SALES AND MARKET PENETRATION AT

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD

AT WAORAIYUR, TRICHY

A Summer Internship Report

Submitted in partial fulfillment for the degree of
Master’s in Business Administration

by

AMAL SAMUEL

Amrita School of Business

Amritapuri Campus, Clappana P.O.,

Kollam - 690525, Kerala, India.

June 2022

1
 DECLARATION

I, AMAL SAMUEL, AM.BU.P2MBA21012, hereby declare that the project entitled “SALES
AND MARKET PENETRATION AT HINDUSTAN COCA-COLA BEVERAGES PVT.
LTD AT WORAIYUR, TRICHY” is a record of the independent project work done by me
under the guidance of Mr. Mani T, Sales Team Leader, HINDUSTAN COCA-COLA
BEVERAGES PVT LTD and Prof. Remya Vivek Menon, Assistant Professor, Amrita
School of Business, Amrita Vishwa Vidyapeetham, for a duration of 8 weeks, from April 18th
2022 to June 10th 2022.

I also declare that it has not formed the basis for award to any candidate for any previous
Degree, Diploma, Fellowship, or other similar titles.

Date: 31-07-2022
Place: Kollam Signature of student

2
 CERTIFICATE

This is to certify that project entitled “SALES AND MARKET PENETRATION AT

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD AT WORAIYUR, TRICHY”
submitted by AMAL SAMUEL, for partial fulfillment of requirement for the award of the
two-year full time MBA degree. This is a Bonafede record of the work done by him during
April 2022 to June 2022 in HINDUSTAN COCA-COLA BEVERAGES PVT LTD, Trichy
under my guidance and supervision and this has not been submitted by him for any other
degree, diploma, title or recognition earlier.

Date:
Place: Kollam
Prof. Remya Vivek Menon
Assistant Professor
Amrita School of Business,
Amritapuri Campus.

3
4
 TABLE OF CONTENTS

DECLARATION ....................................................................................................................... 2
CERTIFICATE .......................................................................................................................... 3
TABLE OF CONTENTS ........................................................................................................... 5
ACKNOWLEDGEMENTS ....................................................................................................... 6
LIST OF FIGURES ................................................................................................................... 7
LIST OF ABBREVIATIONS .................................................................................................... 7
EXECUTIVE SUMMARY ....................................................................................................... 8
CHAPTER 1 INTRODUCTION ............................................................................................... 9
1.1 COMPANY PROFILE ....................................................................................................... 9
1.2 PRODUCT PORTFOLIO ................................................................................................. 10
1.3 INDUSTRY PROFILE ..................................................................................................... 10
1.4 VISION ............................................................................................................................. 11
1.5 MISSION .......................................................................................................................... 11
1.6 GROWTH CULTURE...................................................................................................... 11
1.7 SWOT ANALYSIS .......................................................................................................... 12
1.8 PESTEL ANALYSIS ....................................................................................................... 12
CHAPTER 2 LITERATURE REVIEW .................................................................................. 14
2.1 SELLING .......................................................................................................................... 14
2.2 THE NATURE OF SELLING .......................................................................................... 14
2.3 SALES AND MARKETING ............................................................................................ 16
2.4 BRAND IMAGE INFLUENCE TO PURCHASE DECISION ....................................... 16
2.5 MARKET PENETRATION ............................................................................................. 17
CHAPTER 3 STUDY OF MARKET AREA .......................................................................... 18
3.1 COMPETITORS IN THE MARKET ............................................................................... 19
3.2 CLOSEST COMPETITION ............................................................................................. 19
3.3 COMPETITOR ANALYSIS ............................................................................................ 19
CHAPTER 4 OBJECTIVE AND SCOPE ............................................................................... 20
CHAPTER 5 MARKET PENETRATION AND VISUAL MERCHANDISING .................. 21
CHAPTER 6 RESULTS AND INTERPRETATION ............................................................. 24
CHAPTER 7 SUGGESTIONS ................................................................................................ 26
CHAPTER 8 CONLCLUSION ............................................................................................... 27
CHAPTER 9 ADDITIONAL WORK ..................................................................................... 28
REFERENCES ........................................................................................................................ 29
5
 ACKNOWLEDGEMENTS
At the outset, I would like to present this piece of work at the lotus feet of our guru and guiding
light Sri Mata Amritanandamayi Devi who has always been an inspiration to me through my
academics.
I would like to thank Dr P K Viswanathan, Principal, Amrita School of Business for giving me
with this opportunity to do summer internship project on behalf of Amrita School of Business.

I wish to place on records, my deep sense of gratitude to my mentor Prof. Remya Vivek Menon,
Assistant Professor, Amrita School of Business, for enlightening guidance and knowledge and
for been a constant source of support, encouragement and giving new ideas.

I would express my gratitude to Hindustan Coca-Cola Beverages Private Limited, for giving
me this wonderful opportunity. I would like to thank Mr. Senthil Kumar, General sales manager
for providing me with this opportunity of having internship. I would like to express my
respectful thanks to my company mentor, Mr. Mani T, Sales Team Leader whose constant
support, conscientious guidance and encouragement helped in achieving the prescribed
objectives of my project. Indeed, I would like to thank the MGR’s of Hindustan Coca-Cola for
their support. All of them were very cooperative and dedicated towards passing on their expert
knowledge to me.
I also take this opportunity to express my deed gratitude to my loving parents and friends who
are a constant source of motivation and help. Their never-ending support and encouragement
during the whole project are what has made these days unforgettable for the rest of my life.

6
 LIST OF FIGURES

FIGURE 1: Visual Merchandised Coolers 17

FIGURE 2: Sales Volume in the year 2019 19

FIGURE 3: Sales volume in the year 2022 20

FIGURE 4: Inactive and Scrap coolers 23

LIST OF ABBREVIATIONS

FMCG Fast Moving Consumer Goods

MGR Market Growth Representative

STL Sales Team Leader

PJP Permanent Journey Plan

7
 EXECUTIVE SUMMARY

One of the largest FMCG production and distribution firms in India is Hindustan Coca-Cola
Beverages Pvt. Ltd. The production, marketing, and distribution of beverages branded with the
Coca-Cola Company's trademark fall within its supervision. The company has a network of
4000 distributors, 7000 suppliers, and 2.66 million retail outlets in India. It also owns and runs
21 factories throughout the country. The objective was to increase sales of Coca-Cola products
in Woraiyur, Trichy.

The market given to me was Woraiyur, Under an MGR (Market Growth Representative). Find
the potential retailers who can sell soft drinks. The internship was done at the months April to
June. The beat wise list was given, according to the beat wise visit the outlets in walk in order.
Visited more than 300 outlets which were splitted into 3 beats. While visiting outlets daily
collected the details of the retailers and made awareness about our products. If there is a cooler
in an outlet, it needs to be visually merchandised as per planogram order and also note down
the Asset Numbers of each cooler. Take orders from the outlets and identify the new outlets in
the market area which is able to sell soft drinks. Then convincing the retailers to buy our
products and create Global Customer Code (GCC) for the outlet. Finally preparing the beat
wise list in walk-in-order.

Within a period of two months, Sales of the market area named Woraiyur was increased while
comparing the sales in the year 2019.

8
 CHAPTER 1

INTRODUCTION

1.1 COMPANY PROFILE

One of India's top FMCG manufacturing and distribution companies is Hindustan Coca-Cola
Beverages Pvt. Ltd. It is in charge of producing, packaging, selling, and distributing beverages
that bear The Coca-Cola Company's trademark. 21 factories are owned and run by the
corporation. Additionally, it supports and sources from 11 contract packers’ plants. The
premium, delicious beverages produced by Hindustan Coca-Cola Beverages are distributed
through a network of 4,000 distributors and more than 2.6 million retail locations. HCCBPL
was founded in 1997 with the straight forward goal of producing drinks for India in the21st
century and is headquartered at Bangalore. Current CEO of the company is Neeraj Garg.

The Coca-Cola system in India comprises of the following:

1. Coca-Cola India Pvt. Ltd

It is a wholly owned subsidiary of The Coca-Cola Company, USA. They manufacture and

sell the concentrate to the bottlers. They also manage the franchise operation in the

country and govern the operations of all the partners in bottling, suppliers, distributors and

other stakeholders.

2. Hindustan Coca-Cola Pvt. Ltd

They have 21 factories across India and they manufacture the beverages of the company

using the concentrates provided to them by Coca-Cola India Pvt. Ltd. HCCBPL has an

extensive distribution system spanning more than a million outlets operating with world class

execution standards.

9
1.2 PRODUCT PORTFOLIO
The major products of the company are:

▪ Coca-Cola
▪ Thums Up
▪ Sprite
▪ Fanta
▪ Limca
▪ Maaza
▪ Minute Maid
▪ Kinley Water
▪ Kinley Soda

1.3 INDUSTRY PROFILE

The beverage manufacturing sector encompasses the non-alcoholic, soft drink, bottled water,
energy and sports drinks, milk and dairy products, ready-to-drink, and alcoholic beverage
industries. Large business federations that operate in these regions are also included.
Businesses in the beverage industry, which commands the bulk of the market, manufacture
both alcoholic and non-alcoholic beverages. Just the top 50 companies in the non-alcoholic
beverage manufacturing sector account for 90% of total sales. As more factors that are
beneficial to health and the fact that they are more nutrient-dense than alcoholic beverages are
taken into account, the demand for non-alcoholic beverages has been strong and has risen
further. The production of drinks has increased dramatically worldwide over the last several
decades, and the projections for the near future are remarkable. Due to improvements in health-
related issues and the use of safe ingredients, the beverage industry has placed a strong
emphasis on both consumer and environmental concerns. Because of the utilization of
recyclable and reusable packaging solutions, the beverage industry has garnered a substantial
client base both locally and globally. The production, supply, marketing, and general reach of
advanced technologies are expected to play a critical role in the largest advances in the global
beverage manufacturing business in the near future.

10
India is one of the world's major beverage marketplaces. Pepsi and Coca-Cola account for more
than 60% of the carbonated drinks market in India. Pepsi entered India in 1989, and Coca-Cola
began operations two years later. Since then, the two behemoths have been pouring money into
the Indian soft drinks market in order to gain a competitive advantage. To solidify its position
in the Indian market, Coca-Cola has acquired the rights to the country's most popular soft drink
brands, including Thumsup, Limca, Citra.

1.4 VISION
The vision is to create brands and drink selections that people like, in order to refresh them in
body and mind. And done in ways that contribute to a more sustainable business and a more
equitable future that improves people's lives, communities, and our planet.

1.5 MISSION
• Refresh the world.
• Create value and make difference
• Build positive and happy experiences via their brands and activities.

1.6 GROWTH CULTURE

• Inclusivity
• Curiosity
• Agility
• Empowerment

11
1.7 SWOT ANALYSIS

Strengths Weakness

• Brand equity • Diversification of products

• Company valuation • Competition with Pepsi
• Global presence is vast • Water management
• Market share • No Health drinks
• Brand valuation is higher
• Customer loyalty

Opportunities Threats

• Diversification • Raw material sourcing.

• Emerging economies • Indirect competitors.

• Supply chain and logistics improvement • Increasing health conscious.

• Promote lower-selling items. • Competition from local drinks

• Expand through acquisition

1.8 PESTEL ANALYSIS

Political Factors

Coca-Cola is a brand that is heavily reliant on government laws governing sugar and caffeine
intake. And with policymakers increasing harsher on such matters as the general health
condition deteriorates. Changes in taxation, labour legislation, and job circumstances can all
have an impact on these situations.

Economic Factors

Water intake in large numbers is an issue that impacts Coca Cola in a variety of ways. The
corporation is compelled to spend a large portion of its budget on resolving water crisis

12
concerns and meeting their water demands. The global economic crisis has also had a negative
impact on the corporation since Coca-Cola is still considered a luxury item in many nations,
and in times of crisis, such goods are sure to lose sales.

The growing cost of raw resources is cause for concern. Coca-Cola manufactures its drinks
with certain relatively basic materials, the prices of which are always growing. The corporation
may be observed relocating its manufacturing base to several nations with reduced raw material
costs.

Sociocultural Factors

People’s preference of healthy drinks over flavoured drinks, Cultural trends in various global
locations, Demographics, ageing population.

Technological Factors

The introduction and impact of Artificial Intelligence in businesses, Existing in the era of
digital transformation, The impact of social media technologies and campaigns.

Environmental Factors

Draining off ground water in India, Challenges posed by climate change, Challenges to control
ever growing plastic and can wastes, Climate and weather variations affects the level of
customer patronage; people drink more in hot and humid times and areas.

Legal Factors

The biggest legal challenge that Coca Cola faces is compliance with the local laws of the
nations in which it operates. The brand must guarantee that all regulations are followed
wherever its products are sold. Coca-Cola has been sued in the past for having excessive
caffeine levels in their drinks in several nations.

Another legal issue that indicates potential issues is their labour practises. The corporation has
a history of treating its employees unfairly and paying salaries that are lower than the industry
standard in their operating nation. As a result, numerous labour unions have protested Coca-
Cola. The company's business ethics are a top priority right now.

13
 CHAPTER 2

LITERATURE REVIEW

2.1 SELLING
Selling is one of the oldest professions in the world, as Philip Kotler's definition in "The
Principle of Marketing." Salespeople, sales representatives, account executives, sales
consultants, sales engineers, agents, district managers, and account development reps are just
a few of the titles used to describe those who do sales. However, according to Pederson, Wright,
& Weitz, "The definition of selling that influence and persuasion is just a portion of selling. In
order to ensure long-term happiness, selling also entails offering information on potential
remedies, assisting customers with issue identification, and providing after-sales support. As a
result, selling is more than just getting a customer to buy something; it's also about
understanding their main problems, helping them to understand them, and helping them to
solve those problems with the products or services we provide, all while maintaining a long-
lasting and valuable relationship.

2.2 THE NATURE OF SELLING

The easiest way to conceive about how natural processes work to close a deal is to sell. Selling
is frequently a highly difficult process that covers a wide variety of various sorts of selling
tasks and requires the application of a whole host of principles, techniques, and great personal
expertise. Selling is a simple "how it's done" conceptual approach that has to do with
understanding how to conclude the selling activity by closing a sale as a successful selling
process. Selling has evolved into the most crucial link between a firm and its customers as a
result of certain businesses investing significant sums of money in its salespeople's training to
perfect the art of selling. Selling is the activity carried out by a business or organisation utilising
a workforce known as sales force, salesperson, or salespeople to carry out both organisational
and selling functions. According to The Sales Bible, "Selling is not a question of leads and
appointments followed by closures. It does not even matter how well your product or service
is received. But selling depends on who you are, how you feel about yourself, and how
14
committed you are to achieving personal perfection. Sales philosophy focuses on how
accountable a salesman is for the actions they do when making a sale and how well they can
assist both consumers and themselves. This way, the salesperson can finally succeed in their
task of closing a deal. The following are the commandments for selling or other sales activity
success:

• To think is to adopt a certain perspective toward the selling. The salesperson will
become more approachable, cheerful, energetic, optimistic, assured, pleasant, and
prepared beyond nervous as a result of their mindset when approaching the sale. Each
individual develops their mindset in a unique way.
• Believe implies making a commitment to your destiny that might penetrate your
fearlessness in providing goods or services, which also increases the company's
confidence in you and the clients you interact with. As a result, it will produce better
results in marketing activities with little fear.
• Engage will foster interpersonal connections or engagement between salespeople and
clients. Performing sales to friends is simpler than to strangers since they already know
who you are.
• Discover encourages customers to purchase for their own reasons rather than those of
the salesman. The majority of individuals lack an understanding of their motivation and
primary need; thus, it is critical to ascertain these factors before assisting them in
making a purchase.
• Asking questions can increase your understanding about the potential customer as well
as other environmental facts that may be useful and advantageous during the selling
process.
• Observe is the salesperson ability listening to the prospective, about their perspective
and problem understanding.
• Dare refers to the salesperson's willingness to take a risk. Risks faced by oneself as well
as the prospective customer must be adequately threatened in order to foster trust in
risk-taking.
• When sales are not made, it is important to establish who is to blame. The salesperson
should not blame himself or herself, but must accept responsibility. Learn from every
experience and contribute to future growth.
• Earning is selling for the relationship rather than the commission. "We may make
money by selling anything, but we can make a fortune by making a friend." Those
15
 quotes have explained that if we sell a service to a customer, one will build a
relationship for long-term profitability and loyalty.
• Prove is used to motivate the salesperson to go above and beyond. Proving their good
performance and outstanding results will entice the salesperson to participate in a good
competition and push them to do their best in every selling activity. People must
sometimes demonstrate what they can do to self-actualize in order to perform better.

2.3 SALES AND MARKETING

Relationship Selling and Sales Management by Marshall and Johnston, 2005, discusses the
importance of selling inside marketing. Companies use the marketing idea to acquire
information from customers in order to make strategic decisions about what items to market,
where to sell them, how to get them to the market, at what price, and how to engage with
customers. Salespeople engage in sales activity not just to achieve a transaction but also to
acquire information that may be used in marketing concepts.

Relationship, Marshall and Johnston Furthermore, the 4P's Marketing idea (product, place,
price, and promotion), often known as marketing mix, has evolved into a marketer's toolkit that
aids in the development of marketing strategies that contribute to sales activity. Promotional
Mix or Marketing Promotional Mix (advertising, sales promotion, public relations and
publicity, and direct marketing) is also used by salespeople in selling practise to guarantee that
the practise of integrated marketing communication (IMC) inside a business and its customers
works well. Those facts or sales and marketing are combined to form the best-selling practise.
There are competitive elements that effect a market in terms of selling, The market-oriented
perspective, which includes customer-orientation and sales orientation, is used in selling
activities which is a combination of marketing principle and selling principle that appear from
selling practice in the real world.

2.4 BRAND IMAGE INFLUENCE TO PURCHASE DECISION

Purchasing decisions are the assessment step, in which consumers compose consumer brands
in their minds and determine the worth of the purchase. Typically, people will select a favourite
brand with reasonable costs. Someone who has a positive opinion of a product will have an
impact on the purchasing choice. Brand image is a notion generated by consumers using
subjective reasoning and personal feelings. The perception of a brand conveyed by brand
connections in consumer memory is known as added brand image. As a result, the stronger the

16
brand image of a product, the more people are interested in purchasing it. Product interest
improves buying decisions.

2.5 MARKET PENETRATION

Market penetration is the promotion of current items in established markets. Associating the
drinks with numerous cultural and other events is one of Coca-market Cola's penetration
strategies. One example is linking Coca-Cola with Christmas since they both have the colour
red in common. The same may be said about connecting Coca-Cola with Eid. In addition, the
corporation minimizes competition by purchasing competitors. It also provides various bottle
sizes and tin cans to meet the demands of various consumers. Coca-Cola also provides various
discounts and bundled pricing at certain occasions to increase sales. The corporation also
participates in numerous athletic and community activities to enhance brand image and
publicize its products. Coca-Cola also provides free samples during promotional events to
assist people become acquainted with its goods. Furthermore, the corporation vigorously
promotes its products through numerous promotional methods. All of these initiatives assist to
boost the visibility of Coca-Cola products in their present markets.

17
 CHAPTER 3

STUDY OF MARKET AREA

The market area given to me was Woraiyur which is one of the sensitive market areas in
Tiruchirappalli district, heart city of Tamil Nadu. It’s a residential area of population around
40000. It’s one of the busiest areas in the city and also its one of the early starting market areas
and the most traffic place. It’s being known for its ancient culture. This is one of the local
market area. At the time of my internship the average temperature was 38 degrees Celsius. The
HCCBPL and distribution agency has mapped this city and divided into 3 beats according to
their sales territory.

The 3 beats are:

⚫ GH beat - Here the number of outlets is 89 and the MGR needs to visit these outlets on
Monday and Thursday.

⚫ Woraiyur beat - In this beat 159 outlets, in this market area retailer’s shops are close by
close and MGR needs to visit these outlets which they are being divided into two sets half
of the outlets in Tuesday and other half which is in outer-skirts of Vayalur need to be
visited in Friday

⚫ Vayalur beat - 61 outlets, MGR needs to visit these outlets in Wednesday and Saturday.

Total outlets in the area are 309.

On the basis of category of shops, retail outlets can be classified into:

• Petty shops
• Convenience stores
• Supermarkets

Based on industry present there compatible with soft drink and bottled water business:

• Restaurants
• Hospitals, healthcare clinics.
• Educational institutions
18
3.1 COMPETITORS IN THE MARKET
• The main competitor is Pepsi.
• In the category of energy drink Red bull is a competitor
• Tata Glucon+ is a main competitor in the 200ml category.
• Tilo

3.2 CLOSEST COMPETITION

The closest competition is Pepsi. For each coke product there is an equivalent product

Coke Products Pepsi Products

Coca-Cola Pepsi

Sprite 7 up

Fanta Miranda

Maaza Slice

Kinley water Aquafina

Kinley Soda Lehar Soda

3.3 COMPETITOR ANALYSIS

The major competitor of Coca-Cola is PepsiCo. PepsiCo provides a diverse range of food and
beverage items, including 7UP, Tropicana, Mirinda, and Aquafina. It has 62 factories in India,
all of them are at handy locations. Over the last two decades, the firm has created eight new
brands that today generate more than 1000 crores in yearly retail sales across the country.
PepsiCo has made significant investments in India in product innovation, production, market
infrastructure development, and supply chain improvement. Coca-Cola employs tens of
thousands of people. Pepsi India and Hindustan Lever cooperated in India to develop a
marketing alliance to encourage soft drink sales via a network of vending machines and
fountains. Other competitors include Parley Agro, Red Bull and local drinks which is also
giving tough competition to Coca Cola.

19
 CHAPTER 4

OBJECTIVE AND SCOPE

Objective:

To increase the sales of Coca-Cola products in the area Woraiyur, Tiruchirappalli, Tamil Nadu
and penetrate the market even further and increase the retailers’ strengths.

Scope:

The intention behind was to found out the unidentified and new outlets in the given market area
and generate sales in those outlets and also identify the cooler which is missing and shifted,
collecting contact details of retailers and update it on their data system. The internship period
was from April to June, it’s the time where temperature is high about more than 30 degrees
Celsius and thus the demand for soft drinks will be higher during these months. If we could
penetrate the market and create new outlets this will help in increase the sales. And thereby
new retailers will be joined with the company.

20
 CHAPTER 5

MARKET PENETRATION AND VISUAL MERCHANDISING

Daily visiting the outlets according to beat wise was the initial step and thus by knowing the
market area. On each day according to the Permanent Journey plan (PJP) the beat should be
covered. Thus, it ensures all the outlets in the beats are being visited and the order being taken.
Asking for feedback from the retailers improves the quality of the service. Covered all outlets
in the market area and found out new outlets where sales can be done and was able to convince
17 retailers to buy Coca-Cola products. Able to convert Pepsi monopoly outlets to Coke.
Provided retailers cooler if needed at free of cost, placed advertisement boards in which 75 %
of its space occupied by Coke and the remaining 25% the outlet name.

After that installation of cooler was done to the outlets where coolers are free of cost and it will
be set up the company. A total of 309 outlets were visited in the market area including the new
outlets created and taken orders on daily basis according to beat wise. Main activity is to
convince the retailers about our products and maintain a good relationship with the retailer.
The image given below shows the arrangement of cooler, where the cooler being visually
merchandised and impulse purchase of products.

RED strategy which is Right Execution Daily in this cooler merchandising and arranging the
new stocks in the cooler is included. Daily activities of the market growth representatives are
done based on this strategy execution. By visually merchandising the cooler helps in organising
the outlets and attracts customers, it helps in creating a visual image in customers mind, which
will be stored in their mind and engage customers to buy the products.

21
 Fig 1: Visual merchandised cooler

There is a planogram for the arrangement of cooler in which:

• First rack – Can, in order Coke, Thums up, Fanta, Sprite, Limca, Monster.
• Second rack – RGB (Returnable Glass Bottles), small PET bottles.
• Third rack – 600ml and 750ml.
• Fourth rack – 1L CSD, 1.2L juice and Water.
• Fifth rack – 2.25 CSD and 2L Water.

22
On the basis of consumption its classified into: -

For CSD:

▪ Immediate Consumption (IC) pack – 200ml RGB, 250ml CSD, 300ml Can, 400ml CSD.
▪ OTG (On The Go) or SH (sharing) – 600ml CSD, 750ml CSD.
▪ FC (Future Consumption) – 1L CSD, 2L CSD, 2.25L CSD.

For Juice: (Maaza, Minute maid)

▪ Immediate Consumption (IC) pack – 150ml Tetra, 200ml RGB, 250ml PET.
▪ OTG (On The Go) or SH (sharing) – 400ml and 600ml.
▪ FC (Future Consumption) – 1.2L, 1.5L, 1.75L

23
 CHAPTER 6

RESULTS AND INTERPRETATION

By creating 17 new outlets and installing new coolers to the outlets, the number of cases being
sold and the sales has increased significantly in this year which in turn increase the overall
revenue of the company in Trichy. The graph below shows the increase in number of cases
during the period of month January to June.

Fig 2: Sales volume in the year 2022

From the above graph we can see that the sales at the month of June have increased drastically,
2282 cases been sold in the month of June.

24
The data given below shows the sales volume for the year 2019 in the market area woraiyur.
Total is the number of cases sold.

Fig 3: Sales volume in the year 2019

• In 2019 the number of cases sold in Woraiyur was 785.

• In 2022 June 2282 cases were sold.
• An increase of 1497 cases in the year 2022 in the given market area.

Note: Due to COVID-19 regulations, the market in Trichy city declined by almost 20%
during 2020–2021; hence, the year 2019 has been used as a reference to compare with 2022.

25
 CHAPTER 7

SUGGESTIONS
⚫ The stock must be delivered on time.

⚫ Company should provide schemes and offerings to retailers.

⚫ During the peak sales season the company should ensure the availability of Coca Cola
products in all retail outlets.

⚫ Servicing of cooler should be done fastly.

⚫ Shortage in demand products i.e., pulpy orange was less in number and later been out of
stock.

⚫ Providing credit scheme to the retailer.

⚫ Availability of stock must be ensured in outlets without any delay.

26
 CHAPTER 8

CONLCLUSION
As part of the internship, was able to increase the sales volume of Hindustan Coca-Cola
beverages in Trichy city which is major market for coca cola in Tamil Nadu. This was done by
finding out newer retail shops that were compatible with the business and by setting up coolers
which is very essential to get more sales and orders in the long run. Also, found that the demand
for soft drinks is extremely high during the hottest months of the year to the point where the
company found it hard to supply stocks at the right time to the retailers because they were
eventually running out of stock and couldn’t keep up with demand which is a supply chain
issue that is to be dealt with. The competitors in this market area also very strong enough to
penetrate market so, the company shouldn’t give any chance of penetration

Able to obtain a deeper insight of the company’s day to day operations and sales tactics while
engaging and visiting various markets. How the relationship is being maintained with the
retailer. Able to create 17 new GCC code for the new outlets. The arrangement of cooler and
how it attracts customers. Learned the procedures for creating new outlets and giving cooler.
The stock must be delivered on time. Able to increase sales in Woraiyur, Puthoor area by taking
orders and creating new outlets.

Company has to provide accurate after sales service and provide offers to the retailers.
Company data had been structured and the details of the retailers have been entered. So, to
conclude, Woraiyur area of Trichy city is a growing market with great potential that will keep
on increasing year after year.

27
 CHAPTER 9

ADDITIONAL WORK
• Identified shifted and missing coolers.
• Identified inactive and scrap coolers.
• Able to convert Pepsi outlets to Coca-Cola.
• Found out the shifted coolers.
• Found out the cooler being misused.
• Found out the scheme offered by Pepsi.
• The internship helped in inspecting if the retailers are being loyal to the company by
keeping Coke products inside the company cooler.
• Note down the asset number of each cooler in the market, 64 coolers were there and
note down the asset number of each cooler and prepared an excel sheet with the details.

Fig 4: Scrap and Misused cooler

28
 REFERENCES
• https://www.hccb.in/
• https://www.coca-colaindia.com/
• http://library.binus.ac.id/eColls/eThesisdoc/Bab2/2013-1-00238-MN%20Bab2001
• Pegler, M. M., & Bliss, L. L. (2006). Visual merchandising and display. New York:
Fairchild Publications.
• Mayo, E. J., Lee, H., & Reck, R. (2015). Personal selling and communication style: An
exploratory test of the communication style model. In Proceedings of the 1991
Academy of Marketing Science (AMS) Annual Conference (pp. 328-332). Springer,
Cham.

29