Professional Documents
Culture Documents
SUBMITTED TO
Prof.- Dr. Kamala miss
SUBMITTED BY
Prbind kumar Rajbher
ROLL NO : 50557
STUDENT DECLARATION
I PRBIND KUMAR RAJBHER a student of ICLS COLLEGE T.Y BMS (SEM-5th)
hereby declare that the research project entitled COCA-COLA COMPANY in the
academic year 2011-2012 information submitted is true original to the best of my
knowledge
Sing of student
(PRBIND KUMAR)
ACKNOWLEDGEMENT
I take this opportunity with great to present before you this project on ' COCA-COLA COMPANY
whice is a result of cooperation, hard work & good wishes of many people. I would like
to thank my project guide BMS Coordination MR RAHUL KAMBLE. a great privilege for
me to his constant encouragement, meticulous guidance, constructive criticism and valuable counsel
through the project.
I am thank to guidance and cooperation hardwork successfully of my project
CERTIFICATE
Pr: RAHUL KAMBLE hereby certify to PRBIND RAJBHER
Studend of RAJIV GANDHI COLLEGE T.y.bms (sem: 5 th) has completed the
project title 'COCA-COLA MARKETING COMPANY in year of (2011-2012) . the
information submitted is true & original to the best of knowledge.
SING BY SIR
PRINCIPAL
COLLEGE / INSTITUTION
(
)
TABLE OF CONTENTS
Page No.
Preface
08
1.Executive summary
09
10-46
3.Introduction to Project
47-51
52-60
4.1 Interpretation
5.Limitations of Study
61-63
5.1 Findings
6.Suggestions and Recommendations
64-65
7. Bibliography
66-69
7
8. Questionnare
70-72
9.conclusion
73-74
PREFACE
Acceptance of New challenge makes the path for future success Today companies must urgently and
critically rethink their business mission and marketing strategies. Instead of operating in a market place of
fixed and known competition and stable customer preferences, today companies work in war zone of
rapidly changing customer/competitor technological , advance, new law , managed trade policies and
diminishing customer loyalty. Company considers the fact that today customer face a plenitude of product
every category. In the face of their vast choices, customer will gravitate to the offering that best meet their
individual needs and expectation. Therefore it is not surprising that todays winning companies are those
who succeed best in satisfying indeed delighting, their target customer. If they cant bring something
EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up an
independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by
virtue of sellout decision of the passed managing director Sh. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was
there in India till 1977. In toadys market the Coca-Cola hold a 62% market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
Being a capital & biggest business center of India I choose the area of Delhi to conduct my
study and to get lot of exposure & various opportunities to meet different kind of
customers. This project has been under taken to study the availability of complete range of
Coca-Cola products to retail outlets.
To conduct the detail study of my project, I worked for a distributor in south Delhi. During
the training period I covered the whole market of center Delhi
information from retail outlets regarding the availability of whole range of Coca-Cola
products. After getting the information, I list out those retail outlets and getting the
response regarding the various promotional schemes of coke and other.
PROFILE OF COCA-COLA
INDIA LIMITED
10
INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca,
Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush
to beg a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
companys engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local colas still notice in the Indian
Market. Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
American soft drink industry, Pepsi cola was a drink less to manufactures & with a less
satisfactory taste then Coke. Where as Coca-Cola major selling point was more drink for
the same price and Pepsi emphasized on advertising. During World War II Pepsi & Coke
11
both enjoyed increased sale. After the war Pepsi sale was started to fall relatively to Coke,
resulting the Coca-Cola had starting to click the Market share. A number of factory
contributed to Pepsi problem were poor image, poor taskforce, poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputationfor merchandising. He and his staff recognized that the main hope lay
transforming Pepsi from a cheap imitator of Coke into a class on soft drink manufacturer.
Soft drink industry is one of the fastest growing industries in India. The basic idea behind
the rapid growth of this industry is due to following reasons:
1.
The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2.
The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
3.
The long hot summers in India have increased the consumption of soft drinks.
12
COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.
13
14
CORE BRANDS :
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most
recognized and admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flovered drink made its U.S debut, using
Sprite Boy as inspiration for its name. This elf with silver hair and a big
smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest
growing major soft drink in U.S and the worlds most popular lemon-lime
soft drink.
Fanta : The name fanta was first registered as a trademark in Germany in
1941 ,when it was used for a few year for a soft drink created from available
materials and flavors . The name was then revived in 1955 in Naples, Italy,
when it was used for the: fanta orange drink we know today. It is now the
trademark name for a line of flavored drinks around the world.
Diet coke: The extension of the coca-cola name began in 1982 with the
introduction of diet coke (also called coca-cola light in some countries). Diet
coke quickly become the number one selling low calorie soft drink in the
world.
15
16
BRAND IN INDIAN
17
ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA
18
1942
1943
1959
Be Really Refreshed.
1962
1969
1970
1976
1982
Coke Is It .
1986
19
1989
1993
Always Coca-Cola
1998
1999
2000
2002
2003
2011
Big Coca-Cola .
20
21
The first out door paint sign advertising coca-cola still exists. It was
painted in 1894 in Cartersville, Georgia.
22
HISTORY
OF
COCA-COLA
23
24
There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very
difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing enjoyment.
25
THE COCA-COLA-MISSION
THE BEST GLOBAL COMPANY
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.
26
STRATEGIES ADOPTED BY
COCA-COLA
27
28
MARKETING MIX
29
promotion having its own significance, that varies from one organization to the other. in
coca cola the information about all the 4 P`s that can be available to me is given here:
PRODUCT:
Product mix of coca-cola consists of the various brand packs and flavor given in the table.
Product strategy of the coca-cola is to promote all brands available in the brand packs and
to introduce the product in new flavor is also introduced.
PRICE:
Regarding the pricing policy or the price to the distributor is not disclosed to me, but as
done for the different product of the company, company has priced the product same as
that of its major competitor or the market leader.
PLACE:
the coca-cola company in India is governed from its corporate office located at Gurgaon
in Haryana . It governs the working of five zones covering whole India these zones are
north zone , eastern zone , western zone , southern zone and Andhra Pradesh zone .
These zones are divided in to various. Plant, which govern the area assigned to them. The
area is the various distribution centers called distributors and C&F agents. Then come the
retailers / customer for the companys product,
30
They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumers shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.
PROMOTION:
this past of
the marketing is playing a very vital and important role in the current
situation in India . Looking at the competition and promotion and advertising budget of
both the companies coca-cola and Pepsi, one can easily estimate the importance of this.
The promotion mix of coca-cola is divided in to top line promotion and below the line
promotion.
Top line promotion
corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion
done exclusively for the cities in their respective area and other POS
display.
31
EKO
INTRODUCTION
32
33
Coca-Cola's existence in India or for that matter throughout the world is for
refreshing everybody that comes in contact with us. All our products live up to
this expectation 100 %. What more positive environmental impact a product
can have than creating refreshed minds to take good care of environment?
As a leader in the beverage industry, Coca- Cola India and its business partners
introduced a series of innovation in the areas of production, distribution and
marketing like never before in India.
We have been giving environmental considerations to all our business
decisions right from inception in India in 1993 like:
Environmental due diligence before acquiring land or starting projects .
Environmental impact assessment before commencing operations .
Ground water and environmental surveys before selecting sites .
Diligent compliance with all regulatory environmental requirements
Since 1993, we have put a ban on purchase of refrigeration equipment
containing CFCs (Know to be Ozone depleting). We buy only non-CFC
cooling equipment even if at extra cost
34
35
Business Planning
Operations incorporate environmental management and commitment into
their annual business planning cycles.
Activities that will eliminate or minimize our impact on the local
environment are integrated into daily business considerations and
operations.
Operations Support
Operations management provides training to help personnel effectively
implement initiatives to meet all applicable requirements.
Operations management ensures new employees receive an environmental
orientation.
Individuals with operational environmental responsibility regularly improve
their environmental knowledge and expertise by participating in users,
seminars, meetings and other programs.
Company Support
The Company develops training programs to address system wide
environmental topics and provides guidance on implementation.
The Company works with our bottling partners to help them implement, at a
minimum, The Coca-Cola eKOsystem or an equivalent environmental
management system.
36
AWARDS ACHIEVED BY
COCA-COLA
37
AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
Golden Peacock Environment Management Award 2004
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious
Golden Peacock Environment Management Award 2004 (GPEMA- 2004)
for excellent environment practices and effective control of environmental
impact.
The Dasna unit won this award in the Food & Beverage Industry category for
its environment practices among hundreds of entries received from across the
country. The annual award winner is decided on the basis of a rigorous
assessment procedure, which includes a visit to the facility by a team of
experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO,
Coca-Cola India said, We are proud to win this coveted award. At Coca-Cola
we are committed to preserve, protect and enhance the environment and this
simple belief guides us in everything that we do. We will continue to further
improve our systems and are confident of making a significant positive impact
on our environment in times to come.
The award will be formally presented to the company shortly by Institute of
Directors, an independent body that recognizes the achievements of
manufacturing units under the categories of Environment, Quality and
Corporate Governance, in association with World Environment Foundation
(WEF), at an official function during the 6th World Congress on Environment
Management.
38
39
40
41
42
PRINCIPLES
OF
COCA-COLA
INDIA
43
44
POLICY
The Coca-Cola Company exists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing expectations
because keeping our Quality promise in the marketplace is our highest business objective
and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World
45
Ailvailabity:
To increase the availability of Coca-Cola products in an improved or innovative new
Packaging, dispensing systems, distribution systems, marketing programs and training and
development programs.
Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the likings,
taste and preferences of the target audience. Acceptability can also be increased through
advertising, sponsorships, promotions; youth market activities, community programs and
other activities.
46
INTRODUCTION
TO
PROJECT STUDY
47
OBJECTIVES OF STUDY
1. To check out the availability of several promotional scheme of coca-cola for the
dealers.
2. To find out the retailers response regarding the various promotion schemes of
Coca-Cola and to judge to judge its impact on retailers.
3. To make an overall assessment of specified market to provide a better
promotional scheme for the dealers.
4. To draw a comparative analysis of promotional schemes.
48
RESEARCH METHODOLOGY
Problem Definition: Identification of those retailers who are not satisfied with
Sources of Data: -
Primary
The study was conducted with the help of specified
format of the company. All the comparison was made wholly depending on
information gathered first hand.
49
SAMPLING AREA
50
Sample Area: To conduct the study of my project, marketing department of Coca-Cola gave me a
region of South Delhi. Under the guidance of distributor I covered following areas.
PARLIAMEN
T STREET
I.T.O LANE,
BAL
BHAWAN
H.C.M LANE,
MEERA
BAZAR
K.G
MARG,
SHANKAR
MKT.
CENTRAL
DELHI
C. P,
GOLE MKT.
RED
CROSS,
RED FORT
L.N.J.P,
AJMERI GATE
DELHI
GATE,
ANSARI
MARKET
51
DATA SORTING,
ANALYSING
AND
INTERPRETATION
52
1.
117
M.I.T
Visitor
18
Other Outlets -
TOTAL___-__150___
53
Prize
- 65
Money
- 45
Display
- 24
Enrich relation with coke - 16
________________________________________
TOTAL
- 150
As shown in the table 65 retailers had a opinion that they should get something
back from the coke with regarded to sales in terms of gift & reward. This
provide to be a motivating factor for them .another 45 were demanding for
monetary profit because it would help them in their business. Yet another 24
demanded display facilities which helps them to increase their sales rest 16 had
totally different opinion i.e. outlets wanted only good relation with the
company.
54
55
56
25 outlets suggested towards the one month scheme by which they got regular
and new scheme and more gift. 68 outlets were the favor of three months
scheme as they throught that 3 month schemes are much more profitable then
one month scheme. They can get more refunds from this scheme. They didnt
for one year or six month scheme because they were also having a view of
getting new scheme from time to time and same was the view of outlets who
57
58
As show in the figure 82 outlets are prefer the cash discount scheme
by coca-cola by which they got investment to get increase their business . and
23 outlets are at scratch card scheme side in which they got surprise gift and 30
of them suggest the rack schemes in which they got gifts on display of racks
and 15 is for run collection the collects the point as runs and sum of the gifts.
86%
No
14%
59
INTERPRETATION
60
Many retailers joined the schemes to get something back from the coke.
This provides to be a motivating factor for them.
As the figures say that short terms schemes for 6 month gives more time
to outlet to achieve their target.
LIMITATIONS
61
OF
STUDY
LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to provide
the exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
62
3. The time period of study is just 8 weeks, under such constraints the study cannot be
undertaken comprehensively.
4. Geographically area of Delhi was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
5. It being a dynamic market, where competition is cut throat, even outlet change their
response very frequently, thus at a time are biased.
FINDINGS
Following are the findings of the survey, which I observed during the survey:
63
SUGGESTIONS
64
AND
RECOMMENDATIONS
66
BIBLIOGRAPHY
BIBLIOGRAPHY
The Basics of Coca-Cola: Publisher: Coca-Cola Company
Book Title
Marketing Research
Edition Number
Third Edition
Publisher
Pages Of Citation
Internet: Sites:
www.cocacola.com
www.google.com
www.coca-colaindia.com
www.myenjoyzone.com
ORGANISTION STRUCTURE
DEPARTMENT SALES
Unit Head
Territory Development Manager
Accounts Development Coordinator
Customer Executives
69
70
QUESTIONNAIRE
71
QUESTIONNARE
1) Types of market ?
(a) Pepsi monopoly
(c) Mix
Pepsi
(b) Coca-C0la
(c)
Both
(b) Service (C) Scheme (d) Personal relationship with company employee
Pepsi
(b)
Coke
(c)
Both
(d)
None
Pepsi
(b)
Coke (c)
Both
(d)
None
72
6)
Coke
(c)
Both
(d) None
Pepsi
(b)
Coke
(c)
Both
(d)
None
9)
Pepsi
(b) Coke
(c)
Both
(d)
None
(b) Coke
(c)
Both
(d)
None
Pepsi
Both
(d)
None
73
CONCLUSION
74
CONCLUSION
1) The steady flow of the companys promotional accessories could be felt irrespective of the
consumption of the outlets of the product. For example: racks, counters, sign boards, etc.
2) The archrivals product study can be entertained from the retailers and the privilege on their part is
known which helps in formulation of better marketing promotional schemes
3) Pepsis regular stockholders be traced and break up by providing motivational introductory offers
enhancing the market capture.
4) Coca-Cola should try to make arrangements so that the marketing representatives would visit the
retail outlets regularly and try to solve the retailers, as well as the distributors, problems which
they usually face during the peak season.
5) Better efficient sales representatives be appointed to update the retailers about the schemes in
comparison to Pepsi. This would encourage a curiosity regarding the Coca-Cola schemes among
them.
6) The complaints of the retailers be studied and paid attention of the highest degree to ensure better
market capturing.
75
76