MARKETING STRATEGIES OF COCACOLA

Dissertation
Submitted in Partial Fulfilment of the
Requirements for the Degree of
INTEGRATED PROGRAM IN RETAIL MANAGEMENT [BBA+MBA]
To
FDDI, NOIDA

BY

Name BHARAT SHARMA

Program BCOM(H)
Batch 2016-2019
Mentor MR. PRANAY

FOOTWEAR DESIGN & DEVELOPMENT INSTITUTE

NOIDA
Year : 2013-2018

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 PLAGIARISM DECLARATION

1. I know that plagiarism means taking and using the ideas, writings, works or inventions of another
as if they were one’ s own. I know that plagiarism not only includes verbatim copying, but also
the extensive use of another person’ s ideas without proper acknowledgement (which includes the
proper use of quotation marks). I know that plagiarism covers this sort of use of material found in
textual sources and from the Internet.
2. I acknowledge and understand that plagiarism is wrong.

3. I understand that my research must be accurately referenced. I have followed the rules and
conventions concerning referencing, citation and the use of quotations as set out in the
Departmental Guide.

4. This assignment is my own work. I acknowledge that copying someone’ s else assignment, or part
of it, is wrong, and that submitting identical work to others constitutes a form of plagiarism.

5. I have not allowed, nor will I in future allow, anyone to copy my work with the intension of passing
it off as their own work.

Name: Signed:
Date:

2
 CERTIFICATE OF THE GUIDE

This is to certify that the project work titled “MARKETING STRATEGIES OF COCACOLA” is a
piece of bonafide work of Sagarika Jain, carried out in partial fulfillment for the award of degree of
IPRM [BBA+MBA] under my guidance. This project work is original and not submitted earlier for the
award of any degree/ diploma of any other university / institution.

Signature of the Guide:

Name and Official Address of the Guide

Guide’ s Designation :

Place: NOIDA

Date:

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 ACKNOWLEDGEMENT

We extend my gratitude to all those people who have played such an important role for giving us this
opportunity we would like to extend our sincere and heartfelt obligation towards all the personages who
have helped us in this endeavour. Without their active guidance, help, cooperation and encouragement,
we would not have made headway in the start-up. We are ineffably indebted to Dr. Pranay for
conscientious guidance and encouragement to accomplish this work. We are extremely thankful and pay
our gratitude to our faculty members and every associate person for his/her valuable guidance and support
for completion of this project. We also acknowledge with a deep sense of reverence, our gratitude towards
our parents and members of our family, who has always supported us morally.

SAGARIKA JAIN

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 PREFACE

“ Acceptance of New challenge makes the path for future success”

Today companies must urgently and critically rethink their business mission and marketing strategies.
Instead of operating in a market place of fixed and known competition and stable customer preferences,
today companies work in war zone of rapidly changing customer/competitor technological advance, new
law , managed trade policies and diminishing customer loyalty.

Company considers the fact that today customer face a plenitude of product every category. Consider that
customer exhibit varying and diverse requirement for product service combination and prices.

In the face of their vast choices, customer will gravitate to the offering that best meet their individual
needs and expectation.
Therefore it is not surprising that today’ s winning companies are those who succeed best in satisfying
indeed delighting, their target customer. If they can’ t bring something special to get market. They will
not last long. These companies are market. They will not last long. These companies are market focused
and customer driven.
They pay extreme attention to quality and service to meeting and even exceeding customer expectation.

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 Index

• Company Profile

• Objectives of the Study

• Coca Cola’ s Strategy to Reach Increased Number of Customers

• Coca Cola India - Our Vision

• Research Methodology

• Limitations

• Findings & Analysis

• Conclusion & Explanation

• Questionnaire

• Bibliography

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 Company profile

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in INDIA till
1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite, Vanilla Coke, etc.) hold
a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase in its demand day
by day. As far as INDIA soft drink market is concerned there are major company’ s engaged having a big
completion to capture the soft drink market are namely Coca-Cola & Pepsi. While Campa Cola & many
local cola’ s still notice in the Indian Market.

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft drink
industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then Coke. Where as
Coca-Cola major selling point was more drink for the same price and Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was started to
fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor taskforce, poor
quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for
merchandising. He and his staff recognized that the main hope lay transforming Pepsi
from a cheap imitator of Coke into a class on soft drink manufacturer.

By 1955 all Pepsi’ s major weakness had been overcome, resulting sales had climbed substantially. These
actions from 1955 to 1960 led to a considerable sales growth for Pepsi.
In India another company engaged in soft drink market is Coca-Cola. It is one of the most widely known,
accepted and admired trademarks of the world. Coca-Cola was their in India till 1977, when the Indian
Government banned it due to strong resentment against multinational company’ s Coca-Cola

wasre-launched again in India in September 1993 at “ HATHRAS” near Agra. The India people
welcomed the come back of their most loved Cola in the country with great enthusiasm and vigor.
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Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold Spot, Limca,
Citra, Maaza, Soda.

Soft drink industry is one of the fastest growing industries in India. The basic idea behind the rapid growth
of this industry is due to following reasons:

1. The great corporate war between Coke & Pepsi, who left no stone unturned, for monopolizing
the India Soft Drink market.

2. The basic ideology of these two giants is to promote soft drinks as a food item in India hold.

3. The long hot summers in India have increased the consumption of soft drinks.

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking
product among Indians. The Coca-Cola in India has setup an independent organizations which is H.C.C
& B.C.C with a capital of 350 U.S.$ each by virtue of sellout decision of the passed managing director
Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of this plant, land,
machinery, & intellectuals on February 14’ 1998 and since then H.C.C, looking after all its affairs under
company owned bottling plant to establish integrated marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This plant has more
sophisticated equipments, then the plant at Najibabad.

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CORE BRANDS IN INDIA

CORE BRANDS :
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Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and admired trademark
around the globe. Not to mention the best selling soft drink in the world.

Sprite: In 1961, a citrus-flovered drink made its U.S debut, using “ Sprite Boy “ as inspiration
for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-
Cola. Sprite is now the fastest growing major soft drink in U.S and the world’ s most popular
lemon-lime soft drink.

Fanta : The name “ fanta “ was first registered as a trademark in Germany in 1941 ,when it
was used for a few year for a soft drink created from available materials and flavors . The name
was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “ orange drink we
know today. It is now the trademark name for a line of flavored drinks around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of diet
coke (also called coca-cola light in some countries). Diet coke quickly become the number –
one selling low – calorie soft drink in the world.

BRAND IN INDIAN ORIGIN

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GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c, and acquired
by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola
company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non
carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

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BRAND IN INDIAN

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 ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - It’ s The Refreshing Thing To Do .

1942 - It’ s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - It’ s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1989 - You Can’ t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

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2003 - Jiyo Thanda Piyo Thanda .

FABULOUS FACTS ABOUT COCA-COLA

The world’ s largest spherical coca-cola sign is in Nagoya, Japan a top the dial – Nagoya building in
front of the Nagoya railway station. The sing is a double sphere constructed from more then 46 tone of
steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape features the coca-
cola logo and contour bottle, while the inner sphere portrays a comic scene with twinkling planets and
stars.

1. One of the world’ s largest signs for coca-cola is located on a hill called “ ELHACHA” in
America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles.

2. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in
Cartersville, Georgia.

3. Coca-cola is one of the world’ s most recognizable trademarks recognized in countries that
account for 98 percent of the world’ s population.

4. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were distributed to
each person in the world. There would be 678 bottles or over 42 gallons for each person.

5. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and end to end
to from a lane highway, it would wrap around the earth 82 times.

6. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105
million gallons per second instead of water, the falls would flow for about a day and a half 38 hours
and 46 minutes.

7. The largest representation of the world’ s best known package 100 foot tall glass contour bottle
is located at world of coca-cola LOS VEGAQS

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 HISTORY OF COCA-COLA

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it was
May 1861 when the pharmacist concocted a caramel colored syrup in three– legged brass kettle in his
backyard. He first distributed the new product by carrying Coca-Cola in a jug cown enjoys in a glass of
Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the
new syrup, producing a drink that was proclaimed “ Delicious and Refreshing” .

Dr. Pemberton’ s Partner and bookkeeper, Mr. Frank Robinson, suggested the name and penned
as “ Coca-Cola” in the unique flowing script that is still famous worldwide today.

Dr. Pemberton’ s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has been a
distinctive color associated with the No.1 soft drink brand ever since. For his efforts, Dr. Pemberton
grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a G.Canler had acquired
complete ownership of the Coca-Cola business.

He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair helped
to expand the consumption of Coca-Cola to over $25 million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more than six
decades of leadership took the business of commercial success making Coca-Cola an institution the world
over. Coca-Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of Mississippi

was looking for awry to serve refreshing beverages. He responded to this demand began offering bottle
Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.

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 HISTORY IN INDIA

The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence of 16 years.

The coca-cola company received approval from the government in July 1996 to set up a holding company
to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally its bottling
subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty
distribution centers across India. In addition, it uses 20 contract packers to augment its production capacity
and cater to the increasing demand for its wide portfolio of beverage.

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 PROMISE BY COCA-COLA

THE COCA-COLA PROMISE

The coca-cola company exists to benefits and refresh every one it touches. The basic proposition of
our business is simple , solid and timeless . when we bring refreshment , value , joy and fun to our
stakeholders then we successfully nurture and protect our brand , particularly coca-cola . that is the key
to fulfilling our ultimate obligation to provide consistently attractive to the owner so four business.

More then a billion times every day , thirsty people around the world reach for coca-cola products for
refreshment. They deserve the highest

Quality – every time . our promise to deliver that quality is the most important promise we make . and it
involves a world-wide , yet distinctively local , network of bottling partner , supplier , distributor and
retailers whose success is paramount to our own. Our investment in local communities in over 200
countries totals billions of dollars in jobs, facilities , marketing, the purchase of local good and services,
and local business partnership. Always and every where , we pursue continuous innovation in the products
we offer the processes we use to make them, the package we develop and the way we bring them to
market .

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 YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a health diet. With so mush conflicting information
available about health and nutrition, it can be very difficult to determine what is accurate and what is
not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A healthy diet incorporates
the basic principles of variety, balance and moderation without sacrificing enjoyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

• Soft drinks do not contribute to diabetes.

• The caffeine and phosphoric acid in soft drinks does not affect bone health

• The sugar in soft drinks does not cause children to be hyperactive.

• The consumption of soft drinks has not affected calcium consumption.

• Sugar consumption has not been shown to cause obesity.

• The amount of sugar and calories in soft drinks is about the same as many fruit juices

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 COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in customer
preference and loyalty, through Coca-Cola’ s commitment to them and in a highly profitable Coca-Cola
corporate branded beverages system.

THE COCA-COLA-MISSION

“ THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co. accomplishes
the mission by working with its business partners to deliver satisfaction and values to its customers,
through world wide system of superior brands and services, thus increasing brand equity on a global basis,
create consumer products, services and communications, customer service and bottling strategies, process
and tools in order to create competitive advantage and deliver superior value.

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 OBJECTIVES

In this study an effort has been to several factors which need to be taken due consideration to adhere to
the advertising, sales promotion and various sales influencing factors of the soft drink market.

In the fast changing competitive as well as economic scenario all around the world and the domestic front,
the main objective of the study are:-

• To study the promotional policies of the beverage companies onto various highways.
• To Study the comparative adds promotion by Coke in respect to Pepsi.
• To Analysis regarding displays set up on the highways by the companies in order to induce the sales.
• To Study for designing the budget requirement of the company for the coming year mainly focusing
marketing of the product.
• To Basically survey on the type of promotional setback faced by their product not representing up to
mark performance.

HIGHWAY ANALYSIS

An indigenous effort on the behalf of the surveyor in order to be very cautious while collection of the
raw data that is of primary nature of promotion at highways.

This highway is a part of the study undertaken on the behaf of the Coca-Cola Co. in order to help it
design out its next coming years marketing and advertising are performed in order to capture the
psychological attention of the passed by in order to refresh them.

The study is thereby based on the primary data collected at various refreshing outlets being covered
on the major highways of – Delhi and NCR region. It is basically a comparative study between the
two major “ ColaGiants” -PEPSI and Coke.

The two major routes being covered during my survey on the project are:
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• Noida ( Sec-37) To Surajpur.(Route having Pepsi’ s- Devyani Bottling Plant)
• Vijay Nagar Check Post To Garh Ganga.(Route having Coca-Cola’ s Ghaziabad Production Plant)

SURVEY TERMINOGY

(1) SHOP NAME : Name of the Outlet.

(2) AREA : Route break- through being covered.(Market Area Studied)

(3) GSB : Glow Sign Board.

(4)DPS : Dealer Printed Sign Board.

(5) COUNTERS : Metallic/Wooden Counters With Company’ s Printing.

(6) TABLE-CHAIR : Moulded Furniture along Umbrella’ s various restaurants.

(7) WELL-PAINTING: Outlet containing Co. painting on the wall for promotion.

(8) SGA : Sales Generating Assets.*Refrigerator. * Ice Boxes

(9) RACK : Various types of racks holding the display of the company’ s product.

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 MARKET PROMOTION ANALYSIS

(Special Supervision – Inspection Report in MODI NAGAR MARKET)

The research approach being followed in Modi nagar Market was regarding the supervision of various
outlets, which is one of the major consumable highways. There was a special inspection done onto the
statistical need of various sales promoting accessories being provided to the retailers.

The distributing unit cover’ s the over all supply to the market with his efficient sales force in application.
The unit here has a daily requirement of 550 carets of 200ml &300mlof Coke, ThumpsUp, Fanta, Limca
and Sprite. Whereas the pet consumption is concerned the scenario is:-

• 500 ml – 65 packs.
• 2 ltr. - 30 packs.
• 1ltr. - 70 packs (Kinley- Distelled Water)

# LIMCA being the most demanded range of soft drink.

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STRATEGIES ADOPTED BY COCA-COLA

Coca Cola’ s Globalization Strategies

The Coca Cola Company is global player and approximately 70 percent of its volume and80 percent of its
profit come from outside the United State Of America. Although it was perceived as a standardized brand
across the world, Coca Cola had been quietly fine turning its international marketing strategies to suit the
needs of individual national markets. Only the brands Coca-Cola, Sprite and Fanta were marketed
globally. In Latin American and Europe, where a heavy consumer preferred existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater the needs of different
countries. In Indonesia Coke had been selling pineapple and banana flavored sodas which had been
carefully developed to suit local preferences. In Japan, Coca-Cola had added a coffee drink called Georgia
and energy healthy drink named Aquarius to its product line. In India, the Coca-Cola Company acquired
the brands Limca, Maaza and Thums Up in 1993.

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 MARKETING MIX & STRATEGY:

Marketing mix of any organization consists of 4 ps i.e. Product, price, place and promotion having its
own significance, that varies from one organization to the other. in coca – cola the information about all
the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor given in the table.
Product strategy of the coca-cola is to promote all brands available in the brand packs and to introduce the
product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me, but as done for
the different product of the company, company has priced the product same as that of its major competitor
or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office located at Gurgaon in
Haryana . It governs the working of five zones covering whole India these zones are – north zone ,

eastern zone , western – zone , southern zone and Andhra Pradesh zone . These zones are divided in to
various. Plant, which govern the area assigned to them. The area is the various distribution centers called
distributors and C&F agents. Then come the retailers / customer for the company’ s product,

They receive good from distributor and c&f agent. Finally consumer is there, having the product from the
consumer’ s shops or delivered to their home, it is more clearly visible through this chart. The coca-cola
company, which gave its reach to the mouth of billion of people all around the world having a wide
distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network is the biggest
strength of the company.

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PROMOTION: this past of the marketing is playing a very vital and important role in the current
situation in India . Looking at the competition and promotion and advertising budget of both the companies
coca-cola and Pepsi, one can easily estimate the importance of this. The promotion mix of coca-cola is
divided in to top line promotion and below the line promotion.

Top line promotion includes the promotion designed and done by the company’ s corporate office of
gurgaon and the office of Bombay T.V ads , design of banner , and other p-s done by the company
simultaneously all around India with no difference in designs etc fall in this category . Below the line
promotion includes the promotion schemes, publicity material, POS display done by the company from
zonal, plant, sale manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS display.

OUR BRANDS

Wouldn’ t you to know what Apricot, Coffee, Lychee Nut, Orange, Cola Mix and Sour Cherry
beverages taste like?

One of the most popular areas of the world of Coca-Cola, our Co’ s. Atlanta attraction, is “ Taste of
the World” , the opportunity to sample some of the many beverages we produce. As the global leader
in the non-alcoholic beverage industry, we offer nearly 300 brands across almost 200 countries. Many
of these brands, including soft drinks, fruit juices, bottles water and sports drinks, are only available
in specific reason for this is simple: different people like different beverages at different times, for
different reasons.

So pour yourself a virtual glass of something you have never experienced before. Take a look at some
of the many brands we offer to people around the world.

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Coca-Cola :

Coca-Cola is the most popular and biggest selling soft drink in history, as well
as the best known product in the world . created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-
Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with Carbonated water. Coca-
Cola was registered as a trademark in 1895. Coca-Cola was being sold in every
state and territory in the United States. In 1899, the Co. began franchised bottling operations in the
United States.
Today, you can find Coca-Cola in virtually every part of the world and the Coca-Cola Co. has more
than 230 beverages to its portfolio.

Diet Coke

“ Looking good and tasting great”

Diet Coke was born in 1982 and quickly became the No.1 sugar free drink in diet – conscious America,
known as Diet Coke in the U.S., Canada, Australia and Great Britain and as Coca-Cola light in other
countries, it’ s now the No.3 soft drink in the world. It’ s the drink for people who want no calories,

26
 but plenty of taste. Ad campaigns around the world for diet coke share a playful, sophisticated and
sexy attitude.

Visit our Audio/Video-center to witness how the Diet Coke north American ad campaign celebrates
the real and human attributes that make people alluring in the eyes of others.

Fanta:

The Coca-Cola Co. acquired a favourite in Europe since the 1940’ s, Fanta in 1960. Fanta Orange is
the core flavour, representing about 70% of sales, but other citrus and fruit flavours have their own
solid fan base.
Consumers around the world, particularly teens, fondly associate FANTA with happiness and special
times with friends and family. This positive imagery is driven by the brand’ s fun, playful

personality, which goes hand in hand with the bright color (particularly orange), bold fruit taste, and
tingly carbonation. Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta
distribution was increased in the U.S. in 2001 with the return of four flavour : Orange, strawberry,
pineapple and grape. Orange, the biggest seller, is now available in most of the country.

Limca:

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 “ Light and Lemony”
This thirst quenching beverange features a fresh, light lemon-lime taste and fun-loving attitude. It’ s
a homegrown, national treasure in India, where the Coca-Cola Co. acquired it in 1993. the product’ s
invigorationg taste and cloudy look haven’ t changed, but the brand has been revitalized with a new
marketing campaign. Limca continues to build a loyal following among young adults who love the
lighthearted way it compliments the best moments of their lives. It’ s also become a hit in many
Persian Gulf countries. Grab a Limca and go.

MAAZA:

“ yaari Dosti Taaza Maaza”

with the real fruits taste kids love, plus added calcium, Maaza’ s tagline, “ Yaari-Dosti Taaza Maaza
“ means” Friendship moments with fresh Maaza” in Hindi. Maaza was introduced in India in 1984
as a no carbonated mango fruit drink. It was acquired by the Coca-Cola Co. in 1993 and is currently
available in three flavours, manbo, pineapple and orange plus added calcium.

Sprite:

“ Clear, crisp, refreshing.”

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Introduced in 1960, Sprite is the world’ s leading lemon lime flavoured soft drink.sprite is sold in more
than 190 countries and ranks as the No.4 soft drink worldwide, with a strong appeal to young people.
Millions of peopleenjoy Sprite because of its crisp, clean taste that really quenches your thirst. But also

has an honest, straightforward attitude about things that sets it apart from other soft drinks. Sprite
encourages you to be true to who you are and to obey your thirst.

Thumps Up:

“ Strong Cola Taste, exciting personality” :

Thumps Up is the leading carbonated soft drink and most trusted brand in India, originally introduced in
1977, it was acquired by theCoca-Cola Co. in 1993. it is known for it’ s strong, fizzy taste and it’ s
confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the
boys.

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 COMMITMENT TOWARDS INDIAN BRANDS
Coca-Cola India (CCI ) has implemented aggressive strategies for all the five brands acquired from Parle.
The strategies adopted are in concern with the long – term plans of Coca-Cola India. The Coca-Cola Co.
is the world’ s largest beverage Co. and is the leading producer and marketer of soft drink. The Co.
markets 4 of the world’ s top 5 brands, including Diet Coke, Fanta Sprite.

As the 200ml returnable Glass Bottle (RGB)has become the popular package size of the Indian Carbonated
soft Drink Industry. Thumps-up and limca are now available in 200ml RGB, 300ml RGB, 500mlPET, 2lt
PET, 330mlcans thus , along with Coca-Cola and Fanta, the Indian consumer has a choice of 4 brands in
cans. Collectively, the choice in package sizes available to consumers is now wider than ever before. This
has also generated incremental volume growth at the retail level adding positively to the per capita
consumption in the country.

While thumps Up has always been India’ s leading Carbonated soft drinks, Limca is the No. 1 brand in
the cloudy lemon segment. From 1993 till date, inputs in both the brands ran the gamut in advertising to
packaging, raising brand awareness to unprecedented levels. The investment in acquiring these brands and
the proceeding inputs there in has seen these brands grow admirably. While Thumps-up has grown over
50% over the last 3Yrs , Limca has grown over 20%.Thumps-Up recorded a phenomenal growth of 54%
in the Mumbai market in March 1997, the first month of the launch of the new logo. The new logo that
has a strong streak of blue speed lines adding a powerful element of speed and adventure was featured on
500ml refillable “ thunder Pack” bottles. Research conducted by “ research International” in Mumbai
showed that 84% of Thumps-Up consumers preferred the new logo to the old one.

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 COCA-COLA’ S: CREATIVITY IN ADVERTISIMENT
Coca-Cola:
“ Thanda Matlab Coca-Cola”

this ad is creative in the sense that, while enjoying they can use the word “ Coca-Cola” in the place of
“ Thanda” . The word thanda has been made to be synonymous to Coca-Cola.

The Ad is made to target the common people who wish to quench their thirst by just asking for any brand
instead of Coca-Cola. While doing such they may extend their taste, behaviour $preference towards Coca-
Cola. The main theme of this slogan is to make the brand common for every person and at every time.

THUMPS UP:
“ taste the thunder”

this advertisement is also creative. The slogan itself refers the thundering idea. It challenges the
teenagers for the taste. It is well known the today’ s youth want to do something extraordinary. They
want to showthemselves superior. So company is exploiting the mentality of today’ s youth that the
productis for them who want to accept the challenges

SPRITE:
“ dekhave pen a jao apni akal lagao”

the creative advertisement refers that don’ t go on exposure . try to go on rationality. It made for those
people who want to do their work by their own opinion and taste.

Now a days everything is full of exposure that is made to attract the people and such type of products
always give the dissatisfaction among the people. Therefore the world’ s biggest soft drink company has
made a product for the man who doesn’ t try to go on exposure and who always believe in rationality i.e.
sprite.

31
LIMCA:
“ just ! Take it Easy”

it is well known that lemon in used to over come the stress as well as it helps in digesting. Regarding
thia truth Coca-Cola made its product Limca, to follow the principle of lemon. Ot refers that if someone
is in the depth of stress and strain and he want to refresh himself, he must go on lemon flaver, Limca is
the best.

COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in consumer and
costomer preference and loyality, through Coca-Cola’ s commitment to them and in a highly profitable
Coca-Cola corporate branded beverages system.

THE COCA-COLA MISSION

“ THE BEST GLOBLE COMPANY “

the mission of Coca-Cola co. is to increase shareowner value over time. The co. accomplishes
the mission by working with its business partners to deliver satisfaction and value to customers and
consumers through world wide system of superior brands and services, thus increasing brand equity on
a global basis, create customer products, services and communications, customer service and bottling
strategies, process and tools in order to create competitive advantage and deliver superior value.

32
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the problem.

It may be understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by the researcher in studying his research problem along with logic behind
them . it is necessary for the researcher to know not only the research methods/techniques but also the
methodology used. Researchers not only need to know how to develop certain indices or tests , how to
calculate mean or median or mode, how to apply particular research techniques but must also know which
of these methods or techniques are relevant and what would they mean and indicate and why.
Research process consists of series of actions or steps necessary to effectively carry out the
research.

RESEARCH DESIGN:

The function of research design is to provide for collection of relevant evidence with minimal expenditure
of time effort and money. I followed the census method as I did daily route riding along with the executives
and the salesmen. I got opportunity to meet and interact with each one of the retailers and closely came to
know specific need of the promotion of Coca-Cola in the market as a whole. I covered the distribution
area under highways at Ghaziabad, Modinagar and little area of NCR region. Under the supervision I got
number of relevant data from on spot inspection and personal observation.

33
 METHODS OF DATA COLLECTION:

Observation and interaction with the retailers provided me in depth knowledge about the
availability of changes in promotional items provided by Pepsi and Coca-Cola by the distributors. I
collected all vital data from the outlets visits and survey during my summer training and which would be
of high consideration regarding the designing of the coming years marketing budget by the Coca-Cola
Company.

The survey sheet was instantaneously equipped of data duly observed by me and in a systematic manner.
The data thus inculcated is through Primary Source by Personal Interviews, Enquiries and Observation.
The responses thus received were also encouraging on my behalf and as well as the company.

34
1.) MARKETING RESEARCH OBJECTIVES:

a.) To undertake a market study to know the Coca-Cola promotion on the

highways.
b.) Comparative sales promotion (accessories) analysis with regard to Pepsi and
Coca-Cola.

2. TYPE OF STUDY : EXPLORATORY

3. RESEARCH AREA : GHAZIABAD, MODINAGAR AND NOIDA

4 SOURCE OF INFORMATION : (PRIMARY)

In this type of data collection mode the interviem\wer uses the wording and order that seems most
appropriate in the context of each interview. These interviews are useful in obtaining a clearer
understanding of the problem and determining what areas should be investigated.

5.) DATA COLLECTION INSTRUMENT : (SURVEY SHEET)

There are several ways of collecting the information considerably in the context of money costs, time and
other resoueces at the disposal of the researcher.
I collected data for my project work through the medium of Survey Sheets
In this method I got the prepared sheets from the company comprising of relevant questions related with
my project. Then I contacted respondents on their shops along with the sheets for collecting the
information.

6.) RESEARCH APPROACH: (SURVEY METHOD)

7.) SAMPLING PLAN:

35
Sample design is a definite plan determined before any data are actually collected for obtaining a sample
for a given population. The sample design to be used must be decided by the researcher taking into
consideration the nature of inquiry and other related factors.
I have paid attention on the following points while designing the sample:
a) Target population
b) Sample Unit
c) Sampling Size
d) Sampling Method

a). TARGET POPULATION:

the population of the study consisted of retailers and dealers. Target population was taken from the cities
of Ghaziabad , Modinagar and Noida.

b). SAMPLING UNIT:

Random sampling was chosen that is where any outlet of the whole population was likely to be selected
as any other outlet that is all the outlets of the population have equal chances.
Shops pursuing promotional tools (both dealers and retailers) in Ghaziabad, Modinagar and Noida cities.

c). SAMPLE SIZE:

a total of 250 shops were observed from the cities – Ghaziabad, Modinagar and Noida.

d). SAMPLING METHOD: Purposive Sampling

36
 LIMITATIONS

The HIGHWAY SURVEY being conducted as the project work under Hindustan Coca-Cola
Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

1. The survey report that was conducted had a pre-defined boundation of interviewing the
retail outlet owners. It’ s based on simple observational analysis which may lead to
deflection at the time of conclusion arrival.

2. The survey sheet being designed had a limited scope of primary data coverage only. It
did not take into consideration the other availability of supply and Co ground on which
it decided upon the provision of distribution of the promotional accessories.

3. During the entire survey the retailers willingness for acquiring the accessories in
accordance with the schemes followed with them could not be noticed. This could be
one of the reasons of the non-appropriate promotional efforts in making an awareness
among the customers

4 . The data regarding:

• How the accessories can be acquired ?

• When the accessories did come into distribution channelling?
• Were the retailers informed on the distribution?
• What encouraged them to posses the accessories?
• Are they enjoying back up from the company for promotional activities?

37
5. The time constraint was also prevalent as there was not abundant time for a detailed study to be
conducted among the retailers and dealers.

6. The financial limitations could also be felt as the funding regarding the survey was not subjected
which lead to a lack in an in-depth study to be undertaken.

38
FINDINGS

39
 TABLE-1
Various consolidated figures representing the share of both COCA-COLA and PEPSI on Noida Sec(37)
to Surajpur Highway.
CATEGORY COCA-COLA PEPSI
GSB 8 20
DPS 7 18

COUNTER 9 23

TABLE-CHAIR &
UMBRELLA 2 7

WALL PAINTING 13 35
SGA 35 43
RACK 18 24

Total Number of outlets: 71

Major Areas covered under this Highway:
• Surajpur Dadri Road (market).
• Sutyana.
• Haldwani Crossing.
• Bhangel.
• Kulesra.
• Salarpur.
• Baraula.

• Noida(sec.37-49).

TABLE-II

Similar consolidated data in respect of the market share of both COCA-COLA and PEPSI on Vijay Nagar
(check post) to Garh Ganga.
CATEGORY COCA-COLA PEPSI
GSB 83 67

40
 DPS 23 15

COUNTER 39 42

TABLE-CHAIR &
UMBRELLA
11 6

WALL PAINTING 59 41
SGA 64 53

RACK 73 61

Total Number of outlets : 121

Major Areas covered under this Highway:
• Vijay Nagar.
• Masuri.
• Hapur.
• Pilakhwa.

Glow Sing Board

The study here revealed that usually the outlets had GSB’ s distribution at a large scale but they did not
cover the entire area. Coca-Cola though had a good promotional share but Pepsi was not far behind and
also gave a challenging stand. Being an aera that did not had an outstanding exposure the outlets were of
small entity and were provided with the GSB.

COCA-COLA 83

PEPSI 67

41
 Dealer Printed Sign Board:
Under the area study it could be seen that both Coca-Cola as well as Pepsi did not provided DPS’ s at
various outlets, as it is a general view that they are being given at large consuming outlets. But taking in
consideration the market potential here not many of the outlets could claim such accessories. In all the
distribution of it is not lead emphasis thereon by the companies

COCA-COLA 23
PEPSI 15

42
 Counters:-
During the study it was observed that over the entire the market region under this category the COCA-
cola CO. FELL BEHIND Pepsi and also the total distribution was not even . many of the outlets were at
commercial places that induced the framework of their own private interior where there is no scope of
counters. They are most needed at “ Pan Bhandar, Juice Corner or Sweet Shop” which are rarely big
consumption units.

COCA-COLA 39
PEPSI 42

43
 Table- Chair- Umbrella:-
While covering the entire area it was very surprising to know that the companies had no satisfactory
performance out there . Coca-Cola having plant over this route also did not lay any outstanding effort.
This category resembled a very meagre growth here and hardly makes any sense providing it to such
places where you cannot bring about any difference in the promotion of the product.

COCA-COLA 11
PEPSI 6

Wall Painting :
On the survey duration it was observed that in such areas where after every (5-7) a new small started,
where we generally know that people follow signs & painted advertisement. Thus a close stand by Pepsi
was seen and the outlets experienced mostly either Coca-Cola or Pepsi. But the share of it could not be
seen much as the people are already aware of both the enterprises.

COCA-COLA 59

PEPSI 41

44
 Sales Generating Asset:-
They are the assets being categorized, which play a vital role in preservation of the products – refrigerators
or iceboxes. Many of the outlets do had them in abundance but others had to only feed upon one of them
. this being the most essential requirement for outlet one who stocks soft drinks as no one is going to
purchase a hot one. A handsome distribution follow onto the outlets can be seen which also sometimes
make people aware of advertising being done through this source.

COCA-COLA 64

PEPSI 53

45
 Racks:-

The entire survey dealt with the distribution of accessories, which are one of the essential ones to have an
impressive promotional outlay. Among the best reviewed one was “ racks” which have been provided at
non-accountable reason, which shows that people may place it at & mark as symbol promotional induction
to the retailers.

COCA-COLA 73

PEPSI 61

They compete vigorously, and at the same time they cooperate smartly with their strategic partners in their
supply and distribution chain.

Every company has a set of department to viewing it as a system for managing core process. Company
must manage and master such basic process order generation to order fulfilment.

In modern marketing discipline mass market are fragmenting in micro- market, multiple distribution
channel are replagceing single channel, price discounting and sales promotion.

46
Designing the best marketing mix “ To make a sale” there is growing emphasis on designing the best
relationship mix for winning and keeping customer. Good customer are an asset which , when will
managed and served, will return a handsome lifetime income stream to Co.

Relationship marketing is not only a company drives to bond better with their consumer. Companies also
develop mutually profitable relationships with their retailer, supplier and distributor. If the Co. squeezes
its retailer profit unduly, it forces too much product on distributor the Co. will fail. Smart companies check
& balance with their supplier and distributor in the drive to better serve their ultimate customer.
And marketing, at its best goes beyond meeting existing customer needs. Good company will meet needs;
and great companies will create a market.

47
TABLE-III

Marketing promotional data being collected through daily survey as to the scenario of both Coca-Cola and
Pepsi and inspecting the need of the promotional accessories therefore. The entire highway market being
studied started from Sumam theatre to Kadrabad.

COCA-COLA PEPSI NONE

CATEGORY
GSB 39 15 4

DPS 31 9 18

COUNTER 28 27 3

TABLE-CHAIR &
9 5 44
UMBRELLA

WALL PAINTING 31 17 10

SGA 29 26 3

RACK 27 29 2

Total Number of Outlets: 58

Major Market Area Covered on the Highway:
Suman Theatre.
Govindpuri.
Rajchopla
Kadrabad.

48
 Glow Sign Board:-

Being a small market equipped of various small shops and cool corners they mostly possessed the GSB’ s.
while at some big outlets there may be 2 or more. Taking into consideration this market Pepsi has a high
competitive share with Coca-Cola, which need to be taken care of.

40

30

20

10 GSB

0
COCA- PEPSI NONE
COLA

Dealer Printed Sign Board:-

Many of the outlets were provided the DPS’ s while the market promotional activities had been conducted.
Pepsi though behind Coca-Cola in this category had not lead down much emphasis on it. Usually found
at bigger outlets that do bulk stocking of the product as the company’ s advertising is being featured on
it .

40

30

20

10 DPS

0
COCA- PEPSI NONE
COLA

49
 Counters:-

Both Pepsi as well as Coca-Cola go hand in hand under this criterion. On regular basis the counters of
Coca-Cola were distributed earlier and Pepsi made its distribution later, which was observed as a result
that the later ones seemed new. The counters do add to the outlets initial impact at the consumer, which
attracts him to make the purchase.

30
25
20
15
10
COUNTER
5
0
COCA- PEPSI NONE
COLA

Table- Chair-Umbrella :-
In the market of Modinagar there’ s a limited scope for these accessories as they are found mostly at open
air restaurants having large premises. The restaurants here are not much sophisticated with gardens

or compounds having place to put in Umbrellas, etc. also a major share of the market is left untouched by
such provisions that may flourish in near future.

50
 50
40
30
20
10 TABLE-CHAIR &
UMBRELLA
0
COCA- PEPSI NONE
COLA

Wall-Painting:-

Various sweets corners and cooling points at the market bore it. Recently Coca-Cola revived the entire
market painting and turned the whole market in “ red” . Thus , at various Pepsi outlets even the retailers
got their display and walls painted red with Coca-Cola’ s advertisemen

40

30

20

10 WALL PAINTING

0
COCA- PEPSI NONE
COLA

51
 Sales Generating Asset:-
there is high demand of refrigerators by the retailers, as they want to have an increase in the number of
SGA’ s to stock more. Both Coca-Cola and Pepsi had already provided each at their respective corners.
Under this segment both of them have near about stand this being one of the basic necessities.

30

20

10 SGA

0
COCA- PEPSI NONE
COLA

Rack:-
Under this category it’ s Pepsi who has taken the lead as a result of their recently organized rack
distribution scheme. The retailers in return had to purchase additional stock for display on the racks in
turn of PET bottles. They do play a major role in the display of the product outside the cool corners and
helps in attracting the consumers

30

20

10 RACK

0
COCA- PEPSI NONE
COLA
.
52
 CONCLUSION

1) The various retailer had an enormous demand for better GSB’ s and in many cases of DPS for a
better, impressive outlet look to attract consumers.

2) The endless demand of visicoolers in order to store large quantity of stock as a part of marketing
and distribution promotional function of the company is studied therein.

3) The steady flow of the company’ s promotional accessories could be felt irrespective of the
consumption of the outlets of the product. For example: racks, counters, sign boards, etc.

4) In a competitive environment the company got to study the schemes of their closest rivals, which
they followed and in return fulfilled, the needs regarding their outlets set up.

5) Timely check up of the proper usage of the Co’ s assets (SGA) being made as well as their
malfunctioning is rectified.

6) Misuse of the Coca-Cola SGA’ s should be brought into consideration as a retailers, stock, other
companies, stock and depreciate the demand of the source company.

7) The archrivals product study can be entertained from the retailers and the privilege on their part is
known which helps in formulation of better marketing promotional scheme’ s

8) Pepsi’ s regular stockholders be traced and break up by providing motivational introductory offers
enhancing the market capture.

9) Coca-Cola should try to make arrangements so that the marketing representatives would visit the
retail outlets regularly and try to solve the retailers, as well as the distributors, problems which
they usually face during the peak season.

53
 10) Better efficient sales representatives be appointed to update the retailers about the schemes in
comparison to Pepsi. This would encourage a curiosity regarding the Coca-Cola schemes among
them.

11) The complaints of the retailers be studied and paid attention of the highest degree to ensure better
market capturing.

EXPLANATION

1) GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the respective product of the
company. The companies for their product promotion and sales enhancement usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD :

Display boards of the same nature with an additional feature of the retailer’ s name or the outlet’ s name
being mentioned on them , in order that the sponsors bear the value – addition on the behalf of the
company.usually provided to stockist who have large consumption of the product.

3) COUNTERS:

Wooden or metallic framework provided by the company to the exclusive outlets which either stock in
bulk or which are particular brand outlets. The company in return promises a certain fixed stock supply

for a certain time period. The counters bear the company’ s advertisements as a source of marketing
promotion.

54
 4) TABLE- CHAIR- UMBRELLA:

moulded furniture of plastic is being provided at various open-air restaurants or “ dhabas” for the
convenience of the customers while their visits. In return the company achieves product promotion as well
as retailers satisfaction. They can also be seen at various street side cafes and juice corners.

5) WALL PAINTINGS:

painting of the brand advertisements on the walls of the outlets, which in result attract and remind the
consumers about the product. This makes the consumer aware of the popularity and promotional effort
made on the behalf of the company.

6) SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even the old designed iceboxes.
On the other hand it enables to motivate the retailers for better sales on company’ s behalf.

7) RACKS:

they are different types of plastic or material holders, which are used for the display of the pet and other
glass bottle. This creates a healthy exposure of the products, remembrance to the ultimate consumers.

These all help in generating the company’ s brand image at different levels:

• Market

• Retailers

• Consumers

55
 Glow Sign Board : Distribution:-

As per the observation of the route here it can be seen that PEPSI has made a nice promotional effors in
distributing its GSB’ s on various outlets. This has made the market capturing for Coca-Cola tougher and
a regular supply from their “ Devyani Bottling Plant” proved effective on the behalf of their services to
retailers. There is a fruitful effort made by the Pepsi in order to turn around the entire highway “ blue”
and it can be proved up to some extent apart that Coca-Cola has also played in it’ s role.

COCA-COLA 8

PEPSI 20

Dealer Printed Sign Board:

While the survey was being done on the entire highway it revealed that at various bigger outlets Pepsi has
already provided DPS’ s. in order to breakdown its retailers and the distribution Coca-Cola has to make
indigenous efforts. The retailers need something “ extra” to be convinced to stock Coke in addition to
Pepsi; overall there is a steady promotional effort to be put in. an outcome of this that can be felt is that at
bigger consumable outlets there is capture of Pepsi.

COCA-COLA 7

PEPSI 18

56
 Counters:-

The coverage of the highway showed that there was not much emphasis on the distribution of the
so called “ counters” as the market here is not promising. But then too the study revealed that Pepsi had
provided it to the outlets, which are at places that prove prominent for the promotional activity. Coca-Cola
came out with a poor promotional concern, as the potential held by them is weaker at the entire area. Also
there could not be seen considerable number of general stores and open-air restaurants all along the
highway.

COCA-COLA 9

PEPSI 23

Table- Chair &Umbrella:-

During the survey it was observed that the supply of these sorts of accessories is very meagre, as
we could not view any street side restaurant and halting corner. This survey did give a dignified figure
that there ‘ s no such effective requirement but then too Pepsi reported to be dominating. It revealed that
Coca-Cola did not make any efforts to capture the highway here as the potential of soft drinks has not yet
gained pace here.

COCA-COLA 2

PEPSI 7

57
 Wall- Painting:-

Usually the outlets here had wall painting that enhanced the people to memorize about the
refreshment by having a drink and get exhausted. It’ s basically to attract people in order that they are
able to recognize a suitable place for them to have a coke or Pepsi. Also a very common type of
promotional activity adopted by the companies to attain popularity. Coke though tried its level best to
outrage Pepsi but was not successful and resulted in unsatisfactorily.

COCA-COLA 13
PEPSI 35

58
 Sales Generating Asset:-

Under this category the companies head the various instruments that are useful in the handling of the
product in a very feasible manner- refrigerators, iceboxes,etc. both Coca-Cola and Pepsi provided them
on schemes being an essential requirement for sustaining of such products but the later one had the
coverage area in a better way.

COCA-COLA 35

PEPSI 43

Rack:-

They are the plastic moulded or metallic framed structures that are used for holding the glass bottles or
even the pet for display. They are ones that is a healthy scope for display needed or sometimes for the
beautification of the outlet.

COCA-COLA 18

PEPSI 24

59
 COKE& PEPSI IN INDIA: A BRUISING COLA WAR
Coke and Pepsi together spend 40 million pounds annually in outdoing one another. Even
though the potential of carbonated drink is enormous in India, coke is not banking on CSDs alone to fuel
growth. A lesson well learn from developed markets like the UK. It has entered new areas like kinley
water , Georgia tea and coffee and its Sun fill dilutable drink. These are its biggest growth engines in India
at the moment. In fact, from single-serve water bottles, Coke has now moved into the 20-litre home packs,
which has given it substantial market share. It is number two in the water business next only to the home-
grown Bisleri.

Pepsi , like its counterpart in the UK, has been a laggard in this respect. Even though it has launched
Aquafina water in India , Pepsi does not seem to be pushing it. It has no presence in the dilutable category.

But in contrast to the UK, the Pepsi brand has a huge presence in India , both in volume and brand image.
In fact, its exemplary marketing acumen took it ahead of Coke in the early days and , even today, Pepsi
and Coke are running neek and neck in cola shares-explaining the high pitch cola war on the Indian soil.

QUESTIONNARE :

60
Route No. :-
Name of outlet :-
Contact person :
Address :-

1 . Type of Channel:-
(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other
2. Infrastructure of retail outlet :-
(A) Pepsi Coca-Cola
(a) Empty (i) (i)

(b)Vision/oye (ii) (ii)

(c ) Ice box (iii) (iii)

(d) Signage (iv) (iv)

3.Pack availability of a daily average sale :-

(B) Pepsi Coca-Cola

(a) 200ml (i) (i)

(b ) 300ml (ii) (ii)

(c ) 500ml (iii) (iii)

(d) 2000ml (iv) (iv)

(e) Aquafina/Kinley (v) (v)

4.
Facilities Preovided by company:
( c)
Facilities Pepsi coca-Cola

(a) Cash Discount (i) (i)

(b) Credit (ii) (ii)
(c) Empty loan (iii) (iii)
(d) Other (iv) (iv)

5. Types of Status:
61
 (a) Pepsi monopoly (b) Coca-Cola monopoly (c) Mix
6. Which company product you sell more?
(a) Pepsi (b) Coca-C0la (c) Both
7. Why you prefer Pepsi /Coke or mix (please. Rank it):
(a) Consumer demand
(b) Service
(c) Scheme
(d) Personal relationship with company employee
(e) Facility provided by the company
(f) Relation with root agent
(g) Company staff frequently visit
8. Retailer satisfaction regarding service:

(i) which company provide better delivery

a) Pepsi (b) Coke (c) Both (d) None

(ii) which company vehicle arrives on time:

(a) Pepsi (b) Coke (c) Both (d) None

(iii) which company provides better service in emergency

(a) Pepsi (b) Coke (c) Both (d) None

(iv) which company’ s vehicle is more regular in visit:

(a) Pepsi (b) Coke (c) Both (d) None

9. Retailer satisfaction equipment:

(i) which company provides better scheme (visi/oye)

(a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company provides better scheme for ice box:

(a) Pepsi (b) Coke (c) Both (d) None

10. Retailer satisfaction scheme:

(i) Which company comes out with good schemes:

(a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company executes his marketing scheme:

(a) Pepsi (b) Coke (c) Both (d) None

62
(iii) Which company provides better option for marketing scheme:

(a) Pepsi (b) Coke (c) Both (d) none

(iv) Which company offers other more trade scheme:

(a) Pepsi (b) Coke (c) Both (d) None

(v) Which company offers more value trade scheme:

(a) Pepsi (b) Coke (c) Both (d) None

11. Regular satisfaction relationship:

(i) Which company route agent behaves more supportively and professionally:

(a) Pepsi (b) Coke (c) Both (d) None

(ii) Which company official visits more frequently:

(a)Pepsi (b) Coke (c) Both (d) None

(iii) Which company officer provide better solutions:

(a) Pepsi (b) Coke (c) Both (d) None

12. Problem (if any):

13. Suggestion (if any) :

63
 BIBLIOGRAPHY

• Philip Kotler and Gary Armstrong , 2006, Principals of marketing 11 th Edition.

• Naresh K.Malhotra ,2007 , Marketing Research-An Applied Orientation, 5th Edition.

WEBSITES

• www.coca-cola.com
• www.coke.org
• www.business.fmcg.org

• www.marketing.coke.co.in

64