A

PRESENTATION ON

HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED

Presented by:- HITESH MAHAJAN 2010MBE08

COCA-COLA

INTRODUCTION

• Introduced by John Syth Pemberton, a pharmacist, in Atlanta, Georgia, on may 8, 1886.

• The world’s leading manufacturer, marketer and distribution.

• Began building its global network in the 1920s.• Presently operating in more than 200 countries and

producing nearly 400 brands.• “Provide a moment of refreshment for a small amount of

money- a billion times a day.”this was the company’s global formula they worked on.

MISSION

• To Refresh the World... In body, mind, and spirit

• To Inspire Moments of Optimism... Through our brands and our actions

• To Create Value and Make a Difference...

Everywhere we engage.

COMPETITORS TO HCCBPL

• PepsiCo:- Pepsi, Mountain Dew, and Slice, Gatorade sports drink, and Aquafina water, Tropicana orange juice brands.

• Nestlé: Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared to fizz drinks.

• Dabur: Introduced into the market Real Juice which is packaged fresh fruit juice. These products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange.

PRODUCTSBRAND ABOUT TAGLINE COMPETITOR

THUMS-UP Thumsup is the highest selling beverage brand

of India.

Taste the thunder Pepsi

COCA-COLA This is the world’s most famous & old brand Open happiness Pepsi

LIMCA The unique brand, white in colour Do pal taazgi ke Marinda lemon

SPRITE Jan 09 report of “The times of India” claims

sprite to be the second brand in sales after

thumsup

Seedhi baat, no bakwaas, clear hai Mountain dew

FANTA This is very popular drink among females Go bite Merinda

MAAZA Mango flavoured drink Asli aam ka maza Slice, frooti

MMNF A lemon drink Khatti meethi yaadoon ka ras LMN, nimbooz

MMPO This is orange juice Refreshingly Orange, surprisingly Pulpy Tropicana

KINLEY Water, soda Trust in every drop Aquafina, Bisleri

BUSINESS DEVELOPMENT BY RIGHT EXECUTION IN MARKET

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

Right execution daily(RED)

• To check the availability of the visi cooler provided by the company to the retail outlets for their products.

• To check the activation in various outlets.• To check the branding order of the various

products in the cooler.

Survey has done in the four topics-• Impurity :- There should be no impurity in

the visi cooler of the company. • Brand Order :- CLOJK• Availability :- Availability is done according

the type of outlet. • Activation :- Activation is important because

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

TYPES OF OUTLETS

• Volume :-

• Channel :- GROCERY STORE, EATING & DRINKING CHANNEL 1, EATING & DRINKING CHANNEL 2, CONVENIENCE CHANNEL

• Income group :- LOW, MEDIUM, HIGH

Platinum 1500 and above 30 cases

Diamond 800-1499 30 cases

Gold 500-799 20 cases

Silver 200-499 7/9 cases

Bronze 100-199 4/7 cases

PROJECT IMPLEMENTATION• I measured the performance of sales team and

distributors (RED TRACKER) in outlets with respect to all parameters of execution.

• I did scoring on the scoring sheet. The scoring sheet was provided on the basis of which scoring can be done. Scoring is done out of 100 marks and they have been further divided in 3 components

• 1. VISI COOLER - 20 points• 2. AVAILABILTY - 65 points• 3. ACTIVATION – 15 points

THE RED TRACKER

• The advantages of pre-sale team are there:- • This gives more time to the market developer for

the activation & branding purpose.• By this company can easily implement the RED

concept in better way.• Presale concept makes assure of more availability

of the products in the market.• This concept is easy in processing.• By this concept market developer can arrange the

product in better way.• The Company can display its products in proper

way so that customers can attract towards it.

HORIZONTAL EXPANSION

• Horizontal expansion means inclusion of new outlets. In the training period, I, assisted my M.D.’s to open 6 HE and also reopened 1 outlet.

HE namely• Tara Chand tea stall, Near aircel customer care, bhatindi• Kaushal general store, rajiv nagar, narwal• Matoo general store, prem nagar• Customer departmental store, lower gujjar nagar• New café, nanak nagar.• Icy bite, nanak nagar.

• Reopened at battalion 72 having two 9caser visi coolers.

SOME SUGGESTIONS FOR IMPROVEMENT-

• Vertical expansion- if an outlet is having a visi cooler of 9 cases, it means that it will take a stock for only of 5-6 cases, but to increase the sale we can pull out the 9 cases cooler and in place of it we can give the shopkeeper a 15 cases so that he will take a stock of 13- 14 cases, it will increase the sales of the company.

• In the convince stores like the pan shops or tea stalls, we can use the areal mobile hangers, which are being used in other cities for the display purposes.

• In other cities as Delhi, Chandigarh, the company is using dispensers in which the customer puts the money and with only one click he can get whatever brand he/she wants.

• Increase in the schemes as the Pepsi is providing more schemes as compared to the coca-cola.

FINDINGS

• The most popular flavor is Thumsup in the whole market.• Coca-cola is the market leader and Pepsi is the market

challenger.• Thumsup has the highest sales from the Coca cola’s side and

from the Pepsi‘s side mountain Dew has the highest sales.• Sprite has the fastest grown up brand in the clear lime

segment in the recent years.• In the off season when the sale is reduced retailers want

more schemes.• Availability of visi cooler is another issue.• The warm display racks are also in a less quantity.

SWOT ANALYSIS

• Strengths- • The strength of the area is the seriousness of the MD’s.• Coca-Cola has increased its market share from a 58.4%

(May) in the sparkling sector to 63.5 %( June).

• Weakness- • The distributor channel is one of the weaknesses of the

company.• The availability in the market is not there.• The team of engineers is not appropriate as the

complaints have been worked on after 5-6 days.• Retailers demanding for more schemes.

• Opportunities- • The opportunity that the company is having is

the MIT’s they are working upon.– The company is going for the MIT’s which, when

done for the first time in Katra, produced much more profits.

• Threats-• The main threat in the area is the light

fluctuation due to which the coolers are not functioning properly. 80% of the shopkeepers are complaining about this problem.

The comparisons between the previous scores are as follows:

Area Bench mark score

(May)

Score recorded by me

in the market

The current month

score (June)

Bhatindi & Sunjuwan 58 68.7 48

Gujjar nagar & Shalamar 70.1 80.5 66.1

Local key accounts &

Nanak nagar

36 68 48.5

THANK YOU