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“Analyzing the opportunities for horizontal expansion of coca cola company”
SUBMITTED TO UNIVERSITY OF PUNE MANEESH CHAUHAN ( BATCH-2010-2012)
UNDER THE GUIDANCE OF PROF. RAMDAS KENDRE SKNSSBM, VADAGAON,PUNE-411041
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
Some Says “Managers are born and some says managers are made”. I was also in some dilemma before commencing my summer internship. But after the successful completion of my summer internship I came to know that managers are made if they are guided properly and are motivated to work willingly towards fulfillment of specific goal. It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well wishers who have in some way or other contributed in their own special ways to the success and completion of this project. First of all, I would like to thank Mr. Mayur Tiwari (RSM dehradun) , from the bottom of my heart, without his help it would have been a dream only to carry out the project work. He is the only person who takes all decisions by considering everyone’s view. He is the person who takes care of the sales of Coca Cola of Uttrakhand state always motivates people to increase sales. He also makes new strategies time and again to give Coca Cola some edge over competitors. One can say he is the one-man army of Coca Cola , Dehradun branch. My profound sense of obligation goes to Mr. Sachin Pachauri (ASM ) who takes care of the supply . He also gives proper guidance to all management trainees and staff. All the sales officers of Coca Cola ,Dehradun who have helped me a lot during the course of my project. They were of great help to me in every aspect and enlivened us to win the problem head that I faced during this project. At last I convey my sincere thanks COCA COLA, DEHRADUN for their helping hand that I always found extended to me whenever I needed.
With Sincere Thanks Maneesh Chauhan
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HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
This is to certify that the Project Report titled “”Analyzing the opportunities for
horizontal expansion of coca cola company” in HINDUSTAN COCA COLA
BEVERAGES Ltd is the bonafide work carried out by Mr. Maneesh Chauhan of SKNSSBM , Vadagoan for the fulfillment of M.M.M degree of the University of Pune. He has worked under our guidance and direction. His Work is found to be satisfactory and complete in all respect.
Signature of Guide
Page 3 of 76
In Dehradun is a record of independent research work carried out by me during the academic year 2010 -2012 under the able guidance of my project guide Prof. All the details and analysis provided in the report hold true to the best of my knowledge. I also declare that the project is the result of my effort and has not been submitted to any other University or Institution for the award of any degree. Vadagaon . or personal favor whatsoever.LTD. DECLARATION I declare that the project entitled’ Coca Cola Ltd. Page 4 of 76 . Ramdas kendre of Sinhgad Institute of Management.HINDUSTAN COCA-COLA BEVRAGES PVT.
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. COMPANY CERTIFICATE Page 5 of 76 .
2. 8. 5. 4.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. 6. 1. 13. 3. 12. NO. Executive Summary Introduction Objectives of the study Need & Scope Research methodology Limitations Analysis & findings CONTENTS PAGE NO. 11. 10. TABELS OF CONTENTS S. 08-16 17-17 18-20 21-22 23-29 30-43 44-44 45-46 Recommendation & suggestions Suggestions & Conclusion Questionnaires Exhibit Bibliography 47-48 49-63 64-65 66-68 69-69 Page 6 of 76 . 9. 7.
LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. patancheru Mandal. Foreign Based Company Location: HYDERABAD Sales Office: Plant: Ameenpur Village. Industry: Consumer product / FMCG products HINDUSTAN COCA COLA BEVRAGES PVT. Medak Dist – 502319. LTD. Types of Company: Private Limited Company. Page 7 of 76 . company Name HINDUSTAN COCA COLA BEVRAGES PVT.LTD.
Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. Marketing is the process of discovering and translating consumer wants into product and service specifications and then in turn helping to make it possiblfor more and more of consumers to enjoy more and more of these products and services. It is that part of economics which deals with the creation of time. through creating. by the exchange of goods and services for some valuable consideration. offering and exchanging products of value with others”. INTRODUCTION “Marketing is a social and managerial process by which individuals and groups obtain what they need and want.Philip Kotler.HINDUSTAN COCA-COLA BEVRAGES PVT. . place and possession utilities and that phase of business activity through which human wants are satisfied.LTD.American Marketing Association. . Page 8 of 76 .
Having selected the market. Marketing consists of analyzing marketing opportunities. implementing and controlling marketing effort. planning marketing programs and organizing. Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market.LTD. The final step is organizing the marketing resources and implementing and controlling the marketing plan. the companies need to develop a differentiating and positioning strategy for the target market.HINDUSTAN COCA-COLA BEVRAGES PVT. researching and selecting target markets. Page 9 of 76 . designing marketing strategies. The marketing strategy must be transformed into marketing programs by deciding on marketing expenditures and the marketing mix.
sale and distribution of beverages across the country. Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture. ensure availability of our brands in every nook and corner of the country. The company-owned Bottling arm of the Indian Operations. Page 10 of 76 . All of those individual experiences combined have created a worldwide phenomenon – a truly global brand.HINDUSTAN COCA-COLA BEVRAGES PVT. open-bay three wheelers that can navigate the narrow alleyways of Indian cities. is truly a one-of-a-kind experience. A career at Hindustan Coca-Cola Beverages Pvt.LTD. 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. Come taste life at Coca.Cola . 10-tonne trucks. On the distribution front. Ltd.
our brands have assumed an iconic status in the minds of the consumers. No wonder. Limca. Maaza and Kinley (packaged drinking water). HISTORY Coca-Cola Company. returned to India in 1993 after a gap of 16 years giving a new thumbs-up to the Indian Soft Drink Market. In the same year. nourishing the global community with the world’s largest selling soft drink since 1886. Page 11 of 76 . the Company took over ownership of the nation's top soft-drink brands and bottling network. Diet Coke. Minute Maid . Thums Up.Pulpy Orange. Sprite.LTD. Fanta.HINDUSTAN COCA-COLA BEVRAGES PVT. Coca-Cola serves in India some of the most recalled brands across the world including names such as Coca-Cola.
2. To enlist the benefits of Horizontal Expansion for the company at retail end. 3.LTD. retention strategies and maintaining customer relations 4. To study the behavior of sales man and distributer towards shopkeeper. To identify if there exists any training requirement for the improvement of sales to its sales team? 5.HINDUSTAN COCA-COLA BEVRAGES PVT. To understand & explain the Horizontal Expansion Concept with respect to HCCB operations at retail end. expand the market coverage. Objectives of the study: 1. acquisition of retailers. To develop the business. Page 12 of 76 .
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. On the other hand. for example. product bundling. the merged company can derive the benefits of economies of scale.HINDUSTAN COCA-COLA BEVRAGES PVT. The merged company is able to have bigger production volume in comparison to the companies operating separately. growing or reducing production scale of an individual form of commodity. 2) Economies of scale Economies of scale refer to the cost benefits received by a company as the result of a horizontal merger. for example growing or reducing the range of marketing and supply of various forms of products. economies of scope denote effectiveness principally related to alterations in the demand side. Economies of scope are one of the principal causes for marketing plans like product lining. Therefore. The maximum use of plant facilities can be done by the merged company. Economies of scale principally denote effectiveness related to alterations in the supply side. as well as family branding. which will lead to a decrease in the average expenses Page 13 of 76 .LTD.
decrease in the cost of capital. smaller flotation expenses For attaining economies of scale. The important benefits of economies of scale are the following: power. growth of value per share and price earning ratio.LTD. there are two methods and they are the following: fixed cost and static marginal cost One example of economies of scale is that if a company increases its production twofold. then the entire expense of inputs goes up less than twofold. capital raising.HINDUSTAN COCA-COLA BEVRAGES PVT. Page 14 of 76 .
Significance of the study Through this study company can know about its growth compared to its major competitor PepsiCo. 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 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. This study directly deals with interaction of different kinds of people in the organization which helps me to understand the corporate communication system.HINDUSTAN COCA-COLA BEVRAGES PVT. This study is helpful to find out the sales trends of the Coke products and its effect on consumers value and satisfaction. This study also helps me to understand how the marketing strategy like Pull and Push works in the corporate. Through this study company will know about the availability of its products in the market. (For push – at the time of pulpy promotion.LTD. for pull at the time of more demand of sprite.) Page 15 of 76 .
the next step is the research design. Here the entire scheme of plan starts with the definition of various terms used.HINDUSTAN COCA-COLA BEVRAGES PVT. units to be employed. Indirect oral interviews. Secondary data Primary Data: The primary data is fresh information collected for a specified study. Primary data 2. The primary data can be gathered by observational. where the interview is conducted directly or indirectly concerned with subject matter of the enquiry. Research Methodology: Research Design: Once the problem is identified. Direct personal investigation. experimentation and survey method. Page 16 of 76 . extent of accuracy aimed etc. Research design is the basic framework of rest of the study. A research design specifies the methods and procedures for conducting particular study. 2. The methods commonly used for the collection of primary data are: 1.. type of enquiry to be conducted. In this project we are following descriptive research design.LTD. Source of Data: There are two types of data: 1. where the data is collected by the investigator from the sources concerned.
Information received through local agencies. Page 17 of 76 . which is mailed to the respondents with a request for quick response with in the specified time.LTD. In this project mailed questionnaire method is used to collect the primary data. which already exists. The questionnaire contains closed-ended and dichotomous questions.). 3.HINDUSTAN COCA-COLA BEVRAGES PVT. Secondary Data: The secondary data refers to data. Sampling Procedure: It is a procedure required from defining a population to the actual selection of the sample. company websites and Newspapers. 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. The secondary data collect from internal records. 4. business magazines. which are appointed by the investigator. Mailed questionnaire method. Research instruments: For the collection of primary data a structured questionnaire was prepared covering various aspects of the study.
Sample Unit: Sampling units are outlets owners/ shopkeepers selling soft drinks.HINDUSTAN COCA-COLA BEVRAGES PVT. Universe: Dehradun. Secondary Data was collected from the Company’s website and MD’s Sales Presenter as well as Primary Data was collected through structured questionnaire. The type of research which is used to conduct survey was. Page 18 of 76 .LTD. Sample Size: Sample Size of 50 outlets. Method of data collection: Method of data collection is survey method. Sample Technique: Sample Technique is Simple Random Technique. PROSESS The study is based on Primary data and Secondary data. The questionnaire was designed by keeping all the objectives of the study in mind.
Limitations 1. 2.LTD. Page 19 of 76 .HINDUSTAN COCA-COLA BEVRAGES PVT. The sample size was limited. 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.
Horizontal Expansion in marketing is much more common than Vertical Expansion is in production. Best illustrated by example. the term Horizontal Expansion describes a type of ownership and control. While ProBlogger’s core functions was providing bloggers with tips on how to make money through their blogs. 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. 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. In microeconomics and strategic management.g. Pepsi has adopted strategy of Vertical Expansion by which Pepsi wants to improve it’s sale from Coke monopoly outlets. or merged with.HINDUSTAN COCA-COLA BEVRAGES PVT. a typical case of horizontal expansion was when ProBlogger decided to introduce their Job Boards. Horizontal Expansion: It is defined as expanding a business beyond what is presently known as its core functions. and at the same time create a new cash flow and increase their revenue (by charging for the listings on the job board). It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets. A monopoly created through Horizontal Expansion is called a Horizontal Monopoly. another firm which is in the same industry and in the same stage of production as the merged firm. Horizontal Expansion occurs when a firm is being taken over by. Page 20 of 76 . 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.LTD. E. 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. Generally when facing the option of expansion. you can start a completely new blog on another videogame. at some point. and the way we usually seperate them is by classifying them as horizontal or vertical. and expanding your fields of operation is often a possibility that surfaces when you are evaluating the future of your businesses. you will have two initial paths to choose from. and only tie them together under an umbrella. the concepts of Vertical Expansion and Horizontal Expansion are not always recognized by small time internet entrepreneurs such as myself. independant online publishers a feasible example would be that if you run a popular blog on a certain videogame. Another type of Horizontal Expansion is to create a completely new section of your company. Of course. the other method of expanding horizontally would be to simply extend the topic of your current blog to include the additional new videogame. So what separates these two options? Page 21 of 76 . 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. and tie them together only by a company/network blog or website. In the world of small.HINDUSTAN COCA-COLA BEVRAGES PVT. When developing an market business you will always be looking for ways to maximize your revenue.LTD. make your business more profitable.
Similarly a possible vertical expansion for a blogger could be to sell his own ads instead of using adsense. or even steeper. Common to both types of expansions are that they both involve a certain amount of risk. the curve of learning can be equally steep. should therefore be considered when considering either forms of expansions Page 22 of 76 . for independant online publishers. you try to increase your profits by expanding and improving on your existing core activities. expansion is a far more accurate word than integration. 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. but as I will point out shortly. 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. 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.LTD. When expanding horizontally as an online publisher you will be required to either outsource the information you will provide.HINDUSTAN COCA-COLA BEVRAGES PVT. horizontal even more so than vertical. whether it is in yourself or already employed people. Your already existing access to knowledge. Vertical Expansion: It is often referred to as Vertical Integration as well. When you expand your business vertically. When expanding vertically. and moving tasks you’ve previously outsourced inhouse. but seeing how buying adsense off of Google is probably not very likely.
1. 3. This refers to the expansion or growth of a company in a sector that is presently functioning. The aim behind a horizontal expansion is to grow its market share for a specific commodity or service. 4. Objective of horizontal expansion plan OF COCA COLA A plan which is intimately connected to horizontal merger is horizontal expansion.LTD. enhancing the market capability and to get more dominance on the market. services and functions.HINDUSTAN COCA-COLA BEVRAGES PVT. minimizing the advertising expenses. decrease in working capital and fixed assets investment. widening the line of products. The objective behind this type of mergers is to achieve economies of scale in the production procedure through carrying off duplication of installations. getting rid of competition. 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 BCG matrix of coca cola Product life cycle of coca cola Coca cola competitor Page 23 of 76 . 2.
convenience. If they are being used to display the pepsi products. Horizontal Expansion helps the company to serve the more people and more customers touch point because in the waste country many customers commutes. 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. We need to observe which type of outlet they are using after we observed the outlet models. What type of cooler is expecting from our company? We should provided our cooler to satisfy them as well as simantaneuously. If it is the grossory. While doing Horizontal Expansion take care to the competitor’s strategy. to expand our market business respectily. After we should introduce our products to explain the profits then we can interact closely with them. After we should visited the pepsi outlet then we need to introduce our coca cola products to that outlet. India is a big country having diversified taste and appearance and same character is reflected in their demography. The main competitor is PEPSI.LTD. Page 24 of 76 . who has opted Vertical Expansion to generate more sell however Coke do not believe on Vertical Expansion 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. Reason Of Horizontal Expansion? The ultimate objective of coke is to acquire more customer and serve them properly.HINDUSTAN COCA-COLA BEVRAGES PVT. E&D models.
P.(R s.LTD.R. you are selling Chips. 420. Pastry and snacks. 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. May I present you? Shopkeeper – yes please present it Salesperson . 24 24 24 9 M.HINDUSTAN COCA-COLA BEVRAGES PVT.) 200 168 300 214 600 488 2000 455 of QT Y. but how it can increase my overall sale? Salesperson . Shopkeeper – But how Coke can increase my profit? Salesperson – Sir if you are really interested to explore through Coke. I am from Coke and I have a proposal that will surely increase your income. And for start selling Coke you need to invest only Rs.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. If a person wants to purchase any of these products then it is quite possible that he will purchase Coke and vice versa. And these products have a very good combination with cold drink.Sir.) 192 240 528 495 Profit(Rs. 1 case of 600 ml and 1 case of 2 liter. Shopkeeper. you may be able to sell 2 cases of 200ml.) 24 26 40 40 Page 25 of 76 .) 8 10 22 55 Revenue(Rs . 1 case of 300ml. Story Salesperson – hello sir.yes. We will provide you 3 empty carets Weight of Product Rate (ML) case(Rs.
ice etc. We have minimum Rs.34650 = Rs. I think it will be a nice idea to accept your offer. we can understand your anxiety and we have to offer much more for this. 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. what you have to say about our offer? Shopkeeper – Yes. Sir your daily profit from coke (in Peak season) = Rs. 154 Profit per month (in Peak season) Profit of whole season = Rs.LTD. More over if you are keeping your refrigerator for the storage purpose of Coke if will be all right as the refrigerator can work by consuming power as low as 2 units per day which will cost you Rs. 13860 (Because the peak season for Coke is only of 3 months) Profit of rest of the 9 months = 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. Page 26 of 76 . Salesperson – Sir that’s a really nice question. 4620 = Rs. 20 on Pet bottles. 1913 = 34650 * 100/1913 = 1811. 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. 8 per day. 10 offer on 200 and 300 ml and Minimum Rs. So.HINDUSTAN COCA-COLA BEVRAGES PVT.
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. 1 photo copy of electricity bill and 1 passport size photo of shopkeeper. Benefits of horizontal expansion: Through this study company can know about its growth compared to its major competitor PepsiCo.LTD. 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.HINDUSTAN COCA-COLA BEVRAGES PVT. This study directly deals with interaction of different kinds of people in the organization which helps me to understand the corporate communication system. 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. Page 27 of 76 . This study is helpful to find out the sales trends of the Coke products and its effect on consumers value and satisfaction.
) 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.HINDUSTAN COCA-COLA BEVRAGES PVT. for pull at the time of more demand of sprite.LTD. Helps Improve Route Productivity Increase in market power over supplier and downstream market channels Page 28 of 76 . (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. This will generate incremental revenue for the business.
LTD. Let’s see the profit story of horizontal expansion Page 29 of 76 . 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.
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. Above tables clearly indicate the importance of opening new outlets. Page 30 of 76 .HINDUSTAN COCA-COLA BEVRAGES PVT. Total profit margin and return on investment also increased.LTD.
With my other team mates I targeted the market of Dehradun and our outcome is as follows:No. Page 31 of 76 . OUTCOME OF THE PROJECT Apart from the other benefits of horizontal expansion. My major job was to use different tools provided by the company for horizontal expansion like refrigerator.LTD. ice box etc. its main benefit is to generate incremental revenue for the company.HINDUSTAN COCA-COLA BEVRAGES PVT.000 per day (Note: see appendices for the list of outlets) Hence we can see the huge revenue generated by the horizontal Expansion. 30. of New outlets In Rajpur road = 10 No. During the project I studied strategies and analyzed the market. 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. of New outlets in clementown = 5 No . and to open outlets for coca cola products. It also increased the visibility and market share of the coca cola products. BHEL = 10 No. of New outlets in other areas = 25 INCREMENTAL REVENUE GENERATED FOR THE COMPNAY: Avg. of New outlets in Patel nagar .
As with many mature retail industries. and new branded products in the form of “Vanilla Coke” and “Pepsi Blue. The dominant players in this area (Coca Cola. market. One of the biggest pushes of Page 32 of 76 .HINDUSTAN COCA-COLA BEVRAGES PVT. and Cadbury-Schweppes) own virtually all of the North American market’s most widely distributed and bestknown brands.S. the “Cola Wars” keep expanding. The prototype of all marketing and branding struggles. meat. Pepsi. often covering more territory than real food categories like dairy products. INDUSTRY PROFILE Carbonated Soft Drinks At the core of the beverage industry is the carbonated soft-drink category. To remedy that. in categories that are still expanding. fizzy soda water. or produce.” . as they add products from adjacent beverage categories in the supermarket. After years of rapid growth. The Pepsi and Coca Cola keep rolling out the big guns: dueling pop stars. These companies’ products occupy large portions of any supermarket’s shelf space. the beverage giants have a problem – growth in the sales of their flagship carbonated products are at a near standstill in the key U. with 1% growth or less. it seems that the average American can’t drink any more flavored. these three companies are rapidly expanding both globally as they enter and promote new markets for existing products and locally. in the fast-food restaurants. They are dominant in world markets as well.LTD. They are fighting on the TV. and in the supermarkets. We'll talk about these areas in a later posting. they are also dueling in the schools.
domestic soft drink growth is not keeping pace with population growth.5% in the year 2002. in return for a (small) cut of the gross sales. the last few years has been convincing school districts.HINDUSTAN COCA-COLA BEVRAGES PVT. there’s still an opportunity worldwide to replace hot beverages like coffee and tea that require some preparation with these cold.LTD. are expanding fast. China. namely Cadbury-Schweppes. Although total sales for the industry was up slightly. even in Third World countries. Over the years. Coke and Pepsi have a third major rival on the bottled soft drink shelves. Overall soda market In fact. universities. 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. and Mexico. And while the American market may be mature. iconic. involves marketing in its purest form. India. and both Coke and Pepsi are finding local partners (bottlers) in these countries to keep extending their reach. unsullied by any preexisting need or local tradition. Cadbury-Schweppes (the result of a merger between a British candy company Page 33 of 76 . and other institutions to go all-Coke or all-Pepsi. Selling costly sugared water and building an increasing demand for it. carbonated soft drink sales increased only 0.S. Markets in Eastern Europe. All this worldwide activity can’t disguise an unpleasant core reality for the vendors: U. per capita consumption was down for the third year in a row In other words. among others.
Pepper. and a British beverage company) has improved its position by acquiring key brands in the US. Barq. giving it a cola drink to battle against the big guys. these three companies had almost exactly the same share of the U.1% . Schweppes. along with A & W and Canada Dry. the Canadian-based Cott Beverage Company.7% Pepsi. Cadbury acquired moribund RC Cola. Mello Yello.4% 14. In 2001. This gave the company more shelf position and immediately gave the RC Cola brand. PepsiCo Cadbury/Schweppes 31. In 2000. A & W. Mountain Dew. Sunkist. where consumption has more than doubled over the past 25 years. Fanta. etc.HINDUSTAN COCA-COLA BEVRAGES PVT. market they had in 1999. Canada Dry. namely Dr. The next biggest North American soda company. Dr. had only a little over 3% of the market and that company specialize in supplying private label soda to supermarkets and other chains. In past decades.LTD. etc. Slice.S. the relative market share of the big three changes at a glacial rate. Sprite. etc. While individual flavors go up and down. Mug. however. Squirt. Americans consume twice as much soda as they did 25 years ago. up from 22 gallons per person per year to over 56. Pepper and Seven-Up. the carbonated beverage section had been the beneficiary of an amazing record of growth. Seven-Up. namely: Company Coca Cola Brands Coke. long a distant also-ran with weak Page 34 of 76 Percentage 44.
how can these companies grow. more sales and market presence. In fact. the takeover targets that are left are so small that the biggest remaining brand doesn’t make more than 1% difference in total volume. marketing muscles. So.LTD. Moreover.7% 31. a hyper-caffeinated soda. Company Coca Cola PepsiCo Cadbury/Schweppes Percentage 43. New age beverages In the last part of our look at the beverage business. Page 35 of 76 . by acquiring or adding new products in other beverage areas. other beverage types have only in the last decade come into focus as separate. something all oligopolies are compelled to do? First. The market share figures in 2001.HINDUSTAN COCA-COLA BEVRAGES PVT. Second. which show both faster growth and less well-defined competition.8% It’s pretty indicative of this mature market that the only major move in market share comes through a takeover.6% 15. Pepsi gave itself a small boost because of the popularity of newly introduced Mountain Dew Code Red. we noted that oligopolies Coca Cola. by expanding internationally. PepsiCo. Coke’s numbers declined slightly. important categories. and Cadbury Schweppes had "flooded" a mature market. so that there was minimal growth potential in the carbonated beverages category.
In 2001. and Coke and Pepsi are investing heavily. including Snapple and Arizona Iced Teas. There is a scramble for new territories in beverage shelf space. were: Page 36 of 76 . Ocean Spray and Nantucket Nectars.HINDUSTAN COCA-COLA BEVRAGES PVT. The emerging categories began to look like both a threat and an opportunity for the big three. The segments of alternative or "New Age" beverages ranked by order of sales. These alternative beverages areas were established by startup or small cap companies. So the search for new beverage footholds has become the second front of the Cola Wars. SoBe and Calistoga.LTD. according to Beverage Age Magazine.
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
In general, 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, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories. 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. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500
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HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
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. The ISO 14001 certificate is the internationally recognized standard of Environmental Management. A company must demonstrate management commitment, the total involvement of all employees and a compliance with applicable regulatory and internal company standards. 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.
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HINDUSTAN COCA-COLA BEVRAGES PVT.LTD.
PRODUCTS AND BRANDS
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red thumbs up logo is common. The brand was bought out by Coca-Cola who later re-launched it to fight against Pepsi after unsuccessful attempts at brand killing. Page 40 of 76 . The formula was just as closely guarded as the famous Coke formula. adding to their portfolio of older brands Limca (lime flavour) and Gold Spot(orange flavored). but the company never claimed it as such. During the same time. Pepsi. launched Thums Up as their flagship drink. Thums Up.. both of which had a higher dose of carbon dioxide. Following this. Thums Up was basically a cola drink. Ramesh Chauhan and Prakash Chauhan. where its bold. Campa Cola Thums Up is a carbonated soft drink (cola) that is very popular in India.LTD. launched Campa Cola and Campa Orange. It is similar in flavor to other colas but has a unique taste reminiscent of betel nut. the Parle brothers. Introduced in 1977 to offset the expulsion of The Coca-Cola Company and other foreign companies from India. Limca. along with then CEO Bhanu Vakil. and Campa Cola gained nationwide acceptance. the owners of Coca-Cola’s bottling plant. Background During late 1970s. Thums Up Type Manufacturer Country of origin Introduced Related products Cola The Coca-Cola Company India 1977 Coca-Cola. the American cola giant Coca-Cola was banned by the Indian government.HINDUSTAN COCA-COLA BEVRAGES PVT. Pure Drinks Ltd.
“Happy days are here again”. In 1993 Coca-Cola re-entered India after prolonged absences from 1977 to 1993. But Coca-Cola’s entry made things even more complicated and the fight became a three-way battle. G. Later it was changed to "Taste the thunder!”. others surmised that the international brands seemingly endless cash reserves psyched-out Parle. Pepsi was the first to come in. with Thums Up introduced alongside. Page 41 of 76 .LTD. The consumers were divided where some felt the Pepsi’s mild taste was rather bland. Thums Up increased its spending in the Cricket sponsorship. in a move that baffled many. Some assumed Parle had lost the appetite for a fight against the two largest cola brands. That same year. coined by then famous copywriter Vasant Kumar.Its famous caption until the early `80s was. Market sIn 1990. it was now Coca-Cola’s. With Pepsi roping in major Indian movie stars like Juhi Chawla. This nickname gained popularity in smaller towns where people would ask for "Maha Cola" instead of Thums Up. whose father was spiritual philosopher U. Coca-Cola soon introduced its cola in cans which was all the rage in India. The Thums Up logo was a logo showing a red thumbs up hand gesture with a slanted white serif typeface. Later Coca-Cola started pulling out the Thums Up brand which at that time still had more than 30% market share. aptly named MahaCola. Krishnamurti. Either way. to thwart the Indian brand.HINDUSTAN COCA-COLA BEVRAGES PVT. Thums Up went up against the international giant for an intense onslaught with neither side giving any quarter. Parle sold out to Coke for a meagre US$ 60 million (considering the market share it had). and Coke has a habit of killing brands in its portfolio that might overshadow it. when Indian government opened the market to multinationals. This would later be modified by CocaCola with blue strokes and a more modern-looking typeface. albeit in minuscule numbers. 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 . Then the capacity went from 250ml to 300ml. This was mainly done to reduce the dominant red color in their signage.
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. washed and reused. records and other unique statistics from an Indian perspective. 8 350 ml pet bottles cost Rs. 10 200ml glass bottles cost Rs. The Limca Book of Records details feats. because they are more expensive than the soda itself.LTD.S. at the same time as it admitted Pepsi for the first time. In 1992. Coca-Cola bought Limca. It is less bubbly than its American counterparts like Seven Up and Sprite. and it has a slight flavor of ginger. which are returned to the store or restaurant after the contents have been drunk. Rates and sizes 2 ltr.HINDUSTAN COCA-COLA BEVRAGES PVT. 15 Limca also publishes the Limca Book of Records. Page 42 of 76 . Maaza and other drink brands. Thums Up. when the government allowed Coca-Cola to return. The bottles are sent back to the manufacturer. 22 300ml glass bottles cost Rs. plastic bottles cost Rs.55 600ml plastic bottles cost Rs. Limca is generally sold in glass bottles within India. a record book similar to the Guinness Book of Records. Like other sodas.
This was Coke's response to the popularity of 7 Up. a person may say Sprite or 7-up to mean the same drink. when asked. It comes in a primarily green and blue can or a green transparent bottle with a primarily green and blue label. Coke pressured its large bottlers that distributed 7 Up to replace the competitor with the Coca-Cola product. In South Africa. which had begun as "Lithiated Lemon" in 1929. is referred to by consumers around the world in a variety of ways. Sprite Type Manufacturer Country of origin Introduced Lemon-lime The Coca-Cola Company Germany 1961 Sprite is a clear soda. Sprite and Schweppes Lemonade are almost interchangeable. Sprite finally became the market leader position in the lemon-lime soda category in 1989 Global naming Sprite. many years after Sprite's introduction.HINDUSTAN COCA-COLA BEVRAGES PVT. Page 43 of 76 . History Originating in Germany as Fanta Klare Zitrone ("Clear Lemon Fanta"). In Ireland and Canada.LTD. It is called lemonade in Australia and New Zealand. caffeine free soft drink. lemon-lime flavored. In large part due to the strength of the Coca-Cola system of bottlers. Sprite was introduced to the United States in 1961 to compete against 7-Up. In the 1980s. It was introduced to the United States in 1961. as a lemon-lime soda. produced by the Coca-Cola Company. Sprite (or any other type of lemonade) is also known simply as citra. In some parts of Switzerland. Sprite and 7-up are interchangeable and.
and was purchased by Coca-Cola in 1960. Using apple fiber remaining from cider pressing and whey. On hearing that.HINDUSTAN COCA-COLA BEVRAGES PVT. however. needed a product to keep the plant in operation and devised a fruit flavored drink made from available ingredients. 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. Max Keith. Keith told them to let their Fantasie (German for "imagination") run wild. The CEO of the plant. depending on the ingredients used. The original German Fanta had a yellow color and a different flavor from that of Fanta Orange.LTD. History In 1940 Fanta was created by the German chemist Schetelig during World War II in Germany. The name 'Fanta' was coined during an employee contest to name the new beverage. a byproduct from cheese manufacture. Fanta was created and became quite popular. The brand was originally introduced in Germany in 1940. most of them are only available in some countries. salesman Joe Knipp spontaneously arrived upon the name Fanta. There are over 115 flavors world-wide. by the German Coca-Cola bottling company in Essen. The flavor varied throughout the war. the German bottling plant could not get Coca-Cola syrup. Due to war time restrictions on shipping between Germany and the United States. s Page 44 of 76 . Today it is available in 180 countries.
Citra. As for North America. The Union Beverages Factory. Mango drinks currently account for 90% of the fruit juice market in India. Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca. Maaza was acquired by House of Spices in 2005. By 1995. the Maaza brand has become synonymous with Mango. In India .HINDUSTAN COCA-COLA BEVRAGES PVT. began selling Maaza as a franchisee in the Middle East and Africa in 1976. the most popular drink being the mango variety. the Indian market is witnessing the entry of a large number of small manufacturers producing only mango fruit drink. 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. Maaza claims to contain mango pulp of the Alphonso ariety. Thums Up and Gold Spot. Of late. Page 45 of 76 . all brands are also now available in small cartons and large PET bottles. Maaza currently dominates the fruit drink category and competes with Pepsi's Slice brand of mango drink and Frooti. based in the United Arab Emirates. Frooti Maaza is a Coca-Cola fruit drink brand marketed in India and Bangladesh. However. Maaza Pineapple Slice. but these variants were subsequently dropped. manufactured by Parle Agro. History Maaza was launched in 1976 in India. Maaza and Slice were initially sold in returnable bottles.LTD. maaza Type Manufacturer Country of origin Introduced Variants Related products Fruit juice The Coca-Cola Company India 1976 Maaza Orange. so much that over the years. Coca-Cola has recently re-launched these variants again in the Indian market. it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. Initially Coca-Cola had also launched Maaza in orange and pineapple variants. While Frooti was sold in small cartons.
chilled orange juice product in the United States. Rather than selling powder to the public market. In 2002 the Houston Astros baseball team sold the naming rights for their venue. The war ended and the contract was canceled before the factory could be built. With limited funds for advertising. and employs 2.5% of the team. Fox himself went door to door giving free samples. Minute Maid Minute Maid is a product line of beverages. The ability to purchase freshtasting orange juice at any time of year. History The National Research Corporation (NRC) of Boston. including Hi-C. subsequently anointed Minute Maid Park. It is headquartered in Houston. but now extends to soft drinks of many kinds. Led by John M. The Minute Maid company is now owned by The Coca-Cola Company. usually associated with lemonade or orange juice. Massachusetts.200 people. Texas. proved popular. Fox. The Minute Maid company was purchased by Coca-Cola in 1960. Minute Maid was the first company to market orange juice concentrate.HINDUSTAN COCA-COLA BEVRAGES PVT.000 kg) for the war.LTD. but with investment. the Florida Food Corporation. developed a method of concentrating orange juice into a powder using a "high-vacuum process" in 1945. A Boston marketing firm came up with the name Minute Maid. the company released the first ready-to-drink.000 lb (227. the company won the government contract for $750. so NRC created a new branch. the company moved forward with a product. and is he world's largest marketer of fruit juices and drinks. and led to the company's national success. until demand skyrocketed. Page 46 of 76 . and the company now owns 8. far from where oranges are grown. The US Army had a need for 500. In 1973. implying the juice was quick and easy to prepare. allowing it to be distributed throughout the United States and served year-round. like Minutemen. the company decided to create frozen orange juice concentrate.000.
The importance of water can never be understand. Kinley water thus promises water that is as pure as it is meant to be. that can not be left to chance. Page 47 of 76 . the most basic need of life.LTD. purifies. A universal need. Kinly water understands the importance and value of this life giving force. A ritual purifier that cleanses.HINDUSTAN COCA-COLA BEVRAGES PVT. transforms. Water you can trust to be truly safe and pure. That’s why they go through rigorous testing procedures at each and every location where Kinley is produced. KINLEY Water. safe drinking water is fundamental.Cola Company. Kinley water comes with the assurance of safety from the Coca. Because they believe that right to pure. the very sustenance of life. Water. be it as part of everyday ritual or as the monsoon which gives life to the sub-continent. a life giving force that washes all the toxins away. a thirst quencher that refreshes. Particularly in a nation such as India where water governs the lives of the millions. a celebration of life itself. That is why they introduced Kinley with reverse-osmosis along with latest technology to ensure the purity of their product.
Those outlets.) 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. Silver. It includes Chemists / STD Booths / PAN – Beedi shops. Does Not Have Place To Sit.Those outlets. spices. The Outlet Should have A Place To Sit. Gold.Those outlets. edible oil. Page 48 of 76 . which sells 201 . It includes bakery / sweet shops/ QSR / juice centers / soft drink shops/ Tea shops etc. which sells more than 800 carets per year. which sells <= 200 carets per year.includes outlets which are small stores. provisions. Convenience. vanaspati etc. which sells 500-799 carets per year.HINDUSTAN COCA-COLA BEVRAGES PVT. It includes Sit down restaurants / Bars / Dhabas / Cafes etc. Diamond. etc. generally accessible locally. Channels Grocery – Outlet primarily engaged in retailing of food & various household items.LTD. It includes Grocers (Outlets dealing mainly in grains. Class Bronze. These are often located alongside busy roads.499 carets per year.Those outlets. E & D type 2 – Outlet selling items of eats which are being cooked/made within outlet possibility of consuming those products within the outlet.
Convenience is 20 % . Page 49 of 76 . 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 %.LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. 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. E&D is 30 %. Others is 10 %.
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. YES is more than NO Page 50 of 76 . Here. YES is 90 %. NO is 10 %. 2) If there are no drinks in the outlet.LTD. willing to sell soft drinks.
LTD.HINDUSTAN COCA-COLA BEVRAGES PVT.Here. and OTHERS is 20 %. OTHERS is Lowest % Page 51 of 76 . OWN FRIDGE having Highest %. OWN FRIDGE is 50 %. PEPSI is 30 %. 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.
COCACOLA is 70 %. PEPSI is 20%. Here Coca cola having highest percentage. PARLE is 10 %. 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.LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. Parle is the lowest percentage Page 52 of 76 .
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.HINDUSTAN COCA-COLA BEVRAGES PVT. Here ABOVE ALL is having highest percentage.LTD. Page 53 of 76 . BRAND NAME is 20%. BEST OFFER is having lowest percentage. BEST OFFERS is 10% and ABOVE ALL is 50%. CUSTOMER LOYALTY is 20%.
LTD. Sprite 10%. LImca is 8%. Kinley is 15%.HINDUSTAN COCA-COLA BEVRAGES PVT. Fanta is 5%. Here THUMBS-UP is having highest percentage and FANTA is having lowest percentage. Mazaa is 10%. 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% Respondance 40 35 30 25 20 15 10 5 0 INTERPRETATION: By knowing above graph. Thumbs-up is 40%. Coca cola is 10%. Page 54 of 76 . 6) If the preference is Coke co. Pulpy orange is 2%.
HINDUSTAN COCA-COLA BEVRAGES PVT. Slice is 20%. Mountain dew is 35%. 7 up is 5%. Page 55 of 76 . Here MOUNTAIN DEW is having highest percentage and 7-Up having lowest percentage. 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% 5% 20% 15% 35% 35 30 25 20 15 10 5 0 Pepsi mountain Dew Slice Mirinda 7 -up INTERPRETATION: By knowing above graph. Mirinda is 15%.LTD. Pepsi is 25%.
FROOTI is more then that of APPY.HINDUSTAN COCA-COLA BEVRAGES PVT. 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. Here. Frooti is 60 % .LTD. Page 56 of 76 . Appy is 40% .
Pet bottles is 40%. R G B is 50%. 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.LTD. Here R G B is highest percentage and TETRA PACKS having lowest percentage Page 57 of 76 . Tetra packs is 2% and Cans is 8%.HINDUSTAN COCA-COLA BEVRAGES PVT.
Here SCHEMES is having highest percentage and PRICE PACK is having lowest percentage. Page 58 of 76 . Schemes is 40%. Case re-fund 35% and Price pack is 25%.LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. 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.
LTD. No is 35% and Neutral is 20%. 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. Here YES is having percentage and NEUTRAL is lowest percentage Page 59 of 76 . Yes is 45%.HINDUSTAN COCA-COLA BEVRAGES PVT.
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. Here YES is having highest percentage and NOT AT ALL is lowest percentage. Not regularly is 30% and Not at all is 20%. Page 60 of 76 . Yes is 50%.LTD.HINDUSTAN COCA-COLA BEVRAGES PVT.
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. Less MRP is 50% and Gift vouchers is 5%. Here LESS MRP ON PRICE is having highest percentage and GIFT VOUCHERS is having lowest percentage. Free bottles is 45%. Page 61 of 76 .LTD.
HINDUSTAN COCA-COLA BEVRAGES PVT. Page 62 of 76 . Yes is 60% and No is 40%. Here YES is having is highest percentage and NO is having lowest percentage.LTD. 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.
LTD.HINDUSTAN COCA-COLA BEVRAGES PVT. 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. Here YES is having highest percentage and NEUTRAL is having low percentage. Page 63 of 76 . No is having 30% and Neutral is having 20%. 13) Is company providing satisfied service. Yes is having 50%.
LTD. Page 64 of 76 . Good is 40% and Average and Poor is 0%. Excellent is 60%. Here EXCELLENT is having highest percentage. 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.HINDUSTAN COCA-COLA BEVRAGES PVT.
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. Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage.HINDUSTAN COCA-COLA BEVRAGES PVT. Page 65 of 76 . Dissatisfied is 10% and Highly dissatisfied is 5%.LTD. Satisfied is 60%. Highly satisfied is 25%.
HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. Delivery (timeliness) I. Satisfied is 40%. Dissatisfied is 20% and Highly dissatisfied 10%. 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. Page 66 of 76 . Highly satisfied is 30%. Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage.
LTD. Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage. 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. Communication II. Satisfied is 50%.HINDUSTAN COCA-COLA BEVRAGES PVT. Highly satisfied is 30%. Dissatisfied is 20% and Highly dissatisfied 0%. Page 67 of 76 .
Highly satisfied is 40%.LTD. Here SATISFIED is having highest percentage and HIGHLY DISSATISFIED is having low percentage. Visit Frequency III. Page 68 of 76 . Dissatisfied is 10% and Highly dissatisfied 0%.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. Satisfied is 50%.
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. Even though during the survey consumers demand more 200ml products of co for business expansion in service industry. It is found that 40% of outlet are needed to horizontal expansion. 30 % are shared and 40% are neither co and pc. Volume of consumption 200ml co is higher then others it is necessary to launch 200ml products more.HINDUSTAN COCA-COLA BEVRAGES PVT.LTD. hitch city there is a lot of chance to develop business Page 69 of 76 . Findings: It is found that Coca-Cola is market leader compared with Pepsi the market challenger. 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 .
LTD. 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.1 One in brand customer demand more equity. brand equity is better measure of firms performance Researcher found that gap between demand and supply is not good Page 70 of 76 . 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.HINDUSTAN COCA-COLA BEVRAGES PVT.
so the distributor should supply every coke product line Page 71 of 76 . 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.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.HINDUSTAN COCA-COLA BEVRAGES PVT. They should deepen the partnership arrangement with suppliers and distributors and make them feel as a part of the company. gachhibowli. At every retail outlet there is limited products of coke product line.
Ltd has to strengthen its product line by introducing new flavors and new sizes. The channel members play a key role in increasing the sales of FMCG products.HINDUSTAN COCA-COLA BEVRAGES PVT. CONCLUSION In the present competitive world the success of the company depends on satisfying the customers as well as channel members. So the company has to pay more attention on distribution. It also has to increase the stock holding and availability of cock brands through motivating channel members by offering attractive schemes and incentives Page 72 of 76 . promotion and availability of brand to win sales in the market. 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. The study concludes that the Hindustan Coca Cola Beverages Pvt.LTD.
com Books: Marketing Management : Philip Kottler Market Research (Naresh K.cocacolaindia.in www. Malhotra) Page 73 of 76 .LTD.co.HINDUSTAN COCA-COLA BEVRAGES PVT.oligopoly.coca-cola.com www. Bibliography Reference: www.
best offers . then which product you prefer more . Mazaa . Pepsi co . If the preference is Pepsi Co. Pepsi co. customer loyalty . Coca cola . Nimbu fresh . a. How many number of customers did you hold per day? <100 <200 <300 <400 4.coke . Appy 8. Case refund . Tropican c. If the preference is Parle Agro then which product you prefere more . Which packs attracts the retailers to open a outlet? . Others 5. 7 Up . Mountain dew . Schemes . Any other Page 74 of 76 . Which of the following promotions affect the opening and retaining of outlets? .HINDUSTAN COCA-COLA BEVRAGES PVT. Parle . Grocery . are you willing to sell soft drinks ? . Other 2. Pulpy orange . E&D . Pet bottles . Cans 9. The first and mostly preferred soft drink company . Fanta b.No 3. Is there any chilling equipment present ? . Brand name . then which product you prefer more Pepsi . Convenience . Why did you give the preference coke co ? . Sprite . Yes . Own fridge . What type of channel did you hold ? .. Coke co . Slice Mirinda . . HORIZONTAL EXPANSION 1. Frooti . Others 6. If the preference is Coke Co. Limca . If there are no drinks in the outlet. Tetra packs . RGB . Thums up . Price pack . above all 7.LTD.
Less MRP on purchase . Delivery II. Highly satisfied . Gift vouchers . No . Are you able access the different kinds of offers provided by the company every day . Yes . Highly dissatisfied 15. According to you which of the following offers will benefit your business . Communication III. Kindly rate the behavior of sales man toward . Not regularly . Is company providing satisfied service. No . Satisfied . After opening the outlet how does the company response? . Satisfied . Dissatisfied . Neutral 13. Visit frequency Area Name of the outlet Addres : : : Page 75 of 76 . Neutral 14. 10. Highly satisfied . Yes . Dissatisfied . Yes . Highly dissatisfied I. Do you think that the business of these soft drinks is seasonal .HINDUSTAN COCA-COLA BEVRAGES PVT. Free bottles .LTD. Not at all 11. if any problem comes ? . SMS offers 12.
Page 76 of 76 .LTD.HINDUSTAN COCA-COLA BEVRAGES PVT.