CONTENTS CHAPTER-1 ……………………………………………2- 07 • Objective of study • Scope of study • Executive Summery CHAPTER- 2……………………………………………8- 42 • Introduction • Industry Scenario & Company Profile • Product Profile CHAPTER-3…………………………………………...43- 78 • Research methodology & Sample design • Factor analysis • Data Analysis CHAPTER- 4…………………………………………..72- 82 • Findings • Suggestions & Recommendations CHAPTE R- 5…………………………………………..83 -84 • Limitation of the study CHAPTER- 6…………………………………………..85- 92 • Conclusion • Annexure • Bibliography [1] CHAPTER-1 OBJECTIVE OF THE STUDY [2] OBJECTIVES OF THE STUDY The survey was conducted at Mula Ali region in Hyderabad keeping following objectives in view: ➢ The survey was done to know the current status of activation element of coca cola in the outlets. ➢ To know the effect of the activation elements of coca cola in market. ➢ To increase incidence through effective utilization of activation elements of coca cola in the outlets. ➢ To ensure the visibility of coca cola products in the outlets. ➢ To find out the present status of Coca-Cola brands in the retail outlets. [3] SCOPE OF THE STUDY [4] SCOPE OF THE STUDY This study has been done at Maula-Ali region in Hyderabad only. During the study I went through different aspects. The study would be only a drop in the ocean that can help to understand the current status of activation elements of Coca-Cola in retail outlet. The study can be conduct on the national basis also with large sample size & sufficient time by taking feedback of many retailers which sell Coke products. There are some important aspects of this study which are as follow— ➢ This study will help to the company to know about their new concepts position in the market. ➢ This study will help the company also to know about its promotional activities. ➢ Through this study company will know about the visibility of its products in the market ➢ During my project I came to know about coke market share in twin cities. ➢ This study will help the company to increase the sales through effective utilization of activation elements. [5] ➢ During my project I came to know about Pepsi-Co Marketing strategy that is the biggest competitor of Coca-Cola. [6] EXECUTIVE SUMMARY EXECUTIVE SUMMARY Selling the product is not as important as awareness about the product. Awareness creates the demand itself. To spread the awareness of the products companies carry out some promotional activities through Television, Radio, News paper, Magazines, Exhibition, Posters etc. This plays a key role to spread the awareness about the product to the public or target customer. In soft drink industry promotion participate a very crucial part. Every soft drink company bring into play promotional activity to promote their product in the market. In soft drink industry Coca- Cola enjoys the biggest soft drink company in the world. [7] This era is the era of competition. All the companies are competing with each other. They are using different promotional tools and technique to be the market leader. In beverage industry there are two major players Coca-Cola and PepsiCo. Where Coca-Cola have no.1 position in the world as well as in India. Company wants to grasp more market share, for that purpose company have launched new sales promotion concept recently in the market. According to this concept company provides some tools like Flange, table top, Ariel mobile hanger, three tier racks etc. to the retail outlet to display the product in outlets. And retailers have to maintain these red elements with coke products in outlets. This helps in increasing the sale of the products. Market provides a key to gain actual success only to those companies which match best to the current environment i.e. “imperative” which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on the availability of good quality products and excellent services, which further attract and add a golden opportunity for huge sales. This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year. This report introduces a brief study of promotion tools &technique of Coca-Cola for retailers. The study report will provide an opportunity to know retailers psychographic needs, it may provide an opportunity to the Coca-Cola to frame a good future plan to satisfy maximum needs, taste preferences of the retailers and established its guiding role in the market of Maula-Ali region Hyderabad. An Analysis report provides detailed information about prevailing status of promotional tools of company in the outlets. And which channels need to focus more so that company can meet with its desired destination. Thus the company has to prepare itself to meet the market challenge by making adjustment in its new strategy and promotions activities. CHAPTER-2 [8] INTRODUCTION TO THE TOPIC INTRODUCTION [9] This project is made on the project title “Increasing Incidence Through Effective Utilization Of Activation Element Of Coca-Cola” The purpose of this project is to know the current status of activation element of coca cola in the outlets as well as to provide the elements to those outlets which they don’t have. These are the promotional tools of coca cola which are being used to promote sales of coca cola products. By providing these promotional tools the company wants to display coke product in the outlet and make aware about its new as well as existing product to the population. These promotional tools are very helpful to increase the sale. In this modern era promotion plays a key role to boost the sale. Therefore every soft drink company is taking interest in promotional activities to increase the sale. Consumption of soft drinks has increased tremendously in India. Every age of group like it, now days it become a household necessary item. In field of marketing many kind of surveys are conducted by Coca-Cola team time to time. This is end & last feedback for any kind of organization. By the specific survey, Coca-Cola organization wants to know about the right picture of market. This work study provides extensive information about the position of company’s brand and its promotional tools in the outlet. [10] INDUSTRY SCENARIO AND COMPANY PROFILE [11] SOFT DRINK INDUSTRY IN INDIA INTRODUCTION The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumer’s throughout the country, and of all ages. The industry has been comprised of all Indian Soft- Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90’s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola. THE CHRONOLOGY OF SOFT DRINK SCENARIO IN INDIA 1977 :- Refusing to dilute its equity stake, Coca-Cola winds up its operations in the country. ➢ Thums-Up from Parle and Campa-Cola from Pure Drinks launched. 1986:- An application for a soft drink cum snack food joint venture by Pepsi. Voltas and Punjab agro is submitted to the Indian Government. 1988:- Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government. ➢ Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone. [12] 1990:- Coca-Cola and 7 Up launched in limited market in North India. The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable. 1991:- Britco food files an application before FIPB to set up a new 50 crore facility in Maharashtra. Pepsi extends its soft drink reach on national scale. Products launched in Delhi and Bombay. ➢ Britco foods application cleared by the FIPB, and Pepsi start initial negotiations for a strategic alliance but talks break off after a while. 1993:- Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in about two years. ➢ Coke files an application for a 100% owned soft drinks Company with FIPB, Decides to part ways with Rajan Pillai. The Government clears the Coke application in record time. ➢ Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength. ➢ Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teem flavors. Sweeps off the 100ml segment over Pure Drinks. ➢ Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan. ➢ Fountain Pepsi launched in the Northern part of India. ➢ Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for Coca- Cola. ➢ Pepsi jump up in to Mineral Water name Aquafina. [13] 2000:- Coca-Cola Indian has registered a growth of 18th percent in its net sale during the first quarter of the current fiscal year. ➢ Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective. 2001:- Coca-Cola upgraded from 1.5 ltr. to 2 ltr. HISTORY OF COCA-COLA This history begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent.