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Summer Internship Project Report On ENHANCING PRODUCT RANGE SELLING OF PRODUCTS OF COCA COLA By Ankur Khandelwal A0102211055 MBA

M&S Class of 2013 Under the Supervision of Mrs. Shilpa Singh Assistant Professor Department of International Business In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration Marketing & Sales At AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2012

DECLARATION

Title of Project Report - Enhancing Product Range Selling of Coca Cola Products I declare (a)That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged (b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date:

Ankur khandelwal A0102211055 MBA M&S Class of 2013

CERTIFICATE

I Shilpa Singh hereby certify that Ankur Khandelwal student of Masters of Business Administration M&S at Amity Business School, Amity University Uttar Pradesh has completed the Project Report on Enhancing Product Range Selling of Coca Cola products, under my guidance.

Mrs. Shilpa Singh Assistant Professor Department Of International Business

ACKNOWLEDGEMENT Perseverance, inspiration and motivation have played a great role in the success of any venture. It would be incomplete to submit this report without acknowledging the people behind this endeavor and without whose support I wouldnt have able to achieve this. It gives me immense pleasure to express my gratitude to everyone who shared with me their precious time and effort during the project. First of all, I thank Hindustan Coca Cola Beverages Pvt. Ltd. (HCCBPL) for granting me the permission to work with the esteem organization. I am also thankful to: Mr. Sachin Singh (Operation Excellence Manager) my industry guide, for his patience and guidance, encouragement and for sharing his expertise in writing this feasibility study. Then to Mrs. Shilpa Singh my faculty guide for giving her valuable time and precious knowledge for guidance of this project. Then to Mr.Ashwani Gurang (Capability Manager) who assisted and taught us how to make a feasibility study. I thank to all my pre sellers and the market developers of the Hindustan Coca Cola Beverages Pvt. Ltd. They guided and helped me in all possible ways they could, at every stage of the report. I would also like to thank all the Executives, distributors & staff of Hindustan Coca Cola Beverages Pvt. Ltd. Who provided us all the relevant information and their kind support on the basis of which this report and my summer intern ship has been prepared. Finally I thank my college Amity Business School, NOIDA for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program. Ankur Khandelwal Amity Business School

Noida UP

TABLE OF CONTENTS Chapter 1: Introduction 1.1 Hindustan Coca Cola Pvt. Ltd 1.2 Soft Drink Market in India 1.3 Products of Coca Cola 1.3 Significance of the Study Chapter 2: Review of the Literature 2.1 Review of researchers 2.2 Some important Literature Reviews Chapter 3: Research Methods and Procedures 3.1 Purpose of the Study 3.2 Research Design 3.3 Research Questions 3.4 Data Collection 3.5 Instruments used 3.6 Procedures 3.7 Limitations Chapter 4: Data Analysis and Findings 4.1 Review of Methodology 4.2 Results of Research Questions 4.3 Summary of the Findings Chapter 5: Suggestions & Conclusions 5.1 Suggestions 5.2 conclusions Bibliography Annexure

ABSTRACT

The research study was conducted to learn the localization strategy of global beverage company Coca Cola in terms of two of its marketing mix variables, namely, the product portfolio on offer and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level management and the strategies they laid out to enhance the companys market share and sales turnover. This research was conducted with the help of personal interview that tried to find the satisfaction levels of the retailers regarding the support they enjoyed in terms of the products and services offered by Hindustan Coca Cola company. In addition retailers were also queried on what more they expected from the company, and the response of consumers towards Coca Colas products. This project is prepared to provide a comprehensive introduction to the study of the Product Range Selling of Coca-Cola. A genuine attempt has made to provide a very clear understanding of the range selling done by the company, the various decision of the organization; the work done at the organization is well balanced.

The concept Product Range Selling can be regarded as the number of items billed at a retailer, where range signifies the variety of products and differentdifferent volumes of each product. The concept consists of the parameter SKU- Stock Keeping Unit which is used for measuring the Product Range billed at an outlet, where each variety and each volume is counted as 1SKU. The concept Product Range Selling is a sub-concept which comes under the marketing strategy of the company GREEN ( Grow By Excellent Execution).The whole project is focused at selling wide range of company products to the retail outlets .Selling of different varieties, flavors, sizes and products of different brands owned by the company. Selling of unique SKUs to retailers to increase the sales volume is the main objective. The process will help to leverage different brands of the company and increase the awareness among the customers. This will help in giving the customers wide range of options and alternatives. They will have good options to choose from. The process will help to survive in the market as this segment is very lucrative and has high growth potential. With the entrance of many players in the market the segment is facing cut throat competition. The main aim of the company is to sell more than 5SKUs or 5 unique products to the retail outlets. This is strategic growth plan of the company for the long term growth and survival. The organization has been seeing continuous decline in the Product Range selling so at the time of giving this project the objective of the company was to visit each retailer and find the root cause of the problem and removing those barriers. Recommendations and suggestions are intended to be taken from the retailers and have been worked out. The project also intended towards benefit of retailers as by keeping more variety and range of products, the sales volume will increase leading to enhanced profits and better ROI. This is a win-win situation for the retail outlets and the company. This research involved a study, which was descriptive in nature. It basically aims at gathering the data about range of the products that has been billed in each

billing of each outlet. Retailers were contacted directly and personal interviews were taken at the retailer counters.

CHAPTER 1 INTRODUCTION

1.1 Hindustan Coca Cola Beverages Pvt. Ltd: Hindustan Coca-Cola Beverages Private Limited (HCCB) is the company owned Bottling operation of The Coca-Cola Company in India. The Company is engaged in production, manufacture, bottling, sale, distribution, and supply of non-alcoholic ready to drink beverages including sparkling beverages, packaged drinking water, and fruit based drinks under various trademarks across designated territories pan India. The company-owned Bottling arm of the Indian OperationsHindustan CocaCola Beverages Private Limited is responsible for the manufacture, sale and distribution of beverages across the country. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveals its formula to the Government and reduces its equity stake as required Regulation Act (FERA) which under the Foreign governed the Indian

the operations of foreign companies in India. Coca-Calare-entered

market on 26th October 1993 after a gap of 16 years, with its launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. In the new liberalized and deregulated environment in1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling armor the Coca-Cola Company. However, this was based to innumerous commitments and stipulations which the Company agreed

implement (on the basis of the rules and regulations of the Indian government) in due course. One such major commitment was that, the Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident shareholders by June 2002.

1.2 Soft drink market in India: MAJOR PARTICIPANTS IN SOFTDRINK INDUSTRY The major participants involved in the production and distribution of soft drinks are: Concentrated syrup producers, Bottlers and Retail channel.

Concentrate producers manufacture basic soft drink flavors and retail channel refers to business location that tells or serves the products directly to consumers. Lots of sale depends upon the strength of merchandizing done at the point of sale. THE GLOBAL SOFT DRINK MARKET AND INDIAS POSITION The global soft drinks market grew at a compound annual growth rate (CAGR) of 3.5% from 2005 to 2009 and was valued at $494.5 billion in 2009. New product launches in the global soft drinks market increased by 8.59% in 2009. The US was the top country by retail sales as well as by number of new product launches, followed by Japan which ranked second in both categories. Globally, India ranked 25th in terms of retail sales and 13th in terms of the number of new product launches in the soft drinks market in 2009. India in 2012 is one of the most potential markets, with population of around 1.2 billion people. Population and potential market are two major reasons for major multinational companies to enter in India. They feel that a huge population coupled with low consumption and low budget (due to low economy) can only lead to an increase in the soft drink market.

In spite of Indias huge population and the fact that around 47% of the population is composed of persons below 30 years of age, the per-capita consumption of soft drinks in India remains very low, at approximately at 5.2 liters against the world average of nearly 85.2 liters. Another increase and boom in the sale of soft drinks in the scorching heat and the climate of India, which is together, have contributed to a 30% growth in the soft drinks industry till 2010. If the demand continues growing at the same rate, within two years the volume could touch 2 billion cases.

All these factors are the reasons for the entry of two big manufacturers of the soft drink industry to enter the Indian market. These two giants Pepsi and Coca-Cola, themselves share 76% of the soft drink market share on the basis of records of 2009.Rest is shared by Cadburys Schweppes, Parle, RC Cola and other soft drink brands.

In spite of Indias huge population and the fact that around 47% of the population is composed of persons below 30 years of age, the per-capita consumption of soft drinks in India remains very low, at approximately at 5.2 liters against the world average of nearly 85.22 liters.

Coca-Cola remains the market leader in the carbonates category with a annual sales figure growth of more than 69.2% in the Indian market, followed by Pepsi with around 20.7% till the year 2012. In the bottled water category, Parles, Bisleri and Kinley from Coca-Cola are the leading players. The packaged juices market in India continues to be dominated by Maaza and Frooti, followed by brands such as Slice, Tropicana and Real which have registered good growths in their market shares in the past few years. Red Bull with its strong dominance of the energy drinks category, which is the largest segment in the functional drinks category, is the market leader in the functional drinks market.

1.3 Products of Coca Cola: (I) COKE:-It is a carbonated drink. It is available in different volumes in 200 ml glass bottle 350 ml glass bottle 600 ml pet bottle 2 litre pet bottle 330ml can 1.25 liter

market like:

(ii) THUMS UP:-Its a very strong carbonated cola flavored drink as compared to others. It was bought from Parle Agro by Coca-Cola in 1992. It is available in different volumes in market like: 200 ml glass bottle 300 ml glass bottle 600 ml pet bottle 2 litre pet bottle 330ml can 1.25 liter

(iii)FANTA:-It is an orange flavored carbonated soft-drink. In India Fantail entered as a substitute for the then popular soft-drink Gold-Spot. When Coca-

Cola re-entered the Indian Marketing 1993, it bought Gold Spot from Parle and withdrew it from the market in order to make space for Fantail. It is available in different volumes in market. 200 ml glass bottle 300 ml glass bottle 600 ml pet bottle 2 litre pet bottle 1.25 liter

(iv)LIMCA:- Lima is a lime and lemon flavored carbonated soft-drink made primarily in India. In 1992 Coca-cola bought local soft drinks brand from Parle Agro including Lima. It is available in market in following packs of quantizes: 200 ml glass bottle 300 ml glass bottle 600 ml pet bottle 2 litre pet bottle 330ml can 1.25 liter

(iv) SPRITE:- It is a transparent drink of lime flavor caffeine free soft-drink. It is packed in green colored bottle. It is available in market in following packing: 200 ml glass bottle 300 ml glass bottle 600 ml pet bottle

2 litre pet bottle 330 ml can 2 litre pet bottle 1.25 liter 330ml can

(v)MINUTE MAID:- It comes in the juice category. It comes in Pulpy Orange, Mango, Nimbu Fresh and Apple flavors. It is only available in PET bottle. 400ml PET bottle 1 Ltr. PET Bottle

(vi) MAAZA :- It is a Mango flavored drink. 200ml glass bottle 200ml tetra pack 600ml pet 1.2 Lt. pet

(viii) KINLEY SODA :It is colorless & available in market in 300 ml glass bottle and in 600ml PET bottle in the market. (ix) KINLEY WATER:It is mineral water available in following volumes in market:

500 ml pet bottle 1 lt. pet bottle 2 lt. pet bottle

1.4 Significance of the study: The significance of the study was: Finding and working on the problems that the company has been facing in its distribution which has been leading to decline in the sale of the company. Learning market condition in which companies are surviving and facing competition.

Knowing about the distribution pattern that the company has been following. Studying the complete chain how the final product reaches the end customer. What are the problems that the retail outlets of the company are facing and how they can be resolved. Knowing about the perception of the retailers about the company. Study various factors which directly or indirectly influence the sale of the company Identifying the needs and wants of both the retailers and dealers and how well are they are being managed by the companys anxious authorities. Find out various reasons which are creating stumbling block in market expansion. Identifying the wakefulness of the brand and the companys products in the market. Finding out the gratification level of customers and problems faced while doing business with Coke.

CHAPTER 2 REVIEW OF THE LITERATURE

LITERATURE REVIEW REVIEWS OF RESEARCHERS: In case study presented by Adam Brown of Coca-Cola, he stated, back in the day you would have heard me say, our home page isnt just coke.com, its google.com now its google.com, technorati.com, facebook.com. He also stated in his presentation that Coca-Colas strategy is to Review, Record, Respond, and Redirect. (Brown, 2009)

Coca-Cola has done an amazing job at not only reaching out to the new media era audience, but also the people who followed them in the past. Coca-Cola has an official blog called Coca-Cola Conversations which is written and updated by a man by the name of Phil Mooney, who has served as the historian/archivist for Coca-Cola for the last 30 years. The blog contains a wide variety of topics, ranging from our role in pop culture to brand history to Coke collectibles. (Mooney,2009). It reaches out to a wide variety of audiences, and encourages people to write back and give their input, something Coke probably couldnt have gotten this far without. Part of the Action Plan for Harnessing the Power of the New Rules states that you should define your organizations goals first, then based on the goals decide whether or not you want to provide the content for free and without registration. It is also stated that you should write for your audience using examples and stories, and of course make it interesting. (Scott, 2007).

SOME OF THE IMPORTANT LITERATURE REVIEWS: 1) Consumer Preference: A study of factors responsible for brand preference in FMCG sector The purpose of this paper is the study of factors responsible for brand preference in FMCG products, increasing competition, more due to globalization, is motivating many companies to base their strategies

almost entirely on building brands. Brand preference means to compare the different brands and opt for the most preferred brand. This brand preference is influenced by various factors. According to this study many factors were find out for preferring a brand like Brand persona Brand constancy Brand loftiness Brand value. In the identification of factors affecting the brand preference, it was concluded that brand persona is the most effective factor that affects the brand preference. This brand persona deals with the personality aspects or the external attributes of brand, thus it can be said that consumer prefer any brand by looking at the external attributes of a brand. JOURNAL OF IMS VOL 5 NO.1, JAN-JUNE 2008

2) Taste or health: A study on consumer acceptance of cola drinks This study examined the relative contributions of taste and h e a l t h c o n s i d e r a t i o n s o n consumer liking and purchase intent of cola drinks. Eight types of commercial cola drinks were evaluated by 305 adult consumers who also completed a brief questionnaire on food habits. Data were analyzed using factor analysis. Results revealed that purchase intent of cola drinks was strongly related to degree of liking and to several key sensory attributes including saltiness, drinks flavor and greasiness. These variables emerged as the first factor in the analysis, suggesting that consumers perceive these characteristics as being most important in their choice of cola drinks. Factor 2 described a health dimension and w a s r e l a t e d to respondents' attitudes toward fat in the diet. Factor 3 c o m p r i s e d t w o remaining sensory attributes (color and crunchiness), which apparently were of minor importance to the respondents. These data suggest that in spite of current concern about reducing dietary fat, health remains secondary to taste in the selection of cola drinks for consumers in this population.

SOURCE-BEVERLY J. TIPPER AND AMY C. TRAIL JOURNAL OF FOOD SCIENCE ANDTECHNOLOGY, 15 SEPTEMBER 1998 . 3) Paired preference tests using placebo pairs and different responses options for Cola drinks and juices. ABSTRACT Preference tests were performed for varieties of cola drinks, orange juices and using three response protocols: the traditional paired preference test with the "no preference" option, a 9-point hedonic scale and a 6-point hybrid hedonic/purchase intent scale. The different stimuli to be assessed were presented in pairs, but putatively identical stimuli were also presented as a "placebo" pair. Performance on the placebo pair with identical stimuli p r o v i d e d a m e a s u r e o f t h e h i d d e n d e m a n d c h a r a c t e r i s t i c s o f t h e t e s t p r o t o c o l . T h e presentation of the different pairs provided a measure of preference of the consumers and final users accompanied by such hidden demand effects. Comparison between the two allowed a b e t t e r m e a s u r e o f preference per se. The order of presentation of the identical and different pairs did show occasional slight evidence of contrast effects. For the placebo "identical" pairs, a majority of consumers reported false preferences. Yet, the effects tended to be slight. The 6-point hedonic/purchase intent scale exhibited the fewest false preferences in the placebo condition, and this was because of its fewer categories rather than any cognitive strategy change elicited by its different labels. SOURCE- DAVIS WOMANS JOURNAL OF FOOD SCIENCE AND TECHNOLOGY, JULY 31, 2007 CONCLUSION:

Coca Cola being a big brand name in the beverage industry has been continuously growing its business in the whole world. The company is really innovative and customer oriented and is very well known for its reputation amongst the people. The new products launched by the company like series of Minute maid are brought seeming the demand and culture of the people in India so this shows that the company is even culture oriented. It has been highly preferred by the customer due to its taste and quality it offers in the products. Thus it covers the major market of the country, India. The variety of choices available almost covers all the taste that public usually demand. Coca Cola has been always upgrading its product portfolio as per the changes in the beverage industry and is always giving tuff competition to the major players like PepsiCo, Parle, etc. Not only this, Coca Cola has been doing up to date promotion and every possible action to reach customers heart. They have entered facebook, google, twitter, and many other social networking site to become friendly to the users and know about their preference for the soft drinks.

CHAPTER 3 RESEARCH METHODOS AND PROCEDURES

3.1: Purpose of the Research: RESEARCH OBJECTIVES: To gain an insight about the perception of the retailers about the company. To study various factors which directly or indirectly influence the sale of the company

To identify the needs and wants of both the retailers and dealers and how well are they being managed by the companys higher authorities. To find out various reasons which are creating stumbling block in market expansion of companys products To identify the wakefulness of the brand and the companys products in the market. To find out the gratification level of retailers and problems faced while doing business with Coke.

3.2 Type of research: Exploratory and descriptive Research The research design adopted is the multi-cross sectional design as my research study involved the study of more than two respondents and information through questionnaire has been collected from each sample only once. Even a part of

causal research will also be employed to find out the cause and effect of the increase in the SKU billings on the retailers sales and companys product range. 3.3 Method of data collection There are two types of data collection method Primary data and Secondary data. 1. Primary Data: This data is original in nature and is generated from results of personal interviews with the retailers. General observation method-The retailers were observed to have an insight about the mindset and preference for a particular brand. Personal interaction method-I made interactions with some retailers during market survey, who want to give some extra information other than questionnaire and who were busy and not ready to fill the questionnaire. This was conducted without the help of any questionnaire. The objective was to draw a general understanding about their problems, performance o f the distributer, their preferences and other useful information. This technique helped to clear doubts arising due to observation method.

2. Secondary Data: Some data was acquired from existing sources of information which were accessed due to availability of various other forms of information and data. These data served as the secondary data to me. Sources for these data are the companys websites, journals, publications and articles from industry

experts/professionals, previous market reports and some details about how they follow GREEN norms which were provided by the company. 3.4 Data collection This research involved a study, which was descriptive in nature. It basically aims at gathering the data about the type of outlet, size of its purchase, 5SKU billings, etc each outlet. I have contacted to retailers directly and taken the personal interviews at the retailer counters. This has allowed me greater flexibility in capturing the insights of the retailers.

Sample design Sampling unit: - The retailer of grocery shop, general store, eats and drinking stores was selected. Sample Size:- The sample size taken is of 100 respondents for this study. Sampling technique:-Normal Convenience and judgmental sampling technique was followed. Sampling method:- Data were collected from the personal interviews with the retailers. 3.5 Instruments Used: Questionnaire : Likert scale Structured and un structure questions. Analysis ( SPSS and MS EXCEL)

Frequency Distribution Cross tabs Case Summary Distribution Graphs Distribution tables 3.6 Procedures:The following procedure was followed for the purpose of research: 1) Research title was decided and parameters to be measure were set.( idea generation) 2) The basic frame work for the activities to be done was made.(planning) 3) The project activities were then equally divided into the members of the group, i.e. every body was assigned different markets of NOIDA and GHAZIABAD. (Staffing) 4) Questionnaire was made on the basis of the parameters given by the company. 5) Each member was allotted a market and a pre seller where he has to collect the information by personally interviewing the retailer and then getting the questionnaire filled by the retailer. (data collection) 6) The data which was collected was feeded in the excel sheet on the daily basis. ( Data feeding) The process continued till whole week. Every week a new market was given and research was done. 7) The final data of the whole research was then coded and entered into the SPSS and analysis was done. 8) Results were drawn and on the basis of them interpretations were made. 3.7 Limitations:Though this study was taken up with sincere efforts to accomplish the objectives, there were certain factors which created hurdles in accomplishing the work. These factors are:-

1. Some retailers were having very non-cooperative behavior at the time of data collection from them 2. The research was depending on the information provided by the respondents (retailers).It may be insufficient. 3. The time frame for this research is short to cover the whole market of NOIDA and GHAZIABAD. 4. Limited knowledge of the addresses of outlets. 5. Due to the financial and time constraints the study wasnt able to include more retailers. 6. To convince the retailer for a proper interviewing process was also difficult. 7. Retailers some time give wrong data. 8. The reluctance on the part of the retailers was also major setback. 9. The analysis of project was based on observations and interpretation on the basis of sample survey. 10. A busy schedule of dealers/retailers had made my collation of information very difficult.

CHAPTER 6 DATA ANALYSIS AND FINDINGS

6.3 DETAILED ANALYSIS: 1) Number of Outlets Visited Frequency:-

The research was based on pre sellers (Market developer) permanent journey plan on the basis of which he places orders and makes bill. This is the targeted destination where he has to visit and take orders.
outlet visited Frequency Percent Valid Percent Cumulative Percent no Valid yes Total 174 1067 1241 14.0 86.0 100.0 14.0 86.0 100.0 14.0 100.0

INTERPRETATION:

14% were the outlets which were not visited but still orders were placed on their names which means that there has been illegal plotting of orders 2) 5SKU Billing Frequencies:- ( Stock Keeping Unit) On the basis of the range in the bill has been measured. Company has set the criteria to at least place 5SKU in a bill at the outlets.

5SKU BILLED Frequency Percent Valid Percent Cumulative Percent NO Valid YES Total 520 721 1241 41.9 58.1 100.0 41.9 58.1 100.0 41.9 100.0

INTERPRETATION: There were still 42% of the outlets where 5SKU were not billed reasons were knotted down for NON billing. So this will act as a new target for the company to work on next time.

3) Reasons of Non- 5SKU billings Frequencies

REASONS FOR NON 5SKU BILLING Frequency Percent Valid Percent Cumulat ive Percent 5sku billed TEMPORARY CLOSE PERMANENTLY CLOSE NO COOLER COOLER NOT WORKING Valid OWNER NOT MET STOCK FULL STOCK OUT LOW BUDGET NOT IN BEAT PLAN OTHERS Total 727 107 97 7 12 17 142 51 2 38 41 1241 58.6 8.6 7.8 .6 1.0 1.4 11.4 4.1 .2 3.1 3.3 100.0 58.6 8.6 7.8 .6 1.0 1.4 11.4 4.1 .2 3.1 3.3 100.0 58.6 67.2 75.0 75.6 76.6 77.9 89.4 93.5 93.6 96.7 100.0

INTERPRETATION: 1) Amongst those outlets where 5SKU was not billed the major reasons were they were temporarily closed, they were having full stock and there was stock out of products that were asked to order. 2) Even there were many outlets which are permanently closed but were still displayed in the permanent journey plans of pre sellers.

4) TYPE OF DRINKS RETAILER IS SELLING FREQUENCY:


what kind of drink are you selling? Frequency Percent Valid Percent Cumulative Percent cold drink Valid all Total 85 150 235 36.2 63.8 100.0 36.2 63.8 100.0 36.2 100.0

INTERPRETATION: 36% of the retailers only sell carbonated drinks while 64% of the retailers are those who sell all type of drinks which means demand for juices is also good in the market.

5) FREQUENCIES OF THE BRANDS THAT RETAILERS KEEP IN STOCK; PEPSICO, DABUR, PARLE AND OTHERS BRAND ALONG WITH THE COCA COCA PRODUCTS. FREQUENCY TABLE
pepsi co Frequency Percent Valid Percent Cumulative Percent no Valid yes Total 90 145 235 38.3 61.7 100.0 38.3 61.7 100.0 38.3 100.0

parle Frequency Percent Valid Percent Cumulative Percent no Valid yes Total 100 135 235 42.6 57.4 100.0 42.6 57.4 100.0 42.6 100.0

dabur Frequency Percent Valid Percent Cumulative Percent no Valid yes Total 170 65 235 72.3 27.7 100.0 72.3 27.7 100.0 72.3 100.0

Other Frequency Percent Valid Percent Cumulative Percent no Valid yes Total 155 80 235 66.0 34.0 100.0 66.0 34.0 100.0 66.0 100.0

Bar Chart

INTERPRETATION: The analysis shows that amongst retail outlet dealers of Coca cola, 61% of the dealers also keeps pepsico products, 60% also keeps parle product, 27% keeps dabur products and 34% keeps other brands too which is giving big competition to the company and even more choices to the consumers this is leading to flow in the bucket of the Coca Cola Sales.

6) Frequency of factors that affects customer preference while buying:


What attracts customers while buying the Coca Cola products? Frequency Percent Valid Percent Cumulative Percent packaging pricing Valid taste display any other Total 45 40 60 80 10 235 19.1 17.0 25.5 34.0 4.3 100.0 19.1 17.0 25.5 34.0 4.3 100.0 19.1 36.2 61.7 95.7 100.0

INTERPRETATION: Analysis shows that display of the product is the most important feature that makes customers preference for purchase then followed by taste, packaging and then pricing and least by others.

7) Frequency of the way retailers purchase the stock:


How do you purchase the stock of coca cola products? Frequency Percent Valid Percent Cumulative Percent Through pre sellers (by order) Through RSU Valid Through Fat Dealers Through pre sellers and fat dealers Total 110 52 43 30 235 46.8 22.1 18.3 12.8 100.0 46.8 22.1 18.3 12.8 100.0 46.8 68.9 87.2 100.0

INTERPRETATION: 46% of the retailers purchase the stock from the company process i.e. through pre sellers. Rest all the purchase made is illegal according to the company. This is very big reason for uncounted sale of the company and illegal plotting of the stocks and orders in the market by the pre sellers.

8) Frequency of the most frequent buyer:


Who are the most frequent buyers of coca products? Frequency Percent Valid Percent Cumulative Percent Less than 15 years Valid 15 45 years Above 45 years Total 69 154 12 235 29.4 65.5 5.1 100.0 29.4 65.5 5.1 100.0 29.4 94.9 100.0

INTERPRETATION:The maximum number of purchase is made by the adults then followed by children and old agers. This shows that company can focus on the priority basis this is even one of the important reason for thumbs up being on top of most selling products.

9) Frequency of retailers view about the various services offered: Frequency Table
opinion about supply service Frequency excellent Very good Valid good average poor Total 20 40 75 60 40 235 Percent 8.5 17.0 31.9 25.5 17.0 100.0 Valid Percent 8.5 17.0 31.9 25.5 17.0 100.0 Cumulative Percent 8.5 25.5 57.4 83.0 100.0

opinion about variety of products Frequency excellent Valid Very good Total 230 5 235 Percent 97.9 2.1 100.0 Valid Percent 97.9 2.1 100.0 Cumulative Percent 97.9 100.0

opinion about advertisement Frequency excellent Very good Valid good average Total 135 90 5 5 235 Percent 57.4 38.3 2.1 2.1 100.0 Valid Percent 57.4 38.3 2.1 2.1 100.0 Cumulative Percent 57.4 95.7 97.9 100.0

opinion about After sale support service Frequency Very good good Valid average poor Total 25 70 70 70 235 Percent 10.6 29.8 29.8 29.8 100.0 Valid Percent 10.6 29.8 29.8 29.8 100.0 Cumulative Percent 10.6 40.4 70.2 100.0

opinion about orders rotation service Frequency excellent Very good Valid good average poor Total 15 20 100 70 30 235 Percent 6.4 8.5 42.6 29.8 12.8 100.0 Valid Percent 6.4 8.5 42.6 29.8 12.8 100.0 Cumulative Percent 6.4 14.9 57.4 87.2 100.0

opinion about sales man behaviour Frequency excellent Very good Valid good average poor Total 25 100 55 30 25 235 Percent 10.6 42.6 23.4 12.8 10.6 100.0 Valid Percent 10.6 42.6 23.4 12.8 10.6 100.0 Cumulative Percent 10.6 53.2 76.6 89.4 100.0

opinion about complain handling service Frequency Valid excellent Very good 15 25 Percent 6.4 10.6 Valid Percent 6.4 10.6 Cumulative Percent 6.4 17.0

good average poor Total

55 105 35 235

23.4 44.7 14.9 100.0

23.4 44.7 14.9 100.0

40.4 85.1 100.0

opinion about cooler service Frequency excellent Very good Valid good average poor Total 50 75 25 25 60 235 Percent 21.3 31.9 10.6 10.6 25.5 100.0 Valid Percent 21.3 31.9 10.6 10.6 25.5 100.0 Cumulative Percent 21.3 53.2 63.8 74.5 100.0

opinion about schemes offered Frequency excellent Very good Valid good average poor Total 15 55 70 80 15 235 Percent 6.4 23.4 29.8 34.0 6.4 100.0 Valid Percent 6.4 23.4 29.8 34.0 6.4 100.0 Cumulative Percent 6.4 29.8 59.6 93.6 100.0

opinion about prices of products Frequency Valid excellent Very good good average 5 65 110 20 Percent 2.1 27.7 46.8 8.5 Valid Percent 2.1 27.7 46.8 8.5 Cumulative Percent 2.1 29.8 76.6 85.1

poor Total

35 235

14.9 100.0

14.9 100.0

100.0

opinion about packaging Frequency excellent Valid Very good good Total 130 90 15 235 Percent 55.3 38.3 6.4 100.0 Valid Percent 55.3 38.3 6.4 100.0 Cumulative Percent 55.3 93.6 100.0

Bar Chart

INTERPRETATION:1) Supply: Retailers are not much satisfied with the supply services of the company. 31% of the retailers gave their opinion as average. 2) Advertising: Retailers were very much satisfied. 3) After Sale Service: According to retailers it was just ok not too good not too bad. 4) Order Rotation Service: According to retailers it was good.

5) Opinion about Sales Man Behavior: Retailers were very much satisfied with the sales man. But this can be biased too as the sales man was always there while getting the questionnaire filled. 6) Complain Handling Service: Unsatisfactory / Average 7) Cooler Service: Some retailers were highly satisfied but some were very much unsatisfied. 8) Schemes Offered: It was good. Can be biased because retailers always want high profit margins. 9) Prices of products: It was good. 10) Packaging: Retailers were very much satisfied.

10) Frequency of the various parameters on which retailers performances are measured: Frequency Table Purity Frequency Valid Excellent 27 Very good 24 Good 42 Percent 19.1 17.0 29.8 Valid Percent 19.1 17.0 29.8 Cumulative Percent 19.1 36.2 66.0

Average Poor Total

15 33 141

10.6 23.4 100.0

10.6 23.4 100.0

76.6 100.0

Supply Frequency Excellent Very good Good Average Poor Total 18 51 36 15 21 141 Percent 12.8 36.2 25.5 10.6 14.9 100.0 Valid Percent 12.8 36.2 25.5 10.6 14.9 100.0 Cumulative Percent 12.8 48.9 74.5 85.1 100.0

Valid

Stock availability Frequency excellent Very good Valid good average poor Total 36 24 33 12 36 141 Percent 25.5 17.0 23.4 8.5 25.5 100.0 Valid Percent 25.5 17.0 23.4 8.5 25.5 100.0 Cumulative Percent 25.5 42.6 66.0 74.5 100.0

Cooler availability Frequency Valid excellent Very good good 36 24 18 Percent 25.5 17.0 12.8 Valid Percent 25.5 17.0 12.8 Cumulative Percent 25.5 42.6 55.3

average poor Total

18 45 141

12.8 31.9 100.0

12.8 31.9 100.0

68.1 100.0

Demand Frequency excellent Very good Valid good average poor Total 54 36 9 15 27 141 Percent 38.3 25.5 6.4 10.6 19.1 100.0 Valid Percent 38.3 25.5 6.4 10.6 19.1 100.0 Cumulative Percent 38.3 63.8 70.2 80.9 100.0

Display Frequency excellent Very good Valid good average poor Total 45 9 21 24 42 141 Percent 31.9 6.4 14.9 17.0 29.8 100.0 Valid Percent 31.9 6.4 14.9 17.0 29.8 100.0 Cumulative Percent 31.9 38.3 53.2 70.2 100.0

Purchasing power Frequency Valid excellent Very good good average poor 60 36 9 3 33 Percent 42.6 25.5 6.4 2.1 23.4 Valid Percent 42.6 25.5 6.4 2.1 23.4 Cumulative Percent 42.6 68.1 74.5 76.6 100.0

Total

141

100.0

100.0

Cooling Frequency excellent Very good Valid good average poor Total 39 24 18 6 54 141 Percent 27.7 17.0 12.8 4.3 38.3 100.0 Valid Percent 27.7 17.0 12.8 4.3 38.3 100.0 Cumulative Percent 27.7 44.7 57.4 61.7 100.0

Sales Frequency excellent Very good Valid Good Average Poor Total 51 27 15 12 36 141 Percent 36.2 19.1 10.6 8.5 25.5 100.0 Valid Percent 36.2 19.1 10.6 8.5 25.5 100.0 Cumulative Percent 36.2 55.3 66.0 74.5 100.0

Ordering cycle Frequency excellent Very good Valid Good Average Poor Total 42 15 33 15 36 141 Percent 29.8 10.6 23.4 10.6 25.5 100.0 Valid Percent 29.8 10.6 23.4 10.6 25.5 100.0 Cumulative Percent 29.8 40.4 63.8 74.5 100.0

Loyalty Frequency excellent Very good Valid Good Average Poor Total 48 15 27 21 30 141 Percent 34.0 10.6 19.1 14.9 21.3 100.0 Valid Percent 34.0 10.6 19.1 14.9 21.3 100.0 Cumulative Percent 34.0 44.7 63.8 78.7 100.0

Location Frequency excellent Very good Valid good average Total 84 24 21 12 141 Percent 59.6 17.0 14.9 8.5 100.0 Valid Percent 59.6 17.0 14.9 8.5 100.0 Cumulative Percent 59.6 76.6 91.5 100.0

Attitude Frequency excellent Very good Valid good average poor Total 24 18 45 27 27 141 Percent 17.0 12.8 31.9 19.1 19.1 100.0 Valid Percent 17.0 12.8 31.9 19.1 19.1 100.0 Cumulative Percent 17.0 29.8 61.7 80.9 100.0

Pie Charts of the above mentioned tables:

INTERPRETATION:1) Purity: Purity was good not too bad not too good. 2) Supply: It was good. 3) Stock availability: a variety of retailers were there this was dependent of the purchasing power of the retailer some were good, some were excellent and even some were very poor. 4) Cooler Availability: It was very poor. Lots many retailers with good locations doesnt have coolers. 5) Demand: Demand for coca cola products was excellent. 6) Display: both varieties of responses poor and excellent. 7) Purchasing Power: Most of the retailers of Coca Cola are having excellent purchasing power. 8) Cooling: Poor cooling due to non working and damaged coolers. 9) Ordering cycle: Retailers were having very good ordering cycle, but as an exception that RSU purchase is not done. 10) Sales: Maximum retailers are having high volume sales.(Excellent) 11) Loyalty: Retailers of Coca Cola are very much loyal to the company. 12) Location: Location of the most 60% of the retailers is excellent. 13) Attitude: 32% of the retailers were having good attitude and most of the remaining were having average and poor attitude towards company.

CHAPTER 7 SUGGESTIONS AND CONCLUSIONS

7.1: SUGGESTIONS The company should measure retailers satisfaction regularly. Company can increase the sales if it will concentrate more on retailers, their suggestions or complaints about service and product so that necessary actions can be taken. Company should take actions to stop RSU (Ready Stock Unit) purchase by the retailers. Company should have a complain number for retailers where they can register their complains. This will increase transparency between company and its retailers.

More knowledge about the company strategies should be given to the pre sellers so that they can work on it in better way. Company should take actions for improving the supply chains amongst the reasons for non 5SKU billing reasons stock out is also a major reason. Review meeting should be often held so that the working pattern of the sales people can be checked and improved if needed. Company pre sellers should take orders by visiting retailers and should make a long-term liaison with retailers so that they can push the product. Pre sellers loyalty check should be done on monthly basis so that they have the fear to visit the maximum number of retailers and can not be able to plot orders in unauthorized manner. Since brand value of Coke & expectation of retailers from this brand is high, as the brand image shows their qualities supervene so the company should also take feedback time to time. By this they can maintain their brand loyalty in their customers. Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand. Increase the number of dealers and retailers as this will help in making high sales volume. Cash discount should be given & it should be competitive and luring. Try to maintain the good image of the monopoly outlets in market by developing the image of the outlets i.e. by providing extra discounts, by glow boards, signboards, and point of sale material (P.O.S.M) and by providing good quality services. By this the monopoly of the retailer will continue and it will promote other retailers to adopt Coke monopoly. Company should also concentrate on small outlets so that there sales can increase. Company representatives should search new areas for increase in sales.

In winter Season company should give more discount & schemes to the retailers so they sell more our product. Company must make aggressive & new strategies to fight with major competitors and local cold drinks brands. The company should work on retailers complaints regarding to the Visi cooler. Company should give proper schemes to the outlet and must watch that retailers are been given the same scheme which company has declared. The refrigerator purity should be given the priority. Overall services should be improved for getting more sales and to continue to be the market leader. Company should take the problem of cut off rates seriously. Coca-Cola should be written on florescent boards displaying location and distances on road. Illegal distribution done by some distributors should be minimized.

7.2: CONCLUSION Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein. As there is a proverb:-

Far from eye, far from heart Thus marketing plays very important role in achieving the objectives of the company. Undoubtedly, value utility is created by the manufacture of product or service but time and place utilities are created by marketing role. According to Ducker, Both the market and the distribution channels are often more crucial than the product. They are primary, the product is secondary. In an economy like that of India, where marginal and shortages efficient can lead to disproportion, distortion in prices, dependable

distribution system is very much essential. The distribution system creates value added to all most all products. All from the above study not withstanding its restricting efforts Pepsi is still far away with its great competitor like Coca Cola. The only source of revenue with the companies is the sales its only sales which shows the growth of the organization so they should always make new creative and innovative strategies for better sales. Market conditions are truly different from what we have studies in books so in order to survive in such kind of competitions company should focus more on its distribution system because it is a saying in the market that jo dikhta hai wahi bikta hai- So proper and timely availability of the product is very necessary for its sale.

BIBLIOGRAPHY:

REFRENCES: BOOKS: MARKETING RESEARCH MARKETING MANAGEMENT RESEARCH METHEDOLOGY AUTHOR: NARESH MALHOTRA PHILIP KOTLER C.R.KOTHARI

Websites: www.quickmba.com www.indiacom.com www.yellowpages.com www.coca-colaindia.com

ANNEXURE 1 QUESTIONAIRE FOR RETAILERS The objective of this survey is to Study the reasons of low green score with special reference to preference of stock keeping units (SKU) in Coca Cola products by retailers in Ghaziabad city.

We request you to attempt all the questions so as to help us arrive at authentic results. The data collected herein will be purely used for academic purpose. Your cooperation will be highly appreciated. Amity University, Noida QUESTIONNAIRE
Please express your frank opinion on all the following q u e s t i o n s c o n c e r n i n g y o u r preference of brand in cold drinks by checking the most appropriate alternative(s) and others as well 1. What kind of drink are you selling? Cold drink Juice All 2. What brand of drinks you stock at your outlet? Coca Cola PepsiCo Parle Dabur Any other ______________ 3. How long you have been selling coke in your outlet? Since last 1 month Since last 1 year Since last 2 years Since last 3 years Over 3 years 4. What attracts customers while buying the Coca Cola products? Packaging Pricing Taste

Display Any other____________ 5. How do you purchase the stock of coca cola products. Through pre sellers (by order) Through RSU Through Fat Dealers Through pre sellers and fat dealers 6. Who are the frequent buyers? Children Adults Any other ____________ 6. What is your opinion about the Following services offered by Coca Cola to its retailers on the following factors? (Please mark :: 1=Excellent, 2=Very Good, 3=Good, 4=Average and 5=Poor for each feature.) Features Supply Variety of products Advertisement After sale support Orders rotation Sales man behavior Complain handling Cooler service Schemes offered Rates Packaging Excellent (1) Very Good (2) Good (3) Average (4) Poor (5)

7. Your suggestion about how to increase to increase sales of coke? ______________________________________________________________________________ ______________________________________________________________________________ ___________________________________________________________________

Please fill the following informational details. 1. NAME 2. GENDER : : ______________________________________ ______________________________________ Under 20 Between 20-29 Between 30-39 Between 40-49 Between 50-60 Over 60

3. AGE (Please Tick):

4. Annual income (Please Tick) : Under 1,50,000 Between 1,50,000- 2,50,000 Over 2,50,000 -: Thanks for your participation:-

6.2 OTHER FINDINGS:

Official Use Measuring Performance 1). Parameters for measurement:Features Purity Supply Stock availability Cooler availability Demand Display Purchasing power Cooling Sales Location Loyalty Attitude Ordering cycle Excellent (1) Very Good (2) Good (3) Average (4) Poor (5)

2). Products Available:-

Products\volume

R G B 20 0m l

RG B 300 ml

Tetra Pack 200m l -

Express 350ml

Pet Pet 1.25L 2.0 L 2.25L 300ml 500 600ml CAN ml

Thumps up Coke Fantail Sprite Lima Diet Coke Maze Maze milky delight M M pulpy orange M M Nimbu Fresh Kinley water Kinley Soda

3). Problems at Pre Sellers end. ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ _______

ANNEXURE 2