A Summer Training Report On

MERCHANDISING AND ROUTE

PRODUCTIVITY

IN THE PARTIAL FULLFILLMENT OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

SESSION 2007-2009

Supervised by:Mrs.Pushpa H.O.D. MBA

Submitted by:SURESH SINGH MBA-IV Sem.

CONTENTS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Company Profile Research Objective Research Methodology Merchandising and route productivity Marketing Strategy of Coke - Famous ads of Coke Analytical Interpretation Findings and Analysis Field Experience Suggestion & Recommendation Conclusion Limitation of Research Annexure 1-7 8-10 11-14 15-20 21-64 65-67 68-101 102-103 104 104 105 106

- Questionnaire - Bibliography

107-110 111

ACKNOWLEDGEMENT

This project report bears the imprint of many people who were either directly or indirectly involved in the successful completion of this project work. I wish to accord my sincere gratitude to Hindustan Coca Cola Beverage Private Ltd., Najibabad, Distt. BIJNOR for accepting me as Summer Trainee in their esteemed organization. I expressed my sincere

indebtedness to Mr. Israr Ahmad, A.S.M. of coke for his able guidance & active association & constructive suggestions, which immensely helped in the preparation of this project at all stages. I am thankful to Mr. Israr Ahmad & Mr. Rohit Tandan who have given me ample guidance in preparation of this project.

I shall always remember the valuable help given to me by all this associates. Especially Area Sales Manager Mr. Israr Ahmed in giving shapes in this report. I am grateful to Hindustan Coca Cola Beverages Pvt. Ltd., Authorities for throwing their gates open to all facilities & giving me an opportunity to work in a congenial during the course of my involvement in this project report.

(MOHD. ZUBAIR GAZI)

DECLARATION

I, Mohd. Zubair Gazi student of

IIMT

Management College, Ganganagar, Meerut

MBA III-Semester, hereby, declare that the summer training Project Report having the title : Merchandising and route Riding
It is outcome of my own work and the same has not been submitted to any

university/College/Institute for the award of my Degree.

Date:-__________ Zubair Gazi

Place:-__________

Mohd.
MBA III-Sem.

PREFACE

ummer Training in any organization is an attempt to provide the student a practical Input and Exposure to the Real world situation in which he has to work in future.

My training in COCA-COLA was an attempt in this regard. The project work provided to me was a survey titled based on E.D.S.-Every Dealer Survey it was to find out the Effect of Merchandising and Route Assessment on Productivity/Sales, Availability of product, MKT. Condition, Demand & supply of product, Distribution Channel, Cooler display, warm display, across various outlets under 7 distributors in Bijnor District. The Extract of the work is presented in this report under various headings as, Introduction, Companys Profile, Project Introduction, Methodology, Data analysis, Suggestions and Conclusions. This report provides me a chance to study and analyses the practical aspects of the topic (Merchandising and Route Productivity). It enhanced my knowledge in the field of marketing. This project also gave me the chance to improve logical thinking and interacting patterns. While working on the project, we came to know about the latest marketing strategies and trends prevailing in the market. The way of selling and distribution network of Coca Cola was different.

EXECUTIVE SUMMARY

This project high lightens the importance of merchandising and route productivity in the soft drink industry. This project also highlights the promotional activities that were carried out during the launching of the new products and to increase the market share of their existing products. This project deals with the various aspects of marketing and sales. E.D.S. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Advertising is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In E.D.S.

(EVERY DEALER SURVEY) rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In E.D.S. survey While doing the trade in its present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.

Effect of merchandising on sales. Merchandising as a sales promotion tool. Effect of route on productivity/sales. Comparison of different Brands. Contribution of different Brand in market. Packed wise contribution. Brand wise contribution. To check the Display.

 To know the relation ship in Demand & Supply condition To improve in marketing mix To check the cooler purity in outlets and to remove impurity.

To check the POS material display in different outlets across the market.

COMPANY PROFILE
History of Coca-Cola On May 8, 1886, Atlanta druggist Dr. John smith Pemberton (former confederate officer) Invented "coca cola" syrup, It was mixed in a 30 gal. Brass kettle hung over a backyard fire. It was marketed as a "brain and nerve tonic" in drugstores. Sales averaged nine drinks per day. Frank M. Robinson, Pemberton's bookkeeper, was the person who suggested the name "coca cola", which was chosen because both words actually named two ingredients found in the syrup. Robinson also thought that two "C's" Would look well in advertising. The first year's gross sales were $ 50 and advertising costs were $ 73.96. The original formula included extracts of the African kola nut and coca leaves both strong stimulants. "Coca Cola" was one of thousands of exotic patent medicines sold in the 1800s that actually contained traces of cocaine. Coca-Cola was first sold for 5cent a glass as a soda fountain drink at Jacob's Pharmacy in Atlanta Georgia. In 1888, As Griggs Candler bought the company from Dr. Pemberton. Later that same year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of some $50 million. Baseball hall of Famer TyCobb, a Georgia native was another early investor in the company. In 1894, Joseph A. Biedenharn owner of the Biedenharn Candy Company in vicksvurg, Mississippi, first bottled "Coca Cola". By 1903 the use of cocaine was controversial and "coca cola" decided to use only "spent coca leaves" It also stopped advertising "coca cola" as a cure for headaches and other ills.

In 1929 after his death Griggs Candler's family sold the interest in 'interest in "coca cola" to a group of businessmen led by Ernest woodruff for $25 million. Woodruff was appointed president of "coca cola" on April 28, 1923 and stayed on the job until 1955. The name was extended to a new U. S. soft drink, Minute Maid orange.

Coke Brands in Indian Origin COCA-COLA: Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

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

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

DIET COKE : The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the number- one selling low-calorie soft drink in the world.

LIMCA: This is thirst-quenching beverage features a fresh and light lemon-lime taste and a 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, juicy m 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.

KINLEY WATER: This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level.

This is thirst-quenching beverage features a fresh and light orange taste and a lighthearted attitude.

Vision The long-term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India. Through Coca-Cola system resulting in consumer & customer preference and loyalty through Coca-Cola is commitment to them and in a highly profitable Coca-Cola Corporate branded beverage system.

Mission The mission of coca cola in India is:

Increase in shareholder's value over time. To achieve the above by working with business partners to deliver satisfaction and value to customers and consumers through world wide system of superior brand and services thus increasing the brand equity. To achieve the mission the company seeks the contribution from each of the given areas: People working in the company. Commitment of the company. Goals & objectives of the company. Environmental policy. Internal control. Policy & producers.

Hindustan Coca-Cola Beverages Pvt. Ltd In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done far the company. 1. 2. COBO (Company Owned & Operated Bottling Operation). FOBO (Franchise Owned & Operated Bottling Operation). After 1993, when coca cola re enters Indian market, done a lot of changes in the existing system of the soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its own bottling operation in India. In year 1997, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these type of operations. The other type of bottling operation for the company are called Franchise Owned and Operated bottling Operation, to these, the company has given the right to produce the product for the company and to supply with in the territory assigned by the company. Company has no ownership or operational right/control over these. In India Company have 26 COBO and 14 FOBO operations for the production and control of the whole operation in India. These are divided in to various zones that are given in the marketing mix section of this report.

RESEARCH OBJECTIVE Any project work to be carried out in any organization or in any fieldwork in the market has certain per decided and specified objective, which is to be attained. The whole survey or fieldwork is designed in accordance with that objective .The whole survey is broken down in two various parts, which individually contribute to that project's objective. The objective laid down helps to solve the problems that exist in the organization. This problem provides the foundation for the project and the projective. The various things that are to be done in any survey, the various components of the problem and the project objective provide the base for deciding the scope of the project. The scope of the project varies from project to project, the scope are the limit with in which the person carrying out the project has to work. It provides the person various things that are to be done. Under project it is basically the subdivision of the project objective. The project provided me by the company is titled as : "Merchandising and Route Productivity" By E.D.S. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Adventuring is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In E.D.S. (EVERY DEALER SURVEY) rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In E.D.S. survey While

doing the trade in its present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.
Effect of merchandising on sales. Merchandising as a sales promotion tool. Effect of route on productivity/sales. Comparison of different Brands. Contribution of different Brand in market. Packed wise contribution. Brand wise contribution. To check the Display. To know the relation ship in Demand & Supply condition To improve in marketing mix To check the cooler purity in outlets and to remove impurity. To check the POS material display in different outlets across the market.

The data collected includes both the major companies operating the industry, CocaCola and PEPSI. Under the project work the data to be collected through the Questionnaire was basically related to four things - Cooler Purity, Pole Position, Brand Order, Cooler Working Warm & Outside Display, POS Display and Product availability.

Cooler Purity & Pole Position: Here cooler purity means whether the products available in the cooler / fridge is of the same company to which the fridge belongs or of any other company's product is also available. It is measured in the (%) terms i.e. 0%, 50%, 75% and 100% purity. The other thing includes display of the products on the top of the cooler, product inside the cooler on top shelf, 2nd shelf and 3rd shelf. Warm and Outside display: The warm displays represent the display of the product in various packs and flavours inside the outlet, whereas the outside display is the no of crates present outside the store. In the project the warm display is considered according to the various flavors in which Coca-Cola product is available. The COLA brands, non - cola brands, focus brand and water display so considered for inside / warm display. For outline display minimum no. of crates to be present is considered as 4. . POS Display: For POS Display, POS material is material from the company provided for advertising like glow signs, posters, dangles, banners, scheme publicity material, calendars and others POS materials. he data collected through the close ended Questionnaire about the venous heads explained is answered as yes or no for various things weather it is there or not.

RESEARCH METHODOLOGY

Operational SetupThe success of any survey is depends upon resources, quality and timing and integrity of the surveyor who compiles the primary data. So it is a very important task is to manage all the available resources which make impact on the quality of survey. ApproachThe approach behind a surveyor the project varies with the purpose of the survey. Under this report, "quantitative" approach is used which is concerned with the objective assessment of the availability and display that is clearly visible and can be easily quantified. No subjective assessment is involved in this report. PlaceThe survey was conducted at 170 retailer outlet in ( CHANDPUR, BIJNOR) HINDUSTAN COCA COLA BEVERAGE PVT. LTD. NAJIBABAD) Area of survey-

For performing any survey a sample is selected from the population. All the consumers are chosen from different location of the HINDUSTAN COCA COLA BEVERAGE PVT. LTD. NAJIBABAD.

Planning: For a successful compilation and best result within a limited time the planning was must. In this way the first step was to design an appropriate data form we can say it questionnaire that covers all the mandatory areas of information that is to be analyzed. The data form which I was used to collect data was designed by me and my immediate supervisor. Schedule: To achieve the desired goal it was necessary to make schedule of tasks which were handed over to us. So keeping in view the original objective, the content of the schedule was prepared. Then I and my group members collected data from the desired field. Since the data form distribution and collection was an official work so it was a time taking process. In the meantime it was our work to keep in touch with our fields. Sampling Design : Design is the plan, structure & strategy of investigation conceived so as to attain

answer to questions' to survey and to control the variances. According to this project's / survey's purpose the analytical, interpretive/objective design was chosen. Data Collection Method : The two sources for data collection are documentary or secondary and field or primary is used. Because I have to collect the information, which is fickle in nature, the availability and display of the product changes even each and every day, therefore questionnaire is selected as the survey instrument. The forms used for the survey were close-ended questionnaire consisting of various items. I have covered HINDUSTAN COCA COLA BEVERAGE PVT. LTD. NAJIBABAD & took data of different it was great to visit company like "Coca-Cola", season like "Summer" and product like "Cold Drink", combining all the factors together make the sample design for the project very important for the real extract from the market. According to my judgment and to cover all the major areas the sample was selected. The sample size was 100 consumers. Statistical Tools: Representation of statistical data by diagram, graphs, charts or pictures is more effective than tabular representation being easily intelligible to a layman, indeed diagrams is most essential whenever it is required to convey any statistical information to the general public. The more important types of diagram which are use in statistical work are:-

1. Bar Diagram : Mode of diagrammatic representation of data is the bar diagram. In this method bar of equal width are taken for the different items of the series. The length of the bar represents value of the variables concerned.

2. Pie Chart : It is a circle whose area is divided proportionately among the different components by straight lines drawn from the center to the circumference of the circle. When statistical data are given for a number of categories and we are interested in the comparison of various categories or between a part of the whole, such a diagram is very helpful in effectively displaying the data. Sample Size Type of Sampling : : 100 Random Sampling.

MERCHANDISING 1. The exchange of goods for an agreed sum of money 2. Engage in the trade of Definition-A (Webster's) : MerchandisingN. 1. (Commerce) The activities associated with selling products, such as identification of the market, advertising at the right time in the right media, and creating attractive packaging and displays; also, the study of the best methods to accomplish such goals. merchandising - the exchange of goods for an agreed sum of money Synonyms: marketing, selling Definition-B (Encyclopedia) : Merchandising is a marketing practice in which the brand or image from one product or service is used to sell another. It is most prominently seen in connection with films, usually those in current release, and with television shows oriented towards children. Trademarked brand names, logos, or character images are licensed to manufacturers of products such as toys or clothing, who then make items in or

emblazoned with the image of the license, hoping they'll sell better than the same item with no such image. MERCHANDISING STRATEGY (All Services) : Assess your company's overall strategy to win customers, from point of discovery to exploration, testing and validation. Make additional recommendations on retail store efficiencies, cost savings, and overall performance. Assess strategic direction and financial plan of merchandising efforts. Work to develop and implement retail partnering programs (and new product lines), where applicable. Develop in-store events and vendor co-sponsorship programs. Create additional awareness and distribution channels through strategic partnerships leveraging print, TV, radio, live events (tours, festivals, etc.) and more. Where no retention program exists, work with management to rapidly adopt a system to increase repeat purchases, build upon average order size, lower related costs, and maximize customer loyalty.

MERCHANDISING TYPES : Retail Merchandising Visual Merchandising VISUAL MERCHANDISING : Years ago, Visual Merchandising was referred to as Window Dressing because a store's window was the main area where merchandise was displayed. Today the Visual Merchandising team displays merchandise in:

ROUTE PRODUCTIVITY

Many product distributors find themselves with a delivery route system that has "evolved" over the years into - well, let's just say a state of relative inefficiency. When was the last time your distributor operation completed a thorough, bottom-up review of its route system efficiency? When was the last time the entire company was re-routed?

If the answer to these two questions is years, the business may have considerable room for route efficiency improvement.

In a re-route of a product distributor's delivery system, it is commonly-believed that sales

routes need to be developed first - with delivery routes developed later to support sales. The theory driving this approach is that to be a "sales-driven" organization, one must develop sales routes first to ensure the company is matching resources optimally to meet market needs. This approach is unsound and likely results in a route system that is: inefficient from an operations standpoint, and does not optimally meet customer demands.

The delivery system is the most expensive component dealt with in an entire company reroute. Therefore, from a strictly financial sense, it is logical to begin the re-routing process with an optimization of this more expensive component. Sales routes, merchandising routes, etc. can be developed secondarily to match the optimized delivery routes.

Does a Focus on Delivery Optimization Compromise the "Sales-Driven" Organization? By definition, the re-routing of an entire distributor operation requires balance and compromise. While at first glance, an initial focus on delivery optimization may seem to be a contradictory objective to developing a true "sales-focused" route system, the analysis is not so simple.

By ensuring maximum efficiency in the delivery route system, wholesalers free up resources within the organization that can be re-directed into the sales effort. A properly designed and executed re-route can be one of the most important things a wholesaler can

do to increase both its delivery system productivity and efficiency measurements - and to provide financial resources to focus on driving increased revenues in the business.

When was your last re-route? Is your business missing opportunities because of route inefficiencies? How do you know if delivery routes, sales routes, merchandising routes, are optimally-designed?

Delivery operations in a distributor operation primarily focuses on the task of "getting the product to market". Delivery can mean different things to different distributor environments, however. Some distributors view delivery as just that - nothing more than driving the product from one location to another. In other distributor environments, delivery drivers are expected to provide additional services such as the construction of instore displays, the putting up of point-of-sale materials, product rotation, product pull-up, and product facing. In some distributor operations, delivery drivers are, in fact, referred to as Customer Service Representatives (CSRs) which conveys the expectation that drivers will, in fact, provide additional services viewed by the customer as having value beyond just the dropping of product at the back door.

The type and level of services expected by the delivery department will, of course, have direct impacts on issues such as the: - type and quality of individual sought for delivery positions; - methods used for compensating delivery driver positions; - interaction of the delivery driver with other facets of the distributor operation;

- productivity measurements expected and produced.

Delivery Productivity Productivity in the delivery department can be measured in two major ways. One method focuses on asset utilization. A typical measurement providing information on asset utilization is to develop some type of product movement ratio on a per-route basis. The most common product movement ratios are: - unit volume sold per year; - annual revenues; - annual gross profits.

MARKETING STRATEGY OF COKE As millions of rural Indians reach for a cold soft drink in the hottest summer in years, Coca-Cola India seems to have discovered the consumers who could rescue its dismal sales record. Coca-Cola India totally misjudged rural India, home to two-thirds of the country's 1 billion population, when it re-entered the country a decade ago. Yet as the country side emerges as the fastest-growing source of demand for consumer products, the local arm of the US soft drinks giant seems to have learnt its lesson. "We were just not addressing the masses, that were the problem," says Mr. Sanjeev Gupta, Coca-Cola's operations chief. The company's new strategy of smaller bottles, price cuts and advertising that straddles cities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and then ran down, is also recovering spectacularly. The success of Thumbs Up, whose market share is now roughly equal to that of marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in third place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks market. Coca-Cola returned to India after being kicked out by the government in the mid-1970s. It paid a high price for the then market leader, Thumbs Up, and tried to kill it off in the mistaken belief that this would pave the way for CocaCola's rise. Extravagance, unoptimistic and naive reading of the market and mismanagement of its new bottling assets led Coca-Cola to write down Rs.2000 crore of its Indian assets in 2000. The greatest indignity is that India is one of the few markets where Pepsi has outsmarted Coca-Cola.

"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That makes its recovery all the more remarkable." says Chairman of business consultant AT Kearney India. Coca-Cola's Indian management, now stable after recent flurry of departures, persuaded the US parent to persist with India, and won $100 m to fix problems such as poor distribution. Its Atlanta headquarters was won over because of India's potential. India's per capita consumption of carbonated drinks is less than hall the level in Pakistan and about 8 percent of China's. argued that closing the gap would only come by chasing the rural consumer. "We had to address the 75 percent (that lives in rural areas) and not just the 25 percent (in cities) and that meant using small-pack innovations," says. "The only consumer goods companies that make it in India are those that sell micro-sized products at low prices." Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.5, half the price of a conventional sized bottle. To achieve a return on this "low margin, high volume" strategy. Coca-Cola had to shrink its ballooning costs, while raising output in a market growing at just 8-9 percent per year. Coca-Cola added 30 assembly lines, including five plants; cut costly staff; revamped transport; shrunk bottles and made them lighter and packed in smaller crates to increase a truck's carrying capacity; added distributors and expanded the number of outlets in towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in" retailers in villages of at least 1,000 people connected to usable roads. One method was to help those with no savings or access to formal credit to buy their costliest asset: a fridge. The company negotiated big discounts from fridge

producers, placing an order equivalent to two months' output of the domestic fridge industry. Discounts were passed on to the retailers, cutting the average purchase price by Rs.3,000 more than three months' wages in a village. Finally, Coca-Cola dumped a global advertising campaign that was irrelevant to the Indian market and adopted one featuring Bollywood stars. "The campaign is finally speaking to the right market." says marketing consultant Mr. Jagdeep Kapoor. The adverts also loudly proclaimed the Rs.5 price benchmark, meaning retailers could not overcharge. The re-localization of Coca-Cola : A glance at the 1999 Annual Report of The Coca-Cola Company leaves you with a strong impression of two words that seem to be very deeply-etched in every statement made by the company - 'Consumer* and 'Localization'. The Chairman Douglas Daft states in his address to shareholders that, " If there's one thing that I've learned in my 30 years at Coca Cola it is - Think locally and act locally." Coca -Cola's localization drive appears to be partly spurred by the adverse impact on the image of the company, due to the various issues that cropped up last year in different parts of the world. Like the product contamination in Belgium and France, the problems with regulators in Europe, the racial discrimination lawsuit in United States. In a recent article in The Financial Times, Mr. Daft talks of how Coca-Cola whose basic success emanated from its strength of being a 'multi-local' business relying heavily on the insight of local business partners, quite forgot the secret of its success and

veered on the path of centralization. He has staled in this article that Coca-Cola wandered off the right path and endured a year of dramatic setback, by ignoring the changing global scenario and continuing to believe that a strategy that was once successful will always yield results. As he puts it "As the Century was drawing to a close, the world had changed, and we had not. The world was demanding greater flexibility, responsiveness and local sensitivity, while we were further centralizing decision making, standardizing practices and were moving away from our traditional 'multi-local' approach". The company in the 80's and 90's had focused on centralizing its operations for enabling effective management of a vast global enterprise that was being spread over 200 countries. It has now woken up to the fact that the world is changing very fast today and that a localized management that can quickly respond to the challenges and needs of the relevant market will be critical to success, rather than a unified management at the center. And that is precisely what Coca-Cola has set out to do. It appears to be handing out a greater degree of freedom and responsibility to the frontline managers in their respective areas of operations. It has decided to cut jobs and convert itself into a leaner structure. In India too, the complex holding structure has been broken down and converted into a simplified structure. A single holding company Hindustan Coca-Cola Holdings Pvt. Ltd and one downstream subsidiary - Hindustan Coca-Cola Beverages - formed by the merger of 4 bottling subsidiaries of Coca Cola and that of Schweppes now operate in India. The parent has performed a comprehensive review of its Indian bottling operations and has announced that it will be writing off $400mn worth of assets in India in the first quarter of this year.

The meeting hosted last week by the company to update investors on its business strategies and outlook for the future also sang the same tune of how members of the global Coca-Cola management team are implementing their "Think Local Act Local" philosophy. The company's focus, according to the management, will be to encourage higher consumption of non alcoholic beverages and the Coca-Cola brands in every country. This will be achieved through an intense focus on consumers, communities, customers, the Coca-Cola system and Coca-Cola people. The Consumer focus strategy involves using innovative and tailored marketing programs based on local consumer insights to enable the company to keep growing. "We want to ensure that we have a tailored nonalcoholic beverage portfolio in every community that touches consumers in locally relevant ways." states the annual Report of the company. It gives the example of the company's innovative marketing strategy in India, which leveraged on the Diwali Festival and the entrenched family values in the Indian society to connect to the Indian consumer at a personal level. In Mr Daft's words "The 21st Century has taught us one important powerful lesson - that the next big evolutionary step in going global has to be going local".

Marketing Mix and Strategy: Marketing mix of any organization consists of 4 P's i.e. product, price, place and promotion having its own significance, which 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 flavors given in the table. Product strategy of the Coca-Cola is to promote all the brands available in all the brands packs and to introduce the product in new flavors and. even new product. Regarding this Kinley soda is introduced. Fanta.. 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: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone. These zones are divided in to various, plants, which govern the area assigned to them. The areas are the various distribution centers called distributors and

C&F agents. Then comes the retailers/customer for the company's product, they receive goods from distributors and C&F agents. Finally consumer is there, having the product from the customer's shops or delivered to their home, it is more clearly visible through this chart. The Coca-Cola Company, which gave its reach to the mouth of billions 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 part 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 TV ads, design of banners, and other POS 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, sales 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.

COMPETITORS : Since there is only one major competitor of the Coca Cola i.e. Pepsi. There is some information about the Pepsi Company. Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of Pepsi Co. Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co. Beverages and Foods at North America also comprise Pepsi Co`s Tropicana, Gatorade and Quaker Foods businesses in the United States of America and Canada also. Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is the number one brand of bottled water in the United States, Dole single serve juices and some, which offers a wide range of drinks with herbal ingredients. The company also makes and markets North Americas best-selling, ready to drink iced teas and coffees via joint venture with Lipton and Starbucks, respectively. Pepsi Co, Inc. is one of the worlds largest food and beverage companies. The companys principle business includes: Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Quaker Foods

Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the QUAKER Oats Company, creating the worlds fifth largest food and Beverage Company, with 15 brandseach generating more than $1million in annual retail sales. Pepsi Co's success is the result of superior products, high standards of performance, distinctive competitive strategies and the high level of integrity of their people. Soft drink business is built on two pillars - Brands and Distribution. We present below comprehensive conceptual coverage of these and other key marketing concepts 1. 2. 3. 4. 5. 6. 7. Branding Valuation of brands Distribution Marketing Market Research Market segmentation and positioning Advertising and promotions

1.

BRANDING :

What is a brand ? A brand is name, term, sign, symbol or design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors' A Trade mark is "a brand or a part of brand that is given legal protection because it is capable of exclusive appropriation." Manufacturers can use their own brands (known as Manufacturers' brands) or brands of their distributors (Distributors' brands). Why branding? Manufacturers/ distributors use brand names for a variety of reasons from simple identification purposes to having legal protection for unique features of the products from imitations and help consumers recognize certain quality parameters. In some cases, brands are just used to endow the product with unique story and character which itself can be a basis for product differentiation. Special importance of brands for soft drink products While brands can represent all types of goods or entities, they have special importance for products. Brand equities are stronger in soft drink products as the

consumer is reluctant to try unknown brands/ unbranded products for the following reasons These products individually account for a small part of household spending. Most of these products are for personal use. In many cases, it is difficult to differentiate a product on technical or functional grounds and therefore the consumer is reluctant to switch to an unknown brand. Successful brands generate strong cash flows, which enable the owner of the brand to reinvest a part of it in the form of aggressive advertisements/ promotions. This reinforces the perceived superiority of a brand. How a brand is created? Soft drink companies spends enormous sums on building a brand equity by way of advertisements/publicity free samples -low entry price promotions (schemes for dealers, consumers etc) Advertisement and promotion can induce trials but for sustained loyalty, the manufacturer has to offer superior quality and value for money. Most successful brands are founded on a chance discovery of a new product/ process or assiduous research and development work. Major players invest in R&D on their existing brands and improve the product quality continuously to maintain their edge over competitors.

Branding strategies : a) Individual brands Vs Umbrella brandsIndividual brand has its own identity and the corporate or common name is not used to promote its equity. In case umbrella brand, there is a generic brand with association of some values. For instance, Hindustan Lever follows individual branding strategy and has several brands in the same category such as Lux, Liril, Rexona soaps etc. Competitor Nirma has mainly followed the umbrella branding strategy such as Nirma Bath, Nirma Beauty, Nirma Super, Nirma Shikakai soap etc. Only recently, the company for the first time diverted from its strategy of umbrella branding with the launch ofNima. Advantages of Individual branding strategy are Some of the products which flop in the market do not have negative spill over impact on other brands. For example, Nirma is associated with popular end of products, which becomes a major deterrent for its expansion in the premium segment. Consumers looking for a change are offered distinctly new brands by the same manufacturer. But individual branding requires expensive advertisements and brand building exercises. Also, each new brand does not benefit from the positive perceptions of earlier brands. In umbrella branding, manufacturers have advantage of

Establishing a new product quickly with association of quality/ benefits of the mother brand, (a classic case in Indian context has been Godrej)

No need for name research, expensive advertisement for creating brand names, recognition and preference.

b)

Brand extensionsBrand extensions are used for a group of products such as Clinic Plus Shampoo,

Clinic All Clear, Clinic Plus hair oil or Close Up Renew, dose Up Oxyfresh, Close Up Sensation, etc. The brand has some unique USP and there are cosmetic/ functional variations in the extensions. The strategy is to build upon initial success of a brand entry by creating flanker items and minor variants of the basic brand. Brand extensions may be used within product categories (In some products like shampoos, there can be natural variants such as shampoo for normal hair, dry hair or for specific problem solving like anti-dandruff). It may also be used for different product segments (e.g. Suns ilk brand being extended to hair oil) c) Multi brandsMarketer introduces brands mostly in large markets, which compete with each other in almost the same segment. In multi branding, there is cannibalization but overall result is greater market share. Net incremental market share is enough to justify the investment in the new brand. For instance Hindustan Lever has several brands (Lux, Breeze, Hamam, Rexona, etc) in the same category i.e. toilet soaps.

Accounting for brand expenses : Expenses incurred by way of advertisements, free samples, promotions etc are treated as revenue expenditure by accountants, as they do not create any tangible assets. The intangible assets created in the form of a brand pays back in the form of repeat buying and pricing power over a long period of time. An established brand is a precious asset and when sold, fetches a price several times the value of tangible assets required to manufacture the product. There is no generally accepted methodology for valuing and accounting for brands. Also, all methods recommended for valuing brands suffer from lack of objectivity and consistency. There is considerable risk as expenses incurred on a unsuccessful brand has to be written off almost entirely. But the same are paid back several times in case of successful brands. In case of FMCG companies, assets are considerably understated as they do not include value of brands. Inclusion of brands in assets will dilute return on net worth reduce gearing ratio.

It can be argued that high return on net worth shown by established companies is overstated as assets (i.e. Brands) are understated. Similarly, in case of companies in investment phase, making extensive investment in new brands, would exhibit depressed return on networth as investment in brands is being written off, pulling down the profits. Some companies defer writing off a part of the expenditure for brand building. The expenditure not written off in the year is treated as deferred revenue expenditure.

2.

VALUATION OF BRANDS : Value of a brand is represented by the incremental cash flow resulting from a

product with a brand versus a product without a brand name or with weaker brand name. Brand valuation is a complex process and involves a lot of subjectivity. There are no widely accepted techniques of brand valuation. There are several considerations which cannot be standardized or quantified such as To pre-empt competition from taking over a brand Synergy with the company acquiring existing brands/ businesses Strategic entry into a new product category Prevent damage to existing brands. Many a times stiff competition results in price cutting, aggressive promotions, lower margins for all the competing brands. Confidence in the acquirer of the brand to rejuvenate a languishing brand.

Value of an acquired brand : In case of an acquired brand, price paid for the brand over and above the value of tangible assets, represents value of the brand. For accounting purposes consideration paid for the brand is typically broken up as follows: Goodwill Trademark and patents

Technology and know-how Non compete agreement Some of the popular methods for valuation of brands are discussed below Bert technique (Intra-brand Pic) values brands based on following factors. It gives scores on each factor and values the brand as multiple of sales/ earnings based on the aggregate score. USP's of the brand Stability of the brand Markets namely the industry in which the brand is in use. International of the brand commanding a higher weightage than a local brand. The long term trends of the brands Brands receiving consistent investment are more valuable. Legal protection commanded by brands through registration and trade mark laws. Quality of support received by the brands. Cost basis - The valuation is done by aggregating all costs incurred on a brand from the conception stage. These costs include market survey, research & development, launch and subsequent advertising expenditures. These costs are adjusted for inflation and present values are calculated. Then adjustments are made to provide for discount in case of a declining trend in the product life cycle or premium in case of ascending trend in market share and product life cycle.

Market value - Valuation at market price (the best bidder quote) can be at divergence from the fundamental value of the brand. For instance, a large company may pay an abnormally high price to protect its major brand or remove a nuisance from the market or derive synergies in its existing business. Such valuations are subjective. Earnings model - In this method, valuation is done by identifying, separating and quantifying earnings that can be attributed to the brand and capitalizing these earnings at a suitable discounting rate. The multiple would depend on several factors such as category growth prospect, emerging competition and brand's relative position, edge in terms of technology, strength of loyalty to the brand etc. 3. DISTRIBUTION : Marketing or Distribution channel refers to the set of marketing intermediaries which manufacturer's link together to reach their products to the ultimate consumers. Depending on the product, nature of market and manufacturers' resources/strategy, there can be one or more links between the manufacturer and consumer. Manufacturer Retailers Manufacturer - Wholesalers Retailers Manufacturer - Stockists - Wholesalers - Retailers.

Why use distribution channelsThere are several benefits for a manufacturer particularly in case of consumer goods to rely on these marketing intermediaries rather than develop one's own distribution network. Efficiency in performing the basic marketing task by these intermediaries who through their experience, specialization, knowledge of local conditions, contacts and scale, offer services. Which manufacturers can scarcely do on their own. Cost advantage most of these intermediaries in India are family owned outfits. Their cost of operations and overheads are substantially lower. Focus: Manufacturers can concentrate on their core activity and optimize return on assets. Retailing : In India, there are over 5 million retail outlets dispersed all over the country. The retailing industry provides employment to over 18mn people. 1 out of every 25 families in India is engaged in the business of retailing. Ownership and management are predominantly family controlled. However in sharp contrast to developed countries, unit average size of a retail outlet in India is very small. Organized retailing, however, has been a recent phenomenon and is relatively undeveloped. There are no large super market chains/ shopping malls. Consumers are unwilling to pay a premium for convenience shopping as their counterparts in the western

countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which offer products at reasonable prices, have been fairly popular, Department Stores and Food Stores are slowly gaining popularity. A large number of corporates have recently ventured into retailing. The retail outlet in India can be broadly categorized as follows: Grocery stores General purpose stores Food stores Pan bidi shops Chemist/ drug stores Cold chains The relative share of grocers dropped from over 50% in the early 90's to 35% in the late 90's. Chemist outlets on the other hand, have been expanding their product range to include high margin FMCG products from shampoos to ketchup. Pan-wallas are also emerging as full fledged consumer product outlets.

Table : Growth in retail outlets (m nos) Year 1978 1984 1990 1996 Urban Rural 0.58 1.76 0.75 2.02 0.94 2.42 1.80 3.33 Composition of urban outlets 34.7% 4.0% 6.3% 6.6% 14.4% 17.0% 17.0% Total 2.35 2.77 3.36 5.13

Grocers Cosmetic stores Chemist Food Stores General Stores Pan stores Others

Composition of rural outlets Grocers Cosmetic stores Chemist Others 55.6% 13.5% 3.3% 27.6%

04.

MARKETING :

Direct marketing : In direct marketing manufacturers reach the consumers directly. Direct marketing can be undertaken in several ways such as mail order, own retail outlets, mobile vans etc. A new innovative approach to direct marketing viz multilevel marketing is becoming

increasingly popular. Also gaining ground slowly is E-tailing i.e. selling products through the internet. Multilevel marketing model : Multi level marketing refers to direct marketing through an ever-increasing number of direct distributors. Independent distributors sell products directly to the consumers and appoint new distributors and train them. The distributor earns commission at two levels; one is his/ her own commission and two a proportion of commission earned by other distributors appointed by him/ her. None of these distributors are employees of the company. Distributors are not allowed to sell these products to retailers. The company saves about 25% of realizations by eliminating retail channel, which is shared with distributors. The company insists that the distributors should take prior appointment with the consumer. Personal interaction is not only convenient but adds value as customer get valuable advice on the product and how to use it. This helps in creating awareness and removing misconceptions like cosmetics are harmful for the skin. Direct marketing (multi level approach) in persona care products is extremely popular abroad. In Brazil, about 60% of personal care products are sold through direct marketing. In India, direct marketing has been slowly growing. Word of mouth has a strong impact on purchase decision of a consumer, specially in personal care and

cosmetic products. Direct marketing has mainly been undertaken by the new MNC entrants (notably Oriflame, Avon). Hindustan Lever has also recently launched a new personal product brand Aviance which is sold directly to consumers exclusively by trained beauty specialists. Direct marketing has also been extensively used in marketing of household appliances like Vacuum cleaners. However given the widely spread geographical area in India, direct marketing cannot be easily used to build an extensive national reach and is more likely to be used as a supplementary channel. 5. Market Research : Market research activities encompass studies on market characteristics measurement of market potential and size, market share analysis, competitive products, new products acceptance/ product preference, sales (region wise, consumer wise etc) analysis, short/ long term sales forecasting, advertisement effectiveness post-shipment data (actual shipment by manufacturers), retail stores audit (actual sales at sample outlets) trade feedback and distribution, brand recall, point of sale material etc.

It requires skilled people for data collection as well as analysis. Several large consumer companies have in-house MR department. Most others retain specialized and professional MR agencies. The significance of market research has increased considerably in the recent times as Size of operations of major players has increased to national and international markets. Marketing executives are physically away from the market and hence the need for flow of information. In the environment of increasing competition and multiple products competing for consumers' preference information about the market has tremendous utility. Information is required for segmenting the market and appropriate pricing and positioning of the products.

Market research approach : Typically, a market research activity involves the following 5 steps, Problems definition This forms the basis of research and failure to identify the problem precisely will result in finding a correct solution for a wrong problem.

Research design: The next step is to set out objectives of research clearly, determined data collection methods to finalize research instruments and sampling plan. Field work: After finalization of research design, the actual data collection begins. It can be done by the agency on its own or through subcontracting to third parties. Data is collected by questionnaires/ direct interviews, telephonic interviews, simple observation etc. Data analysis: The next step forms the heart of research activity. It involves extracting meaningful information from the data collected and analyzing the information statistically and also from business perspective. Statistical techniques include simple/ multiple linear programming models, time series, exponential series, regression analysis, simulation, Marko chain process etc. Report preparation: The final step is to prepare a report, present major findings in a manner amenable to managerial decision taking. There may be some follow up and revalidation required.

Test marketing : Test marketing refers to testing out product and marketing mix with a small number of well chosen consumers which are representative of the target segment. Test marketing is frequently used by consumer companies, in contrast to industrial companies which prefer feedback through informal channels. Test marketing improves knowledge of

target consumers, potential sales and is an effective tool to pre-test alternative marketing plan. In most products, it is important to check trial rates as well as re-purchase rates. Consumer's panels : Consumer panels refer to a set of consumers with different demographic characteristics (so as to be representative of target population) who agree to co-operate in market research, typically for a consideration. Market research agencies and companies try to collect information on buyer's characteristics by introducing a new product to the consumer panels. The firm estimates trials as well as the repeat purchasing by this method. There are statistical models to forecast market shares, demand, brand switching etc. 7. ADVERTISING AND PROMOTION : Advertising consists of non-personal form of communications. The

communication is conducted through trade media under player sponsorships. Advertising aims at providing information about the product arouse demand for the product and emphasize on superior features of the advertised product over others. Players have to decide on overall advertisement budget, message and mode of presentation, type of media, timing etc. They invariably do post audit of advertising efficacy. Promotions are of two types viz. pull promotions where consumers are incentivized and push promotion where dealers/ retailers are incentivized. There are several forms of promotion such as distributing free samples, discount coupons, gift offers for consumers and target based incentives and display schemes etc for retailers.

Marketers also sponsor charity programmes, sports etc to promote corporate/ brand image. Consumer demographics : Get a feel of the Indian consumer markets. Data on population, states, income levels, penetration, media reach and more PopulationMetropolitan cities States - Rural and Urban Population distribution (Religion-wise) Population distribution- (Language wise) Dispersion by population strata Population distribution age-wise Occupation-wise distribution Population projections Demographic projections (Age-wise)

Indian StatesPopulation - Rural and Urban Number of villages Per capita and net domestic product Literacy

Media ReachPopulation - Rural and Urban Urban Rural State-wise- (Urban & Rural) Demographic Profile Socio-Economic class

Education wise (Urban & Rural) Age Group (Urban & Rural) Media Reach - Satellite Penetration (Urban + Rural) Media Reach - Satellite Penetration (By region) Media Reach - Satellite Penetration (State wise)

Penetration of Consumer ExpendablesPenetration rates - Rural & Urban Penetration rates Urban Penetration rates - Rural

Key statisticsIndicators of economic growth Key statistics of Indian Economy Demographic profile of India Snap shot of India I Private consumption expenditure on foodPFCE: Food, Beverages & Tobacco PFCE: Food PFCE: Cereals & Bread PFCE: Milk & Milk products PFCE: Coffee, Tea & Cocoa PFCE: Beverages, Pan & Intoxicants PFCE: Beverages PFCE: Tobacco and Its Products DISTRIBUTION MANAGEMENT Distribution management is a logistics control process that applies situational understanding from both the operational and logistical common operating pictures in order to dynamically control and synchronize the flow of materiel through the distribution pipelines, including retrograde and lateral distribution. The last part of the definition - retrograde and lateral distribution - is critical to future success and is often overlooked in distribution management schemes. Our ability to move materiel in any

direction through the pipelines provides an economy of effort that actually becomes a force multiplier. In this manner, distribution management becomes a key enabler of logistics transformation, by reducing materiel requirements to only those that are needed and by leveraging stockage positioning to reduce the total cost of sustainment. Distribution Management: - When you're operating multiple plants over a large geographical area, knowing exactly what you have and where it's located can be a tremendous competitive advantage. Frontier's Distribution Management components allow you to access real-time inventory and shipping information across your enterprise, as well as historical audits that can help with planning for the future. With Frontier, you'll always know your inventory requirements and availability for every product, at every plant. You can instantly find transit status for parts and finished goods. Frontier helps you plan more efficient truck loading and shipping routes. You'll also enjoy shipping and billing that is tightly integrated from the initial sale through Accounts. A definition of dynamic control is also required before we go further. Dynamic control is the distribution manager's ability to rapidly set and change priorities and modes of transportation in response to the war fighter's requirements. If Quartermasters cannot dynamically control the delivery of supplies and materiel, we remain at the mercy of the transportation system and will be forced into the comfort and expense of a stockagebased supply system.

DISTRIBUTION MANAGEMENT PRODUCT MODULES Advanced Forecasting Advanced Pricing Advanced Stock Valuation Agreement Management Bulk Stock Valuation Enterprise Facility Planning Inventory Management

DAILY SHIPPING ACTIVITIES AT COCA-COLA BSR(Bonded storage area) 1. 2. 3. 4. 5. 6. 7. Daily report Physical stock verification Full movement report RG 1 Leakage and Breakage Report Stock covered with tarpaulin Shipping office house keeping EMPTY1. 2. 3. 4. 5. DPG1. 2. 3. Physical stock verification 2. DOD & BOD Report Housekeeping of DPG Check for pending ERA Breakage report Physical stock verification Breakage handing over to store House keeping of empty yard

INDIA DIVISION The Head quarter of India is at Enkay Towers, Udyog Vihar,Gurgaon.Coca Cola became 3rd largest FMCG from zero in India in just 8 years. There are 40 producing units across the country. There are 5 regions in India viz., North, South, West, East & Andhra Pradesh. The company operates in two types of Bottling operations viz., 1. COBO (Company Owned Bottling Operations) - In COBO, the Company owns the unit and is a property of India. 2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by Bottlers, who are given license by the Company to bottle its products on their behalf. THE NORTH REGION : The headquarter of Northern Region is at JMD Towers, Regent Square, Gurgaon. It comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units. It has 9 production units viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka Depo, Jammu, Delhi FOBOs & East-West UP FOBO. It is the largest region in India with 1313 employees.

.. PRODUCTS OF COMPANY It has brown colour with high content of C02 (Carbon di-oxide) which makes its COLA flavour heavy. It is available in different volumes in market like : 200 ml glass bottle 300 ml glass bottle 600ml pet bottle 1 Lt pet bottle 1.2 Lt pet bottle 2 Lt pet bottle. 200ml Tetra Pack. It has dark brown color with very high content of CO2 which makes the Cola flavor is very strong. It is available in different volumes in market like: 200 ml glass bottle 300 ml glass bottle 600ml pet bottle 1 Lt pet bottle 1.2 Lt pet bottle 2 Lt pet bottle. 200ml Tetra Pack.

It comes in many flavours like orange, with light content of CO2 that makes its make its flavour delicious. It is available in different volumes in market. 200 ml glass bottle 300 ml glass bottle 600ml pet bottle 1 Lt pet bottle 1.2 Lt pet bottle 2 Lt pet bottle. 200ml Pack.Limca has light grey colour with light content of CO2 that makes its flavour tasty. It is available in market in following packs of quantities: 200 ml glass bottle 300 ml glass bottle 600ml pet bottle 1 Lt pet bottle 1.2 Lt pet bottle 2 Lt pet bottle. It is colourless with packing in green coloured bottle. It has normal content of CO2. It has a nice flavour available in market in following packing: 200 ml glass bottle 300 ml glass bottle

600ml pet bottle 1 Lt pet bottle 1.2 Lt pet bottle 2 Lt pet bottle. It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its

available packing in market are: 1. 2. 3. 4. 250 glass Bottle 200 ml Tetrapack 600ml Pet Bottle 1.2 Lt. Pet Bottle It is a newly launched brand of Coca Cola It is actually a (MMPO) Minute Made Pulpy Orange, which is very easy to prepare by mixing water in it. It is available in three flavours viz., mango, lemon & orange and its packing in the market are: 1. 2. 25gm packet 200 gm packet

Soda- It is colourless & available in market in 300 ml glass bottle in the market. K -Water it is a mineral water available in following volumes in the market:

1. 2. 3.

500 ml pet bottle 1 liter, pet little 2 liter, pet little DEPARTMENTATION IN Hindustan Coca Cola Beverages Pvt. Ltd. The Hindustan Coca Cola Beverages Pvt. Ltd. Najibabad, Distt. BIJNOR Unit is divided into many departments for their smooth working. The Plant is basically COBO for 250 ml, Maaza manufacturing only and rest of the products are sourcing from other its COBO & FOBO unit. All the departments and their workings are briefly described as follows: FINANCE : Finance department performs the activities in management of Accounts Receivables, Claims and expenses, Fixed Assets management & their depreciation, Transportation, arrangement of raw material as through supply chain, computer networking management, Taxation, etc. Above all these functions checking authority verifies all these activities and approves it for final actions. HUMAN RESOURCE (HR) HR department works in Recruitment & selection, Training & Development, Performance Appraisals, objective setting leading to management Incentive plan, wages & salary administration, Disciplinary Actions, Statutory compliance, ISO documentation, assisting in civil & criminal litigation, handling of contract labour .

And worker related issues, employee welfare, community development projects, policy implementation, internal & external environment etc.

PRODUCTION The manufacturing of different types of Brands of soft drink comes under the Production department. It comprises the process of Water Treatment, Syrup preparation, Container Washing, Mixing & Proportioning, Filling & Crowning and then the Final Inspection of the product.

SHIPPING This department is also termed as Dispatch Section. Goods are received and dispatched from shipping. It works in receiving of products from other unit, transferring of fulls from production, Inventory Management of finished products in First In First Out (FIFO) method, dispatch of finished goods to distributors, empty received and dispatch to other units. SALES & MARKETING Sales department takes care of placement of all brands in right proportion in right time at right place. Sales executive always dispatches in proportion of empty receiving

and payment terms. The main aim of this department is that all the brands should be at distributor's end and must not be any deficiency of any brand. All the activities that help in enhancing the sales come under marketing. In this, company gives glow sign boards to distributors, Table, chairs & Umbrellas, advertisements, T-shirts, Caps, posters, banners, seasonal schemes, product keeping containers like Fridge, ice-box etc. STORES All kinds of material are handled in stores either it can be of raw material for production or materials used in the office. A proper sequence is followed. At very first, Purchase requisition is prepared by each department and then materials are purchased form the fixed vendors after this the material are distributed as per the requirement. In broader terms, we can say that the activities performed in this process are receiving of materials, issuing of materials, rejection handling, scrap handling.

QUALITY ASSURANCE (QA) QA department ensures the total quality in each and every aspect of the organization. This quality is not only concerned with individual department like production of goods but it is concerned with every functioning of the organization such as hygiene in the organization like providing the nutrias food from the canteen, cleanliness in the bathrooms, not polluting the environment, etc. One of the major functions of QA department is pre and post manufacturing tests which ensures zero defect so that consumers can get right quantity and quality of products. All the procured materials have to undergo a rigorous quality check. Even before procurement the quality of the material has been ensured by the sample check of material. OBJECTIVES 1. Total Cost - The first and foremost objective is to bring down overall cost. The costs involved in Logistics Operations:a. Transportation of supplies to the plant and distribution of finished goods through distribution system. b. c. d. e. Processing customer orders. Packaging. Providing customer services. Maintaining warehouses.

These functions are directly not responsible for sales. But they do support the sales activities. So, the total cost approach refers to evaluation of all logistics cost

expanded for any given sales revenue. By using the cost approach the manager would try to maintain total logistics cost as compared to the historical performance of the firm and in comparison with other firms of the same industry. 2. Sub-Optimization - It is a term applied to a situation in which one department's objective or function is optimized without considering the affect of action on other departments. The goal of logistics is to manage the system to provide designated levels of manufacturing supply service at the least possible cost. 3. Cost Trade-off- This occur when a change in destination system causes some costs to increase and other cost to decrease. 4. Customer Service - Elements of Customer Service are :a. b. c. d. On time delivery. Proper handling of merchandise. Quantity assembled should be according ti invoice. On time service which includes after sales service, etc.

TRANSPORTATION LOGISTICS The distribution function has to perform two functions: it has to generate demand for the product and secondly, it has to make sure that demand thus created is matched by adequate and time supply. While all the members of the channel will have to take part in dual functions, the transporter has primary responsibility. A logistics plan can be drawn by considering the following points: 1. What are the alternative modes of transport, viz., road, rail, air, etc. available for transporting the goods from the point of manufacture to the point of purchase? 2. 3. What is the mode which is optimal from the standpoint of total distribution cost? Is there any need for warehousing arrangements, keeping in view the product and marketing characteristics'? In fact, the first two points are important enough to be considered even at the time of selection of markets. The non-availability of required type of transportation facility can outweigh all other marketing advantages that a company may have. The perishable nature of product demands that must reach the consumers within the shortest possible time. Therefore, unless the potential markets are served, delivery of such items cannot be undertaken. To consider the second aspect, namely, selection of the appropriate mode of transport, it is necessary first to identify the elements that taken together constitute the

total distribution costs. In a study carried out in the US it is found that the total distribution costs are allocated over the various components in the following proportion: Administration Transportation Receiving and Shipping Packaging Warehousing Inventory carrying costs Order processing 11.0% 29.4% 7.8% 11.9% 17.0% 17.04% 5.5%

The proportion obviously will vary form product to product, but all the cost components, with the sole exception of warehousing, will have to be considered for determining the total distribution costs of each and every product. It is, therefore, obvious that the selection of the mode cannot be taken only on the basis of the freight element, which at best will be only an important segment of total distribution costs. But the decision will depend on the total incidence of costs for alternative modes of transport. In general, the criteria that should be taken in mind in deciding on the proper modes of transport are: cost, speed, frequency, reliability, safety and appropriateness with regard to the product.

FACTORS AFFECTING CHANNEL DECISION : a. Unit Value- In general, direct sales are preferred for items of high unit

value and wholesalers are approached for items of low value. b. Bulk and weight- If Bulk transportation is possible, direct exporting is

preferred.. c. Technical nature- Technologically, complex and specialized products are

usually sold direct. d. Perish ability- The more perishable the product, the shorter should be the

channel. Leasing is usually adopted for technologically perishable products. e. f. Standardization- Indirect channels are possible for standardized products. Stage of market development- New products are promoted by direct

sales. Indirect channels may be adapted for established products.

LOGISTICS IN coca cola : 1. The Company in Hindustan Coca Cola Beverages Pvt. Ltd. Najibabad, does its business in full fledge between March and June in Western U.P. Approx 60% of the business of the year is done in these 4 months of period. 2. The Company's 80% of business depends on Returnable Glass Bottles. Company always try to receive same amount of empty bottles as it has been dispatched to distributors because if the organization will not do so then its production will hamper and that ultimately effect the sale.

3.

Company always sends two-way vehicles instead of one-way vehicles. The concept of two-way is that the vehicle will distribute the full bottles to distributors and return back by taking empty bottles from them. The one-way vehicles cost much higher than two-way vehicles and are also

returned to enable further production. This is beneficial for both Company and Distributor because company gives glass bottles and crates on loan to distributors and their money is returned after receiving the bottles in the plant. 4. The Company pays freight according to Distance & Load. It has a policy of paying freight according to Load Slabs & Destinations, (a table is given below showing hypothetical rates Load - wise).

Coca-cola In India

Famous Ads of Coke

Famous Ads of Thums-up

Famous Ads of Sprite & Limca

Famous Ads of Maaza

Table- I Prefer to have cold drinks

Response Yes No Total

No of Respondent 100 00 100

Percentage ( %) 100% 00% 100%

Analytical Interpretation:
The given Chart & Table show that the most no. of respondent like to take cold drink because it gives the full satisfaction in the hot and humid day. It was found that 100% of respondent likes to take the soft drinks and 00% respondent dont want to take cold drinks. The people who donts prefer are because of their taste and preference. They are of the perception that Lassie and Nimbu pani are beneficial than the carbonated soft drinks.

GRAPH-1

Prefer to have cold drinks

100%

0%

Yes No

Table- II Consumption of cold drinks in a day

Response (Time a day) Less than 2 24 More than 4 + Total

No of Respondent 54 35 11 100

Percentage (%) 54% 35% 11% 100%

Analytical Interpretation:
The given diagram & table show the frequency of taking cold drinks in a day. It was found that 54% of respondent takes the less than 2 cold drink a day, 35% of respondent takes 2 4 cold drinks a day. And 11% of the respondent likes to takes more than 4 cold drinks in a day. The people who consume more than two cold drinks have a habit of a high consumption. For them a change in price doesnt changes their demand to a great extent. They also maintain a brand loyalty in the brand they are regularly consuming.

Graph II
Consumption of cold drinks in a day

60 50

54

35 40 30 20 10 0 11

Less than 2

24

More than 4 +

Table- III Preference of flavours

Flavour Cola, Thumps Up Clear Lemon Orange Lemon Juice Total

No of Respondent 41 26 21 10 02 100

Percentage 41% 18% 13% 10% 18% 100%

Analytical Interpretation:
The given graph & table show the most popular flavour in cold drinks is Cola. It was found that the 41% respondent likes the Cola Flavoured, 21% of respondent likes the Orange flavoured, 26% of respondent likes the citric flavour, 10% likes the lemon flavour and only 2% likes the other flavoured.

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

41%

18% 13% GRAPH-III 18% Preference of flavours 2%

Cola, Thums Up

Clear Lemon Orange

Lemon

Juice

Table- IV

Preference of Brand name

Response Yes No Cant Say Total

No of Respondent 56 39 05 100

Percentage (%) 56% 39% 05% 100%

Analytical Interpretation:
The graph & table clear view regarding the importance given to a brand name while choosing the cold drinks. It was found that the 56% of Respondent says Yes and 39% of respondent say No and the only 5% of respondent not in a position to say anything.

Graph IV
Preference of Brand name

5%

39% 56%

Yes No Cant Say

Table- V

Factors Influences choosing particular Brand

Response Brand Flavour Advertisement Chilled Total

No of Respondent 28 48 06 18 100

Percentage (%) 28% 48% 06% 18% 100%

Analytical Interpretation:
The chart and diagram shows that the way respondent likes the particular brand of cold drinks. It was found that 48% of respondent likes the because of flavour, 28% respondent likes the cold drinks because of brand, 18% of respondent likes because of chilled and only 6% of respondent likes because of advertisement.

GRAPH-V

Factors Influences choosing particular Brand

Table- VI Opinion towards Popular Brand

Brands Coke Pepsi Others Total

No of Respondent 58 21 21 100

Percentage (%) 58% 21% 21% 100%

Analytical Interpretation:
The given diagram gives the view regarding the most popular and demanded brand. It was found that the 58% of respondent preferred the Coke as most popular brand, 21% of respondent say Pepsi as most popular brand, 16% of respondent referred the coke as the popular brand and the only 21% of respondent say others was a the most popular brand.

Graph VI

Opinion towards Popular Brand

60% 50% 40% 30% 20% 10% 0% Coke Pepsi Others Series1

Table- VII Availability in retailers shop

Response Cola Citric Fruit flavoured Total

No of Respondent 61 30 9 100

Percentage (%) 61% 30% 9% 100%

Analytical Interpretation:
The given chart table shows that the most available flavour on the respondent retailers shops. It was found that the 61% of respondent (Consumers) say that they find Cola flavour on their retailers shop.30% of respondent found the citric flavor on their retailers shop. Science cola flavour is a Universal flavour in India, with consumers of all age, sex and preference accepting it whole heartedly.

Graph VII Availability in retailers shop

70% 60% 50% 40% 30% 20% 10% 0%

61%

30%

9%

Cola

Citric

Fruit flavoured

Table- VIII Availability in College Canteen/Locality/Colony

Brand Coke Pepsi Others Total No of Respondent 80 15 05 100 Percentage (%) 80% 15% 05% 100%

Analytical Interpretation:The graph & table gives the information regarding the available the available brand on their college canteen or a colony or a locality. It was found that 51% of respondent found the Coke brands of cold drink highly available while 47% of respondent said that they found Pepsi brand as highly available and only 02% of respondent said that they found other brand like Frooti or others brands highly available. This difference in the response is because of the consumption of different brands in different segments.

Graph VIII

Availability in College Canteen/Locality/Colony

5%

Coke 15% 80% Pepsi Others

Table-IX Opinion towards Taste

(i)

In a cola flavor.

Brand Coke Pepsi Total

No of Respondent 75 25 100

Percentage (%) 75% 25% 100%

Analytical Interpretation:
The given table and diagram gives the idea of the respondent opinion regarding the Cola flavour drink. It was found that the 75% of respondent likes the Coke and the only 25% respondent likes the Pepsi flavour.

(ii)

In Citric flavoured?

Brand Sprite Mountain Dew 7`Up Total

No of Respondent 80 10 10 100

Percentage (%) 80% 10% 10% 100%

Analytical Interpretation:
The given table and Diagram gives the idea of the respondent opinion regarding the citric flavour drink. It was found that the 41% of respondent likes the Sprite, 30% of respondent likes the Mountain Dew and the only 29% of respondent likes the 7`up in Citric flavoured. The consumers of Sprite say that it has a better and genuine taste than the Mountain Dew flavoured of Pepsi. On the other side the consumer of Mountain Dew are of the opinion that it has a less strong taste and also has an appealing light green colour.

(iii) In orange flavoured?

Brands Fanta Miranda Orange Others Total

No of Respondent 64 28 08 100

Percentage (%) 64% 28% 08% 100%

Analytical Interpretations:
The above given table and chart show the opinion of the respondent regarding Orange flavour. It was found that the 28% of respondent likes the Miranda Orange of Pepsi brand, 64% of respondent likes the Fanta of the Coke brand and 8% of respondent likes the other soft drinks of orange flavour. The consumers of the Fanta brand are high as compare to Mirinda due to a bigger consumer segment of females and children. On the country although Fanta is a well established brand not only in India but across the world for more than last fifty years it is at the second position in India. It is because a major segment of children and females prefer an orange flavour with a soft taste. Fanta has a strong taste as compared to Miranda.

(iv)

In Mango flavour?

Brands Mazza

No of Respondent 80

Percentage (%) 80%

Slice Others Total

15 5 100

15% 5% 100%

Analytical Interpretations:
The above shown table and chart gives the view regarding the opinion of respondent about the Mango flavour. It was found that the 41% of respondent likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent likes the Slice of Pepsi brand. One of the greatest advantages with Frooti is that it comes in tetra pack which is a one way pack. People find it convenient to take it home for consumption. Even coke and Pepsi have introduced tetra pack in the Mango drink recently but it will definitely take some time take away market from the market leader. Also Frooti is a well established brand has available in tetra pack for a long time.

Graph IX Opinion towards Taste

(I) IN A COLA FLAVOR

25% 46% Thumps up

29%

Coke Pepsi

Graph IX Opinion towards Taste

(II) IN CITRIC FLAVOURED?

10% 80% Sprite

Mountain Dew 10% 7`Up

Graph IX Opinion towards Taste

(III) IN ORANGE FLAVOURED

8% 28% Fanta 64%

Miranda Orange

Others

Graph IX Opinion towards Taste

IN MANGO FLAVOUR?

15%

80% Mazza Slice 5% Others

Table-X Cause of Choosing Brand

Subject Blend Brand Image Availability Advertisement Total

No of Respondent 20 38 26 16 100

Percentage (%) 20% 38% 26% 16% 100%

Analytical Interpretations:
The graph & table above say that why the respondent like their favoured brand. It was found that 38% of respondent likes his brand because of brand Image, 26% of respondent likes because of availability, 20% of because of Blend and only 16% of advertisement. Brand image refer to the perception of the customers regarding the choice of a particular brand. It comes with the kind of advertisement brought by the company. Blend over here refers to the taste of the flavour demanded.
38% 40% 35% 30% 25% 20% 15% 10% 5% 0% Blend 20% 16% 26%

Graph X Cause of Choosing Brand

(IV)
Brand Image Availability Advertisement

Table-XI Most appealing Brand advertisement

Brands Coke Pepsi Total No of Respondent 52 48 100 Percentage (%) 52% 48% 100%

Analytical Interpretations:
The given chart shows that the respondent about the most appealing brand advertisement. It was found that the 52% of respondent says that Coke advertisement is most appealing, 48% of respondent says Pepsi advertisement is most appealing one. The advertisement of Coke features Bollywood star like Aishyarwa Rai, Saniya Mirza, Akshya Kumar who are highly acceptable by the public. It was a super hit which took Coke not only to the rural markets but also overturned the market of Pepsi.

Graph XI Most appealing Brand advertisement

48% Coke 52% Pepsi

Table-XII Most appealing Brand Punch Line

Brand
Coke Pepsi Total

No of Respondent
68 32 100

Percentage (%)
68% 32% 100%

Analytical Interpretations:

The chart shows the opinion regarding the most effective punch line in respondent view. It was found that 68% of respondent feel that Coke punch line is most effective, 32% of respondent feels Pepsi Punch line is most effective, Major no. of people thinks that the most effective punch line is
38%

Thanda Matalab.Coca-Cola and Punch

Matlab Chota Coke, Then Ye pyass hai Badi and yeh dil mange more
40% 35% 30% 25% 20% 15% 10% 5% 0% 32%

30%

Table XII Most appealing Brand Punch Line

Coke Pepsi Thumps up

Table- XIII Opinion towards product, which is promoted by celebrity

Response Yes No Cant say Total No of Respondent 40 32 28 100 Percentage (%) 40% 32% 28% 100%

Analytical Interpretations:
The group & table show that the people like the product of it promoted by a celebrity. It was found that 40% of respondent said that they the product because of the celebrity shown in the advertisement consuming it, 32% of respondent says No about the celebrity promotion, 28% respondent not in a position to say anything. In India people have a great craze for their favorite celebrities They have a lot of love for their favorite celebrities they want to imitate by doing what they do as shown in the advertisement.

Graph XIII Opinion towards product, which is promoted by celebrity

28% 40% Yes No 32% Cant say

Table XIV Opinion towards Pricing Strategy

Response Yes No Can`t Say Total No of Respondent 64 22 14 100 Percentage (%) 64% 22% 14% 100%

Analytical Interpretations:
The given table & diagram shows that how effective the companies facility the consumer. It was found 64% of respondent says yes. 22% of respondent says No and 14% respondent cant say anything. India is a mass market for the consumer product but at the same time it is also a very Price Sensitive Market. So with a small decrease in price results in a drastic increase in the demand. Since soft drink is a consumer product, the price has a great influence on the demand of the product.

Table XIV Opinion towards Pricing Strategy

14%

Yes 22% 64% N o C an`t Say

FINDINGS AND ANALYSIS

SWOT ANALYSIS

STRENGTH:
Coca-cola Potential brands position in the market. Good quality and innovation of product for long term customer relationship. Good advertising campaign, and brand ambassador. Advertisement campaign more effective and change punch line make. Emotional touch with customer and retail. High investment in research and development. Coca-cola has a good market share. Segment of coke product to every age group. To satisfy of retail or through schemes SGA, display.

WEAKNESS:
Lack of proper distribution in many areas. Lack availability 1 it & 1.5 it product pack. Lack supply of Kinley water in the market. Rising No. of date dealers that will wrong effect in market condition. Retailers are not getting schemes at the time. No distribute enough signage to retailers.

OPPORTUNITY:
Coke is able to capture large mkt. Share. More monopoly counters of coke brand. To improve market mix (Product, price, promotion, place). To increase the sale of Kinley water.

THREATS:
Pepsi is the major competitors, that means watch myopia in the market every time. Pepsi have captured major market of 500 ml, 1.5 & 2 lt. Retailers divert to pepsi because they are getting good schemes and SGA signage. Increase local brand in the market.

FIELD EXPERIENCE
The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. Keeping this in mind i have tried my best to collect the reliable data. During this process I came across a Variety of experiences some interesting and some bitter ones. After knowing the utility of the survey some of the respondents filled up the questionnaire sincerely whereas some of the other were not interested in it . How ever, most of respondents were friendly and cooperative and willingly filled up the questionnaire with utmost sincerity and to best of their knowledge. Barring few exceptions I had a pleasant time with respondents. I hope that the respondents did not feel the interview insipid and boring. I got the opportunity to interact with different people of different areas in The Hindustan Coca Cola Beverages Pvt. Ltd. Najibabad, Distt. BIJNOR and adjoining region like Dhampur, Nagina, Bijnour.

SUGGESTIONS & RECOMMENDATIONS

Doing a survey on consumers market provided a lot of insight into the dynamics of the market place and with it valuable insights were also gained into the psyche of consumer and owners.

1. SUPPLY
The demand of Thums up & Maaza far exceed the supply especially in case of 200ml and pet bottles. Few shop owners clamed that many a times no supply is made for 3 days and some times even more.
Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first. Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not?

All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION

Owners confirmed that Company representatives DONT COME WHEN CALLED REPEATEDLY.

The Company must ensure that the representatives do visit an outlet at least once in 3 days to listen and to attained to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with better facilities. There was a tendency to push the product of the Company which ever offered them better scheme or benefits.

CONCLUSION
From this summer training and project titled "Merchandising and route productivity" in Coca-Cola, I have learned a lot about real practical work being done in the market I have also watched & learned the practical applicability of the various things that we have studied theoretically. I observed on the basis of survey in The Hindustan Coca Cola Beverages Pvt. Ltd. Najibabad, Distt. BIJNOR city that Coca-Cola lay emphasis on merchandising in order to become the No.1 brand in soft drink industry the report was finds out the availability of different flavor and packs. Cola-Cola adopt a good customer relationship management, it is focus on the, segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. Each segment had its own Pros & Cons. So we have to understand the various segment of soft drink industry that which flavor is existing more in the market, Such as Thums-up strong brand of coke which is more popular in young generation. I also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate dealer is influence wrong direction to the market. They are supply product at high margin with low scheme. As we know till now since ill soft drink industry the concept of brand loyalty is not in that shape in which it is in countries. So company could take some steps to be to have a good report with the retailers why supply them regularly and provide them with other monetary benefit.

LIMITATION OF RESEARCH
1.The area of study is limited to the merchandising and route productivity aspects of the system, while the marketing has other crucial areas too which were left uncharted

2. The study is limited to eastern region of coca cola which is a multinational company, so the area plays as a constraint in the study.

3. The time period allotted for the study was only of two months, which may provide a deceptive picture in comparison of the study based on long run.

4. The study was based on both primary and secondary data but the relevance of the secondary data may not be justified.

5. The success of any survey depends upon the quality and integrity of the surveyor who collect the basic data by expressing the subject under the study and on the respondents who provides the data required by filling up the questionnaire .The accuracy of the data collected solely depends upon the cooperation and truthfulness of the person who is being interviewed. 6. Interaction skills as well as the behaviour of the respondents also played as a constraints during the research.

QUESTIONNAIRE
1. Name of the Respondent:2. Address: 3. Age group: (a) Below 15 (d) 25 35 1. Educational Background
(a) (b) (c) (d)

(b) 15 20 (e) 35 45

(c) 20 25 (f) Above 45

Matric & Below Intermediate Graduation Post Graduation

2. Do you take cold drink? (a) Yes (b) No

7. If yes how frequently? (Daily) (a) Less than 2 (b) 2 4 (c) More than 4

8. Which flavour do you like most? (a) Cola (d) Lemon (b) (e) Citric Others. (c) Orange

9. Do you give importance to brand name while choosing your cold drink? (a) Yes (b) No (c) Cant Say

10. Which brand you prefer most?

(a) (d)

Coke Others

(b) Pepsi

(c)

Both

11. You like the particular brand of cold drink because of? (a) (d) Brand Chilled (b) Flavor (c) Advertisement

12 In your opinion which brand of cold drink is most demanded or popular? (a) Coke (c) Pepsi (d) Others.

13.Which brand is more available in your retailers shops? (a) Cola (b) Citric (c) Fruit Flavored.

14 Which brand of cold drink do you find most in your college canteen/colony/locality? (a) Coke Brand (b) Pepsi Brand (c) Others.

15. In your opinion which soft drink is better taste? (i) In Cola Flavor (a) Coke (ii) (c) Pepsi

In Citric Flavoured. (a)Sprite (b) Mountain Dew (c) 7`Up

(iii) (a)

In Orange flavoured. Fanta Others. (b) Miranda Orange (c)

(iv)

In mango Flavoured. (a) Mazza (b) Slice (c) Others.

16.

Why do you like your brand?

(a) (d) 17.

Blend

(b) Brand Image

(c) Availability

Advertisement

Which brand advertisement appeals you most? (a) Coke (b) Pepsi (c) Others.

18.

Most effective punch line in your opinion of? (a) Coke (c) Pepsi (b) (d) Thumps up Others.

19.

You like the product which is promoted by the celebrity? (a) Yes (b) No (c) Cant Say

20.

Do you think that the pricing strategy adopted by the cola companies fascinate the consumer? (a) Yes (b) No (c) Cant Say

21.

Any Suggestion:-

... ... ....

Thank You,

Signature

BIBLIOGRAPHY
1. Research Methodology, C.R. Kothari., Research Methodology Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003. 2. Multi Level & Direct Marketing, Branding, Philip Kotler, Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th edition. 3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B., International Marketing Management, New-Delhi, Sultan Chand & Sons edition 2003. 4. cola.com> 5. Merchandising www.distributing-company.com. 6. Retailing, Company Souvenirs. & Route Productivity, www.ask-jeeves.com, Company Profile, Web-Site:- www.coca-cola.com <http://www.coca-