Summer Training Project Report on

MARKET SHARE AND BRAND AVAILABILITY AT Coca-Cola Submitted By: VAIBHAV SHUKLA BATCH
PGDM (2010-2012) A PROJECT REPORT In partial fulfillment for the award of the diploma of

PGDM.
Jagan Institute of Management Studies, Jaipur June 2011

ACKNOWLEDGEMENT
I am grateful to MR.ASHISH KHANDELWAL , whose encouragement, Guidance and support from the initial to the final level enabled me to develop an understanding of the subject. I am grateful to Dr. DEVENDRA SHARMA, whose guidance enabled me to

complete the project as per requirements. Lastly, I offer my regards and blessings to all those who supported me in any respect during the completion of the project.

VAIBHAV SHUKLA PGDM (2010-2012) 16-06-2011

TABLE OF CONTENTS
S.No Topic . 1 2 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Abstract Objectives Introduction Company Profile Product Profile SWOT Analysis Research Methodology Research Objective Research Design Data Collection Methods Analysis & Findings Personal Observations Recommendations Conclusion Limitations Questionnaire Used Bibliography Page No. 5 6 7 12 17 30 31 35 36 37 39-52 53 54 55 56 58-59 60

ABSTRACT
Coca Cola has come a long way since its beginnings, from selling nine bottles a day to currently over 800 million. In this project, we perform a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. We provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These recommendations include: Pursuing a multi-pronged marketing strategy

Quality of the products should be improved and the ingredients of the products should be mentioned on the products so that the consumers might be aware of the products they are consuming

The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute.

The main objective of this study lies in understanding the organization. This project is based on information collected from primary and secondary sources.

OBJECTIVES

CHAPTER 1

INTRODUCTION

DEMAT ACCOUNT

CHAPTER-2

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SWOT ANALYSIS
Strengths
Cost advantage Effective communication High R&D Online growth Loyal customers Weaknesses Market share leadership Diseconomies to scale Strong management team Not innovative Strong financial position Not diversified Pricing Ubiquitiouegory, products, services Real estate high employee turnover Reputation management less small investors Unique products less competitive diverse products and offers for the employees not properly skilled customers infrastructure not up to the mark strong brand recall strong reach to the masses nationwide reach of the masses among the top 5 brokerage houses in the country good will

Opportunities
Financial markets (raise money through Threats debt, etc) Competition Innovation Cheaper technology Online Economic slowdown Product and services expansion External changes (government, politics, penetration in developing cities taxes, etc) increase in awareness of people about Exchange rate fluctuations stock market Lower cost competitors or imports increase in wealth Price wars positive market sentiments Product substitution growth of technology and awareness increased internet usage

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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information collected from primary and secondary sources. After the detailed study, an attempt has been made to present comprehensive analysis of Coca cola. In data collection two methods are used, one is qualitative and one is quantitative method. In quantitative technique, analysis tool to find the market share of Coca-Cola in areas covered under VITAL. In collecting requisite data and information regarding the topic selected, I visited 43 shops and collected the data. For this study, the survey was conducted in the entire city of Pilibhit covering all the categories including students, working professionals etc. The sample was randomly selected from Agra district & respondents were in the age group of 18 to 60+ years. The responses of the respondents were recorded on a pre-coded structure questionnaire by the part-time casual interviewers trained for this purpose. The data in the coded form were collected from the interviewers compiled and analyzed While selecting the respondents due care was taken to give proper representation to female respondents as well as different age groups & occupational categories.

Research Methods versus Methodology It seems appropriate at this juncture to explain the difference between research methods and research methodology. Research methods may be understood as all those methods/techniques that are used for conduction of research. Research methods or techniques*, thus, refer to the methods the researchers 12

*At times, a distinction is also made between research techniques and research methods. Research techniques refer to the behaviour and instruments we use in performing research operations such as making observations, recording data, techniques of processing data and the like. Research methods refer to the behaviour and instruments used in selecting and constructing research technique. For instance, the difference between methods and techniques of data collection can better be understood from the details given in the following chart Type Methods Techniques 1. Library (i) Analysis of historical Recording of notes, Content analysis, Tape and Film listening and Research records analysis. (ii) Analysis of documents Statistical compilations and manipulations, reference and abstract guides, contents analysis. 2. Field (i) Non-participant direct Observational behavioural scales, use of score cards, etc. Research observation (ii) Participant observation Interactional recording, possible use of tape recorders, photo graphic techniques. (iii) Mass observation Recording mass behaviour, interview using independent observers in public places. (iv) Mail questionnaire Identification of social and economic background of respondents. (v) Opinionnaire Use of attitude scales, projective techniques, use of sociometric scales. (vi) Personal interview Interviewer uses a detailed schedule with open and closed questions. (vii) Focused interview Interviewer focuses attention upon a given experience and its effects. (viii) Group interview Small groups of respondents are interviewed simultaneously. (ix) Telephone survey Used as a survey technique for information and for discerning opinion; may also be used as a follow up of questionnaire. (x) Case study and life history Cross sectional collection of data for intensive analysis, longitudinal collection of data of intensive character. 3. Laboratory Small group study of random Use of audio-visual recording devices, use of observers, etc. Research Behaviour, Play And Role Analysis 13

From what has been stated above, we can say that methods are more general. It is the methods that generate techniques. However, in practice, the two terms are taken as interchangeable and when we talk of research methods we do, by implication, include research techniques within their compass. 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 research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why. Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not. All this means that it is necessary for the researcher to design his methodology for his problem as the same may differ from problem to problem. For example, an architect, who designs a building, has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what basis he selects particular size, number and location of doors, windows and ventilators, uses particular materials and not others and the like. Similarly, in research the scientist has to expose the research decisions to evaluation before they are implemented. He has to specify very clearly and precisely what decisions he selects and why he selects them so that they can be evaluated by others also. From what has been stated above, we can say that research methodology has many dimensions and research methods do constitute a part of the research methodology. The scope of research methodology is wider than that of research methods. Thus, when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explain why we are using a 14

particular method or technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others . Why a research study has been undertaken, how the research problem has been defined, in what way and why the hypothesis has been formulated, what data have been collected and what particular method has been adopted, why particular technique of analysing data has been used and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study.

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RESEARCH OBJECTIVES
The purpose of research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into a number of following broad groupings: 1. 2. 3. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies); To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies); To determine the frequency with which something occurs or with which it is with something else (studies with this object in view are known as diagnostic research studies); 4. To test a hypothesis of a causal relationship between variables (such studies are hypothesis-testing research studies). Thus in the present scenario, the research objectives can be summarized as below To find out Market comparison of all the available brands of the soft drinks in the market. The second objective of my report is to find out the brand availability of Coca Cola vis -a vis Pepsi. known as associated

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RESEARCH DESIGN
A research design is a framework or blueprint for conducting the research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve research problem. On the basis of fundamental objectives of the research we can classify research design into two general types: 1) EXPLORATORY RESEARCH 2) CONCLUSIVE RESEARCH Exploratory research is one type of research design, which has its primary objective the provision of insights into, and comprehension of, the problem situation confronting the researcher. Conclusive research is designed to assist the decision maker in determining evaluating and selecting the best course of action to take in a given situation. Conclusive research can be further divided into two types: Descriptive Experimental

The research design used in this project is a DESCRIPTIVE DESIGN. Descriptive study as the name implies is designed to describe something-for example the characteristics of users of a given product, the degree to which the product varies with income, age, etc. 18

DATA COLLECTION METHODS

The success of any project or market survey depends heavily on the data collection and analysis. It is necessary that the data collected is a reliable data in order to achieve the research objective. All data sources can be classified into two data: 1. PRIMARY DATA 1) 2 SECONDARY DATA

PRIMARY DATA: -Primary data is the data which are fresh and collected for the first time, and are original in character. There are various Primary data collection techniques, which have helped in data gathering. The primary data collection techniques used in the project is as follows: a) PERSONAL INTERVIEW METHOD b) QUESTIONNAIRE METHOD c) OBSERVATION METHOD

2)

SECONDARY DATA- Secondary data are those data, which have been already

collected or published for the purpose other than specific research need at hand .This data is simply used up by the researcher for his purpose of collected the data and its use is now not the same The secondary data source here in this project are:a) MAGAZINES b) WEBSITES c) JOURNALS

SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to question to survey and to control the variances. According to this projects/ surveys the analytical, interpretive/objective design was chosen.

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Sample Size
Our project Guide, keeping in view the time consideration, determined the size of the sample arbitrarily. The sample size I have taken 100 units.

Sampling Techniques For the study we have taken a sample size of 50 respondents pose non probability sampling technique. Further we also applied convenience sampling, judgment sampling, as a part of non probabilistic sampling techniques.

Research Instruments Questionnaire-A printed questionnaire was their to make the survey.

Sampling plan Sampling unit - Randomly Selected Respondents. Sampling size- 100 Sampling procedure-Random sampling Sampling method- Survey.

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DATA ANALYSIS

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CONCLUSION
As far as I can conclude this study I strongly feel thatr soft drink market is highly diversified. Although it seems that Coca-cola is the market leader in the study area, it lacks the necessary innovative marketing techniques being adapted by its main business rival Pepsi. However, Coca-cola has managed to capatalise its global brand image and is currently the market leader. .

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LIMITATIONS

ANNEXURES

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QUESTIONAIRE

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BIBLIOGRAPHY

Business Today Corporate World Business Times www.wikipedia.org www.economictimes.indiatimes.com http://www.trustline.in/

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