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(RIGHT EXECUTION DAILY)
Project Report For Hindustan Coca-Cola Beverages Pvt Ltd. Panki Industrial Area, Dada Nagar Kanpur Under guidance of
Mr.Dheeraj Agarwal GOWTHAM (Sales Team Leader)
INSTITUTE OF ADVANCED MANAGEMENT & RESEARCH GHAZIABAD COCA-COLA ENTERPRISE INC.
Type Founded Headquarters Chief Executing Officer Chief Financial Officer Industry Revenue Operating income Net Income Employees
: : : : : : : : : :
Public 1886 Atlanta Georgia USA John Brock William W Douglas Beverages $19800 billion USD $1.495 billion USD $1.143 billion USD 73000 (approx)
CERTIFICATE FROM THE GUIDE
This is to certify that project titled “ IMPACT OF RED” in Kanpur city for “HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based On live Project study conducted by HRISHI SHARMA at Kanpur during his tenure as a summer trainee with us and in our guidance.
DHEERAJ AGARWAL (Sales Team Leader)
I would like to express my heartiest gratitude to Mr.Shitala Singh(Area team leader HR) Hindustan Coca-Cola Beverages Pvt. Ltd. for given me an opportunity to associate myself to the world’s largest soft drink Co. Carry out my project titled RED survey. I would like to thank Mr. Manish Pundeer(Area Sales Manager) to recommending my name for the summer trainee.
I am sincerely thankful to Mr.Dheeraj Agarwal (Sales team leader) under whose guidance I have successfully completed this project. I think him for his consent, encouragement, and warm response and for filling every gap with valuable ideas that has made this project successful.
I also thankful to outlet holders to whom I visited for their support, information, cooperation, advice to complete my project detail. I would give my sincere thanks to staff and members of HCCBPL.
HRISHI SHARMA . It is a privileged to express my sincere thanks to our honorable Placement officer Mrs. Kriti Priya Gupta for giving sound marketing concepts which helped me in writing for this Project. Ajay Singh & our faculty of Research Methodology Mrs.84 I wish to express my heartiest gratitude to our Director Mr. Hanuman Sharma for giving me useful guidance for summer internship. I would like to thank our Head of Marketing Department Mr. . Palkie Viz for giving me an opportunity to undergo this project.
84 INDEX CHAPTER 1-INTRODUCTION CHAPTER 2.RED (Right Execution Daily) Objective of study Scope of study RED Concept CHAPTER-3 Company Profiles History of Coca cola Cocacola in India CHAPTER-4 Industrial Profile Soft drink Industry In India Coca-Cola in India Vision of coke in India Mission of coke in India CHAPTER-5 Product Profile Different brands of the Company Brand Tagline Brand Ambassadors Detail of Brands CHAPTER -6 Competitive Areas .
84 Competitive area among Coke & Pepsi Advertising Brand ambassadors & TV Commercials Promotion by the company CHAPTER -7 Marketing Department Marketing department Distribution Network Sales promotion techniques of the company Criteria for providing free chilling equipment S.A providing company CHAPTER-8 Methodology Research methodology PGP Plan Pre Sale Concept CHAPTER -9 Hypothesis Test of hypothesis Swot analysis Push & Pull Strategy CHAPTER -10 Conclusion Conclusion Findings Facts Suggestions CHAPTER -11 Questionnaire QUESTIONAIRE .G.
INTRODUCTION .84 Declaration References 1.
84 2. Coke. Sprite. The study helps to know the distribution and marketing strategy of the company. To find out available opportunities in the market by finding gaps in competitors penetration. The next objective of this projects is to advertise the various Products of the company. To find out the present status of ThumsUp. To collect data from retailers for the activation of new channels. Maaza at the retail outlets in the area. Limca. . To study the receipting of brand among retailers. RED (Right Execution Daily) 2. Fanta. RED (RIGHT EXECUTION DAILY) OBJECTIVES OF STUDY The main objective of this RED project is to increase the sales of the company.
SCOPE OF THE STUDY By this study company can know its growth.84 Find out ways to increase sales new launches to different channels. This study helps the company to know their actual position in the market. To enhance the market share of the company. The study also helps in the evaluation of the market developer. This study ensures the availability of the product in the market. . RED helps to maintain the outlets in a well designed way to attract the consumers. To study the presale concept of the coke. RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company.
For this company has hired Ac Nielson & co. It is a survey method for the company to know their position in the market. RED is a set of norms divided into outlet wise. To check the activation in various outlets. To check the branding order of the various products in the cooler. ABOUT RED To check the availability of the visi cooler provided by the company to the retail outlets for their products. The survey gets done once in a month. Survey has done in the four topics Impurity Brand Order .84 RED CONCEPT RED stands for Right Execution Daily.
Therefore not other product of any other company may not be in the cooler. The order should be in such a way Thumsup Coca cola Sprite Limca . BRAND ORDER The company has given a brand order to the market developers to arrange the different brands in a specific order in the cooler. Impurity here refers to that brand which is presented in the visi cooler other than coke’s product.84 Availability Activation IMPURITY There should be no impurity in the visi cooler of the company.
Table tops . According to this market developer has to ensure the availability of the products in the particular outlet. Activation Elements . flanges. Combo boards.It helps to attract the customers. it is done through the Glow sign.84 Fanta Maaza Kinley Pet & Juice AVAILABILTY Availability is done according the type of outlet.This boards usually gives to the E&D outlets . There are four type of outlet mentioned below. Rack with header is provided to the grocery stores. DPS. ACTIVATION Activation is important because it helps to boost the sales of the company.
SHELF DISPLAY SHELF DISPLAY DISPLAY OF RACK VISI COOLER .84 Market developer must ensure that all these activation elements must available at all the outlets. WARM DISPLAY RACK 2. Detail of activation elements must available at GROCERY STORES: 1.
MENU BOARD OR MENU CARD OPTIONAL ELEMENTS:1. FLANGE 3. FLANGE OR STANDEE 3.84 OPTIONAL ELEMENTS:1. FLANGE OR STANDEE OR GSB 3. SIX MOBILE HANGER 4. STANDEE 2. WARM DISPLAY RACK OR 1 TIER RACK 2. VISI COOLER BRAND STRIP ACTIVATION ELEMENTS FOR E&D:1. COMBO STANDEE 2. TABLE TOP RACK 3. WARM DISPLAY RACK 2. BRANDED TABLE MAT 4. TABLE TOP DISPLAY . AERIAL MOBILE HANGER OPTIONAL ELEMENTS:1. TENT CARD ACTIVATION ELEMENTS FOR CONVENIENCE:1.
84 2. VISICOOLER BRAND STRIP TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria Volume Channel Income group VOLUME There are four types of outlets according to the volume of sales of the outlet- Diamond Gold Silver Bronze - 800>C/s & above 500-799C/s 200-499C/s <200C/s .
It includes all kirana stores.cold drink stall.juice stall. provision stores etc. supermarkets. The channels provide an opportunity for penetration as it propels home consumption. departmental stores.2 liter and 300ml (B) EATING & DRINKING CHANNEL 1 . Necessary Availability .84 1. Types Of Outlet (Channel) (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items.
Bars and Pubs . (D) CONVENIENCE CHANNEL Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes.Sweet shops .Quick service restaurants (C) EATING & DRINKING CHANNEL 2 It includes minimum 5 set table & chair outlets.Restaurants .84 Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. It covers STD/ISD phone .Dhabas . mint. It includes . These outlets offer multiple Opportunity to effect sales as people usually order something to drink along with food. confectionary.
They may also sell 600ml.84 booths. INCOME GROUP According to the income group of the area Low Medium High Market Segmentation models CHANNEL CLUSTER Based on consumption occasion . travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles.
Sprite. display & Brand Order Compliance Under RED market developer has to ensure that shopkeeper must display all products. Kinley (mineral water & Soda water).e. Limca. Display may be in the form of Shelf Display. MinuteMaid Pulpy Orange.84 Visi-cooler position. Fanta. Thumsup. Maaza. All products must be displayed in brand order i. . Coke. Table Top Display etc.
Visi-cooler 2. Activation Elements TOTAL These 100 points are distributed in various Parameters explained in the following table: . Availability 35 points 40 points 25 points 100 points 3.2C/s 4C/s 7C/s 9C/s 20C/s 30C/s Chest4C/s 10C/s> above RED SCORE TRACKING The performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters: 1.84 TYPES OF VISI COOLER/CHEST Cooler .
D G S D G S D G S 4 10 3 2 10 6 35 4 10 3 2 10 6 35 4 12 22 4 8 16 10 6 4 4 16 10 4 40 10 10 5 4 10 3 2 10 6 35 4 10 3 2 10 6 35 4 10 3 2 10 6 35 4 25 25 14 10 10 4 5 5 13 3 4 10 3 2 10 6 35 4 10 3 2 10 6 35 18 4 13 3 4 10 3 2 10 6 35 18 4 14 4 Is a coca cola cooler present Is the cooler as per standard 4 Is the cooler in prime location 10 Is the visicooler in a working condition 3 Is the visicooler light working 2 Is the cooler 100% pure 10 Is the cooler brand order compliant 6 Total 35 Can RGB-CSD RGB-Maaza Mobile-CSD 16 Mobile-Maaza 4 LARGE PET-CSD 16 LARGE PET-Maaza 4 TP-Maaza Total 40 W arm Display Rack 10 Is the rack pure and charged 10 Shelf Display 5 Crate display with wrap Flange/Standee/GSB/ DPS board/Flex board Aerial Mobile Hanger Menu board/Menu card Combo communication Branded table mat/table vinyl Total 25 25 2 2 40 40 40 40 40 40 40 8 10 10 10 7 5 5 5 5 5 5 5 10 10 10 5 5 15 15 15 5 5 25 25 25 25 25 25 25 .84 RED Scoring Sheet RED 1 2 3 4 Visicoole r 5 6 7 1 2 3 4 Ava ila bility 5 6 7 8 1 2 3 4 5 Activa tion 6 7 8 9 Pa ra m e te r Groce ry E&D Conv.
Scoring is done out of 100 marks and they have been further divided in 3 components 1.84 MY ROLE IN PROJECT “RED” • IMPLEMENTATION – First and foremost task for me was to implement the project in the given area with the support of MD’s (MARKET DEVELOPER).50 points . I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution.30 points 2. Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher officials of the organization. AVAILABILTY . VISI COOLER . Various norms for different outlets had been fixed but their implementation was very important. I did scoring on the scoring sheet. The scoring sheet was provided on the basis of which scoring can be done.
If I could solve them then I reported them to my company guide. • FINDING LOOPHOLES – Finding loopholes in the system like absence of co-ordination between MD’s and SALES TEAM and report to higher officials (Mr. Dheeraj Agarwal) and DGM (SALES). .I also need to give company weekly availability report of various brands. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance. • AVAILABILTY . ACTIVATION – 20 points • MARKET AUDITING (TRACKING PERFORMANCE) – Tracking performance of the MD of corresponding area was also my responsibility.84 3. • BRAND CONTACT - I had to interact regularly with shopkeepers to know their grievances and solve them. else he suggested me the alternatives.
carbonated water was teamed with the new syrup. consumers could enjoy a glass of Coca-Cola at the soda fountain. The name and the product mean so many things to hundreds of Millions of consumers around the globe. That's a long way to come after such a modest beginning. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy.Pemberton concocted a caramel-colored syrup in a three-legged 1886 brass kettle in his backyard. John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta.. May . Georgia. Whether by design or accident. COMPANY PROFILES HISTORY OF COCACOLA The world has changed in many ways since pharmacist. Coca-Cola products are served more than 705 million times every day.. producing a drink that was proclaimed .84 3. quenching the thirsts of consumers in more than 195 countries in every climate. For five cents.
Within four years." Dr. Red has been a distinctive color associated with the No.In January "Coca-Cola" was registered in the U. Candler had acquired complete ownership of the Coca-Cola business for $2.Sales of Coca-Cola averaged nine drinks per day. who would be president for six decades.84 "Delicious and Refreshing. Robert Woodruff. Frank M. in the unique flowing script that is famous worldwide today.300.The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. Patent office.3 Million Coke's sold per day. 1886 . 1923 . Robinson. Dr. 1919 . " " is the worlds most recognized trademark. That first year.Atlanta entrepreneur Asa G. 1 soft drink brand ever since. Pemberton was forced to sell because he was in a state of poor health and was in debt. Woodruff's leadership took the business to unrivaled heights of commercial . " ".The Coca-Cola Company was sold to a group of investors for $25 million.S. Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. shipped in bright red wooden kegs. 1891 . 1917 . He gave Coca-Cola to his son. Pemberton's partner and bookkeeper. 1893 . suggested the name and penned. Pemberton sold 25 gallons of syrup.
Mr. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1927 .6 Million Coke's sold per day. 1971 .The song "I'd like to Buy the World a Coke" was released. Eventually. it was also slightly .84 success. an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa. The new formula was a sweeter variation with less tang. During the Woodruff era.The two liter bottle was introduced. making Coca-Cola an institution the world over. 1950 . Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson.The first Coca-Cola radio advertisement. he supplied 5 billion bottles to the service. He said that costs and location did not matter.Advertising on on the television began. 1985 . They stumbled onto a new formula in efforts to produce diet Coke. requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. 1961 .Diet Coke was introduced in July. They put forth 4 million dollars of research to come up with the new formula.Sales of bottled Coca-Cola surpassed fountain sales for the first time.The Coca-Cola Company made what has been known as one of the biggest marketing blunder. and during that same year the company also introduced plastic bottles 1982 . 1978 . 1925 . 64 plants were set up during WWII. 1928 . 1943 On June 29.Sprite was introduced.
Each percentage point lost or gain meant 200 million dollars. Coca-Cola management had to decide: Do nothing or "buy the world a new . which were all answered and each person got a coupon for the new Coke. many said that they were considering switching to Pepsi. The change was announced April 23. 1985 at the Vivian Beaumont Theater at the Lincoln Center. the eight hundred number was being jammed by six thousand calls a day. The factor that influenced the change was that Coke's market share fell 2. Most of the callers were shocked and/or outraged. one thousand calls a day were flooding the company's eight hundred number. Within six weeks. The change to the world's best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.5 percent in four years. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Some two hundred TV and newspaper reporters attended this very glitzy announcement. The company also fielded over forty thousand letters. Roger Enrico. This was the first flavor change since the existence of the Coca-Cola company. Within a week of the change. to declare the victory.84 smoother. Many American consumers of Coca-Cola asked if they would have the final say.S.
This was said to be a classic marketing retreat. 1993 . The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude.The Summer Olympics will be held in Atlanta. eighty-seven days after the new Coke was introduced. Another large accomplishment that the Coca-Cola has. donations and contributions. For more than 65 years. the old Coke was brought back in addition to the new one. This was greatly due to dropping market share and consumer protest. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market.Coca-Cola exceeds 10 Billion cases sold worldwide. 1985 . Coca-Cola has been a sponsor of the Olympics. 1996 . the home of Coca-Cola. They decided to develop the new formula. CSR (COMPANY SOCIAL RESPONSBILITY) One great earmark that the Coca-Cola Company has is helping the people of Atlanta. The market share fell from a high of 15 percent to a low of 1. They accomplish this through scholarships. Georgia.4 percent. hotlines. is being the first company to make and use recycled plastic bottles. The comeback of old Coke drove stock prices to the highest level in twelve years.84 Coke". This was said to be the only way to regain the lead on the cola wars. .July 10.
Goldspot. coke picked by five brands Thums up.Coke India record 1800 crore soft drink makers is prominent. Citra. BENCHMARK . limca.Cocacola entered in India market after 16 years from Hathras Dec 1993.Cocacola became the undisputed leader of the Indian soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore.84 JOHN PEMBERTON COKE IN INDIA Despite the formidable track of its parent $18 billion giant in Atlanta USA. Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment.
Business week magazine ranks Cocacola on 4th position in Indian FMCG industry. INDUSTRIAL PROFILE SOFT DRINKS INDUSTRY IN INDIA . 4. Cocacola enjoys approx 60% market share in Indian beverage industry.84 Cocacola ranks no.1 brand in the world by the business world survey followed by companies like Microsoft and IBM. Cocacola is the market leader in the whole world in beverage industry.
INTIAL DIFFICULTIES From a historical standpoint. Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980’s. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. Coca-Cola’s past venture in India had ended on bad terms with the Indian government .84 BEVERAGES Alcoholic Non-Alcoholic Carbonated Non-Carbonated Cola Non-Cola Non-Cola Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is known as the “Beverage Battlefield” in India. However during Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market.
While political and legal factors produced problems for Coca-Cola and Pepsi. the All-India Anti-Imperialist Forum called a boycott on goods from America and India. but also could’ve created advertisement campaigns to address the situation. Both companies heavily participated in the . Parle invested a great deal into their leading brand. management perhaps could’ve done more to not only attempt to predict the backlash from Indian consumers due to the war. In 2003. when the United States and Britain invaded Iraq. Indian’s protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. Thums Up. both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening.84 when they refused to offer up their trade secrets. Parle. While the war was beyond control for these two companies. and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. During the absence of foreign investment in the soft drink industry in India a local company. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened. became the market leader.
PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. This move allowed both companies to offer products that were affordable to the target market in India but also encouraged more Indians to consume Pepsi and Coca-Cola products. the idea of getting people to spend what little they have on a soft drink could be quite a stretch. Pepsi reduced their prices as well. but instead made the right move by making advertisements to specifically target their foreign market. and celebrities to endorse their products. However Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. athletes. Because India is a country where people are known to live on very little a day. . The companies also produced television and print advertisements that linked important Indian themes to their products by “building a connect using the relevant local idioms” Coca-Cola and Pepsi both utilized popular Indian sporting events.84 cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. Both companies could’ve made the mistake of using American celebrities or already made American commercials to advertise their products in India. One such barrier was the affordability of products for Indians. To compete competitively in the market.
Maaza.84 Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Limca. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Citra and Gold Spot provided not only physical manufacturing. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21). Coca-Cola returned to India in 1993. cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. After a 16-year absence. bottling. COCACOLA IN INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. . and distribution assets but also strong consumer preference. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks.
The complete manufacturing process had a documented quality control and . Shock energy drink and the powdered concentrate Sunfill hit the market. diet Coke. CocaCola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume. making it one of the country’s top international investors.000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contractpackers to manufacture a range of products for the company. From 1993 to 2003. and quality. profitability. 750 crore) between September 2002 and March 2003. Sprite and Fanta.Cola.84 Leading Indian brands joined the Company's international family of brands. Coca-Cola invested more than US$1 billion in India. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. In 2000. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.24 Coca-Cola India produced its beverages with 7. the company launched the Kinley water brand and in 2001.22 By 2003.23 Encouraged by its 2002 performance. including Coca. plus the Schweppes product range.
COCACOLA :VISION Provide exceptional strategic leadership in Coca-Cola India System resulting in consumer and customer preferences and loyalty through Coca-Cola’s commitment to them and in highly profitable Coca cola branded beverage system. Coke indirectly created employment for another 125.000 retail outlets serviced by a fleet that includes 10ton trucks. and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.000 Indians through its procurement.25 In addition to its own employees.84 assurance program including over 400 tests performed throughout the process The complexity of the consumer soft drink market demanded a distribution process to support 700. and distribution networks. open-bay three wheelers. supply. COCACOLA:MISSION Create consumer products services and communications customers service and bottling system strategy process and tools in order to create competitive advantage and deliver superior value to- .
Indian society in form of contribution to economic and social development. fruit juices and bottled mineral water. The Company is . Bottlers as an opportunity to make reasonable to grow profits and value added Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork. Consumers as an opportunity to grow profit through the use of finished drinks. flexible business system and continuous improvement.84 Consumers as a superior beverage experience. PRODUCT PROFILE DIFFERENT BRANDS OF COMPANY The Coca-Cola Company offers a wide range of products to the customers including beverages. 5.
either complete new products or new ways to bottle or pack the existing drinks.84 always looking to innovate and come up with. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL: • In the Cola Section: • In the Lemon Section • In the Orange & Apple section: .
84 • In the mango section: • In the juice section : • In the Soda Water and Bottled Mineral Water section: .
Seedhi baat no bakwaas .clear hai Fresh ho jao Go bite Bina guthli wala aam BRAND AMBASSDORS Thumsup Cocacola Sprite Fanta Limca -Akshay Kumar -Aamir Khan -Shahrukh Khan -Genelia D’souza -Riya Sen .Taste the thunder .Open happiness .84 BRANDS TAGLINE Thumsup Cocacola Sprite Limca Fanta Maaza .
COCACOLA This is the worlds most famous & old brand. It has cola flavor. This brand is specially liked by teenagers & youngsters. The competitor on the cola category is Pepsi. Mostly like by the youngsters specially boys. SPRITE This brand is the one of the fastest growing brand in the country. Jan 09 report of “The times of India” claims sprite to be the second brand in sales after Thumsup Competitor : 7up & Mountain dew . The competitor of the brand on same category is Pepsi. Thumsup is the highest selling beverage brand of India.84 ABOUT BRANDS THUMSUP It is the leading brand of the company. Sprite is liked by all age groups & people.
Competitor: Slice. This is very popular drink among females.84 LIMCA Limca is cloudy lemon in flavor. Competitor : Tropicana KINLEY .This is a family drink. Competitor : Nimbooz FANTA Fanta has two flavors apple & orange. Parle’s Appy fizz MAAZA This has mango flavor. Competitor: Mirinda. Maaza is popular among children and women. This is very unique in this category .It has white in color.This contains no sugar & added flavor . frooti MINUTE MAID pulpy orange This is orange juice .
Competitor : Aquafina. Bisleri PACKAGING DETAILS PACK 300ML 200ML 250ML 2 LTR 600ML 1.84 This comes in two variety-mineral water & soda.2 LTR 1 LTR MAAZA COKE THUMS UP FANTA SPRITE LIMCA SODA YES NO NO NO YES NO NO NO YES NO YES YES YES YES NO YES YES NO YES YES YES NO YES YES NO YES YES NO YES YES NO YES YES YES NO YES YES NO YES YES NO YES YES NO YES . Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people.
84 NUMBER OF BOTTLES IN A CASE PACK 300ML 200ML 250ML 2 LITRES 600ML 1.2 LTR 1 LTR NO.OF BOTTLES IN A CASE 24 24 24 9 24 12 6 .
A number of new players have entered fruit/vegetable juice and bottled water. to emerge as the third ranked company in 2006.84 6. with new technology coming into cricket from coverage to sports gear to day/night versions of the game. While cricket had always been the most popular sport in India. Parle .Bisleri Ltd has steadily gained shares from the carbonates giants over the review period. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice. it was set to acquire the status of a religion in the sub-continent. with manufacturers turning their attention towards these healthier beverages. both maintained a comfortable lead over the other manufacturers. vying for a slice of the growing pie. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006. but also signing up top performers early such as Sachin Tendulkar . as consumer interest continues to surge forward. COMPETETIVE AREA Competitive area among Coke & Pepsi Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India. as a result of the growing health concerns caused by the aftermath of the pesticides controversy. followed by PepsiCo India Holdings Pvt Ltd in 2006.
and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them. The distribution network of Coca cola had 6.5 lakh outlets across the country , which the company is planning to increase to 8 lakhs . On the other hand Pepsi Co's distribution network had 6 lakh outlets across the country which it is planning to increase to 7.5 Lakh .
ADVERTISING Advertising is a non promotion of goods & services by sponsor who can
identified and who has paid for his communication. Their purpose of advertisement is to sell something goods or services,idea ,person or place.
BRAND AMBASSDORS & TV COMMERCIALS
COLA WAR (neck to neck) Bollywood rising stars Asin (left) for Pepsico’s Mirinda,Genelia D’souza (Right) for cocacola’s Fanta
Tennis star Sania Mirza for Sprite
Bollywood star Aamir Khan for Coke
Bollywood star Akshay kumar for Thums up
Sprite “seedhi baat” TV add
Limca “fresh ho jao” TV add
84 Minute maid pulpy orange TV add Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite .
84 PROMOTION BY THE COMPANY Promotional strategy during IPL matches Lucky Coupon Dinner with kings XI Punjab Sprite “kholega toh bolega” IPL Season 2 Riding on the passion of T20 cricket amongst consumers. Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition ‘Sprite Kolkata Knight Riders’ bottle. Brand Sprite. The .
To create awareness about ‘Kholega Toh Milega’ digital initiative. . Complimenting the innovation. company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players. Independent research reports have shown. consumers also get a chance to win a Nokia mobile phone every hour. the company had launched a mass media campaign featuring Shahrukh Khan. Combining this key insight with the passion of T20 cricket. owner KKR. The entire initiative was applicable RGB and also on all PET packs of Sprite.84 latest initiative was a part of brand Sprite’s larger consumer engagement program to leverage the second season of DLF IPL. 2009. Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia. In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. out of the 230 million mobile phone users in the country. Lucky consumers get oncein-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition. to be telecast on all the leading TV channels across India. the youth continues to be the largest users of mobile phones.
84 PROMOTION DURING OFF SEASON Limca Launches ‘Laptop Ki Barish’ Consumer Initiative Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally.25. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days. 2 & 2. internet and laptops amongst soft drink consumers and would run from 1st August to 14th September. 600 ml 1. The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS). 1. 300ml returnable glass bottles (RGB) and also on 500 ml. As part of the under the crown initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones. The initiative is applicable to 200ml. 2009 .25 liters PET bottles of Limca.5.
MARKETING DEPARTMENT Marketing Team at Kanpur .84 7.
P) Sales and Distribution Operations Distributors Outlets Outlets CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION .84 Manufacturing Plant. KANPUR (H.
. It also leads to low costs. and every salesman is assigned to one particular route.Plant Warehouse --.Retail Shelf --.Distribution Warehouse --. A typical distribution chain at HCCBPL would be: Production --.Retail Stock --. A detailed and wellorganized distribution system contributes to the efficiency of the salesmen. higher sales and higher efficiency thereby leading to higher profits to the firm. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it.Consumer The customers of the Company are divided into different categories and different routes.Depot Warehouse --.84 DISTRIBUTION NETWORK HCCBPL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. which is to be followed by him on a daily basis.
SGA PROVIDING COMPANIES • Whirlpool India Limited • Godrej Appliances • Western refrigerator limited • Rockwel Industries . If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridger is provided by the company.84 Criteria for providing free chilling equipment An ice box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided. A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler.
• RED scoring sheet • Area of Survey-Yashoda nagar.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers.Shyam nagar.Koyla nagar.Kidwai nagar .84 8. RESEARCH METHADOLOGY The research includes the study which was descriptive in nature. The study includes two methods(a)PRIMARY (b)SECONDARY Primary includes the following ways• Observation • Experiment • Survey Here we include the primary method of survey Research Instruments• Questionnaire-A printed questionnaire was their to make the survey.
84 Sampling plan • • • • Sampling unit .Govind nagar.Retailers survey SECONDARY DATA.Owners of the retail outlets. Sampling size. AREA. Yashoda nagar. Arya agar.For the secondary study data was not available so it is taken from company records.250 outlets Sampling procedure-Random sampling Sampling method. Naveen market. Kidwai nagar SIZE OF VISICOOLER IS PRESELLING IS GOOD OR THERE IS SOME GAP .
84 HOW MUCH HAS THE VISIBLE PRODUCT? LEADING BRAND OF COCACOLA CHANNEL OF COKE .
84 OUTLET BELONG TO WHICH CLASS INCOME GROUP MARKET SHARE .
84 DIVISION OF MARKET division of m arket 20% 50% 30% COKE PEPSI OTHERS RETAILER FAMILIAR WITH PROJECT RED .
• The product knowledge means the knowledge of every product and its variants offered by the company• The Process Knowledge means the knowledge about the distribution of the product and its variants from the sales depot to the different retailers of the city. Route Riding means to visit different outlets on the commuting vehicle (vehicle which carries coke product from depot to different outlets) along with salesman. By the route riding it is very easy to grasp and understand how the cola market actually works.84 Project RED is a live project. which can be described as follows. Retailer’s grievances were best know with the help of route riding through personal interaction. Also with route riding any one can know about the sales status of an outlet on a daily basis. . Kidwai nagar.KANPUR. To ensure effective and fruitful implementation of the campaign. Later stage: This stage comprises of the serious implementation of the project RED in the area of Yashoda nagar. Route riding elaborated the factors influencing the cola market and provided the information about the competitor’s strategies and schemes which they offer to the retailers in order to gain advantage. The actual knowledge about the product and the process was attained with the help of Route Riding. It can broadly be classified in two stages. Initial Stage:This stage comprises of Product Knowledge and Process Knowledge.
D. The first step involved in this stage was to select the outlets where the campaign has to be implemented. Visiting the outlets clearly showed the picture of the market situation prevalent in market.D. where the project has to be implemented.J.84 market developers (M.P. The P. The outlets are selected on the basis of some parameters like annual sale of the outlet. space available at the outlet etc. which are already discussed above.. The visit to all the outlets of that area helped in revealing its market condition.P.E. type of the outlet.D. PRE SALE CONCEPT . Market Developers carried the responsibility to handle all the activities under the R. plan is a day wise schedule of a market developer which contains the names of the outlets to be visited by him coming under the campaign R.) (2) PJP PLAN (P.) were appointed by the company. campaign. plan):.E. Outlet volume Channel cluster (1. Total available market was mainly segmented on two parameters. After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole.J.
By this company can easily implement the RED concept in better way. In this concept company takes order one day before and then delivers the product to each route. The Company can display its products in proper way so that customers can attract towards it. So this gives more time to market developer to assure RED. Presale concept makes assure of more availability of the products in the market.84 This is a new concept by the company. . This concept has so many advantages This gives more time to the market developer for the activation & branding purpose. This concept is easy in processing. By this concept market developer can arrange the product in better way.
(C) Let the level of significance is(α)= 5%In testing the hypothesis since the test is two tailed is Z=+-1.96 TEST FORMULA Z= P1-P2 √PQ[1+ 1] n1 n2 P= n1P1 +n2P2 n1+n2 Q=(1-P) where . (B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.84 9 .HYPOTHESIS Hypothesis (A) Null hypothesis (H0 ):The coke has more consumption then Pepsi.
. So the null Hypothesis is accepted.84 P-Total population proportion of Coke & Pepsi P1-Sample proportion of coke P2-Sample proportion of Pepsi n1. (B)Alternate Hypothesis (H1): . (C)Let the level of significance is(α)= 5% which the hypothesis is tested.96.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted. 2)Hypothesis (A)Null hypothesis (H0 ):The market share of coke is higher then Pepsi. The market share of coke is not higher then Pepsi.sample size of Pepsi After calculated value is Z=1. CONCLUSION –The coke product is more consumption then Pepsi.sample size of coke n2. FORMULA Z= P*-P √P(1-P) n P=Sample proportion P*=Population proportion n=sample size The calculated value is less then value calculated from the table that is 1.
84 CONLUSION.The Market share of coke is higher than Pepsi 3)Hypothesis (A)Null hypothesis (H0 ):Presale is good for the company. Conclusion – Presale is good for the company. FORMULA Z= P*-P √P(1-P) n P=Sample proportion P*=Population proportion n=sample size The calculated value(1.96 hence hypothesis is accepted.56) is less then the value calculated from the table that is 1. STRENGTHS:• DISTRIBUTION NETWORK: The Company has a strong distribution network consisting of a number of efficient salesmen. (B)Alternate Hypothesis (H1): Presale is not good for the company (C)Let the level of significance is(α)= 5% which the hypothesis is tested. . SWOT ANALYSIS 1.
which minimizes wastage of both time and resources. are apprehensive about Coca-Cola products from India.000 retail outlets and 8000 distributors.3 billion times per day.84 700. • STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand. People all over the world enjoy coca cola products more than 1. people abroad.Therefore. leads to lowering of costs. from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles. 2: WEAKNESSES: • LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide thereby making the export levels very low. .45billion. The distribution fleet includes different modes of distribution. marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations. It was estimated that the Coca-Cola brand was worth $70. • COST OF OPERATIONS: The production. In India. there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including CocaCola .
• EXPORT POTENTIAL: The Company can come up with new products. this includes a 42 per cent share of the cola market. chiefly led by Limca. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India. the Company finds it very difficult to invest in technological advancements and achieve economies of scale.84 • 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 restrictions and ‘red-tapism’. • HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per capita income thereby causing . like Maaza etc and export them to foreign nations. which are not manufactured abroad.1 per cent market share.1 per cent share of the soft drinks market. Other products account for 18. 3: OPPORTUNITIES: • LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.
84 an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales. • SLOWDOWN IN RURAL DEMAND: Low per capita disposable income.If consumers shift onto imported beverages rather than have beverages manufactured within the country. • CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing preferences of the consumers. it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company. large number of daily wage earners. • TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. power problems. the per capita income has increased over the years . this can limit the growth of the Company and pose problems. All these problems might lead to a slowdown in the demand for the company’s products. poor roads. Therefore. . 4: THREATS: • IMPORTS: As India is developing at a fast pace. and inaccessibility to conventional advertising media.
display racks. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors.84 PUSH & PULL STRATEGY PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry. . promote and sell the product to end users i. agency owners and retailers.e. standees. tier racks. mobile hangers and visicooler brand strips. PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL is using flanges. consumers.
With the help of this project company has increased its sale in Kanpur region and also company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location. COLOJK. table top rack. all brands must displayed in brand order i. . sale of the company has been increased.84 10. CONCLUSION RED is a worldwide project of COCA COLA Company. All these elements help the company in increasing the sales because JO DIKHTA VO BIKTA HAI Definitely when sales increase then profits also increases.e. all brands must available. All the activation elements like warm display rack. This project is playing a very important role for the company. standees etc must be available at all outlets come under RED. With the help of this project.
Advertisement materials are not available in the right time at the right place i. Convenience. 2). Improper management is seen as No mechanics visit the outlets despite of Complaints issued by outlet owners 7). 5). According to the demand of outlet owners. E&D. Visicoolers are not placed at their Prime locations in many outlets 8). 6). Many outlet owners express deep in satisfaction towards coca-cola as they do not get any Prize or Cash discount as they receive from other companies. 4).84 FINDINGS 1). Many outlet owners have complains on improperly working visicooler i. Efficient brands of coca – cola are not available in outlets. .e. its cooling Capacity is low or its lights are not working.e. delivery of products are not made available in the outlets. 3). Different Channels like Grocery. Sales people and delivery persons do not visit the outlets on a regular basis.
. Pepsi provides more schemes then Cocacola.84 FACTS The most popular flavor is Thumsup in the whole market. SUGESSTIONS 1. In the off season when the sale is reduced retailers want more schemes. Cocacola is the market leader and Pepsi is the market challenger. Sprite has the fastest grownup brand in the clear lime segment in the recent years. Thumsup has the highest sales from the Coca cola’s side and from the Pepsi‘s side mountain Dew has the highest sales. Aquafina has more sales then Kinley in mineral water segment. Minute maid has not getting good response from the market. Delivery position should be maintained to get good return from the market.
otherwise the consumer may go for substitute. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. 3. so that they may aware with real situation of the market and consumers attitude towards the product. Display material should be provided to the retailers on more regular basis to increase the sales level. 6. containing the trademark and brand name of the company. . menu-cards etc. i. 9. The company should take steps to replace damaged or unsellable CocaCola goods frequently from the retailers. 5. Maintenance work of refrigerator. 8.84 2. For this they can arrange awareness camps in different locations. purity must be improved.e. tablemats. 4. We can provide them beautiful display racks. The Company employees should make direct contact with the consumers.
Are you familiar with project RED? a) Familiar b) Unfamiliar ( ) ( ) 4). At every petrol-pump we should install Fountain Machine. 11.84 10. Type of category a) Diamond b) Gold c) Silver ( ) ( ) ( ) 3).: (A ) GENERAL QUESTIONS 1). It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers.Type of channel a) Grocery ( ) b) Eating & Drinking ( ) c) Convenience ( ) 2). QUESTIONNAIRE NAME OF OUTLET OWNER: AREA CONTACT NO.Your belief on Coca Cola increased from Project RED by? a) 25% b) 50% ( ) ( ) .
What kind of incentives you are getting from distributors? a) Schemes ( ) b) Prizes ( ) c) Scratch coupons ( ) d) Cash discount ( ) e) None ( ) (B) AFTER PROJECT RED 6) Improvement in condition of visicooler? a) Yes b) No c) As it is ( ) ( ) ( ) 7) Has the availability of product increased? a) Yes b) No c) As it is ( ) ( ) ( ) 8) Has the activation of outlet increased? .84 c) 75% d) 100% ( ) ( ) 5).
84 a) Yes b) No c) As it is ( ) ( ) ( ) 9) Is the delivery of Coca cola’s product increased? a) Yes b) No c) As it is ( ) ( ) ( ) (C ) PERFORMANCE OF RED TEAM 10) What is the performance of Market developer? a) Poor b) Good c) Better d) Best ( ( ( ( ) ) ) ) .
84 11) What is the frequency of deliveryman visit? a) Daily b) Weekly c) Monthly d) Never ( ( ( ( ) ) ) ) 12) What is the frequency of visit of DGM/MEM? a) Daily b) Weekly c) Monthly d) Never ( ( ( ( ) ) ) ) 13) Do you want to continue with RED project? a) Continue b) Discontinue ( ) ( ) .
84 14) Any suggestion? ……………………………………………………………………………… ……………………………………………………………………………… ……………………………………………………………………………… DECLARATION I.” Is based on live project study conduced by me under the guidance of Mr. This project has not been submitted earlier for the award of any other Degree/diploma to any other Institute or University. . DHEERAJ AGARWAL. HRISHI SHARMA. hereby declare that this Project titled “INCREASING IMPACT OF RED (RIGHT EXECUTION DAILY) in Kanpur city for “ HINDUSTAN COCACOLA BEVERAGES PVT LTD.
Stash & Others “Booklet of RED”.com www.oligopoly. COCA COLA INDIA INTERNET www.com www.84 PLACE: DATE : HRISHI SHARMA REFERENCES BOOKS Marketing Management : Philip Kottler Ramaswamy Marketing Research : Bound.coca-cola.cocacolaindia.com .
com .84 www.medianewsline.
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