Divya Tripathi AIT Report MBA
Post on 10-Apr-2015
The worlds most recognized trademark it is recognized by 94% of the worlds population
FOR HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. , PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.
SUBMITTED IN SUMMER TRAINING OF MBA PROGRAMME OF APOLLO INSTITUTE OF TECHNOLOGY
UNDER GUIDANCE OF: Mr. ADESH TRIPATHI (AREA MARKETING MANAGER)
SUBMITTED BY: Divya Tiwari MBA 3rd SEMESTER 2009-2010
DECELARATIONI Divya Tiwari declare that this project report titled
Comparative Survey of Coke vs. Papsi
is an original
work done by me under the guidance of Mr. ADESH TIWARI (AREA MARKATING MANAGER). I further declare that it is my original work as a part of my academic course.
PLACE: KANPUR DATE: Aug. 16th, 2010
INDEXTITLE PAGE AKNOWLEDGEMENT MEANING OF PROJECT INTRODUCTIONCHAPTER 1: PROFILES
HISTORY OF THE COMPANY EARLY GROWTH
WARTIME DEVELOPMENT RECENT DEVELOPMENTS POSTWAR GROWTH
CHAPTER 2: INDUSTRIAL PROFILE SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA
CHAPTER 3: PRODUCT PROFILE SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA
CHAPTER 4: THE COMPETITIVEAREA THE COMPETITIVE AREA AMONG COKE AND PEPSI ADVERTISING 3
CHAPTE 5: MARKET MARKET
SALES PROMOT ON TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS S.G.A PROVIDING COMPANIES
CHAPTER 6 INTRODUCTION
OB ECTIVE OF THE STUDY R.E.D. CONCEPT
PRE SALE CONCEPT ADVERTISEMENTS TARGETED BY COKE PROMOTION BY THE COMPANY
CHAPTER- 7 MARKET IMPACT TEAM
MIT METHODOLOGY AND DETAILS AFTER MIT ROAD AHEADCHAPTER- 8 OB ECTIVES
OB ECTIVES IMPORTANTS OF OPENING NE IDENTIFICATION OF NE PROCESS OF OPENING A NEOUTLETS OUTLET OUTLET
DEAL WITH OB ECTIONS &QUERY HORZENTAL E PENTION FLOW CHART
CHAPTER 9: MATHODOLOGY RESEARCH METHODOLOGY DATA ANALYSIS
CHAPTER 10: HYPOTHESIS
SWOT ANALYSISCHAPTER 11: CONCLUSION CONCLUSION FINDINGS SUGGESTION
CHAPTER 12: QUESTIONAIRE QUESTIONAIRE DECELARATION REFRENCES
Coke, Panki Industrial Area, Kanpur for giving opportunity to associate myself to the worlds largest soft drink company and to carry out my project titled
Comparative Survey of Coke vs. Papsi.I am sincerely thankful to Mr. ADESH TRIPATHI (AREA
MARKETING MANAGER) under whose guidance I have successfully completed this project and the time spend with constant encouragement,
warm response and for filling every gap with valuable ideas that has made this project successful. I would also give special thanks to all the outlet holders to whom, I visited for the support, information, co-operation, advice to complete my project details would also given my sincere thanks to all the staff and the members of Hindustan Coca-Cola Beverages Private Limited.
MEANING OF PROJECTThe word Project has great specification in the field of management before starting any work we must have an idea about its basic. The meaning of the PROJECT is as follows: -
P The word p signify the phenomenon of planning, which deals symbolization and proper arrangement of sen sex and suggestion on respectively in accordance withneed. R It stand for associated with word resource with which guides to promote planning.
O This letter stands overhead expenses on unestimated expenses, which occur in manufactures designed or layout of project.
J This letter stands for joint efforts i.e. Project work which is undertaking should be completed with a combined effort.
E This stands for engineering i.e. worker undertaken is to be employing technical process.
C This stands for the phenomenon of constriction on which is more essentially and basic form of work. T This stands for the techniques unless techniques to work is not Known.
CONCLUSION: - In general we came to conclusion. That project is systematic conclusion discussed proposed particular subject which, include complete information about required to machine tools, appliances need the various operation required to be done in well sequences.7
Coke would rather be long term wiser, than being short term smarter Abraham Ninan Director External Affairs, Coca-Cola, India COCA COLA ENTERPRISES INC.
TYPE FOUNDED HEAD QUARTERS
: PUBLIC (NYSE:CCE) : 1926 : ATLANTA, GEORGIA, U.S.A.
CHIEF EXECUTIVE OFFICER : JOHN BROCK CHIEF FINANCIAL OFFICER : INDUSTRY REVENUE OPERATING INCOME NET INCOME EMPLOYEES : : : : : WILLIAM W.DOUGLAS BEVERAGES $19.800 BILLION USD $1.495 BILLION USD $1.143 BILLION USD 73,000 (APROX)
CONCLUSIONIn general we came to conclusion. That project is systematic conclusion discussed proposed particular subject which, include complete information about required to machine tools, appliances need the various operation required to be done in well sequences.
HISTORY OF THE COMPANY EARLY GROWTH WARTIME DEVELOPMENT POSTWAR GROWTH RECENT DEVELOPMENTS
HISTORY OF COCA-COLA
T i story begi s i Atl
ta, Georgia on May 8, 1886, when a pharmacist
called Dr. John Smith Pemberton first mi ed Coca -Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named this drink Coca -Cola after the first two ingredients and the same distinctive script he wrote it in is the same logo they use To this day.
In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in 1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.
In 1917 Coca-Cola was found to be the worlds most recogni ed trademark with a record of 3 million Cokes sold per day. Unfortunately, John Pemberton fell ill, and did not live to see his products success
Sadly, in the first year of Cokes existence, Pemberton and his partner only made $50. Pemberton sold two third of his business in 1888 to cover his losses and keep the business afloat.
He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother formed the Coca -Cola Company.
In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to growing concern over the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the name, and not the drink syrup that is, the drinks base, containing all the ingredients minus carbonated water. He figured that keeping the Coca in his formula would le gally allow the company to distinguish its drink from imitations. Other companies also produced soda drink made with cola nut extract. In particular, the Pepsi Cola Company would become Coca -Cola Companys major competitor over the next few decades. Candler also spent more than $11,000 on his first massive advertising campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural on walls; displayed on posters and soda such as calendars and drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a product. He distributed flyers offering free soda fountain glasses of Coca -Cola to people visiting his drugstore. In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg, Mississippi installed bottling machines and produced the first bottled Coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.12
In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of the country for only on dollars, at the
time, Candler saw little profit in bottling and was more than willing to give up that part of the business. In 1915 the Root Glass Company created a couture glass bottle for Coke, its design based on the curvature of a coca bean. This bottle design became a Coke trademark worldwide. The same ye ar, Candler retired from the company, passing it on to his children and moving into polities. He was elected mayor of Atlanta in 1916. In 1919 the Candler family sold Coca -Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president in 1923. Robert Woodruff was a skilled marketer and he put more of the companys resources into market research than manufacturing Coke.
WARTIME DEVELOPMENTDuring World War II (1939-1945), Woodruff also boosted
Cokespopuler image in the United States by pledging that his company would provide Coke to every U.S. soldier. The company did not limit itself, however, to only doing business that would increase its success in America . In the period leading up to the war, between 1930 and 1936, it had set up a division of the company in Germany, and it continued that venture during the war. It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories. In 1941 the German companys president, Max Keith, developed Fanta orange soda using orange flavoring and all the German -made Coke13
ingredients. The Coca-Cola Companys wartime efforts helped it expend its global market, often with the economic support of the U.S. government. By the end of the war in 1945, it had established 64 overseas bottling plants. The same year the company registered a patent on Coca -Colas popular nickname, COKE.
POSTWAR GROWTHIn 1955 Robert Woodruff retired as the Coca-Cola Companys president. Candler and Woodruff are remembered as the two most important figures in the companys early growth, both for their contributions to the company and their considerable fortunes donated to the city of Atlanta. After Woodruff departure, the company began to diversify by producing new products, acquiring new business, and entering new international markets. In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In 1967, it created the Coca-Cola foods division by merging its Duncan and Minute Maid operations. In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the Arab-Israel War, the governments of all Arab League nations banned the production and sale of Coke. A year later the company withdrew from its markets in India when that countrys government requested that Coca Cola reduces its equity in joint ventures to 40 pe rcent. The company refused to relinquish so much control over those operations.
In 1977 Coca-Cola began packaging Coke and other drinks in two liter plastic bottles. The popularity of these large bottles grew over time,
and their sales earned the company new project, primarily in small specialty and convenience stores. In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion. By 1984 Pepsi-Cola had gained on Cokes previous do mination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market dominance, the company attempted the first -ever reason of the original Coke recipe. The American public largely rejected New Coke, and so the company quickly returned to also producing the old recipe under the name Coca -Cola classic.
RECENT DEVELOPMENTSIn 1986 The COCA-COLA Company consolidated all of its no franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the worlds largest bottle of soft drinks by 1988, while Coca -Cola Enterprise distributes over half of all Coca-Cola products in the United
States, small franchises businesses continue to bottle can and distribute the companys drink worldwide.
In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange. Coca Cola and Pepsi Company
products occupied nine of the top ten spots in the U.S. soft drink market in themed-1990s.
Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales.
CHAPTER 2 SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA
SOFT DRINK INDUSTRY IN INDIAINTRODUCTIONThe Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumers throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola .
THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA
1977Refusing to dilute its equity stake, Coca-Cola winds up it operations in the country.
Thums-Up from Parle and Campa-Cola from Pure Drinks launched.
1986An application for a soft drink cum snack food joint venture by Pepsi. Voltas and Punjab agro is submitted to the Indian Government.
1988Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government.
Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone.
1990Pepsi Cola and 7 Up launched in limited market in North Indian.
The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable.
1991Britco food files an application before FIPB to set up a new 50 crore facility in Maharashtra.
Pepsi extends its soft drink reach on national scale. Products launched in Delhi and Bombay.
Britco foods application cleared by the FIPB, Pepsi and start initial negotiations for a strategic alliance but talks break of after a while.
1993Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in about two years.
Coke files an application for a 100% owned soft drinks company with FIPB, Decides to part ways with Rajan Pillai. The Government clears the Coke application in record time.
Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength.
Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teem flavors. Sweeps off the 100ml segment over Pure Drinks.
Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan.
Fountain Pepsi launched in the Northern part of India.
Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for Coca-Cola.
Pepsi jump up in to Mineral Water name Aquafina.
2000Coca-Cola Indian has registered a growth of 18 th percent in its net sale during the first quarter of the current fiscal year.
Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective.
2001Coca-Cola upgraded from 1.5 ltr. To 2 ltr.
Coke hired Ashwaria, Amir Khan and Hrithik for effective advertising.
COCA-COLA IN INDIAThe Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca -Cola had captured more than 45% of market share in India. The n Coca-Cola left India following public disputes over share holding structure and import permit. As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the companys operation come to end in July 1977. In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan Old waves have come to India again first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had mor e than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling network and a base for the rapid introduction of the companys international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as To become an all occasion drink not a special treat beverage.
VISION OF COCA-COLA IN INDIAProvide exceptional strategic leadership in the Coca -Cola India System resulting in consumer and customer preference and loyalty through Coca-Colas commitment to them, and in a highly profitable Coca -Cola corporate branded beverage system.
MISSION OF THE COCA-COLA IN INDIACreate consumer products, services and comm unications customers service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to: Consumers as a superior beverage experience. Consumers as an opportunity to grow profits through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and volume. TCCC as trademark enhancement and positive economic value added. Suppliers as an opportunity to make reasonable profits when creating real value added in an envir onment of system wide teamwork, improvement. CCI associates as superior career opportunity. Indian society in the form of a contribution to economic and social development.23
PRODUCT PROFILE OF COCA-COLA CONSUMER CHOICE AT A GLANCE DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET WHERE THE MONEY GOES MODUS OPERANDI
PRODUCT PROFILE OF COCA-COLAThere are nine brands of coca-cola in India and they are differ in taste, flavor and also in their colours.
1. COCA COLACoke is considered to be a cola drink. It is generally preferred by all sections of consumer. This is a case cow brand for the company in terms of sales revenue.
2.THUMS-UPThums-up is also considered to be a cola drink. It is hard in comparison to coke. It is preferred by all section of consumers but especially to teen-agers. It is a big source of company to cash its publicity.
3.LIMCALimca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its colour, which is
Similar to that of clouds. It has to yield good sales revenue. It is generally preferred by Children & Women.
4. FANTAFANTA ORNAGE, It is orange flavor & preferred by Children & Women.
5. FANTAAPPLE FANTAAPPLE, It is apple flavor preferred by Children & Man, Women .
6.MAAZAMAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women.
7.KINLEY SODAThis is a soda drink. It has no colour and no flavor. It is generally used with alcohol and used by adults.
8.SPRITESprite is a good product at cola and contains at lemon flavor. And preferred by all age of people.
9.KINLEY WATERKinley water is a fresh and mineral water and market competitor of Bisleri and Aquafina.
10.MINUTE MAIDIn Minute maid pupply orange cold drink no gas only based on orange juice. It is a non-aerated soft drink and market competitor of Tropicana Twister.
11.DIET COKE Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free patients.
PRODUCT MIXProducts The group manufactures and markets Carbonated and Non-Carbonated Soft Drinks and Mineral Water under Coca Cola brand. The various flavors and sub-brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple, Mazza, Pulpy Orange, Kinnley Soda, Kinnley Water. CAN Diet Coke, Coca Cola, Thums Up, Sprite. Brand available in 200ml. 1. 2. 3. 4. 5. 6. Coca Cola Thums Up Sprite Limca Mazza Mazza Tetra Pack
Brand available in 300ml. 1.Thums Up 2.Sprite 3.Limca 4.Kinley Soda
Brand Available in CAN (330ml) 1. Diet Coke 2. Coca Cola 3. Thums Up 4. Sprite Brand Available in (350ml) 1. Coca Cola 2. Thums Up 3. Sprite 4. Mazza 5. Pulpy Orange
Brand Available in (500ml) 1. Mazza
2. Pulpy Orange 3. Kinley Water Brand available in (600ml) 1. 2. 3. 4. Coca Cola Thums Up Sprite Limca
Brand Available in (1Ltr) 1. Kinley Water 2. Pulpy Orange
Brand Available in (1.2 Ltr) 1. Coca Cola 2. Thums Up 3. Sprite 4. Limca 5. Mazza
Brand available in (2 Ltr) 1. 2. 3. 4. Coca Cola Thums Up Sprite Limca
Price of the productProduct200 ml 200 ml Mazza Tetra Pack 300 ml 250 ml Mazza 330 ml Can 350 ml Thumsup 500 ml Mazza 500 ml Pulpy Orange 600 ml Soda 600 ml PET 1Ltr. Kinnley 1Ltr. Pulpy Orange 1.2 Ltr Maaza 1.2 Ltr Pet 2 Ltr PET
Bottle in MT24 24 24 24 24 24 24 24 24 24 12 12 12 12 9
Price168 216 215 330 580 468 168 498 216 444 104 552 552 207 459
CONSUMER CHOICE AT A GLANCECoca-Cola Thums-Up Limca Fanta Maaza Sprite Kinley Soda Mainly preferred by the Youngster & Kids. Youngster. Common Drink. Basically Preferred by Ladies and Kids. Also Ladies and Kids. Not clearly defines. Mostly those who consume liquor.
DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET
PEPSICaleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola in the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhum applied for a trade mark, issued ninety seven share of stock and began selling Pepsi syrup in earnest. In his first year of business he spend $1900 on advertising a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two years later, he hired a New York advertising agency. After passing t hrough many troubles for some period now Pepsi is a market leader in international arence and is available in 187 Nations throughout the world in 18 flavors having its Head Office in New York, United State. Pepsi has 13 bottlers with 26 plants in India. Through this compared with 60 plants of Coke is quite less, yet the market share of Pepsi has increased quite significantly
PEPSI IN INDIAThis $3040 billon, New York (U.S.) based Pepsi Company, had to start from scratch after entering the country in 1989. Deep blue Pepsi, is a broad based food and beverage company, deriving more than 60% of its sales and operating profits from its snack foods and restaurant business. Pepsi started its commercial production in 1990 with plants, one at Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink, which was introduced six year back, has now become the household name thought the country. The Marketing efforts of Pepsi in the first three year were so successful, that Pepsi had taken major market share of Parle and Parle has to face hard times. Pepsi-Cola has been positioned as a drink for the young. Its popular slogan YEHI HAI RIGHT CHOICE BABY go to show that appeal is significantly for the younger gener ation in a popular, much aired commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune only after hed guzzled, the right cola, made the smart choice (A -Ha!). Behind the hype in an effort invisible to consumer Pepsi pumped in Rs. 300 crore to add muscle to its infrastructure in bottling and distribution. At present Pepsi is at war with Coke at National level.
CADBURY SCHWEPPESCadbury Schweppes are joined force of Cadbury found in 1824 of U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is unified bussing which manages the relations his with over 240 franchised bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has fottlery and partnership operations in 14 countries around the world.
CADBURY SCHWEPPES IN INDIAMay 1995 one more soft drink Cadbury Schweppes entered the Indian soft drink market and now the competition in this industry is more due to rise in the number of competition and also due to large product range that they all are offering to the market. Cad bury Schweppes, just about two year old in India udebtufues with the guerilla. Number three in the aerated soft drink market after Pepsi and Coca-Cola Company; it is resorting to some very smart footwork to gain its share of silence. The company wants to be number one in the non-cola aerated soft drink market, to which end it has unabashed a series of tactics. WE DONT DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT THE ENGED. Says Ashok Jain C.E.O Cadbury Schweppes India. The idea is to convert the narrow scrip to a niche and build it to a position of reverence with a consumer.
John S. Perberton, who in 1886 first construed coke syrup in his laboratory, knows little that he had made a formula that would sell one day to a thirsty market of 13.1 billion dollar coke drinkers. Perberton was morphine addict who was trying to create marketable patent medicine. When his experiments led to the new scared Coke formula. He had only modest success selling Coke in Atlanta and he sold his formula and right for a pittance. He died in 1888. Atlanta druggist as a Candler who soon gained control of Coca -Cola is in many way the true father of coke. He transformed the small time operations in to a nation wide soda fountain sensation. Early on, Coke had a distinct cocaine kick, even through corporate, Coke has long dispute. This piece of America folk care, saying the coke leaf, was they with the syrup and training needed to produce distributes and sell the product and above all the most valuable assent, the trademark. Also coca-colas main revenue stream is from the sale of concentrate of its bottles. In India, the sole rights the manufacturer concentrate rests with its 100% subsidiary coca-cola beverages near Pune. A unit of concentrate makes 400 cases (of 24 bottles each) and according to an estimate generates income of Rs. 20 per case for the parent company. Bottlers maintain their production line to coke standard of 600 bottles per minute. Today the two multinational operates in two ways. COBO-Company owned bottling operation, and FOBO-Franchisee owned bottling operation.37
WHERE THE MONEY GOESLow per capital consumption of soft drink in India may be linked to the inflated prices of such drinks. But surprisingly it leaves a very low margin for bottlers decocanised. Candler had later testified on court that coke contained a very small proportion of drug without the coke would never have been as popular as it was its early days. The cocaine was eliminated in 1903, as panicked reaction to the raising criticism, inflamed by Newspaper allegations that black coke drinkers were attacking whites. In 1917, Candler gave almost all of his coke, stock to his children, who sold out two years later to a syndicate headed by, Atlanta Banker Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled the company to its present glory. Woodruff died in 1985.
COKE IN INDIADespite the formidable track of its parent (Coca-Cola Company the $18 billion gaint, based in Atlanta U.S.), Coca -Cola Indias record in Rs.1800 crore soft drinks market is prominent. Coca -Cola entered Indian market after 16 years from Hathras December 1 993 Coca-Cola became the undisputed leader of the Indian soft drink industry, because if their acquiring rights of Ramesh Chauhans aerated Parle drinks. With one stroke of the pen, and a bill of 140 crore coca-cola picked by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined market share of 69 percent with Thums Up alone accounting for 56% of the then 650 crore cola segment. Coca-Cola worlds largest selling soft drink and which sells nearly half the soft drink of world market its reentry with planned strategy.
MODUS OPERANDIThe multinational soft drink companies carry their business by licensing bottlers around the country or more technically franchising the bottlers and supplying also. With retail prices ranging to Rs.9 -10 per bottle (300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. A bottler must pay as such as 34% of the price per case as excise duty, sales and turnover tax. A further 10% goes into expenditure on local advertising and sales promotion. Distribution and transportation cost takes care of another 10% Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up39
another 23% production cost, in terms of fuel, power, maintenance and labour add up to 14%. Thus leaving a bottler with a margin of 9%, again 4% of this would go into warheads and interest charges, trimming down the margin to a simply 4-5 % a bottling operation, thus is viable only large volume. (This is also one of the reasons of FOBO being converted in COBO). The consumer, obviously, shoulders most of the burden, bottle cost are also critical component of soft drink business. Coke is positioning all of its beverages as all seasons beverages rather than only summer drinks; this will greatly help to increase consumption. In summer coca-cola was coping with a change, C.E.O-Alex Born has replaced David Short. Coke has made India its home; coke is experimenting with mobile dispensing units at beaches and stadiums, going out towards consumers. Our goal is to have available within arms reach of desire. Nicholas once said (Retd. C.E.O). While Pepsi wants people to come to them, Coke plans to after consumer.
Cokes objective in short run shall be converted Pepsi drinks, rather than Thums Up drinkers to Coke.
CHAPTER 4THE COMPETITIVE AREA AMONG COKE AND PEPSI ADVERTISING ADVERTISEMENTS TARGETED BY COKE PROMOTION BY THE COMPANY
THE COMPETITIVE AREA AMONG COKE AND PEPSIThe soft drink market all over the world as been witnessing a neckto-neck battle between the two major players; Coca-Cola and Pepsi since very beginning. The thirst quenchers are trying hard to have the major piece of the apple of overall carbonated soft drink market. Both the players are spending their energies in building capacity, infrastructure,
promotional activities etc. Coca-Cola, being 11 years older than Pepsi, has been dominating the scene in most of the soft drink market of the world and enjoying the leadership terms of the market share. But the coca-cola people are finding it hard to deep away Pepsi, which has been narrowing the gaps regularly; the two are posing threats for each other in every nook and corner of the world. While coca-cola has been earning most of the part of its bread and butler through beverages sales, Pepsi has a multi products portfolio with a handsome portion from the same business. The two warriors are face to face once again here in India with different strategies and policies to attack at rival Coca-Cola is focusing upon the joint ventures with the existing bottlers to enhance its control on manufacturing and marketing of its product range and attain the quality standards of its class. Countering its Pepsi has taken the baton in its own hands by floating and investment of $95 millions to set 6 Pepsin Co. India Holdings, a subsidiary for companys owned bottling operation (COBO).43
Both of the companies are following different path of reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market in India. Both the competitors have distinct vision and priorities about the Indian soft drink market. Through having so much difference and distances with each other, they both consider India as a huge potential market as per capita consumption here in more 3 servings per year against an international of 80. Throughout, they are putting their best efforts to woe Indian consumer who has to work for 1.5 hours to by a bottle cross over for both the athletes running for getting No.1 position. Coca-Cola is well set with its 53 bottling sites throughout the country giving it an edge over competition by possessing a well built manufacturing and distribution set up on the other side of picture, Pepsi, with two more year in India, has been able to set an image of winner this giants are ready to turn every stone of opportunity with a mindset of long tenure this time. Coca-Cola has been penetrating the market through its wide product range with a determination to change competition pattern of soft drink in India. Firstly, they upgraded the whole industry by introducing 300 ml bottles, which in turn, had given the industry a booming growth of 20 % as compared to earlier 5%. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In coca cola camp, the idea of competition has not come from Pepsi, but from the other beverages such as tea, coffee, nibu pani, water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working in the strategy to be winner side in the hot cola war between tow big barons. According to Pepsi philosophy its the madness that encourages executives to thin to conjure up those creative tactics to knock the fizz out of their competition. Pepsi had pumped a large44
amount on the visibility of its blue-red-and-white logo. They have been going with aggressive marketing by putting Sachine Tendulkar and now Shahrukh Khan in their advertisement to endorses their brand, the role models for its targeted consumer the teenagers. They have increase the f izz in the market price by introducing the dispensers called fountain Pepsi and been enjoying a lead over its rival three. Coca-Cola on the otherhand, has been working on the saying skew and stead with race, side by side retailing to the every move of its competitor. They have produced the shield of Thums Up with a handsome market share in India soft drink market. Countering Pepsi; international commercial that used two chimpanzees to coke a snack at coke, Thums Up came with the aid line, Dont be Bandar, taste the thunder Also Thums Up has been positioned now very near to that of young in age of Pepsi and giving it tuff time. Everything has been put on fire by these cool merchants. If Coke got the status of the Official drink of Wills World Cup, Pep si blushed as Nothing official about it. As ThumsUp projected as Saare Jahan Se Achchha. Pepsi was passionate enough with Freedom to be. When Thums Up came up with Thunder Blast, the other one offered, Pepsi Stuff Card. If red color is meant for Coke, Pepsi has chosen to be Blue. In this way, Indian consumer is getting more fizz and punch from the two big brothers and he has to given not about the winner.
ADVERTISINGAdvertising is non-promotion of goods and services, by a sponsor (a firm or person) who can be identified and who has paid for this communication. This purpose of advertisement is to sell something a good service, idea person or place, either now or later this goal, reached by setting specific objective that can be expressed individual ads. Those are incorporated into an advertising campaign recall again from the buying decision process that buyers go through a series of stages from unawareness to target customers to the next stage in the hierarchy say from awareness to interest. Advertisement plays an important role in the success of coca-cola product since its first newspaper ad. In 1886 that red, coca-cola delicious Refreshing Exhilarating Invigorating. Advertisement is a key of implementing a strategy over one hundred year old to trigger desire as offer and in as many ways as possible.
ADVERTISEMENTS TARGETED BY COKETo target various consumer segment of soft drink different add featuring cricket star, cine star, pop star have been created. 1.Lisa Ray (famous model) in a very interesting add, which featuring him bathing with sprite. Having a catching line Sprite bujhaye only pyass baki all bakwaas. 2.AmirKhan & AshwaryaRai (both cine stars), which targeted younger generation. This add. Contained imagery of rugged and romantic for 330 ml of coke. Theme Coca-Cola Ho Jay. 3.Another cola drink from coke i.e. Thums Up. 4.Limca leaving its old image of Lime-n-Limoni drink is been shown as in the add. Featuring Shaif Ali Khan. A drink that could just change the mood at time of disappointment lines. Gala Gaya Sookh Limca Key Liye Ruk. 5.Fanta add. Showing children having lines Bold Ho Jayo. 6.A family giving new look to Maaza Tazza Mango. 7.Diet Coke the exiting add. on the pool with fall swing calling Taste The Power Of One Calorie. 8.AmirKhan in the as on Mini Coke very interesting and Roman tic add.
PROMOTION BY THE COMPANYAll advertisement expenditure is incurred by coca -cola India, but only D.P. Board, wall painting, S.G.A.s etc. Company spends on it
around 8-9 % total sales company invested 305 crore rupees in advertisement Budget.
Radio. T.V. Hoardings. Road signs. Sticker. Neon light. Banners. Newspaper. Magazines. Exhibition. Posters. Sponsoring local events.
SOME OTHER TECHNIQUES FOR PROMOTION OF COCA-COLA COMPANY
Coca-Cola and the Olympic GamesThe company's international blitz began in 1926 when company President Robert Woodruff signed Coca -Cola as a sponsor of the 1928 Olympic Summer Games in Amsterdam. The U.S. Olympic Team and 1,000 cases of Coca-Cola arrived at the games by freighter. Since then, the relationship between the Olympic Games and Coca -Cola has only grown!
Many Coca-Cola divisions around the world sponsor individual athletes or teams as well. 1928 was also the first year the Olympic flame was lit, and women were invited to compete.
1952 -- The Summer Games in Helsinki - Coca-Cola shipped 300,000 cases of bottles and donated it for sale by the Disabled Ex-servicemen's Association.
1952 -- The Winter Games in Oslo - The local CocaCola bottler chartered a helicopter for advertising. In 1952 most people had never seen anything like a hicopter and they were utterly fascinated. At the close of the games, the helicopter was given to the city to help direct traffic. 1960 -- The Summer Games in Rome - Italian bottlers welcomed athletes, officials and spectators to Rome with a 45 rpm record of "Arrivederci Roma."
1964 -- The Summer Games in Tokyo - This marked the first year Coca-Cola aided the athletes, spectators and media with guide maps, sightseeing information and a phrase book. The idea was so popular, it was adapted for use in Mexico City, Sapporo (Japan) and Munich.
1979 -- The Coca-Cola company worked with the Olympic Committee to create the U.S. Olympic Hall of fame.
1988 -- The Winter Games in Calgary - Coca-Cola orchestrated a world children's chorus. Also, Coca-Cola opened the venue for what would later be deemed the games number-one spectator sport -- The Coca-Cola
Official Olympic Pin Trading Center.
1996 -- The Summer Games in Atlanta - The Games' centennial, as sole sponsor of the Olympic Torch Relay, Coca-Cola brought the flame to more than 350 cities and towns during the 94-day run.
Olympic Commemorative Cans1928
CHAPTER 5MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE
CHILLING EQUIPMENTS S.G.A PROVIDING COMPANIES MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES OF COMPANY1. Good Advertising. 2. Effective Incentive Policy. 3. Quality. 4. Wide & Deep Distribution System. 5. Attractive packaging. 6. Allotting SGAS (Refrigerator, Chest cooler, Table Umbrella, Chairs etc.) to retailers. 7. Decorating Retailers shop by display board, dealers board etc.
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS With every 1-2 crates purchased daily or alternatively anicebox is provided.
For an average consumption of 5 -6 crates a visi-cooler of4crates.
For a purchase of 7-8 crates daily visicooler 7 crates. If purchase exceeds 8 crates, then 9 crates visicooler or deepfridger is provided. With every chilling equipment a steplizer is provided it may be of 1 KV or 5 KV.
S.G.A PROVIDING COMPANIESAll these industries are enlisted and approved by Coca -Cola.
CHAPTER - 6 OBJECTIVE OF THE STUDY R.E.D. CONCEPT PRE SALE CONCEPT
We have built a foundation to ACCELERATE the journey towards a World Class Selling Organization
OBJECTIVES OF RED 2008
Reinforce execution standards Enhance execution capability Have a greater impact on business Increase action orientation
RED is much more than being the Worlds largest Retail trackIt involves defining the Picture of Success, Actual Execution, Building Capability of the frontline, improve associate engagement and a process of Continuous improvement
We have made only minor changes in SCORING Increased the weight for AVAILABILITY RED Parameters 2007 Visi cooler Availability: 35% : 40%
Activation RED Parameters 2008 Visi cooler Availability Activation
: 30% : 50% : 20%
Greater focus on availability (10 points more) Focus on primary packs across channels Drive single RGB per outlet MMPO added as the second Juice after Maaza Maaza & MMPO need to go together to preventcannibalisation
Minor changes in points allocation for Cooler parameters 10.5 caser added as additional standard in relevantoutlets
Greater focus on brand order compliance
Simplified the list of activation elements Greater focus on branded menu cards / boards to driveincidence
Removed tent cards OBM /Drinking shots added as a parameter acrosschannels
Points for grocery rack only if it is pure & min 50%charged
R.E.D CONCEPTR.E.D is the survey method that company started earlier. For the survey of R.E.D., Company had hired the person from A.C. NIELSON one of the best survey company. This survey gets done once in a month. R.E.D is the set of norms divided into outlet wise. ABOUT THE R.E.D SURVEY The survey named as R.E.D. (RIGHT E ECUTION DAILY). The survey has been conducted to check the cooler management, availability of products & activation of coca-cola in various outlets. The survey was based on three topics: Firstly, I have to check the cooler management i.e. the cooler that was provided by the company to the customer, are properly managed/working or not. And lastly the most important aspect of cooler
management was the brand order. Secondly, I have to check the availability of the product i.e. whether the product is available to the customer or not. Lastly, I have to check the activation, which is a very important because activation helps to boost the sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo boards. Mostly combo boards are63
given to the E&D outlets. And is very helpful in attracting the customers. Rack with header is provided to the Grocery outlets, which should be fully charged. Right Execution Daily (R.E.D) is the diversification of outlets as Channel, Class, and Income. Lets know what are the Channel, Class, and Income respectively.
CHANNELWhich type of outlet is this like E&D (Eating & Drinking), GROCERY, or CONVENIENCE?
Outlet primarily engaged in retailing of food & various household items. It includes Grocery (Outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati etc) and General Stores (Outlets selling items of day to-day requirements & stocking a varity of branded products)
There are two types of E&D Outlets
E&D TYPE 1
The outlet does not have place to sit . It includes Bakery, Sweet shops, QSR, Juice Centers, Soft Drinks Shops etc.
E&D TYPE 264
The outletr should have a place to sit. It includes Sit down Restaurants, Bars, Dhabas, Cafes etc.
CONVENIENCEIncludes outlets which are small stores or shopes, generally accessible locally. These are often located alongside busy roades. It includes Chemists, STD Booths, Pan Shops etc.
Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?
Those outlets, which sells < 200 c/s per year.
Those outlets, which sells 200-499 c/s per year.
GOLDThose outlets, which sells 500-799 c/s per year.65
DIAMONDThose outlets, which sells 800 & above c/s per year.
INCOMEWhoever costumer comes on shop which income class they belongs like high Income, medium Income, low Income.
R.E.D.(RIGHT EXECUTION DAILY) OUTLET WISE DISTRIBUTION OF R.E.DCHANNEL CLASS LOCALITY INCOME GROUP
Ex Pan shop, P.C.O etc. >800c/s sale
GroceryEx General store, Provision store etc.
E&D (Eating and Drinking)Ex Restaurant, Hotel etc.
PRE-SALE CONCEPTThis is the new concept that had started from the year 2007. In the Pre-Sale the company takes order one day before and accordingly company delivers their products for each route.
CHAPTER - 7 M.I.T. Meth d l g and detail After MIT The Road Ahead
MIT ( MARKET IMPACT TEAM) KANPUR
Objectives Horizontal Expansion (HE) Chilling Equipment Place Iceboxes Identify o/l for OIF OYA
Achieve GOD Identify o/l for Cooler up gradation Identify o/l for Cooler prime position (to do list)
METHODOLOGY AND DETAILS y Duration of Activity 4 days ( 15/4 18/4) Identify clusters based on area/zone, opportunity, potential, competition. Identify teams-summer trainee, co-ordinate with agency team. Set deliverables Launch Trade Scheme Rs 1540 = 5 Empties + Ice Box + Activation element (Flange)
5 MT COSTS = 5 * 14070
FLAVOUR COST = 5* 168 = 840
ICE BOX = 5 MT + FLAVOUR 700 1540 + 840
y Resources Utilized during Activity Agency Manpower 20 Summer Trainee 12 Vehicles---10 Distributor manpower- cummulative 21
After MIT The Road Ahead
Include New outlet in the PJP of MD/Pre-seller/Salesmen. Track Billing of Ice Box Outlets Follow up on OYA leads Complete OIF formalities and Install Visicooler/grouting.
Chapter- 8 Objectives Importants of opening new outlet Identification of potential outlet Process of open a outlet Deal with objection and Query Horizontal expention flowchart
OBJECTIVE OF HORIZONTAL EXPANSION
Thi project i conducted in different localities of Kanpur having following objectives in the view: Giving Importance on Opening New Outlets. The benefit behind the Opening New Outlets are:
y Provides Incremental Volume & Revenue for Business y Helps Improve Route Productivit y Improves Profitabilit of companies Distributors y Reduced Dependence on Large Customers
IMPACT OF NEW OUTLET IN BUSINESSMeasure Number of Existing Outlets Total Volume (in Lac Phy Cases) VPO in Phy Cases Number of New Outlets New Outlet VPO Incremental Volume (in Lac Phy Cases) Grand Total Volume in Lac Cases) 50 2008 10000 50 500 2009 10000 55 550 2000 125 2.5 57.5
Measure Num ber of E x is ting O utlets Total V olum e (in Lac P hy Cas es )
2008 1000 3
Difference between the vertical growth by R.E.D Execution and Horizontal growth by New Outlet Opening
Learn How to identify a potential New Outlet.
Target for opening a new outlet is as follows
Open all outlets not selling coca cola product on the route?
Target all chemists?
Target all Street kiosks?
Target all Pepsi exclusive outlets ?
According to rules Company use a seven point criterion to prioritize for opening new outlet those are:
1. Outlet already owns electric chilling equipment or Ice Box or iswilling to invest in the same for stocking our products.
2. Outlet is already selling Pepsi products. 3. Outlet is on the main road or has 2 adjacent roads. 4. There are no other outlets selling Soft Drinks within 150 steps inany direction from that outlet.
5. Outlet is listed as part of the list of non-dealers submitted byNielsen.
6. It is an E & D outlet with 5 tables. 7. It is an outlet stocking branded products like, Chips, Bournvita /Horlicks, chocolates etc ( products in the range of Rs. 20 and above)
The Process to Open an Outlet. How to Deal with Objections / Query from a New Outlet?75
At the time of dealing with a new outlet dealer there are mainly four types of queries are come out from them. These queries or doubts which come from the side of outlet owners are:
o Having doubt with profitability.
o Having doubt with coke selling competitor.
o Having requirement of chilling equipment like cooler, fridger etc.
o Having doubt with service providing by the company due to stocks.
The above doubts of the outlet owners are satisfied by giving such explanation:
Our products have Good Margin in the range of 7% - 15% , higher than most of the products you sell.
Our products are well known and have a faster rotation which will result in higher earnings for you.
We have a wide range of products to offer which will help you cater to larger number of customers.
We ensure business round the76
year by activating your outlet and product promotions
Would you not like to make more Profits?
Our product is usually purchased on impulse and can be bought along with other products you sell.
There are products sold in nearby outlet that is available in your outlet as well. So why not soft drinks.
For chilling equipment:
If you need a Cooler, we will provide it. We would recommend you to deposit 5 cases of glass to
Maintain our range of products.
In case you feel there is no space, let me suggest you how and where you can place a cooler .77
We have a range of products that can be sold warm so let me show you some ways for stocking and selling our products.
For service doubt:
We have a trained salesman who services outlets in your area. He will visit your outlet twice in a week
Our products have shelf life so we would take extra care so as not to supply you more stocks.
Our superior distribution system and processes will ensure you get the required stocks in time
By the above processor the horizontal project done according to the following action flowchart:
RESEARCH METHODOLOG DATA ANALYSIS
This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the coca -cola scheme playing in the mind of shopkeepers & consumer.
METHODS OF DATA COLLECTION
THERE ARE TWO TYPES OF DATA
1. Primary data 2. Secondary data
1. Primary data collection: Primary data can be collected by three methods.
a) Observation b) Experimentc) Surveys
But here, only surveys method of data collection is preferred which is very suitable to reach the researcher motto.
A. Research instrument: Printed Questionnaire was used as the research instrument to collect the required information. B. Area of surveys: The survey was conducted in different location of Kanpur city. Sampling plan: sampling plan consists of
I. Sampling unit: The retailer of Grocery shop, general store, betel shop, and medicine store was selected from different places of Kanpur.
II. Sampling size: 150 Outlets.
procedure was followed
IV. Sampling method: Data were collected by retailer survey. The retailers are directly contacted and interviewed at their retail counter.
2) Secondary data collection: As secondary data were notavailable with shopkeepers as well as stockiest, so these were collected from company records.
ANALYSIS OF DATA82
DATA ARE COLLECTED FROM DIFFERENT LOCATION OF KANPUR LIKE: 1. CHAVALA MARKET 2. GOVIND NAGAR 3. C.T.I CAURAHA 4. NAUBASTA 5. KIDWAI NAGAR 6. BARRA 7. RATAN LAAL NAGAR 8. KAKADEV 9. RAWATPUR 10. GUJANI
THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION OF KANPUR.A TOTAL SURVEY OF 150 OUTLETS WAS CONDUCTED.
1. I visited about 150 outlets out of which 20% gold, 40% considereddiamond & 40% considered silver outlets.
2. Out of 150 shops covered in different areas, I focused on coveringdifferent shops according to location, so that I can know where coca -cola products have the best penetration. Among the shop covered, 17% were on the chauraha, 35% were on the main road, 28% in the market and 20% were near a residential area.
3. I assigned the various shops covered into different categories. Thevarious categories covered were Grocery, Confectionary, Bakery, Juice Shops, Ice Cream parlors, Restaurant, Food Joint, P.C.O, Dairy, and Pan Shops.
CHAPTER 10 SWOT ANALYSIS
SWOT ANALYSISSTRENGTHS1. Improved quality control. 2. Latest technology. 3. Heavy investment in both infrastructure and sales promotion campaigns. 4. Modified and attractive packaging. 5. Strong advertising network.
1. Gaps in distribution system during peak season2. Same old distributers , co loosing grip from many such mkts. 3. Fear of retrenchment among the workers. 4. Customer satisfaction level goes down during peak seaso n.
OPPORTUNITIES1. Highly potential and huge market. 2. Highly potential untapped rural market. 3. Distribution gaps and can be rectified by appointing new dist and more effective coverage of outlets.
1. Stiff competition.2. Illegal distribution done by some unauthorized 4. Changing of consumer preference. fat dealers.
CHAPTER 11 CONCLUSION FINDINGS SUGGESTION
CONCLUSIONEVERY THING IN THIS WOR 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 THAT,
FAR FROM EYE, FAR FROM HEART THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE IN ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY, VALUE UTILITY IS CREATED BY THE MANUFACTURE OF PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER, BOTH THE MARKET AND THE DISTRIBUTION CHA NNELS ARE OFTEN MORE CRUCIAL THAN THE PRODUCT. THEY ARE PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE AND EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH
ESSENTIAL. THE DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL MOST ALL PRODUCTS. ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS GREAT COMPETITOR LIKE COKE.
FINDINGSTHE MOST POPULAR BRAND IN THE MARKET IS THUMS UP. COCA-COLA IS MARKET LEADER AND PEPSI IS THE MARKET CHALLENGER IN THE WHOLE MARKET WHERE I HAVE SURVEYED. FROM THE COCA-COLA PRODUCTS THUMS UP AND THE PEPSI PRODUCTS DEW IS THE HIGHEST SELLING IN THE MARKET. COCA-COLA IS THE MARKET LEADER IN MARKET. IN SOME AREAS LIKE NAVEEN MARKET THE SUPPLY OF PEPSI IS BETTER THAN COCA-COLA. IN MINERAL WATER CATEGORY AQUAFINA HAS MORE OVERALL
MKT SHARE THAN KINLEY. I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO THE COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA, SPRITE, AND FANTA. IF WE TALK ABOUT MKT SCHEMES PEPSI IS MORE AGGRESSIVE THAN COKE.
SALES GRAPH HAVE GONE UP IN THE OUTLETS WHERE THE CO HAS INSTALLESD COOLERS OUTSIDE THE
OUTLET. THE COS NEW CONCEPT OF PRESELL IS DOING GOOD AS THE RETAILERS NOW GETS WHAT HE WANTS. ACCORDING TO A SURVEY 80% OF RETAILERS SOUNDED POSITIVE FOR PRESELL WHILE BALANCE 20% DID NOT. THE NEW PRODUCT MINUTE MAID DID HAD MARKET ACCEPTANCE THOUGH IT WAS PLACED WELL. THE COMPANY INTRODUCED 1.25 LTR PACK FOR SMALL OCASSIONS. AT TIMES RETAILERS COMPLAINS THAT THEY DO NOT GET THE COMPANYS ACTUAL SCHEME. THE RESPONSE TIME FROM THE CO DURING PEAK SEASON IS FAIRLY HIGH COMPARED TO OFF SEASON IN CASE OF RETAILERS. DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO THAT RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH SALE, DISCOUNTING & TRADE SCHEMES ARE EFFECTED.
RETAILERS NEED MORE SUPPORT FROM THE CO IN OFF SEASON THAN PEAK SEASON.
SUGGESTIONDISTRIBUTION SYSTEM SHOULD IMPROVE IN THE AREAS LIKE NAVEEN MARKET AND GWALTOLI. THE CO SHOULD MORE EFFECTIVELY HANDLE VISI COOLER COMPLAINTS. COMPANY SHOULD ENSURE , THE SCHEMES REACH THE RETAILERS. COOLER PURITY SHOULD BE TREATED AS A PRIORITY. OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING MORE SALE AND TO BE THE MARKET LEADER. THE SALES EXECUTIVE SHOULD MAKE ONLY THE
COMMITMENTS WHICH HE CAN KEEP OR FULFILL SO THAT THE MKT IS NOT DISTURBED. SIGNAGES SHOULD BE PUT ON MORE PROMINENT
LOCATIONS. FLORESCENT BOARD DISPLAYING LOCATION AND THEIR DISTANCES ON ROAD SHOULD BE USED HAVING COCACOLA BRANDING.
QUESTIONAIRE DECELARATION REFRENCES
QUESTIONNAIREQ1 Which brand of Cola Sparkling Drink (CSD) is preferred by customers, the most? a. Coke e. Fanta b. Thums Up f. Maaza c. Sprite d. Limca g. Any other
Q2 - Which is the most selling pack/SKU and why? a. 200 ml. b. 300ml. e. Any other c. 600ml. d. 350ml.
Q3 - What are the peak selling hours of this outlet? a. 10 am - 12am c. 6 pm - 9 pm b. 4pm - 6pm d. Any othere
Q4 - What is the maximum foot fall time of an outlet? a. 10 am - 12am c. 6 pm - 9 pm b. 4 pm - 6 pm d. Any other
Q5 - Do consumer prefer combo s ( what percentage) ? a. Yes ( ) b. No ( )
Q6 - How many combos are present at this outlet? a. Three e. None b. Five c. Seven d. Mor than seven
Q7 - Rate following services ( on a scale of 1 5, 1 being highest & 5 being lowest)? a. b. c. d. e. On time delivery Volume linked Marketing Support Range Availability Problem Resolution Consumer Promotions
Q8- Rate our services in comparison to other vendors on following parameteras : a. b. c. d. e. On time delivery Marketing support Range availability Problem resolution Consumer Promotions
Q9 - Are three any non KO products available at an outlet? If yes, please mention?
Q10 - Any improvement, you want in our services?
Q11 Which age group is associated with brands? a. b. c. d. 6 to 15 yrs. 16 to 25 yrs. 26 to 40 yrs. 4-0 to above ( ( ( ( ) ) ) )
Q12 What do you think about our new range? a. MMPO b. Fanta Apple Q13 Which type of promos do you want to run?
www.cokeiindia.com www.coca-colaindia.com www.oligopolywatch.com www.superbrand.com
PRESENTOR. E.D.S (EVERY DEALER SURVEY) DETAIL. QUESTIONAIRE.
MARKETING MANAGEMENT: 1.KOTLER AND KOTLER. 2.RAMASWAMI.