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A
PROJECT REPORT
ON
IMPROVEMENT IN ACTIVATION OF SCORE IN RED
(RIGHT EXECUTION DAILY)
A REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF THE REQUIREMENTS OF THE TWO
YEAR FULL-TIME PGDM
UNDER THE GUIDANCE OF UNDER THE SUPERVISION OF MR. S . MASOOD AKTHAR MR. DURGESH JHA FACULTY, GNITCM MARKETING EXECUTIVE GR. NOIDA (U.P.) HINDUSTAN COCA-COLA BEV. PVT. LTD. PATNA (BIHAR)
SUBMITTED BY: –
SURYAMANI KUMAR PGDM (2009-11)
GNIT COLLEGE OF MANAGEMENT (APPROVED BY AICTE,MINISTRY OF HRD,GOVT. OF INDIA)
PLOT NO.-6C, KNOWLEDGE PARK-II, GR.NOIDA (U.P.)
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DECLARATION
I Suryamani Kumar, declare that the Project Work entitle “IMPROVEMENT IN
ACTIVATION OF SCORE IN RED ” is my own work and has been conducted
under the supervision of Mr. Durgesh Jha,Marketing Executive, Hindustan Cocacola
Beverages Private Limited, Patna(Bihar). I have put 45 days attendance with
supervisor at the center.
I further declare that to the best of my knowledge, the Project does not
contain any part of any work which has been submitted for the award of any
degree/diploma either in this College or anywhere else.
Signature of the candidate
Suryamani Kumar
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PREFACE
The summer training programs are designed to give the practical knowledge of
corporate world. Training is usually meant for such vocations where advanced
theoretical knowledge is to be backed up by practical experience on the job and it is
because of this reason that summer training programs are designed. So, that the future
manger must be ready to take the future responsibilities. It was exactly in this context
that I was privileged enough to join coca cola- one of the biggest brand in beverages
in the world.
I achieved lots of experience and confidence over the past eight week which will help
me to take the future responsibility on my shoulder.
During this period, I was given to find out the
“IMPROVEMENT IN ACTIVATION OF SCORE IN RED”. In the training
program I had tried my level best to arrange the work in systematic and chronological
way.
This endeavor work shall provide the coca cola marketing department, an idea about
market condition. Therefore it hoped with all sincerity that this work shall be of
definite use to the organization.
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CERTIFICATE OF THE FACULTY SUPERVISOR
MR. S. MASOOD AKTHAR
FACULTY
GNIT COLLEGE OF MANAGEMENT
This is to certify that the work entitled “IMPROVEMENT IN ACTIVATION OF SCORE
IN RED” is a piece of summer internship work done by Suryamani Kumar under my
guidance and supervision, for the partial fulfillment of award of PGDM of GNIT College of
Management, Gr.Noida To the best of my knowledge and belief the Project work --
(1) Embodies the work of candidate himself/herself.
(2) Has duly being completed.
(3) Fulfills the requirement of the ordinance relating to the PGDM of the
College.
(4) Is up to the standard both in respect of contents and language for being
referred to the examiner.
Signature of Faculty Supervisor
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CERTIFICATE FROM PLACEMENT CELL
MR. RAHUL BHANDARI
TRAINING & PLACEMENT OFFICER
.
This is to certify that the work entitled “IMPROVEMENT IN ACTIVATION OF
SCORE IN RED” is a piece of summer internship work done by Suryamani
Kumar under my guidance and supervision, for the partial fulfillment of award of
PGDM of GNIT College of Management, Gr. Noida. To the best of my knowledge
and belief the Project work --
(1) Embodies the work of candidate himself/herself.
(2) Has duly being completed.
(3) Fulfills the requirement of the ordinance relating to the PGDM of the
College.
(4) Is up to the standard both in respect of contents and language for being
referred to the examiner.
Signature of Placement Head
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ACKNOWLEDGEMENT
Some works are so typical that are impossible for a person to complete it alone.
Summer Internship Project is one of them. I would not be able to complete my work
without the help of my respected Company Guide, Faculty Guide, my college and
workplace colleagues and my family members. So it is my obligation to thank all of
them.
I have had the honour of having been associated & working under the able &
stimulating guidance of MR. DURGESH JHA, MARKETING EXCUTIVE,
HINDUSTAN COCACOLA BEVERAGES PRIVATE LIMITED, PATNA(BIHAR),
MISS TANU CHADHA, LECTURER, GNIT COLLEGE OF MANAGEMENT.
The Project work was undertaken under their keen supervision and the Project has
been prepared by me. I express sincere feeling of gratitude and respect for their
inspiring help throughout the work. Without their esteemed and valuable help and
guidance it would not have been possible for me to accomplish my job. I am
gratefully indebted to them.
And finally I would like to offer my heartiest prayer to the Goddess
Gayatree, who has given me mental and spiritual strength to complete this project
work.
SUMMER TRAINEE
SURYAMANI KUMAR
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CONTENTS
DECLARATION
PREFACE
GUIDE CERTIFICATE
ACKNOWLEDGMENT
EXCUTIVE SUMMARY
TABLE OF CONTENTS PG.NO.
COMPANY PROFILE……………………………………10-45
Introduction of the company
History & Development of Company
Set-up of Coca-cola India
Product & Branding
Coke plant in Patna
Business plan model
Mission, Vision & Value
OBJECTIVE & SCOPE OF STUDY…………………….46-47
RESEARCH DESIGN & METHODOLOGY……………48-61 Segmentation Model
What is Red Account
Review of Literature
Research Methodology
Limitation
Observation
Problem
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DATA ANALYSIS & INTERPRETATION………………62-72
Data Analysis
Swot Analysis
FINDINGS & RECOMMENDATION…………………… 73-76
BIBILIOGRAPHY………………………………………….77-78
ANNEXURE…………………………………………………79-81
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EXECUTIVE SUMMARY
Over the last few years hundreds of companies have greatly improved their
performance &the graph of growth through superior sales promotion services. Today
many companies are building on these foundations and are tuning their products in
Soft drink segment into a formidable competitive weapon. Sales Promotion services
have become a subject of huge interest in recent years. Sales Promotion Services is
growing because:
In the face of ever increasing competition in organizations feel it is important
to build reliable & sustainable processes with focus on strong relationships
with customers.
Significant revenue & profit gains can be made from successful Sales
Promotion Activities that improve efficiency & help serve customers better &
faster.
The different distribution channels are as follows:"
1. Eating & Drinking 2. Convenience 3. Grocery
Activation is the key part of coca-cola marketing strategy
Company believes that soft drink sell is not a planned sell it's a impulse
buying, and activation create impulse for buying
For improvement of Coca-cola market, a proper research work has done.
Sales Promotion Strategies are offering new & better ways of addressing industries
objectives. Coca-Cola has developed a unique sales promotion strategy that offer a
unique way to increase the sales of the soft drink.
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COMPANY PROFILE
Introduction of the company
History & Development Company
setup of Coca-cola India
Product & Branding
Coke plant in Patna
Business plan model
Mission, Vision & Value
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INTRODUCTION OF THE COMPANY
One of the coca‐cola company’s headquaters building in Atlanta Las Vegas Strip World of Coca‐Cola museum in 2003
Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-alcoholic beverage concentrates and
syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates
and syrups to bottling and canning operators, distributors, fountain retailers and
fountain wholesalers. The Company’s beverage products comprises of bottled and
canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder
products. In addition to this, it also produces and markets sports drinks, tea and
coffee. The Coca-Cola Company began building its global network in the 1920s. Now
operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola
system has successfully applied a simple formula on a global scale: “Provide a
moment of refreshment for a small amount of money- a billion times a day.” The
Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world.
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More than anything, that system is dedicated to people working long and hard to sell
the products manufactured by the Company. This unique worldwide system has made
The Coca-Cola Company the world’s premier soft-drink enterprise. From Boston to
Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to thirsty consumers around the globe. For more than
115 years, Coca-Cola has created a special moment of pleasure for hundreds of
millions of people every day. The Company aims at increasing shareowner value over
time. It accomplishes this by working with its business partners to deliver satisfaction
and value to consumers through a worldwide system of superior brands and services,
thus increasing brand equity on a global basis. They aim at managing their business
well with people who are strongly committed to the Company values and culture and
providing an appropriately controlled environment, to meet business goals and
objectives. The associates of this Company jointly take responsibility to ensure
compliance with the framework of policies and protect the Company’s assets and
resources whilst limiting business risks. The biz system of coca-cola in India directly
employs approximately 6,000 people, & indirectly creates employment for many
more related industries throw our wash procurement, supply and distribution system.
The vast Indian operations comprise 25 companies owned bottling operations & 24
franchises – owned bottling operations. The apart a network of contract packers also
mfg. a range of the product for company. On the distribution front, 10 tone trucks,
open-bay three wheelers that can navigate the narrow alleyways of Indian cities,
ensure that our product available in each corner of the country. The coca cola is
responsible for the mfg. distribution & sales of product across the country.
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DR. JOHN PEMBERTON FOR THE FIRST TIME PRODUCED THE SYRUP
FOR COCA- COLA ON MAY 8, 1886.
In May 1886, Doctor John Pemberton a pharmacist from
Atlanta, Georgia invented Coca Cola. John Pemberton
concocted the Coca Cola formula in a three legged brass
kettle in his backyard. The name was a suggestion given by
John Pemberton's bookkeeper Frank Robinson. Being a
bookkeeper, Frank Robinson also had excellent penmanship.
It was he who first scripted “Coca Cola” into the flowing
letters which has become the famous logo of today.
The soft drink was first sold to the public at the soda fountain in Jacob's
Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold
each day. Sales for that first year added up to a total of about $50. The funny thing
was that it cost John Pemberton over $70 in
expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as
a tonic, contained extracts of cocaine as well as the caffeine rich kola nut.
By the late 1890s, Coca-Cola was one of America's most popular fountain drinks.
With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the Coca-Cola
Company increased syrup sales by over 4000% between 1890 and 1900. Advertising
was an important factor in Pemberton and Candler's success and by the turn of the
century, the drink was sold across the United States and Canada. Around the same
time, the company began selling syrup to independent bottling companies licensed to
sell the drink. Even today, the US soft drink industry is organized on this principle.
Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages
at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda
fountain counter served as a meeting place for people of all ages. Often combined
with lunch counters, the soda fountain declined in popularity as commercial ice
cream, bottled soft drinks, and fast food restaurants came to the fore.
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HISTORY OF SOFT DRINK IN BIHAR
When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages
Pvt. Ltd. of Patna, Bihar on lease for 20 years in 1997 98 started its operation. The
first product launched by Hindustan Coca Cola Beverages Pvt. Ltd. of Patna was
Coca-cola and after that all the remaining products came in the Bihar market. At
present the work force capacity of the Hindustan Coca Cola Beverages Pvt. Ltd. is
126 including all the departments.
The soft drink market in India is quite wide. The production of soft
drink in Bihar was stated on 27th with March 1967 with installation of a Coca Cola
bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr.
Dharma Chad Kumari which was named as Steel city Beverages Pvt. Ltd. The
company controlled the lions share in the soft drink market for nearly 10 years. Parle
also entered this field in Bihar with the installation of bottling unit in collaboration
with Mr. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with the
advent of Janta Party Government, it created trouble for Coca Cola which led to
withdraw its operation from India. After the withdraw of Coca Cola from India the
Parle monopolized the soft drink market in Bihar and took a lions share of the
beverages product from the industry even after Mc. Dowell pure drinks and local
drinks entered into the market. They would not complete with Parle. Once again with
the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the India market. It
shared its bottling of products in Bihar by Steel city Beverages Company on 24th
March 1991 owned by Kamani's collaboration with Birla Group,which was once the
bottling plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario
of Bihar also changed dramatically. Coca cola establishes its bottling plant in
Jamshedpur (Now in Jharkhand) and Patna to counter its archrival Pepsi. The invent
of soft drink is really a classic example of today's marketing theory which says “The
real marketing spirit of marketing man lies behind the fact of identifying a need, a real
need of consumer and providing him the product to fulfill his need”.
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MANUFACTURING UNIT OF HCCBPL (PATNA)
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HISTORY OF SOFT DRINK IN INDIA
The first brand of soft drink Gold spot established 53 years ago. Before all
empowering Coca- Cola entered the country to dominate the soft drink market, the
history of soft drink in India is quite drinking old. Down the ages, people consume
soft drink to give them a refreshing feeling. Gold spot is considered as the first brand
of soft drink in India, it was introduced in 1965. Coca- cola at the same time entered
the Indian mark t .and dominated the whole market. It faced no though competition
from the domestic market. Due to certain circumstances the Coca cola Company
discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India)
again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with
Parle export Pvt. Ltd., The Company was trying its best to regain prestige which it
had before. At present only Coca Cola and Pepsi Food are giving tough competition
to each other.
Coca Cola was the first foreign drink came in India in the year 1965.
Coca cola had a very good beginning in the Indian market and it hardly faced any
competition in India. The marketing people did not even require advertising Coca
Cola. This extra ordinary success of soft drink could be attributed to following
factors.
Later in 1970, it introduced Limca a lemony soft drink. Before limca
they had tentatively introduced by Cola-Pepsi which they had to withdraw soon in the
face battering confrontation with Coca-Cola. The Indian drink had a significant
opportunity in 1977 when Coca Cola decided to wind up its operation rather than
bowing to the government of India insistence of dilution of equity.
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HISTORICAL BACKGROUND OF COCA COLA
Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and
restaurants in more than 200 countries. lt is produced by the Cocacola Company
which is also often referred to as simply Coca cola or coke. Coke is one of the worlds
most recognizable and widely sold commercial brands; its major rival is Pepsi.
Originally intended as a patent medicine when it was invented in the 19th century,
Coca-cola was bought out by businessman Asa Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft drink market throughout the 20th
century.
The Coca -cola Company owns and markets other soft drinks that do
not carry the Coca -cola branding, such as Sprite, Fanta, and others. Coca cola was
invented. In Atlanta, Georgia, by John S. Pemberton, originally as a coca wine caned
Pemberton's French, Wine coca in 1885. He was ' inspired by the formidable success
of European Angelo Mariani's coca wine Mariani. '
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COCA-COLA SLOGANS Slogans from the 1900's
1904 - Delicious and Refreshing
1905 - Wherever you go ... you will find Coca-Cola
1905 - Coca-Cola Revives and Sustains
1906 - The drink of quality. The Great National Temperance
1907 - Coca-Cola is full of vim, vigor and go
1908 - Get the genuine
1909 - Whenever you see an arrow, think of Coca-Cola
1911 - Enjoy a glass of liquid laughter
1917 - Three Million A Day
Slogans from the 1920's
1920 - Drink Coca-Cola with soda, the hit that saves the day
1922 - Thirst knows no season
1923 - Refresh yourself, there’s nothing like it when you're thirsty
1924 - Pause and refresh yourself
1925 - Six Million A Day
1926 - Stop at the red sign
1927 - Around the corner from anywhere, at
The little red sign
1928 - A pure drink of natural flavors
1929 - The pause that refreshes.
Slogans from the 1930's
1930 - Meet me at the soda fountain
1932 - The drink that makes the pause refreshing
1933 - Don't wear a tired, thirsty face
1934 - When it's hard to get started, start with a Coca-Cola
1935 - All trails lead to ice-cold Coca- Cola
1936 - Get the feel of wholesome
Refreshment
1937 - Stop for a pause...goes refreshed
1938 - Anytime is the right time to pause and refresh, Pure as sunlight
1939 - Thirst stops here. Makes travel more pleasant.
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Slogans from the 1940's
1940 - The package that gets a welcome at home
1941 - A stop that belongs on your daily timetable
1943 - A taste all its own
1944 - High sign of friendship
1945 - Coke means Coca-Cola
1947 - Relax with the pause that
Refreshes
1948 - Where there's Coca-Cola there's Hospitality
1949 -Along the highway to anywhere
Slogans from the 1950's
1950 - Help yourself to refreshment
1951 - Good food and Coca-Cola just naturally go together
1952 - Coke follows thirst everywhere
1953 - Dependable as sunrise
1954 - For people on the go
1955 - Americas preferred taste
1956 - Feel the difference, Makes good things taste better
1957 - Sign of good taste
1958 - Refreshment the whole world prefers
1959 - Make it a real meal
Slogans from the 1960's
1960 - Relax with a Coke, Revive with a Coke
1961 - Coke and food
1962 - Enjoy that refreshing new feeling
1963 - Things go better with Coke
1964 - You'll go better refreshed
1965 - Something more than a soft drink
1966 - Coke...after Coke...after Coke
Slogans from the 1970's
1970 - It's the real thing
1971 - I'd like to buy the world a Coke
1972 - Coke . . . goes with the good times
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1975 - Look up America, see what we've got
1976 - Coke adds life
Slogans from the 1980's
1980 - Have a Coke and a smile
1982 - Coke is it
1985 - We have a taste for you. America's real choice Coca-Cola Classic!
1986 - Catch the Wave. Red, white and you!
1988 - Can't beat the feeling
1989 - Can't beat the real thing
Slogans from the 1990's
1993 – Always Coca-Cola
Slogans From the 2000’s
2003 – Thanda Matlab Coca-cola
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BRANDS OF
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PRODUCT HIGHLIGHT
The world's favorite drink. The world's most valuable brand. The most recognizable
word across the world after OK. Coca-Cola has a truly remarkable heritage. From a
humble beginning in 1886, it is now the flagship brand of the largest manufacturer,
marketer and distributor of nonalcoholic beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when govt.
policies necessitated its departure. Coca-Cola made its return to the country in 1993
and made significant investments to ensure that the beverage is available to more' and
more people, even in the remote and inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and over the past ten years has
captured the imagination of the nation, building strong associations with cricket, the
thriving cinema industry, music etc. Coca-Cola has been very strongly associated with
cricket, sponsoring the World Cup in 1996 and various other tournaments, including
the Coca-Cola Cup in Sharjah in the late nineties.
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Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very
popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the
campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it
India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across
the country and this pricing initiative together with improved distribution ensured that
all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various
celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath,
Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand
ambassadors are Aamir Khan and Hrithik Roshan.
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Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature
and uniquely masculine attitude. This brand clearly seeks to separate the men from the
boys.
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“Lime n Lemoni” Limca, Derived from “nimbu” + “jaisa”.. Hence “lime sa”. Limca
has been lived up to its promise refreshment and has been the original thirst choice of
millions of consumers for over 3-decades.
Born in 1971 has remained unchallenged as the No.1 Sparkling Drink
in the cloudy lemon segment.
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Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of
the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.
Over the Years Fanta has occupied a strong market place and is identified as "The Fun
Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting
taste and tingling bubbles taste that not just up lifts feelings but also helps free spirit
thus encouraging one to indulge in the moment. This positive imagery is associated
with happy, cheerful and special times with friends.
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Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190
countries.
In India, Sprite was launched in year 1999 & today it grown to be one
of the fastest growing soft drinks, leading the clear lime category. Today Sprite is
perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for
a straight forward and honest attitude. Its clear crisp refreshing taste encourages the
today’s youth to trust their instincts, influence them to be true to whom they are and
to obey their thirst.
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Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit
juices and was available throughout the year. In 1993, Maaza was acquired by Coca-
Cola India. Maaza currently dominates the fruit category.
Over the year, brand Maaza has become synonymous with Mango. This has
been the result of such successful campaigns like „Taaza Mango, Maaza Mango” and
“Botal Mein Aam, Maaza hai Naam” consumers regard Maaza as wholesome, natural,
fun drink which delivers the real experience of fruit.
The current advertising of Maaza position it as an enabler of fun
friendship moments between moms and kids as moms trust the brand asn the kids love
its taste. The campaign builds on the existing equity of the brand and delivers a
relevant emotional benefit to the moms rightly captured in the tagline “Yaari Dosti
Taaza Maaza”.
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The brand launched in its internationally successful minute maid pulpy Orange “
avatar is a naturally refreshing juice drink which offers an Unmatched taste
experience to consumers due to the presence of real „orange pulp” This innovative
consumer proposition is best explained by The brand tagline “Refreshing orange,
surprisingly pulpy”. Minute maid Pulpy orange has been made available in two PET
pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.
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Water a thirst quencher that refreshes, a life giving force that washes all the toxins
away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need
of life, the very sustenance of life, a celebration of life itself. The importance of water
can never be understated Particularly in a nation such as India where water governs
the lives of the millions, be it as part of everyday rituals or as the monsoon which
gives life to the sub-continent. Kinley water understands the importance and value of
this life giving force. Kinley water thus promises water that is as pure as it is meant to
be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of Safety from the Coca-Cola
Company. That is why we introduced Kinley with reverse- osmosis along with the
latest technology to ensure the purity of our product. That’s why we go through
rigorous testing procedures at each and every location where Kinley is produced.
Because we believe that right to pure, Safe drinking water is fundamental. A universal
need, that cannot be left to chance.
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COMPETITORS TO HCCBPL
The competitors to the products of the company mainly lie in the non-alcoholic
beverage industry consisting of juices and soft drinks.
The key competitors in the industry are as follows:
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• Pepsico: The PepsiCo challenge, to keep up with archrival, the Coca-Cola
Company never ends for the World's # 2, carbonated soft-drink maker. The
company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the
company's only beverage; PepsiCo sells Tropicana orange juice brands,
Gatorade sports drink, and Aquafina water. Pepsico also sells Dole juices and
Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold together, a market
share of 95% out of which 60.8% is held by Coca-Cola and the rest belongs to
Pepsi.
• Nestlé: Nestle does not give that tough a competition to Coca-Cola as it
mainly deals with milk products, Baby foods and Chocolates. But the iced tea
that is Nestea which has been introduced into the market by Nestle provides a
considerable amount of competition to the products of the Company. Iced tea
is one of the closest substitutes to the Colas as it is a thirst quencher and it is
healthier when compared to fizz drinks. The flavored milk products also have
become substitutes to the products of the company due to growing health
awareness among people.
• Dabur: Dabur in India, is one of the most trusted brands as it has been
operating ever since times and people have laid all their trust in the Company
and the products of the Company. Apart from food products, Dabur has
introduced into the market Real Juice which is packaged fresh fruit juice.
These products give a strong competition to Maaza and the latest product
Minute Maid Pulpy Orange.
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CUSTOMER
As coca cola has a wide range of products. Its customer also varies according to taste
and preference. Coca cola is also available in can of 330ml which targets the upper
income class and their sale is also confined in those particular places.
Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers
have choice for. Among the products of coca cola Thumps-up has lead the way with
45% of market share Fanta stands third after Mirinda.
Coca Cola Company has wide range of customers that falls under the distribution
channels of marketing. Customers may be CNF, distributor, retailers to final
customers, which are households.
.
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ORGANIZATION STRUCTURE
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ORGANIZATION CHART OF
HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED
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ORGANIZATION STRUCTURE
ORGANIZATION STRUCTURE IN COCA-COLA, INDIA
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ORGANIZATION STRUCTURE IN COCA-COLA, INDIA
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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
IN HCCBPL:
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BUSINESS PLAN MODEL
DISTRIBUTION NETWORK
HCCBPL has a wide and well managed network of salesmen appointed for taking up
the responsibility of distribution of products to diverse parts of the cities. The
distribution channels are constructed in such a way that the demand of customers is
fulfilled at the right place and the right time when it is needed by them.
Coca-Cola India division, Manufactures Gurgoan Concentrate ,Beverage Base & Syrup
Regional Bottlers Manufactures finished COBO/FOBO Bottles/Cans/Fountain Syrup
Customers
Consumers
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A typical distribution chain at HCCBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse
--- Retail Stock --- Retail Shelf --- Consumer The customers of the Company are
divided into different categories and different routes, and every salesman is assigned
to one particular route, which is to be followed by him on a daily basis. A detailed and
well organized distribution system contributes to the efficiency of the salesmen. It
also leads to low costs, higher sales and higher efficiency thereby leading to higher
profits to the firm.
DISTRIBUTION ROUTES
The various routes formulated by HCCBPL for distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large
chunk of the total sales of the Company. It basically consists of organizations that
buy large quantities of a product in one single transaction. The Company provides
goods to these customers on credit, payments being made by them after a certain
period of time i.e. either a month of half a month.
Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.
Future Consumption: This route consists of outlets of Coca-Cola products,
wherein a considerable amount of stock is kept in order to use for future
consumption. The stock does not exhaust within a day or two, instead as and when
required stocks are stacked up by them so as to avoid shortage or non-availability
of the product.
Examples: Departmental stores, Super markets etc.
Immediate Consumption: The outlets in this route are those which require
stocks on a daily basis. The stocks of products in these outlets are not stored for
future use instead, are exhausted on the same day and might run a little into the
next day i.e. the products are consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions
etc.
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General: Under this route, all the outlets that come in a particular area or an
area along with its neighboring areas are catered to. The consumption period is
not taken into consideration in this particular route.
DISTRIBUTION SYSTEM
Direct distribution: In direct distribution, the bottling unit or the bottler
partner has direct control over the activities of sales, delivery, and merchandising
and local account management at the store level.
Indirect distribution: In indirect distribution, an organization which is not
part of the Coca-Cola system has control on one or more of the distribution
elements (Sales, delivery, merchandising and local account management)
Merchandising: Merchandising means communication with the consumer at
the point of purchase to convey product benefit, value and Quality. Sales people
and delivery personnel both have this responsibility. In certain locations special
teams who go into business locations to specifically merchandise our products.
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DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS
The Distribution process mainly consists of three departments:
Distribution Department: It appoints distributors and establishes a
distribution network, processes approved sale orders and prepares invoices,
arranges logistics and ship products, co-ordinates with distributors for collections
and monitors distribution stocks and their set-up.
Finance Department: It appoints distributors and establishes a distribution
network, processes approved sale orders and prepares invoices, arranges logistics
and ship products, co-ordinates with distributors for collections and monitors
distribution stocks and their set-up. periodically reconciles outstanding balances
from distributors, obtains balance confirmation from distributors and follows up
outstanding balances.
Shipping or Warehousing Department: It dispatches goods as per
approved by order, ensures that stocks are dispatched on a FIFO basis, ensures
physical control over load out area and updates warehouse stock records in a
timely manner.
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MISSION, VISION AND VALUE :-
Our mission, vision and values outline who we are, what we seek to achieve, and how
we want to achieve it. They provide a clear direction for our Company and help
ensure that we are all working toward the same goals.
OUR MISSION Our mission declares our purpose as a company. It serves as the standard against
which we weigh our actions and decisions. It is the foundation of our Manifesto.
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.
OUR VISION Our vision guides every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable growth.
People: Being a great place to work where people are inspired to be the best they
can be.
Portfolio: Bringing to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurturing a winning network of customers and suppliers, together we
create mutual, enduring value.
Planet: Being a responsible citizen that makes a difference by helping build and
support sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindful of our
overall responsibilities.
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Coca-Cola is guided by shared values that both the employees as individuals and the
Company will live by; the values being:
• LEADERSHIP: The courage to shape a better future
• PASSION: Committed in heart and mind
• INTEGRITY: Be real
• ACCOUNTABILITY: If it is to be, it's up to me
• COLLABORATION: Leverage collective genius
• INNOVATION: Seek, imagine, create, delight
• QUALITY: What we do, we do well
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FIGURE 2: VISION FOR SUSTAINABLE GROWTH
Page | 46
OBJECTIVE & SCOPE OF STUDY
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OBJECTIVE OF THE STUDY 1) To know the reason behind low RED (Right Execution Daily) score.
2) To know the availability of activation element in RED outlet.
3) To know the problem in the distribution of activation element.
4) To identify suitable activation element according to the outlet's location.
5) To know the impact of activation element on sell when keep it outside.
6) To know the impact of activation element on customer.
7) To help M.D. (Market Developer) in outlet activation.
SCOPE OF THE STUDY
1) The main scope of study is to understand the impact of S.G.A (Sells Generating Assets) on sell.
2) To increase RED score of the outlet.
3) To fill the gape of activation element in different RED outlet.
4) To make a platform for market developer to work on difficult RED outlet.'
5) To analyze the work of the market developer.
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RESEARCH DESIGN &
METHODOLOGY
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SEGMENTATION MODEL
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Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria :
Consumption Pattern
Volume Pattern
Shoppers Profile
SEGEMENT
A) E & D B) Convenience C) Grocery A) E & D : – Those outlets where people visit to ear of drink are known and
eating and drinking outlets. Such as Restaurants and Hotels, Dhabas.
B) Convenience : – Convenience outlets ate those outlets where people visit regularly
for various purposes like stationary shop, S.T.D – Booth, Betal Shop and general
Store.
C) Grocery: – Those outlets where people visit to purchase food grains and any of such
things for future consumption and called as Grocery shops.
Based on Volume Pattern
According to the volume sale in the outlets the company has adopted a unique policy
of categorizing the outlets in four different segments such as:
DIAMOND GOLD SILVER BRONZE
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DIAMOND Those outlets, which give an annual sale of Coca - Cola products more than 800
carats.
GOLD Those outlets, which give an annual sale of Coca - Cola products less than 200 carats
SILVER Those outlets, which give an annual sale of Coca - Cola products between 200 to 499
carats.
BRONZE Those outlets, Which give an annual sale of Coca':-Cola products less than 200 carats
RED: A RIGHT EXECUTION DAILY 1.CONCEPT OF RED:
Hindustan coca cola Beverages pvt.Ltd. India division Under Eurasia Operating
Group has been working on RED i.e. Right Execution Daily Since FEB 2006.
Coca cola company believes that its success depends on their ability to
connect with consumer by providing them with a wide variety of choices to meet their
desire, needs and lifestyles choices, company success further depends on the ability of
their people by execute effectively every day.
2.MEET COCA COLA CUSTOMER:
World wide the coca cola company is no.1 in sales of sparkling Beverages & juices
Drink, as well as no. 2 in sales of soft Drink & no. 3 in sales of Bottled Water. It’s our
customers that are largely responsible for this unrelenting success.
One of the key strengths is the ability to directly reach the
customers regularly. The sales people are dedicated to building strong and
constructive relationships with every one of the various customers, including kiosks,
grocery stores, convenience stores, hotels, restaurants, cafes, bars and petrol stations.
With such a diverse customer base, the sales force has to be highly specialized to
understand how to best fulfill the customers’ needs. In the pursuit of excellence in
marketplace execution, Coke has implemented a programmed they call Right
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Execution Daily (RED). This programme monitors, at the individual outlet level, how
well the merchandising standards are implemented and maintained. Furthermore, it
helps Coke identify opportunities to make immediate improvements that support
growth for the customers and themselves. RED is just one part of the efforts to
enhance revenue growth opportunities by optimizing the combination of brand,
package and price for each consumption occasion. Working together with the
customers as one team translates into higher customer satisfaction and measurably
improved performance. The training programme for independent grocery stores in
Hyderabad is a small but telling example of this effort. Coke conducted an
independent market survey and provided storeowners with data on current shopping
trends. An analysis of the results helped them identify key factors that affect shopping
preferences and habits. Focusing on these factors, Coke designed a set of solutions
such as repositioning the products on display or remodeling the entire store, which
resulted in better business and increased sales for the customers participating in the
programme. Improving in-store execution requires the right number of sales people
with superior capabilities. In order to support such capabilities Coke implemented
training plans and on-the-job coaching for both the sales people and their managers.
They have also implemented a specialized curriculum focused on capability building
for individual areas of the commercial function. Market visits, workshops,
presentations, conferences and other communication opportunities enable the
employees’ share experiences’, learning’s and best practices.
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Who are the customers? Coca cola customers are grocery stores, restaurants, streets, vendors, mass
merchandisers, conveniences stores drug stores, movie theaters, & amusement parks-
among others.
What do they do!
Coca cola customer sells its products to consumers & shoppers, who enjoy the
products at a rate of 1.5 billions servings a day.
Why is their role important? Coca cola customers make it possible for consumer & shoppers in local communities
around the world to purchase & its broad purchase & enjoy its broad portfolio of
quality beverages.
1. Market segmentation under RED. Coca cola company’s market can be segmented in RED along 3 lines- channel cluster,
outlet volume and locality income.
Number of shoppers or consumer in the given universe. Coca cola attract the population by executing the following activities.
• Bringing the cooler at the entrance.
• Fixing the standee, sign at the entrance.
• Fixing the combo Board at the entrance. How coca induce for the incident?
• BY putting cooler in prime position.
• By keeping the cooler pure & clean.
• By doing Rack Display.
• By fixing combo Board.
• By doing Table activation.
• Counter Top Display.
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Outlet Activation According to RED (Right Execution daily)
RED (Right Execution Daily): It means to maintain the visional according to a fix set of coke product which is
known as COLOJ-K, it means the set will follow a particular brand order. Thums-Up
will take first place after t.4.at sprite or Limca , Fanta, Maaza and water or soda will
take this RED also take care of the S.G.A ( Sells Generating Assets)
Activation - Activation means doing things in and around the coke outlet that
triggers Consumption / Purchase of Coca-Cola Products.
The important parts of activation are:
Placement of visicooler at it spot location Availability of the products.
Right location of display racers
Impactful Communication of price message
The visicooler standards of all the channels
Low Medium High
Diamond 20 c/s 20c/s 20c/s
Gold 7c/s 9c/s 9c/s
Silver 4c/s 4c/s 7c/s
Bronze Ice Box Ice Box Ice Box To measure the impact of Right Execution Daily (RED) a survey is done by A.C.
Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the
RED activated outlets and benchmarks it on the prescribed Merchandising standards
of RED. A monthly report is send to Hindustan Coca- Cola Beverages Private
Limited.
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To create the Red Report A.C. I ask a set of question from the
retailers which are as follows:
Related to Visicooler:
• Is Cooler in the Hot Spot Location?
• Does it have all the products of Coca-Cola available?
• Is the display of the Coca-Cola display of the products in a standard such as sprite, Thums up, Maaza, Fanta and Limca",)
• Is cooler working properly?
• Is the cooler pure?
Related to Price Communication:
• Is there proper price display of the products? Related to product availability:
• All the brands should be present in the every distribution channel but main
concern is that 300 ml should be present in the every channel and 600 m1 and
1.5 litters per bottles should be present in the Eating and. drinking,
convenience and Grocery shop.
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MAJOR ACTIVATION ELEMENT OF RED OUTLET
1) SHELF DISPLAY
2) FLANGE
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3) 3-TIER
4) MENU CARD
5) COMBO BOARD
6) PRICE COMMUNICATION
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REVIEW OF LITERATURE A literature review discusses published information in a particular subject area, and
sometimes information in a particular subject area within a certain time period. A
literature review can be just a simple summary of the sources, but it usually has an
organizational pattern and combines both summary and synthesis. A summary is a
recap or the important information of the source, but a synthesis is a re-organization,
or a reshuffling, of that information. It might give a new interpretation of old material
or combine new with old interpretations. Or it might trace the intellectual progression
of the field, including major
debates. And depending on the situation, the literature review may evaluate the
sources and advise the reader on the most pertinent or relevant. Purpose of review of
Literature is to provide a backdrop of the present study.
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RESEARCH METHODOLGY The methodology used to analyze the project is mainly based on survey method and
this survey was conducted through Questionnaires and it also include direct contact
with grocery retailer, convenience store, eating and drinking and consumer.
For survey sample size was taken from different location of Patna and it was coveted
with the help of market developer and key account manger of the Hindustan Coca-
Cola Beverage Private Limited. The sample collected from two hundred fifty outlet of
;leach Grocery, Convenience and Eating & Drinking. So total size of the sample ~as
five hundred. The number of interviewed was four hundred.
Research design: A research design is purely and simply the work or plan for a
study that guides the collection and analysis of the data. I have chosen descriptive
research design for study
Sampling: Sampling studies are becoming more and more popular in all types of
mass study. The result of sampling has attained a sufficiently high standard accuracy.
Sample Design: Non random sampling
Size of sample: 250
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SOURCES OF DATA COLLECTION The data are collected from primary and secondary sources.
PRIMARY SOURCES
• Gather information through Questionnaire.
• Direct interview with Grocery outlet, Convenience store, Eating and
drinking and consumer.
SECONDARY SOURCES
1. Internet Sites -
www.google.com,
www.Coca-Cola.com,
www.wikipedia.com,
www.coca-colaindia.com
2. Activation booklet of the coca-cola.
3. RED tracker of the market developer.
4. Magazines - Business World Management and Technology
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LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: 1) The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. 2) The area of survey was Patna district and it was concentrated on urban area only. 3) The psychological condition varies from place to place because in many places outlet owner was not supportive. 4) The training was carried on in the peak season so market developer was not so
supportive.
5) Some respondents left some of the questions unanswered either due to inability to
put a strain on mind or they did not know the answer.
OBSERVATION
1) To collect order each and every outlet.
2) To cheque visi-cooler with 100% purity.
3) To see a soft drink in Brand Order.
4) To see every outlet is this soft drink present in display rack.
5) To see every outlet visicooler will present in prime location.
6) To visit every outlet in regular basis.
7) To go every outlet and listen any problems in visicooler and soft drink to be noted in complained diary.
8) To see each and every outlet worked in better condition.
9) To see as a Market developer (M.D) every outlet full fills in terms and
conditions with visi-Cooler.
10) To see as a Market developer (M.D.) if any outlet will not selling your product than you asked why you are not selling in my product. Then you give advise to outlet.
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DATA ANALYSIS & INTERPRETATION
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DATA ANALYSIS AND FINDING
Questionnaire
Outlet Type : E & D Grocery Convenience
Outlet Owner : ……………………................ Location :
………………………… MD Name. : …………………………………Contact
NO………………………………..
1. Number of outlet following brand order?
a) Brand Order……………… b) No Brand Order………….
2. Number of outlets having purity ?
a) Pure…………… b) Unpure…………
3. Number of outlet located at prime position ?
a) Prime position……………….. b) No Prime position……………
4. Distribution of Trade Channel
a) Convenience………………… b) Grocery………………………... c) E & D………………………….
5. Distribution of Visi-cooler in the market
a) 2vc……………. e) 11vc…………….. b) 4vc…………… f) 20 vc…………….. c) 7vc……………. g) 30vc…………….. d) 9vc……………
6. Volume wise Distribution
a) Diamond……. c) Gold……… b) Silver………. d) Bronze……. c)
7. Number of outlet need Glass Order Demand a) GOD required ………. b) No required………..
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BRAND ORDER 1. Number of outlet following brand order?
Brand order-168 No Brand order-82
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PURITY
2. Number of outlets having purity?
Pure- 172 Unpure-78
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PRIME POSITION
3. Number of outlet located at prime position?
Prime position-167 No prime position-83
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TRADE CHANNEL
4. Distribution of trade channel Convenience- 206 Grocery- 16 E&D- 28
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VISI COOLER
5. Distribution of Visi-cooler in the market
2vc- 4, 4vc- 28, 7vc- 100, 9vc- 101, 11vc- 11, 20vc- 2, 30vc- 0
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VPO CLASS
6. Volume wise distribution
Diamond-57, Gold- 56, Silver- 135, Bronze- 2
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GOD REQURIED
7. Number of outlet need glass order demand
God required- 231 No required- 24
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HOW MUCH OUTLETS HAD THE VISIBILITY
PRODUCTS?
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SWOT ANALYSIS
STRENGTHS 1. Improved quality control.
2. Latest technology.
3. Heavy investment in both infrastructure and sales promotion campaigns.
4. Modified and attractive packaging.
5. Strong advertising network.
WEAKNESS 1. Entire infrastructure needs a face-lift.
2. Unskilled labour.
3. Tight case policy.
4. Fear of retrenchment among the workers.
OPPORTUNITIES 1. Wide market.
2. Good rural market.
3. Direct distribution.
THREATS 1. Stiff competition.
2. Illegal distribution done by some distributors.
3. Changing of consumer preference.
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FINDINGS & RECOMMENDATION
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FINDINGS
Coca-Cola is the leading soft drink brand in Patna region & most selling
brand in the region is Thumps Up, Sprite and Maaza.
According to most of the outlet owners the product which is seen is sold i.e.
"Jo Dikhta Hai Woh Bikta Hai".
Prime position of Visi-cooler outside the outlet plays an important role in the
selection of the soft drink by customer.
Few activation elements like Table Top, Glow Shine Board, Hanger; Road
Stand plays a major role in increasing sell of the soft drink.
Supply of product as well as stock keeping unit is not up to the mark .
76% outlet from the sample of 250 outlets which have sufficient activation
elements but remaining 24% outlets are not fully activated.
In our study it is revealed that 67% from the selected outlet follow the Brand
Order COLOJ-K, but remaining 37%are not following the brand order.
69% of visited outlet, visi-cooler are pure i.e. in visi-cooler only the products
of Cocacola are placed and 31% of outlets don't keep visi- cooler pure.
67% of visi cooler are at prime position where consumer can see our product
and choose as per there need.
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83% outlets are convenience store, 11% are under the E&D and remain under
6% are glossary shop.
41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4% outlets
have 11vc, and few outlets have 2vc and 20vc.
54% market cover under the silver categories where as remaining 23%, 22%,
1% are under diamond, gold, bronze respectively.
91% outlets don't have a sufficient number GOD that they can create stock
pile according to the visi-coolers provided to them and 9% are those outlets
which have sufficient number of GOD.
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RECOMMENDATION We can sum the recommendations in brief as follows :
Aggressive Marketing
Regular visit to distributors
Sales promotion and advertising to be made more frequent for brand building .
If the company wants to fulfill the demand of product then the communication
should be improved. In the field's sales situation. Sales persons work
independently and away from the office .
Good communication requires interaction between those preparing and those
receiving reports. A good sales reporting system provides both for
communication from the field to office and form office to the field.
Sales reports provide data for evaluating performance.
Company should make plans for better performance to the sales man.
Company should be implement the customer’s suggestions and complaints
about products, service policies, price changes, advertising companies etc.
Company should gather information of competitor's activities. Transportation
confers time utility and place utility to the product. It determines the
company’s customer service; it has also crucial bearing on the other elements
of physical distribution and marketing.
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BIBILIOGRAPHY
Page | 78
BIBILOGRAPHY
Reference:
Books Authors Marketing Research : Naresh Malhotra
Marketing Management : Philip Kotler
Research Methodology : C. R. Kothari
Websites : www.quickmba.com
www.indiacom.com
www.yellowpages.com
www.coca-colaindia.com
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APPENDIX
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ANNEXURE QUESTIONARE
Outlet Type : E&D Grocery Convenience
Outlet Name : …………………………… Location : ………………………….
MD Name : ……………………………………
1) Visi-cooler size ?
a. 4 v.c d. 11 v.c
b. 7 v.c e. 20 v.c
c. 9 v.c f. 30 v.c
2) VPO Class ?
a. Bronze c. Gold
b. Silver d. Diamond
3) Location of SGA ?
i. Prime
a. Yes
b. No
4) Brand Order ?
a. Yes
b. No
5) Purity ?
a. Yes
b. No
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6) Activation element available?
a. Yes
b. No
7) Number of GOD?
……………………………………
8) Per day selling?
……………………………………
9) Do you agree that RED helps in “ Developing a better market by
developing an outlet” ?
a. Yes
b. No
10) Our comment on Red
…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………
……………………………………………………………….................
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