Coke SURVEY STUDY

CONTENTS
CHAPTER-1 ……………………………………………2- 07
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

Objective of study
Scope of study

 Executive Summery

CHAPTER- 2……………………………………………8- 42




Introduction
Industry Scenario & Company Profile
Product Profile

CHAPTER-3…………………………………………...43- 78




Research methodology & Sample design
Factor analysis
Data Analysis

CHAPTER- 4…………………………………………..72- 82


Findings

 Suggestions & Recommendations

CHAPTER- 5…………………………………………..83 -84


Limitation of the study

CHAPTER- 6…………………………………………..85- 92




Conclusion
Annexure
Bibliography

[1]

CHAPTER-1

OBJECTIVE OF
THE STUDY

[2]

OBJECTIVES OF THE STUDY

The survey was conducted at Mula Ali region in Hyderabad keeping following objectives in
view:

 The survey was done to know the current status of activation element of coca cola in
the outlets.

 To know the effect of the activation elements of coca cola in market.

 To increase incidence through effective utilization of activation elements of coca
cola in the outlets.

 To ensure the visibility of coca cola products in the outlets.

 To find out the present status of Coca-Cola brands in the retail outlets.

[3]

SCOPE OF THE STUDY
This study has been done at Maula-Ali region in Hyderabad only. During the study I
went through different aspects. The study would be only a drop in the ocean that
can help to understand the current status of activation elements of Coca-Cola in
retail outlet.
The study can be conduct on the national basis also with large sample size &
sufficient time by taking feedback of many retailers which sell Coke products.
There are some important aspects of this study which are as follow—

 This study will help to the company to know about their new concepts position in the
market.
 This study will help the company also to know about its promotional activities.
 Through this study company will know about the visibility of its products in the
market
 During my project I came to know about coke market share in twin cities.
 This study will help the company to increase the sales through effective utilization of
activation elements.
 During my project I came to know about Pepsi-Co Marketing strategy that is the
biggest competitor of Coca-Cola.

[5]

EXECUTIVE SUMMARY
Selling the product is not as important as awareness about the product. Awareness creates the
demand itself. To spread the awareness of the products companies carry out some
promotional activities through Television, Radio, News paper, Magazines, Exhibition,
Posters etc. This plays a key role to spread the awareness about the product to the public or
target customer. In soft drink industry promotion participate a very crucial part. Every soft
drink company bring into play promotional activity to promote their product in the market. In
soft drink industry Coca- Cola enjoys the biggest soft drink company in the world.
This era is the era of competition. All the companies are competing with each other. They are
using different promotional tools and technique to be the market leader. In beverage industry
there are two major players Coca-Cola and PepsiCo. Where Coca-Cola have no.1 position in
the world as well as in India. Company wants to grasp more market share, for that purpose
company have launched new sales promotion concept recently in the market. According to
this concept company provides some tools like Flange, table top, Ariel mobile hanger, three
tier racks etc. to the retail outlet to display the product in outlets. And retailers have to
maintain these red elements with coke products in outlets. This helps in increasing the sale of
the products.
Market provides a key to gain actual success only to those companies which match best to the
current environment i.e. “imperative” which can be delivered what are the people needs and
they are ready to buy at the right time without any delay. It is perfectly true but this also
depends on the availability of good quality products and excellent services, which further
attract and add a golden opportunity for huge sales. This also depends on the good planning
approach and provide ample opportunity plus sufficient amount of products for sales in the
coming next financial year.
This report introduces a brief study of promotion tools &technique of Coca-Cola for retailers.
The study report will provide an opportunity to know retailers psychographic needs, it may
provide an opportunity to the Coca-Cola to frame a good future plan to satisfy maximum
needs, taste preferences of the retailers and established its guiding role in the market of
Maula-Ali region Hyderabad.
An Analysis report provides detailed information about prevailing status of promotional tools
of company in the outlets. And which channels need to focus more so that company can meet
with its desired destination. Thus the company has to prepare itself to meet the market
challenge by making adjustment in its new strategy and promotions activities.

[7]

CHAPTER-2

INTRODUCTION
TO THE TOPIC

[8]

INTRODUCTION

This project is made on the project title “Increasing Incidence Through Effective
Utilization Of Activation Element Of Coca-Cola” The purpose of this project is to know
the current status of activation element of coca cola in the outlets as well as to provide the
elements to those outlets which they don’t have. These are the promotional tools of coca
cola which are being used to promote sales of coca cola products. By providing these
promotional tools the company wants to display coke product in the outlet and make aware
about its new as well as existing product to the population. These promotional tools are very
helpful to increase the sale. In this modern era promotion plays a key role to boost the sale.
Therefore every soft drink company is taking interest in promotional activities to increase the
sale. Consumption of soft drinks has increased tremendously in India. Every age of group like
it, now days it become a household necessary item. In field of marketing many kind of
surveys are conducted by Coca-Cola team time to time. This is end & last feedback for any
kind of organization. By the specific survey, Coca-Cola organization wants to know about the
right picture of market. This work study provides extensive information about the position of
company’s brand and its promotional tools in the outlet.

[9]

INDUSTRY SCENARIO
AND
COMPANY PROFILE

[10]

SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION
The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumer’s
throughout the country, and of all ages. The industry has been comprised of all Indian SoftDrinks manufactures and the multinational Coca-Cola up to 1976.
From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle,
Campa-Cola and Dukes. Decades of 90’s have brought changes in Government Policies of
liberalization, which has helped user in two huge American Multinational Pepsi-Cola
international and Coca-Cola.

THE CHRONOLOGY OF SOFT DRINK SCENARIO IN INDIA
1977:- Refusing to dilute its equity stake, Coca-Cola winds up its operations in the country.
 Thums-Up from Parle and Campa-Cola from Pure Drinks launched.
1986:- An application for a soft drink cum snack food joint venture by Pepsi. Voltas and
Punjab agro is submitted to the Indian Government.
1988:- Final approval for the Pepsi food limited project granted by the Cabinet committee on
economic affairs of the Rajeev Gandhi Government.
 Coca-Cola South Asia Holding Incorporation of the U.S. files an application to
manufacture soft drinks concentrate in Noida (Delhi) free trade zone.

1990:- Coca-Cola and 7 Up launched in limited market in North India. The Government
clears the Pepsi Project again but with the brand name changed to Lehar Pepsi.
Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle
Stable.

[11]

1991:- Britco food files an application before FIPB to set up a new 50 crore facility in
Maharashtra. Pepsi extends its soft drink reach on national scale. Products launched in Delhi
and Bombay.

 Britco foods application cleared by the FIPB, and Pepsi start initial negotiations for a
strategic alliance but talks break off after a while.

1993:- Pepsi launches Teem and Slice to counter Limca and Maaza respectively from
Parle. Pepsi captures about 30% market share in about two years.
 Coke files an application for a 100% owned soft drinks Company with FIPB, Decides
to part ways with Rajan Pillai. The Government clears the Coke application in record
time.
 Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the
Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength.
 Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teem flavors. Sweeps off
the 100ml segment over Pure Drinks.
 Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan,
becomes a part of the Coke game plan.
 Fountain Pepsi launched in the Northern part of India.
 Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for CocaCola.
 Pepsi jump up in to Mineral Water name Aquafina.

2000:- Coca-Cola Indian has registered a growth of 18th percent in its net sale during the
first quarter of the current fiscal year.
 Hrithik the burning sensation of Bollywood is hired to advertise Coke is very
effective.

2001:- Coca-Cola upgraded from 1.5 ltr. to 2 ltr.

[12]

HISTORY OF COCA-COLA
This history begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr.
John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was
made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves,
was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same
day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the first two
ingredients and the same distinctive script he wrote it in is the same logo they use to this day.
 In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in
1915 the Root glass company created the famous contour glass bottle for Coca-Cola
in 1915.
 In 1917 Coca-Cola was found to be the world’s most recognized trademark with a
record of 3 million Coke’s sold per day. Unfortunately, John Pemberton fell ill, and
did not live to see his product’s success.
 Sadly, in the first year of Coke’s existence, Pemberton and his partner only made
$50. Pemberton sold two third of his business in 1888 to cover his losses and keep
the business afloat.
 He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest
in Coca-Cola for an unbelievable $2,300 in 1891. In 1891, Candler and his brother
formed the Coca-Cola Company.

EARLY GROWTH
 In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to
growing concern over the dangers of cocaine by reducing the amount of coca in the
drink to a trace. However, he kept some coca extract in Coca-Cola so the name would
accurately describe the drink. Candler only had a patent on the name, and not the
drink syrup that is, the drink’s base, containing all the ingredients minus carbonated
water.

[13]

 He figured that keeping the Coca in his formula would legally allow the company to
distinguish its drink from imitations. Other companies also produced soda drink made
with cola nut extract. In particular, the Pepsi-Cola Company would become CocaCola Company’s major competitor over the next few decades.
 Candler also spent more than $11,000 on his first massive advertising campaign in
1892. The Coca-Cola logo appeared across the country painted as a mural on walls;
displayed on posters and soda such as calendars and drinking glasses. In addition,
Candler was the first person ever to use coupons to gain customers for a product. He
distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting
his drugstore.
 In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside
of Atlanta, in Dallas, Texas. That same year a candy storeowner in Vicksburg,
Mississippi, installed bottling machines and produced the first bottled Coke. It had
previously been sold only at soda fountains. By 1895 the drink was sold in all U.S.
states and territories.
 In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,
Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout
most of the country for only on dollars, at the time, Candler saw little profit in
bottling and was more than willing to give up that part of the business.
 In 1915 the Root Glass Company created a couture glass bottle for Coke, its design
based on the curvature of a coca bean. This bottle design became a Coke trademark
worldwide. The same year, Candler retired from the company, passing it on to his
children and moving into polities. He was elected mayor of Atlanta in 1916.
 In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of
Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company
president in 1923. Robert Woodruff was a skilled marketer, and he put more of the
company’s resources into market research than manufacturing Coke.

WAR TIME DEVELOPMENT
 During World War II (1939-1945), Woodruff also boosted Coke’s popular image in
the United States by pledging that his company would provide Coke to every U.S.
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soldier. The company did not limit itself, however, to only doing business that would
increase its success in America. In the period leading up to the war, between 1930
and 1936, it had set up a division of the company in Germany, and it continued that

venture during the war. It recreated its image as a German company and allowed the
Germans to produce all but two, secret, Coca-Cola ingredients in their own factories.
 In 1941 the German company’s president, Max Keith, developed Fanta orange soda
using orange flavoring and all the German-made Coke ingredients. The Coca-Cola
Company’s wartime efforts helped it expend its global market, often with the
economic support of the U.S. government.
 By the end of the war in 1945, it had established 64 overseas bottling plants. The
same year the company registered a patent on Coca-Cola’s popular nickname,
COKE.

POSTWAR GROWTH
 In 1955 Robert Woodruff retired as the Coca-Cola Company’s president. Candler and
Woodruff are remembered as the two most important figures in the company’s early
growth, both for their contributions to the company and their considerable fortunes
donated to the city of Atlanta. After Woodruff departure, the company began to
diversify by producing new products, acquiring new business, and entering new
international markets.
 In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit
juices and began offering Coke in cans. Between 1960 and 1963 it also launched four
new soft drink in United States: Fanta, an orange soda; Sprite, a lemon-lime soda;
Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan
foods crop. In 1967, it created the Coca-Cola foods division by merging its Duncan
and Minute Maid operations.
 In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When
the company built a bottling plant in Israel at the outset of the Arab-Israel War, the
governments of all Arab League nations banned the production and sale of Coke. A
year later the company withdrew from its markets in India when that country’s

[15]

government requested that Coca-Cola reduces its equity in joint ventures to 40
percent. The company refused to relinquish so much control over those operations.
 In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic
bottles. The popularity of these large bottles grew over time, and their sales earned
the company new project, primarily in small specialty and convenience stores.
 In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet
soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture
company, Columbia Picture Industries, also known as Tri-star Pictures, for almost
$700 million. Two year later, the company sold off its Columbia holdings and other
media acquisitions to Sony Corporation for over $1.5 billion.
 By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S. market to
the point that the two had almost equal sales. In an attempt to return market
dominance, the company attempted the first-ever reason of the original Coke recipe.
The American public largely rejected New Coke, and so the company quickly
returned to also producing the old recipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS


In 1986 The COCA-Cola Company consolidated all of its no franchised
U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began
acquiring independent bottling companies, a venture that grew into the world’s
largest bottle of soft drinks by 1988, while Coca-Cola Enterprise distributes over half
of all Coca-Cola products in the United States, small franchises businesses continue
to bottle can and distribute the company’s drink worldwide.



In 1987 The Coca-Cola Company was fisted in the prestigious Dow
Jones Industrial Average index of stock market performance. Its stock is traded on
the New York Stock Exchange. Coca –Cola and Pepsi Company products occupied
nine of the top ten spots in the U.S. soft drink market in themed-1990s.Worldwide,
Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent
of its profits from international sales.

[16]

OVERVIEW ABOUT
COCA-COLA

[17]

SYNOPSIS OF COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants
at Bombay, Calcutta, Kanpur and Delhi.
In 1950 as there were negligible companies in Indian market therefore Coca-Cola did
not face much competition and they were accepted in Indian market more easily.
By the end of 1977 Coca-Cola had captured more than 45% of market share in India.
Then Coca-Cola left India following public disputes over share holding structure and import
permit.
As per FERA REGULATION the company was required to India close operation by
May 5, 1978 yet strongly enough the company’s operation come to end in July 1977.
In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan
“Old waves have come to India again” First launched in HATHRAS near AGRA HOME of
the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had
more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and
strategic alliance with Parle export give the company instant ownership of the nation top soft
drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parle extensive 62
plant bottling network and a base for the rapid introduction of the company’s international
brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as
“To become an all occasion drink not a special treat beverage”
Every person who drinks a coca-cola enjoys moment of refreshment and shares an
experience that millions of others have savored. All of those individual experience combined
have created a worldwide phenomenon – a truly global brand.
The Coca-Cola Company, nourishing the global community with the world largest
selling soft drinks since 1886, returned to India in 1993 after a gap of 16 years giving a new
Thums up to Indian soft drink market.

[18]

In the same year, the company took our ownership of the nation’s top soft drink market
brands & bottling market. No wonder our brands assumed an iconic status in mind of
consumers. Coca-Cola serves in India some recalled brands across the world including name
such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinley (packaged
drinking water).
The Biz.system of coca-cola in India directly employs approximately 6,000 people, &
indirectly creates employment for many more related industries throw our wash procurement,
supply and distribution system.
The vast Indian operations comprise 25 company’s owned bottling operations & 24
franchise owned bottling operations, apart a network of contract packers also mfg. a range of
the product for company. On the distribution front, 10 tone trucks, open-bay three wheelers
that can navigate the narrow alleyways of Indian cities, ensure that our product available in
each corner of the country.
The coca cola is responsible for the mfg. distribution & sales of product across the
country. A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste
the life with enjoyment.

[19]

MARKETING STRATEGY
OF COCA-COLA

[20]

COCA-COLA MARKETING STRATEGY

Coca-Cola is using the following marketing strategy to reach its target customer and to grasp
more market share in India.
 Focus on availability of products in market.
 Coke products visible for consumers.
 More focus in rural area.
 Extra focus on monopoly outlets.
 Aggressive rural area advertisement.
 Social festival in rural areas.
 More focus on villages.
 Focus on availability of products in outlets
 Distribution of product according locality.
 Regular market vigilance by market developer.

Focus on availability of products in market.
Coca-Cola works on dikhega to bikega philosophy. This is the main formula of the marketing
strategy of each company. So availability of product in the market is clear. For this reason
market developer daily come in market to check their product availability.

Focus on availability of products in outlets.
There is big difference between the availability of products in market & outlets. Coca-Cola
want that their product displayed in each outlet in market so it is important that the product
first available in market after than it put on outlets.

[21]

Focus on visibility of coke product in outlet
The aim of Coca-Cola is that its product should be visible for the customers so company
gives to retailers racks so many display items. Now a days the company is giving visicooler
to retailers for visible their chilled product in market for more sales.

More focus in rural area.
The rural market is a significant part of our sales promotional discount scheme which is
enabling retailer’s link with our product.
In 2000 the Coca-Cola India spokes women Nantoo Banerjee said that “The real market in
India is the rural market. If u can crack it, there is tremendous potential.” CCI begin focus on
rural areas after 2000 in order to increase volumes. This decision is giving a huge size &
potential market to company. It is clear that CCI would have shifted its focus to rural market.
“THANDA” Goes to rural
In early 2002 CCI launched a new advertising campaign for attract more rural consumers.
The aids with India leading Hollywood star Amir Khan with movie of lagan. The tag line of
aid is (Thanda Matlab Coca-Cola)

Regular market vigilance by market developer
To know the position of Coke’s product in the market coca-cola appoint some executive
those go in market & check availability, visibility of product, take care companies assets,
check visicooler and talk to shopkeeper & take feedback about their product.

Distribution of product according locality
.Coca-cola Company distributes their schemes according to area. Area or place where soft
drinks sold in a large manner, on those place company gives good schemes to shopkeeper and
retailer. Place like railway station bus stand are consider in this category and place which
have low selling where company gives small schemes to the shopkeeper.

[22]

Extra focus on monopoly outlets
Outlets which only sales coca-cola product and gives good sale to company are consider in
this category company gives extra schemes, discount and other gift to these shops and tries
to keep them happy and make long relationship. Problem of these kinds of outlets resolve as
soon as possible.

Aggressive advertisement
Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces
different schemes and advertises them with electronic and print media. These advertisements
build Brand image and establish awareness. Brand ambassador play an important role. Brand
ambassador encourage the today youth to trust their instincts, influence them. Successful
advertisement campaigns like “Taaza mango, maaza mango” and “Botal mein aam, maaza
hai naam”. Help lot to make market image of maaza. Coca-cola advertising came again Jo
Chaho Ho Jaye & Life Ho Toh Aisi were very popular & had entered in youth vocabulary. In
2002 company launched the campaign “Thanda Matlab Coca-Cola” which is sky rocket the
brand to make. Coca-Cola lunched so many advertising for rural market capture Amir Khan’s
aid “Oye soniyo Thanda piyo”

Social festivals in rural areas.
Coca-Cola Company time to time introduced rural social festival. In 2007 company launched
JALASA programmed in so many rural areas like RINGUS, RENWAL, CHOMU,
PHULERA, for take attention of the consumers.

Focus on villages
Now coca-cola considers more on villages after semi urban areas. Company is making now a
days strategies for villages because they know India leave in Villages.

[23]

DISTRUBTION SYSTEM OF PRODUCTS IN MARKET
Distribution of products is main point of the marketing strategy of the companies. How the
product distribute in market as much as possible. Coca-Cola India distributes its product in
market from its warehouse in two types.
1. Direct route.

2. Indirect route.
DIRECT ROUTE
Where company supply its products in market by company route or its agent route by
company owned delivery vans. In Hyderabad City Company have direct route.

INDIRECT ROUTE
Indirect routes are those in which Coca-Cola products are supplied to its distributers
appointed in different areas. Then distributers distribute products in market by their own
tempo or vehicle. Total number of indirect routs in Hyderabad rural region is more then 100.

PROMOTION BY THE COMPANY
All advertisement expenditure is incurred by coca-cola India, but only D.P. Board, wall
painting, S.G.A.’s etc. Company

spends on it around 8-9 % total sales company invested

305 crore rupees in advertisement Budget.
 Radio.
 T.V.
 Hoardings.
 Road signs.
 Sticker.
 Neon light.

[24]

 Banners.
 Newspaper.
 Magazines.
 Exhibition.
 Posters.

 Sponsoring local events.

ADVERTISEMENTS TARGETED BY COKE
To target various consumer segment of soft drink different add featuring cricket star, cine
star, pop star have been created.
1. Lisa Ray (famous model) in a very interesting add which featuring him bathing with sprite.
Having a catching line “Sprite bujhaye only pyass baki all bakwaas”.
2. Another cola drink from coke i.e. “Thums Up”.
3. Fanta ad. Showing children having lines “Bold Ho Jao”
4. A family giving new look to Maaza “Taaza Mango”.
5. Amir Khan in the ads on Mini Coke very interesting and Romantic add.
6. Diet Coke the exiting adds. On the pool with fall swing calling “Taste the Power of One
Calorie”.
7. Amir Khan & Aishwarya Rai (both cine stars), which targeted younger generation. This
advertisement contained imagery of rugged and romantic for 330 ml of coke theme “CocaCola Ho Jay”.
8.

Limca leaving its old image of “Lime-n-Lemoni” drink has been shown as in the

advertisement featuring Shaif Ali Khan, a drink that could just change the mood at time of
disappointment lines. “Gala Gaya Sookh Limca Key Liye Ruk”.

[25]

SALES PROMOTION TECHNIQUES OF COMPANY
 Good Advertising.
 Effective Incentive Policy.
 Quality.
 Wide & Deep Distribution System.
 Attractive packaging.
 Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, and Chairs etc.) to
retailers.
 Decorating Retailers shop by display board, dealer’s board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
 With every 1-2 crates purchased daily or alternatively an icebox is provided.
 For an average consumption of 5-6 crates a visi-cooler of 4crates.
 For a purchase of 7-8 crates daily visicooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visi cooler or deep fridge is provided. With every
chilling equipment, one stabilizer is provided it may be of 1 KV or 5 KV

[26]

SWOT ANALYSIS
OF
COCA COLA

[27]

SWOT ANALYSIS

STRENGTHS
1. Heavy investment in both infrastructure and sales promotion campaigns.
2. Most valued brand in world
3. Improved quality control.
4. Latest technology.
5. Modified and attractive packaging
6. Strong advertising network.

WEAKNESS
1. Entire infrastructure needs a face-lift.
2. Unskilled labor.
3. Tight case policy.
4. Fear of retrenchment among the workers.

OPPORTUNITIES
1. Wide market.
2. Good rural market.
3. Direct distribution.

THREATS
1. Stiff competition.
2. Illegal distribution done by some distributors.
3. Changing of consumer preference.
[28]

MISSION, VISION &VALUES
OF
INDIA

[29]

MISSION OF COCA-COLA
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.”
Mission of coca-cola in India is to create consumer products, services and communications
customer’s service and bottling system strategy processes and tools in order to create
competitive advantage and deliver superior value to:

 Suppliers as an opportunity to make reasonable profits when creating real value added
in an environment of system wide teamwork, flexible business system and continuous
improvement.

 Consumers as a superior beverage experience.

 CCI associates as superior career opportunity

 Consumers as an opportunity to grow profits through the use of finished drinks.

 Bottlers as an opportunity to make reasonable to grow profits and volume.

 TCCC as trademark enhancement and positive economic value added.

 Indian society in the form of a contribution to economic and social development.

[30]

VISION OF COCA-COLA
The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination
for our business and provides us with a "Roadmap" for winning together with our bottler
partners and also provides exceptional strategic leadership in the Coca-Cola India System
resulting in consumer and customer preference and loyalty through Coca-Cola’s commitment
to them, and in a highly profitable Coca-Cola corporate branded beverage system.

 People:

Establish a great place to work where people are inspired to the Best they

can do.
 Planet: Being a responsible global citizen that makes a difference.

 Profit:

Maximize the return of shareholder

 Productivity: Be a highly effective, lean and fast-moving organization.

 Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
safely People desire & need.
 Partners: nurturing a winning network of partners & building a mutual loyalty.

[31]

VALUES OF COCA COLA

“Our values serve as a compass for our action and describe how we behave in
the world.”
 Accountability: If it is to be, it's up to me.
 Collaboration: Leverage collective genius.
 Integrity: Be real.
 Diversity: As inclusive as our brands.
 Quality: What we do, we do well.
 Passion: Committed in heart and mind.
 Leadership: The courage to shape a better future.

[32]

There are nine brands of coca-cola in India and they are differ in taste, flavor and also in
their colors.

1. COKE
Coke is considered to be a cola drink. It is generally preferred by all sections of consumer.
This is a cash cow brand for the company in terms of sales revenue.
The world’s favorite drinks, the world’s most valuable brands, The most recognizable word
across the world after Coke, Coca-cola has truly remarkable heritage from a humble
beginning in 1886 .It is now the flagship brand of the largest manufacturer marketers and
distributors to 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 the country in 1993 and made significant investment to
ensure that the beverage is available to more and more people even in the remote and
inaccessible part of the nation.

[34]

2. THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It is
preferred by all section of consumers but especially to teen-agers. It is a big source of
company to cash its publicity. Strong Cola taste exciting personality.

Thump up is a leading carbonate soft drink and most trusted brand in India originally
introduced in 1977,Thum-up was acquired by the Coca-Cola company in 1993 .Thump-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 boys.

[35]

3. LIMCA
Limca is considered to be lemony in taste, and comes under the category of cloudy lemon
because of its color, which is similar to that of clouds. It has to yield good sales revenue. It is
generally preferred by Children & Women. “Limca is Lemoni Limca”

Lime ‘n’ Lemoni, 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 consumer for over 3 decades.
The brands has been dispelling healthy volume growth on year and Limca continues to be the
among the leading flavor soft drink in the country the success formula. the sharp fizz and
Lemoni bite combined with the single minded positing of the brands as the ultimate refresher
has continue strengthen the brands franchise. Limca energizes refreshes and transform divine
into the zingy refreshment of Limca and walk away a new person.

[36]

4. FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children & Women. Internally Fanta
the “orange” drink of the Coca-Cola Company is seen as one of the favorite drinks since
1940’s Fanta entered the Indian market in the year 1993.

Over the year Fanta has occupied a strong market place and is identified as “the fun catalyst”
perceived as a fun youth brands, Fanta stands for its vibrant color, tempting taste and tingling
bubbles that not just uplifts feeling but also help free sprite thus encouraging one to indulge
in the moment. This positive imagery is associating with happy, “Cheerful and special times
with friends”.

[37]

5. MAAZA
MAAZA MANGO, in Maaza cold drink no gas only based on juice. It is a non-aerated soft
drink. It is preferred mostly Children & Women. MAAZA was launched in 1976 .There was
a drink that offered the same real taste of fruit juices and was available through the year In
1993, MAAZA was acquired by Coca-Cola India MAAZA currently dominates the fruits
drinks category.

Over the year 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. Consumer regards MAAZA as wholesome, natural
fun drinks which delivers the real experience of fruit.

[38]

6. KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used with alcohol and used
by adults.

8. KINLEY WATER
“Boond Boond Mein Vishwas”
Water a thirst quencher that refreshes, a life giving force that washes all the toxins away.
Ritual purifier that cleanses, purifies, transforms, water the most basic need of life the very
sustenance of life, a celebration of life itself.

The importance of water can
[39]

never be understated particularly in a nation such a India when water Governs the lives of the
million, be it part of everyday ritual or as the monsoon which gives life to the sub-continent.
KINLEY water understands the important and value of this life giving force KINLEY Water
thus promises water that is as pure as it meant to be water you can trust to be truly safe and
pure.

7. SPRITE
Sprite is a good product at cola and contains at lemon flavor. Worldwide SPRITE is ranked
as the No-5 soft Drink and is sold in more than 190 countries. In India SPRITE was launched
in year 1999 and today it has grow 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 to the youth SPRITE
has stood for a straight forward and honest attitude .It is clear crisp refreshing taste encourage
influence them to be true to who they are and to obey their thirst

9. MINUTE MAID
[40]

In Minute maid pulpy orange cold drink no gas only based on orange juice. It is a non-aerated
soft drink and market competitor of Tropicana Twister.

10. GEORGIA COFFEE
During the journey of the company towards its vision, leading the beverage revolution in
India now even garam matlab coca-cola a hot new launched from coca-cola in India.

[41]

Georgia quality tea and coffee served from state of the art vending machines is positioned to
tap into the nation’s biggest beverage category. Georgia Gold is delicious tastingof fresh
coffee, currently available exclusively at McDonald’s outlets across the country Georgia
Gold has driven the sales through the roof.the success from hot beverage from Georgia Gold
has resulted in extension into the cold category with the introduction of ice tea and cold
coffee.

CONSUMER CHOICE AT A GLANCE

 Coca-Cola --------------------------- Mainly preferred by the Youngster & Kids.
 Thums-Up --------------------------- Youngster.
 Limca -------------------------------- Common Drink.
 Fanta --------------------------------- Basically Preferred by Ladies and Kids.
 Maaza ------------------------------- Also Ladies and Kids.
 Sprite -------------------------------- Not clearly defines.
 Kinley Soda ------------------------ Mostly those who consume liquor.
 Georgia ------------------------------ Premium class people.
 Minute Maid Pulpy ---------------- Common Juice

[42]

CHAPTER-3

RESEARCH
METHODOLOGY

[43]

RESEARCH METHODOLOGY
Marketing research is the process of systematic design, collection of data, analysis and
reporting of data to specific marketing situation which an organization faces.
It is an activity which is done by organization for accomplishment of a particular objective.
Through this activity an organization find the specific reason of the problem which
organization face.
Marketing research got a vital role in decision making process by making available right
information, at the right time, and to the right person who involves in decision making
process. Thus it is the basic tool of marketing mix elements, like product, place, price and
promotion.
The research methodology is considered as a major part of the study that is being conducted.
It determines the strength, reliability and accuracy of the project. Methodology will be
considered as the methods used in research is selecting sample, sample size, data collection
and various tools for data analysis.

Research Design
The issue of research has been defined in very much clear term, the researcher will require to
prepare research design that will describe the conceptual structure of whole research.
There are four steps in the research process Identify the issues of the research.
 Develop the research plan.
 Implementation of research plan.
 Interpreting the research reporting the finding.
There are two basic type of research design Exploratory Research (helps to determine the objective of retailers/clients).
 Conclusive Research (it includes experimental and descriptive method).

[44]

DATA COLLECTION

This research involved a study, which was descriptive as well as explorative in nature it
basically aims at gathering data about how the coca-cola red element concept &scheme
playing in the mind of retailer & consumers. During the research period I collected data direct
from retailers by survey. For proceeding further first of all we should know something about
data and what the different type data are-

TYPES OF DATA: There are two types of data1. Primary data.
2. Secondary data.

METHODS OF DATA COLLECTIONPrimary data collection: Primary data can be collected by three methods1. Observation
2. Experiment
3. Survey
But here, only surveys method of data collection is preferred which is very suitable to reach
the researcher motto.

A. Research instrument: Printed Questionnaire was used as the research instrument to
collect the required information.

B. Area of surveys: The survey was conducted at Maula-Ali region in Hyderabad city.

[45]

SAMPLE DESIGN
Sampling unit: The retailer of Grocery shop, general store, betel shop, and medical store
was selected from different places of Hyderabad.

Sampling size: 250 Outlets.

Type of sampling: there are two type of sampling.
A. Probability sampling.
B. Non probability sampling.
Probability sampling- It is also known simple random sampling. In this sampling everybody
gets similar chance to select as a sample unit.

Non probability sampling- In this sampling everybody gets not similar chance to select as a
sample unit. Example of non probability are cluster sampling, convenience sampling,
judgment sampling e t c.

Sampling procedure: Simple random sampling procedure was followed.

Sampling method: Data were collected by retailer survey. The retailers are directly
contacted and interviewed at their retail counter.

[46]

R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the survey, Company has hired
the person from A.C. NIELSON one of the best survey company. This survey gets done once
in a month. R.E.D is the set of norms divided into outlet wise.

ABOUT THE R.E.D SURVEY
The survey named as R.E.D. (Right Execution Daily). The survey has been conducted to
check the cooler management, availability of products & activation of coca-cola in various
outlets.

The survey was based on the following steps: Firstly, I have to check the activation, which is a very important because activation helps
to boost the sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo
boards. Mostly combo boards are given to the E&D outlets. And these are very helpful in
attracting the customers. Rack with header is provided to the Grocery outlets.
Secondly, I have to check elements like table top, three tier racks, and aiel mobile hanger
which have been provided, are fully charged with coke products or not .
Then I have to find out that these elements are easily visible to the public or not.

[48]

MARKET SEGMENTATION MODEL OF COCACOLA
Right Execution Daily (R.E.D) is the segmentation of outlets as Channel, Class, and Income.
Let us know what are the Channel, Class, and Income respectively.
Markets can be segmented along 3 lines- Outlet Volume, Locality Income, & Channel
cluster.

SEGMENTATION

CHANNEL CLUSTER

LOCALITY INCOME

OUTLET VOLUME

Grocery

Low

Diamond

Eating&Drinking

Medium

Gold

Convenience

High

Silver

Classification of Outlets on the basis of volume
Outlet Classification

Volume

Diamond

>800

Gold

500-799

Sliver

200-499

Bronze

<200

[49]

TYPES OF OUTLETS

CHANNEL TYPEGrocery:-

Outlets which primarily engaged in retailing of food and various household items, It include
neighborhood outlet stoking provisions, edible & general household items of daily usages
E.G., commodities like flour, pulses, rice & branded household items like
mosquito oil, soap etc

[50]

toothpaste,

CHANNEL TYPEE&D:-

Outlets selling items to eat which are being cooked within outlet, made at the outlet &
possibility consume in outlet. They may have place of sitting. It includes QSR/Bakery/MITIE
Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps etc.

[51]

CHANNEL TYPEConvenience:-

It includes outlets which are small stores or shops generally accessible locally. These are
often located along side busy roads. It includes Chemists shop/STD booths/Pan Bidi shops
etc.

[52]

E & D includes flowing outlets:Fast Food: - Self service with limited menu.
Pubs: - Outlets selling alcoholic beverages & snack items. It May be open till late at nights
or 24 hrs.

Dhaba: - Situated on roadside & market places catering cost effective Indian food.

Convenience includes:
Pan shop: - Semi- temporary kiosk located near the road side selling Cigarettes, beverages
and other confectionary items.

Outlet at petrol pump: - Convenience outlets selling top up items, may be open till late
at nights or 24 hrs.

Travel & convenience kiosks: - Permanent kiosks within the airports/ railways/ bus
stand premises (inside or outside) selling only beverages or a food & beverage kiosks.

PRE-SALE CONCEPT
This is the new concept that had started from the year 2007. In the
Pre-Sale the company takes order one day before and accordingly company delivers their
products for each route.

[53]

MARKET EXCUTION
(Activation)
STANDARDS OF

[54]

Standards for different types of outlets
ACTIVATION STANDARD FOR
CHANNEL: - GROCERY
OUTLET CATEGORY: - DIAMOND

Essential activation standards: Display Rack (at least 1)
 3 Tier Rack with Header (should pure 50% charged by coke products)
 Self Display (other than rack, mini.6 facing of any pet displayed & visible.
 Price communication & visi cooler @ prime position.

Optional activation standards
 Counter Top.
 Aerial Mobile Hanger.
 Crate Display.
 Road Standee/Flange/Signage.

ACTIVATION STANDARD FOR
CHANNEL: - GROCERY
OUTLET CATEGORY: - GOLD

Essential activation standards: Display Rack (at least 1)

[55]

Optional activation standards.
 Counter Top.
 Crate Display.
 Road Standee/Flange/Signage

ACTIVITION STANDERDS FOR
CHANNEL: - GROCERY
OUTLET CATAGERY: - SILVER

Essential activation standards:-



Display Rack (at least 1)


Optional activation standards.
 Counter Top.
 Crate Display.
 Road Standee/Flange/Signage.

[56]

CHANNEL:-GROCERY

OUTLET CATEGORY:-BRONZE
Essential activation standards
 1 Tier Rack

CHANNEL:-E & D
OUTLET CATEGORY:-DIAMOND
Essential activation standards: Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu board with
combo communication (at least 1 of 3 options).
 Branded table mats/Branded menu card/table top (at least 1 of 3 option) at least 5 nos.
or all tables if less than 5 tables.
 Flange/Road Standee/Glow sign board (at least 1 of these 3)
 Price communication & visi cooler @ prime position

[57]

CHANNEL-E&D
OUTLET CATEGORY-GOLD
Essential activation standards: Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu board with
 Branded table mats/Branded menu card/table top vinyl’s (at least 1 of 3 option) at
least 5 nos. or all tables if less than 5 tables.
ACTIVATION STANDARDS FOR
CHANNEL:-E&D
OUTLET CATEGORY:-SILVER

 Combo standee (mini3 nos.)/combo wall hanging (mini 3 nos.)/menu board with
 Branded table mats/Branded menu card/table top vinyl’s (at least 1 of 3 option) at
least 5 nos. or all tables if less than 5 tables.

Optional activation standards
 Table top Display.
 DPS/Flange/Road standee.
 Price communication & visi cooler @ prime position

[58]


CHANNEL:-CONVIENCE
OUTLET CATEGORY:-DIAMOND
Essential activation standards: Table top display unit/Hanging rack (at least 1 should be pure& at least 50%
charged).
 DPS/Flex board/glow sign board /road standee/flange (at least 1 of the above).
 Arial mobile hanger (with at least 4 mobile hanger displayed at front of store).

CHENNAL:-CONVENIENCE
OUTLET CATEGORY:-GOLD
charged).

[59]

ACTIVITION STANDARDS FOR
CHANNEL:-CONVENINENCE
OUTLET CATEGORY:-SILVER

charged).
 Outside crate display (min.3 crate with crate wrap).

ACTIVATION STANDERDS FOR
CHANNEL:-CONVENVENENCE
OUTLET CATEGORY:-BRONZE
 Table top Display.
 DPS/Flange/Road standee.

[60]

ACTIVATION ELEMENTS FOR
GROCERY: 3 Tier Rack.
 1 Tier Rack.
 Table Top Display.
 Self Display.

EATING & DRINKING Combo Element.
 Menu Boards.
 Menu card.

CONVENIENCE
 Shelf Display
 Table Top Rack.
 Aerial Mobile Hanger

[61]

ESSENTAIL ELEMENTS FOR ALL CHANNELS
 Price Strips.
 Shelf Display
 Price Cards.
 Cooler Door Tray.
 G.S Board / DPS.
 Bottle Neck Header.
 Crate Wrap.
 Non-Lit Flange.
 Standee.

[62]

Data Interpretation
Graph-1

Outlet that have been visited.

TYPE OF OTLETS

No. OF OUTLETS

PERCENTAGE

Grocery

17

7%

Convenience

165

66%

E&D

68

27%

TOTAL

250

100%

No. of Outlets
300
250
250
200
150

165

100
68

50
17
0
Grocery

Convenience

E&D

TOTAL

InterpretationThrough the above diagram we can know that out of 250 outlets how many outlets are
convenience, grocery and E&D outlets.

Graph-2
[64]

Classification of outlets on the basis of volume
VPO CLASS

NO. OF OUTLET

Diamond

30

Silver

166

Gold

50

Bronze

4

VPO CLASS
2%
20%

12%
Diamond
Silver
Gold
66%

Bronze

InterpretationThrough this diagram we know that how many outlets in number and what percent of
total outlets belong to diamond class, silver, gold and bronze class.

Graph-3
[65]

Rating for E&D Outlets On the Basis of Score
Rating
Excellent
Good
Satisfactory
Poor

Score
16 to 20
11 to 15
6 to 10
1 to 5

Table -A
Rating
Excellent
Good
Satisfactory
Poor

No. of outlet
12
7
16
33

Table -B

Chart Showing in Percentage
18%
49%

10%

Exellent
Good
Satisfactory

23%

Poor

InterpretationIn above diagrams, Table-A shows the rating quotation for E&D outlets and Table-B
shows that out of 68 outlets how many outlets have been rated as excellent, good,
satisfactory and poor on the basis of their score.

Graph-4
[66]

Rating for Convenience outlets on the basis of score
Rating
Excellent
Good
Satisfactory
Poor

Score
16 to 20
11 to 15
6 to 10
1 to 5

Table-A
Rating
Excellent
Good
Satisfactory
Poor

No. of Outlets
44
48
53
20
Table-B

Chart Showing in %
12%
27%

Excellent
Good
Satisfactory

32%

Poor

29%

InterpretationIn above diagrams Table-A shows the rating quotation for convenience outlets and
Table-B shows out of 165 convenience outlets how many outlets have been rated as
Excellent, good, satisfactory and poor on the basis of their score.

Graph-5
[67]

Rating for Grocery outlets on the basis of score
Rating
Excellent
Good
Satisfactory
Poor

Score
16 to 20
11 to 15
6 to 10
1 to 5

Table-A
Rating
Excellent
Good
Satisfactory
Poor

No. of Outlets
4
4
0
9

Table-B

Chart Showing in %
23%
Excellent
53%

Good
24%

Satisfactory
Poor

0%

InterpretationIn above diagrams Table-A shows the rating quotation for grocery outlets and Table-B
shows out of 17 grocery outlets how many outlets have been rated as Excellent, good,
satisfactory and poor on the basis of their score.

Graph-6
[68]

Earlier Availability Status of Activation Elements in
Grocery Outlets
Ava. Status

Shelf display

Price strip

Drinking Shot

N.A

5

8

8

Ava.

12

9

9

Total

17

17

17

Availability of Elements
18
16

No.of outlets

14
12
10
8
6
4
2
0

Shelf display

Price stip

Drinking Shot

N.A

5

8

8

Ava.

12

9

9

Total

17

17

17

InterpretationThrough the above diagram we can know that out of 17 grocery outlets how many
outlets were having shelf display, price strip, drinking shot and how many outlet were
not having these activation elements.

Graph-7
[69]

E&D Outlets
Ava. Status

menu board

Flange/GSB

Price strip

Drinking shot

N.A

50

39

41

45

A

18

29

27

23

Total

68

68

68

68

80
70

No. of Outlet

60
50
40
30
20
10
0

menu board

Flange/GSB

Price stip

Drinking shot

N.A

50

39

41

45

A

18

29

27

23

Total

68

68

68

68

InterpretationThrough the above diagram we can know that out of 68 Grocery outlets how many
outlets were having menu board, price strip, drinking shot, flange/GSB and how many
outlet were not having these activation elements.

Graph-8

[70]

Convenience Outlets
Flange/GSB

T-top/ S. Display

Price strip

Drinking Shot

N.A

63

45

87

93

Ava.
Total

102
165

120
165

78
165

72
165

180
160

No. of outlet

140
120
100
80
60
40
20
0

Flange/GSB

T.Top/ S. Display

Price stip

Drinking Shot

N.A

63

45

87

93

Ava.

102

120

78

72

Total

165

165

165

165

InterpretationThrough the above diagram we can know that out of 165 convenience outlets how many
outlets were having Flange/GSB, T.Top/Shelf display, price strip, drinking shot and
how many outlet were not having these activation elements.

Graph-9

[71]

Earlier channel wise avg. score & overall avg. score

Channel

E&D

Convenience

Over all Avg. Score

6

Avg. Score

Grocery

12

14

11

Avg. Score
14
12

SCORE

10
8
6
4
2
0
Avg. Score

E&D

Grocery

Convenience

6

12

14

Over all Avg.
Score
11

InterpretationGraph is showing the channel wise average score and overall average score of the
outlets. Through the above graph we can know that what is the average score of
channel- E&D, Grocery, and Convenience outlets as well as we can know the overall
average score of 250 outlets.

Graph-10
[72]

New Availability Status of Activation Elements after
providing the Elements in Grocery Outlets
Ava. Status

Shelf Display

Price Strip

Drinking Shot

N.Ava.

0

0

0

Ava.

17

17

17

Total

17

17

17

18
16

No. of Outlet

14
12
10
8
6
4
2
0

Shelf Display

Price Stip

Drinking Shot

N.Ava.

0

0

0

Ava.

17

17

17

Total

17

17

17

InterpretationAbove graph shows the new availability status of activation elements in Grocery outlets
after providing these activation elements of Company. Through the above graph we can
know that out of 17 grocery outlets how many outlets have shelf display, price strip and
drinking shot after providing these activation elements in grocery outlets.

Graph-11
[73]

Availability status of activation elements after providing
in E&D Outlets.
menu board

Flange/GSB

Price strip

Drinking shot

N.A

50

39

31

35

A

18

29

37

33

Total

68

68

68

68


80
70

iNo. of Outlet

60
50
40
30
20
10
0

menu board

Flange/GSB

Price stip

Drinking shot

N.A

50

39

31

35

A

18

29

37

33

Total

68

68

68

68

InterpretationAbove graph shows the new availability status of activation elements in E&D outlets
know that out of 68 E&D outlets how many outlets have menu board, flange/GSB, price
strip and drinking shot after providing these activation elements in E&D outlets.

Graph-12
[74]

Availability Status of Activation Elements after providing
in Convenience Outlets.
Ava. Status
N.Ava.
Ava.
Total

T. Top/S.Display
5
160
165

Price Strip
0
165
165

Drinking Shot
0
165
165

Availability of Elements in Outlets
180
160

No. of Outlet

140
120
100
80
60
40
20
0

T. Top/S.Display

Price Stip

Drinking Shot

5

0

0

Ava.

160

165

165

Total

165

165

165

N.Ava.

InterpretationAbove graph shows the new availability status of activation elements in grocery outlets
know that out of 165 grocery outlets how many outlets have T.Top/S.Display, price strip
and drinking shot after providing these activation elements in grocery outlets.

Graph-13
[75]

Channel wise new avg. score & new overall avg. score
Channel

Grocery

Convenience

Over all Avg. Score

17

Avg. Score

E&D
7

18

15

Avg. score&over all avg. score
18
16

No. of Outlet

14
12
10
8
6
4
2
0
Avg. Score

Grocery

E&D

Convenience

17

7

18

Over all Avg.
Score
15

InterpretationGraph is showing the channel wise new average score and overall new average score of
the outlets. Through the above graph we can know that what is the new average score of
channel- E&D, Grocery, and Convenience outlets as well as we can know the new
overall average score of 250 outlets.

Graph-14

[76]

Comparison between Graph-9 and Graph-13
Earliear Avg. Score &Overall avg. score

SCORE

15
10
5
0
Avg. Score

E&D

Grocery

6

12

Convenienc
e
14

Over all
Avg. Score
11

New Avg.score&Overall avg. score
20

SCORE

15
10
5
0
Avg. Score

Grocery

E&D

17

Convenienc
e
18

7

Over all Avg.
Score
15

Interpretation –
By the comparison between Graph-9 and Graph-14 we can know that how many score
are increased in average score of E&D, Grocery, and Convenience outlets. And how
many score are increased in overall average score of 250 outlets.

[77]

Graph-15
Points increased in avg. score of E&D, Convenience, and
grocery outlets.
Grocery

E&D

Convenience

Overall Avg. Score

5

1

4

4

Chart Title

6
5
5
4

4

4

Convenience

Overall Avg. Score

3
2
1
1
0
Grocery

E&D

InterpretationGraph shows the point increased in average score of Grocery, E&D, Convenience outlet
and point increased in overall average score of 250 outlets. After analyzing graph-14, I
can say that during two month period of my project I increased 5 point in avg. score of
grocery outlet, 1 point in E&D Outlet, 4 point in convenience outlet, and 4 point in
overall average score 250 outlets by providing these activation elements to the outlets.

CHAPTER-4
[78]

FINDINGS

During my project of two month I surveyed for 250 outlets in Maula-Ali region. I
observed and found the following things during my daily survey.

 I found that many of the retailers are not interested in keeping the activation elements
like table top, mobile hanger and cut case display in their outlets.
 Many of the outlet owners are not properly maintaining and decorating table top
mobile hanger cut case display with Coke’s brand.
 Mostly E&D outlet don’t have any activation element of the company in the outlet
and also they are not interested.
 Among 250 outlets, 135 outlets were not having the price communication in the outlet
which is very necessary.
 Some outlets are maintaining old price strips and also these are not easily visible to
the customer.
 Also found dead & useless coolers in some of outlets and some retailers complain
about the service & repair of coolers.
 I found that some retailer were not satisfied with our service, for that reason they
stopped to sell our product and started to sell Pepsi product.
 Some retailers use company’s visi cooler for other purpose, and some keep Pepsi
product in visicooler provided by coca-cola.
 Some retailer complained that ESM or Executive don’t provide any promotional
equipment and also don’t have proper communication with them.


I found that Pepsi is doing aggressive advertisement in comparison with Coke, and
investing aggressively on activation like hording, glow sign board, DPS, also in terms
of providing good service and free chilling equipment to the retailer.

 I found in some outlets Flange is failed to draw the customer attention because it is
not easily visible.
 I found so many outlets they want visi coolers from Coca-Cola.

[80]

RECOMMENDATION &
SUGGESTION

[81]

Company should convince retailers to have promotional tools decorating with coke products
and should tell them why these elements are important and how company as well as Retailers
is getting benefit of using these activation elements.
Company should focus more and more on E&D Outlet because most of the E&D outlets
don’t have promotional tools of the company and overall average score of these outlets is
very less.
Company should reframe the Flange to an attractive and big size because the current look and
size of Flange is not attractive and fail to draw attention of the population.
Overall service should be improved because many of the retailers are not satisfied with
company service.
Company must provide free chilling equipment to the outlet where needed and also company
should work out on the complain of Retailers.
The Company should measure Retailers satisfaction regularly and should maintain proper
communication with them.
Company can increase the sales when it considering more on retailers, their suggestions or
complaints about service or product so that necessary action can be taken.
Review meeting should be often held so that the working pattern of the executives can be
checked and improved if needed.
Company representatives should visit retailers and should make a long-term relationship with
retailer so that they can push the product.
Distributers should be convinced to pass the incentives to the retailers so that they are
motivated to promote this brand.
Increase the number of dealers and retailers as this will help in making high sales volume.
Now company should launch new taste of soft drinks like recently launched Minute Maid &
also launched new product in another flavor.
In winter Season Company should give more discount & schemes to retailers so that they sell
more our product.

[82]

CHAPTER-5

LIMITATION OF THE
RESEARCH WORK

[83]

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that “Nothing is prefect in the world, every individual is bound to
make mistake at some points, and it is genuine”.


The study was restricted to Maula-Ali region only.



Limited knowledge of the researcher in the field of research may lead to interpretation
errors.



The respondents may be biased or influenced by other factor.



A busy schedule of dealers/ retailers also makes the collection of information a very
difficult one.



The project is purely based on observation & verbal meetings and may be influenced
by unprecedented factors.



Non-co-operative behavior of respondent was a big problem in this survey. .



The research was based on primary collection of data through voice interview and
observation so there may be chances of human error.



The research was depending on the information provided by the respondents
(retailers). It may insufficient.



As associated with project, time and money were the major limitations with project.

[84]

To conclude the study we can say that the activation elements of the company are very
important. This plays a key role to show the visibility of Coke product in the outlet to the
customer. These elements are very helpful in spreading awareness about the coke products to
the customer and increasing in the sale. But as per the research work, most of the retailers
don’t maintain these elements in their outlets. Score of the E&D outlets is very poor. Most of
the E&D Outlets don’t have these sales promotion tools. To overcome on this problem
Company need to communicate & convince owners to maintain these elements in their
outlets. And also the score of convenience outlets and Grocery outlets is not up to the mark.
During two month of my project I increased 4 point in score of convenience outlets, 1 point
in E&D outlet, 5 point in grocery outlet and 4 point in overall average score of 250 outlets by
providing these activation elements to the outlets. Company need to focus more and more in
providing these promotional tools to outlets and needs to convince retailers to maintain the
standard of activation elements in their outlets. Pepsi is the big competitor for Coca-Cola and
it is doing aggressive marketing and focusing & spending lot of money on promotional
activity. Considering on these factors company must focus on promotion activity and provide
the entire activation element to the outlets. Because activation elements is very helpful in
increasing the sale of Coke product.

[86]

QUESTIONAIRE
RED SCORING SHEET
Surveyors Name: __________ Outlet Name: ______________
Address: _________________ Channel: ________________ Category
(D/G/S):

________________

Class

(H/M/L):

___________________________
Maula Ali Hyd.

S.NO.
1.

E&D
Is

a

coca-cola

cooler

present?

Visicooler/chest cooler.
2.

Is the cooler as per standard?

3.

Is the vesi cooler in the prime position?

4.

Is the visicooler in a working condition? Not
working/unclean

VISICOOLER

5.

Is the visicooler light working?

6.

Is the cooler 100% pure?

7.

Is the cooler brand-order compliant?

TOTAL
9.
10.

Mobile PET (COLA+3)

11.

Maaza RGB

12.

AVAILABILITY

300 ML (COLA+3)

CAN (COLA+1)

13.

MAAZA PET 600ML & 1.2 LTR.

14.

1.5 LTR. PET (COLA+3)

TOTAL

[88]

GROCERY

CONVENIENCE

E&D
15.

COMBO BRANDS ( AT LEAST 3)

16.

TENT CARD(MIN 5 OR PRESENT ON ALL
TABLES

17.

FLANGE ROAD STANDEE OR GLOW SIGN
BOARD

ACTIVATION

GROCERY
18.

DISPLAY RACK WITH HEADER

19.

IS THE RACK PURE AND CHARGED

20.

SHELF DISPLAY

CONVENIENCE
21.

TABLE TOP DISPLAY

22.

DPS BOARD, GLOW SIGN OR FLANGE

GRAND TOTAL
SIGNATURE OF SURVEYOR

[89]

Name of some outlets
1

Hotel ram Krishna

stn.reservation counter

E&D TYPE-2

2

Blue point bakery

opp. Reservation counter

E&D TYPE-2

3

Centre café

Nr. bus stop

Convenience

4

Limra communication

Nr. reservation counter

Convenience

5

N.sheshaiah cool drink

plate form no.10 railway station

6

Surya agro foods

platform no.4 railway station SEC.

Convenience

7

Golden restaurent

railway station

E&D TYPE-2

8

Bombay anand bhavan

subhas road sec-bad

E&D TYPE-2

9

Golden tea & snacks

regimental bazaar sec-bad

E&D TYPE-2

10

Diamond bakery

regimental bazaar sec-bad

E&D TYPE-2

11

Santosh sweets

opp.sec-bad station

Convenience

12

Amrut store

opp.sec-bad station

Convenience

13

Srinivas sweet house

opp.railway station. In gate

Convenience

14

Swathi bakery

opp.railway station sec-bad

Convenience

15

Swathi tiffin

opp.railway station sec-bad

E&D TYPE-2

16

Midwest caterers

platform no. 1 sec.raiway stn.

Convenience

17

Sri Badami bai gupta

platform.no-1 railway stn. Sec.

Convenience

18

Alfa store

alfa hotel opp. Railway stn.

Convenience

19

VL stors

opp. Alfa hotel

Convenience

20

Blaji tiffin lodge

opp. Railway stn.sec-bad

E&D TYPE-2

21

Everest sweet house

opp. Railway stn.sec-bad

Convenience

22

Sagar electronics

opp.Railway stn.sec-bad

Convenience

23

Gattu M. Rao


Convenience

24

Light of India

Venkat

E&D TYPE-2

25

Sri balaji sweets

opp.uppal bus stand

Convenience

26

Sri balaji jagdish mithai
bhan.

opp.uppal bus stand

Convenience

[90]

Grocery

27

Banglore Iyenger bakery

opp.uppal bus stand

E&D TYPE-1

28

Sherton café

opp.uppal bus stand

E&D TYPE-2

29

Sri balaji mithai bhandar

opp.uppal bus stand

convenience

30

Central book syndicate

Hayagreeva complex

convenience

31

Bakers den

opp.stn.ann s school

E&D TYPE-2

32

Laxmi In& Out

opp.methodist church

convenience

33

Garden hotel

main road

E&D TYPE-2

34

Wayside bar

clock tower sec-bad

E&D TYPE-2

35

Ramakrishna foods

opp.passport office

convenience

36

Tea time Tea snacks

opp.passport office

E&D TYPE-2

37

Canedy café

st. marry road

E&D TYPE-2

38

Vijay pan shop

M.S.gaud

convenience

39

Sudhakar pan shop

opp. Manohar talkies

convenience

40

Bharat bakers

St. francis school road

convenience

41

Ganesh pan shop

beside gurdwara sec-bad

convenience

42

KNR Food plaza

palika bazaar nr. Gurudwara

E&D TYPE-2

43

Pdmaja hotel

opp. Reservation counter

E&D TYPE-2

44

Raj Bar &restaurent


E&D TYPE-2

45

Durgaiah brothers

Station road sec-bad

convenience

46

cakes&cookies

E&D type-2

47

enjay general store

2-415 opp.market complex
chikalguda
bay lines chikalguda

48

balaji tarachand mithai bha.

Nr.municiple complex chikalguda

"

49

madhavi sweet house

Mylarguda

"

50

sri balaji mithai bhandar

Chikalguda

"

[91]

convenience

BIBLIOGRAPHY

I have used following resources to prepare this study report to make it more accurate and
confidential-

Serial no

Source of

Name

Designation

information

Organization’s/writer’s
name

www.cocacola.com
1.

Websites

www.cocacolaindia.com
www.google.com

2.

Guidance

Mr. Jitendra Govindani

personalities

3.

Books

Faculty of marketing

ICBM – SBE

management

Marketing Research

C.C.Berry

Marketing Management

Philip Kotler

[92]

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