Ashish Project

86
“A Study On Effect of RED Norms on the Growth Of Coca cola” VISHWA VISHWANI INSTITUTE OF SYSTEM AND MANAGEMENT Under the Guidance of (Prof. Sunitha Ratnakaram) Submitted to the FACULTY OF BUSINESS MANAGEMENT In partial fulfillment of requirement For the award of the POST GRADUATE DIPLOMA IN MANAGEMENT July 2011 SUBMITTED TO -: SUBMITTED BY-: SUNITHA RATNAKARAM ASHISH PRAJAPATI

Transcript of Ashish Project

Page 1: Ashish Project

“A Study On Effect of RED Norms on the Growth Of Coca

cola”

VISHWA VISHWANI INSTITUTE OF SYSTEM AND

MANAGEMENT

Under the Guidance of (Prof. Sunitha Ratnakaram)

Submitted to the

FACULTY OF BUSINESS MANAGEMENT

In partial fulfillment of requirement For the award of the

POST GRADUATE DIPLOMA IN MANAGEMENT

July 2011

SUBMITTED TO -: SUBMITTED BY-:

SUNITHA RATNAKARAM ASHISH PRAJAPATI

Page 2: Ashish Project

PREFACE

Summer Training in any organization is an attempt to provide the student a

practical Input and Exposure to the Real world situation in which he has to

work in future.

My training in COCA-COLA was an attempt in this regard. The project work

provided to me was a survey titled based on R.E.D. – Right execution daily

it was to find out the Effect of RED Norms on the growth of coca cola

/Bottom outlet performance , Perfor mance/1.25ltr sprite m m n f , juice

availability , Marketing element and prime position, across various outlets

under 7 distributors Varanasi City.

The Extract of the work is presented in this report under various headings as,

Introduction, Company’s Profile, Project Introduction, Methodology, Data

analysis, Suggestions and Conclusions.

This report provides me a chance to study and analyses the practical aspects

of the topic (Effect of RED NORMS on the Growth of Coco Cola). It

enhanced my knowledge in the field of marketing. This project also gave me

the chance to improve logical thinking and interacting patterns.

While working on the project, we came to know about the latest marketing

strategies and trends prevailing in the market. The way of selling and

distribution network of Coca Cola was different.

2

Page 3: Ashish Project

DECLARATION

I, Ashish Prajapati , hereby declare that this project titled Effect of red

norms on the growth of the coca cola is an original work carried out by

me , under the guidance of Prof sunitha (Designation of the professor) . The

report submitted by me is a bonafide work carried by me of my own efforts

and it has not been submitted other Universsity or published any time before

Ashish Prajapati

Redg no- 6154

Date:

Place:

3

Page 4: Ashish Project

CERTIFICATE

Certified that this Project titled “ A Study On Effect of red norms on the

growth of Coca-cola” is the bonafide work of “ashish Prajapati”, who

carried out the research under my supervision, certified further, that to the

best of my knowledge the work reported here is does not form part of any

other thesis or dissertation on the basis of which a degree or award was

conferred on an earlier occasion on this or any other candidate.

Signature of the Faculty Guide

Sunitha Ratnakaram

Date:

Place

ACKNOWLEDGEMENT

4

Page 5: Ashish Project

This project report bears the imprint of many people who were either directly

or indirectly involved in the successful completion of this project work.

I wish to accord my sincere gratitude to Hindustan Coca Cola Beverage

Private Ltd. Varanasi, for accepting me as Summer Trainee in their esteemed

organization. I expressed my sincere indebtedness to Mr. Anoop Mishra,

(STL.) of coke for his able guidance & active association & constructive

suggestions, which immensely helped in the preparation of this project at all

stages.

I am thankful to Mr ram singh who have given me ample guidance in

preparation of this project.

I shall always remember the valuable help given to me by all this

associates.Especially capability development executive Mr.ram singh giving

shapes in this report.

I am grateful to Hindustan Coca Cola Beverages Pvt. Ltd., Authorities for

throwing their gates open to all facilities & giving me an opportunity to work in

a congenial during the course of my involvement in this project report.

ASHISH PRAJAPATI

EXECUTIVE SUMMARY

5

Page 6: Ashish Project

This project high lightens the importance of effect of red norms on the growth

of coca cola. This project also highlights the promotional activities that were

carried out during thelaunching of the new products and to increase the

market share of their existing products. This project deals with the various

aspects of marketing and sales.R.E.D. survey, we mean that, other than doing

the fresh marketing activities, creating new consumer & customer, doing new

promotion and Advertising is done in relation to the 4 P's of marketing that is

Product, Price, Place, Promotion. There exist some opportunity in the

marketing activity done by the company in the past. In R.E.D. (RIGHT

EXECUTION DAILY) rather than doing fresh marketing activities gaps are

found in the alerting system for product, place, and promotion activities done

by the company in the past and corrective actions are taken accordingly .In

R.E.D. survey While doing the trade in its present manner, opportunities are

found for tilling up the gaps in the existing system, and efforts made in order

to remove the deficiency by doing the marketing activities.

CONTENT

6

Page 7: Ashish Project

CHAPTER NO TITLE PAGE NO

CHAPTER 1 INTRODUCTION 10- 16

General Introduction

Objective of study

Need of study

Scope of study

Limitation of study

CHAPTER 2 RESERCH

METHODOLOGY

18- 21

CHAPTER 3

COMPANY PROFILE 23- 30

INDUSTRY PROFILE 31- 33

LITERATURE REVIEW 34- 47

CHAPTER 4

DATA ANALYSIS 49- 82

CHAPTER 5

FINIDINGS 83

SUGGESTION 84- 85

CONCLUSION 86

QUESTIONNAIRE 87- 90

BIBLIOGRAPHY 91

7

Page 8: Ashish Project

CHAPTER -1

INTRODUCTION

INTRODUCTION

8

Page 9: Ashish Project

Beverage industry is one of the fast growing industries in India .it can be

divided into two sections i.e. carbonated and non-carbonated. the carbonated

drinks that can be further classified into cola, lemon orange, mango and apple

segments.

Marketing includes all the activities like promotion, distribution, advertising etc.

To fulfill all the segments of consumers. Marketing is also to convert social

needs into profitable opportunities. So this topic provides all the essentials to

theoretical knowledge with practical knowledge and to inculcate the efficiency.

it is also requirement for the company to improve their service and product

quality for achieving their ultimate goal.

As far as the soft drink market is concerned, it is facing the cut throat

competition because of the availability of a large number of indirect as well as

direct competitors. Single company offers the soft drink to the market in

different taste and flavors. In this industry entire range of flavors are produced

by other competitors also. More often it becomes impossible to differentiate

between the same flavors of two different brands, when served in plane

container, range also. All these factors together make the situation

complicated. besides both corresponding brands have the similar price.

Objective of study

9

Page 10: Ashish Project

Any project work to be carried out in any organization or in any fieldwork in

the market has certain per decided and specified objective, which is to be

attained. The whole survey or fieldwork is designed in accordance with that

objective .The whole survey is broken down in two various parts, which

individually contribute to that project's objective. The objective laid down helps

to solve the problems that exist in the organization. This problem provides the

foundation for the project and the projective.

The various things that are to be done in any survey, the various components

of the problem and the project objective provide the base for deciding the

scope of the project. The scope of the project varies from project to project,

the scope are the limit with in which the person carrying out the project has to

work. It provides the person various things that are to be done. Under project

it is basically the subdivision of the project objective. The project provided me

by the company is titled as :

"Effect of red norms on the growth of coca cola’’

By R.E.D. survey, we mean that, other than doing the fresh marketing

activities, creating new consumer & customer, doing new promotion and

Adventuring is done in relation to the 4 P's of marketing that is Product, Price,

Place, Promotion. There exist some opportunity in the marketing activity done

by the company in the past. In R.E.D. (RIGHT EXECUTION DAILY ) rather

than doing fresh marketing activities gaps are found in the alerting system for

product, place, and promotion activities done by the company in the past and

corrective actions are taken accordingly .In R.E.D.. survey While doing the

trade in its present manner, opportunities are found for tilling up the gaps in

the existing system, and efforts made in order to remove the deficiency by

doing the marketing activities.

The main objective of this RED project is to increase the sales of

the company.

To advertise the various products of the company.

To find out the present sales status of ThumsUp, Coke, Sprite, Limca,

Fanta, Maaza at the retail outlets in the area..

10

Page 11: Ashish Project

To collect data from retailers for the activation of new channels of

distribution.

To study the pre-sale concept of the coke.

.

The data collected includes both the major companies operating the industry,

Coca-Cola and PEPSI. Under the project work the data to be collected

through the Questionnaire was basically related to four things: - Cooler

Purity, Cooler Display, Warm & Outside Display, POS Display and

Product availability.

Cooler Purity & Cooler Display: Here cooler purity means whether the

products available in the cooler / fridge is of the same company to which the

fridge belongs or of any other company's product is also available. It is

measured in the (%) terms i.e. 0%, 50%, 75% and 100% purity. The other

thing includes display of the products on the top of the cooler, product inside

the cooler on top shelf, 2nd shelf and 3rd shelf.

Warm and Outside display: The warm displays represent the display of the

product in various packs and flavours inside the outlet, whereas the outside

display is the no of crates present outside the store. In the project the warm

display is considered according to the various flavors in which Coca-Cola

product is available. The COLA brands, non - cola brands, focus brand and

water display so considered for inside / warm display. For outline display

minimum no. of crates to be present is considered as 4. .

POS Display: For POS Display, POS material is material from the company

provided for advertising like glow signs, posters, dangles, banners, scheme

publicity material, calendars and others POS materials. He data collected

through the close ended Questionnaire about the venous heads explained is

answered as yes or no for various things weather it is there or not.

Need of Study

11

Page 12: Ashish Project

The study is limited to eastern region of coca cola which is a multinational

company, so the area plays as a constraint in the study.

The time period allotted for the study was only of two months, which may

provide a deceptive picture in comparison of the study based on long run.

The study was based on both primary and secondary data but the relevance

of the secondary data may not be justified.

The success of any survey depends upon the quality and integrity of the

surveyor who collect the basic data by expressing the subject under the study

and on the respondents who provides the data required by filling up the

questionnaire .

The accuracy of the data collected solely depends upon the

cooperation and truthfulness of the person who is being interviewed

How did the product get accessible to every retailer?

Which model is effective to deliver the product to the potential retailer?

Did the potential retailer feel that the brand is important to purchase?

Which attribute of our services that make to potential buyer to prefer

the particular product?

Did the potential customers felt that the branded product matches their

expectations?

How the supply chains influence the market?

What is the effect of the competitor’s product?

Are the potential retailer and wholesalers are satisfied with the supply

chain, services quality etc

Scope of the study

12

Page 13: Ashish Project

The study helps to evaluate the merchandising and productivity

activities of soft drinks.

The study finds out which way of supply chain is required to get new

customers in entire Varanasi.

The study finds out the perceptions of retailer towards the new

products of coca-cola (MMNF).

This study also helpful to identity specific choice of buyer.

It will be useful in finding out the factor influencing the purchase

intention of products.

The study will help the company to find the more reaching sources of

productivity

Limitations of Study

Sales and distribution is an integral part of marketing. Here, Coca Cola the

leading brand in soft drinks worldwide. Coke has maintained its brand image

with high precision. The marketing strategy of Coke is very stringent than

others. The main features in their marketing by their offerings and its sales

and distribution.

It’s my gratitude to work with Coca Cola company specially in marketing

department. I have been placed their in sales and distribution department for

my internship. The research work was not so easy as Coca Cola is very strict

in their marketing policy.

In the beginning the main reason for conducting this study was to know the

proper allocation of distribution to the suppliers and also to know about the

products sales.

Further, it is to understand the availability of the product and to check out that

there is the proper advertising of the product and also to know the working

condition of the visi cooler provided by the company.

Also to know the various scheme provided by the Coca Cola is really applied

in the market or not. And to compare the schemes with Pepsi products.The

study is done to understand the problem of the retailers, anunderstanding the

pre-sale conceptwell as the behaviour of the respondents also played as a

constraint during the research

13

Page 14: Ashish Project

14

Page 15: Ashish Project

Chapter -2

Research Methodology

15

Page 16: Ashish Project

RESEARCH METHODOLOGY

Operational Setup-

The success of any survey is depends upon resources, quality and timing and

integrity of the surveyor who compiles the primary data. So it is a very

important task is to manage all the available resources which make impact on

the quality of survey.

Approach-

The approach behind a surveyor the project varies with the purpose of the

survey. Under this report, "quantitative" approach is used which is concerned

with the objective assessment of the availability and display that is clearly

visible and can be easily quantified. No subjective assessment is involved in

this report.

Place-

The survey was conducted at 32 retailer outlet in varanasi city.

Area of survey-

For performing any survey a sample is selected from the population. All the

consumers are chosen from different location of the varanasi City.

Planning:

For a successful compilation and best result within a limited time the planning

was must. In this way the first step was to design an appropriate data form we

can say it questionnaire that covers all the mandatory areas of information

that is to be analyzed. The data form which I was used to collect data was

designed by me and my immediate supervisor.

Schedule:

16

Page 17: Ashish Project

To achieve the desired goal it was necessary to make schedule of tasks

which were handed over to us. So keeping in view the original objective, the

content of the schedule was prepared. Then I and my group members

collected data from the desired field. Since the data form distribution and

collection was an official work so it was a time taking process. In the

meantime it was our work to keep in touch with our fields.

Sampling Design :

Design is the plan, structure & strategy of investigation conceived so as to

attain answer to questions' to survey and to control the variances. According

to this project's / survey's purpose the analytical, interpretive/objective design

was chosen.

Data Collection Method:

The two sources for data collection are documentary or secondary and field or

primary is used. Because I have to collect the information, which is fickle in

nature, the availability and display of the product changes even each and

every day, therefore questionnaire is selected as the survey instrument. The

forms used for the survey were close-ended questionnaire consisting of

various items.

I have covered varanasi city & took data of different it was great to visit

company like "Coca-Cola", season like "Summer" and product like "Cold

Drink", combining all the factors together make the sample design for the

project very important for the real extract from the market. According to my

judgment and to cover all the major areas the sample was selected. The

sample size was 90 consumers.

Statistical Tools:

Representation of statistical data by diagram, graphs, charts or pictures is

more effective than tabular representation being easily intelligible to a layman,

indeed diagrams is most essential whenever it is required to convey any

statistical information to the general public.

17

Page 18: Ashish Project

The more important types of diagram which are use in statistical work are:-

1. Bar Diagram:

Mode of diagrammatic representation of data is the bar diagram. In this

method bar of equal width are taken for the different items of the series. The

length of the bar represents value of the variables concerned.

2. Pie Chart:

It is a circle whose area is divided proportionately among the different

components by straight lines drawn from the center to the circumference of

the circle. When statistical data are given for a number of categories and we

are interested in the comparison of various categories or between a part of

the whole, such a diagram is very helpful in effectively displaying the data.

Sample Size : 90

Type of Sampling : Random

18

Page 19: Ashish Project

CHAPTER 3

COMPANY PROFILE

INDUSTRY PROFILE

LITERAURE REVIEW

19

Page 20: Ashish Project

3. COMPANY PROFILES

HISTORY OF COCA-COLA

The world has changed in many ways since pharmacist, John Syth

Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. The name and the product mean so many things to hundreds of

Millions of consumers around the globe. Coca-Cola products are served more

than 705 million times every day, quenching the thirsts of consumers in more

than 195 countries in every climate. That's a long way to come after such a

modest beginning...

 May

1886

- Pemberton concocted a caramel-colored syrup in a three-legged brass

kettle in his backyard. He first "distributed" the new product by carrying

Coca-Cola in a jug down the street to Jacobs Pharmacy. For five

cents, consumers could enjoy a glass of Coca-Cola at the soda

fountain. Whether by design or accident, carbonated water was

teamed with the new syrup, producing a drink that was proclaimed

"Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper,

Frank M. Robinson, suggested the name and penned, in the unique

flowing script that is famous worldwide today, "

1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.

Pemberton sold 25 gallons of syrup, shipped in bright red wooden

kegs. Red has been a distinctive color associated with the No. 1 soft

drink brand ever since.

1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of

the Coca-Cola business for $2,300. Pemberton was forced to sell

because he was in a state of poor health and was in debt. Within four

years, Candler's merchandising flair helped expand consumption of

Coca-Cola to every state and territory.

1893 - In January "Coca-Cola" was registered in the U.S. Patent office.

1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most

20

Page 21: Ashish Project

recognized trademark.

1919 - The Coca-Cola Company was sol a group of investors for $25 million.

1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest

Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert

Woodruff, who would be president for six decades.

Woodruff's leadership took the business to unrivaled heights of commercial

success, making Coca-Cola an institution the world over.

During the Woodruff era, Mr. Woodruff made a promise to the armed forces

of the United States to supply Coca-Cola to every serviceperson. He said that

costs and location did not matter; he supplied 5 billion bottles to the service.

1925 - 6 Million Coke's sold per day.

1927 - The first Coca-Cola radio advertisement.

1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.

1943   On June 29, an urgent cablegram arrived from General Dwight

Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-

Cola bottling plants to serve American servicemen overseas. 

Eventually, 64 plants were set up during WWII.

1950 - Advertising on the television began. Currently Coca-Cola is

advertised on over five hundred TV channels around the world.

1961 - Sprite was introduced.

1971 - The song "I'd like to Buy the World a Coke" was released.

1978 - The two liter bottle was introduced, and during that same year the

company also introduced plastic bottles

1982 - Diet Coke was introduced in July.

1985 - The Coca-Cola Company made what has been known as one of the

biggest marketing blunder. They stumbled into a new formula in efforts

to produce diet Coke. They put forth 4 million dollars of research to

come up with the new formula.

The new formula was a sweeter variation with less tang, it was also slightly

smoother. The factor that influenced the change was that Coke's market

share fell 2.5 percent in four years. Each percentage point lost or gain meant

200 million dollars. This was the first flavor change since the existence of the

Coca-Cola company. The change was announced April 23, 1985 at the

21

Page 22: Ashish Project

Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and

newspaper reporters attended this very glitzy announcement.

The change to the world's best selling soft drink was heard by 81 percent of

the United States population within twenty-four hours of the announcement.

Within a week of the change, one thousand calls a day were flooding the

company's eight hundred number. Most of the callers were shocked and/or

outraged, many said that they were considering switching to Pepsi. Within six

weeks, the eight hundred number was being jammed by six thousand calls a

day. The company also fielded over forty thousand letters, which were all

answered and each person got a coupon for the new Coke. Many American

consumers of Coca-Cola asked if they would have the final say. When Pepsi

heard that the Coca-Cola company was changing its secret formula they said

that it was a decision that Pepsi tastes better. Roger Enrico, the president

and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to

declare the victory.

Coca-Cola management had to decide: Do nothing or "buy the world a new

Coke". They decided to develop the new formula.

1985 - July 10, eighty-seven days after the new Coke was introduced, the old

Coke was brought back in addition to the new one. This was greatly

due to dropping market share and consumer protest. The market

share fell from a high of 15 percent to a low of 1.4 percent. This was

said to be a classic marketing retreat. Coca-Cola executives admitted

that they had goofed by taking the old Coke off the market. The Coca-

Cola company's eight hundred number received eighteen thousand

calls of gratitude. The comeback of old Coke drove stock prices to the

highest level in twelve years. This was said to be the only way to

regain the lead on the cola wars.

1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.

1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of

Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of

the Olympics.

CSR (COMPANY SOCIAL RESPONSBILITY)

22

Page 23: Ashish Project

One great earmark that the Coca-Cola Company has is helping the people of

Atlanta. They accomplish this through scholarships, hotlines, donations and

contributions.

Another large accomplishment that the Coca-Cola has, is being the first

company to make and use recycled plastic bottle

JOHN PEMBERTON

COKE IN INDIA

Despite the formidable track of its parent $18 billion giant in Atlanta USA.Coke

India record 1800 crore soft drink makers is prominent.Cocacola entered in

India market after 16 years from Hathras Dec 1993.Cocacola became the

undisputed leader of the Indian soft drink market because of their aquiring

rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a

bill of 140 crore, coke picked by five brands Thums up, limca, Goldspot, Citra,

Maaza with a combined rate of 65% with Thumsup alone accounting for 56%

then 650 crore segment.

BENCHMARK

Cocacola ranks no.1 brand in the world by the business world survey

followed by companies like Microsoft and IBM.

Cocacola is the market leader in the whole world in beverage industry.

Business week magazine ranks Cocacola on 4th position in Indian

FMCG industry.

Cocacola enjoys approx 60% market share in Indian beverage

industry.

Hindustan Coca-Cola Beverages Pvt. Ltd

23

Page 24: Ashish Project

In the network of the Coca-Cola system, Coca-Cola has either of the two

bottling operation done far the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when coca cola re enters Indian market, done a lot of changes in

the existing system of the soft drink market prevailing in India, by acquiring

the major brands and the bottling operations from Parle. After this company

founded some of it’s own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by

purchasing other bottling operations, all around India and introduces new

technology in them. These bottling plants are called Company Owned and

Operation Bottling Operation. Company has full ownership and operational

right for these type of operations. The other type of bottling operation for the

company are called Franchise Owned and Operated bottling Operation, to

these, the company has given the right to produce the product for the

company and to supply with in the territory assigned by the company.

Company has no ownership or operational right/control over these.

In India Company have 26 COBO and 14 FOBO operations for the production

and control of the whole operation in India. These are divided in to various

zones that are given in the marketing mix section of this report.

DEPARTMENTATION IN Hindustan Coca Cola Beverages Pvt. Ltd.

The Mundka Depo Unit is divided into many departments for their smooth

working. The Plant is basically COBO for 200 ml, 300 ml & 1 Litre packing and

rest of the products are sourcing from other its COBO & FOBO unit. All the

departments and their workings are briefly described as follows:

FINANCE:

24

Page 25: Ashish Project

Finance department performs the activities in management of Accounts

Receivables, Claims and expenses, Fixed Assets management & their

depreciation, Transportation, arrangement of raw material as through supply

chain, computer networking management, Taxation, etc. Above all these

functions checking authority verifies all these activities and approves it for final

actions.

HUMAN RESOURCE (HR) –

HR department works in Recruitment & selection, Training & Development,

Performance Appraisals, objective setting leading to management Incentive

plan, wages & salary administration, Disciplinary Actions, Statutory

compliance, ISO documentation, assisting in civil & criminal litigation, handling

of contract labour .

And worker related issues, employee welfare, community development

projects, policy implementation, internal & external environment etc.

PRODUCTION –

The manufacturing of different types of Brands of soft drink comes under the

Production department. It comprises the process of Water Treatment, Syrup

preparation, Container Washing, Mixing & Proportioning, Filling & Crowning

and then the Final Inspection of the product.

SHIPPING –

This department is also termed as Dispatch Section. Goods are received and

dispatched from shipping. It works in receiving of products from other unit,

transferring of fulls from production, Inventory Management of finished

products in First In First Out (FIFO) method, dispatch of finished goods to

distributors, empty received and dispatch to other units.

SALES & MARKETING –

25

Page 26: Ashish Project

Sales department takes care of placement of all brands in right proportion in

right time at right place. Sales executive always dispatches in proportion of

empty receiving and payment terms. The main aim of this department is that

all the brands should be at distributor's end and must not be any deficiency of

any brand.

All the activities that help in enhancing the sales come under marketing. In

this, company gives glow sign boards to distributors, Table, chairs &

Umbrellas, advertisements, T-shirts, Caps, posters, banners, seasonal

schemes, product keeping containers like Fridge, ice-box etc.

STORES –

All kinds of material are handled in stores either it can be of raw material for

production or materials used in the office. A proper sequence is followed. At

very first, Purchase requisition is prepared by each department and then

materials are purchased form the fixed vendors after this the material are

distributed as per the requirement.

In broader terms, we can say that the activities performed in this process are

receiving of materials, issuing of materials, rejection handling, scrap handling.

26

Page 27: Ashish Project

INDUSTRY PROFILE

The Soft Drink Industry (SIC 111) consists of establishments primarily

engaged in manufacturing non-alcoholic, carbonated beverages, mineral

waters and concentrates and syrups for the manufacture of carbonated

beverages. Establishments primarily engaged in manufacturing fruit juices

and non-carbonated fruit drinks are classified in Canned and Preserved Fruit

and Vegetable Industry (SIC 1031). Principal activities and products:

Aerated waters;

Carbonated beverages;

Mineral and spring waters;

Soft drink concentrates and syrup; and

Soft drink preparation carbonating

Soft drinks recorded robust double digit off-trade value growth in 2009, which

was higher than that witnessed in 2008. Bottled water and fruit/vegetable juice

continued to grow strongly as more consumers turned to these products in the

search of healthier options. Carbonates also witnessed good sales growth as

the long summer helped to fuel sales. Energy drinks has witnessed a

slowdown in sales growth as its is a premium priced product type and

therefore not considered a necessity. Importantly, more consumers refrained

from spending on non-essential items in the wake of the economic downturn.

Manufacturers continued to focus on health and wellness products in 2009,

introducing green tea versions of powder concentrates and RTD tea. There

were also a number of launches in terms of new products and flavours in

fruit/vegetable juice. The only new product launch in carbonates was Grappo

Fizz by Parle Agro Pvt Ltd. Non-cola carbonates performed very well as these

products are perceived by consumers to be less of a health threat than cola

carbonates. Even in niche categories like energy drinks, sugar-free versions

were introduced as manufacturers try to attract health conscious and diabetic

consumers.

27

Page 28: Ashish Project

Coca-Cola India Pvt Ltd continued to lead soft drinks in 2009, followed by

PepsiCo India Holdings Pvt Ltd in off-trade value terms. The launch of

Nimbooz by 7-Up (PepsiCo India) helped the company retain its leading

position in the terms of off-trade value sales. Coca-Cola India and PepsiCo

India continued to invest in soft drinks in India. However, domestic players

such as Parle Agro, Parle Bisleri Ltd and Dabur India Ltd continued to provide

tough competition to the leading multinationals. One competitive edge that

domestic players hold is that unlike Coca-Cola India and PepsiCo India the

bulk of their business does not come from carbonates, but instead from

fruit/vegetable juice and bottled water, which are recording much more

dynamic volume and value growth. Thus, while the leading multinationals

retained their leading positions in off-trade value terms, they continued to

record slight off-trade value share reductions in 2009, while these leading

domestic players grew their shares.

The growth in supermarkets/hypermarkets boosted the soft drinks industry

over much of the review period. However, due to the economic downturn, the

off-trade volume share of supermarkets/hypermarkets decreased in 2009.

This in turn affected some of the more niche and premium product types like

energy drinks and reconstituted 100% juice which enjoyed high visibility

through this distribution channels. However, this trend is not expected to

continue as the economy recovers since consumers will revert to their

previous shopping patterns.

Soft drinks is expected to witness a healthy double-digit total volume CAGR

growth over the forecast period. As consumer awareness and understanding

of the variety of soft drinks increases and as manufacturers continue to be

innovative, soft drinks is expected to perform well. Products on the health and

wellness platform and niche categories can expect to see good sales growth

in the forecast period.

28

Page 29: Ashish Project

TOP 10 SOFT DRINKS.

1. Coca-cola Classic (coca-cola)

2. Pepsi cola (PepsiCo)

3. Diet Coke (coca-cola)

4. Mountain Dew (PepsiCo)

5. Diet Pepsi (PepsiCo)

6. Dr Pepper (Cadbury-Schweppes)

7. Sprite (coca-cola)

8. Fanta (coca-cola)

9. Caffeine-Free Diet Coke (coca-cola)

10. Diet Mountain Dew (PepsiCo)

SOFT DRINKS INDUSTRY IN INDIA

Since the early 1990’s Coca-Cola Corporation and PepsiCo have been

combating on what is known as the “Beverage Battlefield” in India. Today

India is one of the most sought after countries for foreign investments

because of their continually growing market opportunities. However during

Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both

companies encountered several obstructions on their pursuits of conquering

the Indian soft drink market.

29

BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

Page 30: Ashish Project

INITIAL DIFFICULTIES

From a historical standpoint, Coca-Cola and Pepsi were facing obstructions

even before entering the market in the late 1980’s. Coca-Cola’s past venture

in India had ended on bad terms with the Indian government when they

refused to offer up their trade secrets. During the absence of foreign

investment in the soft drink industry in India a local company, Parle, became

the market leader. Parle invested a great deal into their leading brand, Thums

Up, and played a dominant role in the soft drink industry until the liberalization

of the Indian economy in 1991. After this time many of the political and legal

obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES

Other political challenges hindered the success of Coca-Cola and Pepsi in

India as well. In 2003, when the United States and Britain invaded Iraq, the

All-India Anti-Imperialist Forum called a boycott on goods from America and

India. Indian’s protested American companies for the war and specifically

targeted Coca-Cola and Pepsi products. While the war was beyond control for

these two companies, management perhaps could’ve done more to not only

attempt to predict the backlash from Indian consumers due to the war, but

also could’ve created advertisement campaigns to address the situation.

While political and legal factors produced problems for Coca-Cola and Pepsi,

both Coca-Cola and Pepsi did a lot of things to prevent that situation from

happening. Both companies heavily participated in the cultural festival of

Navratri in western India to promote their products and create brand

awareness in a culturally traditional setting. The companies also produced

television and print advertisements that linked important Indian themes to their

products by “building a connect using the relevant local idioms” Coca-Cola

and Pepsi both utilized popular Indian sporting events, athletes, and

celebrities to endorse their products. Both companies could’ve made the

mistake of using American celebrities or already made American commercials

to advertise their products in India, but instead made the right move by

making advertisements to specifically target their foreign market.

30

Page 31: Ashish Project

PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by adapting to cultural

barriers in India. One such barrier was the affordability of products for Indians.

Because India is a country where people are known to live on very little a day,

the idea of getting people to spend what little they have on a soft drink could

be quite a stretch. However Coca-Cola India went with an aggressive pricing

policy and reduced the price of their soft drinks in 2003 from 15% to 25%

nationwide. To compete competitively in the market, Pepsi reduced their

prices as well. This move allowed both companies to offer products that were

affordable to the target market in India but also encouraged more Indians to

consume Pepsi and Coca-Cola products.

Both companies also created smaller sized bottles to allow for lower prices for

Indian consumers. Coca-Cola and Pepsi created bottles ranging in size from

200 ml to 500 ml to adapt to cultural needs and increase their sales. By

offering smaller sized bottles many consumers also increased the frequency

in which they were purchasing the soft drinks.

COCACOLA IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left

rather than reveals its formula to the government and reduces its equity stake

as required under the Foreign Exchange Regulation Act (FERA) which

governed the operations of foreign companies in India. After a 16-year

absence, Coca-Cola returned to India in 1993, cementing its presence with a

deal that gave Coca-Cola ownership of the nation's top soft-drink brands and

bottling network. Coke’s acquisition of local popular Indian brands including

Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold

Spot provided not only physical manufacturing, bottling, and distribution

assets but also strong consumer preference. This combination of local and

global brands enabled Coca-Cola to exploit the benefits of global branding

and global trends in tastes while also tapping into traditional domestic

markets.

Leading Indian brands joined the Company's international family of brands,

including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes

product range. In 2000, the company launched the Kinley water brand and in

31

Page 32: Ashish Project

2001, Shock energy drink and the powdered concentrate Sunfill hit the

market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in India,

making it one of the country’s top international investors.22 By 2003, Coca-

Cola India had won the prestigious Woodruf Cup from among 22 divisions of

the Company based on three broad parameters of volume, profitability, and

quality. Coca-Cola India achieved 39% volume growth in 2002 while the

industry grew 23% nationally and the Company reached breakeven

profitability in the region for the first time.23 Encouraged by its 2002

performance,

Coca-Cola India announced plans to double its capacity at an investment of

$125 million (Rs. 750 crore) between September 2002 and March 2003.

Coca-Cola India produced its beverages with 7,000 local employees at its

twenty-seven wholly-owned bottling operations supplemented by seventeen

franchisee-owned bottling operations and a network of twenty-nine contract-

packers to manufacture a range of products for the company. The complete

manufacturing process had a documented quality control and assurance

program including over 400 tests performed throughout the process.

The complexity of the consumer soft drink market demanded a distribution

process to support 700,000 retail outlets serviced by a fleet that includes 10-

ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts

that were used to navigate the narrow alleyways of the cities.25 In addition to

its own employees, Coke indirectly created employment for another 125,000

Indians through its procurement, supply, and distribution network

PRODUCT PROFILE

DIFFERENT BRANDS OF COMPANY

The Coca-Cola Company offers a wide range of products to the customers

including beverages, fruit juices and bottled mineral water. The Company is

always looking to innovate and come up with, either complete new products or

new ways to bottle or pack the existing drinks. The Coca-Cola Company has

a wide range of products out of which the following products are marketed by

HCCBPL:

In the Cola Section:

32

Page 33: Ashish Project

In the Lemon Section

In the Orange & Apple section:

In the mango section:

In the juice section :

33

Page 34: Ashish Project

In the Soda Water and Bottled Mineral Water section:

BRANDS TAGLINE

Thumsup - Taste the thunder

Cocacola - Open happiness

Sprite - Seedhi baat no bakwaas ,clear hai

Limca - Fresh ho jao

Fanta - Go bite

Maaza - Bina guthli wala aam

BRAND AMBASSDORS

Thumsup -Akshay Kumar

Cocacola -Aamir Khan

Sprite -Shahrukh Khan

Fanta -Genelia D’souza

Limca -Riya Sen

ABOUT BRANDS

THUMSUP

It is the leading brand of the company. It has cola flavor. Thumsup is the

highest selling beverage brand of India. Mostly like by the youngsters

specially boys.

The competitor of the brand on same category is Pepsi.

COCACOLA

This is the worlds most famous & old brand. This brand is specially liked by

teenagers & youngsters.

The competitor on the cola category is Pepsi.

SPRITE

This brand is the one of the fastest growing brand in the country. Sprite is

liked by all age groups & people. Jan 09 report of “The times of India” claims

sprite to be the second brand in sales after Thumsup

Competitor : 7up & Mountain dew

34

Page 35: Ashish Project

LIMCA

Limca is cloudy lemon in flavor. This is very unique in this category .It has

white in color.

Competitor : Nimbooz

FANTA

Fanta has two flavors apple & orange. This is very popular drink among

females.

Competitor: Mirinda, Parle’s Appy fizz

MAAZA

This has mango flavor. Maaza is popular among children and women.

Competitor: Slice, frooti

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family

drink.

Competitor : Tropicana

KINLEY

This comes in two variety-mineral water & soda. Mineral water is used by all

but soda is commonly used for alcoholic purpose by adult people.

Competitor : Aquafina, Bisleri

COMPETETIVE AREA

Competitive area among Coke & Pepsi

Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India,

followed by PepsiCo India Holdings Pvt Ltd in 2006. Whilst the retail volume

shares of Coca-Cola India and PepsiCo India slipped in 2006, as a result of

the growing health concerns caused by the aftermath of the pesticides

controversy, both maintained a comfortable lead over the other

manufacturers. Parle ,Bisleri Ltd has steadily gained shares from the

carbonates giants over the review period, to emerge as the third ranked

company in 2006. The battleground for beverages has moved from

carbonates to bottled water and fruit/vegetable juice, with manufacturers

turning their attention towards these healthier beverages, as consumer

35

Page 36: Ashish Project

interest continues to surge forward. A number of new players have entered

fruit/vegetable juice and bottled water, vying for a slice of the growing pie.

While cricket had always been the most popular sport in India, with new

technology coming into cricket from coverage to sports gear to day/night

versions of the game, it was set to acquire the status of a religion in the sub-

continent. Pepsi picked up the opportunity early on by not only contracting the

rights to all Tests and One Day Internationals (ODIs) played in India, but also

signing up top performers early such as Sachin Tendulkar and Rahul Dravid

and creating some very cutting edge and memorable advertising campaigns

with them.

The distribution network of Coca cola had 6.5 lakh outlets across the country ,

which the company is planning to increase to 8 lakhs . On the other hand

Pepsi Co's distribution network had 6 lakh outlets across the country which it

is planning to increase to 7.5 Lakh .

ADVERTISING

Advertising is a non promotion of goods & services by sponsor who can

identified and who has paid for his communication. Their purpose of

advertisement is to sell something goods or services,idea ,person or place.

BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)

36

Page 37: Ashish Project

Bollywood rising stars Asin (left) for Pepsico’s Mirinda,Genelia D’souza

(Right) for cocacola’s Fanta

.

PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

Sprite “kholega toh bolega” IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite,

Official Pouring Partner of Kolkata Knight Riders (KKR) had  announced the

launch of a Special edition ‘Sprite Kolkata Knight Riders’ bottle. The latest

37

Page 38: Ashish Project

initiative was a part of brand Sprite’s larger consumer engagement program to

leverage the second season of DLF IPL, 2009.

Independent research reports have shown, out of the 230 million mobile

phone users in the country, the youth continues to be the largest users of

mobile phones. Combining this key insight with the passion of T20 cricket,

company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle

with insignia of key players.  

Complimenting the innovation, Sprite was also rolling out a special ‘Kholega

Toh Milega’ digital initiative in association with KKR and Nokia.

In the offer consumers just need to drink Sprite and look out for a unique 9

digit code under the crown and SMS the code. Lucky consumers get once-in-

a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team.

In addition, consumers also get a chance to win a Nokia mobile phone every

hour. The entire initiative was applicable RGB and also on all PET packs of

Sprite.

To create awareness about ‘Kholega Toh Milega’ digital initiative, the

company had launched a mass media campaign featuring Shahrukh Khan,

owner KKR, to be telecast on all the leading TV channels across India.

PROMOTION DURING OFF SEASON

Limca Launches ‘Laptop Ki Barish’ Consumer Initiative

38

Page 39: Ashish Project

Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki

Barish’ consumer initiative nationally. As part of this unique initiative a

computer generated lucky draw would provide consumers a chance to win

“HP Mini Laptop” every hour for the next 45 days. The initiative is applicable

to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml

1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown

initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique

code to 58558 from their GSM / CDMA mobile phones.

The national initiative is designed to leverage the popularity of digital media

like mobile phones (Both GSM & CDMA & IVRS), internet and laptops

amongst soft drink consumers and would run from 1st August to 14th

Septem

4. REVIEW OF LITERATURE

RED CONCEPT

RED stands for Right Execution Daily. It is a survey method for the company

to know their position in the market.

ABOUT RED

To check the availability of the visi cooler provided by the company to

the retail outlets for their products.

To check the activation in various outlets.

To check the branding order of the various products in the cooler.

Survey has done in the four topics-

Impurity

Brand Order

Availability

Activation

There should be no impurity in the visi cooler of the company. Impurity here

refers to that brand which is presented in the visi cooler other than coke’s

product. Therefore not other product of any other company may not be in the

cooler

39

Page 40: Ashish Project

BRAND ORDER

The company has given a brand order to the market developers to arrange

the different brands in a specific order in the cooler. The order should be in

such a way-

Thumsup

Coca cola

Sprite

Limca

Fanta

Maaza

Kinley

Pet & Juice

AVAILABILTY

Availability is done according the type of outlet. There are four type of outlet

mentioned below. According to this market developer has to ensure the

availability of the products in the particular outlet.

ACTIVATION

Activation is important because it helps to boost the sales of the company. it is

done through the Glow sign, Shelf display, flanges. Combo boards, Table tops

.This boards usually gives to the E&D outlets .It helps to attract the

customers. Rack with header is provided to the grocery stores.

Activation Elements

Market developer must ensure that all these activation elements must

available at all the outlets. Detail of activation elements must available at

GROCERY STORES:

1. WARM DISPLAY RACK

2. SHELF DISPLAY

40

Page 41: Ashish Project

SHELF DISPLAY

DISPLAY OF RACK VISI

COOLER

OPTIONAL ELEMENTS:-

1. STANDEE

2. SIX MOBILE HANGER

3. VISI COOLER BRAND STRIP

4. WARM DISPLAY RACK

5. TABLE TOP RACK

6. TENT CARD

41

Page 42: Ashish Project

TYPES OF OUTLETS

The company has divided their outlets on the basis of the following criteria-

Volume

Channel

Income group

1. VOLUME

There are four types of outlets according to the volume of sales of the outlet-

Diamond - 800>C/s & above per year

Gold - 500-799C/s per year

Silver - 200-499C/s per year

Bronze - <200C/s per year

2. CHANNEL

(A) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses household

items. The channels provide an opportunity for penetration as it propels home

consumption.

It includes all kirana stores,juice , departmental stores, supermarkets,

provision stores etc.

Necessary Availability - 2 liter and 300m

(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to

the smaller dhabas. These outlets offer multiple opportunity to effect sales as

people usually order something to drink along with food. It includes

- Restaurants

- Bars and Pubs

- Dhabas

- Cafes

(C) EATING & DRINKING CHANNEL 2

42

Page 43: Ashish Project

It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.

(D) CONVENIENCE CHANNEL

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI

outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone

booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml

bottles. They may also sell 600ml.

3. INCOME GROUP

According to the income group of the area-

Low- Those outlets where low income customer comes.

Medium- Those outlets where medium income customer comes.

High- Those outlets where high income customer comes.

Market Segmentation models

43

CHANNELCLUSTER

Based on consumption

occasion

Page 44: Ashish Project

Visi-cooler position, display & Brand Order Compliance

Under RED market developer has to insure that shopkeeper must display all

products. Display may be in the form of Shelf Display, Table Top Display etc.

All products must be displayed in brand order i.e. Thumsup, Coke, Sprite,

Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley (mineral water &

Soda water).

TYPES OF VISI COOLER/CHEST

Cooler - 2C/s

4C/s

7C/s

9C/s

20C/s

30C/s

RED SCORE TRACKING

The performance of market developer is measured on the basis of score

tracking.

Tracking will be done of the following Parameters:

1. Visi-cooler 35 points

44

Page 45: Ashish Project

2. Availability 40 points

3. Activation Elements 25 points

TOTAL 100 points

These 100 points are distributed in various Parameters explained in the

following table

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

45

Manufacturing Plant, VARANASI

(H.P)

Sales and Distribution Operations

Distributors

Outlets

Outlets

Page 46: Ashish Project

DISTRIBUTION NETWORK

HCCBPL has a wide and well-managed network of salesmen appointed for

taking up the responsibility of distribution of products to diverse parts of the

cities. The distribution channels are constructed in such a way that the

demand of customers is fulfilled at the right place and the right time when they

need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution

Warehouse --- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and

different routes, and every salesman is assigned to one particular route, which

is to be followed by him on a daily basis. A detailed and well-organized

distribution system contributes to the efficiency of the salesmen. It also leads

to low costs, higher sales and higher efficiency thereby leading to higher

profits to the firm.

DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY

Coca-cola company distributes their schemes according to area. Area or

place where soft drinks sold in a large manner, on those place company gives

good schemes to shopkeeper and retailer. Place like railway station bus stand

are consider in this category and place which have low selling where

company gives small schemes to the shopkeeper.

Criteria for providing free chilling equipment

An ice box is provided for the sale of 1-2 crates daily to the retailers.

For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.

For the sale of 7-8 crates daily a visicooler of 7 crates is provided by

the company.

If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep

fridger is provided by the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest

cooler,

46

Page 47: Ashish Project

SALES PROMOTION

PUSH & PULL STRATEGY

PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and trade

promotion money to induce intermediaries to carry, promote and sell the

product to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade schemes to

distributors, agency owners and retailers.

PULL STRATEGY:-

HCCBPL is also using Pull strategy in which they are using advertising and

promotion to persuade consumers to ask intermediaries for the company

brand product by this way HCCBPL inducing customer to order it from

shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks, standees,

mobile hangers and visicooler brand strips

5. RESEARCH METHADOLOGY

The research includes the study which was descriptive in nature.It basically

aims about how coke schemes plays in the mind of shopkeepers and the

consumers.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

Observation

Experiment

Survey

Here we include the primary method of survey

Research Instruments-

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

RED scoring sheet

Area of Survey-Rekabganj, Chowk, Niyawa, Angoori Bagh, Civil line,

Fatehganj, Devkali,Darshan nagar,Gudhi Bazar,Faizabad bus stand

Sampling plan

Sampling unit - Owners of the retail outlets.

47

Page 48: Ashish Project

Sampling size- 250 outlets

Sampling procedure-Random sampling

Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data was not available so it

is taken from company records.

AREA-

Nadesar

Fulvaria

Harauva

Babatpur

48

Page 49: Ashish Project

CHAPTER- 4

DATA ANALYSIS

49

Page 50: Ashish Project

SIZE OF VISICOOLER

Sample size of 250 outlets

30c/s-13%

20c/s-18%

9c/s-34%

7c/s-31%

4c/s-4%

IS PRESELLING IS GOOD OR THERE IS SOME GAP

Is good-80%

Some gap-20%

50

Page 51: Ashish Project

HOW MUCH HAS THE VISIBLE PRODUCT?

Sample size is 250 outlets

Board - yes-105 no-145

Flange- yes-36 no-214

Rack- yes-30 no-220

Table top- yes-90 no-160

LEADING BRAND OF COCACOLA

Sample size of 90 customer

Thumpsup-63%

Coke-2%

Sprit-3%

Limca-6%

Fanta -7%

Maaza-8%

OUTLET BELONG TO CLASS

51

Page 52: Ashish Project

Diamond -92

Gold-56

Silver-83

Bronze-19

INCOME GROUP

Sample size of 90 customer

High-54%

Low-31%

Medium-15%

MARKET SHARE

52

Page 53: Ashish Project

Coke-29%

Pepsi-71%

DIVISION OF MARKET

coke-50%

pepsi-30%

other-20%

PJP(permanent journey plan)

(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer

which contains the names of the outlets to be visited by him coming under the

campaign R.E.D. where the project has to be implemented.

After getting permanent journey plan the next step was to visit the outlets for

gaining initial information of every individual outlet as well as market on a

whole. The visit to all the outlets of that area helped in revealing its market

condition. Visiting the outlets clearly showed the picture of the market

situation prevalent in market..

53

Page 54: Ashish Project

PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes order

one day before and then delivers the product to each route. So this gives

more time to market developer to assure RED.

This concept has so many advantages-

This gives more time to the market developer for the activation &

branding purpose.

By this company can easily implement the RED concept in better way.

Presale concept makes assure of more availability of the products in

the market.

This concept is easy in processing.

By this concept market developer can arrange the product in better

way.

The Company can display its products in proper way so that customers

can attract towards it.

FINDINGS

According to the demand of outlet owners, delivery of products are not

made available in the outlets.

Efficient brands of coca – cola are not available in outlets.

Sales people and delivery persons do not visit the outlets on a regular

basis.

Advertisement materials are not available in the right time at the right

place i.e. Different Channels like Grocery, Convenience, E&D.

Many outlet owners have complains on improperly working visicooler

i.e. its cooling Capacity is low or its lights are not working.

54

Page 55: Ashish Project

Improper management is seen as No mechanics visit the outlets

despite

of Complaints issued by outlet owners.

Visicoolers are not placed at their Prime locations in many outlets

Many outlet owners express deep in satisfaction towards coca-cola as

they do not get any Prize or Cash discount as they receive from other

big companies.

SUGGESTIONS

&

RECOMMENDATIONS

Delivery position should be maintained to get good return from the

market.

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.

Sales People and delivery persons should properly monitor the market

whether stocks are available and are properly utilized in the market or

not.

We can provide them beautiful display racks, tablemats, menu-cards

etc, containing the trademark and brand name of the company.

55

Page 56: Ashish Project

Display material should be provided to the retailers on more regular

basis to increase the sales level.

Maintenance work of refrigerator; i.e. purity must be improved.

The company should take steps to replace damaged or unsellable

Coca-Cola goods frequently from the retailers.

The Company employees should make direct contact with the

consumers, so that they may aware with real situation of the market

and consumers attitude towards the product. For this they can arrange

awareness camps in different locations.

At every petrol-pump we should install Fountain Machine. It will be

helpful in generating impulse purchase and also as awareness about

the products of the company among the consumers.

Doing a survey on consumers market provided a lot of insight into the

dynamics of the market place and with it valuable insights were also gained

into the psyche of consumer and owners.

1. SUPPLY

The demand of Thums up & Maaza far exceed the supply especially in case

of 200ml and pet bottles. Few shop owners’ clamed that many a times no

supply is made for 3 days and some times even more.

Sometimes the delivery vans of Coca-Cola starts late from the distribution

point and that of rivals reach early .so eateries, which generally serve soft

drinks in the glass, buy the soft drinks from the delivery van which arrives first.

Salesman at the delivery van to be inconsistent on certain meters likes the

concept of broken bottles. When dealing with the shop and the eatery owners

some salesman do exchange bottles while some do not?

All flavors and all size of bottles are kindly available in the market.

2. COMPANY REPRESENTATION

56

Page 57: Ashish Project

Owners confirmed that Company representatives DON’T COME WHEN

CALLED REPEATEDLY.

The Company must ensure that the representatives do visit an outlet at least

once in 3 days to listen and to attained to complaints, if any.

3. SALES PUSH BY EAT & DRINK OUTLET

The Company easily influenced many eatery owners, which provide them with

better facilities. There was a tendency to push the product of the Company

which ever offered them better scheme or benefits.

10. CONCLUSION

RED is a worldwide project of COCA COLA Company. This project is playing

a very important role for the company. With the help of this project, sale of the

company has been increased. Because in this project there is one market

developer who has to ensure that Visicooler must be on prime location, all

brands must available, all brands must displayed in brand order i.e. COLOJK.

All the activation elements like warm display rack, table top rack, standees etc

must be available at all outlets come under RED. All these elements help the

company in increasing the sales because

JO DIKHTA VO BIKTA HAI

Definitely when sales increase then profits also

increases. With the help of this project company has increased its sale in

region and also company can measure or check the performance of each

retailers working all over the world with COCA COLA COMPANY.

FACTS

The most popular flavor is Thumsup in the whole market.

Cocacola is the market leader and Pepsi is the market challenger.

Thumsup has the highest sales from the Coca cola’s side and from the

Pepsi‘s side mountain Dew has the highest sales.

Aquafina has more sales then Kinley in mineral water segment.

57

Page 58: Ashish Project

Pepsi provides more schemes then Cocacola.

Sprite has the fastest grownup brand in the clear lime segment in the

recent years.

In the off season when the sale is reduced retailers want more

schemes.

Minute maid has not getting good response from the market.

QUESTIONNAIRE

1. Name of the Respondent:- …………………………

2. Address: - …………………………

3. Age group: -

(a) Below 15 (b) 15 – 20 (c) 20 – 25

(d) 25 – 35 (e) 35 – 45 (f) Above 45

1. Educational Background

(a) Matric & Below

(b) Intermediate

(c) Graduation

(d) Post Graduation

2. Do you take cold drink?

(a) Yes (b) No

7. If yes how frequently? (Daily)

(a) Less than 2 (b) 2 – 4 (c) More than 4

8. Which flavour do you like most?

(a) Cola (b) Citric (c) Orange

(d) Lemon (e) Others.

58

Page 59: Ashish Project

9. Do you give importance to brand name while choosing your cold drink?

(a) Yes (b) No (c) Can’t Say

10. Which brand you prefer most?

(a) Coke (b) Pepsi (c) Both

(d) Others

11. You like the particular brand of cold drink because of?

(a) Brand (b) Flavor (c) Advertisement

(d) Chilled

12 In your opinion which brand of cold drink is most demanded or popular?

(a) Coke (c) Pepsi (d) Others.

13.Which brand is more available in your retailer’s shops?

(a) Cola (b) Citric (c) Fruit Flavored.

14 Which brand of cold drink do you find most in your college

canteen/colony/locality?

(a) Coke Brand (b) Pepsi Brand (c) Others.

15. In your opinion which soft drink is better taste?

(i) In Cola Flavor

(a) Coke (c) Pepsi

(ii) In Citric Flavoured.

(a)Sprite (b) Mountain Dew (c) 7`Up

(iii) In Orange flavoured.

(a) Fanta (b) Miranda Orange

(c) Others.

(iv) In mango Flavoured.

(a) Mazza (b) Slice (c) Others.

16. Why do you like your brand?

(a) Blend (b) Brand Image (c) Availability

(d) Advertisement

17. Which brand advertisement appeals you most?

(a) Coke (b) Pepsi (c) Others.

18. Most effective punch line in your opinion of?

(a) Coke (b) Thumps up

(c) Pepsi (d) Others.

19. You like the product which is promoted by the celebrity?

59

Page 60: Ashish Project

(a) Yes (b) No (c) Can’t Say

20. Do you think that the pricing strategy adopted by the cola companies

fascinate the consumer?

(a) Yes (b) No (c) Can’t Say

21. Any Suggestion:-

…………………………………………………………………………………………

……………………………………………………………...

……………………………………………………………………………….......

Thank You,

Signature

BIBLIOGRAPHY

1. Research Methodology, Kothari. C.R., Research Methodology

Methods & Techniques, New-Delhi, Wishwa Prakashan, edition

2003.

2. Multi Level & Direct Marketing, Branding, Kotler, Philip,

Marketing Management, Delhi, Pearson Education (Singapore)

Pte. Ltd, 11th edition.

3. Marketing Strategy, Varshney, R.L. & Bhattacharya, B.,

International Marketing Management, New-Delhi, Sultan Chand

& Sons edition 2003.

4. Company Profile, Web-Site:- www.coca-cola.com

<http://www.coca-cola.com>

5. Effect of the red norms on the growth of coca cola

www.ask-jeeves.com, www.distributing-company.com.

6. Retailing, Company Souvenirs.

60

Page 61: Ashish Project

PLACE: Ashish Prajapati

DATE :

REFERENCES

BOOKS

Marketing Management : Philip Kottler

Ramaswamy

Marketing Research : Bound, Stash & Others

61

1.2 LTR1 LTR600ML2 LTR250ML200ML300MLPACKSODALIMCASPRITEFANTA THUMSUPCOKEMAAZAYESYESNOYESNONONOYESYESYESNOYESYESYESYESYESYESYESNONOYESNONOYESNOYESYESYESYESYESNOYESYESYESNONONONONONOYESYESYESYES1.2 LTR

1 LTR

600ML2 LITRES250ML200ML300MLPACKNO.OF BOTTLES

IN A CASE

12

6

2492424 24