a project on coke

8/6/2019 A Project on Coke

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A PROJECT REPORT ON

STUDY OF MARKET SURVEY REPORT TOWARDS

COCA-COLA

FOR JAIPUR (RAJASTHAN)

A report submitted to Delhi Business School, New DelhiAs a part fulfillment of MBA+Post Graduate Program(Industry Integrated) Entrepreneurship & Business.

Submitted to: Submitted By:Director Academics Kailash Chand GhoshliyaDelhi Business School Roll No: DBS/0810/W155

New Delhi Batch: 2008-2010Semester: 1st

University: PTU

Internal guide:Faculty: Mr. Kavindra SinghDelhi Business SchoolNew Delhi

Delhi Business SchoolB-II/58, M.C.I.E., Mathura Road, New Delhi

Website:www.dbs.in

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Declaration

I do hereby declare that the project entitled MARKET SURVEY,

A study of MARKET SURVEY is an original piece of work done by me

and has not previously formed the basis for award of any degree;

diploma or similar other title in full or part.

Place:

Date: KAILASH CHAND GHOSHLIYA

DELHI BUSINESS SCHOOL

NEW DELHI.

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ACKNOWLEDGEMENT

At the very outset, I would like to take the golden opportunity of thanking those

persons without whose guidance, co-operation, inspiration and suggestion it

would have been impossible for me to accomplish the project successfully.

First of all I would like to thank Mr.ARBIND PAUL SINGH, Area General

Manager Rajasthan, for his kind guidance and necessary support during the study.

I also take this opportunity to extend my heartfelt gratitude to others who directly

or indirectly helped me, by providing me necessary information required for

successful completion of the project.

Kailash chand Ghoshliya

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PREFACE

The study was carried out in order to know about the attitude of the outletowner Jaipur towards the Coca-Cola.

COCA-COLA is the organized company. Coca-cola is one of fastest

growing company groups in India. Its outlets have almost all price ranges. The

outlet has over 70,000 products range which fulfills all your thirst needs, and can

be available at everywhere.

The project report has been divided into 4 basic sections. In Section-A, anintroduction regarding the project and organizational profile is included. Section-

B deals with the project in detail. In Section-C Research Methodology adopted

for the study with data analysis and data interpretation is discussed and Section-D

deals with major findings, recommendations/suggestions and conclusions of the

study.

The techniques used in the project for analysis is very simple and easy one.

The samples are collected as per the requirement of the study. Then the result has

been discussed on the basis of interpretation of the findings in the light of the

project study.

The project is primarily intended to carry out a study on the market survey

towards Coca-Cola and finally to know about the various attributes which

influence an outlet owner while joining as a franchisee under coca-cola.

Kailash chand Ghoshliya.

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EXECUTIVE SUMMARYProject Title: To study the market survey towards coca cola.Name of the organization: Hindustan coca cola beverages pvt. Ltd.Place of the work: Jaipur (Rajasthan).Organizational Guide: Mr.Arbind Paul Singh.Duration: 26th May 25th July2008

Major Objectives:

To study the attitude of outlet owner about coca cola.To study of the perfect market for coca cola.To analyze market condition of the outlet owners about market share of cocacola in comparison to competitors (Pepsi).To approach to the big shop owner for be a part of Coca-cola as a franchisee.

Research Methodology: Research Design-Exploratory study.(Survey research).

Sample Size: ( I have taken the sample size 120 shops from Jaipur for thesimplicity of my study)

SWOT ANALYSIS:

Major Findings:

a) It has been known that in Jaipur maximum are middle class people.

b) There are 8 University and 150 colleges in Jaipur city. (Including privateand government) .Some of the well known colleges is Poddar institute ofmanagement, university of Rajasthan college.

1. Recommendation:For Jaipur :

It has been seen that visibility of less and advertisements are quite less in

comparison to other popular soft drink companies like Pepsi. We all know that

advertisement creates the base of a brand for it to survive in the competitive

market. Advertisement of different schemes should be done in a unique way so

that the message reaches the target customers and induce them buy the product.

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Conclusion: The study of the market scenario of JAIPUR is an attempt to carry

out a comparative study between the organized coca-cola outlets with the

unorganized sector in the city.

CONT

ENTS

CONTENTS PAGE NO.

Declaration

Acknowledgement

Preface

Executive Summery

Section-A: A.1 INTRODUCTION

A.2 ORGANIZATIONAL PROFILE:

A.3 ABOUT COCA-COLA

A.4 PRODUCT QUALITY

A.5 MARKETING STRATEGY

SECTION-B: B.1 TITLE OF THE PROJECT

B.2 MARKET FOR PROJECT STUDY

B.3 OBJECTIVES OF THE STUDY

B.4 SIGNIFICANCE/NEEDS OF THE

STUDY

B.5 SCOPE OF THE STUDYB.6 LIMITATIONS OF THE STUDY

SECTION-C: RESEARCH METHODOLOGY

I. RESEARCH DESIGN

II. EXPLORATION OF DOCUMENTS

III. DATA COLLECTION TOOLS

IV .SAMPLING DESIGN AND SAMPLE SIZE

V. DATA ANALYSIS AND INTERPRETATIONS

SECTION-D: D.1 FINDING OF THE SURVEY (MIS

REPORT)

D.2 SUGESTIONS/RECOMMENDATIONS

D.3 CONCLUSIONS

BIBLIOGRAPHY:

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SECTION - A

A.1 INTRODUCTION

Coca cola is the fastest growing soft drink chain of India. Coca-Cola is a type ofcarbonated soft drink produced by The Coca-Cola Company. Popularly known asthe Coke, this drink was intended as a medicine after John Pemberton invented itin the late 19th century. Businessperson Asa Griggs Candler is the oneresponsible for the Coke's rise to fame. The Coca-Cola Company produces theconcentrate for the Coca-Cola drink, which is then sold to various licensed Coca-Cola bottlers throughout the world. The company also sells concentrate forfountain sales to major restaurants and food service distributors. In March 2003, amessage from Coca-Cola's global headquarters in Atlanta, United States, created alot of excitement in the Indian subsidiary. Coca-Cola India (CCI), had beenawarded the Woodruff award for outperforming the dozen-odd emerging markets

of Coca-Cola worldwide in growth and profitability during 2002. The comebackwas remarkable for the global cola major. In January 2000, the company hadstated that its investment in India had yielded disappointing returns.

The company had invested $800 million in its Indian operations since its reentryin India. From causing a dent in the parent's bottom line to winning the

prestigious Woodruff award, CCI seemed to have come a long way.

CCI was also a major sourcing point for its global operations. Apart from product

brands, the company was also a major supplier of commodities and materials likesugar, coffee, PET bottles, recycled glass bottles, crowns, labels and caps to itsglobal operations. It was only in India that Coca-Cola had a mix of its own

bottling facilities and arrangements with independent bottlers. CCI had 27 ownedunits, 17 franchisee units, and 22 co-packers.

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A.2 ORGANIZATIONAL PROFILE

I.ABOUT COCA COLA

The trademark Coca-Cola name and script was registered with the US Patent andTrademark Office in 1893.The Coca-Cola Company (Coca-Cola) is a leadingmanufacturer, distributor and marketer of non-alcoholic beverage concentrates

and syrups, in the world. The companys beverage products are sold in more than200 countries worldwide. More than 60% of Coca-Colas products are sold outsidethe US. The company owns or licenses more than 400 brands, including diet andlight beverages, waters, juice and fruit drinks, different varieties of tea and coffee,and energy and sports drinks.

Access all the important information and analysis on the company in a singlereportUnderstand companys strengths, weaknesses, opportunities and threats along

with business strategy and value chainGain access to companys adjusted five year financial data along with key ratiosand market capitalization

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How it all begin

1798 The term "soda water" first coined.

1810 First U.S. patent issued for the manufacture of imitation mineral waters.

1819 The "soda fountain" patented by Samuel Fahnestock.

Until the 1960s, it was common for both small town and big city dwellers toenjoy carbonated beverages at local soda fountains and ice cream saloons. Oftenhoused together with a pharmacy, the soda fountain counter served as a meeting

place for people of all ages. However, the popularity of soda fountains declinedwith the introduction of fast foods, commercial ice cream, bottled soft drinks, andrestaurants.

The term "soda water" was first coined in 1798.

In 1810, the first U.S. patent was issued for the mass manufacture ofimitation mineral waters to inventors, Simons and Rundell ofCharleston, South Carolina.

The first soda fountain patent was granted to Samuel Fahnestock in1819.

In 1858, G.D. Dows invented and operated the first marble sodafountain, which he patented in 1863.

In 1883, James Tufts patented a soda fountain, which he called theArctic. Tufts went on to become a huge soda fountain manufacturer.

On January 25, 1870, Gustavus Dows patented a more advanced and

modern form of the soda fountain. In October of 1874, Robert Green created the first ice cream soda.

In 1903, a revolution in soda fountain design took place with thefront service fountain patented by Doctor Heisinger.

1835 The first bottled soda water in the U.S.

1850 A manual hand & foot operated filling & corking device, first used forbottling soda water.

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1851 Ginger ale created in Ireland.

1861 The term "pop" first coined.

1874 The first ice-cream soda sold.

1876 Root beermass produced for public sale.

Charles Hires was a Philadelphia pharmacist who according to his biographydiscovered a recipe for a delicious herbal tea while on his honeymoon. The

pharmacist began selling a dry version of the tea mixture and also began workingon a liquid version of the same tea. The result of was a combination of overtwenty-five herbs, berries and roots that Charles Hires used to flavor a carbonatedsoda water drink. The Charles Hires' version of the root beer beverage was firstintroduced to the public at the 1876 Philadelphia Centennial exhibition.

The Hires family continued to manufacture root beer and in 1893 first sold anddistributed bottled root beer. Charles Hires and his family certainly contributedgreatly to the popularity of modern root beer; however, the origins of root beercan be traced further back in history.

Root beer has its origins in what is referred to as "small beers." Small beers are acollection of local beverages (some alcoholic, some not) made during colonialtimes in America from a variety of herbs, barks, and roots that included: birch

beer, sarsparilla beer, ginger beer and root beer. Ingredients in early root beersincluded allspice, birch bark, coriander, juniper, ginger, wintergreen, hops,

burdock root, dandelion root, spikenard, pipsissewa, guaiacum chips, sarsaparilla,spicewood, wild cherry bark, yellow dock, prickly ash bark, sassafras root*,vanilla beans, hops, dog grass, molasses and licorice. Many of these ingredients

are still used in root beer today along with carbonation. There is no one recipe.

Another famous brand of root beer is A & W Root Beer, now the number oneselling root beer in the world. A & W Root Beer was founded by Roy Allen, who

began marketing root beer in 1919.

*In 1960, the U.S. Food and Drug Administration banned sassafras as a potentialcarcinogen, however, a method was found to remove the oil from sassafras. Onlythe oil is considered dangerous. Sassafras is one of the main ingredients in root

beer.

1881 The first cola-flavored beverage introduced.

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1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.

In 1885, in Waco, Texas, a young pharmacist called Charles Alderton inventedthe soft drink "Dr Pepper".

Alderton worked at a place called Morrison's Old Corner Drug Store andcarbonated drinks were served at the soda fountain. Alderton invented his own

Recipes for soft drinks and found one of his drinks was becoming very popular.

His customers originally asked for the drink by asking Alderton to shoot them a"Waco".

Morrison, owner of the drug store is credited with naming the drink "Dr Pepper"after a friend of his, Dr. Charles Pepper. Later in the 1950s the period wasremoved from the "Dr Pepper" name.

As demand grew Alderton and Morrison had trouble manufacturing enough "DrPepper" for their customers. Then in stepped, Robert S. Lazenby, Lazenby owned

The Circle "A" Ginger Ale Company in Waco and was impressed with "DrPepper". Alderton did not want to pursue the business and manufacturing end ofsoft drinks and agreed that Morrison and Lazenby should take over and become

partners.

In 1891, Morrison and Lazenby formed the Artesian Mfg. & Bottling Company,which later became the Dr Pepper Company.

In 1904, the company introduced Dr Pepper to 20 million people attending the

1904, World's Fair Exposition, in St. Louis. That same world's fair introducedhamburger and hot dog buns and ice cream cones to the public.

The Dr Pepper Company is the oldest major manufacturer of soft drinkconcentrates and syrups in the United States.

1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia.

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist

from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in athree legged brass kettle in his backyard. The name was a suggestion given byJohn Pemberton's bookkeeper Frank Robinson.

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Being a bookkeeper, Frank Robinson also had excellent penmanship. It was hewho first scripted "Coca Cola" into the flowing letters which has become thefamous logo of today.

The soft drink was first sold to the public at the soda fountain in Jacob'sPharmacy in Atlanta on May 8, 1886.

About nine servings of the soft drink were sold each day. Sales for that first yearadded up to a total of about $50. The funny thing was that it cost John Pemberton

over $70 in expanses, so the first year of sales were a loss.

Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine aswell as the caffeine-rich kola nut.

Asa Candler

In 1887, another Atlanta pharmacist and businessman, Asa Candler bought theformula for Coca Cola from inventor John Pemberton for $2,300. By the late1890s, Coca Cola was one of America's most popular fountain drinks, largely dueto Candler's aggressive marketing of the product. With Asa Candler, now at thehelm, the Coca Cola Company increased syrup sales by over 4000% between1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's successand by the turn of the century, the drink was sold across the United States andCanada. Around the same time, the company began selling syrup to independent

bottling companies licensed to sell the drink. Even today, the US soft drinkindustry is organized on this principle.

Death of the Soda Fountain - Rise of the Bottling Industry

Until the 1960s, both small town and big city dwellers enjoyed carbonated

beverages at the local soda fountain or ice cream saloon. Often housed in the drugstore, the soda fountain counter served as a meeting place for people of all ages.Often combined with lunch counters, the soda fountain declined in popularity as

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commercial ice cream, bottled soft drinks, and fast food restaurants becamepopular.

New Coke

On April 23, 1985, the trade secret "New Coke" formula was released. Today,products of the Coca Cola Company are consumed at the rate of more than onebillion drinks per day.

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1892 William Painter invented the crown bottle cap.

1898 "Pepsi-Cola" is invented by Caleb Bradham.

Caleb Bradham of New Bern,North Carolina was a pharmacist. Like manypharmacists at the turn of the century he had a soda fountain in his drugstore,where he served his customers refreshing drinks, that he created himself. His most

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popular beverage was something he called "Brad's drink" made of carbonatedwater, sugar, vanilla, rare oils, pepsin and cola nuts.

"Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola in1898 after the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradhamwisely bought the trade name "Pep Cola" for $100 from a competitor from

Newark, New Jersey that had gone broke. The new name was trademarked onJune 16th, 1903. Bradham's neighbor, an artist designed the first Pepsi logo andninety-seven shares of stock for Bradham's new company were issued.

After seventeen years of success, Caleb Bradham lost Pepsi Cola. He hadgambled on the fluctuations of sugar prices during W.W.I, believing that sugar

prices would continue to rise but they fell instead leaving Caleb Bradham with anoverpriced sugar inventory. Pepsi Cola went bankrupt in 1923.

In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president,Charles G. Guth who reformulated the popular soft drink. Guth struggled to makea success of Pepsi and even offered to sell Pepsi to the Coca-Cola company, whorefused to offer a bid.

In 1940, history was made when the first advertising jingle was broadcast

nationally. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola thatreferred 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 1964, Diet Pepsi was introduced.

1899 The first patent issued for a glass blowing machine, used to produce glassbottles.

1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles.

1919 The American Bottlers of Carbonated Beverages formed.

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1920 The U.S. Census reported that more than 5,000 bottlers now exist.

Early 1920's the first automatic vending machines dispensed sodas into cups.

Vending (or "automatic retailing" as it is increasingly known) has a long history.The Greek mathematician Hero seems to have got the ball rolling in 215BC, whenhe invented a machine to vend holy water in Egyptian temples." - AutomaticVending Association

Coin-operated Vending Machines

During the early 1880s, the first commercial coin-operated vending machineswere introduced in London, England and dispensed post cards. English publisherand bookshop owner, Richard Carlisle invented a vending machine for selling

books, around the same time.

In 1888, the Thomas Adams Gum Company introduced the very first vending

machines to the United States. The machines were installed on the elevatedsubway platforms in New York City and sold Tutti-Fruiti gum. In 1897, thePulver Manufacturing Company added animated figures to its gum machines as

an added attraction. The round candy coated gumball and gumball vendingmachines were introduced in 1907.

Coin-operated Restaurants

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Vending machines soon offered everything including; cigars, postcards, stamps,etc. In Philadelphia, a completely coin-operated restaurant called Horn & Hardartwas opened in 1902 and stayed opened until 1962.

Sodas & Cigarettes in Vending Machines

In the early 1920's, the first automatic vending machines started dispensing sodasinto cups. In 1926, an American inventor named William Rowe invented thecigarette vending machine.

1923 Six-pack soft drink cartons called "Hom-Paks" created.

1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7 up". Invented by Charles Leiper Greg.

Charles Leiper Grigg was born in 1868 in Price's Branch, Missouri. As an adult,Grigg moved to St. Louis and started working in advertising and sales, where hewas introduced to the carbonated beverage business.

By 1919, Charles Leiper Grigg was working for a manufacturing company ownedby Vess Jones. It was there that Grigg invented and marketed his first soft drinkcalled "Whistle".

After a dispute with management, Charles Leiper Grigg quit his job (giving away"Whistle") and started working for the Warner Jenkinson Company, developingflavoring agents for soft drinks. Grigg invented then his second soft drink calledcalled "Howdy". When he eventually moved on from Warner Jenkinson Co., he

took his soft drink "Howdy" with him.

Together with financier Edmund G. Ridgway, Grigg went on to form the HowdyCompany. So far, Grigg had invented two orange-flavored soft drinks. But his

soft drinks struggled against the king of all orange pop drinks, "Orange Crush"."Orange Crush" grew to dominate the market for orange sodas.

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Charles Leiper Grigg decided to focus on lemon-lime flavors and and by inOctober of 1929 he had invented a new drink called, "Bib-Label LithiatedLemon-Lime Sodas".

The name was quickly changed to 7 Up Lithiated Lemon-Lime" and then again

quickly changed to just plain 7up.

7up merged with "Dr Pepper" in 1986.

1934 Applied color labels first used on soft drink bottles, the coloring was bakedon the face of the bottle.

1952 The first diet soft drink sold called the "No-Cal Beverage" a gingerale soldby Kirsch.

1957 The first aluminum cans used.

1959 The first diet cola sold.

1962 The pull-ring tab first marketed by the Pittsburgh Brewing Company ofPittsburgh, PA. The pull-ring tab was invented by Alcoa.

1963 The Schlitz Brewing Company introduced the "Pop Top" beer can to thenation in March, invented by Ermal Fraze of Kettering, Ohio.

1965 Soft drinks in cans dispensed from vending machines.

1965 The resealable top invented.

1966 The American Bottlers of Carbonated Beverages renamed The National SoftDrink Association.

1970 Plastic bottles are used for soft drinks.

1973 The PET (Polyethylene Terephthalate) bottle created.

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1974 The stay-on tab invented. Introduced by the Falls City Brewing Company ofLouisville, KY.

1979 Mello Yello soft drink is introduced by the Coca Cola Company ascompetition against Mountain Dew.

Coca-Cola reentered India in 1993, after having withdrawn from the country inthe late 1970s, in the wake of the Foreign Exchange Regulation Act (FERA) of1973. Coca-Cola's reentry was driven both by competitive factors and thecompany's own global plans. Global rival Pepsi had entered India in 1990 and by1993 had captured a 25% market share. Coca-Cola could not stay behind.

Coca-Cola's exit from the country in 1977, after a 25-year presence, had beendiscordant. Following the introduction of FERA, the Reserve Bank of India (RBI)asked multinationals operating in non-strategic industries like consumer goods toreduce their equity stake to 40% or below. Coca-Cola offered to hold 40% equityin its bottling and distribution units, but refused to dilute equity in its technicaland administrative unit. As the FERA regulations did not permit more than a 40%holding in all operations, the company decided to wind up its Indian operations.

II.PRODUCT QUALITY: -

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At The Coca-Cola Company, our commitment to providing top-quality productsto the marketplace is our highest business objective and our enduring obligation.Keeping our quality promise more than a billion times a day requires consistentexecution -- by us, our bottling partners, our distributors and our retailers.

Keeping that promise also requires the Coca-Cola system to keep pace with new

regulations, industry best practices, marketplace conditions and ever-increasingcustomer and consumer expectations. We ensure the quality and safety of our

beverages through The Coca-Cola Quality System - Evolution 3 (the thirditeration) (TCCQS), our integrated approach to managing quality, environment,health and safety. By periodically evolving our quality management system, weensure that TCCQS:

2. Embodies the most up-to-date, stringent manufacturing practices ... becauseCoca-Cola is a symbol of quality.

3. Focuses on customer and consumer satisfaction ... because Coca-Cola iscustomer and consumer satisfaction.4. Provides a framework for safety and environmental stewardship ... becauseCoca-Cola is a responsible citizen of the world.

Coca-Cola Quality System

The Coca-Cola Quality System (TCCQS) is our branded quality managementsystem. Developed by a global, cross-functional team and endorsed by seniormanagement of The Coca-Cola Company along with our top bottling partners, itis the framework around which the Coca-Cola system coordinates and guides itsactivities, drives continuous improvement and relentlessly strives for quality ineverything we do.

This third evolution of TCCQS supports the four principles of our corporatecitizenship framework -- providing quality in the marketplace, enriching the

workplace, strengthening the community and preserving the environment. Thequality system reflects our integrated approach to managing quality, theenvironment, and health and safety.

Systems & Expectations

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Four publications govern the management of our activities regarding quality,environment and safety. The Quality Management System Standard,

Environmental Management System Standard, and Safety Management SystemStandard are aligned against the same 14 Elements that guide our managementroutines in these key areas. The Supplier Expectations publication plays a criticalrole in managing our upstream quality efforts by enabling our suppliers toconsistently deliver against one well-defined set of expectations.

International Standards

SGS-ICS (Socit Gnrale de Surveillance - International Certification Services)and LRQA (Lloyd's Register Quality Assurance), internationally recognizedregistrars, benchmarked TCCQS - Evolution 3 against quality (ISO 9001:2000),environmental (ISO 14001:1996), and occupational health and safety (OHSAS18001:1999) standards. They found that TCCQS - Evolution 3 meets therequirement of all three standards.

TCCQS - Evolution 3 was constructed with the intent of embodying themanagement system requirements of the Global Food Safety Initiative (GFSI)Guidance Document, Third Edition January 2003:(Part II) - Requirements for aconforming Food Safety Standard (Key Elements), and to stay current with themost stringent, up-to-date global requirements governing food safety.

Marketplace

When you purchase a Coca-Cola product, you count on its quality. We marketmore than 450 brands and over 2,800 beverage products in more than200 countries, giving our consumers a choice of still or sparking

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beverages that refresh, hydrate, energize or nourish. Each of thoseproducts must be of the highest quality and must meet consumers'changing tastes, needs and expectations.

In each of the more than 200 countries where we operate, we are an activemember of the business community, working hand in hand with local individuals,

merchants and governments to improve the health and prosperity of the localeconomy and environment. We know that the continued health and sustainablegrowth of our business depends on the long-term health of the communities thatsurround it. We must be profitable in order to sustain our investment incommunities around the world. After all, we need healthy consumers,communities, environments and economies for our business to thrive. And, those

consumers and communities depend on businesses like ours to strengthen localeconomies and invest in social and environmental programs to help theircommunities grow.

III.MARKETING STRATEGY: -

After re-entering India in 1993, Coca Cola has invested $800 million. For a long

time operations were unprofitable, but now, Coke India has turned around. Thecase revolves around Coke's marketing strategy in India. Coke has broken itsmarket into different clusters.

To reach its 300 million consumers, Coke distributes its products in over 700,000retail outlets. In its advertising campaigns, the company uses popular film starslike Aamir Khan, Rani Mukherjee, Chiranjeevi and Simran to lure the masses.Coke also uses various innovative promotion schemes. The case discusses indepth Coke's products, its advertising campaigns and the famous taglines and how

it is targeting both rural and urban markets in India.

The Coca-Cola Company is the worlds leading manufacturer, marketer, anddistributor of nonalcoholic beverage concentrates and syrups. Its worldheadquarters is based in Atlanta, Georgia. The company and its subsidiariesemploy nearly 31,000 people around the world. The Coca-Cola Companymanufactures syrups, concentrates and beverage bases for Coca-Cola, the

companys flagship brand, and also produces over 230 other soft-drink brandssold by and its subsidiaries in nearly 200 countries around the world.

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Some of Coca-Colas latest domestic marketing strategies include Cokedominating fountain sales. Thousands of consumers visit fast-food restaurantsevery day and Coke feels that it is very important to have the consumer see anddrink their product at such chains as McDonalds, Burger King, and DominosPizza.

Coca-Cola is also testing a new plastic cup in the famous Coca-Cola contou

. . .They are also coming out with a new curved can.

Coca-Cola and One 2 One are teaming up for a promotion called, collect andConnect. According to consumer specialist, Robert Bertini, ?the cans stand out onthe shelves and are fun to hold. Cokes? logo has become a widely known at musicand sports events. They will reintroduce its? Winning commemorative Coca-Cola

classic bottles featuring the members of the Coca-Cola Racing Team. The phoneand service can be altered but Coke will use the text messaging service to informcustomers of new promotions.

Coca-Cola has also signed a three year deal with AOL valued at 100 milliondollars linking packaging and promotional activities from the retail shelves tocyberspace.

SECTION B

THE PRESENT STUDY:

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B.1 TITLE OF THE STUDY: To study about soft drinks market scenario of

COCA-COLA (with special reference to Jaipur city.)

B.2. MARKET FOR THE PROJECT:

The study has been carried out under HINDUSTHAN COCA-COLA

BEVRRAGES PVT. LTD.. I carried out my project within JAIPUR CITY

$Capital of Rajasthan state where target segments are outlet owners be a part of

coca-cola as a franchisee.

B.3. OBJECTIVE OF THE STUDY:

. The objectives are given below:

To study the attitude of outlet owner about vishal coca-cola.To study of the perfect market for coca-cola.To analyze market condition of the outlet owners about new revolution of softdrinks.To approach to the big outlet owner for be a part of coca-cola as a franchisee.

B.4. SIGNIFICANCE/NEEDS OF THE PROJECT:

This project was undertaken as a part of organization learning for MBA

students to understand assigned in order to analyze the, market scenario of

COCA-COLA with special reference to Pinkcity Jaipur. This project also helps

coca-cola in taking their corporate decision.

This project would also help COCA-COLA to recognize the main strength

and weaknesses and would also help to increase its customers base by adopting a

better marketing strategy

The findings and recommendation of the project would prove to be very vital

from the point of COCA-COLA and would help them to increase thepopularization of their products and brands in manifold

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24


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B.5 SCOPE OF THE PROJECT:

5. Through the project work COCA-COLA can take a better knowledge about

the soft drinks market scenario and perception of the brands of COCA-

COLA in the customers eyes as compared to other brands.

B.6 LIMITATION OF THE STUDY

The main limitation of the study is as follows:-

a. Time Period: The time span for such a project was too small i.e. 2months when such large areas needed to be covered.

b. Place: Only certain areas where the target market was in hugepopulace that the project has been implemented; where as there arestill many more untapped markets in Jaipur.

c. Human Resource: The project had only 2 people to cover all theregions. This is almost of an impossible task when a project of suchmagnitude needs to be implemented.

SECTION C

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C1. RESEARCH METHODOLOGY:

In order to know the soft drink market scenario of Jaipur City with special

reference to COCA-COLA one set of Questionnaires were administered to the

outlet Owners as directed by the organization.

RESEARCH DESIGN: In order to understand the likings of the people (outlet

owner) which is the most important to study the soft drinks market scenario, a

exploratory (survey research) is carried on.

II. EXPLORATION OF DOCUMENT:- Exploration of documents or survey of

documents will be made from various sources like Magazine, Annual report of

VMM, websites of VMM .

III. Data Collection through Questionnaire:- Primary data have been collected

personally from the respondents through questionnaire. The respondent includes

outlet owners of Jaipur City. The respondents have been asked to fill up the

questionnaire and more over data collection process also includes oral interview.

IV.Sampling Design & Sampling Size:- The elements of research of population

or universe of interest are the peoples choice about the soft drink market scenario.

The sample size of the study consists of samples, out of which 120 are from

Jaipur City.

V.DATA ANALYSIS AND INTERPRETATION

GROUP: -A

The various no. of shops fall in coca-colas different category

Its divided in to two parts in group A, B and C.

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In group A, We have to analyses about grocery shop and in group B, We have to

analyses about Eating and Drinking and in group C, we have to study about

Convenience shop.

Areas Covered under the study:-

Table-1

S.N. Type of Shop No. of

Shop

1. Grocery 40

2. Eating and

Drinking

30

3. Convenience 50

Graphically we can represent as follows:

Grocery:33%

Eating&Drinking:25%Convenience:42%

A Survey report is as bellow: -

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Name

of

Outlet

Mkt.

Share of

Coca-

cola

Avail

abilit

y of

coca-

cola

Brands of coca-

cola

Avail

abilit

y

Of

Pepsi

Avai

labili

ty

Of

Other

Prod

uct

Most

Demand

ed

Brand

ofcoke

Most

Demand

ed

Brand

ofPepsi

Position

of

Banner

Note

Vishal

Pan

Bhand

-ar

Barka

t

Nagar

Jaipur

60% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes Yes 1.Coke

2.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.rate

list

4.Road

side

stand

Ban

ners

are

cove

red

by

other

bran

ds

AmitPan

wala

Barka

t

Nagar

Jaipur

55% Yes 1.coca-cola2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Kinley Water

Yes No 1.Mazza2.Mazza

Frooti

-

1.Shopsignage

2.Shelf

Display

3.Road

side

stand

4.Rate

list

Company

Free

ze

posit

ion is

not

prim

e

VISH 50% Yes 1.coca-cola Yes Yes 1.Coke 1.Pepsi 1.Shop Ban

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ANU

Pan

bhand

ar

Barkat

Nagar

Jaipur

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza7.Minute maid

8.Bonaqua

Water

9.Kinley Water

2.Mazza 2.Mirin

da

signage

2.Shelf

Display

3.Road

side stand

4.Rate

list

ners

are

cove

red

byother

bran

ds

Pappu

pan

Wala

barka

t

Nagar

Jaipur

45% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

Yes No 1.limca

2.Mazza

1.7UP

2.Pepsi

3.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.rate

list

Ban

ners

are

cove

red

by

other

bran

ds

Gopi-

Kishan Pan

Bhand

-ar

Barka

t

Nagar

Jaipur

40% Yes 1.coca-cola

2.coke3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes Yes 1.Coke

2.Mazza

1.Pepsi

2.Mirinda

1.Shop

signage2.Shelf

Display

3.Road

side

stand

4.Rate

list

Ban

nersare

cove

red

by

other

bran

ds

Mama

Pan

Bhand

48% Yes 1.coca-cola

2.coke

3.sprite

Yes Yes 1.Sprite

2.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Ban

ners

are

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-ar

Barka

t

Nagar

Jaipur

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.BonaquaWater

9.Kinley Water

Display

3.Road

side

stand

4.Ratelist

cove

red

by

other

brands

Amit

Pan

wala

Barka

t

Nagar

Jaipur

100% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

No No 1.Sprite

2.Mazza

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.Rate

list

Com

pany

Free

ze

posit

ion is

prim

e

Jitend

er Pan

walaBarka

t

Nagar

Jaipur

55% Yes 1.coca-cola

2.coke

3.sprite4.Limca

5.Fanta

6.Mazza

7.Kinley Water

Yes No 1.Mazza

2.Mazza

Frooti

-

1.Shop

signage

2.ShelfDisplay

3.Road

side

stand

4.Rate

list

Com

pany

Freeze

posit

ion is

prim

e

Rajen

der

Pan

35% Yes 1.coca-cola

2.coke

3.sprite

Yes Yes 1.Mazza

2.Mazza

Frooti

1.Pepsi

2.Thums

up

1.Shop

signage

2.Shelf

Com

pany

Free

30

30


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Raja

Park

Jaipur

4.Limca

5.Fanta

6.Mazza

7.Kinley Water

- Display

3.Road

side

stand

ze

posit

ion is

prim

eKulde

ep

Pan

Wala

Raja

Park

Jaipur

35% Yes 1.coca-cola

2.coke

3.ThumsUp

4.sprite

5.Limca

6.Fanta

7.Mazza

8.Kinley Water

9.Bonaqua

Water

Yes Yes 1.Mazza

2.Mazza

Frooti

1.Pepsi

2.Thums

up

-

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.Rate

list

Com

pany

Free

ze

posit

ion is

prim

e

Lalu

Pan

Wala

Raja

ParkJaipur

49% Yes 1.coca-cola

2.coke

3.ThumsUp

4.sprite

5.Limca6.Fanta

7.Mazza

8.Kinley Water

9.Bonaqua

Water

Yes No 1.Mazza

2.Mazza

Frooti

1.Pepsi

2.Thums

up

-

1.Shop

signage

2.Shelf

Display

3.Roadside

stand

4.Rate

list

5.Hange

r

Display

Com

pany

Free

ze

position is

prim

e

Abhay

Pan

Bhand

-ar

42% Yes 1.coca-cola

2

3.coke

4.sprite

Yes Yes 1.Coke

2.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

Ban

ners

are

cove

31

31


32/46

Barka

t

Nagar

Jaipur

5.Limca

6.Fanta

7.Mazza

8.Minute maid

9.BonaquaWater

10.Kinley

Water

3.Rate

List

4.Road

side

stand

red

by

other

bran

ds

Sawan

Pan

Bhand

-ar

Barka

t

Nagar

Jaipur

44% Yes 1.coca-cola

2

3.coke

4.sprite

5.Limca

6.Fanta

7.Mazza

8.Minute maid

9.Bonaqua

Water

10.Kinley

Water

Yes Yes 1.Coke

2.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.Rate

List

Com

pany

Free

ze

posit

ion is

prim

e

Pooja

Pan

Bhand

-ar

Barka

t

Nagar

Jaipur

90% Yes 1.coca-cola

2

3.coke

4.sprite

5.Limca

6.Fanta

7.Mazza

8.Minute maid

9.Bonaqua

Water

10.Kinley water

No Yes 1.Coke

2.Mazza

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.Rate

List

Com

pany

Free

ze

posit

ion is

prim

e

Amit

juice

centre

Tonk

phata

54% Yes 1.coca-cola

2.Thums Up

3.coke

4.sprite

5.Limca

Yes Yes 1.Coke

2.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

Com

pany

Free

ze

posit

32

32


33/46

k

Jaipur

6.Fanta

7.Mazza

8.Minute maid

9.Bonaqua

Water10.Kinley

Water

side

stand

4.rate

List

ion is

prim

e

Sonia

juice

centre

Prem

Gali

Jaipur

54% Yes 1.coca-cola

2

3.coke

4.sprite

5.Limca

6.Fanta

7.Mazza

8.Minute maid

9.Bonaqua

Water

10.Kinley

Water

Yes Yes 1.Coke

2.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.Hange

r

Display

6.Rate

List

Com

pany

Free

ze

posit

ion is

prim

e

Seemajuice

centre

Prem

Gali

Jaipur

46% Yes 1.coca-cola2.Thums Up

3.coke

4.sprite

5.Limca

6.Fanta

7.Mazza

8.Minute maid

9.Bonaqua

Water

10.Kinley water

Yes Yes 1.Coke2.Mazza

1.Pepsi2.Mirin

da

1.Shopsignage

2.Shelf

Display

3.Road

side

stand

4.Hange

r

Display

Company

Free

ze

posit

ion is

prim

e

Rajde

ep

Bhojn

alay

Barka

55% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

Yes Yes 1.Coke

2.Thums

Up

3.Mazza

4.Limca

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

Com

pany

Free

ze

posit

33

33


34/46

t

Nagar

Jaipur

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

side

stand

4.Comb

-o

commu-nication

ion is

prim

e

Govin

d

Dhaba

Barka

t

Nagar

Jaipur

60% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes Yes 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

4.Hange

r

Display

5.Comb

-o

commu-

nication

6.Rate

List

Com

pany

Free

ze

posit

ion is

prim

e

34

34


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Shree

Ram

Baker

y

mansrover

Jaipur


2.coke

3.sprite

4.Limca

5.Fanta6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

No No 1.Coke

2.Thums

Up

3.Mazza

1.Shop

signage

2.Shelf

Display

3.Roadside

stand

Com

pany

Free

ze

position is

prim

e

Royal

Food

C-

schem

e

Jaipur

60% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes No 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Free

ze

posit

ion is

prim

e

Raj

Food

Janta

store

Jaipur

50% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Yes No 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Free

ze

posit

ion is

prim

e

35

35


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Water

9.Kinley Water

Chou

dhary

Hotel

Road

no-1

Jaipur


2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

No No 1.Coke

2.Thums

Up

3.Mazza

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Freez

e

positi

on is

prim

e

Aggar

wal

Broth

ers

Kiran

a store

Barka

t

Nagar

Jaipur

60% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes No 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Freeze

positi

on is

prim

e

Pawa

n

Kiran

a store

Barka

t

Nagar

Jaipur

60% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

Yes No 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Freez

e

positi

on is

prim

e

36

36


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9.Kinley Water

Ravi

Restu

rant

Janta

store

Jaipur

30% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes Yes 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Freez

e

positi

on is

prim

e

Shar

ma

Kiran

a store

Mitra

Nagar

Jaipur

52% Yes 1.coca-cola

2.coke

3.sprite

4.Limca

5.Fanta

6.Mazza

7.Minute maid

8.Bonaqua

Water

9.Kinley Water

Yes Yes 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Road

side

stand

Com

pany

Freez

epositi

on is

prim

e

37

37


38/46

The

Rock

Resta

urant

Ajmeri Gate

Jaipur

64% Yes 1.coca-cola

2.Thums Up

3.coke

4.sprite

5.Limca6.Fanta

7.Mazza

8.Minute maid

9.Bonaqua

Water

10.Kinley

Water

Yes Yes 1.Coke

2.Thums

Up

3.Mazza

1.Pepsi

2.Mirin

da

1.Shop

signage

2.Shelf

Display

3.Roadside

stand

Com

pany

Free

ze

position is

prim

e

GROUP: - B

Jaipur is one of the most rapidly growing cities in India. The city's population

grew from just 0.3 billion in 1951 to more than 20.2 billion in 1991 and in thecensus of 2001 the city's population was found to be 2,324,319. By 2011, it isestimated that Jaipur will be a billion plus city.

In 2001, males constituted 53 percent while the females at 47 percent. It was

found that 15 percent of the population is less than 6 years of age. Jaipur has an

average literacy rate of 78 percent with a male literacy at 81 and female at 74

percent.

In a survey conducted by a leading newspaper in 2006, Jaipur figured in the top

10 cities in terms of per capita income, savings and expenditure, in contrast to its

home state Rajasthans per capita income figures. Five star hotels, multiplexes,

malls, department stores stocking the latest brandsall these have made their

debut in Jaipur, shocking the first time visitor who carries a prejudiced view of

insurgency-torn Jaipur.

38

38


39/46

The commercial capital of the north east lies at the heart of India. Being the

centre to the northen most multinationals and banks have chosen to locate their

zonal offices in Jaipur.

Accounting for 50% of the total urban population of Rajasthan, Jaipur rests

against the picturesque backdrop of the Shilling Plateau and hills, worthwhile

scenes are there in jaipur. Jaipur the state capital.

ABOUT EDUCATION: -

Since 2000 Jaipur has emerged a big center for education, as normal law and

order situation is considered very peaceful so most of the north indian parents

prefer to send their wards to jaipur for higher and technical education. In Jaipur

more than 25 Engineering colleges, 27 Business Management institutes, 15

Pharmacy institutes, 4 Hotel management Institutes 3 Medical Colleges, 6 Dental

Colleges are working. It also have 8 University level orgnisations which includes

the famous Rajasthan University.

Though the city houses several institutes of repute, they are woefully

inadequate. Fighting hard to join the mainstream, there is a crying need for better

infrastructure and more educational institutions and more MNCs.

SECTION D

D.1 FINDINGS OF THE STUDY:-

For Jaipur City: (MIS REPORT)

Some of the reports of Jaipur city;

c) It has been known that in Jaipur maximum are middle class people.

39

39
http://en.wikipedia.org/wiki/Rajasthan_Universityhttp://en.wikipedia.org/wiki/Rajasthan_Universityhttp://en.wikipedia.org/wiki/Rajasthan_University


40/46

d) There are 70 colleges in Jaipur city.(including private and government).Some of the well known colleges are -Rajasthan college, Maharaja college,Commerce college,Subodh college etc.

e) The per capita income of Jaipur Rs.8000 (approx).

f) There are 50 general and well known institutes in Jaipur.(well approved)

g) Still now in Jaipur there are many hyper markets in Jaipur.

These are-Vishal Mart, National Handloom, Big Bazar and Pantaloon,Orbit.

a) At present there are lots of industries in Jaipur the maximum industries aresituated at Sitapura and V.K.I.area.

b) Reliance Fresh is also in Jaipur.

a) The upcoming most wanted are residential flats is under construction nameis Sahara City and Suncity.

Still now in Jaipur there are thousands of branded stores in Jaipur city.

About the business affected from brands the shop owners point of view atthe initial stage there is some problem but at last return back to the same stage.

Big shopping mall mainly gives affect to the medium type shops.

The maximum big shop owners want to know about minimum guarantee

for opening a franchisee under COCA-COLA.

The peoples of Jaipur mainly satisfy with MAZZA.

International Airport is in Jaipur. National Railway Junction is also in Jaipur.

D.2 RECOMMENDATIONS/SUGGESTION FOR JAIPUR:-

The recommendations that have been suggested are mostly what the respondentswant. During face to face interviews with shop owners and some of thecustomers.

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1.CREATIVE ADVERTISING CAMPAIGNS.

It has been seen that visibility of less and fashionable advertisements are quiteless in comparison to other popular companies like Pepsi and Appy Fizz. We allknow that advertisement creates the base of a brand for it to survive in the

competitive market. Advertisement of different schemes should be done in aunique way so that the message reaches to the target customers and induce thembuy the product.

2.AWARENESS CAMPAIGNS

The awareness level of the customers as well as other about Coca-Cola is law atsome of the small town like Chomu, Samod so; awareness campaigns must beorganized by the COCA-COLA through their official.

IN JAIPUR COKE HAS TO APPLY NEW SKILLS AND TECHNIQUE SOTHAT COKE CAN ATTRACT THE CUSTOMER AND TEACH THEIRCOMPETITORS THAT COKE IS NO ONE OF SOFT DRINKS BUSINESS.

D.3 CONCLUSION

The study of the soft drinks scenario of JAIPUR is an attempt to carry out a

comparative study between the organized outlets and unorganized shops.

From the data analysis and interpretations, it has been found that in

Jaipur among the proprietors of the sector 80% were interested in providing

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their infrastructure as RENT and rest 20% were interested in taking franchisee.

Moreover 44%of the proprietors viewed that business basically gets affect from

brands while other 56% viewed that business does not affect from brands. And

also I found that 75% of the respondents were proficient in computer know how

and other 25% were beginner.

The recommendations that have been incorporated after analysis of the data, in

this project report, is to visualize the soft drinks market scenario in a major city

in the West India.

From the soft drinks market survey it is found that:

1.PEPOLE ARE INTERESTED IN

TABLE-2

Franchisee Rent

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20% 80%

2.ACCORDING TO PEPOLE BUSINESS AFFECTED FROM

BRANDS-

TABLE-3

Yes No

20%

80%

franchiseerent

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44% 56%

3. PEPOLE KNOWLEDGE OF COMPUTER-.

TABLE-4

Proficient Beginner

44%

56%

Affects of brands

yes

no

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75% 25%

BIBLIOGRAPHY

Computer knowledge

proficient

beginner

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1. http://www.coca-cola.com

2. Kotler Philip, Marketing Management, Prentice-Hall of Indian

Pvt. Ltd. New Delhi, Eleventh Edition, 2002.

3. www.mbaprogramms.com

4. http://www.Google.com

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a project on coke

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