A BRIEF STUDY

ON
“Comparative Market Analysis of Quikrjobs with Naukri.com ”

PROJECT REPORT
SUBMITED IN THE PARTIAL FULFILMENT FOR THE AWARD OF DEGREE OF
MBA
(2018-2020)

GALGOTIA COLLEGE OF ENGINEERING & TECHNOLOGY

(DR. A. P. J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW)
(Approved by AICTE, ministry of India & AKTU Uttar Pradesh, Lucknow)

Under Supervision of:- Submitted by:-

TANYA GUPTA
MBA
Roll No. : 1809770058
Session : 2018-2020
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ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
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There is always a sense of gratitude one expresses to others for the helpful and needy
service they render during all phases of life. I have completed this training with the help of
different personalities. I wish to express my gratitude towards all of them.

I am greatly obliged to Mr. Shravan Gupta & Mr. Ajay kishore Sharma (Team
Managers) who accommodated me for training in this esteemed organization

It gives me immense pleasure to express my deep regards and sincere sense of gratitude to
Mr. Pradeep Kumar (Regional Marketing head, Noida) for his guidance throughout the
training. Thank you sir for your able and worthy guidance.

I would also like to thank my faculty guide, Dr. Swati Singh for steering my confidence
and capability for giving me insight into training by giving me exposure to the arena of
competitive and real world.

Lastly I would like to thank my parents and friends for their constant support during the
duration of my training.

Thank You One and All

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CONTENTS

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1. EXECUTIVE SUMMARY ()
2. PREFACE ()
3. LITERATURE REVIEW ()
4. DECLARATION ()

5. INTRODUCTION TO THE STUDY ()

OBJECTIVE OF THE STUDY
IMPORTANCE AND RELEVANCE OF THE STUDY
NEED FOR THE STUDY
SCOPE OF THE STUDY
LIMITATION OF THE STUDY
SUMMARY ABOUT THE COMPANY

6. ABOUT QUIKRJOBS (30-46)

INTRODUCTION
ABOUT QUIKR INDIA
HISTORY OF COMPANY

MARKETING STRATEGY OF QUIKRJOBS

SLOGANS OF QUIKRJOBS

BUSSINES VIEW

MISSION AND VISION OF QUIKRJOBS

CORE VALUES AND PRINCIPLES
ORGANISATION STRUCTURE

7. ABOUT NAUKRI.COM ()
INTRODUCTION
HISTORY OF COMPANY
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 MARKETING STRATEGY OF NAUKRI.COM
SLOGANS OF NAUKRI.COM
BUSINESS VIEW
MISSION AND VISION OF QUIKRJOBS
CORE VALUES AND PRINCIPLES
ORGANISATION STRUCTURE

8. COMPARISON IN TERMS OF MARKET ANALYSIS ()

10. OTHER PORTALS IN THE MARKET ()
11. RESEARCH METHODOLOGY ()
12. SWOT ANALYSIS ()
13. OBSERVATION ()
14. INTERPRETATION ()
15. RESEARCH FINDINGS ()
16. RECOMMENDATION ()
17. CONCLUSION ()
18. BIBLIOGRAPHY ()
19. QUESTIONNAIRE ()

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12
EXEXCUTIVE SUMMARY

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I, TANYA GUPTA felt privileged to be a part of Galgotia College of engineering &
technology, Greater Noida a constituent unit AKTU. I did my summer internship training
in QUIKR India pvt Limited . My project title is

“Comparative Market Analysis of Quikrjobs with Naurki.com”.

The basic objective of the project is to analyze the competition faced by Quikrjobs in
Noida market with that of Naukri.com.

In this project I made a survey through from inside the organization by taking feedbacks
and also asked selected questions to the various clients who are already using this portal .

The basic tools that I used to analyze the result were percentage analysis and to see several
significance comparisons between Quikrjobs and Naukri.com .
After analysis of the topic it is found that NOIDA has the most potential market for the
Quikrjobs also some regions of delhi fits to a good level of market for quikrjobs . The
major players in the market of job portals are Naukri.com , Justdial , Shine.com , Indeed ,
Workindia , Timesjobs , Freshersworld , Olx etc. It is also found that the Naukri.com has
captured the major market share.

Quikrjobs should understand the expectations of clients and the Recruiters . If one wants to
take a lead in job sectors then one should keep the following factors in mind that the
products & services are easily available to naukri.com in the market, to improve the
accessibility and the reliability of products & services from time - to- time, competitive
services should be provided to the Hr recruiters, but as compare to naukri.com quikrjobs
provide the less amount packages also and last but not the least the promotional strategy
should be such that it hits people’s mind.

Most of the Hr recruiters of a company that I contacted was using quikrjobs as well as
other naukri.com also , and there is difference between the service level of both company
that is provided to the recruiters, recruiters always wants the product should be giving the
expected results there whenever required by a company, most of the recruiters were happy
with hiring of quality employees , most of the recruiters are happy with offer provided by
quikrjobs as comparison with the naukri.com and behavior of the sales person, but on
overall satisfaction level most recruiters remain neutral they are neither happy nor
unhappy, they want quick response from the packages whenever they feel problem in
using quikrjobs portal & other services.

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PREFACE

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 PREFACE
Knowledge attains maturity and perfection through application in practical field of rapidly
changing circumstances.

A project is a systematic study of real issues on a problem with application of management

skills. The study can deal with small or big issues in area of organization. It can be case
study where a problem has been dealt through the process of management. Summer
training is an integral part of the study in MBA, and student of Management have to
undergo training session in a business organization for 45 days to gain some practical
knowledge in their specialization and to gain some working experience.

Project is an essential part of our master degree course. It enables us to gain in-depth
knowledge of the subject matter and explore new opportunities in that particular sphere. I
am fortunate that I got an opportunity to work with “QUIKR INDIA PVT LTD”. as a part
of the summer training and I have tried our my efforts to make it a great learning
experience.

My project topic “A Brief study on Comparative market analysis of Quikrjobs with

Nuakri.com” is one of the most relevant topics & working on this project gave me an
insight & hands on experience of the application of various marketing strategies in a job
sectors.

Certainly this analysis will explore my abilities and strength to its fullest extent for the
achievement of organization as well as my personal goal.

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LITERATURE REVIEW

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 LITERATURE REVIEW
Quikrjobs a vertical of Quikr india pvt ltd is one of the most successful entry level hiring
partner companies in india. Quikr was founded by Pranya chulet and jiby thomas in 2008
in india . Today Quikr affiliates in approx 900 cities in the india and generate revenues in
excess of Rs 150crores . In its pursuit of growth and expansion. Quikr was initially
launched as Kijiji India in November 2005.

After entering the Indian markets Kijiji Established its dominance in the market owing to
its expertise in sales, marketing, operations and local collaboration. maintained its market
dominance for many more years to come. However, this advantage slipped and Kijiji had
to concede the market leadership to Quikr india pvt India.

But the most important activity was avalibility of job sector like Quikr jobs to make more
efficient revenue and capture a good market share with that of naukri.com which is also
the no. 1 job portal in india.

The most important reason behind bringing quikr jobs was to provide the entry level
workers to the companies. This move by QUIKR adversely affected its position of a
market leader because while naukri.com was giving the facility of providing only
professionals to the company which quikr jobs continued along with its entry level hiring
partner in india and within one year, it was able to snatch considerable market share from
naukri.com. To explore the reasons behind these developments this study will analyze the
marketing initiatives and policies of QUIKR India in detail.

The above-mentioned objectives can be achieved by carrying a proper and planned

research involving different types and methods. The data collected laid the foundations for
the study and gave a platform for the analysis and findings which lead to the fulfillment of
the objectives.

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The data collected for research is primary and secondary. Primary data is collected by
observation, interviews and questionnaires. The data collection and analysis paves way for
the recommendation ad conclusion of the study that reveals some important findings
regarding the strategy and corporate structure and strategy of QUIKR India.

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DECLARATION

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 DECLARATION
I hereby declare that the project entitled “Comparative market
analysis of Quikrjobs with Naukri.com” was done by me under the
guidance of Dr. Swati Singh, faculty GALGOTIA COLLEGE OF
ENGINEERING & TECHNOLGY GREATER NOIDA, in partial
fulfillment of the requirement for the award of the degree of Post
Graduate Program in Master Of Business Administration.
I assure that the work is original and has not been submitted earlier
to this Institute or to any other institution.

TANYA GUPTA
MBA: (3RD SEM)
ROLL NO. :-1809770058
SESSION: (2018-2020)

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INTRODUCTION
TO
THE STUDY

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 INTRODUCTION TO THE STUDY
Today many new companies are coming in to the Job sectors because of this the
competition is also growing rapidly. Because of this reason they have to compete with their
competitors constantly. In some sectors the new companies may not come in to existence
but the competition between the existing companies is growing more and more. The Job
sector industry is mainly suffering with this particular problem. The Companies have to
continuously compete with their competitors to get good market share and good profits. To
face their competitors they have to know their position and the competitor’s position in the
market. For this, the Company’s will compare itself with their competitor that means they
will do the comparative analysis in all aspects.

“comparison by products and services of two or more alternatives, processes,

qualifications, set of data and systems etc. in accounting for, for example changes in a
financial statement’s items over several accounting period may be presented together to
detect the emerging trends in the firm’s operations and results”.

From this we can understand that Comparative analysis means the comparison between
the similar things (products, place, technologies, services and etc.) regarding the features,
functions, behavior, SWOT, and many other characters is called Comparative analysis.

In comparative analysis the Company will compare itself with the company which is in the
top position in that industry or which is top in the position in that particular area or region;
from this they can understand their position in that industry. It will be very useful know
what is the strength and weakness of the Company and the company will try rectify the
problems in order to increase their performance to reach and to beat out that other
Company with whom they are comparing their Company.

In the present scenario in the job sector industry, many companies are fighting with each
other. They are adopting and changing the strategies frequently. They are changing their
schemes and offers according to their competitors. They have to analyse their competitor’s
strategies and techniques comparing with their company’s strategies and techniques. The
study on comparative Analysis of Quikrjobs with Naukri.com is very useful to Quikrjobs
Company. The comparison is done on all aspects of the Company. From this analysis the
company can know their position in the market. Through this Analysis Quikrjobs Company
can know the merits and demerits of the Company comparing with Naukri.com.

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There are two famous job portals companies, naukr.com & Quikrjobs, have been
competing dramatically and offering employee hiring and many other job services for
market profit for the last 8 years but also because both naukri & quikr companies using the
different styles of commercials and products to expand their markets. Personally I believe
that Quikrjobs earned good profit n bluecollar markets than Naukri.com as it has better
marketing strategies and the representative for its commercials . I woud choose quikrjobs
because Quikrjobs has a good platform for entry level hiring and also marketing strategy
that attracts all professions of people , whereas Naukri.com targets mostly high profiled
professional employees hiring.

Therefore, we should use quikrjobs if we need to hire blue collar employees that knows
how to appreciate all small profession works regardless of their genders. This is the good
sign for the company to get good market share.

Industry experts believe that a lead in the blue-collar market has largely been due to
Quikr's focus on a crisp product offering that enables higher traction for the portal.
"(QuikrJobs') positioning has been clear for both employers and employees and so they
have been able to make a dent in this (blue collar) category," said Satish Meena, senior
forecast analyst at Forrester Research.

When we compare the commercial Ads of the two companies, Quikrjobs and Naukri.com
there is a major thing that we can pick up from them, which is the representative of their
job portals. In other words who are the representatives in both commercial Ads? The
companies try to establish an image to the public is that their brands are closely related to
the requirements of the people. Sometimes they directly hit the egos of the customers and
to satisfy their ego they will show the solution, that is the product of the company. This
should be taken care by the Advertising department. This comparative analysis is also
helpful to know the belief and faith of the recruiters as well as job seekers on Quikrjobs
Company. The total data for the study was collected based on the comparison between the
two Companies, Quikrjobs and Naukri.com. also naukri.com takes a lead in terms of
advertisisng as it aleady have the big market share but from quikrjobs ads the most positive
impact it created of about bluecollar entry level jobs . During this study some recruiters as
well as employees gave some suggestions to improve the quality of the service and the
image of the Company in the market and some people gave some complaints on the
products of the company that they are not providing the sufficient information about the
offers, service and the other things regarding the company. The company can use these
suggestions for its improvement and by considering the complaints they can rectify the
problems that they are facing from the company .

The Company can go for the survey on noida to know the position of their products, hence
through this comparative analysis the Company can get the information about the position
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of the Company in that area along with the position of the rival Company in that particular
area. In this study the comparison was done in the case of Advertising of the Company’s,
the manner they are attracting the customers, the differences in the products and sevices
etc. were done. From all these comparisons QUIKR can know the differences between the
quikr jobs and its competitor naukri.com. Without comparing one Company with another
company which is in the same industry they cannot know their position in that particular
industry.

In this manner the study on Comparative analysis of Quikrjobs with Naukri.com is Very
much important and helpful to the company.

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 OBJECTIVE OF THE STUDY

Management is a course which teaches the student to get the work done properly from
different available sources viz. man, machine, material, money etc. So there can be a
satisfaction from the organization side and the workers side who play a significant role in
achieving success. So far the fulfillment or the management course, it gives emphasis to
project work and students learn how to plan in practical terms rather in terms of theory
only. Student tends to develop analytical and problem solving skill. We necessary become
motivated and competitive, in fact all the learning that goes on for the two year term
become so much the part of our thinking that we developed a well all rounded personality.
The purpose of research is to discover answers to questions through the application of the
sciencetific procedures the main aim is to find out the truth which is hidden and which is
not yet discovered yet.

The following are the objectives and purpose of the study-

To care and contact with the working of an organization and to see the different
types of marketing activities. The main emphasis is on the comparative market
analysis of Quikrjobs in Patna.
To ascertain the consumer brand perception of cold drinks with respect to price,
product, quantity and advertising.
To find the share of QUIKR and coca-cola in soft-drinks
To study the preference of people for soft drink
To determine the target market for soft drinks.

To identify the ways to increase the market share of QUIKR

To know distribution channel Strategy of QUIKR.

To know the importance of Distribution channel strategy in Positioning of the

product.
Sub Objective:
 To know the QUIKR planning towards the distribution channel strategy.

 How strong relationship QUIKR has with the distributors and retailers.

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  Perception of consumer towards the QUIKR product.

 Perception of retailers towards the distribution channel of the QUIKR.

IMPORTANCE AND RELEVANCE OF THE STUDY

Comparative market analysis enables to have a total grasp of the environment in which the
firm operates. It helps the company in formulating its competitive/marketing strategy. It is
the structural realities of he specific industry, the nature and intensity of competition there
in and the relative abilities of the player are of special relevance to the firm in formulating
strategy.

Market analysis serves as aground to strategy formulation. It helps the firm to assess
industry attractiveness as well as its own strength relative to other players in the industry.
With this analysis the firms get to know details such as industry growth, industry
profitability, industry potential, positioning of their products, market share etc.

The comparative market analysis of quikrjobs will help to know the various aspect of
QUIKR and its competitor which are outlined below :
Number of players
Nature of competition: monopoly, oligopoly, perfect competition, or a mixture
Total market size and relative shares of the players
Installed production capacity and relative market shares of he players
Significant change if any, in industry structure in recent times
Demand supply scenario
Demand drivers in the industry
Barriers in the industry
Differentiation pracised by various players
Forces shaping competition in the industry
Attractiveness of the industry

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 NEED FOR THE STUDY
In the present scenario there is cutthroat competition between the various soft drinks
brands. The companies are struggling a lot to keep up their market share in the industry and
to improve the sales of their products i.e. the turnover of the company. For this the
company has to know their position in the market and the opinion and the loyalty of the
customers and the retailers when compared to their competitor. Because of this reason the
comparative analysis is very important and useful to the Company.

By the use of comparative analysis the companies can understand the position of the
company and the strength of the company in the market. Through the comparative analysis
we can understand that what strategies the competitors are using for the increase their sales
volume. From the study we can gather the information regarding the opinion of the
retailers on the companies comparatively and this will help to plans for the future to
increase the performance of the company and to gain the loyalty of the retailers when
compared to the competitors.

Through this study the investigator got the personal experience in the market field. He can
implement his theoretical knowledge in to practice. He can know how the companies are
competing with each other to sustain in the market in this tough competitive world. Hence
I felt that there is a need for the study. However, this type of study has not been carried out
earlier by any investigator.

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 SCOPE OF THE STUDY
The scope of this study is to ascertain the effectiveness of and various methods to
increase the sales volume of the concern. The methods include regular information to the
buyers creating a brand position in the market and taking measures to make the brand
remain in its position. One of the important aspects of this study is also to increase the
market segment for the product.

LIMITATION OF THE STUDY

As I was asked to carry on my vocational training I found the following limitations
during my training period. So I could not collect all information regarding my topic.

Shortage of time factor was one of the biggest constraints.

Most stress was given on the primary data as it was difficult to collect
secondary data from the organization and distribution since it is difficult to
ascertain the authenticity of their statements.
The limitations faced during the dissertation my research as lack of
availability of first hand data. As the data included is secondary in nature,
authentication of the data is major concern. The next difficulty was the facts
and figures had change due to change in financial year, thus it could affect the
recommendation and conclusion part.

All the observation and recommendation will be made on the feed back
obtained from survey.
There can also be the limitation as the sample size; on the basis of 200
respondents we can not get the truthful result about the distribution channel of
any organization that major limitation of my dissertation.

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 Unavailability of some information due to the lack of awareness of retailers
in these clusters.
It may happen that what question we ask from the retailers/distributors, they
may not give tact full answer.

Bias in the information provided by the retailers

Retailers and distributors had less time to give answer of our questionnaire
and may be that answer is not fact full.

The area of concern was limited due to that research may not give fact full
result.

Respondent was not giving the answer of our questions.

The area of survey was Patna, Bihar etc. and it was concentrated on urban area
only.

The psychological condition varies from place to place because in many

places outlet owner was not supportive.

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 SUMMARY ABOUT THE COMPANY

QUIKR, Inc.

View of QUIKR's Global headquarters building on theDonald M. Kendall

Sculpture Gardens in Purchase, New York

Type Public

Traded as NYSE: PEP

S&P 500 Component

Industry Beverages
Food processing

Founded 1898; 118 years ago

New Bern, North Carolina, U.S.

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Founders Caleb Bradham
Donald Kendall
Herman Lay
Headquarters Purchase, New York, U.S.
Area served Worldwide
Key people Indra Nooyi
(Chairman and CEO)
Products See list of QUIKR products
: Quikrjobs, Mountain
Dew,Lay's, Gatorade, Tropicana, 7Up, Doritos, Lipton
Teas, Quaker
Foods, Cheetos, Mirinda,Ruffles, Aquafina, Quikrjobs
Max, Tostitos, Mist Twist, Fritos, and Walkers
Revenue US$63.056 billion (2015)
Operating US$8.353 billion (2015)
income
Net income US$5.452 billion (2015)
Total assets US$69.667 billion (2015)
Total equity US$11.923 billion (2015)
Number of 263,000 (2015)
employees
Subsidiaries List of subsidiaries
Website QUIKR.com

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 HISTORY OF THE COMPANY
It was first introduced in North Carolina in 1898 by Caleb Braham who made a pharmacy
which sold the drink which was known back then as "Brad's Drink", and was later named
Quikrjobs Cola possibly due the digestive enzyme quikrjobsn and kola nuts used in the
recipe. Braham sought to create a fountain drink that was delicious and would aid in
digestion and boost energy.

In 1903, Braham moved the bottling of Quikrjobs-Cola from his drugstore into a rented
warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Quikrjobs was
sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1926, Quikrjobs
received its first logo redesign since the original design of 1905. In 1929, the logo was
changed again. In 1929, automobile race pioneer Barney Oldfield endorsed Quikrjobs-Cola
in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race".

In 1931, the Quikrjobs-Cola Company went bankrupt during the Great Depression- in large
part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a
result of World War I. Assets were sold and Roy C. Megargel bought the Quikrjobs
trademark. Eight years later, the company went bankrupt again. Quikrjobs's assets were
then purchased by Charles Guth; the President of Loft Inc. Loft was a candy manufacturer
with retail stores that contained soda fountains. He sought to replace Coca-Cola at his
stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's
chemists reformulate the Quikrjobs-Cola syrup formula.

During the Great Depression, Quikrjobs gained popularity following the introduction in
1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price
was slashed to five cents, sales increased substantially. With a radio advertising campaign
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featuring the jingle "Quikrjobs cola hits the spot Twelve full ounces, that's a lot / Twice as
much for a nickel, too Quikrjobs-Cola is the drink for you," arranged in such a way that the
jingle never ends. Quikrjobs encouraged price-watching consumers to switch, obliquely
referring to the Coca-Cola standard of six ounces per bottle for the price of five cents (a
nickel), instead of the 12 ounces Quikrjobs sold at the same price. Coming at a time of
economic crisis, the campaign succeeded in boosting Quikrjobs's status. In 1936 alone
500,000,000 bottles of Quikrjobs were consumed. From 1936 to 1938, Quikrjobs-Cola's
profits doubled.

1940s advertisement specifically targeting African Americans.

Quikrjobs's success under Guth came while the Loft Candy business was faltering. Since
he had initially used Loft's finances and facilities to establish the new Quikrjobs success,
the near-bankrupt Loft Company sued Guth for possession of the Quikrjobs-Cola
company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the
Delaware Supreme Court and ultimately ending in a loss for Guth.

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ABOUT QUIKR INDIA
PVT. LTD.

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 INTRODUCTION

Beverage industry is one of the fast growing industries in India .it can be divided into two
sections i.e. carbonated and non-carbonated. The carbonated drinks that can be further
classified into cola, lemon orange, mango and apple segments.

As far as the soft drink market is concerned, it is facing the cut throat competition because
of the availability of a large number of indirect as well as direct competitors. Single
company offers the soft drink to the market in different taste and flavors. In this industry
entire range of flavors are produced by other competitors also. More often it becomes
impossible to differentiate between the same flavors of two different brands, when served
in plane container, range also. All these factors together make the situation complicated.
Besides both corresponding brands have the similar price.

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 QUIKR IN INDIA
QUIKR gained entry to India in 1988 by creating a joint venture with the Punjab
government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited.
This joint venture marketed and sold Lehar Quikrjobs until 1991, when the use of foreign
brands was allowed; QUIKR bought out its partners and ended the joint venture in 1994.
Others claim that firstly Quikrjobs was banned from import in India, in 1970, for having
refused to release the list of its ingredients and in 1993, the ban was lifted, with Quikrjobs
arriving on the market shortly afterwards. These controversies are a reminder of "India's
sometimes acrimonious relationship with huge multinational companies." Indeed, some
argue that QUIKR and The Coca-Cola Company have "been major targets in part because
they are well-known foreign companies that draw plenty of attention."

In 2003, the Centre for Science and Environment (CSE), a non-governmental organization
in New Delhi, said aerated waters produced by soft drinks manufacturers in India,
including multinational giants QUIKR and The Coca-Cola Company, contained toxins,
including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to
cancer, a breakdown of the immune system and cause birth defects. Tested products
included Coke, Quikrjobs, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found
that the Indian-produced Quikrjobs's soft drink products had 36 times the level of pesticide
residues permitted under European Union regulations; Quikrjobs's 30 times. CSE said it
had tested the same products in the US and found no such residues. However, this was the
European standard for water, not for other drinks. No law bans the presence of pesticides in
drinks in India.

The Coca-Cola Company and QUIKR angrily denied allegations that their products
manufactured in India contained toxin levels far above the norms permitted in the
12
developed world. But an Indian parliamentary committee, in 2004, backed up CSE's
findings and a government-appointed committee, is now trying to develop the world's first
pesticides standards for soft drinks. Coke and QUIKR opposed the move, arguing that lab
tests aren't reliable enough to detect minute traces of pesticides in complex drinks. On
December 7, 2004, India's Supreme Court ruled that both QUIKR and competitor The
Coca-Cola Company must label all cans and bottles of the respective soft drinks with a
consumer warning after tests showed unacceptable levels of residual pesticides.

Both companies continue to maintain that their products meet all international safety
standards without yet implementing the Supreme Court ruling. As of 2005, The Coca-Cola
Company and QUIKR together hold 95% market share of soft-drink sales in India.
QUIKR has also been accused by the Puthussery panchayat in the Palakkad district in
Kerala, India, of practicing "water piracy" due to its role in exploitation of ground water
resources resulting in scarcity of drinking water for the panchayat's residents, who have
been pressuring the government to close down the QUIKR unit in the village.

In 2006, the CSE again found that soda drinks, including both Quikrjobs and , had high
levels of pesticides in their drinks. Both QUIKR and Company maintain that their drinks
are safe for consumption and have published newspaper advertisements that say pesticide
levels in their products are less than those in other foods such as tea, fruit and dairy
products. In the Indian state of Kerala, sale and production of Quikrjobs, along with other
soft drinks, was banned by the state government in 2006, but this was reversed by the
Kerala High Court merely a month later. Five other Indian states have announced partial
bans on the drinks in schools, colleges and hospitals.

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 MARKETING STRATEGY OF QUIKRJOBS
In 1975, Quikrjobs introduced the Quikrjobs Challenge marketing campaign where
QUIKR set up a blind tasting between Quikrjobs and rival . During these blind taste tests
the majority of participants picked Quikrjobs as the better tasting of the two soft drinks.
QUIKR took great advantage of the campaign with television commercials reporting the
test results to the public.

In 1976 Quikrjobs, RKO Bottlers in Toledo, Ohio hired the first female Quikrjobs
salesperson, Denise Muck, to coincide with the United States bicentennial celebration.

Quikrjobs logo (1973-87). In 1987, the font was modified slightly to a more rounded
version which was used until 1991.

In 1996, QUIKR launched the highly successful Quikrjobs Stuff marketing strategy. By
2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that
"helped redefine promotion marketing."

In 2007, QUIKR redesigned their cans for the fourteenth time, and for the first time,
included more than thirty different backgrounds on each can, introducing a new
background every three weeks. One of their background designs includes a string of
repetitive numbers 73774. This is a numerical expression from a telephone keypad of the
word "Quikrjobs."

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Quikrjobs’s logo (2003-09. Currently using with Quikrjobs Wild Cherry and Quikrjobs
ONE)
In late 2008, Quikrjobs overhauled their entire brand, simultaneously introducing a new
logo and a minimalist label design. The redesign was comparable to earlier simplification
of their can and bottle designs. Due to the timing of the new logo release, some have
criticised the logo change, as the new logo looked strikingly similar to the logo used for
Barack Obama's successful presidential campaign, implicating a bias towards the
President. Also in 4th quarter of 2008 Quikrjobs teamed up with Google/Youtube to
produce the first daily entertainment show on Youtube. This daily show deals with pop
culture, internet viral videos, and celebrity gossip. Poptub is refreshed daily from
Quikrjobs.

Since 2007, Quikrjobs, Lay's, and Gatorade have had a "Bring Home the Cup™," contest
for Canada's biggest hockey fans. Hockey fans were asked to submit content (videos,
pictures or essays) for a chance at winning a party in their hometown with The Stanley Cup
and Mark Messier.

In 2009, "Bring Home the Cup™," changed to "Team Up and Bring Home the Cup™."
The new installment of the campaign asks for team involvement and an advocate to submit
content on behalf of their team for the chance to have the Stanley Cup delivered to the
team's hometown by Mark Messier.

Quikrjobs has official sponsorship deals with three of the four major North American
professional sports leagues: the National Football League, National Hockey League and
Major League Baseball. Quikrjobs also sponsors Major League Soccer.

Quikrjobs also has sponsership deals in international cricket teams. The Pakistan cricket
team are just one of the teams that the brand sponsers. The team wears the Quikrjobs logo
on the front of their test and ODI test match clothing.

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 SLOGANS OF QUIKRJOBS

1. 1939-1950: "Twice as Much for a Nickel"

2. 1950: "More Bounce to the Ounce"
3. 1950-1957: "Any Weather is Quikrjobs Weather"
4. 1957-1958: "Say Quikrjobs, Please"
5. 1958-1961: "Be Sociable, Have a Quikrjobs"
6. 1961-1963: "Now It's Quikrjobs for Those Who Think Young"
7. 1963-1967: "Come Alive, You're in the Quikrjobs Generation".
8. 1967-1969: "(Taste that beats the others cold) Quikrjobs Pours It On".
9. 1969-1975: "You've Got a Lot to Live, and Quikrjobs's Got a Lot to Give"
10. 1977-1980: "Join the Quikrjobs People (Feeling Free)"
11. 1980-1981: "Catch That Quikrjobs Spirit" David Lucas composer
12. 1981-1983: "Quikrjobs's got your taste for life"
13. 1983-1984: "Quikrjobs Now! Take the Challenge!"
14. 1984-1991: "Quikrjobs. The Choice of a New Generation" (commercial with
Michael Jackson, featuring Quikrjobs version of Billie Jean)
15. 1986-1987: "We've Got The Taste" (commercial with Tina Turner)
16. 1987-1990: "Quikrjobs's Cool" (commercial with Michael Jackson, featuring
Quikrjobs version of Bad)
17. 1990-1991: "You got the right one Baby UH HUH" ( sung by Ray Charles for Diet
Quikrjobs )
18. 1991-1992: "Gotta Have It"/"Chill Out"
19. 1992-1993: "Be Young, Have Fun, Drink Quikrjobs"
20. 1993-1994: "Right Now” Van song for the Crystal Quikrjobs advertisement.
21. 1994-1995: "Double Dutch Bus" Quikrjobs song sung by Brad Bentz.
22. 1995: "Nothing Else is a Quikrjobs"
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23. 1995-1996: "Drink Quikrjobs. Get Stuff." Quikrjobs Stuff campaign
24. 1996-1997: "Quikrjobs: There’s nothing official about it" (During the Wills World
Cup (cricket) held in India/Pakistan/Sri Lanka)
25. 1997-1998: "Generation Next" - with the Spice Girls.
26. 1998-1999: "It's the cola" (100th anniversary commercial)
27. 1999-2000: "For Those Who Think Young"/"The Joy of Quikrjobs-Cola"
(commercial with Britney Spears/commercial with Mary J. Blige)
28. 2000-2003: "Aazadi dil ki" (Hindi - meaning "Freedom of the Heart")(India)
29. 2003: "It's the Cola"/"Dare for More" (Quikrjobs Commercial)
30. 2003-2005: "Yeh Pyas Hai Badi" (Hindi meaning "This thirst is too much")(India)
31. 2005-2006: "An ice cold Quikrjobs. It's better than sex!" (Larry Sypolt)
32. 2006-2007: "Why You Doggin' Me"/"Taste the one that's forever young"
Commercial featuring Mary J. Blige
33. 2007-2008: "More Happy"/"Taste the once that's forever young" (Michael
Alexander)
34. 2008: "Yeh hai Youngistaan Meri Jaan!" (Hindi)(Urdu - meaning "This is the Young
era my dear" (India and Pakistan)
35. 2008: "Quikrjobs Stuff" Super Bowl Commercial (Justin Timberlake)
36. 2008: "Рepsi is #1" Тv commercial (Luke Rosin)
37. 2008: "Quikrjobsfy karo gai!" Commercial (Urdu (Hindi - meaning "Wanna
Quikrjobsfy!") (Pakistan) (Featuring. Adnan Sami and Annie)
38. 2008-2009: "Something for Everyone."
39. 2009-present: "Refresh Everything" and (during many commercials) "Every
Generation Refreshes The World"

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QUIKRJOBS INPUT – PROCESSING – OUTPUT MODEL

Input
Supply
1. Manage supply ingredients to ensure availability to produce products.
2. Maintain purified water supply for quality and availability to produce
products.
Manufacturing
1. Ensure best technology is available to produce products and mix ingredients.
2. Ensure quick storage and inventory processes to maintain freshness and
quality.

Sales
1. Determine demand by past sales and future marketing.
2. Adjust quantities produced in real time to meet appropriate demand.

Output
Supply
1. Determine inventory of ingredients to order new supplies.
2. Maintain purified water supply so ensure continuance of production.
Manufacturing
1. Ensure proper packaging to ensure quality and freshness in products.
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 2. Maintain quick local distribution to ensure freshness and quality products.
Sales
1. Keep positive distribution levels to all sales outlets to maintain positive sales.
2. Meet any new demand or competition with products and consumer needs.

BUSINESS VIEWS
These are the three different views to explain Quikrjobs in terms of relevance, accuracy,
timeliness, exclusiveness, and accessibility.

MARKETING VIEW-: The marketing view is the backbone of business dimension in

case study of Quikrjobs. In order to make a firm successful in the marketplace this view
must penetrate all the other views together. Introducing new ways to approach the market
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or launching a new product needs good understanding of the target population, which is
done through the marketing view. It forecasts and plans the different components in the
business dimension that are going to affect the future of the company. Through the
marketing view Quikrjobs tries to reach to its existing as well as future customers. A
competent market strategy is very important in today’s competitive market; especially for a
multinational company like, Quikrjobs. Narrowing down its different products towards
different type of population, for example, Sprite among buyers for various products within
the company. Advertising is a very vital part in the marketing view because it brings the
consumers and Quikrjobs together which determines the demand.

PRODUCT VIEW-: The product view of Quikrjobs reflects the launch of new products
every six months. As seen among these globally operating beverage companies, Quikrjobs
and Coke, in order to stay competent in the market they invent new products to
attract more customers and please the existing ones. If Quikrjobs does not try hard in
experimenting new products they know someone else could steal the market with similar
ideas. If there is no product, there is no business. Therefore, in order to dominant the
market globally as well as in the U.S., Quikrjobs comes with different flavors or even
changes the looks of bottles. Quikrjobs has wide variety of beverages like soft drinks,
juices, water, and energy drinks. This company started with just plain soda and since then
has been trying to add more products to its existing line. If you look according to the
accessibility view you can also see those vending machines everywhere for your
conveniences.

LOGISTIC VIEW-: The logistic view is a very important part of the globally
operating companies. For Quikrjobs, to have bottling plants in all the countries they sell the
products is necessary. By doing this, there exists a well-established connection between the
suppliers, producers, distributors and consumers. Quikrjobs Company’s organization is
divided into four areas covering Asia, Africa, Europe and America. These four
subdivisions are further narrowed among the countries in these continents. The inter-

12
organization structure of the company has different divisions. The manufacturing plant
makes and bottles the product, the distributors deliver to the suppliers, and the suppliers
sell it to the retailers and finally to the consumers. These supply–chains in different
countries are controlled by one main headquarter.

IN THE MARKET

Above figure shows the market share of the beverages players.

First figure shows that thums up has the largest market share in top five soft drink players.
And limca got the fifth rank. Quikrjobs is on the 3rd rank with 13.2% market share.

Second figure shows the market share covered by beverage players. In the market coke is
on 1st rank with the 38% of market share and Quikrjobs has 21.4% market share.

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Third figure shows the battle between the product of different brand but same flavor. In
this war of soft drink in between Quikrjobs and thums up thums up has won this war by
15.7% of market share, Quikrjobs has only 13.2% of market share in cola market.

BRAND FACTS
QUIKR nourishes consumers with a range of products from tasty treats to healthy eats that
deliver enjoyment, nutrition, convenience as well as affordability.

BEVERAGES:

significantly reduce saturated fats and all of its products contain voluntary nutritional
labeling on their packets.

MISSION AND VISION OF QUIKR

MISSION
"To be the world's premier consumer products company focussed on convenience food and
beverages. We seek to produce healthy financial rewards to investors as we provide
opportunities for growth and enrichment to our employees, our business partners and the

12
communities in which we operate. And in everything we do, we strive for honesty, fairness
and integrity."

VISION
"To build India’s leading total beverage company, delighting consumers by best meeting
their everyday beverage needs, and stakeholders, by delivering performance with purpose,
through our talented people."
QUIKR Sustainability Vision
"QUIKR’s responsibility is to continually improve all aspects of the world in which we
operate – environment, social, economic – creating a better tomorrow than today.

CORE VALUES AND PRINCIPLES:

ORGANIZATIONAL VALUES
To deliver sustained growth, through empowered people, acting with responsibility and
building trust.

COMMITMENT:
Values of the company reflect its aspirations – values are expressed in the form of
commitment.

SUSTAINED GROWTH:
Sustained Growth is fundamental to motivating and measuring our success. Our quest for
sustained growth stimulates innovation, places a value on results, and helps us understand
whether today's actions will contribute to our future. It is about growth of people and
company performance. It prioritizes making a difference and getting things done.

EMPOWERED PEOPLE:
Empowered People means we have the freedom to act and think in ways that we feel will
get the job done, while being consistent with the processes that ensure proper governance
and being mindful of the rest of the company's needs.

RESPONSIBILITY & TRUST:

Responsibility and Trust form the foundation for healthy growth. It's about earning the
confidence that other people place in us as individuals and as a company. Our

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responsibility means we take personal and corporate ownership for all we do, to be good
stewards of the resources entrusted to us. We build trust between ourselves and others by
walking the talk and being committed to succeeding together

CODE OF CONDUCT:
Each year, every QUIKR associate is asked to review QUIKR's Worldwide Code of
Conduct and recommit to living by it. Associates receive training in the Code, which is
available in 38 languages. In 2005, QUIKR took additional steps to ensure that key
associates understood every aspect of the Code by developing online and written training
and certification that all executives and associates are required to complete.

QUIKR India also introduced a Speak Up line - a free hotline operated by a third party -
which QUIKR associates may call to report any issues of concern, including those relating
to values, Code of Conduct and accounting and auditing issues. The line is accessible from
anywhere around the world and callers remain anonymous.

ORGANISATION STRUCTURE

Finance Accounts Manager Administration & Recruitment

EXECUTIVE DIRECTOR
Accountant

Sales & Marketing Production

Department Department
Sales Manager
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 Factory Manager Production
Area Sales Manager Accounts Manager

Production
Fountain Pepsi Bottles Soft Drink Engineer

Quality
Fountain Accountant
Control
Manager
Chemists

Sales Executives 102 Distributors Chemists

Production

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 MARKETING MIX
OF
QUIKR

MARKETING MIX OF QUIKR INDIA

MARKETING ENVIRONMENT:
Marketing environment is the overall environment in which a Company operates. This
consists of the Task Environment and the Broad Environment.

TASK ENVIRONMENT:
Task Environment includes the immediate players involved in producing, distributing and
promoting the offering. The main players are the company, suppliers, distributors, dealers
and the target customers. Suppliers include the material and service suppliers such as
marketing research agencies, advertising agencies, banking and insurance companies,
transportation companies, and telecommunications companies. The dealers and distributors

12
include agents, brokers, manufacturer representatives and others who facilitate finding and
selling to customers.

The suppliers for QUIKR India include the bottle suppliers for the soft drinks. These
include the Pet bottles and the Glass bottles. One of the most vital products required in the
operation is Refrigerator. QUIKR does not manufacture the refrigerators, instead they are
supplied by different vendors who get time bound contracts from the company.
The distributors and dealers are part of the sales and distribution network. This will be
explained later under the section of ‘Place’, in the 4 P’s segment.

The target customer for QUIKR is primarily the youth. But, because of increasing
competition from Coke QUIKR has expanded its target customer base which now includes
people who are prospects for beverages beyond the CSD category. QUIKR has started
targeting this segment by offering products in the Non- CSD category, these include fruit
based non-carbonated drinks, juice based drinks, energy drinks, sports drinks, snack food
(from the snack food division i.e. ‘Frito Lay’).

BROAD ENVIRONMENT:
This contains forces that can have a major impact on the players in the task environment.
This includes six components: demographic environment, economic environment, physical
environment, technological environment, political – legal environment, and socio – cultural
environment. Companies need to pay close attention to the trends and developments in
these environments and make timely adjustments to their marketing strategies in order
survive and succeed in the market. This will be explained in detail in the strategic
marketing segment.

VALUE DELIVERY PROCESS:

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The value delivery process consists of the value creation and delivery sequence. This is
done in three phases. The first phase, choosing the value, represents the homework done by
the marketing department before the product exists. Marketing is required to segment the
market, select the appropriate the target market, and develop the offering’s value
proposition. This is known as Segmentation, Targeting and Positioning and is the essence
of strategic marketing.

Once the business unit has chosen the value, the second phase is providing the value.
Marketers need to determine specific product features, prices and distribution.

The task in the third phase is communicating the value by utilizing the sales force, sales
promotion, advertising, and other communication tools to announce and promote the
product. Each of these value phases has different cost implications.

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GENERIC VALUE CHAIN:

Firm Infrastructure

Support Human Resource Management

Activities
Technology Development

Procurement Margin

Inbound Operations Outbound Marketing Service

Logistics Logistics and Sales

Primary Activities

The generic value chain is a tool to identify ways to create value for the customer. This
model proposes that every firm is a synthesis of activities performed to design, produce
market, deliver and support its product. In order to be more precise only the primary
activities in the value chain of QUIKR India are analyzed.

PRIMARY ACTIVITIES:
Inbound Logistics – This involves bringing and procuring raw materials for the business.
For the carbonated drinks industry only two raw materials are required, they are water and
the concentrated salt that is used to produce the final product. For this purpose water is
extracted from the ground and the concentrated salt is provided by QUIKR India to all the
plants in the country.

Operations – Operations primarily includes all the bottling plants. Currently there are 32
bottling planting in India that operate for QUIKR. Of the 32 plants, 15 are owned by
QUIKR and the rest 17 are (FOBO), owned by R K Jaipuria Group.

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Outbound Logistics – The Outbound logistics of Quikrjobs can be divided into three
stages. First the finished product from the bottling plants is sent to the depot or the
territorial office, from where it is sent to the C & F centers and the Distributor Points
according to their demand. From the C & F centers and Distributor Points the product is
sent out for sale in the market to the retailers.

Marketing and Sales – The sales and distribution network of Quikrjobs is very strong and
comprises of different layers and a dedicated sales force. This is one of the important
factors for the success of Quikrjobs. To keep the company abreast with competition and to
provide support to its channel partners and to increase the sales, QUIKR puts lot of effort
in its marketing activities. This includes maintaining excellent relations with its channel
partners, making huge investments in Advertising, signing of Megastars as its brand
ambassadors, sponsoring various events, launching promotional for any launch or re launch
of a product.

Service – In this industry after sales service is generally not required. The only exception
being leak or burst bottles. In that case, the shopkeeper gets replacement for plastic bottles
from the salesmen instantly, while the replacement for glass bottles is provided between
25th and 30th of every month. They are required to collect all the damaged glass bottles and
give to the respective salesperson who gives them the replacement within the next few
days after getting it approved from the CE or ADC.

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 MARKETING MIX OF QUIKRJOBS/4 P’S

Marketing mix

Target Market

PRODUCT PRICE PLACE PROMOTION

Product Variety List Price Channels Sales Promotion

Quality Discount Coverage Advertising

Design Allowances Assortment Sales Force

Size Credit Terms Location Public Relation

Service Inventory Direct Marketing

Returns Transport

The consistency of the product mix refers to how closely relate the various product lines
are in end use, Production requirements, distribution channels, or some other way.
Quikrjobs Company’s product lines are consistent in so far so they are consumer goods
that go through the same distribution channels. The lines are less consistent so far as they
perform different functions for the buyers.

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 PRODUCT MIX
PRODUCT: Quikrjobs offers different variety of products ranging from carbonated to
Non Carbonated Soft Drinks. These include –
Quikrjobs

PRODUCT QUALITY:
This is one of the most important aspects that any Co. needs to address. Specially in the
case of Quikrjobs this is even more important because of the controversies and claims
regarding the CSE report on Pesticides in Quikrjobs. Therefore quikrjobs has to maintain
stringent quality norms and standards and norms. Quikrjobs does that by following one
quality standard worldwide and according to the official website of quikrjobs, the Co.
maintains that :

“At every level of Quikrjobs Company, we take great care to ensure that the highest
standards are met in everything we do. In our products, packaging, marketing and
advertising, we strive for excellence because our consumers expect and deserve nothing
less. We promise to work toward continuous improvement in all areas of our organization”.
“At every step of our manufacturing and bottling process, strict quality controls are
followed to ensure that Quikrjobs products meet the same high standards of quality that
consumers have come to expect and value from us. We also follow strict quality control
procedures during the manufacturing and filling of our packages. Each bottle and can
undergoes a thorough inspection and testing process. Containers are then rinsed and
quickly filled through a high-speed, state-of-the-art process that helps prevent any foreign
material from entering the product. Additional quality control measures help to ensure the
integrity of Quikrjobs products throughout the distribution process, from warehouse to
store shelf”.

BRAND NAME:

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This is the most important thing any Co. in this Business needs to do if it wants to remain
and succeed in the Business. Quikrjobs has successfully done that for so many years.
Quikrjobs has targeted the youth and has invested heavily in advertising and building a
brand image (by launching several campaigns and roping in mega stars such as Shahrukh,
Sachin, ganguly, Dravid etc.) that attracts to the youth and this is one of the main reason
for the success of Quikrjobs.

PACKAGING AND SIZE :

The products are available in packaging and sizes. This is done to facilitate the use
according to the requirements of the Customer. Different packaging also affects the usage
pattern of the product in various markets. e. g. sale of 2 lt. bottles is high in areas in which
middle and high income group customers stay. But the sale of 200 and 300 ml bottles is
high in areas where people in the lower income group bracket stay. The sale of 600 ml
bottles is high in areas where students etc. stay. Different packaging is also provided for
different products like Tetra Packs, Pet Bottles and Glass Bottles (in 200 and 300 ml).

SERVICES, WARRENTIES, RETURNS :

There are no warranties and services (post sales) provided for these products but there is
provision of returns in case there is any problem with the product, e.g. leak or burst bottle,
half filled bottle etc. The pet or plastic bottles are returned the same day and a replacement
is provided for the same but in the case of glass bottles the retailer has to collect all the
burst bottles and return it to the salesman around 25th of every month to get a replacement.

PRODUCT MANUFACTURED
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The product manufactured by “Lumbini Beverages Pvt. Ltd. are very limited ranges as it is
not independent to diversity its products. It is a unit of Quikrjobs food Pvt. Ltd. which
supplies concentrates for drinks. They are:-

PRICE MIX
Price is the only one of the four Ps that produces revenue. In setting prices, a company
follows a six-step procedure:
(1) Select the pricing objective,
(2) determine demand,
(3) estimate costs,
(4) analyze competitors’ costs, prices, and offers,
(5) select a pricing method, and
(6) select the final price.
Companies do not usually set a single price, but rather a pricing structure that reflects
variations in geographical demand and costs, market-segment requirements, purchase
timing, order levels, and other factors. Several price-adaptation strategies are available:
(1) geographical pricing;
(2) price discounts and allowances;
(3) promotional pricing;
(4) discriminatory pricing, in which the company sells a product at different prices to
different market segments; and
(5) product-mix pricing, which includes setting prices for product lines, optional features,
captive products, two-part items, by products, and product bundles.

12
The QUIKR india(Lumbini Beverage) fixes the price of a product based on cost of
production, those are; variable, semi-variable, fixed & other miscellaneous cost and finally
add their desired profit margin to that cost and the final price of that product will be fixed.
This is called the Maximum Retail Price (MRP). Factors such as competitors pricing
strategy is taken into consideration. If the price is too high when compared to the
competitor and not worth of its quality then the sales of that product becomes difficult and
the company will face the losses. The company should also have to think what will be the
return on investment

PRICE SHEET

OUTLET RATE C.RATE

PLACE MIX
Place in marketing mix refers o channels of distribution and physical distribution.
CHANNEL OF DISTRIBUTION : channel design, types of intermediaries, location of
outlet, channel remuneration, dealer principal relation.
PHYSICAL DISTRIBUTION: transportation, warehousing, inventory levels, order
processing etc.
IMPORTANCE OF PHYSICAL DISTRIBUTION/ LOGISTICS:
Ensures the physical flow of product from the producer to he consumer
Confers place and time utility
Help build clientele
Where production location and market are distanced physical location becomes all
he more crucial
A promising area of cost reduction

12
 The company should think a lot before launching a product into the market. They have to
identify where it is better to launch the new product first so that they can get success.
Generally every company selects a specific region to launch their new products, because
first they will go for the test marketing before the mass production of the production. If the
customers are satisfied with that product then they will start the mass production and
launch in all areas. In case they found any fault with that product then they will redesign
the product and rectify that problem and re-launch the products.

They will take care of the distribution channels also while launching the new product in
one area. They have to design what will be the channel structure and what will be the
results of that structure. Quikrjobs Company following this structure;

12
To make its products available at the right places at the right time in the market, the sales
department of the company pays major attention on controlling the channels of
distribution.

At first the are supplied to the distributors directly. Retailers or owners of any outlet can
not take the delivery from company. They have to take the products from their respective
or nearest distributor.

There are about 50 distributors and innumerable number of retail outlets operating with the
company in its entire market areas which contains total Bihar. In all the important places of
entire territory this company has its distributors.

These distributors selected on the basis of assurance given by them regarding the minimum
sales which they have to maintain annually. The selection is also done on the basis of the
financial position and reputation of distributor in the market. As for example in appointing
a distributor first engaged in business second priority is given to those people who are in
cigarette selling business. Depending upon the market, each distributor in the initial stage
has to deposit some security money.

The retailers are selected by the distributor fixed criteria for the selection or appointment or
retailers from the side of the distributor. Any one like or any other shopkeeper can have the
stall for the sale of and they are called retailers or outlet owners. They have to give
12
assurance to the concerning distributor for better sale and at the time of taking delivery
they have to deposit the security i.e. the charges if the empty bottles with specified retailers
purchasing price. The charges if the empty bottles with specified retailers purchasing price.
The distributor at first has to seek the permission of sales department for the number of
cases of soft drinks required by them. After getting the proper authority from sales
department paying the requisite amount either cash or demand draft.

There is generally two types of retail outlet where he beverages products are available:
Monopoly Retail Shop : The shop selling only one brand

Mix Shopman company : The shop selling all brands

The retailers can build a great deal of goodwill for the firm. The marketing strength
depends on the strengths of retail dealers.

Survey have been done on different types of outlet like bakeries, , Booth, general stores,
and etc.

PROMOTION MIX
In today’s competitive environment, having the right product at the right place, at the right
time may not be enough to be successful. Effective communication with the target market
is essential promotion is the ‘p’ of the marketing mix designed to inform the market place
about who you are, how good your product is and where you can buy it. Promotion is also
useful to persuade the customers to try a new product or buy more of an old product. The
promotional mix is the combination of personal selling, advertising, sales promotion and
public relations that uses in its marketing plan. Above the line promotions refers to

12
mainstream media advertising through common media such as television, radio, transport,
billboards, newspapers and magazines.

The company offers many things to the traders as well as to the consumers. If the company
will give good schemes to the dealers and the retailers then they will promote that brands
and the sales will be increased.

MAJOR TRADE PROMOTIONAL TOOLS:

Price-Off (off-invoice or off-list): A straight discount off the list price on each case
purchased during a stated time period. The offer encourages dealers to buy a quantity or
carry a new item that they might not ordinarily buy. The dealers can use the buying
allowance for immediate profit, advertising, or price reductions.

Allowance: An amount offered in return for the retailer’s agreeing to feature the
manufacturer’s products in some way. An advertising allowance compensates retailers for
advertising the manufacturer’s product. A display allowance compensates them for
carrying a special product display.

Free Goods: Offers of extra cases of merchandise to intermediaries who buy a certain
quantity or who feature a certain flavor or size. Lumbini beverages provide refrigerator to
he retailers. Manufacturers might offer push money or free specialty advertising items to
retailers that carry the company’s name.

In the same way the companies are also providing many offers to the consumers.
PROMOTION TOOLS FOR CONSUMER:

Advertising: In the case of soft drinks the Advertisement is the main promotional activity.
The companies are investing millions of rupees on Ads. They are preparing various types
of Ads targeting different category of People. They are preparing the Ads very
innovatively in the way to attract the customers and against their competitor. Through the
Ads the company will create the feeling in the customers mind that this drink is good and
should go for that drink only. Many customers will go for same brands because of the
influence of the advertisements only. Some Ads will hurt the ego feeling of the customers
and through that way also they will attract the customers.

Sales promotion:
Sales promotion is another important promotional tools which help to boos sales in short
period. The various tools of sales promotion are: coupons, premiums, free gifts, price offs.
etc
Some tools used by lumbini beverages are as follows:

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In these ways promotional activities plays a vital role in the sales increase of a product as
well as it will create a brand image in the customers mind.

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SALES AND DISTRIBUTION
NETWORK OF QUIKR INDIA

SALES AND DISTRIBUTION NETWORK OF QUIKR

INDIA

12
 COMPANY

COBO FOBO

WAREHOUSE

C&F DISTRIBUTOR

SALESMEN SALESMEN

WHOLESALER SLUMS RETAILER

RETAILER CUSTOMER

CUSTOMER

Initially the focus of the Company remains on reaching all the markets and then the
Company shifts its focus on increasing the frequency of sales in the respective markets so
that the sales and profitability of the Company can be increased.

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Company (QUIKR): QUIKR India provides the salt to all the bottling plants in the Country
that carry out the bottling operations.

COBO: These are Company owned bottling operations operating directly under the
Company. Out of 32 bottling plants, QUIKR owns 15.

FOBO: These are Franchise owned bottling operations. R K Jaipuria group does all the
franchisee-bottling operations for QUIKR India; currently R K J Group has 17 bottling
plants for Quikrjobs.

Warehouses: These are Company or franchisee owned warehouses spread over various
locations that cover the respective territories and come under the purview of their
respective Area or Territory Offices. Stocks are sent from the bottling plants to these
warehouses, from where they are sent to the C & F centers and Distributor Points.

C & F Centers: These are the biggest centers in the distribution network and receive proper
assistance from the Company (either COBO or FOBO). The C & F center is owned by a
private player and not by the Company. The vehicles (Delivery Vans) are owned by the
Company, and the Salesmen at the C & F points are on the Company Payroll.

Distributors: These are small, compared to C & F centers. Everything at the Distributor
point owned and managed by the distributor, even the salespersons are on the Distributors
payroll.

Wholesalers: These are smaller than C & F centers and Distributor points and get the stock
directly from the Company or Franchisee. They get their stock directly from the Company
and thus get special rates and extra discounts from the Company.
Slums: They are generally smaller than the Wholesalers are. However, they get special
discounts from the C & F centers and Distributor points.
All the different players in the distribution channel namely C & F centers, Distributor
points, Wholesalers and Slums have different designated markets and are not supposed to
operate in the market designated to any other player.

12
Retailer: Retailers are the most important chain in the distribution channel of Quikrjobs as
they are the only point of contact with the customers. Retailers get their stock from all the
other channel members in the distribution channel.

12
 SALES AND MARKETING
HIERARCHY OF QUIKR INDIA

SALES AND MARKETING HIERARCHY OF QUIKR

INDIA

12
 MUM

UM UM

TDM MDM

ADC MDC

CE ME

SALESPERSONS MARKETING
ASSISTANTS

MUM – MARKETING UNIT MANAGER:

In charge of specific zones (e.g. north, south, east, west) and report to the corporate
office.

UM – UNIT MANAGER:

12
 In charge of day to day operations and supervision of all the functions within the
organizations including operations, logistics, sales and distribution, marketing. The
Unit Manager reports to the MUM.

TDM – TERRITORY DEVELOPMENT MANAGER:

TDM is the in charge of the sales and distribution network of a particular territory
within a zone. Responsible for the daily, monthly and annual sales within the
territory decides the daily schemes for products and incentives for salespersons. He
is also responsible for cost effectiveness, profit generation and profit maximization
within the territory.

MDM – MARKETING DEVELOPMENT MANAGER:

MDM is responsible for all the marketing activities and their effectiveness within a
territory. Decides the format and time frame of the marketing and promotional
activities and the incentives given to the retailers.

ADC – AREA DEVELOPMENT COORDINATOR:

Reports to the TDM, and is in charge of a C & F center and the distributor point in
the area. He is directly responsible for any issues in the area and is supposed to
ensure the smooth functioning of the entire sales and distribution network in the
area. ADC is responsible for timely disposal of any issue faced by the retailers. He
decides and approves the boards, displays and hoardings in the area.

MDC – MARKETING DEVELOPMENT COORDINATOR:

Reports to MDM, and is in charge of carrying out all the marketing activities in the
area. He is responsible for the execution and success of marketing and promotional
activities. Coordinates with the outside agencies for displays, boards, checks

12
 conducted in the market. He is also responsible to keep a check on the expenditure
of the marketing activities in the market.

CE – CUSTOMER EXECUTIVE:
Reports to the ADC and is in charge of the salespersons. He is required to visit the
market and accompany every salesperson as frequently as possible. He is the first
person to get information about the market / area and is the first contact if the
salespersons or retailers face issue. Responsible for assigning and achieving daily
sales target given to the salespersons.

ME – MARKETING EXECUTIVE:
Reports to the MDC and is responsible for the daily functioning of the marketing
activities in the including awareness of promotions in the market and the response in
the market

SALESPERSON:
They are the most important asset for the company as they are the ones who sell the
products, are responsible for acquiring new customers, and retain the old ones. Their
work also includes informing the retailers about the promotions and any new scheme
launched. They are also required to push for the sale of any new product launched in
the market and make sure that the retailers are following the company guidelines
regarding the launch and the maintenance of Vicioolers. They report to the CE.

MARKETING ASSISTANT:
Reports to the ME and is responsible for the distribution and usage of the displays
and boards in the area. Also has to check whether retailers are following the

12
 guidelines of the company regarding promotional displays, other displays and
displays in the Vigicoolers. They report to the ME.

Quikrjobs is one of the most well known brands in the world today available in over
160 countries. The company has an extremely positive outlook for India. "Outside
North America two of our largest and fastest growing businesses are in India and
China, which include more than a third of the world’s population." (QUIKR’s annual
report, 1999)

This reflects that India holds a central position in Quikrjobs’s corporate strategy.
India is a key market for QUIKR, and at the same time the company has added value
to Indian agriculture and industry. QUIKR entered India in 1989 and is
concentrating in three focus areas – Soft drink concentrate, snack foods and
vegetable and food processing.

Faced with the existing policy framework at the time, the company entered the
Indian market through a joint venture with Voltas and Punjab Agro Industries. With
the introduction of the liberalisation policies since 1991, Quikrjobs took complete
control of its operations. The government has approved more than US$ 400 million
worth of investments of which over US$ 330 million have already flown in.

One of QUIKR’s key strategies was to develop a completely local management

team. Quikrjobs has 15 company owned factories while their Indian bottling partners
own 28. The company has set up 8 greenfield sites in backward regions of different
states. QUIKR intends to expand its operations and is planning an investment of
approximately US$ 500 million in the next three years.

SUSTAINABLE COMPETITIVE ADVANTAGE:

Competitive advantage is a company’s ability to perform in one or more ways that

its competitors cannot or will not match. When a company is able to maintain that

12
 advantage a long period of time that gives it an edge over its competitors then, this
advantage is termed as sustainable competitive advantage. Any competitive
advantage must be seen by customers as a customer advantage. Then only that
competitive advantage can be transformed into a sustainable competitive advantage.

Three major competitive advantages give QUIKR India a competitive edge in the market
place. They are:

 Big Muscular Brands built through better market positioning and heavy investment
in advertising and promotions;

 Proven ability to innovate and create differentiated products through superior

operating base;
12
  Powerful go to market system built with the help of superior relationship base and an
impeccable sales and distribution network.

Making it all work are the extraordinarily talented and dedicated people who are an
integral part of QUIKR India.

COMMUNICATING WITH THE CUSTOMER:

Marketing Communication is the means by which firms attempt to inform, pursued and
remind consumers directly and indirectly about the products and brands they sell.
Marketing Communication is the central instrument of making brand equity. Marketing
Communication consists of six major modes of communications called the marketing
communication mix.

 Advertising.

 Sales promotion.

 Events and Experiences.

 Public Relations and Publicity.

 Direct Marketing.

 Personal Selling.

Although QUIKR uses all the modes in some form or the other, but this study will examine
various aspects of communication with the internal customers.

12
 DIFFERENT PLAYERS
IN THE MARKET

DIFFERENT PLAYERS IN THE MARKET

The major market players are quikrjobs pvt. Ltd. and quikrjobs co. Coca-Cola India Pvt.
Ltd maintains its leading position.
Product Mix Width & Product line length for Quikrjobs India Pvt. Ltd. compared
Company:
12
The availability of the different products of QUIKR as compared to quikrjobs is shown
below :

120

100

80

60 pepsi
coca cola

40

20

0
rajapur kurji ashiana patel nagar

12
From the above it may be concluded that the presence of QUIKR product is less in enire
region as compared to cocacola products. It can be said that quikrjobs has dominated the
entire market in this region

TOTAL MARKET SHARE GRAPH OF QUIKRJOBS & COKE

SHARE
00

24

PEPSI
COCA COLA

76

COMPARISON BY PRODUCT CATEGORY

12
FIVE FORCES EFFECTING
THE ENVIROMENT

12
FIVE FORCES EFFECTING THE ENVIROMENT

Threat of New
Entrants
1. Cost Advantage.
2. Proprietary
Products
3. Access to Inputs.
4. Government Policy.
5. Economies of Scale.
6. Capital
Requirement
7. Brand Identity.
8. Switching Cost.
Bargaining Power of 9. Distrbution Access. Bargaining Power of
Suppliers 10.Retaliation. Buyers
1. Supplier Concentration 1. Bargaining
2. Importance of Volume Leverage.
to Supplier 2. Buyer Volume.
3. Differenciation of 3. Buyer Information.
Inputs 4. Brand Identity.
4. Impact of Inputs on Existing 5. Price Sensitivity.
Cost Rivalry 6. Treat of Backward
of Differentiation Among Integration.
5. Switching Cost of Firms 7. Product
Firms differentiation.
in the Industry 8. Buyer Concentration
6. Presence of Substitute Vs Industry.
Inputs 9. Substitutes Available.
7. Threat of Forward 10. Buyers Incentive.
Integration
8.Cost Relative to Total Threat of
Purchase in Industry Substitutes Degree of Rivalry
1. Switching Costs. 1. Exit Barriers
2. Buyer inclination to 2. Industry
Substitute. Concentration
3. Price performance 3. Fixed costs / Value
trade off of added.
Substitutes. 4. Industry Growth.
5. Overcapacity.
6. Product difference.
7. Switching Costs.
8. Brand Identity.
9. Diversity of Rivals. 12
10. Corporate Stakes.
THREAT OF NEW ENTRANTS:
Quikrjobs’s product differentiation caused by their marketing strategy has limited
the threat of new entrants. Also the heavy start up costs of manufacturing and
packaging plants would be a deterrent. But, the biggest deterrent is brand image and
reputation; a new company would be very hard pressed to take market share away
from established players like Quikrjobs, Coke etc. More importantly, the access to
distribution channels is currently one of the biggest barriers to entry, and this barrier
remains because both Coke and Quikrjobs maintain very strong relation with their
channel partners.

BARGAINING POWER OF BUYERS:

The level of bargaining power differs among groups of buyers. The bottlers, retailers
and distributors have significantly greater bargaining power than the end consumer
does. Large retailer such as Reliance, Big Bazaar, Subhiksha are able to extract
profits from the Company through incentives such as volume-based purchases,
promotions and displays. This is particularly true for pet bottles. But, this can also be
harmful for the retailers and they losing customers if they refuse to stock a particular
brand.

The bargaining power of the consumer is low. They are a fragmented group and no
one individual’s purchase accounts for a significant portion of manufacturer’s profit.
Although the presence of substitutes does serve to increase buyer power for
consumers, but a high degree of brand loyalty mitigates this loyalty. In short, we can
say that the end consumer has medium bargaining power.

BARGAINING POWER OF SUPPLIERS:

There are very few suppliers for the entire soft drink industry. The end product is
comprised of few ingredients, which are largely commodities. In addition, it is safe
12
 to assume that Quikrjobs accounts for a large percentage of the suppliers total
revenues.

Thus, it is important for the suppliers to contain whatever bargaining power they
have. The overall bargaining power of the suppliers is considered low.

THREAT OF SUBSTITUTES:
There are many substitutes to sweetened carbonated beverages. Specially in India
there are several substitutes that pose a threat to QUIKR. They are bottled water,
juices, energy drinks, tea, coffee, energy drinks and CSD from its main competitor
Quikrjobs India. The challenge lies in increasing brand loyalty within these
substitute markets, because the substitute products are, for the most part, contained
with each manufacturer’s product portfolio. In India the local beverages like tea and
nimbu paani pose a threat to some extent to the established players. Therefore the
threat of substitutes is very high specially because of negligible switching costs.

EXISTING RIVALRY AMONG FIRMS:

There is intense rivalry between Coke and Quikrjobs. This rivalry leads to a
downward pressure on prices and significant investment in advertising in an attempt
to build and maintain brand loyalty. In a maturing market such as domestic
carbonated drinks, the only way to gain market share is to steal from one’s rival.
Thus, Coke and Quikrjobs fight heatedly over prices, suppliers, spokespeople, retail
space and ore importantly, the taste buds of consumers.

To do a complete analysis of the overall environment is not possible due to the huge
sample size of the population therefore before presenting my findings I would like to
remind the reader the limitations or constraints under which the survey was done.

This survey may not be fruitful for the entire population of internal partners of
QUIKR butit will surely be useful for the particular regions mainly Trans-ganga and
East-uttar pradesh.
12
 RESEARCH
METHODOLOGY

12
 RESEARCH METHODOLOGY

 Research Type : Exploratory Research

 Sample Technique : Convenient Sampling
 Size : 200 Respondent (I meet 200 respondents out of which 25
were the distributors, 125 retailers and rest of were the normal consumers.)

 Description : Distributors, retailers and consumers were the different

part of the Patna.

 Instrument : Questionnaire & observations of the respondent

DATA COLLECTION METHOD

The data collection mode used to get the desired information from primary sources &
Unstructured Direct Interviews &the instruments used in the Questionnaire. In this
research data was collected through two different modes, namely-

PRIMARY DATA COLLECTION:

 Gather information through Questionnaire.
 Direct interview with Grocery outlet, Convenience store, Eating and drinking and
consumer.

SECONDARY SOURCES:
 Internet Sites - www.google.com,
www.QUIKRindia.com,
www.wikipedia.com.
.

12
 Magazines - Business World Management & Economic times.

SWOT ANALYSIS

12
 SWOT ANALYSIS

In order to get clear understanding of the position of Diet Quikrjobs in the various markets
we did a SWOT analysis from the data obtained from the survey and the various retailer
interviews

STRENGTHS:

PACKAGING AND PRICING – Quikrjobs has the advantage of having provided the
same kind of health based carbonated drink the Slim Diet Quikrjobs Can which in
comparison to the Diet coke is a much more attractive offering because it is slim sleek
equally healthy and way cheaper.

DISTRIBUTION – As already mentioned Quikrjobs India has one strongest and most
efficient sales and distribution networks not only in India but also throughout the globe.
Also in the particular market where the survey was done the sales people have developed a
network which is powerful enough to make or break sales for Quikrjobs in any given
quarter

P R – One of the most important factors of success of QUIKR in India is the relationship
the company and its constituents have with the channel partners. The Company officials
and even the employees of FOBO have very good rapport and relations with the Channel
partners. Also the recently introduced retailer benefit schemes such as the gold card
membership and other free gifts and offerings not only motivate the retailers but also
helped us create visibility for the Slim Diet Can range in a profound. The experience of
working with people who welcome us with a smile rather than a frown will always be
remembered.

12
NON-CARBONATED – This is one those strengths of Quikrjobs that often goes
unnoticed but plays a very important role in success of Quikrjobs in India and even around
the globe. The non-carbonated segment is dominated by Quikrjobs, Tropicana is the
market leader in fruit juices. In the mineral water segment, Aquafina clearly outsells
Kinley without ay fuss.
BOTTILLING – Quikrjobs has the advantage of being in partnership with the largest
bottler in India, the R K Jaipuria Group. RKJ Group controls almost 65% of the bottling
operations of QUIKR in India. At times this is also seen as a weakness of Quikrjobs in
India attributing to the fact that the Jaipuria group is so strong that in certain circumstances
it can even defy the parent Company.

WEAKNESS:

SECOND MOVER DISADVANTAGE - Diet Quikrjobs Cola does have the first mover
advantage which Diet Coke has and this may prove to be a major shortcoming also in the
Agra Market no Extensive efforts have been made to popularize it.

BRAND – On a comparative scale Diet Coke proves to have a better brand image in
customers mind than. This compels to incur extra expenditure in Advertising, Promotions
and Sponsorship.

MCDONALDS – This is one of the most important reason why Diet Coke outsells
Quikrjobs worldwide and specially in the United States. Similarly, in India Diet Quikrjobs
may suffers in sales because of institutional sales. Now Quikrjobs is trying very to bridge
this gap in the near future.

EXPENDITURE – Right from the very beginning Quikrjobs has hired the biggest and the
most expensive stars in the country as its brand ambassadors and has spend heavily on
advertising which has affected its balance sheet.

VIZICOOLERS – At presently this is one the biggest problems faced by Quikrjobs.

Quikrjobs is not able to get refrigerators in India so they have to import it other namely Sri

12
Lanka, Mauritius etc. Because of this, retailers are facing lot of problems in vigicoolers.
They are not able to get new refrigerators, replacements for old ones, even the repair work
takes lot of time because at times even the spares are not available on time.

OPPORTUNITIES:

LOWEST PER CAPITA CONSUMPTION – Even after almost decades of presence in

the market, there are growth opportunities for Diet Quikrjobs in India as here the per capita
consumption of carbonated beverages is one of the lowest in the world.

HEALTH BASED: apart from its Juice Based drinks portfolio Quikrjobs can Use the Slim
Diet can to the maximum by promoting it as a health drink at Cheaper prices.

THREATS:
NGO’s – NGO’s like CSE can seriously hamper the sales and prospects of companies
operating in this industry. This happened during the pesticide controversy involving both
coke and Quikrjobs.

HEALTH – Growing health awareness among people and some of ill effects of carbonated
beverages have pursued many people to switch over to non-carbonated beverages that can
seriously hamper the long-term prospects of the entire Industry and not Quikrjobs.

ENVIRONMENT – Environmental concerns are often raised because of the massive

amount of water extracted by the bottling plants resulting in the drop in groundwater level
which affects the local population adversely.

In India QUIKR adopted the strategy of growth through intensification. In the

intensification strategy, it used market penetration by developing one of the strongest sales
and distribution network in the world and utilizing it to the fullest.

12
OBSERVATION

12
 OBSERVATION

 To collect order each and every outlet.

 To cheque visi-cooler with 100% purity.

 To see a soft drink in Brand Order.

 To see every outlet is this soft drink present in display rack.

 To see every outlet visi- cooler will present in prime location.

 To visit every outlet in regular basis.

 To go every outlet and listen any problems in visi- cooler and soft drink to be noted in
complaint diary.

 To see each and every outlet worked in better condition.

 To see as a Market developer (M.D) every outlet full fills in terms and conditions with
visi-Cooler.

 To see as a Market developer (M.D.) if any outlet will not selling your product than you
asked why you are not selling in my product. Then you give advice to outlet.

12
INTERPRETATION

12
 INTERPRETATION
Following facts can be interpreted from the study:

 Coke is leading the market with 54% market share in Patna, while Quikrjobs is
covering only 46% market in Patna.
 Under the brand name of Quikrjobs, Quikrjobs is the capturing highest market
share with 29% in Patna, while slice is second market leader of Quikrjobs with
22% market share.
 Under the brand name of coke Thums- up is market leader with 28% market share
and Fanta is second largest with 23% market share.
 The population between 12- 30 year prefer the cola products, while population
above to 50 and below 12 prefer soft drinks, and rest population prefer both, in
Patna.
 Only 38% population only influenced by advertisement, rest 62% population belies
that Advertisements are not much effective.
 45% population are loyal to words there product.
 54% population beliefs there cold drink have pesticide up to some extent. Instead
of that they are using cold drinks.
 77% of population is being influenced by taste only, while 10 % population by
Advertisements only.
 In lemon flavor coca-cola brand limca has monopoly

 In mango flavor the share of maaza and slice are approximately equal

12
RESEARCH FINDINGS

12
 RESEARCH FINDINGS
As it was 1st research Project of my life, so it gave my lot of experience, which will be very
helpful in my life as well as in my summer training.

 The major finding of the study is, that quikrjobs is leading player in beverage
industry with highest market share.

 On the basis of that research we find that in case of beverages people are much
influenced by taste rather than Advertisements and other things.

 The study revealed that the youth is the target consumer for soft drink products.

 Coca-cola has covered more market share because they provide better supply,
and easily provided refrigerator to the retailer without more paper work in
comparison to QUIKR

 By this research we analyze that male prefer cola dinks, while female prefer soft
drinks.

 QUIKR has loose some of its retailers due to refrigerator .The retailers demanded
refrigerator but company do not provide them,
ultimately they shifted toward coca-cola which easily provide the refrigerator

 By combining all the beverage varieties I come to know that Thums up is the
market leader with 14 % total market share while Quikrjobs is the second highest
market leader with 13% market share.

 Retailers are interested to sell QUIKR brands because of good

Scheme The small retailers do not get proper scheme .There are some restaurants
and dhabas which are interested to sell soft drinks but company did not
approach.

 Some retailers are unable to get the services which are provided by the company
12
 There are some retailers are not happy with services provided by the distributors
and the company

 There is a gap between the retailers and the company

 Distributers are not satisfied with the services like margins, product availability,
credit facility

 Customers prefer the taste of Thumbs Up more than the QUIKR’s product.

 Most of the time desired products are not available or not chilled due to un-
availability of visi coolers.

 In most of the mix outlet company has not provided its Visi Cooler, so it is
becoming the major cause for not getting fulfill of the demand. Because retailers
are promoting that brand to the consumer which company is satisfying them more
in terms of Visi Cooler, Schemes, Relationship etc

 Retailers are not happy with the MDC (Marketing Development Coordinator) of
QUIKR. Retailers are saying that what they promise, do not fulfill that.

 Marinating good relationship with the retailers as well distributors is very

important for having a strong distribution channel

 Visi cooler have an important role in enhancing the distribution channel and
policy.

 Time concern is very important in good distribution channel, it means providing

product at retailers door within a time.

 Company should provide better facility of logistics because without logistics any
company cannot maintain good distribution strategies.

12
RECOMMENDATION

12
 RECOMMENDATION
Though the coke is enjoying about 54% of the total market share and it is market leader in
Indian beverage industry. While with the 46 % market share Quikrjobs is on the second
place. If we analyze properly then we find Quikrjobs has small product portfolio than coke,
which is responsible for its second position.

 Quikrjobs should increase its product portfolio to capture the Coke’s market share.

 Companies should focus on the taste of the product because 77% population is
influenced by taste only.

 As we find that 40 % population consumes 200ml cold drinks. Which comes in glass
bottles, these bottles are being retuned back for refilling to companies. Which
incurred again cost of re-transportation. If company start to supply 200 ml cold
drinks in pet bottles (plastic bottles) it will be good for company because 40% of
population is using only 200ml.

 The company maintains good relationship only with big retailers and ignore the
small ones. the company should focus on small retailers as sometime the sales ratio
of small retailer is high in comparison to big retailers

 The supply play very important role in the market share so company should maintain
proper supply in each market. As most of the retailers require the daily supply, the
Company has to supply the drinks daily to the retailers, so that they can serve the
consumers according to their requirements. If they don’t supply the drinks daily and
sufficiently the sales will be decreased

 The company should cover those market which are not covered at yet to increase the
market share

 The company should take proper action on the complaints of retailers

 The company should ensure proper maintenance of refrigerator so that retailer shall
chill drinks easily

 Better facilities should be provided to retailers like flexible credit facilities,

promotional schemes etc The trade schemes offered by Quikrjobs Company to
the retailers should be increased and also profitable to the retailers. If they are

12
 satisfied with the offers then they will promote the drinks more and the profit will be
more to the company.

 The company should maintain equal supply in the market which a near main road as
well as the market in the colony

 As the T.V Ads are influencing the soft drink sales, the company should design the
new ads in an attractive way. The ads should be change frequently. The different ads
should be shown in different regions according to the culture of that area. Quikrjobs
Company should introduce the new and attractive consumer promotional offer. Then
the consumers will be attracted towards the Quikrjobs brands. Then the profits of the
company will be increased

 As the health consciousness is growing, the people are consuming the fruit based
soft drinks. Company has to conduct some programs to bring more awareness of the
fruit based soft dinks and its benefits to the consumers. Then the sales of the fruit
based soft drinks sales will be increased.

 There should be and correct feedback from the retailers on the performance of
salesmen. This will help improve their efficiency and accountability. Moreover, this
will also help in reducing the confusing that the retailers have at times because the
salesman does not explain the schemes properly.

 As already mentioned V.C. coolers are a major reason of dissatisfaction among

retailers. The periodical maintenance check of V.C. coolers is done at three months.
This should be done at an interval of 45 days or 60 days instead of the current
practice of 90 days

 Company should adopt aggressive marketing strategy that it could reach each and
every place.

 Company should have better logistics facility for making reach the product at
retailer’s door at a right time.

 Marketing Development Coordinators/ Marketing Executives/ Sales Executives of

the company must focus more for making better relationship with retailers.

12
  Company should provide visi cooler to every retailer. Because who is having visi
cooler of which company they are promoting the same brand to the consumer.

 Company should more focus on youth of the country because youths more prefer the
soft drinks.

 Company should focus on the consumers taste and preferences and launch new
product according to the consumer taste and need.

 Company should focus on the better services and schemes are providing to the
retailers /distributors or not if not then why.

 Company should maintaining good relationship with the distributors as well as

retailers.

In order to respond effectively to changing market trends and challenges, soft drink
companies must support their improvement efforts with industry-specific solutions.
Company should focus on their distribution channel because it is blood of the company
because if product will not reach the market then there is no need of their production as
well as company should focus on better services /schemes which can be provide to the
retailers as well as distributors.

12
CONCLUSION

12
 CONCLUSION
The project was a great experience for me in order to study the marketing aspects in
the world. It was a great opportunity for me to do the project work end of because till now
we learned the theory regarding the marketing and the marketing related concepts, but now
we got the chance to implement that theoretical knowledge to do the project and got the
practical experience in the marketing field. Through this study I learned a lot that how to
approach a customer or any other people and how to explain our view to them.

Soft drink industry is a vast growing industry when compared to many other industries.
This industry is a place where two major players are there in the world. Quikrjobs
Company is one of them. Doing my project in Quikrjobs is a great experience as it gave
me lot of opportunity and scope to understand the soft drink industry and its marketing
structure and distribution channels.

Lot of valuable information regarding the company and also the retailers, has been
collected from the survey, which helped me clearly to understand the real problems faced
by the marketers to distribute and also make retailers to sell the company’s products in the
market. I understood how difficult to do the marketing in the present scenario to get
success in the marketing field. From the analysis of the data collected from the retailers
and feedback from the consumers I got some important findings regarding the company
and the industry. For those findings some of the suggestions made to the company were
really applicable for the growth and benefit for the company in order to increase its market
share and to become the market leader in the soft drink industry, because a large number of
competitors craving for the same market.

Thus, finally it can be said that the Company needs a lot of improved distribution channel
management activities along with various promotional strategies for the customers to get
the top position in the soft drink industry. I wish the company will achieve its objective
soon.

The data collected provided a sound base for understanding the overall organizational set
up of QUIKR in India. By analyzing the data and the literature review, following
conclusion was inferred:

 The Sales and Distribution Network of Quikrjobs is very strong and almost flawless.

 QUIKR India had the first mover advantage when it entered the market and it
capitalized on that advantage to grab the market.

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 Franchisee based operations combined with the Company’s operations add strength to
the overall presence of the Company in the market.

 Franchisee takes care of its operations and QUIKR does not interfere in its operations.
The Franchisees are required to report to the Company at specific time intervals.

 The Advertising Campaigns are conceived, implemented by the QUIKR and Franchisee
has no say in that.

 It is very important to develop good relationship with the retailers by providing them
better services and schemes.

 Maintaining the good relationship with the distributors are very important for the
company because they are the main part of the distribution channel.

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BIBLIOGRAPHY

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 BIBLIOGRAPHY

INTERNET:

 www.quikrjobs.com
 www.wikipidia.com
 www.quikrjobscenter,com
 www.agencyfaqs.com
 www.indiainfoline.com
 www.QUIKRworld.com
 www.google.com.
 www.QUIKRindia.com.
 QUIKR INTERNATIONAL OFFICIAL WEBSITE,
 QUIKR INDIA WEBSITE

BOOKS:

 MARKETING MANAGEMENT- PHILIP KOTLER

 MARKETING MANANGEMENT- RAMASWAMY NAMAKUMARI
 RESEACH METHODOLOGY-C.R. KOTHARI
 Business World Management & Economic times.
 QUIKR INTERNATIONAL INTERNAL REPORT.

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QUESTIONNAIRE

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 QUESTIONNAIRE FOR RETAILER

Name:- ……………………………………………………………………………
Address:- ………………………………………………………………………………..
………………………………………………………………….......................
Contact.No:- ……………………………………………………………………………

(a) Advertisement (b) Scheme

(c) Presence (d) Taste
(e) Price (f) Others

(9) Which company Visi-Cooler do you have?

(a) Quikrjobs (b) Quikrjobs
(c) Both (d) Own

(10) Have you any type of dissatisfaction regarding the product. It yes then why?
………………………………………………………………………………
………………………………………………………………………………

(11) What is your opinion about Quikrjobs products?

…………………………………………………………………………………………
………………………………………………………………………………
Thank You

Place:-…………………… Surveyed By:-

Date:- ……………………………

QUESTIONNARE FOR CONSUMER

Name: - …………………………………………………………………………………..
Address: - ………………………………………………………………………………..
…………………………………………………………………........................
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Place Date
............................. ....................

Thanking You

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