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(206, Aadil Nagar, Sitapur Ring Road) Lucknow By “Abhishek Wadhwani” Under the guidance of MR AJAY SINGH (TRAINING MANAGER) Submitted to Bharati Vidyapeeth Deemed University, Pune in partial fulfillment of the requirement for the reward of the degree of Master of Business Administration (MBA) Through Institute of Management & Entrepreneurship Development Pune-411038 (2011)
T. and warm response and for filling every gap with valuable ideas that has made this project successful. Ltd. Deepak Verma (R. Chitresh Tiwari for giving me useful guidance for summer internship. Abhishek Wadhwani 4 . information. I would like to thank our Head of Marketing Department Mr.R Manager) Advance Sales & Service Pvt. Carry out my project titled RED.Lalit Saxena (Area Sales Manager) under whose guidance I have successfully completed this project. It is a privileged to express my sincere thanks to our honorable Project Guide Mr. advice to complete my project detail. Mr.M) for giving me an opportunity to sell out Mazza in Rural Area. Lucknow for given me an opportunity to associate myself to the world‟s largest soft drink Co.Pooja (H. Rajan Sharma (Sales Head) for giving sound marketing concepts which helped me in writing for this Project. I am sincerely thankful to Mr.D. I think him for his consent. encouragement. cooperation. Ajay Singh (Training Manager) & Ms. I wish to express my heartiest gratitude to our RED M. . I also thankful to outlet holders to whom I visited for their support.ACKNOWLEDGEMENT I would like to express my heartiest gratitude to Mr.
an idea about market condition. I was given to find out the “Execution mapping in Red-outlet of coca cola”. that the future manger must be ready to take the future responsibilities. During this period. So. It was exactly in this context that I was privileged enough to join coca cola. 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.one of the biggest brand in beverages in the world.PREFACE The summer training programs are designed to give the practical knowledge of corporate world. Therefore it hoped with all sincerity that this work shall be of definite use to the organization. 5 . In the training program I had tried my level best to arrange the work in systematic and chronological way. I achieved lots of experience and confidence over the past seven week which will help me to take the future responsibility on my shoulder. This endeavor work shall provide the coca cola marketing department.
Date: Abhishek Wadhwani Roll No. Pune. The content of this report is based on the information collected by me during my tenure at Coca-cola at Lucknow for fifty days of training from 16nd of May to 04th July 2011. This project is being submitted I partial fulfillment for award of degree of MBA in from Bharati Vidyapeeth Deemed University.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. 6 .
2 Historical development 2.1 Introduction 1.3 Importance of study 1.Population.4 Objectives 1. Conclusions 7 .5 Scope of the study 1.2 Method of Data Collection 3.4 Tolls of Analysis CHAPTER-4 Data Analysis 4.1 Research Design 3.4 Product information 2. mission. Sampling Method.3 Vision. Suggestions.2 Meaning/Definition of terms 1.TABLE OF CONTENTS CERTIFICATE ACKNOWLEDGEMENT PREFACE DECLARATION LIST OF TABLE LIST OF GRAPH EXECUTIVE SUMMARY CHAPTER 1-Introduction 1.5 Financial position of company 2. Sampling frame.& objective of the company 2.1 Data Presentation 4.7 Summary CHAPTER 2.3 Data Analysis & Interpretation 4.1 Introduction of company 2.3 If Applicable. Sample Size 3.6 Limitations 1.4 Conclusion CHAPTER-5 Findings.Company Profile 2.2 Introduction (data analysis process) 4.6 Competitor analysis CHAPTER-3 Research Methodology/ Statement of Activities carried out at the Organization 3.
3 Conclusion Bibliographies Appendix/Annexure 8 .2 Learning Experiences 5. Recommendation 5.5.1 Findings. Suggestion.
LIST OF TABLE LIST OF GRAPH 9 .
1. activation and purity of visi cooler. In peak season supply of goods were not up to the mark. Visi cooler is very important for increasing sales. 2. To check the effectiveness of RED.D). provides suggestions to the company to improve their products sales. Some outlet owner is aware about the RED and follows the RED norms.availability of brands. and gives the information about customers demand and satisfaction. image. 5. RED also deals with developing of market their targeting. segmenting and positioning of products and it involves various strategies to the brand as well as the products with enhancing the personality. Gold outlets. It will serve consumer in better manner. Red deals with all the departments from manufacturing to advertisement and it effects the operating cycle as well. This project has been done with the permission of Advance Sales & Service PVT LTD (ASSPL) the project has been carried out in Lucknow (U. Secondary data include post record of company business magazine. To check the cooler management. Market share of coca cola is increased because of effective distribution channel and 10 . Some big shops located at strategically important places were not provided with advertisement tools like stands and boards.. identity. Diamond outlets and Platinum outlets. The retailers are satisfied with promotional activity of coca cola. 4. and gives information about the size of the retail network. It gives information about the services given by distributor to their retailers. like Silver outlets. Coca cola packaging and branding is better as compared to other company. To Survey and evaluate the outlets included in RED. proper execution of brands and products. Data is collected by survey and interview method from the market. Market developer‟‟ main work fulfills the brand availability. RED (Right execution daily) is a tool to measure sales team and distributor‟s performance in the outlets with respect to all parameters of execution. To Find out the customer preferences.P). availability of brands activation of coca cola brand in various orders. Market Developer role is very helpful for the company and the retailers. Primary sources include the questionnaire to the retailer and distributers and the company office. It helped me to understand as to how the RED outlets have been put in different categories. Sales promotion is a very effective tool for creating brand image of coca cola. The person who drives the culture of RED is the market developers who is responsible for the increasing market size by tapping the untapped market. The job of market developers is to induce impulsive marketing. Coca cola is good service Provider Company in soft drink industry. The researcher gets the chance to visit the market with market developer (M. and belief etc each and every day. For effective score of market execution compliance against the picture of success. conveying of problems and issues from market to companies etc. culture. Salesman note able to reach the small shops and shops located in the distant area.. gives information about the competitor‟s products. They visit RED outlets and insure that different brands of coca cola are kept in particular orders.EXECUTIVE SUMMARY The project entitled to me is the “A CRITICAL STUDY OF RED (Right Execution Daily) THE POWER OF SYSTEM”. maintaining relationship with the market .
The marketing activities are good but there is need of some more promotional activities RED helped in enhancing the overall appearance of the outlet along with increased sales.demand of the consumers. Since in LUCKNOW and its surrounding area heat descends more as compared to other parts of the states so obviously demand is more in this region. 11 . Convenience for both retailer and the customer to sell and purchase the products respectively.
The order should be in such a wayAS COLOJ-K SPARKLING. and can be precisely monitored. Survey has done in the four topics Visi Purity Lead Brand Availability Activation VISI PURITY There should be no impurity in the visi cooler of the company. RED NEEDS To check the Visi cooler standards as per RED Norms. To check the availability standars. It is a tool to measure sales team and distributors‟ performance in the outlets with respect to all parameters of execution. To check the self compliance of the various products in the visi cooler. JUICE. No other products r display /store in our visi. each brand can be measured against its specific execution goals. To check the activation standards in various outlets. Impurity here refers to that brand which is presented in the visi cooler other than coke‟s product.Chapter 1: INTRODUCTION RED-Right Execution Daily THE POWER OF SYSTEM RED stands for Right Execution Daily. It is a survey method for the company to know their position in the market. Due to the audit characteristic of RED. FOCUS / LEAD BRAND The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. KINLEY 12 .
There are four type of outlet mentioned below. ACTIVATION Activation is important because it helps to boost the sales of the company. Activation Elements Market developer must ensure that all these activation elements must available at all the outlets.It helps to attract the customers. According to this market developer has to ensure the availability of the products in the particular outlet. Detail of activation elements must available at GROCERY STORES: OPTIONAL ELEMENTS:- 13 . MMPO. Thumsup Coca cola Sprite Limca Fanta Maaza. Shelf display. Table tops .MMNF Kinley.Water & Soda AVAILABILTY Availability is done according the type of outlet.This boards usually gives to the E&D outlets . Rack with header is provided to the grocery stores. flanges. it is done through the Glow sign. Combo boards.
OUTLET SEGMENTATION MODEL 14 .
Does not have a place to sit.200-499C/s per year Bronze . and confectionary. They may also sell 600ml. VOLUME There are five types of outlets according to the volume of sales of the outletPlatinum->1500C/s & above Diamond – 800 TO 1500 C/s & above per year Gold .1 Outlets selling items to eat which are being consumed primarily standing in the outlet or being taken away for Future Consumption.it includes: 15 . Small outlets that mainly sell 200ml or 300ml bottles.it includes Bakery/sweet shops/ Pakora-bhaji selling outlet/confectionary/QSR/Juice Centers/Soft Drinks Shops/Tea Shops/Ice-Cream Parlours etc. (B) EATING & DRINKING TYPE.TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria Volume Per Outlet(VPO) Channel Income group 1. travel channel etc.500-799C/s per year Silver .2 Outlets selling items to eat which are being cooked/ made within outlet with possibility of consuming those products within the outlet. The outlet should have a place to sit. (C) EATING & DRINKING TYPE. CHANNEL (A) CONVENIENCE CHANNEL: Pan/Bidi shops (customer profile): This segment includes PAN BIDDI outlets that Stock cigarettes. It covers STD/ISD phone booths.<200C/s per year 2. mint.
Medium. vanaspati. Burger. High.Those outlets where high income customer comes. Market Segmentation Models Visi-cooler position. provisions. INCOME GROUP According to the income group of the area Low. etc. display & Brand Order Compliance 16 . etc) and General stores (outlets selling items of day-to-day requirements& stocking a variety of branded products) (E) GROCERY-2 Modern Grocers: Open aisle or selling only packaged items. (F) TRAVEL-1(Railways) Outlet or stalls on railway Platforms.(D) GROCERY-1 Outlets primarily engaged in retailing of food &various households items.Those outlets where medium income customer comes. Chips. (G) TRAVEL-2(Bus Stand) Outlet or stalls on Bus Stands or highways.Those outlets where low income customer comes. Samosa. H) CINEMA-SINGLE SCREEN Outlets inside Single Screen Cinema campus items like Popcorn. spices. edible oil.it includes Grocers (Outlets dealing mainly in grains. 3.
Limca. Fanta. All products must be displayed in brand order i. Minute Maid Pulpy Orange.Under RED market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display. Maaza. TYPES OF VISI COOLER/CHEST VISI COOLER CHEST COOLER 17 . Kinley (mineral water & Soda water).e. Thumsup. Sprite. Table Top Display etc. Coke.
7C/s 9C/s 12C/s 14C/s 20C/s 30C/s 4C/s VISI COOLER 18 .
Visi-cooler 20 points. cooler as per RED standard. Tracking will be done of the following Parameters: 1.Visi cooler compliance as per RED Norms will be tracked. This includes cooler being present in outlet. cooler in prime position etc. cooler purity.RED SCORE TRACKING The performance of market developer is measured on the basis of score tracking. 19 .
20 . Availability 65 points. Brand pack norms are channel specific. as specified in RED norms.RED will track brands and brand pack availability.2.
Activation Elements 15 points.Tracking of Activation Elements in outlets is done by RED Tracking of elements in Channel Specific. 21 .3.
BONUS & PENALTY 22 .TOTAL 100 points These 100 points are distributed in various Parameters explained below.
For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company. 23 .Criteria for providing free chilling equipment An ice box is provided for the sale of 1-2 crates daily to the retailers. A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler. If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.
I learned settlement confirmation style.e. I got good knowledge about the consumer‟s perception and market segmentation strategy.D concept during my summer internship. MONOPOLY concept. direct root operation. when the retailers sells all product of the company and always keep Visi cooler pure. Company gives credit policy to the retailer on the basis of loyalty and percentage increase in sales.Plant Warehouse --. silver.Distribution Warehouse --Retail Stock --. I worked at Alambagh and Alliganj in Kanpur and find out many gap between the company and the retailers and how to fill Visi cooler tracker sheet. I also got knowledge about their pre seller concept& retailer segmentation strategy.Retail Shelf --. platinum. I worked on the R. My work was to find out 40 horizontal Outlets. bronze retail outlet according to the sale and the filling of red tracker which has three categories availability. gold. I learned many things during my summer internship project and I got good knowledge about difference between theoretical knowledge and practical knowledge. A typical distribution chain at BBL would be: Production --.D concept because company get information about position of the retailer that means how many retailers are following company norms in each and every route. Lalit Saxena gave me a responsibility to find out gap between the company and the retailer.Consumer In the beginning. HOW COULD I HAVE DONE MY WORK BETTER? 24 . LOADIN and LOADOUT concept also. I learned manufacturing process at ASSPL and distribution network also. The retailers are getting all scheme properly which is provided by the company. Visi Cooler Standard and activation on this daily evaluation of retailer is done by market developer before tracking order and puring Visi cooler. my trainer Mr. ASSPL has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products to 25 routes of the city. I got knowledge about company planned and unplanned scheme strategy.MY ROLE IN PROJECT “RED” I worked in marketing department as a sales executive at Advance Sales and Service private limited. After that my trainer gave me a responsibility to capture “to find Horizontal Expansion outlets”. and how company gives credit policy to the retailer. Company provides fund to each company operated plant for giving some scheme to the retailers. company in Lucknow.E.Depot Warehouse --. During my summer internship. I learned company working style and got knowledge about the company ROD (return on deposit) &GOD (goods on deposit) concept. I worked with the market developer in different market and got good knowledge about the company pre-sale concept which had started from the year 2007. Their evaluation system of retailer that is red tracker in which they have divided their retail outlets in 5 categories i. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when it is needed by them. diamond. company is aggressively working on the R. which is basically those outlets who have potential to grow and become our future suppliers. In the pre.E.sale company takes order one day before and accordingly company delivers their product on the each route.
retailers complained me but I didn‟t have rights that‟s why I could not take any action. IMPORTANCE 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. I have seen that Area sales manager and sales team leader worked with market developer in market for achieving goal. I learned market segmentation strategy of the Coca-Cola Company. supply was not according to the demand. Company focus on day to day working.Cola Company. I learned that any enterprises cannot get success without good planning and good strategy. This project directly deals with the interaction of different kind of people 25 . I saw that how marketing persons convince the retailer for increasing sales and I also learned customer relationship management in Coca.P strategy. I learned one thing which is most important that is “hard work” with strategy. company is very aggressively working on this concept. I learned S. L-R concept. I got good knowledge which is totally different to the book knowledge. HOW WILL THIS EXPERIENCE HELP ME IN THE FUTURE I got good knowledge that how to make good relation to the others.T. I learned how they give credit policy to the retailer and how company calculate gross profit and I also got good knowledge about the company ROD&GOD concept.E. settlement confirmation concept.As my point of view if I would have a bike their at Lucknow then I could work very fast and collect some more valuable information for the company. Lucknow city consists of many areas but I was not able to collect data from each areas. I learned distribution channel of the company and I got knowledge that how company make plans and how they work on strategy. delivery was not on time. Company is not able to utilize the potential of summer trainees in a better way. When I joined Coca-Cola company as a summer trainee that time the asking rate of selling product was very high. The retailers was having some basic problems like Visi cooler was not working well. consumer behavior and scheme process also. WHAT DID I LEARN? I learned many things at ASSPL in Lucknow. I learned pre sale concept and R. load in & load out concept. if I would have been given any authority then I would have done my work in better way.So if I take a chance for doing some work in sales companies then I am sure that this experience will help me. So it was motivational things for me that is area sales manager are also working for accomplish the goal in summer season and I learned consumer behavior that means what they want and how to read consumer perception .D concept. and how the company is handling direct root operation and I have learned convincing power which was seen over there during my summer internship. 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.
To study the pre-sale concept of the coke. RED helps to maintain the outlets in a well designed way to attract the consumers.. To advertise the various products of the company. The psychological condition varies from place to place because in many places outlet owner was not supportive The training was carried on in the peak season so market developer was not so supportive. The study helps to find out the problem of the counter and to find out the requirement for more sales. 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. Coke. To collect data from retailers for the activation of new channels of distribution. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company. SUMMARY 26 . This study ensures the availability of the product in the market.OBJECTIVES OF STUDY The main objective of this RED project is to increase the sales of the company. To ensure the availability and visibility of the product. LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. To analyze the effect of scheme SCOPE OF THE STUDY By this study company can know its growth. Fanta. Limca. Sprite. This study helps the company to know their actual position in the market. Maaza at the retail outlets in the area. To find out the present sales status of ThumsUp.
syrups and not ready. fountain retailers and fountain wholesalers. on May 8.com Coca-Cola. It sells beverage concentrates and syrups to bottling and canning operators. 1886. it also 27 . The Company‟s beverage products comprises of bottled and canned soft drinks as well as concentrates.Chapter 2: COMPANY PROFILE INTRODUCTION OF COCA-COLA Founder : John Syth Pemberton Type :Soft Drink (Cola) Manufacturer : The Coca-Cola Company Country of Origin : United States Introduced : 1886 Area served :Over 206 countries Color : Caramel E-150d Employees:139. the product that has given the world its best-known taste was born in Atlanta. marketer and distributor of non-alcoholic beverage concentrates and syrups. distributors.to-drink powder products.6 Billion Website :w w w.coca-cola. Georgia. Coca-Cola Company is the world‟s leading manufacturer. In addition to this. used to produce nearly 400 beverage brands.600 Servings per Day:1.
Coca-Cola. Coca-Cola products are served more than 705 million times every day. " 28 . thus increasing brand equity on a global basis. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Company‟s assets and resources whilst limiting business risks. Georgia." Dr. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment. John Syth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta. the Coca-Cola system has successfully applied a simple formula on a global scale: “Provide a moment of refreshment for a small amount of money. carbonated water was teamed with the new syrup. producing a drink that was proclaimed "Delicious and Refreshing. Now operating in more than 200 countries and producing nearly 400 brands. consumers could enjoy a glass of Coca-Cola at the soda fountain. to meet business goals and objectives.Pemberton concocted caramel-colored syrup in a three-legged brass kettle in his backyard. Frank M. tea and coffee. that system is dedicated to people working long and hard to sell the products manufactured by the Company. The Coca. That's a long way to come after such a modest beginning.Cola Company began building its global network in the 1920s. suggested the name and penned.produces and markets sports drinks. For more than 115 years. quenching the thirsts of consumers in more than 195 countries in every climate. The Company aims at increasing shareowner value over time. This unique worldwide system has made The Coca-Cola Company the world‟s premier soft-drink enterprise. has brought pleasure to thirsty consumers around the globe. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. Robinson. For five cents. in the unique flowing script that is famous worldwide today. from Montreal to Moscow. Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The name and the product mean so many things to hundreds of Millions of consumers around the globe.. May 1886 . HISTORY OF COCA-COLA The world has changed in many ways since pharmacist.” The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. Whether by design or accident. Pemberton's partner and bookkeeper. more than any other consumer product. More than anything..a billion times a day. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through a worldwide system of superior brands and services. From Boston to Beijing.
6 Million Coke's sold per day. Within four years. Eventually.The two liter bottle was introduced. Dr.3 Million Coke's sold per day. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. shipped in bright red wooden kegs. 1961 . He said that costs and location did not matter. 1891– Atlanta entrepreneur Mr. 1943 On June 29.Sales of Coca-Cola averaged nine drinks per day. Patent office. 1893– In January "Coca-Cola" was registered in the U. Pemberton was forced to sell because he was in a state of poor health and was in debt. he supplied 5 billion bottles to the service. Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1917 . Mr. who would be president for six decades.Sprite was introduced. 1928 . 1925 .The Coca-Cola Company was sold a group of investors for $25 million.The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son. an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa. 1923 . 1978 . Pemberton sold 25 gallons of syrup. During the Woodruff era. 1 soft drink brand ever since. 1919 . 1950 .Sales of bottled Coca-Cola surpassed fountain sales for the first time. and during that same year the company also 29 . Candler had acquired complete ownership of the CocaCola business for $2. "COCA-COLA" is the world‟s most recognized trademark.The song "I'd like to Buy the World a Coke" was released. 64 plants were set up during WWII. Robert Woodruff. That first year.300. Red has been a distinctive color associated with the No. Woodruff's leadership took the business to unrivaled heights of commercial success.1886 .Advertising on the television began. 1971 . requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. Currently Coca-Cola is advertised on over five hundred TV channels around the world. making Coca-Cola an institution the world over.S.
This was greatly due to dropping market share and consumer protest. 2001.The Coca-Cola bottling system grew up with roots deeply planted in local communities.July 10. Coca-Cola has been a sponsor of the Olympics. As was true a century ago. They put 4 million dollars of research to come up with the new formula. Coca-Cola zero a zero calorie Coca-Cola with real Coca-Cola taste launched.4 percent. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets.Launched the new fridge pack in USA a thinner longer 12 pack design 2005. For more than 65 years.The Summer Olympics will be held in Atlanta. The market share fell from a high of 15 percent to a low of 1. 1985 . 21st Century. customers and communities are the foundation on which the entire business grows. 1993 .Diet Coke was introduced in July.Coca-Cola exceeds 10 Billion cases sold worldwide. the home of Coca-Cola. Launches the “every drop counts” campaign to make the consumers remind of the variety of products Coca-Cola offers. 2006.The Coca-Cola Company made what has been known as one of the biggest marketing blunder.Innovative aluminum contour bottles introduced commonly called M5 as the magnificent five bottles.Launches the PET bottle which uses 5% less plastic than the other PET bottles opens up new world of Coca-Cola in Atlanta Georgia on May 24th 30 . Georgia. 2007. strong locally based relationships between Coca-Cola bottlers. They stumbled into a new formula in efforts to produce diet Coke. 1985 . the old Coke was brought back in addition to the new one. eighty-seven days after the new Coke was introduced.introduced plastic bottles 1982 . 1996 .Coca-Cola turns 120..
The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process.COCACOLA IN INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. plus the Schweppes product range. and quality. the company launched the Kinley water brand and in 2001. 750 crore) between September 2002 and March 2003. After a 16-year absence. Shock energy drink and the powdered concentrate Sunfill hit the market. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.By 2003.Cola. From 1993 to 2003. Leading Indian brands joined the Company's international family of brands. Maaza. diet Coke. and distribution assets but also strong consumer preference. cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Encouraged by its 2002 performance.000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. This combination of local and global brands enabled CocaCola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume. Coca-Cola invested more than US$1 billion in India.000 retail outlets serviced by a fleet that includes 10-ton trucks. profitability.000 Indians through its procurement. open-bay three wheelers. and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. In 2000. Coke indirectly created employment for another 125. Limca. making it one of the country‟s top international investors. and distribution networks. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. The complexity of the consumer soft drink market demanded a distribution process to support 700. Coca-Cola returned to India in 1993. supply. Citra and Gold Spot provided not only physical manufacturing. Coke‟s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India). 31 . Coca-Cola India produced its beverages with 7. Sprite and Fanta. including Coca. bottling. In addition to its own employees.
BENCHMARK Coca cola ranks no. Coca cola enjoys approx 60% market share in Indian beverage industry. Business week magazine ranks Coca cola on 4th position in Indian FMCG industry. Coca cola is the market leader in the whole world in beverage industry. SOFT DRINKS INDUSTRY IN INDIA BEVERAGES ALCOHOLIC NONALCOHOLIC CARBONATED NONCARBONATED COLA LIMCA JUICE Since the early 1990‟s Coca-Cola Corporation and PepsiCo have been combating on what is known as the “Beverage Battlefield” in India. 32 . However during Coca-Cola and Pepsi‟s attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities.1 brand in the world by the business world survey followed by companies like Microsoft and IBM.
PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. Thums Up. Parle. To compete competitively in the market. During the absence of foreign investment in the soft drink industry in India a local company. and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. Because India is a country where people are known to live on very little a day. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. 33 . This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. became the market leader. Both companies could‟ve made the mistake of using American celebrities or already made American commercials to advertise their products in India. but instead made the right move by making advertisements to specifically target their foreign market. and celebrities to endorse their products. POLITICAL CHALLENGES While political and legal factors produced problems for Coca-Cola and Pepsi. Parle invested a great deal into their leading brand. the idea of getting people to spend what little they have on a soft drink could be quite a stretch. both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks. Coca-Cola‟s past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets.INTIAL DIFFICULTIES From a historical standpoint. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened. Pepsi reduced their prices as well. One such barrier was the affordability of products for Indians. athletes. Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980‟s. The companies also produced television and print advertisements that linked important Indian themes to their products by “building a connect using the relevant local idioms” Coca-Cola and Pepsi both utilized popular Indian sporting events. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers.
flexible business system and continuous improvement....through our brands and our actions.MISSION. They provide a clear direction for our Company and help ensure that we are all working toward the same goals. what we seek to achieve. To inspire moments of optimism..in mind.. COCA-COLA: VISION More than a billion times a day. Consumers as an opportunity to grow profit through the use of finished drinks. vision and values outline who we are..” Create consumer products services and communications customer‟s service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to-Consumers as a superior beverage experience. COCA-COLA: MISSION “To refresh the world.. consumer chooses our brand of refreshment Because coca cola is… “the symbol of quality Customers and consumers satisfaction A responsible citizen of the world” 34 . Bottlers as an opportunity to make reasonable to grow profits and value added Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork. and how we want to achieve it. VISION AND OBJECTIVE Our mission. Indian society in form of contribution to economic and social development.. To create value and make a difference. body and spirit.everywhere we engage..
PEOPLE: Being a great place to work where people are inspired to be the best they can be.VISION FOR SUSTAINABLE GROWTH PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities. PLANET: Being a responsible global citizen that makes a difference. PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples‟ Desires and needs. 35 . PARTNERS: Nurturing a winning network of partners and building mutual loyalty.
however. and one of our most important relationships is the one we share with our bottling partners. Coca Cola's Six Strategic Priorities 1. coffee and more. bottled water. every function of The Coca-Cola Company integrated these priorities into their business plans. Accelerate carbonated soft-drinks growth led by coca cola Coca Cola leads with their strengths. over the years they had achieved these objectives. Selectively broaden our family of beverage brands to drive profitable growth Enormous opportunity exists in categories such as juice and juice drinks. And this year. Serve customers with creativity and consistency to generate growth across all 36 . teas. So the companies have come up with six strategic objectives to provide the company with a framework for the company's success. 3. In 2003. In 2003. Carbonated soft drinks remain their most profitable business and Coca Cola is the most popular brand in the world. maximize their profits and to expand their business. energy drinks. This strategy paves the way for growth. 4. 2. those relationships became more profitable and productive. Grow system profitability and capability together with our bottling partners Coca Cola is a company of relationships.OBJECTIVES Coca Cola's Objectives of the Company Mainly all companies' objectives are to survive. they will continue to establish these priorities. from when Coca Cola had started. and their benefits into every aspect of the business.
Design and implement the most effective and efficient business system. Drive efficiency and cost-effectiveness everywhere By leveraging technology. we direct our investments in a way that makes the most business sense. leveraging our scale and the increased presence of our brands. we see tremendous growth opportunities for our franchise system and for the entire nonalcoholic ready-to-drink beverage industry. profitable and sustainable longterm growth. 5. 6.channels We will continually strive to increase growth for the customers' businesses. In this way. Attract. Think and act like an integrated global enterprise while intensifying our local focus. helping create a context for the company's growth. inspired by our 2020 Vision in a growing world of refreshment. 37 . We remain confident in our ability to deliver against our strategies while laying the foundation for consistent." o o o o o o o Maximise Company and bottler long-term cash flow. we are able to operate with more efficiency. We are working closely with our bottling partners around the globe. FUTURE PLAN-A LOOK FROM PRESENT As we look ahead to the year 2020. Become a critical part of our customer‟s growth strategies. Aggressively increase the value of our portfolio. engage and retain the best talent Develop and deploy the world‟s most innovative and effective marketing. Direct investments to highest-potential areas across markets Coca Cola tailor their business approach to the individual marketplace based on its stage of development. Create competitive advantage by fulfilling our Live Positively commitments. creating alignment across business units and achieving economies of scale.
PRODUCT INFORMATION DIFFERENT BRANDS OF COMPANY The Coca-Cola Company offers a wide range of products to the customers including beverages. strengthening bond with hard smart and hard working employees.e. either complete new products or new ways to bottle or pack the existing drinks. all outlets to be under RED standards. The short term goals. Other areas of improvement include. as always. The Company is always looking to innovate and come up with. fruit juices and bottled mineral water.BBL’s future plan is just to track ways to strengthen their position in the market more firmly and not only to strengthen old relations with a decade long known retailers but also with the evolving novice in the market. effective planning of distribution system and acquiring a good work force i.e. include the effective removal of breaking flaws between Coca-Cola and retailers. The Coca-Cola Company has a wide range of products out of which the following products are marketed by BBL: In the Cola Section: 38 . The main vision of BBL is to induce such a perfection in their market execution such that it converts its all outlets to RED accounts i.
In the Lemon Section In the Orange & Apple section: In the mango section: In the juice section : 39 .
Open happiness Sprite .Go bite Maaza .Taste the thunder Cocacola . 40 . Thumsup is the highest selling beverage brand of India. In the Soda Water and Bottled Mineral Water section BRANDS TAGLINE Thumsup .Seedhi baat no bakwaas .clear hai Limca . Mostly like by the youngsters specially boys.Bina guthli wala aam BRAND AMBASSDORS Thumsup -Akshay Kumar Cocacola -Aamir Khan Sprite -Shahrukh Khan Fanta -Genelia D‟souza Limca -Riya Sen ABOUT BRANDS THUMS UP It is the leading brand of the company. It has cola flavor.Fresh ho jao Fanta . The competitor of the brand on same category is Pepsi.
1000ml PET 500ml. 100ml CAN 330 ml FOUNTAIN VARIOUS SIZES SPRITE This brand is the one of the fastest growing brand in the country. 1500ml. 1. 500ml.5L. 300ml.5L. This is very unique in this category . 300ml. 1250ml. 2. Jan 09 report of “The times of India” claims sprite to be the second brand in sales after Thumsup Competitor : 7up & Mountain dew RGB 200ml. 2000ml.It has white in color.25L. 500ml. This brand is specially liked by teenagers & youngsters. 1000ml PET 500ml. Competitor : Nimbooz 41 . The competitor on the cola category is Pepsi. Sprite is liked by all age groups & people. 2L. 2L. 1. 2. 500ml.25L. 100ml CAN 330 ml FOUNTAIN VARIOUS SIZES COCACOLA This is the world‟s most famous & old brand.GLASS 200ml. 600ml. GLASS 200ml. 500ml. 300ml PET 500ml. 2250ml CAN 330 ml FOUNTAIN VARIOUS SIZES LIMCA Limca is cloudy lemon in flavor.
e. This is a family drink.25 litres. Competitor: Slice. Competitor: Mirinda.2L POCKET MAAZA 200ml MINUTE MAID Pulpy Orange This is orange juice . This contains no sugar & added flavour. 2. 500ml. 1. 42 . Parle’s Appy fizz GLASS 200ml. 500ml. 1000ml PET 500ml. frooti RGB 200ml. 100ml CAN 330 ml FOUNTAIN VARIOUS SIZES MAAZA This has mango flavor. 1. Competitor : Tropicana Available in 3 PET pack sizes i. 250ml PET 250ml. 2L. 500ml. 300ml.This contains no sugar & added flavor . 600ml.This is a family drink.25L.5L. 1 litre. 100ml CAN 330 ml FOUNTAIN VARIOUS SIZES FANTA Fanta has two flavors apple & orange.5L.25L. 1. 1. MINUTE MAID Nimbu Fresh This is nimbu juice. 2L.GLASS 200ml. This is very popular drink among females. 400ml. Maaza is popular among children and women. 2. 300ml PET 500ml.
1. Mochaccino. KINLEY This comes in two variety-mineral water & soda. HOT BEVERAGES Espresso. Bisleri Available in PET 500ml and 1000ml. The Georgia gold range of Tea and coffee beverages is the perfect solution for office and restaurant needs. 24 24 24 09 24 12 06 Ice Teas. GEORGIA GOLD COFFEE:Georgia coffee was introduced in India in 2004. Cold Coffee. Today Georgia coffee is available at Quick-Service Restaurants. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people. Hot Chocolate. Airports. 400ml.2Litres 1Litres No. Caffe Latte. Cinemas and in Corporates across all major metros in India.Available in 3 PET pack sizes i.25 litres. 43 . Cardamon Tea.e. Americano. COLD BEVERAGES NUMBER OF BOTTLES IN A CASE Description 300ML 200ML 250ML 2Litres 600ML 1. Cappuccino. Competitor : Aquafina. 1 litre.
" Seen as sold" They do agreements with a shop keepers and stores to exclusive sale in those stores. And that‟s why Coca-Cola seen more in the market. by this these retailers and middle man push their product in the market.STRATEGIC MANAGEMENT BY COCA-COLA 1.In order to serve your target market you introduce different things to your product so that your product can be differentiated from other products. POSITIONING STRATEGY. To give a true and positive picture of the product is the best positioning. • TV commercial : As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. DIFFERENTIATION STRATEGY. PROMOTION STRATEGIES Price Strategy Trade Promotion.Coke differentiate its product from its competitors on the basis of brand. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Logo is what establishes a brand name in the consumer mind. quality and taste. • Print media : They often use print media for advertisement. Coca-Cola has kept on changing its logo from time to time 3. These stores are called as KEY accounts in their local language. signature and image. It is the brands identification.Coca-Cola Company use different mediums for advertisement.Coca-Cola Company gives incentives to middle men or retailers in a way that they offer them free samples and free empty bottles. Advertisement Strategies. So Coca-Cola Company does regular TV commercials on different channels • Billboards and holding.Logo is used for image differentiation. 44 . The company should promote its good points or comparative advantage which it has over its competitor. Image Differentiation.It means that you try to give image to your product in the mind of the customers. They have a separate department for print media. 2. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. Basis of Differentiation There are many bases on which a product can be differentiated but Coke has differentiated its product on the following base: Product Differentiation.
The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it.P] Sales & Distribution Operation Distributors Outlets Outlets DISTRIBUTION NETWORK BBL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. A typical distribution chain at BBL would be: 45 .CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION BOTTLING Plant Lucknow [U.
Consumer The customers of the Company are divided into different categories and different routes. Like its parent. stated: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. where the Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education. and every salesman is assigned to one particular route. focused on higher education as a vehicle to build strong communities and enhance individual opportunity. higher sales and higher efficiency there by leading to higher profits to the firm. where Coke India partnered with NGOs and governments to provide medical access to poor people through regular health camps.Depot Warehouse --. Coca-Cola‟s footprint in India was significant as well. In addition to outreach efforts. and The Coca-Cola Foundation. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. the company committed itself to environmental responsibility through its own business operations in India including. 30-40 more were created in the supply chain. Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated. and other NGOs. and health. climate change and waste management initiatives.” The Company has made efforts towards good citizenship in the areas of community. and the environment. which is to be followed by him on a daily basis.Production --. CSR (COMPANY SOCIAL RESPONSBILITY) As one of the largest and most global companies in the world.Plant Warehouse --. Priorities included education. called the Coca-Cola Promise. The Company employed 7000 citizens and believed that for every direct job.Distribution Warehouse -Retail Stock --. where primary education projects had been set up to benefit children in slums and villages. Coke India‟s Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. UNAIDS. by addressing water. The company‟s mission statement. water conservation.Retail Shelf --. Their activities also included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS through partnership with governments. Environmental due diligence before acquiring land or starting projects Environmental impact assessment before commencing operations Ground water and environmental surveys before selecting sites Compliance with all regulatory environmental requirements Ban on purchasing CFC-containing refrigeration equipment Waste water treatment facilities with trained personnel at all company-owned bottling operations 46 . by improving the quality of life in the communities in which they operate. It also leads to low costs.
On February 25.8 billion net income. and the plastic used in bottles.5% market share. the purchase would add to Coca-Cola's 20. Though the non-CSD market is growing quickly. Coca-Cola earns approximately 75% of revenue from international sales. the British fruit smoothie maker. Coca-Cola Company announced its plan to buy Coca-Cola Enterprises (CCE) for $12. KO‟s profits are also vulnerable to the volatile costs for the raw materials used to make drinks . An increased consumer preference for healthier drinks has resulted in slowing growth rates for sales of carbonated soft drinks (abbreviated as CSD). the soft drink market has changed dramatically with consumers buying fewer soft drinks and more non-carbonated beverages.3 million. In March 2010. which constitutes 78% of KO‟s sales. Energy conservation programs 50% water savings in last seven years of operations FINANCIAL POSITION OF COMPANY In 2009. Furthermore. has allowed KO to maintain its share of this important market. Finally. In return.such as the corn syrup used as a sweetener. and estimates of Nidan's purchase price are between $560-$620 million. In April 2010. the aluminium used in cans. which are particularly adverse with a stronger U. Last year the company bought an 18% share of the company for 47 . The size and variety of KO‟s offerings in the CSD category. Since spinning of Coca-Cola Enterprises (CCE) 24 years ago. such as Powerade and Dasani water. The Russian juice market is estimated to be $3. KO has also responded to consumers‟ changing tastes with new. Dollar (USD). Despite these challenges. Under the new deal. passing Pepsi's 30% market share. giving the company control over 90% of the total North America volume. becoming a European-focused producer and distributor. exposing it to currency fluctuations.S. If successful. Coca-Cola Company entered into discussions to buy the Russian juice company. Coca-Cola has remained profitable. Strong international growth has also more than offset a weak domestic market. Coca-Cola Enterprises will take over Coke's bottling operations in Norway and Sweden. The company is 75% owned by a private equity firm in London and 25% by its Russian founders and controls 14.2 billion dollars. OAO Nidan Juices. the traditional CSD market is still large in terms of both revenues and volume and highly lucrative. non-CSD product launches and acquisitions such as that of Glaceau in 2007. slowing consumer spending in Coke's large North American market compounds the challenge of increasing costs and a weak economic environment. the company generated revenues of $31 billion with $6. coupled with the unparalleled brand equity of the Coca-Cola trademark. Coca-Cola Company purchased a majority share of Innocent.5% of the Russian juice market. Coca-Cola Company will take control of the bottler's North America operations.
Coca-Cola Company agreed to pay Dr Pepper Snapple Group (DPS) $715 million for the continued right to sell their products following the company's acquisition of Coca-Cola Enterprises (CCE).more than $45 million. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz 48 . But the iced tea that is Nestea which has been introduced into the market by Nestle provides a considerable amount of competition to the products of the Company. In June 2010. PepsiCo sells Tropicana orange juice brands. COMPETITOR ANALYSIS The competitors to the products of the company mainly lie in the non-alcoholic beverage industry consisting of juices and soft drinks. a market share of 95% out of which 60. The key competitors in the industry are as follows: : The PepsiCo challenge. Cola is not the company&apos. PepsiCo also sells Dole juices and Lipton ready-todrink tea. and Slice. and Aquafina water. and recent purchases of additional shares increased Coke's stake to 58%. The company&apos.s soft drinks include Pepsi. Mountain Dew. Baby foods and Chocolates.s only beverage. to keep up with archrival.8% is held by Coca-Cola and the rest belongs to Pepsi. carbonated soft-drink maker.s # 2. The deal covers the next 20 years with an option to renew for an additional 20 years. Gatorade sports drink. the CocaCola Company never ends for the World. : Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products. PepsiCo and Coca-Cola hold together.
49 . These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.Godrej and Bisleri: On local levels these three pose a great threat to our products. Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. Innovation.drinks. . Research shows that its trademark is recognized by over 94% of the world‟s population. and Globalization. Apart from food products. Parle‟s Frooti. Godrej‟s Jumpin. and not any other franchise of our competitors. however. The competitors to BBL are those who are competitors to Coca-Cola. Rival Pepsi&apos. is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company.s biggest bottler in Punjab is the Chandigarh-based Dhillon Kool Drinks and Beverages Ltd. There are many factors contributing to Coca-Cola‟s success. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. we believe that their key success factors are Marketing. OUR COMPETITIVE STRATEGIES The Coca-Cola Company is one of the largest. Coca-Cola is a dominating force in the beverage industry and sets a very high standard of competition. and Bisleri‟s Water and Taaza maaza are hampering the sales of Coca-Cola‟s products on the margins. most successful and most widely recognized corporations in existence. : Dabur in India.
turned in three straight years of falling profits.Coca-Cola has been able to survive and grow in an ever-changing market because of its ability to systematically innovate and deliver new products. 50 . It was around 1900 when CocaCola began presenting their signature drink as a delicious and refreshing formula. In the late 90s the company.Coca-Cola is seen as one of the founding fathers of the modern day marketing model.Today‟s big business takes place on a global scale. Marketing.” Innovation. and these constant changes have been making it more feasible and profitable for businesses to expand their operations globally in order to serve all different types of diverse markets around the world. This image has been subconsciously installed in our brain by the advertising campaigns that show Coca-Cola associated with “good times. It was apparent that the market was changing and in order to keep up with these changes. Globalization.” The company began operating in a decentralized environment that was unfeasible in previous years. Coca-Cola had to move from a single core product to a total beverage company. They were among the pioneers of advertising techniques and styles used to capture an audience. They were also one of the first companies to offer a gimmick with their product. This slogan has been repeated for over the last 100 years selling Coke all over the world. Coca-Cola is taking advantage of the large revenue opportunities made possible by participating in a global market and now offers products in 200 countries around the world.Cola offers nearly 400 different products in and is still dominating the beverage industry. this being a mini yo-yo. This was a major change because their past success was base on having one successful core product. Coca-Cola began to employ a strategy referred to as “play to win innovation. and Coca-Cola is no exception. This is made possible by the company‟s ability to innovate and adapt to changing markets. Through its intense marketing campaigns. Technology is continually changing business. This global view is reflected in Coke‟s recent “I‟d like to teach the world to sing” commercial. Now Coca. typically showing earnings growth of 15-20% per year. Coke has developed an image that is reflected in what we think of when we buy Coke and what we associate with drinking Coke.
The study was aimed to perform Market Analysis of Coca-Cola Company & find out different factors effecting the growth of Coca-Cola.Cola Company. It also tries to discover the preferences of the customers when posed with a choice between Coca-Cola and Pepsi. To perform PESTLE and SWOT analysis of Coca-cola globally as well as locally. 51 . Casual Research.Chapter 3: RESEARCH METHODOLOGY OBJECTIVES OF THE STUDY The main objective of the project is to analyze and study in efficient way the current position of Coca. SCOPE OF THE STUDY This study basically tries to discover the current position of Coca-cola in the market. 2. It is primarily directed to the general public but was done only in Lucknow. Exploratory Research. Another objective of the study was to perform Competitive analysis between CocaCola and its competitors. Descriptive Research. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedure. To understand the reasons behind the purchase of Coca-Cola products. This would help us identify areas of potential growth. 3. RESEARCH DESIGN A research design is the specification of methods and procedures for acquiring the needed information. There are three types of objectives in a marketing research project:1.
1. Through this study we are trying to analyze the various factors that may be responsible for the preference of Coca-Cola products. METHOD OF DATA COLLECTION The data has been collected from both primary as well as secondary sources. PRIMARY DATA:-The primary data has been collected simultaneously along with secondary data for meeting the established objectives to provide the solution for the problem identified in this study. The methods that have been used to collect the primary data are: Questionnaire Personal Interview SECONDARY DATA:-It is defined as the data collected earlier for a purpose other than one currently being pursued. such as the market potential for a product or the demographics and attitudes of consumers who buy the product. Secondary data in this study has provided an insight and forms an outline for the core objectives established.The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypothesis. Based on the above definitions it can be established that this study is a Descriptive Research as the attitudes of the customers who buy the products have been stated. Descriptive Research (Based on Explanation):-The objective of descriptive research is to describe things. As a researcher I have scanned lot of sources to get an access to secondary data which have formed a reference base to compare the research findings. The various sources of secondary data used for this study are: News papers 52 . 2. 3. Casual Research (Based on Contingency Approach):-The objective of casual research is to test hypothesis about casual and effect relationships. Exploratory Research (Based on Information):.
Hence sampling becomes inevitable. SAMPLING TOOL:-Questionnaire was used as a main tool for the collection of data. Questions were read out to the respondents and the answers were noted. Sampling Tools Questionnaire Personal Interview Respondent Customer Customer Total Number 150 27 177 FIELD WORK:-The study was conducted in Lucknow. how many to survey (Sample Size) and how to select them (sampling Procedure). Especially it addresses three questions: Whom to survey (sample Unit). SAMPLE SIZE: Through questionnaire – 150 respondents. Magazines Text book Marketing reports of the company Internet SAMPLING DESIGN An integral component of a research design is the sampling plan. A sample is only his portion of population. Properly done. Moreover respondents feel free to disclose all necessary detail while filling up a questionnaire. sampling produces representative data of the entire population. mainly because it gives the chance for timely feedback from respondents. Respondents seeking any clarification can easily be sorted out through tool. TOOLS OF ANALYSIS 53 . The questionnaires were given to the respondents to fill in order to get their feedback. Making the census study of the entire universe will be impossible on the account of limitations of time and money. Through personal interview – 27 respondents.
000 retail 54 .The primary tool for the data collection used in this study is the respondent‟s response to the questionnaire given to them. Tax & Regulatory Sector. Slowdown in Rural Demand. 700. It has a distribution network consisting of a number of efficient salesmen. The various research measuring tools used are: Questionnaire Personal interview Tables Percentages Pie-charts Bar-charts Column charts SWOT ANALYSIS OF COCA-COLA STRENGTHES Distribution Network. Small Scale Sector Reservations. OPPORTUNITIES Large Domestic Markets. STRENGTHES DISTRIBUTION NETWORK:-The Company has a strong and reliable distribution network. Export Potential. The network is formed on the basis of the time of consumption and the amount of sale yielded by a particular customer in one transaction. Strong Brand Image. SWOT ANALYSIS WEAKNESSES Health Care Issues. THREATS Imports. Low Cost of Operation. High Income among People.
malathion and chlorpyrifos . Strong brand names like Coca-Cola.outlets and 8000 distributors.pesticides that can contribute to cancer and a breakdown of the immune system. WEAKNESSES HEALTH CARE ISSUES:-In India. excise duty reduction and creating marketing companies. Coca Cola recently announced its new corporate strategy called the “5 Pillar" strategy. The company has identified the 5 pillars as a) People b) Planet c) Portfolio d) Partners e) Performance LOW COST OF OPERATIONS:-In light of the company‟s Affordability Strategy. STRONG BRAND IMAGE:-Coke has its history of about more than a century and this prolonged sustenance has definitely added to the brand image in the minds of the consumers and to its wallet. DDT. The distribution fleet includes different modes of distribution. said aerated waters produced by soft drinks manufacturers in India. 55 . Fanta. Coca-Cola went about bringing a cost-focus culture in the company. This included procurement Efficiencies – through focus on key input materials. The new campaign is a part of a complete restructuring exercise in the Indian arm of this global change. contained toxins including lindane. including multinational giants PepsiCo and Coca-Cola. from 10 tonne to open bay three wheelers that can navigate the narrow alleyways of Indian cities – constantly keep Coca-Cola brands available in every nook and corner of the Country‟s remotest areas. Coca Cola India for the first time has come out with corporate campaign in India targeting its stakeholders.governmental organization in New Delhi. The multimedia campaign “Little Drops of Joy " is aimed at raising the corporate brand image of the company which took a heavy beating with a number of controversies it faced in different domains. These measures have reduced the costs of operations and increased profit margins. Thums up. The products produced and marketed by Coca-Cola India have a strong brand image. In 2003. a non. Limca and Maaza add up to the brand name of Coca-Cola Company as a whole. the Centre for Science and Environment (CSE). trade discipline and control and proactive tax management through tax incentives. there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola.
the production capacity is mentioned on the license and every time the production capacity needs to be increased. Unlike olden times. the export levels have gone high. the license 56 . it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company. chiefly led by Limca. Other products account for 16 per cent market share. like Maaza etc and export them to foreign nations.500 new villages. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India so that there will be a considerable amount of exports and it is yet another opportunity to broaden future prospects and cater to the global markets rather than just domestic market. When a license is issued. People understand trade to a large extent and the demand for foreign goods has increased over the years. In Bangalore. If consumers shift onto imported beverages rather than have beverages manufactured within the country. as part of its plans to cover one lakh outlets for the coming summer season and this also covered 3.000 new outlets in the first two months of this year. this includes a 42 per cent share of the cola market. EXPORT POTENTIAL:-The Company can come up with new products which are not manufactured abroad. TAX & REGULATORY SECTOR:-The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. people now have the power of buying goods of their choice without having to worry much about the flow of their income. the per capita income has increased over the years and a majority of the people are educated. Coca-Cola amounts for 74% of the beverage market. The company appointed 50. 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. Coca-Cola Company can take advantage of such a situation and enhance their sales. THREATS IMPORTS:-As India is developing at a fast pace. Coca-Cola India claims a 58 per cent share of the soft drinks market. the Company finds it very difficult to invest in technological advancements and achieve economies of scale. SMALL SCALE SECTOR RESERVATIONS:-The Company‟s operations are carried out on a small scale and due to Government restrictions and „red-tapism‟. OPPORTUNITIES LARGE DOMESTIC MARKETS:-The domestic market for the products of the Company is very high as compared to any other soft drink manufacturer.
PESTEL ANALYSIS OF COCA-COLA PESTLE stands for Political. Political Analysis: Political factors are how far a government intervenes in the operations of the company. which is the leading manufacturer and distributor of non-alcoholic drinks also need to undergo this PESTLE analysis to know about the external environment (especially their competitors and the opportunities available) in order to keep pace with the fast growing economy. Coca- Cola beverage. SLOWDOWN IN RURAL DEMAND:-The rural market may be alluring but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income. Social. It is a tool that helps the organizations for making strategies and to know the EXTERNAL environment in which the organization is working and is going to work in the future. trade 57 . power problems. Environmental and Legal. poor roads. seasonal consumption linked to harvests and festivals and special occasions. All these problems might lead to a slowdown in the demand for the company‟s products. and inaccessibility to conventional advertising media. large number of daily wage earners. The political factors may include tax policy.poses a problem. this can limit the growth of the Company and pose problems. Technological. acute dependence on the vagaries of the monsoon. Therefore. Economic. Renewing or updating a license every now and then is difficult.
The accounting standards used by the company changes from time to time which have a significant role in the reported results. Coca-Cola beverages being a non-alcoholic industry falls under the FDA (Food and Drug Administration). in the past identified this correctly and rightly started its 58 . Moreover. Coca-Cola. It creates an inability for the company to penetrate in the markets of such countries. it is an agency in the United States Department of Health and Human Services. exchange rates. interest rates. environmental policy. laws imposed on the recruiting labours.restrictions. It includes the economic growth of the country. the company is also subjected to import and excise duties for distribution of the products in the countries where it does not have the outsourcing units. wage rates and unemployment in the country. the purchasing power among people increases. In addition to this. Economic Factors: The economic factors analyze the potential areas where the firm can grow and expand. In Coca-Cola the company takes all the necessary steps to analyze thoroughly before introducing any ingredients in its products and get prior approval from the FDA. Apart from FDA the other political factors includes tax policies and accounting standards. It gives the company or the marketer a good chance to market the product. Globally. inflation rates. The company also has to take into consideration of the regulation imposed by FDA on plastic bottled products. amount of permitted goods by the government and the service provided by the government. Also the situations like the unsure conditions prevailing in Iraq and escalation of the terrorist activities in these areas could affect the international market of our product. The company first analyzes the economic condition of the country before venturing into that country. The company also is subjected to income tax policies according to the jurisdiction of various countries. When there is an economic growth in the country. Its headquarters is in USA and it has started opening offices in foreign countries as well. if there is any unrest or changes in the government and any kind of protest by the political activists may decline the demand for the products. The job of the FDA is to check and certify whether the ingredients used in the manufacturing of Coca-Cola products in the particular country is meeting to the standards or not.
distribution across various countries. This comes as additional cost for the company which cannot be reflected in the price of the final product as the competition and risk in this segment is higher. Coca-Cola uses derivative financial instruments to cope up with the fluctuating interest rates. Each and every country has a unique culture and attitude among the people. It introduces minimum number of products according to the culture of the country and the attitude of the people. Along with this the company uses 63 various types of currencies other than US Dollar. Inflation and wage rate go hand in hand. Hence there is a definite impact in the revenues due to the fluctuating foreign currency exchange rates. The company cannot change the social factors but the company has to adjust itself to the changing society. when entering into a country it does not introduce all the products. is directly related to the customer. it may deter the company in further investment as the cost for borrowing is higher. When there is an increase in the interest rates. 59 . The net operating profits for the company outside US stands at around 72%. Interest rates are the rate which is imposed on the company for the money they have borrowed from government. mainly obesity which is the second social factor in the soft drinks industry. A strong and weak currency tends to affect the exporting of the products globally. emphasis on safety. From the above explanation it is clearly seen that the economic factors involves a major impact in the behaviour of the company during various economic situations. Social Factors: Social factors are mainly the culture aspects and attitude. health consciousness among people. Coca-Cola which is a B2C company. Consumers and government are becoming increasingly aware of the public health consequences. so social changes are the most important factors to consider. population growth with age distribution. The company adapts various management strategies to adapt to these social trends. when there is an increase in the inflation the employee demand for a higher wage rate to cope up with the cost of living. Coca-Cola has about 3300+ products in their stable. This is a threat in the external environment faced by the company. It is very important to know about the culture before marketing in a particular country.
In products it led to the development of new products like Cherry Coke. The company rely on their bottling partners for a significant portion of their business. The problem of obesity is taken seriously among the youngsters who like to maintain a good physique. The technical advancement in the bottling industries include. Adults used to celebrate mostly with alcohol. marketing and advertising then the bottling industry while increase their short term profits. introduction of recyclable and non refillable bottles. Hence coke introduced dietary products for those youngsters who can enjoy coke with zero calories. Since many are aware. The manufacturing and distribution of the products is relatively a Low-Tech business. 60 . they are concerned with the longevity of their lives. stylish and popular among the youngsters. If the company do not give ample support in pricing. Technological Factors: Technology plays a varied role in the soft drinks industry. Population growth rate and the age distribution is another social factor to be considered. Hence it is necessary for the company to maintain a cordial relation with their bottling partners. It is very important because non-alcoholic markets have most of its share from the children and youngsters. This will affect the demand of the company in the existing product and also is an opportunity to venture into new health and energy drinks industry. introduction of cans which are trendy. In one of the study it is said that “Consumer from the age groups 37 to 55 are also increasingly concerned with nutrition”. Diet Coke etc. Nearly 83% of the worldwide unit case volume is manufactured and distributed by their bottling partners in whom the company does not have controlling power. although the creation of a new product with the perfect blend and taste is a science (an art in itself). it introduced general vending machines all over the world.It inspired the company to venture into the areas of Diet coke and zero calorie soft drinks. Technological contributions are most important in packaging. may become detrimental to the company. The advancement in technology in the company has led to: Introduction of new ways for the availability of Coca-Cola. The age distribution of the country becomes important for the success of the product in a country.
environment protection. employment law and health and safety law. Drug and Cosmetic Act. the laws include competition. Occupation Safety and Health Act. advertising and labelling. These requirements if become applicable in the future the company must be ready to accept and have necessary changes in hand for the same. antitrust law. Legal Factors: The legal factors include discrimination law. packaging and distributing in various countries. customer law. 61 . In Coca-Cola the business is subjected to various laws and regulation in the numerous countries in which they do the business. various environment related acts and regulations. sale and advertising of all the products are subjected to various laws and regulations. It must adhere to the norms and market the product accordingly. the Federal Trade Commission Act. Usage of renewable plastic in the PET bottles is followed by the company strictly. which affects the company profitability and also the production and distribution of the products. the production. In the US the products of the company is subjected to various acts like Federal Food. Various jurisdictions may adopt significant regulations in the additional product labelling and warning of certain chemical content or perceived health consequences. distribution. Changes in these laws could result in increased costs and capital expenditures. container deposits. product safety. Also the company must follow the environmental issues related to the product manufacturing. labour practices.Environment Factors: These factors include the environment such as the weather conditions and the seasons in which people prefer to buy cool beverages.
KINLEY CASHCOWS LIMCA. COCA COLA QUESTIONMARKS FANTA.BCG (BOSTONCONSULTINGGROUP) APPROACH STAR THUMS UP. DIET COKE. KINL EY SODA LIMITATIONS OF THE STUDY 62 . SPRITE DOGS MMPO. MMNF. MAZZA.
The main purpose of this study is get idea about the preference of the customers towards various Coca-Cola products. But there are certain factors which affects this study they are as follow: Since the sampling procedure was judgmental, the sample selected may not be true representative of the population. Economic and market conditions are very unpredictable (Present and future). The project duration is limited to 7 weeks so it limits the area of study. The study was confined to Lucknow due to which the result cannot be applied universally.
Chapter 4: DATA ANALYSIS
DATA ANALYSIS & INTERPRETATION
The observation through Questionnaire’s
Convenience 2 5 Grocery E&D-1
There are 93% of Convenience outlets, 5% of E&D-1 and 2% of Grocery stores are there in Alambagh and Alliganj outlet. So here we concluded that convenience outlets are Coca–Cola retailers.
VOLUME PER UNIT(VPO):
The PIE Chart shows that there are 48% retailers who have 4c/s Visi Cooler and 9%,19%,24% retailers have 30 or 20 C/s, 9 or 15 C/s and 7C/s Visi coolers respectively.
FAMILIARITY: 84% of the retailers are familiar with the RED concept and remaining 16%
are not familiar.
INCENTIVES: The distributer is providing 86% schemes,7% prizes,5% scratch coupons, 2%
cash discount to their exclusive outlets
IMPROVEMENT IN CONDITION OF VISI COOLER AFTER IMPLEMENTATION OF RED: There is 72% improvement in cooler standard of
RED outlets and 20% don‟t take any action for improvement
INCREMENT IN PRODUCT AVAILABILTY:
There is 82% increment in availability of the products after implementation of RED INI
INCREMENT IN PRODUCT ACTIVATION: You can see through pie chart that there is
78% increment in activation of brands
INCREMENT IN PRODUCT DELIVERY: There is 80% increment in delivery of product
due to well designed channel
PERFORMANCE OF M.D: After implementation of RED the company is very particular
about recruiting right people at the right job, they want those people in Coca Cola marketing who have strong convincing power and so the results are shown in the pie chart out of 100% ,70 % found to be perfect for the profile.
FREQUENCY OF DELIVERY MEN VISIT: 70% of the delivery men now visit on a daily basis,18% weekly and11% on a monthly basis. FREQUENCY OF VISIT OF DGM: You can see through graph that 79% of red otlets on
a weekly basis
CONTINUATION: 93% of the retailers want to carry out with RED concept and remaining
This study have been taken from Magazines
Respondents based on age group 180 160 140 Number of respondents 120 100 80 60 40 20 0 Number of respondents Below 20 10 20-30 159 30-40 6 40-50 1 above 50 1 AGE GROUP: From this we can comprehend that 90% of total respondents belong to the age group of 20-30. About 6% belong to age group below 20 and 3% belong to age group of 30-40. 66 . This is because most of the consumers that prefer or consume Coca-Cola products belong to this age group.
Respondents based on gender 37% 63% Male Female GENDER: Form this we come to know that the gender ratio of the total respondents is almost 2:1 (male: female). 67 .
Frequency of soft drink consumption 50 40 30 20 10 0 Once a week Twice a week Thrice a week Everyday Rarely Series1 SOFT DRINK CONSUMPTION: From this we interpret that about 48% of the total respondents consume soft drinks rarely or once a week. About 35% respondents consume soft drinks twice or thrice a week and only 18% consumes soft drinks every day. 68 .
About 12% spends from 100-150 a week & 7% spend above 150. 50-100 a week on Coca-Cola products. which is very low as compared to the global scenario.Weekly expenditure of coca-cola products (INR) 3% 4% 12% 50-100 100-150 150-200 81% Above 200 EXPENDITURE: From this we interpret that about 81% of the respondents spend only Rs. This creates a potential growth market for Coca-Cola India. 69 .
19% prefer to purchase from Supermarkets and Vendor machines. 70 .Purchasing Portal Preference 120 100 80 60 40 20 0 Supermarkets Retails Vendor Machines Pubs & Restaurant Multiplexes S e r i e s 1 Series1 Supermarkets 26 Retails 103 Vendor Machines Pubs & Restaurant 8 20 Multiplexes 20 PURCHASING PORTAL PREFERENCE: From the above data. Restaurants and Multiplexes. 58%. we can find retail shops in every corner. 23% prefer to purchase from Pubs. we have ascertained that preferred portal for purchase of Coca-Cola products is the retail shops i. This is probably because not all communities in India have supermarkets and other purchasing channels present nearby.e. whereas.
Although some of the advertising campaigns target special occasion or festivals. From this it is concluded that 59% respondents purchase Coca-Cola without any specific reason. 15% purchase while watching movies in the cinemas and only about 4% purchase during festivals and for picnic purposes. 71 .Occasions/Reasons for consumption Just like that Parties Cinemas Picnics Festivals 0 Festivals 3 20 Picnics 4 40 60 Cinemas 26 Number of respondents 80 Parties 40 100 120 Just like that 104 Series1 REASON FOR CONSUMPTION: From this graph. we infer that there is no specific occasion why people purchase CocaCola products. About 23% purchase for the purpose of parties.
23% prefer Pepsi Products and only 75 prefer other drinks.Soft drink preference 80 Number of responses 70 60 50 40 30 20 10 0 Coca-Cola Pepsi Other products of Coca-Cola Other products of Pepsi Other drinks S e r i e s 1 Coca-Cola Series1 72 Pepsi 34 Other products of Other products of Coca-Cola Pepsi 52 7 Other drinks 12 SOFT DRINK PREFERENCE: From the above graph we interpret that about 70% of the respondents. 72 . This clearly states why Coca-Cola is market leader with almost 60% of market share. prefer consuming Coca-Cola product over Pepsi and other drinks.
73 . OF RESPONDENTS 80 100 120 OPINION ABOUT COCA-COLA PRODUCTS: From thsi we infer that though the respondents are more than satisfied by the Coca-Cola product range they would still like the company to introduce new drinks.Opnion About Coca-Cola Products Bad Below Satisfactory Satisfactory Good Excellent 0 20 40 60 NO.
20% alcoholic drinks and only 14% want another fizzy drink. Majority of the people wanting to see a fruit drink is mainly because people are more health conscious now and want to manage their calorie intake. 74 . 26% want energy drinks.Products expected by consumers from Coca-Cola Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks 20% 14% 26% 40% PRODUCTS EXPECTED BY CONSUMERS: From this we conclude that about 40% would like to see a new fruit drink being added to the product basket.
Quantity preference 90 80 70 60 50 40 30 20 10 0 200-250 ml Glass bottle 300 ml Can 500 ml Pet bottle 1 litre 2 litre Number of responses S e r i e s 1 200-250 ml Glass bottle Series1 47 300 ml Can 33 500 ml Pet bottle 83 1 litre 5 2 litre 9 QUANTITY PREFERENCE: From this we infer that about 47% of respondents prefer to purchase PET bottle of CocaCola Products. 75 . 19% prefer Can of 300ml and only 8% prefer 1 & 2 litre bottles of Coca-Cola. About 27% prefer to purchase glass bottles.
Branding Pepsi products Coca-Cola products 0 20 Coca-Cola products 109 40 60 80 100 120 Series1 Pepsi products 68 NO. About 62% respondents said that they find Coca-cola products better than Pepsi and only 38% supported Pepsi products. 76 . OF RESPONDENTS BRANDING: From this it is concluded that respondents find Coca-Cola products better than that of Pepsi products.
Pricing 120 100 80 Series1 60 40 20 0 Coca-Cola products Pepsi products PRICING: From this we infer that about 62% of the respondent considers the pricing of Coca-Cola much more reliable than that of Pepsi. About 38% respondents think that Pepsi have better pricing than that of Coca-Cola. 77 .
Quality 150 100 50 0 Coca-Cola products Pepsi products Series1 QUALITY: From this it‟s clear that Coca-Cola products have better quality than that of Pepsi. 27% respondents consider Pepsi products have better quality. About 73% respondents consider that Coca-Cola products have very good quality. 78 .
Taste Pepsi products Coca-Cola products 0 Series1 20 40 60 80 100 120 140 Coca-Cola products 130 NO. 79 . 27% respondents consider Pepsi products have better taste. OF RESPONDENTS Pepsi products 47 TASTE: From this it‟s clear that Coca-Cola products have better taste than that of Pepsi. About 73% respondents consider that Coca-Cola products have very good taste.
Availability Pepsi products Coca-Cola products 85 86 Coca-Cola products 90 87 88 89 Pepsi products 87 90 Series1 Number of respondents AVAILABILITY: From this it‟s clear that there is slight difference between the availability of products of Coca-Cola and Pepsi.49% consider that availability of Pepsi products is more in the market. About 51% respondents think that Coca-Cola products are much easily available in the market. 80 .
LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: and go into the depth of the problem and make analysis. strain on mind or they did not know the answer.Satisfaction Pepsi products Series1 Coca-Cola products 0 20 40 60 80 100 120 140 SATISFACTION: About 70% of respondents are satisfied with the Coca-Cola products while as 30% respondents are satisfied with the Pepsi products as shown in fig. 81 . owner was not supportive ing was carried on in the peak season so market developer was not so supportive.
gold. 54% market cover under the silver categories where as remaining 23%. 31% of outlets are having 7vc. and few outlets have 20vc. 1% are under diamond. in visi cooler only the product of Coca cola are placed and 31% of outlets don‟t keep visi cooler pure. 11% are under the E&D and remain under 6% are glossary shop. SUGGESTIONS.Chapter 4: FINDINGS. 69% of visited outlet. 41% of the total outlets having 9vc. but remaining 37%are not following the brand order. bronze respectively. 22%. visi cooler are pure i. 82 . 16% outlets have 11vc. CONCLUSIONS FINDINGS In our study it is revealed that 67% from the selected outlet follow the Brand Order COLOJ-K. 76% outlet from the sample of 250 outlets which have sufficient activation elements but remaining 24% outlets are not fully activated. 67% of visi cooler are at prime position where consumer can see our product and choose as per there need.e. 83% outlets are convenience store.
We can provide them beautiful display racks. Maintenance work of refrigerator. Display material should be provided to the retailers on more regular basis to increase the sales level. containing the trademark and brand name of the company. 83 . For this they can arrange awareness camps in different locations.e. otherwise the consumer may go for substitute. menu-cards etc. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. highest first. i. The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers. The suggestions are arranged in order of priority. so that they may aware with real situation of the market and consumers attitude towards the product. The Company employees should make direct contact with the consumers. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not.SUGGESTION The suggestions made in this section are based on the market study conducted as part of “Coca-Cola India”. At every petrol-pump we should install Fountain Machine. tablemats. Delivery position should be maintained to get good return from the market. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers. purity must be improved.
advertising companies etc. Company should make plans for better performance to the sales man. It determines the company‟s customer service. Sales reports provide data for evaluating performance. A good sales reporting system provides both for communication from the field to office and form office to the field. it has also crucial bearing on the other elements of physical distribution and marketing. price changes. Company should be implement the customers suggestions and complaints about products. Fulfill the Demand of product by company in the field‟s sales situation.RECOMMENDATION We can sum the recommendations in brief as follows: Aggressive Marketing Regular visit to distributors Sales promotion and advertising to be made more frequent for brand building Communications should be improved. Transportation confers time utility and place utility to the product. Sales persons work independently and away from the office. service policies. OBSERVATION 84 . Company should gather information of competitor‟s activities. Good communication requires interaction between those preparing and those receiving reports.
Pepsico product is main competitor in market. To see every outlet is this soft drink present in display rack. Activation Problem. To see as a Market developer (M. To see every outlet visi. 85 . To go every outlet and listen any problems in visi. To cheque visi-cooler with 100% purity.cooler will present in prime location. To see each and every outlet worked in better condition. PROBLEMS Lack of pure visicooler . Then you give advice to outlet. In most outlet kinley water and soda is least preferred brand.D. M.P. There is number of unsatisfied red outlet with admission . To see a soft drink in Brand Order. To visit every outlet in regular basis. To see as a Market developer (M. Availability standard in outlet is not according to terms and conditions of the company.D) every outlet full fill in terms and conditions with visi-Cooler.O is vanished from outlet.) if any outlet will not selling your product than you asked why you are not selling in my product. During lean season there is lack of special offer to promote selling. To collect order each and every outlet.cooler and soft drink to be noted in complaine diary.Purity level is worse condition because lean season.M.
The most popular flavor is Thumsup in the whole market. Cocacola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca cola‟s side and from the Pepsi„s side mountain Dew has the highest sales. Aquafina has more sales then Kinley in mineral water segment. Pepsi provides more schemes then Cocacola. Sprite has the fastest grownup brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Minute maid is not getting good response from the market.
LEARNING EXPERIENCE The first thing that I come to know is to work in the market i.e. the way of doing the things in the market. The second thing is that, to know about the RED execution. And also learn the impact of visicooler and activation on the sales. I also come to know the working of the Coca Cola Company i.e. how the company do their jobs successfully. I can also do some practical work at the outlets like to set the brand order in the visicooler, complete the activation element etc. I can also learn the working of MDs and sales person in the market. Also the relationships of the company with the outlet owners and customer are very good.
CONCLUSION According to most of the outlet owners the product which is seen is sold i.e. "Jo Dikhta Hai Woh Bikta Hai". Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer. Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays a major role in increasing sell of the soft drink Supply of product as well as stock keeping unit is not up to the mark. Coca-Cola is the leading soft drink brand in Lucknow region & most selling brand in the region is Thumps Up, Sprite and Maaza. Though there were certain limitations in the study that was conducted. The sample allowed for some conclusions to be drawn on the basis of analysis that was done on the data collected. The data has clearly indicated that Coca-Cola products are more popular than the products of Pepsi mainly because of its TASTE, BRAND NAME, INNOVATIVENESS and AVAILABILITY, thus it should focus on good taste so that it can capture the major part of the market. The study also indicated that the consumers are satisfied with the Coca-Cola products and purchase them without any specific occasions. In today‟s scenario, customer is the king because he has got various choices around him. If you are not capable of providing him the desired result he will definitely switch over to the other provider. Therefore to survive in this cutthroat competition, you need to be the best. Customer is no more loyal in today‟s scenario, so you need to be always on your toes.
BIBLIOGRAPHY BOOKS: Marketing Management – Philip Kotler. Research Methodology – Kothari. Marketing Research- Naresh Malhotra WEBSITES: www.thecoca-colacompany.com www.news.bbc.co.uk www.india-server.com www.magindia.com www.coca-colaindia.com www.wikiinvest.com www.open2.net OTHERS Annual report of Coca-Cola 2008. Annual report of Coca-Cola 2009.
: (A) GENERAL QUESTIONS 1).ANNEXURE QUESTIONNAIRE NAME OF OUTLET OWNER: AREA CONTACT NO. 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% ( ) 89 .Type of channel a) Grocery ( ) b) Eating & Drinking ( ) c) Convenience ( ) 2). Type of category a) Diamond ( ) b) Gold ( ) c) Silver ( ) 3).
What kind of incentives are you getting from distributors? 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 ( ) As it is. 20% Yes.c) 75% ( ) d) 100% ( ) 5). 8% No. 72% 7) Has the availability of product increased? a) Yes ( ) b) No ( ) c) As it is ( ) 90 .
82% 8) Has the activation of outlet increased? a) Yes ( ) b) No ( ) c) As it is ( ) No. 12% As it is. 78% 9) Is the delivery of Coca cola‟s product increased? a) Yes ( ) b) No ( ) c) As it is ( ) 91 .As it is. 9% Yes. 10% Yes. 9% No.
10% No. 13% Yes. 70% 11) What is the frequency of deliveryman visit? a) Daily ( ) b) Weekly ( ) c) Monthly ( ) d) Never ( ) 92 . 80% (C) PERFORMANCE OF RED TEAM 10) What is the performance of Market developer? a) Poor ( ) b) Good ( ) c) Better ( ) d) Best ( ) Poor.As it is. 15% Best. 9% Better. 6% Good.
2 Monthly. 79% 13) Do you want to continue with RED project? a) Continue ( ) b) Discontinue ( ) 93 . 1% Weekly. 70% 12) What is the frequency of visit of DGM/MEM? a) Daily ( ) b) Weekly ( ) c) Monthly ( ) d) Never ( ) Daily. 11% Never. 16% Never. 18% Daily. 2% Weekly. 1.Monthly.
Sales Discontinue Continue 14) Any suggestion? …………………………………………………………………………………………… …………………………………………………………………………………………… …………………………………………………… 94 .
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