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Transcript of 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
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
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
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
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
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
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
CHAPTER -1
INTRODUCTION
INTRODUCTION
8
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
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
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
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
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
14
Chapter -2
Research Methodology
15
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
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
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
CHAPTER 3
COMPANY PROFILE
INDUSTRY PROFILE
LITERAURE REVIEW
19
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
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
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
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
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
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
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
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
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
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
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
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
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
In the Lemon Section
In the Orange & Apple section:
In the mango section:
In the juice section :
33
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
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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
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
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
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
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
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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
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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
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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
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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
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
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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
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
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
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
CHAPTER- 4
DATA ANALYSIS
49
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
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
Diamond -92
Gold-56
Silver-83
Bronze-19
INCOME GROUP
Sample size of 90 customer
High-54%
Low-31%
Medium-15%
MARKET SHARE
52
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..
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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
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
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
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.
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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.
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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
(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.
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PLACE: Ashish Prajapati
DATE :
REFERENCES
BOOKS
Marketing Management : Philip Kottler
Ramaswamy
Marketing Research : Bound, Stash & Others
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1.2 LTR1 LTR600ML2 LTR250ML200ML300MLPACKSODALIMCASPRITEFANTA THUMSUPCOKEMAAZAYESYESNOYESNONONOYESYESYESNOYESYESYESYESYESYESYESNONOYESNONOYESNOYESYESYESYESYESNOYESYESYESNONONONONONOYESYESYESYES1.2 LTR
1 LTR
600ML2 LITRES250ML200ML300MLPACKNO.OF BOTTLES
IN A CASE
12
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