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Ms. Reeti Agarwal
Animesh Agarwal Akriti Mehrotra Ankur Dutt Shagufta Arif (Sec.D)
The cola industry has phenomenal possibilities for rocketing profit growth inspite of the sign of relief heaved by the manufacture at the abrupt sensational termination of coca cola monopoly the tastes of cola is by no means extinguished the coca. Cola have a status symbol to it..., generated by the sub standard, penetrated, advertising and extensive distribution network. Total soft drink segment is growing at the rate of 10% per year still if international standard area considered the per capita consumption of three serving in rock bottom, less than even our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind of a market potential coke entered in India in 1991 after the permissions of setting up Britico Food company to coke was granted by the government in Pune in 1992 the plant was established for is deducted then the bottle are taken out of the line and cleaned again or reject. The most important step is the mixing of drink concentrate dissolved in the soft water the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.
After the crowing of the bottle the crown contains the manufacturing data batch number and Time. After crowing the bottle, the bottle comes again at checking screen for checking the bottle.
THE PRESENT POSITION OF COKE IN INDIA
Coke is a households name and is the lips of every one. In present time every person know the name of coca cola since India is one of biggest market and sultry summer from march the end of October and huge population has immensely helped in the sales the sales of coke in India and its making it more economical. Last years, the market share of Coca Cola was not specific. In this year company’s top management adopted new policy and increased the rate of all brands of coke. By this decision top management determined the rate of 300 ml / 10Rs. And the brand of 200 ml determines the rate of this brand 7Rs. By which medium size family and lower level family can be taken the enjoy of coke. By this decision company’s marketing share has been increased.In present time coke is captured approximate 60% market share in cold Dinks line. Now coke has defeated all the soft drinks company. According to
service and according to advertising coke has appropriate position.It has now emerged as the winner and has a good image in the market.
Four P’s Of Marketing
• • • •
Product Price Place Promotion
Product mix of Coca-Cola consists of the various brand packs and flavors given in the table. Product strategy of the Coca-Cola is to promote all the brands available in all the brands packs and to introduce the product in new flavors and. even new product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is also introduced.
COKE BRANDS IN INDIAN ORIGIN
COCA-COLA: Developed in a brass pot in 1886, Coca-Cola is the most recognized and admired trademark around the globe. Not to mention the best selling soft drink in the world.
SPRITE: In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in the U.S., and the world's most popular lemon-lime soft drink.
FANTA: The name "Fanta" was first registered as a trademark in Germany in 1941, when it was used for a few years for a soft drink created from available materials and flavors. The name was then revived in 1955 in Naples, Italy, when it was used for the "Fanta" orange drink we know today. It is now the trademark name for a line of flavored drinks sold around the world.
DIET COKE: The extension of the Coca-Cola name began in 1982 with the introduction of diet Coke (also called Coca-Cola light in some countries). Diet coke quickly became the number-
one selling low-calorie soft drink in the world.
VANILA: It is an Ice Cream in taste Launched in 2004.
LIMCA: This is thirst-quenching beverage features a fresh and light lemon-lime taste and a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by the Coca-Cola Company in 1993.
MAAZA : Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non carbonated mango soft drink with a rich, juicy m natural mango taste.
THUMPS UP :
In 1993, The Coca-Cola Company acquired this brand, which was originally introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian Cola.
KINLEY WATER: This is thirst-quenching beverage features fresh the fresh water with the saturated oxygen level.
SUNFILL: This is thirst-quenching beverage features a fresh and light orange taste and a lighthearted attitude.
Ingredients Cola carbonated sugar
Pack Flavour 200Ml. water 300Ml. 500Ml. 1.5 Litre 2 Litre
Product Coke, Thumsup
Orange Flavour + 200Ml. Carbonated Water+ 300Ml. Sugar 500Ml. 1.5 Litre 2 Litre
Mango Treated sugar
Pulp+ 250 ML water+
Slice Flavor + 200Ml. 300Ml. 500Ml. 1.5 Litre 2 Litre Mirinda Lemon Limca
Carbonated Water+ Sugar
Flavour+ 200Ml. Water 300Ml. 500Ml. 1.5 Litre 2 Litre
Carbonated + Sugar
7’Up Dew Pepsi
Regarding the Pricing Policy we are not able to have the information regarding the cost of the product and prices in the other origin but we have the prices at which the products available in the market below:
All the soft drinks product of the company except MAZZA will have the same prices on all the different sizes;
ON 200ML: The prices of the bottle available in the market is Rs.9
ON 250 ML: The price of the bottle is Rs.10 and this bottle is available for MAZZA only.
ON 300ML: The prices of the bottle available in the market is Rs.11
ON 600ML: The prices of the bottle available in the market is Rs.22 and it can be for soft drinks except MAZZA
ON 1lt. Pack:
The prices of this pack available in the market is Rs.35 , MAAZA is of Rs.40 and KINLEY water bottle is of Rs.12
ON 2lt. Pack: The prices of this pack available in the market are Rs.55 and MAAZA is of Rs.70.
10% discount have been given in the big retail outlets only in case of 1lt. and 2lt. pack. Regarding the allowances which are not fixed and can be changed time to time.
The Coca-Cola Company in India is governed from its corporate office located at Gurgaon in Haryana. It governs the working of five zones covering whole India these zones are: - Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone. These zones are divided in to various, plants, which govern the area assigned to them. The areas are the various distribution centers called distributors and C&F agents.
Then comes the retailers/customer for the company's product, they receive goods from distributors and C&F agents. Finally consumer is there, having the product from the customer's shops or delivered to their home, it is more clearly visible through this chart. The Coca-Cola Company, which gave its reach to the mouth of billions of people all around the world having a wide distribution, network. In India, the pace and speed at which Coca-Cola has widened its business is really amazing. Distribution network is the biggest strength of the company.
In India, there are over 5 million retail outlets dispersed all over the country. The retailing industry provides employment to over 18mn people. 1 out of every 25 families in India is engaged in the business of retailing. Ownership and management are predominantly family controlled. However in sharp contrast to developed countries, unit average size of a retail outlet in India is very small. Organized retailing, however, has been a recent phenomenon and is relatively undeveloped. There are no large super market chains/ shopping malls. Consumers are unwilling to pay a premium for convenience shopping as their
counterparts in the western countries do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which offer products at reasonable prices, have been fairly popular, Department Stores and Food Stores are slowly gaining popularity. A large number of corporates have recently ventured into retailing. The retail outlet in India can be broadly categorized as follows: Grocery stores General purpose stores Food stores Pan bidi shops Chemist/ drug stores Cold chains
The relative share of grocers dropped from over 50% in the early 90's to 35% in the late 90's. Chemist outlets on the other hand, have been expanding their product range to include high margin FMCG products from shampoos to ketchup. Pan-wallas are also emerging as full fledged consumer product outlets. COMPOSITION OF URBAN OUTLETS Grocers Cosmetic stores Chemist Food Stores General Stores Pan – stores 34.7% 4.0% 6.3% 6.6% 14.4% 17.0%
COMPOSITION OF RURAL OUTLETS Grocers Cosmetic stores Chemist Others 55.6% 13.5% 3.3% 27.6%
DISTRIBUTION : Marketing or Distribution channel refers to the set of marketing intermediaries which manufacturer's link together to reach their products to the ultimate consumers. Depending on the product, nature of market and manufacturers' resources/strategy, there can be one or more links between the manufacturer and consumer. Manufacturer – Retailers Manufacturer - Wholesalers – Retailers Manufacturer - Stockists - Wholesalers - Retailers.
This part of the marketing is playing a very vital and important role in the current situation in India. Looking at the competition and promotion and advertising budget of both the companies coca cola and Pepsi, one can easily estimate the importance of this. The promotion mix of Coca-Cola is divided in to Top line promotion includes the promotion designed and done by the company's corporate office of Gurgaon and the office of Bombay TV ads, design of banners, and other POS done by the company simultaneously all around India
with no Difference in designs etc. fall in this category. Below the line promotion includes the promotion schemes, publicity material, POS display done by the company from zonal, plant, sales manager and area sales manager level. . At the sales manager and area sales manager level the promotion done exclusively for the cities in their respective area and other POS display. ADVERTISING AND PROMOTION : Advertising consists of non-personal form of communications. The communication is conducted through trade media under player sponsorships. Advertising aims at providing information about the product arouse demand for the product and emphasize on superior features of the advertised product over others. Players have to decide on overall advertisement budget, message and
mode of presentation, type of media, timing etc. They invariably do post audit of advertising efficacy. Promotions are of two types viz. pull promotions where consumers are incentivized and push promotion where dealers/ retailers are incentivized. There are several forms of promotion such as distributing free samples, discount coupons, gift offers for consumers and target based incentives and display schemes etc for retailers. Marketers also sponsor charity programmes, sports etc to promote corporate/ brand image.
It is a logistics control process that applies situational understanding from both the operational and logistical common operating pictures in order to dynamically control and synchronize the flow of materiel through the distribution pipelines, including retrograde and lateral distribution. The last part of the definition - retrograde and lateral distribution - is critical to future success and is often overlooked in distribution management schemes. Our ability to move materiel in any direction through the pipelines provides an economy of effort that actually becomes a force multiplier. In this manner, distribution management becomes a key enabler of logistics transformation, by reducing materiel
requirements to only those that are needed and by leveraging stockage positioning to reduce the total cost of sustainment. It consists with: • • • • • • • Advanced Forecasting Advanced Pricing Advanced Stock Valuation Agreement Management Bulk Stock Valuation Enterprise Facility Planning Inventory Management
Cola-Cola adopt a good customer relationship management, it is focus on the, segment of the product because each segment is affected by different sets of factor which hamper or enhance sales. Each segment had its own Pros & Cons. So we have to understand the various segment of soft drink industry that which flavor is existing more in the market, Such as Thums-up strong brand of coke which is more popular in young generation. I also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy. dealer is influence wrong direction to the market. They are supply product at high margin with low
scheme.As we know till now since ill soft drink industry the concept of brand loyalty is not in that shape in which it is in countries. So company could take some steps to be to have a good report with the retailers why supply them regularly and provide them with other monetary benefit.
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