Documente Academic
Documente Profesional
Documente Cultură
SUMMER TRAINING
PROJECT REPORT
ON
MARKET SHARE & DISTRIBUTION
CHANNEL OF COCA COLA
SUBMITTED BY
ASIF
ROLL.NO : 0903270025
CONTENTS
ACKNOWLEDGEMENT
INTRODUCTION
DECLARATIONS
DISTRIBUTION CHANNEL
RESEARCH METHODOLOGY
FINDINGS
SWOT ANALYSIS
RECOMMENDATION
BIBLIOGRAPHY
ANNEXURE - QUESTIONNAIRE
ACKNOWLEDGEMENT
ASIF
MBA-III SEM.
PREFACE
I did market research on the topic of market share of coca cola and
consumer behavior and channels of distribution. The reason for
selecting this topic by the company because company wants to
know his market share of coke after decreasing the selling price of
all flavors in coke in the compare of Pepsi and company start a
new flavor in 200 ml. So that company wants to know that how
much demand having this new launched flavor. This new launched
flavor very much preferred by consumer because its cost is only 5
rupees. So that most of person con spend enough less money and
can take enjoy of coke’s all flavor in 200ml.
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.
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.
Douglas N. Daft
Chairman, Board of Directors, and Chief Executive Officer
The Coca-Cola Company
Herbert A. Allen
President and Chief Executive Officer
Allen & Company Incorporated
(a privately held investment banking firm)
Ronald W. Allen
Consultant to, Advisory Director, and former Chairman of the Board,
President, and
Chief Executive Officer, Delta Air Lines, Inc.
Cathleen P. Black
President
Hearst Magazines
Warren E. Buffett
Chairman of the Board and
Chief Executive Officer
The diversified holding company
Berkshire Hathaway Inc.
Barry Diller
Chairman of the Board and
Chief Executive Officer
USA Interactive
Susan B. King
President, The Leadership Initiative
(nonprofit consultants for leadership education) Duke University
Maria Elena Lagomasino
Chairman and CEO
J.P. Morgan Private Bank
Donald F. McHenry
Distinguished Professor in the Practice of Diplomacy and International
Affairs at the School of Foreign Service
Georgetown University
Robert L. Nardelli
Chairman of the Board, President, and
Chief Executive Officer
The Home Depot, Inc.
Sam Nunn
Senior Partner in the law firm of King & Spalding
Co-chairman and Chief Executive Officer,
Nuclear Threat Initiative (NTI)
J. Pedro Reinhard
Executive Vice President and
Chief Financial Officer
The Dow Chemical Company
Peter V. Ueberroth
Chairman, Contrarian Group, Inc.
and Co-Chairman, Pebble Beach Company
AROUND THE WORLD
OUR PARTNERS
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.
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.
Kidnetic.com
Kidnetic.com is a fun, interactive Web site that 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 Educationsociation 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.
VARIOUS BRANDS OF COCA-COLA COMPANY
A
A&W * Ades Alive Almdudler
Ambasa American Andifrut Andina Nectar
Aqua Aquactive Aquana Aquarius
Aqvaris Arwa Aybal
B
Bacardi Mixers Barq's Beat Belte
Beverly Bibo Bimbo Bimbo Break
Bistrone Bjare BlackFire Bom Bit Maesil
Bonaqua/Qa BPM Bright And Early Burn
Buzz
C
caffeine free Coca- caffeine free Coke
Cal King Calypso
Cola light/diet Coke
Canada Dry * Canning's Cappy Caprice
Carvers Chafresco Chaho Charrua
Cheers Cherry Coke Chinotto Chinotto Light
Chippewa Chivalry Ciel Citra
Coke II Coca-Cola Cocoteen Cresta *
Cristal Crush * Crystal Cumberland Gap
D
Dannon * Dasani Water Delaware Punch DESCA
Diet Andina
diet A&W * diet Almdudler Nectar/Andina diet Barq's
Nectarlt
dietCoke/Coca-
diet Canada Dry * diet Charrua diet Cherry Coke
Cola light
Diet Coke/Coca-
diet Crush * diet Dr Pepper * diet Fanta
Cola light with lemon
diet Inca Kola diet Kia Ora * diet Krest diet Lift
diet Minute Maid Soft
diet Lilt diet Mello Yello diet Mr Pibb
Drink
diet
diet Nestea Cool Nestea/Nestea diet Oasis * diet Schweppes *
Light
diet Sprite/Sprite
diet Squirt * diet Tai diet Vanilla Coke
Light
Disney Hundred Disney Extreme
Dorna Dr Pepper *
Acre Wood Coolers
Drim
E
Eight O’clock Eight O’clock Litro
Eight O’clock Emblem
Fountain Pack
Eva Evian *
F
Fanta Finley Fioravanti Five Alive
Fontana Fraser & Neave Freezits Fresca
Frescolita Freskyta Frestea Frisco
Frugos Fruit Labo Fruit Tree Fruitia
Fruitopia Fruitopia Tea Fruktime Frutina
Frutonic Funchum
G
Georgia Georgia Club Georgia Gold Gini *
Gira Gold Spot Grand Blue Grapette
Guarana Jesus
H
H2OK Hanul Yeon Cha Hawai Hi Spot *
Hi-C Hit Horizon Huang
I
Ice Cold Mix Ice Dew Ice Mountain Inca Kola
Itu Izvorul Alb
J
Jaz Cola Jet Tonic Jinmeile Jolly Juice
Joy Jurassic Well
K
Kapo Axion Kapo Kapo Super Power Kia Ora *
Kilimanjaro Kin Kin Light Kinley
KMX Kochakaden Koumi Soukai Krest
Kuat Kuat Light Kuli
L back to top
Leafs Lift Lilt Limca
Limonade Linnuse Love Body
M back to top
Maaza Mad River Magnolia Magnolia Funchum
Magnolia Zip Manzana Mia Marocha Master Chill
Master Pour Mazoe Meijin Mello
Mello Yello Mer Mezzo Miami
Mickey Mouse Migoro-Nomigoro Milo Minaqua
Minute Maid Juice Minute Maid Soft
Minute Maid Mireille
To Go Drink
Mr Pibb
N
Nagomi Nalu Namthip Water Natua
Nectarin Nescafe Nestea Nestea Cool
Nihon Alps Mori No
Nestle Nevada New Vegitabeta
Mizudayori
Nordic Mist Northern Neck Nusta
O
Oasis * Odwalla OK Old Colony *
P
Paani Parle Pepe Rico Pilskalna
Planet Java Play Pocket Dr Poiana Negri
Ponkana Litro
Poms Ponkana Pop
Pack
Portello POWERade POWERade Light Private Label
Pulp Pump
Q
Qoo Quatro
R
Ramblin' Root
Real Gold Red Flash Red Lion
Beer
Refresh Tea Rimzim Rio Ripe N Ready
Risco Riwa Roses * Royal Tru
S
Samantha Samurai Santiba Santolin
Sarsi Saryusaisai Schweppes * Seagrams *
Seasons Seiryusabo Seltz Sensation
Sensun Senzao Shock Simba
Simply Apple Simply Orange Slap Smart
Sokenbicha Solo * Sonfil Soonsoo
Sparletta Iron
Sparkle Sparletta Splash
Brew
Sport * Sports Plus Sprite Spur *
Squirt * Stoney Ginger Beer Sun Valley Sunfill
Sunkist * Supa Superkools Surge
T
Tab Tab Clear Tab X-Tra Tahitian Treat *
Tai Tasters Choice Tavern Tea World Collection
Thums Up Tian Yu Di Tiky * Top
Toppur Tropical Tuborg Turkuaz
Tutti *
U
Urge
V
Vanilla Coke Vegitabeta VICA Vita
Vital Vital O Vitingo
W
Wannabe Water Salad Wink * Winnie the Pooh
Y
Yangguang Youki Yumi
Z
Zip
* In Select Markets
HISTORY OF COLA
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
neighbours 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.
After crowing the bottle, the bottle comes again at checking screen
for checking the bottle.
Last years, the market share of Coca Cola was not specific. In this
year company’s top management adopted new policy and
decreased the rate of all brands of coke. By this decision top
management determined the rate of 300 ml / 7Rs. And they made
a new brand of 200 ml determine the rate of this brand 5Rs. 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.
into soft water which mix with converted and also treated for
drinking.
3. Mixer – In this machine prepare mixture of flavor and sugar.
5. Filler- In this machine fields the empty bottle soft drinks. This
machine have three nasals one for co2 one for tretted soft water
and one for flavor. This three nasals together which we drink in
market.
What is cola?
Originally it was the caffeine extract of cola not grown in Brazil and
syria, a commodity new banned for imports. So India manufactures
have to resort to synthetic substitute for it. Thumsup contains coffin
extract was not been used parliament recorded that three are no
means determining whether a cola contains coffin and from what
source the manufacturing are there fore with in their rights to call
their drinks cola although its accept once as such depends on its
consumer.
Clear lemon
sprite is a clear lemon beverage. It is a basically lemon based
drinks contents no fruit juice contents added flavour. In the place of
sprite pepsi produce 7up and dew.
Coke = Sprite Pepsi = 7UP, Dew
Cloudy lemon
Limca comes under the cloudy lemon. It is a basically lemon based
drinks contents no fruit juice contents add flavour. Limca is having
very much brand Loyalty in all other Cold Drinks.
Coke = Limca Pepsi = Lemon Mirinda
Mango Flavour
Maaza comes under the Mango Flavour. It is a basically mango
based drinks make with mango pulp and sugar. Under coke three
types of Maaza Produce.
Coke – mango maaza Pepsi = Mango slick
Orange maaza
Pineapple maaza
Orange Flavour
Fanta comes under the orange flavour. It is a basically orange
Fanta based pure culd drink. It has three varity.
Soda – It
It is basically co2 water base drink.
Kinely water -
It is pure kinely water.
FLAVOUR CHART
C
Glass Bottle T
L
F
PET – Plastic bottle (NRB)
NRB Non Retable bottle
RGB = Returnable glass bottle
C= Coke
T = Thumsup
Li = Limca
F = Fenta
So = Soda
PRACTICAL WORK
Coke Pepsi
Cola Cola
(Pepsi)
Coca Cola Thumsup
Orange
(Fanta) Orange
(Mirinda)
Fanta Orange Fanta Green Apple
Fruit Fruit
(Maaza) (Slice)
Company
Manufacturing goods
Distributors
Dealer Company
Vehicle
Retailer Retailer
Consumer Consumer
DISTRIBUTION CHANNEL
Distribution means supply of goods from company to its ultimate
user. After manufacturing the product the important work for the is
to provide its goods to its ultimate user at the right time and when
manufacturing process has been over. Than marketing work will
be start by the marketing Department adopt the policy for providing
goods to the consumer at the right time and place. Distribution
means the way be which the product reach to the hand of
consumer these all process comes under the Distribution of
Network. Good distribution network is essential for more sailing
and customer satisfaction. If customer or retailer is not satisfy of
your distribution net work. It reflect that company’s Distribution is
not good and some thing is wrong any when.
The beginning of 1980’s saw the birth of another cola drink, Thums
up, Parle the Gold spot people, launched it in 1978-79, as
“Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill,
and by the late eighties there was Double Cola, which entered in
India market, as a NRO-run out fit with its plant in Nasik
{ Maharastra }, in 1978 Parle, Indian soft drink’s market (share
33%) with its gold spot and Limca brands. Later Thums Up also
started Thums Up. At the same time the threat to the Indian soft
drinks was that of fruit drinks. In 1988, fruit drinks market was
valued at Rs. 40 crores and grew at the rate 20%.
Coca-Cola entered Indian by buying up to 69% of the 1,800 crore
soft drink market { i.e. 5 Parle Export brands of Thums Up’s Limca
Gold spot, Citra & Maaza }.Today the scene has changed making
it a direct battle between two giant Coca-Cola and Pepsi. The
picture will become clearer by looking at the India market shares in
the beverage industry.
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.
The two warriors are face to face once again here in india with
focusing upon the joint ventures with the existing bottlers { fobo }
destiny i.e. To fetch the bigger portion of aerated soft drink market.
woo the indian consumer who has to work for 1.5 hours to buy a
minutes, a major hurdle to cross over for both the athletes for
with its 53 bottling sites through out the country giving it an edge
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.
idea of competition has not come from pepsi, but from the other
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.
brand, the role models for its targeted consumer the teenagers.
They have increased the fizz in the market place by introducing the
and steady wins the race’s side by retailing to every more of its
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.
These cool merchants have put everything on fire. It coke got the
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,
within customer’s reach. And it saves its focus has begun to pay it
of its volume and 80 % of its profit come from outside the united
brand across the world, coca-cola had been quietly fine turning its
national markets. Only the brand coca-cola, sprite and fanta were
had been selling pineapple and banana limca, maaza and thums
up in 1993.
A 100 YEARS OF THE CURVY GLASS BOTTLE
OF COCA COLA
Candler had purchase what would become the cola company for
signed the contract with white head and thomas any way, “and the
chattanooga.
Lovell said thomas had seen cuban fields hand drinking pina fria
a pineapple beverages, from bottles while he was
Stationed in cuba during spanish american war. When he returned
popular”, lovell said, “mr. Candler did not see any future in it
because the containers were not sound, but that’s how it all came
about. “thomas and whitehead promised to pay one dollar for the
hands.
COKE’S BOTTLING STRATEGIES
The 3A’s :-
The strategy for reaching in creasing numbers of consumers in
India is based on the belief that consumers will buy our products it
they are Available, Affordable and Acceptable.
Affordability
The ways to address affordability include pricing decisions, as well
as resource management. To make its product available at a price
affordable to the consumer. Continually processes more efficient
and therefore more cost-effective.
Acceptability
Making coca-cola brand products the beverage choice for any
occasion’s depends on a variety of strategies to reach the target
audience. The common strategies adopted to effect acceptability
were though sponsorships, promotion youth market activities,
community programs, and other activates.
DISTRIBUTION IN THE COCA-COLA SYSTEM
Merchandizing
One the products are delivered to the customer’s they are
promoted at the point-of-purchase to maximize the company’s
sales opportunities, merchandizing involves looking at the
presentation of the products through the eyes of the consumers. It
is an on-going process that help the company present its products
properly to the consumers in the market place for instance, is the
display attractive? Are the product neatly organized.
FIRST PROCESS
Water Treatment
RAW WATER (Water direct from Tube Well)
T.T. WATER (Treated tank water)
Raw Syrup Room
MIXING
Multi State Filtration
Ready Syrup Room RAW SYRUP
Ready Syrup
A
A
Ready Syrup
Aramix Plant
SOFT DRINK IS READY
SECOND PROCESS
BOTTLES ARE LOADED
ON THE CONVEYER BELT
(Bottle which can not
First Light be cleaned pick out
Inspection from the Row)
Water washing
Process
Prerinse Water Washing
Compartment with Soft Water
Prewash (2% Castic tem 60OC
with soft water)
65OC Soft
Water wash
Socker
70OC Soft Water
wash with
3.5% Castic
Hydro (Removing Causitc,
Compartment by 45 OC soft water
(Prefinal Wash)
Final Wash (Washing
soft water)
Clean Bottles
(Compressed
Filling)
Clean Bottles + Clean Bottles
Bottled Soft Drink
Clean Bottles
Printing Date and Price
Third Light Inspection
The Soft drink is FINAL
ready PRODUCT
TECHNIQUE INVOLVED IN DEFINING PROBLEMS
A N A L Y S IN G T H E P R O B L E M
After collecting the problem I analysis the problem such as how
many problems are general and how many are different from
others and how many problem is considerable and solvable.
T A K E S O L U T IO N
After analyzing the problem I sow that 90% problem was general
and I found 20% problem personal and I was found 10% problem
as Genuine which is considerable and soluble. General solution
solve the journal problem remaining 10% problems solution we
found and then after we implement the solution.
A P P L IC A T IO N O F S O L U T IO N
After founding the solution we apply the solution and satisfy the
customer & consumer.
GUIDELINES FOR CONSTRUCTING
QUESTIONNAIRE / SCHEDULE
and procedures for collecting and analyzing needed information. The research
Primary Sources Primary data has been collected directly from sample
questionnaire.
Secondary Sources Secondary data has been collected through from standard
3. Data Analysis:
The data collected through survey was analyzed with help of simple
percecentages. Tabular and graphic methods, which included pie charts and
1) Product availability
2) 100% rich
3) Good relation
4) Warm display
5) Cold display
6) Proper singer
7) Rich at one time
8) Fulfil your commitment
1) Product availability
It means all the flavour of coca cola should be available at one
time. By which customer can able to give any flavour to the
consumer and can give the satisfaction.
OBJECTIVE OF RESEARCH
The main aim of research is to final out the truth which is hidden
and which has not been discounted as yet. The purpose of
research is to discover answers to questions through the
application of scientific procedures of collecting the data.
METHOD ADOPTING IN THE RESEARCH
After collecting the data I considered that what is the problem for
the company and when company wants to know his weakness.
A N A L Y S IN G T H E P R O B L E M
After analysing the problem I sow that 90% problem was general
and I found 20% problem personal and I was found 10% problem
as Genuine which is considerable and soluble. General solution
solve the journal problem remaining 10% problems solution we
found and then after we implement the solution.
A P P L IC A T IO N O F S O L U T IO N
After founding the solution we apply the solution and satisfy the
Last years situation was not that. Last years market share of coca
cola and pepsi was app. Same in the market but in this year
company adopted new strategy and provided good service and
provide more and more customer satisfaction company top
management have taken a good decision in this year. Decision
was that all the flavor’s rate should be decreased by which lower
level people can be taken the enjoy of coke and the company
provided a new flavor of 200 ml in the birth rupees of 5 . This
brand have got good position in middle level and lower level family
so by the virtue of good strategy company have got good market
share app. 67% right now coke position is much more strong.
Comparison to pepsi.
FINDINGS
COMPETITIVE MARKET SHARE
Cola
Pepsi = 45%
Coke = 35%
Thumsup = 20%
20%
45%
35%
Orange
Fanta = 75%
Mirinda = 25%
25%
75%
Fanta Mirinda
Cloudy Lemon
Limca = 80%
Lemon Mirinda = 20%
20%
80%
Clear Lemon
Sprit = 75%
7UP = 25%
25%
75%
Sprit 7UP
Mango
Maaza = 80%
Slice = 20%
20%
80%
Maaza Slice
Soda
Kinley = 50%
Lehar Evervess = 50%
50% 50%
40%
6
60%
Coke Pepsi
PET
Coke = 60%
Pepsi = 40%
40%
6
60%
Coke Pepsi
Kinley Water
Kinley = 80%
Aquafina = 20%
20%
80%
Kinley Aquafina
Total Product
Coke = 63%
Pepsi = 37%
37%
6
63%
Coke Pepsi
SWOT Analysis
SWOT ANALYSIS
STRENGTH
• Company product having a good brand name and trade mark.
So that there is no such problem for convenes the user.
• Coca cola capturing near about 69% market in cold drinks line
remaining 31% captured by its main competitor Pepsi. The
reason behind that good supply and its all flavor like Thumsup,
Limca, Fanta, Maaza and Sprite also asked by the user in
Sahibabad Area.
• Coca Cola good Brand Image not only in India rather all over
the world. That’s why there is no need of Advertisement.
W EAKNESS
• The main weakness of the company is that company is not in
position of provide all flavor’s to the customer daily or at a one
time.
• Customer is not happy from company marketing policy. He
wants company will start special discount program or increase
maximum retail price.
O P P O R T U N IT Y
• Company can increase his product selling by increasing plant
capacity and manufacturing capacity.
THREAT
• Company should do something for customer interest. Providing
beneficial scheme and good relation to customer other wise it’s
other competitor will develop and they will capture its market.
• Test of all flavor like, Coke, Thumsup, Limca, Fanta, Maaza and
Sprite should also good.
• In Cold Drinks line brand loyalty found only 20%. So that which
will be visible that will salable.
The serving tray the art work of popular
magazine illustrator hamilton king in 1913.
This tray valued at over $1000.
Internet site
• www.cocacola.com
• www.pepsico.com
Record of N.M. Softdrinks, Sat Nirnkari Colony, Delhi
Record of luminous marketing.
News items of English dailies, published from New Delhi.
• The Times of India
• The Telegraph
• The Economic Times
Advertisement on coke products.
Advertisement on Pepsi product.
Consulted Libraries
• American Library
• British Library
Consulted Books
• Research for marketing Decision by P. Green, D.S.
Tull, G. Albaum
• Marketing Management -Phillip Kotler.
QUESTIONNAIRE
Reason ………………………………………………………………
7. Source of procurement
Dealer / Whole Seller / Company vehicle
Reason ………………………………………………………………
8. If you want to purchase Coca Cola Brands from
Company vehicle, your demand.
…………………………………………………………………………