Cocacola report on availablity of coke in rural marketDocument Transcript
Company Profile 1
Full description 2
Our Mission 5
Brands of Coca-Cola 7
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
Limitations of The Research
Significance of Study 24
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-
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.
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.
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
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.
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.
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
BRANDS OF COCA-COLA
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
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
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
ROUTA ALI SHER ANSARI
KASBA MAA PARWATI STORE
GULAB BAGH BALAJI DISTRIBUTOR
GADHBANALI HARSH STORE
BHATTA BAZAR SHANKAR DAL
With this work I interviewed retailers
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 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.
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,
Include outlets which are small store or soap generally
It include chemist soap/STD booths/pan Bidi soaps etc.
Outlet selling alcoholic beverage & snack items .may be
open till late at nights or 24 hrs
Brand order system of Coca-Cola
COLA THUMS UP
Coca-cola india distributes its product in
Market From its ware house in two types
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
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
Standards for different type of outlet:-
Availability standards of products
Dite coke,coca-cola (only formedium/high
nta (any3) maza
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
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
500/600ml Thums up+coke,Limca, Sprite,fanta(any3)
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
Optional activation standards
Aerial mobile hanger
CHANNEL;-GROCERY OUTLET CATAGERY-SILVER
Availability standards of product
200 mlT/p Maza
300/330ml Dite coke,coca-cola (only
500/600ml Thums up+coke,limka
1.1/1.2/1.5 ltr Thums
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
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
Competition with local drink like-fruit juice , lemon water,
Completion with local drink brands
Irregular supply in small villages.
Find Coca-Cola visicoolers in a proper order
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
Also found many coolers in non-functional condition
Some retailers complained about the service & repair of
LIMITATIONS OF THE RESARCH WORK
Considering the fact that nothing is perfect in the world
.Every individual bound to make mistake at some points
The study was restricted the purnia rural region only.so
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
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.
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
The company should measure retailer’s satisfaction
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
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.
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
I had a project on a availability in rural/ remote market in
The research project work conduct in different areas of
Region Like ;-Dhamdaha ,Mirganj ,Dagarua ,Baisi ,Rupouli
Conclude the work study that
The marketing strategy of coca-cola is better than its
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
Sprite is the leading brand of coca-cola in different
Sales of products based on display because we observe
this on Balori market.
Company is focossing more in rural areas for the
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.