SYNOPSIS

For the Proposed Summer Internship Project

Examining Product Range Selling of Coca Cola

Submitted to

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)

Under the Supervision of

Prof. Niva Bhandari

Submitted by

SUMIT KUMAR GUHA

PGFB1456

April, 2015

SYNOPSIS

I. TITLE OF THE PROJECT

II. INTRODUCTION

III. LITERATURE REVIEW

IV. RATIONALE & OBJECTIVES OF THE PROJECTV. SCOPE OF THE PROJECTVI. PROPOSED RESEARCH METHODOLOGYVII. IMPLICATIONS

VIII. REFERENCES / BIBLIOGRAPHY

TITLE OF THE PROJECT

Examining the Product Range Selling of Coca Cola.

INTRODUCTION

Moon Beverages:-

The company was established in 1987, and it manufactures soft drinks. The company has started with manufacturing of THUMS UP, LIMCA, MAAZA, RIMZHIM, BISLERI, and SODA GOLD SPOT along with arrangement of Parle and with the takeover of Parle soft drinks limited by Coca Cola Inc., USA in 1993, and the company became the franchise manufacturer for Coca Cola Products. The existing installed capacity of the company is around 10 million cases per annum.

Plant Details:-

Line Capacities:

600 BPM RGB Line + 240 BPM (Juice) & 240 BPM (600 ml) or 150 BPM 2 Ltrs +170BPM (2.0Lt.) PET Line, Canister Filling 18 Ltrs

Products:

Coke, Fanta, Limca, Sprite, Thums Up, Kinley Soda, Maaza

Pack Size:

200ml, 250ml, 300ml, RGB** & 600ml, 1250ml, 2.0 Ltrs PET & Canisters 18 Ltrs Number of Associates: 150(Regular Rolls) and 350 (Casual)

On 22nd August, 2013, Coke`s franchise bottling partner Moon Beverages has opened a new bottling plant at Greater Noida, Uttar Pradesh. The plant, that brings to total 57 manufacturing plants within the Coca-Cola system in the country, comprises a can line to manufacture sparkling beverages and a still beverage line.

The major Participants in soft drink industries are:-

Bottlers.

Retailers and distributors.

Producer of concentrated syrup.

Global Soft Drink Market:-

The Group of Eight (Canada, France, Germany, Italy, Japan, Russia, the UK and the US) generated almost $291 billion in soft drinks sales in 2010. The groups global soft drink industry is predicted to hit almost $310 billion in 2015. The US leads the group with a near 43% share in the market, generating almost $125 billion in sales. In 2015, the US soft drinks market is predicted to exceed $127 billion.

Carbonated, or sparkling drinks, are expected to generate more than $209 billion in revenues in 2014. In 2014, the world carbonated soft drink industry is expected to produce over 197 billion liters, a 10% rise in five years. Cola leads the market with a 42% stake. Americas represent over 54% of the world market. Coca-Cola is the markets top company, accounting for over 42% of the overall market. Carbonates represent 40% of the global soft drink industry. Other large companies on the market include: Red Bull, Dr Pepper Snapple and PepsiCo.

The global functional drinks market, which encompasses sports drinks, energy drinks, and nutraceutical drinks, is expected to exceed $62,000 million in 2015. This will represent a near 30% increase in five years, bringing market volume to over 16,135 million litres. Energy drinks lead the market segment with a near 58% stake.

The global market for bottled water is expected to exceed $126 billion in 2015. This represents 27% market expansion in five years, bringing market volume to almost 183 billion litres, 20% more than in 2010. Still unflavoured water represents 65% of the bottled water market.

The global juice market, which encompasses fruit and vegetable juice, nectars, and fruit drinks, is expected to see growth slow to under 2% yearly to exceed $92 billion by 2015. The segment is led by 100% fruit juice with over 30% market share. According toGlobal Industry Analysts, the global fruit and vegetable juice market will exceed 64 billion liters by 2015. Market drivers include rising awareness surrounding health and nutrition.

Coca Cola India:-

Established in 1886, Coca-Cola is the worlds most ubiquitous brand. The company and its subsidiaries are present in over 200 countries employing over 49,000 individuals and generating revenues to the tune of US$ 21 billion. The Coca-Cola Company markets four of the worlds top-five soft drink brands; its beverage products encompass nearly 400 brands, including non-carbonated beverages such as waters, juices, sports drinks, teas and coffees. The companys net income registered a CAGR of 7.2 per cent over a 10-year period. Till date, Coca-Cola has invested over US$ 1 billion in India and employs over 5,000 people. The Coca Cola system in India comprises 25 wholly owned bottling operations and another 35 franchisee-owned bottling operations. A network of 27 contract-packers also manufacture a range of products for the company. Coca-Cola is a leading player in the Indian beverage market with a 60 per cent share in the carbonated soft drinks segment, 36 per cent share in fruit drinks segment and 33 per cent share in the packaged water segment.

Significance of the study:-

Finding and working on the problems that the company has been facing in its distribution.

Learning market condition in which companies are surviving and facing competition.

Knowing about the distribution pattern that the company has been following

What are the problems that the retail outlets of the company are facing and how they can be resolved.

Knowingaboutthe perception of the retailers about the company.

LITERATURE REVIEW

Incase study presented by Adam Brown of Coca-Cola, he stated, back in the day you would have heard me say, our home page isnt just coke.com, its google.com, now, its google.com, technorati.com, facebook.com. He also stated in his presentation that Coca-Colas strategy is to Review, Record, Respond, and Redirect. (Brown, 2009)

Coca-Cola has done an amazing job at not only reaching out to the new media era audience, but also the people who followed them in the past. Coca-Cola has an official blog called Coca-Cola Conversations which is written and updated by a man by the name of Phil Mooney, who has served as the historian/archivist for Coca-Cola for the last 30 years. The blog contains a wide variety of topics, ranging from our role in pop culture to brand history to Coke collectibles. (Mooney, 2009).

Part of theAction Plan for Harnessing the Power of the New Rulesstates that you should define your organizations goals first, then based on the goals decide whether or not you want to provide the content for free and without registration. It is also stated that you should write for your audience using examples and stories, and of course make it interesting. (Scott, 2007).

The purpose of this paper is the study of factors responsible for brand preference in FMCG products, increasing competition, more due to globalization, is motivating many companies to base their strategies almost entirely on building brands. Brand preference means to compare the different brands and opt for the most preferred brand. This brandpreference is influenced by various factors. According to this study many factors were find out for preferring a brand like Brand persona Brand constancy Brand loftiness Brand value. In the identification of factors affecting the brand preference, it was concluded that brandpersona is the most effective factor that affects the brand preference. This brand persona deals with the personality aspects or the external attributes of brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a brand. (Consumer Preference: A study of factors responsible for brand preference in FMCG sector, 2008)

This study examined the relative contributions of taste and health considerations on consumer liking and purchase intentof cola drinks. Eight types of commercial cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on food habits. Data were analysed using factor analysis. Results revealed that purchase intent ofcola drinks was strongly related to degree of liking and to several key sensory attributes including saltiness, drinks flavour and greasiness. These variables emerged as the first factor intheanalysis, suggestingthat consumers perceive thesecharacteristics asbeing most important in their choice of cola drinks. Factor 2 described a health dimension and was related to respondents' attitudes toward fat in the diet. Factor 3 comprised two remaining sensory attributes (colour and crunchiness), which apparently were of minorimportance tothe respondents. These datasuggestthat inspite ofcurrent concernabout reducing dietary fat, health remains secondary to taste in the selection of cola drinks forconsumers in this population. (Tepper & C, 1998)

Coca Cola being a big brand name in the beverage industry has been continuously growing its business in the whole world. The company is really innovative and customer oriented and is very well known for its reputation amongst the people. The new products launched by the company like series of Minute maid are brought seeming the demand and culture of the people in India so this shows that the company is even culture oriented.

It has been highly preferred by the customer due to its taste and quality it offers in the products. Thus it covers the major market of the country, India. The variety of choices available almost covers all the taste that public usually demand. Coca Cola has been always upgrading its product portfolio as per the changes in the beverage industry and is always giving tuff competition to the major players like PepsiCo, Parley, etc.

Not only this, Coca Cola has been doing up to date promotion and every possible action to reach customers heart. They have entered Facebook, Google, twitter, and many other social networking site to become friendly to the users and know about their preference for the soft drinks. (July`31 ,2007)

This paper aims to investigate the degree of brand awareness of various food products inrelationtobackgroundandeducationofthehousehold,theconsumptionpatternofvarious food products consumed by respondents in the light of their areas, levels and education. The finding of this study reveals that there is low degree of brand awareness in rural areas, whereas there is a moderate degree of brand awareness in urban India. The highly educated rural and urban respondents have high degree of brand awareness for many foodproducts, and the less educated rural and urban respondents have low degree of brand awareness for many food products.

(Consumer awareness and consumption pattern of food products, 2007)

RATIONALE AND OBJECTIVES OF THE STUDY

Togainaninsightaboutthe perception of the retailers about the company.

To study various factors which directly or indirectly influence the sale of the company

SCOPE OF THE PROJECT

The project concerned with the selling of its various product range.

The study is carried and limited in the geographical region of Ghaziabad.

The study would help in understanding of customer perception and positioning of Coca Cola in minds of customer.

PROPOSED RESEARCH METHODLOGY

Defining the objective of the study.

Type of Research- Exploratory and Descriptive.

Data collection- Primary and Secondary data collection.

Primary- General Observation Method.

Personal Interaction Method.

Secondary- Journals.

Websites.

Framing of questionnaire keeping objective in mind.

Feedback from respondent.

Analysis of feedback.

Conclusion, Findings and Suggestions.

IMPLICATIONS

Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein. As there is a proverb:-

Far from eye, far from heart

Thus marketing plays very important role in achieving the objectives of the company. Undoubtedly, value utility is created by the manufacture of product or service buttime and place utilities arecreated by marketingrole.

Accordingto Ducker,Boththe marketandthedistributionchannelsareoften more crucial than the product. They are primary, the product is secondary.

In India, where marginal shortages canleadtodisproportion,distortioninprices,dependable and efficient distribution system is very muchessential.Thedistributionsystemcreatesvalue added to all most all products. Allfromtheabovestudynotwithstandingits restricting efforts Pepsi is still far away with its great competitor like Coca Cola.

The only source of revenue with the companies is the sales its only sales which shows the growth of the organization so they should always make new creative and innovative strategies for better sales.

Market conditions are truly different from what we have studies in books so in order to survive in such kind of competitions company should focus more on its distribution system because it is a saying in the market that jo dikhta hai wahi bikta hai- So proper and timely availability of the product is very necessary for its sale.

BIBLIOGRAPHY

Websites:

www.quickmba.com

www.indiacom.com

www.coca-colaindia.com

www.mmgindia.in/moon-beverages

www.wikipedia.com

Text Books:

Marketing Management by Philip Kotler.

Research Methodology by Deepak Chawla.

Search Engine:

Google.

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