Download - KUNTAL COCA-COLA PLANT
ACKNOWLEDGEMENT The satisfaction and
euphoria that accompany
the completion of any task
would be but incomplete
without the mention of
people who made it
possible, whose constant
guidance and
encouragement crowned my
Coca-Cola Summer Training Report
Marketing strategy of COCA-COLA & Handling the SALES GENARATING ASSETS
(SGA)
Abhishek Acharya
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efforts with success. I consider it a privilege to express my gratitude and respect to all
those who guided me in the completion of the Project.
I am deeply indebted to Mr. Arindam Sikdar (Area Sales Manager) for permitting
me to do Internship project in Hindustan Coca-cola Beverage Private Limited, and
encouraged me to go ahead with my internship project. I convey my deep sense of
gratitude to Mr. Rajesh Dash (TL CDE ) and Mr.Anjan Roy(CDE co- ordinator)
for his valuable guidance, support and encouragement throughout the Project work.
My heartiest thanks also go to the Coca-Cola staff at Asansol that helped me
throughout the training period to complete the task by providing information and
introducing some related activities of the company for practical uses.
I express my sincere gratitude to Prof., KRISHNENDU PAN The Head, ABS
ACADEMY SCIENCE, TECHNOLOGY AND MANAGEMENT
Durgapur. I convey my regards to the Institution, Faculty - Management, IBMR, for
their untiring support and encouragement.
Last but not least, my heart also feels to thank and offer a grateful appreciation to
every one whom I could not mention here but have directly or indirectly
supported and helped me to face this challenge and complete this project.
Kuntal Ghosh
PREFACE
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The training is generally compared to a `window’ through which the trainee can jump
into experience and observe the activities of the real business world, it also becomes
a `door’ that leads the trainee to become successful in the world of business.
These days’ universities are giving more stress on management training, as it is the
first interface of a management student with the culture of the corporate world. It also
gives the first hand experience to the student by applying the knowledge acquired in
class into actual practice.
Our institute believes in the same and is determined to produce quality students who
have a balanced knowledge of theoretical aspects and practical experience. In the
same context I had to undergo summer training after 1st year, in a company.
To cover this aspect, which is also an integral part of my curriculum, I did my training
at Hindustan Coca-Cola Beverage Pvt. Ltd, Jalpaiguri. Here I did a project for the
company which was basically –
“Sales Generating Assets of Hindustan Coca-
Cola Beverage pvt.ltd.”
EXECUTIVE SUMMARY
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The objective of this project is marketing strategy of Coca-cola in Asansol. It also
includes finding out the reasons why there were no coke products. present. Other
objectives of the project were to convince the retailers about the quality that coke
products.
This project will help the company to know which retailers have high demand for their
products and which not. It’ll help in planning out a strategy based on the feedback
from the retailers to boost the sales. And based on the findings and analysis the
company can revamp its strategies to increase their market share.
For the project all the retailers of the city were visited, and the person incharge was
personally interviewed. And information like the brands they keep, average daily
sales, major contributors towards sales, etc for both soft drinks and juices were
recorded. Their suggestions, complains, and feedback in general were also asked. The
study revealed a need to boost up the marketing focused on customer, as there is
still a huge market for soft drinks and juices which remains.
TABLE OF CONTENT
INTRODUCTION:-
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The Beverage Industry in India
The soft drink market in India
OVER VIEW OF COCA –COLA:
History
Mission of coca-cola
Vision of coca-cola
Value of coca-cola
Hindustan Coca-Cola Beverages (Pvt.) Ltd:
Coca-cola in India
Mfg process of product
Brands of coca-cola India
Product & pack size
Consumer preferences
Corporate social responsibilities
Organizational chart
Production plant
COMPETITORS TO HCCBPL: Pepsi
RESEARCH METHODOLOGY:
Objective of research work
Working methodology
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ANALYSIS:
Coca-cola marketing strategy.
Market segmentation model
Classification of outlets
Brand order system of coca-cola
Sales promotion strategy
Objective of sales promotion
Method of sales promotion
Channel management system
Distribution system of product in market
Market allocation of coca-cola
Market execution standard
Activation elements
Essential elements of all channel
LIVE PROJECT WORK AT COCA-COLA PLANT:-
Project work title & team
Formation of work
Outlets where install cooler & setting up rack
Cooler installation process
Benefits of cooler installation & activation tools
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Live experience
FINDINGS
CONCLUSION
LIMITATION OF RESEARCH WPRK
RECOMMENDATION
SIGNIFICANCE OF THE RESEARCH WORK
INTRODUCTION
Master of Business Administration is a course of IV semester duration. After
completion of Iain semester student has to undergo 8 weeks compulsory training in a
business organization. This training is popularly known as summer training. Generally
it is done during the month of April & May. This training aims to providing practical
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knowledge along with theoretical knowledge. This training helps the students to get
familiar with the business world.
Students undergo training in the particular field in which they are intending
specialization in their Bird & It semesters. Students may specialize in Marketing,
Finance, Human Resource Management or Information Technology and take training
accordingly. After successfully completion of the training students has to make a
report of the subject upon which the training has undergone and same has to submit
to the college.
I had an opportunity to work as a trainee in one of the most popular organization,
Coca-cola. Hindustan Coca-cola Beverages Private Limited, Raninagar, Jalpaigury
offered me a project in marketing and I was more than happy to accept it, as I had
already decided to take marketing as a specialization in my 2nd year and more over
the project given was interesting and challenging enough to make me learn a lot of
marketing aspects.
Marketing is conversion of potential customers in to real customers. It deals with
identifying and meeting human and social needs, it is seen as the task of creating,
promoting and delivering goods and services to the customers. Customer satisfaction
is the key to business success and the best judges of what satisfies the customer is
the customer himself.
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Marketing is more than a company department: it is an orderly and insightful process
for thinking and planning about markets. The process is applicable to more than just
goods and services. Anything can be marketed – ideas, events, organization, places,
personalities. The process begins with researching the relevant marketplace to
understand its dynamics and to identify opportunities to meet existing or latent
needs. It involves segmenting the market and selecting those segments that the
company can satisfy in a superior way. It involves formulating a broad strategy and
refining it into a detailed marketing mix and action plan. It involves carrying out the
plan, evaluating the results and marketing future improvements.
Marketing job is not only to analyze the market, discern opportunities formulize
marketing strategies; develop specific strategies and tactics, purpose a budget, and
establish a set of controls. But it also pushes rest of the company to be customer
oriented and market driven. Marketing must convince everyone in the company and
in its larger network to create and deliver superior customer value. Marketer’s job is
to simulate demand for company’s products. They are responsible for the demand.
Marketing managers seek to influence the level, timing and competition of demand to
meet the organizations objectives.
The aim of marketing is not just selling, but to know and understand the customer so
well that the product or service fits him and sells itself.
BEVERAGE INDUSTRY IN INDIA
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In India, beverages form an important part of the lives of people. It is an industry, in
which the players constantly innovate, in order to come up with better products to
gain more consumers and satisfy the existing consumers.
FIGURE 1: BEVERAGE INDUSTRY IN INDIA
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola
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The beverage industry is vast and there various ways of segmenting it, so as to cater
the right product to the right person. The different ways of segmenting it are as
follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
Segmentation based on the amount of consumption i.e. high levels of consumption and low levels of consumption.
If the behavioral patterns of consumers in India are closely noticed, it could be
observed that consumers perceive beverages in two different ways i.e. beverages are
a luxury and that beverages have to be consumed occasionally. These two
perceptions are the biggest challenges faced by the beverage industry. In order to
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leverage the beverage industry, it is important to address this issue so as to
encourage regular consumption as well as and to make the industry more affordable.
Four strong strategic elements to increase consumption of the products of the
beverage industry in India are:
The quality and the consistency of beverages needs to be enhanced so
that consumers are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong
and safe feeling that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation, stimulation,
refreshment, well-being or prestige relevant to the category.
Communication should be relevant and trendy so that consumers are able
to find an appeal to go out, purchase and consume.
The beverage market has still to achieve greater penetration and also a wider spread
of distribution. It is important to look at the entire beverage market, as a big
opportunity, for brand and sales growth in turn to add up to the overall growth of the
food and beverage industry in the economy.
THE SOFT DRINK MARKET
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The soft drink markets can be segmented on the basis of place of consumption or on
the basis of type of products.
The segmentation on the basis of place of consumption divides the market into two parts: -
On-premise-80% of the consumption of soft drinks is on premise i.e.
restaurants, railways stations, cinema etc.
At-home- the rest 20% of the market compromises of the soft drink purchased
for consumption at home.
The market can also be segmented on the basis of types of products into cola
products and non-cola products.
Cola products account for nearly 61-62% of the total soft drinks market. The
brands that fall in this category are Pepsi, Coca-Cola, Thumps Up, and diet coke,
Diet Pepsi etc.
Non-cola segment which constitutes 36% can be divided into 4 categories
based on the types of flavors available, namely:
o Orange
o Cloudy Lime
o Clear Lime
o Mango
i. Orange flavor based soft drinks constitute around 17% of the market. The
segment is largely dominated by national brands like Fanta of Coca Cola and
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Mirinda Orange of PepsiCo, which collectively form15% of the market rest of the
market is in hands of smaller brands like Crush (earlier of Cadbury Schweppes and
now of coca Cola), Gold Spot etc.
ii. Cloudy Lime flavor constitutes 14% of the market and is largely dominated by
Limca of coca cola and Mirinda Lemon of PepsiCo. Limca is the market leader with
around 70-75% of the market followed by Mirinda Lemon.
iii. Clear Lime: this segment of the market witnessed good growth initially with all
the players launching their brands in the segment. But now the growth in the
segment has slowed down. The brands available in this segment are 7 Up,
mountain dew of Pepsi, Sprite of Coca Cola. The segment constitutes 3% of the
total soft drinks market.
iv. Mango: this flavor segment constitutes 2% of the total soft drinks market and it
directly competes with mango based fruit drinks like Frooti. The leading brands in
this segment are: Maaza of Coca Cola, Mangola (Earlier of Dukes now of PepsiCo)
and Slice of PepsiCo.
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OVER VIEW OF COCA-COLA
Coca-Cola, the product that has
given the world its best-known taste was born in Atlanta, Georg ia, on May 8, 1886.
Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of
non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning
operators, distributors, fountain retailers andfountain wholesalers. The Company’s
beverage products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition to this, it
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also produces and markets sports drinks, tea and coffee. The Coca-Cola Company
began building its global network in the 1920s. Now operating in more than 200
countries and producing nearly 400 brands, the Coca-Cola system has successfully
applied a simple formula on a global scale: “Provide a moment of refreshment for a
small amount of money- a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most sophisticated
and pervasive production and distribution system in the world. More than anything,
that system is dedicated to people working long and hard to sell the products
manufactured by the Company. This unique worldwide system has made The Coca-
Cola Company the world’s premier soft-drink enterprise. From Boston to Beijing, from
Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought
pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola
has created a special moment of pleasure for hundreds of millions of people every
day.The Company aims at increasing shareowner value over time. It accomplishes
this by working with its business partners to deliver satisfaction and value to
consumers through a worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They aim at managing their business well
with people who are strongly committed to the Company values and culture and
providing an appropriately controlled environment, to meet business goals and
objectives. The associates of this Company jointly take responsibility to ensure
compliance with the framework of policies and protect the Company’s assets and
resources whilst limiting business risks.
The biz.system of coca-cola in India directly employs approximately 6,000 people, &
indirectly creates employment for many more related industries throw our wash
procurement, supply and distribution system.
The vast Indian operations comprise 25 companies owned bottling operations & 24
franchises –owned bottling operations. The apart a network of contract packers also
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mfg. a range of the product for company. On the distribution front, 10 tone trucks,
open-bay three wheelers that can navigate the narrow alleyways of Indian cities,
ensure that our product available in each corner of the country.
The coca cola is responsible for the mfg. distribution & sales of product across the
country.
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MISSION OF COCA-COLA
Create consumer products services and communications customers service and
bottling system strategy process 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 profit through the use of finished drinks.
Bottlers as an opportunity to make reasonable to grow profits and value added
Suppliers as an opportunity to make reasonable when creating real value added
in environment of system wide teamwork, flexible business system and
continuous improvement.
Indian society in form of contribution to economic and social development.
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VISSION OF COCA-COLA
VISION FOR SUSTAINABLE GROWTH
PROFIT: Maximizing return to shareowners while being mindful of our
overall responsibilities.
PEOPLE: Being a great place to work where people are inspired to be the
best they can be.
PORTFOLIO: Bringing to the world a portfolio of beverage brands that
anticipate and satisfy peoples’ Desires and needs.
PARTNERS: Nurturing a winning network of partners and building mutual
loyalty.
PLANET: Being a responsible global citizen that makes a difference.
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LimitationsThe MT has several limitations due to some constraints, due to the Market condition, Limitations during the course of MT are
The reputed competitor Pepsi co providing chilling machine in the initial stage.
Transportation problem due to hilly area.
Not getting accurate information from the respondents due to their inherent problem. They are biased and also refuse to co-operate.
The time period of MT is limited to less than four months and it takes time to be stable in the market and creating belief in the eyes of customers.
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VALUE
Coca-Cola is guided by shared values that both the employees as individuals and the
Company will live by; the values being:
LEADERSHIP: The courage to shape a better future
PASSION: Committed in heart and mind
INTEGRITY: Be real
ACCOUNTABILITY: If it is to be, it’s up to me
COLLABORATION: Leverage collective genius
INNOVATION: Seek, imagine, create, delight
QUALITY: What we do, we do well
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HINDUSTAN COCA-COLA BEVERAGES PVT.LTD.
Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal
its formula to the government and reduce its equity stake as required under the Foreign
Exchange Regulation Act (FERA) which governed the operations of foreign companies in
India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network. Coke’s acquisition of local popular Indian brands including Thums Up (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and distribution assets but also strong consumer preference. This
combination of local and global brands enabled Coca-Cola to exploit the benefits of global
branding and global trends in tastes while also tapping into traditional domestic markets.
Leading Indian brands joined the Company's international family of brands, including Coca-
Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
launched the Kinley water brand and in 2001, Shock energy drink and the powdered
concentrate Sunfill hit the market.
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From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of
the country’s top international investors. By 2003, Coca-Cola India had won the
prestigious Woodruf Cup from among 22 divisions of the Company based on three broad
parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume
growth in 2002 while the industry grew 23% nationally and the Company reached breakeven
profitability in the region for the first time. Encouraged by its 2002 performance,
Coca-Cola India announced plans to double its capacity at an investment of $125 million
(Rs. 750 crore) between September 2002 and March 2003.
Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven
wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling
operations and a network of twenty- nine contract-packers to manufacture a range of products
for the company. The complete manufacturing process had a documented quality control and
assurance program including over 400 tests performed throughout the process. The
complexity of the consumer soft drink market demanded a distribution process to support
700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers,
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and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of
the cities. In addition to its own employees, Coke indirectly created employment for another
125,000 Indians through its procurement, supply, and distribution networks. Sanjiv Gupta,
President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and
was instrumental to the company’s success in developing a brand relevant to the Indian
consumer and in tapping India’s vast rural market
potential. Following his marketing responsibilities, Gupta served as Head of Operations for
Company-owned bottling operations and then as Deputy President. Seen as the driving force
behind recent successful forays into packaged drinking water, powdered drinks, and ready-to-
serve tea and coffee, Gupta and his marketing prowess were critical to the continued growth of
the Company.
PRODUCTION PROCESS
The whole production process are showing in the above chart are shows how raw material passes
through different process and result in to the finished products. Company is used highly quality
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refined sugar area is produced modern refineries. The water which is used in coca-cola is first
treated and filtered before going in to the manufacturing operation.Production process start with
maxing refined sugar with treated water. So, simple syrup is made than this simple syrup is
pumped through a filter to ensure its purity and clarity. Than coca-cola concentration. And it is
mixed with simple syrup so, the final coca-cola syrup is ready. In the process ultra virus system is
used. After preparing coca-cola this final syrup is transfer to de-creator proportional cooler-
carbonator. Here air is removed for the treated water proporting meter modswars, the proper
combination de-creatorwater and coca-cola syrup. The mixture is than cooled and carbonated.
Then high purity carbon dioxide is supplied from bulk to the carbonator. After the above process
coca-cola is automatically bottled and highly crowned and capped. Then each filled bottle is
carefully inspected. After inspecting filled bottles are mechanically placed in cleaned cases which
are automatically cleaned before filled bottle are placed, than carry to Your Investment pallets
manually to trucks for delivery to sales and other bottles put in the ware house. After selling the
products when empty bottles came in to the factory, first empty bottle from trucks. Then this
bottle is automatically removed from the cases and transferred to the convergent empty bottles
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are examined washer unclean. Able and effective in a special bottle washer plant in which bottles
are washed very cleanly. The bottle washing operating takes 30 minutes. In the bottle washer
plant, bottles are thoroughly washed, cleaned sanitized in uat, caustic, and soda solution. The
dirty water is used in gardening, water is given then these washed bottles are very carefully
inspected and then this bottle sent of filled coca-cola syrup.
PRODUCTION PROESS OF COCA-COLA
REFINED SUGAR WATER TREATMENT
SIMPLE SYRUPCARBON DIOXIDE
FILTARATION
CONCENTRATION
FINAL SYRUP
DE-CREATOR PROPOTIONER COOLER
FILTER CROWNER
EMPTY BOTTLE IMDEPECTION
FULL PRODUCT INSPECTION
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BRANDS OF COCA-COLA
Brand is a name term, sign, symbol, or design or a combination
of their intended to identity the goods or services of one seller or a
group of seller and to differentiate them from those of competitors.
The various brands of Coca-Cola in India are the following:
1. COCA-COLA:-
BOTTLE WASH
PREE-IN-FEED INSPECTION
UNCASH UNCASHER
ER
CASE CLEANING
WARE-HOUSE
PACKING
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Slogan:- “Thanda Matalab Coca-Cola”
“Coca-Cola” has a truly remarked heritage. From a humble
beginning in 1886. It is now the flog ship brands of the larges manufacturers markers, distributor of non-alcoholic beverages in the world.
2. DIET COKE:-
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Slogan:- “Taste the power of one less than one
calories.”
3.THUMPS UP:-
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Slogan:- “Taste the Thunder”
It is a leading carbonated soft drink and most trusted brand in
India. Originally introduced in 1977. “Coca-Col” Company acquired
Thumps UP in 1993.
4. Fanta
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Slogan:- “Rang le Dil Khol Ke.”
The orange drink of “Coca-Cola” Company is seen as one of the
favorite drink since 1940. It entered in India market in 1993.
Over the years it has occupied a strong market place and is identified
as “FUN CATALYS”.
5.KINLEY WATER:-
Slogan:- “Boond Boond Mein Vishwas”
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6.KINLEY SODA:-
7.SPRITE:-
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Slogan:- “Clear Hay”
Worldwide sprite is ranked as no.4 soft drink and is sold in
more than 190 countries.
In India sprite was launched in 1999 and today it has grown to be
one of the fastest growing soft drink.
1. LIMCA:-
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9.MAZZA:-
10.VANILLA COKE:-
11.PULPY ORANGE
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THE PRODUCT MIX OF COCA-COLA
Coca-cola productsCoca-cola 200ml...300ml...600ml...1500ml...
Thums up 200ml...300ml...600ml….1500ml….
Sprite 200ml...300ml...600ml...1500ml...
Limca 200ml...300ml...600ml...150000ml...
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Fanta 200ml...300ml...600ml...1500m
Maaza(mango) tp250ml…..600ml…….1200ml
Minitmaid(lemon) 400ml…..1000ml
Minitmaid (pulpy orange) 400ml……
Kinley (Soda) 300ml...500ml
Kinley (Water) 1000ml
CANS:
Diet coke 330ml
Coca-cola 330ml
Thumps up 330ml
Fanta 330ml
CONSUMER PREFERENCES
Coca-Cola :-- Preferred by all type of consumers
Thumps up:- All type of customers
Fanta (Orange):-Basically preferred by ladies and kids.
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Minute maid (Lemon):- Not clearly define.
Maaza:- Ladies and kids.
Sprite:- Youngsters.
Limca:- youngsters.
Kinley (soda):- Mostly those who consumer liquor.
Kinley (Water ):- Preferred by all type of consumers.
CORPORATE SOCIAL RESPONSIBILITY
As one of the largest and most global companies in the world, Coca-Cola took seriously its
ability and responsibility to positively affect the communities in which it operated. The
company’s mission statement, called the Coca-Cola Promise, stated: “The Coca-Cola
Company exists to benefit and refresh everyone who is touched by our business.” The
Company has made efforts towards good citizenship in the areas of community, by improving
the quality of life in the communities in which they operate, and the environment, by
addressing water, climate change and waste management initiatives. Their activities also
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included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS through
partnership with governments, UNAIDS, and other NGOs, and The Coca-Cola Foundation,
focused on higher education as a vehicle to build strong communities and enhance individual
opportunity.
Coca-Cola’s footprint in India was significant as well. The Company employed 7000
citizens and believed that for every direct job, 30-40 more were created in the supply chain.38
Like its parent, Coke India’s Corporate Social Responsibility (CSR) initiatives were both
community and environment-focused. Priorities included education, where primary
education projects had been set up to benefit children in slums and villages, water
conservation, where the Company supported community-based rainwater harvesting projects
to restore water levels and promote conservation education, and health, where Coke India
partnered with NGOs and governments to provide medical access to poor people through
regular health camps. In addition to outreach efforts, the company committed itself to
environmental responsibility through its own business operations in India including39:
• Environmental due diligence before acquiring land or starting projects
• Environmental impact assessment before commencing operations
• Ground water and environmental surveys before selecting sites
• Compliance with all regulatory environmental requirements
• Ban on purchasing CFC-containing refrigeration equipment
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• Waste water treatment facilities with trained personnel at all company-owned bottling
operations
• Energy conservation programs
• 50% water savings in last seven years of operations
Growth rate in market share
unit case volume
2007 vs. 2006 GROWTH
2007vs 2006 5-Year Net Operating
operating
income
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Country Growth Annual
GrowthRevenues
Africa 10% 6% 16% 6%
Eurasia 16% 13% 24% 38%
European Union
3% 2% 14% 16%
Latin America
9% 6% 24% 22%
North America
(1%) 1% 11% 1%
Pacific 7% 4% 7% 3%
Bottling Investments
64% N/A 53% 750%
THE COCA-COLA BORD OF DIRECTORS
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James B. Williams
Retired Chairman of the Board and Chief Executive Officer.
. Alexis M. Herman
Chair and Chief Executive Officer, New Ventures, LLC.
Sam Nunn
Co-Chairman and Chief Executive Officer, Nuclear Threat Initiative.
Donald R. Keough
Nonexecutive Chairman of the Board, Allen & Company Incorporated.
James D. Robinson
General Partner, RRE Ventures.
Herbert A. Allen
President and Chief Executive Officer, Allen & Company Incorporated
Ronald W. Allen
Advisory Director, Former Consultant and Advisory Director.
. Peter V. Ueberroth
Investor and Chairman, Contrarian Group, Inc.
Bary Diller
Chairman of the Board and Chief Executive Officer,
. Cat hleen P. Black
President, Hearst Magazines.
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E. Neville Isdell
Chairman of the Board and Chief Executive Officer,
Jacob Walenberg
Chairman of the Board, Investor AB, and Vice Chairman.
ORGANIZATIONAL CHART OF HCCBPL.
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ORGANIGATION STRUCTURE
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ASANSOL PLANT KEY PEOPLES MR. J.R. PHOOKUN (AREA OPERATIONS DIRECTOR)
MR. BIPLAB GHOSH (PLANT MANAGER)
MR. ARINDAM SIKDAR (AREA SALES MANAGER)
MR. INDERJIT SINGH (AREA FINANCE MANAGER)
COCA-COLA CDE PEOPLES
MR. M.N. SRINATH (NATIONAL CDE DIRECTOR)
MR. ARUN AGARWAL (NORTH REGION CDE MANAGER)
MR. A.V.K KRISHNAN (UNIT CDE MANAGER)
MR. RAJESH DASH (TEAM LEADER CDE EXECUTIVE)
MR. ANJAN ROY (CTS OPERATOR & CO-ORDINATOR)
Social festivals in India:
Coca-cola company time to time introduces social festivals in India.
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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN
HCCBPL:
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COMPETITORS TO HCCBPL
The competitors to the products of the company mainly lie in the non-alcoholic
beverage industry consisting of juices and soft drinks.
The key competitors in the industry are as follows:
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:
COMPETITORS PRODUCT
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PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola
Company never ends for the World's # 2, carbonated soft-drink maker. The
company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the
company's only beverage; PepsiCo sells Tropicana orange juice brands, Gatorade
sports drink, and Aquafina water.
PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-
Cola hold together, a market share of 95% out of which 60.8% is held by Coca-
Cola and the rest belongs to Pepsi.
Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly
deals with milk products, Baby foods and Chocolates. But the iced tea that is
Nestea which has been introduced into the market by Nestle provides a
considerable amount of competition to the products of the Company. Iced tea is
one of the closest substitutes to the Colas as it is a thirst quencher and it is
healthier when compared to fizz drinks. The flavored milk products also have
become substitutes to the products of the company due to growing health
awareness among people.
Dabur: Dabur in India, is one of the most trusted brands as it has been
operating ever since times and people have laid all their trust in the Company
and the products of the Company. Apart from food products, Dabur has
introduced into the market Real Juice which is packaged fruit juice. These
products give a strong competition to Maaza and the latest product Minute Maid
Pulpy Orange.
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Marketing Mix
Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing
objectives. It has a classification for these marketing tools. These marketing are
classified and called as the Four Ps i.e. Product, Price, Place and Promotion.
The most basic marketing tool is product which includes product design, quality,
features, branding, and packaging. A critical marketing tool is price i.e. the amount of
money that customers pay for the product. It also includes discounts, allowances,
credit terms and payment period.
Place is another key marketing mix tool. And it includes various activities the
company undertakes to make the product accessible and available to the customer.
Some factors that decide the place are transport facilities, channels of distribution,
coverage area, etc.
Promotion is the fourth marketing mix tool which includes all the activities that the
company undertakes to communicate and promote its product to target market.
Promotion includes sales promotion, advertising, sales force, public relations, direct
marketing, etc.
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Product :
Many Products are physical objects that you can own and take home. But the
word product means much more than just physical goods. In marketing, product also
refers to services, such as holidays or a movie, where you enjoy the benefits
without owning the result of the service.
Businesses must think about products on three different levels, which are
the core product, the actual product and the augmented product. The core product
is what the consumer is actually buying and the benefits it gives. Coca Cola
customers are buying a wide range of soft drinks. The actual product is the parts
and features, which deliver the core product. Consumers will buy the coke product
because of the high standards and high quality of the Coca Cola products. The
augmented product is the extra consumer benefits and services provided to
customers. Since soft drinks are a consumable good, the augmented level is very
limited. But Coca Cola do offer a help line and complaint phone service for
customers who are not satisfied with the product or wish to give feedback on the
products.
Positioning :Once a business has decided which segments of the market it will compete in,
developed a clear picture of its target market and defined its product, the
positioning strategy can be developed. Positioning is the process of creating, the
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image the product holds in the mind of consumers, relative to competing products.
Coca Cola and Franklins both make soft drinks, although Franklins may try to
compete they will still be seen as down market from Coca Cola. Positioning helps
customers understand what is unique about the products when compared with the
competition. Coca Cola plan to further create positions that will give their
products the greatest advantage in their target markets. Coca Cola has been
positioned based on the process of positioning by direct comparison and have
positioned their products to benefit their target market. Most people create an
image of a product by comparing it to another product, thus evident through the
famous battles between Coca-Cola and Pepsi products.
PackagingPackaging, which is not as highly perceived by businesses, is still an important
factor to examine in the marketing mix. Packaging protects the product during
transportation, while it sits in the shelf and during use by consumers, it
promotes the product and distinguishes it from the competition. Packaging can
allow the business to design promotional schemes, which can generate extra revenue
and advertisements. Coca-Cola has benefited from packaging the product with
incentives and endorsements on the labelling as a promotional strategy to increase
it’s volume of sales and revenue.
Price :Price is a very important part of the marketing mix as it can effect both
the supply and demand for Coca Cola. The price of Coca Cola’s products is one of
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the most important factors in a customer’s decision to buy. Price will often be
the difference that will push a customer to buy our product over another, as long
as most things are fairly similar. For this reason pricing policies need to be
designed with consumers and external influences in mind, in order to effectively
achieve a stable balance between sales and covering the production costs.
Price strategies are important to Coca Cola because the price determines the
amount of sales and profit per unit sold. Businesses have to set a price that is
attractive to their customers and provides the business with a good level of
profit. Long before a sale was ever made Coca Cola had developed a forecast of
consumer demand at different prices which inevitably determined whether or not the
product came on the market, as well as the allocation of adequate money and
resources to produce, promote and distribute the product.
Pricing Strategies And Tactics
The pricing Strategy a business will use will have to focus on achieving the
marketing plan’s objectives and support the positioning of the product, and take
external factors such as economic conditions and competitors in to account. There
are 5 strategies available to business: Market skimming pricing, Penetration
pricing, Loss leaders, Price Points and Discounts. Over the years Coca Cola has
used Penetration Pricing as a way of grabbing a foothold in the market and won a
market share. It’s product penetrated the marketplace. Once customer loyalty is
established as seen with Coca Cola it is then able to slowly raise the price of
its product. There has been a fierce pricing rivalry between Coca Cola and Pepsi
products as each company competes for customer recognition and satisfaction. Till
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now it appears as if Coke has come up on top, although in order to gain long term
profits Coke had to sacrifise short term profits where in some cases it either
went under of just broke even, but as seen it has been all for the best.
Pricing Methods
Good pricing decisions are based on an analysis of what target customers
expect to pay, and what they perceive as good quality. If the price is too high,
consumers will spend their money on other goods and services. If the price is too
low, the firm can lose money and go out of business.
Pricing methods include: Cost based Pricing, Market based pricing and
Competition based Pricing. Over the years Coca has lost ground here in it’s
pricing but has regained it’s strength as it employed the Competition-based
pricing method which allowed it to compete more effectively in the soft drink
market. Leader follower pricing occurs when there is one quite powerful business
in the market which is thought to be the market leader. The business will tend to
have a larger market share, loyal customers and some technological edge, thus the
case currently with Coke, it was first the follower but through effective
management has now become the leader of the market and is working towards
achieving the marketing objectives of the Coca Cola. Survival in the market place,
own 60 % of market share by 2007, increase further awareness of product and a
return on 20% on capital employed for August 2007.
Promotion:
In today’s competitive environment , having the right product at the right
place in the right place at the right time may still not be enough to be
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successful. Effective communication with the target market is essential for the
success of the product and business. Promotion is the p of the marketing mix
designed to inform the marketplace about who you are, how good your product is and
where they can buy it. Promotion is also used to persuade the customers to try a
new product, or buy more of an old product.
The promotional mix is the combination of personal selling, advertising,
sales promotion and public relations that it uses in its marketing plan. Above the
line promotions refers to mainstream media:Advertising through common media such
as television, radio, transport, and billboards and in newspapers and magazines.
Because most of the target is most likely to be exposed to media such as
television, radio and magazines, Coca Cola has used this as the main form of
promotion for extensive range of products. Although advertising is usually very
expensive, it is the most effective way of reminding and exposing potential
customers to Coca Cola Products. Coca Cola also utilizes below the line promotions
such as contests, coupons, and free samples. These activities are an effective way
of getting people to give your product a go.
Place and Distribution:
The place P of the marketing mix refers to distribution of the product- the
ways of getting the product to the market.The distribution of products starts with
the producer and ends with the consumer.
One key element of the Place/Distribution aspect is the respective distribution
channels that Coca Cola has elected to transport and sell its product.
Selecting the most appropriate distribution channel is important, as the choice
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will determine sales levels and costs. The choice for a distribution channel for
any business depends on numerous factors, these include:
How far away the customers are;
The type of product being transported;
The lead times required; and;
The costs associated with transport;
There are four types of distribution strategies that Coca Cola could have chosen
from, these are: intensive, selective, exclusive and direct distribution. It is
apparent from the popularity of the Coca Cola s product on the market that the
business in the past used the method of intensive distribution as the product is
available at every possible outlet. From supermarkets to service stations to your
local corner shop, anywhere you go you will find the Coca Cola products.
Physical Distribution Issues
Coca Cola needs to consider a number of issues relating to the physical
distribution of its soft drink products. The five components of physical
distribution are, order processing, warehousing, materials handling, inventory
control, transportation. Coca Cola must further try to balance their operations
with more efficient distribution channels.
Order Processing- Coca Cola cannot delay their processes for consumer deliveries
(i.e. delivery to selling centers), as this is inefficient business functioning
and is portrays a flawed image of the product and overall business.
Warehousing and inventory control- warehousing of Coca Cola products is necessary.
Inventory control is another important aspect of distribution as inventory makes
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up a large percentage of businesses assets. Choosing the correct and desired
inventory measure that Jackson’s sees as most effective is vital. Jackson’s must
remember though that there are factors involved with inventory control that can
hinder the products sales and customer perceptions (hazards, distribution from
storage facilities, etc).
Materials handling- this deals with physically handling the product and using
machinery such as forklifts and conveyor belts. When holding products, then Coca
Cola has benefited from purchasing or renting respective machinery.
Transportation- transporting Coca Cola products is the one most important
components of physical distribution. Electing either to transport the sports drink
by air, rail, road or water depends on the market (i.e. global, or domestic?) and
depends on the associated costs. The most beneficial transportation method for
Coca Cola would be ROAD if the product were moved around from storage to the cost
centers.
OBJECTIVE OF THE WORK STUDY
To get the retailer’s wants in terms of product selling.
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To know effectiveness of the marketing strategy & sales
promotion in market.
Visicooler survey in asansol market.
Ensuring the visibility of the product.
Ensuring the availability of product in outlets.
Analyzing the effective of scheme.
Analyzing the effective of discount.
Evaluating the competitor’s strength & weakness in market.
Retailer’s expectation from company.
Facilitating the Product By Infrastructure:
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They have their whole sellers and agencies to
cover all area. Because it is very difficult for them to cover all area of India by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.
For providing their product in good manner company has provided infrastructure these includes:
• Visi cooler • Freezers Display racks
Free empty bottles and shells for bottles
Advertisement
Coca cola company use different mediums • Print media • Pas material • TVs commercial • Billboards and holdings
Print Media They often use print media for advertisement. They have a separate department for print media.
MARKET SEGMENTATION OF COCA-COLA
Indirect Selling
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Market can be segmented along with 3 lines-channel cluster, locality
income, outlet volume.
SEGMENTATION
Channel cluster Locality income Outlet
volumes
Grocery Low
Dimond
E & D Medium
Gold
Convenience High
Silver
Bronze
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Classification of outlets on the basis of volume
There are four types of outlets according to the volume of sales of the outlet-
Diamond - 800>C/s & above per year
Gold - 500-799C/s per year
Silver - 200-499C/s per year
Bronze - <200C/s per year
(A) GROCERY STORE
Grocery (customer profile): Store stocking a variety of regular uses household items.
The channels provide an opportunity for penetration as it propels home consumption.
It includes all kirana stores,juice , departmental stores, supermarkets, provision
stores etc.
Necessary Availability - 1.5 liter and 300ml
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(B) EATING & DRINKING CHANNEL 1
Eating and Drinking Channel: Outlets range from the high-end restaurants to the
smaller dhabas. These outlets offer multiple opportunity to effect sales as people
usually order something to drink along with food. It includes
- Restaurants
- Bars and Pubs
- Dhabas
- Cafes
(C) EATING & DRINKING CHANNEL 2
It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.
(D) CONVENIENCE CHANNEL:
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Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml
.
BRAND ORDER SYSTEM OF COCA-COLA
COLOJ-K
COLA LEMON ORANGE JUICE
KINLEY
COKE FANTA
KINLEY
THUMS UP
SPRITE MAAZA
LIMCA
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COLD DRINKS EQUIPMENT WHAT IS CDE?
CDE: There is a Online Tracking System in HCCBPL for maintaining the coolers and control of the coolers. From new Coolers purchase and install in the outlet, and after installed repair & service has done by CDE.
WHAT IS CTS?
CTS: cooler tracking system is a soft ware. This soft ware can be used by call lock & call open & cooler installed in the outlet. This soft ware tracing the coolers.
CLASSIFICATION OF OUTLETS DIMOND – Sales more then 800 case/month.
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GOLD - Sales more then 500 but less then 800
Case/year.
SILVER - Sales more then 200 but less then 500 case/year.
.BRONZE - Sales below then 200 case/year
SERVICE PROVIDER
HCCBPL have service providers for 3 different areas.
1. AQUA INDUATRIES: DEEPAK KUMAR
(ASANSOL / HILLS)
2. BENGAL REFRIGERATION: SWAPAN SARKAR
(JALPAIGURI / COOCH BEHAR / ENTIER DOOARS)
3. SENGUPTA ENTERPRICE: DHIRAJ SENGUPTA.
(RAIGANJ / MALDA / ENTIER DINAJPUR)
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CDE SALES GENERATING ASSETS(COOLERS)
2 VC-
4 VC
7 VC
9 VC
10 VC
20 VC
30 VC
WHC-310=9.5 VC
WHC-510=15 VC
2 CC
4 CC
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10 CC
MODELS OF COOLERS
IN ASANSOL CDE HAVE ONLY 4 TYPES OF COOLER
VC – VISUAL COOLER
CC – CHEST COOLER
WHC – WORK HORSE COOLER
FF-165 – FAMILY FREEZE
CDE COOLER COMPANY
FRIGO GLASS
SEAGA INDIA
WESTERN
The visicooler standards of all the
channels
V po class Low Medium High
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Diamond 20c/s 20c/s20c/s+1still
cooler
Gold 7c/s 9c/s 9c/s
Bronze Ice Box Ice Box Ice Box
Silver 4c/s 4c/s 7c/s
COOLER PLACEMENT IN OUTLET STL
WISE(IN 2010)
STL NAME TYPE OF COOLER &
OUTLETS.
TOTAL OUTLETS
ANIRBAN MUJUMDAR 7VC-50, WHC-510-5,
9VC-20, 30VC-2
77
TAPAS DAS GUPTA 7VC-55, WHC-510-5
9VC-20, 30VC-1
81
BISWAJIT SARKAR 7VC-50, WHC-510-10
9VC-20, 30VC-1
81
BISWAJIT SARKAR 7VC-45, WHC-510-15
9VC-30, 30VC-5
95
KOUSHIK SINHA 7VC-50, WHC-510-10
9VC-25, 30VC-10
87
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PARTHA SARATHI GUPTA 7VC-50, WHC-510-30
9VC-85, 30VC-14
179
TOTAL NUMBERS OF COOLERS INSTALATION IN THE YEAR OF 2010
ACCORDING TO THE STL WISE.
ANIRBAN MUJUMDAR 77
TAPAS DAS GUPTA 81
BISWAJIT SARKAR 81
BISWAJIT SARKAR 95
KOUSHIK SINHA 87
PARTHA SARATHI GUPTA 179
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ANIRBAN MUJUMDAR
TAPAS DAS GUPTA
BISWAJIT SARKAR
BISWAJIT SARKAR
KOUSHIK SINHA
PARTHA SARATHI GUPTA
ANIRBAN MUJUMDAR
TAPAS DAS GUPTA
BISWAJIT SARKAR
BISWAJIT SARKAR
KOUSHIK SINHA
PARTHA SARATHI GUPTA
TYPES OF COOLERS GIVEN TO THE STL 1 IN THE YEAR 2010
7 VC 50
WHC-510 5
9 VC 20
30 VC 2
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7 VC , 50, 65%
WHC-510, 5, 6%
9 VC, 20, 26%
30 VC, 2, 3%
7 VC
WHC-510
9 VC
30 VC
According to the picture 7 vc coolers are installers numbers of outlers.
TYPES OF COOLERS GIVEN TO THE STL 2 IN THE YEAR 2010
7 VC 55
WHC-510 5
9 VC 20
30 VC 1
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7 VC , 55, 68%
WHC-510, 5, 6%
9 VC, 20, 25%
30 VC, 1, 1%
7 VC
WHC-510
9 VC
30 VC
According to the picture 7 vc coolers are installers numbers of outlets.
TYPES OF COOLERS GIVEN TO THE STL 3 IN THE YEAR 2010
7 VC 50
WHC-510 10
9 VC 20
30 VC 1
15
7 VC , 50, 62%WHC-510, 10, 12%
9 VC, 20, 25%
30 VC, 1, 1%
7 VC
WHC-510
9 VC
30 VC
According to the picture 7 vc coolers are installers numbers of outlers.
TYPES OF COOLERS GIVEN TO THE STL 4 IN THE YEAR 2010
7 VC 45
WHC-510 15
9 VC 30
30 VC 5
15
7 VC , 45, 47%
WHC-510, 15, 16%
9 VC, 30, 32%
30 VC, 5, 5%
7 VC
WHC-510
9 VC
30 VC
According to the picture 7 vc coolers are installers numbers of outlers.
TYPES OF COOLERS GIVEN TO THE STL 5 IN THE YEAR 2010
7 VC 50
WHC-510 10
9 VC 25
30 VC 10
15
7 VC , 50, 52%
WHC-510, 10, 11%
9 VC, 25, 26%
30 VC, 10, 11%
7 VC
WHC-510
9 VC
30 VC
According to the picture 7 vc coolers are installers numbers of outlers.
TYPES OF COOLERS GIVEN TO THE STL 6 IN THE YEAR 2010
7 VC 50
WHC-510 30
9 VC 85
30 VC 14
15
7 VC , 50, 28%
WHC-510, 30, 17%
9 VC, 85, 47%
30 VC, 14, 8%
7 VC
WHC-510
9 VC
30 VC
According to the picture 7 vc coolers are installers numbers of outlers.
FINDINGS
According to last 2 pervious year data it can be say
that stl PARTHA SARATHI GUPTA installed maximum numbers of
coolers.
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According to last 2 pervious year data it can be say
that stl ANIRBAN MUJUMDAR installed minimum numbers of
coolers.
NAME & TYPES OF PROBLEMS BASIALY OBSERVED IN COOLERS
Outlet Name problem
SISTRIDHAR: GAS CHARGING.
NEW PAN GHAR : GAS CHARGING.
PRAHARI SHOPPING CENTE: GAS CHARGING.
SHANTI HOTE:L WERRING ADJUSTEMENT.
MITHUN VARIETIES: COMPRASER PROBLEM.
RAM KRISHNA MISTANA BHANDER: STABILIZER PROBLEM.
BALAI ROY SWEETS: COMPRASER PROBLEM.
MAMONI SWEETS: RELAY PROBLEM.
SAHA VARIETY: GAS CHARGING.
NEW MALDA SWEETS: GAS CHARGING/ COMPRASER PROBLEM.
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RAJ LAXMI PAN BHANDER: GAS CHARGING.
PANKAJ PODDER SHOP: LIGHT PROBLEM.
PAN MAHAL : SERVICEING.
RAJE SWEETS: GAS CHARGING.
GOLDEN PARK : GAS CHARGING.
SANGLAP VARIETIES : COMPRASER PROBLEM.
BINOY KARMOKAR SHOP: FAN MOTOR CHANGE.
SUVASHINI VARITIES: FAN MOTOR CHANGE.
PRITIMA MISTANNA BHANDER : WERRING PROBLEM
MAA TARA BHANDER: SENCER PROBLEM.
BASANTI MISTANNA BHANDER: GAS CHARGING.
MATER DAN MISTANNA BHANDER: GAS CHARGING.
MAINAKH HOTEL: GAS CHARGING.
KALINGA HOTEL; LIGHT PROBLEM.
GHOSH CABIN : FAN MOTOR CHANGE.
RAJESWARI MISTANNA BHANDER: SENCER PROBLEM.
UTTAM SWEETS: GAS CHARGING.
NEW TRIPTI CABIN GAS CHARGING.
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SATTAM VARIETIES COMPRESSAR PROBLEM.
TANTU BHANDER WERRING ADJUSTEMENT.
AFJAL SHIKH WERRING ADJUSTEMENT.
SANGLAP VARIETIES COMPRESSAR PROBLEM.
GOPAL HOTEL FAN MOTOR GHANGE.
MANOJ CHOWDHURY GAS CHARGING.
MAA SANTOSHI PAN BHANDER WERRING ADJUSTEMENT.
SWAD RESTAURANT RELAY PROBLEM.
GOBINDA MISTANNA BHANDER FAN MOTOR CHANGE.
MUBBARAK HUSSAIN GAS CHARGING/ FAN CHANGE
KALU SINGH SERVICEING.
TANTU BHANDAR WERRING ADJUSTEMENT.
JOYDEB PAL SHOP GAS CHARGING.
ARUN DEBNATH GAS CHARGING.
SANKAR GHOSH GAS CHARGING.
MUKBILASSH WERRING ADJUSTEMENT.
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48%
18%
16%
3%5% 5% 5% Gas charging
werring problem
compreser problem
Stabilizer problem
Reley problem
Light problem
Serviceing
According to the graph gash charging is a popular problem of the cooler where as next is the relay
problem. Others are took place in minor time.
CDE OUTLET CATAGARE
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CASER 2VC TO
4VC
7VC 9VC TO
15VC
20VC TO
30VC
VPO
CLASS
BRONZE SILVER GOLD DIAMOND
CDE STOCK OF COOLERS
TOTAL INSTALLED COOLERS ARE:- 4691.
STOCK IN GODOWN ARE:- 339.
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HOW TO SOLVE THE COOLERS PROBLEM
1st CDE PEOPLE RECEVIED THE CALL FROM OUTLET OR MD OR MDE OR
SALES MAN.
2nd WE HAVE TO SEARCH IT UNDER WHICH AREA, COOLERS HEAVING
PROBLEM.
3rd THEN WE HAVE TO FORROWRED THE CALL TO THE SERVICE
PROVIDER.
4th AFTER THAT THE SERVICE PROVIDER TAKES THE DECISION HOW TO
SOLVE THE PROBLEM.
5TH AFTER FOLLOWING ALL THE STAPES WE SOLVE THE PROBLEM
WITHIN 24hrs.
COOLERS SPARE PARTS
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COMPRESSOR
GAS KIT
LIGHT
FAN MOTOR
SENCER.
RACK
WIRING
CONDENSER
CONDENSER Pipes
RELAY
STABILIZER.
CDE COOLER INSTALLING FORM
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OIF & PULLOUT
IN HCCBPL CDE HAVE A FORM NAME OUTLET IDENTIFICATION
FORM (OIF) IS REQUIRED FOR NEW COOLER AND FOUNTAIN
INSTALLING TO ANY OUTLET AND COUNTER.
CDE HAVE A OTHER FORM NAME PULLOUT. THIS FORM ALSO
REQUIRED FOR ANY KIND OF COOLER AND FOUNTAIN TAKING
BACKTO THE OUTLET.
COOLER INSTALATION PROCESS:-
Company set the cooler in a systematic way the way is following.
1. To know where the cooler is sitting inside the outlet or outside the
outlet.
2. If outside then the night cover is set at the place where cooler will
set.
3. After establishment of the guarder then the cooler set is guarder.
4. When the cooler has been set in guarder then the price
communication on the cooler tray & set the trays properly in cooler.
5. When the cooler is properly installed @outlet after it charged by coke
products as follow the brand order.
6. We also set the menu board on E & D outlets.
7. On convenience & grocery outlets we put there also hanging rack.
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8. Set up warm display on outlets.
BENEFITES OF INSTALLATION A COOLER OUTSIDE THE
OUTLET
Large income. More consumers will buy beverages form shop.
Increase the selling space.
Outside cooler arouses more consumer interest & increase sales
through good beverage exposure.
Outside cooler, it enlarges the amount of consumer’s visiting outlets.
Easier access to chilled product triggers the consumer’s purchase
impulse.
Effective use of shop space. Saving store/warehouse area.
Attractive & convenient of beverages presentation.
Complimentary installation & services.
BENIFITES SETTING A COOLER INSIDE THE OUTLET:
Large income. More customers will buy beverages from shop.
Easier access to chilled product triggers the consumers purchase
impulse.
Chilled beverages taste batter & hold grater value for customers.
Effective use of shop space. Saving store/warehouse area.
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Complimentary installation & service.
BENEFITES OF INSTALLATION A VISI COOLER:
Attractive presentation of products.
Consumer convinces easier access to the products.
Increase in sales & income. When consumer see the product he willing
to buy it.
It fills the consumers want & willingness.
Sales person easily know that what is in our cooler
SELLING PROSSES
Direct Selling
Direct selling is the system in which the goods are sold to the retailers through direct
sale agent of the company. PepsiCo sells its products through direct route agents
which are appointed by the company itself; these route agents deliver the goods to
the retailers through the company owned trucks.
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The route agents are provided a specific area in which they have to sell the product
and every route agent has to sell in his respective area only. The invoice in this type
of sale is charged to the company.
Indirect Selling
Indirect selling is the system in which the goods have to pass through intermediaries
in being delivered to the retailer. The company appoints distributors who work as
middlemen between the company and the retailer.
Indirect selling can be further divided into the following heads:
(1)Primary Selling i.e. (sale from the company to the distributor)
(2)Secondary selling i.e. (sale from the distributor to the retailer)
(3)Tertiary selling i.e. (sale from the retailer to the consumer)
The company is mainly concerned with the primary and the secondary sales; it keeps
track of the secondary sales to gauge the final sale of the company. Company
appoints distributor for specific area covering specific number of retailers.
Retailers are the customer for the company. Company has distributors who deliver
the goods to the retailers. Distributors are provided different volume of sales
according to the past records or through market survey. Certain security deposit &
glass deposit is charged from the distributor.
The important parts of activation are:
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Placement of visicooler at Itot spot location Availability of the products.
Right location of display racers
Impactful Communication of price message
Visicooler:
Is Cooler in the Hot Spot Location?
Does it have all the products of Coca-Cola available?
Is the display of the Coca-Cola display of the products in a standard such as
sprite, Thums up, Maaza, Fanta and Limca",)
Is cooler working properly?
Is the scooler pure?
ATIVATION ELEMENTS
GOCERY
o 3 Tier Rack
o 1 Tier Rack
o Arial Mobile Hanger
o Table Top Display
o Self Display
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EATING & DRINKING
Tripod Stand
Lit Combo
Non-Lit Combo
Salt & Paper Tent Card
Regular Tent Card
Menu Boards
Changeable Insert Boards
3 cups Strategy Unit
Changeable Standee
Changeable Hanging Insert Board
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Counter Utility Display
DISPLAY RACKS
CONVENIENCE
1 Tier Rack
Table Top Rack
Arial Mobile Hanger
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VISI COOLER
PLACE OF COCA-COLA PLANT
1. DELHI PLANT (MAIN PLANT IN INDIA)
2. ASANSOL PLANT
3. PATNA PLANT
4. PUNE PLANT
5. NASIK PLANT
6. JAMMU PLANT
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7. MUMBAI PLANT
8. GOA PLANT
9. VARANASI PLANT
10. TAMIL NADU PLANT
11. HYDERABAD PLANT
12. KARNATAKA PLANT
BENEFITES OF INSTALLATION A VISI COOLER:
Attractive presentation of products.
Consumer convinces easier access to the products.
Increase in sales & income. When consumer see the product he willing
to buy it.
It fills the consumers want & willingness.
Sales person easily know that what is in our cooler
LIVE EXPERIENCE
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In last I can say that the project successfully done
by us. I gratitude to all the staff of coca-cola those
include me in this kind of live project. It is a live &
imagines experience for me. I always remind it in
my life.
KUNTAL GHOSH
FINDINGS:
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Company has to develop its service regarding CDA department.
The numbers of chilling equpment are not sufficient in asansol market.
Company has to increses their quality the chilling equipments.
Company has to increses the stock of spear sparts.
Find purity coca-cola visicooler.
I find so many visi, D-FREEZ, & other company freeze in different area
in diffent region.
Company needs well trend technician for the repairing of chilling
equpiment.
Company needs to take this service depertment under its own
guidance.
Company needs to increses the numbers of service providers.
CONCLUSION:
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I had a project on marketing & Sales Generating Asstes of coca-cola for
retailers in North Bengal region. The research project work conduct in
different areas of asansol.. In last I conclude the work study that—
The marketing strategy of coca-cola is batter than it’s main
competitor.
The market share of coke products is higher then the other products.
Thumps up is the leading brand of coca-cola in different region.
Cda service department has good impact on sales volume.
I found the proper display of product in racks & in cooler.
LIMITATION OF RESEARCH WORK:
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1. Considering that nothing is perfect in the world. Every individual
bound to make mistake at some points. It’s genuine.
2. Limited knowledge of the researcher in the field of research may lead
to interpretation error.
3. The result has not been tested.
4. The respondents may be based or influence by other factors.
5. Information collection took 60 days.
6. A busy schedule of dealers /retailer’s also makes the collection of
information a very difficult one.
7. The projection is based on purely based on verbal meeting.
8. Non co-operative behavior of respondent was a big problem in this
survey.
9. While studying the report the above fact should be taken in to
consideration.
10. The minor concept & techniques at the marketing management
are used significant in the project concern.
11. The research dependent was dependent on the information
provided by the respondent(retailers). It may insufficient.
RECOMMENDATION
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(SUGGESTION)
1. The company should measure retailer’s satisfaction
regularly.
2. Company can increase sales when it considering more on
retailers, their suggestions or complaints about service or
products, so that necessary action can be taken.
3. Review meeting should be often held, so that the working
pattern of the executives can be checked & improved if
needed.
4. Company representatives should visit retailers & should
make long term relationship with retailers, so that they can
push the products.
5. Increase the dealers & retailers as this will help in making
high sales volume.
6. Try to continue the good image of the outlets by keeping
more & more good quality of service. By this monopoly will
continue with coke products.
7. Company should attain on small outlets, so their sells can
increase.
8. Now company should launch new taste of soft drinks like
recently launched minit maid & also launch new product in
another flavor.
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9. Company should search new area for increasing sale.
10. In winter seasons company should gives more discount
& scheme to retailers, so they sell more our product.
11. Company must take new strategy to fight with local cold
drinks brand.
12. Company should give new dealership in small town.
SIFNIFICANCE OF THE STUDY
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It gave a chance to use the conceptual knowledge I actual environment
& prepares the researcher to use the knowledge for better in his future
endeavors.
It helps in the assessing the factors, which influenced the retailer’s
purchasing & selling products to the consumer from coca-cola.
The study is essential for the rese4archer in partial fulfillment of MBA
curriculum. The study gave the researcher the experiences to conduct
survey.
TO THE COMPANY:
Cold drinks companies are facing a great completion now-a-days.
Consumers are very much aware curious about safety product,
service, brands & other up coming products. This study provides an
inside to the company of strategies must be adopted in order to sell
more products to consumers & also satisfy them
TO THE OTHERS:
The study gave a insight into various aspects of the Beverage
Companies, discussed in this study. One can easily come to know what is
happening Beverage companies in the current environment. How they
make attraction of retailer’s & consumers mind.
.
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BIBLIOGRAPHY
Reference:
Books Authors
Marketing Research :Naresh Malhotra
Marketing Management: Philip Kotler
Research Methodology :C. R. Kothari
Websites :
www.quickmba.com
www.indiacom.com
www.yellowpages.com
www.coca-colaindia.com
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WE LOVE
TO WIN
WE HATE
TO LOSS……… SALES TEAM ASANSOL.
THANK YOU,
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