amit report (coca cola)

153
COCA COLA BEVERAGE PVT LTD COCA COLA BEVERAGE PVT LTD A SUMMER TRAINING PROJEGT REPORT ON THE EFFECTIVE DISTRIBUTION PROCESS OF VARIOUS PRODUCT OF COCA COLA Submitted for the partial fulfillment of the requirement for the award Of MASTER OF BUSINESS ADMINISTRATION SESSION 2010-2012 Submitted By: - SUBMITTED TO Amit Kumar Balmiki MBA II nd Year AJAY SINGH Roll No. : -1066670012 TRAINING MANAGER 1 | Page

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Page 1: Amit report (coca cola)

COCA COLA BEVERAGE PVT LTDCOCA COLA BEVERAGE PVT LTD

ASUMMER TRAINING PROJEGT REPORT

ON

THE EFFECTIVE DISTRIBUTION PROCESS OF VARIOUS PRODUCT OF COCA COLA

Submitted for the partial fulfillment of the requirement for the award

Of

MASTER OF BUSINESS ADMINISTRATIONSESSION 2010-2012

Submitted By: - SUBMITTED TOAmit Kumar BalmikiMBA IInd Year AJAY SINGHRoll No. : -1066670012 TRAINING MANAGER

S.R.M. BUSINESS SCHOOL Bkt, Lucknow

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ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge giving my sincere, gratitude to all persons who have helped me in the preparation of this dissertation. First of all, I thank “GOD ALIMIGHTY” for the blessings showered on me throughout this project work, which has helped me in the successful completion of the training. I express our thanks to Coca cola Hindustan Beverages Ltd. for granting me the permission to work with the esteem organization. I am also thankful to Mr. Ajay Singh (Training Manager) and then to Mr. Ashutosh Sharma (Sales Co-ordinator) and then to Rahul Singh (SE) and then to Pankaj Chaudhary (Logistic Co-ordinator) of Coca cola Hindustan Beverage Ltd. They guided and helped us in all possible ways they could, at every stage of the report.

I would also like to thank all the Executives, distributors & staff of Coca cola who provided us all the relevant information and their kind support, on the basis of which this report has been prepared.

.

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DECLARATION

I hereby declare that I have carried out Summer Training Project on the

topic entitled “The Effective Distribution process of Various Products

of Coca Cola” at Lucknow, Uttar Pradesh.

I further declare that this project work is based on my original work and

no part of this project has been published or submitted to anybody.

AMIT KUMAR BALMIKI M.B.A IIND YEAR

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PREFACE

In summer the consumption of soft drinks is more due to hot

weather in this time chilled weather is needed everywhere and

every body irrespective of age difference. In the market peoples

not only need water, but they want same taste too. Here comes

the need of soft drinks: it has become an essential part of market

as people like it in addition to the bottles, now day’s packages of

soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and

dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all M.BA a participant are

required to undergo practical summer training in any industry for 6

to 8 week’s period. The main objective of this training is to

supplement theoretical knowledge with exposure to practical

operator of an organization or industry. Candidate tale much help

from this training when he get the job after completed the

curriculum in this training candidate get the better opportunity to in

meet the Retailer conjurer, whale sellers dealer by which

candidates gain more and more information about the market. By

this practical Experience candidate confident level is improved.

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Consequently we can say this training provide better

understanding of all functional areas of management skills.

TABLE OF CONTENTS

TOPIC PAGE NO.

INTRODUCTION :

OBJECTIVE OF THE PROJECT :

COMPANY PROFILE : MARKET OF SOFT DRINK IN INDIA :

DISTRIBUTION CHANNEL :

ANALYSIS & INTERPRATION :

RESEARCH METHODOLOGY :SWOT ANALYSIS :

FINDINGS :

RECOMMENDATION :

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LIMITATION :

CONCLUSION :

BIBLIOGRAPHY : ANNEXURE - QUESTIONNAIRE :

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Introduction

Modern age is full of competition. Today only way of success is

your continuous efforts towards the growing market needs and in

satisfying them. It is the marketer job to know what the market

speaks i.e. the ever changing needs of the customer through

market research & adopt them fruitfully. It is must for all the

companies to make policies according to the customers and the

govt. Today to succeed for any organization has to target its

customer needs, to create a culture in the organization i.e. market

conscious & responsive to customer needs. Soft drinks industry

has become big business in India in recent years.

The soft drink business under went major change with the entry of

PEPSI and re-entry of COCA-COLA in India in the late 80s when

Parley with brands like Thumps, Limca & Gold spot was a clear

leader. Coca-Cola took up the product line of parley in 1993-94;

today both brands are the Indians favorite soft drinks.

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COMPANY PROFILE COCA-COLA (US)

Coca cola is a world leader in beverages, with revenues of about $35 billion and over 180,000 employees. The company consists of the snack business of Frito-Lay North America and the beverage and food businesses of Coca cola Beverages and Foods, which includes Coca cola Beverages North America (Cola North America and Gatorade/Tropicana North America) and Quaker Foods North America. Coca-cola International includes the coffee businesses of Frito-Lay International and beverage businesses of Coca-cola Beverages International. Coca-cola brands are available in nearly 200 countries and territories.

Many of Coca-cola brand names are over 100-years-old, but the corporation is relatively young. Coca-cola was founded in 1923 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.

Coca-cola Company – Coca-cola (formulated in 1898), Diet coke (1964) and Mountain Dew (Introduced by Tip Corporation in 1948).

KO is the world leader in the food chain business. It consists of many companies amongst which the prominent one is Pepsi cola, Frito lay, Pepsi food international, pizza hut, and KFC and taco bell. The group is presently into three most profitable businesses namely, beverages, snack foods and restaurants. It has scores of big brand available in nearly 150 countries across the globe.

The beverages segment primarily market Pepsi diet, mountain dew and other brands worldwide and 7UP outside the U.S. market. They are positioned in close competition with Coca-Cola inc. of USA. A point to be noted is that coca cola get 80% of its profit from

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international operation while same figure of Pepsi co. stand at 6%, the segment is also in the bottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of the worldwide pizza hut, Taco Bell and KFC. Long time no.2 player in the cola wars, Pepsi co. is widening the play field, over the last years; the company has invested more than $2billion in its worldwide operations.

When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with its long time archival claiming victory in the cola wars. Coke and Pepsi expanded their rivalry to tea in 1991 when Pepsi formed a venture with #1 Lipton in response to coke’s announced venture with nestle (Nestea) it has won over 30% of the ready to drink tea market, a part of the so called “new age” beverages segment.

The beverage industry has witness the phenomenal

growth over the last few years necessitating capacity increase

and builds up of commensurate infrastructure to meet the

business growth, which is accordingly matched.

PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people.

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Mission of the Company: Continuously excel to achieve and maintain leadership position in the chosen businesses; and delight all stakeholders by making economic value additions in all corporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plant operated in 13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO. After that KO acquires Parleys brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pans India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes a separate bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.

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BUSINESS SEGMENTS

The KO Group is divided into three-business segments- Beverage, Food and Education. It has a leading market position in each of its three business segments. Our balanced portfolio produced a solid business performance. Products and services, which look to the future, ensure that we will be well placed in growth markets.

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TYPES OF COOLERS

2 cacs 4 cacs. 7 cacs

9 cacs 11 cacs 20 cacs 30 cacs

KO VPO (ANNUAL) phy c/s

RATE LIST-2010Brand Basic

RateAmt.Vat charge @ 12.5 %

Total

200 ML 149.33 18.67 168.00300 ML 190.22 23.78 214.00SD 300 ML

129.78 16.22 146.00

SD 500 224.00 28.00 252.00

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OUTLET CLASSIFICATION

KO VPO SLAB (phy c/s)

DIAMOND >800GOLD 500-

799SILVER 200-

499BRONZE <200

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ML600 ML 394.67 49.33 444.001.25 LTR

337.78 42.22 380.00

2 LTR 364.44 45.56 410.00DT 330 ML

444.44 55.56 500.00

330 ML 444.44 55.56 500.00KIN 500ML

144.00 18.00 162.00

KIN 1 LIT

97.78 12.22 110.00

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FRUIT JUICE

Brand Basic Rate

Amt.Vat Charges @ 4 %

Total

MZ 200 ML 278.85 11.15 290.00MZ 250 ML 205.77 8.23 214.00MZ 600 ML 530.77 21.23 552.00MZ 1200 ML 480.77 19.23 500.00MMPO 400 ML

509.62 20.38 530.00

MMPO 1.2 LTR

600.96 24.04 625.00

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OBJECTIVE of the project

The objective of my training is survey in ALAMBAGH and

CHARBAGH (A&B Routes) and LALBAGH, AMINABAD, SADAR,

CANTT & etc in order to find out Market Share Of Coca Cola And

Channel Of Distribution it means we have to find that what is the

market share of coca cola in the market and what is the market

share of his competitor Pepsi and we have to find that customer

take coca cola brand from company vehicle or from dealer.

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COMPANY PROFILE

COCA-COLA ENTRY IN INDIA

Coca-Cola bottling plant opens in 1950 in New Delhi, operated by

pure drinks Ltd. In 1951 Bombay plant opens, also operated by

pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant

opens cont. 1973 was the time when 22 bottling plant operated in

13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint

venture with JMRPCO. After that KO acquires Parles brands

(Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-

Plants open in Bombay, Calcutta and New Delhi. In 1996 Can,

PET plant started in pune. 1998-First Greenfield plant opens in

Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all

bottling units into 1 pans India Company bottler, HCCBPL in

1997-1999. In July 2005 HCCBPL becomes a separate bottling

entity

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HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit

growth inspire of the sign of relief heaved by the manufacture at

the abrupt sensational termination of coca cola monopoly the

tastes of cola is by no means extinguished the coca. Cola have a

status symbol to it..., generated by the sub standard, penetrated,

advertising and extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still

if international standard area considered the per capita

consumption of three serving in rock bottom, less than even our

neighbors Pakistan and Bangladesh, where it is four more as

much. So with kind of a market potential coke entered in India in

1991 after the permissions of setting up Britico Food company to

coke was granted by the government in Pune in 1992 the plant

was established for is deducted then the bottle are taken out of the

line and cleaned again or rejected.

The most important step is the mixing of drink concentrate

dissolved in the soft water the sugar syrup at the same time.

Carbon dioxide is passed in the drink to produce a fizz.

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After the crowing of the bottle the crown contains the

manufacturing data batch number and Time.

After crowing the bottle, the bottle comes again at checking screen

for checking the bottle.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In

present time every person knows the name of coca cola since

India is one of biggest market and sultry summer from March the

end of October and huge population has immensely helped in the

sales the sales of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this

year company’s top management adopted new policy and

decreased the rate of all brands of coke. By this decision top

management determined the rate of 300 ml / 7Rs. And they made

a new brand of 200 ml determine the rate of this brand 5Rs. By

which medium size family and lower level family can be taken the

enjoy of coke. By this decision company’s marketing share has

been increased.

In present time coke is captured approximate 70% market share in

cold Dinks line. Now coke has defeated all the soft drinks

company. According to service and according to advertising coke

has appropriate position.

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It has now emerged as the winner and has a good image in the

market.

Coke has even sponsored the wills cricket world cup 96 at an

estimated cost of 26 corers.

ORGANIZATION STRUCTURE

COCA-COLA HINDUSTAN BEVERAGE LTD.

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PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the

raw material required for soft drink are concrete sugar syrup and

treated bottled the entire process take in the following steps.

The first step in the production involves conversion of hard water in

the soft water.

The next step is the preparation of sugar syrup in the plant itself

the content of the syrup various according to the brand prepared

the syrup at most can be stored for 4 hours.

Then the bottle is cleaned thoroughly before is done with steam

water jets and caustic soda.

Bottle are then moved on a conveyor belt in a line and are closely

examined in case some impurity is left. It the impurity the

concentrate coke is not a now product for the Indian it was there in

India till 1977 but had to leave India on mass demonstration led

against it, instigated by the local brands it was leaded by Mr.

George Fernandez in Agrain UP so when the program of re-

launching was made, it was again (where it was made o leave the

country), on the 24th October 1993 in order to a strong hold in the

Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle

exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club

Soda etc. at a cost of $40 million by doing so they gripped the

Indian market of soft drinks and captured 65% of the entire soft

drinks much that the competition was tougher and commodities

was of the same standard. So the going was tougher, but still it

has managed to gain and keep in.

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MARKET OF SOFT DRINK IN INDIA

Today India is one of the most potential markets, with population of

around 900 million people, the Indian soft drinks market was only

of 200 cases per year. This was very low even compared to

Pakistan and Philippines. Population and potential market are two

major reasons for major multinational companies of entering India.

They feel that a huge population coupled with low consumption

can only lead to an increase in the soft drink market. Another

increase in the sale of soft drinks in the scorching heat and the

climate of India, which is suitable for high sale of soft drinks. All

these factors together have contributed to a 30% growth in the soft

drinks industry. If the demand continues growing at the same rate,

within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink

industry of the world to enter the Indian market. These two giants

Pepsi and Coca-Cola, Themselves share 96% of the soft drink

market share. Rest is shared by Cadbury’s Schweppes, Campa

Cola and other soft drink brands. But was the scene same 20

years ago? The answer is No. 1970 was the year of pure soft

drinks Campa cola and Parle people (Thumps up and Limca).

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Soft drink consists of a flavor base, sweetener and carbonated

water. In general terms non-alcoholic drinks are considered as soft

drinks this name soft drink was given by Americans as against

hard which is mainly alcoholic.

The major participants involved in the production and distribution

of soft drink are concentrate and syrup producers, bottlers and

Retail channel. Concentrate producers manufacture basic soft

drink flavors and retail channel refers to business location that tells

or serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before

hand, but is an impulse purchase. Lots of sale depends upon the

strength of merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the

exit of coca-cola which preferred to quit rather to dilute its equity to

40% in compliance with the Foreign Exchange Regulation Act

(FERA). The first national cola drink to pop up was double seven.

In the meantime, Pure Drinks, Delhi on coke’s exit, switched over

to Campa Cola.

The beginning of 1980’s saw the birth of another cola drink,

Thumps up, Parle the Gold spot people, launched it in 1978-79, as

“Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill,

and by the late eighties there was Double Cola, which entered in

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India market, as a NRO-run out fit with its plant in Nasik

{ Maharastra }, in 1978 Parle, Indian soft drink’s market (share

33%) with its gold spot and Limca brands. Later Thumps Up also

started Thumps Up. At the same time the threat to the Indian soft

drinks was that of fruit drinks. In 1988, fruit drinks market was

valued at Rs. 40 corers and grew at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer

soft drink market { i.e. 5 Parle Export brands of Thumps Up’s

Limca Gold spot, Citra & Maaza }.Today the scene has changed

making it a direct battle between two giant Coca-Cola and Pepsi.

The picture will become clearer by looking at the India market

shares in the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it

has empowered its people with. In Coke every employee, may he

be a manager or salesman, have an authority to take whatever

steps he or she feels will make the consumers aware of the brand

and increase its consumption. Thus Coke believes in establishing

and nurturing creditability of the salesman and making

commitment to grow business in accounts. All these factors

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together led to a high growth in the Indian market and constantly

increasing market share.

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COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a

neck to neck battle between the two major players, Coca-Cola and

Pepsi since the very beginning. The thirst quenchers are trying

hard to have the major chunk of the pie of 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 dominated the

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

leadership in terms of market share. But the Coca-Cola people are

finding it hard to keep away Pepsi, which has been narrowing the

gaps regularly. The two are posing threats to each other in every

nook and corner of the world. While Coca-Cola has been earning

most of its bread and butter through beverage sales, Pepsi has a

multi products portfolio with some portion from the same business.

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

different strategies and tactics to attack the rival. Coca-cola is

focusing upon the joint ventures with the existing bottlers { fobo }

franchise owned bottling operations to enhance its control on

manufacturing and marketing of its products range and attain the

quality standards of its class.

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Countering it Pepsi has taken the battle in its own hands by

floating as investment of $ 95 billion to set Pepsi Company. India

holdings, as subsidiary for {cobo} company owned bottling

operations. Both the companies are following different path to

reach the same destiny i.e. to fetch the bigger portion of aerated

soft drink market. Both consider India a huge potential market, as

per capita consumption here is a mere 3 serving annually against

the world average of 80. Therefore, they are putting in their best

efforts to woo the Indian consumer who has to work for 1.5 hours

to buy a bottle of soft drink. In comparison to the international

norms minutes, a major hurdle to cross over for both the athletes

for getting no.1 position comparison to the inter. Coca-cola is well

set with its 53 bottling sites through out the country giving it an

edge over competition by processing a well-built bottling and

distribution set-up. On the other hand, Pepsi, with two more years

in india, has been able to set an image of a winner in India and has

been able to get the pulse of the India soft drink market. The soft

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drink giants are leaving on stone unturned and her for the long

terms.

Coca-cola has been penetrating the market through its wide

product range with a determination to change consumption pattern

of soft drink in India. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the 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, nimbu pani, water etc. Pepsi is

quite aggressive in its approach to Indian consumer. They are

desperately working on the strategy to be winners in the hot cola

war between two big barons. According to Pepsi philosophy, it’s

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the madness that encourages executive to think, to conjure up

those creative tactics to knock the fizz out their competition. Pepsi

had plumbed a large on the visibility of its blue red and white logo.

They have been going with aggressive marketing by putting Amir

Khan, Akshay Kumar and their advertisement to endorse their

brand, the role models for its targeted consumer the teenagers.

They have increased the fizz in the market place by introducing the

dispensers called fountain Pepsi and has been enjoying a lead

over its rival there.

Coca-cola on the other hand, has been working on the saying slow

and steady wins the race’s side by retailing to every more of its

competitor. They have procured the shield of thumps up with a

handsome market share in Indian soft drink market.

Countering Pepsi’s international commercial that used two

chimpanzees to cock a snoop at coke, thumps up come with the

ad line, don’t be Bandar, and taste the thunder. Also thumps up

has been positioned now very near to that young image of Pepsi

and giving it a though time.

These cool merchants have put everything on fire. It coke got the

status of the official drink of wills. World cup, Pepsi blushed as

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nothing official about it. As thumps up projected as ‘saaree jahan

se achcha’ Pepsi was passionate enough with ‘freedom to be’ and

now the “yeh dil mange more” when thumps up came with thunder

blast, the other offered ‘Pepsi stuff card’. If red is meant for coke,

Pepsi has chosen to be blue.

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COKE’S MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and

lends them a local flavor. For example, while festival mood plays a

strong role in marketing, it is activated for Durga Puja in Calcutta,

Dandiya in Gujarat, etc., Coke has its focus on the youth market in

India.

As a first step toward catching the attention of the youth, coke

signed on cricket heroes Saurav Ganguly and Javagal Srinath. It

slowly started talking about youth passions like cricket, films,

festivals and food. Soon the advertisements started giving the

message, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola”

And now it has started modifying film hits to frame catch lines that

appeal to the youth. This particular strategy has worked well for

coke.

Coke is focused on distribution to ensure that its products are

within customer’s reach. And it saves its focus has begun to pay it

dividends. As per mid-1998 figures coke is selling as many bottles

in the hinterland of Punjab as it does the four metros.

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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic

slowdown in various overseas markets and the strong dollar had

their impact on coca-cola revenues and bottom line in 1998. But

the company optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola

Company says, “This past year 1998 has been a challenging

period for the Coca-Cola Company as economic environment

became more uncertain in the later part of 1998, we strongly

believe that our fundamental opportunities for long term growth

have not changed”.

As long as maximization of share holder wealth remain Coke’s

focus for its future is assured Goizueta had stated and proven to

the world that focus on shareholder wealth does more good to the

company than focus on revenues and it is not that coke does not

enjoy volumes for it is world’s No.1 soft drink manufacture. It is not

content with this title and is aiming at higher volumes year after

year. Surely coke will continue to grow. Point on Roberto had

reduced the company basically to its trademark and the returns are

so astronomical as to be off the boards. It just absolutely added a

jet engine to their performance.

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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 %

of its volume and 80 % of its profit come from outside the United

States of America. Although it was perceived as a standardized

brand across the world, coca-cola had been quietly fine turning its

international marketing strategies to suit the needs of individual

national markets. Only the brand coca-cola, sprite and fanta were

marketed globally. In Latin America and Europe, where a heavy

consumer preference existed for lemon lime and orange sodas.

Coke had developed a wide range of formulations and flavors to

cater the needs of different countries. In ei salvador and

venezuela, a version of fanta called fanta kolita a cream soda type

of drink became extremely popular. Similarly, in indonesia coke

had been selling pineapple and banana limca, maaza and thumps

up in 1993.

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A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th

March 1899 Chattanooga; Tenn. where its first bottling plant was

started 100 year ago by two men struck one of the most lucrative

business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola

company owner asia candler a dollar for the right to bottle soft

drinks in 1899. Today 1 billion soft drinks are sold each day in

more than 200 countries around the world.

Candler had purchase what would become the cola company for

$2,300 eight years earlier from john pemberton, an atlanta

phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he

signed the contract with white head and thomas any way, “and the

rest is history”, bob lovell, vice president of marketing for coca-cola

bottling company. United inc., said in telephone interview from

chattanooga.

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Lovell said thomas had seen cuban fields hand drinking pina fria

a pineapple beverages, from bottles while he was

Stationed in Cuba during Spanish American war. When he

returned to Chattanooga, he decided to pitch the idea of bottle soft

drinks to coke, which was then sold only as a fountain beverage.

“it occurred to him that coca-cola in bottles would be very popular”,

Lovell said, “Mr. Candler did not see any future in it because the

containers were not sound, but that’s how it all came about.

“Thomas and whitehead promised to pay one dollar for the right to

bottle coca-cola, but legend has it that no money changed hands.

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COKE’S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant

extent for ensuring the availability of the products. Bottlers are

supplied with concentrate to which they add aerated water and

bother ingredients before packing and sealing either cans or

bottles. Bottlers play a strategic role in the success of soft drinks

companies and this was not far from Goizueta’s mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up

for sale. All these bottling activities were combined to from its own

subsidiary Coca-Cola Enterprises (CCE) to handle bottling

operations. The Coca-Cola Company took 49 percent equity stake

in Coca-Cola Enterprises enabling it to retain its own balance

sheet.

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PROMOTION : THE COCA-COLA WAY

GOAL FOR THE 90’S “TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF

DESIRE.

CONSUMER ACTIVITY CLUSTERS:- Grocery shopping

Other shopping & services

Eating and drinking

Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

THE 3A’S:-The strategy for reaching in creasing numbers of consumers in

India is based on the belief that consumers will buy our products it

they are Available, Affordable and Acceptable.

STRATEGIES FOR THE 3A’S Focus on the consumer and customer.

To provide quality customer services, and caring about the

quality of performance in respective jobs.

Caring enough about what we do, to it the best we know how.

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The 3A’s is Coca-Cola underlying strategy for meeting its goal to

reach increasing numbers of consumer’s. How does coke position

its limited resources to help meet its good? Let us explore the

specific ways in which the Coca-Cola system addresses each of

the 3A’s:-

AVAILABILITY

Some of the ways in which the Coca-Cola Company hopes to

increase availability of its product include improved or innovative

packaging, dispensing systems, distributions system and

marketing.

AFFORDABILITY

The ways to address affordability include pricing decisions, as well

as resource management. To make its product available at a price

affordable to the consumer. Continually processes more efficient

and therefore more cost-effective.

ACCEPTABILITY

Making coca-cola brand products the beverage choice for any

occasions depends on a variety of strategies to reach the target

audience. The common strategies adapted to effect acceptability

were though sponsorships, promotion youth market activities,

community programs, and other activates.

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Distribution Channel

Distribution means supply of goods from company to its ultimate

user. After manufacturing the product the important work for the is

to provide its goods to its ultimate user at the right time and when

manufacturing process has been over. Than marketing work will

be start by the marketing Department adopt the policy for providing

goods to the consumer at the right time and place. Distribution

means the way be which the product reach to the hand of

consumer these all process comes under the Distribution of

Network. Good distribution network is essential for more sailing

and customer satisfaction. If customer or retailer is not satisfy of

your distribution net work. It reflects that company’s Distribution is

not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company doesn’t want to

take any type of risk so they have made the distributor in different

2 areas. Distributor take the flavors from the company and deposit

all the payment in advance by this process company get all the

money at the right time. Distributors establish all the goods in bare

house company are appointed 2 or 3 executive for marketing.

Executives are getting the salary from company. But sales man

helper, loader, appointed by the Distributor. Distributor is liable to

give the salary to the sales man helper; loader and clerk the sales

man do the work under the pressure of Executive.

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From the bare house company launch the flavors in the market.

The flavor reaches in the market to the retailer by two medium.

1) By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the

Retailer.

Retailer sales the flavor to the consumer. This is the good

marketing strategy.

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FLOW OF DISTRIBUTION CHANNEL

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Plant

Direct route Indirect route

Warehouse

DistributorMarket

Market

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DISTRIBUTION IN THE COCA-COLA SYSTEM

GETTING PRODUCTS TO MARKET One of the values of the coca-cola system is presence that coca-

cola should exist everywhere. In the words of former CEO-India

operations – Richard Nicholas, “Our goal is to have coke

available within an arm’s reached of desire”. To fulfill this goal,

coca-cola not only produces products, but also has an effective

system to distribute them all over India.

DISTRIBUTION

Distribution sales + delivery + merchandising + local account

management.

Distribution of Coke’s products includes the activities of sales,

delivery merchandizing and local accounts management. These

are two major types of distribution systems:-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.

In indirect distribution, an organization which is not a part of

the coca-cola system has control of one or more of the

distribution elements (sales, merchandizing and local

accounts managements).

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With direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed

by the same persons.

In advanced sales, sales and delivery are performed by different

people within the coca-cola system.

Difference between a customer and a consumer.

a consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-

cola products to consumers.

MERCHANDIZING

One the products are delivered to the customer’s they are

promoted at the point-of-purchase to maximize the company’s

sales opportunities, merchandizing involves looking at the

presentation of the products through the eyes of the consumers. It

is an on-going process that help the company present its products

properly to the consumers in the market place for instance, is the

display attractive? Are the product neatly organized.

PRESENTING THE PRODUCTS

Coca-cola presents its products for sale in four different ways.

They are as follows:-

Secondary display

Coolers

Vending machines

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Post mix / pre mix

INDIA’S RELATIONSHIP WITH COCA-COLA

Just after independence, the maharaja of patiala oversaw his

coca-cola hoarding from his huge, ornate palace, coca-cola export

representative frank harrold, was awed by the maharaja’s opulent

life style. In 1993 after coca-cola returned to India after a 16 year

absence (George fernandes threw the company out of the

country in 1977 on the pre text that it had refuse to divalge its

formula to indian officials), ceo of the coca-cola company, robes to

boirueta “salivated over a virtually untapped market of 840 million

people”.

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CHANNEL OF DISTRIBUTIONOUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF

COCA COLA

Company

Manufacturing goods

Depote

Distributor Company

Vehicle

Retailer Retailer

Consumer Consumer

Area List

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ANALYSIS & INTERPRETATION

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collecting more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what the problem is for

the company and when company ants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from

others and how many problem is considerable and solvable.

TAKE SOLUTION

After analyzing the problem I sow that 90% problem was general

and I found 20% problem personal and I was found 10% problem

as Genuine which is considerable and soluble. General solution

solve the journal problem remaining 10% problems solution we

found and then after we implement the solution.

APPLICATION OF SOLUTION

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After founding the solution we apply the solution and satisfy the

customer & consumer.

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GUIDELINES FOR CONSTRUCTING QUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in

constructing an appropriate and effective questionnaire or a

schedule:

(1) The researcher must keep in view the problem he is to study

for it provides the starting point for developing the

Questionnaire / Schedule. He must be clear about the

various aspects of his research problem to be dealt with in

the course of his research project.

(2) Appropriate from of questions depends on the nature of

information sought, the sampled respondents and the kind of

analysis intended. The researcher must decide whether to

use closed or open-ended questions. Questions should be

simple and must be constructed with a view to their forming a

logical part of a well thought out tabulation plan. The units of

enumeration should also be defined precisely so that they

can ensure accurate and full information.

(3) Rough draft of the Questionnaire / Schedule be prepared,

giving due thought to the appropriate sequence of putting

questions. Questionnaire or schedules pervasively drafted (if

available) may as well be looked into at this stage.

(4) Researcher must invariably re-examine, and in case of need

may revise the rough draft for a better one. Technical defects

must be minutely scrutinised and removed.

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(5) Pilot study should be undertaken for pre-testing the

questionnaire. The questionnaire may be edited in the light of

the results of the pilot study.

(6) Questionnaire must contain simple but straight forward

directions for the respondents so that they may not feel any

difficulty in answering the questions.

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MAAZA

“Yaari-Dosti Taaza Maaza”.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM, MAAZA’S TAGLINE, “YAARI-DOSTI

TAAZA MAAZA” MEANS “FRIENDSHIP MOMENTS WITH FRESH

Maaza” in Hindi.

MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NON-CARBONATED MANGO FRUIT DRINK. IT WAS

ACQUIRED BY THE COCA-COLA COMPANY IN 1993 AND IS CURRENTLY AVAILABLE IN THREE FLAVORS,

MANGO, PINEAPPLE AND ORANGE, PLUS ADDED CALCIUM.

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MAAZA MANUFACTURING UNIT IS LOCATED IN NAJIBABAD WHICH IS DELIVERING IN ALL OVER

WESTERN AND EAST U.P. THROUGH THAT NAJIBABAD MANUFACTURING UNIT BECOME MAAZA IS A FIFTH LARGEST SELLING BRAND OF COCA-COLA. MAAZA

HAS MANGO FRUIT TEST ITS FLAVOUR INTRODUCING BEFORE SLIECE PEPSI COPY ITS.

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SPRITE

Clear, crisp, refreshing

INTRODUCED IN 1960, SPRITE IS THE WORLD’S LEADING LEMON-LIME FLAVORED SOFT DRINK.

SPRITE IS SOLD IN MORE THAN 190 COUNTRIES AND RANKS AS THE NO. 4 SOFT DRINK WORLDWIDE, WITH

A STRONG APPEAL TO YOUNG PEOPLE.

MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITS CRISP, CLEAN TASTE THAT REALLY QUENCHES YOUR

THIRST. BUT SPRITE ALSO HAS AN HONEST, STRAIGHTFORWARD ATTITUDE ABOUT THINGS THAT SETS IT APART FROM OTHER SOFT DRINKS. SPRITE

ENCOURAGES YOU TO BE TRUE TO WHO YOU ARE AND TO OBEY YOUR THIRST.

ACCORDING TO SURVEY FOR IT HAS FOUND OUT THAT SPRITE IS A LEMON-LIME FLAVORED SOFT

DRINK. I ASKED ABOUT SPRITE BRAND THEN I FOUND OUT THAT WHEN NOT AVAILABLE LIMCA BRAND OF

RETAIL OUTLET THEN CUSTOMER OR CONSUMER DEMAND TO SPRITE BRAND THROUGH ALL OVER REGION SURVEY GONE ON STATEMENT SPRITE IS

FOURTH LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD.

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THUMS UP

Strong Cola Taste, Exciting Personality

A THUMP UP IS A LEADING CARBONATED SOFT DRINK AND MOST TRUSTED BRAND IN INDIA. ORIGINALLY

INTRODUCED IN 1977, THUMPS UP WAS ACQUIRED BY THE COCA-COLA COMPANY IN 1993.

THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE AND CONFIDENT, MATURE AND UNIQUELY MASCULINE ATTITUDE. THIS BRAND CLEARLY SEEKS TO SEPARATE

THE MEN FROM THE BOYS.

ITS TAG LINE SAYS IT ALL: “THUMPS UP, I WANT MY THUNDER”.

THUMPS UP IS A NUMBER ONE LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD REGION URBAN AREA ONLY IN GHAZIABAD RURAL AND SEMI-URBAN AREAS ARE SECOND LARGEST SELLING BRAND AFTER PEPSI BECAUSE THEY ARE AWARE THUMPS UP BRAND

THAT WHAT HAS EXTRA ENTITY IN THUMPS UP.

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DIET COKE/COCA-COLA LIGHT

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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, AND AS COCA-COLA LIGHT IN OTHER

COUNTRIES, IT’S NOW THE NO. 3 SOFT DRINK IN THE WORLD.

IT’S THE DRINK FOR PEOPLE WHO WANT NO CALORIES,

BUT PLENTY OF TASTE. AD CAMPAIGNS AROUND THE

WORLD FOR DIET COKE SHARE A PLAYFUL,

SOPHISTICATED AND SEXY ATTITUDE. VISIT OUR

AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET COKE

NORTH AMERICAN AD CAMPAIGN CELEBRATES THE REAL

AND HUMAN ATTRIBUTES THAT MAKE PEOPLE ALLURING

IN THE EYES OF OTHERS.

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COCA-COLA

COCA-COLA IS THE MOST POPULAR AND BIGGEST-SELLING SOFT DRINK IN HISTORY, AS WELL AS THE

BEST-KNOWN PRODUCT IN THE WORLD. CREATED IN ATLANTA, GEORGIA BY DR. JOHN S. PEMBERTON, COCA-COLA WAS FIRST OFFERED AS A FOUNTAIN BEVERAGE BY MIXING COCA-COLA SYRUP WITH

CARBONATED WATER.

COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887 AND BY 1895 COCA-COLA WAS BEING SOLD IN

EVERY STATE AND TERRITORY IN THE UNITED STATES. IN 1899, THE COMPANY BEGAN FRANCHISED

BOTTLING OPERATIONS IN THE UNITED STATES.

TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERY PART OF THE WORLD. THE COCA-COLA COMPANY HAS NEARLY 400 BEVERAGES IN ITS

PORTFOLIO.

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TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERY AREA OF GHAZIABAD REGION EARLY BECAUSE

COCA-COLA IS A LARGEST NUMBER ONE BRAND AMONG ALL SOFT DRINK BRAND SO ITS KNOWN AS

THAT THUNDA MATLAB COCA-COLA THAT IF I WOULD LIKE DRINK THUNDA ONLY COCA-COLA.

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FANTA

A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WAS ACQUIRED BY THE COCA-COLA COMPANY IN

1960. FANTA ORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT 70% OF SALES, BUT OTHER

CITRUS AND FRUIT FLAVORS HAVE THEIR OWN SOLID FAN BASE.

CONSUMERS AROUND THE WORLD, PARTICULARLY TEENS, FONDLY ASSOCIATE FANTA WITH HAPPINESS

AND SPECIAL TIMES WITH FRIENDS AND FAMILY. THIS POSITIVE IMAGERY IS DRIVEN BY THE BRAND’S FUN, PLAYFUL PERSONALITY, WHICH GOES HAND IN HAND WITH THE BRIGHT COLOR (PARTICULARLY ORANGE),

BOLD FRUIT TASTE, AND TINGLY CARBONATION.

FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN, ITALY AND ARGENTINA. FANTA DISTRIBUTION

WAS INCREASED IN THE U.S. IN 2001 WITH THE RETURN OF FOUR FLAVORS: ORANGE, STRAWBERRY,

PINEAPPLE AND GRAPE. ORANGE, THE BIGGEST SELLER, IS NOW AVAILABLE IN MOST OF THE

COUNTRY.

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diet coke

THE EXTENSION OF COCA-COLA NAME BEGAN IN 1982 WITH THE INTRODUCTION OF DIET COKE (ALSO

CALLED COCA-COLA LIGHT IN SOME COUNTRIES). DIET COKE QUICKLY BECAME THE NUMBER ONE

SELLING LOW-CALORIES SOFT DRINK.

limca

THIS IS THIRST-QUENCHING BEVERAGE FEATURES A FRESH AND LIGHT LEMON-LIME TASTE AND

LIGHTHEARTED ATTITUTE. THE LIMCA BRAND WAS INTRODUCED IN 1971 AND ACQUIRED BY THE COCA-

COLA COMPANY IN 1993.

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kinley water

THIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESH WATER WITH THE SATURATED

OXYGEN LEVEL.

sunfill

THIS IS THIRST-QUENCHING BEVERAGE FEATURES A FRESH AND LIGHT ORANGE TASTE AND

LIGHTHEARTED ATTITUDE.

vanila

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IT IS AN ICE CREAM IN TASTE.LAUNCHED IN 2004.

mmpo

IT IS THE ORAGE JUICE FLAVOUR. IT WAS LAUNCHED IN 2008. IN THIS YEAR IT REACHES ITS HIGHEST SALE.

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THE MOST PREFERRED BRAND OF COKE LIKE BY CUSTOMER

TYPE RESPONDENTS PERCENTAGE

THUMPSUP 42 65%LIMCA 07 10%COKE 11 17%

MAAZA 05 8%

DURING THE SURVEY I ASKED THE CUSTOMER ABOUT THE BRAND PREFERENCE AND I FOUND THAT

MAXIMUM NUMBER OF RETAILERS PREFER THUMPSUP

GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR HIGH DEMAND

FREQUENCY RESPONDENTS PERCENTAGEPRICE 33 35%TEST 20 21%

AVAILABILITY 25 26%PACKAGING 06 6%

OTHERS 11 12%

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Interviewing is an art and one learns it by experience. However, the following points may be kept in view by an interviewer for eliciting the desired information:

(1) Interviewer must plan in advance and should fully know the

problem under consideration. He must choose a suitable

time and place so that the interviewee may be at ease during

the interview period. For this purpose some knowledge of the

daily routine of the interviewee is essential.

(2) Interviewer’s approach must be friendly and informal. Initially

friendly greetings in accordance with the cultural pattern of

the interviewee should be exchanged and then the purpose

of the interview should be explained.

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(3) All possible effort should be made to establish proper rapport

with the interviewee; people are motivated to communicate

when the atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudying

respect and curiosity is the gateway to communication, and

hence must act accordingly during the interview. For all this,

the interviews must be intelligent and must be a man with

self-restraint and self discipline.

(5) To the extent possible there should be a free-flowing

interview and the questions must be well phrased in order to

have full cooperation of the interviewee. But the interviewer

must control the course of the interview in accordance with

the objective of the study.

(6) In case of big enquiries, where the task of collating

information is to be accomplished by several interviewers,

there should be an interview guide to be observed by all so

to ensure reasonable uniformity in respect of all salient

points in the study.

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SALESMEN

Conventional Route Salesmen carries ready stocks in vehicles and

sells it to retailers on his route. Characteristics of conventional

routes:

Salesman visits the outlets without a proper PJP

Has the responsibility of driving which includes following

traffic rules , finding place to place to park in congested

market places , sell the products

And collect cash & glass.

Communicates schemes and handles cash himself which

given him the opportunity to manipulates with discounts.

Salesman is un-educated, with his primary qualification being

a ‘driving license’.

Very low vehicles capacity utilization.

Company’s span of control till distributor

SKU’s loaded on truck is only an estimate leading to

shortage in brand/packs in the market.

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WHAT IS PRE-SELL?

Pre-sell A selling technology in which the selling process has

two distinct parts:

Generating order selling the order and delivering the pre-sold

order .It segregates the front-end and back-end process of

selling.

Works on a proper beat with a defined PJP.

A pre-seller focuses on taking orders in advance after

activating the outlet .Therefore eh has dedicated time for

effectively selling schemes and promotions and

Carrying out his executing an outlet responsibility.

Back-end activities like invoicing, delivering stocks, collecting

cash & glass are carried out by others.

Delivery vehicles are loaded as per the orders, leading to

very high capacity utilization & negligible shortage of

brand/pack to the retailer.

Company gets control over retailer.

Retailer is sure that he’s getting the complete discount.

Higher Distribution ROI.

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WHY PRE-SELL?

Improved execution

Reduced manpower through better utilization of MD

resources

Increased vehicle utilization (90%+)

Reduced costs

Improved BPPC Control-Focus on profitable packs and right

BPPC

.

PRE-REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a ‘must’.

2. EDS/outlet list by current route/salesman to be prepared with

RED outlets marked.

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PRINCIPLES

1. Pre-Seller can be a current ‘Route’ salesman or a

market developer.

2. All pre-sellers are hired by HCCB & paid through a 3rd

party.

3. Pre-seller will be responsible for:

RED outlets = Execution + Volume.

Non RED outlets =Volumes

4. Depending on the town/area/locality, pre-seller will be

allocated two/three beats each, with a frequency of

3x/2x per outlet.

5. Will cover 30 outlets in one beat using Beat Planning

Format

6. Pre-billed orders leave the depot/distributor go down.

7. Pre-sell to work on specific geography rather than

specific outlets.

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IMPLEMENTING PRE-SELL METHODOLOGYRE-ORGANIZING THE ROUTES

1. List all outlets. The listing will provide all the

necessary information.

2. Identify outlets that should be on Pre-sell beats &

form geographical clusters.

3. Convert these clusters into ”Pre-sell beats” ,

using the beat planning format

4. Prepare walking order Route Plan for Pre-sellers

for the beats assigned to him.

5. And Remember to ensure:

One Pre-sell beat should have 30-35

outlets.

Check available time through the beat

planning format.

ASSIGNING MANPOWER For Pre-sell we need the following:

1. Pre-Seller for generating the order and market

execution.

There will be only one cader called “PRE-

SSELLER” which is either salesman or MD

converted to this role .

2. Drivers (delivery salesman) & helpers for

supplying orders.

3. MD’s for executing RED outlets on conventional

routes.

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4. For DSD one person at depot to take orders from

Pre-sellers and billing.

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BUILDING BACK-END SUPPORT1. DELIEVERY PROCESS

1 cluster of 3-4 pre-sellers.

Volume & no. of outlets for every cluster

will be derived.

2. VEHICLES

Collect and analyses data related to

vehicles utilization over a period of 6-8

months after Pre-sell is launched.

Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS Training for MD, Pre-sellers must cover how

to take order, and suggestive selling after

executing the outlet.

Training for salesman Pre-sellers must

include how to execute an outlet before taking

orders through suggestive selling.

Training will be first organized for MD

converted Pre-seller’s. The Salesman

converted Pre-sellers will be trained later on.

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PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH

Communicating about Pre-sell in the RIGHT.

Do not encourage Pre-sellers to initiate talk

about Pre-sell with retailers because they not

be able to handle queries well.

STL’s/S.Trainers / ASM’s / ACDM MUST

accompany Pre-sellers during the launch.

This should be the way forward for at least

all important markets / retailers to reduce

chances of resistance from the trade.

Plan the phasing as per the number of STL’s

/ trainers you have.

MEASURING PRE-SELLER’S PERFORMANCEPerformance to be measured on following parameters:

RED scores of a pre-sellers, Pre-pre-sell &

Post-pre-sell.

This needs to be checked to ensure that in

course of pursuing volume targets; market

execution is not left out which is very

important key to our business.

Volume achievements & growths vs. targets.

Productivity.

No. of bills cut in a week vs. potential

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Formula-Actual bills cut per week/ (No. of

retailers X3)

CAUTION1. There might be cases where in some retailers

return stock due to various reasons :-

Does not have money.

Father gave the order but son present

at shop during delivery of stocks.

Estimated the order wrongly now wants

to change the stock.

But the world of caution is that please don’t

move back to conventional route

2. Make deliveries through clubbed orders and

do not allocate a vehicle for every MD. Even if

that is done in the beginning, swap the

salesman.

VISION The long term vision of Coca-Cola in

India is to provide exceptional strategic

lead to the Coca-Cola in India.

Through Coca-Cola system resulting in

consumer & customer preference and

loyalty through Coca-cola is

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commitment to them and in a highly

profitable Coca-Cola Corporate

branded beverage system.

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MISSION The mission of Coca-Cola in India is:

Increase in shareholder’s value over

time.

To achieve the above by working with

business partners to deliver

satisfaction and value to customers

through world wide system of superior

brand and services thus increasing the

brand equity.

To achieve the mission the company

seeks the contribution from each of

the given areas:-

1. People working in the company.

2. Commitment of the company.

3. Goals & objectives of the

company.

4. Environmental polices.

5. Internal control.

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COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation done for the company.

1. COBO (Company Owned & Operated Bottling Operation).

2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when Coca-Cola re-enters India market, done a lot of changes in existing system of soft drink market prevailing in India, by acquiring the major brands and the bottling operations from Parle. After this company founded some of its own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by purchasing other bottling operations, all around India and introduces new technology in them. These bottling plants are called Company Owned and Operation Bottling Operation. Company has full ownership and operational right for these types of operations. The other type of bottling operation for the company are called Franchise Owned and Operated Bottling Operation, to these, the company has given the right to produce the product for the company and to supply with the territory assigned by the company. Company has no ownership or operational right/ control over these.

In India Company have 26 COBO and 14 FOBO operations for the production and control of the whole operation in India. These are divided in to various zones that are given in the marketing mix section of this report.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras in India, second largest plant is Dasna, and the largest one is in Bangalore. Hathras plant has 3 RGB filling lines. The RGB line operating at mechanical efficiency of 90 % . Company doesn’t have the facility for filling Maaza (RGB and Tetra Pack) a Mango flavour drink of Coca-Cola, pet bottling, water plant.

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RESEARCH METHODOLOGY

TECHNIQUES FOR SALES PROMOTION

1) Product availability

2) 100% rich

3) Good relation

4) Warm display

5) Cold display

6) Proper singer

7) Rich at one time

8) Fulfill your commitment

1) Product availability

It means all the flavors of coca cola should be available at one

time. By which customer can able to give any flavors to the

consumer and can give the satisfaction.

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2) 100% rich - it means. Company top management always should

always worry about the quality of all the brands. If any

organization wants to service in the market and wants to better

image then quality play a very integral role so for sales

promotion quality should by 100% good.

3) Good relation – company’s executive, sales man should make

good relation from dealer, whole seller and retailer. There is

only 20% brand loyal person. Remaining 80% impulse selling is

going on. It means in India in cold drinks line which ever brand

consumer see first of all that brand will demanded by user. The

selling is high that particular brand. So i want to say that if. The

executive relations will goods from dealer, whole seller retailer.

Then he will arrange coke brands on front of shop by which

coke selling will improve.

4) Worm display

5) Cold display

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6) Proper shin age - proper shin age also play a key roll in more

selling.

7) Fulfill our commitment – if executive promise to the customer of

any type. Then executive shovel fulfill his promise, such as.

Executive say that to the retailer if you will sell 1000 carrot in

this month then i will give you a coke fridge. If retailer has sold

out 1000 carrot in the a month then executive should fulfill is

commitment. By this manner selling will also improve.

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USE OF RESEARCH METHODOLOGY

Without using research methodology to find new fact and

knowledge is not possible.

First of all question is arises what is research -

“Research as a scientific and systematic search for pertinent

information on a specific topic. In fact research is an art of

scientific investigation”

OBJECTIVE OF RESEARCH

The main aim of research is to final out the truth which is hidden

and which has not been discounted as yet. The purpose of

research is to discover answers to questions through the

application of scientific procedures of collecting the data.

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METHOD ADOPTING IN THE RESEARCH

PRIMARY METHOD

Adopted the personnel personal interview method in this method

we made a questioner with this questioner we used to go in the

market and see the customer one by one.

First of all we used to give the introduction with smile enthusiastic

and with proper eye contact and demand to give 2 or 3 minute to

fulfill his questioner and then after we started to put the questioner

at the retailer and completed the questioner.

(i) Questionnaire Method

(ii) Personal Interview

SECONDARY METHOD

This method is most appropriate method for collecting the data. By

this method researcher get the actual report

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TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem

3) Analyzing the Problem

4) Take Solution

5) Application the Problem

6) Solving the Problem

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what is the problem for

the company and when company wants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from

others and how many problem is considerable and solvable.

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TAKE SOLUTION

After analysing the problem I sow that 90% problem was general

and I found 20% problem personal and I was found 10% problem

as Genuine which is considerable and soluble. General solution

solve the journal problem remaining 10% problems solution we

found and then after we implement the solution.

APPLICATION OF SOLUTION

After founding the solution we apply the solution and satisfy the

customer & consumer.

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MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The

company have good market share app. 67% and remain 33%

market share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca

cola and pepsi was app. Same in the market but in this year

company adopted new strategy and provided good service and

provide more and more customer satisfaction company top

management have taken a good decision in this year. Decision

was that all the flavor’s rate should be decreased by which lower

level people can be taken the enjoy of coke and the company

provided a new flavor of 200 ml in the birth rupees of 5. This brand

have got good position in middle level and lower level family so by

the virtue of good strategy company have got good market share

app. 67% right now coke position is much more strong.

Comparison to Pepsi.

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Coke Pepsi

Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGE Pulpy orange Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

Kinley Water Kinley Water

(Kinley) Aquafina

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COMPETITIVE MARKET SHARE BETWEEN KO / PC

Cola

Pepsi = 45%

Coke = 35%

Thumps up = 20%

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Orange

Fanta = 75%

Mirinda = 25%

Cloudy Lemon

Limca = 80%

Lemon Miranda = 20%

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Clear Lemon

Sprit = 75%

7UP = 25%

Mango

Maaza = 80%

Slice = 20%

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Soda

Kinley = 50%

Lehar Evervess = 50%

Can

Coke = 40%

Pepsi = 60%

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PET

Coke = 60%

Pepsi = 40%

Kinley Water

Kinley = 80%

Aquafina = 20%

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Total Product

Coke = 63%

Pepsi = 37%

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SWOT Analysis

STRENGTH

Company product having a good brand name and trade mark.

So that there is no such problem for convenes the user.

Being a franchise company product trade mark. That’s why it’s

scope is worldwide.

Coca cola capturing near about 69% market in cold drinks line

remaining 31% captured by its main competitor Pepsi. The

reason behind that good supply and its all flavor like Thumsup,

Limca, Fanta, Maaza and Sprite also asked by the user in

Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over

the world. That’s why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing

mentioned M.R.P. and manufactured date.

Company having expert management so that company can

provides better goods & service for the ultimate user.

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WEAKNESS The main weakness of the company is that company is not in

position of provide all flavor’s to the customer daily or at a one

time.

Customer is not happy from company marketing policy. He

wants company will start special discount program or increase

maximum retail price.

Most of the retailer’s problem is that no. company person

comes at the shop for listening the problem.

Company top management not declare the scheme before one

or two days. That’s why scheme catalogue not prepared by the

lower level management. In this way retailers are not satisfy for

company policy.

Company management is not doing any thing for retailer. If

management is not provide any relief then he will increase

M.R.P.

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OPPORTUNITY Company can increase his product selling by increasing plant

capacity and manufacturing capacity.

Being a seasonal selling product provide all the flavor to the

customer in hot session very necessary. It is the opportunity for

the company.

By providing better goods & services company can increase his

market share.

In present now the competitors are very less so that company

can compromise its main competitor Pepsi and can take

maximum profit.

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THREAT

Company should do something for customer interest. Providing

beneficial scheme and good relation to customer other wise it’s

other competitor will develop and they will capture its market.

Cold Drinks selling is very much depend on customer or retailer

so that retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the

market. In the future the competitor can increase. So that

company should prepare some future plan for maintaining it’s

market share.

Some domestic competitor can develop in the market.

Company should prepare long term future plan for permanently

existing in Host Country.

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RECOMMENDATIONS

Company should prepare future plan for maintain selling in

market. Because company competitor can increase and can

capture the market.

Company should provide special benefit to the retailer. Other

wise his interest will go down from cold drinks.

Present time competition is not high in this line because it’s

competitor is only Pepsi. So that company can do compromise

with Pepsi and both can increase product’s M.R.P.

Company should appointed a special representative for

listening retailer’s problem and solve them. He can also find out

some shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that

his satisfaction needed.

Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and

Sprite should also good.

Defected goods should be returnable or changeable.

Good execution is a main factor in more selling good execution

improves selling.

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Sales executive & salesman relation and good behavior also

provide effective guidelines in increasing selling.

For more selling company person should fulfill his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which

will be visible that will salable.

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BIBLIOGRAPHY

Internet site www.cocacola.com www.pepsi co.com

Record of N.M. Soft drinks, Sat Nirnkari Colony, Delhi Record of luminous marketing. News items of English dailies, published from New Delhi.

The Times of India The Telegraph The Economic Times

Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries

American Library British Library

Consulted Books Research for marketing Decision by P. Green, D.S.

Tull, G. Albaum Marketing Management -Phillip Kotler.

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Questionnaire

NAME OF THE SHOP……………………………………………………….ADDRESS………………………………………………………………………TEL. NO. ………………………………………………………….

Q1)Which brand do you sell? PEPSI COCA COLA BOTH

Q2)Why are you not selling the Coca Cola or Pepsi product?Q3)How many brands are available in your shop in the RGB and PET Bottles?

(A)In RGB

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q4) Which company Visi Cooler are you having?

PEPSI COCA COLA BOTHQ5)Whether the purity of the refrigerator is maintained or not?

YES NOQ6)Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

Q7)Are you satisfied with the distribution network?

YES NO

Q8)Are you aware of the various schemes run by the coca cola?

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Q9) Which companyadvertisement and sales promotion activities are better?

PEPSI COCA COLA

Q10)Your daily sales?

1-2 CASE 3-5 CASES 6-10

CASES

More than 10 CASES

Q11)Do you think promotional activities can increase sales?

YES NO

Q12) According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q13)How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS…………………

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WORD OF THANKS

I pay sincere thanks to Coca Cola Company, which gave me the

chance to do my summer training in their reputed organization.

This is a matter of great respect on their side that they

supported us in every problem faced by us.

Hope that in future also we will get a support from their side

and I shall be given an opportunity to work under this brand name

and to be a part of this organization.

Thank You.

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Thank you very much for your kind

cooperation!!!!!!!

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