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ROUTE TO MARKET IN BEVERAGE INDUSTRY
PROJECT UNDERTAKEN AT ADVANCE SALES & SERVICES COCA-COLA, LUCKNOW
In partial fulfillment of POST GRADUATE DIPLOMA IN MANAGEMENT (2009-11)
By: KULDEEP TIWARI Roll No. TPS (A)-18023
SIVA SIVANI INSTITUTE OF MANAGEMENT, KOMPALLY, SECUNDERABAD-500014
I would like to express my heartiest gratitude to Ms. MEGHNA (HR Manager) of Advance Sales & Services-Coca-Cola, Lucknow for giving me an opportunity to associate myself to the world‘s largest soft drink Co. I would like to express my heartiest gratitude to MR. VYOM SRIVASTAVA (RTM Manger) of Advance Sales & Services-Coca-Cola, Lucknow for giving me an opportunity to associate myself to the world‘s largest soft drink Co., without whom an internship with, Advance Sales & Services-Coca-Cola, Lucknow would not have been possible. I am grateful to him, for having taken time off his busy schedule and spoken to the concerned person to get me this internship. I express my gratitude to Advance Sales & Services-Coca-Cola, Lucknow for having given me an opportunity to work with them and make the best out of my internship.
Place: Secunderabad Date:
Signature Kuldeep Tiwari
I, KULDEEP TIWARI, declare that this project report titled ―Route To Market‖ has been carried out by me under the guidance of Prof. K.S.HARISH of Siva Sivani Institute Of Management and Mr. Vyom Srivastava of Advance Sales & Services Pvt Ltd Lucknow; and it is my original work as part of my academic course.
Signature Kuldeep Tiwari
5 Limitations…………………………………………………………….....42 3.1 Industry profile ……………………………………………………..3 Departmental Details………………………………………………………………………………….7 1.34 2.2: A brief insight.43 ...1: INTRODUCTION…………………………………………….27 2.1 Introduction………………………………………………………………42 3..8 Figure: Beverage Industry in India…………………………………………..1: A brief insight.3: Objectives of the 1.2 Research Design…………………………………………………………42 3.11 CHAPTER – 2 2.4 Product profile……………………………………………………………………………………………36 CHAPTER-3 RESEARCH METHODLOGY 3.4 study…………………………………………………………………. CHAPTER.15 2.43 3..6 1.CONTENT TABLE OF CONTENT PAGE NO.The FMCG Industry in India…………………………………….The Beverage Industry in India………………………………..3 Sample Profile…………………………………………………………....4 Tools and Methods Data Collection……………………………………. 10 1.2 Company profile……………………………………………………….11 A Literature Review……………………………………………………………………….
1 Findings………………………………………………………………………………………………58 5.4 4.2 Suggestion………………………………………………………………………………………….1 Data Analysis………………………………………………………….2 Interpretation……………………………………………………………52.CHAPTER.61 ..60 5.3 Bibliography………………………………………………………………………………………..44 4. CHAPTER-5 5.
Sprite. has brought pleasure to thirsty consumers around the globe. Pulpy Orange and Nimbozz Fresh of which the latter one is recently introduced in Indian market. 1886. Out of these brands the company is having 3 major juice drinks which are Maaza . more than any other consumer product. Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. . marketer and distributor of non-alcoholic beverage concentrates and syrups. Fanta. used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators. the product that has given the world its best-known taste was born in Atlanta. helps in designing route and planning for distribution. Coca-Cola being a global company has several brands throughout the globe. For more than 115 years. More than anything.CHAPTER-1 INTRODUCTION-Coca-Cola. The company is leading over rivalry companies with major market share and most preferred brands in India. it also produces and markets sports drinks. Limca. This unique worldwide system has made The CocaCola Company the world‘s premier soft-drink enterprise. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. Pulpy Orange and Kinley in India. In addition to this. fountain retailers and fountain wholesalers. Georgia. Thumbs-up. from Montreal to Moscow. This `RTM` project is done for an area of Advance Sales And Service Pvt Ltd (Franchise in Lucknow). The company is having 8 major brands viz Coke. distributors. tea and coffee. Coca-Cola. RTM stands for Route To Market. on May 8. Maaza. It has its operations in more than 200 countries and India is one of them. In India Coca-Cola does its business on franchise basis. that system is dedicated to people working long and hard to sell the products manufactured by the Company. Coca-Cola Company is the world‘s leading manufacturer. From Boston to Beijing.
THE FMCG INDUSTRY IN INDIA-Fast Moving Consumer Goods (FMCG). most of the companies were forced to revamp their product. The Indian FMCG industry witnessed significant changes through the 1990s. the Indian customer witnessed an .1: A BRIEF INSIGHT. Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product categories. also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. marketing. By the turn of the 20th century.Coca-cola enterprise Inc. distribution and customer service strategies to strengthen their position in the market. As a result. Type Founded Headquarters Chief Executing Officer Industry Revenue Operating income Net Income Employees : : : : : : : : : Public 1886 Atlanta Georgia USA Mutthar Kent Beverages $19800 billion USD $1.495 billion USD $1. With the liberalization and growth of the Indian economy.143 billion USD 95000 (approx) 1. the face of the Indian FMCG industry had changed significantly. Consumers generally put less thought into the purchase of FMCG than they do for other products.
Colgate. direct distribution. Metal polish and Furniture polish. HLL led the way in revolutionizing the product. Paper products (Tissues. leading to the rapid growth in the FMCG industry. The FMCG sector consists of the following categories:Personal Care. These changes had a positive impact. Wash (Soaps). the major players being. . Deodorants and Perfumes. rapid urbanization. Dabur and Procter & Gamble. such as television and the Internet. Hair care. Household cleaners (Dish/Utensil/Floor/Toilet cleaners). computers. Household Care. Godrej Soaps. Increased availability of retail space. Unlike some industries. FMCG does not suffer from mass layoffs every time the economy starts to dip. distribution and service formats. and airlines. Marico. market. distribution and service formats of the FMCG industry by focusing on rural markets.Fabric wash (Laundry soaps and synthetic detergents). The FMCG sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing to manufacturing by investing in the zones. Though the absolute profit made on FMCG products is relatively small. they generally sell in large numbers and so the cumulative profit on such products can be large. A person may put off buying a car but he will not put off having his dinner. Cosmetics and Toiletries. and qualified manpower also boosted the growth of the organized retailing sector. social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. Diapers. the major players being. Hindustan Lever Limited. The realization of the customer's growing awareness and the need to meet changing requirements and preferences on account of changing lifestyles required the FMCG producing companies to formulate customer-centric strategies. Nirma and Ricket Colman. Air fresheners. Apart from this.increasing exposure to new domestic and foreign products through different media.Oral care. creating new product. Insecticides and Mosquito repellants. such as automobiles. Sanitary products) and Shoe care. Hindustan Lever Limited.
Breads. Pepsi and Dabur Spirits and Tobacco. in order to come up with better products to gain more consumers and satisfy the existing consumers. Tea. Juices. Processed meat. Branded sugar.2: BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT-In India.Branded and Packaged foods and beverages. Branded flour. Soft drinks. Bottled water. Bakery products (Biscuits. Philips and UB 1. Chocolates. CocaCola.Health beverages. Nestle. Branded rice. ITC. Coffee. the major players being. Processed vegetables. Cadbury. beverages form an important part of the lives of people. the major players being. Hindustan Lever Limited. Ice-creams. It is an industry. Cakes). in which the players constantly innovate. Processed fruits. Godfrey. FIGURE: BEVERAGE INDUSTRY IN INDIA . Snack foods. Staples/Cereals.
relaxation.The beverage industry is vast and there various ways of segmenting it. purchase and consume. The different ways of segmenting it are as follows:--- Alcoholic. . Communication should be relevant and trendy so that consumers are able to find an appeal to go out. refreshment. stimulation. These two perceptions are the biggest challenges faced by the beverage industry. as a big opportunity. for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy. Four strong strategic elements to increase consumption of the products of the beverage industry in India are: The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable. In order to leverage the beverage industry. so as to cater the right product to the right person. it could be observed that consumers perceive beverages in two different ways i. taste. non-alcoholic and sports beverages Natural and Synthetic beverages If the behavioral patterns of consumers in India are closely noticed. Consumer education is a must to bring out benefits of beverage consumption whether in terms of health. It is important to look at the entire beverage market. The beverage market has still to achieve greater penetration and also a wider spread of distribution. well-being or prestige relevant to the category. beverages are a luxury and that beverages have to be consumed occasionally.e.
Maaza) at the retail outlets in the area. Cola Turka is a major competitor to Coca-Cola. The company captured a larger share of the market even though its Coke Classic brand fell 0. soft drink industry rankings released last week.6 percentage points in market share and increased its case volume by 2. In India. 1. To find out the present status of COCA -COLA (ThumsUp. is served in Cuba instead of Coca-Cola. However. Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola. In Iran and also many countries of Middle East.9% market-share in India. Sprite. To find out the ROI of the distributer. according to Beverage Digest/Maxwell.1. in 2002.3: OBJECTIVES OF STUDY- The main objective of this RTM project is to increase the sales of the company.S. Mecca Cola and Qibla Cola. Coca-Cola dominates 44. Coke. in which there exists a United States embargo. some local brands do compete with Coke. Coca-Cola held a 60. a domestic drink. in the Middle East.3 percent . In Turkey. Tropicola. Coke gained 0. a New York-based industry newsletter and data service. To find out total number of outlets for chowk distributor. Coca-Cola ranked third behind the leader.1 percent. Limca. To find out available opportunities in the market by finding gaps. To enhance the market share of the company. is a competitor to CocaCola. and local drink Thums Up. Around the world. To collect data for the activation of new map and new channels. Coca-Cola Co. but outsells Coca-Cola in some localities. slightly increased its lead over rival Pepsi-Cola Co.4 : A LITERATURE REVIEW-Pepsi is often second to Coke in terms of sales. Fanta. The Coca-Cola Company purchased Thums Up in 1993.6 percentage points in market share. To find out the effectiveness of RTM Program To find out cost effective and efficient routes for distribution To develop new routes for seamless distribution The study helps to know the distribution and marketing strategy of the company. As of 2004. thanks to the successful launch of Vanilla Coke and the growth of Diet Coke. To find out the condition of visi cooler. according to U. Pepsi-Cola.
2 percentage points away from where it stood in 1998 at 44. It is the function which starts the process of planning before distribution. The No. RED lays down standards for visi-coolers.4 percent of the U. developing new routes. soft drink market. planning seamless distribution in that area by clubbing appropriate street.2 percentage points in market share. it's only 0. but saw its market share drop between 1999 and 2001. developing new routes and deciding which kind of vehicle will visit a particular route.S. Red Concept Red(right execution daily) is a tool to measure sale team and distributors ‗performance in the outlets with respect to all parameters of execution. it involves the planning. In the case of indirect distribution RTM helps the organization in selecting potential distributor by evaluating available infrastructure of the distributor. deciding appropriate vehicle and number of vehicle and making strategy for seamless distribution. Pepsi-Cola lost 0.of the U. In this the researcher is given a area and the researcher has to make a list according to the outlets he gets in that particular area side by side the researcher has to make a map showing all the outlets which he has listed in his sheet . brand norms and in-outlet activation elements. With the latest gains.directly by franchise and indirectly by distributor. It tracks brands and brand pack penetration in outlets. While drawing map the researcher should plot the outlets as well as big landmark very clearly. . In the case of direct distribution.5. It lays down specific norms and elements for enhanced in-out brand execution.S. soft drink market. RTM Concept The full form of RTM is ROUTE TO MARKET. deciding and suggesting appropriate infrastructure for the distributor. 2 company commands 31. RTM helps organization to prepare strategy for effective and efficient distribution.
200-499C/s Bronze .500-799C/s Silver .<200C/s Channel: (a) Grocery Store (b) Eating & drinking channel 1 (c) Eating & Drinking channel 2 (d) Convenience channel .Types of Outlets: The company has divided their outlets on the basis of the following criteria1. Volume 2. Channel 3.800>C/s & above Gold . Income group Volume: There are four types of outlets according to the volume of sales of the outletDiamond .
Income Group: According to the income group of the area Low Medium High .
Diet coke presently constitutes just 0.7% of the total carbonated beverage market.CHAPTER-2 2. Growth promotional activities The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. The market witnessed 5.n cases (6480mn bottles).1: INDUSTRY PROFILE-Soft drink Industry in India--Soft drink market size for FY00 was around 270 m. Soft Drink Production area The market preference is highly regional based. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements. thumps up. Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control. Western markets have preference towards mango flavored drinks.6% growth in the early‗90s. While cola drinks have main markets in metro cities and northern states of UP. The market size for FY01 is expected to be 7000 mn bottles. Sodas too are sold largely in southern states besides sale through bars. good quality and low cost. The soft drinks market till early 1990s was in hands of domestic players like campa. Orange flavored drinks are popular in southern states. Haryana etc.8% per annum compared to 22% growth rate in the previous year. Punjab. . Presently the market growth has growth rate of 7.
Cola products account for nearly 61-62% of the total soft drinks market. Parle invested a great deal into their leading brand. when the United States and Britain invaded Iraq. The brands that fall in this category are Pepsi. Since the early 1990‘s Coca-Cola Corporation and PepsiCo have beencombating on what is known as the ―Beverage Battlefield‖ in India. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available. During the absence of foreign investment in the soft drink industry in India a local company.Types – Soft drinks are available in glass bottles. The market can also be segmented on the basis of types of products into cola products and noncola products. aluminum cans and PET bottles for home consumption. Cola. namely: Orange. Thums Up. Political challenges Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. Parle. management perhaps could‘ve done more to not only attempt to predict the .Cola. the All-India Anti-Imperialist Forum called a boycott on goods from America and India. 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. Initial difficulties From a historical standpoint. Today India is one of the most sought after countries for foreign investments because of their continually growing market opportunities. lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. In 2003. Indian‘s protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. Diet Pepsi etc. Clear Lime and Mango. While the war was beyond control for these two companies. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. and played a dominant role in the soft drink industry until the liberalization of the Indian economy in 1991. diet coke. Coca Cola‘s past venture in India had ended on bad terms with the Indian government BEVERAGES Alcoholic Non-Alcoholic Carbonated Non-Carbonated Cola Non-Cola Non-Cola when they refused to offer up their trade secrets. became the market leader. Soft drinks can be further divided into carbonated and non-carbonated drinks. Coca-Cola and Pepsi were facing obstructions even before entering the market in the late 1980‘s. Thumps Up. After this time many of the political and legal obstacles facing Coca-Cola and Pepsi were lessened. Cloudy Lime. Coca.
To compete competitively in the market . While political and legal factors produced problems for Coca-Cola and Pepsi. Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and increase their sales. 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 a lot of things to prevent that situation from happening. By offering smaller sized bottles many consumers also increased the frequency in which they were purchasing the soft drinks. Both companies could‘ve made the mistake of using American celebrities or already made American commercials to advertise their products in India. but instead made the right move by making advertisements to specifically target their foreign market. One such barrier was the affordability of products for Indians. and celebrities to endorse their products.Pepsi reduced their prices as well. . Because India is a country where people are known to live on very little a day. athletes. Both companies also created smaller sized bottles to allow for lower prices for Indian consumers. 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. the idea of getting people to spend what little they have on a soft drink could be quite a stretch. but also could‘ve created advertisement campaigns to address the situation. 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 Coca-Cola India went with an aggressive pricing policy and reduced the price of their soft drinks in 2003 from 15% to 25% nationwide. Pricing price for Indian market Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India.backlash from Indian consumers due to the war.
bottling. 750 crore) between September 2002 and March 2003.000 local employees at its twenty-seven whollyowned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contractpackers to manufacture a range of products for the company. Citra and Gold Spot provided not only physical manufacturing. Maaza.Coca-cola in India Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. Coca.22 By 2003.Cola. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process The complexity of the consumer soft drink market demanded a distribution process to support 700. open-bay three wheelers. From 1993 to 2003.Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume. . In 2000. Sprite and Fanta. Shock energy drink and the powdered concentrate Sunfill hit the market. 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. and distribution assets but also strong consumer preference.23 Encouraged by its 2002 performance. plus the Schweppes product range. After a 16-year absence. Leading Indian brands joined the Company's international family of brands.25 In addition to its own employees.ton trucks. and quality. and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. Limca. making it one of the country‘s top international investors. including Coca. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola invested more than US$1 billion in India. Coke‘s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21).000 retail outlets serviced by a fleet that includes 10.24 Coca-Cola India produced its beverages with 7. diet Coke. the company launched the Kinley water brand and in 2001. 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. profitability. Coca-Cola returned to India in 1993.
Rivalry: Revenues are extremely concentrated in this industry. meanwhile.Coke indirectly created employment for another 125. we can include both CPs and bottlers in our definition of the soft drink industry. They also deal with similar suppliers and buyers. To be sure. Beverage substitutes would threaten both CPs and their associated bottlers. for a total industry profitability of 14% (Exhibit 1). supply. Because of operational overlap and similarities in their market environment. capturing the value of . especially in the 1980s and 1990s. production. and distribution networks. In fact.g. as Pepsi was able to compete on attributes other than price. This industry as a whole generates positive economic profits. The Pepsi Challenge. other beverages. through alliances (e. marketing and distribution. soft drinks were synonymous with ―colas‖ in the mind of consumers. and this occasionally hampered profitability. Coke and Nestea). together with their associated bottlers. The industry is already vertically integrated to some extent. Adding in the next tier of soft drink companies.g. CPs earned 29% pretax profits on their sales. In 1993. Substitutes: Through the early 1960s. or even a duopoly between Coke and Pepsi. commanding 73% of the case market in 1994. became more popular. Coke and Minute Maid). sharing costs in procurement. the top six controlled 89% of the market. price wars resulted in weak brand loyalty and eroded margins for both companies in the 1980s.000 Indians through its procurement. there was tough competition between Coke and Pepsi for market share. resulting in positive economic profits. for instance. These two parts of the industry are extremely interdependent. Over time. from bottled water to teas. however. Entry into the industry would involve developing operations in either or both disciplines. with Coke and Pepsi. CPs do some bottling. Pepsi creating Orange Slice). and internal product innovation (e. acquisitions (e. Many of their functions overlap. Coke and Pepsi responded by expanding their offerings.g. Poters five force Models: Defining the industry: Both concentrate producers (CP) and bottlers are profitable. affected market share without hampering per case profitability. while bottlers earned 9% profits on their sales. and bottlers conduct many promotional activities. one could characterize the soft drink market as an oligopoly. For example.
the principal customer for soft drink makers. so they needed Coke and Pepsi products. and development of special management skills for more complex manufacturing operations and distribution. on the . Coke and Pepsi effectively further reduced the supplier of can makers by negotiating on behalf of their bottlers. Bottlers were able to overcome these operational challenges through consolidation to achieve economies of scale. With more than two companies vying for these contracts. National mass merchandising chains such as Wal-Mart. Power of Suppliers: The inputs for Coke and Pepsi‘s products were primarily sugar and packaging. fountain. and mass merchandisers (primary part of ―Other‖ in ―Cola Wars…‖case). these stores did not have much bargaining power. again there were more suppliers than major contracts. so direct negotiation by the CPs was again effective at reducing supplier power. Holland Sweetener. Supermarkets. can suppliers had very little supplier power. Proliferation in the number of brands did threaten the profitability of bottlers through 1986. which could be allocated to Coke or Pepsi products. meanwhile. Sugar could be purchased from many sources on the open market. thereby reducing the number of major contracts available to two. This power did give them some control over soft drink profitability. increased capital investment. and if sugar became too expensive. and the largest chains controlled up to 25% of a region). because of the CPs efforts in diversification. had recently come off patent in 1992. so prices were lower. Pepsi. convenience and gas. or their bottlers. In the plastic bottle business. which reduced Searle‘s bargaining power and lowering the price of aspartame. Coke and Pepsi were able to negotiate extremely favorable agreements. Furthermore. Overall. Their only power was control over premium shelf space. as they did in the early 1980s. vending. as they more frequent line set-ups. substitutes became less of a threat.increasingly popular substitutes internally. With an abundant supply of inexpensive aluminum in the early 1990s and several can companies competing for contracts with bottlers. NutraSweet. the firms could easily switch to corn syrup. and the soft drink industry gained another supplier. The stores counted on soft drinks to generate consumer traffic. consumers expected to pay less through this channel. resulting in somewhat lower profitability. So suppliers of nutritive sweeteners did not have much bargaining power against Coke. were a highly fragmented industry. Power of buyers: The soft drink industry sold to consumers through five principal channels: food stores. Furthermore. however. But due to their tremendous degree of fragmentation (the biggest chain made up 6% of food retail sales.
in 1993. it would be able to exert significant buyer power in transactions with Coke and Pepsi. So the only buyers with dominant power were fast food outlets. and a few others. If Mobil or Seven-Eleven were to negotiate on behalf of its stations. as an avenue to build brand recognition and loyalty. meanwhile. so they could negotiate for optimal pricing. so they invested in the fountain equipment and cups that were used to serve their products at these outlets. where bottlers‘ profits were relatively high. at $0. While these stores did carry both Coke and Pepsi products. Coke and Pepsi found these channels important. who had established brand names that were as much as a century old. Apparently. Barriers to Entry: It would be nearly impossible for either a new CP or a new bottler to enter the industry. The final channel to consider is convenience stores and gas stations. New CPs would need to overcome the tremendous marketing muscle and market presence of Coke. had much more bargaining power. Pepsi. Profitability at these locations was so abysmal for Coke and Pepsi that they considered this channel ―paid sampling. where Coke and Pepsi bottlers could sell directly to consumers through machines owned by bottlers. and prices remained high. The least profitable channel for soft drinks. Essentially there were no buyers to bargain with at these locations. so their incentives were properly aligned with those of the soft drink makers. As a result. Vending. was fountain sales. however. For this reason.‖ This was because buyers at major fast food chains only needed to stock the products of one manufacturer. they accounted for less than 20% of total soft drink sales. who was generally limited on thirst quenching alternatives. The customer in this case was the consumer. these companies had intimate relationships with their retail channels and would be able to defend their positions effectively through . though. Through other markets.other hand. was the most profitable channel for the soft drink industry. while Coke and Pepsi gained only 5% margins. however. fast food chains made 75% gross margin on fountain drinks. Through their DSD practices. the mass merchandiser channel was relatively less profitable for soft drink makers. this was not the nature of the relationship between soft drink producers and this channel. Although these outlets captured most of the soft drink profitability in their channel. the industry enjoyed substantial profitability because of limited buyer power. however. With this high profitability. Property owners were paid a sales commission on Coke and Pepsi products sold through machines on their property. they could negotiate more effectively due to their scale and the magnitude of their contracts. it seems likely that Coke and Pepsi bottlers negotiated directly with convenience store and gas station owners.40 per case.
that are incorporated directly into concentrates. in depth relationships with their customers. Compare the economics of the concentrate business to the bottling business. and whose idiosyncratic needs are familiar to them. Further complicating entry into this market. Coke and Pepsi are respected household names. they lower their customers‘ costs. Their other source of . which included every significant market in the US. and they are ultimately dependent on the same customers. branded products. Regulatory approval of intrabrand exclusive territories. CPs pass along any negotiated savings directly to their bottlers. such as aspartame. Even in the case of materials. Bottlers have significantly less added value. would require substantial capital investment. although the CP industry is not very capital intensive. The fundamental difference between CPs and bottlers is added value. Their added value stems from their relationships with CPs and with their customers. So. Through DSD programs.discounting or other tactics. The company even left a billion-person market (India) to avoid revealing this information. Entering bottling. bottlers are able to grow the pie of the soft drink market. In conclusion. They have repeatedly negotiated contracts with their customers. with whom they work on an ongoing basis. The CPs negotiates on behalf of their suppliers. ratified this strategy. Also hard to replicate are Coke and Pepsi‘s sophisticated strategic and operational management practices. Through long-term. Unlike their CP counterparts. The biggest source of added value for CPs is their proprietary. the economics of the concentrate business and the bottling business should be inextricably linked. existing bottlers had exclusive territories in which to distribute their products. as evidenced in companies‘ financial outcomes. an industry analysis by Porter‘s Five Forces reveals that the soft drink industry in 1994 was favorable for positive economic profitability. and has gone to great lengths to prevent others from learning its cola formula. via the Soft Drink Interbrand Competition Act of 1980. meanwhile. making it impossible for new bottlers to get started in any region where an existing bottler operated. Yet the industries are quite different in terms of profitability. they do not have branded products or unique formulas. another source of added value. Why is the profitability so different? In some ways. giving their products an aura of value that cannot be easily replicated. other barriers would prevent entry. As a result of extended histories and successful advertising efforts. making it possible for their customers to purchase and sell more product. Coke has protected its recipe for over a hundred years as a trade secret. they are able to serve customers effectively. In this way. which would deter entry.
so that they are unlikely to challenge their contracts. as shown in Exhibit 2. While CPs were able to charge more for their products. CP profits rose by 130% on a per case basis. bottlers could not improve . Growth in per capita consumption of soft drinks slowed to a 1. bottler profits actually dropped on a per case basis by 23%. CPs. resulting in lower revenues per case. This practice keeps bottlers comfortable enough. from $0. which grant them exclusive territories and share some cost savings.3%. Between 1986 and 1993. Exhibit 1 demonstrates these dramatic changes. Bottlers‘ principal ability is to use their capital resources effectively. could continue increasing the prices for their concentrates with the consumer price index. meanwhile. however.10 to $0. 88). This would be expected if bottler‘s per case costs increased due to the operational challenges and capital costs of producing and distributing broader product lines. To further build ―glass houses. which reduce rivalry and allow profits. So.2% CAGR in the period 1989 to 1993. while case volume growth tapered to 2.23. then. and Pepsi does this in practice. and Pepsi had worked price increases based on the CPI into its bottling contracts. This. from $0. cost of sales per case decreased for both CPs and bottlers by 27% during this period. One possibility is that product line expansion in defense against new age beverages helped CPs but hurt bottlers. bottlers were probably forced to give up more margin on their products.profitability is their contract relationships with CPs.‖ as described by Nalebuff and Brandenberger (Co-opetition. bottlers faced price pressure. creating oligopolies at the bottler level. Exclusive territories prevent intrabrand competition. While industry profitability increased by 11%. while the bottlers faced increasing price pressure in a slowing market. Despite improvements in per case costs.27. The real difference between the fortunes of CPs and bottlers through this period. is in top line revenues. Coke gives 2/3 of negotiated aspartame savings to its bottlers by contract. Such operational effectiveness is not a driver of added value. These per case revenue changes occurred during a period of slowing growth in the industry. however. CPs could continue raising their prices. CPs pass along some of their negotiated supply savings to their bottlers. was not the case. the differences in added value between CPs and bottlers resulted in a major shift in profitability within the industry. mostly due to economies of scale developed through consolidation.35 to 0. for their bottlers. In an struggle to secure limited shelf space with more products and slower overall growth. as operational effectiveness is easily replicated. Coke had negotiated this flexibility into its Master Bottling Contact in 1986. During this period. p.
Each bottler could only negotiate with one supplier for its premium product. from the bottler perspective. The contracts also excluded bottlers from producing the flagship products of competitors. as contracts were renegotiated. without the complications of vertical integration.their profitability as a percent of total sales. This created monopoly status for the CPs. But it is also beneficial to CPs. This changed in 1978 and 1986. Why have contracts between CPs and bottlers taken the form they have in the soft drink industry? Contracts between CPs and bottlers were strategically constructed by the CPs. Coke would capture 49% of the dividends from CCE. who are also not subject to price wars within their own brand. which would leave the bottler in a difficult position. through the period of 1986 to 1993. the contracts favored the CPs‘ long-term strategies in important ways. First. . Although beneficial to bottlers on the surface. Historically. As a result. only influenced by rising prices of sugar. Violation of this stipulation would result in termination of the contract. Coke could negotiate this more flexible pricing because its bottlers were dependent on it for business. ensures bargaining power over buyers and establishes barriers to entry. first to accommodate for rises in the CPI. contracts were designed hold syrup prices constant into perpetuity. and then to give general flexibility to the CP (Coke) in setting prices. territorial exclusivity is beneficial to bottlers. bottlers did not gain any of the profitability gains enjoyed by CPs. which would only produce Coke products. It further ensured that its bottlers would be captive to its monopoly status by buying major bottlers and then selling them into the CCE holding company. as it prevents intrabrand competition.
SWOT Analysis Strength Branding and packaging Appealing to young generation Superior Taste (in Blind Tests) Many distributions Opportunities Global markets Threats Health Conscious Consumer Trends Weakness Hard to enter markets occupied by Coca-Cola Lack of novelty in advertising Additional Youth Consumers entering More substitutes the market Competitor of coca-cola: Apart from coca-cola. Mountain Dew. American multinational corporation headquartered in Purchase. sells over 100 billion cans a year. and other foods. Naked. Miranda and 7-Up (outside the USA). Tropicana. other major players are as follows: PEPSICO: PepsiCo. Frito-Lay. Their main product. sweet and grain-based snacks. NY with interests in manufacturing and marketing a wide variety of carbonated and non-carbonated beverages. PepsiCo bought out its partners and ended the joint venture in 1994. Coppell. when the use of foreign brands was allowed. Gatorade. SoBe. PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab governmentowned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991. Incorporated (NYSE: PEP) is a Fortune 500. the company owns the brands Quaker Oats. as well as salty. Pepsi Cola. . Besides the Pepsi-Cola brands.
Pineapple. Tomato. Real Active juices are made from concentrated juices.Dabur india ltd Dabber India Limited is the fourth largest FMCG Company in India and Dabur had a turnover of approximately US$ 600 Million (Rs. has a range of light & refreshing fruit beverage. Ltd.from the exotic Indian Mango.000 Corer). markets juices and fruit drinks. Appy. 15 respectively. was formerly known as Godrej Beverages and Food. packaged tea. the latest addition to Dabur's Foods portfolio. Mausambi. About Real. Real Burrst promises an experience that delivers refreshment through lightness of fresh fruits to you. Apple & Mixed Fruit. LMN and packaged drinking water. Godrej Hershey.834. PARLEY AGRO – Parle Agro is a trusted name in the Indian beverage industry and has been refreshing India since two decades with leading brands like Frooti. 1 Fruit Juice brand.11 Corer fy09) & Market Capitalization of over US$ 2. GODREJ INDIA. Blackcurrant & Grape and the basic Orange. As of May 2007. Appy Fizz. priced at Rs. Real has a range of 14 exciting variants . After the juice is pressed from the fruit. Crispy Apple. This large range helps cater different needs and occasions and has helped Real maintain its dominant market share. Peach. All 4 variants are made available in 1 liter and 200 ml packs. with brands like Dabur Amla. Godrej Hershey. Vatika. operates as a subsidiary of Hershey Co. The company was founded in 2002 and is based in Mumbai. A validation of this success is that Real has been awarded ‗India’s Most Trusted Brand‘ status for four years in a row. 2. It has a confectionery plant in the Chittoor. Ltd. Today. Orange Bytes and Mango Mania. Real Burst . Parle Agro is the first to introduce fruit .Real Active is a range of unsweetened juices that contain no adder sugar colours or preservatives. edible oils. India. Dabur Chyawanprash.2 Billion (Rs 10.Godrej Hershey. Cranberry. Ltd. soymilk based drinks. Bailley.Real Burst.DABUR INDIA. Available in 4 exciting flavours of Mixed Fruit. Real Active . the water is removed to reduce transportation load. As an industry pioneer. and confectionery products. Guava & Litchi to international favorites like Pomegranate.Real has been the preferred choice of consumers when it comes to packaged fruit juices. 65 and Rs.Réal Burrst comes in an attractive tetrapack highlighting the 'Lite and Refreshing' qualities of fruits that it brings to you. Ltd. Hajmola and Real . which is what makes India's No.
Red has been a distinctive color associated with the No. Dr. May 1886 . 1886 . Robert Woodruff. In the confectionery division. During the Woodruff era. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. Parle Agro has brands like Mintrox. Buttercup. 1 soft drink brand ever since.300. That's a long way to come after such a modest beginning.The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. 1917 . who would be president for six decades. 1919 .In January "Coca-Cola" was registered in the U.The Coca-Cola Company was sold to a group of investors for $25 million. Woodruff made a . 1891 . Coca-Cola products are served more than 705 million times every day. 1923 . The latest product from Parle Agro – Saint Juice was launched in 2008. shipped in bright red wooden kegs.. Georgia.2: COMPANY PROFILESHistory of coca-colaThe world has changed in many ways since pharmacist. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Candler had acquired complete ownership of the Coca-Cola business for $2.S. Mr. John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta. consumers could enjoy a glass of Coca-Cola at the soda fountain. quenching the thirsts of consumers in more than 195 countries in every climate. That first year. 2. " " is the worlds most recognized trademark. In 2007. Buttercup Softease and Frewt Éclairs.Pemberton concocted a caramel-colored syrup in a three-legged brass kettle in his backyard. Within four years.Sales of Coca-Cola averaged nine drinks per day.drinks in a Tetra Pak in India. Parle Agro forayed into the confectionery business.3 Million Coke's sold per day. the first to introduce apple nectar and the first to introduce fruit drinks in PET bottles. Pemberton sold 25 gallons of syrup.. He gave Coca-Cola to his son. making Coca-Cola an institution the world over. Patent office. For five cents. Woodruff's leadership took the business to unrivaled heights of commercial success. Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. Pemberton was forced to sell because he was in a state of poor health and was in debt. 1893 .Atlanta entrepreneur Asa G.
it was also slightly smoother. The company also fielded over forty thousand letters. They stumbled onto a new formula in efforts to produce diet Coke. 1985 at the Vivian Beaumont Theater at the Lincoln Center.The Coca-Cola Company made what has been known as one of the biggest marketing blunder. 1943 .6 Million Coke's sold per day. Within a week of the change.The two liter bottle was introduced. The change was announced April 23. . which were all answered and each person got a coupon for the new Coke. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1928 . Within six weeks. 1950 .Advertising on on the television began.On June 29. 1985 . The new formula was a sweeter variation with less tang. 1925 .Sprite was introduced.promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. requesting 10 Coca-Cola bottling plants to serve American servicemen overseas. 1961 . many said that they were considering switching to Pepsi. This was the first flavor change since the existence of the Coca-Cola company. 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. Some two hundred TV and newspaper reporters attended this very glitzy announcement. he supplied 5 billion bottles to the service.Sales of bottled Coca-Cola surpassed fountain sales for the first time. and during that same year the company also introduced plastic bottles 1982 . one thousand calls a day were floo ding the company's eight hundred number. Each percentage point lost or gain meant 200 million dollars.Diet Coke was introduced in July.The song "I'd like to Buy the World a Coke" was released.The first Coca-Cola radio advertisement.5 percent in four years. 1978 . the eight hundred number was being jammed by six thousand calls a day. He said that costs and location did not matter. Most of the callers were shocked and/or outraged. Eventually. The factor that influenced the change was that Coke's market share fell 2. They put forth 4 million dollars of research to come up with the new formula. 1927 . an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa. 64 plants were set up during WWII. 1971 .
The market share fell from a high of 15 percent to a low of 1. For more than 65 years.1985 .The Summer Olympics will be held in Atlanta. hotlines.Coca-Cola exceeds 10 Billion cases sold worldwide. Cocacola is the market leader in the whole world in beverage industry. 1993 . This was greatly due to dropping market share and consumer protest. . Georgia.Cocacola became the undisputed leader of the Indian soft drink market because of their aquiring rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore. Maaza with a combined rate of 65% with Thumsup alone accounting for 56% then 650 crore segment. CSR (Company social responsibility)One great earmark that the Coca-Cola Company has is helping the people of Atlanta. Goldspot. limca. coke picked by five brands Thums up. 1996 . the home of Coca-Cola. Citra. eighty-seven days after the new Coke was introduced. Coke in IndiaDespite the formidable track of its parent $18 billion giant in Atlanta USA. Business week magazine ranks Cocacola on 4th position in India FMCG industry. This was said to be a classic marketing retreat. the old Coke was brought back in addition to the new one. donations and contributions. The comeback of old Coke drove stock prices to the highest level in twelve years.4 percent. They accomplish this through scholarships. Coca-Cola entered in India market after 16 years from Hathras Dec 1993. Coca-Cola has been a sponsor of the Olympics. Another large accomplishment that the Coca-Cola has. Is being the first company to make and use recycled plastic bottles. Coke India record 1800 crore soft drink makers is prominent.1 brand in the world by the business world survey followed by companies like Microsoft and IBM. The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. This was said to be the only way to regain the lead on the cola wars.July 10. Benchmark- Coca-Cola ranks no. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market.
including new production facilities. Here are some highlights: 2000 .Global High Sign 1942. "Coca-Cola.Always Coca-Cola 1990 . Coca-Cola India is among the country‘s top international investors.Can t Beat the Real Thing 1989 . Coca-Cola Advertisements it’s The Real Thing-Advertising has played an important role in the success of company‘s products since first newspaper ad in 1886.Be Really Refreshed 1944. White and You 1982 . distribution systems and marketing channels.Coca-Cola Enjoy 1993 . Delicious! Refreshing! Exhilarating! Invigorating." The Company uses advertising to trigger desire as often and in as many ways as possible.Things Go Better with Coke 1959. slogans for Coca-Cola have always been memorable.Can t Beat the Feeling 1986 . Coca-Cola India has made significant investments to build and continually consolidate its business in the country. Quality Assurance-Ever Since. Throughout the years. waste water treatment plants. which read.It s the Real Thing . having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations.Red.It s the Real Thing 1963 . Coca-Cola enjoys approx 60% market share in Indian beverage industry.I d Like to Buy the World a Coke 1969 .Coke Is It 1976 .Coke Adds Life 1971 .
advertising images for Coca-Cola have always set a high standard of quality for other products around the world. The contract marked the beginning of The Coca-Cola Company‘s unique independent bottling system that remains the foundation of Company soft drink operations. C. Company Global Bottling System-Today. The Coca-Cola Company is committed to assisting its bottlers with the functions of an efficient bottling operation and initiating quality systems to ensure the highest quality products for our consumers. . during an especially busy summer in 1894. These bottlers are located around the world. which began in the 1930s.The Pause That Refreshes Fine illustrations by noted artists. Biedenharn of Mississippi was looking for a way to serve this refreshing beverage at picnics. In 1899. but candy merchant Joseph A. company‘s global bottling system packages and markets products. Wyeth. coke products reach consumers and customers around the world through a vast distribution network made up of local bottling companies. large-scale bottling became possible when Asa Candler granted exclusive bottling rights to Joseph B.It s the Refreshing Thing To Do 1929 . then distributes them to more than 14 million retail outlets worldwide. and most are independent businesses. Company‘s advertising reflects that special relationship between consumers and the simple moments of pleasure they have come to associate with Coca-Cola. helped mould the national image of a red-suited Santa Claus. Whitehead and Benjamin F. Thomas of Chattanooga. Artist Haddon Sundblom s portraits for holiday ads. using syrup shipped from Atlanta. Fresh. He began offering bottled Coca-Cola. creative and tasteful. Using syrups. The Company recognizes that Coca-Cola belongs to the billions of consumers in every corner of the globe who have chosen it as their favorite soft drink. Tennessee. including Norman Rockwell and N. were the hallmark of early campaigns in premier magazines. Coca-Cola began as a fountain product. concentrates and beverage bases produced by The Coca-Cola Company.1936.
.‖ the designation Coca-Cola gave to the market segment including metropolitan areas and large towns. ―India B‖ included small towns and rural areas. celebrating the benefits of their increasing social and economic freedoms. with an average Coke costing Rs.Brand Localization Strategy: The Two Indians-India A: “Life ho to anise” ―India A. Coke was perceived as a luxury that few could afford. This segment‘s primary need was out-of-home thirst-quenching and the soft drink category was undifferentiated in the minds of rural consumers. India B: “Thanda Matlab Coca-Cola” Coca-Cola India believed that the first brand to offer communication targeted to the smaller towns would own the rural market and went after that objective with a comprehensive strategy. represented 4% of the country‘s population. comprising the other 96% of the nation‘s population. Additionally. ―Life ho to anise. 100. This segment sought social bonding as a need and responded to inspirational messages.‖ (life as it should be) was the successful and relevant tagline found in Coca-Cola‘s advertising to this audience. 10 and an average day‘s wages around Rs.
Safedabad Barabanki Charbagh Depot Khurram Nagar Depot Chinhat Depot Distribution Department General Trade General Trade General Trade Key Accounts Dealers and agencies Route 1 Route 2 Route 3 Route 1 Route 2 Route 3 Route 1 Route 2 Route 3 Direct Route Various Districts .Distribution system of Coca Cola Lucknow Brindavan Bottlers Pvt. Ltd.
2.K.D.R Manager Meghana KEY A/L RTM Manager Vyom krishna MEM Ashok Malhotra Devender Srivastava .3: DEPARTMENTAL DETAILS— M. Ladani DIRECTOR Vivek Ladani G.D M.Srivastava ASM (5) R.D Manager Anil Nigam H.M Sales &Mktg Sales Head Rajiv Saxena B.
To create value and make a difference… everywhere we engage. consumer choose our brand of refreshment because coca cola is. “The Symbol of Quality Customers and Consumers Satisfaction A Responsible Citizen of the World” ....” Vision More than a billion times a day.Mission “To refresh the world. In mind.. body and spirit. To inspire moments of optimism… through our brands and our actions.
Proving that it still has a few tricks up its sleeve. which is now available in more than 80 countries.clear hai Limca – Maaza taazgi ka Fanta – Dikhao apne asli rang Maaza . with the launch of products like the vitamin and mineral enriched Diet Coke Plus and the continued push behind Coke Zero. with innovative online campaigns such as ―Design Your Own‖ that invited people to design their own Coke containers and share them with the world.667Coca-Cola has once again retained its status as the world‘s most valuable brand. .Boond-Boond Mein Vishwas BRAND AMBASSDORS Thumsup -Akshay Kumar Cocacola -Imran Khan Sprite -Shahrukh Khan Fanta -Genelia D‘souza Limca -Riya Sen MMPO – Nikhil Chinnappa BRAND VALUE – 2008 Rank2007 RankBrandSector2008 Brand Value ($m) coca-cola Beverages66. current trends toward healthier diets have seen Coke shift focus to betterfor-you drinks in the last year.4: PRODUCT PROFILE BRANDS TAGLINE Thumsup .Refreshingly Orange KINLEY .2. Coke has also worked hard to engage consumers.Open happiness Sprite .Seedhi baat no bakwaas .Taste the thunder Cocacola .Bilkul ghar jaisa MMPO .Bina guthli wala aam MMNF.
667 65.324 67.000 67.394 70.525 67.637 68.945 ABOUT BRANDS .453 69.2008 2007 2006 2005 2004 2003 2002 2001 66.
This brand clearly seeks to separate the men from the boys. The campaign ―thanda matlab coca-cola‖ make it india‘s favorite brand. over the years fanta . Sprite – In selling sprite is the rank no. tempting taste and tingling bubbles. Coca-cola‗s advertisement campaigns ―jo chaho ho jaye‖ and ―life ho to aisi‖ were very popular and had entered the youth‘s vocabulary.Coca-colaThe world‘s favorite and valuable drink and brand.fizzy taste and it‘s confident. mature and uniquely masculine attitude. Sprite is liked by all age groups & people. 4 in world and is sold in more than 165 countries. The competitor of the brand on same category is Pepsi. Its clear crisp refreshing taste encourage the today‘s youth to trust their instincts. From a humble beginning in 1886. It‘s brand ambassadors are Amir Khan and Hrithik Roshan. Coca -cola has having truly remarkable heritage. Today sprite is perceived as a youth icon. Originally introduced in 1977. sourav ganguly. The competitor on the cola category is Pepsi. It entered the Indian market in the year 1993.inluence them to be true to who they are and to be their thirst. Jan 09 report of ―The times of India‖ claims sprite to be the second brand in sales after Thumsup Competitor : 7up & Mountain dew Fanta— It is the orange drink of the coca-cola company.it is now the flagship brand of the largest manufacturer.thumps is known as for it‘s strong .and acquired coca-cola company in 1993. Coca-cola had signed on various celebrities including stars such as Krishna kapoor. It was launched in year 1999 and today it has grown to be one of the fastest growing soft drinks. Thums up – Thums up is leading sparking soft drink and most trusted brand in india. marketer and distributer of non – alcoholic beverage in the world. leading the clear lime category. cricketers such as srinath.fanta stands for its vibrant colour.
has occupied a strong market place and is identified as the fun catalyst. Fanta has two flavors apple & orange. This is very popular drink among females. Competitor: Mirinda, Parle‘s Appy fizz
Limca derived from nimbu+jaisa, hence lime sa .limca has lived up to its promise and has been the original choice of millions of consumer for over three decades. It born in 1971 ,limca has remained unchallenged as the no, 1 sparking drink in the cloudy lemon segment. The success formula of limca is it‘s freshness power. Limca‘s freshness is like no other-lime n lemoni limca refreshes, reenergizes, rejuvenates not just your body but also your emotions. Freshness of emotions idea stemmed from the inside about our consumer—the desire to rejuvenate her/his emotions which are constantly being dulled in the routine pursuit of success. Competitor : Nimbooz
Minute maid pulpy orange—
This concept comes when the florida food corporation developed orange juice powder. they branded it minute maid, a name connoting the convenience and the ease of preparation(in minute).the lunch of minute made pulpy orange in india(starting from the south of the country) is aimed to further extend the leadership of coca-cola in india in the juice drink category. This contains no sugar & added flavor .This is a family drink
Maaza is the most popular drink being the mango variety, so much that over the years, the Maaza brand has become synonymous with Mango. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti, manufactured by Parle Agro. Maaza was launched in 1976 in India.Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. Maaza is popular among children and women. Competitor: Slice, frooti
The importance of water can never understand. Particularly in a nation like india where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Soft drink major Coca-Cola has launched a new marketing initiative for its packaged drinking water brand, Kinley.The previous marketing campaign for Kinley sported the tag line ―Boond-Boond Mein Vishwas‖ (trust in every drop). This time around the tag line, an extension of Kinley‘s previous campaign, reads ―Vishwas Karo.‖
Minute Made Nimbu FreshRiding on the success of Minute Maid Pulpy Orange, Coca-Cola in India today announced the launch of its latest product variant under the Minute Maid brand umbrella.The new Minute Maid Nimbu Fresh is a lemon juice-based drink with no added preservative or added colour, developed for the Indian market. The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating home-made 'nimbu pani', and casrries the tagline: 'Bilkul ghar jaisa' (just like home). The product will be available in two pack sizes of 400 ml and 1 litre, priced at Rs15 and Rs40 respectively. The new drink is targeted at consumers across all age groups who are on the look out for a naturally refreshing juice drink.
BRAND NAME Coca-cola
GLASS 200 ml, 300 ml
PET 600 ml, 1.25 L, 500 ml + 100 ml 600 ml, 1.25 L 500 ml + 100 ml 600 ml, 1.25 L, 500 ml + 100 ml 600 ml, 1.25 L, 500 ml + 100 ml 600 ml, 1.5 L,
CAN 330 ml
FOUNTAIN Various Sizes
Various Sizes 330 ml Various Sizes 330 ml Various Sizes 330 ml Various Sizes 330 ml
200 ml, 300 ml
200 ml, 300 ml
200 ml, 300 ml
LIMKA MINUTE MAID PULPY ORANGE
200 ml, 300 ml 400 ml, 1 L, 1.25 L
200 ml, 250 ml,
250 ml, 600 ml, 1.2 L
POCKET MAAZA 200 ml
500 ml, 1000 ml
PACK 300 ml 250 ml 200 ml 600 ml 1.2 L
NO. OF BOTTELS IN A CASE 24 24 24 24 12
The reasons for chosen descriptive research design are:- . The research is as following-3.3 Research Methodology: The research method to developing route to increase the sale and market share of coke in the market.2L 9 CHAPTER.2: Research designA descriptive research design has been chosen to study the assessment of market potential for juice segment in rural areas.1: IntroductionType of Research Method of Research Sampling method Sample Unit Sample Size Statistical Tool : : : : : : Exploratory Research Design Data Collection method Random Sampling Outlets 170 Route Map 3.
The study is only confined to retailers and so the preference of actual consumers could not be taken. For the purpose of study. The retailers may or may not reveal the true expected sales figures . Research design was pre-planned and structured. Secondary Data: Data collected from the organization‘s web site Variables of the study Types of outlets(E&D. so it is not possible to draw correct picture of overall performance. 3. The sheet was filled by the author as a part of the survey.CON.5: Limitation of the study Secondary data might not be authentic enough for the correct representation of objective.3: Sampling planThe study is conducted in Lucknow. To describe the extent of association between the variables under consideration.4: Method of Data Collection1. The project is conducted in Lucknow.B. Primary data collection: Data for the project is collected from the primary sources. Simple Random sampling method has been used for the present study.C.GRO) Kinds of outlet on the basis of inventory(A.D) 3. 2. 3. a sample size of 165 numbers of outlets was taken.
Nakkas. Shahmeera road.CHAPTER-4 4. Ban vali gali. KGMC. Janta gali.Chowk. Buddha park. Khun-khun ji road. Jawahar nagar. Choodi vali gali.1: DATA ANALYSIS DESIGN ROUTE WITH DATA:- Route no 1:. . Tulasi das marg. Phoolvali gali. Koneswar chauraha. Medical crossing.
L tiwati juice corner Krishna sweet point Dixit bhojnalay Dixit tambaku bhandar Prem misthan bhandar Gaurav fast food Amana bhojanalaya Bharat lal dugdh bhandar Radhe lal dudghe bhandar Address Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk Chowk chauraha Chowk chauraha Chowk chauraha Chowk Chowk Chowk Chowk Chowk Chowk Contact no 9307266383 9208447220 9451575744 9336044346 SGA NO NO NO Yes Yes coke 10 5 4 7 5 10 5 4 7 10 3 5 6 5 25 7 22 25 8 5 10 4 4 12 6 5 5 5 6 15 10 pepsi 12 5 6 3 2 1 12 18 2 0 3 7 8 3 15 6 12 10 6 2 8 5 6 8 9 7 2 4 5 18 9 9335894656 9307574030 9795728889 9696684951 9839821504 Yes Yes NO Yes Yes Yes Yes 9369153165 9838995028 2257238 Yes Yes Yes NO 2254444 6540499 9235153247 2252404 6533510 9696847782 9369340529 9336358150 9335097550 Yes Yes NO Yes Yes NO NO Yes NO Yes 9919788635 NO NO 9305737206 9839704344 Yes Yes NO .no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Outlet name Shukla general store Blow hot blow cold Mishra bhojanlay Kumar cool jalpan grih Maa durga kachaudi bhandar Dixit cool corner Bhaiya pan and cig shop Dixit amul Radhey lal Tiwari Hot and cool café Mishra pan bhandar Satish kumar Bhola pan bhandar Dixit chat bhandar Cool ganga ATN cool corner Sri lassi corner Agarwal general store Munna pan bhandar Anita masala company Radhey lal misthan bhandar Sanket tea centre K.S.
32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 Gomati general store Sanjay store Jitu juice corner Adardh general store Vej corner Tanu kachaudi corner Vishal thandai corner Jai dudgh bhandar Chaurasia Pan bhandar Lalgi tea stall Keshaw pan misthan bhandar Pandit ji Ashok general store Gupta pco Kayam pan masala Atul hotel Rishab general store Tandon provisional store maya kirana store Arjun misthan bhandar Ganpati kachaudi bhandar Rahul pan bhandar Pappu general store Manoj rathorer Anjani kumar general store Shiwam general store Gomati general store Sirag general store Sarkar bakers Banwaligali Banwaligali Khun khun ji road Khun khun ji road Khun khun ji road Khun khun ji road Khun khun ji road Koneshwar Phool gali Phool gali Phool gali Phool gali Phool gali Phool gali Phool gali Joota bajar Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Badi kali mandir Tulsidas Tulsidas 9415543096 9453210999 9415596592 9451309120 9669121567 9335791254 NO NO Yes NO Yes NO Yes 3 10 10 10 7 7 14 12 4 5 5 3 7 6 4 8 1 2 5 4 10 3 4 7 2 3 5 12 20 5 4 6 5 4 7 4 13 5 7 5 3 6 3 5 6 8 5 3 4 1 4 4 5 6 7 10 14 22 9918669533 Yes NO NO Yes 8081939732 9956620447 3230397 NO Yes NO NO NO NO 9305295898 9335576858 9335748812 9026030532 9696333988 9335959876 NO NO NO Yes Yes Yes NO 5223251427 9369411428 93053572180 9369662084 9396482665 NO Yes NO Yes Yes .
caters Tulsidas Tulsidas Tulsidas Tulsidas Tulsidas Tulsidas Nakkas Nakkas Mehandicross Jawahar nagar Jawahar nagar Jawahar nagar Buddhapark Buddhapark Buddhapark Shahmeena Shahmeena Shahmeena Shahmeena Shahmeena Shahmeena Janta nagar Medical collage Medical collage Medical collage Medical collage Medical collage Medical collage Medical collage 8896373765 9389024373 Yes Yes Yes 30 5 12 5 5 3 25 0 10 7 8 15 22 0 0 3 10 35 0 7 5 4 8 8 14 4 8 10 6 7 15 10 20 10 1 0 100 3 4 6 15 25 4 5 5 2 12 7 25 5 6 10 12 4 10 6 8 9 9335863129 9935531339 2651727 9655269244 9026884930 9336965762 9450643461 Yes NO Yes Yes Yes NO Yes Yes 9389480591 9838581050 9005677826 9336023753 9335907778 9721312493 9335822157 9506639814 9453315315 9505528714 8081433626 5226530828 9336965762 9453546785 9453313313 9336721648 9838145432 9453541830 Yes Yes NO Yes NO Yes NO Yes Yes Yes NO Yes NO No Yes NO Yes Yes . k.62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 S K general store Arsad general store Vishal mega mart Alica pco Sahab anwar Haren bow Sakeel canteen Yam coffee Shiwam kachaudi bhandar New mrk Raj Unity business centre Janak cool point Yadav hotel Yadav cool corner Amit cool corner Master tea stall Arsad cool corner Sambhu nath chaurasia Shyam nath pan bhandar Aggrawal stores Om namah siva general store Cool and coffee corner Shiwam kachaudi bhandar Deelip tea stall shyam kissan Ravi cool corner Umar cool corner R.
Gagughat. Daulat ganj. Mufti ganj. Barafkhana 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 Golu general store Chotu general store Aamir general store fahim genaral store Mo. Husainabad.salim Aarif hogery Heena general store Mejbaan bakery Lucky general store Sachin general store Mufti general store taki general store Vivek general store Mani general store Sushil jaiswal kallu bhai pinwale Aslam general store Arsad general store Mehandi general store Madina general store N cool point Samma battery Meena battery Mohammed mujib farkan provisional store lakhan general store Mahfooz general store M hanif Aamir shop Chaurasia pan bhandar Safi general store Igris Atul general store Ramganj Ramganj Ramganj Ramganj Ramganj Ramganj Ramganj Ramganj Daulatgang Daulatgang Daulatgang Daulatgang Daulatgang Daulatgang Daulatgang Muftigang Muftigang Muftigang Muftigang Muftigang Muftigang Hussainabad Hussainabad Hussainabad Hussainabad Hussainabad Hussainabad Hussainabad Hussainabad Hussainabad Hussainabad Ahmedganj Ahmedganj 9389933232 9235721564 9044849784 9335249588 9919491033 9883906591 9305240084 9795872034 9336422890 9696963413 9026365710 9305112382 9235296879 9236549668 9415197846 9936959007 9795928210 9305665699 9389668753 9919467417 9838631026 Yes Yes Yes No No Yes No No No No No No No No No No No No No No Yes No Yes Yes No Yes No No No No Yes No No 6 15 20 6 4 25 0 0 25 3 0 3 4 4 3 2 2 20 20 0 18 2 16 10 15 5 0 0 10 0 5 5 16 12 5 0 12 8 0 25 20 0 9 23 8 3 4 6 10 6 0 7 25 6 8 8 5 5 5 20 25 20 10 5 5 8 .Mohinipurva. Ahamadganj.Route 2:.Ram ganj. Musahibganj.
34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 Rakesh general store Sujeet general store Singh general store Prashant cool corner Shiv misthan bhandar Brijesh T stall Sallu general store Baba general store Manoj general store Ajay kirana Bipin general store taki general store Ganga Dhaba Seraj general store A.G traders Gopi hotel Al mohammadia stall Jari materrial shop Tripathi general store Samara doodh dairy Musahibganj Musahibganj Musahibganj Musahibganj Musahibganj Gaughat Gaughat Gaughat Gaughat Barafkhana Mohinipurva Mohinipurva Mohinipurva Mohinipurva Mohinipurva Mallahitola Barafkhana Barafkhana Barafkhana Barafkhana 9335287718 9235707454 9621232118 9369625112 9235721564 9305111210 9792761461 9794727965 9307721505 9936248254 9235166701 9839126554 9889719907 9307464934 9795487050 Yes Yes No Yes No No No Yes No No Yes No No No No Yes Yes No No No 12 10 4 20 0 7 20 12 8 6 3 3 8 7 5 4 6 2 4 4 6 10 8 10 15 7 10 6 8 6 9 6 4 7 5 7 6 4 8 4 .
Bada imambada 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 23 24 25 26 Sahu general store Royal café Rita kachauri and coffee centre Maa Gomti PCO and cool corner Maa vaisnavi cool and hot centre Mata general and kirana store MB cool corner Maa bhojanalya Froot corner Maa Anandi stationary Anand Gift house sharma pco and confectionary tandon talk point Rahul cool corner Sahni store Channan Ram prasad pan bhandar Asim general store MM cool point Raju shree general store Abbas canteen raju general store Ankit general store banarsi misthan bhandar juice corner ramesh cool corner Murmary toola Convention centre Convention centre kudiaghat kudiaghat kudiaghat kudiaghat nimbupark lohiyapark Lajpatnagar Lajpatnagar Lajpatnagar Lajpatnagar Lajpatnagar Lajpatnagar Lajpatnagar Lajpatnagar Hussainabad Hussainabad Hussainabad Hussainabad chotaimambada chotaimambada chotaimambada chotaimambada chotaimambada chotaimambada 9307378031 9307877374 9415788205 9936964138 9695057593 2253990 9307199273 9235160622 9795785576 9335262187 9305112030 9889053950 9305398819 No No Yes Yes Yes Yes No Yes No Yes No Yes No No No No No No No Yes Yes No Yes No Yes 10 10 25 20 18 40 30 0 5 8 15 25 10 20 0 3 5 7 8 15 20 6 2 10 12 20 12 10 10 10 5 6 0 0 40 4 10 15 0 10 0 30 12 6 7 8 5 2 6 8 10 15 10 15 . Lagpat nagar. Kudiyaghat.Route 3:. Convention centre. Lohiya park. Husainabad.Murmary toola. Nimbu park. Chhota imambada.
12 -0.5 3145.66 4.5 1747. 5 20272. 5 20272.5 1747.5 47227. 5 282942 volu me 50000 sale Avg p/cs profit 15 TOTA L REVE NUE 7500 15000 60000 127500 180000 127500 60000 67500 52500 22500 22500 7500 750000 1935 000 Net profit Roi % RGB SALE 325 2600 3900 4875 7800 5525 2925 1950 1300 650 325 325 32500 PET SALE 175 1400 2100 2625 4200 2975 1575 1050 700 350 175 175 17500 jan feb mar apr may jun jul aug sep oct nov dec 1% 2% 8% 17% 24% 17% 8% 9% 7% 3% 3% 1% 100% 2 2 2 4 4 4 2 2 2 2 2 2 6000 6000 6000 12000 12000 12000 6000 6000 6000 6000 6000 6000 90000 25 25 45 45 45 45 25 25 25 25 25 25 1747. 5 20272.5 148310 95809.of loader loader @ 3000 salary Sales man 8000 8000 12000 12000 12000 12000 8000 8000 8000 8000 8000 8000 127000 ROI WORKING FOR ZAIDI ASSOCITAES fuel cost@1 vechile 2.12 0.5 1747. 5 20272.14 . 5 31690.5 26562 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 24000 500 1000 4000 8500 12000 8500 4000 4500 3500 1500 1500 500 50000 -12772.5 95809. 5 31690.33 salary loader km fuel cost per km vechile manite nance 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 2500 30000 mislle nious total expend iture 20272. 5 20272.5 34309. 5 20272.44 1.5 3145. 5 20272. of sales man 2 2 3 3 3 3 2 2 2 2 2 2 no.5 -12772.5 32227.05 2.5 3145.5 2227.95 7.5 -5272.5 1747.salesme n@ 4000 Mon th Sale (%) No.5 467058 -0.5 1747.5 1747.5 2227. 5 25690.67 0.77 4.5 39727.66 -0.5 3145.66 24.27 1.95 2. 5 31690.5 1747.
82. . coca. mmpo are present in this number 127.125. limca. kinley.cola.39 respectively. mazza.2: INTERPRETATION- AVAILABILITY OF BRANDS OF COCA-COLA 140 120 100 80 60 40 20 0 TOTAL COCA COLA THUMPS UP SHOPS Series1 127 127 SPRITE 125 COCA-COLA 112 MAAZA 107 KINLEY 78 LIMCA 73 FANTA 82 MMPO 39 In the total 127 coca-cola shops. the different brands thumps.73. sprite.78.4. fanta.107.112.
43 shops are E&D and 12 shops are convenience.OF VISI AVALIABLE SHOPS IN COCA-COLA =89 12 10 8 6 10 4 2 0 VISI CONDITION CON Series1 In 127 coca-cola shops.NO.gro=47. 72 shops are grocery. .E&D=32) are having the visi cooler.89 shops(con=10. OF COCA-COLA SHOPS=127 TYPE OF OUTLETS CON GRO E&D 12 43 72 In 127 shops. NO.
PET SALE 350 1050 700 175 175 175 1400 2100 2625 4200 1575 2975 RGB SALE 8000 7000 6000 5000 4000 3000 2000 1000 0 325 2600 4875 3900 2925 1950 1300 650 325 325 jan feb mar apr may jun jul aug sep oct nov dec 5525 7800 jan feb mar apr may jun jul aug sep oct nov dec RGB SALE 325 2600 3900 4875 7800 5525 2925 1950 1300 650 325 325 .
1% 3% 3% Sale(%) 1% 2% 8% 17% 7% 9% 8% 17% 24% Net profit in different months 160000 140000 120000 100000 80000 60000 40000 20000 0 -20000 -40000 jan feb mar apr may jun jul aug sep oct nov dec Net profit .
00 4.00 7.95 2.12 -0.77 4.67 0.12 -0.44 1.00 -1.05 2.66 jul aug sep oct nov dec 1.00 7.95 2.00 2.12 0.95 7.27 jan feb mar apr may jun Roi % -0.00 -2.00 8.12 0.66 4.00 5.00 6.TOTAL EXPENDITURE ( in month ) 35000 30000 25000 20000 15000 10000 5000 0 jan feb mar apr may jun jul aug sep oct nov dec total expenditure.00 1.66 4.67 0.95 4.77 -0.6 -0.05 2.44 1.6 . 20272.00 0.5 RETURN OF INVESTMENT (%) 9.00 3.2 1.66 -0.
8000 6000 4000 2000 0 1 2 3 4 5 6 7 8 9 10 11 12 RGB SALE RGB SALE PET SALE The selling of RGB is more then the PET . .
Sprite. The marketing strategy of Advance Sales And Services Pvt Ltd depends on two types of distribution one is direct and another one indirect.e.82. Fanta. MINUTE MAID PULPY ORANGE‖ is yet not successful in that area.1: FINDINGS COCA-COLA is the market leader and the PEPSI is the market challenger in the major portion in the area where I surveyed The 57% market is covered by coca-cola and 43% is covered by PEPSI. In the market the supply of ―PEPSI‖ is better than the ―COCA-COLA‖ with more schemes and retailers preferred billing process. Out of 165 . The total number of outlets present in the area is 165.e. Many outlet owners have complaint on improperly working visi. MMPO.112. Coca-cola. Limca. Maaza.107. its cooling and repairing and with the time duration involved in installation of VISIcooler(i. Coca-Cola is present in 127 outlets. Earlier company was covering just 50% of the outlets present in that area now after new design of routes they are targeting total 165 outlets.78. The product of ―COCA-COLA. the most popular flavor in the market is THUMS UP and SPRITE.5 5.Thumps up .cooler i.73. Kinley are present respectively in 127.39. more than15 days after the completion of all the paper work) . In COCA-COLA.CHAPTER. In 127 outlets . I surveyed. ―SPRITE‖ has the fastest grown up brand in the clear lime segment in the recent years ―KINLEY‖ was present in 61% outlets of the area. RTM has been very effective in the terms of market reach and distribution.125.
Out of 127 outlets 12 are convenient.e. are filled with personal things instead of company`s products. Out of 32 only 12 are pure. Sales person are not well trained. VISI-coolers. June are the pick sale month of the soft drink industry. Out of 127 outlets. delivery of products are not made available in the outlets (supply of LIMCA and MAAZA have been complained more. The stores are categorized on the basis of their sales. 89 outlets are having visi cooler. In 72 grocery outlets 47 are having visi. March. Husainabad. The selling of RGB is more then the PET. The sale of RGB is more the PET. Advertisement materials are not available in the right time at the right place i. . Out of 89 outlets 46 are pure and 43 are impure. May. Out of 47 outlets 27 are pure In 43 E&D outlets 32 are having visi. Muniopurwa. April. Different Channels like ―Grocery. Convenience. Some distributors are using drivers as sales man and as loader where driver as sales man is fine but when drivers are also working as loader it is making late start of distribution because when all the vehicles are loaded then only they start from Go down. Sometimes according to the demand. E&D‖. I found that distributors are using fewer infrastructures than required. In many shops of the area where I surveyed there is no direct contacts of company with the retailers. in many shops. Barafkhana) retailers have to use their own vehicle because company`s or distributor‘s vehicles are not visiting those areas The biggest threat of coca cola in the market is the distinctive ―BOTTEL‖ exchanging strategy of ―PEPSI. Out of 10 only 7 outlets are pure. In 12 convenient outlets 10 are having visi. In many areas retailers give more preference to the ―COCA-COLA‖ products like ―THUMS UP. In some area (Mushadganj. 47 are grocery and 32 are eating and drinking outlets. SPRITE. volume and channel. MAAZA. AND FANTA‖ but due to absence of retailer friendly schemes and improper distribution they have to keep products of PEPSI.
Market developer and Sales executives should be responsible for making retailers aware about the new schemes and their work should be monitored by respective departments. Coca-cola can also adapt BOTTEL EXCHANGE strategy of PEPSI to provide more comfort for retailers. Department heads should make sure that market developers and sales executive are visiting the areas regularly. purity must be improved. Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. For stopping SCHEME HIDING company should pay attention on the salary of market developer and sales executive. It can also be done by taking helps of Interns who are doing their projects but Sales Manager should also take this responsibility by using new technology for example SMS.e.2: SUGESSTIONS The company must try to make all brands of Coca-Cola available at every retail outlet whether it is large or small. It will also help in improving VISI conditions.5. . i. otherwise the consumer may go for substitute. Maintenance work of refrigerator. Display material should be provided to the retailers on more regular basis to increase the sales level.
Philip Kotler .com Cocacola.com JOURNELS: Marketing generals News papers TEXT BOOK: Business Statistics J K Sharma Marketing Management .com Domain-b.3: Bibliography The following things were helpful for the completion of the project: Web Sites: Cocacolaindia.5.
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