A PROJECT REPORT On

A comprehensive study for coca cola on wet canteens of army area

CERE A Training Project Report Submitted in partial fulfillment of the requirements for the Award of the

PGDM 3RD term

Academic Session 2010-2012

Under Guidance of Mr. Ashok Singh ( STL)

Project Guide: PROF. Suchita Gupta

Submitted By Mr. Moiz Uddin

DECLARATION
I, Moiz uddin, Student of PGDM III Trimester, Session: 2010-2012 hereby declare that for the purpose of Training Project Report, I have conducted study on wet canteens of army area from the Hindustan coca cola Beverages Ltd. for the partial fulfillment of Post Graduate Diploma in management. This project is the record of authentic work carried out by me during the academic year 2010-2012, it is my original work.

Place: Kota Signature Date: 10/10/2011MOIZ UDDIN

CERTIFICATE

This is to certify that Moiz Uddin a student of Pgdm III trimester, CH Institute of Management & Communication has completed Training Project entitled Hindustan coca cola Beverages Ltd. - This project has been completed after studying for one year in Pgdm course and for partially fulfilling the requirements for award of Pgdm. The Major Research Project has been conducted under the guidance of Professor SUCHITA GUPTA of CHIMC and is as per norms.

Corporate Guide Mr. Ashok Singh

ACADEMIC GUIDE Prof. Suchita Gupta

Acknowledgment

I Moiz Uddin, student of CEREBRAL HEIGHTS INSTITUTE OF ManagementSuccessfully completed the major research report.

I have immense pleasure to express my gratitude and respect to Mr. MANISH SHARMA & Mr. ASHOK SINGH [Area Sales Manager] for their support, valuable guidance time-to-time encouragement that continuously motivated me to carry on the work sincerely. I am also very thankful to Mr. Taheen khan [ Market developer ]for teaching me realities of market and enhanced my knowledge towards my training period .
With deep sense of gratitude, I extend sincerest thanks to my project guideprof Suchita Gupta (Faculty, CHIMC )for giving me the pleasure to present this project report. Her worthy guidance and support helped me through the project preparation.

I am also grateful to Mr. Jitendra Gupta ( placementofficer)andto provide help in getting placed for internship. A sincerest thanks to our Director Sir,prof girishbhatia(coordinator) who has provided us with invaluable direction and encouragement.

I also indebted to all other faculty members for all the encouragement, inspiration & valuable suggestions as & when required.

MEANING OF PROJECT
The word Project has great specification in the field of management before starting any work we must have an idea about its basic. The meaning of the PROJECT is as follows: -

P The word p signify the phenomenon of planning, which deals symbolization and proper arrangement of sen sex and suggestion on respectively in accordance with need. R It stand for associated with word resource with which guides to promote planning. O This letter stands overhead expenses on unestimated expenses, which occur in manufactures designed or layout of project. J This letter stands for joint efforts i.e. Project work which is undertaking should be completed with a combined effort. E This stands for engineering i.e. worker undertaken is to be employing technical process. C This stands for the phenomenon of constriction on which is more essentially and basic form of work. T This stands for the techniques unless techniques to work is not Known.

CONCLUSION: - In general we came to conclusion. That project is systematic conclusion discussed proposed particular

subject which, include complete information about required to machine

tools, appliances need the various operation required to be done in well sequences.

EXECUTIVE SUMMARY
This report is about survey which is being done with 20retailers in
ARMY AREA of KOTA

Rajasthan. The survey was based on mainly

response of retailers, towards thecoca cola Data is collected for various objectives like market share of coca colafinding new outlets, checking delivery systems, finding out problems of retailers with the cocacola. Surveyshows that the market share of coca cola is Maximum with 54% while market share of Pepsi is 41% and remaining 5% is of the domestic players that are present in the market. Retailers are quite happy with the schemes of the coca cola. Some of the retailers are satisfied with coca cola and willing to work with coca cola for a long time but there are some who were not willing to work with coca cola because of many reasons like improper delivery, exchange problems, improper schemes and many other such problems. Therefore coca cola has immense of opportunity to avail the opportunities which is not satiated by any company.

Overall this study shows that coca cola has a great brand image and retailers satisfaction in the market which can help them to increase their market share in future.

Table of Contents

S.NO.

Title

Page No.

1 2 3 3.2 4 5 6 7

Company Overview Objectives of the study Research Methodology Source of Data Result and discussion Findings Conclusions Recommendations

8 9

Bibliography Annescure

Company Overview

Dr. John Smith Pemberton

for the first time produced the syrup for

Coca-Cola on May 8, 1886

History of COCA-COLA
Coca-Cola was developed in 1886 by Dr. John S. Pemberton The Early Days Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula changed hands three more times before Asa D. Candler added carbonation and by 2003, Coca-Cola was the worlds largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognized beverage brands in its portfolio. With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887 and by 1895, was being sold in every state and territory in the United States. In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910. Headquartered in Atlanta with divisions and local operations in over 200 countries

worldwide, Coca-Cola generated more than 70% of its income outside the United States by 2003 International expansion

Cokes first international bottling plants opened in 1906 in Canada, Cuba, and Panama.11 By the end of the 1920s Coca-Cola was bottled in twenty-seven countries throughout the world and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and effective advertising a challenge with language, culture, and government regulation all serving as barriers. Former CEO Robert Woodruffs insistence that Coca-Cola wouldnt suffer the stigma of being an intrusive American product, and instead would use local bottles, caps, machinery, trucks, and personnel contributed to Cokes challenges as well with a lack of standard processes and training degrading quality. Coca-Cola continued working for over 80 years on Woodruffs goal: to make

Coke available wherever and whenever consumers wanted it, in arms reach of desire. The Second World War proved to be the stimulus Coca-Cola needed to build effective capabilities around the world and achieve dominant global market share. Woodruffs patriotic commitment that every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and at whatever cost to our company14 was more than just great public relations. As a result of Cokes status as a military supplier, Coca-Cola was exempt from sugar rationing and also received government subsidies to build bottling plants around the world to serve WWII troops. Turn of the Century Growth Imperative

The 1990s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD) industry in the United States, achieving only 0.2% growth by 2000 (just under 10 billion cases) in contrast to the 5-7% annual growth experienced during the 1980s. While per capita consumption throughout the world was a fraction of the United States, major beverage companies clearly had to look elsewhere for the growth their shareholders demanded. Looming opportunity for twenty-first century was in the worlds developing markets with their rapidly growing middle class populations.

Corporate Social Responsibility As one of the largest and most global companies in the world, Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated. The companys mission statement, called the Coca-Cola Promise, stated: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. The Company has made efforts towards good citizenship in the areas of community, by improving the quality of life in the communities in which they operate, and the environment, by addressing water, climate change and waste management initiatives. Their activities also included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS through partnership with governments, UN AIDS, and other NGOs,

and The Coca-Cola Foundation, focused on higher education as a vehicle to build strong communities and enhance individual opportunity Coca-Colas footprint in India was significant as well. The Company employed 7000 citizens and believed that for every direct job, 30-40 more were created in the supply chain. Like its parent, Coke Indias Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. Priorities included education, where primary education projects had been set up to benefit children in slums and villages, water conservation, where the Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education, and health, where Coke India partnered with NGOs and governments to provide medical access to poor people through regular health camps. In addition to outreach efforts, the company committed itself to environmental responsibility through its own business operations in India including: Environmental due diligence before acquiring land or starting projects Environmental impact assessment before commencing operations Ground water and environmental surveys before selecting sites Compliance with all regulatory environmental requirements Ban on purchasing CFC-containing refrigeration equipment Waste water treatment facilities with trained personnel at all company-owned bottling operations

 Energy conservation programs 50% water savings in last seven years of operations Corporate Communications at Coca-Cola Corporate Communications was a critical function at the Coca-Cola corporation given the number of constituencies both internal and external to the company. In addition, the complexity and global reach of the Company's operations could not be centrally managed and instead demanded a matrixes team organization. The senior communications position at the company, Senior Vice President, Worldwide Public Affairs & Communication, sat on the company's executive committee and reported to the Chairman & CEO at the time of the crisis in India. Director-level corporate communication functions included: Media Relations, Nutrition Communications, Financial Communications, and Marketing Communications, but the geographic diversity of the company's businesses required regionally-based communication leaders in addition to the corporate resources in place. As a result, five regional communications directors serviced North America, Latin America, Asia, Europe, and Africa with their own teams of communications professionals.

In 1888 A S A Candler bought out Pemberton In 1899 A S A Candler sold the bottling rights for Coca-Cola to Benjamin Franklin Thomas & James Whitehead The bottler model was a critical factor in the Coca-Cola growth story even , it is the most successful business model.

The Woodruff Years ( 1923 - 1955 )

Several initiative introduced Personnel training Program Better Service Quality product Foreign sales group formed to aid global expansion During world war-II Coca-Cola firmly established as a global brand. Woodruff's efforts reflect even today in Coca-Cola's Service Orientation and Global Operational

Woodruff's Innovation
Six bottle cartoon Open top metal Coolers

Vending machines Bell shaped fountain glass Coca-Cola Company from

Recognizing the power of advertising , Woodruff took the American success story to an international powerhouse.

1950's

Large sized bottles introduced

Coca-Cola was the first company to make an appearance in Disneyland

1960's
-

Fanta introduced in 1960 s

Market place changes New brands beyond the Cola's Sprite and Tab introduced in 60's New packages Dynamic ribbon device National "Groovy" promotions drive Great creative Hilltop, Mean JoeGreene Coca-Cola as Americana Coca-Cola enters Egypt&China 2 litter bottle introduced NorthAvenueTower opens 1979

1970's 1980's 1990's 1993's

The Coca-Cola system stabilizes

Diet Coke introduced Coca-Cola 100 Years old New Coca-Cola introduced Coca-Cola Classic born Advent of MEGA BRAND

Advent of Non-Carbonated Drinks

Minute Maid Juices To go Nestea, Power Ade, Fruitopia ,Dasani

Coca-Cola Re-enters India

E.NevilleIsdell gets Coca-Cola back to India in 1993

( 1993 - 2005 )

October 1993
Coke relaunched in Agra

1993 Concentrate plant at pune

1996s
Can , PET , plant started at Pune

1997
-

1998
-

Acquired first bottling plant Barelly 37 plants acquired

First Greenfield plant at Ahemdabad

( 1997 - 1999 ) 4 bottling Companies 22 Acquired 7 Green field

2000
-

COBO regions 1 FOBO operations

In 2005 Coca-Cola India broke into divisions

Hidustan Coca-Cola Beverages Private Limited ( Bottling)

Coca-Cola India (Company)

The secret formula of Coca-Cola is written in a paper and kept in a bank of Atlanta

The Coca-Cola system uses

24 % of Worlds aluminum cans 17 % of Worlds PET resin 31 % of Worlds HFC's 5 % of Worlds Sugar 30 % of Worlds aspartane

Coca-Cola is Worlds No.1 Soft Drink Company

4 Of top Brands are owned by Coca-Cola

The Coca-Cola sells more than one billion drinks a day and employs more than 1,39,000 people all over the world

The Coca-Cola company exists to benefit and refresh everyone who is touched by its business.

Coca-Cola is the longest continuous sponsor of the Olympic Games since 1928
Coca-Cola is the worlds most diverse company doing business in more than200 countries employing people from 215 nationalities and communicating in 126 different languages Hindustan Coca-Cola beverages Pvt. Ltd. manufactures concentrate beverages base & syrup and sells them to the bothers for the production of ready to drink products .

The manufacturing process includes syrup production ,water treatment ,manufacturing of finished products , quality control through the process Robert Goizueta started working at Coke in CUBA as a chemist and later became C.E.O. of the company

Drinking Habit's in India

People avoid taking water with meals . People eat curry with meals, therefore they do not feel the need for a drink People do not like to consume cold drinks in winters

INTRODUCTION
Brings Back The Fizz To India
Coca-Cola, the corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1886, returned to India in 1993 after a gap of 16 years giving a

new thumbs up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder, our brands have assumed an iconic status in the minds of the consumers.

A Healthy Growth To The Indian Economy

Ever Since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems and marketing channels. Coca-Cola India is among the countries top international investors, having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations.

A Pure Commitment to The Indian Economy

The Company has not only shaked up the Indian carbonated drinks market, and given consumers the pleasure of world-class drinks to fill up their hydration, refreshment & nutrition needs but has also been instrumental in giving an exponential growth to job opportunities.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca-Cola being made in India, the business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 139,000 people in related industries through our vast procurement, supply and distribution system. The vast Indian operations comprises 25 wholly-owned- company-owned bottling operations and another 24 franchisee-owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the Company.

On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep our brands available in every nook and corner of even the countrys remotest areas. These are only some of the facts that speak about our commitment to the growth of the Indian Economy.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customers service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to: Consumers as a superior beverage experience. Consumers as an opportunity to grow profits through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and volume. TCCC as trademark enhancement and positive economic value added. Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork, flexible business system and continuous improvement. CCI associates as superior career opportunity. Indian society in the form of a contribution to economic and social development.

CHAPTER 3

PRODUCT PROFILE OF COCA-COLA CONSUMER CHOICE AT A GLANCE DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET WHERE THE MONEY GOES MODUS OPERANDI

PRODUCT PROFILE OF COCA-COLA

There are nine brands of coca-cola in India and they are differ in taste,

flavor and also in their colours.

1. COCA COLA
Coke is considered to be a cola drink. It is generally preferred by all sections of consumer. This is a case cow brand for the company in terms of sales revenue.

2.THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It is preferred by all section of consumers but especially to teen-agers. It is a big source of company to cash its publicity.

3.LIMCA
Limca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its colour, which is

Similar to that of clouds. It has to yield good sales revenue. It is generally preferred by Children & Women.

4. FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children & Women.

5. FANTAAPPLE FANTAAPPLE, It is apple flavor preferred by Children & Man, Women .

6.MAAZA
MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women.

7.KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used with alcohol and used by adults.

8.SPRITE
Sprite is a good product at cola and contains at lemon flavor. And preferred by all age of people.

9.KINLEY WATER
Kinley water is a fresh and mineral water and marketcompetitor of Bisleri and Aquafina.

10.MINUTE MAID
In Minute maid pupply orange cold drink no gas only based on orange juice. It is a non-aerated soft drink and market competitor of Tropicana Twister.

11.DIET COKE Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free patients.

PRODUCT MIX
Products The group manufactures and markets Carbonated and Non-Carbonated Soft Drinks and Mineral Water under Coca Cola brand. The various flavors and sub-brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple, Mazza, Pulpy Orange, Kinnley Soda, Kinnley Water. CAN Diet Coke, Coca Cola, Thums Up, Sprite. Brand available in 200ml.

1. 2. 3. 4. 5. 6.

Coca Cola Thums Up Sprite Limca Mazza Mazza Tetra Pack

Brand available in 300ml. 1.Thums Up 2.Sprite 3.Limca 4.Kinley Soda

Brand Available in CAN (330ml) 1. Diet Coke 2. Coca Cola 3. Thums Up 4. Sprite Brand Available in (350ml) 1. Coca Cola 2. Thums Up 3. Sprite 4. Mazza 5. Pulpy Orange

Brand Available in (500ml) 1. Mazza

2. Pulpy Orange 3. Kinley Water Brand available in (600ml) 1. 2. 3. 4. Coca Cola Thums Up Sprite Limca

Brand Available in (1Ltr) 1. Kinley Water 2. Pulpy Orange

Brand Available in (1.2 Ltr) 1. Coca Cola 2. Thums Up 3. Sprite 4. Limca 5. Mazza

Brand available in (2 Ltr) 1. 2. 3. 4. Coca Cola Thums Up Sprite Limc

Price of the product

Product Bottle in MT Price

200 ml 200 ml Mazza Tetra Pack 300 ml 250 ml Mazza 330 ml Can 350 ml Thumsup 500 ml Mazza 500 ml Pulpy Orange 600 ml Soda 600 ml PET 1Ltr. Kinnley 1Ltr. Pulpy Orange 1.2 LtrMaaza 1.2 Ltr Pet 2 Ltr PET

24 24 24 24 24 24 24 24 24 24 12 12 12 12 9

168 216 215 330 580 468 168 498 216 444 104 552 552 207 459

CONSUMER CHOICE AT A GLANCE

Coca-Cola Thums-Up Limca Fanta Maaza Sprite Kinley Soda

Mainly preferred by the Youngster & Kids. Youngster.

Common Drink. Basically Preferred by Ladies and Kids. Also Ladies and Kids. Not clearly defines. Mostly those who consume liquor.

Objectives of Study
To determine the retailers satisfaction in the market To measure market share of coca cola To find out the problems of retailers with the coca cola To check the availability of stocks with retailers To search new outlets To start new outlets

THE COMPETITIVE AREA AMONG COKE AND PEPSI

Thesoft drink market all over the world asbeen witnessing a neck-toneck battle between the two major players; Coca-Cola and Pepsi since very

beginning. The thirst quenchers are trying hard to have the major piece of the apple of overall carbonated soft drink market. Both the players are spending their energies in building capacity, infrastructure, promotional activities etc. Coca-Cola, being 11 years older than Pepsi, has been dominating the scene in most of the soft drink market of the world and enjoying the leadership terms of the market share. But the coca cola people are finding it hard to deep away Pepsi, which has been narrowing the gaps regularly; the two are posing threats for each other in every nook and corner of the world. While coca cola has been earning most of the part of its bread and butler through beverages sales, Pepsi has a multi products portfolio with a handsome portion from the same business. The two warriors are face to face once again here in India with different strategies and policies to attack at rival Coca-Cola is focusing upon the joint ventures with the existing bottlers to enhance its control on manufacturing and marketing of its product range and attain the quality standards of its class. Countering its Pepsi has taken the baton in its own hands by floating and investment of $95 millions to set 6 Pepsin Co. India Holdings, a subsidiary for companys owned bottling operation (COBO).

Both of the companies are following different path of reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market in India. Both the competitors have distinct vision and priorities about the Indian soft drink market. Through having so much difference and distances with each other, they both consider India as a huge potential market as per capita consumption here in more 3 servings per year against an international of 80. Throughout, they are putting their best efforts to woe

Indian consumer who has to work for 1.5 hours to by a bottle cross over for both the athletes running for getting No.1 position. Coca-Cola is well set with its 53 bottling sites throughout the country giving it an edge over competition by possessing a well built manufacturing and distribution set up on the other side of picture, Pepsi, with two more year in India, has been able to set an image of winner this giants are ready to turn every stone of opportunity with a mindset of long tenure this time. Coca-Cola has been penetrating the market through its wide product range with a determination to change competition pattern of soft drink in India. Firstly, they upgraded the whole industry by introducing 300 ml bottles, which in turn, had given the industry a booming growth of 20 % as compared to earlier 5%. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In coca cola camp, the idea of competition has not come from Pepsi, but from the other beverages such as tea, coffee, nibupani, water etc. Pepsi is quite aggressive in its approach to Indian consumer. They are desperately working in the strategy to be winner side in the hot cola war between two big barons. According to Pepsi philosophy its the madness that encourages executives to thin to conjure up those creative tactics to knock the fizz out of their competition. Pepsi had pumped a large amount on the visibility of its blue-red-and-white logo. They have been going with aggressive marketing by putting Sachin Tendulkar , Shahrukh Khan now Imran khan is in their advertisement to endorses their brand, the role models for its targeted consumer the teenagers. They have increase the fizz in the market price by introducing the dispensers called fountain Pepsi and been enjoying a lead over its rival three.

Coca-Cola on theotherhand, it has been working on the saying skew and stead with race, side by side retailing to the every move of its competitor. They have produced the shield ofThums Up with a handsome market share in India soft drink market. Countering Pepsi; international commercial that used two chimpanzees to coke a snack at coke, Thums Up came with the aid line, Dont be Bandar, taste the thunder Also Thums Up has been positioned now very near to that of young in age of Pepsi and giving it tuff time. Everything has been put on fire by these cool merchants. If Coke got the status of the Official drink of Wills World Cup, Pepsi blushed as Nothing official about it. As ThumsUp projected as SaareJahan Se Achchha. Pepsi was passionate enough with Freedom to be. When Thums Up came up with Thunder Blast, the other one offered, Pepsi Stuff Card. If red color is meant for Coke, Pepsi has chosen to be Blue. In this way, Indian consumer is getting more fizz and punch from the two big brothers and he has to given not about the winner.

ADVERTISING
Advertising is non-promotion of goods and services, by a sponsor (a firm or person) who can be identified and who has paid for this

communication. This purpose of advertisement is to sell something a good service, idea person or place, either now or later this goal, reached by setting specific objective that can be expressed individual ads. Those are incorporated into an advertising campaign recall again from the buying decision process that buyers go through a series of stages from unawareness to target customers to the next stage in the hierarchy say from awareness to interest. Advertisement plays an important role in the success of coca cola product since its first newspaper ad. In 1886 that red, coca cola delicious Refreshing Exhilarating Invigorating. Advertisement is a key of implementing a strategy over one hundred year old to trigger desire as offer and in as many ways as possible.

ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add featuring cricket star, cine star, pop star have been created. 1.Lisa Ray (famous model) in a very interesting add, which featuring him bathing with sprite. Having a catching line Sprite bujhaye only pyassbaki all bakwaas.

2.AmirKhan &AshwaryaRai(both cine stars), which targeted younger generation. This add. Contained imagery of rugged and romantic for 330 ml of coke. Theme Coca Cola Ho Jay. 3.Another cola drink from coke i.e. Thums Up. 4.Limca leaving its old image of Lime-n-Limoni drink is been shown as in the add. FeaturingShaif Ali Khan. A drink that could just change the mood at time of disappointment lines. Gala Gaya SookhLimca Key LiyeRuk. 5.Fanta add. Showing children having lines Bold Ho Jayo. 6.A family giving new look to Maaza Taaza Mango. 7.Diet Coke the exiting add. on the pool with fall swing calling Taste The Power Of One Calorie. 8.AmirKhan in the as on Mini Coke very interesting and Roman tic add.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but only D.P. Board, wall painting, S.G.A.s etc. Company spends on it around 8-9 % total sales company invested 305 crore rupees in advertisement Budget.

Radio. T.V. Hoardings.

Road signs. Sticker. Neon light. Banners. Newspaper. Magazines. Exhibition. Posters. Sponsoring local events.

CHAPTER 5
MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS S.G.A PROVIDING COMPANIES

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF COMPANY

1. Good Advertising. 2. Effective Incentive Policy. 3. Quality. 4. Wide & Deep Distribution System. 5. Attractive packaging. 6. Allotting SGAS (Refrigerator, Chest cooler, Table Umbrella, Chairs etc.) to retailers. 7. Decorating Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS

With every 1-2 crates purchased daily or alternatively an icebox is provided. For an average consumption of 5-6 crates a visi-cooler of 4crates. For a purchase of 7-8 crates daily visicooler 7 crates. If purchase exceeds 8 crates, then 9 crates visicooler or deep fridger is provided. With every chilling equipment a steplizer is provided it may be of 1 KV or 5 KV.

S.G.A PROVIDING COMPANIES

All these industries are enlisted and approved by Coca-Cola.

CHAPTER - 6
OBJECTIVE OF THE STUDY R.E.D. CONCEPT PRE SALE CONCEPT

We have built a foundation to ACCELERATE the journey towards a World Class Selling Organization

FIGURE 2: VISION FOR SUSTAINABLE GROWTH

OBJECTIVES OF RED 20

Reinforce execution standards Enhance execution capability Have a greater impact on business Increase action orientation

RED is much more than being the Worlds largest Retail track
It involves defining the Picture of Success, Actual Execution, Building Capability of the frontline, improve associate engagement and a process of Continuous improvement

We have made only minor changes in SCORING Increased the weight for AVAILABILITY RED Parameters 2007
Visi cooler Availability : 35% : 40%

Activation RED Parameters 2008

Visi cooler Availability Activation

: 25%

: 30% : 50% : 20%

Greater focus on availability (10 points more)

Focus on primary packs across channels Drive single RGB per outlet MMPO added as the second Juice after Maaza Maaza& MMPO need to go together to prevent cannibalisation

 Minor changes in points allocation for Cooler parameters

10.5 caser added as additional standard in relevant outlets Greater focus on brand order compliance

Simplified the list of activation elements

Greater focus on branded menu cards / boards to drive incidence Removed tent cards OBM /Drinking shots added as a parameter across channels Points for grocery rack only if it is pure & min 50% charged

R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the survey of R.E.D., Company had hired the person from A.C. NIELSON one of the best survey company. This survey gets done once in a month. R.E.D is the set of norms divided into outlet wise. ABOUT THE R.E.D SURVEY The survey named as R.E.D. (RIGHT EXECUTION DAILY). The survey has been conducted to check the cooler management, availability of products & activation of coca-cola in various outlets. The survey was based on three topics: Firstly, I have to check the cooler management i.e. the cooler that was provided by the company to the customer, are properly managed/working or not. And lastly the most important aspect of cooler management was the brand order.

 Secondly, I have to check the availability of the product i.e. whether the product is available to the customer or not.

Lastly, I have to check the activation, which is a very important because activation helps to boost the sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo boards. Mostly combo boards are given to the E&D outlets. And is very helpful in attracting the customers. Rack with header is provided to the Grocery outlets, which should be fully charged.

Right Execution Daily (R.E.D) is the diversification of outlets as Channel, Class, and Income. Lets know what are the Channel, Class, and Income respectively.

CHANNEL
Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or CONVENIENCE?

GROCERY

Outlet primarily engaged in retailing of food & various household items. It includes Grocery (Outlets dealing mainly in grains, provisions, spices, edible oil, vanaspatietc) and General Stores (Outlets selling items of day-to-day requirements & stocking a varity of branded products)

E&D

There are two types of E&D Outlets

E&D TYPE 1

The outlet does not have place to sit . It includes Bakery, Sweet shops, QSR, Juice Centers, Soft Drinks Shops etc.

E&D TYPE 2

The outletr should have a place to sit. It includes Sit down Restaurants, Bars, Dhabas, Cafes etc.

CONVENIENCE
Includes outlets which are small stores or shopes, generally accessible locally. These are often located alongside busy roades. It includes Chemists, STD Booths, Pan Shops etc.

OUTLET VOLUME

Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?

BRONZE

Those outlets, which sells < 200 c/s per year.

SILVER

Those outlets, which sells 200-499 c/s per year.

GOLD

Those outlets, which sells 500-799 c/s per year.

DIAMOND

Those outlets, which sells 800 & above c/s per year.

INCOME

Whoever costumer comes on shop which income class they belongs like high Income, medium Income, low Income.

R.E.D.

(RIGHT EXECUTION DAILY) OUTLET WISE DISTRIBUTION OF R.E.D

CHANNEL CLASS LOCALITY INCOME GROUP

Convenience

Diamond

High

Ex Pan shop, P.C.O etc. >800c/s sale

Grocery
Ex General store, Provision store etc.

Gold
500-799c/s sales

Medium

E&D (Eating and Drinking)

Ex Restaurant, Hotel etc.

Silver

Low

PRE-SALE CONCEPT
This is the new concept that had started from the year 2007. In the Pre-Sale the company takes order one day before and accordingly company delivers their products for each route.

CHAPTER - 7
M.I.T. Methodology and details After MIT The Road Ahead

MIT ( MARKET IMPACT TEAM) KANPUR

Objectives
Horizontal Expansion (HE) Chilling Equipment Place Iceboxes Identify o/l for OIF OYA Achieve GOD Identify o/l for Cooler up gradation Identify o/l for Cooler prime position (to do list)

METHODOLOGY AND DETAILS Duration of Activity 4 days ( 15/4 18/4)

Identify clusters based on area/zone, opportunity, potential, competition. Identify teams-summer trainee, co-ordinate with agency team. Set deliverables Launch Trade Scheme

Rs 1540 = 5 Empties + Ice Box + Activation element (Flange)

5 MT COSTS = 5 * 140 = 700

FLAVOUR COST = 5* 168 = 840

ICE BOX = 5 MT + FLAVOUR 700 + 840 1540

Resources Utilized during Activity

 Agency Manpower 20 Summer Trainee 12 Vehicles---10 Distributor manpower- cummulative 21

After MIT The Road Ahead

Include New outlet in the PJP of MD/Pre-seller/Salesmen. Track Billing of Ice Box Outlets Follow up on OYA leads Complete OIF formalities and Install Visicooler/grouting.

Chapter- 8
Objectives Importants of opening new outlet Identification of potential outlet Process of open a outlet Deal with objection and Query Horizontal expention flowchart

Research Methodology
Primary research is being conducted for over 20 coca cola retailers. Research was done with the help of a questionnaire, where we ask different question based on fixed pattern, answers given by the retailers was recorded in a separate answer sheet which was provided to us by the Hindustan coca cola beverages ltd .

Source of data:

- Primary and secondary sources of data have

been used in the study. 1. Primary Sources: Primary data was collected to get first hand information: Primary data was collected by using an appropriate questionnaire. 2. Secondary Sources:-

Secondary data was collected from various lists that were given to us by the coke Sales Representative in which names and locations of various retailers were mentioned.

Research Instrument:Structured questionnaires having open ended as well as close ended questions were employed for workers and managers. Various observational parameters were also used for this study.

Analytical Tools:The data was analyzed with the help of Microsoft Excel. Analysis was presented in the form of averages, percentages and graphs like bar graphs and pie charts.

Result and Discussion

The project was mainly based on thewet canteens of army area. The analysis is mainly based on the observation and questionnaire. The topics were population, current status , visi cooler, emptys, address, contact no., services, annual sale etc 1) What are your sales in a day? a) 1 5 crate b) 6 10 crate c) 11- 15 crate d) 16 or above

Sales per Day

60% 50% 40% 30% 20% 10% 0% 1-5 crate 6-10 crate 11-15 crate 16 and above

As per the chart, sales are at maximum for 1 to 5 crates a day which is done by around 55% of coca cola retailers. As the sales of coca cola are

increasing retailers who sells 6 to 10 crates are also doing great in the market as they consist of 25% of the total sales.

2) What is your current stock? a) 1 5 crate b) 6 10 crate c) 11- 15 crate d) 16 or above

Current Stock
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 1 5 crate 6 10 crate 11- 15 crate 16 or above

As per the Bar chart, retailers is maintaining good quantity of coke with a view to sell more, this can be analyzed from the chart that 45%

retailer i.e. around 8 retailers maintain crates of stock. They are maintaining this stock with a view of free flow supply of coke products in case of any emergency.

3) What you sell more? a) Coco cola b) Pepsi c) Others

Sales
Others 4% Pepsi 46% Coca Cola

Sales of Coca Cola are more than the PEPSI is clearly seen from the Above Pie chart. Sales of Coca Cola are 50% whereas sales of the PEPSI are only 46% of the total sales which means Coca cola is bit

ahead of Pepsi in terms of sales whereas local brands also captured 4% of the total market share.

4) Who gives you better schemes? a) Coco cola b) PEPSI c) Others

Better Scheme Providers

Pepsi Coca Cola other

0% 5% PEPSI 35% coca cola 60%

Schemes given by the coca cola is far better than PEPSI and other players in the market. As the Pie chart shows that the retailers are

happy with schemes provided by the coca cola than the other players. 60% of retailers said that the schemes given by the coca cola are better. 5) Does market developers (m.d) tell you about all schemes? a) Yes b) No

Schemes
0% No 30%

0%

Yes 70%

As the Pie chart shows that 70% market developers communicates about all the schemes to their retailers but remaining 30% does not communicates about all the schemes, which may be a factor of concern for the coca cola.

6) Do you get the schemes which were communicated to you by market developers? a) Yes b) No

Getting Schemes
0% No 25% 0%

Yes 75%

As the Pie chart shows that 75% of Coco cola retailers responded that they got theschemes which were communicated by the Coco cola( m. d) but remaining 25% of retailer responded that they were not getting what they have been communicated by the ( M.d ) which causes a problem in the market.

7) Do you get delivery on time? a) Yes b) No

Delivery on time
0% No 10% 0%

Yes 90%

As per the Pie chart given above it is clear that the Coco cola delivery system of the merchandise is quite good as it satisfy its 90% retailers while 10% retailers are still unsatisfied with the delivery system of the Coco cola. Therefore they have to be cautious in order to make

the remaining 10% retailers happy because 10% means retailers which are a huge number.

8) Are you satisfied with the Coco cola services and schemes? a) Yes b) No

coca cola Satisfaction

0% No 20%

0%

Yes 80%

As shown in the pie chart Coco cola satisfaction level is very high. 80% of the Coco cola retailers are happy with schemes and the services provided by the Coco cola but they have 20% retailers which

are not happy which may be due many reasons like no timely delivery, mismatching of orders etc.

9) Are you facing any problems with Coco cola? If yes please specify. a) Yes b) No

Problems with coca cola

0% Yes 30% 0%

No 70%

70% of the Coco cola retailers said that they have no problem with Coco cola and they are enjoying working with them but 30% of the retailers have different opinion. These 30% retailers are not happy with the Coco cola and they want better service from them as the result of their performance is not at par with the other retailers in the market.

Problems Found
Charges for new Carrette& empty Huge power consumed by visi coolers Sometimes late delivery Banners and other such materials were not being provided Lack of communication No order taking in certain areas Mismatching of orders Delivery of bbd (best before date) stock Delayed replacements for broken and expired stock Orders taken for unavailable stocks Lots of retailer requires Visi coolers which is not being provided by the Coco cola No maintenance of those Visi coolers which are provided to retailers

Fluctuations in demand

Findings
Sales of coca cola in Kota army are 41 % whereas sales of Pepsi are 54% and the local players has its sales of 4%. Average current stock with the retailers is 6 to 10 crates Schemes provided by the coca cola are better than the Pepsi and other players in the market. 80% of the retailers like coca cola for its schemes and services provided. 90% of retailers like coca cola for its delivery on time. 70% of the coca cola retailers said that they have no problem with coca cola and they are enjoying working with them. 70% of the retailers get full details about all the schemes from the coca cola market developers.

Recommendations and Suggestions

Keeping a record of merchandise on daily basis would be helpful in avoiding stock out conditions. Checking of bill book will help in knowing whether bill is provided to retailers or not. Coca cola could make necessary corrections in their delivery system so that they can unsure correct delivery at right time. Route Agent working could check regularly so that no embezzlement of merchandise can take place. Schemes which are being communicated to retailers should be provided to maintain the relationship. Incentives provided to can increase their enthusiasm which can lead to increase the sales. A frequent check of visi cooler provided to the retailers could reduce its maintenance problems. Surprise visit can be made to check the working of market developers. Complains should be entertain as soon as possible to increase customer satisfaction.

Conclusion
Market share of cola cola is approx. 70%incomparison of previous share 41% Services provided to retailers are satisfactory. Five new oulets are being opened Schemes provided by the coca cola were better than thecoco cola and other players in the market. Delivery system of the coca cola is good but they need little more affords. It has problems in replacement procedure. Coca cola m.d should communicate about all the schemes to the retailers which they are not communicating. Order taking has a problem of mismatching of orders means they are delivering those brands which are not being ordered. Replacements system is not that efficient as they were taking long time to exchange the goods.

Bibliography
www.coca coala www.wikipedia.com www.cocacola.com

Annexure Questionnaire

OWNERS NAME OUTLET NAME CONTACT No. ADDRESS

1) What are your sales in a month? 1 5 crate b) 11 20 crate c) 21- 30 crate d) 31 or above

2) What is your current stock? 1 10 crate b) 11 20 crate c) 21- 30 crate d) 31 or above

3) What you sell more? a) Coco cola b) coke c) other

4) Who gives you better schemes? a) Coco cola b) coke c) other

5) Does market developer ( m.d) tell you about all schemes? a) Yes b) No

6) Do you get the schemes which were told to you by m.d? a) Yes b) No

7) Do you get delivery on time? a) Yes b) No

7) Are you satisfied with the Coca cola services and schemes? a) Yes b) No

8) Are you facing any problems with Coco cola? If yes please specify. a) Yes 9) Any suggestions. b) No