Beruflich Dokumente
Kultur Dokumente
On
Market Strategy of
Submitted for partial fulfillment of the requirement for the award of the
degree of
By
VIJAY KUMAR
Roll Number:-80301317058
Under Guidance Of
1
2
PREFACE
The material presenting in this report is mainly secondly date
colleting and thereafter has been analyzed and interpreted. The report
also contains – primary data as back and proof of the objective method
of data collection, analysis and interpretation.
3
Acknowledgement
I am very much obliged to Professor: Mrs. J.J. Maini my internal
guide who has given me valuable suggestions by providing me feedback
with which I was immensely benefited.
CONTENTS
4
Chap
ter No: Contents
1. INTRODUCTION
5
2.4.5 SOWT ANALYSIS OF COCA-COLA
3. DATA SOURCES
FINDINGS
CONCLUSION
QUESTIONNAIRE
Chapter 1
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1. INTRODUCTION
1.1.1 Birth of a Refreshing Idea
John Styth Pemberton first introduced the refreshing taste of Coca Coal in Atlanta
Georgia. It was may of 1886 when the pharmacist contacted a Caramel coloured
syrup in a legged brass kettle in his backyard. He first “distributed” the new product
by carrying Coca Cola in a jug down the street to Jacobs Pharmacy for five cents.
Consumers could enjoy a glass Coca Cola at the soda fountain, whether by design
or accident carbonated water was termed with the new syrup. Producing a drink that
was proclaimed delicious and refreshing..
By 1886 sales of Coca Cola averse nine drinks per day. That first year Dr.
Pemberton sold 25 gallons of syrup shipped in bright red wooded kegs. Ref has
been a distinctive colour associated with number of soft drink brand ever since. For
his efforts Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertisement.
7
1.1.2 The secret formula of Coca Cola
8
1.1.3 MISSION OF COCA COLA INDIA
Create consumer products, services and communication, customer service and
bottling system strategies, processes and takes in order to create competitive
advantage and deliver superior value to
Coca Cola has been termed a failure in India because of its inability to establish itself
as a market leaded. The primary brands for the Coca Cola Company are Coke and
Thums Up. The competing brands for Coca Cola are Pepsi Cola and Mirinda.
According to brand wise market share, Coke lags behind Thums Up and Pepsi.
9
1.1.4 VISION OF COCA-COLA COMPANY
10
Organization Chart
Board of Director
General Manager
Workers
11
1.1.5 PRODUCTION DEPARTMENT
Types of Product:-
A Coca Cola Company Limited produce the top ten brands with very successful are
as under:-
1) Coca Cola
2) Sprite
3) Fanta
4) Diet Coke
5) Cherry Coke
6) Citra
7) Mr. Pibb
8) Fruitopia
9) Frescu
10) Fumbling Foot Bear
Some product produce by Hindustan Coca Cola Beverages Pvt. Ltd. are as under.
1) Coca Cola
2) Fanta
3) Sprite
4) Crush
5) Maaza
6) Thumps up
7) Canada dry
8) Kinley soda
9) Kinley water
12
1.1.6 PRODUCTION PROCESS
EMPTY BOTTLES
ARE BROUGHT
BOTTLE
SNARLING
BOTTLE
WASNER
COSMETIC
SODA
13
LABELING
In production process first the water is taken from earth (underground) with the help
of motor and machines. Then it is put in the tank. This water is not pure water. There
are mainly bacteria in it. So to remove the bacteria the water is passed from chlorine.
Now the water is coming from underground so in that water there is sand, smell and
colour etc. To remove this the water is passed from sand water. Now the water is
sandless, smellness but in this water there is chlorine to remove this chlorine it is
passed from the activated carbon plant, which remove the chlorine from water after
giving all this treatment the water will become hard so to make it soft the water is
passed from softer plant. Then water will become soft water will pass from R osnais
plant. Now the water is passed from ultra violet rays to remove the bacteria and at
the end treated water is reach.
Now the treated water and sugar are mixed and it will become syrup. The syrup is
given carbon treatment to make syrup pure. After this it will filter in a filterisation plant
and simple syrup is reach. In this simple syrup flavour is added. This flavour is the
secret formula brought from Pune. Now the motner syrup is ready, to keep the soft
drink good in bottle before the consumer use. Now it is packed in the bottles.
Empty bottles are brought and the bottles are snarled before being felt in to the bottle
wasner. Uncleanable and defective bottles are segregated. The bottle washing
operation takes entirely minutes. Bottles are thoroughly washed, cleaned and
scrutinized in a simple hot water and then in caustic soda and at last in a final rinse
of chlorine soft water bottles are washed. Washed bottles are carefully inspected and
bottles are filled. At the end the production date is printed and the labeling is done.
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1.1.7 RESEARCH OBJECTIVES
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1.1.8 SCOPE OF THE STUDY
Scope of the study for Coca-cola by this study the company will come to
know:-
Through this study company will know about the availability of its
products
in the Market.
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Chapter 2
2. MARKET STRATEGY OF COCA-COLA
Marketing creating customer value and satisfaction Coca – Cola long the
world’s leading soft drink delivers on the simple but enduring promise, “Always
Coca – Cola” always thirst quenching always god with food, always cool always a
part of our life. These and other highly successful companies know that if they
take care of their customers, market share and profits will follow.
17
delivery of customer satisfaction at a profit. The two fold goal of marketing is to
attract new customers by promising superior value and to keep current customer
by delivering satisfaction.
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2.1.4 MARKET STRATEGY RELATED WITH MARKET
SEGMENTATION
Market consists of buyers and buyers differ in one or more ways, they may differ
in their wants, resources location, buying attitude etc. each buyer is potentially a
separate market. Ideally, a seller must design a separate marketing program for
each buyer.
Most sellers face large no. of small buyers and do not final complete
segmentation worth while instead; they look for brand classes of buyers who
differ in their product needs or buying responses.
Types of Segmentation:-
1 Geographic segmentation:-
Dividing market by its geographical limits does it. For example dividing the
market as rural market urban market, International market, domestic market
etc.
2 Demographic segmentation:-
It is done because of population of a particulars state of a country.
3 Psychographics segmentation:-
It is done because of taste, chose in company preferences, psychology etc.
4 Behavioral segmentation:-
It is bone because of the behavior of the consumer.
Major Segments
Major segments are basically those people who take this drink daily and those areas
where the demands is higher then the other areas. There are so many people who
take this drink daily and those people who take weekly and those who take less often
are always there as well. So, their basic segments are those people who take this
drink regularly.
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Market Targeting
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2.1.5 MARKETING MIX STRATEGY
Once the company has decided on its overall competitive marketing strategy, it
is ready to being planning the details of the marketing mix. The marketing mix is one
of the major concepts in modern marketing. We define marketing mix as the set of
controllable tactical marketing tools that the firm blends to produce the response it
wants in the target marketing. The marketing mix consists of everything the firm can
do to influence the demand for its product. The many possibilities can be collected
into four groups of variables known as the “Four Ps”: product, price, place, and
promotion. Figure shows the particular marketing tools under each P.
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2.1.6 MARKETING MIX
1 PRODUCT 2 PRICE
Product variety List piece
Quality Discounts
Features Allowance
Brand name Payment
period
Size Credit terms
Services
Warranties
Returns
Target
Customers
Intended
Positioning
3 PROMOTION 4 PLACE
Advertising Channels
Personal selling Coverage
Sales promotion Assortments
Public relations Locations
Inventory
Transportation
Logistics
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1 Product
Levels of Products:-
There are three levels of product:
Core Product:-
The problems solving services are core-benefits that consumers are really
buying when they obtain a product.
Actual Product:-
A product’s parts, quality, level, features, design brand name packaging and
other attributes that combine to deliver core product benefits.
Augmented Product:-
Additional consumer services and benefit build around the care and actual
products
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Product Line
Retailer can classify by the length and breath of their product assortment.
The most important type of retailers is:
Specialty store
Department store
Super market
Consequences store
Super store
Service business
1. Coca-Cola
2. Fanta
3. Sprite
4. Crush
5. Maaza
6. Thumps up
7. Diet coke
8. Canada dry
9. Kinley soda
10. Kinley water
In the world, Coca-Cola company make and selling their 300 product.
But in India, Coca-Cola Company selling a 8 product of carbon dioxide and other
are safe water.
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2.1.8 Product Mix
A product mix is a set of all the product lines and items that a particular seller
offers for the sale.
A company’s product mix dimension provides the handles for defining the
company’s product strategies. The company can increase its business in three
ways:
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2.1.9 Product Decision
Product Attributes
Developing a product or service involves defines the benefits that it will offer,
these benefits are communicated and delivered by product attribute such as quality,
features and decision.
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Branding
Brand is a name term, sign, symbol, or design or a combination of their
intended to identity the goods or services of one seller or a group of seller and to
differentiate them from those of competitors. The various brands of Coca-Cola in
India are the following:
1. COCA-COLA
2.THUMPS UP
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It is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977. “Coca-Col” Company acquired Thumps UP in
1993.
3. FANTA
Over the years it has occupied a strong market place and is identified as “FUN
CATALYS”.
4. KINLEY WATER
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5. KINLEY SODA
6. SPRITE
Worldwide sprite is ranked as no.4 soft drink and is sold in more than 190
countries.
In India sprite was launched in 1999 and today it has grown to be one of the
fastest growing soft drink.
7.LIMCA
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8. MAAZA
9.PULPY ORANGE
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rouge from toys attached from product the to complex graphic that identify the
product or brand, such as the product the label weight also described several things
about the product who made its contents how it is to be used.
Packing refers to the activities of designing and producing the container or
wrapper for a product. The package may include the products primary container.
Coca-Cola products, almost all of them are available in bottles of 250 ml, 500 ml
pet jar, 1000ml, 1500 ml and 2000 ml bottles as well as 330 ml cans.
The company use cola lime for preparing Coca-Cola from Pune, getting raw-
material (glass) from approved suppliers.
The advantages of packaging are as follows
In strip packaging there is aluminum foil on both the sides. strip
packing is done for providing stability to those products which are
having less productivity.
In facilitates branding and advertising of products.
In serves as a silent salesman. It induces the buyers to make re order.
It has got display value.
It helps the seller to increase his sales and obtained higher prices than
he could get from unpacked good.
Printed literature containing “Instruction to use the product” can be
easily passed on to the consumers by putting in the package.
Packaging given the product a prestige an individually and identity
which the goods sold in loose form do.
LEBLELING
Labels may range from simple tags attached to products to complex
graphics that are part of the package.
QUALITY
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The better attributes of the product may be called the quality of the product.
Quality means the ability of the product to perform its functions, overall durability,
precession, case of operation and repair and other valued attributes.
Coca – Cola’s company also believed on quality. It always take care the
quality. In the company of Coca – Cola they have special category of research
and development when its quality cheeked by the quality expert and after the
quality checking it reach to the consumer because quality is the main function of
any product. Coca – Cola is a quality conscious product due to it taste is same all
around the world.
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2.1.10 PRODUCT LIFE CYCLE
After launching a product the company wants to survive in a market to
earn a reasonable profit and for the progress and development of the product, but
the product has its own life after its launching into the market it has to pass
through various life cycle stages.
1. Product Development:-
It begins when the company finds and develops a new product concept
or idea. During a product process development sale is zero.
2. Introduction:-
3. Growth:-
4. Maturity:-
5. Declines:-
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PRODUCT ADVANCEMENT
In April 1985 the company proudly introduces the new taste of coke the first
change in the secret formula since the product was created in 1886. The launch of
coke with the new taste took place in the United States and Canada. While the initial
response to the new taste confirmed the company’s marketing research, many
consumers told the company they also wanted on option. The company listened and
in July 1985 the original formula of coca-cola returned as Coca-Cola classic, in 1886,
Coca-Cola became an still remains the top selling soft drink of the united state of
America. It is a brand No.1.
2.2.PRICE
“Price is the amount of money customers have to pay to obtain the product
ford calculates suggested retail prices that are dealers might change for each
Taurus. But ford dealers relay charge the full sticker price. Instead they negotiate
the price with each customer offering discount trade in allownness and credit
terms to adjust for current competitive situation and to bring the price in the line
with the buyer’s perception values.
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Coke launched the 200ml. bottle at Rs. 5/- in early 2003 which is attract the
consumer. After doubling process its capacity is six month flat. The cola major
had 28 new lines running in six months flat and even suppliers double capacity.
Coke spent big money 100 million in 2003 and 70 million in 2004 to found the
growth initiatives. For the first in months in 2003 the company registered more
than 40 % growth. The Rs. 5/- coke skv was often retailed at Rs. 6/- and the price
point was popular. That is concerned nearly 80 % of the market and 300ml. price
was Rs. 10 /-
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Pricing policies or strategies have played major, role in the company’s
growth and development over the course denotes the value of product or service
expressed in money only when a buyer and seller agree on price they can
exchange and transact the good and services and lead to transfer of ownership.
At “Coca-Cola” Company limited the price of the product like soft drink,
mineral water, etc. are determined according to various internal and external
factors such as:
Cost of Row-Material
Fix Cost
Variable Cost
Cost of Packing
Cost of Sales Promotion
Opportunities
If Coke is considered a luxury product. Then there is the tax rate system
15% - sales tax
20% - excise duty
27% - goes to government
03% - In making Budget
After paying all these taxes coke has to pay electricity charges. We have to spend on
distributions. After paying all these expenses Coke’s margin squeezed and
consumers have to pay for increasing tariffs.
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These are the opportunities through which we can increase the price and can get
profits.
Threats
There are much more threats in increasing prices. Because same problem of
substitute. If Coke increase the price lets say 1 rupee. Then people definitely won’t
go for coke. They have the best substitute of Coke that is Pepsi. So these are the
threats in increasing prices. Coke will lose the margin of its profit and can face loss.
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.
Coke can increase the volume by expanding the industry of coke. Through
advertisements, offering different interesting things to attract people towards this
product.
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2.3. Place
Distribution Channel
These channels transfer goods from producer to end users that are
consumers. It over comes the major factor such as time placed and possession
gaps that separate goods and services from those who would use them.
Members of the marketing channel perform many key functions. To the extant
that the manufacturer performs these functions, its cost rises and its price
becomes high. At the same time, when some at these functions are shifted to
intermediaries the producer is lower, but the intermediaries must change more to
cover the cost of their work in dividing the work of channel. Channel of
distributors are also called trade channels the problems of selecting the most
suitable channel of distribution for a product is complex. Channel is the
combination and sequence of agencies through which one more of marketing
follows and moves.
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At “Coca-Cola” Ltd., the distribution channel is as under:
Agents
Stock
Whole Sellers
Retailers
Consumers
About 80% of all retail stores are independence accounting for two thirds of
all retail sales. Other forms of ownership include.
Corporate Chain
Voluntary Chain and Retailer Co-operative
Franchise organization
Merchandising Conglomerate
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2.4. PROMOTION
With the types of products that Coca – Cola manufactures and markets,
needs and therefore markets can be found almost anywhere in the world.
Because these products are specially formulated and fulfill specific needs.
Consumer develops a loyalty towards these brands and these very consumers
promote these brands through world of month the same to their friends,
Colleagues and relatives.
Added to that is Coca – Cola strong advertising and promotional activities and
communication all of which together has ensured that pars enjoy a halting
presence and fame all over its most country India.
Due to, all these factors company try to make selling more some time
company personally deal with trader. It applies its personal policy for increasing
sales. Company deal to trader that if it sells he could get some special discount
agter selling decide time limit. So, trader always tries to sell that product first. So,
company tries to promote its products to using all these formulas or factors.
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2.4.1 Advertisement
Advertisement
Print Media
They often use print media for advertisement. They have a separate department for
print media.
POS Material
Pos material mean point of sale material this includes: posters and stickers display in
the stores and in different areas.
TV Commercials
42
In India coke give advertising with help of super stars of films and player like
Amir Khan, Aishwarya Rai, Salman Khan, Vivek Obroy , Rajwardhan Rathod etc.
who are the best super stars of the bollywood and every person attract by them
and they gives different messages in their adds about the products.
ICoke select in their add shooter Raj Vardhan who is shooter of India who win
many medal in their shooting game and attract all Indians with their game and
coke selected him in their add and he attract the cokes consumers also with their
thoughts. Obray ,Aishwarya Rai, Virendra Shwag, Amir Khan, Hritik Roshan and
Raj Wardhan Rathod came with Coca – Cola add.
Today Coca - Cola has become the latest company to use an umbrella
advertising coma ping to support its portfolio of brand. Now the coca cola
company make new Brand ambassadors like Imran Khan,
Brand ambassadors:-
Imran Khan
Akshay Kumar
Gautam Gambhir
4. Kalki Koechlin
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Billboards And Holdings
Coca cola is very much conscious about their billboards and holdings. They have so
many sites in different locations for their billboards.
Getting shelves
They gets or purchase shelves in big departmental stores and display their products
in that shelves in that style which show their product more clear and more attractive
for the consumers.
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.
UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and
they offer very handy prizes in it. Like once they offer bikes, caps, tv sets, cash
prizes etc. This scheme is very much popular among children.
DISTRIBUTION CHANNELS
Direct Selling
44
In direct selling they supply their products in shops by using their own transports.
They have own vehicles to supply their bottles. 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 Pakistan by their own so they have so many
whole sellers and agencies to assure their customers for availability of coca cola
products.
For providing their product in good manner company has provided infrastructure
these includes:
• Freezers
• Display racks
• Free empty bottles and shells for bottles
Personal Selling:
Public Relations:-
45
a) Setting Public Relations objectives.
b) Choosing Public Relations Messages and Vehicles.
c) Implementing the public Relations Plan.
Evaluating Public Relations Results.
There are so many factors, which affects the sale of coke. Here we are discussing
three major factors which effects coke.
First we will discuss about “ Per capita income”. This is major factor that affects the
sale of this soft drink. Because which every passing year budgets are becoming very
strict and tight in order to purchase things. So the disposable incomes of the people
are coming down. They spend heavily on rents, utilities, and education and basic
necessities and after that when they get extra money they think about this soft
drink .So the decreasing per capita income effects badly in selling and production of
this soft drink.And to get through with this difficulty there is need to increase the level
of per capita income of Pakistan because it is much lesser than the rest of the
countries.
Competitors
Coke’s major competitor is “PEPSI” and there is no hesitation to say this because
every one knows that and all the other cold drinks and water, coffee, tea are the
competitors.
Weather
46
Weather is the third major factor in effecting the Coke’s selling. This is
underdeveloped market so the coke’s consumption in summers is 60% and in
winters is 40%.
2.4.4. COMPETITION
That same year 1902, the first magazine advertisement for Coca – Cola
appeared in Munsey’s and it became obvious that the company would need
professional help in creating advertisements. In 1904, as a Candler, president of
the Coca-Cola company appointed the massengale agency trend to create an
image for Coca – Cola by having the art in its ads shoe people drinking the cola
and by attempting to carve out a sociological niche for its characters : middle to
upper class white Americans enjoying them selves on outings. Some how there
were always refreshment stands in the back of these scenes. At this pint in time
massengale advertised in newspapers and magazines but concentrated most
efforts on streetcars and billboards.
Massengale slogans were generally too long and Coca – Cola company trend
to curb this by hiring the W.C.D. Arcy agency to handle part of the Coca – Cola
account. Both ad add agencies shared the responsibility and covered their ads
47
with testimonials. Eventually, the massengale agency was bottled and in 1908 D
Arcy and fellow salesman Sam Dobbs dreamex up the idea for the world’s largest
outdoor sign at the time.
Mean while, Pepsi was tagging along. Its creator Caleb brad ham was busy
proclaiming Pepsi I cola to be “Exhilarating”, “Invigorating” and “Aids Digestion”.
“Don’t forget to purchase Pepsi at the soda fount ion.” In 1909, Pepsi too had its
own testimonial. The Coca – Cola company and ‘D’ Arey responded to Pepsi and
a slew of other would be challengers. Some amusingly called Coca – Cola and
Ko Ke Old/ By inserting phrases such as “Demand the genuine” and “Accept no
substitutes” in their advertisements. Coca – cola’s competitors repeatedly fail in
sales.
Strengths:-
1.Best Quality:-
“Coca-Cola” means quality. When you reach for one of our beverages,
whether it is a soda, juice, water or a soft drink, you know that you are
getting a product made from purest water and finest ingredients.
2.Availablity:-
48
3.No.1 Brand in the world of soft drink:-
4.Acceptability:-
Our one of the most big strength is that our product is accepted every
where in the world, with the taste that every type of people that is of every
region and religion can be accept.
Our Product is such as affordable product that each and every class of
people can afford to purchase the product is almost the reasonable rates
and one can get the nice drink with the little amount.
Weakness:-
1.Other Substitute:-
2.Government Interference:-
Experts says India bottling plants typically processed no more than 200
bottles per minute while the world wide norm for “Coca-Cola” was between
1200 to 1600 bottles per minute.
49
Chapter 3
3. DATA SOURCES
Data is collected from both the Primary sources i.e. questionnaire and also from
Secondary sources.
The primary source of data collection is through questionnaire. The Questions are
asked to 100 shopkeepers from Mandi Dabwali, Their view is recorded and used in
analyzing the data.
The secondary sources includes online sites, newspapers and Coca-Cola agency in
Mandi Dabwali.
Sample Size: - For this study I have taken sample size of 100 respondents
50
Sampling Procedure: - Simple Random sampling procedure was followed.
3.4 LIMITATIONS
Though this study was taken up with sincere effort to accomplish the
objectives,there were certain factors that held back the satisfactory completion of the
same.
The study being undertaken in the peak season of April month might not have
produced accurate data.
51
CHAPTER-4
Survey Analysis
The survey was conducted in different 100 outlets was conducted. It is not
enough to sport the giving the answers of Coca-Cola’s Market Strategy but it
make stronger to my secondary research. With the use of collected data I
have tried to give the answers of following questions:
4. Channels of outlets?
52
1. How many outlets is CC exclusive or Shared?
90
80 Shared, 88
70
60
50
40
Coca Cola,
30 12
20
10
0
Coca Cola
Shared
INTERPRETATION
With the help of chart I have interpreted 88% outlets are selling Coke and
Pepsi both the brand (shared) and 12% outlets are selling only Coke
brand(exclusive). By this we understand Coca-cola availability in market.
53
2. Market share of Coca Cola and Pepsi Company according to the sales
volume of month March, 2010.
60
Coca Cola,
60
50
40
Pepsi, 40
30
20
10
0
Coca Cola
Pepsi
4th
13
3rd Q
57%
INTERPRETATION
According to chart we can see Coca -Cola Company is the market leader with
the 60% of the market share and Pepsi has only 40% market share in Dabwali town
54
3. Coca Cola and Pepsi empties (Cases bottles) available in the outlets?
70
60 Coca Cola,
61
50
40
Pepsi, 39
30
20
10
Coca Cola
Pepsi
INTERPRETATION
It is clear from the chart that Coca cola has 61% empties comparing to 39%
of Pepsi. It shows the Place( distribution )strategy of Coca-Cola.
55
4. Channels of outlets?
80
70
Convenience
60 , 76
50
40
30 Grocery, 24
20
10
Convenience
Grocery
INTERPRETATION
As per chart we can say that max 76% outlets are convenience and 24% outlets are
Grocery. It shows it’s distribution channels.
56
5. Availability of cooling systems in the outlets?
60
50 CC visi, 53
40 OWN, 31
30
20
10 P visi, 6
CC chest , 8
0 P chest , 2
OWN CC P visi CC
visi P
chest chest
INTERPRETATION
It is clear that 31% outlets have there own freeze, 53% outlets have Coca cola visi-
coolers and only 6% have Pepsi visi-coolers, 8% have Coca cola chest cooler and
only 2% have Pepsi chest cooler. By this chart we see it’s promotion policies and
streatgy.
57
6. How many outlets are seasonal and permanent?
70
60
50 Permanent,
67
40
Seasonal,
33
30
20
10
Seasonal
Permanent
INTERPRETATION
According to data in Dabwali town 67% outlets are permanent and 33% outlets are
seasonal.
58
7. How many Drinking shots are available on outlets?
80
70 Coca Cola,
78
60
50
40
30
Pepsi, 22
20
10
Coca Cola
Pepsi
INTERPRETATION
It is clear that 78% outlets have Coca cola’s drinking shots but only 22%
outlets have Pepsi Drinking shots. It shows that distribution strategy of coca-cola.
59
70
Coca Cola ,
60 67
50
40
30 Pepsi, 33
20
10
Coca Cola
Pepsi
INTERPRETATION
According to chart it is clear that 67% outlets have Coca cola’s rack but only 33%
outlets have Pepsi’s rack. It show the facilities given by the coca-cola company to
shopkeepers or outlets.
60
60
50
Medium, 51
40 Low, 37
30
20
High, 12
10
0
High
Low
Medium
INTERPRETATION
According to data shown in the chart we can see that maximum 51% outlets
in Dabwali town comes under medium class,37% outlets comes under low category
and only 12% are in high class. It shows the market segmentation where the medium
shop has a high income.
61
80
73
70 se,
Ba
ily
60 Da
50
40
30 ,5 ,9
ek k
20 we ee
in W
3 in ,2
10 2
or
O
nc
e
do
m
11
l ,
0 Se No
Daily Base
Once in
Week
No
INTERPRETATION
By this chart we see its distribution to shops or it’s outlets. There is 73% on daily
base through their vans, two or three time in a week is 5%, once in week 9% ,
seldom base is 2% and where it’s van not come is 11%.
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FINDINGS
In Sirsa region Coca cola Company is providing less schemes to retailers
comparing to competitors. Some retailers are not satisfied with the schemes
provided by company
On some outlets Coke cases are available but bottles are exchanged
by competitors, therefore coke suppliers are facing problem to provide
them products due to lack of empties.
Some activation things like racks and hanger are not enough in Dabwali
market.
Coke has been rapidly providing visi coolers to retailers at present 53 Coke
Visi-coolers are available in Dabwali town.
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CONCLUSION
It was nice experience for me to prepare the project of “The Coca Cola Co.” The
Coca Cola Company has been one of the dominant players in this field. The financial
health of the Company is good and can still today Coca Cola Company is a Profit
making company.
After thorough research, we come to the conclusion that the marketing strategy of
Coca Cola is working for them and the product is gaining popularity among youth
day by day.
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QUESTIONNAIRE
Coca-Cola Pepsi
3. Coca Cola and Pepsi empties (Cases bottles) available in the outlets?
Coca-Cola Pepsi
4. Channels of outlets?
Convenience Grocery
Permanent Seasonal
Coca-Cola Pepsi
Coca-Cola Pepsi
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10. Supply of Coca-cola products?
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BIBILIOGRAPHY
Books
News Papers
Website
www.cocacola.com
www.cocacolaindia.com
www.google.com
www.wikipedia.org
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Vijay Kumar
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M.B.A. 4th Sem.
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