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“COCA-COLA ” In “DHANBAD”
• Presented by:
• Amit Kr rajak
Brand Portfolio of coca-cola
THE COCA-COLA'S PATNA PLANT Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands
marketed by the company.
The manufacturing unit of HCCBPL, situated at Patliputra Industrial area Patna (Bihar), is the third largest plant and one of the bottling operations owned by the company. The Plant has one RGB (Returnable glass bottles) lines which yields 600 bottles per minute. The plant can produce around
18000 cases of soft drinks per day and employees 200 workers to do the same.
Patna Sales and Distribution Operations Distributors Outlets Outlets .Manufacturing Plant.
simultaneously. crowned (in case of RGB)/ capped (in case of PET bottles). further passing through the sand filter and the activated carbon filter. •Once both the water and the final syrup are ready. This step does not take place in the PET bottle line as the bottles once used are disposed.•Water is received from the 300 ft. •On the other hand. is blended with the sugar syrup. the concentrate received from another bottling plant situated at Pune. they are both mixed together and sent to the carbonator section where Carbon Dioxide is added to the mixture to form the final product. inspected and washed for the purpose of filling in the final product in it. labeled and cased in order to be sent into the warehousefor distribution . so as to attain pure cleansed water. tube-well and it passes through the water treatment plant. •In the syrup room. the returnable glass bottles are depalletized. The product is finally filled in the bottles.
PROJECT OUTLINE :•Company introduction •Objective •Scope •Research methodology •Limitations •Segmentation and outlet mapping •Data analysis and Findings •Problems •Conclusion •Suggestions/Recommendations •Questionnaire .
the Coca-Cola system has successfully applied a simple formula on a global scale. 1886 •The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands. Coca-Cola Company is the world’s leading manufacturer. marketer and distributor of non-alcoholic beverage concentrates and syrups. a copartnership between Dr. Pemberton Medicine Company. Dr. John Stith Pemberton and Ed Holland.Introduction: The Coca-Cola Company was originally established as the J. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8. used to produce nearly 400 beverage brands . S.
• In July 1985. Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger • Coke comes in a variety of sizes worldwide. so you can use it for a crowd or as a personal snack. .
The vision of the company is to lead beverage revolution in the world and provide it’s consumer quality beverages at affordable price. Company has 78 manufacturing locations across 24 states of the country. As on June 2005. . Coca-Cola was the leading soft drink brand in India until 1977 when it left foreign companies in India Coca-Cola re-entered India in 1993.
To know the impact of activation element on customer. . To help M.D.Objective : To know the reason behind low RED (Right Execution Daily) score. To know the availability of activation element in RED outlet. To know the problem in the distribution of activation element. To identify suitable activation element according to the outlet's location. (Market Developer) in outlet activation. To know the impact of activation element on sell when keep it outside.
Scope :•The main scope of study is to understand the impact of S. •To make a platform for market developer to work on difficult RED outlet.' •To analyze the work of the market developer.A (Sale Generating Assets) on sell. •To fill the gap of activation element in different RED outlet.G. . •To increase RED score of the outlet.
•Sample design : Non random sampling •Sample size: 250 •Area of operation : Patna •Tools of data analysis : Pie chart •Research instruments : Questionnaire •Time frame : 8 weeks .Research methodology •Research design •Descriptive: It includes surveys and the fact findings of different kinds. Research has no control over variables. The major purpose of a descriptive research is the description of the state of affairs as it exists at present.
The psychological condition varies from place to place because in many places outlet owner was not supportive. . Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer.Limitations : The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. The area of survey was Patna district and it was concentrated on urban area only. The training was carried on in the peak season so market developer was not so supportive.
Segmentation and outlet mapping of “coca-cola” in dhanbad .
there are definite differences in what you will consider when defining market segments. If done properly this will help to insure the highest return for your marketing/sales expenditures.Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. Depending on whether you are selling your offering to individual consumers or a business. .
DATA ANALYSIS AND FINDINGS (in patna region):- .
Activation OF OUTLETS :1. Number of outlets need activation elements? Activated = 190 Not activated = 60 Total outlets-250 .
Number of outlets following brand order.Brand order :2. Following 168 Not following 82 Total outlets-250 .
Number of outlets having purity? Purity 172 Not purity 78 Total outlets-250 .Purity OF VISI-COOLER 3.
Prime position :4. Number of outlets located at prime position. Prime position 167 Not in prime position 83 Total outlets-250 .
TRADE-channeL :Total outlets-250 E&D (11%) GROCERY (6%) CONVENIENCE (83%) .
Visi-cooler :Total outlets-250 6. Distribution of Visi-cooler in the market. .
Volume-wise distribution.7. Total outlets-250 .
PRODUCT OF “COCA-COLA” IN INDIA .
69% of visited outlet.67%from the selected outlet follow the Brand Order “COLOJ-K”. In our study it is revealed that . 83% outlets are convenience store. visi-cooler are pure i. but remaining 37%are not following the brand order. 11% are under the E&D and remain under 6% are glossary shop. 67% of visi-cooler are at prime position where consumer can see our product and choose as per there need. in visicooler only the product of Coco cola are placed and 31% of outlets don’t keep visi-cooler pure.e. .Findings:- 76% outlet from the sample of 250 outlets which have sufficient activation elements but remaining 24% outlets are not fully activated.
gold. bronze respectively. 41% of the total outlets having 9vc.22%. 54% market cover under the silver categories where as remaining 23%. .4% outlets have 11vc. 91% outlets don’t have a sufficient number GOD that they can create stock pile according to the visi coolers provided to them and 9% are those outlets which have sufficient number of GOD. 41% of outlets are having 7vc.1% are under diamond.and few outlets have 2vc and 20vc.
• *There is number of unsatisfied red outlet with admission.O is vanished from outlet. • * PepsiCo product is main competitor in market. In most outlet kinley water and soda is least preferred brand.Problem :- • * Lack of pure visi cooler . • * Activation Problem.P.Purity level is worse condition because lean season. • * M. • * Availability standard in outlet is not according to terms and conditions of the company.M. • * During lean season there is lack of special offer to promote selling. • *8. .
e. "Jo Dikhta Hai Woh Bikta Hai". Sprite and Maaza. Road Stand plays a major role in increasing sell of the soft drink.Conclusion :• Coca-Cola is the leading soft drink brand in Patna region & most selling brand in the region is • Thums-Up. * Supply of product as well as stock keeping unit is not up to the mark. Glow ShineBoard. . Hanger. * Few activation elements like Table Top. * Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer. * According to most of the outlet owners the product which is seen is sold i.
. We should try to increase sale of outlets so that maximum outlets can be converted into upgrade class. We need to put effort to increase the required number of GOD as per the visi cooler size so that they can keep 3 day stock to meet the demand. All the MD (Market Developer) needs to visit all the red outlets regularly to keep the visi cooler pure. Prime position of visi cooler enhances the visibility of the product which help consumer to choose the product and some times it influences the customers to switch over from similar product. We must visit all RED outlets and arrange the product according to COLOJ-K where products are not placed in the visi cooler according to COLOJ-K.Suggestion :- We must visit all RED outlets where the activation elements are missing and it must be activated immediately.
7vc 9vc 11vc 20vc 3. Per Day selling 10.. Location of SGA Prime position: Yes ( 5..: …………………………………. 2.... Location: …………………………. Activation element Yes ( 8. No. Outlet Name………………………………………………………………………………….... of GOD 9. Brand order Yes ( 6.. MD Name…………………………………………………………………………………… 3. Contact No... Delivery gap ) ) ) ) No ( ) No ( No ( No ( ) ) ) .. Visi cooler size... Purity Yes ( 7.ANNEXURE : Questionnaire Outlet Type : E & D Grocery Convenience Outlet Owner : ……………………. VPO size Diamond Gold Sliver Bronze 4. 1..
By. Amit Krishna .
PRESENTED BY- AMITkumar rajak .
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