A

Project Report

On

COMPARATIVE ANALYSIS OF COKE & PEPSI

AT

BRINDAVAN BEVERAGES PRIVATE LIMITED

In Partial Fulfillments of

Master in Business Administration (2007-09)

SUBMITTED TO SUBMITTED BY

Mr. Manish Gupta Vibhu Sharma

Faculty - Management Roll No- 0801570414

Invertis Group of Institute

0

TO WHOM IT MAY CONCERN

This is to certify that Mr. Vibhu Sharma student of MBA (2007-2009), Invertis Group Of

Institiute, Bareilly has completed his project report on “COMPARATIVE ANALYSIS OF

COKE &PEPSI” market share

For Brindavan Beverages Ltd Bareilly, under the able guidance and supervision of

Mr.Aashish Khandelwal Marketing Manager of Brindavan Beverages Ltd Bareilly

He had pursued his summer Training project in Bareilly offices of the company. His

observations, findings & recommendations are highly appreciable and the company

management has the plans to implement the same. To the best of our, knowledge no

part of this report has been reproduced from any other report and the contents are

based on original research.

Signature Signature

(Faculty Guide) (Student)

1

Invertis Group of Institute

CERTIFICATE

THIS IS TO CERTIFY THAT MR. AJEET GAUTAM, STUDENT OF MBA (2007-

2009), KHANDELWAL COLLEGE OF MANAGEMENT SCIENCES &

TECHNOLOGY, BAREILLY HAS GONE UNDER SUMMER TRAINING AT

BRINDAVAN BEVERAGES LTD BAREILLY FOR A PERIOD OF EIGHT WEEK

COMMENCING FROM 01ST JUNE TO 30TH JULY 2009.THIS PROJECT REPORT

EMBODIES THE FACTS AND FIGURES COLLECTED AND INTERPRETED BY

HIM DURING THE COURSE OF TRAINING.

Mr.

(Training & placement officer)

2

This project report bears the imprint of many people who were either directly or

indirectly involved in the successful completion of this project work. I wish to accord

my sincere gratitude to Brindavan Beverages Ltd., Bareilly for accepting me as

Summer Trainee in their esteemed organization. I expressed my sincere indebtedness

to Mr. Ashish Khandelwal, Marketing Manager of coke for his able guidance & active

association & constructive suggestions, which immensely helped in the preparation of

this project at all stages.

I am thankful to Mr. Sandeep Sharma, Training and Placement Officer who has given

me ample guidance in preparation of this project.

I shall always remember the valuable help given to me by all these associates.

I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates open to

all facilities & giving me an opportunity to work in a congenial during the course of my

involvement in this project report.

VIBHU SHARMA

3

Summer Training in any organization is an attempt to provide the student a practical

Input and Exposure to the Real world situation in which he has to work in future. My

training in COCA-COLA was an attempt in this regard. The project work provided to

me was a survey titled based on E.D.S.-Every Dealer Survey it was to find out the

Effect of Merchandising and Route Assessment on Productivity/Sales, Availability of

product, MKT. Condition, Demand & supply of product, Distribution Channel, Cooler

display, warm display, across various outlets under 7 distributors in Bareilly City. The

Extract of the work is presented in this report under various headings as, Introduction,

Company’s Profile, Project Introduction, Methodology, Data analysis, Suggestions and

Conclusions.

This report provides me a chance to study and analyses the practical aspects of the

topic (Merchandising and Route Productivity). It enhanced my knowledge in the field

of marketing. This project also gave me the chance to improve logical thinking and

interacting patterns. While working on the project, we came to know about the latest

marketing strategies and trends prevailing in the market. The way of selling and

distribution network of Coca Cola was different.

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TABLE OF CONTENTS

Chapter Subject Page No.

I Company Profile

II Research Methodology

III Merchandising

IV Route productivity

V Marketing Strategy of Coke

VI Analytical Interpretation

VII Findings and AnalysisVIII Field Experience

IX Suggestion & Recommendation X Conclusion

XI Limitation of Research

XII Annexure

XIII Bibliography

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COMPANY PROFILE

DOUGLAS N. DAFT

Chairman of the Board and Chief

Executive Officer

The Coca-Cola Company

Douglas N. Daft was elected chairman, Board of Directors, and chief executive

officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the 11th

chairman of the Board in the history of the Company.

Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney, Australia

office. He held positions of increasing responsibilities throughout Asia and in

1982 was named vice president of Coca-Cola Far East Ltd.

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In December 1988, Mr. Daft was named president of the North Pacific Division

and president of Coca-Cola (Japan) Co., Ltd. He moved to the Company’s Atlanta

headquarters In 1991 to assume the responsibility of president of the Pacific

Group and in 1999 his responsibilities were expanded to include the Company's

Africa Group, and Schweppes Beverage Division, as well as the Middle and Far East

Group.s Mr. Daft was elected president and chief operating officer of The Coca -

Cola Company in December 1999.

He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of

America, Catalyst, the CERGE-EI Foundation(Center for Economic Research and

Graduate Education - Economics Institute) in the Czech Republic, the Lauder

Institute for Management and International Studies at the University of

Pennsylvania, the Prince of Wales International Business Leaders Forum, the

Grocery Manufacturers of America, the British - American Chamber of

Commerce, the G100, the Woodruff Arts Center, the Commerce Club, and the

McGraw-Hill Companies. Mr. Daft is a trustee of Emory University, the American

Assembly and the Center for Strategic & International Studies. He is also a member of

The Trilateral Commission, The Business Council, and The Business Round table.

AROUND THE WORLD

Although Coca-Cola® was first created in the United States, it quickly became

popular wherever it went. Our first international bottling plants opened in 1906 in

Canada, Cuba and Panama, soon followed by many more. Today, we produce more

than 300 brands in over 200 countries. More than 70 percent of our income comes

from outside the U.S., but the real reason we are a truly global company is that our

products meet the varied taste preferences of consumers everywhere

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OUR PARTNERS

The Coca-Cola Company works with a wide variety of organizations to support

health, fitness and good nutrition. Visit these sites for more information about

positions, programs and activities.

The Coalition for a Healthy and Active America (CHAA) CHAA was formed in

2003 by concerned organizations and national leaders to educate parents,

children, schools, and communities about the critical roles physical activity and

nutrition education play in reversing the alarming trends of childhood obesity. As a

non-profit National grassroots coalition, CHAA is a vigorous advocate for developing

healthy and active lifestyles for America's youth. CHAA is committed to working

with schools to rededicate time for physical fitness; giving parents the freedom to help

their children make their own nutritional choices; building school-business model

relationships that benefit our families by supporting healthy and active lifestyles; and

finding solutions to

childhood obesity that are both responsible and realistic American Council for

Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a

group of food, beverage and consumer products companies, not-for-profit

organizations and trade associations working together to improve the health of all

Americans, particularly youth, by encouraging a healthy balance between fitness and

nutrition. The cornerstone of all ACFN initiatives is the idea that lasting solutions to the

nation's obesity problem must be based on sound science and behavioral research. 8

Such policies are likely to help parents and their children develop eating and exercise

habits that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of America (GMA)

represents the food, beverage and consumer products industry on key issues that

affect the ability of brand manufacturers to market their products profitably and deliver

superior value to the consumer.

International Food Information Council (IFIC) Foundation The IFIC

Foundation is a public education foundation disseminating sound, science-based

information on food safety, nutrition and health. International Life Sciences Institute

Founded in 1978, the International Life Sciences Institute (ILSI) is a nonprofit,

worldwide foundation that seeks to improve the well-being of the general public

through the pursuit of balanced science. Its goal is to further the understanding of

scientific issues relating to nutrition, food safety, toxicology, risk assessment, and the

environment by bringing together scientists from academia, government, and

industry.Kidnetic.com is a fun, interactive Web site that emphasizes healthy living

achieved through a balance of physical activity and responsible eating habits. The

Web site gives young people and their parents the tools and ideas to help change

habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a program

of the International Food Information Council (IFIC) Foundation.

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National Association for Sport and Physical Education association for Sport and

Physical Education seeks to enhance knowledge and professional practice in sport

and physical activity through scientific study and dissemination of research-based and

experiential knowledge to members and the public.National Soft Drink Association the

National Soft Drink Association (NSDA) is the trade association for America's soft

drink industry, serving the pub.

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HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth inspite of the

sign of relief heaved by the manufacture at the abrupt sensational termination of coca

cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a

status symbol to it..., generated by the sub standard, penetrated, advertising and

extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still if international

standard area considered the per capita consumption of three serving in rock bottom,

less than even our neighbors Pakistan and Bangladesh, where it is four more as

much. So with kind of a market potential coke entered in India in 1991 after the

permissions of setting up Britico Food company to coke was granted by the

government in Pune in 1992 the plant was established for is deducted then the bottle

are taken out of the line and cleaned again or rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water

the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a

fizz.

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After the crowing of the bottle the crown contains the manufacturing data batch

number and Time. After crowing the bottle, the bottle comes again at checking screen

for checking the bottle.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a households name and is the lips of every one. In present time every person

know the name of coca cola since India is one of biggest market and sultry summer

from march the end of October and huge population has immensely helped in the

sales the sales of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year company’s top

management adopted new policy and increased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 10Rs. And the brand of 200

ml determines the rate of this brand 7Rs. By which medium size family and lower level

family can be taken the enjoy of coke. By this decision company’s marketing share

has been increased.In present time coke is captured approximate 60% market share

in cold Dinks line. Now coke has defeated all the soft drinks company. According to

service and according to advertising coke has appropriate position.It has now

emerged as the winner and has a good image in the market.

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MISSION OF THE COCA-COLA COMPANY

The mission of the Coca-Cola Company is to increase shareowner value over time.

The company accomplished the mission by working with its business partners to

deliver satisfaction and value to customers and consumers through a worldwide

system of superior brands and services, thus increasing brand equity on a global

basis.

GUIDING PRINCIPLES OF COCA-COLA INDIA

1. We will conduct ourselves and our business activities with the highest

standards of honesty integrity and professionalism.

2. We will recognize the positive contributions that we make as individuals and

team members to produce our business success.

3. We will encourage a learning environment where people can constantly grow,

develop and contribute.

4. We will strive for excellence and seek continuous improvement in everything

we do.

5. We will respect all stakeholders, including employees, partners and suppliers

and instill them with a passion to deliver the highest quality goods and service.

6. We will foster initiative and creativity by empowering individual to attain well-

defined objectives.

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COKE BRANDS IN INDIAN ORIGIN

COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the most

recognized and admired trademark around the globe. Not to

mention the best selling soft drink in the world.

SPRITE:

In 1961, a citrus-flavored drink made its U.S. debut, using

"Sprite Boy" as inspiration for its name. This elf with silver hair

and a big smile was used in 1940s advertising for Coca-Cola.

Sprite is now the fastest growing major soft drink in the U.S.,

and the world's most popular lemon-lime soft drink.

FANTA:

The name "Fanta" was first registered as a trademark in

Germany in 1941, when it was used for a few years for a soft

drink created from available materials and flavors.

The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta"

orange drink we know today. It is now the trademark name for a line of flavored drinks

sold around the world.

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DIET COKE:

The extension of the Coca-Cola name began in 1982 with the

introduction of diet Coke (also called Coca-Cola light in some

countries). Diet coke quickly became the number- one selling

low-calorie soft drink in the world.

VANILA :

It is an Ice Cream in taste. Launched in 2004.

LIMCA:

This is thirst-quenching beverage features a fresh and light

lemon-lime taste and a lighthearted attitude. The Limca brand

was introduced in 1971 and acquired by the Coca-Cola

Company in 1993.

MAAZA :

Maaza, launched in 1984 and acquired by The Coca-Cola

Company in 1993, is a non carbonated mango soft drink with a

rich, juicy m natural mango taste.

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THUMPS UP :

In 1993, The Coca-Cola Company acquired this brand, which

was originally introduced in 1977. Its strong and fizzy taste

makes it unique carbonated Indian Cola.

KINLEY WATER:

This is thirst-quenching beverage features fresh the fresh water

with the saturated oxygen level.

SUNFILL:

This is thirst-quenching beverage features a fresh and light

orange taste and a lighthearted attitude.

VISION

The long-term vision of Coca-Cola in India is to provide exceptional strategic

lead to the Coca-Cola in India.

Through Coca-Cola system resulting in consumer & customer preference and

loyalty through Coca-Cola is commitment to them and in a highly profitable

Coca-Cola Corporate branded beverage system.

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MISSION

The mission of coca cola in India is:

Increase in shareholder's value over time.

To achieve the above by working with business partners to deliver satisfaction

and value to customers and consumers through world wide system of superior

brand and services thus increasing the brand equity.

To achieve the mission the company seeks the contribution from each of the

given areas:

People working in the company.

Commitment of the company.

Goals & objectives of the company.

Environmental policy.

Internal control.

Policy & producers.

BRINDAWAN BEVERAGES LTD.

In the network of the Coca-Cola system, Coca-Cola has either of the two

bottling operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

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After 1993, when coca cola re enters Indian market, done a lot of changes in

the existing system of the soft drink market prevailing in India, by acquiring the major

brands and the bottling operations from Parle. After this company founded some of it’s

own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new technology

in them. These bottling plants are called Company Owned and Operation Bottling

Operation. Company has full ownership and operational right for these type of

operations. The other type of bottling operation for the company are called Franchise

Owned and Operated bottling Operation, to these, the company has given the right to

produce the product for the company and to supply with in the territory assigned by

the company. Company has no ownership or operational right/control over these.

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19

In India Company have 26 COBO and 14 FOBO operations for the production and

control of the whole operation in India. These are divided in to various zones that are

given in the marketing mix section of this report.

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"COMPARATIVE ANALYSIS OF COKE & PEPSI"

The soft drink market all over the world has been witnessing a neck to neck battle

between the two major players, coca-cola and pepsi since the very beginning. the

thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft

drink market. both the players are spending their energies in building capacity,

infrastructure, promotional activities etc.

Coca-Cola being 11 years older than pepsi has dominated the scene in most of the

soft drink markets in the world and enjoying leadership in terms of market share. but

the coca-cola people are finding it hard to keep away pepsi, which has been

narrowing the gaps regularly. the two are posing threats to each other in every nook

and corner of the world. while coca-cola has been earning most of its bread and butter

through beverage sales, pepsi has a multi products portfolio with some portion from

the same business.

The two warriors are face to face once again here in india with different strategies and

tactics to attack the rival. coca-cola is focusing upon the joint ventures with the

existing bottlers { fobo } franchise owned bottling operations to enhance its control on

manufacturing and marketing of its products range and attain the quality standards of

its class.

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Countering it pepsi has taken the battle in its own hands by floating as

investment of $ 95 billion to set pepsi company. india holdings, as subsidiary for

{ cobo } company owned bottling operations. both the companies are following

different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft

drink market. both consider india a huge potential market, as per capita consumption

here is a mere 3 serving annually against the world average of 80. therefore, they are

putting in their best efforts to woo the indian consumer who has to work for 1.5 hours

to buy a bottle of soft drink. in comparison to the international norms minutes, a major

hurdle to cross over for both the athletes for getting no.1 position comparison to the

inter. coca-cola is well set with its 53 bottling sites through out the country giving it an

edge over competition by processing a well-built bottling and distribution set-up. on the

other hand, pepsi, with two more years in india, has been able to set an image of a

winner in india and has been able to get the pulse of the india soft drink market. the

soft drink giants are leaving on stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product range with a

determination to change consumption pattern of soft drink in india. firstly, they

upgraded the whole industry by introduction 300 ml bottles, which in turn had given

the industry a booming growth of 20% as compared to the earlier 5%. they want to

develop a coca culture here and are working on a strategy to offer soft drink in every

possible package. in coca-cola camp, the idea of competition has not come from

pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. pepsi

is quite aggressive in its approach to indian consumer. they are desperately working

on the strategy to be winners in the hot cola war between two big barons. according to

pepsi philosophy, it’s the madness that encourages executive to think, to conjure up

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those creative tactics to knock the fizz out their competition. pepsi had plumbed a

large on the visibility of its blue red and white logo. they have been going with

aggressive marketing by putting amir khan, akshay kumar and their advertisement to

endorse their brand, the role models for its targeted consumer the teenagers. they

have increased the fizz in the market place by introducing the dispensers called

fountain pepsi and has been enjoying a lead over its rival there. Coca-Cola on the

other hand, has been working on the saying slow and steady wins the race’s side by

retailing to every more of its competitor. they have procured the shield of thums up

with a handsome market share in indian soft drink market.

Countering pepsi’s international commercial that used two chimpanzees to cock a

snoop at coke, thums up come with the ad line, don’t be bandar, taste the thunder.

also thums up has been positioned now very near to that young image of pepsi and

giving it a though time.

These cool merchants have put everything on fire. it coke got the status of the

official drink of wills. world cup, pepsi blushed as nothing official about it. as thums up

projected as ‘saaree jahan se achcha’ pepsi was passionate enough with ‘freedom to

be’ and now the “yeh dil mange more” when thums up came with thunder blast, the

other offered ‘pepsi stuff card’. if red is meant for coke, pepsi has chosen to be blue.

EDS Survey23

Station : Bareilly

Area: ZAHEED

Total shops covered (Shared Outlets) :58

CHANNEL TYPES ASSETS COKE% PEPSI%

P/B 11 VC - -

E7D 19 CC 11 1

GROCERY 15 FRIDGE 3 -

SWEET 13 IBX 39 1

TRAVEL 00 RACK 17 15

- - F,SIGN - -

OVERALL STOCK AVILABILTY- WARM AND COLD

BRAND

PACK (IN CRATE)

200 300 600 2000

COKE PEPSI 54 16 30 9 52 72 24 59

LIMCA MIRINDA

LEMON

28 - 20 - 14 - 8 -

FANTA MIRINDA

ORANGE

30 - 25 7 44 - 1 41

SPRITE MOUNTAN

DEW

39 10 20 4 - 12 12 -

24

THUMPSUP 7 UP 55 9 44 48 - 30 19

MAAZA SLICE - 2 - 1 - - - -

KINLEY

SODA

LEHAR SODA - - - - - - -

OVERALL SHARE 200 300 600 2000

COKE 84.77% 85.8% 65.29% 38.34%

PEPSI 15.23% 14.2% 34.71% 61.65%

RESEARCH METHODOLOGY

Operational Setup-

The success of any survey is depends upon resources, quality and timing and

integrity of the surveyor who compiles the primary data. So it is a very important task

is to manage all the available resources which make impact on the quality of survey.

Approach-

sThe approach behind a surveyor the project varies with the purpose of the

survey. Under this report, "quantitative" approach is used which is concerned with the

objective assessment of the availability and display that is clearly visible and can be

easily quantified. No subjective assessment is involved in this report.

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Area of survey-

For performing any survey a sample is selected from the population. All the

consumers are chosen from different location of Barilley City.

Planning:

For a successful compilation and best result within a limited time the planning

was must. In this way the first step was to design an appropriate data form we can say

it questionnaire that covers all the mandatory areas of information that is to be

analyzed. The data form which I was used to collect data was designed by my

immediate supervisor.

Schedule:

To achieve the desired goal it was necessary to make schedule of tasks which

were handed over to us. So keeping in view the original objective, the content of the

schedule was prepared. Then I and my group members collected data from the

desired field. Since the data form distribution and collection was an official work so it

was a time taking process. In the meantime it was our work to keep in touch with our

fields.

Sampling Design :

Design is the plan, structure & strategy of investigation conceived so as to

attain answer to questions' to survey and to control the variances. According to this

project's / survey's purpose the analytical, interpretive/objective design was chosen.

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Data Collection Method:

The two sources for data collection are documentary or secondary and field or

primary is used. Because I have to collect the information, which is fickle in nature, the

availability and display of the product changes even each and every day, therefore

questionnaire is selected as the survey instrument. The forms used for the survey

were close-ended questionnaire consisting of various items.

I have covered Barilley City & took data of different areas it was great to visit

company like "Coca-Cola", season like "Summer" and product like "Cold Drink",

combining all the factors together make the sample design for the project very

important for the real extract from the market. According to my judgment and to cover

all the major areas the sample was selected. The sample size was 100 consumers.

Statistical Tools:

Representation of statistical data by diagram, graphs, charts or pictures is more

effective than tabular representation being easily intelligible to a layman, indeed

diagrams is most essential whenever it is required to convey any statistical information

to the general public.

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The more important types of diagram which are use in statistical work are:-

1. Bar Diagram :

Mode of diagrammatic representation of data is the bar diagram. In this method

bar of equal width are taken for the different items of the series. The length of the bar

represents value of the variables concerned.

2. Pie Chart :

It is a circle whose area is divided proportionately among the different

components by straight lines drawn from the center to the circumference of the circle.

When statistical data are given for a number of categories and we are interested in the

comparison of various categories or between a part of the whole, such a diagram is

very helpful in effectively displaying the data.

Sample Size : 100

Type of Sampling : Random Sampling.

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MERCHANDISING

1. The exchange of goods for an agreed sum of money

2. Engage in the trade of

Definition-A (Webster's) :

Merchandising-

N. 1. (Commerce) The activities associated with selling products, such as

identification of the market{7}, advertising at the right time in the right media{7}, and

creating attractive packaging and displays; also, the study of the best methods to

accomplish such goals.

merchandising - the exchange of goods for an agreed sum of money

Synonyms: marketing, selling

Definition-B (Encyclopedia) :

Merchandising is a marketing practice in which the brand or image from one

product or service is used to sell another. It is most prominently seen in connection

with films, usually those in current release, and with television shows oriented towards

children.

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Trademarked brand names, logos, or character images are licensed to

manufacturers of products such as toys or clothing, who then make items in or

emblazoned with the image of the license, hoping they'll sell better than the same item

with no such image.

MERCHANDISING STRATEGY (All Services) :

Assess your company's overall strategy to win customers, from point of

discovery to exploration, testing and validation.  Make additional recommendations on

retail store efficiencies, cost savings, and overall performance.

Assess strategic direction and financial plan of merchandising efforts.  Work to

develop and implement retail partnering programs (and new product lines), where

applicable.

Develop in-store events and vendor co-sponsorship programs.

Create additional awareness and distribution channels through strategic

partnerships leveraging print, TV, radio, live events (tours, festivals, etc.) and

more.

Where no retention program exists, work with management to rapidly adopt a

system to increase repeat purchases, build upon average order size, lower

related costs, and maximize customer loyalty.

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MERCHANDISING TYPES:

Retail Merchandising

Visual Merchandising

VISUAL MERCHANDISING:

Years ago, Visual Merchandising was referred to as Window Dressing because

a store's window was the main area where merchandise was displayed. Today the

Visual Merchandising team displays merchandise in:

Windows Shop Interiors

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ROUTE PRODUCTIVITY

Many product distributors find themselves with a delivery route system that has

"evolved" over the years into - well, let's just say a state of relative inefficiency.  When

was the last time your distributor operation completed a thorough, bottom-up review of

its route system efficiency?  When was the last time the entire company was re-

routed?

If the answer to these two questions is years, the business may have

considerable room for route efficiency improvement.  In a re-route of a product

distributor's delivery system, it is commonly-believed that sales routes need to be

developed first - with delivery routes developed later to support sales.  The theory

driving this approach is that to be a "sales-driven" organization, one must develop

sales routes first to ensure the company is matching resources optimally to meet

market needs.   This approach is unsound and likely results in a route system that is: 

inefficient from an operations standpoint, and does not optimally meet customer

demands.

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The delivery system is the most expensive component dealt with in an entire

company re-route.  Therefore, from a strictly financial sense, it is logical to begin the

re-routing process with an optimization of this more expensive component.  Sales

routes, merchandising routes, etc. can be developed secondarily to match the

optimized delivery routes. 

Does a Focus on Delivery Optimization Compromise the "Sales-Driven"

Organization?

By definition, the re-routing of an entire distributor operation requires balance and

compromise.  While at first glance, an initial focus on delivery optimization may seem

to be a contradictory objective to developing a true "sales-focused" route system, the

analysis is not so simple.

By ensuring maximum efficiency in the delivery route system, wholesalers free up

resources within the organization that can be re-directed into the sales effort.  A

properly designed and executed re-route can be one of the most important things a

wholesaler can do to increase both its delivery system productivity and efficiency

measurements - and to provide financial resources to focus on driving increased

revenues in the business.

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When was your last re-route?  Is your business missing opportunities because of route

inefficiencies?   How do you know if delivery routes, sales routes, merchandising

routes, are optimally-designed?

Delivery operations in a distributor operation primarily focus on the task of

"getting the product to market".   Delivery can mean different things to different

distributor environments, however.  Some distributors view delivery as just that -

nothing more than driving the product from one location to another.  In other distributor

environments, delivery drivers are expected to provide additional services such as the

construction of in-store displays, the putting up of point-of-sale materials, product

rotation, product pull-up, and product facing.  In some distributor operations, delivery

drivers are, in fact, referred to as Customer Service Representatives (CSRs) which

conveys the expectation that drivers will, in fact, provide additional services viewed by

the customer as having value beyond just the dropping of product at the back door.

The type and level of services expected by the delivery department will, of

course, have direct impacts on issues such as the:

  

1.  type and quality of individual sought for delivery positions;

2. methods used for compensating delivery driver positions;

3. interaction of the delivery driver with other facets of the distributor operation;

4. productivity measurements expected and produced.

34

Delivery Productivity

Productivity in the delivery department can be measured in two major ways.

One method focuses on asset utilization.  A typical measurement providing

information on asset utilization is to develop some type of product movement ratio on

a per-route basis.  The most common product movement ratios are:

   -  unit volume sold per year;

   -  annual revenues;

   -  annual gross profits.

For example, a business generating $10, 00,000 in annual revenues utilizing 20

delivery routes has a ratio of $5, 00,000 of revenues per route.  In this calculation, a

single route is defined as one five-day per week full-time equivalent.  In other words,

one route going out only 2 days a week is considered to be only .4 of a full-time

equivalent route [2/5].

35

MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest summer in

years, Coca-Cola India seems to have discovered the consumers who could rescue its

dismal sales record. Coca-Cola India totally misjudged rural India, home to two-thirds

of the country's 1 billion population, when it re-entered the country a decade ago.

Yet as the country side emerges as the fastest-growing source of demand for

consumer products, the local arm of the US soft drinks giant seems to have learnt its

lesson. "We were just not addressing the masses, that were the problem," says Mr.

Sanjeev Gupta, Coca-Cola's operations chief.

The company's new strategy of smaller bottles, price cuts and advertising that

straddles cities and villages pushed turnover last year up by a quarter to nearly

Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and then ran

down, is also recovering spectacularly. The success of Thumbs Up, whose market

share is now roughly equal to that of marker leader Pepsi at 23 percent, is an

embarrassment for Coca-Cola, which is in third place with 16.5 percent (from 12

percent three years ago) in India's Rs.8000 crore soft drinks market. Coca-Cola

returned to India after being kicked out by the government in the mid-1970s. It paid a

high price for the then market leader, Thumbs Up, and tried to kill it off in the mistaken

belief that this would pave the way for Coca-

Cola's rise. Extravagance, unoptimistic and naive reading of the market and

mismanagement of its new bottling assets led Coca-Cola to write down Rs.2000 crore

of its Indian assets in 2000. The greatest indignity is that India is one of the few

markets where Pepsi has outsmarted Coca-Cola.

36

"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes

its recovery all the more remarkable." says Mr. C Srinivasan, chairman of business

consultant AT Kearney India. Coca-Cola's Indian management, now stable after

recent flurry of departures, persuaded the US parent to persist with India, and won

$100 m to fix problems such as poor distribution. Its Atlanta headquarters was won

over because of India's potential. India's per capita consumption of carbonated drinks

is less than hall the level in Pakistan and about 8 percent of China's. Mr. Gupta

argued that closing the gap would only come by chasing the rural consumer.

"We had to address the 75 percent (that lives in rural areas) and not just the 25

percent (in cities) and that meant using small-pack innovations," says Mr. Gupta. "The

only consumer goods companies that make it in India are those that sell micro-sized

products at low prices."

Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price of a

conventional sized bottle. To achieve a return on this "low margin, high volume"

strategy. Coca-Cola had to shrink its ballooning costs, while raising output in a market

growing at just 8-9 percent per year. Coca-Cola added 30 assembly lines, including

five plants; cut costly staff; revamped transport; shrunk

bottles and made them lighter and packed in smaller crates to increase a

truck's carrying capacity; added distributors and expanded the number of outlets in

towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in" retailers in

villages of at least 1,000 people connected to usable roads. One method was to help

those with no savings or access to formal credit to buy their costliest asset: a fridge.

The company negotiated big discounts from fridge producers, placing an order

37

equivalent to two months' output of the domestic fridge industry. Discounts were

passed on to the retailers, cutting the average purchase price by Rs.3,000 more than

three months' wages in a village.

Finally, Coca-Cola dumped a global advertising campaign that was irrelevant to

the Indian market and adopted one featuring Bollywood stars. "The campaign is finally

speaking to the right market." says marketing consultant Mr. Jagdeep Kapoor. The

adverts also loudly proclaimed the Rs.5 price benchmark, meaning retailers could not

overcharge.

The re-localization of Coca-Cola :

A glance at the 1999 Annual Report of The Coca-Cola Company leaves you

with a strong impression of two words that seem to be very deeply-etched in every

statement made by the company - 'Consumer* and 'Localization'. The Chairman

Douglas Daft states in his address to shareholders that, " If there's one thing that I've

learned in my 30 years at Coca Cola it is - Think locally and act locally." Coca -Cola's

localization drive appears to be partly spurred by the adverse impact on the image of

the company, due to the various issues that

cropped up last year in different parts of the world. Like the product

contamination in Belgium and France, the problems with regulators in Europe, the

racial discrimination lawsuit in United States.

In a recent article in The Financial Times, Mr. Daft talks of how Coca-Cola

whose basic success emanated from its strength of being a 'multi-local' business

relying heavily on the insight of local business partners, quite forgot the secret of its

38

success and veered on the path of centralization. He has staled in this article that

Coca-Cola wandered off the right path and endured a year of dramatic setback, by

ignoring the changing global scenario and continuing to believe that a strategy that

was once successful will always yield results. As he puts it "As the Century was

drawing to a close, the world had changed, and we had not. The world was

demanding greater flexibility, responsiveness and local sensitivity, while we were

further centralizing decision making, standardizing practices and were moving away

from our traditional 'multi-local' approach".

The company in the 80's and 90's had focused on centralizing its operations for

enabling effective management of a vast global enterprise that was being spread over

200 countries. It has now woken up to the fact that the world is changing very fast

today and that a localized management that can quickly respond to the challenges

and needs of the relevant market will be critical to success, rather than a unified

management at the center. And that is precisely what Coca-Cola has set out to do. It

appears to be handing out a greater degree of freedom and responsibility to the

frontline managers in their respective areas

of operations. It has decided to cut jobs and convert itself into a leaner

structure. In India too, the complex holding structure has been broken down and

converted into a simplified structure. A single holding company Hindustan Coca-Cola

Holdings Pvt. Ltd and one downstream subsidiary - Hindustan Coca-Cola Beverages -

formed by the merger of 4 bottling subsidiaries of Coca Cola and that of Schweppes

now operate in India. The parent has performed a comprehensive review of its Indian

bottling operations and has announced that it will be writing off $400mn worth of

assets in India in the first quarter of this year.39

The meeting hosted last week by the company to update investors on its

business strategies and outlook for the future also sang the same tune of how

members of the global Coca-Cola management team are implementing their "Think

Local Act Local" philosophy. The company's focus, according to the management, will

be to encourage higher consumption of non alcoholic beverages and the Coca-Cola

brands in every country. This will be achieved through an intense focus on consumers,

communities, customers, the Coca-Cola system and Coca-Cola people. The

Consumer focus strategy involves using innovative and tailored marketing programs

based on local consumer insights to enable the company to keep growing. "We want

to ensure that we have a tailored nonalcoholic beverage portfolio in every community

that touches consumers in locally relevant ways." states the annual Report of the

company. It gives the example of the company's innovative marketing strategy in

India, which leveraged on the Diwali Festival and the entrenched family values in the

Indian society to connect to the Indian consumer at a personal level. In Mr Daft's

words

"The 21st Century has taught us one important powerful lesson - that the next

big evolutionary step in going global has to be going local".

40

Marketing Mix and Strategy:

Marketing mix of any organization consists of 4 P's i.e. product, price, place

and promotion having its own significance, which varies from one organization to the

other. In Coca-Cola the information about all the 4 P's that can be available to me is

given here:

PRODUCT:-

Product mix of Coca-Cola consists of the various brand packs and flavors given

in the table. Product strategy of the Coca-Cola is to promote all the brands available in

all the brands packs and to introduce the product in new flavors and. even new

product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is also

introduced.

PRICE:

Regarding the pricing policy or the price to the distributor is not disclosed to me,

but as done for the different product of the company, company has priced the product

same as that of its major competitor or the market leader.

PLACE:

The Coca-Cola Company in India is governed from its corporate office located

at Gurgaon in Haryana. It governs the working of five zones covering whole India

these zones are: - Northern zone, Eastern zone, Western zone, Southern zone and

Andhra Pradesh zone. These zones are divided in to various, plants, which govern the

area assigned to them. The areas are the various distribution centers called

41

distributors and C&F agents. Then comes the retailers/customer for the company's

product, they receive goods from distributors and C&F agents. Finally consumer is

there, having the product from the customer's shops or delivered to their home, it is

more clearly visible through this chart. The Coca-Cola Company, which gave its reach

to the mouth of billions of people all around the world having a wide distribution,

network. In India, the pace and speed at which Coca-Cola has widened its business is

really amazing. Distribution network is the biggest strength of the company.

PROMOTION:

This part of the marketing is playing a very vital and important role in the

current situation in India. Looking at the competition and promotion and advertising

budget of both the companies coca cola and Pepsi, one can easily estimate the

importance of this. The promotion mix of Coca-Cola is divided in to

TOP LINE PROMOTION AND BELOW THE LINE PROMOTION.

Top line promotion includes the promotion designed and done by the

company's corporate office of Gurgaon and the office of Bombay TV ads, design of

banners, and other POS done by the company simultaneously all around India with no

Difference in designs etc. fall in this category. Below the line promotion includes the

promotion schemes, publicity material, POS display done by the company from zonal,

plant, sales manager and area sales manager level. . At the sales manager and area

sales manager level the promotion done exclusively for the cities in their respective

area and other POS display.

42

COMPETITORS:

Since there is only one major competitor of the Coca – Cola i.e. Pepsi. There is

some information about the Pepsi Company.

Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co.

Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at

North America also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods

businesses in the United States of America and Canada also.

Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the

number one brand of bottled water in the United States, Dole single serve juices and

some, which offers a wide range of drinks with herbal ingredients. The company also

makes and markets North America’s best-selling, ready to drink iced teas and coffees

via joint venture with Lipton and Starbucks, respectively.

Pepsi Co, Inc. is one of the world’s largest food and beverage companies.

The company’s principle business includes:

Frito-Lay snacks

Pepsi-Cola beverages

Gatorade sports drinks

Tropicana juices

Quaker Foods

Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-

Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER

43

Oats Company, creating the world’s fifth largest food and Beverage Company, with 15

brands-each generating more than $1million in annual retail sales. Pepsi Co's success

is the result of superior products, high standards of performance, distinctive

competitive strategies and the high level of integrity of their people.

Soft drink business is built on two pillars - Brands and Distribution. We present

below comprehensive conceptual coverage of these and other key marketing

concepts

1. Branding

2. Valuation of brands

3. Distribution

4. Marketing

5. Market Research

6. Market segmentation and positioning

7. Advertising and promotions

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1. BRANDING :

What is a brand ?

A brand is name, term, sign, symbol or design or a combination of them which

is intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors'

A Trade mark is "a brand or a part of brand that is given legal protection

because it is capable of exclusive appropriation."

Manufacturers can use their own brands (known as Manufacturers' brands) or

brands of their distributors (Distributors' brands).

Why branding?

Manufacturers/ distributors use brand names for a variety of reasons from

simple identification purposes to having legal protection for unique features of the

products from imitations and help consumers recognize certain quality parameters. In

some cases, brands are just used to endow the product with unique story and

character which itself can be a basis for product differentiation.

45

Special importance of brands for soft drink products

While brands can represent all types of goods or entities, they have special

importance for products. Brand equities are stronger in soft drink products as the

consumer is reluctant to try unknown brands/ unbranded products for the following

reasons

These products individually account for a small part of household spending.

Most of these products are for personal use.

In many cases, it is difficult to differentiate a product on technical or functional

grounds and therefore the consumer is reluctant to switch to an unknown brand.

Successful brands generate strong cash flows, which enable the owner of the

brand to reinvest a part of it in the form of aggressive advertisements/

promotions. This reinforces the perceived superiority of a brand.

46

How a brand is created?

Soft drink companies spends enormous sums on building a brand equity by

way of

- advertisements/publicity

- free samples -low entry price

- promotions (schemes for dealers, consumers etc)

Advertisement and promotion can induce trials but for sustained loyalty, the

manufacturer has to offer superior quality and value for money. Most successful

brands are founded on a chance discovery of a new product/ process or assiduous

research and development work. Major players invest in R&D on their existing brands

and improve the product quality continuously to maintain their edge over competitors.

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2. VALUATION OF BRANDS :

Value of a brand is represented by the incremental cash flow resulting from a

product with a brand versus a product without a brand name or with weaker brand

name.

Brand valuation is a complex process and involves a lot of subjectivity. There

are no widely accepted techniques of brand valuation. There are several

considerations which cannot be standardized or quantified such as

To pre-empt competition from taking over a brand

• Synergy with the company acquiring existing brands/ businesses

• Strategic entry into a new product category

Prevent damage to existing brands. Many a times stiff competition results in

price cutting, aggressive promotions, lower margins for all the competing brands.

Confidence in the acquirer of the brand to rejuvenate a languishing brand.

Value of an acquired brand :48

In case of an acquired brand, price paid for the brand over and above the value

of tangible assets, represents value of the brand. For accounting purposes

consideration paid for the brand is typically broken up as follows:

Goodwill

Trademark and patents

Technology and know-how

Non compete agreement

Some of the popular methods for valuation of brands are discussed below

Bert technique (Intra-brand Pic) values brands based on following factors. It

gives scores on each factor and values the brand as multiple of sales/ earnings based

on the aggregate score.

- USP's of the brand

- Stability of the brand

- Markets namely the industry in which the brand is in use.

- International of the brand commanding a higher weightage than a local brand.

- The long term trends of the brands

- Brands receiving consistent investment are more valuable.

- Legal protection commanded by brands through registration and trade mark

laws.

- Quality of support received by the brands.

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Cost basis - The valuation is done by aggregating all costs incurred on a brand

from the conception stage. These costs include market survey, research &

development, launch and subsequent advertising expenditures. These costs are

adjusted for inflation and present values are calculated. Then adjustments are made

to provide for discount in case of a declining trend in the product life cycle or premium

in case of ascending trend in market share and product life cycle.

Market value - Valuation at market price (the best bidder quote) can be at

divergence from the fundamental value of the brand. For instance, a large company

may pay an abnormally high price to protect its major brand or remove a nuisance

from the market or derive synergies in its existing business. Such valuations are

subjective.

Earnings model - In this method, valuation is done by identifying, separating

and quantifying earnings that can be attributed to the brand and capitalizing these

earnings at a suitable discounting rate. The multiple would depend on several factors

such as category growth prospect, emerging competition and brand's relative position,

edge in terms of technology, strength of loyalty to the brand etc.

3. DISTRIBUTION :

Marketing or Distribution channel refers to the set of marketing intermediaries

which manufacturer's link together to reach their products to the ultimate consumers.

Depending on the product, nature of market and manufacturers' resources/strategy,

there can be one or more links between the manufacturer and consumer.

50

Manufacturer – Retailers

Manufacturer - Wholesalers – Retailers

Manufacturer - Stockists - Wholesalers - Retailers.

Why use distribution channels-

There are several benefits for a manufacturer particularly in case of consumer

goods to rely on these marketing intermediaries rather than develop one's own

distribution network.

Efficiency in performing the basic marketing task by these intermediaries who

through their experience, specialization, knowledge of local conditions, contacts

and scale, offer services.

Which manufacturers can scarcely do on their own.

Cost advantage most of these intermediaries in India are family owned outfits.

Their cost of operations and overheads are substantially lower.

Focus: Manufacturers can concentrate on their core activity and optimize return

on assets.

RETAILING :

In India, there are over 5 million retail outlets dispersed all over the country.

The retailing industry provides employment to over 18mn people. 1 out of every 25

families in India is engaged in the business of retailing. Ownership and management

are predominantly family controlled. However in sharp contrast to developed

countries, unit average size of a retail outlet in India is very small.

51

Organized retailing, however, has been a recent phenomenon and is relatively

undeveloped. There are no large super market chains/ shopping malls. Consumers

are unwilling to pay a premium for convenience shopping as their counterparts in the

western countries do. While small chain stores called Apna Bazaars and Sahakan

Bhandaars, which offer products at reasonable prices, have been fairly popular,

Department Stores and Food Stores are slowly gaining popularity. A large number of

corporates have recently ventured into retailing.

The retail outlet in India can be broadly categorized as follows:

- Grocery stores

- General purpose stores

- Food stores

- Pan bidi shops

- Chemist/ drug stores

- Cold chains

The relative share of grocers dropped from over 50% in the early 90's to 35% in

the late 90's. Chemist outlets on the other hand, have been expanding their product

range to include high margin FMCG products from shampoos to ketchup. Pan-wallas

are also emerging as full fledged consumer product outlets.

52

Themes for Coca-Cola Advertising

Themes for Coca-Cola Advertising (1886-1999)

1922 1924

Thirst Knows No Season

Refresh Yourself

1925 1926

Six Million a DayIt had to be good to get where it is

1927 1929

Around the Corner from Everywhere

The Pause That Refreshes

53

1935

Friends For Life

1939 1942

Thirst Asks Nothing More

The Only Thing Like Coca-Cola is Coca-Cola Itself

1948 1949

Where There's Coke There's Hospitality

Along the Highway to Anywhere

1952 1957

54

What You Want Is a Coke

Sign of Good Taste

1958 1959

The Cold, Crisp Taste of Coke

Be Really Refreshed

1963 1969

Things Go Better with Coke

It's the Real Thing

1974 1975

55

Look Up America

Look Up America

1976

Coke Adds Life

1978 1979

Coke Adds Life

Have a Coke and a Smile

56

COMPOSITION OF URBAN OUTLETS

Grocers 34.7%

Cosmetic stores 4.0%

Chemist 6.3%

Food Stores 6.6%

General Stores 14.4%

Pan – stores 17.0%

Others 17.0%

57

COMPOSITION OF RURAL OUTLETS

Grocers 55.6%

Cosmetic stores 13.5%

Chemist 3.3%

Others 27.6%

04. MARKETING :

Direct marketing :

In direct marketing manufacturers reach the consumers directly. Direct

marketing can be undertaken in several ways such as mail order, own retail outlets,

mobile vans etc. A new innovative approach to direct marketing viz multilevel

marketing is becoming increasingly popular. Also gaining ground slowly is E-tailing i.e.

selling products through the internet.

Multilevel marketing model :

58

Multi level marketing refers to direct marketing through an ever-increasing

number of direct distributors. Independent distributors sell products directly to the

consumers and appoint new distributors and train them. The distributor earns

commission at two levels; one is his/ her own commission and two a proportion of

commission earned by other distributors appointed by him/ her. None of these

distributors are employees of the company.

Distributors are not allowed to sell these products to retailers. The company

saves about 25% of realizations by eliminating retail channel, which is shared with

distributors.

The company insists that the distributors should take prior appointment with the

consumer. Personal interaction is not only convenient but adds value as customer get

valuable advice on the product and how to use it .This helps in creating awareness

and removing misconceptions like cosmetics are harmful for the skin.

Direct marketing (multi level approach) in persona care products is extremely

popular abroad. In Brazil, about 60% of personal care products are sold through direct

marketing. In India, direct marketing has been slowly growing. Word of mouth has a

strong impact on purchase decision of a consumer, specially in personal care and

cosmetic products. Direct marketing has mainly been undertaken by the new MNC

entrants (notably Oriflame, Avon). Hindustan Lever has also recently launched a new 59

personal product brand Aviance which is sold directly to consumers exclusively by

trained beauty specialists. Direct marketing has also been extensively used in

marketing of household appliances like Vacuum cleaners. However given the widely

spread geographical area in India, direct marketing cannot be easily used to build an

extensive national reach and is more likely to be used as a supplementary channel.

5. Market Research :

Market research activities encompass studies on:-

- market characteristics

- measurement of market potential and size,

- market share analysis,

- competitive products,

- new products acceptance/ product preference,

- sales (region wise, consumer wise etc) analysis,

- short/ long term sales forecasting,

60

- advertisement effectiveness

- post-shipment data (actual shipment by manufacturers),

- retail stores audit (actual sales at sample outlets)

- trade feedback and distribution,

- brand recall, point of sale material etc.

It requires skilled people for data collection as well as analysis. Several large

consumer companies have in-house MR department. Most others retain specialized

and professional MR agencies.

The significance of market research has increased considerably in the recent

times as

- Size of operations of major players has increased to national and international

markets.

- Marketing executives are physically away from the market and hence the need

for flow of information.

- In the environment of increasing competition and multiple products competing

for consumers' preference information about the market has tremendous utility.

- Information is required for segmenting the market and appropriate pricing and

positioning of the products.

61

Market research approach :

Typically, a market research activity involves the following 5 steps,

Problems definition This forms the basis of research and failure to identify the

problem precisely will result in finding a correct solution for a wrong problem.

Research design: The next step is to set out objectives of research clearly,

determined data collection methods to finalize research instruments and sampling

plan.

Field work: After finalization of research design, the actual data collection

begins. It can be done by the agency on its own or through subcontracting to third

parties. Data is collected by questionnaires/ direct interviews, telephonic interviews,

simple observation etc.

Data analysis: The next step forms the heart of research activity. It involves

extracting meaningful information from the data collected and analyzing the

information statistically and also from business perspective. Statistical techniques

include simple/ multiple linear programming models, time series, exponential series,

regression analysis, simulation, Marko chain process etc.

Report preparation: The final step is to prepare a report, present major

findings in a manner amenable to managerial decision taking. There may be some

follow up and revalidation required.

TEST MARKETING :

62

Test marketing refers to testing out product and marketing mix with a small

number of well chosen consumers which are representative of the target segment.

Test marketing is frequently used by consumer companies, in contrast to industrial

companies which prefer feedback through informal channels. Test marketing improves

knowledge of target consumers, potential sales and is an effective tool to pre-test

alternative marketing plan. In most products, it is important to check trial rates as well

as re-purchase rates.

CONSUMER'S PANELS :

Consumer panels refer to a set of consumers with different demographic

characteristics (so as to be representative of target population) who agree to co-

operate in market research, typically for a consideration. Market research agencies

and companies try to collect information on buyer's characteristics by introducing a

new product to the consumer panels. The firm estimates trials as well as the repeat

purchasing by this method. There are statistical models to forecast market shares,

demand, brand switching etc.

7. ADVERTISING AND PROMOTION :

Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships.

Advertising aims at providing information about the product arouse demand for the

product and emphasize on superior features of the advertised product over others.

Players have to decide on overall advertisement budget, message and mode of

presentation, type of media, timing etc. They invariably do post audit of advertising

efficacy.63

Promotions are of two types viz. pull promotions where consumers are

incentivized and push promotion where dealers/ retailers are incentivized. There are

several forms of promotion such as distributing free samples, discount coupons, gift

offers for consumers and target based incentives and display schemes etc for

retailers. Marketers also sponsor charity programmes, sports etc to promote

corporate/ brand image.

DISTRIBUTION MANAGEMENT

Distribution management is a logistics control process that applies situational

understanding from both the operational and logistical common operating pictures in

order to dynamically control and synchronize the flow of materiel through the

distribution pipelines, including retrograde and lateral distribution. The last part of the

definition - retrograde and lateral distribution - is

critical to future success and is often overlooked in distribution management

schemes. Our ability to move materiel in any direction through the pipelines provides

an economy of effort that actually becomes a force multiplier. In this manner,

distribution management becomes a key enabler of logistics transformation, by

reducing materiel requirements to only those that are needed and by leveraging

stockage positioning to reduce the total cost of sustainment.

Distribution Management: - When you're operating multiple plants over a large

geographical area, knowing exactly what you have and where it's located can be a

tremendous competitive advantage. Frontier's Distribution Management components

allow you to access real-time inventory and shipping information across your

enterprise, as well as historical audits that can help with planning for the future.64

With Frontier, you'll always know your inventory requirements and availability

for every product, at every plant. You can instantly find transit status for parts and

finished goods. Frontier helps you plan more efficient truck loading and shipping

routes. You'll also enjoy shipping and billing that is tightly integrated from the initial

sale through Accounts.

A definition of dynamic control is also required before we go further. Dynamic

control is the distribution manager's ability to rapidly set and change priorities and

modes of transportation in response to the war fighter's requirements. If

Quartermasters cannot dynamically control the delivery of supplies and materiel, we

remain at the mercy of the transportation system and will be forced into the comfort

and expense of a stockage-based supply system.

DISTRIBUTION MANAGEMENT PRODUCT MODULES

Advanced Forecasting

Advanced Pricing

Advanced Stock Valuation

Agreement Management65

Bulk Stock Valuation

Enterprise Facility

Planning Inventory Management

66

DAILY SHIPPING ACTIVITIES AT COCA-COLA

BSR-

(Bonded storage area)

1. Daily report

2. Physical stock verification

3. Full movement report

4. RG 1

5. Leakage and Breakage Report

6. Stock covered with tarpaulin

7. Shipping office house keeping

EMPTY-

1. Check for pending ERA

2. Breakage report

3. Physical stock verification

4. Breakage handing over to store

5. House keeping of empty yard

67

INDIA DIVISION

The Head quarter of India is at Enkay Towers, Udyog Vihar,Gurgaon.Coca Cola

became 3rd largest FMCG from zero in India in just 8 years. There are 40 producing

units across the country.

There are 5 regions in India viz., North, South, West, East & Andhra Pradesh.

The company operates in two types of Bottling operations viz.,

1. COBO (Company Owned Bottling Operations) - In COBO, the Company owns

the unit and is a property of India.

2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by Bottlers,

who are given license by the Company to bottle its products on their behalf.

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THE NORTH REGION :

The headquarter of Northern Region is at JMD Towers, Regent Square,

Gurgaon. It comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units. It

has 9 production units viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka Depo,

Jammu, Delhi FOBOs & East-West UP FOBO. It is the largest region in India with

1313 employees.

PRODUCTS OF COMPANY

It has brown colour with high content of C02 (Carbon di-oxide) which makes its

COLA flavour heavy. It is available in different volumes in market like :

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600ml pet bottle

4. 2.Litre pet bottle.

It has dark brown color with very high content of CO2 which makes the Cola

flavor is very strong. It is available in different volumes in market like:

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600ml pet bottle

4. 2.Litre pet bottle

69

It comes in many flavours like orange, with light content of CO2 that makes its

make its flavour delicious. It is available in different volumes in market.

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600 ml pet bottle

4. 2.Litre pet bottle

Limca has light grey colour with light content of CO2 that makes its flavour

tasty. It is available in market in following packs of quantities:

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600 ml pet bottle

4. 2 Litre pet bottle

It is colourless with packing in green coloured bottle. It has normal content of

CO2. It has a nice flavour available in market in following packing:

1. 200 ml glass bottle

2. 300 ml glass bottle

3. 600 ml pet bottle

4. 2 Litre pet bottle

70

It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its

available packing in market are:

1. 250 glass Bottle

Soda- It is colourless & available in market in 300 ml glass bottle in the

market.K -Water it is a mineral water available in following volumes in the market:

1. 1 liter, pet little

2. 2 liter, pet little

71

P RODUCT RANGE

Flavour Ingredients Pack Product Company

Cola Cola Flavour

carbonated water

sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Coke,

Thumsup

Pepsi

Coca-Coal

Pepsi

Orange Orange Flavour +

Carbonated Water+

Sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Fanta

Mirinda

Coca-Cola

Pepsi

Fruit Juice Mango Pulp+

Treated water+

sugar

250 ML Maaza

Slice

Coca-Cola

Pepsi

Cloudy

Lemon

Lemon Flavor +

Carbonated Water+

Sugar

200Ml.

300Ml.

500Ml.

Limca Coca-Cola

72

1.5 Litre

2 Litre Mirinda Lemon Pepsi

Clear Lemon Lemon Flavour+

Carbonated Water +

Sugar

200Ml.

300Ml.

500Ml.

1.5 Litre

2 Litre

Sprite

7’Up

Dew

Coca-Cola

Pepsi

73

Table- I

Prefer to have cold drinks

Response No of Respondent Percentage ( %)

Yes 100 100%

No 00 00%

Total 100 100%

Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take cold

drink because it gives the full satisfaction in the hot and humid day. It was found that

100% of respondent likes to take the soft drinks and 00% respondent don’t want to

take cold drinks. The people who don’ts prefer are because of their taste and

preference. They are of the perception that Lassie and Nimbu pani are beneficial than

the carbonated soft drinks.

74

0%100% Yes

No

GRAPH-1

Prefer to have cold drinks

75

Table- II

Consumption of cold drinks in a day

Response

(Time a day)No of Respondent Percentage (%)

Less than 2 54 54%

2 – 4 35 35%

More than 4 + 11 11%

Total 100 100%

Analytical Interpretation:

The given diagram & table show the frequency of taking cold drinks in a

day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35%

of respondent takes 2 – 4 cold drinks a day. And 11% of the respondent likes to takes

more than 4 cold drinks in a day. The people who consume more than two cold drinks

have a habit of a high consumption. For them a change in price doesn’t changes their

demand to a great extent. They also maintain a brand loyalty in the brand they are

regularly consuming.S

76

54

35

11

0

10

20

30

40

50

60

Less than 2 2 – 4 More than 4 +

Graph II

Consumption of cold drinks in a day

77

Table- III

Preference of flavours

Flavour No of Respondent Percentage

Cola 41 41%

Citric 26 26%

Lemon 21 21%

Orange 10 10%

Others 02 02%

Total 100 100%

Analytical Interpretation:

The given graph & table show the most popular flavour in cold drinks is Cola. It

was found that the 41% respondent likes the Cola Flavoured, 21% of respondent likes

the Lamon flavoured, 26% of respondent likes the citric flavour, 10% likes the Orange

flavour and only 2% likes the other flavoured.

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41%

26%

21%

10%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Cola Citric Orange Lemon Others

GRAPH-III

Preference of flavours

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Table- IV

Preference of B rand name

Response No of Respondent Percentage (%)

Yes 56 56%

No 39 39%

Can’t Say 05 05%

Total 100 100%

Analytical Interpretation:

The graph & table clear view regarding the importance given to a brand

name while choosing the cold drinks. It was found that the 56% of Respondent

says Yes and 39% of respondent say No and the only 5% of respondent not in a

position to say anything.

80

56%

39%

5%

Yes

No

Can’t Say

Graph IV

Preference of Brand name

81

Table- V

Factors Influences choosing particular Brand

Response No of Respondent Percentage (%)

Brand 28 28%

Flavour 48 48%

Advertisement 06 06%

Chilled 18 18%

Total 100 100%

Analytical Interpretation:

The chart and diagram shows that the way respondent likes the particular

brand of cold drinks. It was found that 48% of respondent likes the because of flavour,

28% respondent likes the cold drinks because of brand, 18% of respondent likes

because of chilled and only 6% of respondent likes because of advertisement.

82

GRAPH-V

Factors Influences choosing particular Brand

83

Table- VI

Opinion towards Popular Brand

Brands No of Respondent Percentage (%)

Coke 58 58%

Pepsi 21 21%

Others 21 21%

Total 100 100%

Analytical Interpretation:

The given diagram gives the view regarding the most popular and demanded

brand. It was found that the 58% of respondent preferred the Coke as most popular

brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent

referred the coke as the popular brand and the only 21% of respondent say others

was a the most popular brand.

84

Graph VI

Opinion towards Popular Brand

0%

10%

20%

30%

40%

50%

60%

Coke Pepsi Others

Series1

85

Table- VII

Availability in retailer’s shop

Response No of Respondent Percentage (%)

Cola 61 61%

Citric 30 30%

Fruit flavoured 9 9%

Total 100 100%

Analytical Interpretation:

The given chart table shows that the most available flavour on the respondent

retailer’s shops. It was found that the 61% of respondent (Consumers) say that they

find Cola flavour on their retailer’s shop.30% of respondent found the citric flavor on

their retailer’s shop. Science cola flavour is a Universal flavour in India, with

consumers of all age, sex and preference accepting it whole heartedly.

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61%

30%

9%

0%

10%

20%

30%

40%

50%

60%

70%

Cola Citric Fruit flavoured

Graph VII

Availability in retailer’s shop

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Table- VIII

Availability in C ollege C anteen/ L ocality/ C olony

Brand No of Respondent Percentage (%)

Coke 51 51%

Pepsi 47 47%

Others 02 02%

Total 100 100%

Analytical Interpretation:-

The graph & table gives the information regarding the available the available

brand on their college canteen or a colony or a locality. It was found that 51% of

respondent found the Coke brands of cold drink highly available while 47% of

respondent said that they found Pepsi brand as highly available and only 02% of

respondent said that they found other brand like Frooti or others brands highly

available. This difference in the response is because of the consumption of different

brands in different segments.

88

51%47%

2%

Coke

Pepsi

Others

Graph VIII

Availability in College Canteen/Locality/Colony

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Table-IX

Opinion towards T aste

(i) In a cola flavor.

Brand No of Respondent Percentage (%)

Coke 75 75%

Pepsi 25 25%

Total 100 100%

Analytical Interpretation:

The given table and diagram gives the idea of the respondent opinion regarding

the Cola flavour drink. It was found that the 75% of respondent likes the Coke and the

only 25% respondent likes the Pepsi flavour.

90

(ii) In Citric flavoured?

Brand No of Respondent Percentage (%)

Mountain Dew 41 41%

7`Up 30 30%

Sprit 29 29%

Total 100 100%

Analytical Interpretation:

The given table and Diagram gives the idea of the respondent opinion

regarding the citric flavour drink. It was found that the 41% of respondent likes the

Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of respondent

likes the Sprit in Citric flavoured. The consumers of Mountain Dew say that it has a

better and genuine taste than the Sprit flavoured of Coke.

91

(iii) In orange flavoured?

Brands No of Respondent Percentage (%)

Miranda Orange 64 64%

Fanta 28 28%

Others 08 08%

Total 100 100%

Analytical Interpretations:

The above given table and chart show the opinion of the respondent regarding

Orange flavour. It was found that the 28% of respondent likes fanta of COKE brand,

64% of respondent likes the miranda of the PEPSI brand and 8% of respondent likes

the other soft drinks of orange flavour.

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(iv) In Mango flavour?

Brands No of Respondent Percentage (%)

Mazza 37 37%

Slice 22 22%

Others 41 41%

Total 100 100%

Analytical Interpretations:

The above shown table and chart gives the view regarding the opinion of respondent

about the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of

respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi

brand. One of the greatest advantages with Frooti is that it comes in tetra pack which

is a one way pack. People find it convenient to take it home for consumption. Even

coke and Pepsi have introduced tetra pack in the Mango drink recently but it will

definitely take some time take away market from the market leader. Also Frooti is a

well established brand has available in tetra pack for a long time.

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46%

29%

25%

Thumps up

Coke

Pepsi

Graph IX

Opinion towards Taste

( I ) IN A COLA FLAVOR

94

41%

30%

29%

Sprite

Mountain Dew

7`Up

Graph IX

Opinion towards Taste

(II) IN CITRIC FLAVOURED?

95

Mountain Dew

Sprit

64%

28%

8%

Fanta

Miranda Orange

Others

Graph IX

Opinion towards Taste

(III) IN ORANGE FLAVOURED

96

Fanta

Miranda Orange

37%

22%

41%

Mazza

Slice

Others

Graph IX

Opinion towards Taste

IN MANGO FLAVOUR?

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Table-X

Cause of Choosing Brand

Subject No of Respondent Percentage (%)

Blend 20 20%

Brand Image 38 38%

Availability 26 26%

Advertisement 16 16%

Total 100 100%

Analytical Interpretations:

The graph & table above say that why the respondent like their favoured brand.

It was found that 38% of respondent likes his brand because of brand Image, 26% of

respondent likes because of availability, 20% of because of Blend and only 16% of

advertisement. Brand image refer to the perception of the customers regarding the

choice of a particular brand. It comes with the kind of advertisement brought by the

company. Blend over here refers to the taste of the flavour demanded.

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20%

38%

26%

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Blend Brand Image Availability Advertisement

(IV) Graph X

Cause of Choosing Brand

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Table-XI

Most appealing Brand advertisement

Brands No of Respondent Percentage (%)

Coke 52 52%

Pepsi 48 48%

Total 100 100%

Analytical Interpretations:

The given chart shows that the respondent about the most appealing brand

advertisement. It was found that the 52% of respondent says that Coke advertisement

is most appealing, 48% of respondent says Pepsi advertisement is most appealing

one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Hritik

Roshan, Karishma Kapoor and Amir Khan who are highly acceptable by the public.

The advertisement of Coke featuring Amir Khan with a punch line

“Thanda Matlab…………….Coca-Cola”

It was a super hit which took Coke not only to the rural markets but also

overturned the market of Pepsi.

100

52%

48%

Coke

Pepsi

Graph XI

Most appealing Brand advertisement

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Table-XII

Most appealing Brand P unch L ine

Brand No of Respondent Percentage (%)

Coke 68 68%

Pepsi 32 32%

Total 100 100%

Analytical Interpretations:

The chart shows the opinion regarding the most effective punch line in

respondent view. It was found that 68% of respondent feel that Coke punch line is

most effective, 32% of respondent feels Pepsi ‘Punch line is most effective, Major no.

of people thinks that the most effective punch line is ‘Thanda Matalab……….Coca-

Cola” and Punch “Matlab ……Chota Coke”, Then “Ye pyass hai Badi” and “yeh

dil mange more”

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38%

32%30%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Coke Pepsi Thumps up

Table XII

Most appealing Brand Punch Line

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Table- XIII

Opinion towards product, which is promoted by celebrity

Response No of Respondent Percentage (%)

Yes 40 40%

No 32 32%

Can’t say 28 28%

Total 100 100%

Analytical Interpretations:

The group & table show that the people like the product of it promoted by a

celebrity. It was found that 40% of respondent said that they the product because of

the celebrity shown in the advertisement consuming it, 32% of respondent says No

about the celebrity promotion, 28% respondent not in a position to say anything. In

India people have a great craze for their favorite celebrities’ They have a lot of love for

their favorite celebrities they want to imitate by doing what they do as shown in the

advertisement.

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40%

32%

28%

Yes

No

Can’t say

Graph XIII

Opinion towards product, which is promoted by celebrity

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Table XIV

Opinion towards Pricing Strategy

Response No of Respondent Percentage (%)

Yes 64 64%

No 22 22%

Can`t Say 14 14%

Total 100 100%

Analytical Interpretations:

The given table & diagram shows that how effective the companies facility the

consumer. It was found 64% of respondent says yes. 22% of respondent says No and

14% respondent can’t say anything. India is a mass market for the consumer product

but at the same time it is also a very “Price Sensitive” Market. So with a small

decrease in price results in a drastic increase in the demand. Since soft drink is a

consumer product, the price has a great influence on the demand of the product.

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64%

22%

14%

Yes

No

Can`t Say

Table XIV

Opinion towards Pricing Strategy

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FINDINGS AND ANALYSIS

SWOT ANALYSIS

STRENGTH:

Coca-cola Potential brands position in the market.

Good quality and innovation of product for long term customer relationship.

Good advertising campaign, and brand ambassador.

Advertisement campaign more effective and change punch line make.

Emotional touch with customer and retail.

High investment in research and development.

Coca-cola has a good market share.

Segment of coke product to every age group.

To satisfy of retail or through schemes SGA, display.

WEAKNESS:

Lack of proper distribution in many areas.

Lack availability 1 it & 1.5 it product pack.

Lack supply of Kinley water in the market.

Rising No. of date dealers that will wrong effect in market condition.

Retailers are not getting schemes at the time.

No distribute enough signage to retailers.

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OPPORTUNITY:

Coke is able to capture large mkt. Share.

More monopoly counters of coke brand.

To improve market mix (Product, price, promotion, place).

To increase the sale of Kinley water.

THREATS:

Pepsi is the major competitors, that means watch myopia in the market every

time.

Pepsi have captured major market of 500 ml, 1.5 & 2 lt.

Retailers divert to pepsi because they are getting good schemes and SGA

signage. Increase local brand in the market.

109

FIELD EXPERIENCE

The success of any survey depends upon the quality and integrity of the surveyor who

collect the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness

of the person who is being interviewed.

Keeping this in mind i have tried my best to collect the reliable data. During this

process I came across a Variety of experiences some interesting and some bitter

one’s.

After knowing the utility of the survey some of the respondents filled up the

questionnaire sincerely whereas some of the other were not interested in it . How

ever, most of respondents were friendly and cooperative and willingly filled up the

questionnaire with utmost sincerity and to best of their knowledge.

Barring few exceptions I had a pleasant time with respondents. I hope that the

respondents did not feel the interview insipid and boring.

I got the opportunity to interact with different people of different areas in Barilley City

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SUGGESTIONS&RECOMMENDATIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of the

market place and with it valuable insights were also gained into the psyche of

consumer and owners.

1. SUPPLY

The demand of Thums up & Maaza far exceed the supply especially in case of 200ml

and pet bottles. Few shop owners’ clamed that many a times no supply is made for 3

days and some times even more.

Sometimes the delivery vans of Coca-Cola starts late from the distribution point and

that of rivals reach early .so eateries, which generally serve soft drinks in the glass,

buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the concept of

broken bottles. When dealing with the shop and the eatery owners some salesman do

exchange bottles while some do not?

All flavors and all size of bottles are kindly available in the market.

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2. COMPANY REPRESENTATION

Owners confirmed that Company representatives don’t come when called repeatedly.

The Company must ensure that the representatives do visit an outlet at least once in

3 days to listen and to attained to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with better

facilities. There was a tendency to push the product of the Company which ever

offered them better scheme or benefits.

Owners confirmed that Pepsi Company representatives DON’T COME WHEN CALLED

REPEATEDLY.

The Company must ensure that the representatives do visit an outlet at least once in 3

days to listen and to attain to complaints, if any

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CONCLUSION

From this summer training and project titled "Merchandising and route

productivity" in Coca-Cola, I have learned a lot about real practical work being done

in the market I have also watched & learned the practical applicability of the various

things that we have studied theoretically.

I observed on the basis of survey in Bareilly city that Coca-Cola lay emphasis on

merchandising in order to become the No.1 brand in soft drink industry the report was

finds out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it is focus on the,

segment of the product because each segment is affected by different sets of factor

which hamper or enhance sales. Each segment had its own Pros & Cons. So we have

to understand the various segment of soft drink industry that which flavor is existing

more in the market, Such as Thums-up strong brand of coke which is more popular in

young generation. I also observe about fate dealer, sub dealer, monopoly counter &

its marketing strategy. Such as fate dealer is influence wrong direction to the market.

They are supply product at high margin with low scheme.

As we know till now since ill soft drink industry the concept of brand loyalty is not in

that shape in which it is in countries. So company could take some steps to be to have

a good report with the retailers why supply them regularly and provide them with other

monetary benefit.

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LIMITATION OF RESEARCH

1.The area of study is limited to the merchandising and route productivity aspects of

the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company,

so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a

deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the

secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor

who collect the basic data by expressing the subject under the study and on the

respondents who provides the data required by filling up the questionnaire .The

accuracy of the data collected solely depends upon the cooperation and truthfulness

of the person who is being interviewed.

6. Interaction skills as well as the behaviour of the respondents also played as a

constraints during the research.

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QUESTIONNAIRE

1. Name of the Respondent:- …………………………

2. Address: - …………………………

3. Age group: -

(a) Below 15 (b) 15 – 20 (c) 20 – 25

(d) 25 – 35 (e) 35 – 45 (f) Above 45

1. Educational Background

(a) Matric & Below

(b) Intermediate

(c) Graduation

(d) Post Graduation

2. Do you take cold drink?

(a) Yes (b) No

7. If yes how frequently? (Daily)

(a) Less than 2 (b) 2 – 4 (c) More than 4

8. Which flavour do you like most?

(a) Cola (b) Citric (c) Orange

(d) Lemon (e) Others.

9. Do you give importance to brand name while choosing your cold drink?

(a) Yes (b) No (c) Can’t Say

10. Which brand you prefer most?

(a) Coke (b) Pepsi (c) Both (d)

Others

115

11. You like the particular brand of cold drink because of?

(a) Brand (b) Flavor (c) Advertisement (d)

Chilled

12 In your opinion which brand of cold drink is most demanded or popular?

(a) Coke (c) Pepsi (d) Others.

13.Which brand is more available in your retailer’s shops?

(a) Cola (b) Citric (c) Fruit Flavored.

14 Which brand of cold drink do you find most in your college

canteen/colony/locality?

(a) Coke Brand (b) Pepsi Brand (c) Others.

15. In your opinion which soft drink is better taste?

(i) In Cola Flavor

(a) Coke (c) Pepsi

(ii) In Citric Flavoured.

(a)Sprite (b) Mountain Dew (c) 7`Up

(iii) In Orange flavoured.

(a) Fanta (b) Miranda Orange (c)

Others.

(iv) In mango Flavoured.

(a) Mazza (b) Slice (c) Others.

16. Why do you like your brand?

(a) Blend (b) Brand Image (c) Availability

(d) Advertisement

17. Which brand advertisement appeals you most?

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(a) Coke (b) Pepsi (c) Others.

18. Most effective punch line in your opinion of?

(a) Coke (b) Thumps up

(c) Pepsi (d) Others.

19. You like the product which is promoted by the celebrity?

(a) Yes (b) No (c) Can’t Say

20. Do you think that the pricing strategy adopted by the cola companies fascinate

the consumer?

(a) Yes (b) No (c) Can’t Say

21. Any Suggestion:-

……………………………………………………………………………………………………

…………………………………………………...

……………………………………………………………………………….......

Thank You,

Signature

117

BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology Methods

& Techniques, New-Delhi, Wishwa Prakashan, edition 2003.

1. Multi Level & Direct Marketing, Branding, Kotler, Philip., Marketing

Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th

edition.

2. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International

Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003.

3. Company Profile, Web-Site:- www.coca-cola.com <http://www.coca-

cola.com>

4. Merchandising & Route Productivity, www.ask-jeeves.com,

www.distributing-company.com.

5. Retailing, Company Souvenirs.

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