Beruflich Dokumente
Kultur Dokumente
RESEARCH REPORT
SUBMITTED TOWARDS PARTIAL
FULFILLMENT
OF
Submitted By : Submitted To :
Pravindra Kumar Dr. Prashant Srivastava
MBA 4th SEMESTER H.O.D. -MBA Deptt.
SESSION: 2004-2006
For Hindustan Coca-Cola Co. Pvt. Ltd.
JANHIT INSTITUTE OF EDUCATION & INFORMATION,
GREATER NOIDA
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PREFACE
Practical and Theory are the two aspects of Management education. The practical training
in the domain of management courses has received vital importance. It exposes to the
potential manager towards the actual work situation and gives a student rich insight into
what practically is going on inside the industries, infect it is the implementation of theory
into practices which is the life force of management.
Two months practical training is an obligatory requirement for the M.B.A. It was of great
advantage to receive practical training in Hindustan Coca-Cola Marketing Company
Pvt. Ltd. at Delhi Branch office. The management of the company offered an excellent
learning situation.
There have been considerable changes in the technology, operation and structure of the
industry due to globalization, mergers, environmental issues and available fiber sources,
and new challenges being posed by the changing customer satisfaction levels and multiple
market requirements are forcing industry to adapt to new solutions.
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ACKNOWLEDGEMENT
(PRAVINDRA KUMAR)
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TABLE OF CONTENTS
Page No.
Preface 3.
Acknowledgement 4.
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2.8 Strategy adopted by Coca-Cola
5.Interpretation 80
6.Findings 83.
EXECUTIVE SUMMARY
Doing this project was a great experience. The Coca-Cola in India has set up an
independent organizations which is H.C.C & B.C.C. with a capital of 350 U.S.$ each by
virtue of sellout decision of the passed managing director Sh. S.C.Agarwal.
Present soft drink boon in India was attributed to the legacy of Coca-Cola, which was
there in India till 1977. In toady’s market the Coca-Cola hold a 62% market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
Being a capital & biggest business center of India I choose the area of Delhi to conduct my
study and to get lot of exposure & various opportunities to meet different kind of
customers. This project has been under taken to study the availability of complete range of
Coca-Cola products to retail outlets.
To conduct the detail study of my project, I worked for a distributor in south Delhi. During
the training period I covered the whole market of center Delhi and gathered the
information from retail outlets regarding the availability of whole range of Coca-Cola
products. After getting the information, I list out those retail outlets and getting the
response regarding the various promotional schemes of coke and other.
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PROFILE OF COCA-COLA
INDIA LIMITED
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INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there
in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca,
Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush
Various national & multinational firms are engaged in soft drink market due to increase in
its demand day by day. As far as INDIA soft drink market is concerned there are major
company’s engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian
Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American
soft drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory
taste then Coke. Where as Coca-Cola major selling point was more drink for the same
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During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale
was started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation
for merchandising. He and his staff recognized that the main hope lay transforming Pepsi
By 1955 all Pepsi’s major weakness had been overcome, resulting sales had climbed
substantially. These actions from 1955 to 1960 led to a considerable sales growth for Pepsi.
In India another company engaged in soft drink market is Coca-Cola. It is one of the most
widely known, accepted and admired trademarks of the world. Coca-Cola was their in
India till 1977, when the Indian Government banned it due to strong resentment against
multinational company’s Coca-Cola was re-launched again in India in September 1993 at
“HATHRAS” near Agra. The India people welcomed the come back of their most loved
Cola in the country with great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up,
Gold Spot, Limca, Citra, Maaza, Soda.
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Soft drink industry is one of the fastest growing industries in India. The basic idea
behind the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
3. The long hot summers in India have increased the consumption of soft drinks.
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COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of
this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
plant has more sophisticated equipments, then the plant at Najibabad.
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CORE BRANDS :
Diet coke: The extension of the coca-cola name began in 1982 with the
introduction of diet coke (also called coca-cola light in some countries). Diet
coke quickly become the number – one selling low –calorie soft drink in the
world.
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GOLD SPOT: this orange cardonate soft drink was introduced in the early
1950c, and acquired by the coca-cola company in 1993, its tangy taste has
been popular with Indian teenagers
THUMPS UP: in 1993, the coca-cola company acquired this brand, which
was originally introduced in 1977. Its strong and fizzy taste makes it unique
carbonated Indian cola.
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BRAND IN INDIAN
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ADVERTISEMENT
&
PUNCH LINE
OF COCA-COLA
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1982 - Coke Is It .
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2. One of the world’s largest signs for coca-cola is located on a hill called
“ELHACHA” in America, Chile. It is 400 feet wide and 131 feet high
and is made from 70,000, 26 ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was
painted in 1894 in Cartersville, Georgia.
5. If all the coca-cola ever produced were in 8- ounce bottles. And these
bottles were distributed to each person in the world. There would be 678
bottles or over 42 gallons for each person.
6. If all the coca-cola ever produced were in 8 – ounce bottles, placed side
by side and end to end to from a lane highway, it would wrap around the
earth 82 times.
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7. If all the coca-cola ever produced were flowing over Niagara fall at its
normal rate of 105 million gallons per second instead of water, the falls
would flow for about a day and a half 38 hours and 46 minutes.
8. the largest representation of the world’s best known package 100 foot
tall glass contour bottle is located at world of coca-cola LOS VEGAQS
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HISTORY
OF
COCA-COLA
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Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–
legged brass kettle in his backyard. He first distributed the new product by carrying Coca-
Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design
or accident, carbonated water was teamed with the new syrup, producing a drink that was
proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name
and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide
today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red
has been a distinctive color associated with the No.1 soft drink brand ever since. For his
efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta
chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his
merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more
than six decades of leadership took the business of commercial success making Coca-Cola
an institution the world over. Coca-Cola begins as a never tonic, but candy merchant
Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages.
He responded to this demand began offering bottle Coca-Cola using syrup shipped from
Atlanta, during a hot summer in 1894.
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HISTORY IN INDIA
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PROMISE BY COCA-COLA
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More then a billion times every day , thirsty people around the world reach for
coca-cola products for refreshment. They deserve the highest
Quality – every time . our promise to deliver that quality is the most important
promise we make . and it involves a world-wide , yet distinctively local ,
network of bottling partner , supplier , distributor and retailers whose success
is paramount to our own. Our investment in local communities in over 200
countries totals billions of dollars in jobs, facilities , marketing, the purchase of
local good and services, and local business partnership. Always and every
where , we pursue continuous innovation in the products we offer the processes
we use to make them, the package we develop and the way we bring them to
market .
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There is growing confusion about what constitutes a health diet. With so mush
conflicting information available about health and nutrition, it can be very
difficult to determine what is accurate and what is not.
The truth is that soft drink and beverages have a place in a healthy lifestyle. A
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing enjoyment.
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THE COCA-COLA-MISSION
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 world wide 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.
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STRATEGIES ADOPTED BY
COCA-COLA
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The Coca Cola Company is global player and approximately 70 percent of its volume
and80 percent of its profit come from outside the United State Of America. Although it was
perceived as a standardized brand across the world, Coca Cola had been quietly fine
turning its international marketing strategies to suit the needs of individual national
markets. Only the brands Coca-Cola, Sprite and Fanta were marketed globally. In Latin
American and Europe, where a heavy consumer preferred existed for lemon lime and
orange sodas. Coke had developed a wide range of formulations and flavors to cater the
needs of different countries. In Indonesia Coke had been selling pineapple and banana
flavored sodas which had been carefully developed to suit local preferences. In Japan,
Coca-Cola had added a coffee drink called Georgia and energy healthy drink named
Aquarius to its product line. In India, the Coca-Cola Company acquired the brands Limca,
Maaza and Thums Up in 1993.
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MARKETING MIX
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PRODUCT: Product mix of coca-cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca-cola is to promote all brands available in
the brand packs and to introduce the product in new flavor is also introduced.
PRICE: Regarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its major competitor or the market leader.
PLACE: the coca-cola company in India is governed from its corporate office located at
Gurgaon in Haryana . It governs the working of five zones covering whole India these
zones are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh
zone . These zones are divided in to various. Plant, which govern the area assigned to
them. The area is the various distribution centers called distributors and C&F agents. Then
come the retailers / customer for the company’s product,
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They receive good from distributor and c&f agent. Finally consumer is there, having the
product from the consumer’s shops or delivered to their home, it is more clearly visible
through this chart. The coca-cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
Speed at which coca-cola has widened its business is really amazing. Distribution network
is the biggest strength of the company.
PROMOTION: this past of the marketing is playing a very vital and important role in
the current situation in India . Looking at the competition and promotion and advertising
budget of both the companies coca-cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca-cola is divided in to top line promotion and below the
line promotion.
Top line promotion includes the promotion designed and done by the company’s
corporate office of gurgaon and the office of Bombay T.V ads , design of banner , and
other p-s done by the company simultaneously all around India with no difference in
designs etc fall in this category . Below the line promotion includes the promotion
schemes, publicity material, POS display done by the company from zonal, plant, sale
manager and area sales manager level. At the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other POS
display.
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EKO
INTRODUCTION
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A large part of our relationship with the world around us is our relationship
with the physical world. While we have always sought to be sensitive to the
environment, we use our resources and capabilities to provide active leadership
on environmental issues, particularly those relevant to our business. We want
the world, we share, to be clean and beautiful. The same sprit of innovation in
bringing you different delicious beverages comes alive in implementation of
our environmental programs.
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Coca-Cola's existence in India or for that matter throughout the world is for
refreshing everybody that comes in contact with us. All our products live up to
this expectation 100 %. What more positive environmental impact a product
can have than creating refreshed minds to take good care of environment?
As a leader in the beverage industry, Coca- Cola India and its business partners
introduced a series of innovation in the areas of production, distribution and
marketing like never before in India.
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We have affected 50% water saving in last seven years of operations and
13% in year 2001. Minimizing water wastage and implementation of
recovery scheme is the key
Several of our plants are zero discharge, utilizing water within premises
only.
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EKO
Operations review capital projects for their potential environmental impact and
take action to address environmental issues.
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EKO
Commitment
Our commitment to protecting and preserving the environment extends
throughout our organization. We believe that having effective environmental
management systems requires the involvement of employees at all levels. Our
officers, managers and employees assume responsibility for daily
implementation of our Environmental Management System.
Business Planning
Operations incorporate environmental management and commitment into
their annual business planning cycles.
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Operations Support
Operations management provides training to help personnel effectively
implement initiatives to meet all applicable requirements.
Company Support
The Company develops training programs to address system wide
environmental topics and provides guidance on implementation.
The Company works with our bottling partners to help them implement, at a
minimum, The Coca-Cola eKOsystem or an equivalent environmental
management system.
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AWARDS ACHIEVED BY
COCA-COLA
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AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
“Golden Peacock Environment Management Award 2004”
The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious
“Golden Peacock Environment Management Award – 2004 (GPEMA- 2004)”
for excellent environment practices and effective control of environmental
impact.
The Dasna unit won this award in the Food & Beverage Industry category for
its environment practices among hundreds of entries received from across the
country. The annual award winner is decided on the basis of a rigorous
assessment procedure, which includes a visit to the facility by a team of
experts.
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO,
Coca-Cola India said, “We are proud to win this coveted award. At Coca-Cola
we are committed to preserve, protect and enhance the environment and this
simple belief guides us in everything that we do. We will continue to further
improve our systems and are confident of making a significant positive impact
on our environment in times to come.”
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The award has been granted after a thorough evaluation of Dasna plant’s
compliance with a WEF prescribed program assessment format over a period of
1 year from 1st April 2003 to 31st Mach 2004 during which several
environmental performance indicators were monitored and evaluated according
to WEF’s stringent parameters: energy use, water use, wastewater discharge,
compliance with Government regulations and resource utilization.
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CARBONATED SOFT DRINK (CSD) INDUSTRY
Industry Structure
The principal retail channel for channels for carbonate soft drink are
supermarkets, convenience store, vending machines fountain service, and
thousand of small outlet. Soft drinks are typically sold in glass bottle and in
plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with
carbonated water for immediate sales.
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ADVERTISEMENT AGENCY
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ADVERTISEMENT AGENCY:
In the year 1991, coca-cola went for more creative advertisements and
split the $ 200million ad account between Mr. . . CAAN ERICKSON and
CREATIVE ARTIST AGENCY (CAA) presently howler. Chaitra leo burnett
handles the coke’s account.
{ India scenario : managing the ad account earlier with a very creative
desirer ting, McCann Erickson managing the to bring out the coca-cola ad
watchers with an Annus Indies” description for the year 1988 – the year that
the Atlanta brand started moving on the thesis that…………. In the once
thunder struck and then choice arm’s reach.
Or getting wall to look red but also about getting the brand’s massage right
through the cortex onto the mind the young India mind.}
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SOFT DRINK MARKET INDIA SCENARIO
India soft drink industry is witnessing a boom time. Its growth rate is
around 20% with which such growth rate, volume could reach billion crates with in 10
years. Three major multinational companies are fighting to grab a major chunk of business
from Indian markets. These three coca-cola, Pepsi, Cadbury. All of these companies have
seen an enormous potential in this country. Consequently, by world standard, Indian per
capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only grow up.
Soft drink industries has already seen and estimated sale of around 240 million crates
higher then last year’s sale of 204 million in 1998. The Main reason for such a high growth
rate heightened competition between coca-cola and Pepsi, Cadbury, bring a new entrant is
for behind.
India is actually more vivid in taste and preference then any other country
market. Delhi jar instance, account for about 20% of total soft consumption in term of
sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is just one soft drink retailer on a
population of 37,600, which is far below the international standard. Where as Philippines
has one soft drink retail counter over a population of 150 people i.e. 4, 00,000 outlet on a
population of 60 million.
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PRINCIPLES
OF
COCA-COLA
INDIA
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PRINCIPLES OF COCA-COLA INDIA
We will conduct ourselves and business activates with the highest standard of
We will recognize the positive contributions that we make individual and team
We will recognize the positives contribution that we makes individual and term
We will encourage a learning environment where the people can constantly grow
We will strive for excellence and seek continue improvement in everything we do.
We will respect the entire stake holder, including employees and suppliers and instill
them with a person to deliver the highest employees and suppliers and instill them
POLICY
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More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...
The 3 A's is the underlying strategy for meeting company goals to increase no. of
consumers. The 3 A's are: -
Availability:
To increase the availability of Coca-Cola products in an improved or innovative new
Packaging, dispensing systems, distribution systems, marketing programs and training and
development programs.
Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the likings,
taste and preferences of the target audience. Acceptability can also be increased through
advertising, sponsorships, promotions; youth market activities, community programs and
other activities.
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INTRODUCTION
TO
PROJECT STUDY
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OBJECTIVES OF STUDY
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OBJECTIVES OF STUDY
1. To check out the availability of several promotional scheme of coca-cola for the
dealers.
2. To find out the retailers response regarding the various promotion schemes of
Coca-Cola and to judge to judge its impact on retailers.
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RESEARCH METHODOLOGY
Problem Definition: -
Research Instruments: -
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Research Technique: -
Questionnaire
1. Name of the outlet?
…………………………………
2. Name of the dealer?
……………………………
3. Are you having ‘Rack charge Karo Mobile recharge karo ` scheme?
Yes No
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10. Which is the most exciting scheme you have participated yet in ‘coca-
cola`.
…………………………………………..
11. Which is the most exciting scheme you have participated yet in
Any other brand?
………………………………………….
13. According to you what should be the duration for these sort of scheme?
One month.
Three month.
Six month.
One year.
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SAMPLING AREA
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Sample Area: -
K.G
MARG,
SHANKAR C. P,
PARLIAMEN GOLE MKT.
MKT.
T STREET
CENTRAL RED
I.T.O LANE, CROSS,
BAL DELHI
RED FORT
BHAWAN
L.N.J.P,
H.C.M LANE, AJMERI GATE
MEERA
BAZAR
DELHI
GATE,
ANSARI
MARKET
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DATA SORTING,
ANALYSING
AND
INTERPRETATION
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Salesman - 117
M.I.T - 8
Visitor - 18
Other Outlets - 7
TOTAL___-__150___
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Prize - 65
Money - 45
Display - 24
Enrich relation with coke - 16
________________________________________
TOTAL - 150
As shown in the table 65 retailers had a opinion that they should get something
back from the coke with regarded to sales in terms of gift & reward. This
provide to be a motivating factor for them .another 45 were demanding for
monetary profit because it would help them in their business. Yet another 24
demanded display facilities which helps them to increase their sales rest 16 had
totally different opinion i.e. outlets wanted only good relation with the
company.
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Cash - 52
Gifts - 73
Trips - 12
Prepaid connection - 7
Recharge coupons - 6
_____________________________
TOTAL - 150
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Warm - 84
Cool - 66
_________________
TOTAL - 150
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One Month - 25
Three Month - 68
Six Month - 47
One year - 10
_____________________
TOTAL - 150
25 outlets suggested towards the one month scheme by which they got regular
and new scheme and more gift. 68 outlets were the favor of three months
scheme as they throught that 3 month schemes are much more profitable then
one month scheme. They can get more refunds from this scheme. They didn’t
for one year or six month scheme because they were also having a view of
getting new scheme from time to time and same was the view of outlets who
voted for six month & one year scheme
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As show in the figure 82 outlets are prefer the cash discount scheme by coca-
cola by which they got investment to get increase their business . and 23
outlets are at scratch card scheme side in which they got surprise gift and 30 of
them suggest the rack schemes in which they got gifts on display of racks and
15 is for run collection the collects the point as runs and sum of the points got
the gifts .
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Yes 86%
No 14%
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INTERPRETATION
Many retailers joined the schemes to get something back from the coke.
As the figures say that short terms schemes for 6 month gives more time
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LIMITATIONS
OF
STUDY
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LIMITATIONS OF STUDY
1. Retailers are reluctant to discuss the problems in detail and are not willing to provide
the exact information of each brand and sizes to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
3. The time period of study is just 8 weeks, under such constraints the study cannot be
undertaken comprehensively.
4. Geographically area of Delhi was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
5. It being a dynamic market, where competition is cut throat, even outlet change their
response very frequently, thus at a time are biased.
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FINDINGS
Following are the findings of the survey, which I observed during the survey:
The outlets join the schemes to motivate themselves by getting high prize
by company.
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SUGGESTIONS
AND
RECOMMENDATIONS
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other brand.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
Books: -
Others books:-
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Internet: -
Sites:
www.cocacola.com
www.google.com
www.coca-colaindia.com
www.myenjoyzone.com
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QUESTIONNAIRE
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QUESTIONNARE :
Route No. :-
Name of outlet :-
Contact person :
Address :-
1 . Type of Channel:-
(a) Eatery (b) Grocery (c) Convenience (d) Institute (e) Other
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4.
( c)
5. Types of Status:
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5. Which company product you sell more? (a)
(b) Service
(c) Scheme
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(i) Which company route agent behaves more supportively and professionally:
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(iii) Which company officer provide better solutions:
RETAILOR ‘S SIGNATURE
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