coca cola

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SUMMER INTERNSHIP

COCA COLA PVT. LTD.PROJECT ON

“Execution mapping in red (right execution daily)”

GUIDED BY-ANAND JAIN

SUBMITTED BY- AJAYRAJ SINGH RAJAWAT

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SUBMITTED TO- PROF-KRATIKA PRADHAN

Project Report submitted to Vinayaka Missions University in Partial Fulfillment

for the award ofMaster of Business Administration in

MARKETING MANAGEMENT

By

AJAYRAJ SINGH RAJAWAT

(Reg. No-____________________)

Under the Guidance of

COCA COLA PVT.LTD.TO

A

VINAYAKA MISSIONS UNIVERSITY

SALEM, TAMILNADU, INDIA.

JULY 2010

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Acknowledgement

I am glade to bring out this project report. I realized my duty of healthy thanks to all those who helped me in bringing about this project and convey my heartiest gratitude towards all of them.

I am extremely gratified to my faculty PROF-KRATIKA PRADHANfor their kind supervision and guidance as well as their cooperation to complete this project in the best way. I pay my gratitude to our DIRECTOR-Dr. JAYANT MOHAPATRA&DEAN-Dr.VIKAS TIWARIof my college for giving me a nice opportunity as well as their kind attitude towards this work. I also want to thank all my Company guider Mr.AnandJain(sales executive)&Mr.Ravi Jain(area manager)who helped me directly or indirectly. I am obliged & pay regards to my institution for giving me such a kind opportunity to make this project to present my talent before the world.

At last but not the least I would like to thanks my “PARENTS” in the absence of whom this work could never be possible.

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Declaration

I AJAYRAJ SINGH RAJAWAT S/o NARAYAN SINGH RAJAWAT hereby declare that this project report titled “A study of Personnel productivity”, is an authentic work done by me as complementary part of MBA program. Not it is not a duplicate work of readymade assignment of others.

On being proved so I myself will be liable for consequences.


(MBA IIIrd SEM)

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Findings:

1. Project red is very successfull concept in the market applied by the company coca cola , to understand the satisfaction level or services level of the customers.

2. Right execution daily concept increased the consuming of the products of coca cola.

3. This concept has increased the supply maintenance regularly.

4. Right execution daily has makes the services regarding performance of market developer.

5. Customer wants to make it continue with them, they know the benefits of this concept.

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SUGESSTIONS:

1.SOMEWHERE COMPANY NOT ABLE TO FULLFILL THE DEMAND OF CUSTOMER REGARDING MAINTENENCE.

2.COMPANY SHOULD MAKE A TEAM OF ELECTRICAL ENGINEERS FOR REFRIGERATORS PROBLEM.

3.THEY SHOULD MAINTAINE THE SUPPLY .

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LIMITATION:

1.LACK OF INFORMATION SYSTEM.2.LACK OF INTEREST OF NEGOTIATION WITH

CUSTOMERS TO UNDERSTAND THEIR PROBLEMS.3.TECHNOLOGICAL AND VEHICLE SERVICES.4.LACK OF CUSTOMER FEED BACK SYSTEM.

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Agra sales & marketing services

PRIVATE LIMITED

Bottling of the coca cola (india)

PROJECT REPORT

ON

Execution Mapping in RED (Right Execution Daily)

outlets in

A report submitted towards the partial fulfillment of the requirements of the two years full-time PGDM (Marketing)

Submitted by:


PGDM (Marketing)

SUBMITTED TO:

PROF- KRATIKA PRADHAN

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GUIDED BY

ANAND JAIN

CERTIFICATE FROM THE GUIDE

This is to certify that project titled “ IMPACT OF RED” in Gwalior city for “AGRA SALES &

MARKETING PVT. LTD. BOTTLING OF THE COCA-COLA (INDIA).”Is basedon live Project

study conducted by ANKUR SHARMAat Gwalior during his tenure as a summer trainee with us and in

our guidance.

PLACE: Mr. Anand Jain (S.E.)

DATE:

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ACKNOWLEDGEMENT

“Gratitude is the hardest of all emotions to express. There is no word capable of conveying all that one

feels until we reach the world where thoughts can be adequately expressed in worlds, ” Thank you”

will have to do.”

I did the work as management trainee at “AGRA SALES & MARKETING PVT. LTD. BOTTLING

OF THE COCA-COLA (INDIA).”At Gwalior for a period of 45 days starting from 1st july-15th August

2010.

I would like to extend my heartfelt gratitude to my MBA faculty prof-kratika pradhan , Dean-

Mr.vikas tiwari and Director –Dr.jayant mohapatra who helped me directly and indirectly. Thanks to

Mr. Ravi Jain (A.S.M.) Gwalior for his guidance thought-out the project with out his support and

cooperation I would have failed in my endeavors and targets in summer training. I take this opportunity

to say “Thank you Sir. “

I would also like to thank all the employees and especially Mr. Anand Jain (S.E.)of are branch at

Gwalior for providing me the required knowledge, information and material to have a clear idea of what

beverage industry is all about.

I would also like to thank Mr. Ajay Jain (Marketing Developer)and Kishan upadhyay (Marketing

Developer) and Kuldeep Sharma (Sales man) for his valuable support and suggestions and guidance for

know about a market and help for the improvement and editing of his project report.

Lastly my sincere thanks to all those who have contributed and valuable support during the project

directly and indirectly.

Thanking you


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DECLARATION

I will take pleasure in declaring that the project work that is undertaken by me is an

original and authentic work done by me. This project is being submitted I partial

fulfillment for award of degree of PGDM in from “Indore management institute

Indore”.

The content of this report is based on the information collected by me during my tenure

at Coca-Cola at Gwalior for 45 days of training from 1stJuly to 15th August 2010.


PGDM (2009-11)

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PREFACE

The summer training programs are designed to give the practical knowledge of corporate

world. Training is usually meant for such vocations where advanced theoretical

knowledge is to be backed up by practical experience on the job and it is because of this

reason that summer training programs are designed. So, that the future manger must be

ready to take the future responsibilities.

It was exactly in this context that I was privileged enough to join coca cola- one of the

biggest brand in beverages in the world.

I achieved lots of experience and confidence over the past sevenweek, which will help

me to take the future responsibility on my shoulder.

During this period, I was given to find out the “Execution mapping in Red-outlet of coca

cola”. In the training program, I had tried my level best to arrange the work in systematic

and chronological way.

This endeavor work shall provide the coca cola marketing department, an idea about

market condition. Therefore, it hoped with all sincerity that this work should be of

definite use to the organization.

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Executive summery

Over the last few years, hundreds of companies have greatly improved their performance &the graph of growth through superior sales promotion services. Today many companies are building on these foundations and are tuning their products in Soft drink segment into a formidable competitive weapon. Sales Promotion services have become a subject of huge interest in recent years.

Sales Promotion Services is growing because:

In the face of ever-increasing competition in organizations feel, it is important to build reliable &

sustainable processes with focus on strong relationships with customers.

Significant revenue & profit gains can be made from successful Sales Promotion Activities that

improve efficiency & help serve customers better & faster.

The different distribution channels are as follows:"

1. Eating & Drinking 2.Convenience 3.Grocery

Activation is the key part of Coca-Cola marketing strategy

Company believes that soft drink sell is not a planned sell it's a impulse buying, and activation

create impulse for buying

For improvement of Coca-Cola market, a proper research work has done.

Sales Promotion Strategies are offering new & better ways of addressing industries objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase the sales of the

soft drink.

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INDEX

CHAPTER 1-Rational of the study

CHAPTER 2- RED (Right Execution Daily) Objective of study Scope of study Significance of the study My role in project RED

CHAPTER-3 Company Profiles History of Coca cola Coca-Cola in India

CHAPTER-4 Industrial Profile Soft drink Industry In India Coca-Cola in India Vision of coke in India Mission of coke in India

CHAPTER-5 Product Profile Different brands of the Company Brand Tagline Brand Ambassadors Detail of Brands

CHAPTER -6 Competitive Areas Competitive area among Coke & Pepsi Advertising Brand ambassadors & TV Commercials Promotion by the company

CHAPTER -7 Marketing Departments Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company

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CHAPTER-8 Methodology Research methodology PGP Plan Pre Sale Concept

CHAPTER -9 Hypothesis Test of hypothesis Swot analysis Push & Pull Strategy

CHAPTER -10 Conclusions Conclusion Findings Facts Suggestions

CHAPTER -11 Questionnaires

QUESTIONAIRE Declaration References

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RATIONAL OF THE 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 is my gratitude to work with Coca Cola Companyespecially 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 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, and understanding the pre-sale concept.

Thus, these were the main reasons for conducting this study.

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RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY

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..

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

To study the pre-sale concept of the coke.

To ensure the availability and visibility of the product.

To analyze the effect of scheme

SCOPE OF THE STUDY

By this study, company can know its growth.

This study helps the company to know their actual position in the market.

RED helps to find out the promotion activities of the company and help to make relevant changes

according to their rivalry company.

This study ensures the availability of the product in the market.

The study helps to fond out the problem of the counter and to find out the requirement for more

sales.

RED helps to maintain the outlets in a well-designed way to attract the consumers.

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SIGNIFICANCE OF THE STUDY

This project is helpful to find out the sale trends of the coke products and its

effect on consumer value and satisfaction.

This study provides an insight to the company that what kind of strategy must be

adopted in order to increase the sales and satisfaction o the consumer.

This project directly deals with the interaction of different kind of people.

MY ROLE IN PROJECT “RED”

IMPLEMENTATION– First task for me was to implement the project in the given area with the

support of MD’s (MARKET DEVELOPER). Various norms for different outlets had been fixed but their

implementation was very important. Different areas were assigned to me in whom I implemented RED

and various higher officials of the organization further visit these areas.

I measured the performance of sales team and distributors (under RED) in outlets with respect to

all parameters of execution.

I did scoring on the scoring sheet.

The scoring sheet was provided based on which scoring can be done. Scoring is done out of 100

marks and they have been further divided in 3 components

1. VISI COOLER - 30 points

2. AVAILABILTY - 50 points

3. ACTIVATION – 20 points

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MARKET AUDITING (TRACKING PERFORMANCE) – Tracking performance of the MD of

corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING

SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like absence of co-ordination between

MD’s and SALES TEAM and report to higher officials (Mr. Vindhya Srivastava)

BRAND CONTACT- I had to interact regularly with shopkeepers to know their problem and try to

solve them. If I could solve them then I reported them to my company guide, else he suggested me the

alternatives, and I took out the orders from retail outlets and to check out the activation.

AVAILABILTY - I also need to give company weekly availability reportof various

Brands.

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COMPANY PROFILES

HISTORY OF COCA-COLA

The world has changed in many ways since pharmacist; John Smyth Pemberton first introduced the

refreshing tasteof Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to

hundreds of Millions of consumers around the globe. Coca-Colaproducts are served more than 705

million times every day, quenching the thirsts of consumers in more than 195 countries in every climate.

That is a long way to come after such a modest beginning...

May

1886

- Pemberton concocted 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.

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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 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

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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 fewer tangs, 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 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 numbers 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

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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)

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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 bottles.

JOHN PEMBERTON

COKE IN INDIA

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Despite the formidable track of its parent, $18 billion giant in Atlanta USA.Coke India record 1800 crore

soft drink makers is prominent. Coca-Cola 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 acquiring

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, Gold spot, Citra, Maaza with a combined rate of 65% with

Thums up alone accounting for 56% then 650 crore segment.

BENCHMARK

Coca-Cola ranks no.1 brand in the world by the business world survey followed by companies

like Microsoft and IBM.

Coca-Cola is the market leader in the whole world in beverage industry.

Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry.

Coca-Cola enjoys approx. 60% market share in Indian beverage industry.

INDUSTRIAL PROFILE

BEVERAGESAAAA

AlcoholicNNNN Non-AlcoholicCCCC

CarbonatedNNNN

Non-CarbonatedCCCC

ColaNNNN Non-ColaNNNN Non-Cola

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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.

INTIAL DIFFICULTIES

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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 has 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 have done more to not only attempt to predict the backlash from Indian

consumers due to the war, but also could have 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 many 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

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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.

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.

HISTORY OF COCACOLA IN INDIA

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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 2001, Shock energy drink and the powdered concentrate Sun fill 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

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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 networks.

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COCA-COLA :VISION

VISION FOR SUSTAINABLE GROWTH

PROFIT : Maximizing return to shareowners while being mindful of our overall

responsibilities.

PEOPLE : Being a great place to work where people are inspired to be the best they can be.

PORTFOLIO : Bringing to the world a portfolio of beverage brands that anticipate and satisfy

peoples’ Desires and needs.

PARTNERS : Nurturing a winning network of partners and building mutual loyalty.

PLANET : Being a responsible global citizen that makes a difference.

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COCA-COLA:MISSION

Create consumer products services and communications customers service and bottling system strategy

process and tools in order to create competitive advantage and deliver superior value to-Consumers as a

superior beverage experience.

Consumers as an opportunity to grow profit through the use of finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and value added

Suppliers as an opportunity to make reasonable when creating real value added in environment of

system wide teamwork, flexible business system and continuous improvement.

Indian society in form of contribution to economic and social development.

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PRODUCT PROFILE

DIFFERENT BRANDS OF COMPANYPRODUCT HIGHLIGHT

The world's favorite drink. The world's most valuable brand. The most recognizable word across the

world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now

the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in

the world.

In India, Coca-Cola was the leading soft drinkuntil 1977 when govt. policies necessitated its departure.

Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the

beverage is available to more' and more people, even in the remote and inaccessible parts of the

nation.

Coca-Cola returned to India in 1993 and over the past ten years has

captured the imagination of the nation, building strong associations with cricket, the thriving cinema

industry, music etc. Coca-Cola has been very strongly associated with cricket,

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Sponsoring the World Cup in 1996 and various other tournaments, including the Coca-

Cola Cup in Sharjah in the late nineties. Coca Cola’s advertising campaigns Jo Chaho Ho Jaye and Life ho

to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the

campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favorites soft-

drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative

together with improved distribution ensured that all brands in the portfolio grew leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers

such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand

ambassadors are Aamir Khan and Hrithik Roshan.

Glass PET Can

200ml, 300ml 600ml, 2L 330ml

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Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass PET Can

200ml, 300ml, 600ml, 2L 330ml

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“Lime ‘n’ Lemoni” Limca, Derived from “nimbus” + “jaisa”.. Hence, “lime sa”.

Limca has been lived up to its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades.

Born in 1971 has remained unchallenged as the No.1

Sparkling Drink in the cloudy lemon segment.

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200ml, 300ml, 600ml, 2L 330ml

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Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of the favorite drinks

since 1940's. Fanta entered the Indian market in the year 1993.

Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting taste and tingling bubbles

taste that not just up lifts feelings but also helps free spirit thus encouraging one to indulge in the

moment. This positive imagery is associated with happy, cheerful and special times with friends.

Glass PET Can

200ml, 300ml 600ml, 2L 330ml

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Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries.

In India, Sprite was launched in year 1999 & today it grown to be one of the fastest growing soft drinks, leading the clear lime category.

Today Sprite is perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the today’s youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

Glass Pet Can

200ml, 300ml 600ml, 2L 330ml

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Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit category.

Over the year, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like ‘Taaza Mango, Maaza Mango” and “Botal Mein Aam, Maaza hai Naam” consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit.

The current advertising of Maaza position it as an enabler of fun friendship moments between moms and kids as moms trust the brand as the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline “Yaari Dosti Taaza Maaza”.

Glass Tetra Pet Pet

200ml, 300ml 200ml 600ml 1.25ml

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Minute maid Pulpy orange

The brand launched in its internationally successful minute maid pulpy Orange “ avatar is a naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to the presence of real ‘orange pulp” This innovative consumer proposition is best explained by The brand tagline “Refreshing orange, surprisingly pulpy”. Minute maid Pulpy orange has been made available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.

MOBILE Pet

250ml,400ml 1.l

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Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of life itself.

The importance of water can never be understated Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent.

Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why we introduced Kinley with reverse- osmosis along with the latest technology to ensure the purity of our product. That is why we go through rigorous testing procedures at each location where Kinley is produced.

Because we believe that right to pure, Safe drinking water is fundamental. A universal need that cannot

be left to chance.

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NUMBER OF BOTTLES IN A CASE

PACK NO.OF BOTTELS IN A CASE

200ML 24

300ML 24

600ML 24

1.2 LTR

1LTR

12

6

2LTR 9

1 KINEY CARTOON 12

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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, because 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 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 eightlakhs. 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.

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COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic beverage industry

consisting of juices and soft drinks.

The key competitors in the industry are as follows:

:

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PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for

the World's # 2, carbonated soft-drink maker. The company's soft drinks include Pepsi, Mountain

Dew, and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana orange juice

brands, Gatorade sports drink, and Aquafina water.

PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together,

a market share of 95% out of which Coca-Cola holds 60.8% and the rest belongs to Pepsi.

Nestl é: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk

products, Baby foods and Chocolates. However, the iced tea that is Nestea, which has been

introduced into the market by Nestle, provides a considerable amount of competition to the

products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst

quencher and it is healthier when compared to fizz drinks. The flavored milk products also have

become substitutes to the products of the company due to growing health awareness among

people.

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Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever since times

and people have laid all their trust in the Company and the products of the Company. Apart from

food products, Dabur has introduced into the market Real Juice that is packaged fresh fruit juice.

These products give a strong competition to Maaza and the latest product Minute Maid Pulpy

Orange.

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ADVERTISING

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

Bollywood rising stars Asin (left) for PepsiCo’s Mirinda,Genelia D’Souza (Right) for Coca-Cola’s

Fanta

.

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Tennis star Sania Mirza for Sprite

Bollywood star Aamir Khan & aishwarya rai for Coke

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Bollywood star Imran khan & Amir Khan

Bollywood star Akshay Kumar for Thums up

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Sprite “seedhi baat” TV add

Limca “fresh ho jao” TV add

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Minute maid pulpy orange TV add

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

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PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab

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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 initiative was a part of brand Sprite is 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 nine 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 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

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Limca Launches ‘Laptop Ki Barish’ Consumer Initiative

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 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 1stAugust to

14thSeptember 2009

CUSTOMER

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As coca cola has a wide range of products. Its customer also varies according to taste and

preference. Coca cola is also available in can of 330ml, which targets the upper income class,

and their sale is confined in those particular places.

Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers have choice for.

Among the products of coca cola Thumps-up has lead the way with 45% of market share Fanta stands

third after Mirinda.

Coca Cola Company has wide range of customers that falls under the distribution channels of marketing.

Customers may be CNF, distributor, retailers to final customers, which are households.

Organizational Chart of

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Hindustan Coca Cola Beverages Pvt. Ltd.

A.G.M

Manager (Prodn & Maint.)

Production Executive

Manufacturing

Maintainance Executive

Lab Incharge Chemist

Manager (HR)

Executivce / Staff

Office Staff

Sales Manager

Executive / Staff

Worker

Finance Manager

Executive

Office Staff

Marketing Op. Executive

Executive

Office Staff

Manager Q.A.

Chemist

ETP Operator

Worker

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ORGANIGATION STRUCTURE

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

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ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

Region VicePresident AGM/AOD

Unit 1

AGM/AOD Unit 2

AGM/AODUnit 3

AGM/AODUnit4

Region Finance

Rgion Human Resource

Region Customer Service

Region External Affairs

Region Cold Drink

Region Legal

Region Director/Manager Market Execution

Region Capability Management

Region Channel

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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

HCCBPL:

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

Human ResourceManagerFinance ManagerGeneral

SalesManager

Sales ExecutiveMarket Developer

Distributors And

SalesmenChannelManager

Marketing

Key Accounts

Area CapabilityManagerSales Trainers

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COMPARISON OF PRODUTS OF COCA-COLA WITH THAT OF PEPSI

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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

IMPURITY

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.

BRAND ORDER

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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, and 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

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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

SHELF DISPLAY

DISPLAY OF RACK VISI COOLER

BRAND NORMS AS PER STANDARD

Most Selling Cola, 2nd Cola, Most Selling Lime, 2nd Lime, Most Selling Orange,

Most Selling Juice, 2nd Juice, Kinley.

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In simple way, it can be described as:

OPTIONAL ELEMENTS:-

1. STANDEE

2. SIX MOBILE HANGER

3. VISI COOLER BRAND STRIP

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4. WARM DISPLAY RACK

5. TABLE TOP RACK

6. TENT CARD

TYPES OF OUTLETS

The company has divided their outlets based on 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

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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 300ml

(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 CHANNEL2

It includes bakery, sweet shops, teashops, soft drink shops and juice Centre.

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(D) CONVENIENCE CHANNEL

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint,

and 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 modalCoke’s Markets can be Segmented along 3 Lines- Outlet Volume,

Locality Income & Channel Cluster.

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CHANNEL

CLUSTER

Based on consumption

occasion

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Visi-cooler position, display & Brand Order Compliance

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

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, Minute Maid Pulpy Orange, Kinley (mineral water & Soda

water).

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TYPES OF VISI COOLER/CHEST

Cooler - 2C/s Chest- 4C/s

4C/s 10C/s> above

7C/s

9C/s

20C/s

30C/s

RED SCORE TRACKING

The performance of market developer is measured based on score tracking.

Tracking will be done of the following Parameters:

1. Visi-cooler 35 points

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

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RED Scoring Sheet

Manufacturing Plant, AGRA (U.P)SSS

Sales and Distribution Operations(GWALIOR)M.P.DDD

DistributorsOOO

OutletsOOO

Outlets

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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

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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.

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DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY

Coca-ColaCompany 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 icebox 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 four 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 fridge is provided by the

company,

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

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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.

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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.

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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

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Sampling plan

Sampling unit - Owners of the retail outlets.

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- Railway station

City center

Thatipur

Gwalior

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SIZE OF VISICOOLER

1%7%

82%

8% 2%

Chart Title

20c/s 9c/s

7c/s 4c/s

2c/s

IS PRESELLING IS GOOD OR THERE IS SOME GAP

80%

20%

Is good

Some gap

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HOW MUCH HAS THE VISIBLE PRODUCT?

BOARD FLANGE RACK TABLE TOP

0

50

100

150

200

250

105

36 30

90

145

214 220

160

VISIBLE PRODUCT

YES

NO

LEADING BRAND OF COCACOLA

63%2%

14%

6%7%

8%

Brand share

THUMSUP COKE

SPRITE LIMCA

FANTA MAAZA

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CHANNEL OF COKE

5%

66%

29%

E & D

CONVENIENCE

GROCERY

OUTLET BELONG TO WHICH CLASS

92

56

83

19

CLASS OUTLET

DIAMOND

GOLD

SILVER

BRONZE

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INCOME GROUP

54%

31%

15% Chart Title

HIGH LOW

MEDIUM

MARKET SHARE

71%29%

MARKET SHARE

C...

DIVISION OF MARKET

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RETAILER FAMILIAR WITH

PROJECT RED

20%

80%

FAMILIAR

UNFAMILIAR

Project RED is a live project. It can broadly be classified in two stages, which can be

described as follows.

50%

30%

20%

division of market

COKE

PEPSI

OTHERS

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Initial Stage:-

This stage comprises of Product Knowledge and Process Knowledge.

The product knowledge means the knowledge of every product and its variants offered by the

company-

The Process Knowledge means the knowledge about the distribution of the product and its

variants from the sales depot to the different retailers of the city.

The actual knowledge about the product and the process was attained with the help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle (vehicle that carries coke

product from depot to different outlets) along with salesman. By the route, riding it is very easy to grasp

and understand how the cola market actually works. Route riding elaborated the factors influencing the

cola market and provided the information about the competitor’s strategies and schemes, which they

offer to the retailers in order to gain advantage. Retailer’s grievances were best known with the help of

route riding through personal interaction. Also with route riding any, one can know about the sales

status of an outlet on a daily basis.

Later stage:

This stage comprises of the serious implementation of the project RED in the area of

Gwalior. To ensure effective and fruitful implementation of the campaign, market developers

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(M.D.) were appointed by the company. Market Developers carried the responsibility to handle

all the activities under the R.E.D. campaign.

The first step involved in this stage was to select the outlets where the campaign has to

be implemented. The outlets are selected based on some parameters like annual sale of the outlet, type

of the outlet, space available at the outlet etc.

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..

PRE SALE CONCEPT

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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.

HYPOTHESIS

Hypothesis

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(A) Null hypothesis (H0): The coke has more consumption then Pepsi.

(B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.

(C) Let the level of significance is(α)= 5%In testing the hypothesis since the test is two tailed is

Z=+-1.96

TEST FORMULA

Z= P1-P2

√PQ[1+ 1]

n1 n2

P= n1P1 +n2P2

n1+n2

Q= (1-P)

Where

P-Total population proportion of Coke & Pepsi

P1-Sample proportion of coke

P2-Sample proportion of Pepsi

N1- sample size of coke

N2- sample size of Pepsi

After calculated value is Z=1.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted.

CONCLUSION –The coke product is more consumption then Pepsi.

2)Hypothesis

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(A)Null hypothesis (H0): The market share of coke is higher then Pepsi.

(B)Alternate Hypothesis (H1): The market share of coke is not higher then Pepsi.

(C)Let the level of significance is (α) = 5% which the hypothesis is tested.

FORMULA

Z = P*-P

√P(1-P)

N

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value is less then value calculated from the table that is 1.96, So the null

Hypothesis is accepted.

CONLUSION- the Market share of coke is higher than Pepsi

3)Hypothesis

(A)Null hypothesis (H0): Presale is good for the company.

(B)Alternate Hypothesis (H1): Presale is not good for the company

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(C)Let the level of significance is (α) = 5% which the hypothesis is tested.

FORMULA

Z = P*-P

√P (1-P)

N

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value (1.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted.

Conclusion – Presale is good for the company.

SWOT ANALYSIS

1. STRENGTHS :-

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DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a

number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that

can navigate through narrow alleyways of Indian cities and trademarked tricycles.

STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth

consecutive year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola

brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3

billion times per day.

COST OF OPERATIONS: The production, marketing and distribution systems are very efficient

due to forward planning and maintenance of consistency of operations, which minimizes

wastage of both time and resources, leads to lowering of costs.

2: WEAKNESSES:

LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide

thereby making the export levels very low. In India, there exists a major controversy concerning

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pesticides and other harmful chemicals in bottled products including Coca-Cola .Therefore,

people abroad, are apprehensive about Coca-Cola products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE:

The Company’s operations are carried out on a small scale and due to Government

restrictions and ‘red-tapism’, the Company finds it very difficult to invest in technological advancements

and achieve economies of scale.

3: OPPORTUNITIES :

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LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the soft drinks

market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per

cent market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new products, which are not

manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with

strategies to eliminate apprehension from the minds of the people towards the Coke products

produced in India.

HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in

the per capita income thereby causing an increase in disposable income. The beverage industry

can take advantage of such a situation and enhance their sales.

4: THREATS :

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IMPORTS: As India is developing at a fast pace, the per capita income has increased over the

years .If consumers shift onto imported beverages rather than have beverages manufactured

within the country, it could pose a threat to the Indian beverage industry as a whole in turn

affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of

regulations at each stage on the consequence from production to consumption. Therefore, this

can limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large number of daily wage

earners, poor roads; power problems; and inaccessibility to conventional advertising media. All

these problems might lead to a slowdown in the demand for the company’s products.

CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing

preferences of the consumers.

PUSH & PULL STRATEGY

PUSH STRATEGY:-

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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.

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

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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 Gwalior region and also company can measure or check the

performance of each retailers working all over the world with COCA COLA COMPANY.

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.

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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.

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 b

companies.

FACTS

The most popular flavor is Thumsup in the whole market.

Coca-Cola 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.

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Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes then Coca-Cola.

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.

Maaza captured a whole market. His competitor is slice & frooti

SUGESSTIONS

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.

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We can provide them beautiful display racks, tablemats, menu-cards etc., containing the trademark and brand name of the company.

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 as awareness about the products of the company among the consumers.

Bibliography

Reference:

Books Authors

Marketing Research : Naresh Malhotra

Marketing Management : Philip Kotler

Research Methodology : C. R. Kothari

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Websites :

www.quickmba.com

www.indiacom.com

www.yellowpages.com

www.coca-colaindia.com

www.google.com

QUESTIONNAIRE

NAME OF OUTLET OWNER:

AREA

CONTACT NO.:

(A ) GENERAL QUESTIONS

1).Type of channel

a) Grocery ( )

b) Eating & Drinking ( )

http://www.google.com/

http://www.coca-colaindia.com/

http://www.yellowpages.com/

http://www.indiacom.com/

http://www.quickmba.com/

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c) Convenience ( )

2). Type of category

a) Diamond ( )

b) Gold ( )

c) Silver ( )

3). Are you familiar with project RED?

a) Familiar ( )

b) Unfamiliar ( )

4).Your belief on Coca Cola increased from Project RED by?

a) 25% ( )

b) 50% ( )

c) 75% ( )

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d) 100% ( )

5).What kind of incentives you are getting from distributors?

a) Schemes ( )

b) Prizes ( )

c) Scratch coupons ( )

d) Cash discount ( )

e) None ( )

AFTER PROJECT RED

6) Improvement in condition of visicooler?

a) Yes ( )

b) No ( )

c) As it is ( )

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72%

8%

20%

YES

NO

AS IT IS

7) Has the availability of product increased?

a) Yes ( )

b) No ( )

c) As it is ( )

82%

9%9%

YES

NO

AS IT IS

8) Has the activation of outlet increased?

a) Yes ( )

b) No ( )

c) As it is ( )

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78%

12%10%

YES

NO

AS IT IS

9) Is the delivery of Coca cola’s product increased?

a) Yes ( )

b) No ( )

c) As it is ( )

80%

7%13%

YES

NO

AS IT IS

PERFORMANCE OF RED TEAM

10) What is the performance of Market developer?

a) Poor ( )

b) Good ( )

c) Better ( )

d) Best ( )

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9% 18%

73%

GOOD

BETTER

BEST

11) What is the frequency of deliveryman visit?

a) Daily ( )

b) Weekly ( )

c) Monthly ( )

d) Never ( )

93%

7%DAILY

WEEKLY

MONTHLY

NEVER

12) What is the frequency of visit of DGM/MEM?

a) Daily ( )

b) Weekly ( )

c) Monthly ( )

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d) Never ( )

2% 16%

79%

3%DAILY

WEEKLY

MONTHLY

NEVER

13) Do you want to continue with RED project?

a) Continue ( )

b) Discontinue ( )

93%

7%

CONTINUE

DISCONTINUE

14) Any suggestion?

………………………………………………………………………………………………………………………………………………………………………………

………………………………………………………………

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coca cola

Documents

anand jain page

project red

guidance of coca cola

cocacola india

company coca cola

marketing management

project titled impact

products of coca cola