INDEX

TITLE PAGE

ACKNOWLEDGEMENT

INTRODUCTION

CHAPTER 1: PROFILES

HISTORY OF THE COMPANY

EARLY GROWTH

WARTIME DEVELOPMENT RECENT DEVELOPMENTS

POSTWAR GROWTH

CHAPTER 2: INDUSTRIAL PROFILE

SOFT DRINK INDUSTRY IN INDIA

COCA-COLA IN INDIA

VISION OF COCA-COLA IN INDIA

MISSION OF THE COCA-COLA IN INDIA

CHAPTER 3: PRODUCT PROFILE

SOFT DRINK INDUSTRY IN INDIA

COCA-COLA IN INDIA

VISION OF COCA-COLA IN INDIA

MISSION OF THE COCA-COLA IN INDIA

CHAPTER 4: ADVERTISING

CHAPTER 5: MARKETING DEPATMENT

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF COMPANY

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES

CHAPTER 6: METHODOLOGY

RESEARCH METHODOLOGY

DATA ANALYSIS

CHAPTER 7: HYPOTHESIS

SWOT ANALYSIS

CHAPTER 8: CONCLUSION

CONCLUSION

SUGGESTION

REFRENCES

INTRODUCTION

“Coke would rather be long term wiser, than being short term smarter”

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC (NYSE:CCE)

FOUNDER : Asa Candler

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : US$ 35.119 billion (2013)

OPERATING INCOME : US$ 8.449 billion (2013) NET INCOME : US$ 11.809 billion (2013)

EMPLOYEES : 139,600 (2013)

Project Type/Scale: New UnitIndustry: Food Processing Investment/Estimated Cost: Rs. 45.00 Crores / USD 11.25 Million

Saturday, October 31, 1998

Commercial production expected

Wednesday, March 31, 1999

Completed

CHAPTER – 1

HISTORY OF THE COMPANY

EARLY GROWTH

WARTIME DEVELOPMENT

POSTWAR GROWTH

RECENT DEVELOPMENTS

HISTORY OF COCA-COLA

This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John

Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made

from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was

brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same

day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the first two

ingredients and the same distinctive script he wrote it in is the same logo they use To this

day.

In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in

1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.

In 1917 Coca-Cola was found to be the world’s most recognized trademark with a

record of 3 million Coke’s sold per day. Unfortunately, John Pemberton fell ill, and did not

live to see his product’s success

Sadly, in the first year of Coke’s existence, Pemberton and his partner only made

$50. Pemberton sold two third of his business in 1888 to cover his losses and keep the

business afloat.

He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in

Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother formed the

CocaCola Company.

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He also

responded to growing concern over the dangers of cocaine by reducing the amount of coca in

the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would

accurately describe the drink. Candler only had a patent on the name, and not the drink syrup

that is, the drink’s base, containing all the ingredients minus carbonated water. He figured

that keeping the Coca in his formula would legally allow the company to distinguish its

drink from imitations. Other companies also produced soda drink made with cola nut extract.

In particular, the Pepsi-Cola Company would become Coca-Cola Company’s major

competitor over the next few decades.

Candler also spent more than $11,000 on his first massive advertising campaign in

1892. The Coca-Cola logo appeared across the country painted as a mural on walls;

displayed on posters and soda such as calendars and drinking glasses. In addition, Candler

was the first person ever to use coupons to gain customers for a product. He distributed

flyers offering free soda fountain glasses of Coca-Cola to people visiting his drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside

of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg, Mississippi

installed bottling machines and produced the first bottled Coke. It had previously been sold

only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,

Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of

the country for only on dollars, at the time, Candler saw little profit in bottling and was more

than willing to give up that part of the business.

In 1915 the Root Glass Company created a couture glass bottle for Coke, its design

based on the curvature of a coca bean. This bottle design became a Coke trademark

worldwide. The same year, Candler retired

from the company, passing it on to his children and moving into polities. He was elected

mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of

Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president

in 1923. Robert Woodruff was a skilled marketer and he put more of the company’s

resources into market research than manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted Coke’spopuler image in

the United States by pledging that his company would provide Coke to every U.S. soldier.

The company did not limit itself, however, to only doing business that would increase its

success in America. In the period leading up to the war, between 1930 and 1936, it had set

up a division of the company in Germany, and it continued that venture during the war. It

recreated its image as a German company and allowed the Germans to produce all but two,

secret, Coca-Cola ingredients in their own factories.

In 1941 the German company’s president, Max Keith, developed Fanta orange soda

using orange flavoring and all the German-made Coke ingredients. The Coca-Cola

Company’s wartime efforts helped it expend its global market, often with the economic

support of the U.S. government.

By the end of the war in 1945, it had established 64 overseas bottling plants. The

same year the company registered a patent on Coca-Cola’s popular nickname, COKE.

POSTWAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Company’s president. Candler

and Woodruff are remembered as the two most important figures in the company’s early

growth, both for their contributions to the company and their considerable fortunes donated

to the city of Atlanta. After Woodruff departure, the company began to diversify by

producing new products, acquiring new business, and entering new international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit

juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new

soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola;

Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In

1967, it created the Coca-Cola foods division by merging its Duncan and Minute Maid

operations.

In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When

the company built a bottling plant in Israel at the outset of the Arab-Israel War, the

governments of all Arab League nations banned the production and sale of Coke. A year

later the company withdrew from its markets in India when that country’s government

requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company

refused to relinquish so much control over those operations.

In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic

bottles. The popularity of these large bottles grew over time, and their sales earned the

company new project, primarily in small specialty and convenience stores.

In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet

soft drink in the world.

Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture

Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the

company sold off its Columbia holdings and other media acquisitions to Sony Corporation

for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S. market to

the point that the two had almost equal sales. In an attempt to return market dominance, the

company attempted the first-ever reason of the original Coke recipe. The American public

largely rejected New Coke, and so the company quickly returned to also producing the old

recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-COLA Company consolidated all of its no franchised U.S.

bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring

independent bottling companies, a venture that grew into the world’s largest bottle of soft

drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products

in the United

States, small franchises businesses continue to bottle can and distribute the company’s drink

worldwide.

In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial

Averages index of stock market performance. Its stock is traded on the New York Stock

Exchange. Coca –Cola and Pepsi Company products occupied nine of the top ten spots in the

U.S. soft drink market in themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned

almost 80 percent of its profits from international sales.

CHAPTER – 2

SOFT DRINK INDUSTRY IN INDIA

COCA-COLA IN INDIA

VISION OF COCA-COLA IN INDIA

MISSION OF THE COCA-COLA IN INDIA

SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION

The Indian Soft-Drink Industry 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-Drinks manufactures and the multinational Coca-Cola up to 1976.

From 1976 to 1989, the industry only comprised of Indian manufacturers 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

.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA

1977

Refusing to dilute its equity stake, Coca-Cola winds up it

operations in the country.

Thums-Up from Parle and Campa-Cola from Pure Drinks

launched.

1986

An application for a soft drink cum snack food joint venture by

Pepsi. Voltas and Punjab agro is submitted to the Indian

Government.

1988

Final approval for the Pepsi food limited project granted by the

Cabinet committee on economic affairs of the Rajeev Gandhi

Government.

Coca-Cola South Asia Holding Incorporation of the

U.S. files an application to manufacture soft drinks

concentrate in Noida (Delhi) free trade zone.

1990

Pepsi Cola and 7 Up launched in 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.

1991

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.

1993

Pepsi launches Teem and Slice to counter Limca and

Maaza respectively from Parle. Pepsi captures about

30% market share in about two years.

Coke files an application for a 100% owned soft drinks

company with FIPB, Decides to part ways with Rajan

Pillai. The Government clears the Coke application in

record time.

Voltas pulls out of the Pepsi Food Limited joint venture.

Pepsi decides to buyout the Voltas share and raises its

equity to 92% Report of Coke Parle joint gain strength.

Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and

Teem flavors. Sweeps off the 100ml segment over Pure

Drinks.

Coca-Cola buys out Parle and major leaders of the

market, Ramesh Chauhan, becomes a part of the Coke

game plan.

Fountain Pepsi launched in the Northern part of India.

Coca-Cola hits the Indian in 300 ml at the price of 250

ml. Equity 100% for Coca-Cola.

Pepsi jump up in to Mineral Water name Aquafina.

2000

Coca-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.

2001

Coca-Cola upgraded from 1.5 ltr. To 2 ltr.

Coke hired Ashwaria, Amir Khan and Hrithik for

effective advertising.

COCA-COLA IN INDIA

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. Then Coca-Cola

left India following public disputes over share holding structure and import permit.

As per FERA REGULATION the company was required to India close operation by

May 5, 1978 yet strongly enough the company’s operation come to end in July 1977.

In October 1993, Coca-Cola returned to India after 16 years of absence with the

slogan “Old waves have come to India again” first launched in HATHRAS near AGRA

HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more than 60% of the

total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with

Parle export give the company instant ownership of the nation top soft drinks brands Thums-

Up, Limca, Citra, Gold Spot and Maaza access to Parle’s extensive 62 plant bottling network

and a base for the rapid introduction of the company’s international brand by striking a $40

million deal with Parle Coke almost a clear sweep and made it goal as “To become an all

occasion drink not a special treat beverage”.

VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India System

resulting in consumer and customer preference and loyalty through Coca-

Cola’s commitment to them, and in a highly profitable Coca-Cola corporate

branded beverage system.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customer’s

service and bottling system strategy processes and tools in order to create

competitive advantage and deliver superior value to:

Consumers as a superior beverage experience.

Consumers as an opportunity to grow profits through the use of

finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and

volume.

TCCC as trademark enhancement and positive economic value

added.

Suppliers as an opportunity to make reasonable profits when

creating real value added in an environment of system wide

teamwork, flexible business system and continuous improvement.

CCI associates as superior career opportunity.

Indian society in the form of a contribution to economic and social

development.

CHAPTER – 3

• PRODUCT PROFILE OF COCA-COLA

• CONSUMER CHOICE AT A GLANCE

• MODUS OPERANDI

PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in taste,

flavor and also in their colors.

1. COCA COLA

Coke is considered to be a cola drink. It is generally preferred by all

sections of consumer. This is a case cow brand for the company in terms of

sales revenue.

2.THUMS-UP

Thumps-up is also considered to be a cola drink. It is hard in comparison

to coke. It is preferred by all section of consumers but especially to teen-agers.

It is a big source of company to cash its publici

3.LIMCA

Limca is considered to be lemony in taste, and comes under the category

of cloudy lemon because of its color, which is

Similar to that of clouds. It has to yield good sales revenue. It is generally

preferred by Children & Women.

4. FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children &

Women.

5. FANTA APPLE

FANTAAPPLE, It is apple flavor preferred by Children & Man, Women .

6.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It is

a non-aerated soft drink. It is preferred mostly Children & Women.

7.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally used

with alcohol and used by

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor. And

preferred by all age of people.

9.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of

Bisleri and Aquafina

10.MINUTE MAID

In Minute maid pupply orange cold drink no gas only based on orange

juice. It is a non-aerated soft drink and market competitor of Tropicana

Twister.

11.DIET COKE

Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free

patient

PRODUCT MIX

Products

The group manufactures and markets Carbonated and Non-Carbonated Soft

Drinks and Mineral Water under Coca Cola brand. The various flavors and sub-

brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple, Mazza,

Pulpy Orange, Kinnley Soda, Kinnley Water.

CAN

Diet Coke, Coca Cola, Thums Up, Sprite.

Brand available in 200ml.

1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

5. Mazza

6. Mazza Tetra Pack

Brand available in 300ml.

1.Thums Up

2.Sprite

3.Limca

4.Kinley Soda

Brand Available in CAN (330ml)

1. Diet Coke

2. Coca Cola

3. Thums Up

4. Sprite

Brand Available in (350ml)

1. Coca Cola

2. Thums Up

3. Sprite

4. Mazza

5. Pulpy Orange

Brand Available in (500ml)

1. Mazza

2. Pulpy Orange

3. Kinley Water

Brand available in (600ml)

1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

Brand Available in (1Ltr)

1. Kinley Water

2. Pulpy Orange

Brand Available in (1.2 Ltr)

1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

5. Mazza

Brand available in (2 Ltr)

1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thumps-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.

COKE IN INDIA

Despite the formidable track of its parent (Coca-Cola Company the $18

billion gaint, based in Atlanta “U.S.”), Coca-Cola India’s record in Rs.1800

crore soft drinks market is prominent. Coca-Cola entered Indian market after

16 years from Hathras December 1993 Coca-Cola became the undisputed

leader of the Indian soft drink industry, because if their acquiring rights of

Ramesh Chauhan’s aerated Parle drinks.

With one stroke of the pen, and a bill of 140 crore coca-cola picked by

five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined

market share of 69 percent with Thums Up alone accounting for 56% of the

then 650 crore cola segment.

Coca-Cola world’s largest selling soft drink and which sells nearly half

the soft drink of world market its reentry with planned strategy.

MODUS OPERANDI

The multinational soft drink companies carry their business by licensing

bottlers around the country or more technically franchising the bottlers and

supplying also. With retail prices ranging to Rs.11 per bottle (300ml) for

consumer and Rs.264 per crate (24 bottles) for retailers. A

bottler must pay as such as 34% of the price per case as excise duty,

sales and turnover tax.A further 10% goes into expenditure on local advertising

and sales promotion. Distribution and transportation cost takes care of another

10% Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up

another 23% production cost, in terms of fuel, power, maintenance and labour

add up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would go

into warheads and interest charges, trimming down the margin to a simply 4-5

% a bottling operation, thus is viable only large volume.

(This is also one of the reasons of FOBO being converted in COBO).

The consumer, obviously, shoulders most of the burden, bottle cost are

also critical component of soft drink business.Coke is positioning all of its

beverages as all seasons’ beverages rather than only summer drinks; this will

greatly help to increase consumption.

In summer coca-cola was coping with a change, C.E.O-Alex Born has

replaced David Short.Coke has made India its home; coke is experimenting

with mobile dispensing units at beaches and stadiums, going out towards

consumers. “Our goal is to have available within arm’s reach of desire”.

Nicholas once said (Retd. C.E.O).

CHAPTER – 4

ADVERTISING

ADVERTISEMENTS TARGETED BY COKE

PROMOTION BY THE COMPANY

ADVERTISING

Advertising is non-promotion of goods and services, by a sponsor (a firm

or person) who can be identified and who has paid for this communication.

This purpose of advertisement is to sell something a good service, idea person

or place, either now or later this goal, reached by setting specific objective that

can be expressed individual ads. Those are incorporated into an advertising

campaign recall again from the buying decision process that buyers go through

a series of stages from unawareness to target customers to the next stage in the

hierarchy say from awareness to interest.

Advertisement plays an important role in the success of coca-cola

product since its first newspaper ad. In 1886 that red, coca-cola delicious

“Refreshing Exhilarating” Invigorating”. Advertisement is a key of

implementing a strategy over one hundred year old to trigger desire as offer and

in as many ways as possible.

ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add featuring

cricket star, cine star, pop star have been created.

1.Lisa Ray (famous model) in a very interesting add, which featuring

him bathing with sprite. Having a catching line “Sprite bujhaye only

pyass baki all bakwaas”.

2.AmirKhan & AshwaryaRai (both cine stars), which targeted younger

generation. This add. Contained imagery of rugged and romantic for 330

ml of coke. Theme “ Coca-Cola Ho Jay”.

3.Another cola drink from coke i.e. “Thums Up”.

4.Limca leaving its old image of “Lime-n-Limoni” drink is been shown

as in the add. Featuring Shaif Ali Khan. A drink that could just change

the mood at time of disappointment lines. “Gala Gaya Sookh Limca Key

Liye Ruk”.

5.Fanta add. Showing children having lines “Bold Ho Jayo”.

6.A family giving new look to Maaza “ Tazza Mango”.

7.Diet Coke the exiting add. on the pool with fall swing calling “Taste

The Power Of One Calorie”.

8.AmirKhan in the as on Mini Coke very interesting and Roman tic add.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but only

D.P. Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 %

total sales company invested 305 crore rupees in advertisement Budget.

Radio.

T.V.

Hoardings.

Road signs.

Sticker.

Neon light.

Banners.

Newspaper.

Magazines.

Exhibition.

Posters.

Sponsoring local events.

CHAPTER – 5

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF

COMPANY

CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising.

2. Effective Incentive Policy.

3. Quality.

4. Wide & Deep Distribution System.

5. Attractive packaging.

6. Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, Chairs

etc.) to retailers.

7. Decorating Retailers shop by display board, dealer’s board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

With every 1-2 crates purchased daily or alternatively an icebox is

provided.

For an average consumption of 5-6 crates a visi-cooler of 4crates.

For a purchase of 7-8 crates daily visicooler 7 crates.

If purchase exceeds 8 crates, then 9 crates visicooler or deep

fridger is provided.

With every chilling equipment a steplizer is provided it may be of 1 KV

or 5 KV

CHAPTER – 6

RESEARCH METHODOLOGY

DATA ANALYSIS

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

1. Primary data

2. Secondary data

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

a) ObBut here, only surveys method of data collection is preferred

which is very suitable to reach the researcher motto.

Research instrument: Printed Questionnaire was used as the research instrument to collect

the required information.

2) Secondary data collection :

00

As secondary data were not available with sho00000000000pkeepers as well

as stockiest, so these were collected from company records.

CHAPTER – 7

SWOT ANALYSIS

STRENGTHS

1. Improved quality control.

2. Latest technology.

3. Heavy investment in both infrastructure and sales promotion

campaigns.

4. Modified and attractive packaging.

5. Strong advertising network.

WEAKNESS

1. Gaps in distribution system during peak season

2. Same old distributers , co loosing grip from many such mkts.

3. Fear of retrenchment among the workers.

4. Customer satisfaction level goes down during peak season.

OPPORTUNITIES

1. Highly potential and huge market.

2. Highly potential untapped rural market.

3. Distribution gaps and can be rectified by appointing new dist and

more effective coverage of outlets

THREATS

1. Stiff competition

2. Illegal distribution done by some unauthorized fat dealers.

Changing of consumer preference.

CHAPTER – 8

CONCLUSION

SUGGESTION

CONCLUSION

CONCLUSION: - In general we came to conclusion. That project is

systematic conclusion discussed proposed particular subject

which, include complete information about required to machine tools,

appliances need the various operation required to be done in well sequences.

EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT

SHOULD BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED

AREAS. OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

“FAR FROM EYE, FAR FROM HEART”

THUS MARKETING ROLE PLAYS A VERY IMPORTANT

ROLE IN ACHIEVING THE OBJECTIVES OF A COMPANY.

UNDOUBTLY, VALUE UTILITY IS CREATED BY THE

MANUFACTURE OF PRODUCT OR SERVICE BUT TIME AND

PLACE UTILITIES ARE CREATED BY MARKETING ROLE.

ACCORDING TO DRUCKER, “BOTH THE MARKET AND THE

DISTRIBUTION CHANNELS ARE OFTEN MORE CRUCIAL THAN

THE PRODUCT”. THEY ARE PRIMARY: THE PRODUCT IS

SECONDRY. IN AN ECONOMY LIKE THAT OF INDIA, WHERE

MARGINAL SHORTAGES CAN LEAD TO DISPROPORTATION

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.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS

RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS

GREAT COMPETITOR LIKE COKE.

SUGGESTION

THE CO SHOULD MORE EFFECTIVELY HANDLE VISI

COOLER COMPLAINTS.

COMPANY SHOULD ENSURE , THE SCHEMES REACH THE

RETAILERS.

COOLER PURITY SHOULD BE TREATED AS A PRIORITY.

OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER.

THE SALES EXECUTIVE SHOULD MAKE ONLY THE

COMMITMENTS WHICH HE CAN KEEP OR FULFILL SO

THAT THE MKT IS NOT DISTURBED.

SIGNAGES SHOULD BE PUT ON MORE PROMINENT

LOCATIONS.

FLORESCENT BOARD DISPLAYING LOCATION AND THEIR

DISTANCES ON ROAD SHOULD BE USED HAVING COCA-

COLA BRANDING.

REFRENCES

INTERNET:

www.cokeiindia.com

www.coca-colaindia.com

www.superbrand.com

TEXT BOOK:

MARKETING MANAGEMENT: -

1.KOTLER AND KOTLER.

2.RAMASWAMI.