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HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED(HCCBPL)

AN INTERNSHIP REPORT ON
COCA-COLA

SWOT
PGPBM PROGRAMME)

ANALYSIS IN JAMSHEDPUR

(IN PARTIAL FULFILMENT OF TWO YEARS FULL TIME

SUMAN SEN PGPBM(2009-11) ISB&M KOLKATA

THE COCA-COLA MARKET IN JSR.

CONTENT

PG NO

PREFACE ACKNOWLEDGEMENT EXECUTIVE SUMMARY ABOUT THE COMPANY MARKETING STRATEGY CITY INTRODUCTION RIGHT EXECUTION DAILY RED PARAMETERS Visicooler Availability Activation SWOT ANALYSIS COMPETITION BETWEEN COKE V/S PEPSI SWOT MATRIX ABOUT MY TENURE QUESTIONAIRE SOME TV COMMERCIAL ADS CHART CONCLUSION DATA SOURCES

4 5 6 7-9 10-13 14-16 17-19 19-29

30-36 37-39 39-41 42 43-46 47 48 49 50

PREFACE
The PGPBM course curriculum is designed in such a way that a student can grasp maximum knowledge through his practical experience in the corporate world. Business schools today understand the importance of practical knowledge over the theoretical base. The research report is necessary for the partial fulfillment of the PGPBM curriculum and it provides an opportunity to the researcher in understanding an industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It helps the learner to relate the theory with practice and to test the validity and applicability of classroom learning with real life business situations.

ACKNOWLEDGEMENT
At first I would like to express my sincere gratitude towards Hindustan coca-cola beverages private limited for having given me an opportunity to work for them and make the best out of my internship.It has been an enriching experience for me to undergo my internship in coca-cola,which would not have been possible without the goodwill and support of the people around. I am very thankful to Mr. Ashish Jha(Marketing Head),Mr.Shashi.B.Kumar(Area Sales Manager),Mr. Kausalendra Kumar and Mr.Devendra Kumar(Sales Team Leader) my guide who have always supported me and under whose guidance iam able to complete this project.He has given me all his assistance and information from time to time needed during the course of my internship.My heartfelt gratitude also goes to all MDs and EMDs at HCCBPL in Jamshedpur for having cooperated with me and guided me throughout the internship period. My learning experience during the period was immense and incredible.My Work basically included a detailed study of developing the marketing strategies and swot analysis of coca-cola market in Jamshedpur.

EXECUTIVE SUMMARY
Market provides a key to gain actual success only to those companies which match best with the current environment ie: imperative which can deliver to people needs and wants.This can only be possible with proper availability of good quality of products and excellent services on time which can add a golden opportunity for huge sales. This project report introduces a brief study of marketing strategy and sales promotion technique of coca-cola for retailers.This project report would include mainly two aspects: Right execution daily (RED) in coca-cola. SWOT analysis of coca-cola in Jamshedpur. RED is a very important mechanism for coca cola to track its daily functioning in the market.This report will provide an opportunity to know retailers psychographic needs and cocacola to frame a good future plan to satisfy maximum needs,taste preferences of the retailers.It would also help coca cola to establish its guiding role in the market of Jamshedpur.SWOT generally stands strength,weakness, oppurtunity and threat which helps a company to understand its current conditions better and to work upon upon where it lacks.For coca cola company swot can be analysed through a detail study of : Retailers Customers.

ABOUT THE COMPANY

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramelcolored syrup in ahree- legged brass kettle in his backyard. The coca-cola company began building its global network in 1920s.Now the coca-cola company claims that the beverage is sold in more than 200 countries producing 400 brands.The coca-cola system has successfully applied a simple formula on a global scale. In July 1985,coke was the first soft drink to be enjoyed in outer space on the space shuttle challenger. Coca-cola was the leading soft drink brand in india until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as reqired under Foreign Exchange Regulation Act(FERA) which governed the operations of foreign companies in india. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. Coca-cola owns more than 1/2of the worlds beverages. Coca-cola is affordable in all the outlets we surveyed.

Coca-cola comes in variety of sizes worldwide so one can use it for a crowd as well as for a personal snack.

MISSION OF COCA-COLA: To refresh the world in mind, body and spirit To stand as a global leader in beverages. To make our product available in each hand. To make our product distinctive. To inspire moments of optimism through our brand and
action.

To create value in brands and difference everywhere we

engage.

VISION OF COCA-COLA: PROFIT: Maximize the return of shareholder. PEOPLE: Establish a great place to work where people
are inspired to the best they can do.

PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and safely peoples desire and need. building a mutual loyalty.

PARTNERS: nurturing a winning network of partners & PLANET: being a responsible global citizen that makes a
difference.

VALUES AT COCA-COLA
The values that the employees in the Company are expected to keep up to and work by regularly are as follows: LEADERSHIP: To take an initiative and lead, motivate and drive the team with energy and zeal, to deliver outstanding results. INNOVATION: To continuously strive for progress and reach the next level of excellence in everything we do. PASSION: To be deeply committed and display drive and energy in the quest to deliver outstanding performance. TEAMWORK: To unite for greater strength and work collectively as a group towards the achievement of common goals. OWNERSHIP: To think and act like owners at all levels; to have decisions taken at the lowest appropriate level. ACCOUNTABILITY: To be individually and transparently accountable to our colleagues for delivering agreed targets and goal.

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MARKETING STRATEGY OF COCA-COLA

Focus on availability of products in market Focus on availability of products in outlets. Coke products visible for consumers. More focus in rural area. Regular market vigilance by market developer. Distribution of product according locality.

Extra focus on exclusive outlets. Aggressive rural area advertisement.

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FOCUS ON AVAILABILITY OF PRODUCTS IN MARKET

Coca cola works on the philosophy of DIKHEGA TO BIKEGA.This is the main formula of the marketing strategy of each company.So availability of product in the market is clear.For this reason market developer daily come in market to check their product availability.

FOCUS ON AVAILABILITY OF PRODUCTS IN OUTLET

There is big difference between the availability of products in market & outlets. Coca-Cola want that their product displayed in each outlet in market so it is important that the product first available in market after than it put on outlets.

FOCUS ON VISIBILITY OF COKE PRODUCT IN MARKET

Coca is today aiming at making its products visible to its customers so it provides the retailers with the racks to display its items.Company also provides the retailers with the visicoolers to make the chilled products visible to the customers.

MORE FOCUS ON RURAL AREA

The rural market is a significant part of our sales promotional discount scheme which is enabling us retailers link with our product.The real market in India is the rural market. If u can crack it, there is tremendous potential.In early 2002 CCI launched a new advertising campaign for attracting more rural consumers. The aids with India leading bollywood star Aamir Khan,With movie of lagaan.The tag line of aid is

(Thanda Matlab Coca-Cola)

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REGULAR MARKET VIGILANCE BY MARKET DEVELOPER

To know the position of Cokes product in the market coca-cola appoint some executives those who go in market to check the visibility and availability of companys products take care companies assets, check visicoolers and talk to shopkeeper & take feedback about their product.

DISTRIBUTION OF PRODUCTS ACCORDING TO LOCALITY

Coca-cola company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station, bus stand are consider in this category and place which have low sellings the company gives small schemes to the shopkeepers.

EXTRA FOCUS ON EXCLUSIVE OUTLETS

Outlets which only sales coca-cola product and gives good sale to company,are consider in this category company gives extra schemes, discount and other gift to these shops and tries to keep them happy and make long relationship.Problem of these kind of outlets are resolved as soon as possible.

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AGGRESSIVE ADVERTISEMENT
Coca-cola use the concept of aggressive advertises for sales promotion.Company introduces different schemes and advertises them with electronic and print media. These advertisements build Brand image and establish awareness. Brand ambassador play an important role. Brand ambassador encourage the today youth to trust their instincts and influence them.some successful advertisements are taaza mango, maaza mangoand bottle mein aam, maaza hai naam. life ho to aisi, jo chaho wo ho jaye.The biggest ad campaign was in 2002 thanda matlab coca cola which gave a strong push to the product in the market.

Thanda matlab coca cola

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JAMSHEDPUR CITYS INTRODUCTION

Jamshedpur is the largest urban conglomeration in the state of Jharkhand, India. Jamshedpur is a well-planned industrial city of India, founded by late Jamshedji Nusserwanji Tata. It is also known as Steel City and TataNagar or simply Tata. Jamshedpur is the headquarters of the East Singhbhum district of Jharkhand. It has a population of 1.1 million and ranks 28th among the 35 million-plus cities in India. It is located on the Chota Nagpur plateau and is surrounded by the beautiful Dalma Hills. The city is bordered by the rivers Subarnarekha and Kharkai on the north and west parts of the city. Jamshedpur is a major industrial center of East India.It houses numerous well known company's like Tata Steel, Tata Motors, Tata Power, Lafarge Cement, Telcon, BOC Gases, Praxair, TCE and many more. It is also home to the one of the largest Industrial Belts of India known as Adityapur. It is a modern, industrial city; the main industries being iron and steel, truck manufacturing, tinplate production, cement and other small and medium scale industries revolving around these products. The largest factory is that of Tata Steel (the erstwhile Tata Iron and Steel Company or TISCO), and it is situated almost at the center of the city. Tata Steel is the largest iron and steel producing plant in India, as well as the oldest.

Tata Steel plant in Jamshedpur The steel plant is large enough and still covers around a fourth of the land area of Jamshedpur, and has two inland water lakes. The other major factory in the city is Tata Motors with Telcon, which manufactures heavy vehicles and construction/earth moving equipment. Tata

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Motors was previously called The Tata Engineering and Locomotive Company (TELCO), as railway locomotives were once manufactured here.

DEMOGRAPHIC
Jamshedpur had a population of 1,134,788 and ranks 28th among the 35 million-plus cities in India according to the census 2001. Males constitute 53% of the population and females 47%. Jamshedpur has an average literacy rate of 82%, higher than the national average of 59.5%. In Jamshedpur, 11% of the population is under 6 years of age. The conversational language is Hindi. However tribal languages like Santhali and Ho are also spoken in some parts of the city. The population is cosmopolitan in nature owing to migration of people from all over the country to work in the numerous industries present in the city. Apart from the native tribal population the other ethno-religious groups are Bengalis, Biharis, Punjabis, Oriyas, Gujaratis, Marwaris and Muslims . There is a small but significant number of South Indians as well.

Telco: This township is owned and maintained by Tata Motors. Telco officials and employees enjoy all facilities ranging from medical to entertainment all within this area itself, including health care, sports and education. There is also a 'Telco Club' with a swimming pool and a good cricket ground next to it.

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Adityapur:Connected to the Steel City by Kharkai Bridge, at one time held the status of Asia's largest industrial estate. Most of the ancillary businesses catering to Tata Motors and Tata Cummins are located here. Though situated in a district (Saraikela-Kharsawan) other than that in which Jamshedpur is located (East Singhbhum), it is considered a part of the city. An All India Radio High Power broadcasting station is located here.It houses more than 800 small scale industries and prior to noida was the largest industrial belt in Asia

Mango:Situated across the Subarnarekha River, it's a huge and growing residential area. Once a suburb, thanks to construction entrepreneurs, Mango is now a real estate hotbed. Locations around Lake Dimna offer the most scenic views in the City.

Govindpur: Close to Tata Motors, Sumant Mulvakar Park, the Tata Power plant, and the Lafarge Cement plant, Govindpur lies on the way to the Rakha Copper Project and Jadugora Uranium Mines.

Bhalubasa: A residential area with private housing. Its major landmark is the flyover connecting Sakchi to the Agrico area.

Map showing the areas of Jamshedpur

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RIGHT EXECUTION DAILY(RED)

To understand Coca-Cola market, Right Execution Daily (RED) is the only tool to analyse how its effectiveness has become fundamental to Coca-Colas growth. Right execution daily is executing a routine that have parameters with set standards in the market on a daily basis through the channel that constitutes of management (at various level), Market developers (MD), distributors and retailers. RED is a tool for the Coca Cola Company that takes care of the proper maintenance, marketing and sales of the products in the
market.To function properly, the market has been segmented into various types

according to RED. I. DEPENDING ON THE TYPES OF OUTLET: GROCERY: Outlets primarily engaged in retailing of food and various
household items. It includes Grocers (Outlets dealing mainly in grains, spices, edible oil, vanaspati etc.) and General stores (Outlets selling items of day to day requirements and stocking of variety of branded products).

EATING AND DRINKING: Outlets selling items to eat which are being
cooked within outlet, made at the outlet with possibility of consuming those products within outlet. The outlet may have a place to sit. It includes Bakery/Mithai shops/Restaurants/ Bars/ Juice centers/ Soft drink shops/ Tea shops/ Cafes etc.

CONVENIENCE: Includes outlets which are small, generally accessible

locally. These are often located alongside busy roads. It includes Chemists, STD booths, Pan Shops etc.

II.

Depending upon the volume of sales:

18 The classification is based on the kind of sales an outlet have in a year. They are divided into three types DIAMOND, GOLD, SILVER and BRONZE. The table below shows the volume per outlet categorization:

DIAMOND GOLD SILVER BRONZE

>800 500-799 200-499 < 200

III.Depending upon the income of the consumers

Depending upon the income of the consumers in an area the market is divided into HIGH, MEDIUM and LOW. This classification gives an idea to the outlet which product to go for in a particular market.

19 TABLE SHOWING THE INCOME CLASS OF CONSUMERS ON THE BASIS OF VOLUME SALES

HIGH (Diamond& gold) MEDIUM(silver) LOW(bronze)

RED PARAMETERS
The RED parameters are VISICOOLER,ACTIVATION & AVAILABILITY.Company can only perform all these activities through RED. To keep a tab on the proper functioning of RED, RED SCORING is done on the monthly basis by ac nielson. The RED SCORING rates an outlet and gives scores depending on the compliance of all the parameters. Various other activities assist the functioning of RED to achieve the overall goal of maintenance, marketing and sales of the Coca Cola product. 1. VISICOOLER: Visicooler is the chilling equipment used to keep the drinks chilled so that it can be served in ready to drink form. In general, It is a refrigerator . Hence it serves the dual role of chilling equipment as well

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as the displaying space for the products of Coca Cola. It helps the consumers the chance or the option of looking at and ultimately buying the variety of products the company offers. During my training and the subsequent visits to the outlets it was not difficult to understand the importance of visicooler. Of course its primary equipment where the products are kept but what excites me the most is the way it is used for the purpose of display of products. The visicooler in a way assist the consumer and hence the company in making the process of sale and purchase an easy process. Another important aspect of visicooler is the fact that it adds on to the overall look of the outlet. The stylish outlook, the shuttle finish and compact body of the visicooler provides these small outlets the much needed appearance and look. Sometimes an outlet is very small and the visicooler is the only item worth looking at. Some of the norms are followed in RED parameters are:-

1.Visicooler standardIt depends upon the holding capacity of the drinks in the visicooler.There are various sizes such as 30v/s,20v/s,15v/s,9v/s,7v/s and 4v/s. A standard has been set depending on whether the outlet belongs to the Diamond, gold or silver category or high,medium or low income standard. During my tenure of summer training,I found in my areas like 30v/s in ADITYAPUR,GOLMOURI,TELCO andDIMNA.In Adityapur like ice cream parlour. Satkar hotel in Golmouri,Kolkata sweets in Telco and Manish store in Dimna .

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Visicooler in a prime position:

Prime position for the visicooler is that visicooler should be present at the most important point of the outlet. Most important point in this case is the entrance or outside the shop. In case of eating and dinning outlets the place visible from the main dinning area is considered as the prime position. Prime positions for the visicooler means greater visibility which means greater awareness and hence increase in sales. Also keeping such an expensive asset inside the shop where no one can see it doesnt make any sense, neither to the outlet nor to the company. In other words if the visicooler is not kept at the prime position it will serve the primary objective i.e. storage but will fail to serve the secondary objective i.e. marketing. Purity:
Purity of visicooler means that it should contain the products of Coca Cola only . In

my market region purity was the main factor. Like the prime position, convincing the outlets to keep their visicooler pure is not easy. Especially when the norms for purity are very strict. Even a single item inside the visicooler other than the Coca Cola product is considered impure. I have seen visicooler where outlet owners keep varieties of other products like butter, chocolates, water (not Kinley), sweets etc. Keeping Pepsis product is simply not acceptable. in my areas I had found that most of the outlets use other products in companys fridge.in short I found impure.

Visicooler light
Light of the visicooler makes sure that products inside it are visible to everyone. Though seems an ordinary aspect but is very important for the

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visibility purpose especially in night. An illuminated visicooler in night outside the outlet is a treat to eyes. Brand order: There is a set pattern as to how to keep the bottles (CAN, TETRA PACK, RGB, MOBILE, PET) inside the visicooler which flavour of the Coca Cola product will be placed where. As per the norm its COLA (Thumbs up and then Coca Cola), LIME (Sprite and then Limca), ORANGE (Fanta), JUICE (Maaza and Minute made pulpy orange) and Kinley soda and water.IN Short it should be kept in COLOZ-K.In my area,brand order was the another factor.products of coke are hardly kept in brand order any of the outlets.

AVAILABILITY
Availability of products in the distributor point and the outlets is one of the most important aspects that is taken care of by RED. Availability is in direct relation with the sales of the product and is given a lot of attention by the company. 50 marks out of 100 to availability in RED score .The bottling plant in Patna is the major source of the supply of product in the market. PET bottle and MAZZA are not manufactured in Patliputras plant. They are brought in from different plant may be from pune. In Jamshedpur the supply is done through direct sales route. Earlier the plant was set up in ADITYAPUR but due to some circumstances it had been closed. so now the supply is totally done from MMTC(GAMHARIA)(where the stock are dumped by the coke industry)and then the stock are loaded and supplied to the market. During seasons I had seen some of the issues relating to availibility of products.As we know that there is a wide gap between production point and consumption point.As the plant is in Patna and from there the distribution is done. And to remove the hindrance ,transportation is the only mode.

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MMTC

COMPANY'S PLANT

MARKET

TABLE SHOWING THE DIRECT SALES ROUTE:

ACTIVATION
Activation means the presence of advertising materials of Coca colas product in and around the outlets. The various activation materials are Flange,flex, Glow sign board,simple boards, Table top display unit, Price communicator, Aerial mobile hanger, Road standee e.t.c. All these materials are provided by the company at free of cost to the retailers. Most of the displaying materials remain outside the shop, there is a constant threat from the antisocial elements of damage or theft. Though these materials are not very costly but a loss is a loss anyways. During my training period,through glowsign boards were given to some of the retailers. glowsign boards are generally given to the retailers by seeing their income standard,outlet and the area where the shop is there. During my tenure most of the outlets were given Flex.glow sign boards are something different then flex.glowsigns are having light in it which glow during the night hours.these are much more attractive and eye catching.

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Some of the activation part is related to the display of bottles in the racks or table top display.

flex and glowsign of coca cola

ASSISTANCE FOR RED

In order to make the RED work the way it should, Company assist the whole concept through various tools.. 1.PERMANENT JOURNEY PLAN (PJP)-Number of RED outlets visits a day by a MD. which is decided by the team leader. 2.NON PERMANENT JOURNEY PLAN:-It is not necessary to visit those RED outlets but should be taken care of.

SALES PROMOTION BY COCA COLA COMPANY Some of the sales promotion activity done by the coca cola company. During my summer interns there are some of the sales promotion activity done in flavours like sprite ,coke and thumsup .Coca cola company does do sales

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promotion for retailers and customers too. Various types of sales promotion done like:1.Consumer sales promotion method 2.Retailers , traders and wholesellers promotion method 3.Sales force promotion method 1.CONSUMERS SALES PROMOTION METHOD:These are directed to customers to induce them to buy companys product by some of the consumers sales promotion devices. 1. 2. 3. 4. 5. Free trials Samples Premium Bonus stamp Cash refund offer

2.RETAILERS,TRADERS AND WHOLESELLERS PROMOTION METHOD:Trade sales promotion is an incentive given to the middlemen to buy goods in large quantity from the producer and the consumer.Some of the trade promotion are: Discount Display and advertising allowance Store demonstration Free goods

3.SALES PROMOTION METHOD:Sales promotion method are those which are intended to motivate the sales force to increase sales. These method support the salesmen to do the job effectively and sincerely.Some of the sales promotion methods are: Bonus to sales force Sales force contests Sales meeting conferences

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PROMOTION STRATEGIES

Sprite khol Seedha bol offer

This offer for consumer was launched by the company in mid may where it offers free talk time worth rupees one crore (in total) with every bottle of SPRITE. A unique code was there inside the crown which consumer was supposed to sms at a particular number. The tool was extensively used by the company to make the soft drink market lucrative for the customer. Various posters and banners were posted in the market regarding this offer and a conscious effort was done to explain the concept to the outlet of the offer.these offer was only for the end consumers. Thumpsup CrownThis offer was also for end customers.this offer was launced in the month of may,where rs 1,2,10 amount was printed inside the crown and after returning that crown he will get that amount which was printed inside the crown.during my tenure this offer was valid.

Quantity discount
Quantity discount varies from time to time and product to product. This tool is mostly resorted to by Coca Cola during the period when the demand is low. For instances the Company gave two bottles absolutely free to the retailers with one crate of soft drink. During my training I have seen these offers given to the retailers from time to time.

Point of purchase (pop) display

Coca Cola Company supplies POP materials in large numbers to the retailers for the purpose of proper merchandising of its products. Almost all retail shops dealing in Cokes range of products posses various POP materials that include stickers, banners, posters, sign boards, umbrellas, shelves etc. POP materials play an important role in promoting the sales volume.

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Chilling equipments
Coca Cola Company provides various chilling equipments like Visicoolers, Chest coolers and Ice boxes. These equipments are provided free of cost to the outlets depending upon the kind of sale they have. Time to time up gradation is also done in case of Visicooler. During my tenure I have seen the distribution of Ice boxes to the very small outlets and installation of visicoolers in some places.

Free gifts
Free gifts like Shirts, T- Shirts, Wrist watches etc bearing company name and logo is given to sales personnel and the distributors and retailers.

HVO (High volume outlet) It is kind of agreement between the outlet and company where a target is set for the outlet in consultation with them. On achieving this annual target the company pays the decided amount to the outlet. These agreements are done to increase the efficiency of outlets that already are outlets with high volume.

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Some of the print ads of coca cola:

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Coca cola brands are:-

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SWOT ANALYSIS
A SWOT analysis helps find the best match between environmental trends (opportunities and threats) and internal capabilities.

A strength is a resource or capacity the organisation can use effectively to achieve its objectives. A weakness is a limitation, fault, or defect in the organisation that will keep it from achieving its objectives. An opportunity is any favourable situation in the organisation's environment. It is usually a trend or change of some kind or an overlooked need that increases demand for a product or service and permits the firm to enhance its position by supplying it. A threat is any unfavourable situation in the organisation's environment that is potentially damaging to its strategy. The threat may be a barrier, a constraint, or anything external that might cause problems, damage or injury.

In general, an effective strategy is one that takes advantage of the organisation's opportunities by employing its strengths and wards off threats by avoiding them or by correcting or compensating for weaknesses. The first part of any SWOT analysis is to collect a set of key facts about the organisation and its environment. This will include facts about the organisation's markets, competition, financial resources, facilities, employees, inventories, marketing and distribution system, R&D;, management, environmental setting (e.g. Technological, political, social, and economic trends), history and reputation. The second part of a SWOT analysis is to evaluate data to determine whether they constitute strengths, weaknesses, opportunities or threats for the organisation. This may be done independently by the individuals in a group, results being compared afterwards. It is important to note that any given fact may give rise to more than one evaluation, and so to ask - " How may this fact be considered as an opportunity as well as a threat?"; "How may this apparent strength turn out to be a weakness?"; "How does this weakness really represent a strength?" The answers to these and similar questions may give managers new insights into choosing appropriate strategies. With a SWOT analysis it is useful to ask these questions:

How How How How

can can can can

we we we we

use our strengths? address each weakness? exploit each opportunity? guard against each threat?

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Advantages of SWOT

Simple and only costs time to do. Generates new ideas to help take advantage of an organisation's strengths and defends against threats. Awareness of political and environmental threats allows an organisation to have response plans prepared.

Disadvantages of SWOT are:

May tend to persuade organisations to compile lists rather than think about what is actually important in achieving objectives. Presents lists uncritically and without clear prioritisation so that, for example, weak opportunities may appear to balance strong threats.

ABOUT COCA COLA SWOT ANALYSIS OF JAMSHEDPUR MARKET:-

The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of Non-alcoholic beverage concentrates and syrups, in the world. Coca-Cola has a strong brand name and brand portfolio. The Companys strong brand value facilitates customer recall and allows Coca-Cola to penetrate markets. However, the company is threatened by intense competition which could have an adverse impact on the companys market share. For coca cola company, swot can be analysed through:RETAILERS: Product (which product they are selling?) Process (how they are selling it?) Customer (to which type of customer they are selling?) Distribution ( reach of companys product) Price (at what price they are selling?) Administration (and how they are managing all this?

CUSTOMERS: Popularity(known to people or not?) Taste, brand name and distinctive packaging(out of this what they like?)

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Brand(which brand of coke the like? PRICE(appropriately priced or highly priced?) COMPETITOR(do the like any other competitor brand or not?) There are internal and external factors of swot which has been analysed by me during my tenure. they are:INTERNAL FACTORS OF COCA COLA IN JAMSHEDPUR ARE: Factors should be evaluated across the organization in areas such as:

Company culture Company image Organizational structure Key staff Position on the experience curve Operational efficiency Operational capacity Brand awareness Market share Patents and trade secrets -Popularity

-I Some of the external factors: 1.Strenght are: Popularity Well known Customer loyalty Branding obvious and easily recognized Low operating cost 2.Weakness are: Word of mouth lack of popularity of many Coca Colas brands health issues 3.Opportunity are: Brand recognition Many successful brands to pursue Buy out competition 4.Threat : Changing Health consiciousness attitude Legal issues Competition(pepsi)

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Strength:Coca Cola is an extremely recognizable company.Some of the strength are:

Popularity is one of its superior strengths that is virtually incomparable.

Coca Cola is known very well worldwide. It's branding is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. Without a doubt, no beverage company compares to Coca Cola's social popularity status. Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying. At the other end of the spectrum, certain individuals choose not to drink coke, based solely on rebelling from the world's idea that coke is something of such great power. Overwhelming is the best word to describe Coca Cola's popularity.

Another strength that is very important to Coca Cola is customer

loyalty. The 80/20 rule comes into effect in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles and cases of a product such as coke in a house. It seems that some people would drink coke religiously like some people would drink water and milk. This is an improbable feat. Customers will continually purchase these products, and will probably do so for a very long time. If two parents were avid Coca Cola drinkers, this will be passed down do their children as they grow loyal to the company. With Coca Colas ability to sell their product all over the world, customers will continue to buy what they know and what they like Coca Cola products.

Coca-Cola has strong brand recognition across the globe. Coca-Cola as

one of the leading brands in their top 100 global brands ranking in 2006. The company owns four of the top five soft drink brands in the world: Coca-Cola, Diet Coke, Sprite , Fanta, Thumpsup and mazza. Over the years, the company has made large investments in brand promotions. Consequently, Coca-cola is one of the best recognized global . The companys strong brand value facilitates customer recall and

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allows Coca-Cola to penetrate new markets and consolidate existing ones.

Coca-Cola is the largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world. Coca-Cola is selling trademarked beverage products since the year 1886. The company currently sells its products in more than 200 countries. The companys operations are supported by a strong infrastructure across the world. Coca-Cola owns and operates 32 principal beverage concentrates and/or syrup manufacturing plants located throughout the world..

Weakness:
Coca Cola is a very successful company, with limited weaknesses. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, and the products in which they produce. Word of mouth unfortunately is something that is very hard to control. While people will have their opinions, you have to try to sway their negative views. If bad comments and views are put out to people who have yet to try Coca Cola products, then that could produce a lost customer which shows why word of mouth is a weakness

Another aspect that could be viewed as a weakness is the lack of popularity of many of Coca Colas drinks. Many drinks that they produce are extremely popular such as Coke and Sprite but NIMBU FRESH and PULPY ORANGE is not so popular as other brands of coke. Most are unknown and rarely seen for available purchase. These drinks do not probably taste bad, but are rather a result of low profile or non existent advertising. This is a weakness that needs to be looked at when analyzing their company. Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like coke is not very beneficial to your body and your health. With todays constant shift to health products, some products could possibly loose customers. This new focus on weight and health could be a problem for the product that are labeled detrimental to health.

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Opportunity:Coca Cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to advertise its less popular products. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Another opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business. However, with Coca Colas power and success, such a task is not impossible. Coca Cola has bought out a countless number of drink brands. An easy way to turn their profit into your profit is too buy out their company. Even though this may cost a vast amount of money initially, in the long run, if all goes to plan, it results in a large profit. Also, the company will no longer need to worry about this product being part of the competition. Brand recognition is the significant factor affecting Cokes competitive position. Coca Cola is known well throughout 90% of the world population today. Now Coca Cola wants to get there brand name known even better and possibly get closer and closer to 100%. It is an opportunity that most companies will ever dream of, and would be a supreme accomplishment. Coca Cola has an opportunity to continue to widen the gap between them and their competitors.

Threat:Despite the fact that Coca Cola dominates its market, it still has to deal with many threat. Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a serious effect on Coca Cola. This definitely needs to be viewed as a dominant threat. In todays world, people are constantly trying to change their eating and drinking habits. This could directly affect the sale of Coca Colas products.

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Another possible issue is the legal side of things. There are always issues with a company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca Cola has to be careful with lawsuits. Health minister could also be looked at as a threat. Again, some people may try to exploit the unhealthy side of Coca Colas products and could threaten the status and success of sales. Other threats are of course the competition. Coca Colas main competition being Pepsi, sells a very similar drink. Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. Other product such as juices, coffee, and milk are threats. These other beverage options could take precedent in some peoples minds over Coca Colas beverages and this could threaten the potential success it presents again.

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Competition between coke v/s pepsi

Pepsi and Coca-Cola had/have different brands of soda and other drinks competing with each brands of soda and other drinks competing with each other's company in and across the country.
Flavor/type PepsiCo The Coca-Cola Company Coca-Cola New Coke / Coke II (discontinued) Diet Coke / CocaCola Light Tab Coca-Cola Zero Coca-Cola C2 (discontinued)

Dark cola

Pepsi

Diet / Low calorie

Diet Pepsi / Pepsi Light Pepsi ONE Pepsi Max Pepsi Edge (discontinued) Tropicana Twister Slice Mirinda Sunkist Kas Crush br />Yedign (Turkey) Tropicana

Low carbohydrate

Orange

Fanta Minute Maid Royal Tru Orange (Philippines)

Juices

Dole (refrigerated and cans only)

Lipton (ready-to-drink products only) (manufactured by Unilever)

Minute Maid

Iced tea

Nestea (manufactured by Nestle in the USA and by Beverage Partners Worldwide (BPW), a joint venture

38 between Nestle and Coca-Cola elsewhere) Dasani Smart Water Bonaqua Kinley Ciel Eva Viva! (Philippines) Turkuaz, Damla (Turkey) Chaudfontaine (Belgium), Mount Franklin (Australia), Pump (Australia), Kropla Beskidu (Poland), Vital (Chile), Naturaqua(Hungary) Namthip (Thailand) Bankia (Bulgaria) Barq's Sarsi (Philippines) Fanta Root Beer Powerade Aquarius Relentless Mello Yello Vault Fresca Surge (discontinued) Rondo (discontinued) Lift Sparkle (Philippines) Sprite Coca-Cola Vanilla Coca-Cola with Lime (discontinued)

Water

Aquafina

Root beer

Mug Root Beer

Sports drink

Gatorade Propel

Citrus

Teem Sierra Mist Mountain Dew Mountain Dew MDX (Discontinued) Kas

Vanilla-flavored cola Lime-flavored cola

Pepsi Vanilla (discontinued) Pepsi Lime

39 (discontinued) Lemon-flavored cola Pepsi Twist (discontinued) Sobe Lifewater Diet Coke with Lime Coca-Cola with Lemon (discontinued) Glaceau Vitamin Water

Enhanced water

SWOT MATRIX (TOWS MATRIX)

The SWOT Matrix illustrates how management can match the opportunity by facing your institution with its own strength and weakness to yield four sets of possible strategic alternatives. The SWOT Matrix framework lends itself to brainstorming to create alternative strategies that you might not otherwise consider. To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below: SWOT / TOWS Matrix Strengths Weaknesses

Opportunities S-O strategies W-O strategies

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Threats S-T strategies W-T strategies

Basically four main strategies are proposed:

S-O strategies pursue opportunities that are a good fit to the companies strengths. These strategies are based on strengths to take advantage of market opportunities. W-O strategies overcome weaknesses to pursue opportunities. These strategies are based on overcoming weaknesses to take advantage of market opportunities. S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats. These strategies are based on strengths to avoid market threats. W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats. These strategies are based on overcoming/minimizing weaknesses to avoid market threats.

TOWS MATRIX OF COKE Following is the detailed analysis of Pepsi-Cola TOWS matrix: WT ANALYSIS

One weakness that COKE posses is that it has very strong taste it really feels that something highly toxic going inside the body, where as the same product of the coke is not much strong. They also have a problem of imitators as receives complaints from customers.. Lack of popularity for some brands of coke.

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WO ANALYSIS

They lack behind in catering the rural areas and just concentrating in the urban areas. They should try to increase their distributions and also focus on capturing rural areas; this will become a big opportunity for them. The other big weakness is health issues.

ST ANALYSIS

Coke is much expensive than other competitors brands Legal issues in market Rival companies is a big threat for coke market

SO ANALYSIS

Large No. of diversity businesses is also its main strength as it ahs diversity in many businesses such as coke beverages, coke foods, coke Restaurants, and due to large number of diversity they can capture more customer, therefore it will become such a big opportunity for coke market in Jamshedpur. Income class of consumers is also a strength and an opportunity for coke market Popularity is again the biggest strength and opportunity for coke market.

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ABOUT MY TENURE
During my tenure,I was given to analyse the market of Jamshedpur to know the SWOT of coke market. It would be incomplete,if I would not have used the COKE SWOT STRATEGY. To analyse this I had made sample questionnaire for retailers as well as customers. RETAILERS: Product (which product they are selling?) Process (how they are selling it?) Customer (to which type of customer they are selling?) Distribution ( reach of companys product) Price (at what price they are selling?) Administration (and how they are managing all this?

CUSTOMERS: Popularity(known to people or not?) Taste, brand name and distinctive packaging(out of this what they like?) Brand(which brand of coke the like? PRICE(appropriately priced or highly priced?) COMPETITOR(do the like any other competitor brand or not?)

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The questionnaires are shown below:

QUESTIONAIRE (CONSUMER)

Name Occupation:Professional Student

Age Businessman Any other

Sex: M\F Service

1. Do you prefer coca cola as a drink? Yes No 2. Which soft drink you prefer the most? (rate it according to your preference) Coke Pepsi Sprite 7up Fanta Mirinda Thumps up Limca

mountain dew

3. Which juice you prefer the most?(rate it) Nimbu fresh Pulpy orange Maaza Slice Nimbooz

4. In coca cola brand what you like the most? Brand name Taste Availability Packaging Price Brand ambassador

5. Nimbu fresh a new launched brand in cocacola. Did you liked it? Yes No

8. Advertisement of which coca cola you like the most?

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Thumps up Limca

Sprite Maaza

Fanta Coca cola

9.How do you feel coca cola product are priced? Extremely over priced Appropriately priced Low priced Slightly priced

10.Is the coca cola brand are available at your arm reach? Yes No

If no, where do you want to get it?(Location)

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QUESTIONAIRE( RETAILER)

1. AREA: 2. OUTLET NAME

3. CHANNEL:(a)convenience (b)grocery (c) e&d type1(d)e&d type2 4. CATEGORY:(a) diamond (b)gold (c)silver(d)bronze

5. INCOME CLASS:(a)high (b)medium (c)low 6. COOLER SIZE:(a)4cc(b)7cc(c)9cc(d)15cc(e)20cc(f)30cc

7. COMPETITOR SIZE:(a)4cc(b)7cc(c)9cc(d)15cc(e)20cc(f)30cc 8. PURITY: (a)Yes (b)no

9. EXCLUSIVE/SHARED 10. Are you satisfied with the service of coca cola during lean season: yes/no

Seasons:yes/no

11.Are you satisfied with the competitors service during the:

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Season:yes/no

lean season:yes/no

12.Are you satisfied with the visicooler provided by the company: (a)yes (b)no

13.Are you satisfied with the visicoolers service: (a)yes (b)no

14.which flavor do you sale the most?(rate it) Thumsup Sprite Fanta Maaza MMNF coke 7up Mirinda Slice Nimbooz pepsi mountain dew Limca MMPO

15.Brand shiftment by the consumers: (a)Thumsup(b)Pepsi 16.Any suggestions/queries:

After the analysis of coke market in Jamshedpur,I found some of the issues like Non availabity of products during seasons Service is not good Customers brand shiftment Coke products price taste and packaging Non fulfillment of benefits to retailers by the company

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SOME OF THE TV COMMERCIAL ADS OF COCA COLA BRAND

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CHART SHOWING THE SALES FIGURE OF FLAVOURS IN JAMSHEDPUR.

50 45 40 35 30 25 20 15 10 5 0 thumsup sprite fanta limca mazza 150 Sales KINLEY WATER COCA COLA

MMNF

MMPO

Sales

150

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CONCLUSION
Thus at last,I would like to write that coke market is developed in Jamshedpur,but there are still some places left to be look out.SWOT analysis helped me to find out the various parameters of the market condition which is needed to change.SWOT factors are internal and external but sometimes PEST also influence the market condition.SWOT helped me to know the market condition of coca cola. SWOT analysis has been a framework of choice among many managers for a long time because of its simplicity and its portrayal of the essence of sound strategy formulation - matching a firms strength,weakness,oppurtunities and threats. Thus, it was a very good opportunity to work on the skill of patience as I got a huge market to deal with.It helped me in developing the kind of relation one needs to uphold in the corporate world and also helped me in building up the right attitude. Therefore, in the field of marketing and sales,the training period in (HCCBPL)was a good stepping stone into the real business world.

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SOURCES OF INFORMATION
http://www.coca-cola.com http://www.thecoca-cola company.com http://www.google.com http://www.wikipedia.org http://www.ko.com http://www.cybernoon .com Information from the market of jamshedpur (retail outlets)

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