Report Summer Internship at HCCBPL

Chapter 1INTRODUCTION

The beverage industry companies run mainly on the factors such as availability, service frequency, affordability, taste and marketing. Availability plays a vital role because purchasing power depends upon availability of that product, in this case distributors and retailers service matter a lot.

A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing.

Market penetration is one of the four growth strategies of the Product-Market Growth Matrix defined by Ansoff. It occurs when a company enters or penetrates a market with current products. The best way to achieve this is by gaining competitors customers (part of their market share). Other ways include attracting non-users of the product or convincing current clients to use more of your product/service (by advertising etc).

It was found that due to low consumption of Maaza, there is no much awareness of the product in Ernakulam city. It was the major cause to the low selling of Maaza. Like that the penetration level was low.

Finally the whole study of the research work was that the company needs the effective advertising of the product in the local channel and print media for awareness of Maaza in Ernakulam city.

1.1 OBJECTIVES To understand and increase the market penetration of MAAZA and know the consumer preference & demand. To find out whether any problems are faced by the retailers which are in turn affecting the sales. To study the brand awareness among consumer. To find out the retailer promotional activities for MAAZA. To study the consumers behavior and preferences.

1.2 SCOPE OF THE STUDYThis project aims at the market opportunity for Maaza in Ernakulam district along with a small comparative study of its competitors. It also helps to study various promotional tools adopted to boost the sales by the Coca-Cola Company. It enables to know the market structure, customer behavior, recent trends in market and general aspects of the market behavior.

1.3 RESEARCH METHODOLOGY

Primary data:Primary data is the data that is generated by the researcher for the specific purpose of research situation at hand. The primary data in this study is collected through Questionnaire and observation.

Secondary data:Secondary data is already published data collected for some purposes other than confronting the researcher at a given point of time. The secondary data here is collected from the internet, journals and text books.

1.4 LIMITATIONS

Some retailers presented their biased opinion which put hindrance in the interpretation. The duration of the study was limited. Non cooperative behavior of the retailers.

Chapter 2INDUSTRY PROFILE

2.1 INTRODUCTION TO SOFT DRINKS

A soft drink (also called soda, pop, coke, soda pop, fizzy drink, seltzer, mineral, lolly water or carbonated beverage) is a beverage that typically contains carbonated water, a sweetener and a flavoring. The sweetener may be sugar, high-fructose corn syrup, fruit juice, sugar substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also contain caffeine, colorings, preservatives and other ingredients. Soft drinks are called "soft" in contrast to "hard drinks" (alcoholic beverages). Small amounts of alcohol may be present in a soft drink, but the alcohol content must be less than 0.5% of the total volume if the drink is to be considered non-alcoholic.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. Cola products account for over 60% of the total soft drink market and include popularbrands such as Coca-Cola, Pepsi, and Thumps up etc. Non-cola segment constitutes for over35% of the market.

2.2 PRODUCTION

There are different types of raw materials used in different soft drinks. Most of the raw materials are as under: Water:The simple sweetened soft drink contains about 90% of water, while in diet drinks; it contains 95% of water.

Flavour:Flavour is of great importance in soft drink. Even water from different places has different taste. The flavour for taste added can be natural or artificial, acidic, caffeine.

Artificial Flavour:These are the flavours manufactured from natural extracts; this is used to give greater choice, in taste to consumers.

Acids:Acids like citric acid & phosphoric acid are added to give refreshing tartness or bite & help in preserving the quality of a drink.

Natural Flavours:These are the flavours, which are extracted from fruits, vegetables, nuts, barks, leaves etc. in soft drink containing natural flavours& fruitjuice.

Caffeine:Caffeine has special kind of taste makes the taste of soft drink a royal one. Caffeine was added to soft drink from its introduction to a commercial market but now caffeine free soft drinks are also available. Its quality is than compared with same amount of coffee.

Carbon Dioxide:Carbon Dioxide is a colourless & smell less gas, which is added to cold drink to get bubble & it also help in keeping drink strong & fresh.

Colour:Along with taste of soft drink is also of very important, the company tries to maintain both taste &colour of the soft drink everywhere in the world.

Sugar:Sugar syrup is added to the drink at around 75 degree Celsius to the pure drinking water, this is to make soft drink taste sweet. Even artificial sweetness is also used.

3.3 SOFT DRINK IN INDIAIndia is potentially one of the largest consumer markets in the world with a population of more than one billion. Soft drink is a typical consumer product purchased by individuals to quench thirst and refreshment. In olden days people used to quench their thirst by taking "Water" and "Ganna Juice'' which is still prevailing in the market. But as the people became more and more advanced and efficient, there was a felt needed for more sophisticated means of satisfying thirst, which ultimately gave way to the production of the modern soft drinks.Introduction of soft drinks in the name of coca cola was first created in 1886 in USA by Dr. John S. Perberton who perfected the formula for coca cola. It was the first foreign brand introduced in India during 1965. The Parle came up by introducing "GOLD SPOT" in orange flavour, it was really a challenging task for Parle to position its product i.e. Gold Spot in the market against the Coca-Cola because people were habituated of using foreign brands. Therefore, first it was launched in Mumbai and free sampling was done in hotels, restaurants, offices and clubs to make the people aware about the taste and quality because it was quite different from cola coke in the attributes. Parle increased its production unit up to 29, which was more than coca cola that had only 23-production unit at that time.During the reign of Janta party in 1978, the Indian government cancelled collaboration with U.S.A. Coca Cola Company. Therefore, the coca cola decided to wind up the Operation rather than bowing to Indian govt. This very factor accelerated the growth of several Indian companies who had aggressively competing with each other to capture a major share of the Indian soft drink market. New soft drinks entered into the market among which FROOTl, JUMPIN and TREETOP entered in tetra packs and they started grabbing the market share in absence of the cola giant.In 1991, about thirteen years after the exit of coca cola from Indian market, A MNC, globally known as P.C.I. (Pepsi Cola International) entered the Indian market with PFL (Pepsi Food Ltd.). Its president, Christopher found a large scope for this soft drink in India.Both PFL and Parle were the main bottlers in the soft drink arena. There was a cutthroat competition between them. Now (in 1993) Coca Cola has re-entered into the Indian market and has acquired five brands of Parle i.e. Thumps up, Limca, Citra, and Gold Spot. Thus, Coca Cola has become the close competitors of PFL and they are fighting each other to gain a clear edge over the other.The Indian soft drink market industry is estimated at a whoopingRs.2000 crores and growing at an encouraging pace of 16% per annum.

3.5 A TIMELINE OF SOFT DRINK INVENTION1798:The term "soda water" first coined. 1819:The "soda fountain" patented by Samuel Fahnestock. 1835:The first bottled soda water in the U.S.1861:The term "pop" first coined. 1874:The first ice-cream soda sold. 1881:The first cola-flavored beverage introduced. 1886:Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1898:"Pepsi-Cola" is invented by Caleb Bradham. 1923:Six-pack soft drink cartons called "Hom-Paks" created. 1957:The first aluminum cans used. 1959:The first diet cola sold. 1970 Plastic bottles are used for soft drinks.1973 The PET (Polyethylene Terephthalate) bottle created

Chapter 3COMPANY PROFILE

3.1 INTRODUCTION TypePrivate

IndustryBeverage

Founded1886

Founder(s) Asa Griggs Candler, John Pemberton created the soft drink/beverage "Coca-Cola", but it was Asa Candler, who founded The Coca-Cola Company.

HeadquartersAtlanta, Georgia, U.S

Area servedWorldwide

Key people Muhtar Kent(Chairman and CEO) AhmetBozer (Exec. Vice Pres.)

RevenueUS$ 46.854 billion (2013)

Employees130600 (Dec2013)

WebsiteCoca-colacompany.com

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company, best known for its flagship product Coca-Cola, is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30, 1851 - March 12, 1929), who incorporated The Coca-Cola Company in 1892. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks.

3.2 MISSIONThe mission of the company declares its purpose. It serves as the standard against which the company weighs its actions and decisions. To refresh theworld in body, mind and spirit. To inspire moments of optimism and happiness through brands and actions. To create value and make a difference.

3.3 VISIONThe vision guides every aspect of the business by describing what the company needs to accomplish in order to continue achieving sustainable growth. People: Being a great place to work where people are inspired to be thebest they can be. Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurturing a winning network of customers and suppliers, together they create a mutual, enduring value. Planet: Being a responsible citizen that makes a difference by helpingbuild and support sustainable communities. Profit: Maximizing long-term return to shareowners while being mind full of overall responsibilities

3.4 HISTORY OF COCA-COLACoca-Cola was first introduced by John Syth Pemberton, apharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first distributed the product by carrying it in a jug down the street to Jacobs Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that wasproclaimed delicious and refreshing, a theme that continues to echo today wherever Coca-Cola is enjoyed.Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name andpenned Coca-Cola in the unique flowing script that is famous worldwide even today. He suggested that the two Cs would look well in advertising. The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try the new and popular soda fountain drink. Hand-painted oil cloth signs reading Coca-Cola appeared on store awnings, with the suggestions Drink added to inform passersby that the new beverage was for soda fountain refreshment.By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the soft drink ever since. For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. Within fouryears, his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. With his brother, John S. Candler, John Pembertons former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation named the Coca-Cola Company. The trademark Coca-Cola, used in the marketplace since 1886, was registered in the United States Patent Office on January 31, 1893.The business continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the following year. In 1895, three years after The Coca-Cola Companys in corporation, Mr. Asa G. Candler announced in his annual report to share owners that Coca-Cola is now drunkin every state and territory in the United States.As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A newbuilding erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands around the worldToday, the Coca-Cola Company sells its nearly 400 beverage brands in over 200 countries. Well-known brands are Coca-Cola, Fanta, Aquarius, Sprite, BonAqua, Ciel, Powerade, Minute Maid and Nestea.

3.5 PRODUCT AND BRANDING3.5.1 Coca-ColaCoca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was introduced in1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. Coca-Cola might owe its origins to the United States; but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.

Variety

Cans300ml, 330ml

RGB200ml, 300ml, 330ml

Pet350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain GlassVarious sizes

3.5.2 Diet CokeLaunched in 1982 in America, Diet Coke (also known as Coca-Cola Light in some countries has become the worlds third largest soft drink.

Variety

Cans300ml, 330ml

Pet350ml, 500ml, 600ml,

3.5.3 Thums UpThums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

Variety

Cans300ml, 330ml

RGB200ml, 300ml, 330ml

Pet350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain GlassVarious sizes

3.5.4 SpriteSprite is the world's leading lemon-lime flavored soft drink. Since its inception is 1999, Sprite has not only established itself as a brand which successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today Sprite is one of the top two sparkling soft drinks in the country. Millions ofpeople enjoy Sprite because of its crisp, clean taste that really quenches ones thirst.

Variety

Cans300ml, 330ml

RGB200ml, 300ml, 330ml

Pet350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain GlassVarious sizes

3.5.5 FantaFanta entered the Indian market in the year 1993. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.

Variety

Cans300ml, 330ml

RGB200ml, 300ml, 330ml

Pet350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain GlassVarious sizes

3.5.6 LimcaBorn in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the single minded proposition of the brand as the provider of "Freshness".

Variety

Cans300ml, 330ml

RGB200ml, 300ml, 330ml

Pet350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain GlassVarious sizes

3.5.7 MaazaIntroduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice.

Variety

Cans300ml, 330ml

RGB200ml, 300ml, 330ml

Pet350ml, 400ml, 500ml, 600ml, 1250ml, 1500ml, 2000ml, 2250ml

Fountain GlassVarious sizes

3.5.8 Minute-MaidThe brand launched in its internationally successful minute maid pulpy Orange avatar is a naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to the presence of real orange pulp. This innovative consumer proposition is best explained by the brand tagline Refreshing orange, surprisingly pulpy. Now the minute maid is available in flavors like Mango, Apple, Guava, Nimbu Fresh and mixed fruit.

Variety of Pulpy Orange

Pet400ml, 1L

Tetrapak200ml

3.5.9Kinley WaterKinley water comes with the assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with reverse osmosis along with the latest technology to ensure purity of our product. Because we believe that right to pure, safe drinking water is fundamental.

Variety

Pet500ml, 1000ml, 2L, 20L, 25L

3.5.10 Georgia GoldIntroduced in 2004, the GEORGIA Gold range of tea and coffee beverage is the perfect solution for your office and restaurant needs.

Variety

Hot Beverages Coffee, Tea, Hot Chocolate 90-150ml

Cold Beverages Lemon Iced Tea, Peach Iced Tea, Cold Coffee 200-400ml for Iced Tea, 130-250ml for Cold Coffee

3.6 MILESTONES Year 1899: The first bottling agreement Year 1916: Birth of the Contour Bottle In the 1920s: Bottling overtakes fountain sales In the 1920s and 1930s: International expansion In the 1940s: Post-war growth In the 1950s: Packaging innovations In the 1960s: Introduction of new brands In the 1970s and 1980s: Consolidation to serve customers 1992: Coca-Cola resumes operations in India 1993: Parle brands acquired (Thums Up, Limca, Maaza, Gold Spot, Citra) 1997: Formation of Hindustan Coca-Cola Beverages Private Limited erstwhile Hindustan Coca-Cola Bottling SouthWest Private Limited 2005: Formation of Bottling Investments Group (BIG) and Independent HCCBPL Management Team in India 2006-07: Moves towards being World Class selling Organization 2008-11: Stable & Sustainable Performance towards World Class Bottling 2011: HCCBPL crosses 400 Million Unit Case sales

Chapter 4ORGANIZATION STRUCTUREOrganization is the foundation upon which the whole structure of management is built. Organization is related with developing a frame work where the total work is divided into manageable components in order to facilitate the achievement of objectives or goals. Thus, organization is the structure or mechanism (machinery) that enables living things to work together. In a static sense, an organization is a structure or machinery manned by group of individuals who are working together towards a common goal. The term 'organization' is used in four different senses: as a process, as a structure of relationship, as a group of persons and as a system, as given below:Organization as a Process: In this first sense, organization is treated as a dynamic process and a managerial activity which is essential for planning the utilization of company's resources, plant and equipment materials, money and people to accomplish the various objectives.Organization as a Framework of Relationship: In the second sense organization refers to the structure of relationships and among position jobs which is created to release certain objectives. According to Mooney and Reily, "Organization is the form of every human association for the attainment of a common purpose."Organization as a Group of persons: In the third sense, organization is very often viewed as a group of persons contributing their efforts towards certain goals. Organization begins when people combine their efforts for some common purpose. It is a universal truth that an individual is unable ability and resources. Barnard has defined 'Organization' as an identifiable group of people contributing their efforts towards the attainment of goals.Organization as a System: In the fourth sense, the organization is viewed as a system. System concepts recognize that organizations are made up of components each of which has unique properties, capabilities and mutual relationship. The constituent element of a system is linked together in such complex ways that actions taken by one producer have far reaching effect on others.

4.1 ORGANIZATION CHARTIn order to achieve the desired goals, sound and effective organizational structure is necessary. Organizational structure is the system of job positions, roles assigned to these positions and specifying authority, responsibility and task of every position. The structure undoubtedly provides basic framework for executive and employees to perform their task smoothly.Organization structure of a company can be shown in a chart. Such chart indicates how different departments are interlinked on the basis of authority and responsibility. It is a simple diagrammatic method of describing an organization structure. It indicates how the departments are linked together on the basis of authority and responsibility. Such organization chart provides information of the organization structure at a glance. Organization chart is like a blue print of a building. It indicates the number and types of departments, superior-subordinate relationship, chain of command and communication. Such type of an organizational chart of HCCBPL is described below:

Organizational chart

Chapter 5DEPARTMENTS AND THEIR FUNCTIONS

5.1 VARIOUS DEPARTMENTS5.1.1 COMMERCIAL DEPARTMENT

CAPABILITY DEVELOPMENT DEPARTMENTThis department comprises of sales trainers. Sales training is a very important component of hiring a new employee. It can take up to 90 days for a new employee to become acclimated to selling your product or service; therefore, having effective training implemented early on will help both the new employee and your organization. Sales training is a method of teaching employees how to accurately and effectively offer a product or service to a customer, follow through and close the deal.

KEY ACCOUNTSA key account manager handles the most important accounts in an organization. These accounts are considered important because of their high level of profitability or since they are the most strategic to an organization. A key account manager develops a good working relationship with customers to enhance customer satisfaction and customer retention.

CHANNEL MANAGEMENT

Channel management is a term that refers to the way that a business or supplier of products uses various marketing techniques and sales strategies to reach the widest possible customer base. The channels are all of the various outlets by which the product is marketed and sold to customers. When done properly, channel management motivates those channels to sell the product and ultimately develops a better relationship between customer and product. This is achieved by identifying the goals for each distinctive channel and then implementing various marketing strategies to make sure that those goals are attained, all while staying consistent to the overall brand of the business.The marketing department looks after how the production of the company can be promoted in the market. This department thinks of schemes to be given along with the product. It can be in form of discount or sample ofnew product is given free or anything else.

CONCEPT OF RED: Right Execution DailyHindustan Coca Cola Beverages Pvt. Ltd. India division Under Eurasia Operating Group has been working on RED i.e. Right Execution Daily Since February 2006.Coca Cola Company believes that its success depends on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire, needs and lifestyles choices, company success further depends on the ability of their people by execute effectively every day.Right Execution Daily is segregated under two important points, they are as follows:1. Visi Cooler: Visi cooler is the Sales Generating Assets, which not only make the beverages product chilled which the company served its customers at the purchase point but also attract the number of shoppers or consumers in a given universe to buy company products.2. Availability: - Under Availability, company ensures that their all products are available at the shop as per the standards of the company to serves the consumers or the shoppers. The main focuses ofAvailability are as follows: The company products are available at the shop in full flavor& range. Consumers have enough choice to select the companys beverage products as per their desire. 10 to 15% of total shoppers are those who drink only particular brand & particular brand & particular flavor. So, company doesnt want to lose that consumer also.

5.1.2 ROUTE TO MARKET

Route-to-Market (RTM) is a simple but very powerful methodology for driving profitable growth. The company use RTM to take their products and services to market in the most productive way possible.RTM provides a quick and proven methodology for aligning marketing, sales and distribution, and for optimizing spending in these areas, which can total 30% or more of operating expenses. Optimizing spending in these areas provides the next step for profitable growth because most companies have already obtained as much benefit as they can from optimizing their supply chains, manufacturing and finance.The company uses RTM to: Spend less and sell more. Get the right products and services to the right customers at the right time. Retain existing customers and secure profitable new customers. Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle.

5.1.3 FINANCE DEPARTMENTThis department looks after all financial needs of the companys any department. To expand the business or to yet it divers the company should look that is this department has enough finance to do so or not.

5.1.4 BUSINESS SUPPORT GROUP DEPARTMENTBusiness Support Systems (BSS) are the components that a telecommunications service provider (or telco) uses to run its business operations towards customers. This department deals with the taking of orders, payment issues, revenues, etc. It supports four processes: product management, order management, revenue management and customer management.

Human Resource Information SystemsA system which seeks tomergetheactivitiesassociatedwithhuman resource management (HRM)andinformation technology (IT)into onecommondatabasethrough the use ofenterprise resource planning (ERP)software. Thegoalof HRIS is to merge the differentpartsofhuman resources, includingpayroll,labor productivity, andbenefitmanagementinto a lesscapital-intensivesystem than the mainframes usedto manageactivities in the past. It is alsocalledHuman Resource ManagementSystems(HRMS).

5.1.5 HR DEPARTMENT

This department is designed to maximize employee performance in service of their employers strategic objectives. HR is primarily concerned with how people are managed within organizations, focusing on policies and systems. It consists of putting right number of people, right kind of people at the right place, right time, doing the right things for which they are suited for the achievement of goals of the organization HR departments and units in organizations are typically responsible for a number of activities, including employee recruitment, training and development, performance appraisal, and rewarding (e.g., managing pay and benefit systems). HR is also concerned with industrial relations, that is, the balancing of organizational practices with regulations arising from collective bargaining and governmental laws.

The duty of an administrator depends on the company that the administrator works for. However, general skills exist that apply to most administrators across varied organizations. One of the primary duties of an administrator is to ensure that the organization operates with efficiency. This requires a set of skills that can handle the many different people and situations within the organization. Specific skills essential to an effective administrator include good communication and being organized.

5.1.5 SALES DEPARTMENTThis department looks after the sale of the production, the Coca Cola has an indirect distribution channel of supply, this department plays a major role. There are more than 300,000 retail outlets across the country& to keep watch on this outlet is duty of sales department, so that this outlet never cheats the consumer.

A direct channel of distribution is the shortest and simplest form of distribution channel; it has become increasingly common since the advent of the Internet. A direct channel of distribution describes a situation in which the producer sells a product directly to a consumer without the help of intermediaries. A direct chain of distribution may involve face-to-face sales, computer sales or mail order but does not involve any form of distributor other than the original producer. Chains of distribution that involve nonaffiliated retailers or wholesalers cannot be described as direct channels of distribution and are instead classified as indirect chains of distribution.

Distributors, wholesalers and retailers are the primary indirect channels a company may use when selling its products in the marketplace. Companies choose the indirect channel best suited for their product to obtain the best market share; it also allows them to focus on producing their goods.

DISTRIBUTION SYSTEM

Directdistribution: In direct distribution, the bottling unit or thebottler partner has direct control over the activities of sales, delivery, and merchandising and local account management at the store level.

Indirect distribution: In indirect distribution, an organization which is not part of the Coca-Cola system has control on one or more of the distributionelements(Sales,delivery,merchandisingandlocalaccount management)

Merchandising: Merchandisingmeanscommunicationwiththe consumer at the point of purchase to convey product benefit, value and Quality.Sales people and delivery personnel both have this responsibility. In certain locations special teams go into business locations to specifically merchandise our products.

5.2 SWOT ANALYSISA SWOT analysis is a look at a companys strengths, weaknesses, opportunities, and threats, and is a tremendous way to gain a detailed and thorough perspective on a company and its future. ASWOT analysisis a structuredplanningmethod used to evaluate thestrengths,weaknesses,opportunities, andthreats involved in aprojector in abusinessventure. A SWOT analysis can be carried out for a product, place, industry or person. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. Identification of SWOTs is important because they can inform later steps in planning to achieve the objective. First, the decision makers should consider whether the objective is attainable, given the SWOTs. If the objective isnotattainable a different objective must be selected and the process repeated. Users of SWOT analysis need to ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities, and threats) to make the analysis useful and find their competitive advantage.

STRENGTHS: Popularity Well known Branding obvious and easily recognized A lot of finance Customer loyalty International TradeCoca Cola is an extremely recognizable company. Popularity is one of its superior strengths that is virtuallyincomparable.Coca Colais knownvery well worldwide.It's branding is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. Without a doubt,no beverage company compares to Coca Cola's social popularity status. Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying. At the other end of the spectrum, certain individuals choose not to drink coke, based solely on rebelling from the world's idea that coke is something of such great power. Overwhelming is the best word to describe Coca Cola's popularity. It is scary to think that its popularity has been constantly growing over the years and the possibility that there is still room to grow. If you speak the words Coca Cola, it would definitely be recognized all around the world. Money is another thing that is a strength of the company. Coca Cola deals with massive amounts of money all year. Like all businesses, they have had their ups and downs financially, but they have done well in this compartment and will continue to do well and improve. The money they are earning is substantially better than most beverage companies, and with that money, they put back into their own company so that they can improve. Another strength that is very important to Coca Cola is customer loyalty. The 80/20 rule comes into effect in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles and cases of a product such as coke in a house. It seems that some people would drink coke religiously like some people would drink water and milk. This is an improbable feat. Customers will continually purchase these products, and will probably do so for a very long time. If two parents were avid Coca Cola drinkers, this will be passed down do their children as they grow loyal to the company. With Coca Colas ability to sell their product all over the world, customers will continue to buy what they know and what they likeCoca Cola products.

WEAKNESS Word of mouth Lack of popularity of many Coca Colas brands Most unknown and rarely seen Result of low profile or non-existent advertising Health issuesCoca Cola is a very successful company, with limited weaknesses. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, and the products in which they produce. Word of mouth unfortunately is something that is very hard to control. While people will have their opinions, you have to try to sway their negative views. If bad comments and views are put out to people who have yet to try Coca Cola products, then that could produce a lost customer which shows why word of mouth is a weakness. Another aspect that could be viewed as a weakness is the lack of popularity of many of Coca Colas drinks. Many drinks that they produce are extremely popular such as Coke and Sprite but this company has approximately 400 different drink types. Most are unknown and rarely seen for available purchase. These drinks do not probably taste bad, but are rather a result of low profile or nonexistent advertising. This is a weakness that needs to be looked at when analyzing their company. Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like coke is not very beneficial to your body and your health. With todays constant shift to health products, some products could possibly loose customers. This new focus on weight and health could be a problem for the product that are labeled detrimental to your health.

OPPORTUNITIES Many successful brands to pursue Advertise its less popular products Buy out competition. More Brand recognitionCoca Cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to advertise its less popular products. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Another opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business. However, with Coca Colas power and success, such a task is not impossible. Coca Cola has bought out a countless number of drink brands. An easy way to turn their profit into your profit is too buy out their company. Even though this may cost a vast amount of money initially, in the long run, if all goes to plan, it results in a large profit. Also, the company will no longer need to worry about this product being part of the competition. Brand recognition is the significant factor affecting Cokes competitive position. Coca Cola is known well throughout 90% of the world population today. Now Coca Cola wants to get there brand name known even better and possibly get closer and closer to 100%. It is an opportunity that most companies will ever dream of, and would be a supreme accomplishment. Coca Cola has an opportunity to continue to widen the gap between them and their competitors.

THREATS Changing health-consciousness attitude Legal issues Health ministers Competition (Pepsi)Despite the fact that Coca Cola dominates its market, it still has to deal with many threats. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. This definitely needs to be viewed as a dominant threat. In todays world, people are constantly trying to change their eating and drinking habits. This could directly affect the sale of Coca Colas products. Another possible issue is the legal side of things. There are always issues with a company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca Cola has to be careful with lawsuits. Health minister could also be looked at as a threat. Again, some people may try to exploit the unhealthy side of Coca Colas products and could threaten the status and success of sales. Other threats are of course the competition. Coca Colas main competition being Pepsi, sells a very similar drink. Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. Other product such as juices, coffee, and milk are threats. These other beverage options could take precedent in some peoples minds over Coca Colas beverages and this could threaten the potential success it presents again.

Chapter 6LITERATURE REVIEWMarketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. It is a critical business function for attracting customers.The Chartered Institute of Marketing defines marketing as 'The management process responsible for identifying, anticipating and satisfying customer requirements profitably'.Philip Kotler defines marketing as satisfying needs and wants through an exchange process'.A saleis the act ofselling a product or service in return for money or other compensation. Signaling completion of the prospective stage, it is the beginning of an engagement between customer and vendor or the extension of that engagement.Marketing and sales differ greatly, but have the same goal. Selling is the final stage in Marketing, which also includes Pricing, Promotion, Positioning and Product (the 4Ps).Market penetration is the percentage of atarget market that consumes a product or service. Market penetration can also be a measure of one company'ssales as a percentage of all sales for a product. It is defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided by the size of the relevant market population.Market penetration is one of the four growth strategies of theProduct-Market Growth Matrix as defined byAnsoff.Market penetration occurs when a company penetrates a market in which current or similar products already exist. Penetration is a measure of brand or category popularity. It is defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided by the size of the relevant market population. Construction Market penetration can be defined as the proportion of people in the target who bought (at least once in the period) a specific brand or a category of goods. Two key measures of a products 'popularity' are penetration rate and penetration share. The penetration rate (also called penetration, brand penetration or market penetration as appropriate) is the percentage of the relevant population that has purchased a given brand or category at least once in the time period under study. A brands penetration share, in contrast to penetration rate, is determined by comparing that brands customer population to the number of customers for its category in the relevant market as a whole. Market penetration is the least risky growth strategy as the organization's experience with its existing markets increases the odds of success. However, an organization should only pursue a market penetration growth strategy if at least one of the following conditions exists: Unsaturated market Increasing industry growth rate, but decreasing competitive market share Current customers are likely to purchase higher quantities of existing products or services Economies of scale provide a competitive edge

6.1 ANSOFF GROWTH MATRIX

Product

New ExistingMarket PenetrationProduct Development Existing Newexisting

Market

Market DevelopmentDiversification

A. Market Penetration:Market penetration means trying to increase sales of an organization's existing products or services in its existing markets. This can be accomplished by strengthening current customer relationships to increase their rate of product/service utilization or trying to attract competitor customers or current non-users. Market penetration seeks to achieve four main objectives: Maintain or increase the market share of current products this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling. Secure dominance of growth markets Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors Increase usage by existing customers for example by introducing loyalty schemes A market penetration marketing strategy is very much about business as usual. The business is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs. It is unlikely, therefore, that this strategy will require much investment in new market research.

B. Market Development

Market development means trying to increase sales of an organization's current products or services in new markets. Market development may also involve identifying new uses for an existing product or service.

C. Product Development

Product development means offering new or improved products or services in an organization's existing markets.D. Diversification

Diversification means moving into entirely different lines of business----unfamiliar products, services or markets.

6.2 CONSUMER TASTES AND PREFERENCES

Consumer preferences and tastes are key factors affecting consumer purchase decisions and sales of the products. Changes in taste lead to increased or decreaseddemand,which is one factor that economists consider when looking at changes in demand.

Consumer preferences represent each individual's desires for goods and services, which translate to choices based on income orwealth combined with the consumer's time to define consumption activities.

6.3 PRICING STRATEGIES

Pricing strategies forproducts orservices encompass three main ways to improve profits. These are that the business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay viable. Merely raising prices is not always the answer, especially in a poor economy. Many businesses have been lost because they priced themselves out of the marketplace. On the other hand, many business and sales staff leave "money on the table". One strategy does not fit all, so adopting a pricing strategy is a learning curve when studying the needs and behaviors of customers and clients.

Customer-based pricing

Penetration pricing

You often see the tagline special introductory offer the classic sign of penetration pricing. The aim of penetration pricing is usually to increase market share of a product, providing the opportunity to increase price once this objective has been achieved. Penetration pricing is the pricing technique of setting a relatively low initial entry price, usually lower than the intended established price, to attract new customers. The strategy aims to encourage customers to switch to the new product because of the lower price. Penetration pricing is most commonly associated with a marketing objective of increasing market share or sales volume. In the short term, penetration pricing is likely to result in lower profits than would be the case if price were set higher.

Price skimming

Skimming involves setting a high price before other competitors come into the market.

Competitor-based pricing

If there is strong competition in a market, customers are faced with a wide choice of who to buy from. They may buy from the cheapest provider or perhaps from the one which offers the best customer service. Most firms in a competitive market do not have sufficient power to be able to set prices above their competitors. They tend to use going-rate pricingi.e. setting a price that is in line with the prices charged by direct competitors. An advantage of using competitive pricing is that selling prices should be line with rivals, so price should not be a competitive disadvantage

Cost based pricing

This involves setting a price by adding a fixed amount or percentage to the cost of making or buying the product. The Coca-Cola Company has been very consistent with their pricing strategy over the many years they have been in business. Because they have a strong competitor, they have to keep their prices in line to compete. The ultimate goal of the company is to maximize shareholder value. The will often reduce the price of their products when entering new markets. They do this to raise brand awareness and face the competition. Once they are established, they move the prices back up to position themselves as a premium product.

6.4 STP APPROACH

STP marketing is a three-step approach to building a targeted marketing plan. The "S" stands for segmenting, the "T" for targeting and the "P" for positioning. Going through this process allows a business owner and marketing consultants or employees to formulate a marketing strategy that ties company, brand and product benefits to specific customer market segments.

Segmentation

Once the market has been defined, the next step is to segment the market, using a variety of differentsegmentation bases/variables in order to construct groups of consumer. In other words, allocate the consumers in the defined market to similar groups (based on market needs, behavior or other characteristics).

Targeting

There are many factors to consider when choosing a target market. These factors include: firms strategy, the attractiveness of the segment, the competitive rivalry of the segment, the firms ability to successfully compete and so on.

Positioning

Firms need to identify how to position their products/brands in the target market. As it is likely that there are already competitive offerings in the market, the firm needs to work out how they can win market share from established players. Typically this is achieved by being perceived by consumers as being different, unique, superior, or as providing greater value.

Brand experiences and perceptions are developed over time through a variety of sources, including: Previous experience with the brand Interactions with sales, customer service, and other employees Recommendations from friends and colleagues Reviews by reputable sources Advertising

Brand managers need to understand how customers perceive and select brands in specific product categories and market segments. You also need to know what is important to customers when making a brand decision, where customers get information about products and services, and what customers think about your brand.

6.5 PROMOTION

Promotion is one of themarket mix elements, and a term used frequently inmarketing. It is the specification of fivepromotional mix or promotional plan. These elements are personal selling, advertising, sales promotion,direct marketing,and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation ofbrand equity,positioning,competitive retaliations, or creation of acorporate image.Fundamentally, however there are three basic objectives of promotion. These are: To present information to consumers as well as others. To increase demand. To differentiate a product.

There are different ways to promote a product in different areas of media. Promoters use internet advertisement, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to increase the sales of a given product.. Chapter 7DATA ANALYSIS AND INTERPRETATION

7.1 Which mango drink is most preferred by the customers?Table 7.1SL. NODRINKSPERCENTAGE

1Maaza29

2Slice35

3Frooti27

4Maa6

5Others3

Figure 7.1

Inference: 35% of the retailers suggested that the most preferred mango drink by the customers is Slice. 29% of the supermarkets opined it is Maaza. 27% of the respondents says it is Frooti. And the least preferred drink by the customers is Maa.7.2 Among the following brands of HCCBPL, which do you sell in your shop?Table 7.2SL. NOBRANDSPERCENTAGE

1Minute Maid57

2Mazaa43

Figure 7.2

Inference: 57% of the retailers sell minute maid brand of the Coca- Cola Company. And the 43% of the respondents sell Maaza.

7.3 What induces you to buy HCCBPL products?Table 7.3SL. NOREASONSPERCENTAGE

1 Price with quantity35

2Health drink9

3Status symbol15

4Taste39

5Variety2

Figure 7.3

Inference: It is observed that 39% of the retailers buy HCCBPL products because of its taste. 35% of the supermarkets buy because of the price. 15% of the respondents buy because of the status of the company. Health drink and variety are the least inducing reasons.7.4 Which type of packaging is preferred in Maaza?

Table 7.4SL. NOTYPES OF PACKAGINGPERCENTAGE

1Returnable Glass Bottles3

2Pet Bottles82

3Tetra Pack15

Figure 7.4

Inference: 82% of the retailers prefer pet bottles in Maaza. Tetra pack is preferred by 15% of the supermarkets. And the remaining respondents prefer RGB.

7.5 Which pack do you consume the most?

Table 7.5SL. NOQUANTITYPERCENTAGE

1400ml5

2600ml73

31.2L22

Figure 7.5

Inference: It is seen that 73% of the retailers are of the opinion that 600ml quantity of Maaza is most consumed by the customers. 22% of the supermarkets opine that 1.2L is consumed. And only 5% gave their opinion for 400ml.7.6 Which age group prefers Maaza the most?

Table 7.6SL. NOCUSTOMERSPERCENTAGE

1School children4

2College students30

3Retailers8

4Travelers14

5Regular customers44

Figure 7.6

Inference: 44% of the retailers suggest that Maaza is mostly preferred by the regular customers. 30% of the supermarkets opine that it is preferred by college students. And the less preferred groups are travelers, retailers and school children.7.7 How frequently do you order for the product Maaza?

Table 7.7SL. NOORDERPERCENTAGE

1Daily0

2Weekly82

3Once in a month18

Figure 7.7

Inference: Most of the retailers give order for the product Maaza weekly. Supermarkets give order once in a month.

7.8 Rank the following HCCBPL products according to taste and preference?Table 7.8SL. NOPRODUCTS PERCENTAGE

1Maaza33

2M.M Orange Pulpy24

3M.M Apple Juice21

4M.M Mango Juice11

5M.M Nimbooz3

6M.M Mixed Fruit4

7M.M Gauva4

Figure 7.8

Inference: 33% of the retailers opine Maaza as the best according to the taste and preference. 24% of the supermarkets say that it is MM Orange Pulpy. And the remaining respondents prefer other MM products.

7.9 Are you getting the supplies of juice products on time?

Table 7.9SL. NOON TIME DELIVERYPERCENTAGE

1Yes96

2No4

Figure 7.9

Inference: Majority of the respondents are satisfied with the supply of the juice products. And only few are dissatisfied.

7.10 Do you face any problem with Maaza in any respect?

Table 7.10SL. NOPROBLEMPERCENTAGE

1Yes34

2No66

Figure 7.10

Inference: From the above data, it is seen that majority of the respondents had no complaints with Maaza whereas a very few had complaints regarding the product.

7.11 Which kind of sales promotion activity do you think attracts more customers?

Table 7.11SL. NO ACTIVITY PERCENTAGE

1 Discount 56

2 Combo Offers28

3 Gift Vouchers16

Figure 7.11

Inference: From the above data, 56% of the retailers opine discounts as the best sales promotion activity. 28% of the supermarkets say it is the combo offers. And the remaining 16% of the respondents suggested gift vouchers.7.12 Give your ratings to following attributes of Maaza?

Table 7.12ATTRIBUTESVERY GOODGOODAVERAGEBADVERY BAD

Quality49291831

Brand Image51271642

Availability48301552

Packaging51291271

Figure 7.12

Inference: From the above graph, majority of the retailers are satisfied with the quality, brand image, availability and packaging of the product Maaza.

7.13 Rank which among the following are the most important factors to increase the sales of Maaza?

Table 7.13FACTORSPERCENTAGE

Reduced prices1

Changes in flavor3

Seasonal variations11

New Ads67

Packaging18

Figure 7.13

Inference: 67% of the retailers opined that a new ad is the most important factor to increase the sales of Maaza. Supermarkets are of the opinion that good packaging can increase the sale. And the remaining suggested new flavors, seasonal variations and reduced prices.7.14 Do you think the customers will buy more, if the company reduces the price?

Table 7.14PRICING POLICYPERCENTAGE

Yes98

No2

Figure 7.14

Inference: 98% of the respondents opined that customer will buy more if the pricing policy is reduced. And only 2% of the respondents disagreed.

7.15 What do you think about the price of mango drinks?

Table 7.15PRICE STRATEGYPERCENTAGE

Very High0

High11

Medium83

Low6

Figure 7.15

Inference: 83% of the retailers are of the opinion that the pricing of mango drinks is medium. 11% of the supermarkets think it is high. And only 6% of the respondents opined as low.

7.16 Rank the competitors for Maaza?

Table 7.16COMPETITORSPERCENTAGE

Slice47

Frooti41

Maa12

Figure 7.16

Inference: Majority of the retailers are of the opinion that the biggest competitor for Maaza is Slice. 41% of the supermarkets think Frooti as its competitor. And only 12% opined Maa as their competitor.

7.17 Rate your perception on HCCBPL Tetra pack products?

Table 7.17PERCEPTIONPERCENTAGE

Very good1

Good30

Average65

Bad4

Figure 7.17

Inference: It is seen that the perception of 65% of the retailers regarding HCCBPL tetra pack products is average. Supermarkets are of the opinion that it is good. And very few respondents opined it is bad.

Chapter 8FINDINGS AND SUGGESTIONS

8.1 FINDINGS The most preferred mango drink by the customers is Slice. 57% of the retailers sell minute maid brands of HCCBPL in their shops. 82% of the respondents give the order weekly for the product Maaza. 33% of the retailers rank Maaza as highest according to taste and preference. The respondents are satisfied with the supplies of the Coca Cola products. The perception regarding the BCCBPL tetra pack products is average by 65% of the retailers. Maaza is preferred mostly by the regular customers. i.e. 44%. The retailers are of the opinion that their competitor is Slice as it is the most preferred drink in the market. The most consumed pack is 600ml. The most preferred package in Maaza is pet bottles. 83% of the retailers are satisfied with the pricing of mango drinks. 98% of the retailers are sure that the customers will buy more if there is a better pricing strategy. New ads and discounts are seen as the most important factor to increase the sales of Maaza. Taste is an important factor which induces retailers to buy HCCBPL products.8.2 SUGGESTIONS The company has to make efforts to make the retailers pleased and satisfied with their services as they play an important part in the distribution network. So the company should increase the retailer satisfaction by :

a. Providing better schemes and margin to the retailers will help to uplift the sales volume of Maaza.b. Small credit facilities to the retailers according to their goodwill previous activities and functions will help to sustain and generate retailers satisfaction and brand loyalty among the retailers. The company through its distributors has reached to the masses. But the company must know that promotions in the form of TV and print media are very important to keep the product alive in the memory of people. The management should take care that the advertisement of MAAZA is done on an extensive scale to beat Slice. It could boost up the sales of Maaza to maximum. Providing Maaza as free sample with 2ltr soft drinks (sprite) of the company to the consumers as a sales promotion tool will help Maaza to a wide range of brand acceptability by the local residents. In line with the product promotion for PET bottles of Maaza, similar promotion for the tetra pack should also be planned. By improving more display provisions through better POP displays can increase customer attention toward the product Maaza.

Chapter 8CONCLUSION

Soft drinks are an impulse product. TheIndian population is the largest in the world today whichprovides so much ofopportunity for the soft drinkmanufacturers. So, theyshould implement apt strategies in order to attract more customers and gain goodmarket share.From the above findings and suggestions, it can be concluded that different pricing strategies, various promotional activities like discount coupons, combo offers should be followed in order to improve their sales, increase their market share and gain market dominance over their competitors. Market opportunity of Maaza can be widen through keeping a sub unit of stock in Ernakulam district so that it can meet more retailers demand timely, penetrating to the competitors promotional strategies and taking accurate and timely actions can help Maaza find a more strong position in the market. Small credit facilities to the retailers will help to sustain and generate retailers satisfaction and brand loyalty among the retailers. It can also be concluded that Coke products are having high demand in the market and they need to improvein terms of service to the retailers. Coke should concentrate more on the factors that influence the customers purchase of coke products likeage group,tastes andpreferences, season,pricing, quantity,availability, etcso that it attracts new customers and also maintains the existing customers brand loyalty.

Chapter 9BIBLIOGRAPHY

BOOKS

Marketing management by Philip Kotler Organizational Behavior by Stephen Robins

WEBISTE

http://www.coca-colaindia.com/ http://www.investopedia.com/

1

School of Management Studies, CUSAT48