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SUMMER TRAINING PROJECT REPORT

FOR

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.

SUBMITTED IN PARTIAL FULLFIMENT OF MBAPADMASHREE DR. D. Y. PATIL

UNIVERSITY

UNDER GUIDANCE OFMr. RAMESH GAWDE

SUBMITTED BY

ROHAN .P.NAIK

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DECLARATION

I Rohan Naik hereby declare that this project report titled

COMPARISION OF COKE VS PEPSI SCHEME is an original work

done by me under the guidance of Mr. RAMESH GAWDE (AREA SALES

MANAGER). I further declare that it is my original work as a part of my

academic course.

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ACKNOWLEDGEMENT

A compendium is never the work of one individual – more a combination of

ideas, suggestion and contribution involving many hands.

My debts are too numerous to be acknowledge individually. A large number

of individuals have contributed directly and indirectly in the completion of this

project. I am immersing thankful to PADMASHREE DY PATIL

UNIVERSITY

It is pleasure to express my gratitude for the assistance received from them.

Hence I would like to take this opportunity to thank them wholeheartedly for

helping me in preparing this project.

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SR NO INDEX PG NO

1 TITLE PAGE 22 ACKNOWLDGEMENT 33 INTRODUCTION 54 COCA-COLA HISTORY 65 RESEARCH OF COCA-COLA IN DHARAVI 156 B C G MATRIX 177 PORTER THEORY 188 PRICE OF THE PRODUCT 279 SWOT ANALYSIS 3810 READY STOCK AND PRESALES 4711 RESEARCH MEHDOLGY 4812 CONCLUSION 5113 SUGESTION 5214 QUESTIONNAIRE DESIGHN 5315 QUESTIONNAIRE 55

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EXECUTIVE SUMMARY

The Coca cola Company was established by Doctor John Pemberton a pharmacist from Atlanta, Georgia as a medicine company. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton Coca-Cola was bought by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non alcoholic beverage concentration and syrup used to produce nearly 400 brands.

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 includes Thumps Up, Limca, and Maaza

The scope of the project is to study the problem faced by coca cola in Dharavi area. Dharavi is the Asia's largest slum and administrative ward, over parts of Sion, Bandra, Kurla and Kalin.a suburbs of Mumbai, India .It is sandwiched between Mahim in the west and Sion in the east, and spread over an area of 175 hectares, or 0.67 square miles.

Coca cola is struggling to achieve its place in Dharavi area. Products like Nimbu Fresh, Fanta and Limca lags behind to impress people in this area. While Thumps Up, Maaza, Sprite is doing well. Coca cola have to play a challenging role to achieve its place as a soft drink company. Coca cola will have to impress the outlets in this area as it has done in other areas. Mentality of people here is different compared to other places.

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THE COCA-COLA COMPANY

HISTORY

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year

1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-

legged brass kettle in his backyard. He first “distributed” the product by carrying it

in a jug down the street to Jacob’s Pharmacy and customers bought the drink for

five cents at the soda fountain. Carbonated water was teamed with the new syrup,

whether by accident or otherwise, producing a drink that was proclaimed

“delicious and refreshing”, a theme that continues to echo today wherever Coca-

Cola is enjoyed.

Dr. Pemberton’s partner and book-keeper, Frank M. Robinson, suggested the name

and penned “Coca-Cola” in the unique flowing script that is famous worldwide

even today. He suggested that “the two Cs would look well in advertising.” The

first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting

thirsty citizens to try “the new and popular soda fountain drink.” Hand-painted oil

cloth signs reading “Coca-Cola” appeared on store awnings, with the suggestions

“Drink” added to inform passersby that the new beverage was for soda fountain

refreshment.

By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year,

Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red

has been a distinctive color associated with the soft drink ever since. For his

efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr.

Pemberton never realized the potential of the beverage he created. He gradually

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sold portions of his business to various partners and, just prior to his death in 1888,

sold his remaining interest in Coca-Cola to As a G. Candler, an entrepreneur from

Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and

acquire complete ownership and control of the Coca-Cola business. Within four

years, his merchandising flair had helped expand consumption of Coca-Cola to

every state and territory after which he liquidated his pharmaceutical business and

focused his full attention on the soft drink. With his brother, John S. Candler, John

Pemberton’s former partner Frank Robinson and two other associates, Mr. Candler

formed a Georgia corporation named the Coca-Cola Company. The trademark

“Coca-Cola,” used in the marketplace since 1886, was registered in the United

States Patent Office on January 31, 1893.

The business continued to grow, and in 1894, the first syrup manufacturing plant

outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago,

Illinois, and Los Angeles, California, the following year. In 1895, three years after

The Coca-Cola Company’s incorporation, Mr. Candler announced in his annual

report to share owners that “Coca-Cola is now drunk in every state and territory in

the United States.”

As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A

new building erected in 1898 was the first headquarters building devoted

exclusively to the production of syrup and the management of the business. In the

year 1919, the Coca-Cola Company was sold to a group of investors for $25

million. Robert W. Woodruff became the President of the Company in the year

1923 and his more than sixty years of leadership took the business to unsurpassed

heights of commercial success, making Coca-Cola one of the most recognized and

valued brands around the world.

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HINDUSTAN COCA-COLA BEVERAGES

PRIVATE LIMITED (HCCBPL)

ABOUT THE COMPANY

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 Regulation Act (FERA) which governed the operations of

foreign companies in India. Coca-Cola re-entered the Indian market on 26th

October 1993 after a gap of 16 years, with its launch in Agra. An agreement with

the Parle Group gave the Company instant ownership of the top soft drink brands

of the nation. With access to 53 of Parle’s plants and a well set bottling network,

an excellent base for rapid introduction of the Company’s International brands was

formed. The Coca-Cola Company acquired soft drink brands like Thumps Up,

Gold spot, Limca, Maaza, which were floated by Parle, as these products had

achieved a strong consumer base and formed a strong brand image in Indian

market during the re-entry of Coca-Cola in 1993.Thus these products became a

part of range of products of the Coca-Cola Company.

In the new liberalized and deregulated environment in 1993, Coca-Cola made its

re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian

bottling arm of the Coca-Cola Company. However, this was based on numerous

commitments and stipulations which the Company agreed to implement in due

course. One such major commitment was that, the Hindustan Coca-Cola Holdings

would divest 49% of its shareholding in favor of resident shareholders by June

2002.

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Coca-Cola is made up of 7000 local employees, 500 managers, over 60

manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17

Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract

Packers that facilitate the manufacture process of a range of products for the

company. It also has a supporting distribution network consisting of 700,000 retail

outlets and 8000 distributors. Almost all goods and services required to cater to the

Indian market are made locally, with help of technology and skills within the

Company. The complexity of the Indian market is reflected in the distribution fleet

which 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 and pushcarts.

“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like

“Life ho to aisi” for Urban India and “Thanda Mat lab Coca-Cola” for Rural India.

This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in

urban India. Between 2001 and 2003, the per capita consumption of cold drinks

doubled due to the launch of the new packaging of 200 ml returnable glass bottles

which were made available at a price of Rs.5 per bottle. This new market

accounted for over 80% of India’s new Coca-Cola drinkers. At Coca-Cola, they

have a long standing belief that everyone who touches their business should

benefit, thereby inducing them to uphold these values, enabling the Company to

achieve success, recognition and loyalty worldwide.

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MANIFESTO FOR GROWTH

VALUES:

Coca-Cola is guided by shared values that both the employees as individuals and

the Company will live by; the values being:

LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, it’s up to me

COLLABORATION: Leverage collective genius

INNOVATION: Seek, imagine, create, delight

QUALITY: What we do, we do well

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MISSION

To Refresh the World... In body, mind, and spirit

To Inspire Moments of Optimism... Through our brands and our actions

To Create Value and Make a Difference... Everywhere we engage.

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 logo

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank

Mason Robinson, in 1885. Robinson came up with the name and chose the logo's

distinctive cursive script. The typeface used, known as Spenserian script, was

developed in the mid 19th century and was the dominant form of formal

handwriting in the United States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His

promotional suggestions to Pemberton included giving away thousands of free

drink coupons and plastering the city of Atlanta with publicity banners and

streetcar signs.

The World’s Most Powerful Brand

Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in

the World, estimated its brand value at $70.45 billion .The ranking’s methodology

determined a brand’s valuation on the basis of how much it was likely to earn in

the future, distilling the percentage of revenues that could be credited to the brand,

and assessing the brand’s strength to determine the risk of future earnings

forecasts. Considerations included market leadership, stability, and global reach,

incorporating its ability to cross both geographical and cultural borders.

From the beginning, Coke understood the importance of branding and the creation

of a distinct personality. Its catchy, well-liked slogans (“It’s the real thing” (1942,

1969), “Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the

Feeling” (1987), and a 1992 return to “Can’t beat the real thing”) linked that

personality to the core values of each generation and established Coke as the

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authentic, relevant, and trusted refreshment of choice across the decades and

around the globe.

COMPANY PROFILE

HINDUSTAN COCA-COLA BEVERAGES PVT LTD

This is bhandup ware house of coca cola. The production department is in Wada. It is Asia’s second largest ware house. It has three ware house in Mumbai that is in thane, cotton green and bhandup. In this ware house they store all products of coca cola such as coca cola, coke diet. Thumps up, fanta, limca, sprite, maaza, kinley mineral water, minute maid all flavors and etc.There is 103 staff in this ware house. Every day between 70 to 80 trucks goes to their destination.There is primary and secondary service. In primary services the coca-cola truck come from Wada. And in secondary the coca- cola trucks goes out from bhandup warehouse and sell their products to their destination.In 1993, the world renowned soft drink giant - Coca-Cola entered India and bought

over PARLE brand of soft drink products, being one of the star bottlers of PARLE

the Group switched to manufacturing, bottling & marketing of Coke brand of soft

drink products.

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ORGANISATIONAL STRUCTURE OF BHANDUP OFFICE(HCCBL)

GM

ASM

STL MOE

PRESALER SALESMAN

LABOUR

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RESEARCH OF COCA- COLA PRODUCTS IN DHARAVI

My project includes research of sales of Coca-Cola products in Dharavi area. In this area, as per the research people prefer Thumps Up, Sprite and Maaza compared to Coca-Cola. As observed, Coca-Cola lags behind to impress people in Dharavi.

Some problems faced are: This area has maximum numbers of bars; they have experienced some

problem with the Kinley soda. People in the bars do not prefer Kinley as it has less fizz and so it does not attract many customers.

Also, the price of the Kinley water is relatively higher than the rival so, people prefer the water of other companies in comparison with Coca-Cola.

Outlets need some profitable schemes in this area to promote Coca-Cola, but as per the research the schemes provided by Coca-Cola are not satisfactory according to the outlets.

Rival provides better services in comparison to Coca-Cola.

Cooler is one of the biggest strength which is used in the outlet. Comparing with rival soft drink then coca-cola.

The major issue is to improve more the service of coca-cola company. They should look into the feedback system. And give them answer as early as possible.

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WAREHOUSING AND DELIVERY

In order to make sure the freshest beverages possible get to you, each warehouse

must efficiently manage the thousands of beverages cases produce each day. From

the warehouse, beverages are loaded onto the distinctive trucks.

The coca-cola products are manufactured in Wada. There is a plant. From the production it goes to the ware house. There are three ware houses in Mumbai.It is the storage area. They are in thane, bhandup and cotton green. The trucks come from the Wada that is the primary function and in secondary function the goods are deliver to outlets, distributors and etc. so this is how the process is done.In bhandup ware house it has a capacity to store around 45000 crates. Currently it stores around 6000to 7000 crates.

These are some brands of coca- cola which is available in ware house.

BRANDS IN INDIA:

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BCG (BOSTON CONSULTING GROUP) APPROACH

In the BCG approach, a company classifies all its Bus according to the growth

share matrix. Coke is one of the main product lines of the Coca Cola Company. It

is the one which is giving maximum revenues to it by different products in this

line. Here we have classified some of its major products in the BCG matrix on the

basis of their fame and liking of the people.

Stars - Coke ? – Kinley, Diet coke, Nimbu

fresh, Pulpy orange

Cash cows - Sprite Thumps

up

Dogs - Kinley soda

Michael Porters Five Force Analysis

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THREAT OF NEW ENTRY

As there is no report of any new company entering the Beverage market as it requires large amount of capital.

COMPETITIVE RIVALRY WITH INDUSTRIES

There is only two Soft drink which are leading in the market that is coca-cola and Pepsi. No other soft drink can stand beside them as they have brand.

THREAT OF SUBSTITUTE PRODUCT

THREAT FROM NEW ENTRY COMPETITIVE RIVALRY WITH INDUSTRIES

THREAT OF SUBSTITUE PRODUCTS

BARGAINING POWERS OF BUYERS

BARGAINING POWER OF SUPPLIERS

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In today’s market people believe on brands. If there is no coke people will prefer Pepsi in cola flavor. And if no Pepsi than vice a versa.

BARGAINING POWER OF BUYERS

It is very high due to the presence of various brands and also the unorganized sector.This gives the buyer a wide variety of brands to choose from.There is additional pressure from buyer to introduce schemes and reduction in cost.

BARGAINING POWERS OF SUPPLIERS

The bargaining power of Suppliers are very low.As the coca cola company have developed captive suppliers& entered into a contract. So the company is not at the mercy of the suppliers.

PRODUCTS

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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:

In the Lemon section:

In the Juice section:

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In the Soda Water and Bottled Mineral Water section

PRODUCT PROFILE OF COCA-COLA

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There are some brands of coca-cola in India and they are differ in

taste, flavor and also in their colors.

1. COCA COLA

Coke is considered to be a cola drink. It is generally preferred by all

sections of consumer. This is a case cow brand for the company in terms of

sales revenue.

2. THUMS-UP

Thumps-up is also considered to be a cola drink. It is hard in

comparison to coke. It is preferred by all section of consumers but especially

to teen-agers. It is a big source of company to cash its publicity.

3. LIMCA

Limca is considered to be lemony in taste, and comes under the

category of cloudy lemon because of its color, which is

Similar to that of clouds. It has to yield good sales revenue. It is

generally preferred by Children & Women.

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4. FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children &

Women.

5. MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It

is a non-aerated soft drink. It is preferred mostly Children & Women.

6. KINLEY SODA

This is a soda drink. It has no color and no flavor. It is generally used

with alcohol and used by adults.

7. SPRITE

Sprite is a good product at cola and contains at lemon flavor. And

preferred by all age of people.

8. KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of

Bisleri and Aquafina.

9. MINUTE MAID

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In Minute maid pulpy orange cold drink no gas only based on orange

juice. It is a non-aerated soft drink and market competitor of Tropicana

Twister.

10. DIET COKE

Diet Coke is sugar free flavor. Diet Coke is mostly preferred by Sugar Free

patients.

PRODUCT MIX

Products

The group manufactures and markets Carbonated and Non-Carbonated Soft

Drinks and Mineral Water under Coca Cola brand. The various flavors and

sub-brands are- Coca Cola, Thumps Up, Sprite, Limca,Fanta, Fanta Apple,

Mazza, Pulpy Orange, Kinley Soda, Kinnley Water.

CAN

Diet Coke, Coca Cola, Thumps Up, Sprite.

Brand available in 200ml.

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1. Coca Cola2. Thumps Up3. Sprite4. Limca5. Mazza6. Mazza Tetra Pack

Brand available in 330ml.

1. Thumps Up

2. Sprite

3. Limca

4. Kinley Soda

Brand Available in CAN

1. Diet Coke

2. Coca Cola

3. Thumps Up

4. Sprite

5. Fanta

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Brand Available in (600ml)

1. Coca Cola

2. Thumps Up

3. Sprite

4. Mazza

Brand Available in (1Ltr)

1. Kinley Water2. Pulpy Orange3. Maaza

Brand Available in (1.25 Ltr)1. Coca Cola2. Thumps Up3. Sprite4. Limca5. Fanta

Brand available in (2 .25Ltr)

1. Coca Cola2. Thumps Up3. Sprite4. Limca5. Fanta

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PRICE OF THE PRODUCTOF COKE AND PEPSI

PRICE OF THE PRODUCT OF COKE

Product Bottle in MT Mrp price(solo)Coke(200ml) 24 8

Other (200ml) 24 10Other Can(300ml) 24 22Coke can(300ml) 24 20

Coke Pet bottle(600ml) 24 27Other pet bottle(600ml) 24 29Maaza pet bottle(600ml) 24 30

Maaza tetra pack(200ml)

27 12

1.25 ltr (coke ) 12 351.25ltr (sprite,Thums

up)12 38

1.25ltr(Fanta,Limca) 12 421.50ltr(all) 12 50

2.25ltr (coke) 9 552.25ltr(Thumps up,

Sprite)9 59

2.25ltr(Fanta,Limca) 9 65

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PRICE OF THE PRODUCT OF PEPSI

Product Bottle in MT Mrp price(solo)200 ml Pepsi 24 8200 ml Slices 24 10

200 ml Miranda 24 10200 ml Mountain Dew 24 6Pepsi 600ml all brands 24 29

Pepsi I lit all brands 12 35Mirinda2lit 12 60Pepsi 2 lit 12 60

Details of actual work undertaken

Coca cola has its own management system which is a major tool that helps

management in problem solving and framing marketing strategy.

Followings are done in Bhandup during the internship of 2 months.

ROUTE TRAVELLING

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OBSERVE MARKET FOR 200ML RGB

MERCHANDISING IMPACTING (MIT)

SCOPE OF OPPORTUNITY FOR OPENING NEW OUTLETS

COKE VS PEPESI

DEVELOPMENT/IMPROVEMENT/COMPLAINTS

PRESELL ORDER

DSR (DAILY SURVEY REPORT)

ROUTE TRAVELLING

Route travelling was the first thing done during 2 months of internship.

In route travelling the task was to go along with salesman in truck, the main

motive of route travelling is to see how orders being taken from vendors and

different schemes being told by salesman, schemes changes daily.

Through route travelling it came to know that outlets are classified in two

categories which are as follow -:

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OBSERVE MARKET FOR 200ML RGB

In two months internship another task was given to observe market200ml bottle i.e.

“CHOTA COKE”. Task was to go to vendors, tell them about the availability of

the product. In recently coca-cola has reduced price of 200 ml coke from 10 rupees

to 8 rupees. Has affected the sales. In 200 ml rgb scheme was with every any

flavor of one crate on coke bottle is free.

MERCHANDISING IMPACTING (MIT)

This was another task that was given to me. to go with MD that is (market

developer ) and check out each outlet under the area of Market developer. Main

motive of market impacting are as follow

To see that if all products are available at that particular outlet or not,

If not then products are being made available to vendors.

To see Visi-cooler is at prime location or not

Products are arranged in COLAGE in Visi-cooler, Sequence of COLAGE is

COKE, Fanta, Sprite, Limca, Thumps up, Maaza, Minute-maid and Kinley.

Any problem being faced by him regarding stocks and services.

SCOPE OF OPPORTUNITY FOR OPENING NEW OUTLETS

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This was another very interesting task that was given. Main motive was to open new outlets. In this Visi-cooler i.e. SGA (Sales Generating Asset) was to be provided to the new outlet. Main focus for opening new outlet.The procedure was to fill the form that is EDS form and if company wants to provide them cooler than there is another form that is new entity form bhandup. It requires vendor’s telephone/electricity bill, ration card and his outlet name stamp.

COKE VS PEPESI

COKE v/s PEPSI

coke

Coca cola Thumps Up Sprite Limca Fanta Maaza Kinley Soda Kinley Water Minute maid

Pulpy orange Nimbu Fresh Mango

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PEPSI

Pepsi 7 Up Lemonade Miranda Slice Duke’s Soda Aquafina Water

PEPSI

History

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1898 by Caleb Brad ham, which made it at his home where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe. Brad ham sought to create a fountain drink that was delicious and would aid in digestion and boost energy.

PEPSI IN INDIA

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This $3040 billon, New York (U.S.) based Pepsi Company, had to

start from scratch after entering the country in 1989. Deep blue Pepsi is a

broad based food and beverage company, deriving more than 60% of its

sales and operating profits from its snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at

Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which

was introduced six year back, has now become the household name thought

the country.

The Marketing efforts of Pepsi in the first three year were so

successful, that Pepsi had taken major market share of Parle and Parle has to

face hard times. Pepsi-Cola has been positioned as a drink for the young. Its

popular slogan “YEHI HAI RIGHT CHOICE BABY” go to show that

appeal is significantly for the younger generation in a popular, much aired

commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune

only after he’d guzzled, the right cola, made the smart choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in

Rs. 300 core to add muscle to its infrastructure in bottling and distribution.

At present Pepsi is at war with Coke at National level.

Schemes provided by Coca cola& Pepsi to the outlets

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Coca-cola SCHEMES

With the box of cans (24 cans), company provides 2 cans of coke free. In coke purchase 6oo ml 1 box and get one coke bottle free. With the box of RGB (24 bottles), company provides 1 coke bottle free. With the bottle of 2.25 liter, a tetra pack of maaza is free (this is a short term

scheme). With the box of 1 ltr bottle of Kinley the company provides 2 bottles of 1 ltr

free. Pet 600 ml soda purchase 3 box and get 12 soda bottle and 1 umbrella free Purchase 2 box maaza 600 ml and get 3 bottles free.

PEPSI SCHEMES

In Pepsi purchase 3 box of tin and get 8 tin free. In Pepsi purchase 600 ml 1 box and get 4 mineral bottles free. In Pepsi they provide no scheme in 200 ml. In Pepsi purchase one box of 2 liter and get I bottle free. In 1 liter purchase one box of Pepsi and get 12mineral bottle free.

DEVELOPMENT/IMPROVEMENT/COMPLAINTS

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Development/ Improvement/Complaints Performa were made for the vendors. In

this all the complaints were registered which were facing by the outlet owners; this

was done to improve the services of Coca-Cola and to make development.

It was found that majority of share of Coke in dharavi area are not satisfied with

Coke, they have complaints moreover they are happy to sell Pepsi instead of Coke.

They just keep Coke because of consumer demand else they are not satisfied.

Rests who are satisfied are either monopoly counter of Coke or Discounted outlets

or has good relationship with the salesman.

Through this it was found that services of Pepsi are far better than Coke and

margin is also little higher in case of Pepsi.

Mostly complaints of Outlets are as follow:-

Replacement was not done of breakage, expired products, regarding Quality.

Margin is high in case of Pepsi as compare with Coke.

Visi-cooler problem not working well or require bigger Visi-cooler as

formalities has been done still nothing done.

Schemes were not given to them.

DEVELOPMENT/IMPROVEMENT/COMPLAINTS

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DSR was to get how much stock does the particular outlet has. In this to get the

mobile number of the owner so that daily message being send to the owner

regarding the Schemes, in Coke schemes changes every day. It also helps to

compare the stock between Coke and Pepsi available at outlets.

Below is Performa which was needed to be filled up:-

SECTOR- EDSR DATE-

Outlet namePhone

no.

VisiEmpty

RGB600 Pet

2L

PETSoda Pet Cans Water

K

oPc Ko Pc

K

oPc

K

oPc Ko Pc

K

oPc

K

oPc

Performa need to be filled in numbers that how much stock does outlet has.KO – Coca-ColaPC – Pepsi

PRESELL ORDER

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Presell order was to get order one day prior of the delivery. Orders were taken

from the vendors one day before and delivery was given next day. This was done

because vendors were facing problems regarding the brand package size that are

not available when they want. If any scheme is there than presaler will inform him.

So this is how presaler works.

Based on volume pattern

DIAMOND: - Those outlets are known as Diamond outlets where the annual sale

of Coca cola soft drinks is more than 800 crates.

GOLD: - Those outlets are known as Gold outlets where the sale is in between 500

crates to 800 crates per annum.

VOLUME

DIAMOND GOLD SILVER BRONZE

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SILVER: - Those outlets are known as Silver outlets where the sale is in between

200 to 499 crates per annum.

BRONZE: - Those outlets are known as Bronze outlets where the sale is less than

200 crates per annum.

Swot analysis

STRENGTH

Coca cola has a brand worldwide.

People rely on quality.

The promotion strategy of the Coca Cola Company is excellent. Usually it employs the movie stars like Aamir Khan, Hrithik Roshan etc. and recently cricketer like sachin tendulkar.

The Coca Cola Company usually has contracts with the big restaurants such as McDonald so that the soft drinks of the company can be linked with the food of the restaurant. Hence, more people can consume the drinks and the profit of the company can be maintained.

WEAKNES

Customer feedback system is not effective.

Compared with Pepsi, Coca-cola is struggling behind.

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People prefer Thumps Up and Sprite compared to Coca Cola in Dharavi area.

It is also struggling with Nimbu Fresh, Limca and Fanta.

OPPORTUNITY

Company should provide more schemes.

Coca cola can create more monopoly outlets by giving some schemes and coolers.

If there is a new outlet or they don’t have visi cooler then with the help of presaler they can convince them to take visi cooler as visi cooler is the strength of the company.

THREATS

As in Dharavi area coca-cola is struggling like pet 600 ml.

Kinley soda has less fizz compared to other soda.

Kinley’s mineral water cost is relatively high when compared with rivals.

Rivals provide payments to the outlets for hoardings.

ADVERTISING

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Advertising is non-promotion of goods and services, by a sponsor (a

firm or person) who can be identified and who has paid for this

communication. This purpose of advertisement is to sell something a good

service, idea person or place, either now or later this goal, reached by setting

specific objective that can be expressed individual ads. Those are

incorporated into an advertising campaign recall again from the buying

decision process that buyers go through a series of stages from unawareness

to target customers to the next stage in the hierarchy say from awareness to

interest.

Advertisement plays an important role in the success of coca-cola

product since its first newspaper ad. In 1886 that red, coca-cola delicious

“Refreshing Exhilarating” Invigorating”. Advertisement is a key of

implementing a strategy over one hundred year old to trigger desire as offer

and in as many ways as possible.

Some pictures of advertising

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PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but only

D.P. Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9

% total sales company invested 305 crore rupees in advertisement Budget.

Radio.

T.V.

Hoardings.

Road signs.

Sticker.

Neon light.

Banners.

Newspaper.

Magazines.

Exhibition.

Posters.

Sponsoring local events.

R.E.D CONCEPT

R.E.D is the survey method that company started earlier. For the

survey of R.E.D., Company has the person who does the red activity. He can

be the presaler or MD that is market developer. This survey is very

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important as per company point of view. He checks the cooler and gives

points. He has to provide pure cooler for company.

ABOUT THE R.E.D SURVEY

The survey named as R.E.D. (RIGHT EXECUTION DAILY).

The survey has been conducted to check the cooler management, availability

of products & activation of coca-cola in various outlets.

The survey was based on three topics: -

Firstly, I have to check the cooler management i.e. the cooler that was

provided by the company to the customer, are properly managed/working

or not. And lastly the most important aspect of cooler management was

the brand order.

Secondly, I have to check the availability of the product i.e. whether the

product is available to the customer or not.

Lastly, I have to check the activation, which is a very important because

activation helps to boost the sales. Activation is done through boards i.e.

glow sign. DPS, Flanges and Combo boards. Mostly combo boards are

given to the E&D outlets. And is very helpful in attracting the customers.

Rack with header is provided to the Grocery outlets, which should be

fully charged.

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Right Execution Daily (R.E.D) is the diversification of outlets as

Channel, Class, and Income. Let’s know what are the Channel, Class, and

Income respectively.

CHANNEL

Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or

CONVENIENCE?

GROCERYS

Outlet primarily engaged in retailing of food & various household items. It

includes Grocery (Outlets dealing mainly in grains, provisions, spices, edible

Oil, vanaspati etc) and General Stores (Outlets selling items of day-to-day

requirements & stocking a Varity of branded products)

E&D

There are two types of E&D Outlets

E&D TYPE 1

The outlet does not have place to sit. It includes Bakery, Sweet shops, QSR,

Juice Centers, Soft Drinks Shops etc.

E&D TYPE 2

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The outlet should have a place to sit. It includes Sit down Restaurants, Bars,

Dhabas, and Cafes etc.

CONVIENCE

Which includes outlets which are small stores or shops, generally accessible

locally these are often located alongside busy roades It includes Chemists,

STD Booths, and Pan Shops etc.

OUTLET VOLUME

Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?

BRONZE

Those outlets, which sells < 200 c/s per year.

SILVER

Those outlets, which sells 200-499 c/s per year.

GOLD

Those outlets, which sells 500-799 c/s per year.

DIAMOND

Those outlets, which sells 800 & above c/s per year.

INCOME

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Whoever costumer comes on shop which income class they belongs like

high Income, medium Income, low Income.

CLUBBING AND RANGE SELLING

CLUBBING

Clubbing is also one type of marketing. Clubbing is done if sales target is low in some areas. Clubbing is used as a last option when the chances of sales are very low.Clubbing is to add goods of two places into the truck.E.g. Goods for Ghatkopar and Vidyavihar outlets are merged into one truck. Clubbing is not beneficial.

RANGE SELLING

Range selling is one of the most common aspects used in marketing. It is very common in dharavi areas where people’s incomes are very low they can’t afford everything, for them range selling is best option. Range selling can be done in 200 ml, 330 ml, 350 ml, 600ml, 1.25ml, 2.25ml and etc. It giver different flavor to the outlets.

For example in an outlet called Public Telephone Booth the range selling was 5 Maaza, 6 Coke,7 Fanta, 6 Sprite.This can have different range.

READY STOCK

Ready stock is an old form of business. It is according to the outlets requirements. Here Salesman works without a proper PJP.Salesman generates orders and delivers goods at the same time. Here he does not convince. He gives what outlets wants. And there is no any fixed target. Here an

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entire favor goes in the hands of vendors. It is Low capacity utilization of delivery vehicle. And Company’s span of control till distributor.

PRE – SALE

This is the new concept that had started from the year 2007. In the Pre-Sale the company takes order one day before and accordingly company delivers their products for each route. In presale the entire pressure is on the presaler himself. He has to convince them to give order. His main motive is to complete the sales target. And he has to give report in the office.He is worked under sales officer. He has to fallow his order and complete the sales target on time.

This was done because vendors were facing problems regarding the brand package size that are not available when they want. If any scheme is there than presaler will inform him. So this is how presaler works. Company gets control over retailers. High capacity utilization of delivery vehicle.

Objectives of the study:-

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The main objective of this study lies in studying and understanding Market

which comprises of retailers perception and opinion about the product 200

ML RGB.

To find out competition provided by its competitors and the extra benefits or

offerings or services provided by its competitors. Like schemes etc.

Also see the difference between the ready stock and presales in dharavi

areas.

RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative

in nature it basically aims at gathering data about how the coca-cola scheme

playing in the mind of shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA

1. Primary data

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2. Secondary data

1. Primary data collection: Primary data can be collected by

three methods.

a) Observation

b) Experiment

c) Surveys

But here, only surveys method of data collection is preferred which is very

suitable to reach the researcher motto.

A. Research instrument: Printed Questionnaire was used

as the research instrument to collect the required

information.

B. Area of surveys: The survey was conducted in

dharavi area of Mumbai.

Sampling plan: sampling plan consists of

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I. Sampling unit : The retailer of Grocery shop, general

store, and Restaurants was selected from different places

of dharavi.

II. Sampling size : 50 Outlets.

III. Sampling procedure : Simple random sampling

procedure was followed

IV. Sampling method : Data were collected by retailer

survey. The retailers are directly contacted and

V. Interviewed : at their retail counter.

2) Secondary data collection : As secondary data some information

was not available with shopkeepers as well as stockiest, so these were

collected from company records.

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CONCLUSION

Thus marketing role plays an important role in achieving objectives of a company.Undoubtley value utility is created by the manufacture of product or service but time and place utility are created by marketing role.

According to peter drucker both market and distribution channels are often more crucial then the product.

As Coca-Cola is one of the biggest soft drink making company. It faces problem in dharavi areas. Where people prefer thumps up and sprite. Especially the 600 ml pet is struggling behind compared with other products.The company should try to improve the schemes specially the coke.People in dharavi area are not highly educated. Hence it will take some time to fit in that area.

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SUGGESTION

Services System should improve in the areas like dharavi areas.

The company should more effectively handle visicooler complaints.

Company should ensure, the schemes reaches the outlet

Cooler purity should be treated as priority.

Overall service should be improves for more Sale and to be the

Market leader.

QUESTIONNAIRE DESIGN

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First of all for designing the questionnaire, there are scaling techniques available

like:

1) Comparative Scales.

a) Paired Comparison

b) Rank order

2) Non – Comparative Scales

c) Continuous Rating Scales

d) Itemized Rating Scales

Likert Scale

Out of all these mentioned techniques for designing the questionnaire, I have opted

for Comparative Scale Technique since this way it becomes much more easy for

answering the questions and also the context in which the questions have been

asked, gets delivered across to the other party easily. And thus we can analyze the

responses in a better way.

Method of Data Collection

Data collection means gathering information to address those critical evaluation

questions that were identified earlier in the evaluation process. Data was collected

by conducting opinion surveys by filling out questionnaires on paper through

asking with each outlet.

Data Collection:

The data was collected through survey.

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Retailers

Here retailer was the informer for us.

Number of retailer who were survey through personal interview – 50

Sampling

Sampling involves selecting units from a population of interest so that by studying

the sample one can fairly.

Sampling technique

Sample Type: “Non Probabilistic” Convenience sampling was followed.

Convenience sampling is used in exploratory research where the researcher is

interested in getting an inexpensive approximation of the truth. As the name

implies, the sample is selected as per the convenience

Sample size: 100

COCA – COLA

QUESTIONNAIRE

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1) Which product of coke in 600 ml is preferred more by the customers?

a. Coke b. Thumps up c. Sprite d. Limca e. Fanta f. Maaza

60%

40%

percent

thumsup,sprite,maazaCokes and others

2) How would you rate pre-seller service?

a. very good b. Excellent c good average Below average.

3) Which soft drink company provides better schemes?

a. coca-cola b Pepsi

4) How would you rate ready stock deliver service?

a. very good b. Excellent. c.good d average e below average.

5) Do you think rate of 200 ml of coke which is available at rupees 8 is worthy?

a. Yes b no

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6) Which packs sells more?

a.RGBb.PET

7) Are you aware of kinley soda?

a. yes b. no

8) Which quantity of pack sells more?

a. 200ml b.600mlc.1.25lit d.2.25ml

9) Do you find the display attractive of?

a) Coke b) Pepsi c) both

10) What are the peak selling hours of this outlet?

a. 10 am - 12am b. 4pm - 6pm c. 6 pm - 9 pm d. Any others

11) In can which soft drink people prefer form your outlet?

a. Coke productb. Pepsi product

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30%

30%

40%

can

pepsicokeclou9 and red bull

12) Which Soft drink company provides better promotion strategy in you outlet?

a. coca-cola b. Pepsi

13) Which companies product sell more Pepsi or coke in 350/250PET?

60%

40%

350/250ml

pepsicoke

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14) Which product of coke in 2.25 lit is preferred more by the customers?

a. Coke b. Thumps up c. Sprite d. Limca e. Fanta

15) Any improvement, you want in our services?

Type of outlet-

Telephone no / mobile no Stamp-