RURAL DISTRIBUTION OPPORTUNITY IDENTIFICATION OF COCO COLA

SUMMER TRAINING REPORT
ON
RURAL DISTRIBUTION OPPORTUNITY IDENTIFICATION OF COCO COLA

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTER OF BUSINESS ADMINISTRATION



(Director) (Lecturer)


Submitted By










PREFACE

The present is an era of cut throat competition after liberalization policy of Indian Govt. plethora of MNC enters in India. As a result to day every business hold a view of globalization.

The new product are launching and the old and absolute product are being obliterating from the market every second.

There is no monopoly played by an enterprise in every one.

There is an existence of rival enterprise the rivals are strong enough to vanguisth each other sort of dared erstine struggle has taken its break though in the corporate and business world..

The same is befalling between Coca-Cola and Pepsi.
Some times one Coca Cola over powered the Pepsi and some time vice versa has taken place regarding the market share and scaled volume though the rivalry contrive rood the year but it is at zenith in summer.


CONTENTS
Introduction
 Company Profile
 Swot Analysis
 CETT Report
 Product Portfolio
Objective of Research
Research Methodology
Data Collection
Data Analysis and Interpretation
Findings
Suggestion
Conclusion
Bibliography
Annexure
Questionnaire











EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
This project high lightens the importance of merchandising and route productivity in the soft drink industry. This project also highlights the promotional activities that were
carried out during the launching of the new products and to increase the market share of their existing products. This project deals with the various aspects of marketing and sales.
E.D.S. survey, we mean that, other than doing the fresh marketing activities, creating new consumer & customer, doing new promotion and Advertising is done in relation to the 4 P's of marketing that is Product, Price, Place, Promotion. There exist some opportunity in the marketing activity done by the company in the past. In E.D.S. (EVERY DEALER SURVEY) rather than doing fresh marketing activities gaps are found in the alerting system for product, place, and promotion activities done by the company in the past and corrective actions are taken accordingly .In E.D.S. survey While doing the trade in its present manner, opportunities are found for tilling up the gaps in the existing system, and efforts made in order to remove the deficiency by doing the marketing activities.
 Effect of merchandising on sales.
 Merchandising as a sales promotion tool.
 Effect of route on productivity/sales.
 Comparison of different Brands.
 Contribution of different Brand in market.
 Packed wise contribution.
 Brand wise contribution.
 To check the Display.
 To know the relation ship in Demand & Supply condition
 To improve in marketing mix
 To check the cooler purity in outlets and to remove impurity.
 To check the POS material display in different outlets across the market.




















INTRODUCTION

Introduction
Dr. pemberton’s partner and bookkeeper frank M. Robinson, Suggested the name and penned Coca Cola in unique following script that is famous world wide today. Mr. Robinsan thought “the two C’s would look well in advertising.

By 1886, sales of Coca Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrop, shipped in bright red wooden kgs .red has been a distinctive color associated with the No.1 soft drink brand ever since. For this efforts, Dr. Palmerton grossed $50 and spent $73.96 on advertising.

In 1891, Atlanta entrepreneur. As g. candler had acquired complete owner ship of the Coca cola business within for his merchandising flair helped expand consumption of Coca cola to every state and territory. In 1919, the coca cola way sold to a group investors for $25million, Robert W.Woodrup become president of the Coca cola company in 1923, and his more than six decades of leadership took the business to unrivaled height of commercial success making coca Cola in institution the world over.
The company does the base job of the products existence, which is the production of the concentrates of the various brands and then it sells them to the various licensed Coca-Cola bottlers all around the globe. The bottlers throughout the world hold contracts with the company, taking under themselves various territories to sell the product in its finished format of bottles and cans. They further distribute the products through distributors and retailers to reach the final consumers. The company even sells concentrates for fountain sales to major restaurants and food service distributors.
This product requires lot of promotional and marketing activities, So the company always keep on working for the development of new promotional and distribution strategies to serve the market in best available resources.
After going through this impressive profile of the company I chose CCI for my MBA management thesis. And for me the most interesting part is the development of these new marketing strategies which forms the basis of my study. The topic of my thesis is “ Topic”

COCA-COLA FIRST BOTTLED
Coca Cola began as a ferntevin product but candy merchant jusepth A. Biedentrnn of Mississippi was looking for a way to serve this resrashing beverage at picnics. Tiebegan offering bottled Coca –Cola, using syrup shipped from Atlanta, during an especially, busy summer in 1894.

In 1899, large scale bottling become possible when as concluder granted exclusive bottling rights to Joseph B. whiter head and Benjamin F. Thomas of Chattanooga, Jenacessec. The contract market the beginning of the Coca cola company’s unique intendment bottling system that remains the formdation of the company soft drink operations.

Back then, sod a bottles were all very similar and Coca-Cola has many imitators, which consumers would be unable to identify until they took a sip.

The answer way to create a distinct bottle for Coca Cola. As a result the genuine Coca Cola bottle with the contour shape now known the world way developed in 1915 by the red Glass company.

OUR PARTNERS
The Coca-Cola Company works with a wide variety of organizations to support health, fitness and good nutrition. Visit these sites for more information about positions, programs and activities.
The Coalition for a Healthy and Active America (CHAA) CHAA was formed in 2003 by concerned organizations and national leaders to educate parents, children, schools, and communities about the critical roles physical activity and nutrition education play in reversing the alarming trends of childhood obesity. As a non-profit national grassroots coalition, CHAA is a vigorous advocate for developing healthy and active lifestyles for America's youth.
CHAA is committed to working with schools to rededicate time for physical fitness; giving 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 active lifestyles; and finding solutions to childhood obesity that are both responsible and realistic
American Council for Fitness and Nutrition The American Council for Fitness and Nutrition (ACFN) is a group of food, beverage and consumer products companies, not-for-profit organizations and trade associations working together to improve the health of all Americans, particularly youth, by encouraging a healthy balance between fitness and nutrition. The cornerstone of all ACFN initiatives is the idea that lasting solutions to the nation's obesity problem must be based on sound science and behavioral research. Such policies are likely to help parents and their children develop eating and exercise habits that lead to a healthier life.
Grocery Manufacturers of America The Grocery Manufacturers of America (GMA) represents the food, beverage and consumer products industry on key issues that affect the ability of brand manufacturers to market their products profitably and deliver superior value to the consumer.
International Food Information Council (IFIC) Foundation The IFIC Foundation is a public education foundation disseminating sound, science-based information on food safety, nutrition and health.
International Life Sciences Institute Founded in 1978, the International Life Sciences Institute (ILSI) is a nonprofit, worldwide foundation that seeks to improve 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, toxicology, risk assessment, and the environment by bringing together scientists from academia, government, and industry.
Kidnetic.com
Kidnetic.com is a fun, interactive Web site that emphasizes healthy living achieved through a balance of physical activity and responsible eating habits. The Web site gives young people and their parents the tools and ideas to help change habits and plant the seeds for healthier families tomorrow. Kidnetic.com is a program of the International Food Information Council (IFIC) Foundation.
National Association for Sport and Physical Educationsociation for Sport and Physical Education seeks to enhance knowledge and professional practice in sport and physical activity through scientific study and dissemination of research-based and experiential knowledge to members and the public.
National Soft Drink Association The National Soft Drink Association (NSDA) is the trade association for America's soft drink industry, serving the pub.










COMPANY PROFILE
INTRODUCTION OF COMPANY
Coca-Cola, the name bears it all. It is the name given to a carbonated soft drink (now known as a sparkling drink), which is sold in stores, restaurants, vending machines, literally in every market corner amongst more than 200 countries. It is a product of the giant beverage company in the world that is the Coca-Cola Company; it is even referred simply as Coke. Coca-Cola was invented by Dr.JOHN.S.Pemberton in 1886 as a patent medicine and it was further brought into the market by Asa Candler, whose marketing tactics led Coke to its dominance in the world of soft drinks throughout the 20th century and it is still till date holding its ground with several new brands added to its profile.
The company does the base job of the products existence, which is the production of the concentrates of the various brands and then it sells them to the various licensed Coca-Cola bottlers all around the globe. The bottlers throughout the world hold contracts with the company, taking under themselves various territories to sell the product in its finished format of bottles and cans. They further distribute the products through distributors and retailers to reach the final consumers. The company even sells concentrates for fountain sales to major restaurants and food service distributors.
This Multi-National Corporation has a great impact on the world’s ongoing trade marker as it never stops and keeps introducing new drinks under the single brand name of coke to keep its consumers enjoy various tastes and flavours, giving the company a versatile image in the market. Some of the most known sub-brands in India are Thums Up and Limca, which cover a huge market share. The company has experimented a lot in the past years to meet more and more customer demands in order to satisfy their various kinds of Thirsts, some failed too but the company never gave up.


CETT REPORT
COMPANY
COMPANY PROFILE: Coca-Cola, the multi-national giants of beverage industry nourishes the global community with the world’s largest selling soft drink concentrates since 1886, returned to India in 1993 after a gap of 16 years giving a new thumbs up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder, our brands have assumed an iconic status in the minds of the consumers. The company has more than 400 brand names under which contain more than 2,800 beverage products in more than 200 countries. The company’s headquarters are situated in Atlanta, Georgia, where they employ approximately 90,500 associates across seven operating groups’ around the globe. The company has over 300 bottling operations around the world.
Ever Since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems and marketing channels. Coca-Cola India is among the country’s top international investors, having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations.
In India they have set up 44 manufacturing units which cover their own territories, satisfying the need of beverages in their areas.
Role of the Bottlers are as follows:
• Producing
• Packaging
• Distributing
• Merchandising
The Bottlers play the critical role of moving the company forward as they are the intermediaries from the parent company to the customers which take the finished product to the final consumers.



HISTORY OF COCA-COLA:
1886
• Coca-Cola was developed by Dr.John S. Pemberton.
• The name Coca-Cola was given to the drink by his book-keeper, Frank Robinson.
• Sold nine bottles per day

Dr.John S. Pemberton
1888
• The formula for Coca-Cola was bought by Asa Candler, a businessman and a pharmacist.
• Coca-Cola became one of the most popular American fountain drinks largely due to Candler’s aggressive marketing of the product.
1890-1900
• Coca-Cola Company increased their syrup sales by over 4000%.
1899
• Asa Candler sold the bottling rights for Coca-Cola to Benjamin Franklin Thomas and James Whitehead.
• This business model is even today considered as the most successful business model.
1923-1955
• These were considered as the years of success of Robert W. Woodruff, the person who bought innovations to Coke.
• Several initiatives like Personnel Training Program, Better Service and Quality Product were introduced.
• Foreign Sales Group was formed to aid global expansion.
• During World War II, Coca-Cola was firmly established as a global brand.
• Some of Woodruff’s innovation were as follows:
1. Six Bottle Carton-


2. Open Top Metal Coolers-



3. Vending Machines-


4. Bell shaped Fountain Glass-

• Woodruff introduced the power of advertising the company, leading it to further heights.


1950s
• Large sized bottles introduced-

• Coca-Cola was the first company to make an appearance in Disneyland-

• Coca-Cola enters INDIA.

1960s
• Fanta introduced.
• Marketplace changes
o New brands beyond the Cola’s-Fanta, Sprite and Tab introduced-

o New packages introduced-

1970s
• Era of great marketing and groovy promotions
• Coca-Cola enters Egypt and China
• 2 litre bottle introduced
• North Avenue Tower opens

1980s
• Coca-Cola system stabilises
• Diet Coke introduced
• Coca-Cola 100 years old
• New Coca-Cola introduced
• Coca-Cola Classic born
• Advent of a MEGA BRAND





\1990s
• Advent of Non-Carbonated drinks- Minute Maid juices, Nestea, Fruitopia.

1993
• E. Neville Isdell, Chairman and CEO gets Coca-Cola back to INDIA.
• Coke re-launched in Agra
• Pune concentrate plant started
1996
• Can and PET plant started in Pune
1997
• Acquired first bottling plant, Bareilly, further leading to 37 more
1998
• First Greenfield plant, Ahmadabad
1999
• 4 bottling companies acquired
2000
• 6 COBO regions and 1 FOBO operations acquired
2005
• Coca-Cola India broke into two divisions;
i. Hindustan Coca-Cola Beverages
ii. Coca-Cola India Company
TODAY
• E. Neville Isdell took over as Chairman and CEO of Coca-Cola in 2004 and up to date he rolls out Manifesto For Growth

E. Neville Isdell
Chairman and CEO
“Coca-Cola is an image creator of its own. It is a Multi National Corporation which changed the wave of the FMCG products since the late 1880s”.







Coca-Cola changed its structure with the changing times but the Taste always stayed, ruling the beverage charts all over the world.















PRODUCT PORTFOLIO
PRODUCT PORTFOLIO:
Coca-Cola all over the globe sells more than 450 brands. In India Coca-Cola serves 11 of its most prestigious brands. One of the brands is Thums up whose acquisition in the country gave the company large amount of confidence and even increased the sales, giving Coca-Cola even larger profile.
Following are the 11 prestigious brands of Coca-Cola available in India-:
Coca Cola - The sparkling cola drink, No.1 in the world
Coke Diet - The non-calorie cola drink
Thumps Up- The strong, fizzy cola
Limca- The tangy refreshing spell of lemon
Fanta- The sparkling Orange drink
Maaza- The Mango juice
Sprite- The clear refreshing drink
Minute Maid Pulpy Orange- The real orange pulp juice
Georgia Coffee- The tantalizing aroma of fresh coffee
Kinley Mineral Water-The refreshing pure water
Kinley Club Soda- The sparkling soda water
Brand Name Available Sizes
Coca-Cola 200ml,300ml,330ml,500ml,600ml,1.5ltr,2ltr
Thums Up 200ml,300ml,330ml,500ml,600ml,1.5ltr,2ltr
Limca 200ml,300ml,500ml,600ml,1.5ltr,2ltr
Sprite 200ml,300ml,330ml,500ml,600ml,1.5ltr,2ltr
Fanta 200ml,300ml,330ml,500ml,600ml,1.5ltr,2ltr
Maaza 200ml,250ml,600ml,1.2ltr
Minute Maid 400ml,1ltr
Kinley 500ml,1ltr
Kinley Club Soda 250ml,500ml
Georgia Coffee Cuppa



Brand Name Available Flavours
Coca-Cola Cola
Thums Up Cola
Limca Lemon
Sprite Lemon
Fanta Orange
Maaza Mango
Minute Maid Orange juice
Kinley Water
Kinley Club Soda Fizzy Water
Georgia Coffee Cappuccino, Masala Tea, Elaichi Tea



SALES FORCE
GM SALES

RSM MEM (Market Execution Manager)/AMM (Assistant Market Manager)
ASSISTANT MARKET EXECUTION MANAGER
AREA VOLUME CONTROLLER EXECUTION MANAGER
MARKET DEVELOPER
SENIOR EXECUTIVE SALES PROMOTER

JUNIOR EXECUTIVE

SALES MAN


HIGHLIGHTS OF COCA COLA :

• Coca Cola is world’s No. 1 soft drink brand.
• 4 of top 5 brands are owned by the Coca Cola Company.
• Coca sells more than 1 billion drinks a day.
• Coca Cola employs more than 55000 people all over the world.
• Coca-Cola does business in more than 200 countries, employing people from 215 nationalities and communicating in 126 different languages.
• The “Secret Formula” to Coca-Cola was written on paper only once - the paper is kept in a bank vault at the Trust Company Bank in downtown Atlanta.
• Coca-Cola is the longest continuous sponsor of the Olympic Games since 1928
• Coca-Cola system uses:
o 24% of world’s Aluminum cans.
o 17% of world’s Pet resin.
o 31% of world’s HFCS.
o 5% of world’s sugar.
o 30% of world’s Aspartame
CUSTOMERS
As we all know that Coca Cola sell more than 1 billion drink per day globally which shows its huge customer base throughout the globe. In India, Coca Cola have big market share where it caters customer base of over 1 billion. Apart of end-consumer, Coca Cola Company divides its customer on the basis of different criteria which are as follows:
• Distributors & Sub-Distributors
• Channels
• Volume
• Income
Distributors & Sub-Distributors: These are responsible for the distribution of drinks from bottling plant to different channels or outlets through itself or sub-distributor.
Channels: Company divides the channels in three segments according to the need of end-user which are as follows:
 Grocery outlets.
 Convenience outlets.
 E & D(Eating and Drinking) outlets.
Volume: These outlets are categorised according to VPO (Volume per outlet) of these outlets which are as follows:
• Diamond (VPO greater than 800 case annually)
• Gold (VPO between 500 to 799 case annually)
• Silver (VPO between 200 to 499 case annually)
• Bronze (VPO less than 200 case annually)
Income: Consumer market clustered according to the income level of the locality which is as follows:
• Higher Income Locality
• Medium Income Locality
• Lowest Income Locality

COMPETITORS
The core competitor of Coca Cola Company throughout the globe is PepsiCo.
PepsiCo is often second to Coke in terms of sales, but outsells Coca-Cola in some localities. Around the world, some local brands do compete with Coke. In South and Central America, Kola Real, known as Big Cola in Mexico, is a fast growing competitor to Coca-Cola. On the French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In Sweden, Julmust outsells Coca-Cola during the Christmas season. In Scotland, the locally-produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales. In India, Coca-Cola ranked third behind its own product Thumps Up which is marketleader followed by Pepsi-Cola. Coca-Cola held a 60.9% market-share in India. Mecca Cola and Qibla Cola, in the Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also many countries of Middle East, Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola. In some parts of China, Future cola can be bought. In Slovenia, the locally-produced Cockta is a major competitor to Coca-Cola, as is the inexpensive Mercator Cola, which is sold only in the country's biggest supermarket chain, Mercator. In the UK Coca-Cola stated that Pepsi was not its main rival, but rather Robinsons drinks.
Other local Indian brands like Real, Leh Berry, Bisleri and a few others give Coca-Cola competition in the lines of water and juices as far as the Indian market is concerned.

PepsiCo Profile: Pepsi Cola is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico and Pepsi Ice Cucumber in Japan.


COMAPARISION BETWEEN COCA COLA & PEPSI PRODUCTS:
S.No Coca Cola Product PepsiCo Product
1 Coke Pepsi
2 Diet Coke Pepsi Diet
3 Thums Up Pepsi
4 Limca Mirinda Lemon
5 Fanta Mirinda Orange
6 Maaza Slice
7 Sprite 7up
8 Sprite Montain Dew
9 Minute Maid Pulpy Orange Tropicana
10 Kinley Mineral Water Aquafina Mineral Water
11 Kinley Club Soda -
12 Georgia Coffee -
13 - Lays Products
14 - Lehar Products





SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH:
Consumers across the globe choose our brands for refreshment more than a billion times every day because Coca-Cola is...
• The Symbol of Quality
• Customer and Consumer Satisfaction
• A Responsible Citizen of the World
Coca Cola has been constantly innovating in terms of products to offer such incisive products to every user segments which cater more than 1 billion people per day.
Coca Cola has a very innovative Research and Development divisions to develop new tastes and flavours.
Over 55000 employees are working for one organization across the globe. So, these standards are the strengths of Coca Cola Company.


WEAKNESS:
It is very difficult to any company to maintain its operation in more than 200 countries successfully, So Coca Cola is also phasing some problems which shows its weakness in some part of its operational countries which are as follows :
• Weak distribution network, particularly in some part of India.
• Company is also lagging behind in products like Lays and Lehar as compare to its main competitor PepsiCo.
• Company has offer very few products in India from its impressive product profile of more than 400 products across the globe.
• Coca Cola have incurred losses in some part of world.
• Some products are expensive as compared to its close competitors.
• The Coca-Cola Company, alone, could never reach and serve all of its consumers.



OPPORTUNITIES:
A company which serves over 1 billion people per day in more than 200 countries with refreshing series of more than 400 products has always have great opportunities to grab. Some of these opportunities are :
• Countries like India, company have great opportunities to serve over 1 billion people.
• In India company have more than 60 percent market share only with 11 products, So here big opportunity to offer more than 400 brand products from its product basket.


THREATS:
A company which serves in more than 200 countries is always prone to threats. Some of these threats are :
• Government Policy.
• Market Competitors mainly PepsiCo.
• Dependent over distributor for distribution.
• Wrong weather forecasting for production.
• Cultural Restrictions.







OBJECTIVE OF STUDY

OBJECTIVE

MBA is a stepping stone in the management career. In order to achieve practical, positive and concrete results, the classroom learning needs to be effectively feted to the realities of the situation existing outside the classroom.
Every study is incomplete without having a well planned and concrete exposure to the student, Management studies are not exceptional. Scope of the work at this level is very ranging.
So, my MBA institute provide us opportunity to work in external environment by Summer Internship Program and the Management Thesis. So, I decided to prepare my thesis on Coca Cola India. This Management Thesis will provide sound basis to adopt the theoretical knowledge and on the other hand it will give me the opportunity for exposure to the real market situation, it will give me the base practical experience which will be helpful throughout my professional career.
My topic of this management thesis is “Comparative Study of Different Promotional Schemes Adopted by Coca Cola India”.
The main objective of this thesis is to study the different promotional schemes adopted by Coca Cola India in the past and in present and compare the merits and demerits of these schemes. In this thesis I will also try to focus on the impact of these schemes both on the market and on the management of the Company.
In my initial study about the company I found that all the schemes are designed around the 3 P’s which are PLANET, PEOPLE and PORTFOLIO.











LIMITATION




LIMITTIONS

Following are the limitation for Coca Cola Company and trainees too are:

 The report is time barred .
 Volatility in the Sparkling soft drink market just because of seasonal effect.
 Bad perception in the mind of general public due to recent pesticides controversy.
 Competitor providing better schemes to increase its market share.
 Weak distribution network, particularly in some part of India.
 Company has offer very few products in India from its impressive product profile of more than 400 products across the globe.
 Some products are expensive as compared to its close competitors.
 The Company relies on numerous groups to work together to make our brands available to consumers throughout the world.
Questionnaire data was not filled properly by the retailers & even some of them refused to fill the same.











RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

Factual material or Data unknown or untapped so far can be obtain from many sources direct or indirect. It is necessary to involve a systematic procedure to collect es¬sential data. Relevant data, adequate in quantity & qual¬ity sufficient reliable and valid should be collected. For this purpose one may use various devices. For each and every type of research certain tools are used to gather new facts or to explore new field are needed. The selection for suitable for collecting various kinds of information is the main purpose. The researcher may use ore or move of the tools in combination. He should familiarize himself with the nature, merits & limitation of these tools. I am also attempt to learn how to constructed and use them effectively. There are various tool of data collection. Before making major, decision about tool of data collection.


1. Observation:
The observation method is the most commonly used method especially in studies relating to behavioral sciences. In a way we all observe things around us but this sort of observation in not scientific observation.
Observation becomes a scientific tool and the method of data collection for the researches, when it serves a formulated research purpose, in systematically planned and recorded. Under the observation method, the information in sought by way of investigator's own direct observation without asking from respondent. The main advantage of this method in that subjective bias eliminated, if observation in done accurately.

Secondly the information obtained under this method relates to what event is happening it is not complicated by either the past behavior or intention or attitudes.Thirdly this method is independ¬ent of respondents willing to respond and as such is rela¬tively less-demanding of active cooperation on the part of respondents as happen to be the case in the interview or the questionnaire method. However observation method has various limitations.
Firstly it is an expensive method. Secondly, the informal ion provide by this method in very limited. Sometimes we talk of controlled and uncon-trolled observation if observation takes place in the natural setting, it may be termed as uncontrolled obser¬vation, but when observation takes places according to definite, pre-arranged plans, involving experimental pro¬cedure, the same is then termed controlled observation.
2. Interview Method:-
The interview method of collecting data involves presentation of oral-verbal stimuli and reply in term of oral-verbal responds. This method can be used through personal interviews and if possible through telephone in¬terview. A. Personal interviews:
Personal interview method requires a person known as the interviewer asking questions generally in a face to face contract to the other person(§). This sort of interview may be in the form of direct personal investi¬gation or it may be an indirect oral investigation. In the case of direct personal investigation the interviewer has to be collect.
Information personally from the sources con¬cerned. He has to be on the spot and has to meet people from whom data has to be collected. This method is par¬ticularly suitable for intensive investigation. The method of collecting information through personal interview is usually carried out in a structured wav. As such we all the Interviews as structured inter-views. Such interviews involve set of predetermines questions and of highly standardized tech¬niques of recording.
Thus the interviewer in a structured interview follows a rigid procedure had clown, asking questions in a form and order prescribed. As against it the unstructured interviews are characterized by a flex¬ibility of approach to questioning.
Unstructured interviews do not follow a system of predetermined question and standardized techniques of recording information. In a non structured interview, the interviewer is allowed much greater freedom to ask in case of need the supplementary questions or at times he may omit certain questions if the situation so requires. Unstructured interviews also demand deep knowledge and greater skill on the part of the interviewer.
With a variation in interview-techniques, the major advantages and weakness of personal interview can be enumerated in general way. The chief merits of the interview method are as follows:-
(I) More information and that too in greater depth can be obtained.
(ii) Interviewer by his own skill can overcome the re¬sistance, if any if the respondents, interview method can be made to yield an almost perked sample of the general population.
(iii) There is greater flexibility under this method as the opportunity to restructure questions is always there, especially in case of constructors interviews.
(iv) Personal information can as well be obtained easily under this method.
But there are also certain weaknesses of the interview method.
1. It is a very expensive method especially when large and widely spread geographical sample is taken.
2. There remains the possibility. Of the bias of inter¬viewer as well as that of respondent, there also remains the head chief of supervision and control of interviews.



3. This method in relatively more-time-consuming, especially when the sample in large and recalls upon the respondents are necessary. .
4. Under the interview method the interviews required for selecting and supervising the field-staff is more complex with problems.
B.Telephone interviews:-
This method of collecting information consists in contacting respondents on telephone itself. It is not a very widely used method, but plays important part in industries surveys, particularly in devolved regions. It is more flexible in comparison to mailing method because in this method, direct contract between respond and interviewer.
3. Questionnaires:-
This method of data collection is quite popular, particularly in case of big enquiries. It is being adopted by private individuals, research workers, private and public organizations and even by Governments. In this method a questionnaire is sent (usually by post) to the persons con-cerned with a request to answer the questions and return the questionnaire.
A questionnaire consists of a number of questions printed or typed in a definite order on a form or set of forms. A questionnaire is mailed to respondents who are expected to read and understand the questions and write down the reply in a space meant for the pur¬pose in the questionnaire itself. The respondents have to answer the question on their own.
The method of collecting data by mailing the questionnaires to respondents in most expensively em¬ployed in various economic and business surveys.
Merit
1. There is low cost even when the universe is large and widely spread geographically.
2. It is free from the bias of the interviewer. Answers are in respondents own words.
3. Respondents who are not easily approachable can also be reached conveniently.
4. Large samples can made use of and there the results can be made more dependable and reliable.
Demerits:-
1. Low rate of return of the duly filled in questionnaires biased due to the no response is often indeterminate.
2. It can be used only when respondents are educated and coopering.
3. The control over questionnaires may be lost once it is sent.
4. There is also the possibility of ambiguous replies or omission of replies altogether to certain question inter¬pretation of omission is difficult.
Main aspect of questionnaire
Quite often questionnaire is considered as the heart of a survey operation. Hence it should be very carefully constructed. If it is not properly set up, then the sur¬vey is bound to fail. This fact requires us to study the main aspect of questionnaires.
1. General Form:-
So for as the general for of a questionnaire is concerned, it can either be structured or unstructured questionnaire. Structured questionnaires are those questionnaires in which there are definite concrete and Teditemine questions. When those characteristics are not resent in a questionnaire, it can be termed as unstruc-ared on non structured questionnaires.
2. Question Sequence:-
In order to make the questionnaire effective and to ensure quality to the replies received, a researcher should pay attention to the question sequence in pre-par-g the questionnaire.
3. Question formulation and wording:-
With required to this aspect of questionnaire, the researcher should note that each question must be very clear for any sort of misunderstanding can do harm to a survey. Question should also be impartial in order not to give are biased picture of true state of affairs.
4. Schedules:-
Data collection through schedules is very much like the collection of data through questionnaire. The lit¬tle difference which lies in the fact that schedules (Performa containing a set of questions) are being filled in by the enumerators who are specially appointed for this purpose. These enumerators along with schedules go to respondents, put to them the questions from the Performa in the order the questions are listed and record the re¬plies in the for the same in the Performa. Enumerators explain the aim and objects of the investiga¬tion and also remove the difficult which any respondent may feel.

After going through the Company profile, the first step to start my thesis is the collection of data from different sources like consumers, distributors and the company management through the personal interviews and questionnaires. The second step will be the comparison of the collected data and to represent it through the following standards:
ANOVA: Analysis of variance is a collection of statistical models, and their associated procedures, in which the observed variance is partitioned into components due to different explanatory variables.
T- TEST: T-test is any statistical hypothesis test in which the test statistic has a Student's t distribution if the null hypothesis is true. It is applied when sample sizes are small enough that using an assumption of normality and the associated z-test leads to incorrect inference.
BAR CHART: A bar chart, also known as a bar graph, is a chart with rectangular bars of lengths proportional to that value that they represent. Bar charts are used for comparing two or more values. The bars can be horizontally or vertically oriented. Sometimes a stretched graphic is used instead of a solid bar.
PIE CHART: A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating relative magnitudes or frequencies or percents. In a pie chart, the arc length of each sector (and consequently its central angle and area), is proportional to the quantity it represents. Together, the sectors create a full disk. It is named for its resemblance to a pie which has been sliced.















DATA ANALYSIS

ANALYSIS

The soft drink market of India are by and large controlled and governed by the soft drink giant company, COCA-COLA and PEPSI. Except these two, there is a very weak and limited participation is felt by the CADBURY SCHWEEP.

The only presence of the two giant company doesn’t mean absence of competition rather a neck to neck competition, a dual of strategy and counter strategy is all time present to capture a greater market share. For extracting the total strength, two companies have a wide variety of soft drink.

Different flavour and different packs are available from both the companies. Let us take a glimpse of the different flavour available for both the company.
Flavour Coca-cola Pepsi
Cola Thums-Up, Coke Pepsi
Clear Lemon Sprite Mountain Dew, 7-Up
Cloudy Lemon Limca Lemon Mirinda
Orange Fanta Mirinda
Fruit Juice Maaza Slice
Soda Kinley Everess
Water Kinley Aquafina


By the survey of retailers out lets, we have got the relative demand of each different flavour both the companies

Flavour Coca-cola Pepsi
Cola Thums-Up, 35
Coke 25 Pepsi 40
Orange Fanta 60 Mirinda 40
Cloucly Lemon Limca 80 Lemon Mirinda 20
Clear Lemon Sprite 45 Mountain Dew 35
7’ UP 20
Fruit Juice Maaza 80 Slice 20
Soda Kinley 45 Evress 55
Water Kinley 40 Aquafina 60
TOTAL 410 290


DEMAND OF COLA FLAVOUR IN
RURAL AREA

For cola flavour coca-cola has two product’s coke and Thums-UP and Pepsi percentage in shown below.

Flavour Company Product Demand in %
Cola Coca-Cola Thums-UP 35
Coke 25
Pepsi Pepsi 40

It is represented by the following pie chart.


DEMAND OF ORANGE FLAVOUR IN
RURAL AREA

For orange flavour coca-cola has the product name is Fanta and Pepsi has the product range is Mirinda.

Flavour Company Product Demand in %
Orange Coca-Cola Fanta 60
Pepsi Mirinda 40
It is represented by the following pie chart.








DEMAND OF CLOUDY LEMON FLAVOUR IN RURAL AREA
Coca-cola has the most popular product limca in cloudy lemon flavour and Pepsi has Lemon Mirinda.

The relative demand is shown in the following table.
Flavour Company Product Demand in %
Cloudy Lemon Coca-Cola Limca 80
Pepsi Lemon Mirinda 20
It is represented by the following pie chart.

DEMAND OF CLEAR LEMON FLAVOUR
RURAL AREA

IN clear lemon coca cola has sprite, pepsi has two products . products in this are 7-up and Mountain Dew.

The relative demand is shown in the following table.
Flavour Company Product Demand in %
Clear Lemon Coca-Cola Sprite 45
Pepsi Mountain Dew 35
7’-Up 20
It is represented by the following pie chart.

DEMAND OF FRUIT JUICE IN RURAL AREA

In fruit juice Coca-Cola product is Maaza and Pepsi product is Slice. The demand of percentage is shown below :-

The relative demand is shown in the following table.
Flavour Company Product Demand in %
Fruit _Juice Coca-Cola Maaza 80
Pepsi Slice 20
It is represented by the following pie chart.

DEMAND OF SODA IN RURAL AREA

Coca-Cola has the product Kinley in Soda and Pepsi has Evress. The demand of % is shown below :-

Flavour Company Product Demand in %
Soda Coca-Cola Kinley 45
Pepsi Evress 55
It is represented by the following pie chart.


DEMAND OF WATER IN RURAL AREA

And the final and lost product from Coca-Cola is water KINLEY and the PEPSI is Aquafina . the demand of percentage is shown below :-

Flavour Company Product Demand in %
Water Coca-Cola KINLEY 40
Pepsi AQUAFINA 60

It is represented by the following pie chart.




DEMAND OF COCA-COLA AND PEPSI IN
RURAL AREA



OVER ALL MARKET DEMAND OF COCA-COLA AND PEPSI

Over all demand of Coca-Cola and Pepsi in Shahadra area is 58% coca-cola and 42% of PEPSI.




DEMAND OF COCA-COLA AND PEPSI IN VARIOUS CUSTOMER GROUP IN RURAL AREA

On the basis of survey and with the help of questionnaire. The demand of coca-cola and pepsi in various customer group is presented in the following table:-
Customer Company Demand of %
MALE COCA-COLA 65
PEPSI 35
FEMALE COCA-COLA 55
PEPSI 45
CHILDREN COCA-COLA 70
PEPSI 30



DEMAND OF FEMALE CUSTOMER GROUP N RURAL AREA

The demand of Female customer group is represented by the following chart:-

DEMAND OF VARIOUS PACKS OF COCA-COLA IN RURAL AREA

PACK DEMAND IN %

200 ML 40%
250/300ML 30%
500 ML 12%
1 Litre 3%
1.5 Litre 5%
2 Litre 10%


DEMAND OF CHIILDREN CUSTOMER GROUPIN THE RURAL AREA

THE DEMAND OF CHILDREN CUSTOMER GROUP IN RURAL AREA IS REPRESENTED BY THE FOLLOWING PIE CHART:





FINDINGS

FINDINGS

With the predetermined objective for finding the customer demand and retailers respondent for Coca-Cola product is AGRA CITY area. A detail survey of the retailer and proper analysis of the available data has been done.

Coca-Cola is having a greater customer demand for its product. Bur PEPSI is no longer for behind. They are also coming up with their full strength and has started to capture the market with & customasssers.

The total marked of Shashadra can be grouped in to main areas, Nand Nagri, Dilshad garden, Bhajanpura, Gokulpuri, Jyoti Nagar, Maan sarovar park, , Mojpur, Karaval Nagar, Bhajanpura, Sleempur, Sewa Dham Road. All there are quite vast and possess a fish customer demand. Numbers of outlets there from kirok toretorement. Denbite of bisg demand and loge number of our lets, company provider only and distributors









SUGGESTION AND CONCLUSIOON
SUGGESTION

Sometimes the delivery vans of Coca-Cola starts late from the distribution point and that of rivals reach early .so eateries, which generally serve soft drinks in the glass, buy the soft drinks from the delivery van which arrives first.
Salesman at the delivery van to be inconsistent on certain meters likes the concept of broken bottles. When dealing with the shop and the eatery owners some salesman do exchange bottles while some do not?
Finally, Following are the findings and suggestions after analyzing all data:

 Promotional scheme played important role in the sale of carbonated drinks.
 Availability is also the important factor in the sale of cold drink after taste.
 RTM and Red are the most successful policy of the company.
 Free bottles per crate offer will be more successful if it is club with the RED scoring instead of Sales Executive decision.
 Consumer are most interested in Bumper prize policy of promotion.

CONCLUSION
From the analysis of the data, it can be concluded that the market share of Coca-Cola is more than the market share of Pepsi. The demand of Coca-Cola’s product is more with the comparison of Pepsi product.
Supply of various flavours is not adequate. Flavour likes Limca and Maaza have a high customer demand, but their supply is irregular. Competitors are taking advantage of this
Replacement procedure of faulty bottles is very low. It promotes retairs dissatisfaction.
It can be noticed that the company has spent a lot on its advertising and sales promotion, its sales are better. The only thing that is lacking to some extent is service. So by enhancing the quality of service and also by modifying some of the routes of distribution, the company can gain more turnover from the market what the company just doing is just concentrating on increasing the sales without bothering the relationship with the retailers. So, instead of relying on volume of sales, the company should try to build a long-lasting relationship with the retailers.






ANNEXURE
Questionnaire

QUESTIONNAIRE FOR RURAL CONSUMER
Name :
Age : Gender :
Address :
City :
Q.1 Do you take carbonated drinks?
a) Yes b) No
Q.2 On what criteria do you select the drink of your choice? Rank the following in order of your preference.
a) Taste ( ) b) Brand ( )
c) Availability ( ) c) Advertisement ( )
Q.3 Do promotional schemes affect the choice of your drink?
a) Yes b) No
Q. 4 Which one of the following policies affects your selection of drink?
a) Discount Policy b) Promotional Policy
Q. 5 Four different companies launch different promotional schemes on their respective drinks. Rank
these schemes in order of your preference that will change your buying decision.
a) Money back offer on the bottle cap. ( )
b) Prizes on the bottle cap. ( )
c) Prices on the specific number of bottle caps. ( )
d) Bumper prize. ( )

QUESTIONNAIRE FOR RURAL DEALER

Outlet Name: Dealer Name:
Address :
Q1. Which marketing strategy or scheme dramatically affects the sale of Carbonated drinks?
a) Availability b) Proper Merchandizing
c) Good Advertising d) Low Price/Cost
Q2. Rank the following offers in order of your preference that attracts you the most to sell a particular brand of carbonated drink?
a) Brand that offer discounts ( )
b) Brand that offer good promotional schemes ( )
c) Brand that offer stock on credit basis ( )
d) Brand that offer good marketing support ( )
Q3. What is the effect of RTM (Route to Market) scheme on the sale of Coca Cola products?
a) Increase b) Decrease
Q4. What is the effect of the implementation of RED (Right Execution Daily) scheme on the sale of Coca Cola products?
a) Increase b) Decrease
Q5. What is the percent increase in the sale of Coca Cola products after the implementation of RED and RTM schemes?
a) Not Increase b) Increase 1 - 25%
c) Increase 26 - 50% d) Increase 51 - 75%
e) Increase 76 - 100% f) Increase more than 100%
Q6. Coca Cola Company is offer free bottles per crate on the basis of following criteria. Rank the following in order of your preference.
a) On the basis of sale per day. ( )
b) On the basis of prime location. ( )
c) On the basis of RED scoring. ( )
d) Decision made by the company’s Sales executive. ( )


REFERENCES

Finally, Following are the references which are used to collect the data till date:
 Agra Sales and Marketing.
 www.cocacola.com.
 www.cocacolaindia.com
 Different dealers in Agra and Aligarh.
 Consumers.
 Competitors.