This action might not be possible to undo. Are you sure you want to continue?
A Report On Analysis Of Horizontal Expansion Strategy Of Coke Lucknow
by Farhan ahmad MBA Integral University,Lucknow Roll no: 1100122035
Under the guidance of
Internal GuideZahid Raza Khan Asst. Professor, Marketing Integral University
External GuideChitresh Tiwari Training co-ordinator Advance Sales & Service Pvt. Ltd.
I hereby declare that I have worked on the topic “Analysis of Horizontal Expansion Strategy of Coke Lucknow” from 4th June 2012 to 28th July 2012. All the information that has been collected, analyzed and documented for the project is authentic possession to me. I would like to categorically mention that the work here has neither been purchased nor acquired by any other unfair means. The data and information existing in this report are accurate and update to the current data, to the best of our knowledge. However, for this purpose of the project, information already compiled in many sources has been utilized. All information in this report is true representation of what I have experienced during the project.
Co-operation and building up of moral are the essence of success. These are two factors that go a long way in achieving it. It is a Herculean task, which lacks these two determinants of success. Summer training was an exposure to corporate environment. It was an opportunity and great pleasure for me to be in such an environment and having interaction with concerned people. I express my heartily respect and profound thanks to Mr. Chitresh Tiwari(MEM) and Mr. Rajan Sharma (Head of Sales) for their enlightening and meticulous guidance for the consummation and evaluating of this project.
Zahid Raza Khan Asst. Professor, Marketing
,Department of Management & Research, who was in the role of my Faculty Guide, left no stone unturned in guiding me along the course of my Summer Training Project work. I am grateful to them those given me this opportunity to work on such type of project, without their, it is not possible for me to complete the project. Finally, to my parents, for all the tea and care with which they overwhelmed me through these long months of creation. I sincerely hope that my first venue in this field is appreciated. Offering thanks.
DEPT. OF BUSINESS MANAGEMENT & RESEARCH INTEGRAL UNIVERSITY
DASAULI, KURSI ROAD, LUCKNOW-226026 Website: www.integraluniversity.ac.in
This is to certify that Mr.Farhan Ahmad, a student of MBA 3 rd Semester having Roll No. 1100122035 has completed his summer training project on the topic “Analysis of Horizontal Expansion Strategy of Coca-cola Lucknow” during 2012-13 under my supervision and guidance.
The behavior of the student during the training period was found to be highly appreciable and satisfactory.
I wish him all the best for his future.
Zahid Raza Khan
Asst. Professor, Marketing
Dept. of Business Mgmt & Research Integarl University, Lucknow
5 TABLE OF CONTENTS .
Annexure . Declaration 3. Acknowlegement 6. Company profile History Vision and mission Organizational chart Product portfolio Corporate strategy Future plan’s Profile of Organization imparting training 10.6 1. Guide certificate 4. Objectives 9. Table of contents 8. Conceptual background of topic 12. Refrences 14. Executive summary 7. Job based work Task done Profile of the area given Work done Findings Conclusion and suggestion 13. Title page 2. Daily dairy (work done) 11. Training certificate 5.
PROFIT CALCULATION. LEARN OUTLET. HOW TO DEAL WITH OBJECTION/QUERY FROM A NEW OUTLET OWNER. LEARN HOW TO COMMUNICATE WITH THE HOW TO IDENTIFY POTENTIAL POTENTIAL OULET RETAILER. G. C. .PROVIDING INFORMATION ABOUT OYA (OWN YOUR ASSET). F.ASKED HIM ABOUT IF HE IS INTERESTED OR NOT IN TAKING THIS SCHEME. TELL PROFIT STORY TO THE RETAILER. B. E. D.7 Objectives A.
8 Company profile .
A career at Advance Sales & Service Pvt. Advance Sales & Service Pvt. ensure availability of our brands in every nook and corner of the country. is responsible for the sale and distribution of beverages across the Lucknow.9 Introduction of the Company FEW WORDS ABOUT THE COMPANY Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an experience that millions of others have served. is truly a one-of-akind experience. On the distribution front. open-bay three wheelers that can navigate the narrow alleyways of Indian cities. Ltd. All of those individual experiences combined have created a worldwide phenomenon – a truly global brand. Come taste life at Coca-Cola. 10-tonne trucks. Ltd. . The company-owned Bottling arm of the Indian Operations.
local businesses until the early 1980s when bottling franchises began to consolidate. succ essful restructuring in 1992. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. the senior management team of Johnston assumed responsibility for managing the Company. The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale. 1986. is a young company by the standards of the Coca-Cola system. Lupton franchises and BCI Holding Corporation's bottling holdings. total unit case sales were 880. The Coca-Cola bottling system continued to operate as independent. (Johnston) created a larger. Inc. at a split-adjusted price of $5. and total revenues were $5 billion . Benjamin F. In December 1991. when an Atlanta pharmacist. Whitehead. On an annual basis. The Coca-Cola Company traces it’s beginning to 1886. began to produce Coca-Cola syrup for sale in fountain drinks. secured the exclusive rights to bottle and sell Coca -Cola for most of the United States from The Coca-Cola Company.4 billion.000 in 1986. In 1986.Unit case sales had climbed to 1.50 a share. again helping accelerate bottler consolidation. John Pemberton. established in 1986. and began a dramatic. stronger Company. to form Coca-Cola Enterprises Inc. However the bottling business began in 1899 when two Chattanooga businessmen. Thomas and Joseph B. Dr. the John T. a merger between Coca -Cola Enterprises and the Johnston Coca-Cola Bottling Group. As part of the merger. The Company offered its stock to the public on November 21.10 COCA COLA INTERNATIONAL HISTORY: Coca-Cola Enterprises.
We will lead as a model corporate citizen. our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. and our communities. We strive to understand each customer’s business and needs. our customers. In order to achieve this mission.11 The Mission Statement of the Coca Cola Company Our mission statement is to maximize shareowner value over time. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. we must create value for all the constraints we serve. maximize our longterm cash flows. We achieve this when we place the right products in the right markets at the right time. Ultimately. whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. 5. We will be the best marketers in the world. . including our consumers. The ultimate objectives of our business strategy are to increase volume. 4. our bottlers. There are nearly 6 million people in the world who are potential consumers of our company’s product. 6. 2. We will think and act locally. We will serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day. expand our share of worldwide nonalcoholic ready to drink beverages sales. and create economic value added by improving economic profit. Brand Coca Cola is the core of our business 3. Consumer demand drives everything we do.
Chairman Board of governors Vice Chairman and chief operating officer Executive Vice Presidents Senior Vice Presidents Vice Presidents .12 MANAGEMENT PROFILE: The hierarchy of Coca Cola Company is as follows.
(2002 worldwide unit case volume by operating segment) NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA 30% 25% 22% 17% 6% NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA . MARKET SHARE BY AREA: Coca Cola is the world-renowned soft drink and the company is currently operating through out the world. The operation review according to the segments is as follows. This company controls about 59% of the world market. Coca Cola enjoys the largest market share.13 MARKET SHARE: Being the biggest company in the soft drink industry. The world wide total is about 17.8 billion.
sales of Coca-Cola increased 6 percent. . innovation and new beverages. With developing economies and populations. sold beverages. for example. Among others. The data about the market share of this company area wise is given in the following table. and the company is building an exciting family of beverage brands in addition to expanding the popularity of our core brands. India and Bangladesh are those countries where the average consumption is increasing day by day. led by Coca-Cola. is approximately 3. The above table shows the geographical earning of the Coca Cola Company and from this data.14 So the volume is least in the Africa and most in the North America. which shows the non-alcoholic beverages consist of commercially. The column. Unit case equals 24 eight-ounce servings. this region has strong long-term potential. Pakistan. The country column is derived from In Asian population. (Figure) So the company is emphasizing more in this area and is trying to develop a strategy. The total unit case sale of Coca Cola in Asia can be shown by the following pie chart. as estimated by the Company based on available industry sources. Among the countries of Asia. Through an intense focus on Coca-Cola. which is the satisfied customer of Coca Cola. Japan has the highest percentage. which can increase the growth of the consumption of Coca Cola by the people of Asia. which is about 29%. In China. the company has achieved volume growth of 10 percent in 2002.2 billion and the average consumer enjoys close to two servings of our products each month. we can find out that the customers of Coca Cola are increasing which is shown by the company’s per capita income.
1978 yet strongly enough the company’s operation come to end in July 1977. Gold Spot and Maaza access to Parle’s extensive 62 plant bottling network and a base for the rapid introduction of the company’s international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as “To become an all occasion drink not a special treat beverage”. . By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Calcutta.15 COCA-COLA IN INDIA The Coca-Cola Company entered India in the early 1950s. Coca-Cola returned to India after 16 years of absence with the slogan “Old waves have come to India again” first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. As per FERA REGULATION the company was required to India close operation by May 5. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. Then Coca-Cola left India following public disputes over share holding structure and import permit. Citra. In October 1993. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up. Lucknow. Kanpur and Delhi. Limca. It set up four bottling plants at Bombay.
16 VISION OF COCA-COLA IN INDIA Provide exceptional strategic leadership in the Coca-Cola India System resulting in consumer and customer preference and loyalty through Coca-Cola’s commitment to them. CCI associates as superior career opportunity. and in a highly profitable Coca-Cola corporate branded beverage system. services and communications customer’s service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to: Consumers as a superior beverage experience. Indian society in the form of a contribution to economic and social development. TCCC as trademark enhancement and positive economic value added. . Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork. Bottlers as an opportunity to make reasonable to grow profits and volume. Consumers as an opportunity to grow profits through the use of finished drinks. flexible business system and continuous improvement. MISSION OF THE COCA-COLA IN INDIA Create consumer products.
3. 1. It has to yield good sales revenue. . which is similar to that of clouds. It is a big source of company to cash its publicity. COKE Coke is considered to be a cola drink. flavor and also in their colours. It is hard in comparison to coke. It is generally preferred by all sections of consumer. 2.17 PRODUCT PROFILE OF COCA-COLA There are nine brands of coca-cola in India and they are differ in taste. It is generally preferred by Children & Women. and comes under the category of cloudy lemon because of its colour. FANTA FANTA ORNAGE. It is orange flavor & preferred by Children & Women. This is a case cow brand for the company in terms of sales revenue. THUMS-UP Thums-up is also considered to be a cola drink. It is preferred by all section of consumers but especially to teen-agers. 4. LIMCA Limca is considered to be lemony in taste.
. It is a non-aerated soft drink and market competitor of Tropicana Twister. It has no colour and no flavor. 9. MAAZA MAAZA MANGO. MINUTE MAID In Minute maid pupply orange cold drink no gas only based on orange juice. It is generally used with alcohol and used by adults. 7. 6.18 5. in maaza cold drink no gas only based on juice. KINLEY WATER Kinley water is a fresh and mineral water and market competitor of Bisleri and Aquafina. It is preferred mostly Children & Women. 8. It is a non-aerated soft drink. SPRITE Sprite is a good product at cola and contains at lemon flavor. KINLEY SODA This is a soda drink.
2. . Illegal distribution done by some distributors. OPPORTUNITIES 1. Good rural market. Modified and attractive packaging. Improved quality control. Unskilled labour. Changing of consumer preference. 3. WEAKNESS 1. 5. 4. 3. Wide market. 3. Stiff competition.20 SWOT ANALYSIS STRENGTHS 1. THREATS 1. 2. Fear of retrenchment among the workers. Entire infrastructure needs a face-lift. 4. 2. Direct distribution. Heavy investment in both infrastructure and sales promotion campaigns. 3. 2. Tight case policy. Latest technology. Strong advertising network.
The Company is a signatory to the United Nations Global Compact. by which it is committed to work against corruption and bribery around the world. including the U. and local laws in every country in which it does business. including bribery of government officials. Foreign Corrupt Practices Act.21 Corporate strategy Coca-Cola India operations are fully integrated into the governance structure of The CocaCola Company. Both the Code of Business Conduct and the Supplier Code highlight the EthicsLine reporting service. We will abide by all applicable anti-bribery laws. Anti-Bribery Policy: The Coca-Cola Company and its subsidiaries are committed to doing business with integrity. The Supplier Code became effective in February 2008.S. through which individuals can confidentially ask questions or report concerns to an independent administering party. (b) The Code of Business Conduct for Suppliers seeks to extend and clarify similar ethical expectations to our suppliers. The Company also has incorporated a prohibition against bribery into its Code of Business Conduct. including two important codes: (a) The Code of Business Conduct outlines expectations for employees to comply with the law and act ethically in all matters. The Code remains applicable to all employees of The Coca-Cola Company and its majorityowned subsidiaries. . This means avoiding corruption of all kinds. This anti-bribery policy provides compliance requirements to prevent improper payments and to ensure accurate reporting of permissible payments under all applicable anti-bribery laws.
while affirming its intent to continue creating highprofile TV campaigns. including teens. soft-drinks. Efforts to better connect with key consumers.water. And the marketing team touted its focus on experimenting with new media. Key priorities include doubling system revenue to $200 billion in 2020 from $95 billion last year. From a marketing perspective. Coca-cola plans to be relevant locally while scaling globally. And Coke plans to more than double the numbers of servings of its products -. juices and the like -.22 Future plan’s Coca-Cola laid out goals within the areas of profit. global packaging for its juice brands. such as digital billboards. partners. the company will focus on working across many geographies. people. cultures and channels. were also detailed. social media and in-store advertising. . portfolio. targeting the right consumers in a fragmented media environment and innovating. planet and productivity. Those plans ranged from eliminating agency duplication to creating a single World Cup campaign to introducing new.consumed per day to more than 3 billion. moms and multicultural consumers.
Ltd. • Advance Sales & Service Pvt. Jhansi. Barabanki. Franchise of Brindavan Bottlers Pvt. Lalitpur. • Lucknow. . Ltd. is a marketing and distribution.Ltd. Lakhimpur. Sitapur & Faizabad are the distribution and market area for Advance Sales & Service Pvt. Ltd.23 Profile of Organization imparting training Advance Sales & Service Pvt.
13/6/2012 to 18/6/2012 Visited five new outlet in Tedi pulia. V. 20/6/2012 to 25/6/2012 Visited five more outlet in Tedi pulia & Jankipuram. 10/6/2012 Report given to mr. IV.24 Daily dairy I. . III. 26/6/2012 Meeting day: work done in two days presented in front of mr. chitresh tiwari(training guide). 27/6/2012 to 2/7/2012 Visited five more outlet in kursi road. chitresh tiwari and he had given us 15 day time to prepare a report on the topic given to us. VI. II. 4/7/2012 to 9/4/2012 Visited five more outlet at Jankipuram.
25 Conceptual background of topic .
A monopoly created through Horizontal Expansion is called a Horizontal Monopoly. It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets. This is the expansion of a firm within an industry in which it is already active for the purpose of increasing its share of the market for a particular product or service. the term Horizontal Expansion describes a type of ownership and control. For e.g. Pepsi has adopted strategy of Vertical Expansion by which Pepsi wants to improve it’s sale from Coke monopoly outlets. means Coke’s monopoly outlets are being taken over by Pepsi now in this condition to improve its sale Coke need to open new outlets which is called Horizontal Expansion Strategy.26 Horizontal Expansion Expansion of business capacity through the absorption of facilities or buildings as well as through the acquisition of new equipment to handle an increased volume in sales in which the business is already engaged. In microeconomics and strategic management. another firm which is in the same industry and in the same stage of production as the merged firm. Horizontal Expansion in marketing is much more common than Vertical Expansion is in production. Horizontal Expansion occurs when a firm is being taken over by. . or merged with.
While doing Horizontal Expansion take care to the competitor’s strategy.27 Reason of Horizontal Expansion The ultimate objective of coke is to acquire more customers and serve them properly. Horizontal Expansion helps the company to serve the more people and more customers touch point because in the waste country many customers commute. . The main competitor is PEPSI. who has opted Vertical Expansion to generate more sell however Coke do not believe on Vertical Expansion because Vertical Expansion has limited preview so COKE is great believer in Horizontal Expansion and this strategy helped to the company to maintain its leadership in the soft drink industry. India is a big country having diversified taste and appearance and same character is reflected in their demography.
• Reduced Dependence on Large Customers. This will generate incremental revenue for the business. Hence it will improve productivity of the route • Improves Profitability of Our Distributors Expenses on routes and delivery of product are incurred by the distributers. To comply with this we have to provide large amount of supply. If we open more outlets on the routes it will increase the productivity because more outlets will be covered and more products will be delivered with a negligible increase in time and efforts. • Economies of scale • Economies of scope • Increase in market power over supplier and downstream market channels.28 Benefits of horizontal expansion: • Provides Incremental Volume & Revenue for Business. • Helps Improve Route Productivity • There are pre determined routes through which product is transported and delivered at the coke outlets. With the increase in route productivity will improve profitability of the distributors. from the company. In this case they become monopolistic and demand many things like coolers refrigerators discounts margins etc. We know that coke products have a very good demand. • Increase market visibility selling at more outlets give more market visibility of the product which gives higher product recognition and brand value to the products. . • By horizontal expansion there will be more outlets of our product In the market which will sell our product in more quantity. Opening new outlets will give more revenue to our distributors also. So it is very necessary to reduce dependence on large retailers by opening new outlets. In case we have few outlets a large amount of stock is gathered at few retailers.
But in horizontal expansion company can earn more profits by spending less. Let’s see the profit story of horizontal expansion .29 Advantage of horizontal expansion over vertical expansion: Both expansion techniques are meant for increasing sales volumes.
Total profit margin and return on investment also increased. . By doing vertical expansion only growth in profit was not very effective but because of opening just 200 new outlets sales increased to a large extent.30 Above tables clearly indicate the importance of opening new outlets.
We will provide you 3 empty carets Weight of Product Rate (ML) (Rs.Sir. 154 = Rs.R. I am from Coke and I have a proposal that will surely increase your income.Sir if you will start to sell coke then your overall sale will be increased and it is not tough to sell coke because Coke is the leader in beverage industry and a very well known brand. 1 case of 6oo ml and 1 case of 2 liter. 20790 . you may be able to sell 2 cases of 200ml.) 200 168 300 214 600 488 2000 455 of case QTY 24 24 24 9 M. Story Salesperson – hello sir. Shopkeeper. And these products have a very good combination with cold drink. Shopkeeper – But how Coke can increase my profit? Salesperson – Sir if you are really interested to explore through Coke. 13860 (Because the peak season for Coke is only of 3 months) Profit of rest of the 9 months = Rs. If a person wants to purchase any of these products then it is quite possible that he will purchase Coke and vice versa. you are selling Chips.) 8 10 22 55 Revenue (Rs. May I present you? Shopkeeper – yes please present it Salesperson . And for start selling Coke you need to invest only Rs. but how it can increase my overall sale? Salesperson . (Rs.yes. 420.P.31 How to Do Horizontal Expansion To do Horizontal Expansion more efficiently I made a profit story and talk to the shopkeepers according to that story. Pastry and snacks.) 192 240 528 495 Profit (Rs.) 24 26 40 40 Sir your daily profit from coke (in Peak season) Profit per month (in Peak season) Profit of whole season = Rs. 4620 = Rs. 1 case of 300ml.
. 20 on Pet bottles.34650 = Rs. Salesperson – Sir that’s a really nice question. We have minimum Rs. 1913 = 34650 * 100/1913 = 1811. 8 per day. I think it will be a nice idea to accept your offer.29% Shopkeeper – But I do not think this much will work what about those stuffs that needs to support trading of Coke and I have to provide them like electricity. what you have to say about our offer? Shopkeeper – Yes. So. ice etc. 10 offer on 200 and 300 ml and Minimum Rs. Salesperson – Thank you sir and Congratulation (Shaking Hands) I will be dropping my products within 10 minutes as I have the carrying vehicle with me and within next 15 minutes you are all set to go for selling Coke.32 (Because as per the Coke assumption income in the off season is decreased by half in comparison to the Peak season) Profit of whole year Your investment Your ROI = Rs. 1 photo copy of electricity bill and 1 passport size photo of shopkeeper. More over if you are keeping your refrigerator for the storage purpose of Coke if will be all right as the refrigerator can work by consuming power as low as 2 units per day which will cost you Rs. On some shops we set refrigerators and to keep a refrigerator we need to collect 1 photo copy of Voter ID card or Rashen Card. we can understand your anxiety and we have to offer much more for this.
33 Job based workdone .
c. . d. e. Then ask him he is interested or not in this scheme of horizontal expansion through OYA. Learn the profit table to tell the retailer.tell him the benefit in accordance to the profit story. How to communicate with retailer of the potential outlet. To do horizontal expansion scheme through OYA scheme. Tell profit story to retailer . g.34 Task done a. b. To help the company for doing horizontal expansion by providing information to new potential customer. f. h. How to deal with objection/query from new outlet owner. Learn how to identify potential outlet.
Sir if you will start to sell coke then your overall sale will be increased and it is not tough to sell coke because Coke is the leader in beverage industry and a very well known brand. you are selling Chips.) 192 240 528 495 Profit (Rs. 13860 (Because the peak season for Coke is only of 3 months) Profit of rest of the 9 months = Rs. Shopkeeper – But how Coke can increase my profit? Salesperson – Sir if you are really interested to explore through Coke. Pastry and snacks. (Rs. We will provide you 3 empty carets Weight of Product Rate (ML) (Rs.R.) 200 168 300 214 600 488 2000 455 of case QTY 24 24 24 9 M. 20790 .35 HOW TO TALK TO RETAILER Salesperson – hello sir.) 24 26 40 40 Sir your daily profit from coke (in Peak season) Profit per month (in Peak season) Profit of whole season = Rs.P. If a person wants to purchase any of these products then it is quite possible that he will purchase Coke and vice versa. Shopkeeper. And for start selling Coke you need to invest only Rs.Sir. 154 = Rs. I am from Coke and I have a proposal that will surely increase your income. 1 case of 6oo ml and 1 case of 2 liter. And these products have a very good combination with cold drink. 420. 4620 = Rs. May I present you? Shopkeeper – yes please present it Salesperson . 1 case of 300ml.yes. you may be able to sell 2 cases of 200ml.) 8 10 22 55 Revenue (Rs. but how it can increase my overall sale? Salesperson .
what you have to say about our offer? Shopkeeper – Yes. I think it will be a nice idea to accept your offer.36 (Because as per the Coke assumption income in the off season is decreased by half in comparison to the Peak season) Profit of whole year Your investment Your ROI = Rs. 20 on Pet bottles.29% Shopkeeper – But I do not think this much will work what about those stuffs that needs to support trading of Coke and I have to provide them like electricity. we can understand your anxiety and we have to offer much more for this. More over if you are keeping your refrigerator for the storage purpose of Coke if will be all right as the refrigerator can work by consuming power as low as 2 units per day which will cost you Rs. So. . 8 per day.34650 = Rs. Salesperson – Thank you sir and Congratulation (Shaking Hands) I will be dropping my products within 10 minutes as I have the carrying vehicle with me and within next 15 minutes you are all set to go for selling Coke. We have minimum Rs. On some shops we set refrigerators and to keep a refrigerator we need to collect 1 photo copy of Voter ID card or Rashen Card. 1 photo copy of electricity bill and 1 passport size photo of shopkeeper. 10 offer on 200 and 300 ml and Minimum Rs. 1913 = 34650 * 100/1913 = 1811. ice etc. Salesperson – Sir that’s a really nice question.
37 Profile of the area Tedi Pulia Jankipuram Kursi Road .
38 Work done I. . chitresh tiwari(training guide). 27/6/2012 to 2/7/2012 Visited five more outlet in kursi road. 10/7/2012 Report given to mr. 13/6/2012 to 18/6/2012 Visited five new outlet in Tedi pulia. III. II. IV. V. VI. 4/7/2012 to 9/7/2012 Visited five more outlet at Jankipuram. 26/6/2012 Meeting day: work done in two days presented in front of mr. chitresh tiwari and he had given us 15 day time to prepare a report on the topic given to us. 20/6/2012 to 25/6/2012 Visited five more outlet in Tedi pulia & Jankipuram.
photo studio.sweet shop. of Tedi pulia. mobile shop .cyber café.39 Number of Clients • Total 20 retailers such as FMCG Outlet. Beverage & restaurant.jankipuram.kursi road were considered for the new oultlet opening. .service centre.
40 RETAILERS INFORMATION FORMAT • Name of outlet • Contacted person name • Address • Contact number • Type of outlet • Status • Date • Remarks or Response .
Mahanagar Near Hdfc Atm. Asfaq Type of Outlet Rema rks Name of outlet Address Contact Pawan General Store Uma Cosmetics Shringar Mahal Vikasnagar 529/223.S.K.41 Retailer information Contact Person's Name Pawan Rajput Mohd.S.Ayy ub Santosh Gupta Ashok Yadav Naveen Sinha Bajrang Plaza. Singh Pankaj Pandey Mohd.lekhraj panna Infront of RLB. Shadab Mohd Azim Near khuraam nagar chowki Near khuraam nagar chowki A-2.Rahim nagar.lekhraj panna Arif Chamber.lekhraj panna Beside Farabi Resturent 6/663 sector-6 7/616 near Electricity House 7/616 near Electricity House Arif Chamber. Sector3 991946 8504 941554 9900 983948 7473 941542 4451 993515 3217 983858 7903 980741 5744 945283 2756 953260 6060 Cyber Café Cyber Café Colour Lab Mens Saloon Communi cation Communi cation Stationery Cyber Café Communi cation yes yes no May be May be May be no no no Anam business centre Lay medical store M. Communication & Cyber Azim Hotel Afjzal-urrehman Dinesh gupta Mohd. Ghandhi Colony. Cyber Junction Cyber Jet ADS studio & Noor Communication Combing Attraction Madhur Enterprises Skylink Communication Yash Stationery & Photocopy Cyber World Mohini Communication Khurram Nagar Ajay Singh Praveen Dubey Noor Khan S. Khurramnagar 933569 3632 FMCG Cosmetics yes no V. Abrarnagar Abrarnagar 941507 5324 993682 3327 988984 4380 983927 8275 Cyber Café Chemist Cyber Café Hotel yes no no yes .sector-8 Arif Chamber.
Of Respondants Yes No May be 5 7 3 Percentage 33. Of Respondants 20% 33% Yes No 47% May be 33% of the retailers said that they require OYA. 47 % do not require OYA. 24% may be they can think in future.42 ANALYSIS & INTERPRETATION • WHAT WAS THE RESPONSE OF REATAILER FOR OYA? No.00% 20% No. .00% 47.
which % is below . Cyber Junction Cyber Jet Anam business centre Azim Hotel . In Horizontal Expansion OYA scheme has been used before also but with different crates scheme in past year.43 FINDINGS More than 47% % retailers were not happy with the schemes and services offered by Coca Cola. Not much retailers were satisfied with OYA.S. The retailer who where interested in the schem Pawan General Store V.Only 24 % said that they will take OYA. 24% retailer are in state of conflict whether they should take it on this season or on next season.
Company can increase the sales when it considering more on retailers. their suggestions or complaints about service or product so that necessary action can be taken. Review meeting should be often held so that the working pattern of the executives can be checked and improved if needed. Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavor. Company should focus more and more on E&D Outlet because most of the E&D outlets don’t have promotional tools of the company and overall average score of these outlets is very less. Company representatives should visit retailers and should make a long-term relationship with retailer so that they can push the product. Company must provide free chilling equipment to the outlet where needed and also company should work out on the complains of Retailers. Company should reframe the Flange to an attractive and big size because the current look and size of Flange is not attractive and fail to draw attention of the population. . Increase the number of dealers and retailers as this will help in making high sales volume. In winter Season Company should give more discount & schemes to retailers so that they sell more our product.44 SUGGESTIONS Company should convince retailers to have promotional tools decorating with coke products and should tell them why these elements are important and how company as well as Retailers is getting benefit of using these activation elements. Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand. The Company should measure Retailers satisfaction regularly and should maintain proper communication with them. Overall service should be improved because many of the retailers are not satisfied with company service.
The primary objective of the my research is to analyze the horizontal expansion strategy of Coke and at the end of the research I found that there is requirement of changing the strategy for acquiring new customer for Coke but company should take care of its existing customer because they are the main instrument of promotion for any company so old customer should be fully satisfied with the company. . I grasped lots of knowledge within two months Because many of the company officials has assisted and given me the valuable notes and experience of their life.45 Conclusion As far as journey with the company is concerned.
46 References .
com 1.47 I have used following resources to prepare this study report to make it more accurate and confidential- Serial no Source of information Name Designation Organization’s/writer’s name www.Berry Philip Kotler . Websites www. of Management & Research Marketing Execution Manager Integral University Mr.google.cocacolaindia.Adeel maqbool H. Dept.cocacola. Chitresh Tiwari Advance Sales & Service Pvt.C.D. Books Marketing Research Marketing Management C.O. 3. Ltd.com www.com 2. Guidance personalities Dr.
48 Annexure .
Type of Outlet…………………………………………………………………………………………………… … Status…………………………………………………………………………………………………… ……………. Contact No………………………………………………………………………………………………………… ….. INSTITUTION: INTEGRAL UNIVERSITY CONTACT NO……………………………………………………………………………. Address……………………………………………………………………………………………… ………………… …………………………………………………………………………………………………………… ………………….. Contact Person’s Name………………………………………………………………………………………...49 RETAILERS INFORMATION Name of Outlet…………………………………………………………………………………………………… . DATE……………………………………… REMARKS……………………………………………………………………………………………… ………… ……………………………………………………………………………………………………………… ………… ……………………………………………………………………………………………………………… ………… ……………………………………………………………………………………………………………… ………… SURVEYOR DETAILS GROUP LEADER: FARHAN AHMAD NAME ………………………………………………………………………………………. SIGNATURE…………………………………………………………………………… .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.