A PROJECT REPORT ON

Brand Availability Index and factors influencing consumer buying Behavior

UNDER THE GUIDENSE OF SUBMITTED BY Mr. AAshish Khandewal Verma Marketting Manager Akash Roll

SUBMITTED TO

RAKASHPAL BAHADUR MANAGEMENT INSTITUTE BAREILLY (U.P.)

DECLARATIO N
2

DECLARATION

I, Akash verma a student of MBA of Rakshpal Bahadur Management Institute Bareilly do hereby declare that the project report entitled Brand Availability Index and Factors Influencing onsumer Buying Behaviour! that has been submitted by me as a requirement for the award of degree of in partial fulfillment of the requirement for the award of M.B.A rogramme training period was 20/06/2012 to 04/08/2012

Akash verma MBA "em Roll #o$

ACKNOWLEDGEMENT

"oing a project wor# of this nature is an arduous tas# in itself. I was fortunate enough to get support from a large number of persons to whom I shall always remain grateful.

I e$press my than#s to the %oca&%ola company for pro'iding me a great opportunity to wor# as a summer trainee in their organi(ation and to learn great deal about how mar#et actually wor#s and its intricacies. I am than#ful to )aura' sir *).M.sales+, *,uality Assurance -$ecuti'e+ and Aashish .hendawal *Area /ales Manager+ for their continued guidance and help.

My humble than#s to all my professors notably for teaching me practical, pragmatic and possible approach which helped me a lot.

Preface

PREFACE

23earning %ategories 4ou, 5 racticing on that 3earning /peciali(es 4ou2 6ith the ad'ancement of /cience and technology in the modern world business organi(ations ha'e been subject to changes in different ways respect to their number, si(e and comple$ity. 7he 'ariety goods and ser'ices, which are produced and made a'ailable people today are many times, more than what it was earlier. Mar#eting plays a pi'otal role in today8s business scenario in a consumer roduct

%ompany. Mar#eting includes all that acti'ities, which are related to the pricing, distribution, promotion and the product itself. Infect, in today8s consumer oriented business policies each and e'ery business acti'ity is go'erned by mar#eting people. Assuming that the mar#eting policies of 2Brinda'an Be'erages * + 3td. Bareilly2 bottlers of %oca&%ola India 3td., Manufacture of soft drin#s 9I was assigned the project 2Brand Availability Index and Factors Influencing onsumer Buying Behaviour!2 7he Main :bjecti'e of this project is to find out the %o'erage of the brand in the mar#et at different routes as well as to chec# the 'arious factors which can influence the buying beha'ior of the consumers2

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TITLE OF FIGURES

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? 2 3 ! 0 1 ; > B ?D ??

Brands consumed by people Ela'ours li#ed by people In %oca&%ola, sub brand li#ed by people ac#ing li#ed by people /i(e preferred by people eople often li#e cold drin# Beha'iour If their brand is not a'ailable 6hy they buy particular brand Medium of ad'ertisement -ffect of celebrity endorsed products Cealth cautiousness about cold drin#

1D 1? 12 13 1! 10 11 1; 1> 1B ;D

(ist of abbreviations

?+ .o 2+ 7u

%oca&%ola 7humps <p

B

3+ E$ !+ 3m 0+ /p 1+ .s ;+ MF >+ MM : B+ /6:7 >+ B.B.3.

Eanta 3imca /prite .inley /oda Ma((a Mil# maid pulpi orange /trength,6ea#ness,:pportunity and 7hreats Brinda'an Be'erages 3imited.

?D

Introduction to "oft .rink Market

??

An %vervie> of "oft .rink Industry

7he total soft drin# mar#et in As 1DDD %rores. IndiaGs per capital consumption of soft drin#s has risen to B.0 ser'ings in 2DD; as against ;.0 ser'ings in 2DDD followed by 0.! ser'ing in ?BB; Branded soft drin#s retail anywhere in India between As > H As ?2 and are e$pensi'e 6hen measured against urchasing power .7here are around !,

DD,DDD retailers of soft drin#. A soft drin# is a non&alcoholic be'erage. It is artificially fla'oured and contains no fruit or pulp.

India with population of more than ?DD crores is potentially one of the largest consumer mar#ets in the world after %hina. 7he consumer mar#et can be defined as the mar#et for products and ser'ices that are purchased by indi'iduals as house holds goods for their personal consumption. /oft drin# is a typical consumer product purchased by indi'iduals to quench thirst and secondly for refreshment.

/earching for the point of origin of Indian soft drin#s we first document on )old /pot, which was the first brand soft drin# in India. It was introduced by AA3- during later part of !DGs.

?2

%ola giant, %oca&%ola was the first foreign soft drin# to be introduced in India in ?B10, %oca&%ola ma#e a 'ery good beginning and dominated the whole scheme right from the word go. competition at that time. 7he mar#eting people did not e'en recei'e to publici(e %ola&%ola for it sold first li#e probability not&ca#es. 7his e$traordinary success of soft drin#s, can be attributed to the following factors I& Absence of contemporary competiti'e brand. -uphoric image built up in the 6estern countries proceeded the entry into Indian Mar#et9 and Indians are 'ery found by nature of foreign goods, ser'ices etc. due to prolonged foreign rules. arle -$ports * + 3td., later in ?B;D introduced 3imca, 3emony /oft drin#s. Before 3imca introduce, they had tentati'ely introduced %ola, 7hree of four groups of Indian companies who had the required production capacity started their own brands of %ola, 3emon, :range, but failed to achie'e their goal on a national basis. It *%oca&%ola+ faced no

India always has lo'e and hate relationship with M=%Gs which ga'e a significant opportunities to soft drin# industries in India when %oca&%ola

?3

decided to windup its operations in ?B;; rather than bowing to the Indian go'ernment insisting onI& "ilution of equity, as the go'ernment felt that lots of foreign currency was being wasted. Manufacturing of the top&secret concentrate in India. "isclose of the chemical composition of the essence.

7his left a large 'acuum in the popular soft drin# mar#et, and a 'ista was opened to any company with the requisite, technical, mar#eting and organi(ational s#ills. 7he e$it of %oca&%ola from India in?B;; accelerated the growth of se'eral Indian /oft "rin#. =ew soft drin# in the form of 7etra pac# entered the mar#et among Erooti, Jump&In and 7ree&7op were the prominent once. 7ill ?B;; their equipped bottling plants and the distribution networ# a longing to be of no use. It too# them one year to de'elop new formula to sur'i'e and gradually came up with %ampa 3emon, :range and %ola that order.

Cowe'er arle, the pioneer in the soft drin#s, bla(ed its way to national prominence with their product K &humps 1p bearing the slogan K6appy .ays are here again!7his particular slogan helped to win o'er the loyalists or addicts to %oca&%ola, who was in the state of K%ola /hoc#Lor
?!

%ola "epressionL. /oon the Indian /oft drin# industry started at a phenomenal rate, and all arle roducts )old /pot, 3imca and 7humps <p became the brand leader in their own segment. In spite of all these, the drin# mar#et still has large gap, as claim by soft drin# manufacturers. 7o fill these gap there are many soft drin#s concentrate and squashes flooded the mar#et. 7he Indian soft mar#ets basically offered three fla'ours i.e. :range, 3emon and %ola. ?BBD saw the coming of the multinational company - /I entering the Indian mar#et. ?? years after the e$it of %oca %ola. It had name, fame and edge of being one of the best in the game and it also offered stiff competition to arle and %o#e. BRA.6AM in ?>BD at #orth epsi %ola %ompany founded by A('B

arolina in 1"A. =ow it is ran#ed >1th

*?BB>+ in the world with the asset of around M20DDD million, ha'ing its head quarter at A73A=7A! epsi %o. IndiaGs C, is at )urgaon.

resently is operating in ?B1 countries. In India it has 3! Bottling lant of them > are %:B: and 21 are E:B:. %:%A %:3A entered India in the year ?BB3 In collaboration with AA3- I="IA 37"

?0

7he product range of %:%A&%:3A %:=/I/7/ of I

%(A %:.-, 7C<M/ < %RA#*' (IM' EA=7A MM : 3IM%A (IM' / AI7-, / AI7I%MA#*% MAAFA M!-A&'R ? "%.A .I=3-4

?1

6istory of oca$ ola

?;

6istory of oca$ ola

In May, ?>>1, %oca %ola was in'ented by "octor John emberton a

pharmacist from Atlanta, )eorgia. John emberton concocted the %oca %ola formula in a three legged brass #ettle in his bac#yard. 7he name was a suggestion gi'en by John emberton8s boo# #eeper Eran# Aobinson.

It was a prohibition law, enacted in Atlanta in ?>>1, that persuaded physician and chemist "r. John /tith emberton to rename and rewrite the formula for his popular ner'e tonic, stimulant and headache remedy, 2 emberton8s Erench 6ine %oca,2 sold at that time by most, if not all, of the city8s druggists.

/o when the new %oca&%ola debuted later that year & still possessing 2the 'aluable tonic and ner'e stimulant properties of the coca plant and cola nuts,2 yet sweetened with sugar instead of wine & emberton ad'ertised it not only as a 2delicious, e$hilarating, refreshing and in'igorating2 soda& fountain be'erage but also as the ideal 2temperance drin#.2 It is said co#e was disco'ered when "e3uise, a ?Bth century American soda jer# accidentally hit the soda water spigot, adding carbonated water to the syrup in the glass. 7he result was a 2happy accident2I the in'ention of %oca&%ola.

?>

7hough emberton died just two years later & fi'e months, in fact, after his March 2!, ?>>>, filing for incorporation of the first %oca&%ola %o. & the trademar# he and his partners created more than one hundred years ago can claim wider recognition today than that of any other brand in the world.

@ohn )emberton

And the %oca&%ola be'erage, whose unit sales totaled a mere 3,2DD ser'ings in ?>>1 *2nine drin#s per day2 based on the twenty&fi'e gallons of syrup sold to drugstores by emberton %hemical %o.+, is today called the world8s most popular soft drin#&&accounting for billions of ser'ings at restaurants in ?B0 countries.

?B

/uch is the commercial legacy of a onetime %onfederate lieutenant colonel who earned his medical degree at the age of nineteen, who ser'ed on the first )eorgia pharmacy licensing board, who set up a top&rated laboratory for chemical analysis and manufacturing, and who, in his do(en&and&a&half years in Atlanta, established eighteen business 'entures & including one, the %oca&%ola %o., which now can boast ?BB0 sales in e$cess of M?0 billion.

Although

emberton may ha'e en'isioned a future for his soft&drin#

creation&&enticing si$ Atlanta businessmen to in'est in the start&up %oca& %ola enterprise&&for reasons that remain a mystery he soon began selling his interest in the formula.

2"r.

emberton . . . must ha'e belie'ed that it had little 'alue and no

potential assurance of substantial success,2 said %harles %andler in a ?B03 biographical s#etch about his father, titled 2Asa )riggs %andler, %oca& %ola and -mory %ollege.2

2D

Being a boo##eeper, Eran# Aobinson also had e$cellent penmanship. It was he who first scripted 2%oca %ola2 into the flowing letters which has become the famous logo of today. 7he soft drin# was first sold to the public at the soda fountain in Jacob8s ?>>1. harmacy in Atlanta on May >,

About nine ser'ings of the soft drin# were sold each day. /ales for that first year added up to a total of about M0D. 7he funny thing was that it cost John emberton o'er M;D in e$penses, so the first year of sales were a loss. <ntil ?BD0, the soft drin#, mar#eted as a tonic, contained e$tracts of cocaine as well as the caffeine&rich #ola nut.

By the late ?>BDs, %oca&%ola was one of America8s most popular fountain drin#s. 6ith another Atlanta pharmacist, Asa )riggs %andler, at the helm, the %oca&%ola %ompany increased syrup sales by o'er !DDDN between ?>BD and ?BDD.

Ad'ertising, was an important factor in emberton and %andler8s success and by the turn of the century, the drin# was sold across the <nited /tates and %anada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drin#. -'en today, the </ soft drin# industry is organi(ed on this principle.
2?

Asa %andler, who, according to .ing, had wor#ed for emberton as early as ?>;2, wound up, after a series of transactions, controlling the company within a short time of emberton8s death. By ?>B? he owned all of the %oca&%ola business. %harles %andler relates that one of his father8s first missions was to change the original emberton formula in order 2to

impro'e the taste of the product, to ensure its uniformity and its stability.2

%oca&%ola attorneys also were called to battle against competitors who called the product name a misrepresentation if, as argued, its principal ingredients were neither the coca leaf nor the #ola nut&&a source of caffeine that made the early be'erage useful in healing headaches.

By ?B2> bottled sales had eclipsed fountain sales, than#s to the pioneering introduction of a carton now popularly called the si$&pac#. 7he following year the company introduced metal open&top coolers. 7hen in ?B33 at the %hicago 6orld Eair automatic fountain dispensers made their debut. Ca'ing e$panded the brand into fourty&four countries by the outbrea# of 6orld 6ar II, 6oodruff, within fifteen years of the war8s end, had managed to double that number. 2=ow the saying is you ha'e to be

22

global,2 said )oi(ueta, %oca&%ola8s current chairman and chief e$ecuti'e. 26e were global when global wasn8t cool.2

7wo decades later, when %oca&%ola8s board elected )oi(ueta to the post of chairman and chief e$ecuti'e, the company was embar#ed on a financial mission&&to become one of the best&performing corporations in America. A'erage annual fountain&sales growth under )oi(ueta has continued to surge. And despite consumer uproar o'er the company8s attempted %oca&%ola reformulation in ?B>0, the introduction of "iet %o#e in ?B>2 was hailed as the most successful product launch of the past decade. Asa )riggs %andler

<ntil the ?B1Ds, both small town and big city dwellers enjoyed carbonated be'erages at the local soda fountain or ice cream saloon. :ften housed in the drug store, the soda fountain counter ser'ed as a meeting place for

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people of all ages. :ften combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drin#s, and fast food restaurants came to the fore.

:n April 23, ?B>0, the trade secret 2=ew %o#e2 formula was released. 7oday, products of the %oca %ola %ompany are consumed at the rate of more than one billion drin#s per day. A trade secret is any information that allows you to ma#e money because it is not generally #nown. A trade secret could be a formula, computer program, process, method, de'ice, technique, pricing information, customer lists or other non&public information. If the economic 'alue of a piece of information relies on it being #ept pri'ate, it could be a trade secret.

:ne of the most famous e$amples of a trade secret is the formula for oca$ ola. 7he formula, also referred to by the code name 2Merchandise ;@,2 is #nown to only a few people within the company and #ept in the 'ault of a ban# in Atlanta, )eorgia. 7he indi'iduals who #now the secret formula ha'e signed non&disclosure agreements, and it is rumored that they are not allowed to tra'el together. In the past, you could not buy %oca&%ola in India because Indian law required that trade&secret

2!

information be disclosed. In ?BB?, India changed its laws regarding trademar#s, and %oca&%ola can now be sold in that country.

7rade secrets are 'ery different from patents, copyrights and trademar#s. 6hile patents and copyrights require you to disclose your information in the application process *information that e'entually becomes public+, trade secrets require you to acti'ely #eep the information secret. 7rade& secret protection can potentially last longer than that of patents *2D years+ and copyrights *?DD years+.

Some of the ways to protect a trade secret are as follows: Aestrict access to the information *loc# it away in a secure place, such as a ban# 'ault+. 3imit the number of people who #now the information. Ca'e the people who #now the trade secret agree in writing not to disclose the information *sign non&disclosure agreements+. Ca'e anyone that comes in contact with the trade secret, directly or indirectly, sign non&disclosure agreements. Mar# any written material pertaining to the trade secret as proprietary.

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6oodruff introduced the si$ bottle carton in ?B23. Ce also made %oca& %ola a'ailable through 'ending machine in ?B2B, that same year, the %oca& %ola bell glass was made a'ailable. Ce started ad'ertising on the radio in the ?B3Ds and on the tele'ision in ?B0D. %urrently %oca&%ola is ad'ertised on o'er fi'e hundred 7O channels around the world. In ?B3?, he introduced the %o#e /anta as a %hristmas promotion and it caught on. %andler also introduced the twel'e ounce %o#e can in ?B1D. 7he %oca& %ola contour bottle was patented in ?B;;. 7he two liter bottle was introduced in ?B;>, the same year the company also introduced plastic bottles *%oca&%ola multiple pages+.

In ?B>0, the %oca&%ola %ompany made what has been #nown as one of the biggest mar#eting blunder. 7he %oca&%ola company stumbled onto the new formula in efforts to produce diet %o#e. 7hey put forth ! million dollars of research to come up with the new formula.

7his was the first fla'or change since the e$istence of the %oca& %ola company. 7he change was announced April 23, ?B>0 at the Oi'ian Beaumont 7heater at the 3incoln %enter. /ome two hundred 7O and newspaper reporters attended this 'ery glit(y announcement. It included a question and answer session, a history of %oca&%ola, and many other elements *:li'er ?3?+.
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7he ?BB1 /ummer :lympics will be held in Atlanta, )eorgia, the home of %oca&%ola. :ne great earmar# that the %oca&%ola company has is helping the people of Atlanta. :ne way to see all of the achie'ements of the %oca& %ola company is to 'isit the 6orld of %o#e in Atlanta. It houses a collection of memorabilia, samples of the products, e$hibits, and many other e$citing items *Eacts, Eigures, and Eeatures Multiple pages+. All of what has been said is the basis of what %oca&%ola was built on. 6ithout societies help, %oca&%ola could not ha'e become o'er a 0D billion dollar business. .eep on consuming the world8s fa'orite soft drin#, %oca&%ola.

2;

% A$ %(A I#
2>

I#.IA

Atul Singh President & CEO, Coca-Cola India Atul /ingh too# o'er as the resident 5 %-:, %oca&%ola India from ?st /eptember 2DD0. rior to this assignment, Atul /ingh was the resident of -ast, %entral 5 /outh *-%/+ %hina "i'ision in January 2DD0. )i'en the strategic importance of %hina, a "i'ision within the greater %hina "i'ision was created. -%/ %hina "i'ision consists of /hanghai, the /wire 7erritories of %hina, Cong .ong and 7aiwan. Additionally, Atul was also responsible for the global and strategic .ey %ustomer Aelationships for )reater %hina and was a member of the %ustomer 3eadership %ouncil. rior to his appointment as the resident of -ast, %entral and /outh %hina "i'ision, Atul ser'ed as "eputy "i'ision resident and headed the
2B

:perations group of %hina "i'ision. <nder Atul8s leadership, mainland %hina operations were among the fastest growing %oca&%ola businesses worldwide for the past 3 years. Atul started his career in the %oca&%ola system in ?BB> as Oice resident, :perations of %oca&%ola India "i'ision. Ce led the Eranchise :perations and .ey Accounts group of the India "i'ision from ?BB> to 2DD?. Atul then joined the %hina "i'ision in July of 2DD? as Aegion Manager of -ast %hina, %hina "i'ision. <nder his leadership, -ast %hina Aegion e$ceeded 'olume and profit targets by growing at double the rate of other regions. rior to joining %oca&%ola, Atul wor#ed for the %olgate almoli'e %ompany for ?D years and held se'eral roles including %ountry )eneral Manager, =igeria *?BB0&?BB>+, %E: then )eneral Manager, Aomania *?BB2&?BB0+ and Einance Manager, </A Body %are *?BBD&?BB2+, rior to %olgate, Atul wor#ed as an Auditor with rice 6aterhouse in =ew 4or#. Atul, holds a MBA degree from 7e$as %hristian <ni'ersity

COCA CO A I! I!"IA
Introduction:After a ?1&years absence, %oca&%ola returned to India in ?BB3. 7he %ompany8s presence in India was cemented in =o'ember that year in a deal that ga'e %oca&%ola ownership of the nation8s top soft&drin# brands and bottling networ#. %oca&%ola India has made significant in'estments to build and continually impro'e its business in India, including new production facilities, wastewater treatment plants, distribution systems and mar#eting equipment. "uring the past decade, the %oca&%ola system has in'ested more </ M ? billion in India.
%oca&%ola one of the country8s top international in'estors.

than

In 2DD3, %oca&%ola India pledged to in'est a further </M?DD million in its operations. %oca&%ola business system directly employs appro$imately 1,DDD local people in India.
3D

In India, we indirectly create employment for more than ?20,DDD people in related industries through our 'ast procurement, supply and distribution system. Oirtually all the goods and ser'ices required to produce and mar#et %oca& %ola locally are made in India. 7he %oca&%ola system in India comprises 20 wholly&owned company& owned bottling operations and another 2! franchisee&owned bottling operations.is A networ# of 2? contract&pac#ers also manufactures a range of products for the %ompany. 7he comple$ity of the Indian mar#et is reflected in the distribution fleet, which includes ?D&tonne truc#s, open&bay three&wheelers that can na'igate the narrow alleyways of Indian cities, and trademar#ed tricycles and pushcarts.

Coca-Cola in India - Products & Quality

3eading Indian brands &hums 1pA (imcaA MaaCaA itra and *old "pot join the %ompany8s international family of brands including oca$ olaA .iet okeA "prite and Fanta, plus the "ch>eppes product range

:ur ,inley >ater brand was launched in /===! In /==+, our energy drin# "hock and our first powdered concentrate, "unfill, hit the mar#et. Annual per capita consumption of soft drin#s in India is nine 9$ounce servings! In early /==0A oca$ ola India collected Advertiser of the 7ear and ampaign of the 7ear a>ards for the &handa Matlab oca$ ola all$ media campaign! 7he %ompany ran#ing up BfirstsB in the introduction of anned and )'& soft drinks, vending machines and backpack dispensers for cro>ds of cricket supporters!

3?

7he %oca&%ola system adheres not only to national la>s on food processing and labeling, but also to our own strict standards for e$ceptional quality. 7he %oca&%ola ,uality /ystem, to ensure that we are offering consumers only the highest quality products.

)R%.1 & (I#' %F % A$ %(A At B!B!(! (td!

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BRANDS IN COCA-COLA

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CORE PRODUCTS OF COCA-COLA

T u!s U" "trong ola tasteA 'xciting )ersonality 7hums <p is a leading carbonated soft drin# and most trusted brand in India. :riginally introduced in ?B;;, 7hums <p was acquired by %oca& %ola %ompany in ?BB3. 7hums <p is #nown for its strong, fi((y taste and its confident, mature and uniquely masculine attitude. 7his brand clearly see#s to separate the men from the boys.7hums <p is a'ailable in tha mar#et in the different pac#s i.e.2DD ml, 3DDml, 0DDml, ? lts, ?.0 lts,5 2lts.

Co#$

It is the heart product of the %ocaH%ola %ompany. It has co'ered the entire globe i.e. it is the mar#et leader in more than ;D nations. In the introduction phase, it was the mi$ture of cocaine and alcohol. But later on, due to the demand of consumer, it was con'erted into soft drin# with the name of %oca&%ola. Before the alliance this product was the biggest competitor of the parle product 7hums <p. %o#e ia a'ailable in the mar#et in the different pac#s i.e. 2DDml, 3DD ml, 0DDml ?.0 lts. 5 2 lts.
3!

Li!ca 3ime n8 lemoni 3imca, the drin# that can cast a tangy refreshing spell on anyone, anywhere. Born in ?B;?, 3imca has been the original thirst choice, of million of consumers for o'er 3 decades. 7he brand has been displaying healthy 'olume growths year on year and 3imca continues to be the leading fla'or soft drin# in the country. 7he sharp fi(( and lemoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise.3imca energi(es refreshes and transforms. "i'e into the (ingy refreshment of 3imca and wal# away a new person.

Fanta Internationally, Eanta& the PorangeG drin# of the coca&%ola %ompany, is seen as one of the fa'orite drin#s since ?B!D8s.Eanta entered the Indian mar#et in the year ?BB3.:'er the years Eanta has occupied a strong mar#et place and

s identified as 27he Eun %atalyst2. ercei'ed as a fun youth brand, Eanta stands for its 'ibrant color, tempting taste and tingling bubbles. 7his positi'e imagery is associated with happy, cheerful and special times with friends.

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Eanta ad'ertising o'er the time has had highest association with fun and friends that has reflected through past 74 commercials li#e Masti .a 7aste, Bajao masti .i )hanti to the recent commercials "il .hol .e at the Airport. Aani Mu#erjee, as the brand ambassador for Eanta is the perfect embodiment of brand character 'is fun, 'i'acious and energetic. Eanta is a'ailable around the country in 2DDml, 3DDml, 0DDmlQ?DDmlfree, ?3Q2DDmlfree, 23 and 33Dml cans.

S"rit$ 6orldwide /prite is ran#ed as the =o. ! soft drin# and is sold in more than ?BD countries. In India, /prite was launched in year ?BBB and today it has grown to be one of the fastest growing soft drin#, leading the clear lime category. 7oday sprite is percei'ed as a youth icon. 6ith a strong appeal to the youth, sprite has stood for a straightforward and honest attitude. Its clear crisp refreshing taste encourages the today8s youth to trust their instincts, influences them to be true to who they are and to obey their thirst. /prite ad'ertising for has always been memorable with 'ery high recall 'alue, especially amongst the youth. 6ith popular 7O commercials li#e 3isa ray, Aish, Mar#et research and its latest ta#e on its competitor&2I don8t want to do2 sprite has stood in the minds of the youth as 2/prite Bujhaye :nly yaas, Ba#i All Ba#waas2, which has became recogni(able around the country. /prite is a'ailable around the country in 2DDml, 3DDml, 0DDml, 0DDmlQ?DDml free, ?.0ltr, 2ltr, 2.20ltr and 33Dml cans. /prite ice *Blue+ launched in June 2DD0 and sprite (ero is launched in mid of July.

31

%aa&a Maa(a was launched in ?B;1.here was a drin# that offered the same real taste of fruit juices and was a'ailable throughout the country. In ?BB3 maa(a was acquired by %oca&%ola India.Maa(a currently dominates the fruits drin# category. :'er the years, brand Maa(a has become synonymous with Mango. 7his has been the result of such successful campaigns li#e 27aa(a Mango, Maa(a Mango2 and 2Botal main Aam, Maa(a hain =aam2, consumers regard Maa(a as wholesome, natural, fun drin# which deli'ers the real e$perience of fruit. 7he current ad'ertising of maa(a positions it as an enable of fun friendship moments between moms and #ids as moms trust the brands and #ids lo'e its taste. 7he campaign builds on e$isting equity of the brands and deli'ers rele'ant emotional benefits to the moms rightly captured in the tagline 24aari "osti 7aa(a Maa(a2. It is a'ailable in /.<8s of 20Dml A)B, 10ml, ?20ml, and 2DDml 7etra pac#. 3aunched in 2DD0 is the new pac#ing of maa(a ?.2ltrs, 1DDml * -7+.

3;

Brindavan Beverage )vt! (td! A Brief )rofile

3>

BRI#.A3A# B'3'RA*'" (IMI&'. BAR'I((7

Brinda'an Be'erages ltd and authori(ed bottling company was situated by the managing director Mr./.=.3adhani with an initial capital of As.20 la#hs in ?B>1.

Brinda'an be'erages had a franchisee agreement with arle e$ports ltd. Eor ?D years manufacture and seed its products.

"uring =o'ember ?BB3,

arle e$ports sold all of its 1D franchisee to

%oca&%ola India in order to compete with epsi. In this way, BB3 has undergone in the territory of %oca&%ola. 7he company is manufacturing and selling 2DDml, 3DDml, 0DDml, 2ltr of 7humps up, 3imca, %o#e, Eanta, /prite 5 .inley /oda for Bareilly 5 other nearby districts such as Badaun, Moradabad, Aampur, ilibhit, =ainital, Caldwani etc.

BB3 has its production unit ha'ing speed of ?02D bottles per minute, -7 !D bottles minute, located at AA/A.C-AA Industrial area BAA-I334. 7he /torage of filled bottles is done in a huge godown which is located at ne$t to the production unit. 7he M.". is the head of the organi(ation.

3B

.istribution #et>ork
As it has been already stated that this particular plant has been ta#en o'er by the %oca&%ola %ompany it has >0 distributors, many depots co'er ?1 districts under its belt and they are still growing. 7he name of districts it co'ers is as follows.

o Bareilly o Badaun o Caldwani o /hahjahanpur o ilibhit

o Aampur o Moradabad o %hamoli o ithoragarh

o 3a#himpur o =ainital o Almora o .arnprayag o Audraprayag

!D

o .ashipur o Audrapur o Aamnagar

Aight from the first year of the incorporation the company is running in top profit. 7his is just because of many reasons. :ne of them is that there is no other plant in nearby. and also the sa'ing due to local company in the region. It tends to lower distribution cost, transportation cost, which gi'es good margins to the distributors and retailers and company as well.

Marketing Activities places in the overage Area

o Bareilly o Badaun o Aampur o Moradabad o /hahjahanpur o Almora o %hamoli o ithoragarh

!?

o =ainital o Aani#het o 3a#himpur o ilibhit

.I"&RIB1&I%# )R% '""

7he %oca&%ola soft drin#s are produced in the plant at .anpur here products are supplied to the warehouse. Erom warehouse the products are distributed through "irect 5 Indirect Aoutes.

.IR' & R%1&'

7he "irect Aoutes are those in which the company owned truc#s run by salesman cum dri'er, distribute products to the retailers.

I#.IR' & R%1&' I&

Indirect Aoutes are those in which products are supplied to the distributors appointed to the different areas. 7he distributors then distribute products in their own truc#s or tempo to the retailers. Einally retailers ser'e the products to the customers.

!2

.I"&RIB1&I%# )R% '""

EA%7:A4 6AA-C:</"IA-%7 A:<7I="IA-%7 A:<7-

A-7AI3-A/

"I/7AIB<7:A/

%:=/<M-A/

A-7AI3-A/ %:=/<M-A/

!3

)romotional Activities
romotional acti'ities play a greater and important role in the entire mar#eting effort being carried out by B!B!(!)vt! (td!A are to generate more sales as >ell as the create and maintain an image of its product!

7hus B!B!(!)vt! (td carried out its promotional acti'ities as a controlled and integrated program of communication and material design to present its soft drin# to the prospecti'e customer. It also helps in communication the need satisfying qualities of soft drin#, to facilitate the sales and e'entually to contribute towards the profit in long range. 7he tools used by B!B!(!)vt! (td! for fulfilling the 'arious purposes of its promotional activities are the followingI&

oint of sale display

"ealerGs sales contest /ales promotion through special e'ent mar#et /ales promotion through salesman that is personal selling. Ad'ertising Incenti'es

!!

)oint of "ale .isplayD

A sensible man does not ha'e to go far to find out whate'er a common panwala #nows that people buy with their eyes. -'ery item on sale in a shop is displayed in front where people can see it at the first sight. It is the same with all the shops and 'endors in towns either selling consumers or selling soft drin#s. Aather in selling a product li#e %:.- display is more than help, it is an essential element because soft drin# is bought on impulses on the spur of the mo'ement. 7hus, the product is tested when it is brought at peopleGs attention.

.ealerEs sale contestI

Another method of sales promotion being used by the B!B!(!)vt! (td! through its distributors is to conduct dealerGs sales contest during the peak seasons i!e! during April to @uly. In it the dealers are gi'en pri(e in the form of free cases of soft drin#s. In the contest at first his or her

respecti'e distributors according to their categori(e each dealer. 7hen each distributor fi$es a target of minimum sale for each category to which e'ery dealer according to his or her category has to achie'e during the contest period. 7he dealers achie'ing highest sales o'er and abo'e the

!0

target set is gi'ing the awards as under, the order of pri(es announced first pri(e, 2nd pri(e, 3rd pri(e in terms of number of free cases of soft drin#s.

"pecial event marketD

7he dealers at special e'ent sport place the banners and stall of epsiGs products li#e picnic fates cric#et test match, social are used to cater the people. It helps in promoting the sale as well as in creating an image of products.

"alesman contestD

/alesman contest are held to moti'ate the sales man. <nder the scheme salesmen are gi'en monetary incenti'e on the basis of sale made in their gi'en route.

!1

Media planningD
A 'ery important part of ad'ertising is to decide the medium of ad'ertising and how much to spend in each mediaI& =ewspaper 5 Maga(ines Aadio 7O Coarding roduct of sales materials *paintings, glow signs, ". Board+

Ad'ertising is one of the important factors, which all put together results sales. It has to be bac#ed by the distribution networ#, effecti'e ser'icing, dealer, goodwill and so on. 7hus, ad'ertising has to be 'ery carefully wo'en with the entire demand

All ad'ertisement e$penditure is incurred by %oca&%ola India. :nly display board and wall paintings e$penditure is done by the company.It is > to ?D N of the sale of the year.

!;

)roduct Mix At Brindavan Beverage )vt! (td!

Brand oca$ ola )ackaging 2DDml 3DDml 33Dml 1DDml 2 ltr &humps 1p 2DDml 3DDml 33Dml 1DDml 2 ltr (imca 2DDml 3DDml 1DDml 2 ltr "prite 2DDml 3DDml 33Dml 1DDml 2 ltr MaaCa 20Dml 1DDml ?.2ltr

!>

,inley "oda

3DDml 1DDml

Fanta

/==ml 0==ml 00=ml 5==ml /==ml

Mmpo

2==ml +===ml

!B

)R%.1 &I%# A#. )R% '""

0D

0?

)R%.1 &I%# )R% '"D

I#*RA.I'#& .'(I3'R7
Ingredients are not the only things deli'ered to the plant. :ther materials such as bottles, cans, labels and pac#aging are also deli'ered. Many plants outside the <nited /tate use refillable bottles for economic reasons, while in the <nited /tates we do not. 6hen bottles and cans are deli'ered to the plant, they are carefully inspected to ensure that they meet our e$acting standards. :nce these ha'e passed initial inspection, they mo'e on to be washes andRor rinsed.

"-''&'#'RD
/upplied by select producers, a 'ariety of sweetener plays a central role in creating in our be'erages. /weetener 'ary by location and range from sucrose ;table sugar< and high$fructose starch syrup to low calorie products such as aspartame, which is often used in the Americas with diet beveragesA and acesulfame$,, which is often /oused in -uropean countries with light be'erages.

-A&'RD
/ince water is #ey component to all our be'erages, its quality is critical. And, since public water quality 'aries around the worlds, each plant further treats the water it uses. 7his means that before water is added toad

02

any of our be'erages, itGs rigorously filtered and cleanses. 6e then continuously sample the water to ensure it meet our standards.

MA&'RIA("D
Ingredients are not the only things deli'ered to the plant. :ther material such as bottlesA cansA labels and packaging are also deli'ered. Many plants outside the <nited /tate use refillable bottles for economic reasons, while in the <nited /tates we do not. 6hen bottles and cans are deli'ered to the plant, they are carefully inspected to ensure that they meet our e$acting standards. :nce these ha'e passed initial inspection. 7hey mo'e on to be washed andRor rinsed.

-A"6I#* ? RI#"I#*D
7o ensure quality, each bottle is washed, saniti(ed and rinsed before being filled. 6hile this sounds simple, the actual steps can differ but bottling plant. :utside the <nited /tates, many plant use refillable glass or plastic bottles. 7o be ensuring they meet our cleanliness standard, bottles are first hit with pre&rinse jet, which remo'e any dirt or debris. 7hey are then soa#ed in a high temperature deep&cleaning solution that remo'es any remaining direct and saniti(es them. 7he bottle then mo'es to the hydro >ash where they are washed again with a deep&cleaning pressure spray.

03

Einally, the bottles are rinsed with cooling water jets before being 'isually andRore electronically inspected. In the <nited /tates, we primarily use new bottle, not refillable ones. 7his allows the washing and rising steps to mo'e much more quic#ly.

MIFI#* ? B('#.I#*D 6/%D

Mi$ing and blending begins eighth the simple step of mi$ing pure water with refined sugar, which creates simple syrup. 6hile in some countries measuring the correct amount of sugar is done by batch, in many #orth American and 'uropean plants measurements are made using continuous blending systems.

"' R'& F%RM1(AD

:ur secret formula isS.still secretT 7hatG right, the secret formula remains a mystery to the millions of people in nearly /== countries who enjoy our refreshing be'erages e'ery day. -'en though cannot tell you the secret, you can be sure that (ife &astes *ood with oca$ ola!

0!

6/% ? "7R1)D
6ith the syrup nearing its final state, we mi$ it with pure >ater, creating the finished uncorroborated be'erage. Cowe'er, the >ater and syrup must be mi$ed in right ratio. 7his done by the be'erage proportioning equipment. It accurately measures the correct ratio for each and sends this mi$ture to the carbonator.

%/ AddedD
Adding %/ or carbon dioxide gas is the final touch that carbonates the

be'erage. arbon dioxide not only gi'es our be'erages their effer'escent (est, but it also adds to the distincti'e and familiar taste e'eryone has come to e$pect from our be'erages.

FI((I#*D
:nce all the ingredients ha'e been mi$ed and blended and the bottles ha'e been cleaned and saniti(ed, were ready to start filling. 7his is a surprisingly comple$ process requiring precision at each step. 7o begin with, bottles must be carefully timed as they mo'e to the filler synchroni(ation is #ey. :nce at the filler, bottles are either held securely in place by fle$ible grippers or precisely placed under filling 'al'es by centering de'ices. Before the bottles can be filled, the inside of the bottle must be pressuri(ed. 7his allows for the force of gra'ity itself to draw the
00

be'erage into the bottle&a process that ensures the smooth flow of liquid, with little to no foaming.

A))I#*I
:nce filled, bottles are then capped. 6e use different caps for different bottles&glass bottles are usually topped with a metal cro>n while plastic bottles are primarily topped with a plastic screw top. -ach cap type then mo'es through different parts of the machine, which ensures each cap stays scratch&free and is in the right position to be precisely placed on the bottle. As quality and freshness is #ey, we use a no$closure detector during the capping process and a go$no$gauge or torGue meter after the bottles has been capped. 7he no$closure detector chec#s if a screw to or crown has been placed on a bottle. 7he process actually stops if the detector doesnGt find a closure. 7he go$no$gauge chec#s for the proper crown crimp and the torGue meter chec# ma#e sure the screw top are good and tight. If the bottle caps arenGt just right, the be'erage can become flat or be affected in other ways. If this happens, the bottle is discarded.

(AB'(I#*D
:nce the bottles ha'e been filled and capped, they mo'e on to be labeled. A special machine dispenses labels from large rollers, cuts them and places them on the bottle. Eor special labels such as commemorative
01

bottles for football championship , the labels are sent to the bottling plants from appro'al, and then used for pac#aging. "epending on the occasion, some of these special bottles will go only to specific locations. Eor e$ample, a national football championship bottle >ill be sent only to the hometo>n or state of the championship team!

%.I#*D
7he bottle is now ready to be coded. -ach one of our be'erages is mar#ed with a special code that identifies specific information about it. /ome codes simply identify there date the be'erage was bottled or caned. /ome come in the form of a date stamp while other codes are much more comple$. 7hese codes identify the day, month, shift and plant in which the be'erage was made and use a combination of letters and numbers. you can not see code on your container. ItGs because some bottlers use in'isible in# that can only be read with special technology. roduct coding allows us to ensure that you recei'e our be'erage at their fla'orful best.

I#")' &I%#D
6e respect bottles at many points during the process. 6ith refillable bottles, it happens when they are first bottles the plant. 7hey are also inspected after they are washed and are filled9 Inspectors loo# for

e$ternal bottle important and ma#e sure each bottle has the right amounts of be'erage. 6hite for a substitute for a human inspector we also use bottles inspection machine. 6hen inspecting empty bottles, the machine
0;

shoots and strong light beam an through the bottom of the bottle to light collector 'ariation in the light mean that bottle must be discarded. :nce the bottle is filled, some plant dect whether the e$act among of be'erage has been fitted the bottle. If not these are discarded. -'en after fitting samples bottles for analysis in its lab to ensure quality is up to standard.

:nce our filled be'erages ha'e passed final inspection, they are ready to be pac#aged for deli'ery. )enerally, pac#aging can refer to e'erything from the uniGue bottle and can designsA to label designsA to cardboard boxes and containersA to plastic rings! Because the needs and tastes of our consumers are so di'erse, the pac#aging 'aries depending on where the be'erages are being sent.

In order to ma#e sure the freshest be'erages possible get to you, each warehouse must efficiently manage the thousands of be'erage cases produced each day. Be'erage organi(ation is #ey, though it is the bottle and can coding that allow for the necessary precision. Erom the

warehouse, we load be'erages onto our distincti'e truc#s. =ight and day, or truc#s are deli'ering our refreshing be'erages to storesA soda fountainsA and vending machines near you.

0>

0B

)ricing "trategies

All the pricing strategies are set by the %oca&%ola India. 7he company announces all the prices of the product line9 all the franchisee companies are bound to follow the decisions of the company regarding the product prices.

3ocal company just decides the discount and schemes, which are to be gi'en to the distributors and schemes, which are to the distributors. 7hey decide the discount considering their distribution cost and other incurred costs in deli'ering the product.

1D

oca$ ola )unch (ine

?B2B&7he pause that refreshes ?B31&ItGs the refreshing thing to do. ?B!2&ItGs the real thing ?B!!&)lobal high sign ?B0B&Be really refreshed ?B13&7hings go better with %o#e ?B1B&ItGs the real thing ?B;?&IGd li#e to buy the world a co#e ?B;1&%o#e is life ?B>2&%atch is it ?B>1&%atch Adds life ?B>B&4ou canGt beat the feeling ?BB3&Always a %ocaUcola ?BB>&-at music, /leep music, drin# only %oca&cola ?BBB&Jo %haho Co Jaye, %oca&%ola enjoy 2DDD&I want Crithi# and I was %o#e 2DD0& Aang le dil #hol #e 2DD1& %oca&%ola io sar utha#e 2DD;& Boond&Boond .ushi&.ushi

1?

#$S$A#C% &$'%O"O O()

12

Research Methodology
Aesearch methodology is a procedure designed to the e$tent to which it is planned and e'aluated before conducting the inquiry and the e$tent to which the method for ma#ing decisions is e'aluated before conducting the inquiry and the e$tent to which the method for ma#ing decisions is e'aluated. 7he research methodology if scientifically de'eloped enables the research to establish with high degree of confidence, cause and effect relationship between the research between the research acti'ities and obser'ed outcomes.

13

"ata Analysis and Interpretation **** +or Brand Availability Index in &ar,et

/tep? In this type of mar#et research firstly we prepare a format of a'i$. 7hese contains, no. :f outlets, separate column for 'arious brands of %oca&%ola. In these depicted in short forms li#e

%oca&%ola& 7humps <p& Eanta& 3imca& /prite& .inley /oda& MAFFA

.o 7u E$ 3m /p .s MF
MMPO

MIKL MAID PULPI ORANGE

/tep 2 After preparing the a'i$, we want to route and area which are gi'en to us by company to research.
1!

/tep3 6e went to e'ery outlet of those routes which were assigned and we chec#ed that which brand is chilled and which is warm. After what we calculated we the filled stoc# on that outlet. In the a'i$ we put a tic# for cold stoc# of the brand, and note the crates and manufacturing date. If in any case of nil stoc# we draw a line.

/tep ! 7his procedure is repeated in e'ery outlet on that route. I do this procedure for e'ery ?0 days regularly on that route.

/tep 0 -'ery day after dampening the route we calculated the percentage a'ailability of e'ery brand of %oca&%ola, together calculated the chilled percentage of the 'arious brands. After this, using the formula we calculate the Brand A'ailability Inde$.

Eormula Eor %alculationsI& *7otal chilled /toc# V ?DD+R 7otal stoc#*%hilled 5 warm+

10

.ata ollection method

.ata "ourceD
rimary as well as secondary data sources are used to ma#e project efficient 5 faithful.

)rimary "ources of .ataD

:bser'ations /ur'ey Eorm ,uestionnaire

"econdary "ources of dataD

%ompanyGs %atalogue Business maga(ines 5 newspaper /ales /taff Internet

11

%bservationsD

%areful obser'ation of all the out lets ha'e been done to find out the location 'isibility, house #eeping etc.

"urveyD

Eor the sur'ey of Bareilly region we adopted stratified sampling method. <nder this method we di'ided the whole Bareilly mar#et into 'arious /trataGs according to route wise. /ur'ey is done in 'arious strataGs non&random and by judgmental approach. /ur'ey is done from shop to shop and data collected was analy(ed to reach any conclusion.

"ample "iCe

Eor Brand A'ailability Inde$& /== shops in 5 stratified groups.

Eor Eactors Influencing %onsumer Buying Beha'iour H /== consumers of different age groups!

1;

Area >ise shops "urveyed

Area #ame

#o! %f "hops "urveyed

-hase .:

Delapeer

25

G ! "oad#Del$i "oad%

25

Ci&il 'ines

60

-hase /:

(ada)n "oad

*0

+anital "oad

*5

Pili,$it (-epass "oad

25

1>

*RA)6I A( R')R'"'#&A&I%# %F .A&A

1B

Analysis For Factor Influencing onsumer Buying Behaviour

"ample "iCe H/== onsumers "ample ontainsD

"tatistical FiguresD

A($ (#O0-S

15-21 -rs 22-25 -rs 25-*5 -rs *5-45 -rs

1 O+ -eople Surveyed

40.

28.

22.

10.

*raphical Analysis

. O/ People 0)r&e-ed

10. 15-21 -rs 22-25 -rs 25-*5 -rs *5-45 -rs 28.

22.

40.

;D

20$S'IO!S AS3$" 'O '%$ CO!S0&$#S 4 A!A )SIS O+ '%$I# #$S-O!S$S Iuestion + //0:844/4!doc-hich Brand you normally consumeJ

"tatistical FiguresD

oca$ ola Range 00N

*raphical Analysis
06 05 04 0* 02 01 0 1 2 *

)epsi Range !0N

0eries1 0eries2 0eries*

2uestion /
;?

5hich flavor does you li,e most6

"tatistical FiguresD

ola ;;.0DN

Mango ?D.DDN

(emon ?D.DDN

%range 2.0DN

*raphical Analysis

+lavors li,ed by people

10. 10.

2 5. Cola 2an3o 'e4on oran3e

11 5.

2uestion 7 In Coca*Cola8 which sub*brand you li,e most6

;2

"tatistical Figures s 'humps Coca* 0p Cola 25. 20.

MaaCa
10.

Others Sprite *4. +anta 5. &&-O 2. 2.

*raphical Analysis

;3

6)estion 4 5hich pac,ing do you li,e6

"tatistical Figures

*lass bottle

>2N

pet ?0N

an

3N

*raphical Analysis

-AC3I!( I3$" B) -$O- $

*. 15.

Glass (ottle Pet Can

82.

Iuestion 4 5hich si9e do you prefer6

;!

"tatistical Figures

/== ml! 20N

0== ml! 1DN

4== ml! ?DN

/ litres 0N

*raphical Analysis

Si9e prefered by people

10.

5.

25. 200 4l *00 4l 500 4l 1 5 or 2 litres

60.

2uestion : 5hen you li,e to drin, a cold drin,6

"tatistical Figures

;0

Rarely 20N
*raphical Analysis

%ccasionally

*enerally

&ostly 20N

?0N

30N

-eople often li,e cold drin,s

25.

15. "arelOccasionalGenerall2ostl-

25. *5.

2uestion ; If your brand of cold drin, is not available then what you do6
"tatistical FiguresD

*o for another Brand .onEt buy BDN ?DN

;1

*raphical Analysis

10. Don8t ()-

50. Go 7or anot$er (rand

< 2uestion = 5hy do you buy a particular brand6

"tatistical FiguresD

.ue &o .ue &o &aste ;;.0DN ompany #ame ?D.DDN )ackaging ?D.DDN

Any other Factor 2.0DN

;;

*raphical Analysis

Any other +actor

2 50.

"ue 'o -ac,aging

10 00.

Company !ame

10 00.

"ue 'o 'aste

11 50.

Iuestion : -hich medium of advertisement effect you the mostJ

"tatistical FiguresD

Roadside &elevision ;2.0DN

*raphical Analysis

Radio 0.DDN

#e>spaper ?D.DDN

6ordings ?2.0DN

;>

"oadside :ordin3s

12 50.

+e9spaper

10 00.

"adio

5 00.

!ele&ision

12 50.

Iuestion += -hat is the effect of celebrity endorsed products on the buying behaviour on youJ
"tatistical FiguresD

3ery Much 3DN

*raphical Analysis

#o 'ffect 3DN

1p to an 'xtent !DN

;B

40. <p to an E=tent

+o E77ect

*0.

*0. ;er- 2)c$

2uestion .. Are you %ealth Cautious about it6

"tatistical FiguresD

7es !DN
*raphical Analysis

#o 1DN

>D

60.

40.

>es

+o

Analysis for "tock Availability of various Brands of oca$ ola in Retail %utlets Sample Si9e : />>

%verall availability in Bareilly ity

)ercentage -ise .istribution figures ;Brand >ise< "tatistical FiguresD $ 'humps 0p imca

MaaCa
>?

Coca* Cola

+anta

Sprite

3inley soda

&&-O

25.

14.

5.

21.

11.

10.

1.

*.

*raphical Analysis

Area >ise Brand Availability Index

Area !ame:* "elapeer

"tatistical FiguresD 'humps imca 0p 10. 21.

Coca* Cola 2*.

&&-O &aa9a 1. Sprite 5. +anta 15. ,inley 1. 4.

*raphical AnalysisD

>2

Area !ame:* (?'?#oad@"elhi #oadA

"tatistical FiguresD 'humps imca 0p 5. *1.

Coca* Cola 21.

&&-O &aa9a 5. Sprite 11. +anta 14. ,inley 1. 4.

*raphical AnalysisD

>3

Area !ame:* Civil ines

"tatistical FiguresD 'humps imca 0p 14 28.

Coca* Cola 18.

&&-O &aa9a 8. Sprite 12. +anta 16. ,inley 2. 2.

*raphical AnalysisD

>!

Area !ame:* Badaun #oad

imca 10. 'humps 0p *2. Coca* Cola 16. &&-O &aa9a 5. Sprite 14. +anta 22. ,inley 0. 1

"tatistical FiguresD

*raphical AnalysisD

>0

Area !ame:* !anital #oad

"tatistical FiguresD 'humps imca 0p 10. 25.

Coca* Cola 25.

&aa9a 4.

Sprite 12.

+anta 21.

,inley soda 0.

&&-O *.

*raphical AnalysisD

>1

Area !ame:*-ilibhit Byepass #oad

"tatistical FiguresD 'humps imca 0p 10. 26.

Coca* Cola 26.

&aa9a 6.

Sprite 11.

+anta 20.

,inley soda 1.

&&-O 0

>;

*raphical AnalysisD

>>

FI#.I#*"

EI="I=)/
7he findings of the project are followingI ?+ Most of the people use to drin# the brands of %oca&%ola. 2+ Most of the consumers li#e cola fla'our. 3+ Most of the consumers li#e the sub brand /prite.

>B

!+

eople prefer the glass bottle in comaparision to pet and can.

0+ Most of the consumers li#e the pac#ing of 3DDml. 1+ Most of the people consume the cold drin# generally. ;+ 7he distribution of all the brands is not good in comparision to epsi%o. >+ 7he people are attracted towards ad'ertisements on 7ele'ision. B+ 7he demand of cold drin# in summer is 'ery high.

BD

CO!C 0SIO!S

%# (1"I%#"
7here is a communication gap in distribution channel so retailers are not getting ad'antage of discounting 5 trade scheme.

B?

 %ompany sales e$ecuti'e should inspect the mar#et time to time while they do not ta#e interest so that some retailers are unsatisfied with company.

If retailerGs complaints regarding discounting 5 trade scheme then he is not responded properly.

Aetailers do not get the companyGs actual schemes.

"istributors ha'e not maintained proper stoc# so that retailers do not get all the products by which sale, discounting 5 trade schemes are effected.

B2

S5O' A!A )SIS

Strengths
Acquired 7humps up with a big mar#et share Impro'ed quality control 3atest and ad'anced technology Modified and attracti'e pac#ing /trong Brand =ame

B3

5ea,ness
7ight cash policy 3ess concentration on local ad'ertising 3ac# of sales promotional schemes 3ess number of empties than epsi All pac#age si(e is not a'ailable in the mar#et

Opportunities
)ood rural mar#et "irect distribution er capita consumption in India is still low. 7he growth opportunity is phenomenal

B!

'hreats
Intense competition with epsi epsi is ha'ing already 'ery good position in the mind of consumer hence it is 'ery tough to get more mar#et share. epsi ha'e pro'ided sales generating assets to a large no. of retailers due to that they are selling only epsi products. "ue to the problems of supply people of rural areas fail to get their demanded quantity at the time of marriage or their special occasions

B0

-#OB $&S +O0!"

)R%B('M" F%1#.
After 'isiting nearly 22D outlets I found that there are some common problem of retailers, which are as,

+.

7he retailers are not getting proper deli'ery of the desired products. 7hey are complains that they are not getting deli'ery regular. 7his may force them to ta#e other alternati'es.

/.

Aetailers are as#ing about schemes. 7hey are complaining that they are not getting proper facilities, although their sale is 'ery good.

B1

7hey do not ha'e chairs and tables and in some cases if they ha'e it is not in good condition.

0.

:ne of the big problems that the company doesnGt has a direct and permanent contact with retailers. It is a general complaint that there is a big communication gap between the company and them and no one is coming the them to #now their problems

2.

7he ,uestionnaire was in -nglish language so the people found

difficult

"1**'"&%#"

B;

"1**'"&%#" F%R BRI#.A3A# B'3'RA*'"

7here are great potential mar#ets in the rural area. But no a'ailability of product in those areas, company is ma#ing a great loss of re'enue.

7he company should equal concentrate on small as well as big outlets or dealers.

B>

 /ponsorship to small e'ents should be gi'en instead of sponsoring large big e'ents.

7he company officials should #eep eye on the fact that the schemes are properly reaching to the outlets holders.

%ompany officials should 'isit each and e'ery outlet and ma#e some interaction. 7his will help to ma#e customer loyal.

7he distribution system in some area is not good. 7he major complaint which retailer file is that after the boo#ing the crates they get the product after 2 or 3 days. /o they as well as company ma#ing loss in such areas. 7he major complaint is that the 'ehicle comes once in 2 or three days while the epsiGs distribution 'ehicle comes twice a day.

7here retailer should get all the schemes which are made for them. /ome of retailers complaint that sales person promise to gi'e the schemes but they doesnGt gi'e to them in actual.

BB

 In many of the areas the .inley /oda brand is not a'ailable or if it is, is 'ery rare. /o %ompany should gi'e schemes to promote sale of .inley soda.

A!!$B0#$S
?DD

?D?

20$S'IO!!AI#$
+a4e???????? @3e????????? 6 1 A$ic$ (rand -o) nor4all- cons)4eB a% Coca-Cola ,% PepsiCo 6 2 A$ic$ 7la&or do -o) liCe 4ostB a% Cola c% Oran3e ,% 2an3o d% 'e4on

6 * In Coca-Cola, 9$ic$ s),-,rand -o) liCe 4ostB a% Coca-cola ,% !$)4s <p c% 2aaDa d% 0prite d% /anta e% Ot$ers 6 4 A$ic$ pacCin3 do -o) liCeB a% Glass ,ottle ,% pet 6 5 A$ic$ siDe do -o) pre7erB a% 200 4l c% 500 4l 6 6 A$en -o) liCe to drinC a cold drinCB a% "arelc% Generall,% *00 4l d% 2 litres ,% Occasionalld% 2ostlc% Can

6 1 I7 -o)r ,rand o7 cold drinC is not a&aila,le t$en 9$at -o) doB a% Go 7or anot$er ,rand ,% DonEt ,)6 8 A$- do -o) ,)- a partic)lar ,randB a% D)e to taste c% D)e to pacCa3in3 ,% Co4pan-Es na4e d% @n- ot$er 7actor

6 5 A$ic$ 4edi)4 o7 ad&ertise4ent a77ects -o) t$e 4ostB a% !ele&ision ,% "adio c% +e9sPaper d% "oad 0ide :ordin3s 6 10 A$at is t$e e77ect o7 Cele,rit- endorsed prod)cts on t$e ,)-in3 (e$a&io)r on -o)B a% ;er- 4)c$ ,% !o 4)c$ E=tent c% +o E77ect 6 11 Do -o) $ealt$ ca)tio)s a,o)t cold drinCs B a% >es ,% +o

?D2

BIB(I%*RA)67
B%%,"D
,othari !R!L Research MethodologyA #e> AgeA #e> .elhiA/==8! Ramas>amy 3!"!A #amakumari "!L Marketing ManagementA Macmillan India (tdA /==0! ,otletr )!L Marketing ManagementA.arling ,indersley;India<)vt! (td!A.elhiA/==4! Biyani ,! L I& 6A))'#'. I# I#.IAARupa company A #e> .elhiA/==4 "axena RaMana L Marketing ManagementA &ata Mc*ra> 6illA#e> .elhiA /==2! CinkotaA M!R!L Marketing ManagementA )earson 'ducation AsiaA#e> .elhiA /==2! "taton -illiam @!L Fundamentals of MarketingA Mc*ra> 6illA #e> .elhiA +::2! BullA 3ictor )!A Marketing ManagementD A "trategic )lanning ApproachA Mc*ra> 6illA #e> 7orkA /==+!

-'B"I&'"D
www.google.co.in www.yahoo.com www.coca-cola.com www.coca-colacompany.com WWW.BRINDAVANBEVERAGE.COM

?D3