coca cola live-project

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AA

PROJECT REPORT

ON

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD

SUBMITTED BY:SUBMITTED BY:

Kanchan Sharma

PGDM IInd Semester

Section- B

Roll No. 73

DECLARATION

I, Kanchan sharma hereby declare that I have carried out live Project on the

topic Market Share Of Coca- Cola of Hindustan Coca-Cola Beverage


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Private Limited. I further declare this project work is my original work & no

part of this report has been published or submitted to anybody or university

award of any other degree or diploma.

Date: January 11, 2011

Place: Delhi (Kanchan Sharma)


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INTRODUCTION

WELCOME TO COCA-COLA FAMILY

The Coca-Cola Company which is the owner of the most recognized trademark

in world and the world manufacturer and distributor of soft drink syrups andconcentrates.

The mission of the company is to increase shareholder value overtime.

One of the foundations of the mission is managing the business with people

who have a strong commitment to the company values and culture and

providing an appropriately controlled environment to meet the business goals

and objectives.


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FACTS ABOUT THE COCA-COLA

The history of the world's largest beverage company begins more than a

century above. The Coca-Cola companys headquarter is in Atlanta, USA.

On May 8th 1886 was a particular day when the world's largest favorite

soft drink was made by the pharmacist Dr. John scythe pemberton. The stirred

up fragrant caramel-colored syrup in a three-legged brass kettle and carried a

jug of his formulation down the street to "Jacob's pharmacy". That same day

the new product made its debut as a soda fountain drink for five cents a glass.

At same point by accident or design, carbonated water was mixed with the

syrup to create that would become world's favorite soft drink. Dr. Pemberton

partner and book-keeper Frank M. Robinson suggested the name coca-cola, it

has two Cs would look well in advertising and they penned the famous trade

mark in his now familiar script.

The unique worldwide system has made the company the world's

premier soft drink enterprise. The company sells nearly half of all soft drinks

consumed round the world. It has a wonderful history to build an exciting

future, which will continue to grow. From Boston to Beijing, from Detroit to

Delhi, from Portland to Pune and from Montral to Moscow, Coca-Cola, more

than any other consumers around the globe. From more than a century, Coca-

Cola has created a special moment of pleasure for hundreds of millions of

people everyday.


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VISION OF COCACOLA

To lead the Beverage Revolution in India.

INNOVATION

As a leader in beverage industry, the coca cola company and its

Indian partners introduced a series of innovation in the areas of

production, distribution and marketing never seen before in India

Marketing

First to introduced canned the PET soft drink in India

First to introduced vending machine in India

First to introduced backpack dispensing systems for in Stadia

beverage servings to cricket spectators

Image enhanced Graphics on signage, retail outlet walls &

delivery vehicles.

Trademark tricycles and pushcarts with Umbrellas, creating

thousands of mobile outlets.

leading edge merchandising equipment, including ice-boxes coolers

that allow small retailers to serve ice- cold soft drink

Training for retailers in merchandising in techniques, such as

product placement.

Large single and refillable glassbottles,offering consumers more

value


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PRODUCT PROFILE OF THE COMPANY

There are nine brands of COCA-COLA named as following:

o COKE

o THUMPS UP

o LIMCA

o FANTA

o MAZA/MAZZA TETRA

o KINLEY SODAo SPRITE

o KINLEY PACKAGED DRINKING WAETR

o DIET COKE

These ten brands differ in taste; flavors are also in their colours:

1. COKE: Coke is considering is to be a cola drink. It is generallypreferred by all sections of consumers. This is cash cow brand for the

company in term of sales revenue.

2. THUMPS UP: It is also consider to be a cola drink. It is hard in

comparison to coke. It is preferred by all sections of consumer but

especially to teenagers. It is big source of the company to cash its

publicity.

3. LIMCA: Limca is considered to be lemony in taste, and comes under

the category of cloudy lemon because of its colour, which is similar to


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that of clouds. It has to yield good sales revenue. Children and women

generally prefer it.

4. FANTA: Fanta is coming in orange flavor. It is preferred by children

and women.

5. MAAZA/MAZZA TETRA PACK: Maaza is considered to be juicy

soft drink because it contains mango pulp. This soft drink is preferred by

different segments of consumers. Maaza tetra pack is a pack which can

be carried easily.

6. SPRITE: In order to compete with 7UP a brand of Pepsi in the area of

plain lemon, this product is launched by Coca-Cola.

7. KINLEY PACKAGED DRINKING WATER: When it was

launched, it was marketed as mineral water but due to Government

Regulation its named as packaged drinking water.

8. KINLEY SODA: This is a soda drink. It has no color and no flavors. It

is generally used with alcohol and used by adults.


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BRANDS


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ADVERTISING AND MARKETING FUNCTION OF COCA-COLA IN

INDIA

Advertising plays a vital role in the life of a product, which increase the

demand of present and potential consumers. Coca-Cola India launched a newcampaign as far as advertising was concerned featured with the popular cine

star Hrithik Raushan and Aamir Khan and desire to capitalized on the festival

season PIYO SAR UTHA KE in 2005.

Additionally a national consumers promotion was also launched with never

before price like flats, cars, audio systems etc.prior to this advertisement for

grand coca-cola were being aired one using the popular folk tune alla re alle

and the other using the popular song khandala from the movies

GHULAM both the companies have generated and excellent response of

consumer across the country prior to this coca-cola in India implemented the

most comprehensive advertising marketing and distribution initiative seen by

the industry. Marketing and distribution initiative seen by the industry on the

advertising front, the company aired new them advertisement for brands Coke,

Thumps Up, Limca, Fanta, Mazza, and Kinley on the ,market front the

company implemented seven national .

Thumps Ups new advertising mixes river rafting with motorcycle skills to

give a hard-hitting allele to the brand, in true with the macho image of Thumps

up. The new Fanta advertisement is distinctive in the fresh fun and energeticappear, primarily targeted at the teenage segment. The Mazza advertisement

uses the punch line you he got the juice, emphasizing the real Mango taste

of the brand and features the popular model Bipasa Basu. Along with theme

advertising, Coca-Cola India had also implemented a total of nine national

consumers promotions for the Coca-Cola Cup in Sharjah, the company

launched a contest where in winners were flown to Sharjah for the series. The

Limca take it easy fun message promotion has holydays abroad as the bumper

prize. These contest where in addition to the three promotions implemented

nationally, namely the Coca-Cola Howzaat second innings promotion a

continuation of the Howzaat promotion, the Limca wrintely joint promotion,

and soccer mania contest, revolving around the world cup in France.

Coke is launching and enthusiastic slogan with theme JO CHAHO HO JAYE

COCA COLA ENJOY with the popular actor Hrithik raushan with actress

meri darling Ashwarya Rai and Thumps Up taste the THUNDER with


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Salmaan Khan for long time, Coke straight away from celebrity driven

advertising once it to began to rally hot celebrities the consumer started getting

mix signals.

Hit movie YAADEIN and TUM BIN also advertising Coke. This was the

best achievement Coke to connec5ting with youth resulting sales with also beincrease.

In advertising slogan have played and important role in the success since

first News Paper add in 1886, which read Coca-Cola Delicious! Refreshing!

Exhilaration invigoration! The company use advertising to trigger desire as

often and in as many ways as possible. Throughout the year, slogan for Coca-

Cola has always been in memorable.

RESEARCH METHODOLOGY

The project work done by me for soft drink of Coca-Cola was both of

objectives and exploratory nature. On one hand it was aimed at getting

the objective of sales promotion while on the other it explored new ideas

and feedback that was not available by routine monetary research based

on internal as well as external data.

The method adopted by me for collecting the data was the

questionnaire method.

The consumers questionnaire was made keeping in the view the inner

motive of the consumers and gets an idea of his/her feelings and

aspirations.

I mailed the questionnaires to people to get their response.


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MARKETING STRATEGIES

The different marketing strategies adopted by Coca-Cola company for its

product for achieving a great success of the products sale is nothing but an

extremely cautious and adept strategies towards the characteristics of product,alluring price, attractive promotion and convenient place for the consumers to

like and always feel that the product is in their reach.

PRODUCT

Soft drink (R.G.B) of the coca-cola company provides the several

varieties of the flavors.

Thumsup & coca-cola give the cola flavor.

Fanta give the orange flavors.

Mazza give the mango flavors.

Limca give the lemon flavors.

R.G.B packed in the different weights.

Thums up & Coca-Cola packed in the 200ml & 300ml.

Fanta packed in the 300ml & 200ml.

Maaza packed in the 250ml.

Limca packed in the 200ml & 300ml.

PRICE

One never sells via price, what is sold is price only

R.G.B product of soft drink have different price in different flavors.

Thums up & Coca-Cola in 200ml are Rs.7.

Thums up & Coca-Cola in 300ml are Rs.10.

Fanta in 200ml is Rs.7 & in 300ml is Rs.10.

Maaza in 250ml is Rs.10.

Limca in 200ml is Rs.7 & in 300ml is Rs.10.


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PROMOTION

The best promotion of the product is done by satisfied

customers.

Several promotional measures has adopted by the coca-cola

company for the marketing of soft drink

PLACE

The availability of the product is now the easiest for the

consumers as a space of every five meters there is an outlet to give you

soft drink as it is now available in every possible outlet where we can

even at the last stretch. It is all due to the valiant effort of the person

involved in the distribution of this product that the product is now

available everywhere.

Closest competitor brand of Coca-Cola

Competitor brand % of retailers supported

Coca-Cola 75%

Pepsi 25%

Closest competitor brand of Coca-Cola

75

25

0

20

40

60

80

100

percentage

Coca-Cola Pe ps i

Coca-Cola Pepsi


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MARKET SHARE OF COCA-COLA

In present situation of coca-cola is very good in the market. The

company has good market share app. 67% and remains 33% market

share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca-cola

and Pepsi was app. same in the market but in this year company

adopted new strategy and provided good services and provide more and

more customer satisfaction company top management have taken a

good decision in this year. Decision was that all flavors rate should be

decreased and new changed look of fanta and maaza in pet bottles by

which lower level people can be taken the enjoy of coke. So by the

virtue of good strategy company have got good market share app. 67%.

Rite now Coke position is much more strong. Comparison to Pepsi.


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COMPETITIVE MARKET SHARE

Pepsi = 30%

Coke = 40%Thumsup = 25%

Fanta = 70%

Mirinda = 30%

Limca = 85%

Lemon Mirinda = 15%

Maaza = 75%

Slice = 25%

Kinley = 50%

Lehar Evervess = 50%

Can

Coke = 40%

Pepsi = 60%

PET

Coke = 60%

Pepsi=40%

Mineral water

Kinley = 75%

Aquafina = 25%

Total Product

Coke = 60%

Pepsi = 40%


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FINDINGS

1. Problem Regarding To Distribution:

i. One of the biggest problem in distribution is that delivery

van is not covering all the outlets in its area.

ii. In some big area the delivery van has to cover five to six

market everyday. In this area I found that the van is not

able to cover each market distribution in pick season.

2. Problem Regarding The Old Stock:

During my survey I observed that the old stock are not replaced

by the distributor in time or they take long time not only that they

even supply old stock top the retailer which creates a bad impression

about the company.

3. Availability Of All Flavors:

In some deliver van I found that they do not have stock of every

flavor and quantity when they move for delivery. Which is a big barrier for distribution because the retailer then goes for the

competitor brand.

4.Promotion Activity:

The promotion activities must start from every beginning of the

pick season and must be well aware about the market.


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CONCLUSIONS

As I surveyed the Market, I found that there is good demand of the

Product. The retailers inclination and consumers inclination are also in

favors of our product.

R.G.B of soft drink in the 200ml & 300ml is having the maximum

popularity and presence in the peoples house and retailers shops. It is

taking the market in its grasp at a very pace.

SUGGESTION

The above study elicit that sales the sales department of HBPLCC should make

some improvement to make the distribution rational. Following facts are found

to be worthly considered:

I. Sometime delivery van of coca-cola start let from the distributor pointand that of rivals each early. So, eateries which generally serve soft

drink in glass buy the soft drink from the delivery van which arrives

first.

II. The distribution of the Maaza tetra pack should be done some special

area like railway station, bus station etc.

III. For better sale and distribution it is necessary to have enough stock of

every flavor and quantity. For this the distributor must have maintainstock report every and check it.

IV. Every distributor must replace the old stock as soon as possible. So that

the retailer denote face any problem of complaints from the customers.


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V. The promotional activities performed in such a way that can change the

general consumer psychology i.e. the seasonal drink factor.

VI. Some sales promotional strategies should be made to create image of sun

fill as a energy drink while emphasizing on is contents like vitamin,

calcium, energy e.t.c.

VII. In this season there must be at least one stall of the cool zone, because

there are a large number of teenager who prefer cold drinks.

VIII. The promotional activities must be done before the pick season start and

the retailer must know about the scheme and offers given by the

company. to do so the customer executive must visits the market

frequently and market aware.

RECOMMENDATIONS

Distributor-make sure that the flavor should easily available to the

retailers and never create shortage of any kind of flavor at any outlet

whether it is the outlet of high sale or low sale.

Distributor move in the market by himself to know about the problem of

retailers & consumers and to get knowledge about their own staff, theyare delivering the product in the outlet or nor.

The grievances of retailers about the replacement of the expired or

damage stocks should be looked after as the competitors are making their

inroads by working upon these loopholes.

Programmers to enhance brand awareness must be conducted

aggressively as the leadership rule RULE OF THE FIRST has already

been grabbed by Pepsi and hence Coca-Cola needs a strong attempt togain popularity.

The different flavor of Coca-Cola can also be helpful in catering much

broader base of consumers.


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FACTOR INFLUENCING CUSTOMERS

DECISION MAKING PROCESS

After having an idea about consumers decision making process now letus try to assimilate the factors, which influence our Secondary Customer

decision making process .

Our study shows that following are main factor, which influence the

decision of a retailer, whether to keep a product in his shelf or not

.These factor are ranked on the basis of Trend analysis and retailers

feedback as received during the course of the project.

SUMMARY REPORT

1. Pepsi is the no. one brand in the UPC market in terms of self-visibility, mind share and heart share.

2. It does not involve logical sequencing of market information

evaluation of alternative etc. and is governed by Habit Formation.

3. Visibility of brand and not the quality is the primary decision factor

behind the purchase of brand by the consumer.

4. Reputation of Coca-Cola brand is our greatest strength in the

business while retention of customer is our greatest weakness.

5. Change in consumer schemes at regular intervals in necessary to

maintain excitement in the market and to produce desired consumer

pull.


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Demographics

Name:-..

M

Occupation:- AgeGroup:-

Professional

12-18yrs

Serviceman

19-25yrs

Student

33-39yrs

Any other

Above 39

Questionnaire

(To survey the soft drink customers incity)

Q 1: Do you think that juice is an alternative for cold drink. If yes, why?

Q 2: Which brand of cold drink do you prefer to consume?

Coca-cola Pepsi Others

Q 3: Which brand do you prefer most to buy?

Coca-Cola ThumsUp Coke Limca Fanta

Sprite

Mazza Pepsi Mirinda Dew Slice

Q 4: Are you aware of all these brands name?

Yes No

Q 5: Are you a brand loyal person?

Yes No

If yes then please indicate the brand of cold drink.

Q 6: How much quantity you feel sufficient to consume at one time?

200 ml 300 ml 500 ml


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Q 7 :What is the level of availability of following brands.

Coke Pepsi

Q 8: Do you think that PET can cut off the RGB market

Yes NO

Q 9: Any suggestion to company

Thank you

BIBLIOGRAPHY

Kotler Philip Content o Marketing Plan Marketing Management,

89

Gupta B .N Statistical Investigation Statistics.

www.coca cola.com.

www.indianfoline.com.

www.blonnet.com.
http://www.blonnet.com/http://www.blonnet.com/

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