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SUBMITTED BY: VIPIN KUMAR

In partial fulfilment of Post Graduate Diploma in Management

VIDYA INTERNATIONAL SCHOOL OF BUSINESS

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Hindustan COCA-COLA Beverages private ltd.

A
SUMMER TRAINING PROJECT REPORT
ON

“TO FIND OUT THE POTENTIAL AREA IN


UPCOUNTRY MARKET “

Under the guidance of

NAME OF GUIDE : Mr. AJAY GUPTA


DESIGNATION : SE(Sales Executive)
ORGANISATION: Hindustan COCA-COLA Beverages private ltd.

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CERTIFICATE FROM ORGANISATIONAL GUIDE

This is to certify that project titled “ TO FIND OUT THE


POTENTIAL AREA IN UPCOUNTRY MARKET” in Meerut.
“HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based
On live Project study conducted by VIPIN KUMAR at
Meerut tenure as a summer trainee with us and in our
guidance.

PLACE: Ajay Gupta


DATE: (Sales Executive)

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DELARATION

I do hereby declare that the project entitled “TO FIND OUT


THE POTENTIAL AREA IN UPCOUNTRY MARKET” a bonafide
record of the work done by me at“ Hindustan Coca-Cola
Beverages Pvt. Ltd.” towards thepartial fulfillment of
requirement for POST GRADUATE DIPLOMA IN
MANAGEMENT under the supervision and guidance of
Mr.AjayGupta (SE) and this project report havenot been
submitted anywhere else previously for award of any
Degree/Diploma /Fellowship.

VIPIN KUMAR
(VIDYA INTERNATIONAL SCHOOL OF BUSINESS,MEERUT)

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ABSTRACT

The most important motive of any company is to expand its


market share by satisfying its customers through their products
and services. If customers is not satisfied with product or services
then that will ceases to exit from the market. A satisfied customer
will bring many prospective customers.

This study helps us in to understand the current status of


company in rural market.This project is done villages where data is
collected from every outlet of the villages.
The target population for the study are the retailes outlets in rural
area in Meerut district.

Data is collected on EDS(every dealer survey) sheet from retailers.

Data was examined idea,analysed & present in tabular as well as


in pie-chart form.

Findings support the idea,and the conclusion strongly suggests


the available potential market.

In the end recommendations strongly suggest the steps which


company should take to remove market problems and improve its
market.

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ACKNOWLEDGMENT

I would like to express my heartiest gratitude to


Mr.Anuman Mathur (Team leader HR) Hindustan Coca-
Cola Beverages Pvt. Ltd.,Dasna for given me an opportunity
to associate myself to the world’s largest soft drink
Co.Carry out my project titled “TO FIND OUT THE
POTENTIAL AREA IN UPCOUNTRY MARKET”.

I would like to thank Ms. Sarika Saxena to recommending


my name for the summer trainee.

I also sincerely thanks to Mr. Praveen Chaudhry (ASM) for


given me this valuable project.

I am sincerely thankful to Mr.Ajay Gupta (SE) underwhose


guidance I have successfully completed this project. I think
him forhis consent, encouragement, and warm response
and for filling every gapwith valuable ideas that has made
this project successful.

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I also thankful to outlet holders to whom I visited for their
support,information, cooperation, advice to complete my
project detail.

I would give my sincere thanks to all the faculty members of


my college for given me virtual suppot during this project.
Specially to Mr. K.TARA SHANKAR ( faculty guide) for
giving me sound marketing concepts which helped me in
writing for this
Project

(VIPIN KUMAR)

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TABLE OF CONTENTS
S.No. TITLE PAGE No.
i. Cover page 1
ii. Title page 2
iii. Certificate from the organisational guide 3
iv. Declaration 4
v. Abstract 5
vi. Acknowledgement 6-7
1. Company’s profile 10-76
2. Introduction of the topic 78
3. Objective of study 79
4. Scope of study 80
5. Rsearch Methodology 81-82
6. EDS sheet 83
7. Analysis of data collected (Table 7.1) 84
8. Representation of villages: 85-106
8.1 Representation of village Allipur(piechart 8.1a) 85
8.2 Representation of village Phaphunda(piechart 8.2a 86
8.3 Representation of village Zahidpur(piechart 8.3a 87
8.4 Representation of village Lohia Nagar(piechart 8.4a) 88
8.5 Representation of village Nokza(piechart 8.5a) 89
8.6 Representation of village Chandrasara(piechart 8.6a) 90
8.7 Representation of village Slampur(piechart 8.7a) 91
8.8 Representation of village Zallalpur(piechart 8.8a) 92
8.9 Representation of village Piplikheda(piechart 8.9a) 93
8.10 Representation of village Hazipur(piechart 8.10a) 94

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8.11 Representation of village Kazipur(piechart 8.11a) 95
8.12 Representation of village Ghoshipur(piechart 8.12a) 96
8.13 Representation of village Kundla(piechart 8.13a) 97
8.14 Representation of village Bhavanpur(piechart 8.14a) 98
8.15 Representation of village Pachpeda(piechart 8.15a) 99
8.16 Representation of village Syal(piechart 8.16a) 100
8.17 Representation of village Chilora(piechart 8.17a) 101
8.18 Representation of village Rukanpur(piechart 8.18a) 102
8.19 Representation of village Abdullapur(piechart 8.19a) 103
8.20 Representation of village Jai(piechart 8.20a) 104
8.21 Representation of village Nagla(piechart 8.21a) 104
8.22 Representation of village Aurangabad(piechart 8.22a) 106
9. Conclusion 107-108
10. Findings 109
11. Recommendations 110
12. Bibliography 111
13. Annexures(EDS sheets) 112

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Part I : ABOUT THE COMPANY
• Coco-cola Enterprise Inc.
• Vision
• Mission
• History
• Evolution of coca-cola
• Brands of coca-cola
• Coca-cola & the Olympic games
• Coca-cola in India
• Brands in India
• Brand order/Tagline/Ambassdors
• Major competitor-Pepsi
• Ranking in world
• Distribution network
• Swot analysis
• Challenges & Risks
• Critisism related to coca-cola
• Environmental issues
• Benchmark
• Initial difficulties
• Political challenges
• Prising policy for Indian market
• Promise of coke
• Target market
• Threats & opportunities for price
• Marketing strategy

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1. COCA-COLA ENTERPRISE INC.

(HEAD QUARTER OF COCA-COLA)

Type : Public (NYSE: KO)


Founded : 1892 (1892)
Headquarters : Atlanta, Georgia, U.S
Area served : Worldwide
Key people : MuhtarKent (Chairmanand CEO)
Industry : Beverage
Products : Coca-Cola Carbonated Soft Drinks,
Water& Other Non-alcoholic beverages

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Revenue(US$) : 31.944 billion

Operating income (US$) : 8.446 billion

Net income US$) : 5.807billion

Total assets US$) : 40.519 billion

Total equity US$) : 20.472 billion

Employees : 92,400
(October2009)

Website : www.cococola.com
www.cococolaindia.in

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COCA-COLA : VISION
COCA-

Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in order to
continue achieving sustainable, quality growth.

• People: Be a great place to work where people are inspired to be the


best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping
build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

Coco-Cola :MISSION
Our Roadmap starts with our mission, which is enduring. It declares our
purpose as a company and serves as the standard against which we weigh
our actions and decisions.

• To refresh the world...


• To inspire moments of optimism and happiness...

To create value and make a difference.

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“ COMPANY’S PROFILE “

History of coco cola

Doctor John Pemberton

Coca-Cola was invented by Doctor John Pemberton a pharmacist


from Atlanta Georgia in May of 1886. John Pemberton concocted
the Coca Cola formula in a three legged brass kettle; all this was
done in his backyard. The name Coca Cola was actually given to
John Pemberton by his bookkeeper Frank Robinson .
Frank Robinson had excellent penmanship. He first scripted "Coca
Cola" into the flowing letters which has become the famous logo
we know and love today.

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The soft drink was first sold to the public at the soda fountain in
Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings
of the soft drink were sold each day. Sales for that first year added
up to a total of about $50. The funny thing was that it cost John
Pemberton over $70 in expanses, so the first year of sales were a
loss. Until 1905, the soft drink, marketed as a tonic, contained
extracts of cocaine as well as the caffeine-rich kola nut.
In 1887, another Atlanta pharmacist and businessman, Asa
Candler bought the formula for Coca Cola from inventor John
Pemberton for $2,300.
By the late 1890s, Coca Cola was one of America's most popular
fountain drinks; Candler's aggressive marketing of the product
takes credit for that. With Asa Candler, now at the helm, the Coca
Cola Company increased syrup sales by over 4000% between 1890
and 1900.
Advertising was an important factor in John Pemberton and Asa
Candler's success and by the turn of the century, the drink was
sold across the United States and Canada. Coca Cola began selling
syrup to independent bottling companies licensed to sell the
drink. Still today, the US soft drink industry is organized on this
principle .

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EVOLUTION OF coca -cola

Coca-Cola® originated as a soda fountain beverage in 1886 selling


for five cents a glass. Early growth was impressive, but it was only
when a strong bottling system developed that Coca-Cola became
the world-famous brand it is today.

1894 – A modest start for a Bold Idea


In a candy store in Vicksburg, Mississippi, brisk sales of the new
fountain beverage called Coca-Cola impressed the store's owner,
Joseph A.Biedenharn. He began bottling Coca-Cola to sell, using a
common glass bottle called a Hutchinson. Biedenharn sent a case
to Asa Griggs Candler, who owned the Company. Candler thanked
him but took no action. One of his nephews already had urged
that Coca-Cola be bottled,
but Candler focused on fountain sales.

1899 The first bottling agreement


Two young attorneys from Chattanooga, Tennessee
Believed they could build a business around bottling
Coca-Cola. In a meeting with Candler,Benjamin
F. Thomas and Joseph B. Whitehead obtained
exclusiverights to bottle Coca-Cola across most of
the United States (specifically excluding Vicksburg)
for the sum of one dollar. A third Chattanoogalawyer, John T.
Lupton, soon joined their venture.

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1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories and
sold bottling rights to local entrepreneurs. Their efforts were
boosted by major progress in bottling technology, which improved
efficiency and product quality. By 1909, nearly 400 Coca-Cola
bottling plants were operating, most of them family-owned
businesses. Some were open only during hot-weather months
when demand was high.

1916 … Birth of the contour bottle

Bottlers worried that the straight-sided bottle for


Coca-Cola was easily confused with imitators. A
Group representing the Company and bottlers
asked glass manufacturers to offer ideas for a
distinctive bottle. A design from the Root Glass
Company of Terre Haute,Indiana won enthusiastic
approval in 1915 and Was introduced in 1916. The contour bottle
became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today,
it's one of the most recognized icons in the world -even in the
dark!

1920s … Bottling overtakes fountain sales


As the 1920s dawned, more than 1,000 Coca-Cola
bottlers were operating in the U.S. Their ideas and
zeal fueled steady growth. Six-bottle cartons were

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a huge hit after their 1923 introduction. A few years later, open-
top metal coolers became the forerunners of automated vending
machines. By the end of the 1920s, bottle sales of Coca-Cola
exceeded fountain sales.

1920s and 30s … International expansion

Led by longtime Company leader Robert W. Woodruff,


Chief executive officer and chairman of the Board,
the Company began a major push to establish
bottling operations outside the U.S. Plants were
opened in France, Guatemala, Honduras, Mexico, Belgium, Italy,
Peru, Spain, Australia and South Africa. By the time World War II
began, Coca-Cola was being bottled in 44 countries.

1940s … Post-war growth


During the war, 64 bottling plants were set
up around the world to supply the troops.
This followed an urgent request for bottling
equipment and materials from General
Eisenhower's base in North Africa. Many of
these war-time plants were later converted
to civilian use, permanently enlarging the
bottling system and accelerating the growth
of the Company's worldwide business.

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1950s … Packaging innovations
For the first time, consumers had choices of
Coca-Cola package size and type -- the traditional
6.5-ounce contour bottle, or larger servings
including 10-, 12- and 26-ounce versions.
Cans were also introduced, becoming generally available in 1960.

1960s … New brands introduced

Following Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca®


and TaB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and
Mello Yello® were added in the 1970s. The 1980s brought diet
Coke® and Cherry Coke®, followed by POWERADE® and DASANI®
in the 1990s. Today hundreds of other brands are offered to meet
consumer preferences in local markets around the world.

1970s and 80s … Consolidation to serve customers

As technology led to a global economy, the retailers who sold


Coca-Cola merged and evolved into international mega-chains.
Such customers required a new approach. In response, many
small and medium-size bottlers consolidated to better serve giant
international customers. The Company encouraged and invested
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in a number of bottler consolidations to assure that its largest
bottling partners would have capacity to lead the system in
working with global retailers.

1990s … New and growing markets

Political and economic changes opened vast markets that were


closed or underdeveloped for decades. After the fall of the Berlin
Wall, the Company invested heavily to build plants in Eastern
Europe. And as the century closed, more than $1.5 billion was
committed to new bottling facilities in Africa.

21st Century

The Coca-Cola bottling system grew up with roots deeply planted


in local communities. This heritage serves the Company well today
as people seek brands that honor local identity and the
distinctiveness of local markets. As was true a century ago, strong
locally based relationships between Coca- Cola bottlers,
customers and communities are the foundation on which the
entire business grows.

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2001 … launched the new fridge pack in USA a thinner longer 12
pack design.

2005 … innovative aluminum contour bottles introduced


commonly called M5 as the magnificent five bottles., Coca Cola
zero a zero calorie coca cola with real coca cola taste launched.

2006 … coca cola turns 120. Launches the “every drop counts”
campaign to make the consumers remind of the variety of
products coca cola offers.

2007 … launches the PET bottle which uses 5% less plastic than
the other PET bottles. Opens up new world of coca cola in Atlanta
Georgia on may 24th.

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Brands of Coca-Cola

Coca-Cola Zero® has been one of the most successful


product launch hes 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 2008, Coca-Cola Zero is
available in more than 100 countries.

Energy Drinks
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.

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.
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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
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Water
Smooth and essential, our Waters
And Water Beverages offer hydration
in its purest form.

Other Drinks
So much 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.

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Coca-Cola® And The Olympic Games

Coca-Cola and the International Olympic Committee Partnership

Renewal On August 1, 2005, The Coca-Cola Company and the

International Olympic Committee announced the renewal of their

historic partnership for an unprecedented 12 years.

This latest renewal of the most-enduring partnership in the history

of the Olympic Games takes effect in 2009 and lengthens the role

of Coca-Cola as the Worldwide Olympic Partner in the

nonalcoholic beverages category through 2020.

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The deal also extends our partnership with the Olympic Games –

a relationship that began in 1928 – to 92 years without

interruption.

With the latest 12-year pact, our support of the Olympic Games

continues from the Beijing 2008

Olympic Games through the

Vancouver 2010 Olympic Winter

Games, the London 2012 Olympic

Games, the Sochi 2014 Olympic

Winter Games, and the Olympic Games of 2016, 2018 and 2020.

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coca-cola in India

Coca-Cola was the leading soft drink brand in India until 1977

when it left rather than reveals its formula to the government and

reduces its equity stake as required under the Foreign Exchange

Regulation Act (FERA) which governed the operations of foreign

companies in India. After a 16-year absence, Coca-Cola returned

to India in 1993, cementing its presence with a deal that gave

Coca-Cola ownership of the nation's top soft-drink brands and

bottling network. Coke’s acquisition of local popular Indian

brands including Thums Up (the most trusted brand in India21),

Limca,Maaza, Citra and Gold Spot provided not only physical

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manufacturing,bottling, and distribution assets but also strong

consumer preference.

Thiscombination of local and global brands enabled Coca-Cola to

exploit the benefits of global branding and global trends in tastes

while also tapping into traditional domestic markets.

84 Leading Indian brands joined the Company's international

family of brands, including Coca- Cola, diet Coke, Sprite and Fanta,

plus the Schweppes product range. In 2000, the company

launched the Kinley water brand and in 2001, Shock energy drink

and the powdered concentrate Sunfill hit the market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in

India, making it one of the country’s top international investors.22

By 2003, Coca- Cola India had won the prestigious Woodruf Cup

from among 22 divisions of the Company based on three broad

parameters of volume, profitability, and quality. Coca-Cola India

achieved 39% volume growth in 2002 while the industry grew 23%

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nationally and the Company reached breakeven profitability in the

region for the first time.23 Encouraged by its 2002

performance, Coca-Cola India announced plans to double its

capacity at an investment of $125 million (Rs. 750 crore) between

September 2002 and March 2003.24 Coca-Cola India produced its

beverages with 7,000 local employees at its twenty-seven wholly-

owned bottling operations supplemented by seventeen

franchisee-owned bottling operations and a network of twenty-

nine contractpackers to manufacture a range of products for the

company. The complete manufacturing process had a

documented quality control and 84 assurance program including

over 400 tests performed throughout the process

The complexity of the consumer soft drink market demanded a

distribution process to support 700,000 retail outlets serviced by a

fleet that includes 10- ton trucks, open-bay three wheelers, and

trademarked tricycles and pushcarts that were used to navigate

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the narrow alleyways of the cities.25 In addition to its own

employees, Coke indirectly created employment for another

125,000 Indians through its procurement, supply, and distribution

networks.

global community with the world’s largest selling soft drink concentrates

since 1886, returned to India in 1993 after a 16 year hiatus, giving a new

thumbs up to the Indian soft drink market. In the same year, the

Company took over ownership of the nation’s top soft-drink brand and

bottling network. It’s no wonder our brands have assumed an iconic

status in the minds of the world’s consumers.

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A Healthy Growth to The Indian Economy

Ever since, Coca-Cola India has made significant investments to build and

continually consolidate its business in the country, including new

production facilities, waste water treatment plants, distribution systems,

and marketing channels.

Coca-Cola India is among the country’s top international investors,

having invested more than US$ 1 billion in India in the first decade, and

further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has shaken up the Indian carbonated drinks market

greatly, giving consumers the pleasure of world-class drinks to fill up

their hydration, refreshment, and nutrition needs. It has also been

instrumental in giving an exponential growth to the country’s job listings.

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Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market

Coca-Cola being made in India, the business system of the Company

directly employs approximately 6,000 people, and indirectly creates

employment for more than 125,000 people in related industries through

its vast procurement, supply, and distribution system.

The Indian operations comprises of 50 bottling operations, 25 owned by

the Company, with another 25 being owned by franchisees. That apart, a

network of 21 contract packers manufacture a range of products for the

Company. On the distribution front, 10-tonne trucks – open bay three-

wheelers that can navigate the narrow alleyways of Indian cities –

constantly keep our brands available in every nook and corner of the

country’s remotest areas. These are only some of the facts that speak

about our commitment to the growth of the Indian Economy.

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BRANDS IN INDIA

Fanta

Internationally, Fanta - The 'orange' drink of The Coca-Cola


Company, is seen as one of the favorite drinks since 1940's.
Fanta entered the Indian market in the year 1993. Over the
years Fanta has occupied a strong market place and is
identified as "The Fun Catalyst". Perceived as a fun youth
brand, Fanta stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings but also helps free
spirit thus encouraging one to indulge in the moment. This
positive imagery is associated with happy, cheerful and special
times with friends.
Glass PET Can
200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml

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DIET COKE (Looking good and tasting great!:

Diet Coke was born in 1982 and quickly became the No. 1

sugar-free drink in dietconscious America. Known as Diet

Coke in the U.S., Canada, Australia and Great Britain, and as

Coca-Cola light in other countries, it's now the No. 3 soft

drink in the world.

It's the drink for people who want no calories, but plenty of

taste. Ad campaigns around the world for Diet Coke share a

playful, sophisticated and fun-loving attitude.

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MAAZA

Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the
year. In 1993, Maaza was acquired by Coca-Cola India. Maaza
currently dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with
Mango. This has been the result of such successful campaigns like
"Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain
Naam". Consumers regard Maaza as wholesome, natural, fun
drink which delivers the real experience of fruit.
The current advertising of Maaza positions it as an enabler of fun
friendship moments between moms and kids as moms trust the
brand and the kids love its taste.

Glass Tetra Mobile Pet


200ml, 300ml 200ml 600ml 1.25ml

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LIMCA

Lime n' lemony Limca , the drink that can cast a tangy refreshing
spell on anyone, anywhere. Born in 1971, Limca has been the
original thirst choice, of millions of consumers for over 3 decades.
The brand has been displaying healthy volume growths year on
year and Limca continues to be the leading flavors soft drink in the
country. The success formula? The sharp fizz and lemony bite
combined with the single minded positioning of the brand as the
ultimate refresher has continuously strengthened the brand
franchise. Limca energizes refreshes and transforms. Dive into the
zingy refreshment of Limca and walk away a new person.

Glass PET

200ml, 300ml, 600ml, 1.2L, 2L, 2.25L,

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COCA- COLA

The world's favourite drink. The world's most valuable brand. The
most recognizable word across the world after OK.
Coca-Cola returned to India in 1993 and over the past ten years
has captured the imagination of the nation, building strong
associations with cricket, the thriving cinema industry, music etc.
Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to
Aisi were very popular and had entered the youth's vocabulary.
In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-
Cola" which skyrocketed the brand to make it India's favourite
soft-drink brand.

Glass Can
PET

200ml, 300ml 600ml, 1.2L, 2L, 330ml


2.25L, 6

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THUMS UP

Thums Up is a leading carbonated soft drink and most


trusted brand in India. Originally introduced in 1977,
Thums Up was acquired by The Coca-Cola Company in
1993.
Thums Up is known for its strong, fizzy taste and its
confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the men from the boys.

Glass PET Can

200ml, 300ml, 600ml, 1.2L, 2L, 2.25L, 330ml

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SPRITE

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in


more than 190 countries. In India, Sprite was launched in year
1999 & today it has grown to be one of the fastest growing soft
drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong
appeal to the youth, Sprite has stood for a straight forward and
honest attitude. Its clear crisp refers hing taste encourages the
today's youth to trust their instincts, influence them to be true to
who they are and to obey their thirst.

Glass Pet Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml

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GEORGIA

In the company's journey towards the vision 'leading the beverage

revolution in India',now even Garam matlab Coca-Cola. A hot new

launch from Coca-Cola India.Georgia, quality tea and coffee

served from state of the art vending machines is positioned to tap

into the nations biggest beverage category. Georgia, which

promises a great tasting, consistent, hygienic and affordable

cuppa is available in a range of 7 sizzling flavors, adrak, elaichi,

masala and plain tea cappuccino, mochaccino and regular coffee.

Georgia is currently in the roll out stage after a successful launch

in Delhi & Kolkata.

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KINLEY

Water, a thirst quencher that refreshes, a life giving force that


washes all the toxins away. A ritual purifier that cleanses, purifies,
transforms. Water, the most basic need of life, the very
sustenance of life, a celebration of life itself.

Kinley water understands the importance and value of this life


giving force. Kinley water thus promises water that is as pure as it
is meant to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-
Cola Company. That is why we introduced Kinley with reverse-
osmosis along with the latest technology to ensure the purity of
our product. That's why we go through rigorous testing
procedures at each and every location where Kinley is produced.
Because we believe that right to pure, safe drinking water is
fundamental.
“A universal need that cannot be left to chance.”

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MINUTE MAID PULPY ORANGE

‘’Orange juice with real orange pulp” with this slogan, Coca cola

launched its minute maid brand of orange juices for the first time

in the country at Hyderabad. Though Coca cola India had in its

portfolio the highly successful Maaza brand in the juices segment

(which it got from the chouhans), this is the first time the

company is introducing some of the products from its own Minute

maid portfolio.

The roll out of the naturally refreshing orange beverage with real

pulp has been designed to extend the Company’s market

leadership in the juice segment and with this launch; it is expected

to further extend its leadership.


42
Minute Maid Nimbu Fresh

The new Minute Maid Nimbu Fresh is a lemon juice-

based drink with no added preservative or added

colour, developed for the Indian market.

The lemon-flavoured drink is made out of fresh lemon

juice concentrate, emulating home-made 'nimbu pani',

and casrries the tagline: 'Bilkul ghar jaisa' (just like

home).

43
KINLEY SODA

Kinley soda is a brand of still or carbonated water owned by The


Coca-Cola Company and sold in many Central European countries,
Pakistan and India. Its carbonated forms are used for mixers, and
also available in a variety of fruit flavors.

The Kinley brand is used by Coca-Cola for two types of drinks:

• A Carbonated water with a wide array of variants: tonic, bitter


lemon, club soda and fruit flavored. Available in Austria,
Belgium, Bulgaria, Czech Republic, Denmark, El Salvador,
Germany, Hungary, India, Israel, Italy, Lithuania,
Luxembourg, Maldives, Moldova, Nepal, Netherlands,
Norway, Poland, Romania, Slovakia, Sweden, Switzerland,
United States, West Bank-Gaza and Zambia.
• An High quality bottled water available in Bangladesh,
Bulgaria, India, Maldives, Nigeria and Pakistan.

44
BRAND ORDER

The company has given a brand order to the market


developers to arrange the different brands in a
specific order in the cooler. The order should be
In such a way-
COLAJK

• ThumsUp
• Coca-Cola
• Limca
• Sprite
• Fanta
• Maaza
• Kinley

45
BRANDS TAGLINE -2010

Thumsup - Taste the thunder


Cocacola - Open happiness
Limca - Fresh ho jao
Fanta - Go bite
Maaza - Bina guthli wala aam
Sprite - Seedhi baat no bakwaas ,clear hai

BRAND AMBASSDORS

Thumsup -Akshay Kumar


Cocacola -Aamir Khan
Sprite -Shahrukh Khan
Fanta -Genelia D’souza
Limca -Riya Sen

46
MAJOR COMPETITOR OF COCA -COLA

PEPSI INTERNATIONAL

History:

PepsiCo is a world leader in convenient foods and

beverages, with revenues of about $27 billion and over

143,000 employees. The company consists of the snack

businesses of Frito-Lay North America and Frito-Lay

International; the beverage businesses of Pepsi-Cola North

47
America, Gatorade/Tropicana North America and PepsiCo

Beverages International; and Quaker Foods North America,

manufacturer and marketer of ready-to-eat cereals and

other food products. PepsiCo brands are available in nearly

200 countries and territories.

Many of PepsiCo's brand names are over 100-years-old, but

the corporation is relatively young. PepsiCo was founded in

1965 through the merger of Pepsi-Cola and Frito-Lay.

Tropicana was acquired in 1998 and PepsiCo merged with

The Quaker Oats Company, including Gatorade, in

2001.would entertain the listener with the latest musical

selections rendered by violin or piano or both. The new

name, “Pepsi Cola”, is derived from the two of the principle

ingredients, Pepsin and Kola Nuts. It was first used on the

August 28. At that time, Bradham’s advertising praises his

drink as “Exhilarating, invigorating, aids digestion”.


48
1990-2002

The advertisement of the Pepsi changes to, “You got the

right one baby, Uh-Huh!”.With the extensive usage of the

stars in the adds, the popularity of Pepsi increase.

In 1992

Pepsi- Cola formed a partnership with Thomas J. Lipton Co.

Today Lipton is the biggest selling ready-to-drink tea brand

in the United States. Outside the United States, Pepsi-Cola

Company's soft drink operations include the business of

Seven-Up International. Pepsi- Cola beverages are available

in more than 190 countries and territories.

In Asia, they selected Lahore to make their regional office.

This was done in 1970. This regional office is monitoring all

the operations carried out in South West Asia. As in

Pakistan, they only entered beverage industry.

49
They have eleven bottlers covering whole Pakistan. The

plant operating here is Riaz Bottlers (Pvt) LTD. This plant

was established at Lahore in 1974. The total capacity of the

plant is 30,000 cases per day. They have four filling lines in

the plant operating on the three shift bases. Each shift is of

eight hours. They have permanent work force of 750

people and they employee approximately 1000 people

more on temporary basis during summer season.

50
Pepsi’s Products

· Pepsi

· Mirinda

· Pepsi Max

· Pepsi Lemon

· Pepsi Blue

· Mountain Dew

· 7up

51
Coca-Cola India Pvt Ltd maintained its leading position in
soft drinks in India, followed by PepsiCo India Holdings Pvt
Ltd in 2006. Whilst the retail volume shares of Coca-Cola
India and PepsiCo India slipped in 2006, as a result of the
growing health concerns caused by the aftermath of the
pesticides controversy, both maintained a comfortable lead
over the other manufacturers. Parle ,Bisleri Ltd has steadily
gained shares from the carbonates giants over the review
period, to emerge as the third ranked company in 2006.
The battleground for beverages has moved from
carbonates to bottled water and fruit/vegetable juice, with
manufacturers turning their attention towards these
healthier beverages, as consumer interest continues to
surge forward. A number of new players have entered
fruit/vegetable juice and bottled water, vying for a slice of
the growing pie.

52
While cricket had always been the most popular sport in
India, with new technology coming into cricket from
coverage to sports gear to day/night versions of the game,
it was set to acquire the status of a religion in the sub-
continent. Pepsi picked up the opportunity early on by not
only contracting the rights to all Tests and One Day
Internationals (ODIs) played in India, but also signing up top
performers early such as Sachin Tendulkar and Rahul Dravid
and creating some very cutting edge and memorable
advertising campaigns with them.
The distribution network of Coca cola had 6.5 lakh outlets
across the country , which the company is planning to
increase to 8 lakhs . On the other hand Pepsi Co's
distribution network had 6 lakh outlets across the country
which it is planning to increase to 7.5 Lakh .

53
Coca Cola’s Brand

Coca cola is “US” brand. Because they believe in the


togetherness, being people together and friends are
being together. Coca Cola strongly believes that
Pakistani temperament is “US” not “ME”

Pepsi’s Brand

Pepsi’s brand is basically “ME” branded. They use the


temperament of “ME”. In contrast to Coke they
believe on individual struggle.

54
The No.1 Brand in the world

Year Brand value Rankings

2009 72,364 1
2008 66,667 1
2007 65,324 1
2006 67,000 1
2005 67,525 1
2004 67,394 1
2003 70,453 1
2002 69,637 1
2001 68,945 1

Coca cola has maintained the no1 spot as the world’s best
brand and the most recognizable word after ok for the past
nine years .with a brand value of 66,667 million dollars an
increase of 2% from its proceeding year.

55
56
DISTRIBUTION NETWORK

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 they need it.
A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution


Warehouse --- Retail Stock --- Retail Shelf --- Consumer

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 wellorganized
distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher
efficiency thereby leading higher profits to the firm.

57
SWOT ANALYSIS
1. STRENGTHS:-

· DISTRIBUTION NETWORK: The Company has a strong

distribution network consisting of a number of efficient salesmen,

700,000 retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10-tonne trucks to

open-bay three wheelers that can navigate through narrow

alleyways of Indian cities and trademarked tricycles.

· STRONG BRANDS: The Coca-Cola has been named the world's

top brand for a fourth consecutive year in a survey by consultancy

Interbrand. It was estimated that the Coca-Cola brand was worth

$70.45billion. People all over the world enjoy coca cola products

more than 1.3 billion times per day.

· COST OF OPERATIONS: The production, marketing and

distribution systems are very efficient due to forward planning

and maintenance of consistency of operations, which minimizes

wastage of both time and resources, leads to lowering of costs.

58
2: WEAKNESSES:

· LOW EXPORT LEVELS: The brands produced by the company are

brands produced world wide thereby making the export levels

very low. In India, there exists a major controversy concerning

pesticides and other harmful chemicals in bottled products

including Coca-Cola.Therefore, people abroad, are apprehensive

about Coca-Cola products from India.

. SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY

TO INVEST AND ACHIEVE ECONOMIES OF SCALE:

The Company’s operations are carried out on a small scale

and due to Government restrictions and ‘red-tapism’, the

Company finds it very difficult to invest in technological

advancements and achieve economies of scale.

3: OPPORTUNITIES :
· LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1

per cent share of the soft drinks market; this includes a 42 per

cent share of the cola market. Other products account for 18.1 per

cent market share, chiefly led by Limca.


59
· EXPORT POTENTIAL: The Company can come up with new

products, which are not manufactured abroad, like Maaza etc and

export them to foreign nations. It can come up with strategies to

eliminate apprehension from the minds of the people towards the

Coke products produced in India.

· HIGHER INCOME AMONG PEOPLE: Development of India as a

whole has lead to an increase in the per capita income thereby

causing an increase in disposable income. The beverage industry

can take advantage of such a situation and enhance their sales.

4: THREATS:

· IMPORTS: As India is developing at a fast pace, the per capita

income has increased over the years .If consumers shift onto

imported beverages rather than have beverages manufactured

within the country, it could pose a threat to the Indian beverage

industry as a whole in turn affecting the sales of the Company.

60
· TAX AND REGULATORY SECTOR: The tax system in India is

accompanied by a variety of regulations at each stage on the

consequence from production to consumption. Therefore, this can

limit the growth of the Company and pose problems.

· SLOWDOWN IN RURAL DEMAND: Low per capita disposable

income, large number of daily wage earners, poor roads; power

problems; and inaccessibility to conventional advertising media.

All these problems might lead to a slowdown in the demand for

the company’s products.

· CHANGING OF CONSUMERS PREFERENCE: The Company

should keep a eye on the changing preferences of the consumers.

61
Challenges and Risks

Being a global company provides unique opportunities for their

Company. Challenges and risks accompany those opportunities.

Their management has identified certain challenges and risks that

demand the attention of the nonalcoholic Beverages segment of

the commercial beverages industry and their Company. Of these,

their key challenges and Risks are discussed below :

Evolving Consumer Preferences:

Consumers want more choices. They are impacted by shifting

consumer Demographics and needs, on-the-go lifestyles, aging

populations in developed markets and consumers who are

empowered with more information than ever. They are

committed to generating new avenues for growth through their

core brands with a focus on diet and light products.

They are also committed to continuing to expand the Variety of

choices they provide to consumers to meet their needs, desires

and lifestyle choices.


62
Increased Competition and Capabilities in the
Marketplace:

Their Company is facing strong competition from some well-

established global companies and many local participants. They

must continue to selectively expand into other profitable

segments of the non-alcoholic beverages segment of the

commercial beverages industry and strengthen their capabilities in

marketing and innovation in order to maintain their brand loyalty

and market share. All these challenges and risks—obesity and

inactive lifestyles, water quality and quantity, evolving Consumer

preferences, and increased competition and capabilities in the

marketplace— have the potential to Have a material adverse

effect on the non-alcoholic beverages segment of the commercial

beverages industry anon their Company; however, they believe

their Company is well positioned to appropriately address these

challenges And risks.

63
Criticisms relating to Coca Cola

The Coca-Cola Company and its products have been

criticized by various sources for various reasons including

negative health effects resulting from consumption of its

products, exploitative labor practices, high levels of

pesticides in its products, building plants in Nazi Germany

which employed slave labor, environmental destruction,

monopolistic business practices,

hiring paramilitary units to murder union leaders, and

marketing unhealthy products to children.

64
Environmental issues

In India, there exists widespread concern over how Coca-


Cola is produced. In particular, it is feared that the water
used to produce Coke may contain unhealthy levels of
pesticides and other harmful chemicals. It has also been
alleged that due to the amount of water required to
produce Coca-Cola, aquifers are drying up and forcing
farmers to relocate.

Pesticide use
In 2003, the Centre for Science and Environment (CSE), a
nongovernmental organisation in New Delhi, said aerated
waters produced by soft drinks manufacturers in India,
including multinational giants Pepsico and Coca-Cola,
contained toxins including lindane, DDT, malathion and
chlorpyrifos — pesticides that can contribute to cancer and
a breakdown of the immune system. Tested products
included Coke, Pepsi, and several other soft drinks (7Up,
Mirinda, Fanta, Thums Up, Limca, Sprite), many produced
by The Coca-Cola Company.
65
CSE found that the Indian produced Pepsi's soft drink
products had 36 times the level of pesticide residues
permitted under European Union regulations; Coca Cola's
30 times. CSE said it had tested the same products in the US
and found no such residues.
Coca-Cola and PepsiCo angrily denied allegations that their
products manufactured in India contained toxin levels far
above the norms permitted in the developed world. David
Cox, Coke's Hong Kong-based communications director for
Asia, accused Sunita Narain, CSE's director, of "brand
jacking" — using Coke's brand name to draw attention to
her campaign against pesticides. Narain defended CSE's
actions by describing them as a natural follow-up to a
previous study it did on bottled water.

In 2004, an Indian parliamentary committee backed up


CSE's findings, and a government-appointed committee was
tasked with developing the world's first pesticide standards
for soft drinks. Coke and PepsiCo oppose the move, arguing
that lab tests aren't reliable enough to detect minute traces
of pesticides in complex drinks like soda. The Coca-Cola
66
Company has responded that its plants filter water to
remove potential contaminants and that its products are
tested for pesticides and must meet minimum health
standards before they are distributed. Coca-Cola had
registered a 15 percent drop in sales after the pesticide
allegations were made in 2003.

As of 2005, Coke and Pepsi together hold 95% market share


of soft-drink sales in India.

In 2006, the Indian state of Kerala banned the sale and


production of Coca- Cola, along with other soft drinks, due
to concerns of high levels of pesticide residue On Friday,
September 22, 2006, the High Court in Kerala overturned
the Kerala ban ruling that only the federal government can
ban food products.

67
BENCHMARK

 Cocacola ranks no.1 brand in the world by the business

world survey followed by companies like Microsoft and

IBM.

 Cocacola is the market leader in the whole world in

beverage industry.

 Business week magazine ranks Cocacola on 4th position in

Indian FMCG industry.

 Cocacola enjoys approx 60% market share in Indian

beverage Industry.

68
INTIAL DIFFICULTIES

From a historical standpoint, Coca-Cola and Pepsi were


facing obstructions even before entering the market in the
late 1980’s. Coca-Cola’s past venture in India had ended on
bad terms with the Indian government
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola

when they refused to offer up their trade secrets. During


the absence of foreign investment in the soft drink industry
in India a local company, Parle, became the market leader.
Parle invested a great deal into their leading brand, Thums
Up, and played a dominant role in the soft drink industry
until the liberalization of the Indian economy in 1991. After
this time many of the political and legal obstacles facing
Coca-Cola and Pepsi were lessened.

69
POLITICAL CHALLENGES

Other political challenges hindered the success of Coca-Cola


and Pepsi in India as well. In 2003, when the United States
and Britain invaded Iraq, the All-India Anti-Imperialist
Forum called a boycott on goods from America and India.
Indian’s protested American companies for the war and
specifically targeted Coca-Cola and Pepsi products. While
the war was beyond control for these two companies,
management perhaps could’ve done more to not only
attempt to predict the backlash from Indian consumers due
to the war, but also could’ve created advertisement
campaigns to address the situation.

While political and legal factors produced problems for


Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of
things to prevent that situation from happening. Both
companies heavily participated in the cultural festival of
Navratri in western India to promote their products and
create brand awareness in a culturally traditional setting.
70
PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by adapting to


cultural barriers in India. One such barrier was the affordability of
products for Indians. Because India is a country where people are
known to live on very little a day, the idea of getting people to
spend what little they have on a soft drink could be quite a
stretch. However Coca-Cola India went with an aggressive pricing
policy and reduced the price of their soft drinks in 2003 from 15%
to 25% nationwide. To compete competitively in the market,
Pepsi reduced their prices as well. This move allowed both
companies to offer products that were affordable to the target
market in India but also encouraged more Indians to consume
Pepsi and Coca-Cola products.

Both companies also created smaller sized bottles to allow for


lower prices for Indian consumers. Coca-Cola and Pepsi created
bottles ranging in size from 200 ml to 500 ml to adapt to cultural
needs and increase their sales. By offering smaller sized bottles
many consumers also increased the frequency in which they were
purchasing the soft drinks.

71
PROMISE OF COKE

The basic proposition of our business is simple, solid and

timeless. When we bring refreshment, value, joy and fun to

our stakeholders, then we successfully nurture and protect

our brands, particularly Coca-Cola. That is the key to

fulfilling our ultimate obligation to provide consistently

attractive returns to the owners of our business.

TARGET MARKET

Coke’s commercials basically based on young generations,

So, the young generation is the target market of Coke

because they want to represent Coke with the youth and

energy but they also consider about the old people they

take then as a co-target market.

72
EXPANDING TARGET MARKET

In last 2 years Coke has come back in aggressive manner.

· Attractive brand name

· Brand differentiating

Attractive Brand Name

Now the consumers know the Name of Coke, because Coke

is the name, which is the most popular after the word “ok”.

So people can better differentiate brands with each other.

Brand Differentiation

Now different companies have got different brand names.

So, people can distinguish between brands. Two major

brands “coke” and “Pepsi” also have brand names.

73
THREATS AND OPPORTUNITIES FOR PRICE

Opportunities
If Coke is considered a luxury product. Then there is the tax rate
system
15% - sales tax
20% - excise duty
27% - goes to government
03% - In making Budget
After paying all these taxes coke has to pay electricity charges. We
have to spend on distributions. After paying all these expenses
Coke’s margin squeezed and consumers have to pay for increasing
tariffs.
These are the opportunities through which we can increase the
price and can get profits.

Threats
There are much more threats in increasing prices. Because same
problem of substitute. If Coke increase the price lets say 1 rupee.
Then people definitely won’t go for coke. They have the best
substitute of Coke that is Pepsi. So these are the threats in
increasing prices.
Coke will lose the margin of its profit and can face loss.

74
MARKETING STRATEGY

Our local marketing strategy enables Coke to listen to all


the voices around the world asking for beverages that span
the entire spectrum of tastes and occasions. What people
want in a beverage is a reflection of who they are, where
they live, how they work and play, and how they relax and
recharge. Whether you're a student in the United States
enjoying a
refreshing Coca-Cola, a woman in Italy taking a tea break, a
child in Peru asking for a juice drink, or a couple in Korea
buying bottled water after a run together, we're there for
you. We are determined not only to make great drinks, but
also to contribute to communities around the world
through our commitments to education, health, wellness,
and diversity. Coke strives to be a good neighbor,
consistently shaping our business decisions to improve the
quality of life in the communities in which we do business.
It's a special thing to have billions of friends around the
world, and we never forget it.

75
MARKET SEGMENTATION MODEL

76
Part II : PROJECT WORK

• Introduction of the topic


• Objective of study
• Scope of study
• Reserch Methodology
• EDS (every dealer survey )-sheet
• Analysis of Data Collected
• Representation of villages
• Conclusion
• Facts
• Recommendations
• Bibliography
• Annexures -(EDS SHEETS)

77
2. Introduction of the Topic

TITLE OF THE STUDY: The title of the study is

“To find out the potential area in


upcountry Market”

EDS SURVEY:- means (every dealer survey).

In this survey we checked warm and cold stock of coke &


Pepsi.
We also checked empty & annual sales of cold drinks and
water.
We tried to solve retailers problem and we checked sales
promotion scheme is they getting.
We also checked sign board, wall painting, rack, stand rack,
counter rack & poster.
In last I take consumer & retailers feedback.
We also find checked visicoolers.
Find out new outlet which wants cooler.
Find out the none selling new out lets.

78
3. OBJECTIVE OF STUDY/RESERCH

The main objective of this study is to expand its

market in rural areas.

The next objective of this study is to estimate the

current dealer status in every village.

To find out available opportunities in the market

by findings gaps in competitors penetration.

To find out major problems dealer facing from

company and its products.

To collect data from retailers for the activation of

new channels.

To enhance the market share of the company.

79
4 . SCOPE OF STUDY/RESERCH

By this study company can know their actual

position in rural market.

By this study company can know its growth .

This study also ensures the availability of the

product in the market.

The study also helps in the evaluation of the

market developer.

The study also helps to know about its

competitors position in the market.

The study also helps to find out the major

problems of retailers.

80
5. RESEARCH METHODOLOGY

The research includes the study which was descriptive in

nature.It basically aims about that what the potential area

in villages where company have to expand it’s market.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

(a)Primary includes the following ways-

· Observation

· Survey

Here we include the primary method of survey

Research Instruments-

· EDS(every dealer survey) sheet

· Area of Survey-

Allipur,Zahidpur,Hazipur,Ghoshipur,Phaphunda,Piplikheda,
81
Lohianagar,Kazipur,Abdullapur,Kundla,zallapur,Bhavanpur,

Pachpeda,Syal,Rukanpur,Jai,Nagla&Chilora.

Sampling plan

· Sampling unit - Owners of the retail outlets.

· Sampling size- 375

· Sampling procedure-Random sampling

· Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data

was not available so it is taken from company records &

company’s website.

82
6. The EDS sheet

83
7. ANALYSIS OF DATA COLLECTED

(7.1)Data Interpretation of summer EDS report -2010

S.no Village Name Total Total Exclusive Exclusive Shared Dry outlet
Population outlets coke Pepsi

1 Allipur 4020 19 17 0 2 0

2 Phaphunda 4230 29 9 3 3 14

3 Zahidpur 2895 23 21 0 1 1

4 Lohia Nagar 2630 13 9 0 3 1

5 Nokza 920 3 2 0 1 0

6 Chandrasara 1785 2 1 0 1 0

7 Slampur 480 2 1 0 0 1

8 Zallalpur 1230 10 5 0 1 4

9 Piplikheda 3620 20 14 1 2 3

10 Hazipur 1270 11 11 0 0 0

11 Kazipur 4327 12 4 3 3 2

12 Ghoshipur 2125 9 9 0 0 0

13 Kundla 1850 9 2 2 4 1

14 Bhavanpur 3780 7 3 1 1 2

15 Pachpeda 2920 26 6 0 13 7

16 Syal 2170 14 6 0 0 8

17 Chilora 1820 12 5 0 3 4

18 Rukanpur 6234 23 10 0 1 12

19 Abdullapur 8324 44 35 1 2 6

20 Jai 4230 26 16 0 2 8

21 Nagla 4110 24 16 0 1 7

22 Aurangabad 5742 37 26 1 2 8

375 228 12 46 89
Total

84
8. TABULAR & PIE CHART REPRESENTATION OF VILLAGES

(8.1)Representation
epresentation of Vill.Allipur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

19 17 0 2 0

shared
Allipur(8.1a)
11% dry outlet
Exclu. pepsi 0%
0%

Exclusive coke
89%

Total Population of the village is 4020

In Allipur there are total 19 outlets among which 17 (55%


55% )are coke
retailer where as (2) 11% are in shared with Pepsi.

Here people preferring coke brands in which Thumsup is the most popular
& demanded product .This demand is just due to its strong taste ,second
most popular product is sprite Due to its simpleness and good taste among
dew & 7up

In this Village All outlets were selling cold drink So in this village 100%
market is already in sale there is no potential market .There
There fore company
have to wait for coming season to expand its market.

85
(8.2) Representation
epresentation of Vill.Phaphunda

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

29 9 3 3 14

Phaphunda(8.2a)
Exclusive coke
Dry Outlet 31%
48%

Exclu. pepsi
shared
11%
10%

Total Population of the village is 4230

In Phaphuda there are total 29 outlets out of which 9 (31%)


(31 are coke
Exclusive ,3(11%) are pepsi exclusive ,3(10%) are in shared state & 14
(48%)retailers do not sale any cold drink.

Here people preferring Thumsup due to its strong taste ,second


,secon most
popular product is Fenta due to its orange taste ,it is most popular among
girls.

% outlets still not selling any cold drink so in this village the
In Phaphuda 48%
company having good potential
potential area to expand its market.

86
(8.3)Representation
epresentation of Vill.Zahidpur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

23 21 0 1 1

dry outlet
4% Zahidpur(8.3a)
shared
5%
Exclu. pepsi
0%

Exclusive
coke
91%

Total Population of the village is 2895

In Zahidpur there are total 23 outlets out of which 21(91%)


21(91 are coke
exclusive,1(5%) are in shared state & 1 (4%) retailer not selling any cold
drink .

Here people preferring Thumsup which is the most popular & demanded
product due to its strong taste ,second most popular product is Limca Due
Limca is cloudy lemon in flavor. This is very unique in this category .

tlets still not selling any cold drink so in this village the
In Zahidpur 4% outlets
potential market is of only 4% .

87
(8.4)Representation
epresentation of Vill.Lohia Nagar

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

13 21 0 3 1

Dry Outlet Lohia Nagar(8.4a)


8%

shared
23%

Exclu. pepsi
0%
Exclusive
coke
69%

Total Population of the village is 2630

In Lohia Nagar there are total 13 outlets out of them 21(69%) are coke
exclusive,3(23%) are in shared state & 1(8%) not selling any cold drink.

Here
ere people preferring coca cola because This is the worlds most famous
& old brand. second most popular product is sprite Due to its simpleness
and good taste among dew & 7up.
7up

In Lohia Nagar 8%
% outlets still not selling any cold drink so in this village
the potential market iss of 8%.
8

88
(8.5) Representation
epresentation of Vill.Nokza

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

3 2 0 1 0

Nokza(8.5a) Dry Outlet


0%
shared
33%

Exclu. Coke
67%

Exclu. pepsi
0%

Total Population of the village is 920

In This village there are total 3 outlets among which 67% & 33% are in
shared state.

Here people preferring coca cola due to its world’s most popular brand
name , second most popular product is Thmsup due ue to its strong taste.

In Nokza 100% Market is already captured by coke & pepsi so ,there is no


potential market .

89
(8.6)Representation
epresentation of Vill.Chandrasara

Total Outlets Exclusive coke Exclusive Pepsi Dry Outlet Dry Outlet

2 1 0 1 0

Dry Outlet Chandrasara(8.6a)


0%

shared Exclusive
50% coke
50%

Exclu. pepsi
0%

Total Population of the village is 1785.

In Chandrasara there are total 2 outlets 1 is coke exclusive and 1 is in


shared state.

Here people preferring coke brands in which Thumsup is the most popular
& demanded product .This demand is just due to its strong
stron taste ,second
most popular product is sprite Due to its simpleness and good taste among
dew & 7up

In Chandrasara 50% market is captured by coke exclusive and rest 50% is


in shared .so there is also not any potential market for the company to
expand its market.

90
(8.7)Representation
epresentation of Vill.Slampur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

2 1 0 0 1

Slampur(8.7a)

dry outlet Exclusive


50% coke
50%

Exclusive
shared pepsi
0% 0%

Total Population of the village is 480

In This village there aree total 2 outlets among which 1(50%)


1(50 are coke
exclusive and rest 50% do not sale any cold drink.

Here people preferring coke brands in which Thumsup is the most popular
& demanded product .This demand is just due to its strong taste ,second
most popular product is coca cola due to its Brand name .

In Slampur 50%
0% outlets still not selling any soft drink
drink so in this village the
potential market is of 50%
50 where company can expand its market.

91
(8.8)Representation
epresentation of Vill.Zalalpur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

10 5 0 1 4

Zallalpur(8.8a)

dry outlet
40% Exclusive
coke
50%

Exclusive
shared pepsi
10% 0%

Total Population of the village is 1230.

In This village there are total 10 outlets among which 5 (50%)


(50 are coke
exclusive retailer,1(10%)
,1(10%) is in shared state & rest 4(40%) do not sale any
cold drink .

Here people preferring is Thums up because It is the leading brand of the


company. It has cola flavor. Thumsup is the highest selling beverage brand
of India.

In Zallalpur 4 outlets still not selling any soft drink so in this village the
potential market is of 40% ,so here also chances for company to expand
its market .

92
(8.9)Representation
epresentation of Vill.Piplikheda

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry out

20 14 1 2 3

Piplikheda(8.9a)
dry outlet
15%
shared
10%

Exclusive Exclusive coke


pepsi 70%
5%

Total Population of the village is 3620

In This village there are total 20 outlets among which 14(70%


14(70 )are coke
exclusive,1(5%) is pepsi exclusive,2(10%) are in shared state & rest 3(15%)
outlets not selling any cold drink .

Here most preferring brands is Sprite .This


This brand is the one of the fastest
growing brand in the country. Second brand is Thums up due to its strong
taste
aste and most popular among boys.

In piplikheda 3 outlets still not selling any soft drink so in this village
villag the
potential market is of 15%.

93
(8.10)Representation
epresentation of Vill.Hazipur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry outlet

11 11 0 0 0

dry outlet
Hazipur(8.10a)
0% shared
Exclusive 0%
pepsi
0%

Exclusive coke
100%

Total Population of the village is 1270

In This village there are total 11 outlets and all the 11(100%) outlets are
already coke exclusive .There is no name of pepsi brand in the village .

Here people preferring coke brands in which Thumsup is the most m popular
& demanded product ,this
,t iss just due to its strong taste .Second
.S Most
Popular brand is Limca because it is cloudy lemon in flavor. This is very
unique in this category .

% outlets are already covered by coco cola so here is 0%


In Hazipur 100%
potential market .

94
(8.11)Representation
epresentation of Vill.Kazipur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry outlet

12 4 3 3 2

Kazipur(8.11a)
dry outlet
17%
Exclusive coke
33%
shared
25%

Exclusive
pepsi
25%

Total Population of the village is 4327

In This village there are total 12 outlets among which 4(33%) are coke
Exclusive retailer,3(25%)
,3(25%) are pepsi exclusive,3(25%) are in shared & 2(17%)
not selling any cold drink.

In this village
age consumers most preferred brand
brand is Thums up due to its
strong in nature and most popular brand of india. Second brand is fenta
due to its orangy taste ,most popular among females.

In Kazipur 2 outlets still not selling any soft drink so in this village the
potential market is of 17%
17 .

95
(8.12)Representation
epresentation of Vill.Ghoshipur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

9 9 0 0 0

Ghoshipur(8.12a)
Exclusive shared
pepsi 0%
0%

Exclusive coke
100%
dry outlet
0%

Total Population of the village is 2125.

In Ghoshipur there are total 9 outlets and all 9(100%) outlets are coke
exclusive .

In Ghoshipur there is only one popular brand that is Thums up.

In Ghoshipur 11(100%) outlets already captured coke market so here the


potential market is 0%.

96
(8.13)Representation
epresentation of Vill.Kundla

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry outlet

9 2 2 4 1

dry outlet
Kundla(8.13a)
11%
Exclusive coke
22%

shared
45%
Exclusive
pepsi
22%

Total Population of the village is 1850

In Kundla there are total 9 outlets Out of which 2(22%) are coke
exclusive,2(22%) are pepsi exclusive,4(45%) are in shared and rest
1(11%)outlet do not sell any cold drink.

In this village consumers most preferred brand is Thums up due to its


strong in nature and most popular brand of india. Second brand is Mazza
because it has mango flavor. Maaza
Maaza is popular among children and
women.

In Kundla 1 outlet not selling


sel any cold drink so in this village
villa the potential
market is of 11%.

97
(8.14)Representation
epresentation of Vill.Bhavanpur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

7 3 1 1 2

Bhavanpur(8.14a)
dry outlet
29%
Exclusive coke
43%

shared Exclusive
14% pepsi
14%

Total Population of the village is 3780

In This Bhavanpur there are total 7 out of which 3(43%) are coke
exclusive,1(14%) are pepsi exclusive,1(14%) is in shared & rest 2(29%) do
not sell any cold drink.

Here people preferring coke brands in which Thumsup is the most popular
& demanded product .This demand is just due to its strong taste ,second
most popular product is sprite Due to its simpleness and good taste among
dew & 7up

In Bhavanpur 2 outlets still not selling any soft drink so in this village the
potential market is of 29%
29 .

98
(8.15)Representation
epresentation of Vill.Pachpeda

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

26 6 0 13 7

Pachpeda(8.15a) Exclusive
coke
dry outlet 23%
27%

Exclusive
pepsi
shared 0%
50%

Total Population of the village is 2920

In Pachpeda there are total 26 outlets among which 6(23%)are


6(23%) coke
exclusive, 13(50%) in shared and rest 7(27%) Not selling any cold drink.

Here people preferring coke brands in which Thumsup is the most popular
& demanded product .This demand is just
just due to its strong taste ,second
most popular product is sprite Due to its simpleness
simpleness and good taste.

In this village 7 outlets still do not selling any cold drink so in this village
the potential market is of 27%.
27

99
(8.16)Representation
epresentation of Vill.Syal

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

14 6 0 0 8

Syal(8.16a)

Exclusive coke
43%
dry outlet
57%

Exclusive
shared pepsi
0% 0%

Total Population of the village is 2170

In Syal there are total 14 outlets out of which 6(43%) are coke exclusive
retailer and 8(57%) do not selling any cold drink.

In this village most popular brand is Thums up and second most popular is
coca cola.

In this village 8 outlets still


stil not selling any cold drink so in this village there
the
is huge potential market that is of 57%.

100
(8.17)Representation
epresentation of Vill.Chilora

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

12 15 0 3 4

Chilora(8.17a)

dry outlet
33% Exclusive coke
42%

shared
25%
Exclusive
pepsi
0%

Total Population of the village is 1820

In Chilora there are total 12 outlets out of which 15(42%


15(42%) are coke
exclusive retailer,3(25%)
,3(25%) in shared state and rest 4(33%) do not selling any
cold drink.

In This village most popular brand is Thums up and second most is limca
due to its unique taste.

In this village 4 outlets still not selling any cold drink so in this village also
there is potential market that is of 33%.

101
(8.18)Representation
epresentation of Vill.Rukanpur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry outlet

23 10 0 1 12

Rukanpur(8.18a)

Exclusive
dry outlet coke
52% 44%

Exclusive
shared pepsi
4% 0%

Total Population of the village is 6234

In Rukanpur there are total 23 outlets out of which 10(44%) are coke
exclusive retailer,1(4%)
,1(4%) is in shared state and rest 12(52%) not selling any
cold drink.

In this village most prefferd brand is thums up & coco cola ,second most
preferred barnd is sprite.

In Rukanpur 12 outlets
tlets still not selling any cold drink so in this village there
the
is huge potential market that is of 52% .

102
(8.19)Representation
epresentation of Vill.Abdullapur

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

44 35 1 2 6

Abdullapur(8.19a)
dry outlet
shared 14%
4%
Exclusive
pepsi
2%
Exclusive coke
80%

Total Population of the village is 8324

In Abdullapur there are total 44 outlets out of which 35(80%)


35(80 are coke
exclusive retailer ,1(2%)
(2%) pepsi exclusive,2(4%) are in shared and rest
6(14%) do not selling any cold drink.

Here people preferring coke brands in which Thumsup is the most popular
& demanded product .This demand is just due to its strong taste ,second
most popular product is coca cola due to its brand name.

In Abdullapur 6outlets
tlets still not selling any cold drink so in this village the
potential market is of 14%.
14

103
(8.20)Representation
epresentation of Vill.Jai

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

26 16 0 2 8

Jai(8.20a)

dry outlet
31%

Exclusive coke
61%

shared
8% Exclusive
pepsi
0%

Total Population of the village is 4230

In Jai there are total 26 outlets out of which 16(61%) are coke exclusive
retailer,2(8%)
,2(8%) are in shared state and rest 8(31%) do not selling any cold
drink.

Here Thumsup is the most popular & demanded product .This demand is
just due to its strong taste ,second most popular product is sprite
spri Due to
its simplenesss and good taste .

In Jai 8 outlets
tlets still not selling any cold drink so in this village the potential
market is of 31% .

104
(8.21)Representation
epresentation of Vill.Nagla

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

24 16 0 1 7

Nagla(8.21a)

dry outlet
29%
Exclusive coke
67%
shared
4% Exclusive
pepsi
0%

Total Population of the village is 4110.

In Nagla there are total 24


2 outlets out of which 16(67%)) are coke exclusive
retailer,1(4%)
,1(4%) is in sahred and rest 7(29%) not selling any cold drink.

Here Thumsup is the most popular & demanded product .This demand is
just due to its strong taste ,second most popular product is limca due to its
simplenesss and unique taste.

In Nagla 7 outlets
tlets still not selling any cold drink so in this village the
potential market is of 29%.

105
(8.22)Representation
epresentation of Vill.Aurangabad

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

37 26 1 2 8

Aurangabad(8.22a)
dry outlet
22%
shared
5%
Exclusive coke
Exclusive pepsi 70%
3%

Total Population of the village is 5742

In Aurangabad there are total 37 outlets out of which 26(70%)


26(70 are coke
exclusive retailer,1(3%)
,1(3%) is pepsi exclusive ,2(5%) are in shared state and
other 8(22%) outlets do not selling any cold drink.

Here which Thums up & coco cola were most popular & demanded
productss .This demand is just due to strong taste and brand name,second
name
most popular product is Limca due to its unique lemon taste.

In Aurangabad 8 outlets
tlets still not selling any cold drink so in this village the
t
potential market is of 22% .

106
9. CONCLUSION

Total Outlets Exclusive coke Exclusive Pepsi Shared Dry Outlet

375 228 12 46 89

CONCLUSION(9.1)

dry outlet
24%

shared
12% Exclusive co
61%

Exclusive pe
3%

The conclusion of the study is that in these 22 villages there are

total 375 outlets out of which 228 outlets are coke exclusive,12

outlets are pepsi exclusive,46 are are in shared state and rest 89

outlets not selling any cold drink.

107
61% market is captured by coke, 3% market is captured by pepsi,

12% market is in shared and 24% market still not selling any cold

drink. Therefore , this % of market yet not covered by any soft

drink company.

Hence ,There is huge potential area that is of 24% in these rural

markets .So, company can expand Its market share by capturing

this potential market as soon as because competitors having same

eye on this market.

In this research I found that only 30% retailers are satisfy outher

wise other 70% are unsatisfied by the company and they sale coco

cola products just due due to its market demand . They were

unsatisfied due to company’s schemes , hordings ,rack,stand,

counter ,cooling equipments and normally products are not

available at the delivery person according to their demand .

108
10. FINDINGS

The most popular flavour is Thums up! In the whole market.

Coco-Cola is demanded as a substitute of Thums Up!

The second most popular flavour is Sprite.

Thums Up! Has the highest sale from Coco-Cola company.

Pepsi provides more schemes then Coco-Cola.

In the peak season retailers facing problem of cooling and

storage of bottles, they need an colling equipment as a Visi-

Cooler.

In rural market :

» Thums Up! , Sprite & Coca-Cola are in huge demand.

» Limca & Fenta were less demanded .

» Mazza & Minute pulpy orange having neglegeable sale.

109
11. RECOMMENDATIONS

The company must try to make different brands of coco-cola


available at every retail outlet whether it is large or
small,otherwise the consumer may go for substitute.
Sales people and delivery persons should monitor the market
whether stocks are available or not and they deliver to each
and every retailer of coke when they do supply.
Company can also provide the racks , boards , counter and
stands by this retailer feels that company provide them other
then revenue so,it becomes company’s satisfied retailer
Company should do this because it is also a mean of
Advertising.
Display material should be provided to the retailers on more
regular basis to increase the sales level.
Maintenance work of Vigicooler; i.e. Staplizer & cooling
problem are common ,company must improved it.
The company should take steps to replace damaged or
unsellable & less water content coco-cola goods frequently
from the retailers.

110
12. BIBLIOGRAPHY

www.google.com
www.coc-cola.com
www.coco-colaindia.in
www.scribd.com
Company outlets
Company employees
Company guide
Books:
1.Marketing Management

Author-Philip Kotler
2.Research Methodology

Author-C.R.Kothari

111
13. ANNEXURES

Summer EDS 2010 sheets

112
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on the planet after “OK”!

THANK YOU!
113