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A PROJECT REPORTON
MARKETING STRATGIES OF TOP BRANDS OF COLDDRINKS
Submitted in partial fulfilment for the Award of degree of
Master in Management Studies
CERTIFICATE
Certified that the dissertation title MARKETING STRATEGIES OF TOP BRANDS
OF COLD DRINKS IN Karachi is a bonafide work done Mr. ______under my
guidance in partial fulfilment of Master in Management Studies programme . The
views expressed in this dissertation is only of that of the researcher and the need not
be those of this institute. This project work has been corrected by me.
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PROJECT GUIDE
DATE::
PLACE:
STUDENTS DECLARATION
I hereby declare that the Project Report conducted on
MARKETING STRATEGIES OF TOP BRANDS OF COLD DRINKS
Under the guidance of
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Submitted in Partial fulfillment of the requirements for the Degree of
MASTER OF BUSINESS ADMINISTRATION
TO
Newports
Is my original work and the same has not been submitted for the award of any other
Degree/diploma/fellowship or other similar titles or prizes.
Place:
Date:
ACKNOWLEDGEMENT
It is indeed a pleasure doing a project on MARKETING STRATEGIES OF TOP
BRANDS OF COLD DRINKS. I am grateful to sir _________(hod) for providing me this
opportunity.
I owe my indebtedness to My Project Guide _______, for her keen interest,
encouragement and constructive support and under whose able guidance I have completed
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out my project. She not only helped me in my project but also gave me an overall exposure to
other issues related to retailing and answered all my queries calmly and patiently.
I take the pleasure to express thanks to all my colleagues for many useful discussions
and cooperation during the course of the project work.
TABAL OF CONTENTS
Executive summary
CHAPTER 1-INTRODUCTION
CHAPTER 2-PROFILES OF THE ORGANIZATION
CHAPTER 3- MARKETING STRATEGY
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CHAPTER 4- STUDY OF SELECTED RESEARCH PROBLEM
TOPIC OF RESEARCH PROBLEM
STATEMENT OF RESEARCH OBJECTIVES
RESEARCH DESIGN AND METHODOLOGY
Problem identification Scope of study Objective of study Research design Sampling plan Method of data collection Sources of data collection Limitations
CHAPTER 8- ANALYSIS OF DATA
CHAPTER 9- SUMMARY AND CONCLUSIONS
CHAPTER 10-ANNEXURES
EXECUTIVE SUMMARY
From this project titled " MARKETING STRATEGIES OF TOP BRANDS OF COLD
DRINKS " in colds drinks industry, I have learned a lot about real practical work
being done in the market I have also watched & learned the practical applicability of
the various things that we have studied theoretically.
I observed on the basis of survey in KARACHI city that Pepsi Cola laid emphasis on
merchandising in order to become the No.1 brand in soft drink industry the report was
finds out the availability of different flavor and packs.
Cola-Cola adopt a good customer relationship management, it is focus on the, segment
of the product because each segment is affected by different sets of factor which hamper
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or enhance sales. Each segment had its own Pros & Cons. So we have to understand the
various segment of soft drink industry that which flavor is existing more in the market,
Such as Coca-Cola, another brand of coke which is more popular in young generation. I
also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy.
Such as fate dealer is influence wrong direction to the market. They are supply product
at high margin with low scheme.
The company is making all out efforts to quench the thrist of millions of people
around the globe but thirst of the company to capture the globe should never be
quench.
A feeling of being satisfied should never be allowed to creep into the management as
well as the rank and the profile of the company. Karachi market, being a gateway to the
country. The efforts to capture the market completely should be the sole aim of
management particularly in the light of the fact that a major bottling plant is situated
in the area.
CHAPTER 1
INTRODUCTION
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GENERAL INTRODUCTION ABOUT THE SECTOR
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG)
are products that have a quick turnover and relatively low cost. Consumers generally put less
thought into the purchase of FMCG than they do for other products. The Pakistani FMCG
industry witnessed significant changes through the 1990s. Many players had been facing
severe problems on account of increased competition from small and regional players and
from slow growth across its various product categories. As a result, most of the companies
were forced to revamp their product, marketing, distribution and customer service strategies
to strengthen their position in the market.
By the turn of the 20th century, the face of the Pakistani FMCG industry had changed
significantly. With the liberalization and growth of the Pakistani economy, the Pakistani
customer witnessed an increasing exposure to new domestic and foreign products through
different media, such as television and the Internet. Apart from this, social changes such as
increase in the number of nuclear families and the growing number of working couples
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resulting in increased spending power also contributed to the increase in the Pakistani
consumers' personal consumption. The realization of the customer's growing awareness and
the need to meet changing requirements and preferences on account of changing lifestyles
required the FMCG producing companies to formulate customer-centric strategies. These
changes had a positive impact, leading to the rapid growth in the FMCG industry. Increased
availability of retail space, rapid urbanization, and qualified manpower also boosted the
growth of the organized retailing sector.
HLL led the way in revolutionizing the product, market, distribution and service formats of
the FMCG industry by focusing on rural markets, direct distribution, creating new product,
distribution and service formats. The FMCG sector also received a boost by government led
initiatives in the 2003 budget such as the setting up of excise free zones in various parts of
the country that witnessed firms moving away from outsourcing to manufacturing by
investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some
industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass
layoffs every time the economy starts to dip. A person may put off buying a car but he will
not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady
manner irrespective of global market dip, because they generally satisfy rather fundamental,
as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the
fourth largest sector in the Pakistani Economy and is worth Rs.93000 crores. The main
contributor, making up 32% of the sector, is the South Pakistani region. It is predicted that in
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the year 2010, the FMCG sector will be worth Rs.143000 crores. The sector being one of the
biggest sectors of the Pakistani Economy provides up to 4 million jobs.
INDUSTRY PROFILE
ORIGIN AND DEVELOPMENT OF THE INDUSTRY
Soft drink industry scenario the world over is almost the same with two major players i.e.
Pepsi Co. and Coca-Cola having the major thank in the pie. The other major player in the
industry is Cadbury-Schweppes and some local player in individual countries. The major
components of the industry consist of the concentrate manufactures, bottles and the sales and
distribution network of the companies the rule and responsibilities of each of them are
different.
The major activity taken up by the concentrate manufactures relates to the production of the
basic product which is battled by the battling plants mostly independents and subsequently
sold through the established distribution set ups of the respective companies. Incidentally a
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lions share of the total sales of the product of most of the companies is through fountain a
sale which sums to be the most popular outlet in the western countries. Through in India
fountain sales from a very insignificant part of the sales revenue. During the initial stag both
soft drink majors used a network of independent bottlers to bottle and market their products.
Independents bottling arose primarily because it was not possible to create an effective
organization for operating a vertically integrated company with hundreds of geographically
separated manufacturing unit and local delivery operations given the limited transportation
and communication system of the time and the lack of sophisticated financial and
management controls.
Although Coca-Cola and Pepsi Co. are premier marketing companies the fundamental
competitive advantage that allowed that to compete so effectively lies in their ability to
operate through a very cumbersome distribution system.
In India after the exit of coke in 1977 Parley and pure drinks controlled the Pakistani Soft
Drinks market. By the end of 1970 Campa-Cola was practically alone in Cola market Parleys
introduced Thums up in the beginning of 1980s. By the end of 80s Parley with Limca, gold
spot and Thums up emerged as clear winner with around 60% market share.
In the year 1985 Pepsi tried to enter into India when it teamed up with RPG group. This
proposal as rejected on the grounds that the import of concentrate could not be agrees and the
use of foreign brand name was not allowed. In year 1988 Pepsi again floated a project this
time in collaboration with Punjab agro Corporation (PIAC) and Voltas India Limited and
succeeded. Finally in June 1990 Pepsi was launched in India under the brand name of Lehar
Pepsi.
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The most strategic step taken by Coca Cola was the purchase of Parley brands. With this
coke instantly had the ownership of countries tap soft drinks brands as well as got access to
Parleys extensive 54 plants bottling as well as a pre set distribution net work. This purchase
gave coke an over might lead occur rival Pepsi which had came almost 5 year earlier.
GROWTH AND PRESENT STATUS OF THE INDUSTRY
The total value of the soft drink industry was $48 billion in 1990s. The average in the states
48 gallons per year. Industry analyst contended that the soft drink industry had plateaued, and
that total consumption was unlikely to increase significantly in the near future. As a
consequence, the cola wars were moving to international markets. Although, after the mid
90s both company found a different strategy fueled by the twin engines of innovation and
diversity. Consumers are drinking a widening assortment of beverages. There is increasing
demand for health and nutrition drinks (juices and juice-based products), rejuvenation drinks
(tea and coffee), and replenishment drinks (sports drinks and water). Coke, the worlds
largest soft drink company with a 45% share of the worldwide soft drink market, earned 80%
of its profits outside of the United States in 1993. In according to this, Pepsi, with only 15%
of its beverage operating profits coming from overseas was using guerilla warfare to attack
Coke in selected international markets. Americans consumed 23 gallons of soft drinks a year
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in 1970 compared to 48 gallons in 1993. This growth was fueled by increasing availability
and affordability of soft drinks in the marketplace, as well as the introduction and growth of
diet soft drinks. And then become stabile. For improve profits on the saturated market was
possible by cost reduction, new products but not cannibalize your products, and better value
chain that returns you as a competitive advantage. It was not easy. There were many
alternative to soft drinks ; coffee, beer, milk, tea, bottled water, juices, powdered drinks,
wine, distilled spirits, and tap water. The 1980s Pepsi and Coke transformed their businesses.
These consumer-oriented businesses experienced changes in the forces impacting key
strategy areas: investment; distribution channels; trade and manufacturer relations;
shareholder pressure; marketing and promotional programme design; new competitors and
proliferation of products across their traditional categories, etc. Using 1978 as a base year,
the Consumer Price Index (CPI) grew at an average rate of 5.9%, compared with soft drink
price growth 3.8%. Consumer demand appeared to be sensitive to price increases. The cola
segment of the soft drink industry held the dominant (68%) share of the market in 1992,
followed by lemon/lime with 12%, pepper flavor 7%, orange 3%, root beer 2%, and others
8%. Coke and Pepsi had a combined 73% of the soft drink market.
Pepsi and Coca-Cola have more than 200 different products globally in 2000.
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FUTURE OF THE INDUSTRY
Consumers are drinking a widening assortment of beverages. There is increasing demand for
health and nutrition drinks (juices and juice-based products), rejuvenation drinks (tea and
coffee), and replenishment drinks (sports drinks and water). Soft drink companies intend to
fulfill the needs of consumers for every occasion at every stage of their lives. Both Pepsi and
Coca Cola pronounced their self a total beverage company. More and more, pe ople are
turning to noncarbonated beverages to give them vigor and energy. Whether its for a lift
during the day or for enjoyment after the workday ends, consumers are embracing ready-to-
drink teas and coffees. With every new discovery of the health benefits of teas, demand
increases even more.
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The basic product of soft drink companies cola. Today, cola is the most consumed
beverage, still in the world. Even as lifestyles change all over the world, there is one
beverage that remains the essential element for all people water. Soft Drink Companies
are also focusing on their portfolio of replenishment beverages to meet differing local tastes
for water and to provide sports drinks that quench the thirst of people with active lifestyles.
CHAPTER 2
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PROFILE OF THE
ORGANIZATION
The Mission Statement of the Coca Cola Company
Our mission statement is to maximize shareowner value over time.
In order to achieve this mission, we must create value for all the constraints we serve,
including our consumers, our customers, our bottlers, and our communities. The Coca
Cola Company creates value by executing comprehensive business strategy guided by
six key beliefs:
1. Consumer demand drives everything we do.
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2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the nonalcoholic ready-todrink
beverages they want to drink through out the day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.
The ultimate objectives of our business strategy are to increase volume, expand our
share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-
term cash flows, and create economic value added by improving economic profit.
The Coca Cola system has more than 16 million customers around the world that sells or
serves our products directly to consumers. We keenly focus on enhancing value for these
customers and helping them grow their beverage businesses. We strive to understand each
customers business and needs, whether that customer is a sophisticated retailer in a
developed market a kiosk owner in an emerging market.
There are nearly 6 million people in the world who are potential consumers of our companys
product. Ultimately, our success in achieving our mission depends on our ability to satisfy
more of their beverage consumption demands and our ability to add value for customers. We
achieve this when we place the right products in the right markets at the right time.
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ORIGIN OF THE ORGANIZATION
Coca-Cola is a carbonated soft drink sold in almost all the countries of the world. Coca-Cola
is manufactured by The Coca-Cola Company and is often referred to as Coke. Coke is one
of the most recognizable brands in the world.
Coca-Cola was invented by John Stith Pemberton in Covington, Georgia in
May 1886. The beverage was initially a coca wine and was called Pembertons French Wine
Coca. After Atlanta and Fulton County passed Prohibition legislation, Pemberton made a
carbonated, non-alcoholic version of French Wine Cola and called it Coca-Cola. Coca leaves
from South America were added as a stimulant to the beverage along .with kola nuts which
were added to give flavor to the drink. Due to them the name Coca-Cola was given to the
beverage. Asa Candler, who was also a pharmacist of Atlanta, bought the formula for Coca-
Cola in 1887 from John Pemberton for $2,300. Asa Candler marketed Coke
aggressively and was responsible of the dominance of the world soft drink market by Coke.
During Pembertons time five ounces of coca leaf were added per gallon of the syrup which
constituted a significant dose. Candler claimed in 1891 that he had altered the formula of
Coca-Cola and it now contained only a tenth of amount of coca leaves. Coca-Cola also
contained nine milligrams of cocaine per glass till 1904, when they started using spent
leaves instead of fresh leaves.
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GROWTH AND DEVELOPMENT OF THE ORGANIZATION
The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola
found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey
and more.
In 1978, The Coca-Cola Company was selected as the only Company allowed selling
packaged cold drinks in the People's Republic of China.
The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much
change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became
chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who
fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called
"intelligent risk taking."
One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the
first change in formulation in 99 years. In taste tests, people loved the new formula,
commonly called new Coke. In the real world, they had a deep emotional attachment to the
original, and they begged and pleaded to get it back. Critics called it the biggest marketing
blunder ever. But the Company listened, and the original formula was returned to the market
as Coca-Cola classic, and the product began to increase its lead over the competition -- a
lead that continues to this day.
The 1990s were a time of continued growth for The Coca-Cola Company. The Company's
long association with sports was strengthened during this decade, with ongoing support of the
Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National
Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR
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racing, connecting the brand with one of the world's fastest growing and most popular
spectator sports.
New beverages joined the Company's line-up, including Powerade sports drink, Qoo
children's fruit drink and Dasani bottled water. The Company's family of brands further
expanded through acquisitions, including Limca, Maaza and Thums Up in India,
Barq's root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes' beverage
brands in more than 120 countries around the world. By 1997, the Company already sold 1
billion servings of its products every day, yet knew that opportunity for growth was still
around every corner.
In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well
into its second century, the Company's goal is to provide magic every time someone drinks
one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain,
drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the
globe, you can still find Coca-Cola.
From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to
the worlds most ubiquitous brand, with more than 1.4 billion beverage servings sold each
day. When people choose to reach for one of The Coca-Cola Company brands, the Company
wants that choice to be exciting and satisfying, every single time.
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PRESENT STATUS OF THE ORGANIZATION
Asia will be the biggest driver of Coca-Colas growth over the next 10 years, the head of the
worlds biggest beverage company said, adding that the company had lost out by not
investing enough in the region in the past. Asia is at the core, Neville Isdell, the chairman
and chief executive of the Atlanta, Georgia-based Coca-Cola Co., said. The company said its
worldwide unit-case volume sales grew 6%the highest rate since 2002. Isdell said Coca-
Cola has invested more than $1 billion (Rs4, 100 crores) over the last 12 months in Asia,
particularly in the Philippines, China, India and Indonesia.
Coca-Cola Co slightly increased its lead over rival Pepsi-Cola Co in 2002, thanks to the
successful launch of Vanilla Coke and the growth of Diet Coke, according to US soft drink
industry rankings.
Coke gained 0.6 percentage points in market share and increased its case volume by 2.1 per
cent, according to beverage digest-/Maxwell, a New York-based industry newsletter and data
service said. The company captured a larger share of the market even though its coke classic
brand fell 0.6 percentage points in market share. Atlanta-based Coca-Cola dominates 44.3
per cent of the US soft drink market, but saw its market share drop between 1999 and 2001.
With the latest gains, its only 0.2 percentage points away from where it stood in 1998 at
44.5.
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FUNCTIONAL DEPARTMENTS OF ORGANIZATION
There are 6 functional departments within Coca Cola.
Marketing
Finance
Packaging
Sales
Research and development
Administration
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MARKETING STRATEGIES OF GETTING
GOALS I.E. HIGH PROFITS
To increase the price is the least thing, which Coke can adopt. There are so many ways
through which Coke can increase the profits. Some major ways are as follows.
Volume can be increased
Interest level of consumers
To take part in energetic festivals
How to increase the volume of consumers?
Coke can increase the volume by expanding the industry of coke. Through advertisements,
offering different interesting things to attract people towards this product.
How to increase the interest level of consumers?
Coke is increasing the interest level of consumers by offering different flavors. For example
Coke is increasing the number of flavors in Fanta, this is one of
the product of coke. Through offering different flavors Coke can increase the Level of
consumers and through this profits can be gained.
How to take part in energetic events?
Coke is already taking part in the events like world cup cricket since last many years. Coke
offers different attractive things in their events and through this Coke gained high profit and
consumption of coke increased on these occasions.
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PRODUCTS OF COCA-COLA
Coca-Cola serves in India some of the most recalled brands across the world,
Which include names such as Coca-Cola, Thumps up, Sprite, Fanta, along with
The Schweppes product range.
The acquisition of Thums Up brought some of the leading national soft drinks like
Thums Up, Limca, Maaza, Citra and Gold Spot under its umbrella. To add to
This, Kinley mineral water was launched in the year 2000.
The Company ranking up "firsts" in the introduction ofCanned and PET soft
drinks, vending machines and backpack dispensers for crowds of cricket supporters.
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COCA COLA BEVERAGES
BRANDS:
Thums up
Maaza
Sprite
Fanta
Coca cola
Kinley
Sun fill
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COCA COLA
SLOGAN: -
THANDA MATLAB COCA- COLA
JO CHAHE HO JAYE COCA-COLA ENJOY
SAR UTHA KE PIYO
The world`s famous drink, the world 1s most valuable brand. he most recognizable word
across the world after OK .Coca Cola has truly remarkable heritage. 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.
In India .Coca Cola was the leading soft-drink till 1977 when government policies
necessitated its departure.Coca Cola made its return to the country in 1993 and made
significant investments to ensure that the beverage is available to more and more people,
even in the remote and inaccessible parts of the nation.
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THUMS-UP
SLOGAN: -
I WANT MY THUNDER"
"THUMPS UP TASTE THE THUNDER"
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in
1993.Thums Up is a leading carbonated soft drink and most trusted brand in India. Thums
Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the men from the boys.Coca Cola has also
launched several contests for the promotion of Thums up like Hai Dum and Ninja Jeeto
Contest to attract the Youth. Coca Cola spent $ 3.5 million to beef up advertising and
distribution for Thums Up. By 2002, it had become India`s No.1 cola drink India.
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MAAZA
SLOGAN: -
"Taaza Mango, Maaza Mango"
"Botal mein Aam, Maaza hain Naam".
Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices
and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India.
Maaza currently dominates the fruit drink category. It is available in SKUs of 200ml RGB,
250ml RGB, 125ml Tetrapak and 200ml Tetrapak
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SPRITE
SLOGAN: -
"SPRITE BUJHAYA ONLY PYAAS, BAKI ALL BAKWAAS"
"DHIKAWE PE MAT JAO APNI AKHAL LAGAO
In India, Sprite was launched in year 1999.Sprite is perceived as a youth icon. With a strong
appeal to the youth, Sprite has stood for a straightforward and honest attitude. Its clear crisp
refreshing taste encourages the today's youth to trust their instincts, influences them to be
true to who they are and to obey their thirst. Sprite is available around the country in 200ml,
300ml, 500ml, and 500ml + 100ml free, 1.5ltr, 2ltr, 2.25ltr and 330ml cans.
Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth,
Sprite has stood for straight forward and honest attitude. Its clear crisp refreshing taste
encourages the todays youth to trust their instincts, influences them to be true to who they
are and to obey their thirst.
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FANTA
SLOGAN: -
KUCH BH1 HO SAKTA HAI
MASTI KA APNA TASTE
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company
is seen as one of the favorite drinks since 1940's. Fanta entered the Pakistani market in the
year 1993. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste
and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging
one to indulge in the moment. This positive imagery is associated with happy, cheerful and
special times with friends. Over the years Fanta has occupied a strong market place and is
identified as The Fun Catalyst.
Fanta advertising over a time has the biggest association with fun and friends that have
reflected through past TV commercials like Masti ka Apna Taste,Bajao Masti.
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LIMCA
SLOGAN: -
JUST TAKE IT EASY
Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3
decades. The brand has been displaying healthy volume growths year on year and Limca
continues to be the leading flavour soft drink in the country.
The success formula The sharp fizz and lemoni bite combined with the single-minded
positioning of the brand as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes, refreshes and transforms.
The brand has been displaying healthy volume growths year on year and Limca continues to
be the leading flavour soft drink in the country.
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SUNFILL
Sunfill powder drink has been developed locally based on the Pakistani consumer
preferences. We have kept in mind the Pakistani palate ( Taste / Sweetness /Sourness
/Orange flavour ) .Sunfill is also present in other countries, either in the form of a fruit n juice
based drink, or in the powdered concentrate form in countries like Indonesia, Sri lanka and
Bangladesh. It has been developed using the Coca Cola Company`s expertise in the beverage
business.
Keeping in mind the affordability factor and the competition, Sunfill is available in three
variants-Sunfill Regular, Sunfill Anand and Sunfill Tarang.
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KINLEY
SLOGAN: -
Boond Boond Mein Vishvaas.
Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A
ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very
sustenance of life, a celebration of life itself. Kinley water understands the importance and
value of this life giving force. Kinley water thus promises water that is as pure as it is meant
to be. Water you can trust to be truly safe and pure. Kinley water comes with reverse-osmosis
along with the latest technology to ensure the purity.
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MARKETING
STRATEGIES
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Our local marketing strategy enables Coke to listen to all the voices around the world asking
for beverages that span the entire spectrum of tastes and occasions. What people want in a
beverage is a reflection of who they are, where they live, how they work and play, and how
they relax and recharge. Whether you're a student in the United States enjoying a refreshing
Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a
couple in Korea buying bottled water after a run together, we're there for you. We are
determined not only to make great drinks, but also to contribute to communities around the
world through our commitments to education, health, wellness, and diversity. Coke strives to
be a good neighbor, consistently shaping our business decisions to improve the quality of life
in the communities in which we do business. It's a special thing to have billions of friends
around the world, and we never forget it.
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PRICE STRATEGY
Trade Promotion
Coca Cola Company gives incentives to middle men or retailers in way a that they offer them
free samples and free empty bottles, by this these retailers and middle man push their product
in the market. And thats why coca cola seen more in the market. And they have a good sale
in the market because according to the expert which product seen more in the market that
sells more.
They do agreements with a shop keepers and stores to exclusive sale in that store. These
stores are called as KEY accounts in their local language.
And coke also invest heavy budget on these stores and offers them free samples and free
bottles and some time cash incentives.
Different Price In Different Seasons
Some times Coca Cola Company changes their product prices according to the season.
Summer is supposed to be a good season for beverage industry in India.
So in winter they reduce their prices to maintain their sales and profit. But normally they
reduce the prices of their pet bottles or 1 litter glass bottle.
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PROMOTION STRATEGIES
Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers.
Eye Catching Position
Salesman of the coca cola company positions their freezers and their products in eye-
catching positions. Normally they keep their freezers near the entrance of the stores.
Sale Promotion
Company also do sponsorships with different college and schools cafes and sponsors their
sports events and other extra curriculum activities for getting market share.
UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they offer
very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This
scheme is very much popular among children.
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DISTRIBUTION CHANNELS STRATEGY
Coca Cola Company makes two types of selling
Direct selling
Indirect selling
Direct Selling
In direct selling they supply their products in shops by using their own transports. They have
almost 450 vehicles to supply their bottles. In this type of selling company have more profit
margin.
Indirect Selling
They have their whole sellers and agencies to cover all area. Because it is very difficult for
them to cover all area of Pakistan by their own so they have so many whole sellers and
agencies to assure their customers for availability of coca cola products.
FACILITATING THE PRODUCT BY INFRASTRUCTURE
For providing their product in good manner company has provided infrastructure these
includes:
Visi cooler
Freezers
Display racks
Free empty bottles and shells for bottles
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ADVERTISEMENT STRATEGY
Coca Cola Company use different mediums
Print media
Pos material
TVs commercial
Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate department for print
media.
POS Material
Pos material mean point of sale material this includes: posters and stickers display in the
stores and in different areas.
TV Commercials
As everybody know that TV is a most common entertaining medium so TV commercials is
one of the most attractive way of doing advertisement. So Coca Cola Company does regular
TV commercials on different channels.
Billboards and Holdings
Coca cola is very much conscious about their billboards and holdings. They have so many
sites in different locations for their billboards.
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PepsiCo, Inc. is one of the world's top consumer product companies with many of the
world's most important and valuable trademarks. Its Pepsi-Cola Company division is the
second largest soft drink business in the world, with a 21 percent share of the carbonated soft
drink market worldwide and 29 percent in the United States. Three of its brands--Pepsi-Cola,
Mountain Dew, and Diet Pepsi&mdashe among the top ten soft drinks in the U.S. market.
The Frito-Lay Company division is by far the world leader in salty snacks, holding a 40
percent market share and an even more staggering 56 percent share of the U.S. market. In the
United States, Frito-Lay is nine times the size of its nearest competitor and sells nine of the
top ten snack chip brands in the supermarket channel, including Lay's, Doritos, Tostitos,
Ruffles, Fritos, and Chee-tos. Frito-Lay generates more than 60 percent of PepsiCo's net
sales and more than two-thirds of the parent company's operating profits. The company's
third division, Tropicana Products, Inc., is the world leader in juice sales and holds a
dominant 41 percent of the U.S. chilled orange juice market. On a worldwide basis,
PepsiCo's product portfolio includes 16 brands that generate more than $500 million in sales
each year, ten of which generate more than $1 billion annually. Overall, PepsiCo garners
about 35 percent of its retail sales outside the United States, with Pepsi-Cola brands marketed
in about 160 countries, Frito-Lay in more than 40, and Tropicana in approximately 50. As
2001 began, PepsiCo was on the verge of adding to its food and drink empire the brands of
the Quaker Oats Company, which include Gatorade sports drink, Quaker oatmeal, and Cap'n
Crunch, Life, and other ready-to-eat cereals.
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When Caleb D. Bradham concocted a new cola drink in the 1890s, his friends' enthusiastic
response convinced him that he had created a commercially viable product. For 20 years,
'Doc' Bradham prospered from his Pepsi-Cola sales. Eventually, he was faced with a
dilemma; the crucial decision he made turned out to be the wrong one and he was forced to
sell. But his successors fared no better and it was not until the end of the 1930s that Pepsi-
Cola again became profitable. Seventy years later, PepsiCo, Inc. was a mammoth
multinational supplier of soft drinks, juices, and snack food. PepsiCo's advance to that level
was almost entirely the result of its management style and the phenomenal success of its
television advertising.
Doc Bradham, like countless other entrepreneurs across the United States, was trying to
create a cola drink similar in taste to Coca-Cola, which by 1895 was selling well in every
state of the union. On August 28, 1898, at his pharmacy in New Bern, North Carolina,
Bradham gave the name Pepsi-Cola to his most popular flavored soda. Formerly known as
Brad's Drink, the new cola beverage was a syrup of sugar, vanilla, oils, cola nuts, and other
flavorings diluted in carbonated water. The enterprising pharmacist followed Coca-Cola's
method of selling the concentrate to soda fountains; he mixed the syrup in his drugstore, then
shipped it in barrels to the contracted fountain operators who added the soda water. He also
bottled and sold the drink himself. In 1902 Doc Bradham closed his drugstore to devote his
attention to the thriving new business. The next year, he patented the Pepsi-Cola trademark,
ran his first advertisement in a local paper, and moved the bottling and syrup-making
operations to a custom-built factory. Almost 20,000 gallons of Pepsi-Cola syrup were
produced in 1904.
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Pepsi has been bringing fun and refreshment to consumers for over 100 years. From itshumble beginnings over a century ago, Pepsi-Cola has grown to become one of thebestknown,
most-loved products throughout the world. Today, the company continues toinnovate, creating new products, new flavors and new packages in varying shapes and sizes
to meet the growing demand for convenience and healthier choices.
The various product of Pepsi available in India are:
Pepsi: Pepsi is the most saleable product of PepsiCo. It is popular in the youngergeneration all around the world.
Diet Pepsi:With its light, crisp taste, Diet Pepsi gives you all the refreshment you need -with zero sugar, zero calories and zero carbs, Light, Crisp, refreshing.
Mirinda: Mirinda was originally produced in Spain. Mirinda is a brand of soft drinkavailable in fruit varieties including orange, grapefruit, and apple, strawberry, pineapple,banana, and passionfruit and grape flavors. The orange flavor of Mirinda represents themajority of Mirinda sales worldwide.
7up: 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights tothe
brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or itslicensees) in the rest of the world.
Mountain Dew: Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drinkdistributed and manufactured by PepsiCo. Mountain Dew (and its energy drink counterpartknown as AMP) often incurs the disapproval of health experts due to its relatively highcaffeine content for a soft drink or energy drink.
Pepsi Blue: Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. It waslaunched
in India near the cricket world cup to associated the Pepsi with the Pakistani people as Blueis
official colour of Pakistani cricket team. The flavor of Pepsi Blue was thought by drinkers tobe similar to cotton candy with a berry-like aftertaste (it resembled that of blueberries orraspberries).
Slice: Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo andintroduced in 1984. Varieties of Slice have included Apple, Fruit Punch, Grape, Passion fruit,Peach, Mandarin Orange, Pineapple, Strawberry, Cherry Cola, "Red", Cherry-Lime, and DrSlice.
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4.3 PRODUCT FILLING STRATEGY
A firm can lengthen its product line by adding more items within the present range. There
are several motives behind line filling:
- Reaching for incremental profits
- Trying to satisfy dealers who complain about lost sales because of missing items in the line
- Trying to utilize excess capacity
- Trying to be the leading full-time company
- Trying to plug holes to keep out competitors.
Pepsi and coca-cola, both the company uses this type of line filling strategy.Time to time in
different seasons Pepsiand Coca cola launches different type of products. Zerocoke
(launched on the occasion of release of James bond movie QUANTUM OF SOLACE) by
Coca Cola comes under this type of product filling marketing. However in absolute terms
there is no any difference in the product ingredients, but their presentation is different and
both the companies present their product as if this is a new
product.
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STUDY OF RESEARCH
PROBLEM
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TOPIC OF RESEARCH PROBLEM
This project report takes into account the MARKETING STRATEGIES OF TOP
BRANDS OF COLD DRINKS.
STATEMENT OF RESEARCH OBJECTIVES
This project takes a look that what type of marketing strategy adopted by coke. The two
major global players i.e. Pepsi and Coca-Cola dominate the soft drinks industry in India.
The objectives of the project are to study the importance of strategic management and sales
promotion strategies schemes in the soft drinks industry.
The study also keeps in mind various theories like DAGMAR & AIDS and their relevance in
todays changing scenario.
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RESEARCH DESIGN AND METHODOLOGY
The project will involve a study the importance of strategic management and sales promotion
strategies schemes in the soft drinks industry.
. The study will include following parameters.
Top of the mind recall.
Brand awareness about an advertisement.
The use of celebrity in a particular campaign and their impact.
The mode of the data collection would include both primary and secondary.
The impact of sale promotion schemes would measure on:
Their visibility.
Recall value of a post schemes.
Acceptability of the current scheme by the customers and sales force.
For this purpose both primary and secondary data would be collected.
For clarification certain annexure of ads and sales promotion schemes are added in the end.
The project work started with the collection of secondary data from various sources such as
newspaper, magazines, journals and web sites. Along side two questionnaires were also
prepared one aimed at consumers and the other aimed at retailers together primary data,
regarding the influence and effect of Advertising and sales promotion schemes on the sales of
soft drinks (Carbonated Soft drinks).
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This research includes:
Problem identification
Scope of study
Objective of study
Research design
Sampling plan
Method of data collection
Sources of data collection
Limitations
1. Problem Identification:
Marketer should be aware of the perception of customer about his product so that he
can gain maximum out of it. He should be aware of who are decision maker as well as
ultimate buyer of product.
2. Scope of study:
The scope of this study is kept within the control of individual researcher.
3. Research Design:
The method adopted for research is Experience Survey i.e. survey of people who
have practical experience of soft drinks in Sagar, in such a research design the decision
regarding what, where, whom, how much, by what means are concerned. It is the blue print
for the research undertaken.
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Measurement and Scaling Technique for Research:
In this research the rating scale technique is used. Rating scale involves qualitative
description of a limited no of aspects of thing or of traits of a person. In rating scale we judge
properties of objects without reference with other similar object.
The ranking can be done by graphic rating scale as:
Like very much
Like some what
Natural
Dislike some what
Dislike very much
5. Sampling Plan:
It includes sample unit, sample size, sample procedure.
Sample Unit: Sample unit is target population of SAGAR.
Sample size: Research is done on 200 respondents of SAGAR.
6. Method of data collection:
Observation method
Questionnaire method
Data collection through journal, magazines
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Data collection through websites of various Soft Drinks related companies.
7. Sources of data collection:
Primary sources: Sample survey of target population
Secondary sources: Company pamphlets, different journal such as A+M, Business
magazine as business world, business India, industry manual and web sides.
8. Limitations of Study:
Resources for collection of data are less.
Time period for data collection is short
Difficult to get response from customer.
Experience in field of research is difficult job.
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ANALYSIS OF DATA
Which brand of soft drink you prefer?
When asked about particular brands consumers responded the two colas namely Pepsi and
coke as their favorites. Out of which Coca Cola was leading with 61% while Pepsi came
second at 39%, It was also observed that cola segment was preferred by more than 70% of
the total consumers interviewed.
39
61
Sales
PepsiCo
Coca Cola
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Why do you prefer it?
When asked to the consumers responded availability of a particular brand of soft drink of the
most important in their purchase decision. Through advertising and sales promotion schemes
were also very important while making their final purchase decision as it is an impulse
purchase, consumers often related their purchase with the recall of an ad which their viewed
on television. Apart from easy availability and promotional schemes price was another major
driving factor in the purchase of a soft drink for consumers (Pet bottles prices vary).
Advertising
& Schemes
29%
Preference
19%
Easy
Availability
31%
Price
21%
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When you talk of soft drink advertising which all brands come to your mind(please specify in order of recall)?
When the above question was asked to the consumers they could easily recall Pepsi and
Coke ads almost equally. Though Pepsi had a very minor edge. This question also shows
Pepsis aggressive nature in advertising, which is its trademark the world over. Pepsi has
always been known as an aggressive advertiser and this is also true in Pakistani market.
Thums up was a distant third because of its continuous attacks on Pepsi.
Others
6%Limca
9%
Thums up
16%
Coke
29%
Pepsi35%
Maaza
5%
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Do you think the advertising done by the companies affects the sales of theirrespective soft drinks?
As its is clear from the above graph that advertising as a major impact on the sales of soft
drinks most of the consumers almost 71% thought advertising has direct effect on the sales of
the soft drinks. When consumers were asked about the effect of ads on sales most of them
responded in favor. They said that ads were the most important factor in driving the sales of
any brand. Especially with the younger generation, it often drives them towards a particular
brand of soft drink due to its advertisement.
Yes
71%
No
29%
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Which from of advertising and sales promotion strategies do you think is mosteffective for soft drink industry?
Consumers think that television advertising has a major impact on the sales of soft drinks. As
television reaches maximum urban homes, which are the major market of the soft drinks,
they have a direct impact on the consumers behavior. Apart from that newspaper advertising
is also important. Apart from these advertising media, sales promotion schemes from the next
important strategy.
29
8
41
13
9
0
5
10
15
20
25
30
3540
45
Sales
Promotion
Schemes
Television
Advertising
Outdoor
Advertising
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According to you which companys advertising are more creative and
appealing?
HTA, the advertising agency for Pepsi, has come up with many innovative ads in the past,
creating a good impression in the mind of consumers. Most of the consumers interviewed
responded that they like Pepsi ads more than that of Coke. Recently Coke has also come up
with few ads, which are specifically by the consumers.
57
43
0
10
20
30
40
50
60
PepsiCo Coca Cola
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ANALYSIS OF RETAILERS
Type of business
To conduct the research a number of Retail Outlets were visited these retail outlet included
provisions stores, eateries, sweets shops, tea stalls, Dhabas etc. Out of these it was found that
provision stores of the local market where the major sellers of the soft drinks and consumers
usually preferred to buy soft drinks from their local grocery store.
Sweet
Shops
27%
Provisons
Stores
45%
Eatery
22%
Others
6%
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Which segment of soft drink consumer generally asked for? (Rank them onscale 1, 2, 3)1 is max. 3 is min.
As it is an apparent from the above graph when asked about which segment the consumers
generally asked for the retailers respondent that Cola by itself was the largest selling soft
drink amounting to 61% of total soft drink sales. Orange came a distant second at 17%
followed by cloudy lemon, which constituted another 14%.
51
27
14
4 4
0
10
20
30
40
50
60
Cola Orange Cloudy
Lemon
Clear
Lemon
Others
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Why do think that a consumer ask for a particular brand of soft drink?
The consumer preferences are very fragile and not firm. Consumers preference usually
changes with the various schemes and the advertising. Which has major impact on their
purchase decision? Price is another critical factor on which the consumer purchase
decision is based. It is often found that the consumers change their preference in
accordance with various price discounts offered to them. Availability is another major
aspect, which decides the actual purchase. A consumer may change his or her preference
based in the fact that which brand is available chilled at that moment.
Price
21%
Availbility
23%Brand
Prefrence
17%
Advertising
&
Promotion
39%
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Major sale of soft drink is due to?
Though advertising and sales promotion act as a major tool to attract customers for the
purchase of the particular soft drink, but it is actually the availability that is by far the
most important factors, which drive the sale. Apart from availability the price factor is
again cited as an important factor in the actual sale of the soft drinks. Apart from these
various schemes and sales promotion activities under taken by the company also acts as
sources of sale. The brand preference and loyalty is by far the least important factor
driving the sale.
38
25
16
21
0
5
10
15
20
25
30
35
40
Availability Price Brand
Name
Scheme
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What are the attributes that influence you to decide which brand of soft drinkto keep? (Rank them on scale of 1-4).
The attributes that influence a retailer to keep a particular brand of soft drink are pro
motional schemes brand name consumer pill and company support. Out of these factors
promotional scheme again is the major factor that influences any retailer to keep the stock
of particular brands. Apart from this consumer pull and brand name acts are the major
influencers for the retailers to keep stork of a particular soft drinks. One more factor
which affects the retailers to keep stock of particular soft drinks is the company support
which is provided in from of visi coolers, banners, sign boards etc. through the kind of
company support provided by the majors is almost the same.
12
18
43
27
0
5
10
15
20
25
30
35
40
45
50
Company
Support
Consumer
Pull
Promotional
Schemes
Brand
Name
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Does the promotional scheme of the company have any effect on the sales
of soft drinks brands?
As sighted in the above analysis, sale of any soft drink is very much affected by the
promotional schemes provided by the company to the retailers. These schemes act as the
push towards the sales for any soft drink brands.
Yes
71%
No
29%
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SUMMARY AND
CONCLUSIONS
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SUMMARY OF LEARNING EXPERIENCE
SWOT ANALYSIS
The overall evaluation of a companys Strength, Weakness, Opportunities and Threats is
called SWOT Analysis.
The SWOT Analysis is further divided into two parts :-
Internal environment analysis
External environment analysis
Internal environment analysis (analysis of strength and weakness)
It is one thing to discern attractive opportunities and another to be able to take
advantage of these opportunities. Each business unit needs to evaluate its internal strength
and weakness.
As the research is conducted following strength and weakness of the Coke Company is
found.
Strength
1. Good company image.
2. Well trained and experience workers and executives are available.
3. Strong distribution network.
4. Brand 'Thums-Up' alone cover the big market. Adopted two types of distributionchannels (Direct route and indirect route).
5. Effective sales promotion schemes and commission to salesman on achieving target.
6. Effective executive team.
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Weaknesses
1. Less personal contacts with retailers.
2. Service is not good.
3. Company officials do not visits outlets regularly.
4. Fewer advertisements Channels.
5. Bad and delay in claim settlement.
6. No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.
7. Less availability of dealer board, glow signboard, painting etc.
Opportunity
1. High growth rate for fruit drink market.
2. Rural area has a great population of youths in sagar.
3. Rural area has good market share of PepsiCo in India.
4. Therefore there is a need only of marinating this share in future.
5. Targeting the upper middle class for home take segment.
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Threats
1. High growth of competitor's products.
2. Better facilities provided by the competitor to their distribution this might lead to
switch over to slice distribution towards competitors.
3. Indifference among distributor and fat dealers.
4. Different effective promotion schemes of competitors.
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CONCLUSIONS AND RECOMMENDATIONS
CONSUMER PERCEPTIONS
Soft drinks come under the category of products purchased on impulse. Through the
markets is marred by brand loyalty the purchase decision itself is a low involvement
decision. This attitude of impulse buying is slowly changing to occasion-led-buying
and also to some extent to consumption through home refrigerator particularly in
urban areas.
The market is slowly moving from non-alcoholic carbonated drinks to fruit based
drinks and also to plain bottled water due to lower price and ready availability.
Consumers purchase soft drinks primarily to quench thirst. Therefore people traveling
and not having access to hygienic water reach out for soft drink. This accounts for a
large part of the sales.
Brand awareness plays a crucial role in purchase decisions.
Consumers prefer convenient and economy products.
Availability in the chilled from affects the purchase decision. This has made both
companies to push its sales and to increase its retail distribution by offering Visi
Coolers to retailers.
While there is no restriction on consumption of soft drinks by any age group, the
main consumers of this market are people in the age group of 30 and below.
Product differentiation is very low, as all the products taste the same. But brand
loyalty is high in the case of kids and people in the age group of 20-30 years.
Consumers are sensitive to the outlay where the purchase of beverages is concerned.
Hence the market is price sensitive.
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Due to the high cost of soft drinks, a lot of times consumers prefer beverages like tea,
coffee or other drinks like sharbat and squashes.
Per capita consumption in India is among lowest in the world at 5 bottles per annum
compared to 80 bottles in Thailand and 800 bottles in USA.
Delhi market has highest per capita consumption in the country with 50 bottles per
annum compared to 5 bottles for the country.
RETAILERS PERCEPTIONS
Retailers stated that the consumers are loyal to the particular segment of the soft
drink i.e. cola, orange or lemon. But as far the loyalty for the brands in each
segment is concerned, it is not very significant.
43% of the retailers surveyed told that in soft drinks advertising is the key
component in driving sales. While 32% stated promotional schemes and 20%
brand loyalty as the reason.
As consumers are not very brand loyal where the purchase of soft drinks is
concerned, the retailer push becomes a critical issue. They usually sell the product
in which they get the maximum benefit. For this, the companies try to offer them
higher margins
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SUGGESTIONS
Although it is very early to suggest any thing to such a internationally renounced
company like Coca-Cola having in the mature stat e of marketing yet for the local market,
client distributors & retailers, based on the interactions & feed backs from various outlets,
segments of customers I would like to suggest as under:
Company should promote good and heart felt Slogans and Jingles.
Company should provide others small advertising items in the form of garlands,
hangers recto the shopkeepers as there are cheap and Q good source of advertising.
Company should sponsor important event like World cup, Asian & other tournament,
any event related to film awards and programmers of local importance.
Company, If possible should give schemes to the customers through newspapers
having provision for discounts in purchasing its products.
Company should organizing campaigns & distributes caps, Key rings, glasses,
serving tray, pussels on which company packages are branded.
Chilling equipments should provide on a cost basis.
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Chilling equipments (like family freeze, vizzi or Electric bottle cooler) should be
provided to the outlets
If there is any default found in the chilling equipment provided by the company
should be repaired quickly when so required.
Company should ensure good supply of stock.
Company should go for more monopoly counters.
Company should give discount with every crate as is being done by Pepsi.
There should be surprise check by the company to endure whether benefits of
schemes provided by the company reach outlets or not and take corrective measures
in case of default.
Company should arrange seminars and meetings with dealers on an ongoing basis on
monthly interval.
Shopkeeper feedback should be taken in regular manner.
A special shopkeepers care cell should be formed to listen the shopkeepers
grievance on the lines of customer care cell.
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No. of hoardings should be increased.
Flexibility in the allot of monopoly items should be encouraged.
. Some free gifts should also be given on established Brands to stimulance the retailer.
Company should elaborate public announcement on important days like Health day,
Anti drug day world aids day etc.
Company should tap colleges and school canteens. They should be given extra
discounts as these outlets give potential long run customers to the company.
Company should provide Tables, Chairs wall clocks, stands, openers to the retailers
as f or them type of free gifts are significant and they promote those company's
products who provide such items to them
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ANNEXURES
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QUESTIONNAIRE FOR CONSUMERS
Name: Sex:
Age Location:
1) Which Company brands of soft drink do you prefer?
a) Coca Cola b) Pepsi
2) Why do you prefer it?
a) Adv. & promotion schemes b) Preference
c) Price d) Easy Availability
3) Which form of advertising and sales promotion strategies do
you think is most effective for soft drink industry?
a) Television Advertising b) Newspaper Advertising
c) Outdoor Advertising d) Sales promotion schemes
4) According to you which companys advertising are more
Creative and appealing?
a) PepsiCo b) Coca-Cola
5) Do think the advertising done by the companies affects the
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sales of their respective soft drinks?
a) Yes b) No
6) When you talk of soft drink advertising which all brands come to
your mind? (Please specify in order of recall)
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QUESTIONNAIRE FOR RETAILERS
1) Type of business is:
a) Provision store b) Hotel
c) Sweet Shop d) Dabha
e) Tea Stall f) Any Other.
2) Which segment of soft drink consumer generally asked for?
a) Cola b) Orange
c) Clear lemon e) Cloudy Lemon
e) Others
3) Why do think that a consumer ask for a particular brand of soft drink?
a) Adv. & Promotional Activities b) Brand Preference
c) Easy Availability d) Price
4) Major sale of soft drink is due to?
a) Availability b) Price
c) Brand Name d) Promotion Schemes
5) What are the attributes that influence you to decide which brand of soft drink to keep?
(Rank them on scale of 1-4).
a) Company Support b) Consumer Pull
c) Brand Name d) Promotion Schemes
-
7/28/2019 Mba Projectasd
75/76
6) Does the promotional scheme of the company have any effect on the sales of soft
drinks brands?
a) Yes b) No
-
7/28/2019 Mba Projectasd
76/76
BIBLIOGRAPHY
REFERENCES
BOOKS:-
Kottler Philip : Marketing Management
Chunawall S.A. : Essentials of Marketing Research
Kothari C.R. : Research Methodology
Sherlerkar S.A. : Marketing Management
Schiff man Leon. G. : Leslie Lazar Kaunk
Magazines
Business world Coca-cola company booklet
Pepsi company BookletWebsites
www.coca-cola.com www.pepsi.com www.pepsico.com
www.google.com
Newspaper
Times of India Economic Times
http://www.coca-cola.com/http://www.coca-cola.com/http://www.pepsi.com/http://www.pepsi.com/http://www.pepsico.com/http://www.pepsico.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.pepsico.com/http://www.pepsi.com/http://www.coca-cola.com/