A

RESEARCH REPORT
ON
“The effects of sales promotion on sales of
Coca Cola Company”
Submitted in partial fulfillment for the award for degree of

MASTER OF BUSINESS ADMINISTRATION

2020-2021
From
Dr. APJ ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

SUBMITTED BY SUBMITTED TO
Anurag Pandey Ms. Vishakha jaiswal
M.B.A. ( 4th SEM) (Assit.Profe.-KIPM-College of Management)
ROLL NO. – 1851770012

KIPM- COLLEGE OF MANAGEMENT,

Sector-9,GIDA GORAKHPUR (UP)
 DECLARATION

I, Anurag Pandey student of MBA 4th semester declare that the

project entitled “The effects of sales promotion on sales of Coca
Cola Compay” is my on work conducted under the supervision of,
Ms.Vishakha Jaiswal.

I further declare that to the best of my knowledge the project does not
contain any part of any work which has been submitted for any other
project either in this institute or in any other.

Place :

Date:………………………….. Signature of the Candidate

 ACKNOWLEDGEMENT

I would like to express my appreciation and gratitude to various persons who have

shared their valuable time and made this project possible through their direct and

indirect cooperation.

I would like to acknowledge with great pleasure, my deep sense of gratitude to my

supervisor, Ms. Vishakha Jaiswal and Dr. Deepak Srivastava (Director) at

KIPM- College of Management, GIDA, Gorakhpur, for his supervision and valuable

guidance.

I am highly thankful to my parents for motivation and support throughout the period of my

study in the institute.

Date: Anurag Pandey

MBA (IVth Sem.)

KIPM COLLEGE OF MANAGEMET

GIDA
 Table of Content

Sr.No Content Page No.

1. Executive Summary 1
2. Introduction 6
3. Review Of Literature 22
4. Objective Of The Study 27
5. Scope Of The Study 28
6. Company Profile 29
7. Research Methodology 70
8. Findings 71

9. Conclusion 72

10. Suggestion And Recommendation 73

11. Limitation 74

12. Bibliography 75
 Executive Summary

The Coca-Cola Company (TCCC) has a 120-year history of being a good corporate citizen around the

world. The global scale of the Coca-Cola System, executed in a highly localized manner, makes it

important for us to stimulate economic growth, strengthen communities, and protect and preserve the

environment everywhere we do business in order to achieve our own sustainable growth.

In 2005, the newly appointed CEO of TCCC, Neville Isdell, announced our new corporate strategy,

the Manifesto for Growth, which was developed by a worldwide leadership team representing all

geographies and functions within the Company. This strategy integrates the core values of sustainable

development into our overall growth strategy. The Manifesto for Growth envisions TCCC achieving

sustainable growth through five areas -- Profit, People, Portfolio, Partners, and Planet. In addition to

maintaining the profitability and quality of our diverse brands, the Manifesto challenges us to be the

best global citizen, collaborating with our

stakeholders and empowering our people. The Manifesto underscores the interdependence of our own

success as a corporation with our success in becoming a change agent and leader for

sustainability. TCCC has organized its sustainability plans around:

• Developing mechanisms for governance, stakeholder engagement, and

communications that emphasize collaboration and transparency;

• Focusing on key initiatives that target sustainable development challenges closest to our

business; and

• Establishing explicit sustainability goals that push us toward becoming an international

leader in sustainable development

Coca-Cola’s approach to managing our operations in an ethical, holistic manner is built upon

Citizenship@Coca-Cola , a program we developed with our largest bottling partners in 2002.

Citizenship@Coca-Cola describes our core commitments, principles, standards, and policies that

1
guide not

only our own behavior but also those of our major bottling partners.

With so many challenges to achieving economic, social, and environmental sustainability, The Coca-

Cola Company chose to target its efforts on three key initiatives: water, sustainable packaging and

health and wellness. These three challenges were selected because TCCC has unique skills that can

successfully address these problems and they are also issues that are directly relevant to our business.

For water, packaging, and health and wellness we have formulated strategies to tackle these problems

from multiple perspectives, ranging from how we operate internally to how we target our philanthropic

efforts and work with others to leverage our internal expertise and our global presence to address these

issues. Efforts on the ground in all three areas are already underway; and TCCC is committed to

sustain our leadership to these focal areas to ensure lasting results.

The Coca-Cola Company recognizes that we must constantly stretch ourselves toward more ambitious,

more challenging goals to maintain industry leadership in sustainable development and pursue our

own corporate strategy. To that end, TCCC continuously sets explicit goals in our environmental

performance, particularly around water, energy and climate protection, and packaging. In 2005, our

plants used 1% less total water than we did in 2000, even while our production volume is 35% larger

than it was in 2000. Additionally, TCCC sets goals to improve our impact on the communities where

we operate and within the workplace, including

the workplaces of our suppliers, as described in our

Supplier Guiding Principles .

We measure our performance against these criteria and share highlights of our actions in our annual

Environmental and Citizenship reports. Since publishing our first Environmental Report in 2002, year-over-

year we have achieved higher efficiencies in our System’s water, energy, and solid waste management.

We also know that sustainable development for the Company and for the planet will require innovative

2
science, technology, and management practices. In 2004 TCCC established

The Beverage Institute for

Health and Wellness to support a key sustainability initiative, health and wellness. The Institute’s

objective

is to build scientific expertise on the wellness needs of consumers. Institute research informs TCCC’s

understanding of emerging wellness trends and ingredients, and helps us ensure we are involved with

innovative, cutting-edge research in nutrition. 1.3 billion times a day, someone drinks one of our

beverages, which include more than 2400 different products to meet different consumer needs,

including carbonated soft drinks, water, coffee, sports drinks, and fruit juices. Though our

consumers have varied health and wellness needs, TCCC is working to help our consumers make

informed decisions to manage personal health,

through the breadth of our current portfolio offerings and research into future possibilities.

The Coca-Cola Company seeks not only to run our business on the principles of sustainability but

also to work with other international leaders to tackle sustainability challenges. TCCC collaborates

with government agencies such as the World Health Organization, the United Nations (UN), United

States Agency for International Development, and local governments, major NGOs such as World

Wildlife Fund, Greenpeace, Conservation International and Business for Social Responsibility, and

other multinationals like Cargill, Dow, McDonald’s, Unilever, and Proctor & Gamble to seek

collaborative, integrated solutions. TCCC recently

joined the UN’s Global Compact to demonstrate our commitment to upholding the Compact’s ten

principles on human rights, environmental protection, and economic development consistent with the UN’s

Millennium Development Goals.

We know that our size and scope give us an opportunity to lead business toward more sustainable

practices; and we’ve worked to effect industry-level changes on global sustainability issues, such as

our commitment to hydrofluorocarbon-free1 refrigeration to meet our climate and greenhouse gas

3
goals. Refrigeration equipment is one of the largest drivers of greenhouse gas emissions for the food

and beverage sector; so TCCC has pro-actively addressed this impact by committing to purchasing

HFC-free insulation for all new refrigeration equipment. Beyond our own commitment we also co-

founded an industry alliance with McDonald’s and

Unilever - “Refrigerants, Naturally,” to lead the transformation of the food and beverage sector

toward more climate-neutral, environmentally sustainable technologies.

While TCCC is addressing several sustainable development challenges, we are most proud of our signature

contribution,

Global Water Stewardship (GWS)

Water is essential for life; and The Coca-Cola Company is committed to preserving and protecting water

resources community by community where we operate. GWS’s major strengths are its integrated approach

to tackling water issues, the analytical rigor we use to inform our actions, and the top-of-mind awareness

achieved throughout all levels of the Company and the bottling system regarding the importance of water

stewardship. The GWS strategy encompasses a global focus on international leadership to raise awareness

and a local focus on our own operations and the communities around them. Our four-fold strategy involves:

• Becoming best-in-class at water management – both in water use efficiency and

wastewater management

• Helping ensure access to clean drinking water in underserved communities where we operate

• Supporting the protection of watersheds in water-stressed communities where we operate

• Helping mobilize the international community to drive global awareness and action

around water challenges

Our best-in-class commitment and performance on sustainability and corporate responsibility have

4
been recognized by numerous 3rd party reviewers, such as the Dow Jones Sustainability Index for

North America, FTSE4GOOD, the Global 100, GES Investment Services in Northern Europe, and

Innovest. Additionally The Coca-Cola Company was honored as the best Food and Beverage

company in Financial Times’ 2004 Survey of the “World’s Most Respected Companies,” the

Award for Business Excellence in the Community by the Global Business Coalition on HIV/AIDS,

and the Roberts Environmental Center’s top score for Transparency in Sustainability Reporting. This

external recognition demonstrates TCCC’s benchmark performance as a corporate leader in

sustainable development. We are committed to being at the leading edge of environmental, social,

and economic sustainable development, both in how we work now and how we plan for our future.

We still have a long way to go, but The Coca-Cola Company is deeply committed to the journey.

Hydrofluorocarbons (HFCs) are a potent greenhouse gas.

5
 Introduction

The packaged fruit drink market in India is currently pegged at Rs 5,000 crore, and it is

witnessing tremendous growth. The per capita consumption of fruit juice-based beverages is

45 litre in Germany, 42.5 litre in Switzerland and 39 litre in the United States, but India's per

capita fruit juice-based beverage consumption is just 20ml. In the carbonated soft drink

segment, the country's per capita consumption is just under three litre (which is also negligible

compared to other countries). This shows the huge opportunity India has in terms of business

if proper strategies are devised to make fruit juices available and affordable. Manpasand

Beverages – whose flagship brand is Mango Sip (which is amongst the top four mango drink

brands in India) – has been in the business of beverages since 1998.

Established by first-generation entrepreneur Dhirendra Singh, the company has carved a niche

for itself in the market with a basket of 25 product variants.

MARKET IN NEXT FIVE YEARS

The market would be witnessing tremendous growth in the near future, as there are huge

opportunities in the packaged beverage market.These are being fuelled by a rise in the

disposable income, changing lifestyle and a burgeoning younger middle-class. As stated

earlier, the per capita consumption is very low, and this presents the industry players with an

opportunity to tap the huge untapped potential that this segment offers. The industry is expected

to see a growth of 35 to 40 per cent in the foreseeable future. So in the next five years, it is

estimated that the fruit drink industry would be worth around Rs 12,000 crore to Rs 15,000

crore.

6
THE GROWTH DRIVERS FOR THE SECTOR

The major growth drivers are the shift in the consumers' preference for non-carbonated fruit

beverages, thanks to obesity and other health related issues; a change in lifestyle, affordability

and availability. This shift is creating newer opportunities for beverage manufacturers

throughout India.The opening of markets in the Tier-II and III cities of the country is a

contributor to the growth of the sector.It is a fact that packaged fruit juices are at a premium

compared to non-packaged ones. However, that is unlikely to pose a major challenge for the

juice manufacturers, given that the disposable income in the hands of Indian consumers has

almost doubled in the last decade, and consumers are willing to pay a little more for quality

products. Another factor is quality assurance, which is guaranteed by tetra-packs, which have

offered a solution to provide fruit juice that is practically fresh and preservative free.

These factors have resulted in an increased consumption of juices.

Juices are healthy only when prepared hygienically. Packaged juices from trusted national and

international brands have usually been prepared and certified to be in accordance with health

and safety regulations.

They thus underpin the confidence of consumers in considering them to be a healthy and

convenient option, as compared to the fresh juices available at local joints and street stalls.

ECO-FRIENDLY PACKAGING FOR YOUR PRODUCTS

Manpasand uses aseptic packaging and PET bottles. Its rectangular aseptic packages reduces

the carbon footprint, as it is highly efficient during transportation, storage and distribution.

It uses 33 per cent less space than cans. Moreover, the carton is recyclable.

Apart from this, Manpasand is also working to maintain a positive water balance, and has set

up zero wastewater discharge systems in its plants.

7
The company understands the importance of a green environment and takes various steps to

ensure its positive contribution to it. How is the industry coping up with the reluctant attitude

displayed by local farmers towards fruit farming, the current volatility in prices of fruits and

the lack of storage facilities for fruit-based products? We need to understand the reasons why

farmers are reluctant towards fruit farming. As far as fruit and vegetables are concerned, India

incurs post-harvest losses worth over Rs 2 lakh crore each year, largely owing to the absence

of food processing units, modern cold storage facilities and a callous attitude towards tackling

the grave issue of post-harvest losses. The lack of proper storage facilities is also responsible

for the wastage of substantial quantities of fruit produced in India. It can be prevented to a great

extent by controlling the post-harvest environmental conditions.

Storage and handling conditions need to be enhanced in the fruit markets, thereby providing

infrastructure facilities to bring down the post-harvest losses and promote increased

productivity.

The prices of fruit have seen a higher degree of volatility than those of grains.

A huge gap between the demand for and the supply of fruit; the inefficiency of the markets in

matching the supply and the demand in different parts of the country; their inherent

perishability and the lack of cold chains are the key reasons for the frequent volatility in the

prices of fruit.

The government should envisage plans and strategies to tackle these problems.

The industry should also take initiatives proactively. impact has the devaluation of the rupee

had on imports

8
 INTRODUCTION TO SOFT DRINK MARKET IN INDIA

Soft drinks are become part and parcel of the Indian lifestyle. Be it children, the college

kid or the middle aged Indian soft drinks are enjoyed by one and all in the country. Especially

after the influx of a number of fast food joints in India soft drinks have gained more popularity.

Food like pizzas burgers and French fires go hand in hand with soft drinks. Gone are the days

when a soft drinks was enjoyed to the combat a sunny day. Today soft drinks are enjoyed with

almost every meal that one has outside his/her home. Despite several issues that crept up

regarding the ingredients used behind the manufacturing of soft drinks the market remained

stable. The soft drinks industry in India is categorized on the basis of carbonated and non

carbonated drinks include flavors like cola, lemon and orange and the non carbonated drinks

segment includes mostly mango flavors. The non carbonated segment includes fruits juice and

squashes. The other popular soft drinks brands n India include Fanta, Mirinda, 7Up Sprite

Limca etc. In order to cater to all the segments of the society these top soft drinks brands are

available in numerous sizes.

Starting from the age old 300ml glass bottles to the 200ml ones to the recently launched 500ml

and 1 liter plastic bottles soft drinks are available in almost every size desired by the consumer.

The carbonated drinks accounts for almost 80% of the total sales of the soft drinks market in

India. Soft drinks do not only rule the urban markets they have successfully managed to

penetrate the rural areas as well. Rural areas accounts for almost 75% sales of pet bottles

whereas the sales of 300ml bottles are higher in the rural areas. Based on consumption patterns

the soft drinks market in India is classified into two segments. The first is on pfremise which

means the place where the soft drinks was bought and consumed. This includes place like

railway stations, stand alone shops, restaurants and cinemas. The other one being In-House

consumption which means soft drinks purchased and consumed at home. However in India the

former beats the latter hollow. Outdoor consumption accounts for almost 80% of the total sales

9
of soft drinks and indoor consumption accounts for the remaining 20% of the sales of the soft

drinks market. However the soft drinks market in India is still in its nascent stage as compared

to countries like the USA. According to a report published in 2000 the per capita consumption

of soft drinks in Indi was 5 bottles annually as compared to USA whose per capita consumption

per annum stood at 800 bottles. Delhi happens to be the highest soft drinks consuming region

in India.

Major Players in Soft Drink Market

• Coca cola India pvt. Ltd.

• Dabur Foods Ltd.

• Parle Agro Pvt. Ltd.

• Pepsico India Holding Pvt. Ltd.

Soft Drinks Basically Available in :

• Glass Bottles.

• Aluminum Cans.

• PET bottles for home consumption.

Types of soft drinks available in Indian Market

Non Alcoholic Soft Drinks Beverage Market can be divided in two types :

• Fruit Drinks

• Soft Drinks

Soft Drinks can be further divided in two types :

• Carbonated

• Non Carbonated Drinks

Carbonated :

• Cola

10
 • Lemon

• Orange

Mango Drinks come under non carbonated category.

The Market can also be segmented on the basis of type of products :

• Cola Products

• Non Coca Products

Cola Products account for nearly 1-62% of the total soft drinks market.

The brands that fall in this category are :

• Pepsi Coca Cola

• Thumps Up

• Diet Coke

• Diet Pepsi etc

Non Cola Segment which constitute 36% can be divided types of flavors available :

• Orange

• Cloudy Lime

• Clear Lime

• Mango

Non Alcoholic Beverage In India

The soft drinks industry in India comprises over 100 plants across all states. It provides direct

and indirect employment for over 125.000 employees. It has attracted one of the highest foreign

direct investments in the country.

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Soft drinks constitute the third largest packaged food segment in India after packaged tea and

packaged biscuits. But the penetration level of soft drinks in India is still low compared with

other developing markets, an indication for further potential for rapid growth. The market size

for soft drinks in India has been estimated at 3.108 US $ million in 2010. With an annual growth

rate of 16.5 percent volume sales of bottled water will increase rapidly within the next five

years. The volume sales of carbonated soft drinks will increase by 8.6 percent per year. The

market size for juice will grow most dynamically within the next five years with an annual

volume sales growth rate of almost 22 percent. Increasing demand for healthy and hygienic

products is expected to fuel the growth of the soft drinks sector. Increasing penetration in rural

areas will also contribute to considerable sales increments.

Sales volume of non alcoholic drinks in India

Litres mn 2015 2016 2017 2018 2019 Annual

(Target) Growth Rate

(Target)
(2015-16)

Bottled Water 4.754 5.647 6.647 7.692 8.753 16.5%

Carbonated Soft Drinks 1.809 2.00 2.187 2.361 2.514 8.6%

Sources : Euro monitor International 2015

India, which is renowned for its consumption of traditional hot beverages such as tea and

coffee, has now taken to cold drinks in a big way. Demand for cold drinks is witnessing growth

at a fast pace especially among younger section of the population.Though India is a tropical

country with long summers, consumption of carbonated beverages stands at roughly 5-6 bottles

per year compared to around 21 bottles in Sri Lanka and as high as 605 bottles in Mexico. Low

advertisement reach and lack of cold storage facilities are hampering the demand for select

12
segments of cold drinks in rural markets. Players are trying to penetrate rural markets by

offering low priced unit sized packaging formats. The organized carbonated drinks market has

a large share of multi-national players. There are also several small and regional players who

cater to local market with cola and non-cola drinks.

Overall cold drinks market was valued at INR 193 billion in 2013-14, of which carbonated soft

drinks accounts for a major share of around 62%. Fruit-based drinks is largely an urban

phenomenon, especially the fruit juice category.

Packaging is a vital aspect in the beverage market- apart from branding and promotion,

the package also assumes importance from storage, transportation and environment

perspectives. Carbonated soft drinks are mainly sold in returnable glass bottles (RGB),

aluminium cans, and PET bottles. Fruit juice and fruit nectar categories are mainly sold in

liquid packaging cartons Coca Cola India and PepsiCo India together account for around 85%

of the overall carbonated beverage market in India, of which Coca Cola accounts for over

55%followed by PepsiCo with a market share of around 35%. Coca Cola’s ‘Maaza’ leads the

market in the fruit drink category followed by Parle Agro’s ‘Frooti’ At Coca-Cola, we have a

long stable belief that everyone who touches our business should benefit. Coca-Cola in India

provides extensive support for community programmers across the country, with a focus on

education, health & rain water harvesting. All key priorities of the Indian government has

recognized the Company’s efforts with several awards.

Education:

Coca-Cola in India is supporting community based primary education projects set up to provide

educational opportunities to marginalized children in slum & villages. Till today, the project

have benefited 50 schools, thousands of students, over 500,000 villagers & over10,000 slum

dwellers, as well as several villages near bottling plants.

13
Environment:

Coca-Cola in India is supporting community based rainwater harvesting projects in rural &

urban areas to help restore water level & promote community education in way to conserve

natural resources. These initiatives have benefited over 10,000 Delhi residents, as well as local

community members, both in areas surrounding Coca-Cola bottling plants & elsewhere.

Healthcare:

Coca-Cola in India is partnering with NGO’s as well as St.John’s Ambulance Brigade (Red

Cross) to provide free medical facilities & information to poor people who can not afford to

visit hospital facilities. These efforts are helping tens of thousands of underprivileged people

in seven states in India, as well as several villages near bottling plants. The company has also

supported a range of other national initiatives, such as a major Polio eradication drive &

drought relief programmers, in addition to support towards the National Cricket Champion for

blinds & National Athletics meetings for the physically challenged.

Coca-Cola

The official Coca-Cola logo

Type Cola

Manufacturer The Coca-Cola Company

Country of Origin United States

Introduced 1886

Pepsi
Related products
RC Cola

14
JOHNPEMBERTON WAS THE INVENTOR OF COCA COLA

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 bookkeeper Frank

Robinson.

BIRTH OF COCA COLA

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who

first scripted "Coca Cola" into the following letters which has become the famous logo of

today.

The soft 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 expanses, so the first year of sales were a loss. In 1887, Atlanta pharmacist and

businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton

for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks,

largely due to Candler's aggressive marketing of the product. The Coca Cola Company

increased syrup sales by over 4000% between 1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's success and by the

turn of the century, the drink was sold across the United States and Canada. At the same time,

the company began selling syrup to independent bottling companies licensed to sell the drink.

The Early Days

Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold

the syrup mixed with fountain water as a potion for mental and physical disorders.

15
The Formula changed hands three more times before Asa D. Candler added carbonation and

by 2003, Coca-Cola was the world’s largest manufacturer, marketer, and distributor of

Nonalcoholic beverage concentrates and syrups, with more than 400 widely recognized

beverage brands in its portfolio.With the bubbles making the difference, Coca-Cola was

registered as a trademark in 1887 And by 1895, was being sold in every state and territory in

the United States. In 1899, it Franchised its bottling operations in the U.S., growing quickly to

reach 370 franchisees by 1910.Headquartered in Atlanta with divisions and local operations in

over 200 countries Worldwide, Coca-Cola generated more than 70% of its income outside the

United States by 2003.

INTERNATIONAL EXPANSION

Coke’s first international bottling plants opened in 1906 in Canada, Cuba, and Panama.By the

end of the 1920’s Coca-Cola was bottled in twenty-seven countries throughout the world and

available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and

effective advertising a challenge with language, culture, and government regulation all serving

as barriers. Former CEO Robert Woodruff’s insistence that Coca-Cola wouldn’t “suffer the

stigma of being an intrusive American product,” and instead would use local bottles, caps,

machinery, trucks, and personnel contributed to Coke’s challenges as well with a lack of

standard processes and training degrading quality. Coca-Cola continued working for over 80

years on Woodruff’s goal: to make Coke available wherever and whenever consumers wanted

it, “in arm’s reach of desire.”The Second World War proved to be the stimulus Coca-Cola

needed to build effective capabilities around the world and achieve dominant global market

share. Woodruff’s patriotic commitment “that every man in uniform gets a bottle of Coca-Cola

for five cents, wherever he is and at whatever cost to our company”

16
As a result of Coke’s status as a military supplier, Coca-Cola was exempt from sugar rationing

and also received government subsidies to build bottling plants around the world to serve

WWII troops.

The 1990’s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD)

Industry in the United States, achieving only 0.2% growth by 2000 (just under 10 billion

Cases) in contrast to the 5-7% annual growth experienced during the 1980’s. While per capita

consumption throughout the world was a fraction of the United States’, major beverage

companies clearly had to look elsewhere for the growth their shareholders demanded. The

looming opportunity for twenty-first century was in the world’s developing markets with their

rapidly growing middle class populations.

The World’s Most Powerful Brand

Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World

and estimated its brand value at $70.45 billion. The ranking’s methodology determined a

brand’s valuation on the basis of how much it was likely to earn in the future, distilling the

percentage of revenues that could be credited to the brand, and assessing the brand’s strength

to determine the risk of future earnings forecasts. Considerations included market leadership,

stability, and global reach, incorporating its ability to cross both geographical and cultural

borders.

INDIAN HISTORY

India is home to one of the most ancient cultures in the world dating back over 5000 years. At

the beginning of the twenty-first century, twenty-six different languages were spoken across

India, 30% of the population knew English, and greater than 40% were illiterate. At this time,

17
the nation was in the midst of great transition and the dichotomy between the old India and the

new was stark. Remnants of the caste system existed alongside the world’s top engineering

schools and growing metropolises as the historically agricultural economy shifted into the

services sector. In the process, India had created the world’s largest middle class, second only

to China.

A British colony since 1769 when the East India Company gained control of all European

Trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his

Principles of non-violence and self-reliance. In the decades that followed, self-reliance was

taken to the extreme as many Indians believed that economic independence was necessary to

be truly independent. As a result, the economy was increasingly regulated and many sectors

were restricted to the public sector. This movement reached its peak in 1977 when the Janta

party government came to power and Coca-Cola was thrown out of the country. In 1991, the

first generation of economic reforms was introduced and liberalization began.

COKE IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal

its formula to the government and reduce its equity stake as required under the Foreign

Exchange Regulation Act (FERA) which governed the operations of foreign companies in

India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence

with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling

network. Coke’s acquisition of local popular Indian brands including Thums Up (the most

trusted brand in India.

Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and

distribution assets but also strong consumer preference. This combination of local and global

brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes

18
while also tapping into traditional domestic markets. Leading Indian brands joined the

Company's international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta,

plus the Schweppes product range. In 2000, the company launched the Kinley water brand and

in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993

to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s

top international investors. By 2003, Coca-Cola India had won the prestigious Woodruf Cup

from among 22 divisions of the Company based on three broad parameters of volume,

profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the

industry grew 23% nationally and the Company reached break-even profitability in the region

for the first time. Encouraged by its 2002 performance, Coca-Cola India announced plans to

double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002

and March 2003.2 Coca-Cola India produced its beverages with 7,000 local employees at its

twenty-seven Wholly-owned bottling operations supplemented by seventeen franchisee-owned

bottling operations and a network of twenty-nine contract-packers to manufacture a range of

products for the company. The complete manufacturing process had a documented quality

control and assurance program including over 400 tests performed throughout the process.The

complexity of the consumer soft drink market demanded a distribution process to Support

700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers,

and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the

cities. In addition to its own employees, Coke indirectly created employment for another

125,000 Indians through its procurement, supply, and distribution networks.

Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice

President, Marketing and was instrumental to the company’s success in developing a

brand Coca-Cola India.

19
The Indian consumer and in tapping India’s vast rural market potential. Following his

marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling

operations and then as Deputy President. Seen as the driving force behind recent successful

forays into packaged drinking water, powdered drinks, and ready-to-serve tea and coffee,

Gupta and his marketing prowess were critical to the continued growth of the Company. India’s

one billion people, growing middle class, and low per capita consumption of soft drinks made

it a highly contested prize in the global CSD market in the early twenty-first century. Ten

percent of the country’s population lived in urban areas or large cities and drank ten bottles of

soda per year while the vast remainder lived in rural areas, villages, and small towns where

annual per capita consumption was less than four bottles. Coke and Pepsi dominated the market

and together had a consolidated market share above 95%. While soft drinks were once

considered products only for the affluent, by 2003 91% of sales were made to the lower, middle

and upper middle classes. Soft drink sales in India grew 76% between 1998 and 2002, from

5,670 million bottles to over 10,000 million and were expected to grow at least 10% per year

through 2012. In spite of this growth, annual per capita consumption was only 6 bottles versus

17 in Pakistan, 73 in Thailand, 173 in the Philippines and 800 in the United States. With its

large population and low consumption, the rural market represented a significant opportunity

for penetration and a critical battleground for market dominance. In 2001, Coca-Cola

recognized that to compete with traditional refreshments including lemon water, green coconut

water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke launched

a smaller bottle priced at almost 50% of the traditional package.

MARKETING COLA IN INDIA

The post-liberalization period in India saw the comeback of cola but Pepsi had already beaten

Coca-Cola to the punch, creatively entering the market in the 1980’s in advance of

liberalization by way of a joint venture. As early as 1985, Pepsi tried to gain entry into India

20
and finally succeeded with the Pepsi Foods Limited Project in 1988, as a JV of PepsiCo, Punjab

government-owned Punjab Agro Industrial Corporation (PAIC), and Voltas India Limited.

Pepsi was marketed and sold as Lehar Pepsi until 1991 when the use of foreign brands was

allowed under the new economic policy and Pepsi ultimately bought out its partners, becoming

a fully-owned subsidiary and ending the JV relationship in 1994.While the joint venture was

only marginally successful in its own right, it allowed Pepsi to gain precious early experience

with the Indian market and also served as an introduction of the Pepsi brand to the Indian

consumer such that it was well-poised to reap the benefits when liberalization came. Though

Coke benefited from Pepsi creating demand and developing the market, Pepsi’s head-start gave

Coke a disadvantage in the mind of the consumer.

21
 Review Of Literature

There are numerous studies on consumer preferences but there are only few studies on

consumer preference towards soft drinks in a study done by Dube (2004), For several of the

largest supermarket product categories, such as carbonated soft drinks, canned soups, ready-

to-eat cereals, and cookies, consumers regularly purchase assortments of products. Within the

category, consumers often purchase multiple products and multiple units of each alternative

selected on a given trip. This multiple discreteness violates the single-unit purchase assumption

of multinomial logit and probit models. The misspecification of such demand models in

categories exhibiting multiple discreteness would produce incorrect measures of consumer

response to marketing mix variables. In studying product strategy, these models would lead to

misleading managerial conclusions.

Adriant.Beverly (1998) said that the relative contributions of taste and healthconsiderations

on consumer liking and purchase intent of cola drink. Eight types of commercial cola drinks

were evaluated by 305 adult consumers who also completed a brief questionnaire on food

habits. Data were analyzed using factor analysis. These data suggest that in spite of current

concern about reducing dietary fat, health remainssecondary to taste in the selection of cola

drinks for consumers in this population.

Banumathy and Hemameena (2006), while studying consumer brand preference with respect

to soft drinks, found that after globalization most of the consumers like the international brands

such as Pepsi and coco-cola. Consumers preferred a certain brand or a particular drink mainly

because of its taste and refreshing ability.

Chia-Hsien Chu, (2000), Taiwan, and This article investigates factors of marketing

communications and consumer characteristics that induce reminder impulse buying behavior.

Study 1 applies the antecedent, process and consequence approach to investigate the essential

22
differences between reminder impulse buying and pure impulse buying. The results of Study 1

reveal that reminder impulse buying significantly differs from pure impulse buying on

motivation, buying goal and decision evaluation. Study 2 further examines how sales

promotion strategy might affect reminder impulse buying, with product appeal and consumer

traits as moderating factors. Both sales promotion strategy and its interaction effects with

product appeal are found to have significant influences on reminder impulse buying.

Specifically, an instant reward promotion promotes stronger reminder impulse buying than a

delayed-reward promotion. Furthermore, both a utilitarian product appeal with a price discount

promotion and a hedonic product appeal with a premium promotion can encourage greater

reminder impulse buying.

Gluckman (1986) studied the factors influencing consumption and preference for wine. The

explicit factors identified were, the familiarity with brand name, the price of wine, quality or

the mouth feel of the liquid, taste with regards to its sweetness or dryness and the suitability

for all tastes. Some of the implicit factors identified through extensive questioning were, colour

and

appearance. Most consumers seemed to prefer white wine to red. Packaging, appearance,

colour, ornateness, use of foreign language and graphics were taken as important clues for

quality and price. Consumers preferred French or German made wines to Spanish or

Yugoslavian wines.

Gibson (1998) Sugar-sweetened soft drinks are a special target of many obesity- prevention

strategies, yet critical reviews tend to be more cautious regarding theetiological role of

Sugarsweetened soft drinks in promoting excess body weight.Progress in reaching a definitive

conclusion on the role of Sugar-sweetened soft drinks in obesity is hampered by the paucity of

good-quality interventions which reliably monitor diet and lifestyle and adequately report

23
effect sizes. We use an alternative microeconomic model of demand for categories that exhibit

the multiple discreteness problems. Recognizing the separation between the time of purchase

and the time of consumption, we model consumers purchasing bundles of goods in anticipation

of a stream of consumption occasions before the next trip. We apply the model to a panel of

household purchases for carbonated soft drinks.

Manoj Patwardhan (2007), they aims at improving business performance through an

understanding of customer's preferences and desires. In today's world of growing competition

where there are numerous brands selling the same products, consumers have an abundant

number of choices and many diverse factors influence their buying behavior. In such a scenario,

this analysis can help in structuring and formulating different strategies for maximizing profit.

This study made an attempt to find the factors affecting consumer's buying behavior, with the

focus on two commonly used products (soaps and chocolates). These factors are based on

certain variables used in the survey. These variables were aimed at identifying the secondary

factors that influenced the choice of soaps/chocolates at the point of purchase or due to other

contextual reasons. The variables include packaging, cost, availability, ingredients, product

popularity, etc., that influence the choice of a brand from among those in the consideration list,

but may not be the most important and primary determinants for short listing brands. The study

is useful to the marketers as they can create various marketing programs that they believe will

be of interest to the consumers. It can also boost their marketing strategy.

Noe (2000) says that the purpose of this paper is the study of factors responsible for brand

preference in FMCG products, increasing competition, more due toglobalization, is motivating

many companies to base their strategies almost entirely on building brands. Brand preference

means to compare the different brands and opt for the most preferred brand. This brand

preference is influenced by various factors. Intheidentification of factors affecting the brand

preference, it was concluded that brand persona is the most effective factor that affects the

24
brand preference. This brand person a deals with the personality aspects or the external

attributes of brand, thus it can be said that consumer prefer any brand by looking at the external

attributes of a brand. Nandagopal and Chinnaiyan (2003) conducted a study on brand

preference of soft drinks in rural Tamil Nadu, using Garrets ranking technique, to rank factors

influencing the soft drinks preferred by rural consumer. They found that, the product quality

was ranked as first, followed by retail price. Good quality and availability were the main

factors, which influenced the rural consumers of a particular brand of a product.

Reddy Yella D & Ramesh A (2007), With the rising popularity of packaged fruit drinks, the

cola wars might extend beyond the traditional boundaries as they face fierce competition from

the former. India is the second largest producer of fruits and vegetables in the world. There is

enormous potential to be tapped which will also be advantageous for both domestic and export

markets. The youth market and the middle class provide exciting opportunities for market

penetration and development. It becomes imperative to examine the attitude towards packaged

fruit drinks, as attitude influences buying behavior. The study identifies the key factors that

reflect attitude using factor analysis and examines their managerial implications. The four

factors identified through factor analysis provide an insight into the attitude towards PFDs

which influences consumption. Consumers give importance to taste and benefits

(health/nutrition). Therefore, marketers need to highlight these in advertisements using a mix

of emotional and rational appeal.

There is a need to increase promotional efforts to increase consumption and for market

penetration and development. Usage occasion has to be increased. There is no individual

inhibition for the consumers to drink PFDs, which indicates acceptance and popularity in the

chosen segment.

25
Shanmuga sundaram (1990) studied about soft drink preference in Vellore town of north Arcot

district in Tamil Nadu. The study revealed that, the most preferred soft drink among

respondents as Gold Spot (26%), followed by Limca (24.80%). It was found that taste was the

main factor for preference of particular brand and among the media; television played a vital

role in influencing consumer to go for particular brand. Because of convenience in carrying,

tetra pack was most preferred one studied factors influencing consumer preferences for milk.

They were milk quality, convenient availability, supply in quantity desired, flavor, color,

freshness and mode of payment showed higher levels of consumer satisfaction. But packaging

and labeling are not as important for winning over consumers, according to findings published

in the journal Food Quality and Preference, The study involved consumers at different stages

of development and highlights the importance of adopting a “sensory marketing approach,”

said the researchers from French research organization.

26
 Objective Of The Study

In consonance with micro objective to determine the effect of sales promotion on soft drink

product in Gorakhpur city, this research has some objective and they are

1. To study the sales promotion objective of soft drink in Gorakhpur city and try to find

out if their activities were performed as expected.

2. Analyze the present sales promotion tactics with the aim of assessing its level of

efficiency.

3. To determine the extent to witch the sales promotion of coca-cola dates with the being

made.

4. To find out the factor that influence sales promotion in the marketing of coca-cola in

Gorakhpur City.

27
 Scope Of The Study

The research work covered the entire area of Gorakhpur City. The study is focused on one

particular brands of soft drink commonly available in Gorakhpur This coca-cola brands of

soft drinks. This is as result of time and financial constraints of the researcher to carryout an

depth study of all the sales promotional tools in other branch.

28
 Company Profile

Coca-Cola sells beverage concentrates and syrups, including fountain syrups, to authorized

bottling partners that combine them with sweeteners and still or carbonated water to produce

the finished beverage for sale to retailers and wholesalers. Coca-Cola also sells finished

beverages manufactured at company-owned or company-controlled bottling plants.

In 2013, the company generated 38% of its revenues from the sale of concentrates and syrups

and 62% from the sale of finished beverages. Generally, finished product operations account

for higher net revenues but are less profitable than concentrate and syrup operations. In the

next part of this series, we’ll discuss Coca-Cola’s brand power.

Coca-Cola’s closest rival, PepsiCo, Inc. (PEP), and other companies like Monster Beverage

Corporation (MNST) and Dr Pepper Snapple Group, Inc. (DPS), are part of the consumer

staples sector. You can invest in the consumer staples sector through exchange-traded funds

(or ETFs) like the Consumer Staples Select Sector SPDR ETF (XLP).

LOBALLY ESTABLISHED BRAND

Coca-Cola enjoys huge popularity across the world. The company ranked third in Interbrand’s 2014

world’s most valuable brands list, with an estimated brand value of $81.6 billion. Coca-Cola

places sixth in Fortune magazine’s annual ranking of the world’s 50 most admired companies. The

company’s aggressive marketing strategies, innovation, and extensive global reach are the reasons for

its reputable name.

29
 Enlarge Graph

IMPRESSIVE LINE-UP

Coca-Cola has strong brands across its sparkling and still beverages. Six brands of the company’s

sparkling beverages portfolio generated more than $1 billion in revenue each in 2013, led by the

company’s leading brand, Coca-Cola. The company’s still beverages portfolio includes 11 brands that

generated more than $1 billion in revenue each in 2013. The company has 20 other brands, each

generating revenues between $500 million and $1 billion, with more than half of them in the still

category.

COMPETITOR BRANDS

Coca-Cola’s closest rival, PepsiCo, Inc. (PEP), ranks 24th in Interbrand’s most valuable brands of 2014

list. Dr Pepper Snapple Group, Inc. (DPS), North America’s third-largest soft drinks manufacturer, is a

30
strong brand in the US. But it lacks international presence. National Beverage Corporation (FIZZ), a

manufacturer of flavored beverage products, lacks the popularity of Coca-Cola and PepsiCo products.

Soft drink companies are part of the consumer staples sector. You can invest in the consumer staples

sector through exchange-traded funds (or ETFs) like the Consumer Staples Select Sector SPDR ETF

(XLP). There are other ETFs that invest in soft drink companies too, including the SPDR MSCI World

Quality Mix ETF (QWLD).

In the next part of this series, we’ll discuss how Coca-Cola’s advertising strategy plays a key role in its

growth and brand building.

PRODUCTION

INGREDIENTS

• Carbonated water

• Sugar (sucrose or high-fructose corn syrup (HFCS) depending on country of origin)

• Caffeine

• Phosphoric acid

• Caramel color (E150d)

• Natural flavorings

A typical can of Coca-Cola (12 fl ounces/355 ml) contains 38 grams of sugar (usually in the

form of HFCS), 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140 calories.[54] On

May 5, 2014, Coca-Cola said it is working to remove a controversial ingredient, brominated

vegetable oil, from all of its drinks.

FORMULA OF NATURAL FLAVORINGS

31
The exact formula of Coca-Cola's natural flavorings (but not its other ingredients, which are

listed on the side of the bottle or can) is a trade secret. The original copy of the formula was

held in SunTrust Bank's main vault in Atlanta for 86 years. Its predecessor, the Trust

Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919.

On December 8, 2011, the original secret formula was moved from the vault at SunTrust Banks

to a new vault containing the formula which will be on display for visitors to its World of

Coca-Cola museum in downtown Atlanta.[56]

COCA-COLA MUSEUM IN ATLANTA, GEORGIA

According to Snopes, a popular myth states that only two executives have access to the formula,

with each executive having only half the formula. However, several sources state that while

Coca-Cola does have a rule restricting access to only two executives, each knows the entire

formula and others, in addition to the prescribed duo, have known the formulation process.

On February 11, 2011, Ira Glass revealed on his PRI radio show, This American Life, that

the secret formula to Coca-Cola had been uncovered in a 1979 newspaper. The formula found

basically matched the formula found in Pemberton's diary.

32
Use of stimulants in formula

An early Coca Cola advertisement.

When launched, Coca-Cola's two key ingredients were cocaine and caffeine. The cocaine

was derived from the coca leaf and the caffeine from kola nut, leading to the name Coca-Cola

(the "K" in Kola was replaced with a "C" for marketing purposes).

COCA – COCAINE

Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose; in 1891,

Candler claimed his formula (altered extensively from Pemberton's original) contained only a

tenth of this amount. Coca-Cola once contained an estimated nine milligrams of cocaine per

glass. In 1903, it was removed.

After 1904, instead of using fresh leaves, Coca-Cola started using "spent" leaves – the

leftovers of the cocaine-extraction process with trace levels of cocaine. Since then, Coca-Cola

uses a cocaine-free coca leaf extract prepared at a Stepan Company plant inMaywood,

New Jersey.

In the United States, the Stepan Company is the only manufacturing plant authorized by the

Federal Government to import and process the coca plant, which it obtains mainly from Peru

33
and, to a lesser extent, Bolivia. Besides producing the coca flavoring agent for Coca-Cola, the

Stepan Company extracts cocaine from the coca leaves, which it sells to Mallinckrodt, a St.

Louis, Missouri, pharmaceutical manufacturer that is the only company in the United States

licensed to purify cocaine for medicinal use.

Long after the syrup had ceased to contain any significant amount of cocaine, in the

southeastern U.S., "dope" remained a common colloquialism for Coca-Cola, and "dope-

wagons" were trucks that transported it.

KOLA NUTS – CAFFEINE

Kola nuts act as a flavoring and the source of caffeine in Coca-Cola. In Britain, for example,

the ingredient label states "Flavourings (Including Caffeine)." Kola nuts contain about 2.0 to

3.5% caffeine, are of bitter flavor and are commonly used in cola soft drinks. In 1911, the

U.S. government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola,

hoping to force Coca-Cola to remove caffeine from its formula. The case was decided in favor

of Coca-Cola. Subsequently, in 1912, the U.S. Pure Food and Drug Act was amended, adding

caffeine to the list of "habit-forming" and "deleterious" substances which must be listed on a

product's label.

Coca-Cola contains 34 mg of caffeine per 12 fluid ounces (9.8 mg per 100 ml).

FRANCHISED PRODUCTION MODEL

The actual production and distribution of Coca-Cola follows a franchising model. The Coca-

Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the

world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce

the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it

before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores,

vending machines, restaurants and food service distributors.

34
The Coca-Cola Company owns minority shares in some of its largest franchises, such as Coca-

Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company and Coca-

Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the

world. Independent bottlers are allowed to sweeten the drink according to local tastes.

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling

Company".

GEOGRAPHIC SPREAD

Since it announced its intention to begin distribution in Burma in June 2012, Coca-Cola has

been officially available in every country in the world except Cuba and North

Korea. However, it is reported to be available in both countries as a grey import.

Coca-Cola has been a point of legal discussion in the Middle East. In the early 20th century,

a fatwa was created in Egypt to discuss the question of "whether Muslims were permitted to

drink Coca-Cola and Pepsi cola." The fatwa states: "According to the Muslim Hanefite,

Shafi'ite, etc., the rule in Islamic law of forbidding or allowing foods and beverages is based

on the presumption that such things are permitted unless it can be shown that they are forbidden

on the basis of the Qur'an."[78] The Muslim jurists stated that, unless the Qu'ran specifically

prohibits the consumption of a particular product, it is permissible to consume. Another clause

was discussed, whereby the same rules apply if a person is unaware of the condition or

ingredients of the item in question.

BRAND PORTFOLIO

This is a list of variants of Coca-Cola introduced around the world. In addition to the caffeine-

free version of the original, additional fruit flavors have been included over the years. Not

included here are versions of Diet Coke and Coca-Cola Zero; variant versions of those no-

calorie colas can be found at their respective articles.

35
 Name Launched Discontinued Notes

Coca-Cola 1886 The original version of Coca-Cola.

Caffeine-Free
1983 The caffeine free version of Coca-Cola.
Coca-Cola

Was available in Canada starting in 1996. Called

Coca-Cola
1985 "Cherry Coca-Cola (Cherry Coke)" in North America
Cherry
until 2006.

New
Was still available in Yap and American Samoa[citation
Coke/"Coca- 1985 2002
needed]

Cola II"

Available in:

Australia, American Samoa, Austria, Belgium,

Brazil, China, Denmark, Federation of Bosnia

and Herzegovina, Finland, France, Germany,

Coca-Cola
2001 2005
with Lemon Hong Kong, Iceland, Korea, Luxembourg,

Macau, Malaysia, Mongolia, Netherlands, New

Caledonia, New Zealand, Réunion, Singapore,

Spain, Switzerland, Taiwan, Tunisia, United

Kingdom, United States, and West Bank-Gaza

2002; Available in: Austria, Australia, China, Czech Republic,

Coca-Cola
2007; 2005 Finland, Germany, Hong Kong, New Zealand,
Vanilla
2013 Malaysia, Slovakia, South-Africa, Sweden, United

36
 Kingdom and United States. It was reintroduced in

June 2007 by popular demand.

Coca-Cola Available in Belgium, Netherlands, Singapore,

2005
with Lime Canada, the United Kingdom, and the United States.

Was only available in New Zealand. Currently

Coca-Cola
June 2005 End of 2005 available in the United States and the United
Raspberry
Kingdom in Coca-Cola Freestylefountain since 2009.

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

Only available in the United States, France, Canada,

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

Coca-Cola Only available in Bosnia and Herzegovina, New

2006
Citra Zealand and Japan.

Was available in the United Kingdom and Gibraltar

for a limited time. In Germany, Austria and

Coca-Cola Switzerland it's sold under the label Mezzo Mix.

2007
Orange Currently available in Coca-Cola Freestyle fountain

outlets in the United States since 2009 and in the

United Kingdom since 2014.

37
 Coca-Cola Life 2013 A version with stevia and sugar as sweeteners.

LOGO DESIGN

The Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson,

in 1885. Robinson came up with the name and chose the logo's distinctive cursive script. The

writing style used, known as Spencerian script, was developed in the mid-19th century and

was the dominant form of formal handwriting in the United States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His promotional

suggestions to Pemberton included giving away thousands of free drink coupons and plastering

the city of Atlanta with publicity banners and streetcar signs.

CONTOUR BOTTLE DESIGN

"Coke bottle" redirects here. For the song, see Coke Bottle (song).

The Coca-Cola bottle, called the "contour bottle" within the company, was created by bottle

designer Earl R. Dean. In 1915, the Coca-Cola Company launched a competition among its

bottle suppliers to create a new bottle for their beverage that would distinguish it from other

beverage bottles, "a bottle which a person could recognize even if they felt it in the dark, and

so shaped that, even if broken, a person could tell at a glance what it was."

Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned

the project over to members of his supervisory staff, including company auditor T. Clyde

Edwards, plant superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer and

supervisor of the bottle molding room. Root and his subordinates decided to base the bottle's

design on one of the soda's two ingredients, the coca leaf or the kola nut, but were unaware

of what either ingredient looked like. Dean and Edwards went to the Emeline Fairbanks

Memorial Library and were unable to find any information about coca or kola. Instead, Dean

38
was inspired by a picture of the gourd-shaped cocoa pod in the Encyclopædia Britannica.

Dean made a rough sketch of the pod and returned to the plant to show Root. He explained to

Root how he could transform the shape of the pod into a bottle. Root gave Dean his approval.

Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next

24 hours Dean sketched out a concept drawing which was approved by Root the next morning.

Dean then proceeded to create a bottle mold and produced a small number of bottles before the

glass-molding machinery was turned off.

Chapman Root approved the prototype bottle and a design patent was issued on the bottle in

November 1915. The prototype never made it to production since its middle diameter was

larger than its base, making it unstable on conveyor belts. Dean resolved this issue by

decreasing the bottle's middle diameter. During the 1916 bottler's convention, Dean's contour

bottle was chosen over other entries and was on the market the same year. By 1920, the contour

bottle became the standard for the Coca-Cola Company. A revised version was also patented

in 1923. Because the Patent Office releases the Patent Gazette on Tuesday, the bottle was

patented on December 25, 1923, and was nicknamed the "Christmas bottle." Today, the contour

Coca-Cola bottle is one of the most recognized packages on the planet..."even in the dark!".

As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job

at the Root Glass Company. He chose the lifetime job and kept it until theOwens-Illinois

Glass Company bought out the Root Glass Company in the mid-1930s. Dean went on to

work in other Midwestern glass factories.

One alternative depiction has Raymond Loewy as the inventor of the unique design, but,

while Loewy did serve as a designer of Coke cans and bottles in later years, he was in

the French Army the year the bottle was invented and did not emigrate to the United States

until 1919. Others have attributed inspiration for the design not to the cocoa pod, but to

a Victorian hooped dress.

39
In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took

advantage of a case involving a waitress injured by an exploding Coca-Cola bottle to articulate

the doctrine of strict liability for defective products. Traynor's concurring

opinion in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in

U.S. law today.

In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the red

color and familiar typeface, but the design was simplified, leaving only the logo and a plain

white swirl (the "dynamic ribbon")

40
 STRUCTURE OF THE COMPANY

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.

Marketing mix of any organization consists of 4Ps 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 well 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

41
this chart. The coca-cola company, which gave its reach to the mouth of billion of people all
around the world having a wide distribution, network. In India, the pace and Speed at which
coca-cola has widened its business is really amazing. Distribution network is the biggest
strength of the company.

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

Top line promotion includes the promotion designed and done by the company’s corporate
office of Gurgaon and the office of Bombay T.V ads , design of banner , and other p-s done
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.

STRUCTURE OF ORGANISATION

The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in 1893,
followed by "Coke" in 1945. The unique contour bottle, familiar to consumers everywhere,
was granted registration as a trademark by the U.S. Patent and Trademark Office in 1977, an
honor awarded very few packages.

Rise of the Bottling Industry

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 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 became popular.

42
NEW COKE
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.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is available to more and
more people, even in the remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the
nation, building strong associations with cricket, the thriving cinema industry, music etc.. Coca-Cola's
advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the
youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-
rocketed the brand to make it India's favourite soft-drink brand.

43
 THE COCA-COLA BUSINESS IN INDIA

While the Coca-Cola Company is a global company with some of the world`s most widely recognized
brand, the Coca Cola business in India, as in each country where it operate, is a local business.
Beverages are produced locally employing Indian citizens, Coke product range & marketing reflect
Indian tastes & lifestyles. They are deeply involved in the life of the local communities in which they
operate.

st procurement, supply & distribution system.

BOTTLING OPERATIONS

The Coca-Cola Company in India comprises 27 wholly owned company bottling plants & another 17
franchisee owned bottling operation plants. A network of 29 contract-packers also manufactures a
range of products for the company.

Almost all the goods & services required to produce & market Coca- Cola in India are made locally,
sometime with the help of technology & skill from the company. The complexity of the Indian market
is reflected in the distribution fleet, which includes 10- tone trucks, open-bay three-wheelers that can
navigate the narrow alleyways of Indian cities, and trademarked tricycle & pushcarts.

SALES & DISTRIBUTION

Sales are the cutting ‘edge’ of any business operations it is part of that company. However big
and small that meets the firms customers from home the business is derived. The people, who are
engaged in this activity meet customers and get information about the product or services which are
been sold and provide feedback to the firm.

American Market association has defined sales management as “the blaming direction and
control of selling personal including recruiting, selecting, equipping, assigning, routing supper
visioning, paying and motivating as these tasks apply to personnel sales force”.

44
 In the other word “ sales management is used by business to refer to the direction or
supervision of sales men.

Services

The Coca - Cola Company in India supports eight Jagriti (Awakening) Learning Centres (JLC),
managed by India’s well-known organizations, such as CRY, Pratham, Prayas and Literacy India. The
program provides education at the primary level to underprivileged children, as well as computers
and training for teachers. Over 1,800 students per year have benefit from the program.

Working with state and district governments, our company provides support to primary health
centers in areas where our bottlers are located.

In 2002, in partnership with the St. John’s Ambulance Brigade (Associate of Red Cross), we
conducted health camps for those who live in poverty-stricken urban areas to sensitize the community
on pertinent issues such HIV/AIDS, communicable diseases, immunization, hygiene and sanitation,
and reproductive and child health. Free health check-ups and medicine were provided, with over
10,000 people benefiting from the campaign

The company supports a rainwater-harvesting project as part of major government initiative to

combat water scarcity and reduce ground water tables across the country. We are analyzing options
for rainwater harvesting at our major bottling plants. Along with the Resident Welfare Association of
Greater Kailash, our company installed four rainwater harvesters. The Chief Minister of Delhi unveiled
one of the rainwater-harvesting units in a dedication to local residents.

Several of our bottling plants provide safe drinking water to local villagers, through the
organization of water tankers, bore wells and hand pumps.

The company has funded India’s first national polio eradication drive, as well as a national
drought relief program.

The company sponsors a unique national radio program for women called “The HER Show”
(Health Education and Recreation). The 30-minute weekly program informs and educates housewives
on primary health and education issues.

We sponsored a one-day “Mother & Child Health district Mela” in Ghaziabad. Several hundred women
and children from five villages received free medical check-ups and consultation.

45
 ALL INDIA DIVISION COBO’S ARE NOW ISO
14001 CERTIFIED

➢ All 25 of the India Division’s Company-owned bottling plants have gained the

international standard ISO 14001 Environment Management System certificate.

➢ The ISO 14001 certificate is the internationally recognized standard of environmental

management.

➢ A company must demonstrate management commitment, the total involvement of all

employees and a compliance with applicable regulatory and internal company standards.

➢ The Company started its compliance effort in February

46
 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 .

1. 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.

47
2. 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.

3. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in

Cartersville, Georgia.

4. Coca-cola is one of the world’s most recognizable trademarks recognized in countries that

account for 98 percent of the world’s population.

5. 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.

6. 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.

7. 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.

8. 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

48
 ADVERTISEMENT AGENCY

In the year 1991, coca-cola went for more creative advertisements and split t the $ 200million
ad account between Mr. . . CAAN ERICKSON and CREATIVE ARTIST AGENCY (CAA) presently howler.
Chaitra Leo Burnett handles the coke’s account.

INDIA SCENARIO: Managing the ad account earlier with a very creative desirer ting, McCann
Erickson managing the to bring out the coca-cola ad watchers with an Annus Indies” description for
the year 1988 – the year that the Atlanta brand started moving on the thesis that…………. In the once
thunder struck and then choice arm’s reach.

Or getting wall to look red but also about getting the brand’s massage right through the cortex onto
the mind the young India mind.

49
 SOFT DRINK MARKET INDIA SCENARIO

India soft drink industry is witnessing a boom time. Its growth rate is around
20% with which such growth rate, volume could reach billion crates with in 10 years.
Three major multinational companies are fighting to grab a major chunk of business from
Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have seen
an enormous potential in this country. Consequently, by world standard, Indian per
capita consumption of soft drinks is still very low.

There fore these soft drinks grants feel that fire capita consumption can only grow up.
Soft drink industries has already seen and estimated sale of around 240 million crates
higher then last year’s sale of 204 million in 1998. The Main reason for such a high
growth rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new
entrant is for behind.

India is actually more vivid in taste and preference then any other country market.
Delhi jar instance, account for about 20% of total soft consumption in term of sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is just one soft drink retailer on a
population of 37,600, which is far below the international standard. Where as
Philippines has one soft drink retail counter over a population of 150 people i.e. 4, 00,000
outlet on a population of 60 million.

50
 BRAND COMPETITION

There are number of brands of soft drink in the market of various companies. Various brand
competitors of COCA-COLA & PEPSI are as under in the following table-

SI. No. Brand of COCA-COLA Brand of PEPSI

1. Coca Cola Pepsi

2. Thums Up 7 Up

3. Sprite Mountain Dew

4. Limca Pepsi

5. Fanta Miranda

6. Mazza Slice

7. Kinley (water) Aquafina (water)

8. Kinley(soda) Lahar (soda)

9. Nimbu fresh Nimbooz

51
 REASONS OF BRAND PREFERENCE
There are number of reasons on the basis of which our customers’ select various brand of there
taste. Some of the major factors are as following:

➢ Taste
➢ Brand
➢ Advertisement
➢ Price
➢ Availability
➢ Coldness

The following data on the basis of survey reveals that

• 50% customers drink for taste.

• 30% customers are loyal customers; they feel pleasure to use a particular brand.
• 12% customers are compromising customer; they compromise with the availability of
products.
• 8% drink for getting relief from heat.

LOYAL BRAND CUSTOMERS vs. VARIETY BRAND CUSTOMERS

On routine survey the result found was that there are two types of soft drink customers in the
market for any type of company.

➢ There are 60% consumers who consume only one brand & are loyal to that very brand. It
may be Coke, Pepsi or a local brand.
➢ 40% consumers are variety branded customers. They drink various brands on various basis.

52
Coca Cola India Products :

• Coca Cola

• Diet Coke

• Sprite

• Fanta

• Limca

• Maaza

• Minute Maid Pulpy Orange

• Minute Maid Nimbu Gresh

• Burn

• Kinley Water

• Kinley Soda

Advertisement

53
THUMS UP

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

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the men from the boys.

Glass PET Can Fountain

1L.,1.25L. ,
200 ml, 300 ml, 2L. , 330 ml Various Sizes
500 ml + 100 ml..

54
COCA-COLA

COCA-COLA is the most popular & biggest selling soft drink in history, as well as best known product
in the world. Created in Atlanta , COCA-COLA was first offered as a fountain beverages by mixing Coca-
Cola syrup with carbonated water.

COCA-COLA was registered as a trademark in 1887 & by 1895 Coca-Cola was being sold in every state
& territory in the United States.

Today , you can find COCA-COLA in virtually every part of the world. The Coca-Cola Company has
nearly 400 beverages in its portfolio.

SPRITE

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
refreshing taste encourages the today's youth to trust their instincts, influence them to be true to who
they are and to obey their thirst.

55
Glass PET Can Fountain

1L, 1.25 L,
200 ml, 300 ml. 2 L, , 330 ml Various Sizes
500 ml + 100 ml

LIMCA

Refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice,
of millions of consumers for over 3 decades.
The brand has been displaying healthy volume growths year on year and Limca continues to
be the leading flavour soft drink in the country.
The success formula? The sharp fizz and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca
and walk away a new person.

56
FANTA

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.

Glass PET Can Fountain

1L, 1.25 L,
200 ml, 300 ml, 2 L, 2.25 L, 330 ml Various Sizes
500 ml + 100 ml

MAAZA

It 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. 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"

57
 Maaza

Type Fruit juice

Manufacturer The Coca-Cola Company

Country of origin India

Introduced 1976

Variants Maaza Orange, Maaza Pineapple

Related Slice, Frooti

products

Maaza, the ‘Bina guthli wala aam’ has Satish Shah in the lead playing a mango expert. In the ad, a

child questions Shah, ‘the mango expert’, for a seedless mango. Shah, in an attempt to look for

seedless mango, dwells into books, travels, but all in vain and in turn, end up learning from the kid

that the ‘Bina guthli wala aam’ is nothing but ‘Maaza’ – the Coca Cola drink. At the end of the ad, he

starts offering his clients two kinds of mangoes with and without seeds.

Not undermining the importance and with full advantage of creativity to Leo Burnett and Coca Cola,

I hope this ad does not, in any way, play a role in undermining importance of mango seeds within

evolving young minds that watch and consume this drink.

Mangoes can be grown from seeds, though better and commercially are grafted or budded onto

seedling rootstocks. In addition to it, mango seeds indeed have its importance. These are quite

valuable in diarrhea. Seeds collected, dried in the shade and powdered can be used as a medicine.

Mango seeds are considered useful in certain disorders connected with women’s reproductive organs.

58
Also, spongy tissue in Alphonso mango - one of the widely known and considered as the ‘king of the

mangoes’ – was traced to its seed, which due to its recalcitrant nature, switches over to germination

mode during fruit ripening phase drawing nutrients from the mesocarp.

In any case, if we don’t have mango seeds, may be we will also not have on earth the

‘mango seed weevil’ (sternochetus mangiferae). It is, though, a pest species, but breeds only in mango

seeds and cannot survive in other fruits.

So, we can have an advertisement to promote a commercial product but that must not end up

disadvantaging the use of a product that is needed and is an important part of our ecosystem. The

advertisement also shows kid with no interest in mango but in Maaza, probably something, which

should not be promoted. Maaza can, in no way, replace the real mangoes. Mango is Mango, and is

not Maaza.

COCA COLA LAUNCHES MINUTE MAID

`PULPY ORANGE'
Hyderabad: Coca Cola India has launched `Pulpy Orange', a juice from its global `Minute
Maid' range for the Indian market here on Monday. It would be available in 400 ml and one
litre bottle packs. Andhra Pradesh, Tamil Nadu and Karnataka, will be part of the phased
launch of the product. A consumer sampling involving 5.5 lakh people has been lined up in
the next 30 days across major cities to give it the marketing push, said Venkatesh Kini, Vice-
President, Marketing of Coca Cola India.
Juice products

59
The Indian juice business in estimated to be about 500 million cases annually. After the
Pulpy orange, the company will bring other juice products from Minute Maid, a leading
brand in the global juice market, which is around 16 billion cases, he told newspersons on
Monday.
• Special: Run-up to Budget 2007-08
Initially, the pulp will be imported from Florida and other ingredients from Brazil. In the near
future, the manufacturing will be done at the company's plant in Chitoor district of Andhra
Pradesh. Priced at Rs 25 for 400 ml and Rs 60 per litre, the product will be positioned in
groceries, large format stores, eating and drinking outlets, convenience stores etc. while
targeting the young adults, looking out for naturally refreshing, juice drink.
Answering questions he said `pulpy orange' would not impact Maaza in the juice drink
segment, but would only extend its leadership. On why Kerala, where Coca Cola has been
facing opposition, was not part of the southern market, he said "Our market research has shown
that it is not a potentially sizeable market for juice drinks now". John Ustas, CEO of Hindustan
Coca-Cola Beverages Pvt Ltd, said in the next two months, Minute Maid Pulpy Orange would
be retailed across 25,000 outlets in the three southern states.

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.

60
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. That's why we go through rigorous testing procedures at each and every location where

Kinley is produced.

BRAND IN INDIAN ORIGIN

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, juice & 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.

61
BRAND IN INDIAN MARKET

62
 PROBLEM OF THE COMPANY
India soft drink industry is witnessing a boom time. Its growth rate is around 20% with

which such growth rate, volume could reach billion crates with in 10 years. Three major

multinational companies are fighting to grab a major chunk of business from Indian

markets. These three coca-cola, Pepsi, Cadbury. All of these companies have seen an

enormous potential in this country. Consequently, by world standard, Indian per capita

consumption of soft drinks is still very low.

There fore these soft drinks grants feel that fire capita consumption can only grow up.

Soft drink industries has already seen and estimated sale of around 240 million crates

higher then last year’s sale of 204 million in 1998. The Main reason for such a high

growth rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new

entrant is for behind.

India is actually more vivid in taste and preference then any other country market. Delhi

jar instance, account for about 20% of total soft consumption in term of sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers are increasing

day to day. This actually means that there is just one soft drink retailer on a population of

37,600, which is far below the international standard. Where as Philippines has one soft

drink retail counter over a population of 150 people i.e. 4, 00,000 outlets on a population

of 60 million.

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

integrity, and professionalism.

63
 • We will recognize the positive contributions that we make individual and team member to

produce our business success.

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

produce our business success.

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

and contribute.

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

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

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

to deliver the highest quality good and services.

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

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

We relentlessly strive to exceed the world's ever-changing expectations because keeping our Quality

promise in the marketplace is our highest business objective and our enduring obligation.

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

is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

64
 STRATEGY ADOPTED BY COCA-COLA TO INCREASE

THE NUMBER OF CONSUMERS

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

A's are: -

Availability:

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

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

programs.

Affordability:

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

Acceptability:

65
Making Coca-Cola brand is the beverage choice for any occasion depends on the likings, taste and

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

sponsorships, promotions; youth market activities, community programs and other activities.

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

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.

66
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.

67
 Organizational Structure

MD

Production Sales Mgr. Finance

Mgr. Controllers

Asst. Sales Mgr. ABM ABM

Senior. Sales
Ex./ Sales Ex.

Sales
Promoters.

Sales Manager

68
 OBJECTIVES OF THE STUDY

➢ To check out the availability of several promotional scheme of coca-cola for the dealers.

➢ To find out the retailers response regarding the various promotion schemes of Coca-Cola and

to judge to judge its impact on retailers.

➢ To make an overall assessment of specified market to provide a better promotional scheme

for the dealers.

➢ To draw a comparative analysis of promotional schemes.

➢ To know the overall sales of the coke products in the area.

➢ To verify the assets of cola in comparison with their competitors.

➢ To protect the customers interest for companies products.

➢ To overview the coca cola products image among competitors in market.

69
 Research Methodology

The descriptive research design is used for analyzing and studying the process of Business

Development. It is very simple & more specific than explanatory study.

Data Sources:

Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers &

records. Secondary data for the study were collected from the magazines, websites & other

previous studies.

To meet the objectives, the study used qualitative research. The descriptive study was done

through review of existing literature that helped in validation and extraction of the important

variables and factors. Data was collected from secondary sources. Secondary sources were

magazines, websites, books, office executives, and company data.

70
 Findings

After analyzing and interpreting data, the outcomes are…….

• In the city of Varanasi majority of outlets which keep soft drink products were doing

business from 5 to 10 years and out of them most of outlets prefer to keep Coca cola

product as well as monopoly outlets also are more for Coca-cola.

• The retailers and dealers of Coca-cola want coca-cola to improve its servics and ask for

more schemes.

• In the form of competitive analysis the market share of Pepsi is greater than coke.

• the Coca-Cola Company is in fact a goods-producing business to seek profit by

providing goods to satisfy a customer’s needs which is a captive intensive business.

Coca-Cola has brought many advantages to society such as offering goods, providing

employment, and paying taxes.

• But Cola has also brought disadvantages to society such as generating pollution,

creating waste and also creatinghealth and safety risk. Currently, we know that Coca-

Cola are doing business under multiple environment such as market environment, legal

and regulatory environment and also social environment. The market environment help

Coca-Cola improve their sales because everyone in the world knows about Cola

through the advertising done by the company.

• The legal and regulatory environment helps the Cola Company by banding their

competitors for copyright and winning lawsuits in damages from patent infringement.

The social environment boost the Coca-Cola sales due to crave of the society towards

the drink “Coke

71
 Conclusion

There are some conclusions drawn on the basis of survey conducted about brand preference:

➢ In soft drinks COCA-COLA is most demandable among retailers &

consumers of Gorakhpur.
➢ Among Coca-Cola brands MAAZA & THUMS UP are most famous because
of there flavor.
➢ In market there are many unbranded customers, who are fully retail oriented.
We should try to switch them to our branded customer by good supply to
retailers.
➢ According to survey it was seen that 32% retail outlets are captured by Coca-
Cola only where as 17% was captured by Pepsi alone. So here an opportunity
exists to increase these numbers of outlets by converting them to mix outlets by
giving them some extra benefits.
➢ Continuous supply should be made in time to meet the demand during the peak
season.
➢ The kinley products water is more demandable than soda.

72
 Suggestion And Recommendation

➢ These are the following suggestions, which I recommend to the distributor.

➢ Launching schemes which should act as counter attack schemes for competitors

➢ In order to raise the sales and compete he market the distributor should give some extra

scheme to its retailers.

➢ New frequently scheme should be launched.

➢ In short-term scheme for 6 month should be launched in comparison to other brand.

➢ Brands pertaining to long term benefits should be used.

➢ Small retailers must be given support and recognition.

➢ Brand equity level must be maintained

73
 Limitation

1. Scope of research was confined to only 150 retail outlets.

2. There could be biasness on part of consumer & shopkeepers while providing the
information regarding the product & company.

3. Shortage of time on part of retailers & consumers was also a constraint.

4. For personal understanding the local language was a great hindrance in the beginning for
me.

74
 Bibliography
THE BASICS OF COCA-COLA:

Publisher: Coca-Cola Company

Books: -

Author Name - G.C.Beri

Book Title - Marketing Research

Edition Number - Third Edition

Publisher - Tata Mc-Graw Hill

OTHERS BOOKS:-

Author Name - S.p gupta

Book Title - Research

Edition Number - Third Edition

Publisher - Tata Mc-Graw Hill

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