ASSIGNMENTOF

MARKETINGMANAGEMENT

ON

SUBMITTED TO: SUBMITTED BY: Ms. Reeti Agarwal Animesh Agarwal Akriti Mehrotra Ankur Dutt Shagufta Arif (Sec.D)

PROFILE

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 reject.

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

the soft water the sugar syrup at the same time. Carbon dioxide is passed in

the drink to produce a fizz.

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

batch number and Time. After crowing the bottle, the bottle comes again at

checking screen for checking the bottle.

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 and sultry 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

company’s 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 company’s 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.

Four P’s Of Marketing

Product Price Place Promotion

PRODUCT

Product mix of Coca-Cola consists of the various brand packs and

flavors given in the table. Product strategy of the Coca-Cola is to promote all

the brands available in all the brands packs and to introduce the product in

new flavors and. even new product. Regarding this Kinley soda is

introduced. Fanta in green apple flavor is also introduced.

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.

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.

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.

Product 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

Pepsi

Orange 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+

200Ml. Limca Coca-Cola

Sugar 300Ml.

500Ml.

1.5 Litre

2 Litre Mirinda Lemon Pepsi

Clear Lemon Lemon Flavour+

Carbonated Water

+ Sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Sprite

7’Up

Dew

Coca-Cola

Pepsi

PRICE

Regarding the Pricing Policy we are not able to have the information

regarding the cost of the product and prices in the other origin but we have

the prices at which the products available in the market below:

All the soft drinks product of the company except MAZZA will have the

same prices on all the different sizes;

ON 200ML:

The prices of the bottle available in the market is Rs.9

ON 250 ML:

The price of the bottle is Rs.10 and this bottle is available for MAZZA only.

ON 300ML:

The prices of the bottle available in the market is Rs.11

ON 600ML:

The prices of the bottle available in the market is Rs.22 and it can be for soft

drinks except MAZZA

ON 1lt. Pack:

The prices of this pack available in the market is Rs.35 , MAAZA is of

Rs.40 and KINLEY water bottle is of Rs.12

ON 2lt. Pack:

The prices of this pack available in the market are Rs.55 and MAAZA is of

Rs.70.

10% discount have been given in the big retail outlets only in case of

1lt. and 2lt. pack. Regarding the allowances which are not fixed and can be

changed time to time.

PLACE

The Coca-Cola Company in India is governed from its corporate office

located at Gurgaon in Haryana. It governs the working of five zones

covering whole India these zones are: - Northern zone, Eastern zone,

Western zone, Southern zone and Andhra Pradesh zone. These zones are

divided in to various, plants, which govern the area assigned to them. The

areas are the various distribution centers called distributors and C&F agents.

Then comes the retailers/customer for the company's product, they receive

goods from distributors and C&F agents. Finally consumer is there, having

the product from the customer's shops or delivered to their home, it is more

clearly visible through this chart. The Coca-Cola Company, which gave its

reach to the mouth of billions of people all around the world having a wide

distribution, network. In India, the pace and speed at which Coca-Cola has

widened its business is really amazing. Distribution network is the biggest

strength of the company.

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.

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.

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%

DISTRIBUTION :

Marketing or Distribution channel refers to the set of marketing

intermediaries which manufacturer's link together to reach their products to the

ultimate 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.

PROMOTION

This part of the marketing is playing a very vital and important role in the

current situation in India. Looking at the competition and promotion and

advertising budget of both the companies coca cola and Pepsi, one can easily

estimate the importance of this. The promotion mix of Coca-Cola is divided in to

Top line promotion includes the promotion designed and done by the

company's corporate office of Gurgaon and the office of Bombay TV ads, design

of banners, and other POS done by the company simultaneously all around India

with no Difference in designs etc. fall in this category. Below the line promotion

includes the promotion schemes, publicity material, POS display done by the

company from zonal, plant, sales manager and area sales manager level. . At the

sales manager and area sales manager level the promotion done exclusively for

the cities in their respective area and other POS display.

ADVERTISING AND PROMOTION :

Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships.

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.

SALES PROMTION

It is a logistics control process that applies situational 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 transformation, by reducing materiel

requirements to only those that are needed and by leveraging stockage

positioning to reduce the total cost of sustainment.

It consists with:

Advanced Forecasting

Advanced Pricing

Advanced Stock Valuation

Agreement Management

Bulk Stock Valuation

Enterprise Facility

Planning Inventory Management

CONCLUSION

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. 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.