Introduction. Project RF

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Summer Training Project Report

On

MARKETING STRATEGIES AND DISTRRIBUTION

CHANNELat Coca Cola Beverage Pvt Ltd.

Submitted In partial Fulfillment Of The Requirement

OfMasters of Business Administration (MBA)

Submitted to: Submitted by:-Prof.: Mr. Sandeep Sharma Md . Rizwan FirdousMIMT,Gr.Noida Roll No.1215270040

MBA : 3

rd

Sem.

Mangalmay Institute Of Management & Technology

Greater Noida (U.P.)


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ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge giving my sincere, gratitude to

all persons who have helped me in the preparation of this dissertation. First of all, I thank

GOD ALIMIGHTY for the blessings showered on me throughout this project work, which

has helped me in the successful completion of the training. I express our thanks to Coca cola

Hindustan Beverages Ltd. for granting me the permission to work with the esteem

organization. I am also thankful to Mr. Ashutosh Sharma (Sales Co-Ordinator) and then to

Mr. Chitesh Tiwari (Marketing Execution Manager) and then to Devendra Kumar (SE) and

then to Pankaj Chaudhary (Logistic Co-ordinator) of Coca cola Hindustan Beverage Ltd.

They guided and helped us in all possible ways they could, at every stage of the report.

I would also like to thank all the Executives, distributors & staff of Coca cola who provided

us all the relevant information and their kind support, on the basis of which this report has

been prepared.


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DECLARATION

I hereby declare that I have carried out Summer Training Project on the topic entitled

Comprehensive Study of Coca Colaat Patna, Bihar.

I further declare that this project work is based on my original work and no part

of this project has been published or submitted to anybody.

Md. RizwanFirdous

MBA (3rd

Sem)


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PREFACE

In summer the consumption of soft drinks is more due to hot weather in this time chilled

weather is needed everywhere and every body irrespective of age difference. In the market

peoples not only need water, but they want same taste too. Here comes the need of soft

drinks: it has become an essential part of market as people like it in addition to the bottles,

now days packages of soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and

dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all MBA. a participant are required to undergo practical

summer training in any industry for 6 to 8 weeks period. The main objective of this training

is to supplement theoretical knowledge with exposure to practical operator of an organization

or industry. Candidate tale much help from this training when he get the job after completed

the curriculum in this training candidate get the better opportunity to in meet the Retailer

conjurer, whale sellers dealer by which candidates gain more and more information about the

market. By this practical Experience candidate confident level is improved. Consequently we

can say this training provide better understanding of all functional areas of management

skills.


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CONTENTS

TOPIC PAGE NO.

CHAPTER 1

INTRODUCTION

10

OBJECTIVE 13

OBJECTIVE OF THE STUDY 18

RESEARCH OF METHODOLGY 23

LIMITATION OF THE STUDY 25

CHAPTER 2

COMPANY PROFILE

27

CHAPTER 3

DATA PRESENTATION & ANALYSIS

55

CHAPTER 3

RESEARCH METHODOLOGY

60

CHAPTER 4

FINDINGS

79

CHAPTER 5CONCULSIONS & RECOMMENDATIONS 81


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LIST OF FIGURESPage no.

Figure 1 15

Figure 2 21

Figure 3 39

Figure 4 39Figure 5 40

Figure 6 41

Figure 7 41

Figure 8 42

Figure 9 43

Figure 10 43

Figure 11 43

Figure 12 44

Figure 13 44

Figure 14 44Figure 15 45

Figure 16 46

Figure 17 67

Figure 18 68

Figure 19 70

Figure 20 71

Figure 21 72

Figure 22 72

Figure 23 73

Figure 24 74

Figure 25 75

Figure 26 76

Figure 27 77

Figure 28 78

LIST OF TABLES

Page no.

Table 1 16

Table 2 16

Table 3 45


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CHAPTER 1


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Introduction

Modern age is full of competition. Today only way of success is your continuous efforts

towards the growing market needs and in satisfying them. It is the marketer job to know what

the market speaks i.e. the ever changing needs of the customer through market research &

adopt them fruitfully. It is must for all the companies to make policies according to the

customers and the govt. Today to succeed for any organization has to target its customer

needs, to create a culture in the organization i.e. market conscious & responsive to customer

needs. Soft drinks industry has become big business in India in recent years.

The soft drink business under went major change with the entry of PEPSI and re-entry of

COCA-COLA in India in the late 80s when Parley with brands like Thumps, Limca & Gold

spot was a clear leader. Coca-Cola took up the product line of parley in 1993-94; today both

brands are the Indians favorite soft drinks.


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HISTORY OF COLA

The cola industry has phenomenal possibilities for rocketing profit growth inspite of the sign

of relief heaved by the manufacture at the abrupt sensational termination of coca cola

monopoly the tastes of cola is by no means extinguished the coca. Cola have a status symbol

to it..., generated by the sub standard, penetrated, advertising and extensive distribution

network.

Total soft drink segment is growing at the rate of 10% per year still if international standard

area considered the per capita consumption of three serving in rock bottom, less than even

our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind of a

market potential coke entered in India in 1991 after the permissions of setting up Britico

Food company to coke was granted by the government in Pune in 1992 the plant was

established for is deducted then the bottle are taken out of the line and cleaned again or

rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water the

sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data batch number and

Time.

After crowing the bottle, the bottle comes again at checking screen for checking the bottle.


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FIGURE 1


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OBJECTIVE

The objective of my training is survey in SABZIBAGH and DANAPUR (A&B Routes) in

order to find out Market Share Of Coca Cola And Channel Of Distribution it means we have

to find that what is the market share of coca cola in the market and what is the market share

of his competitor Pepsi and we have to find that customer take coca cola brand from company

vehicle or from dealer.


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OBJECTIVES OF THE STUDY

In this study an effort has been to several factors which need to be taken due consideration to

adhere to the advertising, sales promotion and various sales influencing factors of the soft

drink market.

In the fast changing competitive as well as economic scenario all around the world and the

domestic front, the main objective of the study are:-

To study the promotional policies of the beverage companies onto various highways.

Study the comparative adds promotion by Coke in respect to Pepsi.

Analysis regarding displays set up on the highways by the companies in order to induce

the sales.

Study for designing the budget requirement of the company for the coming year mainly

focusing marketing of the product.

Basically survey on the type of promotional setback faced by their product not

representing up to mark performance.


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RESEARCH METHODOLOGY

TECHNIQUES FOR SALES PROMOTION

1) Product availability

2) 100% rich

3) Good relation

4) Warm display

5) Cold display

6) Proper singer

7) Rich at one time

8) Fulfill your commitment

1) Product availability

It means all the flavors of coca cola should be available at one time. By which customer

can able to give any flavors to the consumer and can give the satisfaction.

2) 100% rich - it means. Company top management always should always worry about the

quality of all the brands. If any organization wants to service in the market and wants to

better image then quality play a very integral role so for sales promotion quality should

by 100% good.

3) Good relationcompanys executive, sales man should make good relation from dealer,

whole seller and retailer. There is only 20% brand loyal person. Remaining 80% impulse

selling is going on. It means in India in cold drinks line which ever brand consumer seefirst of all that brand will demanded by user. The selling is high that particular brand. So i

want to say that if. The executive relations will goods from dealer, whole seller retailer.

Then he will arrange coke brands on front of shop by which coke selling will improve.

4) Worm display

5) Cold display

6) Proper shin age - proper shin age also play a key roll in more selling.


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7) Fulfill our commitment if executive promise to the customer of any type. Then

executive shovel fulfill his promise, such as. Executive say that to the retailer if you will

sell 1000 carrot in this month then i will give you a coke fridge. If retailer has sold out

1000 carrot in the a month then executive should fulfill is commitment. By this manner

selling will also improve.

METHOD ADOPTING IN THE RESEARCH

PRIMARY METHOD

Adopted the personnel personal interview method in this method we made a

questioner with this questioner we used to go in the market and see the customer

one by one.

First of all we used to give the introduction with smile enthusiastic and with

proper eye contact and demand to give 2 or 3 minute to fulfill his questioner and

then after we started to put the questioner at the retailer and completed the

questioner.

(i) Questionnaire Method

(ii) Personal Interview

SECONDARY METHOD

This method is most appropriate method for collecting the data. By this method researcher

get the actual report


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DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire

method has come to the more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal responses

to questions, written or oral. I found it essential to make sure the questionnaire was easy to

read and understand to all spectrums of people in the sample. It was also important as

researcher to respect the samples time and energy hence the questionnaire was designed in

such a way, that its administration would not exceed 4-5 minutes. These questionnaires were

personally administered.

The first hand information was collected by making the people fill the questionnaires. The

primary data collected by directly interacting with the people. The respondents were

contacted at shopping malls, markets, places that were near to showrooms of the consumer

durable products etc. The data was collected by interacting with 200 respondents who filled

the questionnaires and gave me the required necessary information. The respondents

consisted of housewives, students, businessmen, professionals etc. the required information

was collected by directly interacting with these respondents.


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THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would like them

to be. Also called the audience the audience to be served by our project includes key

demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries

of a program. This will be either all or a subset of potential users, such as adolescents,

women, rural residents, or the residents of a particular geographic area. Topic areas:

Governance, Accountability and Evaluation, Operations Management and Leadership. Apopulation to be reached through some action or intervention; may refer to groups with

specific demographic or geographic characteristics. The group of people you are trying to

reach with a particular strategy or activity. The target population is the population I want to

make conclude an ideal situation; the sampling frames to matches the target population. A

specific resource set that is the object or target of investigation. The audience defined in age,

background, ability, and preferences, among other things, for which a given course of

instruction is intended.

I have selected the sample trough Simple random Sampling

SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

Project goals

How you plan to analyze your data

How variable your data are or are likely to be

How precisely you want to measure change or trend

The number of years over which you want to detect a trend

How many times a year you will sample each point

How much money and manpower you have


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SAMPLE SIZE

I have targeted 60people in the age group above 15 years for the purpose of the research. The

target population influences the sample size. The target population represents the BIHAR

regions. The people were from different professional backgrounds.The details of our sample are explained in chapter named primary research where the

divisions are explained in demographics section.

TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem

3) Analyzing the Problem

4) Take Solution

5) Application the Problem

6) Solving the Problem

MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The company have good market

share app. 67% and remain 33% market share covered by his close competitor Pepsi in this

Area.

Last years situation was not that. Last years market share of coca cola and pepsi was app.

Same in the market but in this year company adopted new strategy and provided good service

and provide more and more customer satisfaction company top management have taken a

good decision in this year. Decision was that all the flavors rate should be decreased by

which lower level people can be taken the enjoy of coke and the company provided a new

flavor of 200 ml in the birth rupees of 5. This brand have got good position in middle level

and lower level family so by the virtue of good strategy company have got good market share

app. 67% right now coke position is much more strong. Comparison to Pepsi.


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Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGEPulpy orange Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

Kinley Water Kinley Water

(kinley) (aqafina)


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FIGURE 17


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CHANNEL OF DISTRIBUTIONOUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA

Company

Manufacturing goods

Depote

Distributor Company

Vehicle

Retailer Retailer

Consumer Consumer

FIGURE 2


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LIMITATIONS

The HIGHWAY SURVEY being conducted as the project work under Hindustan Coca-Cola

Beverages Pvt. Ltd. Mainly dealt with the following limitations:-

1. The survey report that was conducted had a pre-defined boundation of

interviewing the retail outlet owners. Its based on simple observational

analysis which may lead to deflection at the time of conclusion arrival.

2. The survey sheet being designed had a limited scope of primary data

coverage only. It did not take into consideration the other availability of

supply and Co ground on which it decided upon the provision of

distribution of the promotional accessories.

3 During the entire survey the retailers willingness for acquiring the

accessories in accordance with the schemes followed with them could not be

noticed. This could be one of the reasons of the non-appropriate promotional

efforts in making an awareness

among the customers


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FIGURE 3


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CHAPTER 2


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Company Profile Coca-cola (US)

Coca cola is a world leader in beverages, with revenues of about $35 billion and over 180,000employees. The company consists of the snack business of Frito-Lay North America and the

beverage and food businesses of Coca cola Beverages and Foods, which includes Coca colaBeverages North America (Cola North America and Gatorade/Tropicana North America) andQuaker Foods North America. Coca-cola International includes the coffee businesses ofFrito-Lay International and beverage businesses of Coca-cola Beverages International. Coca-cola brands are available in nearly 200 countries and territories.Many of Coca-cola brand names are over 100-years-old, but the corporation is relativelyyoung. Coca-cola was founded in 1923 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,including Gatorade, in 2001.

Coca-colaCompanyCoca-cola (formulated in 1898), Diet coke(1964) and MountainDew (Introduced by Tip Corporation in 1948).KO is the world leader in the food chain business. It consists of many companies amongstwhich the prominent one is Pepsi cola, frito lay, Pepsi food international, pizza hut, and KFCand taco bell. The group is presently into three most profitable businesses namely, beverages,snack foods and restaurants. It has scores of big brand available in nearly 150 countriesacross the globe.

The beverages segment primarily market Pepsi diet, mountain dew and other brandsworldwide and 7UP outside the U.S. market. They are positioned in close competition withCoca-Cola inc. of USA. A point to be noted is that coca cola get 80% of its profit from

international operation while same figure of Pepsi co. stand at 6%, the segment is also in thebottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of the worldwide pizza hut, TacoBell and KFC. Long time no.2 player in the cola wars, Pepsi co. is widening the play field,over the last years; the company has invested more than $2billion in its worldwideoperations.

When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with itslong time archival claiming victory in the cola wars. Coke and Pepsi expanded their rivalry totea in 1991 when Pepsi formed a venture with #1 Lipton in response to cokes announced

venture with nestle (Nestea) it has won over 30% of the ready to drink tea market, a part ofthe so called new age beverages segment.

The beverage industry has witness the phenomenal growth over the last few yearsnecessitating capacity increase and builds up of commensurate infrastructure to meet the

business growth, which is accordingly matched.

PepsiCos success is the result of superior products, high standards of performance,

distinctive competitive strategies and the high integrity of our people.


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Mission of the Company:

Continuously excel to achieve and maintain leadership position in the chosen businesses; anddelight all stakeholders by making economic value additions in all corporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In 1951

Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpurbottling plant opens cont. 1973 was the time when 22 bottling plant operated in 13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO. Afterthat KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.)1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in

pune. 1998-First Greenfield plant opens in Ahmedabad.Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pans

India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes a separatebottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.

BUSINESS SEGMENTS

The KO Group is divided into three-business segments- Beverage, Food and Education. Ithas a leading market position in each of its three business segments. Our balanced portfolio

produced a solid business performance. Products and services, which look to the future,

ensure that we will be well placed in growth markets.

FIGURE 4


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TYPES OF COOLERS

2 cacs

4 cacs.

7 cacs

9 cacs 11 cacs

20 cacs

30 cacs

RATELIST-2013

Brand Basic Rate Amt.Vat charge @12.5 %

Total

200 ML 149.33 18.67 168.00

300 ML 190.22 23.78 214.00

SD 300ML

129.78 16.22 146.00

SD 500ML

224.00 28.00 252.00

600 ML 394.67 49.33 444.00

1.25 LTR 337.78 42.22 380.00

2 LTR 364.44 45.56 410.00

DT 330ML

444.44 55.56 500.00

330 ML 444.44 55.56 500.00

KIN

500ML

144.00 18.00 162.00

KIN 1 LIT 97.78 12.22 110.00

TABLE 1


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FRUITJUICE

Brand BasicRate

Amt.Vat Charges @ 4 % Total

MZ 200 ML 278.85 11.15 290.00MZ 250 ML 205.77 8.23 214.00

MZ 600 ML 530.77 21.23 552.00

MZ 1200 ML 480.77 19.23 500.00

MMPO 400 ML 509.62 20.38 530.00

MMPO 1.2 LTR 600.96 24.04 625.00

TABLE 2

Coca-Cola entry in India

Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks Ltd. In 1951

Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur

bottling plant opens cont. 1973 was the time when 22 bottling plant operated in 13States. In1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO. After

that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.)

1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in

pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pan

India Company bottler, HCCBPL in 1997-1999. In July 2005 HCCBPL becomes a separate

bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.


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THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time every person knows

the name of coca cola since India is one of biggest market and sultry summer from March theend of October and huge population has immensely helped in the sales the sales of coke in

India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year companys top

management adopted new policy and decreased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 7Rs. And they made a new brand of

200 ml determine the rate of this brand 5Rs. By which medium size family and lower level

family can be taken the enjoy of coke. By this decision companys marketing share has been

increased.

In present time coke is captured approximate 70% market share in cold Dinks line. Now coke

has defeated all the soft drinks company. According to service and according to advertising

coke has appropriate position.

It has now emerged as the winner and has a good image in the market.

Coke has even sponsored the wills cricket world cup 96 at an estimated cost of 26 corers.


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CORE BRANDS IN INDIA

CORE BRANDS:

Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and

admired trademark around the globe. Not to mention the

best selling soft drink in the world.

Sprite: In 1961, a citrus-flavored drink made its U.S debut, using Sprite Boy as

inspiration for its name. This elf with silver hair and a big smile was used in 1940s

advertising for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the

worlds most popular lemon-lime soft drink.

Fanta : The name fanta was first registered as a trademark in Germany in 1941 ,when

it was used for a few year for a soft drink created from available materials and flavors . The

name was then revived in 1955 in Naples, Italy, when it was used for the: fanta orange

drink we know today. It is now the trademark name for a line of flavored drinks around the

world.

Diet coke: The extension of the coca-cola name began in 1982 with the introduction of

diet coke (also called coca-cola light in some countries). Diet coke quickly become the

numberone selling lowcalorie soft drink in the world.


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BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange carbonate soft drink was introducedin the early 1950c, and

acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian

teenagers

LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime taste and

lighthearted attitude. The LIMCA brand was introduced in 1971 and acquired by the coca-

cola company in 1993.

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non

carbonated mango soft drink with a rich, juice & natural mango taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally

introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.


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BRAND IN INDIAN

FIGURES 5


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ORGANIZATION STRUCTURE

Coca-Cola Hindustan Beverage Ltd.

FIGURE 6

PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the raw material required for

soft drink are concrete sugar syrup and treated bottled the entire process take in the following

steps.

The first step in the production involves conversion of hard water in the soft water.

MR. T. KRISHANA

KUMAR

CEO

MR. B.K.SRIVASTAVA

HEAD OF SALES

MR. LALIT SAXENA

ASM

SALES EXECUTIVES

MR. RAJIV KUMARSAXENA

GM (SALES AND MARKETING

MR. VYOMSRIVASTAVA

DISTRIBUTION

MR. DEVENDRASRIVASTAVA

MARKET EXECUTION MANAGER

KEY A/C MANAGER

KEY A/C MANAGER

MR. P.V. RAMANAMURTHY

HR MANAGER

MR. S.K . JAWAHAR

GM FINANCE

MS.SHUKLAWASSAN

DIRECTOR


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The next step is the preparation of sugar syrup in the plant itself the content of the syrup

various according to the brand prepared the syrup at most can be stored for 4 hours.

Then the bottle is cleaned thoroughly before is done with steam water jets and caustic soda.

Bottle are then moved on a conveyor belt in a line and are closely examined in case some

impurity is left. It the impurity the concentrate coke is not a now product for the Indian it was

there in India till 1977 but had to leave India on mass demonstration led against it, instigated

by the local brands it was leaded by Mr. George Fernandes in Agrain UP so when the

program of re-launching was made, it was again (where it was made o leave the country), on

the 24thOctober 1993 in order to a strong hold in the Indian market, it signed a pact with Mr.

Ramesh Chauhan of Parle exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club

Soda etc. at a cost of $40 million by doing so they gripped the Indian market of soft drinks

and captured 65% of the entire soft drinks much that the competition was tougher and

commodities was of the same standard. So the going was tougher, but still it has managed to

gain and keep in.

DISTRIBUTION CHANNEL

Distribution means supply of goods from company to its ultimate user. After manufacturing

the product the important work for the is to provide its goods to its ultimate user at the right

time and when manufacturing process has been over. Than marketing work will be start by

the marketing Department adopt the policy for providing goods to the consumer at the right

time and place. Distribution means the way be which the product reach to the hand of

consumer these all process comes under the Distribution of Network. Good distribution

network is essential for more sailing and customer satisfaction. If customer or retailer is not

satisfy of your distribution net work. It reflect that companys Distribution is not good and

some thing is wrong any when.

The Distribution of Coca Cola of best. Company dont want to take any type of

risk so they have made the distributor in different 2 areas. Distributor take the


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flavors from the company and deposit all the payment in advance by this

process company get all the money at the right time. Distributors establish all

the goods in bare house company are appointed 2 or 3 executive for marketing.

Executives are getting the salary from company. But sales man helper, loader,

appointed by the Distributor. Distributor is liable to give the salary to the sales

man helper; loader and clerk the sales man do the work under the pressure of

Executive.

From the bare house company launch the flavors in the market. The flavor reaches in the

market to the retailer by two medium.

1) By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the Retailer.

Retailer sales the flavor to the consumer. This is the good marketing strategy.


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SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 900 million

people, the Indian soft drinks market was only of 200 cases per year. This was very low evencompared to Pakistan and Philippines. Population and potential market are two major reasons

for major multinational companies of entering India. They feel that a huge population

coupled with low consumption can only lead to an increase in the soft drink market. Another

increase in the sale of soft drinks in the scorching heat and the climate of India, which is

suitable for high sale of soft drinks. All these factors together have contributed to a 30%

growth in the soft drinks industry. If the demand continues growing at the same rate, within

two years the volume could touch 1 billion cases. All these factors are the reasons for the

entry two giant of the soft drink industry of the world to enter the Indian market. These two

giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share. Rest is

shared by Cadburys Schweppes, Campa Cola and other soft drink brands. But was the scene

same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa cola and

Parle people (Thumps up and Limca).

Soft drink consists of a flavor base, sweetener and carbonated water. In general terms non-

alcoholic drinks are considered as soft drinks this name soft drink was given by Americans as

against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft drink

are concentrate and syrup producers, bottlers and

Retail channel. Concentrate producers manufacture basic soft drink flavors and retail channel

refers to business location that tells or serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before hand, but is an impulse

purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the exit of coca-cola which

preferred to quit rather to dilute its equity to 40% in compliance with the Foreign Exchange


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Regulation Act (FERA). The first national cola drink to pop up was double seven. In the

meantime, Pure Drinks, Delhi on cokes exit, switched over to Campa Cola.

The beginning of 1980s saw the birth of another cola drink, Thumps up, Parle the Gold spot

people, launched it in 1978-79, as Refreshing Cola. By the mid-eighties Mc Dowells

launched Thrill, and by the late eighties there was Double Cola, which entered in India

market, as a NRO-run out fit with its plant in Nasik { Maharastra }, in 1978 Parle, Indian soft

drinks market (share 33%) with its gold spot and Limca brands. Later Thumps Up also

started Thumps Up. At the same time the threat to the Indian soft drinks was that of fruit

drinks. In 1988, fruit drinks market was valued at Rs. 40 corers and grew at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft drink market { i.e. 5

Parle Export brands of Thumps Ups Limca Gold spot, Citra & Maaza }.Today the scene has

changed making it a direct battle between two giant Coca-Cola and Pepsi. The picture will

become clearer by looking at the India market shares in the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it has empowered its people

with. In Coke every employee, may he be a manager or salesman, have an authority to take

whatever steps he or she feels will make the consumers aware of the brand and increase its

consumption. Thus Coke believes in establishing and nurturing creditability of the salesman

and making commitment to grow business in accounts. All these factors together led to a high

growth in the Indian market and constantly increasing market share.

COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a neck to neck battle betweenthe two major players, Coca-Cola and Pepsi since the very beginning. The thirst quenchersare trying hard to have the major chunk of the pie of carbonated soft drink market. Both the

players are spending their energies in building capacity, infrastructure, promotional activitiesetc.

Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft drinkmarkets in the world and enjoying leadership in terms of market share. But the Coca-Cola


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people are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly.The two are posing threats to each other in every nook and corner of the world. While Coca-Cola has been earning most of its bread and butter through beverage sales, Pepsi has a multi

products portfolio with some portion from the same business.

The two warriors are face to face once again here in India with different strategies and tacticsto attack the rival. Coca-cola is focusing upon the joint ventures with the existing bottlers {fobo } franchise owned bottling operations to enhance its control on manufacturing andmarketing of its products range and attain the quality standards of its class.

Countering it Pepsi has taken the battle in its own hands by floating as investment of $ 95billion to set Pepsi Company. India holdings, as subsidiary for {cobo} company ownedbottling operations. Both the companies are following different path to reach the same destinyi.e. to fetch the bigger portion of aerated soft drink market. Both consider India a huge

potential market, as per capita consumption here is a mere 3 serving annually against theworld average of 80. Therefore, they are putting in their best efforts to woo the Indian

consumer who has to work for 1.5 hours to buy a bottle of soft drink. In comparison to theinternational norms minutes, a major hurdle to cross over for both the athletes for getting no.1

position comparison to the inter. Coca-cola is well set with its 53 bottling sites through outthe country giving it an edge over competition by processing a well-built bottling anddistribution set-up. On the other hand, Pepsi, with two more years in india, has been able toset an image of a winner in India and has been able to get the pulse of the India soft drinkmarket. The soft drink giants are leaving on stone unturned and her for the long terms.

Coca-cola has been penetrating the market through its wide product range with adetermination to change consumption pattern

of soft drink in India. Firstly, they upgraded the whole industry by introduction 300 mlbottles, which in turn had given the industry a booming growth of 20% as compared to theearlier 5%. They want to develop a coca culture here and are working on a strategy to offersoft drink in every possible package. In coca-cola camp, the idea of competition has not comefrom Pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. Pepsi isquite aggressive in its approach to Indian consumer. They are desperately working on thestrategy to be winners in the hot cola war between two big barons. According to Pepsi

philosophy, its the madness that encourages executive to think, to conjure up those creative

tactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility ofits blue red and white logo. They have been going with aggressive marketing by putting

Amir Khan, Akshay Kumar and their advertisement to endorse their brand, the role modelsfor its targeted consumer the teenagers. They have increased the fizz in the market place byintroducing the dispensers called fountain Pepsi and has been enjoying a lead over its rivalthere.

Coca-cola on the other hand, has been working on the saying slow and steady wins the racesside by retailing to every more of its competitor. They have procured the shield of thumps upwith a handsome market share in Indian soft drink market.

Countering Pepsis international commercial that used two chimpanzees to cock a snoop atcoke, thumps up come with the ad line, dont be Bandar, and taste the thunder. Also thumps


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up has been positioned now very near to that young image of Pepsi and giving it a thoughtime.

These cool merchants have put everything on fire. It coke got the status of the official drinkof wills. World cup, Pepsi blushed as nothing official about it. As thumps up projected as

saaree jahan se achcha Pepsi was passionate enough with freedom to be and now the yehdil mange more when thumps up came with thunder blast, the other offered Pepsi stuff

card. If red is meant for coke, Pepsi has chosen to be blue.

COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and lends them a local flavor. For

example, while festival mood plays a strong role in marketing, it is activated for Durga Puja

in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on the youth market in India.

As a first step toward catching the attention of the youth, coke signed on cricket heroes

Saurav Ganguly and Javagal Srinath. It slowly started talking about youth passions like

cricket, films, festivals and food. Soon the advertisements started giving the message, Eat

Cricket, Sleep Cricket, Drinkonly Coca-Cola And now it has started modifying film hits

to frame catch lines that appeal to the youth. This particular strategy has worked well for

coke.

Coke is focused on distribution to ensure that its products are within customers reach. And it

saves its focus has begun to pay it dividends. As per mid-1998 figures coke is selling as many

bottles in the hinterland of Punjab as it does the four metros.


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ADVERTISEMENT AND PUNCH LINE OF COCA-COLA

1936 - Its The Refreshing Thing To Do.

1942 - Its The Real Thing .

1943 - Global High Sign.

1959 - Be Really Refreshed.

1962 - Thing Go Better With Coke.

1969 - Its the Real Thing.

1970 - I`D Like To Buy The World A Coke .

1976 - Coke Add Life .

1982 - Coke Is It .

1986 - Catch The Wave.

1989 - You Cant Beat the Feeling.


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1993 - Always Coca-Cola

1998 - Eat Music, Sleep Music, And Drink

OnlyCoca-Cola.

1999 - Jo Chaho Ho Jaye Coca-Cola Enjoy.

2000 - I Want Hritik And I Want Coke.

2002 - Thanda Matlab Coca-Cola

2003 - Jiyo Thanda Piyo Thanda .

2008 - Aaaj Tu Jashan Manna Le

2013 - Open Happeness


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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth opportunities it also has its own

disadvantages. The economic slowdown in various overseas markets and the strong dollar

had their impact on coca-cola revenues and bottom line in 1998. But the company optimistic

about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola Company says, This past

year 1998 has been a challenging period for the Coca-Cola Company as economic

environment became more uncertain in the later part of 1998, we strongly believe that our

fundamental opportunities for long term growth have not changed.

As long as maximization of share holder wealth remain Cokes focus for its future is assured

Goizueta had stated and proven to the world that focus on shareholder wealth does more good

to the company than focus on revenues and it is not that coke does not enjoy volumes for it is

worlds No.1 soft drink manufacture. It is not content with this title and is aiming at higher

volumes year after year. Surely coke will continue to grow. Point on Roberto had reduced the

company basically to its trademark and the returns are so astronomical as to be off the boards.

It just absolutely added a jet engine to their performance.


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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its volume and 80 % of

its profit come from outside the United States of America. Although it was perceived as a

standardized brand across the world, coca-cola had been quietly fine turning its international

marketing strategies to suit the needs of individual national markets. Only the brand coca-

cola, sprite and fanta were marketed globally. In Latin America and Europe, where a heavy

consumer preference existed for lemon lime and orange sodas. Coke had developed a wide

range of formulations and flavors to cater the needs of different countries. In ei salvador and

venezuela, a version of fanta called fanta kolita a cream soda type of drink became extremely

popular. Similarly, in indonesia coke had been selling pineapple and banana limca, maaza

and thumps up in 1993.

A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga;

Tenn. where its first bottling plant was started 100 year ago by two men struck one of the

most lucrative business deals in US history.

Joseph whitehead and benjamin thomas offered coca-cola company owner asia candler a

dollar for the right to bottle soft drinks in 1899. Today 1 billion soft drinks are sold each day

in more than 200 countries around the world.

Candler had purchase what would become the cola company for $2,300 eight years earlier

from john pemberton, an atlanta phamacist who astonished the world.


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Candler though the bottling venture would never succeed, but he signed the contract with

white head and thomas any way, and the rest is history, bob lovell, vice president of

marketing for coca-cola bottling company. United inc., said in telephone interview from

chattanooga.

Lovell said thomas had seen cuban fields hand drinking pina fria a pineapple beverages,

from bottles while he was Stationed in Cuba during Spanish American war. When he

returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was

then sold only as a fountain beverage.

it occurred to him that coca-cola in bottles would be very popular, Lovell said, Mr.

Candler did not see any future in it because the containers were not sound, but thats how it

all came about. Thomas and whitehead promised to pay one dollar for the right to bottle

coca-cola, but legend has it that no money changed hands.

COKES BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent for ensuring the

availability of the products. Bottlers are supplied with concentrate to which they add aerated

water and bother ingredients before packing and sealing either cans or bottles. Bottlers play a

strategic role in the success of soft drinks companies and this was not far from Goizuetas

mind.

In 1986 the company merged some of its company owned bottling operations with two largeownership groups that had been put up for sale. All these bottling activities were combined to

from its own subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations. The

Coca-Cola Company took 49 percent equity stake in Coca-Cola Enterprises enabling it to

retain its own balance sheet.


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PROMOTION : THE COCA-COLA WAY

Goal for the 90s

TO PLACE COCA-COLA WITHIN AN ARMSREACH OF DESIRE.

Consumer activity clusters:-

Grocery shopping

Other shopping & services

Eating and drinking Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

The 3As:-

The strategy for reaching in creasing numbers of consumers in India is based on the belief

that consumers will buy our products it they are Available, Affordable and

Acceptable.

Strategies for the 3As

Focus on the consumer and customer. To provide quality customer services, and caring about the quality of performance in

respective jobs.

Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers

of consumers. How does coke position its limited resources to help meet its good? Let us

explore the specific ways in which the Coca-Cola system addresses each of the 3As:-


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Availability

Some of the ways in which the Coca-Cola Company hopes to increase availability of its

product include improved or innovative packaging, dispensing systems, distributions system

and marketing.

Affordability

The ways to address affordability include pricing decisions, as well as resource management.

To make its product available at a price affordable to the consumer. Continually processes

more efficient and therefore more cost-effective.

Acceptability

Making coca-cola brand products the beverage choice for any occasions depends on a variety

of strategies to reach the target audience. The common strategies adapted to effect

acceptability were though sponsorships, promotion youth market activities, community

programs, and other activates.


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DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the values of the coca-cola system is presence that coca-cola should exist everywhere.

In the words of former CEO-India operations Richard Nicholas, Our goal is to have

coke available within an arms reached of desire. To fulfill this goal, coca-cola not only

produces products, but also has an effective system to distribute them all over India.

Distribution

Distribution sales + delivery + merchandising + local account management.

Distribution of Cokes products includes the activities of sales, delivery merchandizing and

local accounts management. These are two major types of distribution systems:-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the activities of sales,

delivery, merchandizing and local account management.

In indirect distribution, an organization which is not a part of the coca-cola system has

control of one or more of the distribution elements (sales, merchandizing and localaccounts managements).


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With di rect distr ibution there are two types of sales: -

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery, Merchandizing and Local

Accounts Management) are performed by the same persons.

In advanced sales, sales and delivery are performed by different people within the coca-cola

system.

Difference between a customerand a consumer.

a consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-cola products to consumers.

Merchandizing

One the products are delivered to the customers they are promoted at the point -of-purchase

to maximize the companys sales opportunities, merchandizing involves looking at the

presentation of the products through the eyes of the consumers. It is an on-going process that

help the company present its products properly to the consumers in the market place for

instance, is the display attractive? Are the product neatly organized.

Presenting the products

Coca-cola presents its products for sale in four different ways. They are as follows:-

Secondary display

Coolers

Vending machines

Post mix / pre mix

Indias relationship with coca-cola

Just after independence, the maharaja of patiala oversaw his coca-cola hoarding from his

huge, ornate palace, coca-cola export representative frank harrold, was awed by the

maharajas opulent life style. In 1993 after coca-cola returned to India after a 16 year absence

(George fernandesthrew the company out of the country in 1977 on the pre text that it had


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refuse to divalge its formula to indian officials), ceo of the coca-cola company, robes to

boirueta salivated over a virtually untapped market of 840 million people.

MAAZA

YAARI-DOSTI TAAZA MAAZA.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM, MAAZASTAGLINE, YAARI-DOSTI TAAZA MAAZA MEANS FRIENDSHIP MOMENTS

WITH FRESH

FIGURE 7

MAAZA IN HINDI.

Maaza was introduced in India in 1984 as a non-carbonated mango fruit drink. It wasacquired by The Coca-Cola Company in 1993 and is currently available in three flavors,

mango, pineapple and orange, plus added calcium.

Maaza manufacturing unit is located in Najibabad which is delivering in all over Western andEast U.P. through that Najibabad manufacturing unit become Maaza is a fifth largest sellingbrand of Coca-Cola. Maaza has mango fruit test its flavour introducing before Sliece Pepsi

Copy its.


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SPRITE

FIGURE 8

CLEAR, CRISP, REFRESHING

Introduced in 1960, Sprite is the worlds leading lemon-lime flavored soft drink. Sprite issold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a strongappeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches yourthirst. But Sprite also has an honest, straightforward attitude about things that sets it apartfrom other soft drinks. Sprite encourages you to be true to who you are and to obey your

thirst.

According to survey for it has found out that Sprite is a lemon-lime flavored soft drink. Iasked about Sprite brand then I found out that when not available Limca brand of Retail

outlet then customer or consumer demand to Sprite brand through all over region survey goneon statement Sprite is fourth largest selling brand of Coca-Cola in Ghaziabad.

THUMS UP

FIGURE 9

STRONG COLA TASTE, EXCITING PERSONALITY


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A THUMP UP IS a leading carbonated soft drink and most trusted brand in India. Originallyintroduced in 1977, Thumps Up was acquired by The Coca-Cola Company in 1993.

Thums up is known for its strong, fizzy taste and confident, mature and uniquely masculine

attitude. This brand clearly seeks to separate the men from the boys.

Its tag line says it all: Thumps Up, I Want My Thunder.

Thumps Up is a number one largest selling brand of Coca-Cola in Ghaziabad region urbanarea only in Ghaziabad rural and semi-urban areas are second largest selling brand afterPEPSI because they are aware Thumps Up brand that what has extra entity in Thumps Up.

DIET COKE/COCA-COLA LIGHT

FIGURE 10

Diet Coke was born in 1982 and quickly became the

No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in the U.S., Canada,Australia and Great Britain, and as Coca-Cola light in other countries, its now the No. 3 soft

drink in the world. Its the drink for people who want no calories, but plenty of taste. Ad

campaigns around the world for Diet Coke share a playful, sophisticated and sexy attitude.Visit our Audio/Video Center to witness how the diet Coke North American ad campaign

celebrates the real and human attributes that make people alluring in the eyes of others.

COCA-COLA

FIGURE 11


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Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonatedwater. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was beingsold in every state and territory in the United States. In 1899, the company began franchised

bottling operations in the United States.

Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola Companyhas nearly 400 beverages in its portfolio. Today you can find Coca-Cola in each and everyarea of Ghaziabad region early because Coca-Cola is a largest number one brand among allsoft drink brand so its known as that thunda matlab Coca-Cola that if I would like drinkthunda only Coca-Cola.

FANTA

FIGURE 12

A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus andfruit flavors have their own solid fan base. Consumers around the world, particularly teens,

fondly associate Fanta with happiness and special times with friends and family. This positiveimagery is driven by the brands fun, playful personality, which goes hand in hand with the

bright color (particularly orange), bold fruit taste, and tingly carbonation.Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was

increased in the U.S. in 2001 with the return of four flavors: orange, strawberry,pineapple and

grape. Orange, the biggest seller, is now available in most of the country.


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DIET COKE

FIGURE 13

The extension of coca-cola name began in 1982 with the introduction of diet coke (also calledcoca-cola light in some countries). diet coke quickly became the number one selling low-

calories soft drink.

LIMCA

FIGURE 14

this is thirst-quenching beverage features a fresh and light lemon-lime taste and lightheartedattitute. the limca brand was introduced in 1971 and acquired by the coca-cola company in

1993.

KINLEY WATER

FIGURE 15

THIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESH WATER

WITH THE SATURATED OXYGEN LEVEL.


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SUNFILL

FIGURE 16

This is thirst-quenching beverage features a fresh and light orange taste and lightheartedattitude.

VANILA

FIGURE 17

Tt is an ice cream in taste.launched in 200MMPO

FIGURE 18

it is the orage juice flavour. it was launched in 2008. in thiS year it reaches its highest sale.

THE MOST PREFERRED BRAND OF COKE

LIKE BY CUSTOMER

FIGURE 19


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During the survey I asked the customer about the brand preference and I found that maximumnumber of retailers prefer Thumpsup

GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR HIGHDEMAND

FREQUENCY RESPONDENTS PERCENTAGE

PRICE 33 35%

TEST 20 21%

AVAILABILITY 25 26%

PACKAGING 06 6%

OTHERS 11 12%

TABLE 3

FIGURE 20

Interviewing is an art and one learns it by experience. However, the following points may bekept in view by an interviewer for eliciting the desired information:

(1) Interviewer must plan in advance and should fully know the problem under

consideration. He must choose a suitable time and place so that the interviewee may

0

5

10

15

20

25

30

35

Price Test Availability Packaging Others

REASON FOR HIGH DEMAND OF

COKE


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be at ease during the interview period. For this purpose some knowledge of the daily

routine of the interviewee is essential.

(2) Interviewers approach must be friendly and informal. Initially friendly greetings inaccordance with the cultural pattern of the interviewee should be exchanged and then

the purpose of the interview should be explained.

(3) All possible effort should be made to establish proper rapport with the interviewee;

people are motivated to communicate when the atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudying respect and curiosity is

the gateway to communication, and hence must act accordingly during the interview.

For all this, the interviews must be intelligent and must be a man with self-restraint

and self discipline.

(5) To the extent possible there should be a free-flowing interview and the questions must

be well phrased in order to have full cooperation of the interviewee. But the

interviewer must control the course of the interview in accordance with the objective

of the study.

(6) In case of big enquiries, where the task of collating information is to be accomplished

by several interviewers, there should be an interview guide to be observed by all so to

ensure reasonable uniformity in respect of all salient points in the study.


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SALESMEN

Conventional Route Salesmen carries ready stocks in vehicles and sells it to retailers on his

route. Characteristics of conventional routes:

Salesman visits the outlets without a proper PJP Has the responsibility of driving which includes following traffic rules , finding place

to place to park in congested market places , sell the products

And collect cash & glass.

Communicates schemes and handles cash himself which given him the opportunity to

manipulates with discounts.

Salesman is un-educated, with his primary qualification being a driving license.

Very low vehicles capacity utilization. Companys span of control till distributor

SKUs loaded on truck is only an estimate leading to shortage in brand/packs in the

market.


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WHAT IS PRE-SELL?

Pre-sell A selling technology in which the selling process has two distinct parts:

Generating order selling the order and delivering the pre-sold order .It segregates the

front-end and back-end process of selling.

Works on a proper beat with a defined PJP.

A pre-seller focuses on taking orders in advance after activating the outlet .Therefore

eh has dedicated time for effectively selling schemes and promotions and

Carrying out his executing an outlet responsibility.

Back-end activities like invoicing, delivering stocks, collecting cash & glass are

carried out by others. Delivery vehicles are loaded as per the orders, leading to very high capacity

utilization & negligible shortage of brand/pack to the retailer.

Company gets control over retailer.

Retailer is sure that hes getting the complete discount.

Higher Distribution ROI.

WHY PRE-SELL?

Improved execution

Reduced manpower through better utilization of MD resources

Increased vehicle utilization (90%+)

Reduced costs

Improved BPPC Control-Focus on profitable packs and right BPPC

.

REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a must.

2.EDS/outlet list by current route/salesman to be prepared with RED outlets marked.


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PRINCIPLES

1. Pre-Seller can be a current Route salesman or a market developer.

2. All pre-sellers are hired by HCCB & paid through a 3rdparty.

3. Pre-seller will be responsible for:

RED outlets = Execution + Volume.

Non RED outlets =Volumes

4.Depending on the town/area/locality, pre-seller will be allocated two/three

beats each, with a frequency of 3x/2x per outlet.5. Will cover 30 outlets in one beat using Beat Planning Format

6. Pre-billed orders leave the depot/distributor go down.

7. Pre-sell to work on specific geography rather than specific outlets.

IMPLEMENTING PRE-SELL METHODOLOGY

RE-Organizing the routes

1. List all outlets. The listing will provide all the necessary information.

2. Identify outlets that should be on Pre-sell beats & form geographical

clusters.

3. Convert these clusters into Pre-sell beats , using the beat planning

format

4. Prepare walking order Route Plan for Pre-sellers for the beats assigned

to him.

5. And Remember to ensure:

One Pre-sell beat should have 30-35 outlets.

Check available time through the beat planning format.


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ASSIGNING MANPOWER

For Pre-sell we need the following:

1. Pre-Seller for generating the order and market execution.

There will be only one cader called PRE-SSELLER which is

either salesman or MD converted to this role.

2. Drivers (delivery salesman) & helpers for supplying orders.

3. MDs for executing RED outlets on conventional routes.

4. For DSD one person at depot to take orders from Pre-sellers and

billing.


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BUILDING BACK-END SUPPORT

1. DELIEVERY PROCESS

1 cluster of 3-4 pre-sellers.

Volume & no. of outlets for every cluster will be derived.2. VEHICLES

Collect and analyses data related to vehicles utilization over a

period of 6-8 months after Pre-sell is launched.

Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS

Training for MD, Pre-sellers must cover how to take order, and

suggestive selling after executing the outlet.

Training for salesman Pre-sellers must include how to execute an

outlet before taking orders through suggestive selling.

Training will be first organized for MD converted Pre-sellers.

The Salesman converted Pre-sellers will be trained later on.

PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH

Communicating about Pre-sell in the RIGHT.

Do not encourage Pre-sellers to initiate talk about Pre-sell with

retailers because they not be able to handle queries well.

STLs/S.Trainers / ASMs / ACDM MUST accompany Pre-

sellers during the launch.

This should be the way forward for at least all important markets/ retailers to reduce chances of resistance from the trade.

Plan the phasing as per the number of STLs / trainers you have.

MEASURING PRE-SELLERS PERFORMANCE

Performance to be measured on following parameters:

RED scores of a pre-sellers, Pre-pre-sell & Post-pre-sell.


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This needs to be checked to ensure that in course of pursuing

volume targets; market execution is not left out which is very

important key to our business.

Volume achievements & growths vs. targets.

Productivity.

No. of bills cut in a week vs. potential

Formula-Actual bills cut per week/ (No. of retailers X3)

CAUTION

1. There might be cases where in some retailers return stock due to

various reasons :-

Does not have money.

Father gave the order but son present at shop during

delivery of stocks.

Estimated the order wrongly now wants to change the

stock.

But the world of caution is thatplease dont move back toconventional route

2. Make deliveries through clubbed orders and do not allocate a

vehicle for every MD. Even if that is done in the beginning, swap

the salesman.

VISION

The long term vision of Coca-Cola in India is to provideexceptional strategic lead to the Coca-Cola in India.

Through Coca-Cola system resulting in consumer &

customer preference and loyalty through Coca-cola is

commitment to them and in a highly profitable Coca-Cola

Corporate branded beverage system.


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MISSION

The mission of Coca-Cola in India is:

Increase in shareholders value over time.

To achieve the above by working with business partners

to deliver satisfaction and value to customers through

world wide system of superior brand and services thus

increasing the brand equity.

To achieve the mission the company seeks the

contribution from each of the given areas:-

1. People working in the company.

2. Commitment of the company.

3. Goals & objectives of the company.

4. Environmental polices.

5. Internal control.


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CHAPTER 3


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SWOT ANALYSIS

STRENGTH

Company product having a good brand name and trade mark. So that there is no such

problem for convenes the user.

Being a franchise company product trade mark. Thats why its scope is worldwide.

Coca cola capturing near about 69% market in cold drinks line remaining 31% captured

by its main competitor Pepsi. The reason behind that good supply and its all flavor like

Thumsup, Limca, Fanta, Maaza and Sprite also asked by the user in Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over the world. Thats why there

is no need of Advertisement.

Company marketing policy is consumer oriented by doing mentioned M.R.P. and

manufactured date.

Company having expert management so that company can provides better goods &

service for the ultimate user.

WEAKNESS

The main weakness of the company is that company is not in position of provide all

flavorsto the customer daily or at a one time.

Customer is not happy from company marketing policy. He wants company will start

special discount program or increase maximum retail price.

Most of the retailers problem is that no. company person comes at the shop for listening

the problem.


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Company top management not declare the scheme before one or two days. Thats why

scheme catalogue not prepared by the lower level management. In this way retailers are

not satisfy for company policy.

Company management is not doing any thing for retailer. If management is not provide

any relief then he will increase M.R.P.

OPPORTUNITY

Company can increase his product selling by increasing plant capacity and manufacturing

capacity.

Being a seasonal selling product provide all the flavor to the customer in hot session very

necessary. It is the opportunity for the company.

By providing better goods & services company can increase his market share.

In present now the competitors are very less so that company can compromise its main

competitor Pepsi and can take maximum profit.

THREAT

Company should do something for customer interest. Providing beneficial scheme and

good relation to customer other wise its other competitor will develop and they will

capture its market.

Cold Drinks selling is very much depend on customer or retailer so that retailer is not

happy than sale can be effected in future.


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In this time only two or three competitor are existing in the market. In the future the

competitor can increase. So that company should prepare some future plan for

maintaining its market share.

Some domestic competitor can develop in the market. Company should prepare long term

future plan for permanently existing in Host Country.


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COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operationdone for the company.

1. COBO (Company Owned & Operated Bottling Operation).2. FOBO (Franchise Owned & Operated Bottling Operation).

After 1993, when Coca-Cola re-enters India market, done a lot of changes in existing systemof soft drink market prevailing in India, by acquiring the major brands and the bottlingoperations from Parle. After this company founded some of its own bottling operation inIndia.

In year 1997, company did a major investment of $700 million in India by purchasing otherbottling operations, all around India and introduces new technology in them. These bottlingplants are called Company Owned and Operation Bottling Operation. Company has fullownership and operational right for these types of operations. The other type of bottlingoperation for the company are called Franchise Owned and Operated Bottling Operation, tothese, the company has given the right to produce the product for the company and to supplywith the territory assigned by the company. Company has no ownership or operational right/control over these.

In India Company have 26 COBO and 14 FOBO operations for the production and controlof the whole operation in India. These are divided in to various zones that are given in the

marketing mix section of this report.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is Hathras in India, secondlargest plant is Dasna, and the largest one is in Bangalore. Hathras plant has 3 RGB fillinglines. The RGB line operating at mechanical efficiency of 90 % . Company doesnt have the facility for filling Maaza (RGB and Tetra Pack) a Mango flavour drink of Coca-Cola, pet

bottling, water plant.


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CHAPTER 4


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FINDINGS AND ANALYSIS

COMPETITIVE MARKET SHARE BETWEEN

Cola

Pepsi = 45%

Coke = 35%

Thumps up = 20%

FIGURE 21

45%

35%

20%

Pepsi Coke Thumsup


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Orange

Fanta = 75%

Mirinda = 25%

FIGURE 22

Cloudy Lemon

Limca = 80%

Lemon Miranda = 20%

FIGURE 23

75%

25%

Fanta Mirinda

80%

20%

Limca Lemon Mirinda


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Clear Lemon

Sprit = 75%

7UP = 25%

FIGURE 24

Mango

Maaza = 80%

Slice = 20%

FIGURE 25

75%

25%

Sprit 7UP

80%

20%

Maaza Slice


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Soda

Kinley = 50%

Lehar Evervess = 50%

FIGURE 26

Can

Coke = 40%

Pepsi = 60%

FIGURE 27

50%50%

Kinley Lehar Evervess

40%

60%

Coke Pepsi

6


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PET

Coke = 60%

Pepsi = 40%

FIGURE 28

Kinley Water

Kinley = 80%

Aquafina = 20%

FIGURE 29

60%

40%

Coke Pepsi

6

80%

20%

Kinley Aquafina

6


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Total Product

Coke = 63%

Pepsi = 37%

FIGURE 30

63%

37%

Coke Pepsi

6


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CHAPTER 5


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CONCLUSION & RECOMMENDATIONS

CONCLUSION

The various retailer had an enormous demand for better GSBs and in many cases of

DPS for a better, impressive outlet look to attract consumers.

The endless demand of visicoolers in order to store large quantity of stock as a part of

marketing and distribution promotional function of the company is studied therein.

The steady flow of the companys promotional accessories could be felt irrespective

of the consumption of the outlets of the product. For example: racks, counters, sign

boards, etc.

In a competitive environment the company got to study the schemes of their closest

rivals, which they followed and in return fulfilled, the needs regarding their outlets set

up.

Timely check up of the proper usage of the Cos assets (SGA) being made as well as

their malfunctioning is rectified.

Misuse of the Coca-Cola SGAs should be brought into consideration as a retailers,

stock, other companies, stock and depreciate the demand of the source company.

The archrivals product study can be entertained from the retailers and the privilege on

their part is known which helps in formulation of better marketing promotional

schemes


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Pepsis regular stockholders be traced and break up by providing motivational

introductory offers enhancing the market capture.

Coca-Cola should try to make arrangements so that the marketing representatives

would visit the retail outlets regularly and try to solve the retailers, as well as the

distributors, problems which they usually face during the peak season.

Better efficient sales representatives be appointed to update the retailers about the

schemes in comparison to Pepsi. This would encourage a curiosity regarding the

Coca-Cola schemes among them.

The complaints of the retailers be studied and paid attention of the highest degree to ensure

better market capturing.


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RECOMMENDATIONS

Company should prepare future plan for maintain selling in market. Because company

competitor can increase and can capture the market.

Company should provide special benefit to the retailer. Other wise his interest will go

down from cold drinks.

Present time competition is not high in this line because its competitor is only Pepsi. So

that company can do compromise with Pepsi and both can increase products M.R.P.

Company should appointed a special representative for listening retailers problem and

solve them. He can also find out some shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that his satisfaction needed.

Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Sprite should also good.

Defected goods should be returnable or changeable.

Good execution is a main factor in more selling good execution improves selling.

Sales executive & salesman relation and good behavior also provide effective guidelines

in increasing selling.

For more selling company person should fulfill his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which will be visible that will

salable.


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QUESTIONNAIRE

QuestionnaireNAME OF THE SHOP.ADDRESSTEL. NO. .

Q1)Which brand do you sell?

PEPSI COCA COLA BOTH

Q2)How many brands are available in your shop in the RGB and PET Bottles?

(A)In RGB

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q3) Which company Visi Cooler are you having?

PEPSI COCA COLA BOTH

Q4)Whether the purity of the refrigerator is maintained or not?

YES NO

Q5)Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

Q6)Are you satisfied with the distribution network?

YES NO


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Q7)Are you aware of the various schemes run by the coca cola?

YES NO

Q8) Which company advertisement and sales promotion activities are better?

PEPSI COCA COLAQ9)Your daily sales?

1-2 CASE 3-5 CASES

6-10 CASES

More than 10 CASES

Q10)Do you think promotional activities can increase sales?

YES NO

Q11)According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q12)How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS.

Thank you very much for your kind cooperation!!!!!!!


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BIBLIOGRAPHY

Internet site

www.cocacola.com

www.pepsico.comRecord of N.M. Soft drinks, Sat Nirnkari Colony, DelhiRecord of luminous marketing.News items of English dailies, published from New Delhi.

The Times of India

The Telegraph

The Economic TimesAdvertisement on coke products.Advertisement on Pepsi product.

Consulted Libraries American Library

British Library

Consulted Books

Research for marketing Decision byP. Green, D.S. Tull,G. Albaum

Marketing Management -Phillip Kotler.
http://www.cocacola.com/http://www.cocacola.com/http://www.pepsi/http://www.pepsi/http://www.cocacola.com/

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