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Submitted in Partial Fulfillment of the Requirements for the Masters Degree
inBusiness Administration Program

Submitted By:

Parijat Dubey

University Roll No. 09060500072


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I express my gratitude to the Hindustan Coca-Cola Beverages Private Limited (HCCBPL) for
having given me an opportunity to work with them and make the best out of my internship. I
would like to thank Mr. Sandeep, Area Capability Manager without whom an internship with,
Hindustan Coca-Cola Beverages Private Limited (HCCBPL) would not have been possible. I
thank my trainers, Mr. Naresh Sir and Mr. Aamir Shaikh for having trained me and constantly
guided and supported me throughout the training period. I would like to thank Mr.Manoj Pathak,
Area Sales Manager, who encourage & inspired me a lot during my internship. I am also grateful
to Ms. Mrunmai who kindly helped me to get into this value enriching internship. My heartfelt
gratitude also goes out to Mr. Jyotiba Belagaokar, Pre-Seller at HCCBPL for having co-operated
with me and guided me throughout the two months of my internship period. I thank my college,
COLLAGE OE ENGENNERING, ROORKEE, for having given me this opportunity to put to
practice, the theoretical knowledge that I imparted from the program. I thank Head Of The
Department Mrs. Veera Lakshmi Mittal &guide Mrs.Himadri Pukan 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.

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I ,09060500072, Parijat Dubey hereby declare that this report is a bonafide record of
³Market Execution´ at Hindustan Coca Cola Breverages Pvt. Ltd., Pune during the period of
21/06/2010 - 31/07/2010 under the guidance of Mrs. Himadri Phukan, Faculty of MBA,
COER-SM, Roorkee. The project has been undertaken in the partial fulfillment for the
Degree of Masters of Business Administration of Uttarakhand Technical University.



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The summer training programs are designed to give the practical knowledge of corporate world.
Training is usually meant for such vocations where advanced theoretical knowledge is to be
backed up by practical experience on the job and it is because of this reason that summer training
programs are designed. So, that the future manger must be ready to take the future

It was exactly in this context that I was privileged enough to join coca cola- one of the biggest
brand in beverages in the world.

I achieved lots of experience and confidence over the past eight week which will help me to take
the future responsibility on my shoulder.

During this period, I was given to find out the .    /. In the training program I
had tried my level best to arrange the work in systematic and chronological way.

This endeavor work shall provide the coca cola marketing department, an idea about market
condition. Therefore it hoped with all sincerity that this work shall be of definite use to the

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Over the last few years hundreds of companies have greatly improved their performance &the
graph of growth through superior sales promotion services. Today many companies are building
on these foundations and are tuning their products in Soft drink segment into a formidable
competitive weapon. Sales Promotion services have become a subject of huge interest in recent

?   ?  2 3 4

c In the face of ever increasing competition in organizations feel it is important to build

reliable & sustainable processes with focus on strong relationships with customers.
c Significant revenue & profit gains can be made from successful Sales Promotion
Activities that improve efficiency & help serve customers better & faster.

   3    245

6c   7$ 8 9) "

c Activation is the key part of Coca-Cola marketing strategy
c Company believes that soft drink sell is not a planned sell it's a impulse buying, and
activation create impulse for buying
c For improvement of Coca-Cola market, a proper research work has done.

Sales Promotion Strategies are offering new & better ways of addressing industries objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase
the sales of the soft drink.

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Objective of the study 8

c Company profile 10
c History of soft drink in Maharashtra 11
c History of soft Drink in India 12
c Historical Background of Coca-Cola 13
c The Coca-Cola Pune Plant 16
c Distribution System 18
c Mission, Vision & Value 19

c Competitors to HCCBPL 22
c Customer 23


c Outlet Structure Of Coca-Cola In India 30

c rhat is Market Execution? 31
c rhat is RED? 32


c Research Methodology 36
c Limitation 37
c Observation 37
c Problems 38


c Data analysis 40c

c Finding 46
c Suggestion 47


c Conclusion 49
c Recommendation 50

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c Èuestionnaire 52
c Bibliography 53

c Fig.1 Distribution Chain at HCCBPL, Pune 16
c Fig.2 Vission For Sustainable Growth 20
c Fig.3 Organizational Chart of HCCBPL, Pune 24
c Fig 4 Organizational Structure 25
c Fig.5 Organization Structure in Coca-Cola , India 26
c Fig 6 Organization Structure of the sales Department in HCCBPL, Pune 27
c Fig.7 Segmentation Model 29

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1)c To measure the performance of distributors in the outlets.
2)c Reasons/causes for the low sales by the retailers.
3)c To facilitate and maintain high sales of our product through the retailer

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Company profile

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georg--
ia, on May 8, 1886. Coca-Cola Company is the world¶s leading manufacturer, marketer and
distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The 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 ona global scale: ³Provide 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 softdrink 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 compliance with the framework of policies and
protect the Company¶s assets and resources whilst limiting business risks. The biz.system of coca-
cola in India directly employs approximately 6,000 people, & indirectly creates employment for
many more related industries throw our wash procurement, supply and distribution system. The
vast Indian operations comprise 25 companies owned bottling operations & 24 franchises ±
owned bottling operations. The apart a network of contract packers also mfg. a range of the
product for company. On the distribution front, 10 tone trucks, open-bay three wheelers that
cannavigate the narrow alleyways of Indian cities, ensure that our product available in each corner
of the country. The coca cola is responsible for the mfg. distribution & sales of product across the

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rhen Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Ltd. of
Pune, Maharashtra on lease for 20 years in 1997-98 started its operation. The first product
launched by Hindustan Coca Cola Beverages Pvt. Ltd. of Pune was Coca-cola and after that all
the remaining products came in the Maharashtramarket. At present the work force capacity of the
Hindustan Coca Cola Beverages Pvt. Ltd. is 126 including all the departments. The soft drink
market in India is quite wide. The production of soft drink in Maharashtrawas stated on 27th with
March 1967 with installation of a Coca Cola bottling plant in Mumbai under the auspicious
guidance of late industrialist Mr. Dharma Chad Kumari which was named as Sea city Beverages
Pvt. Ltd. The company controlled the lions share in the soft drink market for nearly 10 years.
Parle also entered this field in Maharashtrawith the installation of bottling unit in collaboration
with Mr. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with the advent of
Janta Party Government, it created trouble for Coca Cola which led to withdraw its operation
from India. After the withdraw of Coca Cola from India the Parle monopolized the soft drink
market in Maharashtraand took a lions share of the beverages product from the industry even after
Mc. Dowell pure drinks and local drinks entered into the market. They would not complete with

Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the India
market. It shared its bottling of products in Maharashtra by Sea city Beverages Company on 24th
March 1991 owned by Kamani's collaboration with Birla Group, which was once the bottling
plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario of Maharashtraalso
changed dramatically. Coca cola establishes its bottling plant in Pune to counter its archrival
Pepsi. A soft drink is a non-alcoholic beverage. It is artificially flavored and content no fruit juice
or pulp. The invent of soft drink is really a classic example of today's marketing theory which
says ³The real marketing spirit of marketing man lies behind the fact of identifying a need, a real
need of consumer and providing him the product to fulfill his need´.

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The first brand of soft drink Gold spot established 53 years ago. Before all empowering CocaCola
entered the country to dominate the soft drink market, the history of soft drink in India is quite
drinking old. Down the ages, people consume soft drink to give them a refreshing feeling. Gold
spot is considered as the first brand of soft drink in India, it was introduced in 1965. Coca- cola at
the same time entered the Indian mark t .and dominated the whole market. It faced no though
competition from the domestic market. Due to certain circumstances the Coca cola Company
discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India) again with a
slogan of "OLD rAVE HAVE COME AGAIN" Joining the hand with Parle export Pvt. Ltd.,
The Company was trying its best to regain prestige which it had before. At present only Coca
Cola and Pepsi Food are giving tough competition to each other. Coca Cola was the first foreign
drink came in India in the year 1965. Coca cola had a very good beginning in the Indian market
and it hardly faced any competition in India. The marketing people did not even require
advertising Coca Cola. This extra ordinary success of soft drink could be attributed to following

Later in 1970, it introduced Limca a lemony soft drink. Before limca they had tentatively
introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation
with Coca-Cola. The Indian drink had a significant opportunity in 1977 when Coca Cola decided
to wind up its operation rather than bowing to the government of India insistence of dilution of

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Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and restaurants in more
than 200 countries. lt is produced by the Coca-cola Company which is also often referred to as
simply Coca cola or coke. Coke is one of the world's most recognizable and widely sold
commercial brands; its major rival is Pepsi. Originally intended as a patent medicine when it was
invented in the 19th century, Coca-cola was bought out by businessman Asa Griggs Candler,
whose marketing tactics led Coke to its dominance of the world soft drink market throughout the
20th century. The Coca -cola Company owns and markets other soft drinks that do not carry the
Coca -cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In Atlanta,
Georgia, by John S. Pemberton, originally as a coca wine caned Pemberton's French, rine coca
in 1885. He was ' inspired by the formidable success of European Angelo Mariani's coca wine


The world's favorite 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 toensure 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 rorld Cup in 1996 and
various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-
Cola'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 bounds. Coca-Cola had signed
on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath,
Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand ambassadors are
Aamir Khan and Hrithik Roshan.


200ml,300Ml 600ml,1.2L,2L,2.2L 300ml

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Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.

Glass Pet Can

200ml,300ml 600ml,1.2L,2L,2.2L 300ml

³Lime µn¶ Lemoni´ Limca, Derived from ³nimbu´ + ³jaisa´. Hence ³lime sa´. Limca has been
lived up to its promise refreshment and has been the original thirst choice of millions of
consumers for over 3-decades.
Born in 1971 has remained unchallenged as the No.1 Sparkling Drink in the cloudy lemon

FANTA ³Dil Khol KE´

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 color; tempting taste and tingling bubbles taste that not just up lifts feelings but also helps free
spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy,
cheerful and special times with friends. Glass 200ml, 300ml PET 600ml, 1.2L, 2L, 2.25L Can 330ml


200ml,300ml 600ml,1.2L,2L,2.2L 300ml

rorldwide 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 grown to be one of the fastest growing soft drinks, leading the clear
lime category. Today Sprite is perceived as youth icon, why? rith 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 whom they are and to obey their thirst.


200ml,300ml 600ml,1.2L,2L,2.2L 300ml

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MAAZA ³Yaari Dosti Taaza Maaza´
Maaza was launched in 1976. Here was a 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 category. Over the year, brand Maaza has become synonymous with
Mango. This has been the result of such successful campaigns like µTaaza Mango, Maaza Mango´
and ³Botal Mein Aam, Maaza hai Naam´ consumers regard Maaza as wholesome, natural, fun
drink which delivers the real experience of fruit. The current advertising of Maaza position it as
an enabler of fun friendship moments between moms and kids as moms trust the brand asn the
kids lovew 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 ³Yaari Dosti Taaza Maaza´.


200ml,300ml 200ml 600ml 1L,2L


Minute maid Pulpy orange The brand launched in its internationally successful minute maid pulpy
Orange ³ avatar is a naturally refreshing juice drink which offers an Unmatched taste experience
to consumers due to the presence of real µorange pulp´ This innovative consumer proposition is
best explained by The brand tagline ³Refreshing orange, surprisingly pulpy´. Minute maid Pulpy
orange has been made available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25
and 70 respectively.

250ml,400ml 1L


rater a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual
purifier that cleanses, purifies, transforms. rater, the most basic 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. rater 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. A universal need, that
cannot be left to chance.

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Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. It is located at
Pimpri Industrial Area, Pune. Plant is spread over an area of 1.75 acres and houses most
sophisticated machinery to produce coca-cola and many other brands marketed by the company.
The plant can produce around 24000 cases of soft drinks per day and employees 113 workers to
do the same.


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. The distribution channels
are constructed in such a way that the demand of customers is fulfilled at the right place and the
right time when it is needed by them.

A typical distribution chain at HCCBPL would be:








Fig.1 Distribution Chain At HCCBPL, Pune

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The customers of the Company are divided into different categories and different routes, and
every salesman is assigned to one particular route, which is to be followed by him on a daily
basis. A detailed and well organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher
profits to the firm. DISTRIBUTION ROUTES The various routes formulated by HCCBPL for
distribution of products are as follows:

c &"%  : The customers in this category collectively contribute a large chunk of the
total sales of the Company. It basically consists of organizations that buy large quantities
of a product in one single transaction. The Company provides goods to thesecustomers on
credit, payments being made by them after a certain period of time i.e. either a month of
half a month. Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

c -      : This route consists of outlets of Coca-Cola products, wherein a

considerable amount of stock is kept in order to use for future consumption. The stock
does not exhaust within a day or two, instead as and when required stocks are stacked up
by them so as to avoid shortage or non-availability of the product. Examples:
Departmental stores, Super markets etc.

c *     4 The outlets in this route are those which require stocks on a
daily basis. The stocks of products in these outlets are not stored for future use instead,
are exhausted on the same day and might run a little into the next day i.e. the products are
consumed at a fast pace. Examples: Small sized bars and restaurants, educational
institutions etc.

c )4 Under this route, all the outlets that come in a particular area or an area along
with its neighboring areas are catered to. The consumption period is not taken into
consideration in this particular route.


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c $  3  : In direct distribution, the bottling unit or the bottler partner has direct
control over the activities of sales, delivery, and merchandising and local account
management at the store level.

c *   3  4 In indirect distribution, an organization which is not part of the
Coca-Cola system has control on one or more of the distribution elements (Sales, delivery,
merchandising and local account management.

c  4 Merchandising means communication with the consumer at the point of

purchase to convey product benefit, value and Èuality. business locations to specifically
merchandise our products. Sales people and delivery personnel both have this
responsibility. In certain locations special teams who go into


The Distribution process mainly consists of three departments:

c $ 3   $   : It appoints distributors and establishes a distribution

network, processes approved sale orders and prepares invoices, arranges logistics
and ship products, co-ordinates with distributors for collections and monitors
distribution stocks and their set-up.
c - $   : It checks credit limits and approves sales orders in
compliance with the credit policy followed by the firm, records collections from
distributors, periodically reconciles outstanding balances from distributors, obtains
balance confirmation from distributors and follows up outstanding balances.

c ?   (  $   : It dispatches goods as per approved by

order, ensures that stocks are dispatched on a FIFO basis, ensures physical control
over load out area and updates warehouse stock records in a timely manner.

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Our mission, vision and values outline who we are, what we seek to achieve, and how we
want to achieve it. They provide a clear direction for our Company and help ensure that
we are all working toward the same goals.
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Our mission declares our purpose as a company. It serves as the standard against which
we weigh our actions and decisions. It is the foundation of our Manifesto. To refresh the
world in body, mind and spirit. To inspire moments of optimism through our brands and
our actions. To create value and make a difference everywhere we engage.

Our vision guides every aspect of our business by describing what we need to accomplish
in order to continue achieving sustainable growth.

 : Being a great place to work where people are inspired to be the best they can be.

   : Bringing to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.

 : Nurturing a winning network of customers and suppliers, together we create
mutual, enduring value.

 : Being a responsible citizen that makes a difference by helping build and support
sustainable communities.

  : Maximizing long-term return to shareowners while being mindful of our overall


Coca-Cola is guided by shared values that both the employees as individuals and the
Company will live by; the values being:
c LEADERSHIP: The courage to shape a better future
c PASSION: Committed in heart and mind
c INTEGRITY: Be real
c ACCOUNTABILITY: If it is to be, it¶s up to me
c COLLABORATION: Leverage collective genius
c INNOVATION: Seek, imagine, create, delight
c ÈUALITY: rhat we do, we do well

c c

c c

c c
The competitors to the products of the company mainly lie in the non-alcoholic beverage industry
consisting of juices and soft drinks.

The key competitors in the industry are as follows:

c   : The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company
never ends for the rorld's # 2, carbonated soft-drink maker. The company's soft
drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only
beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and
Aquafina water.
PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-
Cola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola
and the rest belongs to Pepsi.

c ' :: Nestle does not give that tough a competition to Coca-Cola as it mainly deals
with milk products, Baby foods and Chocolates. But the iced tea that is Nestea which
has been introduced into the market by Nestle provides a considerable amount of
competition to the products of the Company. Iced tea is one of the closest substitutes
to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks.
The flavored milk products also have become substitutes to the products of the
company due to growing health awareness among people.

c $3 : Dabur in India, is one of the most trusted brands as it has been operating ever
since times and people have laid all their trust in the Company and the products of the
Company. Apart from food products, Dabur has introduced into the market Real Juice
which is packaged fresh fruit juice. These products give a strong competition to Maaza
and the latest product Minute Maid Pulpy Orange.

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As coca cola has a wide range of products. Its customer also varies according to taste and
preference. Coca cola is also available in can of 330ml which targets the upper income
class and their sale is also confined in those particular places.
Coca cola is available in cola, lemon, orange and juice flavor, accordingly
customers have choice for. Among the products of coca cola Thumps-up has lead the way
with 45% of market share Fanta stands third after Mirinda.
Coca Cola Company has wide range of customers that falls under the distribution
channels of marketing. Customers may be CNF, distributor, retailers to final customers,
which are households.

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Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

(Production &
Maintenece Lab Incharge
Executive Chemist

Manager (HR) Exective/ Staff Office Staff

Sales Manager Executive /Staff rorker

AGM Exective Office

Marketing Op.
Executive Office

Manager È.A Chemist ETP Operator rorker

Fig.3 Organizational Chart Of HCCBPL, Pune

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- c'c

.  0

Fig. 4 Organizational Structure

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- c)

- c*!c

- c'c

  - c  ! c

- c"# c


- c  c 

- c4-

- c+,

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Fig. 5 Organizational Structure In Coca-Cola, India

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1,2 2 c$ 
1 cc
)c    c1 c
2- !
2 -c
, cc

1 c (c

Fig.6 Organization Structure of the Sales Department In HCCBPL, Pune

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Fig. 7 Segmentation Model

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Outlet Structure of the Coca Cola in India
The outlets can be classified as per three criteria:

c Consumption Pattern
c Volume Pattern
c Shoppers Profile

A) Eating & Drinking
B) Convenience
C) Grocery

A) Eating &Drinking: ± Those outlets where people visit to ear of drink are known and eating and
drinking outlets. Such as Restaurants and Hotels, Dhabas.
B) Convenience: ± Convenience outlets ate those outlets where people visit regularly for various
purposes like stationary shop, S.T.D ± Booth, Betal Shop and general Store.
C) Grocery: ± Those outlets where people visit to purchase food grains and any of such things for
future consumption and called as Grocery shops.

Based on Volume Pattern

According to the volume sale in the outlets the company has adopted a unique policy of
categorizing the outlets in four different segments such as:


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DIAMOND: Those outlets, which give an annual sale of Coca - Cola products more than 800

GOLD:Those outlets, which give an annual sale of Coca - Cola products more than 500 to799

SILVER:Those outlets, which give an annual sale of Coca - Cola products between 200 to 499

BRONZE: Those outlets, which give an annual sale of Coca':-Cola products less than 200


³Execution of market means placement of company products at the sales counter with appropriate
activation demand.´

In the above definition the term placement and marketing are very important. Placement in
market execution is entirely different from marketing. In marketing, planning a product holds a
much broad meaning while in marketing execution it refers to putting the products to those sales
counters where the probability of market acceptability is very high. Right placement of product
ensures its avability to the target customers in one hand while on other it provides the company
fair expected sales

Marketing demands now days are specifying their place day by day by getting popular
among the retailers and distributors. Marketing elements means those marketing materials that
help the retailers to display the product and look wise attract the busy and hurried customer to
pick out few seconds to look out them and thus getting noticed for example tabletop, flanges,
posters, bottle stands, etc.

Providing marketing element help the product in one or more ways at the time of
execution. One has to look both the prospective customers as well as retailers. rhen you put a
product at an sells counter the retailer at the store level want the product to be advertise so
customer visiting the outlet will notice and buy. Thus it helps the retailers to push the product
towards the customers and attract he local customer to try the product i.e. product getting sold.

Coca-Cola use RED (Right Execution Daily) for market execution all over India.

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Hindustan coca cola Beverages Pvt.Ltd. India division Under Eurasia Operating Group has been
working on RED i.e. Right Execution Daily Since FEB 2006.

RED (Right Execution Daily) is defined as ³tool to measure the performance of the distributor in
the outlet by setting up some standards and parameters of execution.´

Coca cola company believes that its success depends on their ability to connect with
consumer by providing them with a wide variety of choices to meet their desire, needs and
lifestyles choices, company success further depends on the ability of their people by execute
effectively every day.


rorldwide the coca cola company is no.1 in sales of sparkling Beverages & juices Drink, as well
as no. 2 in sales of soft Drink & no 3 in sales of Bottled rater. It¶s our customers that are largely
responsible for this unrelenting success.

c rho are the customers?

Coca cola customers are grocery stores, restaurants, streets, vendors, mass merchandisers,
conveniences stores drug stores, movie theaters, & amusement parks-among others.

c rhat do they do!

Coca cola customer sells its products to consumers & shoppers, who enjoy the products at a rate
of 1.5 billion servings a day.

c rhy is their role important?

Coca cola customers make it possible for consumer & shoppers in local communities around the
world to purchase & its broad purchase & enjoy its broad portfolio of quality beverages.

c c
1. Market segmentation under RED.
Coca cola company¶s market can be segmented in RED along 3 lines- channel cluster, outlet
volume and locality income.

' 3        

Coca cola attract the population by executing the following activities.

c Bringing the cooler at the entrance.

c Fixing the standee, sign at the entrance.
c Fixing the combo Board at the entrance.\

How coca induce for the incident?

c BY putting cooler in prime position.

c By keeping the cooler pure & clean.
c By doing Rack Display.
c By fixing combo Board.
c By doing Table activation.
c Counter Top Display.

Outlet Activation According to RED (Right Execution daily)

RED (Right Execution Daily): It means to maintain the visional according to a fix set of coke
product which is known as COLOJ-K, it means the set will follow a particular brand order.
Thums-Up will take first place after sprite or Limca , Fanta, Maaza and water or soda will
take this RED also take care of the S.G.A ( Sells Generating Assets) Activation - Activation
means doing things in and around the coke outlet that triggers Consumption / Purchase of Coca-
Cola Products.

The important parts of activation are:

c Placement of visicooler at Itot spot location availability of the products.

c Right location of display racers
c Impactful Communication of price message

c c
The visicooler standards of all the channels

Low Medium High

Diamond 20c/s 20c/s 20c/s
Gold 7c/s 9c/s 9c/s
Silver 4c/s 4c/s 7c/s
Bronze Ice Box Ice Box Ice Box

To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Nielsen (a
consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets
and benchmarks it on the prescribed Merchandising standards of RED. A monthly report is send
to Hindustan Coca- Cola Beverages Private Limited. The report is called as To create the Red
Report A.C. Nielsen asks a set of question from the retailers which are as follows:

  1 :

c Is Cooler in the Hot Spot Location?
c Does it have all the products of Coca-Cola available?
c Is the display of the Coca-Cola display of the products in a standard such as sprite, Thums
up, Maaza, Fanta and Limca",)
c Is cooler working properly?
c Is the cooler pure?


c Is there proper price display of the products?

      3 "4

c All the brands should be present in the every distribution channel but main concern is that
300 ml should be present in the every channel and 600 m1 and 1.5 liters per bottles should
be present in the Eating and. drinking, convenience and Grocery shop.

c c

c c
1)c The primary data has been conducted by way of Èuestionnaire directly with
the grocery retailers, convenience store managers and eating and drinking.
2)c Sample Area: Pune
3)c Sample size: 250 outlets
Total No. of respondents: 400
4)c Total number of questions for questionnaire: 9
Type of Èuestions: Close ended questions
5)c Samples that have been chosen are specifically retailers of coca- cola
6)c The responses have been cumulated to acquire demand analysis from the
sample outlets via non random sampling.
7)c The data then collected has been projected in form of pie charts.


The data are collected from primary and secondary sources.

cGather information through Èuestionnaire.
cDirect interview with Grocery outlet, Convenience store, and Eating and drinking .

1.c Internet Sites -,,
2.c Activation booklet of the coca-cola.
3.c RED tracker of the market developer.
4.c Magazines - Business rorld Management and Technology

c c
Although all efforts have been taken to make the results of survey as accurate as possible but the
survey suffers from the following limitations:

c The time period of study was only for two month so it was not possible to cover all
the areas and go into the depth of the problem and make analysis.
c The area of survey was Pune district and it was concentrated on urban area only.
c The psychological condition varies from place to place because in many places
outlet owner was not supportive.
c The training was carried on in the peak season so market developer was not so
c Some respondents left some of the questions unanswered either due to inability to
put a strain on mind or they did not know the answer.


c To collect order each and every outlet.

c To check visi-cooler with 100% purity.
c To see a soft drink in Brand Order.
c To see every outlet is this soft drink present in display rack.
c To see every outlet visi- cooler will present in prime location.
c To visit every outlet in regular basis.
c To go every outlet and listen any problems in visi- cooler and soft drink to be noted in
complained diary.
c To see each and every outlet worked in better condition.
c To see as a Market developer (M.D) every outlet full fill in terms and conditions with
c To see as a Market developer (M.D.) if any outlet will not selling your product than
you asked why you are not selling in my product. Then you give advice to outlet.

c c

c Lack of pure visicooler .Purity level is worse condition because lean season.
c During lean season there is lack of special offer to promote selling.
c Availability standard in outlet is not according to terms and conditions of the company.
c There is number of unsatisfied red outlet with admission .
c Pepsico product is main competitor in market.
c In most outlet kinley water and soda is least preferred brand.

c c


c c

Outlet Type: E&D Grocery Convenience

Outlet Owner: ««««««««................ Location: ««««««««««..

MD Name : «««««««««««««. Contact NO««««««««««

1.c Distribution of Visi cooler in the market

7vc- 105, 9vc- 110, 11vc- 21, 20vc- 14



INTERPRETATION: In 250, 105 outlets prefer 7Ltrs visi cooler, 110 outlets prefer 9Ltrs.
visi cooler, 21 prefer11Ltrs. visi cooler and only 14 prefer 2oLtrs visi cooler.

c c
2.c Volume wise distribution

Diamond-57, Gold- 56, Silver- 130, Bronze-7



INTERPRETATION: The volume wise distribution of sales in which 57 is in diamond category,

56 in gold category, 130 in silver category and only 7 in bronze category.

c c
3.c Number of outlet located at prime position?



INTERPRETATION: Out of 250 outlets 167 outlets are on prime position where as 83 are not on
prime position.

c c
4.c Distribution of trade channel

Convenience- 206 Grocery- 16 E&D- 28

%/'"/&"/ "

,% "7

INTERPRETATION: From the 250 outlets 206 outlets are the convenience, 16 are Grocery
and 28 are eating and drinking.

c c
5.c Number of outlet need glass order demand

Glass order demand required- 221 No Glass order demand required- 29




INTERPRETATION: From 250 outlets 221 outlet are not able to make stock of glass bottles
whereas only 29 outlets where able to make the stock of glass bottles.

c c
6.c Number of outlets having purity?

Pure- 172 Unpure-78



INTERPRETATION: From 250 outlets, I found 172 outlets were pure while 78 were unpure

c c
§c 42% of outlets are having 7Ltrs. visi cooler, 44% of the total outlets having 9Ltrs. visi
cooler, 8.4% outlets have 11Ltrs.visi cooler, and only 5.6% outlets have 20Ltrs. visi
§c 52% market covers under the silver categories whereas remaining 22.3%, 22.4%, 2.8% are
under diamond, gold, and bronze respectively.
§c 66.8% of outlets are at prime position where as 33.2% outlets are not at prime position
where consumer can see our product and choose as per there need.
§c 82.4% outlets are convenience store, 11.2% are under the Eating & Drinking and remain
under 6.4% are glossary shop.
§c 88.4% outlets don¶t have a sufficient number GOD that they can create stock pile
according to the visi coolers provided to them and 11.6% are those outlets which have
sufficient number of GOD.
§c 68.8% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of Coca cola
are placed and 31.2% of outlets don¶t keep visi cooler pure.

c c
c re must visit all RED outlets where the activation elements are missing and it must be
activated immediately.
c re must visit all those outlets and arrange the product according to COLOJ-K where are
products are not placed in the visi cooler according to COLOJ-K.
c All the MD needs to visit all the red outlets regularly to keep the visi cooler pure.
c Prime position of outlets enhances the visibility of the product which help consumer to choose
the product and sometimes it influences the customers to switch over from similar product.
c re should try the increase sell of outlets so that maximum outlets convert into upgrade class.
c re need to put effort to increase the required number of GOD as per the visi cooler size that
they can keep 3day stock to meet the demand.

c c


c c

c Coca-Cola is the leading soft drink brand in Pune region & most selling brand in the
region is Thumps Up, Sprite and Maaza.

c According to most of the outlet owners the product which is seen is sold i.e. "Jo Dikhta
Hai roh Bikta Hai".

c Prime position of Visi-cooler outside the outlet plays an important role in the selection of
the soft drink by customer.

c Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays a
major role in increasing sell of the soft drink.

c Supply of product as well as stock keeping unit is not up to the mark.


c c
re can sum the recommendations in brief as follows:

pc Regular visit to distributors

pc Sales promotion and advertising to be made more frequent for brand building .
pc Communications should be improved. Fulfill the Demand of product by company . In the
field¶s sales situation. Sales persons work independently and away from the office .
pc Sales reports provide data for evaluating performance.
pc Company should make plans for better performance to the sales man.
pc Company should be implementing the customer¶s suggestions and complaints about
products, service policies, price changes, advertising companies etc.
pc Company should gather information of competitor¶s activities. Transportation confers
time utility and place utility to the product. It determines the company¶s customer service;
it has also crucial bearing on the other elements of physical distribution and marketing.

c c

c c
Outlet Owner: ««««««««................ Location:

Contact Number: ««««««««««««.

1. Outlet Name«««««««««««««««««««««««««««««««.

2. Marketing Developer Name«««««««««««««««««««««««««

3.c rhat size will you prefer for Visi Cooler?

°c 7vc
°c 9vc
°c 11vc
°c 20vc

4.c How would you categorize your outlet?


5.c Is outlet at the prime location?

Yes [ ] No [ ]

6.c Our products reach the customers through which trade channel?
Connivance []
Grocery []
Eating & Drinking []

7.c Does the outlets need Glass Order demand?

Yes [ ] No [ ]

8.c Is Outlet Pure?

Yes [ ] No [ ]

9.c Are you satisfied with the profits that you earn through the sales of our products?
Yes [ ] No [ ]

c c




Marketing Research :Malhotra Naresh

Marketing Management :Kotler Philip

Research Methodology :Kothari C. R.

rebsites :

c c
c c