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SUBMITED
BY
ROHAN NAIK
Project report on coca-cola
Research in Dharavi outlets
5/5/2015
HISTORY OF COCA- COLA
 The Coca cola Company was established by Doctor John Pemberton a pharmacist from
Atlanta, Georgia as a medicine company.
 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 Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non
alcoholic beverage concentration and syrup used to produce nearly 400 brands
5/5/2015
COKE IN INDIA
 Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal
its formula to the government and reduce its equity stake as required under the Foreign
Exchange Regulation Act (FERA) which governed the operations of foreign companies in
India.
 After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a
deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network.
 Coke’s acquisition of local popular Indian brands including Thumps Up, Limca, Maaza
5/5/2015
Manufacturing Plant,
WADA
Thane
Warehouse
Bhandup
Warehouse
Cotton
Green Sewdi
Warehouse
Distributors Outlets
Coke manufacturing
process
5/5/2015
RESEARCH OF COCA COLA-IN DHARAVI
 Dharavi is the Asia's largest slum and administrative ward, over parts of Sion, Bandra,
Kurla and Kalina suburbs of Mumbai ,India .It is sandwiched between Mahim in the west
and Sion in the east, and spread over an area of 175 hectares, or 0.67 square miles
(1.7 km).
 In 1986, the population was estimated at 530,225, but modern Dharavi has a population
of between 600,000 and over 1 million people. Dharavi is one of the largest slums in the
world.
 In this area, as per the research people prefer Thumps Up, Sprite and Maaza compared
to Coca-Cola.
 As observed, Coca-Cola lags behind to impress people in Dharavi.
 People in the bars do not prefer kinley soda it has less fizz and so it does not attract
many customers.
5/5/2015
PROBLEMS FACED BY OUTLETS IN DHARAVI
 There was a problem of Kinley soda bottle which was having less fizz compared with
rival.
 Breakage problem of pet bottles.
 Coolers doesn’t work properly.
 Irregular service for order fulfillment.
 Threat from Competitors as they give offers at cheaper rates than coca cola.
 Competitors provide many schemes compared to coca-cola.
(These are the views of outlets at Dharavi.)
 Price of the mineral water is higher compared with rival.
5/5/2015
Cooler of coca- cola
Companies manufacturing refrigerators for coca-cola.
• Coca-cola biggest strength is the cooler.
• In dharavi area they have many coolers. There are various models of coolers such as
7c/s model, 9 c/s model 15 c/s model,20 c/s model,30 c/s model
and etc.
• Coca-cola’s manufacturing company is Western company. And their agency
Is Span agency.
RED
• To know the reason behind low RED (Right Execution Daily) score.
• To know the availability of activation element in RED outlet.
• This is done by MD(market developer) and presaler.
• He carry RED tracker book in that he give points
• They give rating to visi cooler.
5/5/2015
RGB
The 200 ml rgb coke has reduced price from Rs 10
to Rs 8. This has relatively increased the sale of coke
at some level.
4,817.48
8,293.97
11,318.81
12,456.90
-6.86
1.28
-5.25
7.92
-2,000.00
0.00
2,000.00
4,000.00
6,000.00
8,000.00
10,000.00
12,000.00
14,000.00
Jan Feb Mar April
Growth
Sale
5/5/2015
VOLUME PATTERN
VOLUME
DIAMOND GOLD SILVER BRONZE
•DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of
Coca cola soft drinks is more than 800 crates.
• GOLD: - Those outlets are known as Gold outlets where the sale is in between 500
crates to 800 crates per annum.
• SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to
499 crates per annum.
• BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200
crates per annum.
5/5/2015
SKU
 It is a stock-keeping unit.
 It is a number or code used to identify each unique product or item for sale in a store or
other business.
 It is a unique identifier for each distinct product and service that can be purchased. The
usage of SKU is rooted in data management ,enabling the company to systematically
track its inventory or product availability, such as in warehouses and retail outlets.
5SKU
This is an Example of 5 SKU:
If three crates are empty of (200 or 330 ml RGB)
 1 crate 12 Thumps Up & 12 Sprite
 1 crate 12 Limca & 12 Fanta
 1 crate 24 maaza
5/5/2015
CLUBBING AND RANGE SELLING
• CLUBBING
 Clubbing is done if sales target is low in some areas.
 Clubbing is to add goods of two places into the truck.
 E.g.. Goods for Ghatkopar and Vidyavihar outlets are merged into one truck.
 Clubbing is beneficial.
 RANGE SELLING
 This consists of adding various brands into one crates.
 For example in an outlet called Public Telephone Booth the range selling was 5 Maaza, 6
Coke,7 Fanta, 6 Sprite.
 This can have different range.
5/5/2015
COKE v/s PEPSI
COKE PEPSI
 Coca cola
 Thumps Up
 Sprite
 Limca
 Fanta
 Maaza
 Kinley Soda
 Kinley Water
 Minute maid
 Pulpy orange
 Nimbu Fresh
 Mango
 Pepsi
 7 Up
 Lemonade
 Mirinda
 Slice
 Duke’s Soda
 Aquafina Water
5/5/2015
Schemes provided by Coca cola& Pepsi to the outlets
Coca-cola Pepsi
• With the box of cans (24 cans), company
provides 2 cans of coke free.
• In coke purchase 6oo ml 1 box and
get one coke bottle free.
• With the box of RGB (24 bottles),
company provides 1 coke bottle free.
• With the bottle of 2.25 liter, a tetra pack
of maaza is free (this is a short term
scheme).
• With the box of 1 ltr bottle of Kinley the
company provides 2 bottles of 1 ltr free.
• Pet 600 ml soda purchase 3 box and get
12 soda bottle and 1 umbrella free
• Purchase 2 box maaza 600 ml and get 3
bottle free.
• In Pepsi purchase 3 box of tin and get 8 tin
free.
• In Pepsi purchase 600 ml 1 box and get 4
mineral bottle free.
• In Pepsi they provide no scheme in 200 ml.
• In Pepsi purchase one box of 2 liter and get
I bottle free.
• In 1 liter purchase one box of Pepsi and get
12mineral bottle free.
5/5/2015
SWOT ANALYSIS
 STRENGTH
 Coca cola has a brand worldwide.
 People rely on quality.
 It has endorsed many famous
celebrities like Aamir Khan, Hrithik
Roshan etc.
 WEAKNESS
 Customer feedback system is not
effective.
 Lack of schemes.
 People prefer Thumps Up and
Sprite compared to Coca Cola
(brand name).
 It is also struggling with Nimbu
Fresh , Limca and Fanta.
• THREATS
- Kinley soda has less fizz compared to
other soda.
-Kinley’s mineral water cost is relatively
high when compared with rivals.
-Rivals provide payments to the outlets
for hoardings.
• OPPORTUNITY
-Company should provide more
schemes.
-Coca cola can create more
monopoly outlets by giving
some schemes and coolers.
5/5/2015
COMPARISON
PRE – SALE
• Pre Sale is new form of business.
 Works on a proper beat with a defined
PJP.
 Pre-seller generates orders in advance.
 High capacity utilization of delivery
vehicle.
 Company gets control over retailers.
READY STOCK
• Ready stock is an old form of business.
 Salesman works without a proper PJP.
 Salesman generate orders and deliver
goods at the same time.
 Low capacity utilization of delivery
vehicle.
 Company’s span of control till
distributor.
5/5/2015
5/5/2015

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Rohan p naik summer internship coca cola marketing project 2011-2013.ppt slides blue(3)

  • 1. SUBMITED BY ROHAN NAIK Project report on coca-cola Research in Dharavi outlets 5/5/2015
  • 2. HISTORY OF COCA- COLA  The Coca cola Company was established by Doctor John Pemberton a pharmacist from Atlanta, Georgia as a medicine company.  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 Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non alcoholic beverage concentration and syrup used to produce nearly 400 brands 5/5/2015
  • 3. COKE IN INDIA  Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India.  After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.  Coke’s acquisition of local popular Indian brands including Thumps Up, Limca, Maaza 5/5/2015
  • 5. RESEARCH OF COCA COLA-IN DHARAVI  Dharavi is the Asia's largest slum and administrative ward, over parts of Sion, Bandra, Kurla and Kalina suburbs of Mumbai ,India .It is sandwiched between Mahim in the west and Sion in the east, and spread over an area of 175 hectares, or 0.67 square miles (1.7 km).  In 1986, the population was estimated at 530,225, but modern Dharavi has a population of between 600,000 and over 1 million people. Dharavi is one of the largest slums in the world.  In this area, as per the research people prefer Thumps Up, Sprite and Maaza compared to Coca-Cola.  As observed, Coca-Cola lags behind to impress people in Dharavi.  People in the bars do not prefer kinley soda it has less fizz and so it does not attract many customers. 5/5/2015
  • 6. PROBLEMS FACED BY OUTLETS IN DHARAVI  There was a problem of Kinley soda bottle which was having less fizz compared with rival.  Breakage problem of pet bottles.  Coolers doesn’t work properly.  Irregular service for order fulfillment.  Threat from Competitors as they give offers at cheaper rates than coca cola.  Competitors provide many schemes compared to coca-cola. (These are the views of outlets at Dharavi.)  Price of the mineral water is higher compared with rival. 5/5/2015
  • 7. Cooler of coca- cola Companies manufacturing refrigerators for coca-cola. • Coca-cola biggest strength is the cooler. • In dharavi area they have many coolers. There are various models of coolers such as 7c/s model, 9 c/s model 15 c/s model,20 c/s model,30 c/s model and etc. • Coca-cola’s manufacturing company is Western company. And their agency Is Span agency. RED • To know the reason behind low RED (Right Execution Daily) score. • To know the availability of activation element in RED outlet. • This is done by MD(market developer) and presaler. • He carry RED tracker book in that he give points • They give rating to visi cooler. 5/5/2015
  • 8. RGB The 200 ml rgb coke has reduced price from Rs 10 to Rs 8. This has relatively increased the sale of coke at some level. 4,817.48 8,293.97 11,318.81 12,456.90 -6.86 1.28 -5.25 7.92 -2,000.00 0.00 2,000.00 4,000.00 6,000.00 8,000.00 10,000.00 12,000.00 14,000.00 Jan Feb Mar April Growth Sale 5/5/2015
  • 9. VOLUME PATTERN VOLUME DIAMOND GOLD SILVER BRONZE •DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca cola soft drinks is more than 800 crates. • GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to 800 crates per annum. • SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499 crates per annum. • BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200 crates per annum. 5/5/2015
  • 10. SKU  It is a stock-keeping unit.  It is a number or code used to identify each unique product or item for sale in a store or other business.  It is a unique identifier for each distinct product and service that can be purchased. The usage of SKU is rooted in data management ,enabling the company to systematically track its inventory or product availability, such as in warehouses and retail outlets. 5SKU This is an Example of 5 SKU: If three crates are empty of (200 or 330 ml RGB)  1 crate 12 Thumps Up & 12 Sprite  1 crate 12 Limca & 12 Fanta  1 crate 24 maaza 5/5/2015
  • 11. CLUBBING AND RANGE SELLING • CLUBBING  Clubbing is done if sales target is low in some areas.  Clubbing is to add goods of two places into the truck.  E.g.. Goods for Ghatkopar and Vidyavihar outlets are merged into one truck.  Clubbing is beneficial.  RANGE SELLING  This consists of adding various brands into one crates.  For example in an outlet called Public Telephone Booth the range selling was 5 Maaza, 6 Coke,7 Fanta, 6 Sprite.  This can have different range. 5/5/2015
  • 12. COKE v/s PEPSI COKE PEPSI  Coca cola  Thumps Up  Sprite  Limca  Fanta  Maaza  Kinley Soda  Kinley Water  Minute maid  Pulpy orange  Nimbu Fresh  Mango  Pepsi  7 Up  Lemonade  Mirinda  Slice  Duke’s Soda  Aquafina Water 5/5/2015
  • 13. Schemes provided by Coca cola& Pepsi to the outlets Coca-cola Pepsi • With the box of cans (24 cans), company provides 2 cans of coke free. • In coke purchase 6oo ml 1 box and get one coke bottle free. • With the box of RGB (24 bottles), company provides 1 coke bottle free. • With the bottle of 2.25 liter, a tetra pack of maaza is free (this is a short term scheme). • With the box of 1 ltr bottle of Kinley the company provides 2 bottles of 1 ltr free. • Pet 600 ml soda purchase 3 box and get 12 soda bottle and 1 umbrella free • Purchase 2 box maaza 600 ml and get 3 bottle free. • In Pepsi purchase 3 box of tin and get 8 tin free. • In Pepsi purchase 600 ml 1 box and get 4 mineral bottle free. • In Pepsi they provide no scheme in 200 ml. • In Pepsi purchase one box of 2 liter and get I bottle free. • In 1 liter purchase one box of Pepsi and get 12mineral bottle free. 5/5/2015
  • 14. SWOT ANALYSIS  STRENGTH  Coca cola has a brand worldwide.  People rely on quality.  It has endorsed many famous celebrities like Aamir Khan, Hrithik Roshan etc.  WEAKNESS  Customer feedback system is not effective.  Lack of schemes.  People prefer Thumps Up and Sprite compared to Coca Cola (brand name).  It is also struggling with Nimbu Fresh , Limca and Fanta. • THREATS - Kinley soda has less fizz compared to other soda. -Kinley’s mineral water cost is relatively high when compared with rivals. -Rivals provide payments to the outlets for hoardings. • OPPORTUNITY -Company should provide more schemes. -Coca cola can create more monopoly outlets by giving some schemes and coolers. 5/5/2015
  • 15. COMPARISON PRE – SALE • Pre Sale is new form of business.  Works on a proper beat with a defined PJP.  Pre-seller generates orders in advance.  High capacity utilization of delivery vehicle.  Company gets control over retailers. READY STOCK • Ready stock is an old form of business.  Salesman works without a proper PJP.  Salesman generate orders and deliver goods at the same time.  Low capacity utilization of delivery vehicle.  Company’s span of control till distributor. 5/5/2015