coca cola

A RESEARCH REPORT ON

“TO PROVIDE THE BETTER PROMOTIONAL

SCHEME FOR THE DEALERS”

HINDUSTAN COCA-COLA MARKETING COMPANY PRIVATE LIMITED

RESEARCH REPORTSUBMITTED TOWARDS PARTIAL

FULFILLMENT

OF

Submitted By : Submitted To :Pravindra Kumar Dr. Prashant Srivastava MBA 4th SEMESTER H.O.D. -MBA Deptt.SESSION: 2004-2006

http://www.coca-colaindia.com/brands/brands_coca_cola.html

For Hindustan Coca-Cola Co. Pvt. Ltd. JANHIT INSTITUTE OF EDUCATION & INFORMATION,

GREATER NOIDA

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For Hindustan Coca-Cola Co. Pvt. Ltd.

PREFACE

Practical and Theory are the two aspects of Management education. The practical training

in the domain of management courses has received vital importance. It exposes to the

potential manager towards the actual work situation and gives a student rich insight into

what practically is going on inside the industries, infect it is the implementation of theory

into practices which is the life force of management.

Two months practical training is an obligatory requirement for the M.B.A. It was of great

advantage to receive practical training in Hindustan Coca-Cola Marketing Company

Pvt. Ltd. at Delhi Branch office. The management of the company offered an excellent

learning situation.

There have been considerable changes in the technology, operation and structure of the

industry due to globalization, mergers, environmental issues and available fiber sources,

and new challenges being posed by the changing customer satisfaction levels and multiple

market requirements are forcing industry to adapt to new solutions.

I was assigned special Project: -

To Provide a Better Promotional Scheme For The Dealers.

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ACKNOWLEDGEMENT

I take it a matter of great pleasure to submit my research “To

Provide The Better Promotional Schemes For The Dealers” I am

highly indebted to Dr. Prashant Srivastava HOD, Janhit Institute of

Education & Information Greater Noida for guiding me.

At last I am thankful to the library of the institution for providing me

necessary material & all those who helped me in completion of my

project.

Thanks again to every body.

(PRAVINDRA KUMAR)

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TABLE OF CONTENTS

Page No.

Preface 3.

Acknowledgement 4.

1.Executive summary 07.

2.Profile of Coca-Cola India Limited 09-60

2.1 Industrial Profile

2.2 Company Profile

2.3 Core brands in India

2.4 Advertisement and Punch lines

2.5 Fabulous facts about Coca cola

2.6 History of Coca-Cola

2.7 Coca-Cola India – our Vision, Mission

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2.8 Strategy adopted by Coca-Cola

2.9 Marketing mix

2.10 Eko introduction

2.11 Awards achieved by coca-cola

2.12 Principles of coca-cola India

3.Introduction to Project 61-68

3.1 Objective of study

3.2 Research Methodology

3.3 Research Technique

3.4 Sampling Area

4.Data sorting, Analysis 69-79

5.Interpretation 80

5.Limitations of Study 81-82

6.Findings 83.

7.Suggestions and Recommendations 84-85

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8. Bibliography 86-88

EXECUTIVE SUMMARY

Doing this project was a great experience. The Coca-Cola in India has set up an

independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by

virtue of sellout decision of the passed managing director Sh. S.C.Agarwal.

Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was

there in India till 1977. In toady’s market the Coca-Cola hold a 62% market share that

appears to bear concentrated rush to beg a big share in the soft drink market.

Being a capital & biggest business center of India I choose the area of Delhi to conduct my

study and to get lot of exposure & various opportunities to meet different kind of

customers. This project has been under taken to study the availability of complete range of

Coca-Cola products to retail outlets.

To conduct the detail study of my project, I worked for a distributor in south Delhi. During

the training period I covered the whole market of center Delhi and gathered the

information from retail outlets regarding the availability of whole range of Coca-Cola

products. After getting the information, I list out those retail outlets and getting the

response regarding the various promotional schemes of coke and other.

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PROFILE OF COCA-COLA

INDIA LIMITED

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INDUSTRIAL PROFILE

Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there

in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca,

Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush

to beg a big share in the soft drink market.

Various national & multinational firms are engaged in soft drink market due to increase in

its demand day by day. As far as INDIA soft drink market is concerned there are major

company’s engaged having a big completion to capture the soft drink market are namely

Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian

Market.

Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American

soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory

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For Hindustan Coca-Cola Co. Pvt. Ltd. taste then Coke. Where as Coca-Cola major selling point was more drink for the same

price and Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale

was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the

Market share. A number of factory contributed to Pepsi problem were poor image, poor

taskforce, poor quality control etc.

At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation

for merchandising. He and his staff recognized that the main hope lay transforming Pepsi

from a cheap imitator of Coke into a class on soft drink manufacturer.

By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed

substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.

In India another company engaged in soft drink market is Coca-Cola. It is one of the most

widely known, accepted and admired trademarks of the world. Coca-Cola was their in

India till 1977, when the Indian Government banned it due to strong resentment against

multinational company’s Coca-Cola was re-launched again in India in September 1993 at

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For Hindustan Coca-Cola Co. Pvt. Ltd. “HATHRAS” near Agra. The India people welcomed the come back of their most loved

Cola in the country with great enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,

Gold Spot, Limca, Citra, Maaza, Soda.

Soft drink industry is one of the fastest growing industries in India. The basic idea

behind the rapid growth of this industry is due to following reasons:

1. The great corporate war between Coke & Pepsi, who left no stone unturned, for

monopolizing the India Soft Drink market.

2. The basic ideology of these two giants is to promote soft drinks as a food item in

India hold.

3. The long hot summers in India have increased the consumption of soft drinks.

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COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as

a drinking product among Indians. The Coca-Cola in India has setup an independent

organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout

decision of the passed managing director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of

this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,

looking after all its affairs under company owned bottling plant to establish integrated

marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This

plant has more sophisticated equipments, then the plant at Najibabad.

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CORE BRANDS IN INDIA

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CORE BRANDS :

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.

Sprite: In 1961, a citrus-flovered drink made its U.S debut, using “Sprite Boy “as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the world’s most popular lemon-lime soft drink.

Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when it was used for a few year for a soft drink created from available materials and flavors . The name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “orange drink we know today. It is now the trademark name for a line of flavored drinks around the world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of diet coke (also called coca-cola light in some countries). Diet coke quickly become the number – one selling low –calorie soft drink in the world.

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BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange cardonate soft drink was introduced in the early 1950c, and acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-cola company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juict & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.

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BRAND IN INDIAN

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ADVERTISEMENT&

PUNCH LINEOF COCA-COLA

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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - It’s The Refreshing Thing To Do .

1942 - It’s The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - It’s the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

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1989 - You Can’t Beat the Feeling.

1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

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FABULOUS FACTS ABOUT COCA-COLA

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1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the dial – Nagoya building in front of the Nagoya railway station. The sing is a double sphere constructed from more then 46 tone of steel, more 940meter of neon tubing, and more then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle, while the inner sphere portrays a comic scene with twinkling planets and stars.

2. One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26 ounce bottles.

3. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in Cartersville, Georgia.

4. Coca-cola is one of the world’s most recognizable trademarks recognized in countries that account for 98 percent of the world’s population.

5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were distributed to each person in the world. There would be 678 bottles or over 42 gallons for each person.

6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side by side and end to end to from a lane highway, it would wrap around the earth 82 times.

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7. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of 105 million gallons per second instead of water, the falls would flow for about a day and a half 38 hours and 46 minutes.

8. the largest representation of the world’s best known package 100 foot tall glass contour bottle is located at world of coca-cola LOS VEGAQS

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HISTORY

OF

COCA-COLA

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Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–

legged brass kettle in his backyard. He first distributed the new product by carrying Coca-

Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design

or accident, carbonated water was teamed with the new syrup, producing a drink that was

proclaimed “Delicious and Refreshing”.

Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name

and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide

today.

Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red

has been a distinctive color associated with the No.1 soft drink brand ever since. For his

efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta

chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.

He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his

merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.

Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more

than six decades of leadership took the business of commercial success making Coca-Cola

an institution the world over. Coca-Cola begins as a never tonic, but candy merchant

Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages.

He responded to this demand began offering bottle Coca-Cola using syrup shipped from

Atlanta, during a hot summer in 1894.

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HISTORY IN INDIA

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The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence of 16 years. The coca-cola company received approval from the government in July 1996 to set up a holding company to invest US $ 700 million in downstream operation of beverages

In July 1997 the holding company was permitted by the government to operationally its bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution centers across India. In addition, it uses 20 contract packers to augment its production capacity and cater to the increasing demand for its wide portfolio of beverage.

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PROMISE BY COCA-COLA

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THE COCA-COLA PROMISE

The coca-cola company exists to benefits and refresh every one it touches. The basic proposition of our business is simple , solid and timeless . when we bring refreshment , value , joy and fun to our stakeholders then we successfully nurture and protect our brand , particularly coca-cola . that is the key to fulfilling our ultimate obligation to provide consistently attractive to the owner so four business.

More then a billion times every day , thirsty people around the world reach for coca-cola products for refreshment. They deserve the highestQuality – every time . our promise to deliver that quality is the most important promise we make . and it involves a world-wide , yet distinctively local , network of bottling partner , supplier , distributor and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities , marketing, the purchase of local good and services, and local business partnership. Always and every where , we pursue continuous innovation in the products we offer the processes we use to make them, the package we develop and the way we bring them to market .

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YOUR HEALTH AND OUR BEVERAGES

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YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a health diet. With so mush

conflicting information available about health and nutrition, it can be very

difficult to determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. A

healthy diet incorporates the basic principles of variety, balance and moderation

without sacrificing enjoyment.

HEALTH AND OUR BEVERAGES --- THE FACTS

Soft drinks do not contribute to diabetes.

The caffeine and phosphoric acid in soft drinks does not affect bone

health

The sugar in soft drinks does not cause children to be hyperactive.

The consumption of soft drinks has not affected calcium consumption.

Sugar consumption has not been shown to cause obesity.

The amount of sugar and calories in soft drinks is about the same as many

fruit juices

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COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly

profitable Coca-Cola corporate branded beverages system.

THE COCA-COLA-MISSION

“THE BEST GLOBAL COMPANY”

The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.

accomplishes the mission by working with its business partners to deliver satisfaction and

values to its customers, through world wide system of superior brands and services, thus

increasing brand equity on a global basis, create consumer products, services and

communications, customer service and bottling strategies, process and tools in order to

create competitive advantage and deliver superior value.

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STRATEGIES ADOPTED BY COCA-COLA

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Coca Cola’s Globalization Strategies

The Coca Cola Company is global player and approximately 70 percent of its volume

and80 percent of its profit come from outside the United State Of America. Although it

was perceived as a standardized brand across the world, Coca Cola had been quietly fine

turning its international marketing strategies to suit the needs of individual national

markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin

American and Europe, where a heavy consumer preferred existed for lemon lime and

orange sodas. Coke had developed a wide range of formulations and flavors to cater the

needs of different countries. In Indonesia Coke had been selling pineapple and banana

flavored sodas which had been carefully developed to suit local preferences. In Japan,

Coca-Cola had added a coffee drink called Georgia and energy healthy drink named

Aquarius to its product line. In India, the Coca-Cola Company acquired the brands Limca,

Maaza and Thums Up in 1993.

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MARKETING MIX

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MARKETING MIX & STRATEGY: Marketing mix of any organization consists of 4 ps i.e. Product, price, place and

promotion having its own significance, that varies from one organization to the other. in

coca – cola the information about all the 4 P`s that can be available to me is given here:

PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor

given in the table. Product strategy of the coca-cola is to promote all brands available in

the brand packs and to introduce the product in new flavor is also introduced.

PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,

but as done for the different product of the company, company has priced the product same

as that of its major competitor or the market leader.

PLACE: the coca-cola company in India is governed from its corporate office located at

Gurgaon in Haryana . It governs the working of five zones covering whole India these

zones are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh

zone . These zones are divided in to various. Plant, which govern the area assigned to

them. The area is the various distribution centers called distributors and C&F agents. Then

come the retailers / customer for the company’s product,

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They receive good from distributor and c&f agent. Finally consumer is there, having the

product from the consumer’s shops or delivered to their home, it is more clearly visible

through this chart. The coca-cola company, which gave its reach to the mouth of billion of

people all around the world having a wide distribution, network. In India, the pace and

Speed at which coca-cola has widened its business is really amazing. Distribution network

is the biggest strength of the company.

PROMOTION: this past of the marketing is playing a very vital and important role in

the current situation in India . Looking at the competition and promotion and advertising

budget of both the companies coca-cola and Pepsi, one can easily estimate the importance

of this. The promotion mix of coca-cola is divided in to top line promotion and below the

line promotion.

Top line promotion includes the promotion designed and done by the company’s

corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and

other p-s done by the company simultaneously all around India with no difference in

designs etc fall in this category . Below the line promotion includes the promotion

schemes, publicity material, POS display done by the company from zonal, plant, sale

manager and area sales manager level. At the sales manager and area sales manager level

the promotion done exclusively for the cities in their respective area and other POS

display.

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EKOINTRODUCTION

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Eko ---- introduction

In Coca-Cola India we have been implementing an environment management system - Coca-Cola India eKO Management System - to be used as a tool to translate all the five eKO policies into action in our day to day operation. The environmental management is Institutionalized and integrated in annual business planning cycle by this eKO management system. Views of all stakeholders including outside world are taken into consideration while setting annual environmental objectives. The eKO Management System ensures that all Coca-Cola associates assume responsibility in ensuring that the environmental objectives/targets are met by constantly monitoring the environmental performance and taking ongoing corrective action whenever necessary.

A large part of our relationship with the world around us is our relationship with the physical world. While we have always sought to be sensitive to the environment, we use our resources and capabilities to provide active leadership on environmental issues, particularly those relevant to our business. We want the world, we share, to be clean and beautiful. The same sprit of innovation in bringing you different delicious beverages comes alive in implementation of our environmental programs.

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Coca-Cola's existence in India or for that matter throughout the world is for

refreshing everybody that comes in contact with us. All our products live up to

this expectation 100 %. What more positive environmental impact a product

can have than creating refreshed minds to take good care of environment?

As a leader in the beverage industry, Coca- Cola India and its business partners

introduced a series of innovation in the areas of production, distribution and

marketing like never before in India.

We have been giving environmental considerations to all our business

decisions right from inception in India in 1993 like:

Environmental due diligence before acquiring land or starting projects .

Environmental impact assessment before commencing operations .

Ground water and environmental surveys before selecting sites .

Diligent compliance with all regulatory environmental requirements

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Since 1993, we have put a ban on purchase of refrigeration equipment

containing CFCs (Know to be Ozone depleting). We buy only non-CFC

cooling equipment even if at extra cost

We have well equipped Waste Water treatment facilities manned by

trained personnel at all company owned bottling operations as a minimum

requirement

Every manufacturing plant has a designated Environmental Coordinator

and an active eKO Committee which meets every month

Our plants comply with same stringent environmental and safety

requirements in plant design and layout to minimize possibility of

accident of damage to environment. Two major plants in India are rated to

be Neutral PLP rating.

We have affected 50% water saving in last seven years of operations and

13% in year 2001. Minimizing water wastage and implementation of

recovery scheme is the key

Several of our plants are zero discharge, utilizing water within premises

only.

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We have rainwater harvesting done at a number of Plants.

We have energy conservation programs at all plants. In one year alone, in

past, the monitory savings from these amounted to around Rs. 35

millions.

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EKO

Impact & Opportunities

We use the results of research and new technology to minimize the environmental impact of our operations, equipment, products and packages, taking into account the associated cost or profit for each environmental benefit. We minimize the discharge of waste materials into the environment by employing responsible pollution prevention and control practices.

Environmentally Conscious Design

Environmental implications are key factors in the decision-making process during the design and development of new products, equipment, packages, processes and facilities.

Operations adhere to the Company's environmental requirements and applicable environmental laws and regulations when designing or modifying products, equipment, packages, processes, facilities and offices.

Operations seek opportunities to incorporate innovative environmental design principles for maximum overall environmental benefit.

Operations review capital projects for their potential environmental impact and take action to address environmental issues.

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Ongoing Environmental Improvement

Operations follow the Company's Good Environmental Practice for Measuring and Reporting Environmental Performance that requires:

- Measurement of environmental impacts.

- Setting goals for waste minimization and cost savings, documents these in annual business plans.

- Implementing continuous improvement programs.The Company updates The Coca-Cola ecosystems to accommodate changing technologies and environmental realities in consultation with environmental managers at all levels of the system and external stakeholders.

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EKO

Commitment

Our commitment to protecting and preserving the environment extends throughout our organization. We believe that having effective environmental management systems requires the involvement of employees at all levels. Our officers, managers and employees assume responsibility for daily implementation of our Environmental Management System.

Business Planning Operations incorporate environmental management and commitment into

their annual business planning cycles.

Activities that will eliminate or minimize our impact on the local environment are integrated into daily business considerations and operations.

Operations PersonnelEach Company group and division designates an environmental coordinator. Key Company support functions (Legal, Technical, Marketing, etc.) designate an environmental coordinator as appropriate.

Each plant designates a plant environmental coordinator.

Operations management provides written descriptions of roles and responsibilities for environmental coordinators, and evaluates their performance annually

Operations Support

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Operations management provides training to help personnel effectively implement initiatives to meet all applicable requirements.

Operations management ensures new employees receive an environmental orientation.

Individuals with operational environmental responsibility regularly improve their environmental knowledge and expertise by participating in users, seminars, meetings and other programs.

Company SupportThe Company develops training programs to address system wide environmental topics and provides guidance on implementation.

The Company works with our bottling partners to help them implement, at a minimum, The Coca-Cola eKOsystem or an equivalent environmental management system.

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AWARDS ACHIEVED BY COCA-COLA

AWARDS

Hindustan Coca-Cola Beverages Private Limited,

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Dasna unit, bags the“Golden Peacock Environment Management Award 2004”

The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious “Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)” for excellent environment practices and effective control of environmental impact.

The Dasna unit won this award in the Food & Beverage Industry category for its environment practices among hundreds of entries received from across the country. The annual award winner is decided on the basis of a rigorous assessment procedure, which includes a visit to the facility by a team of experts.

Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola we are committed to preserve, protect and enhance the environment and this simple belief guides us in everything that we do. We will continue to further improve our systems and are confident of making a significant positive impact on our environment in times to come.”

The award will be formally presented to the company shortly by Institute of Directors, an independent body that recognizes the achievements of manufacturing units under the categories of Environment, Quality and Corporate Governance, in association with World Environment Foundation (WEF), at an official function during the 6th World Congress on Environment Management.

The Dasna plant achieved this distinction by adhering to The Coca-Cola Company’s internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only covers environment management, but also

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takes into consideration other business aspects such as safety and loss Prevention (SLP), product quality, packaging quality, process capability improvement and customer satisfaction. Strict compliance with TCCQS, often rated as a programmed equivalent to the internationally reputed ISO 14001 System, has also enabled all the company-owned bottling plants in the country to successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).

The award has been granted after a thorough evaluation of Dasna plant’s compliance with a WEF prescribed program assessment format over a period of 1 year from 1st April 2003 to 31st Mach 2004 during which several environmental performance indicators were monitored and evaluated according to WEF’s stringent parameters: energy use, water use, wastewater discharge, compliance with Government regulations and resource utilization.

GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. The award is given both in manufacturing and service sectors.

All India Division COBO’s are now ISO 14001 certified

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All 25 of the India Division’s Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate.

The ISO 14001 certificate is the internationally recognized standard of Environmental Management.

A company must demonstrate management commitment, the total involvement of all employees and a compliance with applicable regulatory and internal company standards.

The Company started its compliance effort in February

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CARBONATED SOFT DRINK INDUSTRY

CARBONATED SOFT DRINK (CSD) INDUSTRY

Industry Structure

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There are three major participants in the production-carbonated soft

drinks. They are concentrate producers for example roughly one – half if

Pepsi – cola’s sale are through company owned bottles ; the remaining volume

is sold through franchises bottles line of soft drink in a defined territory , and

not allowed to market to market a directly competitive major brand.

The principal retail channel for channels for carbonate soft drink are

supermarkets, convenience store, vending machines fountain service, and

thousand of small outlet. Soft drinks are typically sold in glass bottle and in

plastic and cans except for fountain services.

In fountain service syrup is sold to a retail outlet. Which mixes the syrup with

carbonated water for immediate sales.

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ADVERTISEMENT AGENCY

ADVERTISEMENT AGENCY:

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In the year 1991, coca-cola went for more creative advertisements and

split the $ 200million ad account between Mr. . . CAAN ERICKSON and

CREATIVE ARTIST AGENCY (CAA) presently howler. Chaitra leo burnett

handles the coke’s account.

{ India scenario : managing the ad account earlier with a very creative

desirer ting, McCann Erickson managing the to bring out the coca-cola ad

watchers with an Annus Indies” description for the year 1988 – the year that

the Atlanta brand started moving on the thesis that…………. In the once

thunder struck and then choice arm’s reach.

Or getting wall to look red but also about getting the brand’s massage right

through the cortex onto the mind the young India mind.}

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SOFT DRINK MARKET

INDIAN SCENARIO

SOFT DRINK MARKET INDIA SCENARIO

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For Hindustan Coca-Cola Co. Pvt. Ltd. India soft drink industry is witnessing a boom time. Its growth rate is

around 20% with which such growth rate, volume could reach billion crates with in 10

years. Three major multinational companies are fighting to grab a major chunk of business

from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have

seen an enormous potential in this country. Consequently, by world standard, Indian per

capita consumption of soft drinks is still very low.

There fore these soft drinks grants feel that fire capita consumption can only grow up.

Soft drink industries has already seen and estimated sale of around 240 million crates

higher then last year’s sale of 204 million in 1998. The Main reason for such a high growth

rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is

for behind.

India is actually more vivid in taste and preference then any other country

market. Delhi jar instance, account for about 20% of total soft consumption in term of

sales.

There are about 4, 80,000 soft drinks retailers in India and their numbers are

increasing day to day. This actually means that there is just one soft drink retailer on a

population of 37,600, which is far below the international standard. Where as Philippines

has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlet on a

population of 60 million.

55


PRINCIPLES

OF

COCA-COLA

INDIA

PRINCIPLES OF COCA-COLA INDIA

56

For Hindustan Coca-Cola Co. Pvt. Ltd. We will conduct ourselves and business activates with the highest standard of

honestly integrity, and professionalism.

We will recognize the positive contributions that we make individual and team

member to produce our business success.

We will recognize the positives contribution that we makes individual and term

member to produce our business success.

We will encourage a learning environment where the people can constantly grow

developed and contribute.

We will strive for excellence and seek continue improvement in everything we do.

We will respect the entire stake holder, including employees and suppliers and instill

them with a person to deliver the highest employees and suppliers and instill them

with a passion to deliver the highest quality good and services.

POLICY

57

For Hindustan Coca-Cola Co. Pvt. Ltd. The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It shows in our

every action. We relentlessly strive to exceed the world's ever-changing expectations

because keeping our Quality promise in the marketplace is our highest business objective

and our enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment because

Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

STRATEGY ADOPTED BY COCA-COLA TO INCREASE

58


THE NUMBER OF CONSUMERS

The 3 A's is the underlying strategy for meeting company goals to increase no. of

consumers. The 3 A's are: -

Availability:To increase the availability of Coca-Cola products in an improved or innovative new

Packaging, dispensing systems, distribution systems, marketing programs and training and

development programs.

Affordability: The consumer can afford the Coca-Cola products at a very reasonable price.

Acceptability: Making Coca-Cola brand is the beverage choice for any occasion depends on the likings,

taste and preferences of the target audience. Acceptability can also be increased through

advertising, sponsorships, promotions; youth market activities, community programs and

other activities.

59


INTRODUCTION

TO

PROJECT STUDY

60


OBJECTIVES OF STUDY

61


OBJECTIVES OF STUDY

1. To check out the availability of several promotional scheme of coca-cola for the

dealers.

2. To find out the retailers response regarding the various promotion schemes of

Coca-Cola and to judge to judge its impact on retailers.

3. To make an overall assessment of specified market to provide a better

promotional scheme for the dealers.

4. To draw a comparative analysis of promotional schemes.

62


RESEARCH METHODOLOGY

Problem Definition: - Identification of those retailers who are not satisfied with

promotional schemes of Coca-Cola’s

Sources of Data: - Primary

The study was conducted with the help of specified

format of the company. All the comparison was made wholly depending on

information gathered first hand.

Research Instruments: - Observation and asking questions according to the provided

format for the retailers.

63


Research Technique: -

Questionnaire

1. Name of the outlet? …………………………………

2. Name of the dealer? ……………………………

3. Are you having ‘Rack charge Karo Mobile recharge karo ` scheme?Yes No

4. Date of joining the scheme. ……………..

5. How did you come to know about this scheme? Salesman. MIT. Visitor. Other outlet. Others………………………

6. What did you join this scheme for? Prizes. Money. Display. Enrich relations with ‘coke`. Any other…………………….

7. What would you like the most to get as prize? Cash. Gifts Trips Prepaid connection. Recharge card . Any other………………..

64


8. What is the display status?

Warm. Cool.

9. Do you have any problem regarding this scheme? Salesman. Prize distribution . Any other …………………

10. Which is the most exciting scheme you have participated yet in ‘coca-cola`.

…………………………………………..

11. Which is the most exciting scheme you have participated yet in Any other brand?………………………………………….

12. What improvement would you like to have in this scheme?…………………………………………

13. According to you what should be the duration for these sort of scheme?

One month. Three month. Six month. One year.

65


SAMPLING AREA

66


Sample Area: -

To conduct the study of my project, marketing department of Coca-Cola gave me a

region of South Delhi. Under the guidance of distributor I covered following areas.

TOTAL – 150 OUTLETS

67

CENTRAL DELHI

K.G MARG,

SHANKAR MKT.

L.N.J.P,AJMERI GATEH.C.M LANE,

MEERA BAZAR

PARLIAMENT STREET

C. P,GOLE MKT.

RED CROSS,RED FORT

I.T.O LANE, BAL BHAWAN

DELHI GATE,ANSARI MARKET


DATA SORTING,

ANALYSING

AND

INTERPRETATION

68


1. NUMBEROF RETAILERS GETTING THE

INFORMATION ABOUT THE PROMOTIONAL

SCHEME FROM THE DIFFERENT SOURCES:

Salesman - 117

M.I.T - 8

Visitor - 18

Other Outlets - 7

TOTAL___-__150___

69


2. THE PUROSE OF JOINING THIS SCHEME BY THE RETAILERS IS :

Prize - 65 Money - 45 Display - 24 Enrich relation with coke - 16 ________________________________________

TOTAL - 150

As shown in the table 65 retailers had a opinion that they should get something

back from the coke with regarded to sales in terms of gift & reward. This

provide to be a motivating factor for them .another 45 were demanding for

monetary profit because it would help them in their business. Yet another 24

demanded display facilities which helps them to increase their sales rest 16 had

totally different opinion i.e. outlets wanted only good relation with the

company.

70


71


3. AFTER ANALYSNG THE MARKET THE MOST DEMANDING ITEM AS A PRIZE BY THE DEALARS :

Cash - 52 Gifts - 73 Trips - 12 Prepaid connection - 7 Recharge coupons - 6 _____________________________ TOTAL - 150

72


4. MANY RETAILERS WILL SHOW THE DISPLAY OF COCA –COLA ON THEIR SHOPE IS A :

Warm - 84 Cool - 66 _________________ TOTAL - 150

73


5. ACCORDING TO RETAILERS THE DURATION OF

THESE SORTS OF SCHMES SHOULD BE:

One Month - 25 Three Month - 68 Six Month - 47 One year - 10 _____________________ TOTAL - 150

25 outlets suggested towards the one month scheme by which they got regular

and new scheme and more gift. 68 outlets were the favor of three months

scheme as they throught that 3 month schemes are much more profitable then

one month scheme. They can get more refunds from this scheme. They didn’t

for one year or six month scheme because they were also having a view of

getting new scheme from time to time and same was the view of outlets who

voted for six month & one year scheme

74


75


6. THE DIFFERENT EXICITING SCHEME OF COCA-COLA PARTICEPATED BY THE DIFFERENT OUTLETS.

Cash discount scheme - 82 Scratch card - 23Rack points - 30 Run collection - 15

______________________________ TOTAL - 150 As show in the figure 82 outlets are prefer the cash discount scheme by coca-

cola by which they got investment to get increase their business . and 23

outlets are at scratch card scheme side in which they got surprise gift and 30 of

them suggest the rack schemes in which they got gifts on display of racks and

15 is for run collection the collects the point as runs and sum of the points got

the gifts .

76


77


7. You will get proper scheme.

Yes 86%

No 14%

78


INTERPRETATION

Many retailers joined the schemes to get something back from the coke.

This provides to be a motivating factor for them.

As the figures say that short terms schemes for 6 month gives more time

to outlet to achieve their target.

79


LIMITATIONS

OF

STUDY

80


LIMITATIONS OF STUDY

1. Retailers are reluctant to discuss the problems in detail and are not willing to provide

the exact information of each brand and sizes to the researcher.

2. The no. of outlet sample was less to draw any conclusion of channel wise sales.

3. The time period of study is just 8 weeks, under such constraints the study cannot be

undertaken comprehensively.

4. Geographically area of Delhi was a big one and outlet were locationally scattered in the

nature. Thus was a difficult thing to cover even a single route in a day.

5. It being a dynamic market, where competition is cut throat, even outlet change their

response very frequently, thus at a time are biased.

81


FINDINGS

Following are the findings of the survey, which I observed during the survey:

According to analysis Salesman informed more about the promotional

schemes as compared to other.

Cash is more demanding item in market by outlets as because it gives

them a financial support to their business.

The outlets join the schemes to motivate themselves by getting high prize

by company.

82


SUGGESTIONS

AND

RECOMMENDATIONS

83


SUGGESTIONS AND RECOMMENDATIONS

These are the following suggestions, which I recommend to the distributor.

Launching schemes which should act as counter attack schemes for

competitors

In order to raise the sales and compete he market the distributor should

give some extra scheme to its retailers.

New frequently scheme should be launched.

In short-term scheme for 6 month should be launched in comparison to

other brand.

84


BIBLIOGRAPHY

85


BIBLIOGRAPHY

The Basics of Coca-Cola: -

Publisher: Coca-Cola Company

Books: -

Author Name - G.C.Beri

Book Title - Marketing Research

Edition Number - Third Edition

Publisher - Tata Mc-Graw Hill

Pages Of Citation - 41, 92, 162, 339

Others books:-

Author Name - S.p gupta

Book Title - Research

Edition Number - Third Edition

Publisher - Tata Mc-Graw Hill

86


Internet: -

Sites:

www.cocacola.com

www.google.com

www.coca-colaindia.com

www.myenjoyzone.com

87

http://WWW.Coca-colaindia.com/

http://www.google.com/


QUESTIONNAIRE

88


QUESTIONNARE :

Route No. :-

Name of outlet :-

Contact person :

Address :-

1 . Type of Channel:-

(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other

2. Infrastructure of retail outlet :-

(A) Pepsi Coca-Cola

(a) Empty (i) (i)

(b)Vision/oye (ii) (ii)

(c ) Ice box (iii) (iii)

(d) Signage (iv) (iv)

89

For Hindustan Coca-Cola Co. Pvt. Ltd. 3.Pack availability of a daily average sale :-

(B) Pepsi Coca-Cola

(a) 200ml (i) (i)

(b ) 300ml (ii) (ii)

(c ) 500ml (iii) (iii)

(d) 2000ml (iv) (iv)

(e) Aquafina/Kinley (v) (v)

4.

Facilities Preovided by company:

( c)

Facilities Pepsi coca-Cola

(a) Cash Discount (i) (i)

(b) Credit (ii) (ii)

(c) Empty loan (iii) (iii)

(d) Other (iv) (iv)

5. Types of Status:

(a) Pepsi monopoly (b) Coca-Cola monopoly (c) Mix

90

For Hindustan Coca-Cola Co. Pvt. Ltd. 5. Which company product you sell more? (a)

Pepsi (b) Coca-C0la (c) Both

6. Why you prefer Pepsi /Coke or mix (please. Rank it):

(a) Consumer demand

(b) Service

(c) Scheme

(d) Personal relationship with company employee

(e) Facility provided by the company

(f) Relation with root agent

(g) Company staff frequently visit

7. Retailer satisfaction regarding service:

(i) which company provide better delivery

a) Pepsi (b) Coke (c) Both (d) None

(ii) which company vehicle arrives on time:

(a) Pepsi (b) Coke (c) Both (d) None

(iii) which company provides better service in emergency


(iv) which company’s vehicle is more regular in visit:


91


9. Retailer satisfaction equipment:

(i) which company provides better scheme (visi/oye)


(ii) Which company provides better scheme for ice box:


10. Retailer satisfaction scheme:

(i) Which company comes out with good schemes:


(ii) Which company executes his marketing scheme:


92


(iii) Which company provides better option for marketing scheme:

(a) Pepsi (b) Coke (c) Both (d) none

(iv) Which company offers other more trade scheme:


(v) Which company offers more value trade scheme:


11. Regular satisfaction relationship:

(i) Which company route agent behaves more supportively and professionally:


(ii) Which company official visits more frequently:

(a)Pepsi (b) Coke (c) Both (d) None

93

For Hindustan Coca-Cola Co. Pvt. Ltd. (iii) Which company officer provide better solutions:


12. Problem (if any):

13. Suggestion (if any) :

RETAILOR ‘S SIGNATURE

94

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