Summer Project Report

HINDUSTAN COCA-COLA BEVERAGES Pvt. Ltd.

PROJECT REPORT ON

Execution Mapping in RED (Right Execution Daily) Outlets of Coca Cola

A report submitted towards the partial fulfillment of the requirements of the two years full-time MBA (Marketing)

Submitted by:MITHLESH KUMAR SINGHMBA (Marketing)Session :( 2011-2013)Roll no. – 1171270023

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IIMT College Of Management, Greater Noida

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ACKNOWLEDGEMENTI wish to express our gratitude to Hindustan Coca-Cola Beverages Private Limited, management for giving us an opportunity to be a part of their esteem organization and enhance my knowledge by granting permission to do our summer training project under their guidance.

I am grateful to Mr. Sameer Madan(Marketing Manager), Mr. Anoop Mishra (Area Sales Manager), Rupesh Singh & Anil singh (Market Developer) my guide, for his invaluable guidance and cooperation during the course of the project. He provided me with his assistance and support whenever needed that has been instrumental in completion of this project.

The learning during the project was immense & invaluable. My work basically included the study of various ways for developing marketing strategies for the company. The present report is an amalgamation of my thoughts and my efforts to study the various ways of developing the marketing strategies for the company. Further a detailed study has been done in order to suggest the company the feasible strategies that would enhance its market share.

MITHLESH KUMAR SINGH

SUMMER TRAINEE

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PREFACE

The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So that in the future manger must be ready to take the future responsibilities.It was exactly in this context that I was privileged enough to join coca cola- one of the biggest brand in beverages in the world.I achieved lots of experience and confidence over the past eight week which will help me to take the future responsibility on my shoulder.During this period, I was given to find out the “Execution mapping in RED-outlet of coca cola”. In the training program I had tried my level best to arrange the work in systematic and chronological way.This endeavor work shall provide the coca cola marketing department, an idea about market condition. Therefore it hoped with all sincerity that this work shall be of definite use to the organization.

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DECLARATION

I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me. This project is being submitted in partial fulfillment for award of degree of MBA from IIMT College Of Management, Greater Noida.

The content of this report is based on the information collected by me during my tenure at Coca-cola at Varanasi for two months of training from 1st of May to 31st of July 2012.

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Examiner’s certification

The project report ofMithlesh Kumar SinghTitle: - Execution mapping in Red-outlet of Coca-colaIs approved and is acceptable in quality and form.

Internal Examiner External examiners

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INDEX

CHAPTER 1-Rational of the study

CHAPTER 2- RED (Right Execution Daily)

Objective of study Scope of study Significance of the study My role in project RED

CHAPTER-3 Company Profiles

Introduction of CocaCola Overview About Coca Cola Mission Of Coca Cola Vision Of Coca Cola

CHAPTER-4 Industrial Profile

Soft drink Industry In India Coca-Cola in India Vision of coke in India Mission of coke in India

CHAPTER-5 Product Profile

Different brands of the Company Brand Tagline Brand Ambassadors Detail of Brands

CHAPTER -6 Competitive Areas

Competitive area among Coke & Pepsi Advertising Brand ambassadors & TV Commercials

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Promotion by the company

CHAPTER -7 Marketing Department

Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.G.A providing company

CHAPTER-8 Methodology

Research methodology PGP Plan Pre Sale Concept

CHAPTER -9 Hypothesis

Test of hypothesis Swot analysis Push & Pull Strategy

CHAPTER -10 Conclusion

Conclusion Findings Facts Suggestions

CHAPTER -11 Questionnaire

QUESTIONAIRE Declaration References

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1. RATIONAL OF THE STUDY

Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand

in soft drinks worldwide. Coke has maintained its brand image with high precision. The

marketing strategy of Coke is very stringent than others. The main features in their

marketing by their offerings and its sales and distribution.

It’s my gratitude to work with Coca Cola company specially in marketing department. I

have been placed their in sales and distribution department for my internship. The

research work was not so easy as Coca Cola is very strict in their marketing policy.

In the beginning the main reason for conducting this study was to know the proper

allocation of distribution to the suppliers and also to know about the products sales.

Further, it is to understand the availability of the product and to check out that there is the

proper advertising of the product and also to know the working condition of the visi cooler

provided by the company.

Also to know the various scheme provided by the Coca Cola is really applied in the market

or not and to compare the schemes with Pepsi products.

The study is done to understand the problem of the retailers, and understanding the pre-

sale concept.

Thus, these were the main reasons for conducting this study.

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2. RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY

The main objective of this RED project is to increase the sales of the company . To advertise a various product of a company.

To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta,

Maaza at the retail outlets in the area..

To collect data from retailers for the activation of new channels of distribution.

To study the pre-sale concept of the coke.

To ensure the availability and visibility of the product.

To analyze the effect of scheme

SCOPE OF THE STUDY

By this study company can know its growth.

This study helps the company to know their actual position in the market.

RED helps to find out the promotion activities of the company and help to make

relevant changes according to their rivalry company.

This study ensures the availability of the product in the market.

The study helps to fond out the problem of the counter and to find out the

requirement for more sales.

RED helps to maintain the outlets in a well designed way to attract the consumers.

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SIGNIFICANCE OF THE STUDY

This project is helpful to find out the sale trends of the coke products and its

effect on consumer value and satisfaction.

This study provides an insight to the company that what kind of strategy must be

adopted in order to increase the sales and satisfaction o the consumer.

This project directly deals with the interaction of different kind of people.

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MY ROLE IN PROJECT “RED”

IMPLEMENTATION – First and foremost task for me was to implement the project in the

given area with the support of MD’s (MARKET DEVELOPER). Various norms for different

outlets had been fixed but their implementation was very important. Different areas were

assigned to me in which I implemented RED and these areas are further visited by various

higher officials of the organization.

I measured the performance of sales team and distributors (under RED) in outlets

with respect to all parameters of execution.

I did scoring on the scoring sheet.

The scoring sheet was provided on the basis of which scoring can be done.

Scoring is done out of 100 marks and they have been further divided in 3 components

1. VISI COOLER - 20 points

2. AVAILABILTY - 70 points

3. ACTIVATION – 10 points

MARKET AUDITING (TRACKING PERFORMANCE) – Tracking performance of the MD

of corresponding area was also my responsibility. I had to score him on fixed norms (RED

SCORING SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like absence of co-ordination

between MD’s and SALES TEAM and report to higher officials (Mr.Anoop Mishra).

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BRAND CONTACT - I had to interact regularly with shopkeepers to know their problem

and try to solve them. If I could solve them then I reported them to my company guide,

else he suggested me the alternatives, and I also took out the orders from retail outlets

and to check out the activation.

AVAILABILTY - I also need to give company weekly availability report of various

brands.

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INTRODUCTION

The soft drink market is one of the biggest markets all over the world and growing

at very rapid speed. The major player in the soft drink industry is Coca-Cola, Pepsi

& Amul. Coca – Cola is market leader and one of the oldest brands present in the

market. Its main competitor is Pepsi.

Any soft drink company thrives on its bottling system. The three central points

could be seen for the soft drink industry. Firstly the soft drink industry historically

has been vertically segregated. With the national parent company is producing the

propriety syrup base and independent bottler at the local level producing the

finished soft drink product. Secondly the industry grew using refillable containers,

which requires relatively dense production facilities. Thirdly the use of refillable

containers and independent bottlers in turn requires the creation of exclusive

marketing territories.

The soft drink industry could prosper to such an extent because of the

development of the machine - blown bottle and the invention of crown cap in the

last decade of nineteenth century because the bottler had to deliver the product and

pick up the empty used bottles for refilling and because the cost of transporting the

finished product over long distances would have been prohibited. Production

efficiencies demanded that the soft drink distribution system be rather dense. With

the large number of bottling plants located relatively close to there respective

markets. On account of early operation set the boundaries of each individual

territory at the distance of a horse and driver cover conveniently in one day: Those

territories later increased somewhat in size to account for the use of motor vehicles.

Even though efficiencies of production and distribution using refillable bottles

demanded dense production facilities, the syrup manufactures lacked both the will

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and the resources to establish vertically integrated production and distribution

system. Thus was born the franchised Bottler, who bought syrup from the

manufactures and bottled the product for local market pursuant to an exclusive,

perpetual appointment.

There are two reasons the use of refillable container in a vertically

segregated organization required exclusive geographic marketing territories. Firstly

for the early bottlers the venture was quite risky, as it would be for contemporary

bottlers in an environment of intense intra brand completion and territorial

exclusivity was the only way to attract participants. Second, the refillable bottling

process itself requires exclusivity. A bottler using refillable bottles will always have a

huge number of bottles in circulation, either on the shelves of retailers or in the

hands of customers. The supply of bottles out of bottler’s direct control is the

“Float’’.

Refillable bottles cost more than the deposit that is charged for their return,

thus the bottlers essentially finance the float. If the bottler is not assured of

recapturing this float. The refillable bottles, the development of a vertically

segregated distribution system. The need to create potentially higher rate of return

in order to encourage investment in bottling enterprise and the need to protect

each bottler’s float of refillable glass. The trademarked soft drink industry historically

has consisted of a large number of independent bottlers holding appointments for a

national brand in an exclusive geographic territory.

Refillable glass bottle were usable for the industry for the following two

reasons as well:-

1. Refillable bottles provide an environmentally sound way to extend the

life of soft drink containers

2. There is also a case for refillable bottles based on consumer economies.

Refillable glass bottle historically have provided the consumer soft dink at

lowest cost per ML.

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Coca cola resorted to forward integration of the bottling network through

direct purchase and equity investment and Pepsi co followed a parallel integration

path.

The forward integration of territories permits consolidation of production

facilities and realization of scale economics in production.

This lead to formation of company owned bottling (COBO) and franchises

operated bottling operation (FOBO). These are two main systems through Coke

and Pepsi operate throughout the world.

Coke likes to develop new taste according to the regional preference and

thus can boast of many brands less than one roof.

At present it sells these beverages in 200ml, 300ml, 1.2ltr, 1.5ltr, 2.25ltr. And

bottle one way package (pet take away bottle). Can and in fountain. Maaza is also

available in tetra packs.

Pepsi entered India two year ahead of coke that is in 1991.

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OVERVIEW ABOUT COCA-COLA

Every person who drinks a coca-cola enjoy moment of refreshment and shares an experience that millions of others have savored. All of those individual experience combined have created a worldwide phenomenon – a truly global brand. The Coca-Cola company, nursing the global community with the world largest selling soft drinks since 1886, returned to India in 1993 after a grape of 16 years giving a new thumbs up to Indian soft drink market. In the same year ,the company took our ownership of the nations top soft drink market brands & bottling market. No wonder our brands assumed an iconic status in mind of consumers. Coca-Cola serves in india some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinely (packaged drinking water).

The biz.system of coca-cola in India directly employs apporxmatly 6,000 people, & indirectly creats employment for many more related industries throw our wash procurement , supply and distribution system.

The vast Indian operations comprise 25 company owned bottling operations & 24 franchise –owned bottling operations . the apart a network of contract packers also 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 reasponsible for the mfg. distrubtion & sales of product across the country.

A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste the life \. It is with enjoyment.

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MISSION OF COCA-COLA

To refresh the world in mind, body & sprit. To make a difference in our product. To inspire moments of optimism through our brand and action. To create a value in brands & difference everywhere we engage. To do everything differs. Our product in each hand. Being a global leader in beverage.

VISION OF COCA-COLA

Profit : Maximize the return of shareholder.

People : Establish a great place to work where people are inspired to

the Best they can do.

Portfolio : Bringing to the world a portfolio of beverage brands that

Anticipate and safely people’s desire & need.

Partners : nurturing a winning network of partners & building a mutual

Loyalty.

Planet : Being a responsible global citizen that makes a difference.

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VALUE OF COCA-COLA

Leadership : “The courage to shape a better future”

Passion : “Committed in heart & mind”

Integrity : “Be real”

Accountability: “If it is to be, it is to up to me”

Collaboration : “Leverage collective genius”

Innovation : “Seek, Imagine, create, Delight”

Quality : “What we do. We do well”

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BIRTH OF COCA-COLA

DR. John Stith Pemberton invented coca-cola on May 8, 1886 in

Atlanta, Georgia. The doctor was trying to invent a headache tonic by mixing

coca leaves and the kola nuts as basic. The tonic was to be mixed water to

be sold as headache tonic.

It had a tingle of alcohol in it. So after all the drinks with the alcohol were banned

Atlanta in 1885. DR. Pemberton mixed the leafs with the kola nuts, water, sugar,

Carmel, vanilla, lemon, cassia, caffeine, and a lot of other ingredients. The new

syrup was to be mixed with normal water and taken by mouth and was a marketed

as a headache tonic. It was a tested in popular soda fountain’s at Jacob’s

pharmacy. It turned out to he good medicine for headache. After some months soda

jerk. Willis Venerable at Jacob’s pharmacy mixed syrup with carbonated water

instead of normal water and hence coca- cola born and derived its name by Frank

Robinson. DR. John Pemberton’s bookkeeper. Coca-cola got its name from the

kola leaves and kola beans that were used to prepare the drink. He also wrote the

famous script logo that is still used today.

COCA-COLA COMPANY

As a Candler bought the rights of coca—cola from various people to whom

Dr. Pemberton had gifted or soled. In 1889. As a Griggs Candler an ambitious

pharmacist and owner of the as a. G. Candler & company became the sole

proprietor of coca—cola and Robinson became his partner. Thus coca—cola the

company was born in 1888.

Later in 1919 As a Candler sold the Company to Ernest woodruff who made the

company public.

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FIRST BOTTLING AGREEMENT - 1899

Till 1899 coca-cola was sold as fountain beverage only. In 1899 two young

attorneys from Chattanooga. Tennessee believed they could build a business

around bottling coca cola. In a meeting with Candler, Benjamin. Thomas and

Joseph white head obtained exclusive rights to bottle coca-cola across most of the

United States for the sum of the one dollar. A third Chattanooga lawyer John. T.

Lupton soon joined three ventures.

THE RAPID GROWTH-1900-1909

The three pioneer bottler divided the countries into territories and sold bottling

rights to local entrepreneur. Their efforts were boosted by major progress in bottling

technology which improved efficiency and product quality. By 1909, nearly 400

coca-cola bottling plaits were operating, most of them family owned business.

Some were open only during hot weather months when demand was high.

THE CONTOUR BOTTLE-1916

The coca—cola as sold in simple Hutchinson (straight —sided bottles till

1916 that could be easily imitated also due to large popularity duplicates with the

name of coca-cola started entering the market and it was difficult to distinguish coke

from the duplicate beverages. Hence in 1916, a Swedish engineer. Alex

Samuelsson of the root glass company of Terric haute. Indiana designed the

present color bottle. It became the identify of coke. The contour bottle became one

of the few packages ever granted trademark status by U.S. patent office. It was

patented in 1920.

BOTTLE OVERTAKES FOUNTAIN SALES

As the 1920s dawned more than 1000 coca—cola bottlers were operating in

the U.S. Their ideas and zeal fuelled steady growth. Six bottles cartons were a

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huge hit starting in 1923. A few years later, open top metal coolers became the

forerunners of automated vending machines. By the end of 1920s bottle sales of

coca-cola exceeded fountain sales

START OF GLOBAL FOOTAGE

Candler’s oldest son first introduced coca-cola in Europe about the year

1900. He introduced it in sod fountain and generated by man new orders. The first

international bottling plant was opened in 1906 in Canada, Cuba and Panama Soon

followed by many more.

NEW FLAVOUR

Till 1960 Coke Company had only brand named Coca-Cola, its original cold

Drink. In 1960 it introduce four new brands namely Sprite. Fanta, Fresca and TAB

followed by Mr. Pibb and Mello Yello 1970s. Diet coke and Cherry Coke were

added to the list in 1980s and POWERADE and Fruitopia in 1990s.

CONSOLIDATION TO SERVE COUSTOMER-1970 AND 1980

As technology led to a global economy. Retail customer of The Coca-Cola

Company merged and evolved into international mega-chains. Such customer

required a new approach. In response many small and medium size bottlers

consolidated to better serve giant international customer. The company encouraged

and invested in a number capacity to lead the system in working with global retailer.

THE CLASSIC COKE

In 1980’s the sales of coke declined. The blind test were organized that it was

concluded that sales are declining because people no prefer the taste of coke. Thus

the ‘New Coke’ with new test was introduced in 1985. It turned out to be the biggest

blunder in the history of coke. People didn’t like the new coke and demanded the

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old test. The company did so and renamed the new classic coke and new coke as

Coke II.

NEW AND GROWING MARKETS – 1990Political and economic changes opened vast markets that were closed or

underdeveloped for decades.

THINK LOCAL ACT LOCAL 21 CFNTURY The Coca-Cola bottling system grew up with root deeply planted in local

communities.

COKE TODAY Today coca-cola is available in nearly 200 countries and its trademark is seen in Approximately 80 languages. It has around 300 brands. In fact, around 10450 soft drinks from the coca-cola company are consumed every second.

THE PEOPLE WHO MADE COKEJohn Stitch Pcmberton - Inventor of the Coca-Cola Syrup. President of Pemberton

chemical.

Frank Masson Robinson- Inventor of the Coca-Cola logo

As a Riggs Candler- launder of the Coca-Cola Company. President & Chairman of

the Coca-Cola Co. 1888-1916.

Benjamin F. Thomas & Joseph B. Whitehead— First bottler

Alex Samuelson- Designer of Contour bottle

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MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN WORLD

MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN

INDIA

VICE PRESIDENT

(REGION WISE)

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CHAIRMAN

BOARD OF DIRECTOR

PRESIDENT & CHIFE OPERATING OFFICER

SENIOR LEADERSHIP TEAM

OPREATING GROUP LEADERSHIP

CEO

AGM

PLANT MANAGER

ROUTE MANAGER

MANAGER FINANCE MANAGER

SALES MANAGER

MFG. PROCESS OF COCA-COLA PRODUCTS

INGREDIENT DELIVERY

SweetenerTeam of professionals, work on selecting, auditing, sampling, testing, approving and then authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement.

Secret Formula

Created in special concentrate plants, it's delivered, held and used under strict controls to maintain its integrity and security. Each unit of concentrate is especially identifiable to allow the "history" of each component to be researched at any stage of production, storage or use.

CO2 Formula

when delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy delivery and storage. But what is it? In essence, it's a colorless and odorless gas that provides the "fizz" for our beverages. But it's also a by-product of our breathing and used by plants and trees to produce oxygen.

Water

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ASM

CHANNEL MANAGER

AREA CAPABILITY DEVEPOLMENT MANAGER

SALES EXECUTIVE

MARKET DDEVELOPER

MARKETING EXECUTIVE

SALES TRANNER

since water is a key component to all our beverages, its quality is critical. And, since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of our beverages; it's rigorously filtered and cleansed. We then continuously sample the water to ensure it meet our standards.

MaterialsIngredients are not the only things delivered to the plant. Other materials such as bottles, cans, labels and packaging are also delivered. Our plants in India use refillable bottles, CANS, PET etc. in the Production Process, when bottles and cans are delivered to the plant; they are carefully inspected to ensure that they meet our exacting standards. Once these have passed initial inspection, they move on to be washed and/or rinsed

WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sounds simple, the actual steps can differ by bottling plant. In India, our plants use refillable glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles are first hit with precise jets which remove any dirt or debris. They are then soaked in a high-temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to the "hydro wash" where they are washed again with a deep cleaning pressure-spray.

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MIXING AND BLENDING

H2O and Sugar

Mixing and blending begin with the steps of mixing pure water with refined sugar, which creates simple syrup. The syrup is then measured for the correct amount of sugar.

Secret Formula

Our secret formula is... still secret! That's right; the secret formula remains a mystery to the millions of people in nearly 200 countries that enjoys our refreshing beverages everyday. Even though we can't tell you the secret, you can be sure that "LIFE TASTES GOOD" with Coca-Cola.

H20 and Syrup

With the syrup nearing its final state, we mix it with pure water, creating the finished uncarbonated beverage. However, the water and syrup must be mixed in right ratio. This is done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator.

CO2 Adding

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Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages. Carbon dioxide not only gives our beverages their effervescent zest, but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages.

FILLING

Once all the ingredients have been mixed and blended and the bottles have been cleaned and sanitized, we're ready to start filling. This is a surprisingly complex process requiring precision at each step. To begin with, bottles must be carefully timed as they move to the filler - synchronization is key. Once at the filler, bottles are either held securely in place by flexible grippers or precisely placed under filling valves by centering devices. Before the bottles can be filled, the inside of the bottles must be pressurized. This allows for the force of gravity

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itself to draw the beverage into the bottle - a process that ensures the smooth flow of liquid, with little to no foaming.

CAPPING

Once filled, bottles are then capped. We use different caps for

different bottles - glass bottles are usually topped with a metal crown

while "PET BOTTLES" are topped with a plastic screw-top. Each cap

type then moves through different parts of the machine, which

ensures each cap stays scratch free and is in the right position to be

precisely placed on the bottle. As quality and freshness are key, we

use a "no closure" detector during the capping process and a "go-no-

go gauge" or "torque meter" after the bottles has been capped. The

"no-closure" detector checks if a screw top or crowns has been placed

on bottle. The process actually stops if the detector doesn't find a

closure. The "go-no-go gauge" checks for the proper crown crimp and

the "torque meter" checks to make sure the screw-top is good and

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tight. If the bottle cap isn't just right, the beverages can become flat or

be affected in other ways. If this happens, the bottle is discarded.

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LABELING

Once the bottles have been filled and capped, they move on to be labeled. A special machine dispenses labels from large rollers, cuts them and place on the bottles. For special labels such as commemorative bottles for football championships, the labels are sent to the bottling plants for approval, and then used for packaging. Depending on the occasion, some of these special bottles will go only to the specific locations. For example, a national football championship bottle will be sent only to the home town or state of the championship team.

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CODING

The bottle is now ready to be coded. Each one of our beverages is marked with a special code that identifies specific information about it. The codes simply identify the date the beverages was bottled or canned. These codes identify the date, time, batch no. and the MRP. Product coding allows us to ensure that u receive our beverages at their flavorful best.

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INSPECTION

We inspect bottles at many points during the process. With refillable bottles, it happens they are first brought into the plant. They are also inspected after they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, each plant samples bottles for analysis in its lab to ensure quality is up to standards.

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PACKAGING

Once our filled beverages have passed final inspection, they are ready to be packaged for delivery. Generally, packing can refer to everything from the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and containers, to plastic rings.

Because the needs and tastes of our consumers are so diverse, the packaging varies depending on where the beverages are being sent.

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WAREHOUSING & DELIVERY

In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produced each day.Beverage organization is key, though it's the bottle and can coding that allow for the necessary precision. From the warehouse, we load beverages onto our distinctive trucks. Night and day, our trucks are delivering our refreshing beverages to stores, soda fountains, and vending machines near you.

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BRANDS OF INDIA

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PRODUCT INTRODUCTION

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The world's favourite drink. The world's most valuable brand. The most recognizable

word across the world after OK.Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world.

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In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative togetherwith improved distribution ensured that all brands in the portfolio grew leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.

Glass PET Can Fountain

200 ml, 300 ml, 500 ml, 1000 ml

500 ml, 1.5 L, 2 L, 2.25 L,

500 ml + 100 ml330 ml Various Sizes

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Strong Cola Taste, Exciting Personality

Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys

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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 the fastest growing soft drink leading the clear lime

Category.

Today Sprite is separated is perceived as a Youth Icon Why? With a

strong appeal to the youth. In spite has stood forward and honest

attitude. It is clear crisp refers its taste encourages the today’s youth

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to trust their instincts influences them to be true to who they are and

to obey their thirst.

FANTA

The company acquired a european drink Fanta in 1960. Fanta orange is the Core flavor. But it is also available in other citrus and fruit flavor. Consumers, particularly teens, fondly associated Fanta with happiness and special time with friends and family this positive imagery is driven by the Brands fun. Playful personality, which goes with its bright colour, bold fruit taste and sparky carbonation.

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LIMCA - LIGHT AND LEMONY This thirst-quenching beverage

features a fresh, light lemon-lime taste and fun loving attitude. lt’s a

home-grown national reassures in India. where it was acquired by

Coca-Cola Company in 1993. The product’s invigorating taste and

cloudy look haven’t changed. But the brand has been revitalized with

a new marketing campaign.

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MAAZA

Maaza was launched in 1976. Here was the drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coco-Cola India. Maaza currently dominates the fruit juice category. Over the year the brand Maaza has become synonymous with mango. This has been the result of successful campaign like “Taaza Mango, Maaza Mango” and “Botal Mein Aam, Maaza hain Naam” Consumers regard Maaza as wholesale, natural fun drink which delivers the rich experience of fruit.

The current ad. of maaza positions it as an enabler of fun friendship moments between a mother and her kid. as mother trust the brand and the kids loves the taste. Ihe canipaign builds on the existing equity of the brand

47

and delivers a relevant emotional benefit to the mother rightly captured in the. tagline Yaari dosti Taaza maaza”

Minute Maid - A 62 year success story

The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80 percent of the water in orange juice, forming a frozen concentrate that when reconstituted created orange juice. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate.

Minute Maid- One of the world's largest juice and juice drink brands

48

Over the years, through innovations and unmatched consumer experience provided in over 60 countries, Minute Maid brand has clearly become one of the world's largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India (starting with the south of the country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink category

49

Water a thirst quencher that refreshes a life giving force that washes

all the toxins away. A ritual purifier that cleanses, purifies, transforms.

water the most basic need of life. The very substances of life a

celebration of life itself. The importance of water can never be

understood. Particularly on nation such as India where Water

governs the life of the millions, be it as part of everyday rituals or as

the monsoon which gives life to the sub- continent.

Kinley water understands of this life giving Force. Kinley water

thus promises that water in pure as it is meant to be. Water you can

trust to be truly safe and pure. Kinley water comes with the

assurance of safely from the Coco-Cola Company. That is why they

introduce Kinley with reverse osmosis along with the latest

techno1ogy to ensure the purity of our product. That’s why they go

through rigorous testing procedures at each location where Kinley

water is produced. Because they believe that right to pure, safe

50

drinking water is Fundamental. A universal need that cannot be left to

chance.

DIET COKE

looking good and tasting great Diet Coke was born in 1982 and

quickly became the no. 1 sugar-free drink in diet-conscious America

known as Diet Coke in the U.S. Canada. Australia and Great Britain.

51

And as coca-cola light in other countries. It’s now the No.3 soft drink

in the world.

It’s drink of the people who want no calories, but plenty of taste. Ad

campaign around the world for the Dite Coke shares a playful.

Sophisticated and fun—loving attitude.

BRANDS TAGLINE competitor of the

brand

Thumsup - Taste the thunder Pepsi

Cocacola - Open happiness

Pepsi

Sprite - Seedhi baat no bakwaas ,clear hai 7up &

Mountain dew

Limca - Fresh ho jao:

Nimbooz

Fanta - Go bite Mirinda, Parle’s

Appy fizz

52

Maaza - Bina guthli wala aam Slice,

frooti

MMPO

Tropicana

Kinley - Bund Bund me pyas hai Aquafina, Bisleri

53

INTRODUCTION TO THE TOPIC

54

RED: A RIGHT EXECUTION DAILY

1. CONCEPT OF RED: RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market

Hindustan Coca Cola Beverages Pvt. Ltd., India division

under Eurasia Operating Group has been working on RED i.e. Right

Execution Daily since FEB 2006.

Coca Cola Company believes that its success depends on their

ability to connect with consumers by providing them with a wide

variety of choices to meet their desires, needs and lifestyles choices,

Company success further depends on the ability of their people by

execute effectively, every day.

2. MEET COCA-COLA CUSTOMER:

Worldwide the coca cola company is no. 1 in sales of Sparkling

Beverages & Juices & Juices Drinks, as well as no. 2 in sales of Soft

Drinks & no. 3 in sales of Bottled Water. It’s our customers that are

largely responsible for this unrelenting success

Who are the Customers?

Coca Cola customers are grocery stores, restaurants, streets

vendors, mass merchandisers, conveniences stores drug stores,

movie theaters, & amusement parks- among others.

What do they do!

Coca Cola customer sells its products to consumers & shoppers, who

enjoy the products at a rate of 1 .5 billions servings a day.

55

Why is their role important?

Coca Cola customers make it possible for consumer & shoppers in

local communities around the world to purchase & its broad purchase

& enjoy its broad portfolio of quality beverages.

3. MARKET SEGMENTATION UNDER RED:

Coca Cola Company’s market can be segmented in RED

along 3 lines- Channel Cluster, Outlet Volume, and Locality Income

56

S

.

57

Types of outlets

Grocery:-

Outlets which primarily engaged in retailing of food and various

household items. It include neighborhood outlet stoking

provisions, edible & general household items of daily usages

E.G., commodities like flour, pulses, rice & branded household

items like toothpaste, mosquito oil, soap etc.

E & D:-

Outlets selling items to eat which are being cooked within

outlet, made at the outlet & possibility consume in outlet.

They may have place of sitting. It includes QSR/Bakery/MITIE

Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea

soaps etc.

Convenience:-

Includes outlets which are small stores or soap generally

accessible locally. These are often located alongside busy

roads.

It includes Chemists soap/STD booths/Pan Bidi soaps etc. E &

D includes flowing outlets.

Take away

58

On the go or consumption out of premise food & drink

purchase lead by convenience or impulse.

Fast food-

Self service with limited menu.

Pubs-

Outlets selling alcoholic beverages & snack items. May be

open till late at nights or 24 hrs.

Dhaba-

Situated on roadside & market places catering cost effective

Indian food.

Convenience includes:

Pan shop-

Semi- temporary kiosk located near the road side selling

Cigarettes, beverages and other confectionary items.

Outlet at petrol pumps-

Convenience outlets selling top up items, may be open till late

at nights or 24 hrs.

Travel & convenience kiosks-

Permanent kiosks within the airports/ railways/ bus stand

premises (inside or outside) selling only beverages or a food &

beverage kiosks.

59

60

BRAND ORDER SYSTEM OF COCA-COLA

COLOJ-K

Cola Lemon Orange Juice

Kinely

61

Thums Up

coca

Fanta

Sprite

Limca

Maaza

MMPO

Kinely

DISTRUBTION SYSTEM OF PRODUCTS IN MARKET

Distribution of products is main point of the marketing strategy

of the companies. How the product distribute in market as

much as possible.

Coca-Cola India distributes its product in market from its

warehouse in two types.

1. Direct route.

2. Indirect route.

DIRECT ROUTE

Where company supply its products in market by company

route or its agent route by company owned delivery vans.

InJaipur city company have direct route.

INDIRECT ROUTE

Indirect routes are those in which Coca-Cola products are

supplied to its distributors appointed in different areas. Then

distributors distribute products in market by their own tempo or

vehicle.

Total number of indirect routs in Jaipur rural region is more

then 100

62

63

FLOW OF DISTRIBUTION SYSTEM

Market

Direct Route

Plant Warehouse

Indirect Route

Distributor

Market

64

STANDARDS FOR DIFFERENT TYPES OF

OUTLETS

CHENNAL:- GROCERY

OUTLET CATEGORY:- DIAMOND

Availability standards of products

200ml/TP -

250ml/200ml mz Maaza

300ml Thums Up+[coke,limca,sprite,fanta(any3)]

330ml Diet coke, Coca-cola (only for medium/high

income

500/600ml Thums Up+[coke,limca,sprite,fanta(any3)]

Maaza

1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]

Maaza,Kinely

COOLER STANDARDS

Locality income

20 c/s visi low

9 c/s visi

65

30 c/s visi Medium/high

20 c/s visi

66

ACTIVITION STANDARDS

Essential activation standards:-

Display Rack (at least 1)

3 Tier Rack with Header(should pure

50%charged by coke products)

Self Display (other than rack, mini.8 facing

of any pet displayed & visible.

Price communication & visi cooler @ prime

position.

Optional activation standards.

Counter Top.

Aerial Mobile Hanger.

Crate Display.

Road Standee/Flange/Signage.

67

EXECUTION STANDARDS

CHANNEL: - GROCERY OUTLET

CATEGORY: - GOLD


200ml/TP Only for few locality income.




income


Maaza


Maaza,Kinely Necessary.

COOLER STANDARDS

Locality income

9 c/s visi low

7 c/s visi

68


20 c/s visi

69









position.


Counter Top.


Crate Display.

Road Standee/Flange/Signage

70

CHANNEL:- GROCERY OUTLET CATAGERY-

SILVER


200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]




income


Maaza


Maaza,Kinely

COOLER STANDARDS

Locality income

4 c/s visi low

7 c/s visi

7 c/s visi - Medium/high

71









position.


Counter Top.


Crate Display.

Road Standee/Flange/Signage.

72

CHANNEL:-GROCERY OUTLET CATEGORY-BRONZE


200ml/TP Thums Up+

[coke,limca,sprite,fanta(any3)]


300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDARDS

Locality income

2 c/s visi - Low

PVC ICE BOX - Medium/high


1 Tier Rack


position.

73

CHANNEL-E & D OUTLET CATEGORY-

DIAMOND


200ml/TP Maaza




income


Maaza


Maaza,Kinely

COOLER STANDARDS

Locality income

20 c/s visi low

9 c/s visi


20 c/s visi

74



Combo standee(mini3 nos.)/combo wall

hanging(mini 3 nos.)/menu board with

combo communication (at least 1 of 3

option).

Branded table mats/Branded menu

card/table top vinlys(at least 1 of 3 option) at

least 5 nos. or all tables if less than 5 tables.

Flange/Road Standee/Glow sign board(at

least 1 of these 3)


position.

75

CHANNEL-E&D OUTLET CATEGORY-

GOLD


200ml/TP Maaza




income


Maaza


Maaza,Kinely

COOLER STANDERDS

Locality income

7 c/s visi low

9 c/s visi


20 c/s visi

76

ACTIVITION STANDERDS





option).





least 1 of these 3)


position.

77

CHANNEL-E&D OUTLET CATEGORY-

SILVER


200ml/TP Maaza




income


Maaza


Maaza,Kinely

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi

7 c/s visi - Medium/high

78






option).





least 1 of these 3)


position.

79

CHANNEL E&D OUTLET CTEGORY-

BRONZE


200ml/TP Thums Up+



300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low



Table top Display.

DPS/Flange/Road standee.

80


position.

81

CHANNEL-CONVIENCE OUTLET

CATEGORY-DIAMOND


200ml/TP Maaza




income


Maaza


Maaza,Kinely

COOLER STANDERDS

Locality income

20 c/s visi low

9 c/s visi


20 c/s visi

82



Table top display unit/Hanging rack (at least

1 , should be pure& atleast 50% charged).

DPS/Flex board/glow sign board /road

standee/flange (at least 1 of the above).


least 1 of these 3)

Arial mobile hanger (with at least 4 mobile

hanger displayed at front of store).


position.

83

CHENNAL-CONVENIENCE OUTLET CATEGORY-

GOLD


200ml/TP Maaza

250ml/200ml mz Thums Up+

[coke,limca,sprite,fanta(any3)]MZA

300ml Thums Up+

[coke,limca,sprite,fanta(any3)]M/H .IN


income


Maaza


Maaza,Kinely

COOLER STANDERDS

Locality income

7 c/s visi low

9 c/s visi

84


20 c/s visi








least 1 of these 3)




position.

85

CHANNEL-CONVENINENCE OUTLET

CATEGORY-SILVER


200ml/TP Thums Up+[coke,limca,sprite,fanta(any2)]


300ml Thums Up+[coke,limca,sprite,fanta(any2]

330ml ------------------------------------------------


Maaza


Maaza,Kinely

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi


86

87








least 1 of these 3)



Outside crate display (min.3 crate with crate

wrap).


position.

88

CHANNEL-CONVENVENENCE OUTLET

CATEGORY-BRONZE


200ml/TP Thums Up+



300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low


(2 covers)


Table top Display.

DPS/Flange/Road standee.

89


position.

ACTIVATION ELEMENTS

GROCERY:-

3 Tier Rack.

1 Tier Rack.


Table Top Display.

Self Display.

EATING & DRINKING:-

Tripod stand.

Lit Combo.

Non-Lit Combo.

Salt & Pepper Tent Card.

Regular Tent Card.

Menu Boards.

Changeable Insert Boards.

3 Cups Strategy Unit.

Changeable Standee.

Changeable Hanging Insert brd.

90

Counter Utility Display

CONVENIENCE

1 Tier Rack

Table Top Rack.


ESSENTAIL ELEMENTS FOR ALL CHANNELS

Price Strips.

Brand Strips.

Price Cards.

Cooler Door Tray.

Dealer Board / DPS.

Standee.

91

COOLER INSTALATION PROCESS

Company set the coolers 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 than the night cover is set at the palace where the

cooler will set.3. After establishment of the guarder than cooler set in guarder.4. When cooler has been set in guarder than the price

communication on cooler tray & set the trays properly in coolers.

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 boards with combo on E & D outlets.7. On small convienence outlets we put their also hanging rack.8. Set up warm display on outlets.

BENEFITES OF INSTALL A COOLER OUTSIDE THE

OUTLET

Larger income. More consumers will buy beverages from soap.Increase in selling space.Outside cooler arouses more consumers’ interest and increase sales through good beverage exposure.Outside outlet, it enlarges the amount of consumers visiting outlets.Easier access to chilled product triggers the consumers purchase impulse.Effective use of soap space. Saving store/warehouse area.Attractive and convenient form of beverage presentation.Complimentary installation and services.

Pita –population+inciedence+transation+av .profit

92

BENEFITES SETTING A COOLER INSIDE THE OUTLET.

Larger income. More consumers will buy beverages from soap.Easier access to chilled product triggers the consumers purchase impulse.Chilled beverages taste better & hold greater value for consumers. Effective use of soap space. Saving store/warehouse area.

Complimentary installation and servicesBENEFITES OF INSTALLING A VISI COOLERAttractive presentation of products.Consumer’s connivances easier access to the product.Increase in sales and income. When consumer see the product he willing to buy it.It fills the consumers want & willingness.The salespersons easily know that what is in our cooler.

BENEFITS OF SETTING UP MENU BOARDS WITH COMBO

Transaction value increases (meal+beverages) and as a result, raises trade turnover and income.Attractive offer for the consumers.Combo visualization shortens consumer’s decision making time.Chosen meals purchase suggestion makes dish preparation and sales planning easier.Seeing “saving” communication consumers perceive combo as promotion and buy them more willingly.Combo price is prominently visible to the consumer.

93

BENEFITES OF SETTIN UP HANGING RACKEasier access to product for consumers.Easier product merchandising.Product in order and visible.Selling space enlargement using small outlet space.Placed on consumers route will trigger impulse so that a lot of consumers will buy beverages in soaps thus increasing transaction value.

BENEFITES OF SETTING UP WARM DISPLAY

Attractive presentation of products in coolers.Consumer’s connivances easier access to the product.Increase in sales and income. When consumer see the product he willing to buy it.Time: less time spent by the soap staff in filling up product.It fills the consumers want & willingness.Seeing “saving” communication consumers perceive display as promotion and buy them more willingly.

RED SCORING :-

RED Scoring is the technique by which the quality of service & performance executed by the company’s personnel are enumerated in item of number.

The following marks under assigned under RED are 100 and these total marks segregated among the three factor of the RED.

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Which are as follows:-

VISICOOLER = 20 , AVIABILITY = 70 MARKS

ACTIVATION = 10 MARKS

SWOT ANALYSIS

Strength Products manufactured are of high quality. Experienced employees. Testing of products at each stage of production has maintained relation between employees and employer is a good relation with the customers. Customer’s satisfactions are the rules of the company.

Weakness The products are to be manufactured as per the customer’s requirements. So it requires lot of the time and if the requirements do not meet then the product has to be redesigned ‘ which will take lot of efforts and time.

Opportunity Catering to the rural market and making the product available to the rural areas by managing the distributor.

ThreatsCompetition in the manufacturing of Beverages industry.

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RESEARCH METHODOLOGYThe research includes the study which was descriptive in nature.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

Observation SurveyHere we include the primary method of survey

Research Instruments-

Questionnaire-A printed questionnaire was their to make the survey.

RED scoring sheet Area of Survey-Varanasi

Sampling plan

Sampling unit - Owners of the retail outlets. Sampling size- 50 outlets Sampling procedure- Sampling method- Retailers surveySECONDARY DATA- For the secondary study data was not available so it is taken from company records.

96

SIZE OF VISICOOLER

IS PRESELLING IS GOOD OR THERE IS SOME GAP

HOW MUCH HAS THE VISIBLE PRODUCT?

97

LEADING BRAND OF COCACOLA

CHANNEL OF COKE

OUTLET BELONG TO WHICH CLASS

98

INCOME GROUP

MARKET SHARE

99

DIVISION OF MARKET

RETAILER FAMILIAR WITH PROJECT RED

100

Project RED is a live project. It can broadly be classified in two stages,

which can be described as follows.

Initial Stage:-

This stage comprises of Product Knowledge and Process Knowledge.

The product knowledge means the knowledge of every product and

its variants offered by the company-

The Process Knowledge means the knowledge about the

distribution of the product and its variants from the sales depot to the

different retailers of the city.

The actual knowledge about the product and the process was attained with

the help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle

(vehicle which carries coke product from depot to different outlets) along

with salesman. By the route riding it is very easy to grasp and understand

how the cola market actually works. Route riding elaborated the factors

influencing the cola market and provided the information about the

competitor’s strategies and schemes which they offer to the retailers in

order to gain advantage. Retailer’s grievances were best know with the

help of route riding through personal interaction. Also with route riding any

one can know about the sales status of an outlet on a daily basis.

Later stage:

This stage comprises of the serious implementation of the

project RED in the area of Rikabganj, Chowk, FAIZABAD. To ensure

101

effective and fruitful implementation of the campaign, market

developers (M.D.) were appointed by the company. Market

Developers carried the responsibility to handle all the activities

under the R.E.D. campaign.

The first step involved in this stage was to select the outlets

where the campaign has to be implemented. The outlets are selected on

the basis of some parameters like annual sale of the outlet, type of the

outlet, space available at the outlet etc.

PJP(permanent journey plan)

(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market developer

which contains the names of the outlets to be visited by him coming under

the campaign R.E.D. where the project has to be implemented.

After getting permanent journey plan the next step was to visit the

outlets for gaining initial information of every individual outlet as well as

market on a whole. The visit to all the outlets of that area helped in

revealing its market condition. Visiting the outlets clearly showed the

picture of the market situation prevalent in market..

PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes

order one day before and then delivers the product to each route. So this

gives more time to market developer to assure RED.

102

This concept has so many advantages-

This gives more time to the market developer for the activation &

branding purpose.

By this company can easily implement the RED concept in better

way.

Presale concept makes assure of more availability of the products in

the market.

This concept is easy in processing.

By this concept market developer can arrange the product in better

way.

The Company can display its products in proper way so that

customers can attract towards it.

HYPOTHESIS

Hypothesis

(A) Null hypothesis (H0 ):The coke has more consumption then Pepsi.

(B) Alternate Hypothesis (H1): The coke has not more consumption then

Pepsi.

103

(C) Let the level of significance is(α)= 5%In testing the hypothesis since the

test is two tailed is Z=+-1.96

TEST FORMULA

Z= P1-P2

√PQ[1+ 1]

n1 n2

P= n1P1 +n2P2

n1+n2

Q=(1-P)

where

P-Total population proportion of Coke & Pepsi

P1-Sample proportion of coke

P2-Sample proportion of Pepsi

n1- sample size of coke

n2- sample size of Pepsi

After calculated value is Z=1.34 which is less then calculated from the table

Z=1.96 hence null hypothesis is accepted.

CONCLUSION –The coke product is more consumption then Pepsi.

104

2)Hypothesis

(A)Null hypothesis (H0 ):The market share of coke is higher then Pepsi.

(B)Alternate Hypothesis (H1): . The market share of coke is not higher then

Pepsi.

(C)Let the level of significance is(α)= 5% which the hypothesis is tested.

FORMULA

Z = P*-P

√P(1-P)

n

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value is less then value calculated from the table that is 1.96,

So the null Hypothesis is accepted.

105

CONLUSION- The Market share of coke is higher than Pepsi

3)Hypothesis

(A)Null hypothesis (H0 ):Presale is good for the company.

(B)Alternate Hypothesis (H1): Presale is not good for the company

(C)Let the level of significance is(α)= 5% which the hypothesis is tested.

FORMULA

Z = P*-P

√P(1-P)

n

106

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value(1.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted.

Conclusion – Presale is good for the company.

SWOT ANALYSIS

1. STRENGTHS:-

DISTRIBUTION NETWORK: The Company has a strong distribution network

consisting of a number of efficient salesmen, 700,000 retail outlets and 8000

distributors. The distribution fleet 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.

STRONG BRANDS: The Coca-Cola has been named the world's top brand for a

fourth consecutive year in a survey by consultancy Interbrand. It was estimated

107

that the Coca-Cola brand was worth $70.45billion. People all over the world

enjoy coca cola products more than 1.3 billion times per day.

COST OF OPERATIONS: The production, marketing and distribution systems are

very efficient due to forward planning and maintenance of consistency of

operations, which minimizes wastage of both time and resources, leads to

lowering of costs.

2: WEAKNESSES:

LOW EXPORT LEVELS: The brands produced by the company are brands

produced world wide thereby making the export levels very low. In India, there

exists a major controversy concerning pesticides and other harmful chemicals in

bottled products including Coca-Cola .Therefore, people abroad, are

apprehensive about Coca-Cola products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE

ECONOMIES OF SCALE:

The Company’s operations are carried out on a small scale and due to

Government restrictions and ‘red-tapism’, the Company finds it very difficult to invest in

technological advancements and achieve economies of scale.

3: OPPORTUNITIES:

LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1 per cent share of the

soft drinks market; this includes a 42 per cent share of the cola market. Other

products account for 18.1 per cent market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new products, which are

not manufactured abroad, like Maaza etc and export them to foreign nations. It

108

can come up with strategies to eliminate apprehension from the minds of the

people towards the Coke products produced in India.

HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to

an increase in the per capita income thereby causing an increase in disposable

income. The beverage industry can take advantage of such a situation and

enhance their sales.

4: THREATS:

IMPORTS: As India is developing at a fast pace, the per capita income has

increased over the years .If consumers shift onto imported beverages rather

than have beverages manufactured within the country, it could pose a threat

to the Indian beverage industry as a whole in turn affecting the sales of the

Company.

TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a

variety of regulations at each stage on the consequence from production to

consumption. Therefore, this can limit the growth of the Company and pose

problems.

SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large

number of daily wage earners, poor roads; power problems; and inaccessibility to

conventional advertising media. All these problems might lead to a slowdown in

the demand for the company’s products.

CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on

the changing preferences of the consumers.

109

OBSERVATION

1) The order of each and every outlet is collected.2) The Vz-cooler is checked for 100% purity.3) Brand Order of soft drink is observed.4) The availability of soft drink is checked at every out --let.

110

5) The location of Vz- cooler is observed at every outlet and is checked whether it is present in prime location.

6) Every outlet is visited on regular basis.7) Any complain regarding Vz- cooler or soft drink is noted in

complaint diary.8) Each out let is checked whether it is working properly or not.9) As like a Market Developer (M.D.) my responsibility is to

check terms and conditions of Vz-Cooler for an outlet whether the conditions are met or not.

10) As like a Market Developer (M.D.) my responsibility is to find which product is not being sold and then give advice to outlet so that sale increases.

111

LIMITATION

Although all efforts has been taken to make the results of survey as possible but the survey suffers from the following limitations:-

Considering the fact that nothing is prefect in the world. Every

individual bound to make mistake at some points. It’s genuine.

The study was restricted to Varanasi only, so it was difficult to

generalize the interpretations would be make out of the

findings.

Limited knowledge of the researcher in the field of research

may lead to interpretation errors.

The result has not been tested.

The respondents may be baised or influence by other factor.

Information collection took 60 days.

A busy schedule of dealers/ retailers also makes the collation

of information a very difficult one.

The projection is purely based on verbal meetings and may be

influenced by unprecedented factors.

Non-co-operative behavior of respondent was a big problem in

this survey.

White studying the report the above fact should be taken into

consideration.

The research was dependant on the information provided by

the respondents (retailers). It may insufficient.

As associated with every project, time and money were the

major limitations with project.

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The time period of study was only for two-months so it was not

possible to cover all the areas and go into the depth of the

problem and make analysis.

The psychological condition varies from place to place because

in many places outlet owners were not supportive.,

The training was carried on in the pick season so market

developer was not so supportive.

Some respondents left some of the questions unanswered

either due to inability to put a strain on mind or they did not

know the answer.

LIVE EXPRIENENCEIn last I can say that the project successfully done by us. I gratitude to all staff of coca-cola those include me in this kind of live project. It is a live & imagines experience for me. I always remain it in my life. After successfully completed the project Sameer sir told to me that till today’s you learn only book knowledge. In project you learn the practical knowledge. This practical is a beneficial for you so remember that whatever you learn from here mention on a paper always remain. It is useful for you in future.

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FINDINGS

After visiting Outlets we collect some conclusion. Which in brief as Follows: 1. End costumer satisfaction level with the Coca-Cola is good.

2. Brand awareness among consumers is very good.

3. Availability standard in outlet according to terms & conditions of the company is not fully fulfilled. This is due to the poor down payment and poor communication between outlet & sales Man.

4. Purity level of the Red out let is also not good because Shopkeepers put their own material inside the freeze. It is seen that the many shopkeepers behavior is not good. They behave like a illiterate person.

5. About 40% Red out let Activation standard good.

6. Demand of product by retailers is not fully fulfilled by agency

7. E&D and CON. Channel have more sales volume respect to STD , P.C.O and other channel.

8. For the outlets, their focus brand is C.S.D & JUICE ; WATER and SODA is least preferred brand.

9. All most 85% S.G.A belongs to the coca cola company.

10 Irregular supply

11 Find purity Coca-Cola visicoolers.

12 Found so many outlets they want visi coolers from Coca-Cola.

13 Also found dead & useless coolers.

14 Some retailers complain about the service & repair of coolers.

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SUGGESTION

The company should measure Retailers satisfaction regularly.

Company can increase the sales when it considering more on retailers, their suggestions or complaints about service or product so that necessary action can be taken.

Review meeting should be often held so that the working pattern of the executives can be checked and improved if needed.

Company representatives should visit retailers and should make a long-term relationship with retailer so that they can pull the customer.

Since customers are value maximizes and their expectation to this brand is high, as the brand image shows their quality is supervene so the company should also take feed back at time to time. By this they can make their brand loyal.

Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making high sales volume.

Cash discount should be competitive and luring.

Try to continue the good image of the outlets by keeping more and more good quality in services. By this the monopoly will continue with Coke products.

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Company should attains on small outlets so there sales can increase.

For marketing strategy of company should divers it business in related this sector Like-Ice creams, butter &chocolates because of company have visicoolers in mostly outlets.

Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavor.

Company should search new area for increasing in sales.

In winter Season Company gives more discount & schemes to retailers so they sell more our product.

Company must make new strategy to fight local cold drinks brands.

Company should give new dealership on small towns.

Try to decrease the price of commodity in competition of Pepsi.

Company should try to maintain manpower.

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SIGNIFICANCE OF STUDYTo the Researcher:

It gave a chance to use the conceptual knowledge in actual environment and prepares the researcher to use the knowledge for better in his future endeavors.

It helped in the assessing the factors, which influenced the retailers purchasing and selling products to the consumer from Coca-Cola.

The study is essential for the researcher 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 competition nowadays. Consumers are very much aware and curious about safely products, services, brands and other upcoming products. This study provides an insight to the company that what kind of strategies must be adopted in order to sell more products to consumers and also satisfying them.

To the Others:

The study gave an insight into various aspects of the Beverage companies, discussed in this study. One can easily come to know about what is happening in Beverage companies in the current

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environment. How they make attraction of Retailers & consumer mind.

QUESTIONNAIRENAME OF OUTLET OWNER:

AREA

CONTACT NO.:

(A ) GENERAL QUESTIONS

1).Type of channel

a) Grocery ( ) b) Eating & Drinking ( )

c) Convenience ( )

2). Type of category

a) Diamond ( ) b) Gold ( )

c) Silver ( ) d) Brownze ( )

3). Are you familiar with project RED?

a) Familiar ( ) b) Unfamiliar ( )

4).Your belief on Coca Cola increased from Project RED by?

a) 25% ( ) b) 50% ( )

c) 75% ( ) d) 100% ( )

5).What kind of incentives you are getting from distributors?

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a) Schemes ( ) b) Prizes ( )

c) Scratch coupons ( ) d) Cash discount ( )

e) None ( )

( B ) AFTER PROJECT RED

6) Improvement in condition of visicooler?

a) Yes ( ) b) No ( )

c) As it is ( )

Analysis- After the execution of RED the condition of 72% visicooler is improved, 20% are as it is and 8% are not improved.7) Has the availability of product increased?

a) Yes ( ) b) No ( )

c) As it is ( )

Analysis- The product availability at 82% outlet is increased where as 9% outlet are as it is and 9% outlet are no incresase .

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8) Has the activation of outlet increased?

a) Yes ( ) b) No ( )

c) As it is ( )

Analysis-AT the 78% of outlet have increased their activation element where as remaining 22% of outlet are not increased their activation.

9) Is the delivery of Coca cola’s product increased?

a) Yes ( ) b) No ( )

c) As it is ( )

Analysis-The delivery of coke product is increase at 80% outlet where as 7% outlet where delivery of coke product is not increased and 13% outlet are left as it is.

(C ) PERFORMANCE OF RED TEAM

10) What is the performance of Market developer?

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a) Poor ( ) b) Good ( )

c) Better ( ) d) Best ( )

Analysis- The performance of the Market Developer is Improved tremendously and they give their best performance.

11) What is the frequency of deliveryman visit?

a) Daily ( ) b) Weekly ( )

c) Monthly ( ) d) Never ( )

Analysis- The delivery man visit on a dailybasis to provide the COKE product to the outlet only some the outlet is left where deliveryman provide product on weekly basis

12) What is the frequency of visit of top management?

a) Daily ( ) b) Weekly ( )

c) Monthly ( ) d) Never ( )

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Analysis- The top management is not frequent visitor at the outlet. They mostly visit in a month .

13) Do you want to continue with RED project?

a) Continue ( ) b) Discontinue ( )

Analysis- The 93% outlet owner want that the project RED is continue because it help in increasing their sales whereas 7% donot want that the project RED is continue.

14) Any suggestion?....................................................................................

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

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BIBLIOGRAPHY: -

BOOK AUTHOR Marketing Management Kotler, Philip, Edition 7, Marketing Strartegy,TataMcgrahill Research Methodology Kothari,C.R. Edition 6, Research Methodology,

Search engines. www.google.com www.yahoo.com

Web sites. www.cocacola.com

www.coke.com www.cocacolaindia.com

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http://www.cocacolaindia.com/

http://www.coke.com/

http://www.cocacola.com/

http://www.yahoo.com/

http://www.google.com/

Documents

Summer Project Report