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Coca Cola Ppt

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coca cola

coca cola


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  • 1. (Rural penetration of Coca -cola) Hindustan Coca-Cola Beverages Pvt Ltd. NAJIBABAD , BIJNOR, (U.P.)
  • 2. COCA-COLA ENTERPRISE INC.
    • Type Private
    • Founded 1886
    • Headquarters Atlanta Georgia USA
    • Chief Executing Officer John Brock
    • Chief Financial Officer William W Douglas
    • Industry Beverages
    • Revenue $19800 billion USD
    • Operating income $1.495 billion USD
    • Net Income $1.143 billion USD
    • Employees 73000 (approx)
  • 3. Rural Market Scenario
    • ‘ Rural’ – 75% population engaged in agriculture related activity
    • According to industry estimates 70% of population engaged in agricultural activity.
    • 700 million people (Aug. 2002)
    • 1/3rd of country’s GNP
    • 450 districts, 6,30,000 villages approx.
    • Rural India is also characterized by growing affluence:
    • agricultural output increasingly to early 215 millions tonnes
    • in 2004 compared to 176 millions in 1991.
  • 4. The Decision was not surprising…
    • Flat sales in urban markets.
    • Huge size of untapped rural market.
    • Improvement in income and spending power of rural people.
    • Better physical distribution channel.
    • Aspirations for urban lifestyle.
    • Increased awareness due to television reach.
  • 5. CCI’s Rural Mktg. Strategy
    • Three As
    • Availability:
    • Capacity expansion – 25 prod. lines and doubled bottle capacity.
    • Unique and different distribution strategy – hub & spoke distribution.
    • Coverage of 1,58,342 villages by Aug. 2003 (81,383 in 2001).
    • 2,00,000 refrigerators to rural retailers.
    • Affordability
    • Introduction of 200ml bottle .
    • Priced at Rs. 5, closed the gap between Coke and basic refreshments.
    • Acceptability
    • Mass media marketing.
    • Launched TVCs targeted at rural consumers.
  • 6. Rural market is more comfortable..
    • Huge market
    • High growth in terms of sales
    • Change in the life style
    • Increase in the per capita income
    • It can substitute other products
  • 7. Rural penetration
    • By the specific survey, which was conducted by Coca-Cola organization want to know about the right picture of market of rural bijnor region? This work study provides extensive information about the position of company’s brand in rural bijnor.
  • 8. OBJECTIVES OF STUDY
    • To get the retailer’s wants in terms of product selling.
    • To know effectiveness of the marketing strategy & sales promotions in market.
    • Visicoolers survey in rural market of bijnor region.
    • Ensuring the visibility of the product.
    • Ensuring the availability of products in outlets.
    • Analyzing the effect of scheme.
    • Analyzing the effect of discounts.
    • Evaluating the competitor’s strength & weakness in rural market.
    • Retailer’s expectation from company.
  • 9. TYPES OF OUTLETS
    • The company has divided their outlets on the basis of the following criteria-
    • Volume
    • Channel
    • Income group
  • 10. VOLUME
    • There are four types of outlets according to the volume of sales of the outlet-
    • Diamond - 800>C/s & above
    • Gold - 500-799C/s
    • Silver - 200-499C/s
    • Bronze - <200C/s
  • 11. CHANNEL
    • GROCERY STORE
    • EATING & DRINKING CHANNEL 1
    • EATING & DRINKING CHANNEL 2
    • CONVENIENCE CHANNEL
  • 12. INCOME GROUP
    • According to the income group of the area-
    • Low
    • Medium
    • High
  • 13. MY ROLE IN PROJECT
    • Identify OUTLET which sale coke product.
    • The shopkeeper’s demand & agreed FOR MONOPOLY(SALE EXL COKE PROD)
    • Prime location(Out side or at the enterence) outlets which attract more foot fall (costumers) towards the store.
    • Ready for all agreement those have Coca-Cola.
    • Mostly coolers put Outside the Soap to attract more consumers.
  • 14. PRODUCT PROFILE
    • DIFFERENT BRANDS OF COMPANY
    • The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit, juices and bottled mineral water.
  • 15. In the Cola Section:
    • In the Lemon Section
  • 16. In the Orange & Apple section:
    • In the mango section:
  • 17. In the juice section :
    • In the Soda Water and Bottled Mineral Water section:
  • 18. BRANDS TAGLINE
    • Thumsup - Taste the thunder
    • Cocacola - Open happiness
    • Sprite - Seedhi baat no
    • bakwaas ,clear hai
    • Limca - Fresh ho jao
    • Fanta - Go bite
    • Maaza - Bina guthli wala aam
  • 19. BRAND AMBASSDORS
    • Thumsup -Akshay Kumar
    • Cocacola -Aamir Khan
    • Sprite -Shahrukh Khan
    • Fanta -Genelia D’souza
    • Limca -Riya Sen
  • 20. PACKAGING DETAILS 1.2 LTR 1 LTR 600ML 2 LTR 250ML 200ML 300ML PACK SODA LIMCA SPRITE FANTA THUMSUP COKE MAAZA YES YES NO YES NO NO NO YES YES YES NO YES YES YES YES YES YES YES NO NO YES NO NO YES NO YES YES YES YES YES NO YES YES YES YES NO NO NO NO NO NO YES YES YES YES
  • 21. NUMBER OF BOTTLES IN A CASE 1.2 LTR 1 LTR 600ML 2 LITRES 250ML 200ML 300ML PACK NO.OF BOTTLES IN A CASE 12 6 24 9 24 24 24
  • 22. ADVERTISING
    • BRAND AMBASSDORS & TV COMMERCIALS
    • BY POSTERS
    • PRINT ADVERTISING
  • 23. PROMOTION BY THE COMPANY
    • Promotional strategy during IPL matches
    Lucky Coupon Dinner with kings XI Punjab
  • 24. CONT………..
    • Sprite “kholega toh bolega” IPL Season 2
  • 25. PROMOTION DURING OFF SEASON
    • Limca Launches ‘Laptop Ki Barish’ Consumer Initiative
  • 26. RESEARCH METHODOLOGY
    • The study includes two methods-
    • (a) PRIMARY
    • (b)SECONDARY
    • Primary includes the following ways- Observation
    • Experiment
    • Survey
    • Here I include the primary method of survey
  • 27. Sampling plan
    • Sampling unit - Owners of the retail outlets.
    • Sampling size- 250 outlets
    • Sampling procedure-Random sampling
    • Sampling method- Retailers survey
  • 28. ANALYSIS
    • SIZE OF VISICOOLER
  • 29. IS the regular supply of coca-cola
  • 30. HOW MUCH HAS THE VISIBLE PRODUCT?
  • 31. LEADING BRAND OF COCACOLA
  • 32. CHANNEL OF COKE
  • 33. OUTLET BELONG TO WHICH CLASS
  • 34. Scheme by distributor
  • 35. MARKET SHARE
  • 36. Which scheme prefer
  • 37. FINDINGS
    • Price factor (price has increased in compression of 2006-07)
    • Competition with local drink like- Fruit juice,lemon water, sharbat & lassi.tea
    • Competition with local drink brands like- Jayanti,Lijjet, Premji in small areas.
    • C/s problems.
    • Irregular supply in small villages.
    • Find impurity Coca-Cola visicoolers.
    • I find so many OYC, VISI, D-FREEZE & other company freeze in different areas in differ region.
    • Found so many outlets they want visi coolers from Coca-Cola.
    • Also found dead & useless coolers.
    • Some retailers complain about the service & repair of coolers.
  • 38. FACTS
    • The most popular flavor is Thumsup in the whole market.
    • Cocacola is the market leader and Pepsi is the market challenger.
    • Thumsup has the highest sales from the Coca cola’s side and from the Pepsi‘s side mountain Dew has the highest sales.
    • A quafina has more sales then Kinley in mineral water segment.
  • 39. Cont………..
    • Pepsi provides more schemes then Coca-Cola.
    • Sprite has the fastest grownup brand in the clear lime segment in the recent years.
    • In the off season when the sale is reduced retailers want more schemes.
    • Minute maid has not getting good response from the market.
  • 40. SUGESSTIONS
    • Delivery position should be maintained to get good return from the market.
    • The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute.
    • The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers.
    • The Company employees should make direct contact with the consumers,
  • 41. Continue…..
    • Distributors should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.
    • Try to decrease the price of commodity in competition of Pepsi .
  • 42.
    • Thank
    • You