Study on RED concept and market availability and purity of Coca-Cola company products in NAJIBABAD city

At Training Institute Submitted in partial fulfillment of the requirement of the degree of BACHELORS OF BUSINESS ADMINISTRATION Affiliated from H.N.B. Garhwal University, Srinagar Submitted byRahul Kumar Marketing 2010--2013 Approved Mr.HarshArora Approved Mrs. DebolinaHazarika

DEPARTMENT OF MANAGEMENT INSTITUTE OF TECHNOLOGY & MANAGEMENT DEHRADUN

ACKNOWLEDGEMENT At the very outset, I would like to acknowledge with immense gratitude the support and guidance of some people without whom the project could not have been completed. Also thanks to them, I learnt a lot more additional things than that just restricted to my project. First of all I would like to thank my project guide Mr. Harsh Arora (Designation) for his support and patience with me despite him being hard pressed for time. I am thankful to (companys profile) for providing me with the wonderful opportunity and allowing me to take this study. Also I would like to thank the faculty guide of my college (facultys name) who guided me in my project. I would also like to thank (other members of your training institute who helped you out in completion of your project report.) Last but not the least I would like to thank my parents who have always showed their full faith in me, and are the biggest source of my encouragement and guidance. Students name Rahul kumar

CANDIDATES DECLARATION

I hereby declare that the work for the project Report entitled Study on RED Concept and market survey on availabilityand purity of coca-colaproducts is completely done by me, based on my own work conducted in training institute for the partial fulfillment of my Bachelors of Business Administration. Admittedly I have received suggestions and guidance from my guides.

(Signature) Rahul kumar BBA (2010-2013)

PREFACE

The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manager becomes ready to take the future responsibilities. I also have been privileged enough to join Coca Cola- one of the biggest brand in beverages in the world. I have achieved a lot of experience and confidence over the past eight weeks which will help me to take the future responsibility on my shoulder. During this period, I was asked to find out the Execution mapping in Red-outlet of coca cola. In the training program I had tried my level best to arrange the work in systematic and chronological way. This Endeavour shall provide the coca cola marketing department, an idea about market condition. Therefore, it is hoped with all sincerity that this work shall be of definite use to the organization.

HCCBPL

HCCBPL

INDEX
CHAPTER 1-Rational of the study CHAPTER 2- RED (Right Execution Daily)
Objective of study Scope of study Significance of the study My role in project RED

CHAPTER-3 Company Profiles

Conclusion Findings Facts Suggestions History of Coca cola Coca-Cola in India

CHAPTER-4Industrial Profile
Soft drink Industry In India Coca-Cola in India Vision of coke in India Mission of coke in India

CHAPTER-5Product Profile

 Different brands of the Company Brand Tagline Brand Ambassadors Detail of Brands

CHAPTER -6 Competitive Areas

Competitive area among Coke & Pepsi Advertising Brand ambassadors & TV Commercials Promotion by the company

CHAPTER -7Marketing Departments

Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company

CHAPTER-8Methodology
Research methodology PGP Plan Pre Sale Concept

CHAPTER -9
SWOT analysis Push & Pull Strategy

CHAPTER -1

RED CONCEPT
RED stands for Right Execution Daily. It is a survey method for

the company to know their position in the market.

ABOUT RED To check the availability of the visi cooler provided by the company to the retail outlets for their products. To check the activation in various outlets. To check the branding order of the various products in the cooler.

Survey has done in the four topics Impurity Brand Order Availability Activation

IMPURITY There should be no impurity in the visi cooler of the company. Impurity here refers to that brand which is presented in the visi cooler other than cokes product. Therefore not other product of any other company may not be in the cooler.

BRAND ORDER

The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. The order should be in such a way Coca cola Thumps up Sprite Limca Fanta Maaza Kinley Pet & Juice

AVAILABILTY Availability is done according the type of outlet. There are four type of outlet mentioned below. According to this market developer has to ensure the availability of the products in the particular outlet.

ACTIVATION Activation is important because it helps to boost the sales of the company. it is done through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This boards usually gives to the E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores.

Activation Elements Market developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES: 1. WARM DISPLAY RACK 2. SHELF DISPLAY

SHELF DISPLAY

DISPLAY OF RACK

VISI COOLER

OPTIONAL ELEMENTS:1. STANDEE 2. SIX MOBILE HANGER 3. VISI COOLER BRAND STRIP 4. WARM DISPLAY RACK 5. TABLE TOP RACK 6. TENT CARD

TYPES OF OUTLETS

The company has divided their outlets on the basis of the following criteria Volume Channel Income group

1. VOLUME There are four types of outlets according to the volume of sales of the outletDiamond Gold Silver Bronze 800>C/s & above per year 500-799C/s per year 200-499C/s per year <200C/s per year

2. CHANNEL (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption. It includes all kirana stores, juice, departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300ml

(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple opportunities to effect sales as people usually order something to drink along with food. It includes - Restaurants - Bars and Pubs - Dhabas - Cafes

(C) EATING & DRINKING CHANNEL2

It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.

(D) CONVENIENCE CHANNEL

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.

3. INCOME GROUP According to the income group of the area LowThose outlets where low income customer comes.

Medium- Those outlets where medium income customer comes. HighThose outlets where high income customer come

1. RATIONAL OF THE STUDY

Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand in soft drinks worldwide. Coke has maintained its brand image with high precision. The marketing strategy of Coke is very stringent than others. The main features in their marketing by their offerings and its sales and distribution. Its my gratitude to work with Coca Cola company specially in marketing department. I have been placed their in sales and distribution department for my internship. The research work was not so easy as Coca Cola is very strict in their marketing policy.

In the beginning the main reason for conducting this study was to know the proper allocation of distribution to the suppliers and also to know about the products sales.

Further, it is to understand the availability of the product and to check out that there is the proper advertising of the product and also to know the working condition of the visi cooler provided by the company.

Also to know the various scheme provided by the Coca Cola is really applied in the market or not. And to compare the schemes with Pepsi products.

The study is done to understand the problem of the retailers, and understanding the pre-sale concept.

Thus, these were the main reasons for conducting this study.

CHAPTER -2
2. RED (RIGHT EXECUTION DAILY)
OBJECTIVES OF STUDY
The main objective of this RED project is to increase the sales of The company. To advertise the various products of the company. To find out the present sales status of Thumps Up, Coke, Sprite, Limca, Fanta, Maaza at the retail outlets in the area.. To collect data from retailers for the activation of new channels of distribution. To study the pre-sale concept of the coke. To ensure the availability and visibility of the product. To analyze the effect of scheme

SCOPE OF THE STUDY

By this study company can know its growth. This study helps the company to know their actual position in the market. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company. This study ensures the availability of the product in the market. The study helps to fond out the problem of the counter and to find out the requirement for more sales. RED helps to maintain the outlets in a well designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY

This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction. This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer. This project directly deals with the interaction of different kind of people.

MY ROLE IN PROJECT RED

IMPLEMENTATION First and foremost task for me was to implement the project in the given area with the support of MDs (MARKET DEVELOPER). Various norms for different outlets had been fixed but their implementation was very important. Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher officials of the organization. I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution. I did scoring on the scoring sheet. The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been

further divided in 3 components

1.

VISI COOLER - 30 points

2.

AVAILABILTY - 50 points ACTIVATION 20 points

3.

MARKET AUDITING (TRACKING PERFORMANCE) Tracking performance of the MD of

corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance. FINDING LOOPHOLES Finding loopholes in the system like absence of co-ordination between MDs and SALES TEAM and report to higher officials (Mr. Harsh Arora)

BRAND CONTACT- I had to interact regularly with shopkeepers to know their problem and try to solve them. If I could solve them then I reported them to my company guide, else he suggested me the alternatives, and I also took out the orders from retail outlets and to check out the activation.

AVAILABILTY - I also need to give company weekly availability report of various brands.

CHAPTER - 3
COMPANY PROFILES

FINDINGS
According to the demand of outlet owners, delivery of products are not made available in the outlets. Efficient brands of coca cola are not available in outlets. Sales people and delivery persons do not visit the outlets on a regular basis. Advertisement materials are not available in the right time at the rightplace i.e. Different Channels like Grocery, Convenience, E&D. Many outlet owners have complains on improperly working visicooleri.e. its cooling Capacity is low or its lights are not working. Improper management is seen as No mechanics visit the outlets despite of Complaints issued by outlet owners. Visicoolers are not placed at their Prime locations in many outlets

 Many outlet owners express deep in satisfaction towards coca-cola as they do not get any Prize or Cash discount as they receive from other b companies.

FACTS
The most popular flavor is Thumsup in the whole market. Coca-Cola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales. Aquafina has more sales then Kinley in mineral water segment. Pepsi provides more schemes then Cocacola. Sprite has the fastest grownup brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Minute maid has not getting good response from the market.

CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location, all brands must be available, all brands must be displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because

JO DIKHTA VO BIKTA HAI

Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in Kanpur region and also

company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY.

SUGESSTIONS
Delivery position should be maintained to get good return from the market. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. We can provide them beautiful display racks, tablemats, menucards etc, containing the trademark and brand name of the company. Display material should be provided to the retailers on more regular basis to increase the sales level. Maintenance work of refrigerator; i.e. purity must be improved. The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers.

 The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market and consumers attitude towards the product. For this they can arrange awareness camps in different locations. At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers.

HISTORY OF COCA-COLA
The world has changed in many ways since pharmacist; John Smyth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds ofMillions of consumers around the globe. Coca-Colaproducts are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning... May - Pemberton concocted caramel-colored syrup in a three-legged 1886 brass kettle in his backyard. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a

drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, " 1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of the Coca-Cola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 - In January "Coca-Cola" was registered in the U.S. Patent office. 1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognizedtrademark. 1919 - The Coca-Cola Company was sold a group of investors for $25 million. 1923 - The Coca-Cola Company 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.

Woodruff's leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service. 1925 - 6 Million Coke's sold per day. 1927 - The first Coca-Cola radio advertisement. 1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time. 1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up duringWWII. 1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1961 - Sprite was introduced. 1971 - The song "I'd like to Buy the World a Coke" was released. 1978 - The two liter bottle was introduced, and during that same year the company also introduced plastic bottles

1982 - Diet Coke was introduced in July. 1985 -The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled into a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula.

The new formula was a sweeter variation with less tang, it was also slightly smoother. The factor that influenced the change was that Coke's market share fell 2.5 percent in four years. Each percentage point lost or gain meant 200 million dollars. This was the first flavor change since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theater at the LincolnCenter. Some two hundred TV and newspaper reporters attended this very glitzy announcement. The change to the world's best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. Within a week of the change, one thousand calls a day were flooding the company's eight hundred number. Most of the callers were shocked and/or outraged, many said that they were considering switching to Pepsi. Within six weeks, the eight hundred number was being jammed by six thousand calls a day. The company also fielded over forty thousand letters, which were all answered and each person

got a coupon for the new Coke. Many American consumers of CocaCola asked if they would have the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory.

1985 - -July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a classic marketing retreat. CocaCola executives admitted that they had goofed by taking the old Coke off the market. The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars. 1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.

1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish this through scholarships, hotlines, donations and contributions. Another large accomplishment that the Coca-Cola has is being the first company to make and use recycled plastic bottles.

JOHN PEMBERTON

COKE IN INDIA

Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke India record 1800 crore soft drink makers is prominent.Coca cola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their acquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by five brands Thums up, limca, Gold spot, Citra, Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment.

BENCHMARK Coca-Cola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM. Coca-Cola is the market leader in the whole world in beverage industry. Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry. Coca-Cola enjoys approx 60% market share in Indian beverage industry.

CHAPTER -4
INDUSTRIAL PROFILE
SOFT DRINKS INDUSTRY IN INDIA

BEVERAGE S

Alcoholic

Non-Alcoholic

Carbonated

NonCarbonated

Cola

Non-Cola

Non-Cola

Since the early 1990s Coca-Cola Corporation and PepsiCo have been combating on what is known as the Beverage Battlefield in India. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities.

However during Coca-Cola and Pepsis attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.

INTIAL DIFFICULTIES From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980s. Coca Colas past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company, Parle, became the market leader. Parle invested a great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003, when the United States and Britain invaded Iraq, the All-India Anti-Imperialist Forum called a boycott on goods from America and India. Indians protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. While the war was beyond control for these two companies, management perhaps couldve done more to not only attempt to predict the backlash from Indian consumers due to the war, but also couldve created advertisement campaigns to address the situation.

While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. The companies also produced television and print advertisements that linked important Indian themes to their products by building a connect using

the relevant local idioms Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies couldve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market.

PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have on a soft drink could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to

the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products.

Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks.

COCACOLA 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 presencewith a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local

popular Indian brands including Thumps Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. Thiscombination of local and global brands enabled CocaCola 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 Sunfill hit the market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors.22 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 achieved 39% volume growth in 2002 while the industry grew 23% nationally and the

Company reached breakevenprofitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003. Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control andassurance program including over 400 tests performed throughout the process. The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created

employment for another 125,000 Indians through its procurement, supply, and distributionnetworks.

COCA-COLA: VISION

VISION FOR SUSTAINABLE GROWTH

PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities. PEOPLE: Being a great place to work where people are inspired to be the best they can be. PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples Desires and needs. PARTNERS: Nurturing a winning network of partners and building mutual loyalty. PLANET: Being a responsible global citizen that makes a difference.

COCA-COLA: MISSION
Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-Consumers as a superior beverage experience. Consumers as an opportunity to grow profit through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and value added Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork, flexible business system and continuous improvement. Indian society in form of contribution to economic and social development.

CHAPTER - 5
Coke Brands in Indian Origin COCA-COLA: Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the wor

SPRITE: In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration forits name. This elf with silver hair and a big smile was used in 1940s advertisingforCoca-Cola. Sprite is now the fastest growing major soft drink in the U.S.,and the world's most popular lemon-lime soft drink. The name "Fanta" was first registered as a trademark in Germany in 1941, when it was used for a few years for a soft drink created from available materials and flavors. The name was then revived in 1955 in

Naples, Italy, when it was used for the "Fanta" orange drink we know today. It is now the trademark name fora line of flavored drinks sold around the world.

DIET COKE: The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called CocaCola light in some countries). Diet coke quickly became the number- one selling low-calorie soft drink in the world.

LIMCA: This is thirst-quenching beverage features a fresh and light lemon-lime taste and a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the Coca-Cola Company in 1993.

MAAZA:Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non

carbonatedmango soft drink with a rich, juicy m natural mango taste.

Thumps Up: In 1993, The Coca-Cola Company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian Cola.

KINLEY WATER: This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level.

MINUTE MAID pulpy orange This is orange juice .This contains no sugar & added flavor .This is a family drink. Competitor: Tropicana

BRANDS TAGLINE
Thumps up Coca-Cola Sprite Limca Fanta Maaza - Taste the thunder - Open happiness - Seedhibaat no bakwaas, clear hai Fresh ho jao Go bite

- Binaguthliwalaaam

BRAND AMBASSDORS
Thumsup Coca cola Sprite Fanta Limca -Akshay Kumar -Aamir Khan -Shahrukh Khan -GeneliaDsouza -RiyaSen

CHAPTER -6
COMPETETIVE AREA
Competitive area Between Coke & Pepsi Coca-Cola India Pvt. Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt. Ltd in 2010. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2010, as a result of the growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other manufacturers. Parle,Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2010. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new

players have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie. While cricket had always been the most popular sport in India, with new technology coming into cricket from coverage to sports gear to day/night versions of the game, it was set to acquire the status of a religion in the sub-continent. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them. The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 Lakh . ADVERTISING Advertising is a non promotion of goods & services by sponsor who can identified and who has paid for his communication. Their purpose of

advertisement is to sell something goods or services,idea ,person or place.

BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)

Bollywood rising stars Asin (left) for

PepsicosMirinda,GeneliaDsouza (Right) forcocacolas Fanta

Tennis star SaniaMirza for Sprite

Bollywood star Aamir Khan for Coke

Bollywood star Akshaykumar for Thums up

Sprite seedhibaat TV add

Limca fresh ho jao TV add

Minute maid pulpy orange TV add

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

Sprite kholegatohbolega IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition Sprite Kolkata Knight Riders bottle. The latest initiative was a part of brand Sprites larger consumer engagement program to leverage the second season of DLF IPL, 2009.

Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, company had launched a special edition Sprite Kolkata Knight Riders bottle with insignia of key players. Complimenting the innovation, Sprite was also rolling out a special KholegaTohMilega digital initiative in association with KKR and Nokia.In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. The entire initiative was applicable RGB and also on all PET packs of Sprite. To create awareness about KholegaTohMilega digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India.

PROMOTION DURING OFF SEASON

Limca Launches Laptop Ki Barish Consumer Initiative

Coca-Cola India has announced the launch of its innovative Limca Laptop Ki Barish consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win HP Mini Laptop every hour for the next 45 days.

The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 litters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS LIMCA followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink consumers and would run from 1st August to 14th September, 2009

CHAPTER -7
SEGMANTATION MODEL

Visi-cooler position, display & Brand Order Compliance

Under RED market developer has to ensure that shopkeeper must display all
Under RED market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i.e.Thumsup, Coke, Sprite, Limca, Fanta, Maaza, Minute Maid Pulpy Orange, Kinley (mineral water & Soda water).

RED SCORE TRACKING The performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters: 1. Visi-cooler 2. Availability 3. Activation Elements TOTAL CHAIN FOLLOWED 35 points 40 points 25 points 100 points FROM MANUFACTURE TO

DISTRIBUTION

Manufacturing Plant, Nazimabad (U .P)

Dehradun depot Sales and Distribution Operations

Distributors

Outlets

Outlets

DISTRIBUTION NETWORK HCCBPL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it. A typical distribution chain at HCCBPL would be: Production --Plant Warehouse --- Depot Warehouse ---

Distribution Warehouse --- Retail Stock --- Retail Shelf --Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and wellorganized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY

Coca-cola Company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper. Criteria for providing free chilling equipment An ice box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided. For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company. If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridge is provided by the company, A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,

SALES PROMOTION PUSH & PULL STRATEGY

PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers. PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips

CHAPTER -8
RESEARCH METHADOLOGY The research includes the study which was descriptive in nature. Itbasicall aims about how coke schemes plays in the mind of shopkeepers and the consumers. The study includes two methods(a)PRIMARY (b)SECONDARY Primary includes the following ways Observation Experiment Survey Here we include the primary method of survey Research Instruments Questionnaire-A printed questionnaire was their to make the survey.

 RED scoring sheet Area of Survey-LAlbanglow, Mall Road, civil lines,

Rawatpur,govindnager ,Jajmau. Sampling plan Sampling unit - Owners of the retail outlets. Sampling size- 250 outlets Sampling procedure-Random sampling Sampling method- Retailers survey Project RED is a live project. It can broadly be classified in two stages, which can be described as follows.

Initial Stage:This stage comprises of Product Knowledge and Process Knowledge. The product knowledge means the knowledge of every product and its variants offered by the company The Process Knowledge means the knowledge about the distribution of the product and its variants from the sales depot to the different retailers of the city. The actual knowledge about the product and the process was attained with the help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle (vehicle which carries coke product from depot to different outlets) along with salesman. By the route riding it is very easy to grasp and understand how the cola market actually works. Route riding elaborated the factors influencing the cola market and provided the information about the competitors strategies and schemes which they offer to the retailers in order to gain advantage. Retailers grievances were best know with the help of route riding through personal interaction. Also with route riding any one can know about the sales status of an outlet on a daily basis. Later stage: This stage comprises of the serious implementation of the project RED in the area of Rawatpur, lalbaglow, Ramadevi. To ensure effective and fruitful implementation of the campaign, market developers (M.D.) were appointed by the company. Market Developers carried the responsibility to handle all the activities under the R.E.D. campaign.

The first step involved in this stage was to select the outlets where the campaign has to be implemented. The outlets are selected on the basis of some parameters like annual sale of the outlet, type of the outlet, space available at the outlet etc. PJP (permanent journey plan)

(P.J.P. plan):.The P.J.P. plan is a day wise schedule of a market developer which contains the names of the outlets to be visited by him coming under the campaign R.E.D. where the project has to be implemented. After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in market.

PRE SALE CONCEPT This is a new concept by the company. In this concept company takes order one day before and then delivers the product to each route. So this gives more time to market developer to assure RED. This concept has so many advantages This gives more time to the market developer for the activation & branding purpose. By this company can easily implement the RED concept in better way.

 Presale concept makes assure of more availability of the products in the market. This concept is easy in processing. By this concept market developer can arrange the product in better way. The Company can display its products in proper way so that customers can attract towards it.

CHAPTER -9
SWOT ANALYSIS
1. STRENGTHS: DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles. STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per day.

 COST OF OPERATIONS: The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations, which minimizes wastage of both time and resources, leads to lowering of costs.

2: WEAKNESSES:
LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide thereby making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola .Therefore, people abroad, are apprehensive about Coca-Cola products from India. SMALL SCALE SECTOR RESERVATIONS LIMIT

ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE: The Companys operations are carried out on a small scale and due to Government restrictions and red-tapism, the Company

finds it very difficult to invest in technological advancements and achieve economies of scale.

3: OPPORTUNITIES:
LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca. EXPORT POTENTIAL: The Company can come up with new products, which are not manufactured abroad, like Maazaetc and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India. HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.

4: THREATS:
IMPORTS: As India is developing at a fast pace, the per capita income has increased over the years .If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company. TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. Therefore, this can limit the growth of the Company and pose problems. SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large number of daily wage earners, poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the companys products.

 CHANGING

OF

CONSUMERS

PREFERENCE:

The

Company should keep a eye on the changing preferences of the consumers.

PUSH & PULL STRATEGY

PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers.

PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips.