A

SUMMER TRAINING REPORT

TOTAL PRODUCT MANAGEMENT

Undertaken at

BRINDAVAN BEVERAGES PVT. LTD

BAREILLY , UTTAR PRADESH
(Submitted in Partial fulfillment of master of business administration)

Submitted By

Sanjeev kumar
(Rakshpal Bahadur Management Institute, Bareilly)

Under the guidance of

Mr.Madan Jha
Assitent Quality Assurance Manager Brindavan Beverages Pvt. Ltd

Preface
Life is a long journey, wherein each one of us crosses number of milestones. Every
stoppage teaches us a lot. I, as a student of management, learning a plethora of things .
The two-year full time program of management course is helping me in learning
of lots of things .The presentations and projects which enhancing our learning by
adding on to our world of knowledge. And summer training is one of the part to
enhance our business skills.
This report consist a data regarding sale loss due to the lack of preorder. So in
this project I emphasized to know about dealers mind-set like how they deal.
In this report , first chapter consist Executive summary ,second chapter is all about
the brief history about coca-cola organization. from third chapter ,objective of
research is cleared and in fourth and in fifth research work is done. chapter six consist
findings .seventh conclusion etc
Same is discussed in this report

Acknowledgement
In my Endeavour to learn management and industrial
practices and apply my theoretical knowledge as stipulated
by our curriculum , I would like to thank BRINDAVAN
BEVERAGES PVT. LTD for providing me an opportunity to
work with their department of Quality Assurance , Bareilly
Uttar Pradesh.
First and foremost ,I express my deep sense of gratitude
to Mr. Madan jha who is assitent quality assurance manager in
Bridavan beverages pvt. Ltd . His helping nature and his
enthusiasm has been source of constant inspiration . His
unhitching support during my work is very admirable .

My gratitude to Ms. Saurabh saxena (Asst. Directer Training &

Davepment ) who provide me helpful guidelines to complete the
project.
I am also very thankful to all the faculty members, and whole
college staff for providing me with necessary facilities and
support, essential for bringing out this work in a short time.
Last but not the least, we are thankful to all Retailers who
gave us their precious time and support to fulfill this task, without
their co-operation the study would not have seen the light of the
day& complete.

DECLARATION
I hereby declare that the project work entitled is an original
and bonafide work done by me. This project is being submitted
in partial fulfillment for award of degree of M.B.A from
RAKSPAL BAHAUR MANAGEMENT INSTITUTE, Bareilly U.P.
Affi liated to G.B.Tecnical Univrsity ,Lucknow
The content of this report is based on the information
collected by me during my tenure at Brindavan beverages Pvt.
Ltd

Sanjeev kumar

CONTENTS

Introduction
o EXECUTIVE
SUMMARY
6
o BRINDAVAN BEVERAGES LITD.
PROFILE.7
o DISTRIBUTION
NETWORK...1
7

o MGMT.
HIERACHY
....21
Research
objectives
22
Research mythology
.25
o SOWT
analysis
29

 Data analysis &

interpretation.3
0

o Graphical
Definition
32
Finding

..52
Problem
Definition
54
Limitations of
Study
.58
Suggestions
60
Conclusion
..62
Bibliography
..64
Annexure (Questionnaires)
.66

Executive summary
Total Product Management is an appropriate project title which
will help me to understand these concept practically as well as
this will also be beneficial for companys growth. This presell will
help the company to deliver its service to its customers (retailers)
effectively and efficiently. By this strategy the company executive
can visit each outlet at least two or three times in a week. As the
competition in soft drinks industry is very high, marketing
strategies like pre selling plays a vital role in increasing the
market share and maintaining the brand value as well as utilizing
the resources at the maximum with minimum cost.
For this project I have visited each outlet which is selling coke
products in Satation road, kila,Satdium road, C.B Gang and some
other small area also .So that I have covered each outlet in these
areas .
The company policy divided each outlets based on the
volume (VPO-Volume per Outlet) as diamond, gold, silver and
bronze. Based on this category each outlet has to achieve their
targets in the number of case selling per year. Target of each
outlet based on the type is given in the figure below. Pre selling
also helps the company to achieve these targets effectively.

Company profile:Coca-Cola was created in 1886 by John Pemberton, a pharmacist

in Atlanta, Georgia, who sold the syrup mixed with fountain water
as a potion for mental and physical disorders. The formula
changed hands three more times before Asa D. Candler added
carbonation and by 2003, Coca-Cola was the worlds largest
manufacturer, marketer, and distributor of non alcoholic beverage
concentrates and syrups, with more than 500 widely recognized
beverage brands in its portfolio. With the bubbles making the
difference, Coca-Cola was registered as a trademark in 1887and
by 1895, was being sold in every state and territory in the United
States. In 1899, it franchised its bottling operations in the U.S.,
growing quickly to reach 370 franchisees by1910. Headquartered
in Atlanta with divisions and local operations in over 200 countries
worldwide, Coca-Cola generated more than 70% of its income
outside the United States by 2003.
INTERNATIONAL EXPANSION
Cokes first international bottling plants opened in 1906 in
Canada, Cuba, and Panama. By the end of the 1920s Coca-Cola
was bottled in twenty-seven countries throughout the world and
available in fifty-one more. In spite of this reach, volume was low,
quality inconsistent, and effective advertising a challenge with
language, culture, and government regulation all serving as
barriers. Former CEO Robert Woodruffs insistence that Coca-Cola
wouldnt suffer the stigma of being an intrusive American
product, and instead would use local bottles, caps, machinery,
trucks, and personnel contributed to Cokes challenges as well
with a lack of standard processes and training degrading quality.

Coca-Cola continued working for over 80 years on Woodruffs

goal: to make Coke available wherever and whenever consumers
wanted it, in arms reach of desire. The Second World War
proved to be the stimulus Coca-Cola needed to build effective
capabilities around the world and achieve dominant global market
share. Woodruffs patriotic
commitment that every man in uniform gets a bottle of CocaCola for five cents, wherever he is and at whatever cost to our
company was more than just great public relations. As a result of
Cokes status as a military supplier, Coca-Cola was exempt from
sugar rationing and also received government subsidies to build
bottling plants around the world.

BEVERAGE INDUSTRY IN INDIA

India is the home to one of the most ancient cultures in the world
dating back over 5000 years. Beverages industry in India plays an
important role in the Indian FMCG market. It is an industry, in
which the players constantly innovate, in order to come up with
better products to gain more market share and to satisfy the
existing consumers.

BEVERAGES

ALCOHOLIC

NON-ALCOHOLIC

CORBONAT
ED

10

NONCORBONAT
ED

COLA

NONCOLA

NONCOLA

The beverage industry is vast and there various ways of

segmenting it, so as to cater the right product to the right person.
The different ways of segmenting it are as follows
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises
consumption.
Age wise segmentation i.e. beverages for kids, for adults and for
senior
Citizens
Segmentation based on the amount of consumption i.e. high
levels of
Consumption and low levels of consumption.
If the behavioral patterns of consumers in India are
closely noticed, it could be observed that consumers perceive
beverages in two different ways i.e. beverages are a luxury and
that beverages have to be consumed occasionally. These two
perceptions are the biggest challenges faced by the beverage
industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular
consumption as well as and to make the industry more affordable.
Four strong strategic elements to increase consumption of
the products of the beverage industry in India are
The quality and the consistency of beverages needs to be
enhanced so that consumers are satisfied and they enjoy
consuming beverages.

11

 The credibility and trust needs to be built so that there is a very

strong and safe feeling that the consumers have while consuming
the beverages.
Consumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation,
stimulation, refreshment, well-being or prestige relevant to the
category.
Communication should be relevant and trendy so that
consumers are
able to find an appeal to go out, purchase and consume
The beverage market has still to achieve greater
penetration and also a wider spread of distribution. It is important
to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of
the food and beverage industry in the economy.

Competitor of this organization

For years the story in the non alcoholic sector centered on the
power struggle between Coke and Pepsi. But as the pop fight has
topped out, the industrys giants have begun relying on new
product flavours and looking to non carbonated beverages for
growth
Three leading companies have prominent presence in the soft
drink industry. The leaders include the Coca-Cola Company,
PepsiCo, and Cadbury Schweppes. According to the Coca-Cola
annual report, it has the most soft drink sales with $32 billion. The
Coca-Cola product line has several popular soft drinks including
Coca-Cola, Diet Coke, Fanta, Sprite, Maaza etc selling over 400
drink brands in about 200 nations. PepsiCo is the next top
competitor with soft drink sales grossing $28 billion for the two
beverage subsidiaries, PepsiCo Beverages North America and
PepsiCo International. PepsiCos soft drink product line includes

12

Pepsi, Mountain Dew, Miranda, Slice etc which make up more than
one quarter of its sales. Cadbury Schweppes, the third major
player had soft drink sales of $13 billion with a product line
consisting of soft drinks such as A&W Root Beer, Canada Dry, and
Dr.Pepper.
These companies' products occupy large portions of any
supermarket's shelf space, often covering more territory than real
food categories like dairy products, meat, or produce. The
prototype of all marketing and branding struggles, the "Cola
Wars" keep expanding. The Pepsi and Coca Cola keep rolling out
the big guns: dueling pop stars, and new branded products in the
form of Vanilla Coke" and Pepsi Blue. They are fighting on the
TV, in the fast-food restaurants, and in the supermarkets; they are
also dueling in the schools. One of the biggest pushes of the last
few years has been convincing school districts, universities, and
other institutions to go all-Coke or all-Pepsi, in return for a (small)
cut of the gross sales .Selling costly sugared water and building
an increasing demand for it, even in Third World countries,
involves marketing in its purest form, unsullied by any preexisting need or local tradition. Markets in Eastern Europe, China,
India, and Mexico, among others, are expanding fast, and both
Coke and Pepsi are finding local partners (bottlers) in these
countries to keep extending their reach. And while the American
market may be mature, there's still an opportunity worldwide to
replace hot beverages like coffee and tea that require some
preparation with these cold, iconic ready-to-drink brands.

Coca-cola in India
Coca-Cola was the leading soft drink brand in India until
1977 when it left rather than reveals its formula to the
government and reduce its equity stake as required under the
Foreign Exchange Regulation Act (FERA) which governed the
operations of foreign companies in India. After a 16-year absence,
Coca-Cola returned to India in 1993, cementing its presence with

13

a deal that gave Coca-Cola ownership of the nation's top softdrink brands and bottling network. Cokes acquisition of local
popular Indian brands including Thums Up(the most trusted brand
in India), Limca, Maaza, Citra and Gold Spot provided not only
physical manufacturing, bottling, and distribution assets but also
strong consumer preference .This combination of local and global
brands enabled Coca-Cola to exploit the benefits of global
branding and global trends in tastes while also tapping into
traditional domestic markets. Leading Indian brands joined the
Company's international family of brands ,including Coca Cola,
diet Coke, Sprite and Fanta, plus the Schweppes product range. In
2000,the company launched the Kinley water brand and in 2001,
Shock energy drink and the powdered concentrate Sunfill hit the
market.
From 1993 to 2003, Coca-Cola invested more than US$1
billion in India, making it one of the countrys top international
investors. By 2003, Coca-Cola India had won the prestigious
Woodruf Cup from among 22 divisions of the Company based on
three broad parameters of volume, profitability, and quality. CocaCola India achieved 39% volume growth in 2002while the industry
grew 23% nationally and the Company reached breakeven
profitability in the region for the first time. Encouraged by its 2002
performance, Coca-Cola India announced plans to double its
capacity at an investment of $125 million (Rs. 750 crore)between
September 2002 and March 2003.
Coca-Cola India produced its beverages with 7,000 local
employees at its twenty-seven wholly owned bottling operations
supplemented by seventeen franchisee-owned bottling operations
and a network of twenty- nine contract-packers to manufacture a
range of products for the company. The complete manufacturing
process had a documented quality control and assurance program
including over 400 tests performed throughout the process.
The complexity of the consumer soft drink market demanded a
distribution process to support700,000 retail outlets serviced by a
fleet that includes 10-ton trucks, open-bay three wheelers ,and
trademarked tricycles and pushcarts that were used to navigate
the narrow alleyways of the cities. In addition to its own
employees, Coke indirectly created employment for

14

another125,000 Indians through its procurement, supply, and

distribution networks
MARKETING STRATEGY

Coca-Cola CEO Douglas Daft set the direction for the next
generation of success for his global brand with a Think local, act
local mantra. Recognizing that a single global strategy or single
global campaign wouldnt work, locally relevant executions
became an increasingly important element of supporting Cokes
global brand strategy.
In 2001, after almost a decade of lagging rival Pepsi in the
region, Coke India re-examined its approach in an attempt to gain
leadership in the Indian market and capitalize on significant
growth potential, particularly in rural markets. The foundation of
the new strategy grounded brand positioning and marketing
communications in consumer insights, acknowledging that urban
versus rural India were two distinct markets on a variety of
important dimensions. The soft drink categorys role in peoples
lives, the degree of differentiation between consumer segments
and their reasons for entering the category, and the degree to
which brands in the category projected different perceptions to
consumers were among the many important differences between
how urban and rural consumers approached the market for
refreshment.
In rural markets, where both the soft drink category and
individual brands were undeveloped, the task was to broaden the
brand positioning while in urban markets, with higher category
and brand development, the task was to narrow the brand
positioning, focusing on differentiation through offering unique
and compelling value. This lens, informed by consumer insights,
gave Coke direction on the tradeoff between focus and breadth a

15

brand needed in a given market and made clear that to succeed

in either segment, unique marketing strategies were required in
urban versus rural India.

BRAND LOCALIZATION STRATEGY: THE TWO INDIA

INDIA A: Life ho to aisi
India A, the designation Coca-Cola gave to the market segment
including metropolitan areas and large towns, represented 4% of
the countrys population.33 This segment sought social bonding
as a need and responded to inspirational messages, celebrating
the benefits of their increasing social and economic freedoms.
Life ho to aisi, (life as it should be) was the successful and
relevant tagline found in Coca-Colas advertising to this audience.
INDIA B: Thanda Matlab Coca-Cola
Coca-Cola India believed that the first brand to offer
communication targeted to the smaller towns would own the rural
market and went after that objective with a comprehensive
strategy. India B included small towns and rural areas,
comprising the other 96% of the nations population. This
segments primary need was out-of-home thirst-quenching and
the Coca-Cola India no. 1. Soft drink category was undifferentiated
in the minds of rural consumers. Additionally, with an average
Coke costing Rs. 10 and an average days wages around Rs. 100,
Coke was perceived as a luxury that few could afford.
In an effort to make the price point of Coke within reach of this
high-potential market,Coca- Cola launched the Accessibility
Campaign, introducing a new 200ml bottle, smallerthan the
traditional 300ml bottle found in urban markets, and concurrently
cutting the price in half, to Rs. 5. This pricing strategy closed the
gap between Coke and basic refreshments like lemonade and tea,
making soft drinks truly accessible for the first time. At the same

16

time, Coke invested in distribution infrastructure to effectively

serve a disbursed population and doubled the number of retail
outlets in rural areas from 80,000 in 2001 to 160,000 in
2003,increasing market penetration from 13 to 25%. Cokes
advertising and promotion strategy pulled the marketing plan
together using local language and idiomatic expressions.
Thanda,meaning cool/cold is also generic for cold beverages
and gave Thanda Matlab Coca-Coladelicious multiple meanings.
Literally translated to Coke means refreshment, the phrase
directly addressed both the primary need of this segment for cold
refreshment while at the same time positioning Coke as a
Thanda or generic cold beverage just like tea, lassi, or
lemonade. As a result of the Thanda campaign, Coca-Cola won
Advertiser of the Year and Campaign of the Year

Brief about Brindavan beverages parsakhera

Bareilly
Brndavan Beverages Pvt. Ltd, a bottling company was started
during the year 1986

due to the humble services by Mr.

S.N.Ladhani, the Managing Director of the company, with and

initial capital of Rs. 25 Lac. Brindavan Beverages Pvt. Ltd has a
franchisee agreement with Parle exports for hundred years to
manufacture and sell its products.

17

During November 1993, Parle export sold all its 60

franchises to Coca-Cola in India in order to compete with Pepsi.
Each franchisee can cover up 16 districts. The companys
manufacturing and selling Thums-up, Coke, Limca, Fanta, Maaza,
Kinley Soda for Bareilly franchisee. This is also serving the nearby
districts

such

as

Badaun,

Moradabad,

Rampur,

Pilibhit,

Shahjahanpur, Lakhimpur Khiri.

M/s Brindavan Beverages Pvt. Ltd has its production
unit having capacity of 600 bottles per minute, located at
Parsakhera Industrial Estate, 12 Kms away from Bareilly
town on Delhi highway. Its Marketing office is located in
Parsakhera and in Avadh plaza janakpuri Bareilly. The storage of
filled bottle is done in the godown, which is located next to the
production unit. Brindavan Beverages Pvt. Ltd has three more
bottling plants located at Baranbanki, Faizabad, and Hathras. All
the activities are centralized from the head office located at
Bangalore.
The Managing Director, the head of the organization is
incharge of all administration matters. The G.M. Sales and
franchise Manager-sales is responsible for activities such as sales,
promotions, advertisements and distribution etc. and Production
& Plant Manager takes care of the production department.

18

DISTRIBUTION NETWORK OF BRINDAVAN

BEVERAGES PVT. LTD.

As it have been already started that this particular plant has been
taken over by the Coca-Cola Company. It has 230 Distributor
(Approx. Figure) and 05 depots and covers over 16 districts under
its belt and they are still growing. The names of the district are as
follows.

1. Bareilly
2. Badaun
3. Shahjahanpur
4. Pilibhit
5. Rampur

19

6. Moradabad
7. Chamoli
8. Chandausi
9. Pitoragarh
10. Karayanprayag
11. Rudraprayag
12. Kichha
13. Lakhimpur Khiri
14. Haldwani
15. Bhageshwar
16. Ranikhet

Right from the first year of the incorporation the company is

running in top profit. This is because of many reasons. One of
them is being that there is no other bottling plant nearby. Also the
company gives goods margins to the retailers along with various
lucrative from time to time.

20

BRANDS OF COCA-COLA

Cola
Coca-cola
Thumpsup

Lemon Orang Juice

e
Limca
Sprite

Fanta

21

Maaza

Kinley
Water
Soda

22

23

MANAGEMENT
HIETHERCHY
MANAGEING
DIRECTOR
EXECUTIVE
DIRECTOR

DIRECTOR
FINANCE

DIRECTOR
MARKETING

GENERAL
MANAGER

GENERAL
MANAGER

FINANCE
MANAGER

SALES
MANAGER

ASST.FINANCE
MANAGER

ASST. SALES
MANAGER

ACCOUNTANT

DIRECTOR
PRODUCTION
GENERAL
MANAGER
PRODUCTION
MANAGER
ENGINERS

SUPERVISIORS

CLERCKS

WORKERS

24

RESEARCH OBJECTIVE

25

Research objective
The project Total Product management understands by me
is also is to find out the availability on the different coco-cola
brand vis--vis with its competitors. As this product soft drink
is the product of an impulse purchase i.e. it is not a product,
which a person plans to buy before hand.

So the sale of the product depends upon the extent of

availability of the product.

1. The project to find out the availability of the coco-cola ltd.

Brands Coke, Thumbs up, Fanta, Sprite, Limca, Kineys soda
vis--vis with Pepsi colas Pepsi , Mirinda, (orange),
mirinda(lemon), 7- up and Lehar Soda, Slice, in the target
market.
2. To find out the availability of different packs of coco-cola
and Pepsi, which are generally of 5, packs i.e. 300ml, 1
liter, 1.5liter, Tin cans and newly introduced Pepsi 500ml
pet.

3. To study present soft drink market (coke vs. Pepsi)

4. To find out the number of coke monopoly retail outlets,

Pepsi monopoly retail outlets and free enterprise (those
outlets selling both coke & Pepsi)

26

5. To find out the empty strength of both giant players in the

market.
6. To find out the annual sale volume comparison between
coke & Pepsi.
7. To find out mode of storing soft drink glasses.

8. To find out the perception of retailers.

9. To find out the factors influence customer to drink soft
drink.

There objectives were achieved by the following a well

thought out plan and defining the problem for each objective
separately. Sampling and other statically tools were
considered for achieving the given objective.

27

RESEARCH
MATHODOLOGY

28

Research Methodology
Time period

:-

45 days

Area
:Bareilly(Station Road ,Kila ,C.B Ganj ,Stadium Road etc)

Data collection method

Primary data
As per this project concern more data was collected from the
primary sources like retailer, market developers etc. The primary
data was collected with the help of questionnaire.
Secondary data
Secondary data is also used in this project which is collected from
internet, magazine and company website.
SAMPLING PLAN:

It is very difficult to collect information from every retailer .As

time and costs are
the major limitation that the researcher faces. I took the sample
of 50 retailers.
The retailers were selected in the random manner to form sample
and data were collected from them for the research study .

29

ANALYSIS
Distribution system at Brindavan beverages
There are two types of distribution system
i.
ii.

Direct network
Indirect network

Factory

Direct route

Indirect
route

Distribution
Retailers
Retailers

Consumer

Consumer

30

 Presell concept:The PREsell concept is a principle where you

affect the potential customer's mind to make them
more receptive to your marketing efforts. PREsell is
NOT an overnight solution to catapult you into huge
profits and internet millions. PREsell can be a difficult
concept to grasp and implement because it takes a
genuine concern for others to effectively implement
it. Any attempts at the PREsell concept that is not
genuinely real will eventually fail over time. PREsell is
about TRUST and relationships, and how we use
those relationships and others trust to market our
goods and services.

31

Swot analysis

Strength
Brand name and brand equity
Dedicated sales force
Economies of scale
Major market share in bareilly
Availability of large number of
retailers within a particular
locality
Maximum utilization of
resources (vehicle)
Easy analysis of taste and
preference of the market.
Can easily tap the untapped
market.
Sales man deliver goods to
more outlets

32

Weakness
Supply chain
management
Availability of products
with distributor.
Vehicles availability at the
right time.
Co-ordination between
sales man and market
developer.
Off season problem

Opportunity
Can increase the market share
Reduced overall cost which
will increase profit margin.
Easy activation of new outlets.

Threat
Competitive market.
New entrants to the
market.
Companys stringent
norms of placing coolers.
Cooler complain not
resolved in time during
season

DATA
ANALYSIS AND
33

INTERPRETATI
ON

Data of sale loss before implementing

presell
In this analysis, I am taking the data of twelve
days.. In this, I am including
200ml,300ml,600ml ,1.25 lit,2 lit only for the
brands coke ,thums-up ,limca ,sprite and fanta
.This analysis is done on the basis of cases

34

and pets .Like 200ml, 300ml bottles case and

600ml bottles pet are consisting 24 in one
case and in one pet.
There is somewhat difference in Maanza in
weight like maanza is dealt in 200ml,250ml
cases and 400 ml ,600ml,1200ml pets.200ml,
250ml,400ml,600ml cases and pets are having
24 bottles in one and 1200ml pet is having 12
bottles per pet.
There are 12 bottles in one pet of kinley water
of 1 lit and in soda there are only 300ml and
600ml bottles available.
Here whole analysis is done on the basis of
cases and pets.

Graphical presentation of sale loss of

coca-cola

1:- Coke

35

Chart Title
200ml

300ml

600ml

1.25 lit

2 lit

10
7

5
2

6
10

5
9
8

7
7

11
5
9

3
5

2
2

6
5
4
0
4
2
0
40734 40735 40736 40737 40738 40739 40740 40741 40742 40743 40744 40745
5

2:-Thums-up

36

Chart Title
200ml

300ml

600ml

1.25l

2lit

7
6
3
6
7

10

7
8

9
5
9

6
7
6

6
4

8
7
8
5

3
0
5

4
0
6

4
9

7
5

7
8
4

5
6
6
7
6

4
3
5

5
3

4
4

2
3
4
5

4
37448 37450 37452 37454 37456 37458
37447 37449 37451 37453 37455 37457

3:-Limca

37

Chart Title
200ml

6
8
7
8
13

300ml

600ml

1.25l

2lit

9
4
10
6
9
9

5
7
5
5
15

7
6
6
5
7

7
3
4
6

11

6
6
6
8

7
6
7

9
8
8

12 14

5
0
2
6
9

4
3
7
5

5
6
4
5

10 11

7
5
6
7

8
5
37448 37450 37452 37454 37456 37458
37447 37449 37451 37453 37455 37457

4:-Sprite

38

Chart Title
200ml

5
10

300ml

600ml

1.25l

2lit

4
7

10

10 12 11

10

10 11
8

5
9

5
7

10

12 10

10
6
7

9
5
4
5

4
5
6

12 10

3
7

10

8
8

15

40735 40737 40739 40741 40743 40745

40734 40736 40738 40740 40742 40744

5:-Fanta

39

Chart Title
200ml

300ml

600ml

1.25 lit

2 lit

7
9
10

13
8

5
15
5

6
10
7

7
6

17

15
9

6
7

10

6
3
7

10
10

13
6

4
7

12

16

11

11

40734 40735 40736 40737 40738 40739 40740 40741 40742 40743 40744 40745

6:-Kinley soda and water

40

Chart Title
soda 200ml

soda 600ml

water 1 lit

1
2
6

4
2

2
1

2
2

5
3

2
3

2
0
1

0
0
0
40734 40735 40736 40737 40738 40739 40740 40741 40742 40743 40744 40745 40746

7:-Maaza
41

Chart Title
200ml

250ml

400ml

600ml

1200ml

4
2

0
0
4
2

5
4

3
8

40734

40735

40736

2
0
2
2
0
40737

3
2
40738

0
2

4
40739

8
5
40740

0
40741

40742

40743

Analysis for retailers in graphical form

42

1
1

5
6

40744

40745

1.

Pre-orders are comfortable to you

No; 20%

yes ; 80%

In this 80% have a point of view that pre- orders are

much more beneficial to those but 20% of them said that
there is no extra benefit from pre-orders.

2:-Do the sales persons contact you for taking

order regularly?

43

contact with retailers

NO; 35%

yes; 65%

About the contact with Retailer ,65% of Retailers replied

that sales persons contact with them regularly but 35% of
retailers replied that there is no regular contact.

3:-Frequency of placing order in a weak

44

orders

once; 20%

thrice; 42%

twice; 38%

When we asked How frequently you placed your order

in a weak then 20% of them replied once , 38% replied
twice and 42% replied thrice

4:- Do the Delivery of pre-orders on time?

45

Delivery on time

Yes ; 40%
No; 60%

According to this question, I analyzed that there is a great

dissatisfaction in the Retailers about companys distribution
channel Because 60% of the retailers replied that delivery is not
on the time. They also replied that due to this some time they
have to stock in the advance which required extra place to stock .

5:-What should be the time of order taking ?

46

Order time

B/w 8am to 10am; 5%

B/w 10am to 01pm; 22%

After 01 pm; 73%

When we asked them what should be the order taking

and delivering time then 73 % of them give the time after
01P.M

47

6:-Do the sales person provide you ordered

product?

product

No; 45%
Yes; 55%

45% of the retailers replied that sales person are not

providing desired products .They meant to say that in
shortage sales person provide him other product like
coca-cola in place of sprite etc. 55% of them replied
,delivery on time .
48

7:-Do the company provide you sufficient

schemes on the pre-order?

yes; 30%

No; 70%

70 % of the retailers are dissatisfy due schemes and this

is totally companys loss because if they are not satisfy

49

,they may switch to other brands where there is big

benefit .

8:-Is there instant hearing about cooler

problem?

YES
NO

There is a big Dissatisfaction regarding freezer

problems.90% of them with not resolving problem
instantly.

50

8:- Is there any shortage of products in peak

time ?

No; 20%

Yes; 80%

80% of the retailers replied that there is big shortage in

the peak time and they suffer due to this .

51

9:-Type of shop
Grocery

Eatery

convenience

23%
43%

34%

43% shop of Grocery ,34% shops are of eatery,23% shop

of convenience

52

9:-Shortage of products

Product shortage

Maanza; 10%
kinley soda; 3%
Kinley Water; 2%

coca-cola ; 10%
Thums-up; 13%

Fanta; 23%
Limca; 17%
Sprite; 22%

53

23% retailers replied that in peak time there is a great

shortage of Fanta after this 22% with Sprite ,17% with
Limca etc

10:-This chart is prepared on the basis of

Retailer preference on a scale very important
to very unimportant.

Chart Title
Very important
10

2
5
5

13
10

Important

No Idea

Very Unimpotant

0
9

18

15

2
0

20
33

10

20
7

10

40

38

41

54

Unimportant

41

13

70

65
22
41

27

23

20
7

Price

Scheme

Timely delivery Availability

54

service

Interaction

Profitability

In this study ,we found that .

Price :-23% from all said that price of products is very

important ,these are those retailers who are having low sell in
that Area . 54 % of them replied that price is important but not
much, when I asked about the reason then they replied that
customer are preferring in this season very frequently ,they are
least bother about price.10% of them was not having any Idea
and 13% of them replied unimportant ,these are those retailers
who are having there outlets in the posh Area .

Scheme:- 70 % of the retailers replied that schemes are very

important and 20 % replied Important and 5% of them were not
having any Idea and 5% says unimportant ,these are again those
retailers who are having their outlets in posh Area .

Timely delivery:-27% of the Retailers having idea that

delivery of the product on time is very important and 41 %
retailers replied important .These are those retailers who are
having very frequent sale . Again 7% were not having any idea
and 15 % replied that unimportant and 10% very unimportant
.These are those retailers who are having their retail outlets in
somewhat backward area .

Availability :-41% of the retailers replied that this is very

important of the availability of the product in the market . 38 %
of them replied important .9% were not having any Idea . 10 %
replied unimportant and 2% very unimportant . These are those
retailers who are very frequent to switch on other products and
and who also entice customers to prefer whatever he is having.

Service :-20% replied that service is very important .41% said

only important.10 % with no Idea .20 % and 9% replied
unimportant and very unimportant.

Interaction :-In this most of the retailers replied that

interaction is not needed products is needed.

55

Profitability:-Most of the retailers replied important but some

said unimportant these are those who are having no interest in
selling soft drink but selling for run Their other businesses.

FINDINGS

56

Findings
There is a huge amount of sale loss due to the Lack of Preselling system .On account of this retailer can switch to other
brands to increase their profitability.
Retailers are having very strong feeling regarding this
system .Most of them are saying if this system is proper
then they can save themselves from product shortage in
peak hours .
As routes are divided into three categories daily,
alternate, weekly visit so orders are delivered at time
and due to short routes there is decrease in
transportation cost.
At least one person should be there to listen the
problems of retailers like cooler problem, delivery
problem etc
If order taking system is there then order should take
after 01.p.m
Schemes are playing a vital role to boost up the sale so
company should take care of that.
Shortage of the products is totally losing your market
because there are a lot of competitors in the market who
can grab this opportunity. Like if there is a shortage of
sprite then retailers can prefer Dew because in the
market this is referred with the name of Hari(Green).If
there is a shortage of maaza then retailer can prefer
slice because it is referred in the market with its colour

57

as PILI(yellow) etc. so that company should make stock

for such conditions

PROBLEM DEFINATION
(1) TO study the present soft drink market
(coke& Pepsi)
The market position of Pepsi and coke can be known by
working of following problems:

By study the annual sales figure of Pepsi and coke in the

area.

By study the total number of monopoly counter of Pepsi

and coke in the concerned sample market.

58

By studying the total number of crates (empties) of Pepsi/

coke in that area.

By studying the total number of ice box & sale generating

assets.

(2) Market research to find the soft drink

potential outlets:
The objective is achieved by defining the various
problems and working on those problems. The
defined problems are:

Marketing segmentation to know the future

segments such as.

Pan shops & Tea stalls

General stores
Hotel, Bar and Restaurants
Motels
59

Confectionery

Juice centers

Sweets house

Cold drinks

Asking the individually form shops of segments whether

they are willing to sell Pepsi or coke or both by doing this
we can know potential outlets.

(3) to study he samples distribution network

in a particular area:
The objectives can be achieved by working on the
following defined problems:

By studying the routes of sample market where vans, (4wheelers) can approach.

60

By studying the routes of sample market where only

tempo & tricycle,(3- wheelers) can approach.

By plotting all the areas of importance on the map of that

locality and also pointing out all the a.b.c.d. class outlets
on the map. The creation for destining, a, b, c, d, class.

A. class:
B. class:
C. class:
D. class:

sale
sale
sale
sale

above 800 crates per annum

above 600 to 800 crates per annum
above 400 to 600 crates per annum
below 400 crates per annum

61

62

LIMITATIONS

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that nothing is prefect in the world. Every
individual bound to make mistake at some points. Its genuine.
The study was restricted on the some part of Bareilly so it was difficult to
generalize the interpretations would be make out of the findings.
The result has not been tested
The respondents may be based or influence by other factor.
Information collection took 30 days.
A busy schedule of dealers/ retailers also makes the collation of information
a very difficult one.
The projection is purely based on verbal meetings and may be influenced by
unprecedented factors.
Non-co-operative behavior of respondent was a big problem in this survey.

63

 The research was based on primary collection of data through voice

interview so there may be chances of human error and biasness.

The research was dependant on the information provided by the respondents

(retailers). It may insufficient.

64

SUGGESTION

RECOMMENDATIONS AND SUGGESTIONS

The company should measure Retailers satisfaction regularly.

Company can increase the sales when it considering more on retailers, their
suggestions or complaints about service or product so that necessary action
can be taken.

Review meeting should be often held so that the working pattern of the
executives can be checked and improved if needed.
Company representatives should visit retailers and should make a long-term
relationship with retailer so that they can push the product
Since customers are value maximizes and their expectation to this brand is
high, as the brand image shows their quality is supervene so the company
should also take feed back at time to time.By this they can make their brand
loyal.
Distributers should be convinced to pass the incentives to the retailers so that
they are motivated to promote this brand.

65

 Increase the number of dealers and retailers as this will help in making high
sales volume.
Cash discount should be competitive and luring.
Company should search new area for increasing in sales.
In winter Season Company gives more discount & schemes to retailers so
they sell more our product.
Company must make new strategy to fight local cold drinks brands.
Company should give new dealership on small towns.

Company should try to maintain manpower

66

CONCLUSION

CONCLUSION
Flavor is easily available as said by most of the retailers.
Most of the retailers complaining about the schemes.
Most of the retailers complain that there chilling equipment
are not working allotted company and are not up to the
mark.
Advertisement of Pepsi is enticed the consumers.

Demand of Thumbs up, Sprite 200ml glass is higher in the

market.

67

 Retailers want more schemes on coco-cola.

Sign board of coke as compare to Pepsi is less.

Lack of communication between distributors and retailers.

BIBLIOGRAPHY
68

BIBLIOGRAPHY
Marketing management by Philip Kotler

WEBSITES
www.Scribd.com.
www.coca-cola.com

69

APPENDIX
Retailers questionnaire
Dear Retailer
On Behalf of Bridavan Beverages Pvt. Ltd , I want to thank you
for giving us the opportunity to serve you .Please help us serve
you better by taking a couple of minutes to tell us about the
service that you have received so far .We appreciate your
business and want to make sure we meet your expectation.
1:-Pre-orders are comfortable to you
YES

NO

2:-Do the sales person contact regularly for taking orders?

YES

NO

70

3:-Frequency of placing order in weak

ONCE

TWICE

THRICE

4:- Do the Delivery of pre-orders on time?

YES

NO

5:-What should be the time of order taking ?

Between 8 A.M to 11P.M

After 01 P.M

Between 11A.M to 01P.M

6:- Do the sales person provide you ordered product?

YES

NO

7:- Do the company provide you sufficient schemes on

the pre-order?
YES

NO

8:- Is there any shortage of products in peak time ?

YES

NO

71

9:-Type of shop_________________________

10:-Which product ,you found much more short in peak season?

Give rank according to its shortage like which product ,you find
much short give rank 1and the product which is having less
shortage ,give 6
Coca-cola

Thums-up

Limca

Sprite

Fanta

Kinley water and soda

Manza

11:-The reasons by which Retailers prefer product .Retailers mind

set will be judge on the basis of five basic point very important
to very unimportant .

72

Very
importan
t

Important No Idea

Unimport
ant

Price
Scheme
Timely
Delivery
Availability
Service
Interaction
Profitability

Name of Retailer______________________________
Address

________________________________

____________________________________________
Phone no.____________________________________

Thank you for your valuable suggestion

73

Very
unimport
ant