UTTRAKHAND TECHNICAL UNIVERSITY

BONAFIDE CERTIFICATE
Certified

that

this

project

report

MARKETING

STRATEGY

AND

INPLEMENTATION OF JUICE SEGMENT IN THE SYSTEM OF COCA

COLA COMPANY is the bonafide work of ASHUTOSH PANDEY
who carried out the project work under my supervision.

<<Signature of the Head of the Department>>

SIGNATURE

<<Name>>
HEAD OF THE DEPARTMENT

<<Signature of the Supervisor>>

SIGNATURE

<<Name>>
SUPERVISOR

<<Academic Designation>>
<<Department>>
<<Full address of the Dept & College >>

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MARKETING STRATEGY AND INPLEMENTATION OF JUICE

SEGMENT IN THE SYSTEM OF COCA COLA COMPANY
A PROJECT REPORT
Submitted by

ASHUTOSH PANDEY

An

partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

in

MARKETING

DOON BUSINESS SCHOOL,DEHARDUN

UTTRAKHAND TECHNICAL UNIVERSITY:: DEHRADUN

AUGUST 2011

ACKNOWLEDGEMENT

I am grateful to MR.AJAY SINGH of Coca-Cola Limited (ADVANCE SALES AND

SERVICES Pvt. Ltd.), for providing me an opportunity to work as a
management trainee and helping me to learn about the market products and
consumer perception about JUICE products of Coca-Cola.
I am sincerely thankful to Mr. Lalit Saxena (Area Sales Manager) under their
guidance I have successfully completed this project. I thank them for their
consent, encouragement, and warm response and for filling every gap with
valuable ideas that has made this project successful.
My heartfelt gratitude also goes out to the staff and employees at Advance
Sales and Services Pvt. Ltd. for having co-operated with me and guided me
throughout the two months of my internship period.
I am also grateful to my faculty guide at DOON BUSINESSS SCHOOL
University,DEHRADUN i.e. MR.SOHAN RAWAT for her regular guidance,
support and encouragement throughout my project work

ASHUTOSH PANDEY

DECLARATION
I m ASHUTOSH PANDEY, Roll no. 10360500020, a student of MBA
II semester
from INSTITUTE OF DOON BUSINESS SCHOOL (DBS), DEHRADUN hereby

declares that I have successfully completed my summer training

project report on
MARKETING STRATEGY AND IMPLEMENTATION OF JUICE SEGMENT IN THE
SYSTEM IN COCA COLA

IN THE MARKET COCACOLA from ADVANCE SALES & SERVICES

PVT. LTD., LUCKNOW. I hereby declare that all the information
provided in this project report are true to the fullest of my
knowledge and it bear no resemblance to any other written
material whatsoever.In the event of any information provided in
this report being found incorrect or misleading, I shall be liable to
any outcome at any at any given day.

Place: LUCKNOW

Date:

ASHUTOSH PANDEY
PREFACE
Practical and Theory are the two aspects of Management
education. The practical training in the domain of management
courses has received vital importance. It exposes to the potential
manager towards the actual work situation and gives a student
rich insight into what practically is going on inside the industries,
infect it is the implementation of theory into practices which is the
life force of management.
Two months practical training is an obligatory requirement for the
M.B.A. It was of great advantage to receive practical training in
ADVANCE SALES & SERVICES PVT.LTD. At LUCKNOW office. The
management of the company offered an excellent learning
situation. There have been considerable changes in the
technology, operation and structure of the industry due to
globalization, mergers, environmental issues and available fiber
sources, and new challenges being posed by the changing
customer satisfaction levels and multiple market requirements are
forcing industry to adapt to new solutions.I was assigned special
Project: To Provide a Better Promotional Scheme For The Dealers.
To know consumers and retailers problem.
To compare demand of juicy product as well as colas than
competitors.
To know advertisement position of Coca-cola.

TABLE OF CONTENTS

PART I
PAGE
Presidents Profile
Introduction about the Company
A Brief Insight-The Beverage Industry in India
The Coca-Cola company
History of company
COCA COLA COMPANY IN LUCKNOW

PART II

1. Introduction to the topic

2. Objectives of Research
3. LITERATURE REVIEW
4 Research methodology
5 Data COLLECTION
6 JUICE SEGMENT
7. MISSION_VISION
8. Bibliography
10.QUESTIONAIRE

INTRODUCTION
Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. CocaCola Company is the worlds leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups,
used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The
Companys beverage products comprises of bottled and canned
soft drinks as well as concentrates, syrups and not-ready-to-drink
powder products. In addition to this, it also produces and markets
sports drinks, tea and coffee. The Coca-Cola Company began
building its global network in the 1920s. Now operating in more
than 200 countries and producing nearly 400 brands, the CocaCola system has successfully applied a simple formula on a global
scale: Provide a moment of refreshment for a small amount of
money- a billion times a day. The Coca-Cola Company and its
network of bottlers comprise the most sophisticated and pervasive
production and distribution system in the world. More than
anything, that system is dedicated to people working long and
hard to sell the products manufactured by the Company. This
unique worldwide system has made The Coca-Cola Company the
worlds premier soft-drink enterprise. From Boston to Beijing, from
Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to thirsty consumers around the
globe. For more than 115 years, Coca-Cola has created a special
moment of pleasure for hundreds of millions of people every
day.At Coca-Cola, we have a long stable belief that everyone who
touches our business should benefit. Coca-Cola in India provides
extensive support for community programmers across the
country, with a focus on education, health & rain water harvesting.
All key priorities of the Indian government has recognized the
Companys efforts with several awards.

Education: Coca-Cola in India is supporting community based

primary education projects set up to provide educational
opportunities to marginalized children in slum & villages. Till
today, the project have benefited 50 schools, thousands of
students, over 500,000 villagers & over10,000 slum dwellers, as
well as several villages near bottling plants.
Environment: Coca-Cola in India is supporting community based
rainwater harvesting projects in rural & urban areas to help
restore water level & promote community education in way to
conserve natural resources. These initiatives have benefited over
10,000 Delhi residents, as well as local community members, both
in areas surrounding Coca-Cola bottling plants & elsewhere.
Healthcare: Coca-Cola in India is partnering with NGOs as well as
St.Johns Ambulance Brigade (Red Cross) to provide free medical
facilities & information to poor people who cannot afford to visit
hospital facilities. These efforts are helping tens of thousands of
underprivileged people in seven states in India, as well as several
villages near bottling plants.
The company has also supported a range of other national
initiatives, such as a major Polio eradication drive & drought relief
programmers, in addition to support towards the National Cricket
Champion for blinds & National Athletics meetings for the
physically challenge

A BRIEF INSIGHT: THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer

Packaged Goods (CPG) is 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 Indian 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 Indian FMCG
industry had changed significantly. With the liberalization and
growth of the Indian economy, the Indian 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
resulting in increased spending power also contributed to the
increase in the Indian 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.
HUL 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. At the
South Indian region. It is predicted that in the year 2010, the
FMCG sector will be worth Rs.143000 crores. The sector being one
of the biggest sectors of the Indian Economy provides up to 4
million jobs.
The FMCG sector consists of the following categories:
Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and
Toiletries, Deodorants and Perfumes, Paper products (Tissues,
Diapers, Sanitary products) and Shoe care; the major players
being; Hindustan Lever Limited, Godrej Soaps, Colgate, Marico,
Dabur and Procter & Gamble.

Household Care- Fabric wash (Laundry soaps and synthetic

detergents), Household cleaners (Dish/Utensil/Floor/Toilet
cleaners), Air fresheners, Insecticides and Mosquito repellants,
Metal polish and Furniture polish; the major players being;
Hindustan Lever Limited, Nirma and Ricket Colman.

Branded and Packaged foods and beverages- Health beverages,

Soft drinks, Staples/Cereals, Bakery products (Biscuits, Breads,

Cakes), Snack foods, Chocolates, Ice-creams, Tea, Coffee,

Processed fruits, Processed vegetables, Processed meat.

Branded flour, Bottled water, Branded rice, Branded sugar, Juices;

the major players being; Hindustan Unilever Limited, Nestle, CocaCola, Cadbury, Pepsi and Dabur

Spirits and Tobacco; the major players being; ITC, Godfrey, Philips
and UB

THE COCA-COLA COMPANY

In May 1886, CocaCola was invented by Dr. John Pemberton
a pharmacist from Atlanta Georgia. John Pemberton concocted
the Coca Cola formula in a three legged brass kettle in his
backyard. The name was suggestion given John Pembertons
bookkeeper Frank Robinson.Being a bookkeeper Frank Robinson
also had excellent penmanship it was he who first Coca Cola
Into the flowing letters this has become the famous logo of
today. The soft drinks were first sold to the public at the soda
fountain in Jacobs Pharmacy in Atlanta on May 8, 1886. About
nine servings of the soft drink were each day. Sales for that first
year added up to total of $ 50. The funny thing was that it cost
John Pemberton over $ 70 in expenses, so the first Year of sales
was loss. Until 1905, the soft drinks, marked as a tonic contained
extracts to cocaine as Well as the caffeine- rich kola nut.By the
late 1890s, Coca Cola was one of Americas most popular
fountain drinks. With another Atlanta pharmacist, Asa Griggs
Candler, at the helm, the Coca Cola Company increased syrup

sales by over 400 % between 1890 and 1900.Advertising was an

important factor inPemberton and Candlers success & by the turn
of the century, the drink was sold across the United States and
Canada. Around same time, the company began selling syrup to
independent bottling companies licensed to sell the drink. Even
today, the US soft drink industry is organized on this principle.Until
the 1960s both small town & big city dwellers enjoyed carbonated
beverages at the local soda fountain or ice cream saloon. Often
housed in the drug store, the soda fountain counter served as a
meeting place for people for all ages. Often combined with lunch
counters, the soda fountain declined in popularity as commercial
ice cream, bottled soft drinks, & fast food restaurant came to the
fore.
Headache Remedy :
On May of 1886 Dr.Pemberton concocted caramel-colored syrup in
a three-legged brass kettle in his backyard. He first "distributed"
the new product by carrying Coca-Cola in a jug down the street to
Jacobs Pharmacy. For five cents, consumers could enjoy a glass of
Coca-Cola at the soda fountain. Whether by design or accident,
carbonated water was teamed with the new syrup, producing a
drink that was proclaimed "Delicious and Refreshing." Dr.
Pemberton's partner and bookkeeper, Frank M. Robinson, created
the name.

YEAR WISE HISTORY OF BOTTLING

Year 1894: A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new
fountain beverage called Coca-Cola impressed the store's owner,
Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a
common glass bottle called a Hutchinson. Biedenharn sent a case
to Asa Griggs Candler, who owned the Company. Candler thanked
him but took no action. One of his nephews already had urged that
Coca-Cola be bottled, but Candler focused on fountain sales.
Year 1899: The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they

could build a business around bottling Coca-Cola. In a meeting
with Candler, Benjamin F. Thomas and Joseph B. Whitehead
obtained exclusive rights to bottle Coca-Cola across most of the
United States for a sum of one dollar. A third Chattanooga lawyer,
John T. Lupton, soon joined their venture.
Years 1900-1909: Rapid growth
The three pioneer bottlers divided the country into territories and
sold bottling rights to local entrepreneurs. Their efforts were
boosted by major progress in bottling technology, which improved
efficiency and product quality. By 1909, nearly 400 Coca-Cola
bottling plants were operating, most of them family-owned
businesses. Some were open only during hot-weather months
when demand was high.
Year 1916: Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily
confused with imitators. A group representing the Company and
bottlers asked glass manufacturers to offer ideas for a distinctive
bottle. A design from the Root Glass Company of Terre Haute,
Indiana won enthusiastic approval. The Contour Bottle became
one of the few packages ever granted trademark status by the
U.S. Patent Office. Today, it is one of the most recognized icons in
the world.
In the 1920s: Bottling overtakes fountain sales
As the 1920s dawned; more than 1,000 Coca-Cola bottlers were
operating in the U.S. Their ideas and zeal fueled steady growth.
Six-bottle cartons were a huge hit starting in 1923. A few years
later, open-top metal coolers became the forerunners of
automated vending machines. By the end of the 1920s, bottle
sales of Coca-Cola exceeded fountain sales.
In the 1920s and 1930s: International expansion
Led by Robert W. Woodruff, chief executive officer and chairman
of the Board, the Company began a major push to establish
bottling operations outside the U.S. Plants were opened in France,
Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By
the time World War II began, Coca-Cola was being bottled in 44
countries.
In the 1940s: Post-war growth

During the war, 64 bottling plants were set up around the world to
supply the troops. This followed an urgent request for bottling
equipment and materials from General Eisenhower's base in North
Africa. Many of these war-time plants were later converted to
civilian use, permanently enlarging the bottling system and
accelerating the growth of the Company's worldwide business.
In the 1950s: Packaging innovations
For the first time, consumers had choices of Coca-Cola package
size and type-the traditional 6.5 ounce Contour Bottle, or larger
servings including 10, 12 and 26 ounce versions. Cans were also
introduced, becoming generally available in 1960.
In the 1960s: Introduction of new brands
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s.
Mr. Pibb and Mello Yello were added in the 1970s. The 1980s
brought diet Coke and Cherry Coke, followed by PowerAde and
Fruitopia in the 1990s. Today scores of other brands are offered to
meet consumer preferences in local markets around the world.
In the 1970s and 1980s: Consolidation to serve customers
Advancement in technology led to global economy, retail
customers of The Coca-Cola Company merged and evolved into
international mega chains. Such customers required a new
approach. In response, many small and medium-size bottlers
consolidated to better serve giant international customers. The
Company encouraged and invested in a number of bottler
consolidations to assure that its largest bottling partners would
have capacity to lead the system in working with global retailers.
In the 1990s: New and growing markets
Political and economic changes opened vast markets that were
closed or underdeveloped for decades. After the fall of the Berlin
Wall, the Company invested heavily to build plants in Eastern
Europe. As the century closed, more than $1.5 billion was
committed to new bottling facilities in Africa.
21st Century: Coca-Cola today
The Coca-Cola bottling system grew up with roots deeply planted
in local communities. This heritage serves the Company well today
as consumers seek brands that honor local identity and the
distinctiveness of local markets.
COCA-COLA COMPANY IN LUCKNOW:

This is the one of the biggest leading company in beverage sector

in Lucknow also. In the Lucknow the coca cola company is a
manufacturing company. They are producing several brands like
Thumps up, Coca Cola, Sprite, Limca, Fanta, Maaza and they have
come with their new brand Minut Maid Pulpy Orange. Pulpy orange
is the sixty year old brand in China but for India it is new. Apart
from this company also produces products like Kinley soda &water
and Bonaqua new water brand.
Distribution system of Coca Cola Lucknow

Dealers and
agencies

Variou
s
Distric
ts

LITERATURE REVIEW

Control of market share is the key issue in this study. The situation
is both Coke and Pepsi are trying to gain market share in this
beverage market, which is valued at over $30 billion a year. Just
how this is done in such a competitive market is the underlying
issue. The facts are that each company is coming up with new
products and ideas in order to increase their market share. The
creativity and effectiveness of each company's marketing strategy
will ultimately determine the winner with respect to sales, profits,
and customer loyalty. Not only are these two companies
constructing new ways to sell Coke and Pepsi, but they are also
thinking of ways in which to increase market share in other
beverage categories. Although the goal of both companies are
exactly the same, the two companies rely on somewhat different
marketing strategies .Both companies have also relied on finding
new markets, especially in foreign countries. In the foreign
markets, Coke has been more successful than Pepsi. For example,
in Eastern Europe, Pepsi has relied on a barter system that proved
to fail. However, in certain countries that allow direct comparison,
Pepsi has beat Coke. In foreign markets, both companies have
followed the marketing concept by offering products that meet
consumer needs in order to gain market share. Both companies
cannot just sell one product; if they do they will not succeed. They
have to always be creating and updating their marketing plans
and products. The companies must be willing to accommodate
their target markets. Gaining market share occurs when a

company stays one-step ahead of the competition by knowing

what the consumer wants. Apart from this study previous studies
were based on the distribution network and market share of some
of these beverages companies. This study is based on to find out
the market share of coca-cola in some of the areas of Lucknow
city.Pepsi 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. The Coca-Cola Company purchased
Thums-Up in 1993. As of 2004, Coca-Cola held a 60.9% marketshare in India. Tropicola, a domestic drink, is served in Cuba
instead of Coca-Cola, in which there exists a United States
embargo. 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 CocaCola. 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 U.S. soft drink industry
rankings released last week. Coke gained 0.6 percentage points in
market share and increased its case volume by 2.1 percent,
according to Beverage Digest/Maxwell, a New York-based industry
newsletter and data service. The company captured a larger share
of the market even though its Coke Classic brand fell 0.6
percentage points in market share. Coca-Cola dominates 44.3
percent of the U.S. soft drink market, but saw its market share
drop between 1999 and 2001.In 1993 Coca-Cola re-entered India
after prolonged absences from 1977 to 1993. But Coca-Colas
entry made things even more complicated and the fight became a
three-way battle. That same year, in a move that baffled many,
Parle sold out to Coke for a meagre US$ 60 million (considering
the market share it had). Some assumed Parle had lost the
appetite for a fight against the two largest cola brands; others
surmised that the international brands seemingly endless cash
reserves psyched-out Parle. Either way, it was now Coca-Colas, or
Coke has a habit of killing brands in its portfolio that might
overshadow it. Coca-Cola soon introduced its cola in cans which
was all the rage in India, with Thums Up introduced alongside,
albeit in minuscule numbers. Later Coca-Cola started pulling out
the Thums Up brand which at that time still had more than 30%
market share.

Maaza

Ladies and Kids.

Sprite

Not clearly defines.

Kinley Soda

Mostly for those who consume liquor.

COMPETITORS

The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company

never ends for the World's # 2, carbonated soft drink maker. The company's
soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's
only beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports
drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-todrink tea.
PepsiCo and Coca-Cola hold together, a market share of 95% out of which

NO.OF 60.8%
BOTTLES
is heldIN
by Coca-Cola and the rest belongs to Pepsi.
PACK
A CASE
24
300ML
24

200ML

24
12

250ML
1.2 LTR

2 LITRES

24

600ML

Bibliography

1 LTR

WEB-SITES:

www.coca-cola.com
www.coca-colaindia.com
www.wikipedia.com
http://news.bbc.co.uk
www.economictimes.indiatimes.com
www.google.com
www.ask-jeeves.com
www.distributing-company.com

BOOKS:

Research Methodology, Kothari C.R. Research

MethodologyMethods and Technology, New Delhi, Wishwa
Prakashan edition2003.

Multi level and Direct Marketing, Branding Kotler, Phillip, Marketing

Management, Delhi, Pearson Education (Singapore) Pvt. Ltd.
11thedition.

With the help of the senior executives of the companyan attempt has been made
inorder to define the processes andprocedures followed.With the help of various
marketing websites.

Questionnaire

NAME OF THE SHOP.

ADDRESS
TEL. NO. .

Q1)Which brand do you sell?

PEPSI

COCA COLA

BOTH

Q2)Why are you not selling the Coca Cola or Pepsi product?
Q3)How many brands are available in your shop in the RGB and PET Bottles?
In RGB
COCA COLA
SPRITE
FANTA

THUMS UP
LIMCA
MAAZA

(B)In PET
COCA COLA
SPRITE

THUMS UP
LIMCA

FANTA

MAAZA

MMPO

NIMBO FRESH

Q4) Which company Visi Cooler are you having?

PEPSI

COCA COLA

BOTH

Q5)Whether the purity of the refrigerator is maintained or not?

YES

NO

Q6)Which brand is preferred by the customers?

PEPSI BRANDS

COCA COLA BRANDS

Q7)Are you satisfied with the distribution network?

YES

NO

Q8)Are you aware of the various schemes run by the coca cola?
YES

NO

Q9) Which companyadvertisement and sales promotion activities are better?

PEPSI COCA COLA
Q10)Your daily sales?
1-2 CASE
6-10 CASES
More than 10 CASES

3-5 CASES

Q11)Do you think promotional activities can increase sales?

YES

NO

Q12) According to you a company should improve upon?

Distribution Service
Sales Promotion Schemes
Q13)How would you rate Coca Cola?
Excellent

Very Good

Average

Bad

Very Bad
COMPLAINTS OR SUGGESTIONS.

Thank you very much for your kind cooperation!!!!!!!