Hindustan CocaCola Beverages Private Limited
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Summer Internship Project Report
SHILPA SOMILA POST GRADUATE
DIPLOMA IN MANAGEMENT
Summer Internship Project (SIP) Report
“OPPORTUNITIES ASSOCIATED WITH THE EMERGING CHANNELS IN
ACADEMIC SESSION 2012-14
Under the guidance of:
This is to certify that the project report entitled“OPPORTUNITIES ASSOCIATED WITH THE
EMERGING CHANNELS IN COCACOLA BEVERAGES”is an authentic piece of work carried
out by Miss. ShilpaSomila and submitted in the partial fulfillment of the requirements for the
award of the degree Post Graduate Diploma in Management ( PGDM ).
This project has been carried out under my guidance and supervision.
I hereby certify that:
1. The project report entitled “OPPORTUNITIES ASSOCIATED WITH THE EMERGING
CHANNELS IN COCACOLA BEVERAGES” is an authentic piece of work and has been
submitted in the partial fulfillment of the requirements for the PGDM course.
2. This report is completely based on the Summer Internship carried out under Hindustan
Coca Cola Beverages Private Limited (HCCBPL).
3. This report has not been submitted for the award of any other degree, apart from PGDM,
elsewhere partially or fully.
4. I have followed the guidelines issued by ..……in preparing this report.
5. Whatever data sources I have used from various sources, I have given due credit by citing
those in the text of this report and giving the details in the BIBLIOGRAPHY.
The works of some unknown persons make our lives easy in various aspects. I believe, it is
appropriate to acknowledge all these unknown persons who`ve shaped or impacted our lives to
a great deal; equally it is crucial to acknowledge all those known souls who have directly
shaped our life & work.
I take this opportunity to express deep regards to my Faculty Guide, for his guidance,
monitoring and constant encouragement throughout the course of my SIP.
I extend my gratitude to my Company GuideHindustan Coca Cola Beverages Private Limited, for
his cordial support, valuable information and guidance, which helped me in completing this
I thank my Institution, for being the constant driving force, enabling me to put into practice, the
theoretical knowledge I acquired throughout my 1st year by means of this much valued SIP.
Last but not the least, I take this as an opportunity to thank The Almighty, My parents, teachers
who have always been by my side.
And not to disremember the respondents, I express my heartfelt gratitude to all those persons
who contributed their precious time in responding to my questionnaire.
Branded cold drinks are always in vogue courtesy the brand name, brand loyality, the flavour
or the refreshment associated as the consumers site. The reasons can be multiple.
Whenever one is rewarded with the opportunity to analyse the beverage industry closely &
suggest the required modifications, taking into consideration any specific objective, the task
consumes time and energy no doubt, however the results obtained when benefit the
organization for which the survey has been carried out, means a lot not only to the organization
but also to the researcher. Learning through practical exposure thus comes into play.
The Post Graduate Diploma in Management (PGDM) curriculum has been devised in such a
manner that an educatee can heighten his/her theoritical knowledge base courtesy the
subjects: Marketing, Finance, Human Resource Mangement, Operations Research, to quote a
few. The cream of PGDM`s the practical exposure one gets in interaction with the Corporate
Business Schools have realised the importance of the practical knowledge over the theoritical
This Research Report is mandatory for the partial fulfilment of the PGDM curriculum. It provides
a mangement student a fantabulous opportunity to understand the industry by analysing &
interpreting practical problems through the application of management theories & techniques.
It is a novel platform of acquisition through practical exposure, which incorporates data
collection, an exhaustiveanalysis & interpretation of results. It provides the apprentice a golden
opportunity to correlate the theory with practice, to test the cogency &applicability of his/her
classroom learning with real life business situations.
Produced by The CocaCola Company of Atlanta, Georgia, and is often referred to simply as
Coke (a registered trademark of The Coca-Cola Company in the United States since March 27,
1944), CocaCola was originally intended as a patent medicine when it was invented in the late
19th century by John Pemberton Coca-Cola was bought out by businessman Asa Griggs
Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market
throughout the 20th century.
The company produces concentrate, which is then sold to licensed CocaCola bottlers throughout
The bottlers, who hold territorially exclusive contracts with the company, produce finished
product in cans and bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise CocaCola to retail stores and
vending machines. The CocaCola Company also sells concentrate for soda fountains to major
restaurants and food service distributors.
It wasn't until 1955 that CocaCola beverage offerings started to expand when a bottler in Italy
started selling Fanta® Orange. From that point on, the Company began adding a wider variety
of beverage selections and portion sizes for consumers.
The CocaCola Company believes in offering an assortment of beverages for every lifestyle, life
stage and life occasion. Today, over 500 beverage brands are sold in more than 200 countries.
This amounts to 3,500 beverages in numerous categories, such as regular, low- and no-calorie
sparkling beverages; fruit juices and fruit drinks; bottled water; sports and energy drinks and
ready-to-drink teas and coffee.
This project report is merely an attempt to explore the opportunities associated with CocaCola
beverages in Bhubaneswar market.For fulfilling the purpose, data was collected from the
targeted sectors, analyzed & finally interpreted.
This research was more of a learning experience of its kind. Interviewing the respondents was
not that easy, however surpassing all the limitations, I learnt that the opportunities for growth
are plenty for the beverage industry CocaCola.
It was an excellent opportunity to work as an intern for Hindustan CocaCola Beverages Private
Limited, Bhubaneswar, utilizing my knowledge in Marketing as well as the guidance provided by
my esteemed guides.
TABLE OF CONTENTS
1.1 A brief insight into the FMCG industry in
1.2 A brief insight into the beverage industry in
1.3 The concept of fruit juices and mineral water
The Coca Cola Company
2.2 Manifesto for growth
2.2.3 2020 Vision & commitment
2.2.4 Values of the company
2.3 Soft drink market in India, 2013
2.4 CocaCola in India
2.5 SWOT analysis of CocaCola
2.6 Porter`s five forces analysis of Coca Cola
2.7 PEST analysis 2013
2.10 Competitors of CocaCola
2.11 Distribution routes
2.12 Distribution system
3.1 Packaging details of CocaCola products
4.1 The concepts associated with the project
Introduction to the study
5.1 Problem of the study
5.2 Review of literature
5.3 correlation to the concept of marketing mix
5.4 Objectives of the study
5.5Scope of the study
5.6 Significance of the study
5.7 Limitations of the study
5.8 Research Methodology
All about the project
6.1 The project
Data analysis and interpretation
7.1 Bar graphs, pie charts, dough nuts
7.2 Cross tabulations
Recommendations/suggestions and conclusion
8.1 Recommendations to the company
Annexure-2 Data collection tables
Annexure-3 Soft drink terminologies
Coca Cola is the world`s leading manufacturer, marketer & distributor of the nonalcoholic beverage concentrates & syrups, used to produce nearly 400 beverage brands.
It sells beverage concentrates & syrups to bottling & canning operators, distributors,
fountain retailers & fountain whole sellers.
The company`s beverage products comprise of bottle& canned soft drinks as well as
soft concentrates & syrups.
In addition to this, it produces & markets sports drinks, tea & coffee.
The CocaCola Company& its network of bottlers comprise of the most sophisticated &
pervasive production & distribution system in the world.
This unique system has made the company the world`s premier soft drink enterprise.
The company works to deliver satisfaction & value to consumers through a worldwide
system of superior brands & services, thus increasing brand equity on a global basis.
A BRIEF INSIGHT: THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables (other than groceries/pulses) people buy
at regular intervals. The most common in the list are toilet soaps, detergents, shampoos,
toothpaste, shaving products, shoe polish, packaged foodstuff, and household accessories and
extends to certain electronic goods. These items are meant for daily of frequent consumption
and have a high return.
The Indian FMCG sector is the fourth largest sector in the economy with a total market size in
excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a wellestablished distribution network, intense competition between the organized and unorganized
segments and low operational cost. Availability of key raw materials, cheap labor costs and
presence across the entire value chain gives India a competitive advantage.
The FMCG market is set to treble to billion to US$ 33.4 billion in 2015. Penetration level as well
as per capita consumption in most product categories like jams, toothpaste, skin care, hair
wash etc. in India is low indicating the untapped market potential. Burgeoning Indian
population, particularly the middle class and the rural segments, presents an opportunity to
makers of branded products to convert consumers to branded products.
With the liberalization and growth of the Indian economy, the Indian customer witnessed an
increasing exposure to new domestic and foreign products through different media, such as
television and the Internet. Apart from this, social changes such as increase in the number of
nuclear families and the growing number of working couples resulting in increased spending
power also contributed to the increase in the Indian consumers' personal consumption. The
realization of the customer's growing awareness and the need to meet changing requirements
and preferences on account of changing lifestyles required the FMCG producing companies to
formulate customer-centric strategies. These changes had a positive impact, leading to the
rapid growth in the FMCG industry. Increased availability of retail space, rapid urbanization, and
qualified manpower also boosted the growth of the organized retailing sector.
The FMCG sector received a boost by government led initiatives in the 2003 budget such as the
setting up of excise free zones in various parts of the country that witnessed firms moving away
from outsourcing to manufacturing by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some
industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass
layoffs every time the economy starts to dip. A person may put off buying a car but he will not
put off having his dinner.
The FMCG sector consists of the following categories:
Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries
Branded and Packaged foods and beverages- Deodorants and Perfumes, Paper
products (Tissues, Diapers, Sanitary products) and Shoe care; the major players being;
Hindustan Lever Limited, Godrej Soaps, Colgate, Marico, Dabur and Procter & Gamble.
Household Care- Fabric wash (Laundry soaps and synthetic detergents), Household
cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides and Mosquito
repellants, Metal polish and Furniture polish; the major players being; Hindustan Lever
Health beverages, Soft drinks, Staples/Cereals, Bakery products (Biscuits, Breads,
Cakes), Snack foods, Chocolates, Ice creams, Tea, Coffee, Processed fruits, Processed
vegetables, Processed meat, Branded flour, Bottled water, Branded rice, Branded sugar,
Juices- The major players being Coca-Cola, Pepsi, Dabur, Parle Agro
Spirits and Tobacco-The major players being; ITC, Godfrey.
A BRIEF INSIGHT:BEVERAGE INDUSTRY IN INDIA
In India, beverages form an important part of the lives of people. It is an industry, in which the
players constantly innovate, in order to come up with better products to gain more consumers
and satisfy the existing consumers. The beverage industry in India occupies USD 230 million
market in the USD 65 billion food processing industry.
Coca cola, Pepsi, and Nestle are the leading beverage brands that have been ruling the Indian
beverage market since past few decades. Among all the beverages, tea and coffee are
manufactured as well as exported heavily in the international markets succumbing to the
individual demands around the world.
Figure 1: Classification of beverages
The beverage industry is vast and there various ways of segmenting it, so as to cater the right
product to the right person. The different ways of segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption
Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.
If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest challenges
faced by the beverage industry. In order to leverage the beverage industry, it is important to
address this issue so as to encourage regular consumption as well as and to make the industry
Four strong strategic elements to increase consumption of the products of the
beverage industry in India are:
The quality and the consistency of beverages needs to be enhanced so that consumers
are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong and safe feeling
that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige
relevant to the category.
Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.
The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of the food and beverage
industry in the economy.
THE CONCEPT OF FRUIT JUICES & MINERAL WATER
The cold drinks are always in vogue in a country like India, especially the cola flavored drinks.
Thousands of bottles of cold drinks are gulped down every summer.
But of late, with health issues on top of mind, many consumers are picking up water, juices &
non-carbonated drinks instead. With their figures strongly on the consumer pulse, the cola
majors are keeping pace & stepping up focus on non- carbonated drinks and juices to quench
the thirst of their health conscious clientele.
The market of non-carbonated drinks is growing by leaps & bounds. It`s not that the
consumers have rejected the cola drinks, instead their area of focus has shifted to the health
issues & they have realized the need of nutritional interventions which has led to an increase in
the sales of non- carbonated drinks, mineral water & fruit juices.
Water provides an apt opportunity for hydration with nutrition. Almost every national beverage
player has a water variant & organized brands like Himalaya, Bisleri, Kinley, Aquafina vie with
thousands of local players for a slice of the market.
The major players in the juice market are Real & Tropicana, to name a few.
(Article titled “ Indiathinks healthy, drinks healthy “http://newindianexpress.com/,
THE COCA COLA COMPANY
Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by
simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it
was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was
combined with carbonated water and sampled by customers who all agreed -- this new drink
was something special. So Jacobs' Pharmacy put it on sale for five cents a glass.
Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it out in
his distinct script. To this day, CocaCola is written the same way. In the first year, Pemberton
sold just 9 glasses of CocaCola a day. A century later, The Coca-Cola Company produced more
than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing
the success of the beverage he had created.
Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler secured
rights to the business for a total of about $2,300. Candler would become the Company's first
president, and the first to bring real vision to the business and the brand.
Asa G. Candler, a natural born salesman, transformed CocaCola from an invention into a
business. He knew there were thirsty people out there, and Candler found brilliant and
innovative ways to introduce them to this exciting new refreshment. He gave away coupons for
complimentary first tastes of CocaCola, and outfitted distributing pharmacists with clocks, urns,
calendars and apothecary scales bearing the CocaCola brand. People saw CocaCola everywhere,
and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago,
Dallas and Los Angeles.
In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put CocaCola
in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a
brilliant and innovative businessman, he didn't realize then that the future of CocaCola would be
with portable, bottled beverages customers could take anywhere. He still didn't realize it five
years later, when, in 1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B.
Whitehead, secured exclusive rights from Candler to bottle and sell the beverage for only one
Imitation may be the sincerest form of flattery, but The CocaCola Company was none too
pleased about the proliferation of copycat beverages taking advantage of its success. This was
a great product, and a great brand. Both needed to be protected. Advertising focused on the
authenticity of CocaCola, urging consumers to "Demand the genuine" and "Accept no
The Company also decided to create a distinctive bottle shape to assure people they were
actually getting a real CocaCola. The Root Glass Company of Terre Haute, Indiana, won a
contest to design a bottle that could be recognized in the dark. In 1916, they began
manufacturing the famous contour bottle. The contour bottle, which remains the signature
shape of CocaCola today, was chosen for its attractive appearance, original design and the fact
that, even in the dark, you could identify the genuine article.
As the country roared into the new century, The CocaCola Company grew rapidly, moving into
Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S.territories. In 1900,
there were two bottlers of Coca-Cola; by 1920, there would be about 1,000.
Perhaps no person had more impact on The CocaCola Company than Robert Woodruff. In 1923,
four years after his father Ernest purchased the Company from Asa Candler, Woodruff became
the Company president. While Candler had introduced the U.S. to CocaCola, Woodruff would
spend more than 60 years as Company leader introducing the beverage to the world beyond.
Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the
expansion of CocaCola overseas and in 1928 introduced CocaCola to the Olympic Games for the
first time when CocaCola traveled with the U.S. team to the 1928 Amsterdam Olympics.
Woodruff pushed development and distribution of the six-pack, the open top cooler, and many
other innovations that made it easier for people to drink CocaCola at home or away. This new
thinking made CocaCola not just a huge success, but a big part of people's lives.
In 1941, America entered World War II. Thousands of men and women were sent overseas.
The country, and CocaCola, rallied behind them. Woodruff ordered that "every man in uniform
gets a bottle of CocaCola for 5 cents, wherever he is, and whatever it costs the Company." In
1943, General Dwight .
D. Eisenhower sent an urgent cablegram to CocaCola, requesting shipment of materials for 10
bottling plants. During the war, many people enjoyed their first taste of the beverage, and
when peace finally came, the foundations were laid for CocaCola to do business overseas.
Woodruff‟s vision that CocaCola be placed within "arm's reach of desire," was coming true -from the mid-1940s until 1960, the number of countries with bottling operations nearly
doubled. Post-war America was alive with optimism and prosperity. CocaCola was part of a fun,
carefree American lifestyle, and the imagery of its advertising -- happy couples at the drive-in,
carefree moms driving big yellow convertibles -- reflected the spirit of the times.
After 70 years of success with one brand, CocaCola®, the Company decided to expand with
new flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s; Sprite®
followed in 1961, with TAB® in 1963 and Fresca® in 1966. In 1960, The CocaCola Company
acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the
The Company's presence worldwide was growing rapidly, and year after year, CocaCola found a
home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more.
Advertising for CocaCola, always an important and exciting part of its business, really came
into its own in the 1970s, and reflected a brand connected with fun, friends and good times. In
1978, The CocaCola Company was selected as the only Company allowed to sell packaged cold
drinks in the People's Republic of China.
The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much
change and innovation at The CocaCola Company. In 1981, Roberto C. Goizueta became
chairman of The Board of Directors and CEO of The CocaCola Company. Goizueta, who fled
Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent
Among his bold moves was organizing the numerous U.S. bottling operations into a new public
company, CocaCola Enterprises Inc. He also led the introduction of diet Coke®, the very first
extension of the CocaCola trademark; within two years, it had become the top low-calorie drink
in the world, second in success only to CocaCola.
One of Goizueta's other initiatives, in 1985, was the release of a new taste for CocaCola, the
first change in formulation in 99 years. In taste tests, people loved the new formula, commonly
called “new Coke.” In the real world, they had a deep emotional attachment to the original, and
they begged and pleaded to get it back. Critics called it the biggest marketing blunder ever. But
the Company listened, and the original formulawas returned to the market as CocaCola
classic®, and the product began to increase its lead over the competition -- a lead that
continues to this day.
The 1990s were a time of continued growth for The CocaCola Company. The Company's long
association with sports was strengthened during this decade, with ongoing support of the
Olympic Games, FIFA World Cup™ football (soccer), Rugby World Cup and the National
Basketball Association. CocaCola classic became the Official Soft Drink of NASCAR racing,
connecting the brand with one of the world's fastest growing and most popular spectator
And 1993 saw the introduction of the popular "Always CocaCola" advertising campaign, and the
world met the lovable CocaCola Polar Bear for the first time. New markets opened up as CocaCola products were sold in East Germany in 1990 and returned to India in 1993.
New beverages joined the Company's line-up, including Powerade® sports drink, Qoo®
children's fruit drink and Dasani® bottled water. The Company's family of brands further
expanded through acquisitions, including Limca®, Maaza® and Thums Up® in India, Barq's®
root beer in the U.S., Inca Kola® in Peru, and Cadbury Schweppes'® beverage brands in more
than 120 countries around the world. By 1997, the Company already sold 1 billion servings of
its products every day, yet knew that opportunity for growth was still around every corner.
In 1886, CocaCola® brought refreshment to patrons of a small Atlanta pharmacy. Now well into
its second century, the Company's goal is to provide magic every time someone drinks one of
its more than 500 brands. CocaCola has fans from Boston to Budapest to Bahrain, drinking
brands such as Ambasa,Vegitabeta and Frescolita. In the remotest comers of the globe, you can
still find CocaCola.
CocaCola is committed to local markets, paying attention to what people from different cultures
and backgrounds like to drink, and where and how they want to drink it. With its bottling
partners, the Company reaches out to the local communities it serves, believing that CocaCola
exists to benefit and refresh everyone it touches.
From the early beginnings when just nine drinks a day were served, CocaCola has grown to the
world‟s most ubiquitous brand, with more than 1.7 billion beverageservings sold each day.
When people choose to reach for one of The CocaCola Company brands, the Company wants
that choice to be exciting and satisfying, every single time.
MANIFESTO FOR GROWTH
As per Coca Cola:
“The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for
our business and provides us with a "Roadmap" for winning together with our bottling
“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
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,
Planet - be a responsible citizen that makes a difference by helping build and support
Profit - maximize long-term return to shareowners while being mindful of our overall
Productivity - be a highly effective, lean and fast-moving organization”.
2020 Vision & Commitment
“In early 2009, CCE convened an environmental summit to set out global goals for corporate
responsibility. We set out a road map for achieving them by the year 2020. We call it
CCE has set out longer-term objectives as part of this commitment. These cover:
Energy conservation/climate change- reduce the overall carbon footprint of
our business operations by 15% by 2020, as compared to 2007 baseline.
Sustainable packaging/recycling- reduce the impact of our packaging;
maximize our use of renewable, reusable, and recyclable resources to recover
the equivalent of 100 percent of our packaging.
Water stewardship- establish a water sustainable operation in which we
minimize our water use and have a water neutral impact on the local
communities in which we operate. We'll safely return the amount of water
equivalent to that used in our beverages and their production to these
communities and their environment.
Product portfolio/wellbeing- provide refreshing beverages for every lifestyle
and occasion, while helping consumers make informed beverage choices.
Diverse and inclusive culture- create a culture where diversity is valued,
every employee is a respected member of the team, and our workforce is a
reflection of the communities in which we operate.
Coca-Cola is guided by shared values that both the employees as individuals and the Company
will live by; the values being:
LEADERSHIP:The courage to shape a better future
PASSION:Committed in heart and mind
ACCOUNTABILITY:If it is to be, it‟s up to me
COLLABORATION:Leverage collective genius
INNOVATION:Seek, imagine, create, delight
QUALITY:What we do, we do well
(http://www.coca-colaindia.com/, June 2013)
SOFT DRINK MARKET IN INDIA 2013
The latest beverage market stats are out — and there are some interesting highlights.The epic
battle between Coke and Pepsi continues, but so far Coke still has the top spot. Both Coke and
Pepsi fans are a loyal bunch so it will be hard to sway either of them to the other side.
The transition……….. ( 2012& 2013 scenario )
Diet Coke (CocaCola)
Mountain Dew (PepsiCo)
Diet Pepsi (PepsiCo)
Diet Mountain Dew(PepsiCo)
Diet Mountain Dew(PepsiCo)
The findings of the first ever Most Exciting Brands survey in 2013 reaffirm that four cola brands
feature in the Top 5 rankings: CocaCola emerges as the most exciting brand followed by Thums
Up at no. three, Sprite at no. four &Maaza at no. five.
Figure 3: 2013 Brand survey
COCACOLA IN INDIA
The CocaCola Company's brands in India include Coca-Cola, Fanta Orange, Limca, Sprite,
Thums Up, Burn, Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and the
Georgia Gold range of teas and coffees and Vitingo.
In India, the CocaCola system comprises of a wholly owned subsidiary of The CocaCola
Company namely CocaCola India Pvt. Ltd which manufactures and sells concentrate and
beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,
Hindustan CocaCola Beverages Pvt. Ltd;thirteen authorized bottling partners of The
CocaCola Company, who are authorized to prepare, package, sell and distribute beverages
under certain specified trademarks of The CocaCola Company; and an extensive distribution
system comprising of our customers, distributors and retailers.
CocaCola India Private Limited sells concentrate and beverage bases to authorized bottlers who
are authorized to use these to produce a portfolio of beverages.These authorized bottlers
independently develop local markets and distribute beverages to grocers, small retailers,
supermarkets, restaurants and numerous other businesses. They in turn make the beverages
available throughout India.
The CocaCola Company has invested nearly USD 2 billion in its operations in India since its reentry back into India in 1992. The CocaCola system in India directly employs over 25,000
people including those on contract. The system has created indirect employment for more than
1,50,000 people in related industries through its vast procurement, supply and distribution
As a Company, the products are an integral part of the micro economy particularly in small
towns and villages, contributing to creation of jobs and growth in GDP. CocaCola in India is
As an industry which has strong backward and forward linkages, the operations catalyze growth
in demand for products like glass, plastic, refrigeration, transportation, and industrial and
agricultural products. The operations also lead to incremental growth of the enterprises
engaged in post-production activities like merchandising, marketing and sales.
The CocaCola Company has always placed high value on good citizenship. The basic proposition
entails that the Company's business should refresh the market; enrich the workplace; protect
and preserve the environment; and strengthen the community.
The company leverages its unique strengths to actively support and respond to local needs -be it the need for education, health, water or nutrition. It has used its distribution network for
disaster relief, the marketing prowess to raise awareness on issues such as PET recycling.
The CocaCola India Foundationis now taking forward, projects and programs of social
relevance to carry forward the message of inclusive growth and development.
global 1.Significant focus on 1.Bottled
brand in the world in carbonated drinks
2. Increasing demand 2. Water scarcity
for healthy food and
largest 3. High debt level due beverages
in to acquisitions
to disclose negative
3. Growing beverages
4. Negative publicity
3. Strong marketing 5. Brand failures or emerging markets
5. Decreasing gross
profit and net profit
with 4. Growth
6. Competition from
5. Customer loyalty
6. Bargaining power
Table 2: SWOT analysis
1. The best global brand in the world in terms of value. The Coca Cola Company is the most valued
($77,839 billion) brand in the world.
2. World’s largest market share in beverage. Coca Cola holds the largest beverage market share in the
world (about 40%).
3. Strong marketing and advertising. Coca Cola’ advertising expenses accounted for more than $3 billion
in 2012 and increased firm’s sales and brand recognition.
4. Most extensive beverage distribution channel. Coca Cola serves more than 200 countries and more
than 1.7 billion servings a day.
5. Customer loyalty. The firm enjoys having one of the most loyal consumer groups.
6. Bargaining power over suppliers. The Coca Cola Company is the largest beverage producer in the
world and exerts significant power over its suppliers to receive the lowest price available from them.
7. Corporate Social Responsibility (CSR). Coca Cola is increasingly focusing on CSR programs, such as
recycling/packaging, energy conservation/climate change, active healthy living, water stewardship and
many others, which boosts company’ social image and result in competitive advantage over
1. Significant focus on carbonated drinks. The Coca Cola Company is still focusing on selling Coke,
Fanta, Sprite and other carbonated drinks. This strategy works in short term as consumption of
carbonated drinks will grow in emerging economies but it will prove weak as the world is
fighting obesity and is moving towards consuming healthier food and drinks.
2. Undiversified product portfolio. Unlike most company’s competitors, Coca Cola is still focusing only
on selling beverage, which puts the firm at disadvantage. The overall consumption of soft drinks is
stagnating and Coca Cola Company will find it hard to penetrate to other markets (selling food or snacks)
when it will have to sustain current level of growth.
3. High debt level due to acquisitions. Nearly $8 billion of debt acquired from CCE’s acquisition
significantly increased Coca Cola's debt level, interest rates and borrowing costs.
4. Negative publicity. The firm is often criticized for high water consumption in water scarce regions and
using harmful ingredients to produce its drinks.
5. Brand failures or many brands with insignificant amount of revenues. Coca Cola currently sells more
than 500 brands but only few of the brands result in more than $1 billion sales. Plus, the firm’s success
of introducing new drinks is weak. Many of its introduction result in failures, for example, C2 drink.
1. Bottled water consumption growth. Consumption of bottled water is expected to grow both in US
and the rest of the world.
2. Increasing demand for healthy food and beverages. Due to many programs to fight obesity, demand
for healthy food and beverages has increased drastically. The Coca Cola Company has an opportunity to
further expand its product range with drinks that have low amount of sugar and calories.
3. Growing beverages consumption in emerging markets. Consumption of soft drinks is still significantly
growing in emerging markets, especially BRIC countries, where Coca Cola could increase and maintain its
beverage market share.
4. Growth through acquisitions. Coca Cola will find it hard to keep current growth levels and will find it
hard to penetrate new markets with its existing product portfolio. All this can be done more easily
through acquiring other companies.
1. Change in consumer tastes. Consumers around the world become more health conscious and reduce
their consumption of carbonated drinks, drinks that have large amounts of sugar, calories and fat. This is
the most serious threat as Coca Cola is mainly serving carbonated drinks.
2. Water scarcity. Water is becoming scarcer around the world and increases both in cost and criticism
for Coca Cola over the large amounts of water used in production.
3. Legal requirements to disclose negative information on product labels. Some Coca Cola’s carbonated
drinks have adverse health consequences. For this reason, many governments consider to pass
legislation that requires disclosing such information on product labels. Products containing such
information may be perceived negatively and lose its customers.
4. Decreasing gross profit and net profit margins. Coca Cola’s gross profit and net profit margin was
decreasing over the past few years and may continue to decrease due to higher water and other raw
5. Competition from PepsiCo. PepsiCo is fiercely competing with Coca Cola over market share in BRIC
countries, especially India.
6. Saturated carbonated drinks market. The company significantly relies on the carbonated drinks sales,
which is a threat for the Coca Cola as the market of carbonated drinks is not growing or even declining in
PORTER’S FIVE FORCES ANALYSIS
RIVALRY AMONG EXISTING FIRMS:
The greatest competition that CocaCola faces is from the rival sellers within the industry.
CocaCola, Pepsi Co are among the largest competitors in this industry, and they are all globally
established which creates a great amount of competition.
CocaCola manufactures, distributes and markets non-alcoholic beverage concentrates and
syrups, including fountain syrups.
It supplies concentrates and beverage bases used to make the products and provides
management assistance to help it's bottler's ensure the profitable growth of their business.
Overall, CocaCola continues to outsell Pepsi in almost all areas of the world.
By most accounts, CocaCola was India's leading soft drink until 1977 when it left India after a
new government ordered, The CocaCola Company to turn over its secret formula for Coke and
dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA).
In 1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-
owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture
marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed. PepsiCo
bought out its partners and ended the joint venture in 1994. In 1993, The CocaCola Company
returned in pursuance of India's Liberalization policy. In 2005, The CocaCola Company and
PepsiCo together held 95% market share of soft-drink sales in India. CocaCola India's market
share was 52.5%.
In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the Cold
War ended. In 1972, Pepsi Co Company struck a barter agreement with the government of the
Soviet Union, in which PepsiCo was granted exportation and Western marketing rights to
Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola.
Pepsi is competing more aggressively in the emerging economies where the dominance of Coke
is not as pronounced, with the growth in emerging markets significantly expected to exceed the
developed markets, rivalry in international market is going to be more pronounced.
New entrants are not a strong competitive pressure for the soft drink industry. CocaCola and
Pepsi co-dominate the industry with their strong brand name and great distribution channels. In
addition, the soft-drink industry is fully saturated and growth is small. This makes it very
difficult for new, unknown entrants to start competing against the existing firms. Another
barrier to entry is the high fixed costs for warehouses, trucks, and labor, and economies of
scale. New entrants cannot compete in price without economies of scale. These high capital
requirements and market saturation make it extremely difficult for companies to enter the soft
drink industry therefore new entrants are not a strong competitive force.
THREAT OF SUBSTITUTES:
Numerous beverages are available as substitutes for soft drinks. Citrus beverages and fruit
juices are the more popular substitutes. Availability of shelf space in retail stores as well as
advertising and promotion traditionally has had a significant effect on beverage purchasing
“For years the story in the non-alcoholic sector centered on the power struggle between
Coke and Pepsi. But as the pop fight has topped out, the industry's giants have begun
relying on new product flavors and looking to noncarbonated beverages for growth.” Substitute
products are those competitors that are not in the soft drink industry. Such substitutes for
CocaCola products are bottled water, sports drinks, coffee, and tea, juices etc.
Bottled water, fruit juices and sports drinks are increasingly popular with the trend to be a more
health conscious consumer. There are progressively more varieties in the water and sports
drinks that appeal to different consumer's tastes, but also appear healthier than soft drinks.
In addition, coffee and tea are competitive substitutes because they provide caffeine. The
consumers who purchase a lot of soft drinks may substitute coffee if they want to keep the
caffeine and lose the sugar and carbonation. Blended coffees are also becoming popular with
the increasing number of Starbucks, Barista and CCD stores that offer many different flavors to
appeal to all consumer markets. It is also cheap for consumers to switch to these substitutes
making the threat of substitute products very strong. In order for soft drink companies to
continue to grow and increase profits they need to diversify their product offerings. So in order
to compete with the substitutes industry, CocaCola has diversified from just carbonated drink
industry to other substitute and so have other brands like Pepsi, Dr. Pepper/Snapple.
BARGANING POWER OF BUYERS:
Individual consumers are the ultimate buyers of soft drinks. However, Coke and Pepsi's real
'buyers' have been local bottlers who are franchised -or are owned, especially in the case of
Coke- to bottle the companies' products and to whom each company sells its patented syrups or
Through the early 1980's, Coke's domestic bottlers were typically independent family
businesses deriving from franchises issued early in the century. Pepsi had a collection of similar
franchises, plus a few large franchisees that owned many locations. Until 1980, Coke and Pepsi
were somewhat restricted in owning bottling facilities, which was viewed as a restraint of free
trade. Jimmy Carter, a Coke fan, changed that by signing legislation to allow soft-drink
companies to own bottling companies or territories, plus upholding the territorial integrity of
soft-drink franchises, shortly before he left office.Also, the three most important channels for
soft drinks are supermarkets, fountain sales, and vending. In 1987, supermarkets accounted
for about 40% of total U.S. soft drink industry sales, fountain sales represented about 25%,
and vending accounted for approximately 13%. Other retailers represent the remaining
percentage.While both Coca-Cola and Pepsi distribute their bottled soft drinks through a
network of bottling companies, Coca-Cola uses its own network of wholesalers for their
fountain syrup distribution, and Pepsi distributes its fountain syrup through its bottlers.
BARGANING POWER OF SUPPLIERS:
The principal raw material used by the soft-drink industry in the United States is high fructose
corn syrup, a form of sugar, which is available from numerous domestic sources. The principal
raw material used by the soft-drink industry outside the United States is sucrose. It likewise is
available from numerous sources.
Another raw material increasingly used by the soft-drink industry is aspartame, a sweetening
agent used in low-calorie soft-drink products. Until January 1993, aspartame was available
from just one source -the NutraSweet Company, a subsidiary of the Monsanto Company- in the
United States due to its patent, which expired at the end of 1992.
Coke managers have long held 'power' over sugar suppliers. They view the recently expired
aspartame patents as only enhancing their power relative to suppliers.
PEST ANALYSIS OF COCA COLA (2013)
As the leading beverages company in the world, Coca Cola almost monopolizes the entire
carbonated beverages segment. Beside it, Coca Cola also maintain their reputation as the
leading company in the world using PEST Analysis so that Coca Cola can examine the macroenvironment of Coca Cola‟s operations.
When Coca Cola had decided to enter a country to distribute the products, Coca Cola was
monitoring the policies and regulations of each country. For the example, when entering
Moslems country such as Indonesia or Malaysia, Coca Cola followed the regulation by adding
“Halal” stamp in each Coca Cola‟s products. In this case, Coca Cola has no political issues in this
Coca Cola also has low growth in the market for carbonated beverages (North America). The
market growth was 1% in 2004. For stimulating the growth, Coca Cola had spent high budget
of advertisement to endorse the customers.
Nowadays, customers tend to change their lifestyle. Customers more aware about health
consciousness by reducing in drinking carbonated beverages to prevent diabetes or other
diseases. As a result, Coca Cola‟s demand for carbonated beverages has decreased and the
revenues also decreased. Thus, Coca Cola diversified its products by adding production lines in
tea (Nestea), juices (Minute Maid), mineral water (Bisleri)etc.
Because of the developing technology, Coca Cola has advanced technology in producing the
products. Then, Coca Cola made innovations by giving flavors to the Coke, such as Cherry Coke,
Diet Coke, Coca Cola Zero, Coke with Lime, and others. But, the customers still prefer the
original taste of traditional coke; it can be seen by the high demands in traditional coke.
A businesses corporate Strategy is aimed at the company`s overall scope and direction.
Business strategy is a long term plan of action designed to achieve a set of company goals and
objectives. An internationalization strategy is aimed at ideas that will help expand the business
Coca-Colas number one goal is to maximize growth and profitability to create value for their
shareholders. They plan to achieve these goals by
(1) Transforming their commercial models to focus on their customers‟ value potential and
using a value-based segmentation approach to capture the industry‟s value potential.
(2) Implementing multi-segmentation strategies in their major markets to target distinct market
clusters divided by consumption occasion, competitive intensity and socioeconomic levels
(3) Implementing well-planned product, packaging and pricing strategies through different
(4) Driving product innovation along there different product categories and achieving the full
operating potential of our commercial models and processes to drive operational efficiencies
throughout our company.
The Question of Value: "Is the firm able to exploit an opportunity or neutralize an
external threat with the resource/capability?"
The Question of Rarity: "Is control of the resource/capability in the hands of a
The Question of Imitability: "Is it difficult to imitate, and will there be significant
cost disadvantage to a firm trying to obtain, develop, or duplicate the
The Question of Organization: "Is the firm organized, ready, and able to exploit the
CocaCola focuses its distribution more on the fountain market with restaurants. While retail
distribution is important, there is bigger margin for fountain sales. Distribution through global
markets has proved to be valuable in strengthening their distribution network.
The size of CocaCola`s distribution network is rare because they deliver their product to many
different buyers on an international scale. CocaCola only produces the syrup concentrate which
it then sends to it bottlers, who distribute to retailers. CocaCola has sustained competitive
advantage by having a straightforward, efficient channel design.
The push and pull distribution strategy of CocaCola may be imitated in its basic essence, but
size of their channels is unique.
CocaCola is able to exploit their distribution by entering foreign markets to dominate their
market share. For example, in Mexico there is not much clean water to drink. CocaCola realizes
this and heavily distributes and advertises in Mexico. Producing Coke in Mexico uses the clean
water available, forcing Mexican citizens to buy CocaCola beverages to satisfy their thirst.
CocaCola‟s product has value in its differentiation from competitors based on its taste. A
common reason people say they drink Coke is because “it tastes better than Pepsi. The recipe is
the biggest secret CocaCola has to their success. This value is spread to Coca-Cola‟s other
CocaCola differentiation strategy is rare considering that when people thinking of drinking cola,
CocaCola is typically the first soda that comes to mind. Indirectly engraining an idea that your
product is “the” product to choose into consumers‟ minds has allowed CocaCola to sustain a
CocaCola experiences imitability, considering in essence it is a standard cola beverage. There
are hundreds of generic colas on the market. While the type of product is easily imitated, the
specific product of Coke is not imitable.
CocaCola uses brand value to exploit its differentiation. Color plays a role in differentiation
because red signifies Coke over the Pepsi blue. They also exploit their wholesome family brand
image but advertising towards this segment (Santa/polar bear commercials.)
COMPETITORS OF COCA COLA
Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink
industry, is usually second to Coke in sales, and outsells Coca-Cola in some markets.
In India, the competitors of the Coca Cola beverages are Pepsico, Parle Agro, Dabur, Nestle etc.
in the branded cold drinks, mineral water & juices.
The various routes formulated by HCCBPL for distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large chunk of
the total sales of the Company. It basically consists of organizations that buy large
quantities of a product in one single transaction. The Company provides goods to
these customers on credit, payments being made by them after a certain period of
time i.e. either a month of half a month.
Examples: Clubs, fine dine restaurants, hotels, corporate houses etc.
Future Consumption: This route consists of outlets of Coca-Cola products, wherein
a considerable amount of stock is kept in order to use for future consumption.
Examples: Departmental stores, supermarkets etc.
Immediate Consumption: The outlets in this route are those which require stocks
on a daily basis. The stocks of products in these outlets are not stored
for future use instead, are exhausted on the same day and might run a little into the
next day i.e. the products are consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions etc.
General: Under this route, all the outlets that come in a particular area or an area
along with its neighboring areas are catered to. The consumption period is not taken
into consideration in this particular route.
Direct distribution: In direct distribution, the bottling unit or the bottler partner has
direct control over the activities of sales, delivery, and merchandising and local account
management at the store level.
Indirect distribution: In indirect distribution, an organization which is not part of the
CocaCola system has control on one or more of the distribution elements (sales,
delivery, merchandising and local account management)
Merchandising: Merchandising means communication with the consumer at the point
of purchase to convey product benefit, value and Quality.
personnel both have this responsibility.
Sales people anddelivery
Direct Sales Distribution (DSD): HCCBPL, Mancheswar comes under this category. The
material`s procured from the Coca Cola plant located at Khurda. The company`s vehicles
supply the materials to the customers as per the orders received.
Route to market (RTM)
Figure 4: Direct sales distribution
Distribution Automated System (DAS): Here, Market Developers are appointed by the
company. They visit the retail outlets & punch orders. The orders are handled by a third party.
Improvised Distribution Automated System (IDAS): It is an improvised version of DAS.
PACKAGING DETAILS OF COCACOLA PRODUCTS
Can : 300 ml, 330 ml
RGB : 200 ml, 300 ml, 330 ml
PET : 350 ml, 400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml
Fountain Glass : various sizes
PET : 350 ml, 500 ml
Can : 300 ml, 330 ml
Can : 300 ml, 330 ml
RGB : 200 ml, 300 ml, 330 ml
PET : 350 ml, 400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml
Fountain Glass : various sizes
Can : 300 ml, 330 ml
RGB : 200 ml, 300 ml, 330 ml
PET : 350 ml, 400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml
Fountain Glass : various sizes
Can : 300 ml, 330 ml
RGB : 200 ml, 300 ml, 330 ml
PET : 350 ml, 400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml
Fountain Glass : various sizes
Can : 300 ml, 330 ml
RGB : 200 ml, 300 ml, 330 ml
PET : 350 ml, 400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml
Fountain Glass : various sizes
RGB : 200 ml, 250 ml
PET : 250 ml, 400 ml, 600 ml, 1.2 L
Can : 300 ml
PET : 500 ml, 1000 ml, 2 L, 20 L, 25 L
RGB : 200 ml, 300 ml
PET : 350 ml, 500 ml, 1.25 L, 1.5 L, 2 L
Bitter lemon : Glass bottle: 250 ml
Tonic water : Glass bottle: 250 ml
Ginger ale : Glass bottle: 250 ml
Soda water : Glass bottle: 250 ml
Hot & cold beverages available in various sizes
Marketing channels' set of practices or activities necessary to transfer the ownership of
goods, and to move goods, from the point of production to the point of consumption
and, as such, which consists of all the institutions and all the marketing activities in the
marketing process. A marketing channel is a useful tool for management.
Roles of marketing channel in marketing strategies:
Links producers to buyers.
Performs sales, advertising and promotion.
Influences the firm's pricing strategy.
Affecting product strategy through branding, policies, willingness to stock.
Customizes profits, install, maintain, offer credit, etc.
An alternative term isdistribution channel or 'route-to-market'. It is a 'path' or
'pipeline' through which goods and services flow in one direction (from vendor to the
consumer), and the payments generated by them flow in the opposite direction (from
consumer to the vendor). A marketing channel can be as short as being direct from the
vendor to the consumer or may include several inter-connected (usually independent
but mutually dependent) intermediaries such as wholesalers, distributors, agents,
retailers. Each intermediary receives the item at one pricing point and moves it to the
next higher pricing point until it reaches the final buyer.
Wholesalers are independently owned firms that take title to the merchandise they handle.
nIother words, the wholesalers own the products they sell. Wholesalers purchase product in
bulk and store it until they can resell it. Wholesalers generally sell the products they have
purchased to other intermediaries, usually retailers, for a profit.
Distributors are similar to wholesalers, but with one key difference. Wholesalers will carry a
variety of competing products, for instance Pepsi and Coke products, whereas distributors only
carry complementary product lines, either Pepsi or Coke products. Distributors usually maintain
close relationships with their suppliers and customers. Distributors will take title to products and
store them until they are sold.
A retailer takes title to, or purchases, products from other market intermediaries. Retailers can
be independently owned and operated, like small “mom and pop” stores, or they can be part of
a large chain, like Walmart. The retailer will sell the products it has purchased directly to the
end user for a profit.
An intermediary (or go-between) is a third party that offers intermediation services between
two trading parties. The intermediary acts as a conduit for goods or services offered by a
supplier to a consumer. Typically the intermediary offers some added value to the transaction
that may not be possible by direct trading.
(http://en.wikipedia.org/ 26 June 2013)
Key Account Management
It is normally associated with the idea of looking after large and important accounts that are
critical to the business. Key account management includes sales but also includes planning and
managing the full relationship between a business and its most important customers.
An account manager who works in this role will engage in a variety of tasks including project
management, coordination, strategic planning, relationship management, negotiation,
leadership and innovative development of opportunities, keeping a record of transaction of sale
and purchase goods.
Key Account Management (KAM) is far more than just selling products to big customers, its
dealing with those customers who have a strategic role to play in the growth of a supplier. This
therefore includes a range of accounts big, small and indifferent that`re perceived to be
heading in a direction that is critical to the supplier.
The only single trait that seems to be common across the board is that all definitions of KAM
involve having an external relationship with buyers.
Modern Trading Culture
With increasing competition everyday in the consumer market, the world has shifted towards
modern trading concepts. The modern trading concept has two major objectives: to provide
the basic necessities under one roof. Secondly, the customer should be able to touch the
products in person. Metro and Macro are the examples of modern trading stores.
Figure 6: Key account management
In 21st century, customer focused businesses attempt to identify few customers from the
portfolio of their customer base and try to establish
and nurture long term fruitful relationships. Many companies have created positions of key
account managers for this purpose.
KAM is considered as a management approach adopted by selling company. It builds portfolio
of loyal key accounts (also termed as major accounts as they form substantial portion of selling
company‟s business/sales). Such accounts are offered on a continuousbasis by adding value to
standard product &/or service package. Appropriate technical,social and process links get
established once this concept is accepted to be practiced by both; a buyer and a seller. The
focus is on building relations rather than on transactions.
As the customer makes repeat purchases, the seller shifts the focus from transactional state to
relational state and the customer starts climbing loyalty ladder as depicted in the Table.
With the first order, the buyer becomes a customer from a prospect ; with repeat orders moves
to a status of a regular customer. The relations over time make the buyer a supporter. The
mutually beneficial relationsbetween buyer and seller turns a buyer to be an advocate for the
seller. Over time,buyer seller become partners in good as well as bad times. The seller devises
strategies to make the loyalty stronger and help buyer climb the loyalty ladder.
Figure 7: Customer relationship ladder
These`re the new channels through which products can be delivered to the ultimate
consumers. The more the new channels, the more will be the scope for a company to expand
Comprises of element like : Product, Price, Place, Promotion.
Productis seen as an item that satisfies what a consumer needs or wants. It is a tangible good
or an intangible service.
The marketer must also consider the product mix. Marketers can expand the current product
mix by increasing a certain product line's depth or by increasing the number of product lines.
Marketers should consider how to position the product, how to exploit the brand, how to
exploit the company's resources and how to configure the product mix so that each product
complements the other. The marketer must also consider product development strategies.
Price is the amount a customer pays for a product.
The price is very important as it determines the company's profit and hence, survival.
Adjusting the price has a profound impact on the marketing strategy, and depending on the
price elasticity of the product, often it will affect the demand and sales as well. The marketer
should set a price that complements the other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the
Promotion refers to all the methods of communication that a marketer may use to provide
information to various parties about a product.
Promotion comprises elements such as: advertising, public relations, personal selling and sales
Place refers to providing the product at a place which is convenient for consumers to access.
Various strategies such as intensive distribution, selective distribution, exclusive distribution
and franchising can be used by the marketer to complement the other aspects of the
The seven Ps is an additional marketing model that refers to the already mentioned four Ps,
plus 'Physical evidence', 'People', and 'Process'.
(http://en.wikipedia.org/25 June 2013)
Figure 8 : The 4 Ps of marketing
Customer Relationship Management:
Acquiring a customer may be important. However, more important is maintaining an
appropriate and long standing relationship with the existing customers.
Boosting the sales of a product by market penetration strategy, driving the customers away
from the competitors` products.
There are four important and frequent questions a business should ask itself:
Where am I now?
Where do I want to be?
How will I get there?
When will I get there?
The point between where the business is now and where the business wants to be is known as
the gap. Calculating the "gap" is known as gap analysis.
Figure 9: Gap analysis
Once a business has identified a performance gap, the first challenge in closing the gap is to
identify the causes behind the gap. There could be any number of reasons within the marketing
environment including poor sales strategy, strong competition, or a struggling national
economy. The cause could be obvious or the company may need to carry out research to find
out exactly what the problem is. Once an accurate cause (or causes) have been discovered the
firm can write an action plan. There are a number of remedial strategies available, the correct
remedy will depend on the cause of the gap and the firm's resources.
If the cause of the gap is the manner in which the firm carries out all of its business operations
a change in corporate strategy is required. A good starting point is Ansoff's Growth Matrix.
Ansoff's growth strategy provides the firm with one of four options and involves a firm's
products and the markets it operates in. Under Ansoff's matrix a firm can employ a market
penetration strategy, product development strategy, market development strategy or a
diversification strategy to help close the gap. Each of thesedecisions will involve the firm as a
whole, so they are known as are strategic level decisions.
Figure 10: Gap closure
Gap Closure through marketing tactics
If the cause is connected with specific elements of the business the solution will probably need
to concentrate on just these elements. It could be that sales are falling because of a lack of
promotion. A simple advertisement targeted in the right medium could help raise those sales.
These are tactical decisions.In this instance the solution could pick out the relevant elements
from the 7Ps. The 7Ps are the traditional marketing mix of price, place, promotion, product and
people, process, and physical evidence. The three additional elements (people, process and
physical evidence) allow firms to deal with any issues connected with providing a service.
INTRODUCTION TO THE STUDY
NEED OF THE STUDY OR THE PROBLEM OF THE STUDY
The aim of this research study is to explore the opportunities associated with the emerging
The emerging channels include the catering services and the event management organizations.
Until now, no such effort has been made as, evident from the references which have looked
upon the above mentioned sectors in the domestic region of Bhubaneswar, Odisha. The work
clearly shows a lot of gap in this segment.
Channels are generally grouped into four categories: Direct, Manufacturers Representative,
Distribution, and Value Added Reseller.
The Direct channel is the manufacturer‟s direct sales force, staffed by the manufacturer‟s
employees. It sells directly to some end-user customers.
A Distribution channel has third-party organizations (Distributors) which buy the products of
many manufacturers and then resell them to their own customers. Their customers may include
end-user customers, Value Added Reseller organizations, or other distributors. Distributors
include Master Distributors, Distributors, Mail Order firms, Brokers, Dealers, and Retail outlets.
Supermarkets and hardware stores are examples of retail outlets that sell to end-user
(Introduction to Sales Channels: Handbook of channel marketing)
Market needs the long-term relationship between the buyer and seller to maintain growth
(Bejou, 1997). Zikmund, Mcleod, and Gilbert (2003) used the term “one-to-one marketing” to
describe relationship marketing theory because of the business owner‟s tailored marketing to
individuals. The customers are loyal to sellers with high product quality if they equate the
product price with its value.
The relationship marketing theory revolves around three aspects.
According to Zikmund, Mcleod, and Gilbert (2003), the first aspect is financial incentives,
in which the customer receives rewards or discounts .
The second aspect is social bonding between the company and the customer.
The third aspect is structural interaction. The relationship marketing importance resides
in the strong bonding between the company and the customers which results in a longterm relationship that allows the business owner to plan, stock and provide products
wanted repeatedly by the loyal customers (Hair, Bush, &Ortinau, 2003).
The relationship is maintained by stating the facts and giving the necessary information to the
customer. Relationship marketing takes part of the risk to prevent any risk that the buyer may
encounter from the selling and buying experience.
“The relationship marketing strategies are concerned with the development and enhancement
of relationships with a number of key markets” (Šimberová, 2007, p. 207). Marketers should not
subscribe to the caveat emptor principal because it makes the relationship between the seller
and the buyer deteriorate. Inks, Avila and Chapman (2004) found that buyers are more ethically
sensitive to unethical behavior. Buyers have stronger negative reaction to lying when this lying
was from the seller; however, the buyers were less sensitive to their deceit (lying) because they
justify it with the resulting low price.
Companies seek customer‟s commitment; however customer commitment can result from
satisfying the customer by offering him or her good product or service in exchange for his or
her money. Satisfaction comes from product quality and service quality, which is supported by
price fairness (Worrall, Parkes& Coop2004). Polk (2008) states that managers should be
accountable for the company‟s innovations and the change it leads to successfully. Managers
should abandon old ideas when those become a threat to the organization but learn that
failures are opportunities to learn. Peter Drucker stated that organizational profit is necessary
to supply capital for future innovation and expansion (Drucker, 2004).
Chiung-Ju and Wen-Hung (2008) listed different tactics the retailers use to enhance customer
loyalty thatbranch from financial, social andstructural bonding activities. Financial bonding
includes discounts and interest rate. Social bonding is the relationship created between the two
parties during a business interaction and follow up interactions (Chiung-Ju& Wen-Hung, 2008).
The final tactic is structural in which the organization set up rules, policies and procedures to
structure its relationship with the customers.
Survey of 205 companies reported that more than 50% of surveyed companies are generating
75% of their sale from the existing customers (Carter, 2008). Customer loyalty is important
because almost all of the companies had lost a top customer to a competitor in the last three
years (Carter, 2008).
The surveyed companies measure their customer retention thatindicates the
company‟sawareness of the customer retention importance (Carter, 2008). The most important
finding of Carter (2008) survey was the strong link between customer retention and customer
Companies would benefit of generating 75% of their sale from a satisfied and retained
customer. On the contrary, East, Hammond, and Gendall (2006) state that customer retention
importance is overvalued and companies should target customer acquisition strategy. Customer
retention strategy gains are less than customer acquisition according to East, Hammond, and
Palmatier et al. (2009) state that loyal customers will experience strong pressure to reciprocate
the benefits they received from others when they receive good service. People take the
gratitude role when they receive benefits and suffer the guilt of not repaying the favor to the
other party so the at least remain loyal to the favor maker. Roehm and Brady (2007) state that
half of the researched customers switched brands because of a service failure or inappropriate
response from the. Relationship marketing strengthen the relation with the customers but these
customers have higher desire to revenge the brand when their complaints are not addressed
appropriately (Grégoire, Tripp, &Legoux, 2009).
Customer Relationship Management (CRM) main function is to increase the profitable
customers‟ retention effectively by building and maintaining positive relationships (Payne
One of the main functions of CRM is to provide the organization with a single view of the
customer, in which view the information may be split into different disciplines and categories
(Tuck, 2008). Payne and Frow (2006) research on implementing a successful CRM resulted in
identifying four elements which start with assessing the organization‟s readiness for a CRM
initiative to estimate the effort needed to establish CRM; and help in the next step of managing
the change .CRM implementations should be treated as a project and managed as a project
that necessitates employees‟ engagement (Payne &Frow, 2006).
Tuck (2008) state that CRM should be managing customer relationship but lately CRM became
associated with software packages and the difficulty of setting one up. Tuck (2008) claims that
CRM projects shifted the organizational focus to deploying and operating the software package
instead of targeting business processes that would deliver the segmented information in a
useful way to the organization.
Crosby and Caroll III (2008) realized the difficulty in the customer management and suggested
the following guidelines to help the organization better manage its customers:
1. Stated customer goal: state customers` expectations or what they would liketo receive
from their relationship with the organization, and match them with the organizations
2. Set clear customer strategy to better serve the customer. The organizations can excel in
“operational excellence” like Southwest airline does or “product leadership” like Apple‟s
innovative products or “customer intimacy” in the way Ritz-Carlton treat their customers.
These strategies would help serve and retain the customers.
3. Define customer governance by appointing a chief customer officer with a team and
resources to govern the customer‟s needs.
4. Create roadmap for the customer‟s external and internal goals and support themwith a
strategy that ensures an adequate budget to the communication and motivation plans.
( Relationship marketing – Coca Cola in India: Sami Malallah's Blog )
CRM Customer Relationship Management is one of thenewest innovations in customer service
today. CRM standsfor customer relationship management and helps themanagement and
customer service staffs cope withcustomer concerns and issues. CRM involves gathering alot
of data about the customer. The data is then used tofacilitate customer service transactions by
making theinformation needed toresolve the issue or concern readily available to those dealing
with the customers. This results in more satisfied customers, a more profitable business and
more resources available to the support staff. Furthermore, CRM Customer Relationship
Management systems are a great help to the management in deciding on the future course of
the company. These fields include the customer name, address, date of transactions, pending
and finished transactions, issues and complaints, status of order, shipping and fulfillment dates,
account information, demographic data and many more. This information is important in
providing the customer the answer that he or she needs to resolve the issue without
having to wait for a long time and without going to several departments. With just a few mouse
clicks, a customer support representative for example can track the location ofthe customer's
package or order.
Advantages of CRM
CRM helps companies get an insight in to their sales activities, marketing activities and
customer support activities. CRM solutions are particularly very helpful in companies that have a
high purchase frequency/customer transactions.
It‟s possible to outsource certain support activities to the customers through the CRM Systems
to the benefit of both the vendor and customer.
CRM helps in identifying profitable/ unprofitable customers, regular vs. one time customers,
etc. so that companies can spend more resources for important customers.
(CUSTOMER RELATIONSHIP MANAGEMENT WITH SPECIAL
REFERENCE TO COCA COLA : BRAND PROMOTION USING
SAP AS A MEDIUM FOR CRM- MeghaMathur, 2009)
The increasing health consciousness and emphasis of healthy lifestyle not only in developed
nations, but also in developing nations, have slowed down the sales of Coca-Cola‟s carbonated
soft drinks. In response to this health consciousness issue, the company introduced Diet Coke
in 1982. Such change of consumer life style had also led to the introduction of its bottled
CocaCola marketing mix (Murden, Terry, 2005)
Distribution is important because:
Firstly, it affects sales - if it's not available it can't be sold. Most customers won't wait.
Secondly, distribution affects profits and competitiveness since it can contribute up to 50
percent of the final selling price of some goods. This affects cost competitiveness as well
as profits since margins are squeezed by distribution costs.
Thirdly, delivery is seen as part of the product influencing customer satisfaction.
Distribution and its associated customer service play a big part in relationship marketing.
Decisions about physical distribution are key strategic decisions. They are not short term.
Increasingly it involves strategic alliances and partnerships which are founded on trust and
Channels change throughout a product's life cycle. Changing lifestyles, aspirations and
expectations along with the IT explosion offer new opportunities of using distribution to create
a competitive edge.
Controlling the flow of products and services from producer to customer requires careful
consideration. It can determine success or failure in the market place.
The choice of channel includes choosing among and between distributors, agents, retailers,
franchisees, direct marketing and a sales force.
Deciding between blanket coverage or selective distribution, vertical systems or multi-channel
networks, strategic alliances or solo sales forces, requires strong strategic thinking.
Decisions about levels of stock, minimum order quantities, delivery methods, delivery frequency
and warehouse locations have major cash flow implications as well as customer satisfaction
All of these questions are considered in more detail in the sections on channels and strategies.
Meanwhile remember Lambin - "distribution is one of the two main roles of marketing."
Distribution strategy is influenced by the market structure, the firm's objectives, its resources
and of course its overall marketing strategy. All these factors are addressed in the section on
selecting Distribution Channels.
The first strategic decision is whether the distribution is to be: Intensive (with mass distribution
into all outlets as in the case of confectionery); Selective (with carefully chosen distributors e.g.
specialty goods such as car repair kits); or Exclusive (with distribution restricted to upmarket
outlets, as in the case of Gucci clothes).
The next strategic decision clarifies the number of levels within a channel such as agents,
distributors, wholesalers, retailers. In some Japanese markets there are many, many
Next comes a sensitive strategic decision whether to go single channel or multi-channel. Some
producers, like Manchester United FC, use multi-channels - they use many different routes,
direct and indirect, to bring their products to their customers. Multi-channel Systems like this
are common where intensive distribution is required. So direct marketing is combined with
indirect marketing through intermediaries.
Then comes the next level of strategic decisions concerning strategic relationships and
partnerships. Two common strategies are Vertical Marketing Systems and Horizontal Marketing
Vertical Marketing Systems involve suppliers and intermediaries working closely together
instead of against each other. They plan production and delivery schedules, quality
levels,promotions and sometimes prices. Resources, like information, equipment and expertise,
are shared. The system is usually managed by a dominant member, or 'channel captain'.
VMS is more flexible than vertical integration where the manufacturer actually owns the
distribution channel, for example, Doctor Martens boot manufacturers own their own retail
Horizontal Marketing Systems occur where organizations operating on the same channel level
(e.g. two suppliers or two retailers) co-operate. They then share their distribution expertise and
distribution channels. This can speed up the time taken to penetrate the market. There is room
for creative alliances here. See Southwestern Bell's alliance with Granada TV Shops in the Hall
Resources available affect distribution strategy. Who can handle outbound logistics, marketing
and sales, and servicing? Can the supplier afford to deliver small quantities, can it provide more
trucks, can its sales force 'push' products into national retail chains? Can the organization deal
with thousands, maybe even millions of customers - can it cope? Does it want to devote huge
resources here or would it prefer to utilize someone else's resources in return for a slice of the
profits? Difficult marketing dilemmas which make distribution strategy both critical and
interesting. The sections on Distribution Channels explore this in more detail.
Selecting members within a channel
Having decided to go through intermediaries the next question is whether to use agents or
distributors and also how many. Unlike distributors, agents don't hold stocks - they only act as
sales agents finding customers, collecting orders and passing them on to the supplier in return
for a percentage commission.
How would you select a distributor or an agent? Here are some criteria:
1. Market Coverage, 2. Sales Forecast, 3. Cost, 4.Other Resources, 5.Profitability, 6.Control,
7.Motivation, 8.Reputation, 9.Competition, 10. Contracts
1. Market Coverage: - does the profile of existing customers match your target market profile? is the number of customers big enough to meet the required distribution penetration? - is the
existing sales force big enough to cover the territory? - are they dependent on a single
individual? - are the existing delivery fleet and warehouse facilities adequate?
2. Sales Forecast: How many can they sell? What are their forecasts based upon? Do they give
a 'best, worst and average' forecast? Will they invest in large stock commitment? Do they have
budgets to run promotions? Some suppliers even ask their distributors for a marketing plan
showing how they intend to market the supplier's products.
3. Cost: What will it cost in terms of discounts, commissions, stock investment and marketing
4. Other Resources: Does the target market require anything special such as technical advice,
installation, quick deliveries, instant availability? If so can the distributor provide it?
5. Profitability: How much profit will the distributor generate for the supplier?
6. Control: Do they have a reporting system in place? How do they deal with problems? How
often are review meetings scheduled? Can you influence the way they present your products?
7. Motivation: Does the agent or distributor convey a sense of excitement and enthusiasm
about the product? What about its sales force - what's their reaction?
8. Reputation: Has it got a good track record? This includes the number of years in business,
growth and profit record, solvency, general stability and overall reliability. Is it dependent on
one key player?
9. Competition: Do they distribute any competitor's products?
10. Contracts: Some distributors demand exclusivity. Some agreements tie the supplier in for
certain periods of time. Check for flexibility in case things go wrong.
The bottom line is: Can the agent or distributor be motivated, controlled and trusted? Motivated
to sell your product among a range of others. Controlled to fee back results or change strategy
if requested. And trusted to act as a reliable ambassador of your product?
Motivating Channel Members
Maintaining continually high levels of motivation among intermediaries presents a challenge. It
requires a reasonable quality product, creative promotions, product training, joint visits between
producer and distributor, co-operative advertising, merchandising and display.
Most of these apply to agents as much as distributors and retailers.
Keeping the intermediary stimulated is important. Positive motivators, like sales contests are
preferred to negative motivators like sanctions such as reduced discounts and the threat of
terminating the relationship.
A positive reward works better than a negative punishment. Ideally there should be a shared
sense of responsibility - a partnership - a strategic partnership. The supplier and intermediary
are there to help each other. Vertical Marketing Systems are a good example.
Clear communications, covering sales goals, review meetings, reporting procedures, marketing
strategy, training , market information required, suggestions for improvements, all help. Regular
contact through visits, review meetings, dinners, competitions, newsletters, thank you letters,
congratulatory awards all help to keep everyone working closely together.
These are all non-financial incentives which provide a form of psychic income as opposed to
financial income. That's not to say that financial incentives aren't useful motivators, it just
means that there are other motivations there too. In fact the money spent on financial
incentives is often spent more effectively when the sales person is rewarded with a plaque, a
gold pen or a holiday in the Bahamas rather than just the cash which tends to get soaked up
and lost in a sea of ordinary household daily expenditure.
Non cash rewards appeal to the higher levels of Maslow's Hierarchy of Needs - belonging,
esteem and self -actualization.
Despite this, conflict can occur when too many distributors are appointed within close proximity
of each other, or the producer engages in a multiple channel strategy of direct marketing as
well as marketing through intermediaries.
Carefully motivating distributors is vital if goods are to flow smoothly through the channel and
reach satisfied customers.
Figure : 11 (Competencies of key account managers : Diana Woodburn)
Figure : 12 (The development of blueprint for a key account management strategy
to differentiate businesses in the beverage industry: Pieter Ernst Kruger )
CORRELATION TO THE CONCEPT OF MARKETING MIX
A channel member takes into consideration the following parameters:
Which needs does the product satisfy?
What are its features?
How renowned is the company and the brands it offers?
To what degree it is superior or inferior to its competitors?
What is the USP of the product(s)?
The pricing schemes for the new channels should be attractive enough to suit the pockets of
the channel members. Nobody wants to burn a hole in his pocket & no business ever has been
done abandoning the purpose of profit making.
The 'reference value' (where the consumer refers to the prices of competing products) and the
'differential value' (the consumer's view of this product's attributes versus the attributes of
other products) must be taken into account.
Each brand of coca cola has adifferent pricing strategy. Beverage market is said to be an
oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a
mutual balance in pricing between the sellers.
Refers to the channels, the coverage, the supply chain etc. Timely delivery of the products must
be ensured. The concept of "place" has been generally replaced by distribution in the marketing
mix system. Distribution means getting products to customers in a strategic way. CocaCola's
distribution process is a key element of its offering. The company's products are available in
cans and bottles in supermarkets and other retail stores around the world. Additionally, the
company provides supplies for fountain drinks in many restaurants. It sells its products in
thousands of pop vending machines placed in businesses and public buildings. The ease and
convenience of getting to the product is important to customer loyalty.
Coca cola is the world‟s most favorite brand and is available all over the world. The distribution
system of coca cola follows the FMCG distribution pattern. The effective distribution network of
Coke has almost eroded the small and middle level players in the market.
Word-of-mouth is any apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word of mouth
momentum. The company can utilize the people involved in the new channels in the
One of the respondents, Rath caterer came up an innovative concept.Amul ice cream company
asked the caterers who served the ice cream in certain functions, to put up Amul ice cream
boards, the catering people were suppliedwith the brand`s T-shirts &were asked to serve the
ice cream. In this way, the consumers present at the party become aware of the brand`s
The very same concept can be used as a promotion strategy by the company taking the help of
the new channels. While serving beverages to the guests, the catering people can don the
company`s T- shirts, caps and serve beverages to the guests.
The mock-tail section can put up Coca Cola boards in the vicinity informing the consumers that
CocaCola`s products are being served here.
By the side, different brands in demand like Thums Up, Maaza, Fanta, Sprite can be displayed
to increase the visibility of the company & the company`s products. This will definitely push the
sale of the beverages.
CocaCola invests billions of dollars a year in advertising and promotions around the world to
maintain its position of industry leadership against rival Pepsi. Pepsi increased its TV ad budget
by 30 percent in 2011 when it fell behind Diet Coke. CocaCola spends a good portion of its ad
budget on television advertising. It has used polar bear characters and a message of nostalgia
and tradition as part of its branding over time. Magazine ads, online and social media have also
been used as media for Coca-Cola marketing. Sales promotions at the store are used to drive
revenue during slow periods.
CocaCola adopts various advertising and promotional strategies to create an increased demand
in the market by associating with life style and behavior and mainly targeting value based
CocaCola uses CSR as its marketing tool to gain emotional benefits in consumers` minds. It
allows price discounts and allowances to distributors and retailers in order to push
moreproducts into the market. It employs both push strategy through promotions and pull
strategy through advertisements and campaigns.
The individuals involved in the sale and purchase of products or services come under people.
The human resource engaged in the beverage business can be motivated by various ways to
push the sale the sale of CocaCola`s beverages.
Process includes the various mechanisms and procedures which help the product to finally
reach its target market. The processes should ensure that the beverages reach the target
market in adequate amounts, that too well before time ( before any shortage in the stock
With the help of physical evidence, a marketer tries to communicate the USPs and benefits of a
product to the end users. CocaCola can utilize this concept in its fruit juice and mineral water
brands to boost their sales.
OBJECTIVES OF THE STUDY
The study took into consideration the below mentioned objectives:
To explore the opportunities associated with the emerging channels.
To analyze the gaps
To find out techniques which can optimize the sales
To understand customer relationships ( Customer Relationship Management )
SCOPE OF THE STUDY
The study aimed to explore the opportunities associated within the emerging channels in
Coca Cola beverages in the Bhubaneswar market.
The caterers and event management organizations have been dealing with beverages
since a few years. This concept is new to the Bhubaneswar market. The results obtained
from this research will help the company decide whether to include the caterers and
event management organizations in its channel system or not.
This report provides an insight to the problems faced by the caterers and event
management organizations who are already dealing with the CocaCola beverages. The
company should think of ways how to deal with the problems of the existing customers
and manage those effectively to maintain its goodwill and to continue being the market
leader in the beverage industry.
The study provided the scope to collect, analyze & interpret the data providing a chance
to experiment as well as learn.
SIGNIFICANCE OF THE STUDY
To the Researcher
The study provided a chance to utilize my conceptual knowledge in the actual work
environment & prepared me to use the same in my future endeavors.
It provided me the scope to collect, analyze & interpret the data on my own, providing me a
chance to experiment as well as learn.
The study was essential for me in the partial fulfillment of the PGDM curriculum. It enriched me
with the experience to conduct survey.
To the Company
Branded beverage companies are facing tough competition. The study provides an insight to
the company regarding the opportunities associated with the emerging channels & how to
utilize the opportunities to reap benefits.
The study`s based on the research findings for Coca Cola beverages. Any student / researcher
undertakes research on this particular topic or anything related to this particular topic may use
this project report as a source of secondary data / reference.
LIMITATIONS OF THE STUDY
Though I intended to collect a large sample size to obtain a broad vision of the study,
maximum caterers and event managers were too busy to respond. Therefore, the
interpretation & findings are confined to how many respondents I could interact with.
The time constraint of six weeks, the scorching heat and the untimely rains were the
major limitations. Evidently, more time and favorable weather conditions would have
resulted in more effectiveness of this research.
Convincing the respondents for a proper interview process was not that easy. Some
people were too reluctant to part with any information.
The respondents sometimes provided wrong information, which was revealed as I
proceeded further with the study.
The analysis is purely based upon the data collected through the sample survey.
Since the sampling procedure is convenient sampling, the samples selected may not be
true representative of the population.
Economic and market conditions are very unpredictable (present and future). This study
is geographically confined to Bhubaneswar, Odishadue to which the results cannot be
applied universally. Data collection in other regions may produce different results.
Another limitation could be lack of adequate knowledge. As a student, I undertook this
project as a learning experience. I conducted mistakes & learnt from those. I`ve tried
my level best to be authentic & as accurate as possible in the research analysis taking
the help of my guides, on relevant primary data.
The secondary data related to the problem was nowhere to be found.
The respondents may have been biased to a certain extent.
The study might be influenced by unprecedented factors.
The minor concepts & techniques in marketing are used significantly.
This study is explorative in nature. The study is based on the emerging channels. Its
effectiveness can only be judged if the recommendations are implemented. If those
won`twork out, modifications can be made and strategies can be altered.
Type of Research:Exploratory research
Types of data collected:Primary & Secondary
Research instrument:Printed questionnaire was used as the research instrument to facilitate
the collection of data from the targeted sector
Area of survey:The survey was conducted in different locations in Bhubaneswar.
Primary data collection methods:
A) Personal interview ; unstructured:
The respondents were interviewed in order to obtain the information, based on the
questionnaire. Those persons who were too busy to fill up the questionnaires were interviewed
to obtain the required information. This was conducted without the help of any questionnaire.
The objective was to draw a general understanding about the entire issue.
B) Telephonic interview:
Those respondents were contacted through telephone, whose whereabouts were difficult to
access. To increase the ease of accessibility & to save time, this method was adopted.
Data collection through questionnaires:
The questionnaire used is structured, questions are present in a sequence, is simple &
The questions framed are of the following types.
Based on ranking questions
Secondary data collection methods:
The secondary data was collected from the newspapers, text books & various websites
in the internet. Secondary data related to the company was available in ample amounts
in the internet.
No data directly related to the research topic could be collected from the accessed
This project was restricted to six weeks as instructed by the institute guidelines with
regards to summer internship.
Caterers and Event management organizations in Bhubaneswar.
Non probability / deliberate sampling : Convenience sampling & Snowball sampling.
Tools used in data analysis :
Data collected has been analyzed using Statistical Package for Social Sciences (SPSS)and MS
ABOUT THE PROJECT
As per the problem of the study, I had to find out the opportunities associated with the
emerging channels. The emerging channels were identified as:
Event management organizations
The word “Emerging” refers to as something novel, something that is coming forth or
coming into existence.
The Caterers, Event management organizations have a big role to play when it comes to
providing service to the society. In other words, they`re the service providers or they
belong to the service sector.
ColaCola identified these sectors as the emerging channels. The other channels have
already been discussed the previous chapters.
They have to act per the customers` orders and satisfy their requirements, which are
completely demand driven.
The event management organizations & caterers require on the spot delivery, delivery of
beverages in limited quantities, delivery at odd times.
I prepared the questionnaire taking into consideration the factors which may contribute
to opportunities in the emerging channels as well as the concept of the original 4 Ps of
Marketing : Product, Price, Place, Promotion ( The Marketing mix ).
DATA ANALYSIS & INTERPRETATION
Analysis of data in a general way involves a number of closely related operations that are
performed with the purpose of summarizing the collected data and organizing them in such a
manner that they answer the research questions.
The term analysis refers to the computation of certain measures along with searching for
patterns of relationship that exists among data-group. Thus in the process of analysis,
relationship or differences supporting or conflicting with original or new hypothesis should be
subjected to statistical tests of significance to determine with what validity data can be said to
indicate any conclusion.
** The values represented by the pie charts, graphs & dough nuts are expressed in
1) Do you serve branded soft drinks/fruit juices/mineral water to your guests?
As visible in the graph, 90%respondents serve branded cold drinks as ordered by the host. 10%
of the respondents have given the opinion that they possess no idea about the particular
question, the reason being they don`t deal with branded cold drinks at all.
It can thus be inferred that there exists a high demand for branded drinks ( carbonated drinks,
fruit juices & mineral water ) in Bhubaneswar. Due to the demand, the caterers/event
management organizations serve branded drinks to the guests, as per the order(s) of the
2) What type of beverages do the hosts generally order?
The doughnut gives an idea about the types of branded drinks ordered by the host(s). 70% of
the respondents have given the opinion that carbonated drinks, mineral water and fruit juices
are equally in demand in Bhubaneswar market.
19.6 % of the respondents deal only with mineral water & carbonated drinks based on the
A small chunk of respondents don‟t deal with cold drinks at all and they constitute 11.8% of the
total sample size.
It can thus be inferred that the market for fruit juices & mineral water`s growing at a fast rate
courtesy the health consciousness among the residents of Bhubaneswar.
3) Does the host demand beverages of any particular brand?
Majority of respondents i.e. 60.8% have given the opinion that the hosts demand beverages of
particular brands. Those who`re not into the colddrink business, don`t possess any knowledge
about this. 21.6 % have responded with “No” .
It can be inferred that most of the hosts have knowledge regarding various brands of
beverages available in the Bhubaneswar market based on which they put forward their
demands in front of the caterers and event management organizations. 21.6 % have responded
with “No” which means that since the hosts don`t demand a particular brand, they serve drinks
as per their liking, availability of the beverages etc.
4) Which is the most preferred channel of your cold drink procurement?
51% of the emerging channel members prefer the malls, retail outlets to purchase cold drinks.
Those who don`t deal with cold drinks have no idea about this question. 2% of the respondents
pick up the cold drinks from the hotels. 30% of the respondents get the stuff from the
distributors. Another 2% get their stuff from distributors & malls.
51% of the emerging channel members prefer the malls, retail shops to purchase cold drinks
lured by the attractive offers. 2% of the respondents pick up the cold drinks from the hotels
because of their tie ups. Another 2% get their stuff from distributors as well as the malls.
Whenever the distributors don`t deliver the products on time, they procure the products from
alternative sources like malls & retail outlets.
5) The consumption pattern of cold drinks is:
throughout the year
35.3 % respondents have given the information that the consumption of cold drinks is
seasonal.Majority of the respondents i.e. 53% have given the opinion that the consumption
occurs throughout the year.12% can`t say anything on this issue for they don`t deal with the
beverages at all.
The consumption of cold drinks is seasonalindicates that the demand for beverages soars up in
the summers. Consumption occurs throughout the year means, the beverages are in demand
throughout the year courtesy the marriages, parties, functions and other events, going on
around the entire year. This provides a chance to the channel members to boost the
consumption of soft drinks and make profits out of the beverage business.
6) Preferred aerated drink brand(s):
As per the bar graph, Thums Up is the most demanded Cola flavored drink in the Bhubaneswar
market. Next to it, comes Coca Cola at 27.5%. 3.9% of the channel members deal with
CocaCola as well as Pepsi. 7.8% respondents deal with more than on brand of the same
company. Here, the brands comprise of Thums Up, Coca Cola, Sprite, Fanta.11.8% of the
respondents don`t have anything to do with the cold drinks & they thus have given the opinion
that they can`t say anything about this. 9.8% have voted in favor of Pepsi.
Thums Up is the most demanded Cola flavored drink in the Bhubaneswar market. It`s fizziness
is its USP. The demand for CocaCola too is high in the market.7.8% respondents go by the
consumer demand & deal with more than on brand of the same company, especially various
brands of the CocaCola company like Sprite, Fanta, Limca.
It can thus be inferred that Coca Cola brands have a higher demand in the market in
comparison to Pepsico`s beverages.
PET bottles of 1.5 litres are very much in demand. Next comes the demand for 2 litre bottles.
This can thus be inferred that for various parties and functions, the channel members prefer
large pack sizes of carbonated drinks over small ones. They`ve given the opinion that on
purchase of large PET bottles (large sized) in large quantities, they`re offered discounts and
8) Preferred fruit juice brand(s):
As per demand
Prepare by self
44% of the respondents have given the opinion that Tropicana`s the most demanded brand in
the fruit juice section. 6% of the respondents prepare fruit juices by themselves. 4% say that
the demand varies from one party to another. 4% have voted in favor of Real.23% have voted
in favor of Maaza. 19% have nothing to say on this.
It can thus be inferred that Tropicana`s the most demanded brand in the fruit juice section due
to its taste. Next to it, Maaza is in demand. Real constitutes 4% of the market share, as evident
from this study.
9) Pack sizes demanded:
Most of the respondents prefer 1.5 lit PET bottles of fruit juices. 6 % have given the opinion
that the pack sizes vary as per the demand of the hosts. Only 1% prefer pocket packs, that too
This can thus be inferred that for various parties and functions, the channel members prefer
large pack sizes of fruit juices over small ones. They`ve given the opinion that on purchase of
large sized PET bottles in large quantities, they`re offered discounts and attractive offers.
10 ) Preferred mineral water brand(s):
The table shows the preference of mineral water by the emerging channels. Bisleri tops the list.
Next comesAquafina. Coca cola`s Kinley is preferred by 10% of the respondents.
Bisleri is the most preferred mineral water brand courtesy its taste, purity. Aquafina is preferred
due to its taste.
11 ) Pack sizes demanded:
The doughnut represents that 1 lit bottles are more in demand. 49% people prefer 1 lit bottles.
Then come the large sized 20 lit jars of mineral water, taking the demand for mineral water
pack sizes into consideration.
It can be interpreted that the pack sizes of mineral water vary from one service provider to
12 ) Do the products get delivered on time?
80% of the respondents don`t have a fair idea regarding this question. 19.65% get their
products delivered on time. 10% respondents have complained that the products don`t get
delivered on time.
80% of the respondents either procure the beverages from malls, shops or they deal with
products of Pepsico or they don`t deal with any beverage. This is the reason they don`t have a
fair idea regarding this question. 10% respondents have complained that the products don`t
get delivered on time which is hampering their dealings with the customers. They`ve to procure
products from malls or retail shops due to untimely delivery of the products by the distributors.
19.65 %of the respondents are satisfied with the distribution system of the company.
13 ) Do the sales people visit often?
80% of the respondents have responded with the can`t say option. 16% have responded that
sales people don`t visit them. 14% have replied that sales people visit them.
80% of the respondents have responded with the can`t say option because of reasons like:
most of them procure the beverages from malls, retail outlets, they deal with beverages of the
rival company, they don`t deal with any beverage at all.
14 ) Do you have any cooling equipment to store the beverages?
57% of the respondents have their own fridges or deep freezers to store the beverages. 4%
use ice boxes to store the beverages. 29% don‟t have any cooling equipment and 10% can`t
say anything on this question.
57% of the respondents have their own cold storage facilities which implies that the company
need not spend extra bucks in providing storage equipment to the caterers/event management
organizations. The same is with the respondents having ice boxes for storage. 10%
respondents can`t say anything on this issue because they either are not dealing with
beverages or they`re dealing with the beverages of the rival company Pepsi.
15 ) Has it been provided by the company or it is self- financed?
52.9% respondents have their own fridges or deep freezers to store the beverages 7.8%
respondents have given the opinion that they haveprocured the cooling equipment from the
company. 29% of the respondents don`t possess any cooling equipment at all. 10% can`t say
anything on this issue.
29% of the respondents don`t possess any cooling equipment at all because they don`t feel its
necessity. 10% can`t say anything on this issue because they are dealing with the beverages of
other companies or they`re not dealing with beverages at all.
16 ) What is your feedback on pricing variance in various channels with regards
Discounts in malls,
Good dealings with
Discounts in Good dealings
malls, Reliance with hotels
Majority of the respondents procure the beverages from malls like Big Bazaar and retail shops
like Reliance Fresh. 17.6% are satisfied with the pricings offered by the company through the
distributors. 2% procure the cold drinks from the hotels. 29.4% can`t say anything on this.
Majority of the respondents procure the beverages from malls like Big Bazaar and retail outlets
like Reliance Fresh due to the attractive offers and discounts. They don`t get such facilities
elsewhere. 17.6% are satisfied with the pricings offered by the company through the
distributors and thus procure branded drinks through the distributors. 2% procure cold drinks
from the hotels with who they have tie ups. 29.4% can`t say anything on this either they have
no knowledge on this, or they`re not dealing with beverages or they`re dealing with the
beverages of the rival companies.
17 ) How would you rate your satisfaction taking into account the products &
services offered by Coke? (rate as per the 5 point scale )
<Highly satisfied: 5; Satisfied: 4; Neutral: 3; Dissatisfied: 2; Highly dissatisfied: 1>
49% have given the rating 3.29% have given the rating 4.22% could gave no opinion.
49% have given the rating 3, with most of them complaining that their complaints are not being
entertained. They however claim that the beverages from Coca Cola are great and have a good
demand in the market since long. 29% who have given the rating 4 are satisfied with the
products as well as the services. 22% could gave no opinion because they either have no
business transactions with Coke, or they`re dealing with the products of Pepsi.
18 ) Have you ever been approached by Coca Cola to be a part of its channel?
69 % of the respondents have given the opinion that they`ve never been approached by the
company to be a part of their channel. 31 % responded with „Yes‟.
69 % of the respondents have given the opinion that they`ve never been approached by the
company to be a part of their channel. However, if they`re given such an offer, most of them
would like to clinch the deal. 31 % responded with „Yes‟ which implies that coca Cola has
approached them. Some have accepted the offer & and are a part of the channel. Others are
neither interested to be a part of the channel or they have accepted the offer from the rival
19 ) If you receive such a lucrative offer, how will you react?
Deals with both Coke
Deal with Coke
Deal with Pepsi
Interested in business
Majority of the emerging channels are interested topursue business transactions with Coke.
These account for 47.1% of the data collected.
27.5% already deal with Coke. These 27.5 % respondents procure the cold drinks through the
distributors. 2% deal both with CocaCola& Pepsi, 5.9% deal with Pepsi & 17.6% respondents
don`t serve cold drinks.
Majority of the emerging channels are interested to pursue business transactions with Coke.
These account for 47.1% of the data collected. This implies that the opportunities for Coca Cola
in the emerging channels is vast.
27.5% already deal with Coke which implies that the opportunities for profit making through
emerging channels is a good & established.
Type of service provider * Serving branded beverages Cross tabulation
Type of service
As evident from the table and bar graph, 31 caterers and 14 event management organizations serve
branded beverages to their guests, as per the demands of the host(s).
It can thus be inferred that there exists a huge demand for branded beverages in Bhubaneswar.
Out of 51 respondents, 27 have their own cooling equipment to store the beverages. 4 have their
equipment provided by the company. 15 possess no equipment and 5 respondents have nothing to
say on this issue.
The company need not incur any extra cost towards providing the storage equipment to the
emerging channel members as most of them own the equipment and the rest do not require the
Satisfied with products and services * Product delivery on time Crosstabulation
Product delivery on time
satisfied with products
neither satisfied nor
As evident from the table and the graph, 25 respondents are neither satisfied with the products
and services offered by the company. 15 are satisfied and 11 have nothing to say on this issue.
The services provided by the company like timely delivery is the biggest problem encountered
by majority of the respondents.
satisfied with products and services * sales people visit often Crosstabulation
sales people visit often
satisfied with products
neither satisfied nor
As evident from the table and the graph, 25 respondents are neither satisfied with the products
and services offered by the company. 15 are satisfied and 11 have nothing to say on this issue.
The respondents have a number of complaints. However they can`t communicate this to the
company due to the unavailability of the sales people.
Ever been approached by coca cola to be a part of its channel * accept or reject
the offer Crosstabulation
accept or reject the offer
already in interested
business in business
in business both Coke
with Coke with Coke interested with Pepsi and Pepsi
coca cola to be a
part of its channel
CocaCola has approached 17 respondents. 34 respondents have never been approached
by CocaCola. Out of the 17 respondents approached, 14 are already dealing with Coke.
24 want to have business transactions with Coke. 3 deal with Pepsi. 9 are not
interested. 1 deals with both coke and Pepsi.
24 respondents want to have business transactions with Coke which suggests that the demand
for CocaCola products is huge in Bhubaneswar. The company should identify the sources and
cater to their respective demands.14 respondents are dealing with Coke and making benefits
out of the beverage business suggests that the company has a good scope to make more and
more profits by including the caterers and event management organizations as its channel
Type of beverages ordered * Serving branded drinks Crosstabulation
Type of beverages
carbonated drinks, fruit
juices, mineral water
45 respondents, out of 51, serve branded drinks. 6 don`t serve branded drinks. Out of
45, 35 deal with carbonated drinks, mineral water and fruit juices. 10 deal only with
carbonated drinks and mineral water.
The branded drinks market as well as the market for fruit juices is growing by leaps and
bounds in the Bhubaneswar market.
Type of beverages ordered * Demand of any particular brand Crosstabulation
Demand of any particular
carbonated drinks, fruit
juices, mineral water
Type of beverages
31 respondents have respondents have given the view that particular brands are demanded.
11 have said that the hosts don`t demand any particular brand. 9 respondents have nothing
to say on this issue.
It can be interpreted that branded drinks are in vogue in Bhubaneswar.
Serving branded drinks * ever been approached by CocaCola to
be a part of its channel Crosstabulation
ever been approached by
coca cola to be a part of its
Majority of the respondents serve branded drinks, however they have never
been approached by CocaCola to be a part of its channel. They procure the
drinks from malls, retail outlets.
CocaCola is yet to cover the gap in case of caterers and event management
organizations. The company has to reach out to those caterers and event
management organizations who can be the potential customers for the company.
Since majority of the caterers and event management organizations procure the
beverages from the malls and retail outlets, the company should ensure that
ample amounts of beverages reach the malls and retail outlets on time so that
shortages in the supply of beverages do not occur and the customers do not
purchase products of other beverage companies, other than CocaCola.
The branded beverages (cold drinks, mineral water & fruit juices) are very much
in demand in the Bhubaneswar market. In the summers the demand for the
beverages in various parties and functions is so high that if adequate supply is
not ensured, the beverages cannot be supplied in required amounts and in the
right time to the consumers.
However, it cannot be denied that the consumption of cold drinks occur
throughout the year.
The people of Bhubaneswar have grown health conscious over years. Due to this
reason, the demand for mineral water and fruit juices is increasing by leaps and
Attractive pricing schemes, offers & discounts available through sources like
retail outlets like Big Bazaar, Reliance fresh lure the caterers and event
management organizations and they find it convenient to procure the products
from over here due to easy availability and they purchase the materials as per
The carbonated drinks and mineral water are more in demand in comparison to
fruit juices. If it`s for the Cola drinks, the first preference is Thums Up.
Pepsico`s Tropicana is the market leader in the fruit juice segment.
Bisleri is the most demanded brand in the mineral water segment.
Majority of the channel members have their own cooling equipment to store the
Some of the respondents are dissatisfied with the company`s service as the
products are not delivered in time.Their complaints are not entertained. Some of
them have also given the opinion that if the products are not delivered on time,
theywill switch over from the products of CocaCola to the products of the rival
company Pepsi, though CocaCola products are in great demand.
In general, the caterers and event management organizations prefer malls and
retail outlets for procuring the beverages.
When the products don`t reach the respondents on time, they prefer malls and
retail outlets like Big Bazaar & Reliance Fresh, respectively.
Most of these sectors have never been approached by any company offering
them to be a part of their channel system.
They`re ready to place orders with the company directly if they`re ensured
delivery of their orders at odd times, offered attractive pricing schemes,
SUGGESTIONS TO THE COMPANY
The world is fighting obesity and is moving towards consumer healthy food and drinks.
CocaCola should introduce fruit juices of various flavors to its already existing beverage
portfolio ( new product development )
CocaCola should conduct a market survey regarding why its mineral water brand Kinley
doesn‟t occupy a major share in the mineral water market. It should devise strategies how
to boost the sales of its mineral water brand Kinley.
CocaCola can conduct an extensive market survey on MinuteMaid fruit juices. Maaza, the
mango flavored drink is one of the most demanded fruit juice brands. It`s the market leader
in terms of mango drinks, surpassing Parle Agro`sFrooti and Pepsico`s Slice. However, the
fruit juice brand MinuteMaid is facing tough competition from Pepsico`sTropicana. The
market survey should be targeted at discovering the reasons that make Tropicana the most
sought after fruit drink brand. The company can then utilize the information and modify its
strategies in marketing MinuteMaid or to introduce new fruit juice brands of various flavors
to give competition to Tropicana.
CocaCola may acquire other companies producing fruit juices, those who aren`t able to
sustain the competition in the beverage business even though their products are pretty
much in demand ( diversification-acquisitions).
The branded drinks ( aerated drinks, mineral water and fruit juices ) are very much in
demand in the Bhubaneswar market. CocaCola should identify and target all the caterers
and event management organizations.Company representatives should directly visit the
intermediaries & make long term liaisons with them offering them cash benefits, incentives
The respondents who are not dealing with beverages or those who will deny being a part of
CocaCola`s channel system may be convinced by lucrative offers.
CocaCola should advertise its brands regularly so as to maintain the Top of the mind
awareness (TOMA) [in the minds of the channel members or the consumers ]
Cocacola should ensure that the products reach the destination on time and the orders are
fulfilled, how small the ordered quantity might be.The consumption of cold drinks occurs
throughout the year. It must be ensured that the demands of the caterers and event
management organizations are fulfilled. The company should take the responsibility that in
no case the shortage of cold drinks occurs anywhere. Their ( caterers and event
management organizations ) business means a lot to them. Cancellation of orders due to
their inability to supply the required quantity of beverages on time, will damage their
goodwill, which in turn will affect their business as a whole.
Since majority of the caterers and event management organizations procure the beverages
from the malls and retail outlets, the company should ensure that ample amounts of
beverages reach the malls and retail outlets on time so that shortages in the supply of
beverages do not occur and the customers do not purchase products of other beverage
companies, other than CocaCola.
Majority of the channel members who are already dealing with CocaCola beverages have
complaints regarding untimely delivery of the products, fixing the damaged cooling
equipment ( here, fridges ). They even are dissatisfied that the sales people do not visit
them at all and take a note of the problems they are facing.
The Company should hold regular meetings with the distributors to help them understand
the strengths & weaknesses in the marketing sectors, the areas which can be concentrated
upon to boost the sales & to clarify the defects in the system. Review meetings should be
conducted at regular intervals so that the working pattern of the sales people, distributors
can be discussed in depth & modified as per the complaints or needs, by mending the
problems of the new channels.
The company should try to fix the problems of the existing customers (caterers and event
management organizations ).
Improvement in the services should be done in order to continue being the market leader in
the beverage industry.
Illegal distribution should be checked& steps should be taken accordingly.A strong watch
should be kept on distributors so that the goodwill of the BRAND doesn‟t get hampered.
Amongst the cola brands, Thums Up is the most demanded brand. However, the supply is
not adequate, especially in the summers. Due to this reason, the caterers and event
management organizations go for other brands of CocaCola or even brands of rival
companies to fulfill the demands of their customers. The shortage in supply of Thums Up
must be checked.
The company must keep a close watch on its primary competitors in market so as to identify
and analyze their strategies.
The company should make hindrance free arrangement for the emerging channel members
to make any feedback or suggestions as and when they feel.
Even the company may track down the channel system of the rival companies, so that it can
do something different & stand out amongst others.
The company should promote its products through the emerging channels. This will push
the sales of the products. Motivating the channel members to promote the CocaCola
beverages and hence push the sales by providing them promotional allowances can be
The company should conduct market surveys at regular intervals to improvise its products,
services and also to have a clear cut idea about what innovations could be undertaken so as
to continue being the market leader in the beverage industry.
Presence of cooling equipment with majority of channel members indicates that the
company need not incur any extra cost in providing the channel members any cooling
Instead, the company may spend on labeling the cooling equipment with CocaCola labels.
CocaCola should pay the channel members for the same.
Most of the channel members are unaware of various schemes of CocaCola, based on the
benefits they will obtain by selling or inducing consumption of certain amounts of
beverages. They`re ready to be a part of CocoCola`s channel system if they receive
lucrative offers on pushing the sales of a certain quantity of beverages.
Majority of the service providers have never been approached by CocaCola to be a part of
its channel. It applies for all such caterers and event management organizations who have
been a part of this project. As evident from this study lot of caterers and event
management organization have not been approached by CocaCola. The company should
contact them and find out whether they`re interested in being a part of CocaCola`s channel
system or not.
Caterers and event management organizations may serve as emerging channels for the
company. Besides these service providers, the company should search for other channels to
boost its sales ( market development ).
The company may stimulate repeated purchases by the channel members. The company
may introduce card system for the channel members and give them registration numbers.
How much quantity they are purchasing may be recorded along with the expenditure they
are making on purchasing CocaCola beverages. Accumulation of points with repeated
purchases, which may entitle them with free gifts, discount coupons in future, will keep
them loyal to the company.
Commission may be provided to the channel members who are registered under the
company, when they bring in new customers (caterers and event management
organizations) for the company.
The market penetration of the beverages can be increased by means of the caterers and
event management organizations by converting the non- users to users ( persuading the
caterers and event management organizations who are not into the beverage business to be
a part of CocaCola`s channel system ), boosting the sales by improved distribution, timely
delivery, entertaining the complaints of the existing customers ( caterers and event
management organizations ), regular advertising, modifying the marketing strategies as per
the requirement, attractive pricing strategies, pulling the customers away from competitors`
The market for beverages in the emerging channels is pretty good. The caterers & event
management organizations procure the beverages from various sources to fulfill the demands of
Majority of the respondents procure the beverages from malls and retail outlets due to the
discounts and offers they provide as well as due to availability of the stock throughout the year,
availability of all the highly demanded brands that too under one roof, no problems related to
untimely delivery of the products. They are able to independently carry out their business
without depending upon the distributors. Even the caterers and event management
organizations are able to satisfy the demands of those customers of theirs who require small
volumes of cold drinks to be served to their guests.
More the channels, the more the company will be benefitted out of this. Pragmatically, the
consumption of beverages occurs throughout the year. However, if we take a close look at
various occasions, we caninterpret how things take place actually. The caterers or event
management organizations work for 3-4 months a year, in total, spanning the entire year. Here,
arises the question, if such is the working pattern of the targeted customers, what will be
opportunities for CocaCola beverages in the emerging channels?
This is what we can term as the gap and the gap is yet to be covered.
The company should pursue business transactions with the caterers and event management
organizations and see how things are working out. If everything goes on pretty well and the
company reaps benefits, it should include the caterers and the event management
organizations in its channel system.
Otherwise, the company should discard the entire idea and search for alternative channels to
boost it sales and hence its profitability.
It can thus be concluded that Coca Cola has the biggest consumer market against any other
beverage producing company. It is the no.1 brand just because people love the beverages
produced & marketed by the company. Working in association with Coca Cola makes us feel
proud to be a part of such a lovable global brand.
Annexure -1: Questionnaire
*This research is a part of study conducted by HCCBPL, Bhubaneswar. The data collected will
only be used for academic purpose and responses will be kept confidential.
1) Type of service provider:
Event management organization
Deals with events like:
Any other, specify_______________________________________
3) Size/capacity of the event: (No. of guests )
Do you serve branded soft drinks/fruit juices/mineral water to your guests / customers? (if No,
proceed to q/s-18)
What type of beverages `re generally demanded ?
Do the hosts demand beverages of any particular brand?
What`re the channels from which you procure cold drinks? Which is your most preferred
channel of beverage procurement?
8) The consumption pattern of cold drinks is:
Throughout the year
9) Brand(s) Preferred pack size(s)
10) You deal with the beverages from companies like:
If any other, please specify……………………………………………………………………………………………………
(If Coke, proceed to next question or else, go to q/s-18)
11) Do the products get delivered on time?
12) Do the sales people visit often?
13) Do you have any cooling equipment to store the beverages?
If Yes, please name the equipment………………………………………………………………………………………………
14) It is :
Self - financed
Provided by the company
15) What is your feedback on pricing variance in various channels with regards to Coke?
16) How would you rate your satisfaction taking into account the products & services offered by
Coke? Rate as per the 5 point scale )
Highly satisfied: 5; Satisfied: 4; Neutral: 3; Dissatisfied: 2; Highly dissatisfied: 1
17) Would you like to suggest any modification(s) in the services provided by the channel(s)?
18) Have you ever been approached by Coca Cola to be a part of its channel?
18) If you receive such a lucrative offer, how would you react?
Accept the offer
Reject the offer
20) How do you feel, your involvement with a reputed soft drink player like Coca Cola will
influence/impact your sales or has influenced/impacted your sales?
Name of the service provider:
Thank you for your cooperation!!
Annexure -2: Data collection tables
Table 3 : The respondents
Table 4 :The respondents interested in pursuing business transactions with Coca
Soft Drink Terminologies
Soft drink: Any type of nonalcoholic beverageproduced by a soft drink manufacturer
Sugar-sweetened beverage (SSB):A soft drink containing caloric sweetener (e.g., sugar,
high-fructose corn syrup)
Nondiet: Refers to beverages that contain calories, usually from an added sweetener
Diet: Refers to beverages with zero calories andusually sweetened with non- caloric sweeteners
Carbonated soft drink (CSD): Type of soft drink that is carbonated; includes both nondiet
and diet soft drinks
Fruit beverage: Type of soft drink that either contains fruit juice or is fruit-flavored
Juice drink: Soft drink that contains juice and other ingredients
Fountain: Refers to beverages that are produced on demand at a dispenser
Fruit-flavored drink: Soft drink that is flavored to taste like fruit but does not contain juice
Bottled: Refers to beverages that are packaged in bottles or cans