PRESENTATION OF SUMMER INTERNSHIP PROJECT ON

COMPARATIVE ANALYSIS OF MARKETING STRATEGY OF SOFT DRINK AS COCA COLA & PEPSICO

Presented By: Abhishek Dubey

HISTORY OF THE COMPANY

This story began in Atlanta, Georgia on May 8, 1886. In January 1893 Coca-Cola was registered with the U.S. patent office. The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. That time Parle was the leader in soft drink market and had more than 50% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export .

THE COMPETITIVE AREA AMONG COKE AND PEPSI

Coca-Cola is focusing upon the joint ventures with the existing bottlers to enhance its control on manufacturing and marketing of its product range and attain the quality standards of its class.

Pepsi has taken the baton in its own hands by floating and investment of $95 millions to set 6 Pepsin Co. India Holdings, a subsidiary for companys owned bottling operation (COBO).
Coca-Cola is well set with its 57 bottling sites throughout the country giving it an edge over competition by possessing a well built manufacturing and distribution set up on the other side of picture. Pepsi, with two more year in India, has been able to set an image of winner this giants are ready to turn every stone of opportunity with a mindset of long tenure this time.

R.E.D CONCEPT

R.E.D is the survey method that company started earlier. For the survey of R.E.D., Company had hired the person from A.C. NIELSON one of the best survey company. This survey gets done once in a month. R.E.D is the set of norms divided into outlet wise.

ABOUT THE R.E.D SURVEY:

The survey named as R.E.D. (RIGHT EXECUTION DAILY). The survey has been conducted to check the cooler management, availability of products & activation of Coca-Cola in various outlets.

The survey was based on three topics

Firstly, I have to check the cooler management i.e. the cooler that was provided by the company to the shopkeeper, are properly managed/working or not.

Secondly, I have to check the availability of the product i.e. whether the products are available to the customer or not.
Lastly, I have to check the activation, which is a very important because activation helps to boost the sales. Activation is done through boards i.e. glow sign. DPS, and Combo boards. Mostly combo boards are given to the E&D outlets.

R.E.D.

cooler management

availability
{30}

Activation
{30}

{40}

RESEARCH METHODOLOGY
This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the Coca-Cola scheme playing in the mind of shopkeepers & consumer.

Methods Of Data Collection:

There are two types of data.

Primary data Secondary data

Primary data collection: Primary data can be collected by three methods.

Observation Experiment

Surveys

Cont.

But here, only survey method of data collection is preferred which is very suitable to reach the researchers motto.

Research instrument: -Printed Questionnaire was used as the research instrument to collect the required information.
Area of surveys: -The survey was conducted in different location of Lucknow city.

Cont
Sampling plan:

Sampling plan consists of:

Sampling unit: The retailer of Grocery shop, general store, betel shop, was selected from different places of Lucknow. Sampling size: 150 Outlets (approx.). Sampling procedure: Simple random sampling procedure was followed. Sampling method: Data were collected by retailer survey. The retailers are directly contacted and interviewed at their retail counter.

SWOT ANALYSIS
STRENGTHS

WEAKNESS

Improved quality control. Latest technology.

Gaps in distribution system during peak season Some old distributers, loosing grip from many such markets. Fear of retrenchment among the workers. Customer satisfaction level goes down during peak season.

Modified and attractive packaging.

Strong advertising network.

Cont..
OPPORTUNITIES

THREATS

Highly potential and huge market. Highly potential untapped rural market. Distribution gaps and can be rectified by appointing new district and more effective coverage of outlets.

Stiff competition. Illegal distribution done by some unauthorized fat dealers. Changing of consumer preference.

CONCLUSION

marketing plays a very important role in achieving the objectives of a company. In India the economy like that of India, where marginal shortages can lead to disproportion distortion in prices, a dependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products.

FINDINGS

The most popular brand in the market is Sprite and Thums Up. Coca-Cola is the market leader and Pepsi is the market challenger in the whole market where I have surveyed. From the Coca-Cola products Sprite and Thums Up and the Pepsi product Dew is the highest selling brand in the market. In mineral water market category Aquafina has more market share than Kinley. I have found that a retailer gives more preferences to the CocaCola products like Sprite, Thums Up and Maaza.

SUGGESTIONS

Distribution system should be improved in the areas like Kalyanpur and Kapoorthala. The company should handle visi cooler complains more effectively.

Company should ensure, the schemes reach the retailers.

Cooler purity should be treated as a priority. Overall services should be improved for getting more sales and to remain the market leader.

REFERENCES
INTERNET

www.cokeindia.com www.coca-colaindia.com http://www.ledger-enquirer.com/2011/03/27/1514591/columbushelped-make-cokes-success.html http://www.nytimes.com/1988/07/01/business/how-coca-colaobtains-its-coca.html http://inventors.about.com/od/cstartinventions/a/coca_cola.htm http://www.straightdope.com/columns/read/384/is-it-true-cocacola-once-contained-cocaine http://guardian.co.uk./media/2001/may/14/mondaymediasection6

Thank you