Red and Green Process at Coca Cola Impact On
Red and Green Process at Coca Cola Impact On
Red and Green Process at Coca Cola Impact On
at Coca cola
Summer Training Project Report
Prepared by:
Aarfa Khatoon
M.B.A 2nd Semester
Roll No- 1504070001
Training Supervisor:
Mr. Rajesh Pathak
(S T L)
Coca Cola, Varansi
2015-16
Page No
PREFACE
ACKONOWLEDGEMENT
CHAPTER -1
Introduction to the organization
,
Brief History
CHAPTER-2
MICRO RESEARCH PROBLEM
OBJECTIVES
SCOPE
IMPORTANCE
CHAPTER-3
RESEACH METHODOLOGY
CHAPTER-4
DATA ANALYSIS & INTERPRETATION
CHAPTER-5
FINDINGS AND RECOMMENDATIONS
CHAPTER-6
CONCLUSION AND LIMITATION
BIBLIOGRAPHY
ANNEXURE
PREFACE
The MBA programme is well structured and integrated course of business
studies. The main objective of practical training at MBA level is to develop skill in
student by supplement to the theoretical study of business management in general.
Industrial training helps to gain real life knowledge about the industrial environment
and business practices. The MBA programme provides student with a fundamental
knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.
Training is an integral part of MBA and each and every student has to undergo
the training for 2 months in a company and then prepare a project report on the same
after the completion of training.
During this whole training I got a lot of experience and came to know about
the management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.
ACKNOWLEDGEMENT
..
With immense pleasure, I would like to present this project report for Coca
cola India Limited. It has been an enriching experience for me to undergo my
summer training at PEPSI, which would not have possible without the goodwill and
support of the people around. As a student of TERI. P.G.C. GHAZIPUR. I would
like to express my sincere thanks too all those who helped me during my practical
training programme.
Words are insufficient to express my gratitude toward Mr. Rajesh Pathak the
Customer Executive of Sales, Mr.Rajesh Pathak Project Guide and Mr.Vikrant
Singh (Hr Manager).
I would also like to thank all the persons directly or indirectly without the
help of whom this project would not have been possible.
Aarfa Khatoon
INDUSTRY BACKGROUND
Development of the first man made sparkling or carbonated water is credited to
Joseph Priestly, the British scientist who discovered oxygen. In 1772, he invented a
method of pushing cordon dioxide in to water by dissolving it under pressure, thus
creating fairly long- lasting bubbles. The technique led to development of the softdrink industry.
By the beginning of the 19 century carbonated water was being made commercially in
France and North America; shortly thereafter, flavours (normally fruit concentrates)
were added to enliven the taste. In the 1820s, small carbonated bottling operations
were established in Canada, producing carbonated drinks in refillable bottles which
were merchandised as medicinal elixirs or tonics.
The principle of pushing carbon dioxide is still used. But now the water is first
purified in a process known as polishing. Cooled carbon dioxide is then injected at
pressures of 275-550 kilopascals. Some of the early drinks bottled in Canada were
called Birch beer, Ginger beer, Sarsaparilla, Sour Lemon, Soda Water and Cream
Soda. The first carbonated beverages or pop bottles were sealed with corks held
tightly in place with a wire binding. Wired cork closures were used until about 1884
with Codds Patented Globe Stoppers. The Crown cap was introduced around 1905
and improved versions are still widely used, although they are gradually being
replaced, especially on larger containers, with reclosable screw caps.
Other packaging innovations since the mid-1960s include canned carbonated
beverages, non returnable glass bottles and container made from rigid plastics.
However, an effort is being made often through provincial legislation, to increase the
use of returnable glass containers
COMPETETIVE SITUATION
C o mp e t i t i v e a rea a mo n g C o ke & P e p s i
Coca-Cola India Pvt Ltd maintained its leading position in soft
drinks in India, followed by PepsiCo India Holdings Pvt Ltd in
2006. Whilst the retail volume shares of Coca-ColaIndia and
PepsiCo India slipped in 2006, as a result of the growing health
concerns caused by the aftermath of the pesticides controversy
both maintained a comfortable lead over the other manufacturers.
Parle, Bisleri Ltd has steadily gained shares from the carbonates
giants over the review period, to emerge as the third ranked
company in 2006. The battleground for beverages has moved from
carbonates to bottled water and fruit/vegetable juice, with
manufacturers turning their attention towards these healthier
beverages, as consumer interest continues to surge forward. A
number of new players have entered fruit/vegetable juice and
bottled water, v ying for a slice of the growing pie.
W h i l e c r i c k e t h a d a l w a ys b e e n t h e m o s t p o p u l a r s p o r t i n I n d i a ,
with new technology coming into cricket from coverage to sports
gear to day/night versions of the game, it was set to acquire the
status of a religion in the sub-continent. Pepsi picked upthe
opportunity early on by not only contracting the rights to all
Tes t s a n d O n e D a y I n t e r n a t i o n a l s ( O D I s ) p l a y e d i n I n d i a , b u t a l s o
s i g n i n g u p t o p p e r f o r m e r s e a r l y s u c h a s S a c h i n Ten d u l k a r a n d
Rahul Dravid and creating some very cutting edge and
memorableadvertising campaigns with them.
The distribution network of Coca cola had 6.5 lakh outlets across
the country , which the company is planning to increase to 8 lakhs
. On the other hand Pepsi Co's distribution network had 6 lakh
outlets across the country which it is planning to increase to 7.5
Lakh.
C O M PAN Y B A C K - G R O U N D
Coca Cola company is the global company and has completed
1 2 2 y e a r s o f c o n s u m e r s e r v i c e w i t h s o m e o f t h e w o r l d s m o s t
widely recognized brands , the coca-cola business in INDIA, as in
each country where they operate, is a local business . Their
beverage is produced locally employing Indian citizen, their
product range and marketing reflects Indian taste and lifestyles.
After a 16 year s absence, Coca-Cola returned to India in 1993.
The company presence in India was cemented in November that
y e a r i n a d e a l t h a t g a v e C o c a - C o l a o w n e r s h i p o f t h e n a t i o n s t o p
soft drinks brands and bottling network .Coca-Cola India has
made significant investment to builds and continually improve its
business in India , including new production
facilities ,
wastewater treatment
p l a n t s , a n d d i s t r i b u t i o n s ys t e m a n d
marketing equipment .
C o c a - c o l a b u s i n e s s s ys t e m d i r e c t l y e m p l o y s a p p r o x i m a t e l y 6 0 0 0
local people in India. In fact, they indirectly create emplo yment
for more than 1, 25,000 people in related industries through their
v a s t p r o c u r e m e n t , s u p p l y a n d d i s t r i b u t i o n s ys t e m s . Vir t u a l l y a l l
the goods and services required to be produced and marketed by
coca- cola locally are made in India.
T h e c o c a - c o l a s ys t e m i n I n d i a c o m p r i s e s 2 7 w h o l l y o w n e d
companies -owned bottling operations and another 17 franchise
owned bottling operations. A network of 29 contracts packers
a l s o m a n u f a c t u r e s a r a n g e o f p r o d u c t s f o r t h e c o m p a n y. T h e
complexity of the Indian market is reflected in the distribution
fleet, which include 10 tones trucks, open bay three wheelers that
c a n n a v i g a t e t h e n a r r o w a l l e y w a ys o f I n d i a n c i t i e s , a n d t r a d e m a r k
tricycles and pushcarts.
The infrastructural cost are high but you have to rework your
other costs like credits and discounts and bring them down ,
which is exactly what it is doing at the moments.
Coke sells mostly through fat dealers who sell the products of
both companies and they undercut all the time. There are plenty
of innovations possible in distribution that can cut costs. For the
same no of accounts in the north you require more people,
vehicles, and basically more expenditure. Therefore it makes
sense to pre-sell or in other words, book orders and then sell this
reduces recurring costs and revenue expenditure comes down.
D r. J O H N S T I T H P E M B E RTO N :
The Founder of
Coca-Cola
D r. J o h n S t i t h P e m b e r t o n f o r t h e f i r s t t i m e p r o d u c e d t h e s y r u p f o r
Coca-Cola on May 8, 1886. Coca-Cola originated as a soda
fountain beverage in 1886 selling 5 cents for a glass. Early
growth was impressive, but it was only when a strong bottling
system developed that Coca-Cola became the world famous brand
i t i s t o d a y.
The Coca-Cola offers more than 400 brands in over 200 countries.
From Inca Kola, a soft drink found in north & south America and
10
S a m u r a i , a n e n e r g y d r i n k a v a i l a b l e i n As i a , t o Vit a , a n Af r i c a n
j u i c e d r i n k a n d B o n Aq u a , a w a t e r f o u n d i n 4 c o n t i n e n t s . T h e
Coca-Cola Company is dedicated to not only producing quality
p r o d u c t s , b u t s a t i s f y i n g t h e t h i r s t f o r o p p o r t u n i t y, e d u c a t i o n a n d
economic development across the Globe. Our product variety
spans the Globe.
11
C O M PAN Y P R O F I L E
The Coca-Cola Company is the Global soft drink industry leader;
w i t h w o r l d h e a d q u a r t e r i n At l a n t a , G e o r g i a . T h e c o m p a n y a n d i t s
s u b s i d i a r i e s a n d b e v e r a g e b a s e s f o r C o c a - C o l a , t h e c o m p a n y s
flagship brand, and over 160 other company soft drink brands are
manufactured
and
sold
by
The
Coca-Cola
Company
and
its
are
tailored
to
the
cultures
and
taste
of
those
plants,
and
distribution
s ys t e m s
and
marketing
equipment.
D u r i n g t h e p a s t d e c a d e , t h e C o c a - C o l a s ys t e m h a s i n v e s t e d m o r e
t h a n U S $ 1 b i l l i o n i n I n d i a . C o c a - C o l a i s o n e o f t h e c o u n t r y s
top international investors. In 2003, Coca-Cola India pledged to
invest a further US $ 100 million in its operations. Coca-Cola
business
s ys t e m
directly
employs
approximately
6000
local
12
e K O sy s t e m
T h e C o c a - C o l a E n v i r o n m e n t a l M a n a g e m e n t S ys t e m . T h e C o c a Cola Company has 78 manufacturing location across 24 states of
t h e c o u n t r y. T h e C o m p a n y h a s o n e s i n g l e e n v i r o n m e n t a l s ys t e m ,
eKO system, implemented at all its operations in 202 countries
a c r o s s t h e w o r l d . T h e e K O s ys t e m i s a t o o l t h a t i n t e g r a t e s
environment management with business planning cycle. The eKO
system primarily comprises of two main facets namely:
(i)
Environment and
(ii)
received
prestigious
Golden
Peacock
Awa r d
on
Foundation
implementation
of
(WEF)
Environmental
in
recognition
and
Quality
of
effective
Management
S ys t e m ( E M S ) b y t h e s e u n i t s .
Some of the Prime Environmental considerations followed in
business decision are:
13
with
all
regulatory
environmental
14
C O M PAN Y P O L I C I E S
T h e C o c a - C o l a e K O s ys t e m a r e
governed by five major policies
that
affirm
the
environmental
responsibilities of The Coca-Cola
Company and serve as guidelines
for our business partners around
the world. Each of these policies is
supported by specific requirements
and practices that govern our daily operations and are
fundamental
to
achieving
results
consistent
with
environmental leadership.
1 . C O M M I T M E N T TO L E A D :
15
We b e l i e v e t h a t a n e f f e c t i v e e n v i r o n m e n t a l m a n a g e m e n t
system requires involvement of emplo yees at all levels.
Our commitment to protect and preserve the environment
extends throughout the organization.
Business Planning
Operations plan environmental management activities
through annual business planning.
Top m a n a g e m e n t p e r i o d i c a l l y r e v i e w s t h e p r o g r e s s o n
implementation of environmental projects
Operations Personnel
Dedicated environmental team at Corporate.
Each plant designates a plant environmental
c o o r d i n a t o r.
Operations management provides written
descriptions of roles and responsibilities for
environmental coordinators, and evaluates their
p e r f o r m a n c e a n n u a l l y.
Operations Support
Operations management provides training to help
personnel effectively implement environment management
system.
Individuals with operational environmental
responsibility regularly improve their
environmental knowledge and expertise by
participating in users, seminars, meetings and
other programs.
\
Compan ySupport
The Company develops training programs
t o a d d r e s s s ys t e m w i d e
environmental
topics
and
provides
guidance
on
implementation.
The Company works with our bottling partners to
help
them
implement,
at
a
minimum,
T h e C o c a - C o l a e K O s ys t e m o r a n e q u i v a l e n t e n v i r o n m e n t a l
management system.
16
.
2 . C O M P L I A N C E AN D B E Y O N D :
Our commitment to the environment extends beyond compliance.
Even in the absence of specific regulatory requirements, we
operate in an environmentally responsible manner in accordance
w i t h t h e e n v i r o n m e n t a l s t a n d a r d s o f T h e C o c a - C o l a C o m p a n y.
Legal Requirements
Operations management is responsible for ensuring compliance
with applicable environmental legal requirements.
In absence of local environmental regulations, the company
f o l l o w s i t s g l o b a l s t a n d a r d o n e n v i r o n m e n t m a n a g e m e n t , e K O
system. Example include carr ying out Environmental Due
Diligence prior to acquiring, selling or leasing real estate.
Was t e w a t e r M a n a g e m e n t
The company operations are designed to minimize wastewater
generation through implementation of REDUCE, REUSE and
R E C Y C L I N G p o l i c y.
The wastewater generated at each manufacturing location is treated
as per local State Pollution Control Board (SPCB) requirement and
company standards. The wastewater treatment plants are designed
to comply with the company standards as well as the local SPCB
standards.
A s p e r c o m p a n y p o l i c y, w a s t e w a t e r t r e a t m e n t o p e r a t i o n s a r e
required to be equipped with fish pond to demonstrate support of
a q u a t i c l i f e i n c o m p a n y s t r e a t e d w a s t e w a t e r.
3 . AC C O U N T I B I L I T Y
We a r e a c c o u n t a b l e f o r o u r a c t i o n s . T h e C o c a - C o l a C o m p a n y
conducts audits of its environmental, health and safety (EHS)
performance and practices, documents the findings and takes
necessary improvement actions.
E n v i r o n m e n t a l & S a f e t y Au d i t s
4. CITIZENSHIP:
S e e k i n g S u p p o r t O f Al l F o r E f f e c t i n g
Positive Environmental Contribution
We s e e k t o
organizations
We d i r e c t o u r
activities and
contribution.
5. BELIEFS
We a r e a l o c a l e m p l o y e r, w i t h r e s p o n s i b i l i t y t o e n a b l e o u r
people to tap into their full potential; working at their
innovative best and representing the diversity of the world
we serve.
We a r e a n i n v e s t o r i n l o c a l e c o n o m i e s a n d a d r i v e r o f
marketplace innovation, with a responsibility to act as a good
steward of our natural environment.
C o m m i t m e n t To Q u a l i t y : T h e C o c a - C o l a Q u a l i t y S ys t e m i s a
worldwide initiative involving every aspect of their business.
Ever yone who works for or with Coca-Cola is empowered and
expected to maintain the highest standards of quality in products,
processes and relationships. They are never content to let our
standards become static. The Coca-Cola Quality System mandates
in-depth self-assessment throughout their operations, by all their
business units. This enables them to raise
t h e i r s t a n d a r d s e v e n h i g h e r.
In their ingredient evaluation laboratories,
for example, they perform precise analysis
of fruit juices and other ingredients sent to
them by their suppliers, to ensure and to
i m p r o v e p r o d u c t q u a l i t y. T h e i r p r o c e s s e s ,
too, undergo constant
S c r u t i n y, t o s a f e - g u a r d t h e w a t e r t h e y u s e i n t h e i r p r o d u c t s a n d t h e
packaging that carries them to their consumers. They inform and
educate their business partners about their standards, so that they
meet the highest quality requirements. Under the Coca-Cola
Q u a l i t y S ys t e m , q u a l i t y i s t h e i r h i g h e s t b u s i n e s s o b j e c t i v e a n d
their enduring obligation.
M I S S I O N , VI S I O N , VAL U E S & D I V E R S I T Y
Mission
Create consumer products services and communications customers service
and bottling system strateg y process and tools in order to create
competitive advantage and deliver superior value to-Consumers as a
superior beverage experience.
V is i o n
P O RTF O L I O : B r i n g i n g t o t h e w o r l d a p o r t f o l i o o f b e v e r a g e b r a n d s
that anticipate and satisfy peoples Desires and needs.
PARTN E R S : N u r t u r i n g a w i n n i n g n e t w o r k o f p a r t n e r s a n d b u i l d i n g
m u t u a l l o y a l t y.
P L A N E T: B e i n g a r e s p o n s i b l e g l o b a l c i t i z e n t h a t m a k e s a
difference.
Val u e s
We a r e g u i d e d b y s h a r e d v a l u e s t h a t w e w i l l l i v e b y a s a c o m p a n y
and as individuals
A c c o u n t a b i l i t y : " I f i t i s t o b e , i t s u p t o m e "
DIVERSITY
W h e n w e t a l k a b o u t t h e f u t u r e a t T h e C o c a - C o l a C o m p a n y, w e t a l k
about being the preferred beverage company for consumers, the
preferred emplo yer in the labor market, the preferred partner among
our customers and a valued member of every community in which we
operate. These are our aspirations. While not entirely there yet, we
are getting closer - thanks in large part to our ability to
leverage the skills and insights of our diverse global workforce.
The Coca-Cola Company operates in more than 200 countries, and on
a global basis, we have the most inclusive workforce in the world.
Our greatest opportunity is to maximize this asset.
In 2008 we adopted our Manifesto for Growth, a vision for our
C o m p a n y. I b e l i e v e d i v e r s i t y i s a g r e a t e n a b l e r o f o u r f u l f i l l m e n t o f
this vision. I see diversity as a business imperative that will help the
company achieve sustainable growth and be the most respected
company in the world.
LEADERSHIP
E. NEVILLE ISDELL:
Chairman, Board of Directors and Chief Executive Officer of the
C o c a - C o l a C o m p a n y.
Atul Singh
P r e s i d e n t & C h i e f E x e c u t i v e O f f i c e r, C o c a - C o l a I n d i a
Atul Singh is the President & CEO of Coca-Cola India, a responsibility
that he took over on September 1, 2005 after working as the President of
E a s t , C e n t r a l & S o u t h ( E C S ) C h i n a D i v i s i o n o f C o c a - C o l a . At u l i s
responsible for Coca-Colas operations in India, Sri Lanka, Bangladesh,
Bhutan, Nepal and the Maldives.
Under his stewardship, Coca-Cola s business in India has undergone major
transformation and reported eleven consecutive quarters of growth. This is
a r e c o r d f o r t h e c o m p a n y.
Last Quarter of Financial year 2008-09 i.e. Jan-Mar was the most
p r o f i t a b l e o n e f o r t h e c o m p a n y.
A t u l j o i n e d T h e C o c a - C o l a C o m p a n y i n 1 9 9 8 a s Vic e P r e s i d e n t ,
Operations of Coca-Cola, India Division. He led the Franchise Operations
a n d K e y Ac c o u n t s g r o u p o f t h e I n d i a D i v i s i o n f r o m 1 9 9 8 t o 2 0 0 1 .
Atul then moved to China for his stint as Region Manager of East China,
China Division and later became the President of the ECS, China
D i v i s i o n . T h e D i v i s i o n c o n s i s t e d o f S h a n g h a i , t h e S w i r e Ter r i t o r i e s o f
C h i n a , H o n g K o n g a n d Tai w a n . Ad d i t i o n a l l y,
Atul was also responsible for the global and strategic Key Customer
Relationships for Greater China and was a member of the Customer
L e a d e r s h i p C o u n c i l . P r i o r t o t h i s , At u l s e r v e d a s D e p u t y D i v i s i o n
President and headed the Operations group of China Division.
Under his leadership, mainland China operations were among the fastest
growing Coca-Cola businesses.
Prior to joining Coca-Cola,
Atul worked with The Colgate Palmolive Compan y for 10 years and held
s e v e r a l r o l e s i n c l u d i n g C o u n t r y G e n e r a l M a n a g e r, N i g e r i a ( 1 9 9 5 - 1 9 9 8 ) ,
Finance Director and then Country General Manager, Romania (19921 9 9 5 ) a n d F i n a n c e M a n a g e r, B o d y C a r e D i v i s i o n , U S A ( 1 9 9 0 - 1 9 9 2 ) . P r i o r
t o C o l g a t e , A t u l w o r k e d a s a n Au d i t o r w i t h P r i c e Wat e r h o u s e i n N e w Yor k .
Atul is currentl y the Chair man of American Chamber of Commerce
(AMCHAM) in India, Chairman of the Environment Committee of
Confederation of Indian Industry (CII) and the Chairman of the Sports
Committee of Federation of Indian Chambers of Commerce and Industry
( F I C C I ) . At u l i s a l s o a m e m b e r o f t h e You n g P r e s i d e n t s O r g a n i z a t i o n , a
global body dedicated to creating Better Leaders through Education and
Idea Exchange .
Atul is a Commerce Graduate from St. Xavier s College, Kolkata and
h o l d s a n M B A d e g r e e f r o m Tex a s C h r i s t i a n U n i v e r s i t y, U S A . H e h a s
t r a v e l e d e x t e n s i v e l y t h r o u g h t h e g l o b e a n d h a s h a d w o r k i n g s t i n t s i n As i a ,
Africa, Europe and North America.
A R O U N D TH E WO R L D
People
T h e C o c a - C o l a C o m p a n y, i n c l u d i n g t h e b o t t l i n g e n t i t i e s t h e y
own, emplo ys approximately 55,000 people. More than 44,000
of those employees work for the Company outside of the United
States.
Planet
Wor k i n g w i t h t h e i r B r a z i l i a n p a r t n e r s , t h e C o m p a n y h a s
launched a program to reduce greenhouse gas emissions by
using alternative fuels. Their bottling partner in Sao Paulo has a
fleet of approximately 140 trucks running on 5 percent biodiesel
( m a d e f o r m c a s t o r b e a n s a n d s o yb e a n s ) .
Portfolio
B o n a q u a B o n a c t i v e l a u n c h e d i n H o n g K o n g i n Ap r i l 2 0 0 5 a n d i s
the first electrolyte replenishment and rehydration casual sports
drink released under the Bonaqua trademark.
Profit
Partners
T H E WO R L D O F C O C A - C O L A
Now Open!
Discover the secret formula to happiness within!
For over 120 years, they've been putting their secret formula into
b o t t l e s . N o w, t h e y ' v e p u t i t a l l i n o n e a m a z i n g p l a c e - - T h e N E W
Wor l d o f C o c a - C o l a .
A t l a n t a ' s n e w, m u s t s e e d e s t i n a t i o n o f f e r s e v e n m o r e y o u m u s t s e e !
From a thrilling, multi-sensory 4-D theater to a gallery dedicated
to Coke and pop culture, around every corner you'll experience
something new and inviting. Meet their 7-foot Coca-Cola polar
b e a r. Tak e y o u r t a s t e b u d s o n a t a n t a l i z i n g t o u r o f u p t o 7 0
different beverage products, or create your own refreshing blend!
Inside, you'll find there's a secret formula to everything we do.
V is i t t h e m a t P e m b e r t o n P l a c e t o d i s c o v e r i t a l l f o r y o u r s e l f .
ORGANISATION CHART
A D VAN C E D S A L E S AN D S E RVI C E S P V T. LTD .
DIRECTOR
SALES
MANAGER
GENERAL
MANAGER
MARKETING
MANAGER
EXECUTIVE
MARKET
DEVLOPER
PROMOTER
PRODUCT RANGE
COKE:
T h e w o r l d s f a v o r i t e d r i n k . T h e w o r l d s m o s t v a l u a b l e b r a n d . T h e
most recognizable word across the world after OK.
Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest
m a n u f a c t u r e r, m a r k e t e r a n d d i s t r i b u t o r o f n o n - a l c o h o l i c b e v e r a g e s
in the world. In India, Coca-Cola was the leading soft drink till
T H U M S U P : S t r o n g c o l a Tas t e , E x c i t i n g P e r s o n a l i t y
Thums Up is a leading carbonated soft drink and most trusted
brand in India. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993. Thums Up is known
for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the man
f r o m t h e b o ys .
FAN TA:
I n t e r n a t i o n a l l y, F a n t a T h e o r a n g e d r i n k o f T h e C o c a - C o l a
C o m p a n y, i s s e e n a s o n e o f t h e f a v o r i t e d r i n k s s i n c e 1 9 4 0 s. F a n t a
entered the Indian market in the year 1993. Over the years Fanta
has occupied a strong market place and is identified as The Fun
Catalyst. Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just
uplifts feelings but also helps free spirit thus encouraging one to
indulge in the moment. This positive imagery is associated with
h a p p y, c h e e r f u l a n d s p e c i a l t i m e s w i t h f r i e n d s .
LIMCA:
Lime n Lemoni Limca, the drink that can cast a tangy refreshing
spell on anyone, anywhere. Born in 1971, Limca has been the original
thirst choice, of millions of consumers for over 3 decades. The brand
has been displaying health y volume growths year on year and Limca
c o n t i n u e s t o b e t h e l e a d i n g f l a v o u r s s o f t d r i n k i n t h e c o u n t r y. T h e
sharp fizz and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously
strengthened the brand franchise. Limca energizes refreshes and
transforms. Dive into the zingy refreshment of Limca and walk away a
new person
SPRITE:
Wor l d w i d e S p r i t e i s r a n k e d a s t h e N o . 4 s o f t d r i n k a n d s o l d i n m o r e
than 190 countries. In India, Sprite was launched in year 1999 and
today it has grown to be one of the fastest growing soft drinks,
l e a d i n g t h e c l e a r l i m e c a t e g o r y. Tod a y S p r i t e i s p e r c e i v e d a s a
y o u t h i c o n . W h y?
W it h a s t r o n g a p p e a l t o t h e y o u t h , S p r i t e h a s s t o o d f o r a s t r a i g h t
f o r w a r d a n d h o n e s t a t t i t u d e . I t s c l e a r c r i s p r e f r e s h h i n g e t a s t e
e n c o u r a g e s t h e t o d a y s y o u t h t o t r u s t t h e i r i n s t i n c t s , i n f l u e n c e
them to be true to who they are and to obey their thirst.
MAAZA:
Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the
y e a r. I n 1 9 9 3 , M a a z a w a s a c q u i r e d b y C o c a - C o l a I n d i a . M a a z a
c u r r e n t l y d o m i n a t e s t h e f r u i t d r i n k c a t e g o r y. O v e r t h e y e a r s , b r a n d
Maaza has become synon ymous with Mango. This has been the
r e s u l t o f s u c h s u c c e s s f u l c a m p a i g n s l i k e Taa z a M a n g o , M a a z a
M a n g o a n d B o t e l M e i n Aa m , M a a z a h a i N a a m . C o n s u m e r s
regard Maaza as wholesome, natural, fun drink which delivers the
real experience of fruit. The current advertising of Maaza positions
is as an enabler of fun friendship moments between moms and kids
as moms trust the brand and the kids love its taste. The campaign
builds on the existing equity of the brand and delivers a relevant
emotional benefit to the moms rightly captured in the tagline
Yaa r i D o s t i Taa z a M a a z a .
K I N L E Y:
Wat e r a t h i r s t q u e n c h e r t h a t r e f r e s h e s , a l i f e g i v i n g f o r c e t h a t
w a s h e s a l l t h e t o x i n s a w a y. A r i t u a l p u r i f i e r t h a t c l e a n s e s , p u r i f i e s ,
t r a n s f o r m s . Wat e r t h e m o s t b a s i c n e e d o f l i f e , t h e v e r y s u s t e n a n c e
of life, a celebration of life itself. The importance of water can
never be understated. Particularly in a nation such as India where
water governs the lives of the millions, be it as part of ever yday
rituals or as the monsoon which gives life to the subcontinent.
Kinley water understands the importance and value of this life
giving force. Kinley water thus promises water that is as pure as it
i s m e a n t t o b e . Wat e r y o u c a n t r u s t t o b e t r u l y s a f e a n d p u r e .
Kinley water comes with the assurance of safety from the CocaC o l a C o m p a n y. T h a t i s w h y c o m p a n y i n t r o d u c e d K i n l e y w i t h
reverse-osmosis along with the latest technology to ensure the
p u r i t y o f t h e p r o d u c t . T h a t s w h y C o c a - C o l a g o e s t h r o u g h r i g o r o u s
testing procedures at each and every location where Kinley is
produced. Because they believe that right to pure, safe drinking
water is fundamental. A universal need, which cannot be left to
chance.
War e h o u s i n g a n d D e l i v e r y :
M A R K E T I N G S T R ATE G Y
1. 7-Step call
ModelOutside signage
To g r e e d t h e c u s t o m e r
War m D i s p l a y
Inside Signage
Cooler purity &merchandising
Order taking and range selling
Giving thanks.
2 . P R O D U C T-
(i)
COCA COLA :-
(ii)
THUMS UP :-
( i i i ) FAN TA O R A N G E & FAN TA AP P L E : It come in many flavours like orange with light content of co 2 that makes
its flavours delicious. It is available in different volumes in market.
200ml glass bottle
300ml glass bottle
600ml pet bottle
2 lt pet bottle
(iv) LIMCA :It has light grey colour with light content of co2 that makes its
f l a v o r s t a s t y. I t i s a v a i l a b l e i n m a r k e t i n f o l l o w i n g p a c k s o f q u a n t i t i e s :
200ml glass bottle
300ml glass bottle
600ml pet bottle
2 lt pet bottle
330ml cane
(V) SPRITE :-
(vii)
MAAZA :It is of yellow colour with decent taste of mango. it does not
contain co2.
250ml glass bottle
200ml tetra pack
600ml pet
1.2 lt pet
(viii)
SODA :-
K I N L E Y WATE R : -
158
168
24
300ml
201
216
24
10
600ml
477
492
24
22
600ml(maaza)
537
552
24
25
600ml(soda)
252
264
24
12
1.2lt(maaza)
489
504
12
48
1.25(fridge
pack)
363
378
12
35
600ml
537
552
24
25
250ml
390
405
30
15
2 lt
444
459
55
plain coke
536
552
24
25
diet coke
536
536
24
25
Tet r a
pack(mazza)
257
272
27
15
1 Ltr kinley
water
128
136
12
13
3. PROMOTION MIX
1. Personal Selling
2. Sales Promotion
4. Publicity
5 . Ad v e r t i s i n g
2. Sales Promotion
For example the BOGOF promotion, or Buy One Get One Free.
Others include coupons, money-off promotions, competitions, free
accessories (such as free blades with a new razor), free installation,
and so on. Each sales promotion should be carefully compared with
the next best alternative.
6 . Ad v e r t i s i n g
Advertising is a 'paid for' communication. It is used to develop
attitudes, create awareness, and transmit information in order to gain
a response from the target market. There are many advertising 'media'
such as newspapers (local, national, free, trade), magazines and
journals, television (local, national, terrestrial, satellite) cinema,
outdoor advertising (such as posters, bus sides).
7. Sponsorship
A D V E RTI S I N G
u s e s a d v e r t i s i n g t o t r i g g e r d e s i r e a s o f t e n a n d i n a s m a n y w a ys a s
possible. throughout the years, slogan of coca- cola have been
memorable. Here are some highlights:
2009:
Aa p M u s k a r a y e n g e t o b u l b u l e g u n g u n a y e n g e
2007:
2005 :
2003 :
2000 :
1993 :
1990 :
1989 :
1986 :
R e d , W h i t e a n d You
1982 :
Coke Is It
1976 :
1971 :
I d L i k e t o B u y t h e Wor l d a C o k e .
1969 :
1963 :
T h i n g s G o B e t t e r Wit h C o k e
1959 :
Be Reality Refreshed
1944 :
1942 :
I t s t h e R e a l T h i n g s
1936 :
I t s t h e R e f r e s h i n g T h i n g To D o
1929 :
MOVIES
SALES PROMOTION
P U S H & P U L L S T R ATE G Y
P U S H S T R ATE G Y:-
Coca cola is using Push strategy in which they use its sales force and
t r a d e p r o m o t i o n m o n e y t o i n d u c e i n t e r m e d i a r i e s t o c a r r y, p r o m o t e a n d s e l l
the product to end users i.e. consumers.
For example-as coca cola is giving free pet bottles and other trade
schemes to distributors, agency owners and retailers.
P U L L S T R ATE G Y:-
Coca-cola is also using Pull strategy in which they are using advertising
and promotion to persuade consumers to ask intermediaries for the
company brand product by this way coca cola inducing customer to order
i t f r o m s h o p k e e p e r.
For example-Coca cola is using flanges, display racks, tier racks,
standees, mobile hangers and visicooler brand strips.
P R O M O T I O N S T R ATE G I E S O F C O C A C O L A
Promotional strategy during IPL matches
Combining this key insight with the passion of T20 cricket, company had
launched a special edition Sprite Kolkata Knight Riders bottle with
insignia of key players. Complimenting the innovation, Sprite was also
r o l l i n g o u t a s p e c i a l K h o l e g a Toh M i l e g a d i g i t a l i n i t i a t i v e i n a s s o c i a t i o n
with KKR and Nokia.In the offer consumers just need to drink Sprite and
look out for a unique 9 digit code under the crown and SMS the code.
Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh
Khan and members of the KKR team. In addition, consumers also get a
c h a n c e t o w i n a N o k i a m o b i l e p h o n e e v e r y h o u r. To c r e a t e a w a r e n e s s
a b o u t K h o l e g a Toh M i l e g a d i g i t a l i n i t i a t i v e , t h e c o m p a n y h a d l a u n c h e d
S AL E S P R O M O T I O N AC T I V I T I E S
Coca-Cola Cricket
Cricket the most sought after; watched & played game in india .the game
of cricket has been owned by various brands in the industry for the
promotion of their products over a period of time. It has ranged from
tobacco to lubricants to communication companies to banks to airlines &
l a t e l y t o t h e b e v e r a g e i n d u s t r y. T h e c o m p e t i t i o n h a s b e c o m e t o u g h e r &
tougher as the time has progressed.
C o c a - C o l a s i g n e d a s p o n s o r s h i p a g r e e m e n t w i t h I P L t e a m o f k i n g s 11
Punjab .
Coca-Cola realizing the fact that cricket is a very strong
element by which it can reach it consumers & masses invested in the
opportunity and launched a massive campaign on mass media showing all
these cricket stars endorsing & complimenting Coca-Cola brand. The
Coca-Cola Company developed three TV commercials & four testimonial
ads with the player & ran them on the national net work during various
cricket matches.
.
Sale Promotion
Scheme
Coke
comes
out
with
the
schemes
on
their
different
p r o d u c t s m a n y t i m e s i n a y e a r. M o s t o f t h e s e s c h e m e s a r e
made to benefit the retailers. Some of the schemes are as
follows:
6 b o t t l e s o f K i n l e y f r e e w i t h o n e p a c k o f K i n l e y.
These
stock.
schemes
keep
on
changing
depending
upon
the
Merchandising assets.
Coca-Cola also try to promote their brands by providing
their retailers and dealers some display items. Some of
such items are as follows:
1. Fridges
2. Coca-Cola/Mazza stands
3. Display bottles
4. Posters
Coca-Cola provide the above things to the retailers to use them in
promoting companies brands and products, and provide refrigerators to the
retailers in the hope that these retailers only use these assets in promoting
t h e C o c a - C o l a s p r o d u c t s a n d t h e y w i l l c h i l l t h e C o c a - C o l a s p r o d u c t s s o
that its products will always be available to the end consumers. But it is
not true in most of the cases. Retailers usually use the merchandising
a s s e t o f o n e c o m p a n y i n s u c h a w a y t h a t i t b e n e f i t s a n o t h e r c o m p a n y.
S o m e t i m e t h e y d o i t u n k n o w i n g l y, s o m e t i m e s t h e y d o i t k n o w i n g l y a n d
sometimes because of the deficiencies of the company
AVAI L A B I LTY
Ava i l a b i l i t y i s d o n e a c c o r d i n g t h e t y p e o f o u t l e t . T h e r e a r e f o u r t y p e o f
o u t l e t m e n t i o n e d b e l o w. Ac c o r d i n g t o t h i s m a r k e t d e v e l o p e r h a s t o e n s u r e
the availability of the products in the particular outlet.
A C T I VATI O N
A c t i v a t i o n i s i m p o r t a n t b e c a u s e i t h e l p s t o b o o s t t h e s a l e s o f t h e c o m p a n y.
i t i s d o n e t h r o u g h t h e G l o w s i g n , S h e l f d i s p l a y, f l a n g e s . C o m b o b o a r d s ,
Tab l e t o p s . T h i s b o a r d s u s u a l l y g i v e s t o t h e E & D o u t l e t s . I t h e l p s t o
attract the customers. Rack with header is provided to the grocery stores.
1 . WA R M D I S P L AY RAC K
2 . S H E L F D I S P L AY
S H E L F D I S P L AY
VISI COOLER
V I S I C O O L E R D I S P L AY
D I S P L AY O F R AC K
Under Coke market developer has to insure that shopkeeper must display
a l l p r o d u c t s . D i s p l a y m a y b e i n t h e f o r m o f S h e l f D i s p l a y, Tab l e Top
D i s p l a y e t c . Al l p r o d u c t s m u s t b e d i s p l a y e d i n b r a n d o r d e r i . e . T h u m s u p ,
Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley
(mineral water & Soda water).
A D V E RTI S E M E N T S AN D D I S P L AYS
* J O D I K H TA H A I V O B I K TA H A I *
Glowing sigh board at prime locations should be put that to not wall
hanging one but standing one.
quality regarding the product could also be mentioned keeping the end
users in mind as:
5.DISTRIBUTION
T h e D i s t r i b u t i o n s ys t e m o f C o c a - c o l a c a n b e u n d e r s t o o d b y f o l l o w i n g .
1 .D.A.S
2. Zero Channel/Milk Run
3. Multi-Level channel
4. HUB-SPOKE Model
5. Fat dealer concept
A D VAN TAG E S 1 . S ys t e m a t i c o p e r a t i o n o f a l l t h e t r a n s a c t i o n .
2. The overall sales record can be detected at one glance.
3. One can find the number of dumping outlet in one
w h o l e d a y.
4. Order can be automatically generated by this SYSTEM.
5. No fear of fraud from distributor side.
D I S A D VAN TAG E S 1. Required highly educated Salesman and employee to
u n d e r s t a n d t h e s ys t e m .
2. Based on PRE-ORDER sale. Whereas coca-cola survive
i n m a r k e t o n b o t h t h e s t r a t e g y i . e . T W O - WAY ( r e a d y w i t h
s t o c k i n m a r k e t ) m a r k e t i n g a n d O N E - WAY m a r k e t i n g .
(Coca-cola Plant)
No intermediaries
Retailer/
Consumer
M U LTI - L E V E L C H A N N E L T h i s c h a n n e l s ys t e m c o m p r i s e s m a n y i n t e r m e d i a r i e s .
(Coca-cola Plant)
Distributor
Retailer
TRUCK
D2 (different
mode of transportation)
D3
D...n (n=1, 2, 3.)
HUB-SPOKES MODELThe hub and spoke model is a system which makes transportation
much more efficient b y greatly simplifying a network of routes . The
concept of HUB-Spokes model has established benchmark in CocaCola Company (in profit point of view). The model is named after a
bicycle wheel, which has a strong central hub with a series of
connecting spokes. The design of a hub and spoke model is highly
efficient for a myriad of reasons. By centralizing control, the
company can afford a smaller staff which concentrates on management
from a central location. There are, of course, disadvantages to a HUB
- S P O K E m o d e l . An y d i s r u p t i o n a t t h e h u b , s u c h a s b a d w e a t h e r o r a
s e c u r i t y p r o b l e m , c a n c r e a t e d e l a ys t h r o u g h o u t t h e s ys t e m . T h e
overall operating efficiency is also limited by the capacity of the hub.
According to this concept the product is directly supplied to its HUB
on some fixed commission and further the product is supplied to its
v a r i o u s S P O K E S ( s t o c k i e s t p o i n t ) o n b i l l i n g p r i c e o f c o m p a n y.
Following are the markets which are run on this model.
FAT D E A L E R -
Consume
r
Fat dealer are those dealer which get the product from distributor and
supply it into its own market. The commission is given to the fat
d e a l e r e q u a l l y a s a d i s t r i b u t o r. T h e c o m m i s s i o n i s d e c i d e d b y t h e
company as Rs.10 per crates. The concept of Fat Dealer can be
understood by following diagram.
(Coca-cola
Plant)
Distributors
FAT
DEALERS
Retaile
rs
M A R K E T S E G M E N TATI O N
Segmentation is the process of dividing or categorizing market
into different groups based on one or more variables. The
segmentation of coca-cola market can be done on following
basis.
2. CHANNEL CLUSTER
( A ) G R O C E RY - o u t l e t p r i m a r i l y e n g a g e d i n
retailing of food &various household items. It includes
Grocers (outlet dealing mainly in grains, provisions,
spices ,edible oils etc ) and General stores (outlet selling
item of day to day requirement& stocking a variety of
branded product)
Consumers
O U T L E T C L A S S I F I C ATI O N
P H Y S I C A L C R ATE S
Diamond
Gold
Silver
Bronze
>800 crates.
500-799 crates
200-499 crates
<200 crates
3.INCOME-(LOCALITY INCOME)(A)
LOW -low income locality is the area which is
f a r a w a y f r o m m a i n c i t y. C o m p a n y t o p m a n a g e m e n t
suggests providing visicooler/chest cooler up to 7
c a s e r o n l y.
(B)
TAR G E T T I N G Tar g e t i n g m e a n s s e l e c t i n g t h e m a r k e t s e g m e n t s , w h i c h c a n b e s e r v e d
e f f i c i e n t l y a n d p r o f i t a b l y. I t i s d e c i d i n g o n m a r k e t c o v e r a g e
strategies. For e.g in INDIA the main target of company is YOUTH
A N D AD U LT.a n d t o s o m e e x t e n t c o n c e n t r a t e d s t r a t e g y i s b e i n g
i m p l e m e n t e d i n I n d i a f o r i t s J U I C E s e g m e n t .
POSITIONINGP o s i t i o n i n g i s a m a r k e t a t t r a c t i o n s t r a t e g y, w h i c h i n v o l v e s p l a c i n g
the product or brand in the minds of the customers in the target
m a r k e t . f o r e x a m p l e c o c a - c o l a h a s p o s i t i o n e d i t s p r o d u c t i n t h e m i n d
of customer/user by various method
identifying the differences of the offer vis-a-vis competitors offers.
Selecting the differences that have greater competitive advantage
communicating such advantage effectively to the target audience.
E . g b y U s i n g S TAR C E L E B R E T I E S .
PAC K A G I N G P a c k a g i n g i s a n Ar t , s c i e n c e a n d t e c h n o l o g y o f
preparing goods for Market and sale.
It is a means of:
Product Handling
Product Integrity and
Brand presentation.
Packaging
RGB
CANN
Tetra-pack
PET
H O R I Z O N TAL AN D V E RTI C A L E X PAN S I O N Horizontal expansion can be explained as adding the new outlets into
c e r t a i n a r e a . W h e r e a s v e r t i c a l e x p a n s i o n i s To i n c r e a s e t h e v o l u m e o f
e x i s t i n g o u t l e t b y o f f e r i n g v a r i o u s s c h e m e s a n d o f f e r.L a s t y e a r t h e
c o m p a n y m a i n t a r g e t w a s Ver t i c a l e x p a n s i o n a n d l a s t y e a r ( M a y 2 0 0 9 )
It was proposed by some top managers to do a research on horizontal
expansion, the result was amazing and the profitibility % of
h o r i z o n t a l e x p a n s i o n w a s m o r e t h a n t h e Ver t i c a l e x p a n s i o n , T h e r e f o r e
the cuurent target of Hindustan Coca-cola is to more concentration
o n H O R I Z O N TAL E X PAN S I O N .
A D VAN TAG E S O F H O R Z O N TAL E X PAN S I O N - T h e a d v a n t a g e s o f
Horizontal expansion can be Summarises as following.
1 . M a x i m i s a t i o n i n R e a c h i b i l i t y.
2.The profitibility of company increases over time.
3 . B y I m p l e m e n t i n g t h i s s t r a t e g y t h e c o m p a n y c a n b e a t i t s M a i n
c o m p e t i t o r.
4.The Secondary volume can be Increased.
5.The strategic advantage of Horizontal expansion is to concentrate
m o r e u p o n t h e v o l u m e o f c o m p a n y.
I t s m y g r a t i t u d e t o w o r k w i t h C o c a C o l a C o m p a n y e s p e c i a l l y i n
marketing department. I have been placed their in sales and distribution
department for my internship. The research work was not so easy as Coca
C o l a i s v e r y s t r i c t i n t h e i r m a r k e t i n g p o l i c y.
In the beginning the main reason for conducting this study was to know
the proper allocation of distribution to the suppliers and also to know
about the products sales.
F u r t h e r, i t i s t o u n d e r s t a n d t h e a v a i l a b i l i t y o f t h e p r o d u c t a n d t o c h e c k o u t
that there is the proper advertising of the product and also to know the
w o r k i n g c o n d i t i o n o f t h e v i s i c o o l e r p r o v i d e d b y t h e c o m p a n y.
Also to know the various scheme provided by the Coca Cola is really
a p p l i e d i n t h e m a r k e t o r n o t . An d t o c o m p a r e t h e s c h e m e s w i t h P e p s i
products.
In cold drink industry as there are two major players and both coming up
with new strategies competition is the most obvious result. Therefore to
find out the position of Coca Cola, first hand information is required and
o n e c a n n o t r e l y o n s e c o n d a r y s o u r c e s c o m p l e t e l y, s o t h e s u r v e y h a s t o b e
conducted for collection of primary data from retail outlets, rather from
retailers. While collecting data, I came across many problems:
Ever yone was not read y to tell as to how man y crates they sell
t h r o u g h o u t t h e y e a r.
most
of
the
retailers
were
not
ready
to
answer
the
entire
WHAT
DOES
COMPANY
EXPECTS
TO
DO
BY
RESEARCH PROBLEM
The Project is undertaken to analysis the sales and distribution operation of coca-cola in
lucknow.
RESEARCH OBJECTIVE
1.
To k n o w t h e g a p b e t w e e n d e m a n d a n d s u p p l y.
2.
To k n o w t h e p r o b l e m i n d i s t r i b u t i o n o f C o c a C o l a .
3.
4.
To c h e c k t h e a v a i l a b i l i t y o f t h e v i s i c o o l e r p r o v i d e d b y t h e
company to the retail outlets for their products.
To c h e c k t h e a c t i v a t i o n i n v a r i o u s o u t l e t s .
5.
To c h e c k t h e b r a n d i n g o r d e r o f t h e v a r i o u s p r o d u c t s i n t h e
c o o l e r.
6.
To f i n d o u t w a ys t o i n c r e a s e t h e m a r k e t s h a r e o f C O C A - C O L A
in the BEVERAGES business.
7.
To i d e n t i f y t h e r e g i o n s w h e r e C O C A - C O L A n e e d s t o i m p r o v e
to gain a higher market share.
8.
To a s s e s s t h e o r g a n i z a t i o n s p e r c e i v e d p o s i t i o n i n t h e s e r v i c e
market place.
9.
To a s s e s s t h e o r g a n i z a t i o n s m a r k e t p e r c e p t i o n a s c o m p a r e d t o
the competitors.
10.
To i d e n t i f y t h e p r i n c i p a l c h a r a c t e r i s t i c s t h a t d i f f e r e n t i a t e s t h e
organization.
11.
To g a i n a b e t t e r u n d e r s t a n d i n g o f t h e o v e r a l l s t r u c t u r e o f t h e
market place
12.
To c r e a t e b r a n d a w a r e n e s s o f t h e b r a n d .
13.
To p r o m o t e t h e c o k e p r o d u c t i n t h e m a r k e t o f l u c k n o w.
14.
To f i n d o u t t h e p r e s e n t s a l e s s t a t u s o f T h u m s U p , C o k e , S p r i t e ,
Limca, Fanta ,Maaza at the retail outlets in the area
15.
To e n s u r e t h e a v a i l a b i l i t y a n d v i s i b i l i t y o f t h e p r o d u c t .
16.
To a n a l y z e t h e e f f e c t o f s c h e m e
A C T I VATI O N
A c t i v a t i o n i s i m p o r t a n t b e c a u s e i t h e l p s t o b o o s t t h e s a l e s o f t h e c o m p a n y.
i t i s d o n e t h r o u g h t h e G l o w s i g n , S h e l f d i s p l a y, f l a n g e s . C o m b o b o a r d s ,
Tab l e t o p s . T h i s b o a r d s u s u a l l y g i v e s t o t h e E & D o u t l e t s . I t h e l p s t o
attract the customers. Rack with header is provided to the grocery stores.
CHOICE
OF
RESEARCH
DESIGN
AND
ALTERNATIVES
Research design is the conceptual structure within which research is
conducted. It constitutes the blue print for the collection, measurement
and analysis of data. Research design is purely and simply the framework
t o e n s u r e t h a t t h e r e q u i r e d d a t a a r e c o l l e c t e d a c c u r a t e l y a n d e c o n o m i c a l l y.
A good research design has following characteristics:
Problem Definition
I h a v e u s e d E x p l o r a t o r y R e s e a r c h D e s i g n f o r m y s t u d y. T h e r e a s o n f o r
using this design is that there is a less experience and knowledge about
the market and the main emphasis during the research was to discover
ideas regarding awareness level of people, therefore I wanted to use a
design which is flexible. Exploratory Research Design was perfect for
such research and it provided me the opportunity for considering various
o t h e r a s p e c t s r e l a t e d t o m y s t u d y.
Research Methodology
Typ e o f R e s e a r c h
Method of Research
Sampling method
judgmental Sampling
Sample Unit
Sample Size
Outlets
250
Observation
Experiment
Survey
2 . S e c o n d a r y D a t a : D a t a c o l l e c t e d f r o m t h e o r g a n i z a t i o n s w e b s i t e
Research Instruments-
A r e a o f S u r v e y- L u c k n o w
Research design
A descriptive research design has been chosen to study the execution of
d e e p r e d i n k e y a / c i n L u c k n o w c i t y. T h e r e a s o n s f o r c h o s e n d e s c r i p t i v e
research design are:
To d e s c r i b e t h e e x t e n t o f a s s o c i a t i o n b e t w e e n t h e v a r i a b l e s u n d e r
consideration.
Research
design
was
pre-planned
and
Sampling plan
Sampling unit - Owners of the retail outlets.
Sampling size- 250 outlets
Sampling procedure-Random sampling
Sampling method- Retailers survey
Var i a b l e s o f t h e s t u d y
Outlets
C o m p a n y s n o r m s
M e t h o d Ad o p t e d f o r D a t a An a l y s i s
The data analysis is done through the following:
Pie Charts
structured.
T h e p r o j e c t i s c o n d u c t e d i n L u c k n o w, s o i t i s n o t p o s s i b l e t o d r a w
correct picture of overall performance.
The retailers may or may not reveal the true expected sales
figures .
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.
SAMPLE PROFILE
T h e s t u d y i s c o n d u c t e d i n L u c k n o w. F o r t h e p u r p o s e o f s t u d y, a s a m p l e
size of 250 numbers of outlets was taken. Judgmental sampling method
h a s b e e n u s e d f o r t h e p r e s e n t s t u d y.
1) Outlet type
a) E&D
b) grocery
c) convenience
6%
30%
E&D
grocery
convenience
64%
I n f e ren c e :
64% outlets are convenience store, 30% are under the grocery and remain
under 6% are E&D.
2) Class of outlets
a) Diamond
b) Gold
C) Silver
) Bronze
8%
36%
22%
diamond
sliver
gold
bronze
34%
I n f e ren c e :
36% market cover under the diamond categories where as remaining
3 4 % , 2 2 % , 8 % a r e u n d e r s i l v e r, g o l d , b r o n z e r e s p e c t i v e l y.
3 ) Vis i - c o o l e r s i z e
a) 7 visi
b) 9 visi
c) 13 visi
d) 20 visi
4%
16%
7 visi
9 visi
13 visi
50%
20 visi
30%
I n f e ren c e :
50% of outlets are having 7vc, 30% of the total outlets having 9vc,16%
outlets have 13vc,and 4% outlets have 20vc.
4) Maaza
5) Fanta
6) Limca
8%
6%
26%
10%
thums-up coca-cola sprite mazza limca fanta
24%
26%
I n f e ren c e :
Coca-cola and thums-up are market leader whose market share is 26 % each and the market
share of remaining brands of coca-cola is 24% sprite,10% mazza,8% limica,and 6% fanta.
24%
activated
Not activated
76%
I n f e ren c e :
76% outlet from the sample of 250 outlets which have sufficient
activation elements but remaining 24% outlets are not fully activated.
6 ) N u m b e r o f o u t l e t s f o l l o w i n g b r a n d o r d e r.
a) Following
b) not following
32%
following
not following
68%
I n f e ren c e :
In our study it is revealed that, 68 %from the selected outlet follow the
B r a n d O r d e r b u t r e m a i n i n g 3 2 % a r e n o t f o l l o w i n g t h e b r a n d o r d e r.
7 ) N u m b e r o f o u t l e t s h a v i n g p u r i t y.
a) Purity
b) Not purity
30%
purity
not purity
70%
I n f e ren c e :
70% of visited outlet, visi-cooler are pure i.e. in visi-cooler only the
product of Coco cola are placed and 30% of outlets dont keep visi-cooler
pure.
20%
yes
no
80%
I n f e ren c e :
80% of visi-cooler are at prime position where consumer can see our
product and choose as per there need.
9 ) R e t a i l e r s g e t r i g h t s c h e m e t h a t i s p r o v i d e d b y t h e c o m p a n y.
a ) Yes
b) no
24%
yes
no
76%
I n f e ren c e :
76% outlets gets right scheme and the remaining 24% outlets do not get
right scheme.
b) no
34%
yes
no
66%
I n f e ren c e :
66% outlets get order on time and remaining 34% outlets do not get order
on time.
Later stage:
This stage involves evolution and analysis of sales and distribution of
coca-cola on the basis of surveyed data.
STRENGTHS
Strong brand name.
Effective and efficient management.
Adaptability with changing market trend and demand.
S t r o n g m a r k e t s t r a t e g y.
Strong distribution channels.
WEAKNESS
Lack of proper sales man training.
Problem in the frequency of the delivery of goods
OPPORTUINITIES
Diversification of juice products.
W it h g r o w i n g j u i c e m a r k e t s o h a n d s o m e o p p o r t u n i t y t o i n c r e a s e s a l e
and capture market.
THREATS
FINDINGS
V is i c o o l e r s a r e n o t p l a c e d a t t h e i r P r i m e l o c a t i o n s i n m a n y o u t l e t s .
M a n y o u t l e t s o w n e r s d o n o t f o l l o w t h e b r a n d o r d e r.
Many outlets owners have complain that company does not change
expired bottles.
N o d e m a n d f u l f i l l m e n t o f t h e r e t a i l e r s b y t h e d i s t r i b u t e r.
FACTS
C o c a c o l a i s t h e m a r k e t l e a d e r a n d P e p s i i s t h e m a r k e t c h a l l e n g e r.
T h u m s u p a n d c o k e h a s t h e h i g h e s t s a l e s f r o m t h e C o c a c o l a s s i d e
and from the Pepsis side mountain Dew has the highest sales.
Sprite has the fastest grownup brand in the clear lime segment in
the recent years.
In the off season when the sale is reduced retailers want more
schemes.
Minute maid has not getting good response from the market.
SUGESSTIONS
We c a n p r o v i d e t h e m b e a u t i f u l d i s p l a y r a c k s , t a b l e m a t s , m e n u - c a r d s
e t c c o n t a i n i n g t h e t r a d e m a r k a n d b r a n d n a m e o f t h e c o m p a n y.
Annexure
Q u e s t i o n n a i re
Outlet name.. Location..Contact person.
Contact no.
1) Outlet type
a) E&D
b) grocery
c) convenience
2) Class of outlets
a) Diamond
b) Gold
C) Silver ) Bronze
3 ) Vis i - c o o l e r s i z e
a) 7 visi
b) 9 visi
c) 11 visi
d) 20 visi
4) Leading brand of coca-cola.
1) Coca-cola
4) Maaza
2) Thums-up
5) Fanta
3) Sprite
6) Limca
5) Number of outlets need activation eliment.
a ) Ac t i v a t e d
b) Not activated
6 ) N u m b e r o f o u t l e t s f o l l o w i n g b r a n d o r d e r.
a) Following
b) not following
7 ) N u m b e r o f o u t l e t s h a v i n g p u r i t y.
a) Purity
b) Not purity
8) Number of outlets located prime position.
a) yes
b) No
9 ) R e t a i l e r s g e t r i g h t s c h e m e t h a t i s p r o v i d e d b y t h e c o m p a n y.
a ) Yes
b) no
10) Delivery gap
a ) Yes
b) no
11) If any suggestion..............................
BIBLIOGRAPHY
Books
Marketing Management: -
By Philip Kotler
Research Methodology
Methods
: -
and
Tec h n i q u e
by C.R. Kothari
Web s i t e s
w w w.c o c a c o l a i n d i a . c o m
w w w.m y e n j o y z o n e . c o m
w w w.f n b n e w s . c o m
w w w.m a g i n d i a . c o m
w w w.i n d i a i n d u s t r y p r o f i l e s . c o m
w w w.g o o g l e . c o m