a project on coca cola

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A PROJECT REPORT

On

“ A comprehensive study for coca cola on wet canteens of army area ‟‟

CERE

A Training Project Report

Submitted in partial fulfillment of the requirements for the

Award of the

PGDM 3RD term

Academic Session 2010-2012

Under Guidance of Mr. Ashok Singh ( STL)

Project Guide: Submitted By

PROF. Suchita Gupta Mr. Moiz Uddin



DECLARATION

I, Moiz uddin, Student of PGDM III Trimester, Session: 2010-2012 hereby declare thatfor the purpose of Training Project Report, I have conducted study on “wet canteens of army area” from the Hindustan coca cola Beverages Ltd.” for the partial fulfillment of Post Graduate Diploma in management. This project is the record of authentic work

carried out by me during the academic year 2010-2012, it is my original work.

Place: Kota SignatureDate: 10/10/2011MOIZ UDDIN



CERTIFICATE

This is to certify that Moiz Uddin a student of Pgdm III trimester, CH Institute of Management & Communication

has completed Training Project entitled “Hindustan coca cola Beverages Ltd.” - Thisproject has been completed after studying for one year in Pgdm course and for partiallyfulfilling the requirements for award of Pgdm.

The Major Research Project has been conducted under the guidance of “Professor “ SUCHITA GUPTA” of CHIMC and is as per norms.

Corporate Guide ACADEMIC GUIDEMr. Ashok Singh Prof. Suchita Gupta



MEANING OF PROJECT

The word “Project” has great specification in the field of management before starting

any work we must have an idea about its basic. The meaning of the “PROJECT” is as

follows: -

“P” – The word „p‟ signify the phenomenon of planning, which deals

symbolization and proper arrangement of sen sex and suggestion on respectively

in accordance with need.

“R” – It stand for associated with word resource with which guides to promote

planning.

“O” – This letter stands overhead expenses on unestimated expenses, which occur

in manufactures designed or layout of project.

“J” – This letter stands for joint efforts i.e. Project work which is undertaking

should be completed with a combined effort.

“E” – This stands for engineering i.e. worker undertaken is to be employing

technical process.

“C” – This stands for the phenomenon of constriction on which is more

essentially and basic form of work.

“T” – This stands for the techniques unless techniques to work is not Known.

CONCLUSION: - In general we came to conclusion. That project is

systematic conclusion discussed proposed particularsubject which, include complete information about required to machine



tools, appliances need the various operation required to be done in well

sequences.

EXECUTIVE SUMMARY

This report is about survey which is being done with 20retailers inARMY AREA of KOTA Rajasthan. The survey was based on mainly

response of retailers, towards thecoca cola Data is collected for various

objectives like market share of coca colafinding new outlets, checking

delivery systems, finding out problems of retailers with the cocacola.

Surveyshows that the market share of coca cola is Maximum with

54% while market share of Pepsi is 41% and remaining 5% is of the

domestic players that are present in the market. Retailers are quite

happy with the schemes of the coca cola. Some of the retailers are

satisfied with coca cola and willing to work with coca cola for a long

time but there are some who were not willing to work with coca cola

because of many reasons like improper delivery, exchange problems,

improper schemes and many other such problems. Therefore coca

cola has immense of opportunity to avail the opportunities which is

not satiated by any company.



Overall this study shows that coca cola has a great brand image and

retailers satisfaction in the market which can help them to increase

their market share in future.

Table of Contents

S.NO. Title Page No.

1 Company Overview

2 Objectives of the study

3 Research Methodology

3.2 Source of Data

4 Result and discussion

5 Findings

6 Conclusions

7 Recommendations



8 Bibliography

9 Annescure

Company Overview

Dr. John Smith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886

History of COCA-COLA Coca-Cola was developed in 1886 by Dr. John S. Pemberton

The Early Days

Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, whosold the syrup mixed with fountain water as a potion for mental and physical disorders. Theformula changed hands three more times before Asa D. Candler added carbonation and by2003, Coca-Cola was the world‟s largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognizedbeverage brands in its portfolio.With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887

and by 1895, was being sold in every state and territory in the United States. In 1899, itfranchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by1910. Headquartered in Atlanta with divisions and local operations in over 200 countries



worldwide, Coca-Cola generated more than 70% of its income outside the United States by2003 International expansion

Coke‟s first international bottling plants opened in 1906 in Canada, Cuba, and Panama.11 By

the end of the 1920‟s Coca-Cola was bottled in twenty-seven countries throughout the world

and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent,

and effective advertising a challenge with language, culture, and government regulation all

serving as barriers. Former CEO Robert Woodruff‟s insistence that Coca-Cola wouldn‟t

“suffer the stigma of being an intrusive American product,” and instead would use local

bottles, caps, machinery, trucks, and personnel contributed to Coke‟s challenges as well with

a lack of standard processes and training degrading quality. Coca-Cola continued working

for over 80 years on Woodruff‟s goal: to make

Coke available wherever and whenever consumers wanted it, “in arm‟s reach of desire.” The

Second World War proved to be the stimulus Coca-Cola needed to build effective

capabilities around the world and achieve dominant global market share. Woodruff‟s

patriotic commitment “that every man in uniform gets a bottle of Coca-Cola for five cents,

wherever he is and at whatever cost to our company”14 was more than just great public

relations. As a result of Coke‟s status as a military supplier, Coca-Cola was exempt from

sugar rationing and also received government subsidies to build bottling plants around the

world to serve WWII troops. Turn of the Century Growth Imperative



The 1990‟s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD)industry in the United States, achieving only 0.2% growth by 2000 (just under 10 billioncases) in contrast to the 5-7% annual growth experienced during the 1980‟s. While per capitaconsumption throughout the world was a fraction of the United States‟, major beverage

companies clearly had to look elsewhere for the growth their shareholders demanded.

Looming opportunity for twenty-first century was in the world‟s developing markets withtheir rapidly growing middle class populations.

Corporate Social Responsibility

As one of the largest and most global companies in the world, Coca-Cola took seriously itsability and responsibility to positively affect the communities in which it operated. Thecompany‟s mission statement, called the Coca-Cola Promise, stated: “The Coca-ColaCompany exists to benefit and refresh everyone who is touched by our business.” TheCompany has made efforts towards good citizenship in the areas of community, by

improving the quality of life in the communities in which they operate, and the environment,by addressing water, climate change and waste management initiatives. Their activities alsoincluded The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDSthrough partnership with governments, UN AIDS, and other NGOs,

and The Coca-Cola Foundation, focused on higher education as a vehicle to build strongcommunities and enhance individual opportunityCoca-Cola‟s footprint in India was significant as well. The Company employed 7000 citizens and believed that for every direct job, 30-40 more were created in the supply chain.

Like its parent, Coke India‟s Corporate Social Responsibility (CSR) initiatives were bothcommunity and environment-focused. Priorities included education, where primary

education projects had been set up to benefit children in slums and villages, waterconservation, where the Company supported community-based rainwater harvesting projectsto restore water levels and promote conservation education, and health, where Coke Indiapartnered with NGOs and governments to provide medical access to poor people throughregular health camps. In addition to outreach efforts, the company committed itself toenvironmental responsibility through its own business operations in India including:• Environmental due diligence before acquiring land or starting projects • Envir onmental impact assessment before commencing operations• Ground water and environmental surveys before selecting sites

• Compliance with all regulatory environmental requirements • Ban on purchasing CFC-containing refrigeration equipment• Waste water treatment facilities with trained personnel at all company-ownedbottling operations



• Energy conservation programs • 50% water savings in last seven years of operations Corporate Communications at Coca-ColaCorporate Communications was a critical function at the Coca-Cola corporation given thenumber of constituencies both internal and external to the company. In addition, thecomplexity and global reach of the Company's operations could not be centrally managedand instead demanded a matrixes team organization.The senior communications position at the company, Senior Vice President, WorldwidePublic Affairs & Communication, sat on the company's executive committee and reported tothe Chairman & CEO at the time of the crisis in India. Director-level corporatecommunication functions included: Media Relations, Nutrition Communications, FinancialCommunications, and Marketing Communications, but the geographic diversity of thecompany's businesses required regionally-based communication leaders in addition to thecorporate resources in place. As a result, five regional communications directors servicedNorth America, Latin America, Asia, Europe, and Africa with their own teams of communications professionals.

In 1888 A S A Candler bought out Pemberton

In 1899 A S A Candler sold the bottling rights for Coca-Cola to Benjamin Franklin

Thomas & James Whitehead

The bottler model was a critical factor in the Coca-Cola growth story even , it is the mostsuccessful business model.

The Woodruff Years ( 1923 - 1955 )

Several initiative introduced

- Personnel training Program- Better Service

- Quality product

Foreign sales group formed to aid global expansion - During world war-II Coca-Cola firmly established as a global brand.- Woodruff's efforts reflect even today in Coca-Cola's Service Orientation and

Global Operational

Woodruff's Innovation

- Six bottle cartoon- Open top metal Coolers



- Vending machines- Bell shaped fountain glass

Recognizing the power of advertising , Woodruff took the Coca-Cola Company fromAmerican success story to an international powerhouse.

1950's Large sized bottles introduced

Coca-Cola was the first company to make an appearance in Disneyland

1960's Fanta introduced in 1960 s - Market place changes

- New brands beyond the Cola's

- Sprite and Tab introduced in 60's- New packages

- Dynamic ribbon device

1970's National "Groovy" promotions drive

- Great creative

- Hilltop, Mean JoeGreene- Coca-Cola as Americana

-

Coca-Cola enters Egypt&China- 2 litter bottle introduced

- NorthAvenueTower opens 1979

1980's The Coca-Cola system stabilizes

- Diet Coke introduced

- Coca-Cola 100 Years old

- New Coca-Cola introduced

- Coca-Cola Classic born

- Advent of MEGA BRAND

1990's Advent of Non-Carbonated Drinks

- Minute Maid Juices

- To go Nestea, Power Ade, Fruitopia ,Dasani

1993's Coca-Cola Re-enters India

E.NevilleIsdell gets Coca-Cola back to India in 1993



( 1993 - 2005 )

October 1993

- Coke relaunched in Agra

1993

- Concentrate plant at pune

1996s

- Can , PET , plant started at Pune

1997

- Acquired first bottling plant Barelly

- 37 plants acquired

1998

- First Greenfield plant at Ahemdabad

( 1997 - 1999 )

- 4 bottling Companies

- 22 Acquired

- 7 Green field

2000

- COBO regions

- 1 FOBO operations

In 2005 Coca-Cola India broke into divisions



Hidustan Coca-Cola Beverages Private Limited ( Bottling)

Coca-Cola India (Company)

The secret formula of Coca-Cola is written in a paper and kept in a bank of Atlanta

The Coca-Cola system uses

- 24 % of Worlds aluminum cans

- 17 % of Worlds PET resin

- 31 % of Worlds HFC's

- 5 % of Worlds Sugar

- 30 % of Worlds aspartane

Coca-Cola is Worlds No.1 Soft Drink Company

4 Of top Brands are owned by Coca-Cola



The Coca-Cola sells more than one billion drinks a day and employs more than 1,39,000

people all over the world

The Coca-Cola company exists to benefit and refresh everyone who is touched by its

business.

Coca-Cola is the longest continuous sponsor of the Olympic Gamessince 1928

Coca-Cola is the worlds most diverse company doing business in more than200

countries employing people from 215 nationalities and communicating in 126

different languages

Hindustan Coca-Cola beverages Pvt. Ltd. manufactures concentrate beverages base &syrup and sells them to the bothers for the production of ready to drink products .

The manufacturing process includes syrup production ,water treatment ,manufacturing of

finished products , quality control through the process

Robert Goizueta started working at Coke in CUBA as a chemist and later becameC.E.O. of the company

Drinking Habit's in India

People avoid taking water with meals .People eat curry with meals, therefore they do not feel the need for a drink

People do not like to consume cold drinks in winters

INTRODUCTION

Brings Back The Fizz To India

Coca-Cola, the corporate nourishing the global community with the worlds largest sellingsoft drink concentrates since 1886, returned to India in 1993 after a gap of 16 years giving a



new thumbs up to the Indian Soft Drink Market. In the same year, the Company took overownership of the nation's top soft-drink brands and bottling network. No wonder, our brandshave assumed an iconic status in the minds of the consumers.

A Healthy Growth To The Indian EconomyEver Since, Coca-Cola India has made significant investments to build and continually

consolidate its business in the country, including new production facilities, waste watertreatment plants, distribution systems and marketing channels.Coca-Cola India is among the countries top international investors, having invested morethan US$ 1 billion in India within a decade of its presence and further pledged another US$100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has not only shaked up the Indian carbonated drinks market,

and given consumers the pleasure of world-class drinks to fill up theirhydration, refreshment & nutrition needs but has also been instrumental ingiving an exponential growth to job opportunities.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being

made in India, the business system of the Company directly employs approximately 6,000

people, and indirectly creates employment for more than 139,000 people in related industries

through our vast procurement, supply and distribution system.

The vast Indian operations comprises 25 wholly-owned- company-owned bottling

operations and another 24 franchisee-owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the Company.



On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate thenarrow alleyways of Indian cities constantly keep our brands available in every nook andcorner of even the countrys remotest areas.These are only some of the facts that speak about our commitment to the growth of theIndian Economy.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customer‟s service and bottling

system strategy processes and tools in order to create competitive advantage and deliver superior

value to:

Consumers as a superior beverage experience.

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

Bottlers as an opportunity to make reasonable to grow profits and volume.

TCCC as trademark enhancement and positive economic value added.

Suppliers as an opportunity to make reasonable profits when creating real value added

in an environment of system wide teamwork, flexible business system and continuous

improvement.

CCI associates as superior career opportunity.

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



CHAPTER – 3

PRODUCT PROFILE OF COCA-COLA

CONSUMER CHOICE AT A GLANCE

DIFFERENT PLAYERS IN THE SOFT

DRINKS MARKET

WHERE THE MONEY GOES

MODUS OPERANDI

PRODUCT PROFILE OF

COCA-COLA



There are nine brands of coca-cola in India and they are differ in taste,

flavor and also in their colours.

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

Thums-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 colour, which is

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

generally preferred by Children & Women.

4. FANTA



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

Women.

5. FANTAAPPLE

FANTAAPPLE, It is apple flavor preferred by Children & Man,

Women .

6.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.

7.KINLEY SODA

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

with alcohol and used by adults.

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor. Andpreferred by all age of people.

9.KINLEY WATER

Kinley water is a fresh and mineral water and marketcompetitor of

Bisleri and Aquafina.



10.MINUTE MAID

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

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

Twister.

11.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, Thums Up, Sprite, Limca,Fanta, Fanta Apple,

Mazza, Pulpy Orange, Kinnley Soda, Kinnley Water.

CAN

Diet Coke, Coca Cola, Thums Up, Sprite.

Brand available in 200ml.



1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

5. Mazza

6. Mazza Tetra Pack

Brand available in 300ml.

1.Thums Up

2.Sprite

3.Limca

4.Kinley Soda

Brand Available in CAN (330ml)

1. Diet Coke

2. Coca Cola

3. Thums Up

4. Sprite

Brand Available in (350ml)

1. Coca Cola

2. Thums Up

3. Sprite

4. Mazza

5. Pulpy Orange



Brand Available in (500ml)

1. Mazza

2. Pulpy Orange

3. Kinley Water

Brand available in (600ml)

1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

Brand Available in (1Ltr)

1. Kinley Water

2. Pulpy Orange

Brand Available in (1.2 Ltr)1. Coca Cola

2. Thums Up

3. Sprite

4. Limca

5. Mazza

Brand available in (2 Ltr)

1. Coca Cola

2. Thums Up

3. Sprite

4. Limc

Price of the product

Product Bottle in MT Price



200 ml 24 168

200 ml Mazza Tetra Pack 24 216

300 ml 24 215

250 ml Mazza 24 330

330 ml Can 24 580

350 ml Thumsup 24 468

500 ml Mazza 24 168

500 ml Pulpy Orange 24 498

600 ml Soda 24 216

600 ml PET 24 444

1Ltr. Kinnley 12 104

1Ltr. Pulpy Orange 12 552

1.2 LtrMaaza 12 552

1.2 Ltr Pet 12 207

2 Ltr PET 9 459



CONSUMER CHOICE AT A GLANCE



Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.



beginning. The thirst quenchers are trying hard to have the major piece of

the apple of overall carbonated soft drink market. Both the players are

spending their energies in building capacity, infrastructure, promotional

activities etc.

Coca-Cola, being 11 years older than Pepsi, has been dominating the

scene in most of the soft drink market of the world and enjoying the

leadership terms of the market share. But the coca cola people are finding it

hard to deep away Pepsi, which has been narrowing the gaps regularly; the

two are posing threats for each other in every nook and corner of the world.

While coca cola has been earning most of the part of its bread and butler

through beverages sales, Pepsi has a multi products portfolio with a

handsome portion from the same business.

The two warriors are face to face once again here in India with

different strategies and policies to attack at rival Coca-Cola is focusing

upon the joint ventures with the existing bottlers to enhance its control onmanufacturing and marketing of its product range and attain the quality

standards of its class. Countering its Pepsi has taken the baton in its own

hands by floating and investment of $95 millions to set 6 Pepsin Co. India

Holdings, a subsidiary for company‟s owned bottling operation (COBO).

Both of the companies are following different path of reach the same

destiny i.e. to fetch the bigger portion of aerated soft drink market in India.

Both the competitors have distinct vision and priorities about the

Indian soft drink market. Through having so much difference and distances

with each other, they both consider India as a huge potential market as per

capita consumption here in more 3 servings per year against an

international of 80. Throughout, they are putting their best efforts to woe



Indian consumer who has to work for 1.5 hours to by a bottle cross over for

both the athletes running for getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country

giving it an edge over competition by possessing a well built manufacturing

and distribution set up on the other side of picture, Pepsi, with two more

year in India, has been able to set an image of winner this giants are ready

to turn every stone of opportunity with a mindset of long tenure this time.

Coca-Cola has been penetrating the market through its wide product

range with a determination to change competition pattern of soft drink in

India. Firstly, they upgraded the whole industry by introducing 300 ml

bottles, which in turn, had given the industry a booming growth of 20 % as

compared to earlier 5%. They want to develop a coca culture here and are

working on a strategy to offer soft drink in every possible package. In coca

cola camp, the idea of competition has not come from Pepsi, but from the

other beverages such as tea, coffee, nibupani, water etc.

Pepsi is quite aggressive in its approach to Indian consumer. They are

desperately working in the strategy to be winner side in the hot cola war

between two big barons. According to Pepsi philosophy it‟s the madness

that encourages executives to thin to conjure up those creative tactics to

knock the fizz out of their competition. Pepsi had pumped a large amount

on the visibility of its blue-red-and-white logo. They have been going with

aggressive marketing by putting Sachin Tendulkar , Shahrukh Khan now

Imran khan is in their advertisement to endorses their brand, the role

models for its targeted consumer the teenagers. They have increase the fizz

in the market price by introducing the dispensers called fountain Pepsi and

been enjoying a lead over its rival three.



Coca-Cola on theotherhand, it has been working on the saying „skew‟

and stead with „race‟, side by side retailing to the every move of its

competitor. They have produced the shield ofThums Up with a handsome

market share in India soft drink market. Countering Pepsi; international

commercial that used two chimpanzees to coke a snack at coke, Thums Up

came with the aid line, “Don‟t be Bandar, taste the thunder” Also Thums

Up has been positioned now very near to that of young in age of Pepsi and

giving it tuff time.

Everything has been put on fire by these cool merchants. If Coke got

the status of the “Official drink of Wills World Cup”, Pepsi blushed as

“Nothing official about it”. As ThumsUp projected as „SaareJahan Se

Achchha‟. Pepsi was passionate enough with „Freedom to be‟. When

Thums Up came up with „Thunder Blast‟, the other one offered, Pepsi

„Stuff Card‟. If red color is meant for Coke, Pepsi has chosen to be Blue. In

this way, Indian consumer is getting more fizz and punch from the two big

brothers and he has to given not about the winner.

ADVERTISING

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.



2.AmirKhan &AshwaryaRai(both cine stars), which targeted younger

generation. This add. Contained imagery of rugged and romantic for

330 ml of coke. Theme “ Coca Cola Ho Jay”.

3.Another cola drink from coke i.e. “Thums Up”.

4.Limca leaving its old image of “Lime-n-Limoni” drink is been

shown as in the add. FeaturingShaif Ali Khan. A drink that could just

change the mood at time of disappointment lines. “Gala Gaya

SookhLimca Key LiyeRuk”.

5.Fanta add. Showing children having lines “Bold Ho Jayo”.

6.A family giving new look to Maaza “ Taaza Mango”.

7.Diet Coke the exiting add. on the pool with fall swing calling “Taste

The Power Of One Calorie”.

8.AmirKhan in the as on Mini Coke very interesting and Roman tic

add.

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.

CHAPTER – 5

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES

OF COMPANY

CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES



MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising.

2. Effective Incentive Policy.

3. Quality.

4. Wide & Deep Distribution System.

5. Attractive packaging.

6. Allotting SGA‟S (Refrigerator, Chest cooler, Table Umbrella,

Chairs etc.) to retailers.

7. Decorating Retailers shop by display board, dealer‟s board etc.



CRITERIA FOR PROVIDING FREE CHILLING

EQUIPMENTS

With every 1-2 crates purchased daily or alternatively an

icebox is provided.

For an average consumption of 5-6 crates a visi-cooler of

4crates.

For a purchase of 7-8 crates daily visicooler 7 crates.

If purchase exceeds 8 crates, then 9 crates visicooler or deep

fridger is provided.

With every chilling equipment a steplizer is provided it may be of

1 KV or 5 KV.

S.G.A PROVIDING COMPANIES

All these industries are enlisted and approved by Coca-Cola.



CHAPTER - 6

OBJECTIVE OF THE STUDY

R.E.D. CONCEPT

PRE SALE CONCEPT



We have built a foundation to ACCELERATE the journey

towards a World Class Selling Organization



FIGURE 2: VISIONFOR SUSTAINABLE GROWTH



OBJECTIVES OF RED 20

Reinforce execution standards

Enhance execution capability

Have a greater impact on business

Increase action orientation



RED is much more than being the World‟s largest Retail track

It involves defining the Picture of Success, Actual Execution, Building

Capability of the frontline, improve associate engagement and a

process of Continuous improvement

We have made only minor changes in SCORING

Increased the weight for AVAILABILITY

RED Parameters 2007

Visi cooler : 35%

Availability : 40%

Activation : 25%

RED Parameters 2008

Visi cooler : 30%

Availability : 50%

Activation : 20%

• Greater focus on availability (10 points more)

• Focus on primary packs across channels

• Drive single RGB per outlet

• MMPO added as the second Juice after Maaza

• Maaza& MMPO need to go together to prevent

cannibalisation

•



• Minor changes in points allocation for Cooler parameters

• 10.5 caser added as additional standard in relevant

outlets

• Greater focus on brand order compliance

• Simplified the list of activation elements

• Greater focus on branded menu cards / boards to drive

incidence

• Removed tent cards

• OBM /Drinking shots added as a parameter across

channels• Points for grocery rack only if it is pure & min 50%

charged



R.E.D CONCEPT

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

survey of R.E.D., Company had hired the person from A.C. NIELSON

one of the best survey company. This survey gets done once in a month.

R.E.D is the set of norms divided into outlet wise.

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.

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?

GROCERY

Outlet primarily engaged in retailing of food & various household

items. It includes Grocery (Outlets dealing mainly in grains, provisions,

spices, edible oil, vanaspatietc) 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

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

Bars, Dhabas, Cafes etc.

CONVENIENCE

Includes outlets which are small stores or shopes, generally accessible

locally. These are often located alongside busy roades. It includes

Chemists, STD Booths, 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



Whoever costumer comes on shop which income class they belongs like

high Income, medium Income, low Income.

R.E.D.



(RIGHT EXECUTION DAILY)OUTLET WISE DISTRIBUTION OF R.E.D

CHANNEL CLASS LOCALITY INCOME GROUP

Convenience Diamond High

Ex – Pan shop, P.C.O etc. >800c/s sale

Grocery Gold Medium

Ex – General store, 500-799c/s sales

Provision store etc.

E&D (Eating and Drinking) Silver Low Ex – Restaurant, Hotel etc.

PRE-SALE CONCEPT

This is the new concept that had started from the year 2007. In the Pre-Salethe company takes order one day before and accordingly company deliverstheir products for each route.



CHAPTER - 7

M.I.T.

Methodology and details

After MIT The Road Ahead



MIT ( MARKET IMPACT TEAM)

KANPUR

Objectives

Horizontal Expansion (HE)

Chilling Equipment

– Place Iceboxes

– Identify o/l for OIF

– OYA

Achieve GOD

Identify o/l for Cooler up gradation

Identify o/l for Cooler prime position (to do list)



METHODOLOGY AND DETAILS

Duration of Activity – 4 days ( 15/4 – 18/4)

Identify clusters based on area/zone, opportunity, potential,

competition.

Identify teams-summer trainee, co-ordinate with agency team.

Set deliverables

Launch Trade Scheme

Rs 1540 = 5 Empties + Ice Box + Activation element (Flange)

5 MT COSTS = 5 * 140= 700

FLAVOUR COST = 5* 168

= 840

ICE BOX = 5 MT + FLAVOUR

700 + 840

1540

Resources Utilized during Activity



Agency Manpower – 20

Summer Trainee – 12

Vehicles---10

Distributor manpower- cummulative 21

After MIT – The Road Ahead

• Include New outlet in the PJP of MD/Pre-seller/Salesmen.

• Track Billing of Ice Box Outlets

• Follow up on OYA leads

• Complete OIF formalities and Install Visicooler/grouting.



Chapter- 8

Objectives

Importants of opening new outlet

Identification of potential outlet

Process of open a outlet

Deal with objection and Query

Horizontal expention flowchart



Research Methodology

Primary research is being conducted for over 20 coca cola retailers.

Research was done with the help of a questionnaire, where we ask

different question based on fixed pattern, answers given by the

retailers was recorded in a separate answer sheet which was provided

to us by the Hindustan coca cola beverages ltd .

Source of data: - Primary and secondary sources of data have

been used in the study.

1. Primary Sources:-

Primary data was collected to get first hand information:

Primary data was collected by using an appropriate

questionnaire.

2. Secondary Sources:-



Secondary data was collected from various lists that were given

to us by the coke Sales Representative in which names and

locations of various retailers were mentioned.

Research Instrument:-

Structured questionnaires having open ended as well as close ended

questions were employed for workers and managers. Various

observational parameters were also used for this study.

Analytical Tools:-

The data was analyzed with the help of Microsoft Excel. Analysis

was presented in the form of averages, percentages and graphs like

bar graphs and pie charts.



Result and Discussion

The project was mainly based on thewet canteens of army area. Theanalysis is mainly based on the observation and questionnaire. Thetopics were population, current status , visi cooler, emptys, address,

contact no., services, annual sale etc

1) What are your sales in a day?

a) 1 – 5 crate b) 6 – 10 crate c) 11- 15 crate d) 16 or above

As per the chart, sales are at maximum for 1 to 5 crates a day which is

done by around 55% of coca cola retailers. As the sales of coca cola are

0%

10%

20%

30%

40%

50%

60%

1-5 crate 6-10 crate 11-15 crate 16 and above

Sales per Day



increasing retailers who sells 6 to 10 crates are also doing great in the

market as they consist of 25% of the total sales.

2) What is your current stock?

a) 1 – 5 crate b) 6 – 10 crate c) 11- 15 crate d) 16 or above

As per the Bar chart, retailers is maintaining good quantity of coke

with a view to sell more, this can be analyzed from the chart that 45%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 – 5 crate 6 – 10 crate 11- 15 crate 16 or above

Current Stock



retailer i.e. around 8 retailers maintain crates of stock. They are

maintaining this stock with a view of free flow supply of coke

products in case of any emergency.

3) What you sell more?

a) Coco cola b) Pepsi c) Others

Sales of Coca Cola are more than the PEPSI is clearly seen from the

Above Pie chart. Sales of Coca Cola are 50% whereas sales of the

PEPSI are only 46% of the total sales which means Coca cola is bit

Pepsi

46%

Coca Cola

Others

4%

Sales



ahead of Pepsi in terms of sales whereas local brands also captured

4% of the total market share.

4) Who gives you better schemes?

a) Coco cola b) PEPSI c) Others

Schemes given by the coca cola is far better than PEPSI and otherplayers in the market. As the Pie chart shows that the retailers are

coca cola 60%

PEPSI 35%

5%

0%

Better Scheme Providers

Pepsi Coca Cola other



happy with schemes provided by the coca cola than the other players.

60% of retailers said that the schemes given by the coca cola are

better.

5) Does market developers (m.d) tell you about all schemes?

a) Yes b) No

As the Pie chart shows that 70% market developers communicates

about all the schemes to their retailers but remaining 30% does not

communicates about all the schemes, which may be a factor of

concern for the coca cola.

Yes

70%

No

30%

0% 0%

Schemes



6) Do you get the schemes which were communicated to you by

market developers?

a) Yes b) No

As the Pie chart shows that 75% of Coco cola retailers responded that

they got theschemes which were communicated by the Coco cola( m.

d) but remaining 25% of retailer responded that they were not getting

what they have been communicated by the ( M.d ) which causes a

problem in the market.

Yes

75%

No

25%

0% 0%

Getting Schemes



7) Do you get delivery on time?

a) Yes b) No

As per the Pie chart given above it is clear that the Coco cola delivery

system of the merchandise is quite good as it satisfy its 90% retailers

while 10% retailers are still unsatisfied with the delivery system of

the Coco cola. Therefore they have to be cautious in order to make

Yes

90%

No

10%

0% 0%

Delivery on time



the remaining 10% retailers happy because 10% means retailers which

are a huge number.

8) Are you satisfied with the Coco cola services and schemes?

a) Yes b) No

As shown in the pie chart Coco cola satisfaction level is very high.

80% of the Coco cola retailers are happy with schemes and the

services provided by the Coco cola but they have 20% retailers which

Yes

80%

No

20%

0%

0%coca cola Satisfaction



are not happy which may be due many reasons like no timely

delivery, mismatching of orders etc.

9) Are you facing any problems with Coco cola? If yes please specify.

a) Yes b) No

Yes

30%

No

70%

0% 0%

Problems with coca cola



Fluctuations in demand

„

“Findings”

Sales of coca cola in Kota army are 41 % whereas sales of Pepsi

are 54% and the local players has its sales of 4%.

Average current stock with the retailers is 6 to 10 crates

Schemes provided by the coca cola are better than the Pepsi and

other players in the market. 80% of the retailers like coca cola for its schemes and services

provided.

90% of retailers like coca cola for its delivery on time.

70% of the coca cola retailers said that they have no problem

with coca cola and they are enjoying working with them.

70% of the retailers get full details about all the schemes from

the coca cola market developers.



“Recommendations and Suggestions”

Keeping a record of merchandise on daily basis would be helpful

in avoiding stock out conditions.

Checking of bill book will help in knowing whether bill is

provided to retailers or not.

Coca cola could make necessary corrections in their delivery

system so that they can unsure correct delivery at right time.

Route Agent working could check regularly so that noembezzlement of merchandise can take place.

Schemes which are being communicated to retailers should be

provided to maintain the relationship.

Incentives provided to can increase their enthusiasm which can

lead to increase the sales.

A frequent check of visi cooler provided to the retailers could

reduce its maintenance problems.

Surprise visit can be made to check the working of market

developers.

Complains should be entertain as soon as possible to increase

customer satisfaction.



Conclusion

Market share of cola cola is approx. 70%incomparison of

previous share 41%

Services provided to retailers are satisfactory.

Five new oulets are being opened

Schemes provided by the coca cola were better than thecoco cola

and other players in the market.

Delivery system of the coca cola is good but they need little

more affords.

It has problems in replacement procedure.

Coca cola m.d should communicate about all the schemes to the

retailers which they are not communicating.

Order taking has a problem of mismatching of orders means

they are delivering those brands which are not being ordered.

Replacements system is not that efficient as they were taking

long time to exchange the goods.



Bibliography

www.coca coala

www.wikipedia.com

www.cocacola.com

Annexure

Questionnaire

OWNER’S NAME

OUTLET NAME

CONTACT No.

ADDRESS

1) What are your sales in a month?

1 – 5 crate b) 11 – 20 crate c) 21- 30 crate d) 31 or above

2) What is your current stock?

1 – 10 crate b) 11 – 20 crate c) 21- 30 crate d) 31 or above

http://www.wikipedia.com/





3) What you sell more?

a) Coco cola b) coke c) other

4) Who gives you better schemes?

a) Coco cola b) coke c) other

5) Does market developer ( m.d) tell you about all schemes?

a) Yes b) No

6) Do you get the schemes which were told to you by m.d?

a) Yes b) No

7) Do you get delivery on time?

a) Yes b) No

7) Are you satisfied with the Coca cola services and schemes?

a) Yes b) No

8) Are you facing any problems with Coco cola? If yes please specify.

a) Yes b) No

9) Any suggestions.

a project on coca cola

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