1
A PROJECT REPORT
ON
MARKET SURVEY OF BRAND AVAILABILITY IN THE MARKET/ MARKET SHARES
FOR
BY
NISHANT JHA
UNDER THE GUIDENCE OF
“PROF M.D. KAKADE”
SUBMITTED TO
BHARATI VIDYAPEETH DEEMED UNIVERSITY, PUNE
IN PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)
THROUGH
INSTITUTE OF MANAGEMENT & ENTREPRENEURSHIP DEVELOPMENT
ERANDWANE, PUNE– 411038
(2011-12)
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UNDERTAKING
I, Nishant Jha have completed the Summer Project titled “Market Survey of the brand
availability in the market/ Market Shares” at The Coca Cola Company under the guidance of
Mr. M.D Kakade, in partial fulfillment of the requirement for the award of degree of Master of
Business Administration (Business Analytics) from Institute of Management and
Entrepreneurship Development, Bharati Vidyapeeth Deemed University, Pune. This is an
original piece of work and I have neither copied nor submitted it earlier elsewhere.
Nishant Jha
MBA (BA)
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(Accredited by NAAC with ‘A’ Grade)
BHARATI VIDYAPEETH UNIVERSITY, PUNE
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP DEVELOPMENT,
Paud Road, Erandawane, pune.
CERTIFICATE
This is to certify that Mr. Nishant Jha is a bonafide student of MBA (BA) programme of Institute
of Management and Entrepreneurship Development, Bharati Vidyapeeth University, Pune, for
the year 2010-12.
As a part of the University curriculum, the student has undergone summer project in “The Coca
Cola Company” during the period of summer internship in the partial fulfillment of the
requirement for the award of the Degree of “Master of Business Administration (Business
Analytics)”.
The summer project report is prepared by the student under the guidance of Asst. Prof M.D
Kakade.
(Student)
(Chief Co-ordinator)
(Co-ordinator)
Date……….
Place………
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(Teacher Guide)
ACKNOWLEDGEMENT
The project on “Market survey of brand availability in market/market shares” is possible not only
due to my work. There were certain other people who contributed to this project without which it
would not have been possible. They provided me the kind of back up that one requires for
successful completion of task.
This project in itself is an acknowledgement to the inspiration, drive and valuable guidance
contributed to it by DR. NITIN NAYAK., Director of IMED, PUNE.
I am highly obliged and grateful to PROF. M.D. KAKADE (Faculty Member & Internal Guide)
for providing me with valuable advice and endless supply of new ideas and support for this
project.
I express my sincere gratitude towards Mr. Manish Kumar (Hr Manager), Mr. Durgesh Jha
(Marketing Executive), Mr. Prashant Kumar (ASM), Mr. Akhilesh Kumar Jha (STL) and Ashish
Jha (Marketing Manager), whose valuable guidance, constant interest and encouragement have
helped me in successfully completing the project, who provided practical exposure for the
project and his valuable guidance during the project work.
I am also thankful to all the respondents who spared their valuable time in filling up the
questionnaire and helped me in analysis and successful completion of the project.
(Nishant Jha)
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LIST OF CONTENTS
Chapter 1
Synopsis of the Report
1
Chapter 2
Objective of the study
2
Chapter 3
Introduction of the topic
3-30
Chapter 4
Introduction of the company
31-47
I.
II.
About the company
History of Coca Cola
III.
Organizational structure
IV.
Principles & vision of Company
V.
SWOT Analysis
48-58
I.
II.
Research Design
Method of Data Collection
Chapter 5
III.
Data Analysis
IV.
Limitation of Study
59-64
I.
Findings
6
Chapter 6
II.
III.
Conclusion
Suggestion & Recommendation
65-68
Chapter 7
Annexure
Questionnaire
Bibliography
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SUMMARY OF THE REPORT
The project directly deals with the growth potential of available brands
of soft drinks in the market and shows the market share of each of available
brands. So the study is in the following manner:
• If the market share of brands of Coca Cola is less tha n that of its
rivalry brands then the project gives a platform to the company to
develop an improved marketing and distribution plan which could
boost up sales.
• The project also deals with the distribution efficiency of Coca Cola with
reference to its products and so if the company is having loopholes in its
distribution system then that could be improved by studying this
project report.
• The project also deals with the competitive characteristics of available juice
products, and o t h e r c a r b o n a t e d p r o d u c t s i n t h e ma r k e t a n d s o
t h i s p r o j e c t wo u l d h e l p t h e company to know its products core
competencies and competencies of its rivalries. These
competencies are measured through the following parameters and
these are Pricing, Availability, Service, Taste and Preference of consumer
pack.
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OBJECTIVE OF STUDY
1. To know about the popularity & consumption level of coca cola as a brand.
2. To know about the taste & various cold drink under the name of coca cola.
3. To know about the preference of people for different cold drink.
4. To know about the reason to dislike any particular cold drink.
5. To know about the services provided by the agencies or shops.
6. To know about the most consumable quantity & packing.
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CHAPTER I
THEORETICAL PRESENTATION OF THE TOPIC
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INTRODUCTION
The meaning of brands
Brands are a means of differentiating a company’s products and services from those of its
competitors.
There is plenty of evidence to prove that customers will pay a substantial Price premium for a
good brand and remain loyal to that brand. It is important, therefore, to understand what
brands are and why they are important.
Macdonald sums this up nicely in the following quote emphasizing the importance
of brands:
“…it is not factories that make profits, but relationships with customers and it is company and
brand names which secure those relationships”.
.
What is a brand?
One definition of a brand is as follows:
“A name, term, sign, symbol or design, or a combination of these, that is intended
to identify the goods and services of one business or group of businesses and to differentiate
them from those of competitors”.
Three other important terms relating to brands should be defined at this stage:
Brand equity
“Brand equity” refers to the value of a brand. Brand equity is based on the extent to which the
brand has high brand loyalty, name awareness, perceived quality and strong product associations.
Brand equity also includes other “intangible” assets such as patents, trademarks and channel
relationships.
Brand image
“Brand image” refers to the set of beliefs that customers hold about a particular brand. These are
important to develop well since a negative brand image can be very difficult to shake off.
Brand extension
“Brand extension” refers to the use of a successful brand name to launch a new or modified
product in a new market.
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Brands and products
Brands are rarely developed in isolation. They normally fall within a business’ product line or
product group.
A Product line is a group of brands that are closely related in terms of their functions and the
benefits they provide. A good example would be the range of desktop and laptop computers
manufactured by Dell.
A product mix relates to the total sets of brands marked by a business. A product mix could,
therefore, contain several or many product lines. The width of the product mix can be measured
by the number of product lines that a business offers.
For a good example, visit the web site of Hewlett-Packard (“HP”). HP has a broad mix that
covers many segments of the personal and business computing market. Managing brands is a key
part of the product strategy of any business, particularly those operating in highly competitive
consumer markets.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or
design, or a combination of them intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to
choose you over the competition, but it is about getting your prospects to see you as the only one
that provides a solution to their problem.
The objectives that a good brand will achieve include:





Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and
prospects. You do this by integrating your brand strategies through your company at every point
of public contact.
A strong brand is invaluable as the battle for customers intensifies day by day. I t ’ s important to
spend time investing in researching, defining, and building your brand. After all, the brand is the
source of a promise to your consumer. It's a foundational piece in your marketing
communication and one you do not want to be without.
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IMPORTANCE OF BRANDING

A strong brand influences the buying decision and shapes the ownership experience.

Branding creates trust and an emotional attachment to your product or company. This
attachment then causes your market to make decisions based, at least in part,
upon emotion-- not necessarily just for logical or intellectual reasons.

Branding helps make purchasing decisions easier. In this way, branding delivers a very
important benefit. In a commodity market where features and benefits are virtually
indistinguishable, a strong brand will help your customers trust you and create a set of
expectations about your products without even knowing the specifics of product features.

Branding builds name recognition for your company or product.

A brand will help you articulate your company's values and explain why you are
competing in your market.
Branding will help you "fence off" your customers from the competition and protect your
market share while building mind share. Once you have mind share, your customers will
automatically think of you first when they think of your product category.
QUALITIES OF A SUCCESSFUL BRAND
Core Elements Description Example
Competent
A product or service must fulfill its promise and ensure the delivery of high-quality services are
aligned with the company/organizations vision, and delivered with genuine
commitment to customer satisfaction.
Dell Inc. provides consumers with the most effective computing solutions to meet their needs. As
a result, Dell has become an industry-leader.
Clear
A strong brand is clear about what it is and what it is not. Volvo is clear about i t s commitment
to safety. Their brand is not about speedy sports cars, small economy cars, or luxury cars, but
about safety and the people you care to keep safe.
Compelling
A brand is appropriate for and interesting to its target audience. If not, it is ineffective and
useless. BMW is focused on providing the ultimate driving experience f or its
luxury-performance automobile consumers.
Consistent
Brands are always what they say and who they are to bolster their brand attributes. Wal-Mart
has been consistent branding itself as a low -cost retailer with a pledge to
customer service, and satisfaction.
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Constant
Brands are always visible to their customers and prospects. Coca-Cola is the world’s most
recognized brand with its trademark bottle shape and dynamic ribbon below the
Coca-Cola.
Connected
A brand connects to appropriate communities, affiliations, and partnerships. Establishing a n d
maintaining a network of partners, intermediaries, and customers is important. Organizations
should develop relationships that can reinforce their brand. The United States of America has
established and built partnerships with government, schools, National Football League, and other
organizations that have reinforced their focus on community building.
Committed
Brands are not a one-time event; it is not about fads, but built over time and requires steadfast
commitment to ensure long lasting success. Brands build value over time through consistently
living the Brand promise. The strongest brands in the market have either been around for a
longtime, such as Coke and IBM. Or they have set the stage to be here for a long time, such as
Amazon and Microsoft).
STRATEGIES OF COCA-COLA
In order to achieve this mission, Coca Cola create value for all the constraints it
serve, including consumers, customers, bottlers, and communities. The Coca Cola
Company creates value by executing comprehensive business strategy guided by six key
beliefs:
1. Consumer demand drives everything Coca Cola do.
2. Brand Coca Cola is the core business.
3. Serve consumers a broad selection of the nonalc oholic ready-to–drink beverages
they want to drink throughout the day.
4. Be the best marketers in the world.
5. Think and act locally.
6. Lead as a model corporate citizen.
The main strategies discussed here are as follows:
• Strategic Planning
• Strategies of Quality
• Expanding Target Market
• Strategies of Getting Goals i.e. "High Profits"
• Marketing Strategy
• Price Strategy
• Promotion Strategies
• Distribution Channels
• Facilitating the Product by Infrastructure
• Advertisement
• Sales Promotion Activities
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The details are as follows:
STRATEGIC PLANNING
In last year’s, the company had a great success, as the strategy worked which resulted in making
Coca Cola Company the world's leading company. Company accomplished the crust of its
strategy as
• Worldwide volume increased by 4 percent with strong international growth of 5 percent.
• Earnings per share grew by 82 percent.
• Return on common equity grew from 23 percent to 38 percent this year.
• Return on capital increased from 16 percent to 27 percent.
STRATEGIES OF QUALITY
After Micro and macro analysis Brand "coke" primarily role is
1. Enhance competition moments
2. When people watch cricket
3. Through commercialization
4. Fun time
EXPANDING TARGET MARKET
From last few years Coke has come back in aggressive manner.
• Consumer has choice
• Attractive brand name
• Brand differentiating
Consumer Has Got Choice:
Now the consumer has got choice. Because now they know the name of big brand “Coca-Cola”.
Attractive Brand Name:
Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after
the word "ok". So people can better differentiate brands with each other.
Brand Differentiation:
Now different companies have got different brand names. So, people can distinguish between
brands. Two major brands "coke" and "Pepsi" also have brand names.
STRATEGIES OF GETTING GOALS i.e. "HIGH PROFITS"
To increase the price is the least thing, which Coke can adopt. There are so many
ways through which Coke can increase the profits. Some major ways are as follows.
• Volume can be increased
• Interest level of consumers
• To take part in energetic festivals
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MARKETING STRATEGY
What people want in a beverage is a reflection of which they are, where they live, how they work
and play, and how they relax and recharge. Whether you're a student in the United States
enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for
a juice drink, or a couple in India buying bottled water after a run together, we're there for you.
We are determined not only to make great drinks, but also to contribute to communities around
the world through our commitments to education, health, wellness, and diversity. Coke strives to
be a good neighbor, consistently shaping our business decisions to improve the quality of life in
the communities in which we do business.
PRICE STRATEGY
Trade Promotion:
Coca cola company gives incentives to middle men or retailers in a way that they offer them free
samples and free empty bottles, by this these retailers and middle man push their product in the
market following "Seen as sold"
Different Price in Different Seasons:
Sometimes Coca Cola Company changes their product prices according to the
season. Summer is supposed to be a good season for beverage industry in India. So in winter
they reduce their prices to maintain their sales and profit.
PROMOTION STRATEGIES
Getting shelves:
They get or purchase shelves in big departmental stores and display their products
in those shelves in attractive style.
Eye Catching Position
Salesman of the coca cola company positions their freezers and their products in
eye-catching positions. Normally they keep their freezers near the entrance of the stores.
Sale Promotion
Company also do sponsorships with different college and s chool's cafes and
sponsors their sports events and other extra curriculum activities for getting market share.
DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling
•Direct selling
•Indirect selling
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Direct Selling
In direct selling they supply their products in shops by using their own transports .
In this type of selling company have more profit margin.
Indirect Selling
They have their whole sellers and agencies to cover all area. Because it is very
difficult for them to cover all area of India by their own so they have so many whole sellers and
agencies to assure their customers for availability of coca cola products.
FACILITATING THE PRODUCT BY INFRASTRUCTURE
For providing their product in good manner company has provided infrastruc ture
these includes:
• Vizi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles
ADVERTISEMENT
Coca Cola Company use different mediums
• Print media
• TV commercial
• Billboards and holdings
HOW COKE DETERMINE THE YEARLY BUDGET
Coke determines its yearly budget by the
• Sales volume
• Profitability
• Target volume
Sales Volume:
Coke determines its yearly budget through the sales volume. They first concentrate on the thing
is "what is the condition of their sales?" if the co ndition is good of their sales then
they definitely increase their production and sales volume.
Profitability:
The second thing through which they determines budget is the "profit" .if they are
getting profits with the high margin, then they definitely want to increase their profits in the
next coming year. To get profit is the first priority of the Coke.
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Target Volume:
To run the business every industry increases volume in specific time period. If
industry achieves those goals in that period then for the coming year it increases the volume of
the target.
Coke did the same.
SALES PROMOTION ACTIVITIES
•Coca-Cola Cricket
•Coca-Cola Concerts
•Coca-Cola Food Mela
•Coca-Cola Basant Festival
•Coca-Cola GO-RED
•Coca-Cola Party in a Park
•Coca-Cola Shopping Festival
•Coca-Cola Pet Promotion
•Coca-Cola Ramzan Campaign
•Coca-Cola Wonder of the World Promotion
•Coca Cola TV Maaza
•Coca-Cola & Mc Donald's
From the Three A’s to the Three P’s
Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and
affordability. While these provided for tremendous growth, they also led to lowered entry
barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and
price-related value.
The Power of Brand Accessibility
If you were another soft drink company, you might define your competitive frame of reference as
the cola market or the soft drink market or even the beverage market. But Coke thinks of its
business and its market share in terms of “share of human liquid consumption.” This makes
water a competitor. In fact, a Coke executive has said that he won’t be satisfied until “there is a
Coca-Cola faucet in every home.” Coca-Cola’s mantra is “within an arm’s reach of desire.”
One Final Coca-Cola Fact
A recent Coca-Cola annual report reported that the second most recognized expression in the
world after “ok?” is “Coca-Cola.”
Coca Cola has been the leading brand in the world for eleven years running and
probably would remain so for many years because the company continues to reinvent its brand.
The secret behind the Coca Cola brand success is not the result of mere chance or excessive
spending on advertising, it is as a result of careful and systematic strategy.
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KEY ELEMENTS OF MARKETING STRATEGY
1. Assessing Market Potential.
2. Route Riding and Indicators.
3. Market Development.
4. Sales Planning.
5. Consumer Concern Handling.
ASSESSING MARKET POTENTIAL
Market potential is needed to draw better market strategies so that it adds on to our business.
Market potential means that what market offers us in form of business. Wrong assessment can
lead us to wrong conclusion hence wrong strategies.
TOOLS REQUIRED TO ASSESS THE MARKET.
1. Every Dealer Survey (EDS).
2. Channel Assessment
3. FMCG penetration
.
4. Chilled Availability.
5. Market Share
6. Per Capita Consumption.
7. CAGR
8. VPO
9. PPO
10. Activation
Every dealer’s survey:
Every Dealers Survey gives us the true picture of the market and the satisfaction level of our
dealers with
– Company
- The concerned ASM
- The Brand
- The Product.
- Salesmen.
- MD (Market Developer)
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This tool of assessing the market is an effective tool which not only gives us the
critical information of our outlets but also the activities done by our competitors in the market,
so it gives us the true picture from which we can derive many information which can prove
critical for our sales and will help us in better strategy making.
Channel assessment:
For an easier understanding of our market, we divide the mar ket into channels and
then study them channel wise.
 Grocery: The local kirana store, in other words we can say a convenience store.
 Pan Bidi: small vendors who sells tobacco and other related products.
 Eating and Drinking: place which has at least five table chairs to serve the customers are
considered as eating and Drinking.
FMCG and village penetration:
In order to know the potential of the market one needs to know how many outlets
are there and then how many FMCG outlets are there in it , further h ow many Coke
outlets are there , it will tell us how much we covered Area market and how much
potential is still untapped.
NUMBER OF COKE OUTLETS / NUMBER OF FMCG OUTLETS * 100
NUMBER OF COKE SELLING VILLAGE / NUMBER OF FMCG SELLING VILLAGES*100
Chilled availability:
The concept of this is that coke and its product must be served chilled and in order
to ensure that the market has to have coolers for it. Surveys of the number of coolers in the
market will decide the amount of SGAs (Sales Generating Assets) we have to invest in order to
achieve the target.
NUMBER OF COKE COOLERS / NUMBER OF COKE OUTLETS * 100
Market share
This ratio gives us the information about the penetration level of our brand and its product in the
current market, where similar kind of products are also available to the same target group or the
target customer.
NUMBER OF KO COMPANY PRODUCTS / TOTAL VOLUME OF SIMILAR PRODS*100
Per capita consumption
It tells us about the consumption level in our region.
ANNUAL VOLUME IN UNIT CASES / POPULATION *
(24: TOTAL NUMBER OF BOTTLE IN A CASE IS 24)
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If the PCC has gone down by the years it shows that the consumers have either shifted to other
brand or product and the satisfaction level with our brand has gone down.
Historic data: CAGR
CAGR is the Compounded Annual Growth Rate. It tells us the growth we have achieved when
we compare it to the performance of last year.
VPO: volume per outlet
VPO gives us the vertical growth. The objective of our strategy making should be to increase
this VPO i.e. increasing the total volume at each outlet which will eventually add on to our target
and sales.
ANNUAL VOLUME / NUMBER OF OUTLETS
PPO: People per outlet
While VPO shows us the sale performance, PPO is an important indicator of our services to our
customers. Every strategy making should aim at decreasing PPO sp as to give better services to
our customers.
POPULATION / NUMBER OF OUTLETS
Activation:
One of the key elements of our business. Better visibility means better respon se
hence better sales. Proper activation is needed as per the market conditions .Use of
various activation elements in our market gives us a wider scope to better our sales.
These activation elements are:
1. Flange
2. Rack.
3. Hangers.
4. Drinking shot.
5. Banners.
6. Posters.
7. Table top
8. Menu board.
9. Price Card.
10. Road Standee.
11. 3 Tier rack
12. Flex
13. Coolers
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ROUTE RIDING
Route riding is one way by which one can check many aspects of his market ,
whether it is the penetration in the market or the salesmen and his effectiveness, during this
period I found that route riding by ASM should be made compulsory once a week on every
route. Basically route riding means going with the vehicle on the route , to every
shop and to every dealer by doing so you , one can know the ground reality , the requirements
of the market and most importantly the doings of the competitors .
Effective routes:
For effective route riding the foremost thing to remember is to
-reduce the unproductive driving time.
-avoid unnecessary halts at dealer’s shop
-time should result in business.
-provide required frequency to outlets.
MARKET DEVELOPMENT
Developing the market is a continuous process that needed to be done through the
year and all the time. As discussed earlier there can be two kind of development possible, one is
vertical and the other is horizontal. As VPO and PPO i.e. Volume per outlet and People per
outlet .Vertical development is done by VPO and the horizontal development is done through
PPO.
To increase the VPO following things are needed to be done:
1. Adequate glass inventory : at least five times the day’s sale inventory should be
maintained all the time by the dealer; this will ensure that even if the salesmen misses a call in
peak season, there are adequate empties.
2. Adequate market coverage: one can decide the number of required visits which are
needed as per the demand of the area. Plan it as per the assessment report.
3. Vehicle support: choice of vehicle depends on:
-cases sold daily.
-seasonality.
-case deposit
-competition frequency
-traffic regulation
-road conditions.
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4. Trained salesmen
5. Merchandising: Or ITMO i.e. In- trade merchandising opportunities
basically a concept used to know and rate the merchandising performan ce of an
outlet or a route individually on the basis of a certain defined set of parameters. Such as:
-cooler purity
-Warm display-inside display
-availability
6. Right mix of product: key parameters we availability is one of the key element in this
business; we have to ensure that each brand should be made available to the
consumer. So right mix of brands is needed.
7. Right SGA: SGA is Sales Generating Assets (visicooler & fridges) types
of cooler will be decided as per the sales given by the dealer annually. The size of the cooler in
every outlet should be 1.5 to 2 times the amount of its peak daily sale.
8 . R i g h t p r i c e m i x : For horizontal development we need to decrease the PPO,
in order to do so we need to open new outlets. We need to see the potential of the shops.
↑VPO
→PPO
SALES PLANNING
A sales planning is the combination of the volume projection, the SGA plan, t h e promotion
plan and the route plan for the year. This will help us making right strategy for our market. To
make a sales plan, we need:
•Historic data
•Chilled availability
•FMCG penetration
•Per capita consumption
•Market share
•Population
•Effect of promotion
•PPO
•VPO
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CONSUMER CONCERN HANDLING
A satisfied consumer means:
•Increased brand loyalty
•Recommends us to colleagues, family and friends
•Appreciates price/value importance
•Tries out our new range of product/repeat purchase
•Essential for the continuity of our business
Responding to consumer concerns:
•Take proactive action
•Take immediate action
•Take positive action to eliminate cause
•Inform and educate the consumers through effective dialogue or other media
•Apologize sincerely but without accepting blame
•Be diplomatic and never lose your temper
•Don’t take the complaint personally
•Be calm and composed
•Listen carefully
•Show a sincere interest in the caller
•Know the facts about your products
•Know about the hygiene measures in the manufacturing process
•Do not refer to any other incident except this one
•Confirm the solution to the consumer
•Be punctual when you have to visit the consumer
Consumer concern don’ts:
•Blame the consumer
•Bad mouth the competitors
•Blame someone else
•Be funny or make joke about the complaint
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•Interrupt the consumer while he is talking to you
•Say words that do not match your tone
•Use clinches
•Take on a “poor me, I only here” attitude
•Put on an “I don’t know” attitude
FREQUENTLY ASKED QUESTIONS?
•Can soft drinks be part of healthy diet?
Yes. Soft drinks contains water, so they can meet th e body’s fluid requirements .In
addition, the sugar provides quick energy.
•What about sugar or calories?
The amount of sugar and calories in soft drinks is about the same as that in orange
juice as and less than that in apple or in grapes juice.
•Does sugar make kids hyperactive?
No. Studies show no association between sugar consumption and hyperactive behavior.
•Are soft drinks bad for my teeth?
All common sugars contribute to the decaying of teeth. However, sugar in soft drinks has
minimal effect on teeth because it’s in a liquid form. Comments like “a tooth placed
in a glass of coke will disappear” are misleading.
•Do soft drinks have a lot of caffeine?
No. Coca-Cola contains only 1\3rd the amount of caffeine found in the same amount of brewed
coffee.
•Is there a connection between soft drinks and bone?
No. Compared to other dietary sources of phosphorus like meat, cheese and nuts, soft drinks
contribute only 2% of the total dietary phosphorus.
•Does the acid in Coke damage teeth or bone?
No. There is a small amount of edible acid present in many foods, including fruit
juices, and buttermilk. It does not harm your body.
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RED: RIGHT EXECUTION DAILY
RED is the third party survey to ensure that the brand name is carried out by every dealer in the
same dignity and pride. Brand name such as “COKE “carries with itself a great
amount of respect and dignity and the same feeling should be transferred to our customers, RED
is one aspect which is more important to us than the sale, it makes sure that the soul of
company is same whether it is a grand shop in the mall or a small beedi shop in the outskirts of
the city. Whether it is a dealer who buys 100 cases per day or a merchant who buys 1 case a day
everybody has to follow the rules and regulation laid Under the RED. Visi cooler are the
important part of this, we have to ensure that they are pure, price cards are placed and many
other aspects which are covered under the RED has to be followed.
RED is done for three segment of the market, they are:
1. Diamond
2. Gold
3. Silver
RED is done on three parameters:
1. Visicooler
2. Availability
3. Activation
VisiCooler: -Visicooler is the Sales Generating Assets, which not only make the beverages
product chilled which the company served its customers at the purchase point but also attract the
number of shoppers or consumers in a given universe to buy company products.
In the visicooler, attention is given on the following points:
 The visicooler is as per standard or not.

The visicooler as per prime position or not.

Is the visicooler in a working condition?

Is the visicooler light working?

Is the visicooler 100% pure?
Availability: - Under Availability, company ensures that their all products are available at the
shop as per the standards of the company to serves the consumers or the shoppers. The main
focuses of Availability are as follows: The company products are available at the shop in full flavor & range.
Consumers have enough choice to select the company’s beverage products as per their desire.
26
Activation: -Activation is the important ingredients under RED. It is a technique by which the
sales are generated. It is a complex set of activity by which the shoppers are stimulated to come
at the shop. By proper activation buyers are induced to come at the purchase point.
Important tools for activation are Counter Top, Aerial Mobile Hanger, Crate Display, Road
Standee, Flange, Signage, Branded Menu Cards, Combo Communication, Flex or Glow Sign
Board, Three Tire Display Rack, Price Communication.
RED SCORING: RED Scoring is the techniques by which the quality of services & performance executed by the
company’s personnel are enumerated in terms of numbers
The total marks assigned under RED are 100 and these total marks are segregated among the
three factors of the RED, which are as follows: VISICOOLER = 30 MARKS
AVIABILITY
= 50 MARKS
ACTIVATION = 20 MARKS
V A R I O U S M O DE L S U S E D A T C O K E :
1. P ITA MODE L
2. SEGMENTAT ION OF THE MARKET
3. 4 A’s MODEL
27
PITA MODEL:
No. of customers
In given universe
% of population
that buy product
amount invol.
bought per
Transaction
Amount of
profit in
value per
Transaction
PITA model helps us to understand and makes it clear to the dealer why he should sell coke
and its other brands. In other words we can say this model summar izes the profit
story of the coke. We have to make the dealer believe that his market has the potential of making
out good business.
We at coke must ensure that we make business partners rather just dealers who sell
our brand on cash and carry business.
The model takes four parameters into account, they are:
1.
2.
3.
4.
Population
Incidence.
Transaction.
Amount.
28
Population: Here with population we mean the total population of the territory which are
being targeting. All, total people living in that area is our population whether they are soft drink
customers or not. We must try to increase our visibility that will attract more customers to our
territory; our aim is to increase this domain i.e. to increase this population. And this is only
possible through penetration and really good and effective activation of the arousing various
elements.
Incidence: Here we talk of those out of the population who are our customers and
consumers, they are the most important element of our business and utmost care should be
taken not just to satisfy them but also to retain them. Here brand and its image play the crucial
part. Throughout the period I found Coke holds a better image as a product than its competitors.
Because dealers tend to remain with the company in spite of various options
given to them by the competitors and the study in the two locations showed that“ThumsUp
“had the strongest brand image and brand identity not only in the eyes of dealers but
also the customers. We should make the dealer believe in the brand image and demand of our
products.
Transaction: Volume of transaction done by the dealer with us, it depends on the daily sale
from his outlet in order to increase this we must support the dealer with various marketing
elements So that visibility of the brand increases which will eventually help in sales .
Amount: It is the profit per transaction that our dealer can make out per transaction. Making
him believe that his investment is save and the returns are for the long run and our association
with him will help us both , should be our methodology to explain this model.
OUR MARKET CAN BE SEGMENTED ALONG THREE LINESOUTLET’S VOLUME, LOCALITY’S INCOME AND CHANNEL
LOCALITY’S
CLUSTER
INCOME
29
MARKET SEGMENTATION UNDER RED
This model gives us the segmentation of the population what we had discussed in the PITA
model. The segmentation is done on three parameters, these are;
1. Channel cluster
2. Outlet Volume
3. Localit y Income
C H A N N E L C L U S T E R : Markets are segmented on the basis of the nature of
the business of the customers. In other words similar grouping of outlets are on done on
the basis of format & shoppers occasion.
G R O C E R Y : Outlets primarily engaged in retailing of food and various household
items. It includes grocers (outlets dealing mainly in grains, provisions, spices, edible oil,
vanaspati etc) and general stores (outlets selling item of day-to-day requirements and
stocking a variety of branded products).
E&D: Outlets selling items to eat which are being cooked within outlet, made at the
outlet with possibility of consuming those product within the product. The outlet may
have a place to sit. It includes Bakery/Mithai store/Restaurants/Bars/Juice comers/Soft
Drinks Shop/Cafes etc.
Convenience: Includes outlets which are small stores or shops, generally accessible
locally. These are often located alongside busy roads. It includes Chemists/STD
booths/Pan Beedi shops etc.
OUTLET VOLUME: We classify our stores or our dealers onto four parameters as
per the volume of sale given by them in the past year, below is the table which helps us to
classify the outlets into diamonds, gold, silver, bronze.
LOCALITY INCOME: Here customers are segmented on the basis of their income.
They are as follows:-Low income
-High income
-Medium income
30
CONCEPT OF 4A’S:
This is the concept which needs to be clear in every employees mind because this helps in
improving our sales through good marketing strategy, the four key elements are:
1. Availability.
2. Affordability
3. Acceptability.
4. Activation
Availability : Here with availability we mean the availability of the various
brands in all the SKUs whether it is the glass , pet , tetra , or can all should be available to the
dealer or ultimately to the consumers.
Affordability: All our brands should be within the reach of our customers.
Seeing that majority of our population belongs to the middle class proper SKUs and pricing
should be adopted.
Acceptability: acceptability is another concept which should be kept in mind
when ever we drafting any marketing strategy.
Activation: As explained earlier it is the most important aspect of our business, we at coke
believe at better activation leads to better our sales.
31
Coke unveils fridge packs to boost sales
Gearing up for the searing summer ahead, cola major Coca-Cola India has
introduced mid-sized bottles of 1.25 it to raise consumption and boost profits. Experts believe
that reducing pack sizes is not just a way of increasing consumption but also helps convey a
lower price perception to consumers and get better realizations.
Ricardo Fort, vice-president (marketing), Coca-Cola India, said that “This new
fridge pack of 1.25 it is a way to solve the leftover problem that consumers face
when they open a bigger bottle. For smaller consumption, a 1.25 lit bottle offers a better
solution.
This makes Coca-Cola the first among the two majors (PepsiCo) to have filled the
gap between the 500 ml bottle and 1.50 lit bottles. This bottle size is implemented for nearly
all the brands of the company. The earlier 1 lit bottle by both the companies has
been withdrawn from retail outlets for some time now.
Coca-Cola’s Thums Up brand is the country’s largest selling cola brand. Unlike the rest of the
fast moving consumer goods (FMCG) sector, the cola companies do not face a severe raw
material pricing pressure. But in order to maintain brand loyalty among the consumers, the cola
makers tend to spend excessively on marketing and distribution.
BRAND CHALLENGES
THE challenges facing brand managers have multiplied in rece nt times. Brands are
often the most valuable assets for companies ranging from Unilever to Nokia.
Yet, they can lose their value overnight if not managed carefully. Nothing underscores this fact
more than this watershed event in the history of brand management: on April 2, 1993, which has
come to be known in marketing circles a s `Marlboro Friday,' Philip Morris announced it
would slash the price of Marlboro cigarettes by 20 per cent in an attempt to compete with
bargain brands that were eating into its market. The day Philip Morris announced
its price cut, stock prices of other famous brands also nosedived: Heinz, Quaker
Oats, Coca-Cola, Pepsi, Procter and Gamble and RJR Nabisco. Philip Morris' own stock took
the worst beating. The pundits announced that not only was Marlboro dead, so were
all brand names. These concerns seemed to be justified because the Marlboro Man, launched
in 1954, was the longest-running ad campaign in history. If the legendary Marlboro
Man could face such a crisis, what chance did other brands have? The panic of
Marlboro Friday indicated some dramatic shifts in consumer habits. These shifts have
become more pronounced in the last few years.
A study by advertising agency DDB found that the percentage of consumers between
the ages of 20 and 29 who said they stuck to well-known brands fell from 66 percent in 1975
to 59 per cent in 2000, and those in the 60- 69 age-bracket from 86 per cent to 59
per cent. Thus both the young and the old seem to have become less brand-loyal.
Many bargain-conscious shoppers have started to pay more attention to the value for money
than to prestige. But that does not mean (as we shall see shortly) that price alone is
the determining factor in the success of a brand. To u n d e r s t a n d s o m e o f t h e
32
i n t r i c a c i e s w h i c h b r a n d m a n a g e r s f a c e t o d a y , a b i t o f history is in order.
The concept of branding has evolved over time, though the fundamental principles
have not changed much. In pre-industrial days, people knew exactly what they ate and
wore and which suppliers were trustworthy. Once they moved to cities, they no longer did. A brand
provided a guarantee o f reliability and quality. Manufacturers had every incentive to
maintain quality.
A cake supplier, for example, ensured that each cake was as good as the previous
one, because only then would people come back for more. Trust continues to be the
core attribute of any brand. The owners of brands have to work hard to retain that
trust. If they make any moves that undermine this trust or seem to do so, they will face severe
resistance from customers. The new Coke is a classic example. Customers felt cheated
that the Coca-Cola Company had changed the formulation of old Coke without consulting
them. While the fundamental principles of brand management may not have
changed much over the years, launching new brands has become trickier. Again, a bit
of history is in order. In the past, building a brand was rather simple. It required little
more than an occasional advertisement on a few television or radio stations highlighting
the product's superior features. Brands such as Coca-Cola, Kodak and Marlboro easily
established themselves. Over time, brand building has become much trickier. As manufacturing
standards have risen, it has become harder for firms to differentiate their products on quality
alone. This is particularly true of packaged goods such as food. Branded manufacturers are
losing market share to retailers' own brands, which consumers have learned to trust. Another
problem for marketers is that consumers have become harder to reach. They are busier;
more distracted and lead more complicated and less predictable lives. The traditional patterns
of family life are also getting sharply eroded with the rise of dual income families.
It is common to see husband and wife spending a lot of time outside home. Communicating
with them and building a community of brand loyalists have become much more
difficult. Yet another complication with brand building today is that in many cases
customers pay a premium not because of its functionality but because it represents a way of
life. So when launching or repositioning a brand, companies have to understand the emotional
needs as well as the functional ones. For example, Nike's `Just do it ‘campaign is an
attempt not to sell shoes but personal achievement. Similarly, Nokia's distinctive
lifestyle advertising relegates functionality to the background. Maruti Udyog uses a lot of
emotions in its advertising campaigns. Asian Paints strikes an emotional chord with the
middle-class people through its ad campaigns. Cadbury’s attempts to reposition its milk
chocolates and target the adult segment have revolved around ad campaigns with plenty of
emotions. In short, companies have to build a story around their service or product and
try to turn an otherwise routine purchase into something more exciting. But selling a lifestyle
requires a far greater understanding of human psychology. It is a much harder task t h a n describing
the functionality of a product. Yet another factor which has made brand management more
challenging is that brands give protesters far more power over companies than they would
otherwise have. Nike had to revamp its whole supply chain after being accused of running
sweatshops. Anti-globalization supporters, environmentalists and NGOs can use the power
of the brand against companies by mobilizing evidence of ill-treated workers and
polluted rivers. The more companies promote the value of their brands, the more
they will need to be perceived as ethically correct and socially responsible. Even as small mistake can trip
them. Despite all these challenges, money invested in brands is well invested. The successful brands
33
generate handsome returns for the companies owning them. Which is why even hi-tech
companies such as Microsoft and Oracle spend so much on advertising? At the end of
the day, the truth is that people like brands. They not only simplify choices and guarantee
quality, but also generate fun and interest. So marketers have no option but to keep going at it.
ABOUT THE BOTTLERS OR DISTRIBUTION CHANNEL
Think local, act local
From the world's largest cities to its most remote villages, our bottling system is made up of
locally rooted enterprises committed to quality. The Coca-Cola Company bottling
partners are always local businesses, exerting a strong influence on economic
development and actively participating in community life through local events and philanthropic
activities.
Bottlers and customer
Bottlers are a critical local link. They sell our brands to busine sses and institutions
-retail chains, supermarkets, restaurants, small neighborhood grocers, sports and entertainment
venues, schools and colleges, among others. These customers, in turn, are where you go when
you want a Coke® or one of our other brands.
For each of our customers, providing the right mix of Company products and packages at the
right price is the foundation of mutual success. Local consumer tastes determine the brands and
package types a particular customer wants us to supply.
Bottlers in many countries offer tours of their facilities to schoolchildren and adultgroups.
Contact the local bottler in your region for more information on tours and other activities that our
bottlers sponsor.
Distribution Channel
The world’s most recognized trade mark and one of the largest nonalcoholic
beverage companies. In its distribution channel the main function is of bottlers and
the work of these bottlers are pre-decided. These bottlers have to follow the following steps:1. Ingredient delivery.
2. Washing & rinsing.
3. Mixing & blending.
4. Filling.
5. Capping.
6. Labeling.
7. Coding
8. Inspection.
34
9. Packaging
10. Warehouse & delivery.
Cold-drinks under the brand name of Coca-Cola
1.
2.
3.
4.
5.
6.
7.
8.
Thumps-up.
Sprite
Maaza
Coca-Cola
.Limca.
Fanta
Pulpy Orange
Minute maid
Coca-Cola gains over Pepsi in U.S. market share; soft drink industry
shows modest growth
Coca-Cola Co. in 2010 once again topped PepsiCo as the possessor of the most U.S. market
share. But, to make matters worse for Pepsi lovers, Diet Coke took second place from Pepsi,
pushing it to third place, according to data released Thursday by Beverage Digest, a publication
covering the non-alcoholic beverage industry.
Last year, Coke sold 1.59 billion cases for 17 percent of market share. Diet Coke sold 926.9
million cases for 9.9 percent of market share, edging out Pepsi, which sold 891.5 million cases
for 9.5 percent of market share,
Two diet brands -- Diet Mt. Dew and Diet Dr. Pepper -- posted volume growth rates in excess of
+5%. Diet Coke, though down -1%, moved ahead of regular Pepsi in the brand rankings and is
now the #2 brand. Pepsi's volume was down -4.8%. Beyond Diet Mt. Dew and Diet Dr Pepper,
four other top-10 brands posted volume growth: Dr Pepper, Sprite, Mt. Dew and Fanta. The two
big colas -- Coke and Pepsi -- continued to decline: Coke down -0.5% and Pepsi down -4.8%.
Pepsi fell below 1 bil cases in 2008, for the first time in decades. Just below the top-10, Coke
Zero grew +17.5% to 136.4 mil cases. It is the #11 brand, but it is still far from being a top-10
brand in this all-channel data.
35
Top-10 CSD Companies and Brands for 2010
2010
Rank Companies
1 Coca-Cola Co.
2 PepsiCo
3 Dr Pepper Snapple
4 Cott Corp.
5 National Beverage
6 Hansen Natural
7 Red Bull
8 Big Red
9 Rockstar
10 Private label and other
Total Industry
2010
Rank Companies
1 Coke(coke)
2 Diet coke(coke)
3 Pepsi-cola(PepsiCo)
4 Mt. Dew(PepsiCo)
5 Dr pepper(DPS)
6 Sprite(coke)
7 Diet Pepsi(PepsiCo)
8 Diet Mt Dew(PepsiCo)
9 Diet Dr Pepper (DPS)
10 Fanta(coke)
2010
Market Share
42.0
29.3
16.7
4.8
2.8
1.0
0.8
0.5
0.5
1.6
100.0
2010
Market Share
17.0
9.9
9.5
6.8
6.3
5.6
5.3
2.0
1.9
1.8
2009
Market Share
41.9
29.9
16.4
4.9
2.7
0.9
0.7
0.5
0.4
1.7
100.0
Share
Change
+0.1
-0.6
+0.3
-0.1
+0.1
+0.1
+0.1
flat
+0.1
-0.1
n/a
2009
Market Share
17.0
9.9
9.9
6.7
6.1
5.5
5.6
1.9
1.8
1.8
Share
Change
flat
flat
-0.4
+0.1
+0.2
+0.1
-0.3
+0.1
+0.1
flat
36
2010 Cases
(millions)
3928.6
2744.7
1562.8
452.2
261.1
95.6
76.8
50.7
44.5
147.5
9364.5
2010 Cases
(millions)
1590.0
926.9
891.5
633.3
592.0
525.5
498.2
187.5
174.5
170.5
Volume
% Change
-0.5%
-2.6%
+1.4%
-2.0%
+2.7%
+9.0%
+13.0%
+3.9%
+19.0%
-2.9%
-0.5%
Volume
% Change
-0.5%
-1.0%
-4.8%
+0.5%
+2.8%
+2.0%
-5.2%
+5.8%
+5.6%
+1.0%
To What Extent Is Coca-Cola Brand Image Responsible For Its Success?
Success in business can be defined through some articles before there are responsibilities for
success through Business Plans - Goal Setting - Leadership - Marketing – Motivational Personal Finance - Selling – followed by success.
Success can affect the coca-cola brand image is when determine how to satisfy customer n e e d s
by identifying a market mix, Determine the needs of their customers through market research,
analyze their competitive advantages to develop h i g h q u a l i t y b r a n d image and identifies
customer groups which a particular business can better serve than its target competitors.
Coca-cola brand image is responsible for its success, why is that; the 4ps of
marketing mix.
• Product and services
• Promotion
• Place
• Price
Products and Services Developing a highly specialized product or service, or providing a product-service package
containing unusually high-quality service.
Promotion Promotion strategies include advertising and direct customer interaction.
Price Higher prices mean lower volume however, a big business can often command
higher prices because of their service.
Place Small retailers should consider cost and traffic flow in site selection, especially
since advertising a low-cost, low-traffic location means spending more on advertising to build
traffic.
The nature of the product or service is also important in sitting decisions. Location is less a
concern for products or services that customers are willing to go out of their way to find. The
recent availability of highly segmented mailing lists, purchased from list brokers,
Magazines, or other companies, have enabled certain Coca-Cola businesses to operate from
any location. CocaCola has set out to become the world's number one consumer marketing
company by taking clear actions to differentiate...
37
CHAPTER II
ORGANIZATIONAL PROFILE OF THE COMPANY
38
Type
Public (NYSE: KO)
Founded
1892
Founder(s)
John Pemberton, Asa Candler
Headquarters
Atlanta, Georgia, U.S.
Area served
Worldwide
Key people
Muhtar Kent (Chairman and CEO)
Industry
Beverage
Products
Coca-Cola, Carbonated soft drinks
Water, Other Non-alcoholic beverages
Revenue
USD 35.119 Billion (2010)
Operating income
USD 8.449 Billion (2010)
Net income
USD 11.809 Billion (2010)
Total assets
USD 72.921 Billion (2010)
Total equity
USD 31.317 Billion (2010)
Employees
139,600 (2010)
Website
www.TheCocaColaCompany.com
39
The Coca-Cola Company (NYSE:KO) is the world’s largest beverage company, largest
manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the
world and is one of the largest corporations in the United States. The company is best known for
its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The CocaCola formula and brand was bought in 1889 by Asacandler who incorporated The Coca-Cola
Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly
400 brands in over 200 countries or territories and serves 1.5 billion serving each day.
The company operates a franchised distribution system dating from 1889 where The Coca –Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE
and is part of DJIA and S&P 500. Its current chairman is Muhtar Kent.
Brands
Some of the different brands are:














Barq’s
Coca-Cola
Dasani
Diet coke
Fanta
Fresca
Minute maid
Powerade
Pibb
Sprite
Thums up
Vault
Maaza
Limca
These are just a few as there are many other Coca-Cola Brands.
Coca-Cola History
In May 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta,
Georgia. John Pemberton to rename and rewrite the formula for his popular nerve tonic,
stimulant and headache remedy, “Pemberton’s French Wine Coca,” sold at that time by most, if
not all , of the city’s druggists.
40
So when the new Coca-Cola debuted later that year-still possessing “the valuable tonic and nerve
stimulant properties of the coca plant and cola nuts,” yet sweetened with sugar instead of winePemberton advertised it not only as a “delicious, exhilarating, refreshing and invigorating” sodafountain beverage but also as a ideal “temperance drink.” It is said coke was discovered when
DeLuise, a 19th century American soda jerk accidently hit the soda water spigot, adding
carbonated water to the syrup in the glass. The result was a "happy accident": the
invention of Coca-Cola.
Though Pemberton died just two years later - five months, in fact, after March 24, 1888, filing
for incorporation of the first Coca-Cola Co. - the trademark he and his partners created more than
one hundred years ago can claim wider recognition today than that of any other brand in the
world.
And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings in 1886
("nine drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton
Chemical Co.), is today called the world's most popular soft drink - accounting for billions of
servings at restaurants in 195 countries. As "a local pharmacist" who concocted the world's most
craved soft-drink syrup in a three-legged brass pot in his backyard.
“Dr. Pemberton never fully realized the potential of the beverage he created.” Indeed, while
Pemberton gets credit for the formula behind the Coca-Cola taste, he had capable successors in
AsaCandler Robert Woodruff and Roberto Goizuete – men who built the product and the
company into icon of pleasure and profit.
Pemberton actually remained more interested in expanding the market for French Wine Coca, a
product based on the formula for another extremely popular Coca-based beverage, Vin Mariani,
which had been developed in Paris in 1863. So when Atlanta’s prohibition act was repealed in
1887, only a year after its passage, Pemberton resumed the manufacture and sale of his original
patent medicine, leaving his son Charles to oversee the production of Coca-Cola.
Although Pemberton may have envisioned a future for his soft-drink creation- enticing six
Atlanta businessmen to invest in start-up Coca-Cola enterprise for reasons that remain a mystery
he soon began selling his interest in the formula.
Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted
Coca-Cola into the following letters which has become famous logo of today. The soft drink was
first sold to the public at the soda fountain in Jacob’s Pharmacy in Atlanta on May 8, 1886.
About nine servings of the soft drink were sold each day. Sales for that first year added up to a
total of about up to a total of about $50. The funny thing was that it cost John Pemberton over
$70 in expenses, so the first year of sales were a loss. Until 1905. The soft drink, marketed as a
tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.
41
By the late 1890s, Coca-Cola was one of America's most popular fountain drinks. With another
Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-Cola Company increased syrup
sales by over 4000% between 1890 and 1900. Advertising was an important factor in Pemberton
and Candler’s success and by the turn of the century, the drink was sold across the United States
and Canada. Around the same time, the company began selling syrup to independent bottling
companies licensed to sell the drink. Even today, the US soft drink industry is organized on this
principle.
THE WORLD’S MOST POWERFUL BRAND
Interbrand’s Global Brand Scorecard for 2007 ranked Coca-Cola the #1 Brand in the World. The
ranking’s methodology determined a brand’s valuation on the basis of how much it was likely to
earn in the future, distilling the percentage of revenues that could be credited to the brand, and
assessing the brand’s strength to determine the risk of future earnings forecasts. Considerations
included market leadership, stability, and global reach, incorporating its ability to cross both
geographical and cultural borders. From the beginning, Coke understood the importance of
branding and the creation of a distinct personality. Its catchy, well-liked slogans (“It’s the real
thing” (1942, 1969), “Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the
Feeling” (1987), and a 1992 return to “Can’t beat the real thing”) linked that personality to the
core values of each generation and established Coke as the authentic, relevant, and trusted
refreshment of choice across the decades and around the globe.
INTERBRAND’S GLOBAL BRAND SCOREBOARD
2007
BRAND
RANK
2006
BRAND
RANK
CHANGE
IN
RANK
BRAND NAME
2006
BRAND
VALUE
COCA-COLA
2007
BRAND
VALUE
$M
65324
COUNTRY
67000
CHANGE IN
VALUE FROM
PRE YEAR (IN
%)
-3
1
1
0
2
2
0
MICROSOFT
58709
56926
3
U.S.
3
3
0
IBM
57091
56201
2
U.S.
4
4
0
GE
51569
48907
5
U.S.
5
6
1
NOKIA
33696
30131
12
FINLAND
6
7
1
TOYOTA
32070
27941
15
JAPAN
7
5
-2
INTEL
30954
32319
-4
U.S.
8
9
1
McDonald’s
29398
27501
7
U.S.
9
8
-1
DISNEY
29210
27848
5
U.S.
10
10
0
MERCEDES-BENZ
23568
21795
8
GERMANY
42
U.S.
COKE IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its
formula to the government and reduces its equity stake as required under the Foreign Exchange
Regulation Act (FERA) which governed the operations of foreign companies in India. After a
16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that
gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted
brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing,
bottling, and distribution assets but also strong consumer preference. This combination of local
and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends
in tastes while also tapping into traditional domestic markets. Leading Indian brands
joined the Company's international family of brands, including Coca- Cola, diet Coke,
Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley
water brand and in 2001, Shock energy drink and the powdered concentrate Sun fill hit the
market.
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of t h e
country’s top international investors. By 2003, Coca-Cola India had won the prestigious
Woodruff Cup from among 22 divisions of the Company based on three broad parameters of
volume, profitability, and quality.
Coca-Cola India’s growth story continued in the second quarter of 2010. Its unit case volume
grew by 22 per cent in the quarter (April-June), the 16th continuous quarter of such growth, of
which 13 quarters have had double-digit growth. Atul Singh, President and CEO, Coca-Cola
India and South West Asia, said: “We are seeing strong growth across our portfolio, both in
sparkling and in stills. Brand Coca-Cola, too, registered strong growth during the same quarter.
We plan to continue our investments to build the health of our brands, fuelled by world-class
marketing and innovation.”
Marketing Cola in India: Effect of Pepsi
The post-liberalization period in India saw the comeback of cola but Pepsi had already beaten
Coca-Cola to the punch, creatively entering the market in the 1980’s in advance of liberalization
by way of a joint venture. As early as 1985, Pepsi tried to gain entry into India and finally
succeeded with the Pepsi Foods Limited Project in 1988, as a JV of PepsiCo, Punjab
government-owned Punjab Agro Industrial Corporation (PAIC), and Voltas India Limited. Pepsi
was marketed and sold as Lehar Pepsi until 1991 when the use of foreign brands was allowed
under the new economic policy and Pepsi ultimately bought out its partners, becoming a fullyowned subsidiary and ending the JV relationship i n 1994. While the joint venture was only
marginally successful in its own right, i t allowed Pepsi to gain precious early experience with
the Indian market and also served as an introduction of the Pepsi brand to the Indian consumer
such that it was well-poised to reap the benefits when liberalization came. Though Coke
benefited from Pepsi creating demand and developing the market, Pepsi’s head-start gave Coke a
disadvantage in the mind of the consumer. Pepsi’s appeal focused on youth and when Coke
43
entered India in 1993 and approached the market selling an American way of life, it failed to
resonate as expected.
WHY COCA-COLA LEFT INDIA IN 1977?
A trade secret is any information that allows you to make money because it is not generally
known. A trade secret could be a formula, computer program, process, method, device,
technique, pricing information, customer lists or other non-public information. If the economic
value of a piece of information relies on it being kept private, it could be a trade secret.
One of the most famous examples of a trade secret is the formula of Coca-Cola. The formula,
also referred to by the code name “Merchandise 7X,” is known to only few people within the
company and kept in the vault of a bank in Atlanta, Geogia. The individuals who know the secret
formula have signed non-disclosure agreements, and is rumored that they are not allowed to
travel together. In the past, you could not buy Coca-Cola in India because Indian law required
that trade-secret information be disclosed. In 1991, India changed its law regarding trademarks,
and Coca-Cola can now be sold in that country.
Trade secrets are very different from patents, copyrights and trademarks. While patents and
copyrights require you to disclose your information in the application process (information that
eventually becomes public), trade secrets require you to actively keep the information secret.
Trade-secret protections can potentially lat longer than that of patents (20 years) and copyrights
(100 years).
Some of the ways to protect a trade secret are as follows:
•
•
•
•
•
Restrict access to the information (lock it away in a secure place, such as a bank vault).
Limit the number of people who know the information.
Have the people who know the trade secret agree in writing not to disclose the
information (sign non-disclosure agreements).
Have anyone that comes in contact with the trade secret, directly or indirectly, sign nondisclosure agreements.
Mark any written material pertaining to the trade secret as proprietary.
Trade secrets remain valid only as long as no one else has discovered the information
independently; the information has not been made public (by employees or published literature)
nor discovered by working backward from the original product/process or publicly observing the
product/process. If the trade secret is revealed in violation of a non-disclosure agreement, you
can sue for damages. However, once the secret is revealed, it is hard to get the trade-secret status
resumed. Trade secrets are protected under many state laws, Federal statutes and some
international laws.
44
FURTHER DEVELOPMENT OF THE DRINK
The Coca-Cola Company started out as an insignificant one man business and over the last one
hundred and ten years it has grown into one of the largest companies in the world. The first
operator of the company was Dr. John Pemberton and the current operator is Roberto Goizueta.
Without societies help, Coca-Cola could not have become over a 50 billion dollar business.
Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the
formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a combination
of lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the fabulous beverage
(Things go better with Coke 14).Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's
Pharmacy, as a five cent non- carbonated beverage.
Name and logo:
Later on, the carbonated water was added to the syrup to make the beverage that we know today
as Coca-Cola. Coca-Cola was originally used as a nerve and brain tonic and a medical elixir.
Coca-Cola was named by Frank Robinson, one of Pemberton's close friends; he also penned the
famous Coca-Cola logo in unique script.
Sale of coke:
Dr. John Pemberton sold a portion of the Coca-Cola Company to Asa Candler, after Pemberton's
death the remainder was sold to Candler. Pemberton was forced to sell because he was in a state
of poor health and was in debt. He had paid $76.96 for advertising, but he only made $50.00 in
profits. Candler acquired the whole company for $2,300 (Coca-Cola multiple pages).
Candler achieved a lot during his time as owner of the company. On January 31, 1893, the
famous Coca-Cola formula was patented. He also opened the first syrup manufacturing plant in
1884. His great achievement was large scale bottling of Coca-Cola in 1899. In 1915, The Root
Glass Company made the contour bottle for the Coca-Cola Company.
AGGRESSIVE MARKETING THE ONLY KEY:
Candler aggressively advertised Coca-Cola in newspapers and on billboards. In the newspapers,
he would give away coupons for a free Coke at any fountain. Coca-Cola was sold after the
Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert
Woodruff, who would be president for six decades. Robert Woodruff was an influential man in
Atlanta because of his contributions to area colleges, universities, businesses and organizations.
When he made a contribution, he would never leave his name, this is how he became to be
known as "Mr. Anonymous."
Woodruff introduced the six bottle carton in 1923. He also made Coca-Cola available through
vending machine in 1929, that same year, the Coca- Cola bell glass was made available. He
started advertising on the radio in the 1930s and on the television in 1950.Currently Coca-Cola is
advertised on over five hundred TV channels around the world. In 1931, he introduced the Coke
45
Santa as a Christmas promotion and it caught on. Candler also introduced the twelve ounce Coke
can in 1960. The Coca-Cola contour bottle was patented in 1977. The two litre bottle was
introduced in 1978, the same year the company also introduced plastic bottles (Coca-Cola
multiple pages).
Woodruff did have one dubious distinction; he raised the syrup prices for distributors. But he
improved efficiency at every step of the manufacturing process. Woodruff also increased
productivity by improving the sales department, emphasizing quality control, and beginning
large-scale advertising and promotional campaigns. Woodruff made Coke available in every
state of the Union through the soda fountain. For all of these achievements he earned the name,
"The Boss"
Beliefs
There is much in our world to celebrate, refresh, strengthen and protect. The Coca-Cola
Company is a vibrant network of people, in over 200 countries, putting citizenship into action.
Through our actions as local citizens, we strive every day to refresh the marketplace, enrich the
workplace, protect the environment and strengthen our communities. We are a local employer,
with responsibility to enable our people to tap into their full potential; working at their
innovative best and representing the diversity of the world we serve. We are an investor in local
economies and a driver of marketplace innovation, with a responsibility to act as a good steward
of our natural environment. And we are a local citizen, understanding our responsibility to
contribute to an improved quality of life in our communities.
Leadership
E. Neville Is dell’s leads The Coca-Cola Company into the new century with a firm commitment
to the values and spirit of the world's greatest brand. He was named chairman and chief
executive officer in June 2004 and is the 12th chairman of the Board in the history of the
Company.
Under Neville Is dell’s leadership, we have positioned The Coca-Cola Company for growth,
guided by our mission to provide branded beverages that refresh people around the world,
anywhere, anytime, everyday. A talented and highly experienced worldwide management team
coordinates our new, nimble and entrepreneurial network.
Manifesto For Growth
The Coca-Cola Company is on a journey. It is a bold journey, inspired by our simple desire for
sustainable growth, and fueled by our deep conviction that collectively we can create anything
we desire.
At its inception, the foundation for this journey has been termed Our Manifesto for Growth. Our
Manifesto represents the beginning of a journey which, in fact, will never end. It is a foundation
upon which we will build sustainable growth as each and every member of the Coca-Cola
46
system recognizes and invests in our rich long-term opportunities, while also accepting a
renewed responsibility for meeting our short-term commitments.
The goals are simple: We will reinvigorate growth for our Company, and we will inspire our
people. Likewise, our strategy is simple: We will accomplish our goals by building a portfolio of
branded beverages, anchored in our icon, Coca-Cola®, and by enabling superior market
execution globally and locally -- aligning and leveraging the power of our global network.
Ultimately, this journey will be propelled by unleashing the collective genius of our organization
that will make sustainable growth a reality. We take this journey because it is in our very nature
to innovate, create and excel.
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 nearly 400 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.
We bring refreshment to people in over 200 countries. Here are brief descriptions of
our business in some of those locations -- information about our local history, brands, bottling
operations, community involvement, and other initiatives.
AWARDS:
Diversity
•
Top 100 Companies Providing Most Opportunities for Hispanics,
Hispanic Magazine (2008)
•
Top 50 Corporations for Supplier Diversity,
Hispanic Trends (2008)
•
Corporate Social Responsibility Award, National Puerto Rican Coalition (2007)
•
Top 50 Corporations for Supplier Diversity, Hispanic Trends (2007)
•
America's Top Family Friendly Companies, Vista Magazine (July issue, 2006)
Environment
•
Jilin COFCO Coca-Cola Beverages Co., Ltd. in China named Jilin Environment Friendly
Enterprise (2008)
47
•
Pollution Control Award 2005-2006, Coca-Cola India Patna Unit, Bihar State
Pollution Control Board (June 2008)
•
Golden Peacock Environment Management Special Commendation Award, World
Environment Foundation (June 2008),
•
Environmental Award, Coca-Cola Korea Bottling Company, Minister
of Environment, (June 2008)
•
Social reporting transparency, Roberts Environmental Center (January 2008),
•
Harbin Coca-Cola Beverages Co., Ltd. in China awarded Outstanding Environment Protection
Unit (2007)
Company
•Best Employer of the Year, Polish students community (June 2008)
•Citizenship efforts, Committee for Economic Development (June 2008)
•International Supplier of the Year, Wal-Mart (May 2008)
•China's Best Corporate Citizen Conduct Award, 21st Century Business Herald (December
2007)
•Best Corporate Citizen, China's Ministry of Civil Affairs (November 2007)
Brands
• Coca-Cola ranked #3, Best Brand Poll, Harris Interactive (June 2008)
• Coca-Cola among Top 10 Socially Responsible Brands, Alloy Media + Marketing
(ranked by U.S. college students) (June 2008)
• Coca-Cola Singapore’s Heaven and Earth Revita White Tea 300-ml packaging design received
"Best in Show" honors at 11th annual Beverage Package Design Awards
• Coca-Cola and BonAqua awarded "Best product of the year" in "soft drinks" a n d “water"
categories respectively by the National Trade Association of Russia (2007)
• Kiwi Blue Pure Spring Water received silver in packaging category at 2007 Summit Creative
Awards in Portland, Oregon
•Schweppes ranked as most trusted and Coca-Cola as second most trusted soft drink in New
Zealand (Readers Digest survey, 2007)
48
Advertising
•Coca-Cola, Coca-Cola Zero ads win awards at Cannes Festival
•U.K. daily gives Coca-Cola Zero "Star Choice" Award
•U.K. football campaigns honored by sports marketing industry
•Coca-Cola Ramadan television commercial ("One Promise") received Gold Award for Best
Cinematography, Best Production Design and Best Costume Design, and Bronze Award for Best
TV Commercial (10th Malaysian Video Awards, December 2007)
•The Coca-Cola Company recognized as Best Advertiser in Iberoamérica (El Ojo de
Iberoamérica Advertising Award, 2007)
•Australian sales promotion "Cash in Your Coke" received Gold Award for Best
Useof Advertising in a Promotion (Australasian Promotion Marketing Awards of Excellence,
2007)
COCA-COLA SLOGANS FROM 1886 – 2011

1886 - Drink Coca-Cola.

1904 - Delicious and refreshing.

1905 - Coca-Cola revives and sustains.

1906 - The great national temperance beverage.

1908 - Good til the last drop

1917 - Three million a day.

1922 - Thirst knows no season.

1923 - Enjoy life.

1924 - Refresh yourself.

1925 - Six million a day.

1926 - It had to be good to get where it is.

1927 - Pure as Sunlight

1927 - Around the corner from anywhere.

1928 - Coca-Cola ... pure drink of natural flavors.

1929 - The pause that refreshes.

1932 - Ice-cold sunshine.

1937 - America's favorite moment.

1938 - The best friend thirst ever had.
49

1938 - Thirst asks nothing more.

1939 - Coca-Cola goes along.

1939 - Coca-Cola has the taste thirst goes for.

1939 - Whoever you are, whatever you do, wherever you may be, when you think of
refreshment, think of ice cold Coca-Cola.

1941 - Coca-Cola is Coke!

1942 - The only thing like Coca-Cola is Coca-Cola itself.

1944 - How about a Coke?

1945 - Coke means Coca-Cola.

1945 - Passport to refreshment.

1947 - Coke knows no season.

1948 - Where there's Coke there's hospitality.

1949 - Coca-Cola ... along the highway to anywhere.

1952 - What you want is a Coke.

1954 - For people on the go.

1956 - Coca-Cola ... makes good things taste better.

1957 - The sign of good taste.

1958 - The Cold, Crisp Taste of Coke

1959 - Be really refreshed.

1963 - Things go better with Coke.

1966 - Coke ... after Coke ... after Coke.

1969 - It's the real thing.

1971 -I'd like to buy the world a Coke. (basis for the song I'd Like to Teach the World to
Sing)

1974 - Look for the real things.

1976 - Coke adds life.

1979 - Have a Coke and a smile

1982 - Coke is it!

1985 - America's Real Choice

1986 - Catch the Wave

1989 - Can't Beat the Feeling.

1991 - Can't Beat the Real Thing.

1993 - Always Coca-Cola.
50

2000 - Enjoy.

2001 - Life tastes good. (also used in the UK)

2003 - Real.

2005 - Make It Real.

2006 - The Coke Side of Life (used also in the UK)

2007 - Live on the Coke Side of Life (also used in the UK)

2009 - Open Happiness

2010 - Twist The Cap To Refreshment

2011 - Life Begins Here
PRODUCTS
NAME
GLASS
PET
CAN
THUMPS UP
200ml,300ml
600ml,1.2lit,
2lit
330ml
COKE
200ml,300ml
600ml,1.2lit,
2lit
330ml
FANTA
200ml,300ml
600ml,1.2lit,
2lit
330ml
LIMCA
200ml,300ml
600ml,1.2lit,
2lit
330ml
SPRITE
200ml,300ml
600ml,1.2lit,
2lit
330ml
MAAZA
250ml
1lit
Tetra pack
51
The SWOT analysis is been done on The COCA COLA Company and following things has been
preferred in terms of company.
STRENGTHS
•
Popularity
•
Well known
•
Branding obvious and easily recognized
•
A lot of finance
•
Customer loyalty
•
International trade
WEAKNESS
•
Word of mouth
•
Lack of popularity of many coca cola’s brands
•
Most unknown and rarely seen
•
Result of low profile or non-existent advertising
•
Health issues
52
OPPORTUINITIES
•
Many successful brands to pursue
•
Advertise its less popular products
•
Buy out competition
•
More brand recognition
THREATS
•
Changing health-consciousness attitude
•
Legal issues
•
Competition
Strengths: - Coca Cola is an extremely recognizable company. Popularity s one of its superior
strengths that is virtually incomparable. Coca Cola is known very well worldwide. It’s branding
is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and
collectible memorabilia. Without a doubt, no beverage company compares to Coca Cola’s social
popularity status. Some people buy coke not only because of its taste, but because it is widely
accepted and they feel like they are part of something so big and unifying. At the other end of the
spectrum, certain individuals choose not to drink coke, based solely on rebelling from the
world’s idea that coke is something of such greater power. Overwhelming is the best word to
describe Coca Cola’s popularity. It is scary to think that its popularity has been constantly
growing over the years and the possibility that there is still room to grow. If you speak the words
“Coca Cola”, it would definitely be recognized all around the world. Money is another thing that
is strength of the company. Coca Cola deals with massive amount of money all year. Another
strength that is very important to Coca Cola is customer loyalty. The 80/20 rule comes into effect
in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many
people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles
and cases of a product such as coke in a house. It seems that some people would drink coke
religiously like some people would drink water and milk. With Coca Cola’s to sell their product
all over the world, customers will continue to buy what they know and what they like... Coca
Cola products.
Weaknesses: - Coca Cola is a very successful company, with limited weaknesses. However
they do have a variety of weaknesses that need to be addressed if they want to rise to the next
level. Word of mouth is probably a strength and weakness of every company. While many
people have good thing to say, there are many individuals who are against Coca Cola as a
company, and the product in which they produce. Word of mouth unfortunately is something that
is very hard to control. Another aspect that could be viewed as a weakness is the lack of
popularity of many Coca Cola drinks. Many drinks that they produce are extremely popular such
53
as Coke and sprite but this company has approximately 400 different drink types. Most are
unknown and rarely seen for available purchase. These drinks do not probably taste bad, but are
rather a result of low profile or nonexistent advertising. Another weakness that has been greatly
publicized is the health issues that surround some of their products. It is known that a popular
product like Coke is not very beneficial to our body and our health. With today’s constant shift to
health product, some products could possibly loose customers. This new focus on weight and
health could be a problem for the product that are detrimental to our health.
Opportunities: - Coca Cola has a few opportunities in its business. It has many successful
brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to
advertise its less popular products. With a large income it has the available money to put some of
these other beverages on the market. This could be very beneficial to the company if they could
start selling these other products to the same extent that they do with their main products. Other
opportunities that we have seen being put to use before is the ability for Coca Cola to buy out
their competition. This opportunity rarely presents itself in the world of business. However, with
Coca Cola’s power and success, such a task is not impossible.
Threats: - Despite the fact that Coca Cola dominates its market, it still has to deal with many
threats. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the
changing health-consciousness attitude of the market could have a serious effect on Coca Cola.
This definitely needs to be viewed as a dominant threat. In today’s world, people are constantly
trying to change their eating and drinking habits. This could directly affect the sale of Coca
Cola’s product. Another possible issue is the legal side of thing. There are always issues with
company of such supreme wealth and popularity. Somebody is always trying to find fault with
the best and take them down. Coca Cola has to be careful with lawsuits. Other threats are of
course the competition. Coca Cola’s main competition being Pepsi, sells a very similar drink.
Coca Cola needs to be careful that that Pepsi does not grow to be a more successful drink. Other
product such as juices, coffee, and milk are threats.
54
CHAPTER III
PRESENTATION OF DATA AND ANALYSIS
55
RESEARCH METHODOLOGY
UNIVERSE
The universe is the entire group of items in the Darbhanga.
SAMPLE SIZE
Sample size refers to the number that has been collected from the universe to conduct a survey.
A group of 250 respondents were selected randomly based on convenience and accessibility.
TYPE OF DATA
The approach to sourcing information for the “Coke Market Survey” Is primarily by informal
Communications and interviews with participants in the coke market, i.e. consumers, traders and
producers in all parts of the world.
Sources of information will include:
•
•
•
•
Statistical data on production and demand from industry associations and producers
Conference papers and company information
Trade data were available
Interviews with key industry participants
Primary Data
It is better to go for primary data i.e. for the first hand Information. This survey was followed by
using the primary data collection method followed this survey. For collecting the data we
followed the Questionnaire method.
SAMPLING TECHNIQUE
As the universe is quite large so a relatively small group of individuals selected are able to
represent the whole universe. In my project I Followed the simple random sampling, every
elements of the universe was given an equal chance of being selected
SAMPLING UNIT
Consumers of cold drink in Darbhanga
INTERPRETATION
Out of 250 people 45% consume cold drink twice in a week, 33% occasionally &
22%more than twice in a week
56
INTERPRETATION
In the given sample size 25% people prefer thumps-up,20% fanta, 18% cocacola,17%limca,15%sprite &5%maaza.
INTERPRETATION
Out of sample 65% people prefer drink due to its taste, 25% due to brand &10% due
to its packing.
57
INTERPRETATION
Out of sample 42% people prefer plastic bottles, 38%people glass bottles &20% tin packing
INTERPRETATION
Out of 250 people 48% people think 500ml is better, 34% prefer 250ml &18% prefer 1 lit.
58
INTERPREATION
Out of 250 people 72% people are satisfied with the service of shops or agency and
28%people are not satisfied.
ANALYSIS
1. Under the brand name of coca-cola most of the people prefer Thumps-up due to its better
taste. It is too strong so it satisfies them more & it also contain proper amount of soda.
2. People prefer Maaza less than any other drink of the same brand as it is very sweet in
taste & contains less soda .It taste more like a juice than a cold drink
3. So, Maaza is famous among the people as a drink for children, where as thumps-up is
preferred by everyone due to its hardness.
1. Do you think advertisement increases demand for a product?
Findings: Agree
50%
Strongly Agree
36%
Neutral
14%
59
Graph
Analysis:
The percentage of people who agreed was 50%. They think that advertisement increases demand
for a product. 36% people strongly agreed, while at the same time 14% were neutral.
Interpretation:
On the basis of the analysis, we interpret that demand is totally based on advertisement and the
behavior of consumers also depends on AD, most of the consumers buy things because of
advertisement.
2. Which advertisement of a particular product you like the most?
Findings:
Coke
Cadbury
Pepsi
Slice
Colgate
Pears
Aadidas
Tajmahal
52%
12%
16%
1%
1%
1%
1%
16%
60
Graph:
Analysis:
When we asked the customers which advertisement did they like most-52% of the respondents
say “THANDA MATLAB COCA-COLA” and Pepsi gets 16%, Tajmahal gets 16%,
1% goes to each of the Slice, Colgate, Pears & Adidas and Cadbury gets 12%.
Interpretation:
Keeping in view the above analysis it can be interpreted that COKE because of its PUNCH LINE
occupied a greater percentage of respondents’ mind. Similarly for other mentioned products,
percentage wise which thereby shows that the particular advertisement is on tip of their tongue,
which strongly denote Increase in demand.
3. How far are you influenced by the AD to buy a particular product of your choice?
Findings: 50%
12 respondents
More than 50%
22 respondents
Less than 50%
10 respondents
100%
06 respondents
61
Graph:
Analysis:
The respondents respond that they are influenced to buy a particular product to an extent more
than 50% while at the same time there were people with an opinion less than 50%.
Interpretation:
In the above mentioned analysis, the general perception of the respondents was that Ads did
influence them to buy particular products. This leads us to interpret that the buying decision of a
particular respondent depends on the advertisement.
4. Were you BUYING or are you going to buy the product shown in the advertisement?
Graph
62
Analysis:
We analyze that about 80% of the respondents bought the products as shown in the
advertisement and at the same time were willing to buy the product keeping aside 20%
of the respondents who showed their denial.
Interpretation:
After the analysis conducted, we interpreted that advertisements played a crucial role towards
buying decision of the respondent which reflects that they are strongly influenced to buy the
product of their choice as shown in the advertisement.
5. How much percentage would you advocate to advertising in buying decision?
Findings
50%
15 respondents
60%
20 respondents
10%
18 respondents
40%
07 respondents
Graph
Analysis:
On the basis of Questionnaire, we analyze that 20 respondents give 60% to advertising in
buying decision, 18 respondents give 70%, 15 respondents give 50% and 7
respondents give 40% to advertising in buying decision.
63
Interpretation:
As per the views of the respondents, we perceive that advertisement plays a significant role and
it governs the buying decision of the respondents.
5. Advertisement MAY / MAY NOT influence purchase decision of consumer.
Findings:
MAY
MAY NOT
80%
20%
Graph
Analysis:
Viewing the percentage of respondents, we analyzed that advertisement may influence purchase
decision of consumers.
Interpretation:
Based on the above analysis, we interpreted that yes, advertisement does influence the purchase
decision of consumers which is relevant to the fact that the respondents go for buying a particular
product of their choice and that choice hits their mind when they view couple of advertisement.
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LIMITATIONS
It is always true that there is no end to learning and experimentation, similarly we can
never conclusively say that a study is complete. This study could also have been more
comprehensive but due to paucity of time, the number of samples and questions both were
limited to a certain extent. Still the results deduced from the study are well supported by the data
available. There are various limitation of the study:
•The data gathered over the entire span of this project may not be completely accurate
due to the unpredictability of human nature and non-cooperative nature of respondents.
•A short time-frame of only 50 days might not be enough to yield the desired results that were
envisioned during the commissioning of this project.
•The results would had been better reflected if the study would had covered other
locations across the country.
•More representation from several departments at all levels would had given a good mix to the
respondents pool.
•Since a convenience sample was sought, many potential respondents may have been missed.
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CHAPTER IV
FINDINGS, CONCLUSIONS AND SUGGESTIONS
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FINDINGS
• Coca-cola India’s biggest growth has come from Kinley, its packaged water.
•Coca-cola continues to re-affirm its commitment to India through active “Citizenship Efforts.”
All its plants in India partner with local NGOs to alleviate local community issues in numerous
small ways. It boasts of impeccable credentials on quality
•No regular visits to the outlets
•No standard rates in the market.
•Outlets don’t have knowledge about the schemes provided by coca-cola.
Problem faced by retailers:
•No sign board, flexi board & paintings.
•Lack of two way communication.
•Less supply of variants.
Other findings:
RED IMPROVEMENT: making the dealers awa re with the brand order and the
purity will help us in maintaining RED, encouraging them to buy Ice boxes to keep the purity
of our coolers will add to our efforts. Basically dealers are not aware of the brand order wended
to educate them in order to help ourselves .UTC plan could not create that buzz in the two
markets. Problem what consumer faced is the method of messaging; moreover the sms
had a cost. Very few people received some talk time so that discouraged the customers in
short the scheme could not do that well that it done in the past years with similar kind of
schemes.
Labour and salesmen need both the information and the motivation:
They both do not feel attached to a World class number one brand company, some moral
boosting and motivating activity should be done for example:
- addressing him in front of all salesmen for last day’s performance
-citing him as an example to others
.-address his commitment and effort
-maintaining a performance board in the depot and months top performers photo should be
placed there.
-talking to him, listen to his problems and motivate them.
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RIGHT BALANCE IS NEEDED TO MANAGE MOBILE WORK
FORCEAND THE GROWTH OF FIRM.
•Entrepreneur cannot afford to deliver daily all his time to labour or else his focus will shift and
will not be able to take his business to the next level.
•Need of good HR practice & IT tools.
•For e.g. Mother dairy’s van are IT enabled , and manager keeps a track of all the
vehicle from his laptop , this keeps the labour in check and he sees the penetration by merely
sitting in his office.
COMMON PROBLEM WITH LABOURS
1. Absenteeism
2 . Low productivity
3. Irregular Behavior pattern
Coke faces following problems
1. Proper education
2. Motivation
3. Thefts & cheats
4. Manipulation
5. Work load
SEVEN RULES FOR MANAGING A MOBILE WORK FORCE:
1. Update your management style.
2. Put everyone on the same page.
3. Give limited access.
4. Work on the glue but stay vigilant
5. Using HR and IT tools.
6. Keep tools up-to-speed
7. Measure productivity and not the activity.
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CONCLUSION
Brand development strategy of Coca Cola has been far reaching and has managed to remain in
the limelight ever since it became a favorite with the non alcoholic drinkers.
It has been noticed that brand loyalty is an important factor in maintaining the number one
position. The article below suggests the various brand building techniques of the company.
Founded in the year 1886, the Coca Cola Company enjoys the status of being one of the biggest
non alcoholic beverage companies of the world. It has a distribution system, which makes it
unique from the rest of the non alcoholic beverage manufacturers. Over the years, Coca Cola has
passed several tests of brand enhancement and the company makes it a point that the products
under the banner Coca Cola continue to invade the minds of the consumers.
The brand development strategy of Coca Cola comprised redesigning of its brand development
policies and techniques to keep up with the changing mindset of its consumers. Earlier, this
brand believed in the following:
•Affordability
•Availability
•Acceptability
However, this brand development strategy of Coca Cola was re worked to stress on the following
instead:
•Price value
•Preference
•"Pervasive penetration”.
The essence of brand building of the company lies in the fact that it wants its consumer’s
accessibility to be "within an arm's reach of desire". In an attempt to build its brand identity, as
many as 20 brand attributes are tested every month involving as many as 4000customers. The
brand development strategy of Coca Cola is effective as it has been able to construct, manage as
well as maintain its brand image since yesteryears.
Another reason why this brand has gained unanimous acceptance all around the globe is due to
the fact that it has been able to connect very well with its consumers. This implies brand loyalty.
Brand loyalty has been instrumental in keeping up the brand image of Coca-Cola. It believes in
shelling out the best so that the consumers are retained by default. Apart of the brand building
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technique is also to enhance "purchase frequency". The company has also invested in various
advertisement campaigns often engaging the services of celebrities around the globe. In addition
to the consumers, there is another category of consumers, who increase the consumer base and
they constitute the collectors of the brand. The collectors usually indulge in collecting old as well
as upcoming logos of Coca Cola, bottles and literary matter. With regard to the brand
development of Coca Cola Zero, the company came out with an advertisement, which was quite
different from the conventional ones. In this regard, (no calorie beverage), it has shelled out three
types of products.
•Coca Cola Classic
•Diet Coke
•Coca Cola Zero.
There are few experts who believe that when Coca Cola had the tag line of "The Real Thing", it
was really that but with the invention of various categories of coke, the "real thing" changes to
"many things", and the original flavor is usually lost. Hence, the brand building strategies should
be such that it does not confuse people and is able to retain consumers despite the fact that
several new non alcoholic beverage firms are on the anvil.
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SUGGESTION/RECOMMENDATION
1. Attempts should be made to increase the advertisements by providing the retailers with proper
banners.
2. Regular checks of the glow signs and small boards should be placed at the shops.
3. Hoardings should be placed at most visible area.
4. The company personnel’s should visit the outlets to know about the feedbacks of retailers.
5. The company visit should also be made to check the status of proper supply chain
management.
6. Periodical meets should be organized to know the retailers and their needs.
7. Load out should be made according to the route in which the vehicle is going. Load out need
not be uniformed for all route. This ensures the availability of some particular SKU’s in more
quantity which is essential for that specific route.
8. Any complain regarding the non working of the fridge and other company related products
should be attended to as soon as possible for retailer satisfaction, thereby developing a long
lasting relationship with the retailers.
9. Restaurants and other similar outlets should be insisted to keep visi cooler at the point of sale,
so that it results in more product version.
10. Should work on grocery and convenience store as their market shares are low. They are the
most unsatisfied retailers because of less supply of product variants.
11. Expect of discount in monetary terms, we should give offer like on 10 bottles, 1 or 2 bottles
free.
12. Publicity of some brands should be done as a drink of every age group .e.g. Maaza.
13. The quantity of sugar as well as mango juice should be reduced.
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ANNEXURE
72
QUESTIONNAIRE
Dear Madam/Sir,
I, Nishant Jha, an MBA student pursuing my course from IMED, BVU, PUNE. As a part of my
curriculum I am undergoing summer training at coco-cola, Darbhanga. Please give your
views/opinions in the space provided below. The information provided by you will be
kept highly confidential& will be used by me strictly for an analysis only.
Name:__________________________________
Age:___________________________________
Contact no.:_____________________________
Occupation:_____________________________
Q.1. How many times you consume a cold drink in a week?
(i) Occasionally ( )
(ii) twice ( )
(iii) more than twice.( )
Q.2 which drinks you will prefer under the brand name of coca cola?
(i)Thumps-up ( ) (ii) Limca ( ) (iii) Maaza ( )
(iv) Sprite ( )
(v) Coca cola ( ) (vi) Fanta
Q.3 Why you prefer the same drink?
(i) Taste ( ) (ii) Brand name ( )
(iii) Packing ( )
Q.4 Which packs you like most?
(i) Glass Bottles ( ) (ii) Plastic Bottles ( ) (iii) Tin packing ( )
Q.5 Which quantity you think is most convenient?
(i) 300ml ( ) (ii) 600ml ( ) (iii) 1.25 liter ( )
Q.6 Among the above, which drink you dislike most and why?
Ans.______________________________________________________
Q.7 Which other thing you like to be added in your favorite drink?
(i) More taste ( ) (ii) More cheap ( ) (iii) More attractive packing
(iv) More offers or schemes ( )
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Q.8 Are you satisfied by the services provided by agency or shops?
(i) Yes ( ) (ii) No ( )
Q.9 If no, then what problem you face?
Ans.
_____________________________________________________
Q.10 Your suggestions
Ans.___________________________________________________________ ______________
_____________________________________________ ________________________________
________________________ _____________________________________________________
______
Thanks for your co-operation!
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BIBLIOGRAPHY
The relevant information for the Project has been taken from:
Websites Referred:
(1) Coca-colaindia.com
(2) Cocacola.com
(3) Google.com
Books Referred:
(1) Canadian Fourth Edition, MARKETING MANAGEMENT Analysis, Planning And ControlPhilip Kotler and Ronald E. Turner.
(2) Kotler, Phillip & Turner, Ronald.E; Marketing Management - Analysis, Planning And
Control; Canadian Fourth Edition, Pearson Publication
(3) Coca-Cola India Handbook - Coca-Cola Beverages Pvt. Ltd (4) Sales Presenter Guide –
Coca-Cola Beverages Pvt. Ltd
(4) Sales Presenter Guide – Coca-Cola Beverages Pvt. Ltd
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