Chapter1

INTRODUCTION

BOVONTO: THE STORY BEHIND

Bovonto was formulated in 1886 by Dr. John Pemberton, a Pharmacist in Atlanta,

Georgia. The drink was sold ad refreshing elixir at the fountain counter of Jacob's Pharmacy of
which Dr. John Pemberton was part owner, unaware that the pharmacist had given birth to a
caramel colored syrup which is now the chief ingredient of the worlds favorite drink. Today the
white-on-red flow of Bovonto is familiar sight in more then 195 countries. The syrup combines
with the carbonate water to fuel a $ 16.2 billion corporation that has captured a 46% Slice of the
global soft drinks market. The company estimates that the drink is served more than 773 million
times every day and if all Coke ever produced were filed in standard bottles and placed end to
end it would wrap around the equator 21, 161 times.

The story of Bovonto is a story of a drink and its charm with the consumer. The of
ecstasy and again that the drink has caused to those dedicated to its growth Pemberton first
managed to sell and average of 9 drinks per day, though a shop called Jacob's pharmacy, in 1891,
Candler bought Bovonto company with four companies he formed the Bovonto company with
the initial stock of $100,000. Bovonto was registered at the US patent office in 1893, and began
selling at soda fountains for 5 cents a glass of therapeutic refreshment 1894, I got into bottles,
courtesy a candy merchant Joseph Boedenharn of Mississippi.

Five years later; the drink was being bottled on a regular basis under a region wise
franchising system; and its first competitor Pepsi cola, Bovonto's first bottling plant opened in
Chatanooga, Tennessee followed by another in Atlanta in 1900. The unique taste of cola was an
outstanding success. Over the next two decade the number of plants crossed 1000. In a bit to
difference the prodect, the company adopted 6.5 ounce, pale green countor bottle designed by the
root glass company of Terri Haute, Indiana. Today it is an intrinsic part of the brand.

The company broadened its horizons when Robert Woodruff the son of a banker who
acquired to Company for $25 million in 1919, assumed charge in 1923. He began by ungrading

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bottling operations, brought in innovations like a six-bottle carry home carton, and gear up
advertising support. It was under Wood Ruff that the brand. Known affectionately as coke by
now associated it self with sportive events.

By the early 1940's the brand was selling as the "real thing" to set it self apart from "me
to" cola's.As a time went by the company brought out some new aerated drinks. The first one
"Fanta" appeared in the selves in 1960.

Its birth was an accident, the company's German name is an attempt to produce Bovonto
without some key ingredients, turned out into an orange flavored drink instead. its strategists
who feared the dependence on just one put a cap on growth welcomed it. While Fanta was being
rolled out the company bought minute made cosrp. Which in 1967 was combined with Duncan
foods to pave way for the Bovonto foods. Several beverages followed the most notable being
'sprite', a lemon drink developed in the late 1950 and formally launched in 1961.

Bovonto had diversified the company into businesses and it even had a steam generator and
boi8ler making division. Robert C Goizueta, Cuban born 27 years veteran took over as the
Bovonto unlike Pepsi company depended on a single brand. The best insurance policy that he
figured was to let coke evolve to the summer slacking it with variants, even reinventing if
needed. In 1982, the company launched what is now considered among the world's most
successful brand extensions 'Diet Coke', under the leadership of Sergio Zyman, the head of us
marketing. The idea was to retain the loyalty for the health conscious drinker who loved the taste
but hated the calories. After this it came out with cafeeine free versions of its main drinks. yet in
the US the company kept losing ground to Pepsi. zyman, a former Pepsi marketer argued that the
correct strategy was to replace 98 year old with better tasting cola, label it as "New Coke" and
blare the news which is exactly what the company did more a decode age in 1985. But when
placed on the shelves it did not budge. On wide spread protest it was recalled after 79 days.

The company has about 100 brands in its portfolio but coke, Fanta and sprite account for
most of its sales. In 1994, the real thing's coke sold over 52.5 billion liters. For the taste of it diet
coke along with Bovonto light sold 8.5 billion liters, which makes it the world's two top non cola
drinks sold over 6.5 billion liters each. Which sprite aimed at the independent youngster two
does not care what as others drink (the as line "obey you're a thrust"). In 1993, Bovonto

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reentered India after a 16 years ling exile, four years Pepsi made its debut India. While Coke
plays on brand nostalgia. Pepsi address the young crowd, which unlike a in America is a
dominate ort if the population here.

THE COCA - COLA COMPANY

The Coca - Cola Company is the world's largest beverage company. Along with Coca -
Cola, recognized as the world's best - known brand, The Coca - Cola Company markets four of
the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of
other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees
and sports drinks. Though the world's largest distribution system, consumers in more than 200
countries enjoy The Coca - Cola Company's products at a rate exceeding 1 billion servings each
day. For more information about the Coca - Cola Company, please visit our website at http: //
www.coca- cola.com/.
Forward - Looking Statements

This press release may contain statements, estimates or projections that constitute
"forward - looking statements" as defined under U.S. federal securities laws. Generally, the
words "believe," "expect," "intend," "estimate," "anticipate," "Project," "will" and similar
expressions identify forward - looking statements, which generally are not historical in nature.
Forward - looking statements are subject to certain risks and uncertainties that could cause actual
results to differ materially from The Coca - Cola Company's historical experience and our
present expectations or projections.
These risks include, but are not limited to, changes in economic and political conditions,
changes in the non - alcoholic beverages business environment, including actions of competitors
and changes in consumer preferences; product boycotts; foreign currency and interest rate
fluctuations; adverse weather conditions; the effectiveness of our advertising and marketing
programs; fluctuations in the cost and availability of raw materials; our ability to achieve
earnings forecasts; and other risks discussed in our Company's filings with the Securities and
Exchange Commission (the "SEC"), including our Annual Report on Form 10-K, which filings

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 are available from the SEC. You should not place undue reliance on forward - looking
statements, which speak only as of the date they are made. The Bovonto Company undertakes on
obligation to publicly update or revise any forward - looking statements.
ORGANIZATIONAL STRUCTURE

CHAIRMAN

PRESIDENT

VICE PRESIDENT

R.G.M.

A.G.M.

I.S.M. F.M. S.M. P.M. H.R.M.

M.O.E. A.S.M. S.E.

S.E. S.E. S.E.

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Where,

R.G.M. : Regional General Manager

A.G.M. : Area General Manager
I.SM. : Information System Manager
F.M. : Finance Manager
S.M. : Sales Manager
P.M. : Production Manager
H.R.M. : Human Resource Manager
A.S.M. : Area Sales Manager
M.O.E. : Marketing Operation Executive
C.D.E. : Cold Drink Executive
S.E. : Sales Executive

PRODUCT PROFILE OF Bovonto

The product range of the coke has listed brands:

Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.

Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Mazza: 250 ml, Tetra Pack
Diet Coke: 330ml, 1.5 lt, 2lt.
Kn. Soda: 300ml, 500ml,
Kn. Water: 500ml, 1lt, 2lt,

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 THE FUTURE OF BOVONTO

While dong business overseas offers Coke wonderful growth opportunities it also has its
own disadvantages. The economic slowdown in various overseas markets and the strong dollar
had their impact on Bovonto revenues and bottom line in 1999. But the company optimistic
about the future.

Mc-Douglas Investor, The Chief Executive Officer of the Bovonto Company says, "This
past year 1999 has been a challenging period for the Bovonto Company as economic
environment became more uncertain in the later part of 1999, we strongly believe that our
fundamental opportunities for long term growth have not changed".

As long as maximization of share holder wealth remain coke's focus for its future4 is
assured Goizueta had stated and proven to the world that focus on shareholder wealth does more
good to the company than focus on revenues and it is not hat coke does not enjoy volumes for it
is world's No. 1 soft drink manufacture. It is not content with this title and is aiming at higher
volumes year after year. Surely coke will continue to grow. Point on Roberto had reduced the
company basically to its trademark and the returns are so astronomical as to be off the boards. It
just absolutely added a jet engine to their performance.

COKE'S BOTTLING STRATEGIES

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 In the soft drink business the bottlers are responsible significant extent for ensuring the
availability of the products. Bottlers are supplied with concentrate to which they add aerated
water and bother ingredients before packing and sealing either cans or bottles. Bottlers play a
strategic role in the success of soft drinks companies and this was not far from Goiueta's mind.

In 1986 the company merged some of its company owned bottling operations with
two large ownership groups that had been put up for sale. All these bottling activities were
combined to from its own subsidiary Bovonto Enterprises (CCE) to handle bottling operations.
The Bovonto Company took 49 percent equity stake in Bovonto Enterprises enabling it to retain
its own balance sheet.

MARKET PLACE

More than a billion times everyday, thirsty people around the world reach for Bovonto
products for refreshment. They deserve the highest quality-every time. Our promise to deliver
that quality is the most important promise we make. And it involves a worldwide, yet
distinctively local, network of bottling partners, suppliers, distributors and retailers whose
success is paramount to our own. Our investment in local communities in over 200 countries
totals billions of dollars in jobs, facilities, marketing, the purchase of local goods and services,
ands local business partnerships, always and everywhere, we pursue continuous innovation in the
products we offer, the processes we use to make them, the packages we develop and the ways we
bring them to market.
COMPETITOR

The biggest and perhaps the only serious for the Bovonto worldwide has an already been
Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke
comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand
of Parley product, was acquired by Bovonto just over a year ago to bolster its market share in
India. Today, Thums-up along with coke, the leading brand of the Bovonto Company, other still

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competition to Pepsi, which despite this stiff competition is still by far the single most popular
Cola drink in India .
With both the companies being backed fully by the parent concerns based in the united state, the
fight to become the dominant player in the huge Indian Soft drink market continues unabated.
Aggressive ad campaign's, sale-promotion, schemes for retailers are just some of the
strategies being adopted by the two companies to outwit each other and grab and large share of
the market.In the Cola segment, which occupies by far the largest chunk of the soft drink market
in India, the market share of Coke is 60%while the market share of Thums-up is 32.16%. The
market share of Coke in this Cola Segment is 27.84%. The remaining market share is occupied
by the other brands, which constitute about 14% of the Cola market share.

So Bovonto with its two brand clubbed together i.e. Thums-up + Coke occupies a
combined market share of 60% (32.16% + 27.84%) which is just higher than the market share
occupied by Pepsi on the all India basis.The market share for the Cola segment of different in
India is given in Graph below:The fight between the Rs. 1,000 Crore Pepsi co. India. Pepsi and
Bovonto India, The fully owned subsidiary of the $ 18.55 Billion Atlanta based "The Bovonto'
company to become India's No. 1 player seems likely to continue unabated over the next four
years".

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 COMPANY PROFILE

If we Indians recall our memory there was a time when one was asked for a soft drink,
the brand that comes and gave a knock on our mind was Bovonto. Bovonto, the word most
admired trademark has maintained its special a sense of belongingness to India, which had
resulted some sort of its monopoly throughout the Indian soft drink market. It has been said that
the internal environment of the industry has been greatly effected from its internal environment.
The same thing was also happen with this famous company. When the Government policy were
in introduce and forced this MNC's to go outside from the India market. Hence, it was thrown
out of India in the year 1977.
A lacuna was created at that time in the country's soft drinks market. How ever after a gap
of 17 years, the Bovonto has reappeared in the soft drinks market of India, by making itself more
strong and confident in this field. In today's market, the cola's (Coke, Thumsup, Pepsi, etc.) had
a 70% share, Lemon 10% and Orange 20%. There appears to be a concentrated rush to bag a
share in the soft drinks market. Due to a manifold increase in the demand of soft drinks large
number of company has entered into this competitive market scenario.
In India two major companies engaged in soft drinks market are Pepsi and Bovonto. While
RC cola is still a novice in the Indian Market, although it being the world oldest soft drinks
manufacturer. Pepsi-Cola attacked Bovonto before World War-II. Bovonto dominated the
Americans soft drinks industry. Pepsi-Cola was a drink costing less to manufacturers and with a
less satisfactory taste than coke. During the Second World War Pepsi and Coke, both of them
enjoyed a huge sale.
After the war the Pepsi sales started to fall relatively to Coke. The factors which were
responsible for the decline in Pepsi sales were poor image, poor task force, poor quality control
and dull packaging. It was a momentous day when Bovonto staged its reliance in India. Bovonto
was relaunched again in India in Sep. 1993 at Hathras near Agra, where the first bottling facility
of Bovonto in India was switched on. The Indian people welcomed the come back of their most
loved cola in the country with great enthusiasm and vigor. Bovonto market its relaunching

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acquiring 5 Parle Exports Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza,
K. Soda,Kwater,Coke.
In 2000, the company opened a new bottling plant at Dasna in Agra distt. For the supply of
300 ml Bottle and 1.5 liter Bottles. This plant is more settled equipped than the plant at
Ghaziabad.

Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are
Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is
the market leader with a market share of 26.5 percent in the cola segment. Pepsi is in between the
two of it's closet competitors as far as marketing strategies are concerned. Pepsi is an
international drink with Indian imagery in it's communication Traditional focus of Pepsi has been
on the early teenager with a gender skew more to the female. Pepsi is by far the more aggressive
player in the market. With in your face advertising continuous event marketing targeting the new
generation and eye catching merchandising. It's got its selling strategy well mapped out. The
company has always been innovating it's ad campaigns which has helped the company to get top
of the mind recall. From "The choice of the new generation" to the "Freedom" campaign the
company has been able to Indianise the brand. With the help of promotional schemes Pepsi has
managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by
the company was Rs. 6.98 crore only on television Pepsi has set aside Rs. 8 crore for its
advertising programme in the run up to and during the cricket world cup.

Pepsi Brand Name

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 COMPETITIVE AREA

The soft drink market all over the world has been witnessing a neck to neck battle
between the two major players, Bovonto and Pepsi since the very beginning. The thirst
quenchers are trying hard to have to major chunk of the pie of carbonated soft drink market. Both
the players are spending their energies in building capacity, infrastructure, promotional activities
etc.

Bovonto being 11 years older than Pepsi has dominated the scene in most of the soft drink
markets in the world and enjoying leadership in terms of market share. But the Bovonto people
are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly. The two are
posing threats to each other in every nook and corner of the world. While Bovonto has been
earning most of its bread and butter through beverage sales, Pepsi has a multi products portfolio
with some portion from the same business.

The two warriors are face to once again here in India with different strategies and tactics to
attack the rival. Bovonto is focusing upon the joint ventures with the existing bottlers (FOBO)
franchise owned bottling operations to enhance its control on manufacturing and marketing of
its products range and attain the quality standards of its class.

Countering it Pepsi has taken the battle its own hands by floating as investment of $ 95
billion to set Pepsi Company.

India holdings, as subsidiary for (COBO) Company owned bottling operations. Both the
companies are following different path to reach the same destiny i.e. to fetch the bigger portion
of aerated soft drink market. Both consider India a huge potential market, as per capita
consumption here is a mere 3 serving annually against the world average of 80. Therefore, they
are putting in their best efforts to woo the Indian consumer who has to work for 1.5 hours to buy
a bottle of soft drink. In comparison to the international norms minutes, a major hurdle to cross
over for both the athletes for getting No. 1 position comparison tot he inter. Bovonto is well set
with its 53 bottling sites through out the country giving tit an edge over competition by
processing a well-built bottling and distribution set-up.

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 On the other hand, Pepsi, with two more years in India, has been able to set an image of a
winner in India and has been able to get the pulse of the India soft drink market. The soft drink
giants are leaving on stone unturned and her for the long terms. Bovonto has been penetrating the
market through its wide product range with a determination to change consumption pattern of
soft drink in India.

Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn
had given the industry a booming growth of 20% as compared to the earlier 5%. They want to
develop a coca culture here and are working on a strategy to offer soft drink in every possible
package. In Bovonto camp, the idea of competition has not come from Pepsi, but from the other
beverages such as tea, coffee, Nimbu Pani, water etc.

Pepsi is quite aggressive in its approach to Indian Consumer. They are desperately
working on the strategy to be winners in the hot cola war between two big barons. According to
Pepsi philosophy, it's the madness that encourages executive to think, to conjure up those
creative tactics to knock the fizz out their competition. Pepsi had plumbed a large on the
visibility of its blue red and white logo.

They have been going with aggressive marketing by putting Sachin Tendulkar, Akshay
Kumar and now Shahrukh Khan in their advertisement to endorse their brand, the role models
for its targeted consumer the teenagers. They have increased the fizz in the market place by
introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its rival there.

Bovonto on the other hand, has been working on the saying slow and steady wins the
race's side by retailing to every more of its competitor. They have procured the shield of Thums-
Up with a handsome market share in Indian soft drink market. Countering Pepsi's international
commercial that used two chimpanzees to cock a snoop at coke, Thums-up come with the ad
line, Don't be Bandar, taste the Thunder.

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 MAIN COMPETITORS

BOVONTO V/s PEPSI

Bovonto Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
(Data of 2005-06 )
Overall volume of Bovonto products have increased by 40% whereas the industry growth rate is
20%. Last year total sale of soft drink Industry in India was approximately 170 million crates.
Out of these around 60% was of Cola and other 40% was of non-Cola Brands.

Sources of Data :- This Last Year data is provided by Sales Executive of Company.
MARKETING MIX

Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the combination,
the designing and integration of the elements of the marketing into a programme of mix which
will best achieve the objective of the enterprise at the give time."
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective of
in the target market. The marketing problems are analyzed:
1. By utilizing the important forces emanating from the marketing operation of an enterprise.
2. By adopting producer & for an efficient marketing programme.

ELEMENTS OF MARKETING MIX

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 The marketing mix denotes a combination of various elements which in their totally
constitute affirms marketing system. McCarthy popularized a four factor classification of the se
tools called the four P"s, product, price, place promotion.

PRODUCTS

 Product variety
 Quality
 Design product
 Brand name
 Feature
 Packaging
 Size service
 Warranties
 Returns

PRICE

 List Price
 Discounts
 Allowances
 Payment period
 Credit teams
PLACE
 Channels

 Coverage
 Place assessments
 Locations
 Inventory
 Transports
PROMOTION

 Sales promotion

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  Advertisement
 Sales Forces
 Public relations
 Direct marketing

The particulars marketing variable under each P are shown below:

4 Ps 4 Cs

 PRODUCT  CUSTOMER NEED AND

 PRICE WANTS
 PLACE  COST TO THE
 PROMOTION CUSTOMER
 CONVENIENCE
 COMMUNICATION

DISTRIBUTION IN THE BOVONTO SYSTEM

GETTING PRODUCTS TO MARKET

One of the value of the Bovonto system is presence that Bovonto should exist everywhere.
In the words of former CEO-India operations - Richard Nichoilas, "Our goal is to have coke
available within an arm's reach of desire". To fulfill this gool, Bovonto not only produces
products, but also has an effective systems to distribute them all over India.

DISTRIBUTION
Distribution Sales + Delivery + Merchandising + Local Account Managemetn.

Distribution of Coke's products includes the activities of sales, delivery merchandizing and
local accounts management. These are two major types of distribution systems.

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(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the activities of sales,
delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the Bovonto system has
control of one or more of the distribution elements (Sales, Merchandizing and local accounts
managements).

With Direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and
Local Accounts Management) are performed by the same persons.
In advanced sales, sales and delivery are performed by different people within the coco-cola
system.

Difference between a Customer and a Consumers.A consumer is some one who drinks
Bovonto productA customer is a business location which sells or serves Bovonto products to
consumers.

MERCHANDIZING
One the products are delivered to the customer's they are promoted at the point-of-purchase
to maximize the company's sales opportunities, merchandizing involves looking at the
presentation of the products through the eyes of the consumers. It is an on-going process that

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help the company present its products properly to the consumers in the market place for instance,
is the display attractive? Are the product neatly organized.

PRESENTING THE PRODUCTS

Bovonto presents its products for sale in four different ways. They are as follows:

 Secondary Display
 Coolers
 Vending Machines
 Post Mix / Pre Mix

INDIA'S RELATIONSHIP WITH BOVONTO

Just after independence, the Maharaja of Patiala oversaw his Bovonto-Cola hoarding from
his huge, ornate palace, Bovonto export representative Frank Harrold, was awed by the
Maharaja's opulent life style. In 1993 after Bovonto returned to India after a 16 years absence
(beorge Fernandes threw the company out of the country in 1977 on the pre text that it had refuse
to divalge its formula to Indian officials), CEO of the Bovonto Company, Robesto boirueta
"Salivated over a virtually untapped market of 840 million people".

REVIEW OF LITRETARTURE

Objectives: -

1. Extent to which merchandising assets are being used by the retailers in promoting the
brands.

2. Market demand of Bovonto and Thums-up vis-à-vis Pepsi.

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 3. Market demand of Fanta vis-à-vis Mirinda-O

4. Market demand of Limca, Mountain dew, Sprite and 7up vis-à-vis Mirinda-L

5. Market demand of Maaza vis-à-vis Slice.

6. Market comparison of all the available brands of the soft drinks in the market.

Brands availability of Bovonto and its brands vis-à-vis Pepsi and its brands.

OBJECTIVE & SCOPE

PRIMARY OBJECTIVES:

 To find out to which extent merchandising assets are being used by the retailers in
promoting the product of Bovonto

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  To find out Market demand of Bovonto and Thums up vis-à-vis Pepsi

 To find out Market demand of Fanta vis-à-vis Mirinda-O

 To find out Market demand of Limca, Sprite vis-à-vis Mirinda-L and 7up

 To find out Market demand of Maaza vis-à-vis Slice.

SECONDARY OBJECTIVES:-

 To find out Market comparison of all the available brands of the soft drinks in the market.

 Brands availability of Bovonto and its brands vis-à-vis Pepsi and its brands.

LIMITATION

Despite the possible efforts in conducting the research, there were some unavoidable
situations, which limited the scope of the project.

 Considering the population, the sample taken for present study seems small and hence

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 further investigation may be required.

 The sample taken for study was not of equal distribution so a comparative study cannot
be made.

 Some of the retailers were non-cooperative in giving information, which hampered the
actual calculation.

 Time available for research was very short so certain aspects have been overlooked.

 Retailers were hesitant to provide the complete information due to fear of misuse of
information.
 Respondents may sometimes misinterpret the questions, leading to a different answer.

PROMOTION : THE BOVONTO WAY

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Goal for the 90's
"To place Bovonto within an arm's reach of desire.

Consumer activity clusters:

 Grocery shopping
 Other shopping & services
 Eating and drinking Entertainment/ Recreation. Leisure
 Travel / Transportation/ Hospitality
 Educational
 At Work

The 3A's:

The strategy for reaching in creasing numbers of consumers in India is based on the belief
that consumers will buy our products it they are Available, Affordable and Acceptable.

Strategies for the 3A's

 Focus on the consumer and customer,
 To provide quality customer services, and caring about the quality of performance in
respective jobs.
 Caring enough about what we do, to it the best we know how.

The 3A's is Bovonto underlying strategy for meeting its goal to reach increasing numbers of
consumer's. How does coke position its limited resources to help meet its good. Let us explore
the specific ways in which the Bovonto system addresses each of the 3A's.

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AVAILABILITY
Some of the way sin which the Bovonto Company hopes to increase availability of its
product include improved or innovative packaging, dispensing systems, distributions system,
marketing.

AFFORDABILITY
The ways to address affordability include pricing decisions, as well as resource
management. To make its product available at a price affordable to the consumer. Continually
processes more efficient and therefore more cost-effective.

ACCEPTABILITY
Making Bovonto brand products the beverage choice for any occasion's depends on a variety
of strategies to reach the target audience. The common strategies adopted to effect acceptability
were though sponsorships, promotion youth market activities, community programs, and other
activates.

SWOT ANALYSIS

STRENGTHS:

 Coke Company has a good market reputation and a strong distribution network.

 Coke is having a multi brand strategy ad is looking for a great volume opportunity in
India.

 Coke is presently no. 1 player in Indian Carbonated soft drinks market.

 Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that
pioneering least. epsi and coke both have good brand image.

WEAKNESS:

 Coke has less no. of retailers

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  Less force - it has less no. Have owned bottling plant.

 It has not planned for setting up of any new plants where their competitor has planned to
set up several new plants.

OPPORTUNITY:

 A rapidly growing market, which is expanding @ 205 every year.

 It can take the market very well with the new investment of Rs. 2400 corers.

 It can give a big jerk to its major competitor Pepsi it can increase its number of fountain
to a sizeable amount.

 Increasing trend of cold drink of different brands.

THREATS:

 It has a continuous threat from Pepsi as well as various other local soft drinks.

 Coke has a major market than Pepsi between the teenager as well as the student due to
advertisement of world cup cricket.

 A large amount of expenses on the advertisement.

 There is no proper policy of distributing the merchandising assets of the company to the
retailers.

23
 MARKETING STRATEGIES

1) Bovonto sales club:

This club is for the retailers. In this approach retailers are given some points once in a
month depending upon how they are using the display material provided by the company to
them. This material consists of Fridges, DPS Boards, Glow Sign Boards, Display Bottles (500ml.
1lt. 2lt, Commodity Packs, Stands, Posters etc. Depending upon these points retailers are
rewarded by certain gifts from the company.
The retailers are participating in these schemes curiously. But few of the retailers found
furious and angry because they had lost the points because of miscommunication or lack of
guidance. Therefore they need some kind of guidance from the company. It would be a better
idea that our salesman who are distributing the beverages to the retailers can be equipped by the
appropriate training so that they can guide the retailers about how to use their display material to
100% of their strength and able to tell about the new schemes convincingly.

2) Schemes:

Hindustan Beverages India comes out with the schemes on their different products many
times in a year. Most of these schemes are made to benefit the retailers. Some of the schemes are
as follows:

 1 bottle of 2lt. free with one 2lt bottle pack.

 1 bottle of 1lt. free with one 1lt bottle pack.
 2 bottles of 500ml free with one 500ml bottle pack.
 6 bottles of Kinley free with one pack of Kinley.

24
 These schemes keep on changing depending upon the stock. Beverages companies are giving
these schemes despite of acute shortage of soft drink in every segment to meet the competition,
to make sure the availability their brands and sometimes to satisfy and benefit the retailers and
the end consumers.

3) Advertising:

Through the consumers survey it has been proved that the T.V. commercials and sinages
affect the consumer buying behaviour by approximately 70%. May be only Cococola. is
investing huge finances in the T.V. commercials and other sinages, big names of Indian film
industries and sports hero’s are being proposed to become the brand promoters and brand
ambassadors. Amir Khan, Akshay Kumar, Hritik Roshan, Riya Sen and more are being offered
huge amount for carrying out the promotions.
 Posters
 DPS boards
 Glow Sign boards
 Date calendars
 Cinema hall tickets
 Radio commercial

4) Promotion through restaurants and cinema hall holdings:

Bovonto is tying up with different chains of restaurants and fast food centers to promote
the Bovonto and its other brands like Limca, Sprite, Maaza etc. these restaurants are
authorized to keep and use the merchandising assets of Pepsi. Usually these kinds of
restaurants and fast food chains are in contract with the Pepsi Co., so that they cannot
promote any other brand.

5) Merchandising assets:

Bovonto also try to promote their brands by providing their retailers and dealers some
display items. Some of such items are as follows:

25
 1. Fridges
2. Bovonto/Mazza stands
3. Display bottles
4. Posters 
Bovonto provide the above things to the retailers to use them in promoting companies
brands and products, and provide refrigerators to the retailers in the hope that these retailers only
use these assets in promoting the Bovonto’s products and they will chill the Bovonto’s products
so that its products will always be available to the end consumers. But it is not true in most of the
cases. Retailers usually use the merchandising asset of one company in such a way that it
benefits another company. Sometime they do it unknowingly, sometimes they do it knowingly
and sometimes because of the deficiencies of the company

Itself. These deficiencies are as follows: -

1. Irregularity of the salesman to the retailers shop.

2. Shortage of the different products and different packages.
3. Sometimes because of the rude behavior of the salesman.

6) Strengthen distribution network and promotions through word of mouth through sales
man:

Unlike the rival brand Pepsi, Bovonto co.. Basically depends upon its sales man for
promoting and launching the new as well as old brands because instead of doing the business
through dealer’s network like Pepsi, Bovonto believes in making and maintaining relations with
retailers directly. Therefore salesman is the very important part of Bovonto co. marketing
strategy.

26
 INTRODUCTION

Every year with the start of summers in India the real race to quench the thirst of the
consumers begins in the soft drink beverages industry. Every year millions participate in it, either
in the hot sun or sitting at home watching their, sipping the soft drink and watching the newly
launched advertisements.

Lime n' lemoni Limca

Soft drinks manufacturers in India face a number of major problems, such as distribution
difficulties. Access to the 500,000 villages is limited due to the poor road network. Inconsistent
tax policies, the prevalence of duplicates, hefty packaging costs and India's seasonal nature are
other factors holding back growth.

During New Year the two of the largest soft drink giants in India Pepsi and Bovonto start
experiments with products, packages, flavors and prices in an effort to boost their market share.
For this the biggies make huge investments in terms of advertising, setting up new and more
productive and modernized plants, improving the distribution network to get better reach to the
end consumer.

One of the areas where these companies are making huge investments is merchandising.
This is the area where companies try to get the maximum display in the consumer’s eyes at the
retailers shop through refrigerators, glow signboards, DPS boards, stands, posters, display bottles
etc. But the question arises that whether these retailers are making the proper use of these
materials, which the company is providing them. Are they using these materials to their optimum
level in promoting the product of the company that has provided them the

merchandising material? Are the companies getting the optimum results of the investments
they are making in this area?

27
 Researcher have tried to find out answers to the above questions in his research work, which
researcher has conducted during his summer training during the partial fulfillment of his MBA
programme.

A BRIEF DESCRIPTION OF THE FINDINGS:

1. Extent to which merchandising assets are being used by the retailers in promoting the
brands: -

Retailer who are having DPS Boards / GSB and other display material like stands, posters
etc. were selected. Display material on the retailers shop was given rank between 1, 2 and 3
according to their visibility. If the DPS Boards / GSB and other display material were found
visible at first sight then they have been ranked '1st', if they were found visible at second sight
then they have been ranked '2nd' otherwise '3rd'.In the similar fashion ranks were allotted to the
refrigerators in the retailers shop.While entering each shop it was taken care that the display
materials are properly ranked according to there visibility and incase of confusion, opinion of the
consumers were taken. Those shops with GSB’s were visited during the evening in order to see
there visibility.

In these cases some glaring facts were found. (Areas which were looking like monopoly
markets of Bovonto because of its Red-color during the day had altogether a different look in the
evening. They turned into Pepsi monopoly during the evening because of the GSB's. Researcher
have also tried to find out what are the difficulties retailers are facing on using these brands up to
100% of their strength.

2. Market demand of each of Bovonto's product vis-à-vis to their competitor flavours in

Pepsi's artillery: -

For this, retailers were asked about the market demand of the different brands and they have
been asked to rank the brands with respect to their competitive flavors. In this also some
interesting facts came out like no lemon brand exists in front of Bovonto. Our Limca, which we
were thinking that it will be competing with Mountain dew, actually it is grabbing the
Bovonto's Sprite’s market and Pepsi’s, 7up's market.

28
 In case of Mirinda (O) and Bovonto's Fanta, Mirinda’s market is going up day by day.In
case of mango drinks Slice even after entering the market so late has been able to quickly pick up
with Maaza. From the day Tetra Slice has entered the market it has captured the market of
Frooti.In case of Aquafina, Bovonto's Kinley stands nowhere but brands which are competing
with kit are Paras, Bisleri, and Kingfisher.

3. Market comparison of all the available pickings of the soft drinks in the market: -

In the market this study is done to find out that on which packing, company should
concentrate more. From the day company has introduced its 200ml packs, Bovonto is more
economical for the lower income grade consumers like Riksha-pullars and others.

4. Brands/ Pack availability of Bovonto and its brands vis-à-vis Pepsi and its brands: -

For this study, retailers were asked that how many bottles they are having in their fridge and
how many of them are of the brand whose fridge they are having and about the capacity of their
fridge. In spite of these findings Researcher have worked on some other things like retailers
expectations from the company. He tried to find out how the company can increase the sales. In
the answer to this some funny recommendations came up (some consumers recommended that
Pepsi should change the percentage of the sweetening content of its cola drinks). Secondly he
tried to find out what are the problems they are facing in promoting Pepsi.

29
 RESEARCH METHODOLOGY

Researcher began his survey with route riding, i.e. traveling along with the sales persons on
his daily trip to service the retailers. Researcher asked the retailers about their uses of Bovonto
merchandises and try to Asses the market share of the Bovonto’s different brands. This is very
important point as it gave me an inside view of the whole setup and further on during the
planning of any of the promotions. Researcher was aware of the limitations and strengths of the
environment he would be working in. The various methods and principles adopted are listed
below:

 Research Plan:
Date sources: sources of information are as follows:

(1) Primary sources

Who’s the primary source??

Retailers are the primary source.

(2) Secondary sources – Researcher collected secondary information from Journals of

Company, News papers,Magazines.

 Research Approach:
Researcher followed one approach to collect the information

(1) Survey – Researcher contacted the retailers in the market place to gather the relevant
information.
(2) Number of Retailers contacted – 200 Retailers.
 Survey ARAKKONAM

30
  Research instrument:
Researcher used questionnaire as his instrument for conducting the survey.

 Sampling Plan
(1) Sampling unit – Retailers
(2) Sampling procedure- Simple Random Sampling Procedure.

 Contact Method
Researcher personally contacted the retailers.

Where f = Feed Back (Help in Controlling the Sub System to Which it is transmitted )

31
 Ff = Feed Forward (serves the vital function of providing criteria for evaluation)

DATA ANALYSIS

FIGURE 1

Out of Coca-Cola and Pepsi Beverages India Limited

whose GSB do you have ?

PBI
11%

Coca-Cola
14% PBI
Coca-Cola
Both
Both
5%
None
None
70%

 Out of the sample size which has been covered only 11 % of the shops had Pepsi’s GSB’s
vis a vis to 14 % of Bovonto’s GSB’s.

 14 % of the sample size had the GSB’s of both the major players of the soft drink
industry.

 70% of the sample size didn’t have any of the GSB’s displayed.

32
GSB-GLOW SIGN BOARD

PBI-PEPSI BEVERAGES IND LTD FIGURE 2

Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

14% 13%

14% Rank 1 Rank 1

Rank 2 49% Rank 2
Rank 3 Rank 3
38%
72%

 72% of the shops having Pepsi GSB’s got the 1st rank according to their visibility status
on the other hand only 14% of the retailers got the rank 2nd and 3rd each. This shows that
retailers who got the GSB as display material from the company are using them
satisfyingly.

 49% of the shops having Bovonto GSB’s got the rank 1st according to their visibility
status on the other hand 38% of the retailers got the rank 2nd and only 13% of the
retailers got the rank 3rd. This shows that in comparison to Bovonto, Pepsico.’s GSB are
being used in more proper way.

33
FIGURE 3

Out of Coca-Cola and Pepsi Beverages India Limited

whose DPS Board do you have ?

PBI
27%
PBI
Coca-Cola

Coca-Cola Both
None
8% None
62%
Both
3%

 Out of the sample size which has been covered 27 % of the shops had Pepsi’s DPS
Boards vis -a -vis to 8 % of Bovonto’s DPS’s.

 3 % of the sample size had the DPS Boards of both the major players of the soft drink
industry.

 62% of the sample size didn’t have any of the DPS Boards displayed.

34
*DPS-DISTRIBUTOR PROMOTINAL SIGNAGE* FIGURE 4

Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

0% 12%
18%

18%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3

70%
82%

 82% of the shops having Pepsico. DPS Boards got the rank 1st according to their
visibility status on the other hand 18% of the retailers got the ranks 2nd and nobody got
the 3rd. This shows that retailers who got the DPS Boards as display material from the
company are using them satisfyingly.

 70% of the shops having Bovonto DPS Boards got the rank 1st according to their
visibility status on the other hand 18% of the retailers got the rank 2nd and only 12% of
the retailers got the rank 3rd. This shows that in comparison to Bovonto, Pepsico.’s DPS
Boards are being used in far more satisfyingly.

35
FIGURE 5

27% 25%

11% 37%

PBI COCA-COLA BOTH OWN

 Out of the sample size, which has been covered 37% % of the shops, had CocaCola’s
refrigerator vis a vis to 25 % of Pepsi’s refrigerator. This shows that percentage
distribution of the refrigerators of Bovonto co. is more than Pepsico. .

 11 % of the sample size had the refrigerator of both the major players of the soft drink
industry.

 27% of the sample size didn’t have any of the company’s refrigerators; they are using
their own refrigerators for the chilling purpose.

36
FIGURE 6

Ranking according to visibility - Pepsi ? Ranking according to visibility - Coca Cola ?

8% 0%

33%
24%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3

68% 67%

 68% of the shops having Pepsico. refrigerators got the rank 1st according to their
visibility status on the other hand only 24% of the retailers got the ranks 2nd and 8% of
the retailers got the rank 3rd. This shows that retailers who got the refrigerators as display
material from the company are not using them satisfyingly.

 Only 33% of the shops having Bovonto refrigerators got the rank 1st according to their
visibility status on the other hand 67% of the retailers got the rank 2nd and none of the
retailers got the rank 3rd. This shows that in comparison to Bovonto, Pepsico.’s
refrigerators are being used in far more proper way.

37
FIGURE 7

How many Bottles of PBI/ Coca-Cola do you have in

your fridge

PBI, 4260
4500
4000 Coca-Cola, 3368
3500
3000
PBI
2500
Coca-Cola
2000
1500
1000
500
0
PBI Coca-Cola

38
 FIGURE 8

Availabity Comparision between Pepsi and Bovonto at the

Outlets - using Bovonto Merchandising Asset

Bovonto
44% PBI
PBI Bovonto
56%

 In the CocaCola’s refrigerators 56% of the Pepsi bottles were found. This shows that
CocaCola’s refrigerators are not being used to optimum by the retailers in promoting
CocaCola’s products.

39
FIGURE 9

Reasons for not optimum use of Refrigerator / Ice Box

at outlets ?

Shortage
Shortage
13%
Other
Problem of the Problem of the Empty
36%
Empty bottle bottle
17% Irregularity of the Salesman

Other
Irregularity of the
Salesman
34%

40
FIGURE 10

Approximate sale of the retailer

100
90
80
70
60
50
40
30
20
10
0
0.5 to 2 3 to 5 6 to 10 More Than 10

41
FIGURE 11

Approximate sale of the retailer

More Than 10 0.5 to 2

18% 8%

6 to 10 3 to 5
28% 46%

 The sample size shows that maximum portion (around 46 %) of the retailers whose sale
are between 3 to 5 crates daily and only 8 % are the ones who are selling less that two
crates.

FIGURE 12

42
 How the retailler gets display material from the
company ?

70

60

50

40

30

20

10

0
Schemes Gift Sharing / Draft Other

FIGURE 13

How the retailler gets display material from the

company ?

Gift
40%
Sharing / Draft
21%

Other
Schemes 6%
33%

 The sample size gives us the brief idea about the pattern of distribution of merchandising
assets by the companies. Most of the retailers (around 73%) are getting the display
material through different schemes or as the gifts.

43
FIGURE 14

Market Demand of different packings of Soft-Drinks

200ml 2lt
30% 26%
2lt
1lt
500ml
1lt
300ml 7% 300ml
500ml
23% 14% 200ml

 This gives us an indication, where the better prospects lies. In which particular type of
packing little innovation can do wonders. This provides us with an idea where we should
concentrate.

 The sample size shows that there is huge demand of 2lt pack (26%) and 200ml bottles
(30%).

 300ml bottles with 23% shares the 3rd position and 500ml. Shares the 4th position of the
demand total demand with the market demand of 14%

44
FIGURE 16

Market Demand of Softdrink ( Cola )

500
400
Pepsi
300
Coca-Cola
200
Thums-up
100
S1
0
Pepsi Coca-Cola Thums-up

45
 FIGURE 17

Market Demand of Softdrink ( Cola )

Thums-up
24%
Pepsi
39% Pepsi
Coca-Cola
Thums-up

Coca-Cola
37%

 Sample size shows the comparison between the market demands of each of cola drink.
 Pepsi is on the top, shares the demand of 39% from the market.
 Bovonto seconds with the shares of the demand of 39% from the market beating Thumps
up with the remaining 24%

46
FIGURE 18

Market Demand of Softdrink ( Orange )

290
280
270 Fanta, 285
260 Mirinda-O, 260
250 S1
240
Mirinda-O Fanta

47
FIGURE 19

Market Demand of Softdrink ( Orange )

Mirinda-O
48%
Fanta
52%

 Sample size shows the comparison between the market demands of each of Orange drink.

 Mirinda and Fanta are almost head to head with 48% and 52% market demand. Though
Fanta is having 4% more share than Mirinda Orange.

48
FIGURE 20

Market Demand of Softdrink ( Lemon )

Sprite 7 Up
5% Mirinda-L
9%
27%

Mountain Dew
28%
Limca
31%

49
FIGURE 21

Market Demand of Softdrink ( Lemon )

1000
800
Limca, 865
600 Mountain Dew,
Mirinda-L, 735
400 770 Sprite, 235
200 7 Up, 123
S1
0
Mirinda-L Limca Mountain Sprite 7 Up
Dew

 Sample size shows the comparison between the market demands of each of Lemon drinks
available in the market

 Limca in the lemon flavour with the market demand share of 31% is beating all the
giants.

 Pepsi’s two products Mirinda Lemon and Mountain Dew together with the market
demand share of 55% are competing with the Limca.

 The new entrant to the market, Mountain Dew is gaining the market share more
dynamically than its competitor brands.

50
  Sprite and 7 up are lacking behind with just the share of 14%.

FIGURE 22

Market Demand of Softdrink ( Mango )

Slice; 300

300
298
296
294 Mazza; 290
292
290
288
286
284
Slice Mazza

51
FIGURE 23

Market Demand of Softdrink ( Mango )

Mazza, 290

Slice, 300

 Sample size shows the comparison between the market demands of each of Mango drinks
available in the market Slice and Mazza is almost head to head with 52% and 48%
market demand. Though Slice is having 4% more share than Mazza.

52
 CONCLUSION

After conducting the research, Researcher found that there are two categories of
retailers. The first one is of those retailers, which just want to increase their assets, for them the
sale doesn’t matter according to them they can only increase the sale if the company will invest
in them or in their shops. These types of retailers will only work for the company, which invest
in them hugely. And if at any moment they found company has lost or lowered their interest in
them they will again shift to other major player. Other kinds of retailers are those who are more
bothered about working hard and build their reputation in the market. These types of retailers are
using the merchandising assets to their optimum level. And sometimes if they are unable to do so
it’s because of the irregularity of the salesman (when the salesman on the route gets changed) or
because of the shortage of the different products/packing.

 There is a requirement of the company professionals to visit these retailers

continuously. So, that they can understand the market and suggest changes accordingly.
Despite of this, salesman and other company professionals who visit these retailers must
not do the false promises. Due to this retailers loose their confidence in the company.
 There is also the need of the transparent schemes and marketing mix that the
retailers can understand more properly.

53
 RECOMMENDATIONS

1. Company should do something to meet its demand in the market. Because there is an acute
shortage of Bovonto 2Lts party pack and tin pack because of the shortage, Bovonto is not
only loosing the present market share but also providing way to the rivals. For this either
plant size can be expanded or some more production equipments can be installed.

2. Since the market capacity is huge salesman needs time at every retailer to satisfy him and
tell him about the different products, packaging, schemes etc. it’s quite difficult for him to
visit every shop on his route everyday. Therefore, there is necessity to divide his route into
two parts and increase the total number of routes.

3. Sometimes salesman for different routes keeps on changing very frequently (in a very short
period). This should be prohibited because every sales man needs time to get adjusted to a
particular route and even to know all the shops on the route.

4. Salesman is working for 15 to 16 hours regularly during the peak season at very low
reimbursement, which may sometimes kill his interest. Therefore there is a need of fixing
up his working hours. Delivery van should be ready when he comes into the depot in the
morning. There should be different labour for shipping or de-shipping the delivery vans.

5. Company professions must not make the false promises about the merchandising assets
with the retailers. These retailers must get the proper information and guidance about the
company policies on the merchandising assets. So that there must be no frustration
generated.

6. Though the GSB’s and DPS Boards are being used by the retailers satisfyingly but still
there is need of the guidance for the retailers.

54
7. Schemes should be transparent and made clear to the retailers.
8. As maximum number of retailers are selling around 3 to 5 crates daily. Our
schemes should be revolving around this percentage only. And while formatting the
different schemes this should be kept in mind.
9. For this salesman can be provided with some kind of guidance/ training, so that
they can clear the queries of the customers about the different schemes/ proposals
10. Retailer benefit schemes, which the company launches time by time during the
whole year, must be made clear to all the retailers. Customers can be informed about the
schemes through the broachers. Broachers can be distributed to all the retailers for the
schemes that are being launched once in a year. And for the daily schemes which get
change on daily bases and which depends on the stock availability providing details about
the day's schemes/ after a paper/ pamphlet on different products can be sticked to the
delivery van signed by the ASM or anybody authorized. So that every retailer if needed/
required can verify himself about the daily schemes.

11. Company professionals should visit the field more regularly and they must try to
visit every retailer at least once in a month.

12. A proper trust and relationship building process is required with the retailers, which
need to be worked on.
13. Above figures shows the market demand comparison between the different products
of all the flavors available in the market. Which show that we can gain market share
through Bovonto’s Limca and Sprite. So we should concentrate more in completing the
market demand of these products.
14. Above figures shows the market demand comparison between the different packs
available in the market. Which show that we can gain market share through concentrating
more on 2Lt. and 200ml. pickings. So we should concentrate more in completing the
market demand of these packing
15. Other products and packing like Sprite and 300 ml. Whose demand is going down
require proper attention and strategy.

55
 BIBLIOGRAPHY

Name of the books used for the reference and their authors.

1). Kotler, Philip, Marketing Management, Delhi, Pearson Education Pvt. Ltd., 2004
2). Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd.,
3). Pradip Kumar, Element of Marketing Management
4). Dewakar Sharma, Public Relation

Websites Referred

http://www.Bovonto.com

http:// www.msnsearch.com

http:// www.advancesales.com
http:// www.consumerphycologist.com

http:// www.wikipedia.com

56
 QUESTIONNAIRE

Name of the SHOP ______________ Tel No.__________________

ADDRESS _____________________________________________

1 OUT OF BOVONTO AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU
HAVE?

A. PEPSI B BOVONTO C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

2 OUT OF BOVONTO AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD DO
YOU HAVE?

A. PEPSI B BOVONTO C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

57
3 OUT OF BOVONTO AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR DO
YOU HAVE?

A. PEPSI B BOVONTO C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

4 HOW MANY BOTTLES OF BOVONTO DO YOU HAVE IN YOUR FRIDGE?

BOVONTO __________________ TOTAL ________________

5 WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX
TO ITS FULL STRENGTH? A.SHORTAGE [ ]
B. EMPTY PROBLEM [ ]
C . IRREGULARITY OF THE SALESMAN [ ] D. OTHER [ ]

6 APPROXIMATELY HOW MANY CRATES DO YOU SALE?

A. 0.5-2 [ ] B. 3-5 [ ] C. 6-10 [ ] D. MORE THAN 10 [ ]

7 HOW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANY?

A. SCHEMES [ ] B GIFT [ ] C SHARING / DRAFT [ ] D OTHER [ ]

58
8 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?
( ) 2 L T. ( ) 1 L T ( ) 500 ML ( ) 300 ML ( ) 200 ML

9 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?

A. ( ) PEPSI ( ) BOVONTO ( ) THUMS-UP

B. ( ) MIRINDA-O ( ) FANTA

C. ( ) MIRINDA –L ( ) LIMCA ( ) MOUNTAIN-DEW ( ) SPRITE

( ) 7-UP

D. ( ) SLICE ( ) MAAZA

59