Promotional Schemes for Coca-Cola Dealers

A RESEARCH REPORT ON
“TO PROVIDE THE BETTER PROMOTIONAL
SCHEME FOR THE DEALERS”
HINDUSTAN COCA-COLA MARKETING
COMPANY PRIVATE LIMITED
RESEARCH REPORT
SUBMITTED TOWARDS PARTIAL
FULFILLMENT
OF
Submitted By : Submitted To :
Pravindra Kumar Dr. Prashant Srivastava
MBA 4th SEMESTER H.O.D. -MBA Deptt.
SESSION: 2004-2006
JANHIT INSTITUTE OF EDUCATION & INFORMATION,
GREATER NOIDA

For Hindustan Coca-Cola Co. Pvt. Ltd.
2

PREFACE
Practical and Theory are the two aspects of Management education. The practical training
in the domain of management courses has received vital importance. It exposes to the
potential manager towards the actual work situation and gives a student rich insight into
what practically is going on inside the industries, infect it is the implementation of theory
into practices which is the life force of management.
Two months practical training is an obligatory requirement for the M.B.A. It was of great
advantage to receive practical training in Hindustan Coca-Cola Marketing Company
Pvt. Ltd. at Delhi Branch office. The management of the company offered an excellent
learning situation.
There have been considerable changes in the technology, operation and structure of the
industry due to globalization, mergers, environmental issues and available fiber sources,
and new challenges being posed by the changing customer satisfaction levels and multiple
market requirements are forcing industry to adapt to new solutions.
I was assigned special Project: -
 To Provide a Better Promotional Scheme For The Dealers.
3

ACKNOWLEDGEMENT
I take it a matter of great pleasure to submit my research “To
Provide The Better Promotional Schemes For The Dealers” I am
highly indebted to Dr. Prashant Srivastava HOD, Janhit Institute of
Education & Information Greater Noida for guiding me.
At last I am thankful to the library of the institution for providing me
necessary material & all those who helped me in completion of my
project.
Thanks again to every body.
(PRAVINDRA KUMAR)
4

TABLE OF CONTENTS
Page No.
Preface 3.
Acknowledgement 4.
1.Executive summary 07.
2.Profile of Coca-Cola India Limited 09-60
2.1 Industrial Profile
2.2 Company Profile
2.3 Core brands in India
2.4 Advertisement and Punch lines
2.5 Fabulous facts about Coca cola
2.6 History of Coca-Cola
2.7 Coca-Cola India – our Vision, Mission
2.8 Strategy adopted by Coca-Cola
2.9 Marketing mix
5

2.10 Eko introduction
2.11 Awards achieved by coca-cola
2.12 Principles of coca-cola India
3.Introduction to Project 61-68
3.1 Objective of study
3.2 Research Methodology
3.3 Research Technique
3.4 Sampling Area
4.Data sorting, Analysis 69-79
5.Interpretation 80
5.Limitations of Study 81-82
6.Findings 83.
7.Suggestions and Recommendations 84-85
8. Bibliography 86-88
6

EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up an
independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by
virtue of sellout decision of the passed managing director Sh. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was
there in India till 1977. In toady’s market the Coca-Cola hold a 62% market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
Being a capital & biggest business center of India I choose the area of Delhi to conduct my
study and to get lot of exposure & various opportunities to meet different kind of
customers. This project has been under taken to study the availability of complete range of
Coca-Cola products to retail outlets.
To conduct the detail study of my project, I worked for a distributor in south Delhi. During
the training period I covered the whole market of center Delhi and gathered the
information from retail outlets regarding the availability of whole range of Coca-Cola
products. After getting the information, I list out those retail outlets and getting the
response regarding the various promotional schemes of coke and other.
7

PROFILE OF COCA-COLA
INDIA LIMITED
8

INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca,
Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush
to beg a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
company’s engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian
Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American
soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory
taste then Coke. Where as Coca-Cola major selling point was more drink for the same
price and Pepsi emphasized on advertising.
9

During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale
was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation
for merchandising. He and his staff recognized that the main hope lay transforming Pepsi
from a cheap imitator of Coke into a class on soft drink manufacturer.
By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.
In India another company engaged in soft drink market is Coca-Cola. It is one of the most
widely known, accepted and admired trademarks of the world. Coca-Cola was their in
India till 1977, when the Indian Government banned it due to strong resentment against
multinational company’s Coca-Cola was re-launched again in India in September 1993 at
“HATHRAS” near Agra. The India people welcomed the come back of their most loved
Cola in the country with great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,
Gold Spot, Limca, Citra, Maaza, Soda.
10

Soft drink industry is one of the fastest growing industries in India. The basic idea
behind the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
3. The long hot summers in India have increased the consumption of soft drinks.
11

COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.
12

CORE BRANDS IN INDIA
13

CORE BRANDS :
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most
recognized and admired trademark around the globe. Not to mention the
best selling soft drink in the world.
Sprite: In 1961, a citrus-flovered drink made its U.S debut, using
“Sprite Boy “as inspiration for its name. This elf with silver hair and a big
smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest
growing major soft drink in U.S and the world’s most popular lemon-lime
soft drink.
Fanta : The name “fanta “ was first registered as a trademark in Germany in
1941 ,when it was used for a few year for a soft drink created from available
materials and flavors . The name was then revived in 1955 in Naples, Italy,
when it was used for the:” fanta “orange drink we know today. It is now the
trademark name for a line of flavored drinks around the world.
Diet coke: The extension of the coca-cola name began in 1982 with the
introduction of diet coke (also called coca-cola light in some countries). Diet
coke quickly become the number – one selling low –calorie soft drink in the
world.
14

BRAND IN INDIAN ORIGIN
GOLD SPOT: this orange cardonate soft drink was introduced in the early
1950c, and acquired by the coca-cola company in 1993, its tangy taste has
been popular with Indian teenagers
LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime
taste and lighthearted attitude. The limca brand was introduced in 1971
and acquired by the coca-cola company in 1993.
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company
in 1993, is a non carbonated mango soft drink with a rich, juict & natural
mango taste.
THUMPS UP: in 1993, the coca-cola company acquired this brand, which
was originally introduced in 1977. Its strong and fizzy taste makes it unique
carbonated Indian cola.
15

BRAND IN INDIAN
16

ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA
17

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA
1936 - It’s The Refreshing Thing To Do .
1942 - It’s The Real Thing .
1943 - Global High Sign.
1959 - Be Really Refreshed.
1962 - Thing Go Better With Coke.
1969 - It’s the Real Thing.
1970 - I`D Like To Buy The World A Coke .
1976 - Coke Add Life .
1982 - Coke Is It .
1986 - Catch The Wave.
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1989 - You Can’t Beat the Feeling.
1993 - Always Coca-Cola
1998 - Eat Music, Sleep Music, And Drink Only Coca-Cola.
1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.
2000 - I Want Hritik And I Want Coke.
2002 - Thanda Matlab Coca-Cola
2003 - Jiyo Thanda Piyo Thanda .
19

FABULOUS FACTS ABOUT
COCA-COLA
20

1. The world’s largest spherical coca-cola sign is in Nagoya, Japan a top
the dial – Nagoya building in front of the Nagoya railway station. The
sing is a double sphere constructed from more then 46 tone of steel,
more 940meter of neon tubing, and more then, 879 light bulbs. The outer
shape features the coca-cola logo and contour bottle, while the inner
sphere portrays a comic scene with twinkling planets and stars.
2. One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high
and is made from 70,000, 26 ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was
painted in 1894 in Cartersville, Georgia.
4. Coca-cola is one of the world’s most recognizable trademarks
recognized in countries that account for 98 percent of the world’s
population.
5. If all the coca-cola ever produced were in 8- ounce bottles. And these
bottles were distributed to each person in the world. There would be 678
bottles or over 42 gallons for each person.
6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side
by side and end to end to from a lane highway, it would wrap around the
earth 82 times.
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7. If all the coca-cola ever produced were flowing over Niagara fall at its
normal rate of 105 million gallons per second instead of water, the falls
would flow for about a day and a half 38 hours and 46 minutes.
8. the largest representation of the world’s best known package 100 foot
tall glass contour bottle is located at world of coca-cola LOS VEGAQS
22

HISTORY
OF
COCA-COLA
23

Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–
legged brass kettle in his backyard. He first distributed the new product by carrying Coca-
Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design
or accident, carbonated water was teamed with the new syrup, producing a drink that was
proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name
and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide
today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red
has been a distinctive color associated with the No.1 soft drink brand ever since. For his
efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta
chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more
than six decades of leadership took the business of commercial success making Coca-Cola
an institution the world over. Coca-Cola begins as a never tonic, but candy merchant
Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages.
He responded to this demand began offering bottle Coca-Cola using syrup shipped from
Atlanta, during a hot summer in 1894.
24

HISTORY IN INDIA
25

The coca-cola company reintroduced coca-cola in India on October 23,
1993, after an absence of 16 years.
The coca-cola company received approval from the government in July 1996 to
set up a holding company to invest US $ 700 million in downstream operation
of beverages
In July 1997 the holding company was permitted by the government to
operationally its bottling subsidiaries.
The bottling subsidiary currently owns and operates twenty-six bottling
plants and sixty distribution centers across India. In addition, it uses 20 contract
packers to augment its production capacity and cater to the increasing demand
for its wide portfolio of beverage.
26

PROMISE BY COCA-COLA
27

THE COCA-COLA PROMISE
The coca-cola company exists to benefits and refresh every
one it touches. The basic proposition of our business is simple , solid and
timeless . when we bring refreshment , value , joy and fun to our stakeholders
then we successfully nurture and protect our brand , particularly coca-cola .
that is the key to fulfilling our ultimate obligation to provide consistently
attractive to the owner so four business.
More then a billion times every day , thirsty people around the world reach for
coca-cola products for refreshment. They deserve the highest
Quality – every time . our promise to deliver that quality is the most important
promise we make . and it involves a world-wide , yet distinctively local ,
network of bottling partner , supplier , distributor and retailers whose success
is paramount to our own. Our investment in local communities in over 200
countries totals billions of dollars in jobs, facilities , marketing, the purchase of
local good and services, and local business partnership. Always and every
where , we pursue continuous innovation in the products we offer the
processes we use to make them, the package we develop and the way we bring
them to market .
28

YOUR HEALTH AND OUR BEVERAGES
29

YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very
difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing enjoyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
· Soft drinks do not contribute to diabetes.
· The caffeine and phosphoric acid in soft drinks does not affect bone
health
· The sugar in soft drinks does not cause children to be hyperactive.
· The consumption of soft drinks has not affected calcium consumption.
· Sugar consumption has not been shown to cause obesity.
· The amount of sugar and calories in soft drinks is about the same as many
fruit juices
30

COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the Coca-Cola India system, resulting in
customer preference and loyalty, through Coca-Cola’s commitment to them and in a highly
profitable Coca-Cola corporate branded beverages system.
THE COCA-COLA-MISSION
“THE BEST GLOBAL COMPANY”
The mission of Coca-Cola Co. is to increase shareowner value over time. The Co.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand equity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.
31

STRATEGIES ADOPTED BY
COCA-COLA
32

Coca Cola’s Globalization Strategies
The Coca Cola Company is global player and approximately 70 percent of its volume
and80 percent of its profit come from outside the United State Of America. Although it
was perceived as a standardized brand across the world, Coca Cola had been quietly fine
turning its international marketing strategies to suit the needs of individual national
markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin
American and Europe, where a heavy consumer preferred existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater the
needs of different countries. In Indonesia Coke had been selling pineapple and banana
flavored sodas which had been carefully developed to suit local preferences. In Japan,
Coca-Cola had added a coffee drink called Georgia and energy healthy drink named
Aquarius to its product line. In India, the Coca-Cola Company acquired the brands Limca,
Maaza and Thums Up in 1993.
33

MARKETING MIX
34

MARKETING MIX & STRATEGY:
Marketing mix of any organization consists of 4 ps i.e. Product, price, place and
promotion having its own significance, that varies from one organization to the other. in
coca – cola the information about all the 4 P`s that can be available to me is given here:
PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca-cola is to promote all brands available in
the brand packs and to introduce the product in new flavor is also introduced.
PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its major competitor or the market leader.
PLACE: the coca-cola company in India is governed from its corporate office located at
Gurgaon in Haryana . It governs the working of five zones covering whole India these
zones are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh
zone . These zones are divided in to various. Plant, which govern the area assigned to
them. The area is the various distribution centers called distributors and C&F agents. Then
come the retailers / customer for the company’s product,
35

They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.
PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India . Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca-cola is divided in to top line promotion and below the
line promotion.
Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.
36

EKO
INTRODUCTION
37

Eko ---- introduction
In Coca-Cola India we have been implementing an environment management
system - Coca-Cola India eKO Management System - to be used as a tool to
translate all the five eKO policies into action in our day to day operation. The
environmental management is Institutionalized and integrated in annual
business planning cycle by this eKO management system. Views of all
stakeholders including outside world are taken into consideration while setting
annual environmental objectives. The eKO Management System ensures that
all Coca-Cola associates assume responsibility in ensuring that the
environmental objectives/targets are met by constantly monitoring the
environmental performance and taking ongoing corrective action whenever
necessary.
A large part of our relationship with the world around us is our relationship
with the physical world. While we have always sought to be sensitive to the
environment, we use our resources and capabilities to provide active leadership
on environmental issues, particularly those relevant to our business. We want
the world, we share, to be clean and beautiful. The same sprit of innovation in
bringing you different delicious beverages comes alive in implementation of
our environmental programs.
38

Coca-Cola's existence in India or for that matter throughout the world is for
refreshing everybody that comes in contact with us. All our products live up to
this expectation 100 %. What more positive environmental impact a product
can have than creating refreshed minds to take good care of environment?
As a leader in the beverage industry, Coca- Cola India and its business partners
introduced a series of innovation in the areas of production, distribution and
marketing like never before in India.
We have been giving environmental considerations to all our business
decisions right from inception in India in 1993 like:
· Environmental due diligence before acquiring land or starting projects .
· Environmental impact assessment before commencing operations .
· Ground water and environmental surveys before selecting sites .
· Diligent compliance with all regulatory environmental requirements
39

· Since 1993, we have put a ban on purchase of refrigeration equipment
containing CFCs (Know to be Ozone depleting). We buy only non-CFC
cooling equipment even if at extra cost
· We have well equipped Waste Water treatment facilities manned by
trained personnel at all company owned bottling operations as a minimum
requirement
· Every manufacturing plant has a designated Environmental Coordinator
and an active eKO Committee which meets every month
· Our plants comply with same stringent environmental and safety
requirements in plant design and layout to minimize possibility of
accident of damage to environment. Two major plants in India are rated to
be Neutral PLP rating.
· We have affected 50% water saving in last seven years of operations and
13% in year 2001. Minimizing water wastage and implementation of
recovery scheme is the key
· Several of our plants are zero discharge, utilizing water within premises
only.
40

· We have rainwater harvesting done at a number of Plants.
· We have energy conservation programs at all plants. In one year alone, in
past, the monitory savings from these amounted to around Rs. 35
millions.
41

EKO
Impact & Opportunities
We use the results of research and new technology to minimize the
environmental impact of our operations, equipment, products and packages,
taking into account the associated cost or profit for each environmental benefit.
We minimize the discharge of waste materials into the environment by
employing responsible pollution prevention and control practices.
Environmentally Conscious Design
Environmental implications are key factors in the
decision-making process during the design and
development of new products, equipment, packages,
processes and facilities.
Operations adhere to the Company's environmental requirements and
applicable environmental laws and regulations when designing or modifying
products, equipment, packages, processes, facilities and offices.
Operations seek opportunities to incorporate innovative environmental design
principles for maximum overall environmental benefit.
Operations review capital projects for their potential environmental impact and
take action to address environmental issues.
42

Ongoing Environmental Improvement
Operations follow the Company's Good Environmental Practice for Measuring
and Reporting Environmental Performance that
requires:
- Measurement of environmental impacts.
- Setting goals for waste minimization and cost
savings, documents these in annual business plans.
- Implementing continuous improvement programs.
The Company updates The Coca-Cola ecosystems to accommodate changing
technologies and environmental realities in consultation with environmental
managers at all levels of the system and external stakeholders.
43

EKO
Commitment
Our commitment to protecting and preserving the environment extends
throughout our organization. We believe that having effective environmental
management systems requires the involvement of employees at all levels. Our
officers, managers and employees assume responsibility for daily
implementation of our Environmental Management System.
Business Planning
 Operations incorporate environmental management and commitment into
their annual business planning cycles.
 Activities that will eliminate or minimize our impact on the local
environment are integrated into daily business considerations and
operations.
Operations Personnel
Each Company group and division designates an environmental coordinator.
Key Company support functions (Legal, Technical, Marketing, etc.)
designate an environmental coordinator as appropriate.
Each plant designates a plant environmental coordinator.
Operations management provides written descriptions of roles and
responsibilities for environmental coordinators, and evaluates their
performance annually
44

Operations Support
Operations management provides training to help personnel effectively
implement initiatives to meet all applicable requirements.
Operations management ensures new employees receive an environmental
orientation.
Individuals with operational environmental responsibility regularly improve
their environmental knowledge and expertise by participating in users,
seminars, meetings and other programs.
Company Support
The Company develops training programs to address system wide
environmental topics and provides guidance on implementation.
The Company works with our bottling partners to help them implement, at a
minimum, The Coca-Cola eKOsystem or an equivalent environmental
management system.
45

AWARDS ACHIEVED BY
COCA-COLA
46

AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
“Golden Peacock Environment Management Award 2004”
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious
“Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)”
for excellent environment practices and effective control of environmental
impact.
The Dasna unit won this award in the Food & Beverage Industry category for
its environment practices among hundreds of entries received from across the
country. The annual award winner is decided on the basis of a rigorous
assessment procedure, which includes a visit to the facility by a team of
experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO,
Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola
we are committed to preserve, protect and enhance the environment and this
simple belief guides us in everything that we do. We will continue to further
improve our systems and are confident of making a significant positive impact
on our environment in times to come.”
The award will be formally presented to the company shortly by Institute of
Directors, an independent body that recognizes the achievements of
manufacturing units under the categories of Environment, Quality and
Corporate Governance, in association with World Environment Foundation
(WEF), at an official function during the 6th World Congress on Environment
Management.
47

The Dasna plant achieved this distinction by adhering to The Coca-Cola
Company’s internal global quality program called The Coca-Cola Quality
System (TCCQS). TCCQS not only covers environment management, but also
takes into consideration other business aspects such as safety and loss
Prevention (SLP), product quality, packaging quality, process capability
improvement and customer satisfaction. Strict compliance with TCCQS, often
rated as a programmed equivalent to the internationally reputed ISO 14001
System, has also enabled all the company-owned bottling plants in the country
to successfully get the coveted ISO 14001 Certification from Det Norske
Veritas (DNV).
The award has been granted after a thorough evaluation of Dasna plant’s
compliance with a WEF prescribed program assessment format over a period of
1 year from 1st April 2003 to 31st Mach 2004 during which several
environmental performance indicators were monitored and evaluated according
to WEF’s stringent parameters: energy use, water use, wastewater discharge,
compliance with Government regulations and resource utilization.
GPEMA has been instituted by the Institute of Directors in association with
World Environment Foundation (WEF) and is designed to encourage and
recognize effective implementation of environment management system. The
award is given both in manufacturing and service sectors.
48

All India Division COBO’s are now ISO 14001
certified
 All 25 of the India Division’s Company-owned bottling plants have
gained the international standard ISO 14001 Environment Management
System certificate.
 The ISO 14001 certificate is the internationally recognized standard of
Environmental Management.
 A company must demonstrate management commitment, the total
involvement of all employees and a compliance with applicable
regulatory and internal company standards.
 The Company started its compliance effort in February
49

CARBONATED SOFT DRINK
INDUSTRY
50

CARBONATED SOFT DRINK (CSD) INDUSTRY
Industry Structure
There are three major participants in the production-carbonated soft
drinks. They are concentrate producers for example roughly one – half if
Pepsi – cola’s sale are through company owned bottles ; the remaining volume
is sold through franchises bottles line of soft drink in a defined territory , and
not allowed to market to market a directly competitive major brand.
The principal retail channel for channels for carbonate soft drink are
supermarkets, convenience store, vending machines fountain service, and
thousand of small outlet. Soft drinks are typically sold in glass bottle and in
plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with
carbonated water for immediate sales.
51

ADVERTISEMENT AGENCY
52

ADVERTISEMENT AGENCY:
In the year 1991, coca-cola went for more creative advertisements and
split the $ 200million ad account between Mr. . . CAAN ERICKSON and
CREATIVE ARTIST AGENCY (CAA) presently howler. Chaitra leo burnett
handles the coke’s account.
{ India scenario : managing the ad account earlier with a very creative
desirer ting, McCann Erickson managing the to bring out the coca-cola ad
watchers with an Annus Indies” description for the year 1988 – the year that
the Atlanta brand started moving on the thesis that…………. In the once
thunder struck and then choice arm’s reach.
Or getting wall to look red but also about getting the brand’s massage right
through the cortex onto the mind the young India mind.}
53

SOFT DRINK MARKET
INDIAN SCENARIO
54

SOFT DRINK MARKET INDIA SCENARIO
India soft drink industry is witnessing a boom time. Its growth rate is
around 20% with which such growth rate, volume could reach billion crates with in 10
years. Three major multinational companies are fighting to grab a major chunk of business
from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have
seen an enormous potential in this country. Consequently, by world standard, Indian per
capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only grow up.
Soft drink industries has already seen and estimated sale of around 240 million crates
higher then last year’s sale of 204 million in 1998. The Main reason for such a high growth
rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is
for behind.
India is actually more vivid in taste and preference then any other country
market. Delhi jar instance, account for about 20% of total soft consumption in term of
sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is just one soft drink retailer on a
population of 37,600, which is far below the international standard. Where as Philippines
has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlet on a
population of 60 million.
55

PRINCIPLES
OF
COCA-COLA
INDIA
56

PRINCIPLES OF COCA-COLA INDIA
· We will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
· We will recognize the positive contributions that we make individual and team
member to produce our business success.
· We will recognize the positives contribution that we makes individual and term
member to produce our business success.
· We will encourage a learning environment where the people can constantly grow
developed and contribute.
· We will strive for excellence and seek continue improvement in everything we do.
· We will respect the entire stake holder, including employees and suppliers and instill
them with a person to deliver the highest employees and suppliers and instill them
with a passion to deliver the highest quality good and services.
57

POLICY
The Coca-Cola Company exists to benefit and refresh everyone it touches.
For us, Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing expectations
because keeping our Quality promise in the marketplace is our highest business objective
and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...
· The Symbol of Quality
· Customer and Consumer Satisfaction
· A Responsible Citizen of the World
58

STRATEGY ADOPTED BY COCA-COLA TO INCREASE
THE NUMBER OF CONSUMERS
The 3 A's is the underlying strategy for meeting company goals to increase no. of
consumers. The 3 A's are: -
Availability:
To increase the availability of Coca-Cola products in an improved or innovative new
Packaging, dispensing systems, distribution systems, marketing programs and training and
development programs.
Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the likings,
taste and preferences of the target audience. Acceptability can also be increased through
advertising, sponsorships, promotions; youth market activities, community programs and
other activities.
59

INTRODUCTION
TO
PROJECT STUDY
60

OBJECTIVES OF STUDY
61

OBJECTIVES OF STUDY
1. To check out the availability of several promotional scheme of coca-cola for the
dealers.
2. To find out the retailers response regarding the various promotion schemes of
Coca-Cola and to judge to judge its impact on retailers.
3. To make an overall assessment of specified market to provide a better
promotional scheme for the dealers.
4. To draw a comparative analysis of promotional schemes.
62

RESEARCH METHODOLOGY
Problem Definition: -
Identification of those retailers who are not satisfied with
promotional schemes of Coca-Cola’s
Sources of Data: - Primary
The study was conducted with the help of specified
format of the company. All the comparison was made wholly depending on
information gathered first hand.
Research Instruments: -
Observation and asking questions according to the provided
format for the retailers.
63

Research Technique: -
Questionnaire
1. Name of the outlet?
…………………………………
2. Name of the dealer?
……………………………
3. Are you having ‘Rack charge Karo Mobile recharge karo ` scheme?
Yes No
4. Date of joining the scheme.
……………..
5. How did you come to know about this scheme?
Salesman.
MIT.
Visitor.
Other outlet.
Others………………………
6. What did you join this scheme for?
Prizes.
Money.
Display.
Enrich relations with ‘coke`.
Any other…………………….
7. What would you like the most to get as prize?
Cash.
Gifts
Trips
Prepaid connection.
Recharge card .
Any other………………..
64

8. What is the display status?
Warm.
Cool.
9. Do you have any problem regarding this scheme?
Salesman.
Prize distribution .
Any other …………………
10. Which is the most exciting scheme you have participated yet in
‘coca-cola`.
…………………………………………..
11. Which is the most exciting scheme you have participated yet in
Any other brand?
………………………………………….
12. What improvement would you like to have in this scheme?
…………………………………………
13. According to you what should be the duration for these sort of
scheme?
One month.
Three month.
Six month.
One year.
65

SAMPLING AREA
66

Sample Area: -
To conduct the study of my project, marketing department of Coca-Cola gave me a
region of South Delhi. Under the guidance of distributor I covered following areas.
TOTAL – 150 OUTLETS
K.G
MARG,
SHANKAR
MKT.
CENTRAL
DELHI
67
C. P,
GOLE MKT.
RED
CROSS,
RED FORT
L.N.J.P,
PARLIAMEN
T STREET
I.T.O LANE,
BAL
BHAWAN
H.C.M LANE, AJMERI GATE
MEERA
BAZAR
DELHI
GATE,
ANSARI
MARKET

DATA SORTING,
ANALYSING
AND
INTERPRETATION
68

1. NUMBEROF RETAILERS GETTING THE
INFORMATION ABOUT THE PROMOTIONAL
SCHEME FROM THE DIFFERENT SOURCES:
Salesman - 117
M.I.T - 8
Visitor - 18
Other Outlets - 7
TOTAL___-__150___
117
8
18
7
120
100
80
60
40
20
0
salesman M.I.T visitor other
outlets
69

2. THE PUROSE OF JOINING THIS SCHEME BY THE
RETAILERS IS :
Prize - 65
Money - 45
Display - 24
Enrich relation with coke - 16
________________________________________
TOTAL - 150
As shown in the table 65 retailers had a opinion that they should get something
back from the coke with regarded to sales in terms of gift & reward. This
provide to be a motivating factor for them .another 45 were demanding for
monetary profit because it would help them in their business. Yet another 24
demanded display facilities which helps them to increase their sales rest 16 had
totally different opinion i.e. outlets wanted only good relation with the
company.
70

65
45
24
16
70
60
50
40
30
20
10
0
prize money display enrich
relation
with
coke
71

3. AFTER ANALYSNG THE MARKET THE MOST
DEMANDING ITEM AS A PRIZE BY THE DEALARS
:
Cash - 52
Gifts - 73
Trips - 12
Prepaid connection - 7
Recharge coupons - 6
_____________________________
TOTAL - 150
0 20 40 60 80
prepaid
conn.
Trips
Gifts
Cash
72

4. MANY RETAILERS WILL SHOW THE DISPLAY OF
COCA –COLA ON THEIR SHOPE IS A :
Warm - 84
Cool - 66
_________________
TOTAL - 150
84
66
90
80
70
60
50
40
30
20
10
0
Warm Cool
73

5. ACCORDING TO RETAILERS THE DURATION OF
THESE SORTS OF SCHMES SHOULD BE:
One Month - 25
Three Month - 68
Six Month - 47
One year - 10
_____________________
TOTAL - 150
25 outlets suggested towards the one month scheme by which they got regular
and new scheme and more gift. 68 outlets were the favor of three months
scheme as they throught that 3 month schemes are much more profitable then
one month scheme. They can get more refunds from this scheme. They didn’t
for one year or six month scheme because they were also having a view of
getting new scheme from time to time and same was the view of outlets who
voted for six month & one year scheme
74

25
68
47
10
70
60
50
40
30
20
10
0
One
Month
Three
Month
Six
Month
One
year
75

6. THE DIFFERENT EXICITING SCHEME OF COCA-COLA
PARTICEPATED BY THE DIFFERENT OUTLETS.
Cash discount scheme - 82
Scratch card - 23
Rack points - 30
Run collection - 15
______________________________
TOTAL - 150
As show in the figure 82 outlets are prefer the cash discount scheme by coca-cola
by which they got investment to get increase their business . and 23
outlets are at scratch card scheme side in which they got surprise gift and 30 of
them suggest the rack schemes in which they got gifts on display of racks and
15 is for run collection the collects the point as runs and sum of the points got
the gifts .
76

82
23
30
15
90
80
70
60
50
40
30
20
10
0
cash disc.. scratch
card
rack point
schemes
run
collection
77

7. You will get proper scheme.
Yes 86%
No 14%
Yes
NO
78

INTERPRETATION
· Many retailers joined the schemes to get something back from the coke.
This provides to be a motivating factor for them.
· As the figures say that short terms schemes for 6 month gives more time
to outlet to achieve their target.
79

LIMITATIONS
OF
STUDY
80

LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to provide
the exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
3. The time period of study is just 8 weeks, under such constraints the study cannot be
undertaken comprehensively.
4. Geographically area of Delhi was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
5. It being a dynamic market, where competition is cut throat, even outlet change their
response very frequently, thus at a time are biased.
81

FINDINGS
Following are the findings of the survey, which I observed during the survey:
· According to analysis Salesman informed more about the promotional
schemes as compared to other.
· Cash is more demanding item in market by outlets as because it gives
them a financial support to their business.
· The outlets join the schemes to motivate themselves by getting high prize
by company.
82

SUGGESTIONS
AND
RECOMMENDATIONS
83

SUGGESTIONS AND RECOMMENDATIONS
These are the following suggestions, which I recommend to the distributor.
Launching schemes which should act as counter attack schemes for
competitors
In order to raise the sales and compete he market the distributor should
give some extra scheme to its retailers.
· New frequently scheme should be launched.
· In short-term scheme for 6 month should be launched in comparison to
other brand.
84

BIBLIOGRAPHY
85

BIBLIOGRAPHY
The Basics of Coca-Cola: -
Publisher: Coca-Cola Company
Books: -
Author Name - G.C.Beri
Book Title - Marketing Research
Edition Number - Third Edition
Publisher - Tata Mc-Graw Hill
Pages Of Citation - 41, 92, 162, 339
· Others books:-
Author Name - S.p gupta
Book Title - Research
Edition Number - Third Edition
Publisher - Tata Mc-Graw Hill
86

Internet: -
Sites:
· www.cocacola.com
· www.google.com
· www.coca-colaindia.com
· www.myenjoyzone.com
87

QUESTIONNAIRE
88

QUESTIONNARE :
Route No. :-
Name of outlet :-
Contact person :
Address :-
1 . Type of Channel:-
(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other
2. Infrastructure of retail outlet :-
(A) Pepsi Coca-Cola
(a) Empty (i) (i)
(b)Vision/oye (ii) (ii)
(c ) Ice box (iii) (iii)
(d) Signage (iv) (iv)
3.Pack availability of a daily average sale :-
89

(B) Pepsi Coca-Cola
(a) 200ml (i) (i)
(b ) 300ml (ii) (ii)
(c ) 500ml (iii) (iii)
(d) 2000ml (iv) (iv)
(e) Aquafina/Kinley (v) (v)
4.
Facilities Preovided by company:
( c)
Facilities Pepsi coca-Cola
(a) Cash Discount (i) (i)
(b) Credit (ii) (ii)
(c) Empty loan (iii) (iii)
(d) Other (iv) (iv)
5. Types of Status:
(a) Pepsi monopoly (b) Coca-Cola monopoly (c) Mix
90

5. Which company product you sell more? (a)
Pepsi (b) Coca-C0la (c) Both
6. Why you prefer Pepsi /Coke or mix (please. Rank it):
(a) Consumer demand
(b) Service
(c) Scheme
(d) Personal relationship with company employee
(e) Facility provided by the company
(f) Relation with root agent
(g) Company staff frequently visit
7. Retailer satisfaction regarding service:
(i) which company provide better delivery
a) Pepsi (b) Coke (c) Both (d) None
(ii) which company vehicle arrives on time:
(a) Pepsi (b) Coke (c) Both (d) None
(iii) which company provides better service in emergency
(iv) which company’s vehicle is more regular in visit:
91

9. Retailer satisfaction equipment:
(i) which company provides better scheme (visi/oye)
(ii) Which company provides better scheme for ice box:
10. Retailer satisfaction scheme:
(i) Which company comes out with good schemes:
(ii) Which company executes his marketing scheme:
92

(iii) Which company provides better option for marketing scheme:
(a) Pepsi (b) Coke (c) Both (d) none
(iv) Which company offers other more trade scheme:
(v) Which company offers more value trade scheme:
11. Regular satisfaction relationship:
(i) Which company route agent behaves more supportively and professionally:
(ii) Which company official visits more frequently:
(a)Pepsi (b) Coke (c) Both (d) None
93

(iii) Which company officer provide better solutions:
12. Problem (if any):
13. Suggestion (if any) :
RETAILOR ‘S SIGNATURE
94

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