Coca Cola Report

A RESEARCH REPORT ON
“STUDY OF THE RED CONCEPT AND MARKET

SHARE OF COCA COLA COMPANY IN
KANPUR CITY”
HINDUSTAN COCA-COLA MARKETING

COMPANY PRIVATE LIMITED
Submitted in fulfillment for the award of Master of Business Administration

(U.P. Technical University, Lucknow)
2008-2010
UNDER THE GUIDANCE OF

MR.GOURAV AGRAWAL
SALES TEAM LEADER
Submitted To: Submitted By
MR. VIVEK KR. SINGH AKHIL KUMAR

M.B.A. II Year
AZAD INSTITUTE OF ENGINEERING AND TECHNOLOGY,

LUCKNOW
Hindustan Coca-Cola Marketing Co. Pvt. Ltd.
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TABLE OF CONTENTS
Page No.
Preface 5
Acknowledgement 6
1. Executive summary 7
2. Profile of Coca-Cola India Limited 8
2.1 Core brands in India 12-16
2.2 Advertisement and Punch lines 17-18
2.3 Fabulous facts about Coca cola 19-20
2.4 History of Coca-Cola 21-24
2.5 Coca-Cola India – our Vision, Mission 26
2.6 Strategy Adopted coke 27
2.7 Marketing mix 28
2.8 Awards achieved by coca-cola 30
2.11 Carbonated Soft Drink in India. 33
2.9 CSD in Indian Scenario. 35
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2.10 Principals of Coca Cola in India. 36-37
3. Introduction to Project 39
3.1 Objective of study 39
3.2 Research Methodology 40
3.2 Sampling Area 41
4. Data sorting, Analysis & Interpretation 42-49
5. Brand Wise Market Share. 50-61
6. SWOT, Analysis. 62
5. Facts & Findings 63-65
6. Suggestion 66-67
6. Limitations of Study 68
7. Suggestions and Recommendations 69
8. Bibliography 70
9. Questionnaire 71-73
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PREFACE
Practical and Theory are the two aspects of Management education. The practical training
in the domain of management courses has received vital importance. It exposes to the
potential manager towards the actual work situation and gives a student rich insight into
what practically is going on inside the industries, infect it is the implementation of theory
into practices which is the life force of management.
Two months practical training is an obligatory requirement for the M.B.A. It was of great
advantage to receive practical training in Hindustan Coca-Cola Marketing Company
Pvt. Ltd. at Kanpur Branch office. The management of the company offered an excellent
learning situation.
There have been considerable changes in the technology, operation and structure of the
industry due to globalization, mergers, environmental issues and available fiber sources,
and new challenges being posed by the changing customer satisfaction levels and multiple
market requirements are forcing industry to adapt to new solutions.
I was assigned special Project: -
Analyzing the market share of COCA COLA soft drink Company in Kanpur city.
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ACKNOWLEDGEMENT
 I take it a matter of great pleasure to submit my research “Analyzing the

market share of COCA COLA soft drink Company in Kanpur city” I am
highly indebted to Mr. Vivek Kr. Singh, Sr. Lecturer, Azad Instt. Of Engg.
And Technology,Lucknow for guiding me.
 At last I am thankful to the library of the institution for providing me

necessary material & all those who helped me in completion of my project.
 Thanks again to every body.
(AKHIL KUMAR)
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EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up an
independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S. $ each by
virtue of sellout decision of the passed managing director Shari. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was
there in India till 1977. In toady’s market the Coca-Cola hold a 65% market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
Being a capital & biggest business center of India I choose the area of Kanpur to conduct
my study and to get lot of exposure & various opportunities to meet different kind of
customers. This project has been under taken to study the availability of complete range of
Coca-Cola products to retail outlets.
To conduct the detail study of my project, I worked for a distributor in Kanpur. During the
training period I covered the whole market of Kanpur and gathered the information from
retail outlets regarding the availability of whole range of Coca-Cola products. After getting
the information, I list out those retail outlets and getting the response regarding the various
promotional schemes of coke and other.
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INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In today’s market the Coca-Cola (Coke, Thumps Up, Sprite, Limca,
Fanta, Maza & etc) hold a 65% market share that appears to bear concentrated rush to beg
a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
company’s engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian
Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American
soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory
taste then Coke. Where as Coca-Cola major selling point was more drink for the same
price and Pepsi emphasized on advertising.
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During Second World War Pepsi & Coke both enjoyed increased sale. After the war Pepsi
sale was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation
for merchandising. He and his staff recognized that the main hope lay transforming Pepsi
From a cheap imitator of Coke into a class on soft drink manufacturer.
By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.
In India another company engaged in soft drink market is Coca-Cola. It is one of the most
widely known, accepted and admired trademarks of the world. Coca-Cola was their in
India till 1977, when the Indian Government banned it due to strong resentment against
multinational company’s Coca-Cola was re-launched again in India in September 1993 at
“HATHRAS” near Agra. The India people welcomed the come back of their most loved
Cola in the country with great enthusiasm and vigor.
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Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,
Gold Spot, Limca, Citra, Maaza, Soda.
Soft drink industry is one of the fastest growing industries in India. The basic idea
behind the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
3. The long hot summers in India have increased the consumption of soft drinks.
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COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S. $ each by virtue of
sellout decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Naziabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Naziabad.
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CORE BRANDS:
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most

recognized and admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flowered 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 world’s most popular lemon-lime
soft drink.
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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
cokes quickly become the number – one selling low –calorie soft drink in the
world.
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BRAND IN INDIAN ORIGIN
GOLD SPOT: this orange cardonate soft drink was introduced in 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, juict & natural mango
taste.
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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.
BRANDS WIH ITS LOGO
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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA
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1936 - Its The Refreshing Thing To Do.
1942 - Its the Real Thing.
1943 - Global High Sign.
1959 - Be Really Refreshed.
1962 - Thing Go Better With Coke.
1969 - Its the Real Thing.
1970 - I`D Like To Buy The World A Coke .
1976 - Coke Add Life.
1982 - Coke Is It.
1986 - Catch The Wave.
1989 - You Can’t Beat the Feeling.
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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.
2001 - Jo Chaho Ho Jai Coca Cola Enjoy
2002 - Thanda Matlab Coca-Cola
2003 - Jiyo Thanda Piyo Thanda .
FACTS
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The world’s largest spherical coca-cola sign is in Nagoya, Japan a top the
dial – Nagoya building in front of the Nagoya railway station. The sing is a
double sphere constructed from more then 46 tone of steel, more 940meter
of neon tubing, and more then, 879 light bulbs. The outer shape features the
coca-cola logo and contour bottle, while the inner sphere portrays a comic
scene with twinkling planets and stars.
1 One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high and is
made from 70,000, 26 ounce bottles.
1. The first out door paint sign advertising coca-cola still exists. It was
painted in 1894 in Cartersville, Georgia.
2. Coca-cola is one of the world’s most recognizable trademarks

recognized in countries that account for 98 percent of the world’s
population.
3. If all the coca-cola ever produced were in 8- ounce bottles. And these
bottles were distributed to each person in the world. There would be 678
bottles or over 42 gallons for each person.
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4. If all the coca-cola ever produced were in 8 – ounce bottles, placed side
by side and end to end to from a lane highway, it would wrap around the
earth 82 times.
5. If all the coca-cola ever produced were flowing over Niagara fall at its
normal rate of 105 million gallons per second instead of water, the falls
would flow for about a day and a half 38 hours and 46 minutes.
6. the largest representation of the world’s best known package 100 foot
tall glass contour bottle is located at world of coca-cola LOS VEGAQS
HISTORY
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Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–
legged brass kettle in his backyard. He first distributed the new product by carrying Coca-
Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design
or accident, carbonated water was teamed with the new syrup, producing a drink that was
proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name
and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide
today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red
has been a distinctive color associated with the No.1 soft drink brand ever since. For his
efforts,
Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta
chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the
Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair helped to
expand the consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and
his more than six decades of leadership took the business of commercial success making
Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy
merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing
beverages. He responded to this demand began offering bottle Coca-Cola using syrup
shipped from Atlanta, during a hot summer in 1894.
HISTORY IN INDIA
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The coca-cola company reintroduced coca-cola in India on October 23,

1993, after an absence of 16 years.
The coca-cola company received approval from the government in July

1996 to set up a holding company to invest US $ 700 million in downstream
operation of beverages
In July 1997 the holding company was permitted by the government to

operationally its bottling subsidiaries.
The bottling subsidiary currently owns and operates twenty-six bottling

plants and sixty distribution centers across India.
In addition, it uses 20 contract packers to augment its production capacity

and cater to the increasing demand for its wide portfolio of beverage.
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The Coca-Cola
Company
Manufactures Concentrate
HCCBPL
Manufactures Finished
Bottle/Can,
Fountain Syrup
Customer
Sells & Delivers
Consumer
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THE COCA-COLA PROMISE
The coca-cola companies exist to benefits and refresh every

one it touches. The basic proposition of our business is simple, solid and
timeless. When we bring refreshment, value, joy and fun to our stakeholders
then we successfully nurture and protect our brand, particularly coca-cola. That
is the key to fulfilling our ultimate obligation to provide consistently attractive
to the owner so four business.
More then a billion times every day, thirsty people around the world reach for
coca-cola products for refreshment. They deserve the highest
Quality – every time. Our promise to deliver that quality is the most important
promise we make. and it involves a world-wide , yet distinctively local ,
network of bottling partner , supplier , distributor and retailers whose success
is paramount to our own. Our investment in local communities in over 200
countries totals billions of dollars in jobs, facilities, marketing, the purchase of
local good and services, and local business partnership. Always and every
where , we pursue continuous innovation in the products we offer the
processes we use to make them, the package we develop and the way we bring
them to market .
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YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very
difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing enjoyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
• Soft drinks do not contribute to diabetes.

• The caffeine and phosphoric acid in soft drinks does not affect bone
health
• The sugar in soft drinks does not cause children to be hyperactive.
• The consumption of soft drinks has not affected calcium consumption.
• Sugar consumption has not been shown to cause obesity.
• The amount of sugar and calories in soft drinks is about the same as many
fruit juices
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COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system, resulting in

customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly
profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
“THE BEST GLOBAL COMPANY”
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.
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Coca Cola’s Globalization Strategies
The Coca Cola Company is global player and approximately 70 percent of its volume
and80 percent of its profit come from outside the United State 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 brands Coca-Cola, Sprite and Fanta were marketed globally.
In Latin American and Europe, where a heavy consumer preferred 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 Indonesia Coke had been selling pineapple and banana
flavored sodas which had been carefully developed to suit local preferences.
In Japan, Coca-Cola had added a coffee drink called Georgia and energy healthy drink
named Aquarius to its product line.
In India, the Coca-Cola Company acquired the brands Limca, Maaza and Thums Up in
1993.
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MARKETING MIX & STRATEGY:
Marketing mix of any organization consists of 4 P’s i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other. in
coca – cola the information about all the 4 P`s that can be available to me is given here:
PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca-cola is to promote all brands available in
the brand packs and to introduce the product in new flavor is also introduced.
PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its major competitor or the market leader.
PLACE: the coca-cola company in India is governed from its corporate office located at
Gurgaon in Haryana . It governs the working of five zones covering whole India these
zones are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh
zone . These zones are divided in to various. Plant, which govern the area assigned to
them. The area is the various distribution centers called distributors and C&F agents. Then
come the retailers / customer for the company’s product,
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They receive well from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.
PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India . Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca-cola is divided in to top line promotion and below the
line promotion.
Top line promotion includes the promotion designed and done by the company’s
corporate office of Gorgon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.
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AWARDS
Hindustan Coca-Cola Beverages Private Limited,

Dasna unit, bags the
“Golden Peacock Environment Management Award 2004”
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious
“Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)”
for excellent environment practices and effective control of environmental
impact.
The Dasna unit won this award in the Food & Beverage Industry category for
its environment practices among hundreds of entries received from across the
country. The annual award winner is decided on the basis of a rigorous
assessment procedure, which includes a visit to the facility by a team of
experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO,
Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola
we are committed to preserve, protect and enhance the environment and this
simple belief guides us in everything that we do. We will continue to further
improve our systems and are confident of making a significant positive impact
on our environment in times to come.”
The award will be formally presented to the company shortly by Institute of

Directors, an independent body that recognizes the achievements of
manufacturing units under the categories of Environment, Quality and
Corporate Governance, in association with World Environment Foundation
(WEF), at an official function during the 6th World Congress on Environment
Management.
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The Dasna plant achieved this distinction by adhering to The Coca-Cola

Company’s internal global quality program called The Coca-Cola Quality
System (TCCQS). TCCQS not only covers environment management, but also
takes into consideration other business aspects such as safety and loss
Prevention (SLP), product quality, packaging quality, process capability
improvement and customer satisfaction. Strict compliance with TCCQS, often
rated as a programmed equivalent to the internationally reputed ISO 14001
System, has also enabled all the company-owned bottling plants in the country
to successfully get the coveted ISO 14001 Certification from Det Norske
Veritas (DNV).
The award has been granted after a thorough evaluation of Dasna plant’s
compliance with a WEF prescribed program assessment format over a period of
1 year from 1st April 2003 to 31st Mach 2004 during which several
environmental performance indicators were monitored and evaluated according
to WEF’s stringent parameters: energy use, water use, wastewater discharge,
compliance with Government regulations and resource utilization.
GPEMA has been instituted by the Institute of Directors in association with

World Environment Foundation (WEF) and is designed to encourage and
recognize effective implementation of environment management system. The
award is given both in manufacturing and service sectors.
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All India Division COBO’s are now ISO 14001

certified
All 25 of the India Division’s Company-owned bottling plants have gained

the international standard ISO 14001 Environment Management System
certificate.
.The ISO 14001 certificate is the internationally recognized standard of

Environmental Management.
A company must demonstrate management commitment, the total

involvement of all employees and a compliance with applicable regulatory
and internal company standards.
The Company started its compliance effort in February
CARBONATED SOFT DRINK (CSD) INDUSTRY

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Industry Structure:-
There are three major participants in the production-carbonated soft drinks.
They are concentrate producers for example roughly one – half if Pepsi –
cola’s sale are through company owned bottles ; the remaining volume is sold
through franchises bottles line of soft drink in a defined territory , and not
allowed to market to market a directly competitive major brand.
The principal retail channel for channels for carbonate soft drink are
supermarkets, convenience store, vending machines fountain service, and
thousand of small outlet. Soft drinks are typically sold in glass bottle and in
plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with
carbonated water for immediate sales.
ADVERTISEMENT AGENCY:
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In the year 1991, coca-cola went for more creative advertisements and split
the $ 200million ad account between Mr.CAAN ERICKSON and CREATIVE
ARTIST AGENCY (CAA) presently howler. Chaitra leo burnett handles the
coke’s account.
India scenario : managing the ad account earlier with a very creative desirer
ting, McCann Erickson managing the to bring out the coca-cola ad watchers
with an Annus Indies” description for the year 1988 – the year that the Atlanta
brand started moving on the thesis that…………. In the once thunder struck
and then choice arm’s reach.
Or getting wall to look red but also about getting the brand’s massage right
through the cortex onto the mind the young India mind.}
SOFT DRINK MARKET INDIA SCENARIO
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India soft drink industry is witnessing a boom time. Its growth rate is
around 20% with which such growth rate, volume could reach billion crates with in 10
years. Three major multinational companies are fighting to grab a major chunk of business
from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have
seen an enormous potential in this country. Consequently, by world standard, Indian per
capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only grow up.
Soft drink industries has already seen and estimated sale of around 240 million crates
higher then last year’s sale of 204 million in 1998. The Main reason for such a high growth
rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is
for behind.
India is actually more vivid in taste and preference then any other country
market. Delhi jar instance, account for about 20% of total soft consumption in term of
sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is just one soft drink retailer on a
population of 37,600, which is far below the international standard. Where as Philippines
has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlets on a
population of 60 million.
PRINCIPLES OF COCA-COLA INDIA
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1. We will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
2. We will recognize the positive contributions that we make individual and team
member to produce our business success.
3. We will recognize the positives contribution that we makes individual and term
member to produce our business success.
4. We will encourage a learning environment where the people can constantly grow
developed and contribute.
5. We will strive for excellence and seek continue improvement in everything we do.
6. We will respect the entire stake holder, including employees and suppliers and instill
them with a person to deliver the highest employees and suppliers and instill them
with a passion to deliver the highest quality good and services.
POLICY
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The Coca-Cola Company exists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing expectations
because keeping our Quality promise in the marketplace is our highest business objective
and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...
• The Symbol of Quality

• Customer and Consumer Satisfaction
• A Responsible Citizen of the World
STRATEGY ADOPTED BY COCA-COLA TO INCREASE
THE NUMBER OF CONSUMERS

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The 4 A's is the underlying strategy for meeting company goals to increase no. of
consumers. The 4 A's are: -
Availability: To increase the availability of Coca-Cola products in an

improved or innovative new Packaging, dispensing systems, distribution
systems, marketing programs and training and development programs.
Affordability: The consumer can afford the Coca-Cola products at a very

reasonable price.
Acceptability Making Coca-Cola brand is the beverage choice for any

occasion depends on the likings, taste and preferences of the target
audience. Acceptability can also be increased through advertising,
sponsorships, promotions; youth market activities, community
programs and other activities.
Activation: This refers to display and activate all marketing elements in the shop
what ever company has given to the out let,s owner.
OBJECTIVES OF STUDY
OBJECTIVE OF STUDY
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1. To check out the availability of several promotional scheme of coca-cola for the
dealers.
2. To find out the retailers response regarding the various promotion schemes of
Coca-Cola and to judge to judge its impact on retailers.
3. To make an overall assessment of specified market to provide a better

promotional scheme for the dealers.
4. To draw a comparative analysis of promotional schemes.
RESEARCH METHODOLOGY
 Problem Definition: -Identification of those retailers who are not satisfied

with promotional schemes of Coca-Cola’s
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 Sources of Data: - Primary, The study was conducted with the help of
specified format of the company. All the comparison was made wholly
depending on information gathered first hand.
 Research Instruments: -Observation and asking questions according to the

provided format for the retailers.
Primary Data: Collected materials from direct market place.
Collected data from survey

Secondary Data: Data’s collected from net and from old report
 Sample Area: -
To conduct the study of my project, marketing department of Coca-Cola gave me a

region of South Delhi. Under the guidance of distributor I covered following areas.
TOTAL – 500, OUTLETS,
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G.T.
ROAD
DEFENCE GUMTI
COLONY
LAL
KANPU BANGAL
JAJMAUN R A
CITY
GADERIAN
PURWA
K.D.A.
RAMA
DEVI
DATA ANALYSIS AND INTERPRETATION
SOFT DRINK PACKS AVAILABLE IN
(41)
MARKET
C O M PANY RG B PET
2 0 0 M2 5L 0 M3 0L 0 M5 0L 0 M2 0L 0 0 M L
C O C A CY O L YA Y Y Y
PEPSI Y Y Y Y Y
(42)
NUMERIC AVAILABILITY OF ALL PACKS
N IM E R IC R G B T OP TE E T L
A V A I L2 0I B 0 I L2MI5T L0Y 3M 0 L0 5M 0 L0 2M 0 L0 0 M L
C O C A C5 0O 0 L01A 0 0 02 0 0 03 0 0 01 5 0 10 2 5 0 0
P E P S I 4 0 0 0 7 0 0 1 5 0 01 7 0 02 0 0 09 9 0 0
9900
2000
PEPSI 1700
1500
700
4000
12500
C OC A 1500
3000
C OLA 2000
1000
5000
2 0 0 M L 2 5 0 M L 3 0 0 M L 6 0 0 M L 2 0 0 0 M L TO TA L
(43)
NUMERIC AVAILABILITY OF ALL PACKS IN %
N IM E R IC RGB P ET TO T E L
A V A IL IB IL IT Y
C O C A C O 4L 0A % 8 . 0 0 % 1 6 % 2 4 % 1 2 % 1 0 0 %
P E P S I 4 0 . 4 0 % 7 % 1 5 . 1 5 %1 7 . 1 7 2 0 . 29 9 . 9 2 %
120% 100% Series1

100% 92%
Series2
80%
Series3
60% 40% 40%
40% 24% Series4
16%12% 15%20%
20% 8% 7% 7% Series5
0% Series6
COKE PEPSI
ANALYSIS:-
Total numeric availability of Coca Cola company % is-100%

Total numeric availability of Pepsi Company % is- 99%
INFERENCE:-
From the study it is clear that Coca Cola India has the greater numeric availability when
compared to its archrival Pepsi Co.
MARKET SHARE OF 200ML PACKES:

(44)
Name of The Company % of Market Share

Coca Cola 60
Pepsi 40
P 40
Series1
C 60
0 20 40 60 80
ANALYSIS:-
Coke has 60 % of the market share in 200ml pack.

Pepsi has 40 %of the market share in 200ml pack.
INFERENCE:-
From the study it is clear that Coca Cola is the market leader in 200 ml pack with near
about doubled market share.
MARKET SHARE OF 250ML PACK:-
(45)

Coca Cola 60%
Pepsi 40%
TOTAL 100%
MARKET SHARE OF 250 ML PACK
60
50
40
%OF
60
MARKET 30
SHARE 40
20
10
0
Coca Cola Pepsi
NAME OF COMPANY
ANALYSIS:-
Coke has 60 % of the market share in 250ml pack.

Pepsi has 40 % of the market share in 250ml pack.
INFERENCE:-
From the study it is clear that Pepsi is having greater market share in 250 ml pack.
MARKET SHARE OF 300ML PACKS:-

(46)
Name of The % of Market Share

Company
Coca Cola 65%
Pepsi 35%
35%
65%
Coca Cola Pepsi
ANALYSIS:-
Coke has 65% of the market share in 300ml pack.

Pepsi has 35% of the market share in 300ml pack.
INFERENCE:-
It is clear from the study that Coca Cola is leading in the market share of 300 ml packs.
MARKET SHARE OF 600 ML PACK:-
(47)

Coca Cola 60%
Pepsi 40%
M AR K ET SH AR E O F 600 M L PAK E
60% 60%
% OF
40% 40%
M A R K ET
20%
SHARE
0%
Pepsi C o c a C o la
NAM E OF COM P ANY
ANALYSIS:-
Coke captures 60% of the market share in 500ml pack.
Pepsi captures 40% of the market share in 500ml pack.
INFERENCE:-
From the study it is clear that Coca Cola India captured the major part of market in 500 ml
pack.
MARKET SHARE OF 2000 ML PACK

(48)

Coca Cola 45%
Pepsi 55%
MARKET ANALYSIS OF 2000 ML PACK
Coca
Cola
45%
Pepsi
55%
Coca Cola
Pepsi
ANALYSIS:-
Coke captures 45 % of the market share in 2000ml pack.

Pepsi capture 55 % of the market share in 2000ml pack.
INFERENCE:-
From the study it is clear that Pepsi is leading in market of 2000 ml pack.
BRAND WISE
(49)
MARKET SHARE
MARKET SHARE OF COLA SEGMENTIN %
PEPSICO COCA COLA
PEPSI COKE THUMS UP
10 15 75
M AR K E T S H AR E O F C OL A S E GM E N T
75
80
60
15
V AL UE40 10
20
0
P E P S I C O K E TH UM S
UP
BRA ND NA M E
ANALYSIS:-
90 % of the segment belongs to Coke & Thums up, which is manufactured by Coca Cola
India.
10 % of the segment belongs to Pepsi Cola, Which is manufactured by Pepsi Co.
INFERENCE:-
From the study it is clear that major market share in Cola segment belongs to Coca Cola
India. Which include market share of Coke with 90 % and thums up with 10 %.
MARKET SHARE OF ORENGE SEGMENT IN %:-
(50)
PEPSICO COCA COLA

MIRINDA FANTA
57% 43%
M A R K ET S H A R E O F O R A N G E S E G M EN T
43%
57%
P EPS IC O M IR INCDOAC A C O L A F A N T A
ANALYSIS:-
Mirinda has 57 % market share.
Fanta has 43 % market share.
INFERENCE:-
It is clear by the study that Pepsi Co manufactured drink MIRINDA is the market leader in
orange segment of soft drink with a market share of 57 % when compared to FANTA,
Which have 43 % of market share.
MARKET SHARE OF CLOUDY LEMON SEGMENT
(51)
PEPSICO COCA COLA
MIRINDA LIMCA
10 90
MARKET SHARE OF CLOUDY

LEMON
48%
52%
PEPSICO MIRINDA COCA COLA LIMCA
ANALYSIS:-
Limca has market share 90 % of market share.
Mirinda Lime has 10 % of market share.
INFERENCE:-
From the study it is clear that Cola India is market leader in the cloudy lemon segment
with 90 % when compared to 10% market share of its competitors.
SHARE OF CLEAR LEMON SEGMENT:-
(52)
COCA COLA PEPSICO

SPRITE MOUNTAIN DEW 7UP
40 50 10
SHARE OF CLEAR LEMON SEGMENT

10%
40%
50%
SPRITE MOUNTAIN DEW 7UP
ANALYSIS:-
60 % Market share is belongs to 7up & Mountain Dew.
40 % Market share is belongs to Sprite.
INFERENCE:-
It is clear from that the study that Pepsi co. has major market share in clear lemon market
segment with 100 % which include the market share of 7Up with 10 % & Mountain Dew
with 50 % when compared to sprite which is manufactured by Coca Cola India and has 40
% of the market share.
MARKET SHARE OF NCSD BRAND (MANGO FLAVOR):-
(53)
COCA COLA PEPSI

MAAZA SLICE
60% 40%
Mango Flavor
60
60
40
40
20
0
MAAZA SLICE
ANALYSIS:-
40 % Market share belongs to Slice.
60 % market share belongs to Maaza
INFERENCE:-From the study it is clear that---

NCSD brand of Coca Cola India MAAZA is leading in the market.
OVER ALL CSD MARKET SHARE IN KANPUR CITY
(54)
NAME OF THE COCA COLA INDIA PEPSI CO.
COMPANY
No. of the crates 25000, 17000
% of market share 70% 30%
70%
70
60
50
40
30%
30
20
10
0
Warm Cool
ANALYSIS:-
 65% of the overall market share in CSD Belongs to CocaCola India.
 35% of the overall market share in CSD Belongs to Pepsi Co.
INFERENCE:-
From the study it is clear that Coca Cola India has the major market share with 65% when
compared to Pepsi Co. which has 35% market share.
(55)
INDIVIDUAL PACK CONTRIBUTION IN COCA-COLA
MARKET SHARE
BRANDS % CONTRIBUTION
THUMS UP 45%
COKE 3%
SPRITE 25%
LIMCA 10%
FANTA 10%
MAAZA 7%
TOTAL 100%
MARKET SHARE
7
4
NDS
BRA
1
0%
20% 40% 60% 80%100%
VALUE
(56)
ANALYSIS:-
 Contribution of Thums up in over all market share of Coca–Cola India is 45 %
Indian market.
 Contribution of Coke in over all market share of Coca Cola India is 3 %.
 Contribution of Sprite in over all market share of Coca-Cola India is the 25 %
of market.
 Contribution of Limca in over all market share of Coca-Cola India is 10%.
 Contribution of Fanta in over all market share of Coca Cola India is 10%.
 Contribution of Maaza in over all market share of Coca Cola India is 100%.
INFERENCE:-
Thums Up leads the over all brand contribution in the market share of Coca Cola India
followed by Coke.
(57)
COKE INDIVIDUAL PACK CONTRIBUTION IN
MARKET SHARE
PACKS % CONTRIBUTION
200ML 45
250ML 5
300ML 20
600ML 20
2000ML 10
TOTAL 100
PACKS
120%
100%
100%
80%
60% 45%
40% PACKS
20% 20%
20% 5% 10%
0%
1 2 3 4 5 6
ANALYSIS:-
(58)
 Contribution of 200 ml pack in over all market share of Coca Cola India is 45 %.
 Contribution of 2000 ml pack in over all market share of Coca Cola India is 10
%.
INFERENCE:-
RGB (returnable glass bottle) i.e. 200 ml , 300 & 600 ml packs are the major sources of
contribution in overall market share of Coca- Cola India.
MARKET SHARE BETWEEN DEW AND SPRITE IN %
(59)
COKE SPRITE 45%
PEPSI DEW 55%
MA RKET SHA RE BETWEEN DEW A & SPRITE
SPRITE DEW
45% 55%
ANALYSIS:-
Dew has 55% of total market share.
Sprite has 45% of total market share.
INFERENCE:-
In present market scenario dew is in deter condition in comparison of sprite.
PET & RGB RATIO OF COKE IN %
(60)
COCA PET 30%
COLA RGB 70%
RATIO PET & RGB

80%
60%
SHARE IN
MARKET
40% 70%
20% 30%
0%
RGB PACK PET Series1
ANALYSIS:-
In the market RGB 70% & pet is 30%.
INFERENCE:-
From the analysis we found that RGB is covering 70% of total coke market and PET is
covering 30% of market.
SWOT ANALYSIS:-
(61)
STRENGTH:
Good market penetration.
Motivated channel partner.
Well defined routes.
WEAKNESS:
All brands were not available in at least 80% shops.
Complaint handling was not up to mark.
Supply in certain area is very irregular and also route agents are not covering full
routes( Gumti, Gadereinpurwa.)
Poor signage and display is making the routes week for the sale of Pepsi.
Interpersonal relationship with the company officials and the route agent is not
satisfactory.
OPPORTUNITY:
It is observed that in some newly establishing areas many new outlets are opening , Pepsi
needs to concentrate on these new outlets and can gradually increase its sale in these area.
Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix
only by luring them good and efficient supply, glow sign and cooling equipments.
THREATES:
Coke is the only nearest competitor and it is catching up in the market penetration through
price skimming and other promotional scheme.
FACTS
(62)
1. Coca Cola India has the greater numeric availability has

compare to its archrival Pepsi co.
2. Coca Cola India is the market leader to 200 ml pack with near
about double market share.
3. Coca Cola India has greater market share in the 250 ml pack.
4. Coca Cola India is leading in the market share of 300 ml pack.
5. Coca Cola India captures major part of market share.
6. Pepsi Co. is leading in market of 2000 ml pack.
7. Pepsi Co. is market leader in orange segment.
8. Pepsi Co. has the major market share in clear lemon market
segment.
9. Coca Cola India is the market leader in the cloudy lemon

segment.
10. Pepsi C. has better market share in NCSD brand than

Coca Cola India.
(63)
11. Coca Cola India has the major market share when compared to
Pepsi Co.
12. Major market share in cola segment belongs to Coca Cola

India.
13. Thums up leads the overall brand contribution 9in market

share of Coca Cola India followed by Coke.
14. Returnable Glass Bottle (RGB) i.e. 200 ml, 300 ml & 600
ml packs are the major sources of contribution on overall
market share of Coca Cola India.
FINDINGS
Following are the findings of the survey, which I observed during the survey:
(64)
• According to analysis Salesman informed more about the promotional
schemes as compared to other.
• Cash is more demanding item in market by outlets as because it gives
them a financial support to their business.
• The outlets join the schemes to motivate themselves by getting high prize
by company.
Coke ahs better condition in comparison of Pepsi in CAD & NCSD both case.
SUGGESIONS
1. Coca Cola India should concentrate on the sales of the 600 ml & 2000 ml packs.
2. The company can take better promotional measures to lead in NCSD segments.
(65)
3. Coca Cola India must try to improve its market share in clear lemon & orange
segment.
4. Coca Cola India should launch sales promotional activities with Sprite against
Mountain Dew to capture full market share.
5. It is suggested to have Customer Care Manager for market penetration of Coca Cola
India.
6. It is suggested to have different sales promotion tools at different routs.
7. Coca Cola India should provide promotional scheme to its primary customers.
8. Coca Cola India should take some action to stop falls commitment to primary
customers as it is tarnishing the image of company.
INTERPRETATION
• Many retailers joined the schemes to get something back from the coke.
This provides to be a motivating factor for them.
(66)
• Coke Co. ahs launched a display scheme to SPRITE to enhance the
market share of it against DEW in Kanpur City.
• As the figures say that short terms schemes for 6 month gives more time
to outlet to achieve their target.
LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to
provide the exact
2. information of each brand and sizes to the researcher.
(67)
3. The no. of outlet sample was less to draw any conclusion of channel wise sales.
4. The time period of study is just 8 weeks, under such constraints the study cannot
be undertaken comprehensively.
5. Geographically area of Delhi was a big one and outlet were locationally scattered
in the nature. Thus was a difficult thing to cover even a single route in a day.
6. It being a dynamic market, where competition is cut throat, even outlet change
their response very frequently, thus at a time are biased.
SUGGESTIONS AND RECOMMENDATIONS
These are the following suggestions, which I recommend to the distributor.
(68)
• Launching schemes which should act as counter attack schemes for
competitors
• In order to raise the sales and compete he market the distributor should
give some extra scheme to its retailers.
• New frequently scheme should be launched.
• In short-term scheme for 6 month should be launched in comparison to
other brand.
BIBLIOGRAPHY
The Basics of Coca-Cola: -
Publisher: Coca-Cola Company
(69)
Books: -
(1) Author Name - G.C.Beri
Book Title - Marketing Research
Publisher - Tata Mc-Graw Hill
Pages of Citation - 41, 92, 162, 339
(2) Author Name - Philip Kotler
Book Title - marketing Management
Publisher - Tata Mc-Grew Hill
SITES:
www.google.com
www.coca-colaindia.com
www.thecoca-colaindia.com
QUESTIONNARE:
Name of outlet:-
Contact person:
(70)
Address:-
1. Type of Channel:-
(a) Eat & Drink (b) Grocery (c) Convenience (d) Institute (e) Other
2. Infrastructure of retail outlet :-
(A) Pepsi Coca-Cola
(a) Empty (i) (i)
(b)Vision/Oya (ii) (ii)
(c) Ice box (iii) (iii)
(d) Signage (iv) (iv)
3. Pack availability of a daily average sale:-
(B) Packs Pepsi Coca-Cola
(a) 200ml (i) (i)
(b) 300ml (ii) (ii)
(c) 500ml (iii) (iii)
(D) 2000ml (IV) (IV)
(E) Aquafina/Kinley (v) (v)
5. Types of Status:
6. Retailer satisfaction equipment:
(71)
(i) Which company provides better scheme (V.C\O.Y.A)?
(a) Pepsi (b) Coke (c) Both (d) None
7. Retailer satisfaction scheme:
(iii) Which company provides better option for marketing scheme?
(a) Pepsi (b) Coke (c) Both (d) non
8. Regular satisfaction relationship:
(iii) Which company officer provides better solutions?
(a) Pepsi (b) Coke (c) Both (d) None
9. Problem (if any):
10. Suggestion (if any):
1, REGARDING OUTLETS
A- OUTLET ADDRESS:
B- CONTACT NO:-
C- STATUS (a) Share (b) Monopoly
D- LEADING BRAND
(a)Thums up (b) Coke (c) Sprite (d) Limca (e) Fx (f) Maaza
E- LEADING PACK IN M.L.

(a) 200 (b) 250 (c) 300 (d) 600 (e) 2000
F- OUTLET CATEGORY
(a) E & D (b) CON (c) GROSSERY
G- OUTLET CHANNEL
(A)-BRONZE (B)-SILVER (C) GOLD (D) DIMOND
2, INCOME GROUP
LEVELS
(72)
(A) HIGH (B) MEDDLE LEVEL (C) HIGH LEVEL
11. FILLING STATUS

(A) COKE (B) PEPSI.
12. EMPTY STATUS

(A) COKE (B) PEPSI.
13. STOKE PET 600\2000ml BOTTEL

(A) COKE (B) PEPSI.
14. SGA STATUS VCC/CC IN

(A) COKE (B) PEPSI.
15. SALES PER DAY

(A) COKE (B) PEPSI.
16. VOLUME 2006\2007 IN COKE
17. RATIO BETWEEN

(A)DEW (B) SPRITE
RETAILOR ‘S SIGNATURE
(73)

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A RESEARCH REPORT ON

“STUDY OF THE RED CONCEPT AND MARKET

HINDUSTAN COCA-COLA MARKETING

Submitted in fulfillment for the award of Master of Business Administration

UNDER THE GUIDANCE OF

Submitted To: Submitted By

MR. VIVEK KR. SINGH AKHIL KUMAR

AZAD INSTITUTE OF ENGINEERING AND TECHNOLOGY,

2. Profile of Coca-Cola India Limited 8

2.1 Core brands in India 12-16

2.2 Advertisement and Punch lines 17-18

2.3 Fabulous facts about Coca cola 19-20

2.4 History of Coca-Cola 21-24

2.5 Coca-Cola India – our Vision, Mission 26

2.6 Strategy Adopted coke 27

2.7 Marketing mix 28

2.8 Awards achieved by coca-cola 30

2.11 Carbonated Soft Drink in India. 33

2.9 CSD in Indian Scenario. 35

3.1 Objective of study 39

3.2 Research Methodology 40

3.2 Sampling Area 41

4. Data sorting, Analysis & Interpretation 42-49

5. Brand Wise Market Share. 50-61

5. Facts & Findings 63-65

7. Suggestions and Recommendations 69

 I take it a matter of great pleasure to submit my research “Analyzing the

 At last I am thankful to the library of the institution for providing me

 Thanks again to every body.

a big share in the soft drink market.

price and Pepsi emphasized on advertising.

taskforce, poor quality control etc.

From a cheap imitator of Coke into a class on soft drink manufacturer.

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

Sprite: In 1961, a citrus-flowered drink made its U.S debut, using

Fanta : The name “fanta “ was first registered as a trademark in Germany in

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in

BRANDS WIH ITS LOGO

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1942 - Its the Real Thing.

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - Its the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life.

1982 - Coke Is It.

1986 - Catch The Wave.

1989 - You Can’t 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.

2001 - Jo Chaho Ho Jai Coca Cola Enjoy

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

2. Coca-cola is one of the world’s most recognizable trademarks

The coca-cola company reintroduced coca-cola in India on October 23,

The coca-cola company received approval from the government in July