summer project report
TRANSCRIPT
HINDUSTAN COCA-COLA BEVERAGES Pvt. Ltd.
PROJECT REPORT ON
Execution Mapping in RED (Right Execution Daily) Outlets of Coca Cola
A report submitted towards the partial fulfillment of the requirements of the two years full-time MBA (Marketing)
Submitted by:MITHLESH KUMAR SINGHMBA (Marketing)Session :( 2011-2013)Roll no. – 1171270023
1
IIMT College Of Management, Greater Noida
2
ACKNOWLEDGEMENTI wish to express our gratitude to Hindustan Coca-Cola Beverages Private Limited, management for giving us an opportunity to be a part of their esteem organization and enhance my knowledge by granting permission to do our summer training project under their guidance.
I am grateful to Mr. Sameer Madan(Marketing Manager), Mr. Anoop Mishra (Area Sales Manager), Rupesh Singh & Anil singh (Market Developer) my guide, for his invaluable guidance and cooperation during the course of the project. He provided me with his assistance and support whenever needed that has been instrumental in completion of this project.
The learning during the project was immense & invaluable. My work basically included the study of various ways for developing marketing strategies for the company. The present report is an amalgamation of my thoughts and my efforts to study the various ways of developing the marketing strategies for the company. Further a detailed study has been done in order to suggest the company the feasible strategies that would enhance its market share.
MITHLESH KUMAR SINGH
SUMMER TRAINEE
3
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 in 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 eight week 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 shall be of definite use to the organization.
4
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 in partial fulfillment for award of degree of MBA from IIMT College Of Management, Greater Noida.
The content of this report is based on the information collected by me during my tenure at Coca-cola at Varanasi for two months of training from 1st of May to 31st of July 2012.
5
Examiner’s certification
The project report ofMithlesh Kumar SinghTitle: - Execution mapping in Red-outlet of Coca-colaIs approved and is acceptable in quality and form.
Internal Examiner External examiners
6
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
Introduction of CocaCola Overview About Coca Cola Mission Of Coca Cola Vision Of Coca Cola
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
7
Promotion by the company
CHAPTER -7 Marketing Department
Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company
CHAPTER-8 Methodology
Research methodology PGP Plan Pre Sale Concept
CHAPTER -9 Hypothesis
Test of hypothesis Swot analysis Push & Pull Strategy
CHAPTER -10 Conclusion
Conclusion Findings Facts Suggestions
CHAPTER -11 Questionnaire
QUESTIONAIRE Declaration References
8
9
1. 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’s my gratitude to work with Coca Cola company specially in marketing department. I
have been placed their in sales and distribution department for my internship. The
research work was not so easy as Coca Cola is very strict in their marketing policy.
In the beginning the main reason for conducting this study was to know the proper
allocation of distribution to the suppliers and also to know about the products sales.
Further, it is to understand the availability of the product and to check out that there is the
proper advertising of the product and also to know the working condition of the visi cooler
provided by the company.
Also to know the various scheme provided by the Coca Cola is really applied in the market
or not and to compare the schemes with Pepsi products.
The study is done to understand the problem of the retailers, and understanding the pre-
sale concept.
Thus, these were the main reasons for conducting this study.
10
2. RED (RIGHT EXECUTION DAILY)
OBJECTIVES OF STUDY
The main objective of this RED project is to increase the sales of the company . To advertise a various product of a 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.
11
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.
12
MY ROLE IN PROJECT “RED”
IMPLEMENTATION – First and foremost 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 which I implemented RED and these areas are further visited by various
higher officials of the organization.
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 on the basis of which scoring can be done.
Scoring is done out of 100 marks and they have been further divided in 3 components
1. VISI COOLER - 20 points
2. AVAILABILTY - 70 points
3. ACTIVATION – 10 points
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.Anoop Mishra).
13
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 also took out the orders from retail outlets
and to check out the activation.
AVAILABILTY - I also need to give company weekly availability report of various
brands.
14
INTRODUCTION
The soft drink market is one of the biggest markets all over the world and growing
at very rapid speed. The major player in the soft drink industry is Coca-Cola, Pepsi
& Amul. Coca – Cola is market leader and one of the oldest brands present in the
market. Its main competitor is Pepsi.
Any soft drink company thrives on its bottling system. The three central points
could be seen for the soft drink industry. Firstly the soft drink industry historically
has been vertically segregated. With the national parent company is producing the
propriety syrup base and independent bottler at the local level producing the
finished soft drink product. Secondly the industry grew using refillable containers,
which requires relatively dense production facilities. Thirdly the use of refillable
containers and independent bottlers in turn requires the creation of exclusive
marketing territories.
The soft drink industry could prosper to such an extent because of the
development of the machine - blown bottle and the invention of crown cap in the
last decade of nineteenth century because the bottler had to deliver the product and
pick up the empty used bottles for refilling and because the cost of transporting the
finished product over long distances would have been prohibited. Production
efficiencies demanded that the soft drink distribution system be rather dense. With
the large number of bottling plants located relatively close to there respective
markets. On account of early operation set the boundaries of each individual
territory at the distance of a horse and driver cover conveniently in one day: Those
territories later increased somewhat in size to account for the use of motor vehicles.
Even though efficiencies of production and distribution using refillable bottles
demanded dense production facilities, the syrup manufactures lacked both the will
15
and the resources to establish vertically integrated production and distribution
system. Thus was born the franchised Bottler, who bought syrup from the
manufactures and bottled the product for local market pursuant to an exclusive,
perpetual appointment.
There are two reasons the use of refillable container in a vertically
segregated organization required exclusive geographic marketing territories. Firstly
for the early bottlers the venture was quite risky, as it would be for contemporary
bottlers in an environment of intense intra brand completion and territorial
exclusivity was the only way to attract participants. Second, the refillable bottling
process itself requires exclusivity. A bottler using refillable bottles will always have a
huge number of bottles in circulation, either on the shelves of retailers or in the
hands of customers. The supply of bottles out of bottler’s direct control is the
“Float’’.
Refillable bottles cost more than the deposit that is charged for their return,
thus the bottlers essentially finance the float. If the bottler is not assured of
recapturing this float. The refillable bottles, the development of a vertically
segregated distribution system. The need to create potentially higher rate of return
in order to encourage investment in bottling enterprise and the need to protect
each bottler’s float of refillable glass. The trademarked soft drink industry historically
has consisted of a large number of independent bottlers holding appointments for a
national brand in an exclusive geographic territory.
Refillable glass bottle were usable for the industry for the following two
reasons as well:-
1. Refillable bottles provide an environmentally sound way to extend the
life of soft drink containers
2. There is also a case for refillable bottles based on consumer economies.
Refillable glass bottle historically have provided the consumer soft dink at
lowest cost per ML.
16
Coca cola resorted to forward integration of the bottling network through
direct purchase and equity investment and Pepsi co followed a parallel integration
path.
The forward integration of territories permits consolidation of production
facilities and realization of scale economics in production.
This lead to formation of company owned bottling (COBO) and franchises
operated bottling operation (FOBO). These are two main systems through Coke
and Pepsi operate throughout the world.
Coke likes to develop new taste according to the regional preference and
thus can boast of many brands less than one roof.
At present it sells these beverages in 200ml, 300ml, 1.2ltr, 1.5ltr, 2.25ltr. And
bottle one way package (pet take away bottle). Can and in fountain. Maaza is also
available in tetra packs.
Pepsi entered India two year ahead of coke that is in 1991.
17
OVERVIEW ABOUT COCA-COLA
Every person who drinks a coca-cola enjoy moment of refreshment and shares an experience that millions of others have savored. All of those individual experience combined have created a worldwide phenomenon – a truly global brand. The Coca-Cola company, nursing the global community with the world largest selling soft drinks since 1886, returned to India in 1993 after a grape of 16 years giving a new thumbs up to Indian soft drink market. In the same year ,the company took our ownership of the nations top soft drink market brands & bottling market. No wonder our brands assumed an iconic status in mind of consumers. Coca-Cola serves in india some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinely (packaged drinking water).
The biz.system of coca-cola in India directly employs apporxmatly 6,000 people, & indirectly creats employment for many more related industries throw our wash procurement , supply and distribution system.
The vast Indian operations comprise 25 company owned bottling operations & 24 franchise –owned bottling operations . the apart a network of contract packers also mfg. a range of the product for company. On the distribution front ,10 tone trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities, ensure that our product available in each corner of the country.
The coca cola is reasponsible for the mfg. distrubtion & sales of product across the country.
A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste the life \. It is with enjoyment.
18
MISSION OF COCA-COLA
To refresh the world in mind, body & sprit. To make a difference in our product. To inspire moments of optimism through our brand and action. To create a value in brands & difference everywhere we engage. To do everything differs. Our product in each hand. Being a global leader in beverage.
VISION OF COCA-COLA
Profit : Maximize the return of shareholder.
People : Establish a great place to work where people are inspired to
the Best they can do.
Portfolio : Bringing to the world a portfolio of beverage brands that
Anticipate and safely people’s desire & need.
Partners : nurturing a winning network of partners & building a mutual
Loyalty.
Planet : Being a responsible global citizen that makes a difference.
19
VALUE OF COCA-COLA
Leadership : “The courage to shape a better future”
Passion : “Committed in heart & mind”
Integrity : “Be real”
Accountability: “If it is to be, it is to up to me”
Collaboration : “Leverage collective genius”
Innovation : “Seek, Imagine, create, Delight”
Quality : “What we do. We do well”
20
BIRTH OF COCA-COLA
DR. John Stith Pemberton invented coca-cola on May 8, 1886 in
Atlanta, Georgia. The doctor was trying to invent a headache tonic by mixing
coca leaves and the kola nuts as basic. The tonic was to be mixed water to
be sold as headache tonic.
It had a tingle of alcohol in it. So after all the drinks with the alcohol were banned
Atlanta in 1885. DR. Pemberton mixed the leafs with the kola nuts, water, sugar,
Carmel, vanilla, lemon, cassia, caffeine, and a lot of other ingredients. The new
syrup was to be mixed with normal water and taken by mouth and was a marketed
as a headache tonic. It was a tested in popular soda fountain’s at Jacob’s
pharmacy. It turned out to he good medicine for headache. After some months soda
jerk. Willis Venerable at Jacob’s pharmacy mixed syrup with carbonated water
instead of normal water and hence coca- cola born and derived its name by Frank
Robinson. DR. John Pemberton’s bookkeeper. Coca-cola got its name from the
kola leaves and kola beans that were used to prepare the drink. He also wrote the
famous script logo that is still used today.
COCA-COLA COMPANY
As a Candler bought the rights of coca—cola from various people to whom
Dr. Pemberton had gifted or soled. In 1889. As a Griggs Candler an ambitious
pharmacist and owner of the as a. G. Candler & company became the sole
proprietor of coca—cola and Robinson became his partner. Thus coca—cola the
company was born in 1888.
Later in 1919 As a Candler sold the Company to Ernest woodruff who made the
company public.
21
FIRST BOTTLING AGREEMENT - 1899
Till 1899 coca-cola was sold as fountain beverage only. In 1899 two young
attorneys from Chattanooga. Tennessee believed they could build a business
around bottling coca cola. In a meeting with Candler, Benjamin. Thomas and
Joseph white head obtained exclusive rights to bottle coca-cola across most of the
United States for the sum of the one dollar. A third Chattanooga lawyer John. T.
Lupton soon joined three ventures.
THE RAPID GROWTH-1900-1909
The three pioneer bottler divided the countries into territories and sold bottling
rights to local entrepreneur. Their efforts were boosted by major progress in bottling
technology which improved efficiency and product quality. By 1909, nearly 400
coca-cola bottling plaits were operating, most of them family owned business.
Some were open only during hot weather months when demand was high.
THE CONTOUR BOTTLE-1916
The coca—cola as sold in simple Hutchinson (straight —sided bottles till
1916 that could be easily imitated also due to large popularity duplicates with the
name of coca-cola started entering the market and it was difficult to distinguish coke
from the duplicate beverages. Hence in 1916, a Swedish engineer. Alex
Samuelsson of the root glass company of Terric haute. Indiana designed the
present color bottle. It became the identify of coke. The contour bottle became one
of the few packages ever granted trademark status by U.S. patent office. It was
patented in 1920.
BOTTLE OVERTAKES FOUNTAIN SALES
As the 1920s dawned more than 1000 coca—cola bottlers were operating in
the U.S. Their ideas and zeal fuelled steady growth. Six bottles cartons were a
22
huge hit starting in 1923. A few years later, open top metal coolers became the
forerunners of automated vending machines. By the end of 1920s bottle sales of
coca-cola exceeded fountain sales
START OF GLOBAL FOOTAGE
Candler’s oldest son first introduced coca-cola in Europe about the year
1900. He introduced it in sod fountain and generated by man new orders. The first
international bottling plant was opened in 1906 in Canada, Cuba and Panama Soon
followed by many more.
NEW FLAVOUR
Till 1960 Coke Company had only brand named Coca-Cola, its original cold
Drink. In 1960 it introduce four new brands namely Sprite. Fanta, Fresca and TAB
followed by Mr. Pibb and Mello Yello 1970s. Diet coke and Cherry Coke were
added to the list in 1980s and POWERADE and Fruitopia in 1990s.
CONSOLIDATION TO SERVE COUSTOMER-1970 AND 1980
As technology led to a global economy. Retail customer of The Coca-Cola
Company merged and evolved into international mega-chains. Such customer
required a new approach. In response many small and medium size bottlers
consolidated to better serve giant international customer. The company encouraged
and invested in a number capacity to lead the system in working with global retailer.
THE CLASSIC COKE
In 1980’s the sales of coke declined. The blind test were organized that it was
concluded that sales are declining because people no prefer the taste of coke. Thus
the ‘New Coke’ with new test was introduced in 1985. It turned out to be the biggest
blunder in the history of coke. People didn’t like the new coke and demanded the
23
old test. The company did so and renamed the new classic coke and new coke as
Coke II.
NEW AND GROWING MARKETS – 1990Political and economic changes opened vast markets that were closed or
underdeveloped for decades.
THINK LOCAL ACT LOCAL 21 CFNTURY The Coca-Cola bottling system grew up with root deeply planted in local
communities.
COKE TODAY Today coca-cola is available in nearly 200 countries and its trademark is seen in Approximately 80 languages. It has around 300 brands. In fact, around 10450 soft drinks from the coca-cola company are consumed every second.
THE PEOPLE WHO MADE COKEJohn Stitch Pcmberton - Inventor of the Coca-Cola Syrup. President of Pemberton
chemical.
Frank Masson Robinson- Inventor of the Coca-Cola logo
As a Riggs Candler- launder of the Coca-Cola Company. President & Chairman of
the Coca-Cola Co. 1888-1916.
Benjamin F. Thomas & Joseph B. Whitehead— First bottler
Alex Samuelson- Designer of Contour bottle
24
MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN WORLD
MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN
INDIA
VICE PRESIDENT
(REGION WISE)
25
CHAIRMAN
BOARD OF DIRECTOR
PRESIDENT & CHIFE OPERATING OFFICER
SENIOR LEADERSHIP TEAM
OPREATING GROUP LEADERSHIP
CEO
AGM
PLANT MANAGER
ROUTE MANAGER
MANAGER FINANCE MANAGER
SALES MANAGER
MFG. PROCESS OF COCA-COLA PRODUCTS
INGREDIENT DELIVERY
SweetenerTeam of professionals, work on selecting, auditing, sampling, testing, approving and then authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement.
Secret Formula
Created in special concentrate plants, it's delivered, held and used under strict controls to maintain its integrity and security. Each unit of concentrate is especially identifiable to allow the "history" of each component to be researched at any stage of production, storage or use.
CO2 Formula
when delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy delivery and storage. But what is it? In essence, it's a colorless and odorless gas that provides the "fizz" for our beverages. But it's also a by-product of our breathing and used by plants and trees to produce oxygen.
Water
26
ASM
CHANNEL MANAGER
AREA CAPABILITY DEVEPOLMENT MANAGER
SALES EXECUTIVE
MARKET DDEVELOPER
MARKETING EXECUTIVE
SALES TRANNER
since water is a key component to all our beverages, its quality is critical. And, since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of our beverages; it's rigorously filtered and cleansed. We then continuously sample the water to ensure it meet our standards.
MaterialsIngredients are not the only things delivered to the plant. Other materials such as bottles, cans, labels and packaging are also delivered. Our plants in India use refillable bottles, CANS, PET etc. in the Production Process, when bottles and cans are delivered to the plant; they are carefully inspected to ensure that they meet our exacting standards. Once these have passed initial inspection, they move on to be washed and/or rinsed
WASHING AND RINSING
To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sounds simple, the actual steps can differ by bottling plant. In India, our plants use refillable glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles are first hit with precise jets which remove any dirt or debris. They are then soaked in a high-temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to the "hydro wash" where they are washed again with a deep cleaning pressure-spray.
27
MIXING AND BLENDING
H2O and Sugar
Mixing and blending begin with the steps of mixing pure water with refined sugar, which creates simple syrup. The syrup is then measured for the correct amount of sugar.
Secret Formula
Our secret formula is... still secret! That's right; the secret formula remains a mystery to the millions of people in nearly 200 countries that enjoys our refreshing beverages everyday. Even though we can't tell you the secret, you can be sure that "LIFE TASTES GOOD" with Coca-Cola.
H20 and Syrup
With the syrup nearing its final state, we mix it with pure water, creating the finished uncarbonated beverage. However, the water and syrup must be mixed in right ratio. This is done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator.
CO2 Adding
28
Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages. Carbon dioxide not only gives our beverages their effervescent zest, but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages.
FILLING
Once all the ingredients have been mixed and blended and the bottles have been cleaned and sanitized, we're ready to start filling. This is a surprisingly complex process requiring precision at each step. To begin with, bottles must be carefully timed as they move to the filler - synchronization is key. Once at the filler, bottles are either held securely in place by flexible grippers or precisely placed under filling valves by centering devices. Before the bottles can be filled, the inside of the bottles must be pressurized. This allows for the force of gravity
29
itself to draw the beverage into the bottle - a process that ensures the smooth flow of liquid, with little to no foaming.
CAPPING
Once filled, bottles are then capped. We use different caps for
different bottles - glass bottles are usually topped with a metal crown
while "PET BOTTLES" are topped with a plastic screw-top. Each cap
type then moves through different parts of the machine, which
ensures each cap stays scratch free and is in the right position to be
precisely placed on the bottle. As quality and freshness are key, we
use a "no closure" detector during the capping process and a "go-no-
go gauge" or "torque meter" after the bottles has been capped. The
"no-closure" detector checks if a screw top or crowns has been placed
on bottle. The process actually stops if the detector doesn't find a
closure. The "go-no-go gauge" checks for the proper crown crimp and
the "torque meter" checks to make sure the screw-top is good and
30
tight. If the bottle cap isn't just right, the beverages can become flat or
be affected in other ways. If this happens, the bottle is discarded.
31
LABELING
Once the bottles have been filled and capped, they move on to be labeled. A special machine dispenses labels from large rollers, cuts them and place on the bottles. For special labels such as commemorative bottles for football championships, the labels are sent to the bottling plants for approval, and then used for packaging. Depending on the occasion, some of these special bottles will go only to the specific locations. For example, a national football championship bottle will be sent only to the home town or state of the championship team.
32
33
CODING
The bottle is now ready to be coded. Each one of our beverages is marked with a special code that identifies specific information about it. The codes simply identify the date the beverages was bottled or canned. These codes identify the date, time, batch no. and the MRP. Product coding allows us to ensure that u receive our beverages at their flavorful best.
34
INSPECTION
We inspect bottles at many points during the process. With refillable bottles, it happens they are first brought into the plant. They are also inspected after they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, each plant samples bottles for analysis in its lab to ensure quality is up to standards.
35
PACKAGING
Once our filled beverages have passed final inspection, they are ready to be packaged for delivery. Generally, packing can refer to everything from the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and containers, to plastic rings.
Because the needs and tastes of our consumers are so diverse, the packaging varies depending on where the beverages are being sent.
36
WAREHOUSING & DELIVERY
In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produced each day.Beverage organization is key, though it's the bottle and can coding that allow for the necessary precision. From the warehouse, we load beverages onto our distinctive trucks. Night and day, our trucks are delivering our refreshing beverages to stores, soda fountains, and vending machines near you.
37
BRANDS OF INDIA
38
PRODUCT INTRODUCTION
39
The world's favourite 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.
40
In India, Coca-Cola was the leading soft-drink till 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, 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 sky-rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative togetherwith 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 Fountain
200 ml, 300 ml, 500 ml, 1000 ml
500 ml, 1.5 L, 2 L, 2.25 L,
500 ml + 100 ml330 ml Various Sizes
41
Strong Cola Taste, Exciting Personality
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
42
Worldwide Sprite is ranked as No.4 soft drink and is sold in more
than 190 countries. In India Sprite was launched in 1999 and today it
has grown to be the fastest growing soft drink leading the clear lime
Category.
Today Sprite is separated is perceived as a Youth Icon Why? With a
strong appeal to the youth. In spite has stood forward and honest
attitude. It is clear crisp refers its taste encourages the today’s youth
43
to trust their instincts influences them to be true to who they are and
to obey their thirst.
FANTA
The company acquired a european drink Fanta in 1960. Fanta orange is the Core flavor. But it is also available in other citrus and fruit flavor. Consumers, particularly teens, fondly associated Fanta with happiness and special time with friends and family this positive imagery is driven by the Brands fun. Playful personality, which goes with its bright colour, bold fruit taste and sparky carbonation.
44
LIMCA - LIGHT AND LEMONY This thirst-quenching beverage
features a fresh, light lemon-lime taste and fun loving attitude. lt’s a
home-grown national reassures in India. where it was acquired by
Coca-Cola Company in 1993. The product’s invigorating taste and
cloudy look haven’t changed. But the brand has been revitalized with
a new marketing campaign.
45
46
MAAZA
Maaza was launched in 1976. Here was the drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coco-Cola India. Maaza currently dominates the fruit juice category. Over the year the brand Maaza has become synonymous with mango. This has been the result of successful campaign like “Taaza Mango, Maaza Mango” and “Botal Mein Aam, Maaza hain Naam” Consumers regard Maaza as wholesale, natural fun drink which delivers the rich experience of fruit.
The current ad. of maaza positions it as an enabler of fun friendship moments between a mother and her kid. as mother trust the brand and the kids loves the taste. Ihe canipaign builds on the existing equity of the brand
47
and delivers a relevant emotional benefit to the mother rightly captured in the. tagline Yaari dosti Taaza maaza”
Minute Maid - A 62 year success story
The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80 percent of the water in orange juice, forming a frozen concentrate that when reconstituted created orange juice. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate.
Minute Maid- One of the world's largest juice and juice drink brands
48
Over the years, through innovations and unmatched consumer experience provided in over 60 countries, Minute Maid brand has clearly become one of the world's largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India (starting with the south of the country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink category
49
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 substances of life a
celebration of life itself. The importance of water can never be
understood. Particularly on nation such as India where Water
governs the life of the millions, be it as part of everyday rituals or as
the monsoon which gives life to the sub- continent.
Kinley water understands of this life giving Force. Kinley water
thus promises that water in pure as it is meant to be. Water you can
trust to be truly safe and pure. Kinley water comes with the
assurance of safely from the Coco-Cola Company. That is why they
introduce Kinley with reverse osmosis along with the latest
techno1ogy to ensure the purity of our product. That’s why they go
through rigorous testing procedures at each location where Kinley
water is produced. Because they believe that right to pure, safe
50
drinking water is Fundamental. A universal need that cannot be left to
chance.
DIET COKE
looking good and tasting great Diet Coke was born in 1982 and
quickly became the no. 1 sugar-free drink in diet-conscious America
known as Diet Coke in the U.S. Canada. Australia and Great Britain.
51
And as coca-cola light in other countries. It’s now the No.3 soft drink
in the world.
It’s drink of the people who want no calories, but plenty of taste. Ad
campaign around the world for the Dite Coke shares a playful.
Sophisticated and fun—loving attitude.
BRANDS TAGLINE competitor of the
brand
Thumsup - Taste the thunder Pepsi
Cocacola - Open happiness
Pepsi
Sprite - Seedhi baat no bakwaas ,clear hai 7up &
Mountain dew
Limca - Fresh ho jao:
Nimbooz
Fanta - Go bite Mirinda, Parle’s
Appy fizz
52
Maaza - Bina guthli wala aam Slice,
frooti
MMPO
Tropicana
Kinley - Bund Bund me pyas hai Aquafina, Bisleri
53
INTRODUCTION TO THE TOPIC
54
RED: A RIGHT EXECUTION DAILY
1. CONCEPT OF RED: RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market
Hindustan Coca Cola Beverages Pvt. Ltd., India division
under Eurasia Operating Group has been working on RED i.e. Right
Execution Daily since FEB 2006.
Coca Cola Company believes that its success depends on their
ability to connect with consumers by providing them with a wide
variety of choices to meet their desires, needs and lifestyles choices,
Company success further depends on the ability of their people by
execute effectively, every day.
2. MEET COCA-COLA CUSTOMER:
Worldwide the coca cola company is no. 1 in sales of Sparkling
Beverages & Juices & Juices Drinks, as well as no. 2 in sales of Soft
Drinks & no. 3 in sales of Bottled Water. It’s our customers that are
largely responsible for this unrelenting success
Who are the Customers?
Coca Cola customers are grocery stores, restaurants, streets
vendors, mass merchandisers, conveniences stores drug stores,
movie theaters, & amusement parks- among others.
What do they do!
Coca Cola customer sells its products to consumers & shoppers, who
enjoy the products at a rate of 1 .5 billions servings a day.
55
Why is their role important?
Coca Cola customers make it possible for consumer & shoppers in
local communities around the world to purchase & its broad purchase
& enjoy its broad portfolio of quality beverages.
3. MARKET SEGMENTATION UNDER RED:
Coca Cola Company’s market can be segmented in RED
along 3 lines- Channel Cluster, Outlet Volume, and Locality Income
56
S
.
57
Types of outlets
Grocery:-
Outlets which primarily engaged in retailing of food and various
household items. It include neighborhood outlet stoking
provisions, edible & general household items of daily usages
E.G., commodities like flour, pulses, rice & branded household
items like toothpaste, mosquito oil, soap etc.
E & D:-
Outlets selling items to eat which are being cooked within
outlet, made at the outlet & possibility consume in outlet.
They may have place of sitting. It includes QSR/Bakery/MITIE
Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea
soaps etc.
Convenience:-
Includes outlets which are small stores or soap generally
accessible locally. These are often located alongside busy
roads.
It includes Chemists soap/STD booths/Pan Bidi soaps etc. E &
D includes flowing outlets.
Take away
58
On the go or consumption out of premise food & drink
purchase lead by convenience or impulse.
Fast food-
Self service with limited menu.
Pubs-
Outlets selling alcoholic beverages & snack items. May be
open till late at nights or 24 hrs.
Dhaba-
Situated on roadside & market places catering cost effective
Indian food.
Convenience includes:
Pan shop-
Semi- temporary kiosk located near the road side selling
Cigarettes, beverages and other confectionary items.
Outlet at petrol pumps-
Convenience outlets selling top up items, may be open till late
at nights or 24 hrs.
Travel & convenience kiosks-
Permanent kiosks within the airports/ railways/ bus stand
premises (inside or outside) selling only beverages or a food &
beverage kiosks.
59
60
BRAND ORDER SYSTEM OF COCA-COLA
COLOJ-K
Cola Lemon Orange Juice
Kinely
61
Thums Up
coca
Fanta
Sprite
Limca
Maaza
MMPO
Kinely
DISTRUBTION SYSTEM OF PRODUCTS IN MARKET
Distribution of products is main point of the marketing strategy
of the companies. How the product distribute in market as
much as possible.
Coca-Cola India distributes its product in market from its
warehouse in two types.
1. Direct route.
2. Indirect route.
DIRECT ROUTE
Where company supply its products in market by company
route or its agent route by company owned delivery vans.
InJaipur city company have direct route.
INDIRECT ROUTE
Indirect routes are those in which Coca-Cola products are
supplied to its distributors appointed in different areas. Then
distributors distribute products in market by their own tempo or
vehicle.
Total number of indirect routs in Jaipur rural region is more
then 100
62
63
FLOW OF DISTRIBUTION SYSTEM
Market
Direct Route
Plant Warehouse
Indirect Route
Distributor
Market
64
STANDARDS FOR DIFFERENT TYPES OF
OUTLETS
CHENNAL:- GROCERY
OUTLET CATEGORY:- DIAMOND
Availability standards of products
200ml/TP -
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDARDS
Locality income
20 c/s visi low
9 c/s visi
65
30 c/s visi Medium/high
20 c/s visi
66
ACTIVITION STANDARDS
Essential activation standards:-
Display Rack (at least 1)
3 Tier Rack with Header(should pure
50%charged by coke products)
Self Display (other than rack, mini.8 facing
of any pet displayed & visible.
Price communication & visi cooler @ prime
position.
Optional activation standards.
Counter Top.
Aerial Mobile Hanger.
Crate Display.
Road Standee/Flange/Signage.
67
EXECUTION STANDARDS
CHANNEL: - GROCERY OUTLET
CATEGORY: - GOLD
Availability standards of products
200ml/TP Only for few locality income.
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely Necessary.
COOLER STANDARDS
Locality income
9 c/s visi low
7 c/s visi
68
9 c/s visi Medium/high
20 c/s visi
69
ACTIVITION STANDARDS
Essential activation standards:-
Display Rack (at least 1)
3 Tier Rack with Header(should pure
50%charged by coke products)
Self Display (other than rack, mini.8 facing
of any pet displayed & visible.
Price communication & visi cooler @ prime
position.
Optional activation standards.
Counter Top.
Aerial Mobile Hanger.
Crate Display.
Road Standee/Flange/Signage
70
CHANNEL:- GROCERY OUTLET CATAGERY-
SILVER
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDARDS
Locality income
4 c/s visi low
7 c/s visi
7 c/s visi - Medium/high
71
ACTIVITION STANDARDS
Essential activation standards:-
Display Rack (at least 1)
3 Tier Rack with Header(should pure
50%charged by coke products)
Self Display (other than rack, mini.8 facing
of any pet displayed & visible.
Price communication & visi cooler @ prime
position.
Optional activation standards.
Counter Top.
Aerial Mobile Hanger.
Crate Display.
Road Standee/Flange/Signage.
72
CHANNEL:-GROCERY OUTLET CATEGORY-BRONZE
Availability standards of products
200ml/TP Thums Up+
[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
300ml -
330ml -
500/600ml -
1.Ltr/1.2/1.5/2Ltr -
Maaza,Kinely
COOLER STANDARDS
Locality income
2 c/s visi - Low
PVC ICE BOX - Medium/high
ACTIVITION STANDARDS
1 Tier Rack
Price communication & visi cooler @ prime
position.
73
CHANNEL-E & D OUTLET CATEGORY-
DIAMOND
Availability standards of products
200ml/TP Maaza
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDARDS
Locality income
20 c/s visi low
9 c/s visi
30 c/s visi Medium/high
20 c/s visi
74
ACTIVITION STANDARDS
Essential activation standards:-
Combo standee(mini3 nos.)/combo wall
hanging(mini 3 nos.)/menu board with
combo communication (at least 1 of 3
option).
Branded table mats/Branded menu
card/table top vinlys(at least 1 of 3 option) at
least 5 nos. or all tables if less than 5 tables.
Flange/Road Standee/Glow sign board(at
least 1 of these 3)
Price communication & visi cooler @ prime
position.
75
CHANNEL-E&D OUTLET CATEGORY-
GOLD
Availability standards of products
200ml/TP Maaza
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS
Locality income
7 c/s visi low
9 c/s visi
9 c/s visi Medium/high
20 c/s visi
76
ACTIVITION STANDERDS
Essential activation standards:-
Combo standee(mini3 nos.)/combo wall
hanging(mini 3 nos.)/menu board with
combo communication (at least 1 of 3
option).
Branded table mats/Branded menu
card/table top vinlys(at least 1 of 3 option) at
least 5 nos. or all tables if less than 5 tables.
Flange/Road Standee/Glow sign board(at
least 1 of these 3)
Price communication & visi cooler @ prime
position.
77
CHANNEL-E&D OUTLET CATEGORY-
SILVER
Availability standards of products
200ml/TP Maaza
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS
Locality income
4 c/s visi low
7 c/s visi
7 c/s visi - Medium/high
78
ACTIVITION STANDERDS
Essential activation standards:-
Combo standee(mini3 nos.)/combo wall
hanging(mini 3 nos.)/menu board with
combo communication (at least 1 of 3
option).
Branded table mats/Branded menu
card/table top vinlys(at least 1 of 3 option) at
least 5 nos. or all tables if less than 5 tables.
Flange/Road Standee/Glow sign board(at
least 1 of these 3)
Price communication & visi cooler @ prime
position.
79
CHANNEL E&D OUTLET CTEGORY-
BRONZE
Availability standards of products
200ml/TP Thums Up+
[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
300ml -
330ml -
500/600ml -
1.Ltr/1.2/1.5/2Ltr -
Maaza,Kinely
COOLER STANDERDS
Locality income
2 c/s visi - Low
PVC ICE BOX - Medium/high
ACTIVITION STANDERDS
Table top Display.
DPS/Flange/Road standee.
80
Price communication & visi cooler @ prime
position.
81
CHANNEL-CONVIENCE OUTLET
CATEGORY-DIAMOND
Availability standards of products
200ml/TP Maaza
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS
Locality income
20 c/s visi low
9 c/s visi
30 c/s visi Medium/high
20 c/s visi
82
ACTIVITION STANDERDS
Essential activation standards:-
Table top display unit/Hanging rack (at least
1 , should be pure& atleast 50% charged).
DPS/Flex board/glow sign board /road
standee/flange (at least 1 of the above).
Flange/Road Standee/Glow sign board(at
least 1 of these 3)
Arial mobile hanger (with at least 4 mobile
hanger displayed at front of store).
Price communication & visi cooler @ prime
position.
83
CHENNAL-CONVENIENCE OUTLET CATEGORY-
GOLD
Availability standards of products
200ml/TP Maaza
250ml/200ml mz Thums Up+
[coke,limca,sprite,fanta(any3)]MZA
300ml Thums Up+
[coke,limca,sprite,fanta(any3)]M/H .IN
330ml Diet coke, Coca-cola (only for medium/high
income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any2)]
Maaza,Kinely
COOLER STANDERDS
Locality income
7 c/s visi low
9 c/s visi
84
9 c/s visi Medium/high
20 c/s visi
ACTIVITION STANDERDS
Essential activation standards:-
Table top display unit/Hanging rack (at least
1 , should be pure& atleast 50% charged).
DPS/Flex board/glow sign board /road
standee/flange (at least 1 of the above).
Flange/Road Standee/Glow sign board(at
least 1 of these 3)
Arial mobile hanger (with at least 4 mobile
hanger displayed at front of store).
Price communication & visi cooler @ prime
position.
85
CHANNEL-CONVENINENCE OUTLET
CATEGORY-SILVER
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any2)]
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any2]
330ml ------------------------------------------------
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS
Locality income
4 c/s visi low
7 c/s visi
7 c/s visi Medium/high
86
87
ACTIVITION STANDERDS
Essential activation standards:-
Table top display unit/Hanging rack (at least
1 , should be pure& atleast 50% charged).
DPS/Flex board/glow sign board /road
standee/flange (at least 1 of the above).
Flange/Road Standee/Glow sign board(at
least 1 of these 3)
Arial mobile hanger (with at least 4 mobile
hanger displayed at front of store).
Outside crate display (min.3 crate with crate
wrap).
Price communication & visi cooler @ prime
position.
88
CHANNEL-CONVENVENENCE OUTLET
CATEGORY-BRONZE
Availability standards of products
200ml/TP Thums Up+
[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
300ml -
330ml -
500/600ml -
1.Ltr/1.2/1.5/2Ltr -
Maaza,Kinely
COOLER STANDERDS
Locality income
2 c/s visi - Low
PVC ICE BOX - Medium/high
(2 covers)
ACTIVITION STANDERDS
Table top Display.
DPS/Flange/Road standee.
89
Price communication & visi cooler @ prime
position.
ACTIVATION ELEMENTS
GROCERY:-
3 Tier Rack.
1 Tier Rack.
Aerial Mobile Hanger.
Table Top Display.
Self Display.
EATING & DRINKING:-
Tripod stand.
Lit Combo.
Non-Lit Combo.
Salt & Pepper Tent Card.
Regular Tent Card.
Menu Boards.
Changeable Insert Boards.
3 Cups Strategy Unit.
Changeable Standee.
Changeable Hanging Insert brd.
90
Counter Utility Display
CONVENIENCE
1 Tier Rack
Table Top Rack.
Aerial Mobile Hanger.
ESSENTAIL ELEMENTS FOR ALL CHANNELS
Price Strips.
Brand Strips.
Price Cards.
Cooler Door Tray.
Dealer Board / DPS.
Standee.
91
COOLER INSTALATION PROCESS
Company set the coolers in a systematic way the way is following.1. To know where the cooler is sitting inside the outlet or outside
the outlet.2. If outside than the night cover is set at the palace where the
cooler will set.3. After establishment of the guarder than cooler set in guarder.4. When cooler has been set in guarder than the price
communication on cooler tray & set the trays properly in coolers.
5. When the cooler is properly installed @ outlet after it charged by coke products as follow the brand order.
6. We also set the menu boards with combo on E & D outlets.7. On small convienence outlets we put their also hanging rack.8. Set up warm display on outlets.
BENEFITES OF INSTALL A COOLER OUTSIDE THE
OUTLET
Larger income. More consumers will buy beverages from soap.Increase in selling space.Outside cooler arouses more consumers’ interest and increase sales through good beverage exposure.Outside outlet, it enlarges the amount of consumers visiting outlets.Easier access to chilled product triggers the consumers purchase impulse.Effective use of soap space. Saving store/warehouse area.Attractive and convenient form of beverage presentation.Complimentary installation and services.
Pita –population+inciedence+transation+av .profit
92
BENEFITES SETTING A COOLER INSIDE THE OUTLET.
Larger income. More consumers will buy beverages from soap.Easier access to chilled product triggers the consumers purchase impulse.Chilled beverages taste better & hold greater value for consumers. Effective use of soap space. Saving store/warehouse area.
Complimentary installation and servicesBENEFITES OF INSTALLING A VISI COOLERAttractive presentation of products.Consumer’s connivances easier access to the product.Increase in sales and income. When consumer see the product he willing to buy it.It fills the consumers want & willingness.The salespersons easily know that what is in our cooler.
BENEFITS OF SETTING UP MENU BOARDS WITH COMBO
Transaction value increases (meal+beverages) and as a result, raises trade turnover and income.Attractive offer for the consumers.Combo visualization shortens consumer’s decision making time.Chosen meals purchase suggestion makes dish preparation and sales planning easier.Seeing “saving” communication consumers perceive combo as promotion and buy them more willingly.Combo price is prominently visible to the consumer.
93
BENEFITES OF SETTIN UP HANGING RACKEasier access to product for consumers.Easier product merchandising.Product in order and visible.Selling space enlargement using small outlet space.Placed on consumers route will trigger impulse so that a lot of consumers will buy beverages in soaps thus increasing transaction value.
BENEFITES OF SETTING UP WARM DISPLAY
Attractive presentation of products in coolers.Consumer’s connivances easier access to the product.Increase in sales and income. When consumer see the product he willing to buy it.Time: less time spent by the soap staff in filling up product.It fills the consumers want & willingness.Seeing “saving” communication consumers perceive display as promotion and buy them more willingly.
RED SCORING :-
RED Scoring is the technique by which the quality of service & performance executed by the company’s personnel are enumerated in item of number.
The following marks under assigned under RED are 100 and these total marks segregated among the three factor of the RED.
94
Which are as follows:-
VISICOOLER = 20 , AVIABILITY = 70 MARKS
ACTIVATION = 10 MARKS
SWOT ANALYSIS
Strength Products manufactured are of high quality. Experienced employees. Testing of products at each stage of production has maintained relation between employees and employer is a good relation with the customers. Customer’s satisfactions are the rules of the company.
Weakness The products are to be manufactured as per the customer’s requirements. So it requires lot of the time and if the requirements do not meet then the product has to be redesigned ‘ which will take lot of efforts and time.
Opportunity Catering to the rural market and making the product available to the rural areas by managing the distributor.
ThreatsCompetition in the manufacturing of Beverages industry.
95
RESEARCH METHODOLOGYThe 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 SurveyHere 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-Varanasi
Sampling plan
Sampling unit - Owners of the retail outlets. Sampling size- 50 outlets Sampling procedure- Sampling method- Retailers surveySECONDARY DATA- For the secondary study data was not available so it is taken from company records.
96
SIZE OF VISICOOLER
IS PRESELLING IS GOOD OR THERE IS SOME GAP
HOW MUCH HAS THE VISIBLE PRODUCT?
97
LEADING BRAND OF COCACOLA
CHANNEL OF COKE
OUTLET BELONG TO WHICH CLASS
98
INCOME GROUP
MARKET SHARE
99
DIVISION OF MARKET
RETAILER FAMILIAR WITH PROJECT RED
100
Project RED is a live project. It can broadly be classified in two stages,
which can be described as follows.
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 which 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 know 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 Rikabganj, Chowk, FAIZABAD. To ensure
101
effective and fruitful implementation of the campaign, market
developers (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 on
the basis of 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
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.
102
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
(A) Null hypothesis (H0 ):The coke has more consumption then Pepsi.
(B) Alternate Hypothesis (H1): The coke has not more consumption then
Pepsi.
103
(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.
104
2)Hypothesis
(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.
105
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
(C)Let the level of significance is(α)= 5% which the hypothesis is tested.
FORMULA
Z = P*-P
√P(1-P)
n
106
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:-
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
107
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 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:
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
108
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:
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.
109
OBSERVATION
1) The order of each and every outlet is collected.2) The Vz-cooler is checked for 100% purity.3) Brand Order of soft drink is observed.4) The availability of soft drink is checked at every out --let.
110
5) The location of Vz- cooler is observed at every outlet and is checked whether it is present in prime location.
6) Every outlet is visited on regular basis.7) Any complain regarding Vz- cooler or soft drink is noted in
complaint diary.8) Each out let is checked whether it is working properly or not.9) As like a Market Developer (M.D.) my responsibility is to
check terms and conditions of Vz-Cooler for an outlet whether the conditions are met or not.
10) As like a Market Developer (M.D.) my responsibility is to find which product is not being sold and then give advice to outlet so that sale increases.
111
LIMITATION
Although all efforts has been taken to make the results of survey as possible but the survey suffers from the following limitations:-
Considering the fact that nothing is prefect in the world. Every
individual bound to make mistake at some points. It’s genuine.
The study was restricted to Varanasi only, so it was difficult to
generalize the interpretations would be make out of the
findings.
Limited knowledge of the researcher in the field of research
may lead to interpretation errors.
The result has not been tested.
The respondents may be baised or influence by other factor.
Information collection took 60 days.
A busy schedule of dealers/ retailers also makes the collation
of information a very difficult one.
The projection is purely based on verbal meetings and may be
influenced by unprecedented factors.
Non-co-operative behavior of respondent was a big problem in
this survey.
White studying the report the above fact should be taken into
consideration.
The research was dependant on the information provided by
the respondents (retailers). It may insufficient.
As associated with every project, time and money were the
major limitations with project.
112
The time period of study was only for two-months so it was not
possible to cover all the areas and go into the depth of the
problem and make analysis.
The psychological condition varies from place to place because
in many places outlet owners were not supportive.,
The training was carried on in the pick season so market
developer was not so supportive.
Some respondents left some of the questions unanswered
either due to inability to put a strain on mind or they did not
know the answer.
LIVE EXPRIENENCEIn last I can say that the project successfully done by us. I gratitude to all staff of coca-cola those include me in this kind of live project. It is a live & imagines experience for me. I always remain it in my life. After successfully completed the project Sameer sir told to me that till today’s you learn only book knowledge. In project you learn the practical knowledge. This practical is a beneficial for you so remember that whatever you learn from here mention on a paper always remain. It is useful for you in future.
113
114
FINDINGS
After visiting Outlets we collect some conclusion. Which in brief as Follows: 1. End costumer satisfaction level with the Coca-Cola is good.
2. Brand awareness among consumers is very good.
3. Availability standard in outlet according to terms & conditions of the company is not fully fulfilled. This is due to the poor down payment and poor communication between outlet & sales Man.
4. Purity level of the Red out let is also not good because Shopkeepers put their own material inside the freeze. It is seen that the many shopkeepers behavior is not good. They behave like a illiterate person.
5. About 40% Red out let Activation standard good.
6. Demand of product by retailers is not fully fulfilled by agency
7. E&D and CON. Channel have more sales volume respect to STD , P.C.O and other channel.
8. For the outlets, their focus brand is C.S.D & JUICE ; WATER and SODA is least preferred brand.
9. All most 85% S.G.A belongs to the coca cola company.
10 Irregular supply
11 Find purity Coca-Cola visicoolers.
12 Found so many outlets they want visi coolers from Coca-Cola.
13 Also found dead & useless coolers.
14 Some retailers complain about the service & repair of coolers.
115
SUGGESTION
The company should measure Retailers satisfaction regularly.
Company can increase the sales when it considering more on retailers, their suggestions or complaints about service or product so that necessary action can be taken.
Review meeting should be often held so that the working pattern of the executives can be checked and improved if needed.
Company representatives should visit retailers and should make a long-term relationship with retailer so that they can pull the customer.
Since customers are value maximizes and their expectation to this brand is high, as the brand image shows their quality is supervene so the company should also take feed back at time to time. By this they can make their brand loyal.
Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.
Increase the number of dealers and retailers as this will help in making high sales volume.
Cash discount should be competitive and luring.
Try to continue the good image of the outlets by keeping more and more good quality in services. By this the monopoly will continue with Coke products.
116
Company should attains on small outlets so there sales can increase.
For marketing strategy of company should divers it business in related this sector Like-Ice creams, butter &chocolates because of company have visicoolers in mostly outlets.
Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavor.
Company should search new area for increasing in sales.
In winter Season Company gives more discount & schemes to retailers so they sell more our product.
Company must make new strategy to fight local cold drinks brands.
Company should give new dealership on small towns.
Try to decrease the price of commodity in competition of Pepsi.
Company should try to maintain manpower.
117
SIGNIFICANCE OF STUDYTo the Researcher:
It gave a chance to use the conceptual knowledge in actual environment and prepares the researcher to use the knowledge for better in his future endeavors.
It helped in the assessing the factors, which influenced the retailers purchasing and selling products to the consumer from Coca-Cola.
The study is essential for the researcher in partial fulfillment of MBA curriculum. The study gave the researcher the experiences to conduct survey.
To the Company:
Cold drinks companies are facing a great competition nowadays. Consumers are very much aware and curious about safely products, services, brands and other upcoming products. This study provides an insight to the company that what kind of strategies must be adopted in order to sell more products to consumers and also satisfying them.
To the Others:
The study gave an insight into various aspects of the Beverage companies, discussed in this study. One can easily come to know about what is happening in Beverage companies in the current
118
environment. How they make attraction of Retailers & consumer mind.
QUESTIONNAIRENAME OF OUTLET OWNER:
AREA
CONTACT NO.:
(A ) GENERAL QUESTIONS
1).Type of channel
a) Grocery ( ) b) Eating & Drinking ( )
c) Convenience ( )
2). Type of category
a) Diamond ( ) b) Gold ( )
c) Silver ( ) d) Brownze ( )
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% ( ) d) 100% ( )
5).What kind of incentives you are getting from distributors?
119
a) Schemes ( ) b) Prizes ( )
c) Scratch coupons ( ) d) Cash discount ( )
e) None ( )
( B ) AFTER PROJECT RED
6) Improvement in condition of visicooler?
a) Yes ( ) b) No ( )
c) As it is ( )
Analysis- After the execution of RED the condition of 72% visicooler is improved, 20% are as it is and 8% are not improved.7) Has the availability of product increased?
a) Yes ( ) b) No ( )
c) As it is ( )
Analysis- The product availability at 82% outlet is increased where as 9% outlet are as it is and 9% outlet are no incresase .
120
8) Has the activation of outlet increased?
a) Yes ( ) b) No ( )
c) As it is ( )
Analysis-AT the 78% of outlet have increased their activation element where as remaining 22% of outlet are not increased their activation.
9) Is the delivery of Coca cola’s product increased?
a) Yes ( ) b) No ( )
c) As it is ( )
Analysis-The delivery of coke product is increase at 80% outlet where as 7% outlet where delivery of coke product is not increased and 13% outlet are left as it is.
(C ) PERFORMANCE OF RED TEAM
10) What is the performance of Market developer?
121
a) Poor ( ) b) Good ( )
c) Better ( ) d) Best ( )
Analysis- The performance of the Market Developer is Improved tremendously and they give their best performance.
11) What is the frequency of deliveryman visit?
a) Daily ( ) b) Weekly ( )
c) Monthly ( ) d) Never ( )
Analysis- The delivery man visit on a dailybasis to provide the COKE product to the outlet only some the outlet is left where deliveryman provide product on weekly basis
12) What is the frequency of visit of top management?
a) Daily ( ) b) Weekly ( )
c) Monthly ( ) d) Never ( )
122
Analysis- The top management is not frequent visitor at the outlet. They mostly visit in a month .
13) Do you want to continue with RED project?
a) Continue ( ) b) Discontinue ( )
Analysis- The 93% outlet owner want that the project RED is continue because it help in increasing their sales whereas 7% donot want that the project RED is continue.
14) Any suggestion?....................................................................................
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
123
BIBLIOGRAPHY: -
BOOK AUTHOR Marketing Management Kotler, Philip, Edition 7, Marketing Strartegy,TataMcgrahill Research Methodology Kothari,C.R. Edition 6, Research Methodology,
Search engines. www.google.com www.yahoo.com
Web sites. www.cocacola.com
www.coke.com www.cocacolaindia.com
124