Summer Project X
Summer Project X
Summer Project X
PAGE NO:
CHAPTER-1
INTRODUCTION 2-3
CHAPTER-2
CHAPTER-3
CHAPTER-4
CHAPTER-5
SUGGESTION 63
CONCLUSION 64
FINDINGS 65
QUESTIONNAIRE 61-62
BIBLOGRAPHY 66
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INTRODUCTION
INTRODUCTION
Value for the product and services refers to the quality of product and
services offered to the customers. Several surrounding features can be
directly influenced by channel members, such as customer service, delivery,
and availability. Consequently, a channel partner involves a value analysis
in the same way customers make purchase decisions. This area becomes the
most important from the company as well as customer point of view. This
helps the company to know better their customers and provide them with
what they are expecting.
Market:
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The set of all actual and potential buyers of a product or service.
Marketing:
Marketing Management:
The art and science of choosing target markets and building profitable
relationships with them.
Customer Satisfaction:
Marketing Mix:
The set of controllable tactical marketing tools – product, price, place, and
promotion – that the firm blends to produce the response it wants in the
target market.
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INDUSTRY PROFILE
INDUSTRY PROFILE IN INDIA
Soft drinks are available in glass bottles, aluminum cans and pet bottles for
home consumption. Fountains also dispense them in disposable containers.
While 80% of the consumption is impulse based outside home 20% comes
from consumption at home. This trend is slowly changing with increase in
occasion led sales. The market is slowly moving from Non-Alcoholic
Carbonated drinks to fruit based drinks and also to plain bottles water due
to lower cost and ready availability. Per Capital consumption in India is
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among lowest in the world at 7 bottles per annum compared to 15 bottles in
Pakistan, 89 in china and 1500 bottles in USA.
Market has highest per capita consumption in the country with 50 bottles
per annum compared to 5 bottles for the country. While 75% of the PET
bottle consumption is in urban areas and the 200 ml bottles sales are
higher in rural areas. According to the NCAER survey, lower lower middle
and upper middle class people do 90% of the total consumption of soft
drinks in the country.
Soft drinks market size of FY05 was around 320 million cases (7680million
bottles). The market, which was witnessing 5% to 6% growth in the early
1990`s and even slower growth at around 2-3% in late80`s. presently the
market growth rate is around 7-8% per annum.
The market preference is highly regional based. While the cola drinks have
main markets in metro cities and Northern states of UP, Punjab, Haryana,
etc. orange flavored drinks are popular in southern states. Sodas are also
sold largely in southern sates, besides sales through bars. Western markets
have preference towards mango-flavored drinks; diet coca cola constituted
just 0.7% of the total carbonated beverage market.
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NEED FOR THE STUDY
NEED FOR STUDY
As retailer, each of has a vast number of perceptions toward products,
toward services, toward company or industry, etc. It is difficult to
imagine in any research project that does not include the
measurement of some aspects of retailer’s s perceptions. The size of
the market is vast and constantly expanding, thus resulting in a vast
number of competitors entering the market. Billions of dollars were
being spent on goods and services by tens of millions of people. The
growth of the retailer’s movements created urgent need to understand
how competitors form strategies and capture the market share and
take strategic decisions. For example, in order to discover how
retailers respond to the promotional offer, advertisement and
distribution or service. (E.g. promotional appeals, package labels,
warranties, discounts, etc.).
The study of retailer’s perception and market share would provide the
company with necessary insights to develop the product, its pricing
strategy, and to design persuasive promotional strategy, distribution
system and develop defensive strategies and elimination strategies to
remove the competitor’s product from the market or some promotional
strategies to increase the market share of particular products and
brands. It would also support the organization to analyze its
drawbacks in its various strategies and to take corrective action to
remain as market leaders.
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The study will also reveal the different aspects of retailer’s perception
regarding price, quality, range, availability, and advertisements of the
products. The need for the study is very essential as the competition
in the soft drink and water segment is ever increasing. Competitors
are mainly struggling to shutdown the market by capturing its market
share. The competitors are coming up with sales promotion and
incentives to compete with this Maaza.
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SCOPE FOR THE STUDY
SCOPE FOR STUDY
OPERATIONAL DEFINITIONS:
Retailer:
Retailer is a person or business who sells products to the public.
Brand:
Brand refers to the identification of the product given by the
manufacturer.
Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a
particular brand without any wavering purchase pattern.
Respondent:
Respondent is a person who is being interviewed for the purpose of
conducting the study.
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Market share:
The amount that a company sells of its products or services compared
with other companies selling the same things
Promotional Activities:
Promotional activities include advertising, personal selling, sales
promotion, and publicity, which have their own characteristics and
cost but have common objectives of achieving high sales by creating
awareness.
Incentives:
Offer of an article at frees of cost or less price of the market can be
termed as incentives.
Interviewee:
A person who is answerable to the interviewer of the proposed
questions.
Interviewer:
A person who carries on investigation for the purpose of achieving the
objectives of the project.
Sample:
The selection of set of people from the total population for the
purchase of carrying on the investigation.
Survey:
It refers to the questionnaire administered to the subject who is
identified from the population with the help of probability or non-
probability sampling.
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Questionnaire:
It refers to the set of questions that are framed to be answered by the
respondents for the purpose of achieving the research objectives. In
questionnaires there are two types structured and unstructured.
There are four types of questions in a questionnaire on open ended
questions, closed ended questions, disguised and interrogative
questions.
Brand awareness:
Knowing brand; knowing that particular brand exists and is
important; being interested in particular brand: brand awareness
refers to the consumer awareness of the particular brand.
Brand Name:
The name given to a product by the company that produces it. brand
name is nothing but the name and value of the brand.
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OBJECTIVE OF THE STUDY
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METHODOLOGY
RESEARCH METHODOLOGY
Research Design:
Once the problem is identified, the next step is the research design.
Research design is the basic framework of rest of the study. A research
design specifies the methods and procedures for conducting particular
study.
Primary Data:
The primary data is fresh information collected for a specified study. The
primary data can be gathered by observational, experimentation and survey
method. Here the entire scheme of plan starts with the definition of various
terms used, units to be employed, type of enquiry to be conducted, extent of
accuracy aimed etc.,
The methods commonly used for the collection of primary data are:
1. Direct personal investigation, where the data is collected by the
investigator from the sources concerned.
2. Indirect oral interviews, where the interview is conducted directly
or indirectly concerned with subject matter of the enquiry.
3. Information received through local agencies, which are appointed
by the investigator.
4. Mailed questionnaire method, here the method consists in
preparing a questionnaire (a list of questions relating to the field of
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enquiry and providing space for the answers to be filled by the
respondents.), which is mailed to the respondents with a request
for quick response with in the specified time.
Secondary Data:
The secondary data refers to data, which already exists.
The secondary data collect from internal records, business magazines,
company websites and Newspapers.
Research instruments:
For the collection of primary data a structured questionnaire was prepared
covering various aspects of the study.
Sampling Procedure:
It is a procedure required from defining a population to the actual selection
of the sample.
Introduction:
The precision and accuracy of the survey results are affected by the manner
in which the sample has been chosen.
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Sample:
A part of a population, which is provided by some process on other, usually
by deliberated selection with the object of investigating the properties of the
parent population set.
Non probability sampling method is in deterministic method where the
sample size in numerous and can’t be determined. So for our convenience
we take convenience-sampling method where all the population in sample is
given equal opportunity.
Let W1, W2, W3, Wn be the weights attached to variable values X1,X2,X3…,
Xn respectively then weighted arithmetic means X is given by ∑WX/∑W
where W1, W2… Wn are the respective weights of X1, X2, Xn.
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4. Sample unit: The sample unit consists of retailers in Borabanda
and kondapur
5. Sample size: The sample size is 120
respondents.
6. The sample taken for the study caters to upper class and middle
class of the society.
7. Sample method: the sample method used is non-probability. In
non-probability sampling the chance of any particulars unit in
the population being selected unknown.
a. Procedure: the procedure used for sampling is convenient
sampling in this method the sample unit is chosen
primarily on the basics of the convenience to the
investigator.
8. The survey consists of structured
questionnaire.
9. The questionnaire consists of both open and
closed-ended questions.
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LIMITATIONS OF THE STUDY
LIMITATIONS
market.
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COMPANY PROFILE
COCA-COLA PROFILE
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The first recipe Coca-Cola was invented in Atlanta, Georgia, by John
S. Pemberton, originally as a coca wine called Pemberton's French
Wine Coca in 1885. [1][2] He may have been inspired by the
formidable success of European Angelo Mariani's coca wine, Vin
Mariani.
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Georgia, on May 8, 1886, and for the first eight months only nine
drinks were sold each day. Pemberton ran the first advertisement for
the beverage on May 29 of the same year in the Atlanta Journal.
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reached the status of a national icon for the USA. In 1935 it was
certified kosher by Rabbi Tobias Geffen, after the company made
minor changes in the sourcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894,
and cans of Coke first appeared in 1955. [14] The first bottling of
Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn
Candy Company in 1891. Its proprietor was Joseph A. Biedenharn.
The original bottles were Biedenharn bottles, very different from the
much later hobble-skirt design that is now so familiar. Asa Candler
was tentative about bottling the drink, but the two entrepreneurs who
proposed the idea were so persuasive that Candler signed a contract
giving them control of the procedure. However, the loosely termed
contract proved to be problematic for the company for decades to
come. Legal matters were not helped by the decision of the bottlers to
subcontract to other companies — in
effect, becoming parent bottlers.
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drinks, and Pepsi had the advantage over Coke because it was much
sweeter. Coca-Cola tinkered with the formula and created "New Coke".
Follow-up taste tests revealed that most consumers preferred the taste
of New Coke to both Coke and Pepsi. The reformulation was led by the
then-CEO of the company, Roberto Goizueta, and the president Don
Keough.
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Meanwhile, the market share for New Coke had dwindled to only 3%
by 1986. The company renamed the product "Coke II" in 1992 (not to
be confused with "Coke C2", a reduced-sugar cola launched by Coca-
Cola in 2004). However, sales falloff caused a severe cutback in
distribution. By 1998, it was sold in only a few places in the
Midwestern U.S.
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Main article: Coca-Cola formula:
The exact formula of Coca-Cola is a famous trade secret. The original
copy of the formula is held in SunTrust Bank's main vault in Atlanta.
Its predecessor, the Trust Company, was the underwriter for the Coca-
Cola Company's initial public offering in 1919. A popular myth states
that only two executives have access to the formula, with each
executive having only half the formula. The truth is that while Coca-
Cola does have a rule restricting access to only two executives, each
knows the entire formula and others, in addition to the prescribed
duo, have known the formulation process.
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Bottle and logo design
The first version of the famous bottle went into production in 1916.
The famous Coca-Cola logotype was created by John Pemberton's
bookkeeper, Frank Mason Robinson, in 1885. It was Robinson who
came up with the name, and he also chose the logo’s distinctive
cursive script. The typeface used, known as Spencerian script, was
developed in the mid 19th century and was the dominant form of
formal handwriting in the United States during that period.
The equally famous Coca-Cola bottle, called the "contour bottle" within
the company, but known to some as the "hobble skirt" bottle, was
created in 1915 by a Swedish former glassblower, Alexander
Samuelson, who had emigrated to the U.S. in the 1880s and was
employed as a manager at The Root Glass Company in Terre Haute,
Indiana, one of Coca-Cola's bottle suppliers. According to the Coca-
Cola Company, Samuelson took time to ponder a possible new design
for the bottle after production at his plant was shut down due to a
heat wave. Inspired, he considered the possibility of basing a new
design on the kola nut or coca leaf, two of the drink's flagship
ingredients. He sent an employee to research the shape of the two
objects in question, but a misunderstanding led to the man returning
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with sketches of the cacao pod—a crucial ingredient in chocolate, but
not Coca-Cola. According to the company, it was this mistaken design
that was accepted and put into production.
Local Competitors:
Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola
in some localities. Around the world, some local brands do compete
with Coke. In South and Central America, Kola Real, known as Big
Cola in Mexico, is a fast growing competitor to Coca-Cola. On the
French island of Corsica, Corsica Cola, made by brewers of the local
Pietra beer, is a growing competitor to Coca-Cola. In the French region
of Bretagne, Breizh Cola is available. In Peru, Inca Kola outsells Coca-
Cola. However, The Coca-Cola Company purchased the brand in 1999.
In Sweden, Julmust outsells Coca-Cola during the Christmas season.
In Scotland, the locally-produced Irn-Bru was more popular than
Coca-Cola until 2005, when Coca-Cola and Diet Coke began to
outpace its sales. In India, Coca-Cola ranks third behind the leader,
Pepsi-Cola, and local drink Thumps Up. However, The Coca-Cola
Company purchased Thumps Up in 1993. Tropical, a domestic drink
is served in Cuba instead of Coca-Cola, in which there exists a United
States embargo. Mecca Cola, in the Middle East, is a competitor to
Coca-Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola.
In Iran and also many countries of Middle East, Zam Zam Cola and
Parsi Cola are major competitors to Coca-Cola. In some parts of China,
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Future cola or can be bought. In Slovenia, the locally-produced
Cocktail is a major competitor to Coca-Cola, as is the inexpensive
Mercator Cola, which is sold only in the country's biggest supermarket
chain, Mercator. Finally, in Madagascar, Classiko Cola made by Tiko
Group the largest manufactured company in the country is a serious
competitor to Coca-Cola in many regions.
Advertising:
Coca-Cola's advertising has had a significant impact on American
culture, and is frequently credited with the "invention" of the modern
image of Santa Claus as an old man in red-and-white garments;
however, while the company did in fact start promoting this image in
the 1930s in its winter advertising campaigns, it was already common
before that. In fact, Coca-Cola was not even the first soft drink
company to utilize the modern image Santa Claus in its advertising –
White Rock Beverages used Santa in advertisements for its ginger ale
in 1923 after first using him to sell mineral water in 1915.
In the 1970s, a song from a Coca-Cola commercial called "I'd Like to
Teach the World to Sing", produced by Billy Davis, became a popular
hit single.
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their preferred beverage. Advertising for Coke is now almost
ubiquitous, especially in southern areas of North America, such as
Atlanta, where Coke was born.
Selena was a spokesperson for Coca-Cola from 1989 till the time of
her death. She filmed three commercials for the company. In 1994 to
commemorate her 5 years with the company, Coca-Cola issued special
Selena coke bottles.
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ownership. However, after a few early successes, Columbia began to
under-perform, and was dropped by the company in 1989.
Coca-Cola has gone through a number of different advertising slogans
in its long history, including "The pause that refreshes", "I'd like to buy
the world a Coke", and "Coke is it" (see Coca-Cola slogans).
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Sponsorship of Sporting Events:
Coca-Cola was the first-ever sponsor of the Olympic games, at the
1928 games in Amsterdam and has been an Olympics sponsor ever
since. This corporate sponsorship included the 1996 Summer
Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its
hometown. Since 1978 Coca-Cola has sponsored each FIFA World Cup
and other competitions organized by FIFA. In fact, one of the FIFA
tournament trophy: FIFA World Youth Championship from Tunisia in
1977 to Malaysia in 1997 was called "FIFA - Coca Cola Cup". In
addition, Coca-Cola sponsors the annual Coca-Cola 600 for the
NASCAR Nextel Cup auto racing series at Lowe's Motor Speedway in
Charlotte, North Carolina. Coca-Cola has a long history of sports
marketing relationships, which over the years have included Major
League Baseball, the National Football League,
Criticisms
Most nutritionists advise that Coca-Cola and other soft drinks can be
harmful if consumed excessively, particularly to young children whose
soft drink consumption competes with, rather than complements, a
balanced diet. Studies have shown that regular soft drink users have a
lower intake of calcium (which can contribute to osteoporosis),
magnesium, ascorbic acid, riboflavin, and vitamin A. The drink has
also aroused criticism for its use of caffeine, an addictive substance
which does not affect the products' taste.
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Although numerous court cases have been filed against The Coca-Cola
Company since the 1920s, alleging that the acidity of the drink is
dangerous, no evidence corroborating this claim has been found.
Under normal conditions, scientific evidence indicates Coca-Cola's
acidity causes no immediate harm. Like most other colas, Coca-Cola
contains phosphoric acid. One study has shown that this hastens
bone loss, contributing to illnesses such as osteoporosis.
There is also some concern regarding the usage of high fructose corn
syrup in the production of Coca-Cola. Since 1985 in the U.S., Coke
has been made with high fructose corn syrup, instead of sugar glucose
or fructose, to reduce costs. This has come under criticism because of
concerns that the corn used to produce corn syrup may come from
genetically altered plants. Some nutritionists also caution against
consumption of high fructose corn syrup because of possible links to
obesity and diabetes.
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same products sold in the US and found no such residues. After the
pesticide allegations were made in 2003, Coca-Cola sales declined by
15%. In 2004, an Indian parliamentary committee backed up CSE's
findings, and a government-appointed committee was tasked with
developing the world's first pesticide standards for soft drinks. The
Coca-Cola Company has responded that its plants filter water to
remove potential contaminants and that its products are tested for
pesticides and must meet minimum health standards before they are
distributed. In the Indian state of Kerala, sale and production of Coca-
Cola, along with other soft drinks, was initially banned, before the
High Court in Kerala overturned the ban ruling that only the federal
government can ban food products.
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History
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selling his own version of the product. Three versions of Coca-Cola —
sold by three separate businesses — were on the market. In 1899
Candler sold the exclusive rights, for $1 (USD) to bottle Coca-Cola in
most of the United States to two entrepreneurs from Chatta rnooga,
TN, Benjamin Thomas and Joseph B. Whitehead who subsequently
founded the Coca-Cola Bottling Company In 1919 Candler sold his
company to Atlanta banker Ernest Woodruff.
Also according to the 2005 Annual Report, Coca-Cola had gallon sales
distributed as follows:
27% in the United States
27% in Mexico, Brazil, Japan and China
46% in spread throughout the world Bottlers
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One notable exception to this general relationship between TCCC and
bottlers is fountain syrups in the United States, where TCCC bypasses
bottlers and is responsible for the manufacture and sale of fountain
syrups directly to authorized fountain wholesalers and some fountain
retailers.
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27% of Coca-Cola Bottling Co. which is the second largest Coca-Cola
bottler in the United States. The company was incorporated in 1980,
and "its predecessors have been in the soft drink manufacturing and
distribution business since 1902.
Products and brands
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Information on brands of coca-cola:
Coca-cola
The world's favorite drink. The world's most valuable brand. The most
recognizable word across the world after OK. Coca-Cola has a truly
remarkable heritage. From a humble beginning in 1886, it is now the
flagship brand of the largest manufacturer, marketer and distributor
of non-alcoholic beverages in the world
In India, Coca-Cola was the leading soft-drink till 1977 when govt.
policies necessitated its departure. Coca-Cola made its return to the
country in 1993 and made significant investments to ensure that the
beverage is available to more and more people, even in the remote and
inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and over the past ten years has
captured the imagination of the nation, building strong associations
with cricket, the thriving cinema industry, music etc. Coca-Cola has
been very strongly associated with cricket, sponsoring the World Cup
in 1996 and various other tournaments, including the Coca-Cola Cup
in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo
Chaho Ho Jaye and Life ho to Aisi were very popular and had entered
the youth's vocabulary. In 2002, Coca-Cola launched the campaign
"Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it
India's favorite soft-drink brand. In 2003, Coke was available for just
Rs. 5 across the country and this pricing initiative together with
improved distribution ensured that all brands in the portfolio grew
leaps and bounds.
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Coca-Cola had signed on various celebrities including movie stars
such as Karishma Kapoor, cricketers such as Srinath, Sourav
Ganguly, southern celebrities like Vijay in the past and today, its
brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and
cricketer Virendra Sehwag.
Fanta
Perceived as a fun youth brand, Fanta stands for its vibrant color,
tempting taste and tingling bubbles that not just uplifts feelings but
also helps free spirit thus encouraging one to indulge in the moment.
This positive imagery is associated with happy, cheerful and special
times with friends.
Georgia
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In the company's journey towards the vision 'leading the beverage
revolution in India', now even Garam matlab Coca-Cola…. A hot new
launch from Coca-Cola India.
Georgia, quality tea and coffee served from state of the art vending
machines is positioned to tap into the nation’s biggest beverage
category.
Kinley Water, a thirst quencher that refreshes, a life giving force that
washes all the toxins away. A ritual purifier that cleanses, purifies,
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transforms. Water, the most basic need of life, the very sustenance of
Life, a celebration of life itself.
Kinley water understands the importance and value of this life giving
force. Kinley water thus promises water that is as pure as it is meant
to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola
Company. That is why we introduced Kinley with reverse-osmosis
along with the latest technology to ensure the purity of our product.
That's why we go through rigorous testing procedures at each and
every location where Kinley is produced.
Sprite
Worldwide Sprite is ranked as the No. 4 soft drink.
In India, Sprite was launched in year 1999 & todayit has grown to be
one of the fastest growing soft drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong appeal
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to the youth, Sprite has stood for a straight forward and honest
attitude. Its clear crisp refreshing taste encourages the today's youth
to trust their instincts, influence them to be true to who they are and
to obey their thirst.
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Limca
Lime n' lemony Limca, the 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 3 decades
The brand has been displaying healthy volume growths year on year
and Limca continues to be the leading flavor soft drink in the country.
The success formula? The sharp fizz and lemony bite combined with
the single minded positioning of the brand as the ultimate refresher
has continuously strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of Limca
and walk away a new person...
Maaza
Maaza was launched in 1976. Here was a drink that offered the same
real taste of fruit juices and was available throughout the year. In
1993, Maaza was acquired by Coca-Cola India. Maaza currently
dominates the fruit drink category.
Over the years, brand Maaza has become synonymous with Mango.
This has been the result of such successful campaigns like "Taaza
Mango, Maaza Mango" and "Botal mein Aam, Maaza hain Naam".
Consumers regard Maaza as wholesome, the current advertising of
Maaza positions it as an enabler of fun friendship moments between
moms and kids as moms trust the brand and the kids love its taste.
The campaign builds on the existing equity of the brand and delivers a
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relevant emotional benefit to the moms rightly captured in the tagline
"Yaari Dosti Taaza Maaza"
Thums up
Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand
in India. Originally introduced in 1977, Thums Up was acquired by
The Coca-Cola Company in 1993 Thums Up is known for its strong,
fizzy taste and its confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys
Career at Coca-Cola:
Every person who drinks a Coca-Cola enjoys a moment of refreshment
- and shares in an experience that millions of others have savored.
And all of those individual experiences combined have created
worldwide phenomenon.
Participative Leadership:
Right from our interactions in the market, our Business Planning and
our Brand launches, to our Employee Engagement Programs, our
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Values Agenda, and employee processes, every system is available for
continuous improvement. A learning atmosphere, enabled by our
Manifesto for Growth, helps us seek and replicate the learning’s from
within and outside our organization. Our Engagement programs
enable us to examine, validate and improve ourselves, constantly. Our
colleagues involve themselves in our opportunities for participative
leadership volunteering for work groups that assist decision-making in
critical processes.
CAMPUS RECRUITMENTS:
A taste of summer the Coca-Cola Summer Trainee Program is
designed to facilitate the professional development of young talent and
identify talented culture-fit employees for the company's Management
Trainee program. The Summer Trainee program provides a learning of
the vagaries and complexities of our business 'from the ground up'.
With value-creating live projects, the intern begins appreciating the
intricacies of his or her function and the impact that it has on
business.
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structured classroom sessions from the field managers themselves and
a Community Development stint helps the leaders of tomorrow to
relate to their environment and reaffirms our commitment to the
communities that we work in.
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Much of our future success will depend on our ability to develop a
worldwide team that is rich in its diversity of thinking, perspectives,
backgrounds and culture. Coca-Cola is the world's most inclusive
brand, and Coca-Cola must also be the world's most inclusive
company
Corporate response:
The Coca-Cola Company believes our business has always been based
on the trust consumers everywhere place in us—trust that is earned
by what we do as a corporate citizen and by our ability to live our
values as a commercial enterprise. There is much in our world to
celebrate, refresh, strengthen and protect. Through our actions as
local citizens, we strive every day to refresh the marketplace, enrich
the workplace, preserve the environment and strengthen our
communities.
At the heart of our business is the trust consumers place in us. They
rightly expect that we are managing our business according to sound
ethical principles, that we are enhancing the health of our
communities, and that we are using natural resources responsibly.
Media:
Touching lives of a few more Fisherman- closer to 2nd anniversary of
Tsunami Coca-Cola India Dedicates New Dockyard and Marketing
Centre to Cuddlier Fishing Community Continuing its long-standing
and ongoing support to communities affected by Tsunami in Tamil
Nadu, Coca-Cola India and Hindustan Coca Cola Beverage Pvt. Ltd
and to realize their common vision to strengthen the communities,
dedicated a boat dockyard and a large Marketing Centre to the fishing
community in Pudhukuppam, situated 25 kms from Cuddalore in
Tamilnadu. This was done by organizing a large community
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mobilization camp on November 26, 2006 in presence of hundreds of
members of community, District Collector, representatives of our
partner NGO- AFPRO and other dignitaries. The Dockyard facility aims
to create new economic opportunities for the fishing families in
Pudhukuppam. While the dockyard will ensure that the boats will not
get impacted during disasters and the marketing centre ensures that
the fishermen get good price right at their doorstep. Earlier, Coca-Cola
had provided fiber motorized boats and fishing nets to a group of 80
fishermen in adjoining village in the same area. The district collector
Sh. Gagandeep Singh Bedi, present at the occasion, commended Coca-
Cola’s effort for such a unique project post Tsunami, which will touch
the lives of the poorest of the fisherman. Sh Bedi highlighted that the
project is unique as not only it is first Dock Yard coming up post
Tsunami but that the marketing centre will help touch lives of even
the smallest of the fisherman.
Page | 47
support from Action for Food Production (AFPRO), a socio-technical
non-governmental organization working for the development of the
rural poor through effective natural resource management solutions.
The new dockyard has been constructed at a convenient location
further inland on the backwaters and away from the coast so that
boats can be safely anchored and can be protected from any natural
calamity like tsunamis or storms that frequent the region. The
dockyard is situated close to the main road that is used by fishermen
to transport their catch and also offers proximity to the main market.
At Coca-Cola India, we are committed to undertake a whole range of
initiatives aimed at improving the livelihood of people around us.
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DATA ANALYSIS FINIDINGS
DATA ANALYSIS FINDINGS
1) Which brand sales are more in the juice segment in your retail out let?
Graph:
In Percentage
70
60
50
40
In Percentage
30
20
10
0
Maaza Fruity Slice Appy
Statistics:
From the above table 63% of the retailers are selling Maaza brand, and 24%
of fruity and 5 % of slice and 12% of Appy are being sold in the 120 retails
outlets on the average
Inference:
From the above table we can see Maaza brand has highest brand loyalty and
sales. i.e., 63% of the retailers have no problem in selling Maaza brand.
Page | 49
2) Which size is mostly preferred in maaza?
Graph :
Respondents
80
70
60
50
40 Respondents
30
20
10
0
RGB Tetra Pet Bottles
Statistics:
In the above table 60% of the retailers Prefer RGB Size, 15 % of Tetra
Packing and 25 % of Pet bottles in Maaza brand are preferred by the
retailers
Inference:
From the above table we can see that RGB is the highest preferred brand by
most of the retailers
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3) Which Brand is mostly preferred in Tetra Pack?
Graph:
In Percentages
60
50
40
30 In Percentages
20
10
0
Maaza Fruity Appy
Statistics:
In the above table 50% of the retailers Prefer Maaza, 35 % prefer Fruity and
15 % perere Appy in Tetra Pack.
Inference:
From the above table we can see that most of the retailers preferred
Maaza.brand in Tetra packing
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4) Which Brand is mostly preferred in Pet Bottles?
Graph:
In Percentages
60
50
40
30 In Percentages
20
10
0
Maaza Fruity Slice Appy
Statistics:
In the above table 55% of the retailers Prefer Maaza, 30 % prefer Fruity and
5 % prefer Slice and 10% Appy in Pet Bottles.
Inference:
From the above table we can see that among Pet Bottles the most preferred
brand by retailers is Maaza.
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5) Which Brand is mostly preferred in RGB Size?
Graph:
In Percentages
90
80
70
60
50
In Percentages
40
30
20
10
0
Maaza Slice
Statistics:
In the above table 85% of the retailers Prefer Maaza, 15 % prefer Slice in
RGB Bottles.
Inference:
From the above table we can see that the maaza brand is most preferred by
the retailers in RGB bottles.
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6) Table showing the figures in years about the selling of Maaza?
Graph :
Percentage%
45%
40%
35%
30%
25%
Percentage%
20%
15%
10%
5%
0%
6 months 1 year 2 years More than
two year’s
Statistics:
In the above table 42% of the retailers are selling Maaza brand from more
than 2 years, and 24% from 2years and 19% from 1 year, and 15% from 6
months.
Inference:
From the above table we can see Maaza brand addiction and brand loyalty.
i.e., 42% of the retailers have long association in selling the maaza brand.
Page | 54
7) Table showing the distribution of Maaza?
ibutor visit to
retailer No. Percentage %
One time 5 5%
Two time 5 5%
Three times 23 23%
Four times 0 0%
Daily 67 67%
Graph :
Percentage %
0.8
0.7
0.6
0.5
0.4 Percentage %
0.3
0.2
0.1
0
One Two Three Four Daily
time time times times
Inference:
Above table shows that 67% of the retailers say that distributors come daily,
23% say that they come three times in a week and 5% say one time, two
times in a week respectively.
This shows that the distribution level of the Coca-Cola Company in twin
cities is good and 94%the retailers are satisfied by the distribution of Coca-
Cola.
Page | 55
8) Table showing that, which fruit drink supply is good in distribution.
Graph :
Percentage%
80%
70%
60%
50%
40% Percentage%
30%
20%
10%
0%
Maaza Frooti Slice Appy
Inference:
Above table shows that 70% of the retailers say that distributors come daily.
And they are satisfied in distribution of Maaza. 12% say that they are
satisfied with Frooti, and 3% say that slice is good in distribution. And 14%
retailers say that, Appy is good in distribution.
This shows that the distribution level of the Coca-Cola Company in twin
cities is good and 70%the retailers are satisfied by the distribution of Coca-
Cola.
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9) Table showing the distributors communication about schemes with
the retailers?
Yes 61 61%
No 39 39%
Graph :
70%
60%
50%
40%
Series1
30%
20%
10%
0%
Yes No
Inference:
Table shows that 61% of the distributors communicate the schemes of the
company and 39% doesn’t. This shows the Coca-Cola has bad
communication with retailers. About the schemes of Maaza tetra- pack.
Page | 57
10) Table showing that, why the retailer does not prefer Maaza.
Graph:
Percentage %
30.00%
25.00%
20.00%
15.00% Percentage %
10.00%
5.00%
0.00%
Advertisement
Taste is not
Packaging is
not good
good
Inference:
From the analysis the retailers who do not prefer maaza is due to high price
and low retailers margin. Necessary steps have to be take to guide the retails
that the price is not that high compared to the competitive products
Page | 58
11) Table showing that design and style of Maaza pack
Very
12 12%
attractive
Medium 76 76%
Unattractive 12 12%
Very un
0 0%
attractive
Graph:
80%
70%
60%
50%
40% Series1
30%
20%
10%
0%
Very attractive Medium Unattractive Very un
attractive
Inference:
The above table shows that 76% of the retailers are said that the design and
style of Maaza tetra-pack is medium. And 12% of the retailers said design is
very attractive. And 12% of retailers said that it is UN attractive. By
observing the above table we can know that, the style and design of Maaza
tetra-pack is not satisfied by the retailers.
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12) Table showing retailers view to increase the sales of Maaza tetra-
pack.
Distribution services 6 4%
Trade schemes / Promotional
76 70%
offers
More advertisement hoardings. 6 4%
Telecast of ads in TV media 8 5%
Change in flavor 8 5%
Other’s (packing, display
16 12%
boards, etc.,)
Graph:
80%
70%
60%
50%
40% Series1
30%
20%
10%
0%
advertisement
Change in
Distribution
services
hoardings.
flavor
More
Statistics:
From the above table we can see that 70% is for the promotional offers, the
next big thing is for the Display boards & packing with 12%, then goes to
more advertisement in TV media. With 5%. And 5% is for change in flavor.
And advertisement hoarding with 4%.
Inference:
From the above table we can say that, to increase the sales of the Maaza
tetra-pack, They should go with the promotional offers to the retailers, and
by giving display boards, and by telecasting of ads on TV is the next best
option and we can even go for the advertisement hoarding no the road side
is the economical option.
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SURVEY QUESTIONNAIRE
a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )
Page | 61
8) Which fruit drink supply is good in distribution?
a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )
e)
9) Is there any distributor’s communication with the retailers?
a) Yes ( )
b) No ( )
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SUGGESTIONS
SUGGESTIONS
products.
push strategy.
Page | 63
CONSLUSION
CONCLUSION
The study concludes that the Hindustan Coca Cola Beverages Pvt. Ltd has
to strengthen its product line by introducing new flavors and new sizes. It
also has to increase the stock holding and availability of cock brands
through motivating channel members by offering attractive schemes and
incentives.
Page | 64
FINDINGS
FINDINGS
By doing this study we come to the conclusion that most of the
retailers sell both maaza tetra pack and maaza bottles.
According to the study most of the retailers are loyal to the
brands of coca-cola.
A few retailers are not satisfied with the distribution of coca-cola.
Some of the retailers are not satisfied with the packaging of the
some coca-cola brands.
According to the study maaza holds good brand image, brand
awareness and average market share in fruit drink category from
the study we can conclude that retailers are showing interest to
stock and sell maaza but the company has to improve its
margin, distribution, promotional strategies, brand building,
brand awareness and brand image for some of the products to
improve the its market share.
By this study we can say that maaza holds around 30% of the
market share in fruit drink segment.
Coca-cola should consider and formulate some strategies in
order to reduce the market share of other domestic and
international water and soda brands.
Coca-cola should concentrate on distribution of the brand.
According to the study the retailers want promotional offers to
promote and increase the market share of maaza tetra pack.
Page | 65
BIBLIOGRAPHY
BIBLIOGRAPHY
www.coca-colaindia.com
www.google.com
www.coca-cola.com
Page | 66