project report on coca cola

SUBMITTED BY: VIPIN KUMAR In partial fulfilment of Post Graduate Diploma in Management

VIDYA INTERNATIONAL SCHOOL OF BUSINESS 1

Hindustan COCA-COLA Beverages private ltd.

A SUMMER TRAINING PROJECT REPORT ON “TO FIND OUT THE POTENTIAL AREA IN

UPCOUNTRY MARKET “

Under the guidance of NAME OF GUIDE : DESIGNATION :

Mr. AJAY GUPTA SE(Sales Executive)

ORGANISATION: Hindustan COCA-COLA Beverages private ltd.

2

CERTIFICATE FROM ORGANISATIONAL GUIDE

This is to certify that project titled “ TO FIND OUT THE POTENTIAL AREA IN UPCOUNTRY MARKET” in Meerut.

“HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based On live Project study conducted by VIPIN KUMAR at Meerut tenure as a summer trainee with us and in our guidance.

Ajay Gupta

PLACE: DATE:

(Sales Executive)

3

DELARATION

I do hereby declare that the project entitled “TO FIND OUT THE POTENTIAL AREA IN UPCOUNTRY MARKET” a bonafide record of the work done by me at“ Hindustan Coca-Cola Beverages Pvt. Ltd.” requirement

for

towards thepartial fulfillment of POST

GRADUATE

DIPLOMA

IN

MANAGEMENT under the supervision and guidance of Mr.AjayGupta (SE) and this project report havenot been submitted anywhere else previously for award of any Degree/Diploma /Fellowship.

VIPIN KUMAR (VIDYA INTERNATIONAL SCHOOL OF BUSINESS,MEERUT)

4

ABSTRACT The most important motive of any company is to expand its market share by satisfying its customers through their products and services. If customers is not satisfied with product or services then that will ceases to exit from the market. A satisfied customer will bring many prospective customers.

This study helps us in to understand the current status of company in rural market.This project is done villages where data is collected from every outlet of the villages.

The target population for the study are the retailes outlets in rural area in Meerut district.

Data is collected on EDS(every dealer survey) sheet from retailers.

Data was examined idea,analysed & present in tabular as well as in pie-chart form.

Findings support the idea,and the conclusion strongly suggests the available potential market.

In the end recommendations strongly suggest the steps which company should take to remove market problems and improve its market.

5

ACKNOWLEDGMENT

I would like to express my heartiest gratitude to Mr.Anuman Mathur (Team leader HR) Hindustan CocaCola Beverages Pvt. Ltd.,Dasna for given me an opportunity to associate myself to the world’s largest soft drink Co.Carry out my project titled “TO FIND OUT THE POTENTIAL AREA IN UPCOUNTRY MARKET”.

I would like to thank Ms. Sarika Saxena to recommending my name for the summer trainee.

I also sincerely thanks to Mr. Praveen Chaudhry (ASM) for given me this valuable project.

I am sincerely thankful to Mr.Ajay Gupta (SE) underwhose guidance I have successfully completed this project. I think him forhis consent, encouragement, and warm response and for filling every gapwith valuable ideas that has made this project successful.

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I also thankful to outlet holders to whom I visited for their support,information, cooperation, advice to complete my project detail.

I would give my sincere thanks to all the faculty members of my college for given me virtual suppot during this project.

Specially to Mr. K.TARA SHANKAR ( faculty guide) for giving me sound marketing concepts which helped me in writing for this Project

(VIPIN KUMAR)

7

TABLE OF CONTENTS PAGE No.

TITLE

S.No. i.

Cover page

1

ii.

Title page

2

iii.

Certificate from the organisational guide

3

iv.

Declaration

4

v.

Abstract

5

vi.

Acknowledgement

6-7

1.

Company’s profile

10-76

2.

Introduction of the topic

78

3.

Objective of study

79

4.

Scope of study

80

5.

Rsearch Methodology

81-82

6.

EDS sheet

83

7.

Analysis of data collected (Table 7.1)

84

8.

Representation of villages:

85-106

8.1

Representation of village Allipur(piechart 8.1a)

85

8.2

Representation of village Phaphunda(piechart 8.2a

86

8.3

Representation of village Zahidpur(piechart 8.3a

87

8.4

Representation of village Lohia Nagar(piechart 8.4a)

88

8.5

Representation of village Nokza(piechart 8.5a)

89

8.6

Representation of village Chandrasara(piechart 8.6a)

90

8.7

Representation of village Slampur(piechart 8.7a)

91

8.8

Representation of village Zallalpur(piechart 8.8a)

92

8.9

Representation of village Piplikheda(piechart 8.9a)

93

8.10

Representation of village Hazipur(piechart 8.10a)

94

8

8.11

Representation of village Kazipur(piechart 8.11a)

95

8.12

Representation of village Ghoshipur(piechart 8.12a)

96

8.13

Representation of village Kundla(piechart 8.13a)

97

8.14

Representation of village Bhavanpur(piechart 8.14a)

98

8.15

Representation of village Pachpeda(piechart 8.15a)

99

8.16

Representation of village Syal(piechart 8.16a)

100

8.17

Representation of village Chilora(piechart 8.17a)

101

8.18

Representation of village Rukanpur(piechart 8.18a)

102

8.19

Representation of village Abdullapur(piechart 8.19a)

103

8.20

Representation of village Jai(piechart 8.20a)

104

8.21

Representation of village Nagla(piechart 8.21a)

104

8.22

Representation of village Aurangabad(piechart 8.22a)

106

9.

Conclusion

107-108

10.

Findings

109

11.

Recommendations

110

12.

Bibliography

111

13.

Annexures(EDS sheets)

112

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Part I : ABOUT THE COMPANY • • • • • • • • • • • • • • • • • • • • • • • • •

Coco-cola Enterprise Inc. Vision Mission History Evolution of coca-cola Brands of coca-cola Coca-cola & the Olympic games Coca-cola in India Brands in India Brand order/Tagline/Ambassdors Major competitor-Pepsi Ranking in world Distribution network Swot analysis Challenges & Risks Critisism related to coca-cola Environmental issues Benchmark Initial difficulties Political challenges Prising policy for Indian market Promise of coke Target market Threats & opportunities for price Marketing strategy

10

1.

COCA-COLA ENTERPRISE INC.

(HEAD QUARTER OF COCA-COLA)

Type

:

Public (NYSE: KO)

Founded

:

1892 (1892)

Headquarters

:

Atlanta, Georgia, U.S

Area served

:

Worldwide

Key people

:

MuhtarKent (Chairmanand CEO)

Industry

:

Beverage

Products

:

Coca-Cola Carbonated Soft Drinks, Water& Other Non-alcoholic beverages

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Revenue(US$)

:

31.944 billion

Operating income (US$)

:

8.446 billion

Net income US$)

:

5.807billion

:

40.519 billion

Total equity US$)

:

20.472 billion

Employees

:

92,400

Total assets US$)

(October2009)

Website

: www.cococola.com www.cococolaindia.in

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COCACOCA-COLA : VISION Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

•

People: Be a great place to work where people are inspired to be the best they can be.

•

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

•

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

•

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

•

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

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

Coco-Cola :MISSION Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

•

To refresh the world...

•

To inspire moments of optimism and happiness...

To create value and make a difference.

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“ COMPANY’S PROFILE “

History of coco cola

Doctor John Pemberton

Coca-Cola was invented by Doctor John Pemberton a pharmacist from Atlanta Georgia in May of 1886. John Pemberton concocted the Coca Cola formula in a three legged brass kettle; all this was done in his backyard. The name Coca Cola was actually given to John Pemberton by his bookkeeper Frank Robinson .

Frank Robinson had excellent penmanship. He first scripted "Coca Cola" into the flowing letters which has become the famous logo we know and love today.

14

The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut.

In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300.

By the late 1890s, Coca Cola was one of America's most popular fountain drinks; Candler's aggressive marketing of the product takes credit for that. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Coca Cola began selling syrup to independent bottling companies licensed to sell the drink. Still today, the US soft drink industry is organized on this principle .

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EVOLUTION OF coca -cola Coca-ColaÂŽ originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.

1894 – A modest start for a Bold Idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A.Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

1899 The first bottling agreement Two young attorneys from Chattanooga, Tennessee Believed they could build a business around bottling Coca-Cola. In a meeting with Candler,Benjamin F. Thomas and Joseph B. Whitehead obtained exclusiverights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) for the sum of one dollar. A third Chattanoogalawyer, John T. Lupton, soon joined their venture.

16

1900-1909 ‌ Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1916 ‌ Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A Group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute,Indiana won enthusiastic approval in 1915 and Was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world -even in the dark!

1920s ‌ Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were 17

a huge hit after their 1923 introduction. A few years later, opentop metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.

1920s and 30s ‌ International expansion Led by longtime Company leader Robert W. Woodruff,

Chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.

1940s ‌ Post-war growth During the war, 64 bottling plants were set up around the world to supply the troops.

This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.

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1950s … Packaging innovations For the first time, consumers had choices of Coca-Cola package size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions.

Cans were also introduced, becoming generally available in 1960.

1960s … New brands introduced Following Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca® and TaB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® and DASANI® in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.

1970s and 80s … Consolidation to serve customers

As technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains.

Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested 19

in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.

1990s ‌ New and growing markets

Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

21st Century The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca- Cola bottlers, customers and communities are the foundation on which the entire business grows.

20

2001 … launched the new fridge pack in USA a thinner longer 12 pack design.

2005 … innovative aluminum contour bottles introduced commonly called M5 as the magnificent five bottles., Coca Cola zero a zero calorie coca cola with real coca cola taste launched.

2006 … coca cola turns 120. Launches the “every drop counts” campaign to make the consumers remind of the variety of products coca cola offers.

2007 … launches the PET bottle which uses 5% less plastic than the other PET bottles. Opens up new world of coca cola in Atlanta Georgia on may 24th.

21

Brands of Coca-Cola Coca-Cola Zero® has been one of the most successful product launch hes in Coca Cola’s history. In 2007, Coca Cola’s sold nearly 450 million cases globally.

Put into perspective, that's roughly the same size as Coca Cola’s total business in the Philippines, one of our top 15 markets. As of September 2008, Coca-Cola Zero is available in more than 100 countries.

Energy Drinks For those with a high-intensity approach to life, Coca Cola’s brands of Energy Drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins.

We bring innovation to the goodness of juice in Coca Cola’s more than 20 juice and juice drink brands, offering both adults and children nutritious, refreshing and flavorful beverages.

22

Soft Drinks Coca Cola’s dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry.

Sports Drinks Carbohydrates, fluids, and electrolytes team together in Coca Cola’s Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level

Tea and Coffee Bottled and canned teas and coffees provide consumers' favorite drinks in convenient take-anywhere packaging, satisfying both traditional tea drinkers and today's growing coffee culture 23

Water Smooth and essential, our Waters And Water Beverages offer hydration in its purest form.

Other Drinks So much more than soft drinks.

Coca Cola’s brands also include milk products, soup, and more so you can choose a Coca Cola Company product anytime, anywhere for nutrition, refreshment or other needs.

24

Coca-Cola速 And The Olympic Games

Coca-Cola and the International Olympic Committee Partnership Renewal On August 1, 2005, The Coca-Cola Company and the International Olympic Committee announced the renewal of their historic partnership for an unprecedented 12 years.

This latest renewal of the most-enduring partnership in the history of the Olympic Games takes effect in 2009 and lengthens the role of Coca-Cola as the Worldwide Olympic Partner in the nonalcoholic beverages category through 2020.

25

The deal also extends our partnership with the Olympic Games – a relationship that began in 1928 – to 92 years without interruption.

With the latest 12-year pact, our support of the Olympic Games continues from the Beijing 2008 Olympic Games through the Vancouver 2010 Olympic Winter Games, the London 2012 Olympic Games, the Sochi 2014 Olympic Winter Games, and the Olympic Games of 2016, 2018 and 2020.

26

coca-cola in India

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca,Maaza, Citra and Gold Spot provided not only physical

27

manufacturing,bottling, and distribution assets but also strong consumer preference.

Thiscombination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets.

84 Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international investors.22 By 2003, Coca- Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23%

28

nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.24 Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven whollyowned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twentynine contractpackers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and 84 assurance program including over 400 tests performed throughout the process The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10- ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate

29

the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.

global community with the world’s largest selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving a new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have assumed an iconic

status in the minds of the world’s consumers.

30

A Healthy Growth to The Indian Economy Ever since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems, and marketing channels.

Coca-Cola India is among the country’s top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy The Company has shaken up the Indian carbonated drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs. It has also been instrumental in giving an exponential growth to the country’s job listings.

31

Creating Enormous Job Opportunities With virtually all the goods and services required to produce and market Coca-Cola being made in India, the business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through its

vast

procurement,

supply,

and

distribution

system.

The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with another 25 being owned by franchisees. That apart, a network of 21 contract packers manufacture a range of products for the Company. On the distribution front, 10-tonne trucks – open bay threewheelers that can navigate the narrow alleyways of Indian cities – constantly keep our brands available in every nook and corner of the country’s remotest areas. These are only some of the facts that speak about our commitment to the growth of the Indian Economy.

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BRANDS IN INDIA Fanta

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's.

Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

Glass 200ml, 300ml

PET 600ml, 1.2L, 2L, 2.25L

33

Can 330ml

DIET COKE (Looking good and tasting great!:

Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in dietconscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the world.

It's the drink for people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and fun-loving attitude.

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MAAZA

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit.

The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste.

Glass

Tetra

Mobile

Pet

200ml, 300ml 200ml

600ml

1.25ml

35

LIMCA

Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavors soft drink in the country. The success formula? The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

Glass

PET

200ml, 300ml,

600ml, 1.2L, 2L, 2.25L,

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COCA- COLA

The world's favourite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc.

Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary.

In 2002, Coca-Cola launched the campaign "Thanda Matlab CocaCola" which skyrocketed the brand to make it India's favourite soft-drink brand.

Glass

Can PET

200ml, 300ml

600ml, 1.2L, 2L, 2.25L, 6

37

330ml

THUMS UP

Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass

PET

200ml, 300ml,

600ml, 1.2L, 2L, 2.25L,

38

Can 330ml

SPRITE

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category.

Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hing taste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

Glass

Pet

Can

200ml, 300ml

600ml, 1.2L, 2L, 2.25L

330ml

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GEORGIA

In the company's journey towards the vision 'leading the beverage revolution in India',now even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India.Georgia, quality tea and coffee served from state of the art vending machines is positioned to tap into the nations biggest beverage category. Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is available in a range of 7 sizzling flavors, adrak, elaichi, masala and plain tea cappuccino, mochaccino and regular coffee.

Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata.

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KINLEY

Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself.

Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of safety from the CocaCola Company. That is why we introduced Kinley with reverseosmosis along with the latest technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced.

Because we believe that right to pure, safe drinking water is fundamental. “A universal need that cannot be left to chance.�

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MINUTE MAID PULPY ORANGE

‘’Orange juice with real orange pulp” with this slogan, Coca cola launched its minute maid brand of orange juices for the first time in the country at Hyderabad. Though Coca cola India had in its portfolio the highly successful Maaza brand in the juices segment (which it got from the chouhans), this is the first time the company is introducing some of the products from its own Minute maid portfolio.

The roll out of the naturally refreshing orange beverage with real pulp has been designed to extend the Company’s market leadership in the juice segment and with this launch; it is expected to further extend its leadership.

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Minute Maid Nimbu Fresh

The new Minute Maid Nimbu Fresh is a lemon juicebased drink with no added preservative or added colour, developed for the Indian market.

The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating home-made 'nimbu pani', and casrries the tagline: 'Bilkul ghar jaisa' (just like home).

43

KINLEY SODA

Kinley soda is a brand of still or carbonated water owned by The Coca-Cola Company and sold in many Central European countries, Pakistan and India. Its carbonated forms are used for mixers, and also available in a variety of fruit flavors.

The Kinley brand is used by Coca-Cola for two types of drinks: •

A Carbonated water with a wide array of variants: tonic, bitter lemon, club soda and fruit flavored. Available in Austria, Belgium, Bulgaria, Czech Republic, Denmark, El Salvador, Germany, Hungary, India, Israel, Italy, Lithuania, Luxembourg, Maldives, Moldova, Nepal, Netherlands, Norway, Poland, Romania, Slovakia, Sweden, Switzerland, United States, West Bank-Gaza and Zambia.

•

An High quality bottled water available in Bangladesh, Bulgaria, India, Maldives, Nigeria and Pakistan.

44

BRAND ORDER

The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. The order should be In such a wayCOLAJK •

ThumsUp

•

Coca-Cola

•

Limca

•

Sprite

•

Fanta

•

Maaza

•

Kinley

45

BRANDS TAGLINE -2010 Thumsup - Taste the thunder Cocacola - Open happiness Limca - Fresh ho jao Fanta - Go bite Maaza - Bina guthli wala aam Sprite - Seedhi baat no bakwaas ,clear hai

BRAND AMBASSDORS Thumsup -Akshay Kumar Cocacola -Aamir Khan Sprite -Shahrukh Khan Fanta -Genelia D’souza Limca -Riya Sen 46

MAJOR COMPETITOR OF COCA -COLA

PEPSI INTERNATIONAL

History: PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North 47

America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories.

Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.would entertain the listener with the latest musical selections rendered by violin or piano or both. The new name, “Pepsi Cola”, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that time, Bradham’s advertising praises his drink as “Exhilarating, invigorating, aids digestion”.

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1990-2002 The advertisement of the Pepsi changes to, “You got the right one baby, Uh-Huh!�.With the extensive usage of the stars in the adds, the popularity of Pepsi increase.

In 1992 Pepsi- Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. Pepsi- Cola beverages are available in more than 190 countries and territories.

In Asia, they selected Lahore to make their regional office.

This was done in 1970. This regional office is monitoring all the operations carried out in South West Asia. As in Pakistan, they only entered beverage industry.

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They have eleven bottlers covering whole Pakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three shift bases. Each shift is of eight hours. They have permanent work force of 750 people and they employee approximately 1000 people more on temporary basis during summer season.

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Pepsi’s Products

· Pepsi · Mirinda · Pepsi Max · Pepsi Lemon · Pepsi Blue · Mountain Dew · 7up

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Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006, as a result of the growing health concerns caused by the aftermath of the pesticides controversy, both maintained a comfortable lead over the other manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked company in 2006.

The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as consumer interest continues to surge forward. A number of new players have entered fruit/vegetable juice and bottled water, vying for a slice of the growing pie.

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While cricket had always been the most popular sport in India, with new technology coming into cricket from coverage to sports gear to day/night versions of the game, it was set to acquire the status of a religion in the subcontinent. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them.

The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 Lakh .

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Coca Cola’s Brand Coca cola is “US” brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament is “US” not “ME”

Pepsi’s Brand Pepsi’s brand is basically “ME” branded. They use the temperament of “ME”. In contrast to Coke they believe on individual struggle.

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The No.1 Brand in the world Year

Brand value

Rankings

2009 2008 2007 2006 2005 2004 2003 2002 2001

72,364 66,667 65,324 67,000 67,525 67,394 70,453 69,637 68,945

1 1 1 1 1 1 1 1 1

Coca cola has maintained the no1 spot as the world’s best brand and the most recognizable word after ok for the past nine years .with a brand value of 66,667 million dollars an increase of 2% from its proceeding year.

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DISTRIBUTION NETWORK HCCBPL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and wellorganized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading higher profits to the firm.

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SWOT ANALYSIS 1. STRENGTHS:路 DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles. 路 STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per day. 路 COST OF OPERATIONS: The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations, which minimizes wastage of both time and resources, leads to lowering of costs.

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2: WEAKNESSES: · LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide thereby making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola.Therefore, people abroad, are apprehensive about Coca-Cola products from India. . SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE: The Company’s operations are carried out on a small scale and due to Government restrictions and ‘red-tapism’, the Company finds it very difficult to invest in technological advancements and achieve economies of scale.

3: OPPORTUNITIES : · LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca.

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路 EXPORT POTENTIAL: The Company can come up with new products, which are not manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India. 路 HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.

4: THREATS: 路 IMPORTS: As India is developing at a fast pace, the per capita income has increased over the years .If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

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· TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. Therefore, this can limit the growth of the Company and pose problems. · SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large number of daily wage earners, poor roads; power problems; and inaccessibility to conventional advertising media.

All these problems might lead to a slowdown in the demand for the company’s products. · CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing preferences of the consumers.

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Challenges and Risks Being a global company provides unique opportunities for their Company. Challenges and risks accompany those opportunities.

Their management has identified certain challenges and risks that demand the attention of the nonalcoholic Beverages segment of the commercial beverages industry and their Company. Of these, their key challenges and Risks are discussed below :

Evolving Consumer Preferences: Consumers want more choices. They are impacted by shifting consumer Demographics and needs, on-the-go lifestyles, aging populations in developed markets and consumers who are empowered with more information than ever. They are committed to generating new avenues for growth through their core brands with a focus on diet and light products.

They are also committed to continuing to expand the Variety of choices they provide to consumers to meet their needs, desires and lifestyle choices.

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Increased Competition and Capabilities in the Marketplace: Their Company is facing strong competition from some wellestablished global companies and many local participants. They must continue to selectively expand into other profitable segments of the non-alcoholic beverages segment of the commercial beverages industry and strengthen their capabilities in marketing and innovation in order to maintain their brand loyalty and market share. All these challenges and risks—obesity and inactive lifestyles, water quality and quantity, evolving Consumer preferences, and increased competition and capabilities in the marketplace— have the potential to Have a material adverse effect on the non-alcoholic beverages segment of the commercial beverages industry anon their Company; however, they believe their Company is well positioned to appropriately address these challenges And risks.

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Criticisms relating to Coca Cola The Coca-Cola Company and its products have been criticized by various sources for various reasons including negative health effects resulting from consumption of its products, exploitative labor practices, high levels of pesticides in its products, building plants in Nazi Germany which employed slave labor, environmental destruction, monopolistic business practices, hiring paramilitary units to murder union leaders, and marketing unhealthy products to children.

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Environmental issues In India, there exists widespread concern over how CocaCola is produced. In particular, it is feared that the water used to produce Coke may contain unhealthy levels of pesticides and other harmful chemicals. It has also been alleged that due to the amount of water required to produce Coca-Cola, aquifers are drying up and forcing farmers to relocate.

Pesticide use In 2003, the Centre for Science and Environment (CSE), a nongovernmental organisation in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants Pepsico and Coca-Cola, contained toxins including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer and a breakdown of the immune system. Tested products included Coke, Pepsi, and several other soft drinks (7Up, Mirinda, Fanta, Thums Up, Limca, Sprite), many produced

by The Coca-Cola Company.

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CSE found that the Indian produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues.

Coca-Cola and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. David Cox, Coke's Hong Kong-based communications director for Asia, accused Sunita Narain, CSE's director, of "brand jacking" — using Coke's brand name to draw attention to her campaign against pesticides. Narain defended CSE's actions by describing them as a natural follow-up to a previous study it did on bottled water.

In 2004, an Indian parliamentary committee backed up CSE's findings, and a government-appointed committee was tasked with developing the world's first pesticide standards for soft drinks. Coke and PepsiCo oppose the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks like soda. The Coca-Cola 66

Company has responded that its plants filter water to remove potential contaminants and that its products are tested for pesticides and must meet minimum health standards before they are distributed. Coca-Cola had registered a 15 percent drop in sales after the pesticide allegations were made in 2003.

As of 2005, Coke and Pepsi together hold 95% market share of soft-drink sales in India.

In 2006, the Indian state of Kerala banned the sale and production of Coca- Cola, along with other soft drinks, due to concerns of high levels of pesticide residue On Friday, September 22, 2006, the High Court in Kerala overturned the Kerala ban ruling that only the federal government can ban food products.

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BENCHMARK

 Cocacola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM.  Cocacola is the market leader in the whole world in beverage industry.  Business week magazine ranks Cocacola on 4th position in Indian FMCG industry.  Cocacola enjoys approx 60% market share in Indian beverage Industry.

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INTIAL DIFFICULTIES From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980’s. Coca-Cola’s past venture in India had ended on bad terms with the Indian government BEVERAGES Alcoholic Non-Alcoholic Carbonated Non-Carbonated Cola Non-Cola Non-Cola

when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company, Parle, became the market leader.

Parle invested a great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened.

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POLITICAL CHALLENGES

Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003, when the United States and Britain invaded Iraq, the All-India Anti-Imperialist Forum called a boycott on goods from America and India.

Indian’s protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. While the war was beyond control for these two companies, management perhaps could’ve done more to not only attempt to predict the backlash from Indian consumers due to the war, but also could’ve created advertisement campaigns to address the situation.

While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting.

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PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One such barrier was the affordability of products for Indians. Because India is a country where people are known to live on very little a day, the idea of getting people to spend what little they have on a soft drink could be quite a stretch. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the market, Pepsi reduced their prices as well. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products.

Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks.

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PROMISE OF COKE 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 brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

TARGET MARKET Coke’s commercials basically based on young generations, So, the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.

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EXPANDING TARGET MARKET In last 2 years Coke has come back in aggressive manner. · Attractive brand name · Brand differentiating Attractive Brand Name Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word “ok”.

So people can better differentiate brands with each other.

Brand Differentiation Now different companies have got different brand names.

So, people can distinguish between brands. Two major brands “coke” and “Pepsi” also have brand names.

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THREATS AND OPPORTUNITIES FOR PRICE Opportunities If Coke is considered a luxury product. Then there is the tax rate system 15% - sales tax 20% - excise duty 27% - goes to government 03% - In making Budget After paying all these taxes coke has to pay electricity charges. We have to spend on distributions. After paying all these expenses Coke’s margin squeezed and consumers have to pay for increasing tariffs.

These are the opportunities through which we can increase the price and can get profits.

Threats There are much more threats in increasing prices. Because same problem of substitute. If Coke increase the price lets say 1 rupee.

Then people definitely won’t go for coke. They have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices.

Coke will lose the margin of its profit and can face loss.

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MARKETING STRATEGY

Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business.

It's a special thing to have billions of friends around the world, and we never forget it.

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MARKET SEGMENTATION MODEL

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Part II : PROJECT WORK • Introduction of the topic • Objective of study • Scope of study • Reserch Methodology • EDS (every dealer survey )-sheet • Analysis of Data Collected • Representation of villages • Conclusion • Facts • Recommendations • Bibliography • Annexures -(EDS SHEETS)

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2. Introduction of the Topic TITLE OF THE STUDY: The title of the study is

“To find out the potential area in upcountry Market�

EDS SURVEY:- means (every dealer survey).

In this survey we checked warm and cold stock of coke & Pepsi.

We also checked empty & annual sales of cold drinks and water.

We tried to solve retailers problem and we checked sales promotion scheme is they getting.

We also checked sign board, wall painting, rack, stand rack, counter rack & poster.

In last I take consumer & retailers feedback.

We also find checked visicoolers.

Find out new outlet which wants cooler.

Find out the none selling new out lets.

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3. OBJECTIVE OF STUDY/RESERCH The main objective of this study is to expand its market in rural areas.

The next objective of this study is to estimate the current dealer status in every village.

To find out available opportunities in the market by findings gaps in competitors penetration.

To find out major problems dealer facing from company and its products.

To collect data from retailers for the activation of new channels.

To enhance the market share of the company.

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4

.

SCOPE OF STUDY/RESERCH

By this study company can know their actual position in rural market.

By this study company can know its growth .

This study also ensures the availability of the product in the market.

The study also helps in the evaluation of the market developer.

The study also helps to know about its competitors position in the market.

The study also helps to find out the major problems of retailers.

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5. RESEARCH METHODOLOGY The research includes the study which was descriptive in nature.It basically aims about that what the potential area in villages where company have to expand it’s market.

The study includes two methods(a)PRIMARY (b)SECONDARY (a)Primary includes the following ways· Observation · Survey Here we include the primary method of survey Research Instruments· EDS(every dealer survey) sheet · Area of SurveyAllipur,Zahidpur,Hazipur,Ghoshipur,Phaphunda,Piplikheda, 81

Lohianagar,Kazipur,Abdullapur,Kundla,zallapur,Bhavanpur, Pachpeda,Syal,Rukanpur,Jai,Nagla&Chilora.

Sampling plan · Sampling unit - Owners of the retail outlets. · Sampling size- 375 · Sampling procedure-Random sampling · Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data was not available so it is taken from company records & company’s website.

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6.

The EDS sheet

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7.

ANALYSIS OF DATA COLLECTED

(7.1)Data Interpretation of summer EDS report -2010 S.no Village Name

Total Population

Total outlets

Exclusive coke

Exclusive Pepsi

Shared

Dry outlet

1

Allipur

4020

19

17

0

2

0

2

Phaphunda

4230

29

9

3

3

14

3

Zahidpur

2895

23

21

0

1

1

4

Lohia Nagar

2630

13

9

0

3

1

5

Nokza

920

3

2

0

1

0

6

Chandrasara

1785

2

1

0

1

0

7

Slampur

480

2

1

0

0

1

8

Zallalpur

1230

10

5

0

1

4

9

Piplikheda

3620

20

14

1

2

3

10

Hazipur

1270

11

11

0

0

0

11

Kazipur

4327

12

4

3

3

2

12

Ghoshipur

2125

9

9

0

0

0

13

Kundla

1850

9

2

2

4

1

14

Bhavanpur

3780

7

3

1

1

2

15

Pachpeda

2920

26

6

0

13

7

16

Syal

2170

14

6

0

0

8

17

Chilora

1820

12

5

0

3

4

18

Rukanpur

6234

23

10

0

1

12

19

Abdullapur

8324

44

35

1

2

6

20

Jai

4230

26

16

0

2

8

21

Nagla

4110

24

16

0

1

7

22

Aurangabad

5742

37

26

1

2

8

375

228

12

46

89

Total

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8. TABULAR & PIE CHART REPRESENTATION OF VILLAGES

(8.1)Representation epresentation of Vill.Allipur

Total Outlets

19

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

17

0

2

0

shared 11%

Allipur(8.1a) dry outlet 0%

Exclu. pepsi 0%

Exclusive coke 89%

Total Population of the village is 4020 In Allipur there are total 19 outlets among which 17 (55% 55% )are coke retailer where as (2) 11% are in shared with Pepsi.

Here people preferring coke brands in which Thumsup is the most popular & demanded product .This demand is just due to its strong taste ,second most popular product is sprite Due to its simpleness and good taste among dew & 7up In this Village All outlets were selling cold drink So in this village 100% market is already in sale there is no potential market .There There fore company have to wait for coming season to expand its market.

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(8.2) Representation epresentation of Vill.Phaphunda

Total Outlets 29

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

9

3

3

14

Phaphunda(8.2a) Exclusive coke 31%

Dry Outlet 48%

Exclu. pepsi 11%

shared 10%

Total Population of the village is

4230

In Phaphuda there are total 29 outlets out of which 9 (31%) (31 are coke Exclusive ,3(11%) are pepsi exclusive ,3(10%) are in shared state & 14 (48%)retailers do not sale any cold drink.

Here people preferring Thumsup due to its strong taste ,second ,secon most popular product is Fenta due to its orange taste ,it is most popular among girls. % outlets still not selling any cold drink so in this village the In Phaphuda 48% company having good potential potential area to expand its market.

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(8.3)Representation epresentation of Vill.Zahidpur

Total Outlets 23

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

21

0

1

1

dry outlet 4% shared 5% Exclu. pepsi 0%

Zahidpur(8.3a)

Exclusive coke 91%

Total Population of the village is 2895 In Zahidpur there are total 23 outlets out of which 21(91%) 21(91 are coke exclusive,1(5%) are in shared state & 1 (4%) retailer not selling any cold drink .

Here people preferring Thumsup which is the most popular & demanded product due to its strong taste ,second most popular product is Limca Due Limca is cloudy lemon in flavor. This is very unique in this category . tlets still not selling any cold drink so in this village the In Zahidpur 4% outlets potential market is of only 4% .

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(8.4)Representation epresentation of Vill.Lohia Nagar

Total Outlets 13

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

21

0

3

1

Dry Outlet 8%

Lohia Nagar(8.4a)

shared 23%

Exclu. pepsi 0%

Exclusive coke 69%

Total Population of the village is 2630 In Lohia Nagar there are total 13 outlets out of them 21(69%) are coke exclusive,3(23%) are in shared state & 1(8%) not selling any cold drink.

Here ere people preferring coca cola because This is the worlds most famous & old brand. second most popular product is sprite Due to its simpleness and good taste among dew & 7up.

7up In Lohia Nagar 8% % outlets still not selling any cold drink so in this village the potential market iss of 8%.

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(8.5) Representation epresentation

Total Outlets

3

of Vill.Nokza

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

2

0

1

0

Nokza(8.5a) shared 33%

Dry Outlet 0%

Exclu. Coke 67% Exclu. pepsi 0%

Total Population of the village is 920 In This village there are total 3 outlets among which 67% & 33% are in shared state.

Here people preferring coca cola due to its world’s most popular brand name , second most popular product is Thmsup due ue to its strong taste.

In Nokza 100% Market is already captured by coke & pepsi so ,there is no potential market .

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(8.6)Representation epresentation of Vill.Chandrasara

Total Outlets

2

Exclusive coke

Exclusive Pepsi

Dry Outlet

Dry Outlet

1

0

1

0

Dry Outlet 0%

Chandrasara(8.6a) shared 50%

Exclusive coke 50%

Exclu. pepsi 0%

Total Population of the village is 1785.

In Chandrasara there are total 2 outlets 1 is coke exclusive and 1 is in shared state.

Here people preferring coke brands in which Thumsup is the most popular & demanded product .This demand is just due to its strong stron taste ,second most popular product is sprite Due to its simpleness and good taste among dew & 7up In Chandrasara 50% market is captured by coke exclusive and rest 50% is in shared .so there is also not any potential market for the company to expand its market.

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(8.7)Representation epresentation of Vill.Slampur

Total Outlets

2

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

1

0

0

1

Slampur(8.7a) Exclusive coke 50%

dry outlet 50%

Exclusive pepsi 0%

shared 0%

Total Population of the village is 480 In This village there aree total 2 outlets among which 1(50%) 1(50 are coke exclusive and rest 50% do not sale any cold drink.

Here people preferring coke brands in which Thumsup is the most popular & demanded product .This demand is just due to its strong taste ,second most popular product is coca cola due to its Brand name .

In Slampur 50% 0% outlets still not selling any soft drink drink so in this village the potential market is of 50% 50 where company can expand its market.

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(8.8)Representation epresentation of Vill.Zalalpur

Total Outlets 10

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

5

0

1

4

Zallalpur(8.8a) dry outlet 40%

Exclusive coke 50% Exclusive pepsi 0%

shared 10%

Total Population of the village is 1230.

In This village there are total 10 outlets among which 5 (50%) (50 are coke exclusive retailer,1(10%) ,1(10%) is in shared state & rest 4(40%) do not sale any cold drink .

Here people preferring is Thums up because It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India.

In Zallalpur 4 outlets still not selling any soft drink so in this village the potential market is of 40% ,so here also chances for company to expand its market .

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(8.9)Representation epresentation of Vill.Piplikheda

Total Outlets

20

Exclusive coke

Exclusive Pepsi

Shared

Dry out

14

1

2

3

Piplikheda(8.9a) dry outlet 15% shared 10% Exclusive pepsi 5%

Exclusive coke 70%

Total Population of the village is 3620 In This village there are total 20 outlets among which 14(70% 14(70 )are coke exclusive,1(5%) is pepsi exclusive,2(10%) are in shared state & rest 3(15%) outlets not selling any cold drink .

Here most preferring brands is Sprite .This This brand is the one of the fastest growing brand in the country. Second brand is Thums up due to its strong taste aste and most popular among boys.

In piplikheda 3 outlets still not selling any soft drink so in this village villag the potential market is of 15%.

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(8.10)Representation epresentation of Vill.Hazipur

Total Outlets

11

Exclusive coke

Exclusive Pepsi

Shared

Dry outlet

11

0

0

0

dry outlet 0%

Hazipur(8.10a) shared 0%

Exclusive pepsi 0% Exclusive coke 100%

Total Population of the village is 1270 In This village there are total 11 outlets and all the 11(100%) outlets are already coke exclusive .There is no name of pepsi brand in the village .

Here people preferring coke brands in which Thumsup is the most m popular & demanded product ,this ,t iss just due to its strong taste .Second .S Most Popular brand is Limca because it is cloudy lemon in flavor. This is very unique in this category . % outlets are already covered by coco cola so here is 0% In Hazipur 100% potential market .

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(8.11)Representation epresentation of Vill.Kazipur

Total Outlets

12

Exclusive coke

Exclusive Pepsi

Shared

Dry outlet

4

3

3

2

Kazipur(8.11a) dry outlet 17%

Exclusive coke 33%

shared 25%

Exclusive pepsi 25%

Total Population of the village is 4327 In This village there are total 12 outlets among which 4(33%) are coke Exclusive retailer,3(25%) ,3(25%) are pepsi exclusive,3(25%) are in shared & 2(17%) not selling any cold drink.

In this village age consumers most preferred brand brand is Thums up due to its strong in nature and most popular brand of india. Second brand is fenta due to its orangy taste ,most popular among females.

In Kazipur 2 outlets still not selling any soft drink so in this village the potential market is of 17% 17 .

95

(8.12)Representation epresentation of Vill.Ghoshipur

Total Outlets

9

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

9

0

0

0

Ghoshipur(8.12a) Exclusive pepsi 0%

shared 0%

Exclusive coke 100% dry outlet 0%

Total Population of the village is 2125.

In Ghoshipur there are total 9 outlets and all 9(100%) outlets are coke exclusive .

In Ghoshipur there is only one popular brand that is Thums up.

In Ghoshipur 11(100%) outlets already captured coke market so here the potential market is 0%.

96

(8.13)Representation epresentation of Vill.Kundla

Total Outlets

9

Exclusive coke

Exclusive Pepsi

Shared

Dry outlet

2

2

4

1

dry outlet 11%

Kundla(8.13a) Exclusive coke 22%

shared 45% Exclusive pepsi 22%

Total Population of the village is 1850 In Kundla there are total 9 outlets Out of which 2(22%) are coke exclusive,2(22%) are pepsi exclusive,4(45%) are in shared and rest 1(11%)outlet do not sell any cold drink.

In this village consumers most preferred brand is Thums up due to its strong in nature and most popular brand of india. Second brand is Mazza because it has mango flavor. Maaza Maaza is popular among children and women. sel any cold drink so in this village villa the potential In Kundla 1 outlet not selling market is of 11%.

97

(8.14)Representation epresentation of Vill.Bhavanpur

Total Outlets

7

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

3

1

1

2

Bhavanpur(8.14a) dry outlet 29% Exclusive coke 43%

shared 14%

Exclusive pepsi 14%

Total Population of the village is 3780 In This Bhavanpur there are total 7 out of which 3(43%) are coke exclusive,1(14%) are pepsi exclusive,1(14%) is in shared & rest 2(29%) do not sell any cold drink.

Here people preferring coke brands in which Thumsup is the most popular & demanded product .This demand is just due to its strong taste ,second most popular product is sprite Due to its simpleness and good taste among dew & 7up In Bhavanpur 2 outlets still not selling any soft drink so in this village the potential market is of 29% 29 .

98

(8.15)Representation epresentation of Vill.Pachpeda

Total Outlets

26

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

6

0

13

7

Pachpeda(8.15a) Exclusive coke 23%

dry outlet 27%

shared 50%

Exclusive pepsi 0%

Total Population of the village is 2920 In Pachpeda there are total 26 outlets among which 6(23%)are 6(23%) coke exclusive, 13(50%) in shared and rest 7(27%) Not selling any cold drink.

Here people preferring coke brands in which Thumsup is the most popular & demanded product .This demand is just just due to its strong taste ,second most popular product is sprite Due to its simpleness simpleness and good taste.

In this village 7 outlets still do not selling any cold drink so in this village the potential market is of 27%.

27

99

(8.16)Representation epresentation of Vill.Syal

Total Outlets

14

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

6

0

0

8

Syal(8.16a) Exclusive coke 43% dry outlet 57%

shared 0%

Exclusive pepsi 0%

Total Population of the village is 2170 In Syal there are total 14 outlets out of which 6(43%) are coke exclusive retailer and 8(57%) do not selling any cold drink.

In this village most popular brand is Thums up and second most popular is coca cola.

In this village 8 outlets still stil not selling any cold drink so in this village there the is huge potential market that is of 57%.

100

(8.17)Representation epresentation of Vill.Chilora

Total Outlets

12

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

15

0

3

4

Chilora(8.17a) dry outlet 33%

Exclusive coke 42% shared 25% Exclusive pepsi 0%

Total Population of the village is 1820 In Chilora there are total 12 outlets out of which 15(42% 15(42%) are coke exclusive retailer,3(25%) ,3(25%) in shared state and rest 4(33%) do not selling any cold drink.

In This village most popular brand is Thums up and second most is limca due to its unique taste.

In this village 4 outlets still not selling any cold drink so in this village also there is potential market that is of 33%.

101

(8.18)Representation epresentation of Vill.Rukanpur

Total Outlets

23

Exclusive coke

Exclusive Pepsi

Shared

Dry outlet

10

0

1

12

Rukanpur(8.18a) Exclusive coke 44%

dry outlet 52%

shared 4%

Exclusive pepsi 0%

Total Population of the village is 6234 In Rukanpur there are total 23 outlets out of which 10(44%) are coke exclusive retailer,1(4%) ,1(4%) is in shared state and rest 12(52%) not selling any cold drink.

In this village most prefferd brand is thums up & coco cola ,second most preferred barnd is sprite.

In Rukanpur 12 outlets tlets still not selling any cold drink so in this village there the is huge potential market that is of 52% .

102

(8.19)Representation epresentation of Vill.Abdullapur

Total Outlets

44

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

35

1

2

6

Abdullapur(8.19a) dry outlet 14% shared 4% Exclusive pepsi 2%

Exclusive coke 80%

Total Population of the village is 8324 In Abdullapur there are total 44 outlets out of which 35(80%) 35(80 are coke exclusive retailer ,1(2%) (2%) pepsi exclusive,2(4%) are in shared and rest 6(14%) do not selling any cold drink.

Here people preferring coke brands in which Thumsup is the most popular & demanded product .This demand is just due to its strong taste ,second most popular product is coca cola due to its brand name.

In Abdullapur 6outlets tlets still not selling any cold drink so in this village the potential market is of 14%.

14

103

(8.20)Representation epresentation of Vill.Jai

Total Outlets

26

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

16

0

2

8

Jai(8.20a) dry outlet 31% Exclusive coke 61% shared 8% Exclusive pepsi 0%

Total Population of the village is 4230 In Jai there are total 26 outlets out of which 16(61%) are coke exclusive retailer,2(8%) ,2(8%) are in shared state and rest 8(31%) do not selling any cold drink.

Here Thumsup is the most popular & demanded product .This demand is just due to its strong taste ,second most popular product is sprite spri Due to its simplenesss and good taste .

In Jai 8 outlets tlets still not selling any cold drink so in this village the potential market is of 31% .

104

(8.21)Representation epresentation of Vill.Nagla

Total Outlets

24

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

16

0

1

7

Nagla(8.21a) dry outlet 29% Exclusive coke 67% shared 4% Exclusive pepsi 0%

Total Population of the village is 4110.

In Nagla there are total 24 2 outlets out of which 16(67%)) are coke exclusive retailer,1(4%) ,1(4%) is in sahred and rest 7(29%) not selling any cold drink.

Here Thumsup is the most popular & demanded product .This demand is just due to its strong taste ,second most popular product is limca due to its simplenesss and unique taste.

In Nagla 7 outlets tlets still not selling any cold drink so in this village the potential market is of 29%.

105

(8.22)Representation epresentation of Vill.Aurangabad

Total Outlets

37

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

26

1

2

8

Aurangabad(8.22a) dry outlet 22% shared 5% Exclusive coke 70%

Exclusive pepsi 3%

Total Population of the village is 5742 In Aurangabad there are total 37 outlets out of which 26(70%) 26(70 are coke exclusive retailer,1(3%) ,1(3%) is pepsi exclusive ,2(5%) are in shared state and other 8(22%) outlets do not selling any cold drink.

Here which Thums up & coco cola were most popular & demanded productss .This demand is just due to strong taste and brand name,second name most popular product is Limca due to its unique lemon taste.

In Aurangabad 8 outlets tlets still not selling any cold drink so in this village the t potential market is of 22% .

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9. CONCLUSION

Total Outlets

375

Exclusive coke

Exclusive Pepsi

Shared

Dry Outlet

228

12

46

89

CONCLUSION(9.1) dry outlet 24%

shared 12%

Exclusive co 61%

Exclusive pe 3%

The conclusion of the study is that in these 22 villages there are total 375 outlets out of which 228 outlets are coke exclusive,12 outlets are pepsi exclusive,46 are are in shared state and rest 89 outlets not selling any cold drink.

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61% market is captured by coke, 3% market is captured by pepsi, 12% market is in shared and 24% market still not selling any cold drink. Therefore , this % of market yet not covered by any soft drink company.

Hence ,There is huge potential area that is of 24% in these rural markets .So, company can expand Its market share by capturing this potential market as soon as because competitors having same eye on this market.

In this research I found that only 30% retailers are satisfy outher wise other 70% are unsatisfied by the company and they sale coco cola products just due due to its market demand . They were unsatisfied due to company’s schemes , hordings ,rack,stand, counter ,cooling equipments and normally products are not available at the delivery person according to their demand .

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10.

FINDINGS

The most popular flavour is Thums up! In the whole market.

Coco-Cola is demanded as a substitute of Thums Up! The second most popular flavour is Sprite.

Thums Up! Has the highest sale from Coco-Cola company.

Pepsi provides more schemes then Coco-Cola.

In the peak season retailers facing problem of cooling and storage of bottles, they need an colling equipment as a VisiCooler.

In rural market : » Thums Up! , Sprite & Coca-Cola are in huge demand. » Limca & Fenta were less demanded . » Mazza & Minute pulpy orange having neglegeable sale.

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11.

RECOMMENDATIONS

The company must try to make different brands of coco-cola available at every retail outlet whether it is large or small,otherwise the consumer may go for substitute.

Sales people and delivery persons should monitor the market whether stocks are available or not and they deliver to each and every retailer of coke when they do supply.

Company can also provide the racks , boards , counter and stands by this retailer feels that company provide them other then revenue so,it becomes company’s satisfied retailer Company should do this because it is also a mean of Advertising.

Display material should be provided to the retailers on more regular basis to increase the sales level.

Maintenance work of Vigicooler; i.e. Staplizer & cooling problem are common ,company must improved it.

The company should take steps to replace damaged or unsellable & less water content coco-cola goods frequently from the retailers.

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12.

BIBLIOGRAPHY

www.google.com www.coc-cola.com www.coco-colaindia.in www.scribd.com Company outlets Company employees Company guide Books: 1.Marketing Management Author-Philip Kotler 2.Research Methodology Author-C.R.Kothari

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13.

ANNEXURES

Summer EDS 2010 sheets

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Know the most recognized word on the planet after “OK”!

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