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Amit report (coca cola)
 

Amit report (coca cola)

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    Amit report (coca cola) Amit report (coca cola) Document Transcript

    • COCA COLA BEVERAGE PVT LTD A SUMMER TRAINING PROJEGT REPORT ONTHE EFFECTIVE DISTRIBUTION PROCESS OF VARIOUS PRODUCT OF COCA COLA SUbMITTEd fOR ThE PARTIAl fUlfIllMENT Of ThE REqUIREMENT fOR ThE AwARd Of MASTER OF BUSINESS ADMINISTRATION SESSION 2010-2012Submitted By: - SUBMITTED TOAmit Kumar BalmikiMBA IInd Year AJAY SINGHRoll No. : -1066670012 TRAINING MANAGER 1|Page
    • S.R.M. bUSINESS SChOOl bkT, lUCkNOw ACkNOwlEdGEMENTThe Research report will be incomplete without acknowledgegiving my sincere, gratitude to all persons who have helped me inthe preparation of this dissertation. First of all, I thank “GODALIMIGHTY” for the blessings showered on me throughout thisproject work, which has helped me in the successful completion ofthe training. I express our thanks to Coca cola HindustanBeverages Ltd. for granting me the permission to work with theesteem organization. I am also thankful to Mr. Ajay Singh (TrainingManager) and then to Mr. Ashutosh Sharma (Sales Co-ordinator)and then to Rahul Singh (SE) and then to Pankaj Chaudhary(Logistic Co-ordinator) of Coca cola Hindustan Beverage Ltd. Theyguided and helped us in all possible ways they could, at everystage of the report.I would also like to thank all the Executives, distributors & staff ofCoca cola who provided us all the relevant information and theirkind support, on the basis of which this report has been prepared. . 2|Page
    • dEClARATIONI hereby declare that I have carried out Summer Training Project on thetopic entitled “The Effective Distribution process of Various Productsof Coca Cola” at Lucknow, Uttar Pradesh.I further declare that this project work is based on my original work andno part of this project has been published or submitted to anybody. AMIT KUMAR BALMIKI M.B.A IIND YEAR 3|Page
    • PREfACEIn summer the consumption of soft drinks is more due to hotweather in this time chilled weather is needed everywhere andevery body irrespective of age difference. In the market peoplesnot only need water, but they want same taste too. Here comesthe need of soft drinks: it has become an essential part of marketas people like it in addition to the bottles, now day’s packages ofsoft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters anddispensers are introduced to enhance the impact in sales.As an integral part as curriculum all M.BA a participant arerequired to undergo practical summer training in any industry for 6to 8 week’s period. The main objective of this training is tosupplement theoretical knowledge with exposure to practicaloperator of an organization or industry. Candidate tale much helpfrom this training when he get the job after completed thecurriculum in this training candidate get the better opportunity to inmeet the Retailer conjurer, whale sellers dealer by whichcandidates gain more and more information about the market. Bythis practical Experience candidate confident level is improved. 4|Page
    • Consequently we can say this training provide betterunderstanding of all functional areas of management skills. TAblE Of CONTENTS TOPIC PAGE NO.INTRODUCTION :OBJECTIVE OF THE PROJECT :COMPANY PROFILE :MARKET OF SOFT DRINK IN INDIA :DISTRIBUTION CHANNEL :ANALYSIS & INTERPRATION :RESEARCH METHODOLOGY :SWOT ANALYSIS :FINDINGS :RECOMMENDATION : 5|Page
    • LIMITATION :CONCLUSION :BIBLIOGRAPHY :ANNEXURE - QUESTIONNAIRE : 6|Page
    • 7|Page
    • INTROdUCTIONModern age is full of competition. Today only way of success isyour continuous efforts towards the growing market needs and insatisfying them. It is the marketer job to know what the marketspeaks i.e. the ever changing needs of the customer throughmarket research & adopt them fruitfully. It is must for all thecompanies to make policies according to the customers and thegovt. Today to succeed for any organization has to target itscustomer needs, to create a culture in the organization i.e. marketconscious & responsive to customer needs. Soft drinks industryhas become big business in India in recent years.The soft drink business under went major change with the entry ofPEPSI and re-entry of COCA-COLA in India in the late 80s whenParley with brands like Thumps, Limca & Gold spot was a clearleader. Coca-Cola took up the product line of parley in 1993-94;today both brands are the Indians favorite soft drinks. 8|Page
    • COMPANY PROFILE COCA-COLA (US)Coca cola is a world leader in beverages, with revenues of about$35 billion and over 180,000 employees. The company consists ofthe snack business of Frito-Lay North America and the beverageand food businesses of Coca cola Beverages and Foods, whichincludes Coca cola Beverages North America (Cola North Americaand Gatorade/Tropicana North America) and Quaker Foods NorthAmerica. Coca-cola International includes the coffee businesses ofFrito-Lay International and beverage businesses of Coca-colaBeverages International. Coca-cola brands are available in nearly200 countries and territories.Many of Coca-cola brand names are over 100-years-old, but thecorporation is relatively young. Coca-cola was founded in 1923through the merger of Pepsi-Cola and Frito-Lay. Tropicana wasacquired in 1998 and PepsiCo merged with The Quaker OatsCompany, including Gatorade, in 2001.Coca-cola Company – Coca-cola (formulated in 1898), Diet coke(1964) and Mountain Dew (Introduced by Tip Corporation in 1948).KO is the world leader in the food chain business. It consists ofmany companies amongst which the prominent one is Pepsi cola,Frito lay, Pepsi food international, pizza hut, and KFC and tacobell. The group is presently into three most profitable businessesnamely, beverages, snack foods and restaurants. It has scores ofbig brand available in nearly 150 countries across the globe.The beverages segment primarily market Pepsi diet, mountain dewand other brands worldwide and 7UP outside the U.S. market.They are positioned in close competition with Coca-Cola inc. ofUSA. A point to be noted is that coca cola get 80% of its profit from 9|Page
    • international operation while same figure of Pepsi co. stand at 6%,the segment is also in the bottling plants and distribution facilities.The restaurant segment primarily consists of the operations of theworldwide pizza hut, Taco Bell and KFC. Long time no.2 player inthe cola wars, Pepsi co. is widening the play field, over the lastyears; the company has invested more than $2billion in itsworldwide operations. When Coca-Cola changed its formula in 1985, Pepsi stepped upits competition with its long time archival claiming victory in thecola wars. Coke and Pepsi expanded their rivalry to tea in 1991when Pepsi formed a venture with #1 Lipton in response to coke’sannounced venture with nestle (Nestea) it has won over 30% ofthe ready to drink tea market, a part of the so called “new age”beverages segment. The beverage industry has witness the phenomenalgrowth over the last few years necessitating capacity increaseand builds up of commensurate infrastructure to meet thebusiness growth, which is accordingly matched. PepsiCo’s success is the result of superior products, highstandards of performance, distinctive competitive strategies andthe high integrity of our people. 10 | P a g e
    • Mission of the Company: Continuously excel to achieve andmaintain leadership position in the chosen businesses; and delightall stakeholders by making economic value additions in allcorporate functions. Coca-Cola bottling plant opens in 1950 in NewDelhi, operated by pure drinks Ltd. In 1951 Bombay plant opens,also operated by pure drinks Ltd. In 1953 and 1954 Calcutta &Kanpur bottling plant opens cont. 1973 was the time when 22bottling plant operated in 13States. In 1978 Coca-Cola withdraws Indian operations. In 1992 KO resumes business operation in India in joint venturewith JMRPCO. After that KO acquires Parleys brands (Thumps up,Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open inBombay, Calcutta and New Delhi. In 1996 Can, PET plant startedin pune. 1998-First Greenfield plant opens in Ahmedabad. Coca-Cola buys a no. of bottlers in India. Integration of allbottling units into 1 pans India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes a separate bottling entity(CBO) reporting in bottling investment group (BIG), Atlanta. 11 | P a g e
    • BUSINESS SEGMENTS The KO Group is divided into three-business segments-Beverage, Food and Education. It has a leading market position ineach of its three business segments. Our balanced portfolioproduced a solid business performance. Products and services,which look to the future, ensure that we will be well placed ingrowth markets. 12 | P a g e
    • 13 | P a g e
    • TYPES OF COOLERS • 2 cacs • 4 cacs. • 7 cacs • 9 cacs • 11 cacs • 20 cacs • 30 cacs 14 | P a g e
    • OUTlET kO ClASSIfICATIO VP N O Sl Ab (Ph y C/S )DIAMOND >800GOLD 500- 799SILVER 200- 499BRONZE <200KO VPO (ANNUAL) phy c/sRATE LIST-2010Brand Basic Amt.Vat charge Total Rate @ 12.5 %200 ML 149.33 18.67 168.00300 ML 190.22 23.78 214.00SD 300 129.78 16.22 146.00MLSD 500 224.00 28.00 252.00 15 | P a g e
    • ML600 ML 394.67 49.33 444.001.25 337.78 42.22 380.00LTR2 LTR 364.44 45.56 410.00DT 330 444.44 55.56 500.00ML330 ML 444.44 55.56 500.00KIN 144.00 18.00 162.00500MLKIN 1 97.78 12.22 110.00LIT 16 | P a g e
    • FRUIT JUICEBrand Basic Amt.Vat Charges Total Rate @4%MZ 200 ML 278.85 11.15 290.00MZ 250 ML 205.77 8.23 214.00MZ 600 ML 530.77 21.23 552.00MZ 1200 ML 480.77 19.23 500.00MMPO 400 509.62 20.38 530.00MLMMPO 1.2 600.96 24.04 625.00LTR 17 | P a g e
    • 18 | P a g e
    • ObJECTIVE Of ThE PROJECTThe objective of my training is survey in ALAMBAGH andCHARBAGH (A&B Routes) and LALBAGH, AMINABAD, SADAR,CANTT & etc in order to find out Market Share Of Coca Cola AndChannel Of Distribution it means we have to find that what is themarket share of coca cola in the market and what is the marketshare of his competitor Pepsi and we have to find that customertake coca cola brand from company vehicle or from dealer. 19 | P a g e
    • 20 | P a g e
    • COMPANy PROfIlECOCA-COLA ENTRY IN INDIACoca-Cola bottling plant opens in 1950 in New Delhi, operated bypure drinks Ltd. In 1951 Bombay plant opens, also operated bypure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plantopens cont. 1973 was the time when 22 bottling plant operated in13States. In 1978 Coca-Cola withdraws Indian operations. In 1992 KO resumes business operation in India in jointventure with JMRPCO. After that KO acquires Parles brands(Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can,PET plant started in pune. 1998-First Greenfield plant opens inAhmedabad. Coca-Cola buys a no. of bottlers in India. Integration of allbottling units into 1 pans India Company bottler, HCCBPL in1997-1999. In July 2005 HCCBPL becomes a separate bottlingentity 21 | P a g e
    • HISTORY OF COLAThe cola industry has phenomenal possibilities for rocketing profitgrowth inspire of the sign of relief heaved by the manufacture atthe abrupt sensational termination of coca cola monopoly thetastes of cola is by no means extinguished the coca. Cola have astatus symbol to it..., generated by the sub standard, penetrated,advertising and extensive distribution network.Total soft drink segment is growing at the rate of 10% per year stillif international standard area considered the per capitaconsumption of three serving in rock bottom, less than even ourneighbors Pakistan and Bangladesh, where it is four more asmuch. So with kind of a market potential coke entered in India in1991 after the permissions of setting up Britico Food company tocoke was granted by the government in Pune in 1992 the plantwas established for is deducted then the bottle are taken out of theline and cleaned again or rejected.The most important step is the mixing of drink concentratedissolved in the soft water the sugar syrup at the same time.Carbon dioxide is passed in the drink to produce a fizz. 22 | P a g e
    • After the crowing of the bottle the crown contains themanufacturing data batch number and Time.After crowing the bottle, the bottle comes again at checking screenfor checking the bottle.THE PRESENT POSITION OF COKE IN INDIACoke is a house holds name and is the lips of every one. Inpresent time every person knows the name of coca cola sinceIndia is one of biggest market and sultry summer from March theend of October and huge population has immensely helped in thesales the sales of coke in India and its making it more economical.Last years, the market share of Coca Cola was not specific. In thisyear company’s top management adopted new policy anddecreased the rate of all brands of coke. By this decision topmanagement determined the rate of 300 ml / 7Rs. And they madea new brand of 200 ml determine the rate of this brand 5Rs. Bywhich medium size family and lower level family can be taken theenjoy of coke. By this decision company’s marketing share hasbeen increased.In present time coke is captured approximate 70% market share incold Dinks line. Now coke has defeated all the soft drinkscompany. According to service and according to advertising cokehas appropriate position. 23 | P a g e
    • It has now emerged as the winner and has a good image in themarket.Coke has even sponsored the wills cricket world cup 96 at anestimated cost of 26 corers. ORGANIZATION STRUCTURE COCA-COLA HINDUSTAN BEVERAGE LTD. 24 | P a g e
    • 25 | P a g e
    • PRODUCTION PROCESS OF SOFT DRINKThe production process is highly mechanical is and automatic theraw material required for soft drink are concrete sugar syrup andtreated bottled the entire process take in the following steps.The first step in the production involves conversion of hard water inthe soft water.The next step is the preparation of sugar syrup in the plant itselfthe content of the syrup various according to the brand preparedthe syrup at most can be stored for 4 hours.Then the bottle is cleaned thoroughly before is done with steamwater jets and caustic soda.Bottle are then moved on a conveyor belt in a line and are closelyexamined in case some impurity is left. It the impurity theconcentrate coke is not a now product for the Indian it was there inIndia till 1977 but had to leave India on mass demonstration ledagainst it, instigated by the local brands it was leaded by Mr.George Fernandez in Agrain UP so when the program of re-launching was made, it was again (where it was made o leave thecountry), on the 24th October 1993 in order to a strong hold in theIndian market, it signed a pact with Mr. Ramesh Chauhan of Parleexports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri ClubSoda etc. at a cost of $40 million by doing so they gripped theIndian market of soft drinks and captured 65% of the entire softdrinks much that the competition was tougher and commoditieswas of the same standard. So the going was tougher, but still ithas managed to gain and keep in. 26 | P a g e
    • 27 | P a g e
    • MARkET Of SOfT dRINk IN INdIAToday India is one of the most potential markets, with population ofaround 900 million people, the Indian soft drinks market was onlyof 200 cases per year. This was very low even compared toPakistan and Philippines. Population and potential market are twomajor reasons for major multinational companies of entering India.They feel that a huge population coupled with low consumptioncan only lead to an increase in the soft drink market. Anotherincrease in the sale of soft drinks in the scorching heat and theclimate of India, which is suitable for high sale of soft drinks. Allthese factors together have contributed to a 30% growth in the softdrinks industry. If the demand continues growing at the same rate,within two years the volume could touch 1 billion cases. All thesefactors are the reasons for the entry two giant of the soft drinkindustry of the world to enter the Indian market. These two giantsPepsi and Coca-Cola, Themselves share 96% of the soft drinkmarket share. Rest is shared by Cadbury’s Schweppes, CampaCola and other soft drink brands. But was the scene same 20years ago? The answer is No. 1970 was the year of pure softdrinks Campa cola and Parle people (Thumps up and Limca). 28 | P a g e
    • Soft drink consists of a flavor base, sweetener and carbonatedwater. In general terms non-alcoholic drinks are considered as softdrinks this name soft drink was given by Americans as againsthard which is mainly alcoholic.The major participants involved in the production and distributionof soft drink are concentrate and syrup producers, bottlers andRetail channel. Concentrate producers manufacture basic softdrink flavors and retail channel refers to business location that tellsor serves the products directly to consumers.Soft drink is not a product, which a person plans to buy beforehand, but is an impulse purchase. Lots of sale depends upon thestrength of merchandizing done at the point of sale.It all begin in 1977, a change in government at the center led theexit of coca-cola which preferred to quit rather to dilute its equity to40% in compliance with the Foreign Exchange Regulation Act(FERA). The first national cola drink to pop up was double seven.In the meantime, Pure Drinks, Delhi on coke’s exit, switched overto Campa Cola.The beginning of 1980’s saw the birth of another cola drink,Thumps up, Parle the Gold spot people, launched it in 1978-79, as“Refreshing Cola”. By the mid-eighties Mc Dowells launched Thrill,and by the late eighties there was Double Cola, which entered in 29 | P a g e
    • India market, as a NRO-run out fit with its plant in Nasik{ Maharastra }, in 1978 Parle, Indian soft drink’s market (share33%) with its gold spot and Limca brands. Later Thumps Up alsostarted Thumps Up. At the same time the threat to the Indian softdrinks was that of fruit drinks. In 1988, fruit drinks market wasvalued at Rs. 40 corers and grew at the rate 20%.Coca-Cola entered Indian by buying up to 69% of the 1,800 corersoft drink market { i.e. 5 Parle Export brands of Thumps Up’sLimca Gold spot, Citra & Maaza }.Today the scene has changedmaking it a direct battle between two giant Coca-Cola and Pepsi.The picture will become clearer by looking at the India marketshares in the beverage industry.One of the strongest weapons in Coke armory is the flexibility ithas empowered its people with. In Coke every employee, may hebe a manager or salesman, have an authority to take whateversteps he or she feels will make the consumers aware of the brandand increase its consumption. Thus Coke believes in establishingand nurturing creditability of the salesman and makingcommitment to grow business in accounts. All these factors 30 | P a g e
    • together led to a high growth in the Indian market and constantlyincreasing market share. 31 | P a g e
    • COMPETITIVE ARENAThe soft drink market all over the world has been witnessing aneck to neck battle between the two major players, Coca-Cola andPepsi since the very beginning. The thirst quenchers are tryinghard to have the major chunk of the pie of carbonated soft drinkmarket. Both the players are spending their energies in buildingcapacity, infrastructure, promotional activities etc.Coca-Cola being 11 years older than Pepsi has dominated thescene in most of the soft drink markets in the world and enjoyingleadership in terms of market share. But the Coca-Cola people arefinding it hard to keep away Pepsi, which has been narrowing thegaps regularly. The two are posing threats to each other in everynook and corner of the world. While Coca-Cola has been earningmost of its bread and butter through beverage sales, Pepsi has amulti products portfolio with some portion from the same business.The two warriors are face to face once again here in India withdifferent strategies and tactics to attack the rival. Coca-cola isfocusing upon the joint ventures with the existing bottlers { fobo }franchise owned bottling operations to enhance its control onmanufacturing and marketing of its products range and attain thequality standards of its class. 32 | P a g e
    • Countering it Pepsi has taken the battle in its own hands byfloating as investment of $ 95 billion to set Pepsi Company. Indiaholdings, as subsidiary for {cobo} company owned bottlingoperations. Both the companies are following different path toreach the same destiny i.e. to fetch the bigger portion of aeratedsoft drink market. Both consider India a huge potential market, asper capita consumption here is a mere 3 serving annually againstthe world average of 80. Therefore, they are putting in their bestefforts to woo the Indian consumer who has to work for 1.5 hoursto buy a bottle of soft drink. In comparison to the internationalnorms minutes, a major hurdle to cross over for both the athletesfor getting no.1 position comparison to the inter. Coca-cola is wellset with its 53 bottling sites through out the country giving it anedge over competition by processing a well-built bottling anddistribution set-up. On the other hand, Pepsi, with two more yearsin india, has been able to set an image of a winner in India and hasbeen able to get the pulse of the India soft drink market. The soft 33 | P a g e
    • drink giants are leaving on stone unturned and her for the longterms.Coca-cola has been penetrating the market through its wideproduct range with a determination to change consumption patternof soft drink in India. Firstly, they upgraded the whole industry byintroduction 300 ml bottles, which in turn had given the industry abooming growth of 20% as compared to the earlier 5%. They wantto develop a coca culture here and are working on a strategy tooffer soft drink in every possible package. In coca-cola camp, theidea of competition has not come from Pepsi, but from the otherbeverages such as tea, coffee, nimbu pani, water etc. Pepsi isquite aggressive in its approach to Indian consumer. They aredesperately working on the strategy to be winners in the hot colawar between two big barons. According to Pepsi philosophy, it’s 34 | P a g e
    • the madness that encourages executive to think, to conjure upthose creative tactics to knock the fizz out their competition. Pepsihad plumbed a large on the visibility of its blue red and white logo.They have been going with aggressive marketing by putting AmirKhan, Akshay Kumar and their advertisement to endorse theirbrand, the role models for its targeted consumer the teenagers.They have increased the fizz in the market place by introducing thedispensers called fountain Pepsi and has been enjoying a leadover its rival there.Coca-cola on the other hand, has been working on the saying slowand steady wins the race’s side by retailing to every more of itscompetitor. They have procured the shield of thumps up with ahandsome market share in Indian soft drink market.Countering Pepsi’s international commercial that used twochimpanzees to cock a snoop at coke, thumps up come with thead line, don’t be Bandar, and taste the thunder. Also thumps uphas been positioned now very near to that young image of Pepsiand giving it a though time.These cool merchants have put everything on fire. It coke got thestatus of the official drink of wills. World cup, Pepsi blushed as 35 | P a g e
    • nothing official about it. As thumps up projected as ‘saaree jahanse achcha’ Pepsi was passionate enough with ‘freedom to be’ andnow the “yeh dil mange more” when thumps up came with thunderblast, the other offered ‘Pepsi stuff card’. If red is meant for coke,Pepsi has chosen to be blue. 36 | P a g e
    • COKE’S MARKETING STRATEGIESCoke decides on its marketing strategies at a national level andlends them a local flavor. For example, while festival mood plays astrong role in marketing, it is activated for Durga Puja in Calcutta,Dandiya in Gujarat, etc., Coke has its focus on the youth market inIndia.As a first step toward catching the attention of the youth, cokesigned on cricket heroes Saurav Ganguly and Javagal Srinath. Itslowly started talking about youth passions like cricket, films,festivals and food. Soon the advertisements started giving themessage, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola”And now it has started modifying film hits to frame catch lines thatappeal to the youth. This particular strategy has worked well forcoke.Coke is focused on distribution to ensure that its products arewithin customer’s reach. And it saves its focus has begun to pay itdividends. As per mid-1998 figures coke is selling as many bottlesin the hinterland of Punjab as it does the four metros. 37 | P a g e
    • THE FUTURE OF COCA COLAWhile doing business overseas offers coke wonderful growthopportunities it also has its own disadvantages. The economicslowdown in various overseas markets and the strong dollar hadtheir impact on coca-cola revenues and bottom line in 1998. Butthe company optimistic about the future.M Douglas Investor, the Chief Executive Officer of the Coca-ColaCompany says, “This past year 1998 has been a challengingperiod for the Coca-Cola Company as economic environmentbecame more uncertain in the later part of 1998, we stronglybelieve that our fundamental opportunities for long term growthhave not changed”.As long as maximization of share holder wealth remain Coke’sfocus for its future is assured Goizueta had stated and proven tothe world that focus on shareholder wealth does more good to thecompany than focus on revenues and it is not that coke does notenjoy volumes for it is world’s No.1 soft drink manufacture. It is notcontent with this title and is aiming at higher volumes year afteryear. Surely coke will continue to grow. Point on Roberto hadreduced the company basically to its trademark and the returns areso astronomical as to be off the boards. It just absolutely added ajet engine to their performance. 38 | P a g e
    • COCA COLA GLOBALIZATION STRATEGIESThe coca-cola company is global player and approximately 70 %of its volume and 80 % of its profit come from outside the UnitedStates of America. Although it was perceived as a standardizedbrand across the world, coca-cola had been quietly fine turning itsinternational marketing strategies to suit the needs of individualnational markets. Only the brand coca-cola, sprite and fanta weremarketed globally. In Latin America and Europe, where a heavyconsumer preference existed for lemon lime and orange sodas.Coke had developed a wide range of formulations and flavors tocater the needs of different countries. In ei salvador andvenezuela, a version of fanta called fanta kolita a cream soda typeof drink became extremely popular. Similarly, in indonesia cokehad been selling pineapple and banana limca, maaza and thumpsup in 1993. 39 | P a g e
    • A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLACoca-Cola Company marks a mile stone on Wednesday, 24 thMarch 1899 Chattanooga; Tenn. where its first bottling plant wasstarted 100 year ago by two men struck one of the most lucrativebusiness deals in US history.Joseph whitehead and benjamin thomas offered coca-colacompany owner asia candler a dollar for the right to bottle softdrinks in 1899. Today 1 billion soft drinks are sold each day inmore than 200 countries around the world.Candler had purchase what would become the cola company for$2,300 eight years earlier from john pemberton, an atlantaphamacist who astonished the world.Candler though the bottling venture would never succeed, but hesigned the contract with white head and thomas any way, “and therest is history”, bob lovell, vice president of marketing for coca-colabottling company. United inc., said in telephone interview fromchattanooga. 40 | P a g e
    • Lovell said thomas had seen cuban fields hand drinking pina friaa pineapple beverages, from bottles while he wasStationed in Cuba during Spanish American war. When hereturned to Chattanooga, he decided to pitch the idea of bottle softdrinks to coke, which was then sold only as a fountain beverage.“it occurred to him that coca-cola in bottles would be very popular”,Lovell said, “Mr. Candler did not see any future in it because thecontainers were not sound, but that’s how it all came about.“Thomas and whitehead promised to pay one dollar for the right tobottle coca-cola, but legend has it that no money changed hands. 41 | P a g e
    • COKE’S BOTTLING STRATEGIESIn the soft drink business the bottlers are responsible significantextent for ensuring the availability of the products. Bottlers aresupplied with concentrate to which they add aerated water andbother ingredients before packing and sealing either cans orbottles. Bottlers play a strategic role in the success of soft drinkscompanies and this was not far from Goizueta’s mind.In 1986 the company merged some of its company owned bottlingoperations with two large ownership groups that had been put upfor sale. All these bottling activities were combined to from its ownsubsidiary Coca-Cola Enterprises (CCE) to handle bottlingoperations. The Coca-Cola Company took 49 percent equity stakein Coca-Cola Enterprises enabling it to retain its own balancesheet. 42 | P a g e
    • PROMOTION : THE COCA-COLA WAYGOAL FOR THE 90’S“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OFDESIRE.CONSUMER ACTIVITY CLUSTERS:-• Grocery shopping• Other shopping & services• Eating and drinking• Entertainment / Recreation / Leisure• Travel / Transportation / Hospitality• Educational• At WorkTHE 3A’S:-The strategy for reaching in creasing numbers of consumers inIndia is based on the belief that consumers will buy our products itthey are Available, Affordable and Acceptable.STRATEGIES FOR THE 3A’S• Focus on the consumer and customer.• To provide quality customer services, and caring about the quality of performance in respective jobs.• Caring enough about what we do, to it the best we know how. 43 | P a g e
    • The 3A’s is Coca-Cola underlying strategy for meeting its goal toreach increasing numbers of consumer’s. How does coke positionits limited resources to help meet its good? Let us explore thespecific ways in which the Coca-Cola system addresses each ofthe 3A’s:-AVAILABILITYSome of the ways in which the Coca-Cola Company hopes toincrease availability of its product include improved or innovativepackaging, dispensing systems, distributions system andmarketing.AFFORDABILITYThe ways to address affordability include pricing decisions, as wellas resource management. To make its product available at a priceaffordable to the consumer. Continually processes more efficientand therefore more cost-effective.ACCEPTABILITYMaking coca-cola brand products the beverage choice for anyoccasions depends on a variety of strategies to reach the targetaudience. The common strategies adapted to effect acceptabilitywere though sponsorships, promotion youth market activities,community programs, and other activates. 44 | P a g e
    • 45 | P a g e
    • dISTRIbUTION ChANNElDistribution means supply of goods from company to its ultimateuser. After manufacturing the product the important work for the isto provide its goods to its ultimate user at the right time and whenmanufacturing process has been over. Than marketing work willbe start by the marketing Department adopt the policy for providinggoods to the consumer at the right time and place. Distributionmeans the way be which the product reach to the hand ofconsumer these all process comes under the Distribution ofNetwork. Good distribution network is essential for more sailingand customer satisfaction. If customer or retailer is not satisfy ofyour distribution net work. It reflects that company’s Distribution isnot good and some thing is wrong any when.The Distribution of Coca Cola of best. Company doesn’t want totake any type of risk so they have made the distributor in different2 areas. Distributor take the flavors from the company and depositall the payment in advance by this process company get all themoney at the right time. Distributors establish all the goods in barehouse company are appointed 2 or 3 executive for marketing.Executives are getting the salary from company. But sales manhelper, loader, appointed by the Distributor. Distributor is liable togive the salary to the sales man helper; loader and clerk the salesman do the work under the pressure of Executive. 46 | P a g e
    • From the bare house company launch the flavors in the market.The flavor reaches in the market to the retailer by two medium. 1) By the company vehicle 2) DealerCompany vehicle and dealers both provided the flavors to theRetailer.Retailer sales the flavor to the consumer. This is the goodmarketing strategy. 47 | P a g e
    • FLOW OF DISTRIBUTION CHANNEL Plant Warehouse Direct route Indirect route Market Distributor Market 48 | P a g e
    • DISTRIBUTION IN THE COCA-COLA SYSTEMGETTING PRODUCTS TO MARKETOne of the values of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-Indiaoperations – Richard Nicholas, “Our goal is to have cokeavailable within an arm’s reached of desire”. To fulfill this goal,coca-cola not only produces products, but also has an effectivesystem to distribute them all over India.DISTRIBUTIONDistribution sales + delivery + merchandising + local accountmanagement.Distribution of Coke’s products includes the activities of sales,delivery merchandizing and local accounts management. Theseare two major types of distribution systems:-(i) Direct and Indirect In direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandizing and local account management. In indirect distribution, an organization which is not a part of the coca-cola system has control of one or more of the distribution elements (sales, merchandizing and local accounts managements). 49 | P a g e
    • With direct distribution there are two types of sales:-Advanced sales and conventional sales.In conventional sales, all the distribution activities (Sales, Delivery,Merchandizing and Local Accounts Management) are performedby the same persons.In advanced sales, sales and delivery are performed by differentpeople within the coca-cola system.Difference between a customer and a consumer.• a consumer is some one who drinks coca-cola products.• A customer is a business location which sells or serves coca- cola products to consumers.MERCHANDIZINGOne the products are delivered to the customer’s they arepromoted at the point-of-purchase to maximize the company’ssales opportunities, merchandizing involves looking at thepresentation of the products through the eyes of the consumers. Itis an on-going process that help the company present its productsproperly to the consumers in the market place for instance, is thedisplay attractive? Are the product neatly organized.PRESENTING THE PRODUCTSCoca-cola presents its products for sale in four different ways.They are as follows:-• Secondary display• Coolers 50 | P a g e
    • • Vending machines• Post mix / pre mixINDIA’S RELATIONSHIP WITH COCA-COLAJust after independence, the maharaja of patiala oversaw hiscoca-cola hoarding from his huge, ornate palace, coca-cola exportrepresentative frank harrold, was awed by the maharaja’s opulentlife style. In 1993 after coca-cola returned to India after a 16 yearabsence (George fernandes threw the company out of thecountry in 1977 on the pre text that it had refuse to divalge itsformula to indian officials), ceo of the coca-cola company, robes toboirueta “salivated over a virtually untapped market of 840 millionpeople”. 51 | P a g e
    • CHANNEL OF DISTRIBUTION OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA Company Manufacturing goods Depote Distributor Company Vehicle Retailer Retailer Consumer ConsumerArea List 52 | P a g e
    • 53 | P a g e
    • ANAlySIS & INTERPRETATIONOBSERVE THE PROBLEMUnder this investigate by own observation without interview is therespondent. This also adopted by me by observation data can becollecting more correct. It is depend upon ability of investigator.COLLECT THE PROBLEMAfter collecting the data I considered that what the problem is forthe company and when company ants to know his weakness.ANALYSING THE PROBLEMAfter collecting the problem I analysis the problem such as howmany problems are general and how many are different fromothers and how many problem is considerable and solvable.TAKE SOLUTIONAfter analyzing the problem I sow that 90% problem was generaland I found 20% problem personal and I was found 10% problemas Genuine which is considerable and soluble. General solutionsolve the journal problem remaining 10% problems solution wefound and then after we implement the solution.APPLICATION OF SOLUTION 54 | P a g e
    • After founding the solution we apply the solution and satisfy thecustomer & consumer. 55 | P a g e
    • GUIDELINES FOR CONSTRUCTING QUESTIONNAIRE / SCHEDULEThe researcher must pay attention to the following points inconstructing an appropriate and effective questionnaire or aschedule: (1) The researcher must keep in view the problem he is to study for it provides the starting point for developing the Questionnaire / Schedule. He must be clear about the various aspects of his research problem to be dealt with in the course of his research project. (2) Appropriate from of questions depends on the nature of information sought, the sampled respondents and the kind of analysis intended. The researcher must decide whether to use closed or open-ended questions. Questions should be simple and must be constructed with a view to their forming a logical part of a well thought out tabulation plan. The units of enumeration should also be defined precisely so that they can ensure accurate and full information. (3) Rough draft of the Questionnaire / Schedule be prepared, giving due thought to the appropriate sequence of putting questions. Questionnaire or schedules pervasively drafted (if available) may as well be looked into at this stage. (4) Researcher must invariably re-examine, and in case of need may revise the rough draft for a better one. Technical defects must be minutely scrutinised and removed. 56 | P a g e
    • (5) Pilot study should be undertaken for pre-testing the questionnaire. The questionnaire may be edited in the light of the results of the pilot study.(6) Questionnaire must contain simple but straight forward directions for the respondents so that they may not feel any difficulty in answering the questions. 57 | P a g e
    • MAAZA “yAARI-dOSTI TAAZA MAAZA”.WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM, MAAZA’S TAGLINE, “YAARI-DOSTI TAAZA MAAZA” MEANS “FRIENDSHIP MOMENTS WITH FRESH MAAZA” IN hINdI.MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NON- CARBONATED MANGO FRUIT DRINK. IT WAS ACQUIRED BY THE COCA-COLA COMPANY IN 1993 AND IS CURRENTLY AVAILABLE IN THREE FLAVORS, MANGO, PINEAPPLE AND ORANGE, PLUS ADDED CALCIUM. 58 | P a g e
    • MAAZA MANUFACTURING UNIT IS LOCATED IN NAJIBABAD WHICH IS DELIVERING IN ALL OVER WESTERN AND EAST U.P. THROUGH THAT NAJIBABAD MANUFACTURING UNIT BECOME MAAZA IS A FIFTH LARGEST SELLING BRAND OF COCA-COLA. MAAZA HAS MANGO FRUIT TEST ITS FLAVOUR INTRODUCING BEFORE SLIECE PEPSI COPY ITS. 59 | P a g e
    • SPRITE ClEAR, CRISP, REfREShING INTRODUCED IN 1960, SPRITE IS THE WORLD’S LEADING LEMON-LIME FLAVORED SOFT DRINK. SPRITE IS SOLD IN MORE THAN 190 COUNTRIES AND RANKS AS THE NO. 4 SOFT DRINK WORLDWIDE, WITH A STRONG APPEAL TO YOUNG PEOPLE.MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITS CRISP, CLEAN TASTE THAT REALLY QUENCHES YOUR THIRST. BUT SPRITE ALSO HAS AN HONEST, STRAIGHTFORWARD ATTITUDE ABOUT THINGS THAT SETS IT APART FROM OTHER SOFT DRINKS. SPRITE ENCOURAGES YOU TO BE TRUE TO WHO YOU ARE AND TO OBEY YOUR THIRST.ACCORDING TO SURVEY FOR IT HAS FOUND OUT THAT SPRITE IS A LEMON-LIME FLAVORED SOFT DRINK. I ASKED ABOUT SPRITE BRAND THEN I FOUND OUT THAT WHEN NOT AVAILABLE LIMCA BRAND OF RETAIL OUTLET THEN CUSTOMER OR CONSUMER DEMAND TO SPRITE BRAND THROUGH ALL OVER REGION SURVEY GONE ON STATEMENT SPRITE IS FOURTH LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD. 60 | P a g e
    • ThUMS UP STRONG COlA TASTE, ExCITING PERSONAlITyA THUMP UP IS A LEADING CARBONATED SOFT DRINK AND MOST TRUSTED BRAND IN INDIA. ORIGINALLY INTRODUCED IN 1977, THUMPS UP WAS ACQUIRED BY THE COCA-COLA COMPANY IN 1993.THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE AND CONFIDENT, MATURE AND UNIQUELY MASCULINE ATTITUDE. THIS BRAND CLEARLY SEEKS TO SEPARATE THE MEN FROM THE BOYS.ITS TAG LINE SAYS IT ALL: “THUMPS UP, I WANT MY THUNDER”. THUMPS UP IS A NUMBER ONE LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD REGION URBAN AREA ONLY IN GHAZIABAD RURAL AND SEMI-URBAN AREAS ARE SECOND LARGEST SELLING BRAND AFTER PEPSI BECAUSE THEY ARE AWARE THUMPS UP BRAND THAT WHAT HAS EXTRA ENTITY IN THUMPS UP. 61 | P a g e
    • dIET COkE/COCA-COlA lIGhT 62 | P a g e
    • DIET COKE WAS BORN IN 1982 AND QUICKLY BECAME THE NO. 1 SUGAR-FREE DRINK IN DIET-CONSCIOUS AMERICA.KNOWN AS DIET COKE IN THE U.S., CANADA, AUSTRALIA AND GREAT BRITAIN, AND AS COCA-COLA LIGHT IN OTHER COUNTRIES, IT’S NOW THE NO. 3 SOFT DRINK IN THE WORLD.IT’S THE DRINK FOR PEOPLE WHO WANT NO CALORIES, BUT PLENTY OF TASTE. AD CAMPAIGNS AROUND THE WORLD FOR DIET COKE SHARE A PLAYFUL, SOPHISTICATED AND SEXY ATTITUDE. VISIT OUR AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET COKE NORTH AMERICAN AD CAMPAIGN CELEBRATES THE REAL AND HUMAN ATTRIBUTES THAT MAKE PEOPLE ALLURING IN THE EYES OF OTHERS. 63 | P a g e
    • COCA-COlACOCA-COLA IS THE MOST POPULAR AND BIGGEST- SELLING SOFT DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN THE WORLD. CREATED IN ATLANTA, GEORGIA BY DR. JOHN S. PEMBERTON, COCA-COLA WAS FIRST OFFERED AS A FOUNTAIN BEVERAGE BY MIXING COCA-COLA SYRUP WITH CARBONATED WATER.COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887 AND BY 1895 COCA-COLA WAS BEING SOLD IN EVERY STATE AND TERRITORY IN THE UNITED STATES. IN 1899, THE COMPANY BEGAN FRANCHISED BOTTLING OPERATIONS IN THE UNITED STATES. TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERY PART OF THE WORLD. THE COCA-COLA COMPANY HAS NEARLY 400 BEVERAGES IN ITS PORTFOLIO. 64 | P a g e
    • TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERY AREA OF GHAZIABAD REGION EARLY BECAUSE COCA-COLA IS A LARGEST NUMBER ONE BRAND AMONG ALL SOFT DRINK BRAND SO ITS KNOWN AS THAT THUNDA MATLAB COCA-COLA THAT IF I WOULD LIKE DRINK THUNDA ONLY COCA-COLA. 65 | P a g e
    • fANTAA FAVORITE IN EUROPE SINCE THE 1940S, FANTA WAS ACQUIRED BY THE COCA-COLA COMPANY IN 1960. FANTA ORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT 70% OF SALES, BUT OTHER CITRUS AND FRUIT FLAVORS HAVE THEIR OWN SOLID FAN BASE. CONSUMERS AROUND THE WORLD, PARTICULARLY TEENS, FONDLY ASSOCIATE FANTA WITH HAPPINESS AND SPECIAL TIMES WITH FRIENDS AND FAMILY. THIS POSITIVE IMAGERY IS DRIVEN BY THE BRAND’S FUN, PLAYFUL PERSONALITY, WHICH GOES HAND IN HAND WITH THE BRIGHT COLOR (PARTICULARLY ORANGE), BOLD FRUIT TASTE, AND TINGLY CARBONATION.FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN, ITALY AND ARGENTINA. FANTA DISTRIBUTION WAS INCREASED IN THE U.S. IN 2001 WITH THE RETURN OF FOUR FLAVORS: ORANGE, STRAWBERRY, PINEAPPLE AND GRAPE. ORANGE, THE BIGGEST SELLER, IS NOW AVAILABLE IN MOST OF THE COUNTRY. 66 | P a g e
    • dIET COkETHE EXTENSION OF COCA-COLA NAME BEGAN IN 1982 WITH THE INTRODUCTION OF DIET COKE (ALSO CALLED COCA-COLA LIGHT IN SOME COUNTRIES). DIET COKE QUICKLY BECAME THE NUMBER ONE SELLING LOW-CALORIES SOFT DRINK. lIMCATHIS IS THIRST-QUENCHING BEVERAGE FEATURES A FRESH AND LIGHT LEMON-LIME TASTE AND LIGHTHEARTED ATTITUTE. THE LIMCA BRAND WAS INTRODUCED IN 1971 AND ACQUIRED BY THE COCA-COLA COMPANY IN 1993. 67 | P a g e
    • kINlEy wATERTHIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESH WATER WITH THE SATURATED OXYGEN LEVEL. SUNfIllTHIS IS THIRST-QUENCHING BEVERAGE FEATURES A FRESH AND LIGHT ORANGE TASTE AND LIGHTHEARTED ATTITUDE. 68 | P a g e
    • VANIlA IT IS AN ICE CREAM IN TASTE.LAUNCHED IN 2004. MMPOIT IS THE ORAGE JUICE FLAVOUR. IT WAS LAUNCHED IN 2008. IN THIS YEAR IT REACHES ITS HIGHEST SALE. 69 | P a g e
    • ThE MOST PREfERREd bRANd Of COkE lIkE by CUSTOMER TYPE RESPONDENTS PERCENTAGE THUMPSUP 42 65% LIMCA 07 10% COKE 11 17% MAAZA 05 8%DURING THE SURVEY I ASKED THE CUSTOMER ABOUT THE BRAND PREFERENCE AND I FOUND THAT MAXIMUM NUMBER OF RETAILERS PREFER THUMPSUPGUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR HIGH DEMAND FREQUENCY RESPONDENTS PERCENTAGE PRICE 33 35% TEST 20 21%AVAILABILITY 25 26% PACKAGING 06 6% OTHERS 11 12% 70 | P a g e
    • REASON FOR HIGH DEMAND OF COKE 35 30 25 20 15 10 5 0 Price Test Availability Packaging OthersInterviewing is an art and one learns it by experience. However,the following points may be kept in view by an interviewer foreliciting the desired information: (1) Interviewer must plan in advance and should fully know the problem under consideration. He must choose a suitable time and place so that the interviewee may be at ease during the interview period. For this purpose some knowledge of the daily routine of the interviewee is essential. (2) Interviewer’s approach must be friendly and informal. Initially friendly greetings in accordance with the cultural pattern of the interviewee should be exchanged and then the purpose of the interview should be explained. 71 | P a g e
    • (3) All possible effort should be made to establish proper rapport with the interviewee; people are motivated to communicate when the atmosphere is favourable.(4) Interviewer must now that ability to listen with understudying respect and curiosity is the gateway to communication, and hence must act accordingly during the interview. For all this, the interviews must be intelligent and must be a man with self-restraint and self discipline.(5) To the extent possible there should be a free-flowing interview and the questions must be well phrased in order to have full cooperation of the interviewee. But the interviewer must control the course of the interview in accordance with the objective of the study.(6) In case of big enquiries, where the task of collating information is to be accomplished by several interviewers, there should be an interview guide to be observed by all so to ensure reasonable uniformity in respect of all salient points in the study. 72 | P a g e
    • SALESMENConventional Route Salesmen carries ready stocks in vehicles andsells it to retailers on his route. Characteristics of conventionalroutes: • Salesman visits the outlets without a proper PJP • Has the responsibility of driving which includes following traffic rules , finding place to place to park in congested market places , sell the products And collect cash & glass. • Communicates schemes and handles cash himself which given him the opportunity to manipulates with discounts. • Salesman is un-educated, with his primary qualification being a ‘driving license’. • Very low vehicles capacity utilization. • Company’s span of control till distributor • SKU’s loaded on truck is only an estimate leading to shortage in brand/packs in the market. 73 | P a g e
    • WHAT IS PRE-SELL? Pre-sell A selling technology in which the selling process has two distinct parts: Generating order selling the order and delivering the pre-sold order .It segregates the front-end and back-end process of selling. • Works on a proper beat with a defined PJP. • A pre-seller focuses on taking orders in advance after activating the outlet .Therefore eh has dedicated time for effectively selling schemes and promotions and Carrying out his executing an outlet responsibility. • Back-end activities like invoicing, delivering stocks, collecting cash & glass are carried out by others. • Delivery vehicles are loaded as per the orders, leading to very high capacity utilization & negligible shortage of brand/pack to the retailer. • Company gets control over retailer. • Retailer is sure that he’s getting the complete discount. • Higher Distribution ROI. 74 | P a g e
    • WHY PRE-SELL? • Improved execution • Reduced manpower through better utilization of MD resources • Increased vehicle utilization (90%+) • Reduced costs • Improved BPPC Control-Focus on profitable packs and right BPPC. PRE-REQUISITES FOR LAUNCHING PRE- SELL 1. DAS operation is a ‘must’. 2. EDS/outlet list by current route/salesman to be prepared with RED outlets marked. 75 | P a g e
    • PRINCIPLES 1. Pre-Seller can be a current ‘Route’ salesman or a market developer. 2. All pre-sellers are hired by HCCB & paid through a 3 rd party. 3. Pre-seller will be responsible for: • RED outlets = Execution + Volume. • Non RED outlets =Volumes 4. Depending on the town/area/locality, pre-seller will be allocated two/three beats each, with a frequency of 3x/2x per outlet. 5. Will cover 30 outlets in one beat using Beat Planning Format 6. Pre-billed orders leave the depot/distributor go down. 7. Pre-sell to work on specific geography rather than specific outlets. 76 | P a g e
    • IMPLEMENTING PRE-SELL METHODOLOGYRE-ORGANIZING THE ROUTES 1. List all outlets. The listing will provide all the necessary information. 2. Identify outlets that should be on Pre-sell beats & form geographical clusters. 3. Convert these clusters into ”Pre-sell beats” , using the beat planning format 4. Prepare walking order Route Plan for Pre-sellers for the beats assigned to him. 5. And Remember to ensure: • One Pre-sell beat should have 30-35 outlets. • Check available time through the beat planning format. ASSIGNING MANPOWER For Pre-sell we need the following: 1. Pre-Seller for generating the order and market execution. • There will be only one cader called “PRE- SSELLER” which is either salesman or MD converted to this role . 2. Drivers (delivery salesman) & helpers for supplying orders. 3. MD’s for executing RED outlets on conventional routes. 77 | P a g e
    • 4. For DSD one person at depot to take orders from Pre-sellers and billing. 78 | P a g e
    • BUILDING BACK-END SUPPORT 1. DELIEVERY PROCESS • 1 cluster of 3-4 pre-sellers. • Volume & no. of outlets for every cluster will be derived. 2. VEHICLES • Collect and analyses data related to vehicles utilization over a period of 6-8 months after Pre-sell is launched. • Re-align the fleets as per the analysis.TRAINING OF PRE-SELLERS • Training for MD, Pre-sellers must cover how to take order, and suggestive selling after executing the outlet. • Training for salesman Pre-sellers must include how to execute an outlet before taking orders through suggestive selling. • Training will be first organized for MD converted Pre-seller’s. The Salesman converted Pre-sellers will be trained later on. 79 | P a g e
    • PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH • Communicating about Pre-sell in the RIGHT. • Do not encourage Pre-sellers to initiate talk about Pre-sell with retailers because they not be able to handle queries well. • STL’s/S.Trainers / ASM’s / ACDM MUST accompany Pre-sellers during the launch. • This should be the way forward for at least all important markets / retailers to reduce chances of resistance from the trade. • Plan the phasing as per the number of STL’s / trainers you have.MEASURING PRE-SELLER’S PERFORMANCEPerformance to be measured on following parameters: • RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell. This needs to be checked to ensure that in course of pursuing volume targets; market execution is not left out which is very important key to our business. • Volume achievements & growths vs. targets. • Productivity. 80 | P a g e
    • No. of bills cut in a week vs. potential Formula-Actual bills cut per week/ (No. of retailers X3)CAUTION 1. There might be cases where in some retailers return stock due to various reasons :- • Does not have money. • Father gave the order but son present at shop during delivery of stocks. • Estimated the order wrongly now wants to change the stock. But the world of caution is that please don’t move back to conventional route 2. Make deliveries through clubbed orders and do not allocate a vehicle for every MD. Even if that is done in the beginning, swap the salesman. VISION • The long term vision of Coca-Cola in India is to provide exceptional strategic lead to the Coca-Cola in India. • Through Coca-Cola system resulting in consumer & customer preference and 81 | P a g e
    • loyalty through Coca-cola iscommitment to them and in a highlyprofitable Coca-Cola Corporatebranded beverage system. 82 | P a g e
    • MISSIONThe mission of Coca-Cola in India is: • Increase in shareholder’s value over time. • To achieve the above by working with business partners to deliver satisfaction and value to customers through world wide system of superior brand and services thus increasing the brand equity. • To achieve the mission the company seeks the contribution from each of the given areas:- 1. People working in the company. 2. Commitment of the company. 3. Goals & objectives of the company. 4. Environmental polices. 5. Internal control. 83 | P a g e
    • COCA-COlA bEVERAGE PVT. lTdIn the network of the Coca-Cola system, Coca-Cola has either ofthe two bottling operation done for the company. 1. COBO (Company Owned & Operated Bottling Operation). 2. FOBO (Franchise Owned & Operated Bottling Operation).After 1993, when Coca-Cola re-enters India market, done a lot ofchanges in existing system of soft drink market prevailing in India,by acquiring the major brands and the bottling operations fromParle. After this company founded some of its own bottlingoperation in India. In year 1997, company did a major investment of $700 million inIndia by purchasing other bottling operations, all around India andintroduces new technology in them. These bottling plants arecalled Company Owned and Operation Bottling Operation.Company has full ownership and operational right for these typesof operations. The other type of bottling operation for the companyare called Franchise Owned and Operated Bottling Operation, tothese, the company has given the right to produce the product forthe company and to supply with the territory assigned by thecompany. Company has no ownership or operational right/ controlover these. In India Company have 26 COBO and 14 FOBO operations forthe production and control of the whole operation in India. Theseare divided in to various zones that are given in the marketing mixsection of this report.Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant isHathras in India, second largest plant is Dasna, and the largestone is in Bangalore. Hathras plant has 3 RGB filling lines. TheRGB line operating at mechanical efficiency of 90 % . Companydoesn’t have the facility for filling Maaza (RGB and Tetra Pack) aMango flavour drink of Coca-Cola, pet bottling, water plant. 84 | P a g e
    • 85 | P a g e
    • RESEARCh METhOdOlOGyTECHNIQUES FOR SALES PROMOTION1) Product availability2) 100% rich3) Good relation4) Warm display5) Cold display6) Proper singer7) Rich at one time8) Fulfill your commitment1) Product availability It means all the flavors of coca cola should be available at one time. By which customer can able to give any flavors to the consumer and can give the satisfaction. 86 | P a g e
    • 2) 100% rich - it means. Company top management always should always worry about the quality of all the brands. If any organization wants to service in the market and wants to better image then quality play a very integral role so for sales promotion quality should by 100% good.3) Good relation – company’s executive, sales man should make good relation from dealer, whole seller and retailer. There is only 20% brand loyal person. Remaining 80% impulse selling is going on. It means in India in cold drinks line which ever brand consumer see first of all that brand will demanded by user. The selling is high that particular brand. So i want to say that if. The executive relations will goods from dealer, whole seller retailer. Then he will arrange coke brands on front of shop by which coke selling will improve.4) Worm display5) Cold display 87 | P a g e
    • 6) Proper shin age - proper shin age also play a key roll in more selling.7) Fulfill our commitment – if executive promise to the customer of any type. Then executive shovel fulfill his promise, such as. Executive say that to the retailer if you will sell 1000 carrot in this month then i will give you a coke fridge. If retailer has sold out 1000 carrot in the a month then executive should fulfill is commitment. By this manner selling will also improve. 88 | P a g e
    • USE OF RESEARCH METHODOLOGYWithout using research methodology to find new fact andknowledge is not possible.First of all question is arises what is research -“Research as a scientific and systematic search for pertinentinformation on a specific topic. In fact research is an art ofscientific investigation”OBJECTIVE OF RESEARCHThe main aim of research is to final out the truth which is hiddenand which has not been discounted as yet. The purpose ofresearch is to discover answers to questions through theapplication of scientific procedures of collecting the data. 89 | P a g e
    • METHOD ADOPTING IN THE RESEARCHPRIMARY METHODAdopted the personnel personal interview method in this methodwe made a questioner with this questioner we used to go in themarket and see the customer one by one.First of all we used to give the introduction with smile enthusiasticand with proper eye contact and demand to give 2 or 3 minute tofulfill his questioner and then after we started to put the questionerat the retailer and completed the questioner. (i) Questionnaire Method (ii) Personal InterviewSECONDARY METHODThis method is most appropriate method for collecting the data. Bythis method researcher get the actual report 90 | P a g e
    • TECHNIQUE INVOLVED IN DEFINING PROBLEM1) Observation the problem2) Collect the Problem3) Analyzing the Problem4) Take Solution5) Application the Problem6) Solving the Problem OBSERVE THE PROBLEMUnder this investigate by own observation without interview is therespondent. This also adopted by me by observation data can becollect more correct. It is depend upon ability of investigator. COLLECT THE PROBLEMAfter collecting the data I considered that what is the problem forthe company and when company wants to know his weakness. ANALYSING THE PROBLEMAfter collecting the problem I analysis the problem such as howmany problems are general and how many are different fromothers and how many problem is considerable and solvable. 91 | P a g e
    •  TAKE SOLUTIONAfter analysing the problem I sow that 90% problem was generaland I found 20% problem personal and I was found 10% problemas Genuine which is considerable and soluble. General solutionsolve the journal problem remaining 10% problems solution wefound and then after we implement the solution. APPLICATION OF SOLUTIONAfter founding the solution we apply the solution and satisfy thecustomer & consumer. 92 | P a g e
    • MARKET SHARE OF COCA COLA IN THE MARKETIn Present situation of Coca Cola is very good in the market. Thecompany have good market share app. 67% and remain 33%market share covered by his close competitor Pepsi in this Area.Last years situation was not that. Last years market share of cocacola and pepsi was app. Same in the market but in this yearcompany adopted new strategy and provided good service andprovide more and more customer satisfaction company topmanagement have taken a good decision in this year. Decisionwas that all the flavor’s rate should be decreased by which lowerlevel people can be taken the enjoy of coke and the companyprovided a new flavor of 200 ml in the birth rupees of 5. This brandhave got good position in middle level and lower level family so bythe virtue of good strategy company have got good market shareapp. 67% right now coke position is much more strong.Comparison to Pepsi. 93 | P a g e
    • Coke Pepsi Cola Cola (Pepsi) Coca Cola Thumsup Orange (Fanta) Orange (Mirinda) Fanta Orange Fanta Green Apple Fanta Water Malon Clear lemon Clear Lemon (Sprite) (7UP) Cloudy lemon Cloudy Lemon (Limca) (Lemon Mirinda) Fruit Fruit (Maaza) (Slice) MAAZA ORANGE Pulpy orange Pineapple Soda Soda (Lehar Evervess)(Kinley) Kinley Water Kinley Water(Kinley) Aquafina 94 | P a g e
    • COMPETITIVE MARkET ShARE bETwEEN kO / PCCola Pepsi = 45% Coke = 35% Thumps up = 20% 20% 45% 35% Pepsi Coke Thumsup 95 | P a g e
    • Orange Fanta = 75% Mirinda = 25% 25% 75% Fanta MirindaCloudy Lemon Limca = 80% Lemon Miranda = 20% 20% 80% Limca Lemon Mirinda 96 | P a g e
    • Clear Lemon Sprit = 75% 7UP = 25% 25% 75% Sprit 7UPMango Maaza = 80% Slice = 20% 97 | P a g e
    • 20% 80% Maaza Slice 98 | P a g e
    • Soda Kinley = 50% Lehar Evervess = 50% 50% 50% Kinley Lehar EvervessCan Coke = 40% Pepsi = 60% 40% 6 60% Coke Pepsi 99 | P a g e
    • 100 | P a g e
    • PET Coke = 60% Pepsi = 40% 40% 6 60% Coke PepsiKinley Water Kinley = 80% Aquafina = 20% 20% 6 80% Kinley Aquafina 101 | P a g e
    • 102 | P a g e
    • Total Product Coke = 63% Pepsi = 37% 37% 6 63% Coke Pepsi 103 | P a g e
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    • SwOT ANAlySISSTRENGTH• Company product having a good brand name and trade mark. So that there is no such problem for convenes the user.• Being a franchise company product trade mark. That’s why it’s scope is worldwide.• Coca cola capturing near about 69% market in cold drinks line remaining 31% captured by its main competitor Pepsi. The reason behind that good supply and its all flavor like Thumsup, Limca, Fanta, Maaza and Sprite also asked by the user in Sahibabad Area.• Coca Cola good Brand Image not only in India rather all over the world. That’s why there is no need of Advertisement.• Company marketing policy is consumer oriented by doing mentioned M.R.P. and manufactured date.• Company having expert management so that company can provides better goods & service for the ultimate user. 105 | P a g e
    • WEAKNESS• The main weakness of the company is that company is not in position of provide all flavor’s to the customer daily or at a one time.• Customer is not happy from company marketing policy. He wants company will start special discount program or increase maximum retail price.• Most of the retailer’s problem is that no. company person comes at the shop for listening the problem.• Company top management not declare the scheme before one or two days. That’s why scheme catalogue not prepared by the lower level management. In this way retailers are not satisfy for company policy.• Company management is not doing any thing for retailer. If management is not provide any relief then he will increase M.R.P. 106 | P a g e
    • OPPORTUNITY• Company can increase his product selling by increasing plant capacity and manufacturing capacity.• Being a seasonal selling product provide all the flavor to the customer in hot session very necessary. It is the opportunity for the company.• By providing better goods & services company can increase his market share.• In present now the competitors are very less so that company can compromise its main competitor Pepsi and can take maximum profit. 107 | P a g e
    • THREAT• Company should do something for customer interest. Providing beneficial scheme and good relation to customer other wise it’s other competitor will develop and they will capture its market.• Cold Drinks selling is very much depend on customer or retailer so that retailer is not happy than sale can be effected in future.• In this time only two or three competitor are existing in the market. In the future the competitor can increase. So that company should prepare some future plan for maintaining it’s market share.• Some domestic competitor can develop in the market. Company should prepare long term future plan for permanently existing in Host Country. 108 | P a g e
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    • RECOMMENDATIONS• Company should prepare future plan for maintain selling in market. Because company competitor can increase and can capture the market.• Company should provide special benefit to the retailer. Other wise his interest will go down from cold drinks.• Present time competition is not high in this line because it’s competitor is only Pepsi. So that company can do compromise with Pepsi and both can increase product’s M.R.P.• Company should appointed a special representative for listening retailer’s problem and solve them. He can also find out some shortcomings of salesman & others.• In case of cold drinks selling mostly depend on retailer. So that his satisfaction needed.• Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Sprite should also good.• Defected goods should be returnable or changeable.• Good execution is a main factor in more selling good execution improves selling. 110 | P a g e
    • • Sales executive & salesman relation and good behavior also provide effective guidelines in increasing selling.• For more selling company person should fulfill his commitment.• In Cold Drinks line brand loyalty found only 20%. So that which will be visible that will salable. 111 | P a g e
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    • bIblIOGRAPhy Internet site • www.cocacola.com • www.pepsico.com Record of N.M. Soft drinks, Sat Nirnkari Colony, Delhi Record of luminous marketing. News items of English dailies, published from New Delhi. • The Times of India • The Telegraph • The Economic Times Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries • American Library • British Library Consulted Books • Research for marketing Decision by P. Green, D.S. Tull, G. Albaum • Marketing Management -Phillip Kotler. 113 | P a g e
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    • qUESTIONNAIRENAME OF THE SHOP……………………………………………………….ADDRESS………………………………………………………………………TEL. NO. ………………………………………………………….Q1)Which brand do you sell? PEPSI COCA COLA BOTHQ2)Why are you not selling the Coca Cola or Pepsi product?Q3)How many brands are available in your shop in the RGB and PET Bottles? (A)In RGB COCA COLA THUMS UP SPRITE LIMCA FANTA MAAZA(B)In PETCOCA COLA THUMS UP SPRITE LIMCA FANTA MAAZA MMPO NIMBO FRESHQ4) Which company Visi Cooler are you having? PEPSI COCA COLA BOTHQ5)Whether the purity of the refrigerator is maintained or not? YES NOQ6)Which brand is preferred by the customers?PEPSI BRANDS COCA COLA BRANDSQ7)Are you satisfied with the distribution network? YES NOQ8)Are you aware of the various schemes run by the coca cola? 116 | P a g e
    • YES NOQ9) Which companyadvertisement and sales promotion activities are better?PEPSI COCA COLAQ10)Your daily sales? 1-2 CASE 3-5 CASES 6-10CASES More than 10 CASESQ11)Do you think promotional activities can increase sales? YES NOQ12) According to you a company should improve upon? Distribution Service Sales Promotion SchemesQ13)How would you rate Coca Cola? Excellent Very Good Average Bad Very Bad COMPLAINTS OR SUGGESTIONS………………… 117 | P a g e
    • wORd Of ThANkSI pay sincere thanks to Coca Cola Company, which gave me thechance to do my summer training in their reputed organization. This is a matter of great respect on their side that theysupported us in every problem faced by us. Hope that in future also we will get a support from their sideand I shall be given an opportunity to work under this brand nameand to be a part of this organization. Thank You. 118 | P a g e
    • Thank you very much for your kind cooperation!!!!!!! 119 | P a g e