Coke Vs Pepsi sanjay final 2.docx

8/16/2019 Coke Vs Pepsi sanjay final 2.docx

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PART-1

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BRIEF HISTORY

BRIEF HISTORY

John Stryth pemberton first introduced the refreshing coke taste of Coca cola in Atlanta Georgia. It way

may of 188 when the pharmacist concocted a caramel colored syrup in a three legged brass kettle in

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this backyard. "he first #distribute$ the new product by carrying Coca Cola in a Jud down the sstrect to

Jacobs %harmacy for fi&e cenls consumers could en'oy ( glass of Coca Cola at the soda function

whether we design or accident carbonated water way termed with new syrup) producing a drink) that

was proclaimed *elicious and refreshing.

+y 188) sales of Coca Cola a&eraged nine drinks per day. "hat first year) *r. %emberton sold !,

gallons of syrop) shipped in bright red wooden kgs .red has been a distincti&e color associated with the

-o.1 soft drink brand e&er since. or this efforts) *r. %almerton grossed /,0 and spent /2.3 on

ad&ertising.

In 1831) Atlanta entrepreneur. As g. candler had ac4uired complete owner ship of the Coca cola business

within for his merchandising flair helped e5pand consumption of Coca cola to e&ery state and territory.

In 1313) the coca cola way sold to a group in&estors for /!,million) 6obert 7.7oodrup become

president of the Coca cola company in 13!2) and his more than si5 decades of leadership took the

business to unri&aled height of commercial success making coca Cola in institution the world o&er.

COCA-COLA FIRST BOTTLED

Coca Cola began as a fernte&in product but candy merchant 'usepth A. +iedentrnn of ississippi was

looking for a way to ser&e this resrashing be&erage at picnics. "iebegan offering bottled Coca 9Cola)

using syrup shipped from Atlanta) during an especially) busy summer in 183:.

In 1833) large scale bottling become possible when as concluder granted e5clusi&e bottling rights to

Joseph +. whiter head and +en'amin . "homas of Chattanooga) Jenacessec. "he contract market the

beginning of the Coca cola company;s uni4ue intendment bottling system that remains the formdation of

the company soft drink operations.

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THE BOTTLING SYSTEM

"he day Coca Cola reach consumers and customer around the world through a &ast distribution network

made up of local bottling companies. "hese bottlers are located around the world) and most are

independent business.


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HISTORY OF BOTTLING

183: B A modest start for a bold idea In a candy store in icksburg) ississippi) brisk sales of

the new fountain be&erage called Coca?Cola impressed the storeDs owner) Joseph A. +iedenharn. Ee

began bottling Coca?Cola to sell) using a common glass bottle called a Eutchinson. +iedenharn sent a

case to Asa Griggs Candler) who owned the Company. Candler thanked him but took no action. >ne of

his nephews already had urged that Coca?Cola be bottled) but Candler focused on fountain sales

1899 … The firs !"#i$% &%ree'e$

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"wo young attorneys from Chattanooga) "ennessee belie&ed they could build a business around bottling

Coca?Cola. In a meeting with Candler) +en'amin . "homas and Joseph +. 7hitehead obtained

e5clusi&e rights to bottle Coca?Cola across most of the


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As the 13!0s dawned) more than 1)000 Coca?Cola bottlers were operating in the


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or the first time) consumers had choices of Coca?Cola package sie and type?the traditional ., ounce

Contour +ottle) or larger ser&ings including 10?) 1!? and !?ounce &ersions. Cans were also introduced)

becoming generally a&ailable in 130.

19,(s … Ne+ !r&$*s i$r"*6e*

Sprite) anta) resca and "A+ 'oined brand Coca?Cola in the 130s. r. %ibb and

ello ello were added in the 130s. "he 1380s brought diet Coke and Cherry Coke)

followed by %owerAde and ruitopia in the 1330s. "oday scores of other brands are offered

to meet consumer preferences in local markets around the world

197(s &$* 8(s … C"$s"#i*&i"$ " ser/e 6s"'ers

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As technology led to a global economy) retail customers of "he Coca?Cola Company merged and

e&ol&ed into international mega?chains. Such customers re4uired a new approach. In response) many

small and medium?sie bottlers consolidated to better ser&e giant international customers. "he Company

encouraged and in&ested in a number of bottler consolidations to assure that its largest bottling partners

would ha&e capacity to lead the system in working with global retailers

199(s … Ne+ &$* %r"+i$% '&r0es

%olitical and economic changes opened &ast markets that were closed or underde&eloped for decades.

After the fall of the +erlin 7all) the Company in&ested hea&ily to build plants in Hastern Hurope. As the

century closed) more than /1., billion was committed to new bottling facilities in Africa.

1s Ce$r … Thi$0 #"6 &6 #"6

"he Coca?Cola bottling system grew up with roots deeply planted in local communities. "his heritage

ser&es the Company well today as consumers seek brands that honor local identity and the

distincti&eness of local markets. As was true a century ago) strong locally based relationships between

Coca?Cola bottlers) customers and communities are the foundation on which the entire business grows.

BOTTLING TODAY

Thi$0 #"6 &6 #"6

rom the worldDs largest cities to its most remote &illages) our bottling system is made up of locally

rooted enterprises committed to 4uality. "he Coca?Cola Company bottling partners are always local

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businesses) e5erting a strong influence on economic de&elopment and acti&ely participating in

community life through local e&ents and philanthropic acti&ities.

B"#ers &$* Cs"'ers

+ottlers are a critical local link. "hey sell our brands to businesses and institutions) retail chains)

supermarkets) restaurants) small neighborhood grocers) sports and entertainment &enues) schools and

colleges) among others. "hese customers) in turn) are where you go when you want a Coke or one of

our other brands.or each of our customers) pro&iding the right mi5 of Company products and packages

at the right price is the foundation of mutual success. Focal consumer tastes determine the brands and

package types a particular customer wants us to supply. +ottlers in many countries offer tours of their

facilities to schoolchildren and adult groups. Contact the local bottler in your region for more

information on tours and other acti&ities that our bottlers sponsor.

A Re/"#i"$ i$ P#&si6s Re66#i$%

If you ask %eter Anderson) pro'ect director of the %lastic 6edesign %ro'ect K%6%L) "he Coca?Cola

Company has spurred a re&olution in the economics of plastics recycling) with its decision three years

ago to establish a public goal for using recycled content in %H" K%olyethylene "erephthalateL bottles.

"he company made the ground?breaking commitment in !000 to use 10M recycled content in its plastic

bottles by !00,) culminating its years?long work to help commercialie recycling %H" bottles from

curbside programs into new bottles.

In ebruary !002) "he Coca?Cola Company recei&ed an award from the %6%) as it reached a milestone

in that commitment) with 10M recycled content in 80M of its bottles. *uring the ceremony) Anderson

e5pressed the industryDs gratitude to the companyDs commitment) N7e cannot begin to tell you how much

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we appreciate your bold decision to step up to the plate) following on your decade?long dedication to

technology de&elopment with a public commitment.N

6ecei&ing the award for outstanding corporate responsibility on behalf of "he Coca?Cola Company were

Scott itter;s) Hn&ironmental anager) and Jeffrey Eansen) %ackaging 6ecycling System anager.

itter;s e5plained that the Coca?Cola system has worked diligently o&er the past decade to de&elop

sustainable recycling technologies. N7e appreciate the recognition for these efforts and look forward to

continuing to dri&e new inno&ation. "he company continues ahead of schedule to meeting its !00, goal

:ORKPLACE C;LT;RE

7ith the same spirited in&estment as the worldDs premier marketer and be&erage industry leader for more

than 11 years) we are focused on strategic workplace programs that help assure the success of our

commitment to embracing the similarities and differences of people) cultures and ideas.

C#r Se$s&i"$s


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Di/ersi A*/is"r C"$6i#

"he companyDs corporate *i&ersity Ad&isory Council consists of a representati&e group of employees

from all le&els) functions and business units of the organiation. "he Council de&elops recommendations

for senior management on ad&ancing the companyDs efforts towards achie&ing our di&ersity ob'ecti&es.

E')#"ee F"r's

7e belie&e that a sense of community enhances our ability to attract) retain) and de&elop di&erse talent

and ideas as a source of competiti&e business ad&antage. In the


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where&er we operate around the world. And) we ha&e well?defined procedures for times when concerns

arise) in "he Code of +usiness Conduct %rocedural Guidelines KHnglish "ranslationL.

E= O))"r$i

"he Coca?Cola Company &alues all employees and the contributions they make. Consistent with this

&alue) the company reaffirms its long?standing commitment to e4ual opportunity and affirmati&e action

in employment) which are integral parts of our corporate en&ironment. "he company stri&es to create a

work en&ironment free of discrimination and physical or &erbal harassment with respect to race) gender)

colour) national origin) religion) age) disability) se5ual orientation) or &eteran status. 7e will make

reasonable accommodations in the employment of 4ualified indi&iduals with disabilities) for religious

beliefs) and whene&er else appropriate

"he company maintains e4ual employment opportunity functions to ensure adherence to all laws and

regulations) and to company policy in the areas of e4ual employment opportunity and affirmati&e action.

All managers are e5pected to implement and enforce the company policy of non?discrimination) e4ual

employment opportunity) and affirmati&e action) as well as to pre&ent acts of harassment within their

assigned area of responsibility. urther) it is a part of e&ery indi&idualDs responsibility to maintain a work

en&ironment that reflects the spirit of e4ual opportunity and prohibits harassment.

I$*i/i*s +ih Dis&!i#iies Dis&!#e* >eer&$s &$* >eer&$s "f he

>ie$&' Er&

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"he Coca?Cola Company has a long?standing commitment to take affirmati&e action to employ and

ad&ance the employment of 4ualified indi&iduals with disabilities) disabled &eterans) and &eterans of the

ietnam Hra. As part of these efforts) we periodically in&ite disabled indi&iduals) disabled &eterans)

&eterans of the ietnam Hra) and other co&ered &eterans to identify themsel&es as such) if they ha&e not

already done so) by ad&ising their Euman 6esources representati&es.

"he information pro&ided by an employee is &oluntary) and will be handled confidentially.

Eowe&er) if itDs necessary to assist an employee in performing 'ob responsibilities) appropriate managers

may be informed regarding any restrictions on work) necessary accommodations) or conditions that

might re4uire emergency treatmen

THE COCA-COLA PROMISE

The C"6&-C"#& C"')&$ e3iss " !e$efi &$* refresh e/er "$e i "6hes?

"he basic proposition of our business is simple) solid and timeless. 7hen we bring refreshment) &alue)

'oy and fun to our stakeholders) then we successfully nurture and protect our brands) particularly Coca?

Cola. "hat is the key to fulfilling our ultimate obligation to pro&ide consistently attracti&e returns to the

owner so four business.

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MARKET PLACE

ore than a billion times e&ery day) thirsty people around the world reach for Coca?Cola products for

refreshment. "hey deser&e the highest 4ualityPe&ery time. >ur promise to deli&er that 4uality is the

most important promise we make. And it in&ol&es a worldwide) yet distincti&ely local) network of

bottling partners) suppliers) distributors and retailers whose success is paramount to our own. >ur

in&estment in local communities in o&er !00 countries totals billions of dollars in 'obs) facilities)

marketing) the purchase of local goods and ser&ices) and local business partnerships. Always and

e&erywhere) we pursue continuous inno&ation in the products we offer) the processes we use to make

them) the packages we de&elop and the ways we bring them to market.

:ORK PLACE

"he Coca?Cola system is one of the most di&erse organiations on earth) with a rich mosaic of talented

colleagues who bring a &ariety of intellectual) professional) ethnic and cultural perspecti&es to our

enterprise. "hey reflect the nations) cultures and languages of the world.

>ur policy is to foster an inclusi&e en&ironment that encourages all employees to de&elop and

perform to their fullest potential.

>ur workplace must be a place where e&eryoneDs ideas and contributions are &alued. >ur employees

deser&e e4ual treatment under our policies go&erning compensation) ad&ancement) health) safety and

other aspects of workplace life. 7e understand that fairness in the workplace) coupled with the

opportunity to de&elop indi&idual capabilities) fosters our collecti&e success.

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ORGANISATION STR;CT;RE

BRINDA>AN BE>ERAGE LIMITED BAREILLY

+rinda&an +e&erage Ftd. +ottling Company started during the year 138 in +angalore due to

humble ser&ice of r. S.-.Fadhani the managing director of the company with initial capital

6s.!, lakes. +rinda&an +e&erage Ftd .had a franchisee agreement with %arle H5port %&t. Ftd.

for 10 year to manufacture and seed its product during -o&.1332 %arle H5port sold all its 0

franchise to Coca?Cola India in order to compete to %epsi .In this way ++F has undergone the

territory of Coca?Cola. "he company is manufacturing and selling !00ml. 200ml. 00ml and

!.00 liters of "hums


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bottles per minute) located at %arsakhera an industrial area 6ampur road +areilly. "he storage

of filled bottle is done in a go down) which is located ne5t) the production unit.

"he managing director) head of the organiation is in charge of all the administrati&e matter.

"he marketing director is responsible for acti&ity such as sales promotion ad&ertising and

distribution etc. and the production manager take care of the production department.

All kinds of material are handled in stores "he C>CA?C>FA >rganiation in +areilly is

di&ided into many departments for their smooth working. "he %lant is basically for !00 ml) 200

ml ( 1 Fiter packing and rest of the products are sourcing from other units. All the departments

and their workings are briefly described as follows.

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ORGANIZATIONSTRUCTURE

FINANCE

HUMANRESOURCE(HR)

PRODUCTION

SHIPPING

SALES&MARK ETING

STORE S

QUALI T YASSUR ANCE(QA )

STR;CT;RE OF COCA COLA COMPANY

"he +areilly is di&ided into many departments for their smooth working. "he %lant is basically for !00

ml) 200 ml ( 1 Fitre packing and rest of the products are sourcing from other units. All the departments

and their workings are briefly described as followsO

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FINANCE@

inance department performs the acti&ities in management of Accounts 6ecei&ables) Claims and

e5penses) i5ed Assets management ( their depreciation) "ransportation) arrangement of raw material

as through supply chain) computer networking management) "a5ation) etc. Abo&e all these functions

checking authority &erifies all these acti&ities and appro&es it for final actions.

H;MAN RESO;RCE HR@

E6 department works in 6ecruitment ( selection) "raining ( *e&elopment) %erformance Appraisals)

ob'ecti&e setting leading to management Incenti&e plan) wages ( salary administration) *isciplinary

Actions) Statutory compliance) IS> documentation) assisting in ci&il ( criminal litigation) handling of

contract labour .

And worker related issues) employee welfare) community de&elopment pro'ects) policy implementation)

internal ( e5ternal en&ironment etc.

PROD;CTION @

"he manufacturing of different types of +rands of soft drink comes under the %roduction department. It

comprises the process of 7ater "reatment) Syrup preparation) Container 7ashing) i5ing (

%roportioning) illing ( Crowning and then the inal Inspection of the product.

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SHIPPING @

"his department is also termed as *ispatch Section. Goods are recei&ed and dispatched from shipping. It

works in recei&ing of products from other unit) transferring of fulls from production) In&entory

anagement of finished products in irst In irst >ut KI>L method) dispatch of finished goods to

distributors) empty recei&ed and dispatch to other units.

SALES MARKETING @

Sales department takes care of placement of all brands in right proportion in right time at right place.

Sales e5ecuti&e always dispatches in proportion of empty recei&ing and payment terms. "he main aim of

this department is that all the brands should be at distributorDs end and must not be any deficiency of any

brand.

All the acti&ities that help in enhancing the sales come under marketing. In this) company gi&es glow

sign boards to distributors) "able) chairs (


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;ALITY ASS;RANCE A@

=A department ensures the total 4uality in each and e&ery aspect of the organiation. "his 4uality is not

only concerned with indi&idual department like production of goods but it is concerned with e&ery

functioning of the organiation such as hygiene in the organiation like pro&iding the nutrias food from

the canteen) cleanliness in the bathrooms) not polluting the en&ironment) etc. >ne of the ma'or functions

of =A department is pre and post manufacturing tests which ensures ero defect so that consumers can

get right 4uantity and 4uality of products. All the procured materials ha&e to undergo a rigorous 4uality

check. H&en before procurement the 4uality of the material has been ensured by the sample check of

material.

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MISSION >ISION AND >AL;ES

>ISION

%ro&ide e5ceptional strategic leadership in the Coca?Cola India System?resulting in consumer and

customer preference and loyalty) through Coca?Cola;s commitment to them) and in a highly profitable

Coca?Cola Corporation branded be&erages system.

ISSI>-

"he mission of the Coca?Cola Company is to increase share?owner &alue o&er time. "he company

accomplished the mission by working with its business partners to deli&er satisfaction and &alue to

customers and consumers through a worldwide system of superior brands and ser&ices) thus increasing

brand e4uity on a global basis.

>AL;ES

Eonesty in e&ery action.$IntegrityO ?

C"''i'e$O?#*oing whate&er it takes to deli&er) as promised.$

P&ssi"$O?#issionary eal is arising out of an emotional engagement with work.$

Se&'#ess$essO ? #"hinking and working together across functional silos) hierarchy Fe&els) businesses

and geographies.$

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S)ee*@ ? #6esponding to stakeholders with a sense of urgency.$Create consumer products) ser&ices and

communication customer ser&ice and bottling system strategies) processes and tools in order to create

competiti&e ad&antage and deli&er superiors &alue toO

• Consumer as a superior be&erage e5perience.

• Consumers as an opportunity to grow profit through the use of finished drinks.

• +ottlers as an opportunity to grow profits and &olume.

• "CCC as trademark enhancement and positi&e economic &alue?added.

• Suppliers as an opportunity to make reasonable profits when creating real &alue?added in an

en&ironment of system wide teamwork) fle5ible business system and continuous impro&ement.

• CCI Associates as superior career opportunity.

• Indian society in the form of a contribution to economic and socio de&elopment.

1. impro&ement in e&erything we do.

!. 7e will respect all stakeholders) including employees) partners and suppliers and instill them

with a passion to deli&er the highest 4uality goods and ser&ice.

2. 7e will foster initiati&e and creati&ity by empowering indi&idual to attain well?defined

ob'ecti&es.

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FABO;LAS FACTS ABO;T COCA-COLA

"he world has changed in many ways since pharmacist) John Styth %emberton first introduced

the refreshing taste of Coca?Cola in Atlanta) Georgia. Eowe&er) the pure and simple magic of

one thing remains the same Coca?Cola the name and the product mean so many good things to

hundred of millions of consumers around the globe. Coca?Cola products are ser&ed more than

0, million times long way to come after such a modest beginning.

.MORE F;ND FACTS AND TRI>IA

• e5ico and Iceland ha&e the highest per capita consumption of Coca?Cola

• Coca?Cola translated to Chinese means) #"o make mouth happy$.

• H&ery second o&er )000 Coca?Cola products are consumed.

• If all the Coca?Cola e&ery produced were in 1R! o. +ottles and paled end to end they

would wrap around the earth more than 11)82 times.

• "he tallest Coca?Cola bottling plants are in Eong Qong. "he plant in =uarry +ay is 1

floors) and the plant in Shatin is !, floors.

• "he bottling plant at the highest ele&ation in the world is located in +oli&ai) at 1!)000

feet.

• "he world;s longest Coca?Cola truck is in Sweden. It is 0 feet long with a four?ale

trailer.

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• "he best selling non?carbonated soft drink in Japan is a product of the Coca?Cola

Company named #Georgia$) a coffee fla&ored be&erage.

• Coca?Cola first crossed the Atlantic on borad the Graf eppelin) the Geman dirigible.

• "he arsity 6estaurant in Atlanta) Georgia) bas earned the distinction of ser&ing the

highest &olume of Coca?Cola anywhere. It dispenses nearly 2 million ser&ings of Coca?

Cola annually.

• If all the Coca?Cola &ending machines in the


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PERFOMANCE OF COCA-COLA COMPANY

C>CA?C>FA is certainly no stranger to global marketing. Fong the world;s leading

soft drink marker) the company now sells its brands in more than !00 countries. In fact)

in recent years) as its domestic markets ha&e lost their fi. Coca?Cola has re&&ed up

e&ery aspect of its global marketing. "he result@ near world dominance of the soft drink

market. "he great #global Cola wars$ between Coca?Cola and ri&al %epsi ha&e become

decidedly one?sided. In the 1330s) while %epsi;s sales &olume rose 'ust ! percent) Coke

Classic consumption increased by more than 20 percent.

Since the early 1380s) soft drink consumption has grown at a rate of 2 percent annually

both domestically and internationally@ during that same period) Coke;s &olume has

grown , percent and percent) respecti&ely. Coca?Cola international prowess has

played a ma'or role in its dominance. In fact) Coca?Cola earns o&er 0 percent of its

profits aboard. 7hereas in the


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%epsi is new retrenching its efforts aboard by focusing on emerging markets?China)

India) and Indonesia?where Coke is growing but does not yet dominate.

"ogether) these three emerging markets boast !.: billion people) nearly half the world;s

total population. 7ith their young populations) e5ploding incomes) and underde&eloped

soft drink demand) they represent prime potential for Coca?Cola and %epsi.

or e5ample) China;s 1.! billion consumers?drinks an a&erage of only , ser&ings of

soda per year) compared with 2:2 in the


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PARTNERS OF COCA COLA

"he Coca?Cola Company works with a wide &ariety of organiations to support health) fitness

and good nutrition. isit these sites for more information about positions) programs and

acti&ities.

"he Coalition for a Eealthy and Acti&e America KCEAAL CEAA was formed in !002 by

concerned organiations and national leaders to educate parents) children) schools) and

communities about the critical roles physical acti&ity and nutrition education play in re&ersing

the alarming trends of childhood obesity. As a non?profit national grassroots coalition) CEAA is

a &igorous ad&ocate for de&eloping healthy and acti&e lifestyles for AmericaDs youth.

CEAA is committed to working with schools to rededicate time for physical fitness@ gi&ing

parents the freedom to help their children make their own nutritional choices@ building school?

business model relationships that benefit our families by supporting healthy and acti&e lifestyles@

and finding solutions to childhood obesity that are both responsible and realistic

American Council for itness and -utrition "he American Council for itness and -utrition

KAC-L is a group of food) be&erage and consumer products companies) not?for?profit

organiations and trade associations working together to impro&e the health of all Americans)

particularly youth) by encouraging a healthy balance between fitness and nutrition. "he

cornerstone of all AC- initiati&es is the idea that lasting solutions to the nationDs obesity

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http://www.chaausa.org/http://www.acfn.org/http://www.acfn.org/http://www.chaausa.org/


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problem must be based on sound science and beha&ioural research. Such policies are likely to

help parents and their children de&elop eating and e5ercise habits that lead to a healthier life.

Grocery anufacturers of America "he Grocery anufacturers of America KGAL represents

the food) be&erage and consumer products industry on key issues that affect the ability of brand

manufacturers to market their products profitably and deli&er superior &alue to the consumer.

International ood Information Council KIICL oundation "he IIC oundation is a public

education foundation disseminating sound) science?based information on food safety) nutrition

and health.

International Fife Sciences Institute ounded in 138) the International Fife Sciences Institute

KIFSIL is a nonprofit) worldwide foundation that seeks to impro&e the well?being of the general

public through the pursuit of balanced science. Its goal is to further the understanding of

scientific issues relating to nutrition) food safety) to5icology) risk assessment) and the

en&ironment by bringing together scientists from academia) go&ernment) and industry.

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http://www.gmabrands.com/index_flash.cfmhttp://ific.org/http://www.ilsi.org/http://www.gmabrands.com/index_flash.cfmhttp://ific.org/http://www.ilsi.org/


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YO;R HEALTH AND O;R BE>ERAGES

"here is growing confusion about what constitutes a healthy diet. 7ith so much

conflicting information a&ailable about health and nutrition) it can be &ery difficult to determine what is

accurate and what is not.

"he truth is that soft drinks and other be&erages ha&e a place in a healthy lifestyle. A healthy diet

incorporates the basic principles of &ariety) balance and moderation without sacrificing en'oyment.

HEALTH AND O;R BE>ERAGES -- THE FACTS

F&6s "$ Di&!ees &$* S"f Dri$0s

• Soft drinks do not contribute to diabetes.

• Children who are obese ha&e a greater risk of type ! diabetes but this is not related to the

sugar content in soda

F&6s "$ As)&r&'e &$* S"f Dri$0s

Qey act

• Aspartame is a safe low?calorie sweetener) appro&ed by more than 30 nations and scores of

health organiations) that has ne&er been linked to any health risks.

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F&6s "$ Heh B"$es &$* S"f Dri$0s

Ke F&6

"he caffeine and phosphoric acid in soft drinks does not affect bone health.

F&6s "$ H)er&6i/i &$* S"f Dri$0s

Ke F&6

"he sugar in soft drinks does not cause children to be hyperacti&e.

F&6s "$ Mi#0 C"$s')i"$ &$* S"f Dri$0s

Ke F&6

• "he consumption of soft drinks has not affected calcium consumption.

F&6s "$ Se*e$&r Lifes#e &$* O!esiKe F&6s

• 6ising obesity rates are due in large part to sedentary lifestyles and lack of physical acti&ity.

• Soft drinks can be part of an acti&e lifestyle

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F&6s "$ S%&r &$* S"f Dri$0s

Ke F&6s

• Sugar consumption has not been shown to cause obesity.

• "here are no nutritional differences between sugars and the body uses them all the same way.

• "he amount of sugar and calories in soft drinks is about the same as many fruit 'uices

F&6s "$ C&ffei$e &$* S"f Dri$0s

Ke F&6s

• Soft drinks containing caffeine are not addicti&e.

• Caffeine has no negati&e impact on hydration or bone health.

• "here is no connection between cardio&ascular disease and caffeine.

PROD;CT OF COCA COLA

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In 138,) a new Cola emerged from laboratory research. "hrough internal e&aluation and thousand by

blind taste tests) consumer said they preferred it o&er both Coca Cola and its primary competition. As a

result. In April 138,) the company proudly introduced the new taster of coke the first change in the

secrete formula since my product way created in 188.

he launch of Coke with the new taste took place in the


34/75

FANTAO

"he name NantaN was first registered as a trademark in Germany in 13:1) when it

was used for a few years for a soft drink created from a&ailable materials and

fla&ors. "he name was then re&i&ed in 13,, in -aples) Italy) when it was used for

the NantaN orange drink we know today. It is now the trademark name for a line of fla&ored drinks sold

around the world

DIET COKE O

"he e5tension of the Coca?Cola name began in 138! with the introduction of diet

Coke Kalso called Coca?Cola light in some countriesL. *iet coke 4uickly became the

number? one selling low?calorie soft drink in the world.

>ANILA @

It is an Ice Cream in taste. Faunched in !00:.

2:


35/75

LIMCA@

"his is thirst?4uenching be&erage features a fresh and light lemon?lime taste and

a lighthearted attitude. "he Fimca brand was introduced in 131 and ac4uired by

the Coca?Cola Company in 1332.

MAAA @

aaa) launched in 138: and ac4uired by "he Coca?Cola Company in 1332) is a non

carbonated mango soft drink with a rich) 'uicy m natural mango taste

.

TH;MPS- ;P @

In 1332) "he Coca?Cola Company ac4uired this brand) which was originally

introduced in 13. Its strong and fiy taste makes it uni4ue carbonated Indian Cola.

KINLEY :ATER@

"his is thirst?4uenching be&erage features fresh the fresh water with the

saturated o5ygen le&el.

S;NFILL@

2,


36/75

"hirst?4uenching be&erage feat ures a fresh and light orange taste

"his is ghthearted attitude.

COCA-COLA IN INDIA

Famous Ads of Coke

2


37/75

Famous Ads of Thums-up

Famous Ads of Fanta

Famous Ads of Sprite & Lima2


38/75

Famous Ads of !aa"a

28


39/75

ST;DY OF THE PROD;CT

A product line is group of products that are closely related because they perform a similar

function are sold to the same customer group are marketed through the same channels or fall

within gi&en price range.

S?LNO? PROD;CT FLA>O;R COLO;R

1. "humps Cola +urnt sugar

!. Fimca Femon "etrain

2. anta >range >range

:. aaa ango ellow

,. Coke Cola +urnt sugar

. Sprite Fime -o colour

. minute maid >range >range

23


40/75

A BRIEF PROFILE OF FLA>O;R AND PAC

F#&/"r I$%re*ie$s P&60 Pr"*6 C"')&$

C"#& C"#& F#&/"r

6&r!"$&e*

+&er s%&r

.((M#?

2((M#?

5((M#?

1 Lire

1?5 Lire

. Lire

C"0e

Th's)

C"6&-C"#&

Or&$%e Or&$%e

F#&/"r C&r!"$&e*

:&er S%&r

.((M#?

2((M#?

5((M#?

1 Lire

1?5 Lire

. Lire

F&$& C"6&-C"#&

Fri i6e M&$%" P#)

Tre&e* +&er

s%&r

.5( ML M&&& C"6&-C"#&

:0


41/75

C#"*

Le'"$

Le'"$ F#&/"r

C&r!"$&e*

:&er S%&r

.((M#?

2((M#?

5((M#?

1 Lire

1?5 Lire

. Lire

Li'6& C"6&-C"#&

C#e&r

Le'"$

Le'"$

F#&/"r

C&r!"$&e*

:&er S%&r

.((M#?

2((M#?

5((M#?

1 Lire1?5 Lire

. Lire

S)rie C"6&-C"#&

:1


42/75

PROBLEM OF COCA COLA COMPANY

"he Coca?Cola Company has been criticied for its business practices as well as the alleged ad&erse

health effects of its flagship product. A common criticism of Coke based on its allegedly to5ic acidity

le&els has been found to be baseless by researchers@ lawsuits based on these criticisms ha&e been

dismissed by se&eral American courts for this reason

Since there are indications that Nsoda and sweetened drinks are the main source of calories in American

diet)N most nutritionists ad&ise that Coca?Cola and other soft drinks can be harmful if consumed

e5cessi&ely) particularly to young children whose soft drink consumption competes with) rather than

complements) a balanced diet. Studies ha&e shown that regular soft drink users ha&e a lower intake of

calcium) magnesium) ascorbic acid) ribofla&in) and &itamin A. "he drink has also aroused criticism for

its use of caffeine) due to the possibility of physical dependence. A link has been shown between long?

term regular cola intake) of which Coca?Cola is the most consumed brand worldwide) and osteoporosis

in older women Kbut not menL. "his was thought to be due to the presence of phosphoric acid) and the

risk was found to be same for caffeinated and noncaffeinated colas) as well as the same for diet and

sugared colas.

Although numerous court cases ha&e been filed against "he Coca?Cola Company since the 13!0s)

alleging that the acidity of the drink is dangerous) no e&idence corroborating this claim has been found.


43/75

used to produce corn syrup may come from genetically altered plants. Some nutritionists also caution

against consumption of high fructose corn syrup because of possible links to obesity and type?! diabetes.

In India) there e5ists a ma'or contro&ersy concerning pesticides and other harmful chemicals in bottled

products including Coca?Cola. In !002) the Centre for Science and Hn&ironment KCSHL) a non?

go&ernmental organiation in -ew *elhi) said aerated waters produced by soft drinks manufacturers in

India) including multinational giants %epsiCo and Coca?Cola) contained to5ins including lindane) **")

malathion and chlorpyrifos P pesticides that can contribute to cancer and a breakdown of the immune

system. "ested products included Coke) %epsi) and se&eral other soft drinks) many produced by "he

Coca?Cola Company. CSH found that the Indian produced %epsiDs soft drink products had 2 times the

le&el of pesticide residues permitted under Huropean


44/75

F;T;RE OF COCA COLA COMPANY

Coca Cola claims to ha&e sold 0 million cases of its products between 1st January and 21st ay)

which is a 20M 'ump in &olumes o&er the same period last year. Indi&idually also Coca Cola has grown

by :8M) "hums

n the other hand the ri&al Cola giant %epsi has grown by an impressi&e :!M. At

this pace Coca Cola hopes to close the year with around 1!8 million cases while %epsi hopes to do 10,

million cases. Also an >6G ? A6G sur&ey conducted for Coca Cola shows that the top ? of ? the ?

mind awareness gap between %epsi and Coke is narrowing down e&ery month. In August) !00:) only

13.:M of a sample soft drinks consumer population recalled seeing a coke ad&ertisement while 2M

remembered %epsi instantly. +y -o&ember) the same year the figures were ? !1.M were aware of Coke

and 22.M knew about %epsi) In arch 1338) the gap had filled further with 2!M aware of %epsi and

20.:M appraised of Coke.

+etween 1332) when Coca Cola ac4uired the %arle Soft *rinks *i&ision) and !00:) its o&erall

market share had dropped from a comfortable 3M to ,1M while %epsi oomed from a paltry 1M to

:0M during the same period. %epsi;s gains came from market growth and a large chunk of it was at the

e5pense of Coke.

In India Coca Cola has an established bottling infrastructure comprising of ,! bottling plants

and a portfolio of eight strong brands. Hach of these brand has a character of its own. Thums Up has the

macho image targeted towards the !0?!3 year olds@ Fanta is the Ufun drink; the first lo&e of 12?13 year

olds and Limca has the Utake it easy; image. "he brands Coca Cola) Thums Up) Limca and Fanta ha&e

been identified as national brands in India.

Coca Cola is now planning to set up four down stream bottling companies and the franchisee

bottler is being gi&en two options to either 'oin hands or sell out. >f the ,! bottlers in India only 1!

::


45/75

ha&e formed 'oint &entures so far and that two mainly in the south. Another ten bottlers are sitting on

the fence.

"he backbone of success of Coca Cola has been the bottler) the franchisee in partnership and the

local operating unit of the Coca Cola system. "he Coca Cola Company works with bottler partners all

around the world to create effecti&e operating units at the local le&els. "he ties that bottlers ha&e with

local customers) consumers) go&ernments) banks) entrepreneurs) charities and sports organiation are

critical to the success of the Coca Cola system.

"he Coca Cola bottler system today consists of appro5imately !),00 ownerships worldwide) which &ary

greatly in sie. >n one end of the spectrum is Leticia) an independent bottler operating in the middle of

the Amaon 'ungle where %eru) Colombia and +rail intersect ? ser&ing a population of 20)000 people.

At the other end of the spectrum are companies like Coca Cola Enterprises) the largest bottler in the


46/75


47/75

"o know the share of coke ( %epsi in +areilly region.

"o know the retailer response towards the company.

"o know retailer suggestion ( recommendation about coke.

"o find out the gap between demand ( supply.

;SE IMPORTANCE OF THE PROECT

Appro5imately 0M of Coca Cola be&erage purchases are impulse purchases. "his means that when the

consumer enters a retail outlet he did not ha&e any intention in mind of purchasing) but on impulse he

made the purchase. "o promote impulse purchasing two factors are &ery critical. "hey areO

∗ A&ailability

∗ isibility

:


48/75

A&ailability means that the products should be a&ailable to the consumer where&er he is and whene&er

he demands it. isibility means that the products or its trademark should be &ery much prominent and

&isible to the consumer so as to promote impulse purchase.

+ut the &ery first factor of Ua&ailability; is a ma'or problem in the *elhi market. +ut this is not the case

in all parts of the city. *uring the peak summer season parts of the city simply go dry and remain so for

days together. At the same time other parts of the city has ample stock. "his non?a&ailability reflects

&ery poorly on the world;s most recognised brand;s image) not to say the effect it has on the sales of the

company.

oreo&er) Coca Cola is not facing much of a competition from its traditional archri&al %epsi. "his is

because the only bottling plant of %epsi in the northeast of India is in *imapur) -agaland and its

capacity is &ery less to cater to the whole of this region. It caters to the population of -agaland and

parts of upper Assam bordering -agaland. this is the only reason why %epsi has no &isible presence in

*elhi and why it has not been able to penetrate into the strong Coca Cola market.

+ut now %epsi is setting up a bottling plant in 6ani) &ery close to *elhi that will ha&e the same

capacity as the Coca Cola plant. "his bottling plant) which is due to start operations in September 1338)

will then cater to the whole population of the northeast. -ow) if the glaring deficiencies of Coca Cola in

its distribution network is not remedified than %epsi will certainly succeed in eating into a siable chunk

of the Coca Cola market.

:8


49/75

or these abo&e reasons this pro'ect is significant to Associated +e&erages %ri&ate Fimited so that they

do not lose out its strong hold on the *elhi market when their arch ri&al %epsi enters the battle field. or

me also this pro'ect is of great significant) as after ha&ing chosen marketing as a career this pro'ect has

gi&en me an opportunity to get an insiders &iew of operations of one of the world;s most recognied

brands.

RESEARCH METHODOLOGY

HEAD OFFICE (BBL)

INTERNET

PAPERS & RECORDS

"he data collected from the abo&e mentioned sources helped me in getting information about the brief

history of C>QH Co.

METHODS OF DATA COLLECTIONS

"he data collected for H*S pro'ect was primary data. "he data was collected through personal

inter&iews) which was in the form of direct in&estigating. "he inter&iew was &ery structured because we

only ask the 4uestions as per the H*S format.

"he method for data collection has limitation) which are as follows.

"he o&erlapping or routes created problem during the sur&ey.

:3


50/75

any of the times especially in the afternoon the shops were closed) therefore we ha&e to audit

the routes.

Since there was no such list a&ailable for the caterers) we ha&e to mo&e to e&ery corner of the

city to identify the.

*ata collection Sources

"he data mostly collected) such as sales figures of pre&ious years) number of distributors@ retailers etc.

were obtained from the company office itself. oreo&er) other secondary data such as -ational arket

share of Coca Cola brands etc. were obtained from magaines such as +usiness India and newspapers

like "he "imes of India. "he primary data was obtained from the 4uestionnaires administered on

consumers.

DATA COLLECTION METHODS AND INSTR;MENTS

"he data collection method for this pro'ect begins with finding a sample of the population. "he

population for this pro'ect was the entire +areilly and finding a fairly representati&e sample of this

population can ne&er be perfect.

At the &ery beginning the whole market was di&ided into twel&e ones each ha&ing one distributor of

Coca Cola and samples proportionate to the number of retailers the distributor caters to are taken. Again

from each distributor one the sample taken was at random. "here was no set pattern to select a sample.

oreo&er) there may be a bias in the findings) since a ma'ority chunk of the sample were consumers at

the point?of?purchase in market places) parks) cinema halls etc. "he distributor all o&er the +areilly has

3!0 retailers under them) which include pan?7alla;s) school canteens) institutional or office canteens

,0


51/75

etc. "he distributors do not ser&e e4ual number of retailers indi&idually. Qeeping this in mind the

sample sie taken from each distributor one is proportionate to the number of retailers in each one.

"he instrument for data collection was a structured 4uestionnaire targeted towards soft drinks

consumers. "his 4uestionnaire was to know the tastes and preferences of consumers of soft drinks. As

far as interacting with distributors and retailers of Coca Cola products there was no fi5ed structure. "he

mode of communication was informal and friendly con&ersation) which does not limit discussion within

a well?defined boundary. "his helps in listening to the distributor and retailers what they ha&e to say)

because prime importance needs to be gi&en to this) as they are the people who stay in the market the

whole day. Informal and friendly con&ersation also allows the mask) that one wears when doing

business) to be dropped to accommodate free flow of thoughts and ideas. +y going to the market and

'ust watching how a consumer buys a Coca Cola and how a retailer sells it) one can get a good idea of

the operations of the market also.

EEC;TION OF THE PROECT

"here were se&eral routes directs and indirect. >ne route was co&ered in three days K! days with the

company;s &ehicle and 1 day independentlyL

FIELD :ORK PLAN

y pro'ect duration was of 1 and a half month a field work plan was drawn up to manage time

effecti&ely. "he fieldwork was planned for completion within 20 days.

"he number of days allotted for the fieldwork was based on the number of respondents to be

administered as per the sampling plan.

,1


52/75

or the first week while &isiting the area co&ered by the distributor Rs Qamrup Hnterprises. I went in

the Coca Cola distribution &an. In the morning) I was picked up on the way to the market. "his enabled

me to obser&e from close 4uarters how salespersons of the company go about in their business how the

retailer) distributor and the company sales person interact amongst themsel&es. After the first week I

decided to go on my own as my schedule did not match with the schedule of the sales persons and the

distribution &ans.

+esides administering the structured 4uestionnaires on consumers most of the time was de&oted to

interacting with the retailers talking about their problems) how they can be sol&ed and how can Coca

Cola capture more of the +areilly market.

RESEARCH DESIGN

A research design is an arrangement of condition for collection and an analysis of data in a manner that

aims to combine rele&ance to the research purpose which economy in procedure. In fact research design

is conceptual structural within which research is conducted. It constitutes the blueprint for the

collection) measurement an analysis of data. "he data re4uired in this endea&or includes both primary

and secondary data.

EPLORATORY RESEARCH

H5ploratory research are also termed as formulate research studies. "he main purpose of research study

is that of formulating a pigation or a de&eloping working hypothesis. "he in&estigation thus carried out

by researcher in +areilly region is disco&ering of ideas and insights.

,!


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SAMPLING DESIGN

;NI>ERSE

All the items comprising field of the in4uiry constitute a uni&erse. "he uni&erse in our research study

was no. of retails shop a&ailable in +areilly region.

SAMPLING ;NIT

Sampling unit means indi&idual entity or indi&idual retail shop.

SAMPLING SIE

It means sie of the selected sample .In my research pro'ect) the sie of sample was such that it

represent the uni&erse. "hus the optimal sie of the sample is one that fulfills the re4uirement of

efficiency) representati&es) reliability and fle5ibility.

%redefine %erforma for obtaining information. "he sales sheet is ha&ing the sub'ect such as..

SAMPLING PLAN

"arget population of the uni&erse 6etailers of +ho'ipura) *ohna)

Abhaypur) +hawanpurwa) C.+. Gan'

Sampling sie 100

,2


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Sampling ethod Simple 6andom Sampling

Area of Sur&ey +A6HIFF 6egion

,:


55/75

S:OT ANALYSIS

STRENGTH

1. Coca?cola potential brands position in the market.

!. Good 4uality and inno&ation of product for long term customer relationship.

2. Good ad&ertising campaign) and brand ambassador.

:. Ad&ertisement campaign more effecti&e and change punch line make. Hmotional touch with

customer and retail.

,. Eigh in&estment in research and de&elopment.

. Coca?cola has a good market share.

. Segment of coke product to e&ery age group.

8. "o satisfy of retail or through schemes SGA) display.

:EAKNESS

1. Fack of proper distribution in many areas.

!. Fack a&ailability 1 it ( 1., it product pack.

2. Fack supply of Qinley water in the market.

,,


56/75

:. 6ising -o. of date dealers that will wrong effect in market condition.

,. 6etailers are not getting schemes at any time.

. -o distribution enough to retailers.

OPPORT;NITY

1. Coke is able to large market share.

!. ore monopoly counters of coke brand.

2. "o impro&e market mi5 Kproduct) price) promotion) placeL

:. "o increase the sale on kinley water.

THREATS

1. %epsi is the ma'or competitors) that means watch myopia in the market e&ery time.

!. %epsi has captured ma'or market of ,00ml) 1., ( ! it.

6etailers di&ert to %epsi because they are getting good schemes and SGA signage. Increase local brand

in the Coke;s

,


57/75

DATA ANALYSIS FINDINGS

T&!#e- I

Prefer " h&/e 6"#* *ri$0s

R ESPONSE N" "f Res)"$*e$ Per6e$&%e J

es 100 100M

-o 00 00M

"otal 100 100M

A$i6 I$er)re&i"$@

"he gi&en Chart ( "able show that the most no. of respondent like to take cold drink because it

gi&es the full satisfaction in the hot and humid day. It was found that 100M of respondent likes to take

the soft drinks and 00M respondent don;t want to take cold drinks. "he people who don;ts prefer are

because of their taste and preference. "hey are of the perception that Fassie and -imbu pani are

beneficial than the carbonated soft drinks.

,


58/75

"he population of +areilly as of now is appro5imately 8),0)000 and if we relate this to the sales

figure of !00: we will get a rough estimate of the per capita consumption of soft drinks in the

city. "he sales figure for !00: was 1)10)000. H&ery indi&idual consumer consumes

appro5imately : bottles of soft drinks annually.

*ata collected from the 4uestionnaire ranks "hums


59/75

"he popularity of "humbs


60/75

establishes rapport with the retailer) discusses new sales opportunities and merchandises the

products ordered) usually the following day and does additional merchandising.

"he abo&e two systems were direct distribution system. "he other form of distribution system

wherein an organiation which is not part of Coca Cola system i.e. the distributor) has control o&er

the elements of distribution &i. deli&ery) merchandising and local account management

In +areilly there are twel&e authoried distributors who control the four &ital

elements of distribution. Hach of these distributor is allotted a fi5ed number of empties Ki.e. cases with

empty bottlesL. Suppose a distributor is allotted 1000 empties. "he distributor may return say ,00

empties and get them filled up. "hese filled cases are then sent to the retail outlets within the

distributor;s one of operations. "ill the time these cases come back as empties the other ,00 empties

are filled up by the bottler and in this way the cycle goes on.

0


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GRAPHICAL ANALYSIS

*ata collected from the 4uestionnaire ranks "hums


62/75

Thums Up Coca Cola Pepsi Fanta Miin!a Limca "thes

#$##%

&$##%

'#$##%

'&$##%

#$##%

&$##%

#$##%

"he popularity of "humbs


63/75


64/75

in&ol&es managing the financial part of the transaction) de&eloping and maintaining rapport

with the retailer and looking for additional sales opportunities.

+y looking for new sales opportunities) the sales person can help the retailer impro&e his

business. or e5ample) the salesperson might identify opportunities for the retailer to sell more

product or consider what additional products consumers may want.

Another type of sales techni4ue is called the Ad&ance sell or %re?sell system. In this system) a

sales person calls on each retailer with the specific purpose of making a sales call) but does not

actually deli&er the products. "he sales person establishes rapport with the retailer discusses

new sales opportunities and merchandises the products ordered) usually the following day and

does additional merchandising. "he abo&e two systems were direct distribution system. "he

other form of distribution system wherein an organiation which is not part of Coca Cola

system i.e. the distributor) has control o&er the elements of distribution &i. deli&ery)

merchandising and local account management

In +areilly there are twel&e authoried distributors who control the four &ital

elements of distribution. Hach of these distributors is allotted a fi5ed number of empties Ki.e.

cases with empty bottlesL.

Suppose a distributor is allotted 1000 empties. "he distributor may return say ,00 empties and

get them filled up. "hese filled cases are then sent to the retail outlets within the distributor;s

one of operations. "ill the time these cases come back as empties the other ,00 empties are

filled up by the bottler and in this way the cycle goes on.

:


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CONCL;SION

rom the analysis of the data) it can be concluded that the market share of Coca?Cola is more

due to its brand name and awareness and its a&ailability in +areily region. "he demand of Coca?

Cola;s product is more with the comparison of its competitors product.

Supply of &arious fla&ours is not ade4uate. la&our likes Fimca and aaa ha&e a high

customer demand) but their supply is irregular. Competitors are taking ad&antage of this

6eplacement procedure of faulty bottles is &ery low. It promotes retairs dissatisfaction.

,


66/75

RECOMMENDATIONS

"o rectify the abo&e deficiencies the following suggestions may be helpful to the company.

"he capacity of the bottling plant needs to be increased. +ut this may not be feasible keeping in

mind the constraints of the company;s financial strength. In that case) the company should go in

for a 'oint &enture with Coca Cola India which will go a long way in facilitating an increase in

the plant capacity or setting up another plant.

"he operations of the distributors should be more closely scrutinied so that they cannot

encroach on others territory. or this a watertight map of the distributor ones should be made.

"he distributors should be made accountable for any deficiency in their respecti&e areas of

operation. "his will go a longway in ensuring that no area goes dry for days together and will

also promote more product &isibility.

Suppliers of carbon dio5ide and sugar can be appointed within the state after strict 4uality

control tests and constant monitoring thereafter. "his will go a long way in cutting down

transportation costs and the hassles in&ol&ed will be eliminated. Also) this will generate

employment for the local masses and the company can earn goodwill of the public which in turn

will ine&itably promote salesFapses in communication can be &ery crucial as in this industry the

a&erage time period from production to consumption can be 'ust a few hours. 7hen a

concentrate of Coca Cola is needed and concentrate for "hums


67/75

LIMITATIONS

"ime was ma'or constraint in the study process

*ull process and unwilling respondent also affect the result of the study

"he result of the study is applicable to the sur&ey area only.

Some of the retailer could ha&e been raised and could not been achie&ed the actual information.

It is assumed that the information gi&en by the respondents is authentic and best of their

knowledge.


68/75

ANNE;RE

;ESTIONARE FOR RETAILER ?

6etailer;s -ame O

Se5 O Age O

=?1 *o you get deli&ery in timeT

es K L -o K L

=?! Are you happy with the company ser&iceT

es K L -o K L

=?2 7hich of the company you feel ha&e better ser&iceT

Coke K L %epsi K L

=?: Eow many days a takes to deli&ered the goodsT

>ne to two K L ore than two days K L

=?, *o you get benefits of daily schemes launched by companyT

es K L -o K L

=? *o you recei&ed the ordered 4uantityT

es K L -o K L

8


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=? *o you want salesman to be changed at regular inter&alT

es K L -o K L

=?8 7hich fla&or is more demandedT

%epsi K L

irinda orangeRFemon K L

ountain *ue K L

Slice K L

up K L

=?3 Are the Company;s officers &isit time to timeT

es K L -o K L

3


70/75

;ESTIONNAIRE FOR CONS;MERS OF SOFT DRINKS

6espondent;s -ame

Se5 O Age O >ccupation O

%lease tick your choice or answer where&er necessaryO

1. 7hich is your fa&ourite soft drink T

KaL Coca?Cola KeL irinda

KbL %epsi KfL Fimca

KcL "hums

thersKplease specifyL

KdL anta

!. 7hat makes this soft drink your fa&ourite T

KaL "asteRla&our KdL Hasy A&ailability

KbL %rice KeL Ad&ertisementRpromotions

KcL +rand image KfL >thersKplease specifyL

2. 7hat form of packaging do your buy most T

KaL 1 1R! Fitres carry away perbottle

KbL 200 ml bottle

KcL 220 ml Can

:. *o you buy your soft drinks dailyT

esR-o

0


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,. Eow much do you consume daily K220 ml bottlesL T

KaL 1 bottle KcL :R, bottles

KbL !R2 bottles KdL more than , bottles

. In case you do not find your fa&ourite soft drink with your retailer do you buy any other

alternati&e T

. Eow does your retailer e5plain the non?a&ailability of your fa&ourite soft drink T

8. 7hich is your fa&ourite soft drink ad&ertisementT

%lease specify where you saw it T

3. "ele&ision ad&ertisements play a ma'or role in the buying process of soft drinksT

KaL Strongly agree KbL Agree KcL -eutral KdL *isagree

KeL Strongly disagree

10. Can you suggest impro&ements to make your fa&ourite soft drinks e&en betterT

1


72/75

SLOGANS ;SED TO AD>ERTISE COCA-COLA O>ER THE YEARS

130:

13!!

13!

13!3

132!

1328

1323

13:8

13,

13,3

132

130

131

13

133

?

?

?

?

?

?

?

?

?

?

?

?

?

?

?

*elicious and 6efreshing

"hirst knows -o season

Around the corner from e&erywhere

"he %ause that 6efreshes

Ice?cold sunshine

"he best friend thirst e&er Ead

Coca?cola Goes Along

7here there;s coke there;s

Eospitality

Coca?colaB.makes good things

"aste better

+e 6eally 6efreshed

"hings go better with coke

It;s the 6eal thing

I;d like to buy the world a coke

Coke adds life

Ea&e a coke and a smile

!


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138!

1383

1383

1332

1338

1338

1338

?

?

?

?

?

?

?

7hen coca?cola is part of your

life)you can;t beat the feeling

Can;t beat the feeling

Can;t beat real things

Always Coca?cola

Hat cricket) Sleep cricket) *rink only

Coca?cola

Hat football) Sleep football) *rink

only Coca?cola

BIBLIOGRAPHY

Sies

• www.cocacola.com

• www.pepsico.com

• "he "imes of India

• "he "elegraph

• "he Hconomic "imes

Ad&ertisement on coke products.

Ad&ertisement on %epsi product.

Consulted Fibraries

• American Fibrary

2

http://www.cocacola.com/http://www.cocacola.com/


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• +ritish Fibrary

Consulted +ooks

• 6esearch for marketing *ecision by P. Green, D.S. Tull, G. Alba

• arketing anagement ? Phillip otler.

:


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