The document discusses the horizontal expansion strategy of Advance Sales & Service Pvt. Ltd., a franchise of Brindavan Bottlers Pvt. Ltd. It provides background on the company and analyzes the beverage industry environment using Porter's Five Forces model. Key challenges discussed are declining carbonated drink sales, health and wellness trends, and increased competition from PepsiCo. The document recommends focusing on non-carbonated drinks, providing healthier options, and expanding related businesses to maintain competitive advantage.

1. Horizontal Expansion Strategy
VIPUL SACHAN
BBA
3rd Semester

2. Objectives
 To understand the concept of Horizontal
Expansion with respect to Advance Sales and
Service Pvt. Ltd.
 Evaluate the existing resources.
 To develop the business , expand market
coverage.
 The benefit of Horizontal Expansion for the
company at retailers end.

3. Contents
 Section 1: Company Profile.
 Section 2: Profile of Organization imparting
training.
 Section 3: Details of Organizational activities.
 Section 4: Conceptual background of topic.
 Section 5: Details of work completed

4. Section 1
Company
Profile

5. Past and Present
 1894 … A modest start for a bold idea
A store's owner, Joseph A. Biedenharn, began bottling
Coca-Cola to sell, using a common glass bottle
called a Hutchinson
 1899 … The first bottling agreement
In a meeting with Candler, Benjamin F. Thomas and Joseph
B. Whitehead obtained exclusive rights to bottle Coca-Cola
across most of the United States (specifically excluding
Vicksburg) -- for the sum of one dollar.

6. Past and Present
 1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories
and sold bottling rights to local entrepreneurs. By 1909, nearly
400 Coca-Cola bottling plants were operating, most of
them family-owned businesses . Some were open only during
hot-weather months when demand was high.
 1916 … Birth of the contour bottle
A group representing the Company and bottlers asked glass
manufacturers to offer ideas for a distinctive bottle. The contour
bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it's
one of the most recognized icons in the world - even in
the dark!

7. Past and Present
 1940s … Post-war growth
During the war, 64 bottling plants were set up around the world to
supply the troops. Many of these war-time plants were later
converted to civilian use, permanently enlarging the bottling system
and accelerating the growth of the Company's worldwide business.
 1950s … Packaging innovations
For the first time, consumers had choices of Coca-Cola package
size and type -- the traditional 6.5-ounce contour bottle, or larger
servings including 10-, 12- and 26-ounce versions. Cans were also
introduced, becoming generally available in 1960.

8. Past and Present
 1960s … New brands introduced
Following Fanta® in the 1950s, Sprite®, Minute Maid®,
Fresca® and TaB® joined brand Coca-Cola in the 1960s. Mr.
Pibb® and Mello Yello® were added in the 1970s. The 1980s
brought diet Coke® and Cherry Coke®, followed by
POWERADE® and DASANI® in the 1990s.
 1970s and 80s … Consolidation to serve customers
The Company encouraged and invested in a number of bottler
consolidations to assure that its largest bottling partners
would have capacity to lead the system in working with global
retailers.

9. Past and Present
 1990s … New and growing markets
After the fall of the Berlin Wall, the Company
invested heavily to build plants in Eastern Europe.
And as the century closed, more than $1.5 billion was
committed to new bottling facilities in Africa.
 21 st Century …
The Coca-Cola bottling system grew up with roots deeply
planted in local communities. This heritage serves the
Company well today as people seek brands that honor local
identity and the distinctiveness of local markets.

10. Products and Competency
Originated as a soda foundation
beverage in 1886 to one of the most
popular beverage over the world
because:
 Adoption of strong bottling system.
 Massive levels of penetration and recognition.
 Distribution network.

11. Products and Competency
Products
 Three business units-sparkling
beverages, still beverages and
emerging brands will define Coca-
Cola’s focus in the North America
market, where it faces stiff
competition from rival PepsiCo Inc
and makers of healthier
beverages such as juices.
 Fanta® in the 1950s, Sprite®,
Minute Maid®, Fresca® and
TaB® joined brand Coca-Cola in
the 1960s. Mr. Pibb® and Mello
Yello® were added in the 1970s.
The 1980s brought diet Coke®
and Cherry Coke®, followed by
POWERADE® and DASANI® in
the 1990s. Today hundreds of
other brands are offered to meet
consumer preferences in local
markets around the world.

12. Section 2
Profile of Organization
imparting training

13. Advance Sales & Service
Pvt. Ltd.
 Advance Sales & Service
Pvt. Ltd. Is a marketing
and distribution,
Franchise of Brindavan
Bottlers Pvt. Ltd.
 Lucknow, Barabanki,
Lalitpur, Jhansi,
Lakhimpur, Sitapur &
Faizabad are the
distribution and market
area for Advane Sales &
Service Pvt. Ltd.

14. Management Profile
 General Manager - Sanjeev Garg
 Head of Sales(City)- Rajan Sharma
 Head of Sales(Outer)- B.K. Shrivastav
 Marketing Executive Manager –
Chitresh Tiwari
 HR Head – Manu Mehrotra
 HR Executive – Pooja Chandwani

15. Negative Publicity
 In 2003, it was revealed that
several midlevel employees had
rigged a marketing test for
Frozen Coke done three years
earlier at Burger King
Restaurants in Virginia.
 Led to the departure of the head
of Coke's fountain division, and
the company issued an apology
to Burger King and its
franchisees and offered to pay
them US$21 million.

16. Negative Publicity
 2004: the launch of the Dasani brand into
the European market was cancelled when
bottles in Britain were found to contain
elevated levels of bromate, a substance
that can cause cancer after long-term
exposure.
 2006: Coca-Cola was accused by the
Center for Science and Environment
(CSE) in India of selling products
containing hazardous pesticide residues.
These pesticides included chemicals
which could cause cancers, damage the
nervous and reproductive systems and

17. Negative Publicity
 Coca-Cola’s products are
always labeled as “junk food”.
 People criticize Coca-Cola’s
beverage contain too much
sugar and high is calories.
 One of the important factors of causing high
obesity rate in developed countries.
→ Negative publicity badly affects brand image
and the demand for Coca-Cola products.
→ Badly affect the company’s growth prospects
in the international markets.

18. Sluggish Performance in
North America
 In North America, the sale
volume recorded falls between
2006 and 2009.
 Unit case retail volume in North
America decreased 1% primarily
2006.
 In early 2009, the domestic
sales volume dropped 2% in a
quarter.

19. Lack of Diversification
 Most of the brands are various kinds of beverages.
 PepsiCo, has a better diversification. PepsiCo’s
product mix (up to 2009) consists of 63% food, and
37% beverages.
→ Lack of diversification will affect Coca-Cola’s sales
seriously if the demand for beverages decreases.

20. Section 3
General
Environment
Analysis

21. Globalization
 Growth of use of Internet and other electronic
technologies — allow firms to collaborate with
domestic market and expand into world markets.
 Research by Just-Drinks — a global beverage
industry research institution.
 Between 2009 and 2014, the compound annual
growth rate (CAGR) of global functional soft drink
value sales will increase from 5.07% (2001-2008)
to 5.84% (2009-2014). The global soft drinks
market is estimated to reach a value of at least
US$484 billion by 2014.

22. Increasing Concerns on
Health Issue
 Soft drinks have been introduced for more than a
century. Buyers want innovation with the products
they buy.
 Increasing concerns on healthy lifestyle, especially
in developed countries. Consumer awareness of
health problems arising from obesity and inactive
lifestyles represent a serious risk of the
carbonated drinks sector.
→ Lead Coca-Cola to differentiate its products in
order to increase sales in a stagnant market.

23. Section 4
External Analysis
(Porter’s Five Forces)

24. Five Forces Model
1. Threat of New Entrants
 Low in the soft-drink industry.
 High fixed costs.
 Limited bottlers , new entrants , build their
bottling plants.
 High capital requirement , 1998 - US$75
million.
 Advertising and marketing expenditure in the
industry , 2000 - around US$2.6billion
(mainly by Coca-Cola, Pepsi and their
bottlers ).
 Extremely difficult for an entrant.

25. Five Forces Model
1. Threat of New Entrants
Coca-Cola and PepsiCo :
Agreements : prohibit bottlers from taking on
new competing brands for similar products.
Backward integration : buying significant
percent of bottling companies.

26. Five Forces Model
1. Threat of New Entrants
 Retailers enjoy significant margins : 15-20%
on soft drinks.
 Difficult for the new entrants : at a lower
margin.
 Heavy advertising.
 Strong brand name.
 Loyal customers.

27. Five Forces Model
2. Threat of Substitutes
 Strong.
 Many kinds of substitutes appear.
(bottled water, sports drinks and coffee etc)
 Increase of numbers and varieties of water
and sports drinks.
 Trend to healthier drinks.
 Coffee and tea – caffeine.
 Low switching costs.
 Substitute products are quality and
innovation.

28. Five Forces Model
3. Threat of Suppliers
 Low.
 Does not do any bottling itself.
 Done by independent bottlers.
 Coca-Cola Enterprises.
 Coca-Cola integrated Coca-Cola Enterprises
earlier in 2010.
 Better control distribution.
 Quicker to market with products.

29. Five Forces Model
4. Bargaining Power of Buyers
 Moderate.
 Buyers : Large grocers, convenience stores,
supermarkets, and restaurants.
 Buy large volumes - bargain a lower price.
 Decreased demand for unhealthy soft-drinks
- larger bargaining power.

30. Five Forces Model
5. Competitive Rivalry
 Strong.
 The competitive pressure from rival sellers is the
greatest challenging faced by Coca-Cola.
 Main competitor : PepsiCo - power struggle
 Coca-Cola owns four of the top five soft drink
brands : Coca-Cola, Diet Coke, Fanta, and
Sprite.
 North America : PepsiCo US$22billion
Coca-Cola US$7billion
 Global market : Coca-Cola has higher sales.

31. Five Forces Model
5. Competitive Rivalry
 Brand name loyalty.
 The Brand Keys’ Customer Loyalty Leaders
Survey (Brand Loyalty, 2010).
 Diet Pepsi ranked 258 th (the highest ranking
of soft drink).
 Diet Coke ranked 336 th (the highest ranking
of Coca-Cola’s product).

32. Section 5
Key Future
Challenges and
S trategic
Recommendations

33. Declining Sales Volume
Volume sale of carbonated
Year
soft drink in US
2005 - 0.2%
2006 - 0.6%
2007 - 2.3%
2008 - 3.0%
2009 - 2.1%
2005 – 2009 - 8.2%
 William Pecoriello, a leading beverage industry
analyst from Morgan Stanley & Co, maintain a
forecast for a 1.5% annual volume decline for the
carbonated soft drink segment.

34. Declining Sales Volume
Recommendations:
Focus more on bottled water, noncarbonated
drinks, and especially energy drinks.
Growth of energy drink: 50% in 2006; 10% in
2010.
Energy drinks and healthy drinks: major
beverage needs of young consumers and
health conscious consumers.

35. Health and Wellness
Trend
 2001’s study: Daily serving sweetened soft
drink increases the risk of becoming obese.
 2004’s study: Discouraged obese children to
take diet soft drinks since they have no
nutritive value.

36. Health and Wellness
Trend
 Most soft drink consumers are slowly shifting
their consumption to products that are
healthier or have fewer negative side-effects.
 Elder consumers who concern about
diabetes: Switch from high-calorie soft drink
to water or low-calorie juice.
 Young working class: Energy drinks, sport
drinks, fer organics and more “natural”
beverage to lower the consumption of
negative chemicals.

37. Health and Wellness
Trend
Recommendations:
Provide industry leadership in the health and
wellness area.
Market different kinds of products for
different population segments :
– Baby boomers’ market: Tea and water
beverage which contain less sodium and
sugar.
– Young generation market: Sport drink and
energy drink, organic .

38. Increased Competition
from PepsiCo
 PepsiCo overtook Coca-Cola in terms of its
market capitalization in December 2006: Coca-
Cola US$97.9 bn ; PepsiCo’s US$98.4 bn.
 By the end of 2010, Pepsi Co has a higher gross
profit than Coca-Cola by US$8.8 billion.
→ PepsiCo can invest more capital on research &
development on beverage.
→ PepsiCo will remain a strong threat for Coca-
Cola.

39. Increased Competition
from PepsiCo
Recommendations:
Within the products in PepsiCo, only 37% of
products are beverages.
→Verticalexpansion of Coca-Cola vs
Horizontal expansion of PepsiCo .
→Focus on beverages business and related
businesses, e.g. bottling, sugar plantation, or
even tin can and glass recycling business.

40. Coca-Cola should be sensitive of
any new trend and position itself
as a unique brand in order to
keep its competitive advantage.