INTRODUCTION

COCA – COLA IN INDIA

Brings Back The Fizz To India

Coca-Cola, the corporate nourishing the global community with
the worlds largest selling soft drink concentrates since 1886,
returned to India in 1993 after a gap of 16 years giving a new
thumbs up to the Indian Soft Drink Market. In the same year, the
Company took over ownership of the nation's top soft-drink
brands and bottling network. No wonder, our brands have
assumed an iconic status in the minds of the consumers.

Dr. John Stith Pemberton for the first time produced the
syrup for Coca-Cola on May 8, 1886Healthy Growth To The
Indian Economy
Ever Since, Coca-Cola India has made significant investments to
build and continually consolidate its business in the country,

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including new production facilities, waste water treatment plants,
distribution systems and marketing channels.

Coca-Cola India is among the countrys top international

investors, having invested more than US$ 1 billion in India within
a decade of its presence and further pledged another US$ 100
million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has not only shaked up the Indian carbonated
drinks market, and given consumers the pleasure of world-class
drinks to fill up their hydration, refreshment & nutrition needs but
has also been instrumental in giving an exponential growth to job
opportunities.

Creating Enormous Job Opportunities

With virtually all the goods and services
required to produce and market Coca-
Cola being made in India,

the business system of the Company directly employs

approximately 6,000 people, and indirectly creates employment
for more than 125,000 people in related industries through our
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vast procurement, supply and distribution system.
The vast Indian operations comprise 25 wholly owned
company-owned bottling operations and another 24
franchisee-owned bottling operations. That apart, a network of 21
contract-packers also manufactures a range of products for the
Company.
On the distribution front, 10-tonne trucks, open-bay three-
wheelers that can navigate the narrow alleyways of Indian cities
constantly keep our brands available in every nook and corner of
even the countrys remotest areas.
These are only some of the facts that speak about our
commitment to the growth of the Indian Economy.

Atul Singh
President & CEO , Coca-Cola India

Atul Singh took over as the President & CEO, Coca-Cola India

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from 1st September2005.

Prior to this assignment, Atul Singh was the President of East,

Central & South (ECS) China Division in January 2005. Given the
strategic importance of China, a Division within the greater China
Division was created. ECS China Division consists of Shanghai,
the Swire Territories of China, Hong Kong and Taiwan.
Additionally, Atul was also responsible for the global and strategic
Key Customer Relationships for Greater China and was a member
of the Customer Leadership Council.

Prior to his appointment as the President of East, Central and

South China Division, Atul served as Deputy Division President
and headed the Operations group of China Division. Under Atul's
leadership, mainland China operations was among the fastest
growing Coca-Cola businesses worldwide for the past 3 years.
Atul started his career in the Coca-Cola system in 1998 as Vice
President, Operations of Coca-Cola India Division. He led the
Franchise Operations and Key Accounts group of the India
Division from 1998 to 2001. Atul then joined the China Division in
July of 2001 as Region Manager of East China, China Division.
Under his leadership, East China Region exceeded volume and
profit targets by growing at double the rate of other regions.

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Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive
Company for 10 years and held several roles including Country
General Manager, Nigeria (1995-1998), CFO then General
Manager, Romania (1992-1995) and Finance Manager, USA Body
Care (1990-1992), Prior to Colgate, Atul worked as an Auditor
with Price Waterhouse in New York.

Atul, holds a MBA degree from Texas Christian University.

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 FUNCTION OF THE PLANT
INGREDIENT DELIVERY

Sweetener
Team of professionals, work on selecting, auditing, sampling,
testing, approving and then authorizing the sugar suppliers and
the list of such authorized suppliers with approved sugar lots and
along with the certificate of analysis are sent across to all the
bottling unit for procurement.

Secret Formula

Created in special concentrate plants, it's delivered, held and

used under strict controls to maintain its integrity and security.
Each unit of concentrate is especially identifiable to allow the

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"history" of each component to be researched at any stage of
production, storage or use.

CO2 Formula

when delivered to the plant, carbon dioxide, or CO2, comes in

cylinders for easy delivery and storage. But what is it? In
essence, it's a colorless and odorless gas that provides the "fizz"
for our beverages. But it's also a by-product of our breathing and
used by plants and trees to produce oxygen.

Water
since water is a key component to all our beverages, its quality is
critical. And, since public water quality varies around the world,
each plant further treats the water it uses. This means that
before water is added to any of our beverages; it's rigorously
filtered and cleansed. We then continuously sample the water to
ensure it meet our standards.

Materials
Ingredients are not the only things delivered to the plant. Other
materials such as bottles, cans, labels and packaging are also
delivered. Our plants in India use refillable bottles, CANS, PET
etc. in the Production Process, when bottles and cans are

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delivered to the plant; they are carefully inspected to ensure that
they meet our exacting standards. Once these have passed initial
inspection, they move on to be washed and/or rinsed.

WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this
sounds simple, the actual steps can differ by bottling plant. In India, our plants use refillable
glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles are first hit with
prerinse jets which remove any dirt or debris. They are then soaked in a high-temperature deep
cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to
the "hydrowash" where they are washed again with a deep cleaning pressure-spray.

MIXING AND BLENDING

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H2O and Sugar

Mixing and blending begin with the steps of mixing pure water
with refined sugar, which creates simple syrup. The syrup is then
measured for the correct amount of sugar.

Secret Formula

Our secret formula is... still secret! That's right; the secret
formula remains a mystery to the millions of people in nearly 200
countries that enjoys our refreshing beverages everyday. Even
though we can't tell you the secret, you can be sure that "LIFE
TASTES GOOD" with Coca-Cola.

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H20 and Syrup

With the syrup nearing its final state, we mix it with pure water,
creating the finished uncarbonated beverage. However, the water
and syrup must be mixed in right ratio. This is done by the
beverage proportioning equipment. It accurately measures the
correct ratio for each and sends this mixture to the carbonator.

CO2 Adding

Adding CO2 or carbon dioxide gas is the final touch that

carbonates the beverages. Carbon dioxide not only gives our
beverages their effervescent zest, but it also adds to the
distinctive and familiar taste everyone has come to expect from
our beverages.

FILLING

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Once all the ingredients have been mixed and blended and the
bottles have been cleaned and sanitized, we're ready to start
filling. This is a surprisingly complex process requiring precision
at each step. To begin with, bottles must be carefully timed as
they move to the filler - synchronization is key. Once at the filler,
bottles are either held securely in place by flexible grippers or
precisely placed under filling valves by centering devices. Before
the bottles can be filled, the inside of the bottles must be
pressurized. This allows for the force of gravity itself to draw the
beverage into the bottle - a process that ensures the smooth flow
of liquid, with little to no foaming.

CAPPING

Once filled, bottles are then capped. We use different caps for
different bottles - glass bottles are usually topped with a metal
crown while "PET BOTTLES" are topped with a plastic screw-top.
Each cap type then moves through different parts of the machine,
which ensures each cap stays scratch free and is in the right
position to be precisely placed on the bottle. As quality and

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freshness are key, we use a "no closure" detector during the
capping process and a "go-no-go gauge" or "torque meter" after
the bottles has been capped. The "no-closure" detector checks if
a screw top or crowns has been placed on bottle. The process
actually stops if the detector doesn't find a closure. The "go-no-
go gauge" checks for the proper crown crimp and the "torque
meter" checks to make sure the screw-top is good and tight. If
the bottle cap isn't just right, the beverages can become flat or
be affected in other ways. If this happens, the bottle is discarded.

LABELING

Once the bottles have been filled and capped, they move on to be
labeled. A special machine dispenses labels from large rollers,
cuts them and place on the bottles. For special labels such as
commemorative bottles for football championships, the labels are
sent to the bottling plants for approval, and then used for
packaging. Depending on the occasion, some of these special
bottles will go only to the specific locations. For example, a

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national football championship bottle will be sent only to the
home town or state of the championship team.

CODING

The bottle is now ready to be coded. Each one of our beverages is

marked with a special code that identifies specific information
about it. The codes simply identify the date the beverages was
bottled or canned. These codes identify the date, time, batch no.
and the MRP. Product coding allows us to ensure that u receive
our beverages at their flavorful best.

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 INSPECTION

We inspect bottles at many points during the process. With

refillable bottles, it happens they are first brought into the plant.
They are also inspected after they are washed and again after
they are filled. Inspectors look for external bottle imperfections

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and make sure each bottle has the right amount of beverages.
Even after filling, each plant samples bottles for analysis in its lab
to ensure quality is up to standards.

PACKAGING

Once our filled beverages have passed final inspection, they are
ready to be packaged for delivery. Generally, packing can refer to
everything from the unique "BOTTLE" and "CAN" designs, to label
designs, to cardboard boxes and containers, to plastic rings.
Because the needs and tastes of our consumers are so diverse,
the packaging varies depending on where the beverages are
being sent.

WAREHOUSING & DELIVERY

In order to make sure the freshest

beverages possible get to you, each
warehouse must efficiently manage the thousands of beverages
cases produced each day.
Beverage organization is key, though it's the bottle and can

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coding that allow for the necessary precision. From the
warehouse, we load beverages onto our distinctive trucks. Night
and day, our trucks are delivering our refreshing beverages to
stores, soda fountains, and vending machines near you.

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BRANDS OF COCA-COLA

COCA-COLA HAVE SIX BRANDS IN INDIA THAT

ARE: -

• THUMPS UP

COCA-COLA

• LIMCA

• SPRITE

• FANTA

• MAAZA

• KINELY

THESE BRANDS ARE FURTHER EXPLAIN ON NEXT

PAGE WITH THEIR TAG LINES .

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Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink
and most trusted brand in India. Originally introduced in 1977,
Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its

confident, mature and uniquely masculine attitude. This brand
clearly seeks to separate the men from the boys.

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 The world's favourite drink. The world's most valuable
brand. The most recognizable word across the world after OK.
Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest
manufacturer, marketer and distributor of non-alcoholic
beverages in the world.

In India, Coca-Cola was the

leading soft-drink till 1977 when govt. policies necessitated its

departure. Coca-Cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is
available to more and more people, even in the remote and
inaccessible parts of the nation.
Coca-Cola had signed on various celebrities including movie stars
such as Karishma Kapoor, cricketers such as Srinath, Sourav
Ganguly, southern celebrities like Vijay in the past and today,
its brand ambassadors are Aamir Khan and Hrithik Roshan.

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 Worldwide Sprite is ranked as the No. 4 soft drink
& is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today
it has grown to be one of the fastest growing soft drinks, leading
the Clear lime category.
Today Sprite is perceived as a youth icon. Why?
With a strong appeal to the youth, Sprite has stood for a straight
forward and honest attitude. Its clear crisp refers hing taste
encourages the today's youth to trust their instincts , influence
them to be true to who they are and to obey their thirst.

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 Internationally, Fanta - The 'orange' drink of The
Coca-Cola Company, is seen as one of the favorite drinks since
1940's. Fanta entered the Indian market in the year 1993.

Over the years Fanta has occupied a strong market place and is
identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color,
tempting taste and tingling bubbles that not just uplifts feelings
but also helps free spirit thus encouraging one to indulge in the
moment. This positive imagery is associated with happy, cheerful
and special times with friends.

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 Maaza was launched in 1976. Here was a drink that
offered the same real taste of fruit juices and was available
throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza

currently dominates the fruit drink category.

Over the years, brand Maaza has become synonymous

with Mango. This has been the result of such successful
campaigns like "Taaza Mango,Maaza Mango" and
"Botal mein Aam, Maaza hain Naam". Consumers
regard Maaza as wholesome, natural, fun drink which delivers the
real experience of fruit.

The current advertising of Maaza positions it as an enabler of fun

friendship moments between moms and kids as moms trust the
brand and the kids love its taste. The campaign builds on the
existing equity of the brand and delivers a relevant emotional
benefit to the moms rightly captured in the tagline "Yaari Dosti
Taaza Maaza"

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 Water, a thirst quencher that refreshes, a life giving
force that washes all the toxins away. A ritual purifier that
cleanses, purifies, transforms. Water, the most basic need of life,
the very sustenance of life, a celebration of life itself.

The importance of water can never be understated. Particularly in

a nation such as India where water governs the lives of the
millions, be it as part of everyday rituals or as the monsoon which
gives life to the sub-continent.

Kinley water understands the importance and

value of this life giving force. Kinley water thus
promises water that is as pure as it is meant to
be. Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of safety

from the Coca-Cola Company. That is why we
introduced Kinley with reverse-osmosis along with
the latest technology to ensure the purity of our
product.

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 INTRODUCTION OF THE TOPIC

The topic given to me is right execution daily (RED)

RED
As is evident with products like beverage the right distribution is
the key to make or break the business . the availability matters a
lot except for a few brands generally people don’t mind switching
brands dew to un availability. This apart from being lost sale
makes a customer try a different product hence open him to the
risk of switching to some other brand . apart from all the
marketing and distribution strategies there is a basic operation
coca –cola does on a daily basis &that is “RED”. RED in its full
form is called Right Executive Daily . in this strategy company
scores itself on the basis of 100 points which it gats through
various outlets . in this coca-cola measures itself on various
criteria having predefined weights . Some of criteria for example
are visicooler , activation, availability of goods etc. so in visicooler
if the cooler is as per the outlet standard it will fetch up four
points ,similarly brand order i.e, arranging the bottles in the
visicooler in the systematic way as suggested by the company,
then it would fetch 6 points. So as I like this, many other

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components are coming under above category & every
components has its own points.

In this topic we have to do a survey in which we have to collect

the data from the different outlets regarding the sale of the coke
by them According to the company they divided different outlets
in different categories based on their sales. According to their
sale they give different advertising element

Coca Cola Company has divided the outlet into 4 different

categories.

 Diamond

 Gold

 Silver

 Bronze

Diamond category: - those outlets which are selling more

than 800 crates per year.

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Gold categories: - those outlets which are selling crates
between 500 to 799 crates per year.

Silver categories: - those outlets which are selling crates

between 200 to 499 crates per year.

Bronze categories: -- those outlets which are selling less

than 200 crates per year.

Coca Cola Company uses different strategies to increase their

sales. The company gives different benefits which attracts the
customers as well as dealer.

Company not only focuses to attract the customers but also know
very well that to attract the dealers is very important to increase
the sales.

Hence company uses different schemes for the dealers like:

1. For diamond category they give different elements like 30 cs

freeze, DPS board, Bottle hanger, canapé etc.

2. For Gold category they give 3 tier rack, 9 cs freeze, DPS

board etc.

3. For silver and Bronze they give 3 cs freeze 3 tier rack table
top etc.

Coca Cola Company has divided their outlets into 3 categories:

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 Convenience

 Grocery

E&D

1. CONVENIENCE – It includes outlets which are small

stores or shops, generally accessible locally. These are
often located alongside busy roads. It includes
chemists/ STD Booths/ Pan-Beedi Shops etc.

2. GROCERY – those outlets which are primarily

engaged in retailing of food & various household items.
It includes Grocers (Those outlets which are mostly
dealing in privisions spices, mustard/vegetable oil,
vanaspati, grains etc. ) & general stores (it includes
those outlets which is selling items of day to day
requirements & stocking a variety of branded
products )

3. E&D – Those outlets which are selling items to eat

which are being cooked within the outlet, made at the
outlet with possibility of consuming those products
within the outlet. The outlet may have a place to sit. It
includes restaurant/bars/juice centers/soft drinks/ice
cream parlors/tea shops/cafes/bakery etc.

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WHY RED

Right Execution Daily is used by is the company for maximizing

its sales. As when people enter outlet, they capture each end
every criterion in some or the other way for example the moment
they enter the outlet the first thing they see or rather should see
is the visicooler (the cold storage unit ). The importance of that is
if the visicooler is not in a prime location. An added advantage of
this is with product like cold drink many people just by seeing it
on impulse might decide to buy one which otherwise would not
happen. In the same way other criterion are chosen so as
maximize the chance of sale. Yet another advantage of this is
many ads are placed on the visicooler unit and the customer
being in a relaxed mood generally percepts the ad positively
which works to advantage of coca- cola.

So to put in a nut shell the basic reason of RED is to maximize

sales and continue doing so daily.

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 BENEFITS OF RED
RED aims at increasing the visibility of a product at a point of
purchase and by increasing visibility, to attract customer for
purchase. So RED is beneficial in the following manner: -

1. Attractive display increases the visibility and attracts

consumers.

2. Consumers start recognizing trademark and their purchase

increase the total consumption.

3. High consumption leads to higher sales volume, which is the

ultimate target.

4. As like malls, where people go to purchase some selected

items but because of displayed some other products they
also intend to purchase them. So this thing happens with
coca-cola also as RED says to display many components of
coca-cola as an advertisement in the shops.

In this way RED helps in attract consumers and thus increasing

sales.

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 OBJECTIVES OF THE
STUDY

 To find how the attractive display of coca-cola

products increases the visibility and attracts
consumers.

 To find out the different categories of outlets

according to their sale i.e, divide them in diamond,
gold, silver, bronze.

 To find out the different channels of dealers i.e,

• Convenience
• Grocery
• E&D

 To find out the sales of different brands of coca-cola.

 To see how R.E.D leads to higher sales volume which

is the ultimate target of the company.

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 HISTORY OF COCA-COLA

John Pemberton

In May, 1886, Coca Cola was invented by Doctor

John Pemberton a pharmacist from Atlanta,
Georgia. John Pemberton concocted the Coca Cola
formula in a three legged brass kettle in his
backyard. The name was a suggestion given by John
Pemberton's book keeper Frank Robinson.

It was a prohibition law, enacted in Atlanta in 1886,

that persuaded physician and chemist Dr. John Stith
Pemberton to rename and rewrite the formula for his
popular nerve tonic, stimulant and headache

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remedy, "Pemberton's French Wine Coca," sold at
that time by most, if not all, of the city's druggists.

So when the new Coca-Cola debuted later that year -

still possessing "the valuable tonic and nerve
stimulant properties of the coca plant and cola nuts,"
yet sweetened with sugar instead of wine -
Pemberton advertised it not only as a "delicious,
exhilarating, refreshing and invigorating" soda-
fountain beverage but also as the ideal "temperance
drink." It is said coke was discovered when DeLuise,
a 19th century American soda jerk accidentally hit
the soda water spigot, adding carbonated water to
the syrup in the glass. The result was a "happy
accident": the invention of Coca-Cola.

Though Pemberton died just two years later - five

months, in fact, after his March 24, 1888, filing for
incorporation of the first Coca-Cola Co. - the
trademark he and his partners created more than
one hundred years ago can claim wider recognition
today than that of any other brand in the world And
the Coca-Cola beverage, whose unit sales totaled a
mere 3,200 servings in 1886 ("nine drinks per day"
based on the twenty-five gallons of syrup sold to

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drugstores by Pemberton Chemical Co.), is today
called the world's most popular soft drink -
accounting for billions of servings at restaurants in
195 countries.

Such is the commercial legacy of a onetime

Confederate lieutenant colonel who earned his
medical degree at the age of nineteen, who served
on the first Georgia pharmacy licensing board, who
set up a top-rated laboratory for chemical analysis
and manufacturing, and who, in his dozen-and-a-half
years in Atlanta, established eighteen business
ventures - including one, the Coca-Cola Co., which
now can boast 1995 sales in excess of $15 billion.

Notwithstanding Pemberton's numerous professional

and entrepreneurial accomplishments, however,
Coca-Cola historians characterize him as "a local
pharmacist" who concocted the world's most craved
soft-drink syrup in a three-legged brass pot in his
backyard.

"Coca-Cola was not the creation of an inept, small-

time corner druggist," said archivist Monroe Martin
King, who has spent twenty-one years researching

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the life of John Pemberton - from his childhood in
Rome, Ga., to his college days in Macon to his
enterprising years in Atlanta. "He's occasionally
portrayed as a wandering medicine man," King
added. "But Dr. Pemberton worked in a fully outfitted
laboratory and claimed to manufacture every
chemical and pharmaceutical preparation used in the
arts and sciences."

Although Pemberton may have envisioned a future

for his soft-drink creation--enticing six Atlanta
businessmen to invest in the start-up Coca-Cola
enterprise--for reasons that remain a mystery he
soon began selling his interest in the formula.

"Dr. Pemberton . . . must have believed that it had

little value and no potential assurance of substantial
success," said Charles Candler in a 1953 biographical
sketch about his father, titled "Asa Griggs Candler,
Coca-Cola and Emory College."

Being a bookkeeper, Frank Robinson also had

excellent penmanship. It was he who first
scripted "Coca Cola" into the flowing letters which
has become the famous logo of today. The soft

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drink was first sold to the public at the soda fountain
in Jacob's Pharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each

day. Sales for that first year added up to a total of
about $50. The funny thing was that it cost John
Pemberton over $70 in expenses, so the first year of
sales were a loss. Until 1905, the soft drink,
marketed as a tonic, contained extracts of cocaine as
well as the caffeine-rich kola nut.

By the late 1890s, Coca-Cola was one of America's

most popular fountain drinks. With another Atlanta
pharmacist, Asa Griggs Candler, at the helm, the
Coca-Cola Company increased syrup sales by over
4000% between 1890 and 1900.

Advertising, was an important factor in Pemberton

and Candler's success and by the turn of the
century, the drink was sold across the United States
and Canada. Around the same time, the company
began selling syrup to independent bottling
companies licensed to sell the drink. Even today, the
US soft drink industry is organized on this principle.

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Asa Candler, who, according to King, had worked for
Pemberton as early as 1872, wound up, after a
series of transactions, controlling the company within
a short time of Pemberton's death. By 1891 he
owned all of the Coca-Cola business. Charles
Candler relates that one of his father's first missions
was to change the original Pemberton formula in
order "to improve the taste of the product, to ensure
its uniformity and its stability."

According to Asa Candler's son, Candler hired

Pemberton's former partner, Frank Robinson. The
two of them, "by adding essential ingredients and
taking others out . . . perfected the formula," Charles
Candler said. In fact, it was Robinson who created
the Coca-Cola name and script logo, convincing the
company to tie the classic slogan "delicious and
refreshing" into all future advertising.

After the turn of the century, when federal and state

authorities began writing regulations to ban the sale
of coca products because of their supposed
contamination with the drug cocaine, Coca-Cola
lawyers argued strenuously that their syrup
contained only a minuscule flavor extract of the coca
leaf.
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By 1928 bottled sales had eclipsed fountain sales,
thanks to the pioneering introduction of a carton now
popularly called the six-pack. The following year the
company introduced metal open-top coolers. Then in
1933 at the Chicago World Fair automatic fountain
dispensers made their debut. Having expanded the
brand into fourty-four countries by the outbreak of
World War II, Woodruff, within fifteen years of the
war's end, had managed to double that number.
"Now the saying is you have to be global," said
Goizueta, Coca-Cola's current chairman and chief
executive. "We were global when global wasn't cool."

Two decades later, when Coca-Cola's board elected

Goizueta to the post of chairman and chief executive,
the company was embarked on a financial mission--
to become one of the best-performing corporations
in America. Average annual fountain-sales growth
under Goizueta has continued to surge. And despite
consumer uproar over the company's attempted
Coca-Cola reformulation in 1985, the introduction of
Diet Coke in 1982 was hailed as the most successful
product launch of the past decade.

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Yet none of the company's strides in marketing,
international expansion, product innovation or profit
growth could have happened had it not been for
Coca-Cola's inventor, John Pemberton. Atlanta
druggists--Asa Candler among them--closed their
stores on the day of Pemberton's funeral "and
attended the services in mass as a tribute of
respect," according to newspaper records from that
era. "On that day," declared archivist Monroe King,
"not one drop of Coca-Cola was dispensed in the
entire city."

Asa Griggs Candler

Until the 1960s, both small town and big city

dwellers enjoyed carbonated beverages at the local
soda fountain or ice cream saloon. Often housed in

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the drug store, the soda fountain counter served as a
meeting place for people of all ages. Often combined
with lunch counters, the soda fountain declined in
popularity as commercial ice cream, bottled soft
drinks, and fast food restaurants came to the fore.

On April 23, 1985, the trade secret "New Coke"

formula was released. Today, products of the Coca
Cola Company are consumed at the rate of more
than one billion drinks per day.

A trade secret is any information that allows you to

make money because it is not generally known. A
trade secret could be a formula, computer program,
process, method, device, technique, pricing
information, customer lists or other non-public
information. If the economic value of a piece of
information relies on it being kept private, it could be
a trade secret.

One of the most famous examples of a trade secret

is the formula for Coca-Cola. The formula, also
referred to by the code name "Merchandise 7X," is
known to only a few people within the company and

39
kept in the vault of a bank in Atlanta, Georgia. The
individuals who know the secret formula have signed
non-disclosure agreements, and it is rumored that
they are not allowed to travel together. In the past,
you could not buy Coca-Cola in India because Indian
law required that trade-secret information be
disclosed. In 1991, India changed its laws regarding
trademarks, and Coca-Cola can now be sold in that
country.

Trade secrets are very different from patents,

copyrights and trademarks. While patents and
copyrights require to disclose information in the
application process (information that eventually
becomes public), trade secrets require to actively
keep the information secret. Trade-secret protection
can potentially last longer than that of patents (20
years) and copyrights (100 years). Some of the ways
to protect a trade secret are as follows:

• Restrict access to the information (lock it

away in a secure place, such as a bank vault).

• Limit the number of people who know the

information.

40
• The people who know the trade secret
agree in writing not to disclose the information
(sign non-disclosure agreements).

• Anyone that comes in contact with the trade

secret, directly or indirectly, sign non-disclosure
agreements.

• Mark any written material pertaining to the

trade secret as proprietary.

41
 Further Development of
the Drink

The Coca-Cola company started out as an

insignificant one man business and over the last one
hundred and ten years it has grown into one of the
largest companies in the world. The first operator of
the company was Dr. John Pemberton and the
current operator is Roberto Goizueta. Without
societies help, Coca-Cola could not have become
over a 50 billion dollar business. Coca-Cola was
invented by Dr. John Pemberton, an Atlanta
pharmacist. He concocted the formula in a three
legged brass kettle in his backyard on May 8, 1886.
He mixed a combination of lime, cinnamon, coca
leaves, and the seeds of a Brazilian shrub to make
the fabulous beverage (Things go better with Coke
14). Coca-Cola debuted in Atlanta's largest
pharmacy, Jacob's Pharmacy, as a five cent non-
carbonated beverage.

42
Later on, the carbonated water was added to the
syrup to make the beverage that we know today as
Coca-Cola. Coca-Cola was originally used as a nerve
and brain tonic and a medical elixir. Coca-Cola was
named by Frank Robinson, one of Pemberton's close
friends, he also penned the famous Coca-Cola logo in
unique script. Dr. John Pemberton sold a portion of
the Coca-Cola company to Asa Candler, after
Pemberton's death the remainder was sold to
Candler. Pemberton was forced to sell because he
was in a state of poor health and was in debt. He
had paid $76.96 for advertising, but he only made
$50.00 in profits. Candler acquired the whole
company for $2,300 (Coca-Cola multiple pages).
Candler achieved a lot during his time as owner of
the company. On January 31, 1893, the famous
Coca-Cola formula was patented. He also opened the
first syrup manufacturing plant in 1884. His great
achievement was large scale bottling of Coca-Cola in
1899. In 1915, The Root Glass Company made the
contour bottle for the Coca-Cola company.

Candler aggressively advertised Coca-Cola in

newspapers and on billboards. In the newspapers, he
would give away coupons for a free Coke at any

43
fountain. Coca-Cola was sold after the Prohibition Era
to Ernest Woodruff for 25 million dollars. He gave
Coca-Cola to his son, Robert Woodruff, who would be
president for six decades (Facts, Figures, and
Features Multiple pages). Robert Woodruff was an
influential man in Atlanta because of his
contributions to area colleges, universities,
businesses and organizations. When he made a
contribution, he would never leave his name, this is
how he became to be known as "Mr. Anonymous."

Woodruff introduced the six bottle carton in 1923. He

also made Coca-Cola available through vending
machine in 1929, that same year, the Coca- Cola bell
glass was made available. He started advertising on
the radio in the 1930s and on the television in 1950.
Currently Coca-Cola is advertised on over five
hundred TV channels around the world. In 1931, he
introduced the Coke Santa as a Christmas promotion
and it caught on. Candler also introduced the twelve
ounce Coke can in 1960. The Coca-Cola contour
bottle was patented in 1977. The two liter bottle was
introduced in 1978, the same year the company also
introduced plastic bottles .

44
In 1985, the Coca-Cola Company made what has
been known as one of the biggest marketing
blunder. The Coca-Cola company stumbled onto the
new formula in efforts to produce diet Coke. They
put forth 4 million dollars of research to come up
with the new formula.

This was the first flavor change since the existence

of the Coca- Cola company. The change was
announced April 23, 1985 at the Vivian Beaumont
Theater at the Lincoln Center. Some two hundred TV
and newspaper reporters attended this very glitzy
announcement. It included a question and answer
session, a history of Coca-Cola, and many other
elements (Oliver 131).

Coca-Cola management had to decide: Do nothing or

"buy the world a new Coke". They decided to
develop the new formula. Roberto Goizueta, the
president of the Coca-Cola Company stated, "The old
Coke formula, with its secret flavoring ingredient,
called Merchandise 7X, will stay locked in the Trust
Company of Georgia bank vault in Atlanta, never to
be used again" (Demott et. al 55). This is what many

45
Coke officials said, "This is the most significant soft
drink development in the company's history"
(Demott et. al 54). The change back to the old Coke
was known as the Second Coming. Roberto Goizueta
said, "Today, we have two messages to deliver to
the American consumer, first, to those of you who
are drinking Coca-Cola with its great new taste, our
thanks...But there is a second group of consumers to
whom we want to speak to today and our message
to this group is simple: We have heard you" (Oliver
178). On July 10, 1985, eighty-seven days after the
new Coke was introduced, the old Coke was brought
back in addition to the new one. This was greatly
due to dropping market share and consumer protest.
The market share fell from a high of 15 percent to a
low of 1.4 percent (Miller 38). Roberto Goizueta and
Donald Keough took full blame for this failed product
launch. Don Keough, Coca-Cola president, said in
response to the comeback, "The truth is we are not
dumb and we are not that smart" (New bottle 18).
Roberto Goizueta's response when the change about,
"We have heard you" (Moore 8). This was said to be
a classic marketing retreat.

46
During the time when the research for the new
formula was taking place, it was known as "The
Bunker" (Oliver 53). The known ingredients in
present day Coca-Cola are water. caffeine,
phosphoric acid, vanilla, various oils and essences
and extracts of the coca leaf and the kola nut. The
one in four hundred part of cocaine was removed
from Coca-Cola in 1903(Demott 54). Five years after
the infamous Coke fiasco, the Coca-Cola company
tried to bring back the reformulated Coke.

The effort to phase in Coke II into the soda market

was quite unsuccessful (Miller 38). During the
Woodruff era, Mr. Woodruff made a promise to the
armed forces of the United States to supply Coca-
Cola to every serviceperson. He said that costs and
location did not matter, he supplied 5 billion bottles
to the service. In the mid-1970's, more than half
Coca-Cola sold was outside of the U.S. Coca-Cola
products outsell closest competitor by more than two
to one. One in every two colas and one in every
three soft drinks is a Coca-Cola product (Facts,
Figures, and Features 16). The best known
trademark in the world is sold in about one hundred
and forty countries to 5.8 billion people in eighty

47
different languages. This is why Coca-Cola is the
largest soft drink company in the world. Coca-Cola is
worth more than 58 billion dollars on the stock
market (Coca-Cola, The Coca-Cola Company 232).
For more than 65 years, Coca-Cola has been a
sponsor of the Olympics.

48
 USE OF RESERCH
METHODOLOGY

Without Using research methodology to find new fact and

knowledge is not possible.

First of all questions are arises what is research

“Research as a scientific and systematic search for

pertinent information on a specific topic. In fact
research is an art of scientific investigation.”

49
 OBJECTIVE OF RESEARCH

The main aim of research is to find out truth which is

hidden and which has not been discounted as yet. The
purpose of research is to discover answer to questions
through the application of scientific procedures of
collecting data.

50
 METHOD ADOPTING IN THE
RESEARCH

Survey method

The term survey is used for the technique of investigation by

direct observation of phenomena or systematic gathering of data
from population by applying personal contact and interviews
when adequate information about a certain problem is not
available in records files and other sources. It is currently being
used in those investigations also where published data is used.

A survey is conducted for collecting general information of any

population institution or phenomena without any hypothesis while
specific surveys are conducted for specific problem or testing the
validity of some theory or hypothesis.

Survey deals with the investigation of entire population. Under

this the information is collected from each and every unit of the
universe. Money material time and labor required for carrying out

51
a census survey are bounded to be extremely large but its results
are more accurate and reliable.

The researcher has to come in close and direct contact of the

people whom he wants to study. A survey brings the researcher
in a position to come face with the realities of life and see things
personally. Thus the inferences drawn under this are not based
upon any theory or principle but upon the actual facts of life.

In this method we have to use personal interview method . in this

method we use questionarie with this questionnaire we used to
go in the market and see the dealers one by one . first of all we
give

our introduction and demand them to give 2 -3 minutes to fulfill

the questionnaire .this method is most appropriate method for
collecting the data .

After collecting the data we hav to tabulate the collected data ,a

schame of analysis should be drawn up and the data may be
analysed by suitable statistical methods to determine their
reliability . the main purpose of the analysis is to summaries the
complete observation in such a way that they yield specific
answers to the research questions.

52
 MARKETING STRATEGY
One of the most important concepts of the marketing planning
process is the need to develop a cohesive marketing strategy that
guides tactical programs for the marketing decision areas. In
marketing there are two levels to strategy formulation: General
Marketing Strategies and Decision Area Strategies

MARKETING STRATEGY OF
COCA COLA
Product availability

100% rich

Good relation with dealer/ whole seller

Offer for the dealer

Advertisement element for dealer and whole seller

Full fill the your commitment

Timely service

53
Product availability—

It means all the flavor of the coca cola should be available at one
time. By which customer can able to give any flavor to the
consumer and can give the satisfaction.

100% rich

It means company top magt. Always worry about the quality of

all brands. If any organization wants to service in the market and
want to better image then quality play a very integral role so for
sales promotion should by 100 % good.

Good relation with dealer/ whole seller

Company’s executive sales man should make good relation from

dealer, whole seller and relater. There is only 20% brand loyal
person. Remaining 80% impulse selling is going on it means in
India in cold drink line which ever brand consumer see first of all
the brand will demanded by user. The selling is high that
particular brand. So I want to say that if the executive will good
from dealer, whole seller retailer .then he will arrange coke brand
on front of shop by which coke selling will improve.

54
Offer for the dealer

Company gives different offers to the dealer like freeze, 3 tier

racks

Advertisement element for dealer and whole

seller

To increase their sales coca cola gives different advertisement

element like DPS board bottle hanger etc.

Full fill the your commitment

If executive promise to the customer of any type. Then he full fill

his promise such as executive says that to the retailer if you will
sell 1000 crate in this month then I will give you a coke fridge .if
retailer has sold our 1000 crate during the month. Then executive
should full fill his commitment.

55
Timely service

Coca Cola Company gives service to the dealer. It has good

transportation system in order to provide the dealer service
timely.

56
 OBSERVATION

The coca cola company using different marketing

strategy to increase their sales. The most important
strategy chosen by the coca cola company is to attract
the dealer and consumer by giving certain elements to
increase the visibility of the product and make the
consumer aware of the product .In technical term coca
RED(RIGHT
cola company called it as
EXECUTION DAILY) .For this I collected the data
from various outlets located in Ghaziabad
Data collected by me from the following areas:

 Dadri Road

 Rakesh Marg

 Gandhi Nagar

 Govind Puram

57
Route: Dadri Road
S.No. Name Of Channel Category Area Elements
Outlet
1. Goyal Pan Convenienc Gold Bridge 9cs
e Area cooler
2. Annapurna E & D Gold Bridge 9cs
Hotel Area cooler
3. Vishal Pan Convenienc Gold Opp. DPS
e Araya Board,
Factory 9cs
cooler
4. Bridge E&D Diamond Lal kuan Rack,
Restaurent 9cs
cooler,
Cannope
5. Anju Grocery Gold Lal kuan 9cs
Kirana cooler
rack
6. Shivam Convenienc Gold Bamhata 9cs
e/d e cooler,
3tier
rack
7. Arun Convenienc Gold Mahroli 7cs
Sweets e cooler

58
8. Radhey- Grocery Gold Lal Kuan 9cs
Radhey cooler,
G.T.Road
3tier
rack

9. Swati E&D Gold Dadri 9cs

Hotel cooler,
3tier
rack
10. Samtal- E&D Diamond Dadri 30cs
one cooler
11. Samtal- E&D Gold Bisrakh Two 7cs
two Road cooler
12. Aggarwaal Convenienc Gold Bisrakh 7cs
Sweets e Road cooler
13. Tyagi STD Convenienc Gold Dadri 3tier
e rack, 4cs
cooler

Route : Rakesh Marg

59
S.N Name of Channel Category Area elements
O. outlet
1. Bon bon Convenience Gold Rakesh 9cs
confection marg cooler,3
ery tier rack
2. Sagar Grocery Diamond Rakesh 9cscooler,
provisional marg 3tier rack,
store DPS board
3. Ankur Grocery Gold Rakesh 9cs,3 tier
daily need marg rack
4. Paras Grocery Gold Rakesh 9 cs coler,
deptt. marg 3 tier rack
Store
5. Satker Grocery Diamond Rakesh 30 cs
corner marg cooler,3
tier rack
6. Sai kirana Grocery Gold Rakesh 9 cs
marg cooler,
DPS
board,3
tier rack
7. Muskan Convenience Diamosn Rakesh 20 cs
confection d marg cooler,
ery DPS board
8. Navjoyti Grocery Gold Rakesh 9 cs
kirana marg cooler, 3
tier rack
9. Madan E&D Gold Rakesh 9 cs cooler
sweets marg

60
10. Rajasthan Grocery Gold Rakesh 9 cs cooler
kirana marg , 3 tier
rack, DPS
board
11. Munna Convenience Diamond Rakesh 9 cs
pan corner marg cooler, 3
tier rack ,
flenge,
table top
12. Maa Convenience Gold Rakesh 9 cs coole
bhagwati marg r, flenge
13. Meenakshi Convenience Gold Rakesh 9 cs cooler
S.T.D marg 3 tier rack
14. Tanu Grocery Gold Rakesh 9 cs cooler
provisional marg 3 tier rack
store
15. Rahul Grocery Gold Rakesh 9 cs cooler
kirana marg
16. Ghari ram Grocery Gold Bhatia 9 cs cooler
provisional morh , 3 tier
store rack
17. Mahesh Grocery Gold Bhatia 9 cs cooler
cold drinks morh , 3 tier
rack

18. Pradeep Grocery Gold Bhatia 9 cs

kirana morh cooler, 3
tier rack

19. Aggarwal convenience Gold Bhatia 9 cs

confection morh cooler, 3
ery tier rack

61
20. Shiva convenience Diamond Model 20 cs
confection town cooler,
ery DPS board
21. Dolphin convenience Gold Model 5 cs cooler
confection town
ery
22. Kamal convenience Gold G.T road 10 cs
electrostat nav rang cooler,
ic cinema 3 tier rack
23. Raman Grocery Gold G.T road 10 cs
store nav rang cooler,
cinema 3 tier rack,
DPS board
24. Urmil Grocery Gold E model 9 cs cooler
store Town

25. Jagdamba E&D Gold Panchwat 7 cs

sweets i cooler, 3
tier rack

Route: Gandhi Nagar

62
S.No. Name of Channel Category Area Elements
outlet
1. ZMD E&D Diamond Gandhi 30 cs
nagar cooler,
Table
Top,
Cannope,
umbrella,
Tables
2. Jaina parlour E&D Gold Gandhi 9 cs
nagar cooler,
Flenge,
Tables
3. Shriji Convenienc Gold Gandhi 9 cs
confectionary e nagar cooler
4. Lucky tea Convenienc Gold Gandhi 9 cs
e nagar cooler, 3
tier rack,
flenge
5. Shrijee apna Grocery Gold Gandhi 10 cs
bazaar nagar cooler, 3
tier rack

6. Rama Convenienc Gold Gandhi 9 cs

confectionery e nagar cooler,
road
stand,
table top
7. Prince juice Convenienc Gold Gandhi 9 cs
e nagar cooler, 3
tier rack

63
 8. Ambey Convenienc diamond Gandhi 20 cs
confectionery e nagar cooler, 3
tier rack
9. Raj sweets E&D Gold Tehsil 9 cs
cooler, 3
tier rack
10. Yadav E&D Gold Tehsil 9 cs
sweets cooler,
DPS
board
11. Vashisth E&D Gold Old 9 cs
sweets arya cooler, 3
nagar tier rack
12. Vashisth E&D Gold Old 9 cs
Bikaneri arya cooler,
sweets nagar DPS
board

Route: Govindpuram

64
S.N Name Of Channel Category Area Elements
o. Outlet
1. Radhika Grocery Gold Harsha 9cs cooler,
store w 3tier rack
2. Rainbow Grocery Gold 9cs cooler,
store 3tier rack
3. Jindal store Grocery Gold Govind 10cs cooler,
puram 3tier rack,
flenge
4. Honey store Grocery Gold Govind 20cs cooler,
puram 3tier rack
5. Pooja store Grocery Gold Govind 9cs cooler,
puram 3tier rack
6. Jai durga Grocery Gold Govind 9cs cooler,
puram 3tier rack
7. Gupta store Convenience Gold Govind 9cs cooler,
puram tabletop,
road stand

8. Aggarawal Convenience Diamond Govind 30cs cooler,

store puram table top
9. Anchyt Convenience Gold Govind 9cs cooler,
dairy puram table top
1 Pastrypoint E&D Gold Govind 9cs cooler,
0. puram combo,
flenge
1 Maheshwari Grocery Gold Govind 10cs cooler,
1. kirana puram 3tier rack

1 Himanshu Grocery Gold Govind 9cs cooler,

2. kirana puram 3tier rack

65
1 Kaushik Convenience Gold Govind 9cs cooler,
3. store puram 3tier rack

1 Shirdi store Convenience Gold Govind 9cs cooler,

4. puram 7tier rack

1 Shivam Grocery Gold Govind 9cs cooler,

5. kirana puram 3tier rack

1 Maa Durga Grocery Gold Govind 9cs cooler,

6. puram 3tier rack

1 Bhavani Grocery Gold Inderga 9cs cooler,

7. store ri 3tier rack

1 Ideal E&D Gold Govindp 9cs cooler

8. institute uram

1 Sachin Grocery Gold indergar 9cs cooler

9. book deptt. i
Store
2 Vidhyuthi Grocery Gold indergar 9cs cooler
0. pusthak i

2 Sunder Grocery Gold indergar 9cs cooler

1. singher i
model shop
2 Rahul prov. Grocery Gold indergar 9cs cooler
2. Store i

2 Prince prov. Grocery Gold indergar 9cs cooler

66
 Store i
2 Ankit E&D Gold indergar 9cs cooler
4. sweets i

2 Tikkam Convenience Gold indergar 7 cs cooler

5. singh tikka i

2 Ajay kumar E&D Diamond Dasna 34 cs cooler

6. Engg. highway
College
2 Gulshan Convenience Gold Dasna 9 cs cooler
7. canteen highway

2 Harsarm Convenience Gold Dasna 4 cs cooer

8. dam highway

2 Ajay garg Convenience Gold Dasna 9 cs cooler

9. girls hostel highway

3 Prince store Grocery Gold Govindp 9cs cooler

0. uram

3 New street Convenience Diamond Nehru 30cs cooler

1. nagar

3 Bibbles Convenience Nehru 20cs cooler

2. Store nagar

3 K.K. Super Grocery Gold Nehru 9cs cooler

3. Store nagar

3 Ambey Convenience Gold Nehru 9cs cooler

67
 confectiona nagar
ry
3 Standard Convenience Gold Nehru 9cs cooler
5. confectiona nagar
ry
3 Snakes E&D Gold Nehru 9cs cooler
6. corner nagar

3 Pal kirana Grocery Gold Nehru 10cs cooler

7. store nagar

3 Rawat STD Convenience Gold Dyanan 9cs cooler

8. d nagar

3 Treat & Convenience Gold Dyanan 9cs cooler

9. Talk d nagar

4 Lovely Convenience Gold Dyanan 9cs cooler

0. canteen d nagar

4 Arvind STD Convenience Gold Dyanan 9cs cooler

1. d nagar

4 Makkar Grocery Diamond Ashdh 10cs cooler,

2. store nagar 20cs cooler

4 Lalafi Grocery Gold Maliwar 7cs cooler

3. kirana store a

4 Narander Grocery Gold Maliwar 7cs cooler

4. mohan a
canteen

68
4 Punam E&D Gold Maliwar 9cs cooler
5. sweets a

4 Quality Grocery Gold Maliwar 20cs cooler

6. store a

4 Saini store Grocery Gold Maliwar 9cs cooler

7. a

4 Janta milk E&D Gold Maliwar 9cs coole

8. & sweets a

4 Sakant Grocery Gold Maliwar 20cs coole

9. confectiona a
ry
5 Shivam Convenience Gold Maliwar 10cs cooler
0. provision a
store
5 Lala E&D Gold Ambedk 9cs cooler
1. banwarilal ar road

5 Baba E&D Gold Ambedk 9cs cooler

2. banwarilal ar road

5 Prince juice Convenience Gold New 9cs cooler

3. Gandhi
nagar
5 Yashodha E&D Gold Nehru 9cs cooler
4. canteen nagar

5 Ambika Convenience Diamond New 20cs cooler

5. confectiona Gandhi
ry nagar
69
5 Harkash Grocery Gold Maliwar 10cs cooler
6. kirana a

5 Gupta store Grocery Gold Nehru 9cs cooler

7. nagar

5 IMS E&D Gold Dasna 9cs cooler

8. Canteen Highwa
y
5 Bhawati Grocery Gold Maliwar Nothing
9. dirana store a

6 Sakunt E&D Diamond Ambedk 20cs cooler

0. sweets ar road

6 Hi-tech. E&D Gold Dasna Nothing

1. institute highway

70
 FINDINGS
From the above data collected by me from different
outlets of coca cola located

in different locations of Ghaziabad . I found

different results that are shown in the graphs
below

90
80
70
60
50
40 category
30
20
10
0
Diamond silver gold bronze

Diamond – 18%

71
Gold – 82%

Silver Bronze – 0%

From the above graph we can see that data

provided to me in which the percentage of the gold
category outlets have higher then that of diamond
and both the silver and bronze have null
percentage

72
 40
40
34
35
30 26
25
Grocery
20
conveinence
15
E& D
10
5
0
Grocery conveinence E& D

On the basis of given graph we can say that the

data collected by me in which the percentage of the
convenience channel is more then that of grocery
and the E&D having less value.

73
 6.6 2.2
11 26.66 coca cola
thumps up
limca
13.33 sprite
fanta
maaza
22.22 kinley
17.77

From the graph we observed that the sales of the

coca cola brand is stand no.1 position followed by
the thumps up ,limca , sprite , fanta, maaza , and
the sale of the kinley drinking water is less.

74
 SWOT ANALYSIS

STRENGTHS

 Due to the policy of R.E.D Company is getting benefited in

their sales by proper display of products of coca-cola.

 Company product having a good brand name and

trademark. So that there is no such problem for convenes
the user.

 Coca-cola is capturing near about 69% market in cold drinks

line remaining 31% captured by its main competitor Pepsi.
The reason behind that good supply and its all flavor like
Thumsup, Limca, Fanta, Maaza and Sprite.

 Coca-cola have good brand image not only in India rather all
over the world. That’s why there is no much need of
advertisement.

 Company marketing policy is consumer oriented by doing

mentioned M.R.D and manufactured date.

 Company having expert management so that company can

provide better goods & service for the ultimate user.

75
WEAKNESSESS

 The main weakness of the company is that company is not

in position of provide all flavor’s to the customer daily or at a
one time.

 Coke is not providing any new flavor to the customers. Other

competitors of coke are also giving the same flavor which
coke is also providing to the customers.

 Customer is not happy from company marketing policy. He

wants company will start special discount program or
increase maximum retail price.

 Most of the retailer’s problem is that no company’s person is

not coming at the shop’s for listening the problem.

 Dealer’s are not satisfy with the company because they are
not getting the schemes of company in proper time i.e, lack
of communication between dealer’s and company.

 Company management is not doing up to the marks for their

dealers.

76
OPPORTUNITIES

 Coca-cola has the opportunity in the rural market. In rural

market they can sell the cold drink in cheaper rates so that
rural people can purchase it.

 They have the opportunity in providing new flavor to the

customers.

 Company can increase its product selling by increasing plant

capacity and manufacturing capacity.

 Being a seasonal selling product provide the entire flavor to

the customer in hot session. It is an opportunity for the
company.

 By providing better goods and services company can

increase his market share.

 At present the competitors are very less so that company

can compromise its main competitor Pepsi and can take
maximum profit.

77
THREATS

 Coke is not providing any new flavor to the customers.

Other competitors of coke are also giving the same flavor
which coke is also providing to the customers.

 Company is not giving proper attention to the dealers

and hence they are getting frustrated from the company
and hence the sale of the company may get disturb.

 Company should do something for customer interest.

Providing beneficial scheme and good relation with the
customer otherwise other competitor’s will develop and
they will capture the market.

 Cold drink is only a summer season product hence

company must launch some drink that favors in winter
like coffee etc.

 Some domestic competitor’s can develop in the market.

Company should prepare long term future plan for
permanently existing in host country.

78
 SUGGESTIONS

o The advertising elements (visi-cooler, DPS Board

etc.) should be given to dealers according to their
categories divided by coca-cola.

o Company should provide timely service to the visi-

cooler.

o Brands of coca-cola should be properly displayed at

the outlets so that it should be eye catching.

o Brands of coca-cola should be in a proper sequence

as according to the company’s sale strategy.

o Defective goods should be returnable and

changeable.

o Sale of Kinley is very less so they should adapt a

new strategy to enhance the sale of Kinley.

o For more selling company person should fulfill his

commitment.

79
 CONCLUSION

I concluded that the strategy adopted by coca-cola to

increase their sale under a strategy that is RED (Right
Execution Daily) is very much succeeded in its results
because it increases the visibility of the products at the
outlets and due to this consumer becomes familiar with
the companies products and start purchasing their
products and their sales increases the total consumption
and high consumption leads to higher sales of their cold
drinks due to which they get profit and which is the
ultimate target of coca-cola company.

80
 QUESTIONNARIE
1. Name of outlet.

2. Contact Person.

3. Address

4. Telephone Number

5. Type of organization:

a) Convenience
b) Grocery
c) E&D

6. Give the numbering to the coca-cola brands according to

their sale:

a. coca-cola b. Thumsup c. Limca

d. sprite e. Fanta f. Maaza

g. Kinley

7. How many crates of cold drink do you sell in a day

a. 0-1 b.2-3 c.3-4 d. 5& above

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8. Which elements given to you by coca-cola company:

9. Salesman Behavior

a. Outstanding b. Good c. Satisfactory

d. Unsatisfactory

10. Recommendation for company to more sales:

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 BIBLIOGRAPHY

 Philip Kotler

 www.coca-cola.com
 Research Methodology- C R Kothari

• BOOKS:

• Research Methodology-C.R.Kothari

• Marketing Management- Radha Swami/ Nam kumari

• Principles of Marketing-P. Kotler & Armstrong

NEWS PAPERS:

• The Times Of India

• The Economics Times

• Hindustan Times

• Business Today (July edition)

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