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Cocacola report on availablity of coke in rural market
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Cocacola report on availablity of coke in rural market


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  • 1. 1 Company Profile 1 Full description 2 Our Mission 5 Vision 5 Brands of Coca-Cola 7 Objective 8 Work Methodology 9 Retailers Regarding 10 Coca-Cola Marketing Strategy 10 Types Of outlet Grocery 11 Brand Order System 12 Distribution Product 12 Indirect Route 13 Different Types of Outlet 14 Activation Standards 15 Execution Standards 16 Activation Standards 16 Optional Activation Standards 17 Essential Activation Standards 18 Process of Project Work 19 Findings 19 Limitations of The Research work 21 Recommendation 23 Significance of Study 24 Conclusion 25
  • 2. 2 COMPANY PROFILE The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups, which is headquartered in Atlanta, Georgia. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30, 1851 - March 12, 1929), who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca- Cola
  • 3. 3 FULL DESCRIPTION The Coca-Cola Company, incorporated on September 5, 1919, is a beverage company. The Company owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. It owns and markets a range of nonalcoholic sparkling beverage brands, which includes Coca-Cola, Diet Coke, Fanta and Sprite. The Company’s segments include Eurasia and Africa, Europe, Latin America, North America, Pacific, Bottling Investments and Corporate. On December 30, 2011, the Company acquired Great Plains Coca-Cola Bottling Company (Great Plains) in the United States. During the year ended December 31, 2011, the Company acquired the remaining interest in Great Plains and Honest Tea, Inc. (Honest Tea). In December 2011, the Company acquired an additional minority interest in Coca-Cola Central Japan Company (Central Japan). In September 2012, it acquired approximately 50% equity in Aujan Industries’ beverage business. In January 2013, Sacramento Coca-Cola Bottling Company announced that it had been acquired by the Company. Effective February 22, 2013, Coca-Cola Co acquired interest in Fresh Trading Ltd. The Company markets, manufactures and sells beverage concentrates, sometimes referred to as beverage bases, and syrups, including fountain syrups, and finished sparkling and still beverages. Outside the United States, it also sells concentrates for fountain beverages to its bottling partners.
  • 4. 4 The Company sells sparkling beverages and a variety of still beverages, such as juices and juice drinks, energy and sports drinks, ready-to-drink teas and coffees, and certain water products, to retailers or to distributors, wholesalers and bottling partners who distribute them to retailers. In addition, in the United States, it manufactures fountain syrups and sells them to fountain retailers, such as restaurants and convenience stores who use the fountain syrups to produce beverages for immediate consumption, or to authorized fountain wholesalers or bottling partners who resell the fountain syrups to fountain retailers. The Company manufactures, markets and sells Leao / Matte Leao teas in Brazil through a joint venture with its bottling partners. During 2011, the Company introduced a variety of brands, brand extensions and beverage products: the Latin America group launched Frugos Sabores Caseros; in the Pacific group, Fanta, a fruit-flavored sparkling beverage, was relaunched in Singapore and Malaysia; Real Leaf, a green tea- based beverage, launched two varieties in Vietnam; and in South Korea it introduced three flavor variants of the Georgia Emerald Mountain Blend ready-to-drink coffee beverage and Burn Intense, an energy drink; the Europe group launched Powerade ION4 in Denmark, Norway, Sweden and France, France launched Powerade Zero; in the Eurasia and Africa group, Turkey launched Cappy Pulpy, and India launched Fanta Powder, an orange-flavored powder formulation; Schweppes Novida, a sparkling malt drink, was launched in Kenya and Uganda; and in Uganda Coca-Cola Zero was launched; in Egypt, it launched Cappy Fruitbite; and Schweppes Gold, a sparkling flavored malt drink, and in Ghana, it launched Schweppes Malt, a dark malt drink.
  • 5. 5 During 2011, the Company sold approximately 26.7 billion unit cases of its products. The Company’s core sparkling beverages include Coca-Cola, Sprite, Fanta, Diet Coke / Coca-Cola Light, Coca-Cola Zero, Schweppes, Thums Up, Fresca, Inca Kola, Lift and Barq's. Its energy drinks include Burn, Nos and Real Gold. Its juices and juice drinks include Minute Maid, Minute Maid Pulpy, Del Valle, Simply, Hi-C, Dobriy and Cappy. The Company’s other still beverages include glaceau vitaminwater and Fuze. The Company’s coffees and teas include Nestea teas, Georgia coffees, Leao / Matte Leao teas, Sokenbicha teas, Dogadan teas and Ayataka teas. Its sports drinks include Powerade and Aquarius. The Company’s waters include Ciel, Dasani, Ice Dew, Bonaqua / Bonaqa and Kinley. The Company competes with PepsiCo, Inc., Nestle, Dr Pepper Snapple Group, Inc., Groupe Danone, Kraft Foods Inc. and Unilever
  • 6. 6 Our Mission Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference. Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
  • 7. 7 Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization
  • 9. 9 OBJECTIVE To get the retailers want in item of product selling To develop the new market Identify the village where we not rich Increase the coverage Ensuring the visibility of the product Ensuring the availability of the product in outlet Benefit
  • 10. 10 WORKING METHODOLOGY ROUTE VISIT:- We visited routs with the distributor’s vehicle where the distributer supplies the the product I observed the display norms for outlet in all route & each type of outlet. Every morning i went to one corresponding route & observed techniques of selling products to retailers by Coca-Cola salesman & also try to know the mentality of the consumers & retailers. I visited following markets with the salesman. MARKET’S NAME DISTRIBUTOR DAGARUA MD. MUNNA ENTERPRISES BIASI SUBHAM STORE BARHARA MANOJ ENTERPRISES BANMANKHI LALIT KU. GUPTA AMOUR W.GUPTA ROUTA ALI SHER ANSARI KASBA MAA PARWATI STORE GULAB BAGH BALAJI DISTRIBUTOR GADHBANALI HARSH STORE BHATTA BAZAR SHANKAR DAL
  • 11. 11 With this work I interviewed retailers regarding:-  Visicoolers & display items.  Count the number of empty per outlets.  Find out new outlets which wants coolers.  Find out which outlets owner wants to buy and sell Coca-Cola products. COCA-COLA MARKETING STRARTEGY:-  Focus on availability of products in outlets.  Coke products visible for consumers.  More focus in rural areas.  Regular market vigilance by market developer.  Distribution of products according to locality.  Aggressive rural area development.
  • 12. 12  Target core brands.  Focus on villages. Types of Outlet Grocery:- Outlets which primarily engaged in retailing of food and various household items .it include neighborhood outlet Stoking provisions, edible &general household item of daily usages E.G., comodities like flour pulses , rice, & Branded household item like toothpaste mosquito oil, soap etc Convenience:- Include outlets which are small store or soap generally It include chemist soap/STD booths/pan Bidi soaps etc. Pubs:- Outlet selling alcoholic beverage & snack items .may be open till late at nights or 24 hrs
  • 13. 13 Brand order system of Coca-Cola COLA THUMS UP LEMON LIMCA ORANGE FANTA JUICE MAAZA WATER KINLEY Coca-cola india distributes its product in Market From its ware house in two types  DIRECT ROUTE  INDIRECT ROUTE DIRECT ROUTE:- Where company supply its product in market by company route or its agent route by company own delivery vans .in patna city company have Direct Route
  • 14. 14 INDIRECT ROUTE:- Indirect Routs are those in which coca-cola products supply to its distributer appointed in different areas .Than distributer distribute products in market by their own tempo or vehicle .total number of distributer in purnia district 6 1. INDIAN DISTRIBUTER 2. BALAJEE DISTRIBUTER 3. SANKER DAL DISTRIBUTER 4. BANMANKHI DISTRIBUTER 5. MAA GAYETRI DISTRIBUTER 6. SUBHAM STORE
  • 15. 15 Standards for different type of outlet:- CHENAL;-GROCERY OUTLET CATEGORY;-DIAMOND Availability standards of products 200 ml T/p Maza 200/250 ml Thumsup,coke,limca,sprite,Fanta (any3) 300/330 ml Dite coke,coca-cola (only formedium/high income) 500/600 ml Thumsup,coke,limca,sprite,Fa nta (any3) maza 1.1/1.2/1. 5 ltr Thums up+coke,limca,sprite.fanta(any3) Maza.kinely
  • 16. 16 ACTIVATION STANDERDS Essential activation standards:- Display rack (at least 3 Tier rack with header (should pure) 50% charged by coke products Self display(other than rack mini. 8 Facing of any pet displayed& visible Price communication & visi cooler@ prime position Optional activation standards Counter top Crate display Road standee/Flange/Signage
  • 17. 17 EXECUTION STANDERDS CHANNEL;- GROCERY OUTLET CATEGRY;- GOLD Availability standards of product 200ml T/P Maza 250ml/200ml Thums up+coke.limca,sprite.fanta(any 3) 300ml/330ml Diet coke.coca-cola(only for medium high income 500/600ml Thums up+coke,Limca, Sprite,fanta(any3) maza 1.1ltr/1.2/1.5/2 .1ltr Maza.Kinley,Thumsup+coke,limca,Sprite,f anta(any3) Necessary ACTIVATION STANDERDS Essential activation standards ;- Display Rack (at least 1) 3Tier rack with header(should pure 50% charged by coke products) Self display(other than rack, min8 Facing of any pet display& visible Price communication & visi coolar@ prime position
  • 18. 18 Optional activation standards Counter Top Aerial mobile hanger Create Display Road standee/Flange/signage CHANNEL;-GROCERY OUTLET CATAGERY-SILVER Availability standards of product 200 mlT/p Maza 200/250ml Thumsup,coke,limca,sprite,Fanta (any3) 300/330ml Dite coke,coca-cola (only formedium/high income) 500/600ml Thums up+coke,limka 1.1/1.2/1.5 ltr Thums up+coke,limca,sprite.fanta(any3) Maza.kinely
  • 19. 19 ACTIVATION STANDERDS Essential activation standards;- Combo standee(min3 nos)/combo wall hanging (min3 nos)/menu bord with combo communication (at least 1 of 3 option) Branded table mats/ branded menu card/table top vinlys (at least 1 of 3 option) at least 5 nos. Or all tables if less than five tables Flang/Road standee/Glow sign board (at least 1 of 3) Price communication& visi coller@ prime position
  • 20. 20 Process of project work The following steps adopt for complete work:- Identify OUTLET which sale coke product The shopkeeper’s demand& agreed FOR MONOPOLY (SALE EXL COKE PRODUCT) Prime location (Out side or at the entrance) outlets which attract more foot fall(consumers) towards the store. Ready for all agreement those have coca-cola FINDINGS Competition with local drink like-fruit juice , lemon water, sharbat& lassi. Completion with local drink brands C/F problems Irregular supply in small villages. Find Coca-Cola visicoolers in a proper order
  • 21. 21 I find so many visi Cooler,Defreezer& other company freeze in different areas in different region Identify so many outlets they want visi coolers from Coca-Cola Also found many coolers in non-functional condition Some retailers complained about the service & repair of coolers
  • 22. 22 LIMITATIONS OF THE RESARCH WORK Considering the fact that nothing is perfect in the world .Every individual bound to make mistake at some points its genuine. The study was restricted the purnia rural region it was difficult to generalize the interpretations would be made out of the findings. Limited knowledge of the researcher in the field of research may lead to interpretation errors. The result has not been tested. The respondents may be influenced by other factors. Information collection took 45 days which is very less in duration. A Busy schedule of dealers /retailers also make the collection of data a difficult task. The project is purely based on verbal meeting and may be influenced by unprecedented factors.
  • 23. 23 While studying the report the above fact should be taken into consideration . The minor concept & techniques at the marketing management are used significant in the project concern. The research was based on primary collection of data through face-to-face interview so that there may be chance of human error and biasness. The research was based on information provided by the respondents(retailer) which may be insufficient
  • 24. 24 RECOMMENDATION (SUGGESTION) The company should measure retailer’s satisfaction regularly. Company can increase the sales when it considering more on retailers their suggestion or complaints about service or product so that necessary action can be taken. Review meeting should be often held so that the working pattern of the executive can be checked or improve if needed. Company representative should visit retailer and should make a long term relationship with retailer so that they can push the product. Since customers contribute value maximizes and their expectation to this brand is high hence to maintain the brand image . company should also take feedback time to time so that they can be brand loyal . Distributers should convince to pass the incentives to the retailers so that they are motivate to promote the brand.
  • 25. 25 Increase the number of dealers as this will help to make high sales volume. Cash discount should be competitive and alluring. SIGNFICANCE OF STUDY TO the Researcher: It gave a chance to use the conceptual knowledge in actual environment and prepares the researcher to use the knowledge for better in future endeavours. It help in assessing the factors which influenced the retailers purchase and sell the products to the consumers of coca-cola.
  • 26. 26 CONCLUSION I had a project on a availability in rural/ remote market in purnia district The research project work conduct in different areas of rural purnia Region Like ;-Dhamdaha ,Mirganj ,Dagarua ,Baisi ,Rupouli ,Balori ,Harda, Routa,jalalgarh,Kasba,Garhbanaili,Bhawanipur, etc Conclude the work study that The marketing strategy of coca-cola is better than its main competitor. The sale promotion techniques like- discount to monopoly retailers& schemes on product which is better than the competitors. The market share of coke product is higher than the other product.
  • 27. 27 Sprite is the leading brand of coca-cola in different regions. Sales of products based on display because we observe this on Balori market. Company is focossing more in rural areas for the retailer. Advertising campaign of Coca-Cola now can be observed easily on villages like sign board hording on highways ,banners, Coca-Cola outlets etc. I found the proper display of products in racks & in coolers by the retailers. I found the new and potential outlet in different areas. Company will cover many outlet in rural areas.
  • 28. 28