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GLIMPSES OF THE BIRTH OF COCA COLA

Coca-Cola began it's existence in a three-legged brass pot in the backyard of John S.

Pemberton on May 8, 1886. Pemberton was a pharmacist trying to create a new

headache tonic. Pemberton took his creation to the now famous Jacob's Pharmacy

(pictured below), about 2 blocks from his home. There the syrup was mixed with cold tap

water and sold to ailing customers for 5 cents. As the story goes, a customer in great pain

came in and ordered the syrup and the soda jerk accidentally mixed it with carbonated

water instead of regular tap water. The customer loved the new drink, declaring it

"Delicious and Refreshing!"

Frank Robinson, Pemberton's partner and bookkeeper, suggested the name "Coca-Cola",

taking each part of the name from a key ingredient in the product and proclaiming that

the two C's would look good in advertising. Mr. Robinson penned "Coca-Cola" in the

unique flowing script that is now famous worldwide!

By 1886, sales of Coca Cola averaged nine drinks per day. That first year, Dr Pemberton sold 25

Gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated

with the No-1 soft drink brand ever since. For his effort, Dr Pemberton grossed $5o and spent

$73.96 on advertising.

In 1891, Atlanta based entrepreneur, Asa G. Candler had acquired complete ownership of the

Coca Cola business. Asa Candler's merchandising flair helped expand the company to every state

and territory by 1919. In that year, Candler sold the company to Ernest

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Woodruff and a group of investors for $25 million and in 1923 Robert Woodruff

(Ernest's eldest son) became president of the company. Robert Woodruff's more than six

decades of leadership took the business to unrivaled heights of commercial success,

making Coca-Cola an institution the world over!

J.S. Pemberton Asa G. Candler Frank Robinson

JACOBS’ PHARMACY(1886)

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 HISTORY OF COCA COLA COMPANY
In the year of 1990, over one hundred years after the soft drink was invented, the Coca- Cola

Company opened up a museum-like building which was designed to be a tribute to its famous

soft drink product. It is also said to be a tribute to the countless number of consumers who drink

Coca Cola. The world of Coca Cola, as it is called is located in Atlanta, Georgia right amidst the

tourist district. And, its tribute to the soft drink is because it is so popular that it is now served

daily in nearly two hundred countries.

Having the museum located in Atlanta is fitting because long before anyone had ever heard of

Coca Cola, a doctor by the name of Johan Stythe Pemberton, who was a druggist in Atlanta,

mixed up his own concoction of medicinal syrup in May in the year of 1886, Dr. Pemberton used

African Kola Nut extracts and coca leaves, which are both strong stimulants, in his potion. The

result was Q thick caramel colored syrup. The purpose of the potion was to be an effective tonic

which would help a person's brain and nerves function better.

Dr. Pemberton's partner, a bookkeeper by the name of Fran M. Robinson, came up with the

name of Coca Cola for the syrup from the names of its two basic ingredients. Dr. Pemberton

poured some of the Coca Cola syrup into a jug and took it to Jacobs

Pharmacy in town. The pharmacy made Q fountain drink which mixed some of the Coca Cola

syrup with plain water. The drink was sold to customers for a nickel a glass.

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True or not, it has been said that a customer came into the pharmacy one day complaining or a

headache. He asked for a glass of Coca Cola to be made with carbonated water instead of plain

water and the carbonated version of the soft drink was born.

The first year, in 1886, Dr.Pemberton sold twenty five gallons of his syrup which earned him

total revenue of just fifty dollars. By the next year, because of h is poor health condition, he

began to sell of f his company. Five years later, man by the name of Asa G.Candlar, had acquired

total control of the Coca Cola became a patented product in the United States.

Its popularly would not stay within the United States for long, though, because in the year of

1906, Cola-Cola was bottled in Cuba and in Panama. Bottling operations were soon start ed in

Hawall the next year, then in the Phillipines, France, Belgium, Bermunda, Colombia, the

Honduras, Italy, Mexico, Haiti, and Burma in later years. By the year of 1940, the famous soft

drink was bottled in forty country.

Advertising for the cola has included many product slogans including "The Pause That

Refreshes", which was used in 1929, "Have A Coca Cola And A Smile", which was used in

1979, and "Always Coca -Cola" which was used in 1993 when sales from this soft drink

exceeded ten billion cases worldwide. In brief the history could be defined under following

headings-

• On May, 1886, Atlanta druggist Dr. John Styth Pemberton (former confederate officer)

invented "Coca Cola" syrup using melted sugar, water and other ingredients. It was marketed

as a "brain and nerve tonic" in drugstores. Sales averaged nine drinks per day.

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 • Frank M. Robinson, Pembertons's bookkeeper, was he person who suggested the name

“Coca Cola" which was chosen because both words actually named two ingredients found in

the syrup. They were the coca leaf and the Kola nut Robinson spelled Kola with a "C" to look

better in advertising.

• The first year's gross sales were $ 50 and advertising costs were $ 73.96.

• The original formula included extracts of the African kola nut and coca leaves, both

strong stimulants. "Coca Cola" was one of thousands of exotic patent medicines sold in the

1800's that actually contained traces of cocaine.

• One summer, in 1886, a customer walked into a drugstore complaining of a headache and

requested a bottle of "Coca Cola" syrup. To get instant relief, he asked the "soda jerk" to mix

up a glass on the spot. Rather than walk to the other end of the counter in order to mix it with

cold tap water, the clerk suggested using soda water. The man remarked it really tasted great,

and soon after "Coca Cola" was in fizzy, carbonated form.

• "Coca Cola" was first sold for 5 Cent a glass as a soda fountain drink, at Jacob's

Pharmacy in Atlanta, Georgia.

In 1888, Asa G. Candler bought the company from Dr.Pemberton. Later that same year Dr.

Pemberton died by 1914, Candler had acquired a fortune of some $ 50 million. Baseball hall

of farmer Ty Cobb, a Georgia native, was another early investor in the company.

• In 1891, Coca Cola produced its first calendar.

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• In 1894. Joseph A Biedenharn, owner of the Biedenharn Candy company in Vicksburg,

Mississippi, first bottled "Coca Cola".

• By 1903, the use of cocaine was controversial and "Coca Cola" decided to use only

"spent coca leaves". It also stopped advertising "Coca Cola" as a cure for headaches and

other ills. In 1919, after his death, Griggs Candler's family sold the interest in "Coca Cola" to

a group of businessmen led by Earnest Woodruff for $ 25 million. Woodruff was appointed

president of "Coca Cola" on April 28, 1923 and stayed on the job until 1955.

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 IMPORTANT LANDMARKS OF COMPANY

1876 John Pemberton discovered the formula of Coca Cola, name

given seven- X of its secret formula.

1882 Coca Cola company established in Atlanta.

1915 Alexgender Samulsus and Earl R.Peassia of "Indian Rout Glass

Company designed the present bottle of Coca Cola and also it
was the first patent bottle.

1950 Coca Cola started the operation in India.

1977 Coca Cola closed operations in India.

1991 Coca Cola came back in India and opened Britco Foods
Company.

1992 Coca Cola opened its first bottling plant in Pune.

1993 Coca Cola bought all the Parle Products Thumps up, Limca,
Citra, Gold-spot, Maza at, $40 million.

1994 First time Coca Colas introduce Coca -Cola in Agra.

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9
 HISTORY OF SOFT DRINKS

The history of soft drinks began with the end of the last century. Its history dates back to civil

war in USA in 1860s. At that time people were suffering from many diseases.Problem at that

time was how to cure all these disease, since no remedy was present at that time. It was a big

question for American people. The prototype Coca-Cola recipe was formulated at the Eagle

Drug and Chemical Company, a drugstore in Georgia by John Pemberton, originally as a coca

wine called Pemberton’s French Wine Coca.In 1886, when Atlanta and Fulton county passed

prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a non-

alcoholic version of French Wine Coca. The first sales were at Jacob's Pharmacy in Atlanta,

Georgia, on May 8, 1886. It was initially sold as a patent medicine for five cents a glass at soda

fountains, which were popular in the United States at the time due to the belief that carbonated

water was good for the health. Pemberton claimed Coca-Cola cured many diseases, including

morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first

advertisement for the beverage on May 29 of the same year in the Atlanta Journal. A new brand

named PEPSI COLA was born in the year 1887.

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 INDIAN HISTORY
Around 1948 the first branded soft drink was introduced in the Indian market. This soft drink

was named as Gold Spot. Before Coco Cola entered the country to dominate the scene in 1950,

Parle Exports Pvt.Ltd. was the first Indian company to introduce a lemon soft drink and this

drink was known as Limca and it was introduced in 1970.

In the year 1977 Coca Cola left Indian market and this brought in an opportunity for various

Indian companies to show their caliber. At this time a new soft drink was introduced by Parle

products and this was colour. This drink was introduced with a mighty saying "happy days are

here again". As if happy days went away with

Coca Cola. There was another company named Pure Drink, which introduced the soft drink

named Campa Cola along with orange and lemon flavours.

Just after this many more companies entered the soft drink market. A soft drink name double. I

had been introduced by a company Modern bakers. Another company Mohan Meakins also came

up with a Soft drink named Mary & Punch up, McDowell came with thrill, Push and Sprint.

Previously there was no competition in the Indian soft drink market but with all companies

coming in the Indian market a huge competition was place with college advertisements. But in

the year 1988 Pepsi was given permission to sell its soft drinks in the Indian market by the

Government of Indian. Coca Cola also come back in the year 1993.

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 COCA COLA IN INDIA
The Coca Cola Company entered India in early 1950, it setup four bottling plants at Bombay,

Calcutta, Kanpur and Delhi. In 1950, as there were negligible companies in the Indian

market, therefore, Coca Cola did not faced much competition and they were accepted in

Indian market more easily. The brand was accepted by all age group. The full credit must go

to Coca Cola for making soft drinks popular in Indian by end of 1977.Coca Cola had

captured more than 45% of market share in India Then Coca Cola left India following public

regulations the company was required to Indianise or close operation come to an end in July

1977.

Coca Cola come back in the year 1993 after liberalization and was launched at Agra with the

slogan "Old wave have come to Indian again". At the time Parle was the leader in the soft

drink market and had more than 60% of the total share in soft drink. Coca Cola joined hands

with Parle to enter India after 17 years, by striking a 40 million deal with Parle. Coca Cola

almost made a clear sweep and made its goal as "to become all time all occasion drink not a

special treat beverage."

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PRESENT SCENARIO OF SOFT DRINK MARKET
The soft drink market all over the world has been witnessing a throat cut battle between two

major players: Coca Cola & Pepsi. The thirst quenchers are trying hard to have the major piece

of the apple of overall carbonated soft drink market. Both the players are spending energies in

building capacity, infrastructure, promotional activities etc.

Coca Cola, being 11 years older than Pepsi, has been dominating the scene in most of the soft

drink market of world and enjoying the leadership in terms of the share. But the Coca Cola

people are finding it hard to deep away Pepsi, which has been narrowing the gaps regularly. The

two are posing threats for each other in every nook and corner of the world. While Coca Cola has

been earning most of the part of its bread and butter through beverages sales, but Pepsi has a

multi-product portfolio with a handsome portion from the same business.

The warriors are face to face once again here in India with different strategies and tactics to

attack the rival. Coca Cola is focusing upon the joint ventures with the exiting bottlers to

enhance its control on manufacturing in marketing of its products range and attain the equality

standards of its class. Countering it Pepsi has taken the battle in its own hands by floating as

investment of $9.5 billon to set Pepsi Co. India holdings as a subsidiary for company owned

bottling operations (COBOL). Both the companies are following different path for reach the

same destiny, i.e., to fetch the bigger portion of the aerated soft drink market in India.

Both the competitors have a distinct vision and properties about the Indian soft drink market.

Though having so much difference and distances with each other ,they both consider India a

huge potential market ,as per capita consumption here is a mere three serving annually against

the world average of 80.therefore ,they are putting in their best effort to woe the India consumer

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who has to work for 1.5 hour to buy a bottle soft drink in comparison to the international norms

of 5 minutes, a major hurdle to cross over for both the athletes on getting no.1 position.

Coca Cola is well with its 53 bottling sites throughout the country giving it an edge over

competition by processing a well built and distribution set up. On the other hand , Pepsi, with 2

more years in India , has been able to set an image of winner this time in India and get the pulse

of Indian soft drink market. The soft drink giants are leaving no stone unturned. Coca Cola has

been penetrating the market through its wide product range with a determination to change

consumption pattern of soft drink in India. Firstly, they upgraded the whole industry by

introducing 300 ml bottles, which in turn had given the industry a booming growth of 20% as

compared to the earlier 5%. They want to develop a Coca culture and are working on a strategy

to offer soft drink in every possible package. In Coca Cola cap, the idea of competition has not

come from Pepsi, but from the other beverages such as Tea, Coffee, Nimbu Pani, and Water etc.

Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working on

the strategy to be winners in the hot cola war between two big banners. According to Pepsi

philosophy, it’s the madness encourages executive to think, to conjure up those creative tactics to

knock the fizz out there competition. Pepsi had plumbed a large on the visibility of its blue red

and white logo. They have been going with aggressive marketing by putting Sachin Tendulker,

Akshay Kumar, and now Shahrukh Khan in their advertisement to endorse their brand, the role

models for its targeted consumer the teenagers. They have increased the fizz in the market place

by introducing the dispensers called Fountain Pepsi and has been enjoying a lead over its rival

there.

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Coca Cola on the other hand, has been working on the saying ‘slow and steady wins the race’,

side by side retailing to every more of its competitor. They have produced the shield of Thums

Up with a handsome market share in Indian soft drink market. Countering Pepsi’s international

commercial that used two chimpanzees to cock a snoop at Coca Cola. Thums Up has been

positioned now very near to that young image of Pepsi and giving it a tuff time.

These cool merchants have put every thing on fire .If Coca Cola get the status of the official

drink of wills world cup, Pepsi blushed as nothing official about it. as Thums up projected as

‘sare jaha se accha’, Pepsi was passionate enough with ‘freedom to be’ and now the “yeh dil

mange more”.

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 FACTORS INFLUENCING THE SOFT DRINK INDUSTRY
A soft drink is a mixture of concentrate sugar syrup and treated water .The factor that affect the

soft drink market and the soft drink industry has resulted in the great competition are-

(a) Impulse:
Soft drink business not governed by brand loyalty. So that emphasis is not only on creating the
market but also on retaining it.
(b) Availability Factor:
The availability of right brand in the right place, at the right time is main aim for
winning consumers in soft drink business.
(c) Seasonal Business:
The main consumption of soft drink is in summers and hence most of the profits are to be
made in this season itself.

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 SOFT DRINK MARKET IN INDIA
Today India is one of the most potential markets, with population of around 100 karore on

people; the Indian soft drink market was only of 200 cases per year. This was very low even

compared to Pakistan and Philippines. Population and potential market are two major reasons for

major multinational companies of entering India. They feel that a huge population coupled with

low consumption can only lead to an increase in the soft drink market. Another increase in the

sale of soft drinks in the scorching heat and the climate of India, which is suitable for a high sale

of the cold drink. All these factors together have contributed to a 30-percent growth in the soft

drink industry.

If the demand continues growing at the same rate, with in to years to volume could touch 1

billion cases. All these factors are the reasons for the entry to giant of the soft drink market of

the world to enter the Indian market. These two giants Pepsi &Coca Cola them selves share 96%

of the soft drink market share. Rest is shared by Cadbury’s Schweppes, campa –cola & Parle

people (Thums up & Limca).

Soft drink consist of a flavor base, sweetener and carbonated water in general terms non-

alcoholic drinks are considered as soft drink this name soft drink was given by Americans are

against hard which is mainly alcoholic.The major participant involves in the production and

distribution of soft drink of concentrate and syrup producers, bottlers and retail channel.

Concentrate producers manufacture basic soft drink flavor and sell them to bottlers. Bottlers

purchased concentrate, at carbonated water and some time sweetener, and deliver it to the

customer accounts. Retail channel refers to business location that sells or serves the products

directly to the consumers.Soft drink is not a product, which a person plans to buy before hand,

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but it is an impulse purchased. Lots of sale depends upon the strength of merchandising done at

the point of sale.

It all begin in 1977, a change in government at the center led the exit of Coca Cola which

preferred to quit rather diluting its equity to 40% in compliance with the foreign exchange

management act (FEMA). The first national cola drink to pop up was double seven. In the mean

time, pure drinks, Delhi on Coca Cola’s exit, switched over to Campa-Cola.

The beginning of 1980 s saw birth of another cola drink thumbs Parle the gold spot people

launched it in 1978-79,AS “REFRESHING Cola “by the mid –eighties Mc Dowell’ and by the

late eighties there was double cola, which entered in India market (share 33%) with its gold spot

and Limca brands. Later Thums up also started thumbs up. At the same time threat to the India

soft drink was that of fruit drinks. In 1988, fruit drink market was valued at rs.40 crore &grew at

the rate 20%.

Coca Cola-cola entered India buying up to69% of the 1,8000 crore soft drink market (i.e. Parle

expert brand of Thums up’s, limca gold spot, Citra &Mazza). Today the scene has changed

making it a direct battle between two giant Coca Cola-cola & Pepsi. The picture will become

clearer by looking at the Indian market shares in the beverages industry. One of the strongest

weapons in Coca Cola company armory it has the flexibility it has empowered its people with .in

Coca Cola every employee, may he be a manager or salesman, have an authority to take

whatever steps he or she feels will make the consumers aware of the brand and increase its

consumption. Thus Coca Cola believes in establishing and nurturing credibility of salesman &

making commitment to grow business in accounts all these factors led to a high growth in the

Indian market & constantly increasing market share.

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 COMPANY PROFILE
The Coca Cola company is the world’s leading manufacturer and distributor of non-alcoholic

beverage concentrates and syrups, with world headquarters in Atlanta, Georgia(USA). The

company and its subsidiaries in nearly 200 countries around the world manufacture and sell over

230 other company soft drink brands.

By contract with the Coca Cola Company and it's local subsidiaries, which employs nearly

34,000 people around the world, local businesses are authorized to bottle and sell company soft

drinks within the local boundaries and under conditions that ensure the highest standards of

quality and uniformity.

COMPANY'S OBJECTIVES
Company's mission must be turned in to specific objectives for each level of management in a

system known as management by objectives the most common objectives are:

 Profitability

 Sales growth

 Market Share

 Improvement

 Risk Diversification

 Innovation

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  Satisfy the customer

COMPANY GOALS
Finally the company goals are:

 To earn maximum profit.

 To satisfy the consumers needs through better quality of product.

 To maintain quality of product Best distribution system.

 To continuously increase their own share of percentage in soft drinks.

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 ORGANISATIONAL STRUCTURE

Managing Director

Production Sales Finance

Manager Manager Controller

Assistant Sales
ABM ABM
Manager

Sales
Promoter

Sales
Manager

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 CORPORATE SOCIAL RESPONSIBILITY

The Coca Cola Company in Indian supports eight Jagriti (Awakening) Learning Centers (JLC);

managed by India's well-known organizations, such as CRY, Pratham, Prayas and Literacy India.

The program provides education at the primary level to underprivileged children, as well as

computers training for teachers. Over 1,800 students per year have benefit from the program.

Working with state and district governments our company provides support to primary health

centers in areas where our bottlers are located.

In 2002, in partnership with the St. John's Ambulance Brigade (Associate of Red Cross ), we

conducted health camps for those who live in poverty-stricken urban areas to sensitize the

community on pertinent issues such as HIV/AIDS , communicable diseases, immunization,

hygiene and sanitation and reproduction and child health. Free health check-ups and medicine

were provided, with over 10,000 people benefiting from the campaign.

The company supports rainwater- harvesting project as part of a major government initiative to

combat water scarcity and reduce ground water tables across the country. We are analyzing

options for rainwater harvesting at our major bottling plants. Along with the Resident Welfare

Association of Greater Kailash, our company installed four rainwater harvesters. The Chief

Minister of Delhi unveiled one of the rainwater-harvesting units in a dedication to local

residents.

Several of our bottling plants provide safe drinking water to local villages, through the

organization of water tankers, bore wells and hand pumps.

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The company has funded India's first national polio eradication drive, as well as a national

drought relief program.

The company sponsors a unique national radio program for women called "The HER Show"

(Health Education and Recreation). The 30-minute weekly program informs and educates

housewives. On primary health and education issues we sponsored a one-day” Mother & Child

Health District Mela" in Ghaziabad. Several hundred women and children from five villages

received free medical check-ups and consultation.

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26
 PRODUCT PROFILE
The company has six brand and all of them are manufacture at the BRINDAVAN BOTTLERS.

Each of the brands has its own flavors and contents. Having many profiles the customers vary

the different segments of customer prefer different flavors. The brands of Coca Cola are named

as following-

1) COCA COLA

2) THUMS-UP

3) MAAZA

4) SPRITE

5) FANTA

6) LIMCA

7) KINLEY (M. Water)

8) COCA COLA DIET

These are bottled at "Amrit Bottler Pvt. Ltd., Faizabad" and supplied in the Gorakhpur city by

"ADVANCE SALES & SERVICES”.

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28
 PRODUCT LINES OF COCA COLA & PEPSI
Product lines of Coca Cola& Pepsi are as follows:-

FLAVOUR COCA COLA BRAND PEPSI BRAND

Coca Cola Pepsi

Cola
Thums-up Pepsi diet

Coca Cola diet

Orange Fanta Mirinda

Cloudy Lemon Limca Mirinda lime

Clear lime Sprite 7up

Mango Maaza Slice

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30
 PUNCH-LINES OF COCA COLA PRODUCT

Thanda matlab Coca Cola.

 COCA COLA
Jo chahe ho jaye Coca Cola enjoy

I want my thunder
 THUMS-UP
Thums-up taste the thunder

Kuch bhi ho sakta hai,

 FANTA
Masti ka apna taste

Take it easy.
 LIMCA
Lime n' Lemoni Limca

Bottle me aam maaza hai naam.

 MAAZA
Yaari Dosti, Taaza Maaza

Dikhawe pe mat jao apni akal lagao.

 SPRITE
Sprite bujhaye only pyaas, baki All bakwas

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 DESCRIPTION OF THE PRODUCTS

 Coca Cola

“THANDA MATLAB COCA- COLA”

“JO CHAHE HO JAYE COCA COLA ENJOY”

“SAR UTHA KE PIYO”

Coca Cola is strongest brand among all other brands, being sweet in taste and is world wide

famous for its sweetness mixed with strongest.

Some time ago there were changes made in old formulas but it was not accepted and company

had to reintroduce the first one. At present in Gorakhpur City it is a cash cow product of

company.

It is available in

1. 200 ml bottle

2. 300 ml bottle

3. 500 ml bottle

4. 1 000ml bottle

5. 1.5 ltr.

6. 2 ltr.

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  Thums Up

“I WANT MY THUNDER"

"THUMPS UP TASTE THE THUNDER"

Thumps-up the other very famous product of cola flavor is thumps-up basically it is a PARLE

product. But after the Coca Cola took over Parle it is manufactured under the grade mark of Coca

Cola only.

It is also sweet in taste and strong in nature. Mostly preferred by young generation people

and teenagers. Being Indian it is more popular, especially among males. It is famous as thunder

drink.

In market it is available in different volumes.

1. 200ml bottle

2. 300ml bottle

3. 500ml bottle

4. 2 ltr. bottle

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  Limca

“JUST TAKE IT EASY”

Limca --- Limca is considered to be lemony in taste and comes under the category of cloudy

lemon, because it's true color being similar that of clouds.

It is less strong and is found to be a substitute of the limewater and is preferred as a light drink.

After the introduction of the "MIRINDA LIME" BY PEPSI it is now facing a competition and

step should be taken to promote its sale. It has a 15%- 18% share in the market.

It is available in different volumes.

1. 200ml bottle

2. 300ml bottle

3. 500+100ml bottle

4. 2 ltr. pet

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  Fanta

“KUCH BH1 HO SAKTA HAI

MASTI KA APNA TASTE”

FANTA--- Fanta is popular orange flavored brand of Coca Cola and is preferred by the children

and women Because of its sweetness and orange flavours.

The color of the drink is also orange and is less strong than the cola flavours.

In the market it is available in.

1. 200ml bottle

2. 300ml bottle

3. 500+1 00ml bottle

4. 1.5 It pet

5. 2 It pet

It's main rival is PEPSI'S "MIRINDA" at present it has capture 10% of the total share of market

being new product it still needs promotion and expansion.

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  Sprite

"DHIKAWE PE MAT JAO APNI AKHAL LAGAO”

SPRITE-sprite is considered to be lime in taste and comes under the category clear lime.Sprite

the other very famous product of Coca Cola. It is also sweet in taste and strong nature. Mostly

preferred by young generation.

It is available in:

1. 200ml bottle

2. 300ml bottle

3. 500ml bottle

4. 1 It - bottle

5. 1.5 It bottle

6. 2 It bottle

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  Maaza

"BOTTLE ME AAM MAAZA HAI NAAM”

MAAZA---- Maaza is a mango pulp containing drink among the different segment of consumer.

It is non accreted soft drink and is facing a tough competition from juices like

1. 200ml bottle

2. 250ml bottle

3. 500+1 00ml bottle

4. 1 ltr. bottle

5. 1.5 ltr. bottle

6. 2 ltr. bottle

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  Kinley Vs Aquafina

The water business is far bigger than carbonated soft drink. It is leaving no stone unturned to

scale up quickly tended to use a smaller size - 250ml to drive penetration. But not only does it

cannibalize the 300ml. Float, it also offer very little margin at the current Rs. 10-12 pricing. But

Coca Cola's Kinley & Pepsi's Aquafina have to contend with Ramesh chouhan's Bissleri. Which

is discounting heavily to build volumes in the low margin business say's Pepsi's Sinha- "We will

refrain from discounting in the water business" Kinley's on other hand is fighting Bisleri tooth

and nail.

The fight has all the making of a Cola war. As Coca Cola and Pepsi have shown, there is no clear

winner in such battle.

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39
 SALES & DISTRIBUTION

Sales are the cutting 'edge' of any business operation it is part of that company. However big and

small that meets the firms customers from home the business is derived The people, who are

engaged in this acclivity meet customers and get information about the product or services which

are been sold and provide feedback to the firm.

American Market association has defined sales management as "the blaming direction and

control of selling personal including recruiting, selecting, equipping, assigning, routing super

visioning, paying and motivating as these tasks apply to personnel sales force".

In the other word "sales management is used by business to refer to the direction or supervision

of salesmen.

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 OBJECTIVES OF SALES MANAGEMENT

Qualitative objectives: - (Short Term)

• To retain and capture market share.

• To determine sales volume in ways that contributes to profitability.

• To obtain the account of given type.

• To keep personal expenses within specified limit.

• To secure targeted percentage of certain account of business.

Qualitative Objective: - (Long Term)

• To do the entire selling job.

• To service existing accounts.

• To search and maintain customers cooperation.

• To assist the dealer in selling the product line.

• To provide technical advice wherever necessary.

• To assist in training of middlemen's sales personnel.

• To provide advice and assist the middlemen. To collect and report market information of

interest and use to the company management.

41
 SALES MANAGEMENT CYCLE
A sales management looks after and manages a firm's personal selling function. Sales

management deals with analysis Planning organizing direction and control of the company's

selling activities. Constitutes cycle shown below.

Analysis

Organisation Planning
Control
Organisation

Direction

Sales Management Cycle

Analysis

This involves probing into the sales records of the company analysis and reports of sales people

investigation of marketing trends and other environment factors.

Planning:-

It involves setting objectives of the firms sales efforts, formation of sale strategies and policies in

order to achieve those objectives.

42
Organisation:-

It involves determination of the structure of the sales force and delegation of authority which is

supposed to be necessary to achieve the organization objectives.

Direction: -

It involves proper supervision and implementation of the plan with the help of the proper

communication, motivation and Leadership.

Control:-

It involves comparison of the actual with the desired results; find out reasons for deviation and

taking corrective action accordingly.

DISTRIBUTION NETWORK: A CONCEPTUAL

APPROACH:
Creating a customer and creating a product do not complete the process of marketing, delivering

the product to the customer is an equally important part of this process. This is referred to as

"Distribution" in marketing parlance. As distribution affects a company's sales, finance and

turnover, therefore a brief explanation regarding various aspect of distribution is required.

Definition:-

43
It can be defined as the process of reaching the product to the consumers. It encompasses all the

activities in the physical flow of products between producer and consumer.

Importance:-

Distribution provides place and time utility to products. In other words it makes the product

available at the right time and right places. It enhances company's sale and its competitive

position. Distribution also helps in the process of demand generation. It helps in building up an

effective cost reduction by judicious management. It has to be dealt by keeping various factors.

In soft drinks there is an advantage that the shelf life of product is almost one year compared to

other where it is just one week or few months. Further it is a sector where producer has to reach

the consumer unlike others.

Components: -

Major component of the distribution network are as under:

 Distribution planning

 In-plant water housing

 Transportation

 Field warehousing

 Receiving

 Handling

 Inventory management

44
  Order processing

 Stock accounting

 Communication

 Accounting

Designing the system: -

It includes the following steps.

 Find out what is desired by the customers.

 Find out what the competitors do in this regard.

 Find out the peculiar features and specific requirements.

 Keep the cost system cost effective.

 The system should be flexible

While managing a distribution network there are three key areas. They are as under:

1. Transportation

2. Warehousing

3. Inventory control

Transportation management involves decisions on:

 How much to move

 When to move

45
  Where to move

 Mode of movement

While designing a warehousing system, it is necessary to raise and answer the following basic

question relating to this flow.

1. How many warehouses should we have?

2. What should be the size or capacity of each of them?

3. Where should we locate them?

Effective management of finished product inventory is quite essential for running a business

effectively and profitably. Inventory strategies and decisions become particularly important in

business where inventory costs form a sizeable part of total marketing costs.

The following are the main issues involved in the management of finishing product inventories:

1. Correct identification of the functions performed by the inventories.

2. Working out strategies for keeping the inventories at the optimum level.

3. Establishment of the right relationship between inventory functions and inventory levels and

they are by deciding the optimum level of inventory.

A Total System Approach to Distribution Is a Must

Through, we have seen that the different functions of distribution such as transportation,

handling, warehousing and inventory management interact constantly with one another. As the

46
functions are interdependent, the cost thereof are also closely interrelated. Very often one

function subsides another. For example, if the firm is prepared to incur increased cost on

transportation, it may be in position to reduce its inventory cost. This is so because under such a

condition, the firm can use faster mode of transport and thereby reduce the level of inventory in

the field warehouses. And the converse is also equally true.

In the nature of things, the different functions of distribution need an integrated handling.

This means that in the nature of things, none of the distribution functions can be handled

isolation. They have no separate identities. They need a high degree of coordination and common

direction. If the functions are scattered, in an arbitrary manner among different departments of

the company without common direction. Control would get fragmented and effectiveness would

be adversely affected.

In fact under such a situation, the very objectives of distribution get fragmented and distorted.

The different function would pull in different directions. The transportation people would go all

out to reduce the cost of transportation unmindful of the effect of such a policy on other aspects;

they would settle for less reliable and slower modes of transport; they would also report to bulk

dispatches of the product to a few selected places instead of dispatching it to a large number of

demand centers at greater frequency and in convenient lots the several locations with a view to

maximizing customer services The inventory control people opt for the diametrically opposite

objective , viz , minimizing inventories , whatever be the consequences !

47
In brief, when the different functions are viewed in isolation, the tendency will be to reduce the

cost of particular function unmindful of its consequences on the other related functions

.Individual functional costs are kept in focus, but the total cost of the distribution function as a

whole is forgotten. Cost reduction becomes ' the slogan for each function/department. Decisions

are taken by each function in isolation, based on alternatives available to particular function

sometimes; it even leads to a "penny wise, pound foolish” practice. The ultimate result is that

costs go up while the level of service goes down.

Distribution Has To View As A Single Unified Task And A Single Integrated System:

Because of the interrelations among the different functions and their costs, it would be necessary

and desirable to look at the distribution job as a single unified system and optimize the efficiency

of the distribution job as a whole. Such a approach will result in better coordination among the

various distribution functions , remove the sub optimization in the system and enable the firm to

achieve its distribution objectives the case.

48
LINKAGE OF SALES & DISTRIBUTION WITH
PERSONAL EXPERIENCES & FINDINGS

Sales and distribution is a very important part activity of any firm. Distribution tries to reach the

goods and services to the customers so as to increase the profit and sales of the company.

Without proper distribution the company does not achieve the desired goal of maximum profit.

As in my survey I found that there is a big problem of distribution so that the company lost the

sales of some major outlets like cinema hall and mess. So it is very necessary that company

should consider on its distribution channels. I found that the distribution is very defective and not

regular so that the retailers switch over the other brands like Pepsi, because they provide regular

and quick supply to the retailers because of their good and effective distribution system. It is

necessary that you have proper number of transportation vehicle and warehousing

Communication also.

Company must have proper number of trucks, warehouse, and effective communication with the

distributors so that they supply the consumer's goods in tune without gap.

49
50
 SCENARIO OF SOFT DRINKS IN INDIA
The history of Indian soft drink market is dated around 1948 'when the first brand named as Gold

Spot was introduced in Indian market. This opened the doors for other soft drinks and Coca Cola

entered the market in 1950's with its brand Coca Cola. Then came the Indian companies in which

the main was PARLE Pvt. Ltd. It was the first Indian company to introduce a lemon soft drink.

In 1970's in competition to the Coca Cola they launched a brand named Cola Pepino but it failed

due to a tough competition from Coca Cola and had to be withdrawn from the market.

Indian Government was also putting its efforts to introduce its own local drink to become self

reliant , But in early 70's disputes started between Indian Government and Coca Cola was to

asked quit and the Indian Government launched its own drink at the Agro Expo 77 in New Delhi

as 'Double 7' with the help of Modern Bakers.

After Coca Cola left Indian, Parle had introduced a new soft drink named THUMPS UP. This

was substitute for Coca Cola in the market with similar taste and colour. This drink took the

place of Coca Cola and very soon became very popular and one of the prominent share holder.

There were other companies also which entered the market in which Pure Drinks launched

Campa Cola along with orange and lemon flavours Mohan Makings came with Mary and pickup

and the McDowell introduced thrill. Rucsh and Sprint later Parle became the leader in the soft

drinks but after the introduction of Pepsi in 1988 the competition started and with the return of

51
Coca Cola in 1993 it has gained up due to modernization of society the market an 'the

competition both increased and is giving a way to more and more improvement today Indian soft

drink industry is well established and having a growth rate of 20% per year. The total market

estimated for the year 97-98 is of Rs.1800 crores.

With improved economy bottles have to be popelled into expanding capacity with their bit time

plans. With increasing demand the volume production is supposed to reach 1 million cases with

ten years. To reach this target the Cola market will have to build capacity infrastructure and the

bottles more easily available and more affordable.

The Indian Coca Cola history date back 48 years ago i.e. the Coca Cola entered the early 1950's

in Indian market and set their four plants of bottling at Bombay Calcutta Kanpur and Delhi. At

that time there was negligible competition in Indian market and Coca Cola soon captured the

Indian market, it would not be wrong if the credit of popularizing the cold drink culture is too

given to Coca Cola. This brand was soon accepted by all the segments and all age groups

becoming a popular thirst quencher.

In early 1970's Coca Cola’s market share was high (45% to 50%) in India. Things started

changing in 1977 when the Janta Party come to power. For George Fernandez the Coca Cola

controversy was an ideal issue to derive political mileage. It request Coca Cola's competitor

Parle for help to bottle new product. The product trails in parliament were successful and the

political pressure to throw out Coca Cola gathered momentum. Coca Cola was finally asked to

quit in 1977 in spite of worldwide reputation of being a unique secret formulation.

52
With the opening of economy in 1991 the MNC's once again started acting in the giant Indian

market with this Coca Cola also entered in 1993. It was launched at 'Agra' with the oldwave

coming to Indian again. At this time parle was leader in soft drink market and more than 60% of

the total shareholder of soft drink industry. Coca Cola joined hands with Parle to reenter with its

full strength after 17 years.

By striking a $ 40 million deal with Parle, Coca Cola almost made a clear sweep over the market

to compete with the other MNC giant Pepsi Cola which was already in the market at that time.

The aim of the Coca Cola was to become an all time all occasion drink and not a special

occasion beverage.

This time the competition faced is tough for the company because it has the American giant

Pepsi as main competitor but other companies like Cadbury Schwepper are also there.

53
54
 SWOT ANALYSIS

The overall evaluation of a company’s Strength, Weakness, Opportunities and Threats is called

SWOT Analysis.

The SWOT Analysis is further divided into two parts :-

 Internal environment analysis

 External environment analysis

Internal environment analysis (analysis of strength and weakness)

It is one thing to discern attractive opportunities and another to be able to take advantage

of these opportunities. Each business unit needs to evaluate its internal strength and weakness.

As the research is conducted following strength and weakness of the Coca Cola Company

is found.

External environment analysis(analysis of opportunities and threats)

These factors are related with external environment, which affects the profitability and

functioning of the company. Each company has to regularly scan its external environment.

55
 Strengths

 Good company image.

 Well trained and experience workers and executives are available.

 Strong distribution network.

 Brand 'Thums-Up' alone cover the big market. Adopted two types of distribution

channels (Direct route and indirect route).

 Effective sales promotion schemes and commission to salesman on achieving target.

 Effective executive team.

Weaknesses

 Less personal contacts with retailers.

 Service is not good.

 Company officials do not visits outlets regularly.

 Less advertisements Channels.

 Bad and delay in claim settlement.

56
 No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.

 Less availability of dealer board, glow signboard, painting etc.

57
 Opportunities

 High growth rate for fruit drink market.

 Lucknow city has a great population of youths in U.P.

 Lucknow city has good market share of Slice in India.

 Therefore there is a need only of marinating this share in future.

 Targeting the upper middle class for home take segment.

Threats

 High growth of competitor's products.

 Better facilities provided by the competitor to their distribution this might lead to switch

over to slice distribution towards competitors.

 Indifference among distributor and fat dealers.

 Different effective promotion schemes of competitors.

58
59
 EXECUTIVE SUMMARY

The project topic has been "The analysis of market share of Coca Cola” in Gorakhpur City.

Obviously, it is a comparative study between Coca Cola and its main competitor Pepsi.

Accordingly, I conducted survey in the selected areas of Gorakhpur city which has been

provided to me by the company named N M Soft Drinks Pvt. Ltd. My area of survey includes

Golghar, Indira Bal Vihar, Stadium, Padieyganj, Cantt Road, Betihata, Hanuman Mandir,

Chowk, Civil Line, RTO, Prem Chand Park, Ghantaghar.

To know about the market share of Coca Cola and Pepsi. I filled up a chart which had been

questions like-.

1. How many crates you sold in a year and during the peak month?

2. How many crates you have own?

3. Do you have any Sign Board of Coca Cola or Pepsi?

4. Do you have any Fridge or S.G.A. of Coca Cola or Pepsi?

5. Whether company provided you any discount?

6. General information like name of outlet, address, of outlet etc.

All the shopkeepers/retailers answered these questions and with the help of these answers I found

things like:

1. Which company provides more discount to the shopkeepers?

2. Which company provides more S.G.A. to the shopkeepers?

3. Demand of which soft drink is high?

60
4. Whether supply of goods is sufficient or not? If not then reasons for the same?

I face difficulties too during my survey. To quote some of these:

1. Everyone was not ready to tell as to how many crates they sold throughout the year

because they thought that this survey may be related to income-tax department.

2. Some of the shopkeeper's were not ready to tell about discount provided by the

company.

3. Some of them said that company conducted this type of survey many times but did

nothing to solve their problems.

4. Some shopkeepers had no time even to talk because of rush in their shops.

5. Behaviour of some Panwala was not very refines and educated so I also feel difficulty in

talking to them.

Having conducting my survey and analyzing the findings I find myself in a position to

recommend /suggest few points to the company which may enable to increase its sales in these

area. To quote:

1. To ensure regular and quick supply of goods/refills so that customers do not switch

over to other brands like Pepsi.

2. To ensure to provide the required flavours to the shopkeepers Iike Fanta, Maaza etc. so

that do not sell other substitute brands like Miranda and Slice to the customers. Which are

their competitors of Pepsi.

3. To ensure to provide schemes and discounts to the shopkeepers irrespective of any

gap what so ever so that they do not sale other companies product.

61
62
 INTRODUCTION OF THE PROBLEM

A research problem in general refers to some difficulties, which a research experiences in the

context of either a theoretical or practical solution and wants to obtain a solution for the some.

Thus, a research problem is one, which requires a researcher to find out the best solution for the

given problem, which is to find out by which course of action the objective can be attained

optimally in the context of a given environment. There are several factors, which may result in

making the problem complicated for instance; the environment may change affecting the

efficiencies of the course of action of the values of outcome. The numbers of alternative course

of action may be very large, persons not evolved in making the decision may be affected by it

and react to it favorably or unfavorably and similar other factors. All such element (or at least the

important ones) may be thought of in context of a research problem.

The research was done to analyze and study about the following problems-.

 Inefficient distribution network of Coca Cola.

 Competition faced by Coca Cola through Pepsi.

 Changing market trend and about soft drinks.

 Dissatisfied retailers and problems faced by them.

63
64
 OBJECTIVES OF THE RESEARCH

The objectives of any study def in purpose for which study is taken up. It specifies the goals to

be achieved. The project on soft drinks is to find out the market share of Coca Cola vis-a-vise

Pepsi the basic objective of this research is to find out the answers of the following questions:

1. To access the market share of Coca Cola vis-a-vise Pepsi.

2. To study future plans and changes.

3. To arrives at strategies to dominate the market during 2005.

4. To identify other outlets.

5. To access the % shares of sinage available in the market.

6. To access the % share of chilling equipments in the market.

7. To conclude and suggest the company measures and means to increase its share and in sales

and upgrade its overall performance thus to improve corporate image.

65
66
 ADVANTAGE OF ASSESING MARKET SHARE

 For the Organization

1. High Production-Reduced cost.

2. Increase overall productivity of organization.

3. Profit maximization.

4. Reduction in variable cost.

5.0rganization will get better self -space.

6. Dealer will become loyal.

7. Helps in consumer retention.

8. Helps in targeting the market in strategic way.

 For the Dealer

I. Become a proud member of leading organization.

2. Increase in business.

3. Profit Increase.

4. Organization will provide more benefit.

 For the Consumer

1. Better quality.

2. Easy availability of the product.

67
3. Reduction in price.

68
 ABOUT AREA

In the project undertaken by me, I tried to cover the entire market area allotted to me. In this

process, I met personally with retailers to eliminate any error of secondary information. The

market scenario can be summed up as under following headings:

 Their perception about Coca Cola.

 Their comparison with reference to Pepsi.

 Their future action or expectations. If they associate themselves to Coca Cola.

Golghar, Indira Bal Vihar, Stadium, Padieyganj, Cantt Road, Betihata, Hanuman Mandir,

Chowk, Civil Line, RTO, Prem Chand Park, Ghantaghar and its adjoining areas, I covered the

maximum outlets. Mostly there are small retailers with fewer sales. Only 65-70 are key outlets In

my discussion with retailers, I observed that they are interested to deal with company, but till

now the relation, could not developed due to changes of distributors ship. Even after the

establishment of company's depot this year they are still waiting and watching towards future of

depot.

Secondly the retailers want to gain maximum profit to whomever they are dealing. It is the

nature of retailers because it is human behavior. So they are comparing with Pepsi in

Every terms, like schemes, gift, chiller policy etc and no doubt Pepsi is doing better for them.

We are in contact with of them and in future it will be fruitful for company.

69
It is my observation that due to establishment of Coca Cola's depot, the Pepsi went through

aggressive marketing this year and succeeded in that. They captured mostly the key outlets & the

area provided so many facilities. Due to which their position in the market is better than Coca

Cola.

Over all the market is good. Mostly retailers interested to sell Coca Cola's product, therefore

giving attention to them will be fruitful to the company in long run.

70
71
 RESEARCH METHODOLOGY

 Formulation of research Problem

Keeping view research objectives and after having discussion with Mr.Ravindra Singh,

Advance.sales and service (p) Ltd. I formulated the research problem and to accomplish the

research of objectives. I intensively surveyed the outlets and recorded the relevant details.

1. To access the market share of Coca Cola vis-a-vise pepsi cola Golghar, Indira Bal Vihar,

Stadium, Padleyganj, Cantt Road, Betihata, Hanuman Mandir, Chowk, Civil Line, RTO, Prem

Chand Park, Ghantaghar.

2. To study future plans and changes

3. To arrives at strategies to dominate the market during 2005

4. To identify other outlets.

5. To access the % share of chilling equipments in the market.

6. To conclude and suggest the company's measures and means to increase its share in sales and

upgrade its overall performance thus to improve corporate image.

 Literature Survey

Prior to the field works, it was deemed important to study books on research, sales and

distribution and about the Coca Cola and Pepsi. The fierce battle in between two was also

an interesting feature of my study.

72
 Research Design

Descriptive and exploratory research design has been used in this project. Descriptive research

has been done by collecting information from different outlet such stocks; chilling equipment

etc. Exploratory research has been done to work out various problems faced by retailers and

other outlets

 Sample Design

The sampling unit of the research has been kept as retail outlets engaged in sale of softdrink.The

survey in areas of Golghar, Indira Bal Vihar, Stadium, Padleyganj, Cantt Road, Betihata,

Hanuman Mandir, Chowk, Civil Line, RTO, Prem Chand Park, Ghantaghar been conducted by

the under signed. I had tried to collect relevant data from all outlets in big area found operating at

the time of survey. In total data from 385 outlets have been collected and analysed.

 Data collection

Data for the project have been collected from its primary sources. Filling of questionnaire has

been made item of data collection. Informal interview method has also been used for the same.

 Field work

All 385 outlets from where data was collected have been personally visited by me f or survey.

Questionnaire has been filled in f or each outlet.

73
 Analysis

As in depth analysis of details mentioned in, the questionnaire has been under taken and i

interpreted ions have been made accordingly.

Before presenting the analysis and interpretation of research, it worthwhile to list out various

assumptions made for the same.

1. Ensure analysis is done for 200,300 ml. Soft drinks supplied in glass bottles. However

sparing comments are also made on other size of soft drinks.

2. All brands of Coca Cola represented by Coca Cola and all brands of Pepsi are represented

by Pepsi.

3. To determine the market share units sale of 200 & 300 leis used in the project .

4. Sales proportion represents the case stock of Coca Cola and Pepsi in percentages at the

time of survey.

5. Sales proportion represents the sales of both Coca Cola and Pepsi in percentage in the

peak season.

6. Outlet composition shows the percentage of each type of shops vis. Cool corners , tea

stall, pan bhandar , hotel, restaurant, shops, confectionary, provision store ,Mess , cinema

hall, canteen sweet shop, PCO.

7. Sales by key outlets represent the percentage sales made by key outlet of the total sales of

Coca Cola by all Coca Cola outlets.

74
75
 FINDINGS & ANALYSIS

1. The Coca Cola holds no. 1. position in the market with its mother brand.

2. Its brand Sprite too holds a good grip over the market in comparison to main competitor

Mirinda.

3. Thums-Up is having major market share as compared to Pepsi.

4. Coca Cola is giving Rs. 10 discount per crate and Pepsi is giving Rs. 12 per crate.

5. People have tendency to switch over on other brand and because of duopoly (only two players

are available in the market Pepsi and Coca Cola) the competition is very direct.

6. The demand of Coca Cola is high in comparison to Pepsi but because of shortage of Coca

Cola S.G.A's and poor distribution the retailers prefer to sell Pepsi.

7. Total sales of Coca Cola is greater than Pepsi.

76
77
PERCENTAGE OF COCA COLA IN SPECIFIED OUTLETS

Outlet Total Share % of Coca Cola

PAN SHOP 1390 51.48

RESTAURANT 1110 48.26

P.C.O 865 54.06

TEA STALL 1920 51.89

HOTEL 400 65.6

CINEMA HALL 250 62.4

GENERAL MERCHANT 9585 56.71

OTHERS 3320 47.42

The total outlet share of Coca Cola in these specific areas is 54.72

78
 Graphical representation of share of Coca Cola in specified outlets

70
60
50
40
S eries 1
30
20
10
0
l
O

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rs
l
p

tal
t

ll
C.
an
ho

Ho

he
Ha

nt
aS
P.
ns

ur

Ot
ha
ma
sta
Pa

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erc
ne
Re

M
Ci

ral
ne
Ge

79
80
 AREAWISE SHARE OF COCA COLA AND PEPSI

 Golghar

The percentage share of Coca Cola and Pepsi are 50.71 and 49.29

51

50.5

50
Series1

49.5

49

48.5
coke Pepsi

81
 Indira Bal Vihar

The percentage share of Coca Cola and Pepsi are 62.8 & 37.2 respectively

70

60

50

40
S e rie s 1
30

20

10

0
C ok e P e ps i

82
 Stadium

The percentage share of Coca Cola and Pepsi are 54.44 & 45.56 respectively

56

54

52

50
48 S e rie s 1

46

44

42
40
Cok e P eps i

83
 Padieyganj

The percentage share of Coca Cola and Pepsi are 53.7 & 46.3 respectively

56

54

52

50
S eries 1
48

46

44

42
C ok e P eps i

84
 Cant Road

The percentage share of Coca Cola and Pepsi 50.8 & 49.2 respectively

51

5 0 .5

50

4 9 .5 S e rie s 1

49

4 8 .5

48
C ok e P epsi

85
 Betihata

The percentage share of Coca Cola and Pepsi 52.17 & 47.83 respectively

53

52

51

50

49 S e rie s 1

48

47

46

45
Coke P epsi

86
 Hanuman Mandir

The percentage share of Coca Cola and Pepsi 65.6 & 34.4 respectively

70

60

50

40
S e rie s 1
30

20

10

0
C ok e P eps i

87
 Chowk

The percentage share of Coca Cola and Pepsi 55 & 45 respectively

60

50

40

30 S e rie s 1

20

10

0
Coke P eps i

88
 Civil Lines

The percentage share of Coca Cola and Pepsi are 54.58 & 45.42 respectively

60

50

40

30 S e r ie s 1

20

10

0
Coke P epsi

89
 RTO

The percentage share of Coca Cola and Pepsi are 57.17 & 42.83 respectively

70

60

50

40
S e rie s 1
30

20

10

0
Coke P epsi

90
 Premchand Park

The percentage share of Coca Cola and Pepsi are 55.6 & 44.4 respectively

60

50

40

30 S e rie s 1

20

10

0
Coke P epsi

91
 Ghantaghar

The percentage share of Coca Cola and Pepsi are 51.2 & 48.8 respectively

5 1 .5

51

5 0 .5

50

4 9 .5 S e rie s 1

49

4 8 .5

48

4 7 .5
Coke P epsi

92
93
 INTERPRETATION

Interpretation drawn from the diagram states that in nearly all the areas that includes Golghar,

Indira Bal Vihar, Stadium, Padleyganj, Cantt Road, Betihata, Hanuman Mandir, Chowk, Civil

Line, RTO, Prem Chand Park, Ghantaghar the Sale of Coca Cola is increasing in almost every

sort of outlet.

Sale of Coca Cola and Pepsi in allotted area:

Total % of sale of Coca Cola is 54.72% where as total % of Pepsi is 45.28.

LIMITATIONS OF STUDY

It is well known fact that constraints and limitations are bound to be present in any study do this

also has some limitation as:

 The survey has been conducted only in few areas of Gorakhpur due to limited time.

 It is very difficult to make the people understand the significance of conducting survey.

 Some retailers or dealers did not want to say the actual sale of soft drinks from the

counter.

 Due to shortage of monitory resources the project report does not reach to its

perfection.

 We have conducted the survey only for 200ml. And 300ml. Glass bottles so it is difficult

to find out the actual demand of Coca Cola.

94
 Lack of knowledge of area has also affected the research.

 Lack of retailers interest to answer the questions is also an important limitation.

 Stock of cans and plastic bottles were not taken in to consideration while finding out the

market share.

 The entry and exit of new/old outlets can increase or decrease market share.

95
96
 BEHAVIOURAL ASPECT

Behavioural aspect is a very important aspect of any study. During course of survey I met lot of

people and found that each person was different in psychology, background condition from other

one. The manner of looking world is different from person to person. Obviously, I also observe

different kind of behaviour and collected different kind of views towards the product i.e. Coca

Cola. Behaviour of any person very much depends on the background of the person. If a person

is educated, their thinking is somewhat logical and they arrive at the decisions logically. But on

the other hand, uneducated person like Panwalas do behave very harshly. They do complaint

only. Of course, some of the complaints are relevant but not all of them. In Research we also

learned to judge the relevant/ irrelevant criticism.

Behavioural aspects also related to the attitude of the persons being interviewed towards

company and company's attitude towards it clients. Many shopkeepers behave quite politely,

answered the entire question easily and complaints about aspect of prime importance like

Hoarding, or Fridge etc. As, they considered that if company do not provide the advertisement

items to them how they may promote its brand, how they may exhibit that they sale certain

product.

Further, if they do not have chilling equipments how they could satisfy customers need f or chi I

led soft drinks. These types of shopkeepers think themselves as the member of the company’s.

They are concerned about the company and they want to see company on its highest peak. On the

other hand, some shopkeepers only complaint about hording, chilling, supply, gifts, discount etc.

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Secondly the retailers want to gain maximum proof it to whoever they are dealing. It is the nature

of retailers because it is human behaviour. So they are comparing with some of the shopkeepers

had problems but they did not complaint and solved these by their own means. They are ideal

examples for the co. to increase sale and co. should provide different kind of schemes and

facilities to these kinds of outlets.

Through analysis the different kind of behaviour we can easily found that to which type of

shopkeepers company give prime importance; like there is a person who switch over brand if he

did not get only opener or fridge and there is other person who try or wait some time and it may

be possible that the sale of this outlet is more than first one. So for the success of any research

that to analysis that person what think about your company, how company takes customer

means, whether it solves in prime basis or not etc.

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99
 CONCLUSION

The summer training project was focused on "Analysis of Market Share of Coca Cola in

Gorakhpur City". After Retail audit of 280 outlets through schedule, following conditions have

been drawn:

1. Coca Cola company lead the market of soft drinks with 54.72.9% market share giving

Coca Cola a margin of 13%.

2. Of the total segments of outlets covered, availability of Coca Cola's range was highest in

provision stores.

Besides these, other conclusion based upon interaction with retailers& personal observations are

as below:

A) The distribution of company is very irregular.

B) Necessary requirements like S.G.A. openers, required flavours like Fanta are not provided

to each and every outlet.

C) No provision for the regular replacement of damaged bottles.

D). Company doesn't provide sinage to the small outlets.

E). The number of wall paintings is very less in comparison to Pepsi.

F). Company do not provide discount to each & every outlet.

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 SUGGESTIONS & RECOMMENDATIONS

Although it is very early to suggest any thing to such a internationally renounced company like

Coca Cola having in the mature stat e of marketing, yet for the local market, client distributors &

retailers, based on the interactions & feed backs from various outlets, segments of customers I

would like to suggest as under:

1. Distributor should not be changed frequently because retailers deal with distributor only and

its not easy for a new distributor to maintain good relationship with each established old

retailer.

2. Distributors should give importance to every outlet irrespective of their status whether big or

small. In this regard they may be trained suitably.

3. Distributors should disclose schemes provided By the Company to each and every outlet

without discretions.

4. Distributors should replace the defective goods or damaged bottles immediately without any

calling for explanations.

5. Distributors should provide required flavours to the retailers to increase their sales.

6. Distributors should give gifts prizes to the shopkeepers provided by the openers, wall clocks,

sinages etc.

7. Distributors should give gifts &Prizes to the shopkeepers provided by the company like

openers, wall clocks, sinages etc.

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8. If distributors make any kind of promise to the shopkeeper to purchase certain in quantity

under any scheme or 'on discount they must fulfill it as it affects company's goodwill.

9. There must be proper replacement of old and expired stock and empty bottles.

10. There should be nice gift items for the retailers showing the limit crate sale (limit as decided

by company) at the end of the season. This could develop a competitive feelings amongst the

retailers and hence more sales.

11. At least a small Hoarding or sinage should be provided to each and every outlet of Coca

Cola.

12. At least one attractive glow sign board/hoarding should be displaced in main area of the

market where a chunk of shop is there.

13. Company should promote good and heart felt Slogans and Jingles.

14. Company should provide others small advertising items in the form of garlands, hangers,

key-rings etc. to the shopkeepers, as they are cheap and good source of advertising.

15. Company should sponsor important event like World cup, Asian & other tournament, any

event related to film awards and programmers of local importance.

16. Company, If possible should give schemes to the customers through newspapers having

provision for discounts in purchasing its products.

17. Company should organizing campaigns & distributes caps, Key rings, glasses, serving tray,

pussels on which company packages are branded.

18. Chilling equipments should provide on a cost basis.

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19. Chilling equipments (like family freeze, or Electric bottle cooler) should be provided to the

outlets.

20. If there is any default found in the chilling equipment provided by the company should be

repaired quickly when so required.

21. Company should ensure good supply of stock.

22. Company should go for more monopoly counters.

23. Company should give discount with every crate as is being done by Pepsi.

24. There should be surprise check by the company to endure whether benefits of schemes

provided by the company reach outlets or not and take corrective measures in case of default.

25. Company should arrange seminars and meetings with dealers on an ongoing basis on

monthly interval.

26. Shopkeeper feedback should be taken in regular manner.

27. A special shopkeeper’s care cell should be formed to listen the shopkeeper’s grievance on the

lines of customer care cell.

28. No. of hoardings should be increased.

29. Flexibility in the allot of monopoly items should be encouraged.

30. Some free gifts should also be given on established Brands to stimulance the retailer.

31. Company should elaborate public announcement on important days like Health day, Anti

drug day world aids day etc.

32. Company should tap colleges and school canteens. They should be given extra discounts as

these outlets give potential long run customers to the company.

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33. Company should provide Tables, Chairs wall clocks, stands, openers to the retailers as f or

them type of free gifts are significant and they promote those company's products who

provide such items to them.

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 LIMITATIONS

Considering the fact that nothing is perfect in this world every individuals is bound to make

mistake at some point, we are not exception for this problem faced were associated with the data

collection process.

The problems associated with the respondents are the non-sampling Error, which can be divided

into two categories.

Response Error – When respondent does not give the correct answer.

Non – Respondent Error – It occurs when respondent does not responds to some question.

 Refusal to co-operate

 Concerned person is not available

 Incompetence or in capabilities of the respondent

Others limitations

 Less sampling because of limited span of time.

 The respondents may be biased or influenced by some other factor.

 The information is collected only from retailers.

 The questionnaire technique and observation method was used.

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Sometimes respondents were not in a position to reply with fully confidence.

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 BIBLIOGRAPHY

1). Philip Kotler : Marketing Management, Delhi, Pearson Education Pvt. Ltd.,2008

2). C.R. Kothari : Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd., 2008

3). V S Ramaswamy & S Namankumari : Marketing Management, New Delhi, Macmillan

India Ltd.,2007

Websites :

• www.Coca Cola.com

• www.cococolaindia.com

• www.tropicana.com

• www.google.com

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 QUESTIONNAIRE

Market share of Coca Cola

Name & address of outlet _________________________________________________

________________________________________________________________________

1. Are you having soft drink at your shop ?:

(a) Yes (b) No

If Yes then, which brand.

• Coca Cola

• Pepsi

• Both

• None of Them

2. Which brand you selling more ?

(a) Coca Cola (b) Pepsi (c) Other

Reason ____________________________________________________________

3. Which brand you normally stock ?

(a) Coca Cola (b) Thumps up (c) Limca (d) Sprite (e) Mazaa

(f) Fanta

4. What is the size of Pack that you sold at your shop ?

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 (a) 300 ml (b) 500 ml (c) 1.5 l (d) 2l

5. How often do you take Coca Cola products ?

(a) Daily (b) 2-4 days (c) Once in week (d) In 1 month

6. Cooling system at your shop ?

(a) By Coca Cola (b) By pepsi (c) Self

7. How can you know about schemes ?

(a) Sales man (b) Other retailer (c) Other Sources

8. What is selling capacity per day ?

(a) 1-3 c (b) 3-7 c (c) 7-10 c (d) More than 10 c

9. Does Coca Cola demand increase as comparative last year ?

(a) _________________________________________________________

________________________________________________________________

10. Recommendation for more selling :-

__________________________________________________________________________

________________________________________________________________

11. Any suggestion to Coca Cola company :-

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__________________________________________________________________________

__________________________________________________________________________

_________________________________________________________

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