Comprison Between Cock & Papsi

A
Project Report
On
COMPARATIVE ANALYSIS OF COKE & PEPSI
AT
BRINDAVAN BEVERAGES PRIVATE LIMITED
In Partial Fulfillments of
Master in Business Administration (2005-07)
SUBMITTED TO SUBMITTED BY
Mr. Sandeep Sharma Manoj Stephen James
Faculty - Management Roll No- 0514270091
Khandelwal College of Management Science &
Technology
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TO WHOM IT MAY CONCERN
This is to certify that Mr. Manoj Stephen James student of MBA (2005-2007),
Khandelwal College of Management Sciences & Technology, Bareilly
has completed his project report on “COMPARATIVE ANALYSIS OF
COKE &PEPSI”
For Brindavan Beverages Ltd Bareilly, under the able guidance and supervision
of Mr.Ashish Khandelwal Marketing Manager of Brindavan Beverages Ltd
Bareilly
He had pursued his summer Training project in Bareilly offices of the company.
His observations, findings & recommendations are highly appreciable and the
company management has the plans to implement the same. To the best of our,
knowledge no part of this report has been reproduced from any other report and
the contents are based on original research.
Signature Signature
(Faculty Guide) (Student)
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Khandelwal College of Management
Sciences & Technology
CERTIFICATE
THIS IS TO CERTIFY THAT MR. MANOJ STEPHEN JAMES, STUDENT OF
MBA (2005-2007), KHANDELWAL COLLEGE OF MANAGEMENT SCIENCES
& TECHNOLOGY, BAREILLY HAS GONE UNDER SUMMER TRAINING AT
BRINDAVAN BEVERAGES LTD BAREILLY FOR A PERIOD OF EIGHT WEEK
COMMENCING FROM 01ST JUNE TO 30TH JULY 2006.THIS PROJECT
REPORT EMBODIES THE FACTS AND FIGURES COLLECTED AND
INTERPRETED BY HIM DURING THE COURSE OF TRAINING.
Mr. Sandeep
Sharma
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(Training & placement officer)
This project report bears the imprint of many people who were either directly or
indirectly involved in the successful completion of this project work. I wish to
accord my sincere gratitude to Brindavan Beverages Ltd., Bareilly for accepting
me as Summer Trainee in their esteemed organization. I expressed my sincere
indebtedness to Mr. Ashish Khandelwal, Marketing Manager of coke for his able
guidance & active association & constructive suggestions, which immensely
helped in the preparation of this project at all stages.
I am thankful to Mr. Sandeep Sharma, Training and Placement Officer who has
given me ample guidance in preparation of this project.
I shall always remember the valuable help given to me by all these associates.
I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates
open to all facilities & giving me an opportunity to work in a congenial during the
course of my involvement in this project report.
Manoj Stephen James
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Summer Training in any organization is an attempt to provide the student a
practical Input and Exposure to the Real world situation in which he has to work
in future. My training in COCA-COLA was an attempt in this regard. The project
work provided to me was a survey titled based on E.D.S.-Every Dealer Survey it
was to find out the Effect of Merchandising and Route Assessment on
Productivity/Sales, Availability of product, MKT. Condition, Demand & supply of
product, Distribution Channel, Cooler display, warm display, across various
outlets under 7 distributors in Bareilly City. The Extract of the work is presented
in this report under various headings as, Introduction, Company’s Profile, Project
Introduction, Methodology, Data analysis, Suggestions and Conclusions.
This report provides me a chance to study and analyses the practical aspects of
the topic (Merchandising and Route Productivity). It enhanced my knowledge in
the field of marketing. This project also gave me the chance to improve logical
thinking and interacting patterns. While working on the project, we came to know
about the latest marketing strategies and trends prevailing in the market. The
way of selling and distribution network of Coca Cola was different.
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TABLE OF CONTENTS
Chapter Subject Page No.
I Company Profile
II Research Methodology
III Merchandising
IV Route productivity
V Marketing Strategy of Coke
VI Analytical Interpretation
VII Findings and Analysis
VIII Field Experience
IX Suggestion & Recommendation
X Conclusion
XI Limitation of Research
XII Annexure
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XIII Bibliography
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COMPANY PROFILE
DOUGLAS N. DAFT
Chairman of the Board and Chief
Executive Officer
The Coca-Cola Company
Douglas N. Daft was elected chairman, Board of Directors, and chief executive
officer of The Coca-Cola Company on February 17, 2000. Mr. Daft is the
11th chairman of the Board in the history of the Company.
Mr. Daft, 60, joined the Company in 1969 as planning officer in the Sydney,
Australia office. He held positions of increasing responsibilities throughout
Asia and in 1982 was named vice president of Coca-Cola Far East Ltd.
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In December 1988, Mr. Daft was named president of the North Pacific Division
and president of Coca-Cola (Japan) Co., Ltd. He moved to the Company’s
Atlanta headquarters
in 1991 to assume the responsibility of president of the Pacific Group and
in 1999 his responsibilities were expanded to include the Company's Africa
Group, and Schweppes Beverage Division, as well as the Middle and Far East
Group.
Mr. Daft was elected president and chief operating officer of The Coca -
Cola Company in December 1999.
He serves on the boards of Sun Trust Banks, the Boys & Girls Clubs of
America, Catalyst, the CERGE-EI Foundation(Center for Economic Research
and Graduate Education - Economics Institute) in the Czech Republic, the
Lauder Institute for Management and International Studies at the University of
Pennsylvania, the Prince of Wales International Business Leaders Forum,
the Grocery Manufacturers of America, the British - American Chamber of
Commerce, the G100, the Woodruff Arts Center, the Commerce Club, and the
McGraw-Hill Companies. Mr. Daft is a trustee of Emory University, the American
Assembly and the Center for Strategic & International Studies. He is also a
member of The Trilateral Commission, The Business Council, and The
Business Round table.
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AROUND THE WORLD
Although Coca-Cola® was first created in the United States, it quickly
became popular wherever it went. Our first international bottling plants opened in
1906 in Canada, Cuba and Panama, soon followed by many more. Today, we
produce more than 300 brands in over 200 countries. More than 70 percent of
our income comes from outside the U.S., but the real reason we are a truly global
company is that our products meet the varied taste preferences of consumers
everywhere
OUR PARTNERS
The Coca-Cola Company works with a wide variety of organizations to
support health, fitness and good nutrition. Visit these sites for more information
about positions, programs and activities.
The Coalition for a Healthy and Active America (CHAA) CHAA was
formed in 2003 by concerned organizations and national leaders to educate
parents, children, schools, and communities about the critical roles physical
activity and nutrition education play in reversing the alarming trends of childhood
obesity. As a non-profit National grassroots coalition, CHAA is a vigorous
advocate for developing healthy and active lifestyles for America's youth.
CHAA is committed to working with schools to rededicate time for physical
fitness; giving parents the freedom to help their children make their own
nutritional choices; building school-business model relationships that benefit our
families by supporting healthy and active lifestyles; and finding solutions to
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childhood obesity that are both responsible and realistic American Council for
Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a
group of food, beverage and consumer products companies, not-for-profit
organizations and trade associations working together to improve the health of all
Americans, particularly youth, by encouraging a healthy balance between fitness
and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting
solutions to the nation's obesity problem must be based on sound science and
behavioral research. Such policies are likely to help parents and their children
develop eating and exercise habits that lead to a healthier life.
Grocery Manufacturers of America The Grocery Manufacturers of America
(GMA) represents the food, beverage and consumer products industry on key
issues that affect the ability of brand manufacturers to market their products
profitably and deliver superior value to the consumer.
International Food Information Council (IFIC) Foundation The IFIC Foundation
is a public education foundation disseminating sound, science-based
information on food safety, nutrition and health. International Life Sciences
Institute Founded in 1978, the International Life Sciences Institute (ILSI) is a
nonprofit, worldwide foundation that seeks to improve the well-being of the
general public through the pursuit of balanced science. Its goal is to further the
understanding of scientific issues relating to nutrition, food safety, toxicology, risk
assessment, and the environment by bringing together scientists from academia,
government, and industry.Kidnetic.com is a fun, interactive Web site that
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emphasizes healthy living achieved through a balance of physical activity and
responsible eating habits. The Web site gives young people and their parents the
tools and ideas to help change habits and plant the seeds for healthier families
tomorrow. Kidnetic.com is a program of the International Food Information
Council (IFIC) Foundation.
National Association for Sport and Physical Education association for Sport and
Physical Education seeks to enhance knowledge and professional practice in
sport and physical activity through scientific study and dissemination of research-
based and experiential knowledge to members and the public.
National Soft Drink Association the National Soft Drink Association (NSDA) is the
trade association for America's soft drink industry, serving the pub.
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HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit growth inspite
of the sign of relief heaved by the manufacture at the abrupt sensational
termination of coca cola monopoly the tastes of cola is by no means extinguished
the coca. Cola have a status symbol to it..., generated by the sub standard,
penetrated, advertising and extensive distribution network.
Total soft drink segment is growing at the rate of 10% per year still if international
standard area considered the per capita consumption of three serving in rock
bottom, less than even our neighbors Pakistan and Bangladesh, where it is four
more as much. So with kind of a market potential coke entered in India in 1991
after the permissions of setting up Britico Food company to coke was granted by
the government in Pune in 1992 the plant was established for is deducted then
the bottle are taken out of the line and cleaned again or rejected.
The most important step is the mixing of drink concentrate dissolved in the soft
water the sugar syrup at the same time. Carbon dioxide is passed in the drink to
produce a fizz.
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After the crowing of the bottle the crown contains the manufacturing data batch
number and Time. After crowing the bottle, the bottle comes again at checking
screen for checking the bottle.
THE PRESENT POSITION OF COKE IN INDIA
Coke is a households name and is the lips of every one. In present time every
person know the name of coca cola since India is one of biggest market and
sultry summer from march the end of October and huge population has
immensely helped in the sales the sales of coke in India and its making it more
economical.
Last years, the market share of Coca Cola was not specific. In this year
company’s top management adopted new policy and increased the rate of all
brands of coke. By this decision top management determined the rate of 300 ml /
10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which
medium size family and lower level family can be taken the enjoy of coke. By this
decision company’s marketing share has been increased.In present time coke is
captured approximate 60% market share in cold Dinks line. Now coke has
defeated all the soft drinks company. According to service and according to
advertising coke has appropriate position.It has now emerged as the winner and
has a good image in the market.
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MISSION OF THE COCA-COLA COMPANY
The mission of the Coca-Cola Company is to increase shareowner value over
time. The company accomplished the mission by working with its business
partners to deliver satisfaction and value to customers and consumers through a
worldwide system of superior brands and services, thus increasing brand equity
on a global basis.
GUIDING PRINCIPLES OF COCA-COLA INDIA
1. We will conduct ourselves and our business activities with the highest
standards of honesty integrity and professionalism.
2. We will recognize the positive contributions that we make as individuals
and team members to produce our business success.
3. We will encourage a learning environment where people can constantly
grow, develop and contribute.
4. We will strive for excellence and seek continuous improvement in
everything we do.
5. We will respect all stakeholders, including employees, partners and
suppliers and instill them with a passion to deliver the highest quality
goods and service.
6. We will foster initiative and creativity by empowering individual to attain
well-defined objectives.
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COKE BRANDS IN INDIAN ORIGIN
COCA-COLA:
Developed in a brass pot in 1886, Coca-Cola is the most
recognized and admired trademark around the globe. Not
to mention the best selling soft drink in the world.
SPRITE:
In 1961, a citrus-flavored drink made its U.S. debut, using
"Sprite Boy" as inspiration for its name. This elf with silver
hair and a big smile was used in 1940s advertising for
Coca-Cola. Sprite is now the fastest growing major soft
drink in the U.S., and the world's most popular lemon-lime soft drink.
FANTA:
The name "Fanta" was first registered as a trademark in
Germany in 1941, when it was used for a few years for a
soft drink created from available materials and flavors.
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The name was then revived in 1955 in Naples, Italy, when it was used for the
"Fanta" orange drink we know today. It is now the trademark name for a line of
flavored drinks sold around the world.
DIET COKE:
The extension of the Coca-Cola name began in 1982 with
the introduction of diet Coke (also called Coca-Cola light
in some countries). Diet coke quickly became the number-
one selling low-calorie soft drink in the world.
VANILA :
It is an Ice Cream in taste. Launched in 2004.
LIMCA:
This is thirst-quenching beverage features a fresh and
light lemon-lime taste and a lighthearted attitude. The
Limca brand was introduced in 1971 and acquired by the
Coca-Cola Company in 1993.
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MAAZA :
Maaza, launched in 1984 and acquired by The Coca-Cola
Company in 1993, is a non carbonated mango soft drink
with a rich, juicy m natural mango taste.
THUMPS UP :
In 1993, The Coca-Cola Company acquired this brand,
which was originally introduced in 1977. Its strong and
fizzy taste makes it unique carbonated Indian Cola.
KINLEY WATER:
This is thirst-quenching beverage features fresh the fresh
water with the saturated oxygen level.
SUNFILL:
This is thirst-quenching beverage features a fresh and
light orange taste and a lighthearted attitude.
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VISION
 The long-term vision of Coca-Cola in India is to provide exceptional
strategic lead to the Coca-Cola in India.
 Through Coca-Cola system resulting in consumer & customer preference
and loyalty through Coca-Cola is commitment to them and in a highly
profitable Coca-Cola Corporate branded beverage system.
MISSION
The mission of coca cola in India is:
 Increase in shareholder's value over time.
 To achieve the above by working with business partners to deliver
satisfaction and value to customers and consumers through world wide
system of superior brand and services thus increasing the brand equity.
 To achieve the mission the company seeks the contribution from each of
the given areas:
 People working in the company.
 Commitment of the company.
 Goals & objectives of the company.
 Environmental policy.
 Internal control.
 Policy & producers.
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BRINDAWAN BEVERAGES LTD.
In the network of the Coca-Cola system, Coca-Cola has either of the two
bottling operation done far the company.
1. COBO (Company Owned & Operated Bottling Operation).
2. FOBO (Franchise Owned & Operated Bottling Operation).
After 1993, when coca cola re enters Indian market, done a lot of changes
in the existing system of the soft drink market prevailing in India, by acquiring the
major brands and the bottling operations from Parle. After this company founded
some of it’s own bottling operation in India.
In year 1997, company did a major investment of $700 million in India by
purchasing other bottling operations, all around India and introduces new
technology in them. These bottling plants are called Company Owned and
Operation Bottling Operation. Company has full ownership and operational right
for these type of operations. The other type of bottling operation for the company
are called Franchise Owned and Operated bottling Operation, to these, the
company has given the right to produce the product for the company and to
supply with in the territory assigned by the company. Company has no ownership
or operational right/control over these.
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In India Company have 26 COBO and 14 FOBO operations for the
production and control of the whole operation in India. These are divided in to
various zones that are given in the marketing mix section of this report.
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"COMPARATIVE ANALYSIS OF COKE & PEPSI"
The soft drink market all over the world has been witnessing a neck to neck
battle between the two major players, coca-cola and pepsi since the very
beginning. the thirst quenchers are trying hard to have the major chunk of the pie
of carbonated soft drink market. both the players are spending their energies in
building capacity, infrastructure, promotional activities etc.
Coca-Cola being 11 years older than pepsi has dominated the scene in most of
the soft drink markets in the world and enjoying leadership in terms of market
share. but the coca-cola people are finding it hard to keep away pepsi, which has
been narrowing the gaps regularly. the two are posing threats to each other in
every nook and corner of the world. while coca-cola has been earning most of its
bread and butter through beverage sales, pepsi has a multi products portfolio
with some portion from the same business.
The two 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 existing bottlers { fobo } franchise owned bottling operations to
enhance its control on manufacturing and marketing of its products range and
attain the quality standards of its class.
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Countering it pepsi has taken the battle in its own hands by floating as
investment of $ 95 billion to set pepsi company. india holdings, as subsidiary for {
cobo } company owned bottling operations. both the companies are following
different path to reach the same destiny i.e. to fetch the bigger portion of aerated
soft drink market. both consider india a huge potential market, as per capita
consumption here is a mere 3 serving annually against the world average of 80.
therefore, they are putting in their best efforts to woo the indian consumer who
has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the
international norms minutes, a major hurdle to cross over for both the athletes for
getting no.1 position comparison to the inter. coca-cola is well set with its 53
bottling sites through out the country giving it an edge over competition by
processing a well-built bottling and distribution set-up. on the other hand, pepsi,
with two more years in india, has been able to set an image of a winner in india
and has been able to get the pulse of the india soft drink market. the soft drink
giants are leaving on stone unturned and her for the long terms.
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 introduction 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 here and are working on a strategy to offer soft
drink in every possible package. in coca-cola camp, the idea of competition has
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not come from pepsi, but from the other beverages such as tea, coffee, nimbu
pani, 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 barons. according to pepsi philosophy, it’s the madness that
encourages executive to think, to conjure up those creative tactics to knock the
fizz out their 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
amir khan, akshay kumar and 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. Coca-Cola on the other hand, has been
working on the saying slow and steady wins the race’s side by retailing to every
more of its competitor. they have procured 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 coke, thums up come with the ad line, don’t be bandar, taste the
thunder. also thums up has been positioned now very near to that young image
of pepsi and giving it a though time.
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These cool merchants have put everything on fire. it coke got the status of the
official drink of wills. world cup, pepsi blushed as nothing official about it. as
thums up projected as ‘saaree jahan se achcha’ pepsi was passionate enough
with ‘freedom to be’ and now the “yeh dil mange more” when thums up came with
thunder blast, the other offered ‘pepsi stuff card’. if red is meant for coke, pepsi
has chosen to be blue.
EDS Survey
Station : Bareilly
Area: ZAHEED
Total shops covered (Shared Outlets) :58
CHANNEL TYPES ASSETS COKE% PEPSI%
P/B 11 VC - -
E7D 19 CC 11 1
GROCERY 15 FRIDGE 3 -
SWEET 13 IBX 39 1
TRAVEL 00 RACK 17 15
- - F,SIGN - -
OVERALL STOCK AVILABILTY- WARM AND COLD
PACK (IN CRATE)

200 300 600 2000
BRAND
COKE PEPSI 54 16 30 9 52 72 24 59
LIMCA MIRINDA 28 - 20 - 14 - 8 -
LEMON
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FANTA MIRINDA 30 - 25 7 44 - 1 41
ORANGE
SPRITE MOUNTAN 39 10 20 4 - 12 12 -
DEW
THUMPSUP 7 UP 55 9 44 48 - 30 19
MAAZA SLICE - 2 - 1 - - - -
KINLEY LEHAR SODA - - - - - - -
SODA
OVERALL SHARE 200 300 600 2000

COKE 84.77% 85.8% 65.29% 38.34%
PEPSI 15.23% 14.2% 34.71% 61.65%
RESEARCH METHODOLOGY
Operational Setup-
The success of any survey is depends upon resources, quality and timing
and integrity of the surveyor who compiles the primary data. So it is a very
important task is to manage all the available resources which make impact on the
quality of survey.
Approach-
The approach behind a surveyor the project varies with the purpose of the
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survey. Under this report, "quantitative" approach is used which is concerned
with the objective assessment of the availability and display that is clearly visible
and can be easily quantified. No subjective assessment is involved in this report.
Area of survey-
For performing any survey a sample is selected from the population. All
the consumers are chosen from different location of Barilley City.
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Planning:
For a successful compilation and best result within a limited time the
planning was must. In this way the first step was to design an appropriate data
form we can say it questionnaire that covers all the mandatory areas of
information that is to be analyzed. The data form which I was used to collect data
was designed by my immediate supervisor.
Schedule:
To achieve the desired goal it was necessary to make schedule of tasks
which were handed over to us. So keeping in view the original objective, the
content of the schedule was prepared. Then I and my group members collected
data from the desired field. Since the data form distribution and collection was an
official work so it was a time taking process. In the meantime it was our work to
keep in touch with our fields.
Sampling Design :
Design is the plan, structure & strategy of investigation conceived so as to
attain answer to questions' to survey and to control the variances. According to
this project's / survey's purpose the analytical, interpretive/objective design was
chosen.
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Data Collection Method:
The two sources for data collection are documentary or secondary and
field or primary is used. Because I have to collect the information, which is fickle
in nature, the availability and display of the product changes even each and
every day, therefore questionnaire is selected as the survey instrument. The
forms used for the survey were close-ended questionnaire consisting of various
items.
I have covered Barilley City & took data of different areas it was great
to visit company like "Coca-Cola", season like "Summer" and product like "Cold
Drink", combining all the factors together make the sample design for the project
very important for the real extract from the market. According to my judgment
and to cover all the major areas the sample was selected. The sample size was
100 consumers.
Statistical Tools:
Representation of statistical data by diagram, graphs, charts or pictures is more
effective than tabular representation being easily intelligible to a layman, indeed
diagrams is most essential whenever it is required to convey any statistical
information to the general public.
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The more important types of diagram which are use in statistical work are:-
1. Bar Diagram :
Mode of diagrammatic representation of data is the bar diagram. In this
method bar of equal width are taken for the different items of the series. The
length of the bar represents value of the variables concerned.
2. Pie Chart :
It is a circle whose area is divided proportionately among the different
components by straight lines drawn from the center to the circumference of the
circle. When statistical data are given for a number of categories and we are
interested in the comparison of various categories or between a part of the
whole, such a diagram is very helpful in effectively displaying the data.
Sample Size : 100
Type of Sampling : Random Sampling.
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MERCHANDISING
1. The exchange of goods for an agreed sum of money
2. Engage in the trade of
Definition-A (Webster's) :
Merchandising-
N. 1. (Commerce) The activities associated with selling products, such as
identification of the market{7}, advertising at the right time in the right media{7},
and creating attractive packaging and displays; also, the study of the best
methods to accomplish such goals.
merchandising - the exchange of goods for an agreed sum of money
Synonyms: marketing, selling
Definition-B (Encyclopedia) :
Merchandising is a marketing practice in which the brand or image from
one product or service is used to sell another. It is most prominently seen in
connection with films, usually those in current release, and with television shows
oriented towards children.
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Trademarked brand names, logos, or character images are licensed to
manufacturers of products such as toys or clothing, who then make items in or
emblazoned with the image of the license, hoping they'll sell better than the same
item with no such image.
MERCHANDISING STRATEGY (All Services) :
Assess your company's overall strategy to win customers, from point of
discovery to exploration, testing and validation. Make additional
recommendations on retail store efficiencies, cost savings, and overall
performance.
Assess strategic direction and financial plan of merchandising efforts.
Work to develop and implement retail partnering programs (and new product
lines), where applicable.
• Develop in-store events and vendor co-sponsorship programs.
• Create additional awareness and distribution channels through strategic
partnerships leveraging print, TV, radio, live events (tours, festivals, etc.)
and more.
• Where no retention program exists, work with management to rapidly
adopt a system to increase repeat purchases, build upon average order
size, lower related costs, and maximize customer loyalty.
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MERCHANDISING TYPES:
• Retail Merchandising
• Visual Merchandising
VISUAL MERCHANDISING:
Years ago, Visual Merchandising was referred to as Window Dressing
because a store's window was the main area where merchandise was displayed.
Today the Visual Merchandising team displays merchandise in:
Windows
Shop Interiors
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ROUTE PRODUCTIVITY
Many product distributors find themselves with a delivery route system that has
"evolved" over the years into - well, let's just say a state of relative inefficiency.
When was the last time your distributor operation completed a thorough, bottom-
up review of its route system efficiency? When was the last time the entire
company was re-routed?
If the answer to these two questions is years, the business may have
considerable room for route efficiency improvement.
In a re-route of a product distributor's delivery system, it is commonly-believed
that sales routes need to be developed first - with delivery routes developed later
to support sales. The theory driving this approach is that to be a "sales-driven"
organization, one must develop sales routes first to ensure the company is
matching resources optimally to meet market needs. This approach is unsound
and likely results in a route system that is: inefficient from an operations
standpoint, and does not optimally meet customer demands.
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The delivery system is the most expensive component dealt with in an entire
company re-route. Therefore, from a strictly financial sense, it is logical to begin
the re-routing process with an optimization of this more expensive component.
Sales routes, merchandising routes, etc. can be developed secondarily to match
the optimized delivery routes.
Does a Focus on Delivery Optimization Compromise the "Sales-Driven"
Organization?
By definition, the re-routing of an entire distributor operation requires balance and
compromise. While at first glance, an initial focus on delivery optimization may
seem to be a contradictory objective to developing a true "sales-focused" route
system, the analysis is not so simple.
By ensuring maximum efficiency in the delivery route system, wholesalers free
up resources within the organization that can be re-directed into the sales effort.
A properly designed and executed re-route can be one of the most important
things a wholesaler can do to increase both its delivery system productivity and
efficiency measurements - and to provide financial resources to focus on driving
increased revenues in the business.
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When was your last re-route? Is your business missing opportunities because of
route inefficiencies? How do you know if delivery routes, sales routes,
merchandising routes, are optimally-designed?
Delivery operations in a distributor operation primarily focus on the task of
"getting the product to market". Delivery can mean different things to different
distributor environments, however. Some distributors view delivery as just that -
nothing more than driving the product from one location to another. In other
distributor environments, delivery drivers are expected to provide additional
services such as the construction of in-store displays, the putting up of point-of-
sale materials, product rotation, product pull-up, and product facing. In some
distributor operations, delivery drivers are, in fact, referred to as Customer
Service Representatives (CSRs) which conveys the expectation that drivers will,
in fact, provide additional services viewed by the customer as having value
beyond just the dropping of product at the back door.
The type and level of services expected by the delivery department will, of
course, have direct impacts on issues such as the:
36
1. type and quality of individual sought for delivery positions;
2. methods used for compensating delivery driver positions;
3. interaction of the delivery driver with other facets of the distributor operation;
4. productivity measurements expected and produced.
Delivery Productivity
Productivity in the delivery department can be measured in two major ways.
One method focuses on asset utilization. A typical measurement providing
information on asset utilization is to develop some type of product movement
ratio on a per-route basis. The most common product movement ratios are:
- unit volume sold per year;
- annual revenues;
- annual gross profits.
For example, a business generating $10, 00,000 in annual revenues utilizing 20
delivery routes has a ratio of $5, 00,000 of revenues per route. In this
calculation, a single route is defined as one five-day per week full-time
equivalent. In other words, one route going out only 2 days a week is considered
to be only .4 of a full-time equivalent route [2/5].
37
MARKETING STRATEGY OF COKE
As millions of rural Indians reach for a cold soft drink in the hottest
summer in years, Coca-Cola India seems to have discovered the consumers who
could rescue its dismal sales record. Coca-Cola India totally misjudged rural
India, home to two-thirds of the country's 1 billion population, when it re-entered
the country a decade ago.
Yet as the country side emerges as the fastest-growing source of demand
for consumer products, the local arm of the US soft drinks giant seems to have
learnt its lesson. "We were just not addressing the masses, that were the
problem," says Mr. Sanjeev Gupta, Coca-Cola's operations chief.
The company's new strategy of smaller bottles, price cuts and advertising
that straddles cities and villages pushed turnover last year up by a quarter to
nearly Rs.5000 crore. And Thumbs Up, a local brand that Coca-Cola bought and
then ran down, is also recovering spectacularly. The success of Thumbs Up,
whose market share is now roughly equal to that of marker leader Pepsi at 23
percent, is an embarrassment for Coca-Cola, which is in third place with 16.5
percent (from 12 percent three years ago) in India's Rs.8000 crore soft drinks
market. Coca-Cola returned to India after being kicked out by the government in
the mid-1970s. It paid a high price for the then market leader, Thumbs Up, and
tried to kill it off in the mistaken belief that this would pave the way for Coca-
38
Cola's rise. Extravagance, unoptimistic and naive reading of the market
and mismanagement of its new bottling assets led Coca-Cola to write down
Rs.2000 crore of its Indian assets in 2000. The greatest indignity is that India is
one of the few markets where Pepsi has outsmarted Coca-Cola.
"Coca-Cola came in blazing but mishandled itself and Thumbs Up. That
makes its recovery all the more remarkable." says Mr. C Srinivasan, chairman of
business consultant AT Kearney India. Coca-Cola's Indian management, now
stable after recent flurry of departures, persuaded the US parent to persist with
India, and won $100 m to fix problems such as poor distribution. Its Atlanta
headquarters was won over because of India's potential. India's per capita
consumption of carbonated drinks is less than hall the level in Pakistan and
about 8 percent of China's. Mr. Gupta argued that closing the gap would only
come by chasing the rural consumer.
"We had to address the 75 percent (that lives in rural areas) and not just
the 25 percent (in cities) and that meant using small-pack innovations," says Mr.
Gupta. "The only consumer goods companies that make it in India are those that
sell micro-sized products at low prices."
Coca-Cola's 200 ml bottle (down from 300 ml) sells for Rs.7, half the price
of a conventional sized bottle. To achieve a return on this "low margin, high
volume" strategy. Coca-Cola had to shrink its ballooning costs, while raising
output in a market growing at just 8-9 percent per year. Coca-Cola added 30
assembly lines, including five plants; cut costly staff; revamped transport; shrunk
39
bottles and made them lighter and packed in smaller crates to increase a
truck's carrying capacity; added distributors and expanded the number of outlets
in towns and villages by a fifth to about 1 m. Coca-Cola's aim was to "lock in"
retailers in villages of at least 1,000 people connected to usable roads. One
method was to help those with no savings or access to formal credit to buy their
costliest asset: a fridge. The company negotiated big discounts from fridge
producers, placing an order equivalent to two months' output of the domestic
fridge industry. Discounts were passed on to the retailers, cutting the average
purchase price by Rs.3,000 more than three months' wages in a village.
Finally, Coca-Cola dumped a global advertising campaign that was
irrelevant to the Indian market and adopted one featuring Bollywood stars. "The
campaign is finally speaking to the right market." says marketing consultant Mr.
Jagdeep Kapoor. The adverts also loudly proclaimed the Rs.5 price benchmark,
meaning retailers could not overcharge.
The re-localization of Coca-Cola :
A glance at the 1999 Annual Report of The Coca-Cola Company leaves
you with a strong impression of two words that seem to be very deeply-etched in
every statement made by the company - 'Consumer* and 'Localization'. The
Chairman Douglas Daft states in his address to shareholders that, " If there's one
thing that I've learned in my 30 years at Coca Cola it is - Think locally and act
locally." Coca -Cola's localization drive appears to be partly spurred by the
adverse impact on the image of the company, due to the various issues that
40
cropped up last year in different parts of the world. Like the product
contamination in Belgium and France, the problems with regulators in Europe,
the racial discrimination lawsuit in United States.
In a recent article in The Financial Times, Mr. Daft talks of how Coca-Cola
whose basic success emanated from its strength of being a 'multi-local' business
relying heavily on the insight of local business partners, quite forgot the secret of
its success and veered on the path of centralization. He has staled in this article
that Coca-Cola wandered off the right path and endured a year of dramatic
setback, by ignoring the changing global scenario and continuing to believe that
a strategy that was once successful will always yield results. As he puts it "As the
Century was drawing to a close, the world had changed, and we had not. The
world was demanding greater flexibility, responsiveness and local sensitivity,
while we were further centralizing decision making, standardizing practices and
were moving away from our traditional 'multi-local' approach".
The company in the 80's and 90's had focused on centralizing its
operations for enabling effective management of a vast global enterprise that
was being spread over 200 countries. It has now woken up to the fact that the
world is changing very fast today and that a localized management that can
quickly respond to the challenges and needs of the relevant market will be critical
to success, rather than a unified management at the center. And that is precisely
what Coca-Cola has set out to do. It appears to be handing out a greater degree
of freedom and responsibility to the frontline managers in their respective areas
41
of operations. It has decided to cut jobs and convert itself into a leaner
structure. In India too, the complex holding structure has been broken down and
converted into a simplified structure. A single holding company Hindustan Coca-
Cola Holdings Pvt. Ltd and one downstream subsidiary - Hindustan Coca-Cola
Beverages - formed by the merger of 4 bottling subsidiaries of Coca Cola and
that of Schweppes now operate in India. The parent has performed a
comprehensive review of its Indian bottling operations and has announced that it
will be writing off $400mn worth of assets in India in the first quarter of this year.
The meeting hosted last week by the company to update investors on its
business strategies and outlook for the future also sang the same tune of how
members of the global Coca-Cola management team are implementing their
"Think Local Act Local" philosophy. The company's focus, according to the
management, will be to encourage higher consumption of non alcoholic
beverages and the Coca-Cola brands in every country. This will be achieved
through an intense focus on consumers, communities, customers, the Coca-Cola
system and Coca-Cola people. The Consumer focus strategy involves using
innovative and tailored marketing programs based on local consumer insights to
enable the company to keep growing. "We want to ensure that we have a tailored
nonalcoholic beverage portfolio in every community that touches consumers in
locally relevant ways." states the annual Report of the company. It gives the
example of the company's innovative marketing strategy in India, which
leveraged on the Diwali Festival and the entrenched family values in the Indian
society to connect to the Indian consumer at a personal level. In Mr Daft's words
42
"The 21st Century has taught us one important powerful lesson - that the
next big evolutionary step in going global has to be going local".
Marketing Mix and Strategy:
Marketing mix of any organization consists of 4 P's i.e. product, price,
place and promotion having its own significance, which varies from one
organization to the other. In Coca-Cola the information about all the 4 P's that
can be available to me is given here:
PRODUCT:-
Product mix of Coca-Cola consists of the various brand packs and flavors
given in the table. Product strategy of the Coca-Cola is to promote all the brands
available in all the brands packs and to introduce the product in new flavors and.
even new product. Regarding this Kinley soda is introduced. Fanta in green
apple flavor is also introduced.
PRICE:
Regarding the pricing policy or the price to the distributor is not disclosed
to me, but as done for the different product of the company, company has priced
the product same as that of its major competitor or the market leader.
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PLACE:
The Coca-Cola Company in India is governed from its corporate office
located at Gurgaon in Haryana. It governs the working of five zones covering
whole India these zones are: - Northern zone, Eastern zone, Western zone,
Southern zone and Andhra Pradesh zone. These zones are divided in to various,
plants, which govern the area assigned to them. The areas are the various
distribution centers called distributors and C&F agents. Then comes the
retailers/customer for the company's product, they receive goods from
distributors and C&F agents. Finally consumer is there, having the product from
the customer's shops or delivered to their home, it is more clearly visible through
this chart. The Coca-Cola Company, which gave its reach to the mouth of billions
of people all around the world having a wide distribution, network. In India, the
pace and speed at which Coca-Cola has widened its business is really amazing.
Distribution network is the biggest strength of the company.
PROMOTION:
This part of the marketing is playing a very vital and important role in the
current situation in India. Looking at the competition and promotion and
advertising budget of both the companies coca cola and Pepsi, one can easily
estimate the importance of this. The promotion mix of Coca-Cola is divided in to
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TOP LINE PROMOTION AND BELOW THE LINE PROMOTION.
Top line promotion includes the promotion designed and done by the
company's corporate office of Gurgaon and the office of Bombay TV ads, design
of banners, and other POS done by the company simultaneously all around India
with no Difference in designs etc. fall in this category. Below the line promotion
includes the promotion schemes, publicity material, POS display done by the
company from zonal, plant, sales manager and area sales manager level. . At the
sales manager and area sales manager level the promotion done exclusively for
the cities in their respective area and other POS display.
COMPETITORS:
Since there is only one major competitor of the Coca – Cola i.e. Pepsi.
There is some information about the Pepsi Company.
Pepsi Cola, Headquartered N.Y., is the refreshment beverage unit of
Pepsi Co. Beverages and Foods, a division of Pepsi Co. Inc. Pepsi Co.
Beverages and Foods at North America also comprise Pepsi Co`s Tropicana,
Gatorade and Quaker Foods businesses in the United States of America and
Canada also.
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Pepsi-Cola non-carbonated beverage portfolio includes Aquafina, Which is
the number one brand of bottled water in the United States, Dole single serve
juices and some, which offers a wide range of drinks with herbal ingredients. The
company also makes and markets North America’s best-selling, ready to drink
iced teas and coffees via joint venture with Lipton and Starbucks, respectively.
Pepsi Co, Inc. is one of the world’s largest food and beverage companies.
The company’s principle business includes:
• Frito-Lay snacks
• Pepsi-Cola beverages
• Gatorade sports drinks
• Tropicana juices
• Quaker Foods
Pepsi Co Inc. was founded in 1965 through the merger of Pepsi-Cola and
Frito-Lay. Tropicana was acquired in 1998. In 21001 Pepsi Co merged with the
QUAKER Oats Company, creating the world’s fifth largest food and Beverage
Company, with 15 brands-each generating more than $1million in annual retail
sales. Pepsi Co's success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high level of integrity of
their people.
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Soft drink business is built on two pillars - Brands and Distribution. We
present below comprehensive conceptual coverage of these and other key
marketing concepts
1. Branding
2. Valuation of brands
3. Distribution
4. Marketing
5. Market Research
6. Market segmentation and positioning
7. Advertising and promotions
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1. BRANDING :
What is a brand ?
A brand is name, term, sign, symbol or design or a combination of them
which is intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors'
A Trade mark is "a brand or a part of brand that is given legal protection
because it is capable of exclusive appropriation."
Manufacturers can use their own brands (known as Manufacturers'
brands) or brands of their distributors (Distributors' brands).
Why branding?
Manufacturers/ distributors use brand names for a variety of reasons from
simple identification purposes to having legal protection for unique features of the
products from imitations and help consumers recognize certain quality
parameters. In some cases, brands are just used to endow the product with
unique story and character which itself can be a basis for product differentiation.
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Special importance of brands for soft drink products
While brands can represent all types of goods or entities, they have
special importance for products. Brand equities are stronger in soft drink
products as the consumer is reluctant to try unknown brands/ unbranded
products for the following reasons
• These products individually account for a small part of household
spending.
• Most of these products are for personal use.
• In many cases, it is difficult to differentiate a product on technical or
functional grounds and therefore the consumer is reluctant to switch to an
unknown brand.
• Successful brands generate strong cash flows, which enable the owner of
the brand to reinvest a part of it in the form of aggressive advertisements/
promotions. This reinforces the perceived superiority of a brand.
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How a brand is created?
Soft drink companies spends enormous sums on building a brand equity
by way of
- advertisements/publicity
- free samples -low entry price
- promotions (schemes for dealers, consumers etc)
Advertisement and promotion can induce trials but for sustained loyalty,
the manufacturer has to offer superior quality and value for money. Most
successful brands are founded on a chance discovery of a new product/ process
or assiduous research and development work. Major players invest in R&D on
their existing brands and improve the product quality continuously to maintain
their edge over competitors.
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2. VALUATION OF BRANDS :
Value of a brand is represented by the incremental cash flow resulting
from a product with a brand versus a product without a brand name or with
weaker brand name.
Brand valuation is a complex process and involves a lot of subjectivity.
There are no widely accepted techniques of brand valuation. There are several
considerations which cannot be standardized or quantified such as
• To pre-empt competition from taking over a brand
• • Synergy with the company acquiring existing brands/ businesses
• • Strategic entry into a new product category
• Prevent damage to existing brands. Many a times stiff competition results
in price cutting, aggressive promotions, lower margins for all the competing
brands.
• Confidence in the acquirer of the brand to rejuvenate a languishing brand.
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Value of an acquired brand :
In case of an acquired brand, price paid for the brand over and above the
value of tangible assets, represents value of the brand. For accounting purposes
consideration paid for the brand is typically broken up as follows:
Goodwill
Trademark and patents
Technology and know-how
Non compete agreement
Some of the popular methods for valuation of brands are discussed below
Bert technique (Intra-brand Pic) values brands based on following
factors. It gives scores on each factor and values the brand as multiple of sales/
earnings based on the aggregate score.
- USP's of the brand
- Stability of the brand
- Markets namely the industry in which the brand is in use.
- International of the brand commanding a higher weightage than a local
brand.
- The long term trends of the brands
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- Brands receiving consistent investment are more valuable.
- Legal protection commanded by brands through registration and trade
mark laws.
- Quality of support received by the brands.
Cost basis - The valuation is done by aggregating all costs incurred on a
brand from the conception stage. These costs include market survey, research &
development, launch and subsequent advertising expenditures. These costs are
adjusted for inflation and present values are calculated. Then adjustments are
made to provide for discount in case of a declining trend in the product life cycle
or premium in case of ascending trend in market share and product life cycle.
Market value - Valuation at market price (the best bidder quote) can be at
divergence from the fundamental value of the brand. For instance, a large
company may pay an abnormally high price to protect its major brand or remove
a nuisance from the market or derive synergies in its existing business. Such
valuations are subjective.
Earnings model - In this method, valuation is done by identifying,
separating and quantifying earnings that can be attributed to the brand and
capitalizing these earnings at a suitable discounting rate. The multiple would
depend on several factors such as category growth prospect, emerging
competition and brand's relative position, edge in terms of technology, strength of
loyalty to the brand etc.
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3. DISTRIBUTION :
Marketing or Distribution channel refers to the set of marketing
intermediaries which manufacturer's link together to reach their products to the
ultimate consumers. Depending on the product, nature of market and
manufacturers' resources/strategy, there can be one or more links between the
manufacturer and consumer.
Manufacturer – Retailers
Manufacturer - Wholesalers – Retailers
Manufacturer - Stockists - Wholesalers - Retailers.
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Why use distribution channels-
There are several benefits for a manufacturer particularly in case of
consumer goods to rely on these marketing intermediaries rather than develop
one's own distribution network.
• Efficiency in performing the basic marketing task by these intermediaries
who through their experience, specialization, knowledge of local conditions,
contacts and scale, offer services.
• Which manufacturers can scarcely do on their own.
• Cost advantage most of these intermediaries in India are family owned
outfits. Their cost of operations and overheads are substantially lower.
• Focus: Manufacturers can concentrate on their core activity and optimize
return on assets.
RETAILING :
In India, there are over 5 million retail outlets dispersed all over the
country. The retailing industry provides employment to over 18mn people. 1 out
of every 25 families in India is engaged in the business of retailing. Ownership
and management are predominantly family controlled. However in sharp contrast
to developed countries, unit average size of a retail outlet in India is very small.
55
Organized retailing, however, has been a recent phenomenon and is
relatively undeveloped. There are no large super market chains/ shopping malls.
Consumers are unwilling to pay a premium for convenience shopping as their
counterparts in the western countries do. While small chain stores called Apna
Bazaars and Sahakan Bhandaars, which offer products at reasonable prices,
have been fairly popular, Department Stores and Food Stores are slowly gaining
popularity. A large number of corporates have recently ventured into retailing.
The retail outlet in India can be broadly categorized as follows:
- Grocery stores
- General purpose stores
- Food stores
- Pan bidi shops
- Chemist/ drug stores
- Cold chains
The relative share of grocers dropped from over 50% in the early 90's to
35% in the late 90's. Chemist outlets on the other hand, have been expanding
their product range to include high margin FMCG products from shampoos to
ketchup. Pan-wallas are also emerging as full fledged consumer product outlets.
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COMPOSITION OF URBAN OUTLETS
Grocers 34.7%
Cosmetic stores 4.0%
Chemist 6.3%
Food Stores 6.6%
General Stores 14.4%
Pan – stores 17.0%
Others 17.0%
COMPOSITION OF RURAL OUTLETS
Grocers 55.6%
Cosmetic stores 13.5%
Chemist 3.3%
Others 27.6%
04. MARKETING :
Direct marketing :
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In direct marketing manufacturers reach the consumers directly. Direct
marketing can be undertaken in several ways such as mail order, own retail
outlets, mobile vans etc. A new innovative approach to direct marketing viz
multilevel marketing is becoming increasingly popular. Also gaining ground
slowly is E-tailing i.e. selling products through the internet.
Multilevel marketing model :
Multi level marketing refers to direct marketing through an ever-increasing
number of direct distributors. Independent distributors sell products directly to the
consumers and appoint new distributors and train them. The distributor earns
commission at two levels; one is his/ her own commission and two a proportion
of commission earned by other distributors appointed by him/ her. None of these
distributors are employees of the company.
Distributors are not allowed to sell these products to retailers. The
company saves about 25% of realizations by eliminating retail channel, which is
shared with distributors.
The company insists that the distributors should take prior appointment
with the consumer. Personal interaction is not only convenient but adds value as
customer get valuable advice on the product and how to use it.
This helps in creating awareness and removing misconceptions like
cosmetics are harmful for the skin.
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Direct marketing (multi level approach) in persona care products is
extremely popular abroad. In Brazil, about 60% of personal care products are
sold through direct marketing. In India, direct marketing has been slowly growing.
Word of mouth has a strong impact on purchase decision of a consumer,
specially in personal care and cosmetic products. Direct marketing has mainly
been undertaken by the new MNC entrants (notably Oriflame, Avon). Hindustan
Lever has also recently launched a new personal product brand Aviance which is
sold directly to consumers exclusively by trained beauty specialists. Direct
marketing has also been extensively used in marketing of household appliances
like Vacuum cleaners. However given the widely spread geographical area in
India, direct marketing cannot be easily used to build an extensive national reach
and is more likely to be used as a supplementary channel.
5. Market Research :
Market research activities encompass studies on
- market characteristics
- measurement of market potential and size,
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- market share analysis,
- competitive products,
- new products acceptance/ product preference,
- sales (region wise, consumer wise etc) analysis,
- short/ long term sales forecasting,
- advertisement effectiveness
- post-shipment data (actual shipment by manufacturers),
- retail stores audit (actual sales at sample outlets)
- trade feedback and distribution,
- brand recall, point of sale material etc.
It requires skilled people for data collection as well as analysis. Several
large consumer companies have in-house MR department. Most others retain
specialized and professional MR agencies.
The significance of market research has increased considerably in the
recent times as
- Size of operations of major players has increased to national and
international markets.
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- Marketing executives are physically away from the market and hence the
need for flow of information.
- In the environment of increasing competition and multiple products
competing for consumers' preference information about the market has
tremendous utility.
- Information is required for segmenting the market and appropriate pricing
and positioning of the products.
Market research approach :
Typically, a market research activity involves the following 5 steps,
Problems definition This forms the basis of research and failure to
identify the problem precisely will result in finding a correct solution for a
wrong problem.
Research design: The next step is to set out objectives of research
clearly, determined data collection methods to finalize research instruments and
sampling plan.
Field work: After finalization of research design, the actual data collection
begins. It can be done by the agency on its own or through subcontracting to
third parties. Data is collected by questionnaires/ direct interviews, telephonic
interviews, simple observation etc.
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Data analysis: The next step forms the heart of research activity. It
involves extracting meaningful information from the data collected and analyzing
the information statistically and also from business perspective. Statistical
techniques include simple/ multiple linear programming models, time series,
exponential series, regression analysis, simulation, Marko chain process etc.
Report preparation: The final step is to prepare a report, present major
findings in a manner amenable to managerial decision taking. There may be
some follow up and revalidation required.
TEST MARKETING :
Test marketing refers to testing out product and marketing mix with a
small number of well chosen consumers which are representative of the target
segment. Test marketing is frequently used by consumer companies, in contrast
to industrial companies which prefer feedback through informal channels. Test
marketing improves knowledge of target consumers, potential sales and is an
effective tool to pre-test alternative marketing plan. In most products, it is
important to check trial rates as well as re-purchase rates.
CONSUMER'S PANELS :
Consumer panels refer to a set of consumers with different demographic
characteristics (so as to be representative of target population) who agree to co-
operate in market research, typically for a consideration. Market research
agencies and companies try to collect information on buyer's characteristics by
62
introducing a new product to the consumer panels. The firm estimates trials as
well as the repeat purchasing by this method. There are statistical models to
forecast market shares, demand, brand switching etc.
7. ADVERTISING AND PROMOTION :
Advertising consists of non-personal form of communications. The
communication is conducted through trade media under player sponsorships.
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Advertising aims at providing information about the product arouse demand for
the product and emphasize on superior features of the advertised product over
others. Players have to decide on overall advertisement budget, message and
mode of presentation, type of media, timing etc. They invariably do post audit of
advertising efficacy.
Promotions are of two types viz. pull promotions where consumers are
incentivized and push promotion where dealers/ retailers are incentivized.
There are several forms of promotion such as distributing free samples, discount
coupons, gift offers for consumers and target based incentives and display
schemes etc for retailers. Marketers also sponsor charity programmes, sports etc
to promote corporate/ brand image.
DISTRIBUTION MANAGEMENT
Distribution management is a logistics control process that applies
situational understanding from both the operational and logistical common
operating pictures in order to dynamically control and synchronize the flow of
materiel through the distribution pipelines, including retrograde and lateral
distribution. The last part of the definition - retrograde and lateral distribution - is
critical to future success and is often overlooked in distribution
management schemes. Our ability to move materiel in any direction through the
pipelines provides an economy of effort that actually becomes a force multiplier.
In this manner, distribution management becomes a key enabler of logistics
64
transformation, by reducing materiel requirements to only those that are needed
and by leveraging stockage positioning to reduce the total cost of sustainment.
Distribution Management: - When you're operating multiple plants over a
large geographical area, knowing exactly what you have and where it's located
can be a tremendous competitive advantage. Frontier's Distribution Management
components allow you to access real-time inventory and shipping information
across your enterprise, as well as historical audits that can help with planning for
the future.
With Frontier, you'll always know your inventory requirements and
availability for every product, at every plant. You can instantly find transit status
for parts and finished goods. Frontier helps you plan more efficient truck loading
and shipping routes. You'll also enjoy shipping and billing that is tightly integrated
from the initial sale through Accounts.
A definition of dynamic control is also required before we go further.
Dynamic control is the distribution manager's ability to rapidly set and change
priorities and modes of transportation in response to the war fighter's
requirements. If Quartermasters cannot dynamically control the delivery of
supplies and materiel, we remain at the mercy of the transportation system and
will be forced into the comfort and expense of a stockage-based supply system.
DISTRIBUTION MANAGEMENT PRODUCT MODULES
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Advanced Forecasting
Advanced Pricing
Advanced Stock Valuation
Agreement Management
Bulk Stock Valuation
Enterprise Facility
Planning Inventory Management
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DAILY SHIPPING ACTIVITIES AT COCA-COLA
BSR-
(Bonded storage area)
1. Daily report
2. Physical stock verification
3. Full movement report
4. RG 1
5. Leakage and Breakage Report
6. Stock covered with tarpaulin
7. Shipping office house keeping
EMPTY-
1. Check for pending ERA
2. Breakage report
3. Physical stock verification
4. Breakage handing over to store
5. House keeping of empty yard
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INDIA DIVISION
The Head quarter of India is at Enkay Towers, Udyog Vihar,Gurgaon.Coca Cola
became 3rd largest FMCG from zero in India in just 8 years. There are 40
producing units across the country.
There are 5 regions in India viz., North, South, West, East & Andhra
Pradesh.
The company operates in two types of Bottling operations viz.,
1. COBO (Company Owned Bottling Operations) - In COBO, the Company
owns the unit and is a property of India.
2. FOBO (Franchisee owned Bottling Operations) - FOBO is operated by
Bottlers, who are given license by the Company to bottle its products on their
behalf.
THE NORTH REGION :
The headquarter of Northern Region is at JMD Towers, Regent Square,
Gurgaon. It comprises of Delhi, Western UP, Eastern UP, Jammu & Jaipur units.
It has 9 production units viz, Delhi, Jaipur, Kanpur, Varanasi, Dasna, Mundka
Depo, Jammu, Delhi FOBOs & East-West UP FOBO. It is the largest region in
India with 1313 employees.
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PRODUCTS OF COMPANY
It has brown colour with high content of C02 (Carbon di-oxide) which
makes its COLA flavour heavy. It is available in different volumes in market like :
1. 200 ml glass bottle
3. 600ml pet bottle
4. 2.Litre pet bottle.
It has dark brown color with very high content of CO2 which makes the
Cola flavor is very strong. It is available in different volumes in market like:
3. 600ml pet bottle
4. 2.Litre pet bottle
It comes in many flavours like orange, with light content of CO2 that
makes its make its flavour delicious. It is available in different volumes in market.
3. 600 ml pet bottle
4. 2.Litre pet bottle
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Limca has light grey colour with light content of CO2 that makes its flavour
tasty. It is available in market in following packs of quantities:
4. 2 Litre pet bottle
It is colourless with packing in green coloured bottle. It has normal content
of CO2. It has a nice flavour available in market in following packing:
4. 2 Litre pet bottle
It is of yellow colour with decent taste of mango. It doesn't contain CO2. Its
available packing in market are:
1. 250 glass Bottle
Soda- It is colourless & available in market in 300 ml glass bottle in the
market.K -Water it is a mineral water available in following volumes in the market:
1. 1 liter, pet little
2. 2 liter, pet little
70
PRODUCT RANGE
Flavour Ingredients Pack Product Company

Cola Cola Flavour 200Ml. Coke, Coca-Coal
carbonated water 300Ml. Thumsup
sugar 500Ml.
1.5 Litre
2 Litre Pepsi Pepsi

Orange Orange Flavour + 200Ml. Fanta Coca-Cola
Carbonated Water+ 300Ml.
Sugar 500Ml.
1.5 Litre
2 Litre Mirinda Pepsi
Fruit Juice Mango Pulp+ 250 ML Maaza Coca-Cola
Treated water+
sugar Slice Pepsi

Cloudy Lemon Flavor + 200Ml. Limca Coca-Cola
Lemon Carbonated Water+ 300Ml.
Sugar 500Ml.
1.5 Litre
2 Litre Mirinda Lemon Pepsi
71
Clear Lemon Lemon Flavour+ 200Ml. Sprite Coca-Cola
Carbonated Water 300Ml.
+ Sugar 500Ml.
1.5 Litre 7’Up
2 Litre Dew Pepsi
72
Table- I
Prefer to have cold drinks
Response No of Respondent Percentage ( %)
Yes 100 100%

No 00 00%
Total 100 100%
Analytical Interpretation:
The given Chart & Table show that the most no. of respondent like to take
cold drink because it gives the full satisfaction in the hot and humid day. It was
found that 100% of respondent likes to take the soft drinks and 00% respondent
don’t want to take cold drinks. The people who don’ts prefer are because of their
taste and preference. They are of the perception that Lassie and Nimbu pani are
beneficial than the carbonated soft drinks.
73
GRAPH-1
Prefer to have cold drinks
100% 0% Yes
No
74
Table- II
Consumption of cold drinks in a day
Response
No of Respondent Percentage (%)
(Time a day)
Less than 2 54 54%
2–4 35 35%
More than 4 + 11 11%
Total 100 100%
The given diagram & table show the frequency of taking cold drinks
in a day. It was found that 54% of respondent takes the less than 2 cold drink a
day, 35% of respondent takes 2 – 4 cold drinks a day. And 11% of the
respondent likes to takes more than 4 cold drinks in a day. The people who
consume more than two cold drinks have a habit of a high consumption. For
them a change in price doesn’t changes their demand to a great extent. They
also maintain a brand loyalty in the brand they are regularly consuming.
54
60
50
35
40
30
11
20 Graph II
10 Consumption of cold drinks in a day
0
Less than 2 2–4 More than 4 +
75
Table- III
Preference of flavours
Flavour No of Respondent Percentage
Cola 41 41%
Citric 26 26%
Lemon 21 21%
Orange 10 10%
Others 02 02%
Total 100 100%
The given graph & table show the most popular flavour in cold drinks is
Cola. It was found that the 41% respondent likes the Cola Flavoured, 21% of
respondent likes the Lamon flavoured, 26% of respondent likes the citric flavour,
10% likes the Orange flavour and only 2% likes the other flavoured.
45% 41%
40%
35%
26%
30%
21%
25%
20%
GRAPH-III
10%
15%
10%
2%
5%
Preference of flavours
0%
Cola Citric Orange Lemon Others
76
Table- IV
Preference of Brand name
77
Response No of Respondent Percentage (%)
Yes 56 56%
No 39 39%
Can’t Say 05 05%
Total 100 100%
The graph & table clear view regarding the importance given to a
brand name while choosing the cold drinks. It was found that the 56% of
Respondent says Yes and 39% of respondent say No and the only 5% of
respondent not in a position to say anything.
Graph IV
Preference of Brand name

5%
39% Yes
56% No
Can’t Say
78
Table- V
Factors Influences choosing particular Brand
Brand 28 28%
79
Flavour 48 48%
Advertisement 06 06%
Chilled 18 18%
Total 100 100%
The chart and diagram shows that the way respondent likes the particular
brand of cold drinks. It was found that 48% of respondent likes the because of
flavour, 28% respondent likes the cold drinks because of brand, 18% of
respondent likes because of chilled and only 6% of respondent likes because of
advertisement.
GRAPH-V
Factors Influences choosing particular Brand
80
81
Table- VI
Opinion towards Popular Brand
Brands No of Respondent Percentage (%)
Coke 58 58%
Pepsi 21 21%
Others 21 21%
Total 100 100%
The given diagram gives the view regarding the most popular and
demanded brand. It was found that the 58% of respondent preferred the Coke as
most popular brand, 21% of respondent say Pepsi as most popular brand, 16%
of respondent referred the coke as the popular brand and the only 21% of
respondent say others was a the most popular brand.
Graph VI
Opinion towards Popular Brand
82
60%
50%
40%
30% Series1
20%
10%
0%
Coke Pepsi Others
Table- VII
83
Availability in retailer’s shop
Cola 61 61%
Citric 30 30%
Fruit flavoured 9 9%
Total 100 100%
The given chart table shows that the most available flavour on the
respondent retailer’s shops. It was found that the 61% of respondent
(Consumers) say that they find Cola flavour on their retailer’s shop.30% of
respondent found the citric flavor on their retailer’s shop. Science cola flavour is
a Universal flavour in India, with consumers of all age, sex and preference
accepting it whole heartedly.
84
Graph VII
Availability in retailer’s shop
61%
70%
60%
50%
30%
40%
30%
20% 9%
10%
0%
Cola Citric Fruit flavoured
85
Table- VIII
Availability in College Canteen/Locality/Colony
Brand No of Respondent Percentage (%)
Coke 51 51%
Pepsi 47 47%
Others 02 02%
Total 100 100%
Analytical Interpretation:-
The graph & table gives the information regarding the available the
available brand on their college canteen or a colony or a locality. It was found
that 51% of respondent found the Coke brands of cold drink highly available
while 47% of respondent said that they found Pepsi brand as highly available and
only 02% of respondent said that they found other brand like Frooti or others
brands highly available. This difference in the response is because of the
consumption of different brands in different segments.
2%
Coke
Graph
47% VIII 51%
Pepsi
Availability in College Canteen/Locality/Colony
Others
86
Table-IX
Opinion towards Taste
(i) In a cola flavor.
Coke 75 75%
Pepsi 25 25%
Total 100 100%
The given table and diagram gives the idea of the respondent opinion
regarding the Cola flavour drink. It was found that the 75% of respondent likes
the Coke and the only 25% respondent likes the Pepsi flavour.
87
(ii) In Citric flavoured?
Mountain Dew 41 41%

7Ùp 30 30%
Sprit 29 29%
Total 100 100%
The given table and Diagram gives the idea of the respondent opinion
regarding the citric flavour drink. It was found that the 41% of respondent likes
the Mountain Dew, 30% of respondent likes the 7 UP and the only 29% of
respondent likes the Sprit in Citric flavoured. The consumers of Mountain Dew
say that it has a better and genuine taste than the Sprit flavoured of Coke.
(iii) In orange flavoured?
88
Miranda Orange 64 64%
Fanta 28 28%
Others 08 08%
Total 100 100%
Analytical Interpretations:
The above given table and chart show the opinion of the respondent
regarding Orange flavour. It was found that the 28% of respondent likes fanta of
COKE brand, 64% of respondent likes the miranda of the PEPSI brand and 8%
of respondent likes the other soft drinks of orange flavour.
(iv) In Mango flavour?

Mazza 37 37%
Slice 22 22%
89
Others 41 41%
Total 100 100%
The above shown table and chart gives the view regarding the opinion of
respondent about the Mango flavour. It was found that the 41% of respondent
likes Frooti, 37% of respondent like Mazza of Coke and only 22% of respondent
likes the Slice of Pepsi brand. One of the greatest advantages with Frooti is that
it comes in tetra pack which is a one way pack. People find it convenient to take
it home for consumption. Even coke and Pepsi have introduced tetra pack in the
Mango drink recently but it will definitely take some time take away market from
the market leader. Also Frooti is a well established brand has available in tetra
pack for a long time.
90
Graph IX
(I) IN A COLA FLAVOR
25%
46%
Thumps up
Coke
29%
Pepsi
91
Graph IX
(II) IN CITRIC FLAVOURED?
29%
41%
Sprite
Mountain
Dew
Mountain Dew
30% Sprit
7Ùp
92
Graph IX
(III) IN ORANGE FLAVOURED
8%
28%
Fanta
Miranda
Orange
64% Miranda Orange
Fanta
Others
93
Graph IX
IN MANGO FLAVOUR?
37%
41%
Mazza
Slice
22% Others
94
Table-X
Cause of Choosing Brand
Subject No of Respondent Percentage (%)

Blend 20 20%
Brand Image 38 38%
Availability 26 26%
Advertisement 16 16%
Total 100 100%
The graph & table above say that why the respondent like their favoured
brand. It was found that 38% of respondent likes his brand because of brand
Image, 26% of respondent likes because of availability, 20% of because of Blend
and only 16% of advertisement. Brand image refer to the perception of the
customers regarding the choice of a particular brand. It comes with the kind of
advertisement brought by the company. Blend over here refers to the taste of the
flavour demanded.
38%
40%
35%
26%
30%
20%
25%
16%
(IV)
20% Graph X
15%
Cause of Choosing Brand
10%
5%
0%
Blend Brand Image Availability Advertisement
95
Table-XI
Most appealing Brand advertisement
Coke 52 52%
Pepsi 48 48%
Total 100 100%
The given chart shows that the respondent about the most appealing
brand advertisement. It was found that the 52% of respondent says that Coke
advertisement is most appealing, 48% of respondent says Pepsi advertisement is
most appealing one. The advertisement of Coke features Bollywood star like
Aishyarwa Rai, Hritik Roshan, Karishma Kapoor and Amir Khan who are highly
acceptable by the public. The advertisement of Coke featuring Amir Khan with a
punch line
“Thanda Matlab…………….Coca-Cola”
It was a super hit which took Coke not only to the rural markets but also
overturned the market of Pepsi.
96
Graph XI
Most appealing Brand advertisement
48%
Coke
52%
Pepsi
97
Table-XII
Most appealing Brand Punch Line

Coke 68 68%
Pepsi 32 32%
Total 100 100%
The chart shows the opinion regarding the most effective punch line in
respondent view. It was found that 68% of respondent feel that Coke punch line
is most effective, 32% of respondent feels Pepsi ‘Punch line is most effective,
Major no. of people thinks that the most effective punch line is ‘Thanda
Matalab……….Coca-Cola” and Punch “Matlab ……Chota Coke”, Then “Ye
pyass hai Badi” and “yeh dil mange more”

38%
40% 32%
30%
35%
30%
25%
20%
Table XII
15%
Most appealing Brand Punch Line
10%
5%
0%
Coke Pepsi Thumps up
98
Table- XIII
Opinion towards product, which is promoted by celebrity
Yes 40 40%
No 32 32%
Can’t say 28 28%
Total 100 100%
The group & table show that the people like the product of it promoted by
a celebrity. It was found that 40% of respondent said that they the product
because of the celebrity shown in the advertisement consuming it, 32% of
respondent says No about the celebrity promotion, 28% respondent not in a
position to say anything. In India people have a great craze for their favorite
celebrities’ They have a lot of love for their favorite celebrities they want to imitate
by doing what they do as shown in the advertisement.
Graph XIII
Opinion towards product, which is promoted by celebrity
99
28%
40%
Yes
No
32%
Can’t say
100
Table XIV
Opinion towards Pricing Strategy
Yes 64 64%
No 22 22%
Can`t Say 14 14%
Total 100 100%
The given table & diagram shows that how effective the companies facility
the consumer. It was found 64% of respondent says yes. 22% of respondent
says No and 14% respondent can’t say anything. India is a mass market for the
consumer product but at the same time it is also a very “Price Sensitive” Market.
So with a small decrease in price results in a drastic increase in the demand.
Since soft drink is a consumer product, the price has a great influence on the
demand of the product.
101
Table XIV
Opinion towards Pricing Strategy
14%
Yes
22%
64% No
Can`t Say
102
FINDINGS AND ANALYSIS
SWOT ANALYSIS
STRENGTH:
 Coca-cola Potential brands position in the market.
 Good quality and innovation of product for long term customer
relationship.
 Good advertising campaign, and brand ambassador.
 Advertisement campaign more effective and change punch line make.
Emotional touch with customer and retail.
 High investment in research and development.
 Coca-cola has a good market share.
 Segment of coke product to every age group.
 To satisfy of retail or through schemes SGA, display.
WEAKNESS:
 Lack of proper distribution in many areas.
 Lack availability 1 it & 1.5 it product pack.
 Lack supply of Kinley water in the market.
 Rising No. of date dealers that will wrong effect in market condition.
 Retailers are not getting schemes at the time.
 No distribute enough signage to retailers.
103
OPPORTUNITY:
 Coke is able to capture large mkt. Share.
 More monopoly counters of coke brand.
 To improve market mix (Product, price, promotion, place).
 To increase the sale of Kinley water.
THREATS:
 Pepsi is the major competitors, that means watch myopia in the market
every time.
 Pepsi have captured major market of 500 ml, 1.5 & 2 lt.
 Retailers divert to pepsi because they are getting good schemes and
SGA signage. Increase local brand in the market.
104
FIELD EXPERIENCE
The success of any survey depends upon the quality and integrity of the surveyor
who collect the basic data by expressing the subject under the study and on the
respondents who provides the data required by filling up the questionnaire .The
accuracy of the data collected solely depends upon the cooperation and
truthfulness of the person who is being interviewed.
Keeping this in mind i have tried my best to collect the reliable data. During this
process I came across a Variety of experiences some interesting and some bitter
one’s.
After knowing the utility of the survey some of the respondents filled up the
questionnaire sincerely whereas some of the other were not interested in it . How
ever, most of respondents were friendly and cooperative and willingly filled up the
questionnaire with utmost sincerity and to best of their knowledge.
Barring few exceptions I had a pleasant time with respondents. I hope that the
respondents did not feel the interview insipid and boring.
I got the opportunity to interact with different people of different areas in Barilley
City
105
SUGGESTIONS&RECOMMENDATIONS
Doing a survey on consumers market provided a lot of insight into the dynamics
of the market place and with it valuable insights were also gained into the psyche
of consumer and owners.
1. SUPPLY
The demand of Thums up & Maaza far exceed the supply especially in case of
200ml and pet bottles. Few shop owners’ clamed that many a times no supply is
made for 3 days and some times even more.
Sometimes the delivery vans of Coca-Cola starts late from the distribution point
and that of rivals reach early .so eateries, which generally serve soft drinks in the
glass, buy the soft drinks from the delivery van which arrives first.
Salesman at the delivery van to be inconsistent on certain meters likes the
concept of broken bottles. When dealing with the shop and the eatery owners
some salesman do exchange bottles while some do not?
All flavors and all size of bottles are kindly available in the market.
106
2. COMPANY REPRESENTATION
Owners confirmed that Company representatives don’t come when called
repeatedly.
The Company must ensure that the representatives do visit an outlet at least
once in 3 days to listen and to attained to complaints, if any.
3. SALES PUSH BY EAT & DRINK OUTLET
The Company easily influenced many eatery owners, which provide them with
better facilities. There was a tendency to push the product of the Company which
ever offered them better scheme or benefits.
107
CONCLUSION
From this summer training and project titled "Merchandising and route
productivity" in Coca-Cola, I have learned a lot about real practical work being
done in the market I have also watched & learned the practical applicability of the
various things that we have studied theoretically.
I observed on the basis of survey in Bareilly city that Coca-Cola lay
emphasis on merchandising in order to become the No.1 brand in soft drink
industry the report was finds out the availability of different flavor and packs.
Cola-Cola adopt a good customer relationship management, it is focus on
the, segment of the product because each segment is affected by different sets
of factor which hamper or enhance sales. Each segment had its own Pros &
Cons. So we have to understand the various segment of soft drink industry that
which flavor is existing more in the market, Such as Thums-up strong brand of
coke which is more popular in young generation. I also observe about fate
dealer, sub dealer, monopoly counter & its marketing strategy. Such as fate
dealer is influence wrong direction to the market. They are supply product at high
margin with low scheme.
As we know till now since ill soft drink industry the concept of brand loyalty is not
in that shape in which it is in countries. So company could take some steps to be
to have a good report with the retailers why supply them regularly and provide
them with other monetary benefit.
108
LIMITATION OF RESEARCH
1.The area of study is limited to the merchandising and route productivity aspects
of the system, while the marketing has other crucial areas too which were left
uncharted
2. The study is limited to eastern region of coca cola which is a multinational
company, so the area plays as a constraint in the study.
3. The time period allotted for the study was only of two months, which may
provide a deceptive picture in comparison of the study based on long run.
4. The study was based on both primary and secondary data but the relevance of
the secondary data may not be justified.
5. The success of any survey depends upon the quality and integrity of the
surveyor who collect the basic data by expressing the subject under the study
and on the respondents who provides the data required by filling up the
questionnaire .The accuracy of the data collected solely depends upon the
cooperation and truthfulness of the person who is being interviewed.
6. Interaction skills as well as the behaviour of the respondents also played as a
constraints during the research.
109
110
QUESTIONNAIRE
1. Name of the Respondent:- …………………………
2. Address: - …………………………
3. Age group: -
(a) Below 15 (b) 15 – 20 (c) 20 – 25
(d) 25 – 35 (e) 35 – 45 (f) Above 45
1. Educational Background
(a) Matric & Below
(b) Intermediate
(c) Graduation
(d) Post Graduation
2. Do you take cold drink?
(a) Yes (b) No
7. If yes how frequently? (Daily)
(a) Less than 2 (b) 2 – 4 (c) More than 4
8. Which flavour do you like most?
(a) Cola (b) Citric (c) Orange
(d) Lemon (e) Others.
9. Do you give importance to brand name while choosing your cold drink?
(a) Yes (b) No (c) Can’t Say
10. Which brand you prefer most?
111
(a) Coke (b) Pepsi (c) Both
(d) Others
11. You like the particular brand of cold drink because of?
(a) Brand (b) Flavor (c) Advertisement
(d) Chilled
12 In your opinion which brand of cold drink is most demanded or popular?
(a) Coke (c) Pepsi (d) Others.
13. Which brand is more available in your retailer’s shops?
(a) Cola (b) Citric (c) Fruit Flavored.
14 Which brand of cold drink do you find most in your college
canteen/colony/locality?
(a) Coke Brand (b) Pepsi Brand (c) Others.
15. In your opinion which soft drink is better taste?
(i) In Cola Flavor
(a) Coke (c) Pepsi
(ii) In Citric Flavoured.
(a)Sprite (b) Mountain Dew (c) 7Ùp
(iii) In Orange flavoured.
(a) Fanta (b) Miranda Orange (c)
Others.
(iv) In mango Flavoured.
(a) Mazza (b) Slice (c) Others.
112
16. Why do you like your brand?
(a) Blend (b) Brand Image (c) Availability
(d) Advertisement
17. Which brand advertisement appeals you most?
(a) Coke (b) Pepsi (c) Others.
18. Most effective punch line in your opinion of?
(a) Coke (b) Thumps up
(c) Pepsi (d) Others.
19. You like the product which is promoted by the celebrity?
20. Do you think that the pricing strategy adopted by the cola companies
fascinate the consumer?
21. Any Suggestion:-
……………………………………………………………………………………………
…………………………………………………………...
……………………………………………………………………………….......
113
Thank You,
Signature
114
BIBLIOGRAPHY
1. Research Methodology, Kothari. C.R., Research Methodology
Methods & Techniques, New-Delhi, Wishwa Prakashan, edition 2003.
2. Multi Level & Direct Marketing, Branding, Kotler, Philip.,
Marketing Management, Delhi, Pearson Education (Singapore) Pte. Ltd, 11th
edition.
3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B.,
International Marketing Management, New-Delhi, Sultan Chand & Sons edition
2003.
4. Company Profile, Web-Site:- www.coca-cola.com
<http://www.coca-cola.com>
5. Merchandising & Route Productivity, www.ask-jeeves.com,
www.distributing-company.com.
6. Retailing, Company Souvenirs.
115

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A

COMPARATIVE ANALYSIS OF COKE & PEPSI

BRINDAVAN BEVERAGES PRIVATE LIMITED

Master in Business Administration (2005-07)

Mr. Sandeep Sharma Manoj Stephen James

Faculty - Management Roll No- 0514270091

Khandelwal College of Management Science &

Khandelwal College of Management Sciences & Technology, Bareilly

has completed his project report on “COMPARATIVE ANALYSIS OF

of Mr.Ashish Khandelwal Marketing Manager of Brindavan Beverages Ltd

the contents are based on original research.

(Faculty Guide) (Student)

Sciences & Technology

THIS IS TO CERTIFY THAT MR. MANOJ STEPHEN JAMES, STUDENT OF

MBA (2005-2007), KHANDELWAL COLLEGE OF MANAGEMENT SCIENCES

& TECHNOLOGY, BAREILLY HAS GONE UNDER SUMMER TRAINING AT

BRINDAVAN BEVERAGES LTD BAREILLY FOR A PERIOD OF EIGHT WEEK

COMMENCING FROM 01ST JUNE TO 30TH JULY 2006.THIS PROJECT

REPORT EMBODIES THE FACTS AND FIGURES COLLECTED AND

INTERPRETED BY HIM DURING THE COURSE OF TRAINING.

indirectly involved in the successful completion of this project work. I wish to

accord my sincere gratitude to Brindavan Beverages Ltd., Bareilly for accepting

me as Summer Trainee in their esteemed organization. I expressed my sincere

guidance & active association & constructive suggestions, which immensely

helped in the preparation of this project at all stages.

given me ample guidance in preparation of this project.

I am grateful to Brindavan Beverages Ltd., Authorities for throwing their gates

course of my involvement in this project report.

Manoj Stephen James

in future. My training in COCA-COLA was an attempt in this regard. The project

work provided to me was a survey titled based on E.D.S.-Every Dealer Survey it

was to find out the Effect of Merchandising and Route Assessment on

Productivity/Sales, Availability of product, MKT. Condition, Demand & supply of

product, Distribution Channel, Cooler display, warm display, across various

Introduction, Methodology, Data analysis, Suggestions and Conclusions.

the topic (Merchandising and Route Productivity). It enhanced my knowledge in

way of selling and distribution network of Coca Cola was different.

Chapter Subject Page No.

V Marketing Strategy of Coke

VII Findings and Analysis

VIII Field Experience

IX Suggestion & Recommendation

Chairman of the Board and Chief

The Coca-Cola Company

11th chairman of the Board in the history of the Company.

Australia office. He held positions of increasing responsibilities throughout

and president of Coca-Cola (Japan) Co., Ltd. He moved to the Company’s

in 1991 to assume the responsibility of president of the Pacific Group and

in 1999 his responsibilities were expanded to include the Company's Africa

Cola Company in December 1999.

America, Catalyst, the CERGE-EI Foundation(Center for Economic Research

and Graduate Education - Economics Institute) in the Czech Republic, the

Lauder Institute for Management and International Studies at the University of

Pennsylvania, the Prince of Wales International Business Leaders Forum,

the Grocery Manufacturers of America, the British - American Chamber of

McGraw-Hill Companies. Mr. Daft is a trustee of Emory University, the American

member of The Trilateral Commission, The Business Council, and The

Business Round table.

Although Coca-Cola® was first created in the United States, it quickly

The Coca-Cola Company works with a wide variety of organizations to

about positions, programs and activities.

formed in 2003 by concerned organizations and national leaders to educate