Upload
sivasrinivasrao-chinna
View
214
Download
0
Embed Size (px)
Citation preview
7/28/2019 Project Report Gowthami
1/66
1 | P a g e
STUDY ON AVAILABILITY UNDERRIGHT EXECUTION DAILY
PROGRAMME AND
UNBILLED COOLER OUTLETS AS PRE GROW BY EXCELLENT EXECUTION
PROGRAMME
With reference to
Hindustan Coca-Cola Beverages Pvt. Ltd, Ameenpur, Hyderabad
A Project Report submitted in partial fulfillment of the requirement for the award of
MASTERS DEGREE IN BUSINESS ADMINISTRATION
By
GOWTHAMI BUDARAPU
(Roll No: 1225111408)
Under the Guidance of
Dr. Y.V.V.S.S.S. Vara Prasad, M.Com, MBA., PhDAssociate Professor (HRM)
GITAM Institute of Management
GITAM INSTITUTE OF MANAGEMENT
GITAM UNIVERSITY
(Established U/S 3 of UGC Act, 1956)
VISAKHAPATNAM
(2011-12)
7/28/2019 Project Report Gowthami
2/66
2 | P a g e
Certificate by the company on their letter head
This is to certify that Gowthami Budarapu, MBA student (Enrollment No 1225111408),
GITAM Institute of Management, GITAM University has done the project from 02
May 2012 to 12 June 2012 on Availability Under Right Execution Daily Programme
& Study on Unbilled Cooler Outlets as per Grow by Excellent Execution Programme
in our Organization for submission in partial fulfillment for the award of Post Graduate
Degree of Master of Business Administration by GITAM University and his/her work
has been satisfactory.
7/28/2019 Project Report Gowthami
3/66
3 | P a g e
DECLARATION
I, Gowthami Budarapu a student of Masters of Business Administration (M.B.A.), GITAM
Institute of Management (GIM), GITAM University, hereby declare that the project work
initiated on Study on Availability Under Right Execution Daily Programme & Unbilled
Cooler Outlets as per Grow by Excellent Execution Programme at Hindustan Coca-Cola
Beverages Pvt. Ltd, Ameenpur, Hyderabad is a genuine work done by me in partial
fulfillment for the requirement of the degree of Masters of Business Administration. I
confirm this has not been published or submitted elsewhere for the award of any degree in
part or in full.
Name of the student: Gowthami Budarapu
Date:
7/28/2019 Project Report Gowthami
4/66
4 | P a g e
CERTIFICATE
This is to certify that the project Report titled Availability Under Right Execution
Daily Programme & Unbilled Cooler Outlets as per Grow by Excellent Execution
Programme is an original work carried out by Gowthami Budarapu (Enrollment No
1225111408), under my guidance and supervision, in partial fulfillment for the award of
the degree of Masters of Business Administration by GITAM Institute of Management,
GITAM University, Visakhapatnam, during the Academic year 2011-12. This report
has not been submitted to any other University or Institution for the award of any
Degree/Diploma/Certificate.
Signature of Guide
Name and Address of the Guide:
Name of Faculty: Dr. Y.V.V.S.S.S. Vara Prasad
Designation: Associate Professor (HRM)
GITAM Institute of Management
Visakhapatnam
7/28/2019 Project Report Gowthami
5/66
5 | P a g e
ACKNOWLEDGEMENT
It is my pleasure to acknowledge and express my gratitude to all those who helped me
throughout in the successful completion of this project.
I wish to express my gratitude to Prof. K Siva Rama Krishna, Dean & Principal, GITAM
Institute of Management, GITAM University, Visakhapatnam, for giving me this valuable
opportunity to experience the work culture in an organization.
I am grateful to Dr. Y.V.V.S.S.S. Vara Prasad, Associate Professor (HRM), GITAM Institute
of Management, GITAM University, Visakhapatnam for his continuous guidance toaccomplish this project work, successfully.
I am very thankful to Sri. P. Mahesh, Area Sales Manager (Marketing) ofHindustan Coca-
Cola Beverages Pvt. Ltd, Ameenpur, Patancheru, Hyderabad, for extending support
throughout the project.
I am thankful to Sri K. V. S. Mahesh, Sales Trainer & Sri T.Rajesh, Sales Trainer, Hindustan
Coca-Cola Beverages Pvt. Ltd, Ameenpur, Patancheru, Hyderabad, for providing information
regarding the project.
GOWTHAMI BUDARAPU
(Roll No: 1225111408)
7/28/2019 Project Report Gowthami
6/66
6 | P a g e
THEORITICAL FRAMEWORK
Marketing:
"Marketing is the process of planning and executing the conception, pricing, promotion, and
distribution of ideas, goods, services, organizations, and events to create and maintain
relationships that will satisfy individual and organizational objectives."
MARKETING THEORIES AND CONCEPTS
Needs
- A human need is a state of felt deprivation.
Ex: physical needs, social needs, individual needs
Wants
- As human needs are shaped by culture and individual personality, these take the form of
human wants.
- Wants are described in terms of objects that will satisfy the needs.
Ex: NeedFood
Want???
American will want a burger; Filipino will want adobe; Japanese will want sushi.
Needs vs. Wants
Some sellers confuse wants and needs. Consider this...
A customer does not need a drill bit; rather he needs a hole.
CORE MARKETING CONCEPTS
NEEDS
MARKETS WANTS
TRANSACTIONS DEMANDS
EXCHANGE PRODUCTS
7/28/2019 Project Report Gowthami
7/66
7 | P a g e
Demands
When backed by buying power, wants become demands. Consider this...
Unlimited wants Limited resources.
Consumers view products as bundles of benefits. They choose products that give them the
best bundle for their money.
Differentiate the perceived bundle of benefits given by these products.
Shirts: Bench, Lacoste / Soap: Safeguard, Neutrogena / Shampoo: Pantene, Palmolive
Various States of Demand
(1) Negative Demand
(2) No Demand
(3) Latent Demand
(4) Falling Demand
(5) Irregular Demand
(6) Full Demand
(7) Overfull Demand
(1) Negative Demand
A major part of the market dislikes the product and may even pay to avoid it.
Ex: vaccinations, dental work, seat belts
Challenge: Marketers must analyze why the market dislikes the product, and whether
product redesign, lower prices, or more positive promotion can change consumer attitudes.
(2) No Demand
Target consumers may be uninterested in the product.
Ex: Farmers may not want new farming method; students may not care for foreign
language courses.
Challenge: Marketer must find ways to connect the product's benefits with the market's
needs and interests.
(3) Latent Demand
Consumers have a want that is not satisfied by any existing product or service.
Ex: Non harmful cigarettes, safer neighbourhoods, biodegradable packages, fuel-efficientcars
7/28/2019 Project Report Gowthami
8/66
8 | P a g e
Challenge: Marketer must measure the size of the potential market and develop effective
goods and services that will satisfy demand.
(4) Falling Demand
Sooner or later, every organization faces falling demand for one of its products.
Ex: churches face membership decline, fewer applicants to colleges
Challenge: Marketer must find causes of market decline and re-stimulate demand by finding
new markets, changing product features, or creating more effective communications.
(5) Irregular Demand
Demand varies on a seasonal, daily, or even hourly basis, causing problems of idle or
overworked capacity.
Ex: MRT and museums
Challenge: Marketer must find ways to change the time pattern of demand through flexible
pricing, promotion, and other incentives.
(6) Full Demand
The organization has just the amount of demand it wants and can handle.
Challenge: Marketer works to maintain the current level of demand in the face of changing
consumer preferences and increasing competition. An organization maintains quality and
continually monitors consumer satisfaction.
(7) Overfull Demand
Demand is higher than the company can or wants to handle.
Ex: Overcrowding at parks, overloading of buses or ferries
Challenge: The marketing task, called de-marketing, is to find ways to reduce the demand
temporarily or permanently. Examples include raising prices and reducing promotions. Aim
is not to destroy demand but to reduce it.
Products
A product is anything that can be offered to a market for attention, acquisition, use, or
consumption and that might satisfy a need or want.
A product may be goods, services, persons, places, organizations, activities, ideas... anything
capable of satisfying a need.
Exchange
Exchange is the act of obtaining a desired object from someone by offering something in
return.
7/28/2019 Project Report Gowthami
9/66
9 | P a g e
Exchange is not the only means a person can obtain a desired object.
Consider these... hunting, stealing and begging.
Advantages of Exchange:
- No need to prey on other or beg from others
- No need to possess all skills to produce every necessity for himself
Exchange is the core concept of marketing.
Transactions
If exchange is the core concept of marketing, a transaction is marketing's unit of
measurement.
A transaction consists of a trade of values between two parties.
Monetary transaction vs. Barter transaction
Markets
A market is the set of actual and potential buyers of a product.
3 Kinds of Market
(1) Self-sufficiency
(2) Decentralized Exchange
(3) Centralized Exchange
Marketing Management Philosophies
(1) Production Concept
(2) Product Concept
(3) Selling Concept
(4) Marketing Concept
(5) Societal Marketing Concept
(1) Production Concept
The production concept holds that consumers favour products that are available and highly
affordable. Management should therefore focus on improving production and distribution
efficiency.
- Useful in 2 types of situations:
(1) When demand for a product exceeds the supply
7/28/2019 Project Report Gowthami
10/66
10 | P a g e
(2) When the product's cost is too high and improved productivity is needed to bring
it down
(2) Product Concept
The product concept holds that consumers favour products that offer the most quality,
performance, and features. Organizations should devote energy to making continuous product
improvements.
- can lead to marketing myopia
(3) Selling Concept
The selling concept holds that consumers will not buy enough of the organization's products
unless it undertakes a large selling and promotion effort.
- Practiced with unsought goodsthose which buyers do not normally think of buying (e.g.
encyclopaedias, funeral plots)
- Also practiced in the non-profit area (e.g. political candidates).
(4) Marketing Concept
The marketing concept holds that achieving organizational goals depends on determining the
needs and wants of target markets and delivering the desired satisfaction more effectively and
efficiently than competitors.
- adopted by Procter & Gamble, IBM, McDonald's, Disney
(5) Societal Marketing Concept
This concept holds that the organization should determine the needs, wants, and interests of
target markets. It should deliver the desired satisfactions more effectively and efficiently than
competitors in a way that maintains or improves the consumer's and the society's well-being.
- questions whether the pure marketing concept is adequate in an age of environmental
problems, resource shortages, rapid population growth, worldwide inflation, and neglected
social services
- claims the pure marketing concept overlooks possible conflicts between short-run consumerwants and long-run consumer welfare.
DIRECT MARKETING
Direct marketing is just what it sounds like - directly reaching a market (customers and
potential customers) on a personal (phone calls, private mailings) basis, or mass-media basis
(infomercials, magazine ads, etc.).
Direct marketing is often distinguished by aggressive tactics that attempt to reach new
customers usually by means of unsolicited direct communications. But it can also reach out to
existing or past customers. A key factor in direct marketing is a "call to action." That is,
direct marketing campaigns should offer an incentive or enticing message to get consumers to
7/28/2019 Project Report Gowthami
11/66
11 | P a g e
respond (act).Direct marketing involves the business attempting to locate, contact, offer, and
make incentive-based information available to consumers.
Types of Direct Marketing
Three main types of direct marketing include:
Telemarketing: Direct marketing that involves calling people at home or work to ask fordonations, an opinion, or for sales purposes.
Email Direct Marketing: This form of direct marketing targets consumers through theirEmail accounts. Email addresses can be harvested from websites, forums, or purchased.
Some companies require you to receive announcements to use their websites.
Direct Mail Marketing: Advertising material sent directly to home and businessaddresses.
Other types of direct marketing include: distributing flyers; door-to-door solicitations;
curbside stands; FAX broadcasting; television marketing (i.e., infomercials); coupon ads inprint media; and voice mail marketing.
CONCEPT AND COMPONENTS OF MARKETING MIX
Marketing involves a number of activities. To begin with, an organization may decide on its
target group of customers to be served. Once the target group is decided, the product is to be
placed in the market by providing the appropriate product, price, distribution and
promotional efforts. These are to be combined or mixed in an appropriate proportion so as to
achieve the marketing goal. Such mix of product, price, distribution and promotional efforts
is known as Marketing Mix.According to Philip Kotler Marketing Mix is the set of controllable variables that the firm
can use to influence the buyers response. The controllable variables in this context refer to
the 4 Ps [product, price, place (distribution) and promotion]. Each firm strives to build up
such a composition of 4Ps, which can create highest level of consumer satisfaction and at
the same time meet its organizational objectives. Thus, this mix is assembled keeping in
mind the needs of target customers, and it varies from one organization to another depending
upon its available resources and marketing objectives. Let us now have a brief idea about the
four components of marketing mix.
Product: Product refers to the goods and services offered by the organization. A pair of
shoes, a plate of dahi-vada, a lipstick, all are products. All these are purchased because they
satisfy one or more of our needs. We are paying not for the tangible product but for the
benefit it will provide. So, in simple words, product can be described as a bundle of benefits
which a marketer offers to the consumer for a price. While buying a pair of shoes, we are
actually buying comfort for our feet, while buying a lipstick we are actually paying for
beauty because lipstick is likely to make us look good. Product can also take the form of a
service like an air travel, telecommunication, etc. Thus, the term product refers to goods and
services offered by the organization for sale.
Price: Price is the amount charged for a product or service. It is the second most important
element in the marketing mix. Fixing the price of the product is a tricky job. Many factorslike demand for a product, cost involved, consumers ability to pay, prices charged by
7/28/2019 Project Report Gowthami
12/66
12 | P a g e
competitors for similar products, government restrictions etc. have to be kept in mind while
fixing the price. In fact, pricing is a very crucial decision area as it has its effect on demand
for the product and also on the profitability of the firm.
Place: Goods are produced to be sold to the consumers. They must be made available to the
consumers at a place where they can conveniently make purchase. Woollens are
manufactured on a large scale in Ludhiana and you purchase them at a store from the nearby
market in your town. So, it is necessary that the product is available at shops in your town.
This involves a chain of individuals and institutions like distributors, wholesalers and
retailers who constitute firms distribution network (also called a channel of distribution).
The organization has to decide whether to sell directly to the retailer or through the
distributors/wholesaler etc. It can even plan to sell it directly to consumers.
Promotion: If the product is manufactured keeping the consumer needs in mind, is rightly
priced and made available at outlets convenient to them but the consumer is not made aware
about its price, features, availability etc, its marketing effort may not be successful. Therefore
promotion is an important ingredient of marketing mix as it refers to a process of informing,
persuading and influencing a consumer to make choice of the product to be bought.Promotion is done through means of personal selling, advertising, publicity and sales
promotion. It is done mainly with a view to provide information to prospective consumers
about the availability, characteristics and uses of a product. It arouses potential consumers
interest in the product, compare it with competitors product and make his choice. The
proliferation of print and electronic media has immensely helped the process of promotion.
7/28/2019 Project Report Gowthami
13/66
13 | P a g e
INTRODUCTION TO FMCG INDUSTRY
A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables (Other than groceries/pulses) people
buy at regular intervals. The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged food stuff, and house hold accessories
and extends to certain electronic goods. These items are meant for daily of frequent
consumption and have a high return. The Indian FMCG sector is an important contributor to
the countrys GDP. The FMCG sector is the fourth largest sector of Indian economy.
The FMCG market is estimated to treble from its current figure in the coming decade. The
Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of $13.1 billion. It has a strong MNC presence and is characterized by a well-
established distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheaper labour costs
and presence across the entire value chain gives India a competitive advantage. The FMCG
market is set to treble from $11.6 billion in 2003 to $33.4 billion in 2015. Penetration level as
well as per capita consumption in most product categories like jams, toothpaste, skin care,
hair wash etc. in India is low indicating the untapped market potential. Burgeoning Indian
population, particularly the middle class and the rural segments, presents an opportunity to
makers of branded products to convert consumers to branded products. Growth is also likely
to come from consumer 'upgrading' in the matured product categories. With 200 million
people expected to shift to processed and packaged food by 2010, India needs around $28
billion of investment in the food-processing industry.
In this year when almost all the stocks have been tumbled heavily on the Dalal Street, the one
sector which completely outperformed the market is FMCG. During last 52 weeks the
SENSEX has lost by around 53%, while BSE FMCG has just lost by below 10%. Sensex
witnessed strong bull market journey with almost 7 fold gains from 3000 in 2003 to 21000 in
2008, the FMCG did not match the Index equivalently but managed to follow the trend by
almost 3.5 times gain for the same period. Now in a bear market scenario, the FMCG is
bucking the trend which is a big sigh of relief for investors.
Hence we believe FMCG is strong and defensive sector and one should consider this sectorfor his portfolio and allocate some portion for it.
HLL led the way in revolutionizing the product, market, distribution and service formats of
the FMCG industry by focusing on rural markets, direct distribution, creating new product,
distribution and service formats. The FMCG sector also received a boost by government led
initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the
country that witnessed firms moving away from outsourcing to manufacturing by investing in
the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell inlarge numbers and so the cumulative profit on such products can be large. Unlike some
7/28/2019 Project Report Gowthami
14/66
14 | P a g e
industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass
layoffs every time the economy starts to dip. A person may put off buying a car but he will
not put off having his dinner.
Unlike other economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs.
The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the IndianEconomy and is worth Rs.93000 crores. The main contributor, making up 32% of the sector,
is the South Indian region. It is predicted that in the year 2010, the FMCG sector will be
worth Rs.143000 crores. The sector being one of the biggest sectors of the Indian Economy
provides up to 4 million jobs.
(Source: HCCBPL, Monthly Circular, March)
BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHTSince the early 1990s Coca-Cola Corporation and PepsiCo have been combating on what is
known as the Beverage Battlefield in India. Today India is one of the most sought after
countries for foreign investments because of their continually growing market opportunities.
However during Coca-Cola and Pepsis attempts to broaden their global consumer bases both
companies encountered several obstructions on their pursuits of conquering the Indian soft
drink market.
The Indian Beverage Market
Indias one billion people, growing middle class, and low per capita consumption of soft
drinks made it a highly contested prize in the global CSD market in the early twenty-first
century. Ten percentage of the countrys population lived in urban areas or large cities and
drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and
small towns where annual per capita consumption was less than four bottles. Coke and Pepsi
dominated the market and together had a consolidated market share above 95%. While soft
drinks were once considered products only for the affluent, by 2003 91% of sales were made
to the lower, middle and upper middle classes. Soft drink sales in India grew 76% between
1998and 2002, from 5,670 million bottles to over 10,000million and were expected to grow
at least 10% per year through 2012.28 In spite of this growth, annual per capita consumption
was only 6 bottles versus 17in Pakistan, 73 in Thailand, 173 in the Philippines and800 in theUnited States.
With its large population and low consumption, the rural market represented a significant
opportunity for penetration and a critical battleground for market dominance. In 2001, Coca-
Cola recognized that to compete with traditional refreshments including lemon water, green
coconut water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke
launched a smaller bottle priced at almost 50% of the traditional package.
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:
1. Alcoholic, non-alcoholic and sports beverages2. Natural and Synthetic beverages
7/28/2019 Project Report Gowthami
15/66
15 | P a g e
3. In-home consumption and out of home on premises consumption.4. Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.5. 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 thatbeverages have to be consumed occasionally. In order to 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:
1. The quality and the consistency of beverages needs to be enhanced so that consumersare satisfied and they enjoy consuming beverages.
2. The credibility and trust needs to be built so that there is a very strong and safe feelingthat the consumers have while consuming the beverages.
3. Consumer education is a must to bring out benefits of beverage consumption whetherin terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige
relevant to the category.
4. Communication should be relevant and trendy so that consumers are able to find anappeal to go out, purchase and consumer.
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.
COMPANY PROFILE
We sell moments of pleasure, cents at a time, 1.6 billion servings every day, and we feel
that there is tremendous continued opportunity both today and tomorrow. In the coming
decade, as a billion new consumers enter into the middle class around the world, we see great
opportunity for our per capita consumption to continue rising. And we firmly believe that our
Coca-Cola system is ideally and uniquely positioned to capture this opportunity and achieve
the goals of our 2020 Vision.- says Muhtar Kent Chairman and Chief Executive Officer,
Coca Cola Company.Muhtar Kent (born in 1952), is a Turkish American businessman, who is currently Chairman
and Chief Executive Officer (CEO) of The Coca-Cola Company. He was appointed to
assume the position of Chief Operating Officer of the Company in 2008.
Muhtar Kent found a job at The Coca-Cola Company through a newspaper ad. He toured the
country in trucks to sell Coca-Cola, and thereby learned its distribution, marketing and
logistics systems.
7/28/2019 Project Report Gowthami
16/66
16 | P a g e
In 1985, he was promoted to the general manager position of Coca-Cola Turkey and CentralAsia, and transferred the headquarters of the company from Izmir to Istanbul. Three years
later, he was appointed vice president of Coca-Cola International, responsible for 23
countries in a region from the Alps to the Himalayas. Living in Vienna, Austria, he served at
this post until 1995.
From 1989 to 1995, he served as president of the Companys East Central Europe Division
during which he was responsible for 23 countries.
Promoted further, Muhtar Kent became in 1995 managing director of Coca-Cola Amatil-
Europe. In two years, he increased the turnover of the company about 50%, which covered
bottling operations in 12 European countries. In 1999, he left the Coca-Cola Company after
20 years of service. Returning to Turkey, Muhtar Kent assumed the post of top executive of
Efes Beverage Group at Anadolu Group, the largest local shareholder of the Coca-Cola
franchise in Turkey and one of Europe's largest international beverage businesses. He
extended the company's territory from the Adriatic to China.
In May 2005, he re-joined Coca-Cola after almost 6 years and was appointed president and
chief operating officer of the companys North Asia, Eurasia and Middle East Group, a
position reporting directly to chairman and chief executive officer Neville Isdell. Muhtar
Kent's rise continued and he was promoted in January 2006, the newly-created position of
president of International Operations. In this capacity, he was responsible for all operations
outside of North America, and all group presidents outside of North America reported to him.
His successful career took him finally to the summit of the Coca-Cola Company, which
named him chairman and chief executive officer, effective July 1, 2008. He currently serves
on the board of directors of the National Committee on United States-China Relations.
While CEO of Coca-Cola in 2008, Muhtar Kent's earnings totalled $19,628,585, which
included a base salary of $1,100,000, a cash bonus of $4,500,000, stocks granted of
$2,999,975, and options granted of $10,280,428
ABOUT THE COMPANY
7/28/2019 Project Report Gowthami
17/66
17 | P a g e
MISSION
Coca Cola Roadmap starts with their mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
1. To refresh the world. (In mind, body and spirit.)2. To inspire moments of optimism and happiness. (Through our brands and our
actions.)
3. To create value and make a difference. (Everywhere we engage.)VISION
The world is changing all around us. To ensure our business will continue to thrive over the
next 10 years and beyond, we are looking ahead to understand the trends and forces that will
shape our industry in the future. Our 2020 Vision creates a long-term destination for our
business. It provides us with business goals that outline what we need to accomplish with our
global bottling partners in order to continue winning in the marketplace and achieving
sustainable, quality growth. For each goal, we have a set of guiding principles and strategies
for winning throughout the entire Coca-Cola system.
7/28/2019 Project Report Gowthami
18/66
18 | P a g e
The Coca-Cola Promise:
The Coca-Cola Company exists to benefit and refresh everyone who is touched by ourbusiness.
Our Winning Culture:
Our Winning Culture defines the attitudes and behaviors that will be required of us to make
our 2020 Vision a reality.
Live Our Values: Our values serve as a compass for our actions and describe how we
behave in the world.
7/28/2019 Project Report Gowthami
19/66
19 | P a g e
Focus on the Market:
1. Focus on needs of our consumers, customers and franchise partners2. Get out into the market and listen, observe and learn3. Possess a world view4. Focus on execution in the marketplace every day5. Be insatiably curious
Work Smart
1. Act with urgency2. Remain responsive to change3. Have the courage to change course when needed4. Remain constructively discontent5. Work efficiently
7/28/2019 Project Report Gowthami
20/66
20 | P a g e
Act like Owners
1. Be accountable for our actions and inactions2. Steward system assets and focus on building value3. Reward our people for taking risks and finding better ways to solve problems4. Learn from our outcomes -- what worked and what didnt
Be the Brand
Inspire creativity, passion, optimism and funHISTORY OF COCA-COLA
History
Coca-Cola was invented by Doctor John Pemberton a pharmacist from Atlanta Georgia in
May of 1886. John Pemberton concocted the Coca Cola formula in a three legged brass
kettle; all this was done in his backyard. The name Coca Cola was actually given to John
Pemberton by his bookkeeper Frank Robinson.
Frank Robinson had excellent penmanship. He first scripted "Coca Cola" into the flowing
letters which has become the famous logo we know and love today. The soft drink was first
sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About
nine servings of the soft drink were sold each day. Sales for that first year added up to a total
of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the
first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained
extracts of cocaine as well as the caffeine-rich kola nut.
Dr .John Pemberton
In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for
Coca Cola from inventor John Pemberton for $2,300.By the late 1890s, Coca Cola was one of
America's popular fountain drinks; Candler's aggressive marketing of the product takes credit
for that.
With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over
4000% between 1890 and 1900. Advertising was an important factor in John Pemberton and
Asa Candler's success and by the turn of the century, the drink was sold across the United
States and Canada. Coca Cola began selling syrup to independent bottling companies
licensed to sell the drink. Still today, the US soft drink industry is organized on this principle.
Evolution of Coca Cola
7/28/2019 Project Report Gowthami
21/66
21 | P a g e
7/28/2019 Project Report Gowthami
22/66
22 | P a g e
It was 1886, and in New York Harbour, workers were constructing the Statue of Liberty.
Eight hundred miles away, another great American symbol was about to be unveiled. Like
many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by
simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when itwas done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was
combined with carbonated water and sampled by customers who all agreed --this new drink
was something special. So, Jacobs' Pharmacy put it on sale for five cents a g lass. Embertons
bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct
script.
To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9
glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more
than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without
realizing the success of the beverage he had created. Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of
about $2,300. Candler would become the Company's first president, and the first to bring real
vision to the business and the brand.
7/28/2019 Project Report Gowthami
23/66
23 | P a g e
Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a
business. He knew there were thirsty people out there, and Candler found brilliant and
innovative ways to introduce them to this exciting new refreshment. He gave away coupons
for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with
clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-
Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup
plants in Chicago, Dallas and Los Angeles. Inevitably, the soda's popularity led to a demandfor it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph
Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who
responded without enthusiasm. Despite being a brilliant and innovative businessman, he
didn't realize then that the future of Coca-Cola would be with portable, bottled beverages
customers could take anywhere. He still didn't realize it five years later, when, in 1899, two
Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead, secured exclusive
rights from Candler to bottle and sell the beverage --for the sum of only one dollar.
Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none toopleased about the proliferation of copycat beverages taking advantage of its success. This was
a great product, and a great brand. Both needed to be protected. Advertising focused on the
authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no
substitute." The Company also decided to create a distinctive bottle shape to assure people
they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute,
Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they
began manufacturing the famous contour bottle. The contour bottle, which remains the
signature shape of Coca-Cola today, was chosen for its attractive appearance, original design
and the fact that, even in the dark, you could identify the genuine article. As the country
roared into the new century, the Coca-Cola Company grew rapidly, moving into Canada,
BEYOND ATLANTA(1893-1904)
SAFEGUARDING THE BRAND
( 1905-1918)
7/28/2019 Project Report Gowthami
24/66
24 | P a g e
Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In 1900, there
were two bottlers of Coca-Cola; by 1920, there would be about 1,000.
Coca cola enjoyed in 53 countries worldwide. It introduced 6 packs. In 1925, 6000000 drinks
per day. Perhaps no person had more impact on The Coca-Cola Company than Robert
Woodruff. In 1923, four years after his father Ernest purchased the Company from AsaCandler, Woodruff became the Company president. While Candler had introduced the U.S. to
Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing the
beverage to the world beyond. Woodruff was a marketing genius who saw opportunities for
expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced
Coca-Cola to the Olympic Games for the first time when Coca-Cola travelled with the U.S.
team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of
the six packs, the open top cooler, and many other innovations that made it easier for people
to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge
success, but a big part of people's lives.
Coca cola enjoyed in 120 countries worldwide by Introducing Coke. In 1941, America
entered World War II. Thousands of men and women were sent overseas. The country, and
Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform gets a bottle of
Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In 1943, General
Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of
materials for 10 bottling plants. During the war, many people enjoyed their first taste of the
beverage, and when peace finally came, the foundations were laid for Coca-Cola to do
business overseas. Woodruffs vision that Coca-Cola be placed within "arm's reach of
desire," was coming true --from the mid-1940s until 1960, the number of countries with
bottling operations nearly doubled. Post-war America was alive with optimism and
prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and his imagery of its
THE WOODRUFF LEGACY (1919-1940)
The War and Its Legacy (1941-1959)
7/28/2019 Project Report Gowthami
25/66
25 | P a g e
advertising --happy couples at the drive-in, carefree moms driving big yellow convertibles --
reflected the spirit of the times.
Coca cola enjoyed in 163 countries worldwide. It introduced can in 1960. In 1981 Roberto c.
Goizueta became chairman and CEO of the coca cola company After 70 years of successwith one brand, Coca-Cola, the Company decided to expand with new flavours: Fanta,
originally developed in the 1940s and introduced in the 1950s; Sprite followed in 1961,
with TAB in 1963 and Fresca in 1966. In 1960, The Coca-Cola Company acquired The
Minute Maid Company, adding an entirely new line of business juices to the Company. The
Company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a
home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more.
Advertising for Coca-Cola, always an important and exciting part of its business, really came
into its own in the 1970s, and reflected a brand connected with fun, friends and good times.
The international appeal of Coca-Cola was embodied by a 1971 commercial, where a groupof young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy
the World a Coke." In 1978, The Coca-Cola Company was selected as the only Company
allowed selling packaged cold drinks in the People's Republic of China.
Coca cola enjoyed in 165 countries worldwide. In 1982 diet coke was introduced. The 1980sthe era of legwarmers, headbands and the fitness craze, and a time of much change and
innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became chairman of
The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled Castro's
Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent risk
taking." Among his bold moves was organizing the numerous U.S. bottling operations into a
new public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke,
the very first extension of the Coca-Cola trademark; within two years, it had become the top
low-calorie drink in the world, second in success only to Coca-Cola. One of Goizueta's other
initiatives, in 1985, was the release of a new taste for Coca-Cola, the first change in
formulation in 99 years. In taste tests, people loved the new formula, commonly called new
DIET COKE AND NEW COKE (1982-1989)
7/28/2019 Project Report Gowthami
26/66
26 | P a g e
Coke. In the real world, they had a deep emotional attachment to the original, and they
begged and pleaded to get it back.
Critics called it the biggest marketing blunder ever. But the Company listened, and the
original formula was returned to the market as Coca-Cola classic, and the product began to
increase its lead over the competition a lead that continues to this day.
In 1993 pet bottles are introduced. Coca cola enjoyed in 200 countries worldwide. The 1990s
were a time of continued growth for The Coca-Cola Company. The Company's long
association with sports was strengthened during this decade, with on-going support of the
Olympic Games, FIFA World Cup football (soccer), Rugby World Cup and the National
Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR
racing, connecting the brand with one of the world's fastest growing and most popularspectator sports. And 1993 saw the introduction of the popular "Always Coca-Cola"
advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time.
New markets opened up as Coca-Cola products were sold in East Germany in 1990 and
returned to India in 1993. New beverages joined the Company's line-up, including
PowerAde sports drink, Qoo children's fruit drink and Dasani bottled water. The
Company's family of brands further expanded through acquisitions, including Limca,
Maaza and Thums Up in India, Barq's root beer in the U.S., Inca Kola in Peru, and
Cadbury Schweppes' beverage brands in more than 120 countries around the world. By
1997, the Company already sold 1 billion servings of its products every day, yet knew that
opportunity for growth was still around every corner.
In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well
into its second century, the Company's goal is to provide magic every time someone drinks
one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain,
drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the
globe, you can still find Coca-Cola. Coca-Cola is committed to local markets, paying
attention to what people from different cultures and backgrounds like to drink, and where and
how they want to drink it. With its bottling partners, the Company reaches out to the local
communities it serves, believing that Coca-Cola exists to benefit and refresh everyone ittouches. From the early beginnings when just nine drinks a day were served, Coca Cola has
NEW MARKETS AND
BRAND (1990-1999)
7/28/2019 Project Report Gowthami
27/66
27 | P a g e
grown to the worlds most ubiquitous brand, with more than 1.4 billion beverage servings
sold each day. When people choose to reach for one of The Coca-Cola Company brands, the
Company wants that choice to be exciting and satisfying, every single time.
Mr. Atul Singh President and CEO, Coca-Cola India
Atul Singh took over as the President and CEO, Coca-Cola India from 1st September 2005.Atul holds a MBA degree from Texas Christian University. Prior to this assignment, Atul
Singh was the President of East, Central & South (ECS) China Division in January 2005.
Prior to joining Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and
held several roles including Country General Manager, Nigeria (1995-1998), CFO then
General Manager, Romania (1992-1995) and Finance Manager, USA Body Care (1990-
1992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New York.
Coca-Cola, the corporation nourishing the global community with the worlds largest selling
soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, givingnew thumbs up to the Indian soft drink market. In the same year, the Company took over
ownership of the nations top soft-drink brand and bottling network. Its no wonder our
brands have assumed an iconic status in the minds of the worlds consumers.
Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its
launch in Agra. An agreement with the Parle Group gave the Company instant ownership of
the top soft drink brands of the nation. With access to 53 of Parles plants and a well set
bottling network, an excellent base for rapid introduction of the Companys International
brands was formed. The Coca-Cola Company acquired soft drink brands like Thumps Up,
Gold spot, Limca, Maaza, which were floated by Parle, as these products had achieved astrong consumer base and formed a strong brand image in Indian market during the re-entry
7/28/2019 Project Report Gowthami
28/66
28 | P a g e
of Coca-Cola in 1993.Thus these products became a part of range of products of the Coca-
Cola Company.
In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into
India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-
Cola Company. However, this was based on numerous commitments and stipulations which
the Company agreed to implement in due course. One such major commitment was that, theHindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident
shareholders by June 2002.
A Healthy Growth to the Indian Economy
Ever since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, waste water
treatment plants, distribution systems, and marketing channels. Coca-Cola India is among the
countrys top international investors, having invested more than US$ 1 billion in India in the
first decade, and further pledged another US$100 million in 2003 for its operations.
A Pure Commitment to the Indian Economy
The Company has shaken up the Indian carbonated drinks market greatly, giving consumers
the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs.
It has also been instrumental in giving an exponential growth to the countrys job listings.
Creating Enormous Job Opportunities
With virtually all the goods and services required to produce and market Coca-Cola being
made in India, the business system of the Company directly employs approximately 6,000
people, and indirectly creates employment for more than 125,000 people in related industriesthrough its vast procurement, supply, and distribution system. Coca-Cola is made up of 7000
local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned
Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a
network of 29 Contract Packers that facilitate the manufacture process of a range of products
for the company. It also has a supporting distribution network consisting of 700,000 retail
outlets and 8000 distributors.
Almost all goods and services required to cater to the Indian market are made locally, with
help of technology and skills within the Company. The complexity of the Indian market is
reflected in the distribution fleet which includes different modes of distribution, from 10-
tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian
cities and trademarked tricycles and pushcarts. Think local, act local, is the mantra that
Coca-Cola follows, with punch lines like Life ho to aisi for Urban India and
ThandaMatlab Coca-Cola for Rural India. This resulted in a 37% growth rate in rural
India visa-vie 24% growth seen in urban India. On the distribution front, 10-tonne trucks
open bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly
keep our brands available in every nook and corner of the countrys remotest areas.
LOCATIONS OF COBO, FOBO IN INDIA
7/28/2019 Project Report Gowthami
29/66
29 | P a g e
Orange, Yellow, GreenCOBO; White-FOBO
PRODUCT LINE
The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to innovate
and come up with, either complete new products or new ways to bottle or pack the existing
7/28/2019 Project Report Gowthami
30/66
30 | P a g e
drinks. The Coca-Cola Company has a wide range of products out of which the following
products are marketed:-
In the Cola Section:
In the Lemon Section:
In the Orange & Apple section
7/28/2019 Project Report Gowthami
31/66
31 | P a g e
Available in Europe since the 1940s, Fanta was introduced in the United States in 1960.
Consumers around the world, particularly teens, fondly associate Fanta with happiness and
special times with friends and family. This positive imagery is driven by the brand's fun,
playful personality, which goes hand in hand with its bright color, bold fruit taste and tinglycarbonation.
In the mango section In the juice and Nimbu section
In the soda water and Bottled Mineral Water section
7/28/2019 Project Report Gowthami
32/66
32 | P a g e
Kinley is high quality bottled water processed with added minerals popular among adults
who seek a better quality of life and a healthy lifestyle.
BRANDS TAGLINE and AMBASSDORS
COCA COLAAamir Khan THUMPS UPMahesh Babu
OPEN HAPPINESS TASTE THE THUNDER
LIMCAKareena Kapoor FANTATamanna Bhatia
7/28/2019 Project Report Gowthami
33/66
33 | P a g e
Pyassbadhao Wanta Fanta
MAAZA SPRITE
HAR MAUSAM AAM RASTA CLEAR HAI!!!
COMPETITORS
7/28/2019 Project Report Gowthami
34/66
7/28/2019 Project Report Gowthami
35/66
7/28/2019 Project Report Gowthami
36/66
36 | P a g e
ManufacturingProcess
Manufacturing and Distribution Process
7/28/2019 Project Report Gowthami
37/66
37 | P a g e
TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria-
1. Channel2. Volume3. Income group
CHANNEL
The various routes formulated by HCCBPL for distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large chunk of the
total sales of the Company. It basically consists of organizations that buy large quantities of a
product in one single transaction. The Company provides goods to these customers on credit,
payments being made by them after a certain period of time i.e. either a month of half a
month.
Examples: Clubs, fine dines restaurant, hotels, corporate houses etc.
Future Consumption:This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock
is kept in order to use for future consumption. The stock does not exhaust within a day or
two, instead as and when required stocks are stacked up by them so as to avoid shortage or
non-availability of the product.
Examples: Departmental stores, Super markets etc.
Immediate Consumption:
The outlets in this route are those which require stocks on a daily basis. The stocks of
products in these outlets are not stored for future use instead, are exhausted on the same day
and might run a little into the next day i.e. the products are consumed at a fast pace.Examples: Small sized bars and restaurants, educational institutions etc.
General:
Under this route, all the outlets that come in a particular area or an area along with its
neighboring areas are catered to. The consumption period is not taken into consideration in
this particular route.
VOLUMEThere are four types of outlets according to the volume of sales of the outlet:
7/28/2019 Project Report Gowthami
38/66
38 | P a g e
PACKAGING DETAILS
Pack Maaza Coke Thums-up Sprite Fanta Limca Minute
Maid
Mineral
Water
Soda
200ml
250ml
300ml
600ml
1.25lts
2lts
PACK NO.OF BOTTLES IN A CASE
200ML 24
250ML 24
300ML 24
600ML 241.2 LTR 12
2 LITRES 9
Marketing Strategies of Coca ColaMarketing strategy a part of the marketing management process: The marketing management
uses marketing strategies so that they can meet the customer's needs. The marketing strategy
involves pricing, advertising, branding, packaging.
The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-
Cola, the companys flagship brand, and also produces over 230 other soft-drink brands sold
by and its subsidiaries in nearly 200 countries around the world. Some of Coca-Colas latest
domestic marketing strategies include Coke dominating fountain sales. Thousands of
consumers visit fast-food restaurants every day and Coke feels that it is very important to
have the consumer see and drink their product at such chains as McDonalds, Burger King,
and Dominos Pizza.
UNIQUE SELLING PROPOSTION/PROMISE
Coke encourages you to seize the moment by expressing your unique thoughts, talents and
capabilities. If you can think.you can do it.
Schemes as a part of marketing strategiesThe different pack sizes on which discount is given by the company is:
1. 200 ml RGB CSD2. 250 ml Juice3. 300 ml RGB CSD4. 600 ml Pet CSD5. 1200 ml Juice6. 2000 ml Pet CSD7. 330 ml Can CSD
7/28/2019 Project Report Gowthami
39/66
39 | P a g e
8. 200 ml Tetra Pack Juice(RGB Returnable Glass Bottles, CSD Concentrated Soft Drink, Juice Maaza, Pet
Plastic bottle) Daily new schemes are launched.
Example-
On one case of 200ml retailer will get 2 bottles extra of 200ml.
On one case of 600 ml retailer will get 2 bottles extra of 600 ml.
On one case of 2000ml retailer will get one extra bottle of 2000ml.
On displaying 20 bottles retailers get some free bottles according to the scheme.
COCA-COLA DELICIOUS! REFRESH! EXILATERING! INVIGORATING!
Fine illustrations by noted artists, including Rockwell and N.C. Wyeth were the hallmark of
early campaigns in premier magazines. Artists Haddon Sundbloms portraits for holiday ads,
which began in the 1930s, helped mould the national image of a red-suited. Santa Claus,
Fresh, creative and tasteful, advertising images for Coca-Cola have always set a high
standard of quality for other products around the world. The company recognizes that Coca-
Cola belongs to the billions of consumers in every corner of the globe who have chosen it as
their favorite soft drink. Our advertising reflects that special relationship between consumers
and the simple moments of pleasure they have come to associate with Coca-Cola.
PRINT THE TEMPLATE:
Beyond advertising will leverage the original art work used in the Coke side of life campaign
by keeping the imagery of original bottle bursting
SWOT ANALYSIS
7/28/2019 Project Report Gowthami
40/66
40 | P a g e
SWOT ANALYSIS OF COCA COLA INDIA
QUALITY
WEAKNESS
Pricing Strategy
Lack of proper distribution in some
areas.
STRENGTH
Strong Brand Image
Strong Market Share
Strong and reliable Distribution
Network.
Good Advertisement Campaign and
Brand Ambassdors
OPPORTUNITIES
Large Domestic market
Launch of other brands
Export Potential
Growing Water Bottled Market
THREATS
Intense Competition
Schemes of Pepsi are far better than
Coke.
Competitors giving refrigirators
easily.
7/28/2019 Project Report Gowthami
41/66
41 | P a g e
Golden Peacock National Quality Award 2004 - Coca-Cola India Division President, Mr.
Sanjiv Gupta received the Golden Peacock National Quality Award 2004 along with the
Coca-Cola team at the 15th World congress on Total Quality in Mumbai on January 14,
2005.
We ensure the quality and safety of our beverages through the coca-cola quality system
(TCCQS), our integrated approach to managing quality, environment, health and safety. We
continuously review TCCQS to ensure it meets the most stringent and up to date global
requirements related to food safety, as well as quality management methods, industry best
practice and marketplace conditions.
In our ingredients evaluation laboratories, for example, we perform precise analyses of fruit
juices and other ingredients sent to us by our suppliers, to ensure and to improve product
quality. Our processes, too, undergo constant security, to safeguard the water we use in our
products and the packaging that carries them to our consumers. We inform and educate our
business partners about our standards so that they meet the highest quality requirements.
Under TCCQS, quality is our highest business objective and our enduring obligations.
The Coca-Cola Quality System
7/28/2019 Project Report Gowthami
42/66
42 | P a g e
Everyone who works for or with coca cola is empowered and expected to maintain the
highest standards of quality in products, processes and relationship. TCCQS mandates in-
depth self-assessment throughout our operations, by all our business units. This enables us to
continually raise our standards.
The latest version of our system-evolution 3, launched in 2004 has been externally
benchmarked against international quality standards ISO 9001. It also incorporates Hazards
Analysis Critical Control Point System.
DID YOU KNOW?
1. John Pembertons (the man who invented the Coca-Cola syrup) son originally wantedto call the drink Yum-Yum!
2. The sales of Coke in the first year was $50, and the expenses were $703. If you stacked all of the bottles of Coke that had ever been made end to end, it would
reach to the moon and back 1,045 times!
4. Coca-Cola sells more than 1.5 billion drinks a day and employs more than 95,000people all over the world.
5. More than two crore Indians are refreshed by Coca-Cola every day!6. Coca-Cola is the worlds No.1 soft drink brand. Four of the top five Brands are owned
by the Coca-Cola Company.
7. Coca-Cola contained cocaine until 1913. They had to remove it from the ingredientsbecause people were becoming addicted to the drink.
8. Marathon Bicyclist was the first athletes to endorse Coca Cola and it was way back in1909.
RIGHT EXECUTION DIALY PROGRAMME
RED Standards 2012
Segmentation Model for Execution
With the increased portfolio of SKUs across key categories, the impetus will be on placement
of Large Sized coolers / NCB Coolers while rationalizing SKUs in existing Small & Medium
Sized Coolers.
1. 59% of the Current Cooler population is 7 & 9 Caser Coolers2. Need to define the availability standards basis the consumption occasion, key strategic
packs for the channelwhile giving due consideration to the
cooler space available.
3. Focused approach towards new cooler placements to be guided by the VPO class of theOutlet.
VPO Class Cooler Standard Cooler Class
Platinum 15 caser , 30 caser LargeSparkling; Large - Still
Diamond 15 caser , 20 caser , 30 caser Large - Sparkling ; Medium - Still
Gold 9 caser , 15 caser Medium / Large
Silver 7 caser Small
Introduce Cooler Class instead of VPO class for defining Availability standards in an
Outlet
7/28/2019 Project Report Gowthami
43/66
43 | P a g e
Cooler Class Cooler Description
Small 7 caser Cooler
Medium 9 /10/10.5/11.5 caser ( Only for Existing Coolers )
Large 15/16/20 /30 caser
Introduce Market Class (i.e. Urban or Rural) as the 3rd parameter for Segmentationinstead ofIncome Class.
Provide a simplified Picture of Success to the Feet on Street based on Chilled availablespace while maintaining consistency of execution across outlets in a Channel class.
The Segmentation Model for 2012 is along the 3 lines
Channel Class, Cooler Class & Market Class
RED 2012: Driving Key Strategic Objectives
7/28/2019 Project Report Gowthami
44/66
44 | P a g e
1. Continued focus on RGB to drive recruitment to sparkling category and drive incidence.Ensure 2- shelfRGB across all Cooler Class
2. Increased Chill space for IC packs, particularly in Small & Medium sized coolers.3. Drive Availability of Juice IC Packs; Minute Maid Franchise to be expanded through a
mix of chilled and ambient (warm) availability.
4. Continue focus on Fridge Pack across ALL major channels except E&D 2; Optimizechilled facings in Small & Medium Class Coolers to maximize CSD & Juice (Mobile+
Xpress) availability.
5. Focus on Brand Cokeby maintaining requisite facings based on Cooler Class (2 facingsSmall & Medium Class; 3 facings Large coolers. All cooler merchandizing to begin
with Brand Coke across ALL Cooler Class irrespective of which brand is the Lead Cola.
6. Focus on Grocery Expansion Activation to be driven by Low cost racks and shelfdisplay. 3-tier Racksonly for Large Grocery Outlets.
7. Cooler merchandizing to be done to display brands in Vertical Blocks to be called V-COLT for alllarge coolers. The Small & Medium Sized coolers to continue with Z -
COLOJ.8. Warm Display in Outlets to be standardized. Fridge Pack / Party Pack (8 facings Mix
of Brands), Minute Maid 400 ml (8 facings Mix of Flavours) and Water (8 facings) to
be the only packs considered for Warm Display. ( NB: Important packs which get
limited chilled space are only considered)
9. Accelerate and reward Large and Still Cooler placements through Bonus points.Availability Scores: Urban Market
Parameters Small Medium Large
Cooler Purity 10 10 10
Cooler Prime Position 3 3 3
2 Shelf RGB 3 3 3
V- COLT-J 4
Z- COLT-J 4 4
GRow by Excellent ExecutioN
Growth focused Sales Productivity Improvement Program
7/28/2019 Project Report Gowthami
45/66
45 | P a g e
1. GREEN is a Growth focused Frontline Sales Productivity Improvement program jointlydeveloped by Commercial and BSG teams
2. This Program is modeled on RED with Actionable data at an Pre seller/Teleseller/Distributor level with aggregation up to Unit level
3. The GREEN Score would be circulated every month like RED score. This score will alsobe available every week
4. An actionable TO DO list at Pre seller/Tel seller/Distributor level would be circulatedwithin 5 days of publishing of GREEN score
5. GREEN Score would be published for Automated Pre sell and Non Automated Pre sell(DAS markets only)
GREEN-Reason
There is a need for a structured frontline Sales Productivity improvement programthat will directly translate to Volume growth by improving the efficiency and
effectiveness of front end Sales processes.
While RED is a Merchandizing focused Execution program, GREEN will be aGrowth focused Execution program
Leveraging on Learnings from RED
Currently we have an execution model in our RED program which has proven to beeffective and successful
The reason why RED is successful is because it breaks down the objectives into cleartargets at an MD level and upwards.
Execution in RED is improved by a clear action plan given to the MD in the form of aTO DO list.
This TO DO list is reviewed continuously by his superiors and feed back is given We will create a similar TO DO list at MD/STL level Performance metrics will be communicated weekly/monthly to MDs for review and
action
Performance metrics will also be aggregated to STL/ASM/SM/GM levels andcommunicated.
Scoring Parameters
Following Productivity parameters will be measured at Pre seller/Tel sellerDistributor level
1) % PJP Compliance
7/28/2019 Project Report Gowthami
46/66
46 | P a g e
2) % PJP Call Productivity3) % Cooler Outlets billed4) % Unique Outlets billed on GCC base5) % of Bills with greater than or equal to 5 SKUs on PJP calls( To drive Range
selling)
For Non Automated Pre sell we will consider 3, 4 and 5 parameters only for GREENScore calculation.
The first list has been kept simple to gain acceptance and facilitate easyimplementation
Once the process stabilizes, more fine tuned and focused parameters would be added,just the way we have done in RED. For E.g. Bill 6 packs of 1.25 L in all Grocery
Platinum/Diamond/Gold outlets
% PJP Compliance
The % of Outlets visited by the Pre seller/Tel seller as per his/her PJP/PCP This should ideally be 100 %Non compliance would lead to Outlets not visited / not getting the right service
frequency and hence loss of sales.
% PJP Call Productivity
The % of Outlets visited by the Pre seller/Tel seller as per his/her PJP which resultedin an order
Maximum score can be 100 % Improving this parameter directly translates to Volume increase.
% Cooler Outlets Billed
Measures the number of cooler outlets that have been billed at least once in a month Maximum score can be 100% Minimum Billing should be of 1 PC for an outlet to be counted as billed We will also make available every week the list of cooler outlets not billed to
facilitate faster response
% Unique Outlets billed on GCC base
Measures the number of outlets that have been billed at least once in a month againstthe declared GCC Base( Active outlets) of the Pre seller/Tel seller/Distributor
7/28/2019 Project Report Gowthami
47/66
47 | P a g e
Minimum Billing should be of 1 PC for an outlet to be counted as billed Ideal score should be100% We will also make available every week the list of outlets not billed to facilitate faster
response
% of Bills greater than or equal to 5 SKUs on PJP calls
Drives range selling of our brands and packs 5 SKUs per bill is being proposed as the target norm, as our current trending is 3-5 For an SKU to be qualified as billed, the following minimum quantity criterion needs
to be met: 6 Bottles of RGB, 4 Bottles of PET, 6 Cans, 6 Tetra
Maximum score can be 100 % We will also make available every week the list of outlets not billed 5 SKUs to
facilitate faster response
ModelSample Scoring
NOTE: Weight age can be changed as we progress along.
% Cooler Outlets Billed-Penalty Criterion
Cooler Penalty criterion needs to be fixed. Criterion can be as follows: Cooler penalty kicks in if 95% Cooler Outlet billing does not happen at least
once a month
Penalty of 10 points would be deducted from the total score For Ex in the previous slide % Cooler Outlets billed is less than 95 %.
Hence applying Cooler Penalty the GREEN score would be 79-10= 69GREEN TO DO List Process
A weekly TO DO list at Pre seller/Tel seller/Distributor level would be circulatedwith the following Information:
List of Cooler Outlets not billed on WTD/MTD basis
Parameter % Achievement Weightages
% PJP Compliance 90% 5%
% PJP Call Productivity 60% 10%
% Cooler Outlets billed 85% 50%
% Unique Outlets billed on GCC base 85% 10%
% of Bills with more than 5 SKUs on PJP calls 70% 25%Weighted GREEN Score 79% 100%
7/28/2019 Project Report Gowthami
48/66
48 | P a g e
List of Outlets not billed on WTD/MTD basis List of Outlets where the Average SKU per Bill is less than 5 on WTD/MTD
basis
A Monthly TO DO list with the above information would also be made available withthe GREEN score
GREEN Model-Benefits
Actionable information at Pre seller/Tel seller/Distributor level at Weekly frequencyto drive Process compliance led Volume growth
Standardized Model for review of frontline Sales productivity across the country. Can be leveraged as a Process for driving our future Sales strategies.
NEED FOR THE STUDY
To know about the competition present in the beverage industry, various strategies
followed by the companies and to suggest companies some new strategies to improve
their sales.
OBJECTIVES OF THE STUDY
To check the availability of coke in the outlets as per R.E.D norms. To find out ways of improving the coke availability and to find ways to increase more
sales of Coke.
7/28/2019 Project Report Gowthami
49/66
49 | P a g e
To understand and review the problems in current marketing strategies followed bycoke.
To suggest the new strategies on how to improve their sales.RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on informationcollected from primary and secondary sources. After the detailed study, an attempt has been
made to present comprehensive analysis of Coca cola. In data collection two methods are
used, one is qualitative and one is quantitative method. In quantitative technique, analysis
tool to find the market share of Coca-Cola in areas covered under VITAL. In collecting
requisite data and information regarding the topic selected, I visited more than 350 shops and
collected the data.
Research Design
A research design gives the methods and procedures for conducting a particular study. The
function of research design is to provide for the collection of relevant information (evidence),
with minimum efforts, time and money.
DATA COLLETION
The information needed to further proceed in the project had been collected through primary
data and secondary data.
PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the purpose
of collecting primary data, survey research was used and all the retail outlets sellers using
different brands and their competitors were contacted. Survey research is the approach best
suited gathering description. The primary data collection techniques used in the project is as
follows:
a) PERSONAL INTERVIEW METHOD
b) SURVEY METHOD
c) QUESTIONNAIRE METHOD
d) OBSERVATION METHOD
SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been
collected for another purpose. Any researcher begins the research work by first going through
the secondary data. Secondary data includes the information available with the company. It
may be the findings of research previously done in the field. Secondary data can also becollected from magazines, newspapers, other surveys conducted by known research agencies
etc.
SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to
question to survey and to control the variances. According to this projects/ surveys the
analytical, interpretive/objective design was chosen.
Universe of the Study
The universe of the study, I have selected all retail outlets that are in a radius of 20 km from
Ameenpur Depot Region (HCCBPL Depot, Hyderabad).
Sample Size
7/28/2019 Project Report Gowthami
50/66
50 | P a g e
A sample of 155 retailers was taken on the basis of convenience. The actual retailers were
contacted on the basis of random sampling.
Sampling Techniques
For the study we have taken a sample size of 155 respondents pose non probability sampling
technique. Further we also applied convenience sampling, judgment sampling, as a part of
non-probabilistic sampling techniques.
Research Period:
Research work is only carried for 45 days.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included
were opening ended, dichotomous and offered multiple choices.
Sampling Plan:
For a successful compilation and best result within a limited time the planning was must. In
this way the first step was to design an appropriate data form we can say it questionnaire that
covers all the mandatory areas of information that is to be analyzed. The data from which I
was used to collect data was designed by my immediate supervisor.Sampling unit - Owners of the outlets.
Sampling size - 155 outlets
Sampling procedure - Random sampling
Sampling method - Retailers survey.
Data Analysis:
The data is analyzed on the basis of suitable tables by using statistical techniques.
Representation of statistical data by diagram, graphs, charts, or pictures is more effective then
tabular representation being easily intelligible to layman. Indeed diagrams are most essential
whenever it is required to convey any statistical information to the generic public. The moreimportant types of diagram which is use in statistical work are:-
BAR DIAGRAM
Mode of diagrammatic representation of data is the bar diagram. In this method the bar of
equal width are taken for the different items of the series. The lengths of the bar represent
value of the variables concerned.
Limitations of the Study
1. The time period allotted for the study was only of 45 days, which may provide a deceptive
picture in comparison of the study based on long run.
2. The study was based on both primary and secondary data but the relevance of the
secondary data may not be justified.
3. Method of data collection was through personal interview and therefore personal bias
becomes a major limitation.
4. Due to their busy schedule some vendors wont give answers to all the questions in the
questionnaire.
5. The scope of study is restricted only to a part of Hyderabad
7/28/2019 Project Report Gowthami
51/66
51 | P a g e
6. As this is not a consumer oriented research it will not provide all the details to improve
consumer requirement.
DATA ANALYSIS & INTERPRETATION
1. NUMBER OF OUTLETS FOLLOWING BRAND ORDER
7/28/2019 Project Report Gowthami
52/66
52 | P a g e
INFERANCE:
1. The Nizampet area is the only one which follows the brand order and most of theshops are being interested to know and follow the brand order.
2. The Moosapet area is having the least number of shops where the brand order is beingfollowed.
3. The KPHB Colony is having the moderate number of shops where the brand order isbeing followed.
4. More work has to be done in the Moosapet area to increase the number of shopswhich follows the brand order.
5. The shop owners in the Moosapet area have to be educated about the R.E.D normsand ask them to follow.
2. NUMBER OF OUTLETS FOLLOWING PURITY
MOOSAPET NIZAMPET KPHB COLONY TOTALTOTAL NO OF
OUTLETS
Series1 8 30 21 59 155
0
20
40
60
80
100
120
140
160
180
OUTLETS FOLLOWING BRAND ORDER
7/28/2019 Project Report Gowthami
53/66
53 | P a g e
INFERANCE:
1. From the survey it is found that Moosapet is the least to follow purity and Nizampetfollows purity to some extent.
2. Nizampet area has only ten shops which follow the purity among the 43 shopspresent.
3. KPHB Colony has only eight shops which follow the purity among the 32 shopspresent.
4. There are only 19 outlets which follow the purity.
3. NUMBER OF OUTLETS WHERE COOLER IS IN PRIME POSITION
MOOSAPET NIZAMPET KPHB COLONY TOTALTOTAL NO OF
OUTLETS
Series1 1 10 8 19 155
0
20
40
60
80
100
120
140
160
180
OUTLETS FOLLOWING PURITY
7/28/2019 Project Report Gowthami
54/66
54 | P a g e
INFERANCE:
1. Most of the coolers are in prime position but Nizampet area follows the maximum ascomparing to Moosapet and KPHP colony.
2. There are 15 coolers in prime position in Moosapet area.3. There are 68 coolers in prime position in Nizampet area.4. There are 49 coolers in prime position in KBHP colony area.
4. TOTAL OUTLETS PRESENT BASED ON CHANNEL
MOOSAPET NIZAMPET KPHB COLONY TOTALTOTAL NO OF
OUTLETS
Series1 15 68 49 132 155
0
20
40
60
80
100
120
140
160
180
COOLERS IN PRIME POSITION
7/28/2019 Project Report Gowthami
55/66
55 | P a g e
INFERANCE:
1. The more number of outlets is grocery as compared to convenience and E&D1.2. In Moosapet area there are 11 grocery shops, one convenience shops, 5 E&D1 shops
and one E&D2 shops.
3. In Nizampet area there are 50 grocery shops, 6 convenience shops, 16 E&D1 shopsand 2 E&D2 shops.
4.
In KPHB Colony area there are 43 grocery shops, 1 convenience shops, 9 E&D1shops and no E&D2 shops.
5. In total there are 104 grocery shops, 8 convenience shops, 30 E&D1 shops, 3 E&D2shops.
5. DISTRIBUTION OF VISI-COOLER IN THE MARKET
GROCERY CONVENIENCE E&D 1 E&D 2
MOOSAPET 11 1 5 1
NIZAMPET 50 6 16 2
KPHB COLONY 43 1 9 0
TOTAL OUTLETS 104 8 30 3
0
20
40
60
80
100
120
TOTAL OUTLETS
7/28/2019 Project Report Gowthami
56/66
56 | P a g e
INFERANCE:
1. The 7vc and 9vc coolers are more in number and again Nizampet is the leader.2. In Moosapet area there are 2 4VC coolers, 4 7VC coolers, 9 9VC coolers, 3 20VC
coolers.
3. In Nizampet area there are 20 7VC coolers, 49 9VC coolers, 6 15VC coolers, 3 20VCcoolers.
4. In KPHB Colony there are 0 4VC coolers, 17 7VC coolers, 29 9VC coolers, 3 15VCcoolers, 4 20VC coolers.
5. In total there are 2 4VC coolers, 41 7VC coolers, 87 9VC coolers, 9 15VC coolers, 1020VC coolers.
6. NUMBER OF RETAILERS FAMILIAR WITH R.E.D
4VC 7VC 9VC 15VC 20VC 30VC
MOOSAPET 2 4 9 0 3 0
NIZAMPET 0 20 49 6 3 0
KPHB COLONY 0 17 29 3 4 0
TOTAL 2 41 87 9 10 0
0
10
20
30
40
50
60
70
80
90
100
COOLER SIZE
7/28/2019 Project Report Gowthami
57/66
57 | P a g e
INFERANCE:
1. From the three areas Nizampet and KPHP colony are familiar with RED andMoosapet has to know about it more.
2. In Moosapet area there are only 2 retailers familiar with R.E.D.3. In Nizampet area there are only 45 retailers familiar with R.E.D.4. In KPHB Colony area there are only 20 retailers familiar with R.E.D.5. In total there are only 67 retailers familiar with R.E.D.
7. LEADING BRAND OF COCA-COLA
MOOSAPET NIZAMPET KPHB COLONY TOTALTOTAL NO OF
OUTLETS
Series1 2 45 20 67 155
0
20
40
60
80
100
120
140
160
180
RETAILERS FAMILIAR WITH R.E.D
7/28/2019 Project Report Gowthami
58/66
58 | P a g e
INFERANCE:
1. Thums-up is the leading brand of coca-cola and then comes is the sprite.2. In Moosapet area out of 100% coca-cola occupied 12%, Thums-up occupied 30%,
Sprite occupied 27%, Limca occupied 9%, Fanta occupied 7% and Maaza occupied
15%.
3. In Nizampet area out of 100% coca-cola occupied 7%, Thums-up occupied 39%,Sprite occupied 31%, Limca occupied 6%, Fanta occupied 5% and Maaza occupied12%.
4. In Moosapet area out of 100% coca-cola occupied 8%, Thums-up occupied 41%,Sprite occupied 23%, Limca occupied 7%, Fanta occupied 4% and Maaza occupied
17%.
8. PREFERRED PACKS OF COCA-COLA BY RETAILERS
COCA-COLA THUMS-UP SPRITE LIMCA FANTA MAAZA
MOOSAPET 12% 30% 27% 9% 7% 15%
NIZAMPET 7% 39% 31% 6% 5% 12%
KPHB COLONY 8% 41% 23% 7% 4% 17%
TOTAL 27% 119% 81% 22% 16% 44%
0%
20%
40%
60%
80%
100%
120%
140%
LEADING BRAND OF COCA-COLA
7/28/2019 Project Report Gowthami
59/66
59 | P a g e
INFERANCE:
1. The maximum preferred pack in each and every area is 200ml. The demand for 200mlis more.
2. In Moosapet area out of 100% 200ml occupied 40%, 300ml occupied 5%, 600mloccupied 27%, Cans occupied 1%, PET 1.25lit occupied 21% and PET 2/2.25lit
occupied 10%.
3. In Nizampet area out of 100% 200ml occupied 34%, 300ml occupied 11%, 600mloccupied 20%, Cans occupied 11%, PET 1.25lit occupied 17% and PET 2/2.25litoccupied 7%.
4. In Moosapet area out of 100% 200ml occupied 43%, 300ml occupied 9%, 600mloccupied 21%, Cans occupied 7%, PET 1.25lit occupied 14% and PET 2/2.25lit
occupied 6%.
9. IS DELIVERY SPEED OF COCA-COLA PRODUCT INCREASED?
200ml 300ml 600ml CANS PET 1.25ltrs PET 2/2.25ltrs
MOOSAPET 40% 5% 23% 1% 21% 10%
NIZAMPET 34% 11% 20% 11% 17% 7%
KPHB COLONY 43% 9% 21% 7% 14% 6%
TOTAL 108% 25% 64% 43% 52% 23%
0%
20%
40%
60%
80%
100%
120%
PREFFERED PACKS
7/28/2019 Project Report Gowthami
60/66
60 | P a g e
INFERANCE:
1. For each and every area the delivery of products are different. In Nizampet and KPHPcolony the delivery is good whereas in Moosapet its average.
2. In Moosapet area out of 100% retailers told that the delivery of products are 43%good, 51% average, 6% poor.
3. In Nizampet area out of 100% retailers told that the delivery of products are 60%good, 33% average, 7% poor
4. In KPHB Colony area out of 100% retailers told that the delivery of products are 58%good, 37% average, 5% poor
10. WHAT IS THE PERFORMANCE OF MARKET DEVELOPER?
GOOD AVERAGE POOR
MOOSAPET 43% 51% 6%
NIZAMPET 60% 33% 7%
KPHB COLONY 58% 37% 5%
0%
10%
20%
30%
40%
50%
60%
70%
DEIVERY OF PRODUCTS
7/28/2019 Project Report Gowthami
61/66
61 | P a g e
INFERANCE:
1. The performance of market developer is good in Nizampet as compared to KPHP Colonyand Moosapet. Both are in fact almost close to each other.
2. In Moosapet area out of 100% retailers told that the performance of M.D are 73% good,23% average, 4% poor.
3. In Nizampet area out of 100% retailers told that the performance of M.D are 78% good,19% average, 3% poor.
4. In KPHB Colony area out of 100% retailers told that the performance of M.D are 76%good, 22% average, 2% poor.
MOOSAPET - 18
GOOD AVERAGE POOR
MOOSAPET 73% 23% 4%
NIZAMPET 78% 19% 3%
KPHB COLONY 76% 22% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
PERFORMANCE OF MARKET DEVELOPER
7/28/2019 Project Report Gowthami
62/66
62 | P a g e
PARAMETER WEIGHTAGES
% PJP Compliance 5
% PJP Call Productivity 7.7
% Cooler Outlets Billed 50
% Unique Outlets Billed on GCC base 10
% of Bills with more than 5 SKUs on PJP
calls
19
Weighted GREEN Score 91.7
NIZAMPET - 74
PARAMETER WEIGHTAGES
% PJP Compliance 5
% PJP Call Productivity 9.2
% Cooler Outlets Billed 50
% Unique Outlets Billed on GCC base 10
% of Bills with more than 5 SKUs on PJP
calls
23
Weighted GREEN Score 97.2
KPHB COLONY53
PARAMETER WEIGHTAGES
% PJP Compliance 5
% PJP Call Productivity 8
% Cooler Outlets Billed 50
% Unique Outlets Billed on GCC base 10
% of Bills with more than 5 SKUs on PJP
calls
24.5
Weighted GREEN Score 97.5
FINDINGS
1. The most popular flavor is Thums-up in the whole market.
7/28/2019 Project Report Gowthami
63/66
63 | P a g e
2. Coca