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A PROJECT REPORT
On
“ A comprehensive study for coca cola on wet canteens of army area ‟‟
CERE
A Training Project Report
Submitted in partial fulfillment of the requirements for the
Award of the
PGDM 3RD term
Academic Session 2010-2012
Under Guidance of Mr. Ashok Singh ( STL)
Project Guide: Submitted By
PROF. Suchita Gupta Mr. Moiz Uddin
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DECLARATION
I, Moiz uddin, Student of PGDM III Trimester, Session: 2010-2012 hereby declare thatfor the purpose of Training Project Report, I have conducted study on “wet canteens of army area” from the Hindustan coca cola Beverages Ltd.” for the partial fulfillment of Post Graduate Diploma in management. This project is the record of authentic work
carried out by me during the academic year 2010-2012, it is my original work.
Place: Kota SignatureDate: 10/10/2011MOIZ UDDIN
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CERTIFICATE
This is to certify that Moiz Uddin a student of Pgdm III trimester, CH Institute of Management & Communication
has completed Training Project entitled “Hindustan coca cola Beverages Ltd.” - Thisproject has been completed after studying for one year in Pgdm course and for partiallyfulfilling the requirements for award of Pgdm.
The Major Research Project has been conducted under the guidance of “Professor “ SUCHITA GUPTA” of CHIMC and is as per norms.
Corporate Guide ACADEMIC GUIDEMr. Ashok Singh Prof. Suchita Gupta
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MEANING OF PROJECT
The word “Project” has great specification in the field of management before starting
any work we must have an idea about its basic. The meaning of the “PROJECT” is as
follows: -
“P” – The word „p‟ signify the phenomenon of planning, which deals
symbolization and proper arrangement of sen sex and suggestion on respectively
in accordance with need.
“R” – It stand for associated with word resource with which guides to promote
planning.
“O” – This letter stands overhead expenses on unestimated expenses, which occur
in manufactures designed or layout of project.
“J” – This letter stands for joint efforts i.e. Project work which is undertaking
should be completed with a combined effort.
“E” – This stands for engineering i.e. worker undertaken is to be employing
technical process.
“C” – This stands for the phenomenon of constriction on which is more
essentially and basic form of work.
“T” – This stands for the techniques unless techniques to work is not Known.
CONCLUSION: - In general we came to conclusion. That project is
systematic conclusion discussed proposed particularsubject which, include complete information about required to machine
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tools, appliances need the various operation required to be done in well
sequences.
EXECUTIVE SUMMARY
This report is about survey which is being done with 20retailers inARMY AREA of KOTA Rajasthan. The survey was based on mainly
response of retailers, towards thecoca cola Data is collected for various
objectives like market share of coca colafinding new outlets, checking
delivery systems, finding out problems of retailers with the cocacola.
Surveyshows that the market share of coca cola is Maximum with
54% while market share of Pepsi is 41% and remaining 5% is of the
domestic players that are present in the market. Retailers are quite
happy with the schemes of the coca cola. Some of the retailers are
satisfied with coca cola and willing to work with coca cola for a long
time but there are some who were not willing to work with coca cola
because of many reasons like improper delivery, exchange problems,
improper schemes and many other such problems. Therefore coca
cola has immense of opportunity to avail the opportunities which is
not satiated by any company.
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Overall this study shows that coca cola has a great brand image and
retailers satisfaction in the market which can help them to increase
their market share in future.
Table of Contents
S.NO. Title Page No.
1 Company Overview
2 Objectives of the study
3 Research Methodology
3.2 Source of Data
4 Result and discussion
5 Findings
6 Conclusions
7 Recommendations
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8 Bibliography
9 Annescure
Company Overview
Dr. John Smith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886
History of COCA-COLA Coca-Cola was developed in 1886 by Dr. John S. Pemberton
The Early Days
Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, whosold the syrup mixed with fountain water as a potion for mental and physical disorders. Theformula changed hands three more times before Asa D. Candler added carbonation and by2003, Coca-Cola was the world‟s largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognizedbeverage brands in its portfolio.With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887
and by 1895, was being sold in every state and territory in the United States. In 1899, itfranchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by1910. Headquartered in Atlanta with divisions and local operations in over 200 countries
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worldwide, Coca-Cola generated more than 70% of its income outside the United States by2003 International expansion
Coke‟s first international bottling plants opened in 1906 in Canada, Cuba, and Panama.11 By
the end of the 1920‟s Coca-Cola was bottled in twenty-seven countries throughout the world
and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent,
and effective advertising a challenge with language, culture, and government regulation all
serving as barriers. Former CEO Robert Woodruff‟s insistence that Coca-Cola wouldn‟t
“suffer the stigma of being an intrusive American product,” and instead would use local
bottles, caps, machinery, trucks, and personnel contributed to Coke‟s challenges as well with
a lack of standard processes and training degrading quality. Coca-Cola continued working
for over 80 years on Woodruff‟s goal: to make
Coke available wherever and whenever consumers wanted it, “in arm‟s reach of desire.” The
Second World War proved to be the stimulus Coca-Cola needed to build effective
capabilities around the world and achieve dominant global market share. Woodruff‟s
patriotic commitment “that every man in uniform gets a bottle of Coca-Cola for five cents,
wherever he is and at whatever cost to our company”14 was more than just great public
relations. As a result of Coke‟s status as a military supplier, Coca-Cola was exempt from
sugar rationing and also received government subsidies to build bottling plants around the
world to serve WWII troops. Turn of the Century Growth Imperative
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The 1990‟s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD)industry in the United States, achieving only 0.2% growth by 2000 (just under 10 billioncases) in contrast to the 5-7% annual growth experienced during the 1980‟s. While per capitaconsumption throughout the world was a fraction of the United States‟, major beverage
companies clearly had to look elsewhere for the growth their shareholders demanded.
Looming opportunity for twenty-first century was in the world‟s developing markets withtheir rapidly growing middle class populations.
Corporate Social Responsibility
As one of the largest and most global companies in the world, Coca-Cola took seriously itsability and responsibility to positively affect the communities in which it operated. Thecompany‟s mission statement, called the Coca-Cola Promise, stated: “The Coca-ColaCompany exists to benefit and refresh everyone who is touched by our business.” TheCompany has made efforts towards good citizenship in the areas of community, by
improving 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 alsoincluded The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDSthrough partnership with governments, UN AIDS, and other NGOs,
and The Coca-Cola Foundation, focused on higher education as a vehicle to build strongcommunities and enhance individual opportunityCoca-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.
Like its parent, Coke India‟s Corporate Social Responsibility (CSR) initiatives were bothcommunity and environment-focused. Priorities included education, where primary
education projects had been set up to benefit children in slums and villages, waterconservation, where the Company supported community-based rainwater harvesting projectsto restore water levels and promote conservation education, and health, where Coke Indiapartnered with NGOs and governments to provide medical access to poor people throughregular health camps. In addition to outreach efforts, the company committed itself toenvironmental responsibility through its own business operations in India including:• Environmental due diligence before acquiring land or starting projects • Envir onmental impact assessment before commencing operations• 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-ownedbottling operations
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• Energy conservation programs • 50% water savings in last seven years of operations Corporate Communications at Coca-ColaCorporate Communications was a critical function at the Coca-Cola corporation given thenumber of constituencies both internal and external to the company. In addition, thecomplexity and global reach of the Company's operations could not be centrally managedand instead demanded a matrixes team organization.The senior communications position at the company, Senior Vice President, WorldwidePublic Affairs & Communication, sat on the company's executive committee and reported tothe Chairman & CEO at the time of the crisis in India. Director-level corporatecommunication functions included: Media Relations, Nutrition Communications, FinancialCommunications, and Marketing Communications, but the geographic diversity of thecompany's businesses required regionally-based communication leaders in addition to thecorporate resources in place. As a result, five regional communications directors servicedNorth America, Latin America, Asia, Europe, and Africa with their own teams of communications professionals.
In 1888 A S A Candler bought out Pemberton
In 1899 A S A Candler sold the bottling rights for Coca-Cola to Benjamin Franklin
Thomas & James Whitehead
The bottler model was a critical factor in the Coca-Cola growth story even , it is the mostsuccessful business model.
The Woodruff Years ( 1923 - 1955 )
Several initiative introduced
- Personnel training Program- Better Service
- Quality product
Foreign sales group formed to aid global expansion - During world war-II Coca-Cola firmly established as a global brand.- Woodruff's efforts reflect even today in Coca-Cola's Service Orientation and
Global Operational
Woodruff's Innovation
- Six bottle cartoon- Open top metal Coolers
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- Vending machines- Bell shaped fountain glass
Recognizing the power of advertising , Woodruff took the Coca-Cola Company fromAmerican success story to an international powerhouse.
1950's Large sized bottles introduced
Coca-Cola was the first company to make an appearance in Disneyland
1960's Fanta introduced in 1960 s - Market place changes
- New brands beyond the Cola's
- Sprite and Tab introduced in 60's- New packages
- Dynamic ribbon device
1970's National "Groovy" promotions drive
- Great creative
- Hilltop, Mean JoeGreene- Coca-Cola as Americana
-
Coca-Cola enters Egypt&China- 2 litter bottle introduced
- NorthAvenueTower opens 1979
1980's The Coca-Cola system stabilizes
- Diet Coke introduced
- Coca-Cola 100 Years old
- New Coca-Cola introduced
- Coca-Cola Classic born
- Advent of MEGA BRAND
1990's Advent of Non-Carbonated Drinks
- Minute Maid Juices
- To go Nestea, Power Ade, Fruitopia ,Dasani
1993's Coca-Cola Re-enters India
E.NevilleIsdell gets Coca-Cola back to India in 1993
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( 1993 - 2005 )
October 1993
- Coke relaunched in Agra
1993
- Concentrate plant at pune
1996s
- Can , PET , plant started at Pune
1997
- Acquired first bottling plant Barelly
- 37 plants acquired
1998
- First Greenfield plant at Ahemdabad
( 1997 - 1999 )
- 4 bottling Companies
- 22 Acquired
- 7 Green field
2000
- COBO regions
- 1 FOBO operations
In 2005 Coca-Cola India broke into divisions
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Hidustan Coca-Cola Beverages Private Limited ( Bottling)
Coca-Cola India (Company)
The secret formula of Coca-Cola is written in a paper and kept in a bank of Atlanta
The Coca-Cola system uses
- 24 % of Worlds aluminum cans
- 17 % of Worlds PET resin
- 31 % of Worlds HFC's
- 5 % of Worlds Sugar
- 30 % of Worlds aspartane
Coca-Cola is Worlds No.1 Soft Drink Company
4 Of top Brands are owned by Coca-Cola
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The Coca-Cola sells more than one billion drinks a day and employs more than 1,39,000
people all over the world
The Coca-Cola company exists to benefit and refresh everyone who is touched by its
business.
Coca-Cola is the longest continuous sponsor of the Olympic Gamessince 1928
Coca-Cola is the worlds most diverse company doing business in more than200
countries employing people from 215 nationalities and communicating in 126
different languages
Hindustan Coca-Cola beverages Pvt. Ltd. manufactures concentrate beverages base &syrup and sells them to the bothers for the production of ready to drink products .
The manufacturing process includes syrup production ,water treatment ,manufacturing of
finished products , quality control through the process
Robert Goizueta started working at Coke in CUBA as a chemist and later becameC.E.O. of the company
Drinking Habit's in India
People avoid taking water with meals .People eat curry with meals, therefore they do not feel the need for a drink
People do not like to consume cold drinks in winters
INTRODUCTION
Brings Back The Fizz To India
Coca-Cola, the corporate nourishing the global community with the worlds largest sellingsoft drink concentrates since 1886, returned to India in 1993 after a gap of 16 years giving a
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new thumbs up to the Indian Soft Drink Market. In the same year, the Company took overownership of the nation's top soft-drink brands and bottling network. No wonder, our brandshave assumed an iconic status in the minds of the consumers.
A Healthy Growth To The Indian EconomyEver Since, Coca-Cola India has made significant investments to build and continually
consolidate its business in the country, including new production facilities, waste watertreatment plants, distribution systems and marketing channels.Coca-Cola India is among the countries top international investors, having invested morethan US$ 1 billion in India within a decade of its presence and further pledged another US$100 million in 2003 for its operations.
A Pure Commitment to The Indian Economy
The Company has not only shaked up the Indian carbonated drinks market,
and given consumers the pleasure of world-class drinks to fill up theirhydration, refreshment & nutrition needs but has also been instrumental ingiving an exponential growth to job opportunities.
Creating Enormous Job Opportunities
With virtually all the goods and services required to produce and market Coca-Cola being
made in India, the business system of the Company directly employs approximately 6,000
people, and indirectly creates employment for more than 139,000 people in related industries
through our vast procurement, supply and distribution system.
The vast Indian operations comprises 25 wholly-owned- company-owned bottling
operations and another 24 franchisee-owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the Company.
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On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate thenarrow alleyways of Indian cities constantly keep our brands available in every nook andcorner of even the countrys remotest areas.These are only some of the facts that speak about our commitment to the growth of theIndian Economy.
MISSION OF THE COCA-COLA IN INDIA
Create consumer products, services and communications customer‟s service and bottling
system strategy processes 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 profits through the use of finished drinks.
Bottlers as an opportunity to make reasonable to grow profits and volume.
TCCC as trademark enhancement and positive economic value added.
Suppliers as an opportunity to make reasonable profits when creating real value added
in an environment of system wide teamwork, flexible business system and continuous
improvement.
CCI associates as superior career opportunity.
Indian society in the form of a contribution to economic and social development.
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CHAPTER – 3
PRODUCT PROFILE OF COCA-COLA
CONSUMER CHOICE AT A GLANCE
DIFFERENT PLAYERS IN THE SOFT
DRINKS MARKET
WHERE THE MONEY GOES
MODUS OPERANDI
PRODUCT PROFILE OF
COCA-COLA
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There are nine brands of coca-cola in India and they are differ in taste,
flavor and also in their colours.
1. COCA COLA
Coke is considered to be a cola drink. It is generally preferred by all
sections of consumer. This is a case cow brand for the company in terms of
sales revenue.
2.THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in
comparison to coke. It is preferred by all section of consumers but
especially to teen-agers. It is a big source of company to cash its publicity.
3.LIMCA
Limca is considered to be lemony in taste, and comes under the
category of cloudy lemon because of its colour, which is
Similar to that of clouds. It has to yield good sales revenue. It is
generally preferred by Children & Women.
4. FANTA
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FANTA ORNAGE, It is orange flavor & preferred by Children &
Women.
5. FANTAAPPLE
FANTAAPPLE, It is apple flavor preferred by Children & Man,
Women .
6.MAAZA
MAAZA MANGO, in maaza cold drink no gas only based on juice. It
is a non-aerated soft drink. It is preferred mostly Children & Women.
7.KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used
with alcohol and used by adults.
8.SPRITE
Sprite is a good product at cola and contains at lemon flavor. Andpreferred by all age of people.
9.KINLEY WATER
Kinley water is a fresh and mineral water and marketcompetitor of
Bisleri and Aquafina.
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10.MINUTE MAID
In Minute maid pupply orange cold drink no gas only based on orange
juice. It is a non-aerated soft drink and market competitor of Tropicana
Twister.
11.DIET COKE
Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free
patients.
PRODUCT MIX
Products
The group manufactures and markets Carbonated and Non-Carbonated Soft
Drinks and Mineral Water under Coca Cola brand. The various flavors and
sub-brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple,
Mazza, Pulpy Orange, Kinnley Soda, Kinnley Water.
CAN
Diet Coke, Coca Cola, Thums Up, Sprite.
Brand available in 200ml.
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1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza
6. Mazza Tetra Pack
Brand available in 300ml.
1.Thums Up
2.Sprite
3.Limca
4.Kinley Soda
Brand Available in CAN (330ml)
1. Diet Coke
2. Coca Cola
3. Thums Up
4. Sprite
Brand Available in (350ml)
1. Coca Cola
2. Thums Up
3. Sprite
4. Mazza
5. Pulpy Orange
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Brand Available in (500ml)
1. Mazza
2. Pulpy Orange
3. Kinley Water
Brand available in (600ml)
1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
Brand Available in (1Ltr)
1. Kinley Water
2. Pulpy Orange
Brand Available in (1.2 Ltr)1. Coca Cola
2. Thums Up
3. Sprite
4. Limca
5. Mazza
Brand available in (2 Ltr)
1. Coca Cola
2. Thums Up
3. Sprite
4. Limc
Price of the product
Product Bottle in MT Price
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200 ml 24 168
200 ml Mazza Tetra Pack 24 216
300 ml 24 215
250 ml Mazza 24 330
330 ml Can 24 580
350 ml Thumsup 24 468
500 ml Mazza 24 168
500 ml Pulpy Orange 24 498
600 ml Soda 24 216
600 ml PET 24 444
1Ltr. Kinnley 12 104
1Ltr. Pulpy Orange 12 552
1.2 LtrMaaza 12 552
1.2 Ltr Pet 12 207
2 Ltr PET 9 459
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CONSUMER CHOICE AT A GLANCE
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Coca-Cola Mainly preferred by the Youngster & Kids.
Thums-Up Youngster.
Limca Common Drink.
Fanta Basically Preferred by Ladies and Kids.
Maaza Also Ladies and Kids.
Sprite Not clearly defines.
Kinley Soda Mostly those who consume liquor.
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beginning. The thirst quenchers are trying hard to have the major piece of
the apple of overall carbonated soft drink market. Both the players are
spending their energies in building capacity, infrastructure, promotional
activities etc.
Coca-Cola, being 11 years older than Pepsi, has been dominating the
scene in most of the soft drink market of the world and enjoying the
leadership terms of the market share. But the coca cola people are finding it
hard to deep away Pepsi, which has been narrowing the gaps regularly; the
two are posing threats for each other in every nook and corner of the world.
While coca cola has been earning most of the part of its bread and butler
through beverages sales, Pepsi has a multi products portfolio with a
handsome portion from the same business.
The two warriors are face to face once again here in India with
different strategies and policies to attack at rival Coca-Cola is focusing
upon the joint ventures with the existing bottlers to enhance its control onmanufacturing and marketing of its product range and attain the quality
standards of its class. Countering its Pepsi has taken the baton in its own
hands by floating and investment of $95 millions to set 6 Pepsin Co. India
Holdings, a subsidiary for company‟s owned bottling operation (COBO).
Both of the companies are following different path of reach the same
destiny i.e. to fetch the bigger portion of aerated soft drink market in India.
Both the competitors have distinct vision and priorities about the
Indian soft drink market. Through having so much difference and distances
with each other, they both consider India as a huge potential market as per
capita consumption here in more 3 servings per year against an
international of 80. Throughout, they are putting their best efforts to woe
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Indian consumer who has to work for 1.5 hours to by a bottle cross over for
both the athletes running for getting No.1 position.
Coca-Cola is well set with its 53 bottling sites throughout the country
giving it an edge over competition by possessing a well built manufacturing
and distribution set up on the other side of picture, Pepsi, with two more
year in India, has been able to set an image of winner this giants are ready
to turn every stone of opportunity with a mindset of long tenure this time.
Coca-Cola has been penetrating the market through its wide product
range with a determination to change competition pattern of soft drink in
India. Firstly, they upgraded the whole industry by introducing 300 ml
bottles, which in turn, had given the industry a booming growth of 20 % as
compared to earlier 5%. They want to develop a coca culture here and are
working on a strategy to offer soft drink in every possible package. In coca
cola camp, the idea of competition has not come from Pepsi, but from the
other beverages such as tea, coffee, nibupani, water etc.
Pepsi is quite aggressive in its approach to Indian consumer. They are
desperately working in the strategy to be winner side in the hot cola war
between two big barons. According to Pepsi philosophy it‟s the madness
that encourages executives to thin to conjure up those creative tactics to
knock the fizz out of their competition. Pepsi had pumped a large amount
on the visibility of its blue-red-and-white logo. They have been going with
aggressive marketing by putting Sachin Tendulkar , Shahrukh Khan now
Imran khan is in their advertisement to endorses their brand, the role
models for its targeted consumer the teenagers. They have increase the fizz
in the market price by introducing the dispensers called fountain Pepsi and
been enjoying a lead over its rival three.
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Coca-Cola on theotherhand, it has been working on the saying „skew‟
and stead with „race‟, side by side retailing to the every move of its
competitor. They have produced the shield ofThums Up with a handsome
market share in India soft drink market. Countering Pepsi; international
commercial that used two chimpanzees to coke a snack at coke, Thums Up
came with the aid line, “Don‟t be Bandar, taste the thunder” Also Thums
Up has been positioned now very near to that of young in age of Pepsi and
giving it tuff time.
Everything has been put on fire by these cool merchants. If Coke got
the status of the “Official drink of Wills World Cup”, Pepsi blushed as
“Nothing official about it”. As ThumsUp projected as „SaareJahan Se
Achchha‟. Pepsi was passionate enough with „Freedom to be‟. When
Thums Up came up with „Thunder Blast‟, the other one offered, Pepsi
„Stuff Card‟. If red color is meant for Coke, Pepsi has chosen to be Blue. In
this way, Indian consumer is getting more fizz and punch from the two big
brothers and he has to given not about the winner.
ADVERTISING
Advertising is non-promotion of goods and services, by a sponsor (a
firm or person) who can be identified and who has paid for this
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communication. This purpose of advertisement is to sell something a good
service, idea person or place, either now or later this goal, reached by
setting specific objective that can be expressed individual ads. Those are
incorporated into an advertising campaign recall again from the buying
decision process that buyers go through a series of stages from unawareness
to target customers to the next stage in the hierarchy say from awareness to
interest.
Advertisement plays an important role in the success of coca cola
product since its first newspaper ad. In 1886 that red, coca cola delicious
“Refreshing Exhilarating” Invigorating”. Advertisement is a key of
implementing a strategy over one hundred year old to trigger desire as offer
and in as many ways as possible.
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2.AmirKhan &AshwaryaRai(both cine stars), which targeted younger
generation. This add. Contained imagery of rugged and romantic for
330 ml of coke. Theme “ Coca Cola Ho Jay”.
3.Another cola drink from coke i.e. “Thums Up”.
4.Limca leaving its old image of “Lime-n-Limoni” drink is been
shown as in the add. FeaturingShaif Ali Khan. A drink that could just
change the mood at time of disappointment lines. “Gala Gaya
SookhLimca Key LiyeRuk”.
5.Fanta add. Showing children having lines “Bold Ho Jayo”.
6.A family giving new look to Maaza “ Taaza Mango”.
7.Diet Coke the exiting add. on the pool with fall swing calling “Taste
The Power Of One Calorie”.
8.AmirKhan in the as on Mini Coke very interesting and Roman tic
add.
PROMOTION BY THE COMPANY
All advertisement expenditure is incurred by coca-cola India, but only
D.P. Board, wall painting, S.G.A.‟s etc. Company spends on it around 8-9
% total sales company invested 305 crore rupees in advertisement Budget.
Radio.
T.V.
Hoardings.
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Road signs.
Sticker.
Neon light.
Banners.
Newspaper.
Magazines.
Exhibition.
Posters.
Sponsoring local events.
CHAPTER – 5
MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES
OF COMPANY
CRITERIA FOR PROVIDING FREE
CHILLING EQUIPMENTS
S.G.A PROVIDING COMPANIES
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MARKETING DEPARTMENT
SALES PROMOTION TECHNIQUES OF COMPANY
1. Good Advertising.
2. Effective Incentive Policy.
3. Quality.
4. Wide & Deep Distribution System.
5. Attractive packaging.
6. Allotting SGA‟S (Refrigerator, Chest cooler, Table Umbrella,
Chairs etc.) to retailers.
7. Decorating Retailers shop by display board, dealer‟s board etc.
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CRITERIA FOR PROVIDING FREE CHILLING
EQUIPMENTS
With every 1-2 crates purchased daily or alternatively an
icebox is provided.
For an average consumption of 5-6 crates a visi-cooler of
4crates.
For a purchase of 7-8 crates daily visicooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visicooler or deep
fridger is provided.
With every chilling equipment a steplizer is provided it may be of
1 KV or 5 KV.
S.G.A PROVIDING COMPANIES
All these industries are enlisted and approved by Coca-Cola.
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CHAPTER - 6
OBJECTIVE OF THE STUDY
R.E.D. CONCEPT
PRE SALE CONCEPT
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We have built a foundation to ACCELERATE the journey
towards a World Class Selling Organization
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FIGURE 2: VISIONFOR SUSTAINABLE GROWTH
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OBJECTIVES OF RED 20
Reinforce execution standards
Enhance execution capability
Have a greater impact on business
Increase action orientation
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RED is much more than being the World‟s largest Retail track
It involves defining the Picture of Success, Actual Execution, Building
Capability of the frontline, improve associate engagement and a
process of Continuous improvement
We have made only minor changes in SCORING
Increased the weight for AVAILABILITY
RED Parameters 2007
Visi cooler : 35%
Availability : 40%
Activation : 25%
RED Parameters 2008
Visi cooler : 30%
Availability : 50%
Activation : 20%
• Greater focus on availability (10 points more)
• Focus on primary packs across channels
• Drive single RGB per outlet
• MMPO added as the second Juice after Maaza
• Maaza& MMPO need to go together to prevent
cannibalisation
•
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• Minor changes in points allocation for Cooler parameters
• 10.5 caser added as additional standard in relevant
outlets
• Greater focus on brand order compliance
• Simplified the list of activation elements
• Greater focus on branded menu cards / boards to drive
incidence
• Removed tent cards
• OBM /Drinking shots added as a parameter across
channels• Points for grocery rack only if it is pure & min 50%
charged
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R.E.D CONCEPT
R.E.D is the survey method that company started earlier. For the
survey of R.E.D., Company had hired the person from A.C. NIELSON
one of the best survey company. This survey gets done once in a month.
R.E.D is the set of norms divided into outlet wise.
ABOUT THE R.E.D SURVEY
The survey named as R.E.D. (RIGHT EXECUTION
DAILY).
The survey has been conducted to check the cooler
management, availability of products & activation of
coca-cola in various outlets.
The survey was based on three topics: -
Firstly, I have to check the cooler management i.e.
the cooler that was provided by the company to the
customer, are properly managed/working or not.
And lastly the most important aspect of cooler
management was the brand order.
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Secondly, I have to check the availability of the
product i.e. whether the product is available to the
customer or not.
Lastly, I have to check the activation, which is a very
important because activation helps to boost the sales.
Activation is done through boards i.e. glow sign.
DPS, Flanges and Combo boards. Mostly combo
boards are given to the E&D outlets. And is very
helpful in attracting the customers. Rack with
header is provided to the Grocery outlets, which
should be fully charged.
Right Execution Daily (R.E.D) is the diversification of outlets as
Channel, Class, and Income. Let‟s know what are the Channel, Class,
and Income respectively.
CHANNEL
Which type of outlet is this like E&D (Eating & Drinking),
GROCERY, or CONVENIENCE?
GROCERY
Outlet primarily engaged in retailing of food & various household
items. It includes Grocery (Outlets dealing mainly in grains, provisions,
spices, edible oil, vanaspatietc) and General Stores (Outlets selling
items of day-to-day requirements & stocking a varity of branded
products)
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E&D
There are two types of E&D Outlets
E&D TYPE 1
The outlet does not have place to sit . It includes Bakery, Sweet shops,
QSR, Juice Centers, Soft Drinks Shops etc.
E&D TYPE 2
The outletr should have a place to sit. It includes Sit down Restaurants,
Bars, Dhabas, Cafes etc.
CONVENIENCE
Includes outlets which are small stores or shopes, generally accessible
locally. These are often located alongside busy roades. It includes
Chemists, STD Booths, Pan Shops etc.
OUTLET VOLUME
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Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?
BRONZE
Those outlets, which sells < 200 c/s per year.
SILVER
Those outlets, which sells 200-499 c/s per year.
GOLD
Those outlets, which sells 500-799 c/s per year.
DIAMOND
Those outlets, which sells 800 & above c/s per year.
INCOME
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Whoever costumer comes on shop which income class they belongs like
high Income, medium Income, low Income.
R.E.D.
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(RIGHT EXECUTION DAILY)OUTLET WISE DISTRIBUTION OF R.E.D
CHANNEL CLASS LOCALITY INCOME GROUP
Convenience Diamond High
Ex – Pan shop, P.C.O etc. >800c/s sale
Grocery Gold Medium
Ex – General store, 500-799c/s sales
Provision store etc.
E&D (Eating and Drinking) Silver Low Ex – Restaurant, Hotel etc.
PRE-SALE CONCEPT
This is the new concept that had started from the year 2007. In the Pre-Salethe company takes order one day before and accordingly company deliverstheir products for each route.
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CHAPTER - 7
M.I.T.
Methodology and details
After MIT The Road Ahead
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MIT ( MARKET IMPACT TEAM)
KANPUR
Objectives
Horizontal Expansion (HE)
Chilling Equipment
– Place Iceboxes
– Identify o/l for OIF
– OYA
Achieve GOD
Identify o/l for Cooler up gradation
Identify o/l for Cooler prime position (to do list)
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METHODOLOGY AND DETAILS
Duration of Activity – 4 days ( 15/4 – 18/4)
Identify clusters based on area/zone, opportunity, potential,
competition.
Identify teams-summer trainee, co-ordinate with agency team.
Set deliverables
Launch Trade Scheme
Rs 1540 = 5 Empties + Ice Box + Activation element (Flange)
5 MT COSTS = 5 * 140= 700
FLAVOUR COST = 5* 168
= 840
ICE BOX = 5 MT + FLAVOUR
700 + 840
1540
Resources Utilized during Activity
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Agency Manpower – 20
Summer Trainee – 12
Vehicles---10
Distributor manpower- cummulative 21
After MIT – The Road Ahead
• Include New outlet in the PJP of MD/Pre-seller/Salesmen.
• Track Billing of Ice Box Outlets
• Follow up on OYA leads
• Complete OIF formalities and Install Visicooler/grouting.
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Chapter- 8
Objectives
Importants of opening new outlet
Identification of potential outlet
Process of open a outlet
Deal with objection and Query
Horizontal expention flowchart
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Research Methodology
Primary research is being conducted for over 20 coca cola retailers.
Research was done with the help of a questionnaire, where we ask
different question based on fixed pattern, answers given by the
retailers was recorded in a separate answer sheet which was provided
to us by the Hindustan coca cola beverages ltd .
Source of data: - Primary and secondary sources of data have
been used in the study.
1. Primary Sources:-
Primary data was collected to get first hand information:
Primary data was collected by using an appropriate
questionnaire.
2. Secondary Sources:-
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Secondary data was collected from various lists that were given
to us by the coke Sales Representative in which names and
locations of various retailers were mentioned.
Research Instrument:-
Structured questionnaires having open ended as well as close ended
questions were employed for workers and managers. Various
observational parameters were also used for this study.
Analytical Tools:-
The data was analyzed with the help of Microsoft Excel. Analysis
was presented in the form of averages, percentages and graphs like
bar graphs and pie charts.
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Result and Discussion
The project was mainly based on thewet canteens of army area. Theanalysis is mainly based on the observation and questionnaire. Thetopics were population, current status , visi cooler, emptys, address,
contact no., services, annual sale etc
1) What are your sales in a day?
a) 1 – 5 crate b) 6 – 10 crate c) 11- 15 crate d) 16 or above
As per the chart, sales are at maximum for 1 to 5 crates a day which is
done by around 55% of coca cola retailers. As the sales of coca cola are
0%
10%
20%
30%
40%
50%
60%
1-5 crate 6-10 crate 11-15 crate 16 and above
Sales per Day
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increasing retailers who sells 6 to 10 crates are also doing great in the
market as they consist of 25% of the total sales.
2) What is your current stock?
a) 1 – 5 crate b) 6 – 10 crate c) 11- 15 crate d) 16 or above
As per the Bar chart, retailers is maintaining good quantity of coke
with a view to sell more, this can be analyzed from the chart that 45%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1 – 5 crate 6 – 10 crate 11- 15 crate 16 or above
Current Stock
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retailer i.e. around 8 retailers maintain crates of stock. They are
maintaining this stock with a view of free flow supply of coke
products in case of any emergency.
3) What you sell more?
a) Coco cola b) Pepsi c) Others
Sales of Coca Cola are more than the PEPSI is clearly seen from the
Above Pie chart. Sales of Coca Cola are 50% whereas sales of the
PEPSI are only 46% of the total sales which means Coca cola is bit
Pepsi
46%
Coca Cola
Others
4%
Sales
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ahead of Pepsi in terms of sales whereas local brands also captured
4% of the total market share.
4) Who gives you better schemes?
a) Coco cola b) PEPSI c) Others
Schemes given by the coca cola is far better than PEPSI and otherplayers in the market. As the Pie chart shows that the retailers are
coca cola 60%
PEPSI 35%
5%
0%
Better Scheme Providers
Pepsi Coca Cola other
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happy with schemes provided by the coca cola than the other players.
60% of retailers said that the schemes given by the coca cola are
better.
5) Does market developers (m.d) tell you about all schemes?
a) Yes b) No
As the Pie chart shows that 70% market developers communicates
about all the schemes to their retailers but remaining 30% does not
communicates about all the schemes, which may be a factor of
concern for the coca cola.
Yes
70%
No
30%
0% 0%
Schemes
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6) Do you get the schemes which were communicated to you by
market developers?
a) Yes b) No
As the Pie chart shows that 75% of Coco cola retailers responded that
they got theschemes which were communicated by the Coco cola( m.
d) but remaining 25% of retailer responded that they were not getting
what they have been communicated by the ( M.d ) which causes a
problem in the market.
Yes
75%
No
25%
0% 0%
Getting Schemes
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7) Do you get delivery on time?
a) Yes b) No
As per the Pie chart given above it is clear that the Coco cola delivery
system of the merchandise is quite good as it satisfy its 90% retailers
while 10% retailers are still unsatisfied with the delivery system of
the Coco cola. Therefore they have to be cautious in order to make
Yes
90%
No
10%
0% 0%
Delivery on time
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the remaining 10% retailers happy because 10% means retailers which
are a huge number.
8) Are you satisfied with the Coco cola services and schemes?
a) Yes b) No
As shown in the pie chart Coco cola satisfaction level is very high.
80% of the Coco cola retailers are happy with schemes and the
services provided by the Coco cola but they have 20% retailers which
Yes
80%
No
20%
0%
0%coca cola Satisfaction
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are not happy which may be due many reasons like no timely
delivery, mismatching of orders etc.
9) Are you facing any problems with Coco cola? If yes please specify.
a) Yes b) No
Yes
30%
No
70%
0% 0%
Problems with coca cola
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Fluctuations in demand
„
“Findings”
Sales of coca cola in Kota army are 41 % whereas sales of Pepsi
are 54% and the local players has its sales of 4%.
Average current stock with the retailers is 6 to 10 crates
Schemes provided by the coca cola are better than the Pepsi and
other players in the market. 80% of the retailers like coca cola for its schemes and services
provided.
90% of retailers like coca cola for its delivery on time.
70% of the coca cola retailers said that they have no problem
with coca cola and they are enjoying working with them.
70% of the retailers get full details about all the schemes from
the coca cola market developers.
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“Recommendations and Suggestions”
Keeping a record of merchandise on daily basis would be helpful
in avoiding stock out conditions.
Checking of bill book will help in knowing whether bill is
provided to retailers or not.
Coca cola could make necessary corrections in their delivery
system so that they can unsure correct delivery at right time.
Route Agent working could check regularly so that noembezzlement of merchandise can take place.
Schemes which are being communicated to retailers should be
provided to maintain the relationship.
Incentives provided to can increase their enthusiasm which can
lead to increase the sales.
A frequent check of visi cooler provided to the retailers could
reduce its maintenance problems.
Surprise visit can be made to check the working of market
developers.
Complains should be entertain as soon as possible to increase
customer satisfaction.
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Conclusion
Market share of cola cola is approx. 70%incomparison of
previous share 41%
Services provided to retailers are satisfactory.
Five new oulets are being opened
Schemes provided by the coca cola were better than thecoco cola
and other players in the market.
Delivery system of the coca cola is good but they need little
more affords.
It has problems in replacement procedure.
Coca cola m.d should communicate about all the schemes to the
retailers which they are not communicating.
Order taking has a problem of mismatching of orders means
they are delivering those brands which are not being ordered.
Replacements system is not that efficient as they were taking
long time to exchange the goods.
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Bibliography
www.coca coala
www.wikipedia.com
www.cocacola.com
Annexure
Questionnaire
OWNER’S NAME
OUTLET NAME
CONTACT No.
ADDRESS
1) What are your sales in a month?
1 – 5 crate b) 11 – 20 crate c) 21- 30 crate d) 31 or above
2) What is your current stock?
1 – 10 crate b) 11 – 20 crate c) 21- 30 crate d) 31 or above
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3) What you sell more?
a) Coco cola b) coke c) other
4) Who gives you better schemes?
a) Coco cola b) coke c) other
5) Does market developer ( m.d) tell you about all schemes?
a) Yes b) No
6) Do you get the schemes which were told to you by m.d?
a) Yes b) No
7) Do you get delivery on time?
a) Yes b) No
7) Are you satisfied with the Coca cola services and schemes?
a) Yes b) No
8) Are you facing any problems with Coco cola? If yes please specify.
a) Yes b) No
9) Any suggestions.
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