This action might not be possible to undo. Are you sure you want to continue?
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
Introduction Objectives Need & Scope Research Methodology Limitations Theoretical Concept Industry Profile Company Profile Secondary Data Data analysis And Interpretation & Findings Suggestions & Conclusion Questionnaires Bibliograp
Page 1 of 71
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
HINDUSTAN COCA COLA BEVRAGES PVT. LTD.
Industry: Consumer product / FMCG products HINDUSTAN COCA COLA BEVRAGES PVT. LTD. Types of Company: Private Limited Company, Foreign Based Company Location: HYDERABAD Sales Office:
Plant: Ameenpur Village, patancheru Mandal, Medak Dist – 502319.
project: Done by R.V.Kishore Babu. Hi-Tech College. Hyderabad.
Page 2 of 71
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want, through creating, offering and exchanging products of value with others”. - Philip Kotler. Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that phase of business activity through which human wants are satisfied, by the exchange of goods and services for some valuable consideration. - American Marketing Association. Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possiblfor
Page 3 of 71
Having selected the market.LTD. the companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix. Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Marketing consists of analyzing marketing opportunities. The final step is organizing the marketing resources and implementing and controlling the marketing plan. designing marketing strategies. more and more of consumers to enjoy more and more of these products and services. implementing and controlling marketing effort.HINDUSTAN COCA-COLA BEVRAGES PVT. Page 4 of 71 . planning marketing programs and organizing. researching and selecting target markets.
Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture. 10-tonne trucks. sale and distribution of beverages across the country. Page 5 of 71 . open-bay three wheelers that can navigate the narrow alleyways of Indian cities. Ltd.LTD. is truly a one-of-a-kind experience.Cola . ensure availability of our brands in every nook and corner of the country. All of those individual experiences combined have created a worldwide phenomenon – a truly global brand.HINDUSTAN COCA-COLA BEVRAGES PVT. On the distribution front. FEW WORDS ABOUT THE COMPANY Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an experience that millions of others have served. A career at Hindustan Coca-Cola Beverages Pvt. Come taste life at Coca. The company-owned Bottling arm of the Indian Operations.
In the same year. Coca-Cola serves in India some of the most recalled brands across the world including names such as Coca-Cola.Pulpy Orange.HINDUSTAN COCA-COLA BEVRAGES PVT. HISTORY Coca-Cola Company. nourishing the global community with the world’s largest selling soft drink since 1886. Diet Coke. Thums Up. Minute Maid . returned to India in 1993 after a gap of 16 years giving a new thumbs-up to the Indian Soft Drink Market. No wonder. Sprite. the Company took over ownership of the nation's top soft-drink brands and bottling network. our brands have assumed an iconic status in the minds of the consumers. Limca.LTD. Page 6 of 71 . Maaza and Kinley (packaged drinking water). Fanta.
To enlist the benefits of Horizontal Expansion for the company at retail end. To develop the business. Page 7 of 71 . Objectives of the study: 1. 3. 2. To understand & explain the Horizontal Expansion Concept with respect to HCCB operations at retail end. expand the market coverage.HINDUSTAN COCA-COLA BEVRAGES PVT. retention strategies and maintaining customer relations 4. To identify if there exists any training requirement for the improvement of sales to its sales team? 5.LTD. acquisition of retailers. To study the behavior of sales man and distributer towards shopkeeper.
Economies of scale principally denote effectiveness related to alterations in the supply side. 2) Economies of scale Economies of scale refer to the cost benefits received by a company as the result of a horizontal merger. Therefore. which will lead to a decrease in the average expenses Page 8 of 71 . economies of scope denote effectiveness principally related to alterations in the demand side. for example growing or reducing the range of marketing and supply of various forms of products. the merged company can derive the benefits of economies of scale. for example. product bundling. On the other hand. The maximum use of plant facilities can be done by the merged company. The merged company is able to have bigger production volume in comparison to the companies operating separately. as well as family branding. growing or reducing production scale of an individual form of commodity. SCOPE OF STUDY Horizontal merger provides the following advantages to the companies which are merged: 1) Economies of scope The notion of economies of scope resembles that of economies of scale. Economies of scope are one of the principal causes for marketing plans like product lining.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
growth of value per share and price earning ratio. then the entire expense of inputs goes up less than twofold. Page 9 of 71 . smaller flotation expenses For attaining economies of scale. there are two methods and they are the following: One example of economies of scale is that if a company increases its production twofold. The important benefits of economies of scale are the following: power. decrease in the cost of capital. capital raising.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
This study will also help to the company to know about their new concepts position in the market This study will also help to the company to know about its promotional activities involved in advertising.HINDUSTAN COCA-COLA BEVRAGES PVT. This study is helpful to find out the number of outlets coming under RED concept This study is also helpful to find out the outlets efficiency which are coming under RED. Through this study company will know about the availability of its products in the market.LTD. Page 10 of 71 . This study is helpful to find out the sales trends of the Coke products and its effect on consumers value and satisfaction. Significance of the study Through this study company can know about its growth compared to its major competitor PepsiCo.
Here the entire scheme of plan starts with the definition of various terms used.) Research Methodology: Research Design: Once the problem is identified.HINDUSTAN COCA-COLA BEVRAGES PVT. extent of accuracy aimed etc. This study also helps me to understand how the marketing strategy like Pull and Push works in the corporate. units to be employed. This study directly deals with interaction of different kinds of people in the organization which helps me to understand the corporate communication system. the next step is the research design. experimentation and survey method. A research design specifies the methods and procedures for conducting particular study. Source of Data: There are two types of data: 1. The primary data can be gathered by observational.LTD.. Primary data 2. Page 11 of 71 . (For push – at the time of pulpy promotion. type of enquiry to be conducted. Secondary data Primary Data: The primary data is fresh information collected for a specified study. for pull at the time of more demand of sprite. In this project we are following descriptive research design. Research design is the basic framework of rest of the study.
where the data is collected by the investigator from the sources concerned. The secondary data collect from internal records. Secondary Data: The secondary data refers to data. The questionnaire contains closed-ended and dichotomous questions.). here the method consists in preparing a questionnaire (a list of questions relating to the field of enquiry and providing space for the answers to be filled by the respondents. Direct personal investigation. where the interview is conducted directly or indirectly concerned with subject matter of the enquiry. Research instruments: For the collection of primary data a structured questionnaire was prepared covering various aspects of the study. In this project mailed questionnaire method is used to collect the primary data. which is mailed to the respondents with a request for quick response with in the specified time. The methods commonly used for the collection of primary data are: 1. company websites and Newspapers. which already exists. Indirect oral interviews. which are appointed by the investigator.LTD. Information received through local agencies. 4. business magazines. 3. Page 12 of 71 . Mailed questionnaire method.HINDUSTAN COCA-COLA BEVRAGES PVT. 2.
HINDUSTAN COCA-COLA BEVRAGES PVT. Universe: Hyderabad. Sample Technique: Sample Technique is Simple Random Technique. The type of research which is used to conduct survey was. Page 13 of 71 . Sampling Procedure: It is a procedure required from defining a population to the actual selection of the sample.LTD. Sample Unit: Sampling units are outlets owners/ shopkeepers selling soft drinks. Sample Size: Sample Size of 50 outlets. Method of data collection: Method of data collection is survey method. The questionnaire was designed by keeping all the objectives of the study in mind. PROSESS The study is based on Primary data and Secondary data. Secondary Data was collected from the Company’s website and MD’s Sales Presenter as well as Primary Data was collected through structured questionnaire.
Limitations 1. Page 14 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. The sample size was limited. 2. 3. The training was for shorter period of time that is why it was not possible to carry out a detail study. The strategies of the company changes very frequently it is difficult to make exact recommendation.
HINDUSTAN COCA-COLA BEVRAGES PVT. Best illustrated by example. a typical case of horizontal Page 15 of 71 . or merged with. Pepsi has adopted strategy of Vertical Expansion by which Pepsi wants to improve it’s sale from Coke monopoly outlets. the term Horizontal Expansion describes a type of ownership and control. means Coke’s monopoly outlets are being taken over by Pepsi now in this condition to improve it’s sale Coke need to open new outlets which is called Horizontal Expansion Strategy. It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets. In microeconomics and strategic management. This is the expansion of a firm within an industry in which it is already active for the purpose of increasing its share of the market for a particular product or service. A monopoly created through Horizontal Expansion is called a Horizontal Monopoly. Horizontal Expansion: It is defined as expanding a business beyond what is presently known as its core functions. E. Horizontal Expansion occurs when a firm is being taken over by. What is Horizontal Expansion? Expansion of business capacity through the absorption of facilities or buildings as well as through the acquisition of new equipment to handle an increased volume in sales in which the business is already engaged. another firm which is in the same industry and in the same stage of production as the merged firm. Horizontal Expansion in marketing is much more common than Vertical Expansion is in production.LTD.g.
the other method of expanding horizontally would be to simply extend the topic of your current blog to include the additional new videogame. While ProBlogger’s core functions was providing bloggers with tips on how to make money through their blogs. independant online publishers a feasible example would be that if you run a popular blog on a certain videogame. When developing an market business you will always be looking for ways to maximize your revenue.LTD. This is a type of horizontal expansion where you expand on your already existing brand and go beyond your core activity in order to create new and (hopefully) rewarding cash flows that by calculation will. at some point. and at the same time create a new cash flow and increase their revenue (by charging for the listings on the job board). Page 16 of 71 . expansion was when ProBlogger decided to introduce their Job Boards. and expanding your fields of operation is often a possibility that surfaces when you are evaluating the future of your businesses. and only tie them together under an umbrella. the team behind the site identified that a job board could compliment what they already provided their “customers” (readers) with. While common to most of those who have formally studied business management. the concepts of Vertical Expansion and Horizontal Expansion are not always recognized by small time internet entrepreneurs such as myself. Another type of Horizontal Expansion is to create a completely new section of your company. Of course. In the world of small. and tie them together only by a company/network blog or website.HINDUSTAN COCA-COLA BEVRAGES PVT. you can start a completely new blog on another videogame. make your business more profitable.
expansion is a far more accurate word than integration. the term expansion makes more sense in this case than integration. or climb a steep curve of learning in order to gain the proper insight in order to be able to provide quality content on the new subject. but seeing how buying adsense off of Google is probably not very likely. When you expand your business vertically. the curve of learning can be equally steep. So what separates these two options? Vertical Expansion: It is often referred to as Vertical Integration as well. for independant online publishers. When expanding vertically. you try to increase your profits by expanding and improving on your existing core activities. and the way we usually seperate them is by classifying them as horizontal or vertical. Your already existing access to knowledge.HINDUSTAN COCA-COLA BEVRAGES PVT. because often it means that you will have to learn a completely new trade that you don’t have any prior experience with what so ever. whether it is in yourself or already employed Page 17 of 71 . or even steeper. Generally when facing the option of expansion. Common to both types of expansions are that they both involve a certain amount of risk. For larger companies an example of vertical expansion could be to purchase or merge (hence the term Vertical Integration) with the company that handles their logistics. When expanding horizontally as an online publisher you will be required to either outsource the information you will provide. but as I will point out shortly. horizontal even more so than vertical. you will have two initial paths to choose from.LTD. Similarly a possible vertical expansion for a blogger could be to sell his own ads instead of using adsense. and moving tasks you’ve previously outsourced inhouse.
3. people. widening the line of products. 1. getting rid of competition.LTD. 4.HINDUSTAN COCA-COLA BEVRAGES PVT. decrease in working capital and fixed assets investment. to increase the market share to develop new markets for the expansion of coca cola to identify new opportunities for the new market to get rid of competition and reduce cost The objective should be thought from different perspective point Of view as mentioned belo coca cola vertical integration coca cola soft drink Page 18 of 71 . enhancing the market capability and to get more dominance on the market. minimizing the advertising expenses. 2. The objective behind this type of mergers is to achieve economies of scale in the production procedure through carrying off duplication of installations. should therefore be considered when considering either forms of expansions Objective of horizontal expansion plan OF COCA COLA A plan which is intimately connected to horizontal merger is horizontal expansion. The aim behind a horizontal expansion is to grow its market share for a specific commodity or service. This refers to the expansion or growth of a company in a sector that is presently functioning. services and functions.
After we should introduce our products to explain the profits then we can interact closely with them. to expand our market business respectily. BCG matrix of coca cola Product life cycle of coca cola Coca cola competitor ACCORDING TO COCACOLA COMPANY: When we will entered into the market then to approach the outlet we have to observe the type of outlet before we visited the outlet they have been using from which kind of products like as pepsi. While doing Horizontal Expansion take care to the competitor’s strategy.LTD. What type of cooler is expecting from our company? We should provided our cooler to satisfy them as well as simantaneuously.HINDUSTAN COCA-COLA BEVRAGES PVT. After we should visited the pepsi outlet then we need to introduce our coca cola products to that outlet. Reason Of Horizontal Expansion? The ultimate objective of coke is to acquire more customer and serve them properly. E&D models. We need to observe which type of outlet they are using after we observed the outlet models. The main competitor is PEPSI. If they are being used to display the pepsi products. convenience. who has opted Vertical Expansion to generate more sell however Coke do not believe on Vertical Expansion Page 19 of 71 . If it is the grossory.
you are selling Chips. And these products have a very good combination with cold drink. because Vertical Expansion has limited preview so COKE is great believer in Horizontal Expansion and this strategy helped to the company to maintain its leadership in the soft drink industry. Shopkeeper. Horizontal Expansion helps the company to serve the more people and more customers touch point because in the waste country many customers commutes. but how it can increase my overall sale? Salesperson . Pastry and snacks.Sir if you will start to sell coke then your overall sale will be increased and it is not tough to sell coke because Coke is the leader in beverage industry and a very well known brand. How to Do Horizontal Expansion To do Horizontal Expansion more efficiently we made a profit story and talk to the shopkeepers according to that story. Shopkeeper – But how Coke can increase my profit? Page 20 of 71 .yes.Sir.LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. May I present you? Shopkeeper – yes please present it Salesperson . I am from Coke and I have a proposal that will surely increase your income. India is a big country having diversified taste and appearance and same character is reflected in their demography. If a person wants to purchase any of these products then it is quite possible that he will purchase Coke and vice versa. Story Salesperson – hello sir.
More over if you are keeping your refrigerator for the storage purpose of Coke if will be all right as the refrigerator Page 21 of 71 . 1 case of 600 ml and 1 case of 2 liter. 10 offer on 200 and 300 ml and Minimum Rs. 4620 = Rs. Salesperson – Sir that’s a really nice question. We have minimum Rs. we can understand your anxiety and we have to offer much more for this.HINDUSTAN COCA-COLA BEVRAGES PVT.) 8 10 22 55 Revenue(Rs .R.) 200 168 300 214 600 488 2000 455 of QT Y. And for start selling Coke you need to invest only Rs. Salesperson – Sir if you are really interested to explore through Coke. you may be able to sell 2 cases of 200ml. 154 Profit per month (in Peak season) Profit of whole season = Rs. ice etc. 1913 = 34650 * 100/1913 = 1811. 13860 (Because the peak season for Coke is only of 3 months) Profit of rest of the 9 months = Rs. 20790 (Because as per the Coke assumption income in the off season is decreased by half in comparison to the Peak season) Profit of whole year Your investment Your ROI = Rs. We will provide you 3 empty carets Weight of Product Rate (ML) case(Rs.29% Shopkeeper – But I do not think this much will work what about those stuffs that needs to support trading of Coke and I have to provide them like electricity.P. 1 case of 300ml.) 192 240 528 495 Profit(Rs.34650 = Rs.LTD.) 24 26 40 40 Sir your daily profit from coke (in Peak season) = Rs. 420.(R s. 20 on Pet bottles. 24 24 24 9 M.
what you have to say about our offer? Shopkeeper – Yes. 8 per day. This study is helpful to find out the sales trends of the Coke products and its effect on consumers value and satisfaction.HINDUSTAN COCA-COLA BEVRAGES PVT. Benefits of horizontal expansion: Through this study company can know about its growth compared to its major competitor PepsiCo. Salesperson – Thank you sir and Congratulation (Shaking Hands) I will be dropping my products within 10 minutes as I have the carrying vehicle with me and within next 15 minutes you are all set to go for selling Coke. I think it will be a nice idea to accept your offer.LTD. can work by consuming power as low as 2 units per day which will cost you Rs. Through this study company will know about the availability of its products in the market. 1 photo copy of electricity bill and 1 passport size photo of shopkeeper. So. Page 22 of 71 . This study will also help to the company to know about their new concepts position in the market This study will also help to the company to know about its promotional activities involved in advertising. On some shops we set refrigerators and to keep a refrigerators we need to collect 1 photo copy of Voter ID card or Rashen Card.
for pull at the time of more demand of sprite. This study is helpful to find out the number of outlets coming under RED concept This study is also helpful to find out the outlets efficiency which are coming under RED. This study directly deals with interaction of different kinds of people in the organization which helps me to understand the corporate communication system.) Provides Incremental Volume & Revenue for Business By horizontal expansion there will be more outlets of our product In the market which will sell our product in more quantity. This will generate incremental revenue for the business. Helps Improve Route Productivity Increase in market power over supplier and downstream market channels Page 23 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. (For push – at the time of pulpy promotion. This study also helps me to understand how the marketing strategy like Pull and Push works in the corporate.
Let’s see the profit story of horizontal expansion Page 24 of 71 . Advantage of horizontal expansion over vertical expansion: Both expansion techniques are meant for increasing sales volumes.HINDUSTAN COCA-COLA BEVRAGES PVT. But in horizontal expansion company can earn more profits by spending less.LTD.
Total profit margin and return on investment also increased. Above tables clearly indicate the importance of opening new outlets. Page 25 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. By doing vertical expansion only growth in profit was not very effective but because of opening just 200 new outlets sales increased to a large extent.
of New outlets in Gachi bowli.LTD. its main benefit is to generate incremental revenue for the company. During the project I studied strategies and analyzed the market. and to open outlets for coca cola products. OUTCOME OF THE PROJECT Apart from the other benefits of horizontal expansion. BHEL = 10 No. of New outlets in Ameer Pet = 5 No . 30. It also increased the visibility and market share of the coca cola products. My major job was to use different tools provided by the company for horizontal expansion like refrigerator. of New outlets In Yusafguda = 10 No. Sales at each outlet = 3 cases per outlet Total Sales = 50*3 = 150 cases per day Avg price per case = 200 Rs( assumed) Total Revenue = 200*150 = Rs. With my other team mates I targeted the market of Ghaziabad and our outcome is as follows:No. Page 26 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT. of New outlets in other areas = 25 INCREMENTAL REVENUE GENERATED FOR THE COMPNAY: Avg.000 per day (Note: see appendices for the list of outlets) Hence we can see the huge revenue generated by the horizontal Expansion. ice box etc.
As with many mature retail industries. these three companies are rapidly expanding both globally as they enter and promote new markets for existing products and locally. The prototype of all marketing and branding struggles. The dominant players in this area (Coca Cola.S. in the fast-food restaurants. with 1% growth or less. They are fighting on the TV. the beverage giants have a problem – growth in the sales of their flagship carbonated products are at a near standstill in the key U. To remedy that. they are also dueling in the schools. and new branded products in the form of “Vanilla Coke” and “Pepsi Blue. often covering more territory than real food categories like dairy products.” . After years of rapid growth. the “Cola Wars” keep expanding. The Pepsi and Coca Cola keep rolling out the big guns: dueling pop stars. and in the supermarkets. INDUSTRY PROFILE Carbonated Soft Drinks At the core of the beverage industry is the carbonated soft-drink category. These companies’ products occupy large portions of any supermarket’s shelf space. in categories that are still expanding. meat. One of the biggest pushes of Page 27 of 71 . Pepsi. They are dominant in world markets as well. fizzy soda water. or produce. it seems that the average American can’t drink any more flavored. market.LTD. as they add products from adjacent beverage categories in the supermarket. and Cadbury-Schweppes) own virtually all of the North American market’s most widely distributed and bestknown brands. We'll talk about these areas in a later posting.HINDUSTAN COCA-COLA BEVRAGES PVT.
Overall soda market In fact. involves marketing in its purest form. Cadbury-Schweppes (the result of a merger between a British candy company Page 28 of 71 . and other institutions to go all-Coke or all-Pepsi. even in Third World countries. Over the years. iconic. universities.5% in the year 2002.S. carbonated soft drink sales increased only 0. and Mexico. Coke and Pepsi have a third major rival on the bottled soft drink shelves. And while the American market may be mature. Although total sales for the industry was up slightly. India. Selling costly sugared water and building an increasing demand for it. are expanding fast. All this worldwide activity can’t disguise an unpleasant core reality for the vendors: U. namely Cadbury-Schweppes. domestic soft drink growth is not keeping pace with population growth. Markets in Eastern Europe. The big three carbonated beverage makers now exist in a stable oligopoly those changes only by small increments and which controls over 90% of the market. in return for a (small) cut of the gross sales. among others.HINDUSTAN COCA-COLA BEVRAGES PVT. the last few years has been convincing school districts. per capita consumption was down for the third year in a row In other words. and both Coke and Pepsi are finding local partners (bottlers) in these countries to keep extending their reach. China.LTD. unsullied by any preexisting need or local tradition. there’s still an opportunity worldwide to replace hot beverages like coffee and tea that require some preparation with these cold.
Americans consume twice as much soda as they did 25 years ago. The next biggest North American soda company. market they had in 1999. etc. Cadbury acquired moribund RC Cola.1% .4% 14. Mountain Dew. Schweppes. etc. etc.7% Pepsi. the relative market share of the big three changes at a glacial rate. Seven-Up. This gave the company more shelf position and immediately gave the RC Cola brand.S. Slice. Dr. Mug. In past decades. Pepper. the carbonated beverage section had been the beneficiary of an amazing record of growth. While individual flavors go up and down. namely Dr. these three companies had almost exactly the same share of the U. Mello Yello. Barq. In 2000. Canada Dry. along with A & W and Canada Dry.LTD. and a British beverage company) has improved its position by acquiring key brands in the US. Fanta. the Canadian-based Cott Beverage Company. In 2001. up from 22 gallons per person per year to over 56. had only a little over 3% of the market and that company specialize in supplying private label soda to supermarkets and other chains. where consumption has more than doubled over the past 25 years. however. giving it a cola drink to battle against the big guys. Sunkist. A & W. long a distant also-ran with weak Page 29 of 71 Percentage 44.HINDUSTAN COCA-COLA BEVRAGES PVT. Pepper and Seven-Up. Sprite. PepsiCo Cadbury/Schweppes 31. namely: Company Coca Cola Brands Coke. Squirt.
a hyper-caffeinated soda. Pepsi gave itself a small boost because of the popularity of newly introduced Mountain Dew Code Red. New age beverages In the last part of our look at the beverage business. we noted that oligopolies Coca Cola. marketing muscles. Second. and Cadbury Schweppes had "flooded" a mature market. something all oligopolies are compelled to do? First. important categories.HINDUSTAN COCA-COLA BEVRAGES PVT.8% It’s pretty indicative of this mature market that the only major move in market share comes through a takeover. So. more sales and market presence. which show both faster growth and less well-defined competition. other beverage types have only in the last decade come into focus as separate. PepsiCo.7% 31. The market share figures in 2001. by expanding internationally.LTD. Moreover. so that there was minimal growth potential in the carbonated beverages category. by acquiring or adding new products in other beverage areas. how can these companies grow. Page 30 of 71 .6% 15. Company Coca Cola PepsiCo Cadbury/Schweppes Percentage 43. Coke’s numbers declined slightly. the takeover targets that are left are so small that the biggest remaining brand doesn’t make more than 1% difference in total volume. In fact.
Ocean Spray and Nantucket Nectars. These alternative beverages areas were established by startup or small cap companies. The segments of alternative or "New Age" beverages ranked by order of sales. were: Page 31 of 71 . There is a scramble for new territories in beverage shelf space. In 2001. and Coke and Pepsi are investing heavily. The emerging categories began to look like both a threat and an opportunity for the big three. So the search for new beverage footholds has become the second front of the Cola Wars.HINDUSTAN COCA-COLA BEVRAGES PVT. SoBe and Calistoga. including Snapple and Arizona Iced Teas. according to Beverage Age Magazine.LTD.
The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage. The company operates a franchised distribution system dating back to 1889 where TCCC only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.LTD. Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500 Page 32 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT. The Coca-Cola Company is headquartered in Atlanta. Company Profile In general. Coca-Cola currently offers nearly 400 brands in over 200 countries or territories.
HINDUSTAN COCA-COLA BEVRAGES PVT. Page 33 of 71 . The ISO 14001 certificate is the internationally recognized standard of Environmental Management. the total involvement of all employees and a compliance with applicable regulatory and internal company standards.LTD. A company must demonstrate management commitment. All India Division COBO’s are now ISO 14001 certified All 25 of the Divisions Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate. Strict division compliance with eKO system ensured that the bottling plants were ready to meet the tough evaluation criteria and standards of the ISO auditors.
LTD. PRODUCTS AND BRANDS Page 34 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.
. both of which had a higher dose of carbon dioxide. The brand was bought out by Coca-Cola who later re-launched it to fight against Pepsi after unsuccessful attempts at brand killing. Following this. launched Thums Up as their flagship drink. the American cola giant Coca-Cola was banned by the Indian government. Pure Drinks Ltd. the Parle brothers. The formula was just as closely guarded as the famous Coke formula. launched Campa Cola and Campa Orange. Thums Up was basically a cola drink. Pepsi. adding to their portfolio of older brands Limca (lime flavour) and Gold Spot(orange flavored).LTD. Page 35 of 71 . Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India. Background During late 1970s. and Campa Cola gained nationwide acceptance. but the company never claimed it as such. Thums Up Type Manufacturer Country of origin Introduced Related products Cola The Coca-Cola Company India 1977 Coca-Cola. the owners of Coca-Cola’s bottling plant. Ramesh Chauhan and Prakash Chauhan. Thums Up. It is similar in flavor to other colas but has a unique taste reminiscent of betel nut. along with then CEO Bhanu Vakil. During the same time.HINDUSTAN COCA-COLA BEVRAGES PVT. red thumbs up logo is common. where its bold. Limca. Campa Cola Thums Up is a carbonated soft drink (cola) that is very popular in India.
Coca-Cola soon introduced its cola in cans which was all the rage in India. In 1993 Coca-Cola re-entered India after prolonged absences from 1977 to 1993. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. to thwart the Indian brand. But Coca-Cola’s entry made things even more complicated and the fight became a three-way battle. aptly named MahaCola. Market sIn 1990. others surmised that the international brands seemingly endless cash reserves psyched-out Parle. With Pepsi roping in major Indian movie stars like Juhi Chawla. coined by then famous copywriter Vasant Kumar.Its famous caption until the early `80s was. G. when Indian government opened the market to multinationals. in a move that baffled many. with Thums Up introduced alongside. This would later be modified by CocaCola with blue strokes and a more modern-looking typeface. Page 36 of 71 . Pepsi was the first to come in. Either way. Parle sold out to Coke for a meagre US$ 60 million (considering the market share it had). Thums Up increased its spending in the Cricket sponsorship. and Coke has a habit of killing brands in its portfolio that might overshadow it. “Happy days are here again”. The picture shows the thums up mountain or thums up pahaad(in Hindi)manmad hills which has a natural top like thums up logo and is a popular sight from trains . Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. The Thums Up logo was a logo showing a red thumbs up hand gesture with a slanted white serif typeface.LTD. Krishnamurti. whose father was spiritual philosopher U. This was mainly done to reduce the dominant red color in their signage. albeit in minuscule numbers. The consumers were divided where some felt the Pepsi’s mild taste was rather bland. Some assumed Parle had lost the appetite for a fight against the two largest cola brands. Later Coca-Cola started pulling out the Thums Up brand which at that time still had more than 30% market share. it was now Coca-Cola’s. Then the capacity went from 250ml to 300ml.HINDUSTAN COCA-COLA BEVRAGES PVT. Later it was changed to "Taste the thunder!”. That same year.
and it has a slight flavor of ginger. 10 200ml glass bottles cost Rs. because they are more expensive than the soda itself. washed and reused. Maaza and other drink brands. Limca s Type Manufacturer Country of origin Introduced Lemon-lime soda The Coca-Cola Company India 1977 Limca is a lemon and lime flavored carbonated soft drink made in India and certain parts of the U.LTD. In 1992.S. The bottles are sent back to the manufacturer.55 600ml plastic bottles cost Rs. plastic bottles cost Rs. The Limca Book of Records details feats. Thums Up. records and other unique statistics from an Indian perspective. Coca-Cola bought Limca. It is less bubbly than its American counterparts like Seven Up and Sprite.HINDUSTAN COCA-COLA BEVRAGES PVT. which are returned to the store or restaurant after the contents have been drunk. Page 37 of 71 . Limca is generally sold in glass bottles within India. a record book similar to the Guinness Book of Records. 22 300ml glass bottles cost Rs. 15 Limca also publishes the Limca Book of Records. at the same time as it admitted Pepsi for the first time. when the government allowed Coca-Cola to return. Like other sodas. 8 350 ml pet bottles cost Rs. Rates and sizes 2 ltr.
many years after Sprite's introduction. as a lemon-lime soda. lemon-lime flavored. Sprite and 7-up are interchangeable and. In the 1980s. which had begun as "Lithiated Lemon" in 1929. Sprite (or any other type of lemonade) is also known simply as citra. is referred to by consumers around the world in a variety of ways. Coke pressured its large bottlers that distributed 7 Up to replace the competitor with the Coca-Cola product. Sprite was introduced to the United States in 1961 to compete against 7-Up. when asked.LTD. produced by the Coca-Cola Company. It is called lemonade in Australia and New Zealand. In some parts of Switzerland. In large part due to the strength of the Coca-Cola system of bottlers. caffeine free soft drink. Sprite finally became the market leader position in the lemon-lime soda category in 1989 Global naming Sprite. a person may say Sprite or 7-up to mean the same drink.HINDUSTAN COCA-COLA BEVRAGES PVT. Sprite and Schweppes Lemonade are almost interchangeable. Page 38 of 71 . History Originating in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta"). It comes in a primarily green and blue can or a green transparent bottle with a primarily green and blue label. It was introduced to the United States in 1961. In South Africa. This was Coke's response to the popularity of 7 Up. In Ireland and Canada. Sprite Type Manufacturer Country of origin Introduced Lemon-lime The Coca-Cola Company Germany 1961 Sprite is a clear soda.
The flavor varied throughout the war. depending on the ingredients used. Keith told them to let their Fantasie (German for "imagination") run wild. needed a product to keep the plant in operation and devised a fruit flavored drink made from available ingredients. a byproduct from cheese manufacture. The CEO of the plant. The brand was originally introduced in Germany in 1940. On hearing that. s Page 39 of 71 . the German bottling plant could not get Coca-Cola syrup. salesman Joe Knipp spontaneously arrived upon the name Fanta. Fanta was created and became quite popular. Due to war time restrictions on shipping between Germany and the United States. Today it is available in 180 countries.HINDUSTAN COCA-COLA BEVRAGES PVT. History In 1940 Fanta was created by the German chemist Schetelig during World War II in Germany. Using apple fiber remaining from cider pressing and whey. by the German Coca-Cola bottling company in Essen. The name 'Fanta' was coined during an employee contest to name the new beverage. Max Keith. however. and was purchased by Coca-Cola in 1960. The original German Fanta had a yellow color and a different flavor from that of Fanta Orange. Fanta Type Manufacturer Country of origin Introduced Soft drink The Coca-Cola Company Germany 1940 Fanta is a global brand of fruit-flavored soft drink from the Coca-Cola Company. There are over 115 flavors world-wide.LTD. most of them are only available in some countries.
As for North America.LTD. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti. maaza Type Manufacturer Country of origin Introduced Variants Related products Fruit juice The Coca-Cola Company India 1976 Maaza Orange. By 1995. the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink. Citra. Of late. Coca-Cola has recently re-launched these variants again in the Indian market. However. the Maaza brand has become synonymous with Mango. Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. which is known as the "King of Mangoes" in India. began selling Maaza as a franchisee in the Middle East and Africa in 1976. Thums Up and Gold Spot. Frooti Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh. it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai.HINDUSTAN COCA-COLA BEVRAGES PVT. all brands are also now available in small cartons and large PET bottles. Mango drinks currently account for 90% of the fruit juice market in India. the most popular drink being the mango variety. Maaza and Slice were initially sold in returnable bottles. History Maaza was launched in 1976 in India. based in the United Arab Emirates. The Union Beverages Factory. manufactured by Parle Agro. Maaza was acquired by House of Spices in 2005. but these variants were subsequently dropped. Initially Coca-Cola had also launched Maaza in orange and pineapple variants. Page 40 of 71 . Maaza Pineapple Slice. Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca. Maaza claims to contain mango pulp of the Alphonso ariety. While Frooti was sold in small cartons. so much that over the years. In India .
The Minute Maid company is now owned by The Coca-Cola Company. In 2002 the Houston Astros baseball team sold the naming rights for their venue. The US Army had a need for 500. Fox himself went door to door giving free samples. Fox. allowing it to be distributed throughout the United States and served year-round. the company won the government contract for $750. In 1973. but now extends to soft drinks of many kinds.200 people. implying the juice was quick and easy to prepare. Texas. and is he world's largest marketer of fruit juices and drinks. until demand skyrocketed.LTD. Massachusetts. The Minute Maid company was purchased by Coca-Cola in 1960. Page 41 of 71 . and led to the company's national success. including Hi-C. but with investment.000 kg) for the war. Minute Maid was the first company to market orange juice concentrate. the company released the first ready-to-drink. the Florida Food Corporation. Led by John M. usually associated with lemonade or orange juice. subsequently anointed Minute Maid Park.5% of the team.HINDUSTAN COCA-COLA BEVRAGES PVT. Rather than selling powder to the public market. It is headquartered in Houston. so NRC created a new branch. the company moved forward with a product. The ability to purchase freshtasting orange juice at any time of year. and the company now owns 8. developed a method of concentrating orange juice into a powder using a "high-vacuum process" in 1945. proved popular. The war ended and the contract was canceled before the factory could be built. With limited funds for advertising. and employs 2. History The National Research Corporation (NRC) of Boston. far from where oranges are grown. Minute Maid Minute Maid is a product line of beverages. chilled orange juice product in the United States. like Minutemen. A Boston marketing firm came up with the name Minute Maid. the company decided to create frozen orange juice concentrate.000.000 lb (227.
Particularly in a nation such as India where water governs the lives of the millions. transforms. a thirst quencher that refreshes. Water you can trust to be truly safe and pure. be it as part of everyday ritual or as the monsoon which gives life to the sub-continent.LTD. The importance of water can never be understand. Kinley water comes with the assurance of safety from the Coca. Kinly water understands the importance and value of this life giving force. safe drinking water is fundamental. A universal need. Page 42 of 71 . That’s why they go through rigorous testing procedures at each and every location where Kinley is produced. purifies.Cola Company. a celebration of life itself. Because they believe that right to pure. that can not be left to chance. the most basic need of life.HINDUSTAN COCA-COLA BEVRAGES PVT. Water. A ritual purifier that cleanses. KINLEY Water. That is why they introduced Kinley with reverse-osmosis along with latest technology to ensure the purity of their product. a life giving force that washes all the toxins away. the very sustenance of life. Kinley water thus promises water that is as pure as it is meant to be.
LTD. Does Not Have Place To Sit. E & D type 2 – Outlet selling items of eats which are being cooked/made within outlet possibility of consuming those products within the outlet.Those outlets. It includes Grocers (Outlets dealing mainly in grains. These are often located alongside busy roads. etc. vanaspati etc. which sells <= 200 carets per year.HINDUSTAN COCA-COLA BEVRAGES PVT.499 carets per year. Silver. edible oil. which sells 500-799 carets per year. which sells 201 . provisions. It includes bakery / sweet shops/ QSR / juice centers / soft drink shops/ Tea shops etc. Convenience. It includes Sit down restaurants / Bars / Dhabas / Cafes etc. Gold. Class Bronze.Those outlets. Page 43 of 71 . spices.Those outlets. The Outlet Should have A Place To Sit. which sells more than 800 carets per year. generally accessible locally.Those outlets.includes outlets which are small stores. Channels Grocery – Outlet primarily engaged in retailing of food & various household items. Diamond.) and General Stores (Outlet selling items of day to day requirements & stocking a variety of branded products) E&D types 1 – Outlet selling items of eat which are being consumed primarily standing in the outlet or being taken away for Future Consumption. It includes Chemists / STD Booths / PAN – Beedi shops.
LTD. Convenience is 20 % .HINDUSTAN COCA-COLA BEVRAGES PVT. E&D is 30 %. Data Interpretation 1) What Type of Channel do you hold?s a) E & D b) Grocery c) Convenience d) Other E&D Grocery Convenience Other. Others is 10 %. Here. Please specify 30% 40% 20% 10% Channels 40 35 30 25 20 15 10 5 0 E&D Grocery Convenience Other INTERPRETATION: By knowing the above graph. Grocery is 40 %. GROCERY having highest % and OTHER’S having lowest %. Page 44 of 71 .
YES is 90 %. NO is 10 %. Here. 2) If there are no drinks in the outlet.HINDUSTAN COCA-COLA BEVRAGES PVT. Are you willing to sell soft drinks ? a) Yes b) No Yes No 90% 10% Response 90 80 70 60 50 40 30 20 10 0 YES NO 10 90 INTERPRETATION: By knowing above graph. willing to sell soft drinks. YES is more than NO Page 45 of 71 .LTD.
3)Is threr any chilling equipment present? a) b) c) d) Coke Pepsi Own fridge Others BRANDS Pepsi Own fridge Others RESPONDENTS 30% 50% 20% HOLD 50 45 40 35 30 25 20 15 10 5 0 PEPSI OWN FRIDGE OTHER INTERPRETATION: By knowing the above graph. OWN FRIDGE having Highest %. PEPSI is 30 %.LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. and OTHERS is 20 %.Here. OTHERS is Lowest % Page 46 of 71 . OWN FRIDGE is 50 %.
Here Coca cola having highest percentage. PEPSI is 20%. PARLE is 10 %.LTD. COCACOLA is 70 %. Parle is the lowest percentage Page 47 of 71 . 4) The first and mostly preferred soft drink company? a) b) c) d) Coca cola Pepsi Parle Others COMPANY Coca Cola Pepsi Parle PREFERRENCE 70% 20% 10% Preference PEPSI COCACOLA PARLE INTERPRETATION: By knowing the above graph.HINDUSTAN COCA-COLA BEVRAGES PVT.
BRAND NAME is 20%. Here ABOVE ALL is having highest percentage. Page 48 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT. CUSTOMER LOYALTY is 20%. BEST OFFERS is 10% and ABOVE ALL is 50%. 5) why did you give more preference to Coca Cola ? a) Brand name b) Customer loyalty c) Best offers d) Above all Brand name Customer loyalty Best offers Above all 20% 20% 10% 50% 50 45 40 35 30 25 20 15 10 5 0 Brand name Customer loyalty Best offers Above all INTERPRETATION: By knowing above graph. BEST OFFER is having lowest percentage.LTD.
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
6) If the preference is Coke co. then which product you prefer more a) Coca cola e) Fanta b) Thumbs-up f) Mazaa c) Sprite g) Pulpy orange d) Limca h) Kinley
Coca cola Thumbs-up Sprite Limca Fanta Mazaa Pulpy orange Kinley
10% 40% 10% 8% 2% 10% 5% 15%
40 35 30 25 20 15 10 5 0
INTERPRETATION: By knowing above graph, Coca cola is 10%, Thumbs-up is 40%, Sprite 10%, LImca is 8%, Fanta is 5%, Mazaa is 10%, Pulpy orange is 2%, Kinley is 15%. Here THUMBS-UP is having highest percentage and FANTA is having lowest percentage.
Page 49 of 71
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
A) If the preference is Pepsi which product you prefer more a) Pepsi b) 7-up c) Slice d) Mirinda e) Mountain Dew
Pepsi 7-up Slice Mirinda Mountain Dew
25% 35% 20% 15% 5%
35 30 25 20 15 10 5 0 Pepsi 7-up Slice Mirinda Mountain Dew
INTERPRETATION: By knowing above graph, Pepsi is 25%, 7-up is 35%, Slice is 20%, Mirinda is 10%, Mountain dew is 10%. Here 7-Up is having highest percentage and MOUNTAIN DEW having lowest percentage.
Page 50 of 71
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
B) If the preference is Parle then which product is you prefer more a) Frooti b) Appy Frooti Appy 60% 40%
60 50 40 30 20 10 0 Frooty Appy
INTERPRETATION: By knowing above graph, Frooti is 60 % , Appy is 40% . Here, FROOTI is more then that of APPY.
Page 51 of 71
LTD. Here R G B is highest percentage and TETRA PACKS having lowest percentage Page 52 of 71 . Tetra packs is 2% and Cans is 8%. 7) Which pack attracts the retailers to open the outlet a) R G B b) Pet Bottles c) Tetra Packs d) Cans RGB Pet Bottles Tetra Packs Cans 50% 40% 2% 8% 50 45 40 35 30 25 20 15 10 5 0 RGB Pet Bottles Tetra Packs Cans INTERPRETATION: By knowing above graph.HINDUSTAN COCA-COLA BEVRAGES PVT. R G B is 50%. Pet bottles is 40%.
Schemes is 40%.LTD. Case re-fund 35% and Price pack is 25%. Here SCHEMES is having highest percentage and PRICE PACK is having lowest percentage.HINDUSTAN COCA-COLA BEVRAGES PVT. Page 53 of 71 . 8) Which of the following promotions affect the opening and retaining of outlets a) Schemes b) Case re-fund c) Price pack Schemes Case re-fund Price pack 40% 35% 25% 40 35 30 25 20 15 10 5 0 Scheme Case re-fund Price pack INTERPRETATION: By knowing above graph.
No is 35% and Neutral is 20%. Here YES is having percentage and NEUTRAL is lowest percentage Page 54 of 71 . Yes is 45%. 9) Do you think that the business of these soft drinks is seasonal a) Yes b) No c) Neutral Yes No Neutral 45% 35% 20% 45 40 35 30 25 20 15 10 5 0 Yes No Neutral INTERPRETATION: By knowing above graph.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
Page 55 of 71 . Yes is 50%. 10) Are you able to access the different kinds of offers provided by the company every day a) Yes b) Not regularly c) Not at all Yes Not regularly Not at all 50% 30% 20% 50 45 40 35 30 25 20 15 10 5 0 yes Not regularly Not at all INTERPRETATION: By knowing above graph.LTD. Here YES is having highest percentage and NOT AT ALL is lowest percentage. Not regularly is 30% and Not at all is 20%.HINDUSTAN COCA-COLA BEVRAGES PVT.
11) According to you which of the following offers will benefit your business a) Free bottles b) Less MRP on purchase c) Gift vouchers Free bottles Less MRP on purchase Gift vouchers 45% 50% 5% 50 45 40 35 30 25 20 15 10 5 0 Free bottles Less MRP on purchase Gift vouchers INTERPRETATION: By knowing above graph.HINDUSTAN COCA-COLA BEVRAGES PVT. Here LESS MRP ON PRICE is having highest percentage and GIFT VOUCHERS is having lowest percentage. Less MRP is 50% and Gift vouchers is 5%.LTD. Page 56 of 71 . Free bottles is 45%.
12) Are you satisfied with the margins given by the company a) Yes b) No Yes No 60% 40% 60 50 40 30 20 10 0 Yes No INTERPRETATION: By knowing above graph. Page 57 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. Here YES is having is highest percentage and NO is having lowest percentage. Yes is 60% and No is 40%.
HINDUSTAN COCA-COLA BEVRAGES PVT. Yes is having 50%. 13) Is company providing satisfied service. No is having 30% and Neutral is having 20%.LTD. if any problem comes? a) Yes b) No c) Neutral Yes No Neutral 50% 30% 20% 50 45 40 35 30 25 20 15 10 5 0 Yes No Neutral INTERPRETATION: By knowing above graph. Page 58 of 71 . Here YES is having highest percentage and NEUTRAL is having low percentage.
Good is 40% and Average and Poor is 0%. Here EXCELLENT is having highest percentage. Excellent is 60%.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. 14) What is the present position of the Coca cola in the market a) Excellent b) Good c) Average d) Poor Excellent Good Average Poor 60% 40% 0% 0% 60 50 40 30 20 10 0 Excellent Good Average Poor INTERPRETATION: By knowing above graph. Page 59 of 71 .
Dissatisfied is 10% and Highly dissatisfied is 5%.HINDUSTAN COCA-COLA BEVRAGES PVT. Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage. Satisfied is 60%. Page 60 of 71 . 15) Kindly rate the behavior of salesman towards the retailers a) b) c) d) Highly satisfied satisfied dissatisfied Highly dissatisfied Highly satisfied satisfied dissatisfied Highly dissatisfied 25% 60% 10% 5% Respondence 60 50 40 30 20 10 0 Hiighly Satisfied Satisfied Dissstisfied Hiighly dissatisfied INTERPRETATION: By knowing above graph.LTD. Highly satisfied is 25%.
Dissatisfied is 20% and Highly dissatisfied 10%. Highly satisfied is 30%.HINDUSTAN COCA-COLA BEVRAGES PVT. Page 61 of 71 . Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage. Satisfied is 40%.LTD. Delivery (timeliness) I. Kindly rate the behavior of sales man (Overall year) towards: a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied 30% 40% 20% 10% 40 35 30 25 20 15 10 5 0 Highly satisfied Satisfied Dissatisfied Highly dissatisfied INTERPRETATION: By knowing above graph.
Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage. Communication II. Satisfied is 50%. Highly satisfied is 30%.LTD. Kindly rate the behavior of sales man (Overall year) towards: a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied 30% 50% 20% 0% 50 45 40 35 30 25 20 15 10 5 0 Highly satisfied Satisfied Dissatisfied Highly dissatisfied INTERPRETATION: By knowing above graph.HINDUSTAN COCA-COLA BEVRAGES PVT. Dissatisfied is 20% and Highly dissatisfied 0%. Page 62 of 71 .
Satisfied is 50%. Dissatisfied is 10% and Highly dissatisfied 0%. Visit Frequency III.LTD. Page 63 of 71 . Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage.HINDUSTAN COCA-COLA BEVRAGES PVT. Kindly rate the behavior of sales man (Overall year) towards: o Highly satisfied o Satisfied o Dissatisfied d) Highly dissatisfied Highly satisfied Satisfied Dissatisfied Highly dissatisfied 40% 50% 10% 0% 50 45 40 35 30 25 20 15 10 5 0 Highly satisfied Satisfied Dissatisfied Highly dissatisfied INTERPRETATION: By knowing above graph. Highly satisfied is 40%.
The market share of Coca-Cola is 65% and that of Pepsi is 35% only according to the areas where the researcher had surveyed It is found that 11% are exclusive. Findings: It is found that Coca-Cola is market leader compared with Pepsi the market challenger. It is found that 40% of outlet are needed to horizontal expansion.LTD. hitch city there is a lot of chance to develop business Page 64 of 71 . It is found that there is 44% outlet where there is no sales growth assets It is found that 39% are not using any vernacular freeze so there is a chance to provide freeze in these area to give business or develop business and increase market share It is found that thumps up is leading brand with sales 26% brands among the brand In the survey it is found that in gacchibowli . 30 % are shared and 40% are neither co and pc.HINDUSTAN COCA-COLA BEVRAGES PVT. Even though during the survey consumers demand more 200ml products of co for business expansion in service industry. Volume of consumption 200ml co is higher then others it is necessary to launch 200ml products more.
1 One in brand customer demand more equity. hi-tech city to make expansion Through the research it is found that boards are best display for outlets Researchers found that coca cola is No. It is found that major survey was focused on service industry to make horizontal expansion of coca cola It is found that there is a lot of chance in gaccchi bowli. brand equity is better measure of firms performance Researcher found that gap between demand and supply is not good Page 65 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
At every retail outlet there is limited products of coke product line. so the distributor should supply every coke product line Page 66 of 71 . They should deepen the partnership arrangement with suppliers and distributors and make them feel as a part of the company. gachhibowli. Training should be given to encourage marketers to promote coke at new areas where there is not yet competitors involved Overall services should be improved for getting more sales and being remained the market leader.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. SUGGESTIONS The following are the some suggestions that can be implemented to increase the customer satisfaction and the profitability of the company for the horizontal expansion of coacola Supply distribution should improve in area like kukatpally.
The channel members play a key role in increasing the sales of FMCG products. It also has to increase the stock holding and availability of cock brands through motivating channel members by offering attractive schemes and incentives Page 67 of 71 . So the company has to pay more attention on distribution. Ltd has to strengthen its product line by introducing new flavors and new sizes. CONCLUSION In the present competitive world the success of the company depends on satisfying the customers as well as channel members.HINDUSTAN COCA-COLA BEVRAGES PVT. The study concludes that the Hindustan Coca Cola Beverages Pvt. This is the area of retail business and to win the race and be on the top companies are out performing by spending more on trade promotions.LTD. promotion and availability of brand to win sales in the market.
LTD.cocacolaindia.HINDUSTAN COCA-COLA BEVRAGES PVT. Malhotra) Page 68 of 71 .oligopoly.com www.coca-cola.co.com Books: Marketing Management : Philip Kottler Market Research (Naresh K. Bibliography Reference: www.in www.
Pepsi co.HINDUSTAN COCA-COLA BEVRAGES PVT. What type of channel did you hold ? . Mountain dew . Any other Page 69 of 71 . Thums up . then which product you prefer more Pepsi . Brand name . Frooti . Cans 9. The first and mostly preferred soft drink company . Mazaa . Pulpy orange . Others 6. 7 Up . customer loyalty . HORIZONTAL EXPANSION 1.. Tetra packs . Appy 8. Pet bottles . Convenience . Slice Mirinda . If the preference is Coke Co. Which of the following promotions affect the opening and retaining of outlets? .coke . Other 2. RGB . If there are no drinks in the outlet. a. Parle . Yes . Coke co . Pepsi co . Case refund . best offers .LTD. Sprite . Own fridge . How many number of customers did you hold per day? <100 <200 <300 <400 4. Schemes . Nimbu fresh . If the preference is Parle Agro then which product you prefere more . Grocery . Price pack . Limca . Fanta b. above all 7. then which product you prefer more . If the preference is Pepsi Co. Others 5. Why did you give the preference coke co ? . are you willing to sell soft drinks ? . Coca cola . Tropican c. E&D .No 3. . Which packs attracts the retailers to open a outlet? . Is there any chilling equipment present ? .
Dissatisfied . Do you think that the business of these soft drinks is seasonal . Free bottles .LTD. Yes . No . Communication III. After opening the outlet how does the company response? . Neutral 13. Are you able access the different kinds of offers provided by the company every day . Highly dissatisfied I. Not regularly . if any problem comes ? . According to you which of the following offers will benefit your business . Is company providing satisfied service. Highly satisfied . Yes . Kindly rate the behavior of sales man toward . Not at all 11. Highly dissatisfied 15. SMS offers 12. Dissatisfied .HINDUSTAN COCA-COLA BEVRAGES PVT. Visit frequency Area Name of the outlet Addres : : : Page 70 of 71 . Gift vouchers . No . 10. Less MRP on purchase . Yes . Satisfied . Delivery II. Neutral 14. Satisfied . Highly satisfied .
LTD. Page 71 of 71 .HINDUSTAN COCA-COLA BEVRAGES PVT.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.