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Marketing is an exciting, dynamic and contemporary field. It influences us each day in

both our roles as providers of goods and services and as customers. We are all involved with or
affected by practices. In the role of providers of goods and services, we make such marketing
related decisions as choosing who our customers are, what goods and services to offer, where to
sell our goods and services, what features to emphasize and what price to charge.

The persons who are providing these types of activities are called as marketers. The
activities are utilized by all types of organization and individuals.

The role of a customer, the marketing practices of goods and services providers impact
on many of the decisions made by different individuals. At each stage of life cycle the
individuals requires products and services and his needs varies with the growth.

Essentially creating a customer means identifying needs in the market place, finding out
which needs the organization can profitably serve, and developing an offering to convert
potential buyers into customers of the organization.

 



 

 


 


1. Identifying customer needs

2. Pricing the products to reflect costs, competition and customer¶s ability to buy.
3. Designing products and services that meet those needs.
4. Making the products or services available at times and places that meet customer¶s needs.



 



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DThe performance of business activities that directs the flow of goods and services
from producer to customer or user´
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DMarketing is the process of planning and executing the conception, pricing promotion
and distribution of ideas, goods and services to create exchange that satisfy individual and
organizational objectives´-$#
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'Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating ,offering and exchanging products of value with
others´-()
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DMarketing is the delivery of a stander of living to society´- (

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The human needs is a stated of felt deprivation of sum basis satisfaction.

e.g: food, cloth, shelter and safety.

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They are desire for specific satisfier of this deeper need.

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They are wants per specific product that are backed by ability a desire product from some
by offering something in return.

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It is the act of obtaining a desire product from someone by offering something in return.

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It consists of trade of value between two parties transaction differ transfer.

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It consists of planning and executing the conception, price, promotion and distributions
the goods, services and ideas to create exchange with target groups the satisfier customer and
organization object.

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Marketing is typically seen as the of creating, promotion and deliver goods and services
to consumer and business .In fact marketing people are involved in marketing

10 types of entities

Goods, Services, Expectation Events, Persons, Place, Properties, Organization Information and
Ideas.







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The Indian soft-drink is a 3500 crore rupee industry comprised of consumer¶s throughout
the country and of all ages. The industry has been comprised of all Indian soft-drink
manufactures and the multinational coca-cola up to 1976.

From 1976-1989, the industry only comprised of Indian manufactures namely parle,
campa-cola, and dukes. Decades of 90¶s have brought changes in government policies of
liberalization, which has helped user in two huge American multinational Pepsi-cola
international and coca-cola.


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X c/00
?efusing to dilute its equity stake, coca-cola winds up its operations in the country.
Thumps-up from Parle and campa-cola from pure drinks launched.

X c/12: An application for a soft drink cum snack food joint venture by Pepsi. Voltas and
Punjab agro is submitted to the Indian government.

X c/11 Final approval for the Pepsi food ltd project granted by the cabinet committee on
economic affairs of the ?ajeev Gandhi Government .coca-cola south Asia holding
incorporation of the U.S files an application to manufacture soft drinks concentrate in north
free trade zone

X c//3 Pepsi cola and 7up launched in the limited market in north Indian .the government
clears the Pepsi project again but with the brand name changed to Lehar Pepsi.
Simultaneously, it also rejects the application of coke.citra hits the market from the Parle
stable.

X c//c Britco food files an application before FIPB to set up a new 50 crore facility in
Maharashtra.pepsi extends its soft drink reach on national scale. Products launched in Delhi
and Bombay.britco foods application cleared by the FIPB, Pepsi and start initial negotiations
for a strategic alliance but talks break of after a while.

X c//4pepsi launches teem and slice to counter Limaca and Mazza respectively from
parle.Pepsi captures about 30% market share in about two years. Coke files an application for
a 100%owned soft drink Company with FIPB, decides to part ways with ?ajanpillai. The
government clears the coke application in record time. Pepsi launched 1lt bottles in pepsi-
cola, mirinda and teem flavours.Sweeps off the 100ml segment over pure drinks. Coca-cola
buys out Parle and major leaders of the market, ?ameshchauhan, becomes a part of the coke
game plan. Coca-cola hits the Indian in 300ml at the price of 250ml equity 100% for coca-
cola.pepsi jump in to mineral water name aquafina.

X è333coca-cola Indian has registered a growth of 18th percent in its net sale during the first
quarter of the current fiscal year.Hrithik the burning sensation of bollywood is hired to
advertise coke is very effective.

X è33ccoca-cola upgraded from 1.5lt-2lt.coke hired Ashwaria, Amir Khan and Hrithik for
effective advertising.

X è3c3 coke endorsed Imran khan as a brand ambassador for effective sale and also upgraded
the quantity from 300ml to 350ml (express pack).
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Soft drink industry is one of the most important industries in India. It has achieved
greater importance in recent years because of patronage by the general public, and the
government¶s interest to promote the industry. Most of the drinks manufactured by various units
and their turn over have been on increase over the years. It is revenue giving industry to the
manufactures and also the government as well.

The coca-cola company founded in 1886 is the world¶s leading manufacturer, marketer
and distributor of nonalcoholic beverage concentrates andsyrups, producing more than 300
beverage brands. Its corporate headquarters is in Atlanta, with local operations in over 200
countries around the world.

Soft drinks come under the category of hyper fast moving consumer goods. Distribution has
always been regarded as the vital part of the total marketing effort in all consumer product
companies, as advertising efforts will be futile if product is not made available. in soft drinks
trade distribution is little more complicated and difficult because of unique characteristics of
products.

Soft drink being an impulse product calls for an effective distribution system, as the non-
availability of the product in demand at the proper place and at the right time will mean loss of
sales and in turn leads to the wastage of the entire marketing activities of the company. Hence
the physical distribution objective of the company must be to get the right goods to the right
place at the right time for the least cost.

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The research study has been carried out with the aim of collecting the information which will
be useful information an effective marketing strategy for the expansion of distribution network
for soft drinks.

X To identify the problems in distribution system and to suggest suitable measures to

solve the problems.
X To increase the market share of the company in Vijayawada.
X To identify and implement any new methods and techniques to expand the net work
of distributing the company products.

To motivate the retailers to become the company¶s outlets by providing them company
refrigerating system and to increase the company¶s network.

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The study will provide a representation of the existing market company in twin cities, which
will help in understanding the retailers in better way and also enables coca-cola to identify
opportunities in the near future and measure the potentials of this sector.

Thus allowing into gain considerable share of the market and center to the need of the
customers. The studies also concentrate on finding out potential for the company¶s products and
repaid its distribution network.

The study is confined to the distribution operations of all the outlets in the heart of the city
have been considered for the project .the coverage of the four depots include certain important
areas like onetown,,suryaraopet,kasturibaipet,moghalrajpuram, besandroad,bundar
road,labbipet,visalandhar road, Krishna lanka,gunadala etc«.,

Which come under the preview of this project work? The various activities of the four depots
in the distribution channel process have been carefully studied.

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$ (!" The data was collected by through survey method by using
questionnaire.

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"& The survey was conducted at100 retail outlets the sampling technique
used have been convince to collect the appropriate data.

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;!#% To get the actual and correct information from the retailers. I met them
personally survey with questionnaire.

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!#$ ! Data required for the study was collected by two methods

Ë Primary Data
Ë Secondary Data

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  A personal interview method is adopted data from the retailers with
the help of a structure questioner; sample size is 100.

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c  Company website

è  Management journals

4  Previous reports

5  Company journals

:  Employees of the company

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X As the study does not allow for any sampling of the response the entire city of
Vijayawada which has approximately 4,000 outlets could not be considered for
the project./

X ?espondents were reluctant to proved accurate information.

X The sample size is small to divide the actual market share of the company which
might lead to inaccurance.

X And the limited time i.e., 4 weeks of the project did not allow the study to be
conducted in detail.