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OBJECTIVES OF THE STUDY

To identify and analyze the market share of coca cola with respect to Pepsi. The analysis

focuses to find out service feasibility, product availability and dvertisement campaigns and to

suggest for an ideal channel of distribution. Objective consists of following areas-

• To find out carriage process from different agencies in Faizabad &

Ayodhaya.

• To identify product availability of coke and Pepsi.

• To find out advertisement process comparison between coca-cola and

pepsi.

• To note down flavor availability of mazza.

• To find out service frequency.

• To make retailers aware about different schemes available.

• To note down complaints if there is any regarding supply of products and

services.

practical knowledge about real situation but it will help in the partial fulfillment

M.B.A. degree.

The main objectives of this survey to find market share of Coca Cola India in respect of Pepsi

cola available in the market.

1. To know the various promotional activities given by company in form

ofadvertising.

2. To survey on sales generating assets like fridge,

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3. To know the share of coca cola — other cola (Pepsi

products).

To know the satisfaction

The whole survey is based von the customers, retailers distributors and above all bulk

consumers of the soft drink.

EXECUTIVE SUMMARY

My Summer tearing Report is on the topic “Comparative analysis between Coca-

Cola and Pepsi”.

”. For the project I have prepared Questionnaires. It consists of both open

ended and close ended questions. With a view to find out the present conditions of Coca-cola.

The result from the study shows that people prefer ThumsUp and Sprite, have largest

sale in the category of cold drinks & generally in this category ThumsUp is a more leading

brand.

• Coca-cola

• ThumsUp

• Fanta

• Limca

• Sprite

• Maaza

• Kinley

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Coke entered in the market with the above products and categorized this segment for quality

conscious consumers. Due to its lead it has kept the pace and is still a leader in this segment.

Coca-cola brings back the fizz to India Coca-cola, the corporate nourishing the global

community with the worlds largest selling soft drink concentrates since 1886, returned to

India in 1993 after a gap of 16 years giving a new ThumsUp to the Indian soft drink market.

In the same year, the company took over ownership of the nation's top soft-drink brands and

bottling network. No wonder, our brands have assumed an iconic status in the minds of the

consumers.

BRIEF HISTORY AND IMPORTANCE OF SOFT DRINKS

The history of soft drink began since the end of the last century. Its history date as back as

from the civil war in USA in 1860.people was suffering from many diseases like headache,

hysteria, mutant etc.

How to remedy it? It was a big question before the American people. So taking benefits of

it in 1885 Mr. John Paimwartion of Antonica registered and named it French wine Cola. In

the beginning it was a mixture of cocaine adds alcohol later on it was converted in to a soft

drink with the name Coca-Cola. In 1890 there was a new brand in the market known a Pepsi

cola.

Gold spot consider as the first branded soft drink established 47 years ago, before all

empowering Coca-’Cola entered the country to dominate the scene. Pirie expo introducing

“Lim4’, demon drink complimentary to their well entrant “gold spot” in\1977, which was

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with moderate success. However, before this they had also introduced Cola pepping, which

was withdrawn in face of tough competition from Coca-Cola.

When Coca Cola did a sad farewell in 1977 the Indian market was open for various new

cold drinks and several companies come forward pushing different grants in the market. Parle

product introduced their cola “Thumps-up” with a mighty hand saying happy days are again,

as if happy days went away with Coca Cola. Pure drink introduced Campa cola along with

orange and lemon. Modem bakeries introduced the market with double seven MOHAN

MEAKINS with Marry and pick —up and Mc Dowell with thrill, rush and sprint, with this in

Indian market, where was no competition previously, a cutthroat competition and high voltage

adveising was on. In 1988 Govt.

Soft drink was started with idea of quenching the thrust of persons during raveling

Coke incorporation had multifold under living through while initiating this product which

is as follows:

1 Availability of pure, disinfected and tasty water at remote place.

2 The carbonated water helps digestion and can be prescribed through

doctors.

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3. It found a lot of acceptance at public conference, id parties, casual

gathenng among the non-drinker of hard drinks such beer.

The credit of popularizing soft drink goes to oca the soft drink have become so popular

that no longer they are quenching thirst, but it looks as if the are taken as habits

Name Launche Discontinued Notes

d Year
Coca-
1886
Cola

Coca- 1985

Cola

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Cherry

Still available in:

American Samoa, Austria,

Australia, Belgium, Brazil, China,

Denmark, Federation of Bosnia and

Herzegovina, Finland, France,

Coca-
Germany, Hong Kong, Iceland,
Cola with 2001 2005
Korea, Luxembourg, Macau,
Lemon
Malaysia, Mongolia, Netherlands,

Norway, Philippines, Reunion,

Singapore, South Africa, Spain,

Sweden, Switzerland, Taiwan,

Tunisia, United States, and West

Bank-Gaza
Still available in:

Austria, Australia, China,

Coca- 2002 2005
Germany, Hong Kong, South
Cola
Africa, New Zealand (600ml and
Vanilla
350 ml only) and Russia
It was reintroduced in June
2007
of 2007 by popular demand

Coca- 2004 2007 Was only available in Japan,

Cola C2 Canada, and the United

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States.

Coca-
Still available in
Cola with 2005
Belgium,Singapore.
Lime

Coca-

Cola Was only available in New

June 2005 End of 2005
Raspberr Zealand.

Only available in Federation

Coca- of Bosnia and Herzegovina,

2005
Cola M5 Germany, Italy, Spain,

Mexico and Brazil

Coca-

Cola
Was replaced by Vanilla
Black 2006 Middle of 2007
Coke in June of 2007
Cherry

Vanilla

Only available in the United

States, France, Canada,

Coca-
2006 Beginning of 2008 Czech Republic, Federation
Cola Blāk
of Bosnia and Herzegovina,

Bulgaria and Lithuania

Coca- 2006 Only available in Federation

Cola of Bosnia and Herzegovina,

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Citra New Zealand and Japan.

Coca-

Cola Only available in France and

2006
Light Belgium.

Sango

Coca-
Only available in United
Cola 2007
Kingdom
Orange

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Returned to India in 1993 after a gap of 16 years giving a new thumbs up to the Indian Soft

Drink Market. In the same year, the Company took over ownership of the nation's top soft-

drink brands and bottling network. No wonder, our brands have assumed an iconic status in

the minds of the consumers.

A Healthy Growth To The Indian Economy

Ever Since, Coca-Cola India has made significant investments to build

and continually consolidate its business in the

country, including new production facilities,

waste water treatment plants, distribution

Dr. John Stith
systems and marketing channels.
Pemberton for the
Coca-Cola India is among the countrys top
first time produced
international investors, having invested more
the syrup for Coca-
than US$ 1 billion in India within a decade of
Cola on May 8,
its presence and further pledged another US$ 100 million in 2003 for its
1886
operations.

A Pure Commitment to The Indian Economy

The Company has not only shaked up the Indian carbonated drinks market, and given

consumers the pleasure of world-class drinks to fill up their hydration, refreshment &

nutrition needs but has also been instrumental in giving an exponential growth to job

opportunities.

Creating Enormous Job Opportunities

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With virtually all the goods and services required to produce and market Coca-Cola being

made in India, the business system of the Company directly employs approximately 6,000

people, and indirectly creates employment for more than 125,000 people in related industries

through our vast procurement, supply and distribution system.

The vast Indian operations comprises 25 wholly-owned- company-owned bottling

operations and another 24 franchisee-owned bottling operations. That apart, a network of 21

contract-packers also manufactures a range of products for the Company.

On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the

narrow alleyways of Indian cities constantly keep our brands available in every nook and

corner of even the countrys remotest areas.

These are only some of the facts that speak about our commitment to the growth of the Indian

Economy.

Naresh Chandra (Chairman): Former Ambassador of India to the US during the trying

times of Comprehensive Test Ban Treaty, dealing with the Nuclear Tests. Recently, he headed

the Government of India committee on Corporate Governance. Other offices held by him

include Governor of Gujarat, senior advisor to the Prime

Minister. In 1990 he became Cabinet Secretary, the

highest post in the Indian Civil Service.

General V.P. Malik (Retd): General Malik is the

Former Chief of Indian Army, a force of over 1.1 million

IAB Members inspecting a

Page community project.

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people. He oversaw intensified anti-terrorist operations in Jammu and Kashmir and North

East India. He was awarded the Ati Vishista Seva Medal in 1986 as well as the Param

Vishista Seva Medal, the highest national award for distinguished services in India in 1996.

He is a member of the National Security Advisory Board and Honorary Advisor to the Centre

for Policy Research, New Delhi.

Deepak Parekh: Chairman & Managing Director, HDFC, India´s largest housing finance

company with a balance sheet size of US billion. Parekh´s vision is to make HDFC the GE

Capital of India. In recent years he has been the unofficial crisis consultant to the Government

of India. He has been member on the Malhotra Committee on Insurance Reforms,

Narasimham Committee on Banking Reform, Infrastructure task force of the Prime Minister´s

office, chalked out the rescue plan for UTI and was involved in resolving contentious issues

on Telecom Licensing.

S M Datta: Eminent Management professional, Mr. Datta was formerly Chairman of

Unilever in India (1990-1996). He has participated in various committees of the Government

of India in areas of Science and Technology, and Food Processing. Currently, Mr. Datta is

chairman of Castrol India Limited, Phillips India Limited & Tata TD Waterhouse Company

Private Limited.

He is a former president of Associated Chamber of Commerce and Industry, Council of EU

Chambers of Commerce in India and former president of Bombay Chamber of Commerce and

Industry.

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Mr. N K Singh: Is a retired IAS Officer and has held several important positions in the

Central and State Government, including that of Additional Secretary Economic Affairs,

Revenue Secretary, Expenditure Secretary, Secretary to the Prime Minister as his main

Economic Advisor and Member-Planning Commission, in charge of overall macro economic

policies, medium term economic strategy and infrastructure.

Sunil Munjal: Managing Director, Hero Group, heads the worlds largest manufacturer of

two wheelers. He is head of Confederation of Indian Industries - Economic Affairs

Committee, and represents the business viewpoint as member of several committees of the

Government of India.

Amjad Ali Khan: Eminent Musician. Hailed as One of 20th centurys greatest masters of

the Sarod: Songlines World Music Magazine, UK 2003. He is a recipient of Padma Vibhusan

(highest civilian award),

Born In A Kettle Charming The World Forever John Stith Pemberton first introduced the

refreshing taste of Coca-Cola in Atlanta, Georgia. It was May of 1886 when the pharmacist

concocted a caramel-coloured syrup in a three-legged 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." John Pemberton s partner and

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bookkeeper, Frank M. Robinson, suggested the name and penned "Coca-Cola" in the unique

flowing script that is famous worldwide today. Mr.Robinson thought "the two Cs would look

well in advertising." In 1886, sales of Coca-Cola averaged nine drinks per day.

Know About Our Global Bottling System Today, our products reach consumers and

customers around the world through a vast distribution network made up of local bottling

companies. These bottlers are located around the world, and most are independent businesses.

Using syrups, concentrates and beverage bases produced by The Coca-Cola Company, our

global bottling system packages and markets products, then distributes them to more than 14

million retail outlets worldwide.The Coca-Cola Company is committed to assisting its bottlers

with the functions of an efficient bottling operation and initiating quality systems to ensure

the highest quality products for our consumers.

Coca-Cola Gets the First Change of Taste in 1886 In 1985, a new cola emerged from

laboratory research. Through internal evaluations and thousands of blind taste tests,

consumers said they preferred it over both Coca-Cola and its primary competition. As a result,

in April 1985, the Company proudly introduced the new taste of Coke - the first change in the

secret formula since the product was created in 1886.

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PORTANT LANDMARKS OF COMPANY

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The world’s favorite soft drink. The world’s most valuable brand. The most

recognizable word across the world afterU.K Coca-Cola has a truly remarkable heritage.

From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer,

marketer and distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and made

significant investments to ensure that the beverage is available to more and more people, even

in the remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured the

imagination of the nation, building strong associations with cricket, the thriving cinema

industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoringthe

World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in

the late nineties. Coca-Cola’s advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi

were very popular and had entered the youth’s vocabulary. In 2002, Coca-Cola launched the

campaign “Thanda Matlab Coca-Cola” which sky-rocketed the brand to make it India’s

favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and

this pricing initiative together with improved distribution ensured that all brands in the

portfolio grew leaps and bounds.

MAAZA

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Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit

juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola

India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has

become synonymous with Mango. This has been the result of such successful campaigns like

"Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard

Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The

current advertising of Maaza positions it as an enabler of fun friendship moments between

moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the

existing equity of the brand and delivers a relevant emotional benefit to the moms rightly

captured in the tagline "Yaari Dosti Taaza Maaza".

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THUMS UP

Thums Up is a leading carbonated soft drink and most trusted brand in India.

Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely

masculine attitude. This brand clearly seeks to separate the men from the boys.

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LIMCA

Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in

1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and Limca continues to

be the leading flavour soft drink in the country. The success formula? The sharp fizz and

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lemoni bite combined with the single minded positioning of the brand as the ultimate

refresher has continuously strengthened the brand franchise. Limca energizes, refreshes and

transforms. Dive into the zingy refreshment of Limca and walk away a new person.

SPRITE

Worldwide

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Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries. In India,

Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft

drinks, leading the Clear lime category .Today Sprite is perceived as a youth icon. Why? With

a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its

clear crisp refers hingtaste encourage the today's youth to trust their instincts, influence them

to be trueto who they are and to obey their thirst.

FANTA

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Fanta - The 'orange' drink of The Coca-Cola

Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market

in the year 1993. Over the years Fanta has occupied a strong market place and is identified as

"The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color,

tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus

encouraging one to indulge in the moment. This positive imagery is associated with happy,

cheerful and special times with friends.

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KINLEY WATER

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LOGO AND QUANTITY OF COLA COLA BRAND

COCA COLA

THANDA MATLAB COCA- COLA

JO CHAHE HO JAYE COCA-COLA ENJOY

SAR UTHA KE PIYO

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It is available in

1. 200 ml bottle

2. 300 ml bottle

3. 600 ml pet.

4. 2000 ml pet

THUMS UP

“I WANT MY THUNDER"

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"THUMS UP TASTE THE THUNDER"

In market it is available in different volumes.

1. 200ml bottle

2. 300ml bottle

3. 600ml pet

4. 2000ml pet

LIMCA

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“JUST TAKE IT EASY”

It is available in different volumes.

1. 200ml bottle

2. 300ml pet.

3. 500+100ml pet.

4. 2000 ml pet.

FANTA

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“KUCH BH1 HO SAKTA HAI

MASTI KA APNA TASTE”

In the market it is available in.

1. 200ml bottle

2. 300ml bottle

3. 500+100ml pet.

4. 2 000ml pet.

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SPRITE

"DHIKAWE PE MAT JAO

APNI AKHAL LAGAO”

It is available in:

1. 200ml bottle

2. 300mlpet.

3. 500+100ml pet.

4. 2 It pet.

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MAAZA

"BOTTLE ME AAM

MAAZA HAI NAAM”

It is available in market:-

1. 200ml bottle

2. 250ml bottle

3. 500+100ml pet.

4. 1250ml pet.

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KINLEY WATER

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1886 Drink Coca Cola

1904 Delicious and Refreshing

1905 Coca Cola Revives and Sustains

1906 The Great National Temperance Drink

1917 Three Million A day

1922 Thirst Known No Season

1925 Six Million A Day

1926 Around The Corner From Everywhere

1929 The Pause That Refresh.

1932 Ice-Cola Sunshine

1938 The Best Friend Thirst Ever Had

1939 Coca Cola Goes Along

1942 Whenever You Are, Whatever You Do, Wherever You May Be, when

You Think… Of Refreshment, Thick Of Ice-Cold… COCA COLA

1942 The Only Thing Like Cola 1111

1956 Coca Cola… Making Good Thing Taste Better

1957 Sign Of Good Taste

1958 The Cola, Crisp Taste Of Coke

1959 Be Really Refreshed

1963 Things Go Better With Coke

1970 It’s The Real Thing

1971 I’d Like To Buy The World A Coke

1975 Look Up America

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1976 Coke Adds Life

1979 Have A coke And A Smile

1982 Coke Is It!

1985 We Have Got A Test For You (Coca cola And Coca Cola Classic)…

America’s Real Choice

1986 Catch The Wave (Coca Cola) Red White & You (Coca Cola Classic)

1989 Can’t Beet The Feeling

1990 Can’t Beet The Real Thing

1993-98 Always Coca Cola

2000-02 Thanda Matlab Coca Cola

2004 Piyo Thanda Jiyo Thanda

2005 Piyo Thanda Jiyo Thanda

2006 Make it Real

2007 The Coke Side of Life.

2008 The Coke Side of Life

2009 Brrrrr

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PRINCIPLES OF COCA-COLA INDIA

• We will conduct ourselves and business activates with the highest standard of honestly

integrity, and professionalism.

• We will recognize the positive contributions that we make individual and team

member to produce our business success.

• We will recognize the positives contribution that we makes individual and term

member to produce our business success.

• We will encourage a learning environment where the people can constantly grow

developed and contribute.

• We will strive for excellence and seek continue improvement in everything we do.

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• We will respect the entire stake holder, including employees and suppliers and instill

them with a person to deliver the highest employees and suppliers and instill them

with a passion to deliver the highest quality good and services.

The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It shows in our every

action. We relentlessly strive to exceed the world's ever-changing expectations because

keeping our Quality promise in the marketplace is our highest business objective and our

enduring obligation.

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More than a billion times every day, consumers choose our brand of refreshment because

Coca-Cola is...

• The Symbol of Quality

• Customer and Consumer Satisfaction

• A Responsible Citizen of the World

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It shows in our every action. We relentlessly strive to exceed the world's ever-changing

expectations because keeping our Quality promise in the marketplace is our highest business

objective and our enduring obligation Consumers across the globe choose our brand of

refreshment more than a billion times every day because Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

Coca cola quality is better comperison than other soft drink like Pepsi

Coca cola is famous only for his quality and brand

3 A’S FORMULA OF COCA-COLA

The 3 A's is the underlying strategy for meeting company goals to increase no. of consumers.

The 3 A's are: -

 AVAILABILITY:

To increase the availability of Coca-Cola products in an improved or innovative new

Packaging, dispensing systems, distribution systems, marketing programs and training and

development programs.

 AFFORDABILITY:

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The consumer can afford the Coca-Cola products at a very reasonable price.

 ACCEPTABILITY:

Making Coca-Cola brand is the beverage choice for any occasion depends on the likings, taste

and preferences of the target audience. Acceptability can also be increased through

advertising, sponsorships, promotions; youth market activities, community programs and

other activities.

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MARKETING MIX

Marketing mix of any organization consists of 4 Ps. Product, price, place and promotion

having its own significance, that varies from one organization to the other. In coca – cola the

information about all the 4 Ps that can be summarized as follows:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given

in the table. Product strategy of the coca-cola is to promote all brands available in the brand

packs and to introduce the product in new flavor is also introduced.

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

as done for the different product of the company, company has priced the product same as that

of its major competitor or the market leader.

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PLACE: the coca-cola company in India is governed from its corporate office located at

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

are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh zone .

These zones are divided in to various. Plant, which govern the area assigned to them. The area

is the various distribution centers called distributors and C&F agents. Then come the

retailers / customer for the company’s product.

They receive goods from distributor and c & f agent. Finally consumer is there, having

the product from the consumer’s shops or delivered to their home, it is more clearly visible

through this chart. The coca-cola company, which gave its reach to the mouth of billion of

people all around the world having a wide distribution, network. In India, the pace and Speed

at which coca-cola has widened its business is really amazing. Distribution network is the

biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important role in the

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

both the companies coca-cola and Pepsi, one can easily estimate the importance of this. The

promotion mix of coca-cola is divided in to top line promotion and below the line promotion.

Top line promotion includes the promotion designed and done by the company’s corporate

office of Gurgaon and the office of Bombay T.V ads , design of banner , and other p-s done

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by the company simultaneously all around India with no difference in designs etc fall in this

category .

Below the line promotion includes the promotion schemes, publicity material, POS display

done by the company from zonal, plant, sale manager and area sales manager level. At the

sales manager and area sales manager level the promotion done exclusively for the cities in

their respective area and other POS display.

MEDIA OF ADEVERTISMENT

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1. In shop media--

Banners, Hangings, Danglers, Painted Sign

2. Out door media—

Poster Holding, Umbrella, Glow Shine, Wall Painting

3. Board cast media—

Television & Radio

4. Non board media—

Video & closed circuit, T.V., Movies

5. Print media—

Newspaper & Magazines

6. Vehicular media—

Buses, Taxi & auto, Rickshaws, Private Vehicles.

7. Specialty media—

T-Shirts, Stickers, Badges, etc

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LOCAL COMPETITORS

Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in some localities.

Around the world, some local brands do compete with Coke. In South and Central America,

Kola Real, known as Big Cola in Mexico, is a fast growing competitor to Coca-Cola.[35] On

the French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a

growing competitor to Coca-Cola. In the French region of Bretagne, Breizh Cola is available.

In Peru, Inca Kola outsells Coca-Cola. However, The Coca-Cola Company purchased the

brand in 1999. In Sweden, Julmust outsells Coca-Cola during the Christmas season.[36] In

Scotland, the locally-produced Irn-Bru was more popular than Coca-Cola until 2005, when

Coca-Cola and Diet Coke began to outpace its sales.[37] In India, Coca-Cola ranked third

behind the leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-Cola Company

purchased Thums Up in 1993.[38] As of 2004, Coca-Cola held a 60.9% market-share in India.

[39]
Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, in which there exists

a United States embargo. Mecca Cola and Qibla Cola, in the Middle East, is a competitor to

Coca-Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also many

countries of Middle East, Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola.

In some parts of China, Future cola or can be bought. In Slovenia, the locally-produced

Cockta is a major competitor to Coca-Cola, as is the inexpensive Mercator Cola, which is sold

only in the country's biggest supermarket chain, Mercator. In Madagascar, Classiko Cola,

made by Tiko Group, the largest manufacturing company in the country, is a serious

competitor to Coca-Cola in many regions. On the Portuguese island of Madeira, Laranjada is

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the top selling soft drink. In the UK Coca-Cola stated that Pepsi was not its main rival, but

rather Robinsons drinks.

PRODUCT BRANDS OF COKE & PEPSI ARE AS FOLLOWS

FLAVOUR COKE BRAND PEPSI BRAND

Cola Coca-Cola Pepsi

Thums-up Pepsi diet

Coke diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice

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COMPARATIVE MARKET SHARE OF PEPSI & COKE IN

FAIZABAD AND AYODHAYA-

FAIZABAD

Area Share of Coca-Cola Share of Pepsi

Faizabad (%) (%)

Maqbara 92 8

NakaHanumangari 90 10

Naveen mundi 89 11

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Bus Station 88 12

Total in Faizabad 85 15

Ayodhaya

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Area Share of Coca-Cola Share of Pepsi

Ayodhaya (%) (%)

Ramjanam Bhomi 100 0

Hanumangari 100 0

Srigharghat 95 5

Railway Station 97 3

Raiganj 98 2

Nayaghat 96 4

Kagiyana 100 0

Dantdhawan kund 95 5

Total in Ayodhaya 95 5

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Bus station in Faizabad

12%

coca cola
pepsi

88%

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Total in Ayodhaya
5%
6%

PEPSI
COCA-COLA

95%

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Naya Ghat
4%

PEPSI
COCA-COLA

96%

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Total in Faizabad
15%
5%

PEPSI
COCA-COLA

85%

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AYODHAYA

Railway
100 Station in Ayodhaya
3%
90

80 PEPSI
COCA-COLA
70
97%
60

50 COCA COLA
40 PEPSI

30

20

10

0
1st Qtr

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FAIZABAD

90

80

70

60

50
COCA COLA
40
PEPSI

30

20

10

0
1st Qtr

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STRENGTH

 Very good image in consumer mind through international brand.

 Thumps-up has its own brand value.

 Excellent Management.

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 Aggressive Marketing.

 Financially Sound.

 Globally known brand in soft drink.

 Availability in various flavors.

 Best quality product.

 Similar test of soft drinks wordwide.

WEAKNESS

 Improper supply.

 Lack of advertisement.

 Lack of scheme and credit facilities.

 Short supply in peak season.

 Rates are not fixed.

 Lack of target scheme.

 Lack of motivation.

 No proper supply of sales generating assets i.e. Fridge.

 Improper service regarding maintenance of breakdown fridges.

 Lack of scheme and offer of the Company.

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 Improper supply in the Market.

OPPORTUNITIES

 Company should improve market in rural areas because in rural area people do not

know soft drink properly and they say only “Thanda dena”.

 Young generation should be targeted.

 Company can provide credit facilities and scheme that may ease for retailers.

 Chilling facilities should improve because selling depends upon chilled drink.

 To motivate new Retailers to increase sales.

 To Increase the behavior from the Retailers

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THREATS

 The main threat of Coca Cola Company is its archrival Pepsi.

 Aggressive marketing and advertising of Pepsi.

 New emerging brand like “Dew.”

 Rumours like Contamination of pesticides in soft drinks.

 Spread of Duplicate soft drink in the market at the name of coca-cola by few

pirates.

 Increasing use of fertilizers and pesticides by farmers.

 Oppose of soft drinks in India by some social gurus like Swami Ramdev.

BIBLIOGRAPHY

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1- Marketing Research - Harper W. Boyd

2- Research Methodology - By C.R. Kothari

3- Marketing Management - By Philip Kotler

WEBSITES :

• www.coke.com

• www.coca-cola.com

• www.tropicana.com

• WWW.CoCA-COLA.co.in

• http://WWW.Coca-cola.com/ourcompany/index.html

• http://WWW.coca-cola.com/brands/brands coca-coal.html.

Magazine

• Business World

• Business Today

Newspaper

• Times of India

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RESAERCH METHODOLOGY

Introduction

Research is the comment praline refers to a search for knowledge. It is scientific and

systematic search for parturient information on a specific topic. In fact Research is an Art of

scientific investigation.

The data can be collected from the primary source and secondary sources. A major strength of

survey research is its wide scope. I have received detail information by conduction the survey

with area sample method from the population of Faizabad city.

 Type of Research : Descriptive Research Design

 Method of Research : Data Collection Method

 Sampling Method : Random Sampling

 Sample Unit : Retailers in FAIZABAD

 Sample Size : 250 samples

 Nature of research : Exploratory method of research

Proposed methodology for the project is as follows:

• Defining the project objective

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• Selection of the data collection method

• Selection of the method of the analysis

• Data collection

• Data analysis

• Reporting

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the techniques or the procedure the research would adopt in selecting items for the

sample. Sample design may as well lay down the number of items to be included in sample

i.e. the size of sample. Sample design is determined before data are collected.

MEANING OF SURVEY

S Search

U Utilization

R Recourses

V Visualization

E Electorate

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Y Yield

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CHANNELS FOR CONSUMER GOODS

Distribution channels for consumer goods allow producers to be as close to or as far

removed from the consumer as they desire. The full range of consumer goods distribution

channels is displayed in Exhibit 13-2. The strategic decision making associated with the

choice of a channel is discussed later in this chapter. For now, a description of the nature of

these consumer channels will suffice.

Insert Exhibit 13-2 here.

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CHANNEL 1: PRODUCER DIRECT TO CONSUMER

In a channel where a product is distributed directly to the consumer, a producer

assumes the responsibility for performing all the exchange, physical supply, and facilitating

functions needed to complete a transaction. Since a producer accepts responsibility for these

functions for a large number of consumers who typically buy in small quantity, it is easy to

see why this channel design generally has the highest marketing costs. Activities that must be

provided but which also contribute to the costly nature of this channel are:

 Building and maintaining a large and well-supervised sales staff.

 Building and maintaining extensive systems for storage and inventory control to make

prompt delivery to many different customers.

 Assuming the risk of financing.

Producers may decide that increased effectiveness of dealing directly with the

consumer is worth the increases in cost that are incurred with this channel design. In directly

selling to end users, producers can realize the following advantages:

 More aggressive, concentrated, and controlled selling effort.

 Closer contact with the customer making it easier to determine the needs of the

customer.

 The opportunity to control the provision of technical information, proper installation,

and service after the sale.

 Elimination of the margins that normally accrue to intermediaries in the channel.

One of the best examples of a company that has successfully used this channel design

to sell to consumers is Dell Computer. While Dell sells to business buyers as well, a

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substantial portion of the company’s gross revenues comes from consumers who directly

contact the company through a toll-free phone number. Dell has had to carefully develop this

channel option in order to make it work. First, Dell keeps manufacturing costs low so it can

sell at a price low enough for consumers to feel the risk of buying a computer by phone is

offset by the low price. Second, the company maintains almost no inventory because

assembly of a computer begins after an order is received. Third, Dell has built a highly

sophisticated shipping facility to deal with the thousands of orders that must be expedited on a

monthly basis. Finally, a large staff is maintained to deal with customers’ technical problems

after the purchase. The company’s technical support hotline claims to solve 90 percent of

reported problems within six minutes. If customers need detailed system information, Dell

operates a toll-free “TechFax” line, which provides responses 24 hours a day, seven days a

week. With all these mechanisms carefully designed to provide the functions normally

provided by intermediaries, Dell can successfully use a channel that sells directly to the

household consumer.

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CHANNEL 2: PRODUCER TO RETAILER TO CONSUMER

Some producers find it desirable and feasible to bypass the wholesale level in the

channel and deal directly with retailers. This channel is especially preferred when producers

want greater control over the handling of their products. The need for closer control usually

occurs if the product is perishable, has seasonal demand, or is a fashion item. A producer

may also prefer direct contact with retailers for strategic reasons as well. With products of

high unit value, such as pianos, fine jewelry, or industrial machinery, the profit margin in each

unit is usually large enough to easily cover the overhead costs of selling directly to the

retailer. Aside from the control issue and the ability to finance such a relatively direct

approach to distribution, the factors that encourage direct selling to retailers are:

 The products of a single manufacturer constitute a substantial part of the retailers’

stock, and economies of scale in selling and shipping can be realized.

 The retailers are large enough to take over the functions normally performed by

wholesalers in the channel.

 Products that require installation and/or replacement parts that need to be stocked

often incur unique demands from each buyer thus necessitating closer contact.

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 The product is large, bulky, or heavy and more direct distribution may reduce shipping

costs.

By relying on their own sales forces rather than using wholesalers to represent them,

producers know they will receive the concentrated effort desired. A producer will not have to

compete with other products in a wholesaler’s line including, perhaps, the wholesalers own

private label items. Additionally, when a producer’s sales representative visits a retail outlet,

an opportunity arises to build goodwill. The sales force can also pass on important sales

information and help maintain point-of-purchase

displays. This channel design facilitates cooperative advertising and promotional campaigns

between the producer and the retailer without wholesaler intervention. The close contact can

be used as a means to resolve difficulties and promote better cooperation.

The motivation for bypassing wholesalers in the channel comes not only from

producers, however. Often, large retailers can assume a power position in the channel and

dictate the channel structure. Large retailers like Sears, Kmart, Wal-Mart, and Zeller’s may

be able to perform the buying and bulk breaking functions more efficiently than most

wholesalers because of their large volume purchase capability. As such, these large retailers

may be able to increase profit margins by dealing directly with manufacturers in selected

product areas.

The disadvantages and risks of this channel design must be fully recognized.

Typically, producers must be willing to accept that dealing directly with retailers entails:

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 Higher selling costs and order processing costs in dealing with a large number of

individual retail accounts rather than a small number of wholesale accounts (see

Exhibit 13-1).

 Bearing the risks of credit extension and financing.

 Accepting the responsibility for physical distribution of goods in small lots to many

locations.

 Maintaining storage facilities and inventories.

The foregoing conditions simply reflect that if a producer chooses to eliminate

wholesalers from the channel, then many of the functions performed by wholesalers must be

performed by the producer. The attempt can be made to push some of the

responsibilities down to the retail level, like storage and inventory, but retailers may be ill-

equipped or unwilling to assume more channel responsibilities.

CHANNEL 3: PRODUCER TO WHOLESALER TO RETAILER TO CONSUMER

This is by far the most widely used channel of distribution for consumer goods. In

fact, it is commonly referred to as the traditional or customary channel. Despite its

popularity, it rarely represents the sole channel used by producers to reach their household

consumers. Most manufacturers exercise the right to sell directly to large chains or large

individual retailers. The reason the channel is the predominant choice, however, is that such a

structure takes full advantage of specialization and the benefits of economies of scale that

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often result from specialization. As discussed earlier, when wholesalers and retailers develop

specialized facilities and business practices at their level in the channel, each can perform

distribution functions more efficiently than any participant trying to perform those same

functions from a different level in the channel. Customer satisfaction is greatly enhanced

when a specialist performs the needed functions at the wholesale and retail level.

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CHANNEL 4: PRODUCER TO AGENT TO WHOLESALER TO RETAILER TO

CONSUMER

This is the longest of the consumer channels in that it enlists the services of the most

participants. In this channel structure, agents or brokers are used to contact wholesalers. The

primary function of the agents or brokers is selling. Agents and brokers have been most

useful to producers who are not large enough to support their own sales representatives.

Additionally, some producers use agents and brokers because they prefer to concentrate the

company’s resources on production and give the marketing responsibility to external

facilitators.

CHANNEL 5: PRODUCER TO AGENT TO RETAILER TO CONSUMER

This channel is frequently used in the clothing industry and in other industries

characterized by a large number of small manufacturers who use agents to call on large retail

chains. Many items in supermarkets are sold through food brokers, which is a special type of

channel agent. Many nonfood items that require more promotional efforts than are typically

provided by food wholesalers are handled by these agents. For manufacturers whose product

lines are too limited to support a corporate sales force, they can enlist the services of agents

who serve several manufacturers.

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CONSUMER MARKETING CHANNEL

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After completing this survey I was able to find out following points.

 There is lots of confusion in the thought of consumers related to brands of soft

drinks.

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 There are lots of similarities in the product of both manufacturing companies.

But when we analyze market share of both the companies, coca cola has an

edge to Pepsi in Faizabad with the ratio of 61:39 i.e.(61% Coca Cola, 39%

Pepsi).

 It was observe that the market share of Coca Cola is for better in comparison

to Pepsi in Faizabad.

 TPM standards are not followed by distributers and retailers

properly.

 Distributers do not keep inventory in chronological order.

 Some distributers keep inventory in sun light.

 Due to lack of sine boards retailers are forced to display coke

products in sun light.

 It was found that “DEW” in the market generated new challenge to Coca Cola

 Among the Coca Cola products “PET” availability and demand was maximum

for “Thumsup &Sprite”.

 Response of retailers is very bad in few areas.

 It was found that Coca Cola product like Fanta, Limca, Sprite were not

available in few area.

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 In Juice availability it is found that Maaza in more acceptable than Slice of

Pepsi in Faizabad.

 250 ml bottle of Maaza are found in many sub-area but not greater than 600ml

or 1000ml.

 600ml & 1200ml is founded near about every sub-area.

 There is a lack of supply in almost every region in got season.

 Availability of Coke brands is more than Pepsi.

 Channel of distribution of Coke is more intense than that of Pepsi.

 I show a Faizabad I found 85% people take Coca Cola and 15% Pepsi .

 Status of Coke outlets is more than mixed (Pepsi &Coke both).

 Eatery outlets are found more than the outlets of other category such as convenience,

dhaba, grocery, hotel and others.

 Filled stock of Coke is more than Pepsi.

 Different types of grapevine are in hierarchical level.

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RECOMMENDATIONS AND SUGGESTIONS

 The Company should come implement better promotional schemes and services.

 Company should frame effective carriage process.

 The field staff of company should be more co-operative with our sellers.

 The A.S.M. of the company must listen to the problems of retailers.

 Proper sales distribution channel should be executed.

 The company should provide competitive rates and schemes.

 Routine service of the delivery vehicle should be carried out.

 Company should frame effective credit policy.

 Price discrimination should be avoided.

 Company should introduce the scheme of extra incentive to the sale persons on the target

quota basis.

 The company personnel have to maintain proper supply in the market.

 Previous year sales and overall performance of the retailers should be considered for

providing facilities.

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TO MAKE RELATIONSHIPS WITH RETAILERS/AGENCY

HOLDERS/DISTRIBUTORS.

 Through my survey, I found that it is a seller market. So it is in the hand of

retailer to enhance the sales of any product. So the company should motivate or

encourage retailers for selling Coca Cola products.

 Marketing executive should listen complaints of retailers and should take

immediately remedial action.

 Advertisement facilities should reach to maximum retailers, like- Banners,

Posters, Stand and Board etc.

 Company should introduce new scheme of incentives for the sales person on

the target.

 Sales promotions scheme should be advertise through newspaper, T.V., etc.

 Retailers want gifts from company occasionally or on their performance,

which should be fulfilled time to time.

 Company should take remedial action to non-performance agencies.

 More up graded chilling facility should be provided.

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 The traaning programs like Parivartan (Awareness to Retailers) should be

organized time to time.

I am a student of MBA I am doing a summer training Project for academic purpose and it is

to be assured to you that all the information’s of this project will keep confidential.

COMPARISION BETWEEN COKA COLA AND PEPSI

NAME ……………...................................

DATE ............................................

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ADDRESS …………………………………… PH.NO

Question1- Whether your refrigerator working properly or not?

Yes { }

No { }

Question2- Do you have any problem related to product quality?

Yes { }

No { }

Question3- Do you need large refrigerator?

Yes { }

No { }

Question 4- Products comes in your hand time to time?

Yes { }

No { }

Question 5- Route agent tells you scheme related product or not?

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No { }

Yes { }

Question 6- Coke providing right services or not?

Yes { }

No { }

Question 7- Which product of Coke is in most demand?

Maza { }

Sprite { }

Thumsup { }

Fanta { }

Coke { }

Other { }

Question 8- Are you satisfied related to route agent behaviour?

Yes { }

No { }

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Question 9- Which size do you prefer most?

200ml { }

250ml { }

300ml { }

600 ml { }

2 lt. { }

Question 10- Are you satisfied with Coke distribution network?

Yes { }

No { }

Question 11- Do you think Coke is batter than Pepsi?

Yes { }

No { }

Question 12- How many Bottle of Coke you sell in one weak?

200 Bottles { }

100 Bottles { }

Less then 200 Bottles { }

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More then 200 Bottles { }

Question 13- Do you get the offer and scheme of coca cola?

Yes { }

No { }

Question 14- Which company's Refrigerator you have?

Coke { }

Pepsi { }

Own { }

Question 15- Which fridge to you have?

Company { }

Pepsi { }

Question 16- Do you get supply Timely?

Yes { }

No { }

Question 17- Do you satisfied with company’s offer and scheme?

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Yes { }

No { }

Question 18- Which types of fridge do you have?

VGC { }

CC { }

FF { }

Question 19- What recruitment to the company for increasing the selling of

product?

……………………………………………………………………………………

…………………………………………

Question 20- Do you want to give any suggestion and recommendation to the

company to increasing the production ?

……………………………………………………………

……………………………………………………………

Signature

……………………

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After the analysis of data obtained from research area, followings are the conclusion which

can be drawn…

 The Retailers are keens to keep the coke brands (Thums up, Coca-Cola, Limca, Sprite,

and Maaza).

 The more satisfaction level is observed by Coke than Pepsi.

 Distribution channel of Coke is stronger than that of Pepsi.

 Availability of Coke in retail shops is more than that of Pepsi.

 Coke provides expected return to Retailers/Agency holders/Distributors.

 Coke is considered to be the most favourable brands in cold drinks Industry.

 The Distributors/Agency holders/Retailers are equipped with all schemes from Coke.

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