1

CHAPTER -1

• Executive Summery ------------------------2

• Rational of the Study------------------------3
• Objective of study ---------------------------4
• My Role in Project---------------------------6
• About organization---------------------------8
• Coke in India ---------------------------------10
• Beverage Industry ---------------------------13
• Product Highlight-----------------------------16
• Distribution Network -----------------------26
• Competitors to HCCBPL----------------------31
• Coca cola and Pepsi Indian market ---------33
• Brands of Coca cola ----------------------------55
• Product Profile-----------------------------------57
• Coca-Cola launches 'Maaza Milky Delite'-----------63
• Coca cola India Growth (2009-2010)--------68
• President ‘s Profile------------------------------69
• 2010 common wealth games ------------------71
• India Launches Limca Book of Record Quiz2010-----73

Executive summery
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Over the last few years, hundreds of companies have greatly improved their performance
&the graph of growth through superior sales promotion services. Today many companies
are building on these foundations and are tuning their products in Soft drink segment into
a formidable competitive weapon. Sales Promotion services have become a subject of
huge interest in recent years.
Sales Promotion Services is growing because:
➢ In the face of ever-increasing competition in organizations feel, it is important to
build reliable & sustainable processes with focus on strong relationships with customers.
➢ Significant revenue & profit gains can be made from successful Sales Promotion
Activities that improve efficiency & help serve customers better & faster.
The different distribution channels are as follows:"
1. Eating & Drinking 2.Convenience 3.Grocery
➢ Activation is the key part of Coca-Cola marketing strategy
➢ Company believes that soft drink sell is not a planned sell it's a impulse buying,
and activation create impulse for buying
➢ For improvement of Coca-Cola market, a proper research work has done.
Sales Promotion Strategies are offering new & better ways of addressing industries
objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to
increase the sales of the soft drink.

RATIONAL OF THE STUDY

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Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand
in soft drinks worldwide. Coke has maintained its brand image with high precision. The
marketing strategy of Coke is very stringent than others. The main features in their
marketing by their offerings and its sales and distribution.

It is my gratitude to work with Coca Cola Company especially in marketing department. I

have been placed their in sales and distribution department for my internship. The
research work was not so easy as Coca Cola is very strict in their marketing policy.

In the beginning, the main reason for conducting this study was to know the proper
allocation of distribution to the suppliers and to know about the products sales.

Further, it is to understand the availability of the product and to check out that there is the
proper advertising of the product and to know the working condition of the visi cooler
provided by the company.

In addition, to know the various scheme provided by the Coca-Cola is really applied in
the market or not. And to compare the schemes with Pepsi products.

The study is done to understand the problem of the retailers, and understanding the pre-
sale concept.

Thus, these were the main reasons for conducting this study.
OBJECTIVES OF STUDY
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➢ To measure the performance of distributors in the outlets.
➢ Reasons/causes for the low sales by the retailers.
➢ To advertise the various products of the company.
➢ To find out the present sales status of Thums Up, Coke, Sprite, Limca, Fanta,
Maaza at the retail outlets in the area..
➢ To collect data from retailers for the activation of new channels of distribution.
➢ To study the pre-sale concept of the coke.
➢ To ensure the availability and visibility of the product.
➢ To analyze the effect of scheme

SCOPE OF THE STUDY

➢ By this study, company can know its growth.

➢ This study helps the company to know their actual position in the market.
➢ Helps to find out the promotion activities of the company and help to make
relevant changes according to their rivalry company.
➢ This study ensures the availability of the product in the market.
➢ The study helps to fond out the problem of the counter and to find out the
requirement for more sales.
➢ Helps to maintain the outlets in a well-designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY

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➢ This project is helpful to find out the sale trends of the coke products and its
effect on consumer value and satisfaction.

➢ This study provides an insight to the company that what kind of strategy must be
adopted in order to increase the sales and satisfaction o the consumer.

➢ This project directly deals with the interaction of different kind of people.

Limitations of Study

➢ This project is preparing with view understand of market survey.

➢ Project limitation is theaters and Hotels or out lets in a Kanpur area.
➢ Project in limitation of time taken and understand of voice.
➢ Compression of focus of marketing mix in compare of coca cola & Pepsi.

MY ROLE IN PROJECT “Market share of Coke vs. Pepsi in

Kanpur territory”
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IMPLEMENTATION– First task for me was to implement the project in the given
area with the support of MD’s (MARKET DEVELOPER). Various norms for different
outlets had been fixed but their implementation was very important. Different areas were
assigned to me in whom I implemented and various higher officials of the organization
further visit these areas.
➢ I measured the performance of sales team and distributors in outlets with respect
to all parameters of execution.
➢ I did scoring on the scoring sheet.
The scoring sheet was provided based on which scoring can be done. Scoring is done
out of 100 marks and they have been further divided in 3 components

1. VISI COOLER - 30 points

2. AVAILABILTY - 50 points

3. ACTIVATION – 20 points

MARKET AUDITING (TRACKING PERFORMANCE) – Tracking

performance of the MD of corresponding area was also my responsibility. I had to score
him on fixed norms (SCORING SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like absence of co-

ordination between MD’s and SALES TEAM and report to higher officials.

BRAND CONTACT- I had to interact regularly with shopkeepers to know their

problem and try to solve them. If I could solve them then I reported them to my company
guide, else he suggested me the alternatives, and I took out the orders from retail outlets
and to check out the activation.
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AVAILABILTY - I also need to give company weekly availability report of various
Brands.

ABOUT ORGANIZATION

HISTORY OF COCA-COLA
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Company opened up a museum-like building which was designed to be a tribute to its

famous soft drink product. It is also said to be a tribute to the countless numbers of
consumers who drink Coca Cola. The World of Coca Cola, as it is called, is located in
Atlanta, Georgia, right amidst the tourist district. And, its tribute to the soft drink is
because it is so popular that it is now served daily in nearly two hundred countries.

Having the museum located in Atlanta is fitting because long before anyone had ever
heard of Coca Cola, a doctor by the name of John Stythe Pemberton, who was a druggist
in Atlanta, mixed up his own concoction of medicinal syrup in May in the year of 1886.
Dr. Pemberton used Africa

Kola Nut extract and coca leaves, which are both strong stimulants, in his potion. The
result was a thick, caramel-colored syrup. The purpose of the potion was to be an
effective tonic which would help a person's brain and nerves function better. Dr.
Pemberton's partner, a bookkeeper by the name of Frank M. Robinson, came up with the
name of Coca Cola for the syrup from the names of its two basic ingredients. Dr.
Pemberton poured some of the Coca Cola syrup into a jug and took it to Jacobs Pharmacy
in town. The pharmacy made a fountain drink which mixed some of the Coca Cola syrup
with plain water. The drink was sold to customers for a nickel a glass.

True or not, it has been said that a customer came into the pharmacy one day complaining
of a headache. He asked for a glass of Coca Cola to be made with carbonated water
instead of plain water, and the carbonated version of the soft drink was then born.

The first year, in 1886, Dr. Pemberton sold twenty-five gallons of his syrup which earned
him a total revenue of just fifty dollars. By the next year, because of his poor health
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condition, he began to sell off his company. Five years later, a man by the name of Asa
G. Candler, had acquired total control of the Coca Cola Company. And, two years later,
in 1893, Coca Cola became a patented product in the United States.

Its popularity would not stay within the United States for long, though, because in the
year of 1906, Coca Cola was bottled in Cuba and in Panama. Bottling operations were
soon started in Hawaii the next year, then in the Philippines, France, Belgium, Bermuda,
Colombia, the Honduras, Italy, Mexico, Haiti, and Burma in later years. By the year of
1940, the famous soft drink was bottled in forty countries.

Advertising for the cola has included many product slogans including, "The Pause That
Refreshes", which was used in 1929, "Have A Coke And A Smile," which was used in
1979, and "Always Coca Cola" which was used in 1993 when sales from this soft drink
exceeded ten billion cases worldwide.

COKE IN INDIA

Despite the formidable track of its parent, $18 billion giant in Atlanta USA.Coke India
record 1800 crore soft drink makers is prominent. Coca-Cola entered in India market
after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the
Indian soft drink market because of their acquiring rights of Ramesh Chauhan aerated
Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands
Thums up, limca, Gold spot, Citra, Maaza with a combined rate of 65% with Thums up
alone accounting for 56% then 650 crore segment.
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BENCHMARK

➢ Coca-Cola ranks no.1 brand in the world by the business world survey followed
by companies like Microsoft and IBM.
➢ Coca-Cola is the market leader in the whole world in beverage industry.
➢ Business week magazine ranks Coca-Cola on 4th position in Indian FMCG
industry.
➢ Coca-Cola enjoys approx. 60% market share in Indian beverage industry.

HISTORICAL BACKGROUND OF COCA

COLA

Coca Cola is a very popular cola (a carbonated soft drink) sold in stores
and restaurants in more than 200 countries. lt is produced by the Coca-cola
Company which is also often referred to as simply Coca cola or coke. Coke is one
of the world’s most recognizable and widely sold commercial brands; its major
rival is Pepsi. Originally intended as a patent medicine when it was invented in
the 19th century, Coca-cola was bought out by businessman Asa Griggs Candler,
whose marketing tactics led Coke to its dominance of the world soft drink market
throughout the 20th century.
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The Coca -cola Company owns and markets other soft drinks that do not
carry the Coca Cola branding, such as Sprite, Fanta, and others. Coca cola was
invented. In Atlanta, Georgia, by John S. Pemberton, originally as a coca wine
caned Pemberton's French, Wine coca in 1885. He was 'inspired by the
formidable success of European Angelo Mariani's coca wine Mariani. '

CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of Atlanta.
They accomplish this through scholarships, hotlines, donations and contributions.
Another large accomplishment that the Coca-Cola has, is being the first company to make
and use recycled plastic bottles.
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JOHN PEMBERTON

BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of

people. It is an industry, in which the players constantly innovate, in
order to come up with better products to gain more consumers and
satisfy the existing consumers.

Fig.1:-Beverage Industry in India

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BEVERAGE

ALCOHOLIC NON-ALCOHOLIC

CORBONATED NON- CORBONATED

COLA NON-COLA NON-COLA

The beverage industry is vast and there various ways of

segmenting it, so as to cater the right product to the right person. The
different ways of segmenting it are as follows:-

➢ Alcoholic, Nonalcoholic and sports beverages.

➢ Natural and synthetic beverages.
➢ In home consumption and out of home on premises
consumption.
➢ Age wise segmentation i.e. beverages for kids and for adults,
for senior citizens.
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➢ Segmentation based on the amount of consumption i.e. high
levels of consumption and low level of consumption.

If the behavioral patterns of consumers in India are closely

noticed, it could be observed that consumer perceive beverages in two
diff. ways i.e. beverages are a luxury and that beverages have to be
consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry.
Four strong strategic elements to increase the consumption of
the products of the beverage industry in India are:-

• The quality and the consistency of the beverages needs to be

enhanced so that consumers are satisfied and they enjoy
consuming beverages.
• The credibility and trust needs to be built so that there is a
very strong and safe feeling that the consumers have while
consuming the beverages.
• Consumer education is a must to bring out benefits of
beverage consumption whether in terms of health, taste, relaxation,
refreshment.
• Communication should be relevant and trendy so that
consumers are able to find an appeal to go out, purchase and
consume.

The beverage market has still to achieve greater penetration and

also a wider spread of distribution. It is important to look at the entire
beverage market, as a big opportunity, for brand and sells growth in
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turn to add up to the overall growth of the food and beverage industry
in the economy.

PRODUCT HIGHLIGHT

Brand Name : BonAqua/BonAqa

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Drink Type : Water

BonAqua/BonAqa : BonAqua provides the pure taste of crystal water. Known as

BonAqa in some locations, this refreshing product is available carbonated or
noncarbonated, depending on location.

Available in the following flavors : Aloe Vera Peach, Apple, Apple Grape, Apple Mint,
Apple Pear, Apple Water, Berry, Blueberry, Cranberry Grapefruit, Grapefruit, Grapefruit
Water, Lemon, Lemon Lime, Lemon Melon, Lemon Passionfruit, Lemon Water, Lime,
Lime Raspberry, Lingonberry, Lychee, Maracuja Peach, Melon Strawberry, Orange,
Orange Pineapple, Orange Water, Peach, Peach Water, Pear, Raspberry, Strawberry,
Strawberry Rhubarb, Tangerine and Unflavored.

Brand Name: Coca-Cola

Drink Type: Soft Drink

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Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as
well as the best-known product in the world.

Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a
fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was
introduced in 1886, patented in 1887, registered as a trademark in 1893 and by 1895 it
was being sold in every state and territory in the United States. In 1899, The Coca-Cola
Company began franchised bottling operations in the United States.

Coca-Cola might owe its origins to the United States, but its popularity has made it truly
universal. Today, you can find Coca-Cola in virtually every part of the world.

Have some fun at MyCoke.com

Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola Lemon
Lime, Cola Lime, Cola Orange and Cola Raspberry.

Brand Name: Diet Coke

Drink Type: Soft Drink

Diet Coke: Diet Coke was born in 1982 and

quickly became the No. 1 sugar-free drink in diet-
conscious America. Known as Coca-Cola light in
some countries, it's now the No. 3 soft drink in the world. Diet Coke is the drink for
people who want no calories, but plenty of taste.

Visit DietCoke.com
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Available in the following flavors: Black Cherry Cola Vanilla, Cola, Cola Green Tea,
Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Brand Name: Fanta

Drink Type: Soft Drink

Fanta: Available in Europe since the 1940s, Fanta was introduced in the United States in
1960. Consumers around the world, particularly teens, fondly associate Fanta with
happiness and special times with friends and family. This positive imagery is driven by
the brand's fun, playful personality, which goes hand in hand with its bright color, bold
fruit taste and tingly carbonation.

Beginning in 2009, the U.S. markets will see Fanta Regular Orange, Fanta Zero Orange,
Fanta Apple and Fanta Grapefruit in 100% natural flavors.
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Brand Name: GEORGIA

Drink Type: Coffee

GEORGIA: A ready-to-serve canned coffee, GEORGIA'S flavor blends are a favorite

among hard-working people.

Available in the following flavors: Almond Chocolate Coffee Milk, Chocolate Coffee
Milk, Coffee, Coffee Herbal Milk, Coffee Milk Soybean, Coffee Soy Milk and Coffee
Sugarcane Vanilla.
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Brand Name: Kinley

Drink Type: Water

Kinley: Kinley is a high quality bottled water processed with added minerals popular
among adults who seek a better quality of life and a healthy lifestyle.

Brand Name: Kinley

Drink Type: Soft Drink

Kinley: Kinley is a carbonated water that comes in wide array of variants such as tonic,
bitter lemon, club soda and a myriad of fruit flavors.

Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, Bitter
Lemon, Bitter Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon and
Raspberry.
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Brand Name: Limca

Drink Type: Soft Drink

Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-
loving attitude. It's a home-grown, national treasure in India, where it was acquired by
The Coca-Cola Company in 1993. Limca continues to build a loyal following among
young adults who love the lighthearted way it complements the best moments of their
lives.

Available in the following flavor: Lemon Lime.

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Brand Name: Maaza

Drink Type: Juice/Juice Drink

Maaza: With the real fruit taste kids love, plus added calcium, Maaza's tagline, "Yaari-
Dosti Taaza Maaza," means "friendship moments with fresh Maaza" in Hindi.

Available in the following flavors: Mango, Orange and Pineapple.

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Brand Name: Sprite

Drink Type: Soft Drink

Sprite: Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink.
Sprite is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide,
with a strong appeal to young people. Millions of people enjoy Sprite because of its crisp,
clean taste that really quenches your thirst. But Sprite also has an honest, straightforward
attitude that sets it apart from other soft drinks. Sprite encourages you to be true to who
you are and to obey your thirst.

Available in the following flavors: Bitter Lemon Citrus Grapefruit, Citrus, Lemon and
Lemon Lime.
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Brand Name: Sprite Ice

Drink Type: Soft Drink

Available in the following flavor: Lemon Lime Mint.

DISTRIBUTION NETWORK
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HCCBPL has a wide and well managed network of salesmen

appointed for taking up the responsibility of distribution of products
to diverse parts of the cities. The distribution channels are constructed
in such a way that the demand of customers is fulfilled at the right
place and the right time when it is needed by them.

A typical distribution chain at HCCBPL would be:

Production

Plant Warehouse

Depot Warehouse

Distribution
Warehouse

Retail Stock

Retail Shelf

Consumer
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The customers of the Company are divided into different categories

and different routes, and every salesman is assigned to one particular
route, which is to be followed by him on a daily basis. A detailed and
well organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency
thereby leading to higher profits to the firm.

DISTRIBUTION SYSTEM

Direct distribution:
In direct distribution, the bottling unit or the bottler partner has direct
control over the activities of sales, delivery, and merchandising and
local account management at the store level.

Indirect distribution:
In indirect distribution, an organization which is not part of the Coca-
Cola system has control on one or more of the distribution elements
(Sales, delivery, merchandising and local account management)

Merchandising:
Merchandising means communication with the consumer at the point
of purchase to convey product benefit, value and Quality. Sales
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people and delivery personnel both have this responsibility. In certain
locations special teams who go into business locations to specifically
merchandise our products.

Mission
Everything we do is inspired by our enduring mission:
➢ To Refresh the World... in body, mind, and spirit.
➢ To Inspire Moments of Optimism... through our brands and our actions.
➢ To Create Value and Make a Difference... everywhere we engage.

Vision
To achieve sustainable growth, we have established a vision with clear goals.
➢ Profit: Maximizing return to shareowners while being mindful of our overall
responsibilities.
➢ People: Being a great place to work where people are inspired to be the best they
can be.
➢ Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy peoples’ desires and needs.
➢ Partners: Nurturing a winning network of partners and building mutual loyalty.
➢ Planet: Being a responsible global citizen that makes a difference.
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Values
We are guided by shared values that we will live by as a company and as
individuals.
➢ Leadership: "The courage to shape a better future"
➢ Passion: "Committed in heart and mind"
➢ Integrity: "Be real"
➢ Accountability: "If it is to be, it’s up to me"
➢ Collaboration: "Leverage collective genius"
➢ Innovation: "Seek, imagine, create, delight"
➢ Quality: "What we do, we do well"

Manifesto For Growth (5 P’s)

Manifesto represents the beginning of a journey which, will never end. It is a foundation
upon which will build sustainable growth as each and every member of the Coca-Cola
system recognizes and invests in company’s rich long-term opportunities, while also
accepting a renewed responsibility for meeting its short-term commitments.
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 People - Coke inspires to be a great work place, where people are inspired to be
the best they can be.
 Profits - Coke maximizes return to shareholders while being mindful of overall
responsibility.
 Portfolio - Coke brings the global marketplace beverage brands that anticipate
&satisfy people’s desire & needs.
 Partners - Coke actively nurtures a winning network of beverage and bottling
partners, building mutual loyalty.
 Planet - Coke acts as a responsible citizen, focus on environmental efforts
making making a difference wherever they engage.

COMPITITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic beverage
industry consisting of juices and soft drinks.
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The key competitors in the industry are as follows:

➢PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola

Company never ends for the World's # 2, carbonated soft-drink maker. The
company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the
company's only beverage; PepsiCo sells Tropicana orange juice brands, Gatorade
sports drink, and Aquafina water.
PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-
Cola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola
and the rest belongs to Pepsi.

➢Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly
deals with milk products, Baby foods and Chocolates. But the iced tea that is Nestea
which has been introduced into the market by Nestle provides a considerable
amount of competition to the products of the Company. Iced tea is one of the
closest substitutes to the Colas as it is a thirst quencher and it is healthier when
compared to fizz drinks. The flavored milk products also have become substitutes to
the products of the company due to growing health awareness among people.

➢Dabur: Dabur in India, is one of the most trusted brands as it has been operating
ever since times and people have laid all their trust in the Company and the
products of the Company. Apart from food products, Dabur has introduced into the
market Real Juice which is packaged fresh fruit juice. These products give a strong
competition to Maaza and the latest product Minute Maid Pulpy Orange.

CUSTOMER

As coca cola has a wide range of products. Its customer also varies according to
taste and preference. Coca cola is also available in can of 330ml which targets the
upper income class and their sale is also confined in those particular places.
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Coca cola is available in cola, lemon, orange and juice flavor, accordingly
customers have choice for. Among the products of coca cola Thumps-up has lead
the way with 45% of market share Fanta stands third after Mirinda.
Coca Cola Company has wide range of customers that falls under the
distribution channels of marketing. Customers may be CNF, distributor, retailers
to final customers, which are households.

Coca-Cola and Pepsi in Indian Market

Thursday, May 27, 2010

Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s.

Re-entry of Coca-Cola in 1993

On the 26th of October 1993, Coca-Cola re-entered the Indian market having acquired
some of the leading Indian soft drink brands from Parle, namely Thums-Up, Maaza,
Limca, Goldspot & Citra. These brands joined Coke’s portfolio of international brands
i.e. Coca-Cola, Sprite, Fanta, Schweppes as Coca-Cola India took control of the top soft
drink brands in India from the very beginning. From 1993 to 2003, company invested US
$ 1 billion in India.

The beginning of Cola War

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For the Cricket World Cup 1996, Pepsi was not the official sponsor of the tournament,
Coke was. But Pepsi had a whole pool of best players roped in as brand ambassadors
from the sub continent and abroad. The ad campaign of “Nothing Official About it”
rocked the country and despite Coke being the official sponsor, it was Pepsi which
hogged the publicity.

In 1998, with the release of blockbuster movie “Kuch Kuch Hota Hai”, Pepsi took out
another ace from its sleeve, featuring Shahrukh, Rani and Kajol in its ad. The punch line
was “Yeh Dil Maange More” which was an iconic line and struck a chord amongst the
people.

Coca-Cola countered by spoofing the ad, using Sprite, to hilarious effect. Pepsi
responded with a spoof of its own, starring Azhar and Jadeja hitting on the Coke line of
“Eat Cricket, Sleep Cricket, Drink Only Coca Cola” with the punch line of “More More
Cricket, More More Pepsi”. Coke again hit back, this time with Thumbs Up ad. They
portrayed the cricketers as monkeys and ended the ad with “Don’t be a bunder (monkey)
Taste the Thunder!” Situation turned ugly with Pepsi going to court and finally ended
with Coke withdrawing the ad.

The Cola wars went on full-fledged till 2003, when a pesticide controversy forced Coke
and Pepsi to fight on the same side in so called “India's New Cola Wars”.

The Controversies Presence of Pesticides: In 2003, the Centre for Science and
Environment (CSE) findings stirred the beverage industry in India. CSE claimed to find
dangerous levels of pesticides in all the 57 samples of 11 soft drinks brands collected by
the organization from 25 different manufacturing units of Coca-Cola and PepsiCo spread
over 12 states. The study found a cocktail of three-five different pesticides in all the
samples - on an average 24 times higher than norms laid down by government-run
Bureau of Indian Standard (BIS). Rajasthan, Madhya Pradesh, Chhattisgarh, Gujarat and
Kerala banned the sale of Colas in schools, colleges and government departments, and
other states also took adversarial measures.

The day after the CSE’s announcement, Coke and Pepsi came together in a rare show of
solidarity at a joint press conference. The companies attacked the credibility of the CSE
and their lab results, citing regular testing at independent laboratories proving the safety
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of their products. They promised to provide this data to the public, threatened legal action
against the CSE while seeking a gag order, and contacted the United States Embassy in
India for assistance. They roped in major film stars to explain their purity to public.
Despite all these measures, sales dipped by as much as 80% in some regions. The soft
drinks industry took over a year to get back on the growth track.

Ground Water Crisis: Coca-Cola was recently accused of ground water depletion in
many areas of the country. Coca-Cola’s bottling operations – which extract hundreds of
millions of liters of water from the groundwater resource – have significantly worsened
the water crisis as groundwater levels have dropped sharply since Coca-Cola started its
operations. The company was also accused of indiscriminately dumping its toxic waste
into the surrounding areas – polluting the water as well as the land. The Coke reiterated
its commitment to trim down water usage and take steps towards environment
sustainability and farmer’s welfare. However, activists retort that Coca Cola is in the
business of water usage and wasting, creating a luxury product largely for the middle
class. They are unlikely to put water concerns over profits, until they are forced to.

The road ahead

Amidst various allegations and controversies, the soft drinks industry in India, supported
by its booming economy, strengthening middle class and low per capita consumption, is
growing at a cruising pace. The focus has shifted from carbonated drinks to Fruit drinks,
with both the companies launching Lemon drinks in 2009-10. In the next few years, the
fruit juice category is likely to carry the growth flag forward as consumers become more
health conscious. The companies are likely to take more steps to deal with environment
sustainability. But the Cola wars are here to stay. We as customers can be assured of
superior products and hilarious ads in the process. And are we complaining?
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Image Advertising: The Advertising Strategies of Pepsi and Coca Cola
in India
In a crowded product market, as companies are increasingly falling short of ways to
differentiate their products from those of the competitors, Image Advertising seems to be
a way out. This article highlights the major tenets of Image Advertising, by looking at the
advertising strategies adopted by PepsiCo and Coca Cola in India. The model developed
herein seeks to understand, among many other things, the evolution of a brand, and its
role as an integral part of a company’s brand portfolio.

Contrary to popular belief, advertising is as much a science as it is an art. As the primary

mode of communication between a company and its prospective customer, an
advertisement must connect to the consumer, and create in his mind an attractive image
of the brand. The average consumer gets lost in the vast sea of information, and is unable
to differentiate one product from another. Notwithstanding the scientific inputs that go
into designing an advertising campaign, some campaigns make history while others fail
miserably. Why?

Ads are no longer informative tools, but, as Poisez aptly points out, there has been a
“shift in attention away from the physical aspects and functional benefits of products to
their symbolic associations, expressiveness”. Marketing has ventured into the emotional,
the behavioural, and the cognitive. Today, the primary objective of the ad is to create an
image. The fierce competition between cola giants PepsiCo and The Coca Cola Company
(henceforth, Coca Cola) - and the advertisement strategies adopted by them in India to
establish their respective brand images – offers an interesting insight into Image
Advertising.

Brand Identity

The first step in understanding Image Advertising is to understand the image being
created, i.e. Brand Image. Brand Image is consumers’ perception of the brand in question.
This perception might actually be different from what the brand actually embodies – the
Brand Identity. Advertising bridges the gap between Brand Image and Brand Image.
 35

Exhibit 1: Kapferer's Prism1

There are a number of tools available to explore the identity of a brand. One such tool is
Kapferer’s Prism (Exhibit 1). As shown in the exhibit above, there are many facets to a
brand. Kapferer identifies six key characteristics that together define the brand:

• Physique – the physical attributes of the brand

• Personality – the personification of the brand

• Relationship – the relationship between the consumer and the brand

• Culture – the core values of the brand

• Reflection – the way consumers want to be perceived when using the brand

• Self-Image – the image that consumers have of themselves when associated with
the brand

A combination of these characteristics can be used to identify what the brand ultimately
stands for. These exercises were performed on a few brands each from the stables of both
PepsiCo and Coca Cola; Exhibit 2 depicts the results of these exercises.
 36

Exhibit 2: Brand Proposition

Identity to Image – Evolution of Strategies

A closer look at the brand identities of each of the brands helps assess how successful
their advertising campaigns have been in creating a brand image in tune with it, while
being sensitive to the value system of the target audience.

PepsiCo’s Campaign

The analysis of Pepsi, 7 UP and Mountain Dew from the portfolio of PepsiCo puts forth
some interesting aspects about the evolution of these brands. Pepsi was one of the first
products to Indian markets after the economic reforms of 1991.

Pepsi

Pepsi began with the Yehi hai Right Choice Baby campaign, which has been one of the
most memorable campaigns of the brand, featuring celebrity endorsers such as Shah
Rukh Khan among others. The focus, as is clearly evident, is on the product with the
youth as its target segment. Yeh Dil Mange More and Yeh Pyaas Hai Badi were some of
the later campaigns.

Yeh Dil Mange More campaign was again a great success, having balanced the emotional
as well as the functional appeal of the product. Featuring Sachin Tendulkar and many
other leading stars at that point of time, this was also one of the longest campaigns
 37
carried out by Pepsi. The company however failed to maintain the trend and leverage it.
Instead of moving on to a complete emotional appeal platform, the company decided on a
product based promotion campaign. Though there is still some amount of emotional
appeal to its campaigns, the principal focus is on the product - it being a preferred thirst
quencher.

7 UP

In its early days, 7 UP inherited the global Fido-Dido campaign for promotion in India as
well. However, with changing times and a contextual difference in India, a much more
focused campaign was required. This led to the Keep It Cool campaign, which was
targeted primarily at the youth and the teenager segment. Hence the appeal was at a more
subtle, emotional level, which was meant to convey a potential lifestyle statement. The
recent campaign of Bheja Fry essentially leverages on the same emotional appeal where
the Keep It Cool campaign has been somewhat tweaked to have a local appeal.

Mountain Dew

Mountain Dew is the latest entrant in the product portfolio. This product too has the
appeal of being the drink of a daredevil or the No Fear personality. The campaigns
launched include Do the Dew and Dar Ke Aagey Jeet Hai. The initial campaign was
unclear in terms of its appeal and the target segment, as a result of which the brand
suffered some jolts in the beginning. However, the latest campaign captures the No Fear
or the Macho Man image. In this sense, the brand directly competes with Thums Up from
the Coca Cola Stable

Coca Cola’s Campaign

The Coca Cola campaign in India, however, has been different from that of Pepsi, even
though they both share similar product traits. Coca Cola had a presence in India before
1977, but was subsequently forced to exit the Indian market. When the company returned
to India post liberalization, it came up with an innovative communication and advertising
strategy. Coca Cola has essentially been following the principle of differentiation.

Coca Cola

Jo Chaaho Ho Jaaye, Coca Cola Enjoy was one of the company’s first campaigns in
India. It was remarkably well executed, and appealed both at a product level as well as at
 38
an emotional level. These ads featured celebrities such as Hrithik Roshan and Aishwarya
Rai. The target segment for Coca Cola in its initial days was the youth segment and this
campaign clearly connected well with the segment. However, the next advertising
campaign of Thanda Matlab Coca Cola was launched with an objective to have a mass
appeal. The campaign leveraged the product platform rather than the emotional platform
that it had established earlier.

It is however, important to note here that Coca Cola made some exceptions for India. The
company has similar marketing strategies across geographies and usually doesn’t depend
on celebrity endorsements. But given the great fan-following, and in adapting to the
Indian context, the company had to initially deviate from its set charter. However with
the current campaign of Open Happiness, Coca Cola seems to have achieved both an
emotional as well as a mass appeal. There is a very natural connect with the target
segment, that of celebrating every day, and sharing small moments of joy with our loved
ones, irrespective of any barriers.

Sprite

Sprite - the other brand from the Coca Cola stable – began its journey with the campaign
titled All Taste No Gyaan. This appealed greatly to the youth who don’t like to be
preached and relish their sense of ownership and decision making. Sprite has never
depended on celebrity endorsements as a way to gain brand recognition or consumer
recall. The ads are designed to be very witty, and generally connect very well with the
target audience by capturing every day moments. Seedhi Baat No Bakwaas - its next
campaign – instantly connected with the target audience by coming across as a brand that
was different from the other, one that focused on the individuality of the consumer. The
emotional appeal is much stronger and shows a clear sign of maturity of the campaign.

Proposed Framework
This analysis brought to light the roles played by each brand in the company’s overall
advertising strategy. Not every brand took the centre-stage: some were the core brands,
while others were used as defensive shields and offensive attackers to fight off
competition. The following framework helps classify different brands based on the roles
each of them plays:
 39
• The Core Brand – the flagship brand of the company

• The Cover Brand – acts as a cushion to the core brand; soaks up competition

• The Stand-Alone Brand – neither core nor cover; independent

Brand Portfolio Analysis

The brands in the portfolio of Pepsi and Coca Cola play an important role in terms of the
overall impact they have on brand recall and consumer loyalty. The framework
developed herein attempts to identify the importance of each brand in the portfolio and
the role it plays.

In the case of The Coca Cola Company, Coca Cola is the core brand or the flagship
brand. The focus, therefore, is on capturing the maximum value that the brand can
generate. In this case, Sprite plays the role of a cover brand (Exhibit 3). Any spoof or
threat on Coca Cola is countered by Sprite. However, off late, Sprite is moving up the
ladder to become a core brand in the portfolio. The importance of a cover brand is that it
allows for maintaining a planned advertising strategy. This builds brand value and creates
no confusion about brand proposition.

Exhibit 3: Brand Roles

In case of PepsiCo, Pepsi is the core brand or the flagship brand. However, Mountain
Dew and 7 UP have played the role of standalone brands. Therefore, Pepsi has to
constantly respond to spoofs and threats from other brands by tweaking or changing its
planned advertising strategy. This strategy may lead to confusion in minds of the
consumer about the brand proposition. Such a situation can be critical with regard to the
 40
connection a brand establishes with its target consumer segment. Recent trend suggests at
Mountain Dew taking up the role of a cover brand in the PepsiCo brand portfolio.

Conclusion
This analysis led to some interesting insights. For a start, the image of the brand must be
consistent not only with its identity, but with the value system of the target segment. It is,
in fact, the complexity of the value system of the target segment of Pepsi and Coca Cola
that allows for such a contrast in advertising styles. Furthermore, the race for prime
position involves a well thought out strategy with clear cut roles for each of the brands in
a portfolio. Advertising is indeed both an art and a science. The shift from information to
image displays the rich potential of the advertising space. The exhilarating pace of
evolution from the simple creative to the strategic takes your breath away. Definitely not
for the faint hearted!

Keywords

Different Coca Cola Pepsi

Section
Cola Coke , Thums up Pepsi
Lemon Limca , Sprite , 7up , Moutain
Nimbu fresh Dew ,
Nimbuzz
Orange Fanta Mrinda
Mango Mazza Slice
Water Kinley Aquafina
Soda Kinley Lehar
Juice Pulpy Orange Tropicana
Marketing, Consumer Goods, Advertising, Pepsi, Coca Cola
 41

Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

Fig.3 Organizational Chart Of HCCBPL, Kanpur

 42

ORGANIGATION STRUCTURE

Fig. 4 Organizational Structure

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

Fig. 5 Organizational Structure in Coca-Cola, India

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

HCCBPL.

Fig.6 Organization Structure of the Sales Department In HCCBPL, Kanpur.

Quality Assurances Of A Billion

The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing expectations
because keeping our Quality promise in the marketplace is our highest business objective
 43
and our enduring obligation.

Consumers across the globe choose our brand of refreshment more than a billion times
every day because Coca-Cola is...

• The Symbol of Quality

• Customer and Consumer

Satisfaction

• Responsible Citizen of the

World

Assurance & control

 44

Meeting International Certifications of Assurance

Coca-Cola ensures that the world’s most acknowledged Quality Assurance mechanisms
have tested your drink before you taste your favorite beverage. The Coca-Cola quality
system Assurance layer meets the intent of international standards ISO 9001:2000, ISO
14001 and OHSAS 18001. SGS and Lloyds of London, internationally recognized
registrars, benchmarked The Coca-Cola Quality System against ISO 9001:2000(Quality)
and ISO 14001 (Environmental).

Systems That Have Controlled Quality Over A Century

The testing and inspection requirements, which have been part of the Company’s day-to-
day operations for more than 100 years are strictly adhered to. The operations Division of
Coca-Cola India is governing and supporting each of its bottling units so as to enable
them produce world-class products. The entire system of The Coca-Cola Company is
applicable throughout the bottling operations and is supported with the same technical
and quality tools, systems, procedures and standards. We guarantee that each operation
must achieve the exactly the same end results.

Science behind our quality

A Tour through Our Scientific Manufacturing Processes
 45
The Coca-Cola Company ensures the supreme quality of its beverages by employing
globally accepted and validated manufacturing processes and Quality Management
Systems. Let us now take you through the processes and Quality Assurance Programs

followed by our world-class manufacturing facilities in India.

Testing Source Water For Plant Site Selection

The site for our manufacturing plants are finalized only after the source water has been
tested for all requirements of potable water. The analysis is always conducted by
independent third party accredited laboratories. The source water is then properly
protected and re-tested periodically to ensure that it conforms to international standards.

The water is then drawn through sealed pipelines into the storage tanks placed in secured
water treatment areas of the manufacturing plant.

All India Division COBO's are now ISO 14001 certified

 46

All 25 of the India Division's Company-owned bottling plants have gained the
international standard ISO 14001 Environment Management System certificate.

The ISO 14001 certificate is the internationally recognized standard of Environmental

Management.

A company must demonstrate management commitment, the total involvement of all

employees and a compliance with applicable regulatory and internal company standards.

The Company started its compliance effort in February, 2002 and the Bidadi plant near
Bangalore in the southern State of Karnataka was the first plant to receive this prestigious

Accreditation in January 2003.

Strict division compliance with the eKO system ensured that the bottling plants were
ready to meet the tough evaluation criteria and standards of the ISO auditors.

After only 15 months, when certifying agency Det Norske Veritas completed its audit and
granted the ISO certification to the Patna plant in eastern State of Bihar, every plant in
the Company owned bottling system held the coveted certificate.

"We have been able to achieve this due the unwavering commitment and belief
demonstrated by all our associates in protecting, preserving and enhancing the
 47
environment," says India Division President Sanjiv Gupta.

The India Division Environment Resource Management team guided the plant teams in
implementing systems that helped fulfill the requirements of the ISO Certifying system.
Strict division compliance with the eKO system ensured that the bottling plants were
ready to meet the tough evaluation criteria and standards of the ISO auditors.

The environment management system has resulted in other significant business benefits,
including conservation of resources, increased productivity and reduction of overall
wastages.

The Division is now working hard to extend the ISO footprint across the entire franchisee
owned bottling system as well.

Vijayawada, March 13, 2004: Hindustan Coca-Cola Beverages Private Limited

(HCCBPL) announced that its Atmakuru unit in Guntur District, Andhra Pradesh has
been awarded the prestigious "Golden Peacock National Quality Award 2003" for
excellent quality standards, high productivity and Community relationships. The award
was given to the company by The Institute of Directors, (IOD) Delhi, an independent
body constituted by eminent industrialists, bureaucrats among others and recognises the
achievements of manufacturing units under the categories of Environment, Quality and
Corporate Governance.

The Atmakuru unit has been judged as the best plant in the Medium Manufacturing
category for Food and Beverage Industry encompassing under Quality processes, among
 48
272 entries received from across the country. The annual award winner is decided using a
long assessment procedure, which also includes a visit to the facility by a team of experts
from IOD.

Commenting on the Award Mr.Ashok Namboodiri - Area General Manager, HCCBPL,

said "We are proud to have received this coveted award. At Coca-Cola, Quality is more
than just something we taste or see or measure. It shows in our every action. We
relentlessly strive to exceed the world's ever-changing expectations because keeping our
Quality promise in the marketplace is our highest business objective and our enduring
obligation."

The unit has received many awards and recognitions for its achievements and
performance. The Pollution Control Board and Government of Andhra Pradesh awarded
"Excellence in Water Conservation and Pollution Control" to the Atmakuru unit in 2003.

The unit certified for ISO 9001, ISO 14001 and is in the final stages of getting certified
for Food Safety Management System (HACCP) from accredited Certification agency
DNV.

BUSINESS PARTNERS REJOICE WITH COCA-COLA AWARDS

Coca-Cola India's business partners, vendors and key account outlets joined together to
release advertisements in leading English and local language newspapers in Hyderabad
city complimenting the company for winning the Golden Peacock National Quality
Award 2004 that was won by the Ameenpur bottling unit near the city in the southern
state of Andhra Pradesh. The company-owned bottling unit is the only plant in food &
beverages category from amongst 176 entries across the country this year. The annual
 49
award is presented by Institute of Directors, an independent body that promotes quality
and Corporate Governance. While one ad congratulated the Company and celebrated the
accomplishment, the other, quite simply, raised a toast to this achievement. The initiative
is a strong reflection of the business partners' pride in associating with Coca-Cola
operations.

Brands of Coca Cola

Coca-Cola Zero® has been one of the most successful product launches in
Coca Cola‘s history. In 2007, Coca Cola‘s sold nearly 450 million cases globally.
Put into perspective, that's roughly the same size as Coca Cola‘s total business in
the Philippines, one of our top 15 markets. As of September 2010, Coca-Cola Zero
is available in more than 100 countries

Energy Drinks
 50
For those with a high-intensity approach to life, Coca Cola‘s brands of Energy
Drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B
vitamins.

Juices/Juice Drinks
We bring innovation to the goodness of juice in Coca Cola‘s More than 20 juice
and juice drink brands, offering both adults and Children nutritious, refreshing and
flavorful beverages.

Soft Drinks
Coca Cola‘s dozens of soft drink brands provide flavor and refreshment in a variety of
choices. From the original Coca-Cola to most recent introductions, soft drinks from The
Coca-Cola Company are both icons and innovators in the beverage industry.
Sports Drinks

Carbohydrates, fluids, and electrolytes team together in Coca Cola‘s Sports Drinks,
providing rapid hydration and terrific taste for fitness-seekers at any level.

Tea and Coffee

Bottled and canned teas and coffees provide consumers' favorite drinks in
convenient take-anywhere packaging, satisfying both traditional tea drinkers and today's
growing coffee culture.

Water
Smooth and essential, our Waters and Water Beverages offer hydration in its purest form.
 51
Other Drinks
So much So & more than soft drinks, Coca Cola‘s brands also include milk products,
soup, and more so you can choose a Coca Cola Company product anytime, anywhere for
nutrition, refreshment or other needs.

Coca-Cola India Launches Fanta Apple

Part of the phased launch, Fanta Apple will be initially made available to
consumers in the two Southern Indian States of Andhra Pradesh & Tamil Nadu, followed
by a national roll out in the next two months. The company has also signed up the young
and charmingGene lia D‟Souzao f „Bommarilu‟ „Boys‟and „Jaane Tu Ya Jaane Na‟
fame as the new Fanta Brand Ambassador

PRODUCT PROFILE

Product Available in Kanpur Market and Rates, Volume, Profit, Cost

As on May 2010.

Coca – Cola has a wide range of products at different volumes

PRODUCT LINE
• Coca – Cola
• Thums – Up
• Sprite
• Fanta
• Limca
• Maaza (RGB)
 52
• Maaza Tetra
• Kinley Soda
• Kinley Water
• Bo aqua water
● Minute maid
PRODUCT VOLUMES AVAILABLE
• 200 ML
• 250 ML
• 300 ML
• 330 ML
• 400ML
• 600 ML
• 1 LT.
• 1.2 LT.
• 1.25LT
• 2 LT.

BEST BEFORE DATE

RGV (200 ML, 300 ML) : 6 Months

Mobile (600 ML) : 2.5 Months
Can (330 ML) : 6 Months
Pet (2 LT.) : 3 Months
Pet (1.25 LT) : 4 Months
Minute maid : 4 Months
 53
Prices per bottle on different volumes
SOFT DRINK
VOLUME COST
200 ML & 250 ML 08
300 ML 10
600 ML 22
2 LT. 53
330 ML 25
400 ML 25
1 LT. 31
Price of empty crate 300 Rs.
NO. OF BOTTLES AND THEIR COST

VOLUME NO. OF BOTTLE COST

200 ML 24 148
300 ML 24 216
600 ML 24 450
1.25 LT. 12 378
2 LT 09 423
CAN 24 552
SODA (300 ML) 24 164
KINLEY (WATER) 12 117
BONAQUA (WATER) 12 117
1.2 LT (MAZA) 12 504
600ML (MAZA) 24 552

NO. OF BOTTLES / CRATE

VOLUME BOTTLE
 54
200 ML 24
250 ML 24
300 ML 24
600 ML 24
2 LT 09
1 LT (WATER) 12
CANE 24

RETAILERS PROFIT

VOLUME COST PROFIT

200 ML 148 20
300 ML 216 24
600 ML 450 30
2 LT 405 27
CAN 552 48
 55

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - It’s The Refreshing Thing To Do .

1942 - It’s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

 56

1969 - It’s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1989 - You Can’t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

2005 - Make It Real

2005 - Welcome to the Coke side of life

2007 - Live on the Coke Side of Life

 57
2009 - Open Happiness

2010 - Open Happiness.

Coca-Cola launches 'Maaza Milky Delite'

By Raahil Chopra on Aug 19, 2010
filed under Media, India

Coca-Cola India has entered the dairy segment by launching a mango and
milk based drink - 'Maaza Milky Delite'.For the launch of the new drink,
Leo Burnett has set up a 360-degree marketing communication campaign in
West Bengal, where the drink will be launched first. The campaign will
consist of road shows, sampling sessions and by their presence in touch
points. The nationwide launch of Maaza Milky Delite will follow soon, with
a new campaign.
 58
Coca-Cola India has entered the dairy segment by launching a mango and milk based
drink - 'Maaza Milky Delite'.

For the launch of the new drink, Leo Burnett has set up a 360-degree marketing
communication campaign in West Bengal, where the drink will be launched first. The
campaign will consist of road shows, sampling sessions and by their presence in touch
points. The nationwide launch of Maaza Milky Delite will follow soon, with a new
campaign.

Along with this a TVC has been shot in Bengali that brings out the tagline, 'Sharing not
possible' for Maaza Milky Delite will also be aired on channels in Kolkata.

Commenting on the launch, Ricardo Fort, vice president, marketing, Coca-Cola India,
“We at Coca-Cola India are constantly evaluating and exploring opportunities to expand
and further diversify our beverage portfolio. It gives me immense pleasure to announce
the launch of Maaza Milky Delite, an innovation that will not only mark Coca-Cola
India’s entry in the dairy segment but also further strengthen the leadership of brand
Maaza in the country. This latest innovation has been developed at our Research &
Development Laboratory in Gurgaon. As part of the phased launch, Maaza Milky Delite
would be first made available to consumers in the city of Kolkata followed by a nation-
wide launch later this year”.

Commenting on the launch of the drink and the ad campaign for the same, Sainath
Saraban, executive creative director, Leo Burnett, said, "It's basically the coming together
of mango and milk to form one of the most delicious drinks. With Maaza the positioning
has always been indulgence, with 'Maaza Mango Delite', we've positioned this drink as an
indulgence of a different kind and we've brought it out with the tagline - 'Sharing not
possible'. We are hoping for big things from this drink as well as the ad campaign and
hope to roll out the nationwide campaign soon too."

Vikas Chawla, vice president, Franchise Bottling Operations, Coca-Cola India, added,
“Driven by innovation, we at Coca-Cola India are constantly trying to find new ways to
delight and refresh our consumers. The launch of Maaza Milky Delite is an example of
the same endeavor. Maaza Milky Delite is a combination of delicious mangoes and milk,
blended together, to delightfully satiate the Indian palate. Over the next two months,
 59
Maaza Milky Delite would be retailed across 3,000 outlets in Kolkata. I am confident that
consumers will find this latest innovation truly refreshing and delightful”.

The drink, targetted towards teenagers and young adults will be priced at Rs. 15 for a 200
ml tetra pack.

Maaza - India’s Largest Selling Juice Drink Brand All Set To

Further Enhance Its Market Leadership
Launches Integrated Communication Initiative For The Summer Of 2009

• Innovative communication designed to position Maaza as the best & the only way
to quench the thirst for Mangoes, a strong desire which hits most mango lovers –
‘Aam Ki Pyaas’ (Thirst for Mangoes)

• New communication aims to take Mango’s connect with Maaza to the next level
by positioning it as the Ultimate thirst quencher of Mango, best explained by the
tagline – ‘Maaza Lao, Aam Ki Pyaas Bujhao’ (i.e. Quench your thirst for
Mangoes by Maaza)

• Integrated communication program includes mass media advertising and

leveraging a range of below the line channels including out-of-home (OOH)
media, point of sale merchandise and rolling out on-the- ground.

Delhi, 25th February, 2009: Maaza, India’s biggest and most favorite juice drink brand,
today unveiled an innovative communication initiative for 2009 aptly called ‘Aam ki
Pyaas’ (i.e. Thirst for Mangoes). The new communication program has been designed
to position Maaza as the best and the only way to quench the thirst of Mango lovers who
have an ultimate desire to have Mango, anywhere and anytime, best captured by the
tagline, ‘Maaza Lao Aam ki Pyaas Bujhao’ (i.e. Quench your thirst for Mangoes by
Maaza). The latest initiative aims to connect with both young and old consumers across
India who have strong urge to have their favorite fruit, Mango- the national passion of
India.
 60
According to Avinash Pant, Director- Marketing, Coca-Cola India, “Maaza’s appeal
across consumer segments has made it India’s largest selling juice drink brand. The
latest communication aims to take the Mango’s connect with Maaza to the next level by
positioning it as the ultimate (and only) way to quench the thirst for Mangoes- ‘Maaza
Lao Aam Ki Pyaas Bujhao’.”

Coca-Cola India’s Leadership in the Juice Drink Segment

Coca-Cola in India currently enjoys market leadership in the juice drink segment with
brand Maaza.

In-addition, the company has also has Minute Maid Pulpy Orange, a naturally
refreshing juice drink, offering an unmatched taste experience due to the presence of
natural ‘Orange Pulp’. With a larger juice drink portfolio and by launching a fresh
communication for Maaza, Coca-Cola in India is all set to extend its leadership in the
juice drink segment.

The latest communication has been conceptualized by Sainath Saraban of Leo

Burnett and produced by Rajesh Krishnan of Soda Films. In addition to leveraging
mass media advertising, integrated communication plan includes roll out of a range of
initiatives including out-of-home (OOH) media, point of sale merchandise and on- the-
ground initiatives across all key markets.

According to K V Sridhar, National Creative Director, Leo Burnett, “Aam ki Pyaas

is a very powerful metaphor for the irresistible craving for mangoes which most Indians
experience. Maaza Lao Aam Ki Pyaas Bujhao, in a line establishes Maaza as the most
delicious mango drink in India by positioning it as the best solution for our craving for
Mangoes.”

Sainath Saraban, Executive Creative Director, Leo Burnett, adds, “The latest
communication ‘Maaza Lao Aam ki Pyaas Bujhao’ as an idea lends itself fabulously to
360 degree execution. And it also works across the length and breadth of India without
 61
losing any of its charm.”

Story Board of the ad

The latest communication revolves around the idea of intense craving for Maaza- ‘Aam
Ki Pyas’. The film portrays a character who is obsessed with mangoes. He feels betrayed
by his mango tree that doesn’t give him his favorite fruits off season. He repeatedly calls
fruit vendors late at night and keeps asking the same question much to their irritation,
“Have mangoes arrived yet?” He hears the word ‘Aam’ (i.e. Mango) in every other
conversation. His wife and son are pretty used to this but wonder if there’s anything that
can cure his intense thirst for mangoes. The son has a brainwave and introduces his father
to Maaza, who after drinking Maaza experiences his life’s most delicious mango
experience. So much so that his preference changes to drinking a Mango (Maaza) rather
than eating it - ‘Maaza Lao Aam Ki Pyaas Bujhao’.
 62

Coca-Cola India Q2 2009-2010 Growth Up By 33%

Last Updated: 2009-07-22T10:54:42+05:30

The soft
drink Coca-Cola India Q2 Growth Up By
major, Coca-Cola,
33%
registered a 33%
growth in sales in
India during the
second quarter
ended July 3.
Supported by the
high growth in
India as well as
China, the
company also saw
its revenues
increase to $2.04
billion, or 88 cents Coca Cola
per share, in the
quarter under review, as against $1.42 billion, or 61 cents per share, earned in the year-
ago period.
The total volume of beverages sold worldwide grew by 4%, with international sales
going up by 5%. Sales rose 33% in India and by 14% in China. Coca-Cola gets the bulk
of its revenue from overseas sales.
"We believe our unique global franchise model is the best way to win in the market,"
company chief executive Muhtar Kent said in a statement on Tuesday. "In the first half of
the year, we delivered volume and profit results in line with our long-term growth targets,
despite very challenging global economic conditions," Kent said.
 63
"Our investments in key growth markets contributed to the good performance in China,
Mexico, India and Brazil."
Saying that the company was on track to achieve the $500-million target in annualised
savings by 2011, Kent added that it had also begun rolling out its 2020 Vision.
"Our 2020 Vision roadmap is to bring a new clarity and focus to our global business and
is ensuring that our system is ideally positioned to make the most of the abundant
opportunities ahead of us."

President's profile

Atul Singh
President, India and South West Asia Business Unit

Atul Singh is the President of Coca-Cola India and South West Asia Business Unit, a
responsibility that he took over on September 1, 2005. He was earlier the President of
East, Central & South (ECS) China Division of Coca-Cola. Atul is responsible for Coca-
Cola’s operations in India, Sri Lanka, Bangladesh, Bhutan, Nepal and the Maldives.

Under his stewardship, Coca-Cola's business in India has made strides in all facets of its
operation and reported eleven consecutive quarters of growth.
 64
Atul joined The Coca-Cola Company in 1998 as Vice President, Operations of Coca-
Cola, India Division. He led the Franchise Operations and Key Accounts group of the
India Division from 1998 to 2001. Atul later moved to China for a stint as Region
Manager of East China, China Division and later became the President of the ECS, China
Division. The Division consisted of Shanghai, the Swire Territories of China, Hong Kong
and Taiwan. Additionally, Atul was also responsible for the global and strategic Key
Customer Relationships for Greater China and was a member of the Customer Leadership
Council. Prior to this, Atul served as Deputy Division President and headed the
Operations group of China Division. Under his leadership, mainland China operations
were among the fastest growing Coca-Cola businesses.

Prior to joining Coca-Cola, Atul worked with The Colgate Palmolive Company for 10
years and held several key positions including Country General Manager, Nigeria (1995-
1998), Finance Director and then Country General Manager, Romania (1992-1995) and
Finance Manager, Body Care Division, USA (1990-1992). Before joining Colgate, Atul
worked as an Auditor with Price Waterhouse in New York.

Atul is also currently the Vice-Chairman of the Asia Pacific Council of American
Chambers of Commerce (APCAC) for South Asia. Additionally he is also Chairman of
the Rural Development Committee of Confederation of Indian Industry (CII). As the
Chairman of the Sports Committee of Federation of Indian Chambers of Commerce and
Industry (FICCI), he is spearheading this important committee. Atul is also a member of
the Young Presidents' Organization, a global body dedicated to creating 'Better Leaders
through Education and Idea Exchange'.

Atul is an alumnus of the prestigious St. Xavier's College of Kolkata, India from where
he majored in Commerce. Atul holds an MBA degree from Texas Christian University,
USA. He has lived and worked in the four continents of Asia, Africa, Europe and North
America.
 65

2010 Commonwealth Games (CWG)

Coca-Cola India, the official beverage partner

of the 2010 Commonwealth Games (CWG), has
unveiled its new Visual Identity System (VIS)
and logo for the Games in Delhi. With the aim
of building excitement for the Games to be held
in Delhi in October, the thought for the platform
is “Go Dilli, Let Sports Win”. The new VIS
means to encourage people to participate in and
support the XIX Commonwealth Games and
"ensure the triumph of sports and sportsman
spirit over all else", according to a company release. Along with an extensive outdoor
campaign, it will be used to activate all competition and non-competition venues of the
Commonwealth Games.

At the launch of the new identity and campaign, Atul Singh, president & CEO, Coca-
Cola India, said, “Coca-Cola has been associated with mega sporting events in its efforts
to promote healthy, active living and promoting social cohesiveness. Our partnership
with sporting events across the world provide us an opportunity to enhance brand value,
build capabilities and further build upon the employee and system pride in being
associated with such sporting events." He added, "By associating with the
Commonwealth Games, we will have the opportunity to refresh more than 8000 athletes
and delegates and more than 30,000 volunteers that will take part in the Games.”

The VIS has been developed for Coca-Cola India by Iconological, a brand design firm in
the USA. It has been inspired by Indian symbols like the chakra, the paisley and the
 66
Lotus Temple in Delhi. It will be integrated extensively in packaging, point of sale
materials, product delivery trucks, equipments, and out of home media. The campaign for
the Games has been developed by McCann Erickson.

India Launches Limca Book of Records Quiz 2010

Coca-Cola in India has launched the Limca Book of Records Quiz 2010 following the
huge success it enjoyed last year.
 67
The aim of the quiz is to promote knowledge and awareness amongst the young members
of the country’s society.

As part of the multi-city initiative, a series of competitions are to take place in 3,500
schools across 100 Indian cities between now and December.

Ricardo Fort, vice-president of marketing at Coca-Cola India, said that Coca-Cola India
believes that education is the “basis for social change”.

“As a company committed to sustainability and well-being of communities, we have been

contributing in our own small way to the cause of education,” he added.

The Limca Book of Records Quiz 2010 is to take place in three stages: an inter-school
round, semi-final round and a national final.

Earlier this month, Coca-Cola India’s cloudy lemonade brand Limca launched a new
summer campaign featuring Bollywood actor Hrishitta Bhatt.

Chapter – 2
• Research methodology-----------------------------75
 68
• Market segmentation model-----------------------81
• Data interpretation---------------------------------88
• Findings----------------------------------------------103
• Suggestions and Recommendations--------------105
• Limitation & research work----------------------106
• Conclusion-------------------------------------------107
• Bibliography-----------------------------------------110
• Questionnaire----------------------------------------111

RESEARCH METHODOLGY

What is research?
Research is a common language refers to a search of new knowledge. Research is
scientific & systematic search for pertinent information on a specific topic, infect
research is an art of scientific investigation.

What is methodology?
Research Methodology is a scientific way to solve research problem. It may be
understood as a science of studying how research is doing scientifically. In it we study
various steps that are generally adopted by researchers in studying their research
problem. It is necessary for researchers to know not only know research method
techniques but also technology.
 69
What is scope of Research Methodology?
The scope of Research Methodology is wider than that of research methods.
The research problem consists of series of closely related activities. At times, the first
step determines the native of the last step to be undertaken. Why a research has been
defined, what data has been collected and what a particular methods have been adopted
and a host of similar other questions are usually answered when we talk of research
methodology concerning a research problem or study. The project is a study where focus
is on the following points:

Research design:
A research design is defined, as the specification of methods and procedures for
acquiring the Information needed. It is a plant or organizing framework for doing the
study and collecting the data. Designing a research plan requires decisions all the data
sources, research approaches, Research instruments, sampling plan and contact methods.

Research design is mainly of following types: -

1. Exploratory research.
2. Descriptive studies
3. Casual studies

EXPLORATORY RESEARCH

The major purposes of exploratory studies are the identification of problems,

the more precise Formulation of problems and the formulations of new alternative
courses of action. The design of exploratory studies is characterized by a great amount of
flexibility and ad-hoc veracity.

DESCRIPTIVE STUDIES
Descriptive research in contrast to exploratory research is marked by the prior
formulation of specific research Questions. The investigator already knows a substantial
amount about the research problem. Perhaps as a Result of an exploratory study, before
 70
the project is initiated. Descriptive research is also characterized by a Preplanned and
structured design.

CASUAL OR EXPERIMENTAL DESIGN

A casual design investigates the cause and effect relationships between two or
more variables. The hypothesis is tested and the experiment is done. There are following
types of casual designs:
I. After only design
II. Before after design
III. Before after with control group design
IV. Four groups, six studies design
V. After only with control group design.
VI. Consumer panel design
VII. Exposit facto design
DATA COLLECTION METHOD

PRIMARY SECONDARY

Direct personal Interview

Indirect personal Interview
Published Sources Unpublished
Sources
Information from correspondents Govt. publication
Mailed questionnaire Report Committees & Commissions
Question filled by enumerators. Private Publication
Research hotels and theaters, outlets.

PRIMARY DATA
These data are collected first time as original data. The data is recorded as observed
or encountered. Essentially they are raw materials. They may be combined, totaled
 71
but they have not extensively been statistically processed. For example, data obtained
by the peoples.

SECONDARY DATA
Sources of Secondary Data

Following are the main sources of secondary data:

1. Official Publications: Publications of the PEPSI & COKE and by the corporate
office of PEPSI & COKE.

2. Publications Relating to Trade: Publications of the trade associations, stock

exchange, trade union etc.

3. Journal/ Newspapers etc.: Some newspapers/ Journals collect and publish their
own data, e.g. Indian Journal of economics, economist, Economic Times.

4. Data Collected by Industry Associations: For example, data available with

PEPSI & COKE..

5. Unpublished Data: Data may be obtained from several companies, organizations,

working in the same areas. For example, data on PEPSI & COKE magazines.

Period of Study: This study has been carried out for a maximum period of 8 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process
requiring care, sophistication, experience, business judgment, and imagination for which
there can be no mechanical substitutes.

Sampling Design: The convenience sampling is done because any probability sampling
procedure would require detailed information about the universe, which is not easily
available further, it being an exploratory research.

Sample Procedure: In this study “judgmental sampling procedure is used. Judgmental

sampling is preferred because of some limitation and the complexity of the random
 72
sampling. Area sampling is used in combination with convenience sampling so as to
collect the data from different regions of the city and to increase reliability.

Sampling Size: The sampling size of the study is 100 users.

Method of the Sampling:

Probability Sampling
It is also known as random sampling. Here, every item of the universe has an equal
chance or probability of being chosen for sample.
Probability sampling may be taken inform of:

Simple Random Sampling

A simple random sample gives each member of the population an equal chance of being
chosen. It is not a haphazard sample as some people think! One way of achieving a
simple random sample is to number each element in the sampling frame (e.g. give
everyone on the Electoral register a number) and then use random numbers to select the
required sample.
Random numbers can be obtained using your calculator, a spreadsheet, printed tables of
random numbers, or by the more traditional methods of drawing slips of paper from a hat,
tossing coins or rolling dice.

Systematic Random Sampling

This is random sampling with a system! From the sampling frame, a starting point is
chosen at random, and thereafter at regular intervals.
 73

Stratified Random Sampling

With stratified random sampling, the population is first divided into a number of parts or
'strata' according to some characteristic, chosen to be related to the major variables being
studied. For this survey, the variable of interest is the citizen's attitude to the
redevelopment scheme, and the stratification factor will be the values of the respondents'
homes. This factor was chosen because it seems reasonable to suppose that it will be
related to people's attitudes

Cluster and area Sampling

Cluster sampling is a sampling technique used when "natural" groupings are evident in a
statistical population. It is often used in marketing research. In this technique, the total
population is divided into these groups (or clusters) and a sample of the groups is
selected. Then the required information is collected from the elements within each
selected group. This may be done for every element in these groups or a subsample of
elements may be selected within each of these groups.

Non Probability Sampling

It is also known as deliberate or purposive or judge mental sampling. In this type of
sampling, every item in the universe does not have an equal, chance of being included in
a sample.
It is of following type:
Convenience Sampling
A convenience sample chooses the individuals that are easiest to reach or sampling that
is done easy. Convenience sampling does not represent the entire population so it is
considered bias.
Quota Sampling
In quota sampling the selection of the sample is made by the interviewer, who has been
given quotas to fill from specified sub-groups of the population.
 74
Judgment Sampling
The sampling technique used here in probability > Random Sampling.
The total sample size is 100 profiles.

Data Collection: - Data is collected from various customers through personal

interaction. Specific questionnaire is prepared for colleting data. Data is collected with
mere interaction and formal discussion with different respondents and we collect data in
PEPSI & COKE and face to face contact with the persons from whom the information
is to be obtained (known as informants). The interviewer asks them questions
pertaining to the survey and collects the desired information. Thus, the we collect data
about the working conditions of the workers of COKE; I worked at COKE contact the
workers and obtain the information. The information obtained is first hand or original in
character.
MARKET SEGMENTATION MODEL OF COCA-COLA
Segmentation of outlets as Channel, Class, and Income. Let us know what are the
Channel, Class, and Income respectively.
Markets can be segmented along 3 lines- Outlet Volume, Locality Income, & Channel
cluster.

SEGMENTATION

CHANNEL CLUSTER LOCALITY INCOME OUTLET VOLUME

Grocery Low Diamond
Eating Drinking Medium Gold
Convenience High Silver

Classification of Outlets on the basis of volume

Outlet Classification Volume
Diamond >800
Gold 500-799
Sliver 200-499
Bronze <200
 75

TYPES OF OUTLETS
CHANNEL TYPE- Grocery:-

Outlets which primarily engaged in retailing of food and various household items, It
include neighborhood outlet stoking provisions, edible & general household items of
daily usages E.G., commodities like flour, pulses, rice & branded household items like
toothpaste, mosquito oil, soap etc
 76

CHANNEL TYPE- Eating and drinking :

Outlets selling items to eat which are being cooked within outlet, made at the outlet &
possibility consume in outlet. They may have place of sitting. It includes
QSR/Bakery/MITIE Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps
etc.
 77

CHANNEL TYPE-
Convenience:-

It includes outlets which are small stores or shops generally accessible locally. These are
often located along side busy roads. It includes Chemists shop/STD booths/Pan Bidi
shops etc.
E & D includes flowing outlets:-
 78
Fast Food: - Self service with limited menu.
Pubs: - Outlets selling alcoholic beverages & snack items. It May be open till late at
nights or 24 hrs.
Dhaba: - Situated on roadside & market places catering cost effective Indian food.

Convenience includes:
Pan shop: - Semi- temporary kiosk located near the road side selling Cigarettes,
beverages and other confectionary items.
Outlet at petrol pump: - Convenience outlets selling top up items, may be open till
late at nights or 24 hrs.
Travel & convenience kiosks: - Permanent kiosks within the airports/ railways/
bus stand premises (inside or outside) selling only beverages or a food & beverage
kiosks.
PRE-SALE CONCEPT :- This is the new concept that had started from the year
2007. In the Pre-Sale the company takes order one day before and accordingly company
delivers their products for each route.

Standards for different types of outlets

ACTIVATION STANDARD FOR
CHANNEL: - GROCERY

OUTLET CATEGORY: - DIAMOND

Essential activation standards:-

✔ Display Rack (at least 1)
✔ 3 Tier Rack with Header (should pure 50% charged by coke products)
✔ Self Display (other than rack, mini.6 facing of any pet displayed & visible.
✔ Price communication & visi cooler @ prime position.
 79
Optional activation standards
✔ Counter Top.
✔ Aerial Mobile Hanger.
✔ Crate Display.
✔ Road Standee/Flange/Signage.

ACTIVATION STANDARD FOR

CHANNEL: - GROCERY
OUTLET CATEGORY: - GOLD

Essential activation standards:-

✔ Display Rack (at least 1)
✔ 3 Tier Rack with Header (should pure 50% charged by coke products)
✔ Self Display (other than rack, mini.8 facing of any pet displayed & visible.
✔ Price communication & visi cooler @ prime position.

Optional activation standards.

✔ Counter Top.
✔ Aerial Mobile Hanger.
✔ Crate Display.
✔ Road Standee/Flange/Signage

ACTIVITION STANDERDS FOR

CHANNEL: - GROCERY
OUTLET CATAGERY: - SILVER
Essential activation standards:-
✔ Display Rack (at least 1)
✔ 3 Tier Rack with Header (should pure 50% charged by coke products)
✔ Self Display (other than rack, mini.8 facing of any pet displayed & visible.
✔ Price communication & visi cooler @ prime position.

Optional activation standards.

 80
✔ Counter Top.
✔ Aerial Mobile Hanger.
✔ Crate Display.
✔ Road Standee/Flange/Signage.

ACTIVITION STANDERDS FOR

CHANNEL:-GROCERY

OUTLET CATEGORY:-BRONZE
Essential activation standards
✔ 1 Tier Rack
✔ Price communication & visi cooler @ prime position.

ACTIVITION STANDERDS FOR

CHANNEL:-E & D
OUTLET CATEGORY:-DIAMOND
Essential activation standards:-
✔ Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu board with
combo communication (at least 1 of 3 options).
✔ Branded table mats/Branded menu card/table top (at least 1 of 3 option) at least 5
nos. or all tables if less than 5 tables.
✔ Flange/Road Standee/Glow sign board (at least 1 of these 3)
✔ Price communication & visi cooler @ prime position
 81

Data Interpretation
Graph-1: Outlet that have been visited.

TYPE OF OTLETS No. OF OUTLETS PERCENTAGE

Grocery 17 7%
Convenience 165 66%
E&D 68 27%
TOTAL 250 100%

Interpretation-
Through the above diagram we can know that out of 250 outlets how many outlets
are convenience, grocery and E&D outlets.

Graph-2
Classification of outlets on the basis of volume
VPO CLASS NO. OF OUTLET
Diamond 30
Silver 166
Gold 50
Bronze 4

Interpretation-
 82
Through this diagram we know that how many outlets in number and what percent
of total outlets belong to diamond class, silver, gold and bronze class.

Graph-3
Rating for E&D Outlets On the Basis of Score.
Rating Score
Excellent 16 to 20
Good 11 to 15
Satisfactory 6 to 10
Poor 1 to 5
Table -A
Rating No. of outlet
Excellent 12
Good 7
Satisfactory 16
Poor 33
Table -B

Interpretation-
In above diagrams, Table-A shows the rating quotation for E&D outlets and Table-
B shows that out of 68 outlets how many outlets have been rated as excellent, good,
satisfactory and poor on the basis of their score.

Graph-4
Rating for Convenience outlets on the basis of score.
Rating Score
Excellent 16 to 20
Good 11 to 15
Satisfactory 6 to 10
Poor 1 to 5
Table-A
Rating No. of Outlets
Excellent 44
Good 48
Satisfactory 53
 83
Poor 20
Table-B

Interpretation-
In above diagrams Table-A shows the rating quotation for convenience outlets and
Table-B shows out of 165 convenience outlets how many outlets have been rated as
Excellent, good, satisfactory and poor on the basis of their score.

Graph-5
Rating for Grocery outlets on the basis of score.

Rating Score
Excellent 16 to 20
Good 11 to 15
Satisfactory 6 to 10
Poor 1 to 5
Table-A

Rating No. of Outlets

Excellent 4
Good 4
Satisfactory 0
Poor 9
Table-B

Interpretation-
In above diagrams Table-A shows the rating quotation for grocery outlets and
Table-B shows out of 17 grocery outlets how many outlets have been rated as
Excellent, good, satisfactory and poor on the basis of their score.

Graph-6
 84
Earlier Availability Status of Activation Elements in Grocery Outlets

Ava. Status Shelf display Price strip Drinking Shot

N.A 5 8 8
Ava. 12 9 9
Total 17 17 17

Interpretation-
Through the above diagram we can know that out of 17 grocery outlets how many
outlets were having shelf display, price strip, drinking shot and how many outlet
were not having these activation elements.

Graph-7
Earlier Availability Status of Activation Elements in E&D Outlets

Ava. Status menu board Flange/GSB Price strip Drinking shot

N.A 50 39 41 45
A 18 29 27 23
Total 68 68 68 68

Interpretation-
 85
Through the above diagram we can know that out of 68 Grocery outlets how many
outlets were having menu board, price strip, drinking shot, flange/GSB and how
many outlet were not having these activation elements.

Graph-8
Earlier Availability Status of Activation Elements in Convenience
Outlets

T-top/ S.
Flange/GSB Display Price strip Drinking Shot
N.A 63 45 87 93
Ava. 102 120 78 72
Total 165 165 165 165

Interpretation-
Through the above diagram we can know that out of 165 convenience outlets how
many outlets were having Flange/GSB, T-top/Shelf display, price strip, drinking
shot and how many outlet were not having these activation elements.

Graph-9
Earlier channel wise avg. score & overall avg. score

Over all Avg.

Channel E&D Grocery Convenience Score

Avg. Score 6 12 14 11
 86

Interpretation-
Graph is showing the channel wise average score and overall average score of the
outlets. Through the above graph we can know that what is the average score of
channel- E&D, Grocery, and Convenience outlets as well as we can know the overall
average score of 250 outlets.

Graph-10
New Availability Status of Activation Elements after providing the
Elements in Grocery Outlets.

Ava. Status Shelf Display Price Strip Drinking Shot

N.Ava. 0 0 0
Ava. 17 17 17
Total 17 17 17

Interpretation-
Above graph shows the new availability status of activation elements in Grocery
outlets after providing these activation elements of Company. Through the above
graph we can know that out of 17 grocery outlets how many outlets have shelf
display, price strip and drinking shot after providing these activation elements in
grocery outlets.

Graph-11
Availability status of activation elements after providing in E&D
Outlets.
 87
menu board Flange/GSB Price strip Drinking shot
N.A 50 39 31 35
A 18 29 37 33
Total 68 68 68 68

Interpretation-
Above graph shows the new availability status of activation elements in E&D outlets
after providing these activation elements of Company. Through the above graph we
can know that out of 68 E&D outlets how many outlets have menu board,
flange/GSB, price strip and drinking shot after providing these activation elements
in E&D outlets.

Graph-12
Availability Status of Activation Elements after providing in Convenience
Outlets.

Ava. Status T. Top/S.Display Price Strip Drinking Shot

N.Ava. 5 0 0
Ava. 160 165 165
Total 165 165 165

Interpretation-
Above graph shows the new availability status of activation elements in grocery
outlets after providing these activation elements of Company. Through the above
graph we can know that out of 165 grocery outlets how many outlets have T.Top/
S.Display, price strip and drinking shot after providing these activation elements in
grocery outlets.
 88

Graph-13
Channel wise new avg. score & new overall avg. score
Over all Avg.
Channel Grocery E&D Convenience Score

Avg. Score 17 7 18 15

Interpretation-
Graph is showing the channel wise new average score and overall new average score
of the outlets. Through the above graph we can know that what is the new average
score of channel- E&D, Grocery, and Convenience outlets as well as we can know
the new overall average score of 250 outlets.

Graph-14
Comparison between Graph-9 and Graph-13

Interpretation –
By the comparison between Graph-9 and Graph-14 we can know that how many
score are increased in average score of E&D, Grocery, and Convenience outlets.
And how many score are increased in overall average score of 250 outlets.

Graph-15
Points increased in avg. score of E&D, Convenience, and grocery
outlets.

Grocery E&D Convenience Overall Avg. Score

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5 1 4 4

Interpretation-
Graph shows the point increased in average score of Grocery, E&D, Convenience
outlet and point increased in overall average score of 250 outlets. After analyzing
graph-14, I can say that during two month period of my project I increased 5 point
in avg. score of grocery outlet, 1 point in E&D Outlet, 4 point in convenience outlet,
and 4 point in overall average score 250 outlets by providing these activation
elements to the outlets.

FINDINGS

During my project of two month I surveyed for 250 outlets in Kanpur. I observed
and found the following things during my daily survey.

 I found that many of the retailers are not interested in keeping the activation
elements like table top, mobile hanger and cut case display in their outlets.
 Many of the outlet owners are not properly maintaining and decorating table top
mobile hanger cut case display with Coke’s brand.
 Mostly E&D outlet don’t have any activation element of the company in the
outlet and also they are not interested.
 Among 250 outlets, 135 outlets were not having the price communication in the
outlet which is very necessary.
 Some outlets are maintaining old price strips and also these are not easily visible
to the customer.
 Also found dead & useless coolers in some of outlets and some retailers complain
about the service & repair of coolers.
 90
 I found that some retailer were not satisfied with our service, for that reason they
stopped to sell our product and started to sell Pepsi product.
 Some retailers use company’s visi cooler for other purpose, and some keep Pepsi
product in visicooler provided by coca-cola.
 Some retailer complained that ESM or Executive don’t provide any promotional
equipment and also don’t have proper communication with them.
 I found that Pepsi is doing aggressive advertisement in comparison with Coke,
and investing aggressively on activation like hording, glow sign board, DPS, also
in terms of providing good service and free chilling equipment to the retailer.
 I found in some outlets Flange is failed to draw the customer attention because it
is not easily visible.
 I found so many outlets they want visi coolers from Coca-Cola.

Suggestions & Recommendations

Company should convince retailers to have promotional tools decorating with coke
products and should tell them why these elements are important and how company as
well as Retailers is getting benefit of using these activation elements.

Company should focus more and more on E&D Outlet because most of the E&D outlets
don’t have promotional tools of the company and overall average score of these outlets is
very less.

Company should reframe the Flange to an attractive and big size because the current look
and size of Flange is not attractive and fail to draw attention of the population.

Overall service should be improved because many of the retailers are not satisfied with
company service.

Company must provide free chilling equipment to the outlet where needed and also
company should work out on the complain of Retailers.
 91

The Company should measure Retailers satisfaction regularly and should maintain proper
communication with them.

Company can increase the sales when it considering more on retailers, their suggestions
or complaints about service or product so that necessary action can be taken.

Review meeting should be often held so that the working pattern of the executives can be
checked and improved if needed.

Company representatives should visit retailers and should make a long-term relationship
with retailer so that they can push the product.

Distributers should be convinced to pass the incentives to the retailers so that they are
motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making high sales volume.

Now company should launch new taste of soft drinks like recently launched Minute Maid
& also launched new product in another flavor.

In winter Season Company should give more discount & schemes to retailers so that they
sell more our product.
 92

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that “Nothing is prefect in the world, every individual is bound
to make mistake at some points, and it is genuine”.

• The study was restricted to Kanpur region only.

• Limited knowledge of the researcher in the field of research may lead to
interpretation errors.
• The respondents may be biased or influenced by other factor.
• A busy schedule of dealers/ retailers also makes the collection of information a very
difficult one.
• The project is purely based on observation & verbal meetings and may be influenced
by unprecedented factors.
• Non-co-operative behavior of respondent was a big problem in this survey. .
• The research was based on primary collection of data through voice interview and
observation so there may be chances of human error.
• The research was depending on the information provided by the respondents
(retailers). It may insufficient.
• As associated with project, time and money were the major limitations with project.
 93

CONCLUSION

There are some important conclusions about brand preferences:

Coca - Cola brand is most famous among retailers and consumers at

Kanpur.

Under Coca - Cola Thums Up, Mazza sprite,limca,fanta is

most famous brand which is recognized for its strong taste.

There are also a large no. of unbranded customers, who are

totally retailer oriented. We should try to convert them into coke
branded customers by good supply to retailers.

According to survey 28 % retail outlets were captured by Coca -

Cola only where as only 12 % was captured by Pepsi. This is a major
advantage to us. We can increase this no. by converting mix
outlets into our monopoly outlets by giving them some extra
 94
benefits.

Thunda Matlab Coca - Cola is the most famous add.

Due to brand name taste and quality all the retailers prefer coke.

The shops where Pepsi and both brands are they also prefer coke but
some shops are not satisfied by discount and scheme of coke in
comparison to the Pepsi because cokes van comes timely to the shops,
companies’ offers visits everyday or at least 2 to 3 times in week.

Purity of visi cooler of coke is better then Pepsi. Coke always pays
attention towards brand order, purity better supervision in each and
every shop. Except 2 or 3 retailers all are pleased by coke, its
marketing element, and service.
Pepsi can charge its bottles with coke but coke does not charge its
bottles with Pepsi.
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BIBILOGRAPHY
S.No. Author Title Publisher

1. Philip kotler Marketing Management Prentice, Hall of India

2. VS Ram Swami Marketing Management Mac Millan

3. Joel R. Evans Marketing Biztantra Berry Berman

4. Chunawalla S.A Advertising Prentice, Hall of India

Web Sites Referred:

www.pepsi.com
www.marketingteachers.com
www.coke.com
www.cokacolaindia.com
www.google.com
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QUESTIONNAIRE

NAME OF OUTLET OWNER:

AREA
CONTACT NO.:
(A ) GENERAL QUESTIONS

1).Type of channel?

a) Grocery ( )
b) Eating & Drinking ( )
c) Convenience ( )

2). Type of category?

a) Diamond ( )
b) Gold ( )
c) Silver ( )

3). Are you familiar with project ?

a) Familiar ( )
b) Unfamiliar ( )

4).Your belief on Coca Cola increased from Project by?

a) 25% ( )
b) 50% ( )
c) 75% ( )
d) 100% ( )

5).What kind of incentives you are getting from distributors?

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a) Schemes ( )
b) Prizes ( )
c) Scratch coupons ( )
d) Cash discount ( )
e) None ( )

(B) AFTER PROJECT

6) Improvement in condition of visi-cooler?

a) Yes ( )
b) No ( )
c) As it is ( )

7) Has the availability of product increased?

a) Yes ( )
b) No ( )
c) As it is ( )

8) Has the activation of outlet increased?

a) Yes ( )
b) No ( )
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c) As it is ( )

9) Is the delivery of Coca cola’s product increased?

a) Yes ( )
b) No ( )
c) As it is ( )

(C ) PERFORMANCE OF PROJECT
10) What is the performance of Market developer?

a) Poor ( )
b) Good ( )
c) Better ( )
d) Best ( )

11) What is the frequency of deliveryman visit?

a) Daily ( )
b) Weekly ( )
c) Monthly ( )
d) Never ( )
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12) What is the frequency of visit of DGM/MEM?

a) Daily ( )
b) Weekly ( )
c) Monthly ( )
d) Never ( )

13) Do you want to continue with project?

a) Continue ( )
b) Discontinue ( )

14) Any suggestion?

……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………
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RETAILER SURVEY
Name of Retailer / Shop ……………………………………………………...
Address ……………………………………………………………………….
1. How many soft drink companies are in the market?
2. Do you have all these companies? (Y/N)
………………………………
3. Which one is the largest selling brand?
………………………………
4. How many carettes / cases do you sold in a week /
day?
Brand
Coca – Cola
Pepsi

5. How many customers demand as a brand or any cola

(in percentage) ?...................................................
6. Which brands customers ask more
a. coca cola
b. Pepsi
7. In which company do you get more benefit?
a. Coca-Cola
b. Pepsi
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8. If they have SGA:
a. Company Name……………………………………….
SGA Type……………………………………………
b. ID No….………………………………………………