with geopolitical events, in developed and emerging

economies, as with decisions made by central banks,

speakers stated at the event.
Also, while opinions in the market vary on whether
emerging market finances are destined to strengthen in
2016, it was argued that their performance and growth
potential ought not be overlooked in any contemporary
FX trading scenario, nor should prospects relating to
commodity prices.
Predictable and unpredictable risks
Those speaking at the event discussed a number of risks
that have the potential to impact foreign exchange
markets to a considerable degree in the coming months:
The UKs referendum, in June, regarding its
membership of the European Union:Panelists
warned that a Brexit vote could have major
damaging consequences in Europe and beyond.
Renminbi rates, as Chinas economy grows more
slowly than hoped:The opaqueness of the market

and of future policy was highlighted as a concern by

panelists.
Elections in the U.S., Japan and beyond:Panelists
noted the potential to impact how international
currencies behave in relation to the dollar.
Possible rising U.S. interest rates:The recent
release of minutes from the Federal Open Market
Committees meeting in March indicates there is at
least some consideration for this to happen relatively
soon.
A Fast changing political and economic
environment:Damaged market confidence and a
lack of clarity of what will happen next are causing
volatility.
Improving analysis and guarding against volatility
In the coming months, the progress of foreign currency
markets worldwide against the dollar remains highly
unpredictable, and experts on the panel took differing
views on what the latest data means in these contexts.
Most of the panelists leaned towards a bullish outlook on
the dollar, seeing its overall run and the U.S. economic

potential. But the bearish viewpoint was also heard:

Some tough U.S. retail figures outside of autos, and the
Chinese worries could hurt the dollar.
What matters most today for corporations, traders
and investors, is that risks are understood as well as
possible and that currency volatility is well guarded
against.
That imperative is driving interest in index instruments
that help hedge against currency exposure. One
example is the recently-introduced CME Bloomberg
Dollar Spot Index futuresa contract now available for
trading on the CME Globex electronic trading platform.
By representing real trade flows into the US, BDI aims to
measure the worlds top-traded emerging and developed
currencies against the dollar more accurately.
Experts at the Strong Dollar event said there is no
denying that the geopolitical uncertainties require a
smart reaction. In such a world, the right processes,
market access and benchmarking are vital to stability
and success. By having a better understanding of
currency potential and trading with an index dynamically

weighted to current realities, those in the FX derivatives

market stand much more chance of success in a tough
environment.

A Study on Marketing Strategies

adopted by Fast Moving Consumer
Goods Company in Areas of Ghazipur
District (A Special Reference to Soft
Drink- Coca Cola)

PREFACE
Soft drink includes all types of non alcoholic carbonate flavoured or otherwise
sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml,
1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavours. It also comes in
glass as well as in plastic bottles. Since so many changes and transformation are
under-going ever changing consumer demands, Government Policies and innovative
packaging. Then industries are much emphasizing to increase its sales.

With the introduction of fruit-pulp based soft-drinks packaged in cardboard cartoons

known as TERRAPACK has been introduced in the market. The bottled soft-drink
market has undergone a marginal decreases in demand. After 1994, the eminent reentry of coca-cola in Indian soft-drink industry. It is heading for two giants war to
capture the market. It has introduced various sharp and efficient tools say tour

packages, prizes gift other avenues to enhance social status and satisfying personal
egos also.
The first real insight of an organization for management student comes only during
his preparation of project work because student first interacts with real practical
work. This is first introduction to industry and its working. This project work
synthesize the theoretical concept learn in the class room and its practical
orientation in organization.
In my project I have studied the A Study on Marketing Strategies adopted by
Fast Moving Consumer Goods Company in Areas of Ghazipur District (A
Special Reference to Soft Drink- Coca Cola) .
This survey report has seven chapters and each chapter has its own importance and
relevance. Together they show the entire picture of retailer behaviour towards to
famous brand of Soft Drinks i.e. coca-cola.
The First chapter deals with the introduction of the topic, which describes the
product, price, place, promotions and its history. It also describes the profile of the
Company. It also includes objective, scope, importance and limitation of the study.
.The Second chapter deals with research methodology. The process of carrying out
the whole research problem is defined in it. It contains information about the
objectives of the research, methods of data collection, sampling and sample design.
Third chapter is data analysis and interpretation. This is the most important section
of the project work. This section contains the analysis of all the data collected so far
and they are interpreted to produce the final conclusion. It contains all the tables
and charts which depicts the result.

Chapter four contains the finding and recommendation of the research. This is
based on the data analyzed and interpreted in the previous chapter. This is the most
important section of the survey report. A report is evaluated on the validity ad
correctness of findings.
Chapter five depicted conclusion which concludes the whole report, that is, gives a
brief description of the process employed so far.
Sixth chapter showed annexure which contains a format of the questionnaire used
for the purpose of data collection.
And later, seventh chapters contain bibliography which describes the list of sources
from where the matter and information is collected. It contains the list of books,
authors, websites used etc.
Thus, the above mentioned is the overall design of the report.

ACKNOWLEDGEMNT
I express my deep concern of gratitude towards Respected Mr. Rahul Anand
Singh , Head of Department and our esteemed & admiral Lecturers who have
always been a source of a great inspiration.
I am also highly thankful to Mrs. Fati Shafaat because without her guidance it
would be quite impossible to carry out a successful survey and make the
Report complete & effective. My project report was under her supervision and
I am also heartily thankful to her.

Thanking would be a small thing for our parents who are our ideal. I am heartily
grateful to my
parents and family members for appreciation and financial encouragement for
bringing up such a marvelous project.
I would also like to say thanks to retailers without whom this project could not be
competed. They give their valuable time to fill my questionnaire.
I would also like to say thanks to other faculty members who helped me during this
survey project.
Last but not least , we want to thanks all those who have been directly or
indirectly involved in this research project.

Sakshi
Srivastava
BBA 4
Semester

COMPANY PROFILE

th

HISTORY OF COCA-COLA

The world has changed in many ways since pharmacist, John Styth Pemberton first
introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the
product mean so many things to hundreds of Millions of consumers around the
globe. Coca-Cola products are served more than 705 million times every day,
quenching the thirsts of consumers in more than 195 countries in every climate.
That's a long way to come after such a modest beginning...
May - Pemberton concocted a caramel-colored syrup in a three-legged brass kettle
1886 in his backyard. He first "distributed" the new product by carrying Coca-Cola
in a jug down the street to Jacobs Pharmacy. For five cents, consumers could
enjoy a glass of Coca-Cola at the soda fountain. Whether by design or
accident, carbonated water was teamed with the new syrup, producing a
drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's
partner and bookkeeper, Frank M. Robinson, suggested the name and
penned, in the unique flowing script that is famous worldwide today, .
1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red
has been a distinctive color associated with the No. 1 soft drink brand ever
since.
1891 - Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the
Coca-Cola business for $2,300. Pemberton was forced to sell because he was
in a state of poor health and was in debt. Within four years, Candler's
merchandising flair helped expand consumption of Coca-Cola to every state

and territory.
1893 - In January "Coca-Cola" was registered in the U.S. Patent office.
1917 -

3 Million Coke's sold per day. "

" is the world most recognized

trademark.
1919 - The Coca-Cola Company was sold to a group of investors for $25 million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff
for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who
would be president for six decades.
Woodruff's leadership took the business to unrivaled heights of commercial
success, making Coca-Cola an institution the world over.
During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the
United States to supply Coca-Cola to every serviceperson. He said that costs and
location did not matter; he supplied 5 billion bottles to the service.
1925 - 6 Million Coke's sold per day.
1927 - The first Coca-Cola radio advertisement.
1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's
Allied Headquarters in North Africa, requesting 10 Coca-Cola bottling plants
to serve American servicemen overseas. Eventually, 64 plants were set up
during WWII.
1950 - Advertising on on the television began. Currently Coca-Cola is advertised on
over five hundred TV channels around the world.
1961 - Sprite was introduced.
1971 - The song "I'd like to Buy the World a Coke" was released.
1978 - The two liter bottle was introduced, and during that same year the company

also introduced plastic bottles

1982 - Diet Coke was introduced in July.
1985 - The Coca-Cola Company made what has been known as one of the biggest
marketing blunder. They stumbled onto a new formula in efforts to
produce diet Coke. They put forth 4 million dollars of research to come up
with the new formula.
The new formula was a sweeter variation with less tang, it was also slightly
smoother. The factor that influenced the change was that Coke's market share fell
2.5 percent in four years. Each percentage point lost or gain meant 200 million
dollars. This was the first flavor change since the existence of the Coca-Cola
company. The change was announced April 23, 1985 at the Vivian Beaumont
Theater at the Lincoln Center. Some two hundred TV and newspaper reporters
attended this very glitzy announcement.
The change to the world's best selling soft drink was heard by 81 percent of the
United States population within twenty-four hours of the announcement. Within a
week of the change, one thousand calls a day were flooding the company's eight
hundred number. Most of the callers were shocked and/or outraged, many said that
they were considering switching to Pepsi. Within six weeks, the eight hundred
number was being jammed by six thousand calls a day. The company also fielded
over forty thousand letters, which were all answered and each person got a coupon
for the new Coke. Many American consumers of Coca-Cola asked if they would
have the final say. When Pepsi heard that the Coca-Cola company was changing its
secret formula they said that it was a decision that Pepsi tastes better. Roger
Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major
newspaper in the U.S. to declare the victory.

Coca-Cola management had to decide: Do nothing or "buy the world a new Coke".
They decided to develop the new formula.
1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke
was brought back in addition to the new one. This was greatly due to
dropping market share and consumer protest. The market share fell from a
high of 15 percent to a low of 1.4 percent. This was said to be a classic
marketing retreat. Coca-Cola executives admitted that they had goofed by
taking the old Coke off the market. The Coca-Cola company's eight hundred
number received eighteen thousand calls of gratitude. The comeback of old
Coke drove stock prices to the highest level in twelve years. This was said to
be the only way to regain the lead on the cola wars.
1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.
1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of CocaCola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of
Atlanta. They accomplish this through scholarships, hotlines, donations and
contributions. Another large accomplishment that the Coca-Cola is being the first
company to make and use recycled plastic bottles.

JOHN

PEMBERTON

COKE IN INDIA
Despite the formidable track of its parent $18 billion giant in Atlanta USA. Coke India
record 1800 crore soft drink makers is prominent. Coca-cola entered in India market
after 16 years from Hathras Dec.1993. Coca-cola became the undisputed leader of
the Indian soft drink market because of their acquiring rights of Ramesh Chauhan
aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke picked by

five brands Thumsup, limca, Goldspot, Citra, Maaza with a combined rate of 65%
with Thumsup alone accounting for 56% then 650 crore segment.

BENCHMARK
Coca-cola ranks no.1 brand in the world by the business world survey
followed by companies like Microsoft and IBM.
Coca-cola is the market leader in the whole world in beverage industry.
Business week magazine ranks Coca-cola on 4 th position in Indian FMCG
industry.
Coca-cola enjoys approx 60% market share in Indian beverage industries.

INTRODUCTION

Marketing is the process which is social and managerial by which individual and groups opting
what they need and want through creating offering and exchanging product of value with others .
Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services, to create exchange that satisfy individual and
organizational objectives.
Mc Carthy popularized a core factor classification of these tools called the 4Ps- Product, Price,
Place and Promotions. Marketing mix consist of 4Ps that are product, price, place, promotion.

PRODUCT

These are tangible as well as intangible offers provided by the company to satisfy changing the
needs of consumer. In designing a product firms concentrate on the needs and wants of the target
customer because presently marketing is customer oriented and the satisfaction is the main
target. Before making a product a company should consider following points:

Quality
Design
Variants
Warrantees
Packing and Labeling
After Sale Service.

PRICE

The price variable is important in the design of marketing strategies because customers are
concentrated about the value obtained in a purchase. Marketing manager are usually involve in
establishing pricing policy and determining product prices. Price also provides image of the
product. Price includes:

Discount
Allowances
Credit Terms
Payment Terms.

PLACE

It includes the various activity the company undertakes to make the product available and
accessible to target market. If a product is available in the market can easy attention. For easy
accesses of product organization regularly develop channel. It includes:

Wholesaler
Retailer

 Physical Distributor
Supplies
Inventory.

PROMOTION

It includes all the activities the company undertakes to communicate and promote its product to
the target market. Different promotional tools are used to make aware the customer about
product feature and benefits. It includes:

Advertising
Personal Selling
Sales Promotion
Public Relation
Direct Marketing

The term Fast Moving Consumer Goods refers to those retail goods that are generally replaced
or fully used up over a short period of days, weeks, or months, and within one year. This

contrasts with durable goods or major appliances such as kitchen appliances, which are generally
replaced over a period of several years. FMCGs have a short shelf life, either as a result of high
consumer demand or because the product deteriorates rapidly. Some FMCGs such as meat,
fruits and vegetables, dairy products and baked goods are highly perishable. Fast moving
consumer goods are simply the essential items that one must have in order to live Or at least
live well. The items are referred to fast moving due to the fact that they are the quickest items
to leave the shelves at a supermarket, and usually have the lowest price due to that fact. The
essential items, or fast moving consumer goods, are classified in several different ways and are
often categorized by the area in which people live, the demographics that constantly shop at the
stores, and if they are perishable items or not. However, these consumer goods are not strictly
limited to what is bought in store, as fresh food products or non-perishables.

Fast moving consumer goods are also applied to items that are part of home delivery, pick up
delivery, markets and stalls, items purchased at a chemist or pharmaceutical organization,
specialized stores, and tobacco or smoking paraphernalia stores. Fast moving consumer goods
are items in which everyone needs to live They are often of low cost and thus will not
determine a large profit for whichever company produces and sells the items, however due to the
large amount of turnover, they are deemed to produce enough profit to constantly produce and
sell more. These items are usually as follows: Fruit and vegetable, meats including; chicken,
beef, and fish, some cereals, dairy products like milk and some yoghurt (often the ones most
used for kids lunchboxes, or quick snacks), sugar and other drinking necessities like coffee and
cocoa, pasta and various noodles, not to mention the non edible products like toiletries,
shampoos and soaps which everyone needs in order to live a clean life. Of course, those are just

the simple basics; there are other products like spirits, beer and wine that are considered fast
moving consumer goods due to the availability and the general want for such alcoholic products.
Stationary items like paper and pens are also considered under the fast moving consumer goods
area, due to the fact that everyone is, or will be a student at some point in their life and will need
exercise

books

and

the

likes

of.

There are companies that are considered under the guidelines of fast moving consumer goods
(from here on known as FMCG), for their ability to constantly produce the items that sell the
quickest. These are such companies like Nestle, Sara Lee, Procter and Gamble, Coca-Cola,
Kleenex and Pepsi. The interesting thing to notice is that all these companies either provide
confectionary or dairy items that are known not entirely as necessities, and also toiletry
companies

that

provide

body

lotions

and

tissues.

Most fruit and vegetables are excluded from these well known FMCG companies, due to the fact
that there are not only a few conglomerate companies that dominate the market of fruit and
vegetable production But rather millions of small companies that own their own crops and
wish to produce farmers-markets type quality of fruit and vegetables that is enjoyed by many
families for their freshness.
A soft drink (also called soda, pop, coke soda pop, fizzy drink, or carbonated beverage) is a nonalcoholic beverage that typically contains carbonated water, a sweetening agent, and a flavoring
agent. The sweetening agent may be sugar, high-fructose corn syrup, or a sugar substitute A soft
drink may also contain caffeine or fruit juice. Soft drinks are called "soft" in contrast to "hard
drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but
the alcohol content must be less than 0.5% of the total volume if the drink is to be considered

non-alcoholic.

Widely

sold

soft

drink

flavors

are cola, lemon-lime, root

beer, orange, grape, vanilla, ginger ale, fruit punch, sparkling lemonade, squash, and flavored
water. Soft drinks may be served chilled or at room temperature. They are rarely heated.
Soft drinks are made by mixing dry ingredients and/or fresh ingredients (e.g.
lemons, oranges, etc.) with water. Production of soft drinks can be done at factories,
or at home. Soft drinks can be made at home by mixing either a syrup or dry
ingredients with carbonated water. Carbonated water is made using a home
carbonation system or by dropping dry ice into water. Syrups are commercially sold
by companies such as Soda-Club. Soft drink includes all types of non alcoholic
carbonate flavoured or otherwise sweetened beverages. Soft drinks are mostly
packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in a
variety of flavours. It also comes in glass as well as in plastic bottles.5ince so many
changes and transformations are undergoing ever changing consumer demands,
Govt. Policies and innovative packaging. Then industries are much emphasizing
advertising to increase its sales

PRODUCT PROFILE
DIFFERENT BRANDS OF COMPANY

The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to
innovate and come up with, either complete new products or new ways to bottle or
pack the existing drinks. The Coca-Cola Company has a wide range of products out
of which the following products are marketed by HCCBPL:

In the Cola Section:

In the Lemon Section

In the Orange & Apple section:

 In the mango section:

In the juice section :

 In the Soda Water and Bottled Mineral Water

section:

BRANDS TAGLINE
Thumsup

- Taste the thunder

Coca-cola

- Open happiness

Sprite

- Seedhi bat no bakwaas, clear hai

Limca

Fresh ho jao

Fanta

Go bite

Maaza

Bina guthli wala aam

BRAND AMBASSDORS
Thumsup

-Akshay Kumar

Cocacola

-Aamir Khan

Sprite

-Shahrukh Khan

Fanta

-Genelia Dsouza

Limca

-Riya Sen

ABOUT BRANDS
THUMSUP
It is the leading brand of the company. It has cola flavour. Thumsup is the highest
selling beverage brand of India. Mostly like by the youngsters specially boys.
Originally introduced in 1977, thumsup was acquired by the coca cola company in
1993.
Thumsup, is, known for strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the man from the boys.
The competitor of the brand on same category is Pepsi.

COCACOLA
This is the world most famous & old brand. This brand is specially liked by teenagers
& youngsters.
The competitor on the cola category is Pepsi.

SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is liked by
all age groups & people. Jan 09 report of The times of India claims sprite to be the
second brand in sales after Thumsup. Worldwide sprite ranked as no.4 soft drink and
is sold in more than 190 countries In India, sprite was launched in year 1999 and
today it has grown to be one of the fastest growing soft drinks, leading clear lime
category.
Today sprite is perceived as a youth icon. With strong appeal to youth sprite has
stood for a straight forward and honest attitude. It clear crisp hingtaste encourages
todays youth to trust their instincts, influence them to be true who they are and to
obey their thirst
Competitor : 7up & Mountain dew

LIMCA

Limca is cloudy lemon in flavour. This is very unique in this category .It is white in
colour. Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in
1971, Limca has been the original thirst choice, of millions of consumers for over
three decades.
The brand has been displaying healthy volume growing year on year and limca
continues to be leading flavoring soft drinks in the country.
Dive into the zingy refreshment of limca and walk away a new person
Competitor : Nimbooz

FANTA
Fanta has two flavours apple & orange. This is very popular drink among females.
Fanta entered the Indian market in year 1996 under the coca-cola brand. Over the
years, Fanta has occupied a strong market place and is identified as the fun
catalyst. Fanta stands for its vibrant colour, tempting taste and tingling bubbles
that not just uplifts feelings but also helps free spirit thus encouraging one to
indulge in the moment.
Competitor: Mirinda, Parles Appy fizz

MAAZA

This has mango flavour. Maaza is popular among children and women. Maaza was
launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza currently
dominates the fruit drink category. Over the years, maaza has become synonymous
with mango.
Taaza Mango, Maaza mango, Botal mei aam, maaza hai naam.consumers regard
maaza as wholesome, natural, fun loving drink real experience of fruit.
The campaign builds on the existing equity of the brand and delivers a relevant
emotional benefit to the moms rightly captured in tagline, yaari dosti, and taaza
maaza
Competitor: Slice, Frooti.

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family drink.
Competitor : Tropicana

KINLEY
This comes in two variety-mineral water & soda. Mineral water is used by all but
soda is commonly used for alcoholic purpose by adult people.
Competitor : Aquafina, Bisleri

PACKAGING DETAILS

PACK

MAAZA

COKE

THUMSUP

FANTA

SPRITE

LIMCA

SODA

300ML

NO

YES

YES

YES

YES

YES

YES

200ML

NO

YES

YES

YES

YES

YES

NO

250ML

YES

NO

NO

NO

NO

NO

NO

2 LTR

NO

YES

YES

YES

YES

YES

NO

600ML

YES

YES

YES

YES

YES

YES

YES

1.2 LTR
1 LTR

YES

NO
YES

NO

NO
YES

NO

NO
YES

NO

NUMBER OF BOTTLES IN A CASE

PACK

NO.OF BOTTLES IN A CASE

300ML

24

200ML

24

250ML

24

2 LITRES

600ML

24

1.2 LTR

12

1 LTR

PRICING

PRICING POLICY FOR INDIAN MARKET

Coca-Cola also made the right moves by adapting to cultural barriers in India. One
such barrier was the affordability of products for Indians. Because India is a country
where people are known to live on very little a day, the idea of getting people to

spend what little they have on a soft drink could be quite a stretch. However CocaCola India went with an aggressive pricing policy and reduced the price of their soft
drinks in 2003 from 15% to 25% nationwide. To compete competitively in the
market, Pepsi reduced their prices as well. This move allowed both companies to
offer products that were affordable to the target market in India but also
encouraged more Indians to consume Pepsi and Coca-Cola products.
Companies also created smaller sized bottles to allow for lower prices for Indian
consumers. Coca-Cola created bottles ranging in size from 200 ml to 500 ml to
adapt to cultural needs and increase their sales. By offering smaller sized bottles
many consumers also increased the frequency in which they were purchasing the
soft drinks