coca-cola summer intern report

Summer Internship Project ReportOn

ENHANCING “PRODUCT RANGE SELLING” OF PRODUCTS OF COCA COLA

ByAnkur Khandelwal

A0102211055MBA – M&S Class of 2013

Under the Supervision ofMrs. Shilpa SinghAssistant Professor

Department of International Business

In Partial Fulfillment of the Requirements for the Degree ofMaster of Business Administration – Marketing & Sales

At

AMITY BUSINESS SCHOOLAMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA2012

DECLARATION

Title of Project Report - Enhancing “Product Range Selling” of Coca Cola Products

………………………………………………………………………………………

I declare

(a)That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged

(b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date: …………… Ankur khandelwal A0102211055

MBA – M&S Class of 2013

CERTIFICATE

I Shilpa Singh hereby certify that Ankur Khandelwal student of Masters of Business Administration – M&S at Amity Business School, Amity

University Uttar Pradesh has completed the Project Report on ―Enhancing “Product Range Selling” of Coca Cola products, under my guidance.

Mrs. Shilpa SinghAssistant Professor

Department Of International Business

ACKNOWLEDGEMENT

Perseverance, inspiration and motivation have played a great role in the success of

any venture. It would be incomplete to submit this report without acknowledging

the people behind this endeavor and without whose support I wouldn’t have able

to achieve this. It gives me immense pleasure to express my gratitude to everyone

who shared with me their precious time and effort during the project.

First of all, I thank Hindustan Coca Cola Beverages Pvt. Ltd. (HCCBPL) for

granting me the permission to work with the esteem organization. I am also

thankful to:

Mr. Sachin Singh (Operation Excellence Manager) my industry guide, for his

patience and guidance, encouragement and for sharing his expertise in writing this

feasibility study.

Then to Mrs. Shilpa Singh my faculty guide for giving her valuable time and

precious knowledge for guidance of this project.

Then to Mr.Ashwani Gurang (Capability Manager) who assisted and taught us

how to make a feasibility study.

I thank to all my pre sellers and the market developers of the Hindustan Coca

Cola Beverages Pvt. Ltd. They guided and helped me in all possible ways they

could, at every stage of the report. I would also like to thank all the Executives,

distributors & staff of Hindustan Coca Cola Beverages Pvt. Ltd. Who provided us

all the relevant information and their kind support on the basis of which this

report and my summer intern ship has been prepared.

Finally I thank my college Amity Business School, NOIDA for having given me

this opportunity to put to practice, the theoretical knowledge that I imparted

from the program.

Ankur Khandelwal

Amity Business School

Noida – UP

TABLE OF CONTENTS

Chapter 1: Introduction 1.1 Hindustan Coca Cola Pvt. Ltd 1.2 Soft Drink Market in India1.3 Products of Coca Cola1.3 Significance of the Study

Chapter 2: Review of the Literature 2.1 Review of researchers2.2 Some important Literature Reviews

Chapter 3: Research Methods and Procedures 3.1 Purpose of the Study 3.2 Research Design 3.3 Research Questions 3.4 Data Collection3.5 Instruments used 3.6 Procedures 3.7 Limitations

Chapter 4: Data Analysis and Findings4.1 Review of Methodology 4.2 Results of Research Questions 4.3 Summary of the Findings

Chapter 5: Suggestions & Conclusions5.1 Suggestions5.2 conclusions

BibliographyAnnexure

ABSTRACT

The research study was conducted to learn the localization strategy of global

beverage company Coca Cola in terms of two of its marketing mix variables,

namely, the product portfolio on offer and the distribution process. In the process

detailed information was collected on products launched, sales and distribution

practices followed by the company, the working style of the retail outlets that

stocked and retailed Coca Cola products, and to a limited extent the psyche of the

consumers. In addition the study also uncovered initiatives taken up by the top

level management and the strategies they laid out to enhance the company’s

market share and sales turnover.

This research was conducted with the help of personal interview that tried to find

the satisfaction levels of the retailers regarding the support they enjoyed in terms

of the products and services offered by Hindustan Coca Cola company. In

addition retailers were also queried on what more they expected from the

company, and the response of consumers towards Coca Cola’s products.

This project is prepared to provide a comprehensive introduction to the study of

the “Product Range Selling” of Coca-Cola. A genuine attempt has made to

provide a very clear understanding of the range selling done by the company, the

various decision of the organization; the work done at the organization is well

balanced.

The concept “Product Range Selling” can be regarded as the number of items

billed at a retailer, where range signifies the variety of products and different-

different volumes of each product.

The concept consists of the parameter “SKU- Stock Keeping Unit” which is used

for measuring the Product Range billed at an outlet, where each variety and each

volume is counted as 1SKU.

The concept “Product Range Selling” is a sub-concept which comes under the

marketing strategy of the company – GREEN ( Grow By Excellent

Execution).The whole project is focused at selling wide range of company

products to the retail outlets .Selling of different varieties, flavors, sizes and

products of different brands owned by the company. Selling of unique SKU’s to

retailers to increase the sales volume is the main objective.

The process will help to leverage different brands of the company and increase

the awareness among the customers. This will help in giving the customers wide

range of options and alternatives. They will have good options to choose from.

The process will help to survive in the market as this segment is very lucrative

and has high growth potential. With the entrance of many players in the market

the segment is facing cut throat competition.

The main aim of the company is to sell more than 5SKU’s or 5 unique products to

the retail outlets. This is strategic growth plan of the company for the long term

growth and survival.

The organization has been seeing continuous decline in the Product Range selling

so at the time of giving this project the objective of the company was to visit each

retailer and find the root cause of the problem and removing those barriers.

Recommendations and suggestions are intended to be taken from the retailers and

have been worked out.

The project also intended towards benefit of retailers as by keeping more variety

and range of products, the sales volume will increase leading to enhanced profits

and better ROI. This is a win-win situation for the retail outlets and the company.

This research involved a study, which was descriptive in nature. It basically aims

at gathering the data about range of the products that has been billed in each

billing of each outlet. Retailers were contacted directly and personal interviews

were taken at the retailer counters.

CHAPTER 1

INTRODUCTION

1.1 Hindustan Coca Cola Beverages Pvt. Ltd:

Hindustan Coca-Cola Beverages Private Limited (HCCB) is the company owned

Bottling operation of The Coca-Cola Company in India. The Company is engaged

in production, manufacture, bottling, sale, distribution, and supply of non-

alcoholic ready to drink beverages including sparkling beverages, packaged

drinking water, and fruit based drinks under various trademarks across designated

territories pan India.

The company-owned Bottling arm of the Indian Operations- Hindustan Coca-

Cola Beverages Private Limited is responsible for the manufacture, sale and

distribution of beverages across the country. Coca-Cola was the leading soft drink

brand in India until 1977, when it left rather than reveals its formula to the

Government and reduces its equity stake as required under the Foreign Regulation

Act (FERA) which governed the operations of foreign companies in India. Coca-

Calare-entered the Indian market on 26th October 1993 after a gap of 16 years,

with its launch in Agra. An agreement with the Parle Group gave the Company

instant ownership of the top soft drink brands of the nation.

In the new liberalized and deregulated environment in1993, Coca-Cola made its

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

bottling armor the Coca-Cola Company. However, this was based

innumerous commitments and stipulations which the Company agreed to

implement (on the basis of the rules and regulations of the Indian government) in

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

Holdings would divest 49% of its shareholding in favor of resident shareholders

by June 2002.

1.2 Soft drink market in India:

MAJOR PARTICIPANTS IN SOFTDRINK INDUSTRY

The major participants involved in the production and distribution of soft drinks

are:

Concentrated 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. Lots of sale depends upon the strength of merchandizing done at the

point of sale.

THE GLOBAL SOFT DRINK MARKET AND INDIA’S POSITION

The global soft drinks market grew at a compound annual growth rate (CAGR) of

3.5% from 2005 to 2009 and was valued at $494.5 billion in 2009. New product

launches in the global soft drinks market increased by 8.59% in 2009. The US

was the top country by retail sales as well as by number of new product launches,

followed by Japan which ranked second in both categories. Globally, India ranked

25th in terms of retail sales and 13th in terms of the number of new product

launches in the soft drinks market in 2009.

India in 2012 is one of the most potential markets, with population of around 1.2

billion people. Population and potential market are two major reasons for major

multinational companies to enter in India. They feel that a huge population

coupled with low consumption and low budget (due to low economy) can only

lead to an increase in the soft drink market.

In spite of India’s huge population and the fact that around 47% of the population

is composed of persons below 30 years of age, the per-capita consumption of soft

drinks in India remains very low, at approximately at 5.2 liters against the world

average of nearly 85.2 liters.

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

and the climate of India, which is together, have contributed to a 30% growth in

the soft drinks industry till 2010. If the demand continues growing at the same

rate, within two years the volume could touch 2 billion cases.

All these factors are the reasons for the entry of two big manufacturers of the soft

drink industry to enter the Indian market. These two giants Pepsi and Coca-Cola,

themselves share 76% of the soft drink market share on the basis of records of

2009.Rest is shared by Cadbury’s Schweppes, Parle, RC Cola and other soft drink

brands.

In spite of India’s huge population and the fact that around 47% of the population

is composed of persons below 30 years of age, the per-capita consumption of soft

drinks in India remains very low, at approximately at 5.2 liters against the world

average of nearly 85.22 liters.

Coca-Cola remains the market leader in the carbonates category with a annual

sales figure growth of more than 69.2% in the Indian market, followed by Pepsi

with around 20.7% till the year 2012. In the bottled water category, Parle’s,

Bisleri and Kinley from Coca-Cola are the leading players. The packaged juices

market in India continues to be dominated by Maaza and Frooti, followed by

brands such as Slice, Tropicana and Real which have registered good growths in

their market shares in the past few years. Red Bull with its strong dominance of

the energy drinks’ category, which is the largest segment in the functional drinks

category, is the market leader in the functional drinks market.

1.3 Products of Coca Cola:

(I) COKE:-It is a carbonated drink. It is available in different volumes in

market like:

200 ml glass bottle

350 ml glass bottle

600 ml pet bottle

2 litre pet bottle

330ml can

1.25 liter

(ii) THUMS UP:-It’s a very strong carbonated cola flavored drink as compared to

others. It was bought from Parle Agro by Coca-Cola in 1992. It is available in

different volumes in market like:

200 ml glass bottle

300 ml glass bottle

600 ml pet bottle

2 litre pet bottle

330ml can

1.25 liter

(iii)FANTA:-It is an orange flavored carbonated soft-drink. In India Fantail

entered as a substitute for the then popular soft-drink Gold-Spot. When Coca-Cola

re-entered the Indian Marketing 1993, it bought Gold Spot from Parle and

withdrew it from the market in order to make space for Fantail. It is available in

different volumes in market.

200 ml glass bottle

300 ml glass bottle

600 ml pet bottle

2 litre pet bottle

1.25 liter

(iv)LIMCA:- Lima is a lime and lemon flavored carbonated soft-drink made

primarily in India. In 1992 Coca-cola bought local soft drinks brand from Parle

Agro including Lima. It is available in market in following packs of quantizes:

200 ml glass bottle

300 ml glass bottle

600 ml pet bottle

2 litre pet bottle

330ml can

1.25 liter

(iv) SPRITE:- It is a transparent drink of lime flavor caffeine free soft-drink. It is

packed in green colored bottle. It is available in market in following packing:

200 ml glass bottle

300 ml glass bottle

600 ml pet bottle

2 litre pet bottle

330 ml can

2 litre pet bottle

1.25 liter

330ml can

(v)MINUTE MAID:- It comes in the juice category. It comes in Pulpy Orange,

Mango, Nimbu Fresh and Apple flavors.

It is only available in PET bottle.

400ml PET bottle

1 Ltr. PET Bottle

(vi) MAAZA :- It is a Mango flavored drink.

200ml glass bottle

200ml tetra pack

600ml pet

1.2 Lt. pet

(viii) KINLEY SODA :-

It is colorless & available in market in 300 ml glass bottle and in 600ml PET

bottle in the market.

(ix) KINLEY WATER:-

It is mineral water available in following volumes in market:

500 ml pet bottle

1 lt. pet bottle

2 lt. pet bottle

1.4 Significance of the study:

The significance of the study was:

Finding and working on the problems that the company has been facing in

its distribution which has been leading to decline in the sale of the

company.

Learning market condition in which companies are surviving and facing

competition.

Knowing about the distribution pattern that the company has been

following.

Studying the complete chain how the final product reaches the end

customer.

What are the problems that the retail outlets of the company are facing and

how they can be resolved.

Knowing about the perception of the retailers about the company.

Study various factors which directly or indirectly influence the sale of the

company

Identifying the needs and wants of both the retailers and dealers and how

well are they are being managed by the company’s anxious authorities.

Find out various reasons which are creating stumbling block in market

expansion.

Identifying the wakefulness of the brand and the company’s products in

the market.

Finding out the gratification level of customers and problems faced while

doing business with Coke.

CHAPTER 2

REVIEW OF THE LITERATURE

LITERATURE REVIEW

REVIEWS OF RESEARCHERS:

In case study presented by Adam Brown of Coca-Cola, he stated, “…back in the

day you would have heard me say, our home page isn’t just coke.com, it’s

google.com … now… it’s google.com, technorati.com, facebook.com…”. He

also stated in his presentation that Coca-Cola’s strategy is to Review, Record,

Respond, and Redirect. (Brown, 2009)

Coca-Cola has done an amazing job at not only reaching out to the “new media

era” audience, but also the people who followed them in the past. Coca-Cola has

an official blog called Coca-Cola Conversations which is written and updated by a

man by the name of Phil Mooney, who has served as the historian/archivist for

Coca-Cola for the last 30 years. The blog contains a wide variety of topics,

ranging from our role in pop culture to brand history to Coke collectibles.

(Mooney,2009). It reaches out to a wide variety of audiences, and encourages

people to write back and give their input, something Coke probably couldn’t have

gotten this far without.

Part of the Action Plan for Harnessing the Power of the New Rules states that you

should define your organizations goals first, then based on the goals decide

whether or not you want to provide the content for free and without registration.

It is also stated that you should write for your audience using examples and

stories, and of course make it interesting. (Scott, 2007).

SOME OF THE IMPORTANT LITERATURE REVIEWS:

1) Consumer Preference: A study of factors responsible for brand preference

in FMCG sector”

The purpose of this paper is the study of factors responsible for brand

preference in FMCG products, increasing competition, more due to

globalization, is motivating many companies to base their strategies

almost entirely on building brands. Brand preference means to compare

the different brands and opt for the most preferred brand. This

brand preference is influenced by various factors. According to this study many

factors were find out for preferring a brand like Brand persona Brand constancy

Brand loftiness Brand value. In the identification of factors affecting the brand

preference, it was concluded that brand persona is the most effective factor that

affects the brand preference. This brand persona deals with the personality

aspects or the external attributes of brand, thus it can be said that

consumer prefer any brand by looking at the external attributes of a brand.

JOURNAL OF IMS VOL 5 NO.1,

JAN-JUNE 2008

2) Taste or health: A study on consumer acceptance of cola drinks

T h i s s t u d y e x a m i n e d t h e r e l a t i v e c o n t r i b u t i o n s o f t a s t e a n d

h e a l t h c o n s i d e r a t i o n s o n consumer liking and purchase intent of cola

drinks. Eight types of commercial cola drinks were evaluated by 305 adult

consumers who also completed a brief questionnaire on food habits. Data were

analyzed using factor analysis. Results revealed that purchase intent of cola drinks

was strongly related to degree of liking and to several key sensory attributes

including saltiness, drinks flavor and greasiness. These variables

emerged as the first factor in the analysis, suggesting that consumers

perceive these characteristics as being most important in their choice of cola

drinks. Factor 2 described a health dimension and w a s r e l a t e d t o

r e s p o n d e n t s ' a t t i t u d e s t o w a r d f a t i n t h e d i e t . F a c t o r 3

c o m p r i s e d t w o remaining sensory attributes (color and crunchiness),

which apparently were of minor importance to the respondents. These

data suggest that in spite of current concern about reducing dietary fat,

health remains secondary to taste in the selection of cola drinks for consumers in

this population.

SOURCE-BEVERLY J. TIPPER AND AMY C. TRAIL

JOURNAL OF FOOD SCIENCE ANDTECHNOLOGY,

15 SEPTEMBER 1998

.

3) Paired preference tests using placebo pairs and different responses options

for Cola drinks and juices.

ABSTRACT Preference tests were performed for varieties of cola drinks, orange

juices and using three response protocols: the traditional paired preference test

with the "no preference" option, a 9-point hedonic scale and a 6-point hybrid

hedonic/purchase intent scale. The different stimuli to be assessed were presented

in pairs, but putatively identical stimuli were also presented as a "placebo"

pair. Performance on the placebo pair with identical

stimuli p r o v i d e d a m e a s u r e o f t h e h i d d e n d e m a n d c h a r a c t e r i s t i c

s o f t h e t e s t p r o t o c o l . T h e presentation of the different pairs provided a

measure of preference of the consumers and final users accompanied by such

h i d d e n d e m a n d e f f e c t s . C o m p a r i s o n b e t w e e n t h e t w o a l l o w e d a

b e t t e r m e a s u r e o f preference per se. The order of presentation of the

identical and different pairs did show occasional slight evidence of contrast

effects. For the placebo "identical" pairs, a majority of consumers reported

false preferences. Yet, the effects tended to be slight. The 6-point

hedonic/purchase intent scale exhibited the fewest false preferences in the

placebo condition, and this was because of its fewer categories rather than

any cognitive strategy change elicited by its different labels.

SOURCE- DAVIS WOMAN’S

JOURNAL OF FOOD SCIENCE AND TECHNOLOGY,

JULY 31, 2007

CONCLUSION:

Coca Cola being a big brand name in the beverage industry has been continuously

growing its business in the whole world. The company is really innovative and

customer oriented and is very well known for its reputation amongst the people.

The new products launched by the company like series of Minute maid are

brought seeming the demand and culture of the people in India so this shows that

the company is even culture oriented.

It has been highly preferred by the customer due to its taste and quality it offers in

the products. Thus it covers the major market of the country, India. The variety of

choices available almost covers all the taste that public usually demand. Coca

Cola has been always upgrading its product portfolio as per the changes in the

beverage industry and is always giving tuff competition to the major players like

PepsiCo, Parle, etc.

Not only this, Coca Cola has been doing up to date promotion and every possible

action to reach customer’s heart. They have entered facebook, google, twitter, and

many other social networking site to become friendly to the users and know about

their preference for the soft drinks.

CHAPTER 3

RESEARCH METHODOS AND PROCEDURES

3.1: Purpose of the Research:

RESEARCH OBJECTIVES:

To gain an insight about the perception of the retailers about the company.

To study various factors which directly or indirectly influence the sale of

the company

To identify the needs and wants of both the retailers and dealers and how

well are they being managed by the company’s higher authorities.

To find out various reasons which are creating stumbling block in market

expansion of company’s products

To identify the wakefulness of the brand and the company’s products in

the market.

To find out the gratification level of retailers and problems faced while

doing business with Coke.

3.2 Type of research: Exploratory and descriptive Research

The research design adopted is the multi-cross sectional design as my research

study involved the study of more than two respondents and information through

questionnaire has been collected from each sample only once. Even a part of

causal research will also be employed to find out the cause and effect of the

increase in the SKU billings on the retailer’s sales and company’s product range.

3.3 Method of data collection

There are two types of data collection method – Primary data and Secondary

data.

1. Primary Data:

This data is original in nature and is generated from results of personal interviews

with the retailers.

General observation method -The retailers were observed to have an

insight about the mindset and preference for a particular brand.

Personal interaction method -I made interactions with some retailers during

market survey, who want to give some extra information other than

questionnaire and who were busy and not ready to fill the questionnaire.

This was conducted without the help of any questionnaire. The objective

was to draw a general understanding about their problems, performance of

the distributer, their preferences and other useful information. This

technique helped to clear doubts arising due to observation method.

2. Secondary Data:

Some data was acquired from existing sources of information which were

accessed due to availability of various other forms of information and data. These

data served as the secondary data to me. Sources for these data are the company’s

websites, journals, publications and articles from industry experts/professionals,

previous market reports and some details about how they follow GREEN norms

which were provided by the company.

3.4 Data collection

This research involved a study, which was descriptive in nature. It basically aims

at gathering the data about the type of outlet, size of its purchase, 5SKU billings,

etc each outlet. I have contacted to retailers directly and taken the personal

interviews at the retailer counters. This has allowed me greater flexibility in

capturing the insights of the retailers.

Sample design

Sampling unit: - The retailer of grocery shop, general store, eats and drinking

stores was selected.

Sample Size:- The sample size taken is of 100 respondents for this study.

Sampling technique:-Normal Convenience and judgmental sampling technique

was followed.

Sampling method:- Data were collected from the personal interviews with the

retailers.

3.5 Instruments Used:-

Questionnaire :

Likert scale

Structured and un structure questions.

Analysis ( SPSS and MS EXCEL)

Frequency Distribution

Cross tabs

Case Summary

Distribution Graphs

Distribution tables

3.6 Procedures:-

The following procedure was followed for the purpose of research:

1) Research title was decided and parameters to be measure were set.(idea

generation)

2) The basic frame work for the activities to be done was made.(planning)

3) The project activities were then equally divided into the members of the

group, i.e. every body was assigned different markets of NOIDA and

GHAZIABAD. (Staffing)

4) Questionnaire was made on the basis of the parameters given by the

company.

5) Each member was allotted a market and a pre seller where he has to

collect the information by personally interviewing the retailer and then

getting the questionnaire filled by the retailer. (data collection)

6) The data which was collected was feeded in the excel sheet on the daily

basis. ( Data feeding)

The process continued till whole week…….

Every week a new market was given and research was done.

7) The final data of the whole research was then coded and entered into the

SPSS and analysis was done.

8) Results were drawn and on the basis of them interpretations were made.

3.7 Limitations:-

Though this study was taken up with sincere efforts to accomplish the objectives,

there were certain factors which created hurdles in accomplishing the work.

These factors are:-

1. Some retailers were having very non-cooperative behavior at the time of data

collection from them

2. The research was depending on the information provided by the respondents

(retailers).It may be insufficient.

3. The time frame for this research is short to cover the whole market of NOIDA

and GHAZIABAD.

4. Limited knowledge of the addresses of outlets.

5. Due to the financial and time constraints the study wasn’t able to include more retailers.

6. To convince the retailer for a proper interviewing process was also difficult.

7. Retailers some time give wrong data.

8. The reluctance on the part of the retailers was also major setback.

9. The analysis of project was based on observations and interpretation on the basis of sample survey.

10. A busy schedule of dealers/retailers had made my collation of information very difficult.

CHAPTER 6

DATA ANALYSIS AND FINDINGS

6.3 DETAILED ANALYSIS:

1) Number of Outlets Visited Frequency:-

The research was based on pre seller’s (Market developer) permanent journey

plan on the basis of which he places orders and makes bill. This is the targeted

destination where he has to visit and take orders.

outlet visited

Frequency Percent Valid Percent Cumulative

Percent

Valid

no 174 14.0 14.0 14.0

yes 1067 86.0 86.0 100.0

Total 1241 100.0 100.0

INTERPRETATION:

14% were the outlets which were not visited but still orders were placed on their names which means that there has been illegal plotting of orders

2) 5SKU Billing Frequencies:- ( Stock Keeping Unit)On the basis of the range in the bill has been measured. Company has set the criteria to at least place 5SKU in a bill at the outlets.

5SKU BILLED


Percent

Valid

NO 520 41.9 41.9 41.9

YES 721 58.1 58.1 100.0

Total 1241 100.0 100.0

INTERPRETATION:There were still 42% of the outlets where 5SKU were not billed reasons were knotted down for NON billing. So this will act as a new target for the company to work on next time.

3) Reasons of Non- 5SKU billings Frequencies

REASONS FOR NON 5SKU BILLING

Frequency Percent Valid Percent Cumula

tive

Percent

Valid

5sku billed 727 58.6 58.6 58.6

TEMPORARY CLOSE 107 8.6 8.6 67.2

PERMANENTLY CLOSE 97 7.8 7.8 75.0

NO COOLER 7 .6 .6 75.6

COOLER NOT WORKING 12 1.0 1.0 76.6

OWNER NOT MET 17 1.4 1.4 77.9

STOCK FULL 142 11.4 11.4 89.4

STOCK OUT 51 4.1 4.1 93.5

LOW BUDGET 2 .2 .2 93.6

NOT IN BEAT PLAN 38 3.1 3.1 96.7

OTHERS 41 3.3 3.3 100.0

Total 1241 100.0 100.0

INTERPRETATION:

1) Amongst those outlets where 5SKU was not billed the major reasons were

they were temporarily closed, they were having full stock and there was

stock out of products that were asked to order.

2) Even there were many outlets which are permanently closed but were still

displayed in the permanent journey plans of pre sellers.

4) TYPE OF DRINKS RETAILER IS SELLING FREQUENCY:

what kind of drink are you selling?


Percent

Valid

cold drink 85 36.2 36.2 36.2

all 150 63.8 63.8 100.0

Total 235 100.0 100.0

INTERPRETATION:36% of the retailers only sell carbonated drinks while 64% of the retailers are

those who sell all type of drinks which means demand for juices is also good in

the market.

5) FREQUENCIES OF THE BRANDS THAT RETAILERS KEEP IN STOCK; PEPSICO, DABUR, PARLE AND OTHERS BRAND ALONG WITH THE COCA COCA PRODUCTS.

FREQUENCY TABLE

pepsi co


Percent

Valid

no 90 38.3 38.3 38.3

yes 145 61.7 61.7 100.0

Total 235 100.0 100.0

parle


Percent

Valid

no 100 42.6 42.6 42.6

yes 135 57.4 57.4 100.0

Total 235 100.0 100.0

dabur


Percent

Valid

no 170 72.3 72.3 72.3

yes 65 27.7 27.7 100.0

Total 235 100.0 100.0

Other


Percent

Valid

no 155 66.0 66.0 66.0

yes 80 34.0 34.0 100.0

Total 235 100.0 100.0

Bar Chart

INTERPRETATION:

The analysis shows that amongst retail outlet dealers of Coca cola, 61% of the

dealers also keeps pepsico products, 60% also keeps parle product, 27% keeps

dabur products and 34% keeps other brands too which is giving big competition

to the company and even more choices to the consumers this is leading to flow in

the bucket of the Coca Cola Sales.

6) Frequency of factors that affects customer preference while

buying:

What attracts customers while buying the Coca Cola products?


Percent

Valid

packaging 45 19.1 19.1 19.1

pricing 40 17.0 17.0 36.2

taste 60 25.5 25.5 61.7

display 80 34.0 34.0 95.7

any other 10 4.3 4.3 100.0

Total 235 100.0 100.0

INTERPRETATION:

Analysis shows that display of the product is the most important feature that

makes customer’s preference for purchase then followed by taste, packaging and

then pricing and least by others.

7) Frequency of the way retailers purchase the stock:

How do you purchase the stock of coca cola products?


Percent

Valid

Through pre sellers (by order) 110 46.8 46.8 46.8

Through RSU 52 22.1 22.1 68.9

Through Fat Dealers 43 18.3 18.3 87.2

Through pre sellers and fat

dealers30 12.8 12.8 100.0

Total 235 100.0 100.0

INTERPRETATION:46% of the retailers purchase the stock from the company process i.e. through pre sellers. Rest all the purchase made is illegal according to the company. This is very big reason for uncounted sale of the company and illegal plotting of the stocks and orders in the market by the pre sellers.

8) Frequency of the most frequent buyer:

Who are the most frequent buyers of coca products?


Percent

Valid

Less than 15 years 69 29.4 29.4 29.4

15 – 45 years 154 65.5 65.5 94.9

Above 45 years 12 5.1 5.1 100.0

Total 235 100.0 100.0

INTERPRETATION:-

The maximum number of purchase is made by the adults then followed by

children and old agers. This shows that company can focus on the priority basis

this is even one of the important reason for thumbs up being on top of most

selling products.

9) Frequency of retailers view about the various services offered:

Frequency Table

opinion about supply service


Percent

Valid

excellent 20 8.5 8.5 8.5

Very good 40 17.0 17.0 25.5

good 75 31.9 31.9 57.4

average 60 25.5 25.5 83.0

poor 40 17.0 17.0 100.0

Total 235 100.0 100.0

opinion about variety of products


Percent

Valid

excellent 230 97.9 97.9 97.9

Very good 5 2.1 2.1 100.0

Total 235 100.0 100.0

opinion about advertisement


Percent

Valid

excellent 135 57.4 57.4 57.4

Very good 90 38.3 38.3 95.7

good 5 2.1 2.1 97.9

average 5 2.1 2.1 100.0

Total 235 100.0 100.0

opinion about After sale support service


Percent

Valid

Very good 25 10.6 10.6 10.6

good 70 29.8 29.8 40.4

average 70 29.8 29.8 70.2

poor 70 29.8 29.8 100.0

Total 235 100.0 100.0

opinion about orders rotation service


Percent

Valid

excellent 15 6.4 6.4 6.4

Very good 20 8.5 8.5 14.9

good 100 42.6 42.6 57.4

average 70 29.8 29.8 87.2

poor 30 12.8 12.8 100.0

Total 235 100.0 100.0

opinion about sales man behaviour


Percent

Valid

excellent 25 10.6 10.6 10.6

Very good 100 42.6 42.6 53.2

good 55 23.4 23.4 76.6

average 30 12.8 12.8 89.4

poor 25 10.6 10.6 100.0

Total 235 100.0 100.0

opinion about complain handling service


Percent

Valid

excellent 15 6.4 6.4 6.4

Very good 25 10.6 10.6 17.0

good 55 23.4 23.4 40.4

average 105 44.7 44.7 85.1

poor 35 14.9 14.9 100.0

Total 235 100.0 100.0

opinion about cooler service


Percent

Valid

excellent 50 21.3 21.3 21.3

Very good 75 31.9 31.9 53.2

good 25 10.6 10.6 63.8

average 25 10.6 10.6 74.5

poor 60 25.5 25.5 100.0

Total 235 100.0 100.0

opinion about schemes offered


Percent

Valid

excellent 15 6.4 6.4 6.4

Very good 55 23.4 23.4 29.8

good 70 29.8 29.8 59.6

average 80 34.0 34.0 93.6

poor 15 6.4 6.4 100.0

Total 235 100.0 100.0

opinion about prices of products


Percent

Valid

excellent 5 2.1 2.1 2.1

Very good 65 27.7 27.7 29.8

good 110 46.8 46.8 76.6

average 20 8.5 8.5 85.1

poor 35 14.9 14.9 100.0

Total 235 100.0 100.0

opinion about packaging


Percent

Valid

excellent 130 55.3 55.3 55.3

Very good 90 38.3 38.3 93.6

good 15 6.4 6.4 100.0

Total 235 100.0 100.0

Bar Chart

INTERPRETATION:-

1) Supply: Retailers are not much satisfied with the supply services of the

company. 31% of the retailers gave their opinion as average.

2) Advertising: Retailers were very much satisfied.

3) After Sale Service: According to retailers it was just ok not too good not

too bad.

4) Order Rotation Service: According to retailers it was good.

5) Opinion about Sales Man Behavior: Retailers were very much satisfied

with the sales man. But this can be biased too as the sales man was always

there while getting the questionnaire filled.

6) Complain Handling Service: Unsatisfactory / Average

7) Cooler Service: Some retailers were highly satisfied but some were very

much unsatisfied.

8) Schemes Offered: It was good. Can be biased because retailers always

want high profit margins.

9) Prices of products: It was good.

10) Packaging: Retailers were very much satisfied.

10) Frequency of the various parameters on which retailers’ performances

are measured:

Frequency Table

Purity


Percent

Valid

Excellent 27 19.1 19.1 19.1

Very good 24 17.0 17.0 36.2

Good 42 29.8 29.8 66.0

Average 15 10.6 10.6 76.6

Poor 33 23.4 23.4 100.0

Total 141 100.0 100.0

Supply


Percent

Valid

Excellent 18 12.8 12.8 12.8

Very good 51 36.2 36.2 48.9

Good 36 25.5 25.5 74.5

Average 15 10.6 10.6 85.1

Poor 21 14.9 14.9 100.0

Total 141 100.0 100.0

Stock availability


Percent

Valid

excellent 36 25.5 25.5 25.5

Very good 24 17.0 17.0 42.6

good 33 23.4 23.4 66.0

average 12 8.5 8.5 74.5

poor 36 25.5 25.5 100.0

Total 141 100.0 100.0

Cooler availability


Percent

Valid

excellent 36 25.5 25.5 25.5

Very good 24 17.0 17.0 42.6

good 18 12.8 12.8 55.3

average 18 12.8 12.8 68.1

poor 45 31.9 31.9 100.0

Total 141 100.0 100.0

Demand


Percent

Valid

excellent 54 38.3 38.3 38.3

Very good 36 25.5 25.5 63.8

good 9 6.4 6.4 70.2

average 15 10.6 10.6 80.9

poor 27 19.1 19.1 100.0

Total 141 100.0 100.0

Display


Percent

Valid

excellent 45 31.9 31.9 31.9

Very good 9 6.4 6.4 38.3

good 21 14.9 14.9 53.2

average 24 17.0 17.0 70.2

poor 42 29.8 29.8 100.0

Total 141 100.0 100.0

Purchasing power


Percent

Valid

excellent 60 42.6 42.6 42.6

Very good 36 25.5 25.5 68.1

good 9 6.4 6.4 74.5

average 3 2.1 2.1 76.6

poor 33 23.4 23.4 100.0

Total 141 100.0 100.0

Cooling


Percent

Valid

excellent 39 27.7 27.7 27.7

Very good 24 17.0 17.0 44.7

good 18 12.8 12.8 57.4

average 6 4.3 4.3 61.7

poor 54 38.3 38.3 100.0

Total 141 100.0 100.0

Sales


Percent

Valid

excellent 51 36.2 36.2 36.2

Very good 27 19.1 19.1 55.3

Good 15 10.6 10.6 66.0

Average 12 8.5 8.5 74.5

Poor 36 25.5 25.5 100.0

Total 141 100.0 100.0

Ordering cycle


Percent

Valid

excellent 42 29.8 29.8 29.8

Very good 15 10.6 10.6 40.4

Good 33 23.4 23.4 63.8

Average 15 10.6 10.6 74.5

Poor 36 25.5 25.5 100.0

Total 141 100.0 100.0

Loyalty


Percent

Valid

excellent 48 34.0 34.0 34.0

Very good 15 10.6 10.6 44.7

Good 27 19.1 19.1 63.8

Average 21 14.9 14.9 78.7

Poor 30 21.3 21.3 100.0

Total 141 100.0 100.0

Location


Percent

Valid

excellent 84 59.6 59.6 59.6

Very good 24 17.0 17.0 76.6

good 21 14.9 14.9 91.5

average 12 8.5 8.5 100.0

Total 141 100.0 100.0

Attitude


Percent

Valid

excellent 24 17.0 17.0 17.0

Very good 18 12.8 12.8 29.8

good 45 31.9 31.9 61.7

average 27 19.1 19.1 80.9

poor 27 19.1 19.1 100.0

Total 141 100.0 100.0

Pie Charts of the above mentioned tables:

INTERPRETATION:-

1) Purity: Purity was good not too bad not too good.

2) Supply: It was good.

3) Stock availability: a variety of retailers were there this was dependent of

the purchasing power of the retailer some were good, some were excellent

and even some were very poor.

4) Cooler Availability: It was very poor. Lots many retailers with good

locations doesn’t have coolers.

5) Demand: Demand for coca cola products was excellent.

6) Display: both varieties of responses poor and excellent.

7) Purchasing Power: Most of the retailers of Coca Cola are having excellent

purchasing power.

8) Cooling: Poor cooling due to non working and damaged coolers.

9) Ordering cycle: Retailers were having very good ordering cycle, but as an

exception that RSU purchase is not done.

10) Sales: Maximum retailers are having high volume sales.(Excellent)

11) Loyalty: Retailers of Coca Cola are very much loyal to the company.

12) Location: Location of the most 60% of the retailers is excellent.

13) Attitude: 32% of the retailers were having good attitude and most of the

remaining were having average and poor attitude towards company.

CHAPTER 7

SUGGESTIONS AND CONCLUSIONS

7.1: SUGGESTIONS

The company should measure retailers’ satisfaction regularly.

Company can increase the sales if it will concentrate more on

retailers, their suggestions or complaints about service and product so that

necessary actions can be taken.

Company should take actions to stop RSU (Ready Stock Unit) purchase

by the retailers.

Company should have a complain number for retailers where they can

register their complains. This will increase transparency between company

and its retailers.

More knowledge about the company strategies should be given to the pre

sellers so that they can work on it in better way.

Company should take actions for improving the supply chains amongst the

reasons for non 5SKU billing reasons “stock out” is also a major reason.

Review meeting should be often held so that the working pattern of the

sales people can be checked and improved if needed.

Company pre sellers should take orders by visiting retailers and should

make a long-term liaison with retailers so that they can push the product.

Pre sellers’ loyalty check should be done on monthly basis so that they

have the fear to visit the maximum number of retailers and can not be able

to plot orders in unauthorized manner.

Since brand value of Coke & expectation of retailers from this brand is

high, as the brand image shows their qualities supervene so the company

should also take feedback time to time. By this they can maintain their

brand loyalty in their customers.

Distributers should be convinced to pass the incentives to the retailers so

that they are motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making

high sales volume.

Cash discount should be given & it should be competitive and luring.

Try to maintain the good image of the monopoly outlets in market by

developing the image of the outlets i.e. by providing extra discounts, by

glow boards, signboards, and point of sale material (P.O.S.M) and by

providing good quality services. By this the monopoly of the retailer will

continue and it will promote other retailers to adopt Coke monopoly.

Company should also concentrate on small outlets so that there sales can

increase.

Company representatives should search new areas for increase in sales.

In winter Season company should give more discount & schemes to the

retailers so they sell more our product.

Company must make aggressive & new strategies to fight with major

competitors and local cold drinks brands.

The company should work on retailers’ complaints regarding to the Visi

cooler.

Company should give proper schemes to the outlet and must watch that

retailers are been given the same scheme which company has declared.

The refrigerator purity should be given the priority.

Overall services should be improved for getting more sales and to

continue to be the market leader.

Company should take the problem of “cut off rates seriously”.

Coca-Cola should be written on florescent boards displaying location and

distances on road.

Illegal distribution done by some distributors should be minimized.

7.2: CONCLUSION

Everything in this world is made to utilize properly but it should be reach at the

proper person or to the proper utilized areas. Otherwise the value added to those

things became in vein. As there is a proverb:-

“Far from eye, far from heart”

Thus marketing plays very important role in achieving the objectives of the

company. Undoubtedly, value utility is created by the manufacture of product or

service but time and place utilities are created by marketing role.

According to Ducker, “Both the market and the distribution channels are often

more crucial than the product”. They are primary, the product is secondary.

In an economy like that of India, where marginal shortages

can lead to disproportion, distortion in prices, dependable and efficient

distribution system is very much essential. The distribution system creates value

added to all most all products. All from the above study not withstanding its

restricting efforts Pepsi is still far away with its great competitor like Coca Cola.

The only source of revenue with the companies is the sales its only sales which

shows the growth of the organization so they should always make new creative

and innovative strategies for better sales.

Market conditions are truly different from what we have studies in books so in

order to survive in such kind of competitions company should focus more on its

distribution system because it is a saying in the market that “ jo dikhta hai wahi

bikta hai”- So proper and timely availability of the product is very necessary for

its sale.

BIBLIOGRAPHY:

REFRENCES:

BOOKS: AUTHOR:

MARKETING RESEARCH NARESH MALHOTRA

MARKETING MANAGEMENT PHILIP KOTLER

RESEARCH METHEDOLOGY C.R.KOTHARI

Websites:

www.quickmba.com

www.indiacom.com

www.yellowpages.com

www.coca-colaindia.com

http://www.quickmba.com/

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

http://www.yellowpages.com/

http://www.indiacom.com/

ANNEXURE 1

QUESTIONAIRE FOR RETAILERS

The objective of this survey is to Study the reasons of low green score with special reference to preference of stock keeping units (SKU) in Coca Cola products by retailers in Ghaziabad city.

We request you to attempt all the questions so as to help us arrive at authentic results. The data collected herein will be purely used for academic purpose. Your cooperation will be highly appreciated.

Amity University, Noida

QUESTIONNAIRE

P l e a s e e x p r e s s y o u r f r a n k o p i n i o n o n a l l t h e f o l l o w i n g q u e s t i o n s c o n c e r n i n g y o u r preference of brand in cold drinks by checking the most appropriate alternative(s) and others as well

1. What kind of drink are you selling?

Cold drink

Juice

All

2. What brand of drinks you stock at your outlet?

Coca Cola

PepsiCo

Parle

Dabur

Any other ______________

3. How long you have been selling coke in your outlet?

Since last 1 month

Since last 1 year

Since last 2 years

Since last 3 years

Over 3 years

4. What attracts customers while buying the Coca Cola products?

Packaging

Pricing

Taste

Display

Any other____________

5. How do you purchase the stock of coca cola products.

Through pre sellers (by order)

Through RSU

Through Fat Dealers

Through pre sellers and fat dealers

6. Who are the frequent buyers?

Children

Adults

Any other ____________

6. What is your opinion about the Following services offered by Coca Cola to its retailers on the following factors?

(Please mark :: 1=Excellent, 2=Very Good, 3=Good, 4=Average and 5=Poor for each feature.)

Features Excellent(1)

Very Good(2)

Good(3)

Average(4)

Poor(5)

SupplyVariety of productsAdvertisementAfter sale supportOrders rotationSales man behaviorComplain handlingCooler serviceSchemes offeredRatesPackaging

7. Your suggestion about how to increase to increase sales of coke?

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________

P l e a s e f i l l t h e f o l l o w i n g i n f o r m a t i o n a l d e t a i l s .

1. NAME : ______________________________________

2. GENDER : ______________________________________

3. AGE (Please Tick): Under 20 Between 20-29 Between 30-39 Between 40-49 Between 50-60 Over 60

4. Annual income (Please Tick) :

Under 1,50,000 Between 1,50,000- 2,50,000 Over 2,50,000

-: Thanks for your participation:-

6.2 OTHER FINDINGS:

Official Use

Measuring Performance

1). Parameters for measurement:-

Features Excellent(1)

Very Good(2)

Good(3)

Average(4)

Poor(5)

PuritySupplyStock availabilityCooler availabilityDemandDisplayPurchasing powerCoolingSalesLocationLoyaltyAttitude

Ordering cycle

2). Products Available:-

Products\volume RGB200ml

RGB

300ml

Tetra Pack200m

l

Express350ml

Pet500ml

Pet600ml

1.25L 2.0 L 2.25L 300mlCAN

Thumps up - -Coke -

Fantail -Sprite -Lima -Diet Coke -Maze -Maze milky delight - -M M pulpy orange - -M M Nimbu Fresh -Kinley water -Kinley Soda - -

3). Problems at Pre Seller’s end.

_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

ANNEXURE 2

coca-cola summer intern report

Documents

products of coca cola

business administration

college amity business

summer internship report

hindustan coca cola

study chapter

feasibility study

noida forhaving