By:- Mr.Abhishek By:- Mr.Abhishek MondalMondal

Project title:Project title: Availability Check & Availability Check & Activation of At Work Activation of At Work

channelchannel

HISTORY –how it startedHISTORY –how it started

Dr.John Stith Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. It was May 8 of 1886 when the pharmacist concocted a caramel-coloured syrup in a three-legged brass kettle in his backyard.

HISTORY –how it startedHISTORY –how it started• He first "distributed" the new product by carrying

Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing."

• John Pemberton’s partner and bookkeeper, Frank M. Robinson, suggested the name and penned "Coca-Cola" in the unique flowing script that is famous worldwide today. Mr. Robinson thought "the two Cs would look well in advertising." In 1886, sales of Coca-Cola averaged nine drinks per day.

About Coca Cola CompanyAbout Coca Cola Company • The Coca-Cola Company is a global company with

some of the world's most widely recognized brands. The company exists to benefit and refresh everyone it touches.

• Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world. .

• Companies corporate headquarters are in Atlanta, with local operations in over 200 countries around the world with over 400 beverage brands. Coca-cola captures approximately 44% of the global market.

Coca - Cola IndiaCoca - Cola India • Coca-Cola India (CCI) .The country’s largest

Carbonated Soft Drinks producer refreshes millions of consumers through the exciting range of beverages through a network of more than one million outlets.

• The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors .

• The company’s product range and marketing reflect Indian tastes and lifestyles and company is deeply involved in the life of the local communities in the country.

Coca - Cola IndiaCoca - Cola India

• The business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through their vast procurement, supply and distribution system.

• The vast Indian operations comprises,25 wholly-owned- company-owned bottling operations, 24 franchisee-owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the Company.

Coca - Cola IndiaCoca - Cola India• On the distribution front, 10-tonne trucks, open-

bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep their brands available in every nook and corner of even the country’s remotest areas.

• These are only some of the facts that speak about their commitment to the growth of the Indian Economy.

COKE Trademarks The COKE Trademarks The Worlds Most Valuable Worlds Most Valuable

AssetsAssets• its most valuable assets happen to be the

trademarks they possess. For Coca-Cola, the most drunk soft drink on earth is one of the world s best-known and most admired trademarks, recognized by more than 90 percent of the world s population.

• the Coca-Cola trademarks happen not only to be its most valuable assets but of the entire earth.

Coca-Cola Advertisements Its Coca-Cola Advertisements Its The Real ThingThe Real Thing

• Throughout the years, slogans for Coca-Cola have always been memorable. Here are some highlights: 2000 - Coca-Cola Enjoy1993 - Always Coca-Cola 1990 - Can t Beat the Real Thing1989 - Can t Beat the Feeling1986 - Red, White and You 1982 - Coke Is It1976 - Coke Adds Life 1971 - I d Like to Buy the World a Coke1969 - It s the Real Thing1963 - Things Go Better with Coke1959- Be Really Refreshed1944- Global High Sign1942- It s the Real Thing1936- It s the Refreshing Thing To Do1929 - The Pause That Refreshes

PRODUCTSPRODUCTS

Glass 200ml,300ml

PET 500+100ml,1.5L,2L,2.25L

Can 330ml

Fountain Various Sizes

Glass 200ml,250ml

PET 100ml

Tetrapack 125ml,200ml

Fountain Various Sizes

Thums Up is a leading carbonated soft drink and most trusted brand in  India. Originally introduced in 1977, Thums Up was acquired by The  Coca-Cola Company in 1993.

 Thums Up is known for its strong, fizzy taste and its confident, mature  and uniquely masculine attitude. This brand clearly seeks to separate  the men from the boys.

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.

Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

Lime n' lemoni Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades

The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavour soft drink in the country.

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam".

The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent

Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries.

In India, Sprite was launched in year 1999 & todayit has grown to be one of the fastest growingsoft drinks, leading the Clear lime category.

In the company's journey towards the vision 'leading the beverage revolution in India', now even Garam matlab Coca-Cola…. A hot new launch from Coca-Cola India.

 Georgia, quality tea and coffee served from state of the art vending machines is positioned to tap into the nations biggest beverage category.

Minute Maid- One of the world's largest juice and juice drink brands. The company developed a process that eliminated 80 percent of the water in orange juice, forming a frozen concentrate that when reconstituted created orange juice.

The launch of Minute Maid Pulpy Orange in India (starting with the south of the country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink category.

Michael Porters Five Force Michael Porters Five Force AnalysisAnalysis

Bargaining Power of Suppliers

The bargaining power of suppliers is very low.

As the coca cola company have developed captive suppliers

& entered into a contract. So the company

is not at the mercy of the suppliers.

Threats from SubstitutesFruit Juices

WaterOthers Cold Beverages

Existing Competitors Pepsi Parle Other Local Brands

Threats from New EntrantsAs there is no report of any new

company entering the

Beverage market.

Bargaining power of Buyers

The bargaining power of buyers is very high due to the presence

of various brands and also

the unorganized sector. This gives the buyer

a wide variety of brands to choose from.

There is additional pressure from buyer

to introduce schemes and reduction in cost.

Layers of Competition

Brand Competition

Product Form Competition

Generic Competition

Desired Competition

Pepsi ColaConcentrate –

like RasnaFruit Juices& Lime Water

Socializing – spending time

with others

Mountain DewParle -Frooti,Njoy, Appy

Mild Alcoholic Drinks

Entertainment – Picnic, Party

7 Up Packaged Water Cold Beverages

Mirinda Slice Water

Other Local Players

Dukes

Project title:Project title: Availability Check & Availability Check & activation of at work channelactivation of at work channel

• Checking availability of all Coca-Cola vis-à-vis Pepsi products, w.r.t cold beverages product category.

• SKU(Stock Keeping Units) wise CCI products are available at more than 70% of total outlet surveyed, while PCI products are available only at 40% outlets.

• Sales of coke at particular area where competitor is enjoying monopoly/none of soft drink is present.

What is AT WORK CHANNELWhat is AT WORK CHANNEL• A Typical "At work" outlet is - An office with Cafeteria

and recreation centre with Coke and other Coke brands served in it.

OBJECTIVE:• to build a Healthy and long term relationship with

the Corporate Customers. • Increase the Consumption level with the help of At-

Work Channel in the Corporate. • Reach & gain new clients with the help of At-Work

Channel.• Give a full-fledged Entertainment, House-hold,

Beverage & food Solution to Coke Clients.• Satisfying the already serving clients & inducing

them to increase the consumption of coke products.

ObjectiveObjective

• To checking the availability of Coca Cola product as well as Competitors Product in the market.

• To checking the Effectiveness of Coca Cola’s Distributors.

• To find Pack wise & Brand wise availability of Coca Cola India(CCI) & Pepsi Cola India (PCI) products.

• To identifying the main Channel of sales for company’s products i.e. from eating & drinking & Grocery & others.

Area coveredArea covered• The survey was done in various areas of Pune

city :1. Baner road2. Aundh3. Hinjewadi (PH-1 & PH-2)4. Pimri5. Chinchwadh6. Bhosari7. Kalyani nagar8. Magarpatta city(hadapsar)9. Senapati bapat road & some of the parts of kothrud,satara road,bund

garden road.

Sample UnitSample Unit

• The sample unit consists of some type of outlets such as Eating & Drinking spots, Bakery, Sweet marts.

• Major sampling unit consists of cafeteria of IT’s and BPO’s & manufacturing plant’s.

Sample SizeSample Size• Total Outlet visited during the project

was 200 approx.

Source of information Information collected from outlets.

ProcessProcess• Formulated data collection format for

outlets.• Then planning the route to be covered and

deciding on the ratio of channels of distribution to be covered in that route.

• Personally visiting the outlets & checking the availability of Coca Cola’s product and its competitors.

Data collection formatData collection formatS.N. Company Location Caterer Contact

PersonContact No. NOE Available

KO PCCooler

KO PCRequirement

1

2

3

4

5

6

7

8

9

10

Soft drink Market(pune Soft drink Market(pune city)city)

Data collected during Data collected during surveysurvey

• Total no. of outlet visited-200.

020406080

100120140160180200

colddrinksavailable N.A.

totaloutlet

Data collected during Data collected during surveysurvey

• SKU(Stock Keeping Units) wise CCI products are available at more than 70% of total outlet surveyed, while PCI products are available only at 40% outlets.

Problem faced during Problem faced during surveysurvey

• Unavailability of cooler.• Company's (sample unit) security.• No Appointments.• Rainy season (off-season).• Due to holidays on Saturday &

Sundays, so survey was not done on maximum weekend’s.

• Due to busy corporate officers so have to wait for 1-2 hrs or even more.

AchievementsAchievements• Activated an outlet at IBM(yerwada-kalyani

nagar) without cooler, generating a sales of Rs. 1,50,000/month approx.

• Activated an outlet at KPIT (Hinjewadi) where supply was not available for last 3 months.

• Has 8 ready outlets where supply can be started immediately after cooler is available.

Issues & ActionsIssues & Actions1. Issues : Non availability of cooler Actions : cooler should be available as it can

affect the sales and reflects to the bad image of comp. (THANDA MATLAB COCA-COLA)

This reason can/has given the competitor great advantage .

2. Issues – Closure of some of the Distribution centers of the company in the city thereby leading to non – delivery of goods & affecting availability.

Actions : While appointing the Distributor, company should look on the infrastructure, policies and procedures adopted by distributors. The company should take a long term view while appointing new distributors, or should sign a bond for a minimum continual period.

Issues & ActionsIssues & Actions3. Issues :Irregular supply of brand distributors thereby

not delivering on right time & in sufficient quantity. Action – Production capacity should be increased, to

meet forecasted sales target for the season & there should be sufficient safety stock to meet urgent demands in the market.

4. Issues - Different policies adopted by Distributors regarding giving credit to the customers & regarding picking up empty bottles from the market, leading to loss in sales and thereby affecting availability.

Action - There should be uniform policy defined for all the Distributors regarding amount of credit they can give to their customers and about accepting competitor’s empty bottles.

Issues & ActionsIssues & Actions5. Issues – Personal conflict of Route Agent with the

customers thereby leading to non-delivery of goods to them.

Action – Sales Executive should take a regular feed back from customers regarding the behavior of Route Agent & should take stringent measures to build strong relationship with the customers.

6. Issues – There is no proper Route Coverage Plan thereby may lead to non-delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route showing the location & name of the outlet to be covered & it should be given to Route Agents so that no outlet get left on the route while delivering goods.