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PRESENTATION ON

HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED

Presented by:- HITESH MAHAJAN 2010MBE08

COCA-COLA
INTRODUCTION
Introduced by John Syth Pemberton, a pharmacist, in Atlanta, Georgia, on may 8, 1886. The worlds leading manufacturer, marketer and distribution. Began building its global network in the 1920s. Presently operating in more than 200 countries and producing nearly 400 brands.
Provide a moment of refreshment for a small amount of money- a billion times a day.this was the companys global formula
they worked on.

MISSION
To Refresh the World... In body, mind, and spirit To Inspire Moments of Optimism... Through our brands and our actions

To Create Value and Make a Difference... Everywhere we engage.

COMPETITORS TO HCCBPL
PepsiCo:- Pepsi, Mountain Dew, and Slice, Gatorade sports drink, and Aquafina water, Tropicana orange juice brands. Nestl: 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. Dabur: Introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

PRODUCTS
BRAND THUMS-UP ABOUT
Thumsup is the highest selling beverage brand of India.

TAGLINE
Taste the thunder

COMPETITOR
Pepsi

COCA-COLA

This is the worlds most famous & old brand

Open happiness

Pepsi

LIMCA SPRITE

The unique brand, white in colour Jan 09 report of The times of India claims sprite to be

Do pal taazgi ke

Marinda lemon

Seedhi baat, no bakwaas, clear hai

Mountain dew

the second brand in sales after thumsup

FANTA

This is very popular drink among females

Go bite

Merinda

MAAZA MMNF MMPO

Mango flavoured drink

Asli aam ka maza

Slice, frooti

A lemon drink

Khatti meethi yaadoon ka ras

LMN, nimbooz

This is orange juice

Refreshingly Orange, surprisingly Pulpy

Tropicana

KINLEY

Water, soda

Trust in every drop

Aquafina, Bisleri

BUSINESS DEVELOPMENT BY RIGHT EXECUTION IN MARKET


OBJECTIVE OF THE STUDY :- The main motive of the study is to improve the business of the company by the right execution in the market by understanding the problems of the retailers, and understanding the presale concept.

Right execution daily (RED)


To check the availability of the visi cooler provided by the company to the retail outlets for their products. To check the activation in various outlets. To check the branding order of the various products in the cooler.

Survey has done in the four topics Impurity :- There should be no impurity in
the visi cooler of the company. Brand Order :- CLOJK Availability :- Availability is done according the type of outlet.

Activation :- Activation is important because


it helps to boost the sales of the company. It is done through the Glow sign, Shelf display, flanges. Combo boards, Table tops .

TYPES OF OUTLETS
Volume :Platinum Diamond Gold Silver Bronze 1500 and above 800-1499 500-799 200-499 100-199 30 cases 30 cases 20 cases 7/9 cases 4/7 cases

Channel :- GROCERY STORE, EATING & DRINKING


CHANNEL 1, EATING & DRINKING CHANNEL 2, CONVENIENCE CHANNEL

Income group :- LOW, MEDIUM, HIGH

PROJECT IMPLEMENTATION
I measured the performance of sales team and distributors (RED TRACKER) in outlets with respect to all parameters of execution. I did scoring on the scoring sheet. The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components 1. VISI COOLER - 20 points 2. AVAILABILTY - 65 points 3. ACTIVATION 15 points

THE RED TRACKER

The advantages of pre-sale team are there: This gives more time to the market developer for the activation & branding purpose. By this company can easily implement the RED concept in better way. Presale concept makes assure of more availability of the products in the market. This concept is easy in processing. By this concept market developer can arrange the product in better way. The Company can display its products in proper way so that customers can attract towards it.

HORIZONTAL EXPANSION
Horizontal expansion means inclusion of new outlets. In the training period, I, assisted my M.D.s to open 6 HE and also reopened 1 outlet. HE namely Tara Chand tea stall, Near aircel customer care, bhatindi Kaushal general store, rajiv nagar, narwal Matoo general store, prem nagar Customer departmental store, lower gujjar nagar New caf, nanak nagar. Icy bite, nanak nagar. Reopened at battalion 72 having two 9caser visi coolers.

SOME SUGGESTIONS FOR IMPROVEMENT Vertical expansion- if an outlet is having a visi cooler of 9 cases, it means that it will take a stock for only of 5-6 cases, but to increase the sale we can pull out the 9 cases cooler and in place of it we can give the shopkeeper a 15 cases so that he will take a stock of 13- 14 cases, it will increase the sales of the company. In the convince stores like the pan shops or tea stalls, we can use the areal mobile hangers, which are being used in other cities for the display purposes. In other cities as Delhi, Chandigarh, the company is using dispensers in which the customer puts the money and with only one click he can get whatever brand he/she wants. Increase in the schemes as the Pepsi is providing more schemes as compared to the coca-cola.

FINDINGS
The most popular flavor is Thumsup in the whole market. Coca-cola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales. Sprite has the fastest grown up brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Availability of visi cooler is another issue. The warm display racks are also in a less quantity.

SWOT ANALYSIS
Strengths The strength of the area is the seriousness of the MDs. Coca-Cola has increased its market share from a 58.4% (May) in the sparkling sector to 63.5 %( June). Weakness The distributor channel is one of the weaknesses of the company. The availability in the market is not there. The team of engineers is not appropriate as the complaints have been worked on after 5-6 days. Retailers demanding for more schemes.

Opportunities The opportunity that the company is having is the MITs they are working upon.
The company is going for the MITs which, when done for the first time in Katra, produced much more profits.

Threats The main threat in the area is the light fluctuation due to which the coolers are not functioning properly. 80% of the shopkeepers are complaining about this problem.

The comparisons between the previous scores are as follows:

Area

Bench mark score (May)

Score recorded by me in the market

The current month score (June)

Bhatindi & Sunjuwan

58

68.7

48

Gujjar nagar & Shalamar

70.1

80.5

66.1

Local key accounts & Nanak nagar

36

68

48.5

THANK YOU