Chapter 1 Company profile

1 History & Development

2 Company setup of Coca-cola India
3 Product & Branding
4 Coke plant in Patna
5 Business plan model
6 Mission, Vision & Value

Coca-Cola, the product that has given the world its best-known taste was
born in Atlanta, Georg ia, on May 8, 1886. Coca-Cola Company is the
world‟s leading manufacturer, marketer and distributor of non-alcoholic
beverage concentrates and syrups, used to produce nearly 400 beverage
brands. It sells beverage concentrates and syrups to bottling and canning
operators, distributors, fountain retailers and fountain wholesalers. The
Company‟s beverage products comprises of bottled and canned soft drinks
as well as concentrates, syrups and not-ready-to-drink powder products. In
addition to this, it also produces and markets sports drinks, tea and coffee.
The Coca-Cola Company began building its global network in the 1920s.
Now operating in more than 200 countries and producing nearly 400 brands,
the Coca-Cola system has successfully applied a simple formula on a global
scale: “Provide a moment of refreshment for a small amount of money- a
billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the world.
More than anything, that system is

dedicated to people working long and hard to sell the products manufactured
by the Company. This unique worldwide system has made The Coca-Cola
Company the world‟s premier soft-drink enterprise. From Boston to Beijing,
from Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to thirsty consumers around the globe. For
more than 115 years, Coca-Cola has created a special moment of pleasure
for hundreds of millions of people every day. The Company aims at
increasing shareowner value over time. It accomplishes this by working with
its business partners to deliver satisfaction and value to consumers through a
worldwide system of superior brands and services, thus increasing brand
equity on a global basis. They aim at managing their business well with
people who are strongly committed to the Company values and culture and
providing an appropriately controlled environment, to meet business goals
and objectives. The associates of this Company jointly take responsibility to
ensure compliance with the framework of policies and protect the
Company‟s assets and resources whilst limiting business risks. The
biz.system of coca-cola in India directly employs approximately 6,000
people, & indirectly creates employment for many more related industries
throw our wash procurement, supply and distribution system. The vast
Indian operations comprise 25 companies owned bottling operations & 24
franchises –owned bottling operations. The apart a network of contract
packers also mfg. a range of the product for company. On the distribution
front, 10 tone trucks, open-bay three wheelers that can navigate the narrow
alleyways of Indian cities, ensure that our product available in each corner of
the country. The coca cola is responsible for the mfg. distribution & sales of
product across the country.

HISTORY OF SOFT DRINK IN INDIA The first brand of soft

drink Gold spot established 53 years ago. Before all empowering Coca-Cola entered the
country to dominate the soft drink market, the history of soft drink in India is quite
drinking old. Down the ages, people consume soft drink to give them a refreshing feeling.
Gold spot is considered as the first brand of soft drink in India, it was introduced in 1965.
Coca- cola at the same time entered the Indian mark t .and dominated the whole market.
It faced no though competition from the domestic market. Due to certain circumstances
the Coca cola Company discontinued its operations in India. In 1993 Coca Cola was
launched in Agra (India) again with a slogan of "OLD WAVE HAVE COME AGAIN"
Joining the hand with Parle export Pvt. Ltd., The Company was trying its best to regain
prestige which it had before. At present only Coca Cola and Pepsi Food are giving tough
competition to each other. Coca Cola was the first foreign drink came in India in the year
1965. Coca cola had a very good beginning in the Indian market and it hardly faced any
competition in India. The marketing people did not even require advertising Coca Cola.
This extra ordinary success of soft drink could be attributed to following factors. Later in
1970, it introduced Limca a lemony soft drink. Before limca they had tentatively
introduced by Cola-Pepsi which they had to withdraw soon in the face battering
confrontation with Coca-Cola. The Indian drink had a significant opportunity in 1977
when Coca Cola decided to wind up its operation rather than bowing to the government
of India insistence of dilution of equity.

HISTORICAL BACKGROUND OF COCA COLA Coca Cola

is a very popular cola (a carbonated soft drink) sold in stores and restaurants in more than
200 countries. lt is produced by the Coca-cola Company which is also often referred to as
simply Coca cola or coke. Coke is one of the world's most recognizable and widely sold
commercial brands; its major rival is Pepsi. Originally intended as a patent medicine
when it was invented in the 19th century, Coca-cola was bought out by businessman Asa
Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft
drink market throughout the 20th century. The Coca -cola Company owns and markets
other soft drinks that do not carry the Coca -cola branding, such as Sprite, Fanta, and
others. Coca cola was invented. In Atlanta, Georgia, by John S. Pemberton, originally as
a coca wine caned Pemberton's French, Wine coca in 1885. He was ' inspired by the
formidable success of European Angelo Mariani's coca wine Mariani. '

PRODUCT HIGHLIGHT The world's favorite drink. The world's most

valuable brand. The most recognizable word across the world after OK. 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 non-alcoholic 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 more people, even in the
remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving cinema
industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring
the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in
Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and
Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca
Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand
to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5
across the country and this pricing initiative together with improved distribution ensured
that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various
celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath,
Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand
ambassadors are Aamir Khan and Hrithik Roshan.
Glass PET Can
200ml, 300ml 600ml, 1.2L, 2L, 2.25L, 6 330ml

Thums Up 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.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.
Glass PET Can
200ml, 300ml, 600ml, 1.2L, 2L, 2.25L, 330ml

“Lime „n‟ Lemoni” Limca, Derived from “nimbu” + “jaisa”.. Hence “lime sa”. Limca
has been lived up to its promise refreshment and has been the original thirst choice of
millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as
the No.1 Sparkling Drink in the cloudy lemon segement.

Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of the
favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the
Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting taste and
tingling bubbles taste that not just up lifts feelings 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.
Glass PET Can
200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml

Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today it grown to be one of the fastest
growing soft drinks, leading the clear lime category. Today Sprite is perceived as youth
icon, why? With a strong appeal to the youth, Sprite has stood for a straight forward and
honest attitude. Its clear crisp refreshing taste encourages the today‟s youth to trust their
instincts, influence them to be true to whom they are and to obey their thirst.
Glass Pet Can
200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml

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 fruit category. Over the year, brand Maaza has
become synonymous with Mango. This has been the result of such successful campaigns
like „Taaza Mango, Maaza Mango” and “Botal Mein Aam, Maaza hai Naam” consumers
regard Maaza as wholesome, natural, fun drink which delivers the real experience of
fruit. The current advertising of Maaza position it as an enabler of fun friendship
moments between moms and kids as moms trust the brand asn the kids lovew its taste.
The campaign builds on the existing equity of the brand and delivers a relevant emotional
benefit to the moms rightly captured in the tagline “Yaari Dosti Taaza Maaza”.
Glass Tetra Mobile Pet
200ml, 300ml 200ml 600ml 1.25ml

Minute maid Pulpy orange The brand launched in its internationally successful
minute maid pulpy Orange “ avatar is a naturally refreshing juice drink which offers an
Unmatched taste experience to consumers due to the presence of real „orange pulp” This
innovative consumer proposition is best explained by The brand tagline “Refreshing
orange, surprisingly pulpy”. Minute maid Pulpy orange has been made available in two
PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.
MOBILE Pet
250ml,400ml 1.l

Water a thirst quencher that refreshes, a life giving force that washes all the toxins away.
A ritual purifier that cleanses, purifies, transforms. 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, be it as part of everyday rituals or as 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 from 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. That‟s why we go through
rigorous testing procedures at each and every location where Kinley is produced. Because
we believe that right to pure, Safe drinking water is fundamental. A universal need, that
cannot be left to chance.

BUSINESS PLAN MODEL DISTRIBUTION NETWORK HCCBPL 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 it is needed by them.

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
HCCBPL for distribution of products are as follows:
1 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.

1 Future Consumption: This route consists of outlets of Coca-Cola 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, instead as and when required stocks are
stacked up by them so as to avoid shortage or non-availability of the product.

Examples: Departmental stores, Super markets etc.

1 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.

1 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
1 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.

1 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)

1 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:
1 Distribution Department: It appoints distributors and establishes a distribution
network, processes approved sale orders and prepares invoices, arranges logistics and
ship products, co-ordinates with distributors for collections and monitors distribution
stocks and their set-up.

1 Finance Department: It checks credit limits and approves sales orders in

compliance with the credit policy followed by the firm, records collections from
distributors,
1 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 :-

O
ur 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.
1 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.
1 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. Coca-Cola is guided by shared values that both the employees as
individuals and the Company will live by; the values being:
1 LEADERSHIP: The courage to shape a better future

1 PASSION: Committed in heart and mind

1 INTEGRITY: Be real

1 ACCOUNTABILITY: If it is to be, it‟s up to me

1 COLLABORATION: Leverage collective genius

1 INNOVATION: Seek, imagine, create, delight

1 QUALITY: What we do, we do well
FIGURE 2: VISION FOR SUSTAINABLE GROWTH

Chapter 2
1 Competitors to HCCBPL
2 Customer
3 Organization Chart

COMPETITORS TO HCCBPL
The competitors to the products of the company mainly lie in the non-alcoholic beverage
industry consisting of juices and soft drinks. The key competitors in the industry are as
follows: :
1 PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for the World's # 2,
carbonated soft-drink maker. The company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the company's only
beverage; PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water.

1 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.

1 Nestlé: 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.

1 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.

Chapter 3
1 Segmentation Model
2 What is red account?
3 Review of literature

1
2
3
4

5
6
7 Production process
8 Product range
9 Pack profile
10 Product

Outlet Structure of the Coca Cola in India

The outlets can be classified as per three criteria :
1 Consumption Pattern
2 Volume Pattern
3 Shoppers Profile

SEGEMENT
1 A) E & D
2 B) Convenience
3 C) Grocery
1 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.
1 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.
1 C) Grocery : –

Those outlets where people visit to purchase food grains and any of such things for future
consumption and called as Grocery shops.
Based on Volume Pattern
According to the volume sale in the outlets the company has adopted a unique policy of
categorizing the outlets in four different segments such as:
1 DIAMOND
2 GOLD
3 SILVER

1 BRONZE

DIAMOND
Those outlets, which give an annual sale of Coca - Cola products more than 800 carats.
GOLD
Those outlets, which give an annual sale of Coca - Cola products less than 200 carats
SILVER
Those outlets, which give an annual sale of Coca - Cola products between 200 to 499
carats.
BRONZE
Those outlets, Which give an annual sale of Coca':-Cola products less than 200 carats
RED: A RIGHT EXECUTION DAILY
1.CONCEPT OF RED: Hindustan coca cola Beverages pvt.Ltd. India division Under
Eurasia Operating Group 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: World
wide 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. It‟s 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 poatfolio of quality
beverages.
0 1. Market segmentation under RED.

Coca cola company‟s market can be segmented in RED along 3 lines- channel 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.
1 Bringing the cooler at the entrance.
2 Fixing the standee, sign at the entrance.
3 Fixing the combo Board at the entrance.

How coca induce for the incident?

1 BY putting cooler in prime position.
2 By keeping the cooler pure & clean.
3 By doing Rack Display.
4 By fixing combo Board.

1 By doing Table activation.

2 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:
1 Placement of visicooler at Itot spot location Availability of the
products.
2 Right location of display racers
3 Impactful Communication of price message

The visicooler standards of all the channels

Low Medium High
Diamond 20c/s 20c/s 20c/s
Gold 7c/s 9c/s 9c/s
Silver 4c/s 4c/s 7c/s
Bronze Ice Box Ice Box 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:
1 Is Cooler in the Hot Spot Location?
2 Does it have all the products of Coca-Cola available?
3 Is the display of the Coca-Cola display of the products in a standard such as
sprite, Thums up, Maaza, Fanta and Limca",)
4 Is coler working properly?
5 Is the cooler pure?

Related to Price Communication:

1 Is there proper price display of the products?

Related to product availability:

1 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 litters
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

Chapter 4
1 Objective of study
2 Scope of study

OBJECTIVE OF THE STUDY 1) To know the reason behind low

RED (Right Execution Daily) score. 2) To know the availability of activation element in
RED outlet. 3) To know the problem in the distribution of activation element. 4) To
identify suitable activation element according to the outlet's location. 5) To know the
impact of activation element on sell when keep it outside. 6) To know the impact of
activation element on customer. 7) To help M.D. (Market Developer) in outlet activation.
SCOPE OF THE STUDY
1 1. The main scope of study is to understand the impact of S.G.A (Sells
Generating Assets) on sell.
2 2. To increase RED score of the outlet.
3 3. To fill the gape of activation element in different RED outlet.
4 4. To make a platform for market developer to work on difficult RED
outlet.'
5 5. To analyze the work of the market developer.

Chapter-5
1 Research Methodology
2 Limitation
3 Observation
4 Problem

RESEARCH METHODOLGY
The methodology used to analyze 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 Patna and it was coveted
with the help of market developer and key account manger of the Hindustan Coca-Cola
Beverage Private Limited. The sample collected from two hundred fifty outlet of ;leach
Grocery, Convenience and Eating & Drinking. So total size of the sample ~as five
hundred. The number of interviewed was four hundred. 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 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: 250
SOURCES OF DATA COLLECTION
The data are collected from primary and secondary sources.
1 PRIMARY SOURCES
2 Gather information through Questionnaire.

1 Direct interview with Grocery outlet, Convenience store, Eating and drinking and
consumer.

1 SECONDARY SOURCES
2 1. Internet Sites - www.google.com,

www.Coca-Cola.com,
www.wikipedia.com,
www.coca-colaindia.com
1 2. Activation booklet of the coca-cola.
2 3. RED tracker of the market developer.
3 4. Magazines - Business World Management and Technology

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:
0 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.
1 2) The area of survey was Patna district and it was concentrated on urban area
only.
2 3) The psychological condition varies from place to place because in many places
outlet owner was not supportive.
3 4) The training was carried on in the peak season so market developer was not so
supportive.
4 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 1) To collect order each and every outlet.
2 2) To cheque visi-cooler with 100% purity.
3 3) To see a soft drink in Brand Order.
4 4) To see every outlet is this soft drink present in display rack.
5 5) To see every outlet visi- cooler will present in prime location.
6 6) To visit every outlet in regular basis.
7 7) To go every outlet and listen any problems in visi- cooler and soft drink to be
noted in complaine diary.
8 8) To see each and every outlet worked in better condition.
9 9) To see as a Market developer (M.D) every outlet full fill in terms and
conditions with visi-Cooler.
10 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 advise to
outlet.

PROBLEM 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.There is number of unsatisfied red outlet with admission . 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.

Chapter 6
1 Data analysis
2 Finding
3 Suggestion

DATA ANALYSIS AND FINDING Questionnaire

Outlet Type : E & D Grocery Convenience Outlet Owner : ……………………................
Location : ………………………….. MD Name. : ………………………………….
Contact NO………………………… ACTIVATION
1 1. Number of outlets needs activation elements?

Activated= 190 Not activated=60

76%24%ACTIVATIONYESNo

BRAND ORDER
1 2. Number of outlet following brand order?

Brand order-168 No Brand order-82

PURITY
1 3. Number of outlets having purity?

Pure- 172 Unpure-78

PRIME POSITION
1 4. Number of outlet located at prime position?
Prime position-167 No prime position-83

TRADE CHANNEL
1 5. Distribution of trade channel

Convenience- 206 Grocery- 16 E&D- 28

1 7. Volume wise distribution

Diamond-57, Gold- 56, Silver- 135, Bronze- 2

GOD REQURIED
1 8. Number of outlet need glass order demand

God required- 231 No required- 24

FINDINGS
0 o 76% outlet from the sample of 250 outlets which have sufficient activation
elements but remaining 24% outlets are not fully activated.
1 o In our study it is revealed that 67% from the selected outlet follow the Brand
Order COLOJ-K, but remaining 37%are not following the brand order.
2 o 69% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of
Coca cola are placed and 31% of outlets don‟t keep visi cooler pure.
3 o 67% of visi cooler are at prime position where consumer can see our product
and choose as per there need.
4 o 83% outlets are convenience store, 11% are under the E&D and remain under
6% are glossary shop.
5 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.
6 o 54% market cover under the silver categories where as remaining 23%, 22%,
1% are under diamond, gold, bronze respectively.
7 o 91% outlets don‟t have a sufficient number GOD that they can create stock
pile according to the visi coolers provided to them and 9% are those outlets which have
sufficient number of GOD.

SUGGESTION
1 We must visit all RED outlets where the activation elements are missing and it
must be activated immediately.
2 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.
3 All the MD needs to visit all the red outlets regularly to keep the visi cooler
pure.
4 Prime position of visi cooler enhances the visibility of the product which help
consumer to choose the product and some times it influences the customers to switch
over from similar product.
5 We should try the increase sell of outlets so that maximum outlets convert into
upgrade class.
6 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.

Chapter 7
1 Conclusion
2 Recommendation

Conclusion
1 Coca-Cola is the leading soft drink brand in Patina region & most selling
brand in the region is Thumps Up, Sprite and Maaza.

1 According to most of the outlet owners the product which is seen is sold i.e.
"Jo Dikhta Hai Woh Bikta Hai".

1 Prime position of Visi-cooler outside the outlet plays an important role in the
selection of the soft drink by customer.

1 Few activation elements like Table Top, Glow Shine Board, Hanger; Road
Stand plays a major role in increasing sell of the soft drink.

1 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 :
1 Aggressive Marketing
2 Regular visit to distributors
3 Sales promotion and advertising to be made more frequent for brand building .
4 Communications should be improved. Fulfill the Demand of product by
company . In the field‟s sales situation. Sales persons work independently and away from
the office .
5 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.
1 Company should make plans for better performance to the sales man.
2 Company should be implement the customers suggestions and complaints about
products, service policies, price changes, advertising companies etc.
3 Company should gather information of competitor‟s activities. Transportation
confers time utility and place utility to the product. It determines the company‟s
customer service; it has also crucial bearing on the other elements of physical distribution
and marketing.

ANNEXURE
Questionnaire
Outlet Type : E & D Grocery Convenience Outlet Name : ……………………................ Location :
………………………….. MD Name………………………………
1 1. Visi cooler size?
1 a. 4vc
2 b. 7vc
2 d. 11vc
3 e. 20vc
1 c. 9vc f. 30vc

1 2. VPO class?

0 a. Bronze
1 b. Gold

0 c. Silver
1 d. Diamond

1 3. Location of SGA?
1 i. Prime
2 a. Yes
3 b. No

1 4. Brand order
2 a. Yes
3 b. No

Purity?
0 a. Yes
1 b. No

1 5. Activation element available?

2 a. Yes
3 b. No

1 6. Number of god?

………………………………………
1 7. Per day selling?

………………………………………………………….
1 8. Do you agree that RED helps in “Developing a better market by developing an outlet”?
0 a. Yes
1 b. No

1 9. our Comment on RED