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SUMMER INTERNSHIP
COCA COLA PVT. LTD.

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PROJECT ON “Execution mapping in red (right execution daily)”
GUIDED BY-ANAND JAIN

SUBMITTED BY- AJAYRAJ SINGH RAJAWAT SUBMITTED TO- PROF-KRATIKA PRADHAN
Project Report submitted to Vinayaka Missions University in Partial Fulfillment for the award ofMaster of Business Administration in MARKETING MANAGEMENT By

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AJAYRAJ SINGH RAJAWAT
(Reg. No-____________________)

Under the Guidance of

COCA COLA PVT.LTD.
TO

A VINAYAKA MISSIONS UNIVERSITY SALEM, TAMILNADU, INDIA.

I realized my duty of healthy thanks to all those who helped me in bringing about this project and convey my heartiest gratitude towards all of them.Page 4 of 179 JULY 2010 Acknowledgement I am glade to bring out this project report. .

I also want to thank all my Company guider Mr. JAYANT MOHAPATRA&DEAN-Dr.AnandJain(sales executive)&Mr. At last but not the least I would like to thanks my “PARENTS” in the absence of whom this work could never be possible. I pay my gratitude to our DIRECTOR-Dr.Page 5 of 179 I am extremely gratified to my faculty PROF-KRATIKA PRADHANfor their kind supervision and guidance as well as their cooperation to complete this project in the best way.VIKAS TIWARIof my college for giving me a nice opportunity as well as their kind attitude towards this work. .Ravi Jain(area manager)who helped me directly or indirectly. I am obliged & pay regards to my institution for giving me such a kind opportunity to make this project to present my talent before the world.

is an authentic work done by me as complementary part of MBA program.Page 6 of 179 Declaration I AJAYRAJ SINGH RAJAWAT S/o NARAYAN SINGH RAJAWAT hereby declare that this project report titled “A study of Personnel productivity”. Not it is .

Page 7 of 179 not a duplicate work of readymade assignment of others. AJAYRAJ SINGH RAJAWAT (MBA IIIrd SEM) . On being proved so I myself will be liable for consequences.

3. . 2. to understand the satisfaction level or services level of the customers.Page 8 of 179 Findings: Project red is very successfull concept in the market applied by the company coca cola .This concept has increased the supply maintenance regularly. 1.Right execution daily concept increased the consuming of the products of coca cola.

Page 9 of 179 4.Customer wants to make it continue with them. SUGESSTIONS: . they know the benefits of this concept.Right execution daily has makes the services regarding performance of market developer. 5.

Page 10 of 179 1. . THEY SHOULD MAINTAINE THE SUPPLY . 2. 3.SOMEWHERE COMPANY NOT ABLE TO FULLFILL THE DEMAND OF CUSTOMER REGARDING MAINTENENCE.COMPANY SHOULD MAKE A TEAM OF ELECTRICAL ENGINEERS FOR REFRIGERATORS PROBLEM.

Page 11 of 179 LIMITATION: .

LACK OF CUSTOMER FEED BACK SYSTEM. 3. 2.Page 12 of 179 1.LACK OF INFORMATION SYSTEM.LACK OF INTEREST OF NEGOTIATION WITH CUSTOMERS TO UNDERSTAND THEIR PROBLEMS. 4.TECHNOLOGICAL AND VEHICLE SERVICES. .

Page 13 of 179 Agra sales & marketing services PRIVATE LIMITED Bottling of the coca cola (india) PROJECT REPORT .

Page 14 of 179 ON Execution Mapping in RED (Right Execution Daily) outlets in A report submitted towards the partial fulfillment of the requirements of the two years full-time PGDM (Marketing) Submitted by: AJAYRAJ SINGH RAJAWAT PGDM (Marketing) SUBMITTED TO: PROF.KRATIKA PRADHAN GUIDED BY ANAND JAIN .

E. LTD. BOTTLING OF THE COCA-COLA (INDIA).) . PLACE: DATE: Mr. Anand Jain (S.”Is basedon live Project study conducted by ANKUR SHARMAat Gwalior during his tenure as a summer trainee with us and in our guidance.Page 15 of 179 CERTIFICATE FROM THE GUIDE This is to certify that project titled “ IMPACT OF RED” in Gwalior city for “AGRA SALES & MARKETING PVT.

” I did the work as management trainee at “AGRA SALES & MARKETING PVT. BOTTLING OF THE COCA-COLA (INDIA).Page 16 of 179 ACKNOWLEDGEMENT “Gratitude is the hardest of all emotions to express. There is no word capable of conveying all that one feels until we reach the world where thoughts can be adequately expressed in worlds. will have to do.”At Gwalior for a period of 45 days starting from 1st july-15th August 2010. LTD. ” Thank you” .

information and material to have a clear idea of what beverage industry is all about.S. “ I would also like to thank all the employees and especially Mr.)of are branch at Gwalior for providing me the required knowledge. Ajay Jain (Marketing Developer)and Kishan upadhyay (Marketing Developer) and Kuldeep Sharma (Sales man) for his valuable support and suggestions and guidance for know about a market and help for the improvement and editing of his project report. I would also like to thank Mr. Ravi Jain (A.M.Page 17 of 179 I would like to extend my heartfelt gratitude to my MBA faculty prof-kratika pradhan . Lastly my sincere thanks to all those who have contributed and valuable support during the project directly and indirectly. Thanks to Mr. Thanking you AJAYRAJ SINGH RAJAWAT .vikas tiwari and Director –Dr. DeanMr. I take this opportunity to say “Thank you Sir. Anand Jain (S.) Gwalior for his guidance thought-out the project with out his support and cooperation I would have failed in my endeavors and targets in summer training.E.jayant mohapatra who helped me directly and indirectly.

This project is being submitted I partial fulfillment for award of degree of PGDM in from “Indore management institute Indore”. . The content of this report is based on the information collected by me during my tenure at Coca-Cola at Gwalior for 45 days of training from 1stJuly to 15th August 2010.Page 18 of 179 DECLARATION I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me.

Page 19 of 179 AJAYRAJ SINGH RAJAWAT PGDM (2009-11) PREFACE .

one of the biggest brand in beverages in the world. . So. 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. which will help me to take the future responsibility on my shoulder.Page 20 of 179 The summer training programs are designed to give the practical knowledge of corporate world. that the future manger must be ready to take the future responsibilities. 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. It was exactly in this context that I was privileged enough to join coca cola. an idea about market condition. it hoped with all sincerity that this work should be of definite use to the organization. I achieved lots of experience and confidence over the past sevenweek. In the training program. During this period. Therefore. I was given to find out the “Execution mapping in Red-outlet of coca cola”.

Sales Promotion Services is growing because: ➢ In the face of ever-increasing competition in organizations feel.Page 21 of 179 Executive summery 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. it is important to build reliable & sustainable processes with focus on strong relationships with customers. Sales Promotion services have become a subject of huge interest in recent years.

and activation create impulse for buying ➢ For improvement of Coca-Cola market.Page 22 of 179 ➢ Significant revenue & profit gains can be made from successful Sales Promotion Activities that improve efficiency & help serve customers better & faster. 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. The different distribution channels are as follows:" 1.Convenience 3.Grocery ➢ Activation is the key part of Coca-Cola marketing strategy ➢ Company believes that soft drink sell is not a planned sell it's a impulse buying. a proper research work has done. Eating & Drinking 2. .

Page 23 of 179 INDEX CHAPTER 1-Rational of the study CHAPTER 2.RED (Right Execution Daily) ➢ Objective of study ➢ Scope of study ➢ Significance of the study ➢ My role in project RED CHAPTER-3 Company Profiles ➢ History of Coca cola ➢ Coca-Cola 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 .

G.A providing company CHAPTER-8 Methodology ➢ Research methodology ➢ PGP Plan .Page 24 of 179 ➢ Brand Tagline ➢ Brand Ambassadors ➢ Detail of Brands CHAPTER -6 Competitive Areas ➢ Competitive area among Coke & Pepsi ➢ Advertising ➢ Brand ambassadors & TV Commercials ➢ Promotion by the company CHAPTER -7 Marketing Departments ➢ Marketing department ➢ Distribution Network ➢ Sales promotion techniques of the company ➢ Criteria for providing free chilling equipment ➢ S.

Page 25 of 179 ➢ Pre Sale Concept CHAPTER -9 Hypothesis ➢ Test of hypothesis ➢ Swot analysis ➢ Push & Pull Strategy CHAPTER -10 Conclusions ➢ Conclusion ➢ Findings ➢ Facts ➢ Suggestions CHAPTER -11 Questionnaires ➢ QUESTIONAIRE ➢ Declaration ➢ References .

Coke has maintained its brand image with high precision.Page 26 of 179 RATIONAL OF THE STUDY Sales and distribution is an integral part of marketing. Coca Cola the leading brand in soft drinks worldwide. The main features in their marketing by their offerings and its sales and distribution. Here. . The marketing strategy of Coke is very stringent than others.

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It is my gratitude to work with Coca Cola Companyespecially in marketing department. I have been placed their in sales and distribution department for my internship. The research work was not so easy as Coca Cola is very strict in their marketing policy. In the beginning, the main reason for conducting this study was to know the proper allocation of distribution to the suppliers and also to know about the products sales. Further, it is to understand the availability of the product and to check out that there is the proper advertising of the product and to know the working condition of the visi cooler provided by the company. Also to know the various scheme provided by the Coca-Cola is really applied in the market or not. And to compare the schemes with Pepsi products. The study is done to understand the problem of the retailers, and understanding the pre-sale concept. Thus, these were the main reasons for conducting this study.

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RED (RIGHT EXECUTION DAILY)
OBJECTIVES OF STUDY
➢ The main objective of this RED project is to increase the sales of the company.
➢ To advertise the various products of the company. ➢ To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta,

Maaza at the retail outlets in the area.. ➢ To collect data from retailers for the activation of new channels of distribution. ➢ To study the pre-sale concept of the coke. ➢ To ensure the availability and visibility of the product. ➢ To analyze the effect of scheme

SCOPE OF THE STUDY
➢ By this study, company can know its growth.

➢ This study helps the company to know their actual position in the market. ➢ RED helps to find out the promotion activities of the company and help to make relevant changes according to their rivalry company.

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➢ This study ensures the availability of the product in the market.
➢ The study helps to fond out the problem of the counter and to find out the requirement for more

sales.
➢ RED helps to maintain the outlets in a well-designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY
➢ This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction. ➢ This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction o the consumer.

➢ I did scoring on the scoring sheet.30 points 2.Page 30 of 179 ➢ This project directly deals with the interaction of different kind of people. Different areas were assigned to me in whom I implemented RED and various higher officials of the organization further visit these areas. AVAILABILTY . Various norms for different outlets had been fixed but their implementation was very important. VISI COOLER .50 points 3. MY ROLE IN PROJECT “RED” IMPLEMENTATION– First task for me was to implement the project in the given area with the support of MD’s (MARKET DEVELOPER). The scoring sheet was provided based on which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components 1. ➢ I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution. ACTIVATION – 20 points .

I had to interact regularly with shopkeepers to know their problem and try to solve them. Vindhya Srivastava) BRAND CONTACT. FINDING LOOPHOLES – Finding loopholes in the system like absence of co-ordination between MD’s and SALES TEAM and report to higher officials (Mr.I also need to give company weekly availability reportof various Brands. else he suggested me the alternatives. AVAILABILTY .Page 31 of 179 MARKET AUDITING (TRACKING PERFORMANCE) – Tracking performance of the MD of corresponding area was also my responsibility. . I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance. If I could solve them then I reported them to my company guide. and I took out the orders from retail outlets and to check out the activation.

Page 32 of 179 COMPANY PROFILES HISTORY OF COCA-COLA .

in the unique flowing script that is famous worldwide today. Coca-Colaproducts are served more than 705 million times every day. That is a long way to come after such a modest beginning. Pemberton's partner and bookkeeper. Dr. carbonated water was teamed with the new syrup. Frank M. " 1886 . John Smyth Pemberton first introduced the refreshing tasteof Coca-Cola in Atlanta. Robinson. quenching the thirsts of consumers in more than 195 countries in every climate. producing a drink that was proclaimed "Delicious and Refreshing. For five cents." Dr. He 1886 first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. Red has been a distinctive color associated with the .. That first year. suggested the name and penned. May .Pemberton concocted caramel-colored syrup in a three-legged brass kettle in his backyard. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Georgia.. Whether by design or accident. Pemberton sold 25 gallons of syrup. shipped in bright red wooden kegs.Sales of Coca-Cola averaged nine drinks per day. consumers could enjoy a glass of Coca-Cola at the soda fountain.Page 33 of 179 The world has changed in many ways since pharmacist.

he supplied 5 billion bottles to the service. . Robert Woodruff. He said that costs and location did not matter. making Coca-Cola an institution the world over. Woodruff's leadership took the business to unrivaled heights of commercial success. 1893 1917 1919 1923 .S.300. who would be president for six decades.In January. Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson.Atlanta entrepreneur Mr. 1891 .Page 34 of 179 No.The Coca-Cola Company was sol a group of investors for $25 million. 1 soft drink brand ever since.3 Million Coke's sold per day. Candler had acquired complete ownership of the Coca-Cola business for $2. . Within four years. "COCA-COLA" is the worlds most recognized trademark. During the Woodruff era. Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. Patent office. "Coca-Cola" was registered in the U. . Pemberton was forced to sell because he was in a state of poor health and was in debt. He gave Coca-Cola to his son.The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. .

1950 . They stumbled into a new formula in efforts to produce diet Coke. and during that same year the company also introduced plastic bottles 1982 .Page 35 of 179 1925 . 1943 On June 29. 1928 . requesting 10 Coca-Cola bottling plants to serve American servicemen overseas.Sales of bottled Coca-Cola surpassed fountain sales for the first time. They put forth 4 million dollars of research to come up with the new formula. 1961 . Eventually. Currently Coca-Cola is advertised on over five hundred TV channels around the world.Advertising on the television began. 1985 .The Coca-Cola Company made what has been known as one of the biggest marketing blunder. The factor that .Diet Coke was introduced in July. 1971 . an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa. The new formula was a sweeter variation with fewer tangs. 1978 .Sprite was introduced.6 Million Coke's sold per day. 64 plants were set up during WWII.The song "I'd like to Buy the World a Coke" was released.The two liter bottle was introduced.The first Coca-Cola radio advertisement. 1927 . it was also slightly smoother.

. 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. This was greatly due to dropping market share and consumer protest. 1985 . This was said to be a classic marketing retreat. Most of the callers were shocked and/or outraged. many said that they were considering switching to Pepsi.July 10. The change was announced April 23.Page 36 of 179 influenced the change was that Coke's market share fell 2. Each percentage point lost or gain meant 200 million dollars. Roger Enrico. Within six weeks. Many American consumers of Coca-Cola asked if they would have the final say. 1985 at the Vivian Beaumont Theater at the Lincoln Center. the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U. eighty-seven days after the new Coke was introduced. When Pepsi heard that. the old Coke was brought back in addition to the new one.5 percent in four years. The company also fielded over forty thousand letters. Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". Within a week of the change.S. which were all answered and each person got a coupon for the new Coke. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. The market share fell from a high of 15 percent to a low of 1.4 percent. Some two hundred TV and newspaper reporters attended this very glitzy announcement. This was the first flavor change since the existence of the CocaCola company. the eight hundred numbers was being jammed by six thousand calls a day. one thousand calls a day were flooding the company's eight hundred number. to declare the victory. They decided to develop the new formula. the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better.

Coca-Cola exceeds 10 Billion cases sold worldwide.Page 37 of 179 The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. Coca-Cola has been a sponsor of the Olympics. The comeback of old Coke drove stock prices to the highest level in twelve years. the home of Coca-Cola. 1993 . For more than 65 years. Georgia.The Summer Olympics will be held in Atlanta. This was said to be the only way to regain the lead on the cola wars. 1996 . .

They accomplish this through scholarships.Page 38 of 179 \ CSR (COMPANY SOCIAL RESPONSBILITY) One great earmark that the Coca-Cola Company has is helping the people of Atlanta. donations and contributions. . hotlines.

Page 39 of 179 Another large accomplishment that the Coca-Cola has. is being the first company to make and use recycled plastic bottles. JOHN PEMBERTON .

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COKE IN INDIA

Despite the formidable track of its parent, $18 billion giant in Atlanta USA.Coke India record 1800 crore soft drink makers is prominent. Coca-Cola 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 acquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke

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picked by five brands Thums up, limca, Gold spot, Citra, Maaza with a combined rate of 65% with Thums up alone accounting for 56% then 650 crore segment. BENCHMARK
➢ Coca-Cola ranks no.1 brand in the world by the business world survey followed by companies

like Microsoft and IBM.
➢ Coca-Cola is the market leader in the whole world in beverage industry. ➢ Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry. ➢ Coca-Cola enjoys approx. 60% market share in Indian beverage industry.

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INDUSTRIAL PROFILE

SOFT DRINKS INDUSTRY IN INDIA

Page 43 of 179 Non-ColaNNNN ColaNNNN Non-CarbonatedCCCC CarbonatedNNNN Non-AlcoholicCCCC AlcoholicNNNN BEVERAGESAAAA Non-Cola .

However. during CocaCola and Pepsi’s attempts to broaden their global consumer bases both companies encountered several obstructions on their pursuits of conquering the Indian soft drink market. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities.Page 44 of 179 Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is known as the “Beverage Battlefield” in India. INTIAL DIFFICULTIES .

In 2003. the All-India Anti-Imperialist Forum called a boycott on goods from America and India. POLITICAL CHALLENGES Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. Parle invested a great deal into their leading brand. While the war was beyond control for these two companies.Page 45 of 179 From a historical standpoint. Thums Up. Indian has protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. but also could have created advertisement campaigns to address the situation. Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980’s. Parle. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened. became the market leader. Coca Cola’s past venture in India had ended on bad terms with the Indian government when they refused to offer up their trade secrets. During the absence of foreign investment in the soft drink industry in India a local company. . and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. management perhaps could have done more to not only attempt to predict the backlash from Indian consumers due to the war. when the United States and Britain invaded Iraq.

Page 46 of 179 While political and legal factors produced problems for Coca-Cola and Pepsi. Both companies could’ve made the mistake of using American celebrities or already made American commercials to advertise their products in India. . athletes. but instead made the right move by making advertisements to specifically target their foreign market. and celebrities to endorse their products. 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. both Coca-Cola and Pepsi did many things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting.

Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. many consumers also increased the frequency in which they were purchasing the soft drinks. To compete competitively in the market.Page 47 of 179 PRICING POLICY FOR INDIAN MARKET Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. Because India is a country where people are known to live on very little a day. Pepsi reduced their prices as well. . the idea of getting people to spend what little they have on a soft drink could be quite a stretch. 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. However. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. By offering smaller sized bottles. One such barrier was the affordability of products for Indians.

Page 48 of 179 HISTORY OF 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). . After a 16-year absence. bottling. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21). Limca. cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. which governed the operations of foreign companies in India. CocaCola returned to India in 1993. Maaza. Citra and Gold Spot provided not only physical manufacturing. and distribution assets but also strong consumer preference.

22 by 2003. profitability. 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. . Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume. Coca-Cola invested more than US$1 billion in India.Cola. Shock energy drink and the powdered concentrate Sun fill hit the market. and quality. including Coca. In 2000. the company launched the Kinley water brand and in 2001. From 1993 to 2003. Sprite and Fanta. Leading Indian brands joined the Company's international family of brands.23 Encouraged by its 2002 performance. making it one of the country’s top international investors. plus the Schweppes product range. diet Coke.Page 49 of 179 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.

supply. Coca-Cola India produced its beverages with 7. open-bay three wheelers.Page 50 of 179 Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs.000 retail outlets serviced by a fleet that includes 10-ton trucks. and distribution networks. and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process.000 Indians through its procurement. . The complexity of the consumer soft drink market demanded a distribution process to support 700.000 local employees at its twenty-seven wholly owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. Coke indirectly created employment for another 125. 750 crore) between September 2002 and March 2003.

Page 51 of 179 COCA-COLA :VISION VISION FOR SUSTAINABLE GROWTH ➢ PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities. ➢ PEOPLE: Being a great place to work where people are inspired to be the best they can be. ➢ PORTFOLIO:Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ Desires and needs. .

COCA-COLA:MISSION . ➢ PLANET: Being a responsible global citizen that makes a difference.Page 52 of 179 ➢ PARTNERS: Nurturing a winning network of partners and building mutual loyalty.

➢ 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. . ➢ Indian society in form of contribution to economic and social development. flexible business system and continuous improvement. ➢ Consumers as an opportunity to grow profit through the use of finished drinks.Page 53 of 179 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-Consumers as a superior beverage experience.

Page 54 of 179 PRODUCT PROFILE DIFFERENT BRANDS OF COMPANYPRODUCT HIGHLIGHT .

Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation. policies necessitated its departure.Page 55 of 179 The world's favorite drink. it is now the flagship brand of the largest manufacturer. In India. The most recognizable word across the world after OK. Coca-Cola has been very strongly associated with cricket. From a humble beginning in 1886. . Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more' and more people. the thriving cinema industry. Coca-Cola has a truly remarkable heritage. marketer and distributor of non-alcoholic beverages in the world. building strong associations with cricket. Coca-Cola was the leading soft drinkuntil 1977 when govt. The world's most valuable brand. music etc. even in the remote and inaccessible parts of the nation.

Its brand ambassadors are Aamir Khan and Hrithik Roshan. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor. Coca Cola’s advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. including the Coca-Cola Cup in Sharjah in the late nineties. Coke was available for just Rs. . cricketers such as Srinath.Page 56 of 179 Sponsoring the World Cup in 1996 and various other tournaments. In 2002. southern celebrities like Vijay in the past and today. 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 launched the campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favorites soft-drink brand. In 2003. Sourav Ganguly.

Page 57 of 179 Glass 200ml. 300ml PET 600ml. 2L Can 330ml .

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Glass 200ml. Thums Up was acquired by The Coca-Cola Company in 1993. PET 600ml. fizzy taste and its confident. Thums Up is known for its strong. This brand clearly seeks to separate the men from the boys. 300ml.Page 59 of 179 Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977. mature and uniquely masculine attitude. 2L Can 330ml .

.1 Sparkling Drink in the cloudy lemon segment. Limca has been lived up to its promise refreshment and has been the original thirst choice of millions of consumers for over 3-decades. Derived from “nimbus” + “jaisa”..Page 60 of 179 “Lime ‘n’ Lemoni” Limca. Born in 1971 has remained unchallenged as the No. Hence. “lime sa”.

PET 600ml. 300ml.Page 61 of 179 Glass 200ml. 2L Can 330ml .

Page 62 of 179 Internationally Fanta . Fanta entered the Indian market in the year 1993.The orange drink of The Coca-Cola Company is seen as one of the favorite drinks since 1940's. . Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".

Fanta stands for its vibrant color. cheerful and special times with friends. 2L Can 330ml .Page 63 of 179 Perceived as a fun youth brand. Glass 200ml. 300ml PET 600ml. 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.

4 soft drink & is sold in more than 190 countries.Page 64 of 179 Worldwide sprite is ranked as the No. .

why? With a strong appeal to the youth. 2L Can 330ml . influence them to be true to who they are and to obey their thirst. Sprite was launched in year 1999 & today it grown to be one of the fastest growing soft drinks. Glass 200ml. 300ml Pet 600ml.Page 65 of 179 In India. Today Sprite is perceived as youth icon. leading the clear lime category. Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the today’s youth to trust their instincts.

In 1993.Page 66 of 179 Maaza was launched in 1976. brand Maaza has become synonymous with Mango. fun drink which delivers the real experience of fruit. Maaza currently dominates the fruit category. The campaign builds on the existing equity of the brand and delivers a . natural. This has been the result of such successful campaigns like ‘Taaza Mango. Maaza hai Naam” consumers regard Maaza as wholesome. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. Maaza was acquired by Coca-Cola India. Over the year. The current advertising of Maaza position it as an enabler of fun friendship moments between moms and kids as moms trust the brand as the kids love its taste. Maaza Mango” and “Botal Mein Aam.

Page 67 of 179 relevant emotional benefit to the moms rightly captured in the tagline “Yaari Dosti Taaza Maaza”. 300ml Tetra 200ml Pet 600ml Pet 1.25ml . Glass 200ml.

MOBILE Pet .25 and 70 respectively. priced at Rs. surprisingly pulpy”.25 liter bottle. Minute maid Pulpy orange has been made available in two PET pack-sizes on the go1.Page 68 of 179 Minute maid Pulpy orange The brand launched in its internationally successful minute maid pulpy Orange “ avatar is a naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to the presence of real ‘orange pulp” This innovative consumer proposition is best explained by The brand tagline “Refreshing orange.

l .Page 69 of 179 250ml.400ml 1.

The importance of water can never be understated Particularly in a nation such as India where water governs the lives of the millions.Page 70 of 179 Water a thirst quencher that refreshes. the most basic need of life. purifies. the very sustenance of life. A ritual purifier that cleanses. transforms. a life giving force that washes all the toxins away. . a celebration of life itself. Water. be it as part of everyday rituals or as the monsoon which gives life to the sub-continent.

Safe drinking water is fundamental. Kinley water comes with the assurance of Safety from the Coca-Cola Company. Water you can trust to be truly safe and pure. Because we believe that right to pure. Kinley water thus promises water that is as pure as it is meant to be.osmosis along with the latest technology to ensure the purity of our product.Page 71 of 179 Kinley water understands the importance and value of this life giving force. NUMBER OF BOTTLES IN A CASE PACK 200ML NO. A universal need that cannot be left to chance. That is why we introduced Kinley with reverse. That is why we go through rigorous testing procedures at each location where Kinley is produced.OF BOTTELS IN A CASE 24 .

Page 72 of 179 300ML 600ML 1.2 LTR 1LTR 2LTR 1 KINEY CARTOON 24 24 12 6 9 12 .

Bisleri Ltd has steadily gained shares from the carbonates giants over the review period. followed by PepsiCo India Holdings Pvt Ltd in 2006. A number of new players have entered fruit/vegetable . to emerge as the third ranked company in 2006. because of the growing health concerns caused by the aftermath of the pesticides controversy. as consumer interest continues to surge forward. Parle . both maintained a comfortable lead over the other manufacturers.Page 73 of 179 COMPETETIVE AREA Competitive area among Coke & Pepsi Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India. with manufacturers turning their attention towards these healthier beverages. Whilst the retail volume shares of Coca-Cola India and PepsiCo India slipped in 2006. The battleground for beverages has moved from carbonates to bottled water and fruit/vegetable juice.

Pepsi Co.5 lakh outlets across the country. it was set to acquire the status of a religion in the sub-continent. vying for a slice of the growing pie. COMPETITORS TO HCCBPL .’s distribution network had 6 lakh outlets across the country which it is planning to increase to 7. but also signing up top performers early such as Sachin Tendulkar and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them. While cricket had always been the most popular sport in India.5 Lakh. The distribution network of Coca cola had 6. On the other hand. with new technology coming into cricket from coverage to sports gear to day/night versions of the game. which the company is planning to increase to eightlakhs. Pepsi picked up the opportunity early on by not only contracting the rights to all Tests and One Day Internationals (ODIs) played in India.Page 74 of 179 juice and bottled water.

The key competitors in the industry are as follows: : .Page 75 of 179 The competitors to the products of the company mainly lie in the non-alcoholic beverage industry consisting of juices and soft drinks.

Page 76 of 179 .

and Slice.Page 77 of 179 • PepsiCo:The PepsiCo challenge. Mountain Dew. . PepsiCo and Coca-Cola hold together. carbonated soft-drink maker. the Coca-Cola Company never ends for the World's # 2.8% and the rest belongs to Pepsi. and Aquafina water. a market share of 95% out of which Coca-Cola holds 60. PepsiCo sells Tropicana orange juice brands. • PepsiCo also sells Dole juices and Lipton ready-to-drink tea. Cola is not the company's only beverage. Gatorade sports drink. The company's soft drinks include Pepsi. to keep up with archrival.

However. provides a considerable amount of competition to the products of the Company.Page 78 of 179 • Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products. The flavored milk products also have become substitutes to the products of the company due to growing health awareness among people. which has been introduced into the market by Nestle. the iced tea that is Nestea. Baby foods and Chocolates. • Dabur: Dabur in India. These . 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. Dabur has introduced into the market Real Juice that is packaged fresh fruit juice. 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.

.Page 79 of 179 products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

Their purpose of advertisement is to sell something goods or services. idea.Page 80 of 179 ADVERTISING Advertising is a non-promotion of goods & services by sponsor who can identify and who has paid for his communication. person or place. BRAND AMBASSDORS & TV COMMERCIALS COLA WAR (neck to neck) .

Page 81 of 179 Bollywood rising stars Asin (left) for PepsiCo’s Mirinda.Genelia D’Souza (Right) for Coca-Cola’s Fanta . .

Page 82 of 179 Tennis star Sania Mirza for Sprite .

Page 83 of 179 Bollywood star Aamir Khan & aishwarya rai for Coke .

Page 84 of 179 Bollywood star Imran khan & Amir Khan .

Page 85 of 179 Bollywood star Akshay Kumar for Thums up .

Page 86 of 179 Sprite “seedhi baat” TV add .

Page 87 of 179 Limca “fresh ho jao” TV add .

Page 88 of 179 Minute maid pulpy orange TV add .

Page 89 of 179 Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite PROMOTION BY THE COMPANY Promotional strategy during IPL matches .

Page 90 of 179 Lucky Coupon Dinner with kings XI Punjab .

Page 91 of 179 Sprite “kholega toh bolega” IPL Season 2 Riding on the passion of T20 cricket amongst consumers. Brand Sprite. Official Pouring Partner of Kolkata Knight Riders (KKR) had announced the launch of a Special edition ‘Sprite Kolkata Knight Riders’ bottle. The latest initiative was a part of brand Sprite is larger consumer engagement program to leverage the second season of DLF IPL. . 2009.

In the offer consumers just need to drink Sprite and look out for a unique nine digit code under the crown and SMS the code. The entire initiative was applicable RGB and on all PET packs of Sprite. consumers also get a chance to win a Nokia mobile phone every hour. the company had launched a mass media campaign featuring Shahrukh Khan. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. To create awareness about ‘Kholega Toh Milega’ digital initiative. PROMOTION DURING OFF SEASON Limca Launches ‘Laptop Ki Barish’ Consumer Initiative . the youth continues to be the largest users of mobile phones. to be telecast on all the leading TV channels across India. Complimenting the innovation. owner KKR. In addition. Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia.Page 92 of 179 Independent research reports have shown. Combining this key insight with the passion of T20 cricket. out of the 230 million mobile phone users in the country. company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players.

generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days. 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. 300ml returnable glass bottles (RGB) and on 500 ml.Page 93 of 179 Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally.25. The national initiative is designed to leverage the popularity of digital media like mobile phones (Both GSM & CDMA & IVRS).25 liters PET bottles of Limca. As part of this unique initiative a computer. 600 ml 1. 2 & 2. The initiative is applicable to 200ml.5. internet and laptops amongst soft drink consumers and would run from 1stAugust to 14thSeptember 2009 . 1.

Page 94 of 179 CUSTOMER .

Its customer also varies according to taste and preference. Coca cola is also available in can of 330ml. retailers to final customers. lemon. accordingly customers have choice for. which targets the upper income class. distributor. which are households. Among the products of coca cola Thumps-up has lead the way with 45% of market share Fanta stands third after Mirinda. . and their sale is confined in those particular places. Coca cola is available in cola.Page 95 of 179 As coca cola has a wide range of products. Coca Cola Company has wide range of customers that falls under the distribution channels of marketing. Customers may be CNF. orange and juice flavor.

.Page 96 of 179 Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

Page 97 of 179 ORGANIGATION STRUCTURE .

INIDA .Page 98 of 179 ORGANIZATION STRUCTURE IN COCA-COLA.

Page 99 of 179 .

Page 100 of 179 ORGANIZATION STRUCTURE IN COCA-COLA. INDIA ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN HCCBPL: .

Page 101 of 179 ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT .

Page 102 of 179 COMPARISON OF PRODUTS OF COCA-COLA WITH THAT OF PEPSI .

Page 103 of 179 .

Page 104 of 179 .

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It is a survey method for the company to know their position in the market.Page 107 of 179 REVIEW OF LITERATURE RED CONCEPT RED stands for Right Execution Daily. ABOUT RED .

Therefore not other product of any other company may not be in the cooler. ➢ To check the activation in various outlets. .Page 108 of 179 ➢ To check the availability of the visi cooler provided by the company to the retail outlets for their products. Survey has done in the four topics➢ Impurity ➢ Brand Order ➢ Availability ➢ Activation IMPURITY There should be no impurity in the visi cooler of the company. Impurity here refers to that brand which is presented in the visi cooler other than coke’s product. ➢ To check the branding order of the various products in the cooler.

Page 109 of 179 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. . There are four type of outlet mentioned below. developer has to ensure the availability of the products in the particular outlet. The order should be in such a way➢ Thumsup ➢ Coca cola ➢ Sprite ➢ Limca ➢ Fanta ➢ Maaza ➢ Kinley ➢ Pet & Juice AVAILABILTY Availability is done according the type of outlet. According to this market.

Page 110 of 179 ACTIVATION Activation is important because it helps to boost the sales of the company. It is done through the Glow sign. Table tops . Activation Elements Market developer must ensure that all these activation elements must available at all the outlets. Rack with header is provided to the grocery stores. WARM DISPLAY RACK .This boards usually gives to the E&D outlets . Combo boards. Detail of activation elements must available at GROCERY STORES: 1. Shelf display.It helps to attract the customers. and flanges.

Page 111 of 179 2. SHELF DISPLAY SHELF DISPLAY DISPLAY OF RACK VISI COOLER .

Page 112 of 179 BRAND NORMS AS PER STANDARD Most Selling Cola. 2nd Cola. 2nd Lime. Most Selling Orange. Most Selling Juice. 2nd Juice. Most Selling Lime. Kinley. it can be described as: . In simple way.

STANDEE 2.Page 113 of 179 OPTIONAL ELEMENTS:1. SIX MOBILE HANGER .

TABLE TOP RACK 6. VISI COOLER BRAND STRIP 4.Page 114 of 179 3. WARM DISPLAY RACK 5. TENT CARD TYPES OF OUTLETS The company has divided their outlets based on the following criteria➢ Volume ➢ Channel ➢ Income group 1. VOLUME There are four types of outlets according to the volume of sales of the outletDiamond Gold Silver 800>C/s & above per year 500-799C/s per year 200-499C/s per year .

2 liter and 300ml . juice.Page 115 of 179 Bronze - <200C/s per year 2. supermarkets. departmental stores. It includes all kirana stores. CHANNEL (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items. provision stores etc. Necessary Availability . The channels provide an opportunity for penetration as it propels home consumption.

These outlets offer multiple opportunity to effect sales as people usually order something to drink along with food.Bars and Pubs . It includes .Restaurants .Page 116 of 179 (B) EATING & DRINKING CHANNEL 1 Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas.

teashops. sweet shops.Cafes (C) EATING & DRINKING CHANNEL2 It includes bakery.Page 117 of 179 .Dhabas . soft drink shops and juice Centre. (D) CONVENIENCE CHANNEL .

. ➢ High- Those outlets where high-income customer comes. INCOME GROUP According to the income group of the area➢ Low- Those outlets where low-income customer comes.Page 118 of 179 Pan/bidi shops (customer profile):This segment includes PAN BIDDI outlets that stock cigarettes. They may also sell 600ml. and confectionary. Small outlets that mainly sell 200ml or 300ml bottles.Those outlets where medium income customer comes. mint. travel channel etc. 3. ➢ Medium. It covers STD/ISD phone booths.

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Market segmentation modal
Coke’s Markets can be Segmented along 3 Lines- Outlet Volume, Locality Income & Channel Cluster.

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OUTLET VOLUMEMMM

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Based on consumption occasion

CHANNEL CLUSTER
BRONZE SILVER DIAMOND GOLD Convenience Grocery

Eating & Drinking

Annual KO VPO

Gold : 500-799 cs Silver : 200-499 cs Page 122< 200 cs Bronze : of 179 Visi-cooler position. display & Brand Order Compliance .

Page 123 of 179 Under RED market developer has to ensure that shopkeeper must display all .

TYPES OF VISI COOLER/CHEST Cooler . Coke. Kinley (mineral water & Soda water). Maaza.Page 124 of 179 Under RED market.2C/s 4C/s 7C/s 9C/s 20C/s 30C/s Chest4C/s 10C/s> above . Limca. Sprite. Table Top Display etc. All products must be displayed in brand order i. Display may be in the form of Shelf Display. Fanta.e. developer has to insure that shopkeeper must display all products. Thumsup. Minute Maid Pulpy Orange.

Activation Elements TOTAL These 100 points are distributed in various Parameters explained in the following table . Visi-cooler 2. Availability 35 points 40 points 25 points 100 points 3. Tracking will be done of the following Parameters: 1.Page 125 of 179 RED SCORE TRACKING The performance of market developer is measured based on score tracking.

D G S D G S D G S 4 4 4 4 4 4 4 4 4 10 10 10 10 10 10 10 10 10 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 10 10 10 10 10 10 10 10 10 6 6 6 6 6 6 6 6 6 35 35 35 35 35 35 35 35 35 4 4 12 22 25 25 14 18 18 4 8 10 10 4 4 4 16 16 10 6 5 5 13 13 14 4 4 4 3 3 4 16 16 10 4 4 2 2 40 40 40 40 40 40 40 40 40 10 10 8 10 10 10 10 10 7 5 5 5 5 5 5 board 5 5 5 10 10 10 5 5 15 15 15 5 5 25 25 25 25 25 25 25 25 25 .Page 126 of 179 RED Scoring Sheet R ED 1 2 3 4 V isico o le r 5 6 7 1 2 3 4 A va ila b ility 5 6 7 8 1 2 3 4 5 A ctiva tio n 6 7 8 9 P a ra m e te r Is a c oc a c ola c ooler pres ent Is the c oole r as per s tan dard Is the c oole r in prim e lo c ation Is the vis ic ooler in a w ork ing c ondition Is the vis ic ooler light w ork ing Is the c oole r 100% pure Is the c oole r brand order c o m pliant Total C an R G B -C S D R G B -M aaz a M obile-C S D M obile-M aa z a LA R G E P E T-C S D LA R G E P E T-M a az a TP -M aaz a Total W arm D is p lay R ac k Is the ra c k pure and c ha rge d S helf D is play C rate dis play w ith w rap F lange/S tandee/G S B / D P S board/F lex A erial M obile H anger M enu board/M e nu c ard C om bo c om m unic ation B randed table m at/table viny l Total G ro c e ry E& D C o n v.

AGRA (U.P)SSS Outlets .DDD Manufacturing Plant.Page 127 of 179 CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION OutletsOOO DistributorsOOO Sales and Distribution Operations(GWALIOR)M.P.

Page 128 of 179 .

Consumer The customers of the Company are divided into different categories and different routes.Retail Shelf --. and every salesman is assigned to one particular route.Retail Stock --.Plant Warehouse --.Depot Warehouse --. 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.Page 129 of 179 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 .Distribution Warehouse --. A typical distribution chain at HCCBPL would be: Production --.

. higher sales and higher efficiency thereby leading to higher profits to the firm. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs.Page 130 of 179 followed by him on a daily basis.

Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper. ➢ If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridge is provided by the company. . Criteria for providing free chilling equipment ➢ An icebox is provided for the sale of 1-2 crates daily to the retailers. a visi cooler of four crates is provided.Page 131 of 179 DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY Coca-ColaCompany distributes their schemes according to area. on those place company gives good schemes to shopkeeper and retailer. ➢ For the sale of 5-6 crates daily. Area or place where soft drinks sold in a large manner. ➢ For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the company.

SALES PROMOTION PUSH & PULL STRATEGY PUSH STRATEGY:- .Page 132 of 179 A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler.

Page 133 of 179 HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors. consumers.e. agency owners and retailers. promote and sell the product to end users i. .

Page 134 of 179 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. display racks. tier racks. . standees. mobile hangers and visicooler brand strips. For example-HCCBPL is using flanges.

Page 135 of 179 RESEARCH METHADOLOGY .

Page 136 of 179 The research includes the study which was descriptive in nature.It basically aims about how coke schemes plays in the mind of shopkeepers and the consumers. RED scoring sheet . 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.

Faizabad bus stand Sampling plan • • • • Sampling unit .Retailers survey . Angoori Bagh. Niyawa. Devkali. Chowk.Owners of the retail outlets.Darshan nagar.Gudhi Bazar. Civil line. Fatehganj.Page 137 of 179 • Area of Survey-Rekabganj. Sampling size.250 outlets Sampling procedure-Random sampling Sampling method.

AREA.Page 138 of 179 SECONDARY DATA.For the secondary study data was not available so it is taken from company records.Railway station City center Thatipur Gwalior .

Page 139 of 179 SIZE OF VISICOOLER IS PRESELLING IS GOOD OR THERE IS SOME GAP .

Page 140 of 179 HOW MUCH HAS THE VISIBLE PRODUCT? LEADING BRAND OF COCACOLA CHANNEL OF COKE .

Page 141 of 179 OUTLET BELONG TO WHICH CLASS INCOME GROUP .

Page 142 of 179 MARKET SHARE DIVISION OF MARKET RETAILER FAMILIAR WITH PROJECT RED .

Page 143 of 179 Project RED is a live project. which can be described as follows. It can broadly be classified in two stages. Initial Stage:- .

which they offer to the retailers in order to gain advantage. • • The product knowledge means the knowledge of every product and its variants offered by the companyThe 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 elaborated the factors influencing the cola market and provided the information about the competitor’s strategies and schemes. The actual knowledge about the product and the process was attained with the help of Route Riding. Also with route riding any. . Retailer’s grievances were best known with the help of route riding through personal interaction. By the route.Page 144 of 179 This stage comprises of Product Knowledge and Process Knowledge. riding it is very easy to grasp and understand how the cola market actually works. Route Riding means to visit different outlets on the commuting vehicle (vehicle that carries coke product from depot to different outlets) along with salesman. one can know about the sales status of an outlet on a daily basis.

Page 145 of 179 Later stage: This stage comprises of the serious implementation of the project RED in the area of Gwalior. . market developers (M.) were appointed by the company. Market Developers carried the responsibility to handle all the activities under the R. To ensure effective and fruitful implementation of the campaign. campaign.D.D.E.

After getting permanent journey plan. plan is a day wise schedule of a market developer.P. .D.J. plan):. space available at the outlet etc. type of the outlet.The P.E. the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. where the project has to be implemented. which contains the names of the outlets to be visited by him coming under the campaign R. PJP(permanent journey plan) (P.J. Visiting the outlets clearly showed the picture of the market situation prevalent in market.. The outlets are selected based on some parameters like annual sale of the outlet.P.Page 146 of 179 The first step involved in this stage was to select the outlets where the campaign has to be implemented.

➢ 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. This concept has so many advantages➢ This gives more time to the market developer for the activation & branding purpose. So this gives more time to market developer to assure RED. .Page 147 of 179 PRE SALE CONCEPT This is a new concept by the company.

➢ The Company can display its products in proper way so that customers can attract towards it. . ➢ By this concept market developer can arrange the product in better way.Page 148 of 179 ➢ Presale concept makes assure of more availability of the products in the market. ➢ This concept is easy in processing.

Page 149 of 179 HYPOTHESIS Hypothesis (A) Null hypothesis (H0): The coke has more consumption then Pepsi. (C) Let the level of significance is(α)= 5%In testing the hypothesis since the test is two tailed is Z=+-1. (B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi.96 TEST FORMULA Z= P1-P2 √PQ[1+ 1] .

sample size of coke N2.sample size of Pepsi After calculated value is Z=1.96 hence null hypothesis is accepted.34 which is less then calculated from the table Z=1.Page 150 of 179 n1 n2 P= n1P1 +n2P2 n1+n2 Q= (1-P) Where P-Total population proportion of Coke & Pepsi P1-Sample proportion of coke P2-Sample proportion of Pepsi N1. .

(C)Let the level of significance is (α) = 5% which the hypothesis is tested. 2)Hypothesis (A)Null hypothesis (H0): The market share of coke is higher then Pepsi. (B)Alternate Hypothesis (H1): The market share of coke is not higher then Pepsi.Page 151 of 179 CONCLUSION –The coke product is more consumption then Pepsi. FORMULA Z= P*-P √P(1-P) N P=Sample proportion P*=Population proportion n=sample size .

the Market share of coke is higher than Pepsi 3)Hypothesis (A)Null hypothesis (H0): Presale is good for the company. FORMULA . So the null Hypothesis is accepted.Page 152 of 179 The calculated value is less then value calculated from the table that is 1. (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.96. CONLUSION.

Conclusion – Presale is good for the company.56) is less then the value calculated from the table that is 1.96 hence hypothesis is accepted. .Page 153 of 179 Z= P*-P √P (1-P) N P=Sample proportion P*=Population proportion n=sample size The calculated value (1.

from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles. The distribution fleet includes different modes of distribution. People all over the world enjoy coca cola products more than 1.000 retail outlets and 8000 distributors. It was estimated that the Coca-Cola brand was worth $70.3 billion times per day.Page 154 of 179 SWOT ANALYSIS 1. 700.45billion. . STRENGTHS:• DISTRIBUTION NETWORK:The Company has a strong distribution network consisting of a number of efficient salesmen. • STRONG BRANDS: The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand.

2: WEAKNESSES: . which minimizes wastage of both time and resources. leads to lowering of costs. marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations.Page 155 of 179 • COST OF OPERATIONS: The production.

.Page 156 of 179 • LOW EXPORT LEVELS: The brands produced by the company are brands produced world wide thereby making the export levels very low.Therefore. people abroad. are apprehensive about Coca-Cola products from India. • SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE ECONOMIES OF SCALE: The Company’s operations are carried out on a small scale and due to Government restrictions and ‘red-tapism’. the Company finds it very difficult to invest in technological advancements and achieve economies of scale. In India. there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola .

Page 157 of 179

3: OPPORTUNITIES:

LARGE DOMESTIC MARKETS:Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new products, which are not manufactured abroad, like Maaza etc and export them to foreign

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nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India.

HIGHER INCOME AMONG PEOPLE:Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.

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4: THREATS:

IMPORTS: As India is developing at a fast pace, the per capita income has increased over the years .If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. Therefore, this can limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND:Low per capita disposable income, large number of daily wage earners, poor roads; power problems; and

• CHANGING OF CONSUMERS PREFERENCE: The Company should keep a eye on the changing preferences of the consumers. PUSH & PULL STRATEGY .Page 160 of 179 inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the company’s products.

agency owners and retailers. For example-HCCBPL is using flanges. consumers. 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-as HCCBPL is giving free pet bottles and other trade schemes to distributors. display racks. standees.e. tier racks.Page 161 of 179 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. mobile hangers and visicooler brand strips.

COLOJK. With the help of this project. sale of the company has been increased.Page 162 of 179 CONCLUSION RED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. all brands must available. all brands must displayed in brand order i.e. table top rack. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location. standees etc must be available at all outlets . All the activation elements like warm display rack.

Page 163 of 179 come under RED. All these elements help the company in increasing the sales because JO DIKHTA VO BIKTA HAI Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in Gwalior region and also company can measure or check the performance of each retailers working all over the world with COCA COLA COMPANY. .

e. Sales people and delivery persons do not visit the outlets on a regular basis.Page 164 of 179 FINDINGS ➢ According to the demand of outlet owners.e. ➢ Improper management is seen as No mechanics visit the outlets despite . ➢ Advertisement materials are not available in the right time at the right place i. E&D. ➢ ➢ Efficient brands of coca – cola are not available in outlets. its cooling Capacity is low or its lights are not working. Different Channels like Grocery. delivery of products are not Made available in the outlets. Convenience. ➢ Many outlet owners have complains on improperly working visicooler i.

Page 165 of 179 of Complaints issued by outlet owners. ➢ ➢ Visicoolers are not placed at their Prime locations in many outlets 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 b companies. . FACTS ➢ The most popular flavor is Thumsup in the whole market.

Page 166 of 179 ➢ Coca-Cola is the market leader and Pepsi is the market challenger. His competitor is slice & frooti . ➢ Maaza captured a whole market. ➢ In the off-season when the sale is reduced retailers want more schemes. ➢ Thumsup has the highest sales from the Coca cola’s side and from the Pepsi‘s side mountain Dew has the highest sales. ➢ Minute maid has not getting good response from the market. ➢ Pepsi provides more schemes then Coca-Cola. ➢ Aquafina has more sales then Kinley in mineral water segment. ➢ Sprite has the fastest grownup brand in the clear lime segment in the recent years.

Page 167 of 179 SUGESSTIONS ➢ Delivery position should be maintained to get good return from the market. . ➢ Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. ➢ We can provide them beautiful display racks.. ➢ The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small. containing the trademark and brand name of the company. otherwise the consumer may go for substitute. menu-cards etc. tablemats.

➢ The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers. . so that they may aware with real situation of the market and consumers attitude towards the product. purity must be improved. i.e.Page 168 of 179 ➢ Display material should be provided to the retailers on more regular basis to increase the sales level. For this. they can arrange awareness camps in different locations. ➢ At every petrol-pump. ➢ The Company employees should make direct contact with the consumers. It will be helpful in generating impulse purchase and as awareness about the products of the company among the consumers. we should install Fountain Machine. ➢ Maintenance work of refrigerator.

quickmba.com www. R.com . Kothari Websites : www.indiacom.coca-colaindia.com www.Page 169 of 179 Bibliography Reference: Books Marketing Research Marketing Management Research Methodology Authors : Naresh Malhotra : Philip Kotler : C.google.com www.yellowpages.com www.

Page 170 of 179 QUESTIONNAIRE NAME OF OUTLET OWNER: AREA CONTACT NO.Type of channel .: (A ) GENERAL QUESTIONS 1).

Type of category a) Diamond b) Gold c) Silver ( ) ( ) ( ) .Page 171 of 179 a) Grocery ( ) b) Eating & Drinking ( ) c) Convenience ( ) 2).

Page 172 of 179 3). Are you familiar with project RED? a) Familiar b) Unfamiliar ( ) ( ) 4).Your belief on Coca Cola increased from Project RED by? a) 25% b) 50% c) 75% d) 100% ( ) ( ) ( ) ( ) 5).What kind of incentives you are getting from distributors? a) Schemes ( ) .

Page 173 of 179 b) Prizes c) Scratch coupons d) Cash discount e) None ( ) ( ) ( ) ( ) AFTER PROJECT RED 6) Improvement in condition of visicooler? a) Yes ( ) .

Page 174 of 179 b) No c) As it is ( ) ( ) 7) Has the availability of product increased? a) Yes b) No c) As it is ( ) ( ) ( ) .

Page 175 of 179 8) Has the activation of outlet increased? 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 ( ) ( ) ( ) .

Page 176 of 179 PERFORMANCE OF RED TEAM 10) What is the performance of Market developer? a) Poor b) Good c) Better d) Best ( ) ( ) ( ) ( ) 11) What is the frequency of deliveryman visit? a) Daily b) Weekly c) Monthly d) Never ( ) ( ) ( ) ( ) .

Page 177 of 179 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? .

Page 178 of 179 a) Continue b) Discontinue ( ) ( ) 14) Any suggestion? ………………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… .

Page 179 of 179 .

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