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A SUMMER TRAINING REPORT ON

TO PROVIDE THE BETTER PROMOTIONAL SCHEME FOR THE

DEALERS

HINDUSTAN COCA-COLA MARKETING

COMPANY PRIVATE LIMITED

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD

OF POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT

Under the G!d"n#e $%& Under the S'er(!)!$n $%VISHAL VASHANEY MR* DIPESH KUMAR

M"n"+er - O'er"t!$n)

S,!tted B.SANDEEP ANAND

PGDBM /001-02

ACCURATE INSTITUTE OF MANAGEMENT 3 TECHNOLOGY

GREATER NOIDA
http://www.coca-colaindia.com/brands/brands_coca_cola.html


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For Hindustan CocaCo!a Co" P#t" Ltd.

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PREFACE

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 of management.

Two months practical training is an obligatory reuirement for the M.!.". It was of great

advantage to receive practical training in H!nd)t"n C$#"-C$4" M"r5et!n+ C$'"n.

P(t* Ltd. at #elhi !ranch office. The management of the company offered an excellent

learning situation.

There have been considerable changes in the technology, operation and structure of theindustry due to globali$ation, mergers, environmental issues and available fiber sources,

and new challenges being posed by the changing customer satisfaction levels and multiple

market reuirements are forcing industry to adapt to new solutions.

I was assigned special Pro%ect& '

To Provide a !etter Promotional (cheme )or The #ealers.

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ACKNO6LEDGEMENT

I take it a matter of great pleasure to submit my research To

Provide The Better Promotional Schemes For The Dealers I am

highly indebted to Dr Prashant Srivastava !"D# $anhit Institute of

%ducation & Information 'reater (oida for guiding me

)t last I am thankful to the library of the institution for providing me

necessary material & all those *ho helped me in completion of my

pro+ect

Thanks again to every body

(MOHIT AGARWAL,

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TABLE OF CONTENTS

Preface

Acknowledgement

.-xecutive summary

2.Profile of oca'ola India /imited

2. Industrial Profile

2.2 ompany Profile

2.* ore brands in India

2.+ "dvertisement and Punch lines

2.0 )abulous facts about oca cola

2.1 istory of oca'ola

2.3 oca'ola India 4 our 5ision, Mission

2.6 (trategy adopted by oca'ola

2.7 Marketing mix

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2.8 -ko introduction

2. "wards achieved by coca'cola

2.2 Principles of coca'cola India

*.Introduction to Pro%ect

*. 9b%ective of study

*.2 :esearch Methodology

*.* :esearch Techniue

*.+ (ampling "rea

+.#ata sorting, "nalysis

0.Interpretation

0./imitations of (tudy

1.)indings

3.(uggestions and :ecommendations

6. !ibliography

7. ;uestionnaire

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E7ECUTIVE SUMMARY

#oing this pro%ect was a great experience. The oca'ola in India has set up an

independent organi$ations which is .. < !... with a capital of *08 =.(.> each by

virtue of sellout decision of the passed managing director (h. (.."garwal.

Present soft drink boon in India was attributed to the legacy of oca'ola, which was

there in India till 733. In toady?s market the oca'ola hold a 12@ market share that

appears to bear concentrated rush to beg a big share in the soft drink market.

!eing a capital < biggest business center of India I choose the area of #elhi to conduct my

study and to get lot of exposure < various opportunities to meet different kind of

customers. This pro%ect has been under taken to study the availability of complete range of

oca'ola products to retail outlets.

To conduct the detail study of my pro%ect, I worked for a distributor in south #elhi. #uring

the training period I covered the whole market of center #elhi and gathered the

information from retail outlets regarding the availability of whole range of oca'ola

products. "fter getting the information, I list out those retail outlets and getting the

response regarding the various promotional schemes of coke and other.

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PROFILE OF COCA-COLA

INDIA LIMITED

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INDUSTRIAL PROFILE

Present soft drink boon in India was attributed to the legacy of oca ola, which was there

in IA#I" till 733. In todays market the oca'ola Boke, Thumps =p, )anta, /imca,

(prite, 5anilla oke, etc.C hold a 12@ market share that appears to bear concentrated rush

to beg a big share in the soft drink market.

5arious national < multinational firms are engaged in soft drink market due to increase in

its demand day by day. "s far as IA#I" soft drink market is concerned there are ma%or

company?s engaged having a big completion to capture the soft drink market are namely

oca'ola < Pepsi. Dhile ampa ola < many local cola?s still notice in the Indian

Market.

Pepsi ola attacked oca'ola before Dorld Dar II. oca ola dominated the "merican

soft drink industry, Pepsi cola was a drink less to manufactures < with a less satisfactory

taste then oke. Dhere as oca'ola ma%or selling point was more drink for the same

price and Pepsi emphasi$ed on advertising.

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#uring Dorld Dar II Pepsi < oke both en%oyed increased sale. "fter the war Pepsi sale

was started to fall relatively to oke, resulting the oca'ola had starting to click the

Market share. " number of factory contributed to Pepsi problem were poor image, poor

taskforce, poor uality control etc.

"t that point "lfred.A.(teeler came to the presidency of Pepsi cola with a great reputation

for merchandising. e and his staff recogni$ed that the main hope lay transforming Pepsi

from a cheap imitator of oke into a class on soft drink manufacturer.

!y 700 all Pepsi?s ma%or weakness had been overcome, resulting sales had climbed

substantially. These actions from 700 to 718 led to a considerable sales growth for Pepsi.

In India another company engaged in soft drink market is oca'ola. It is one of the most

widely known, accepted and admired trademarks of the world. oca'ola was their in

India till 733, when the Indian Eovernment banned it due to strong resentment against

multinational company?s oca'ola was re'launched again in India in (eptember 77* at

F"T:"(G near "gra. The India people welcomed the come back of their most loved

ola in the country with great enthusiasm and vigor.

oca'ola marked its re'launching with acuiring five Parley drinks vi$. Thumps =p,

Eold (pot, /imca, itra, Maa$a, (oda.

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(oft drink industry is one of the fastest growing industries in India. The basic idea

behind the rapid growth of this industry is due to following reasons&

. The great corporate war between oke < Pepsi, who left no stone unturned, for

monopoli$ing the India (oft #rink market.

2. The basic ideology of these two giants is to promote soft drinks as a food item in

India hold.

*. The long hot summers in India have increased the consumption of soft drinks.


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COMPANY PROFILE

Heeping in view of tapping the Indian soft drink market and also developing soft drinks as

a drinking product among Indians. The oca'ola in India has setup an independent

organi$ations which is .. < !.. with a capital of *08 =.(.> each by virtue of sellout

decision of the passed managing director (h. (. . "ggarwal.

industan oca'ola bottling BA'DC Pvt. /td. Aa%ibabad took the complete possession of

this plant, land, machinery, < intellectuals on )ebruary +? 776 and since then ..,

looking after all its affairs under company owned bottling plant to establish integrated

marketing system in the area.

In 777 the company opened up the new bottling plant at #"(A" in Eha$iabad #istt. This

plant has more sophisticated euipments, then the plant at Aa%ibabad.

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CORE BRANDS IN INDIA

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CORE BRANDS &

C$#"-C$4"& #eveloped in a brass pot in 661, coca'cola is the mostrecogni$ed and admired trademark around the globe. Aot to mention the

best selling soft drink in the world.

S'r!te& In 71, a citrus'flovered drink made its =.( debut, usingF(prite !oy F")inspiration for its name. This elf with silver hair and a bigsmile was used in 7+8s advertising for oca'ola. (prite is now the fastestgrowing ma%or soft drink in =.( and the world?s most popular lemon'limesoft drink.

F"nt" & The name Ffanta F was first registered as a trademark in Eermany in7+ ,when it was used for a few year for a soft drink created from availablematerials and flavors . The name was then revived in 700 in Aaples, Italy,when it was used for the&G fanta Forange drink we know today. It is now thetrademark name for a line of flavored drinks around the world.

D!et #$5e& The extension of the coca'cola name began in 762 with theintroduction of diet coke Balso called coca'cola light in some countriesC. #ietcoke uickly become the number 4 one selling low 4calorie soft drink in theworld.

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BRAND IN INDIAN ORIGIN

GOLD SPOT& this orange cardonate soft drink was introduced in the early708c, and acuired by the coca'cola company in 77*, its tangy taste has

been popular with Indian teenagers

LIMCA& It is thirst'uenching beverage features a fresh and light lemon'lime taste and lighthearted attitude. The limca brand was introduced in 73and acuired by the coca'cola company in 77*.

MAA8A& Maa$a, launched in 76+ and acuired by the coca'cola companyin 77*, is a non carbonated mango soft drink with a rich, %uict < naturalmango taste.

THUMPS UP& in 77*, the coca'cola company acuired this brand, whichwas originally introduced in 733. Its strong and fi$$y taste makes it uniuecarbonated Indian cola.

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BRAND IN INDIAN

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ADVERTISEMENT

3

PUNCH LINE

OF COCA-COLA

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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

7*1 - It9) The Re%re)h!n+ Th!n+ T$ D$.

7+2 - It9) The Re"4 Th!n+ *

7+* ' G4$,"4 H!+h S!+n*

707 ' Be Re"44. Re%re)hed*

712 - Th!n+ G$ Better 6!th C$5e*

717 - It9) the Re"4 Th!n+*

738 ' I:D L!5e T$ B. The 6$r4d A C$5e *

731 ' C$5e Add L!%e *

762 - C$5e I) It *

761 - C"t#h The 6"(e*

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767 - Y$ C"n9t Be"t the Fee4!n+*

77* - A4;".) C$#"-C$4"

776 ' E"t M)!#< S4ee' M)!#< And Dr!n5 On4.C$#"-C$4".

777 - =$ Ch"h$ H$ =".e C$#"-C$4" En>$.*

2888 ' I 6"nt Hr!t!5 And I 6"nt C$5e*

2882 ' Th"nd" M"t4", C$#"-C$4"

288* ' =!.$ Th"nd" P!.$ Th"nd" *

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FABULOUS FACTS ABOUT

COCA-COLA

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. The world?s largest spherical coca'cola sign is in Aagoya, apan a topthe dial 4 Aagoya building in front of the Aagoya railway station. Thesing is a double sphere constructed from more then +1 tone of steel,more 7+8meter of neon tubing, and more then, 637 light bulbs. The outershape features the coca'cola logo and contour bottle, while the innersphere portrays a comic scene with twinkling planets and stars.

2. 9ne of the world?s largest signs for coca'cola is located on a hill calledF-/""G in "merica, hile. It is +88 feet wide and * feet highand is made from 38,888, 21 ounce bottles.

*. The first out door paint sign advertising coca'cola still exists. It waspainted in 67+ in artersville, Eeorgia.

+. oca'cola is one of the world?s most recogni$able trademarksrecogni$ed in countries that account for 76 percent of the world?s

population.

0. If all the coca'cola ever produced were in 6' ounce bottles. "nd these

bottles were distributed to each person in the world. There would be 136bottles or over +2 gallons for each person.

1. If all the coca'cola ever produced were in 6 4 ounce bottles, placed sideby side and end to end to from a lane highway, it would wrap around theearth 62 times.

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3. If all the coca'cola ever produced were flowing over Aiagara fall at itsnormal rate of 80 million gallons per second instead of water, the fallswould flow for about a day and a half *6 hours and +1 minutes.

6. the largest representation of the world?s best known package 88 foot

tall glass contour bottle is located at world of coca'cola /9( 5-E";(

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HISTORY

OF

COCA-COLA

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on (tyth Pemberton first introduced the refreshing taste of oca'ola in "tlanta,

Eeorgia it was May 61 when the pharmacist concocted a caramel colored syrup in three4

legged brass kettle in his backyard. e first distributed the new product by carrying oca'

ola in a %ug cown en%oys in a glass of oca'ola at the soda fountain. Dhether by design

or accident, carbonated water was teamed with the new syrup, producing a drink that was

proclaimed F#elicious and :efreshingG.

#r. Pemberton?s Partner and bookkeeper, Mr. )rank :obinson, suggested the name

and penned as Foca'olaG in the uniue flowing script that is still famous worldwide

today.

#r. Pemberton?s sold 20 gallons of syrup, shipped in bright :ed wooden kegs. :ed

has been a distinctive color associated with the Ao. soft drink brand ever since. )or his

efforts, #r. Pemberton grossed > 08 and spent > 3*.71 on advertising, by 67, "tlanta

chemist as a E.anler had acuired complete ownership of the oca'ola business.

e purchases it from the #r.Pemberton family for > 2*88. Dith in + year his

merchandising flair helped to expand the consumption of oca'ola to over >20 million.

:obert D. woodruff become the president of the oca'ola company in 72* and his more

than six decades of leadership took the business of commercial success making oca'ola

an institution the world over. oca'ola begins as a never tonic, but candy merchant

oseph ". !iedenharn of Mississippi was looking for awry to serve refreshing beverages.

e responded to this demand began offering bottle oca'ola using syrup shipped from

"tlanta, during a hot summer in 67+.

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HISTORY IN INDIA

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The coca'cola company reintroduced coca'cola in India on 9ctober 2*,77*, after an absence of 1 years.The coca'cola company received approval from the government in uly 771 toset up a holding company to invest =( > 388 million in downstream operation

of beverages

In uly 773 the holding company was permitted by the government tooperationally its bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty'six bottlingplants and sixty distribution centers across India. In addition, it uses 28 contractpackers to augment its production capacity and cater to the increasing demand

for its wide portfolio of beverage.

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PROMISE BY COCA-COLA

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THE COCA-COLA PROMISE

The #$#"-#$4" #$'"n. e?!)t) t$ ,ene%!t) "nd re%re)h e(er.

$ne !t t$#he)* The basic proposition of our business is simple , solid andtimeless . when we bring refreshment , value , %oy and fun to our stakeholdersthen we successfully nurture and protect our brand , particularly coca'cola .that is the key to fulfilling our ultimate obligation to provide consistentlyattractive to the owner so four business.

More then a billion times every day , thirsty people around the world reach forcoca'cola products for refreshment. They deserve the highest;uality 4 every time . our promise to deliver that uality is the most important

promise we make . and it involves a world'wide , yet distinctively local ,network of bottling partner , supplier , distributor and retailers whose successis paramount to our own. 9ur investment in local communities in over 288

countries totals billions of dollars in %obs, facilities , marketing, the purchase oflocal good and services, and local business partnership. "lways and everywhere , we pursue continuous innovation in the products we offer the processeswe use to make them, the package we develop and the way we bring them tomarket .

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YOUR HEALTH AND OUR BEVERAGES

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YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a health diet. Dith so mush

conflicting information available about health and nutrition, it can be very

difficult to determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. "

healthy diet incorporates the basic principles of variety, balance and moderation

without sacrificing en%oyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

(oft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone

health

The sugar in soft drinks does not cause children to be hyperactive.

The consumption of soft drinks has not affected calcium consumption.

(ugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many

fruit %uices

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COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the oca'ola India system, resulting in

customer preference and loyalty, through oca'ola?s commitment to them and in a highly

profitable oca'ola corporate branded beverages system.

THE COCA-COLA-MISSION

THE BEST GLOBAL COMPANY

The mission of oca'ola o. is to increase shareowner value over time. The o.

accomplishes the mission by working with its business partners to deliver satisfaction and

values to its customers, through world wide system of superior brands and services, thus

increasing brand euity on a global basis, create consumer products, services and

communications, customer service and bottling strategies, process and tools in order to

create competitive advantage and deliver superior value.

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(T:"T-EI-( "#9PT-# !J9"'9/"

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C$#" C$4"9) G4$,"4!@"t!$n Str"te+!e)

The oca ola ompany is global player and approximately 38 percent of its volume

and68 percent of its profit come from outside the =nited (tate 9f "merica. "lthough it was

perceived as a standardi$ed brand across the world, oca ola had been uietly fine

turning its international marketing strategies to suit the needs of individual national

markets. 9nly the brands oca'ola, (prite and )anta were marketed globally. In /atin

"merican and -urope, where a heavy consumer preferred existed for lemon lime and

orange sodas. oke had developed a wide range of formulations and flavors to cater the

needs of different countries. In Indonesia oke had been selling pineapple and banana

flavored sodas which had been carefully developed to suit local preferences. In apan,

oca'ola had added a coffee drink called Eeorgia and energy healthy drink named

"uarius to its product line. In India, the oca'ola ompany acuired the brands /imca,

Maa$a and Thums =p in 77*.

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MARKETING MI7

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M":H-TIAE MIK < (T:"T-EJ&

Marketing mix of any organi$ation consists of + ps i.e. Product, price, place and

promotion having its own significance, that varies from one organi$ation to the other. in

coca 4 cola the information about all the + PLs that can be available to me is given here&

PRODUCT& Product mix of coca'cola consists of the various brand packs and flavor

given in the table. Product strategy of the coca'cola is to promote all brands available in

the brand packs and to introduce the product in new flavor is also introduced.

PRICE& :egarding the pricing policy or the price to the distributor is not disclosed to me,

but as done for the different product of the company, company has priced the product same

as that of its ma%or competitor or the market leader.

PLACE& the coca'cola company in India is governed from its corporate office located at

Eurgaon in aryana . It governs the working of five $ones covering whole India these

$ones are 4north $one , eastern $one , western 4 $one , southern $one and "ndhra Pradesh

$one . These $ones are divided in to various. Plant, which govern the area assigned to

them. The area is the various distribution centers called distributors and


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They receive good from distributor and c


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EKOINTRODUCTION

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-ko'''' introduction

In oca'ola India we have been implementing an environment managementsystem ' oca'ola India eH9 Management (ystem ' to be used as a tool totranslate all the five eH9 policies into action in our day to day operation. Theenvironmental management is Institutionali$ed and integrated in annual

business planning cycle by this eH9 management system. 5iews of allstakeholders including outside world are taken into consideration while settingannual environmental ob%ectives. The eH9 Management (ystem ensures thatall oca'ola associates assume responsibility in ensuring that the

environmental ob%ectivestargets are met by constantly monitoring theenvironmental performance and taking ongoing corrective action whenevernecessary.

" large part of our relationship with the world around us is our relationshipwith the physical world. Dhile we have always sought to be sensitive to theenvironment, we use our resources and capabilities to provide active leadershipon environmental issues, particularly those relevant to our business. De wantthe world, we share, to be clean and beautiful. The same sprit of innovation in

bringing you different delicious beverages comes alive in implementation ofour environmental programs.

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oca'olaNs existence in India or for that matter throughout the world is for

refreshing everybody that comes in contact with us. "ll our products live up to

this expectation 88 @. Dhat more positive environmental impact a product

can have than creating refreshed minds to take good care of environmentO

"s a leader in the beverage industry, oca' ola India and its business partners

introduced a series of innovation in the areas of production, distribution and

marketing like never before in India.

De have been giving environmental considerations to all our business

decisions right from inception in India in 77* like&

-nvironmental due diligence before acuiring land or starting pro%ects .

-nvironmental impact assessment before commencing operations .

Eround water and environmental surveys before selecting sites .

#iligent compliance with all regulatory environmental reuirements

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(ince 77*, we have put a ban on purchase of refrigeration euipment

containing )s BHnow to be 9$one depletingC. De buy only non')

cooling euipment even if at extra cost

De have well euipped Daste Dater treatment facilities manned by

trained personnel at all company owned bottling operations as a minimum

reuirement

-very manufacturing plant has a designated -nvironmental oordinator

and an active eH9 ommittee which meets every month

9ur plants comply with same stringent environmental and safety

reuirements in plant design and layout to minimi$e possibility of

accident of damage to environment. Two ma%or plants in India are rated to

be Aeutral P/P rating.

De have affected 08@ water saving in last seven years of operations and

*@ in year 288. Minimi$ing water wastage and implementation of

recovery scheme is the key

(everal of our plants are $ero discharge, utili$ing water within premises

only.

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De have rainwater harvesting done at a number of Plants.

De have energy conservation programs at all plants. In one year alone, in

past, the monitory savings from these amounted to around :s. *0

millions.

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EKO

I'"#t 3 O''$rtn!t!e)

De use the results of research and new technology to minimi$e theenvironmental impact of our operations, euipment, products and packages,taking into account the associated cost or profit for each environmental benefit.De minimi$e the discharge of waste materials into the environment by

employing responsible pollution prevention and control practices.

Environmentally Conscious Design

-nvironmental implications are key factors in thedecision'making process during the design anddevelopment of new products, euipment, packages,

processes and facilities.

9perations adhere to the ompanyNs environmental reuirements andapplicable environmental laws and regulations when designing or modifying

products, euipment, packages, processes, facilities and offices.

9perations seek opportunities to incorporate innovative environmental design

principles for maximum overall environmental benefit.

9perations review capital pro%ects for their potential environmental impact andtake action to address environmental issues.

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On$oin$ En#iron%&nta! I%'ro#&%&nt

9perations follow the ompanyNs Eood -nvironmental Practice for Measuringand :eporting -nvironmental Performance thatreuires&

' Measurement of environmental impacts.

' (etting goals for waste minimi$ation and cost

savings, documents these in annual business plans.

' Implementing continuous improvement programs.The ompany updates The oca'ola ecosystems to accommodate changingtechnologies and environmental realities in consultation with environmentalmanagers at all levels of the system and external stakeholders.

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EKO

Co%%it%&nt

9ur commitment to protecting and preserving the environment extendsthroughout our organi$ation. De believe that having effective environmentalmanagement systems reuires the involvement of employees at all levels. 9urofficers, managers and employees assume responsibility for daily

implementation of our -nvironmental Management (ystem.

B)!ne)) P4"nn!n+

9perations incorporate environmental management and commitment into

their annual business planning cycles.

"ctivities that will eliminate or minimi$e our impact on the local

environment are integrated into daily business considerations andoperations.

O'er"t!$n) Per)$nne4

-ach ompany group and division designates an environmental coordinator.Hey ompany support functions B/egal, Technical, Marketing, etc.Cdesignate an environmental coordinator as appropriate.

-ach plant designates a plant environmental coordinator.

9perations management provides written descriptions of roles andresponsibilities for environmental coordinators, and evaluates their

performance annually

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O'er"t!$n) S''$rt

9perations management provides training to help personnel effectivelyimplement initiatives to meet all applicable reuirements.

9perations management ensures new employees receive an environmentalorientation.

Individuals with operational environmental responsibility regularly improvetheir environmental knowledge and expertise by participating in users,seminars, meetings and other programs.

C$'"n. S''$rt

The ompany develops training programs to address system wideenvironmental topics and provides guidance on implementation.

The ompany works with our bottling partners to help them implement, at aminimum, The oca'ola eH9system or an euivalent environmentalmanagement system.

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A6ARDS ACHIEVED BY

COCA-COLA

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AWARDS

Hindustan Coca-Cola Beverages Private Limited,Dasna unit, bags the

Golden Peacock Environment Management Award 2004

The #asna unit near #elhi in Eha$iabad has been awarded the prestigiousFEolden Peacock -nvironment Management "ward 4 288+ BEP-M"' 288+CGfor excellent environment practices and effective control of environmentalimpact.

The #asna unit won this award in the )ood < !everage Industry category for

its environment practices among hundreds of entries received from across thecountry. The annual award winner is decided on the basis of a rigorousassessment procedure, which includes a visit to the facility by a team ofexperts.

(peaking on the occasion, Mr. (an%iv Eupta, #ivision President and -9,oca'ola India said, FDe are proud to win this coveted award. "t oca'olawe are committed to preserve, protect and enhance the environment and this

simple belief guides us in everything that we do. De will continue to furtherimprove our systems and are confident of making a significant positive impacton our environment in times to come.G

The award will be formally presented to the company shortly by Institute of#irectors, an independent body that recogni$es the achievements ofmanufacturing units under the categories of -nvironment, ;uality andorporate Eovernance, in association with Dorld -nvironment )oundation

BD-)C, at an official function during the 1th Dorld ongress on -nvironmentManagement.

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The #asna plant achieved this distinction by adhering to The oca'olaompany?s internal global uality program called The oca'ola ;uality(ystem BT;(C. T;( not only covers environment management, but also

takes into consideration other business aspects such as safety and lossPrevention B(/PC, product uality, packaging uality, process capabilityimprovement and customer satisfaction. (trict compliance with T;(, oftenrated as a programmed euivalent to the internationally reputed I(9 +88(ystem, has also enabled all the company'owned bottling plants in the countryto successfully get the coveted I(9 +88 ertification from #et Aorske5eritas B#A5C.

The award has been granted after a thorough evaluation of #asna plant?scompliance with a D-) prescribed program assessment format over a period of year from st "pril 288* to *st Mach 288+ during which severalenvironmental performance indicators were monitored and evaluated accordingto D-)?s stringent parameters& energy use, water use, wastewater discharge,compliance with Eovernment regulations and resource utili$ation.

EP-M" has been instituted by the Institute of #irectors in association with

Dorld -nvironment )oundation BD-)C and is designed to encourage andrecogni$e effective implementation of environment management system. Theaward is given both in manufacturing and service sectors.

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"ll India #ivision 9!9?s are now I(9 +88certified

"ll 20 of the India #ivision?s ompany'owned bottling plants have

gained the international standard I(9 +88 -nvironment Management(ystem certificate.

The I(9 +88 certificate is the internationally recogni$ed standard of

-nvironmental Management.

" company must demonstrate management commitment, the totalinvolvement of all employees and a compliance with applicableregulatory and internal company standards.

The ompany started its compliance effort in )ebruary

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CARBONATED SOFT DRINK

INDUSTRY

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":!9A"T-# (9)T #:IAH B(#C IA#=(T:J

Industry (tructure

There are three ma%or participants in the production'carbonated soft

drinks. They are concentrate producers for example roughly one 4 half if

Pepsi 4 cola?s sale are through company owned bottles the remaining volume

is sold through franchises bottles line of soft drink in a defined territory , and

not allowed to market to market a directly competitive ma%or brand.

The principal retail channel for channels for carbonate soft drink are

supermarkets, convenience store, vending machines fountain service, and

thousand of small outlet. (oft drinks are typically sold in glass bottle and in

plastic and cans except for fountain services.

In fountain service syrup is sold to a retail outlet. Dhich mixes the syrup with

carbonated water for immediate sales.

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ADVERTISEMENT AGENCY

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"#5-:TI(-M-AT "E-AJ&

In the year 77, coca'cola went for more creative advertisements and

split the > 288million ad account between Mr. . . ""A -:IH(9A and

:-"TI5- ":TI(T "E-AJ B""C presently howler. haitra leo burnett

handles the coke?s account.

Q India scenario : managing the ad account earlier with a very creative

desirer ting, McCann Erickson managing the to bring out the coca-cola ad

watchers with an Annus Indies descri!tion for the year "#$$ % the year that

the Atlanta brand started moving on the thesis that&&&&' In the once

thunder struck and then choice arm(s reach'

)r getting wall to look red but also about getting the brand(s massage right

through the corte* onto the mind the young India mind'+

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SOFT DRINK MARKET

INDIAN SCENARIO

0+


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P:IAIP/-(

9)

9"'9/"

IA#I"

01


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P:IAIP/-( 9) 9"'9/" IA#I"

De will conduct ourselves and business activates with the highest standard of

honestly integrity, and professionalism.

De will recogni$e the positive contributions that we make individual and team

member to produce our business success.

De will recogni$e the positives contribution that we makes individual and term

member to produce our business success.

De will encourage a learning environment where the people can constantly grow

developed and contribute.

De will strive for excellence and seek continue improvement in everything we do.

De will respect the entire stake holder, including employees and suppliers and instill

them with a person to deliver the highest employees and suppliers and instill them

with a passion to deliver the highest uality good and services.

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POLICY

The oca'ola ompany exists to benefit and refresh everyone it touches.

)or us, ;uality is more than %ust something we taste or see or measure. It shows in ourevery action. De relentlessly strive to exceed the worldNs ever'changing expectations

because keeping our ;uality promise in the marketplace is our highest business ob%ective

and our enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment because

oca'ola is...

The (ymbol of ;uality

ustomer and onsumer (atisfaction

" :esponsible iti$en of the Dorld

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STRATEGY ADOPTED BY COCA-COLA TO INCREASE

THE NUMBER OF CONSUMERS

The * "Ns is the underlying strategy for meeting company goals to increase no. of

consumers. The * "Ns are& '

A("!4",!4!t.&

To increase the availability of oca'ola products in an improved or innovative new

Packaging, dispensing systems, distribution systems, marketing programs and training and

development programs.

A%%$rd",!4!t.&

The consumer can afford the oca'ola products at a very reasonable price.

A##e't",!4!t.&

Making oca'ola brand is the beverage choice for any occasion depends on the likings,

taste and preferences of the target audience. "cceptability can also be increased through

advertising, sponsorships, promotions youth market activities, community programs and

other activities.

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IAT:9#=TI9A

T9

P:9-T (T=#J

18


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OB=ECTIVES OF STUDY

. To check out the availability of several promotional scheme of coca'cola for the

dealers.

2. To find out the retailers response regarding the various promotion schemes of

oca'ola and to %udge to %udge its impact on retailers.

*. To make an overall assessment of specified market to provide a better

promotional scheme for the dealers.

+. To draw a comparative analysis of promotional schemes.

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RESEARCH METHODOLOGY

Pr$,4e De%!n!t!$n& -

Identification of those retailers who are not satisfied with

promotional schemes of oca'ola?s

S$r#e) $% D"t"& -Primary

The study was conducted with the help of specified

format of the company. "ll the comparison was made wholly depending on

information gathered first hand.

Re)e"r#h In)trent)& -

9bservation and asking uestions according to the provided

format for the retailers.

Re)e"r#h Te#hn!e& -

1*


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e)t!$nn"!re

. Aame of the outletO RRRRRRRRRRRRR

2. Aame of the dealerORRRRRRRRRRR

*. "re you having S:ack charge Haro Mobile recharge karo L schemeOJes Ao

+. #ate of %oining the scheme.RRRRR..

0. ow did you come to know about this schemeO (alesman.

MIT. 5isitor.

9ther outlet. 9thersRRRRRRRRR

1. Dhat did you %oin this scheme forO Pri$es.

Money.

#isplay.-nrich relations with ScokeL.

"ny otherRRRRRRRR.

3. Dhat would you like the most to get as pri$eO ash. Eifts Trips

Prepaid connection. :echarge card . "ny otherRRRRRR..

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6. Dhat is the display statusODarm.

ool.

7. #o you have any problem regarding this schemeO

(alesman. Pri$e distribution . "ny other RRRRRRR

8. Dhich is the most exciting scheme you have participated yet in Scoca'colaL.

RRRRRRRRRRRRRRRR..

. Dhich is the most exciting scheme you have participated yet in "ny other brandORRRRRRRRRRRRRRRR.

2. Dhat improvement would you like to have in this schemeORRRRRRRRRRRRRRRR

*. "ccording to you what should be the duration for these sort of schemeO

9ne month. Three month. (ix month. 9ne year.

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SAMPLING AREA

S"'4e Are"& -

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To conduct the study of my pro%ect, marketing department of oca'ola gave me a

region of (outh #elhi. =nder the guidance of distributor I covered following areas.

TOTAL 0 OUTLETS

13

CENTRAL

DELHI

H.EM":E,

("AH":MHT.

/.A..P,"M-:I E"T-..M /"A-,

M--:"!"":

P":/I"M-AT (T:--T

. P,E9/- MHT.

:-#:9((,:-# )9:T

I.T.9 /"A-,!"/!"D"A

#-/IE"T-,"A(":IM":H-T


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. NUMBEROF RETAILERS GETTING THE

INFORMATION ABOUT THE PROMOTIONAL

SCHEME FROM THE DIFFERENT SOURCES&

(alesman ' 3

M.I.T ' 6

5isitor ' 6

9ther 9utlets ' 3

T9T"/UUU'UU08UUU

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/* THE PUROSE OF =OINING THIS SCHEME BY THE

RETAILERS IS &

Pri$e ' 10Money ' +0#isplay ' 2+-nrich relation with coke ' 1

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

T9T"/ ' 08

"s shown in the table 10 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 +0 were demanding for

monetary profit because it would help them in their business. Jet another 2+

demanded display facilities which helps them to increase their sales rest 1 had

totally different opinion i.e. outlets wanted only good relation with the

company.

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3


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* AFTER ANALYSNG THE MARKET THE MOST

DEMANDING ITEM AS A PRI8E BY THE DEALARS

&

ash ' 02Eifts ' 3*Trips ' 2Prepaid connection ' 3:echarge coupons ' 1

UUUUUUUUUUUUUUUUUUUUUUUUUUUUU T9T"/ ' 08

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* ACCORDING TO RETAILERS THE DURATION OF

THESE SORTS OF SCHMES SHOULD BE&

9ne Month ' 20Three Month ' 16(ix Month ' +39ne year ' 8

UUUUUUUUUUUUUUUUUUUUU

T9T"/ ' 08

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

and new scheme and more gift. 16 outlets were the favor of three months

scheme as they throught that * month schemes are much more profitable thenone month scheme. They can get more refunds from this scheme. They didn?t

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

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30


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1. T- #I))-:-AT -KIITIAE (-M- 9) 9"'9/"P":TI-P"T-# !J T- #I))-:-AT 9=T/-T(.

ash discount scheme ' 62(cratch card ' 2*:ack points ' *8:un collection ' 0

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUU T9T"/ ' 08

"s show in the figure 62 outlets are prefer the cash discount scheme by coca'

cola by which they got investment to get increase their business . and 2*

outlets are at scratch card scheme side in which they got surprise gift and *8 of

them suggest the rack schemes in which they got gifts on display of racks and0 is for run collection the collects the point as runs and sum of the points got

the gifts .

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33


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3. Jou will get proper scheme.

Jes 61@

Ao +@

36


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INTERPRETATION

Many retailers %oined the schemes to get something back from the coke.

This provides to be a motivating factor for them.

"s the figures say that short terms schemes for 1 month gives more time

to outlet to achieve their target.

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LIMITATIONS

OF

STUDY

68


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LIMITATIONS OF STUDY

. :etailers are reluctant to discuss the problems in detail and are not willing to provide

the exact information of each brand and si$es to the researcher.

2. The no. of outlet sample was less to draw any conclusion of channel wise sales.

*. The time period of study is %ust 6 weeks, under such constraints the study cannot be

undertaken comprehensively.

+. Eeographically area of #elhi was a big one and outlet were locationally scattered in the

nature. Thus was a difficult thing to cover even a single route in a day.

0. It being a dynamic market, where competition is cut throat, even outlet change their

response very freuently, thus at a time are biased.

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FINDINGS

)ollowing are the findings of the survey, whichI observed during the survey&

"ccording to analysis (alesman informed more about the promotional

schemes as compared to other.

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

them a financial support to their business.

The outlets %oin the schemes to motivate themselves by getting high pri$e

by company.

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SUGGESTIONS

AND

RECOMMENDATIONS

6*


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SUGGESTIONS AND RECOMMENDATIONS

These are the following suggestions, which I recommend to the distributor.

/aunching schemes which should act as counter attack schemes for

competitors

In order to raise the sales and compete he market the distributor should

give some extra scheme to its retailers.

Aew freuently scheme should be launched.

In short'term scheme for 1 month should be launched in comparison to

other brand.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

The B")!#) $% C$#"-C$4"& -

Publisher& oca'ola ompany

B$$5)& -

"uthor Aame ' E..!eri

!ook Title ' Marketing :esearch

-dition Aumber ' Third -dition

Publisher ' Tata Mc'Eraw ill

Pages 9f itation ' +, 72, 12, **7

Other) ,$$5)&-

"uthor Aame ' (.p gupta

!ook Title ' :esearch

-dition Aumber ' Third -dition

Publisher ' Tata Mc'Eraw ill

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Internet& -

(ites&

www.cocacola.com

www.google.com

www.coca'colaindia.com

www.myen%oy$one.com

63
http://www.google.com/http://www.coca-colaindia.com/http://www.google.com/http://www.coca-colaindia.com/


88/94


UESTIONNAIRE

66


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UESTIONNARE &

R$te N$* &-

N"e $% $t4et &-

C$nt"#t 'er)$n &

Addre)) &-

* T.'e $% Ch"nne4&-

" -atery , Erocery # onvenience d Institute e 9ther

/* In%r")tr#tre $% ret"!4 $t4et &-

A Pe')! C$#"-C$4"

" -mpty BiC BiC

,C5isionoye BiiC BiiC

# Ice box BiiiC BiiiC

d(ignage BivC BivC

*P"#5 "("!4",!4!t. $% " d"!4. "(er"+e )"4e &-

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7. :etailer satisfaction euipment&

BiC which company provides better scheme BvisioyeC

BaC Pepsi BbC oke BcC !oth BdC Aone

BiiC Dhich company provides better scheme for ice box&


8. :etailer satisfaction scheme&

BiC Dhich company comes out with good schemes&


BiiC Dhich company executes his marketing scheme&


72


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BiiiC Dhich company provides better option for marketing scheme&

BaC Pepsi BbC oke BcC !oth BdC none

BivC Dhich company offers other more trade scheme&


BvC Dhich company offers more value trade scheme&


. :egular satisfaction relationship&

BiC Dhich company route agent behaves more supportively and professionally&


BiiC Dhich company official visits more freuently&

BaCPepsi BbC oke BcC !oth BdC Aone

7*


94/94

For Hindustan CocaCo!a Co" P#t" Ltd.BiiiC Dhich company officer provide better solutions&


2. Problem Bif anyC&

*. (uggestion Bif anyC &

RETAILOR JS SIGNATURE

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