BEVERAGE INDUSTRYBeverage is any type of liquid specially prepared for

human consumption.

•NON ALCOHOLIC BEVERAGES contains no alcohol more than 5% by volume.•A Carbonated Beverage is a beverage that contains the characteristic of

carbonation. Carbonation creates bubbles and fizzing in a carbonated beverage due to the presence of the carbon dioxide gas.

NON-ALCOHOLIC

CARBONATED NON-CARBONATED

INDUSTRY BEVERAGEFounded in 1886Headquarters Atlanta, Georgia, United StatesArea Served WorldwideKey People Muhtar Kent (Chairman and Ceo)Products Carbonated soft drinks, Water,Other non-

alcoholic beverages.Employees 92,800 (October 2009)Brands 500 +

The Coca-Cola Company is a beverage company, manufacturer and distributor of non-alcoholic beverage concentrates and syrups.

Coca-Cola currently offers more than 500 brands in over 200 countries with 1.6 billions servings each day.(as per year 2009)

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

Coca-Cola works its Bottling Operations in two types.

1.)COBO(Company Owned Bottling Operations).

2.)FOBO(Franchisee Owned Bottling Operations)

There are 13 FOBO’s all over INDIA. FOBO contributes 35% of Coca-Cola’s business in India and 65% is from 19 COBO’s across INDIA.

KANDHARI BEVERAGESPvt. Ltd.

• KANDHARI GROUP was established in 1967 .

• The group’s first venture was a bottling unit as a franchisee of PARLE’s soft drink manufacturing “ Gold Spot ” under license from PARLE established at Amritsar .

• In 1993, the world renowned soft drink giant - Coca-Cola entered India and bought over PARLE brand of soft drink products, being one of the star bottlers of PARLE the Group switched to manufacturing, bottling & marketing of Coke brand of soft drink products.

• KANDHARI BEVERAGES is FOBO of COCA-COLA INDIA.

STRENGTHS* World leading brand* Cash rich co.* Total beverage solution company.* Distribution channel.* Huge consumer pull.

WEEKNESS

* Vulnerable to negative publicity.

*Health issues among customers.

OPPORTUNITIES* Growing bottled water market.* Diversification for other business like Food and snacks.* Growing juice market.

SWOT

SWOT ANALYSIS OF COCA-COLA

Perception Of Consumer/Retailer towards Kinley Water and Kinley Club Soda

OBJECTIVES OF THE STUDY

• Studying and understanding consumers and retailers perception and opinion about the product.

• To check the level of awareness and acceptance among the people.

• Factors leading to the Non-Acceptance of the product.

• Retailer’s needs and expectation from the company.

• Evaluating competitors strength and weakness in the market.

• Comparative analysis among Brand Packages.

RESEARCH METHODOLOGY

• Area of Research: Chandigarh and in the chain of outlets all over the city including Taverns, Grocery, Convenience and E&D outlets.

• Two Questionnaires were devised one for Retailer and one for Consumer.

Questionnaires

• Retailer’s Sample Size-100• Consumer’s Sample Size-100

ANALYSIS• RETAILERSGraph1-Shows Percentage Preference of Retailers to sell which

Brand of Bottled Water

FINDINGS-Through this we came to know that Equal has the highest market share and is the most preferred brand in BOTTLED WATER amongst the retailers of Chandigarh .Kinley is far behind Equal in terms of Market Share.

Kinley24%

Aquafina24%Bisleri

13%

Equal32%

Others8%

Preference of the Retailers

Kinley Aquafina Bisleri Equal

Others

Graph 2- Shows reasons in terms of percentage for not selling Kinley Water

Brand loyalty with other co.'s15%

Lower margins43%

Less Number Of Schemes24%

Poor dealer Relationship6%

Poor service and Supply12%

Reasons For Not selling Kinley

Brand loyalty with other co.'s

Lower margins

Less Number Of Schemes

Poor dealer Relationship

Poor service and Supply

FINDINGS- Because of the lower margins being provided to the retailer by the coca-cola company they are not preferring Kinley ,and also due to very less number schemes being provided to them as compared to other companies.

Graph 3- Shows the percentage preference of retailers to sell which Brand of CARBONATED WATER (SODA)

Kinley Club Soda15%

Lehar7%

Kingfisher28%

Equal34%

Others16%

Preference of the retailers Kinley Club Soda

Lehar

Kingfisher

Equal

Others

FINDINGS-From the above graph we come to know that Equal brand is the highly preferred brand by the retailers and has the highest market share after which Kingfisher and KINLEY CLUB SODA are preferred.

Graph4-Shows the reasons in terms of percentage for not Selling Kinley Club Soda

Brand Loyalty With other Co's16%

Lower Margins being provided

45%

Less Number of Schemes29%

Poor dealer relationship10%

Reasons for Not Selling

Brand Loyalty With other Co'sLower Margins being providedLess Number of SchemesPoor dealer relationship

FINDINGS-From the above graph we see that because of the lower margins being provided to the retailer by the coca-cola company they are not preferring Kinley Club Soda ,and also due to very less number schemes being provided to them as compared to other companies.

• CUSTOMERSPreference of consumer for BOTTLED WATER.

Kinley29%

Bisleri25%

Aquafina27%

Equal10%

Others8%

Preference of Brand

KinleyBisleriAquafinaEqualOthers

Kinley water is the most preferred brand among the consumers with its major competitors to be Aquafina and Bisleri

Reasons for not consuming KINLEY.

Brand Loyalty With other Co's5%

Bad Taste3%

Poor Packaging2%

Lack of Availability46%

Advertisement10%

Price34%

Reasons for Not buying KINLEY

Brand Loyalty With other Co'sBad TastePoor PackagingLack of AvailabilityAdvertisementPrice

Due to lack of availability the consumers are not able to consume Kinley Water as Retailers are not preferring to keep Kinley in their outlets. And the other major Reason is its Price.

Preference of consumer for CARBONATED WATER (SODA)

Kinley32%

Lehar30%

Equal21%

Kingfisher15%

Others2%

Preferred Brand

KinleyLeharEqualKingfisherOthers

Kinley and Lehar are the most preferred brands by the consumers in Carbonated water

Brand Loyalty With othe Co.5%

Less Fizzy9% Packaging

3%

Availability64%

Advertisement2%

Price17%

Reasons for not Buying

Brand Loyalty With othe Co.Less FizzyPackagingAvailabilityAdvertisementPrice

Consumers are not able to consume Kinley Club Soda because of the lack of availability in the market followed by the another reason that is price as compared to its competitors.

ACTUAL WORK DONE IN THE PROJECT

• Route-Riding

• Visi-Cooler Penetration

• Generating sales of RGB 200ml

• EDSR (Every Day Survey Report)

• MIT (Merchandising Impact Team)

• Presell Orders for all Brand Packages

• Scope and Opportunities for opening New outlets.

• Equal has the highest market share in both Kinley Water and Soda due to the preference of retailers.

• Consumers are willing to buy Kinley but due to non-preference of retailers they are unable to buy.

• Another problem was the price in odd figures due to which the consumers weren’t preferring Kinley.

• There was some problem in area where INDIRECT DISTRIBUTION system is carried as according to retailers they aren’t being provided with the equal number of schemes as to other retailers by the distributors.

• Dealer relationships are better with PEPSI as compared to Coca-Cola .

• Consumers as well as Retailer are unaware about the 200ml RGB product in the market.

• Retailer are unhappy with PEPSI’s Presell –Order system.

FINDINGS

• Schemes through Text Messages to the retailers.

• Increase in the RED score from 74.4 to 80.9 .

• Visi – Installations at various Pumps and Shops across the city of Chandigarh.

• Presell routes were converted into daily to route basis system.

• Provided Kinley Water as scheme bottles with 1 shell of 500 ml bottle .

• Availability of Juice and Cans through out the city was carried.

IMPLICATIONS

• Better Method of communicating schemes to the retailer as through Text Messages.

• To stop the preselling routes which were being carried out in some sectors of Chandigarh.

• Increasing the margins for the retailer even by a mere amount could increase the sales on Kinley Products as consumers are preffering Kinley.

• The Price of the Kinley Water should be made into round-figures as of 10, 12 which will solve the problem of change money for consumers .

• To provide Kinley Water or Soda as scheme bottles with other more selling brands of Coca-Cola would increase the display of the brand at the outlets which in result could increase the sales for Kinley Products also.

• Proper Execution to be held in the Indirect Distribution System area on weekly basis.

• Availability of all brands and packing at all outlets .

RECOMMENDATIONS

LIMITATIONS

• Time and cost constraints were there. • A Samples size of 100 has been use due to other work also done regularly

which was given to us by company. • The time period of study was only for three month so it was not possible to

cover all the areas and go into the depth of the problem and make analysis. • Non-Cooperation of the Retailers. • Chances of some biasness could not be eliminated. • Retailers filling the questionnaire Non-Seriously.• Consumers filling the questionnaire Non-Seriously.• Misunderstanding of the concept.• Hurried filling of the questionnaire.