INDUSTRY PROFILE

Marketing of consumers is a challenged exercise. It requires a lot of

precision on the part of marketing managements and through and continuous
study of the marketing has become even difficult in he light of the competition
both quantitatively and qualitatively.
The economic policy of the Government has brought many changes in
the Indian market. The size for many consumer products has increased
substantially. The plethora of choice an intensive competition is evident is
evident in the markets. The consumer is the most important factor. It is he/she
who determines the principles of marketing to a large extent.

COMPANY PROFILE

COMPANY PROFILE
Coke-cola was invented with Coke leaves and the kola nut as a basis in
May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. Dr. Pemberton's fIrst
Coke leaf drink, French Wine Coke, was actually an imitation of Vin Mariani, a
Coke-wine drink invented by Angelo Mariani and the same was considered
superior than the original drink. As Dr. Pemberton was not in good health, he
sold parts of the company to Willis Venable and George Lowndes in 1887.
Neither had the time to make, market or sell Coke and they sold their share of
the company to Woolfolk Walker and his younger sister Margaret Dozier.
Dozier owned two-ninths and Walker four-ninths of the formula rights.
Later Venable somehow disposed of his portion of Coke-cola in 1887 to Joseph
Jacobs, owner of Jacobs' Pharmacy. In early October, 1887 Dr. Pemberton got
three investors with an ad and he took $2;000 from J.C. MayfIeld, A.a.
Murphey and E.H. Bloodworth. The three new partners were ready to produce
all of Pemberton's wonderful medicines. At this point the formula of Coke-cola
was officially owned by Pemberton, Walker and Dozier, and several others had
interest in it.

Asa Candler, an ambitious Atlanta druggist some how acquired control

of the company later in 1888. With Charley Pemberton (John's son) claiming
his right to the drink. This kicked off two Coke clones by the names of: Yum
Yum and Koke. Despite illness Pemberton continued with his work and
developed a new drink, a modified cola with celery extract but died on August
16, 1888 before finishing the drink. Exactly two weeks after Pemberton died
Candler bought the remaining interest of Walker and Dozier for $1,000 with the
exception of the Walker, Candler & Company had legal rights to Coke-Cola.
In 1891, nine years prior to the invention of the paper clip, As a Candler
became the owner of the five-year-old Coke-Cola business and incorporated
The Coke-Cola Company and registered the "Coke-Cola" trademark with the
U.S. patent. The secret formula was dubbed "7X", and was only shared with a
handful of his most trusted associates.
Candler figured he just had to get people to try Coke-Cola and they'd
buy it. History proved him right, he branched out beyond soda fountains and
took the initiative to bottling. In 1894, the company opened its first syrup

manufacturing plant outside Atlanta in Dallas Texas. The following year

plants opened in Chicago and Los Angeles. Joseph A. Biedenharn, of
Vicksburg, Mississippi installed bottler machinery in his candy store in 1894
and became the first Coke-Cola bottler in the United States. The idea was that
people should be able to'take their refreshment with them wherever they go.
Three years later, with inventive advertising and promotions like souvenir fans,
calendars depicting robust young women and countless novelties Coke-Cola
had made its way into every state in the U.S.
In 1899, large-scale bottling was ushered in by two Chattanooga,
Tennessee entrepreneurs who bought the rights to bottle and sell Coke-Cola
across the United States. That operation was the forerunner of the largest, most
widespread production and distribution network in the world. The Coke-Cola
Spenserian script as a reminder was splashed on the sides of buildings and
barns walls to the extent of 2.5 million square feet in America's by 1908. By
1960's, the company moved onto more modem methods of promotion as other
means of advertising had emerged.

Candler sold the Coke-Cola Company in 1919 for $25 million to an

Atlanta banker named Ernest Woodruff and investor group he had organized. In
1923 E. Woodruffs 33-year-old son Robert Woodruff was elected president of
Coke-Cola Company. "The Business was re incorporated as a Delaware
corporation, and 500,000 shares of common stock were sold publicly for $40
per shares." Robert Woodruff bought Coke Cola Company to even greater
highs for more then six decades. "Fundamental to his success was a
commitment to the highest standards for product quality a commitment that
remains a hallmark for the Coke-Cola system today" .
In 1960, the Coke-Cola Company purchased minute Maid Corporation;
adding frozen citrus juice concentrates and adds, along with the trademarks
minute maid and Hi-C, the company's beverage line. The company later
acquired Duncan foods, a coffee producer, and formed the Coke- Cola
company foods Division in 1967, now known as the Minute Maid Company".
During 1977-1983 the company produced and marketed wine in the United
States and bought Belmont Spring Water company Incorporated In 1982.

Although Coke-Cola had dabbled on several industries over the years, in

1981 Roberto Goizueta a chemical engineer rejuvenated the business and
engineered the largest diversification. The $700 million acquisition of
Columbia pictures in 1982. In 1985, Coke changed its original recipe for
a"New Coke". Market shares had fallen and Guizueta changed the name
to"New Coke" the same was rejected by the consumers. This forced the
company to get back to the original recipe. In 1986, it consolidated the U.S.
bottling operation it owned into Coke-Cola Enterprises and sold 51 % of the
new company to the public.
Coke -Cola company thought that the Entertainment business would be
good for them and in 1982 acquired Columbia Pictures Industries, Inc, which
joined Tri Star Pictures in 1987, to form the independent corporation Columbia
Pictures Entertainment, Inc. Coke-Cola then sold Belmont Springs Water
Company, Inc. 1989, closing out a decade of accelerated growth and change.
While Robert was in the company the value rose from 4 billion dollars to 145
billion dollars. In 1997, Douglas Ivester, the architect of Coke-Cola's
restructured bottling operations, took over the company.

Despite the company running into legal problems like the French
government blocking acquisition the company in 1997, antitrust lawsuit from
Pepsi in 1998, shutting down of Belgium and France operations for two weeks
in June of 1999 the company continue to grow in all respects. The noble acts of
the Coke-Cola Company like assistance to American Red Cross and Big
Brother Big Sister and the company's value system, and quality for not only its
product but also life would continue to lead the company's growth.

PRODUCT PROFILE

PRODUCT PROFILE
Coke-Cola from an average six drinks a day at the time of invention is
consumed currently at the rate of more than 834 million drinks per day
generating sales over $15bn a year. The objective of the Coke-Cola Company is
to benefit and refresh everyone. Founded in 1886, Coke-Cola Company is the
world's leading manufacturer, marketer, and distributor of nonalcoholic
beverage concentrates and syrups, owns nearly 400 beverage brands. The
corporate headquarters is located in Atlanta, with local operations in over 200
countries around the world. Another aspect involving Coke-Cola's distribution
system is the companies' ambitious product line.
These beverages are classified into four separate groups, which consist
of the following: Carbonated Soft Drinks (CSD) - Coke, Sprite, Surge, Dr.
Pepper etc

No Carb- Nestea, juices, Fruitopia etc

IcoTonics-

Powerade

and Water - Desani (filtered water), and Evian (pure spring water which is
imported from Sweden.)

The Customers
The company's core brands are Coke-Cola Classic, Diet Coke, and
Sprite, which rank first, third, and fifth among all carbonated soft drinks in
North America. Coke-Cola's primary focus with these products is "instant
consumption", because that is an area in the market that has the biggest growth
potential. What instant consumption means is that Coke-Cola is trying to create
product accessibility for the consumer in an effort to increase their sales
volume without compensating the level of quality. Hence Coke Cola is
available in retail outlets, restaurants, grocery stores, or any other operation that
buys their products, and in return sells or serves these products to consumers.
Vending machines help accomplish this goal instant consumption" because they
provide ice-cold Coke-Cola products to consumers in a variety of locations.
The advantage is that consumers end up spending more than they do with the
canned drinks, which in the long run increases company profits.

Distribution
Employees at all levels throughout the distribution system take an
extremely aggressive approach to producing and delivering Coke-Cola
products in "real time" without jeopardizing the quality. This shared dedication
to the company is what has enabled Coke-Cola to saturate the national market
and begin its quest for global dominance. Internationally Coke-Cola Company
distributes 160 beverage varieties in nearly 200 countries worldwide. CokeCola owns 50% of the international soft drink market. Coke-Cola works
extremely hard to be one of the few companies in the world to successfully
reach literally billions of consumers. Coke-Cola's international distribution is
the backbone to the global approach.
International distribution for Coke-Cola began when they decided to
introduce Coke to Canada and Mexico in 1898. Within that saIne time period
Coke-Cola expanded across the Atlantic Ocean to Europe. The man responsible
for this was Charles Howard Candler, the oldest son of Coke Ccla's founder
Asa Candler. The Coke-Cola symp made an immediate impact in Europe,
which called for orders of five-gallon drums to Gennany,

Jamaica, and Panama. In 1906, the international bottling and distributing plants
were established in Panama and Cuba. Then in 1926, Coke-Cola's international
distribution began to expand even more with the help of a man named Earnest
Woodruff. He worked with his associates and Coke-Cola on organizing
international expansion by creating a Foreign Department. In1930, the Foreign
Department became a subsidiary called The Coke-Cola Export Corporation
distributing in only a few European countries and Canada. By 1940, CokeCola's sales began to increase with the expansion of bottlers in forty-five
international countries.
Coke-Cola is divided into four international geographic operating units
and one national operating unit. The four international geographic operating
groups are the Greater Europe Group, the Latin America Group, the Middle and
Far East Group, and the Africa Group. The Greater Europe Group operates in
Western Europe and is also growing in the eastern parts of Europe. The Latin
America Group covers from Tijuana, Mexico, in the north to Tierra del Fuego
in the south, which also includes operations in Central and South America. The
African Group operates in countries that make up the sub-Saharan Africa. "The
Company and its geographic operating units are led by a management team of
seasoned soft drink business veterans from

every corner of the globe" The last group is the Middle and Far East Group
operates in the most populated areas of the world. This group manages the
countries of the Pacific and Middle East. These countries consist of Japan,
Australia, China and India.
Coca Cola in India
After a 16-years absence, Coke-Cola returned to India in 1993. Coke
Cola India has made significant investments to build and continually improve
its business in India, including new production facilities, wastewater treatment
plants, distribution systems and marketing equipment. During the past decade,
the Coke-Cola system has invested more than US$ 1 billion in India. In 2003,
Coke-Cola India pledged to invest a further US$100 million in its operations.
Coke-Cola business system directly employs approximately 6,000 local people
in India and indirectly created employment for more than 125,000 people in
related industries through our vast procurement, supply and distribution
system. The Coke-Cola system in India comprises 27 wholly-owned companyowned bottling operations and another 17 franchisee-owned bottling operations
A network of 29 contract packers also manufactures a range of products for the
Company.

Coke-Cola India has 50 per cent market share nationally in the soft drink
segment. Despite accumulating losses of Rs 2,086 crore in its bottling
subsidiary, Hindustan Coke-Cola Beverages, in the last two years, the cola
giant has signaled its intention to stay the long haul in India. Coke-Cola India's
biggest growth has come from Kinley, its packaged water brand. Kinley has a
current market share of 35.1 per cent, nationally in this segment.

PROBLEM DEFINITION

PROBLEM DEFINITION
Whenever we think about summer we immediately recollect a product
soft drinks". Ever since the economy has opened its gate for foreigners and
foreign companies, the ultimate beneficiary is a customer because he is the
person who ultimately gets the qualitative products at the right place and at the
right time.
We have listened so many words about wars but many of us are
watching the "cola war". In this aspect every company wants to overcome the
other company in terms of price, product and availability, among this
availability occupies a major role and the present study is aimed to exploring
the potential for the increased availability of coke products, in various retail
outlets of Chennai. In this regard the study concentrates the potentiality for
further improvement of the product availability to suggest a suitable logistic
marketing strategy.

OBJECTIVES OF
THE STUDY

OBJECTIVES OF THE STUDY

OBJECTIVES
The Study assumes importance because of the increasing competition
between Coke and Pepsi. As the Competitive activities of Pepsi is threatening
Coke, the study of Supply Patterns and the Selling Patterns of both Pepsi and
Coke products becomes imminent to identify entry barrier for Pepsi in Coke
outlets, and strategic possibilities that can be exploited to induce growth.

To identify the market share of coke.

To assess the status of Coke with reference to Pepsi

To explore new areas of opportunities for Coke.

To identify the areas of weakness.

SCOPE OF THE STUDY

SCOPE OF THE STUDY

The scope of this study mainly deals with the retailers of Coke, Pepsi
and both. The survey has been taken in the urban areas of Central and North
Chennai. The study deals with the market share of both the competitive
products prevailing in the market. The study concerns on all the flavour
products regarding their pack size and availability. Special care has been taken
on the status of Soda and Water in the market.

RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY
Random sampling procedure has been adopted for the research for
collecting the data. To ensure proper selection, personal visits were made to
dealers in the selected area. Questionnaire method of evaluation is adopted by
conducting personal interviews. The selection of the area was based on the
proximity. To arrive at reliable estimation a properly spread out representation,
unbiased sample has been adopted. Keeping this in mind, a random sampling
procedure has been adopted for selection of dealers in the important markets in
North and Central Chennai.

LIMITATIONS OF THE STUDY

As the client base hails from North Chennai, the Study is based on
samples limited to some parts of North Chennai and some parts of Central
Chennai. The main limitations are time factor and resource factor, which made
us to restrict the sample size to 200. Some of the respondents don't show proper
interest.

ANALYSIS AND
INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

To get the data in the formulated way, percentage analysis is being used.
The tables and graphs are used to retrieve and represent the values in an
effective manner. Interpretations are used to describe the formulated data and
what we infer from the data has been shown in the inferences.

STATISTICAL TOOLS

STATISTICAL ANALYSIS

PERCENTAGE

CHI-SQUARE TEST

CHARTS AND DIAGRAMS

KLOMOGOROV SMIRNOV D-TEST

WEIGHTED AVERAGE

STATISTICAL ANALYSIS :
To fulfill the objectives of the study both conventional and non
Conventional statistical technique were used. The conventional statistical
techniques adopted in the present study are percentage analysis and Chi
Square Test.

CHI SQUARE TEST

Suppose we are given a set of observed frequencies obtained under some
experiment and we want to test if the experimental results support a particular
hypothesis or theory. Karl Pearson developed a test for testing the significance
of discrepancy between values and the theoretical values obtained under some
theory or hypothesis. This test is known as 2 test of goodness of fit. Karl
Pearson proved that the statistic.
DEFINITION
Literally, an attribute is a quality of characteristic. Examples of
attributes of drinking, blindness, honesty, etc
An attribute may be marketed by its presence (position) or absence in a
number of a given population.
2=(O-E) 2 /E where
O = Observed frequency
E = Expected frequency
2 is used to test whether the differences between observed and expected
frequencies are significant.
Note : if the data is given in series of n numbers then
Degree of freedom = n-1

Let us consider two attributes A and B. A is divided into two classes and B is
divided into two classes. The various cell frequencies can be expressed in the
following table known as 2 x ~ contingency table.
A

a+b

c+d

a+b

b+d

The expected frequencies are given by

E (a) = (a+c) (a+b)
___________

E (a) = (b+d) (a+b)

___________

N
E (a) = (a+c) (c+d)
___________

N
E (a) = (b+d) (c+d)
___________

N
a+c

a+b

c+d

N
b+d

N (Total
Frequencies)

Note: in this Chi - Square Test, we test if two attributes A and B under
consideration is independent or not.
Null hypothesis Ho :

Attributes are independent

Degree of freedom

d.f = = (r-1) (c-1)

Where
r

numbers of rows

number of columns

KOLMOGOROV - SMIRNOV TEST

This test is used when data are atleast ordinal and the research situation
calls for a comparison of an observed sample distribution with a theoretical
distribution. The KS is a goodness fit test in which the specified cumulative
frequency distribution occurred under the theoretical distribution is compared
with the expected frequency distribution under Ho.
The formulae to calculate KS Test :
D = maximum I fo (x) - fe (x) I
fo (x) = Observed cumulative frequency
fo (x) = Observed cumulative frequency
Decision arrived from the test is based on calculated value and comparing with
the critical value (table value) if the calculated value is higher, we accept the
alternative hypothesis. Similarly if the calculated value is lesser than the critical
value, we accept the null hypothesis.

WEIGHTED AVERAGE
Where the relative importance if the different items is not the same.
Weighted arithmetic mean is computed. The term 'weight' stands for the
relative importance of the different items. The formula for calculation is
Xw

wx/w where

Xw

represents the weighted arithmetic mean

represents the weighted variable value

Wx

represents the weighted the weights

PERCENTAGE :
Percentage is a special kind of ratio, which is used in marketing
comparison between two or more series of data.
Percentage can also be used to compare the relative items, relationships,
and the distribution of two or more series of data.

TEST NO : 1
KOLMOGOROV SMIRNOV D- TEST
To findd out the retailers opinion regarding the availability of various
soda 300ml in Chennai.
Null Hypothesis (Ho) : There is no significant difference in the availability of
various sodas.
Alternative Hypothesis (Ha) : There is significant difference in the availability
of various sodas.
Soda
availability
in 300 ml

Frequency
(F)

Fo(x)
c.f

Fe(x)
c.f

Fo(x)Fe(x)

Lehar

62

0.52

0.52

0.5

0.5

0.02

Kinley

57

0.48

0.5

Total

119

Calculated Value = 0.02

Table Value = 1.36/119 = 0.13
Conclusion: Ho is accepted.

Dmax

Inference :
The test shows that calculated value (0.02) is lesser than table value
(0.13), which infers that null hypothesis, is accepted. So there is no significant
difference in the availability of sodas with reference to Coke and Pepsi.

Test No: 2
KOLMOGOROV, SMIRNOV D- TEST
To find out the retailers opinion regarding the availability of various
soda 500ml in Chennai.
Null Hypothesis (Ho) : There is no significant difference in the availability of
various sodas.
Alternative Hypothesis (Ha) : There is significant difference in the availability
of various sodas.
Soda
availability
in 500 ml

Frequency
(F)

Fo(x)
c.r

Fe(x)
c.r

Fo(x)Fe(x)

150

0.52

0.52

0.5

0.5

0.02

Lehar

137

0.48

0.5

Total

287

Kinley

Calculated Value = 0.02

Table Value = 1.36/287 = 0.08
Conclusion: Ho is accepted.

Dmax

Inference :
The test shows that calculated value (0.02) is lesser than table
value(0.08), which infers that null hypothesis, is accepted. So there is no
significant difference in the availability of sodas with reference to Coke and
Pepsi.

Test No: 3
Chi-Square Test
The table showing the relationship between stock availability of Orange
flavours and the type of pack.
Null Hypothesis: The stock availability of orange flavours and the type of pack
available are independent.
Alternative Hypothesis: The stock availability of orange flavours and the type
of pack available are dependent.
Orange flavour available
Pack availability
200 ml
300 ml
500 ml
1500 ml
2000 ml

Fanta
263
24
179
49
102

Mirinda
173
12
126
29
72

Total
436
36
305
78
174

Calculations
Observed
FreQuency(O)
263
173
24
12
179
126
49
29
102
72

Expected
Frequency(E)
261
175
22
14
183
122
47
31
104
70

(O-E)2
O-E
2
2
2
2
4
4
2
2
2
2

(O-E)2 / E

4
4
4
4
16
16
4
4
4
4

0.02
0.02
0.18
0.29
0.09
0.13
0.09
0.13
0.04
0.06
1.05

The calculated X2 value is 1.05

Degree of freedom = (r-I) (c-I)
= (5-1) (2-1)
=4
Since X} for 5 degree of freedom at 5% level of significance is 9.488.
Inference:
The calculated value (1.05) is lesser than the table value (9.488), which
proves that null hypothesis is accepted. So we conclude that the orange flavour
available and the type of pack available are independent to each other.
Test No: 4
Chi-Square Test
The table showing the relationship between stock availability of Lemon
flavours and the type of pack.
Null Hypothesis: The stock availability of Lemon flavours and the type of pack
available are independent.

Alternative Hypothesis: The stock availability of Lemon flavours and the type
of pack available are dependent.
Brand availa
Pack availability
200 ml
300 ml
500 ml
Total

Limca
274
23
162
459

Mirinda
Lemon
102
17
119

Total
376
40
162
578

Calculations:
Observed
Frequency(O)
274
102
23
17
162
0

Expected
Frequency(E)
299
77
32
8
128
34

(0-E)2
O-E
25
25
9
9
34
34

625
625
81
81
1156
1156

(0-E)2/ E
2.09
8.12
2.53
10.13
9.03
34
65.9

The calculated X2 value is 65.9

Degree of freedom = (r-l) (c-l)
= (3-1) (2-1)
=2
Since X2 for 5 degree of freedom at 5% level of significance is 5.991.
Inference:
The calculated value (65.9) is greater than the table value (5.991), which
proves that null hypothesis is rejected. So we conclude that the lemon flavour
available and the type of pack available are independent to each other.

Test No: 5
The table showing the rank of various outlets based on the preference of
customer.
Weighted average for Coke
Rank
Measures

Total

Quality

76

90

34

200

Frequency Distribution

79

47

74

200

Credit support

45

63

92

200

Total

200

200

200

WEIGHTED AVERAGE METHOD

76 x 3 + 90 x 2 + 34
Quality =
3+2+1

= 442/6
= 73.67 (1st Rank)

79 x 3 + 47 x 2 + 74
Frequency distribution =
3+2+1
= 405/6
= 67.5 (2nd Rank)

45 X 3 + 63 X 2 + 92
Credit support =
3+2+1

= 353/6
= 58.8 (3rd Rank)

From the weighted average method we come to know that the first
rank goes to the Quality ~ the second rank goes to the Frequency distribution and
the third rank goes to the credit support.

Inference :
From the weighted average method, we come to know that Coke stands
first in quality and second in frequency distribution. It is very poor in giving
credit support.

Test No: 6
The table showing the rank of various outlets based on the preference of
customer.
Weighted average for Pepsi

Rank
Measures

Total

Quality

64

81

55

200

Frequency Distribution

57

43

100

200

Credit support

79

76

45

200

Total

200

200

200

WEIGHTED AVERAGE METHOD

64x3+81x2+55
Quality

3+2+1

409/6

68.17 (2nd Rank)

57 x 3 + 43 x 2 + 100
Frequency distribution =
3+2+1
= 357 /6
= 59.5 (3rd Rank)

79 x 3 + 76 x 2 + 45
Credit support =
3+2+1

= 434/6
= 72.3 (1st Rank)

From the weighted average method we come to know that the fIrst rank goes to
the credit support, the second rank goes to the Quality and the third rank goes
to the Frequency distribution.

Inference:
From the weighted average method, we come to know that Pepsi stands
first in credit support and second in quality. It is very poor in frequency
distribution.

FINDINGS

FINDINGS

Incidence of Coke dealers using Pepsi coolers, Pepsi sign boards or

own signboards are on the high. This would not help build loyalty factor
in the long run.

Exclusive Coke dealers owning their own coolers is very high, there is

always a threat for Coke to loose out to Pepsi or any other brand as
there is no bonding involved except that of business dealings.

80% of the dealers who sell both Coke and Pepsi products do not
have Coke boards to act as reminder at the point of purchase.

10 dealers who are exclusive Coke dealers have Pepsi sign boards
and sell Coke, this in the long run could de sell Coke and this conveys a
message to the consumer that the company does not take serious care

of its marketing activities and if it is not serious about its marketing

activities how will it be serious about the product it bottles.

While Coke dominates in the 200ml and 300 ml packaging

segment, Pepsi throws up major challenge in the 500 ml, 1.51t and 2 It
segments. This is an area of opportunity.

Despite two cola brands Coke and thumbs up competing Pepsi

seem to be having a strong footing among these dealers. This strength of
Pepsi could become a potential weakness if Coke offers mega deals like
super dealer offer or deemed distributor status.

In the case of clear lime based product segments Pepsi products are

clearly dominating over Coke brands in the 1.5 and 2 It segments.

This is opportunity lost for Coke.

Among these exclusive Coke dealers just 5 of the exclusive Coke

dealer who could have been converted from being Pepsi dealers
have Pepsi products to the level of almost 50% quantity compared to the
stock of Coke products held by all 54 exclusive dealers. This would
slowly pave the way for more exclusive dealers to convert themselves as
dealers of both Coke and Pepsi.

Two exclusive Pepsi dealers have Coke products to the extent of

20% of total stocks held by all 35 exclusive Pepsi dealers. These
dealers should be nurtured to convert as an exclusive dealer or at
least as a dealer of both Coke and Pepsi.

In the 300m! segment Pepsi Lehar seems to be dominating among the

111 dealers who handle both Pepsi and Coke. This is an opportunity lost
for Kinley or Bisleri.

Acquafina Pepsi seems to be dominating in the 1 It segment among

the 111 dealers who promote both Pepsi and Coke. This is an
opportunity lost for Kinley or Bisleri.

Pepsi had resorted to heavy dumping of Pepsi produces among its

dealers. This could be a major threat for converting Pepsi dealers to sell
Coke products.

Maaza tetra is found to have a very minimum share among the coke
products in the market.

Majority of the Coke dealers are not happy with the schemes, trade
offers or consumer offer. This a potential threat while majority of Pepsi
dealers not happy with the schemes or consumer offers this is an
opportunity to be exploited by Coke.

While the Coke products are supplied every day or every

alternative day for most of the Coke dealers, the perception among
the Coke dealers is that the products are least available in seasonal
period where demand is high. This is a major threat to Coke.

SUGGESTIONS

SUGGESTIONS

Need to develop entry barriers to prevent Pepsi from penetrating

into Coke markets.

Need to address Perceptional problems regarding availability of

products among Coke dealers Need to develop relationship development
programme or loyalty development programme to retain the existing
dealers and to grow the market further.

Need to develop strategies to promote sales of slow moving

products like Kinley soda in 300ml. segment and Kinley water in
lIt. segment, which is dominated, by Pepsi products.

Attractive schemes may be operated to dealers and outlets for soda

and water, which helps to increase its sales.

Measures should be taken to increase the sales of a tetra pack, which is

very slow moving in the market.

Attractive trade offers and consumer offers should given to

retailers and consumers which would effectively help to increase the
sales of Maaza tetra.

Need to promote usage of the product especially among school

children. Strategies need to be developed to make the product
available in schools during school hours at affordable prices to
increase usage.

Credit support should be given to the retailers, which always helps to

increase the sales of the individual outlets.

Measures should be taken to meet out the demands of the products even
at seasonal periods.

ANNEXURE

QUESTIONNAIRE
1.

Name of the outlet

2.

Area

3.

Type of the outlet

a) Cool Bar
b) Hotels and Restaurants
c) Telecom Center
d) Medicals
e) Retailers
f) Supermarket
g) Ice cream
h) Others

4.

Status
:
Coke monopoly
Pepsi monopoly
Both Coca and Pepsi
Others.

5.

Cooler :
a)
b)
c)
d)

Coca
Pepsi
Both
Own

6.

Signage :
Coca
Pepsi
Others

7.

What percent of stock (approximate) is available in each

outlet with reference to coke and Pepsi ?
PET
PGB

Coke

Grades
Grades

PET
PGB

Pepsi

Grades
Grades

8.

What is the Flavor wise stock available reference to

brands ?

Coke :
Pack

200ml

300ml

500ml

1.51t

21t

Tetra

Pack

200ml

300ml

500ml

1.51t

21t

Tetra

Flavor
Coke
Fanta
Limca
Sprite
Thumps Up
Maaza

Pepsi :
Flavor

Pepsi
Mirinda
Mirinda Lemon
M.Dew
7 up
Slice

9.

Soda availability in pack wise of Coca and Pepsi ?

Pack

500 Lt

300ml

Flavor

Kinley Soda
Lehar Soda

10.

Water availability in Pack wise

Kinely

Bisleri

Aquafina
Others

11.

What is the frequency of distribution of Coca and Pepsi to the outlets ?

Coca Cola.
Daily
W. twice
Pepsi :
Daily
W. twice

Alternative Days

Weekly once

Alternative Days

Weekly once

12.

Promotional support given by the coke and Pepsi ? Just

the appropriate
Opinion V.Good
Good
Average
Poor
V.Poor

P.Measur
es
Schemes
Trade
offers
Consumer
offers
Others

Pepsi :
Opinion

V.Good

Good

Average

Poor

V.Poor

P.Measur
es
Schemes
Trade
offers
Consumer
offers
Others

13. How effective and the Promotional Measures taken by the

Company ?
Opinion
P.Measur
es
Pepsi
Coke

H.Effecti
ve

Effective

Nor Eff
Ineff

Ineffecti
ve

H.Ineffecti
ve

14.

Which products is moving faster in Coke & Pepsi ?

Pack 200 ml 300 ml 500 ml 1.5ft

21t

Tetra

Brand
Coke
Pepsi
Thums up
Sprite
7 up
Mountain
Dew
Limca
Mirinda
Lemon
Fanta
Mirinda
Maaza
Slice
15.

Please Associate the Company to the following factors

and Rank them according to their preference?
Brand
Coca Cola
Pepsi
Measures
Quantity
Frequency
Distribution
Credit Support
16.

Please Associate the Company to the following table and

Rank them according to their Preference ?

Measures
200ml
300ml
500ml
1.5 Lt.
2 Lt.
Tetra

Brand

Coca Cola
Product availability

Pepsi
Product availability

BIBLIOGRAPHY

BIBLIOGRAPHY
1.

PHILIP KOTLER

"MARKETING MANAGEMENT"
10th Edition, Printice - Hall India,
New Delhi.

2.

S.P. GUPTA

"STATISTICAL METHODS"
Sultan Chand & Co., 1999,

New Delhi.
3.

C.R. KOTHARI

"RESEARCH METHODOLOGY"
2nd Edition, Wiswa Prakashan, 2000,
New Delhi.

4.

C.R. KOTHARI

"QUANTITATIVE TECHNIQUES"
3rdEdition, 1978,
Vikas Publishing House Pvt. Ltd.,
New Delhi.