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A PROJECT REPORT ON THECOMPREHENSIVE STUDY
OFCCOOCCAACCOOLLAABBEEVVEERRAAGGEEPPVVTTLLTTDD
Submitted by:Tushar Verma
B.COM (HONS)ENROLLMENT NO.
A7004610054
Industry Guides name: FacultyGuideMr. Chitresh Tiwari Miss. Sana MoidMarketing Executive Manager
ABS, Lucknow
(SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULLTIME BACHELOR OF COMMERCE HONORS 2011-12)
AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH LUCKNOW
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DECLARATION
I hereby declare that I have carried out Summer Training Project on the
topic entitled Comprehensive Study of Coca Cola at Lucknow, Uttar
Pradesh.
I further declare that this project work is based on my original work and
no part of this project has been published or submitted to anybody.
TUSHAR VERMA
B.COM(HONS.)
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PREFACE
In summer the consumption of soft drinks is more due to hot weather in
this time chilled weather is needed everywhere and every body
irrespective of age difference. In the market peoples not only need water,
but they want same taste too. Here comes the need of soft drinks: it has
become an essential part of market as people like it in addition to the
bottles, now days packages of soft drinks i.e. Tin cans. Pet packs of i.e.
Litters canisters and dispensers are introduced to enhance the impact in
sales.
As an integral part as curriculum all B.com(Hons.) a participant are
required to undergo practical summer training in any industry for 6 to 8
weeks period. The main objective of this training is to supplement
theoretical knowledge with exposure to practical operator of an
organization or industry. Candidate tale much help from this training
when he get the job after completed the curriculum in this training
candidate get the better opportunity to in meet the Retailer conjurer,
whale sellers dealer by which candidates gain more and more information
about the market. By this practical Experience candidate confident level
is improved. Consequently we can say this training provide better
understanding of all functional areas of management skills.
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ACKNOWLEDGEMENT
The Research report will be incomplete without acknowledge giving mysincere, gratitude to all persons who have helped me in the preparation ofthis dissertation. First of all, I thank GOD ALIMIGHTY for the
blessings showered on me throughout this project work, which has helpedme in the successful completion of the training. I express our thanks toCoca cola Hindustan Beverages Ltd. for granting me the permission towork with the esteem organization. I am also thankful to Mr. AshutoshSharma (Sales Co-ordinator) and then to Mr. Chitesh Tiwari (MarketingExecution Manager) and then to Devendra Kumar (SE) and then toPankaj Chaudhary (Logistic Co-ordinator) of Coca cola HindustanBeverage Ltd. They guided and helped us in all possible ways they could,
at every stage of the report.
I would also like to thank all the Executives, distributors & staff of Cocacola who provided us all the relevant information and their kind support,on the basis of which this report has been prepared.
.
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CONTENTS
TOPIC PAGE NO.
INTRODUCTION6 COMPANY PROFILE- COCA COLA ..7 OBJECTIVE OF THE PROJECT
.14
DISTRIBUTION CHANNEL21 MARKET OF SOFT DRINK IN INDIA ..23 FINDINGS .26 RESEARCH METHODOLOGY ..64 SWOT ANALYSIS.80 RECOMMENDATION .83 BIBLIOGRAPHY 85 ANNEXURE - QUESTIONNAIRE 86
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Introduction
Modern age is full of competition. Today only way of success is your
continuous efforts towards the growing market needs and in satisfying
them. It is the marketer job to know what the market speaks i.e. the ever
changing needs of the customer through market research & adopt them
fruitfully. It is must for all the companies to make policies according to
the customers and the govt. Today to succeed for any organization has to
target its customer needs, to create a culture in the organization i.e.
market conscious & responsive to customer needs. Soft drinks industry
has become big business in India in recent years.
The soft drink business under went major change with the entry of PEPSI
and re-entry of COCA-COLA in India in the late 80s when Parley with
brands like Thumps, Limca & Gold spot was a clear leader. Coca-Cola
took up the product line of parley in 1993-94; today both brands are the
Indians favorite soft drinks.
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Company Profile Coca-cola (US)
Coca cola is a world leader in beverages, with revenues of about $35billion and over 180,000 employees. The company consists of the snackbusiness of Frito-Lay North America and the beverage and foodbusinesses of Coca cola Beverages and Foods, which includes Coca colaBeverages North America (Cola North America and Gatorade/TropicanaNorth America) and Quaker Foods North America. Coca-colaInternational includes the coffee businesses of Frito-Lay International andbeverage businesses of Coca-cola Beverages International. Coca-cola
brands are available in nearly 200 countries and territories.Many of Coca-cola brand names are over 100-years-old, but thecorporation is relatively young. Coca-cola was founded in 1923 throughthe merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998and PepsiCo merged with The Quaker Oats Company, includingGatorade, in 2001.
Coca-colaCompanyCoca-cola (formulated in 1898), Diet coke(1964)and Mountain Dew (Introduced by Tip Corporation in 1948).
KO is the world leader in the food chain business. It consists of manycompanies amongst which the prominent one is Pepsi cola, frito lay,Pepsi food international, pizza hut, and KFC and taco bell. The group ispresently into three most profitable businesses namely, beverages, snackfoods and restaurants. It has scores of big brand available in nearly 150countries across the globe.
The beverages segment primarily market Pepsi diet, mountain dew andother brands worldwide and 7UP outside the U.S. market. They are
positioned in close competition with Coca-Cola inc. of USA. A point tobe noted is that coca cola get 80% of its profit from internationaloperation while same figure of Pepsi co. stand at 6%, the segment is alsoin the bottling plants and distribution facilities.
The restaurant segment primarily consists of the operations of theworldwide pizza hut, Taco Bell and KFC. Long time no.2 player in
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the cola wars, Pepsi co. is widening the play field, over the lastyears; the company has invested more than $2billion in its worldwideoperations.
When Coca-Cola changed its formula in 1985, Pepsi stepped up its
competition with its long time archival claiming victory in the cola wars.Coke and Pepsi expanded their rivalry to tea in 1991 when Pepsi formeda venture with #1 Lipton in response to cokes announced venture with
nestle (Nestea) it has won over 30% of the ready to drink tea market, apart of the so called new age beverages segment.
The beverage industry has witness the phenomenal growth
over the last few years necessitating capacity increase and builds up
of commensurate infrastructure to meet the business growth, whichis accordingly matched.
PepsiCos success is the result of superior products, high
standards of performance, distinctive competitive strategies and the highintegrity of our people.
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Mission of the Company: Continuously excel to achieve and maintainleadership position in the chosen businesses; and delight all stakeholdersby making economic value additions in all corporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinksLtd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 wasthe time when 22 bottling plant operated in 13
States. In 1978 Coca-Cola withdraws Indian operations.
In 1992 KO resumes business operation in India in joint venturewith JMRPCO. After that KO acquires Parles brands (Thumps up, Limca,Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay,Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-First Greenfield plant opens in Ahmedabad.
Coca-Cola buys a no. of bottlers in India. Integration of allbottling units into 1 pans India Company bottler, HCCBPL in 1997-1999.
In july 2005 HCCBPL becomes a separate bottling entity (CBO)reporting in bottling investment group (BIG), Atlanta.
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BUSINESS SEGMENTS
The KO Group is divided into three-business segments- Beverage, Foodand Education. It has a leading market position in each of its threebusiness segments. Our balanced portfolio produced a solid businessperformance. Products and services, which look to the future, ensure thatwe will be well placed in growth markets.
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TYPES OF COOLERS
2 cacs 4 cacs. 7 cacs 9 cacs 11 cacs 20 cacs 30 cacs
OUTLETCLASSIFICATION
KOVPOSLAB
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KO VPO (ANNUAL) phy c/s
RATE LIST-2010
Brand BasicRate
Amt.Vat charge@ 12.5 %
Total
200 ML 149.33 18.67 168.00
300 ML 190.22 23.78 214.00SD 300ML
129.78 16.22 146.00
SD 500ML
224.00 28.00 252.00
600 ML 394.67 49.33 444.001.25
LTR
337.78 42.22 380.00
2 LTR 364.44 45.56 410.00DT 330ML
444.44 55.56 500.00
330 ML 444.44 55.56 500.00KIN500ML
144.00 18.00 162.00
KIN 1LIT
97.78 12.22 110.00
(phyc/s)
DIAMOND >800GOLD 500-
799SILVER 200-499
BRONZE
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OBJECTIVE
The objective of my training is survey in ALAMBAGH andCHARBAGH (A&B Routes) in order to find out Market Share Of Coca
Cola And Channel Of Distribution it means we have to find that what is
the market share of coca cola in the market and what is the market share
of his competitor Pepsi and we have to find that customer take coca cola
brand from company vehicle or from dealer.
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Coca-Cola entry in India
Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure
drinks Ltd. In 1951 Bombay plant opens, also operated by pure drinks
Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973
was the time when 22 bottling plant operated in 13States. In 1978 Coca-
Cola withdraws Indian operations.
In 1992 KO resumes business operation in India in joint venture
with JMRPCO. After that KO acquires Parles brands (Thumps up, Limca,
Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay,
Calcutta and New Delhi. In 1996 Can, PET plant started in pune. 1998-
First Greenfield plant opens in Ahmedabad.
Coca-Cola buys a no. of bottlers in India. Integration of all
bottling units into 1 pan India Company bottler, HCCBPL in 1997-1999.
In July 2005 HCCBPL becomes a separate bottling entity (CBO)
reporting in bottling investment group (BIG), Atlanta.
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HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit
growth inspite of the sign of relief heaved by the manufacture at the
abrupt sensational termination of coca cola monopoly the tastes of cola is
by no means extinguished the coca. Cola have a status symbol to it...,
generated by the sub standard, penetrated, advertising and extensive
distribution network.
Total soft drink segment is growing at the rate of 10% per year still if
international standard area considered the per capita consumption of three
serving in rock bottom, less than even our neighbors Pakistan and
Bangladesh, where it is four more as much. So with kind of a market
potential coke entered in India in 1991 after the permissions of setting up
Britico Food company to coke was granted by the government in Pune in
1992 the plant was established for is deducted then the bottle are taken
out of the line and cleaned again or rejected.
The most important step is the mixing of drink concentrate dissolved in
the soft water the sugar syrup at the same time. Carbon dioxide is passed
in the drink to produce a fizz.
After the crowing of the bottle the crown contains the manufacturing data
batch number and Time.
After crowing the bottle, the bottle comes again at checking screen for
checking the bottle.
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THE PRESENT POSITION OF COKE IN INDIA
Coke is a house holds name and is the lips of every one. In present time
every person knows the name of coca cola since India is one of biggest
market and sultry summer from March the end of October and huge
population has immensely helped in the sales the sales of coke in India
and its making it more economical.
Last years, the market share of Coca Cola was not specific. In this year
companys top management adopted new policy and decreased the rate of
all brands of coke. By this decision top management determined the rate
of 300 ml / 7Rs. And they made a new brand of 200 ml determine the rate
of this brand 5Rs. By which medium size family and lower level family
can be taken the enjoy of coke. By this decision companys marketing
share has been increased.
In present time coke is captured approximate 70% market share in cold
Dinks line. Now coke has defeated all the soft drinks company.
According to service and according to advertising coke has appropriate
position.
It has now emerged as the winner and has a good image in the market.
Coke has even sponsored the wills cricket world cup 96 at an estimated
cost of 26 corers.
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ORGANIZATION STRUCTURE
Coca-Cola Hindustan Beverage Ltd.
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DISTRIBUTION CHANNEL
Distribution means supply of goods from company to its ultimate user.
After manufacturing the product the important work for the is to provide
its goods to its ultimate user at the right time and when manufacturing
process has been over. Than marketing work will be start by the
marketing Department adopt the policy for providing goods to the
consumer at the right time and place. Distribution means the way bewhich the product reach to the hand of consumer these all process comes
under the Distribution of Network. Good distribution network is essential
for more sailing and customer satisfaction. If customer or retailer is not
satisfy of your distribution net work. It reflect that companys
Distribution is not good and some thing is wrong any when.
The Distribution of Coca Cola of best. Company dont want to take any
type of risk so they have made the distributor in different 2 areas.
Distributor take the flavors from the company and deposit all the payment
in advance by this process company get all the money at the right time.
Distributors establish all the goods in bare house company are appointed
2 or 3 executive for marketing. Executives are getting the salary from
company. But sales man helper, loader, appointed by the Distributor.
Distributor is liable to give the salary to the sales man helper; loader and
clerk the sales man do the work under the pressure of Executive.
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From the bare house company launch the flavors in the market. The
flavor reaches in the market to the retailer by two medium.
1)By the company vehicle
2) Dealer
Company vehicle and dealers both provided the flavors to the Retailer.
Retailer sales the flavor to the consumer. This is the good marketing
strategy.
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SOFT DRINK MARKET IN INDIA
Today India is one of the most potential markets, with population of
around 900 million people, the Indian soft drinks market was only of 200
cases per year. This was very low even compared to Pakistan and
Philippines. Population and potential market are two major reasons for
major multinational companies of entering India. They feel that a huge
population coupled with low consumption can only lead to an increase in
the soft drink market. Another increase in the sale of soft drinks in the
scorching heat and the climate of India, which is suitable for high sale ofsoft drinks. All these factors together have contributed to a 30% growth
in the soft drinks industry. If the demand continues growing at the same
rate, within two years the volume could touch 1 billion cases. All these
factors are the reasons for the entry two giant of the soft drink industry of
the world to enter the Indian market. These two giants Pepsi and Coca-
Cola, Themselves share 96% of the soft drink market share. Rest isshared by Cadburys Schweppes, Campa Cola and other soft drink
brands. But was the scene same 20 years ago? The answer is No. 1970
was the year of pure soft drinks Campa cola and Parle people (Thumps up
and Limca).
Soft drink consists of a flavor base, sweetener and carbonated water. In
general terms non-alcoholic drinks are considered as soft drinks this name
soft drink was given by Americans as against hard which is mainly
alcoholic.
The major participants involved in the production and distribution of soft
drink are concentrate and syrup producers, bottlers and
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Retail channel. Concentrate producers manufacture basic soft drink
flavors and retail channel refers to business location that tells or serves
the products directly to consumers.
Soft drink is not a product, which a person plans to buy before hand, but
is an impulse purchase. Lots of sale depends upon the strength of
merchandizing done at the point of sale.
It all begin in 1977, a change in government at the center led the exit of
coca-cola which preferred to quit rather to dilute its equity to 40% in
compliance with the Foreign Exchange Regulation Act (FERA). The first
national cola drink to pop up was double seven. In the meantime, Pure
Drinks, Delhi on cokes exit, switched over to Campa Cola.
The beginning of 1980s saw the birth of another cola drink, Thumps up,
Parle the Gold spot people, launched it in 1978-79, as Refreshing Cola.By the mid-eighties Mc Dowells launched Thrill, and by the late eighties
there was Double Cola, which entered in India market, as a NRO-run out
fit with its plant in Nasik { Maharastra }, in 1978 Parle, Indian soft
drinks market (share 33%) with its gold spot and Limca brands. Later
Thumps Up also started Thumps Up. At the same time the threat to the
Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market
was valued at Rs. 40 corers and grew at the rate 20%.
Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft
drink market { i.e. 5 Parle Export brands of Thumps Ups Limca Gold
spot, Citra & Maaza }.Today the scene has changed making it a direct
battle between two giant Coca-Cola and Pepsi. The picture will becomeclearer by looking at the India market shares in the beverage industry.
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One of the strongest weapons in Coke armory is the flexibility it has
empowered its people with. In Coke every employee, may he be a
manager or salesman, have an authority to take whatever steps he or shefeels will make the consumers aware of the brand and increase its
consumption. Thus Coke believes in establishing and nurturing
creditability of the salesman and making commitment to grow business in
accounts. All these factors together led to a high growth in the Indian
market and constantly increasing market share.
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COMPETITIVE ARENA
The soft drink market all over the world has been witnessing a neck to
neck battle between the two major players, Coca-Cola and Pepsi since the
very beginning. The thirst quenchers are trying hard to have the major
chunk of the pie of carbonated soft drink market. Both the players are
spending their energies in building capacity, infrastructure, promotional
activities etc.
Coca-Cola being 11 years older than Pepsi has dominated the scene in
most of the soft drink markets in the world and enjoying leadership in
terms of market share. But the Coca-Cola people are finding it hard to
keep away Pepsi, which has been narrowing the gaps regularly. The two
are posing threats to each other in every nook and corner of the world.
While Coca-Cola has been earning most of its bread and butter throughbeverage sales, Pepsi has a multi products portfolio with some portion
from the same business.
The two warriors are face to face once again here in India with different
strategies and tactics to attack the rival. Coca-cola is focusing upon the
joint ventures with the existing bottlers { fobo } franchise owned bottling
operations to enhance its control on manufacturing and marketing of its
products range and attain the quality standards of its class.
Countering it Pepsi has taken the battle in its own hands by floating as
investment of $ 95 billion to set Pepsi Company. India holdings, as
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subsidiary for {cobo} company owned bottling operations. Both the
companies are following different path to reach the same destiny i.e. to
fetch the bigger portion of aerated soft drink market. Both consider India
a huge potential market, as per capita consumption here is a mere 3
serving annually against the world average of 80. Therefore, they are
putting in their best efforts to woo the Indian consumer who has to work
for 1.5 hours to buy a bottle of soft drink. In comparison to the
international norms minutes, a major hurdle to cross over for both the
athletes for getting no.1 position comparison to the inter. Coca-cola is
well set with its 53 bottling sites through out the country giving it an edge
over competition by processing a well-built bottling and distribution set-
up. On the other hand, Pepsi, with two more years in india, has been able
to set an image of a winner in India and has been able to get the pulse of
the India soft drink market. The soft drink giants are leaving on stone
unturned and her for the long terms.
Coca-cola has been penetrating the market through its wide product range
with a determination to change consumption pattern
of soft drink in India. Firstly, they upgraded the whole industry by
introduction 300 ml bottles, which in turn had given the industry a
booming growth of 20% as compared to the earlier 5%. They want to
develop a coca culture here and are working on a strategy to offer soft
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drink in every possible package. In coca-cola camp, the idea of
competition has not come from Pepsi, but from the other beverages such
as tea, coffee, nimbu pani, water etc. Pepsi is quite aggressive in its
approach to Indian consumer. They are desperately working on the
strategy to be winners in the hot cola war between two big barons.
According to Pepsi philosophy, its the madness that encourages
executive to think, to conjure up those creative tactics to knock the fizz
out their competition. Pepsi had plumbed a large on the visibility of its
blue red and white logo. They have been going with aggressive marketing
by putting Amir Khan, Akshay Kumar and their advertisement to
endorse their brand, the role models for its targeted consumer the
teenagers. They have increased the fizz in the market place by
introducing the dispensers called fountain Pepsi and has been enjoying a
lead over its rival there.
Coca-cola on the other hand, has been working on the saying slow and
steady wins the races side by retailing to every more of its competitor.
They have procured the shield of thumps up with a handsome market
share in Indian soft drink market.
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Countering Pepsis international commercial that used two chimpanzees
to cock a snoop at coke, thumps up come with the ad line, dont be
Bandar, and taste the thunder. Also thumps up has been positioned now
very near to that young image of Pepsi and giving it a though time.
These cool merchants have put everything on fire. It coke got the status of
the official drink of wills. World cup, Pepsi blushed as nothing official
about it. As thumps up projected as saaree jahan se achcha Pepsi was
passionate enough with freedom to be and now the yeh dil mange
more when thumps up came with thunder blast, the other offered Pepsi
stuff card. If red is meant for coke, Pepsi has chosen to be blue.
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COKES MARKETING STRATEGIES
Coke decides on its marketing strategies at a national level and lends
them a local flavor. For example, while festival mood plays a strong role
in marketing, it is activated for Durga Puja in Calcutta, Dandiya in
Gujarat, etc., Coke has its focus on the youth market in India.
As a first step toward catching the attention of the youth, coke signed on
cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started
talking about youth passions like cricket, films, festivals and food. Soon
the advertisements started giving the message, Eat Cricket, Sleep
Cricket, Drinkonly Coca-Cola And now it has started modifying film
hits to frame catch lines that appeal to the youth. This particular strategy
has worked well for coke.
Coke is focused on distribution to ensure that its products are within
customers reach. And it saves its focus has begun to pay it dividends. As
per mid-1998 figures coke is selling as many bottles in the hinterland of
Punjab as it does the four metros.
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THE FUTURE OF COCA COLA
While doing business overseas offers coke wonderful growth
opportunities it also has its own disadvantages. The economic slowdown
in various overseas markets and the strong dollar had their impact on
coca-cola revenues and bottom line in 1998. But the company optimistic
about the future.
M Douglas Investor, the Chief Executive Officer of the Coca-Cola
Company says, This past year 1998 has been a challenging period for
the Coca-Cola Company as economic environment became more
uncertain in the later part of 1998, we strongly believe that our
fundamental opportunities for long term growth have not changed.
As long as maximization of share holder wealth remain Cokes focus for
its future is assured Goizueta had stated and proven to the world that
focus on shareholder wealth does more good to the company than focus
on revenues and it is not that coke does not enjoy volumes for it is
worlds No.1 soft drink manufacture. It is not content with this title and is
aiming at higher volumes year after year. Surely coke will continue to
grow. Point on Roberto had reduced the company basically to its
trademark and the returns are so astronomical as to be off the boards. It
just absolutely added a jet engine to their performance.
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COCA COLA GLOBALIZATION STRATEGIES
The coca-cola company is global player and approximately 70 % of its
volume and 80 % of its profit come from outside the United States of
America. Although it was perceived as a standardized brand across the
world, coca-cola had been quietly fine turning its international marketing
strategies to suit the needs of individual national markets. Only the brand
coca-cola, sprite and fanta were marketed globally. In Latin America and
Europe, where a heavy consumer preference existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and
flavors to cater the needs of different countries. In ei salvador and
venezuela, a version of fanta called fanta kolita a cream soda type of
drink became extremely popular. Similarly, in indonesia coke had been
selling pineapple and banana limca, maaza and thumps up in 1993.
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A 100 YEARS OF THE CURVY GLASS BOTTLEOF COCA COLA
Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899
Chattanooga; Tenn. where its first bottling plant was started 100 year ago
by two men struck one of the most lucrative business deals in US history.
Joseph whitehead and benjamin thomas offered coca-cola company
owner asia candler a dollar for the right to bottle soft drinks in 1899.
Today 1 billion soft drinks are sold each day in more than 200 countries
around the world.
Candler had purchase what would become the cola company for $2,300
eight years earlier from john pemberton, an atlanta phamacist who
astonished the world.
Candler though the bottling venture would never succeed, but he signed
the contract with white head and thomas any way, and the rest is
history, bob lovell, vice president of marketing for coca-cola bottling
company. United inc., said in telephone interview from chattanooga.
Lovell said thomas had seen cuban fields hand drinking pina fria a
pineapple beverages, from bottles while he was
Stationed in Cuba during Spanish American war. When he returned to
Chattanooga, he decided to pitch the idea of bottle soft drinks to coke,
which was then sold only as a fountain beverage.
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it occurred to him that coca-cola in bottles would be very popular,
Lovell said, Mr. Candler did not see any future in it because the
containers were not sound, but thats how it all came about. Thomas and
whitehead promised to pay one dollar for the right to bottle coca-cola, but
legend has it that no money changed hands.
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PROMOTION : THE COCA-COLA WAY
Goal for the 90s
TO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE.
Consumer activity clusters:-
Grocery shopping Other shopping & services Eating and drinking Entertainment / Recreation / Leisure Travel / Transportation / Hospitality Educational At Work
The 3As:-The strategy for reaching in creasing numbers of consumers in India is
based on the belief that consumers will buy our products it they are
Available, Affordable and Acceptable.
Strategies for the 3As
Focus on the consumer and customer. To provide quality customer services, and caring about the quality of
performance in respective jobs.
Caring enough about what we do, to it the best we know how.
The 3As is Coca-Cola underlying strategy for meeting its goal to reach
increasing numbers of consumers. How does coke position its limited
resources to help meet its good? Let us explore the specific ways in
which the Coca-Cola system addresses each of the 3As:-
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DISTRIBUTION IN THE COCA-COLA SYSTEM
Getting Products to Market
One of the values of the coca-cola system is presence that coca-cola
should exist everywhere. In the words of former CEO-India operations
Richard Nicholas, Our goal is to have coke available within an
arms reached of desire. To fulfill this goal, coca-cola not only
produces products, but also has an effective system to distribute them all
over India.
Distribution
Distribution sales + delivery + merchandising + local account
management.
Distribution of Cokes products includes the activities of sales, delivery
merchandizing and local accounts management. These are two major
types of distribution systems:-
(i) Direct and IndirectIn direct distribution, the bottler partner direct control over the
activities of sales, delivery, merchandizing and local account
management.
In indirect distribution, an organization which is not a part of the
coca-cola system has control of one or more of the distribution
elements (sales, merchandizing and local accounts managements).
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With direct distribution there are two types of sales:-
Advanced sales and conventional sales.
In conventional sales, all the distribution activities (Sales, Delivery,
Merchandizing and Local Accounts Management) are performed by thesame persons.
In advanced sales, sales and delivery are performed by different people
within the coca-cola system.
Difference between a customer and a consumer.
a consumer is some one who drinks coca-cola products. A customer is a business location which sells or serves coca-cola
products to consumers.
Merchandizing
One the products are delivered to the customers they are promoted at the
point-of-purchase to maximize the companys sales opportunities,
merchandizing involves looking at the presentation of the products
through the eyes of the consumers. It is an on-going process that help the
company present its products properly to the consumers in the market
place for instance, is the display attractive? Are the product neatly
organized.
Presenting the products
Coca-cola presents its products for sale in four different ways. They are
as follows:-
Secondary display Coolers Vending machines Post mix / pre mix
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Indias relationship with coca-cola
Just after independence, the maharaja of patiala oversaw his coca-cola
hoarding from his huge, ornate palace, coca-cola export representative
frank harrold, was awed by the maharajas opulent life style. In 1993 aftercoca-cola returned to India after a 16 year absence (George fernandes
threw the company out of the country in 1977 on the pre text that it had
refuse to divalge its formula to indian officials), ceo of the coca-cola
company, robes to boirueta salivated over a virtually untapped market of
840 million people.
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TECHNIQUE INVOLVED IN DEFINING PROBLEMS
OBSERVE THE PROBLEM
Under this investigate by own observation without interview is the
respondent. This also adopted by me by observation data can be
collecting more correct. It is depend upon ability of investigator.
COLLECT THE PROBLEM
After collecting the data I considered that what the problem is for the
company and when company ants to know his weakness.
ANALYSING THE PROBLEM
After collecting the problem I analysis the problem such as how many
problems are general and how many are different from others and how
many problem is considerable and solvable.
TAKE SOLUTION
After analyzing the problem I sow that 90% problem was general and I
found 20% problem personal and I was found 10% problem as Genuine
which is considerable and soluble. General solution solve the journal
problem remaining 10% problems solution we found and then after we
implement the solution.
APPLICATION OF SOLUTION
After founding the solution we apply the solution and satisfy the
customer & consumer.
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GUIDELINES FOR CONSTRUCTINGQUESTIONNAIRE / SCHEDULE
The researcher must pay attention to the following points in constructing
an appropriate and effective questionnaire or a schedule:
(1) The researcher must keep in view the problem he is to study for itprovides the starting point for developing the Questionnaire /
Schedule. He must be clear about the various aspects of his
research problem to be dealt with in the course of his research
project.
(2) Appropriate from of questions depends on the nature ofinformation sought, the sampled respondents and the kind of
analysis intended. The researcher must decide whether to use
closed or open-ended questions. Questions should be simple and
must be constructed with a view to their forming a logical part of a
well thought out tabulation plan. The units of enumeration should
also be defined precisely so that they can ensure accurate and full
information.
(3) Rough draft of the Questionnaire / Schedule be prepared, givingdue thought to the appropriate sequence of putting questions.
Questionnaire or schedules pervasively drafted (if available) may
as well be looked into at this stage.
(4) Researcher must invariably re-examine, and in case of need mayrevise the rough draft for a better one. Technical defects must be
minutely scrutinised and removed.
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MAAZA
YAARI-DOSTI TAAZA MAAZA.
WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDEDCALCIUM, MAAZAS TAGLINE, YAARI-DOSTI TAAZA
MAAZA MEANS FRIENDSHIP MOMENTS WITH FRESH
MAAZA IN HINDI.
MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NON-CARBONATED MANGO FRUIT DRINK. IT WAS ACQUIRED BY
THE COCA-COLA COMPANY IN 1993 AND IS CURRENTLYAVAILABLE IN THREE FLAVORS, MANGO, PINEAPPLE AND
ORANGE, PLUS ADDED CALCIUM.
MAAZA MANUFACTURING UNIT IS LOCATED INNAJIBABAD WHICH IS DELIVERING IN ALL OVER
WESTERN AND EAST U.P. THROUGH THAT NAJIBABADMANUFACTURING UNIT BECOME MAAZA IS A FIFTH
LARGEST SELLING BRAND OF COCA-COLA. MAAZA HASMANGO FRUIT TEST ITS FLAVOUR INTRODUCING BEFORE
SLIECE PEPSI COPY ITS.
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SPRITE
CLEAR, CRISP, REFRESHING
INTRODUCED IN 1960, SPRITE IS THE WORLDS LEADINGLEMON-LIME FLAVORED SOFT DRINK. SPRITE IS SOLD IN
MORE THAN 190 COUNTRIES AND RANKS AS THE NO. 4SOFT DRINK WORLDWIDE, WITH A STRONG APPEAL TO
YOUNG PEOPLE.
MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITSCRISP, CLEAN TASTE THAT REALLY QUENCHES YOUR
THIRST. BUT SPRITE ALSO HAS AN HONEST,STRAIGHTFORWARD ATTITUDE ABOUT THINGS THAT
SETS IT APART FROM OTHER SOFT DRINKS. SPRITEENCOURAGES YOU TO BE TRUE TO WHO YOU ARE AND TO
OBEY YOUR THIRST.
ACCORDING TO SURVEY FOR IT HAS FOUND OUT THATSPRITE IS A LEMON-LIME FLAVORED SOFT DRINK. I
ASKED ABOUT SPRITE BRAND THEN I FOUND OUT THATWHEN NOT AVAILABLE LIMCA BRAND OF RETAIL OUTLET
THEN CUSTOMER OR CONSUMER DEMAND TO SPRITE
BRAND THROUGH ALL OVER REGION SURVEY GONE ONSTATEMENT SPRITE IS FOURTH LARGEST SELLING BRAND
OF COCA-COLA IN GHAZIABAD.
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THUMS UP
STRONG COLA TASTE, EXCITING
PERSONALITY
A THUMP UP IS A LEADING CARBONATED SOFT DRINK ANDMOST TRUSTED BRAND IN INDIA. ORIGINALLY
INTRODUCED IN 1977, THUMPS UP WAS ACQUIRED BY THECOCA-COLA COMPANY IN 1993.
THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE AND
CONFIDENT, MATURE AND UNIQUELY MASCULINEATTITUDE. THIS BRAND CLEARLY SEEKS TO SEPARATETHE MEN FROM THE BOYS.
ITS TAG LINE SAYS IT ALL: THUMPS UP, I WANT MYTHUNDER.
THUMPS UP IS A NUMBER ONE LARGEST SELLING BRANDOF COCA-COLA IN GHAZIABAD REGION URBAN AREA
ONLY IN GHAZIABAD RURAL AND SEMI-URBAN AREAS ARESECOND LARGEST SELLING BRAND AFTER PEPSI BECAUSE
THEY ARE AWARE THUMPS UP BRAND THAT WHAT HASEXTRA ENTITY IN THUMPS UP.
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DIET COKE/COCA-COLA LIGHT
DIET COKE WAS BORN IN 1982 AND QUICKLY BECAME THE
NO. 1 SUGAR-FREE DRINK IN DIET-CONSCIOUS AMERICA.
KNOWN AS DIET COKE IN THE U.S., CANADA, AUSTRALIA
AND GREAT BRITAIN, AND AS COCA-COLA LIGHT INOTHER
COUNTRIES, ITS NOW THE NO. 3 SOFT DRINK IN THE
WORLD.
ITS THE DRINK FOR PEOPLE WHO WANT NO CALORIES,
BUT PLENTY OF TASTE. AD CAMPAIGNS AROUND THE
WORLD FOR DIET COKE SHARE A PLAYFUL,
SOPHISTICATED AND SEXY ATTITUDE. VISIT OUR
AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET COKE
NORTH AMERICAN AD CAMPAIGN CELEBRATES THE REAL
AND HUMAN ATTRIBUTES THAT MAKE PEOPLE ALLURING
IN THE EYES OF OTHERS.
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COCA-COLA
COCA-COLA IS THE MOST POPULAR AND BIGGEST-SELLING SOFT DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN THE WORLD. CREATED IN ATLANTA,GEORGIA BY DR. JOHN S. PEMBERTON, COCA-COLA WASFIRST OFFERED AS A FOUNTAIN BEVERAGE BY MIXING
COCA-COLA SYRUP WITH CARBONATED WATER.
COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887AND BY 1895 COCA-COLA WAS BEING SOLD IN EVERY
STATE AND TERRITORY IN THE UNITED STATES. IN 1899,THE COMPANY BEGAN FRANCHISED BOTTLING
OPERATIONS IN THE UNITED STATES.
TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERYPART OF THE WORLD. THE COCA-COLA COMPANY HAS
NEARLY 400 BEVERAGES IN ITS PORTFOLIO.
TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERYAREA OF GHAZIABAD REGION EARLY BECAUSE COCA-COLA IS A LARGEST NUMBER ONE BRAND AMONG ALLSOFT DRINK BRAND SO ITS KNOWN AS THAT THUNDAMATLAB COCA-COLA THAT IF I WOULD LIKE DRINK
THUNDA ONLY COCA-COLA.
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FANTA
A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WASACQUIRED BY THE COCA-COLA COMPANY IN 1960. FANTA
ORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT
70% OF SALES, BUT OTHER CITRUS AND FRUIT FLAVORSHAVE THEIR OWN SOLID FAN BASE.
CONSUMERS AROUND THE WORLD, PARTICULARLYTEENS, FONDLY ASSOCIATE FANTA WITH HAPPINESS AND
SPECIAL TIMES WITH FRIENDS AND FAMILY. THISPOSITIVE IMAGERY IS DRIVEN BY THE BRANDS FUN,
PLAYFUL PERSONALITY, WHICH GOES HAND IN HANDWITH THE BRIGHT COLOR (PARTICULARLY ORANGE),
BOLD FRUIT TASTE, AND TINGLY CARBONATION.
FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN,ITALY AND ARGENTINA. FANTA DISTRIBUTION WAS
INCREASED IN THE U.S. IN 2001 WITH THE RETURN OFFOUR FLAVORS: ORANGE, STRAWBERRY, PINEAPPLE AND
GRAPE. ORANGE, THE BIGGEST SELLER, IS NOWAVAILABLE IN MOST OF THE COUNTRY.
DIET COKE
THE EXTENSION OF COCA-COLA NAME BEGAN IN1982 WITH THE INTRODUCTION OF DIET COKE(ALSO CALLED COCA-COLA LIGHT IN SOME
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COUNTRIES). DIET COKE QUICKLY BECAME THENUMBER ONE SELLING LOW-CALORIES SOFTDRINK.
LIMCA
THIS IS THIRST-QUENCHING BEVERAGE FEATURES
A FRESH AND LIGHT LEMON-LIME TASTE ANDLIGHTHEARTED ATTITUTE. THE LIMCA BRANDWAS INTRODUCED IN 1971 AND ACQUIRED BY THECOCA-COLA COMPANY IN 1993.
KINLEY WATER
THIS IS THIRST-QUENCHING BEVERAGE FEATURES
FRESH THE FRESH WATER WITH THE SATURATEDOXYGEN LEVEL.
SUNFILL
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THIS IS THIRST-QUENCHING BEVERAGE FEATURESA FRESH AND LIGHT ORANGE TASTE ANDLIGHTHEARTED ATTITUDE.
VANILA
IT IS AN ICE CREAM IN TASTE.LAUNCHED IN2004.
MMPO
IT IS THE ORAGE JUICE FLAVOUR. IT WASLAUNCHED IN 2008. IN THIS YEAR IT REACHES ITSHIGHEST SALE.
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0
5
1015
20
25
30
35
Price Test Availability Packaging Others
REASON FOR HIGH DEMAND OF
COKE
Interviewing is an art and one learns it by experience. However, the
following points may be kept in view by an interviewer for eliciting thedesired information:
(1) Interviewer must plan in advance and should fully know theproblem under consideration. He must choose a suitable time and
place so that the interviewee may be at ease during the interview
period. For this purpose some knowledge of the daily routine of the
interviewee is essential.
(2) Interviewers approach must be friendly and informal. Initiallyfriendly greetings in accordance with the cultural pattern of the
interviewee should be exchanged and then the purpose of the
interview should be explained.
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(3) All possible effort should be made to establish proper rapport withthe interviewee; people are motivated to communicate when the
atmosphere is favourable.
(4) Interviewer must now that ability to listen with understudyingrespect and curiosity is the gateway to communication, and hence
must act accordingly during the interview. For all this, the
interviews must be intelligent and must be a man with self-restraint
and self discipline.
(5) To the extent possible there should be a free-flowing interview andthe questions must be well phrased in order to have full
cooperation of the interviewee. But the interviewer must control
the course of the interview in accordance with the objective of the
study.
(6) In case of big enquiries, where the task of collating information isto be accomplished by several interviewers, there should be an
interview guide to be observed by all so to ensure reasonable
uniformity in respect of all salient points in the study.
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SALESMEN
Conventional Route Salesmen carries ready stocks in vehicles and sells it to
retailers on his route. Characteristics of conventional routes:
Salesman visits the outlets without a proper PJP Has the responsibility of driving which includes following traffic rules ,
finding place to place to park in congested market places , sell the
products
And collect cash & glass.
Communicates schemes and handles cash himself which given him theopportunity to manipulates with discounts.
Salesman is un-educated, with his primary qualification being a drivinglicense.
Very low vehicles capacity utilization. Companys span of control till distributor SKUs loaded on truck is only an estimate leading to shortage in
brand/packs in the market.
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WHAT IS PRE-SELL?
Pre-sell A selling technology in which the selling process has two distinct
parts:
Generating order selling the order and delivering the pre-sold order .It
segregates the front-end and back-end process of selling.
Works on a proper beat with a defined PJP. A pre-seller focuses on taking orders in advance after activating the outlet
.Therefore eh has dedicated time for effectively selling schemes and
promotions and
Carrying out his executing an outlet responsibility.
Back-end activities like invoicing, delivering stocks, collecting cash &glass are carried out by others.
Delivery vehicles are loaded as per the orders, leading to very highcapacity utilization & negligible shortage of brand/pack to the retailer.
Company gets control over retailer. Retailer is sure that hes getting the complete discount. Higher Distribution ROI.
WHY PRE-SELL?
Improved execution Reduced manpower through better utilization of MD resources Increased vehicle utilization (90%+) Reduced costs Improved BPPC Control-Focus on profitable packs and right BPPC
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.
PRE-
REQUISITES FOR LAUNCHING PRE-SELL
1. DAS operation is a must.2.EDS/outlet list by current route/salesman to be prepared with RED
outlets marked.
PRINCIPLES1. Pre-Seller can be a current Route salesman or a market
developer.
2. All pre-sellers are hired by HCCB & paid through a 3rd party.3. Pre-seller will be responsible for:
RED outlets = Execution + Volume. Non RED outlets =Volumes
4.Depending on the town/area/locality, pre-seller will be allocatedtwo/three beats each, with a frequency of 3x/2x per outlet.
5. Will cover 30 outlets in one beat using Beat Planning Format6. Pre-billed orders leave the depot/distributor go down.7. Pre-sell to work on specific geography rather than specific outlets.
IMPLEMENTING PRE-SELL METHODOLOGY
RE-Organizing the routes
1. List all outlets. The listing will provide all the necessaryinformation.
2. Identify outlets that should be on Pre-sell beats & formgeographical clusters.
3. Convert these clusters into Pre-sell beats , using the beatplanning format
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4. Prepare walking order Route Plan for Pre-sellers for thebeats assigned to him.
5. And Remember to ensure: One Pre-sell beat should have 30-35 outlets. Check available time through the beat planning
format.
ASSIGNING MANPOWER
For Pre-sell we need the following:
1. Pre-Seller for generating the order and market execution. There will be only one cader called PRE-
SSELLER which is either salesman or MD
converted to this role .
2. Drivers (delivery salesman) & helpers for supplying orders.3. MDs for executing RED outlets on conventional routes.4. For DSD one person at depot to take orders from Pre-sellers
and billing.
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BUILDING BACK-END SUPPORT
1. DELIEVERY PROCESS 1 cluster of 3-4 pre-sellers. Volume & no. of outlets for every cluster will be
derived.
2. VEHICLES Collect and analyses data related to vehicles
utilization over a period of 6-8 months after Pre-sell
is launched.
Re-align the fleets as per the analysis.
TRAINING OF PRE-SELLERS
Training for MD, Pre-sellers must cover how to takeorder, and suggestive selling after executing the outlet.
Training for salesman Pre-sellers must include how toexecute an outlet before taking orders through
suggestive selling.
Training will be first organized for MD converted Pre-sellers. The Salesman converted Pre-sellers will be
trained later on.
PHASING OUT THE ROUTES/DISTRIBUTORS FOR
LAUNCH
Communicating about Pre-sell in the RIGHT. Do not encourage Pre-sellers to initiate talk about Pre-
sell with retailers because they not be able to handle
queries well.
STLs/S.Trainers / ASMs / ACDM MUST accompanyPre-sellers during the launch.
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This should be the way forward for at least allimportant markets / retailers to reduce chances of
resistance from the trade.
Plan the phasing as per the number of STLs / trainersyou have.
MEASURING PRE-SELLERS PERFORMANCE
Performance to be measured on following parameters:
RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell.
This needs to be checked to ensure that in course ofpursuing volume targets; market execution is not left
out which is very important key to our business.
Volume achievements & growths vs. targets. Productivity.No. of bills cut in a week vs. potential
Formula-Actual bills cut per week/ (No. of retailers X3)
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CAUTION
1. There might be cases where in some retailers returnstock due to various reasons :-
Does not have money. Father gave the order but son present at shop
during delivery of stocks.
Estimated the order wrongly now wants tochange the stock.
But the world of caution is thatplease dont moveback to conventional route
2. Make deliveries through clubbed orders and do notallocate a vehicle for every MD. Even if that is done in
the beginning, swap the salesman.
VISION
The long term vision of Coca-Cola in India is toprovide exceptional strategic lead to the Coca-
Cola in India.
Through Coca-Cola system resulting inconsumer & customer preference and loyalty
through Coca-cola is commitment to them and
in a highly profitable Coca-Cola Corporate
branded beverage system.
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MISSION
The mission of Coca-Cola in India is:
Increase in shareholders value over time. To achieve the above by working with business
partners to deliver satisfaction and value to
customers through world wide system of
superior brand and services thus increasing
the brand equity.
To achieve the mission the company seeks thecontribution from each of the given areas:-
1. People working in the company.2. Commitment of the company.3. Goals & objectives of the company.4. Environmental polices.5. Internal control.
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COCA-COLA BEVERAGE PVT. LTD
In the network of the Coca-Cola system, Coca-Cola has either of the two bottlingoperation done for the company.
1. COBO (Company Owned & Operated BottlingOperation).
2. FOBO (Franchise Owned & Operated BottlingOperation).
After 1993, when Coca-Cola re-enters India market, done a lot of changes inexisting system of soft drink market prevailing in India, by acquiring the majorbrands and the bottling operations from Parle. After this company founded someof its own bottling operation in India.
In year 1997, company did a major investment of $700 million in India bypurchasing other bottling operations, all around India and introduces newtechnology in them. These bottling plants are called Company Owned andOperation Bottling Operation. Company has full ownership and operationalright for these types of operations. The other type of bottling operation for thecompany are called Franchise Owned and Operated Bottling Operation, to these,the company has given the right to produce the product for the company and tosupply with the territory assigned by the company. Company has no ownershipor operational right/ control over these.
In India Company have 26 COBO and 14 FOBO operations for the productionand control of the whole operation in India. These are divided in to various zonesthat are given in the marketing mix section of this report.
Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras inIndia, second largest plant is Dasna, and the largest one is in Bangalore. Hathrasplant has 3 RGB filling lines. The RGB line operating at mechanical efficiency of
90 % . Company doesnt have the facility for filling Maaza (RGB and TetraPack) a Mango flavour drink of Coca-Cola, pet bottling, water plant.
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RESEARCHMETHODOLOGY
TECHNIQUES FOR SALES PROMOTION
1) Product availability2) 100% rich3) Good relation4) Warm display5) Cold display6) Proper singer7) Rich at one time8) Fulfill your commitment
1) Product availabilityIt means all the flavors of coca cola should be available at one time. By which
customer can able to give any flavors to the consumer and can give the
satisfaction.
2) 100% rich - it means. Company top management always should alwaysworry about the quality of all the brands. If any organization wants to service
in the market and wants to better image then quality play a very integral role
so for sales promotion quality should by 100% good.
3) Good relation companys executive, sales man should make good relationfrom dealer, whole seller and retailer. There is only 20% brand loyal person.
Remaining 80% impulse selling is going on. It means in India in cold drinks
line which ever brand consumer see first of all that brand will demanded by
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user. The selling is high that particular brand. So i want to say that if. The
executive relations will goods from dealer, whole seller retailer. Then he will
arrange coke brands on front of shop by which coke selling will improve.
4) Worm display
5) Cold display6) Proper shin age - proper shin age also play a key roll in more selling.7) Fulfill our commitment if executive promise to the customer of any type.
Then executive shovel fulfill his promise, such as. Executive say that to the
retailer if you will sell 1000 carrot in this month then i will give you a coke
fridge. If retailer has sold out 1000 carrot in the a month then executive
should fulfill is commitment. By this manner selling will also improve.
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USE OF RESEARCH METHODOLOGY
Without using research methodology to find new fact and knowledge is
not possible.
First of all question is arises what is research -
Research as a scientific and systematic search for pertinent information
on a specific topic. In fact research is an art of scientific investigation
OBJECTIVE OF RESEARCH
The main aim of research is to final out the truth which is hidden and
which has not been discounted as yet. The purpose of research is to
discover answers to questions through the application of scientific
procedures of collecting the data.
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TECHNIQUE INVOLVED IN DEFINING PROBLEM
1)
Observation the problem2) Collect the Problem3) Analyzing the Problem4) Take Solution5) Application the Problem6) Solving the Problem
OBSERVE THE PROBLEMUnder this investigate by own observation without interview is the
respondent. This also adopted by me by observation data can be collectmore correct. It is depend upon ability of investigator.
COLLECT THE PROBLEMAfter collecting the data I considered that what is the problem for the
company and when company wants to know his weakness.
ANALYSING THE PROBLEMAfter collecting the problem I analysis the problem such as how many
problems are general and how many are different from others and how
many problem is considerable and solvable.
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TAKE SOLUTIONAfter analysing the problem I sow that 90% problem was general and I
found 20% problem personal and I was found 10% problem as Genuine
which is considerable and soluble. General solution solve the journal
problem remaining 10% problems solution we found and then after we
implement the solution.
APPLICATION OF SOLUTIONAfter founding the solution we apply the solution and satisfy the
customer & consumer.
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Coke Pepsi
Cola Cola
(Pepsi)
Coca Cola Thumsup
Orange
(Fanta) Orange
(Mirinda)
Fanta Orange Fanta Green Apple
Fanta Water MalonClear lemon Clear Lemon
(Sprite) (7UP)
Cloudy lemon Cloudy Lemon
(Limca) (Lemon Mirinda)
Fruit Fruit
(Maaza) (Slice)
MAAZA ORANGEPulpy orange Pineapple Soda
Soda (Lehar Evervess)
(Kinley)
Kinley Water Kinley Water(Kinley) Aquafina
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CHANNEL OF DISTRIBUTION
OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA
Company
Manufacturing goods
Depote
Distributor Company
Vehicle
Retailer Retailer
Consumer Consumer
Area List
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COMPETITIVE MARKET SHARE BETWEEN
KO / PC
Cola
Pepsi = 45%
Coke = 35%
Thumps up = 20%
45%
35%
20%
Pepsi Coke Thumsup
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Orange
Fanta = 75%Mirinda = 25%
Cloudy Lemon
Limca = 80%
Lemon Miranda = 20%
75%
25%
Fanta Mirinda
80%
20%
Limca Lemon Mirinda
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Clear Lemon
Sprit = 75%
7UP = 25%
Mango
Maaza = 80%
Slice = 20%
75%
25%
Sprit 7UP
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80%
20%
Maaza Slice
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Soda
Kinley = 50%
Lehar Evervess = 50%
Can
Coke = 40%
Pepsi = 60%
50%50%
Kinley Lehar Evervess
40%
60%
Coke Pepsi
6
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PET
Coke = 60%
Pepsi = 40%
Kinley Water
Kinley = 80%
Aquafina = 20%
60%
40%
Coke Pepsi
6
80%
20%
Kinley Aquafina
6
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Total Product
Coke = 63%
Pepsi = 37%
63%
37%
Coke Pepsi
6
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SWOT AnalysisSWOT ANALYSIS
STRENGTH
Company product having a good brand name and trade mark. So thatthere is no such problem for convenes the user.
Being a franchise company product trade mark. Thats why its scopeis worldwide.
Coca cola capturing near about 69% market in cold drinks lineremaining 31% captured by its main competitor Pepsi. The reason
behind that good supply and its all flavor like Thumsup, Limca, Fanta,
Maaza and Sprite also asked by the user in Sahibabad Area.
Coca Cola good Brand Image not only in India rather all over theworld. Thats why there is no need of Advertisement.
Company marketing policy is consumer oriented by doing mentionedM.R.P. and manufactured date.
Company having expert management so that company can providesbetter goods & service for the ultimate user.
WEAKNESS
The main weakness of the company is that company is not in positionof provide all flavors to the customer daily or at a one time.
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Customer is not happy from company marketing policy. He wantscompany will start special discount program or increase maximum
retail price.
Most of the retailers problem is that no. company person comes at theshop for listening the problem.
Company top management not declare the scheme before one or twodays. Thats why scheme catalogue not prepared by the lower level
management. In this way retailers are not satisfy for company policy.
Company management is not doing any thing for retailer. Ifmanagement is not provide any relief then he will increase M.R.P.
OPPORTUNITY
Company can increase his product selling by increasing plant capacityand manufacturing capacity.
Being a seasonal selling product provide all the flavor to the customerin hot session very necessary. It is the opportunity for the company.
By providing better goods & services company can increase hismarket share.
In present now the competitors are very less so that company cancompromise its main competitor Pepsi and can take maximum profit.
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THREAT
Company should do something for customer interest. Providingbeneficial scheme and good relation to customer other wise its other
competitor will develop and they will capture its market.
Cold Drinks selling is very much depend on customer or retailer sothat retailer is not happy than sale can be effected in future.
In this time only two or three competitor are existing in the market. Inthe future the competitor can increase. So that company should
prepare some future plan for maintaining its market share.
Some domestic competitor can develop in the market. Companyshould prepare long term future plan for permanently existing in Host
Country.
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RECOMMENDATIONS
Company should prepare future plan for maintain selling in market.Because company competitor can increase and can capture the market.
Company should provide special benefit to the retailer. Other wise hisinterest will go down from cold drinks.
Present time competition is not high in this line because itscompetitor is only Pepsi. So that company can do compromise with
Pepsi and both can increase products M.R.P.
Company should appointed a special representative for listeningretailers problem and solve them. He can also find out some
shortcomings of salesman & others.
In case of cold drinks selling mostly depend on retailer. So that hissatisfaction needed.
Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Spriteshould also good.
Defected goods should be returnable or changeable.
Good execution is a main factor in more selling good executionimproves selling.
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Sales executive & salesman relation and good behavior also provideeffective guidelines in increasing selling.
For more selling company person should fulfill his commitment. In Cold Drinks line brand loyalty found only 20%. So that which will
be visible that will salable.
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BIBLIOGRAPHY
Internet site www.cocacola.com www.pepsico.com
Record of N.M. Soft drinks, Sat Nirnkari Colony, DelhiRecord of luminous marketing.News items of English dailies, published from New Delhi.
The Times of India The Telegraph The Economic Times
Advertisement on coke products.Advertisement on Pepsi product.Consulted Libraries
American Library British Library
Consulted Books Research for marketing Decision by P. Green, D.S.
Tull, G. Albaum
Marketing Management -Phillip Kotler.
http://www.cocacola.com/http://www.pepsi/http://www.pepsi/http://www.cocacola.com/ -
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QUESTIONNAIRE
QuestionnaireNAME OF THE SHOP.ADDRESSTEL. NO. .
Q1)Which brand do you sell?PEPSI COCA COLA BOTH
Q2)Why are you not selling the Coca Cola or Pepsi product?Q3)How many brands are available in your shop in the RGB and PET Bottles?
(A) In RGBCOCA COLA THUMS UP
SPRITE LIMCA
FANTA MAAZA
(B)In PET
COCA COLA THUMS UP
SPRITE LIMCA
FANTA MAAZA
MMPO NIMBO FRESH
Q4) Which company Visi Cooler are you having?
PEPSI COCA COLA BOTHQ5)Whether the purity of the refrigerator is maintained or not?
YES NOQ6)Which brand is preferred by the customers?
PEPSI BRANDS COCA COLA BRANDS
Q7)Are you satisfied with the distribution network?
YES NO
Q8)Are you aware of the various schemes run by the coca cola?
YES NO
Q9) Which companyadvertisement and sales promotion activities are better?
PEPSI COCA COLA
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Q10)Your daily sales?
1-2 CASE 3-5 CASES
6-10 CASES
More than 10 CASES
Q11)Do you think promotional activities can increase sales?
YES NO
Q12) According to you a company should improve upon?
Distribution Service
Sales Promotion Schemes
Q13)How would you rate Coca Cola?
Excellent Very Good
Average Bad
Very Bad
COMPLAINTS OR SUGGESTIONS.
Thank you very much for your kind cooperation!!!!!!!