Summer Training Project Report On MARKETING STRATEGIES AND DISTRRIBUTION CHANNEL

at Coca Cola Beverage Pvt Ltd.

Submitted In partial Fulfillment Of The Requirement Of Masters of Business Administration (MBA)

Submitted to: Prof.: Mr. Sandeep Sharma MIMT,Gr.Noida

Submitted by:Md . Rizwan Firdous Roll No.1215270040 MBA : 3rd Sem.

Mangalmay Institute Of Management & Technology Greater Noida (U.P.)

ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge giving my sincere, gratitude to all persons who have helped me in the preparation of this dissertation. First of all, I thank GOD ALIMIGHTY for the blessings showered on me throughout this project work, which has helped me in the successful completion of the training. I express our thanks to Coca cola Hindustan Beverages Ltd. for granting me the permission to work with the esteem organization. I am also thankful to Mr. Ashutosh Sharma (Sales Co-Ordinator) and then to Mr. Chitesh Tiwari (Marketing Execution Manager) and then to Devendra Kumar (SE) and then to Pankaj Chaudhary (Logistic Co-ordinator) of Coca cola Hindustan Beverage Ltd. They guided and helped us in all possible ways they could, at every stage of the report. I would also like to thank all the Executives, distributors & staff of Coca cola who provided us all the relevant information and their kind support, on the basis of which this report has been prepared.

DECLARATION
I hereby declare that I have carried out Summer Training Project on the topic entitled

Comprehensive Study of Coca Cola at Patna, Bihar. I further declare that this project work is based on my original work and no part of this project has been published or submitted to anybody.

Md. RizwanFirdous MBA (3rd Sem)

PREFACE
In summer the consumption of soft drinks is more due to hot weather in this time chilled weather is needed everywhere and every body irrespective of age difference. In the market peoples not only need water, but they want same taste too. Here comes the need of soft drinks: it has become an essential part of market as people like it in addition to the bottles, now days packages of soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and dispensers are introduced to enhance the impact in sales. As an integral part as curriculum all MBA. a participant are required to undergo practical summer training in any industry for 6 to 8 weeks period. The main objective of this training is to supplement theoretical knowledge with exposure to practical operator of an organization or industry. Candidate tale much help from this training when he get the job after completed the curriculum in this training candidate get the better opportunity to in meet the Retailer conjurer, whale sellers dealer by which candidates gain more and more information about the market. By this practical Experience candidate confident level is improved. Consequently we can say this training provide better understanding of all functional areas of management skills.

CONTENTS
TOPIC PAGE NO.

CHAPTER 1 INTRODUCTION OBJECTIVE

10

13

OBJECTIVE OF THE STUDY

18

RESEARCH OF METHODOLGY

23

LIMITATION OF THE STUDY

25

CHAPTER 2 COMPANY PROFILE CHAPTER 3 DATA PRESENTATION & ANALYSIS CHAPTER 3 RESEARCH METHODOLOGY CHAPTER 4 FINDINGS CHAPTER 5CONCULSIONS & RECOMMENDATIONS

27

55

60

79

81

LIST OF FIGURES
Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Figure 9 Figure 10 Figure 11 Figure 12 Figure 13 Figure 14 Figure 15 Figure 16 Figure 17 Figure 18 Figure 19 Figure 20 Figure 21 Figure 22 Figure 23 Figure 24 Figure 25 Figure 26 Figure 27 Figure 28 Page no. 15 21 39 39 40 41 41 42 43 43 43 44 44 44 45 46 67 68 70 71 72 72 73 74 75 76 77 78

LIST OF TABLES
Page no. 16 16 45

Table 1 Table 2 Table 3

CHAPTER 1

INTRODUCTION
Modern age is full of competition. Today only way of success is your continuous efforts towards the growing market needs and in satisfying them. It is the marketer job to know what the market speaks i.e. the ever changing needs of the customer through market research & adopt them fruitfully. It is must for all the companies to make policies according to the customers and the govt. Today to succeed for any organization has to target its customer needs, to create a culture in the organization i.e. market conscious & responsive to customer needs. Soft drinks industry has become big business in India in recent years. The soft drink business under went major change with the entry of PEPSI and re-entry of COCA-COLA in India in the late 80s when Parley with brands like Thumps, Limca & Gold spot was a clear leader. Coca-Cola took up the product line of parley in 1993-94; today both brands are the Indians favorite soft drinks. ALCOHOLIC BEVERAGES An alcoholic beverage is a drink containing ethanol, commonly known as alcohol, although in chemistry the definition of an alcohol includes many other compounds. Ethanol (alcohol) is a psychoactive drug that has a depressant effect. Alcoholic beverages are divided into three general classes: Beers: The two main types of beer are ale and lager; each type has a distinct production processes. Mass-produced beer is typically aged for only a week or two after its fermentation and has an alcohol content of 4%6% AB V. Other kinds of beer may be fermented and aged for several months. Wines: Wine involves a longer (complete) fermentation process and a long aging process (months or years) that results in an alcohol content of 9%16% ABV. Sparkling wine can be made by adding a small amount of sugar before bottling, which causes a secondary fermentation to occur in the bottle.

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.

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.

COKES CORPORATE VISION

For more than a century, Coke has consistently delivered the simple promise of Coca-Cola. This has enabled Coke to sustain a long trac k record of growth. Amidst all the years of success, the most pivotal moments in Cokes history came when they had to change their business dramatically. They had to do this to meet new challenges of the evolving world. But each time, Cokes predecessors sustained growth momentum because of three consistent factors: The Company remained focus on the basic promise of Coca-Cola, which has not only endured, but also indeed carried Coke. Coca-Cola has been Cokes consistent theme throughout the 115-year history.

Working with strong ideals, always striving to behave in ways consistent with the brand itself. Cokes leaders had the vision, foresight and the courage to innovate and adapt the mechanics of business to be enabled to thrive within the business conditions of each particular day.

COKES OUSTER FROM INDIA

The company left India in 1977 after the newly elected Janaty Party Government came to power at the Centre for the first time. They asked the company to divest 60 % of its business and divulge its secret Coca-Cola formula. Coke preferred to quit rather than dilute its equity to 40 per cent in compliance with the provisions of FERA.

THE RE-LAUNCH OF COCA COLA IN INDIA

Coca Cola came back to India after 16 years when it was launched on October 24, 1993, at Agra. The Godrej group, Great Eastern Shipping and the Britannia Industries Ltd, led by RajanPillai, initially wooed Coca-Cola. In March 1991, it signed an MOU with BIL and the Chandrasekhar government accepted this proposal. But relationship between the two companies turned sour over the export- oriented clause and finally on June 23, 1993, CocaCola got the permission to enter the country with a 100 per cent unit in India. On September 22, 1993, the company bought out the Parle brands.

HISTORY OF PEPSICO
Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina. The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it "Brad's Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater

opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states. Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstones of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." The previous year, Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense."

Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on the fluctuations of sugar prices during WORLD WAR I, believing that sugar prices would continue to rise but they fell instead leaving Caleb Bradham with an overpriced sugar

inventory. Pepsi Cola went bankrupt in 1923.In 1931, the Loft Candy Company Loft president, Charles G. Guth who reformulated the popular soft drink, bought Pepsi Cola. In 1940, history was made when the first advertising jingle was broadcast nationally. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of Pepsi and the quantity for that price. "Nickel Nickel" became a hit record and was recorded into fifty-five languages. In 1965 Pepsi-cola company and Frito-Lay, Inc. merged which result in the formation of today know PepsiCo, Inc.

2.3 MARKET SHARE IN INDIA

These two soft drink companies (Coca cola & Pepsi) acquire the major share of the soft drink Industry and always remain in the war to get the majority of market share with each other. These companies always be pioneer in using various innovative technology and method to become the market leader. These companies present the world new innovative ways of doing the marketing and how take advantage of various opportunities and how to use your strength in a better way. In India currently colas (carbonated soft drinks) products comprises 61% and non-cola segment constitutes 36% of the total soft drink market whereas 2% is covered under other various drinks like apple juice, cold coffee, cold tea etc.

2.4 OPPORTUNITY IN INDIAN MARKET

As in India, around 120 billion litres of beverage is consumed every year, of which only 5 percent are in packaged segment and also if we compare per head consumption of soft drink in India to America it is 6 is to 700. So looking at these aspects we can say that there is lot of scope for these two soft drink giant in India to expand their market as the stakes are huge in Indian market.

FIGURE 1

OBJECTIVE
The objective of my training is survey in SABZIBAGH and DANAPUR (A&B Routes) in order to find out Market Share Of Coca Cola And Channel Of Distribution it means we have to find that what is the market share of coca cola in the market and what is the market share of his competitor Pepsi and we have to find that customer take coca cola brand from company vehicle or from dealer.

OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due consideration to adhere to the advertising, sales promotion and various sales influencing factors of the soft drink market.

In the fast changing competitive as well as economic scenario all around the world and the domestic front, the main objective of the study are:-

To study the promotional policies of the beverage companies onto various highways. Study the comparative adds promotion by Coke in respect to Pepsi. Analysis regarding displays set up on the highways by the companies in order to induce the sales. Study for designing the budget requirement of the company for the coming year mainly focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not representing up to mark performance.

RESEARCH METHODOLOGY

TECHNIQUES FOR SALES PROMOTION

1) Product availability 2) 100% rich 3) Good relation 4) Warm display 5) Cold display 6) Proper singer 7) Rich at one time 8) Fulfill your commitment

1) Product availability It means all the flavors of coca cola should be available at one time. By which customer can able to give any flavors to the consumer and can give the satisfaction.

2) 100% rich - it means. Company top management always should always worry about the quality of all the brands. If any organization wants to service in the market and wants to better image then quality play a very integral role so for sales promotion quality should by 100% good. 3) Good relation companys executive, sales man should make good relation from dealer, whole seller and retailer. There is only 20% brand loyal person. Remaining 80% impulse selling is going on. It means in India in cold drinks line which ever brand consumer see first of all that brand will demanded by user. The selling is high that particular brand. So i want to say that if. The executive relations will goods from dealer, whole seller retailer. Then he will arrange coke brands on front of shop by which coke selling will improve. 4) Worm display

5) Cold display 6) Proper shin age - proper shin age also play a key roll in more selling.

7) Fulfill our commitment if executive promise to the customer of any type. Then executive shovel fulfill his promise, such as. Executive say that to the retailer if you will sell 1000 carrot in this month then i will give you a coke fridge. If retailer has sold out 1000 carrot in the a month then executive should fulfill is commitment. By this manner selling will also improve.

METHOD ADOPTING IN THE RESEARCH

PRIMARY METHOD

Adopted the personnel personal interview method in this method we made a questioner with this questioner we used to go in the market and see the customer one by one.

First of all we used to give the introduction with smile enthusiastic and with proper eye contact and demand to give 2 or 3 minute to fulfill his questioner and then after we started to put the questioner at the retailer and completed the questioner. (i) (ii) Questionnaire Method Personal Interview

SECONDARY METHOD

This method is most appropriate method for collecting the data. By this method researcher get the actual report

DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 minutes. These questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people. The respondents were contacted at shopping malls, markets, places that were near to showrooms of the consumer durable products etc. The data was collected by interacting with 200 respondents who filled the questionnaires and gave me the required necessary information. The respondents consisted of housewives, students, businessmen, professionals etc. the required information was collected by directly interacting with these respondents.

THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users, such as adolescents, women, rural residents, or the residents of a particular geographic area. Topic areas: Governance, Accountability and Evaluation, Operations Management and Leadership. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The group of people you are trying to reach with a particular strategy or activity. The target population is the population I want to make conclude an ideal situation; the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended. I have selected the sample trough Simple random Sampling

SAMPLE SIZE:
This involves figuring out how many samples one need. The numbers of samples you need are affected by the following factors: Project goals How you plan to analyze your data How variable your data are or are likely to be How precisely you want to measure change or trend The number of years over which you want to detect a trend How many times a year you will sample each point How much money and manpower you have

SAMPLE SIZE
I have targeted 60people in the age group above 15 years for the purpose of the research. The target population influences the sample size. The target population represents the BIHAR regions. The people were from different professional backgrounds.

The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section.

TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem 2) Collect the Problem 3) Analyzing the Problem 4) Take Solution 5) Application the Problem 6) Solving the Problem

MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The company have good market share app. 67% and remain 33% market share covered by his close competitor Pepsi in this Area.

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 flavors 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.

Cola

Cola (Pepsi)

Coca Cola Thumsup Orange (Fanta) Orange (Mirinda) Fanta Orange Fanta Green Apple

Fanta Water Malon Clear lemon (Sprite) Clear Lemon (7UP)

Cloudy lemon (Limca) Fruit (Maaza)

Cloudy Lemon (Lemon Mirinda) Fruit (Slice)

MAAZA ORANGE Pulpy orange Pineapple Soda Soda (Kinley) (Lehar Evervess)

Kinley Water (kinley)

Kinley Water (aqafina)

FIGURE 17

CHANNEL OF DISTRIBUTION
OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA

Company Manufacturing goods

Depote

Distributor

Company Vehicle

Retailer

Retailer

Consumer

Consumer

FIGURE 2

LIMITATIONS

The HIGHWAY

SURVEY being conducted as the project work under Hindustan Coca-Cola

Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

1.

The survey report that was conducted had a pre-defined boundation of interviewing the retail outlet owners. Its based on simple observational analysis which may lead to deflection at the time of conclusion arrival.

2.

The survey sheet being designed had a limited scope of primary data coverage only. It did not take into consideration the other availability of supply and Co ground on which it decided upon the provision of distribution of the promotional accessories.

During the entire survey the retailers willingness for acquiring the accessories in accordance with the schemes followed with them could not be noticed. This could be one of the reasons of the non-appropriate promotional efforts in making an awareness among the customers

FIGURE 3

CHAPTER 2

Company Profile Coca-cola (US)

Coca cola is a world leader in beverages, with revenues of about $35 billion and over 180,000 employees. The company consists of the snack business of Frito-Lay North America and the beverage and food businesses of Coca cola Beverages and Foods, which includes Coca cola Beverages North America (Cola North America and Gatorade/Tropicana North America) and Quaker Foods North America. Coca-cola International includes the coffee businesses of Frito-Lay International and beverage businesses of Coca-cola Beverages International. Coca-cola brands are available in nearly 200 countries and territories. Many of Coca-cola brand names are over 100-years-old, but the corporation is relatively young. Coca-cola was founded in 1923 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.

Coca-cola Company Coca-cola (formulated in 1898), Diet coke(1964) and Mountain Dew
(Introduced by Tip Corporation in 1948). KO is the world leader in the food chain business. It consists of many companies amongst which the prominent one is Pepsi cola, frito lay, Pepsi food international, pizza hut, and KFC and taco bell. The group is presently into three most profitable businesses namely, beverages, snack foods and restaurants. It has scores of big brand available in nearly 150 countries across the globe. The beverages segment primarily market Pepsi diet, mountain dew and other brands worldwide and 7UP outside the U.S. market. They are positioned in close competition with Coca-Cola inc. of USA. A point to be noted is that coca cola get 80% of its profit from international operation while same figure of Pepsi co. stand at 6%, the segment is also in the bottling plants and distribution facilities. The restaurant segment primarily consists of the operations of the worldwide pizza hut, Taco Bell and KFC. Long time no.2 player in the cola wars, Pepsi co. is widening the play field, over the last years; the company has invested more than $2billion in its worldwide operations. When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with its long time archival claiming victory in the cola wars. Coke and Pepsi expanded their rivalry to tea in 1991 when Pepsi formed a venture with #1 Lipton in response to cokes announced venture with nestle (Nestea) it has won over 30% of the ready to drink tea market, a part of the so called new age beverages segment. The beverage industry has witness the phenomenal growth over the last few years necessitating capacity increase and builds up of commensurate infrastructure to meet the business growth, which is accordingly matched. PepsiCos success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people.

Mission of the Company:

Continuously excel to achieve and maintain leadership position in the chosen businesses; and delight all stakeholders by making economic value additions in all corporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In 1951 Bombay plant

opens, also operated by pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plant operated in 13 States. In 1978 Coca-Cola withdraws Indian operations. In 1992 KO resumes business operation in India in joint venture with JMRPCO. After that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad. Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pans India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes a separate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.

BUSINESS SEGMENTS

The KO Group is divided into three-business segments- Beverage, Food and Education. It has a leading market position in each of its three business segments. Our balanced portfolio produced a solid business performance. Products and services, which look to the future, ensure that we will be well placed in growth markets.

FIGURE 4

CHAPTER 3 SEGMENTATION OF MARKET

A market segment consists of a group of customers who share a similar set of needs and wants. Rather than creating the segment the marketers task is to identify them and decide which one to target. Leading soft drink companies Coca-Cola and Pepsi follow the similar segmentation strategy for target marketing.

3.1 MASS MARKETING

However in some of its popular product both the companies follow the mass marketing strategy. In this type of segmentation, companies target the whole market and not any particular segment of the population.

3.2 TARGETED MARKETING

Although the targeted group of the company is the whole population, they want to earn more revenue from a segment than their other revenue generator sources. For this, they recognize following bases for segmentation

3.2.1 GEOGRAPHICAL
3.2.1.1 REGION Both companies treat hot countries such as Asia, Middle East and African differently in comparison to cold countries. As in tropical countries, consumption of soft drinks is 70% in summer and 30% in winter season while in EUROPEAN countries its consumption is almost uniform. So soft drink companies prefer different marketing strategies in Asian and European countries. In countries like India and Pakistan, these companies invest huge resources in the season of summers, and their target area is domestic users, restaurants, school and college canteens and even rural chaupals. While in winter season their target is mainly party users and high-income group consumers.

3.2.1.2 RURAL VS. URBAN MARKET Coca-Cola Company is one of the first global majors to have spotted the potential spin offs from the countrys rural market. Population of Rural sector is more conscious more about the price whereas Population of Urban sector is more conscious about the quality and brand name of the product. so Coca cola and PepsiCo in Year 2002 bring the 200 ml bottle at Rs.5 specifically targeted at the rural sector so that soft drink can take place of the local drink like lemon, sugarcane juice and Tea etc. Both the companies Coca-Cola and PepsiCo have adopted different marketing strategy for rural and urban areas

3.2.2 DEMOGRAPHIC SEGMENTATION

3.2.2.1 AGE India is considered to be a young country i.e. average age of Indian population is less 38 years. Thus targeting young generation can be a beneficial marketing strategy for soft drink companies. In fact this is the case, all the major brands like Pepsi, coca cola, and thumps up, mainly target younger generation in India. In Europe, as average population is older than Asian countries, Coca cola targeted the older generation of the population. Similarly in USA, Pepsi targeted the generation X (younger generation) as they comprises majority of the population and they positioned Pepsi in the mind of youth that Pepsi is for the youth 3.2.2.2 GENDER Gender based segmentation is very important. As taste of male and female is different. Lets take the example of coca cola, thumps up is promoted as masculine soft drinks while coca cola and Fanta are having light taste and mainly targeted for loving birds, ladies, and children. Same example is available in Pepsi, mirinda orange flavor is popular among ladies, girls, and children.

F COOLERS
2 cacs 4 cacs. 7 cacs 9 cacs 11 cacs 20 cacs 30 cacs

RATE LIST-2013 Brand Basic Rate Amt.Vat charge @ 12.5 % 200 ML 149.33 18.67 300 ML 190.22 23.78 SD 300 129.78 16.22 ML SD 500 224.00 28.00 ML 600 ML 394.67 49.33 1.25 LTR 337.78 42.22 2 LTR 364.44 45.56 DT 330 444.44 55.56 ML 330 ML 444.44 55.56 KIN 144.00 18.00 500ML KIN 1 LIT 97.78 12.22
TABLE 1

Total 168.00 214.00 146.00 252.00 444.00 380.00 410.00 500.00 500.00 162.00 110.00

Brand MZ 200 ML MZ 250 ML MZ 600 ML MZ 1200 ML MMPO 400 ML MMPO 1.2 LTR

Basic Rate 278.85 205.77 530.77 480.77 509.62 600.96

Amt.Vat Charges @ 4 % 11.15 8.23 21.23 19.23 20.38 24.04

TABLE 2

FRUIT JUICE Total 290.00 214.00 552.00 500.00 530.00 625.00

Coca-Cola entry in India

Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plant operated in 13States. In 1978 Coca-Cola withdraws Indian operations. In 1992 KO resumes business operation in India in joint venture with JMRPCO. After that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pan India Company bottler, HCCBPL in 1997-1999. In July 2005 HCCBPL becomes a separate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time every person knows 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 companys 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 companys marketing share has been increased.

In present time coke is captured approximate 70% 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.

Coke has even sponsored the wills cricket world cup 96 at an estimated cost of 26 corers.

CORE BRANDS IN INDIA

CORE BRANDS :

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most

trademark around the globe. Not to mention the drink in the world.

recognized and admired best selling soft

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 U.S and the worlds 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 year for a soft drink created from available materials and flavors . 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 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 become the number one selling low calorie soft drink in the world.

BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange carbonate soft drink was introduction the early 1950c, and acquired by
the coca-cola company in 1993, its tangy taste has been popular with Indian teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitude. The LIMCA brand was introduced in 1971 and acquired by the coca-cola company in 1993. MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non carbonated mango soft drink with a rich, juice & 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.

BRAND IN INDIAN

FIGURES 5

ORGANIZATION STRUCTURE

Coca-Cola Hindustan Beverage Ltd.

MR. T. KRISHANA KUMAR

CEO

MS.SHUKLA WASSAN DIRECTOR

MR. B.K. SRIVASTAVA HEAD OF SALES

MR. RAJIV KUMAR SAXENA

GM (SALES AND MARKETING

MR. S.K . JAWAHAR

GM FINANCE

MR. LALIT SAXENA

MR. VYOM SRIVASTAVA

MR. DEVENDRA SRIVASTAVA

MARKET EXECUTION MANAGER

KEY A/C MANAGER

KEY A/C MANAGER

MR. P.V. RAMANA MURTHY

ASM

DISTRIBUTION

HR MANAGER

SALES EXECUTIVES

FIGURE 6

PRODUCTION PROCESS OF SOFT DRINK The production process is highly mechanical is and automatic the raw material required for soft drink are concrete sugar syrup and treated bottled the entire process take in the following steps. The first step in the production involves conversion of hard water in the soft water. The next step is the preparation of sugar syrup in the plant itself the content of the syrup various according to the brand prepared the syrup at most can be stored for 4 hours. Then the bottle is cleaned thoroughly before is done with steam water jets and caustic soda. Bottle are then moved on a conveyor belt in a line and are closely examined in case some impurity is left. It the impurity the concentrate coke is not a now product for the Indian it was there in India till 1977 but had to leave India on mass demonstration led against it, instigated by the local brands it was leaded by Mr. George Fernandes in Agrain UP so when the program of re-launching was made, it was again (where it was made o leave the country), on the 24th October 1993 in order to a strong hold in the Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club Soda etc. at a cost of $40 million by doing so they gripped the Indian market of soft drinks and captured 65% of the entire soft drinks much that the competition was tougher and commodities was of the same standard. So the going was tougher, but still it has managed to gain and keep in.

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 companys Distribution is not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company dont want to take any type of risk so they have made the distributor in different 2 areas. Distributor take the flavors from the company and deposit all the payment in advance by this process company get all the money at the right time. Distributors establish all the goods in bare house company are appointed 2 or 3 executive for marketing. Executives are getting the salary from company. But sales man helper, loader, appointed by the Distributor. Distributor is liable to give the salary to the sales man helper; loader and clerk the sales man do the work under the pressure of Executive.
From the bare house company launch the flavors in the market. The flavor reaches in the market to the retailer by two medium. 1) 2) By the company vehicle Dealer

Company vehicle and dealers both provided the flavors to the Retailer.

Retailer sales the flavor to the consumer. This is the good marketing strategy.

SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 900 million people, the Indian soft drinks market was only of 200 cases per year. This was very low even compared to Pakistan and Philippines. Population and potential market are two major reasons for major multinational companies of entering India. They feel that a huge population coupled with low consumption can only lead to an increase in the soft drink market. Another increase in the sale of soft drinks in the scorching heat and the climate of India, which is suitable for high sale of soft drinks. All these factors together have contributed to a 30% growth in the soft drinks industry. If the demand continues growing at the same rate, within two years the volume could touch 1 billion cases. All these factors are the reasons for the entry two giant of the soft drink industry of the world to enter the Indian market. These two giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share. Rest is shared by Cadburys Schweppes, Campa Cola and other soft drink brands. But was the scene same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa cola and Parle people (Thumps up and Limca). Soft drink consists of a flavor base, sweetener and carbonated water. In general terms non-alcoholic drinks are considered as soft drinks this name soft drink was given by Americans as against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft drink are concentrate and syrup producers, bottlers and
Retail channel. Concentrate producers manufacture basic soft drink flavors and retail channel refers to business location that tells or serves the products directly to consumers. Soft drink is not a product, which a person plans to buy before hand, but is an impulse purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale. It all begin in 1977, a change in government at the center led the exit of coca-cola which preferred to quit rather to dilute its equity to 40% in compliance with the Foreign Exchange Regulation Act (FERA). The first national cola drink to pop up was double seven. In the meantime, Pure Drinks, Delhi on cokes exit, switched over to Campa Cola.

The beginning of 1980s saw the birth of another cola drink, Thumps 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 drinks market (share 33%) with its gold spot and Limca brands. Later Thumps Up also started Thumps 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 corers and grew at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft drink market { i.e. 5 Parle Export brands of Thumps Ups 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.

One of the strongest weapons in Coke armory is the flexibility it has empowered its people with. In Coke every employee, may he be a manager or salesman, have an authority to take whatever steps he or she feels will make the consumers aware of the brand and increase its consumption. Thus Coke believes in establishing and nurturing creditability of the salesman and making commitment to grow business in accounts. All these factors together led to a high growth in the Indian market and constantly increasing market share.

COMPETITIVE ARENA
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. 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 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, its 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 races side by retailing to every more of its competitor. They have procured the shield of thumps up with a handsome market share in Indian soft drink market. Countering Pepsis international commercial that used two chimpanzees to cock a snoop at coke, thumps up come with the ad line, dont be Bandar, and taste the thunder. Also thumps 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 status of the official drink of wills. World cup, Pepsi blushed as nothing official about it. As thumps up projected as saaree jahan se achcha Pepsi was passionate enough with freedom to be and now the yeh dil mange more when thumps up came with thunder blast, the other offered Pepsi stuff card. If red is meant for coke, Pepsi has chosen to be blue.

COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends them a local flavor. For example, while festival mood plays a strong role in marketing, it is activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on the youth market in India.

As a first step toward catching the attention of the youth, coke signed on cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started talking about youth passions like cricket, films, festivals and food. Soon the advertisements started giving the message, Eat Cricket, Sleep Cricket, Drink only Coca-Cola And now it has started modifying film hits to frame catch lines that appeal to the youth. This particular strategy has worked well for coke. Coke is focused on distribution to ensure that its products are within customers reach. And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is selling as many bottles in the hinterland of Punjab as it does the four metros.

PRODUCT MIX
A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. If we take the example of soft drink industry, then these companies not only sell soft drinks in physical forms, but brands. A brand comprises of everythingfrom beverages to experiences. However in this chapter we shall try to understand and analyze the product line and product classification of Pepsi and coca cola.

4.1 PRODUCT PORTFOLIO

Both the cola majors have a variety of products available in their kitty. They have a wide range of product line. They keep coming on with new products to attract the customers and to have a major share of the market. So the product portfolio of these companies is as follows:

4.1.1 COCA COLA

The Coca-Cola Company has more than 2800 products in over 200 countries. From Inca Kola, a sparkling beverage found in North and South America, and Samurai, energy drink available in Asia; to Vita, an African juice drink, and BonAqua, water found on four continents, their product variety spans the globe

The various products of Coca-Cola available in India are: Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Diet Coke: Diet Coke was born in 1982. Diet Coke is the drink for people who want no calories, but plenty of taste. Known as Coca-Cola light in some countries, it's now the No. 3 soft drink in the world. Available in the following flavors: Black Cherry Cola Vanilla, Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry

Fanta:Fanta was introduced in the United States in 1960. Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand's fun, playful personality, which goes hand in hand with its bright color, bold fruit taste and tingly carbonation.

Kinley: Kinley is a carbonated water that comes in wide array of variants such as tonic, bitter lemon, club soda and a myriad of fruit flavors. Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, Bitter Lemon, Bitter Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon and Raspberry

Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and funloving attitude. It's a homegrown, national treasure in India, that is acquired by the CocaCola Company in 1993. Limca continues to build a loyal following among young adults

who love the lighthearted way it complements the best moments of their lives. This drink is available in lemon flavor.

Sprite: Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a strong appeal to young people. Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite also has an honest, straightforward attitude that sets it apart from other soft drinks. Sprite encourages you to be true to who you are and to obey your thirst.

Available in the following flavors: Bitter Lemon Citrus Grapefruit, Citrus, Lemon and Lemon Lime

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936

Its The Refreshing Thing To Do . Its The Real Thing .

1942

1943

Global High Sign.

1959

Be Really Refreshed.

1962

Thing Go Better With Coke. Its the Real Thing.

1969

1970

I`D Like To Buy The World A Coke .

1976

Coke Add Life .

1982

Coke Is It .

1986

Catch The Wave.

1989

You Cant Beat the Feeling.

1993

Always Coca-Cola

1998

Eat Music, Sleep Music, And Drink Only Coca-Cola.

1999

Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000

I Want Hritik And I Want Coke.

2002

Thanda Matlab Coca-Cola

2003

Jiyo Thanda Piyo Thanda .

2008

Aaaj Tu Jashan Manna Le

2013

Open Happiness

THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth opportunities it also has its own disadvantages. The economic slowdown in various overseas markets and the strong dollar had their impact on coca-cola revenues and bottom line in 1998. But the company optimistic about the future. M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says, This past year 1998 has been a challenging period for the Coca-Cola Company as economic environment became more uncertain in the later part of 1998, we strongly believe that our fundamental opportunities for long term growth have not changed. As long as maximization of share holder wealth remain Cokes focus for its future is assured Goizueta had stated and proven to the world that focus on shareholder wealth does more good to the company than focus on revenues and it is not that coke does not enjoy volumes for it is worlds No.1 soft drink manufacture. It is not content with this title and is aiming at higher volumes year after year. Surely coke will continue to grow. Point on Roberto had reduced the company basically to its trademark and the returns are so astronomical as to be off the boards. It just absolutely added a jet engine to their performance.

COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its volume and 80 % of its profit come from outside the United States of America. Although it was perceived as a standardized brand across the world, coca-cola had been quietly fine turning its international marketing strategies to suit the needs of individual national markets. Only the brand coca-cola, sprite and fanta were marketed globally. In Latin America and Europe, where a heavy consumer preference existed for lemon lime and orange sodas. Coke had developed a wide range of formulations and flavors to cater the needs of different countries. In ei salvador and venezuela, a version of fanta called fanta kolita a cream soda type of drink became extremely popular. Similarly, in indonesia coke had been selling pineapple and banana limca, maaza and thumps up in 1993.

A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga; Tenn. where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola company owner asia candler a dollar for the right to bottle soft drinks in 1899. Today 1 billion soft drinks are sold each day in more than 200 countries around the world.

Candler had purchase what would become the cola company for $2,300 eight years earlier from john pemberton, an atlanta phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he signed the contract with white head and thomas any way, and the rest is history, bob lovell, vice president of marketing for coca -cola bottling company. United inc., said in telephone interview from 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 to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage. it occurred to him that coca-cola in bottles would be very popular, Lovell said, Mr. Candler did not see any future in it because the containers were not sound, but thats how it all came about. Thomas and whitehead promised to pay one dollar for the right to bottle coca-cola, but legend has it that no money changed hands.

COKES BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent for ensuring the availability of the products. Bottlers are supplied with concentrate to which they add aerated water and bother ingredients before packing and sealing either cans or bottles. Bottlers play a strategic role in the success of soft drinks companies and this was not far from Goizuetas mind.

In 1986 the company merged some of its company owned bottling operations with two large ownership groups that had been put up for sale. All these bottling activities were combined to from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations. The Coca-Cola Company took 49 percent equity stake in Coca-Cola Enterprises enabling it to retain its own balance sheet.

PROMOTION : THE COCA-COLA WAY

Goal for the 90s

TO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE.

Consumer activity clusters:-

Grocery shopping Other shopping & services Eating and drinking Entertainment / Recreation / Leisure Travel / Transportation / Hospitality Educational At Work

The 3As:-

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.

Strategies for the 3As

Focus on the consumer and customer. To provide quality customer services, and caring about the quality of performance in respective jobs. Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumers. How does coke position its limited resources to help meet its good? Let us explore the specific ways in which the Coca-Cola system addresses each of the 3As:Availability Some of the ways in which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system and marketing.

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 occasions depends on a variety of strategies to reach the target audience. The common strategies adapted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates.

DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market One of the values of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-India operations Richard Nicholas, Our goal is to have coke available within an arms reached of desire. To fulfill this goal, coca-cola not only produces products, but also has an effective system to distribute them all over India. Distribution Distribution sales + delivery + merchandising + local account management. Distribution of Cokes products includes the activities of sales, delivery merchandizing and local accounts management. These are two major types of distribution systems:(i) Direct and Indirect In direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the coca-cola system has control of one or more of the distribution elements (sales, merchandizing and local accounts managements).

With direct distribution there are two types of sales:Advanced sales and conventional sales.
In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and Local Accounts Management) are performed by the same persons. In advanced sales, sales and delivery are performed by different people within the coca-cola system.

Difference between a customer and a consumer. a consumer is some one who drinks coca-cola products. A customer is a business location which sells or serves coca-cola products to consumers.

Merchandizing
One the products are delivered to the customers they are promoted at the point-of-purchase to maximize the companys 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.

Presenting the products

Coca-cola presents its products for sale in four different ways. They are as follows: Secondary display Coolers Vending machines Post mix / pre mix

Indias relationship with coca-cola

Just after independence, the maharaja of patiala oversaw his coca-cola hoarding from his huge, ornate palace, coca-cola export representative frank harrold, was awed by the maharajas opulent life style. In 1993 after coca-cola returned to India after a 16 year absence (George fernandes threw the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to indian officials), ceo of the coca-cola company, robes to boirueta salivated over a virtually untapped market of 840 million people.

MAAZA

YAARI-DOSTI TAAZA MAAZA.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM, MAAZAS TAGLINE, YAARI-DOSTI TAAZA MAAZA MEANS FRIENDSHIP MOMENTS WITH FRESH

FIGURE 7 MAAZA IN HINDI.

Maaza was introduced in India in 1984 as a non-carbonated mango fruit drink. It was acquired by The Coca-Cola Company in 1993 and is currently available in three flavors, mango, pineapple and orange, plus added calcium.

Maaza manufacturing unit is located in Najibabad which is delivering in all over Western and East U.P. through that Najibabad manufacturing unit become Maaza is a fifth largest selling brand of Coca-Cola. Maaza has mango fruit test its flavour introducing before Sliece Pepsi Copy its.

SPRITE

FIGURE 8 CLEAR, CRISP, REFRESHING Introduced in 1960, Sprite is the worlds leading lemon-lime flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite also has an honest, straightforward attitude about things that sets it apart from other soft drinks. Sprite encourages you to be true to who you are and to obey your thirst. According to survey for it has found out that Sprite is a lemon-lime flavored soft drink. I asked about Sprite brand then I found out that when not available Limca brand of Retail outlet then customer or consumer demand to Sprite brand through all over region survey gone on statement Sprite is fourth largest selling brand of Coca-Cola in Ghaziabad.

THUMS UP

FIGURE 9 STRONG COLA TASTE, EXCITING PERSONALITY

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

Its tag line says it all: Thumps Up, I Want My Thunder. Thumps Up is a number one largest selling brand of Coca-Cola in Ghaziabad region urban area only in Ghaziabad rural and semi-urban areas are second largest selling brand after PEPSI because they are aware Thumps Up brand that what has extra entity in Thumps Up.

DIET COKE/COCA-COLA LIGHT

FIGURE 10 Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, its now the No. 3 soft drink in the world. Its the drink for people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and sexy attitude. Visit our Audio/Video Center to witness how the diet Coke North American ad campaign celebrates the real and human attributes that make people alluring in the eyes of others.

COCA-COLA

FIGURE 11

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. In 1899, the company began franchised bottling operations in the United States. Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola Company has nearly 400 beverages in its portfolio. Today you can find Coca-Cola in each and every area of Ghaziabad region early because Coca-Cola is a largest number one brand among all soft drink brand so its known as that thunda matlab Coca-Cola that if I would like drink thunda only Coca-Cola.

FANTA

FIGURE 12

A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus and fruit flavors have their own solid fan base. Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brands fun, playful personality, which goes hand in hand with the bright color (particularly orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001 with the return of four flavors: orange, strawberry,pineapple and grape. Orange, the biggest seller, is now available in most of the country

DIET COKE

FIGURE 13 The extension of coca-cola name began in 1982 with the introduction of diet coke (also called cocacola light in some countries). diet coke quickly became the number one selling low-calories soft drink.

LIMCA

FIGURE 14

this is thirst-quenching beverage features a fresh and light lemon-lime taste and lighthearted attitute. the limca brand was introduced in 1971 and acquired by the coca-cola company in 1993.

KINLEY WATER

FIGURE 15 THIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESH WATER WITH THE SATURATED OXYGEN LEVEL.

SUNFILL

FIGURE 16 This is thirst-quenching beverage features a fresh and light orange taste and lighthearted attitude.

VANILA

FIGURE 17 Tt is an ice cream in taste.launched in 200

MMPO

FIGURE 18

it is the orage juice flavour. it was launched in 2008. in thiS year it reaches its highest sale.

THE MOST PREFERRED BRAND OF COKE LIKE BY CUSTOMER

FIGURE 19 During the survey I asked the customer about the brand preference and I found that maximum number of retailers prefer Thumpsup

GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR HIGH DEMAND

FREQUENCY RESPONDENTS PERCENTAGE

PRICE TEST AVAILABILITY PACKAGING OTHERS

33 20 25 06 11 TABLE 3

35% 21% 26% 6% 12%

REASON FOR HIGH DEMAND OF COKE

35 30 25 20 15 10 5 0
Price Test Availability Packaging Others

FIGURE 20

Interviewing is an art and one learns it by experience. However, the following points may be kept in view by an interviewer for eliciting the desired information: (1) Interviewer must plan in advance and should fully know the problem under consideration. He must choose a suitable time and place so that the interviewee may be at ease during the interview period. For this purpose some knowledge of the daily routine of the interviewee is essential.

(2)

Interviewers approach must be friendly and informal. Initially friendly greetings in accordance with the cultural pattern of the interviewee should be exchanged and then the purpose of the interview should be explained.

(3)

All possible effort should be made to establish proper rapport with the interviewee; people are motivated to communicate when the atmosphere is favourable.

(4)

Interviewer must now that ability to listen with understudying respect and curiosity is the gateway to communication, and hence must act accordingly during the interview. For all this, the interviews must be intelligent and must be a man with self-restraint and self discipline.

(5)

To the extent possible there should be a free-flowing interview and the questions must be well phrased in order to have full cooperation of the interviewee. But the interviewer must control the course of the interview in accordance with the objective of the study.

(6)

In case of big enquiries, where the task of collating information is to be accomplished by several interviewers, there should be an interview guide to be observed by all so to ensure reasonable uniformity in respect of all salient points in the study.

SALESMEN
Conventional Route Salesmen carries ready stocks in vehicles and sells it to retailers on his route. Characteristics of conventional routes: Salesman visits the outlets without a proper PJP Has the responsibility of driving which includes following traffic rules , finding place to place to park in congested market places , sell the products And collect cash & glass. Communicates schemes and handles cash himself which given him the opportunity to manipulates with discounts. Salesman is un-educated, with his primary qualification being a driving license. Very low vehicles capacity utilization. Companys span of control till distributor SKUs loaded on truck is only an estimate leading to shortage in brand/packs in the market.

WHAT IS PRE-SELL?
Pre-sell A selling technology in which the selling process has two distinct parts: Generating order selling the order and delivering the pre-sold order .It segregates the front-end and back-end process of selling.

Works on a proper beat with a defined PJP. A pre-seller focuses on taking orders in advance after activating the outlet .Therefore eh has dedicated time for effectively selling schemes and promotions and Carrying out his executing an outlet responsibility.

Back-end activities like invoicing, delivering stocks, collecting cash & glass are carried out by others. Delivery vehicles are loaded as per the orders, leading to very high capacity utilization & negligible shortage of brand/pack to the retailer. Company gets control over retailer. Retailer is sure that hes getting the complete discount. Higher Distribution ROI.

WHY PRE-SELL?
Improved execution Reduced manpower through better utilization of MD resources Increased vehicle utilization (90%+) Reduced costs Improved BPPC Control-Focus on profitable packs and right BPPC

REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a must.

2.

EDS/outlet list by current route/salesman to be prepared with RED outlets marked.

PRINCIPLES
1. Pre-Seller can be a current Route salesman or a market developer. 2. All pre-sellers are hired by HCCB & paid through a 3rd party. 3. Pre-seller will be responsible for: RED outlets = Execution + Volume. Non RED outlets =Volumes

4. Depending on the town/area/locality, pre-seller will be allocated two/three beats each, with a frequency of 3x/2x per outlet.
5. Will cover 30 outlets in one beat using Beat Planning Format 6. Pre-billed orders leave the depot/distributor go down. 7. Pre-sell to work on specific geography rather than specific outlets.

IMPLEMENTING PRE-SELL METHODOLOGY RE-Organizing the routes

1. List all outlets. The listing will provide all the necessary information. 2. Identify outlets that should be on Pre-sell beats & form geographical clusters. 3. Convert these clusters into Pre-sell beats , using the beat planning format 4. Prepare walking order Route Plan for Pre-sellers for the beats assigned to him. 5. And Remember to ensure: One Pre-sell beat should have 30-35 outlets. Check available time through the beat planning format.

ASSIGNING MANPOWER
For Pre-sell we need the following: 1. Pre-Seller for generating the order and market execution.

There will be only one cader called PRE-SSELLER which is either salesman or MD converted to this role

2. Drivers (delivery salesman) & helpers for supplying orders. 3. MDs for executing RED outlets on conventional routes. 4. For DSD one person at depot to take orders from Pre-sellers and billing.

BUILDING BACK-END SUPPORT

1. DELIEVERY PROCESS 1 cluster of 3-4 pre-sellers. Volume & no. of outlets for every cluster will be derived.

2. VEHICLES Collect and analyses data related to vehicles utilization over a period of 6-8 months after Pre-sell is launched. Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS
Training for MD, Pre-sellers must cover how to take order, and suggestive selling after executing the outlet. Training for salesman Pre-sellers must include how to execute an outlet before taking orders through suggestive selling. Training will be first organized for MD converted Pre-sellers. The Salesman converted Pre-sellers will be trained later on.

PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH

Communicating about Pre-sell in the RIGHT. Do not encourage Pre-sellers to initiate talk about Pre-sell with retailers because they not be able to handle queries well. STLs/S.Trainers / ASMs / ACDM MUST accompany Pre-sellers during the launch. This should be the way forward for at least all important markets / retailers to reduce chances of resistance from the trade. Plan the phasing as per the number of STLs / trainers you have.

MEASURING PRE-SELLERS PERFORMANCE

Performance to be measured on following parameters: RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell. This needs to be checked to ensure that in course of pursuing volume targets; market execution is not left out which is very important key to our business. Volume achievements & growths vs. targets. Productivity.

No. of bills cut in a week vs. potential Formula-Actual bills cut per week/ (No. of retailers X3)

CAUTION
1. There might be cases where in some retailers return stock due to various reasons : Does not have money. Father gave the order but son present at shop during delivery of stocks. Estimated the order wrongly now wants to change the stock.

But the world of caution is that please dont move back to conventional route 2. Make deliveries through clubbed orders and do not allocate a vehicle for every MD. Even if that is done in the beginning, swap the salesman.

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 shareholders value over time. To achieve the above by working with business partners to deliver satisfaction and value to customers 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:1. People working in the company. 2. Commitment of the company. 3. Goals & objectives of the company. 4. Environmental polices. 5. Internal control.

CHAPTER 3

SWOT ANALYSIS

STRENGTH
Company product having a good brand name and trade mark. So that there is no such problem for convenes the user. Being a franchise company product trade mark. Thats why its scope is worldwide.

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. Thats why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing mentioned M.R.P. and manufactured date.

Company having expert management so that company can provides better goods & service for the ultimate user.

WEAKNESS
The main weakness of the company is that company is not in position of provide all flavors 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.

Most of the retailers problem is that no. company person comes at the shop for listening the problem.

Company top management not declare the scheme before one or two days. Thats why scheme catalogue not prepared by the lower level management. In this way retailers are not satisfy for company policy.

Company management is not doing any thing for retailer. If management is not provide any relief then he will increase M.R.P.

OPPORTUNITY
Company can increase his product selling by increasing plant capacity and manufacturing capacity.

Being a seasonal selling product provide all the flavor to the customer in hot session very necessary. It is the opportunity for the company.

By providing better goods & services company can increase his market share.

In present now the competitors are very less so that company can compromise its main competitor Pepsi and can take maximum profit.

THREAT
Company should do something for customer interest. Providing beneficial scheme and good relation to customer other wise its other competitor will develop and they will capture its market. Cold Drinks selling is very much depend on customer or retailer so that retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the market. In the future the competitor can increase. So that company should prepare some future plan for maintaining its market share.

Some domestic competitor can develop in the market. Company should prepare long term future plan for permanently existing in Host Country.

COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done for the company. 1. COBO (Company Owned & Operated Bottling Operation). 2. FOBO (Franchise Owned & Operated Bottling Operation). After 1993, when Coca-Cola re-enters India market, done a lot of changes in existing system of soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its 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 types 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 the territory assigned by the company. Company has no ownership or operational right/ control over these.

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.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras in India, second largest plant is Dasna, and the largest one is in Bangalore. Hathras plant has 3 RGB filling lines. The RGB line operating at mechanical efficiency of 90 % . Company doesnt have the facility for filling Maaza (RGB and Tetra Pack) a Mango flavour drink of Coca-Cola, pet bottling, water plant.

CHAPTER 4

FINDINGS AND ANALYSIS

COMPETITIVE MARKET SHARE BETWEEN

Cola Pepsi Coke = = 45% 35% 20%

Thumps up =

20% 45%

35%

Pepsi

Coke

Thumsup

FIGURE 21

Orange Fanta Mirinda = = 75% 25%

25%

75%

Fanta

Mirinda

FIGURE 22

Cloudy Lemon Limca Lemon Miranda = = 80% 20%

20%

80%

Limca

Lemon Mirinda

FIGURE 23

Clear Lemon Sprit 7UP = = 75% 25%

25%

75%

Sprit

7UP

FIGURE 24

Mango Maaza Slice = = 80% 20%

20%

80%

Maaza

Slice

FIGURE 25

Soda Kinley Lehar Evervess = = 50% 50%

50%

50%

Kinley

Lehar Evervess

FIGURE 26

Can Coke Pepsi = = 40% 60%

40%

60%

Coke

Pepsi

FIGURE 27

PET Coke Pepsi = = 60% 40%

40%

60%

Coke

Pepsi

FIGURE 28

Kinley Water Kinley Aquafina = = 80% 20%

20%

80%

Kinley

Aquafina

FIGURE 29

Total Product Coke Pepsi = = 63% 37%

37%

63%

Coke

Pepsi

FIGURE 30

CHAPTER 5

CONCLUSION & RECOMMENDATIONS

CONCLUSION

The various retailer had an enormous demand for better GSBs and in many cases of DPS for a better, impressive outlet look to attract consumers.

The endless demand of visicoolers in order to store large quantity of stock as a part of marketing and distribution promotional function of the company is studied therein.

The steady flow of the companys promotional accessories could be felt irrespective of the consumption of the outlets of the product. For example: racks, counters, sign boards, etc.

In a competitive environment the company got to study the schemes of their closest rivals, which they followed and in return fulfilled, the needs regarding their outlets set up.

Timely check up of the proper usage of the Cos assets (SGA) being made as well as their malfunctioning is rectified.

Misuse of the Coca-Cola SGAs should be brought into consideration as a retailers, stock, other companies, stock and depreciate the demand of the source company.

The archrivals product study can be entertained from the retailers and the privilege on their part is known which helps in formulation of better marketing promotional schemes

Pepsis regular stockholders be traced and break up by providing motivational introductory offers enhancing the market capture.

Coca-Cola should try to make arrangements so that the marketing representatives would visit the retail outlets regularly and try to solve the retailers, as well as the distributors, problems which they usually face during the peak season.

Better efficient sales representatives be appointed to update the retailers about the schemes in comparison to Pepsi. This would encourage a curiosity regarding the Coca-Cola schemes among them.

The complaints of the retailers be studied and paid attention of the highest degree to ensure better market capturing.

RECOMMENDATIONS
Company should prepare future plan for maintain selling in market. Because company competitor can increase and can capture the market.

Company should provide special benefit to the retailer. Other wise his interest will go down from cold drinks.

Present time competition is not high in this line because its competitor is only Pepsi. So that company can do compromise with Pepsi and both can increase products M.R.P.

Company should appointed a special representative for listening retailers problem and solve them. He can also find out some shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that his satisfaction needed.

Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Sprite should also good.

Defected goods should be returnable or changeable.

Good execution is a main factor in more selling good execution improves selling.

Sales executive & salesman relation and good behavior also provide effective guidelines in increasing selling.

For more selling company person should fulfill his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which will be visible that will salable.

QUESTIONNAIRE Questionnaire
NAME OF THE SHOP. ADDRESS TEL. NO. . Q1)Which brand do you sell? PEPSI COCA COLA BOTH

Q2)How many brands are available in your shop in the RGB and PET Bottles? (A) In RGB COCA COLA SPRITE FANTA (B)In PET COCA COLA THUMS UP LIMCA FANTA MMPO Q3) Which company Visi Cooler are you having? MAAZA NIMBO FRESH SPRITE THUMS UP LIMCA MAAZA

PEPSI

COCA COLA

BOTH

Q4)Whether the purity of the refrigerator is maintained or not? YES NO

Q5)Which brand is preferred by the customers? PEPSI BRANDS COCA COLA BRANDS

Q6)Are you satisfied with the distribution network? YES NO

Q7)Are you aware of the various schemes run by the coca cola? YES NO

Q8) Which company advertisement and sales promotion activities are better? PEPSI Q9)Your daily sales? 1-2 CASE 6-10 CASES More than 10 CASES Q10)Do you think promotional activities can increase sales? YES Q11) According to you a company should improve upon? Distribution Sales Promotion Q12)How would you rate Coca Cola? Excellent Average Very Bad COMPLAINTS OR SUGGESTIONS. Very Good Bad Service Schemes NO COCA COLA

3-5 CASES

1. Philip Kotler, Kelvin Lane Keller, Abraham Koshay and Mithileshwar Jha, MARKETING MANAGEMENT A SOUTH ASIAN PERSPECTIVE, 13 Edition PEARSON Prentice Hall 2. David L. Loudon and Albert J. Della Bitta, CONSUM ER BEHAVIOUR, 4 Edition TATA McGraw-HILL 3. Rick Yan, THE LITMUS TEST FOR SUCCESS IN CHINA, HARVARD BUSINESS REVIEW ON DOING BUSINESS IN CHINA, P.83-86 4. Craig Smith, THE NEW CORPORATE PHILANTHROPY, HAR VARD BUSINESS REVIEW ON CORPORATE SOCIAL RESPONSIBILITY, P.180 5. Adam M. Brandenburger and Barry J. Nalebuff, THE RIGHT GAME: USE GAME THEORY TO SHAPE STRATEGY, HARVARD BUSINESS REVIEW ON MANAGING UNCERTAINTY, P.75 6. Adrian J. Slywotzky and Richard Wise, THE GROWTH CRISES AND HOW TO ESCAPE IT, HARVARD BUSINESS REVIEW ON LEADING IN T URBULENT TIMES, P.27
7. Andrall E. Pearson, TOUGH-MINDED WAYS TO GET INNO VATIVE, HARVARD BUSINESS REVIEW ON THE INNOVATIVE ENTERPRISE, P.32,33,40,45 8. Douglas M. Lambert and A. Michael Knenuyes, WERE IN THIS TOGETHER, HARVARD BUSINESS REVIEW ON SUPPLY CHAIN MANAGEMENT, P.11
TH TH

9. Kevin Lane Keller, THE BRAND REPORT CARD, HARVAR D BUSINESS REVIEW ON MARKETING, P.11 10. David A. Aaker AND Erich Joachiwsthaler, THE LARE OF GLOBAL BRANDING, HARVARD BUSINESS REVIEW ON MARKETING, P.96-97
11. Jeffrey H. Dyer, Prashant Kale and Harbir singh, W HEN TO ALLY AND WHEN TO ACQUIRE, HARVARD BUSINESS REVIEW ON TOP-LINE GROWT H, P.91-92

12. Olli-Pekka Kallasuuo, Gary Jackson, Franz Humer, Arthur Gensler, Sergey Petrov, Alan Klapmeier, Alexander B. Cummings and Duleep Aluwihare, MOMENT OF TRUTH GLOBAL EXECUTIVE TALK ABOUT THE CHANLLENGES THAT SHAPED THEM AS LEADERS, HARVARD BUSINESS REVIEW ON THE TE ST OF A LEADER, P.101-103 13. Nicolas Checa, John Maguire and Jonathan Barney, THE NEW WORLD DISORDER, HARVARD BUSINESS REVIEW ON LEADERSHIP IN A CHANGED WORLD, P.64-65 14. Max H. Bazerman and Dolly Chugh, DECISION WITHOUT BLINDER, HARVARD BUSINESS REVIEW ON MAKING SMARTER DECISION, P.90 15. Constantines C. Markides, TO DIVERSIFY OR NOT TO DIVERSIFY, HARVARD BUSINESS REVIEW ON STRATEGIES FOR GROWTH, P.85 16. David J. Collis and Cynthia A. Montgomery, CREATI NG CORPORATE REVIEW, P.29
17. C.K.Prahalad and Kenneth Lieberthal, THE END OF C ORPORATE IMPERIALISM, STRATEGY, P.103 HARVARD BUSINESS REVIEW ON CORPORATE

ADVANTAGE,

HARVARD

BUSINESS

18. http://www.slideshare.net/rajsinghprofessional/cocacola-in-rural-india 19. http://www.sirpepsi.com/pepsi11.htm 20. http://www.agriculture-industry-india.com/agricultural-commodities/softdrinks.html 21. http://www.indiabschools.com/marketing_018.htm 22. http://inventors.about.com/library/inventors/blpepsi.htm

BIBLIOGRAPHY

Internet site www.cocacola.com www.pepsico.com Record of N.M. Soft drinks, 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.