ACKNOWLEDGEMENT

The satisfaction Coca-Cola

and euphoria Summer Training Report
that accompany
Marketing strategy of COCA-
the completion of COLA
any task would &
be but Handling the SALES GENARATING
ASSETS
incomplete
without the (SGA)
mention of
Abhishek Acharya
people who made it possible, whose constant guidance and encouragement crowned
my efforts with success. I consider it a privilege to express my gratitude and respect
to all those who guided me in the completion of the Project.

I am deeply indebted to Mr. Arindam Sikdar (Area Sales Manager) for

permitting me to do Internship project in Hindustan Coca-cola Beverage Private
Limited, and encouraged me to go ahead with my internship project. I convey my
deep sense of gratitude to Mr. Rajesh Dash (TL CDE ) and Mr.Anjan Roy(CDE co-
ordinator) for his valuable guidance, support and encouragement throughout the
Project work.

My heartiest thanks also go to the Coca-Cola staff at Asansol that helped me

throughout the training period to complete the task by providing information and
introducing some related activities of the company for practical uses.

I express my sincere gratitude to Prof., KRISHNENDU PAN The Head, ABS

ACADEMY SCIENCE, TECHNOLOGY AND MANAGEMENT Durgapur. I

convey my regards to the Institution, Faculty - Management, IBMR, for their untiring
support and encouragement.

Last but not least, my heart also feels to thank and offer a grateful appreciation to
every one whom I could not mention here but have directly or indirectly
supported and helped me to face this challenge and complete this project.
Kuntal Ghosh

PREFACE
15
The training is generally compared to a `window’ through which the trainee can jump

into experience and observe the activities of the real business world, it also becomes

a `door’ that leads the trainee to become successful in the world of business.

These days’ universities are giving more stress on management training, as it is the

first interface of a management student with the culture of the corporate world. It

also gives the first hand experience to the student by applying the knowledge

acquired in class into actual practice.

Our institute believes in the same and is determined to produce quality students who

have a balanced knowledge of theoretical aspects and practical experience. In the

same context I had to undergo summer training after 1st year, in a company.

To cover this aspect, which is also an integral part of my curriculum, I did my training

at Hindustan Coca-Cola Beverage Pvt. Ltd, Jalpaiguri. Here I did a project for the

company which was basically –

“Sales Generating Assets of Hindustan Coca-

Cola Beverage pvt.ltd.”

EXECUTIVE SUMMARY
15
The objective of this project is marketing strategy of Coca-cola in Asansol. It also

includes finding out the reasons why there were no coke products. present. Other

objectives of the project were to convince the retailers about the quality that coke

products.

This project will help the company to know which retailers have high demand for their

products and which not. It’ll help in planning out a strategy based on the feedback

from the retailers to boost the sales. And based on the findings and analysis the

company can revamp its strategies to increase their market share.

For the project all the retailers of the city were visited, and the person incharge was

personally interviewed. And information like the brands they keep, average daily

sales, major contributors towards sales, etc for both soft drinks and juices were

recorded. Their suggestions, complains, and feedback in general were also asked. The

study revealed a need to boost up the marketing focused on customer, as there is

still a huge market for soft drinks and juices which remains.

TABLE OF CONTENT
15
INTRODUCTION:-

• The Beverage Industry in India

• The soft drink market in India

OVER VIEW OF COCA –COLA:

• History

• Mission of coca-cola

• Vision of coca-cola

• Value of coca-cola

Hindustan Coca-Cola Beverages (Pvt.) Ltd:

• Coca-cola in India

• Mfg process of product

• Brands of coca-cola India

• Product & pack size

• Consumer preferences

• Corporate social responsibilities

• Organizational chart

• Production plant

COMPETITORS TO HCCBPL: Pepsi

RESEARCH METHODOLOGY:
15
 • Objective of research work

• Working methodology

ANALYSIS:

• Coca-cola marketing strategy.

• Market segmentation model

• Classification of outlets

• Brand order system of coca-cola

• Sales promotion strategy

• Objective of sales promotion

• Method of sales promotion

• Channel management system

• Distribution system of product in market

• Market allocation of coca-cola

• Market execution standard

• Activation elements

• Essential elements of all channel

LIVE PROJECT WORK AT COCA-COLA PLANT:-

• Project work title & team

• Formation of work
15
 • Outlets where install cooler & setting up rack

• Cooler installation process

• Benefits of cooler installation & activation tools

• Live experience

FINDINGS

CONCLUSION

LIMITATION OF RESEARCH WPRK

RECOMMENDATION

SIGNIFICANCE OF THE RESEARCH WORK

INTRODUCTION
15
Master of Business Administration is a course of IV semester duration. After

completion of Iain semester student has to undergo 8 weeks compulsory training in a

business organization. This training is popularly known as summer training. Generally

it is done during the month of April & May. This training aims to providing practical

knowledge along with theoretical knowledge. This training helps the students to get

familiar with the business world.

Students undergo training in the particular field in which they are intending

specialization in their Bird & It semesters. Students may specialize in Marketing,

Finance, Human Resource Management or Information Technology and take training

accordingly. After successfully completion of the training students has to make a

report of the subject upon which the training has undergone and same has to submit

to the college.

I had an opportunity to work as a trainee in one of the most popular organization,

Coca-cola. Hindustan Coca-cola Beverages Private Limited, Raninagar, Jalpaigury

offered me a project in marketing and I was more than happy to accept it, as I had

already decided to take marketing as a specialization in my 2nd year and more over

the project given was interesting and challenging enough to make me learn a lot of

marketing aspects.

Marketing is conversion of potential customers in to real customers. It deals with

identifying and meeting human and social needs, it is seen as the task of creating,
15
promoting and delivering goods and services to the customers. Customer satisfaction

is the key to business success and the best judges of what satisfies the customer is

the customer himself.

Marketing is more than a company department: it is an orderly and insightful process

for thinking and planning about markets. The process is applicable to more than just

goods and services. Anything can be marketed – ideas, events, organization, places,

personalities. The process begins with researching the relevant marketplace to

understand its dynamics and to identify opportunities to meet existing or latent

needs. It involves segmenting the market and selecting those segments that the

company can satisfy in a superior way. It involves formulating a broad strategy and

refining it into a detailed marketing mix and action plan. It involves carrying out the

plan, evaluating the results and marketing future improvements.

Marketing job is not only to analyze the market, discern opportunities formulize

marketing strategies; develop specific strategies and tactics, purpose a budget, and

establish a set of controls. But it also pushes rest of the company to be customer

oriented and market driven. Marketing must convince everyone in the company and

in its larger network to create and deliver superior customer value. Marketer’s job is

to simulate demand for company’s products. They are responsible for the demand.

Marketing managers seek to influence the level, timing and competition of demand to

meet the organizations objectives.

15
The aim of marketing is not just selling, but to know and understand the customer so

well that the product or service fits him and sells itself.

BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in

which the players constantly innovate, in order to come up with better products to

gain more consumers and satisfy the existing consumers.

15
 BEVERAGES

Alcoholic Non-Alcoholic

Non-
Carbonated
Carbonated

Cola Non-Cola Non-Cola

FIGURE 1: BEVERAGE INDUSTRY IN INDIA

15
The beverage industry is vast and there various ways of segmenting it, so as to cater

the right product to the right person. The different ways of segmenting it are as

follows:

• Alcoholic, non-alcoholic and sports beverages

• Natural and Synthetic beverages

• In-home consumption and out of home on premises consumption.

• Age wise segmentation i.e. beverages for kids, for adults and for
senior citizens

• Segmentation based on the amount of consumption i.e. high levels

of consumption and low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be

observed that consumers perceive beverages in two different ways i.e. beverages are

a luxury and that beverages have to be consumed occasionally. These two

perceptions are the biggest challenges faced by the beverage industry. In order to

leverage the beverage industry, it is important to address this issue so as to

encourage regular consumption as well as and to make the industry more affordable.
15
Four strong strategic elements to increase consumption of the products of the

beverage industry in India are:

• The quality and the consistency of beverages needs to be enhanced

so that consumers are satisfied and they enjoy consuming beverages.

• The credibility and trust needs to be built so that there is a very

strong and safe feeling that the consumers have while consuming the

beverages.

• Consumer education is a must to bring out benefits of beverage

consumption whether in terms of health, taste, relaxation, stimulation,

refreshment, well-being or prestige relevant to the category.

• Communication should be relevant and trendy so that consumers

are able to find an appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider spread

of distribution. It is important to look at the entire beverage market, as a big

opportunity, for brand and sales growth in turn to add up to the overall growth of the

food and beverage industry in the economy.

THE SOFT DRINK MARKET

The soft drink markets can be segmented on the basis of place of consumption or on

the basis of type of products.

15
 The segmentation on the basis of place of consumption divides the market into two
parts: -

• On-premise-80% of the consumption of soft drinks is on premise i.e.

restaurants, railways stations, cinema etc.

• At-home- the rest 20% of the market compromises of the soft drink purchased

for consumption at home.

The market can also be segmented on the basis of types of products into cola

products and non-cola products.

• Cola products account for nearly 61-62% of the total soft drinks market. The

brands that fall in this category are Pepsi, Coca-Cola, Thumps Up, and diet coke,

Diet Pepsi etc.

• Non-cola segment which constitutes 36% can be divided into 4 categories

based on the types of flavors available, namely:

o Orange

o Cloudy Lime

o Clear Lime

o Mango

i. Orange flavor based soft drinks constitute around 17% of the market. The

segment is largely dominated by national brands like Fanta of Coca Cola and

Mirinda Orange of PepsiCo, which collectively form15% of the market rest of the

market is in hands of smaller brands like Crush (earlier of Cadbury Schweppes and

now of coca Cola), Gold Spot etc.

15
ii. Cloudy Lime flavor constitutes 14% of the market and is largely dominated by

Limca of coca cola and Mirinda Lemon of PepsiCo. Limca is the market leader with

around 70-75% of the market followed by Mirinda Lemon.

iii. Clear Lime: this segment of the market witnessed good growth initially with all

the players launching their brands in the segment. But now the growth in the

segment has slowed down. The brands available in this segment are 7 Up,

mountain dew of Pepsi, Sprite of Coca Cola. The segment constitutes 3% of the

total soft drinks market.

iv. Mango: this flavor segment constitutes 2% of the total soft drinks market and it

directly competes with mango based fruit drinks like Frooti. The leading brands in

this segment are: Maaza of Coca Cola, Mangola (Earlier of Dukes now of PepsiCo)

and Slice of PepsiCo.

15
OVER VIEW OF COCA-COLA

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 andfountain 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
15
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,
15
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.

15
MISSION OF COCA-COLA

Create consumer products services and communications customers service and

bottling system strategy process and tools in order to create competitive advantage

and deliver superior value to-Consumers as a superior beverage experience.

 Consumers as an opportunity to grow profit through the use of finished drinks.

 Bottlers as an opportunity to make reasonable to grow profits and value added

 Suppliers as an opportunity to make reasonable when creating real value added

in environment of system wide teamwork, flexible business system and

continuous improvement.

 Indian society in form of contribution to economic and social development.

15
VISSION OF COCA-COLA

VISION FOR SUSTAINABLE GROWTH

 PROFIT: Maximizing return to shareowners while being mindful of our

overall responsibilities.

 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 beverage brands that

anticipate and satisfy peoples’ Desires and needs.

 PARTNERS: Nurturing a winning network of partners and building mutual

loyalty.
15
  PLANET: Being a responsible global citizen that makes a difference.

Limitations
The MT has several limitations due to some constraints, due to the
Market condition, Limitations during the course of MT are

 The reputed competitor Pepsi co providing chilling machine in the

initial stage.

 Transportation problem due to hilly area.

 Not getting accurate information from the respondents due to their

inherent problem. They are biased and also refuse to co-operate.
15
 The time period of MT is limited to less than four months and it
takes time to be stable in the market and creating belief in the eyes
of customers.

15
15
VALUE

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, it’s up to me

• COLLABORATION: Leverage collective genius

• INNOVATION: Seek, imagine, create, delight

• QUALITY: What we do, we do well 15

HINDUSTAN COCA-COLA BEVERAGES PVT.LTD.

Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than
reveal

its formula to the government and reduce its equity stake as required under the
Foreign

Exchange Regulation Act (FERA) which governed the operations of foreign companies
in

India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its
presence

with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and
bottling

network. Coke’s acquisition of local popular Indian brands including Thums Up (the
most

trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only
physical

manufacturing, bottling, and distribution assets but also strong consumer preference.
This

combination of local and global brands enabled Coca-Cola to exploit the benefits of
global

branding and global trends in tastes while also tapping into traditional domestic
markets.

Leading Indian brands joined the Company's international family of brands, including
Coca-

Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the
company

launched the Kinley water brand and in 2001, Shock energy drink and the powdered

concentrate Sunfill hit the market.

15
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one
of

the country’s top international investors. By 2003, Coca-Cola India had won the

prestigious Woodruf Cup from among 22 divisions of the Company based on three
broad

parameters of volume, profitability, and quality. Coca-Cola India achieved 39%

volume

growth in 2002 while the industry grew 23% nationally and the Company reached
breakeven

profitability in the region for the first time. Encouraged by its 2002 performance,

Coca-Cola India announced plans to double its capacity at an investment of $125

million

(Rs. 750 crore) between September 2002 and March 2003.

Coca-Cola India produced its beverages with 7,000 local employees at its twenty-
seven

wholly-owned bottling operations supplemented by seventeen franchisee-owned

bottling

operations and a network of twenty- nine contract-packers to manufacture a range of

products

for the company. The complete manufacturing process had a documented quality
control and

assurance program including over 400 tests performed throughout the process. The

complexity of the consumer soft drink market demanded a distribution process to

support

700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three
wheelers,
15
and trademarked tricycles and pushcarts that were used to navigate the narrow
alleyways of

the cities. In addition to its own employees, Coke indirectly created employment for
another

125,000 Indians through its procurement, supply, and distribution networks. Sanjiv
Gupta,

President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President,
Marketing and

was instrumental to the company’s success in developing a brand relevant to the

Indian

consumer and in tapping India’s vast rural market

potential. Following his marketing responsibilities, Gupta served as Head of

Operations for

Company-owned bottling operations and then as Deputy President. Seen as the

driving force

behind recent successful forays into packaged drinking water, powdered drinks, and
ready-to-

serve tea and coffee, Gupta and his marketing prowess were critical to the continued
growth of

the Company.

PRODUCTION PROCESS
The whole production process are showing in the above chart are shows how raw
material passes

through different process and result in to the finished products. Company is used
highly quality
15
refined sugar area is produced modern refineries. The water which is used in coca-
cola is first

treated and filtered before going in to the manufacturing operation.Production

process start with

maxing refined sugar with treated water. So, simple syrup is made than this simple
syrup is

pumped through a filter to ensure its purity and clarity. Than coca-cola concentration.
And it is

mixed with simple syrup so, the final coca-cola syrup is ready. In the process ultra
virus system is

used. After preparing coca-cola this final syrup is transfer to de-creator proportional
cooler-

carbonator. Here air is removed for the treated water proporting meter modswars, the
proper

combination de-creatorwater and coca-cola syrup. The mixture is than cooled and
carbonated.

Then high purity carbon dioxide is supplied from bulk to the carbonator. After the
above process

coca-cola is automatically bottled and highly crowned and capped. Then each filled
bottle is

carefully inspected. After inspecting filled bottles are mechanically placed in cleaned
cases which

are automatically cleaned before filled bottle are placed, than carry to Your
Investment pallets

manually to trucks for delivery to sales and other bottles put in the ware house. After
selling the

products when empty bottles came in to the factory, first empty bottle from trucks.
Then this

bottle is automatically removed from the cases and transferred to the convergent
empty bottles
15
are examined washer unclean. Able and effective in a special bottle washer plant in
which bottles

are washed very cleanly. The bottle washing operating takes 30 minutes. In the bottle
washer

plant, bottles are thoroughly washed, cleaned sanitized in uat, caustic, and soda
solution. The

dirty water is used in gardening, water is given then these washed bottles are very
carefully

inspected and then this bottle sent of filled coca-cola syrup.

PRODUCTION PROESS OF COCA-COLA

REFINE WATER
D
SUGAR TREATM
ENT

SIMPLE
CAR SYRUP
BO
DIOX N
IDE
FILTAR
ATI
ON

I
NTRAT
CONCE
ON

FINAL
SYRUP

DE-CREATOR PROP
OTIONER COOLER

FILTER
CROWN EMPTY
ER BOTTL
E
IMDEP
FULL ECTIO
N
PRODUCT
15

N
INSPECTIO
 BOT
T
PACKIN
G WA LE
SH

PREE-IN-
F EED
E-
WAR INSPECTIO
SE
HOU N

CASE UNCASH
CLEANING UNCASHE
R

BRANDS OF COCA-COLA ER

Brand is a name term, sign, symbol, or design or a combination

of their intended to identity the goods or services of one seller or a

group of seller and to differentiate them from those of competitors.

The various brands of Coca-Cola in India are the following:

1. COCA-COLA:-

15
Slogan:- “Thanda Matalab Coca-Cola”

“Coca-Cola” has a truly remarked heritage. From a humble

beginning in 1886. It is now the flog ship brands of the larges manufacturers markers,
distributor of non-alcoholic beverages in the world.

2. DIET COKE:-
15
Slogan:- “Taste the power of one less than one

calories.” 15
3.THUMPS UP:-

Slogan:- “Taste the Thunder”

It is a leading carbonated soft drink and most trusted brand in

India. Originally introduced in 1977. “Coca-Col” Company acquired

Thumps UP in 1993.
15
4. Fanta

Slogan:- “Rang le Dil Khol Ke.”

The orange drink of “Coca-Cola” Company is seen as one of the

favorite drink since 1940. It entered in India market in 1993.

Over the years it has occupied a strong market place and is identified

as “FUN CATALYS”.
15
 5.KINLEY WATER:-

Slogan:- “Boond Boond Mein Vishwas”

6.KINLEY SODA:-
15
7.SPRITE:-

Slogan:- “Clear Hay”

Worldwide sprite is ranked as no.4 soft drink and is sold in

more than 190 countries.

15
In India sprite was launched in 1999 and today it has grown to be

one of the fastest growing soft drink.

1. LIMCA:-

9.MAZZA:-
15
10.VANILLA COKE:-

11.PULPY ORANGE
15
THE PRODUCT MIX OF COCA-COLA
Coca-cola products
Coca-cola 200ml...300ml...600ml...1500ml...

Thums up 200ml...300ml...600ml….1500ml….

Sprite 200ml...300ml...600ml...1500ml...
15
Limca 200ml...300ml...600ml...150000ml...

Fanta 200ml...300ml...600ml...1500m

Maaza(mango) tp250ml…..600ml…….1200ml

Minitmaid(lemon) 400ml…..1000ml

Minitmaid (pulpy orange) 400ml……

Kinley (Soda) 300ml...500ml

Kinley (Water) 1000ml

CANS:
Diet coke 330ml

Coca-cola 330ml

Thumps up 330ml

Fanta 330ml

CONSUMER PREFERENCES

• Coca-Cola :-- Preferred by all type of consumers

• Thumps up:- All type of customers

15
 • Fanta (Orange):- Basically preferred by ladies and kids.

• Minute maid (Lemon):- Not clearly define.

• Maaza:- Ladies and kids.

• Sprite:- Youngsters.

• Limca:- youngsters.

• Kinley (soda):- Mostly those who consumer liquor.

• Kinley (Water ):- Preferred by all type of consumers.

CORPORATE SOCIAL RESPONSIBILITY

As one of the largest and most global companies in the world, Coca-Cola took
seriously its

ability and responsibility to positively affect the communities in which it operated. The

company’s mission statement, called the Coca-Cola Promise, stated: “The Coca-Cola

Company exists to benefit and refresh everyone who is touched by our business.” The

Company has made efforts towards good citizenship in the areas of community, by
improving
15
the quality of life in the communities in which they operate, and the environment, by

addressing water, climate change and waste management initiatives. Their activities
also

included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS
through

partnership with governments, UNAIDS, and other NGOs, and The Coca-Cola
Foundation,

focused on higher education as a vehicle to build strong communities and enhance

individual

opportunity.

Coca-Cola’s footprint in India was significant as well. The Company employed 7000

citizens and believed that for every direct job, 30-40 more were created in the supply
chain.38

Like its parent, Coke India’s Corporate Social Responsibility (CSR) initiatives were both

community and environment-focused. Priorities included education, where primary

education projects had been set up to benefit children in slums and villages, water

conservation, where the Company supported community-based rainwater harvesting

projects

to restore water levels and promote conservation education, and health, where Coke
India

partnered with NGOs and governments to provide medical access to poor people
through

regular health camps. In addition to outreach efforts, the company committed itself to

environmental responsibility through its own business operations in India including39:

• Environmental due diligence before acquiring land or starting projects

• Environmental impact assessment before commencing operations

15
• Ground water and environmental surveys before selecting sites

• Compliance with all regulatory environmental requirements

• Ban on purchasing CFC-containing refrigeration equipment

• Waste water treatment facilities with trained personnel at all company-owned

bottling

operations

• Energy conservation programs

• 50% water savings in last seven years of operations

Growth rate in market share

2007 vs. 2006

15
unit case volume GROWTH

2007vs 2006 5-Year Net operating

Operating
Country Growth Annual income
Growth Revenues

Africa 10% 6% 16% 6%

Eurasia 16% 13% 24% 38%

European 3% 2% 14% 16%

Union

Latin 9% 6% 24% 22%

America

North (1%) 1% 11% 1%

America

Pacific 7% 4% 7% 3%

Bottling 64% N/A 53% 750%

Investments

THE COCA-COLA BORD OF DIRECTORS

15
 James B. Williams

Retired Chairman of the Board and Chief Executive Officer.

. Alexis M. Herman

Chair and Chief Executive Officer, New Ventures, LLC.

Sam Nunn

Co-Chairman and Chief Executive Officer, Nuclear Threat Initiative.

Donald R. Keough

Nonexecutive Chairman of the Board, Allen & Company Incorporated.

James D. Robinson

General Partner, RRE Ventures.

Herbert A. Allen

President and Chief Executive Officer, Allen & Company Incorporated

Ronald W. Allen

Advisory Director, Former Consultant and Advisory Director.

. Peter V. Ueberroth

Investor and Chairman, Contrarian Group, Inc.

15
 Bary Diller

Chairman of the Board and Chief Executive Officer,

. Cat hleen P. Black

President, Hearst Magazines.

E. Neville Isdell

Chairman of the Board and Chief Executive Officer,

Jacob Walenberg

Chairman of the Board, Investor AB, and Vice Chairman.

15
ORGANIZATIONAL CHART OF HCCBPL.

15
ORGANIGATION STRUCTURE

15
 ASANSOL PLANT KEY PEOPLES
 MR. J.R. PHOOKUN (AREA OPERATIONS DIRECTOR)
 MR. BIPLAB GHOSH (PLANT MANAGER)
 MR. ARINDAM SIKDAR (AREA SALES MANAGER)
 MR. INDERJIT SINGH (AREA FINANCE MANAGER)

COCA-COLA CDE PEOPLES

 MR. M.N. SRINATH (NATIONAL CDE DIRECTOR)
 MR. ARUN AGARWAL (NORTH REGION CDE MANAGER)
 MR. A.V.K KRISHNAN (UNIT CDE MANAGER)
 MR. RAJESH DASH (TEAM LEADER CDE EXECUTIVE)
 MR. ANJAN ROY (CTS OPERATOR & CO-ORDINATOR)

Social festivals in India:

• Coca-cola company time to time introduces social festivals in India.

15
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

HCCBPL:

15
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:

15
:

COMPETITORS PRODUCT
15
• 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.

• 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.

• 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.

• 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 fruit juice. These
products give a strong competition to Maaza and the latest product Minute Maid
Pulpy Orange.
15
Marketing Mix

Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing

objectives. It has a classification for these marketing tools. These marketing are

classified and called as the Four Ps i.e. Product, Price, Place and Promotion.

The most basic marketing tool is product which includes product design, quality,

features, branding, and packaging. A critical marketing tool is price i.e. the amount of

money that customers pay for the product. It also includes discounts, allowances,

credit terms and payment period.

Place is another key marketing mix tool. And it includes various activities the

company undertakes to make the product accessible and available to the customer.

Some factors that decide the place are transport facilities, channels of distribution,

coverage area, etc.

Promotion is the fourth marketing mix tool which includes all the activities that the

company undertakes to communicate and promote its product to target market.

Promotion includes sales promotion, advertising, sales force, public relations, direct

marketing, etc.
15
Product :
Many Products are physical objects that you can own and take home. But the

word product means much more than just physical goods. In marketing, product also

refers to services, such as holidays or a movie, where you enjoy the benefits

without owning the result of the service.

Businesses must think about products on three different levels, which are

the core product, the actual product and the augmented product. The core product

is what the consumer is actually buying and the benefits it gives. Coca Cola

customers are buying a wide range of soft drinks. The actual product is the parts

and features, which deliver the core product. Consumers will buy the coke product

because of the high standards and high quality of the Coca Cola products. The

augmented product is the extra consumer benefits and services provided to

customers. Since soft drinks are a consumable good, the augmented level is very

limited. But Coca Cola do offer a help line and complaint phone service for

customers who are not satisfied with the product or wish to give feedback on the

products.

Positioning :
Once a business has decided which segments of the market it will compete in,

developed a clear picture of its target market and defined its product, the
15
positioning strategy can be developed. Positioning is the process of creating, the

image the product holds in the mind of consumers, relative to competing products.

Coca Cola and Franklins both make soft drinks, although Franklins may try to

compete they will still be seen as down market from Coca Cola. Positioning helps

customers understand what is unique about the products when compared with the

competition. Coca Cola plan to further create positions that will give their

products the greatest advantage in their target markets. Coca Cola has been

positioned based on the process of positioning by direct comparison and have

positioned their products to benefit their target market. Most people create an

image of a product by comparing it to another product, thus evident through the

famous battles between Coca-Cola and Pepsi products.

Packaging
Packaging, which is not as highly perceived by businesses, is still an important

factor to examine in the marketing mix. Packaging protects the product during

transportation, while it sits in the shelf and during use by consumers, it

promotes the product and distinguishes it from the competition. Packaging can

allow the business to design promotional schemes, which can generate extra revenue

and advertisements. Coca-Cola has benefited from packaging the product with

incentives and endorsements on the labelling as a promotional strategy to increase

it’s volume of sales and revenue.

Price :
15
Price is a very important part of the marketing mix as it can effect both

the supply and demand for Coca Cola. The price of Coca Cola’s products is one of

the most important factors in a customer’s decision to buy. Price will often be

the difference that will push a customer to buy our product over another, as long

as most things are fairly similar. For this reason pricing policies need to be

designed with consumers and external influences in mind, in order to effectively

achieve a stable balance between sales and covering the production costs.

Price strategies are important to Coca Cola because the price determines the

amount of sales and profit per unit sold. Businesses have to set a price that is

attractive to their customers and provides the business with a good level of

profit. Long before a sale was ever made Coca Cola had developed a forecast of

consumer demand at different prices which inevitably determined whether or not the

product came on the market, as well as the allocation of adequate money and

resources to produce, promote and distribute the product.

Pricing Strategies And Tactics

The pricing Strategy a business will use will have to focus on achieving the

marketing plan’s objectives and support the positioning of the product, and take

external factors such as economic conditions and competitors in to account. There

are 5 strategies available to business: Market skimming pricing, Penetration

pricing, Loss leaders, Price Points and Discounts. Over the years Coca Cola has

used Penetration Pricing as a way of grabbing a foothold in the market and won a

market share. It’s product penetrated the marketplace. Once customer loyalty is

established as seen with Coca Cola it is then able to slowly raise the price of
15
its product. There has been a fierce pricing rivalry between Coca Cola and Pepsi

products as each company competes for customer recognition and satisfaction. Till

now it appears as if Coke has come up on top, although in order to gain long term

profits Coke had to sacrifise short term profits where in some cases it either

went under of just broke even, but as seen it has been all for the best.

Pricing Methods

Good pricing decisions are based on an analysis of what target customers

expect to pay, and what they perceive as good quality. If the price is too high,

consumers will spend their money on other goods and services. If the price is too

low, the firm can lose money and go out of business.

Pricing methods include: Cost based Pricing, Market based pricing and

Competition based Pricing. Over the years Coca has lost ground here in it’s

pricing but has regained it’s strength as it employed the Competition-based

pricing method which allowed it to compete more effectively in the soft drink

market. Leader follower pricing occurs when there is one quite powerful business

in the market which is thought to be the market leader. The business will tend to

have a larger market share, loyal customers and some technological edge, thus the

case currently with Coke, it was first the follower but through effective

management has now become the leader of the market and is working towards

achieving the marketing objectives of the Coca Cola. Survival in the market place,

own 60 % of market share by 2007, increase further awareness of product and a

return on 20% on capital employed for August 2007.

15
Promotion:

In today’s competitive environment , having the right product at the right

place in the right place at the right time may still not be enough to be

successful. Effective communication with the target market is essential for the

success of the product and business. Promotion is the p of the marketing mix

designed to inform the marketplace about who you are, how good your product is and

where they can buy it. Promotion is also used to persuade the customers to try a

new product, or buy more of an old product.

The promotional mix is the combination of personal selling, advertising,

sales promotion and public relations that it uses in its marketing plan. Above the

line promotions refers to mainstream media:Advertising through common media such

as television, radio, transport, and billboards and in newspapers and magazines.

Because most of the target is most likely to be exposed to media such as

television, radio and magazines, Coca Cola has used this as the main form of

promotion for extensive range of products. Although advertising is usually very

expensive, it is the most effective way of reminding and exposing potential

customers to Coca Cola Products. Coca Cola also utilizes below the line promotions

such as contests, coupons, and free samples. These activities are an effective way

of getting people to give your product a go.

Place and Distribution:

The place P of the marketing mix refers to distribution of the product- the

ways of getting the product to the market.The distribution of products starts with

the producer and ends with the consumer.

15
One key element of the Place/Distribution aspect is the respective distribution

channels that Coca Cola has elected to transport and sell its product.

Selecting the most appropriate distribution channel is important, as the choice

will determine sales levels and costs. The choice for a distribution channel for

any business depends on numerous factors, these include:

How far away the customers are;

The type of product being transported;

The lead times required; and;

The costs associated with transport;

There are four types of distribution strategies that Coca Cola could have chosen

from, these are: intensive, selective, exclusive and direct distribution. It is

apparent from the popularity of the Coca Cola s product on the market that the

business in the past used the method of intensive distribution as the product is

available at every possible outlet. From supermarkets to service stations to your

local corner shop, anywhere you go you will find the Coca Cola products.

Physical Distribution Issues

Coca Cola needs to consider a number of issues relating to the physical

distribution of its soft drink products. The five components of physical

distribution are, order processing, warehousing, materials handling, inventory

control, transportation. Coca Cola must further try to balance their operations

with more efficient distribution channels.

Order Processing- Coca Cola cannot delay their processes for consumer deliveries
15
(i.e. delivery to selling centers), as this is inefficient business functioning

and is portrays a flawed image of the product and overall business.

Warehousing and inventory control- warehousing of Coca Cola products is necessary.

Inventory control is another important aspect of distribution as inventory makes

up a large percentage of businesses assets. Choosing the correct and desired

inventory measure that Jackson’s sees as most effective is vital. Jackson’s must

remember though that there are factors involved with inventory control that can

hinder the products sales and customer perceptions (hazards, distribution from

storage facilities, etc).

Materials handling- this deals with physically handling the product and using

machinery such as forklifts and conveyor belts. When holding products, then Coca

Cola has benefited from purchasing or renting respective machinery.

Transportation- transporting Coca Cola products is the one most important

components of physical distribution. Electing either to transport the sports drink

by air, rail, road or water depends on the market (i.e. global, or domestic?) and

depends on the associated costs. The most beneficial transportation method for

Coca Cola would be ROAD if the product were moved around from storage to the cost

centers. 15
OBJECTIVE OF THE WORK STUDY

• To get the retailer’s wants in terms of product selling.

• To know effectiveness of the marketing strategy & sales

promotion in market.

• Visicooler survey in asansol market.

• Ensuring the visibility of the product.

• Ensuring the availability of product in outlets.

• Analyzing the effective of scheme.

• Analyzing the effective of discount.

• Evaluating the competitor’s strength & weakness in market.

• Retailer’s expectation from company.

15
 Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all
area of India by their own so they have so many whole sellers and agencies to assure their customers for
availability of coca cola products.
Facilitating the Product By For providing their

Infrastructure: product in good

manner company has
provided infrastructure these includes:
• Visi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles
Advertisement
Coca cola company use different mediums • Print media
• Pas material
• TVs commercial
• Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate department for print media.

15
MARKET SEGMENTATION OF COCA-COLA
Market can be segmented along with 3 lines-channel cluster, locality
income, outlet volume.

SEGMENTATION

Channel cluster Locality income Outlet

volumes

Grocery Low
Dimond
15
 E&D Medium
Gold

Convenience High
Silver

Bronze

Classification of outlets on the basis of volume

There are four types of outlets according to the volume of sales of the outlet-

Diamond - 800>C/s & above per year

Gold - 500-799C/s per year

Silver - 200-499C/s per year

Bronze - <200C/s per year

15
(A) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses household items.

The channels provide an opportunity for penetration as it propels home consumption.

It includes all kirana stores,juice , departmental stores, supermarkets, provision

stores etc.

Necessary Availability - 1.5 liter and 300ml

(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to the

smaller dhabas. These outlets offer multiple opportunity to effect sales as people

usually order something to drink along with food. It includes

- Restaurants

- Bars and Pubs

- Dhabas

- Cafes
15
 (C) EATING & DRINKING CHANNEL 2

It includes bakery, sweet shops, tea shops, soft drink shops and juice centre.

(D) CONVENIENCE CHANNEL:

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that
stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel
etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml

BRAND ORDER SYSTEM OF COCA-COLA

COLOJ-K

COLA LEMON ORANGE JUICE

KINLEY
15
COKE FANTA
KINLEY

THUMS UP

SPRITE MAAZA

LIMCA

COLD DRINKS EQUIPMENT

WHAT IS CDE?
CDE: There is a Online Tracking System in HCCBPL for maintaining the
coolers and control of the coolers. From new Coolers purchase and install in
the outlet, and after installed repair & service has done by CDE.
15
WHAT IS CTS?
CTS: cooler tracking system is a soft ware. This soft ware can be used by
call lock & call open & cooler installed in the outlet. This soft ware tracing
the coolers.

CLASSIFICATION OF OUTLETS
• DIMOND – Sales more then 800 case/month.

• GOLD - Sales more then 500 but less then 800

Case/year.

• SILVER - Sales more then 200 but less then 500 case/year.

• .BRONZE - Sales below then 200 case/year

SERVICE PROVIDER
HCCBPL have service providers for 3 different areas.

1. AQUA INDUATRIES: DEEPAK KUMAR

(ASANSOL / HILLS)
15
2. BENGAL REFRIGERATION: SWAPAN SARKAR
(JALPAIGURI / COOCH BEHAR / ENTIER DOOARS)

3. SENGUPTA ENTERPRICE: DHIRAJ SENGUPTA.

(RAIGANJ / MALDA / ENTIER DINAJPUR)

CDE SALES GENERATING

ASSETS(COOLERS)
 2 VC-

 4 VC

 7 VC
15
  9 VC

 10 VC

 20 VC

 30 VC

 WHC-310=9.5 VC

 WHC-510=15 VC

 2 CC

 4 CC

 10 CC

MODELS OF COOLERS
IN ASANSOL CDE HAVE ONLY 4 TYPES OF COOLER

• VC – VISUAL COOLER

• CC – CHEST COOLER

• WHC – WORK HORSE COOLER

• FF-165 – FAMILY FREEZE

15
 CDE COOLER COMPANY

• FRIGO GLASS

• SEAGA INDIA

• WESTERN

The visicooler standards of all the

channels

Vpo class Low Medium High

20c/s+1still
Diamond 20c/s 20c/s
cooler

Gold 7c/s 9c/s 9c/s

Bronze Ice Box Ice Box Ice Box

Silver 4c/s 4c/s 7c/s

COOLER PLACEMENT IN OUTLET STL

WISE(IN 2010)
STL NAME TYPE OF COOLER & TOTAL OUTLETS
OUTLETS.
15
ANIRBAN MUJUMDAR 7VC-50, WHC-510-5, 77

9VC-20, 30VC-2

TAPAS DAS GUPTA 7VC-55, WHC-510-5 81

9VC-20, 30VC-1

BISWAJIT SARKAR 7VC-50, WHC-510-10 81

9VC-20, 30VC-1
BISWAJIT SARKAR 7VC-45, WHC-510-15 95

9VC-30, 30VC-5
KOUSHIK SINHA 7VC-50, WHC-510-10 87

9VC-25, 30VC-10
PARTHA SARATHI GUPTA 7VC-50, WHC-510-30 179

9VC-85, 30VC-14

TOTAL NUMBERS OF COOLERS INSTALATION IN

THE YEAR OF 2010 ACCORDING TO THE STL WISE.

ANIRBAN MUJUMDAR 77

TAPAS DAS GUPTA 81

BISWAJIT SARKAR 81

BISWAJIT SARKAR 95

KOUSHIK SINHA 87
15
PARTHA SARATHI GUPTA 179

KOUSHIK
BISWAJIT SINHA
SARKAR
ANIRBAN MUJUMDAR
TAPAS DAS GUPTA
BISWAJIT PARTHA BISWAJIT SARKAR
SARKAR SARATHI BISWAJIT SARKAR
GUPTA KOUSHIK SINHA
PARTHA SARATHI GUPTA
TAPAS DAS
GUPTA ANIRBAN
MUJUMDAR

TYPES OF COOLERS GIVEN TO THE STL 1 IN THE YEAR

2010

7 VC 50

WHC-510 5

9 VC 20

30 VC 2
15
 30 VC, 2, 3%

9 VC, 20, 26%

7 VC
WHC-510
9 VC
WHC-510, 5, 6% 7 VC 30 VC
, 50, 65%

According to the picture 7 vc coolers are installers numbers of outlers.

TYPES OF COOLERS GIVEN TO THE STL 2 IN THE

YEAR 2010

7 VC 55

WHC-510 5

9 VC 20

30 VC 1
15
 30 VC, 1, 1%

9 VC, 20, 25%

7 VC
WHC-510
9 VC
WHC-510, 5, 6%
30 VC
7 VC
, 55, 68%

According to the picture 7 vc coolers are installers numbers of outlets.

TYPES OF COOLERS GIVEN TO THE STL 3 IN THE

YEAR 2010

7 VC 50

WHC-510 10

9 VC 20

30 VC 1
15
 30 VC, 1, 1%

9 VC, 20, 25%

7 VC
WHC-510
9 VC
7 VC
WHC-510, 10, 12% 30 VC
, 50, 62%

According to the picture 7 vc coolers are installers numbers of outlers.

TYPES OF COOLERS GIVEN TO THE STL 4 IN THE

YEAR 2010

7 VC 45

WHC-510 15

9 VC 30

30 VC 5
15
 30 VC, 5, 5%

9 VC, 30, 32% 7 VC

7 VC
, 45, 47% WHC-510
9 VC
30 VC

WHC-510, 15, 16%

According to the picture 7 vc coolers are installers numbers of outlers.

TYPES OF COOLERS GIVEN TO THE STL 5 IN THE

YEAR 2010

7 VC 50

WHC-510 10

9 VC 25

30 VC 10
15
 30 VC, 10, 11%

7 VC
9 VC, 25, 26% 7 VC WHC-510
, 50, 52% 9 VC
30 VC

WHC-510, 10, 11%

According to the picture 7 vc coolers are installers numbers of outlers.

TYPES OF COOLERS GIVEN TO THE STL 6 IN THE

YEAR 2010

7 VC 50

WHC-510 30

9 VC 85

30 VC 14
15
 30 VC, 14, 8%
7 VC
, 50, 28%

7 VC
WHC-510
9 VC
9 VC, 85, 47% 30 VC
WHC-510, 30, 17%

According to the picture 7 vc coolers are installers numbers of outlers.

FINDINGS
 According to last 2 pervious year data it can be say that
stl PARTHA SARATHI GUPTA installed maximum numbers of
coolers.

 According to last 2 pervious year data it can be say that

stl ANIRBAN MUJUMDAR installed minimum numbers of coolers.
15
NAME & TYPES OF PROBLEMS BASIALY OBSERVED IN
COOLERS

Outlet Name problem

 SISTRIDHAR: GAS CHARGING.

 NEW PAN GHAR : GAS CHARGING.

 PRAHARI SHOPPING CENTE: GAS CHARGING.

 SHANTI HOTE:L WERRING ADJUSTEMENT.

 MITHUN VARIETIES: COMPRASER PROBLEM.

 RAM KRISHNA MISTANA BHANDER: STABILIZER PROBLEM.

 BALAI ROY SWEETS: COMPRASER PROBLEM.

 MAMONI SWEETS: RELAY PROBLEM.

 SAHA VARIETY: GAS CHARGING.

 NEW MALDA SWEETS: GAS CHARGING/ COMPRASER PROBLEM.

 RAJ LAXMI PAN BHANDER: GAS CHARGING.

 PANKAJ PODDER SHOP: LIGHT PROBLEM.

 PAN MAHAL : SERVICEING.

15
 RAJE SWEETS: GAS CHARGING.

 GOLDEN PARK : GAS CHARGING.

 SANGLAP VARIETIES : COMPRASER PROBLEM.

 BINOY KARMOKAR SHOP: FAN MOTOR CHANGE.

 SUVASHINI VARITIES: FAN MOTOR CHANGE.

 PRITIMA MISTANNA BHANDER : WERRING PROBLEM

 MAA TARA BHANDER: SENCER PROBLEM.

 BASANTI MISTANNA BHANDER: GAS CHARGING.

 MATER DAN MISTANNA BHANDER: GAS CHARGING.

 MAINAKH HOTEL: GAS CHARGING.

 KALINGA HOTEL; LIGHT PROBLEM.

 GHOSH CABIN : FAN MOTOR CHANGE.

 RAJESWARI MISTANNA BHANDER: SENCER PROBLEM.

 UTTAM SWEETS: GAS CHARGING.

 NEW TRIPTI CABIN GAS CHARGING.

 SATTAM VARIETIES COMPRESSAR PROBLEM.

 TANTU BHANDER WERRING ADJUSTEMENT.

 AFJAL SHIKH WERRING ADJUSTEMENT.

 SANGLAP VARIETIES COMPRESSAR PROBLEM.

 GOPAL HOTEL FAN MOTOR GHANGE.

15
 MANOJ CHOWDHURY GAS CHARGING.

 MAA SANTOSHI PAN BHANDER WERRING ADJUSTEMENT.

 SWAD RESTAURANT RELAY PROBLEM.

 GOBINDA MISTANNA BHANDER FAN MOTOR CHANGE.

 MUBBARAK HUSSAIN GAS CHARGING/ FAN CHANGE

 KALU SINGH SERVICEING.

 TANTU BHANDAR WERRING ADJUSTEMENT.

 JOYDEB PAL SHOP GAS CHARGING.

 ARUN DEBNATH GAS CHARGING.

 SANKAR GHOSH GAS CHARGING.

 MUKBILASSH WERRING
ADJUSTEMENT.

15
 5% 5% Gas charging
5%
3% werring problem
48% compreser problem
Stabilizer problem
16% Reley problem
Light problem
18% Serviceing

According to the graph gash charging is a popular problem of the cooler where as
next is the relay problem. Others are took place in minor time.

CDE OUTLET CATAGARE

15
 CASER 2VC TO 7VC 9VC TO 20VC TO

4VC 15VC 30VC

VPO BRONZE SILVER GOLD DIAMOND

CLASS

CDE STOCK OF COOLERS

 TOTAL INSTALLED COOLERS ARE:- 4691.

 STOCK IN GODOWN ARE:- 339.

15
HOW TO SOLVE THE COOLERS PROBLEM
 1st CDE PEOPLE RECEVIED THE CALL FROM OUTLET OR
MD OR MDE OR SALES MAN.

 2nd WE HAVE TO SEARCH IT UNDER WHICH AREA,

COOLERS HEAVING PROBLEM.

 3rd THEN WE HAVE TO FORROWRED THE CALL TO THE

SERVICE PROVIDER.

 4th AFTER THAT THE SERVICE PROVIDER TAKES THE

DECISION HOW TO SOLVE THE PROBLEM.

 5TH AFTER FOLLOWING ALL THE STAPES WE SOLVE THE

PROBLEM WITHIN 24hrs.

COOLERS SPARE PARTS

15
  COMPRESSOR

 GAS KIT

 LIGHT

 FAN MOTOR

 SENCER.

 RACK

 WIRING

 CONDENSER

 CONDENSER Pipes

 RELAY

 STABILIZER.

CDE COOLER INSTALLING FORM

15
OIF & PULLOUT
IN HCCBPL CDE HAVE A FORM NAME OUTLET IDENTIFICATION
FORM (OIF) IS REQUIRED FOR NEW COOLER AND FOUNTAIN
INSTALLING TO ANY OUTLET AND COUNTER.

CDE HAVE A OTHER FORM NAME PULLOUT. THIS FORM ALSO

REQUIRED FOR ANY KIND OF COOLER AND FOUNTAIN TAKING
BACKTO THE OUTLET.

COOLER INSTALATION PROCESS:-

Company set the cooler in a systematic way the way is following.

1.To know where the cooler is sitting inside the outlet or outside the
outlet.

2.If outside then the night cover is set at the place where cooler will set.

3.After establishment of the guarder then the cooler set is guarder.

4.When the cooler has been set in guarder then the price communication
on the cooler tray & set the trays properly in cooler.

5.When the cooler is properly installed @outlet after it charged by coke

products as follow the brand order.

6.We also set the menu board on E & D outlets.

7.On convenience & grocery outlets we put there also hanging rack.

8. Set up warm display on outlets.

15
BENEFITES OF INSTALLATION A COOLER OUTSIDE THE
OUTLET

• Large income. More consumers will buy beverages form shop.

• Increase the selling space.

• Outside cooler arouses more consumer interest & increase sales

through good beverage exposure.

• Outside cooler, it enlarges the amount of consumer’s visiting outlets.

• Easier access to chilled product triggers the consumer’s purchase

impulse.

• Effective use of shop space. Saving store/warehouse area.

• Attractive & convenient of beverages presentation.

• Complimentary installation & services.

• BENIFITES SETTING A COOLER INSIDE THE OUTLET:

• Large income. More customers will buy beverages from shop.

• Easier access to chilled product triggers the consumers purchase

impulse.

• Chilled beverages taste batter & hold grater value for customers.

• Effective use of shop space. Saving store/warehouse area.

15
 • Complimentary installation & service.

BENEFITES OF INSTALLATION A VISI COOLER:

• Attractive presentation of products.

• Consumer convinces easier access to the products.

• Increase in sales & income. When consumer see the product he willing
to buy it.

• It fills the consumers want & willingness.

• Sales person easily know that what is in our cooler

SELLING PROSSES

Direct Selling

Direct selling is the system in which the goods are sold to the retailers through direct

sale agent of the company. PepsiCo sells its products through direct route agents
15
which are appointed by the company itself; these route agents deliver the goods to

the retailers through the company owned trucks.

The route agents are provided a specific area in which they have to sell the product

and every route agent has to sell in his respective area only. The invoice in this type

of sale is charged to the company.

Indirect Selling
Indirect selling is the system in which the goods have to pass through intermediaries

in being delivered to the retailer. The company appoints distributors who work as

middlemen between the company and the retailer.

Indirect selling can be further divided into the following heads:

(1)Primary Selling i.e. (sale from the company to the distributor)

(2)Secondary selling i.e. (sale from the distributor to the retailer)

(3)Tertiary selling i.e. (sale from the retailer to the consumer)

The company is mainly concerned with the primary and the secondary sales; it keeps

track of the secondary sales to gauge the final sale of the company. Company

appoints distributor for specific area covering specific number of retailers.

Retailers are the customer for the company. Company has distributors who deliver

the goods to the retailers. Distributors are provided different volume of sales

according to the past records or through market survey. Certain security deposit &

glass deposit is charged from the distributor.

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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

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 cooler working properly?

• Is the scooler pure?

ATIVATION ELEMENTS

GOCERY

o 3 Tier Rack
o 1 Tier Rack
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 o Arial Mobile Hanger
o Table Top Display
o Self Display

EATING & DRINKING

 Tripod Stand
 Lit Combo
 Non-Lit Combo
 Salt & Paper Tent Card
 Regular Tent Card
 Menu Boards
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  Changeable Insert Boards
 3 cups Strategy Unit
 Changeable Standee
 Changeable Hanging Insert Board
 Counter Utility Display

DISPLAY RACKS

CONVENIENCE

 1 Tier Rack
 Table Top Rack
 Arial Mobile Hanger
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VISI COOLER

PLACE OF COCA-COLA PLANT

1. DELHI PLANT (MAIN PLANT IN INDIA)

2. ASANSOL PLANT

3. PATNA PLANT

4. PUNE PLANT
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 5. NASIK PLANT

6. JAMMU PLANT

7. MUMBAI PLANT

8. GOA PLANT

9. VARANASI PLANT

10. TAMIL NADU PLANT

11. HYDERABAD PLANT

12. KARNATAKA PLANT

BENEFITES OF INSTALLATION A VISI COOLER:

• Attractive presentation of products.

• Consumer convinces easier access to the products.

• Increase in sales & income. When consumer see the product he willing
to buy it.

• It fills the consumers want & willingness.

• Sales person easily know that what is in our cooler

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 LIVE EXPERIENCE
In last I can say that the project successfully done
by us. I gratitude to all the staff of coca-cola those
include me in this kind of live project. It is a live &
imagines experience for me. I always remind it in
my life.

KUNTAL GHOSH
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FINDINGS:

 Company has to develop its service regarding CDA department.

 The numbers of chilling equpment are not sufficient in asansol market.

 Company has to increses their quality the chilling equipments.

 Company has to increses the stock of spear sparts.

 Find purity coca-cola visicooler.

 I find so many visi, D-FREEZ, & other company freeze in different area
in diffent region.

 Company needs well trend technician for the repairing of chilling

equpiment.

 Company needs to take this service depertment under its own

guidance.

 Company needs to increses the numbers of service providers.

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CONCLUSION:

I had a project on marketing & Sales Generating Asstes of coca-cola for

retailers in North Bengal region. The research project work conduct in
different areas of asansol.. In last I conclude the work study that—

 The marketing strategy of coca-cola is batter than it’s main

competitor.

 The market share of coke products is higher then the other products.

 Thumps up is the leading brand of coca-cola in different region.

 Cda service department has good impact on sales volume.

 I found the proper display of product in racks & in cooler.

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LIMITATION OF RESEARCH WORK:

1. Considering that nothing is perfect in the world. Every individual

bound to make mistake at some points. It’s genuine.

2. Limited knowledge of the researcher in the field of research may lead

to interpretation error.

3. The result has not been tested.

4. The respondents may be based or influence by other factors.

5. Information collection took 60 days.

6. A busy schedule of dealers /retailer’s also makes the collection of

information a very difficult one.

7. The projection is based on purely based on verbal meeting.

8. Non co-operative behavior of respondent was a big problem in this

survey.

9. While studying the report the above fact should be taken in to

consideration.

10. The minor concept & techniques at the marketing management

are used significant in the project concern.

11. The research dependent was dependent on the information

provided by the respondent(retailers). It may insufficient.
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 RECOMMENDATION
(SUGGESTION)

1. The company should measure retailer’s satisfaction

regularly.

2. Company can increase sales when it considering more on

retailers, their suggestions or complaints about service or
products, so that necessary action can be taken.

3. Review meeting should be often held, so that the working

pattern of the executives can be checked & improved if
needed.

4. Company representatives should visit retailers & should

make long term relationship with retailers, so that they can
push the products.

5. Increase the dealers & retailers as this will help in making

high sales volume.
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6. Try to continue the good image of the outlets by keeping
more & more good quality of service. By this monopoly will
continue with coke products.

7. Company should attain on small outlets, so their sells can

increase.

8. Now company should launch new taste of soft drinks like

recently launched minit maid & also launch new product in
another flavor.

9. Company should search new area for increasing sale.

10. In winter seasons company should gives more discount &

scheme to retailers, so they sell more our product.

11. Company must take new strategy to fight with local cold
drinks brand.

12. Company should give new dealership in small town.

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SIFNIFICANCE OF THE STUDY
 It gave a chance to use the conceptual knowledge I actual environment
& prepares the researcher to use the knowledge for better in his future
endeavors.

 It helps in the assessing the factors, which influenced the retailer’s

purchasing & selling products to the consumer from coca-cola.

 The study is essential for the rese4archer in partial fulfillment of MBA

curriculum. The study gave the researcher the experiences to conduct
survey.

TO THE COMPANY:

Cold drinks companies are facing a great completion now-a-days.

Consumers are very much aware curious about safety product,
service, brands & other up coming products. This study provides an
inside to the company of strategies must be adopted in order to sell
more products to consumers & also satisfy them
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TO THE OTHERS:

The study gave a insight into various aspects of the Beverage

Companies, discussed in this study. One can easily come to know what is
happening Beverage companies in the current environment. How they
make attraction of retailer’s & consumers mind.

BIBLIOGRAPHY

Reference:

Books Authors

Marketing Research :Naresh Malhotra

Marketing Management: Philip Kotler

Research Methodology :C. R. Kothari

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Websites :

www.quickmba.com

www.indiacom.com

www.yellowpages.com

www.coca-colaindia.com

WE LOVE
TO WIN
WE HATE
TO LOSS………
SALES TEAM
ASANSOL.
15
THANK YOU,

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