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Business development of georgia(coca cola india private limited)


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Business development of georgia(coca cola india private limited)

  1. 1. CORPORATE INTERNSHIP PROGRAM SUBMITTED IN PARTIAL FULFILMENT OF PGDM PROGRAM 2012-14,FIIB,N.D. Name: Shreesti Ghosh, Roll No.8 Location: Gurgaon Project Title: Market Penetration of Georgia Name of the Organization: Coca-Cola India Pvt. Ltd. Faculty Mentor Abhijit Roy Senior Professor FIIB, New Delhi 11/18/13 Company Mentor 1. Arijit Mitra National Sales ManagerCommercial Beverages Coca-Cola India Pvt. Ltd. 2. Manjula Dhiman National Marketing Manager Coca-Cola India Pvt. Ltd. 1
  2. 2. THE COCA-COLA COMPANY • • Coca-Cola was developed in 1886 by Dr. John S. Pemberton. Coca-Cola operates in over 215 countries across the globe. • Coca-Cola sells more than 1 billion drinks a day and employs 1,50,000 people directly and indirectly all over the world. • Sell over 22 billion unit cases in a year – that is over 100 billion litres. • Net Operating Revenue of Over 24 Billion US$. • Today over 77% of their business comes from their international Operations. TEA & COFFEE INDUSTRY IN INDIA India & China account for over 58% of worlds tea production & consumption. India is the largest consumer of tea in the world by volume. Market size of Tea & Coffee in India is roughly 20000 crores & growing at 5% annually. There are roughly 5000 branded coffee shops or baristas across India and growing at over 35% annually, with almost all major international players making a presence. Alcohol, 7.3% Milk, 5.7% Coffee, 5.5% Lassi, 3.8% CSD, 3.0% Fresh Juice, 2.8% Packaged Water, 2.6% Fresh Lime Water, 2.4% Tea, 57.4% Packaged Milk, 2.0% Others, 5.7% Bulk Water, 1.8% World’s coffee and tea market is expected to reach almost $70 billion by 2015 11/18/13 2
  3. 3. OBJECTIVES Business development and increasing the sales of Georgia by adding new accounts to Georgia’s business. •Expanding the business portfolio from B2B to B2C. •Brand awareness of Georgia and gaining channel insights in the EnD segment. •Receptiveness of Georgia at various organizations. •Analyzing the Georgia business and understanding the industry. 11/18/13 3
  4. 4. 11/18/13 4
  5. 5. PROJECT METHODOLOGY Data Collection: • Primary Data-Personal interviews, questionnaires • Secondary Data-Internet, company documents/previous reports Description of Work: • Market Visits • Communication of business proposal(email, telephone) • Fix up meetings • Strike the deal • Supply of stock Data Analysis: • Competitive analysis(tools-SWOT and strategy canvas) • Analysis of beverage at organizations(convenience sampling) • Statistical tools: MS excel be will lhi ect p ro j t t o D e f The d ou ts o rrie her par ll ca ot we and dia as y the In yb uall team. grad rgia Geo Findings: • Reasons for unsuccessful business • Recommendation and the deciding parameters for the same 11/18/13 5
  6. 6. STOR Y • • Launched in 2002 GEORGIA Gold Coffee & Tea are served in McDonalds India and Subway. 2012: Introduced Seaga & Crathco M/C’s HOT B2C Coffee Premix Tea Premix Cocoa HOT Premix Coffee Premix Tea Premix Soup COLD Premix ILT Premix IPT Premix Coffee COLD Premix ILT Premix IPT Premix Coffee Rs. 1.70L Best in Class Rs. 0.35L Rs. 1.00L Rs. 0.35L 11/18/13 6
  7. 7. Increased Focus From Organized Players Vending ~ Rs.3000 Cr, 2 YR CAGR 40% HUL 28% share 50,000 M/Cs Rs. 500 CR NESTLE 35% share 65,000 M/C’s Rs.700CR HOT T&C PREMIX VENDING HOT & COLD T&C PREMIX VENDING CAFÉ COFFE DAY 12% share 20,000 M/C’s Rs. 200 CR HOT B2C VENDING F&H AMAZON 5% share 15,000 M/C’s HOT PREMIX & B2C Currently, Georgia Is 0.2% of Tea & Coffee Industry and 2% of OOH Vending. 11/18/13 7
  9. 9. E n D RECRUITMENT PROJECT Channel Car Showrooms Bike Showrooms Hospitals & Clinics Schools Colleges Tution Centres Stand Alone Cinema Jewellery Showrooms High Footfall Apparel Showrooms Government Offices Offices Hotel Cafeterias Eating Joints/Bakeries/Kiosks Gyms Salons Spas 11/18/13 Captive Strength 50-100 50-100 100+ 50 100+ 50 50+ 50+ 50+ 50+ 50+ 20+ 20+ 20+ 20+ Expected Cuppage 100-200 100-200 200+ 100 200 100-200 50 + 100 100 100 100 100 25-30 30 30 30 Targetted Rental 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 500-1000 1000+ 1000+ 1000+ 1000+ 9
  10. 10. BUSINESS PROPOSAL FOR GEORGIA COLD COFFEE AND ICE TEA 1) To prepare cold beverage from premix instead of Vending Machine 2) To Install Vending machine. To Use Premix only Advantage of using Premix Only •No chances of breakdown of machine •Very less/ no electricity consumption to make beverage •Remove the problem of space to keep machine •It will take 2-3 minutes to prepare the beverage •No spillage of beverage •Consistent taste of the beverage •Consistent temperature of the beverage Requirement 1) One scoop to measure premix while preparing the beverage. (Company provides the same) 2) Arrange Coffee Shaker/Sipper to make the beverage else you can also arrange a hand blender which will blend the water with premix to make beverage. 11/18/13 10
  11. 11. COSTING AND OTHER DETAILS OF BEVERAGE Beverage Drink Volume Grammage Used No. Of Glasses/Kg Price/Kg Price/Cup Ice Tea 200 ml 25 40 225 5.63 Cold Coffee 200 ml 34 29 370 12.58 The premix model reduces operational efficiency as well. To Install Georgia Vending Machine • Provide used (not brand new) cold vending machine which will meet the expectation aesthetically & operationally with an exciting array of beverages. • Provide cold vending machines on monthly rent of Rs 1000/mc/month. • Request for a person from the other end to do daily sanitization and maintaining hygiene for better operational efficiency. • Sign a machine bailment agreement to enable the company to start the equipment installation process. 11/18/13 11
  12. 12. OFFER FOR COLD BEVERAGES: PER CUP PRICING DATA COLLECTION Format of Daily Report 11/18/13 12
  13. 13. OUTLETS COVERED 11/18/13 13
  15. 15. SUCCESSFUL OUTLETS Indirect way of entering the market/restaurant which use Pepsi products. 11/18/13 New s ount Acc 15
  17. 17. Beverage Analysis 11/18/13 17
  18. 18. SWOT ANALYSIS OF GEORGIA Strength Weakness Employee engagement by the Coca-Cola India family. Vending equipment and spares directly managed by Coca-Cola India Pvt. Ltd. Centralized CRM Widest range of product portfolio Use of dairy whitener which improves hygiene and removes hidden costs associated with wastage and electricity consumption. Cost of vending machine higher than other competitors. Passive Georgia India website and online engagement platform absent. Absence of brand tagline (low brand awareness). Non-availability of product in in-house and retail. Absence of café/kiosks. Opportunity Threat Tea and coffee continue to top the beverage industry. Expanding the business from B2B to B2C (in-home and retail) with special focus on premix. Increasing working class and urbanization leading to more preference of premix. Increase in usage occasions both in-home and OOH. Highly cluttered market. Price competition. Increasing media spends by competitors like Nescafe, CCD, Lipton etc. reducing Georgia’s share of voice. Regular expansion of product portfolios by the top players. 11/18/13 18
  20. 20. FINDINGS REASONS FOR UNSUCCESSFUL OUTLETS • • • • • Existing partnership with some other brands like Pepsico. Many food joints have the perception that preparing the beverage is a hassle and it’s better to sell packaged ready-to-drink beverage. Premix is provided to outlets where minimum cuppage does not matter and vending machines are provided to those outlets whose minimum cuppage is 50 because the vending machine is provided at a rental of Rs.1000/month. Not much demand for ice tea in Indian eating outlets like Rajdhani, The Chowk etc. Adequate amount of pre-existing stock like Monin syrup for ice tea. Reasons for unsuccessful B2B deal • Cost • Profit 11/18/13 20
  21. 21. SIGNIFICANT OPPORTUNITY TO EXPAND BUSINESS Currently, Georgia Is 0.2% Of Tea & Coffee Industry And 2% Of OOH Vending Association with movies GEORGIA Café citizen cards Brand Tagline 11/18/13 21
  22. 22. IMPACT OF THE RECOMMENDATIONS ON THE ORGANIZATION • • • Pilot launch of Georgia RTD cold coffee and ice tea by end of August 2013. Digital marketing( social media presence, active brand website). Helped the organization gain insights in the EnD segment. LIMITATIONS •The market covered was confined to Gurgaon only. •Chances of some biasness could not be eliminated. 11/18/13 22
  23. 23. ACADEMIC LEARNING INTERNSHIP Selling and Negotiation Techniques Business Communication-I,II(email, report) Strategy canvas SWOT analysis Sampling techniques PERSONAL LEARNING Realistic view of the peoples’ behavior and attitude in the organization. Organization culture Ease of work-no pressure Easy to sustain but difficult to get in 11/18/13 23
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