COCACOLA

INTRODUCTION

INTRODUCTION TO THE TOPIC

EFFECTIVE UTILIZATION OF
PREE SELLING CONCEPT
HYPOTHESIS

SAMPLING AND STATISTICAL TESTING

Research is conducted in order to determine the acceptability (or otherwise) of
hypotheses. Having set up a hypothesis, we collect data which should yield direct
information on the acceptability of that hypothesis. This empirical data requires to be
organised in such a fashion as to make it meaningful. To this end, we organise it into
frequency distributions and calculate averages or percentages. But often, these
statistics on their own mean very little. The data we collect often requires to be
compared and when comparisons have to be made, we must take into account the fact
that our data is collected from a sample of the population and is subject to sampling
and other errors. The remainder of this paper is concerned with the statistical testing
of sample data. One assumption which is made is that the survey results are based on
random probability samples.

The null hypothesis:

The first step in evaluating sample results is to set up a null hypothesis (Ho). The null
hypothesis is a hypothesis of no differences. We formulate it for the express purpose
of rejecting it. It is formulated before we collect the data (a priori). For example, we
may wish to know whether a particular promotional campaign has succeeded in
increasing awareness amongst housewives of a certain brand of biscuit. Before the
campaign we have a certain measure of awareness, say x%. After the campaign we
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obtain another measure of the awareness, say y%. The null hypothesis in this case
would be that "there is no difference between the proportions aware of the brand,
before and after the campaign",
Since we are dealing with sample results, we would expect some differences; and we
must try and establish whether these differences are real (i.e. statistically significant)
or whether they are due to random error or chance.
If the null hypothesis is rejected, then the alternative hypothesis may be accepted. The
alternative hypothesis (H1) is a statement relating to the researchers' original
hypothesis. Thus, in the above example, the alternative hypothesis could either be:

a. H1: There is a difference between the proportions of housewives aware of the

brand, before and after the campaign,
or
b. H1: There is an increase in the proportion of housewives aware of the brand, after
the promotional campaign.
Note that these are clearly two different and distinct hypotheses. Case (a) does not
indicate the direction of change and requires a TWO-TAILED test. Case (b), on the
other hand, indicates the predicted direction of the difference and a one-tailed test is
called for. The situation when a one-tailed test is used are:
(a) comparing an experimental product with a currently marketed ones
(b) comparing a cheaper product which will be marketed only if it is not inferior to a
current product.

Parametric tests and non-parametric tests

The next step is that of choosing the appropriate statistical test. There are basically
two types of statistical test, parametric and non-parametric. Parametric tests are those
which make assumptions about the nature of the population from which the scores
were drawn (i.e. population values are "parameters", e.g. means and standard
deviations). If we assume, for example, that the distribution of the sample means is
normal, then we require to use a parametric test. Non-parametric tests do not require
this type of assumption and relate mainly to that branch of statistics known as "order
statistics". We discard actual numerical values and focus on the way in which things
are ranked or classed. Thereafter, the choice between alternative types of test is
determined by 3 factors: (1) whether we are working with dependent or independent
samples, (2) whether we have more or less than two levels of the independent
variable, and (3) the mathematical properties of the scale which we have used, i.e.
ratio, interval, ordinal or nominal. (These issues are covered extensively in the data
analysis course notes).
We will reject Ho, our null hypothesis, if a statistical test yields a value whose
associated probability of occurrence is equal to or less than some small probability,
known as the critical region (or level). Common values of this critical level are 0.05
and 0.01. Referring back to our example, if we had found that the observed difference
between the percentage of housewives aware of the brand from pre-to-post-campaign
could have arisen with probability 0.01 and if we had set our significance level in
advance at 0.05, then we would accept the Ho. If, on the other hand, we found the
probability of this difference occurring was 0.02 then we would reject the null
hypothesis and accept our alternative hypothesis.

Type I errors and type II errors:

The choice of significance level affects the ratio of correct and incorrect conclusions
which will be drawn. Given a significance level there are four alternatives to consider:
Figure Type I and type II errors
Correct Conclusion

Incorrect Conclusion

Accept a correct hypothesis Reject a correct hypothesis

Reject an incorrect hypothesis Accept an incorrect hypothesis

Consider the following example. In a straightforward test of two products, we may

decide to market product A if, and only if, 60% of the population prefer the product.
Clearly we can set a sample size, so as to reject the null hypothesis of A = B = 50% at,
say, a 5% significance level. If we get a sample which yields 62% (and there will be 5
chances in a 100 that we get a figure greater than 60%) and the null hypothesis is in
fact true, then we make what is known as a Type I error.
If however, the real population is A = 62%, then we shall accept the null hypothesis A
= 50% on nearly half the occasions as shown in the diagram overleaf. In this situation
we shall be saying "do not market A" when in fact there is a market for A. This is the
type II error. We can of course increase the chance of making a type I error which will
automatically decrease the chance of making a type II error.
Obviously some sort of compromise is required. This depends on the relative
importance of the two types of error. If it is more important to avoid rejecting a true
hypothesis (type I error) a high confidence coefficient (low value of x) will be used. If
it is more important to avoid accepting a false hypothesis, a low confidence
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coefficient may be used. An analogy with the legal profession may help to clarify the
matter. Under our system of law, a man is presumed innocent of murder until proved
otherwise. Now, if a jury convicts a man when he is, in fact, innocent, a type I error
will have been made: the jury has rejected the null hypothesis of innocence although it
is actually true. If the jury absolves the man, when he is, in fact, guilty, a type II error
will have been made: the jury has accepted the null hypothesis of innocence when the
man is really guilty. Most people will agree that in this case, a type I error, convicting
an innocent man, is the more serious.
In practice, of course, researchers rarely base their decisions on a single significance
test. Significance tests may be applied to the answers to every question in a survey but
the results will be only convincing, if consistent patterns emerge. For example, we
may conduct a product test to find out consumers preferences. We do not usually base
our conclusions on the results of one particular question, but we ask several, make
statistical tests on the key questions and look for consistent significances. We must
remember that when one makes a series of tests, some of the correct hypotheses will
be rejected by chance. For example, if 20 questions were asked in our "before" and
"after" survey and we test each question at the 5% level, then one of the differences is
likely to give significant results, even if there is no real difference in the population.
No mention is made in these notes of considerations of costs of incorrect decisions.
Statistical significance is not always the only criterion for basing action. Economic
considerations of alternative actions is often just as important.
These, therefore, are the basic steps in the statistical testing procedure. The majority
of tests are likely to be parametric tests where researchers assume some underlying
distribution like the normal or binomial distribution. Researchers will obtain a result,
say a difference between two means, calculate the standard error of the difference and
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then ask "How far away from the zero difference hypothesis is the difference we have
found from our samples?"
To enable researchers to answer this question, they convert their actual difference into
"standard errors" by dividing it by its standard deviation, then refer to a chart to
ascertain the probability of such a difference occurring.

During my rought riding I found that there are some missing points, because of the
distribution system in meerut VISHNU COLD DRINK TO RETAILER there are lote
of problemes I found:

They make loding of carrets in vehicles of RGB & PET according their
convinence not accordance to shopper

Time schedule is 8am to 6pm in that period if we have 200 carret in our
vehicle and there are 50 thums up 30 cok 20 maza 25 limka 35 sprite etc.&
after completing 10 outlets stock of 50 carret of thums up have been finished
& shoppers demand is thums up , in that very case it effect to the services of
company.

If some skus remaining salesman com back with it at deepot

Time expensive

More expensive

Shoppers & retailers dissatisfaction

Not effective and proper availability of SKUs in market.

Not properly PJP

Many more

Not proper benefit of shoppers schems

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There are so many effects which I found in my ROUT RIDING session with the
salesman .One idea came in my mind , if there is a rout vise calling system ( every
MD take the order from every outlet in the morning to make a telephonoc call and
according to the order work should be done ) then the work would be effective and
better .

After completing rout riding & EDS we select a topic on which i make my project
report.
PREE SELLING is one of the most important topic for me because of it is having the
solution to all above problem related to Vishnu cold drink.

BENEFITS TO THE PREE SELLING

FULL HOLD ON YOUR OUTLETS

MAINTAINING STOCK PRESSURE

COMPLETE EXECUTION

PRESENCE OF ALL SKUs

SALES INCREASE

PROPER PJP(daily visit)

GOOD RELATION WITH SHOPPER

RIGHT DECISION OF PLACING COOLERS

PROPER DISPLAY UNIT

COOLER PURITY

NO ANY DISPUTE

EFFECTIVE UTILIZATION OF ALL RESOURSES

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OBJECTIVE OF
THE STUDY

OBJECTIVE OF STUDY

PRIMARY OBJECTIVE:
The Objective to study the project A MARKET SURVEY TO KNOW ABOUT
HOW EFFECTIVELY UTILIZE OF PREE SELLING IN MEERUT on the behalf of
EDS (Every Dealer Survey) conducted in Meerut of Vishnu Cold Drink (VCD is the
largest distributer of COKE in Meerut).

SECONDARY OBJECTIVE:
The secondary objection of study is as:

To find out the brand availability.

To find out the impact of Pree Selling.

To find out the where the retailer want to register their complaints.

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SCOPE OF THE STUDY

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SCOPE OF THE STUDY

Size of the Market
This tells you if the market is big enough to justify your effort. If it is too big, you
probably need to focus on a sub-segment to be successful. If it is small, consider the
likelihood of your capturing a sufficient market share to justify your investment.

Structure of the Market

Knowing if the market has one big player or 1000 players with less than a 5% market
share each will help you select the proper Sales channels.

Major Players
Consider not only potential customers and competitors, but opinion leaders and
market makers. Do your products need to be compatible with a standard product in
the industry that is neither from a competitor nor from a potential customer?
Competitors and Competitive Solutions

How do your future competitors play their cards? Will you be able to displace some of
their business, or are their customer interactions so deep that you will not be able to
separate the business you would like from their other business? Are there solutions
that do not involve using a product like yours? These solutions need to be treated like

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product competitors.
Market Trends: Shrinking, Growing, Changing, Moving to Overseas
A rising tide lifts all boats, but it also attracts a lot of competition. On the other hand,
if a market is shrinking, established competitors will likely cut prices to retain market
share. Take this into account in estimating the prices you will charge.

Location
If you have to get new Sales coverage, or provide local technical support, mapping
where the potential lies will help you locate resources where they can serve your
customers most efficiently.

Depending on the purpose of the research, more specific questions might be included
in the scope.

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LITERATURE REVIEW

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LITERATURE REVIEW
SOFT DRINK IN INDIA
When the soft Drink first saw light of the day in India, no one knows. For decade
it was a local low-Key industry, mainly confined to the sahib 7 the elite. The
popular drink in the middle class homes was sweetened lemon juice mixed with
water knows as nimbus pani to day.

Coca-Cola came to India amidst many fan fares in the 1950 and it became the
national drink in a few years. Though other soft drinks brands were available in
more than one city, coke was the first nationally available brand of soft drink. But
the national soft drink suffered a major set back in 1977, when the anta party came
to power & forced come to leave the country.

Soon after, the company, which promoted coke, developed its own cola, Campacola and used a similar logo. But it failed to catch the fancy of the consumers.
Paste captured the market. It had the monopoly as the national drink & over the
year developed loyal consumers & an extensive distribution, networks &
infrastructure. Parle held the market till Pepsi came into the scene in the late
eighties.

While much about world has changed since 1886, the pure and simple magic of
one thing stays the same Coca-Cola. Coca-Cola product are served more than 773
million times everyday, quenching the thirst of consumers in more than 195
countries and in every climate.

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BIRTH OF A REFRESHING IDEA

John Styth Perberton, first introduce the refreshing taste of Coca-Cola in Atlanta
Georgia. It was May of 1886, when the pharmacist concocted Carmel-colored
syrup in a three legged brass kettle in his backyard. He first distributed the new
product by carrying Coca-Cola in a jug down the street to jucobs pharmacy. For
five cents consumers could enjoy a glass of Coca-Cola at the soda fountain.
Whether by decision or accident, carbonated water was teamed with the new
syrup, producing a drink that was proclaimed Delicious & Refreshing.

Dr. Pembertons partner and bookkeeper, frank. M. Robinson suggested the name
and penned Coca-Cola In the unique flowing script i.e. famous worldwide today.
Mr. Robinson thought the two Cs world look well in advertising. By 1886,
Sales of Coca-Cola averaged nine drinks per day. The first year Dr. Pemberton
sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a
distinctive.lor associated with the No. 1 soft drink brand ever since. For his
efforts, Dr. pemberton grossed $ 50 & spent$ 73.96 on advertising.
In 1891, Atlanta Enterprenur, Asa. G.Candler had aquired complete ownership of
the Coca-Cola business with in four years, his merchandising flair helped expand
consumption of coca-cola to every state & territory. In 1919, the Coca-Cola
Company was sold a group of investors for $25 million. Robert W.Woodruff
become president of the Coca-Cola Company in 1923, and his more than six
decades of leadership took the business to unrevealed heights of commercial
success, making coca-Cola and institution the world over.

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COCA COLA FIRST BOTTLED :

Coca-Cola began strictly as a nerve tonic but candy merchant Joseph A Beiden
hard of Mississippi was looking for a way to serve this refreshing beverage at
picnics. He responded to this demand and began offering bottled Coca-Cola, using
syrup shipped from Atlanta during an especially busy summer in 1894.

In 1889, large scale bottled possible when as a chandler granted exclusive bottling
rights to Joseph B. Whitehead and Benjamin F, Thomas of chatt annoga Tennessee
The contract market, the beginning of the Coca-Cola, Company unique
independent, bottling system remains the foundation of Company soft drink
operations.

Back, the soda bottles were all very similar with Coca-Cola Being the
Premium product, other companies were often tempted to still their product as
Coca-Cola. The answer was to create distinctive bottle for Coca-Cola. As result a
pale green bottle with the famous contour shape was developed in 1915 by the
Root Glass Company Terre-Haute, Indian.

THE BOTTLING SYSTEM

Today, Coca-Cola, product consumers around the world through a large
distribution network made-up of local bottling companies. These bottles are
located around the world and most are JVC Bottling Companies package, market
and distribute the product using thousands of delivery trucks and millions of
pieces of equipment at retail locations.
Quality control monitored constantly by the company is necessary to produce
high- quality soft drink on a global basis.
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COCA-COLA INDIA
Hindustan Coca-Cola Beverages Pvt. Ltd.
Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an
experience that millions of others have savored. All of those individual experiences
combined have created a worldwide phenomenon a truly global brand. On the
distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the
narrow alleyways of Indian cities, ensure availability of our brands in every nook and
corner of the country. The company-owned Bottling arm of the Indian Operations,
Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture,
sale and distribution of beverages across the country. A career at Hindustan Coca-Cola
Beverages Pvt. Ltd. is truly a one-of-a-kind experience. Come taste life at Coca-Cola.
THE Coca-Cola MANAGEMENT SYSTEM (TCCMS)
The Coca-Cola Company has only one quality system, called The Coca-Cola
Management System (earlier referred to as The Coca-Cola Quality System), for its
entire bottling operations (Company owned as well as Franchise owned)around the
world.
One world
One Coca-Cola
One Global Standard

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COCA-COLA COMPANY EXIST TO:

Benefit And Refresh everyone it touches.
This is our promise.
We strive to deliver on this promise every day, Creating a Stronger and
More Sustainable Future for our business and for the communities we
serve.

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COMPANY QUALITY POLICY:

PROMISE:
The Coca-Cola Company has only one quality system around the world For us,
Quality is more than just something we taste or see or measure. It shows in our every
action. We relentlessly strive to meet the worlds 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 a 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

QUALITY ASSURANCE & CONTROL:

The Coca-Cola Company has one global standard.
Coca-Cola India follows the same international quality standard across all the
bottling operations within India.
Every ingredient use in the manufacturing of beverages meets all the local
regulatory, Company and International standards
All ingredients undergoes extensive testing and inspection prior of being
released for use. On periodic bases external validation and testing is performed
by independent and accredited laboratory in all our ingredients used in the
manufacture of beverages.

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 Coca-Cola India procures the ingredients from pre-selected lots approved from
authorized suppliers
The Coca-Cola Company has only one quality system around the world

WATER STANDARDS:
Water used for manufacture of our beverages meets
WHO Ed 3 (Guidelines)
IS 14543:2004 (Indian Standard)
IS 14543:2004
Total pesticide residues in Treated Water which is used for manufacturing
carbonated beverage not to exceed 0.5 ppb while the content of individual
pesticide residue should always be less than 0.1ppb

Status
We comply the water quality norms in Treated Water.

MULTIPLE BARRIER TREATMENT (MBT) TO THE TREAT WARTER:

Alkalinity Reduction & Coagulation Disinfection Carbon Purification Polishing
Filtration Enhanced Filtration To Production Source Water Multiple Barrier treatment
provides a safety barrier & ensure full compliance to IS 14543 The Multiple Barrier
Treatment process has an additional role of organics removal including pesticides

Various Water Treatment Technologies for Removal of Contaminants

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Minimizing the influx of contaminants including pesticides into the water

source is the most reliable & cost-effective means of reducing public-health
risk

A technology that effectively removes one pesticide, may not necessarily remove
another pesticide
The removal or destruction of a specific pesticide with a certain technology is highly
dependent on the quality of the source water
Granular Activated carbon treatment is the most effective & widely accepted method
for Pesticide Removal - (USEPA 2001)
Pesticide Treatment Technologies Removal Technologies
1. Chemical Coagulation
2. Carbon Adsorption
3. Membrane Process (RO)
Ref: Carbofuran (>99%) -Miltner et al. 1989

Treatment with Granular Activated Carbon (GAC)

Most effective & widely accepted method (USEPA 2001)

Experimental data Isotherms & Partition coefficients indicate high carbon

affinity for Pesticide molecules

This process removes pesticides like Lindane, Heptachlor etc ustralian

Drinking Water Guidelines, 1996) Removal efficiency depends on 1. Type of
pesticide 2. Concentration 3. Presence of other natural organic contaminants 4.
Process design (Grade of carbon, Contact time)

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The Coca-Cola Company is the worlds largest beverage company and the most
admired corporation in the United State of America. Coca-Cola is recognized as
the worlds best-Known brand in the market in India.

Coca-Cola was there in India till 1977, when the Indian Government banned it due
to the strong resentment against Multinational Companies. Coca-Cola was relaunched again in India in Sep. 1993 at Hathras near Agar. The Indian welcomed
back the once most loved Cola drink in the country with great enthusiasms And
Vigor, Coca-Cola marked its relaunching by acquiring five Parle Export ltd.
Brands- Thums up, Gold Spot, Citra, Limca and Maaza.

Though the worlds largest distribution system, consumer in nearly 200 countries
enjoy the companys products at a rate of more then 834 million serving per day
Coca Cola India has in the last three years, led an unparallel expansion in the
carbonated soft drink market pioneering. The company across merchandising and
packaging. The company has introduced global standard in the industry and has
strengthened its market leadership through competitive pricing, aggressive
presence presence and easy availability Coca-Cola India is now poised for a major
expansion drive, throughout India in the commercial beverage category.

GUDING PRINCIPLES OF THE COMPANY

We will conduct our selves and our business activities with the highest
standard of honesty, integrity and professionalism.
We will recognize the positive contributions that we make as individuals and
them members to product our business success.
We will encourage a learning environment where people can constantly grow
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develop and contribute.

We will strive for excellence and seek continuous improvement in every thing
we do.
We will respect all stockholders, including employees partners and suppliers
and install them with a passion to deliver the highest quality goods and
services.
We will foster initiative and creativity by empowering individuals to attain
well-defined objectives.

REASON FOR THE GROWTH OF SOFT DRINK INDUSTRY:

The basic idea behind rapid growth of the soft drink industry is due to the
following reasons:
The great corporate war between Cock & Pepsi, who have left no stone unturned
for monopolizing the Indian soft drink market.

The basic ideology of these two giants to promote soft drinks as a food item in
India household and break the seasonal barriers.

The main reason behind the growth of the soft drink was to capture the heat
and mind of people and to make brand available for the consumers.

Present soft drink boom in Indian was attributed of legacy of Coca-Cola and
therefore it holds a major share in the industry Coca-Cola is the number one,
of the most widely known, accepted and admired Trademark of the world.

COMPANYS OBJECTIVES & GOAL

Now HCCB (P) Ltd. Unit NBD is a COBO operation, companys mission is that is
HCC and CCI as they common objectives are:

Profitability
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Sales Growth

Market Share Improvement

Retaining customers Loyalty

Making good relation with dealers

Best distribution system

To continuously increase own share percentage in soft drinks.

ADVERTISING
Advertisement plays an important role in the success of our product since our first
newspapers add. In 1886 that read, Coca-Cola Delicious! Refreshing Exhilarating
Invigorating. Advertisement is a key of implementing a strategy over one hundred
years old-to trigger desire as offer and in as many ways as possible.
Through the years Coca-Cola slogans have been memorable ones: Flight lights
includes.

The pause that Refreshes

Its the Refresh thing to do

Its the real thing

Global High Sign

Be really Refreshed

Thing go better with cock

Its the real thing

Id like to buy the world a cock

Cock adds life

Cock is it!
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Catch the Wave

You Cans beat the feeling

Always Coca-Cola

Always The Real Thing

Cricket, Sleep Cricket Drink Only Coca-Cola

Take Away The Real Refresher

Pyaar Mohabbat Coca-Cola

Jo Chaho Ho Jay, Coca-Cola Enjoy!

Life ho toh aise

Thanda Matlab Coca-Cola

Jio Thanda Pio Thanda

Thande Ka Tadka

Ghar Mein Thanda Hai Na

Piyo Sar Utha Ke

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Sabka Thanda Ek

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SELLING KEY UNITS

Brand Name

SKUs ( Selling Key Units)

1. CocaCola

-200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).
2. Fanta

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet),330ml

(Cane).
3. Thumps- Up

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).
4. Maaza

- 250 ml (R.G.), 600 ml (Pet).

5. Limca

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet),330ml

(Cane).
6. Maaza Tetra Pack

- 200 ml

7. Sprite

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).
8. Kinley Soda

- 300 ml, 600 ml (Pet).

9. Kinley Water

- 500 ml, 1.0 lt., 2.0 lt. (Pet).

10. Diet Coke

- 600 ml.

PRODUCTION PROCESS
The production process is highly mechanical and automatic. The raw material
required for soft unit drink is concentrate, sugar syrup and bottle.

STEP IN PRODUCTION PROCESS:

Includes 4-5 step

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CLEANING OF BOTTLES:
It is a multi step process every precaution is taken to ensure sani taken and hygiene of
drink. In this bottles are put into water tank for sometimes than wasted by water jet at
low pressure but at increased pH to ensure hygiene of bottles.

CONVERSION OF HARD WATER TO SOFT WATER:

It is one of thee typical physico-chemical processes in steps of soft drink
manufacturing. This is done to improve the taste of water good and to remove biochemical impurities such as sulphates phosphates and harmful from water.

PREPARATION OF SUGAR SYRUP:

Sugar Syrup is made in special syrup room every precaution is taken to ensure
absolute concentration level of sugar syrup. Sugar syrup once made best within 4
hours of productions.

CONCENTRATE:
Concentrate from Coca-Cola and Fanta supplied by Coca-Cola Company, for
Limca, Thums up is procured from other suppliers Here concentrate is stored
under preserve conditions.
FILING OF BOTTLES:
On bottling, lime bottles are filled with soft water sugar syrup, Concentrate, and
then Co2 is passed in it in order to be colorizing Sugar syrup solution color and to
impact typical effervescence (Fizz) Characteristic to beverage.
CROWING OF FIELD BOTTLE:
Crowing of filled bottle is then done, crown procured from MANSAKI
Manufacturing Co. DAMAN & DIU.
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STAMPING:
Is than done on USA imported machines fitted with laser printer ,On this machine,
batch no., date & time of manufacturing & retail price is printed around neck of
the bottle.

STRONG & SHIPPING:

Now bottles are hand picked filled carats, stored and then ship to the
agency/deport from where demand comes.
Per day productions at HCCB (P) Ltd., Unit Najibabad
Per day productions of aerated (soft Drink) assembly line in 30800 carats (in 24
Hrs.)
Which comes out to 30800X24 = 739200 bottles per day.

THEORETICAL ASPECT OF MARKETING

INTRODUCTION OF MARKET
As we know that India is a developed in country, in ancient time nobody knew
about the trade, economy & marketing. As their requirement began to increase, they
began to know the meaning of trade & business.
Firstly they exchange their goods to each other according to their requirements. But
their requirements were increasing day by day which could not be fulfilled by
exchange. So some people thought why they dont this exchange as a business. They
will sell it (to the requested people) in exchange of some currency. Like this trade or
business has started.
\Firstly the people were not in flavor of business. So they opposed it. But after
knowing the utility of business they began to accept it happily.
After seeing the success of trade and business the traders began to think about a fix
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place all the dealing of trading and business could be possible or that place where the
sellers could contact easily to the buyers and could sell commodities easily and could
earn profits.

So this place where all dealing of trade or business were completed began to
call market or we can say the market is place where the buyers and sellers gathered to
engage in exchange according to their requirements. The people began to understand
very well the meaning of market.

In other words we can say that marketing is thus the father of innovation and
product development promoter of entrepreneurial talents, development of economy
stimulator of consumption and higher standard of living and guardian of price system.

DEFINITION OF MARKET
A Market may be defined a place where buyer and seller meet and function, goal
and services. Our offered for sale and transfer of ownership of little occur.
Market-People with needs and want money to spend willingness to spend it
markets and so on.

TYPE OF MARKET
Generally the markets are of two types:

Perfect Market

Imperfect Market

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PEREFCT MARKET :
Under perfect competition there can be only one price for a commodity at a given
time

IMPREFECT MARKET:
It one rules for a commodity in the market is sail to be perfect but when different
force charge for one commodity at the same time it is said to me an imperfect Market.
Marketing is thus the father of innovation and product development. Prompter of
entrepreneurial talents developer of Economy, Stimulator of consumption and higher
of standard of living and guardian of price system.

DEFINITION OF MARKETING
Many companies in the past concentrated on selling what they produced. These
companies offered rebates to premiums to the customer to retailers when customer
interests started changing.
This approach is the roles approach, where the emphasis is mainly on selling the
product.

MAIN DEFINITION IS AS FOLLOWS

Marketing is a business process by which products are matched swith
markets and though which transfer of ownership are effected.

Marketing is a system of business action designed to plan, price promote is

distribute want satisfying good to services to market.

32

MARKETING MIX
Integration of elements of marketing into a mix attaining objectives of a firm is called
Marketing Mix.

ELEMENTS OF MARLETING MIX:

Marketing Mix denotes a combination of various elements which in their totality
constitute a firms marketing system Mc.

Carthy proposed a four element

classification of these fools the four Ps i.e.. Product, price, Place & promotion. Now a
days other factors (elements) also taken into consideration in marketing these includes
politics, people (custom, culture, savings income etc.)

PRODUCT:
Product Mix is the assortments of goods or services that particular for sale to buyers.
Product Mix involves planning, developing and producing the right type of product or
services to be marketed by the firm, product strategy includes decision about quality,
size product line breadth, width, branding product life cycle and new product
development etc.

PRICE:
It refers to the amount of money that customers pay for the product or services and in
return producers give that product at some conditions i.e. discount offers or other after
sales services

33

PLACE MIX:
Refers to combination of all activities the company under take of make product
accessible and available to target customers Place or physical distribution mix consists
of two things:(a) Physical distribution
(b) Channels of distribution

PHYSICAL DISTRIBUTION :
Includes all those activities involved in moving product and services from producer to
the ultimate consumer

CHANNELS DISTRIBUTION:
Marketing Channels are sets of interdependent organization involved in the process of
making a product or services available for use or consumption

PROMOTION MIX:
Includes all the activities the company undertakes to communicate and promote its
products to the target market.

PROMOTION TOOLS:
ADVERTISING:
Is any paid form of non-personal presentation and promotion of ideas, goods or
services by and identified sponsor.

34

SALES PROMOTION
Consists of diverse collection of incentive tools, mostly short term, designs to
stimulate quicker and/or greater purchaser of particular products / services by
consumers from the trader sales promotion tools includes contests, premiums etc.

PUBLIC RELATION & PUBLICITY :

Involves a variety of programs designed to promote and / or protect a companys
image or its individuals products.
PERSONAL SELLING
It face to face interaction with one or more prospective purchaser for the purpose of
making presentations, answering questions and procuring orders.

DIRECT MARKETING:
Is an interactive marketing system that uses one or more advertising media to affect a
measurable response and / or transaction at any location by direct mail, telemarketing
electronic marketing & soon

PRODUCT:
Company regularly does modification and product line extension in its product line.
Following are the by products under the Trademark of Coca-Cola India.

35

Brand Name
1. CocaCola

SKUs ( Selling Key Units)

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).
2. Fanta

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet),330ml

(Cane).
3. Thumps- Up

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).
4. Maaza

- 250 ml (R.G.), 600 ml (Pet).

5. Limca

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet),330ml

(Cane).
6. Maaza Tetra Pack

- 200 ml

7. Sprite

- 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).
8. Kinley Soda

- 300 ml, 600 ml (Pet).

9. Kinley Water

- 500 ml, 1.0 lt., 2.0 lt. (Pet).

10. Diet Coke

- 600 ml.

PACKAGING:COCA-COLA thrust on god and innovative packaging Suitable for India house holds.
Every precaution is taken that packaging will be suitable and convenient for
consumers. In addition Coca-Cola also taken into consideration of target consumers
and their choice in formulating packaging.
PRICING:Discount Rs. 10.75 per carate to agencies charge of market and go down. All pricing
are governed by Coca-Cola India.
36

Product of Coca- Cola

Price at MEERUT

330ml

500/- Carate of 24 Bottles

200ml

146/- Carate of 24 Bottles

600ml

444/- Carate of 24 Bottles

2Lt.

410/- Carate of 09 Bottles

600 ml (Maaza)

552/- Carate of 24 Bottles

1200 ml (Maaza)

492/- Carate of 12 Bottles

DISTRIBUTION NETWORK
A distribution network is a key external resource. Normally it takes years to build and
its not easily changed.
Today, the company product reaches consumer and customer through a large
distribution network. Hindustan Coca-Cola has maintained an effective and regular
distribution network.

DISTRIBUTION MIX OF HCCBPL, DASNA (GHAZIABAD)

Maximum area of north western UP. Is Served HCCB (P) Ltd. Unit Dasna..

37

COVERAGE AREA OF HCCBNW (P) Ltd. DASNA

(a)

GHAZIABAD

(b)

MEERUT

(c)

MUZAFFARNAGAR

(d)

PAURIGARHWAL

(e)

SAHARANPUR

(f)

TEHTI GARHWAL

(g)

UTTAP KASHI

(h)

GAUTAM BUDH NAGAR

(i)

BIJNOR

(j)

BULAND SAHAR

Hindustan Coca-Cola bottling North West (P) Ltd. Unit Dasna has maintained an
effective and regular. Distribution Network Company has two type of distribution
system.

DEPOT SYSTEM:
In this system the company dispatches the lot of its product to Depot (At Present there
are 5 depots in western U.P. Region. There are at Dehradoon, Meerut, Ghaziabad,
Noida, and Saharanpur) Staff which are companys personal, then responsible for
maintaining the constant & regular supply of soft drink in the area filling this
Territory.
Company- Depot - Dealer - Fat agent - Retailer/shoppers - consumers
( A mixture of 1 & 2 level channel of distribution)

38

AGENCY SYSTEM:
Under this system company appoint a agent or distribution for a area who then look
after the demand & supply factor of its territory. The distribution then supply to the
dealers though their own vehicle company sales team ( Sales executive & Sales
officer monitor the activities of distribution & also make available the communication
between dealers & company
Company

Agent

Dealer

Consumer

( A2 Level Channel of distribution)

DISTRIBUTION CHANNEL OF HINDUSTHAN COCA-COLA

The distribution channel of product of any organization accounts a lot its success.
Hindustan Coca-Cola has maintained an effective and regular distribution network.
The company uses two types of channels.
DIRECT CHANNEL:
In This channel, the company dispatches the lot of its product of depot staff is than
responsible for maintaining the constant and regular supply of soft in the area in its
territory.
Company

Agent

Dealer

Consumer

INDIRECT CHANNEL:
In this indirect Channel the company gives the franchise or agencies. The agency than
supply to the dealer and retailers.
Company

Agent

Dealer

Consumer

PROMOTION MIX OF HINDUSTAN COCA-COLA

The Hindustan Coca-Cola also plays a major and dominating role in advertising. In
fact, parental company governs the company advertising. The Company invested 3-50
39

crore rupees on advertising.

The media of advertisement utilized by the company are as follow?
Radio
Television
Hoarding
Glow sings
Stickers
Screen Lights
Banners
News Papers
Magazines
Posters
Exhibition
Sponsoring Events

40

SALES PROMOTION TECHNIQUES OF THE COMPANY ARE AS FOLLOW

:

Good advertising

Effective Incentive Policy

Use good quality of raw material

Attractive Packaging

Allotting S.G.A.S. (Refrigerator, Chest cooler, Table, Umbrella, Chair etc.) to

retailers.

Decorating Retailers shop by display board, dealers board etc.

41

SWOT
ANALYSIS

SWOT OF COKE
Coca-Cola is the most widely known acceptable and admired trademark in the world.
Even though, I try to find out strength weakness opportunity and threats for CocaCola.

STRENGTHOF COCA-COLA

Coca-Cola is the most widely known accepted recognized and admired

trademark company in the world.

The Company aim is to earn profit through consumer satisfaction.

The world most effective and successive distribution system.

Effective and effective labor force.

Largest brand range by which sole volume is high

A largest quantity of sales generating assets. In the market which help in

retailer and increase the sale volume.

WEAKENESSES OF COCA-COLA

Extensive marketing and distribution network.

Currency problem in key in transactional market.

The price of soft is very high by which most of the consumer cannot purchase
it.

Bottling system is very expensive. A large cast in curd in earring washing and
42

breaking the bottle.

India is not good soft drink market is seasonable.

The fluctuation in the policy of government create disturbance in the mind of

MNCs.

Different climates condition and paying copouts of consumer is different

region (our selling policy).

OPPORTUNITIES

Rural area can become a good soft drink market so for soft drink could not
reach in rural area in whole shape, Coca-Cola Company can increase his sole
volume through good marketing in rural area.

Most of the Indian would like to eat fruit and other related things. The CocaCola Company can increase his brand range of the other type other type of
fruit flavors.

In a country of 900 million people with a per capita consumption of soft drink
at only three, is very less. The consumption of soft drink an increase good
marketing activity and decreases the price.

THREATS

In India government has no stability. After election every government want to

impose his policy and regulation in the country. Most of the people
multinational company should be imposed Bann so this is largest thrust for
Coca-Cola and other MNCS.

In India, Pepsi is main competitor of Coca-Cola. So, Coca-Cola Company

should aware to the marketing strategy and policy of Pepsi.
43

In India, many indirect competitors have tried to capture the soft drink market
like fruit, Jumpin etc. So these indirect competitors are threats for Coca-Cola.

IMPORTANCE OF THE
STUDY

44

IMPORTANCE OF THE STUDY

The following advantages offered by marketing research show its importance:
1. Facilitates planned production:
By forecasts of probable sales in the coming years.
2. Discovery of causes of consumers resistance:
It helps in identifying the reasons for consumer resistance to existing or new products.
3. Correction of defects:
It reveals defects and therefore makes corrective action possible.
4. Reveals the nature of demand:
It brings out whether the product is in constant demand throughout the year or has a
seasonal demand.
5. Effectiveness of existing channels of distribution:
For example, in the case of TVs it may be discovered that after sale service is not
satisfactory. Then, arrangements may be made to remove such grievances of the
customers.
6. Product utility:
It indicates why exactly the product is being purchased by the people and what exact
service do they get out of it. For example, a market research conducted by Hindustan
Lever Ltd., revealed that their Sunlight Soap which was originally intended to serve
as a washing soap, was being used as toilet soap by many people.
7. New uses of the product:
Marketing research may reveal certain new uses for the existing products.
8. Market information:
It provides complete information about the market and the changes that are likely to
occur in demand for a certain product.

45

9. Discovery of potential market:

It provides information about the possibility of potential (future) market.
10. Discovery of new lines of production:
It helps in the discovery of supplementary lines of products.

46

RESEARCH METHODOLOGY

47

RESEARCH METHODOLOGY

We know that marketing basically consists of spotting the need of customer &
meeting them in the best possible manner. Research plays a key role in the process
starting with market measurement. Research helps the firm in every component of the
total marketing task. It helps a firm in every component of the total marketing task. It
helps a firm acquire a better understanding of the consumer, the competition and the
environment. It also aids the

NEED & SIGNIFICANT OF THE STUDY

The company controls more than half of the India soft drink market; it plans to
maintain its need. The merchandising policy etc. it includes the survey to calculate the
existing status of organizations brand visibility with respect to its competitors. The
main source of information for this study was the retail outlets, the consumers & the
company s personnel. The data collected for this project was primary data.
Making the census of the entire universe was not possible, hence, sampling becomes
inevitable. The sample was designed keeping in view the sample unit the size of the
sample.

DEVELOPING THE SAMPLING DESIGN

The sample was designed keeping in view the following components.

CHOOSING THE SAMPLE UNIT

For this project, simple random sampling was chosen, where each sample element has
a known & equal probability of selections.

48

CHOOSING THE SAMPLE SIZE

The sample size was chosen keeping in mind the size to be good enough to solve the
purpose & should be in available time. So for Meerut market, the sample size was
chosen to be 1500 retail outlets.
Approximately retail outlasts were observed for visibility of the product.

FIELD WORK
The fieldwork was conducted in accordance with the research methodology. Efforts
have to be made to put respondents at ease & sometimes to overcome hostility.
Retailers are the final meeting ground between a companys product & the
consumer. Managing the retailer enhance the consumer buying experience. Product on
the outlets shelf carets or S.G.A. a helps the consumer make his purchase with so
many brands of competitors jostling for attention on the limited space in retailers
store, merchandising ensures that our brands stand out. In short, effective visibility &
merchandising on retail outlet offers more value to our consumers than our
competitors. Thus even before companys product is used, the very experience of
buying it will gain an edge over competitors.

RESEARCH DESIGN
After defining the research problem, the choice of research design depends on the
depth & extent of data required the cost & benefits of research & the time
available for completing it. Research design is the actual blueprint of research
project, in the project the method of research used.
According to the visibility of the brands, like how many bottles & crates are
available in the outlet & how many crates are visible, whether S.G.A & the bottles
/cans inside it are visible. Also how many face on displays are there of various
49

brands . In this project research instruments used mainly are observation method
& interview method.

DATA COLLECTION
Data is the foundation of all marketing research. Data collection is an elaborate
process in which the researcher makes a planned search for all relevant data.

Sample Size = 100(Outlet)

50

DATA ANALYSIS
&
INTERPRETATION

51

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS
The collected from the survey have studied and the findings are classify under the
following.

RETAILER ANALYSIS
Main problem of a manufactures can broadly divided into two parts.
Production
Distribution

Every manufacturer attempt to producing the goods and services of best possible
quality at minimum possible cost. This is only half success of a manufacturer. The
success is completed when he makes these goods and services available at proper time
and at right lace. It is not enough to produce the goods and service of best quality at
minimum cost. It I equally important rather more important these goods and service
must be paid available to the consumer at proper time and at proper place.For the
Coca-Cola product retailer plays key role because most of the consumer have no
brand loyalty. In India soft drink market is based on easy availability

The following picture emerged from retailer survey

All the retailer is satisfy with the supply of (HCCBL) depot.
A slight increase in incentives & profits margin for retailer & dealer can boost
up Coca-Cola sale.
Among Coca flavor, Thumps up in the number in sale of Meerut & Then Coke
52

& Limca.
CONSUMER ANALYSIS
Consumer is the king of market at this time, a manufactures produced only those
goods which fore consumer the need and wants of customer. These fore consumer
play very important role. All the marketing activity of all business and industrial
enterprises of today go around the habit taste preferences and attitude of consumers.
All the effort is made to provide maximum satisfaction to the consumer. The
consumer survey highlighted the following points:

1) Consumers are satisfied with the taste of all flavors.

2) All the group of consumers strongly felt the decrease in price could
win lot many consumers for soft drink; means the price of soft drink is
high.
3) Most of the consumer says that advertisement is having the significant
impact to be familiar with the company.

MARKET RESEARCH PROCESS

ROUTE RIDING
EVERY DEALER SURVEY
QUESTIONNAIRE

53

ROUTE RIDING
The beverage industries are to be more specific, the soft drink industries have
one of the most active networks in term of its production, supply, distribution,
marketing, consumption and also personal relations at the very second level of its
distribution network. That is the reason it is some time said very fast moving
consumer goods.
Rout riding is necessary for filling the consumers needs. It is one type of
distribution channel for the product. Consumers always think that when they have
needed the product, the product should be available.

During the very initial age there was a requirement to exercise rout riding, the
objective of which was:

To understand and analyze the market in its raw and basic form.

To the gain deep knowledge of the merchandising and processing

activities of the rout agents and understand the beverage market.

To undertake the comparative study of the various brands and flavor

packs of all existing beverages or soft drinks.

To develop innovative ideas to enhance the distribution system.

Route riding is a basically accompanying Cock vans along with route agents
and understanding the way. They conduct merchandising activities right from the
charged vans leave the depot. The route riding phase was for the initial twenty
days in which we had covered different routes of Vishnu Cold Drinks, Meerut.

54

The route riding is a crucial phase because the actual dealing with the
customers can be very efficiently understood through this process which is important
at all levels of decisions making in the industry.
The route i.e. the Coke vans were charged and left the depot by 8 am in the
morning, accompanied by the salesman. The vans had to cover the entire route and the
route agent had to do merchandising and sales against cash, which was a significant
feature of this industry. The targets were given twice or thrice in a weak that was a
challenge for them and after achieving these targets the salesman were awarded with
some special incentives. As there exists a player like Pepsi. So it had a lot to do with
schemes, discounts and other incentives.
The routes were allocated on the basis of individual areas and demand of the
product in the particular area. The Salesman have been responsible for
accomplishment of their sales targets on there routes and was given incentives on
achieving the targets. Not only this Salesman also has responsibility of moving the
flavors and packs in proportion along with the proper display of the product for proper
visibility and arrangement of products in brand orders along with VISI purity.
The salesman had responsibility of setting up Monopoly Coke sales counters
where no product except that of Coke would be available among the soft drinks and
especially of Pepsi. These Monopoly sales counters enjoyed benefits in terms of
discount, schemes VISIs coolers (Fridges), display boards, glow signboards, wall
paintings, banners, posters and other incentives.
The entire activities of the salesman was controlled by the Marketing
Developer (MD), who also assisted the salesman in achieving there targets and where
in charge of the sales performance in there assigned areas. He was also concerned
with the promotional activities on his routes and handling of policy matters in the
corporate regarding supply to industrial canteens and cafeterias.
55

We as summer trainees were required to study and analyze the activities of

salesman (first 20 days, Rout Riding), Marketing Developer & Marketing Developer
Executive (next 25 days, EDS), Sales Team Leader, Area Sales Manager and to be
familiar with the market. We had been provided market analysis sheets by ASM, by
help of this shit we have taken the EDS (every dealer survey) in the market of Meerut
region.

THE OBSERVATIONS:
Are as follows:
The quantity of the cold and warm stocks of all brands and flavors available at
the outlet along with the outlet details.
Inquiring about the satisfaction of the retailers in terms of sales of Coke
products, schemes, discounts combo offers and the benefits of the promotional offers.
Inquiring about the behavior and the merchandising by the salesman, MD,
MDE to the retailer.
Inquire about the performance of the various brands and flavors packs and
customers response to those brands or flavors and also to educate the retailers about
various schemes and incentives to increase sales volume.
At last the assessment of the effectiveness of the promotional materials and
activities liked Boards, Glow sign board, Signage, Wall paintings, Banners, Racks,
counters, VISIs Coolers and also impact of Nation wide advertising on brands loyalty
by the customers.
The information so collected was required to be filled in the market analysis sheet
(specimen in next continuous pages) and reported to the ASM along with other
information in order to their seriousness.

56

ROUTES OF MEERUT

Shardhana

Mawana

Hasthanapur

Dorala

Shakotai

Sarurpur

Kurali

Kankrkhara

57

Question No. 1:- Which brand you prefer to sale?

PEPSI

COKE

OTHER

The most selling brand is Coke, it is preferred by the 63% in Meerut, then Pepsi
& Others (E.g.- Delight Sugar free, RC Cola).

58

Question No. 2:- How much crates do you sale in a day?

0-5

5-10

10 or more

[ ]
[ ]
[ ]

According to survey we found that the sales of Soft Drink in Meereut which
shows in Pie Chart are segmented according to the Outlet condition which is
depend upon the Area of Population.

59

Question No. 3:- Are you satisfied with COKE products & its services?

YES

NO

In our survey we found that 67% shoppers are satisfied with the services of Coke
Products in Meerut.

60

Question No. 4:-Which brand is more profitable for you?

COKE [

PEPSI [

OTHER

In our survey we found that Coke is more profitable brand in Meerut than Pepsi,
because of Consumer Trust, its Promotional strategies, Services, Different
flavors.

61

Question No. 5:-What mostly consumer preferred in cold drinks?

COKE [

PEPSI

OTHER

In my survey I found that consumer preferred COKE, after that Pepsi because of
quality and 3its test.

62

Question No. 6:- which brand of COKE the customer more likes to drink?

THUMS UP [

COKE [

LIMCA

SPRITE

MAZAA

]
]

In my survey I found that Thums-up which is preferred by the 36% of the select
Primary Data, Limca with 21%, Mazaa 18%, Coke 18% in Meerut.

63

Question No. 7:- Are you satisfied with the Salesman?

YES

NO

In my survey I found that 58% of the Shoppers are satisfy with the salesman his
behavior & services . 42% of the Shoppers are not satisfy with the salesman in
Meerut.

64

Question No. 8:- What is the reason do you think behind the low sales of the 350 ml
PET pack?

HIGH PRICE

CONSUMER INCONVINENCE

POOR PACKAGING

ADVERTISING

In my survey in Meerut I found that the New launched PET pack of different
flavors of the coke brand are ignored by the consumers because of High Prices,
Advertising 27%, Poor packaging 22% , Inconvenience 19%

65

Question No. 9:- Does your salesman tell you about all the schemes and discount?

YES

NO

In my survey I found that, 45% sales personnel tells about the schemes and
discounts and 55% do not tell about it to them.

66

Question No. 10:- How often company official (S.E.) visit you in a month?

Once

Twice

More

No visit

In my survey I found that sales personnel are 27% Shoppers says that Sales
Executive do not go fore any visit.
67

Question No. 11:-To whom do you want to register your complaints?

Salesman

Sales Execute

Distributor

Area Sales Manager

In my survey I found that Shoppers want to register their Complaints more by

the Sales Executives comparison to the Salesman, Distributor & ASM.

68

Question No. 12:-Type of outlet is according to sale?

Low Level

Medium Level

High Level

In my survey I found that 28% of the Outlet are High Level, 30% Low Level,
42% of Medium level. These Level are according to the Per Crate Sales in
Meerut City.
69

FINDINGS

70

FINDINGS
The most selling brand is Coke, it is preferred by the 63% in Meerut, then
Pepsi & Others (E.g.- Delight Sugar free, RC Cola).
According to survey we found that the sales of Soft Drink in Meereut which
shows in Pie Chart are segmented according to the Outlet condition which is
depend upon the Area of Population.
In our survey we found that 67% shoppers are satisfied with the services of
Coke Products in Meerut.
In our survey we found that Coke is more profitable brand in Meerut than
Pepsi, because of Consumer Trust, its Promotional strategies, Services,
Different flavors.
In my survey I found that consumer preferred COKE, after that Pepsi because
of quality and 3its test.
In my survey I found that Thums-up which is preferred by the 36% of the
select Primary Data, Limca with 21%, Mazaa 18%, Coke 18% in Meerut.
In my survey I found that 58% of the Shoppers are satisfy with the salesman
his behavior & services . 42% of the Shoppers are not satisfy with the
salesman in Meerut.
In my survey in Meerut I found that the New launched PET pack of different
flavors of the coke brand are ignored by the consumers because of High
Prices, Advertising 27%, Poor packaging 22% , Inconvenience 19%
In my survey I found that, 45% sales personnel tells about the schemes and
discounts and 55% do not tell about it to them.
In my survey I found that sales personnel are 27% Shoppers says that Sales
Executive do not go fore any visit.
71

 In my survey I found that Shoppers want to register their Complaints more by

the Sales Executives comparison to the Salesman, Distributor & ASM.
In my survey I found that 28% of the Outlet are High Level, 30% Low Level,
42% of Medium level. These Level are according to the Per Crate Sales in
Meerut City.

72

RECOMMENDAATION

73

RECOMMENDATION
1.

Salesman must be known about all the schemes.

2.

Distributor should take retailers on account by meeting them individually.

3.

Salesman should take every retailer from low level to high level at same
way

4.

Dealer should, that much power, from which he / she can solve the
complaints / problems of retailers and customer.

5.

Salesman should be co-operative in nature.

6.

All brands in all package size should be made available to all outlets this
should be done by the survey conducted by the salesman.

74

CONCLUSION

75

CONCLUSION

These findings are based upon Coke Brand percentage wise.

In the survey we have found that 78% shopkeepers satisfied with behavior of
salesman and 22% shopkeepers non-satisfied.
In the survey we have found that 74% shopkeepers says that the supply is
regular and 26% shopkeepers says non-regular.
Analysis we have found that sales man visit at the shops 22% once, 40%
twice, 30% more and 8% no
After analysis we found that Sales Executive visit at the shops 13% once, 42%
twice, 30% more and 7% no-visit.
After analysis we have found that Distributor visit at the shops 11% once, 6%
twice, 5% more and 78% no-visit
In the analysis we have found that 74%Retailers buy the Coke for brand
image, 12% for Relationship with salesman, 10% Relationship with S.E. and
4% for Discount.
57% Retailers says that the sales man ensure the visi-Cool purity while 43%
says no.
69% Retailers says that the sales man provide posters and stickers while 31%
says no.
In the survey we have found that 78% Retailers says that the sales man or any
companys representative listen their problems while 22% says no.
After analysis we have found that 61% Retailers want to register their
complaints to salesman, 46% to sales executive, 6% to distributor, 32% to area
76

sales manager.

In the survey we have found that sale of 21% shop are low level, 44% medium
level and 35% high level.
So for the end of my Summer Training, I found that Cokes ThumsUp Brand is
more demanded.
Its selling technique of route agents of the Coke which boost up the sale of
Coke.
I found that the service of our distribution system is good in every area.

77

LIMITATION

78

LIMITATION

1.

Since finding is based on the survey of MEERUT, clear picture of CocaCola in India can be predicted.

2.

Time period is very short for the research report.

3.

No. Of students/ youngster supersedes as interviewee than other group, it

mat affect results

4.

Result on the basis of dealer survey may slightly differ from actual.

79

BIBLIOGRAPHY

80

BIBLIOGRAPHY

WEBSITE
www.cocacola.com.
www.google.com

BOOK CONCERN

1. Magazine

Business World
Business India
Business Today
India Today

2. Research methodology

C.R. Khotharia

3. Marketing Management

PHILIP KOTLER

4. Marketing Research

D.D. Sharma
Paul Gree

81

QUESTIONNAIRE

82

QUESTIONNAIRE

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.

1.

Are you satisfied with your salesman behavior?

a. (Yes )

2.

b. (No)

Is the supply to you regular and proper?

a. (Yes )

3.

4.

How many times in a day does your salesman visits your outlet?
a. Once

b. Twice

c. More

d. No visit

Does your salesman assure you all the brands availability?

a. (yes)

5.

b. (No)

Does your salesman tell you about all the schemes?

a. Thums-up UTC

Yes

No

b. Limca UTC

Yes

No

c. Sprite UTC

6.

b. (No)

Yes

No

How often company official (S.E.) visit you in a month?

a. Once

b. Twice

c. More

d. No visit
83

7.

8.

9.

How often distributor visits your outlet?

a. Once

b. Twice

c. More

d. No visit

The reason on which your purchase is dependent upon?

a. Brand image

b. Relationship with salesman

c. Relationship with S.E.

d. Discount

Does your salesman ensure you availability of posters & stickers?

a. (yes)

10

Does any company representative (salesman) listen to your problem?

a. (yes)

11.

b. (No)

b. (No)

To whom do you want to register your complaints?

a. Salesman
c. Distributor

12.

b. Sales Execute
d. Area Sales Manager

Type of outlet according to sale?

a. Low Level

b. Medium Level

84

c. High Level