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A PROJECT REPORT

ON

MARKET SURVEY OF BRAND AVAILABILITY IN THE MARKET/ MARKET SHARES

FOR

BY

NISHANT JHA

UNDER THE GUIDENCE OF

“PROF M.D. KAKADE”

SUBMITTED TO

BHARATI VIDYAPEETH DEEMED UNIVERSITY, PUNE

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

THROUGH

INSTITUTE OF MANAGEMENT & ENTREPRENEURSHIP DEVELOPMENT

ERANDWANE, PUNE– 411038

(2011-12)

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UNDERTAKING

I, Nishant Jha have completed the Summer Project titled “Market Survey of the brand availability in the market/ Market Shares” at The Coca Cola Company under the guidance of Mr. M.D Kakade, in partial fulfillment of the requirement for the award of degree of Master of Business Administration (Business Analytics) from Institute of Management and Entrepreneurship Development, Bharati Vidyapeeth Deemed University, Pune. This is an original piece of work and I have neither copied nor submitted it earlier elsewhere.

Nishant Jha

MBA (BA)

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(Accredited by NAAC with ‘A’ Grade)

BHARATI VIDYAPEETH UNIVERSITY, PUNE

INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP DEVELOPMENT,

Paud Road, Erandawane, pune.

CERTIFICATE

This is to certify that Mr. Nishant Jha is a bonafide student of MBA (BA) programme of Institute of Management and Entrepreneurship Development, Bharati Vidyapeeth University, Pune, for the year 2010-12.

As a part of the University curriculum, the student has undergone summer project in “The Coca Cola Company” during the period of summer internship in the partial fulfillment of the requirement for the award of the Degree of “Master of Business Administration (Business Analytics)”.

The summer project report is prepared by the student under the guidance of Asst. Prof M.D Kakade.

(Student) (Chief Co-ordinator) (Co-ordinator) (Teacher Guide)

Date……….

Place………

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ACKNOWLEDGEMENT

The project on “Market survey of brand availability in market/market shares” is possible not only due to my work. There were certain other people who contributed to this project without which it would not have been possible. They provided me the kind of back up that one requires for successful completion of task.

This project in itself is an acknowledgement to the inspiration, drive and valuable guidance contributed to it by DR. NITIN NAYAK., Director of IMED, PUNE.

I am highly obliged and grateful to PROF. M.D. KAKADE (Faculty Member & Internal Guide) for providing me with valuable advice and endless supply of new ideas and support for this project.

I express my sincere gratitude towards Mr. Manish Kumar (Hr Manager), Mr. Durgesh Jha (Marketing Executive), Mr. Prashant Kumar (ASM), Mr. Akhilesh Kumar Jha (STL) and Ashish Jha (Marketing Manager), whose valuable guidance, constant interest and encouragement have helped me in successfully completing the project, who provided practical exposure for the project and his valuable guidance during the project work.

I am also thankful to all the respondents who spared their valuable time in filling up the questionnaire and helped me in analysis and successful completion of the project.

 

(Nishant Jha)

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LIST OF CONTENTS

Chapter 1 Synopsis of the Report 1

Chapter 2 Objective of the study 2

Chapter 3 Introduction of the topic 3-30

Chapter 4 Introduction of the company 31-47

I. About the company

II. History of Coca Cola

III. Organizational structure

IV. Principles & vision of Company

V. SWOT Analysis

Chapter 5

I. Research Design

II. Method of Data Collection

III. Data Analysis

IV. Limitation of Study 

48-58

I. Findings

II. Conclusion

59-64

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Chapter 6

III. Suggestion & Recommendation  

Chapter 7

Annexure

Questionnaire

Bibliography

65-68

SUMMARY OF THE REPORT

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The project directly deals with the growth potential of available brands of soft drinks in the market and shows the market share of each of available brands. So the study is in the following manner:

• If the market share of brands of Coca Cola is less than that of its rivalry brands then the project gives a platform to the company to develop an improved marketing and distribution plan which could boost up sales.

• The project also deals with the distribution efficiency of Coca Cola with reference to its products and so if the company is having loopholes in its distribution system then that could be improved by studying this project report.

• The project also deals with the competitive characteristics of available juice products, and o ther carbona ted product s in the marke t and so th is pro jec t would he lp the company to know its products core competencies and competencies of its rivalries. These competencies are measured through the following parameters and these are Pricing, Availability, Service, Taste and Preference of consumer pack.

OBJECTIVE OF STUDY

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1. To know about the popularity & consumption level of coca cola as a brand.

2. To know about the taste & various cold drink under the name of coca cola.

3. To know about the preference of people for different cold drink.

4. To know about the reason to dislike any particular cold drink.

5. To know about the services provided by the agencies or shops.

6. To know about the most consumable quantity & packing.

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CHAPTER I

THEORETICAL PRESENTATION OF THE TOPIC

INTRODUCTION

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The meaning of brands

Brands are a means of differentiating a company’s products and services from those of its competitors.

There is plenty of evidence to prove that customers will pay a substantial Price premium for a good brand and remain loyal to that brand. It is important, therefore, to understand what brands are and why they are important.

Macdonald sums this up nicely in the following quote emphasizing the importance of brands:

“…it is not factories that make profits, but relationships with customers and it is company and brand names which secure those relationships”..What is a brand?

One definition of a brand is as follows:

“A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differentiate them from those of competitors”.

Three other important terms relating to brands should be defined at this stage:

Brand equity

“Brand equity” refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other “intangible” assets such as patents, trademarks and channel relationships.

Brand image

“Brand image” refers to the set of beliefs that customers hold about a particular brand. These are important to develop well since a negative brand image can be very difficult to shake off.

Brand extension

“Brand extension” refers to the use of a successful brand name to launch a new or modified product in a new market.

Brands and products

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Brands are rarely developed in isolation. They normally fall within a business’ product line or product group.A Product line is a group of brands that are closely related in terms of their functions and the benefits they provide. A good example would be the range of desktop and laptop computers manufactured by Dell.

A product mix relates to the total sets of brands marked by a business. A product mix could, therefore, contain several or many product lines. The width of the product mix can be measured by the number of product lines that a business offers.

For a good example, visit the web site of Hewlett-Packard (“HP”). HP has a broad mix that covers many segments of the personal and business computing market. Managing brands is a key part of the product strategy of any business, particularly those operating in highly competitive consumer markets.

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.

A strong brand is invaluable as the battle for customers intensifies day by day. I t ’ s important to spend time investing in researching, defining, and building your brand. After all, the brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.

IMPORTANCE OF BRANDING

A strong brand influences the buying decision and shapes the ownership experience.

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Branding creates trust and an emotional attachment to your product or company. This attachment then causes your market to make decisions based, at least in part, upon emotion-- not necessarily just for logical or intellectual reasons.

Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually indistinguishable, a strong brand will help your customers trust you and create a set of expectations about your products without even knowing the specifics of product features.

Branding builds name recognition for your company or product.

A brand will help you articulate your company's values and explain why you are competing in your market.

Branding will help you "fence off" your customers from the competition and protect your market share while building mind share. Once you have mind share, your customers will automatically think of you first when they think of your product category.

QUALITIES OF A SUCCESSFUL BRAND 

Core Elements Description Example

Competent

A product or service must fulfill its promise and ensure the delivery of high-quality services are aligned with the company/organizations vision, and delivered with genuine commitment to customer satisfaction.

Dell Inc. provides consumers with the most effective computing solutions to meet their needs. As a result, Dell has become an industry-leader.

Clear

A strong brand is clear about what it is and what it is not. Volvo is clear about i t s commitment to safety. Their brand is not about speedy sports cars, small economy cars, or luxury cars, but about safety and the people you care to keep safe.

Compelling

A brand is appropriate for and interesting to its target audience. If not, it is ineffective and useless. BMW is focused on providing the ultimate driving experience for its luxury-performance automobile consumers.

ConsistentBrands are always what they say and who they are to bolster their brand attributes. Wal-Mart has been consistent branding itself as a low-cost retailer with a pledge to customer service, and satisfaction.Constant

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Brands are always visible to their customers and prospects. Coca-Cola is the world’s most recognized brand with its trademark bottle shape and dynamic ribbon below the Coca-Cola.

Connected

A brand connects to appropriate communities, affiliations, and partnerships. Establishing a n d maintaining a network of partners, intermediaries, and customers is important. Organizations should develop relationships that can reinforce their brand. The United States of America has established and built partnerships with government, schools, National Football League, and other organizations that have reinforced their focus on community building.

Committed

Brands are not a one-time event; it is not about fads, but built over time and requires steadfast commitment to ensure long lasting success. Brands build value over time through consistently living the Brand promise. The strongest brands in the market have either been around for a longtime, such as Coke and IBM. Or they have set the stage to be here for a long time, such as Amazon and Microsoft).

STRATEGIES OF COCA-COLA

In order to achieve this mission, Coca Cola create value for all the constraints it serve, including consumers, customers, bottlers, and communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs:

1. Consumer demand drives everything Coca Cola do.2. Brand Coca Cola is the core business.3. Serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink throughout the day.4. Be the best marketers in the world.5. Think and act locally.6. Lead as a model corporate citizen. The main strategies discussed here are as follows:

• Strategic Planning• Strategies of Quality• Expanding Target Market• Strategies of Getting Goals i.e. "High Profits"• Marketing Strategy• Price Strategy• Promotion Strategies• Distribution Channels• Facilitating the Product by Infrastructure• Advertisement• Sales Promotion Activities The details are as follows:

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STRATEGIC PLANNING

In last year’s, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the world's leading company. Company accomplished the crust of its strategy as

• Worldwide volume increased by 4 percent with strong international growth of 5 percent.• Earnings per share grew by 82 percent.• Return on common equity grew from 23 percent to 38 percent this year.• Return on capital increased from 16 percent to 27 percent.

STRATEGIES OF QUALITY

After Micro and macro analysis Brand "coke" primarily role is

1. Enhance competition moments2. When people watch cricket3. Through commercialization4. Fun time

EXPANDING TARGET MARKET

From last few years Coke has come back in aggressive manner.• Consumer has choice• Attractive brand name• Brand differentiating

Consumer Has Got Choice:

Now the consumer has got choice. Because now they know the name of big brand “Coca-Cola”.

Attractive Brand Name:

Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word "ok". So people can better differentiate brands with each other.

Brand Differentiation:

Now different companies have got different brand names. So, people can distinguish between brands. Two major brands "coke" and "Pepsi" also have brand names.

STRATEGIES OF GETTING GOALS i.e. "HIGH PROFITS"

To increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the profits. Some major ways are as follows.

• Volume can be increased• Interest level of consumers• To take part in energetic festivals MARKETING STRATEGY

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What people want in a beverage is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in India buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business.

PRICE STRATEGY

Trade Promotion:

Coca cola company gives incentives to middle men or retailers in a way that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market following "Seen as sold"

Different Price in Different Seasons:

Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in India. So in winter they reduce their prices to maintain their sales and profit.

PROMOTION STRATEGIES

Getting shelves:

They get or purchase shelves in big departmental stores and display their products in those shelves in attractive style.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion

Company also do sponsorships with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

•Direct selling

•Indirect selling

Direct Selling

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In direct selling they supply their products in shops by using their own transports. In this type of selling company have more profit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of India by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these includes:

• Vizi cooler • Freezers• Display racks• Free empty bottles and shells for bottles

ADVERTISEMENT

Coca Cola Company use different mediums• Print media• TV commercial• Billboards and holdings

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the

• Sales volume• Profitability• Target volume

Sales Volume:

Coke determines its yearly budget through the sales volume. They first concentrate on the thing is "what is the condition of their sales?" if the condition is good of their sales then they definitely increase their production and sales volume.

Profitability:

The second thing through which they determines budget is the "profit" .if they are getting profits with the high margin, then they definitely want to increase their profits in the next coming year. To get profit is the first priority of the Coke.

Target Volume:

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To run the business every industry increases volume in specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target.

Coke did the same.

SALES PROMOTION ACTIVITIES

•Coca-Cola Cricket•Coca-Cola Concerts•Coca-Cola Food Mela•Coca-Cola Basant Festival•Coca-Cola GO-RED•Coca-Cola Party in a Park •Coca-Cola Shopping Festival•Coca-Cola Pet Promotion•Coca-Cola Ramzan Campaign•Coca-Cola Wonder of the World Promotion•Coca Cola TV Maaza•Coca-Cola & Mc Donald's

From the Three A’s to the Three P’s

Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and affordability.  While these provided for tremendous growth, they also led to lowered entry barriers.  Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and price-related value.

The Power of Brand Accessibility

If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market.  But Coke thinks of its business and its market share in terms of “share of human liquid consumption.”  This makes water a competitor.  In fact, a Coke executive has said that he won’t be satisfied until “there is a Coca-Cola faucet in every home.”  Coca-Cola’s mantra is “within an arm’s reach of desire.”

One Final Coca-Cola Fact

A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”

Coca Cola has been the leading brand in the world for eleven years running and probably would remain so for many years because the company continues to reinvent its brand.

The secret behind the Coca Cola brand success is not the result of mere chance or  excessive spending on advertising, it is as a result of careful and systematic strategy.

KEY ELEMENTS OF MARKETING STRATEGY

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1. Assessing Market Potential.2. Route Riding and Indicators.3. Market Development.4. Sales Planning.5. Consumer Concern Handling.

ASSESSING MARKET POTENTIAL

Market potential is needed to draw better market strategies so that it adds on to our  business. Market potential means that what market offers us in form of business. Wrong assessment can lead us to wrong conclusion hence wrong strategies.

TOOLS REQUIRED TO ASSESS THE MARKET.

1. Every Dealer Survey (EDS).

2. Channel Assessment

3. FMCG penetration.4. Chilled Availability.

5 . M a r ke t S ha re

6. Per Capita Consumption.

7. CAGR 

8. VPO

9. PPO

10. Activation

Every dealer’s survey:

Every Dealers Survey gives us the true picture of the market and the satisfaction level of our dealers with

– Company

- The concerned ASM

- The Brand

- The Product.

- Salesmen.

- MD (Market Developer)

This tool of assessing the market is an effective tool which not only gives us the critical information of our outlets but also the activities done by our competitors in the market,

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so it gives us the true picture from which we can derive many information which can prove critical for our sales and will help us in better strategy making.

Channel assessment:

For an easier understanding of our market, we divide the market into channels and then study them channel wise.

Grocery: The local kirana store, in other words we can say a convenience store.

Pan Bidi: small vendors who sells tobacco and other related products.

Eating and Drinking:  place which has at least five table chairs to serve the customers are considered as eating and Drinking.

FMCG and village penetration:

In order to know the potential of the market one needs to know how many outlets are there and then how many FMCG outlets are there in it , further how many Coke outlets are there , it will tell us how much we covered Area market and how much potential is still untapped.

NUMBER OF COKE OUTLETS / NUMBER OF FMCG OUTLETS   *   100

NUMBER OF COKE SELLING VILLAGE / NUMBER OF FMCG SELLING VILLAGES*100

Chilled availability:

The concept of this is that coke and its product must be served chilled and in order to ensure that the market has to have coolers for it. Surveys of the number of coolers in the market will decide the amount of SGAs (Sales Generating Assets) we have to invest in order to achieve the target. NUMBER OF COKE COOLERS / NUMBER OF COKE OUTLETS   * 100

Market share

This ratio gives us the information about the penetration level of our brand and its product in the current market, where similar kind of products are also available to the same target group or the target customer.

NUMBER OF KO COMPANY PRODUCTS / TOTAL VOLUME OF SIMILAR PRODS*100

Per capita consumption

It tells us about the consumption level in our region.

ANNUAL VOLUME IN UNIT CASES / POPULATION *     24

(24: TOTAL NUMBER OF BOTTLE IN A CASE IS 24)

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If the PCC has gone down by the years it shows that the consumers have either shifted to other brand or product and the satisfaction level with our brand has gone down.

Historic data: CAGR  CAGR is the Compounded Annual Growth Rate. It tells us the growth we have achieved when we compare it to the performance of last year.

VPO: volume per outlet

VPO gives us the vertical growth. The objective of our strategy making should be to increase this VPO i.e. increasing the total volume at each outlet which will eventually add on to our target and sales.

ANNUAL VOLUME / NUMBER OF OUTLETS

PPO:  People per outlet

While VPO shows us the sale performance, PPO is an important indicator of our services to our customers. Every strategy making should aim at decreasing PPO sp as to give better services to our customers.

POPULATION / NUMBER OF OUTLETS

Activation:

One of the key elements of our business. Better visibility means better response hence better sales. Proper activation is needed as per the market conditions .Use of various activation elements in our market gives us a wider scope to better our sales.

These activation elements are:

1 . F l a n g e2 . R a c k .3 . H a n g e r s .4 . D r i nk i ng s h o t .5 . B a n n e r s .6 . P os t e r s .7 . T a b l e t o p8 . M e n u bo a r d .9 . P r i c e Ca r d .10. Road Standee.11. 3 Tier rack 12. Flex13. Coolers

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ROUTE RIDING

Route riding is one way by which one can check many aspects of his market , whether it is the penetration in the market or the salesmen and his effectiveness, during this period I found that route riding by ASM should be made compulsory once a week on every route. Basically route riding means going with the vehicle on the route , to every shop and to every dealer by doing so you , one can know the ground reality , the requirements of the market and most importantly the doings of the competitors .

Effective routes:

For effective route riding the foremost thing to remember is to

-reduce the unproductive driving time.

-avoid unnecessary halts at dealer’s shop

-time should result in business.

-provide required frequency to outlets.

MARKET DEVELOPMENT

Developing the market is a continuous process that needed to be done through the year and all the time. As discussed earlier there can be two kind of development possible, one is vertical and the other is horizontal. As VPO and PPO i.e. Volume per outlet and People per outlet .Vertical development is done by VPO and the horizontal development is done through PPO.

To increase the VPO following things are needed to be done:

1. Adequate glass inventory: at least five times the day’s sale inventory should be maintained all the time by the dealer; this will ensure that even if the salesmen misses a call in peak season, there are adequate empties.

2. Adequate market coverage: one can decide the number of required visits which are needed as per the demand of the area. Plan it as per the assessment report.

3. Vehicle support: choice of vehicle depends on:

-cases sold daily.

-seasonality.

-case deposit

-competition frequency

-traffic regulation

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-road conditions.

4. Trained salesmen

5. Merchandising: Or ITMO i.e.  In- trade merchandising opportunities basically a concept used to know and rate the merchandising performance of an outlet or a route individually on the basis of a certain defined set of parameters. Such as:

-cooler purity

-Warm display-inside display

-availability

6. Right mix of product:  key parameters we availability is one of the key element in this business; we have to ensure that each brand should be made available to the consumer. So right mix of brands is needed.

7. Right SGA: SGA is Sales Generating Assets   (visicooler & fridges) types of cooler will be decided as per the sales given by the dealer annually. The size of the cooler in every outlet should be 1.5 to 2 times the amount of its peak daily sale.

8 . Right pr ice mix : For horizontal development we need to decrease the PPO, in order to do so we need to open new outlets. We need to see the potential of the shops.↑VPO                     →PPO

SALES PLANNING

A sales planning is the combination of the volume projection, the SGA plan, t h e promotion plan and the route plan for the year. This will help us making right strategy for our market. To make a sales plan, we need:

•Historic data

•Chilled availability

•FMCG penetration

•Per capita consumption

•Market share

•Population

•Effect of promotion

•PPO

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•VPO

CONSUMER CONCERN HANDLING

A satisfied consumer means:

•Increased brand loyalty

•Recommends us to colleagues, family and friends

•Appreciates price/value importance

•Tries out our new range of product/repeat purchase

•Essential for the continuity of our business

Responding to consumer concerns:

•Take proactive action

•Take immediate action

•Take positive action to eliminate cause

•Inform and educate the consumers through effective dialogue or other media

•Apologize sincerely but without accepting blame

•Be diplomatic and never lose your temper 

•Don’t take the complaint personally

•Be calm and composed

•Listen carefully

•Show a sincere interest in the caller 

•Know the facts about your products

•Know about the hygiene measures in the manufacturing process

•Do not refer to any other incident except this one

•Confirm the solution to the consumer 

•Be punctual when you have to visit the consumer 

Consumer concern don’ts:

•Blame the consumer 

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•Bad mouth the competitors

•Blame someone else

•Be funny or make joke about the complaint•Interrupt the consumer while he is talking to you

•Say words that do not match your tone

•Use clinches

•Take on a “poor me, I only here” attitude

•Put on an “I don’t know” attitude

FREQUENTLY ASKED QUESTIONS?

•Can soft drinks be part of healthy diet?

Yes. Soft drinks contains water, so they can meet the body’s fluid requirements .In addition, the sugar provides quick energy.

•What about sugar or calories?

The amount of sugar and calories in soft drinks is about the same as that in orange juice as and less than that in apple or in grapes juice.

•Does sugar make kids hyperactive?

No.  Studies show no association between sugar consumption and hyperactive behavior.

•Are soft drinks bad for my teeth?

All common sugars contribute to the decaying of teeth. However, sugar in soft drinks has minimal effect on teeth because it’s in a liquid form. Comments like “a tooth placed in a glass of coke will disappear” are misleading.

•Do soft drinks have a lot of caffeine?

No. Coca-Cola contains only 1\3rd the amount of caffeine found in the same amount of brewed coffee.

•Is there a connection between soft drinks and bone?

No. Compared to other dietary sources of phosphorus like meat, cheese and nuts, soft drinks contribute only 2% of the total dietary phosphorus.

•Does the acid in Coke damage teeth or bone?

No. There is a small amount of edible acid present in many foods, including fruit juices, and buttermilk. It does not harm your body.

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RED: RIGHT EXECUTION DAILY

RED is the third party survey to ensure that the brand name is carried out by every dealer in the same dignity and pride. Brand name such as “COKE “carries with itself a great amount of respect and dignity and the same feeling should be transferred to our customers, RED is one aspect which is more important to us than the sale, it makes sure that the soul of company is same whether it is a grand shop in the mall or a small beedi shop in the outskirts of the city. Whether it is a dealer who buys 100 cases per day or a merchant who buys 1 case a day everybody has to follow the rules and regulation laid Under the RED. Visi cooler are the important part of this, we have to ensure that they are pure, price cards are placed and many other aspects which are covered under the RED has to be followed.

RED is done for three segment of the market, they are:

1 . D i a m o n d

2 . G o l d

3 .   S i l v e r RED is done on three parameters:

1 . V i s i c oo le r

2 . A va i l a b i l i t y

3 . A c t iv a t i o n

VisiCooler: -Visicooler is the Sales Generating Assets, which not only make the beverages product chilled which the company served its customers at the purchase point but also attract the number of shoppers or consumers in a given universe to buy company products.

In the visicooler, attention is given on the following points: The visicooler is as per standard or not.

The visicooler as per prime position or not.

Is the visicooler in a working condition?

Is the visicooler light working?

Is the visicooler 100% pure?

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Availability: - Under Availability, company ensures that their all products are available at the shop as per the standards of the company to serves the consumers or the shoppers. The main focuses of Availability are as follows: -

The company products are available at the shop in full flavor & range.

Consumers have enough choice to select the company’s beverage products as per their desire.Activation: -Activation is the important ingredients under RED. It is a technique by which the sales are generated. It is a complex set of activity by which the shoppers are stimulated to come at the shop. By proper activation buyers are induced to come at the purchase point.

Important tools for activation are Counter Top, Aerial Mobile Hanger, Crate Display, Road Standee, Flange, Signage, Branded Menu Cards, Combo Communication, Flex or Glow Sign Board, Three Tire Display Rack, Price Communication.

RED SCORING: -

RED Scoring is the techniques by which the quality of services & performance executed by the company’s personnel are enumerated in terms of numbers

The total marks assigned under RED are 100 and these total marks are segregated among the three factors of the RED, which are as follows: -

VISICOOLER = 30 MARKS

AVIABILITY = 50 MARKS

ACTIVATION = 20 MARKS VARIOUS MODELS USED AT COKE:

1 . P I TA M O D EL

2 . S E G M E N T A T I O N O F T H E M A RK ET

3 . 4 A ’ s M O D E L

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PITA MODEL:

N o . o f c u s t o m e r s % o f p o p u l a t i o n a m o u n t i n v o l . A m o u n t o f I n g i v e n u n i v e r s e t h a t b u y p r o d u c t b o u g h t p e r p r o f i t i n T r a n s a c t i o n v a l u e p e r T r a n s a c t i o n

PITA    model helps us to understand and makes it clear to the dealer why he should sell coke and its other brands. In other words we can say this model summarizes the profit story of the coke. We have to make the dealer believe that his market has the potential of making out good business.We at coke must ensure that we make business partners rather just dealers who sell our brand on cash and carry business.

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The model takes four parameters into account, they are:

1 .   P o pu la t i on2 .   I n c id e nc e .3 .   T ra ns ac t i on .4 .   A m o u n t .Population: Here with population we mean the total population of the territory which are being targeting. All, total people living in that area is our population whether they are soft drink customers or not. We must try to increase our visibility that will attract more customers to our territory; our aim is to increase this domain i.e. to increase this population. And this is only possible through penetration and really good and effective activation of the arousing various elements.Incidence: Here we talk of those out of the population who are our customers and consumers, they are the most important element of our business and utmost care should be taken not just to satisfy them but also to retain them. Here brand and its image play the crucial part. Throughout the period I found Coke holds a better image as a product than its competitors. Because dealers tend to remain with the company in spite of various options given to them by the competitors and the study in the two locations showed that“ThumsUp “had the strongest brand image and brand identity not only in the eyes of  dealers but also the customers. We should make the dealer believe in the brand image and demand of our products.Transaction: Volume of transaction done by the dealer with us, it depends on the daily sale from his outlet in order to increase this we must support the dealer with various marketing elements So that visibility of the brand increases which will eventually help in sales .Amount: It is the profit per transaction that our dealer can make out per transaction. Making him believe that his investment is save and the returns are for the long run and our association with him will help us both , should be our methodology to explain this model.OUR MARKET CAN BE SEGMENTED ALONG THREE LINES-

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OUTLET’S VOLUME, LOCALITY’S INCOME AND CHANNEL CLUSTER

L O C A L I T Y ’ S I N C O M E

MARKET SEGMENTATION UNDER RED

This model gives us the segmentation of the population what we had discussed in the PITA model. The segmentation is done on three parameters, these are;

1 . C ha n ne l c l u s t e r2 . O u t l e t V o l u m e3 . L o ca l i t y In co m e

CHANNEL CLUSTER : Markets are segmented on the basis of the nature of the business of the customers. In other words similar grouping of outlets are on done on the basis of format & shoppers occasion.

G R O C ER Y : Outlets primarily engaged in retailing of food and various household items. It includes grocers (outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati etc) and general stores (outlets selling item of day-to-day requirements and stocking a variety of branded products).

E&D: Outlets selling items to eat which are being cooked within outlet, made at the outlet with possibility of consuming those product within the product. The outlet may have a place to sit. It includes Bakery/Mithai store/Restaurants/Bars/Juice comers/Soft Drinks Shop/Cafes etc.

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Convenience: Includes outlets which are small stores or shops, generally accessible locally. These are often located alongside busy roads. It includes Chemists/STD booths/Pan Beedi shops etc.

OUTLET VOLUME: We classify our stores or our dealers onto four parameters as per the volume of sale given by them in the past year, below is the table which helps us to classify the outlets into diamonds, gold, silver, bronze.

LOCALITY INCOME: Here customers are segmented on the basis of their income. They are as follows:-

-Low income-High income-Medium income

CONCEPT OF 4A’S:

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This is the concept which needs to be clear in every employees mind because this helps in improving our sales through good marketing strategy, the four key elements are:

1. Availability.

2. Affordability

3. Acceptability.

4. Activation

Availability : Here with availability we mean the availability of the various brands in all the SKUs whether it is the glass , pet , tetra , or can all should be available to the dealer or ultimately to the consumers.

Affordability:  All our brands should be within the reach of our customers. Seeing that majority of our population belongs to the middle class proper SKUs and pricing should be adopted.

Acceptability: acceptability is another concept which should be kept in mind when ever we drafting any marketing strategy.

Activation: As explained earlier it is the most important aspect of our business, we at coke believe at better activation leads to better our sales.

Coke unveils fridge packs to boost sales

Gearing up for the searing summer ahead, cola major Coca-Cola India has introduced mid-sized bottles of 1.25 it to raise consumption and boost profits. Experts believe that reducing pack sizes is not just a way of increasing consumption but also helps convey a lower price perception to consumers and get better realizations.

 Ricardo Fort, vice-president (marketing), Coca-Cola India, said that “This new fridge pack of 1.25 it is a way to solve the leftover problem that consumers face when they open a bigger bottle. For smaller consumption, a 1.25 lit bottle offers a better solution.

This makes Coca-Cola the first among the two majors (PepsiCo) to have filled the gap between the 500 ml bottle and 1.50 lit bottles. This bottle size is implemented for nearly all the brands of the company. The earlier 1 lit bottle by both the companies has been withdrawn from retail outlets for some time now.

Coca-Cola’s Thums Up brand is the country’s largest selling cola brand. Unlike the rest of the fast moving consumer goods (FMCG) sector, the cola companies do not face a severe raw material pricing pressure. But in order to maintain brand loyalty among the consumers, the cola makers tend to spend excessively on marketing and distribution.

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 BRAND CHALLENGES

THE challenges facing brand managers have multiplied in recent times. Brands are often the most valuable assets for companies ranging from Unilever to Nokia. Yet, they can lose their value overnight if not managed carefully. Nothing underscores this fact more than this watershed event in the history of brand management: on April 2, 1993, which has come to be known in marketing circles a s  `Marlboro Friday,'  Philip Morris  announced it  would slash the price of Marlboro cigarettes by 20 per cent in an attempt to compete with bargain brands that were eating into its market. The day Philip Morris announced its price cut, stock prices of other famous brands also nosedived: Heinz, Quaker Oats, Coca-Cola, Pepsi, Procter and Gamble and RJR Nabisco. Philip Morris' own stock took the worst beating. The pundits announced that not only was Marlboro dead, so were all brand names. These concerns seemed to be justified because the Marlboro Man, launched in 1954, was the longest-running ad campaign in history. If the legendary Marlboro Man could face such a crisis, what chance did other brands have? The panic of Marlboro Friday indicated some dramatic shifts in consumer  habits. These shifts have become more pronounced in the last few years.

A study by advertising agency DDB found that the percentage of consumers between the ages of 20 and 29 who said they stuck to well-known brands fell from 66 percent in 1975 to 59 per cent in 2000, and those in the 60-  69 age-bracket from 86 per cent to 59 per cent. Thus both the young and the old seem to have become less brand-loyal. Many bargain-conscious shoppers have started to pay more attention to the value for money than to prestige. But that does not mean (as we shall see shortly) that price alone is the determining factor in the success of a brand. To u nd e r s t a nd s o m e o f t h e i n t r i c a c i e s w h i c h b r a nd m a na g e r s f a c e t od ay , a b i t o f   history is in order. The concept of branding has evolved over time, though the fundamental principles have not changed much. In pre-industrial days, people knew exactly what they ate and wore and which suppliers were trustworthy. Once they moved to cities, they no longer did.  A brand provided a guarantee o f   reliability and quality. Manufacturers had every incentive to maintain quality. A cake supplier, for example, ensured that each cake was as good as the previous one, because only then would people come back for more. Trust continues to be the core attribute of any brand. The owners of brands have to work hard to retain that trust. If they make any moves that undermine this trust or seem to do so, they will face severe resistance from customers. The new Coke is a classic example. Customers felt cheated that the Coca-Cola Company had changed the formulation of old Coke without consulting them. While the fundamental principles of brand management may not have changed much over the years, launching new brands has become trickier. Again, a bit of history is in order. In the past, building a brand was rather simple. It required little more than an occasional advertisement on a few television or radio stations highlighting the product's superior features. Brands such as Coca-Cola, Kodak and Marlboro easily established themselves. Over time, brand building has become much trickier. As manufacturing standards have risen, it has become harder for firms to differentiate their products on quality

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alone. This is particularly true of packaged goods such as food. Branded manufacturers are losing market share to retailers' own brands, which consumers have learned to trust. Another problem for marketers is that consumers have become harder to reach.  They are busier; more distracted and lead more complicated and less predictable lives. The traditional patterns of family life are also getting sharply eroded with the rise of dual income families. It is common to see husband and wife spending a lot of time outside home. Communicating with them and building a community of brand loyalists have become much more difficult. Yet another complication with brand building today is that in many cases customers pay a premium not because of its functionality but because it represents a way of life. So when launching or repositioning a brand, companies have to understand the emotional needs as well as the functional ones. For example, Nike's `Just do it ‘campaign is an attempt not to sell shoes but personal achievement. Similarly, Nokia's distinctive lifestyle advertising relegates functionality to the background. Maruti Udyog uses a lot of emotions in its advertising campaigns. Asian Paints strikes an emotional chord with the middle-class people through its ad campaigns. Cadbury’s attempts to reposition its milk chocolates and target the adult segment have revolved around ad campaigns with plenty of emotions. In short, companies have to build a story around their service or product and try to turn an otherwise routine purchase into something more exciting. But selling a lifestyle requires a far greater  understanding of human psychology. It is a much harder task  t h a n describing the functionality of a product. Yet another factor which has made brand management more challenging is that brands give protesters far more power over companies than they would otherwise have. Nike had to revamp its whole supply chain after being accused of running sweatshops. Anti-globalization supporters, environmentalists and NGOs can use the power of the brand against companies by mobilizing evidence of ill-treated workers and polluted rivers. The more companies promote the value of their brands, the more they will need to be perceived as ethically correct and socially responsible. Even as small mistake can trip them. Despite all these challenges, money invested in brands is well invested. The successful brands generate handsome returns for the companies owning them. Which is why even hi-tech companies such as Microsoft and Oracle spend so much on advertising? At the end of the day, the truth is that people like brands. They not only simplify choices and guarantee quality, but also generate fun and interest. So marketers have no option but to keep going at it.

ABOUT THE BOTTLERS OR DISTRIBUTION CHANNEL

Think local, act local

From the world's largest cities to its most remote villages, our bottling system is made up of locally rooted enterprises committed to quality. The Coca-Cola Company bottling partners  are  always  local  businesses,  exerting  a  strong  influence  on  economic development and actively participating in community life through local  events and philanthropic activities.

Bottlers and customer

Bottlers are a critical local link. They sell our brands to businesses and institutions -retail chains, supermarkets, restaurants, small neighborhood grocers, sports and entertainment venues, schools and colleges, among others. These customers, in turn, are where you go when you want a Coke® or one of our other brands.

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For each of our customers, providing the right mix of Company products and packages at the right price is the foundation of mutual success. Local consumer tastes determine the brands and package types a particular customer wants us to supply.

Bottlers in many countries offer tours of their facilities to schoolchildren and adultgroups. Contact the local bottler in your region for more information on tours and other activities that our bottlers sponsor.

Distribution Channel

The world’s most recognized trade mark and one of the largest nonalcoholic beverage companies. In its distribution channel the main function is of bottlers and the work of these bottlers are pre-decided. These bottlers have to follow the following steps:-

1. Ingredient delivery.

2. Washing & rinsing.

3. Mixing & blending.

4 .   F i l l i n g .

5 .   C a p p i n g .

6 .   L ab e l i n g .

7 .   C o d i n g

8 .   I n s pe c t i on .9 .   P a c ka g i n g

10.  Warehouse & delivery.

Cold-drinks under the brand name of Coca-Cola

1 . T h um ps -u p .2 . S p r i t e3 .   M a a z a4 .   Co c a - Co l a5 .   . L i m c a .6 .   F a n t a7 . P u l p y O r a n g e8 . M i n u t e m a i d

Coca-Cola gains over Pepsi in U.S. market share; soft drink industry shows modest growth

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Coca-Cola Co. in 2010 once again topped PepsiCo as the possessor of the most U.S. market share. But, to make matters worse for Pepsi lovers, Diet Coke took second place from Pepsi, pushing it to third place, according to data released Thursday by Beverage Digest, a publication covering the non-alcoholic beverage industry.

Last year, Coke sold 1.59 billion cases for 17 percent of market share. Diet Coke sold 926.9 million cases for 9.9 percent of market share, edging out Pepsi, which sold 891.5 million cases for 9.5 percent of market share,

Two diet brands -- Diet Mt. Dew and Diet Dr. Pepper -- posted volume growth rates in excess of +5%. Diet Coke, though down -1%, moved ahead of regular Pepsi in the brand rankings and is now the #2 brand. Pepsi's volume was down -4.8%. Beyond Diet Mt. Dew and Diet Dr Pepper, four other top-10 brands posted volume growth: Dr Pepper, Sprite, Mt. Dew and Fanta. The two big colas -- Coke and Pepsi -- continued to decline: Coke down -0.5% and Pepsi down -4.8%. Pepsi fell below 1 bil cases in 2008, for the first time in decades. Just below the top-10, Coke Zero grew +17.5% to 136.4 mil cases. It is the #11 brand, but it is still far from being a top-10 brand in this all-channel data.

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Top-10 CSD Companies and Brands for 2010

2010 2010 2009 Share 2010 Cases VolumeRank Companies Market Share Market Share Change (millions) % Change

1 Coca-Cola Co. 42.0 41.9 +0.1 3928.6 -0.5%2 PepsiCo 29.3 29.9 -0.6 2744.7 -2.6%3 Dr Pepper Snapple 16.7 16.4 +0.3 1562.8 +1.4%4 Cott Corp. 4.8 4.9 -0.1 452.2 -2.0%5 National Beverage 2.8 2.7 +0.1 261.1 +2.7%6 Hansen Natural 1.0 0.9 +0.1 95.6 +9.0%7 Red Bull 0.8 0.7 +0.1 76.8 +13.0%8 Big Red 0.5 0.5 flat 50.7 +3.9%9 Rockstar 0.5 0.4 +0.1 44.5 +19.0%10 Private label and other 1.6 1.7 -0.1 147.5 -2.9%Total Industry 100.0 100.0 n/a 9364.5 -0.5%

2010 2010 2009 Share 2010 Cases VolumeRank Companies Market Share Market Share Change (millions) % Change

1 Coke(coke) 17.0 17.0 flat 1590.0 -0.5%2 Diet coke(coke) 9.9 9.9 flat 926.9 -1.0%3 Pepsi-cola(PepsiCo) 9.5 9.9 -0.4 891.5 -4.8%4 Mt. Dew(PepsiCo) 6.8 6.7 +0.1 633.3 +0.5%5 Dr pepper(DPS) 6.3 6.1 +0.2 592.0 +2.8%6 Sprite(coke) 5.6 5.5 +0.1 525.5 +2.0%7 Diet Pepsi(PepsiCo) 5.3 5.6 -0.3 498.2 -5.2%8 Diet Mt Dew(PepsiCo) 2.0 1.9 +0.1 187.5 +5.8%9 Diet Dr Pepper (DPS) 1.9 1.8 +0.1 174.5 +5.6% 10 Fanta(coke) 1.8 1.8 flat 170.5 +1.0%

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To What Extent Is Coca-Cola Brand Image Responsible For Its Success?

Success in business can be defined through some articles before there are responsibilities for success through Business Plans - Goal Setting - Leadership - Marketing – Motivational - Personal Finance - Selling – followed by success.

Success can affect the coca-cola brand image is when determine how to satisfy customer ne e ds by identifying a market mix, Determine the needs of their customers through market research,  analyze their competitive advantages to develop h i g h  qu a l i t y   b r a nd image and identifies customer groups which a particular business can better serve than its target competitors.

Coca-cola brand image is responsible for its success, why is that; the 4ps of marketing mix.

• Product and services

• Promotion

• Place

• Price

Products and Services -Developing a highly specialized product or service, or providing a product-service package containing unusually high-quality service.

Promotion -Promotion strategies include advertising and direct customer interaction.

Price -Higher prices mean lower volume however, a big business can often command higher prices because of their service.

Place -Small retailers should consider cost and traffic flow in site selection, especially since advertising a low-cost, low-traffic location means spending more on advertising to build traffic.

The nature of the product or service is also important in sitting decisions. Location is less a concern for products or services that customers are willing to go out of their way to find. The recent availability of highly segmented mailing lists, purchased from list brokers, Magazines, or other companies, have enabled certain Coca-Cola businesses to operate from any location. CocaCola has set out to become the world's number one consumer marketing company by taking clear actions to differentiate...

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CHAPTER II

ORGANIZATIONAL PROFILE OF THE COMPANY

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Type Public (NYSE: KO)

Founded 1892

Founder(s) John Pemberton, Asa Candler

Headquarters Atlanta, Georgia, U.S.

Area served Worldwide

Key people Muhtar Kent (Chairman and CEO)

Industry Beverage

Products Coca-Cola, Carbonated soft drinks Water, Other Non-alcoholic beverages

Revenue USD 35.119 Billion (2010)

Operating income USD 8.449 Billion (2010)

Net income USD 11.809 Billion (2010)

Total assets USD 72.921 Billion (2010)

Total equity USD 31.317 Billion (2010)

Employees 139,600 (2010)

Website www.TheCocaColaCompany.com

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The Coca-Cola Company (NYSE:KO) is the world’s largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asacandler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion serving each day.

The company operates a franchised distribution system dating from 1889 where The Coca –Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current chairman is Muhtar Kent.

Brands

Some of the different brands are:

Barq’s Coca-Cola Dasani Diet coke Fanta Fresca Minute maid Powerade Pibb Sprite Thums up Vault Maaza Limca

These are just a few as there are many other Coca-Cola Brands.

Coca-Cola History

In May 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant and headache remedy, “Pemberton’s French Wine Coca,” sold at that time by most, if not all , of the city’s druggists.

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So when the new Coca-Cola debuted later that year-still possessing “the valuable tonic and nerve stimulant properties of the coca plant and cola nuts,” yet sweetened with sugar instead of wine- Pemberton advertised it not only as a “delicious, exhilarating, refreshing and invigorating” soda-fountain beverage but also as a ideal “temperance drink.” It is said coke was discovered when DeLuise, a 19th century American soda jerk accidently hit the soda water spigot, adding carbonated water to the syrup in the glass. The result was a "happy accident": the invention of Coca-Cola.

 Though Pemberton died just two years later - five months, in fact, after March 24, 1888, filing for incorporation of the first Coca-Cola Co. - the trademark he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world.  

 And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings  in 1886 ("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton Chemical Co.), is today  called the world's  most popular soft drink - accounting for billions of servings at restaurants in 195 countries. As "a local pharmacist" who concocted the world's most craved soft-drink syrup in a three-legged brass pot in his backyard. 

“Dr. Pemberton never fully realized the potential of the beverage he created.” Indeed, while Pemberton gets credit for the formula behind the Coca-Cola taste, he had capable successors in AsaCandler Robert Woodruff and Roberto Goizuete – men who built the product and the company into icon of pleasure and profit.

Pemberton actually remained more interested in expanding the market for French Wine Coca, a product based on the formula for another extremely popular Coca-based beverage, Vin Mariani, which had been developed in Paris in 1863. So when Atlanta’s prohibition act was repealed in 1887, only a year after its passage, Pemberton resumed the manufacture and sale of his original patent medicine, leaving his son Charles to oversee the production of Coca-Cola.

Although Pemberton may have envisioned a future for his soft-drink creation- enticing six Atlanta businessmen to invest in start-up Coca-Cola enterprise for reasons that remain a mystery he soon began selling his interest in the formula.

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted Coca-Cola into the following letters which has become famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob’s Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expenses, so the first year of sales were a loss. Until 1905. The soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.

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By the late 1890s, Coca-Cola was one of America's most popular fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-Cola Company increased syrup sales by over 4000% between 1890 and 1900. Advertising was an important factor in Pemberton and Candler’s success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle. THE WORLD’S MOST POWERFUL BRAND

Interbrand’s Global Brand Scorecard for 2007 ranked Coca-Cola the #1 Brand in the World. The ranking’s methodology determined a brand’s valuation on the basis of how much it was likely to earn in the future, distilling the percentage of revenues that could be credited to the brand, and assessing the brand’s strength to determine the risk of future earnings forecasts. Considerations included market leadership, stability, and global reach, incorporating its ability to cross both geographical and cultural borders. From the beginning, Coke understood the importance of branding and the creation of a distinct personality. Its catchy, well-liked slogans (“It’s the real thing” (1942, 1969), “Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling” (1987), and a 1992 return to “Can’t beat the real thing”) linked that personality to the core values of each generation and established Coke as the authentic, relevant, and trusted refreshment of choice across the decades and around the globe. INTERBRAND’S GLOBAL BRAND SCOREBOARD

2007BRAND RANK

2006BRANDRANK

CHANGE INRANK

BRAND NAME 2007 BRAND VALUE $M

2006 BRANDVALUE

CHANGE IN VALUE FROM PRE YEAR (IN %)

COUNTRY

1 1 0 COCA-COLA 65324 67000 -3 U.S.

2 2 0 MICROSOFT 58709 56926 3 U.S.

3 3 0 IBM 57091 56201 2 U.S.

4 4 0 GE 51569 48907 5 U.S.

5 6 1 NOKIA 33696 30131 12 FINLAND

6 7 1 TOYOTA 32070 27941 15 JAPAN

7 5 -2 INTEL 30954 32319 -4 U.S.

8 9 1 McDonald’s 29398 27501 7 U.S.

9 8 -1 DISNEY 29210 27848 5 U.S.

10 10 0 MERCEDES-BENZ 23568 21795 8 GERMANY

COKE IN INDIA

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Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sun fill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of t h e country’s top international investors. By 2003, Coca-Cola India had won the prestigious Woodruff Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality.

Coca-Cola India’s growth story continued in the second quarter of 2010. Its unit case volume grew by 22 per cent in the quarter (April-June), the 16th continuous quarter of such growth, of which 13 quarters have had double-digit growth. Atul Singh, President and CEO, Coca-Cola India and South West Asia, said: “We are seeing strong growth across our portfolio, both in sparkling and in stills. Brand Coca-Cola, too, registered strong growth during the same quarter. We plan to continue our investments to build the health of our brands, fuelled by world-class marketing and innovation.”

Marketing Cola in India: Effect of Pepsi

The post-liberalization period in India saw the comeback of cola but Pepsi had already beaten Coca-Cola to the punch, creatively entering the market in the 1980’s in advance of liberalization by way of a joint venture. As early as 1985, Pepsi tried to gain entry into India and finally succeeded with the Pepsi Foods Limited Project in 1988, as a JV of PepsiCo, Punjab government-owned Punjab Agro Industrial Corporation (PAIC), and Voltas India Limited. Pepsi was marketed and sold as Lehar Pepsi until 1991 when the use of foreign brands was allowed under the new economic policy and Pepsi ultimately bought out its partners, becoming a fully-owned subsidiary and ending the JV relationship i n 1994. While the joint venture was only marginally successful in its own right, i t allowed Pepsi to gain precious early experience with the Indian market and also served as an introduction of the Pepsi brand to the Indian consumer such that it was well-poised to reap the benefits when liberalization came. Though Coke benefited from Pepsi creating demand and developing the market, Pepsi’s head-start gave Coke a disadvantage in the mind of the consumer. Pepsi’s appeal focused on youth and when Coke entered India in 1993 and approached the market selling an American way of life, it failed to resonate as expected.

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WHY COCA-COLA LEFT INDIA IN 1977?

A trade secret is any information that allows you to make money because it is not generally known. A trade secret could be a formula, computer program, process, method, device, technique, pricing information, customer lists or other non-public information. If the economic value of a piece of information relies on it being kept private, it could be a trade secret.

One of the most famous examples of a trade secret is the formula of Coca-Cola. The formula, also referred to by the code name “Merchandise 7X,” is known to only few people within the company and kept in the vault of a bank in Atlanta, Geogia. The individuals who know the secret formula have signed non-disclosure agreements, and is rumored that they are not allowed to travel together. In the past, you could not buy Coca-Cola in India because Indian law required that trade-secret information be disclosed. In 1991, India changed its law regarding trademarks, and Coca-Cola can now be sold in that country.

Trade secrets are very different from patents, copyrights and trademarks. While patents and copyrights require you to disclose your information in the application process (information that eventually becomes public), trade secrets require you to actively keep the information secret. Trade-secret protections can potentially lat longer than that of patents (20 years) and copyrights (100 years).

Some of the ways to protect a trade secret are as follows:

• Restrict access to the information (lock it away in a secure place, such as a bank vault).• Limit the number of people who know the information.• Have the people who know the trade secret agree in writing not to disclose the

information (sign non-disclosure agreements).• Have anyone that comes in contact with the trade secret, directly or indirectly, sign non-

disclosure agreements.• Mark any written material pertaining to the trade secret as proprietary. 

Trade secrets remain valid only as long as no one else has discovered the information independently; the information has not been made public (by employees or published literature) nor discovered by working backward from the original product/process or publicly observing the product/process. If the trade secret is revealed in violation of a non-disclosure agreement, you can sue for damages. However, once the secret is revealed, it is hard to get the trade-secret status resumed. Trade secrets are protected under many state laws, Federal statutes and some international laws.

FURTHER DEVELOPMENT OF THE DRINK 

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The Coca-Cola Company started out as an insignificant one man business and over the last one hundred and ten years it has grown into one of the largest companies in the world. The first operator of the company was Dr. John Pemberton and the current operator is Roberto Goizueta. Without societies help, Coca-Cola could not have become over a 50 billion dollar business. Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist.  He concocted the formula in a three legged brass kettle in his backyard on May 8, 1886.  He mixed a combination of lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the fabulous beverage (Things go better with Coke 14).Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five cent non- carbonated beverage.

Name and logo:

Later on, the carbonated water was added to the syrup to make the beverage that we know today as Coca-Cola. Coca-Cola was originally used as a nerve and brain tonic and a medical elixir. Coca-Cola was named by Frank Robinson, one of Pemberton's close friends; he also penned the famous Coca-Cola logo in unique script.

Sale of coke:

Dr. John Pemberton sold a portion of the Coca-Cola Company to Asa Candler, after Pemberton's death the remainder was sold to Candler. Pemberton was forced to sell because he was in a state of poor health and was in debt. He had paid $76.96 for advertising, but he only made $50.00 in profits. Candler acquired the whole company for $2,300 (Coca-Cola multiple pages). Candler achieved a lot during his time as owner of the company. On January 31, 1893, the famous Coca-Cola formula was patented. He also opened the first syrup manufacturing plant in 1884. His great achievement was large scale bottling of Coca-Cola in 1899. In 1915, The Root Glass Company made the contour bottle for the Coca-Cola Company. 

AGGRESSIVE MARKETING THE ONLY KEY:

Candler aggressively advertised Coca-Cola in newspapers and on billboards. In the newspapers, he would give away coupons for a free Coke at any fountain. Coca-Cola was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades. Robert Woodruff was an influential man in Atlanta because of his contributions to area colleges, universities, businesses and organizations. When he made a contribution, he would never leave his name, this is how he became to be known as "Mr. Anonymous."

 Woodruff introduced the six bottle carton in 1923. He also made Coca-Cola available through vending machine in 1929, that same year, the Coca- Cola bell glass was made available. He started advertising on the radio in the 1930s and on the television in 1950.Currently Coca-Cola is advertised on over five hundred TV channels around the world. In 1931, he introduced the Coke Santa as a Christmas promotion and it caught on. Candler also introduced the twelve ounce Coke can in 1960. The Coca-Cola contour bottle was patented in 1977. The two litre bottle was

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introduced in 1978, the same year the company also introduced plastic bottles (Coca-Cola multiple pages). 

Woodruff did have one dubious distinction; he raised the syrup prices for distributors. But he improved efficiency at every step of the manufacturing process.  Woodruff also increased productivity by improving the sales department, emphasizing quality control, and beginning large-scale advertising and promotional campaigns. Woodruff made Coke available in every state of the Union through the soda fountain. For all of these achievements he earned the name, "The Boss"

Beliefs

There is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola Company is a vibrant network of people, in over 200 countries, putting citizenship into action. Through our actions as local citizens, we strive every day to refresh the marketplace, enrich the workplace, protect the environment and strengthen our communities. We are a local employer, with responsibility to enable our people to tap into their full potential; working at their innovative best and representing the diversity of the world we serve. We are an investor in local economies and a driver of marketplace innovation, with a responsibility to act as a good steward of our natural environment. And we are a local citizen, understanding our responsibility to contribute to an improved quality of life in our communities.

Leadership

E. Neville Is dell’s leads The Coca-Cola Company into the new century with a firm commitment to the values and spirit of the world's greatest brand. He was named chairman and chief executive officer in June 2004 and is the 12th chairman of the Board in the history of the Company.

Under Neville Is dell’s leadership, we have positioned The Coca-Cola Company for growth, guided by our mission to provide branded beverages that refresh people around the world, anywhere, anytime, everyday. A talented and highly experienced worldwide management team coordinates our new, nimble and entrepreneurial network.

Manifesto For Growth The Coca-Cola Company is on a journey. It is a bold journey, inspired by our simple desire for sustainable growth, and fueled by our deep conviction that collectively we can create anything we desire.

At its inception, the foundation for this journey has been termed Our Manifesto for Growth. Our Manifesto represents the beginning of a journey which, in fact, will never end. It is a foundation upon which we will build sustainable growth as each and every member  of  the  Coca-Cola system  recognizes  and  invests  in  our  rich  long-term opportunities, while also accepting a renewed responsibility for meeting our short-term commitments.

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The goals are simple: We will reinvigorate growth for our Company, and we will inspire our people. Likewise, our strategy is simple: We will accomplish our goals by building a portfolio of branded beverages, anchored in our icon, Coca-Cola®, and by enabling superior market execution globally and locally -- aligning and leveraging the power of our global network.

Ultimately, this journey will be propelled by unleashing the collective genius of our organization that will make sustainable growth a reality. We take this journey because it is in our very nature to innovate, create and excel.

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 nearly 400 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.

We bring refreshment to people in over 200 countries. Here are brief descriptions of our business in some of those locations -- information about our local history, brands, bottling operations, community involvement, and other initiatives.

AWARDS:

Diversity

• Top 100 Companies Providing Most Opportunities for Hispanics, Hispanic Magazine (2008)

• Top 50 Corporations for Supplier Diversity, Hispanic Trends (2008)

• Corporate Social Responsibility Award, National Puerto Rican Coalition (2007)

• Top 50 Corporations for Supplier Diversity, Hispanic Trends (2007)

• America's Top Family Friendly Companies, Vista Magazine (July issue, 2006)

Environment

• Jilin COFCO Coca-Cola Beverages Co., Ltd. in China named Jilin Environment Friendly Enterprise (2008)

• Pollution Control  Award  2005-2006,  Coca-Cola India  Patna Unit,  Bihar State Pollution Control Board (June 2008)

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• Golden Peacock Environment Management Special Commendation Award, World Environment Foundation (June 2008),

• Environmental Award,  Coca-Cola  Korea  Bottling  Company,  Minister of Environment, (June 2008)

• Social reporting transparency, Roberts Environmental Center (January 2008),

• Harbin Coca-Cola Beverages Co., Ltd. in China awarded Outstanding Environment Protection Unit (2007)

Company 

•Best Employer of the Year, Polish students community (June 2008)

•Citizenship efforts, Committee for Economic Development (June 2008)

•International Supplier of the Year, Wal-Mart (May 2008)

•China's Best Corporate Citizen Conduct Award, 21st Century Business Herald (December 2007)

•Best Corporate Citizen, China's Ministry of Civil Affairs (November 2007)

Brands

• Coca-Cola ranked #3, Best Brand Poll, Harris Interactive (June 2008)

• Coca-Cola among Top 10 Socially Responsible Brands, Alloy Media + Marketing (ranked by U.S. college students) (June 2008)

• Coca-Cola Singapore’s Heaven and Earth Revita White Tea 300-ml packaging design received "Best in Show" honors at 11th annual Beverage Package Design Awards

• Coca-Cola and BonAqua awarded "Best product of the year" in "soft drinks" a n d “water" categories respectively by the National Trade Association of Russia (2007)

• Kiwi Blue Pure Spring Water received silver in packaging category at 2007 Summit Creative Awards in Portland, Oregon

•Schweppes ranked as most trusted and Coca-Cola as second most trusted soft drink in New Zealand (Readers Digest survey, 2007)Advertising

•Coca-Cola, Coca-Cola Zero ads win awards at Cannes Festival

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•U.K. daily gives Coca-Cola Zero "Star Choice" Award

•U.K. football campaigns honored by sports marketing industry

•Coca-Cola Ramadan television commercial ("One Promise") received Gold Award for Best Cinematography, Best Production Design and Best Costume Design, and Bronze Award for Best TV Commercial (10th Malaysian Video Awards, December 2007)

•The Coca-Cola Company recognized as Best Advertiser in Iberoamérica (El Ojo de Iberoamérica Advertising Award, 2007)

•Australian sales promotion "Cash in Your Coke" received Gold Award for Best Useof Advertising in a Promotion (Australasian Promotion Marketing Awards of Excellence, 2007)

COCA-COLA SLOGANS FROM 1886 – 2011

1886 - Drink Coca-Cola. 1904 - Delicious and refreshing.

1905 - Coca-Cola revives and sustains.

1906 - The great national temperance beverage.

1908 - Good til the last drop

1917 - Three million a day.

1922 - Thirst knows no season.

1923 - Enjoy life.

1924 - Refresh yourself.

1925 - Six million a day.

1926 - It had to be good to get where it is.

1927 - Pure as Sunlight

1927 - Around the corner from anywhere.

1928 - Coca-Cola ... pure drink of natural flavors.

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1929 - The pause that refreshes.

1932 - Ice-cold sunshine.

1937 - America's favorite moment.

1938 - The best friend thirst ever had.

1938 - Thirst asks nothing more.

1939 - Coca-Cola goes along.

1939 - Coca-Cola has the taste thirst goes for.

1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola.

1941 - Coca-Cola is Coke!

1942 - The only thing like Coca-Cola is Coca-Cola itself.

1944 - How about a Coke?

1945 - Coke means Coca-Cola.

1945 - Passport to refreshment.

1947 - Coke knows no season.

1948 - Where there's Coke there's hospitality.

1949 - Coca-Cola ... along the highway to anywhere.

1952 - What you want is a Coke.

1954 - For people on the go.

1956 - Coca-Cola ... makes good things taste better.

1957 - The sign of good taste.

1958 - The Cold, Crisp Taste of Coke

1959 - Be really refreshed.

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1963 - Things go better with Coke.

1966 - Coke ... after Coke ... after Coke.

1969 - It's the real thing.

1971 -I'd like to buy the world a Coke. (basis for the song I'd Like to Teach the World to Sing)

1974 - Look for the real things.

1976 - Coke adds life.

1979 - Have a Coke and a smile 

1982 - Coke is it!

1985 - America's Real Choice

1986 - Catch the Wave 

1989 - Can't Beat the Feeling.

1991 - Can't Beat the Real Thing.

1993 - Always Coca-Cola.

2000 - Enjoy.

2001 - Life tastes good. (also used in the UK)

2003 - Real.

2005 - Make It Real.

2006 - The Coke Side of Life (used also in the UK)

2007 - Live on the Coke Side of Life (also used in the UK)

2009 - Open Happiness

2010 - Twist The Cap To Refreshment

2011 - Life Begins Here

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PRODUCTS

NAME GLASS PET CANTHUMPS UP 200ml,300ml 600ml,1.2lit,

2lit330ml

COKE 200ml,300ml 600ml,1.2lit,2lit

330ml

FANTA 200ml,300ml 600ml,1.2lit,2lit

330ml

LIMCA 200ml,300ml 600ml,1.2lit,2lit

330ml

SPRITE 200ml,300ml 600ml,1.2lit,2lit

330ml

MAAZA 250ml 1lit Tetra pack

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The SWOT analysis is been done on The COCA COLA Company and following things has been preferred in terms of company. 

STRENGTHS

• Popularity

• Well known

• Branding obvious and easily recognized

• A lot of finance

• Customer loyalty

• International trade

WEAKNESS

• Word of mouth

• Lack of popularity of many coca cola’s brands

• Most unknown and rarely seen

• Result of low profile or non-existent advertising

• Health issues

OPPORTUINITIES

• Many successful brands to pursue

• Advertise its less popular products

• Buy out competition

• More brand recognition

THREATS

• Changing health-consciousness attitude

• Legal issues

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• Competition

Strengths: - Coca Cola is an extremely recognizable company. Popularity s one of its superior strengths that is virtually incomparable. Coca Cola is known very well worldwide. It’s branding is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. Without a doubt, no beverage company compares to Coca Cola’s social popularity status. Some people buy coke not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying. At the other end of the spectrum, certain individuals choose not to drink coke, based solely on rebelling from the world’s idea that coke is something of such greater power. Overwhelming is the best word to describe Coca Cola’s popularity. It is scary to think that its popularity has been constantly growing over the years and the possibility that there is still room to grow. If you speak the words “Coca Cola”, it would definitely be recognized all around the world. Money is another thing that is strength of the company. Coca Cola deals with massive amount of money all year. Another strength that is very important to Coca Cola is customer loyalty. The 80/20 rule comes into effect in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles and cases of a product such as coke in a house. It seems that some people would drink coke religiously like some people would drink water and milk. With Coca Cola’s to sell their product all over the world, customers will continue to buy what they know and what they like... Coca Cola products.

Weaknesses: - Coca Cola is a very successful company, with limited weaknesses. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company. While many people have good thing to say, there are many individuals who are against Coca Cola as a company, and the product in which they produce. Word of mouth unfortunately is something that is very hard to control. Another aspect that could be viewed as a weakness is the lack of popularity of many Coca Cola drinks. Many drinks that they produce are extremely popular such as Coke and sprite but this company has approximately 400 different drink types. Most are unknown and rarely seen for available purchase. These drinks do not probably taste bad, but are rather a result of low profile or nonexistent advertising. Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like Coke is not very beneficial to our body and our health. With today’s constant shift to health product, some products could possibly loose customers. This new focus on weight and health could be a problem for the product that are detrimental to our health.

Opportunities: - Coca Cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to advertise its less popular products. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Other opportunities that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business. However, with Coca Cola’s power and success, such a task is not impossible.

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Threats: - Despite the fact that Coca Cola dominates its market, it still has to deal with many threats. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. This definitely needs to be viewed as a dominant threat. In today’s world, people are constantly trying to change their eating and drinking habits. This could directly affect the sale of Coca Cola’s product. Another possible issue is the legal side of thing. There are always issues with company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca Cola has to be careful with lawsuits. Other threats are of course the competition. Coca Cola’s main competition being Pepsi, sells a very similar drink. Coca Cola needs to be careful that that Pepsi does not grow to be a more successful drink. Other product such as juices, coffee, and milk are threats.

CHAPTER III

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PRESENTATION OF DATA AND ANALYSIS

RESEARCH METHODOLOGY

UNIVERSE

The universe is the entire group of items in the Darbhanga.

SAMPLE SIZE

Sample size refers to the number that has been collected from the universe to conduct a survey. A group of 250 respondents were selected randomly based on convenience and accessibility.

TYPE OF DATA

The approach to sourcing information for the “Coke Market Survey” Is primarily by informal Communications and interviews with participants in the coke market, i.e. consumers, traders and producers in all parts of the world.

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Sources of information will include:

• Statistical data on production and demand from industry associations and producers• Conference papers and company information• Trade data were available• Interviews with key industry participants

Primary Data

It is better to go for primary data i.e. for the first hand Information. This survey was followed by using the primary data collection method followed this survey. For collecting the data we followed the Questionnaire method.

SAMPLING TECHNIQUE

As the universe is quite large so a relatively small group of individuals selected are able to represent the whole universe. In my project I Followed the simple random sampling, every elements of the universe was given an equal chance of being selected

SAMPLING UNIT

Consumers of cold drink in Darbhanga

INTERPRETATION

Out of 250 people 45% consume cold drink twice in a week, 33% occasionally & 22%more than twice in a week 

INTERPRETATION

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In  the  given  sample  size  25%  people  prefer  thumps-up,20%  fanta,  18%  coca-cola,17%limca,15%sprite &5%maaza.

INTERPRETATION

Out of sample 65% people prefer drink due to its taste, 25% due to brand &10% due to its packing.

INTERPRETATION

Out of sample 42% people prefer plastic bottles, 38%people glass bottles &20% tin packing

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INTERPRETATIONOut of 250 people 48% people think 500ml is better, 34% prefer 250ml &18% prefer 1 lit.

INTERPREATION

Out  of  250  people  72%  people  are  satisfied  with  the  service  of  shops  or agency and 28%people are not satisfied.

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ANALYSIS

1. Under the brand name of coca-cola most of the people prefer Thumps-up due to its better taste. It is too strong so it satisfies them more & it also contain proper amount of soda.

2. People prefer Maaza less than any other drink of the same brand as it is very sweet in taste & contains less soda .It taste more like a juice than a cold drink

3. So, Maaza is famous among the people as a drink for children, where as thumps-up is preferred by everyone due to its hardness.

1. Do you think advertisement increases demand for a product?

Findings: Agree 50%

Strongly Agree 36%

Neutral 14%

Graph

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Analysis:

The percentage of people who agreed was 50%. They think that advertisement increases demand for a product. 36% people strongly agreed, while at the same time 14% were neutral.

Interpretation:

On the basis of the analysis, we interpret that demand is totally based on advertisement and the behavior of consumers also depends on AD, most of the consumers buy things because of advertisement.

2. Which advertisement of a particular product you like the most?

Findings: Coke 52% Cadbury 12% Pepsi 16% Slice 1% Colgate 1% Pears 1%

Aadidas 1% Tajmahal 16%

Graph:

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Analysis:

When we asked the customers which advertisement did they like most-52% of the respondents say “THANDA MATLAB COCA-COLA” and Pepsi gets 16%, Tajmahal gets 16%, 1% goes to each of the Slice, Colgate, Pears & Adidas and Cadbury gets 12%.

Interpretation:

Keeping in view the above analysis it can be interpreted that COKE because of its PUNCH LINE occupied a greater percentage of respondents’ mind. Similarly for other mentioned products, percentage wise which thereby shows that the particular advertisement is on tip of their tongue, which strongly denote Increase in demand.

3. How far are you influenced by the AD to buy a particular product of your choice?

Findings: 50% 12 respondents

More than 50% 22 respondents

Less than 50% 10 respondents

100% 06 respondents

Graph:

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Analysis:

The respondents respond that they are influenced to buy a particular product to an extent more than 50% while at the same time there were people with an opinion less than 50%.

Interpretation:

In the above mentioned analysis, the general perception of the respondents was that Ads did influence them to buy particular products. This leads us to interpret that the buying decision of a particular respondent depends on the advertisement.

4. Were you BUYING or are you going to buy the product shown in the advertisement?

Graph

Analysis:

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We analyze that about 80% of the respondents bought the products as shown in the advertisement and at the same time were willing to buy the product keeping aside 20% of the respondents who showed their denial.

Interpretation:

After the analysis conducted, we interpreted that advertisements played a crucial role towards buying decision of the respondent which reflects that they are strongly influenced to buy the product of their choice as shown in the advertisement.

5. How much percentage would you advocate to advertising in buying decision?

Findings 50% 15 respondents

60% 20 respondents

10% 18 respondents

40% 07 respondents

Graph

Analysis:On the basis of Questionnaire, we analyze that 20 respondents give 60% to advertising in buying decision, 18 respondents give 70%, 15 respondents give 50% and 7 respondents give 40% to advertising in buying decision.

Interpretation:

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As per the views of the respondents, we perceive that advertisement plays a significant role and it governs the buying decision of the respondents.

5. Advertisement MAY / MAY NOT influence purchase decision of consumer.

Findings: MAY 80% MAY NOT 20%

Graph

Analysis:

Viewing the percentage of respondents, we analyzed that advertisement may influence purchase decision of consumers.

Interpretation:

Based on the above analysis, we interpreted that yes, advertisement does influence the purchase decision of consumers which is relevant to the fact that the respondents go for buying a particular product of their choice and that choice hits their mind when they view couple of advertisement.

LIMITATIONS 66

It  is  always  true  that  there  is  no  end  to  learning  and  experimentation, similarly  we can never conclusively  say that a study is  complete.  This study could also have been more comprehensive but due to paucity of time, the number of samples and questions both were limited to a certain extent. Still the results deduced from the study are well supported by the data available. There are various limitation of the study:

•The  data  gathered  over  the  entire  span  of  this  project  may  not  be completely accurate due to the unpredictability of human nature and non-cooperative nature of respondents.

•A short time-frame of only 50 days might not be enough to yield the desired results that were envisioned during the commissioning of this project.

•The  results  would  had  been  better  reflected  if  the  study  would  had covered other locations across the country.

•More representation from several departments at all levels would had given a good mix to the respondents pool.

•Since a convenience sample was sought, many potential respondents may have been missed.

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CHAPTER IV

FINDINGS, CONCLUSIONS AND SUGGESTIONS

FINDINGS

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• Coca-cola India’s biggest growth has come from Kinley, its packaged water.

•Coca-cola continues to re-affirm its commitment to India through active “Citizenship Efforts.” All its plants in India partner with local NGOs to alleviate local community issues in numerous small ways. It boasts of impeccable credentials on quality

•No regular visits to the outlets

•No standard rates in the market.

•Outlets don’t have knowledge about the schemes provided by coca-cola.

Problem faced by retailers:

•No sign board, flexi board & paintings.

•Lack of two way communication.

•Less supply of variants.

Other findings:

RED IMPROVEMENT: making the dealers aware with the brand order and the purity will help us in maintaining RED, encouraging them to buy Ice boxes to keep the purity of our coolers will add to our efforts. Basically dealers are not aware of the brand order wended to educate them in order to help  ourselves .UTC plan could not create that buzz in the two markets. Problem what consumer faced is the method of messaging; moreover the sms had a cost. Very few people received some talk time so that discouraged the customers in short the scheme could not do that well that it done in the past years with similar kind of schemes.

Labour and salesmen need both the information and the motivation:

They both do not feel attached to a World class number one brand company, some moral boosting and motivating activity should be done for example:

- addressing him in front of all salesmen for last day’s performance

-citing him as an example to others

.-address his commitment and effort

-maintaining a performance board in the depot and months top performers photo should be placed there.

-talking to him, listen to his problems and motivate them.RIGHT BALANCE IS NEEDED TO MANAGE MOBILE WORK FORCEAND THE GROWTH OF FIRM.

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•Entrepreneur cannot afford to deliver daily all his time to labour or else his focus will shift and will not be able to take his business to the next level.

•Need of good HR practice & IT tools.

•For e.g. Mother dairy’s van are IT enabled , and manager keeps a track of all the vehicle from his laptop , this keeps the labour in check and he sees the penetration by merely sitting in his office.

COMMON PROBLEM WITH LABOURS

1 . Abs en t ee i sm2. Low productivity

3. Irregular Behavior pattern

Coke faces following problems

1. Proper education

2 . Mo t iva t ion

3. Thefts & cheats

4 . Ma n ipu la t i on

5 . Work loa d

SEVEN RULES FOR MANAGING A MOBILE WORK FORCE:

1. Update your management style.

2. Put everyone on the same page.

3. Give limited access.

4. Work on the glue but stay vigilant

5. Using HR and IT tools.

6. Keep tools up-to-speed

7. Measure productivity and not the activity.

CONCLUSION

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Brand development strategy of Coca Cola has been far reaching and has managed to remain in the limelight ever since it became a favorite with the non alcoholic drinkers.

It has been noticed that brand loyalty is an important factor in maintaining the number one position. The article below suggests the various brand building techniques of the company.

Founded in the year 1886, the Coca Cola Company enjoys the status of being one of the biggest non alcoholic beverage companies of the world. It has a distribution system, which makes it unique from the rest of the non alcoholic beverage manufacturers. Over the years, Coca Cola has passed several tests of brand enhancement and the company makes it a point that the products under the banner Coca Cola continue to invade the minds of the consumers.

The brand development strategy of Coca Cola comprised redesigning of its brand development policies and techniques to keep up with the changing mindset of its consumers. Earlier, this brand believed in the following:

•Affordability

•Availability

•Acceptability

However, this brand development strategy of Coca Cola was re worked to stress on the following instead:

•Price value

•Preference

•"Pervasive penetration”.

The essence of brand building of the company lies in the fact that it wants its consumer’s accessibility to be "within an arm's reach of desire". In an attempt to build its brand identity, as many as 20 brand attributes are tested every month involving as many as 4000customers. The brand development strategy of Coca Cola is effective as it has been able to construct,  manage  as well  as  maintain  its  brand  image  since  yesteryears.

Another reason why this brand has gained unanimous acceptance all around the globe is due to the fact that it has been able to connect very well with its consumers. This implies brand loyalty. Brand loyalty has been instrumental in keeping up the brand image of Coca-Cola. It believes in shelling out the best so that the consumers are retained by default. Apart of the brand building technique is also to enhance "purchase frequency". The company has also invested in various advertisement campaigns often engaging the services of celebrities around the globe. In addition

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to the consumers, there is another category of consumers, who increase the consumer base and they constitute the collectors of the brand. The collectors usually indulge in collecting old as well as upcoming logos of Coca Cola, bottles and literary matter. With regard to the brand development of Coca Cola Zero, the company came out with an advertisement, which was quite different from the conventional ones. In this regard, (no calorie beverage), it has shelled out three types of products.

•Coca Cola Classic

•Diet Coke

•Coca Cola Zero.

There are few experts who believe that when Coca Cola had the tag line of "The Real Thing", it was really that but with the invention of various categories of coke, the "real thing" changes to "many things", and the original flavor is usually lost. Hence, the brand building strategies should be such that it does not confuse people and is able to retain consumers despite the fact that several new non alcoholic beverage firms are on the anvil.

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SUGGESTION/RECOMMENDATION

1. Attempts should be made to increase the advertisements by providing the retailers with proper banners.

2. Regular checks of the glow signs and small boards should be placed at the shops.

3. Hoardings should be placed at most visible area.

4. The company personnel’s should visit the outlets to know about the feedbacks of retailers.

5. The company visit should also be made to check the status of proper supply chain management.

6. Periodical meets should be organized to know the retailers and their needs.

7. Load out should be made according to the route in which the vehicle is going. Load out need not be uniformed for all route. This ensures the availability of some particular SKU’s in more quantity which is essential for that specific route.

8. Any complain regarding the non working of the fridge and other company related products should be attended to as soon as possible for retailer satisfaction, thereby developing a long lasting relationship with the retailers.

9. Restaurants and other similar outlets should be insisted to keep visi cooler at the point of sale, so that it results in more product version.

10. Should work on grocery and convenience store as their market shares are low. They are the most unsatisfied retailers because of less supply of product variants.

11. Expect of discount in monetary terms, we should give offer like on 10 bottles, 1 or 2 bottles free.

12. Publicity of some brands should be done as a drink of every age group .e.g. Maaza.

13. The quantity of sugar as well as mango juice should be reduced.

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ANNEXURE

QUESTIONNAIRE

Dear Madam/Sir,

I, Nishant Jha, an MBA student pursuing my course from IMED, BVU, PUNE. As a part of my curriculum I am undergoing summer training at coco-cola, Darbhanga. Please give your views/opinions in the space provided below. The information provided by you will be kept highly confidential& will be used by me strictly for an analysis only.Name:__________________________________

 Age:___________________________________

 Contact no.:_____________________________

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 Occupation:_____________________________

 Q.1. How many times you consume a cold drink in a week?

(i) Occasionally (  )    (ii) twice (  )     (iii) more than twice.( )

Q.2 which drinks you will prefer under the brand name of coca cola?

(i)Thumps-up (  )    (ii) Limca (  )    (iii) Maaza (  )     (iv) Sprite (  )

(v) Coca cola (   ) (vi) Fanta

Q.3 Why you prefer the same drink?

(i) Taste (  )   (ii) Brand name (  )        (iii) Packing (  )

Q.4 Which packs you like most?

(i)  Glass Bottles (  ) (ii) Plastic Bottles (  )   (iii) Tin packing (  )

Q.5 Which quantity you think is most convenient?

(i) 300ml (  )   (ii) 600ml (  )   (iii) 1.25 liter (  )

Q.6 Among the above, which drink you dislike most and why?

Ans.______________________________________________________ 

Q.7 Which other thing you like to be added in your favorite drink?

(i) More taste (  )   (ii) More cheap (  )   (iii) More attractive packing    (iv) More offers or schemes (  )Q.8 Are you satisfied by the services provided by agency or shops?

(i) Yes (  )    (ii)   No   (   )

Q.9 If no, then what problem you face?

Ans.     _____________________________________________________ 

Q.10 Your suggestions

Ans.___________________________________________________________ ___________________________________________________________ ________________________________ ________________________ ___________________________________________________________ 

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Thanks for your co-operation!

BIBLIOGRAPHY

The relevant information for the Project has been taken from:

Websites Referred:

(1) Coca-colaindia.com

(2) Cocacola.com

(3) Google.com

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Books Referred:

(1) Canadian Fourth Edition, MARKETING MANAGEMENT Analysis, Planning And Control- Philip Kotler and Ronald E. Turner.

(2) Kotler, Phillip & Turner, Ronald.E; Marketing Management - Analysis, Planning And Control; Canadian Fourth Edition, Pearson Publication

(3) Coca-Cola India Handbook - Coca-Cola Beverages Pvt. Ltd (4) Sales Presenter Guide – Coca-Cola Beverages Pvt. Ltd

(4) Sales Presenter Guide – Coca-Cola Beverages Pvt. Ltd

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