Mohit Dixit Training Report
Mohit Dixit Training Report
Mohit Dixit Training Report
On
(Session 2018-2020)
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CONTENT
1) INDUSTRY PROFILE
2) COMPANY PROFILE
I) INTRODUCTION OF THE COMPANY
3) STUDY MATERIAL
I) INTRODUCTION OF THE STUDY
4) RESEARCH METHODOLOGY
BIBLIOGRAPHY
ANNEXURE
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TO WHOM SO EVER IT MAY CONCERN
DATE :-
Certify that the Project Report titled " Marketing Strategies &
promotional activities of Coca- Cola " with special reference to “ CO
brindavan agro pvt.ltd. agra has been prepared by MOHIT DIXIT, Roll No.
1851170026, (2018-2020)under my direct supervision and guidance.
The efforts for the completion of this Project Report for Partial
fulfillment of the Degree of Business Administration is praise worthy.
HR-MANAGER
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ACKNOWLEDGEMENT
I would also like to thank my friends and well wisher for support and
encouragement.
Last but not least I would like to thank the distributor and retailers in
Mathura of Cola- Cola for their co- operation
MOHIT DIXIT
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PREFACE
Keeping in view the need of submitting project report for the "M.B.A
course this project report has been prepared. The topic of this project
report is “Marketing Strategies & Promotional Activities of
Coca- Cola ". This "Project Report" is the collection of facts of my
eight weeks training in agrawal suppliers Mathura . Today is the era
of cut throat competition, especially in soft drink market there is
server competition. And the importance promotion as a management
tools and increased nowadays. Sales Promotion of a firm contribute
up to a great extent in its success in today's era. The main concern of
my study is to have knowledge and an idea about Sales promotion of
Coca- Cola India Inc. and suggest measure for improving promotional
activities. The whole report is divided in several chapters to deal with
topic in a proper way. The training gave me a chance to have
practical experience and also the real theoretical knowledge which I
am getting in 'M.B.A'.
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Chapter-1
Industry Profile
Soft drink market demand is very strong in all over the world. Now
there are two major company of Soft drinks Coca-Cola & PepsiCo
territories and generate sales at the retail level of about $92 billion.
The group has built an expansive beverage, snack food and exports
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bottling
On May 8, 1886 was particular day when the worlds largest favourite
soft drink was made by the pharmacist. Dr. John Styth Pernaberton.
That same day that new product made its debut as a soda fountain
carbonated water was mixed with the syrup to create that would
become the world's favourite soft drink. Dr. Pemsaron's partner and
has two Cs would look will in advertising and they penned the
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purchased the out standing shares of Coca- Cola, because he knew
the potential
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of the Coca- Cola and in 1891 he invested $2300 and acquired
complete control.
calendars, fountain and clock, sales increased ten fold. He had first
outside Atlanta in Dallas Texas and the following year another plants
After opening the first bottling plant same year John T. Lopton,
entered into the business of Coca- Cola, and he did contrast with
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owned and operated. And now today the bottling system has
become
In 1919 the owner of the company again changed, candler sold the
publicity for $40 per share. Rober Woodruff was a very enthuiasic
person, he wanted to give the company a new way and to take the
1983.
In 1991, The company and the Nestile S.A. formed joint venture
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Formation of Coca-Cola beverages stated in a very simple way, but
exciting
future. Despite having many ups and down in its way it went on
ahead and today it is a house hold name and a favourite among its
customers.
Chapter-II
COMPANY PROFILE
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Introduction of the company
tea coffee, bear, wine or water perhaps Cola is life style. Cola is a
development of economy.
Coca- Cola (An USA base Company) was the first soft drink company
turnover or Rs.12.98 Lakhs the very next year with a gross profit of
Rs. 3.97 Lakh and it expanded into a giant 100 crores. Complex of 22
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outlets. The phenomenal capacity of Coca-Cola's 22 bottling plants
But in 1977, during the reign of Janta Party. The Indian Govt.
After the exit of Coca-Cola from India, the first national Cola drink
was Double Seven, In the mean time, pure drinks, Delhi, Switched
The beginning of 1980 saw the birth of another Cola drink, Thums-
Cola" by the mid eighties, there was Thrill by Mc. Dowells and by the
In 1978, parle led the Indian soft drink market (share 33%) with its
1987.44% and in 1990. It had reached 70%. This has been due to
another giant American MNC, PCL (Pepsi Food Limited) came in the
market.
Thus, in the decade of 90's Pepsi and parle were the only two main
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competition between them.
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In 1993, the Coca- Cola re-entered the Indian soft drink market and
Maaza and Gold Spot. Thus Coca-Cola and Pepsi are the only giant
MNC in the soft drinks market which are indulge in Cola war to gain
ORGANISATIONAL STRUCTURE
Asst Executi
HR ve
Adm
Sales Marke Shipping Chemi Pro
Mana ti ng and c al du
g er Room ctio
Manag
ware
n
er
housing
Sup
er
visi
on
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ASM
ASM W
or
k
e
r
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Sal M
es a
Exe r
cut k
ive e
ti
n
g
E
x
e
c
u
ti
v
e
Mathura
Area General
Manager
Asst.
Manag HR Adm Shoppi Che Pro
er ng and mica duc
ware l tion
housing Roo Sup
m ervi
sion
Ass Execu
t tive
ASM ASM ASM ASM ASM
Sugar
Essence
Water
The raw water is taken out from grounded pumps. Water quality is
being strictly adhered through regular sampling and analysis
Co2 Gas
Crown Cork
It is used for closing the bottle mouth to make it completely are tight
ABOUT THE PRODUCTION PROCESS
Water in the brindavan agro pvt. ltd. agra. Mathura is coming from its
tank and become turbid. All impurities get settled at the base and
remove the turbidity then it is sent to the carbon tank where all the
much as 50 ppm.
BOTTLE WASHING PLANT
auto process which takes place within a machine the machine has
inside the machine and get successive treatment. Bottle are treated
minutes. Bottles are then sent through the inspection centre where
Here syrup is prepared from filtered water sugar and the essence.
The room is well equipped with several tanks and filters. The fire
amount of syrup along with essence and water are being heated
Carbonated syrup by this time fills the filler machine. From this
closing the bottle mouth with the help of caps completely air tight.
should be around 2.5 0C to 30C whereas for Coca- Cola & Fanta the
table where they are collected and shipped for the market.
SEGMENATION OF SOFT DIRNK MARKET
Non
Alcoholic
Soft Drinks
Carbonat Non
ed Soft Carbon
Drinks ated
Soft
Drink
Maaza,
S
l
i
c
e
,
F
r
o
o
t
i
,
J
u
m
p
i
n
Cola Products Non
Thums up Cola
Coke Pepsi Products
Pepsi Aha Orange
Diet Coke (Fanta,
Mirinda
Lime)
Clear
(Sprite, 7Up,
Canada Dry,
Mountain
Dew)
Chapter-III
decade that just passed away, i.e. nineties was of M.B.A. And still the
scope of M.B.A, is very good. The main reason for this change is the
country.
among the first five major nations of 21 st century. India is one of the
present
era is of information management. And the company which
Every research and study has some purpose to goal for which it is
activities or not.
competitive.
The whole work is based on areas falling under Mathura. The surveyed
areas are just small divisions of the large market due to lack of time,
financial & transport problem. So my research cannot be generalised on
state or national levels. I have contacted only 100 retailers, 10
Distributor and 200 consumers for assessing the effectiveness of the
promotional activities of Coca- Cola. The people who have been
contacted from a very small part of whole soft drink market.
Chapter – IV
RESEARCH METHODOLOGY
RESEARCH PROBLEM
rival 'Pepsi' are the objectives of my study. In other words, these are
RESEARCH DESIGN
activities of Coca-Cola.
ANALYSIS OF DATA
CONTACTED
100 retailers and ten distributors of Udyog vihar & DLF territory have
retailers, Distributors & Consumers. The data was collected, has been
CONTACTED
Survey of Distributors
Excellent 2
Good 5
So- So 2
Not Satisfied 1
Ques 2. Do you think that more Sales promotional Schemes are
needed for distributors of retailers.
Yes 7
No 3
Excellent 3
Good 5
So- So 1
Not Satisfied 1
Ques 4. Do you think that more POPs. Advertising materials and
refiregerators needed in Mathura territory from Coca- Cola
Yes 7
No 3
Coke 49
Pepsi 6
Both 45
Ques 2. Since how long you are selling this product. This question was
structured to find out the exact period being sold by the retailers
1-2 21
2-5 22
Ques 3. What promoted you to stock this product? This question was
asked basically to know. Why do you stock this product?
Reason No. of Carats
Customer 55
Commission 36
Advertisement 1
Sales Promotion 8
Ques 4. What is you daily sale? The question was asked to know,
what exact was the volume of daily sales?
0-1 43
1-5 54
5-10 3
Ques 5. What product to do you sell more? This question was framed
to know which product is highly demanded in the market.
Thums- Up 75
Pepsi 13
Coca- Cola 4
Sprit 3
Others 5
Ques 6. Which age group customers came to you? This question was
asked to evaluate age factor i.e. what is the percentage of customer
age group who mostly come to the retailers.
Ques 7. Would you like to remain with your product? This question
was asked to know, whether the retailers want to remain with their
product or not?
(a) Yes (b) No
Reply No. of Retailers
Yes 65
No 7
Not sure 28
Survey of The Consumers
Coke 82
Pepsi 18
Both 100
Advertisements 90
Brand name 30
30
Schemes (like free gifts)
Chapter-VI
DATA ANALYSIS AND INTERPRETATION
separately for the retailers, Distributors & Consumers. The data was
representations.
CONTACTED
representations
Survey of Distributors
schemes of sales promotion or not. The data was collected, has been
Excellent 2
Good 5
So- So 2
Not Satisfied 1
Distributors views about sales promotion
no. of Distributors
schemes
6
5
4
3 No. of Distributor
2
1
0
Distributors reply
Above Design clearly shows that 5 of the Distributors think that the
Sales promotional Schemes offered to him by the company is Good, 2
Excellent, other 2 So- So and 1 not satisfied.
2. Do you think that more Sales promotional Schemes are needed for
distributors of retailers.
Yes 7
No 3
8
7
6
no. of Distributors
5
4 No. of Distributor
3
2
1
0
Yes No
Distributors reply
From the above diagram, it reveals that 7 Distributors think that more
Sales promotional Schemes are needed for distributors of retailers and
3 Distributors think that more Sales promotional Schemes are not
needed for distributors of retailers.
3. What do you think about personal - selling assistance gives to you
by company.
Good 5
So- So 1
Not Satisfied 1
5
No. of Distributors
3 No. of Distributor
0
Excellent Good So- So Not
Satisfied
Distributors reply
Yes 7
No 3
8
7
6
no. of Distributors
5
4 No. of Distributor
3
2
1
0
Yes No
Distributors reply
From the above diagram, it reveals that 7 Distributors think that more
POPs. Advertising materials and refiregerators needed in MATHURA
territory from Coca- Cola and 3 Distributors think that more POPs.
Advertising materials and refiregerators not needed in MATHURA
territory from Coca- Cola.
Survey of The Retailers
Coke 49
Pepsi 6
Both 45
60
50
40
30
20
10
0
Coke Pepsi Both
1-2 21
2-5 22
y
e
a
r
s
Customer 55
Commission 36
Advertisement 1
Sales Promotion 8
S
Advertisem al
en t e
1% s
P
r
o
m
o
ti
o
n
8
%
Cu
Commis s
sio t
n o
36% m
e
r
5
5
%
0-1 43
1-5 54
5-10 3
5
-
-
1 0-1
0 43%
3
%
1--5
54%
Thums- Up 75
Pepsi 13
Coca- Cola 4
Sprit 3
Others 5
80
70
60
50
40
30
20
10
0
Thums- Up Pepsi Coca- Cola Sprite Others
70
60
50
40
30
20
10
0
15-25 25-35 35-45 25-45 15-45 Below 15
to above
45
Yes 65
No 7
Not sure 28
Not
sure
28%
No
7% Yes
65%
Coke 80
Pepsi 30
Both 90
Coke , 80,
Both, 90,
40%
45%
Pepsi, 30,
15%
Coke Pepsi
Both
From the diagram it may be clearly seen that 80 Consumers like to
drink Coke, 90 Consumers like to drink Pepsi & 30 Consumers like to
drink both Coke and Pepsi
Advertisements 90
Brand name 30
30
Schemes (like free gifts)
No. of Consumers
Schemes (like
free gifts) , 30,
15%
Advertisements
, 90, 45%
Test & Quility ,
50, 25%
Brand name ,
30, 15%
T.V.
News
Advertiseme
paper &
nt, 120,
Magzine, 60%
30, 15%
strategies & promotional activities of Coca- Cola India inc. For test the
the target & they do this for taking profit of sales promotionals
schemes
Conclusion:-
Suggestions:-
(III) Magazines
Annexure
Questionnaire
Ques 2. Since how long you are selling this product. This question was
structured to find out the exact period being sold by the retailers
Ques 3. What promoted you to stock this product? This question was
asked basically to know. Why do you stock this product?
Ques 4. What is you daily sale? The question was asked to know,
what exact was the volume of daily sales?
Ques 5. What product to do you sell more? This question was
framed to know which product is highly demanded in the market.
Ques 6. Which age group customers came to you? This question was
asked to evaluate age factor i.e. what is the percentage of customer
age group who mostly come to the retailers
Ques 7. Would you like to remain with your product? This question
was asked to know, whether the retailers want to remain with their
product or not?