COCA-COLA IN INDIA - Univision.doc by handongqp

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									                          EXECUTIVE SUMMARY

The objective of the project was to insure the Right Execution of Coca-Cola product

in the Coca-Cola outlets. Coca-Cola’s “Right Execution Daily”(R.E.D.) program

includes proper execution of visicoolers, availability, and activation products in the

outlets. For it’s sales promotion coca-cola company provided “VISICOOLARS”(kind

of see through refrigerators) to the outlets, which sell coca-cola products. Besides

that these outlets are also provided with “ACTIVATION” products including bottle

hangers, flanges, signboards, bottle hanging racks, menu boards for food joints etc.

Coca-Cola also mined the “AVAILABILITY” of coca-cola products in the outlets.

Specifically objectives of the project includes

       Examine the R.E.D. outlets of a particular area, give scores to them with the

help R.E.D. scoring sheet provided by the company.

       To see where and why R.E.D. scores are low.

       To work for the improvisation of R.E.D. scores with the assistance of Market

Developer of the area.

       Check and insure the availability if the coca-cola products in the outlets.

       Sales promotion also includes in the project given to us.

       Find loopholes and provide suggestions to concern authority.

       To learn the role of agencies in distribution process.

       For the purpose of this research it was absolutely imperative for us to learn

deeply all the processes. It was also very necessary that during our training we work

like a bridge between company and retailers and make aware to authority about their

problems, without that it was impossible to build good relationship with them. This

research will provide Hindustan coca-cola marketing pvt. Ltd. With crystal clear

information about their outlets, so that company can improve it’s R.E.D. score and

sales as well.


1. To increase the visibility of the Pepsi products in the market

2. To gain incremental sales from the top 20% of the outlets which contribute to

   the 50% of the total sales

  Objective details: -

The project will consists of following activities:

    Identify areas within the selected city, having high volume of sales.

    Enroll the identified outlets for the selected program.

    Train the Merchandisers about the execution.

    Develop the route plans for the Merchandisers for execution.

    Cross-checking the outlets visited by the merchandisers.

    Track the retailer complaints and forward it to the Customer executives.

    Track the volume targets of the outlets enrolled.

    Conduct the audit of the retailers enrolled so as to get them their rewards.

      The project will indirectly support the product with the increase in the sales

      force and also an increase in the total sales. This project will act as a

      mediator between the retailers/merchants and the company, giving them the

      daily updates of market, retailers opinion and various other activities that lead

      to the betterment of the schemes. Also this project will increase awareness

      among the retailers/merchants about how product visibility helps them to

      increase their sales of Pepsi products.

All these activities are carried out simultaneously which will help the company to

identify the weak areas where the penetration level is weak and work accordingly to

increase the penetration level of the products into the market.


The fast moving consumer goods (FMCG) fourth largest sector in a economy with a

total market size in excess of rest 48,000 crore. This industry essentially comprises

consumer non durable (CND) products and caters to the everyday need of the


Products belonging to the FMCG segment generally have the following


      They are used at least once a month.

      They are directly by the end – consumer.

      They are non-durable.

      They are sold in packaged form.

      They are branded.

      The FMCG sector is a key component of India’s GDP

And is a significant direct and indirect employer. it is the fourth largest sector in the

economy and is responsible for five percent of total factory employment in the

country. THE sector also creates employment for three million people in downstream

activities, much of which is disbursed in small towns and rural India. Unlike the

perception that the FMCG sector is a producer of luxury items targeted at the elite, in

reality the sector meets the every day needs of the masses, across the country. Low

–priced products contribute the majority of the sales volume and lower income and

lower middle income groups account for over 60 percent of the sector’s sales.

Moreover, rural markets account for 56 percent of total domestic FMCG demand and

FMCG outlets reach more villages than other basic facility such is primary schools or

bus facilities.

The FMCG sector has several other salient features. it has strong links with

agriculture and 71 percent of sales come form agro-based products; it is a significant

value creator with a market capitalization second only to the it sector .

In 1998-99, it is accounted for eight percent of total corporate tax; six percent of

central excise revenue and seven percent of state tax revenue. The FMCG sector

has traditionally grown at a fast rate and has generally out performed the rest of the

industry. Over the last one year, however the rate of growth has slowed down and

the sector has recorded sales growth of just five percent in the last four quarters.

The outlook in the short term does not appear to be very positive for the sector.

Rural demand is on the decline and the centre for monitoring Indian economy

(CMIE) has already down scaled its projection for agriculture growth in current fiscal.

Poor monsoon in some states, too, is unlikely to help matters, impact on disposable

in come and purchasing power as a whole. The growth of imports constitutes

another problems area and while so far imports in this sector have been confined to

the premium segment, FMCG companies estimate they have already cornered a

four to six percent market share. The high burden of local taxes is another reason

attributed for the slowdown in the industry.

At the same time, the long term outlook for revenue growth is positive . give the

large market and the requirements for continuous repurchase of these products;

FMCG companies should continue to do well in the long run . moreover , most of the

companies are concentrating on cost reduction and supply chain management . This

should yield positive results for them.

The total market for FMCG market is approximately rest, 48000 crores. An exact

product wise sales break up for each of the items is difficult.

                       BEVERAGE INDUSTRY

The Beverage Industry in India is on the ascendancy. Customer numbers are

multiplying every year, from 35 million in March 2001 to about 85 million in 2006.

India is a prime centre of attraction of any beverage company in the world, and also

many new companies have entered into the country in the past few years. The

beverage market is bifurcated into three categories, viz., the carbonated drink

market, the fruit juice market and the bottled water market.         According to The

Financial Express report (May 19, 2007),the beverage market stands at Rs.12,250

crores of which the carbonated drink market accounts for Rs.6,000 crores, the fruit

juice market accounts for Rs.5,000 crores and the bottled water market accounts for

Rs.1,250 crores. Off the Rs. 5,000 crores juice market only Rs. 1,250 crores lies

under organized sector. Also the carbonated drink market is showing a downward

trend as more and more people are becoming more conscious about Health and

Obesity and also some what the Pesticide case is to be blamed. If the fruit juice

market and the bottled water market are combined then it is far ahead of the fizzy

drinks. But if an overall estimate is taken then it can be seen that the over all market

is growing at around 30 to 40 %.

The Beverage market in India is mainly dominated by India’s two largest beverage

companies, viz. Hindustan Coca Cola Beverages Pvt Ltd and PepsiCo India

Holdings Pvt Ltd. There are others like Dabur Foods, Parle foods, Manikchand

Beverages and Amul that also operate in the niche but none of them have as large a

portfolio as the above mentioned companies. Both Coca cola and Pepsi apart from

being involved in the cola wars have also declared war among other products, like

juices and bottled water. The actual beverage market is being dominated by tea and

coffee drinkers and the current customers are diverting to places like Café coffee

day, Barista, Tea centers, etc. But the Beverage companies are even trying to

even foray in to these Areas by launching their versions of the products. For e.g.

Coca Cola launched its own coffee brand named Georgia and Pepsi with a help of

a tie up with HLL came out with bottled version of iced tea under the Brand name of

Lipton Ice Tea.


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

                                                Abraham Ninan

                                                 Director External


                                                 Coca cola, Ind

First idea of refreshing of Coca-Cola was introduce by the great pharmacists John

Styth Pemberaton in Atlanta Geotin 8 may, 1886 and it was old first as a new

product in the street to Jacob Pharmacy for five cents only. This drinks warps

claimed as delicious and

refreshing and consumer if it could take in easy was as a glass of Coca-Cola in

Soda Fountain and it was totally carbonated water with new syrup for its consumer.

The name of Coca-Cola was suggested by his partner and bookkeeper Mr.

Robinson because Coca-Cola’s two C’s would look well in advertising it was the

main reason of behind it.

      First time in Jan.31, 1993 the trademark “Coca-Cola” was registered in the

US patent office a “Coke” in 1945 with its unique counter bottle and other package.

Coca-Cola was the daily considerable item in 1950 commonly. In 1960’s coca-cola

company introduced as new Fanta product with orange flavored drink Sprite, a

lemon lime drink, was launched in 1961.

      In 1982 “Diet Coke” was introduced for health conscious people. After

launching of these some products. The Coca-Cola introduced may other products.

      Today Coca-Cola has more than two million bottlers for supplying Coke at the

world level. The backbone of the company is retail outlets present; the Coca-Cola is

aiming to raise the consumptions of its product.

       In India almost Pepsi is the main competitor of it, but Coke has own identity

as the market leader and giving more challenges to Pepsi through innovation at the

market level. So for reducing the get more opportunities, good understanding

environment of soft drink market.

An Overview of Soft Drink Industry:

The total soft drink market in Rs.6000 Crores.India’s per capital consumption of soft

drinks has risen to 9.5 servings in 2004 as against 7.5 servings in 2000 followed by

5.4 serving in 1997. Branded soft drinks retail anywhere in India between Rs 8-Rs

12 and are expensive. When measured against purchasing power. There are around

4,00,000 retailers of soft drink. A soft drink is a non-alcoholic beverage. It is

artificially flavoured and contains no fruit or pulp. India with population of more than

100 crores is potentially one of the largest consumer markets in the world after

China. The consumer market can be defined as the market for products and

services that are purchased by individuals as house holds goods for their personal

consumption .soft drink is a typical consumer product purchased by individuals to

quench thirst and secondly for refreshment.

       Searching for the point of origin of Indian soft drinks we first document on

Gold Spot, which was the first brand soft drink in India. It was introduced by

PARLEY during later part of 40’s.The marketing people did not even receive to

puglicize Cola-Cola for it sold first like Probability not –cakes. This extraordinary

success of soft drinks, can be attributed to the Following factors: -

       Absence of contemporary competitive brand.

       Euphoric image built up in the Western countries proceeded the entry into

Indian market; and

       Indians are very found by mature of foreign goods, services etc. due to

prolonged foreign rules.

       Parley Exports (P) ltd. Later in 1970 introduced Limca. Lemony Soft drinks.

BeforeLimca introduce, they had tentatively introduced Cola. Pep Coca-Cola.

       Three of four groups of Indian companies who had the required production

capacity started their own brands of Cola, Lemon,Orange but failed to achieve their

goal on a national basis.

        India always has love and hate relationship with MNC’s, which gave a

significant opportunities to soft drink industries in India when Coca-Cola decided to

windup its operations in 1997 rather than bowing to the Indian government insisting

on: -

        Dilution of equity, as the government felt that lots of foreign currency was

being wasted.

        Manufacturing of the top-secret concentrate in India.

        Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was opened to

any company with the requisite, technical, marketing and organizational skills.The

exit of Coca-Cola from India in 1977 accelerated the growth of several Indian Soft

Drink. New soft drink in the form of Tetra Pack entered the market among Frooti,

Jump in and Tree-Top were the prominent once. Till 1977 their equipped bottling

plant and the distribution network a longing to be no use. It took them one year to

develop new formula to survive and gradually came up with Campa Lemon, Orange

and Cola that order.However Parle, the pioneer in the soft drinks, balzed its why to

national prominence with their product “Thumps Up” bearing the slogan “Happy

Days are here again.” This particular slogan helped to win over the loyalists or

addicts to Coca-Cola, who was in the state of “Coca Shock” or Cola “Depression”.

Soon the Indian Soft drink industry started at a phenomenal rate, and all Parle

Products Gold Spot, Limca and Thumps Up became the brand leader in their own


       In spite of all these, the drink market still has large gap, as claim by soft drink

manufacturers. To fill these gap there are many soft drinks concentrate and quashes

flooded the market. The Indian soft markets basically offered three flavors

i.e.Orange, Lemon and cola.1990 saw the coming of the multinational company

PEPSI entering the Indian Market.11 years after the exit of Coca-Cola. It had name,

fame and edge of being one of the best in the product range of COCA-COLA consist


                           COCA-COLA IN INDIA

The Coca-Cola Company entered India in the early 1950’s .It set up four bottling

plants at Bombay, Calcutta, Kanpur and Delhi.In 1950 as there were negligible

companies in Indian market therefore Coca-Cola did not face much competition and

they were accepted in Indian market more easily. Bythe end of 1977 Coca-Cola had

captured more than 45% of market share in India. Then Coca-Cola left India

following public disputes over share holding structure and import permit. As per Fera

regulation the company was required to India close operation by May 5, 1978 yet

strongly enough the company’s operation comes to end in July 1977.In October,

1993 Coca-Cola returned to India after 16 Years of absence with the slogan “Old

waves have come to India again”. First launched in Hathras near Agra home of

the famous Taj Mahal.At this time Parley was the leader in the soft drink market and

had more than 60% of the total market share in soft drinks Coca-Cola joined had

with Parley and strategic alliance with Parley export gives the company instant

ownership of the nations top soft drinks brands Thumps Up, Limca, Citra Gold SPOT

to and Maaza access to Parley’s extensive62 plant bottling network and a base for

the rapid introduction of the company’s international brand by striking a $40 million

deal with Parley Coke almost made a clear sweep and made it goal as “To become

an all occasion drink not a special treat beverage”.

                              Product Range

COLA       ORANGE       LIME          LIME          MANGO      M.WATER

COKE,       FANTA         LIMCA         SPRITE       MAAZA          KINELY



The product range of PEPSI CONSISTS of :-

COLA      ORANGE     LIME      LIME          SODA        MANGO       M.WATER



Product Line of Coke:- Coca-Cola portfolio

                       MARKETING ENVIRONMENT


“Marketing is a social process by which individuals and group obtain what then need

and want through creating offering and freely exchanging products and services of

values with others.”

                                                                   -Philips Kotler

The tools of marketing mix are combined in such a manner that they give

maximum mileage to the product from the factory to the consumer’s hand.






      Perpetual Mapping

      The soft drink being a FMCG has a wider and scattered market. Thus to

enable concentrated effort of marketing activities in different scattered market, for

effectively setting the entire market is broken down into the following segments.

      Route Market

      Home Market

      At Work Market


Outlet in this market cater to those people who are engaged in shopping, eating,

outgoing to and from work in amusement centers etc.


Outlets in this market cater to people buying predominantly for home consumption,

either by case or loose bottles.


Outlets in this market cater to people working in offices, factories etc. an attempt is

always made to make soft drinks readily and conveniently available all day long

while people are actively working.

                       PROMOTINAL ACTIVITIES: -

Promotional activities plays a greater and important role in the entire marketing effort

being carried out by H.C.C.M.C.Pvt.Ltd., are “to generate more sales as well as the

create and maintain an image of its product.

       Thus H.C.C.M.C.Pvt.Ltd., carried out its promotional activities as a controlled

and integrated program of communication and material design to present its soft

drink to the prospective customer .It also helps in communication the need satisfying

qualities of soft drink to facilitate the sales and eventually to contribute towards the

profit in long range. The tools used by H.C.C.M.C.Pvt.Ltd. for fulfilling the various

purposes of its promotional activities are the following: -

    Point of sale display

    Dealer’s sales contest

    Sales promotion through special event market

    Sales promotion through salesman that is personal selling.

    Advertising

    Incentives

    Games


A sensible man does not have to go far to find out whatever a common panwala

knows that people buy with their eyes. Every item on sale, in a shop is displayed in

front where people can see it at the first sight. It is the same with all the shops and

vendors in towns either selling consumers or selling soft drinks. Rather in selling a

product like COKE display is more than help, it is an essential element because soft

drink is bought on impulse on the spur of the movement. Thus the product is tested

when it is brought at people’s attention.


Another method of sales promotion being used by the H.C.C.M.C.Pvt.Ltd. through its

distributors are to conduct dealers sales contest during the peak seasons i.e. during

April to July. In it the dealers are given prize in the form of free cases of soft drinks

.In the contest at first his or her respective distributors according to their categorize

each dealer. And then each distributor fixed a target of minimum sale for each

category to which every dealer according to his or her category has to achieve

during the contest period. The dealers achieving highest sales over and above the

target set is giving the awards as under the order of prizes announced are 1 st prize,

2nd prize and 3rd prize in terms of number of free cases of soft drinks.


The dealers at special event sport place the banners and stall of Pepsi’s products

like picnic fates cricket test match, social are also used to cater the people. It helps

in promoting the sale as well as in creating an image of products.


Salesman contest are held to motivate the sales man. Under the scheme salesmen

are given monetary incentive on the basis of sale made in their given route.


A very important part of advertising is to decide the medium of advertising and how

much to spend in each media: -

      Newspaper & Magazines




      Product of sales materials (paintings, glow signs)

      Advertising is one of the important factors which all put together results sales.

It has to be backed by the distribution network, effective servicing, dealer, goodwill

and so on. Thus advertising has to be very carefully woven with the entire demand.

                             Market Growth rate

The soft drink industry was estimated at 6.5 bn bottles in FY02. Volumes have been

growing at 14 -15% pa in the last two years. Per capita consumption in India is

among the lowest in the world at 6 bottles as against 17 in Pakistan and 21 in China

and Sri Lanka. Growth has slowed down in the current year to 8% yoy, despite the

low level of per capita consumption and the industry is expected to register sales of

7 bn bottles in FY03.

      The demand for soft drinks in highly price sensitive, A study conducted by

NCAER has show that a 10% increase in soft drink prices, leads to demand

reduction of over 17%. Given the cutthroat competition, price changes by any one

player induce similar price adjustment by other players too. Sales growth of the two

large players have been driven by a high level of promotions and price wars and

increasing investments being made in expansion of the distribution infrastructure.

Both the leading players are yet to make profits.

      The industry has received the largest amount of Foreign Direct Investment in

the country of almost Rs.4.7 bn (US$ 1bn). The industry employs more than 125,000

people directly and indirectly. Additional investment of Rs.20 bn in expected over the

next three years, with a potential to create additional 95,000 jobs directly over the

period of marketing.

Marketing strategy and Growth of Coke and Pepsi

Soft drinks is perhaps the most hard fought product categories in India in every

respect be it media, events, distribution, pricing, communication, endorsements and

so on…. Every year it consistently emerges as one of the top 10 categories on

television. We, at ADEX India, have looked at year 2003 to understand the year that

was for this exceptionally competitive segment.

                             EARLEY GROWTH

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

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

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

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

the drink syrup-that is, the drink’s base, containing all the ingredients minus the

carbonated water. He figured that keeping the Coca in his formula would legally

allow the company to distinguish its drink from imitations. Other companies also

produced soda drinks made with Kola nut extract. In particular, the Pepsi-Cola

Company and its cola o the same name would become Coca-Cola’s major

competitor over the next few decades. Candler also spent more than $11,000 on his

first massive advertising campaign in 1892. The Coca-cola logo appeared across the

country painted as a mural on walls; displayed on posters and soda such as

calendars and drinking glasses. In addition, Candler was the first person ever to use

coupons to gain customers for a product. He distributed flyers offering free soda

fountain glasses of Coca-cola to people visiting his drugstore.

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

outside of Atlanta, in Dallas, Texas. That same year a candy storeowner in

Viksbuug, Mississippl, installed bottling machines and produced the first bottled

Coke. it had previously been sold only at soda fountains. By 1895 the drink was sold

in all U.S. states and territories.

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,

Tennessee, bought the exclusive right to distribute Coke syrup to bottlers throughout

most of the country for only on dollar, At the time, Candler saw little profit in bottling,

and was more than willing to give up that part of the business.

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

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

trademark worldwide. The same year, Candler retired from the company, passing it

on to his children and moving into polities. he was elected mayor of Atlanta in 1916.

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

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

president in 1923. Robert Woodruff was a skilled marketer, and he put more of the

company company’s resources into market research than into manufacturing Coke.

Two new Coke slogans were developed under Woodruff: “The Pause that

Refresher” (1929) and “It’s the Real Thing” (1941).

                       WARTIME DEVELOPMENTS

        During World War II (1939-1945), Woodruff also boosted Coke’s popular

image in the United States by pledging that his company would provide Coke to

every U.S soldier. The company did not limit itself, however, to only doing business

that would increase its success in America. In the period leading up to the war,

between 1930 and 1936, it had set up a division of the company in Germany, and it

continued that venture during the war. It recreated its image as a German company

and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in

their own factories.

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

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

Coca-Cola Company’s wartime efforts helped it expand its global market, often with

the economic support o the U.S. government.

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

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


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

Candler and Woodruff are remembered as the two most important figures in the

company’s early growth, both for their contributions to the company and their

considerable fortunes donated to the city of Atlanta. After Woodruffs departure, the

company began to diversify by producing new products, acquiring new businesses,

and entering new international markets.

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

of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also

launched four new soft drinks in the United States : Fanta, an orange soda; Sprite, a

lemon-lime soda; Tab, a diet Cola; and Fresca, a diet grapefruit-flavored soda. In

1964 the company acquired the Duncan Foods Corp. In 1967 it created the Coca-

Cola Foods Division by merging its Duncan and Minute Maid operations.

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

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

the governments of all Arab League nations banned the production and sale of

Coke. A year later the company withdrew from its markets in India when that

country’s government requested that Coca-Cola reduce its equity in joint ventures to

40 percent. The company refused to relinquish so much control over those


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

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

the company new projects, primarily in small specialty and convenience stores.

       In 1982 the company introduced Diet Coke, which soon become the best-

selling diet soft drink in the world.

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

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

years later, the company sold off its Columbia holdings and other media acquisitions

to Sony Corporation for over $1.5 billion.

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

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

market dominance, the company attempted the first-ever reason of the original Coke

recipe. The American public largely rejected New Coke, and so the company quickly

returned to also producing the old recipe under the name Coca-Cola Classic.

                        RECENT DEVELOPMENTS

       In 1986 The Coca-Cola Company consolidated all of its no franchised U.S.

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

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

soft drinks by 1988, While Coca-Cola Enterprises distributes over half of all Coca-

Cola products in the United States, small franchises businesses continue to bottle

can and distribute the company’s drinks worldwide.

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

Industrial Averages index of stock market performance. Its stock is traded on the

New York Stock Exchange. Coca-Cola and Pepsi Company products occupied nine

of the top ten spots in the U.S. soft drink market in the mid-1990s.

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

earned almost 80 percent of its profits from international sales.

                         THE COMPETITIVE AREA

       The soft drink market all over the world as been witnessing a neck-to-neck

battle between the two major players; Coca-Coal and Pepsi since very beginning.

The thirst quenchers are trying hard to have the major piece of the apple of overall

carbonated sort drink market. Both the players are spending their energies in

building capacity, infrastructure, promotional activities etc.

       Coca-Coal, being 11 years older than Pepsi, ahs been dominating the scene

in most of the soft drink market of the world and enjoying the leadership terms of the

market share. But The coca cola people are finding it hard to deep away Pepsi

which has been narrowing the gaps regularly, the two are posing threats for each

other in every nook and corner of the world. While coca cola has been earning most

of the part of its bread and butler through beverages sales, Pepsi has a multi

products portfolio with a handsome portion from the same business.

       The two warriors are face to face once again here in India with different

strategies and policies to attack at the rival Coca Cola is focusing upon the joint

ventures with the existing bottlers to enhance its control on manufacturing and

marketing of its product rage and attain the quality standards of its class. Countering

its. Pepsi has taken the baton in its own hands by floating and investment of $95

millions to set 6 Pepsin co. India Holdings, a subsidiary for company’s Owned

bottling operation (COBO). Both of the companies are following different path of

reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market in


         Both the competitors have distinct vision and priorities about the Indian soft

drink market. Though having so much difference and distances with each other,

they both consider India as a huge potential market as per capita consumption here

in mere 3 servings per year against an international of 80. Throughout, they are

putting their best efforts to woe Indian consumer who has to work for 1.5 hours to by

a bottle cross over for both the athletes running for getting No. 1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country giving it an

edge over competition by possessing a well built manufacturing and distribution set-

up On the other side of picture, Pepsi, with two more years in India, has been able to

set an image of winner this time in India and get the pulse of Indian soft drink

market. The sort drink giants are ready to turn every stone of opportunity with a

mindset of long tenure this time.

         Coca-Cola has been penetrating the market through its wide product rage

with a determination to change consumption pattern of soft drink in India. Firstly,

they upgraded the whole industry by introducing 300 ml bottles, which, in turn, had

given the industry a booming growth of 20 percent as compared to the earlier 5%.

They want to develop a cola 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, nibu pani, water


       Pepsi is quite aggressive in its approach to Indian consumer. They are

desperately working in the strategy to be winner side in the hot cola war between

tow big barons. According to Pepsi philosophy it’s the madness that encourages

executives to thin to conjure up those creative tactics to knock the fizz out of their

competition. Pepsi had pumped a large amount on the visibility of its blue-red-and-

white logo. They have been going with aggressive marketing by putting Sachin

Tendulkar, Akshay Kumar, and Now Shahrukh Khan in their advertisements to

endorses their brand, The role modeis for its targeted consumer the teenagers. They

have increase the fizz in the market price by introducing the dispensers called

fountain Pepsi and been enjoying a lead over its rival three.

Coca-Cola on the other hand, has been working on the saying ‘skiw’ abd steadt with

the race’, side by side retaliating to the every move 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

coke a snake at coke, Thumps up came with the ad line, Don’t be Bandar, taste the

thunder’ Also Thumps has been positioned now very near to that of young in age of

Pepsi and giving it tuff time.

 Everything has been put on fire by these cool merchants. If Coke got the status of

the official drink of Wills World Cup, Pepsi blushed as ‘nothing official about it’. As

Thumps up projected as ‘Saare Jahan Se Achchha’. Pepsi was passionate enough

with ‘Freedom to be’. When Thumps Up came up with ‘Thunder Blast’, the other one

offered, Pepsi Stuff Card’. If red colour is meant for Coke, Pepsi has chose to be

Blue. In this way, Indian consumer is getting more fizz and punch from the two big

brothers and he has to given not about the winner.

                       SOFT DRINK INDUSTRY IN INDIA


           The Indian Sort-drink Industry is a 3500 crore Rupee Industry comprised of

consumer’s throughout the country, and of all ages. The industry has been

comprised of all Indian Soft-drinks manufactures and the multinational Coca-Cola up

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

namely, Parle, Campa-Cola and Dukes. Decade of 90’s have brought changes in

Government Policies of liberalization, which has helped usher in two huge American

Multinational Pepsi-Cola international and Coca-Cola.



    Refusing to dilute its equity stake, Coca-Cola winds up it operations in the


           Thums-Up from Parle and Campa-Coal from Pure Drinks launched.


      An application for a soft drink cum snake food joint venture by Pepsi. voltas

       and Punjab agro is submitted to the Indian Government.


      Final approval for the Pepsi food limited project granted by the Cabinet

       committee on economic affairs of the Rajeev Gandhi Government.

      Coca-Cola South Asia Holding Incorporation of the U.S. files an application to

       manufacture soft drinks concentrate in Noida (Delhi) free trade zone.


      Pepsi Cola and 7 Up launched in limited market in North Indian.

      The Government clears the Pepsi Project again but with the brand name

       changed to Lehar Pepsi. Simultaneously, it also rejects the application of

       Coke. Citra hits the market from the Parle Stable.



      Britco foods files an application before FIPB to set up a new 50 crore facility

       in Maharashtra.

      Pepsi extends its soft drink reach on national scale. Products launched in

       Delhi and Bombay.

   Britco Foods application cleared by the FIPB, Pepsi and start initial

       negotiations for a strategic alliance but talks break of after a while.


      Pepsi launches Team and Slice to counter Limca and Maaza respectively

       form Parle. Pepsi captures about 30% market share in about two years.

      Coke files an application for a 100% owned soft drinks company with FIPB,

       Decides to part ways with Rajan Pillai. The Government clears the Coke

       application in record time.

      Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to

       buyout the Voltas share and raises its equity to 92% Reports of Coke Parle

       joint venture gain strength.

      Pepsi launched 1-liter bottles in Pepsi-cola, Mirinda and Teem flavors.

       Sweeps off the 100 ml segment over Pure drinks.

      Coca-Cola buys out Parle and major leaders of the market, Ramesh

       Chauhan, becomes a part of the Coke game plan.

      Fountain Pepsi launched in the Northern part of India.

      Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for


    Pepsi jump up in to Mineral Water with name Aquafina.


      Coca-Cola Indian has registered a growth of 18th present in its net sale during

       the first quarter of the current fiscal year.

    Hrithik the burning sensation of Bollywood is hired to advertise Coke is very



      Coca-Cola upgraded from 1.5 lt. To 2 lt.

Coke hired Ashwaria, Amir Khan and Hrithik for effective advertising.

                      DISTRIBUTION SYSTEMS: -

Different types of distribution systems: -

Channel of Distribution for consumer goods-

   O-Level           1-Level                 2-Level        3-Level


                                              WHOLESALER     WHOLESALER


                       RETAILER               RETAILER       RETAILER

CONSUMER               CONSUMER               CONSUMER       CONSUMER

        Channel of distribution for industrial products-

   O-Level       1-Level          2-Level          3-Level


                                 MANUFACTURER’S   MANUFACTURER’S
                                 REPRESENTATIVE   REPRESENTATIVE



Indirect Distribution- In indirect distribution, an organization, which is not part of

the Coca-Cola system, has control of one or more of the distribution elements.

Direct Distribution-In direct distribution, the Bottler partner has direct control over

the activities of sales, delivery, merchandising, and local account management at

the store level. Within direct distribution there also two of sales system: Advanced

Sales and Conventional Sales.

In the conventional route, selling and delivery occur at the same time. The route

truck is loaded with the represented selection of products. The driver stops at each

account, take the customer order and immediately fills the order from the inventory

on the truck.

In the pre-sell method, the customer orders the product 24 to 48 hours in advance

from a route sales person. The order is sent to the distribution center where the

route trucks are loaded with the requested products. The driver stop only at

accounts placed an order.


Coca-Cola, at those places where the company is not having any agreement with

the local party to distribute its products dies the Direct Route selling. This has been

done just to ensure the vision of the company to provide the non-alcoholic

beverages in each and every place including the remote areas and to increase its

market share.

      The company through Tender system does direct Route selling. The company

gives some percentage to the Tendered on the total sale. In India there are only five

cities where Coca-Cola is working on this system. They are: -

           1. Delhi

           2. Hyderabad

           3. Jaipur

           4. Kanpur

           5. Kolkata.

In Kanpur District, the areas where the company is presently working on this system

are: -

          Cantt

          Mall Road

          Naveen Market

          Gwaltoli

          Raina Market

          Arya Nagar

          Swaroop Nagar

          Vikas Nagar

          IIT

          Court

          Gumti

          Pandu Nagar

          Mahrajpur

          Lal Bungalow

          Dada Nagar

          Panki



       Caleb Brandhum, a North Caroline pharmacist, structure Pepsi Cola in the

1890’s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade

mark, issued ninety seven share of stock of stock and began selling Pepsi syrup in

earnest. In his first year of business he spent $ 1900 on advertising a huge sum

when your consider that he sold only 8000 gallons of syrup.

       In 1905 Bradhum built Pepsi’s bottling plant. By 1907 he was selling 10,000

gallons a year, two years later, he hired a New York advertising agency. After

passing through many troubles for some period now Pepsi is a market leader in

international arence and is available in 187 Nations throughout the world in 18

flavors having its Head Office in New York, United State. Pepsi has 13 Pepsi has 13

bottlers with 26 plants in India. Through this compared with 60 plants of coke is quite

less, yet the market share of Pepsi has increased quite significantly.


       This $ 30,40 billion, New York (US) based Pepsi Company, had to start from

scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food

and beverage Company, deriving more than 60% of it’s sales and operating profits

from it’s snack foods and restaurant business.

       Pepsi started its commercial production in 1990 with plants, one at Channo

(Sangrur) and other at jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced

six year back, has now become the household name thought the country.

The Marketing efforts of Pepsi in the first three years were so successful; that Pepsi

had taken major market share of Parle and Parle has to face hard times. Pepsi-Cola

has been positioned as a drink for the young. It’s popular slogan “YEHI HAI RIGHT

CHOICE BABY” go to show that the appeal is significantly for the younger

generation in a popular, much aired commercial, Bollywood star Sachin Tendulkar.

began to cdroon in the tune only after he’d guzzled, the right cola, made the smart

choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in Rs.300 crore to

add muscle to its infrastructure in bottling and distribution.

At present Pepsi is at war with Coke at National level.


Cadbury Schweppes are the joined force of Cadbury Found in 1824 of U.K. and

Schweppes of Ireland founded in 1783. Cadbury Schlepped is unified bussing which

manages the relations his with over 240 franchised bottling operation un Zambia and

Zimbabwe . Cadbury Schlepped operates in over 195 countries, Cadbury

Schweppes has fottlery      and partnership operations in 14 countries around the



         May 1995 one more soft drink Cadbury Schweppes entered the Indian soft

drink market and now the competition in this industry is more due to rise in the

number of competitors and also due to large product range, which they all are

offering to the market. Cadbury Schweppes, just about two year old in India

udebtufues with the guerilla. Number three in the aerated soft drink   market after

Pepsi and Coca Cola Company; it is resorting to some very smart footwork to gain

its share of silence.

         The company wants to be number one in the non-Cola aerated soft drink

market, to which end it has unabashed a series of tactics. “WE DON’T DIRECTLY


Cadbury Schweppes India. The idea is to convert the narrow scrip to a niche and

build it to a position of reverence with a consumer.

    Johns. Perberton, who in 1886 first CONSTRUCED coke syrup in his laboratory,

knows little that he had made a formula that would sell one day to a thirsty market of

13.1 billion dollar coke drinkers.

       Perberton was morphine addict who was trying to create ma marketable

patent medicine. When his experiments led to the new scared Coke formula. He had

only modest success selling Coke in Atlanta and he sold his formula and right for a

pittance. he died in 1888. Atlanta druggist as a Candler who soon gained control of

Coca-Cola is in many way the true father of Coke. He transformed the small time

operations in to a nation wide soda fountain sensation.

       Early on, Coke had a distinct cocaine kick, even through corporate, Coke has

long dispute. This piece of American folk care, saying the Coke leaf, was them with

the syrup and training needed to produce distribute and sell the product and above

all the most valuable assent, the trade mark.

       Also Coca-Cola’s main revenue stream is from the sale of concentrate of its

bottles. In India, the sole right the manufacturer concentrate rests with its 100%

subsidiary Coca-Cola Beverages near Pune.

       A unit of concentrate makes 400 cases (of 24 bottles each) and according to

an estimate generates income of Rs. 20 per case for the parent company.

       Bottlers maintain their production line to coke standard of 600 bottles per


       Today the two multinational operator in two ways.

COBO – Company owned bottling operation, and

FOBO – Franchisee owned bottling operation.


       Low per capital consumption of Soft Drink in India may be linked to the

inflated prices of such drinks. But surprisingly it leaves a very low margin for bottler’s

decocanised. Candler had later testified on court that Coke comtained a very small

proportion of the drug without the Coke would never have been as popular as it was

its early days. The cocaine was eliminated in 1903, as panicked reaction to the

raising criticism, inflamed by Newspaper allegations that black Coke drinkers were

attacking whites.

       In 1917, Candler gave almost all of his Coke, stock to his children, who sold

out two years later to a syndicate headed by, Atlanta Banker Ernest woodruff, for

$25 million. Woodruff eventually took over and ruled the company to its present

glory. Woodruff died in 1985.


      Despite the formidable track of its parent of its parent (Coca-Coal Company

the $18 billion gaint, based in Atlanta “U.S”.), Coca-Coal India’s record in Rs. 1800

Crore soft drinks market is prominent. Coca-Coal entered Indian market after 16

years from Hathras December 1993 Coca-Coal became the undisputed leader of the

Indian soft drink Industry, because if their acquiring rights of Ramesh Chauhan’s

aerated parle drinks.

      With one stroke of the pen, and a bill of 140 crore Coca-Coal picked by five

brands-Thums Up, Limca, gold Spot, Citra and Mazza with a combined market share

of 69 percent with Thums Up alone accounting for 56% of the then 650 crore Cola


      Coca-Cola world’s largest selling Soft Drink and which sells nearly half the

Soft Drink of world marked its re entry with planned strategy.

                             MODUS OPERANDI

       The multinational Soft drink companies carry their business by licensing

bottlers around the country or more technically franchising the bottlers and supplying

also. With retail prices ranging to Rs. 9 – 10 per bottle (300 ml) for consumer and

Rs. 196 per case (24 bottles) for retailers. A bottler must pay as such as 34% of the

price per case as Excise duty, Sales and turnover tax.

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

Distribution and transportation cost takes care of another 10%.

       Raw material cost, concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up

another 23%.

       Production costs, in terms of fuel, Power, Maintenance and labour add up to


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

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

bottling operation, thus is viable only large volume.

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

       The consumer, obviously, shoulders most of the burden, Bottle cost are also

critical component of Soft drink business.

       Coke is positioning all of its beverages as all seasons beverages rather than

only summer drinks, this will greatly help to increase consumption.

      In summer Coca-Coal was coping with a change, CEO-Alex Born has

replaced David Short.

      Coke has made India its home; Coke is experimenting with mobile dispensing

units at beaches and stadiums, going out towards consumers. “Our goal is to have

Coke available within arm’s reach of desire”. Nicholas once said (Retd. CEO).

      while Pepsi wants people to come to them, Coke plans to go after consumer.

  Coke’s objective in the short run shall be to convert Pepsi drinks, rater than Thus

Up drinkers to Coke.

                        MARKETING DEPARTMENT

Marketing is getting right goods and services at right time and right place to right

people at right price with right communication.

      The comprehensive marketing activity at Kanpur marketing services (BMS) is

controlled by Mr. VINEET KHOSLA (G.M.) and). Today consumers have different

measurements to buy above which has a smaller self-life. The major market of soft

drink is under the grab of local distributions, which provides the innocent consumer’s

all the sorts of connections.

       In such scenario educating the consumer and wining confident with quality

product is a uphill task because traditions are different to break. Marketing

department tries hard to accelerate both sales of its product and wining confidence.

Marketing department looks, after from loading of bottles to suggestions, problems

faced by customers. They have about 1200 retail points for exclusive distribution, 18

wagons run for playing the products to their points. Retailers get their demands fixed

on the telephone to the marketing department, which is transformed into charts.

Their I demands are aggregated and given to the personnel or supervisor at clock

this personnel is of production department.

       Right from the first year of the incorporation the company is running in top

profit. This is because of many reasons. One of them is being that there is no other

bottling plant nearby. Also the company gives good margins to the retailer’s along

with various lucrative from time to time.

                    PROMOTION BY THE COMPANY

               All advertisement expenditure is incurred by Coca-Cola India, but only

on D.P. board, wall painting, SGA’s etc. Company spends on it around 8-9% total

sales Company invested around 3.50 crore rupees in Advt. Budget.




      Road Signs


      Neon Light


      News Paper




      Sponsoring Local Events


     Good Advertising

     Effective Incentive Policy


     Wide & Deep Distribution System

     Attractive packaging

     Allotting SGA’s (Refrigerator, Chest, Cosler, Table, Umbrella, Chairs etc.) to


     Decorating Retailers Shop By Display Board, Dealer’s Board etc.

Criteria For Providing Free Chilling Equipments: -

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


              For an average consumption of 3-4 crates a family fridge Godrej /

               Wirlpool.For an average consumption of 5-6 crates a Visi Cooler 4


              For a purchase of 7-8 crates daily visicooler 7 crates or chest cooler.

              If purchase exceeds 8 crates, then 9 crates visicooler or deepfridger is


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

or 5 KV.


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

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

purpose of advertising is to led to an immediate sale, or a sale at some later date

when the customer may find a need for the product.

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

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

that can be expressed individual adds. that are incorporated into an advertising

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

series of stages from unawareness to purchase. Thus the immediate objective of an

and may be to move target customers to the next stage in the hierarchy say from

awareness to interest.

       specific advertising objective will be dictated by the firm’s overall marketing

strategy. Typical objective are:

   1. Support personal selling Advertising may be used to acquaint prospect with

       seller’s company and product, easing the way for the sales force.

   2. Improve Dealer Relations : Wholesalers and retailer like to see a

       manufacturer support its product.

   3. Introduction New Product : Consumer need to be informed even about line

       extensions that make used of familiar brand name.

Bareilly Beverage lays emphasis on advertising at the core centers. They lay their

banners and hoardings at all the important places and see to it that they do space on


       The product like Thums Up, Fanta, Limaca and Maaza belong to one group

i.e. Coca-Cola, advertise on nation side basis for its products, by hireling time and

space on media.

       To promote the product and to create the awareness of the product every

year they are spending Rs. 10/- per crate for the advertisement. They are spending

the amount for wall painting, dealersboard, glow singns, hoardings, banners,

stickers, posters and buntings.

                       DETAILED ANALYSIS


     The survey named as RED {RIGHT EXECUTION DAILY}.

     The survey has been conducted to check the cooler management, availability

      of products & activation of coca-cola in various outlets.

     The survey has been covered in two phases. First phase covered the two

      round survey of the market developers in the respective market. The second

      phase covered the survey of sales executive in the respective market. The

      no. of Shops covered in different clubs were:

     The survey was based on three topics.

     Firstly we have to check the Cooler management i.e. the cooler which was

      provided by the company to the customer, are properly managed/working or

      not. and lastly the most important aspect of cooler management was the

      brand order.

   Secondly, we have to check the availability of the product i.e. whether the

      product is available to the customer or not.


    Lastly, we have to check the Activation, which is a very important because
      activation helps to boost the sales. Activation is done through boards i.e. glow

      sign. DPS, flangs and Combo boards. Mostly combo boards are given to the

      E & D outlets. and is very helpful in attracting the customers. Rack with

      header is provided to the Grocery outlets which should be fully charged.

                   MARKET SEGMENTATION

The market was segmented in three groups: -


      Consumer income

        Customer weight

Channel: -

      In the channel segment the outlets were divided into three parts namely: -

    Eating & Drinking

    Convenience

    Grocery

       In the eating & Drinking segment, survey conducted on the outlets namely

restaurants, Hotels, Dhabas etc.

       In the Grocery segment survey conducted on the grocery & Departmental


       In the convenience segment survey conducted on outlets such as

confectionaries, PCOs, Pan Shops, Juice shops etc.


       The market was segmented according income of the customer i.e.

    High

    Medium

    Low


       The market was segmented also according to customer weight and was

divided into two groups.

      Diamond

      Gold

      Silver


                      Area Covered: -

 Canal Road

 Express Road

 Naya Ganj

 Siriki Mohal

 Chatai Mohal

 Karanchi Khana

 Birhana Road

 Hoola Ganj

 Bhoosa Toil

 Gadaria Mohal

 Ram Narayan Bazar

 Chouk

 Meston Road

 Nariyal Bazar

 General Ganj

                         Route on Monday

S.No. Outlet name          Route Name     Channel      Class    Group

 1    Ruchi Pan Shop       Canal Road     Convenience Gold      Low

 2    Neta Pan Shop        Canal Road     Convenience Gold      Low

 3    Ambrish Gen. Store Canal Road       Convenience Gold      Medium

 4    Amma cold drink      Canal Road     Convenience Silver    Low

 5    Sonal Monal Tea      Express Road   Convenience Gold      Medium

 6    Ajay Gen. Sto.       Canal Road     Grocery      Silver   Low

 7    Arjun Sweets         Canal Road     Convenience Gold      Low

 8    Shukla Gen. Sto.     Canal Road     Grocery      Gold     Low

 9    Shivam Gen. Sto.     Canal Road     Grocery      Gold     Low

 10   Vinod juice          Naya Ganj      Convenience Diamond   Medium

 11   Janki Pan Shop       Naya Ganj      Convenience Gold      Medium

 12   Manoj Pan            Naya Ganj      Convenience Diamond   Medium

 13   Puran Pan            Naya Ganj      Convenience Diamond   Medium

 14   Guddu Tea Stall      Sirki Mohal    Convenience Gold      Low

 15   Sonu Kirana          Sirki Mohal    Convenience Gold      Low

 16   Deepak Tea           Sirki Mohal    Convenience Diamond   Medium

17       Baba Sidhnath Swe Sirki Mohal          Convenience Gold       Low

18       Anand Gen. Sto.        Chatai Mohal    Convenience Gold       Medium

19       Lalu Chaurasia         Chatai Mohal    Grocery      Gold      High

20       Prem Gen. Sto.         Karachi Khana   Convenience Silver     Low

21       Sunil Tea Stall        Karachi Khana   Convenience Silver     Low

22       Ramesh Pan Shop        Naya Ganj       Convenience Diamond    Medium

                                Route on Tuesday

S.No.           Outlet name           Route       Channel      Class   Group
     1         Agrwal Sweets        Birhana      Convenience Gold      Low
     2         Kailash Cha Gen.     Birhana      Convenience Gold      Medium
     3         Sadhu Ram Gen.       Birhana      Grocery      Gold     Medium
     4         Vinay Pan            Birhana      Convenience Gold      Medium
     5         Mangal Tea           Birhana      Convenience Silver    Low
     6         Hari Cool            Birhana      Convenience Gold      Low
     7         Gour Gen. Sto.       Birhana      Convenience Gold      High

8    Shivay Gen. Sto.   Birhana       Grocery      Gold     High
9    Jain Store         Birhana       Convenience Gold      High
10   Hari & Comp.       Birhana       Convenience Gold      High
11   Puspa Electrical   Birhana       Convenience Gold      High
12   Delhi Misthan      Birhana       E&D          Silver   Low
13   Budhsen Misthan    Birhana       E&D          Silver   Low
14   Sona Jwelers       Birhana       Convenience Silver    High
15   Laxmi Store        Birhana       Grocery      Gold     High
16   Kumar Gen. Sto.    Birhana       Convenience Gold      Medium
17   Deepak Tea Stall   Sirki Mohal   Convenience Diamond   Medium

18   Puran Pan Shop     Naya Ganj     Convenience Diamond   Medium

19   RameshPanShop      Naya Ganj     Convenience Diamond   Medium

20   Vinod Juice Shop   Naya Ganj     Convenience Diamond   Medium

21   Manoj Pan Shop     Naya Ganj     Convenience Diamond   Medium

                          Route on Wednesday

S.No.    Outlet name         Route Name     Channel       Class    Group

  1     Ganga Sweets        Hoola Ganj     Convenience   Diamond   Medium

  2     Mahesh Gen. St.     Hoola Ganj     Grocery       Gold      Medium

  3     Arahari Gen.Sto.    Hoola Ganj     Convenience   Gold      Low

  4     Raju Confe.         Hoola Ganj     Convenience   Gold      Low

  5     Sadhana Gen St.      Bhoosa Toli   Convenience   Diamond   High

  6     Manna Lal Sto.      Bhoosa Toli    Grocery       Diamond   Medium

  7     Yadav Tea Stall     Bhoosa Toli    Convenience   Silver    Low

  8     Ansar Gen. Sto.     Bhoosa Toli    Convenience   Silver    Low

  9     Kausik Gen. Sto.    Bhoosa Toli    Convenience   Gold      Medium

 10     Yunus Tea Stall     Bhoosa Toli    Convenience   Gold      Low

11   Shivam Gen. Sto    Bhoosa Toli     Convenience   Gold      Medium

12   Sunil Gen.Sto.     Gadaria Mohal   Grocery       Diamond   High

13   Panna Gen Sto.     Gadaria Mohal   Grocery       Gold      Medium

14   Krishna Gen Sto.   Hatibans Moha   Convenience   Silver    Low

15   Arjun Sweets       Canal Road      Convenience   Gold      Low

16   Shukla Gen Sto.    Canal Road      Grocery       Gold      Low

17   Shivam Gen Sto.    Canal Road      Grocery       Diamond   Low

18   Vinod Juice        Naya Ganj       Convenience   Diamond   Medium

19   RameshPanShop      Naya Ganj       Convenience   Diamond   Medium

20   Manoj Pan Shop     Naya Ganj       Convenience   Diamond   Medium

21   Puran Pan Shop     Naya Ganj       Convenience   Diamond   Medium

22   Deepak Tea         Sirki Mohal     Convenience   Diamond   Medium

23   Bhola Pan          Apsara Tulkis   Convenience   Silver    Low

24   Om Gen. Sto.       Apsara Tulkis   Convenience   Diamond   Medium

                         Route on Thursday

S.No. Outlet name Route               Channel      Class    Group


 1    Gupta Sweets       Ramnarayan   Convenience Diamond   Medium

 2    Raju Gen. Sto.     Ramnarayan   Convenience Silver    Low

 3    Ali Gen. Sto.      Ramnarayan   Convenience Gold      Medium

 4    Shandar Sweets     Ramnarayan   Convenience Gold      Low

 5    Kesarwani          Ramnarayan   Convenience Silver    Low


 6    Shrdha Gen. Sto.   Ramnarayan   Convenience Silver    Low

 7    Jyoti Gen. Sto.    Chouk        Convenience Gold      Medium

 8    Jyoti Tea Stall    Chouk        Convenience Gold      Medium

 9    Raju Kesarwani     Chouk        Convenience Gold      High

 10   Kumar cassets      Chouk        Convenience Gold      High

 11   Santosh Gen.Sto. Chouk          Convenience Gold      Medium

 12   HateswarGen.Sto Chouk           Convenience Gold      Medium

 13   Newsatyam G.St.    Chouk        Convenience Diamond   Medium

  14    Shri Balaju food   Chouk          Convenience Gold          Medium

  15    Mata Gen. Sto.     Chouk          Convenience Gold          Medium

  16    Vandana PCO        Chouk          Convenience Gold          Medium

  17    Harish Gen. Sto.   Chouk          Convenience Gold          Medium

  18    Shah Pan Shop      Meston Road Convenience Gold             Medium

  19    Anand Gen. Sto.    Nariyal Bazar Convenience Gold           Medium

  20    Banarsi       Pan Meston Road Convenience Gold              Medium


  21    Verma Gen. Sto.    Chouk          Convenience Gold          Medium

                            Route on Friday

S.No.   Outlet name        Route Name     Channel       Class         Group

 1      Anand Gen.Sto.     General Ganj   Convenience    Diamond       Medium

 2      Bhargav Brother    General Ganj   Convenience        Gold      Medium

 3       R.S. Gen.Sto.     General Ganj   Convenience        Gold       High

 4      Guddu Tea Stall     Sirki Mohal   Convenience        Gold       Low

 5      Sonu Kirana Sto.    Sirki Mohal   Convenience        Gold       Low

6     BabaSidhnath       Sirki Mohal   Convenience    Gold      Low


7    Janki Pan Shop      Naya Ganj     Convenience    Gold     Medium

8    Ruchi pan Shop     Canal Road     Convenience    Gold      Low

9     Neta Pan Shop     Canal Road     Convenience    Gold      Low

10   Ambrish Gen.Sto.   Canal Road     Convenience    Gold      Low

11   Sonal Monal Tea    Express Road   Convenience    Gold     Medium

12   Anand Gen.Sto.     Chatai Mohal   Convenience    Gold     Medium

13    Lalu Chaurasia    Chatai Mohal     Grocery      Gold      High

14   Kumar Gen.Sto.     Chatai Mohal   Convenience    Gold     Medium

15     Laxmi Store      Chatai Mohal   Convenience    Gold     Medium

16     Sadhu Ram        Birhana Road     Grocery      Gold     Medium

17    Gupta Sweets      Ram Narayan    Convenience   Diamond   Medium

18     Ali Gen.Sto.     Ram Narayan    Convenience    Gold     Medium

19   Shandar sweets     Ram Narayan    Convenience    Gold      Low

20    Gaur Gen.Sto.     Birhana Road   Convenience    Gold      High

21   Shivay Gen.Sto.    Birhana Road     Grocery      Gold      High

22    Hari & Comp.      Birhana Road   Convenience    Gold      High

23      Jain Store      Birhana Road   Convenience    Gold      High

                           Route on Saturday

S.No.   Outlet name        Route Name     Channel     Class     Group

  1     Gupta Sweets       Ram Narayan    Convenience Diamond   Medium

  2     Anand Gen.Sto      General Ganj   Convenience Diamond   Medium

  3     Bhargav Brothers   General Ganj   Convenience Gold      Medium

  4     R.S. Gen.Sto       General Ganj   Convenience Gold      High

  5     Jyoti Gen.Sto      Chouk          Convenience Gold      Medium

  6     Jyoti Tea Stall    Chouk          Convenience Gold      Medium

  7     Raju Confecti      Chouk          Convenience Gold      Medium

  8     Kumar Cassets      Chouk          Convenience Gold      Medium

  9     Santosh Gen.Sto    Chouk          Convenience Gold      Medium

 10     HateswarGen.Sto    Chouk          Convenience Gold      Medium

 11     New Satyam G.St    Chouk          Convenience Diamond   Medium

 12     Sri Balaji Foods   Chouk          Convenience Gold      Medium

 13     Mata Gen.Sto       Chouk          Convenience Gold      Medium

 14     Vandana Pco        Chouk          Convenience Gold      Medium

15     Harish Gen.Sto     Chouk           Convenience Gold             Medium

16     Shah Pan Shop      Meston Road     Convenience Gold             Medium

17     Anand Gen.Sto      Narial Bazar    Convenience Gold             Medium

18     Banarsi Pan        Meston Road     Convenience Gold             Medium

19     Verma Gen.Sto      Chouk           Convenience Gold             Medium

20     Kailash Chandra    Birhana Road    Convenience Gold             Medium



     Division of shops: -

     We assigned the various shops covered into different categories. The

     various categories covered were Grocery, Confectionary, , Juice Shops, I,

     Sweets shops, Food Joints, PCO, Pan Shops and Tea Stalls. The various

     categories are shown in the pie-chart below:



    Gro                  PCO                  swee.          co
    f                    Pan                  Tea            Gen.St.

 The maximum marks for outlet is 100, in which 40 is for cooler management,

   40 is for availability, 20 is for activation.

Division of sales in different area:-

              The sales of Coca-Cola product in different areas are different. In the area of

Meston road the sale of Coca- cola is maximum .It is about 40% while in other field it

is comparatively less. In General Ganj & Canal Road the is 10%. In Birhana Road it

is 20%. Naya Ganj sales the 15% product of Coca-Cola. In Express Road, i.e. the

least sales area of Coca-Cola product. It is about 5%.

              General ganj

                 Canal road
 Areas ----

              Express road

                   Naya ganj

              Birhana road

               Meston road

                                     0        10       20       30       40        50
                                                   Sales (in %) ---
Sales of different products of Coca-Cola: -

      The sale of Coca-Cola product is different. Thums-up is the most demanded

product of the Coca-Cola Company. The sale of Thums-up is about 50% and it is

higher than comparison to other products of Coca-Cola. After theThums-up, Limca

have got 20% sale and it is the second most demanded product. Maaza and Fanta

have 10% sale in the market and Coca-Cola & Sprite have 5% sales.

        10%                                                         Thums-up
                                                      50%           Limca
    20%                                                             Fanta
                 5%      5%

                    RESEARCH METHODOLOGY


         The survey was done to find out the present status of thumps up, coca-

          cola, Fanta, Sprite, Limca & Maaza in the retail outlets.

         To find the receptivity of the brand among the retailers and consumers

          particularly of eating & drinking, Grocery Stores & convenience shops.

         To study the distribution and marketing strategy of thumps up, coca-

          cola, Fanta, sprite, limca & maaza – the major competitor in this


         To find out available opportunities in the market by finding gaps in

          competitor’s penetration.

         To collect data about the retailers that can be used for activating new

          channels and merchandising opportunities.

         To find ways to increase the sales of the new launches in different


         Only the diamond & Gold outlet has been taken in consideration in this



The task of data collection begins after a research problem has been defined and

research design/plan is chalked out. While deciding about "the method of data

collection to be used for study, the researcher should keep in mind two types of data


1. Primary Data

2. Secondary Data

Methods of Data Collection: -

The researcher should keep in mind two types of data viz. primary and secondary.

The primary data are those, which are collected afresh and for the first time, and

thus happen to be original in character; the secondary data, on the other hand are

those which are already been collected by someone else and which have already

been passed though the statistical process.

Collection of primary Data: -

There are several methods of collecting primary data, particularly in

surveys and descriptive researches. important ones are.

   1.     Observation Method

   2.     Through questionnaire

Collection of Secondary Data: -

Secondary data means data that are already available i.e. they refer to data which

are already collected and analyzed by someone else, Secondary data may be either

published data or unpublished data. Usually published data are available in: -

   1.     Technical and trade journals.

   2.     Books Magazines and newspapers.

   3.     From Internet

   4.     From the past records of the company.

Steps involved in accomplishment of the project: -

To meet the objectives of the project, the following steps were carried out: -

Designing the Questionnaire: -

To collect the data from dealers, a separate set of questionnaire was designed

keeping the objective of the study in mind.

Sample size: -

For the project “How to improve the Right Execution Daily Report Score” a

sample size of 130 dealers was taken into the consideration for the comprehensive

and consolidated study.

       Sample size of 130 dealers was considered sufficient for the analysis of

data. The composition of sample size of 130 dealers as Follows:

   S.No.                      Area Description                         Sample size

      1.                          Meston Road                                 44

      2.                           Canal Road                                 27

      3.                           Naya Ganj                                  14

      4.                      Ramnarayan Bazaar                               10

      5.                         Express Road                                  7

      6.                          General Gunj                                 6

      7.                          Birhana Road                                22

                                     Total                        =          130

Data analysis after performing the act of data collection the data were put in tabular

and graphical form for deriving a proper analysis. (refer to on finding and analysis)


                     The areas covered by us were among the strongest area in Kanpur for

                Coca-cola and the most potential area for Thums-up {CARBONATED}

                because of the large no. of Grocery Stores and Confectionaries present

                per unit area.

                     60-70% Grocery outlets having excellent cooler management, proper

                availability of product and activation scheme.

                     Classification of the outlets in some area is not up to the marke.

                     Refrigerators repairing process is very time consuming.

                     Retailers are usually skeptical about the schemes.

                     Area needs to be reclassification.

                     Most of the good shops have chest coolor instead of visi coolor.

                     Sales Executives do not check M.D. (Market Developer) report


                     Cut-Rate* selling of the product is dominating in the market.

                     There is communication gap between retailer and sales officer.

    Selling the product in outside area.

              Company sales executive should inspect the market time to time while

  they do not take interest so that some retailers are unsatisfied with company.

                             SWOT ANALYSIS

Strength: -


     Coke has a concept of swadeshi brand in mind of the people of rural areas

  due to their awareness about with Parle products, which is now a part of Coke.

     Coke has a good distribution network as it has a number of bottling.

     Taste of Thums-up having the hardest cola drink on the consumer mind.

     Red coloured logo of Coca-Cola having rural preference.

Weakness: -

        Lack of advertisement of Coca-Cola than Pepsi.

        Lack of sales promotional schemes.

        Coke having less brand image than Thums-up.

         Less number of empties than Pepsi.

Opportunity: -

     Coke should try to influence those who are selling only Pepsi.

     In small cities and towns seasonal sales are not having proper cooling system

  if they get small fridge than they can sell more.

Threats: -

     Pepsi having already very good position in the mind of consumer hence it is

  very tough to get more market share.

     Pepsi have provided sales generating assets to a large number of retailers

  due to that they are selling only Pepsi products.

     Due to the problems of supply people of rural areas fail to get their demanded

  quantity at the time of marriage or their special occasions.


   For building the harmonious relations with retailers the company should

organize a get together of retailers areas wise in a year. It will not only result in

inculcating a feeling of belongingness to wards the company, but the company

will also be benefited getting right king of feedback from them.

   The company should also keep a watch on properly display of as sets

provided by the company to retailers.

   The company should ensure timely and continuous supply of stuff to dealers.

So that they can smoothly supply if further to retailers. It was seen that stuff in

general and flavour in particular remains in short during the seasons.

   The company should also keep a watch on sales man. Discount scheme and

other sales promotional scheme often go into their pocket. Company should also

try to check the nexus between sales man and fat deals. Salesman does not give

receipt of sale to retailers who take the stuff from company’s vehicle. They add it

into the sale of fat-dealers. The salesman also uses the company’s vehicle in

unloading the stuff to those retailers who are making the stuff from fat dealers.

   The company should try to improve the refrigerators repairing process as

early as possible.

   The sales executive should try to avoid making false commitments for

relishing short-term goals.

   If company thinks it necessity of making fat-dealers than it should try to make

monopolist fat dealers because then they will be forced to sell your product even

if company isn’t providing any fur their discount schemes.

   The company should give high priority the maximum number monopoly

outlets. If possible make all the tin packs at Rs. 10 each.

   School’s student should be targeted.

   We should provide enhanced ad for other new launder for the awareness of

customer. We should provide attention display scheme. Discount should be given

to dealers if they purchase crates in large quantities.

   Number of hoardings should be increased.

   Florescent boards displaying location and their distances on road should be

used having Coca-Cola written on them.

   Provide route card to the sales man i.e. regularly checked by the sales


   Provide visi coolor to the shopkeeper instead of chest coolor.


Fundamental of Marketing (Cundiff, Still & Govoni)

Principles of Marketing (Philip Kotler & Ramaswamy)

Business India & India Today

Research Methodology (Boyyed)




      Surveyors Name: __________ Outlet Name: ______________
 Address: _________________ Channel: ________________ Category
 (D/G/S):       ________________                 Class     (H/M/L):

KANPUR         S.NO.                             E&D GROCERY CONVENIENCE
               1.      Is a coca-cola cooler
               2.      Is the cooler as per
VISICOOLER             standard?
               3.      Is the vesi cooler in
                       the prime position?
               4.      Is the visicooler in a
                       working     condition?
                       Not working/unclean
               5.      Is the visicooler light

               6.         Is the cooler 100%
               7.         Is the cooler brand-
                          order compliant?
               9.         300 ML (COLA+3)
               10.        Mobile             PET
               11.        Maaza RGB
AVAILABILITY   12.        CAN (COLA+1)
               13.        MAAZA PET 600ML
                          & 1.2 LTR.
               14.        1.5      LTR.      PET

                    15.   COMBO BRANDS (
                          AT LEAST 3)
                    16.   TENT CARD(MIN 5
                          OR      PRESENT     ON
               17.        FLANGE          ROAD
                          STANDEE OR GLOW
                          SIGN BOARD
               18.        DISPLAY         RACK
                          WITH HEADER
               19.        IS THE RACK PURE
                          AND CHARGED

              20.   SHELF DISPLAY
              21.   TABLE           TOP
              22.   DPS BOARD, GLOW
                    SIGN OR FLANGE


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