Coca Cola

ACKNOWLEDGMENT
I am immensely grateful to our Professor Mr. Poonam Sharma, JIM,
Noida for her constant guidance and valuable support for the project.
I express my deep sense of indebtness toards Mr. !aj "umar #haari
$%xport Manager& for his precious time and valuable suggestions given.
I ould li'e to express our gratitude toards the management staff
(rindavan )gro Industries *td., ithout hose help this project ould
not have been possible.
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Coca Cola
CONTENTS
Chapter One Introduction
1.1 Background and History of the Coca Cola System
1.1.1 Coca Cola in India
1.1.2 Present profile of Coca Cola and its future plans in India
1.1.3 Past History of Associated Beerages Pt. !td.
1.1." Present Profile and #uture Plans of Associated Beerages Pt. !td.
1.1.$ %he 3 A&s Strategy
1.1.' %he (anufacturing Process of Coca Cola Brands
1.2 )*+ecties of the Pro+ect
1.3 ,eed of the Pro+ect and its Significance
1." Scope of the Pro+ect - ./tent and !imitations
Chapter Two Research Methodology
2.1 0esearch 1esign
2.2 1ata Collection Sources
2.3 1ata Collection (ethods and Instruments
2." Sampling Plan
2.$ #ield2ork Plan
Chapter Three Findings and Analysis
3.1.1 #indings from 3uestionnaire
3.1.2 4eneral #indings from the (arket
3.2 Analysis
Chapter Four Conclusions and Recommendations
".1 Conclusions
".2 0ecommendations
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Coca Cola
Biliography
Appendi!
3uestionnaire for Consumers of Soft 1rinks
Coca Cola&s Challenge
Slogans 5sed to Adertise Coca Cola oer the 6ears
#unfacts
"IST OF TAB"ES AN# $RA%&S
Tales
#ield 7ork Schedule
#aourite Soft 1rink according to Age 4roup and 4ender
Coca Cola&s Bottling Plants All oer India
$raphs
#aourite Soft 1rink
#aourite Soft 1rink according to Age 4roup and 4ender
(ost Preferred form of Packaging
Second #aourite Soft 1rink
Adertisements Play a (a+or 0ole in the Buying Process
Sales 8in cases9
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Coca Cola
'(' BAC)$RO*N# AN# &ISTOR+ OF T&E COCA CO"A S+STEM,
+,oca ,ola stands today as the second most idely understood term in
the orld after -.'ay/.0 $ !ichard 1edlo, Ne and Improved 2 1he
Story of Mass mar'eting in )merica&. 1he ,oca3,ola ,ompany has
come a long ay since 4r. John Styth Pemberton invented it in 5667 to
being the orld/s most recognised brand. It as Mr. !obert 8.
8oodruff, as president of the ,oca3,ola ,ompany, ho brought ,oca3
,ola to the international mar'et, 9e had set three goals for the
company vi:.,
1rained Personnel
,ustomer Service
;uality Product.
%ven after 6< years these three goals are still part of the formula for
success. Mr. !obert 8. 8oodruff also had a vision i.e. +1o place ,oca
,ola ithin an arm/s reach of desire. 1his literally means to ma'e
,oca3,ola products available to consumers whenever and wherever
they might desire a drin'.
1he ,oca3,ola company is a truly global beverage company in the
sense that it advertises in more than 7=< dialects, conducts business in
>7 currencies and pays taxes to more than 5?= national governments.
,oca3,ola has even been on the moon@
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Coca Cola
1he ,oca ,ola ,ompany is organised into to business sector2
The International Business Sector
The North American Business sector.
1he International (usiness Sector is divided into four groups2
The Africa Groups
The Greater Europe Group
The Latin America Group
The Mile an !ar East Group
,oca3,ola India comes under the Middle and Aar %ast #roup. %ach
group ithin the International (usiness sector has its uniBue challenges
and opportunities. 8hile business may seem different in the different
regions, the same basic rules for achievement apply. Quality products,
superior customer service and aggressive marketing hold the 'ey to
success.
1he core competence of the ,oca3,ola company lies in the basic
understanding of the properties of thirst. 1hey believe that there are =.6
billion people in the orld, and each and every person gets thirsty for
one time or the other. %ach and every time they do, ,oca3,ola has an
opportunity. It stands to fulfill the unBuenchable desire of different
people all over the orld and in doing so, translate thirst into tangible
results.
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Coca Cola
(ut ho did ,oca3cola achieve such great heights ith such a simple
philosophy C 1his Buestion can be best ansered by the five enduring
realities. 1hey are as follos2
The# sell a uni$ersal prouct that meets a funamental human
nee% 1hey sell a product ith physical attributes that the human
palate enjoys, cutting across all barriers of culture, gender, age,
race and religion. ,oca3,ola is associated ith food, fun and
conversation hich help create an atmosphere in hich people
ta'e a brea' and sociali:es. 1he average human body reBuires at
least 7> ounce of liBuid everyday just to survive and ,oca3,ola
accounts for not even D ounces. Aor every person on this planet
consuming 7> ounces is not an option, but choosing here these
come from, is
The# are rapil# stren&thenin& the 'orl(s stron&est )ran%
(y brand strength, ,oca3,ola means the brand/s ability to deliver
value in the mar'et placeE to inspire people to pay more for it.
Pushing relentlessly for building relevant value into ,oca3,ola are
the three P/s...................
Pervasive penetration in the mar'et place
Price !elative to value
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Coca Cola
Preferred beverage everyhere
Their financial funamentals are superior an relia)le%
1hree factors contribute to their ability to generate superior cash flo.
Airst, their capital reBuirements are very lo for a business of their
si:e. Secondly, their business is not at all labour intensiveE they
employ just FD,<<< people orldide. )nd third, unli'e products
such as ine, ,oca3,ola can go from production to consumption in
a matter of hours.
+oca +ola pro$ies $alue to e$er#one 'ho touches%
,oca ,ola believes that everybody should get value from it3the bottling
partners, customers and ultimately people ho buy and drin' their
product. 1hey strive very hard to ensure that they are different.
1hey do this in four ays 3 one, by investing heavily to ensure that
the ,oca ,ola is alays ithin easy reach, virtually anyhere in
the orldE to, by offering consumers a ide variety of pac'aging
choicesE three, by consistently delivering beverages of the highest
BualityE and four, by lin'ing the brand ith one3of3a3 'ind events
and activities, such as the .lympic games, 8orld ,up ,ric'et
$5??7& etc, hoever the company still advertising on big events in
D<<7.
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Coca Cola
The# -no' ho' to fin opportunit# other cannot see %
People at ,oca ,ola, henever they al' into an environment, do
not see ,oca ,olaE they see where Coca Cola is not. 1hey see an
infinite universe and they see those 7> ounces of opportunity.
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Coca Cola
Brands of Coca Cola
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Coca Cola
'('(' COCA CO"A IN IN#IA ,
,oca ,ola returned to India on the D>th .ctober, 5??F after 57 years of
absence. 1he city of )gra, the home of the 1aj Mahal and for many the
most enduring image of India, as chosen as the symbolic location for
the relaunch.
In India almost ?7G of the soft drin's mar'et is controlled by ,oca ,ola
and Pepsi. ,oca ,ola has a share of >H.6G and Pepsi >H.FG of the
!s. F,<<< crore Indian soft drin's mar'et. (eteen ,o'e and Pepsi
!s. 5D< crore is spent annually on advertisements and promotions
$IM!( survey, 1he 1imes of India, 5Fth )ugust, D<<=&.
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Coca Cola
'('(- %RESENT %ROFI"E OF COCA CO"A AN# ITS F*T*RE %"ANS IN IN#IA ,
,oca ,ola claims to have sold 7< million cases of its products beteen
5st January and F5st May hich is a F<G jump in volumes over the
same period last year. Individually also ,oca ,ola has gron by >6G,
1hums Ip has gone up by FFG, *imca has risen by DFG, and Aanta
volumes have selled by an unbelievable H<G. .n the other hand the
rival ,ola giant Pepsi has gron by an impressive >DG. )t this pace
,oca ,ola hopes to close the year ith around 5D6 million cases hile
Pepsi hopes to do 5<= million cases. $(usiness India, June D? 3 July
5D, D<<>, p 66 36?&
)lso an .!# 3 M)!# survey conducted for ,oca ,ola shos that the
top 3 of 3 the 3 mind aareness gap beteen Pepsi and ,o'e is
narroing don every month. In )ugust, 5??H, only 5?.>G of a sample
soft drin's consumer population recalled seeing a co'e advertisement
hile FHG remembered Pepsi instantly. (y November, the same year
the figures ere 3 D5.7G ere aare of ,o'e and FF.HG 'ne about
Pepsi, In March 5??6, the gap had filled further ith FDG aare of
Pepsi and F<.>G appraised of ,o'e. $(usiness India, June D? 3 July
5D, D<<>, p. 6?&.
(eteen 5??F, hen ,oca ,ola acBuired the Parle Soft 4rin's
4ivision, and 5??H, its overall mar'et share had dropped from a
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Coca Cola
comfortable 7?G to =5G hile Pepsi :oomed from a paltry 5HG to ><G
during the same period. Pepsi/s gains came from mar'et groth and a
large chun' of it as at the expense of ,o'e.
In India ,oca ,ola has an established bottling infrastructure comprising
of =D bottling plants and a portfolio of eight strong brands. %ach of
these brand has a character of its on. Thums Up has the macho
image targeted toards the D<3D? year oldsE Fanta is the -fun drin'/ the
first love of 5F35? year olds and Limca has the -ta'e it easy/ image.
1he brands Coca Cola, Thums Up, Limca and Fanta have been
identified as national brands in India.
,oca ,ola is no planning to set up four don stream bottling
companies and the franchisee bottler is being given to options to
either join hands or sell out . .f the =D bottlers in India only 5D have
formed joint ventures so far and that to mainly in the south. )nother
ten bottlers are sitting on the fence.
1he bac'bone of success of ,oca ,ola has been the bottler, the
franchisee in partnership and the local operating unit of the ,oca ,ola
system. 1he ,oca ,ola company or's ith bottler partners all around
the orld to create effective operating units at the local levels. 1he ties
that bottlers have ith local customers, consumers, governments,
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Coca Cola
ban's, entrepreneurs, charities and sports organisation are critical to
the success of the ,oca ,ola system.
1he ,oca ,ola bottler system today consists of approximately D,=<<
onerships orldide, hich vary greatly in si:e. .n one end of the
spectrum is Leticia, an independent bottler operating in the middle of
the )ma:on jungle here Peru, ,olombia and (ra:il intersect 3 serving
a population of F<,<<< people. )t the other end of the spectrum are
companies li'e Coca Cola Enterprises, the largest bottler in the IS),
and Coca Cola Amatil, an international bottler based in Sydney,
)ustralia. Coca Cola Amatil operates in over seven countries and
serves a population of over D<< million people.
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Coca Cola
'('(. %AST &ISTOR+ OF ASSOCIATE# BE/ERA$ES %RI/ATE "IMITE#
1oday, )ssociated (everages Private *imited is one of the =D bottlers of
,oca ,ola in India. It is a franchisee oned bottling operation $A.(.&
of ,oca ,ola. %stablished in 5?HF, )ssociated (everages Private
*imited started off as a franchisee for Parle products.
(ut, production of Parle soft drin's started only in 5?H>. Initially it had
only to products vi:., Gold Spot and isleri Soda! In 5?H=, the
company commenced production of Limca also. In 5?H6 bottling
operations for Thums Up as started . 4uring this period only D<< ml.
and D=< ml.. bottles ere being filled.
In the year 5??F, ,oca ,ola too' over the Parle Soft 4rin's 4ivision.
1his resulted in )ssociated (everages Private *imited becoming a
franchisee bottling partner of ,oca ,ola. (ut it as only in )pril, 5??H
that bottling operations for Coca Cola and Fanta ere started. 1ill this
time the Parle products li'e Thums Up" Limca" isleri Soda ere being
bottled. )t the same time, the F<< ml. bottle made its appearance in
the 4elhi mar'et. In March, 5??6 the production of Gold Spot as
stopped. 1his as done to promote Fanta as both Fanta and Gold
Spot occupied the same segment of non 3 cola -fun drin'/.
1he head office of )ssociated (everages Private *imited is located in
the heart of 4elhi and the bottling plant is situated in (urnihat,
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Coca Cola
Meghalaya. 1he initial production capacity of the bottling plant as 5D<
bottles per minute and this as doubled in 5??7 to D>< bottles per
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Coca Cola
minute. 1his expansion in production capacity has made this bottling
plant at par ith international standards. 9oever no the capacity is
FH< bottles per minute $as per latest update from the company&.
(esides bottling operations for soft drin's, )ssociated (everages
Private *imited had other interests too. 1he other productsJservices
ere Goldpine $Jams, Jellies and other canned and processed food
products&, A#ua ailley $Mineral ater&, and tyre retreading services.
(ut on the 5st of March, 5??6 these operations ere separated from
the bottling operations and given the shape of an altogether ne
company by the name of )1, )gro Industries *imited.
1*
Coca Cola
'('(0 %RESENT %ROFI"E AN# F*T*RE %"ANS OF ASSOCIATE# BE/ERA$ES
%RI/ATE "IMITE#
)ssociated (everages Private *imited cater to all the seven states of
north east India vi:., )ssam, )runachal Pradesh, Meghalaya, Mi:oram,
1ripura, Nagaland and Manipur. 1he only other franchise bottling
partner of ,oca ,ola has its Plant in Jorhat $upper )ssam&. (ut this
plant does not have bottling operations for Coca Cola and Fanta.
Moreover the Jorhat plant has a very lo production capacity and
caters to the population of a fe tons of upper )ssam and parts of
Nagaland bordering )ssam.
1he biggest mar'et for )ssociated (everages Private *imited is
#uahatiE hich accounts for approximately 7<G of the company/s
total annual sales. Shillong comes second ith D<G of the total sales.
1he rest D<G sales is scattered all over the seven states of the north
east.
)ssociated (everages Private *imited, being the franchise bottling
partner of ,oca ,ola, is responsible for production, sales and
distribution and merchandising of ,oca ,ola brands. Its focus is on day
3 to 3 day relationship ith customers.
1he company does have not facilities for production of cans or one and
half litre carry aay Pet bottles. ,ans and Pet bottles are supplied by
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Coca Cola
(ritco Aoods ,o. *td., Pune and are mar'eted in this region by
)ssociated (everages Private *imited.
1he company being a franchisee of Coca Cola, it cannot have any
future plan independent to those of Coca Cola $ndia. )ll future plans of
Coca Cola $ndia has to be implemented by its franchisee henever
desired. (ut in case of advertisement, promotions etc. )ssociated
(everages Private *imited can invest any amount it desires. Coca
Cola $ndia helps the company in this regard by contributing D=G of the
spending on advertisements, hoardings etc.. Moreover, point 3 of 3
purchase materials such as visicoolers, posters etc. are provided by
,oca ,ola India.
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Coca Cola
'('(1 T&E . A2S STRATE$+
1he F )/s, namely, availa%ility, a&&orda%ility and accepta%ility has its
focus on the customers and consumers. It is basically a strategy to
reach increasing number of consumers.
A$aila)ilit# % 1he main challenge of ,oca ,ola is to place its
products +ithin an arm/s reach of desire/. 1his it
plans to do ith improved or innovative ne
pac'aging, dispensing systems, distribution
systems and mar'eting programs.
Affora)ilit# % ,oca ,ola addresses this aspect by ma'ing the
products available at a price affordable to the
consumer. 1his is done by continually focussing on
ma'ing the production and distribution system more
efficient and cost effective.
Accepta)ilit# % )cceptability reBuires the product to be of the
highest Buality. )lso acceptability can be effected
through advertising, sponsorships, promotions
community programs etc.
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Coca Cola
'('(3 T&E MAN*FACT*RIN$ %ROCESS OF COCA CO"A BRAN#S
,oca ,ola products reach the consumer through a variety of different
beverage systems, including bottles, cans and fountain drin's. 1he
exact steps in the process differ depending on the beverage system
used.
Aor the bottle or can beverage system, the ingredients are pre3mixed
and the beverage is ready to drin'. 1his beverage system includes
returnable glass bottles of F<< ml $!#(& and cans. 1he glass bottles
are cleaned and rinsed.
1he fountain beverage system is also called the post3mix beverage
system. It involves dispensing systems here syrup and carbonated
ater are mixed together. 1he syrup for post3mix is store in stainless
steel tan's or (ag3in3 (ox containers in a near by storage area and
piped to the dispensing system. ) carbonator is located in the
dispenser cabinet and mixes carbon3dioxide ith locally supplied ater.
1he syrup and carbonated ater are cooled and mixed by the
dispensing system in a specific proportion to get the ultimate product.
Aor the pre3mix beverage system carbonation is the final step. It is
done after the mixing of the syrup and ater. 1o protect the uniBue
flavours that are associated ith the products of the Coca Cola
concentrate and beverage bases are 'ept secret.
Moreover ater treatment is given special emphasis. Since ater
Buality and character varies from place to place, a treatment process is
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Coca Cola
utili:ed to create ater hich meets an exacting standard. Iniformity
of ater is critical to ensure that every ,oca ,ola beverage, no matter
herever it served, ill taste exactly the same. 1he treatment usually
reBuires chemical treatment folloed by filteration through a series of
sand and activated carbon filters. 1he treatment process varies in each
area because it is specifically designed for local ater condition.
)ll through the production process, Buality control personnel ta'e
samples of the product on a regular basis. 1hese samples are ta'en to
a specially eBuipped lab here they are tested for Buality and to ensure
the correct proportion of ingredients.
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Coca Cola
'(- OB4ECTI/ES OF T&E %RO4ECT ,
1he soft drin' business in India is orth more than !s. F,<<< crores.
(eteen )pril and July almost =<G of the annual sales ta'e place. In
the northeast of India almost 7<G of the sales ta'e place in these four
months of the year. )lso, #uahati, the gateay to the northeast, is
solely responsible for 7<G of the annual sales of )ssociated (everages
Private *imited.
.ne of the values of the ,oca ,ola system is presence 3 that ,oca
,ola should exist everyhere and should be available to anyone ho
ants a drin', whenever and wherever" on this planet. 1o fulfill this goal
just producing high Buality products is not sufficient. )n effective
distribution system holds the 'ey to this ultimate goal. 4istribution
includes the activities of sales delivery, merchandising and local
account management.
1he main objective of this project is to study the distribution netor' of
,oca ,ola in 4elhi and find out the various drabac's and
shortcomings of it. 1his project also aims to provide suggestions to
remedify the flas in the distribution system. )lso this project tries to
study the behaviour of consumers toards their preferred brand of soft
drin' and hat they desire from the company.
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Coca Cola
'(. NEE# OF T&E %RO4ECT AN# ITS SI$NIFICANCE
)pproximately H<G of ,oca ,ola beverage purchases are impulse
purchases. 1his means that hen the consumer enters a retail outlet
he did not have any intention in mind of purchasing, but on impulse he
made the purchase. 1o promote impulse purchasing to factors are
very critical. 1hey are 2
)vailability
Kisibility
)vailability means that the products should be available to the
consumer wherever he is and whenever he demands it. Kisibility
means that the products or its trademar' should be very much
prominent and visible to the consumer so as to promote impulse
purchase.
(ut the very first factor of -availability/ is a major problem in the 4elhi
mar'et. (ut this is not the case in all parts of the city. 4uring the pea'
summer season parts of the city simply go dry and remain so for days
together. )t the same time other parts of the city has ample stoc'.
1his non3availability reflects very poorly on the orld/s most recognised
brand/s image, not to say the effect it has on the sales of the company.
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Coca Cola
Moreover, ,oca ,ola is not facing much of a competition from its
traditional arch rival Pepsi. 1his is because the only bottling plant of
Pepsi in the northeast of India is in 4imapur, Nagaland and its capacity
is very less to cater to the hole of this region. It caters to the
population of Nagaland and parts of upper )ssam bordering Nagaland.
this is the only reason hy Pepsi has no visible presence in 4elhi and
hy it has not been able to penetrate into the strong ,oca ,ola mar'et.
(ut no Pepsi is setting up a bottling plant in !ani, very close to 4elhi
hich ill have the same capacity as the ,oca ,ola plant. 1his bottling
plant hich is due to start operations in September 5??6, ill then cater
to the hole population of the northeast. No, if the glaring deficiencies
of ,oca ,ola in its distribution netor' is not remedified than Pepsi ill
certainly succeed in eating into a si:able chun' of the ,oca ,ola
mar'et.
Aor these above reasons this project is significant to )ssociated
(everages Private *imited so that they do not lose out its strong hold
on the 4elhi mar'et hen their arch rival Pepsi enters the battle field.
Aor me also this project is of great significant, as after having chosen
mar'eting as a career this project has given me an opportunity to get
an insiders vie of operations of one of the orld/s most recognised
brands.
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Coca Cola
1e are a sociall# conscious compan#
,oca3,ola believes that its business should bring benefit and
refreshment to communities herever it operates. In India as ell,
,oca3,ola provides extensive support for community programs across
the country.
8e support community3based primary education projects for
marginali:ed children in slums and villages, benefiting =<
schools, thousands of students, over =<<,<<< villagers and over
5<,<<< slum dellers, as ell as several villages near ,oca3,ola
bottling plants.
8e partner ith N#.s as ell as the !ed ,ross to provide free
medical facilities and information to tens of thousands of
underprivileged people in seven states in India as ell as several
villages near ,oca3,ola bottling plants
(y D<<>, the company had created a !ainater 9arvesting
$!89& potential $both inside as ell as outside the plant& of 5.>D
million cubic meters $M,M&, hich is approximately HDG of the
groundater used by ,(./s.
Aurther the company plans to become L8ater PositiveL
organi:ation $.r.t to groundater used by ,(./s& by D<<7. 1o
achieve the same, company plans to install !89 structures
inside the plants as ell as outside the plants.
1e are committe to 'orl2class 3ualit#
,oca3,ola believes that its business should bring benefit and
refreshment to communities herever it operates. In India as ell,
,oca3,ola provides extensive support for community programs across
the country.
1hrough ,oca3,ola/s globally accepted and standardi:ed
manufacturing processes and ;uality Management Systems, e
2"
Coca Cola
ensure that our manufacturing facilities are eBuipped to provide
the consumer ith the highest possible Buality beverage each
time.
4ifferent plants of the company have on the #olden Peacoc'
National ;uality )ard in D<<F M D<<> and the #olden Peacoc'
%nvironment Management )ard in D<<5.
)ll D= of the India 4ivision/s ,ompany3oned bottling plants
have gained the International Standard IS. 5><<5 %nvironment
Management System certificate.
1he 1amil Nadu #overnment recogni:ed the company as the
+(est Private ,ompany0 in the state.
1he company as also recogni:ed by the !ajiv #andhi
Aoundation for its contribution to the community.
The facts a)out +olas
8e expect suppliers to communicate these L#uiding Principles for
Suppliers to 1he ,oca3,ola ,ompanyL to their employees. 1hese
principles should be provided in the local language and posted in an
accessible place. 8e also expect suppliers to develop and implement
appropriate business mechanisms to monitor compliance ith these
#uiding Principles
4i&h 5esticie +ontent
,oca3,ola and 1hums Ip are safe. 1hey meet all applicable
safety standards and all ingredients are food grade Buality.
1he ,oca3,ola ,ompany uses one Buality system around the
orld.
1he process of manufacturing ,oca3,ola and 1hums Ip
involves ><< tests to ma'e sure every drop of Indias favorite soft
drin' is of the highest Buality.
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Coca Cola
Pesticide residues in traces may get into the source ater due to
their presence in the environment. 9oever, ater used in ,oca3
,ola and 1hums Ip meets standards hich are at par ith the
most stringent %I norms.
,oca3,ola ,ompany uses Multiple (arrier 1reatment hich is a
six stage purification process including activated carbon
treatment.
Aci +ontent in soft rin-
)ll soft drin's contain acids $and so do the fruit juices such as
lime or orange juice&.
1his is primarily to provide a tart flavor.
1hey also have a preservative effect.
1he acids present in our stomach, secreted by stomachs inner
lining, enables the body to assimilate nutrients
1hey are particularly helpful in the conversion of proteins,
carbohydrates, fats to energy.
1he primary acid present in stomach is 9ydrochloric )cid. It is
ell 'non that hydrochloric acid is a strong acid as compared to
acids present in soft drin's vi:. phosphoric or citric acid, hich
are ea' acids.
Phosphoric and ,itric acid are recogni:ed by many health
authorities orld ide as perfectly safe food additives.
+affeine
Scientific evidence does not support any relationship beteen
caffeine consumption and health problem
,olas contain one third Buantity of caffeine in breed coffee and
half the amount in tea
In fact, caffeine in small Buantities have been shon to increase
alertness
2,
Coca Cola
Su&ar
,olas contain the same amount of sugar as in most of fruit
juices.
)ccording to medical science, all foods including those ith
sugar can be a part of a balanced diet.
Aor consumers ho ish to consume less sugar, diet versions of
,olas ith non3nutritive seetener have been made available.
6ental 4ealth
It has been established by various researches Buoted in the
Journal of (one and Mineral !esearch, IS) that soft drin'
consumption has no adverse impact on bone density or calcium
content of the body.
Stic-# foos contribute to tooth decay
!oos such as +a-es7 !ruits7 Brea7 8ice7 5otatoes an
other commonl# eaten starches that stic' to the teeth can
cause cavities, if not removed by regular brushing. Soft drin's
remain in contact ith teeth for a fe seconds, and thus has no J
less potential to cause harm
+ar)oh#rates are an essential part of iet7 they are found in
many forms in our food. 1hus proper dental hygiene and a
balanced diet are the best ay to prevent tooth decay.
6entists are no' reali9in& that it is a combination of factors
hich contribute to tooth ear and erosion. It includes 2
)ggressive tooth brushing
1ooth grinding during sleep
Poor off bite resulting in excessive force on teeth during
cheing
The )est 'a# out is to maintain &oo oral h#&iene an to
re&ularl# $isit the entist.
2.
Coca Cola
Bone 4ealth
Soft drin's do not cause bone loss. (one loss in adults can be
caused by many factors.
Not all soft drin's contain phosphoric acid and those that do
$typically ,olas& contain only a very small amount.
InadeBuate inta'e of calcium is the most common dietary cause.
Phosphorus is an essential nutrient, but the amount in soft drin's
is very small compared ith other sources of phosphorus in the
diet.
In humans, phosphorus does not affect calcium absorption
1he consumption of soft drin's, including ,olas, does not cause
osteoporosis.
Insufficient calcium inta'e, hormonal changes, and a lac' of
eight3bearing physical activity are considered to be the primary
causes of osteoporosis.
2/
Coca Cola
'(0 SCO%E OF T&E %RO4ECT 5 E6TENT AN# "IMITATIONS
1his project is limited only to the 4elhi mar'et of ,oca ,ola and studies
only the distribution netor' ithin the city. It does not study any other
mar'et to its distribution. (ut 4elhi being itself responsible for 7<G of
the total annual sales of the company this project is of some
significance and can be said to be somehat representative of the
hole northeast of India.
Moreover, this study relates only to the urban consumer and as such
has no relevance to the psyche of the rural consumer. )s such this
project is limited only to the urban mar'et of ,oca ,ola.
)lso, one of the brands of the company vi:. (isleri ,lub Soda does not
come under the scope of this project as its target mar'et is totally
different from the soft drin's mar'et.
1his project covers all the telve distributors and the retail outlets under
the company ithin 4elhi city.
30
Coca Cola
-(' RESEARC& #ESI$N
1his project is more of a Bualitative study than a Buantitative study.
Since this project aims at studying the deficiencies of the distribution
system of ,oca ,ola brands in 4elhi city, the best ay to do it is to
chec' out first hand the efficiency and effectiveness of the distribution
netor' by personally going to the mar'et and tal'ing to the
distributors, retailers and consumers.
)lso, to go to the consumers, a Buestionnaire as designed for
'noing the preferences of consumers and the various factors hich
affect their preferences.
1he Bualitative analysis of this project is mainly based on first hand
observation of the mar'et, the ay it functions and by having
unstructured conversations ith distributors, retailers and consumers.
31
Coca Cola
-(- #ATA CO""ECTION SO*RCES
1he data mostly collected, such as sales figures of previous years,
number of distributors, retailers etc. ere obtained from the company
office itself. Moreover, other secondary data such as National Mar'et
share of ,oca ,ola brands etc. ere obtained from maga:ines such as
(usiness India and nespapers li'e 1he 1imes of India. 1he primary
data as obtained from the Buestionnaires administered on consumers.
32
Coca Cola
-(. #ATA CO""ECTION MET&O#S AN# INSTR*MENTS
1he data collection method for this project begins ith finding a sample
of the population. 1he population for this project as the entire 4elhi
and finding a fairly representative sample of this population can never
be perfect.
)t the very beginning the hole mar'et as divided into telve :ones
each having one distributor of ,oca ,ola and samples proportionate to
the number of retailers the distributor caters to are ta'en. )gain from
each distributor :one the sample ta'en as at random. 1here as no
set pattern to select a sample. Moreover, there may be a bias in the
findings, since a majority chun' of the sample ere consumers at the
point3of3purchase in mar'et places, par's, cinema halls etc. 1he
distributors all over the 4elhi has H?D< retailers under them hich
include pan3allahs, school canteens, institutional or office canteens
etc. 1he distributors do not serve eBual number of retailers individually.
"eeping this in mind the sample si:e ta'en from each distributor :one
is proportionate to the number of retailers in each :one.
1he instrument for data collection as a structured Buestionnaire
targeted toards soft drin's consumers. 1his Buestionnaire as to
'no the tastes and preferences of consumers of soft drin's.
)s far as interacting ith distributors and retailers of ,oca ,ola
products there as no fixed structure. 1he mode of communication
33
Coca Cola
as informal and friendly conversation hich does not limit discussion
ithin a ell defined boundary. 1his helps in listening to the distributor
and retailers hat they have to say, because prime importance needs
to be given to this, as they are the people ho stay in the mar'et the
hole day. Informal and friendly conversation also allos the mas',
that one ears hen doing business, to be dropped to accommodate
free flo of thoughts and ideas. (y going to the mar'et and just
atching ho a consumer buys a ,oca ,ola and ho a retailer sells it,
one can get a good idea of the operations of the mar'et also.
34
Coca Cola
-(0 SAM%"IN$ %"AN
1he sampling plan as basically random. 1he sample si:e chosen as
>=< consumers of soft drin's from all over the 4elhi city. 1his sample
si:e as divided into telve distributor :ones, each :one being the
allotted area to be covered by a distributor. Since, the distributors
ithin their respective :ones serve different number of retailers the
division of samples to the telve :ones cannot be eBual. the number of
samples out of the >=< samples to be chosen from each distributor
:one is proportionate to the number of retailers ithin the parameter of
each :one. )ll the distributor :ones have a total of H?D< retailers. for
example, MJs "amrup %nterprises caters to around D<<< retail outlets
ithin its territory, so from this :one 55< respondents as ta'en out of
>=<. Similarly for distributor :ones having around 5<<< retail outlets
the number of respondents chosen as == and so on. 1his ay each
distributor :one as represented in a fairly representative manner. (ut
even then, a bias ill be there as the number of consumers being
served by all the retailers are not eBual and in some cases there are
vast differences. 4ue to the non availability of the figures of the exact
consumer si:e covered by each retailer this bias is inevitable.
)lso the respondents chosen ere mostly near points3of 3purchase ith
a soft drin' bottle in one hand. 1hese respondents ere chosen at
random from par's and recreation centres such as cinema halls etc.
1here as a problem ith a house3to3house survey. 1his as because
of the highly volatile political atmosphere and fear psychosis of the
3"
Coca Cola
insurgency prone north east India, people do not open doors to
strangers specially youths even after introducing oneself. 1his compels
one to reach out to more accessible people li'e the ones in mar'et
places, outside cinema halls etc. 1his problem may also result in some
bias.
1he Buestionnaire as targeted at individuals and not households.
1his as because every individual is a consumer or potential consumer.
) household may contain more than one consumer and sometimes it so
happens that the tastes and preferences of family members may not be
ali'e.
3*
Coca Cola
-(1 FIE"# 7OR) %"AN
I joined for my training programme on the 5<th of 4ec D<<5. My actual
field or' started on the 5>th of 4ec., since my project duration as of
Aour ee's a field or' plan as dran up to manage time effectively.
1he fieldor' as planned for completion ithin F< days.
1he number of days allotted for the fieldor' as based on the number
of respondents to be administered as per the sampling plan.
Aor the first ee' hile visiting the area covered by the distributor MJs
"amrup %nterprises. I ent in the ,oca ,ola distribution van. In the
morning, I as pic'ed up on the ay to the mar'et. 1his enabled me to
observe from close Buarters ho salespersons of the company go
about in their business ho the retailer, distributor and the company
sales person interact amongst themselves. )fter the first ee' I
decided to go on my on as my schedule did not match ith the
schedule of the sales persons and the distribution vans.
(esides administering the structured Buestionnaires on consumers
most of the time as devoted to interacting ith the retailers tal'ing
about their problems, ho they can be solved and ho can ,oca ,ola
capture more of the 4elhi mar'et.
3,
Coca Cola
.('(' FIN#IN$S FROM T&E 8*ESTIONNAIRE ,
!a$ourite soft rin-s
.ut of the >=< soft drin' consumers surveyed 5D5 voted 1hums Ip
as their favourite soft drin', hich is D7,6G
55< respondents voted ,oca ,ola as their favourite soft drin', hich
is D>.>G
=? respondents preferred Pepsi as their favourite soft drin' i.e.
5F.5G
Aanta and Mirinda ere very close to each other ith => $5DG& and
=D $55.=G& of the respondents respectively naming these to
brands as their favourite
*imca finds itself at the bottom of the mar'et ith just >D
respondents $?.FG& voting for it
5D of the respondents ?D.7G& voted for other brands such as frooti,
onjus etc.
3.
Coca Cola
FA/O*RITE SOFT #RIN)
,oca3,ola
D>.>G
Pepsi
5F.5G
1hums3Ip
D7.6G
Aanta
5DG
Mirinda
55.=G
*imca
?.FG
.thers
D.7G
Males !emales
)ge #roup
$in years&
less than D< D<3>< above >< *ess than
D<
D<3>< above ><
,oca ,ola F5 DF 5< D5 5H 6
Pepsi 57 5D = 55 ? 7
1hums Ip F> D= 55 DD 5? 5<
Aanta 5= 55 = 5< 6 =
Mirinda 5> 55 = ? ? >
*imca 5D ? > 6 H D
.thers F F 5 F D <
1otal 5D= ?> >5 6> H5 F=
3/
Coca Cola
FA/O*RITE SOFT #RIN) ACCOR#IN$ TO A$E $RO*% 9MA"ES:
,oca3,ola Pepsi 1hums3Ip Aanta Mirinda *imca .thers
<
=
5<
5=
D<
D=
F<
F=
,oca3,ola Pepsi 1hums3Ip Aanta Mirinda *imca .thers
Males less than D<
Males D<3><
Males above ><
FA/O*RITE SOFT #RIN) ACCOR#IN$ TO A$E $RO*% 9FEMA"ES:
,oca3,ola Pepsi 1hums3Ip Aanta Mirinda *imca .thers
<
=
5<
5=
D<
D=
,oca3,ola Pepsi 1hums3Ip Aanta Mirinda *imca .thers
Aemales less than D<
Aemales D<3><
Aemales above ><
40
Coca Cola
5referre form of pac-a&in&
D?D out of >=< respondents $7>.6G& preferred the returnable glass
bottle $!#(& form of pac'aging
65 respondents $56G& voted for cans as their form of pac'aging
7= respondents $5>.>G& preferred the one and a half litre carry aay
P%1 bottles over other forms of pac'aging.
MOST %REFERRE# FORM OF %AC)A$IN$
!eturnable
glass
bottles
Pet bolltles ,an
<
=<
5<<
5=<
D<<
D=<
F<<
!eturnable
glass
bottles
Pet bolltles ,ans
41
Coca Cola
+riteria for )ein& the fa$ourite rin-
D<> respondents preferred their favourite soft drin's for its taste J
flavour $>=.FG&
(rand Image is the second most important criteria for being the
favourite as 5F7 respondents $F<.DG& have to say
7> respondents $5>.DG& have cited advertisementsJpromotions as
being the criteria for being the favourite soft drin'
Price came third as a criteria for purchasing a soft drin' ith FD
respondents $H.5G& voting for it
)vailability as a criteria for only 5> respondents $FG& for being the
favourite soft drin'.
56D respondents Buestioned do not buy any other available soft drin'
if their favourite soft drin' is not available. 1he rest D76 go for other
available soft drin's.
42
Coca Cola
The secon choice in case the fa$ourite soft rin-s is not
a$aila)le is as )elo' %
77 respondents each prefer ,oca ,ola and Pepsi respectively
1hums Ip came in second ith => respondents voting for it
Aanta scored F7 votes as second preference
D= respondents prefer *imca in case of non3availability of their
favourite soft drin's
Mirinda comes in at the bottom ith only D5 respondents ansering
to it as their second preference
SECON# FA/O*RITE SOFT #RIN)
,oca3,ola
D>.7G
Pepsi
D>.7G
1hums3Ip
D<.5G
G
Aanta
5F.>G
Mirinda
H.6G
*imca
?.FG
43
Coca Cola
1o the statement hether +television advertisements play a major
role in the buying process of soft drin's0, the response as
somehat li'e this 2
5=7 respondents +Strongly agreed0 to it
D<7 respondents simply +agreed0 to it
7= respondents ere +neutral0 to this statement
5? respondents +disagreed0 to this statement
> respondents +strongly disagreed0 to this statement
A#/ERTISEMENTS %"A+ A MA4OR RO"E IN T&E B*+IN$ %ROCESS
Strongly
agree
)gree Neutral 4isagree Strongly
disagree
<
=<
5<<
5=<
D<<
D=<
Strongly
agree
)gree Neutral 4isagree Strongly
disagree
44
Coca Cola
.('(- , $ENERA" FIN#IN$S FROM T&E MAR)ET
1he sales figures $in number of cases& for 4elhi for s D<<F and D<<>
are as follos 2
Sales :in cases; 2003 2004
1arget D,H?,<<< D,67,<<<
)ctual D,6=,<<< F,5<,<<<
SA"ES 9IN CASES: IN -;;. AN# -;;0
D<<F D<<>
D7<<<<
D7=<<<
DH<<<<
DH=<<<
D6<<<<
D6=<<<
D?<<<<
D?=<<<
F<<<<<
F<=<<<
F5<<<<
4"
Coca Cola
1he rate of visibility of ,oca ,ola products in comparison to its
traditional rivals Pepsi as very high .
Pepsi products ere found only in a fe outlets hereas ,oca ,ola
products had its presence all over the city.
(ut at the same time ,oca ,ola products sometimes ere visible
only as empty cases in parts of the city ith stoc' running out hile
other parts of the city had ample stoc'. 1his condition of parts of the
city going dry hile other parts ere amply stoc'ed sometimes
continued for a ee'.
1he most common anser to this problem given by the retail outlets
to the consumers as + no supply 0. 1his means that the company
has not been able to produce and supply as per the existing demand
of the mar'et.
1he (urnihat bottling plant had a capacity of filling 5D< bottles per
minute hich as doubled in D<<> to D>< bottles per minute,
hoever the number no raised to FH<.
(eside this plant, there is one more bottling plant of ,oca ,ola
products in Jorhat, in upper )ssam. (ut, it does not have bottling
facilities for ,oca ,ola and Aanta. It caters only to Jorhat district and
parts of Nagaland bordering )ssam.
Pepsi/s virtual absence in 4elhi can be attributed to the fact that in
the hole north eastern region it has only one bottling plant in
4imapur, Nagaland hich is of lesser capacity than the ,oca ,ola
4*
Coca Cola
(urnihat plant. 1his plant caters to the states of Nagaland, Mi:oram,
1ripura and parts of upper )ssam bordering Nagaland. In 4elhi most
of the Pepsi stoc' comes all the ay from Pune.
1he distribution of ,oca ,ola products in 4elhi is not very complex.
Mostly it is a matter of fe hours beteen production to
consumption. )fter production, the products are distributed,
according to the reBuirements, to the telve distributors ithin the
city. 1hese distributors then redistribute the products to the retail
outlets present in their operational territory.
1he ra materials for productions such as the concentrate, sugar
and carbon dioxide all come from ,alcutta. 1his is done to maintain
the standard level of purity of sugar and carbon dioxide all over the
orld.
1he most important piece of nes for ,oca ,ola in 4elhi is that
its arch rival Pepsi is setting up a bottling plant at !ani, in the
outs'irts of 4elhi ith a capacity eBuivalent to the (urnihat plant.
1his plant at !ani, hich is planned for commencement of operations
from SeptemberJ.ctober D<<D ill then cater to the hole soft drin's
mar'et of the North3%ast. 1he competition after commencement of
operations of the Pepsi plant is bound to get heated up.
4,
Coca Cola
.(- ANA"+SIS
1he population of 4elhi as of no is approximately 56,=<,<<< and if
e relate this to the sales figure of D<<> e ill get a rough estimate
of the per capita consumption of soft drin's in the city. 1he sales
figure for D<<> as F,5<,<<< cases i.e. $F5,5<,<<< x D>& bottles
hich is H>,><,<<< bottles. 1his ay the per capita consumption
comes to H>,><,<<< J 56,=<,<<< N >.<D bottles. this means that
every individual consumer consumes approximately > bottles of soft
drin's annually.
No by the year D<<< population is expected to rise to around
5?,5H,<<< hich ill be an increase of around F.7DG. If it is
considered that the per capita consumption remains constant, then
the demand ill also increase li'e ise i.e. 55,DDD cases bringing it
to around F,D5,DDD cases. No, this figure of F,5<,<<< cases
achieved in D<<> is not the demand, but supply. )nd in 4elhi
demand is alays more than supply $figures from 2 Statistical 9and
boo'E #ovt. of )ssam,D<<=&
4.
Coca Cola
4ata collected from the Buestionnaire ran's 1hums Ip as the most
preferred soft drin' folloed by ,oca ,ola, Pepsi, Aanta, Mirinda,
*imca and others respectively in that order. 1he +other0 soft drin's
mainly include tetrapac' fruit juice beverages such as Arooti, .njus
etc.
1hums Ip D7.6G
,oca ,ola D>.>G
Pepsi 5F.5G
Aanta 5DG
Mirinda 55.=G
*imca ?.FG
.thers D.7G
1he popularity of 1hums Ip can be attributed to the fact that it already
had a strong mar'et presence even during the times it as ith the
Parle soft drin's division before ,oca ,ola made its entry into India.
(ut even after five years of its existence in India, ,oca ,ola has not
been able to overta'e its sister brand in terms of mar'et share in 4elhi
city.
1asteJflavour and brand image are the to most important factors
hy ,oca ,ola products are purchased ith >=.FG and F<.DG
respondents voting for it.
,oca ,ola/s multi local approach to mar'eting is designed to meet
the needs of the local consumers. It approaches mar'eting in a
4/
Coca Cola
global sense, but or's ith each area on a local basis, through a joint
partnership beteen the ,oca ,ola ,ompany and the bottlers,
hich in 4elhi is )ssociated (everages Private *imited.
1he distribution of ,oca ,ola products include the activities of sales,
delivery, merchandising and local account management . In the
conventional sales system the demand of all retail outlets on a
particular route are estimated and a truc' is loaded accordingly.
1he route sales person discuss ith the customers his actual
needs at the business location and unloads the product, stoc's the
shelves and merchandises accordingly. 1he sales person is also
responsible for local account management, hich involves
managing the financial part of the transaction, developing and
maintaining rapport ith the retailer and loo'ing for additional sales
opportunities.
(y loo'ing for ne sales opportunities, the sales person can help
the retailer improve his business. Aor example, the salesperson
might identify opportunities for the retailer to sell more product or
consider hat additional products consumers may ant.
)nother type of sales techniBue is called the )dvance sell or Pre3
sell system. In this system, a sales person calls on each retailer
ith the specific purpose of ma'ing a sales call, but does not
actually deliver the products. 1he sales person establishes rapport
ith the retailer, discusses ne sales opportunities and
"0
Coca Cola
merchandises the products ordered, usually the folloing day and
does additional merchandising.
1he above to systems ere direct distribution system. 1he other
form of distribution system herein an organisation hich is not
part of ,oca ,ola system i.e. the distributor, has control over the
elements of distribution vi:. delivery, merchandising and local
account management
In 4elhi there are telve authorised distributors ho control the
four vital elements of distribution. %ach of these distributor is
allotted a fixed number of empties $i.e. cases ith empty bottles&.
Suppose a distributor is allotted 5<<< empties. 1he distributor may
return say =<< empties and get them filled up. 1hese filled cases
are then sent to the retail outlets ithin the distributor/s :one of
operations. 1ill the time these cases come bac' as empties the
other =<< empties are filled up by the bottler and in this ay the
cycle goes on.
1he distributor gets !s. 5< as commission per case. Moreover,
each distributor is given a target to achieve and if it succeeds in
achieving the target he is given an additional !s. D as incentive on
the total sales. Aor example, if the distributor is given a target of
5=,<<< cases to be sold and he achieves 57,<<< cases, then his
total commission ill be !s. 5D x 57,<<< N !s. 5,?D,<<<. (ut if he
achieves a sales of 5>,<<< cases then his commission ill be !s.
5< O 5>,<<< N !s. 5,><,<<<.
"1
Coca Cola
"2
Coca Cola
0(' , CONC"*SION
1he !s. F,<<< crore soft drin' business in India scores its biggest hit3
almost =<G of all soft drin' sales 3 beteen )pril and June. )nd it is
during this period that the 4elhi mar'et goes dry from time to time.
H<G of soft drin' sales is through impulsive buying i.e. the consumer
comes to the retail outlet ithout any intention to buy but on impulse
actually purchase a soft drin'. 1o promote this purchasing to factors
are very important. 1hey are 2
)vailability
Kisibility
If even one of these factors is lac'ing then a big chun' of sales can be
lost. In 4elhi the folloing deficiencies need to be rectified by ,oca
,ola to retain and increase its present mar'et share 2
1he capacity of the bottling plant, inspite of being doubled to D><
bottles per minute is still not sufficient to meet the huge of the
mar'et.
1he distributors, inspite of having areas of operation donot stic' to
them but try to grab mar'ets of each other to increase their sales.
"3
Coca Cola
1he basic ingredients li'e sugar and carbon dioxide is brought all
the ay from ,alcutta and the flo of goods is not smooth because
of the volatile political and highly militant atmosphere of the north
eastern region.
1he communication gap beteen the supplier and bottler can prove
costly if its freBuency increases during the pea' season.
*ast but not the least, Pepsi/s setting up of a bottling plant in this region
should ma'e ,oca ,ola more alert and it should start setting its house
in order.
"4
Coca Cola
0(- RECOMMEN#ATIONS
1o rectify the above deficiencies the folloing suggestions may be
helpful to the company.
1he capacity of the bottling plant needs to be increased. (ut this may
not be feasible 'eeping in mind the constraints of the company/s
financial strength. In that case, the company should go in for a joint
venture ith ,oca ,ola India hich ill go a long ay in facilitating
an increase in the plant capacity or setting up another plant.
1he operations of the distributors should be more closely scrutini:ed
so that they cannot encroach on others territory. Aor this a atertight
map of the distributor :ones should be made. 1he distributors should
be made accountable for any deficiency in their respective areas of
operation. 1his ill go a longay in ensuring that no area goes dry
for days together and ill also promote more product visibility.
Suppliers of carbon dioxide and sugar can be appointed ithin the
state after strict Buality control tests and constant monitoring
thereafter. 1his ill go a long ay in cutting don transportation
costs and the hassles involved ill be eliminated. )lso, this ill
generate employment for the local masses and the company can
earn goodill of the public hich in turn ill inevitably promote sales.
""
Coca Cola
*apses in communication can be very crucial as in this industry the
average time period from production to consumption can be just a
fe hours. 8hen a concentrate of ,oca ,ola is needed and
concentrate for 1hums Ip comes in, it may result in ,oca ,ola
vanishing from the mar'et for one day or to. )s such this type of
communication lapses has to be avoided at any cost.
It is no high time for the company to chal' out a strategy to battle
Pepsi because all this time Pepsi did not offer any sort of competition
to ,oca ,ola. 1he company no need to pull up its soc's and start
setting its house in order, as Pepsi is about to ma'e a big entry into
the 4elhi mar'et.
"*
Coca Cola
BIB"IO$RA%&+
(usiness IndiaE June D? 3 July 5D, D<<>.
India 1odayE May >, D<<F.
Mar'eting Management $?th edition&
by Philip "otler.
Mar'eting !esearch 3 1ext )nd ,ases $Hth edition&
by 9.8. (oyd, !. 8estfall and S.A. Stasch.
Ne and Improved 2 1he Story of Mass Mar'eting in )merica
by !ichard 1edlo.
!esearch Methodology$Dnd edition&
by ,.!. "othari.
Statistical 9and (oo'E #ovt. of )ssam, D<<=.
1he 1imes of IndiaE 5Fth )ugust, D<<=.
",
Coca Cola
8*ESTIONNAIRE FOR CONS*MERS OF SOFT #RIN)S
!espondent/s Name
Sex 2 )ge 2 .ccupation 2
Please tic' your choice or anser herever necessary 2
5. 8hich is your favourite soft drin' C
$a& ,oca3,ola $e& Mirinda
$b& Pepsi $f& *imca
$c& 1hums Ip $g& .thers$please specify&
$d& Aanta
D. 8hat ma'es this soft drin' your favourite C
$a& 1asteJAlavour $d& %asy )vailability
$b& Price $e& )dvertisementJpromotions
$c& (rand image $f& .thers$please specify&
F. 8hat form of pac'aging do your buy most C
$a& 5 5JD *itres carry aay perbottle
$b& F<< ml bottle
$c& FF< ml ,an
>. 4o you buy your soft drin's daily C
PesJNo
=. 9o much do you consume daily $FF< ml bottles& C
$a& 5 bottle $c& >J= bottles
$b& DJF bottles $d& more than = bottles
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Coca Cola
7. In case you do not find your favourite soft drin' ith your retailer
do you buy any other alternative C
H. 9o does your retailer explain the non3availability of your
favourite soft drin' C
6. 8hich is your favourite soft drin' advertisement C
Please specify here you sa it C
?. 1elevision advertisements play a major role in the buying
process of soft drin's C
$a& Strongly agree $b& )gree $c& Neutral $d& 4isagree
$e& Strongly disagree
5<. ,an you suggest improvements to ma'e your favourite soft
drin's even better C
:Than-s for #our cooperation;
"/
Coca Cola
COCA CO"A2S BOTT"IN$ %"ANTS A"" O/ER IN#IA
"OCATION BOTT"IN$ %"ANTS "OCATION BOTT"IN$ %"ANTS
Ahmeda*ad Britco #oods :anpur ;ahind Bottling
Amritsar Amritsar Beerages :hamama Sri Saraaraya Sugars
Auranga*ad 7alu+ Beerages :urnool Bharat Cottling South .ast
Bangalore Brindaan Beerages !uckno2 Brindaan Bottlers
Bareilly Hindustan Bottling !udhina !udhina Beerages
Bhopal <ishal Beerages (adurai (adurai Soft 1rinks
Bhu*hanesh2ar (anna 1rinks (angalore Souparnaca Beerages
Bilaspur ,armada 1rinks (um*ai Parle Beerages
Calicut (adurai Soft 1rinks ,agpur Superior 1rinks
Chandigarh :andhari Beerages ,a+i*a*ad Hindustan Bottling
Chennai Chennai Bottling ,asik ,asik Beerages
1ankuni Black 1iamond Beerages ,ellore Pinakini Beerages
1elhi 1elhi Bottling Patalganga Parle Bottling
#ai=a*ad Amrit Bottlers Patna )rient Beerages
4anganagar 4anganagar Bottling Pune )rient Beerages
4ha=ia*ad (oon Beerages 0ohtak Haryana 1rinks
4untur (odel Bottling Sahi*a*ad Coolade Beerages
4urgaon .nrich Agro #ood Products Surat Surat Beerages
4u2ahati Associated Beerages %arapur 1o*ule Cola Beerages
Hathras Brindaan Agro %aratala Black 1iamond Beerages
Hydera*ad Bharat Bottling South .ast %riandrum Hind. Bottling South 7est
Indore Indore Bottling 5daipur (e2ar Bottling
;aipur ;aipur Bottling <aranasi <aranasi Bottling
;ammu ;ammu Bottling <emagiri Sri Saraaraya Bottling
;amshedpur ;amshedpur Bottling <i+ay2ada <i+ay2ada Bottling
;odhpur 5nited soft 1rinks <isakhapatnam <.B.C. Industries
*0
Coca Cola
S"O$ANS *SE# TO A#/ERTISE COCA5CO"A O/ER T&E +EARS
5?<> 3 4elicious and !efreshing
5?DD 3 1hirst "nos No Season
5?DH 3 )round the ,orner from %veryhere
5?D? 3 1he Pause that !efreshes
5?FD 3 Ice3cold Sunshine
5?F6 3 1he (est Ariend 1hirst %ver 9ad
5?F? 3 ,oca3,ola #oes )long
5?>6 3 8here 1here/s ,o'e 1here/s 9ospitality
5?=7 3 ,oca3,ola... Ma'es #ood 1hings 1aste (etter
5?=? 3 (e !eally !efreshed
5?7F 3 1hings #o (etter 8ith ,o'e
5?H< 3 It/s the !eal 1hing
5?H5 3 I/d *i'e to (uy 1he 8orld ) ,o'e
5?H7 3 ,o'e )dds *ife
5?H? 3 9ave a ,o'e and a Smile
5?6D 3 8hen ,oca3,ola is part of your life, you can/t beat
the feeling
5?6? 3 ,an/t (eat the Aeeling
5?6? 3 ,an/t (eat the !eal 1hings
5??F 3 )lays ,oca3,ola
5??6 3 %at ,ric'et, Sleep ,ric'et, 4rin' only ,oca3,ola
5??6 3 %at Aootball, Sleep Aootball, 4rin' only ,oca3,ola
5??6 3 %at Movies, Sleep Movies, 4rin' only ,oca3,ola
D<<7 3 1hande "a 1ad'a@
*1
Coca Cola
F*N FACTS
%very day, consumers in approximately D<< countries around the
orld drin' an average of H,<<< ,oca3,ola beverages per second.
If all the ,oca3,ola ever produced as placed in bottles and...
Placed end to end, the bottles ould reach all the ay to the
moon and bac' 5,<>= times.
Stac'ed on a football field, the bottles ould form a mountain
FD= miles high, =? times taller than Mt. %verest.
*oaded on average3si:ed route truc's, passing a given point,
bumper to bumper, at a speed of 7= miles per hour, it ould
ta'e F years, 7 months, D ee's, and 7 days or all of the truc's
to pass.
Placed end to end the bottles ould rap around the eBuator
D<,<=5 times.
*2