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HINDUSTAN COCA-COLA BEVERAGES

PRIVATE LIMITED

PROJECT REPORT
ON

NEW PRODUCT DEVELOPMENT

in

A report submitted towards the partial fulfillment of the requirements of the


two years full-time PGDM (Marketing)

Submitted by:

ABHISHEK TIBREWAL

PGDM (Marketing)

Session :( 2009-2011)

SBS.No. - 945936

SINHGAD BUSINESS SCHOOL,PUNE

1
DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “NEW
PRODUCT DEVELOPMENT” written and submitted by me to the
Sinhgad Business School, Pune in partial fulfilment of the requirements
for the award of degree of PGDM(marketing) under the guidance of
Siddharth Sharma is my original work and the conclusions drawn therein
are based on the material collected by myself.

Place : Patna Abhishek Tibrewal

Date: Research Student

2
GUIDE’S CERTIFICATE

CERTIFICATE

This is to certify that the Project Report entitled “ NEW PRODUCT


DEVELOPMENT” which is being submitted herewith for the award of
the degree of PGDM (Marketing), Pune is the result of the original
research work completed by Mr Abhishek Tibrewal under my
supervision and guidance and to the best of my knowledge and belief the
work embodied in this Project Report has not formed earlier the basis for
the award of any degree or similar title of this or any other University or
examining body.

Place : Pune Siddharth Sharma

Date:

3
CONTENTS

Page No

I) ACKNOWLEDGMENT 5

II) INTRODUCTION : 6

3.1 RATIONALE OF STUDY 7


3.2 OBJECTIVES OF STUDY 8
3.3 SCOPE OF STUDY 8
3.4 SIGNIFICANCE OF STUDY 9

III) PROFILE OF THE COMPANY

4.1 HISTORY OF COCA COLA 10


4.2 CORPORATE SOCIAL RESPOSIBLITY 16
4.3 COKE IN INDIA 17
4.4 INDUSTRY PROFILE 19
4.5 THE COCA-COLA'S PATNA PLANT 23
4.6 MISSION, VISION AND VALUES 29

IV) PRODUCT PROFILE 32


ORGANIZATIONAL STRUCTURE 36
SWOT ANALYSIS 39

V) RESEARCH METHODOLGY

6.1 DATA SAMPLING 43


6.2 METHOD OF DATA COLLECTION 43
6.3 KEY CONCEPTS 46

VI) DATA ANALYSIS AND FINDINGS 50

VII) LIMITATION 56
SUGGESTIONS 56
CONCLUSION 59

BIBLIOGRAPHY : 60
ANNEXURE
61

4
ACKNOWLEDGEMENT

I wish to express our gratitude to Hindustan Coca-Cola Beverages


Private Limited, management for giving us an opportunity to be a part of
their esteem organization and enhance my knowledge by granting
permission to do our summer training project under their guidance.

I am grateful to Mr. Siddharth Sharma , Mr. Supratho Acharya (Area Sales


Manager), Surojeet Majumdar (Sales Executive) , for their invaluable
guidance and cooperation during the course of the project. They provided
me with their assistance and support whenever needed that has been
instrumental in completion of this project.

The learning during the project was immense & invaluable. My work
basically included the study of various ways for developing marketing
strategies for the company. The present report is an amalgamation of my
thoughts and my efforts to study the various ways of developing the
marketing strategies for the company. Further a detailed study has been done
in order to suggest the company the feasible strategies that would enhance
its market share.

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INTRODUCTION

The Project “New Product Development- Nimbu Fresh” is designed on


the lines of basic investment decisions to be taken by the senior officials of
Coca Cola for the purpose of amendments in the pre-existing distribution
network in order to review and strengthen the routes. The findings of the
project are very crucial for the increment of the market share of Cola Cola in
Patna.

Though the process is an ongoing one but the decisions have to be taken on
a strong base, supported by facts and figures and that too on papers. This
support can only be provided with the help of an extensive and through
analysis of the market and the data collected thereof.

The Area Sales Manager who was the lead or the project head delivered the
objectives of the project to us expressly and we had to stay with the maket
developers and help them in their workings as well as analyze the market for
Nimbu Fresh. We had to submit the day report to him. He was the in charge
of the project and gave guidelines and directions to approach the project.

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RATIONALE OF THE RESEARCH

Sales and distribution is an integral part of marketing. Here, Coca Cola the
leading brand in soft drinks worldwide. Coke has maintained its brand image
with high precision. The marketing strategy of Coke is very stringent than
others. The main features in their marketing by their offerings and its sales
and distribution.

It’s my gratitude to work with Coca Cola company specially in marketing


department. I have been placed their in sales and distribution department for
my internship to study the distribution of newly launched MINUTE MAID
NIMBU FRESH. The research work was not so easy as Coca Cola is very
strict in their marketing policy.

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.

Further, it is to understand the availability of the product and to check out


that there is the proper advertising of the product ..

Also to know whether the retailers stock the product in coolers.

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OBJECTIVES OF STUDY

 The main objective of this project is to increase the Study the


distribution of Nimbu fresh in patna.
 To find out whether the product is advertised adequately.
 To find out the average sales of nimbu fresh at the retail outlets in the
area.
 To ensure the availability and visibility of the product.
 To analyze the work of the market developer.

SCOPE OF THE STUDY

 By this study company can know its actual status of the distribution.
 This study helps the company to know their actual position in the
market.
 This study ensures the availability of the product in the market.
 The study helps to find out the problem of the counter and to find out
the requirement for more sales.
 This research also aims at finding out the visibility of the product.

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SIGNIFICANCE OF THE STUDY

 This project is helpful to find out the sale trends of the coke products
and its effect on consumer value and satisfaction.

 This study provides an insight to the company that what kind of


strategy must be adopted in order to increase the sales and
satisfaction o the consumer.

 This project directly deals with the interaction of different kind of


people.

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COMPANY PROFILE :

HISTORY OF COCACOLA

The world has changed in many ways since pharmacist, John Styth

Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. The name and the product mean so many things to hundreds of
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Millions of consumers around the globe. Coca-Cola products are served

more than 705 million times every day, quenching the thirsts of consumers

in more than 195 countries in every climate. That's a long way to come after

such a modest beginning...

May - Pemberton concocted a caramel-colored syrup in a three-legged

1886 brass kettle in his backyard. He first "distributed" the new product by

carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For

five cents, consumers could enjoy a glass of Coca-Cola at the soda

fountain. Whether by design or accident, carbonated water was

teamed with the new syrup, producing a drink that was proclaimed

"Delicious and Refreshing." Dr. Pemberton's partner and

bookkeeper, Frank M. Robinson, suggested the name and penned, in

the unique flowing script that is famous worldwide today, "

".
1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr.

Pemberton sold 25 gallons of syrup, shipped in bright red wooden

kegs. Red has been a distinctive color associated with the No. 1 soft

drink brand ever since.


1891 - Atlanta entrepreneur Asa G. Candler had acquired complete

ownership of the Coca-Cola business for $2,300. Pemberton was

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forced to sell because he was in a state of poor health and was in

debt. Within four years, Candler's merchandising flair helped expand

consumption of Coca-Cola to every state and territory.


1893 - In January "Coca-Cola" was registered in the U.S. Patent office.
1917 - 3 Million Coke's sold per day. " " is the worlds most

recognized trademark.
1919 - The Coca-Cola Company was sold to a group of investors for $25

million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest

Woodruff for 25 million dollars. He gave Coca-Cola to his son,

Robert Woodruff, who would be president for six decades.


Woodruff's leadership took the business to unrivaled heights of commercial

success, making Coca-Cola an institution the world over.

During the Woodruff era, Mr. Woodruff made a promise to the armed

forces of the United States to supply Coca-Cola to every serviceperson. He

said that costs and location did not matter; he supplied 5 billion bottles to

the service.

1925 - 6 Million Coke's sold per day.


1927 - The first Coca-Cola radio advertisement.
1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1943 On June 29, an urgent cablegram arrived from General Dwight

Eisenhower's Allied Headquarters in North Africa, requesting 10

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Coca-Cola bottling plants to serve American servicemen overseas.

Eventually, 64 plants were set up during WWII.


1950 - Advertising on on the television began. Currently Coca-Cola is

advertised on over five hundred TV channels around the world.


1961 - Sprite was introduced.
1971 - The song "I'd like to Buy the World a Coke" was released.
1978 - The two liter bottle was introduced, and during that same year the

company also introduced plastic bottles


1982 - Diet Coke was introduced in July.
1985 - The Coca-Cola Company made what has been known as one of the

biggest marketing blunder. They stumbled onto a new formula in

efforts to produce diet Coke. They put forth 4 million dollars of

research to come up with the new formula.


The new formula was a sweeter variation with less tang, it was also slightly

smoother. The factor that influenced the change was that Coke's market

share fell 2.5 percent in four years. Each percentage point lost or gain meant

200 million dollars. This was the first flavor change since the existence of

the Coca-Cola company. The change was announced April 23, 1985 at the

Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and

newspaper reporters attended this very glitzy announcement.

The change to the world's best selling soft drink was heard by 81 percent of

the United States population within twenty-four hours of the announcement.

Within a week of the change, one thousand calls a day were flooding the
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company's eight hundred number. Most of the callers were shocked and/or

outraged, many said that they were considering switching to Pepsi. Within

six weeks, the eight hundred number was being jammed by six thousand

calls a day. The company also fielded over forty thousand letters, which

were all answered and each person got a coupon for the new Coke. Many

American consumers of Coca-Cola asked if they would have the final say.

When Pepsi heard that the Coca-Cola company was changing its secret

formula they said that it was a decision that Pepsi tastes better. Roger

Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major

newspaper in the U.S. to declare the victory.

Coca-Cola management had to decide: Do nothing or "buy the world a new

Coke". They decided to develop the new formula.

1985 - July 10, eighty-seven days after the new Coke was introduced, the

old Coke was brought back in addition to the new one. This was

greatly due to dropping market share and consumer protest. The

market share fell from a high of 15 percent to a low of 1.4 percent.

This was said to be a classic marketing retreat. Coca-Cola executives

admitted that they had goofed by taking the old Coke off the market.

The Coca-Cola company's eight hundred number received eighteen

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thousand calls of gratitude. The comeback of old Coke drove stock

prices to the highest level in twelve years. This was said to be the

only way to regain the lead on the cola wars.


1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.
1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of

Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of

the Olympics.

CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of

Atlanta. They accomplish this through scholarships, hotlines, donations and

contributions. Another large accomplishment that the Coca-Cola has, is

being the first company to make and use recycled plastic bottles.

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COKE IN INDIA

Despite the formidable track of its parent $18 billion giant in Atlanta

USA.Coke India record 1800 crore soft drink makers is prominent.Cocacola

entered in India market after 16 years from Hathras Dec 1993.Cocacola

became the undisputed leader of the Indian soft drink market because of

their aquiring rights of Ramesh Chauhan aerated Parle drinks with one

stroke of pen and a bill of 140 crore, coke picked by five brands Thums up,

limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup

alone accounting for 56% then 650 crore segment.

BENCHMARK

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 Cocacola ranks no.1 brand in the world by the business world survey

followed by companies like Microsoft and IBM.

 Cocacola is the market leader in the whole world in beverage industry.

 Business week magazine ranks Cocacola on 4th position in Indian

FMCG industry.

 Cocacola enjoys approx 60% market share in Indian beverage

industry.

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INDUSTRIAL PROFILE

SOFT DRINKS INDUSTRY IN INDIA

BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

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Since the early 1990’s Coca-Cola Corporation and PepsiCo have been

combating on what is known as the “Beverage Battlefield” in India. Today

India is one of the most sought after countries for foreign investments

because of their continually growing market opportunities. However during

Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both

companies encountered several obstructions on their pursuits of conquering

the Indian soft drink market.

INITIAL DIFFICULTIES

From a historical standpoint, Coca-Cola and Pepsi were facing

obstructions even before entering the market in the late 1980’s. Coca-Cola’s

past venture in India had ended on bad terms with the Indian government

when they refused to offer up their trade secrets. During the absence of

foreign investment in the soft drink industry in India a local company, Parle,

became the market leader. Parle invested a great deal into their leading

brand, Thums Up, and played a dominant role in the soft drink industry until

the liberalization of the Indian economy in 1991. After this time many of the

political and legal obstacles facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES

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Other political challenges hindered the success of Coca-Cola and

Pepsi in India as well. In 2003, when the United States and Britain invaded

Iraq, the All-India Anti-Imperialist Forum called a boycott on goods from

America and India. Indian’s protested American companies for the war and

specifically targeted Coca-Cola and Pepsi products. While the war was

beyond control for these two companies, management perhaps could’ve

done more to not only attempt to predict the backlash from Indian

consumers due to the war, but also could’ve created advertisement

campaigns to address the situation.

While political and legal factors produced problems for Coca-Cola

and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that

situation from happening. Both companies heavily participated in the

cultural festival of Navratri in western India to promote their products and

create brand awareness in a culturally traditional setting. The companies also

produced television and print advertisements that linked important Indian

themes to their products by “building a connect using the relevant local

idioms” Coca-Cola and Pepsi both utilized popular Indian sporting events,

athletes, and celebrities to endorse their products. Both companies could’ve

made the mistake of using American celebrities or already made American

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commercials to advertise their products in India, but instead made the right

move by making advertisements to specifically target their foreign market.

PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by adapting to

cultural barriers in India. One such barrier was the affordability of products

for Indians. Because India is a country where people are known to live on

very little a day, the idea of getting people to spend what little they have on

a soft drink could be quite a stretch. However Coca-Cola India went with an

aggressive pricing policy and reduced the price of their soft drinks in 2003

from 15% to 25% nationwide. To compete competitively in the market,

Pepsi reduced their prices as well. This move allowed both companies to

offer products that were affordable to the target market in India but also

encouraged more Indians to consume Pepsi and Coca-Cola products.

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Both companies also created smaller sized bottles to allow for lower

prices for Indian consumers. Coca-Cola and Pepsi created bottles ranging in

size from 200 ml to 500 ml to adapt to cultural needs and increase their

sales. By offering smaller sized bottles many consumers also increased the

frequency in which they were purchasing the soft drinks.

THE COCA-COLA'S PATNA PLANT


Coke begins its operation on 4th Sept. 1998 by taking over the franchise
bottler.

It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of


1.75 acres and houses most sophisticated machinery to produce coca-cola
and many other brands marketed by the company.
The plant can produce around 24000 cases of soft drinks per day and
employees 113 workers to do the same.
MANUFACTURING UNIT OF HCCBPL (PATNA)

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BUSINESS PLAN MODEL

DISTRIBUTION NETWORK
HCCBPL has a wide and well managed network of salesmen appointed for
taking up the responsibility of distribution of products to diverse parts of the
cities. The distribution channels are constructed in such a way that the

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demand of customers is fulfilled at the right place and the right time when it
is needed by them.

Coca-Cola India
division, Manufactures
Gurgaon Concentrate, Beverage
base and Syrup

Regional Bottlers Manufactures finished


COBO/FOBO Bottles/Cans/Fountain
Syrup

Customers

Consumers

A typical distribution chain at HCCBPL would be:


Production --- Plant Warehouse --- Depot Warehouse --- Distribution
Warehouse --- Retail Stock --- Retail Shelf --- Consumer
The customers of the Company are divided into different categories and
different routes, and every salesman is assigned to one particular route,
which is to be followed by him on a daily basis. A detailed and well
organized distribution system contributes to the efficiency of the salesmen.
It also leads to low costs, higher sales and higher efficiency thereby leading
to higher profits to the firm.

DISTRIBUTION ROUTES
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The various routes formulated by HCCBPL for distribution of products are
as follows:

• Key Accounts: The customers in this category collectively contribute


a large chunk of the total sales of the Company. It basically consists of
organizations that buy large quantities of a product in one single
transaction. The Company provides goods to these customers on
credit, payments being made by them after a certain period of time i.e.
either a month of half a month.
Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

• Future Consumption: This route consists of outlets of Coca-Cola


products, wherein a considerable amount of stock is kept in order to
use for future consumption. The stock does not exhaust within a day
or two, instead as and when required stocks are stacked up by them
so as to avoid shortage or non-availability of the product.
Examples: Departmental stores, Super markets etc.

• Immediate Consumption: The outlets in this route are those which


require stocks on a daily basis. The stocks of products in these
outlets are not stored for future use instead, are exhausted on the
same day and might run a little into the next day i.e. the products are
consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions
etc.

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• General: Under this route, all the outlets that come in a particular
area or an area along with its neighboring areas are catered to. The
consumption period is not taken into consideration in this particular
route.

DISTRIBUTION SYSTEM
• Direct distribution: In direct distribution, the bottling unit or the
bottler partner has direct control over the activities of sales, delivery,
and merchandising and local account management at the store level.

• Indirect distribution: In indirect distribution, an organization which


is not part of the Coca-Cola system has control on one or more of the
distribution elements (Sales, delivery, merchandising and local
account management)

• Merchandising: Merchandising means communication with the


consumer at the point of purchase to convey product benefit, value
and Quality. Sales people and delivery personnel both have this
responsibility. In certain locations special teams who go into business
locations to specifically merchandise our products.

DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS


The Distribution process mainly consists of three departments:

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• Distribution Department: It appoints distributors and establishes a
distribution network, processes approved sale orders and prepares
invoices, arranges logistics and ship products, co-ordinates with
distributors for collections and monitors distribution stocks and their
set-up.

• Finance Department: It checks credit limits and approves sales


orders in compliance with the credit policy followed by the firm,
records collections from distributors, periodically reconciles
outstanding balances from distributors, obtains balance confirmation
from distributors and follows up outstanding balances.
Shipping or Warehousing Department: It dispatches goods as per
approved by order, ensures that stocks are dispatched on a FIFO basis,
ensures physical control over load out area and updates warehouse stock
records in a timely manner.

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MISSION, VISION AND VALUE :-

O
ur mission, vision and values outline who we are, what we seek to achieve,
and how we want to achieve it. They provide a clear direction for our
Company and help ensure that we are all working toward the same goals.

• OUR MISSION

Our mission declares our purpose as a company. It serves as the standard


against which we weigh our actions and decisions. It is the foundation of our
Manifesto.

To refresh the world in body, mind and spirit.

To inspire moments of optimism through our brands and our actions.

To create value and make a difference everywhere we engage.

• OUR VISION

Our vision guides every aspect of our business by describing what we need
to accomplish in order to continue achieving sustainable growth.

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People: Being a great place to work where people are inspired to be the best
they can be.
Portfolio: Bringing to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurturing a winning network of customers and suppliers, together
we create mutual, enduring value.
Planet: Being a responsible citizen that makes a difference by helping build
and support sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindful of
our overall responsibilities.

Coca-Cola is guided by shared values that both the employees as individuals


and the Company will live by; the values being:

• LEADERSHIP: The courage to shape a better future

• PASSION: Committed in heart and mind

• INTEGRITY: Be real

• ACCOUNTABILITY: If it is to be, it’s up to me

• COLLABORATION: Leverage collective genius

• INNOVATION: Seek, imagine, create, delight

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• QUALITY: What we do, we do well

FIGURE 2: VISION FOR SUSTAINABLE GROWTH

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PRODUCT PROFILE

DIFFERENT BRANDS OF COMPANY

The Coca-Cola Company offers a wide range of products to the customers

including beverages, fruit juices and bottled mineral water. The Company is

always looking to innovate and come up with, either complete new products

or new ways to bottle or pack the existing drinks. The Coca-Cola Company

has a wide range of products out of which the following products are

marketed by HCCBPL:

• In the Cola Section:

• In the Lemon Section

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• In the Orange & Apple section:

• In the mango section:

• In the juice section :


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• In the Soda Water and Bottled Mineral Water section:

Organizational Chart of
Hindustan Coca Cola Beverages Pvt. Ltd.

33
34
ORGANIGATION STRUCTURE

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

35
ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

36
HCCBPL:

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

SWOT ANALYSIS

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1. STRENGTHS:-

• DISTRIBUTION NETWORK: The Company has a strong

distribution network consisting of a number of efficient salesmen,

700,000 retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10-tonne trucks to

open-bay three wheelers that can navigate through narrow alleyways

of Indian cities and trademarked tricycles.

• STRONG BRANDS: The Coca-Cola has been named the world's top

brand for a fourth consecutive year in a survey by consultancy

Interbrand. It was estimated that the Coca-Cola brand was worth

$70.45billion. People all over the world enjoy coca cola products

more than 1.3 billion times per day.

• COST OF OPERATIONS: The production, marketing and

distribution systems are very efficient due to forward planning and

maintenance of consistency of operations, which minimizes wastage

of both time and resources, leads to lowering of costs.

2: WEAKNESSES:

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• LOW EXPORT LEVELS: The brands produced by the company are

brands produced world wide thereby making the export levels very

low. In India, there exists a major controversy concerning pesticides

and other harmful chemicals in bottled products including Coca-

Cola .Therefore, people abroad, are apprehensive about Coca-Cola

products from India.

• SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY

TO INVEST AND ACHIEVE ECONOMIES OF SCALE:

The Company’s operations are carried out on a small scale

and due to Government restrictions and ‘red-tapism’, the Company finds it

very difficult to invest in technological advancements and achieve

economies of scale.

3: OPPORTUNITIES:

• LARGE DOMESTIC MARKETS: Coca-Cola India claims a 60.1

per cent share of the soft drinks market; this includes a 42 per cent

share of the cola market. Other products account for 18.1 per cent

market share, chiefly led by Limca.

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• EXPORT POTENTIAL: The Company can come up with new

products, which are not manufactured abroad, like Maaza etc and

export them to foreign nations. It can come up with strategies to

eliminate apprehension from the minds of the people towards the

Coke products produced in India.

• HIGHER INCOME AMONG PEOPLE: Development of India as a

whole has lead to an increase in the per capita income thereby causing

an increase in disposable income. The beverage industry can take

advantage of such a situation and enhance their sales.

4: THREATS:

• IMPORTS: As India is developing at a fast pace, the per capita

income has increased over the years .If consumers shift onto

imported beverages rather than have beverages manufactured

within the country, it could pose a threat to the Indian beverage

industry as a whole in turn affecting the sales of the Company.

• TAX AND REGULATORY SECTOR: The tax system in India is

accompanied by a variety of regulations at each stage on the

consequence from production to consumption. Therefore, this can

limit the growth of the Company and pose problems.

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• SLOWDOWN IN RURAL DEMAND: Low per capita disposable

income, large number of daily wage earners, poor roads; power

problems; and inaccessibility to conventional advertising media. All

these problems might lead to a slowdown in the demand for the

company’s products.

• CHANGING OF CONSUMERS PREFERENCE: The Company

should keep a eye on the changing preferences of the consumers.

41
RESEARCH METHADOLOGY

The research includes the study which was descriptive in nature.It basically

aims about studying the distribution of nimbu fresh and ensuring its

availability and visibility.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

• Observation

• Survey

Here we include the primary method of survey

Research Instruments-

• Questionnaire-A printed questionnaire was their to make the survey.

• Area of Survey-Kankarbagh, Pahadi, Rajendra nagar,Bhikna

,pahadi,Machua toil, Nala road

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Sampling plan

• Sampling unit - Owners of the retail outlets.

• Sampling size- 150 outlets

• Sampling procedure-Random sampling

• Sampling method- Retailers survey

SECONDARY DATA- For the secondary study data was not available so

it is taken from company records.

DATA COLLECTION

Data was collected from various locations of Patna:-


• Rajendra Nagar
• Kankar Bagh
• Pahadi
• Bahadurpur
• Bikhna Pahadi
• Naya Toli
• East Lohanipur
• Nala Road
• Gandhi Maidan
• Rampur
• Bajaar Samiti
• Kadam kuan
• Sampat Chak
Quazipur

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This research work has been carried out in mutiple stages. It can broadly be
classified in two stages, which can be described as follows.

Initial Stage:-
This stage comprises of Product Knowledge and Process Knowledge.
• The product knowledge means the knowledge of product i.e minute
maid nimbu fresh which is offered by the company-
• The Process Knowledge means the knowledge about the distribution
of the product and its variants from the sales depot to the different
retailers of the city.
The actual knowledge about the product and the process was attained with
the help of Route Riding.
Route Riding means to visit different outlets on the commuting vehicle
(vehicle which carries coke product from depot to different outlets) along
with salesman. By the route riding it is very easy to grasp and understand
how the cola market actually works. Route riding elaborated the factors
influencing the cola market and provided the information about the
competitor’s strategies and schemes which they offer to the retailers in order
to gain advantage. Retailer’s grievances were best know with the help of
route riding through personal interaction. Also with route riding any one can
know about the sales status of an outlet on a daily basis.

Later stage:

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This stage comprises of the serious implementation of the
research in the areas of patna. To ensure effective and fruitful
implementation of the research, I was helpedvby market developers
(M.D.) of the company. Market Developers provided valuable inputs.
The first step involved in this stage was to select the outlets
where the campaign has to be implemented. The outlets are selected on the
basis of some parameters like annual sale of the outlet, type of the outlet,
space available at the outlet etc.

KEY CONCEPTS

PJP PLAN

(P.J.P. plan):. The P.J.P. plan is a day wise schedule of a market


developer which contains the names of the outlets to be visited by him
coming under the campaign R.E.D. where the project has to be implemented.
After getting permanent journey plan the next step was to visit the
outlets for gaining initial information of every individual outlet as well as
market on a whole. The visit to all the outlets of that area helped in revealing
its market condition. Visiting the outlets clearly showed the picture of the
market situation prevalent in market..
PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes order

one day before and then delivers the product to each route. So this gives

more time to market developer to assure RED.

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This concept has so many advantages-

 This gives more time to the market developer for the activation &

branding purpose.

 By this company can easily implement the RED concept in better

way.

 Presale concept makes assure of more availability of the products in

the market.

 This concept is easy in processing.

 By this concept market developer can arrange the product in better

way.

 The Company can display its products in proper way so that

customers can attract towards it.

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PUSH & PULL STRATEGY

PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and trade

promotion money to induce intermediaries to carry, promote and sell the

product to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade schemes

to distributors, agency owners and retailers.

PULL STRATEGY:-

HCCBPL 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 HCCBPL inducing customer to order it from

shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks, standees,

mobile hangers and visicooler brand strips.

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DATA ANALYSIS AND FINDING

VPO CLASS

0% 13%

26%
61%
DIAMOND
GOLD
SILVER
BRONZE

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CHANNEL
3% 9%
5%

83%
GROCERY
E&D1
E&D2
CONVENIENCE

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FREQUENCY OF VISITS OF M.D FOR THE ORDER OF NIMBU
FRESH

2% 2% 3%
IRREGULAR

ONCE A WEEK

TWICE A WEEK

MORE THAN
93%
TWICE

IS THE STOCK OF NIMBU FRESH AVAILABLE AT THE OUTLET

12%

YES
NO

88%

IS NIMBU FRESH BOTTLES PRESENT IN COOLER ?

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YES
NO

DISPLAY OF NIMBU FRESH BOTTLES


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11% 25%

28%

36%
NONE
LESS THAN FOUR
FOUR
MORE THAN FOUR

HOW IS THE CONSUMER RESPONSE FOR NIMBU FRESH ?


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17%
22%

EXCELLENT
GOOD
23%
FAIR
NOT GOOD

38%

FINDINGS OF THE RESEARCH

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OUT OF 150 OUTLETS SURVEYED,

o 13 % fall in the diamond category


o 26 % fall in the gold category
o % fall in the silver category

o 3 % are of grocery type


o 9 % are of E & D I type
o 5 % are of E & D II type
o 83 % are of convenience type

o 2 % of the retailers say that the m.d visits the outlet irregurarly
o 2 % of the retailers say that the m.d visits the outlet once a week
o 3 % of the retailers say that the m.d visits the outlet more than twice
a week
o 93% of the retailers say that the m.d visits the outlet twice a week

o 12 % of the oulets does not have stock of nimbu fresh


o 88 % of the outlets have the stock of nimbu fresh

o 12 % of the outlets have stock of nimbu fresh present in cooler


o 88 % of the outlets does not have stock of nimbu fresh present in
cooler

o 11 % of the outlets display more than four bottles of nimbu fresh


o 25 % of the outlets does not display any bottles of nimbu fresh
o 36 % of the outlets display less than four bottles of nimbu fresh
o 28 % of the outlets display four bottlesd of nimbu fresh

o17 % of the outlets say that nimbu fresh has excellent response
o22 % of the outlets say that nimbu fresh has not so good response
o23 % of the outlets say that nimbu fresh has good response
o38 % of the outlets say that nimbu fresh has fair response.
Limitations

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• The retailers in many cases are reluctant to answer questions.
• The respondents may be biased on influenced by some other
factors.
• Time and money were the greatest limitation in carrying out the
survey.
• A number of retailers (pan-shop) being illiterate, it took us lot of
time in collecting information.
• The mere information which we get from the retailers is not
sufficient to arrive at a conclusion.
• The seasonal changes affect the sale.

Suggestions

The Project New Product Develpoment was concerned only with providing
the organization with all the necessary information required to strengthen the
position of Nimbu Fresh in Patna in the form of reports incorporating all
information in an analyzed and summarized form. But some critical and
major issues, which have been identified on account of extensive analysis,
required suggestions to be put forward on the basis of the current market
scenario.
• Every possible step should be taken for the satisfaction of the retailers,
as they are the most important supplement to the sales promotion
measures and nationwide advertising campaigns of the company in
context of boosting the sales and enhancement of the brand image of
Coca Cola.
• The company should modify its advertising strategy and educate the
customers about its age-old existence and enhance its brand image.
This will appeal to the target customers of middle and older age
groups apart from the younger generation in which Nimbu Fresh has a
good hold.

• Rural market being a very potential segment needs very quick and
prompt efforts to be taken to capture this high volume market.

Many retailers complained regarding irregularly in visit by the executives.


They also said that executive give very bad response to their complaints. It is
necessary that executive should make frequent visit to cover each outlet and
try to provide them best

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• There is a great market of NIMBU PANI but the supply is very
irregular, so the supply should be made possible quickly.

• Soft drink is still considered a treat virtually a luxury, so it possible


company should cut down its price of Nimbu Fresh.

• Supply of posters, glow-sign boards, tin boards, banners and sun pack
sheets etc should be made at regular interval.

• Claim should be provided to the deserving retailers.

• Wall painting should be made regularly in the area, as it is a good


medium of advertisement.

• Proper attention should be given to the retailer’s problem so that they


take interest to increase the sale.

• Proper advertisement should be made at railway station, bus stand,


posh area, major market and economies place etc.

• A company may create favorable impression among the youth if they


sponsors small events like college festivals, university programs,
school functions, fashion shows, quiz programs etc.

• Retailers need display material. To enhance the marketing of the


product.

Conclusion

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The business of Soft Drink industry is significantly based upon the impulse
buying, so it is very necessary to Merchandise products of Nimbu Fresh
efficiently and present them in such a manner so that it can motivate the
consumer and generate a thirst in consumer to consume it.

Though, Nimbu fresh has a good position in Patna with the support of its
efficient distribution network, aggressive marketing efforts and
advertisements along with attractive schemes but there still exists potential
market in Patna to be exploited and a suitable Weak Area Programme or the
Strong Area Programme has to be formulated to improve its market share
depending upon the area under consideration.
Soft drink business’s behavior is not governed by brand loyalty so the
emphasis is not only on creating the market but also on retaining it. The
availability of the right brand and flavor pack, at the right place, at the right
time is a key for winning the customer in soft drink business. Keeping these
facts in mind it becomes very important to treat the retailers with concern
and satisfy them by various measures and so that they are loyal towards
Nimbu Fresh.

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BIBLIOGRAPHY

www.wikipedia.com
www.google.com
www.cocacola.com
www.oligopoly.com

MARKETING MANAGEMENT : PHILIP KOTLER


Ramaswamy
Marketing Research : Bound, Stash & Others

ANNEXURE

OUTLET NAME : M.D NAME :


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LOCALITY

HIGH ( ) MEDIUM ( ) LOW ( )

VPO CLASS

DIAMOND ( ) GOLD ( ) SILVER ( ) BRONZE ( )

CHANNEL

GROCERY ( ) E& D I ( ) E & D II ( ) CONVENIENCE ( )

Q 1 ] FREQUENCY OF VISITS OF M.D FOR THE ORDER OF NIMBU FRESH ?

IRREGULAR ( ) ONCE IN A WEEK ( )


TWICE IN A WEEK ( ) MORE THAN TWICE ( )

Q 2 ] AVERAGE PER DAY SALE OF NIMBU FRESH ?

Q 3] IS THE STOCK OF NIMBU FRESH AVAILABLE AT THE OUTLET ?

YES ( ) NO ( )

Q 4] IS NIMBU FRESH BOTTLES PRESENT IN COOLER ?

YES ( ) NO ( )

Q 5 ] DISPLAY OF NIMBU FRESH BOTTLES ?

NONE ( ) LESS THAN FOUR ( )


FOUR ( ) MORE THAN FOUR ( )

Q 6 ] HOW IS THE CONSUMER RESPONSE FOR NIMBU FRESH ?

EXCELLENT ( ) GOOD ( )
FAIR ( ) NOT GOOD ( )

Q7 ] COMMENTS, IF ANY.

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