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A STUDY ON HORIZONTAL EXPANSION OF COCA-COLA PVT.

LTD
CORPORATE GUIDE: MR. CHITRESH TIWARI MS. POOJA CHANDHWANI

S U B MI T T E D BY: SYED MOHD FAISAL MBA-3rd SEM (20122013) ROLL NO.11 MBAW 55 EN.NO-GD-

2288

PREFACE
Present business environment is very complex & dynamic. Business conditions are changing at a very fast speed. Company should be more alert & informed now days. They should continuously check the performance of the product & sales force & always try to improve its product to remain in competition.

Idea generation & constant demand for changes gives birth to new product range. A new product should be managed so that it penetrates deeply in its target market. By this a product can reach to the target consumers, who will create further demand for that product. That is why a good company should check the penetration level of its newly launched product & if its penetration level is low then it should take necessary steps to improve its penetration level. Because so many products fail in market, so companies are anxious to learn how to improve their advertisement for new product success. A company has to know exact market situation & also the position of the company in the market & accordingly develop a marketing strategy. We know that product brand named Thumps up is most popular in Lucknow. In this segment main rival is Pepsi. There is cut throat competition in this segment between Coke & Pepsi. In the report all contents have systematic pattern & is based on latest data & information collected from dealers & retailers of coke at Lucknow.

ACKNOWLEDGEMENT

I am immensely grateful to Mr.chitresh Tiwari Coca Cola Pvt. Ltd., Lucknow for giving me opportunity to learn and conduct research their esteemed

organization. They helped me to understand the management culture and add value to my personality through giving me exposure to real work situation. In fact, my words are too lettering to express my gratitude to them. I am greatly indebted to Mr.Chitresh Tiwari for her advice and guidance during the course of the preparation of my project report. I would also like to thanks the retailers of Aminabad, kalyanpur,tedhi pulia, in Lucknow for providing me information relevant to my study on the assigned top. Last but not the least I must pay my sincere gratitude and honors to my Parents.

SYED MOHD FAISAL


MBA III SEMESTER
rd

DECLARATION
I hereby certify that I SYED MOHD FAISAL student of, Master of Business Administration from ALIGARH MUSLIM UNIVERSITY (CAMPUS MURSHIDABAD) have made the project report on HORIZONTAL EXPANSION OF COCA-COLA PVT. LTD, and has completed it under the noble guidance of our honorable Mr.Chitresh Tiwari. In spite of the hard work and deep concentration if any of the error crept in, then it should be deeply regretted. This entire project report is based on Coca-Cola Companys various surveys and feedback and of course suggestions given by the various consumers and the retailers. It deeply explains the relationship between the retailer and the consumer as well as the company. I am very thankful to my college and my teachers for assigning me this project, which not only helped me to gain knowledge but also helped me to understand market behavior, consumer relationship and the demand.

HONORABLE MR.CHITRESH TIWARI

YOURS SINCERELY SYED MOHD FAISAL

CONTENT Company profile 1. History 2. Objective Of Company 3. Product Profile and Availability 4. Product volume available 5. Segmentation of Market 6. Channels 7. Volume per outlet

OBJECTIVE RED (Right Execution Daily) 1. Stock availability check 2. Scoring market element for 3. Convenience outlet 4. Grocery outlet 5. E&D outlet 6. Market Impact Team

Distribution/Brand Audit Research Methodology 1. Research Design 2. Data Collection 3. Sample plan 4. Observation 5. Demand of different brands in coke & PepsiCo DATA analysis Finding Recommendation Conclusion Limitations References Bibliography APPENDICES C.V

COMPANY PROFILE

Introduction of Coca-Cola Company

Dr. John Smith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886 IN May 1886, Coca-Cola was invented by Dr. John Pemberton a pharmacist from Atlanta Georgia, Concocted the Coca-Cola formula in a three - legged brass kettle in his backyard. The name was suggestion given john Timbertops bookkeeper frank Robinson. Being a bookkeeper frank Robinson also excellent penmanship it was he who first Coca-Cola into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacobs pharmacy in Atlanta on May 8, 1886. About nine serving of the soft drink were each day. Sales for that first year added up to total of $50. The funny thing was that it cost john Pemberton over $70 in expenses, so the first year of the sales was a loss. Until 1905, the soft drink marketed as a tonic contained extracts to cocaine as well as the caffeine- rich cola nut.

By the late1890s, Coca was one of Americas most popular fountain drink. With another pharmacist, As a Griggs Candler, at the helm, the Coca-Cola Company increased syrup by over 400%between 1890 and 1900.advertising was an important factor Pemberton and success and by the turn of the century, the drink was sold across the United States and Canada. Around to the same time, the even today, the US soft drink industry is organized on this principle. Until the 1950s both small town and big city enjoyed carbonated beverages at the local soda fountain or ice cream, saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all fore.

The worlds largest beverage company


While much of the world has changed since 1886, with the old giving way to the new at almost daily strokes, what has withstood the test and taste of time, binding the young and old enjoy their moments of simple pleasure and eternal joy is the magic of Coca-Cola. And this year, consumers the world over will reach for products of The coca- cola company more than a billion time every single day . The world s largest beverage company has come

COCA-COLA ENTERPRISE INC.

Type Founded Headquarters USA Industry

: : : :

Public 1886 Atlanta Georgia Beverages

Coca- Cola advertisements Its The Real Thing Advertising has played an important role in the success of our products since our first newspaper ad in 1886, which read ,Coca-Cola , Delicious Refreshing The company uses advertising to trigger desire as often and in as many ways as possible . Throughout the year, slogans for have always has been memorable.

Here Are Some Highlights


2002-coca-cola enjoy 1993-Always Coca-Cola 1990-cant Beat the feeling 1989-cant beat the feeling 1982-Red, white and you 1982-coke is it 1976-coke Ads Life 1971-Id Like to Buy the world a coke 1969-Its the Real Thing coke 1963-Thing goes better with coke 1959- Be Really Refreshed 1944- Global High sign 1942- Its the real thing 1936-Its the Refreshing Thing to Do 1929- The Pause that Refreshes Fine illustration by artists, including Norman Rockwell and N.C. Wyeth, were the hallmark of early campaigns in premier magazines. Artist Haddon Sundbloms portraits for holiday ads, which being in the 1930s, helped mound the national image of a red coca- cola belongs to the billions of consumers in every corner of the globe who have chosen it their favorite soft drink. Our advertising reflects that special relationship between consumers and the moment of pleasure they have come to with Coca-Cola.

Bring Back The Fizz To India


Coca-Cola, the corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1886, returned to India in 1993 after a gap of 16 years giving a new thumbs up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder, our brands have assumed an iconic status in the minds of the consumers.

A Healthy Growth to the Indian Economy


Ever Since, Coca-Cola India has made significant investments to build and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems and marketing channels. Coca-Cola India is among the countrys top international investors, having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations.

A Pure Commitment to the Indian


The Company has not only shake up the Indian carbonated drinks market, and Given consumers the pleasure of world-class drinks to fill up their hydration, refreshment & nutrition needs but has also been instrumental in giving an exponential growth to job opportunities.

Creating Enormous Job Opportunities


With virtually all the goods and services required to produce and market Coca-Cola being made in India, the business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system. The vast Indian operation comprises 25 wholly-owned- company-owned bottling operations and another 24 franchisee-owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the Company. On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep our brands available in every nook and corner of even the countrys remotest areas. These are only some of the facts that speak about our commitment to the growth of the Indian Economy.

Indian Advertising Award


In India too, the companys thrust has always been on reaching the core the of the consumers heart through advertising excellence. In fact, we have produced some of the most memorable campaigns of the times. Consequently, in early 2003; CocaCola India collected Advertiser of the year and campaign of the year awards for the Thanda Matlab Coca-Cola all-media campaign.

Born In A Kettle Charming The World Forever


John Stitch Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta; Georgia. It was May of 1886 when the pharmacist concocted caramel -color syrup in a three-legged brass kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at a soda fountain. Whether by design or accident, carbonated water was termed with the new syrup, producing a drink that was proclaimed Delicious partner and and Refreshing. John Frank

Pembertons

bookkeeper,

Robinson, suggested the name and penned Coca-Cola in the unique flowing script that is famous worldwide today. Mr. Robinson thought the two Cs would look well in advertising. In 1886, sales of Coca-Cola averaged nine drinks per day.

The Growing Corporate With An Ever-Refreshing Drink


That first year, Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the number one soft drink brand ever since. For his efforts, Pemberton grossed----$50 and spent----$73.96 on advertising .By 1891, Atlanta entrepreneur As a G.Candler had acquired complete ownership of the Coca-Cola business. Within four years, his merchandising flair helped expand consumption Coca-Cola to every state and territory. In 1919, The Coca-Cola Company was sold to a group of investors for----$25 millions. Robert W.Woodruff become president of The CocaCola Company in 1923,

and his more than six decades of leadership took the business to unrivalled heights of commercial success, marketing Coca-Cola an institution the world over.

Know About Our Global Bottling System


Today, our products reach consumers and customers around the world through a vast distribution network up of local bottling companies .These bottlers are located around the world, and most are independent business Using syrups, concentrates and beverage and markets products, located them to more than 14 million retail outlets worldwide. The Coca-Cola Company is committed to assisting with the functions of an efficient bottling operation and initiating quality to ensure the highest quality products for our consumers.

Know the Bottling History of Coca-Cola


Coca Cola began as a fountain product, but candy merchant Joseph A. Biedenharn of Mississippi was looking for a way to serve this refreshing beverage at picnics .He began offering bottled CocaCola, using shipped from A Atlanta,

during an especially busy summer in 1894. IN 1899, large-scale became possible when as a candle granted exclusive bottling right to Joseph B.Whitehead and F.Thomas of Chattanooga, Tennessee. The contract marked the beginning of The Coca-Cola Companys unique independent bottling system that remains the foundation of company soft drink operations.

Coca- Cola Bottles as Memorable As the Design


Back then, soda bottle were all very similar. And Coca- Cola had many imitators, which consumers would be unable to identify until they took a sip. The answer was to create a distinct bottle for Coca- Cola. As a result, the contour bottle for Coca- Cola with the shape now known around the world wade eloped in 1915 by the Root Glass Company

Coca- Cola Gets the First Change of Taste in 1886


In 1985, a new Cola emerged from laboratory research. Consumers said they preferred it over both Coca-Cola and its primary competitions a result, in April 1985, the company product introduced the new taste of Cokethe first change in the secret formula since the product was created in 1886

Trademark Registration of CocaCola

The trademark Cola- Cola was registered with the U. S Patent and Trademark Office in 1893, followed by Coke in 1945. The unique contour bottle, familiar to consumers everywhere, was granted registration as a trademark by the U.S. Patent and Trademark Office in 1977; an honor awarded very few packages.

Extension of the Most Cherished Trademark:In 1982, The Coca-Cola Company introduced diet coke to U.S. consumers, marking the first extension of the companys most precious trademark to another product. Later years saw the introduction of additional products bearing the Coca-Cola name, which now encompasses a powerful line of cola products.

Coca-Cola Classic Ruling since 1886:The launch of Coke with the new taste took place in the United States and Canada. Consumers responded with an unprecedented and now famous-outpouring of loyalty and affection for the original formula. In July 1985, the original formula of Coca-Cola returned as Coca-Cola classic. In 1986, Coca-Cola classic became, and still remains, the nations top-selling soft drink.

Our Trademarks the Worlds Most Valuable Assets


Our most valuable assets happen to be the trademark we possess. For Coca-Cola, the most drunk soft drink on the earth is one of the worlds best-known and most admired trademarks, recognized by more than 90 percent of the worlds population. Interestingly, the world that is touched by our cherished drinks for every moment, the Coca-Cola trademarks happen not only to be our most valuable assets but of the entire earth.

Thumps up
Thumps up is leading carbonated soft drink trusted brand in India. Originally Introduced in 1977, thumbs up, thumbs up was acquired by the CocaCola Company in 1993.

The Coca- Cola business in India


While the Coca-Coca company is a global company with some of the worlds most widely recognized brands, the Coca-Cola business in India, as an each country were we operate, is a local, our beverages are product range and marketing reflect Indians taste and life styles, and we are deeply involved in the life of the local communities in which we operate.

History
After a 16 years absence of Coca-Cola returned to India in 1993.The company presence in India was commented in November that year in a deal that gave CocaCola ownership of the nations top soft drink brands and bottling network.

Investment, Employment and Economics Impact


Coca-Coca India has made significant investment to build and continually its business in India, including new production faculties, waste water treatment plants, and distribution system and marketing equipment. Drugging the past decades the, CocaCola system has invested more than us $1 billion in India .as such Coca-Cola is one of the countrys top internationals investors. In 2003, Coca-Cola India pledge to invest furthers us$ 100 million in its operations. The Coca-Cola business system has direct employees approximately 10,000 local people in India. In addition , several independent studies have documented that , by providing opportunities for local enterprises , the Coca- Cola business also generates a significant employment multiplier effect in India ,we indirectly create employment for more than 1,25,000 people in related industries through our vast procurement , supply and distribution.

Highlights:The trademark Coca-Cola name and script was registered with the US Patent and Trademark Office in 1893.The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups, in the world. The companys beverage products are sold in more than 200 countries worldwide. More than 60% of Coca-Colas products are sold outside the US. The company owns or licenses more than 400 brands, including diet and light beverages, waters, juice and fruit drinks, different varieties of tea and coffee, and energy and sports drinks.

SWOT ANALYSIS Strengths Distributional Network


The Company has a strong distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles.

Strong Brands
The Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per day.

Cost of Operations
The production, marketing and distribution systems are very efficient due to for ward planning and maintenance of consistency of operations, which minimizes wastage of both time and resources, leads to lowering of costs.

Weakness Low Export Levels


The brands produced by the company are brands produced worldwide thereby making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola .Therefore, people abroad, are apprehensive about Coca-Cola products from India.

Small Scale Sector Reservations Limit Ability To Invest And Achieve Economies Of Scale
The Companys operations are carried out on a small scale and due to Government restrictions and red-tapism, the Company finds it very difficult to invest in technological advancements and achieve economies of scale.

Opportunities Large Domestic Markets


Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per cent market share, chiefly led by Limca.

Export Potential:The Company can come up with new products, which are not manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India.

Higher Income among People: Development of India as a whole has led to an increase in the per capita income thereby causing an increase in disposable income. The beverage industry can take advantage of such a situation and enhance their sales.

Threats Imports
As India is developing at a fast pace, the per capita income has increased over the years .If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

Tax and Regulatory Sector


The tax system in India is accompanied by a variety of regulations at each stage on the consequence from production to consumption. Therefore, this can limit the growth of the Company and pose problems.

Slowdown in Rural Demand


Low per capita disposable income, large number of daily wage earners, poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the companys products.

Changing Of Consumers Preference


The Company should keep an eye on the changing preferences of the consumers.

Companys Objectives
Their objective is to use formidable assets-brands, financial strength, unrivalled distribution system global reach, and a strong commitment by our management and employees worldwide to achieve long term sustainable growth. Our vision for sustainable growth includes the following:

People
Being a great place to work where people are inspired to be the best they can be.

Portfolio
Bringing to the world of portfolio of beverage brands that anticipates and satisfies people desires and need.

Profit
Maximizing return to shareowners while being mindful of our overall responsibilities.

Partners
Nurturing a winning network of partners and building mutual loyalty.

Planet
Being a responsible global citizen that makes a difference.

Coca-Cola India-Our Vision


Provide exceptional strategic leadership on the Coca-Cola India system, resulting in customer preference and loyalty, through Coca-Colas commitment to them and in a highly profitable Coca-Cola corporate branded beverages system.

The Coca-Cola Mission The Best Global Company


The mission of Coca-Cola Co. is to increase shareowner value over time. The Co. accomplishes the mission by working with its business partners to deliver satisfaction and values to its customers, through worldwide system of superior brands and services, thus increasing brand equity on a global basis, create consumer products, services and communications, customer service and bottling strategies, process and tools in order to create competitive advantage and deliver superior value.

Together we provide Moments of Refreshment for Consumers Every Day.


Advance Sales and Service Pvt.Ltd.Lucknow is one of the leading

manufacturers and distributors of soft drinks in India. It manufactures and distributes, under license, product of the Coca-Cola Company.

Together we provide Moments of Refreshment for Consumers Every Day.


Advance Sales and Service Pvt.Ltd.Lucknow is one of the leading manufacturers and distributors of soft drinks in India. it manufactures and distributes, under license, product of the Coca-Cola company

Commitment to Quality
Quality is simple more than what We Feel, See, or Measure or Manage, Quality shows itself in Our Every Action.; It Encompasses Everything We Do. To that end, all levels of organization form manufacturing, marketing, distribution, financial, customer and consumer services work tirelessly to foster practices that are simply the best in the industry. The Coca- Cola Quality system is the foundation of our quality initiative empowering us to take action to meet and exceed quality standards , be they international standards or local food laws and regulatory requirements. We have dedicated consumer Response Teams and program in place in all areas of our operations throughout Indonesia to listen to any input from consumers and customers and to feed back that input to the appropriate people to ensures that quality standards remain at the highest possible levels

Environmental Commitment
Our Environment, Health, Safety, Management our business is providing consumers with simple moments of uniquely satisfying refreshment. We work hard to infuse our environmental, health and safety performance. Before we discharge wastewater into a natural body of water, we treat that discharge water to a level capable of supporting fish life. Recognizing that environment, health and safety issues change as our understanding of these issues grows, we have developed a comprehensive system that follows international standards( including ISO 14001) and complies with the prevailing laws and regulations . All plants are audited regularly and have solid environment health and safety practices-form waste management and reuse to occupational health and safety programs. Beyond the satisfaction of doing the right thing, our responsibility goes to the Indian people whose lives touch every day. And that responsibility includes conducting our business in ways that protect the environment and promote the health and safety of our employees at the workplace.

Our BrandS

Our core brands that include Coca-Cola, sprite Fanta and Limca are in plants of Hindustan Coca-Cola beverages private limited across to ensure that beverage quality is up to standards, we rigorously apply internationally recognized manufacturing process. Product coding becomes an important part of the whole process, allowing us to guarantee that consumers receive our beverages at their flavorful best. Each one of our beverages is coded, that is marked with a special code that identifies specific information about it. Some codes simply identify the date the beverage was bottled or canned. Some come in the form of a date stamp while other codes are much more complex. These codes identify the day, month, shift and plant in which the beverage was made, and use a combination of letters and numbers. If you do not see a code on your container, it is because some bottles use invisible ink that can be read with special technology. This further highlights our objective to ensure that our technological and material resources are directed towards consistent satisfaction of wants and expectations of the wants and expectations of our customers and consumers.

Product Profile
Coca-Cola

OPEN HAPPINESS
Coca- Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of nonalcoholic beverages in the world. In India, Coca-Cola was the leading soft- drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and people, even in the remote and inaccessible parts of the nation. Coca-Cola has been very strong associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in sharjah in the nineties. Coca-Colas advertising campaigns; JO Chaho Ho Jayeand Life Ho to Aisiwere very popular and entered the youths vocabulary. In 2002, Coca-Cola

launched the campaign Thanda Matlab Coca-Cola which skyrocked the brand to make it Indias favorite soft-drink brand. In 2003, Coke was available for just Rs. 5across the country and this pricing Coca- Cola had signed on various celebrities including movie stars such as Karishma Kapoor. Cricketers such as Srinath, Sourav Ganguly, and Southern Celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra Sehwag.

Kinley

Water, a thirst quencher that refreshes, a life giving force that washes the entire toxin away. A ritual pure Water, a thirst quencher that refreshes a life giving forces that washes all the toxins away. A ritual purifier that cleanses, purifies, transform. Water, the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, is it as part of everyday rituals or the monsoon which gives life to the sub-continent.

Kinley Water
Understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety form the Coca- Cola Company. That is why we introduced kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. Thats why we go through rigorous testing procedures at each and every location where kinley is produced.

Maaza

BINA GUTHLI WAL A AAM Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the drink category. Over the years, brand Maaza has become synonymous with mango. This has been the result such successful campaigns like Taaza Mango, Maaza and Botal mein Aam Maaza hain Naam . Consumers regard Maaza as

Wholesome, natural, fun drink which the real experience of fruit.

Position
The current advertising of Maaza it as enabler of fun friendship moments between moms and kids as moms trust the brand and kids love its taste. The campaign builds on the existing equity of brand and delivers a relevant emotional benefit of the tagline Bina Guthali Wala Aam

Sprite

SEEDHI BAAT NO BAKWAS, CLEAR HAI Worldwide Sprite is ranked as the NO.4soft drink $ is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the clear lime category. Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear refers instate encourages the todays youth to trust their instincts, influence them to be true to who they are and to obey their thirst. The brand tagline for the product is Seedhi Baat No Bakwas Clear Hai.

Limca

FRESH HO JAO Lime n Lemony Limca. the drink that can cast a tangy refreshing spell on anyone, Born in 1971 Limca has been the original thirst choice of , millions of consumers for over 3 decades. The brand has displaying healthy volume growths year on year and Limca continues to be the leading Flavor soft drink in the country. The success formula? The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transform .the brand tagline for Limca is Fresh Ho Jao And In India RIYA SEN a Bollywood Actress promotes the brand she is brand ambassador in

Fanta

GO BIT E Internationally, Fanta-The orange drink of The Coca-Cola Company is seen as one of the favorite drink since 1940s Fanta entered the India market in the year 1993. Over the year Fanta has occupied a Strong market place and is identified as The Fun Catalyst. The tagline for the product is Go bite Genelia Dsouza is the Brand Ambassador of Fanta in India. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feeling but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is

associated with happy, cheerful and special times with friends.

Thums Up

TASTE THE THUNDER ThumsUp is a leading carbonated soft drink and most trusted brand in India. Originally, introduced in 1977,Thums Up was acquired by The Coca-Cola Company in 1993.Thump; Up is known for its strong, taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men form the boys and the brand tagline for the product is taste the thunder Akashy Kumar is the brand ambassador of thums up in India.

Recently Launched:Minute Maid A 62 year success story:-

The history of the Minute Maid brand goes as 1945 when the Florida foods Corporation developed orange juice power. The company developed a process that eliminated 80 percent of the water in orange juice, forming a frozen concentrates that when reconstituted created orange juice. They branded itMinute Maid, a name connoting the convenience and the ease of preparation (In a minute).Minute thus moved from a powdered concentrate to the ever orange juice form concentrate. By 1960 Minute Maid had gained the attention of the Coca- Cola Company and was acquired by the company.

Innovation and Extensions contributing to Brand leadership:There was intense competition in the market, in the orange juice segment especially in the 1980s. The competition resulted in a host of launches and extension orange juice, minute maid brand- minute maid premium with Calcium fortified orange juices and Juice drink. Other notable innovations in recent years have been the launch of Minute Maid juice and Minute Maid pulpy Orange All these innovations and extensions have been runaway successes, For example, Minute Maid Pulpy Orange, were launched in China in 2004 and has already become the leading juice drink brand across all regions in the country

Minute Maid- One of the worlds largest juice and juice drink brands:Over the year, through innovations and unmatched consumer experience provided in over 60 countries, Minute Maid brand has clearly become one of the worlds largest juice and juice drink brands. The launch of minute maid pulpy orange in India (started with the south of the country) is aimed to further extend the leadership of coca-cola in India in the juice drink category.

MMPO (COMPATIBILITY) :In India, it has been launched in its internationally successful Minute Maid Pulpy Orange avatar. It is a naturally refreshing juice drink which offers an unmatched tasked experience to consumer due to the presence of real orange pole. This innovative consumer proposition is best explained by the brands tagline-

Refreshingly Orange, Surprisingly Pulpy.


Launch to extend companys market leadership in the Indian juice marketinnovative consumer proposition of Minute Maid Pulpy Orange, best explai ned by the brand tagline-Refreshing orange, Surprisingly Pulpy Made available in PET pack sizes-On-the-go 400ml and 1.25 litres both affordably priced at Rs 25 and Rs 70 respectively intensive consumer activation program to be launched in three states-includes airing of TV commercial, experiential sampling sessions, road shows etc. Part of a faced launched, Minute Maid Pulpy Orange was initially made available to the consumer in the southern state of Andhra Pradesh, Tamilnadu, and Karnataka and also in Northern India. Both internationally and also in south India, Minute Maid already a big success. The first of its kind innovation by Coca-Cola is targeted at young adults who are on the lookout for a naturally refreshing Juice Drink. The focus initially would be to target young adults in key cities and then move into the rest of the country.

Product Available:Product available in Lucknow market and rates, volume, profit, cost as on may 2009.

Product Line: Coca-Cola Thums up Sprite Limca Fanta Maaza MMPO (Minute made pulpy orange) Kinley Soda kinley water

Product Volume Available: 200ml 250ml 300ml 330ml 400ml 600ml 1ltr 1.2ltr 1.25ltr 2ltr

No. Of Bottles/Crate

Volume
200ml 250ml 300ml 600ml 1ltr 1.2ltr 1.25ltr 2ltr CANE

Bottle
24 24 24 24 12 12 12 09 24

Forces That Shape Competition and Determine That Shape profitability in An Industry

Potent ial Entran ts

Suppli ers

Industr y Competit ors Rivalar y Among Existing Firm

Buyers

Substitut ers

Segmentation of Market:Company market can be segmented along three lines: Outlet Volume Locality Income Channel Cluster

Outlet Volume: Bronze Silver Gold Diamond

Locality Income: High Medium Low

Channel Cluster: Grocery Eating & Drinking Convenience

Channels Grocery
Outlets primarily engaged in retailing of food and various household items. It Grocers (outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati etc.)And general stores (outlets selling items of day-to-day requirement and stocking of branded products)

Eating & Drinking


Outlets selling items to eat which are being cooked within outlets, made at the outlet with possibility of consuming those products within the outlet. The outlet may have a place to sit. It include Bakery \Mithai stores \Restaurants \Bars\Juice \soft Drink shop \Ice Cream parlors \Tea shop \Cafes etc.

Convenience
It includes those outlets which are small stores or shops, generally

accessible locally. These are often located alongside busy road. It includes chemists \STD Booths \pan- Beedi shop etc.

Activation Standards
Activation standards are requires in different channels. These elements as follows:-

For Grocery Essential Activation Standards:1. Display Rack :-there Tier Rack with header 2. Shelf Display. 3. Price Communication & visi cooler in prime position.

Optional Activation Standards:1. Counter Top 2. Aerial Mobile Hanger 3. Crate Display 4. Road Standee/Flange.

For Eating & Drinking:1. Combo Standee /Combo wall hanging /Menu Board with combo communication(at least one of the three option ) 2. Branded Table Mats /Branded Menu Card/ Table Top. 3. Flange / Road Standee / Glow Sign Board. 4. price Communication

For Convenience:1. Table Top Display unit/ Hanging Rack 2. Glow Sing Board / Flex Board / Road Standee /Flange. 3. Aerial Mobile Hanger 4. Price communication

Volume per outlet (VPO class)

Bronze Silver Gold

outlet which has volume of less than 299 in a year. outlet which has volume 299 to 499 in a year .

outlet which has volume of 499 to 799 in a year.

Diamond outlet which has volume of greater than 799 in a yea


THE COCA-COLA'S LUCKNOW PLANT:Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler It is located at KALYAN PUR, RING ROAD LUCKNOW by the name of ADVANCE SALES & SERVICES PVT. LTD. is spread over an area of 1.75 acres and houses most sophisticated machinery to produce Coca-Cola and many other brands marketed by the company. The plant can produce around 24000 cases of soft drinks per day and employees 113 workers to do the same.

FRANCHIES OVERVIEW Franchise: Brindavan Bottlers Ltd Franchise Population -18.90 mm Lucknow , Barabanki , Raebareily , Sitapur, Hardoi, Jhansi , Lalitpur

BUSINESS PLAN MODEL DISTRIBUTION NETWORK Organization has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it. A typical distribution chain at here would be: Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer
Coca-Cola India division, lucknow Manufactures Concentrate, Beverage base and Syrup

Regional Bottlers

Manufactures finished Bottles/Cans/Fountain Syrup

Customers

Consumers

The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm DISTRIBUTION ROUTES The various routes formulated by company 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 CocaCola products, wherein a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, they so as to avoid shortage or nonavailability of the product stack up instead as and when required stocks. Examples: Departmental stores, Super markets 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.

DISTRIBUTION SYSTEM: 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 Coca-Cola 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. Sales people and delivery personnel both have this responsibility. In certain locations special teams who go into business locations to specifically merchandise our products.

DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: Distribution Department: It appoints distributors and establishes a distribution network, a process approved sale orders and prepares invoices, arranges logistics and ship products, coordinates with distributors for collections and monitors distribution stocks and their set-up. Finance Department: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm, records collections from distributors, periodically reconciles outstanding balances from distributors, obtains balance confirmation from distributors and follows up outstanding balances. Shipping or Warehousing Department: It dispatches goods as per approved by order, ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out area and updates warehouse stock records in a timely manner.

MISSION, VISION AND VALUE Our mission, vision and values outline who we are, what we seek to achieve, and how we want to achieve it. They provide a clear direction for our Company and help ensure that we are all working toward the same goals.

OUR MISSION

Our mission declares our purpose as a company. It serves as the standard against which we weigh our actions and decisions. It is the foundation of our Manifesto. To refresh the world in body, mind and spirit. To inspire moments of optimism through our brands and our actions. To create value and make a difference everywhere we engage.

OUR VISION Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurturing a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.

Values
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.

INTEGRITY: Be real ACCOUNTABILITY: If it is to be, its up to me. COLLABORATION: Leverage collective genius. INNOVATION: Seek, imagine, create, and delight. QUALITY: What we do, we do well.

COMPETITORS TO COCA COLA

The competitors to the products of the company mainly lie in the nonalcoholic beverage industry consisting of juices and soft drinks. The key competitors in the industry are as follows

PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company drinks Tropicana orange never maker. ends for the World's # soft sells 2, carbonated soft-drink The company's

include juice brands,

Pepsi, Mountain Dew, and Gatorade sports drink, and

Slice. Cola is not the company's only beverage; PepsiCo Aquafina water.

PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi.

Nestl: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with milk products, Baby foods and Chocolates. But the iced tea that is Nestea, which has been introduced into the market by

Nestle, provides a considerable amount of competition to the products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks. The flavored milk products also have

become substitutes to the products of the company due to growing health awareness among people.

Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

CUSTOMER As coca cola has a wide range of products. Its customer also varies according to taste and preference. Coca cola is also available in can of 330ml which targets the upper income class and their sale is also confined in those particular places. Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers have choice for. Among the products of coca cola Thumps-up has lead the way with 45% of market share Fanta stands third after Mirinda.

Coca Cola Company has wide range of customers that falls under the distribution channels of marketing. Customers may be CNF, distributor, retailers to final customers, which are households.

Organizational Chart of Advance sales & services Pvt. Ltd

Manager (Prodn & Maint.)

Production Executive

Manufacturing

Maintaina nce Executiv e

Lab Incharge Chemist

Manager (HR) Executi vce / Staff Sales Manager

Office Staff

A.G. M

Executive / Staff Executive

Worker

Finance Manager Marketing Op. Executive

Office Staff

Executive

Office Staff

Manager Q.A.

Chemist

ETP Operator

Worker

ORGANIGATION STRUCTURE

Vice President Supply Chain

Chief Finance Officer

Human Resource Director Chief Executive Officer Vice President BSG

Regional Vice President (North)

Regional Vice President (Central)

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT


AGM/AO D Unit 1 AGM/AO D Unit 2 AGM/AO D Unit 3 AGM/AO D Unit 4 Region Finance Region Human Resource Region Custome r Service Region External Affair s Region Cold Drin
k

Region Vice Presiden t

Region Legal Region BSG

Regi on Dire

ctor/Manag er Market Execution

Region Capability Managemen t Region Channel

ADVANCE SALES & SERVICES PVT. LTD:

Plant Manager

Route to Market Human Resource Manager Finance Manager General Sales Manager Area Sales Manager Sales Executive Marketing Channel Manager Key Accounts Sales Trainers

AGM/AO D

Market Develope r
Distributor s And Salesmen

Area Capability Manager

SEGMANTATION MODEL

Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria:

Consumption Pattern Volume Pattern Shoppers Profile SEGEMENT A) E & D B) Convenience C) Grocery

A)

E&D: Those outlets where people visit to ear of drink are known and

eating and drinking outlets. Such as Restaurants and Hotels, D habas.

B)

Convenience : Convenience outlets ate those outlets where people visit regularly

for various purposes like stationary shop, S.T.D Booth, Betal Shop and general Store.

Grocery : Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops.

RED: A RIGHT EXECUTION DAILY 1. CONCEPT OF RED: Advance sales & services Pvt.Ltd. India division has been working on RED i.e. Right Execution Daily Since FEB 2006. Coca cola company believes that its success depands on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire,needs and lifestyles choices,company success futher depands on the ability of their people by execute effectively every day. 2. MEET COCA COLA CUSTOMER: Worldwide the coca cola company is no.1 in sales of sparkling Beverages & juices Drink, as well as no. 2 in sales of soft Drink & no 3 in sales of Bottled Water. Its our customers that are largely responsible for this unrelenting success.

Who are the customers? Coca cola customers are grocery stores, restaurants, streets, vendors, mass merchandisers, conveniences stores drug stores, movie theaters, & amusement parks-among others. What do they do! Coca cola customer sells its products to consumers & shoppers, who enjoy the products at a rate of 1.5 billions servings a day.

Why is their role important? Coca cola customers make it possible for consumer & shoppers in local communities around the world to purchase & its broad purchase & enjoy its broad portfolio of quality beverages.

1. Market segmentation under RED. Coca cola companys market can be segmented in RED along 3 lineschannel cluster, outlet volume and locality income.

Number of shoppers or consumer in the given universe. Coca cola attract the population by executing the following activities. Bringing the cooler at the entrance.

Fixing the standee, sign at the entrance. Fixing the combo Board at the entrance.

How coca induce for the incident? BY putting cooler in prime position. By keeping the cooler pure & clean. By doing Rack Display. By fixing combo Board. By doing Table activation. Counter Top Display. Outlet Activation According to RED (Right Execution daily)

RED (Right Execution Daily): It means to maintain the visional according to a fix set of coke product, which is known as COLOJ-K, it means the set, will follow a particular brand order. Thums-Up will take first place after t.4.at sprite or Limca , Fanta, Maaza and water or soda will take this RED also take care of the S.G.A ( Sells Generating Assets) Activation - Activation means doing things in and around the coke outlet that triggers Consumption / Purchase of Coca-Cola Products.

The important parts of activation are: Placement of visicooler at Itot spot location Availability of the products. Right location of display racers Impactful Communication of price message The visicooler standards of all the channels

Low Diamond Gold Silver Bronze 20c/s 7c/s 4c/s Ice Box

Medium 20c/s 9c/s 4c/s Ice Box

High 20c/s 9c/s 7c/s Ice Box

To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets and benchmarks it on the prescribed Merchandising standards of RED. A monthly report is send to Hindustan Coca- Cola Beverages Private Limited. The report is called as To create the Red Report A.C. Nielsen asks a set of question from the retailers which are as follows:

Related to Visicooler:

Is Cooler in the Hot Spot Location? Does it have all the products of Coca-Cola available? Is the display of the Coca-Cola display of the products in a standard such as sprite, Thums up, Maaza, Fanta and Limca",) Is coler working properly? Is the cooler pure? Related to Price Communication:

Is there proper price display of the products? Related to product availability:

All the brands should be present in the every distribution channel but main concern is that 300 ml should be present in the every channel and 600 m1 and 1.5 liters per bottles should be present in the Eating and. drinking, convenience and Grocery shop.

REVIEW OF LITERATURE
A literature review discusses published information in a particular subject area, and sometimes information in a particular subject area within a certain time period. A literature review can be just a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. A summary is a recap or the important information of the source, but a synthesis is a re-organization, or a reshuffling, of that information. It might give a new interpretation of old material or combine new with old interpretations. Or it might trace the intellectual progression of the field, including major debates. And depending on the situation, the literature review may evaluate the sources and advise the reader on the most pertinent or relevant. Purpose of review of Literature is to provide a backdrop of the present study. It is the context to wfi1ch our present study can be referred to determine its relevance Coca Cola was established in 1886, and through all of the rough times and competition, is still one of the top refreshment brands today. nearly 1.6 billion They own 4 of the worlds top 5 nonalcoholic consumers a day, and they have more sparkling beverage brands, they operate in 200+ countries, they serve than 3,000 products. (Coca Cola Company, 2009). Why would a company this big, and this status, smart. Their successful upgrade their Because theyre and start using social media?

Coca-Cola mission is to refresh the world, to inspire

moments of optimism, and to create value and make

a difference. If not anything else, the steps that Coke has taken this past year should have given them many moments of optimism. and to create value and make a difference. If not anything else, the steps that Coke has taken this past year should have given them many moments of optimism. 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 reachin 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 CocaCola 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. Besides a blog, Coke also has an individual Twitter page for each product, a LinkdIn profile, a Facebook Fan page, and their pwn person widget, CokeTag. CokeTag was released because they believe that connecting people and giving them a way to share what matters is one of the many things that helps define The Coke Side of Life. (CokeTag,

2009).

The Facebook fan page was created by two users who liked Coke. What started as a fan page for fun, turned out to be the largest product fan page on Facebook. Coca Cola, instead of taking over the page and making it their own, rewarded the fans by bringing them to Atlanta and giving them a tour of the Coke facility. The fan page remains theirs, but now they have the blessing and help of Coca Cola. By empowering the fans page, to keep their a fan Coke ensures passionate page owner. The

Coca Cola marketing team was also smart enough to realize that letting others know what happened here would work in their favor. The fan page creators were told to make a video of the history behind the fan page, and how Coke had reached out to them and rewarded them for this. (Balwani, 2009) Part of the ACTION PLAN FOR HARNESSING THE POW ER 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 stories, and of course make it interesting. new items, keeping a close eye on their followers, rewarding those that gice them press, and continuing on based on their target audiences reactions. Coke has made this new media campaign come full circle, and they dont seem to be anywhere near done yet. (Scott, is also 2007). stated that you should write for your audience using examples and Throughout this year, Coke has done an amazing job of launching

SCOPE OF THE STUDY


1. The main scope of study is to understand the impact of S.G.A (Sells Generating Assets) on sell. 2. To increase RED score of the outlet. 3. To fill the gap of activation element in different RED outlet. 4. To make a platform for market developer to work on difficult RED outlet.' 5. To analyse the work of the market developer.

RESEARCH METHODOLGY:The methodology used to analyse the project is mainly based on survey method and this survey was conducted through Questionnaires and it also include direct contact with grocery retailer, convenience store, eating and drinking and consumer. For survey sample size was taken from different location of LUCKNOW and it was coveted with the help of market developer and key account manager of the advance sales & services Private Limited. The sample collected from two hundred fifty outlet of Grocery, Convenience and Eating & Drinking.

Research design:A research design is purely and simply the work or plan for a study that guides the collection and analysis of the data. I have chosen descriptive research design for study 6. Sampling:Sampling studies are becoming more and more popular in all types of mass study. The result of sampling has attained a sufficiently high standard accuracy.

Sample Design: Non random sampling Size of sample: 110 Productive=35 Non productive=75 Total=110 Productive=32% Non Productive=68% Total=100%

OUTLET SURVEYED

productive 35 32%

productive non productive

non productive 75 68%

GRAPHICAL PRESENTATION OF THE OUTLET SURVED

OUTLET SURVEYED
100-110

90-100

80-90

70-80

60-70 NON-PRODUCTIVE PRODUCTIVE 5060

40-50

30-40

20-30

10-20

10

SOURCES OF DATA COLLECTION:The data are collected from primary and secondary sources.

PRIMARY SOURCES: Gather information through Questionnaire. Direct interview with Grocery outlet, Convenience store, Eating and drinking and consumer. SECONDARY SOURCES:1. Internet Sites 1) www.Coca-Cola.com, 2) www.wikipedia.com, 3) www.coca-colaindia.com 4) Activation booklet of the Coca-Cola. 5) RED tracker of the market developer. 6) Magazines - Business World Management and Technology Computer software:Microsoft excel 2010 Microsoft word 2010

VARIABLE: Independent Variable - Dealer, Retailer, Wholesaler, and Customer are satisfied.

1.3.3- Hypothesis Price increase and decrease according to demand and market situations.

LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations:

1) The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. 2) The area of survey was Lucknow district and it was concentrated on urban area only. 3) The psychological condition varies from place to place because in many places outlet owner was not supportive.

4) The training was carried on in the peak season so market developer was not so supportive. 5) Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer. OBSERVATION 1) 2) 3) 4) 5) 6) 7) To collect order each and every outlet. To cheque visi-cooler with 100% purity. To see a soft drink in Brand Order. To see every outlet is this soft drink present in display rack. To see every outlet visi- cooler will present in prime location. To visit every outlet in regular basis. To go every outlet and listen any problems in visi- cooler and soft drink to be noted in complained diary. 8) 9) To see each and every outlet worked in better condition. To see as a Market developer (M.D) every outlet full fill in terms and conditions with visi-Cooler. 10) To see as a Market developer (M.D.) if any outlet will not selling your product than you asked why you are not selling in my product. Then you give advice to outlet.

PROBLEMS

1. Lack of pure visicooler .Purity level is worse condition because lean season. 2. Activation Problem. 3. During lean season there is lack of special offer to promote selling. 4. Availability standard in outlet is not according to terms and conditions of the company. 5. 5.There is number of unsatisfied red outlet with admission . 6. 6.M.M.P.O is vanished from outlet. 7. Pepsico product is main competitor in market. 8. In most outlet kinley water and soda is least preferred brand

DATA ANALYSIS AND FINDING

Questionnaire

Outlet Type :

E&D

Grocery

Convenience Location :

Outlet Owner : ..

................

MD Name. : . NO ACTIVATION 1. Number of outlets needs activation elements? Activated= 35 Not activated=75

Contact

Activati on

activation required 35 32%


activation required activation not required

activation not required 75 68%

PURITY:-

2. Number of outlets having purity? Pure- 28 Unpure-82

Puri ty

Pure 28 25%

Pure Impur e
Impure 82 75%

PRIME POSITION 3. Number of outlet located at prime position? Prime position-25 No prime position-85

PRIME POSITION

At prime position 25 23%

At prime position Not at prime Position

Not at prime Position 85 77%

TRADE CHANNEL:-

4. Distribution of trade channel

Convenience- 69

Grocery- 21

E&D- 20

TRADE CHANNEL
E&D 20 18%

Grocery 21 19%

Convenie nce Grocery E&D


Convenience 69 63%

VISI COOLER:-

5. Distribution of Visi cooler in the market 2vc- 4, 4vc- 26, 7vc- 75, 9vc- 35, 11vc- 8, 20vc- 2, 30vc- 0

VISI COOLER
11VC 0.05 5% 9VC 0.23 24% 20VC 0 0% 2VC 0.03 3%

4VC 0.17 17%

7VC 0.5 51%

VPO CLASS:-

6. Volume wise distribution Diamond-35, Gold- 27, Silver- 84, Bronze- 2

VPO CLASS
DIAMOND GOLD SILVER BRONZE

BRON ZE 2 1%

DIAMOND 35 24%

SILV ER 84 57 %

GOLD 27 18%

GOD REQURIED:-

7. Number of outlet need GLASS ORDER DEMAND God required- 100 No required- 11

GOD REQUIRED
YES NO

GOD REQUIRED NO 15 10%

GOD REQUIRED YES 135 90%

FINDINGS

o 32% outlet from the sample of 110 outlets which have sufficient activation elements but remaining 68% outlets are not fully activated. o 25% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of Coca cola are placed and 75% of outlets dont keep visi cooler pure. o 23% of visi cooler are at prime position where consumer can see our product and choose as per there need. o 63% outlets are convenience store, 18% are under the E&D and remain under 19% are glossary shop. o 41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4% outlets have 11vc, and few outlets have 2vc and 20vc. o 57% market cover under the silver categories where as remaining 24%, 18%, 1% are under diamond, gold, bronze respectively. o 10% outlets dont have a sufficient number GOD that they can create stock pile according to the visi coolers provided to them and 90% are those outlets which have sufficient number of GOD.

SUGGESTION We must visit all RED outlets where the activation elements are missing and it must be activated immediately. We must visit all those outlets and arrange the product according to COLOJ-K where are products are not placed in the visi cooler according to COLOJ-K. All the MD needs to visit all the red outlets regularly to keep the visi cooler pure. Prime position of visi cooler enhances the visibility of the product which help consumer to choose the product and sometimes it influences the customers to switch over from similar product. We should try the increase sell of outlets so that maximum outlets convert into upgrade class. We need to put effort to increase the required number of GOD as per the visi cooler size that they can keep 3day stock to meet the demand.

Conclusion
Coca-Cola is the leading soft drink brand in Patina region & most selling brand in the region is THUMPS UP, SPRITE AND MAAZA. According to most of the outlet owners the product which is seen is sold i.e. "JO DIKHTA HAI WOH BIKTA HAI".

Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drink by customer. Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays a major role in increasing sell of the soft drink.

Supply of product as well as stock keeping unit is not up to the mark

Recommendation We can sum the recommendations in brief as follows: Aggressive Marketing Regular visit to distributors Sales promotion and advertising to be made more frequent for brand building. Communications should be improved. Fulfil the Demand of product by company. In the fields sales situation. Sales persons work independently and away from the office. Good communication requires interaction between those preparing and those receiving reports. A good sales reporting system provides both for communication from the field to office and form office to the field. Sales reports provide data for evaluating performance. Company should make plans for better performance to the sales man. Company should be implementing the customers suggestions and complaints about products, service policies, price changes, advertising companies etc. Company should gather information of competitors activities. Transportation confers time utility and place utility to the product. It determines the companys customer service; it has also crucial bearing on the other elements of physical distribution and marketing .

BIBILOGRAPHY:-

Reference: Books Marketing Research Marketing Management Research Methodology Websites: a) www.quickmba.com b) www.indiacom.com c) www.yellowpages.com d) www.coca-colaindia.com Authors :Naresh Malhotra :Philip Kotler :C. R. Kothari

QUESTIONN AIRE I, SYED MOHD FAISAL of MBA ALIGARH MUSLIM UNIVERSITY,CAMPUS MURSHIDABAD doing summer internship project on A COMPARATIVE STUDY OF HORIZONTAL EXPANSION at COCA COLA LTD.LUCKNOW(U.P.) as a part of study. I request you to provide the required information for the completion of my study. I promise that the information is used exclusively for academic purpose only. Name of wholesaler/retailer/agency.. ... Address:-. Contact: - PhoneMobile No... ... Q.1 which brand of you sell? a) Coca Cola b) Pepsi Q. 2 Do customers prefer to buy such brand beverage, which is very much advertised? a) Yes b) Somewhat c) Cant say d) No Q. 3 Do customers consider brand image as a preference to buy beverage? a) Yes

b) Some what c) Cant say d) no

Q.4 While buying beverage, what does customers give more preference to? a) Quality b) Price c) Brand d) Others Q.5 In your opinion which of the following a ertisement method is the most effective? a) Hoarding and Banners b) Wall painting c) T.V. advertisement d) Advertising in Newspaper Q.6 which the company who provide the most giveaways to dealer /retailer . a)Coca Cola b) Pepsi Q.7 are you satisfied our pop & giveaways items. a) Yes b) No c) Cant say a) Size b) Design c) d) Some what Q.8 what is most attractive to you in our hoardings. pop &

Colours d) Visibility

Q.9 with which brand of beverage customer are satisfied? a) Coca Cola b) Pepsi Q.10 which of the following brands has the most effective sales promotion scheme? a) Coca Cola b)Pepsi Q.11 under the following, which the method is the most useful method for sales promotion? a) Prizes b) Gift c) Coupons d) Free sample e) Others Q.12 what are the attractive schemes promoted by beverage for dealers for enhancement of sales in comparison to other companies? a) Meet Dealer b)

Sub- Dealer c) Gift Item d) Foreign journey Q.13 which is the most useful sales promotion strategy for selling of beverage brand? a) Push strategy b) Pull strategy c) Combination of both

Q.14) Do you think brand endorser affects buying decision in favor of a particular brand of beverage? a) Yes b) No Q.15) Rate in shop branding of coca cola comparison with pepsi brands? a) Very good b) Good c) Neutral d) Poor Q.16) Tell me what the demand of coca cola is? a) Very good b) Good c) Neutral d) Poor Q.17) How is our dealer shop branding compare to other(factors taken care) board, poster, painting, POP(power of purchasing) distribution? a) Excellent b) good Good d) Satisfactory e) Poor Very c)

Q.18) Availability in market? a) Very good b) Good c) Neutral d) Poor Q.19) Suggest new medium which can be opted for brand promotion? 1) 2) 3) Q.20) Suggestion /comments (if any) Q.21) Visi cooler size?

a. 4vc b. 7vc c. 9vc 22) VPO class? d. Bronze e. Gold 23) Location of SGA? i. Prime a. Yes b. No

d. 11vc e. 20vc f. 30vc

f. Silver g. Diamond

24) Brand order a. Yes b. No

25)Purity? a. Yes b. No 26) Activation element available? a. Yes b. No

27. Do you agree that RED helps in Developing a better market by developing an outlet?

h. Yes i. No

29. Our Comment on RED

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