The Bottles Of Coca-cola Since 1899<br />The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, and so shaped that, even if <br />broken, a person could tell at a glance what it was.<br />
There are 2 operations in INDIA<br />COBO<br /><ul><li>Company owns bottling operation
Comes under HCCBPL. (Hindustan Coca- Cola Beverages Private Limited).</li></ul>FOBO<br /><ul><li>Franchise owned bottling operations.
13 franchise bottlers across INDIA.</li></li></ul><li><ul><li>KANDHARI GROUP was established in 1967 by Late Mr. Teja Singh Kandhari.
The group’s first venture was a bottling unit as a franchisee of PARLE’s soft drink manufacturing “ Gold Spot ” under license from PARLE established at Amritsar in the north Indian state of Punjab.
Kandhari Beverages Ltd is among Coca-Cola India's top 4 franchisee bottlers.</li></li></ul><li>Group Companies of KBL<br />Kandhari beverages Pvt. Ltd., Nabipur Punjab and Baddi, Himachal Pradesh<br />Universal Electronics & Communications Pvt. Ltd., Gurgoan, Haryana<br />Heritage beverages Pvt. Ltd,. Gurgaon, Haryana<br />Farmers Diary Products (INDIA) Pvt. Ltd.<br />Versatile Polytech Pvt. Ltd., Gurgoan , Haryana<br />Day and Night news channel, Chandigarh.<br />
Opportunity or Threat ??<br />The above chart shows per capita consumption of cola products in INDIA was 0.72 L in 1999 and 2.16 L in 2009. India has one of the lowest consumption and shows the potential to grow. The maximum coke consuming country is MEXICO where per capita consumption in 1999 was 102.2 L and 160L in 2009.<br />
Cash from operations in the quarter increased 52% to $1.3 billion.</li></li></ul><li>The Project<br />MARKET REVIEW OF 200ML SKU’ STUDY ON RETAILERS.<br />Region- Chandigarh<br />
Chota Coke -- 200 ml<br />In 2002, CCI launched 200 ml bottles (Chota Coke) priced at Rs 5.<br />200 ml coke was launched to capture rural market.<br />Extensive marketing in the mass media as well as through outdoor advertising.<br />CCI also launched television commercials (TVCs) targeted at rural consumers.<br />Birth of ‘Thandamatlab coca cola’.<br />CCI marketing initiatives successful, and as a result, its rural penetration increased from 9% in 2001 to 25% in 2003.<br />
Objectives and Methodology<br />Primary Objectives.<br />To know the reason behind low MARKET SHARE of 200ml variant.<br />To increase the placement of the 200ml variant.<br />Secondary objective<br />To increase the retail outlets for coca cola.<br />Route Visit for Sales & Marketing Team. <br />Method of Data Collection.<br />Research Instrument <br />Area of Sampling <br />Sample Size <br />Sampling Procedure <br />Methodology <br />
Contributions of soft drinks in the total sales of retailers<br />This chart was specifically prepared to ascertain the contributions of the soft drinks in the total sales of the outlets so as to ascertain the research is takes place in the potential market rather just doing the research which has no meaning.<br />
Analysis and Interpretation<br />Reasons for not keeping the 200ml SKU :<br />48% slack of demand of the SKU at their counter.<br />24% stressed storage capacity of their visi-coolers is not enough.<br />8% said that salesman doesn’t inform them about the availability of 200ml.<br />12% irregular supply of 200ml.<br />8% retailers were such who don’t want to keep RGB stock at their shops.<br />
Analysis and Interpretation Contd.<br /><ul><li>Major reasons</li></ul>36% very less or no advertisement of this variant.<br />27% viewed that price difference between 200ml and 300ml is very negligible.<br />31% retailers believe that consumer is highly satisfied with the quantity of 300ml.<br />Few retailers as of 8% said no extra benefits are given to the retailer to push the non-productive variant in the market.<br />
Analysis and InterpretationContd.<br /><ul><li>Retailers would be attracted to keep the stock of 200ml if special schemes were given only for this variant.
Factors cited by retailers to increase the sale of 200ml</li></ul> <br />38% retailers viewed that the availability of this variant has to be increased through different daily schemes.<br />23% said that increasing display will help to turn on the sale of 200ml.<br />18% said more advertisement should be given in the local newspapers or hoardings should be fixed at prime locations displaying 200ml.<br />Reducing MRP was another suggestion.<br />
THE PLACEMENT DRIVE<br />During the project 200 ml SKU was placed across Chandigarh in more than 70 outlets.<br />Secondary task was to increase retail outlets for coca cola wherein, 8 petrol pumps were, 3 gyms in Chandigarh and few grocery and convenience stores were added.<br />Did MIT and EDSR and PRE SELL at various occasions.<br />
Findings and Recommendations<br /> Recommendations <br />Findings <br />Brand pack shortage <br />Scheme Communication.<br />Bill cuts<br />Leakage and Breakage <br />Customer Relationship<br />SGA Problems<br />Brand pack availability<br />Review of sales team<br />Incentives<br />Bills cuts <br />Leakage and breakage <br />Promises should be kept <br />
Recommendation for 200ml<br />Awareness<br /><ul><li>newspapers, hoardings, flange.
Availability </li></ul>Combos scheme.<br />Contest for retailers.<br />Daily schemes<br />UTC (under the token scheme)<br />