A Project Report On
“ANALYZING AND ENHANCING MARKET OPPORTUNITIES OF COCA COLA IN GHAZIABAD.”
Under the Supervision of: Submitted By: Mr. Alok Agarwal (ASM) Sheetal Kachroo
(PGDMMarketing 2nd Year)
JAIPURIA INSTITUTE OF MANAGEMENT NOIDA
acknowledge giving my sincere, gratitude to all persons who have helped me in the preparation of this report. First of all, I thank “GOD ALIMIGHTY” for the blessings showered on me throughout this project work, which has helped me in the successful completion of the training. I express our thanks to Hindustan Coca Cola Beverages Pvt. Ltd. (HCCBPL) for granting me the permission to work with the esteem organization. I am also thankful to Mr. Vineesh Priyadarshan (GSM) and then to Mr. Alok Aggarwal (ASM) and then to Sushant Tiwari (SE) of Coca cola Hindustan Beverage Ltd. They guided and helped me in all possible ways they could, at every stage of the report. I would also like to thank all the Executives, distributors & staff of Hindustan Coca Cola Beverages Pvt. Ltd. who provided us all the relevant information and their kind support, prepared. I thank my college Jaipuria Institute of Management for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program. I thank the internship mentor, Ritu Wadhwa for having guided and supported me through the course of the internship. I take this opportunity to thank my parents and friends who have been with me and offered emotional strength and moral support. Last but not the least, I am thankful to all Retailers who gave us their precious time and support to fulfill this task, without their co-operation the study would not have seen the light of the day& complete. Sheetal Kachroo 2 on the basis of which this report has been
PGDM –Marketing 2nd Year.
In summer the consumption of soft drinks is more due to hot weather in this time chilled weather is needed everywhere and everybody irrespective of age difference. In the market peoples not only need water, but they want some taste too. Here comes the need of soft drinks: it has become an essential part of market as people like it in addition to the bottles, now days packages of soft drinks i.e. Tin cans, Pet packs of i.e. Litters canisters and dispensers are introduced to enhance the impact in sales. The PGDM curriculum is designed in such a way that student possible base. The research report is necessary for the partial fulfillment of PGDM curriculum and it provides an opportunity to the student in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning an to through opportunity test the practical to relate and experience, the theory which the his incorporates survey and comparative analysis. It gives the learner practice, with of validity applicability can grasp maximum knowledge of and can get the practical exposure to the corporate world in minimum time. Business schools today realize importance of practical knowledge over the theoretical
classroom learning against real life business situations.
Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, 4
marketer beverage fountain was
distributor It and sells
concentrates and syrups, used to produce nearly 400 brands. retailers beverage concentrates syrups to bottling and canning operators, distributors, fountain by wholesalers. Syth Coca-Cola a first introduced John Pemberton,
Pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 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 Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of this report attempts to reveal the secrets and tools which would be helpful in horizontal market expansion for the whole coca cola product range by first analyzing and then enhancing the market of Coca 5
Cola. The study was divided into two parts. First was to analyze the existing market, try to find their problems and reasons for doing business with company. In second part untouched market was explored and their reasons for not doing business with company where studied. Thus report will provide an opportunity to know existing and new retailers to satisfy psychographic maximum needs, taste it may provide of an the opportunity to the Coca-Cola to frame a good future plan needs, preferences retailers and established its guiding role in the market of Ghaziabad & in marketing plan for different areas.
T A B L E O F C O NT E N T S
S.NO. PARTICULARS INTRODUCTION
1.1 A Brief Insight - The FMCG Industry in India 1.2 A Brief Insight – Beverage Industry in India
P. NO. 1 3 5 9 9 11 11 12 12 13 6
THE COCA COLA COMPANY 2.1 History 2.2 Manifesto for Growth 2.2.1 Values 2.2.2 Mission 2.2.3 Vision for Sustainable Growth 2.3 Soft Drink Market in India
HINDUSTAN COCA COLA BEVERAGES PVT. LTD. 16 (HCCBPL) 3.1 About the Company 3.2 Manifesto for Growth 3.2.1 Values 3.2.2 Vision for Suitable Growth 3.2.3 Mission 3.2.4 Quality Policy 3.3 SWOT Analysis of HCCBPL 3.3.1 Strengths 3.3.2 Weaknesses 3.3.3 Opportunities 3.3.4 Threats 16 19 19 20 20 21 21 21 22 23 24 26
ABOUT PROJECT 5.1 Data Collection 5.2 Types of Expansion 5.2.1 Vertical Expansion 5.2.2 Horizontal Expansion 5.3 Horizontal Expansion 5.3.1 Reasons for Horizontal Expansion. 5.3.2 Benefits of Horizontal Expansion 5.3.3 Advantages of Horizontal Expansion over Vertical Expansion 5.4 Seven Criteria’s 5.5 Segmentation Model 5.6 Procedure for Opening a New Outlet 5.6.1 Analysing the outlet 5.7 Steps for Targeting the New Retailers 5.8 Paraphernalia Used
34 35 35 35 36 36 37 37 37 40 42 43 44 45 48 7
5.9 Intangible Element of Project 5.9.1 R.E.D Survey
49 49 50 50 50 50 51 51 51 52
INTRODUCTION TO STUDY 6.1 Purpose of the Study 6.2 Objective of the Study 6.3 Work Assigned 6.4 Objective of the Work 6.4.1 Primary Objective 6.4.2 Secondary Objective
FINDINGS & ANALYSIS 8.1 Questionnaire for Existing Retailers 8.2 Questionnaire for New Retailers 8.3 Other General Findings
55 55 67 74 78 78 79 82 83 83 83 83 84 84 85 8
LIMITATIONS, SUGGESTIONS & CONCLUSION 9.1 Limitations 9.2 Suggestions 9.3 Conclusion
SIGNIFICANCE OF STUDY 10.1 To the Researcher 10.2 To the Company 10.3 To Others
ACHIEVEMENTS IN TERMS OF SALES 11.1 Models & Working Formats 11.2 The 3 A’s Strategy
11.3 Working Methodology 11.3.1 Route visit 11.4 Focus on Availability of Products in Outlets 11.5 Focus on Visibility of Coke Products in Outlets 11.6 Achievements 11.7 Some Important Points BIBLIOGRAPHY APPENDIX MISCELLANEOUS
86 86 86 87 87 92 95
LIST OF FIGURES Fig. No .
Chapter 1 2 3 4 Chapter 5 Chapter 6 7 Chapter 8 9 10 Chapter 11 12 13 14 15 16 17
Market of Drinks in India Soda Companies Market Share & Change in Volume, World Wide Beverage Industry in India Market Share of Soft Drinks in India 2 3 6 7
Vision for Suitable Growth 13 18 25
Location of COBO, FOBO & Contract Packaging in India Chain Followed from Manufacturer to Retailer Opportunity to Open New Outlets Impact of New Retailers on Business Impact of New Retailers on Distributors Location of Existing Outlets Type of Existing Outlets Depth of Problems in Different Areas Location of New Outlets Type of New Outlets Exclusive Outlets Different Type of Outlets Selling Different Brands
35 37 38
55 56 66 68 68 76 73
LIST OF TABLES
TABLE Particulars Page 10
No. Chapter 1. 2. 3. 4. 5.
No. CROSS TABULATION Location & Sale Type of Outlet & Reasons for Doing Business with Coke Location & Problems Faced While Doing Business Type of Outlet & Reasons for Not Doing Business Location & Life span of business 58 60 63 69 72
CHAPTER - 1
Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer beverage fountain and distributor It sells and of non-alcoholic beverage and The 12 concentrates and syrups, used to produce nearly 400 brands. retailers beverage fountain concentrates wholesalers. syrups to bottling and canning operators, distributors,
Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, 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- a billion times a day.” The Coca-Cola Company and its network of bottlers
comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the world’s premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. 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, thus increasing brand equity on a global basis. 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, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure 13
compliance with the framework of policies and protect the Company’s assets and resources whilst limiting business risks.
Figure 1: Market of drinks in India (Source: - Beverages Marketing Corporation)
worldwide (Source: - Beverage Digest)
1.1: A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are have a quick turnover and relatively low cost. Consumers generally put less thought into the purchase of FMCG than they do for other products. The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product were categories. forced As to a result, most of the companies revamp their product,
marketing, distribution and customer service strategies to strengthen their position in the market. By the turn of the 20th century, the face of the Indian FMCG industry and had changed of significantly. Indian With the the liberalization growth the economy,
Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Apart from this, social changes families the such and as the in increase growing the in the number of of nuclear couples personal number Indian working
resulting in increased spending power also contributed to increase consumers' consumption. The realization of the customer's growing awareness and the need to meet changing requirements and preferences the on account producing of changing to lifestyles formulate required FMCG companies
customer-centric strategies. These changes had a positive impact, leading to the rapid growth in the FMCG industry. Increased availability of 15
retail space, rapid urbanization, and qualified manpower also boosted the growth of the organized retailing sector. HLL led the way in revolutionizing the product, market, distribution and service formats of the FMCG industry by focusing on rural markets, direct distribution, creating new product, distribution and service formats. The FMCG sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing to manufacturing by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time the economy starts to dip. A person may put off buying a car but he will not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs.93000 crores. The main contributor, making up 32% of the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.
1.2: A BRIEF INSIGHT: BEVERAGE INDUSTRY IN INDIA
In India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers.
Non-Alcoholic Non-Carbonated Carbonated Beverages Non-Cola Alcoholic Cola
FIGURE 3: Beverage industry in India
Figure 4: Market shares (%) of soft drinks in India (Source: - www. Google.com – Images)
The beverage industry is vast and there various ways of segmenting it, so as to cater the right product to the right person. follows: • • • • • Alcoholic, non-alcoholic and sports beverages Natural and Synthetic beverages In-home consumption and out of home on premises consumption. Age wise segmentation i.e. beverages for kids, for adults and for senior citizens Segmentation based on the amount of consumption i.e. high levels of consumption and low levels of consumption. If the behavioural patterns of consumers in India are closely noticed, it could be observed that consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages have to be consumed occasionally. These two perceptions are the biggest challenges faced by the beverage industry. In order to leverage the beverage industry, it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable. The different ways of segmenting it are as
Four strong strategic elements to increase consumption of the products of the beverage industry in India are: • The quality and the consistency of beverages needs to be • enhanced so that consumers are satisfied and they enjoy consuming beverages. The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. • Consumer education is a must to bring out benefits of beverage consumption whether in terms of health, taste, • relaxation, stimulation, refreshment, wellbeing or prestige relevant to the category. Communication should be relevant and trendy so that consumers The beverage market has still to achieve greater
penetration and also a wider spread of distribution. It is important to look at the entire beverage market, as a big opportunity, for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy.
CHAPTER - 2
THE COCA-COLA COMPANY
his story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton yard. This first mixed Coca-Cola which was in his back from formula, made
carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper this drink “Coca-Cola” after the first two ingredients and the same distinctive script he wrote it in is the same logo they use to this day. He first “distributed” the product by carrying it in a jug the street water to Jacob’s was Pharmacy with and the customers new syrup, bought the drink for five cents at the soda fountain. Carbonated teamed whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Dr. Pemberton’s partner and book-keeper, Frank M.
Robinson, suggested the name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. He suggested that “the two Cs would look well in advertising.” The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try “the new and popular soda fountain drink.” Hand23
painted oil cloth signs reading “Coca-Cola” appeared on store awnings, with the suggestions “Drink” added to inform passersby that the new beverage was for soda fountain refreshment. By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive colour associated with the soft drink ever since. For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. Within four years, his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. With his brother, John S. Candler, John Pemberton’s former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation named the Coca-Cola Company. The trademark “Coca-Cola,” used in the marketplace since 1886, was registered in the United States Patent Office on January 31, 1893.
The business continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the following year. In 1895, three years after The Coca-Cola Company’s incorporation, report to share owners that “Coca-Cola is now drunk in every state and territory in the United States.” As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands around the world.
2.2: MANIFESTO FOR GROWTH
2.2.1: Values: Coca-Cola is guided by shared values that both the
employees as individuals and the Company will live by; the values being: • • • • • • Leadership: The courage to shape a better future. Passion: Committed in heart and mind. Integrity: Be real. Accountability: If it is to be, it’s up to me. Collaboration: Leverage collective genius. Innovation: Seek, imagine, create and delight. 25
Quality: What we do, we do well.
2.2.2: Mission • • • To refresh the world, in body, mind, and spirit. To inspire moments of optimism, through our brands our actions. To create value and make a difference, everywhere we engage. 2.2.3: Vision for sustainable growth • • • Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people’s desires and needs. • • Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference.
Figure 5: Vision for sustainable growth (Source: - HCCBPL).
2.3: SOFT DRINK MARKET IN INDIA
Today India is one of the most potential markets, with population of around 900 million people, the Indian soft drinks market was only of 200 cases per year. This was very low even compared to Pakistan and Philippines. Population and potential market are two major reasons for major multinational companies of entering India. They feel that a huge population coupled with low consumption can only lead to an increase in the soft drink market. Another increase in the sale of soft drinks in the scorching heat and the climate of India, which is together have contributed to a 30% growth in the soft drinks industry. If the demand continues growing at the same rate, within two years the volume could touch 1 billion cases. All 27
these factors are the reasons for the entry two giant of the soft drink industry of the world to enter the Indian market. These two giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share. Rest is shared by Cadbury’s Schweppes, Campa Cola and other soft drink brands. But was the scene same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa Cola and Parle people (Thums Up and Limca). Soft drink consists of a flavour base, sweetener and carbonated water. In general terms non-alcoholic drinks are considered as soft drinks this name soft drink was given by Americans The as against hard which involved retail basic is mainly in the alcoholic. and syrup major participants bottlers and
production and distribution of soft drink are concentrate producers, producers channel. soft drink Concentrate manufacture
flavours and retail channel refers to business location that tells or serves the products directly to consumers. Soft drink is not a product, which a person plans to buy before hand, but is an impulse purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale. It all begin in 1977, a change in central government led the exit of coca-cola which preferred to quit rather diluting its equity to 40% in compliance with the Foreign Exchange Regulation Act (FERA). The first national cola drink to pop up was double seven. In the meantime, Pure Drinks, Delhi on coke’s exit, switched over to Campa Cola. The beginning of 1980’s saw the birth of another cola drink, Thums Up, Parle the Gold spot people, launched it in 1978-79, as “Refreshing Cola”. By the mid-eighties Mc 28
Dowells launched Thrill, and by the late eighties there was Double Cola, which entered in India market, as a NRO-run outfit with its plant in Nasik (Maharashtra), in 1978 Parle, Indian soft drinks market (share 33%) with its gold spot and Limca brands. Later Thums Up also started Thums Up. At the same time the threat to the Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 crores and grew at the rate 20%. Coca-Cola entered Indian by buying up to 69% of the 1,800 crores soft drink market (i.e. 5 Parle Export brands of Thums Up’s, Limca, Gold spot, Citra & Maaza). Today the scene has changed making it a direct battle between two giant Coca-Cola and Pepsi. The picture will become clearer by looking at the India market shares in the beverage industry. One of the strongest weapons in Coke armoury is the flexibility it has empowered its people with. In Coke every employee, may he be a manager or salesman, have an authority to take whatever steps he or she feels will make the consumers aware of of the the brand in and increase and All its and these consumption. nurturing commitment Thus to Coke believes in establishing
factors together led to a high growth in the Indian market and constantly increasing market share.
CHAPTER - 3
HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED (HCCBPL)
3.1: ABOUT THE COMPANY
Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an experience that millions of others have savoured. All of those individual experiences combined have created a worldwide phenomenon – a truly global brand. On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, ensure availability of Coke brands in every nook and corner of the country. The company-owned Bottling arm of the Indian Operations, Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture, sale and distribution of beverages across the country. 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 Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. With access to 53 of Parle’s plants and a well set bottling network, an excellent base for rapid introduction of the Company’s International brands was formed. The Coca-Cola Company acquired soft drink brands like Thumps Up, Gold-Spot, 31
Limca, Maaza, which were floated by Parle, as these products re-entry Company. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. However, this was based on numerous major commitments was and that, stipulations the Hindustan which the Company agreed to implement in due course. One such commitment Coca-Cola Holdings would divest 49% of its shareholding in favour of resident shareholders by June 2002. Coca-Cola is made up of 7000 local employees, 500 had of achieved Coca-Cola a in strong consumer these base and formed a strong brand image in Indian market during the 1993.Thus products became a part of range of products of the Coca-Cola
managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution distribution, fleet from which includes trucks different to modes of 10-tonne open-bay three
wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. “Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like “Life ho to Aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. 32
This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001 and 2003, the per capita consumption of cold drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5 per bottle. This new market accounted for over 80% of India’s new Coca-Cola drinkers. At Coca-Cola, they have a long standing belief that everyone who touches their business should benefit, thereby inducing them to uphold these values, enabling the Company to achieve success, recognition and loyalty worldwide.
COBO FOBO CONTRACT PACKAGING Figure 6: Locations of COBO, FOBO & Contract Packaging in India. (Source: - www. Google.com – Images)
3.2: MANIFESTO FOR GROWTH
3.2.1: Values The values that the employees in the Company are
expected to keep up to and work by regularly are as follows: 33
Leadership: To take an initiative and lead, motivate and drive the team with energy and zeal, to deliver outstanding results.
Innovation: To continuously strive for progress and reach the next level of excellence in everything we do.
Passion: To be deeply committed and display drive and energy in the quest to deliver outstanding performance.
Teamwork: To unite for greater strength and work collectively as a group towards the achievement of common goals.
Ownership: To think and act like owners at all levels; to have decisions taken at the lowest appropriate level.
Accountability: To be individually and transparently accountable to our colleagues for delivering agreed targets and goals.
3.2.2: Vision for sustainable growth To provide exceptional strategic leadership in the CocaCola India System-resulting in consumer and customer preference and loyalty, through Coca-Cola’s commitment to them, and in a highly profitable Coca-Cola Corporate branded beverages system. 3.2.3: Mission To create consumer customer and processes products, service tools and in services bottling order to and system create
competitive advantage and deliver superior value to; • • • • • Consumers as a superior beverage experience. Consumers as an opportunity to grow profits through the use of finished drinks. Bottlers as an opportunity to grow profits in volumes. Bottlers as a 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 team work, flexible business system and continuous improvement. • Indian society in the form of a contribution to economic and social development.
3.2.4: Quality policy “To ensure customer delight, we commit to quality in our thoughts, deeds and actions by continually improving our processes every time.”
3.3: SWOT ANALYSIS OF HCCBPL
3.3.1: Strengths • Distribution network: The Company has a strong and reliable distribution network. The network is formed on the basis of the time of consumption and the amount of sales yielded by a particular customer in one transaction. of a It has a of distribution efficient different network salesmen, modes of consisting distribution number includes
700,000 retail outlets fleet
distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. • Strong brands: The products produced and marketed by the Company have a strong brand image. People all around the world recognize the brands marketed by the Company. Strong brand names like Sprite, Fanta, Limca, Thums Up and Maaza add up to the brand name of the Coca-Cola Company as a whole. The red and white Coca-Cola is one of the very few things that are recognized by people all over the world. Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by 36
consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. • Low cost of operations: The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations which minimizes wastage of both time and resources leads to lowering of costs. 3.3.2: Weaknesses • Low export are levels: The brands produced worldwide by the
making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola. In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo that and can Coca-Cola, contribute contained to cancer toxins and a including Lindane, DDT, Malathion and Chlorpyrifospesticides breakdown of the immune system. Therefore, people abroad, are apprehensive about Coca-Cola products from India.
Small scale sector reservations limit ability to invest and achieve economies of scale: The Company’s operations are carried out on a small scale and due to Government finds restrictions it very and ‘red-tapism’, to invest the in Company of scale. difficult
technological advancements and achieve economies
3.3.3: Opportunities • Large domestic markets: The domestic market for the products of the Company is very high as compared to any other soft drink manufacturer. Coca-Cola India claims a 58 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 16 per cent market share, chiefly led by limca. The company appointed 50,000 new outlets in the first two months of this year, as part of its plans to cover one lakh outlets for the coming summer season and this also covered 3,500 new villages. In Bangalore, Coca-Cola amounts for 74% of the beverage market. • Export potential: The Company can come up with new products which are not manufactured abroad, like Maaza etc and export them to foreign nations. It 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.
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. Unlike olden times, people now have the power of buying goods of their choice without having to worry much about the flow of their income. The beverage industry can take advantage of such a situation and enhance their sales.
3.3.4: Threats • Imports: As India is developing at a fast pace, the per capita income has increased over the years and a majority of the people are educated, the export levels have gone high. People understand trade to a large extent and the demand for foreign goods has increased over the years. If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company. • Tax and regulatory sector: The tax system in India is accompanied by a variety of regulations at each stage on the consequence When a from is production issued, needs to to the be consumption. every time license
production capacity is mentioned on the license and the production capacity increased, the license poses a problem. Renewing or updating a license every now and then is difficult. Therefore, this can limit the growth of the Company and pose problems. • Slowdown in rural demand: The rural market may be alluring but it is not without its problems: Low per 39
capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the company’s products.
Sales andDistributors Operations Manufacturing Plant, DASNA IndirectDistribution DirectDistribution Outlets Distribution
Figure 7: Chain followed from manufacture to retailer
CHAPTER - 4
The range mineral Coca-Cola of Company to offers the a wide
customers is *always
including beverages, fruit juices and bottled water. Company looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL:
The world's favourite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of nonalcoholic beverages in the world. In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. CocaCola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and Glass 200 ml, ml, 500 1000 ml bounds. PET 3 0 05 0 0 m l , 1 . 5 L , m l ,2 L , 2 . 2 5 L , 500 ml + 100 ml Can 330 ml Fountain Various Sizes
p is k nown for its s trong, fiz z y tas te and its confident, m ature and uniquely m as c uline attitude. This brand c learl 42
Glass 200 ml, ml, 500 1000 ml
PET 3 0 05 0 0 m l , 1 . 5 L , m l ,2 L , 2 . 2 5 L , 500 ml + 100 ml
Can 330 ml
Fountain Various Sizes
Lime n' lemoni Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavour soft drink in the country. The success formula? The sharp fizz and lemoni bite
combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened 43
transforms. Dive into the zingy refreshment of Limca and walk away a new person. Glass 200 ml, 300 PET 500 ml, 1.5 L, m l ,2 L , 2 . 2 5 L , 500 ml ml + 100 Can Fountain
500 ml, 1000 ml
330 ml Various Sizes
Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the today's youth to trust their instincts, influence them to be true to who they are Glass 200 ml, 300 ml, PET 500 ml, 1.5 L, 2 L, 2.25 L, 500 ml + 100 ml Can 330 ml Fountain Various Sizes
and to obey their thirst
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special Glass 200 ml, 300 ml, PET 500 ml, 1.5 L, 2 L, 2.25 L, 500 ml + 100 ml Can 330 ml Fountain Various Sizes
times with friends.
was in a
1976. There was drink that offered
the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers 45
regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"
Glass 200 ml, 250 ml
Tetra pack 125 ml, 200 ml
PET 1000 ml
Fountain Various Sizes
quencher giving force
washes all the toxins away. A ritual that cleanses, the purifies, basic transforms. Water, most
need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated.
Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced. Because we believe that right to pure, safe drinking water is fundamental.
In the company's journey towards the vision 'leading the beverage revolution in India', now even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India. Georgia, quality tea and coffee served from state of the art vending machines is positioned to tap into the nation’s biggest beverage category. Georgia, which promises flavours, a great tasting, Elaichi, consistent, Masala hygienic Plain and tea affordable cuppa is available in a range of 7 sizzling Adrak, and Cappuccino, Mochaccino and Regular coffee. Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. Georgia aims to become the consumers preferred choice of hot beverage when he is on the go; the brand is well on course to achieving its vision. While Georgia is a mass market offering, Georgia Gold is the premium brand which caters to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently available exclusively at McDonald’s outlets across the country Georgia Gold has driven coffee sales through the roof. The success of hot beverages from Georgia Gold has resulted in extension into the cold category, with the introduction of Ice Tea and Cold Coffee 47
M I N UT E
success story. The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80 percent of the water in orange when juice, forming a frozen orange concentrates that reconstituted created
juice. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. Minute MaidOne of the world's largest juice and juice drink brands over the years, through innovations in and 60 unmatched countries, consumer experience provided over
Minute Maid brand has clearly become one of the world's largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India (starting with the south of the country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink category. Available in two PET pack sizes 400 ml and 1 litre and 1.25 litres.
CHAPTER - 5
creating awareness to retailers about the brand value, profit ratio and to find out the factors which are creating impediment in its expansion. Thus project was divided into two parts:First Part:• • • • Analyze the needs and wants of existing retailers (customers). Find out the problems faced by them while doing business with Coke. 36There reasons of doing business with Coke. For this survey on 350 existing outlets was done.
Second Part:• • Find out the reasons for not doing business with Coke from new retailers (customers). For this survey on 250 new outlets was done.
While doing second part of the survey few new outlets were opened, OYA refrigerators were sold & Visi Coolers were installed.
5.1: DATA COLLECTION:Data was collected from different locations of
Ghaziabad as:1. 2. 3. 4. 5. 6. 7. 8. Govindpuram Kavi Nagar Rakesh Marg Ghantaghar Dadri Road Gandhi Nagar Mali wada
5.2: TYPES OF EXPANSION
Expansion can be done both vertically & horizontally and for this different questionnaires were prepared for both existing and new retailers.
5.2.1: Vertically expansion
It means increasing the existing outlets capacity of sales. There are following techniques used in vertical expansion: • • • RED ( Right Execution Daily) PJP (Pre Journey Planner) Pre Sell
5.2.2: Horizontal expansion
It means opening new outlets. It is done to increase the market share and to increase the visibility of product in the market which will ultimately lead to higher sales volume and larger market share.
5 . 3 : H O R I Z O NT A L E X P A N S I O N
5.3.1: Reasons for horizontal expansion
Figure 8: Opportunity to oen new outlets (India). (Sourse:- AC Neilsen –Retail audit & FMCG track)
Above data shows that Coke is far behind from its competitors in case of market coverage thus huge potential for expansion.
5.3.2: Benefits of horizontal expansion • • • • • Improves profitability of distributors Helps improve route productivity Incremental revenue for the business Helps in distributing the market demand Increase market visibility
5.3.3: Advantage of horizontal expansion over vertical expansion Both expansion techniques are meant for increasing sales volumes. But in horizontal expansion company can earn more profits by spending less. Let’s see the profit story of horizontal expansion.
Figure 9: Impact of new outlets on business HCCBPL, Monthly Circular, June).
Figure 10: Impact of new outlets on distributors
(Source: HCCBPL, Monthly Circular, June).
Above tables clearly indicate the importance of opening new outlets. 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. Total profit margin and return on investment also increased.
5.4: SEVEN CRITERIAS TO FORM A NEW OUTLET
1. Outlet already owns electric chilling equipment of any type– This is necessary to open an outlet which much has its own chilling equipment because initially company cannot provide a new cooler. So, it’s preferable that he starts his business with his own chilling equipment and as business grows company can provide him cooler. Company also provides OYA refrigerators at reduced priced from market. (For rural areas Ice Box, Outlets location and daily sales is kept in mind while giving preference to SGA). 2. Outlet is already selling Pepsi products This criterion ensures that outlet is suitable for the
business in soft drinks, it has demand for soft drinks and can also sell Coke products, the only thing required is to solve the problems and finalize the agreement. 3. Outlet is on the main road or has 2 adjacent roads The shop must be easily reachable for our salesman, else it would affect the economies of scale and it will not be a profitable business to go on with.
4. There are no other outlets selling Soft Drinks within 150 steps in any direction from that outlet This is done to create particular population cluster at one point only to prevent the local competition among Coke outlets. 5. Outlet is listed submitted by Nielsen
AC NIELSEN has provides us a list of potential outlets in Ghaziabad, if our target outlet is in the list it must be approached without considering any other criteria.
part of the list of non-dealers
6. It is an E & D outlet with 5 tables There are 2 types of E&D outlets, E &D Type 1 & 2 E&D 1- Does not have a place to sit. E&D 2- The outlet should have a place to sit. Criteria no. 6 is valid only for E&D 1 7. It is an outlet stocking branded FMCG products. (Products in the range of Rs. 20 and above) This is very important criteria to ensure that the outlet keeps branded product and can spend some money to purchase a branded product. The targeted outlet must meet at least 2 criteria out of 7 mentioned above; if the outlet does not meet above criterion it will not be a profitable outlet.
5.5: SEGMENTATION MODEL
Coke’s Markets can be Segmented along 3 Lines- Outlet Volume, Locality Income & Channel Cluster.
Selling household items etc. E & D Type 1: Does not have a place to sit. E & D Type 2: The outlet should have a place to sit. Convenience: Small stores or shops e.g. STD booths
Similar grouping D HIGHVPO on basis& shopper ocasion SegmentingOutletsDIAMOND Per Outlet Classifying LOCALITYSLAB of Income of TYPE basis format Consumers B CHANNEL Volume G MEDIUM>800 S CONVENIENCE OUTLET KO 1D<200 OULLET CLASSIFICATION LOW &BRONZE GROCERY E 2 GOLD 200-499 500-799 SILVER
Selling household items I INCOME etc. R VOLUME O CLUSTER (PHY C/S) O L A E & D Type 1: Does not have a place to M N D V sit. Z E O2: The outlet should have a E & D Type place to sit. N E R Convenience: Small stores or shops e.g. STD booths D
segmenting - Type of outlets, volume & their income.
Find a probable or Dry outlet: Dry outlet can be defined as an outlet that used to sell coke before but now it is not activated and reluctant in doing business with coke. He may be a competitor’s outlet.
Scrutinize the outlet: In this step of I had to find for the possibility the and coke suitability the outlet keeping
products. There are 7 criterion defined and the outlet must meet at least two of them. My job is also to analyze whether selling him coke would be profitable or not. Also the population cluster and footfalls is also analyzed and accordingly deal is finalized. • Targeting the outlet: After I have analyzed the outlet, I have to approach the outlet owner. Then I explain him about the product range of my company. Then I tell him about the cost, selling prices and schemes given on the product. I try to convince him that doing business with coke is very profitable and convenient for him and it will add more customers and money to his business i.e. explaining him the profit story. • Solving the problems: I also listen to my customer very carefully to his queries, objections and problems and try to solve them with the different solutions provided by the company. Mainly the problem is about SGA (Selling
analyzing the outlet. • Insertion of the order: If he is convinced I inform the salesman give him the address of new outlet and tell him the stock to be delivered and end successfully. My job was also to look after the sales of the outlet & inform concerning authority if any problem. 5.6.1: Analyzing the outlet Once the outlet has met the required criteria we have to target that outlet. Before targeting we have to quickly analyze the population cluster around the outlet. We have to analyze income group of people living around the outlet because these people will be the customer to our retailer. This helps us making an approach to the outlet also we have to determine the density of population; this will determine footfalls the and footfalls population on the outlet. As we is know very beverage business depends upon the sales volume so cluster determination important. This is done very quickly and product range is offered accordingly. For example- in urban area MMPO and Maaza are most selling products, but in rural area small packs (200ml) are more successful.
RETAILERSBefore targeting a new outlet (customer), we have to prepare physically and mentally & following sets were followed:• • • •
Take Initiative Deal with objections Profit Story Any other quandary
Take Initiative- We personally contact the retailer. As a representative from Coke we tell about the company, the project range, about the profit margins, offers, schemes etc.
Deal with objections- Here retailer puts his objections and we have to tackle them very carefully, some common objections raised are as:-
1-Your Business is NOT Very money-spinning? Answer• • • • Our products have Good Margin in the range of 7% 15%, higher than most of the products you sell. Our products are well known and have a faster rotation
which will result in higher earnings for you. We have a wide range of product to offer which will
help you cater to larger number of customers. We ensure business round the year by activating your
outlet and product promotions.
2- The nearby outlet is selling Soft drink. Why should I sell? Answer• • • Would you not like to make more profits? Our product is usually purchased on impulse and can be bought along with other products you sell. There drinks. are in products your sold in as nearby well. So outlet why that not is available outlet soft
3-How will you service my outlet? Will I get stocks I want? Answer•
We have a trained salesman who services outlets in your area. He will visit your outlet twice in a week.
Our products have shelf life so we would take extra care so as not to supply you more stocks.
Our superior distribution system and processes will ensure you to get the required stocks in time.
Profit Story- We explain to the outlet the profit story; we keep in mind that investment should be told on daily basis and profits in long term. Example- Investment of Rs. 910 will add more than Rs. 16,000 to the yearly profit of the retailer if he sells only 2 packs of 2lts soft drink (9*2+2 free) daily. (As C.P is Rs. 455 & S.P is Rs. 495 for 2 lt. pack so, profit is Rs. 40 on 1 pack so, on 2 it will be Rs, 80 Per day i.e. Rs. 2,400 /month and for peek season (3 months- April, May & June in which sale is suppose to be 50% of estimated yearly sales) the profit will be Rs. 2400*3= Rs. 7,200 & Rs. 14,400 for whole year (Rs. 7,200 for next 9 months.) Substrate electricity bill (Rs. 8 per unit, approx daily Rs. 16 so yearly 16*365 = Rs. 5,840. Rs. 14,400 (Profit) – Rs. 5,840 (Electricity bill) + Rs. 7,920 (Discount as free 2 600ml bottles with 2 packs, so profit = Rs. 44 per day, Rs 1,320 per month, for peek season Rs. 3960 (Rs. 1320*3) & for whole year (Rs. 3,960 + Rs. 3,960 (for next 9 months)) = Rs. 7,920) = Rs. 16,480 This amount of profit is on only 2 2lt packs & it will surely increase if he sells complete product range. Any other quandaryIf the retailers are having any
problem we provide them with best optimal solution. Example- If he doesn’t have display item we will provide him with display racks, hangers, wall paintings etc.
Sustain relations- We assure him the good supply of stock and good service quality that will be provided by the company. We take his contact no. and address for delivery of goods and for further references.
5.8: PARAPHERNALIA USED:
1. Profit story (P 46) 2. The Sales presenter (Appendix 3). It is the most important tool, as it contains all the information related to different models, activation standards, shelf order standards, activation standards, brand order, cooler specifications, energy management system & profit stories. 3. Schemes & discounts. 4. Display coolers (VISI-COOLER). 5. Point of sale material (POSM). 6. Refrigerators (OYA refrigerators at discounted rate, thus becomes retailer’s property, OYA – Own Your Assets). 7. Display tools (hangers, racks, pole header, posters, etc, (In Appendix 3) 8. Ice box 9. For some retailers or areas before approaching we have to be well prepared & tackle their problems wisely. 10. Follow up- It plays a very important role of sales promotion as we observe in the market that some retailers were confused, and they needed time to decide, it’s a responsibility to follow them up properly. We approach them again and again and solve their problem each time. 11. Questionnaires (Appendix 1). 12. Tracker for new & existing outlets (Appendix 2).
5 . 9 : I N T A N G I BL E E L E M E N T
In this element we make sure the availability of the
product to the retailer, to do this we have to inform the respective salesman of that particular area about the outlets location, and thus stock required. I also make sure that the product must be delivered on time at the outlet. To increase sales on the existing outlet or new outlets we have to adopt vertical expansion strategy (VMS), IN VMS there are 3 tools used,
• Pre sellBy this demand of the stock by a
particular retailer is calculated and required stock is provided at the outlet, within time.
PJP (PRE JOURNEY PLANNER) –We make a time schedule for approaching the outlets for delivering the product.
R.E.D- Right Execution Daily is the survey method that company one started of the earlier. best For the survey of R.E.D., Company had hired the people from A.C. NIELSON survey company. This survey gets done once or twice a month. R.E.D is the set of norms divided into outlet wise.
5.9.1: About the R.E.D survey The survey has being conducted to check the cooler management, availability of products, displays etc. in short to cross check ground level work of related employees of Coke.
CHAPTER - 6
INTRODUCTION TO STUDY
6.1: PURPOSE OF THE STUDY
The study was carried to gain an insight about the
perception of the retailers about the company and to study various factors which directly or indirectly influence the sale of the company.
6 . 2 : O B J E C T I V E S O F T H E ST U D Y
• To identify the needs and wants of both the retailers and dealers and how well are they being managed by the company’s anxious authorities. • • • To find out various reasons which are creating stumbling block in market expansion. To identify the wakefulness of the brand and the company’s products in the market. To find out the gratification level of customers and problems faced while doing business with Coke.
6.3: WORK ASSIGNED
The work assigned was to analyze and enhance the market opportunities for Coca Cola in Ghaziabad, by creating awareness to retailers about the brand value, profit ratio and to find out the factors which are creating hurdle in its expansion. 68
6.4: OBJECTIVES OF THE WORK
6.4.1: Primary Objectives: The prime objective was to analyze and enhance the market opportunities for Coca Cola in Ghaziabad. 6.4.2: Secondary Objectives: • •
To find the reasons from the retailers for not selling Coke products. To create awareness among new retailers about the company, brand value, product line & profit ratio.
To find out the reasons behind their unawareness. To find out new ways to make them aware about different offers.
To maximize the market share of Coke in Ghaziabad region by making agreements with new dealers & retailers.
Ratio of exclusive type of outlets selling different brands. Try to form & convert existing outlets as Coke Monopolists by explaining them the profit story and providing them with special discounts & schemes.
To formulate the strategies for targeting the retailers effectively.
CHAPTER - 7
Type of research: 1. Exploratory and descriptive Research Primary data
Type of data collected: 2. Secondary data
Research instrument: Printed Questionnaire was used as the research instrument to collect the required information.
Area of surveys: The survey was conducted in different location of Ghaziabad city.
1. • •
Primary data collection methods– General observation methodThe retailers were observed to have an insight about the mindset and preference for a particular brand.
• Personal interaction methodI made interactions with some retailers during market survey, who want to give some extra information other than questionnaire and who were busy and not ready to fill the questionnaire. This was conducted without the help of any questionnaire. The objective was to draw a general understanding about their problems, preferences technique performance and other to helped of the distributer, information. arising their This to useful
Questionnaire methodQuestionnaire was divided in two parts. First part was for exiting retailers (customers). The other part was for new retailers. The basic aim of both was to analyze the psychology, need & wants of retailers.
Secondary data collection methodsSecondary data was collected from various websites – Coca Cola India, Beverage Marketing Corporation, Canadean, Beverage Digest, Myenjoyzone, from company records and data of AC Neilson’s research etc. to have a comprehensive knowledge about the beverage industry and Hindustan Coca Cola Beverages Pvt. Ltd.
Time dimension: The time dimension of the study was approximately 8 weeks as provided by the institute guidelines during summer training period.
Sampling unit: The retailers of Grocery shop, E & D, Convenience shop, Medicine store and Juice corners was selected from different places of Ghaziabad. • • Sampling size: 550 Outlets. Sampling procedure: As Coke has mainly
three types of modules of customers as:Grocery store, Convenience store & E&D with different grades so sampling size was divided according to area, type of store & VPO of the store. • Sampling retailer counter. contacted method: and Data were at collected their by
survey. The retailers were interviewed
CHAPTER - 8
FINDINGS & ANALYSIS
Out of sample size of 600 - old retailers were 350 and new were retailers 250.
8.1: QUESTIONNAIRE FOR EXISTING RETAILERS
Q1. Name of Outlet: Q2. Location: For first part of survey(existing retailers) location was decided according to sales; (data from Hindustan Soft Drinks) area having more sales was given more part of sample size for existing outlets, in order to understand the psychology of existing outlets as shown in Figure 9.
Q3. Life span of business: Q4. Total sale per day: Q5. Criteria no.’s (7 criteria’s for a new outlet) of the retailer: Q6. Type of Outlet: Each route under HSD was analyzed with delivery van & complete knowledge about the area was taken from respective market developer of each area. So, distribution of sample size for type of outlets
(existing) was according to the route plan of delivery vans as shown in clear in Figure 10.
As clear from graph of existing outlets the most of the outlets we approached are Grocery stores, E & Outlets and Convenience stores. It makes clear that Coke is having very less business with Medical stores & Juice corners. So, this part of market needs more attention. There is huge potential is this area so must be targeted effectively. E & D existing outlets covered were 71 as 53 were E&D 1 & 18 E&D 2. It signifies that company is lacking in sales for E&D 2. Q7. Deal with beverages, packaged juices and packaged water:
Q8. If yes, which brands? Q9. Retailers VPO (Volume Per Outlet)
Q10. How often do u order? Q11. Reasons for doing business with Coke Q12. Problems faced while doing business with Coke.
C r o s s t a b u l a t i o n o f Q 2 ( L o c a t i o n ) & Q 4 ( Sa l e p e r day)
Sale per day of Coke (Rs)
S. No 1.
Location & No.of outlets Govindpuram (89) Kavi nagar %
> 1251 Total
25.8 4 37.3 3 17.7 4
(75) Rakesh Marg Wi th
(43) Dadri Road In
27.9 0 10
51.1 6 23.3 3
(30) Gandhi Nagar Th e
(10) Mali wada
(19) ShastriNagar Lo ca tio n
21.0 5 36.3 6
31.5 8 31.8 2
10.5 3 9.09
Total (% / 100 * No. for each one & them of all) 42 86 62 41 77 34
Table 1: Cross tabulation of Location & Sale of Coke.
Above table shows the relationship between the average sales per day and the location & No. of outlets. In my sample of 350 existing outlets, I found that all the outlets are not evenly distributed in case of sales in a particular area and income level of different retailers of different areas varies a lot. It is also clear that sale per day of Coke in maximum outlets covered in our area is between Rs.1001 – 1250.
Reasons for doing business with Coke S. No 1. Type of Outlets Grocery Stores(142) Medical 2. Stores(6) E & D 3. Outlets(71) Convenience 4. store(128) Juice 5. Corners(3) Busi ness Total (% / 100 * Total No. for each one, then sum of all). 274 109 271 208 123 268 198 Of
29.5 8 0
84.5 0 33.3 3
54.9 3 16.6 7 74.3 2 57.8 0 0
44.3 6 0
78.8 7 0
47.8 9 0
% Withi n Type
0 16.6 7 85.1 4 75
24.3 2 38.2 8 0
48.6 5 88.2 8 0
29.7 3 29.6 9 0
78.3 8 76.5 6 0
66.2 1 60.9 3 0
Cross tabulation of Q6 (Type of outlet) & Q11 (Reasons for doing business with Coke).
Table 2: Cross tabulation of Type of outlets & Reasons for doing business with Coke.
v alue, BS – Better sc hem e, HD – High dem and, GS – Good Supply , HP – High profit, GS – Good Serv ic e Qualit
From this table it is clear that maximum retailers want to do business with Coke because of Brand value, High demand and Good service quality. It also shows that:• The major reasons for keeping Coca Cola products by grocery store are brand value, high demand and good service quality, but less population is satisfied with schemes and discounts provided by company. After analysing market it was found that Pepsi is providing more schemes and discounts as compare to Coke. • Sale of products in Medical stores is very less so huge potential is there. to Company them should to sell make their effective products. • The major reasons for selling Coke products by quality. But after analyzing the E & D outlets E & D type 1 are 53 and type 2 only 21. E & D type 2 outlets were selling more Pepsi as company is providing them selling assets like chairs, tables, racks etc E & D schemes motivate
outlets are Brand value, Demand and Good supply
After studying Convenience store market it came to know that this sector was most satisfied and they are enjoying lot of reasons for doing business with Coke.
If discussing Juice corners, Coke is having very less reach to them. There is a major gap which needs to be bridged.
In Ghaziabad this is sector is almost untapped so, lot of potential to increase business is there.
Cross tabulation of Q2 (Location) & Q12 (Problems faced while doing
Avg. (Sum of
Problems faced while doing business with Coke S. N o. Govindpuram 1. 2. (89) Kavi nagar (75) Rakesh Marg 3. 4. 5. 6. 7. 8. (62) Ghantaghar (43) Dadri Road (30) Gandhi Nagar (10) Nehru Marg (19) Shastri Nagar(22)
27.27 96 0 41 13.63 71 31.81 133 18.18 168 0 144 40.90 155 25.84 7.87 14.60 62.92 48.31 70.78 30.33
Location of outlets
all / No.)
22.67 8 18.67 25.33 46.67 30.67 46.67 2.65
6.67 3.33 0 23.33 23.33 70 56.67 6.11
0 0 40 0 50 40 20 15
Loc atio n
21.05 10.5 0 31.57 47.36 0 57.89 8.86
Total (% / 100 * No. fo reach one & them of all)
business with Coke).
Table 3: Cross tabulation of Location & Problems faces while doing business with Coke
1. From the above cross tabulation it is clear that Gandhi Nagar is facing more problems while doing business with Coke followed by Nehru Marg & Dadri 83
2. It also reveals the fact that most common problem is, complete information & daily schemes. According to retailers delivery men were not providing them the complete information. 3. As distribution from is indirect too, and daily sometimes in orders there is
trouble for retailers. 4. As clear from the table that most common problem faced by retailers daily and is, complete were written information notice & daily were from schemes. The reasons changing no that as schemes comes
concerned authorities they have no choice other than to ask delivery man about the schemes & have to believe on him up to a great extend. Any other problems are as:• • • • • • Retailers want credit facilities. Mode of payment. Service of Visi coolers. Size of cooler not in proper ratio with sales. Busted Bottle replacement conditions. B.T.C (Below the crown) offers:Retailers were not satisfied with the B.T.C offers, as retailer has to pay on spot its customers the discount under B.T.C and company was taking lot of time to pay them back and even sometimes they were not 84
accepted by company as they come with short life period. Loss due to delay in collecting and submitting those crowns in company which is the duty of sales man has to be unwillingly bear by the retailer. Problem become terrible when a customer demands a gift mentioned under B.T.C. • Policies made for Schemes and discounts:While doing first part of my survey that was to analyze existing retailers an important fact came to my notice that schemes and discounts were not fixed i.e. they change frequently and sales man were taking undue advantage of this policy.
• Timing and frequency of van:-
It was most common problem of retailers of Ghantaghar and Rakesh Marg. The reason was that delivery vans of these two areas were of less capacity and the area is also congested. These factors become problem for the delivery men to reach every retailer in same day.
But if we discuses Shastri Nagar and Govindpuram, these two areas are largest areas under Hindustan Soft Drinks (HSD), thus becomes difficult for the delivery van to cover whole area in one day. Moreover problems become worse when demand of soft drinks is high and delivery van becomes empty before covering the whole area.
• Few retailers did not also like the behaviour of Sales man.
Depth of problems in different areas.
8.2: QUESTIONNAIRE FOR NEW RETAILERS
Q1. Name of Outlet: Q2. Location: Q3. Life span of business: Q4. Total sale per day: Q5. Criteria no’s Q6. Type of Outlet
Q7. Reasons for not doing business with Coke?
Suggestions, if any:-
➢ Findings - Q2 & Q6 - Location & Type of outlet.
For distribution of the sample size for new location & new outlets it was decided that the area & type of outlets which were giving less sales must be having more part of sample size, in order to smudge the reasons for less sales in particular area and type of outlet.
Cross tabulation of Q6 (Type of outlet) & Q7 ( R e a s o n s f o r n o t d o i n g b u s i n e s s w i t h Co k e ) .
Reasons for not doing business with Coke S. N o
Grocery Type of Outlet NA LD P CP C DS L N AO
Store (42) Medical
% Wit h In Typ e Of
64.2 9 40
32.4 8 38.5 7
59.5 2 4.28
Store (70) E & D
77.1 4 0
42.8 6 21.1 5
Outlets (52) Convenience
53.8 5 29.2 7 22.2 2
32.6 9 19.5 1 82.2 2
Stores (41) Juice
s Total (% / 100 * Total No. of outlets, then sum of all).
Table 4: Cross tabulation of Type of outlets & Reasons for not doing business with Coke
Dem and, P – Profitability , CP – Company Polic ies , C – Competition from nearby outlet, DS – Dis tribution Sy s tem
segmented into 9 major factors. The major reason was that retailers were not satisfied with company policies as clear from the table too. A major factor is:• Selling Goods Assets (SGA). It means those assets which help a retailer to sell goods. As refrigerator was an important SGA for a retailer and every retailer for was the demanding company to it, so it was need becoming of every impossible retailer.
• Second major factor was company never approached
and according to company too, they have only covered 13% FMCG outlets, while FMCG giant HUL has covered 82% FMCG outlets. Thus lot of scope for company to expand business. • Thirdly in Ghaziabad distribution is indirect
(manufacturer to dealer then to market), and retailers have commented a lot on this factor and effect of this is shown in table too. • Fourthly Coke is providing less commission, schemes and discounts as compare to its follower Pepsi and retailers are only interested in profit.
Non suitability was another factor as medical stores and juice corners were resisting for doing business with Coke. Company need to make special policies to tab this untouched market. • Any other factors include:-
retailers at the initial stage was impossible for company which satisfy the on needs priority location, every to of retailer, company them, products etc. • The major reason for not entering in soft drink sector by grocery store is that they find lot of problem when customers take R.G.B bottles and don’t return them back. • Lack of knowledge about the product line. gives level sale
Life span of business (Years) S. No 1. 2. 3. 4. 5. 6. 7. 8. Location of outlets Govindpuram (20) Kavi Nagar (23) Rakesh Marg (25) Ghantaghar (27) Dadri Road (39) Gandhi Nagar (33) Nehru Marg (37) Shastri Nagar (46) Loca tion Total (% / 100 * Total No. of outlets, then sum of all).
24 61 67 64 16 4 (appr 250 <1 1-3 20 30.43 12 3.7 19.23 9.09 40.54 45.65 >3-5 35 17.39 36 44.44 11.53 21.21 45.94 13.04 >5-7 30 0 52 51.85 46.15 39.39 0 0 >7-9 0 0 0 0 0 30.30 0 13.04 >9 15 0 0 0 0 0 10.81 0 100 100 100 100 100 100 100 100
0 4.34 0 0
Cross tabulation of Q2 (Location) & Q3 (Life span of business).
Table 5: Cross tabulation of Location & Life span of business.
It is clear that there is huge potential for the company to expand its business as lot of market is intact. Company should first find out the reasons why this market remain untouched people and and by then extend its product line to to these these untouched retailers by providing better guidance to sales providing lucrative schemes retailers.
OTHER GENERAL FINDINGS
• Pricing of products as - 200 ml for Rs. 8 & 600 ml for Rs. 22. It becomes difficult for the retailer to pay back the balance money.
Competition with local drink like- Fruit juice, lemon water, sharbat, lassi & tea. Competition with local drink brands like- Jayanti, Lijjet, Prem ji in small areas. Most of retailers are having problem with timing and frequency of van. Dealers should increase the frequency or add more vehicles were required.
Impurity of Coke Visi coolers. Brand order is not maintained in coolers. The marketing strategy of Coca-Cola is better than its main competitor.
• • • •
monopoly retailers & schemes on products is better than the competitors. The market share of Coke products is higher than the other products. Thums-up is the leading brand of Coca-Cola in different regions. Sale of a product is largely based on display. Company investing more focus now in retailers of rural areas.
Ghaziabad helped it lot to increase its sales. I found the proper display of products in racks & in coolers. Sales of Coke are increasingly rapidly in Ghaziabad 94 market where I do work study mostly.
Retailers play an important role while selling products as they can divert the desire of a customer by providing same thing of other brands.
• • • •
Found many good outlets that want Visi coolers from coca-cola. Also found dead & useless coolers. Some retailers complain about the service & repair of coolers. Retailers want if company want to change schemes daily delivery people should come with written orders from concerned authorities as they fell they are cheated.
The most popular flavour in the market is Thums Up. From the Coca-Cola products Thums Up and the Pepsi products Dew is the highest selling in the market.
• • •
Coca-cola is the market leader in overall market. In the case of the packaged drinking water Aquafina (Pepsi) is selling more than Kinley (Coke). I have found that a retailer gives more preference to the Coca-Cola products like Thums-Up, Mazaa, Sprite, Limca and Fanta.
• • • • • • •
Minute Maid, pulpy orange is sellable more in Kavi Nagar market. If discussing have schemes & after discounts, locating Pepsi Visi is providing more schemes than the Coca-Cola. Sales increased cooler outside of outlet. The companies’ new concept pre-sale is welcomed in market Few retailers are do not get of the company’s actual by scheme. Products sold out assigned areas distributors in order to increase sales. If retailers complaints regarding discounting & trade scheme then they are not responded properly. 95
There is a communication gap in distribution channel so retailers are not getting advantages of discounting & trade scheme.
Exclusive outlets found during survey on existing outlets:
Figure 16: Exclusive outlets
Figure 17: Different types of outlets selling different brands
CHAPTER - 9
SUGGESTIONS & CONCLUSION
• The study was restricted to 8 regions of Ghaziabad only, with sample size of 550 (350 new outlets & 200 new outlets) so, the interpretations & findings are accordingly to it only. • • • • • • • The time period of 2 months was the major limitation. Due to the financial and time constraints the study was not able to include more retailers. To convince the retailer for a proper interviewing process was also difficult. Retailers some time give wrong data. The reluctance on the part of the retailers was also a major setback. The analysis of project was based on observations and interpretation on the basis of sample survey. Another limitation could be lack of knowledge. Being a student I undertake this project as a learning experience. I have made many mistakes and then learned from them. I have tried my best to be as authentic and as accurate as possible in the research analysis taking the help of my project mentor on relevant primary and secondary data. • • The secondary data was not easily available. Limited knowledge of the researcher in the field of
research may lead to interpretation errors. • • Certain retailers were not comfortable divulging the
figures and data, as they want to keep it confidential. The respondents may be based or influence by other factor. 99
• • •
collation of information very difficult. The projection is purely based on verbal meetings and may be influenced by unprecedented factors. Non-co-operative behaviour of respondent was a big problem in this survey & it is the important fact which should be taken into consideration. • • The minor concept & techniques at the marketing management are used significant in the project concern. The research was based on primary collection of data so there may be chances of human error and biasness.
• The company should measure retailers’ satisfaction
regularly. • Company can increase the sales if it will consider more on retailers, their suggestions or complaints about service and product so that necessary actions can be taken. • Review meeting should be often held so that the working pattern of the sales people can be checked and improved if needed. • Company representatives should visit retailers and should make a long-term liaison with retailers so that they can push the product. • Since brand value of Coke & expectation of retailers from this brand is high, as the brand image shows their quality is supervene so the company should also take feedback time to time. By this they can maintain their brand loyalty in their customers.
Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.
• • •
Increase the number of dealers and retailers as this will help in making high sales volume. Cash discount should be given &it should be competitive and luring. Try to maintain the good image of the monopoly outlets in market by developing the image i.e. by glow boards, sign boards, and point of sale material (P.O.S.M) and by providing good quality services. By this the monopoly of the retailer will continue and it will promote other retailers to adopt Coke monopoly.
Company should also attain to small outlets so that there sales can increase. Company should diverse its business in related parts of F.M.C.G sector like-Ice creams, butter & chocolates as company has well established systems in every.
Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavours.
• • • • • • • •
Company representatives should search new areas for increase in sales. In winter Season company gives more discount & schemes to the retailers so they sell more our product. Company must make aggressive & new strategies to fight with major competitors and local cold drinks brands. Company should promote new dealers. If possible try to give more discounts and schemes were ever required. Supply and distribution system should improve in the areas like Ghantaghar and Rakesh Marg. The company should work out in their complaints regarding to the Visi cooler. Company should give proper schemes to the outlet. 10 1
• • • • • •
The refrigerator purity should be given the priority. Overall services should be improved for getting more sales and to continue to be the market leader. Proper usage of P.O.S.M material. Company should take the problem of “cut off rates seriously”. Coca-Cola should be written on florescent boards displaying location and distances on road. Illegal distribution done by some distributors should be minimized.
Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein. As there is a proverb:-
“Far from eye, far from heart”
Thus marketing role plays a very important role in achieving the objectives of a company. Undoubtly, value utility is created by the manufacture of product or service but time and place utilities are created by marketing role. According to Drucker, “Both the market and the distribution channels are often more crucial than the product”. They are primary: the product is secondary. In an economy like that of India, where marginal shortages can lead to disproportion, distortion in prices, a dependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products. All from the above study not withstanding its
restricting efforts Pepsi is still far away with its great competitor like Coke.
CHAPTER - 10
SIGNIFICANCE OF STUDY
10.1: To the researcher:
• It gave a chance to use the conceptual knowledge in actual environment and prepares the researcher to use the knowledge for better in his future endeavours. 10 4
It helped in the assessing the factors, which influenced the retailers study is of purchasing essential PGDM and for selling the products in to the consumer from Coca-Cola.
researcher The study
researcher the experiences to conduct survey.
10.2: To the company:
Cold drinks companies are facing a great competition nowadays. Consumers are very much aware and curious about safely products, services, brands and other upcoming products. This study provides an insight to the company that what kind of strategies must be adopted in order to sell more products to consumers and also satisfying them.
10.3: To the others:
The study gave an insight into various aspects of the Beverage companies, discussed in this study. One can easily come to know about what is happening in Beverage companies in the current environment. How they make attraction of Retailers & consumer mind.
CHAPTER - 11
ACHIEVEMNTS IN TERMS OF SALES FOR THE COMPANY.
In two months of summer training work I receive an
exclusive live project work. While doing survey we were told to expand market share of Coke in area under the Hindustan soft Drink (HSD) the leading distributer of coca cola in Ghaziabad. Their previous achieved sales were 3.20 lakh’s cases per year. A current target average sale for them by company is 3.5 lakh’s cases.
1 1 . 1 : M O D E L S A N D W O R K I N G F O RM A T S
These were made clear to us before working on this live project and they are as:-
SEGMENTATION MODEL: - Appendix 3
MODEL: buy our
consumers in given universe) + Incidence (% of population product) Transaction volume bought per transaction) + Avg. Profit (amount of profit in value per transaction). Appendix 3 • Working format for new and existing outlets. Appendix 2 Various questions were asked from both new and existing retailers as mentioned in format.
11.2: THE 3A’S STRATEGY WAS FOLLOWED:This strategy is for increasing numbers of retailers and is based on the belief that consumers will buy our products it they are Available, Affordable and Acceptable. The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumer’s. How does Coke position its limited resources to help meet its best. A brief explanation of these 3A’s is as follow:Availability:Some of the ways in which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, and marketing. 10 7
Affordability:The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective. Acceptability:Making Coke brand and its product line the beverage choice for any occasions depends on a variety of strategies to reach the target audience. The common strategies bespoke to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates.
11.3: WORKING METHODOLOGY
11.3.1: Route visit:• • • We visited the routs with the distributer’s vehicle where the distributer supplies the products. I observed the display norms for outlets in all route & each type of outlet. Every morning I went to one corresponding route & observed all techniques of selling product to retailers by coca-cola salesman & also try to know the mentality of the consumers and retailers. • • I visited all routes under HSD with delivery man and market developers of respective areas. With this work I take interview retailers ask them about OYA refrigerators, visi coolers & display items.
11.4: FOCUS ON AVAILABILITY OF PRODUCTS IN OUTLET.
difference in each
availability so, it
products in market & outlets. Coca-Cola want that their displayed market important that the product first available in market after than it put on outlets.
11.5: FOCUS ON VISIBILTY OF COKE PRODUCTS IN OUTLETS.
• The aim of coca-cola is that its product should be visible for the customers so company gives to retailers racks so many display items.
retailers for visible their chilled product in market for more sales. Extra focus was given on monopoly outlets and Pre
I opened 27 new outlets, installed 4 OYA refrigerators (Own Your Assets) appendix 4, installed 49 Visi coolers (in existing & new outlets) and upgraded refrigerators of 7 outlets. STATUS, E = Existing, N = New. Where cooler size was upgraded. OYA = Own Your Assets (Refrigerators sold by collecting draft).
S. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. NAME OF OUTLET Baba Hotel Shiv Kiryana Store Chawal Mill, Canteen Goyal Provisional Store Anju Anupurana Sawati Store Samtal -1 Lavish General Store Boby General Store Rakesh Kiryana LOCATION Lohai mandi Chaprola Chaprola Lohai Mandi Lal kuwa Lal kuwa Lal kuwa Dadri road Chaprola Girdarpur Lal Kuwa STATUS E E E N N E E E E N N SIZE 9 9 30 9 9 20* 20 30* 9 9 OYA
S. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. NAME OF OUTLET Sachin Book Depo Durga Confectionary Muskan Confictionary Santosh Dept. Store Akg College (Boys Hostel) Rainbow Singhal Sweets Puja Departmental Store Koshik Medicoach Laxmi Prov. Store LOCATION Indergadi Gangapuram Gangapuram Gangapuram Govindpuram Harsava Govindpuram Govindpuram Govindpuram Govindpuram STATUS E E N N E N E E N N SIZE 20 30* 30 9 9 20 20 20 9 OYA
S. NO. 1. 2. 3. 4. 5. 6. 7. NAME OF OUTLET Snow Bell Ice LOCATION Gandhi Nagar Gandhi Nagar Mms College Tehsil Tehsil Tehsil Tehsil STATUS N E E N E N N SIZE 20 20 30* 9 9 9 20
Point Hind Super Store Dolphin Store Raju Sweets Babar Sweets Raj Kumar Tea Stall Yadav Sweets
S. NO. 1. 2. 3. 4. 5. 6. NAME OF OUTLET Goyal Archna Cosmetic Rohi Prov. Store Setty Electronics Gandhi Communication Bala Ji Cold Drink LOCATION F Block E Block, Nagar Nigam K Block, Shiv Mandir C Block F Block Hapur Road STATUS E N N N E N SIZE 9 9 9 20 9 _
M AL I W A D A
S. NO. 1. 2. 3. NAME OF OUTLET Kwality Store Pavitra New Dharm Dairy LOCATION Mali Wada Mali Wada Nehru Nagar STATUS E N N SIZE 20 9 9
S. NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. NAME OF OUTLET Good Morning Ishu Confectionary Shubham Prov. Store Sona Prov. Store A.K Confectionary Lalit Pan Shivam Chodhary Dept. Store Vandhna Store Tirupati Balaji Prov. LOCATION Shastri Nagar Shastri Nagar Mahindra Enclave Mahindra Enclave Main Road Shastri Nagar Mahindra Enclave Shastri Nagar Mahindra Enclave Mahindra Enclave STATUS E E E N E E E E` N N SIZE 9 9 9 9 9 20* 30* 30* OYA OYA
S. NO. 1. 2. 3. 4. 5. NAME OF OUTLET Vidatri Kendra Kamak Thok Vikreta Gova Confictionary Chacha Dish Gorav Prov. Store LOCATION Ashok Nagar Nehru Nagar Ashok Nagar Ashok Nagar Rakesh Marg STATUS E N E N N SIZE 9 9 9 9 20
S. NO. 1. 2. 3. 4. NAME OF OUTLET Fardeen Confectionary Balaji Food Point Fine Chicken Point Prince Beauty Corner LOCATION Ghantaghar Ghantaghar Near Manohar Cinema Ghantaghar STATUS E N E N SIZE 9 9 20 9
11.6: SOME IMPORTANT POINTS
Benefits of installing a Visi cooler:• • • • • Attractive presentation of products. Consumer’s connivances easier access to the product. Increase in sales and income. When consumer see the product he willing to buy it. It fills the consumers want & willingness. The salespersons easily come to knows that what is in the cooler and what would be the demand of the retailer. Benefits of install a cooler outside the outlet:-
• • • • • • •
Larger income. More consumers will buy beverages from shop. JO DIKTA HAI WHO BIKHTA HAI. Increase in selling space. Outside Outside cooler outlet, arouses it more consumers’ amount interest of and increase sales through good beverage exposure. enlarges the consumers visiting outlets. Easier access to chilled product triggers the consumers purchase impulse. Effective use of shop space. Attractive and convenient form of beverage presentation. Complimentary installation and services.
Cooler installation process:Company set the coolers in a systematic way the way is following. • To examine the prime position of Visi cooler outside the outlet.
Night cover for the cooler. After establishment of the guarder than cooler set When cooler has been set in guarder than the price communication on cooler tray & set the trays properly in coolers.
• • • •
When the cooler is properly installed at outlet after it is charged by Coke products follow the brand order. We also set the menu boards with combo on e & d outlets. On small convenience outlets we put their also hanging rack. Set up warm display on outlets. Benefits of setting up menu boards with combo:-
Transaction value increases (meal + beverages) and as a result, raises trade turnover and income. Attractive offer for the consumers. Combo visualization shortens consumer’s decision making time. Chosen Seeing meals “saving” purchase suggestion makes dish
• • •
preparation and sales planning easier. communication consumers perceive combo as promotion and buy them more willingly. Combo price is prominently visible to the consumer.
Benefits of setting up hanging rack • • • • • Easier access to product for consumers. Easier product merchandising. Product in order and visible. Selling space enlargement using small outlet space. Placed on consumers route will trigger impulse so that a lot of consumers will buy beverages in soaps thus increasing transaction value. Benefits of setting up warm display • • • Attractive presentation of products in coolers. Consumer’s connivances easier access to the product. Increase in sales and income. When consumer sees the product he will be willing to buy it.
products. It fills the consumers want & willingness. Seeing “saving” communication consumers perceive display as promotion and buy them more willingly.
C o c a Co l a I n d i a Myenjoyzone Beverage Marketing Beverage Digest
BOOKS • • Company’s monthly circulars AC Neilson research papers
Questionnaires Work Formats Sales Presenter Drafts Cash Bills
• • •
APPENDIX – 1
Questionnaire for Existing Outlets:
Hindustan Coca Cola Beverages Pvt. Ltd.
Disclaimer:This survey is being carried out to in compliance of the course curriculum of the Summer Trainee, by filling out this questionnaire you accept and provide the permission to use the data in the survey. The questionnaire will take 5-6 mins. to fill out (result of the pilot test). Just tick ( in the appropriate questions. ) whichever is applicable
Questionnaire 11 9
Q1. Name of Outlet: Q2. Location: Q3. Life span of business: Q4. Total revenue per day: Q5. Criteria no.’s (7 criteria’s for a new outlet) of the retailer. Q6. Type of Outlet a. Grocery Store Outlets d. Convenience store T2 e. Juice Corner T1 b. Medical Store c. E & D
Q7. Deal with beverages, packaged juices and packaged water a. Yes b. No c. Not all
Q8. If yes, which brands? a. d. Pepsi Dabur b. Coco cola e. Any others c. Parle
Q9. Retailers VPO (Volume Per Outlet) a. other Q10. How often do u order? 12 0 Coke b. Pepsi c. For
Q11. If you do business with Coke, give reasons for keeping it. a. Brand Value scheme c. e. High Demand High Profit Margin Quality g. Any Other d. f. Good Supply Good Service b. Better
Q12. Any problem do you face while doing business with a Coke. a. Timing & Frequency of Van ability c. Sales man’s attitude f. Delivery man’s professionalism h. Any Other d. Daily in orders e. Complete information & daily schemes b. Sales man’s
Suggestions, if any:-
Dated: - …/…/2009
Questionnaire for New Outlets:
Hindustan Coca Cola Beverages Pvt. Ltd.
Disclaimer:This survey is being carried out to in compliance of the course curriculum of the Summer Trainee, by filling out this questionnaire you accept and provide the permission to use the data in the survey. The questionnaire will take 5-6 mins. to fill out (result of the pilot test). Just tick ( ) whichever is applicable in the appropriate questions.
Questionnaire Q1. Name of Outlet:
Q2. Location: Q3. Life span of business: Q4. Total sale per day:
Q5. Criteria no.’s (7 criteria’s for a new outlet) of the retailer? Q6. Type of Outlet a. Grocery Store Outlets d. Convenience store b. Medical Store e. Juice Corner c. E & D T1 T2
Q7. Reasons for not doing business with Coke? a. Never approached by the company b. c. e. g. Profitability Competition from the near by outlet lack of space in shop i. Any other d. f. h.
Less Demand Company Policies Distribution system Non Suitability
Suggestions, if any:-
Dated: - …/…/2009
D / STL
New Outlet Opening – 2009(Tracker) Target
rea / Location
S. G. A
Date of IceOpenin Box g Type K P ODate Bill No. Type of refrigera Estimat tored VPO + Size Channe Ko l PEP J OWN Sells u Chips s PEP t Cooling Equipm T Ko ent i c Pepsi k Own Locati / ( on Area ) Criteria NO. (1 To 7) Contact No. Distribu tor Outlet Addres Name s
Em pty Sta tus
MD / STL
New Outlet Opening – 2009(Tracker) Contact S. no
Area / Location