SUMMER TRAINING PROJECT REPORT

On Study on various channel of istri!ution of Coca Cola of "aranasi #North Re$ion%

SU&MITTE 'OR PARTIA( 'U('I((MENT O' T)E EGREE O'

MASTER OF BUSINESS ADMINISTRATION

By Amit Kumar Singh
(Roll No.: 1268670024)

External Supervisor Supervisor

NameA.K. Aggra al Ma!"u Bala Designation. Area Sales Manager Asst.#ro$essor Name o$ %ompan& %o'a %ola #(T.)TD *reater Noi!a A!!ress Ra+atala, (aranasi

Internal
Name Dr. Designation

Accurat !n"titut o# A$%anc $ &anag m nt' (r at r Noi$a

-A$$iliate! to U# Te'"ni'al Universit& an! Approve! ,& AI%TE.

/012

Ac cura te Insti tute of Adv anc ed Man age men t

#Affiliated to UPTU and A**roved !y AICTE%

33333333333333333333333333333333333333

)EA O' M&A PROGRAM+S CERTI'ICATE

*hi" i" to c rti#y that Summ r *raining +ro, ct R -ort titl $ .Study on various channel of istri!ution of Coca Cola Of "aranasi #North Re$ion ). i" carri $ out /y Amit Kumar Singh' Roll No. 01268670024' a "tu$ nt o# &BA 1 !!! S m "t r at Accurat !n"titut o# A$%anc $ &anag m nt' (r at r Noi$a' un$ r th "u- r%i"ion o# 2r. &a$hu Bala *hi" i" an original 3or4 carri $ out /y th "ai$ "tu$ nt to th / "t o# my 4no3l $g an$ ! r comm n$ #or th "u/mi""ion o# thi" Summ r *raining +ro, ct R -ort to 5ttar +ra$ "h * chnical 5ni% r"ity' 6uc4no3 in th -artial #ul#illm nt o# th r 7uir m nt #or th a3ar$ o# &BA 2 gr .

+ro#. (2r.) Amar Kr. Sa8 na 2ir ctor' A!A&' (r at r Noi$a 2at :

Plot No. 49, Knowledge Park-3, Greater NOIDA-201306 ( P!, P"one# 0120232$23%, &a'# 0120-23203%% (. )a*l.# *n+o,a--.rate.*n, /e0# "tt122www.a*a EC(ARATION

! h r /y $ clar that th -ro, ct r -ort ntitl $: ,Mar-etin$ Strate$ies of )industan Coca.Cola &evera$es Pvt/ (td/0 su/mitt $ in -artial #ul#illm nt o# th r 7uir m nt #or th $ gr "imilar titl or -ri9 ". o# M&A i" my original 3or4 an$ not "u/mitt $ #or th a3ar$ o# any oth r $ gr ' $i-loma' # llo3"hi-' or any oth r

AMIT KUMAR SINGH

MBA Roll No. ____________

+lac : ;;;;;;;;;;; 2at : ;;;;;;;;;;;

AC1NO2(E GEMENT

&y "inc r gratitu$ to all th Ms/ Madhu &ala #or h r %alua/l gui$anc ' ncourag m nt' u" #ul "ugg "tion' critical %aluation an$ un n$ing "u--ort 3hich h l- $ m accom-li"hing thi" -ro, ct 3or4. ! am gratitu$ to Mr/ A3it 1u3ar Sin$h #or hi" %alua/l gui$anc an$ "u--ort at all tim an$ -ro%i$ $ m th / "t o--ortunity to 3or4 3ith an "t m $ organi9ation. ! am than4#ul to all tho" - o-l 3ho -ro%i$ $ m all th n c ""ary

in#ormation r aching at thi" "tag ' through thi" ac4no3l $g m nt' ! 3oul$ li4 to than4" to all tho" - o-l 3ho -ro%i$ $ m all th in#ormation $ir ctly or in$ir ctly throughout thi" -ro, ct r -ort ha" / n "ucc ""#ully com-l t $.

Student Na3e4 A3it 1u3ar Sin$h Roll no/ 4 567879::6;

TA&(E O' CONTENTS

PRE'ACE INTRO UCTION COMPAN= PRO'I(E (ITERATURE RE"IE2 O&JECTI"ES O' T)E STU = RESEARC) MET)O O(OG= SUR"E= TERMINO(OG= MAR1ET PROMOTION ANA(=SIS 'IN INGS ? ANA(=SIS (IMITATIONS CONC(USION &I&(IOGRAP)= ANNEAURE

:7.:9 :8.:< 5:.;5 ;6.;> ;7 ;9.7< 9: 95.9; 9>.<5 <6.<@ <;.<> <7 <9.5::

PRE'ACE

*h l arning -roc "" o# cla""room i" incom-l t 3ithout any -ractical #i l$ 8- ri nc . !t i" / cau" o# th r a"on that our !n"titut li4 any oth r' ha" -ro%i"ion #or -ractical training' "o -ractical training i" %ital. Accor$ingly 3 ha$ our training 3ith <oca <ola !n$ia 6t$. *hi" 8 3 4" training ga% u" an in"ight into th 3or4ing o# an organi9ation an$ l arn ho3 "om o# th im-ortant conc -t" that 3 ha% / n "tu$ying a" a "tu$ nt o# manag m nt ar a--lica/l in th #i l$. *h -ro, ct i" a "inc r att m-t to #ocu" on th "u/, ct in a luci$ mann r. ! "inc r ly att m-t $ to ##ort to carry out "tu$y in $ - on "u/, ct. 2uring thi" - rio$ 3 ha$ th o--ortunity to o/" r% th com-any=" - r#ormanc ' -lac in th in$u"try' it" -ro$uct"' -ricing' a$% rti" m nt' -romotion" an$ it" goo$ 3ill through our mar4 t "ur% y. !t i" ho- $ that thi" "tu$y 3ill -ro%i$ %alua/l in#ormation in %ariou" i""u " r lat $ to <oca <ola ori nt $ in$u"tri ".

A3it 1u3ar Sin$h Roll no/:0 1268670024

>

C)APTER.5
INTRO UCTION

10

IN USTRIA( PRO'I(E

+r " nt "o#t $rin4 /oon in !n$ia 3a" attri/ut $ to th l gacy o# <oca <ola' 3hich 3a" th r in !N2!A till 1>77. !n to$ay" mar4 t th <oca0<ola (<o4 ' *hum-" 5-' ?anta' 6imca' S-rit ' @anilla <o4 ' tc.) hol$ a 62A mar4 t "har that a-- ar" to / ar conc ntrat $ ru"h to / g a /ig "har in th "o#t $rin4 mar4 t.

@ariou" national B multinational #irm" ar

ngag $ in "o#t $rin4 mar4 t $u to

incr a" in it" $ man$ $ay /y $ay. A" #ar a" !N2!A "o#t $rin4 mar4 t i" conc rn $ th r ar ma,or com-any=" ngag $ ha%ing a /ig com-l tion to ca-tur th "o#t $rin4 mar4 t ar nam ly <oca0<ola B + -"i. Chil <am-a <ola B many local cola=" "till notic in th !n$ian &ar4 t. + -"i <ola attac4 $ <oca0<ola / #or Corl$ Car !!. <oca <ola $ominat $ th Am rican "o#t $rin4 in$u"try' + -"i cola 3a" a $rin4 l "" to manu#actur " B 3ith a l "" "ati"#actory ta"t th n <o4 . Ch r a" <oca0<ola ma,or " lling -oint 3a" mor $rin4 #or th "am -ric an$ + -"i m-ha"i9 $ on a$% rti"ing.

11

2uring Corl$ Car !! + -"i B <o4 /oth n,oy $ incr a" $ "al . A#t r th 3ar + -"i "al 3a" "tart $ to #all r lati% ly to <o4 ' r "ulting th <oca0<ola ha$ "tarting to clic4 th &ar4 t "har . A num/ r o# #actory contri/ut $ to + -"i -ro/l m 3 r -oor imag ' -oor ta"4#orc ' -oor 7uality control tc. At that -oint Al#r $.N.St l r cam to th -r "i$ ncy o# + -"i cola 3ith a gr at r -utation #or m rchan$i"ing. D an$ hi" "ta## r cogni9 $ that th main ho- lay tran"#orming + -"i #rom a ch a- imitator o# <o4 into a cla"" on "o#t $rin4 manu#actur r. By 1>:: all + -"i=" ma,or 3 a4n "" ha$ / n o% rcom ' r "ulting "al " ha$ clim/ $ "u/"tantially. *h " action" #rom 1>:: to 1>60 l $ to a con"i$ ra/l "al " gro3th #or + -"i. !n !n$ia anoth r com-any ngag $ in "o#t $rin4 mar4 t i" <oca0<ola. !t i" on o# th mo"t 3i$ ly 4no3n' acc -t $ an$ a$mir $ tra$ mar4" o# th 3orl$. <oca0<ola 3a" th ir in !n$ia till 1>77' 3h n th !n$ian (o% rnm nt /ann $ it $u to "trong r " ntm nt again"t multinational com-any=" <oca0<ola 3a" r 0 launch $ again in !n$ia in S -t m/ r 1>>) at .DA*DRASE n ar Agra. *h

12

!n$ia - o-l 3 lcom $ th com /ac4 o# th ir mo"t lo% $ <ola in th country 3ith gr at nthu"ia"m an$ %igor. <oca0<ola mar4 $ it" r 0launching 3ith ac7uiring #i% +arl y $rin4" %i9. *hum-" 5-' (ol$ S-ot' 6imca' <itra' &aa9a' So$a. So#t $rin4 in$u"try i" on o# th #a"t "t gro3ing in$u"tri " in !n$ia. *h /a"ic i$ a / hin$ th ra-i$ gro3th o# thi" in$u"try i" $u to #ollo3ing r a"on": 1. *h gr at cor-orat 3ar / t3 n <o4 B + -"i' 3ho l #t no "ton unturn $' #or mono-oli9ing th !n$ia So#t 2rin4 mar4 t. 2. *h /a"ic i$ ology o# th " t3o giant" i" to -romot "o#t $rin4" a" a #oo$ it m in !n$ia hol$. ). *h long hot "umm r" in !n$ia ha% incr a" $ th con"um-tion o# "o#t $rin4".

1)

C)APTER.6
INTRO UCTION O' ORGANIBATION

14

COMPAN= PRO'I(E

K -ing in %i 3 o# ta--ing th !n$ian "o#t $rin4 mar4 t an$ al"o $ % lo-ing "o#t $rin4" a" a $rin4ing -ro$uct among !n$ian". *h <oca0<ola in !n$ia ha" " tu- an in$ - n$ nt organi9ation" 3hich i" D.<.< B B.<.< 3ith a ca-ital o# ):0 5.S.F ach /y %irtu o# " llout $ ci"ion o# th -a"" $ managing $ir ctor Sh. S. <. Aggar3al.

Din$u"tan <oca0<ola /ottling (N0C) +%t. 6t$. Na,i/a/a$ too4 th com-l t -o"" ""ion o# thi" -lant' lan$' machin ry' B int ll ctual" on ? /ruary 14= 1>>8 an$ "inc th n D.<.<' loo4ing a#t r all it" a##air" un$ r com-any o3n $ /ottling -lant to "ta/li"h int grat $ mar4 ting "y"t m in th ar a.

!n 1>>> th

com-any o- n $ u- th

n 3 /ottling -lant at 2ASNA in

(ha9ia/a$ 2i"tt. *hi" -lant ha" mor "o-hi"ticat $ 7ui-m nt"' th n th -lant at Na,i/a/a$.

1:

CORE &RAN S IN IN IA

16

CORE &RAN S 4

Coca.Cola: 2 % lo- $ in a /ra"" -ot in 1886' coca0cola i" th

mo"t

r cogni9 $ an$ a$mir $ tra$ mar4 aroun$ th glo/ . Not to m ntion th / "t " lling "o#t $rin4 in th 3orl$. S*rite: !n 1>61' a citru"0#la%or $ $rin4 ma$ it" 5.S $ /ut' u"ing .S-rit

Boy .a" in"-iration #or it" nam . *hi" l# 3ith "il% r hair an$ a /ig "mil 3a" u" $ in 1>40" a$% rti"ing #or <oca0<ola. S-rit i" no3 th #a"t "t gro3ing ma,or "o#t $rin4 in 5.S an$ th 3orl$=" mo"t -o-ular l mon0lim "o#t $rin4. 'anta : *h nam .#anta . 3a" #ir"t r gi"t r $ a" a tra$ mar4 in ( rmany in 1>41 '3h n it 3a" u" $ #or a # 3 y ar #or a "o#t $rin4 cr at $ #rom a%aila/l mat rial" an$ #la%or" . *h nam 3a" th n r %i% $ in 1>:: in Na-l "' !taly' 3h n it 3a" u" $ #or th :E #anta .orang $rin4 3 4no3 to$ay. !t i" no3 th tra$ mar4 nam #or a lin o# #la%or $ $rin4" aroun$ th 3orl$. iet co-e: *h 8t n"ion o# th coca0cola nam / gan in 1>82 3ith th

intro$uction o# $i t co4 (al"o call $ coca0cola light in "om countri "). 2i t co4 7uic4ly / com th num/ r 1 on " lling lo3 1calori "o#t $rin4 in th 3orl$.

17

&RAN IN IN IAN ORIGIN GO( SPOT4 thi" orang car$onat "o#t $rin4 3a" intro$uc B in th arly

1>:0c' an$ ac7uir $ /y th coca0cola com-any in 1>>)' it" tangy ta"t ha" / n -o-ular 3ith !n$ian t nag r"

(IMCA4 !t i" thir"t07u nching / % rag # atur " a #r "h an$ light l mon0lim ta"t an$ lighth art $ attitu$ . *h limca /ran$ 3a" intro$uc $ in 1>71 an$ ac7uir $ /y th coca0cola com-any in 1>>). MAABA4 &aa9a' launch $ in 1>84 an$ ac7uir $ /y th coca0cola com-any in 1>>)' i" a non car/onat $ mango "o#t $rin4 3ith a rich' ,uict B natural mango ta"t .

T)UMPS UP4 in 1>>)' th coca0cola com-any ac7uir $ thi" /ran$' 3hich 3a" originally intro$uc $ in 1>77. !t" "trong an$ #i99y ta"t ma4 " it uni7u car/onat $ !n$ian cola.

18

&RAN S IN IN IA

1>

A "ERTISEMENT ? PUNC) (INE O' COCA.CO(A A "ERTISEMENT AN PUNC) (INE O' COCA.CO(A 1>)6 1>42 1>4) 1>:> 1>62 1>6> 1>70 1>76 1>82 . . 0 0 . . 0 0 . It+s The Refreshin$ Thin$ To o . It+s The Real Thin$ / Glo!al )i$h Si$n/ &e Really Refreshed/ Thin$ Go &etter 2ith Co-e/ It+s the Real Thin$/ IC (i-e To &uy The 2orld A Co-e /

Co-e Add (ife / Co-e Is It /

20

1>86 1>8> 1>>) 1>>8

. . . 0

Catch The 2ave/ =ou Can+t &eat the 'eelin$/ AlDays Coca.Cola Eat MusicE Slee* MusicE And rinOnly Coca.Cola.

1>>> 2000 2002 200) 2008

. 0 0 0 0

Jo Chaho )o Jaye Coca.Cola EnFoy/ I 2ant )riti- And I 2ant Co-e/ Thanda Matla! Coca.Cola Jiyo Thanda Piyo Thanda / AaaF Tu Jashan Manna (e

21

A&OUT COCA.CO(A 1. *h 3orl$=" larg "t "-h rical coca0cola "ign i" in Nagoya' Ga-an a toth $ial 1 Nagoya /uil$ing in #ront o# th Nagoya rail3ay "tation. *h "ing i" a $ou/l "-h r con"truct $ #rom mor th n 46 ton o# "t l' mor >40m t r o# n on tu/ing' an$ mor th n' 87> light /ul/". *h out r "ha- # atur " th coca0cola logo an$ contour /ottl ' 3hil th inn r "-h r -ortray" a comic "c n 3ith t3in4ling -lan t" an$ "tar". 2. Hn o# th 3orl$=" larg "t "ign" #or coca0cola i" locat $ on a hill call $ .I6DA<DAE in Am rica' <hil . !t i" 400 # t 3i$ an$ 1)1 # t high an$ i" ma$ #rom 70'000' 26 ounc /ottl ". ). *h #ir"t out $oor -aint "ign a$% rti"ing coca0cola "till 8i"t". !t 3a" -aint $ in 18>4 in <art r"%ill ' ( orgia. 4. <oca0cola i" on o# th 3orl$=" mo"t r cogni9a/l tra$ mar4"

r cogni9 $ in countri " that account #or >8 - rc nt o# th 3orl$=" -o-ulation. :. !# all th coca0cola % r -ro$uc $ 3 r in 80 ounc /ottl ". An$ th " /ottl " 3 r $i"tri/ut $ to ach - r"on in th 3orl$. *h r 3oul$ / 678 /ottl " or o% r 42 gallon" #or ach - r"on.

22

6.

!# all th coca0cola % r -ro$uc $ 3 r in 8 1 ounc /ottl "' -lac $ "i$ /y "i$ an$ n$ to n$ to #rom a lan high3ay' it 3oul$ 3raaroun$ th arth 82 tim ".

7.

!# all th coca0cola % r -ro$uc $ 3 r #lo3ing o% r Niagara #all at it" normal rat o# 10: million gallon" - r " con$ in"t a$ o# 3at r' th #all" 3oul$ #lo3 #or a/out a $ay an$ a hal# )8 hour" an$ 46 minut ".

8.

th larg "t r -r " ntation o# th 3orl$=" / "t 4no3n -ac4ag 100 #oot tall gla"" contour /ottl i" locat $ at 3orl$ o# coca0cola' 6AS @I(AS

2)

)ISTOR= O' COCA.CO(A Gon Styth + m/ rton #ir"t intro$uc $ th r #r "hing ta"t o# <oca0<ola in Atlanta' ( orgia it 3a" &ay 1861 3h n th -harmaci"t concoct $ a caram l color $ "yru- in thr 1l gg $ /ra"" 4 ttl in hi" /ac4yar$. D #ir"t $i"tri/ut $ th n 3 -ro$uct /y carrying <oca0<ola in a ,ug co3n n,oy" in a gla"" o# <oca0<ola at th "o$a #ountain. Ch th r /y $ "ign or acci$ nt' car/onat $ 3at r 3a" t am $ 3ith th n 3 "yru-' -ro$ucing a $rin4 that 3a" -roclaim $ .2 liciou" an$ R #r "hingE. 2r. + m/ rton=" +artn r an$ /oo44 - r' &r. ?ran4 Ro/in"on' "ugg "t $ th nam an$ - nn $ a" .<oca0<olaE in th uni7u #lo3ing "cri-t that i" "till #amou" 3orl$3i$ to$ay. 2r. + m/ rton=" "ol$ 2: gallon" o# "yru-' "hi-- $ in /right R $ 3oo$ n 4 g". R $ ha" / n a $i"tincti% color a""ociat $ 3ith th No.1 "o#t $rin4 /ran$ % r "inc . ?or hi" ##ort"' 2r. + m/ rton gro"" $ F :0 an$ "- nt F 7).>6 on a$% rti"ing' /y 18>1' Atlanta ch mi"t a" a (.<anl r ha$ ac7uir $ com-l t o3n r"hi- o# th <oca0<ola /u"in "".

24

D -urcha" " it #rom th 2r.+ m/ rton #amily #or F 2)00. Cith in 4 y ar hi" m rchan$i"ing #lair h l- $ to 8-an$ th con"um-tion o# <oca0<ola to o% r F2: million. Ro/ rt C. 3oo$ru## / com th -r "i$ nt o# th <oca0<ola com-any in 1>2) an$ hi" mor than "i8 $ ca$ " o# l a$ r"hi- too4 th /u"in "" o# comm rcial "ucc "" ma4ing <oca0<ola an in"titution th 3orl$ o% r. <oca0<ola / gin" a" a n % r tonic' /ut can$y m rchant Go" -h A. Bi $ nharn o# &i""i""i--i 3a" loo4ing #or a3ry to " r% r #r "hing / % rag ". D r "-on$ $ to thi" $ man$ / gan o## ring /ottl <oca0<ola u"ing "yru- "hi-- $ #rom Atlanta' $uring a hot "umm r in 18>4.

2:

)ISTOR= IN IN IA <oca0<ola' th -ro$uct that ha" gi% n th 3orl$ it" / "t04no3n ta"t 3a" /orn in Atlanta' ( orgia' on &ay 8' 1886. <oca0<ola <om-any i" th 3orl$=" l a$ing manu#actur r' mar4 t r an$ $i"tri/utor o# non0alcoholic / % rag conc ntrat " an$ "yru-"' u" $ to -ro$uc n arly 400 / % rag /ran$". !t " ll" / % rag conc ntrat " an$ "yru-" to /ottling an$ canning o- rator"' <om-any="

$i"tri/utor"' #ountain r tail r" an$ #ountain 3hol "al r". *h

/ % rag -ro$uct" com-ri" " o# /ottl $ an$ cann $ "o#t $rin4" a" 3 ll a" conc ntrat "' "yru-" an$ not0r a$y0to0$rin4 -o3$ r -ro$uct". !n a$$ition to thi"' it al"o -ro$uc " an$ mar4 t" "-ort" $rin4"' t a an$ co## . *h <oca0<ola <om-any / gan /uil$ing it" glo/al n t3or4 in th 1>20". No3 o- rating in mor than 200 countri " an$ -ro$ucing n arly 400 /ran$"' th <oca0<ola "y"t m ha" "ucc ""#ully a--li $ a "im-l #ormula on a glo/al "cal : .+ro%i$ a mom nt o# r #r "hm nt #or a "mall amount o# mon y0 a /illion tim " a $ay.E

*h <oca0<ola <om-any an$ it" n t3or4 o# /ottl r" com-ri" th mo"t "o-hi"ticat $ an$ - r%a"i% -ro$uction an$ $i"tri/ution "y"t m in th 3orl$. &or than anything' that "y"t m i" $ $icat $ to - o-l 3or4ing long an$ har$

26

to " ll th -ro$uct" manu#actur $ /y th <om-any. *hi" uni7u 3orl$3i$ "y"t m ha" ma$ *h <oca0<ola <om-any th 3orl$=" -r mi r "o#t0$rin4 nt r-ri" . ?rom Bo"ton to B i,ing' #rom &ontr al to &o"co3' <oca0<ola' mor than any oth r con"um r -ro$uct' ha" /rought -l a"ur to thir"ty

con"um r" aroun$ th glo/ . ?or mor than 11: y ar"' <oca0<ola ha" cr at $ a "- cial mom nt o# -l a"ur #or hun$r $" o# million" o# - o-l % ry $ay.

*h <om-any aim" at incr a"ing "har o3n r %alu o% r tim . !t accom-li"h " thi" /y 3or4ing 3ith it" /u"in "" -artn r" to $ li% r "ati"#action an$ %alu to con"um r" through a 3orl$3i$ "y"t m o# "u- rior /ran$" an$ " r%ic "' thu" incr a"ing /ran$ 7uity on a glo/al /a"i". *h y aim at managing th ir /u"in "" 3 ll 3ith - o-l 3ho ar "trongly committ $ to th <om-any %alu " an$ cultur an$ -ro%i$ing an a--ro-riat ly controll $ n%ironm nt' to m t

/u"in "" goal" an$ o/, cti% ". *h a""ociat " o# thi" <om-any ,ointly ta4 r "-on"i/ility to n"ur com-lianc 3ith th #ram 3or4 o# -olici " an$ -rot ct th <om-any=" a"" t" an$ r "ourc " 3hil"t limiting /u"in "" ri"4".

27

A &RIE' INSIG)T. T)E 'MCG IN USTR= IN IN IA ?a"t &o%ing <on"um r (oo$" (?&<()' al"o 4no3n a" <on"um r +ac4ag $ (oo$" (<+() ar -ro$uct" that ha% a 7uic4 turno% r an$ r lati% ly lo3 co"t. <on"um r" g n rally -ut l "" thought into th -urcha" o# ?&<( than th y $o #or oth r -ro$uct". *h !n$ian ?&<( in$u"try 3itn "" $ "igni#icant chang " through th 1>>0". &any -lay r" ha$ / n #acing " % r -ro/l m" on account o# incr a" $

com- tition #rom "mall an$ r gional -lay r" an$ #rom "lo3 gro3th acro"" it" %ariou" -ro$uct cat gori ". A" a r "ult' mo"t o# th com-ani " 3 r #orc $ to r %am- th ir -ro$uct' mar4 ting' $i"tri/ution an$ cu"tom r " r%ic "trat gi " to "tr ngth n th ir -o"ition in th mar4 t. 5nli4 oth r conomy " ctor"' ?&<( "har #loat in a "t a$y mann r th y g n rally "ati"#y rath r

irr "- cti%

o# glo/al mar4 t $i-' / cau"

#un$am ntal' a" o--o" $ to lu8uriou" n $". *h ?&<( " ctor' 3hich i" gro3ing at th rat o# >A i" th #ourth larg "t " ctor in th !n$ian Iconomy an$ i" 3orth R".>)000 cror ". *h main contri/utor' ma4ing u- )2A o# th " ctor' i" th South !n$ian r gion. !t i" -r $ict $ that in th y ar 2010' th

28

?&<( " ctor 3ill / 3orth R".14)000 cror ". *h " ctor / ing on o# th /igg "t " ctor" o# th !n$ian Iconomy -ro%i$ " u- to 4 million ,o/". The 'MCG sector consists of the folloDin$ cate$ories4 Personal Care0 Hral car ' Dair car ' Ca"h (Soa-")' <o"m tic" an$ *oil tri "' 2 o$orant" an$ + r#um "' +a- r -ro$uct" (*i""u "' 2ia- r"' Sanitary -ro$uct") an$ Sho car J th ma,or -lay r" / ingJ Din$u"tan 6 % r 6imit $' (o$r , Soa-"' <olgat ' &arico' 2a/ur an$ +roct r B (am/l .

)ousehold Care0 ?a/ric 3a"h (6aun$ry "oa-" an$ "ynth tic $ t rg nt")' Dou" hol$ cl an r" (2i"hK5t n"ilK?loorK*oil t cl an r")' Air #r "h n r"' !n" ctici$ " an$ &o"7uito r - llant"' & tal -oli"h an$ ?urnitur -oli"hJ th ma,or -lay r" / ingJ Din$u"tan 6 % r 6imit $' Nirma an$ Ric4 t <olman.

&randed and Pac-a$ed foods and !evera$es0 D alth / % rag "' So#t $rin4"' Sta-l "K< r al"' Ba4 ry -ro$uct" (Bi"cuit"' Br a$"' <a4 ")' Snac4 #oo$"' <hocolat "' !c 0cr am"' * a' <o## ' +roc "" $ #ruit"'

2>

+roc "" $ % g ta/l "' +roc "" $ m at' Bran$ $ #lour' Bottl $ 3at r' Bran$ $ ric ' Bran$ $ "ugar' Guic "J th ma,or -lay r" / ingJ Din$u"tan 6 % r 6imit $' N "tl ' <oca0<ola' <a$/ury' + -"i an$ 2a/ur

S*irits and To!accoJ th ma,or -lay r" / ingJ !*<' (o$#r y' +hili-" an$ 5B &E"ERAGE IN USTR= IN IN IA4 A &RIE' INSIG)T !n !n$ia' / % rag " #orm an im-ortant -art o# th li% " o# - o-l . !t i" an in$u"try' in 3hich th -lay r" con"tantly inno%at ' in or$ r to com u- 3ith / tt r -ro$uct" to gain mor con"um r" an$ "ati"#y th 8i"ting con"um r".

)0

BI@IRA(IS

Alcoholic

Non0Alcoholic

<ar/onat $

Non0<ar/onat $

<ola

Non0<ola

Non0<ola

BEVERAGE INDUSTRY IN INDIA *h / % rag in$u"try i" %a"t an$ th r %ariou" 3ay" o# " gm nting it' "o a" to cat r th right -ro$uct to th right - r"on. *h $i## r nt 3ay" o# " gm nting it ar a" #ollo3": Alcoholic' non0alcoholic an$ "-ort" / % rag " Natural an$ Synth tic / % rag " !n0hom con"um-tion an$ out o# hom on -r mi" " con"um-tion. Ag 3i" " gm ntation i. . / % rag " #or 4i$"' #or a$ult" an$ #or " nior citi9 n"

)1

 S gm ntation /a" $ on th amount o# con"um-tion i. . high l % l" o# con"um-tion an$ lo3 l % l" o# con"um-tion. !# th / ha%ioral -att rn" o# con"um r" in !n$ia ar clo" ly notic $' it coul$ / o/" r% $ that con"um r" - rc i% / % rag " in t3o $i## r nt 3ay" i. .

/ % rag " ar a lu8ury an$ that / % rag " ha% to / con"um $ occa"ionally. *h " t3o - rc -tion" ar th /igg "t chall ng " #ac $ /y th / % rag in$u"try. !n or$ r to l % rag th / % rag in$u"try' it i" im-ortant to a$$r "" thi" i""u "o a" to ncourag r gular con"um-tion a" 3 ll a" an$ to ma4 th in$u"try mor a##or$a/l .

*hr

"trong "trat gic l m nt" to incr a" con"um-tion o# th -ro$uct" o# th

/ % rag in$u"try in !n$ia ar :

*h 7uality an$ th con"i"t ncy o# / % rag " n $" to /

nhanc $ "o

that con"um r" ar "ati"#i $ an$ th y n,oy con"uming / % rag ".

*h cr $i/ility an$ tru"t n $" to / /uilt "o that th r i" a % ry "trong an$ "a# / % rag ". # ling that th con"um r" ha% 3hil con"uming th

)2

 <on"um r

$ucation i" a mu"t to /ring out / n #it" o# / % rag

con"um-tion 3h th r in t rm" o# h alth' ta"t ' r la8ation' "timulation' r #r "hm nt' 3 ll0/ ing or -r "tig r l %ant to th cat gory.

))

)IN USTAN COCA.CO(A &E"ERAGES PRI"ATE (IMITE #)CC&P(% <oca0<ola 3a" #ir"t intro$uc $ /y Gohn Syth + m/ rton' a -harmaci"t' in th y ar 1886 in Atlanta' ( orgia 3h n h concoct $ caram l0color $ "yru- in a thr 0l gg $ /ra"" 4 ttl in hi" /ac4yar$. D #ir"t .$i"tri/ut $E th -ro$uct /y carrying it in a ,ug $o3n th "tr t to Gaco/=" +harmacy an$ cu"tom r" /ought th $rin4 #or #i% c nt" at th "o$a #ountain. <ar/onat $ 3at r 3a" t am $ 3ith th n 3 "yru-' 3h th r /y acci$ nt or oth r3i" ' -ro$ucing a $rin4 that 3a" -roclaim $ .$ liciou" an$ r #r "hingE' a th m that continu " to cho to$ay 3h r % r <oca0<ola i" n,oy $.

2r. + m/ rton=" -artn r an$ /oo404 - r' ?ran4 &. Ro/in"on' "ugg "t $ th nam an$ - nn $ .<oca0<olaE in th uni7u #lo3ing "cri-t that i" #amou" 3orl$3i$ % n to$ay. D "ugg "t $ that .th t3o <" 3oul$ loo4 3 ll in

a$% rti"ing.E *h #ir"t n 3"-a- r a$ #or <oca0<ola "oon a-- ar $ in 3"e Atlanta 4o.rnal' in%iting thir"ty citi9 n" to try .th n 3 an$ -o-ular "o$a #ountain $rin4.E Dan$0-aint $ oil cloth "ign" r a$ing .<oca0<olaE a-- ar $ on "tor a3ning"' 3ith th "ugg "tion" .2rin4E a$$ $ to in#orm -a"" r"/y that th n 3 / % rag 3a" #or "o$a #ountain r #r "hm nt.

)4

<oca0<ola i" ma$ u- o# 7000 local m-loy "' :00 manag r"' o% r 60 manu#acturing location"' 27 <om-any H3n $ Bottling H- ration" (<HBH)' 17 ?ranchi" H3n $ Bottling H- ration" (?HBH) an$ a n t3or4 o# 2>

<ontract +ac4 r" that #acilitat th manu#actur -roc "" o# a rang o# -ro$uct" #or th com-any. !t al"o ha" a "u--orting $i"tri/ution n t3or4 con"i"ting o# 700'000 r tail outl t" an$ 8000 $i"tri/utor". Almo"t all goo$" an$ " r%ic " r 7uir $ to cat r to th !n$ian mar4 t ar ma$ locally' 3ith h l- o#

t chnology an$ "4ill" 3ithin th <om-any. *h com-l 8ity o# th !n$ian mar4 t i" r #l ct $ in th $i"tri/ution #l t 3hich inclu$ " $i## r nt mo$ " o# $i"tri/ution' #rom 100tonn truc4" to o- n0/ay thr 3h l r" that can

na%igat through narro3 all y3ay" o# !n$ian citi " an$ tra$ mar4 $ tricycl " an$ -u"hcart".

.*hin4 local' act localE' i" th mantra that <oca0<ola #ollo3"' 3ith -unch lin " li4 .6i# ho to ai"iE #or 5r/an !n$ia an$ .*han$a &atla/ <oca0<olaE #or Rural !n$ia. *hi" r "ult $ in a )7A gro3th rat in rural !n$ia %i"a0%i 24A gro3th " n in ur/an !n$ia. B t3 n 2001 an$ 200)' th - r ca-ita

con"um-tion o# col$ $rin4" $ou/l $ $u to th launch o# th n 3 -ac4aging o# 200 ml r turna/l gla"" /ottl " 3hich 3 r ma$ a%aila/l at a -ric o# R".:

):

- r /ottl . *hi" n 3 mar4 t account $ #or o% r 80A o# !n$ia=" n 3 <oca0<ola $rin4 r". At <oca0<ola' th y ha% a long "tan$ing / li # that % ryon 3ho touch " th ir /u"in "" "houl$ / n #it' th r /y in$ucing th m to u-hol$ th " %alu "' na/ling th <om-any to achi % "ucc ""' r cognition an$ loyalty 3orl$3i$ .

MANI'ESTO 'OR GRO2T) "A(UES *h %alu " that th m-loy " in th <om-any ar 8- ct $ to 4 - u- to an$

3or4 /y r gularly ar a" #ollo3": (EA ERS)IP4 *o ta4 an initiati% an$ l a$' moti%at an$ $ri% th t am 3ith n rgy an$ 9 al' to $ li% r out"tan$ing r "ult". INNO"ATION4 *o continuou"ly "tri% #or -rogr "" an$ r ach th n 8t l % l o# 8c ll nc in % rything 3 $o. PASSION4 *o / $ -ly committ $ an$ $i"-lay $ri% an$ n rgy in th 7u "t to $ li% r out"tan$ing - r#ormanc .

)6

 TEAM2OR14 *o unit #or gr at r "tr ngth an$ 3or4 coll cti% ly a" a grou- to3ar$" th achi % m nt o# common goal". O2NERS)IP4 *o thin4 an$ act li4 o3n r" at all l % l"J to ha% $ ci"ion" ta4 n at th lo3 "t a--ro-riat l % l. ACCOUNTA&I(IT=4 *o / in$i%i$ually an$ tran"-ar ntly

accounta/l to our coll agu " #or $ li% ring agr $ targ t" an$ goal". "ISION 'OR SUSTAINA&(E GRO2T) *o -ro%i$ 8c -tional "trat gic l a$ r"hi- in th <oca0<ola !n$ia Sy"t m0

r "ulting in con"um r an$ cu"tom r -r # r nc an$ loyalty' through <oca0 <ola=" commitm nt to th m' an$ in a highly -ro#ita/l <oca0<ola <or-orat /ran$ $ / % rag " "y"t m. MISSION *o cr at con"um r -ro$uct"' " r%ic " an$ communication"' cu"tom r " r%ic an$ /ottling "y"t m "trat gi "' -roc "" " an$ tool" in or$ r to cr at com- titi% a$%antag an$ $ li% r "u- rior %alu toJ <on"um r" a" a "u- rior / % rag 8- ri nc

<on"um r" a" an o--ortunity to gro3 -ro#it" through th u" o# #ini"h $ $rin4"

)7

 Bottl r" a" an o--ortunity to gro3 -ro#it" in %olum " Bottl r" a" a tra$ mar4 a$$ $ Su--li r" a" an o--ortunity to ma4 r a"ona/l -ro#it" 3h n cr ating r al %alu 0a$$ $ in an n%ironm nt o# "y"t m03i$ t am 3or4' #l 8i/l /u"in "" "y"t m an$ continuou" im-ro% m nt GUA(IT= PO(IC= .*o n"ur cu"tom r $ light' 3 commit to 7uality in our thought"' $ $" an$ action" /y continually im-ro%ing our -roc "" "LI% ry tim .E nhanc m nt an$ -o"iti% conomic %alu

)8

ORGANIBATION STRUCTURE O' T)E SA(ES EPARTMENT IN )CC&P(

)>

ORGANIBATION STRUCTURE O' T)E SA(ES EPARTMENT MANU'ACTURING UNIT O' )CC&P( *h manu#acturing unit o# D<<B+6' "ituat $ at Bi$a$i' i" th thir$ larg "t -lant an$ on o# th /ottling o- ration" o3n $ /y th com-any. *h +lant ha" on +I* lin 3hich ha" th ca-acity o# yi l$ing 20> /ottl "' - r minut ' t3o R(B (R turna/l gla"" /ottl ") lin " 3hich yi l$" 600 /ottl " - r minut ach an$ on Guic lin 3hich yi l$ 1:: /ottl " - r minut . !t cat r" to th 3hol o# South Karnata4a through a n t3or4 o# mor than 80 $i"tri/utor". *h r ar thr $ -ot" in Bangalor J North 2 -ot' Ia"t 2 -ot an$ & ga 2 -ot.
Manufacturin$ PlantE &idadi

Sales and istri!ution O*erations

istri!utors

Outlets

Outlets

40

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION PROMISE &= COCA.CO(A

T)E COCA.CO(A PROMISE *h coca0cola com-any 8i"t" to / n #it" an$ r #r "h % ry on it touch ". *h /a"ic -ro-o"ition o# our /u"in "" i" "im-l ' "oli$ an$ tim l "" 3h n 3 /ring r #r "hm nt ' %alu ' ,oy an$ #un to our "ta4 hol$ r" th n 3

"ucc ""#ully nurtur an$ -rot ct our /ran$ ' -articularly coca0cola . that i" th 4 y to #ul#illing our ultimat o/ligation to -ro%i$ con"i"t ntly attracti% to th o3n r "o #our /u"in "". &or th n a /illion tim " % ry $ay ' thir"ty - o-l aroun$ th 3orl$ r ach #or coca0cola -ro$uct" #or r #r "hm nt. *h y $ " r% th high "t Muality 1 % ry tim . our -romi" to $ li% r that 7uality i" th mo"t im-ortant -romi" 3 ma4 . an$ it in%ol% " a 3orl$03i$ ' y t $i"tincti% ly local ' n t3or4 o# /ottling -artn r ' "u--li r ' $i"tri/utor an$ r tail r" 3ho" "ucc "" i" -aramount to our o3n. Hur in% "tm nt in local communiti " in o% r 200 countri " total" /illion" o# $ollar" in ,o/"' #aciliti " ' mar4 ting' th -urcha" o# local goo$ an$ " r%ic "' an$ local /u"in "" -artn r"hi-. Al3ay" an$ % ry

41

3h r ' 3 -ur"u

continuou" inno%ation in th -ro$uct" 3 o## r th

-roc "" " 3 u" to ma4 th m' th -ac4ag 3 $ % lo- an$ th 3ay 3 /ring th m to mar4 t .

=OUR )EA(T) ? OUR &E"ERAGES

=OUR )EA(T) AN OUR &E"ERAGES *h r i" gro3ing con#u"ion a/out 3hat con"titut " a h alth $i t. Cith "o mu"h con#licting in#ormation a%aila/l a/out h alth an$ nutrition' it can / % ry $i##icult to $ t rmin 3hat i" accurat an$ 3hat i" not.

42

*h truth i" that "o#t $rin4 an$ / % rag " ha% a -lac in a h althy li# "tyl . A h althy $i t incor-orat " th /a"ic -rinci-l " o# %ari ty' /alanc an$

mo$ ration 3ithout "acri#icing n,oym nt.

)EA(T) AN OUR &E"ERAGES ... T)E 'ACTS So#t $rin4" $o not contri/ut to $ia/ t ". *h ca## in an$ -ho"-horic aci$ in "o#t $rin4" $o " not a## ct /on h alth *h "ugar in "o#t $rin4" $o " not cau" chil$r n to / hy- racti% . *h con"um-tion o# "o#t $rin4" ha" not a## ct $ calcium con"um-tion. Sugar con"um-tion ha" not / n "ho3n to cau" o/ "ity. *h amount o# "ugar an$ calori " in "o#t $rin4" i" a/out th "am a" many #ruit ,uic "

COCA.CO(A IN IA.OUR "ISION +ro%i$ 8c -tional "trat gic l a$ r"hi- on th <oca0<ola !n$ia "y"t m'

r "ulting in cu"tom r -r # r nc

an$ loyalty' through <oca0<ola="

4)

commitm nt to th m an$ in a highly -ro#ita/l <oca0<ola cor-orat /ran$ $ / % rag " "y"t m. T)E COCA.CO(A.MISSION ,T)E &EST G(O&A( COMPAN=0 *h mi""ion o# <oca0<ola <o. i" to incr a" "har o3n r %alu o% r tim . *h <o. accom-li"h " th mi""ion /y 3or4ing 3ith it" /u"in "" -artn r" to $ li% r "ati"#action an$ %alu " to it" cu"tom r"' through 3orl$ 3i$ "y"t m o#

"u- rior /ran$" an$ " r%ic "' thu" incr a"ing /ran$ 7uity on a glo/al /a"i"' cr at con"um r -ro$uct"' " r%ic " an$ communication"' cu"tom r " r%ic an$ /ottling "trat gi "' -roc "" an$ tool" in or$ r to cr at com- titi% a$%antag an$ $ li% r "u- rior %alu .

44

S*RA*I(!IS A2H+*I2 BN <H<A0<H6A

COCA CO(A+S G(O&A(IBATION STRATEGIES

*h <oca <ola <om-any i" glo/al -lay r an$ a--ro8imat ly 70 - rc nt o# it" %olum an$ 80 - rc nt o# it" -ro#it com #rom out"i$ th 5nit $ Stat H# Am rica. Although it 3a" - rc i% $ a" a "tan$ar$i9 $ /ran$ acro"" th 3orl$' <oca <ola ha$ / n 7ui tly #in turning it" int rnational mar4 ting "trat gi " to "uit th n $" o# in$i%i$ual national mar4 t". Hnly th /ran$" <oca0<ola' S-rit an$ ?anta 3 r mar4 t $ glo/ally. !n 6atin Am rican an$ Iuro- ' 3h r a h a%y con"um r -r # rr $ 8i"t $ #or l mon lim an$ orang "o$a". <o4 ha$ $ % lo- $ a 3i$ rang o# #ormulation" an$ #la%or" to cat r th n $" o# $i## r nt countri ". !n !n$on "ia <o4 ha$ / n " lling -in a--l an$ /anana #la%or $ "o$a" 3hich ha$ / n car #ully $ % lo- $ to "uit local

4:

-r # r nc ". !n Ga-an' <oca0<ola ha$ a$$ $ a co##

$rin4 call $ ( orgia an$

n rgy h althy $rin4 nam $ A7uariu" to it" -ro$uct lin . !n !n$ia' th <oca0 <ola <om-any ac7uir $ th /ran$" 6imca' &aa9a an$ *hum" 5- in 1>>).

SO'T

RIN1 PENETRATION IN T)E U1

"IS.A."IS IN IA <S2- n tration in Britain' a nation o# :8 million' i" almo"t 100 - rc nt . th r i" no3h r that mar4 t r" can go 3ith th ir can". <om-ar thi" to !n$ia ' an m rging mar4 t o# 1 /illion - o-l 3h r - n tration at national l % l i" 1)A . in rural !n$ia' it i" l "" than :A. *h - r ca-ita con"um-tion o# "o#t $rin4" (calculat $ a" litr " o# "o#t $rin4 - r h a$ - r y ar) in th 5K i" 20) 3hil in !n$ia it ha" mo% $ to n arly 7 #rom l "" than 1 -r 01>>0. th r i" -l nty o# room "till #or an u-"urg "inc thi" l % l i" lo3 r than oth r m rging

conomi " in South A"ia' "uch a" +a4i"tan at 1>' Srilan4a at 2)' th +hili--n " at 17: an$ *hailan$ at 100.

46

A''OR A&I(IT=4 A 1E= ISSUE IN IN IA A##or$a/ility i" th -rimary r a"on / hin$ th lo3 - n tration o# <S2" in !n$ia. *h y attract high ta8 "' / ing tr at $ a" lu8ury goo$" /y th !n$ian go% rnm nt. *hi" ma4 " th m on o# th mo"t 8- n"i% im-ul" #oo$" #or "ingl " r% con"um-tion %i"0O0%i" oth r" in th "am cat gory li4 chocolat "' /i"cuit"' ic 0cr am" an$ 3a# r"' all o# 3hich ha% a much lo3 r ntry -ric -oint. *hi" ma4 " <S2" una##or$a/l to a %a"t ma,ority o# !n$ian con"um r"' a country 3ith - r ca-ita incom o# F)00 *hi" a-art' <S2 con"um-tion i" 8tr m ly " a"onal' "4 3 $ to "umm r an$ mainly out"i$ th hom . Sinc a larg -ro-ortion o# 3om n ar con#in $ to hom ' "o#t $rin4 - n tration among 3om n i" much lo3 r . al"o ' !n$ia 3ith long "- ll" o# "corching h at ha" -ro/l m" 3ith cooling in#ra"tructur . #a"t mo%ing con"um r goo$" outl t" in !n$ia' "o#t $rin4 outl t" ma4 u- l "" than on thir$' many o# 3hom $on=t o3n l ctrical cooling 7ui-m nt.

47

MORE 'IBB IN IN IA T)AN IN T)E U1

*h lo3 - n tration o# <S2" in !n$ia -r " nt" a hug o--ortunity #or <oca0 <ola an$ + -"i (th " ar th only t3o / % rag com-ani " in !n$ia) to gro3 th cat gory. <o4 ' #or c rtain 'i" -u"hing th /ran$ in m rging mar4 t" li4 !n$ia an$ <hina rath r than in matur mar4 t" li4 th 5K. ?or in"tanc in !n$ia' /oth ar #ocu" $ on 8t n$ing $i"tri/ution into rural r gion". *hi" 8-lain" 3hy th y "- nt million" o# ru- " intro$ucing "mall r -ac4"' 200ml /ottl "' at a ch a- r -ric . 2 % lo-ing lo3 co"t hom -ac4" an$ cr ating num rou" occa"ion" to $rin4 <S2" ar al"o -art o# th n 3 "trat gy. CS GRO2T) C)ART4 IN IA

*h "o#t $rin4" mar4 t in !n$ia ha" r gi"t r $ "igni#icant gro3th rat " a#t r th li/ ra9ation o# th conomy in th arly >0=" . thi" -ha" o# li/ rali9ation

/rought + -"i<o to !n$ia=" "hor " in th 1>8> an$ <oca0<ola #or th " con$ tim in 1>>). (it ha$ 8it $ #rom th country in 1>77 3h n th th n "ociali"t go% rnm nt o/lig $ #or ign com-ani " to "h $ ma,ority "ta4 " in #a%our o# gro3th ' in h althy $ou/l $igit" ' through th #ir"t hal# o# th >0=" /ut ha" $ clin $ to "ingl $igit l % l in th la"t # 3 y ar". *hi" i" $u to thr r a"on":

th g n ral conomic "lo3$o3n' #r 7u nt -ric incr a" " in th la"t ) y ar"

48

an$ th

m rg nc o# ch a- r alt rnati% " "uch a" -o3$ r $ conc ntrat " an$

/ottl $ 3at r.

CO1E? PEPSI IN IN IA4 A &RUISING CO(A 2AR <o4 an$ + -"i tog th r "- n$ 40 million -oun$" annually in out$oing on anoth r. I% n though th -ot ntial o# car/onat $ $rin4 i" normou" in !n$ia' co4 i" not /an4ing on <S2" alon to #u l gro3th. A l ""on 3 ll l arn #rom $ % lo- $ mar4 t" li4 th 5K. !t ha" nt r $ n 3 ar a" li4 4inl y 3at r ' ( orgia t a an$ co## an$ it" Sun #ill $iluta/l $rin4. *h " ar it" /igg "t

gro3th ngin " in !n$ia at th mom nt. !n #act' #rom "ingl 0" r% 3at r /ottl "' <o4 ha" no3 mo% $ into th 200litr hom -ac4"' 3hich ha" gi% n it "u/"tantial mar4 t "har . !t i" num/ r t3o in th 3at r /u"in "" n 8t only to th hom 0gro3n Bi"l ri.

+ -"i ' li4 it" count r-art in th 5K' ha" / n a laggar$ in thi" r "- ct. I% n though it ha" launch $ A7ua#ina 3at r in !n$ia ' + -"i $o " not " m to / -u"hing it. !t ha" no -r " nc in th $iluta/l cat gory. But in contra"t to th 5K' th + -"i /ran$ ha" a hug -r " nc in !n$ia ' /oth in %olum an$ /ran$ imag . !n #act' it" 8 m-lary mar4 ting acum n too4 it

4>

ah a$ o# <o4 in th

arly $ay" an$ ' % n to$ay' + -"i an$ <o4 ar running

n 4 an$ n c4 in cola "har "0 8-laining th high -itch cola 3ar on th !n$ian "oil.

O&JECTI"ES O' T)E STU =

*o "tu$y th -romotional -olici " o# th / % rag com-ani " onto %ariou" high3ay". Stu$y th com-arati% a$$" -romotion /y <o4 in r "- ct to + -"i. Analy"i" r gar$ing $i"-lay" " t u- on th high3ay" /y th com-ani " in or$ r to in$uc th "al ". Stu$y #or $ "igning th /u$g t r 7uir m nt o# th com-any #or th coming y ar mainly #ocu"ing mar4 ting o# th -ro$uct. Ba"ically "ur% y on th ty- o# -romotional " t/ac4 #ac $ /y th ir -ro$uct not r -r " nting u- to mar4 - r#ormanc .

:0

C)APTER.@
RESEARC) MET)O O(OG=

RESEARC) MET)O O(OG=

:1

R " arch & tho$ology i" a 3ay to "y"t matically "ol% th -ro/l m. !t may / un$ r"too$ a" a "ci nc o# "tu$ying ho3 r " arch i" $on "ci nti#ically. !n it 3 "tu$y th %ariou" "t -" that ar g n rally a$o-t $ /y th r " arch r in "tu$ying hi" r " arch -ro/l m along 3ith logic / hin$ th m. it i" n c ""ary #or th r " arch r to 4no3 not only th r " arch m tho$"Kt chni7u " /ut al"o th m tho$ology u" $. R " arch r" not only n $ to 4no3 ho3 to $ % lo- c rtain in$ic " or t "t"' ho3 to calculat m an or m $ian or mo$ ' ho3 to a--ly -articular r " arch t chni7u " /ut mu"t al"o 4no3 3hich o# th " m tho$" or t chni7u " ar r l %ant an$ 3hat 3oul$ th y m an an$ in$icat an$ 3hy. R " arch -roc "" con"i"t" o# " ri " o# action" or "t -" n c ""ary to ## cti% ly carry out th r " arch.

RESEARC) *h

ESIGN4 #or coll ction o# r l %ant

#unction o# r " arch $ "ign i" to -ro%i$

%i$ nc 3ith minimal 8- n$itur o# tim

##ort an$ mon y. ! #ollo3 $ th 8 cuti% " an$ th

c n"u" m tho$ a" ! $i$ $aily rout ri$ing along 3ith th

"al "m n. ! got o--ortunity to m t an$ int ract 3ith ach on o# th r tail r" an$ clo" ly cam to 4no3 "- ci#ic n $ o# th -romotion o# <oca0<ola in th mar4 t a" a 3hol . ! co% r $ th $i"tri/ution ar a un$ r high3ay" at

:2

(ha9ia/a$' &o$inagar an$ littl ar a o# N<R r gion. 5n$ r th "u- r%i"ion ! got num/ r o# r l %ant $ata #rom on "-ot in"- ction an$ - r"onal o/" r%ation.

MET)O S O'

ATA CO((ECTION:

H/" r%ation an$ int raction 3ith th r tail r" -ro%i$ $ m in $ -th 4no3l $g a/out th a%aila/ility o# chang " in -romotional it m" -ro%i$ $ /y + -"i an$ <oca0<ola /y th $i"tri/utor". ! coll ct $ all %ital $ata #rom th outl t" %i"it" an$ "ur% y $uring my "umm r training an$ 3hich 3oul$ / o# high

con"i$ ration r gar$ing th $ "igning o# th coming y ar" mar4 ting /u$g t /y th <oca0<ola <om-any. *h "ur% y "h t 3a" in"tantan ou"ly 7ui-- $ o# $ata $uly o/" r% $ /y m an$ in a "y"t matic mann r. *h $ata thu" inculcat $ i" through +rimary Sourc /y + r"onal !nt r%i 3"' In7uiri " an$ H/" r%ation. *h r "-on" " thu" r c i% $ 3 r al"o ncouraging on my / hal# an$ a" 3 ll a" th com-any.

1.)

MAR1ETING RESEARC) O&JECTI"ES4

:)

a.)

*o un$ rta4 a mar4 t "tu$y to 4no3 th <oca0<ola -romotion on th high3ay".

/.)

<om-arati%

"al " -romotion (acc ""ori ") analy"i"

3ith r gar$ to + -"i an$ <oca0<ola.

6/

T=PE O' STU = 4 EAP(ORATOR=

A" th t rm "ugg "t"' e'1lorator5 re6ear-" i" o#t n con$uct $ / cau" a -ro/l m ha" not / n cl arly $ #in $ a" y t' or it" r al "co- i" a" y t uncl ar. !t allo3" th r " arch r to #amiliari9 himKh r" l# 3ith th -ro/l m or conc -t to / "tu$i $' an$ - rha-" g n rat hy-oth " " ($ #inition o# hy-oth "i") to / t "t $. !t i" th initial r " arch' / #or mor conclu"i% r " arch ($ #inition o# -on-l.6*7e re6ear-") i" un$ rta4 n. I8-loratory r " arch h l-" $ t rmin th / "t r " arch $ "ign' $ata coll ction m tho$ an$ " l ction o# "u/, ct"' an$ "om tim " it % n conclu$ " that th -ro/l m $o " not 8i"tP

@/ ;

RESEARC) AREA SOURCE O' IN'ORMATION

4 "aranasi 4 PRIMAR=

:4

!n thi" ty- o# $ata coll ction mo$ th int r%i 3 r u" " th 3or$ing an$ or$ r that " m" mo"t a--ro-riat in th cont 8t o# ach int r%i 3. *h " int r%i 3" ar u" #ul in o/taining a cl ar r un$ r"tan$ing o# th -ro/l m an$ $ t rmining 3hat ar a" "houl$ / in% "tigat $.

::

C)APTER.;

ATA CO((ECTION TEC)NIGUE

:6

*h r ar " % ral 3ay" o# coll cting th in#ormation con"i$ ra/ly in th cont 8t o# mon y co"t"' tim an$ oth r r "ou c " at th $i"-o"al o# th

r " arch r. ! coll ct $ $ata #or my -ro, ct 3or4 through th m $ium o# Sur% y Sh t" !n thi" m tho$ ! got th -r -ar $ "h t" #rom th com-any com-ri"ing o# r l %ant 7u "tion" r lat $ 3ith my -ro, ct. *h n ! contact $ r "-on$ nt" on th ir "ho-" along 3ith th "h t" #or coll cting th in#ormation.

RESEARC) APPROAC)4 SUR"E= MET)O SAMP(ING Sam-l $ "ign i" a $ #init -lan $ t rmin $ / #or any $ata ar actually coll ct $ #or o/taining a "am-l #or a gi% n -o-ulation. *h "am-l $ "ign to / u" $ mu"t / $ ci$ $ /y th r " arch r ta4ing into con"i$ ration th natur o# in7uiry an$ oth r r lat $ #actor". ! ha% -ai$ att ntion on th #ollo3ing -oint" 3hil $ "igning th "am-l : a) *arg t -o-ulation /) Sam-l 5nit c) Sam-ling Si9

:7

$) Sam-ling & tho$

a%/ *h

TARGET POPU(ATION4 -o-ulation o# th "tu$y con"i"t $ o# r tail r" an$ $ al r". *arg t

-o-ulation 3a" ta4 n #rom th city o# @arana"i.

!%/

SAMP(ING UNIT4

Ran$om "am-ling 3a" cho" n that i" 3h r any outl t o# th 3hol -o-ulation 3a" li4 ly to / " l ct $ a" any oth r outl t that i" all th outl t" o# th -o-ulation ha% 7ual chanc ".

Sho-" -ur"uing -romotional tool" (/oth $ al r" an$ r tail r") in @arana"i. c%/ SAMP(E SIBE4

A total o# 100 "ho-" 3 r o/" r% $ #rom th city @arana"i.

d%/ SAMP(ING MET)O 4

+ur-o"i% Sam-ling

T)E ATA REGAR ING4

:8

 Do3 th acc ""ori " can / ac7uir $ Q Ch n th acc ""ori " $i$ com into $i"tri/ution chann llingQ C r th r tail r" in#orm $ on th $i"tri/utionQ Chat ncourag $ th m to -o"" " th acc ""ori "Q Ar th y n,oying /ac4 u- #rom th com-any #or -romotional acti%iti "Q

*h tim con"traint 3a" al"o -r %al nt a" th r 3a" not a/un$ant tim #or a $ tail "tu$y to / con$uct $ among th r tail r" an$ $ al r". *h #inancial limitation" coul$ al"o / # lt a" th #un$ing r gar$ing th "ur% y 3a" not "u/, ct $ 3hich l a$ to a lac4 in an in0$ -th "tu$y to / un$ rta4 n.

MAR1ETING MIA ? STRATEG=

&ar4 ting mi8 o# any organi9ation con"i"t" o# 4 +=" i. . +ro$uct' -ric ' -lac an$ -romotion ha%ing it" o3n "igni#icanc ' that %ari " #rom on organi9ation to th oth r. in coca 1 cola th in#ormation a/out all th 4 +R" that can / a%aila/l to m i" gi% n h r :

:>

PRO UCT4 +ro$uct mi8 o# coca0cola con"i"t" o# th %ariou" /ran$ -ac4" an$ #la%or gi% n in th ta/l . +ro$uct "trat gy o# th coca0cola i" to -romot all /ran$" a%aila/l in th /ran$ -ac4" an$ to intro$uc th -ro$uct in n 3 #la%or i" al"o intro$uc $.

PRICE4 R gar$ing th -ricing -olicy or th -ric to th $i"tri/utor i" not $i"clo" $ to m ' /ut a" $on #or th $i## r nt -ro$uct o# th com-any' com-any ha" -ric $ th -ro$uct "am a" that o# it" ma,or com- titor or th mar4 t l a$ r.

P(ACE4 *h coca0cola com-any in !n$ia i" go% rn $ #rom it" cor-orat o##ic locat $ at (urgaon in Daryana . !t go% rn" th 3or4ing o# #i% 9on " co% ring 3hol !n$ia th " 9on " ar 1north 9on ' a"t rn 9on ' 3 "t rn 1 9on ' "outh rn 9on an$ An$hra +ra$ "h 9on . *h " 9on " ar $i%i$ $ in to %ariou". +lant' 3hich go% rn th ar a a""ign $ to th m. *h ar a i" th %ariou" $i"tri/ution c nt r" call $ $i"tri/utor" an$ <B? ag nt". *h n com r tail r" K cu"tom r #or th com-any=" -ro$uct' *h y r c i% goo$ #rom $i"tri/utor an$ cB# ag nt. ?inally con"um r i" th r ' ha%ing th -ro$uct #rom th con"um r=" "ho-" or $ li% r $ to th ir hom ' it i" th

60

mor cl arly %i"i/l through thi" chart. *h coca0cola com-any' 3hich ga% it" r ach to th mouth o# /illion o# - o-l all aroun$ th 3orl$ ha%ing a 3i$ $i"tri/ution' n t3or4. !n !n$ia' th -ac an$ S- $ at 3hich coca0cola ha" 3i$ n $ it" /u"in "" i" r ally ama9ing. 2i"tri/ution n t3or4 i" th /igg "t "tr ngth o# th com-any.

PROMOTION4

thi" -a"t o#

th mar4 ting i" -laying a % ry %ital an$

im-ortant rol in th curr nt "ituation in !n$ia . 6oo4ing at th com- tition an$ -romotion an$ a$% rti"ing /u$g t o# /oth th com-ani " coca0cola an$ + -"i' on can a"ily "timat th im-ortanc o# thi". *h -romotion mi8 o# coca0cola i" $i%i$ $ in to to* line *ro3otion and !eloD the line *ro3otion/

To* line *ro3otion inclu$ " th -romotion $ "ign $ an$ $on /y th com-any=" cor-orat o##ic o# gurgaon an$ th o##ic o# Bom/ay *.@

a$" ' $ "ign o# /ann r ' an$ oth r -0" $on /y th com-any "imultan ou"ly all aroun$ !n$ia 3ith no $i## r nc in $ "ign" tc #all in thi" cat gory . B lo3 th lin -romotion inclu$ " th -romotion "ch m "' -u/licity mat rial' +HS $i"-lay $on /y th com-any #rom 9onal' -lant' "al manag r an$ ar a "al " manag r l % l. At th "al " manag r an$ ar a "al " manag r l % l th

61

-romotion $on +HS $i"-lay.

8clu"i% ly #or th citi " in th ir r "- cti% ar a an$ oth r

62

OUR &RAN S

Coul$n=t you to 4no3 3hat A-ricot' <o## ' 6ych &i8 an$ Sour <h rry / % rag " ta"t li4 Q

Nut' Hrang ' <ola

Hn o# th mo"t -o-ular ar a" o# th 3orl$ o# <oca0<ola' our <o=". Atlanta attraction' i" .*a"t o# th Corl$E' th o--ortunity to "am-l "om o# th many / % rag " 3 -ro$uc . A" th glo/al l a$ r in th non0alcoholic / % rag in$u"try' 3 o## r n arly )00 /ran$" acro"" almo"t 200 countri ". &any o# th " /ran$"' inclu$ing "o#t $rin4"' #ruit ,uic "' /ottl " 3at r an$ "-ort" $rin4"' ar only a%aila/l in "- ci#ic r a"on #or thi" i" "im-l : $i## r nt - o-l li4 $i## r nt / % rag " at $i## r nt tim "' #or $i## r nt r a"on". So -our your" l# a %irtual gla"" o# "om thing you ha% n % r 8- ri nc $ / #or . *a4 a loo4 at "om o# th many /ran$" 3 o## r to - o-l aroun$ th 3orl$.

6)

<oca0<ola i" th mo"t -o-ular an$ /igg "t " lling "o#t $rin4 in hi"tory' a" 3 ll a" th / "t 4no3n -ro$uct in th 3orl$ . cr at $ in Atlanta' ( orgia /y 2r. Gohn S. + m/ rton' <oca0<ola 3a" #ir"t o## r $ a" a #ountain / % rag /y mi8ing <oca0<ola "yru- 3ith <ar/onat $ 3at r. <oca0<ola 3a" r gi"t r $ a" a tra$ mar4 in 18>:. <oca0<ola 3a" / ing "ol$ in % ry "tat an$ t rritory in th 5nit $ Stat ". !n 18>>' th <o. / gan #ranchi" $ /ottling o- ration" in th 5nit $ Stat ". *o$ay' you can #in$ <oca0<ola in %irtually % ry -art o# th 3orl$ an$ th <oca0<ola <o. ha" mor than 2)0 / % rag " to it" -ort#olio.

64

,(oo-in$ $ood and tastin$ $reat0 2i t <o4 3a" /orn in 1>82 an$ 7uic4ly / cam th No.1 "ugar #r $rin4

in $i t 1con"ciou" Am rica' 4no3n a" 2i t <o4 in th 5.S.' <ana$a' Au"tralia an$ (r at Britain an$ a" <oca0<ola light in oth r countri "' it=" no3 th No.) "o#t $rin4 in th 3orl$. !t=" th $rin4 #or - o-l 3ho 3ant no calori "' /ut -l nty o# ta"t . A$ cam-aign" aroun$ th 3orl$ #or $i t co4 "har a -lay#ul' "o-hi"ticat $ an$ " 8y attitu$ . @i"it our Au$ioK@i$ o0c nt r to 3itn "" ho3 th 2i t <o4 north

Am rican a$ cam-aign c l /rat " th r al an$ human attri/ut " that ma4 - o-l alluring in th y " o# oth r".

6:

*h <oca0<ola <o. ac7uir $ a #a%orit in Iuro- "inc th 1>40="' ?anta in 1>60. ?anta Hrang i" th cor #la%or' r -r " nting a/out 70A o# "al "' /ut oth r citru" an$ #ruit #la%or" ha% th ir o3n "oli$ #an /a" . <on"um r" aroun$ th 3orl$' -articularly t n"' #on$ly a""ociat ?AN*A 3ith ha--in "" an$ "- cial tim " 3ith #ri n$" an$ #amily. *hi" -o"iti% imag ry i" $ri% n /y th /ran$=" #un' -lay#ul - r"onality' 3hich go " han$ in han$ 3ith th /right color (-articularly orang )' /ol$ #ruit ta"t ' an$ tingly car/onation. ?anta " ll" / "t in Bra9il' ( rmany' S-ain' Ga-an' !taly an$ Arg ntina. ?anta $i"tri/ution 3a" incr a" $ in th 5.S. in 2001 3ith th r turn o# #our #la%or : Hrang ' "tra3/ rry' -in a--l an$ gra- . Hrang ' th /igg "t " ll r' i" no3 a%aila/l in mo"t o# th country.

66

, (i$ht and (e3ony0

*hi" thir"t 7u nching / % rag # atur " a #r "h' light l mon0lim ta"t an$ #un0lo%ing attitu$ . !t=" a hom gro3n' national tr a"ur in !n$ia' 3h r th <oca0<ola <o. ac7uir $ it in 1>>). th -ro$uct=" in%igoration ta"t an$ clou$y loo4 ha% n=t chang $' /ut th /ran$ ha" / n r %itali9 $ 3ith a n 3 mar4 ting cam-aign. 6imca continu " to /uil$ a loyal #ollo3ing among young a$ult" 3ho lo% th lighth art $ countri ". (ra/ a 6imca a 3ay it com-lim nt" th / "t mom nt" o# th ir li% ". !t=" al"o / com a hit in many + r"ian (ul#

67

,yaari osti TaaHa MaaHa0 3ith th r al #ruit" ta"t 4i$" lo% ' -lu" a$$ $ calcium' &aa9a=" taglin ' .Naari02o"ti *aa9a &aa9a .m an"E ?ri n$"hi- mom nt" 3ith #r "h &aa9aEin Din$i. &aa9a 3a" intro$uc $ in !n$ia in 1>84 a" a no car/onat $ mango #ruit $rin4. !t 3a" ac7uir $ /y th <oca0<ola <o. in 1>>) an$ i" curr ntly a%aila/l in thr a$$ $ calcium. #la%or"' mango' -in a--l an$ orang -lu"

68

,ClearE cris*E refreshin$/0 !ntro$uc $ in 1>60' S-rit i" th 3orl$=" l a$ing l mon lim #la%or $ "o#t $rin4. "-rit i" "ol$ in mor than 1>0 countri " an$ ran4" a" th No.4 "o#t $rin4 3orl$3i$ ' 3ith a "trong a-- al to young - o-l . &illion" o# - o-l n,oy S-rit / cau" o# it" cri"-' cl an ta"t that r ally 7u nch " your thir"t. But al"o ha" an hon "t' "traight#or3ar$ attitu$ a/out thing" that " t" it a-art #rom oth r "o#t $rin4". S-rit ncourag " you to / tru to 3ho you ar an$ to o/ y your thir"t.

6>

,Stron$ Cola TasteE eIcitin$ *ersonality04 *hum-" 5- i" th l a$ing car/onat $ "o#t $rin4 an$ mo"t tru"t $ /ran$ in !n$ia' originally intro$uc $ in 1>77' it 3a" ac7uir $ /y th <oca0 <ola <o. in 1>>). it i" 4no3n #or it=" "trong' #i99y ta"t an$ it=" con#i$ nt' matur an$ uni7u ly ma"culin attitu$ . *hi" /ran$ cl arly " 4" to " -arat th m n #rom th /oy". :

70

COMMITMENT TO2AR S IN IAN &RAN S

<oca0<ola !n$ia (<<! ) ha" im-l m nt $ aggr ""i% "trat gi " #or all th #i% /ran$" ac7uir $ #rom +arl . *h "trat gi " a$o-t $ ar in conc rn 3ith th long 1t rm -lan" o# <oca0<ola !n$ia. *h <oca0<ola <o. i" th 3orl$=" larg "t / % rag <o. an$ i" th l a$ing -ro$uc r an$ mar4 t r o# "o#t $rin4. *h <o. mar4 t" 4 o# th 3orl$=" to- : /ran$"' inclu$ing 2i t <o4 ' ?anta S-rit . A" th 200ml r turna/l (la"" Bottl (R(B) ha" / com th -o-ular -ac4ag "i9 o# th !n$ian <ar/onat $ "o#t 2rin4 !n$u"try. *hum-"0u- an$ limca ar no3 a%aila/l in 200ml R(B' )00ml R(B' :00ml+I*' 2lt +I*' ))0mlcan" thu" ' along 3ith <oca0<ola an$ ?anta' th !n$ian con"um r ha" a choic o# 4 /ran$" in can". <oll cti% ly' th choic in -ac4ag "i9 " a%aila/l to

con"um r" i" no3 3i$ r than % r / #or . *hi" ha" al"o g n rat $ incr m ntal %olum gro3th at th r tail l % l a$$ing -o"iti% ly to th - r ca-ita

con"um-tion in th country. Chil thum-" 5- ha" al3ay" / n !n$ia=" l a$ing <ar/onat $ "o#t $rin4"' 6imca i" th No. 1 /ran$ in th clou$y l mon " gm nt. ?rom 1>>) till $at ' in-ut" in /oth th /ran$" ran th gamut in a$% rti"ing to -ac4aging' rai"ing /ran$ a3ar n "" to un-r c $ nt $ l % l". *h in% "tm nt in ac7uiring th "

71

/ran$" an$ th

-roc $ing in-ut" th r

in ha" " n th "

/ran$" gro3

a$mira/ly. Chil *hum-"0u- ha" gro3n o% r :0A o% r th la"t )Nr" ' 6imca ha" gro3n o% r 20A.*hum-"05- r cor$ $ a -h nom nal gro3th o# :4A in th &um/ai mar4 t in &arch 1>>7' th #ir"t month o# th launch o# th n 3 logo. *h n 3 logo that ha" a "trong "tr a4 o# /lu "- $ lin " a$$ing a -o3 r#ul l m nt o# "- $ an$ a$% ntur 3a" # atur $ on :00ml r #illa/l .thun$ r +ac4E /ottl ". R " arch con$uct $ /y .r " arch !nt rnationalE in &um/ai "ho3 $ that 84A o# *hum-"05- con"um r" -r # rr $ th n 3 logo to th ol$ on .

72

COCA.CO(A+S4 CREATI"IT= IN A "ERTISIMENT

COCA.CO(A4 ,Thanda Matla! Coca.Cola0

*hi" a$ i" cr ati% in th " n" that' 3hil

n,oying th y can u" th 3or$

.<oca0<olaE in th -lac o# .*han$aE. *h 3or$ than$a ha" / n ma$ to / "ynonymou" to <oca0<ola.

*h A$ i" ma$ to targ t th common - o-l 3ho 3i"h to 7u nch th ir thir"t /y ,u"t a"4ing #or any /ran$ in"t a$ o# <oca0<ola. Chil $oing "uch th y may 8t n$ th ir ta"t ' / ha%ior F-r # r nc to3ar$" <oca0<ola. *h main th m o# thi" "logan i" to ma4 th /ran$ common #or % ry - r"on an$ at % ry tim .

7)

T)UMPS UP4 ,taste the thunder0

*hi" a$% rti" m nt i" al"o cr ati% . *h "logan it" l# r # r" th thun$ ring i$ a. !t chall ng " th t nag r" #or th ta"t . !t i" 3 ll 4no3n th to$ay=" youth 3ant to $o "om thing 8traor$inary. *h y 3ant to "ho3 th m" l% " "u- rior. So com-any i" 8-loiting th m ntality o# to$ay=" youth that th -ro$uct i" #or th m 3ho 3ant to acc -t th chall ng ".

SPRITE4 , de-have *e na Fao a*ni a-al la$ao0

*h cr ati% a$% rti" m nt r # r" that $on=t go on 8-o"ur . *ry to go on rationality. !t ma$ #or tho" - o-l 3ho 3ant to $o th ir 3or4 /y th ir o3n o-inion an$ ta"t . No3 a $ay" % rything i" #ull o# 8-o"ur that i" ma$ to attract th - o-l an$ "uch ty- o# -ro$uct" al3ay" gi% th $i""ati"#action among th - o-l .

74

*h r #or th 3orl$=" /igg "t "o#t $rin4 com-any ha" ma$ a -ro$uct #or th man 3ho $o "n=t try to go on 8-o"ur an$ 3ho al3ay" / li % in rationality i. . "-rit . (IMCA4 , Fust J Ta-e it Easy0

!t i" 3 ll 4no3n that l mon in u" $ to o% r com th "tr "" a" 3 ll a" it h l-" in $ig "ting. R gar$ing thi" truth <oca0<ola ma$ it" -ro$uct 6imca' to #ollo3 th -rinci-l o# l mon. *o r # r" that i# "om on i" in th $ -th o# "tr "" an$ "train an$ h 3ant to r #r "h him" l#' h mu"t go on l mon #la%or' 6imca i" th / "t. COCA.CO(A IN IA.OUR "ISION

+ro%i$

8c -tional "trat gic l a$ r"hi- on th

<oca0<ola !n$ia "y"t m'

r "ulting in con"um r an$ cu"tom r -r # r nc an$ loyalty' through <oca0 <ola=" commitm nt to th m an$ in a highly -ro#ita/l <oca0<ola cor-orat /ran$ $ / % rag " "y"t m.

7:

T)E COCA.CO(A MISSION

, T)E &EST G(O&A( COMPAN= ,

*h mi""ion o# <oca0<ola co. i" to incr a" "har o3n r %alu o% r tim . *h co. accom-li"h " th mi""ion /y 3or4ing 3ith it" /u"in "" -artn r" to $ li% r "ati"#action an$ %alu to cu"tom r" an$ con"um r" through 3orl$ 3i$ "y"t m o# "u- rior /ran$" an$ " r%ic "' thu" incr a"ing /ran$ a glo/al /a"i"' cr at 7uity on

cu"tom r -ro$uct"' " r%ic " an$ communication"'

cu"tom r " r%ic an$ /ottling "trat gi "' -roc "" an$ tool" in or$ r to cr at com- titi% a$%antag an$ $ li% r "u- rior %alu .

)IG)2A= ANA(=SIS

An in$ig nou" ##ort on th / hal# o# th "ur% yor in or$ r to / % ry cautiou" 3hil coll ction o# th ra3 $ata that i" o# -rimary natur o# -romotion at high3ay".

76

*hi" high3ay i" a -art o# th "tu$y un$ rta4 n on th / hal# o# th <oca0 <ola <o. in or$ r to h l- it $ "ign out it" n 8t coming y ar" mar4 ting an$ a$% rti"ing ar - r#orm $ in or$ r to ca-tur th -"ychological att ntion o# th -a"" $ /y in or$ r to r #r "h th m. *h "tu$y i" th r /y /a" $ on th -rimary $ata coll ct $ at %ariou"

r #r "hing outl t" / ing co% r $ on th ma,or high3ay" o# 1 @arana"i r gion (Ia"t 5.+.). !t i" /a"ically a com-arati% "tu$y / t3 n th t3o ma,or .<olagiant"E0+I+S! an$ <o4 .

SUR"E= TERMINOG=

(1) SDH+ NA&I (2) ARIA Ar a Stu$i $) ()) (SB (4)2+S (:) <H5N*IRS +rinting.

Nam o# th Hutl t. : Rout /r a40 through / ing co% r $.(&ar4 t

: : :

(lo3 Sign Boar$. 2 al r +rint $ Sign Boar$. & tallicKCoo$ n <ount r" Cith <om-any="

77

(6) *AB6I0<DA!R r "taurant". (7) CA660+A!N*!N(:

&ol$ $ ?urnitur along 5m/r lla=" %ariou"

Hutl t containing <o. -ainting on th 3all #or

-romotion. (8) S(A : Sal " ( n rating A"" t".SR #rig rator. S !c Bo8 " (>) RA<K : @ariou" ty- " o# rac4" hol$ing th $i"-lay o# th com-any=" -ro$uct.

78

C)APTER.>
ANA6NS!S AN2 2!S<R!+*!HN

7>

MAR1ET PROMOTIN ANA(=SIS

*h r " arch a--roach / ing #ollo3 $ in @arana"i (I5+) 3a" r gar$ing th "u- r%i"ion o# %ariou" outl t"' 3hich i" on o# th ma,or con"uma/l

high3ay". *h r 3a" a "- cial in"- ction $on onto th "tati"tical n $ o# %ariou" "al " -romoting acc ""ori " / ing -ro%i$ $ to th r tail r".

*h $i"tri/uting unit co% r=" th o% r all "u--ly to th mar4 t 3ith hi" ##ici nt "al " #orc in a--lication. *h unit h r ha" a $aily r 7uir m nt o# ::0 car t" o# 200ml B)00mlo# <o4 ' *hum-"5-' ?anta' 6imca an$ S-rit . Ch r a" th - t con"um-tion i" conc rn $ th "c nario i":0

:00 ml 1 6: -ac4". 2 ltr. 0 )0 -ac4". 1ltr. 0 70 -ac4" (Kinl y0 2i"till $ Cat r)

T 6!&<A / ing th mo"t $ man$ $ rang o# "o#t $rin4.

80

TA&(E.5 @ariou" con"oli$at $ #igur " r -r " nting th "har o# /oth <H<A0<H6A an$ +I+S! on 6an4a' BD5' @arana"i (5.+.) CATEGORY GSB DPS COUNTER TABLECHAIR & UMBRELLA WALL PAINTING SGA RACK COCA-COLA 8 7 9 2 13 35 18 PEPSI 20 18 23 7 35 43 24

*otal Num/ r o# outl t": 71 &a,or Ar a" co% r $ un$ r thi" Digh3ay: (o$aulia Sigra <hau4aghat &ai$agin +an$ y-ur 26C

81

TA&(E.II

Similar con"oli$at $ $ata in r "- ct o# th mar4 t "har o# /oth <H<A0<H6A an$ +I+S! on (o$aulia CATEGORY GSB DPS COUNTER TABLECHAIR & UMBRELLA WALL PAINTING SGA RACK COCA-COLA 83 23 39 PEPSI 67 15 42

11 59 64 73

6 41 53 61

*otal Num/ r o# outl t" : 121 Sigra 6uc4a Nai Sara4 &ai$agin

82

8)

C)APTER.7

'IN INGS ? ANA(=SIS

84

G(O2 SING &OAR

*h "tu$y h r r % al $ that u"ually th outl t" ha$ (SB=" $i"tri/ution at a larg "cal /ut th y $i$ not co% r th goo$ -romotional "har ntir ar a. <oca0<ola though ha$ a a

/ut + -"i 3a" not #ar / hin$ an$ al"o ga%

chall nging "tan$. B ing an ra that $i$ not ha$ an out"tan$ing 8-o"ur th outl t" 3 r o# "mall ntity an$ 3 r -ro%i$ $ 3ith th (SB.

COCACOLA PEPSI

83 67

8:

EA(ER PRINTE SIGN &OAR 4

5n$ r th ar a "tu$y it coul$ / " n that /oth <oca0<ola a" 3 ll a" + -"i $i$ not -ro%i$ $ 2+S=" at %ariou" outl t"' a" it i" a g n ral %i 3 that th y ar / ing gi% n at larg con"uming outl t". But ta4ing in con"i$ ration th mar4 t -ot ntial h r not many o# th outl t" coul$ claim "uch acc ""ori ". !n all th $i"tri/ution o# it i" not l a$ m-ha"i" th r on /y th com-ani "

COCACOLA PEPSI

23 15

86

COUNTERS4.

2uring th "tu$y it 3a" o/" r% $ that o% r th

ntir th mar4 t r gion un$ r

thi" cat gory th <H<A0cola <H. ?I66 BID!N2 + -"i an$ al"o th total $i"tri/ution 3a" not % n . many o# th outl t" 3 r at comm rcial -lac " that in$uc $ th #ram 3or4 o# th ir o3n -ri%at int rior 3h r th r i" no "co- o# count r". *h y ar mo"t n $ $ at .+an Bhan$ar' Guic <orn r or S3 t Sho-E 3hich ar rar ly /ig con"um-tion unit".

COCACOLA PEPSI

39 42

87

TA&(E. C)AIR. UM&RE((A4.

Chil

co% ring th

ntir

ar a it 3a" % ry "ur-ri"ing to 4no3 that th

com-ani " ha$ no "ati"#actory - r#ormanc out th r . <oca0<ola ha%ing -lant o% r thi" rout al"o $i$ not lay any out"tan$ing ##ort. *hi" cat gory

r " m/l $ a % ry m ag r gro3th h r an$ har$ly ma4 " any " n" -ro%i$ing it to "uch -lac " 3h r you cannot /ring a/out any $i## r nc in th -romotion o# th -ro$uct.

COCACOLA PEPSI

11 6

88

2A(( PAINTING 4

Hn th "ur% y $uration it 3a" o/" r% $ that in "uch ar a" 3h r a#t r

% ry

(:07) a n 3 "mall "tart $' 3h r 3 g n rally 4no3 that - o-l #ollo3 "ign" B -aint $ a$% rti" m nt. *hu" a clo" "tan$ /y + -"i 3a" " n an$ th outl t" 8- ri nc $ mo"tly ith r <oca0<ola or + -"i. But th "har o# it coul$ not / " n much a" th - o-l ar alr a$y a3ar o# /oth th nt r-ri" ".

COCACOLA PEPSI

59 41

8>

SA(ES GENERATING ASSET4.

*h y ar th a"" t" / ing cat gori9 $' 3hich -lay a %ital rol in -r " r%ation o# th -ro$uct" 1 r #rig rator" or ic /o8 ". &any o# th outl t" $o ha$ th m in a/un$anc /ut oth r" ha$ to only # $ u-on on o# th m . thi" / ing th mo"t "" ntial r 7uir m nt #or outl t on 3ho "toc4" "o#t $rin4" a" no on i" going to -urcha" a hot on . A han$"om $i"tri/ution #ollo3 onto th outl t" can / " n 3hich al"o "om tim " ma4 - o-l a3ar o# a$% rti"ing / ing $on through thi" "ourc .

COCACOLA PEPSI

64 53

>0

RAC1S4.

*h th

ntir "ur% y $ alt 3ith th $i"tri/ution o# acc ""ori "' 3hich ar on o# "" ntial on " to ha% an im-r ""i% -romotional outlay. Among th / "t

r %i 3 $ on 3a" .rac4"E 3hich ha% / n -ro%i$ $ at non0accounta/l r a"on' 3hich "ho3" that - o-l -romotional in$uction to th r tail r". may -lac it at B mar4 a" "ym/ol

COCACOLA PEPSI

73 61

*h y com- t %igorou"ly' an$ at th "am tim th y coo- rat "martly 3ith th ir "trat gic -artn r" in th ir "u--ly an$ $i"tri/ution chain.

I% ry com-any ha" a " t o# $ -artm nt to %i 3ing it a" a "y"t m #or managing cor -roc "". <om-any mu"t manag an$ ma"t r "uch /a"ic -roc "" or$ r g n ration to or$ r #ul#illm nt.

>1

!n mo$ rn mar4 ting $i"ci-lin mar4 t' multi-l

ma"" mar4 t ar

#ragm nting in micro0 chann l' -ric

$i"tri/ution chann l ar

r -lacing "ingl

$i"counting an$ "al " -romotion. 2 "igning th / "t mar4 ting mi8 .*o ma4 a "al E th r i" gro3ing m-ha"i" on $ "igning th / "t r lation"hi- mi8 #or 3inning an$ 4 -ing cu"tom r. (oo$ cu"tom r ar an a"" t 3hich ' 3h n 3ill manag $ an$ " r% $' 3ill r turn a han$"om li# tim incom "tr am to <o.

R lation"hi- mar4 ting i" not only a com-any $ri% " to /on$ / tt r 3ith th ir con"um r. <om-ani " al"o $ % lo- mutually -ro#ita/l r lation"hi-" 3ith th ir r tail r' "u--li r an$ $i"tri/utor. !# th <o. "7u 9 " it" r tail r -ro#it un$uly' it #orc " too much -ro$uct on $i"tri/utor th <o. 3ill #ail. Smart com-ani " ch c4 B /alanc 3ith th ir "u--li r an$ $i"tri/utor in th $ri% to / tt r " r% th ir ultimat cu"tom r. An$ mar4 ting' at it" / "t go " / yon$ m ting 8i"ting cu"tom r n $". (oo$ com-any 3ill m t n $"J an$ gr at com-ani " 3ill cr at a mar4 t.

>2

TA&(E.III

&ar4 ting -romotional $ata / ing coll ct $ through $aily "ur% y a" to th "c nario o# /oth <oca0<ola an$ + -"i an$ in"- cting th -romotional acc ""ori " th r #or . *h "tart $ #rom Sumam th atr to Ka$ra/a$. CATEGORY GSB DPS COUNTER TABLECHAIR & UMBRELLA WALL PAINTING SGA RACK COCA-COLA 39 31 28 9 31 29 27 PEPSI 15 9 27 5 17 26 29 NONE 4 18 3 44 10 3 2 n $ o# th

ntir high3ay mar4 t / ing "tu$i $

*otal Num/ r o# Hutl t": :8 &a,or &ar4 t Ar a <o% r $ on th Digh3ay: Suman *h atr . (o%in$-uri. Ra,cho-la

>)

G(O2 SIGN &OAR 4.

B ing a "mall mar4 t 7ui-- $ o# %ariou" "mall "ho-" an$ cool corn r" th y mo"tly -o"" "" $ th (SB=". 3hil at "om /ig outl t" th r may / 2 or mor . *a4ing into con"i$ ration thi" mar4 t + -"i ha" a high com- titi% "har 3ith <oca0<ola' 3hich n $ to / ta4 n car o#.

40 30 20 10 0 COCACOLA PEPSI NONE GSB

>4

EA(ER PRINTE

SIGN &OAR 4.

&any o# th outl t" 3 r -ro%i$ $ th 2+S=" 3hil th mar4 t -romotional acti%iti " ha$ / n con$uct $. + -"i though / hin$ <oca0<ola in thi" cat gory ha$ not l a$ $o3n much m-ha"i" on it. 5"ually #oun$ at /igg r outl t" that $o /ul4 "toc4ing o# th -ro$uct a" th com-any=" a$% rti"ing i" / ing # atur $ on it .

40 30 20 10 0 COCACOLA PEPSI NONE DPS

>:

COUNTERS4.

Both + -"i a" 3 ll a" <oca0<ola go han$ in han$ un$ r thi" crit rion. Hn r gular /a"i" th count r" o# <oca0<ola 3 r $i"tri/ut $ arli r an$ + -"i ma$ it" $i"tri/ution lat r' 3hich 3a" o/" r% $ a" a r "ult that th lat r on " " m $ n 3. *h count r" $o a$$ to th outl t" initial im-act at th

con"um r' 3hich attract" him to ma4 th -urcha" .

30 25 20 15 10 5 0

COUNTER COCACOLA PEPSI NONE

>6

TA&(E. C)AIR.UM&RE((A 4.

!n th mar4 t o# &o$inagar th r =" a limit $ "co- #or th " acc ""ori " a" th y ar #oun$ mo"tly at o- n air r "taurant" ha%ing larg -r mi" ". *h r "taurant" h r ar not much "o-hi"ticat $ 3ith gar$ n" or com-oun$" ha%ing -lac to -ut in 5m/r lla"' tc. al"o a ma,or "har o# th mar4 t i" l #t untouch $ /y "uch -ro%i"ion" that may #louri"h in n ar #utur .

50 40 30 20 10 0 COCA- PEPSI NONE COLA TABLE-CHAIR & UMBRELLA

>7

2A((.PAINTING4.

@ariou" "3 t" corn r" an$ cooling -oint" at th mar4 t /or it. R c ntly <oca0<ola r %i% $ th ntir mar4 t -ainting an$ turn $ th 3hol mar4 t in

.r $E. *hu" ' at %ariou" + -"i outl t" % n th r tail r" got th ir $i"-lay an$ 3all" -aint $ r $ 3ith <oca0<ola=" a$% rti" m nt".

40 30 20 10 0 COCA- PEPSI NONE COLA WALL PAINTING

>8

SA(ES GENERATING ASSET4.

th r i" high $ man$ o# r #rig rator" /y th r tail r"' a" th y 3ant to ha% an incr a" in th num/ r o# S(A=" to "toc4 mor . Both <oca0<ola an$ + -"i ha$ alr a$y -ro%i$ $ ach at th ir r "- cti% corn r". 5n$ r thi" " gm nt /oth o# th m ha% n ar a/out "tan$ thi" / ing on o# th /a"ic n c ""iti ".

30 20 10 0 SGA COCACOLA PEPSI NONE

>>

RAC14. 5n$ r thi" cat gory it=" + -"i 3ho ha" ta4 n th l a$ a" a r "ult o# th ir r c ntly organi9 $ rac4 $i"tri/ution "ch m . *h r tail r" in r turn ha$ to -urcha" a$$itional "toc4 #or $i"-lay on th rac4" in turn o# +I* /ottl ". *h y $o -lay a ma,or rol in th $i"-lay o# th -ro$uct out"i$ th cool corn r" an$ h l-" in attracting th con"um r"

. EAP(ANATION

1)

GS&. G(O2 SING &OAR 4

!t i" a $i"-lay /oar$ or hoar$ing / aring th -romotional a$% rti" m nt o# th r "- cti% -ro$uct o# th com-any. *h com-ani " #or th ir -ro$uct

-romotion an$ "al " nhanc m nt u"ually -ro%i$ th m.

2)

PS. EA(ER PRINTE

SIGN &OAR 4

2i"-lay /oar$" o# th "am natur 3ith an a$$itional # atur o# th r tail r=" nam or th outl t=" nam / ing m ntion $ on th m ' in or$ r that th

100

"-on"or" / ar th %alu 1a$$ition on th / hal# o# th com-any. u"ually -ro%i$ $ to "toc4i "t 3ho ha% larg con"um-tion o# th -ro$uct.

))

COUNTERS4 Coo$ n or m tallic #ram 3or4 -ro%i$ $ /y th com-any to th 8clu"i% outl t" 3hich ith r "toc4 in /ul4 or 3hich ar -articular /ran$ outl t". *h com-any in r turn -romi" " a c rtain #i8 $ "toc4 "u--ly

#or a c rtain tim - rio$. *h count r" / ar th com-any=" a$% rti" m nt" a" a "ourc o# mar4 ting -romotion.

4)

TA&(E. C)AIR. UM&RE((A4

mol$ $ #urnitur o# -la"tic i" / ing -ro%i$ $ at %ariou" o- n0air r "taurant" or .$ha/a"E #or th con% ni nc o# th cu"tom r" 3hil th ir %i"it". !n r turn th com-any achi % " -ro$uct -romotion a" 3 ll a" r tail r" "ati"#action. *h y can al"o / " n at %ariou" "tr t "i$ ca# " an$ ,uic corn r".

101

:)

2A(( PAINTINGS4

-ainting o# th /ran$ a$% rti" m nt" on th 3all" o# th outl t"' 3hich in r "ult attract an$ r min$ th con"um r" a/out th -ro$uct. *hi" ma4 " th con"um r a3ar o# th -o-ularity an$ -romotional ##ort ma$ on th / hal# o# th com-any.

6)

SGA.SA(ES GENERATING ASSET4

5n$ r thi" cat gory 3 g n rally h a$ th r #rig ration' %i"icool r"' an$ % n th ol$ $ "ign $ ic /o8 ". Hn th oth r han$ it na/l " to moti%at th r tail r" #or / tt r "al " on com-any=" / hal#. 7) RAC1S:

*h y ar $i## r nt ty- " o# -la"tic or mat rial hol$ r"' 3hich ar u" $ #or th $i"-lay o# th - t an$ oth r gla"" /ottl . *hi" cr at " a h althy 8-o"ur o# th -ro$uct"' r m m/ranc to th ultimat con"um r". *h " all h l- in g n rating th com-any=" /ran$ imag at $i## r nt l % l": &ar4 t R tail r" <on"um r"

102

(IMITATIONS

*h

D!(DCAN

S5R@IN / ing con$uct $ a" th

-ro, ct 3or4 un$ r

Din$u"tan <oca0<ola B % rag " +%t. 6t$. &ainly $ alt 3ith th #ollo3ing limitation":0

1) *h "ur% y r -ort that 3a" con$uct $ ha$ a -r 0$ #in $ /oun$ation o# int r%i 3ing th r tail outl t o3n r". !t=" /a" $ on "im-l

o/" r%ational analy"i" 3hich may l a$ to $ #l ction at th tim o# conclu"ion arri%al.

2) *h "ur% y "h t / ing $ "ign $ ha$ a limit $ "co- o# -rimary $ata co% rag only. !t $i$ not ta4 into con"i$ ration th oth r a%aila/ility o# "u--ly an$ <o groun$ on 3hich it $ ci$ $ u-on th -ro%i"ion o# $i"tri/ution o# th -romotionalacc ""ori ".

10)

)) 2uring th

ntir "ur% y th r tail r" 3illingn "" #or ac7uiring th

acc ""ori " in accor$anc 3ith th "ch m " #ollo3 $ 3ith th m coul$ not / notic $. *hi" coul$ / on o# th r a"on" o# th non0 a--ro-riat -romotional ##ort" in ma4ing an a3ar n "" among th cu"tom r"

104

C)APTER.9
CONCLUSION

10:

<HN<6S!HN: 1)*h %ariou" r tail r ha$ an normou" $ man$ #or / tt r (SB=" an$ in many ca" " o# 2+S #or a / tt r' im-r ""i% outl t loo4 to attract con"um r". 1) *h n$l "" $ man$ o# %i"icool r" in or$ r to "tor larg 7uantity o#

"toc4 a" a -art o# mar4 ting an$ $i"tri/ution -romotional #unction o# th com-any i" "tu$i $ th r in. 2) *h "t a$y #lo3 o# th com-any=" -romotional acc ""ori " coul$ / # lt irr "- cti% o# th con"um-tion o# th outl t" o# th -ro$uct. ?or

8am-l : rac4"' count r"' "ign /oar$"' tc. )) !n a com- titi% n%ironm nt th com-any got to "tu$y th "ch m " o#

th ir clo" "t ri%al"' 3hich th y #ollo3 $ an$ in r turn #ul#ill $' th n $" r gar$ing th ir outl t" " t u-. 4) *im ly ch c4 u- o# th -ro- r u"ag o# th <o=" a"" t" (S(A) / ing ma$ a" 3 ll a" th ir mal#unctioning i" r cti#i $. :) &i"u" o# th <oca0<ola S(A=" "houl$ / /rought into con"i$ ration a" a r tail r"' "toc4' oth r com-ani "' "toc4 an$ $ -r ciat th $ man$ o# th "ourc com-any.

106

6) *h archri%al" -ro$uct "tu$y can /

nt rtain $ #rom th r tail r" an$

th -ri%il g on th ir -art i" 4no3n 3hich h l-" in #ormulation o# / tt r mar4 ting -romotional "ch m =" 7) + -"i=" r gular "toc4hol$ r" / trac $ an$ /r a4 u- /y -ro%i$ing

moti%ational intro$uctory o## r" nhancing th mar4 t ca-tur .

8) <oca0<ola "houl$ try to ma4 arrang m nt" "o that th mar4 ting r -r " ntati% " 3oul$ %i"it th r tail outl t" r gularly an$ try to "ol% th r tail r"' a" 3 ll a" th $i"tri/utor"' -ro/l m" 3hich th y u"ually #ac $uring th - a4 " a"on. >) B tt r ##ici nt "al " r -r " ntati% " / a--oint $ to u-$at th r tail r" a/out th "ch m " in com-ari"on to + -"i. *hi" 3oul$ ncourag a curio"ity r gar$ing th <oca0<ola "ch m " among th m.

*h com-laint" o# th r tail r" / "tu$i $ an$ -ai$ att ntion o# th high "t $ gr to n"ur / tt r mar4 t ca-turing.

107

C)APTER.8

BIBLIOGRAPHY

108

&OO1S Kothari +hili-' &ar4 ting &anag m nt' +r ntic Dall !n$ia' N 3 2 lhi. Kothari <.R' R " arch & tho$ology' Ci"h3a +ra4a"han' N 3 2 lhi.

MAGABINES ? NE2SPAPERS Bu"in "" Corl$ Bu"in "" *o$ay Hutloo4 *h *im " o# !n$ia *h Din$u Bu"in "" Stan$ar$ 6in *h Iconomic *im "

2E&SITES 333.cocacola.com. 333.coca0colain$ia.com 333.mar4 ting"trat gi ".com 333."o#t$rin4"0in$ia.com 333.co4 .org

10>

333.googl " arch ngin .com

C)APTER.<

GUESTIONNARE

110

Route No/ 4. Na3e of outlet 4. Contact *erson 4 Address 4.

5 / Ty*e of Channel4. #a% Iat ry #e% Hth r 6/ Infrastructure of retail outlet 4. #A% Pe*si Coca.Cola #a% Im-ty (i) (i) #!)@i"ionKoy #c % !c /o8 #d% Signag (ii) (iii) (i%) (ii) (iii) (i%) #!% (roc ry #c% <on% ni nc #d% !n"titut

@/Pac- availa!ility of a daily avera$e sale 4. #&% + -"i #a% #! % #c % ($) 200ml )00ml :00ml 2000ml (i) (ii) (iii) (i%)

<oca0<ola (i) (ii) (iii) (i%)

111

( )

A7ua#inaKKinl y

(%)

(%)

112

;/ 'acilities Preovided !y co3*any4 # c% ?aciliti " + -"i coca0<ola

(a) <a"h 2i"count (/) <r $it (c) Im-ty loan ($) Hth r >/ Ty*es of Status4 (a) + -"i mono-oly (c) &i8

(i) (ii) (iii) (i%)

(i) (ii) (iii) (i%)

(/) <oca0<ola mono-oly

>/ 2hich co3*any *roduct you sell 3oreK (a) 7/ + -"i (/) <oca0<0la (c) Both

2hy you *refer Pe*si LCo-e or 3iI #*lease/ Ran- it%4 (a) (/) (c) ($) ( ) <on"um r $ man$ S r%ic Sch m + r"onal r lation"hi- 3ith com-any m-loy ?acility -ro%i$ $ /y th com-any

11)

(#) (g)

R lation 3ith root ag nt <om-any "ta## #r 7u ntly %i"it

7. 3hich com-any -ro%i$ / tt r $ li% ry a) 8/ + -"i (/) <o4 (c) Both ($) Non

Retailer satisfaction eMui*3ent4 3hich com-any -ro%i$ " / tt r "ch m (%i"iKoy ) (a) </ + -"i (/) <o4 (c) Both ($) Non

Retailer satisfaction sche3e4

2hich co3*any co3es out Dith $ood sche3es4 (a) + -"i (/) <o4 (c) Both ($) Non

5:/ 2hich co3*any *rovides !etter o*tion for 3ar-etin$ sche3es4 (a) 55/ + -"i (/) <o4 (c) Both ($) non

2hich co3*any route a$ent !ehaves 3ore

su**ortively and *rofessionally4 (a) + -"i (/) <o4 (c) Both ($) Non

56/

2hich co3*any official visits 3ore freMuently4

114

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+ -"i

(/) <o4

(c)

Both

($)

Non

2hich co3*any officer *rovide !etter solutions4 + -"i (/) <o4 (c) Both ($) Non

11: