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A

Project Report

On

COMPARATIVE ANALYSIS OF COKE & PEPSI

AT

BRINDAVAN BEVERAGES PRIVATE LIMITED

In Partial Fulfillments of

Bachelor in Business Administration

SUBMITTED TO SUBMITTED BY

Mr. Rajiv Bhandari Priyank Mehrotra

Faculty - Management Roll No-915605

Invertis Instituted of Management Science &

Technology

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TO WHOM IT MAY CONCERN

This is to certify that Mr. Priyank Mehrotra student of BBA , Invertis Instituted of

Management Sciences & Technology, Bareilly has completed his project

report on COMPARATIVE ANALYSIS OF COKE &PEPSI

For Brindavan Beverages Ltd Bareilly, under the able guidance and supervision

of Mr.Ashish Khandelwal Marketing Manager of Brindavan Beverages Ltd

Bareilly

He had pursued his summer Training project in Bareilly offices of the company.

His observations, findings & recommendations are highly appreciable and the

company management has the plans to implement the same. To the best of our,

knowledge no part of this report has been reproduced from any other report and

the contents are based on original research.

Signature Signature

(Faculty Guide) (Student)

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Invertis Instituted of Management Sciences &

Technology

CERTIFICATE

THIS IS TO CERTIFY THAT MR. PRIYANK MEHROTRA, STUDENT OF BBA,

KHANDEWAL COLLEGE OF MANAGEMENT SCIENCES & TECHNOLOGY,

BAREILLY HAS GONE UNDER SUMMER TRAINING AT BRINDAVAN

BEVERAGES LTD BAREILLY FOR A PERIOD OF EIGHT WEEK

COMMENCING FROM 01ST JAN TO 30 TH JAN 2011.THIS PROJECT REPORT

EMBODIES THE FACTS AND FIGURES COLLECTED AND INTERPRETED

BY HIM DURING THE COURSE OF TRAINING.

Mr. Sandeep

Sharma

(Training & placement officer)

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TABLE OF CONTENTS

Chapter Subject Page No.

I Company Profile

II Research Methodology

III Merchandising

IV Route productivity

V Marketing Strategy of Coke

VI Analytical Interpretation

VII Findings and Analysis

VIII Field Experience

IX Suggestion & Recommendation

X Conclusion

XI Limitation of Research

XII Annexure

XIII Bibliography

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COMPANY PROFILE

DOUGLAS N. DAFT

Chairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chairman, 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.

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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 Companys

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, 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.

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AROUND THE WORLD

Although Coca-Cola was first created in the United States, it quickly

became popular wherever it went. Our first international bottling plants opened in

1906 in Canada, Cuba and Panama, soon followed by many more. Today, we

produce more than 300 brands in over 200 countries. More than 70 percent of

our income comes from outside the U.S., but the real reason we are a truly global

company is that our products meet the varied taste preferences of consumers

everywhere

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 wasformed 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

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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.

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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.

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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.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a households name and is the lips of every one. In present time every

person know the name of coca cola since India is one of biggest market andsultry summer from march the end of October and huge population has

immensely helped in the sales the sales of coke in India and its making it more

economical.

Last years, the market share of Coca Cola was not specific. In this year

companys top management adopted new policy and increased the rate of all

brands of coke. By this decision top management determined the rate of 300 ml /

10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which

medium size family and lower level family can be taken the enjoy of coke. By this

decision companys marketing share has been increased.In present time coke is

captured approximate 60% market share in cold Dinks line. Now coke has

defeated all the soft drinks company. According to service and according to

advertising coke has appropriate position.It has now emerged as the winner and

has a good image in the market.

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MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase shareowner value over

time. The company accomplished the mission by working with its business

partners to deliver satisfaction and value to customers and consumers through a

worldwide system of superior brands and services, thus increasing brand equity

on a global basis.

GUIDING PRINCIPLES OF COCA-COLA INDIA

1. We will conduct ourselves and our business activities with the higheststandards of honesty integrity and professionalism.

2. We will recognize the positive contributions that we make as individuals

and team members to produce our business success.

3. We will encourage a learning environment where people can constantly

grow, develop and contribute.

4. We will strive for excellence and seek continuous improvement in

everything we do.

5. We will respect all stakeholders, including employees, partners and

suppliers and instill them with a passion to deliver the highest quality

goods and service.

6. We will foster initiative and creativity by empowering individual to attain

well-defined objectives.

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COKE BRANDS IN INDIAN ORIGIN

COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the most

recognized and admired trademark around the globe. Not

to mention the best selling soft drink in the world.

SPRITE:

In 1961, a citrus-flavored drink made its U.S. debut, using

"Sprite Boy" as inspiration for its name. This elf with silver

hair and a big smile was used in 1940s advertising for

Coca-Cola. Sprite is now the fastest growing major soft

drink in the U.S., and the world's most popular lemon-lime soft drink.

FANTA:

The name "Fanta" was first registered as a trademark in

Germany in 1941, when it was used for a few years for a

soft drink created from available materials and flavors.

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The name was then revived in 1955 in Naples, Italy, when it was used for the

"Fanta" orange drink we know today. It is now the trademark name for a line of

flavored drinks sold around the world.

DIET COKE:

The extension of the Coca-Cola name began in 1982 with

the introduction of diet Coke (also called Coca-Cola light

in some countries). Diet coke quickly became the number-

one selling low-calorie soft drink in the world.

VANILA :

It is an Ice Cream in taste. Launched in 2004.

LIMCA:

This is thirst-quenching beverage features a fresh and

light lemon-lime taste and a lighthearted attitude. The

Limca brand was introduced in 1971 and acquired by the

Coca-Cola Company in 1993.

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MAAZA :

Maaza, launched in 1984 and acquired by The Coca-Cola

Company in 1993, is a non carbonated mango soft drink

with a rich, juicy m natural mango taste.

THUMPS UP :

In 1993, The Coca-Cola Company acquired this brand,which was originally introduced in 1977. Its strong and

fizzy taste makes it unique carbonated Indian Cola.

KINLEY WATER:

This is thirst-quenching beverage features fresh the fresh

water with the saturated oxygen level.

SUNFILL:

This is thirst-quenching beverage features a fresh and

light orange taste and a lighthearted attitude.

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VISION

The long-term vision of Coca-Cola in India is to provide exceptional

strategic lead to the Coca-Cola in India.

Through Coca-Cola system resulting in consumer & customer preference

and loyalty through Coca-Cola is commitment to them and in a highly

profitable Coca-Cola Corporate branded beverage system.

MISSION

The mission of coca cola in India is:

Increase in shareholder's value over time.

To achieve the above by working with business partners to deliver

satisfaction and value to customers and consumers through world wide

system of superior brand and services thus increasing the brand equity.

To achieve the mission the company seeks the contribution from each of

the given areas:

People working in the company.

Commitment of the company.

Goals & objectives of the company.

Environmental policy.

Internal control.

Policy & producers.

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BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two

bottling operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes

in the existing system of the soft drink market prevailing in India, by acquiring the

major brands and the bottling operations from Parle. After this company founded

some of its own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new

technology in them. These bottling plants are called Company Owned and

Operation Bottling Operation. Company has full ownership and operational right

for these type of operations. The other type of bottling operation for the company

are called Franchise Owned and Operated bottling Operation, to these, the

company has given the right to produce the product for the company and to

supply with in the territory assigned by the company. Company has no ownership

or operational right/control over these.

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In India Company have 26 COBO and 14 FOBO operations for the

production and control of the whole operation in India. These are divided in tovarious zones that are given in the marketing mix section of this report.

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"COMPARATIVE ANALYSIS OF COKE & PEPSI"

The soft drink market all over the world has been witnessing a neck to neck

battle between the two major players, coca-cola and pepsi since the verybeginning. the thirst quenchers are trying hard to have the major chunk of the pie

of carbonated soft drink market. both the players are spending their energies in

building capacity, infrastructure, promotional activities etc.

Coca-Cola being 11 years older than pepsi has dominated the scene in most of

the soft drink markets in the world and enjoying leadership in terms of market

share. but the coca-cola people are finding it hard to keep away pepsi, which has

been narrowing the gaps regularly. the two are posing threats to each other in

every nook and corner of the world. while coca-cola has been earning most of its

bread and butter through beverage sales, pepsi has a multi products portfolio

with some portion from the same business.

The two warriors are face to face once again here in india with different

strategies and tactics to attack the rival. coca-cola is focusing upon the joint

ventures with the existing bottlers { fobo } franchise owned bottling operations to

enhance its control on manufacturing and marketing of its products range and

attain the quality standards of its class.

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Countering it pepsi has taken the battle in its own hands by floating as

investment of $ 95 billion to set pepsi company. india holdings, as subsidiary for {

cobo } company owned bottling operations. both the companies are following

different path to reach the same destiny i.e. to fetch the bigger portion of aerated

soft drink market. both consider india a huge potential market, as per capita

consumption here is a mere 3 serving annually against the world average of 80.

therefore, they are putting in their best efforts to woo the indian consumer who

has to work for 1.5 hours to buy a bottle of soft drink. in comparison to theinternational norms minutes, a major hurdle to cross over for both the athletes for

getting no.1 position comparison to the inter. coca-cola is well set with its 53

bottling sites through out the country giving it an edge over competition by

processing a well-built bottling and distribution set-up. on the other hand, pepsi,

with two more years in india, has been able to set an image of a winner in india

and has been able to get the pulse of the india soft drink market. the soft drink

giants are leaving on stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product range with

a determination to change consumption pattern of soft drink in india. firstly, they

upgraded the whole industry by introduction 300 ml bottles, which in turn had

given the industry a booming growth of 20% as compared to the earlier 5%. they

want to develop a coca culture here and are working on a strategy to offer soft

drink in every possible package. in coca-cola camp, the idea of competition has

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not come from pepsi, but from the other beverages such as tea, coffee, nimbu

pani, water etc. pepsi is quite aggressive in its approach to indian consumer. they

are desperately working on the strategy to be winners in the hot cola war

between two big barons. according to pepsi philosophy, its the madness that

encourages executive to think, to conjure up those creative tactics to knock the

fizz out their competition. pepsi had plumbed a large on the visibility of its blue

red and white logo. they have been going with aggressive marketing by putting

amir khan, akshay kumar and their advertisement to endorse their brand, the role

models for its targeted consumer the teenagers. they have increased the fizz inthe market place by introducing the dispensers called fountain pepsi and has

been enjoying a lead over its rival there. Coca-Cola on the other hand, has been

working on the saying slow and steady wins the races side by retailing to every

more of its competitor. they have procured the shield of thums up with a

handsome market share in indian soft drink market.

Countering pepsis international commercial that used two chimpanzees to cock

a snoop at coke, thums up come with the ad line, dont be bandar, taste the

thunder. also thums up has been positioned now very near to that young image

of pepsi and giving it a though time.

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These cool merchants have put everything on fire. it coke got the status of the

official drink of wills. world cup, pepsi blushed as nothing official about it. as

thums up projected as saaree jahan se achcha pepsi was passionate enough

with freedom to be and now the yeh dil mange more when thums up came with

thunder blast, the other offered pepsi stuff card. if red is meant for coke, pepsi

has chosen to be blue.

EDS SurveyStation : Bareilly

Area: ZAHEEDTotal shops covered (Shared Outlets) :58

CHANNEL TYPES ASSETS COKE% PEPSI%P/B 11 VC - -E7D 19 CC 11 1

GROCERY 15 FRIDGE 3 -SWEET 13 IBX 39 1

TRAVEL 00 RACK 17 15- - F,SIGN - -

OVERALL STOCK AVILABILTY- WARM AND COLD

BRAND

PACK (IN CRATE)200 300 600 2000

COKE PEPSI 54 16 30 9 52 72 24 59LIMCA MIRINDA

LEMON

28 - 20 - 14 - 8 -

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FANTA MIRINDA

ORANGE

30 - 25 7 44 - 1 41

SPRITE MOUNTAN

DEW

39 10 20 4 - 12 12 -

THUMPSUP 7 UP 55 9 44 48 - 30 19

MAAZA SLICE - 2 - 1 - - - -KINLEY

SODA

LEHAR SODA - - - - - - -

OVERALL SHARE 200 300 600 2000COKE 84.77% 85.8% 65.29% 38.34%PEPSI 15.23% 14.2% 34.71% 61.65%

RESEARCH METHODOLOGY

Operational Setup-

The success of any survey is depends upon resources, quality and timing

and integrity of the surveyor who compiles the primary data. So it is a very

important task is to manage all the available resources which make impact on the

quality of survey.

Approach-

The approach behind a surveyor the project varies with the purpose of the

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survey. Under this report, "quantitative" approach is used which is concerned

with the objective assessment of the availability and display that is clearly visible

and can be easily quantified. No subjective assessment is involved in this report.

Area of survey-

For performing any survey a sample is selected from the population. All

the consumers are chosen from different location of Barilley City.

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Planning:

For a successful compilation and best result within a limited time the

planning was must. In this way the first step was to design an appropriate data

form we can say it questionnaire that covers all the mandatory areas of

information that is to be analyzed. The data form which I was used to collect data

was designed by my immediate supervisor.

Schedule:

To achieve the desired goal it was necessary to make schedule of tasks

which were handed over to us. So keeping in view the original objective, the

content of the schedule was prepared. Then I and my group members collected

data from the desired field. Since the data form distribution and collection was an

official work so it was a time taking process. In the meantime it was our work to

keep in touch with our fields.

Sampling Design :

Design is the plan, structure & strategy of investigation conceived so as to

attain answer to questions' to survey and to control the variances. According tothis project's / survey's purpose the analytical, interpretive/objective design was

chosen.

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Data Collection Method:

The two sources for data collection are documentary or secondary and

field or primary is used. Because I have to collect the information, which is fickle

in nature, the availability and display of the product changes even each and

every day, therefore questionnaire is selected as the survey instrument. The

forms used for the survey were close-ended questionnaire consisting of various

items.

I have covered Barilley City & took data of different areas it was great

to visit company like "Coca-Cola", season like "Summer" and product like "Cold

Drink", combining all the factors together make the sample design for the project

very important for the real extract from the market. According to my judgment

and to cover all the major areas the sample was selected. The sample size was100 consumers.

Statistical Tools:

Representation of statistical data by diagram, graphs, charts or pictures is more

effective than tabular representation being easily intelligible to a layman, indeed

diagrams is most essential whenever it is required to convey any statistical

information to the general public.

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MERCHANDISING

1. The exchange of goods for an agreed sum of money

2. Engage in the trade of

Definition-A (Webster's) :

Merchandising-

N. 1. (Commerce) The activities associated with selling products , such as

identification of the market {7}, advertising at the right time in the right media {7},

and creating attractive packaging and displays ; also , the study of the best

methods to accomplish such goals .

merchandising - the exchange of goods for an agreed sum of money

Synonyms: marketing , selling

Definition-B (Encyclopedia) :

Merchandising is a marketing practice in which the brand or image from

one product or service is used to sell another. It is most prominently seen in

connection with films, usually those in current release, and with television shows

oriented towards children.

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Trademarked brand names, logos, or character images are licensed to

manufacturers of products such as toys or clothing, who then make items in or

emblazoned with the image of the license, hoping they'll sell better than the same

item with no such image.

MERCHANDISING STRATEGY (All Services) :

Assess your company's overall strategy to win customers, from point of

discovery to exploration, testing and validation. Make additional

recommendations on retail store efficiencies, cost savings, and overallperformance.

Assess strategic direction and financial plan of merchandising efforts.

Work to develop and implement retail partnering programs (and new product

lines), where applicable.

Develop in-store events and vendor co-sponsorship programs.

Create additional awareness and distribution channels through strategic

partnerships leveraging print, TV, radio, live events (tours, festivals, etc.)

and more.

Where no retention program exists, work with management to rapidly

adopt a system to increase repeat purchases, build upon average order

size, lower related costs, and maximize customer loyalty.

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MERCHANDISING TYPES:

Retail Merchandising

Visual Merchandising

VISUAL MERCHANDISING:

Years ago, Visual Merchandising was referred to as Window Dressing

because a store's window was the main area where merchandise was displayed.

Today the Visual Merchandising team displays merchandise in:

Windows

Shop Interiors

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When was your last re-route? Is your business missing opportunities because of

route inefficiencies? How do you know if delivery routes, sales routes,

merchandising routes, are optimally-designed?

Delivery operations in a distributor operation primarily focus on the task of

"getting the product to market". Delivery can mean different things to different

distributor environments, however. Some distributors view delivery as just that -nothing more than driving the product from one location to another. In other

distributor environments, delivery drivers are expected to provide additional

services such as the construction of in-store displays, the putting up of point-of-

sale materials, product rotation, product pull-up, and product facing. In some

distributor operations, delivery drivers are, in fact, referred to as Customer

Service Representatives (CSRs) which conveys the expectation that drivers will,

in fact, provide additional services viewed by the customer as having value

beyond just the dropping of product at the back door.

The type and level of services expected by the delivery department will, of

course, have direct impacts on issues such as the:

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1. type and quality of individual sought for delivery positions;

2. methods used for compensating delivery driver positions;

3. interaction of the delivery driver with other facets of the distributor operation;

4. productivity measurements expected and produced.

Delivery Productivity

Productivity in the delivery department can be measured in two major ways.One method focuses on asset utilization. A typical measurement providing

information on asset utilization is to develop some type of product movement

ratio on a per-route basis. The most common product movement ratios are:

- unit volume sold per year;

- annual revenues;

- annual gross profits.

For example, a business generating $10, 00,000 in annual revenues utilizing 20

delivery routes has a ratio of $5, 00,000 of revenues per route. In this

calculation, a single route is defined as one five-day per week full-time

equivalent. In other words, one route going out only 2 days a week is considered

to be only .4 of a full-time equivalent route [2/5].

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MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest

summer in years, Coca-Cola India seems to have discovered the consumers who

could rescue its dismal sales record. Coca-Cola India totally misjudged rural

India, home to two-thirds of the country's 1 billion population, when it re-entered

the country a decade ago.

Yet as the country side emerges as the fastest-growing source of demand

for consumer products, the local arm of the US soft drinks giant seems to have

learnt its lesson. "We were just not addressing the masses, that were the

problem," says Mr. Sanjeev Gupta, Coca-Cola's operations chief.

The company's new strategy of smaller bottles, price cuts and advertising

that straddles cities and villages pushed turnover last year up by a quarter to

nearly Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and

then ran down, is also recovering spectacularly. The success of Thumbs Up,

whose market share is now roughly equal to that of marker leader Pepsi at 23

percent, is an embarrassment for Coca-Cola, which is in third place with 16.5

percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks

market. Coca-Cola returned to India after being kicked out by the government in

the mid-1970s. It paid a high price for the then market leader, Thumbs Up, and

tried to kill it off in the mistaken belief that this would pave the way for Coca-

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Cola's rise. Extravagance, unoptimistic and naive reading of the market

and mismanagement of its new bottling assets led Coca-Cola to write down

Rs.2000 crore of its Indian assets in 2000. The greatest indignity is that India is

one of the few markets where Pepsi has outsmarted Coca-Cola.

"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That

makes its recovery all the more remarkable." says Mr. C Srinivasan, chairman of

business consultant AT Kearney India. Coca-Cola's Indian management, now

stable after recent flurry of departures, persuaded the US parent to persist with

India, and won $100 m to fix problems such as poor distribution. Its Atlanta

headquarters was won over because of India's potential. India's per capita

consumption of carbonated drinks is less than hall the level in Pakistan and

about 8 percent of China's. Mr. Gupta argued that closing the gap would only

come by chasing the rural consumer.

"We had to address the 75 percent (that lives in rural areas) and not just

the 25 percent (in cities) and that meant using small-pack innovations," says Mr.

Gupta. "The only consumer goods companies that make it in India are those that

sell micro-sized products at low prices."

Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price

of a conventional sized bottle. To achieve a return on this "low margin, high

volume" strategy. Coca-Cola had to shrink its ballooning costs, while raising

output in a market growing at just 8-9 percent per year. Coca-Cola added 30

assembly lines, including five plants; cut costly staff; revamped transport; shrunk

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bottles and made them lighter and packed in smaller crates to increase a

truck's carrying capacity; added distributors and expanded the number of outlets

in towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in"

retailers in villages of at least 1,000 people connected to usable roads. One

method was to help those with no savings or access to formal credit to buy their

costliest asset: a fridge. The company negotiated big discounts from fridge

producers, placing an order equivalent to two months' output of the domestic

fridge industry. Discounts were passed on to the retailers, cutting the average

purchase price by Rs.3,000 more than three months' wages in a village.

Finally, Coca-Cola dumped a global advertising campaign that was

irrelevant to the Indian market and adopted one featuring Bollywood stars. "The

campaign is finally speaking to the right market." says marketing consultant Mr.

Jagdeep Kapoor. The adverts also loudly proclaimed the Rs.5 price benchmark,

meaning retailers could not overcharge.

The re-localization of Coca-Cola :

A glance at the 1999 Annual Report of The Coca-Cola Company leaves

you with a strong impression of two words that seem to be very deeply-etched in

every statement made by the company - 'Consumer* and 'Localization'. The

Chairman Douglas Daft states in his address to shareholders that, " If there's one

thing that I've learned in my 30 years at Coca Cola it is - Think locally and act

locally." Coca -Cola's localization drive appears to be partly spurred by the

adverse impact on the image of the company, due to the various issues that

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Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is

the number one brand of bottled water in the United States, Dole single serve juices and some, which offers a wide range of drinks with herbal ingredients. The

company also makes and markets North Americas best-selling, ready to drink

iced teas and coffees via joint venture with Lipton and Starbucks, respectively.

Pepsi Co, Inc. is one of the worlds largest food and beverage companies.

The companys principle business includes:

Frito-Lay snacks

Pepsi-Cola beverages

Gatorade sports drinks

Tropicana juices

Quaker Foods

Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and

Frito-Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the

QUAKER Oats Company, creating the worlds fifth largest food and Beverage

Company, with 15 brands-each generating more than $1million in annual retail

sales. Pepsi Co's success is the result of superior products, high standards of

performance, distinctive competitive strategies and the high level of integrity of

their people.

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1. BRANDING :

What is a brand ?

A brand is name, term, sign, symbol or design or a combination of them

which is intended to identify the goods or services of one seller or group of

sellers and to differentiate them from those of competitors'

A Trade mark is "a brand or a part of brand that is given legal protectionbecause it is capable of exclusive appropriation."

Manufacturers can use their own brands (known as Manufacturers'

brands) or brands of their distributors (Distributors' brands).

Why branding?

Manufacturers/ distributors use brand names for a variety of reasons from

simple identification purposes to having legal protection for unique features of the

products from imitations and help consumers recognize certain quality

parameters. In some cases, brands are just used to endow the product with

unique story and character which itself can be a basis for product differentiation.

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2. VALUATION OF BRANDS :

Value of a brand is represented by the incremental cash flow resulting

from a product with a brand versus a product without a brand name or withweaker brand name.

Brand valuation is a complex process and involves a lot of subjectivity.

There are no widely accepted techniques of brand valuation. There are several

considerations which cannot be standardized or quantified such as

To pre-empt competition from taking over a brand

Synergy with the company acquiring existing brands/ businesses

Strategic entry into a new product category

Prevent damage to existing brands. Many a times stiff competition results

in price cutting, aggressive promotions, lower margins for all the competing

brands.

Confidence in the acquirer of the brand to rejuvenate a languishing brand.

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Value of an acquired brand :

In case of an acquired brand, price paid for the brand over and above the

value of tangible assets, represents value of the brand. For accounting purposes

consideration paid for the brand is typically broken up as follows:

Goodwill

Trademark and patents

Technology and know-how

Non compete agreement

Some of the popular methods for valuation of brands are discussed below

Bert technique (Intra-brand Pic) values brands based on following

factors. It gives scores on each factor and values the brand as multiple of sales/

earnings based on the aggregate score.

- USP's of the brand

- Stability of the brand

- Markets namely the industry in which the brand is in use.

- International of the brand commanding a higher weightage than a local

brand.

- The long term trends of the brands

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- Brands receiving consistent investment are more valuable.

- Legal protection commanded by brands through registration and trade

mark laws.

- Quality of support received by the brands.

Cost basis - The valuation is done by aggregating all costs incurred on a

brand from the conception stage. These costs include market survey, research &

development, launch and subsequent advertising expenditures. These costs are

adjusted for inflation and present values are calculated. Then adjustments are

made to provide for discount in case of a declining trend in the product life cycle

or premium in case of ascending trend in market share and product life cycle.

Market value - Valuation at market price (the best bidder quote) can be at

divergence from the fundamental value of the brand. For instance, a large

company may pay an abnormally high price to protect its major brand or remove

a nuisance from the market or derive synergies in its existing business. Such

valuations are subjective.

Earnings model - In this method, valuation is done by identifying,

separating and quantifying earnings that can be attributed to the brand and

capitalizing these earnings at a suitable discounting rate. The multiple would

depend on several factors such as category growth prospect, emerging

competition and brand's relative position, edge in terms of technology, strength of

loyalty to the brand etc.

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3. DISTRIBUTION :

Marketing or Distribution channel refers to the set of marketing

intermediaries which manufacturer's link together to reach their products to theultimate consumers. Depending on the product, nature of market and

manufacturers' resources/strategy, there can be one or more links between the

manufacturer and consumer.

Manufacturer Retailers

Manufacturer - Wholesalers Retailers

Manufacturer - Stockists - Wholesalers - Retailers.

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Why use distribution channels-

There are several benefits for a manufacturer particularly in case of

consumer goods to rely on these marketing intermediaries rather than develop

one's own distribution network.

Efficiency in performing the basic marketing task by these intermediaries

who through their experience, specialization, knowledge of local conditions,

contacts and scale, offer services.

Which manufacturers can scarcely do on their own.

Cost advantage most of these intermediaries in India are family owned

outfits. Their cost of operations and overheads are substantially lower.

Focus : Manufacturers can concentrate on their core activity and optimize

return on assets.

RETAILING :

In India, there are over 5 million retail outlets dispersed all over the

country. The retailing industry provides employment to over 18mn people. 1 out

of every 25 families in India is engaged in the business of retailing. Ownership

and management are predominantly family controlled. However in sharp contrast

to developed countries, unit average size of a retail outlet in India is very small.

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Organized retailing, however, has been a recent phenomenon and is

relatively undeveloped. There are no large super market chains/ shopping malls.

Consumers are unwilling to pay a premium for convenience shopping as their

counterparts in the western countries do. While small chain stores called Apna

Bazaars and Sahakan Bhandaars, which offer products at reasonable prices,

have been fairly popular, Department Stores and Food Stores are slowly gaining

popularity. A large number of corporates have recently ventured into retailing.

The retail outlet in India can be broadly categorized as follows:

- Grocery stores

- General purpose stores

- Food stores

- Pan bidi shops

- Chemist/ drug stores

- Cold chains

The relative share of grocers dropped from over 50% in the early 90's to

35% in the late 90's. Chemist outlets on the other hand, have been expanding

their product range to include high margin FMCG products from shampoos to

ketchup. Pan-wallas are also emerging as full fledged consumer product outlets.

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COMPOSITION OF URBAN OUTLETS

Grocers 34.7%Cosmetic stores 4.0%

Chemist 6.3%Food Stores 6.6%General Stores 14.4%Pan stores 17.0%Others 17.0%

COMPOSITION OF RURAL OUTLETS

Grocers 55.6%Cosmetic stores 13.5%Chemist 3.3%Others 27.6%

04. MARKETING :

Direct marketing :

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In direct marketing manufacturers reach the consumers directly. Direct

marketing can be undertaken in several ways such as mail order, own retail

outlets, mobile vans etc. A new innovative approach to direct marketing viz

multilevel marketing is becoming increasingly popular. Also gaining ground

slowly is E-tailing i.e. selling products through the internet.

Multilevel marketing model :

Multi level marketing refers to direct marketing through an ever-increasing

number of direct distributors. Independent distributors sell products directly to theconsumers and appoint new distributors and train them. The distributor earns

commission at two levels; one is his/ her own commission and two a proportion

of commission earned by other distributors appointed by him/ her. None of these

distributors are employees of the company.

Distributors are not allowed to sell these products to retailers. Thecompany saves about 25% of realizations by eliminating retail channel, which is

shared with distributors.

The company insists that the distributors should take prior appointment

with the consumer. Personal interaction is not only convenient but adds value as

customer get valuable advice on the product and how to use it.

This helps in creating awareness and removing misconceptions like

cosmetics are harmful for the skin.

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Direct marketing (multi level approach) in persona care products is

extremely popular abroad. In Brazil, about 60% of personal care products are

sold through direct marketing. In India, direct marketing has been slowly growing.

Word of mouth has a strong impact on purchase decision of a consumer,

specially in personal care and cosmetic products. Direct marketing has mainly

been undertaken by the new MNC entrants (notably Oriflame, Avon). Hindustan

Lever has also recently launched a new personal product brand Aviance which is

sold directly to consumers exclusively by trained beauty specialists. Direct

marketing has also been extensively used in marketing of household applianceslike Vacuum cleaners. However given the widely spread geographical area in

India, direct marketing cannot be easily used to build an extensive national reach

and is more likely to be used as a supplementary channel.

5. Market Research :

Market research activities encompass studies on

- market characteristics

- measurement of market potential and size,

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- market share analysis,

- competitive products,

- new products acceptance/ product preference,

- sales (region wise, consumer wise etc) analysis,

- short/ long term sales forecasting,

- advertisement effectiveness

- post-shipment data (actual shipment by manufacturers),

- retail stores audit (actual sales at sample outlets)

- trade feedback and distribution,- brand recall, point of sale material etc.

It requires skilled people for data collection as well as analysis. Several

large consumer companies have in-house MR department. Most others retain

specialized and professional MR agencies.

The significance of market research has increased considerably in the

recent times as

- Size of operations of major players has increased to national and

international markets.

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- Marketing executives are physically away from the market and hence the

need for flow of information.

- In the environment of increasing competition and multiple products

competing for consumers' preference information about the market has

tremendous utility.

- Information is required for segmenting the market and appropriate pricing

and positioning of the products.

Market research approach :

Typically, a market research activity involves the following 5 steps,

Problems definition This forms the basis of research and failure to

identify the problem precisely will result in finding a correct solution for a

wrong problem.

Research design: The next step is to set out objectives of research

clearly, determined data collection methods to finalize research instruments and

sampling plan.

Field work: After finalization of research design, the actual data collectionbegins. It can be done by the agency on its own or through subcontracting to

third parties. Data is collected by questionnaires/ direct interviews, telephonic

interviews, simple observation etc.

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introducing a new product to the consumer panels. The firm estimates trials as

well as the repeat purchasing by this method. There are statistical models to

forecast market shares, demand, brand switching etc.

7. ADVERTISING AND PROMOTION :

Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships.

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Advertising aims at providing information about the product arouse demand for

the product and emphasize on superior features of the advertised product over

others. Players have to decide on overall advertisement budget, message and

mode of presentation, type of media, timing etc. They invariably do post audit of

advertising efficacy.

Promotions are of two types viz. pull promotions where consumers are

incentivized and push promotion where dealers/ retailers are incentivized.

There are several forms of promotion such as distributing free samples, discount

coupons, gift offers for consumers and target based incentives and display

schemes etc for retailers. Marketers also sponsor charity programmes, sports etc

to promote corporate/ brand image.

DISTRIBUTION MANAGEMENT

Distribution management is a logistics control process that appliessituational understanding from both the operational and logistical common

operating pictures in order to dynamically control and synchronize the flow of

materiel through the distribution pipelines, including retrograde and lateral

distribution. The last part of the definition - retrograde and lateral distribution - is

critical to future success and is often overlooked in distribution

management schemes. Our ability to move materiel in any direction through the

pipelines provides an economy of effort that actually becomes a force multiplier.

In this manner, distribution management becomes a key enabler of logistics

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transformation, by reducing materiel requirements to only those that are needed

and by leveraging stockage positioning to reduce the total cost of sustainment.

Distribution Management: - When you're operating multiple plants over alarge geographical area, knowing exactly what you have and where it's located

can be a tremendous competitive advantage. Frontier's Distribution Management

components allow you to access real-time inventory and shipping information

across your enterprise, as well as historical audits that can help with planning for

the future.

With Frontier, you'll always know your inventory requirements and

availability for every product, at every plant. You can instantly find transit status

for parts and finished goods. Frontier helps you plan more efficient truck loading

and shipping routes. You'll also enjoy shipping and billing that is tightly integrated

from the initial sale through Accounts.

A definition of dynamic control is also required before we go further.

Dynamic control is the distribution manager's ability to rapidly set and change

priorities and modes of transportation in response to the war fighter's

requirements. If Quartermasters cannot dynamically control the delivery of

supplies and materiel, we remain at the mercy of the transportation system and

will be forced into the comfort and expense of a stockage-based supply system.

DISTRIBUTION MANAGEMENT PRODUCT MODULES

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Advanced Forecasting

Advanced Pricing

Advanced Stock Valuation

Agreement Management

Bulk Stock Valuation

Enterprise Facility

Planning Inventory Management

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DAILY SHIPPING ACTIVITIES AT COCA-COLA

BSR-

(Bonded storage area)

1. Daily report

2. Physical stock verification

3. Full movement report4. RG 1

5. Leakage and Breakage Report

6. Stock covered with tarpaulin

7. Shipping office house keeping

EMPTY-

1. Check for pending ERA

2. Breakage report

3. Physical stock verification

4. Breakage handing over to store

5. House keeping of empty yard

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INDIA DIVISION

The Head quarter of India is at Enkay Towers, Udyog Vihar,Gurgaon. Coca Cola

became 3rd largest FMCG from zero in India in just 8 years. There are 40producing units across the country.

There are 5 regions in India viz., North, South, West, East & Andhra

Pradesh.

The company operates in two types of Bottling operations viz.,

1. COBO (Company Owned Bottling Operations) - In COBO, the Company

owns the unit and is a property of India.

2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by

Bottlers, who are given license by the Company to bottle its products on

their behalf.

THE NORTH REGION :

The headquarter of Northern Region is at JMD Towers, Regent Square,

Gurgaon. It comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units.

It has 9 production units viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka

Depo, Jammu, Delhi FOBOs & East-West UP FOBO. It is the largest region in

India with 1313 employees.

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PRODUCTS OF COMPANY

It has brown colour with high content of C02 (Carbon di-oxide) which

makes its COLA flavour heavy. It is available in different volumes in market like :

1. 200 ml glass bottle


3. 600ml pet bottle

4. 2.Litre pet bottle.

It has dark brown color with very high content of CO2 which makes the

Cola flavor is very strong. It is available in different volumes in market like:



3. 600ml pet bottle

4. 2.Litre pet bottle

It comes in many flavours like orange, with light content of CO2 that

makes its make its flavour delicious. It is available in different volumes in market.


2. 300 ml glass bottle3. 600 ml pet bottle

4. 2.Litre pet bottle

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Limca has light grey colour with light content of CO2 that makes its flavour

tasty. It is available in market in following packs of quantities:

1. 200 ml glass bottle2. 300 ml glass bottle

3. 600 ml pet bottle

4. 2 Litre pet bottle

It is colourless with packing in green coloured bottle. It has normal content

of CO2. It has a nice flavour available in market in following packing:



3. 600 ml pet bottle

4. 2 Litre pet bottle

It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its

available packing in market are:

1. 250 glass Bottle

Soda- It is colourless & available in market in 300 ml glass bottle in the

market.K -Water it is a mineral water available in following volumes in the market:

1. 1 liter, pet little

2. 2 liter, pet little

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P RODUCT RANGE

Flavour Ingredients Pack Product Company

Cola Cola Flavour

carbonated water

sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Coke,

Thumsup

Pepsi

Coca-Coal

PepsiOrange Orange Flavour +

Carbonated Water+

Sugar

200Ml.

300Ml.

500Ml.

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 Flavor +

Carbonated Water+

Sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Limca

Mirinda Lemon

Coca-Cola

Pepsi

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Clear Lemon Lemon Flavour+

Carbonated Water

+ Sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Sprite

7Up

Dew

Coca-Cola

Pepsi

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Table- I

Prefer to have cold drinks

Response No of Respondent Percentage ( %)

Yes 100 100%No 00 00%Total 100 100%

Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take

cold drink because it gives the full satisfaction in the hot and humid day. It was

found that 100% of respondent likes to take the soft drinks and 00% respondent

dont want to take cold drinks. The people who donts prefer are because of their

taste and preference. They are of the perception that Lassie and Nimbu pani are

beneficial than the carbonated soft drinks.

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0%100% Yes

No

GRAPH-1

Prefer to have cold drinks

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54

35

11

0

10

20

30

40

50

60

Less than 2 2 4 More than 4 +

Table- II

Consumption of cold drinks in a day

Response

(Time a day)No of Respondent Percentage (%)

Less than 2 54 54%2 4 35 35%More than 4 + 11 11%Total 100 100%


The given diagram & table show the frequency of taking cold drinks

in a day. It was found that 54% of respondent takes the less than 2 cold drink a

day, 35% of respondent takes 2 4 cold drinks a day. And 11% of the

respondent likes to takes more than 4 cold drinks in a day. The people who

consume more than two cold drinks have a habit of a high consumption. For

them a change in price doesnt changes their demand to a great extent. Theyalso maintain a brand loyalty in the brand they are regularly consuming.

Graph II

Consumption of cold drinks in a day

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41%

26%

21%

10%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Cola Citric Orange Lemon Others

Table- III

Preference of flavours

Flavour No of Respondent Percentage

Cola 41 41%Citric 26 26%Lemon 21 21%Orange 10 10%Others 02 02%

Total 100 100%


The given graph & table show the most popular flavour in cold drinks is

Cola. It was found that the 41% respondent likes the Cola Flavoured, 21% of

respondent likes the Lamon flavoured, 26% of respondent likes the citric flavour,

10% likes the Orange flavour and only 2% likes the other flavoured.

GRAPH-III

Preference of flavours

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Table- IV

Preference of B rand name

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56%

39%

5%

Yes

No

Cant Say

Response No of Respondent Percentage (%)

Yes 56 56%No 39 39%Cant Say 05 05%Total 100 100%


The graph & table clear view regarding the importance given to a

brand name while choosing the cold drinks. It was found that the 56% of

Respondent says Yes and 39% of respondent say No and the only 5% of

respondent not in a position to say anything.

Graph IV

Preference of Brand name

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Table- V

Factors Influences choosing particular Brand


Brand 28 28%

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Flavour 48 48% Advertisement 06 06%Chilled 18 18%Total 100 100%


The chart and diagram shows that the way respondent likes the particular

brand of cold drinks. It was found that 48% of respondent likes the because of

flavour, 28% respondent likes the cold drinks because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of

advertisement.

GRAPH-V

Factors Influences choosing particular Brand

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Table- VI

Opinion towards Popular Brand

Brands No of Respondent Percentage (%)

Coke 58 58%Pe psi 21 21%Others 21 21%Total 100 100%


The given diagram gives the view regarding the most popular and

demanded brand. It was found that the 58% of respondent preferred the Coke as

most popular brand, 21% of respondent say Pepsi as most popular brand, 16%of respondent referred the coke as the popular brand and the only 21% of

respondent say others was a the most popular brand.

Graph VI

Opinion towards Popular Brand

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0%

10%

20%

30%

40%

50%

60%

Coke Pepsi Others

Series1

Table- VII

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Availability in retailers shop


Cola 61 61%Citric 30 30%Fruit flavoured 9 9%Total 100 100%


The given chart table shows that the most available flavour on the

respondent retailers shops. It was found that the 61% of respondent

(Consumers) say that they find Cola flavour on their retailers shop.30% of

respondent found the citric flavor on their retailers shop. Science cola flavour isa Universal flavour in India, with consumers of all age, sex and preference

accepting it whole heartedly.

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61%

30%

9%

0%

10%

20%

30%

40%

50%

60%

70%

Cola Citric Fruit flavoured

Graph VII

Availability in retailers shop

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51%47%

2%

Coke

Pepsi

Others

Table- VIII

Availability in C ollege C anteen/ L ocality/ C olony

Brand No of Respondent Percentage (%)

Coke 51 51%Pepsi 47 47%Others 02 02%

Total 100 100%

Analytical Interpretation:-

The graph & table gives the information regarding the available the

available brand on their college canteen or a colony or a locality. It was found

that 51% of respondent found the Coke brands of cold drink highly available

while 47% of respondent said that they found Pepsi brand as highly available andonly 02% of respondent said that they found other brand like Frooti or others

brands highly available. This difference in the response is because of the

consumption of different brands in different segments.

Graph VIII

Availability in College Canteen/Locality/Colony

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Table-IX

Opinion towards T aste

(i) In a cola flavor.


Coke 75 75%

Pepsi 25 25%Total 100 100%


The given table and diagram gives the idea of the respondent opinion

regarding the Cola flavour drink. It was found that the 75% of respondent likes

the Coke and the only 25% respondent likes the Pepsi flavour.

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(ii) In Citric flavoured?


Mountain Dew 41 41%7`Up 30 30%Sprit 29 29%Total 100 100%


The given table and Diagram gives the idea of the respondent opinion

regarding the citric flavour drink. It was found that the 41% of respondent likes

the Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of

respondent likes the Sprit in Citric flavoured. The consumers of Mountain Dew

say that it has a better and genuine taste than the Sprit flavoured of Coke.

(iii) In orange flavoured?

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Brands No of Respondent Percentage (%)Miranda Orange 64 64%Fanta 28 28%Others 08 08%Total 100 100%

Analytical Interpretations:

The above given table and chart show the opinion of the respondent

regarding Orange flavour. It was found that the 28% of respondent likes fanta of

COKE brand, 64% of respondent likes the miranda of the PEPSI brand and 8%

of respondent likes the other soft drinks of orange flavour.

(iv) In Mango flavour?

Brands No of Respondent Percentage (%)Mazza 37 37%Slice 22 22%

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Others 41 41%Total 100 100%


The above shown table and chart gives the view regarding the opinion of

respondent about the Mango flavour. It was found that the 41% of respondent

likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent

likes the Slice of Pepsi brand. One of the greatest advantages with Frooti is that

it comes in tetra pack which is a one way pack. People find it convenient to take

it home for consumption. Even coke and Pepsi have introduced tetra pack in theMango drink recently but it will definitely take some time take away market from

the market leader. Also Frooti is a well established brand has available in tetra

pack for a long time.

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46%

29%

25%

Thumps up

Coke

Pepsi

Graph IX

Opinion towards Taste

( I ) IN A COLA FLAVOR

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41%

30%

29%

Sprite

Mountain Dew

7`Up

Graph IX


(II) IN CITRIC FLAVOURED?

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64%

28%

8%

Fanta

Miranda Orange

Others

Graph IX


(III) IN ORANGE FLAVOURED

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20%

38%

26%

16%

0%

5%

10%

15%

20%

25%30%

35%

40%

Blend Brand Image Availability Advertisement

Table-X

Cause of Choosing Brand

Sub ject No of Respondent Percentage (%)Blend 20 20%Brand Image 38 38%

Availability 26 26% Advertisement 16 16%Total 100 100%


The graph & table above say that why the respondent like their favoured

brand. It was found that 38% of respondent likes his brand because of brand

Image, 26% of respondent likes because of availability, 20% of because of Blend

and only 16% of advertisement. Brand image refer to the perception of the

customers regarding the choice of a particular brand. It comes with the kind of

advertisement brought by the company. Blend over here refers to the taste of the

flavour demanded.

(IV) Graph X

Cause of Choosing Brand

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Table-XI

Most appealing Brand advertisement

Brands No of Respondent Percentage (%)

Coke 52 52%Pe psi 48 48%Total 100 100%


The given chart shows that the respondent about the most appealing

brand advertisement. It was found that the 52% of respondent says that Coke

advertisement is most appealing, 48% of respondent says Pepsi advertisement is

most appealing one. The advertisement of Coke features Bollywood star like

Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly

acceptable by the public. The advertisement of Coke featuring Amir Khan with a

punch line

Thanda Matlab.Coca-Cola

It was a super hit which took Coke not only to the rural markets but also

overturned the market of Pepsi.

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40%

32%

28%

Yes

No

Cant say

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2. COMPANY REPRESENTATION

Owners confirmed that Company representatives dont come when called

repeatedly.

The Company must ensure that the representatives do visit an outlet at least

once in 3 days to listen and to attained to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with

better facilities. There was a tendency to push the product of the Company which

ever offered them better scheme or benefits.

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CONCLUSION

From this summer training and project titled "Merchandising and route

productivity" in Coca-Cola, I have learned a lot about real practical work being

done in the market I have also watched & learned the practical applicability of the

various things that we have studied theoretically.

I observed on the basis of survey in Bareilly city that Coca-Cola lay

emphasis on merchandising in order to become the No.1 brand in soft drink

industry the report was finds out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it is focus on

the, segment of the product because each segment is affected by different sets

of factor which hamper or enhance sales. Each segment had its own Pros &

Cons. So we have to understand the various segment of soft drink industry that

which flavor is existing more in the market, Such as Thums-up strong brand of

coke which is more popular in young generation. I also observe about fate

dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate

dealer is influence wrong direction to the market. They are supply product at high

margin with low scheme.

As we know till now since ill soft drink industry the concept of brand loyalty is not

in that shape in which it is in countries. So company could take some steps to be

to have a good report with the retailers why supply them regularly and provide

them with other monetary benefit.

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LIMITATION OF RESEARCH

1.The area of study is limited to the merchandising and route productivity aspects

of the system, while the marketing has other crucial areas too which were left

uncharted

2. The study is limited to eastern region of coca cola which is a multinational

company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may

provide a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of

the secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the

surveyor who collect the basic data by expressing the subject under the study

and on the respondents who provides the data required by filling up the

questionnaire .The accuracy of the data collected solely depends upon the

cooperation and truthfulness of the person who is being interviewed.

6. Interaction skills as well as the behaviour of the respondents also played as a

constraints during the research.

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QUESTIONNAIRE

1. Name of the Respondent:- 2. Address: -

3. Age group: -

(a) Below 15 (b) 15 20 (c) 20 25

(d) 25 35 (e) 35 45 (f) Above 45

1. Educational Background(a) Matric & Below

(b) Intermediate

(c) Graduation

(d) Post Graduation

2. Do you take cold drink?

(a) Yes (b) No

7. If yes how frequently? (Daily)

(a) Less than 2 (b) 2 4 (c) More than 4

8. Which flavour do you like most?

(a) Cola (b) Citric (c) Orange

(d) Lemon (e) Others.

9. Do you give importance to brand name while choosing your cold drink?

(a) Yes (b) No (c) Cant Say

10. Which brand you prefer most?

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(a) Coke (b) Pepsi (c) Both

(d) Others

11. You like the particular brand of cold drink because of?

(a) Brand (b) Flavor (c) Advertisement

(d) Chilled

12 In your opinion which brand of cold drink is most demanded or popular?

(a) Coke (c) Pepsi (d) Others.

13.Which brand is more available in your retailers shops?

(a) Cola (b) Citric (c) Fruit Flavored.14 Which brand of cold drink do you find most in your college

canteen/colony/locality?

(a) Coke Brand (b) Pepsi Brand (c) Others.

15. In your opinion which soft drink is better taste?

(i) In Cola Flavor

(a) Coke (c) Pepsi

(ii) In Citric Flavoured.

(a)Sprite (b) Mountain Dew (c) 7`Up

(iii) In Orange flavoured.

(a) Fanta (b) Miranda Orange

(c) Others.

(iv) In mango Flavoured.

(a) Mazza (b) Slice (c) Others.

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16. Why do you like your brand?

(a) Blend (b) Brand Image (c) Availability

(d) Advertisement

17. Which brand advertisement appeals you most?

(a) Coke (b) Pepsi (c) Others.

18. Most effective punch line in your opinion of?

(a) Coke (b) Thumps up

(c) Pepsi (d) Others.

19. You like the product which is promoted by the celebrity?


20. Do you think that the pricing strategy adopted by the cola companies

fascinate the consumer?


21. Any Suggestion:-

...

.......

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Thank You,

Signature

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BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology

Methods & Techniques, New-Delhi, Wishwa Prakashan, edition

2003.

2. Multi Level & Direct Marketing, Branding, Kotler, Philip.,

Marketing Management, Delhi, Pearson Education (Singapore) Pte.

Ltd, 11 th edition.

3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B.,

International Marketing Management, New-Delhi, Sultan Chand &

Sons edition 2003.

4. Company Profile, Web-Site:- www.coca-cola.com

5. Merchandising & Route Productivity, www.ask-jeeves.com,

www.distributing-company.com.

6. Retailing, Company Souvenirs.

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