SRJHS&EL/BIMONTHLY / D. B. BAGUL(174-181) Dec-2013, Vol. -I, ISUE-I www.srjis.com Page 174 A RESEARCH PAPER ON “SCOPE FOR HORIZONTAL EXPANSION FOR COCA- COLA IN UPCOUNTRY REGION” D.B.Bagul, Ph.D* “Director”‚ RJSPM, Institute of Computer and Management Research, Alandi‚ Pune Abstract This researchis "Scope for horizontal expansion for coca cola in Upcountry Region”. The research was carried out at Hindustan Coco Cola Beverages Pvt. Ltd. The duration of the research was of two months i.e. 15/04/2014 to 15/6/2014As a tool to gain advantage over the competitor's expansion and intensive distribution is necessary so as to cater to the needs of all the customers in the market. The objective of this research is to activate new outlets for the coco cola company and also to understand how the selling and distribution function are carried out for coca cola in Upcountry region. The researchalso aims at understanding each retailers and the end consumer's satisfaction with the service, their focus brand and brand equity of coco cola. The method adopted for the data collection was the survey method and research instrument was the Questionnaire. The data collected through the survey was then analyzed and the information was generated and presented in the Graphical format. This research yields some very useful conclusion that has been mentioned later. A viability of the product was one of the major factor in purchase as the competitors’ products is almost same. Greater scope for Expansion was seen in rural areas as it is still untapped and increasing brand awareness among all people.Further the survey involves both quantitative as well as qualitative research so as to get a vivid picture of the entire scenario. Quantitative research was carried out through well-structured and designed questionnaire. Data collected from the survey was analyzed and conclusion is drawn‚ based on the information and analysis made the recommendation and suggestion were put across to the company showing ways to expand and improve the selling and distribution of coca cola. Keywords: Beverage, F.M.C.G, C.S.D, E.D.S, S.K.U, S.G.A, C.P.G, R.G.B, Introduction Before we discuss the topic let us understand the fundamental aspect of the Coca- Cola Company's marketing strategy. In the FMCG sector beverage is one of the toughest branch. It deals with the two-way system. In the other system once the goods are sold, the responsibility