ON

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE DIPLOMA OF

PGDM APPROVED BY AICTE SAURABH KUMAR SINGH 08CBSPGDM 49 PGDM-III SEM UNDER THE SUPERVISION OF MS. [Link] MAHENDRU

CHANDIGARH BUSINESS SCHOOL, LANDARN, MOHALI 2008-2010

Certificate of Supervisor

This is to certify that Mr. govind yadav Roll No jjepg1046 pgdbm has completed the Summer Project Titled A REPORT ON BRAND PREFERENCE OF COCA COLA PRODUCTS, AVAILABILITY IN THE MARKET& PRODUCT EXECUTION .

Supervisors signature Supervisors name: ARTI MAHENDRU Supervisors Designation: ASSIT. PROFFESOR Date: Place:
Forwarded for evaluation by the Dean: (Deans Signature) Seal of the Dean

Declaration
I hereby declare that the research project report titled A REPORT ON BRAND PREFERENCE OF COCA COLA PRODUCTS, AVAILABILITY IN THE MARKET& PRODUCT EXECUTION is my own original research work and this report has

not been submitted to any University/Institute for the award of any professional degree or diploma.

Date: Place:

Govind Yadav

ACKNOWLEDGEMENT

After every success of student, there is successful teacher. When we look b back we can always feel the pressure of our esteem teacher and supervision Ms. Dr ARTI MAHENDRU by our side. We are indebted to her for the painstaking guidance, innovative ideas and constructive suggestions which have been a constant source of inspiration for us throughout this work. We express our utmost gratitude to DR. (COL) SPS BEDI, director, Chandigarh Business School (landran) Mohali, for providing us requisite research facilities. We shorts of words thank Mr. SUSHIL PATEL and Mr. RAM SINGH for their efforts to bring this work into the present form .Our special thanks to Ms. Dr ARTI MAHENDRU. Words are too inapt to express our feeling about our encouraging parents and friends. We bow our head of almighty for it is only by his grace that we could see new horizons in realization of our dreams. ALL CAN NOT BE MENTIONED BUT NONE IS FORGOTTEN

DATE:

Govind yadav

PREFACE
Summer Training is business organization in fuse among student a sense of critical analysis of the real managerial situation to which they are exposed. This gins them an opportunity to apply their conceptual theoretical & imaginative skills in a real life situations and to evaluate the results there of. HINDUSTAN COCA COLA BEVERAGES [Link]. Is a name renowned in Soft drink market, it is The Largest Soft Drink company in world. While my one month of summer training, I surveyed specialized area to know the investors knowledge, awareness, transactions in securities/stocks and their satisfaction level with their current broker and stock exchanges. Practical training through experts of HINDUSTAN COCA COLA BEVERAGES [Link] gave me actual input to fulfill my real aim. This report is the written account of what I learnt experienced during my training. I wish those going through it will not only find it real but also get useful information.

Hindustan Coca Cola Beverages Private Limited

Mehandiganj, Rajatalab, Varanasi-221311

To Whom So Ever It May Concern

This is to Certify that [Link] yadav from the Sri Bhagawan mahavir jain college bangalore has Successfully Completed his Summer Internship on the Topic Brand Preference of Coca-Cola Products, Availability in the Market & Product Execution from 15 April to 15th May, in East U.P. for Coca-Cola Beverages Private Limited. Varanasi. We wish him for future endeavors for-Hindustan Coca-Cola Bev. Pvt. Ltd.

Govind yadav (Capability Development Execution) HCCBPL East U.P.

Regd. Office: 13, Abdul Fazal Road, Bangali Market, New Delhi- 110001

CHAPTERISATION
Index Page No

Certificate issued by Project Guide/Supervisor Declaration Acknowledgements Preface Certificate issued by the Organization

1 2 3 4 5

Contents
Organization Profile & History Topic An Overview 24-27 System(s) concerned with the topic in Vogue in the Organization 28-33 Objectives of The Project 34 Methodology 34 19-23

Research Design 35 -Sample size 35 -Sample Units 35 -Types of sampling 36 Source(s) of Data 37 -Primary data -Secondary data 37 37

Tools used for Data collection 37 Techniques used for Data analysis 37 Analysis & Interpretation 38-49

Findings 50 Conclusion 51 Limitation 51 Suggestions/Recommendations 52-53 Scope 53-55 Bibliography / References 55 Appendix(ces) 55-71

ORGANIZATION PROFILE & HISTORY

In May 1886, Coca - Cola was invented by Doctor 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 Temberton's bookkeeper frank Robinson. Being a bookkeeper Frank Robinson also had excellent penmanship it was he who first "coca cola" into the flowing latter's which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's 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 expanses, so the first year of sales was a loss. Until 1905, the soft drink, marketed as a tonic contained extracts to cocaine as well as the caffeine - rich kola nut

By the late 1890s, Coca - Cola was one of America's most popular fountain drinks. With another Atlanta pharmacist, As a Griggs Candler, at the helm, the Coca - Cola Company increased syrup sales by over 400 % between 1890 and 1900. Advertising was an important factor in Pemberton and Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the comp ant 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 and 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 of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore. On April 23, 1985, the trade secret "New Coke" formula was released. Today, products of the Coca - Cola Company are consumed at the rate of more than one billion drinks per day.

Thums-Up:
Thums-Up is a leading carbonated soft drink trusted brand in India. Originally, introduced in 1977, Thums-Up was acquired by the Coca-Cola Company in 1993.

THE COCA-COLA BUSINESS IN INDIA

While the Coca - Cola Company is a global company with some of the world's most widely recognized brands, the Coca - Cola business in India, as an each country were we operate, is a local business. Our beverages are produced locally, employing Indians citizens, our product range and marketing reflect Indian tastes and life styles, and we are deeply involved in the life of the local communities in which we operate.

FAST FACT
. In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and Population : 1 billion Share of sales: The Company leads the CSD market with a nearly 60 percent share of sales. Annual per capita Consumption: Nine (eight-ounce servings). System employment: Approximately 10,000 people. System investment: More than US$1 billion since 1993.

made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life Ho To Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca - Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

INVESTMENT, EMPLOYMENT AND ECONOMICS IMPACT

Coca - Cola India has made significant investment to build and continually improve its business in India, including new production facilities, waste water treatment plants, and distribution systems and marketing equipment. Drugging the past decades, the Coca - Cola system has invested more than US$ 1 billion in India.

As such Coca - Cola is one of the countries top international investors. In 2003, Coca - Cola India pledged to invest further US $ 100 million in its operations. The Coca - Cola business system directly employees approximately 10,000 local people in India. In addition, several independent studies have documented that, by providing opportunities for local enterprises, the Coca -Cola business also generates a significant employment "multiplier effect". In India, we indirectly create employment for more than 1,25,000 people in related industries through our vast procurement, supply and distribution.

BOTTLING OPERATION
The Coca - Cola system in India comprises 27 wholly owned company -owned bottling operations and another 17 franchises - owned bottling operations. A network of 29 contract-packers also manufactures a range of products for the company. Almost all the goods and services required to produce and market Coca -Cola in India are made locally, sometimes with the help of technology and skills from the company. The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay trademarked tricycles and pushcarts.

PRODUCTS
Leading Indian brands Thums-Up, Limca, Maaza, Citra and Gold Spot join the company's international family of brands, including Coca - Cola, Diet Coke, Sprite and Fanta, plus the Schweppes product range. Our Kinley water brand was launched in 2000 and, in 2001, our energy drink shook and our first powdered concentrate, sun fill, hit the market. Annul per capita consumption of soft drinks in India is nine 8-ounce.

MARKETING
While broad direction and themes for our global brands are created at a global level, specific marketing programmes for our product are determined locally. in early 2003, Coca - Cola India collected advertiser of the year and campaign of the year awards for the Thanda Matlab Coca - Cola all media campaign. Innovation has been the hallmark of other marketing campaigns, with the company racking up "first" in the introduction of canned and PET soft drink, vending machines and backpack dispensers for crowds of cricket supporters.

QUALITY
We consider the consistent high quality of our beverages to be one of our business primary assets. In India, as in each country where we produce our beverages, the Coca - Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceotional quality. In every thing we do, from the selection of ingredients to the production of our beverages and their delivery to the market place, we use our specialized quality management system, the Coca - Cola quality system, to ensure that we are offering consumers only the highest quality products. We monitor our success through our customer and consumer feedback and our intrade monitoring programmes, and this information enables us to continuously improve our already demanding system.

COCA-COLA AND THE COMMUNITY

At Coca - Cola we have a long standing belief that everyone who touches our business should benefit. That basic proposition that our business should bring benefit and refreshment is central to the way we operate in Communities around the world. Coca - Cola India provides extensive support for community programmes across the country, with a focus on education, health and rainwater harvesting, all

key priorities of the Indian government which has recognized the company's efforts with a several awards.

Education: Coca - Cola India is supporting community - based primary

education project setup to provide educational opportunities to marginalized children in slums and villages. To data, the projects has benefited 50 schools, 1000 of students, over 5,00,000 villagers and over 10,000 slum dwellers, as well as several village near Coca - Cola bottling.

Environment : Coca - Cola India is supporting community - based rainwater

harvesting projects in rural and urban areas to help restore water levels and promote community education in ways to conserve natural resources. These initiatives have a benefited over 10,000 Delhi residents, as well as local community members, both in areas surrounding Coca - Cola bottling plants and else where.

Healthcare: Coca - Cola India is partnering with NGOs as well as St. John's
Ambulance Brigade (Red Cross) to provide free medical facilities and information to poor people who cannot afford to visit hospital facilities. These efforts are helping tens of thousands of under privileged people in seven states in India, as well as several villages near Coca - Cola bottling plants. The company has also supported a range of other national initiatives, such as a major polio-eradication drive and drought-relief programme, in addition to support towards the national cricket championship for the blind, and national athletics meetings for the physically challenged.

BUSINESS OVERVIEW

Introduction:
Coca - Cola, the world's most famous brand completing 121 st year of its existence on 8 th May this year. Today the Company is an unquestionable leader in the world business of non-alcoholic beverages. Coca - Cola is the world's largest selling soft drink and arguably the most successful product ever marketed in the history of commerce. More than one billion servings of Coca-Cola products are consumed everyday around the world in more than 200 countries. In India, Coca - Cola operates through the Coca Cola India Division Office situated at Gurgaon near New Delhi. Hindustan Coca - Cola Beverages Private Limited is the fully owned subsidiary of the Coca Cola India which runs a number of bottling plants all over India. Hindustan Coca - Cola Beverages Private Limited, Varanasi is one of the key unit in East U.P. This unit is situated at approximately 18 KM from the city and 40 KM from the nearest airport of Varanasi. The unit has a single bottling line of 600 bottles per minute capacity. Almost all brands of Coca - Cola Company, prominent amongst them, Coca Cola, Thums-Up, Limca, Fanta, Sprite, Kinley Soda etc., are manufactured here. The sizes of the packaging vary from 200 ml, 300 m1 to 1 liter capacity. Returnable

glass bottle (RGB) is the only package used. Glass bottles are handled in plastic reusable crates. Thus there is no any significant environmental impact because of packaging. The raw materials used are Water, Sugar, Concentrate and Carbon Di-Oxide. Concentrate plant near Pune supplies the Concentrate to this bottling unit. The wastes generated during the manufacturing process are mainly wastewater and non-hazardous solid waste in saleable and non-saleable category. Saleable waste includes broken glass, plastics, papers, gunny bags, metal scrap and other miscellaneous waste. Obviously the saleable waste is recycled or reused as raw material to businesses and industrial activities and has no adverse environmental impact. Nonsaleable waste consists of biological ETP Sludge, used carbon, garbage and canteen waste etc. The quantity of this non-saleable solid waste is very little as compared to the total waste and the waste is also non-hazardous in character. No on-site burial or burning of waste is carried out.

Manufacturing Process:
We at Coca - Cola are committed to manufacture our products with utmost care and with quality at top priority which makes it the world leader in soft drink industry.

Following is an over view of the stringent processes adopted in manufacturing before our quality product reaches finally to our proud consumers.

Water Treatment :
We at HCCBPL Varanasi follow a batch treatment process for water treatment which includes coagulation & flocculation. The method ensures disinfection and settling of all macro impurities and thereafter it is passed to sand, carbon filters to remove off odor, off color, off taste and thus it is strictly bought in line with the WHO requirements. We are also using state of the art -micron filtration process where the water is filtered up to the extent of 1 micron before it is fed to the process. This extensive treatment of water under strict

monitoring and sampling for quality leads to pure hygienic water with the highest quality meeting the Coca - Cola standards.

Syrup Preparation:
Coca - Cola uses the highest quality of sugar which is controlled and ensured by it's stringent prelaid standards, which serves as the strict criteria before acceptance of a lot. To ensure high quality of syrup, it is subjected to hot treatment wherein it is given a contact time with hyflo and carbon at elevated temperatures. It is then passes through a filter press

which removes

the carbon

particles and other

impurities before it declared fit for concentrate mixing. All this process takes place under a strict vigil by the quality department which maintains the appropriate records of the numerous tests carried out in the entire process which makes it a foolproof process. In the ready syrup tank the predecided quantity of concentrate is mixed to the simple syrup in very strict hygienic conditions to yield final syrup. The entire syrup manufacturing area is maintained under a constant positive pressure which rules out the possibility of any external particle entering into the process room.

Container Washing:
Container washing has been identified as one of the major critical control point in the entire manufacturing process & thats the reason that company has laid some of the very stringent and foolproof systems which ensures Coca - Cola product to be of the highest quality and reflects our commitment towards delivering the best in class product to the consumers. The bottles received from the market are loaded on the conveyor by the uncasing machine and the arrays of unwashed bottles passes through the four pre-wash inspection, stations which ensures removal of rusty neck bottle excessively dirty bottles, bottles carrying foreign matter, foreign bottles. And thus the good bottles

passes into the bottle washing machine which uses intensive mechanical and chemical processes to clean and disinfect the bottles thoroughly and ensure the bottles to be ready for filling. However as an additional safety, there is again a post wash inspection station comprising of 4 sub stations, which ensures removal of the chip necked bottles and suspected bottles from the lot. Thus the bottles are subjected to series of stringent inspections before it is fed to the filler for filling

Mixing, Proportioning:
Proportioning is basically a process where ready syrup is diluted in a predetermined fixed proportion with water and carbonated to result into beverage conforming strictly to company's norms and specifications. It is carried out by an Italian Machine - MOJONNIER.

Filling & Crowning:

The chilled carbonated beverage fed by the MOJONNIER is filled into the bottles through a rotary machine named FILLER. The bottles are immediately crowned by crowner (adjacent to the filler) and thereafter the bottles passes through the Date Coding machine which enable the consumer to be 100 percent sure of consuming a perfectly safe and fresh product.

Final Inspection:

After date coding, there is once again a final inspection station where light inspectors remove all low or high filled bottles and permit only the saleable product to pass through for casing to the caser machine.

Managing the waste water:

Production lines generate waste water from bottle washers, Syrup and Filler rooms. Entire wastewater generated is treated at Waste Water Treatment Plant and discharged through an 800 meters long pipeline specially laid to discharge the treated waste water away from inhabited areas. Part of this water is being used for gardening purposes within the plant premises.

Market and Customers:

Once the finished product is ready, it is transported to distribution centers and then to retail outlets by way of route trucks. The consumers buy the soft drinks from the retailer outlets. The empty bottles are simultaneously collected by the distribution channel at the time of dispensing the finished product.

Suppliers and Other Business Partners:

Other than water and concentrate, bottling operation requires Sugar, C0 2 , bottles, crates and other miscellaneous material. The Coca - Cola India Division has a Supplier authorization program where suppliers are

authorized based on a defined criterion. Environmental considerations are amongst the critical of these criterions.

Employees, Plant and Machinery:

The no. of total unit employees is approximately 113 & in summer season, which is a peak season for sale of soft drinks, the plant works for three-shift operation round the clock. The overall educational level of the employees is good and they obviously have a good expertise in water treatment and purification processes. Extensive in-house training programs are conducted to maintain the competency of the manpower in respective areas. The plant and machinery consists of state of art bottling machinery and test equipment to get consistent quality product at the optimum usage of raw materials. The plant also has an extensive quality test laboratory with equipment like spectrophotometer, density meter, micro lab etc. to conduct on the spot tests at various stages of production. A typical bottling line will consist of uncaser-pre wash inspection station - conveyers - bottle washer post wash bottle inspection station filler - final light inspection station - conveyor -and caser. Water treatment plant supplies treated water for beverages and syrup preparation. Plant utilities support the production fulfilling the requirement of compressed air, refrigeration, power and steam supply.

Critical Success factors as perceived by the organization:

Critical success factors that the company has identified are Product quality, availability, affordability, and freshness of the product. In the words of Mr. Doug Daft, "The Coca - Cola Company exists to benefit and refresh everyone who is touched by our business." The Company believes that good environmental

performance and environmental leadership will make its operations more efficient, cost effective and lead to high quality product. It also believes that good environmental place. The eKO policy clearly states that "We will conduct our business in ways that protect, preserve and enhance the environment" In the words of the Chairman of the Coca - Cola Company. "Implementation of Coca Cola Environment performance will enhance its community relations and leadership in the market

Management System, eKO system, throughout our organization will help us to protect and grow our business

through continued environmental leadership. This management system should be the part of the annual business planning process of all groups, divisions and bottlers in our system. I encourage all company associates to use the eKO system to help us continue to improve our record of environmental excellence."

Topic An Overview

INTRODUCTION ABOUT THE PROJECT

Segmented Market:
Geographical Segmentation Region Wise

Target Market:
East Market According To the Situation of Coca Cola Plant, Rajatalab, Varanasi

Targeted Area:
Orderly Bazar, Shivpur, Harauwa, Police Line, Nadesar, Sader Bazar, Chaukaghat, Ramkatora, Lahurabir, Maldahiya, Nai Sadak, Maidagin

Targeted Agencies:
R. K. Enterprises P. P. Enterprises Shivam Agency

PRODUCT PROFILE

Product Available in Varanasi Market and Rates, Volume, Profit, Cost As on May 2009 Coca Cola has a wide range of products at different volumes

PRODUCT LINE
Coca Cola Thums Up Sprite Fanta Limca Maaza (RGB) Maaza Tetra Kinley Soda Kinley Water

PRODUCT VOLUMES AVAILABLE

200 ML 250 ML 300 ML 350 ML 600 ML 1.2 LT. 2.25 LT.

BEST BEFORE DATE

RGV (200 ML, 300 ML) Mobile (600 ML) Can (330 ML) Pet (2 LT.) : : : 6 Months 2.5 Months : 6 Months 3 Months

Prices per bottle on different volumes SOFT DRINK VOLUME

200 ML & 250 ML 300 ML 600 ML 2.25 LT. 350 ML Price of empty crate 280 Rs.

COST
08 10 22 55 25

NO. OF BOTTLES AND THEIR COST VOLUME

200 ML 300 ML 600 ML 2 LT

NO. OF BOTTLE
24 24 24 09 168 216 450 460

COST

CAN SODA (300 ML) KINLEY (WATER)

24 24 12

552 124 128

NO. OF BOTTLES / CRATE VOLUME

200 ML 250 ML 300 ML 600 ML 2 LT 1 LT (WATER) CANE

BOTTLE
24 24 24 24 09 12 24

RETAILERS PROFIT VOLUME

200 ML 300 ML 600 ML 2.25 LT CAN

COST
168 216 492 460 552 24 24 24 35 48

PROFIT

System(s) concerned with the topic in Vogue in the Organization

Water, a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual pure Water, a thirst quencher that refreshes a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub - continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca - Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced. Because we believe that right to pure, safe drinking water is fundamental. A universal need that cannot be left to chance. Fire that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself.

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like Taaza Mango, Maaza Mango and Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit.

Position:
The current advertising of Maaza it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hingtaste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

Lime n Lemony Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971 Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading Flavor soft drink in the country. The success formula? The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person

Internationally, Fanta - The 'orange' drink of The Coca - Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as The Fun Catalyst.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally, introduced in 1977, Thums Up was acquired by The Coca 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Cola Company in

OBJECTIVES OF THE RESEARCH PROJECT

1. To study the sales and distribution network and brand preference of consumer survey Coca cola and Pepsi. towards coca-cola products. 2. To study the service frequency and brand preference of retailers survey towards 3. To analyze the retailer behavior towards service. 4. To identify the retailer segment that sales Coca - Cola products. 5. To identify the retailer satisfaction level regarding various attributes of coca cola product.

RESEARCH METHODOLOGY REseach type: exploratory

Research : A careful investigation or enquiry specially through search for new
facts in any branch of knowledge.

Methdology: Methodology can be defined as:

1. The analysis of the principles of methods, rules, and postulates employed by a discipline. 2. The systematic study of methods that are, can be, or have been applied within a discipline. 3. A particular procedure or set of procedures.

Research Methodology: Research Methodology is a way to systematically

solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his/her research problem along with the logic behind them.

Steps involved in my Research:

Step 1: Research objectives were decided. Step 2: The appropriate data collection method was determined. Step 3: The information required by each objective was determined. Step 4: survey was conducted. Step 5: Data was collected. Step 6: Data was analyzed and interpreted. Step 7: Final report was made.

RESEARCH DESIGN
The Research Design is the conceptual structure within which research is conducted, it constitutes the blueprint for the collection , measurement and analysis of the data. As such the design includes an outline of what the researcher will do from writing the hypothesis and its operational implications to the final analysis of the data.

SAMPLE SIZE
The sample size of a statistical sample is the number of observations that constitute it. It is typically denoted n, a positive integer (natural number). In my Project Sample Size was 300.

SAMPLE UNIT

Sample unit may be a geographical one such as state, district,village etc. or a construction unit such as house, flat etc or may be a social unit such family, club , school etc or it may be may be an individual. The Research will have to decide one or more of such units that he has to select for his [Link] my project Sample Unit was VARANASI.

SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample.

CHARACTERISTICS OF A GOOD SAMPLE DESIGN:

Sample design must result in a truly representative sample Sample design must be such which results in a small sampling error. Sample design must be such so that systematic bias can be controlled in a better way. Sample should be such that the results of the sample study can be applied, in general, for the universe with a reasonable level of confidence.

TYPES OF SAMPLING
Probability sampling Non- probability sampling

Probability sampling:
Probability sampling is also known as random sampling or chance sampling. Under this sampling design, every item of the universe has an equal chance of inclusion in the sample. Random sampling ensures the law of Statistical Regulatory which states that if on an average the sample chosen is a random one, the sample will have the same composition and characteristics as the universe. It is considered as the best technique of selecting a representative sample.

Non- probability sampling:

Non- probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being

included in the sample. In this type of sampling, items for the sample are selected deliberately by the researcher; his choice concerning the items remains supreme. There is always the danger of bias entering into this type of sampling technique.

SOURCE(S) OF DATA
PRIMARY DATA
The Primary Data are those which are collected afresh and for the first time , and thus happen to be original in character.

PRIMARY DATA COLLECTION:

In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it. There are many methods of collecting primary data and the main methods include:

questionnaires interviews focus group interviews observation case-studies diaries.

SECONDARY DATA
The Secondary data on other hand, are those which have already been collected by someone else and which have already been passed through the statistical process .

SOURCES OF SECONDARY DATA:

Books , internet , New Paper, Magazines and Research Journals etc.

TOOLS USED FOR DATA COLLECTION

Questionnaires & informal interview

TECHNIQUES USED FOR DATA ANALYSIS

Pie Chart , Exploded Pie Chart

INTERPRETATION &DATA ANALYSIS QUESTIONNAIRES OUTLET SURVEY FORM

Date://. Outlet Name ... Full Address ... Zip Code ... Telephone No... Owner Name .Mob. No.... GST No. Contact Landmark CST No...... Person .Mob. No.

... ... Market Name... Route Name ... Salesman ... Category Others Grade Outlet Type Credit Party Key Account Bronze Yes HVO Yes No Normal No Diamond Gold Silver E&D Convenience Grocery Name

Glass

Capacity

in

C/s

.AR Outstanding . Invoice Detail . Market COL Brand COL in C/s Market COD Brand COL in C/s SGA Type .. Mfd. By .. Sr. No. Date

CONSUMER SURVEY
NAME OF CUSTOMERS ... AGE . QUALIFICATION . OCCUPATION ADDRESS 1. Do you know soft drink cola company name? (Y/N) . 2. Do you consume soft drink cola? (Y/N) . 3. How you select your soft drink? a. On the basis of brand b. On the basis of taste c. On the basis of advertisement d. On the basis of price e. On the basis of availability 4. Do you consume only one brand or many others? a. If one then which b. If many then which one is more .

5. Mostly where do you consume your brand? a. Retail shop b. Restaurant c. Homely functions 6. From which source you know more information about your brand? a. TV CHANNEL b. News paper/magazines c. Hoarding 7. Do you remember any advertisement of? a. Coca-Cola b. Pepsi

RETAILER SURVEY
Name of Retailer / Shop ... Address . 1. How many soft drink companies are in the market? 2. Do you have all these companies? (Y/N) 3. Which one is the largest selling brand? 4. How many carettes / cases do you sold in a week / day? Brand Coca Cola Pepsi 5. How many customers demand as a brand or any cola (in percentage)? ........................................................................................... 6. Which brands customers ask more a. coca cola b. Pepsi 7. In which company do you get more benefit? a. Coca-Cola

b. Pepsi 8. If they have SGA: a. Company Name b. SGA Type c. ID No.

BRANDED Vs NON BRANDED CUSTOMERS

There are so many brands of both Pepsi and Coca Cola which are: Sl. No. 1 2 3 4 5 6 7 Brand of Coca Cola Coke Thums Up Limca Fanta Maaza Sprite ************ Brand of Pepsi Pepsi 7 Up Mirinda (Limca) Mirinda (Orange) Slice Mountain Dew ************

RETAILERS
Total No. of Respondents / Retailers = 100. Total No. of Respondents who have all Companies = 60. Total No. of Respondents who have Coca Cola = 30. Total No. of Respondents who have Pepsi = 10.

Retailer
10 Both 30 60 Coca Cola Pepsi

REASON OF BRAND PREFERENCE

There are so many reasons for selecting their brand: Taste Brand Advertisement Price Availability Coldness This graph shows that customers consume their brand for:

Brand Preference
8%
Taste Brand

12%

50% 30%

Availability Coldness

50 % Customers Drink for Taste 30 % Customers are Branded Customers, they feel pleasure to use that

brand. 12 % Customers are compromising customers, they compromise with availability. 8 % Drink for Relief from Summer

SINGLE BRANDED CUSTOMERS VS MANY BRANDED CUSTOMERS

There are 60 % Consumers who consume only one brand, it may be Coke, Pepsi or any other local brand. 40 % Consumers are many Branded.

Single Vs Many Brand Customers

40%
Single Branded

60%

Many Branded

MAIN DECISION INFLUENCERS IN FAMILY WHILE BUYING COLA PRODUCTS

Children Youngsters Middle Aged Old Members : : : 31 % 48 % 21 % : 0%

Main Influencer in Buying Cola Products

21%

0%

31%
Children Youngsters

48%

Middle Aged Old Members

PLACE WHERE PEOPLE CONSUME COLA

Retail Shops Restaurants Home and Party : : : 58 % 37 % 5%

Place to Consume Cola

5% Retail Shop 37% 58% Restaurants Home & Party

R. K. Enterprises:
Position of SGA Total No. of SGA Coke SGA: o VC o CC o EBC Pepsi SGA: o VC o CC o EBC Position of Outlet Total No. of Outlet o Coke o Pepsi 80 o Mix 281 o Nw o Loading Vehicles Total No. of Vehicles: Vikram 2 3 : 150 60 50 4 (Not Worked) 150 (Coke) + 60 (Pepsi) + 50 (Mix) = 260 22 2 6 65 15 6 : 86 (Coke) + 30 (Pepsi) = 116

Tempo

P. P. Enterprises:
Position of SGA Total No. of SGA Coke SGA: o VC o CC o EBC Pepsi SGA: o VC o CC o EBC Position of Outlet Total No. of Outlet o Coke o Pepsi 80 o Mix 281 o Loading Vehicles Total No. of Vehicles: Vikram 2 3 : 85 35 40 85 (Coke) + 35 (Pepsi) + 40 (Mix) = 160 14 3 2 43 10 2 : 55 (Coke) + 19 (Pepsi) = 74

Tempo

Shivam Agency:
Position of SGA Total No. of SGA Coke SGA: o VC o CC o EBC Pepsi SGA: o VC o CC o EBC Position of Outlet Total No. of Outlet o Coke o Pepsi 80 o Mix 281 o Loading Vehicles Total No. of Vehicles: Vikram 2 3 : 240 90 115 240 (Coke) + 90 (Pepsi) + 115 (Mix) = 445 33 15 2 85 27 3 : 115 (Coke) + 50 (Pepsi) = 165

Tempo

FINDINGS
1. Maximum numbers respondents have Coca Cola. 2. In order to select soft drinks Consumers gives value to the taste over the brand, availability and coldness. 3. Maximum of consumers select only on brands that represent 60%. 4. Youngsters influences buying decisions over children, middle aged and old members. 5. Maximum consumers consume Coca Cola at Retail Shops.

CONCLUSION
There are some important conclusions about brand preferences: Coca - Cola brand is most famous among retailers and consumers at Varanasi. Under Coca - Cola Thums Up is most famous brand which is recognized for its strong taste. There are also a large no. of unbranded customers, who are totally retailer oriented. We should try to convert them into coke branded customers by good supply to retailers. According to survey 28 % retail outlets were captured by Coca - Cola only where as only 12 % was captured by Pepsi. This is a major advantage to us. We can increase this no. by converting mix outlets into our monopoly outlets by giving them some extra benefits. Thunda Matlab Coca - Cola is the most famous add.

LIMITATIONS OF THE RESEARCH

There could be bias on part of consumers while providing the information regarding the product and company.

Scope of research is confined to 300. Shortage of time on part of retailers and consumers was also a constraint.

RECOMMENDATION Bottle Exchange Problem:

The Pepsi bottle will not exchange - Season rule coke bottle. Company bound to not exchange bottle of coke with Pepsi Delivery not on time so b' coz of this sale of coke went down. If company wants to run this type of rule the delivery on time is solution of problems. In some areas retailers were not aware about the scheme so company want to issue any rule it should we inform to retailers before 2 or three days and it is liabilities of agency to inform all the retailers on the time.

Scheme Problem:
Scheme on the carrot is not income of retailers but of the trauliman the shops, which is on main road trauliman, provide him scheme but inland area shop they not provide them scheme to him. But they know about the scheme so there is anger for company from there side. If any scheme is for 7 days they inform to retailers after 2 days and ending before 2 days all scheme goes in the pocket of trauliman.

Agency also works on some specific shop in the frate dealer area and they provide him scheme. Scheme is income of frate dealer, on the working shop he do not give so in this area scheme is bone of Contusion Company should pay attention on frate dealers.

SGA Problem:
There are two types of problem: SGA not working well SGA is not according to there requirement o In the season there are 40 % complain for not working well, complain no.0542 - 3100492 but there is no response from his side, I have enclosed my survey paper in this context. o Survey should be conduct by the company only for SGA in the season b'coz there are so many outlets which has freeze size problem means there sales is more than there capacity of freeze and some outlet has big freeze so there should be exchange process.

SCOPE OF THE MARKETING RESEARCH

Ad Tracking periodic or continuous in-market research to monitor a brands performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005) Advertising Research used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ads ability to get attention, communicate the message, build the brands image, and motivate the consumer to purchase the product or service. (Young, 2005) Brand Equity Research - how favorably do consumers view the brand? Brand association research - what do consumers associate with the brand? Brand attribute research - what are the key traits that describe the brand promise? Brand name testing - what do consumers feel about the names of the products? Commercial eye tracking research - examine advertisements, package designs, websites, etc by analyzing visual behavior of the consumer Concept testing - to test the acceptance of a concept by target consumers Coolhunting - to make observations and predictions in changes of new or existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle

Buyer decision processes research - to determine what motivates people to buy and what decision-making process they use Copy testing predicts in-market performance of an ad before it airs by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ads flow of attention and flow of emotion. (Young, p 213) Customer satisfaction research - quantitative or qualitative studies that yields an understanding of a customer's of satisfaction with a transaction Demand estimation - to determine the approximate level of demand for the product Distribution channel audits - to assess distributors and retailers attitudes toward a product, brand, or company Internet strategic intelligence - searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong "opinion formers" Marketing effectiveness and analytics - Building models and measuring results to determine the effectiveness of individual marketing activities. Mystery Consumer or Mystery shopping - An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products. Positioning research - how does the target market see the brand relative to competitors? - what does the brand stand for? Price elasticity testing - to determine how sensitive customers are to price changes Sales forecasting - to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc. Segmentation research - to determine the demographic, psychographic, and behavioural characteristics of potential buyers Online panel - a group of individual who accepted to respond to marketing research online

Store audit - to measure the sales of a product or product line at a statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service Test marketing - a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market Viral Marketing Research - refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individuals Social Network. Estimates of Social Networking Potential- (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.

BILIOGRAPHY/ REFERENCES
Books References:
1. Marketing Management by Philip Kotler. 2. Research Methodology by CR Kothari. 3. Marketing Research by GC Beri.

Internet References:
[Link]://[Link] 2. [Link] 3. [Link]

APPENDICES

BRAND
A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies"

CONCEPTS
Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes

referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organisation towards its brand is called integrated marketing. Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of wheat. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of metal working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. By failing to recognize these assets that a business, any business, can create and maintain will set an enterprise at a serious disadvantage. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for [Link].

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

In -Depth Section
SE rejects offer to meet Coca Cola, Says process has been compromised Had initially agreed to meet in good faith. But will not do so now, since public policy is compromised Believes these are nothing but efforts to delay and prevaricate on standards Sends Union health ministry point-by-point response. Says no substance in the charge that CSE report is "inconclusive" or "inconsistent" New Delhi, September 6, 2006: Protesting the double standards of the soft drinks industry and the inordinate delays in setting norms, Centre for Science and Environment (CSE) has rejected an offer of a meeting extended by Coca - Cola. On August 16, Coca-Cola had invited CSE to a meeting to discuss the issue of pesticide residues in its products. CSE had, initially, agreed to the meeting - but on the condition that the agenda be confined to regulations. Clarifying CSE's position, its director Sunita Narain said: "Our initial response of acceptance to the meeting was in good faith, believing that the company was genuinely interested in a dialogue on how the process of regulation and standard setting would move forward. But recent events since then make it clear that public policy is being compromised, and therefore, we cannot see the purpose of a meeting between Coca - Cola and us."

In its letter to the CEO of Coca-Cola India, CSE has explained why it believes public policy has been compromised. The report of the expert committee of the Union ministry of health and family welfare was "based verbatim on the comments of the scientists that (the) company had flown down from London." Furthermore, CSE says its "response to the expert committee report will make it clear that the evidence used to discredit (its) report is based on what can be, at best, called misinterpretation of scientific data and at worst, a deliberate and well-orchestrated strategy to thrash (its) analysis and work". CSE has reiterated its concern that these tactics to delay and divert are not new. It has reminded the Coca-Cola CEO how on March 29, 2006, the critical meeting of the Bureau of Indian Standards (BIS) convened to finalize standards for carbonated beverages was sought to be stymied. How a letter dated the same day, written by the Union health secretary asking for the standards to be deferred, was in the knowledge of the cola majors. This evidence of collusion, CSE says, "shocked" all. But sadly, nothing has changed. CSE's letter makes it clear that this is an effort to delay and prevaricate on notifying standards already finalized by the BIS so that the process can move towards validation of the test methodology. CSE concludes: "In these circumstances, we have little to discuss with your company. We therefore, offer you our regrets for not accepting your offer to meet." CSE has also sent a detailed point-by-point rebuttal of the expert committee report to the Union health ministry, which makes it amply clear that this is nothing but a well-orchestrated campaign of vilification. The Joint Parliamentary Committee (JPC) had cleared and endorsed every aspects of its 2003 study. CSE's current study has followed exactly the same methodology and given similar results - and yet this campaign is underway. "If anything, we have gone a step further and reconfirmed our findings through a GC-MS as was suggested by the JPC. We,

therefore, believe that any further enquiry in this matter is unwarranted and will divert the attention from the main issue: regulation of these products," says CSE. After careful scrutiny of the report of the expert committee, CSE says in its reply: "We do not accept that it is justified to say that our report on pesticide residues is "inconclusive" or even "inconsistent". The fact is that there has been a careful and deliberate attempt to misinterpret our report or to find fault where none exists". CSE has given three examples to elaborate its point: The expert committee's claim that the CSE report was inconclusive was based on misinterpretation. The fact is that CSE has used the GC-MS laboratory equipment to reconfirm the identity of the pesticides and not to quantify it, as claimed by the ministry. In fact, CSE has used other equipments - the GC-ECD and the even confirm the pesticides. The expert committee's claim that the CSE report is "inconsistent" is based on incorrect understanding of tropical toxicology. The ministry's committee has parroted the contention of Coca - Cola sponsored scientists that it is unlikely that the samples could have had residues of HCH isomers or Heptachlor as it has been banned since 1996. CSE, in its reply, has given detailed references of studies conducted by the ministry's own scientists, which have detected the same pesticides. "Therefore, unless all studies done in India are wrong, the CSE study cannot be dismissed as inconsistent," says its reply. The expert committee's claim that the CSE report should not have found Malathion shows complete disrespect and dismissal of the JPC report, which had discussed this issue and resolved it clearly. It reveals that the intent of the expert committee is not to conduct an impartial enquiry but to persist in raising unwarranted issues against CSE and its laboratory, and to GC-NPD to identify, quantify and

discredit and harass its scientists. CSE has appealed to the ministry that standards for the final product should be notified urgently. "It is not enough to issue advisories against the health aspects of soft drinks, it is equally and more imperative that we set regulations so that people are reassured of their safety", says its letter to the ministry.

Ganguly panel confirms pesticide in soft drinks

Kushal P. S.
The committee headed by N K Ganguly, director general, Indian Council of Medical Research, has finally made its recommendations, mooting a final product standard to regulate soft drinks. The committee's report, filed in the Supreme Court on March 13, now paves the way for the Union ministry of health and family welfare to finalize and notify a mandatory final product standard for pesticide residues in soft drinks. When in place, these standards will be the world's first soft drink companies will SHYAMAL have to meet. The recommendations come as a vindication for the Centre for Science and Environment's (CSE's) research on pesticide residues in soft drinks. For almost four years it has been advocating a final product standard for soft drinks as a public health imperative. This demand had been endorsed by a joint parliamentary committee (JPC) in February 2004, which directed the government to establish a final product standard.

The Ganguly committee has recommended a "maximum residue level of one part per billion (ppb) for an individual pesticide for carbonated water" The panel's report has based its recommendations on a public health risk assessment of soft drinks based on an estimation of quantities consumed. While the panel has recommended limits for individual pesticides, it has stopped short of prescribing a limit for total pesticide residues in soft drinks. Even the limits for individual pesticide prescribed are 10 times the 0.1 ppb limit finalized by the Bureau of Indian Standard (BIS) in March 2006. BIS had also prescribed a limit of 0.5 ppb for total pesticide content The Ganguly committee, also known as the National Level Expert Group, was constituted in November 2004 by the health ministry to guide the authorities fixing "maximum residue levels limits of pesticides in carbonated beverages, fruit and vegetable juices and other finished products"; "on monitoring of pesticides in carbonated beverages"; and, "based on the contents of the soft drinks/beverages to advise on their harmful effects". The committee, agreeing with JPC's observations, said: "Fruits and vegetables juices and other finished products cannot be clubbed with the carbonated water for fixation of maximum limits." While talking about the finished product standards for soft drinks, the panel echoed what JPC had said: "The reason that the other countries have not fixed such limits, should not dissuade our lawmakers in attempting to do so." The committee had got samples of sugar, sugar syrup and soft drinks tested. This was significant since soft drink companies have for long argued that sugar is contaminated, to avoid regulation. During the meetings of a BIS committee, too, industry representatives had argued that Indian sugar was contaminated, which was the sources of residues in their products. But sugar sample tests, both by soft drink companies and the authorities, had not shown pesticide residues. The

Ganguly panels test reports reaffirm this. "The results obtained conclusively demonstrated that sugar manufactured in India and made available to the carbonated water industry is practically free from pesticide residues and, if used, is not likely to contribute the levels more than their limits of quantification, i.e., 0.05 ppb." says the report. Even sugar syrup samples showed a complete absence of pesticide residues.

Residual Issues:
While testing samples of soft drinks to ascertain the levels of pesticides in them, the panel "found pesticide residues in colas, says an expert enlisted by it. A total of 19 samples of popular brands of carbonated water were collected from designated sources from different parts of the country and were tested at the National Institute of Occupational Health, Ahmedabad. Residues of HCH Isomers and DDT, both organochlorine pesticides, were detected. Levels of both the pesticides in certain samples were found to be 2-3.3 times higher than the individual limit finalized by BIS. Some samples were found to have higher total pesticide levels than BIS's 0 5 ppb limit These tests proved to be a setback for the cola companies on one more count, showing colas can be reliably and repeatedly tested both for monitoring and regulation. Soft drink companies have maintained that the government cannot set a standard because their product, being a complex matrix, cannot be reliably tested in laboratories. In its presentation to the committee, CSE had shown how governments across the world test soft drinks for pesticide residues. The committee accepted that laboratory tests can be done to check for pesticides at sub-ppb levels. In recent times, it is possible to measure residues of several compounds in single analysis by multi-residue methods at sub-ppb levels using

modern techniques such as GCMS/MS or LC-MS/MS" the committee observed CSE had in its testing of cola samples used the GC-MS/MS. The committee went on to specify certain criteria for analysis of pesticide residues for regulatory or legal purposes which include "confirmation of residues along with quantification", precisely as CSE had done for its August 2006 study on soft drinks.

Limited Exercise:
BIS had prudently established an upper limit for total pesticide residues. Flying in the face of that standard, the Ganguly panel says: Fixation of limits for total pesticide is not considered scientifically justified in the context of the present knowledge as no interaction has been reported to occur between pesticides at such a low level." This conclusion is wrong on two counts. First, by basing its conclusion on the present limits of scientific knowledge the panel has towed industry's line. Typically, industry - pesticide, food or any other - has hidden behind the excuse of scientific uncertainties. Any science - based standard obfuscates the importance of health and does not adequately reflect public health concerns, the primary purpose of a food standard. Secondly, even this limitation of science relied upon by Ganguly is wrong because cumulative impacts of pesticides and pesticides with a common mode of action (those which have similar adverse effects) are a major area of concern today. Newer pesticides are known to be extremely toxic at very low levels. The second major problem with the committee is its logical basis for standard setting. The committee has confounded the issue by suggesting standards for pesticide residues should be set on the basis of total consumption of these drinks countrywide. This will automatically mean that standards have to be revised if consumption increases, because public health risk will be enhanced. Or that consumption of these beverages should be capped at the present level, based on

which standards were fixed. This is not a scientifically advisable method for setting a standard Instead, the standard has to be based on pesticides allowed in the different components of the food basket as is done across the world. This trade-off between nutrition and pesticides will allow for pesticides in products which are essential for nutrition and well-being. This would mean that soft drinks will get minimum allowances for pesticides since they are not essential or nutritive. This assumes even more significance as monitoring studies have shown that Indians are exposed to higher contamination levels and no quota for toxins can be assigned to non - essential categories of food as defined by WHO. The stage is now set for the health ministry to notify the finished product standards for soft drinks. While the conservative standards suggested by the Ganguly committee can be notified as mandatory standards, the standards finalized by the BIS must also be notified for voluntary certification. The companies have started making noises about "scientifically validated testing methodologies" and this might be the next ruse to avoid regulations. The Ganguly committee has already made detailed observations on testing methodologies and protocols. A parallel process to validate and notify testing protocols can therefore begin immediately and the final standard and regulatory framework can be notified simultaneously. The Union health and family welfare minister informed parliament on August 22 that his ministry was waiting for the recommendations of the Ganguly committee to finalise regulations for soft drinks. Now, that the recommendations are in, it's time to act.

Company Market Can be Segmented Along 3 Lines Outlet Volume, Locality Income & Channel Cluster

Channel Cluster

Grocery

Similar Grouping of Outlet Basis format & Shopper Occasion

Eating & Drinking

Classifying Outlets basis Volume per Outlet

Convenience Segmenting Consumer on Basis of Income Bronze Low Medium High Locality Income Silver Gold Diamond Outlet Volume

Grocery:
Outlets primarily engaged in retailing of food & various household items. It includes Grocers (Outlets dealing mainly in Grains, Provisions,

Spices, Edible Oil, Vanaspati etc.) and General Stores (Outlets selling items of day to day requirement & Stocking a variety of branded products)

E & D:

Outlets selling items to eat which are being cooked within outlet, made at the outlet with possibility of consuming those products within the outlets. The outlet may have a place to sit. It includes QSRs / Bakery / Mithai Stores / Restaurants / Bars / Juice Centers / Soft Drink Shops / Ice Cream Parlors / Tea Shops / Cafes etc.

 Convenience:
Includes outlets which are small stores or shops, generally, accessible locally. These are often located alongside busy roads. It includes Chemists / STD Booth / Pan Beedi Shops etc.

In RED Company emphasize on the marketing elements and coolers which is provided by company.

Company emphasize on the setting up a cooler either into outlet or outdoor.

Setup Menu Boards with Combo & Setting up of Hanging Rack. Setting up Warm Display which attracts the attention of Customers.

SWOT ANALYSIS

Strength:
A Trusted Brand than Pepsi. Highly motivated Sales Team. Thums-up & Limca has better brand recall & fetches most of the sales. A better penetration in the market than the competitors. Merchandising of Pepsi is stronger than Coca Cola.

Weakness:
Servicing & OYA/SGAs are very irregular and less. Coke delivers its products on cash but Pepsi on Credit. Thus it is eating up market share. PSRs of Pepsi have that much delegation of authority that they can manipulate schemes & setup monopoly counters whereas Coca Colas PSRs do not have that authority. Kinley soda is high in Cost, Comparatively to others. Thus reduces the market share of company in this segment. Communication in the sales channel is slow that hampers implementation

of sales strategy.

Opportunity:
Urban market of soft drinks is getting saturated. And also the rural market is growing at a pace so by effective strategy this can be a future market for the products. Company has to concentrate on product penetration in Hotels, Malls & Cinema Hall. Participation in Local festivals (especially during the start of season) & events must be taken care of.

Threats:
Pepsi is a push product in Varanasi market, and offering more discounts & schemes than Coca Cola. Products of Pepsi are pushed on credit.