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Summer Training Project Report on
MARKET SHARE AND BRAND AVAILABILITY
AT
Coca-Cola
Submitted By:
VAIBHAV SHUKLA
BATCH
PGDM (2010-2012)
A PROJECT REPORTIn partial fulfillment for the award of the diploma
of
PGDM.
Jagan Institute of Management Studies, Jaipur
June 2011
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ACKNOWLEDGEMENT
I am grateful to MR.ASHISH KHANDELWAL , whose encouragement, Guidance and
support from the initial to the final level enabled me to develop an understanding of thesubject.
I am grateful to Dr. DEVENDRA SHARMA, whose guidance enabled me to
complete the project as per requirements.
Lastly, I offer my regards and blessings to all those who supported me in any respect during
the completion of the project.
VAIBHAV SHUKLA
PGDM (2010-2012)
16-06-2011
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TABLE OF CONTENTS
S.No
.
Topic Page
No.
1 Abstract 5
2 Objectives 6
2 Introduction 7
3 Company Profile 12
4 Product Profile 17
5 SWOT Analysis 30
6 Research Methodology 31
7 Research Objective 35
8 Research Design 36
9 Data Collection
Methods
37
10 Analysis & Findings 39-52
11 Personal Observations 5312 Recommendations 54
13 Conclusion 55
14 Limitations 56
15 Questionnaire Used 58-59
16 Bibliography 60
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ABSTRACT
Coca Cola has come a long way since its beginnings, from selling nine bottles a day to
currently over 800 million.
In this project, we perform a comprehensive audit of Coca-Cola's marketing program and
recommendations developed for future marketing plans.
We provide recommendations for Coca-Cola's marketing efforts as well as product line
enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These
recommendations include:
Pursuing a multi-pronged marketing strategy
Quality of the products should be improved and the ingredients of the
products should be
mentioned on the products so that the consumers might be aware of the products they
are consuming
The company must try to make different brands of Coca-Cola available at
every retail
outlet whether it is large or small, otherwise the consumer may go for substitute.
The main objective of this study lies in understanding the organization. This project is based
on information collected from primary and secondary sources.
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OBJECTIVES
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DEMAT ACCOUNT
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CHAPTER-2
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SWOT ANALYSIS
StrengthsCost advantageEffective communication
High R&DOnline growthLoyal customersMarket share leadershipStrong management teamStrong financial positionPricingReal estateReputation managementUnique productsdiverse products and offers for the
customers
strong brand recallstrong reach to the massesnationwide reach of the massesamong the top 5 brokerage houses in the
countrygood will
WeaknessesDiseconomies to scaleNot innovativeNot diversifiedUbiquitiouegory, products, serviceshigh employee turnoverless small investorsless competitiveemployees not properly skilled
infrastructure not up to the mark
OpportunitiesFinancial markets (raise money through
debt, etc)InnovationOnlineProduct and services expansion
penetration in developing citiesincrease in awareness of people about
stock marketincrease in wealthpositive market sentimentsgrowth of technology and awarenessincreased internet usage
ThreatsCompetitionCheaper technologyEconomic slowdown
External changes (government, politics,taxes, etc)
Exchange rate fluctuationsLower cost competitors or importsPrice warsProduct substitution
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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary and secondary sources.
After the detailed study, an attempt has been made to present comprehensive analysis of Coca
cola. In data collection two methods are used, one is qualitative and one is quantitative
method.
In quantitative technique, analysis tool to find the market share of Coca-Cola in areas covered
under VITAL. In collecting requisite data and information regarding the topic selected, Ivisited 43 shops and collected the data.
For this study, the survey was conducted in the entire city of Pilibhit covering all the
categories including students, working professionals etc.
The sample was randomly selected from Agra district & respondents were in the age group of
18 to 60+ years. The responses of the respondents were recorded on a pre-coded structure
questionnaire by the part-time casual interviewers trained for this purpose. The data in the
coded form were collected from the interviewers compiled and analyzed While selecting the
respondents due care was taken to give proper representation to female respondents as well as
different age groups & occupational categories.
Research Methods versus Methodology
It seems appropriate at this juncture to explain the difference between research methods and
research methodology.Research methods may be understood as all those methods/techniques
that are used for conduction of research. Research methods or techniques*, thus, refer to the
methods the researchers
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*At times, a distinction is also made between research techniques and research methods.
Research techniques refer to the behaviour and instruments we use in performing research
operations such as making observations, recording data, techniques of processing data and the
like. Research methods refer to the behaviour and instruments used in selecting and
constructing research technique. For instance, the difference between methods and techniques
of data collection can better be understood from the details given in the following chart
Type Methods Techniques
1. Library (i) Analysis of historical Recording of notes, Content analysis, Tape and Film
listening and Research records analysis.
(ii) Analysis of documents Statistical compilations and manipulations, reference and abstract
guides, contents analysis.
2. Field (i) Non-participant direct Observational behavioural scales, use of score cards, etc.
Research observation
(ii) Participant observation Interactional recording, possible use of tape recorders, photo
graphic
techniques.
(iii) Mass observation Recording mass behaviour, interview using independent observers in
public places.(iv) Mail questionnaire Identification of social and economic background of respondents.
(v) Opinionnaire Use of attitude scales, projective techniques, use of sociometric scales.
(vi) Personal interview Interviewer uses a detailed schedule with open and closed questions.
(vii) Focused interview Interviewer focuses attention upon a given experience and its effects.
(viii) Group interview Small groups of respondents are interviewed simultaneously.
(ix) Telephone survey Used as a survey technique for information and for discerning opinion;
may also be used as a follow up of questionnaire.
(x) Case study and life history Cross sectional collection of data for intensive analysis,
longitudinal collection of data of intensive character.
3. Laboratory Small group study of random Use of audio-visual recording devices, use of
observers, etc.
Research Behaviour, Play And Role Analysis
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particular method or technique and why we are not using others so that research results are
capable of being evaluated either by the researcher himself or by others. Why a research
study has been undertaken, how the research problem has been defined, in what way and why
the hypothesis has been formulated, what data have been collected and what particular
method has been adopted, why particular technique of analysing data has been used and a
host of similar other questions are usually answered when we talk of research methodology
concerning a research problem or study.
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DATA COLLECTION METHODS
The success of any project or market survey depends heavily on the data collection and
analysis. It is necessary that the data collected is a reliable data in order to achieve the
research objective. All data sources can be classified into two data:
1. PRIMARY DATA 2 SECONDARY DATA
1) PRIMARY DATA: -Primary data is the data which are fresh and collected for the first
time, and are original in character. There are various Primary data collection
techniques, which have helped in data gathering.
The primary data collection techniques used in the project is as follows:
a) PERSONAL INTERVIEW METHOD
b) QUESTIONNAIRE METHOD
c) OBSERVATION METHOD
2) SECONDARY DATA- Secondary data are those data, which have been already
collected or published for the purpose other than specific research need at hand .This data is
simply used up by the researcher for his purpose of collected the data and its use is now not
the same The secondary data source here in this project are:-
a) MAGAZINES
b) WEBSITES
c) JOURNALS
SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to
question to survey and to control the variances. According to this projects/ surveys the
analytical, interpretive/objective design was chosen.
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Sample Size
Our project Guide, keeping in view the time consideration, determined the size of the
sample arbitrarily. The sample size I have taken 100 units.
Sampling Techniques
For the study we have taken a sample size of 50 respondents pose non probability sampling
technique. Further we also applied convenience sampling, judgment sampling, as a part of
non probabilistic sampling techniques.
Research Instruments-
Questionnaire-A printed questionnaire was their to make the survey.
Sampling plan
Sampling unit - Randomly Selected Respondents.
Sampling size- 100
Sampling procedure-Random sampling
Sampling method- Survey.
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DATA ANALYSIS
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CONCLUSION
As far as I can conclude this study I strongly feel thatr soft drink market is highly
diversified. Although it seems that Coca-cola is the market leader in the study area, it lacks
the necessary innovative marketing techniques being adapted by its main business rival Pepsi.
However, Coca-cola has managed to capatalise its global brand image and is currently the
market leader.
.
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LIMITATIONS
ANNEXURES
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QUESTIONAIRE
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BIBLIOGRAPHY
Business Today
Corporate World
Business Times
www.wikipedia.org
www.economictimes.indiatimes.com
http://www.trustline.in/
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http://www.wikipedia.com/http://www.wikipedia.com/http://www.economictimes.indiatimes.com/http://www.trustline.in/http://www.wikipedia.com/http://www.economictimes.indiatimes.com/http://www.trustline.in/Top Related