HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED

AN INTERNSHIP REPORT ON

ANALYSIS OF ANTI COKE BEHAVIOUR OF RETAIL OUTLETS

SUBMITED TOWARDS PARTIAL FULFILMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT (RETAIL & MARKETING)

SUBMITTED BYGAURAB KUMAR PGDM-R&M (2011-13) ENROLMENT NO-1102010

FACULTY GUIDE MR. P. MAHESH

ASST PROFESSOR INSTITUE OF PUBLIC ENTERPRISE HYDERABAD- 07

INDUSTRY GUIDE MR. RITESH JHA

SALES & DISTRIBUTION HINDUSTAN COCO-COLA BEVERAGE LIMITED

ACKNOWLEDGEMENT

I would like to thank Dr. P.NARESH KUMAR zonal head-human resources (AP), Coca-Cola India, without whom an internship with, Hindustan Coca-Cola Beverages Private Limited (HCCBPL) would not have been possible. I am grateful to him for having taken time off his busy schedule and spoken to the concerned person to get me this internship. I express my gratitude to the Hindustan Coca-Cola Beverages Private Limited (HCCBPL) for having given me an opportunity to work with them and make the best out of my internship. I thank my trainers, Mr. shankar and Mr. ritesh jha for having trained me and constantly guided and supported me throughout the training period. My heartfelt gratitude also goes out to the staff and employees at HCCBPL for having co-operated with me and guided me throughout the one and a half months of my internship period. I thank my school, institute of public enterprise Academy of Management Studies for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program. I thank course coordinators; Dr.v.srikanth and internship guide Mr. P.mahesh for having guided and supported me through the course of the internship. I take this opportunity to thank my parents and friends who have been with me and offered emotional strength and moral support.

CONTENTS
LIST OF TABLES LIST OF CHARTS CHAPTER 1 1.1 1.2 1.3 1.4 1.5 INTRODUCTION Introduction to Cola Drink Sector Need for Study Objectives of Study Methodology Limitations of Study 1 2 6 7 8 8

Introduction to Cola Drink Sector

The 50 bn-rupee soft drink industries is growing now at 6 to 7% annually. In India Coke and Pepsi have a combined market share of around 95% directly or through franchisees Campa cola has a 1% share and the rest is divided among local players. Industry watchers say, fake products also account for a good share of the balance. There are about 110 soft drink producing units (60% being owned by Indian bottlers) in the country, employing about 125000 people. Beverage industry is one of the fast growing industries in India .it can be divided into two sections i.e. carbonated and non-carbonated. the carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments.

Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill all the segments of consumers. Marketing is also to convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. it is also requirement for the company to improve their service and product quality for achieving their ultimate goal. As far as the soft drink market is concerned, it is facing the cut throat competition because of the availability of a large number of indirect as well as direct competitors. Single company offers the soft drink to the market in different taste and flavors. In this industry entire range of flavors are produced by other competitors also. More often it becomes

impossible to differentiate between the same flavors of two different brands, when served in plane container, range also. All these factors together make the situation

complicated. Besides both corresponding brands have the similar price.

Need for Study

I have to find out those outlets which are either not selling Coco cola or selling in very less amount. Region for t h e project was Hyderabad region. This project was aimed at finding out the shops, which were not promoting Coco cola and selling competitor brands. It was also aimed at knowing the reason for anti Coco c o l a behavior of outlets in the region, their requirements from company and willingness to sell Coco cola brands.

Objectives of Study
In Hindustan Coco cola beverage limited is the work o f Anti Coke Outlet Survey was given to me. I have done this survey k e e p i n g in mind the f o l l o w i n g objectives

Which I have mentioned below:

1-

Study the distribution network of Coco cola

2-

To comparatively analyze the stock of Coco cola and Pepsi with retailers of Coco cola.

34-

To study the retailers satisfaction. To find out the way to enhance the sale of Coco cola. Analyze the reasons of not selling Coco cola at retailers level. To find out the new potential stores for Coke products.

56-

Methodology
Descriptive research Design is the research design followed in this project. As a part it, both primary and secondary data has been collected. Both this type of data has being used extensively in the project for deduction of the conclusion.

DATA
The data which have been collected for this research are taken from the market in the form of primary and secondary data.

PRIMARY DATA
Primary data has been collected the Hyderabad region. I prepared the questionnaire for retailers. This project was aimed at finding out the shops, which were not promoting Coco cola and selling competitor brands. It was also aimed at knowing the reason for anti coke behavior of outlets in the region, their requirements from company and willingness to sell Coke brands.

SECONDARY DATA
For secondary data I have referred to several journals, office manuals, research websites and other sources of information to make this report more authentic and useful.

COMPARATIVE ANALYSIS AND COKE STOCK SHAR

QUESTION-1 which companys stock do you have?

NAME OF THE COMPANY COKE PEPSI BOTH TOTAL

NO OF RETAILERS 34 66 25 125

IN PERCENTAGE 27% 53% 20% 100%

INTERPRETATION:According to my study, 34 retailers have Coke stock, 66 have Pepsi stock and 14 have both.

QUESTION- 2 Which companys VISI you have?

NAME OF THE COMPANY COKE PEPSI BOTH NONE TOTAL NO OF RETAILERS 32 62 17 14 125 IN PERCENTAGE 26% 50% 14% 10% 100%

INTERPRETATION :According to my s t ud y of a n t i Coke outlets, 62 retailers have Pepsi visi,32 have Coke visi,14 have none visi and 17 have both Coke and Pepsi visi.

QUESTION-3 Do you need Coke VISI?

NO OF RETAILERS 43 82 125 IN PERCENTAGE 34% 66% 100%

YES NO TOTAL

INTERPRETATION:According to my study, 43 retailers need Coke VISI.

QUESTION-4 Do you want to sell Coke?

NO OF RETAILERS 93 32 125 IN PERCENTAGE 74% 26% 100%

YES NO TOTAL

INTERPRETATION:According to my s t u d y , 93 retailers say yes and 32 anti Coke retailers dont want to sell Coke.

QUESTION- 5 Did you sell Coke before?

YES NO TOTAL

NO OF RETAILERS 76 49 125

IN PERCENTAGE 61% 39% 100%

INTERPRETATION:According to my study, 76 retailers have sold Coke earlier and now converted into Pepsi and 49 have never sold Coke.

QUESTION- 6 Is coke providing you right service or not?

NO OF RETAILERS 32 44 76 IN PERCENTAGE 42% 58% 100%

YES NO TOTAL

INTERPRETATION:According to my st udy 32 retailers said yes and 44 said no.

QUESTION- 7 What is the daily sale of your outlet?

NO OF RETAILERS 45 57 23 125 IN PERCENTAGE 36% 46% 18% 100%

AVERAGE GOOD VERY GOOD TOTAL

INTERPRETATION:According to my s t u d y , 45 retailers have average sale, 57 have good sale and 23 retailers have very good sale of soft drink.

QUESTION- 8 What is the reason of being anti Coke?

NO OF RETAILERS 5 26 22 29 9 91 IN PERCENTAGE 6% 28% 24% 32% 10% 100%

VISI NOT PROVIDED TIE UP WITH PEPSI/PEPSI APPROACHED FIRST COKE SERVICE NOT GOOD SCHEMES NOT GOOD AS PEPSI FRIDGE NOT PROVIDED TOTAL

INTERPRETATION:-

According to my s t u d y , 5 retailers dont sell Coke due to absence of Coke visi, 26 retailers due to Pepsi tie ups and first approach, 22 due to bad service, 9 due to fridge not provided and 29 due to not so good schemes.

LIMITATIONS OF STUDY
It is well known fact that constraint and limitations are bound to be present in any study do this also has some limitation as:1- The survey has been conducted only in few areas of H y d e r a b a d due to 2345-

limited time. It is v e r y d i f f i c u l t to m a k e people understand the s i g n i f i c a n c e of conducting survey. Lack o f retailers interest to answer the questions is also an important limitation. Lack of knowledge of area has affected the research. The information given by the client may be false and biased.

Suggestion
If proper attention is given then many of the shops in these areas have the capacity & will to become the exclusive Pepsi outlets. In my View those shops which have a good regular sale of 5 to10 cases per day should be targeted to convert them in exclusive outlets.

Suggestion Regarding Improvement

CE needs to personally contact with retailers who help in knowing the activities of the distributors as well as help in Promoting the business. 1. It should focus i ts attention to the untapped market where i t can considerably increase its market share. 2. Distributors should from time to time take the pain of f i n d i n g requirement of retailers and the problem they are facing. 3. The process of visi installation should be made easy. 4. There should attention be paid to the repairing of visi out of order. 5. Coke should work h a r d more to increase its market share in some areas like Secunderabad, Tarnaka, Balanagar etc. 6. Advertisement and publicity in the untapped market by way o f signage, racks, paintings, banners, hoarding etc. should be expanded. 7. Margin to retailers should be taken care of and may be possible ought to be increased without increasing the overall price. 8. Distributors should check the working of r o u t e agents or s a l e s m a n on regular basis. out the

9. Shortages of the product during the summer season if possible should be reduced. It communicates bad message among the retailers as well a s the consumers. 10. Signages & merchandise should be installed against the sale performance of the outlets as well as the need of the market. 11.Survey by the top officials should be made in the un tapped areas to access the real situation and should be done as a surprise visit instead of planned visit. 12. Now you have to focus on all the win shops because they are giving very

good business for all seasons