ON JOB TRAINING REPORT
ON
HINDUSTAN COCA - COLA BEVERAGES PRIVATE LIMITED, BHUBANESWAR
Under the guidance of:
Mr. Sapan patnaik
(Area Sales manager)
Hindustan Coca-Cola
Beverages
Private Ltd. ,Bhubaneswar
Prof. K.Dasgupta
Faculty Guide
KIIT School Of management
Bhubaneswar
OPPORTUNITY MAPPING
&
COMPETITION MAPPING
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF
MASTER IN BUSINESS ADMINSTRATION PROGRAMME
BY
Ansuman Mohapatra
Batch-2007-2009
DECLARATION
I do hereby declare that the project entitled OPPORTUNITY MAPPING and
COMPITITION MAPPING is a bonafide record of the work done by me at
“ Hindustan Coca-Cola Beverages Pvt. Ltd.” , Bhubaneswar towards the
partial fulfillment of requirement for degree in master of business administration
under the supervision and guidance of prof. B.C.M. Pattnaik and Mr. Sapan
Pattnaik (Area Sales Manager) and this project report have not been submitted
anywhere else previously for award of any Degree /Diploma /Fellowship.
Place-Bhubaneswar
(Ansuman Mohapatra)
Date Batch-2007-2009
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to Mr. Sapan Pattnaik for giving me an
opportunity to work on a live project. I am very grateful to Mr. Sapan Pattnaik for giving me
proper guidance in completing the project from beginning. I am also very grateful to plant
manager Mr. Kulamani Panda who gave a chance to me to do the project in the
marketing the was project successful. I would also like to convey my sincere regards to Mr.
Santosh Padhy helping me a lot. I want to express my heartiest regards to Mr.
Biswaranjan Mohapatra for guiding me in all financial matter from the very beginning. I
want to convey my regards especially to Mr. Sapan Pattnaik for his help in making the
project more successful. At last I want to thank all the staffs of human resource, stores,
production, quality, shipping and marketing for their co-ordination without whom it would be
very difficult for me in achieving my target and making the project successful.
EXECUTIVE SUMMERY
The study comprises of two parts one is to identify the opportunity of, opening of new outlets in
potential area and second is to identify the competition provided by its competitors. The main
objective of this study of OPPERTUNITY MAPPING is to increase the sales of coca-cola
products by creating more and more outlets in potential area and another reason of this study
is to increase the market share of coca-cola in Bhubaneswar.
The main aim of study of COMPETITION MAPPING is to find out extra benefits or services
provided by its competitors as a result the market share of coca-cola must have been reduced
in that particular area .By looking into this study, the company will be able to take corrective
measures to avoid the loopholes provided by the company in earlier period as a result the
market share of the company will increase.
The study gives a brief idea about the company, its history and how the company sales force
operates globally and acts locally. The coca-cola company follows strict policies and takes
necessary steps to improve its sales by providing better services to consumers with in a short
period of time where the company is lagging behind. Therefore the company is the market
leader among all beverages in 21st century.
The basic proposition of our business is simple, solid and
timeless. When we bring refreshment, value, joy and fun to
our stakeholders, then we successfully nurture and protect our
brands, particularly Coca-Cola. That is the key to fulfilling our
ultimate obligation to provide consistently attractive returns
to the owners of our business.
HISTORY OF COCA – COLA
COCA-COLA IN INDIA
ORGANIZATION STRUCTURE
COCA – COLA SALES OPERATION
COCA-COLA BUSINESS IN INDIA
COCA-COLA OPERATION
OBJESTIVES
METHODOLOGY
PROJECT ANALYSIS
FINANCIAL ANALYSIS
CONCLUSIONS
RECOMENDATION
THE COCA COLA COMPANYThe Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in
1886, the Company is the world's leading manufacturer, marketer, and distributor of
nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage
brands. The corporate headquarters are in Atlanta, with local operations in over 200
countries around the world.
Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The
name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He
penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first
sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable.
MARKET LEADER COCA - COLAThe Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of
nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta,
Georgia. The Company and its subsidiaries employ nearly 31,000 people around the world.
Syrups, concentrates and beverage bases for Coca-Cola, the Company's flagship brand,
and over 300 other Company soft-drink brands are manufactured and sold by The Coca-
Cola Company and its subsidiaries in nearly 200 countries around the world.
What people want in a beverage is a reflection of who they are, where they live, how they
work and play, and how they relax and recharge. Whether you're a student in the United
States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru
asking for a juice drink, or a couple in Korea buying bottled water after a run together, the
company is there for you.
The company is determined not only to make great drinks, but also to contribute to
communities around the world through our commitments to education, health, wellness, and
diversity. We strive to be a good neighbor, consistently shaping our business decisions to
improve the quality of life in the communities in which we do business. It's a special thing to
have billions of friends around the world, and we never forget it.
The company remained focused on the basic promise of Coca-Cola, which has
not only endured, but indeed carried us. That promise has been its consistent
theme throughout its more than 118-year history.
Its people kept that basic promise by working with strong ideals, always
striving to behave in ways consistent with the brand itself.
Its leaders had the vision, foresight and the courage to innovate and
adapt the mechanics of its business to allow it to thrive within the
business conditions of each particular day.
So, in the century ahead, the leadership of Coca-Cola will successfully author the next
chapter by making sure it stay focused on the promise and ideals of Coca-Cola, while
continually adapting its ability to deliver on that promise as business conditions change. In
the first decade of the 21st century, it faces the challenge of a new environment, which is
driven by a fundamental shift in international economic dynamics, the growing influence of
technology and the fact that people increasingly expect more of large corporations.
That challenge demands innovation. While it will always be disciplined by its purpose and its
ideals, it must intensify its focus on innovation and create new ways to deliver the promise of
Coca-Cola. In fact, in an era that is increasingly international and interconnected, it must
pioneer a movement from a homogenous global approach to a highly tailored approach
reflecting the character of its markets.
This new approach will require:
Being innovative in its marketing, its brands and its consumer relationships.
Collaborating more productively with its business partners.
Changing some of the structures of its enterprise.
Increasing its commitment to community and the environment.
Thus, it will reinvigorate its enterprise and bring to full life the unique spirit of Coca-Cola and
our people. Such real renaissance of the Coca-Cola spirit will enable us to fulfill our purpose
of delivering refreshment and benefit to everyone touched by our business.
The Coca-Cola promise and its aspirations for the 21st Century must drive its
decisions and its actions. As each day unfolds, it will take clear, disciplined action
against 10 explicit priorities.
We will actively cultivate a diverse, rewarding culture that encourages our people to
develop to their fullest potential, assuring enjoyment and satisfaction in the Coca-Cola
workplace.
We will intensely promote innovation as an explicit priority in every aspect of our
business, including the structures of our business.
We will seek genuine, trusting relationships with all our constituents. We will focus
especially on the people who buy our brands, appealing not only to their shared
values, but also to their differences.
We will rejuvenate the basic brand-building nature of our company, with focus on
brand Coca-Cola.
At the same time, we will broaden our historical portfolio of brands, products and
services.
We will work with our bottling partners with clear respect for the interdependent nature
of our relationship, actively supporting their efforts to evolve business structur work
best for them.
We will collaborate creatively with those who sell our products in the
marketplace, developing relationships built on mutual success, not only from our
brands, but also from our services.
We will develop new alliances with uniquely qualified partners, to tap into emerging
growth opportunities and new routes to market.
We will continually operate as model business citizens, consistently shaping our
business decisions to improve the quality of life in the communities where we do
business.
We will insist on demonstrating clear leadership and innovation in sustaining the
environment, continually collaborating with our suppliers.
PROMISE
The coca cola company exists to benefits and refreshes everyone who is touched by our
business.
Coca-Cola in India:
The Coca- cola Business in India
While The Coca-Cola Company is a global company with some of the world's most widely
recognized brands, the Coca-Cola business in India,
as in each country where it operates, is a local business. Its beverages are produced locally,
employing Indian citizens, its product range and marketing reflect Indian tastes and lifestyles,
and it is deeply involved in the life of the local communities in which it operates. While The
Coca-Cola Company is a global company with some of the world's most widely brands, the
Coca-Cola business in India, as in each country where it operates, is a local business. Its
beverages are produced locally, employing Indian citizens, its product range and marketing
reflect Indian tastes and lifestyles, and it is deeply involved in the life of the local
communities in which it operates.
After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in
India was cemented in November that year in a deal that gave Coca-Cola ownership of the
nation's top soft-drink brands and Bottling network.
Coca-Cola India has made significant investments to build and continually improve its
business in India, including new production facilities, wastewater treatment plants, and
distribution systems and marketing equipment.
During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India
Coca-Cola is one of the country's top international investors
In 2003, Coca-Cola India pledged to invest a further US$100 million in its
operations
Coca-Cola business system directly employs approximately 6,000 local people in
India
In India, we indirectly create employment for more than 125,000 people in related
industries through our vast procurement, supply and distribution system
Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India.
The Coca-Cola system in India
comprises 27 wholly-owned
company-owned bottling operations
and another 17 franchisee-owned
bottling operations.
A network of 29 contract-packers also
manufactures a range of products for
the Company
The complexity of the Indian market is reflected in the distribution fleet, which
includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow
alleyways of Indian cities, and trademarked tricycles and pushcarts.
BRANDS IN INDIA:
Fanta:
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 that not just uplifts 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.
PET Can Fountain
200 ml, 300 ml,
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml
330 ml Various Sizes
DIET COKE (Looking good and tasting great!):
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, it's now the No. 3 soft drink in the world.
It's 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 fun-loving attitude.
Glass PET Can Fountain
200 ml 500 ml 330 ml -
MAAZA:
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 drink
category.
Over the years, 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 hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which
delivers the real experience of fruit.
The current advertising of Maaza positions it as an enabler of fun friendship moments
between moms and kids as moms trust the brand and 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".
Glass Tetrapak PET Fountain
200 ml,
250 ml
125 ml,
200 ml 1.2 L Various Sizes
LIMCA:
Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere.
Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3
decades. The brand has been displaying healthy volume growths year on year and Limca
continues to be the leading flavors soft drink in the country.
The success formula? The sharp fizz and lemony bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of
Limca and walk away a new person..
GlassPET Can Fountain
200 ml, 300 ml, 500
ml, 1000 ml
500 ml, 1.5 L,
2 L, 2.25 L,
500 ml + 100 ml
330 ml Various Sizes
COCA- COLA:
The world's favourite drink. The world's most valuable brand. The most recognizable word
across the world after OK.
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. 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 togetherwith 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.
Glass PET Can Fountain
200 ml, 300 ml
500 ml, 1.5 L,
2 L,
500 ml + 100 ml
330 ml Various Sizes
THUMS UP:
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.
Glass PET Can Fountain
200 ml, 300 ml, 500
ml, 1000 ml
500 ml, 1.5 L,
2 L, ,
500 ml + 100 ml
330 ml Va
SPRITE:
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 has grown to be one of the fastest
growing soft drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite
has stood for a straight forward and honest attitude. Its clear crisp refers hing taste
encourages the today's youth to trust their instincts, influence them to be true to who they
are and to obey their thirst.
GEORGIA:
Glass PET Can Fountain
200 ml, 300 ml,
500 ml, 1.5 L,
2 L, ,
500 ml + 100 ml
330 ml Various Sizes
In the company's journey towards the vision 'leading the beverage revolution in India', now
even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India.
Georgia, quality tea and coffee served from state of the art vending machines is positioned
to tap into the nations biggest beverage category.
Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is
available in a range of 7 sizzling flavors, adrak, elaichi, masala and plain tea cappuccino,
mochaccino and regular coffee.
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. Georgia
aims to become the consumers preferred choice of hot beverage when he is on the go, the
brand is well on course to achieving its vision.
While Georgia is a mass market offering, Georgia Gold is the premium brand which caters to
the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is
delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently available
exclusively at McDonalds outlets across the country Georgia Gold has driven coffee sales
through the roof. The success of hot beverages from Georgia Gold has resulted in extension
into the cold category, with the introduction of Ice Tea and Cold Coffee.
KINLEY:
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.
MINUTE MAID PULPY ORANGE
‘’Orange juice with real orange pulp” with this slogan, Coca cola launched its minute maid
brand of orange juices for the first time in the country at Hyderabad. Though Coca cola India
had in its portfolio the highly successful Maaza brand in the juices segment (which it got from
the chouhans), this is the first time the company is introducing some of the products from its
own Minute maid portfolio.
The roll out of the naturally refreshing orange beverage with real pulp has been designed to
extend the Company’s market leadership in the juice segment and with this launch; it is
expected to further extend its leadership.
PET
400ML, 1L, 1.25 L
Media Promotion
To give a broad look to the marketing strategies of Coca-Cola the following points can be
taken into consideration regarding their opportunity and threat analysis.
Coca-Cola has already dominated many existing brands of Pepsi; however it may be
possible that in the next few years Coca-Cola is going to eat the entire soft drink
market.
Again it is the threat that the monopoly may not exist after boycotting the Pepsi as
because of the chances of arrival of the local brands, these companies may be a
threat for Coca-Cola in the next few years.
Perhaps the current largest for Coca-Cola apart from Pepsi is a spiritual and patriotic
issue which is also a threat for Pepsi, this is the spiritual media channels like Astha
and Sanskar.
VISION
Profit: maximizing return to shareowners while being mind full of
Our over all responsibility
Planet: Being a responsible global citizen that makes a difference.
People: being a great place to work where people are inspired to be the
best they can be.
Partners: nurturing a winning network f partners and building mutual
loyalty.
Portfolio: bringing to the world a portfolio of beverage brands that
anticipate and satisfy people desire and need.
MISSION
To refresh the world in mind body and sprit.
To inspire moments of optimism through our brands and our actions.
To create value and make a difference every where we engage.
BUSINESS MODELS OF COCA COLA
The company manufactures Concentrate for sale to Bottlers.
Bottlers produce the final products and sell them to customers.
OPERATIONS IN THE PLANT
INGREDIENT DELIVERY
SWEETENER
Team of professionals, work on selecting, auditing, sampling, testing, approving and then
authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar
lots and along with the certificate of analysis are sent across to all the bottling unit for
procurement.
SECRET FORMULA
Created in special concentrate plants, its delivered held and used under strict controls to
maintain its integrity and security. Each unit of concentrate is especially identifiable to allow
the “History” of each component to be researched at any stage of production, storage or use.
CO2 FORMULA
When delivered to the plant, co2 comes in cylinders for easy delivery and storage. In
essence, co2 a colorless and odorless gas that provides the “Fizz” for our beverages.
WATER
Since water is a key component to all our beverages, its quality is critical. And since public
water quality varies around the world, each plant further treats the water it uses. This means
that before water is added to any of the beverages, its rigorously filtered and cleansed.
MATERIALS
Ingredients are not the only things delivered to the plant, other materials such as bottles,
cans, labels and packaging are also delivered. Coca cola plants in Khurda uses refillable
glass bottles (RGB) in the production process. When bottles are delivered to the plant, they
are carefully inspected to ensure that they meet the exacting standards. Once these have
passed initial inspection, they move on to be washed and rinsed.
WASHING AND RINSING
To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this
sounds simple, the actual steps can differ by bottling plant. In khurda, Coca cola plants use
refillable glass bottles. To ensure they meet the cleanliness standard of the company, bottles
are first hit with pre-rinse jets which remove a dirt or debris. They are then soaked in a high
temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The
bottles then move to the “Hydro wash” where they are washed again with a deep cleaning
pressure spray.
MIXING AND BLENDING
H2O AND SUGAR
Mixing and blending begins with the steps of mixing pure water with refined sugar, which
creates simple syrup. The syrup is then measured for the correct amount of sugar.
H2O AND SYRUP
With the syrup nearing its final state, it is mixed with pure water, creating the finished
carbonated beverage. However, the water and syrup must be mixed in right ratio. This is
done by the beverage proportioning equipment. It accurately measures the correct ratio for
each and sends this mixture to the carbonator.
CO2 ADDING
Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2
not only give our beverages their effervescent zest but it also adds to the distinctive and
familiar taste everyone has come to expect from our beverages.
FILLING
Once all the ingredients have been mixed and blended and the bottles have been cleaned
and sanitized the plant is ready to start filling. This is a surprisingly complex process
requiring precision at each step. To begin with bottles must be carefully timed as they move
to the filler. Before the bottles can be filled, the inside of the bottles must be pressurized.
This
allows for the force of gravity itself to draw the beverage into the bottle a process that ensure
the smooth flow of liquid with little to no foaming.
CAPPING
Once filled, bottles are then capped. Company uses different bottles, glass bottles are
usually topped with a metal. Each cap type then moves through different parts of the
machine which ensures each cap stays scratch free and is in the right position to be
precisely placed on the bottle. The process actually stops if the detector doesn’t find a
closure. If the bottle cap isn’t just right, the beverages can become flat or be affected in other
ways. If this happens the bottle is discarded.
CODING
The bottle is now ready to be coded. Each one of the beverages is marked with a special
code that identifies specific information about it. The codes simply identify the data the
beverages was bottled. These codes identify the date, time, batch no. and the MRP.
INSPECTION
Company inspects bottles at many points during the process. With the refillable bottles, it
happens when they are first brought into the plant. They are also inspected after they are
washed and again after they are filled. Inspectors look for external bottle imperfections and
make sure each bottle has the right amount of beverages. Even after filling, the plant
samples bottles for analysis in its lab to ensure quality is up to standards.
PACKAGING
Once the filled beverages have passed final inspection, they are ready to be packaged for
delivery.
WAREHOUSING AND DELIVERY
In order to make sure the freshest beverages possible get to you, each warehouse must
efficiently manage the thousands of beverages cases produce each day. From the
warehouse, beverages are loaded onto the distinctive trucks.
The organizational chart of the company as of today in India is attached in Annex- 2
Organizational Chart
Coca-Cola I ndia I ncGurgaon
Ahm edabad
Bhopal
R 1Ahm edabad
Bangalore
Chennai
Palghat
R 2Bangalore
Bhubaneshw ar
Guw ahati
J am shedpur
J orhat
Patna
Siliguri
FOBO (D ankuni)
FOBO (T arata la)
R 3Calcutta
D asna
J a ipur
J am m u
Naj ibabad
Udaipur
Varanasi
R 4D elhi
H yderabad
Nellore
Secunderabad
Vem agiri
V ijayaw ada
Vizag
R 5H yderabad
Goa
Nasik
Pune
W ada/ Mum bai
R 6Mum bai
Agra
Am ritsar
Am ritsar I I
Baddi
Bareilly
Chandigarh
Faizabad
Lucknow
Ludhiana
Nagpur
R 7FOBO
H industan Coca-Cola Beverages Pvt Ltd H industan Coca-Cola Marketing Com pany Pvt LtdMum bai
Coca-Cola I ndia Lim ited, Concentrate D ivisionPune
Coca-Cola I ndia
ORGANIZATION STRUCTURE
OBSERVATION
Coca cola has its own management system which is a major tool that helps management in
problem solving and framing marketing strategy. Here the market research is carried out at
different places in Bhubaneswar. In order to expand the market of coca cola, survey was
made to find the areas where there is scope for opening new outlets thus on that basis
survey was carried out.
Channels for new outlet were Grocer, E&D, Conveniences, so considering these channels
areas were looked for the outlets where coca cola can setup there market.
The objective of the survey is to know the situation of market, check the problems of the
retailers and activate new outlets.
The outlets can be classified as per three criteria:
Consumption pattern
Volume pattern
Shoppers profile
Based on Consumption pattern
The outlets are classified in to three categories.
● E & D.
● Grocery
● Convenience
E&D: - This stands for Eating & Drinking outlets. Generally all the restaurants, hotels and
fast food centers are comes under this.
GROCERY: - This is a part of merchandising. Generally all the general stores and
grocery shops comes under this category.
CONVENIENCE: - Includes outlet which are small stores or shops, generally accessible
locality. There are often located along side busy roads. I t includes STD booth, Beetle shop
etc.
Based on volume pattern
According to the volume of the sale in the outlet the company has adopted a unique policy
they categorized the entire outlet into four segment i.e.
DIAMOND
GOLD
SILVER
BRONZE
DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca
cola soft drinks is more than 800 crates.
GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to
800 crates per annum.
SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499
crates per annum.
BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200
crates per annum.
Based on shoppers profile
The outlets can be classified into three categories of outlets
High income level
Medium income level
Low income level
The 4A’s of activation are the following
Availability
Affordability
Acceptability
Activation
Outlet activation
Activation means doing activity in an around the outlet that triggers
consumption/purchase. So that the sale of the product will increase.
The activation is divided into four activities:
Most relevant product – The right SKUs are available
Ideal in store support – Sales generating assets (SGA), Merchandising equipment,
displays etc.
Impact communication -Price, Promotions, channel messages.
Right locations of SGAs, display racks, in-store support etc in hot spots.
Sales generating asset (SGA)
SGA stands for Sales Generating Asset. Normally SGA is a Refrigerator. This helps for
keeping the CSD (Carbonated Soft Drinks) in low temperature for which the CSD will be
consumed by the consumers instantly. There are different types of SGA are manufactured
by the company and they are distributed to the retailers according to their requirements. The
SGA are Visi cooler, Chest cooler and Ice box.
SGA Distribution
SGA distribution is depending upon the sales volume of the retailer and the area. The area is
generally classified according to the income group of the people. They are high income
group area, medium income group area and low income group area.
LOW MEDIUM HIGH
DIAMOND 9 C/S 20 C/S 30 C/S
GOLD 7 C/S 9 C/S 20 C/S
SILVER 4 C/S 7 C/S 9 C/S
BRONZE ICEBOX ICEBOX ICEBOX
C/s- Cases of RGB
DISTRUBUTION
Distribution of coca cola is done basically in two ways:-
a) Direct operation.
b) Indirect operation.
But the distribution of Coca Cola varies from place to place. In India Coca Cola is doing his
distribution by direct operation, indirect operation & by both also. Especially in Bhubaneswar
coca cola is doing its distribution by both direct operation & indirect operation.
DIRECT OPERATION:
Here company does its distribution by him self. There is no role of middle man. Every
activities of a distribution process is under the control of the company. Here coca cola runs
its own vehicles in that particular area for the distribution. By direct operation company gains
a lot. The direct operation of the coca cola is as follows:-
INDIRECT OPERATION:
Here in the distribution process middleman’s role came into existence. In coca cola the
distributor is the middle man. Everything is not under the control of the company. Basically
Coca Cola Company selects a person for some specific areas for the distribution process. In
Bhubaneswar there are six distributors. They are:
COMPANY DEPOT
RETAILER
CONSUMER
COMPANY
1.Shree Maa agencies
2.Maa Santoshi
3.Baldev jew
4.Kiran Tyres
5.Pradhan Distributor
Indirect operation of coca cola in Bhubaneswar is as follows:--
AREAS OF DIRECT OPERATION
Rasulgarh, Mancheshwar, Balakati,
Old town, Som Hospital Area, Cuttack Road,
Saheed Nagar, Satya Nagar,
COMPANY
COMPANY DEPOT
DISTRIBUTOR
RETAILER
CONSUMER
VSS Nagar, M.I.E
Bapuji Nagar, Lewis Road
Uttara chowk, Samantarapur
AREAS OF INDIRECT OPERATION
Shree Maa agencies: Unit-4, some part of PD Mkt, Nayapalli, Governor House, Acharya
Vihar.
Maa Santoshi: jaydev Vihar, Unit-1, Mkt Building, Master canteen, Kharvel Nagar, Ganga
Nagar, Air Port, Delta, some part of PD Mkt, Ram Mandir Area.
Baldev Jew: C.S.Pur, KIIT, Patia, Saileshree Vihar, Barang.
Kiran Tyres: Barmunda, Ruchika Mkt, H.B.Colony.
Pradhan Distributor: Khandagir, Jagamara, Bharat Pur.
In the next page Bhubaneswar Map is given & in the map Sky color is assigned for direct
operation & grey color is assigned for indirect operation.
SWOT ANALYSIS
SWOT analysis is a basic, straightforward model that provides direction and serves as a
basis for the development of marketing plans. It accomplishes this by assessing an
organizations Strength (what an organization can do) and Weakness (what an organization
can not do) in addition to Opportunities (potential favorable conditions for an organization)
and Threats (potential unfavorable condition for an organization). SWOT analysis is an
important step in planning and its value is often underestimated despite the simplicity in
creation. The role of SWOT analysis is to take the information from the surrounding and
separate it form internal issues (strength and weaknesses) and external issues
(opportunities and threats). Swot analysis assists the firm in accomplishing its objectives
(strength or opportunity) and overcoming the obstacles (weakness or threats).
STRENGTH
Better network – covers whole of the city.
Brand recognition – brand image among customers
Product availability – coca cola has six distributors in Bhubaneshwar so the product is
regularly supplied to its outlets.
Brand equity – high equity in the market.
Advertisement policy – Coca Cola Company has endorsed with famous personalities
like Aamir Khan, Hrithik Roshan, Akshya Kumar, Priyanka Chopra, Kareena Kapoor
and many more.
Bottling plants – there are 29 bottling plants in India. These plants are company
owned and not franchised like Pepsi.
Promotional schemes – to activate sales company is providing Umbrellas, Chairs,
Tables, racks, flanges, visicooler & glasses.
WEAKNESSES
Retailers interested in short term gains.
Doesn’t have coverage in rural area.
Difficulty in turning suspects into prospects.
Retailers complain for irregular visit of distributors.
Few areas yet to be activated.
ORROTUNITY
Greater opportunity in rural areas where coca cola can gain a substantial base.
70% of total population lies in rural area, and market penetration of soft drink is only
12% hence there is greater scope of increasing revenue of the coca cola company.
Opening new outlets in the area where the coca cola’s market share is less.
Company should offer schemes for long term profit to the retailer so that they get
involved in long term association.
Company should give more number of schemes.
Improvement in distribution channel.
Improvement in bottling plant
More disposable income by using plastic cans.
Opening new outlets in convent schools ,as more urbanization
More office blogs are opening in Bhubaneshwar it leads to greater opportunity for
coca cola as it is a ready alternative for snacks
Covering greater institutional areas as younger generation gets much fascination out
of such beverages
THREATS
Impulse customer’s bye what ever is in the offer, so company should give offers
regularly.
Health conscious people are boycotting soft drinks.
Threat from Competitors as they give offers at cheaper rates than coca cola.
Lack of adequate new trends
Its too seasonal
People are becoming health conscious
COCA - COLA QUALITY SYSTEM
The basic proposition of our business is simple, solid and timeless. When we bring
refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect
our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to
provide consistently attractive returns to the owners of our business.
A.THE SYMBOL OF QUALITY
Everything associated with the trademark of the Coca-Cola Company reflects the
company’s position of leadership and quality.
1. Physical Facilities And People – The facilities, service, activities and people of Coca-Cola
system demonstrate leadership and quality of all items.
2. Advertising And Marketing – All trademark bearing items reflect good taste, and are
maintained in excellent condition.
3. Protection Of Products, Processes And Information - Every organizational unit must have
a means, as appropriate, to protect ingredients, packaging materials, and final products
from damage or tampering, additionally, each unit must protect sensitive processes and
information.
4. Prevent Unauthorised Use Of Trdemarked Materials - All organizational units must
prevent unauthorized use of trademark bearing materials.
5. Auditing And Monitoring Programs – Each organizational unit must be evaluated to
determine the effectiveness of its quality system, and to ensure conformance to the
Coca-Cola quality system.
6. Standards And Specifications – All products of the coca – Cola Company and all
materials used in those products must meet company standards and specification.
7. Operational Fitness - Only approved documented manufacturing processes proven to
meet Company performance specifications are to be used in the production of Company
Products.
8. Business Goals And Objectives – Every organizational unit must integrate quality goals
and objectives into their business plans. It helps in achieving business objectives and
measure performance and focus on driving mutual accountability, improving customer
satisfaction, operational fitness, and financial performance.
B.CUSTOMER AND CONSUMER SATISFACTION
Inherent in the products and services associated with the Coca – Cola company is a desire
to attain the highest level of customer and consumer satisfaction.
Customer And Consumer Program – Every organizational unit must ensure that feed –
back from customers and consumers is appropriately handled.
Product Age – Every organizational unit must have programs in place to ensure
consumers receive the freshest products.
A RESPONSIBLE CITIZEN OF THE WORLD
The Coca-Cola Company is a responsible corporate citizen in all activities associated with
people and its products and trademarks.
1. Comply With Food Laws And Regulatory Requirements – All Company products and
packaging must comply with applicable food laws and testing practices must comply with
regulatory requirements.
2. Environmentally Responsible – All organizational units conducts business in ways that
protect and preserve the environment.
3. Safety And Loss Prevention – All organizational units ensure a safe working environment
by identifying, evaluating, and controlling hazards that could adversely impact our people,
property, trademark and the public.
CREDIT COLLECTION POLICY
A good credit collection policy is one in which procedures are clearly defined and customer know the rules. Debtors who are experiencing financial difficulties will always try to delay payment to companies with relaxed collection procedures. The supplier who insists on payment in accordance with agreed terms, and who is prepared to cut off supplies or take action to recover overdue debts, is most likely to be paid in full and on time.
Goods Delivered
Invoice Raised
Customer
Receives Invoice
Credit screening and terms
agreed
Customer Places Order
Customer Receives
Statement
Reminder
Cash Received
ABOUT THE COMPETITOR
BUSINESS
PepsiCo, Inc. (the "Company") was incorporated in Delaware in 1919 and was reincorporated
in North Carolina in 1986. PepsiCo is engaged in the beverage and snack food businesses.
On October 6, 1997, the Company spun off certain of its restaurant businesses, consisting of
Pizza Hut, Taco Bell and KFC, to shareholders as an independent publicly-traded company.
In addition, Company disposed of PFS, its restaurant distribution operation and its non-core
restaurant businesses.
BEVERAGES
PepsiCo's beverage businesses, which operate as Pepsi-Cola Company, are comprised of
two business units: Pepsi-Cola North America ("PCNA"), and Pepsi-Cola Company
International ("PCI").
PCNA manufactures and sells beverage products, primarily soft drinks and soft drink
concentrates, in the United States and Canada. PCNA sells its concentrates to licensed
bottlers ("Pepsi-Cola bottlers"). Under appointments from PepsiCo, Pepsi-Cola bottlers
manufacture, sell and distribute, within defined territories, soft drinks and syrups bearing
trademarks owned by PepsiCo, including PEPSI-COLA, DIET PEPSI, MOUNTAIN DEW,
SLICE, MUG, ALL SPORT and, within Canada, 7UP and DIET 7UP (these products are
sometimes referred to as "Pepsi-Cola beverages").
Pepsi-Cola beverages are manufactured in approximately 165 plants located throughout the
United States and Canada. PCNA operates approximately 60 plants, and manufactures, sells
and distributes beverages throughout approximately 450 licensed territories, accounting for
approximately 60% of the Pepsi-Cola beverages sold in the United States and Canada.
PCI manufactures and sells beverage products, primarily soft drinks and soft drink
concentrates, outside the United States and Canada. PCI sells its concentrates to Pepsi-Cola
bottlers. Under appointments from PepsiCo, Pepsi-Cola bottlers manufacture, sell and
distribute, within defined territories, beverages bearing PEPSI-COLA, 7UP, MIRINDA, DIET
PEPSI, PEPSI MAX, MOUNTAIN DEW, DIET 7UP and other trademarks. PCI operates 37
plants bottling PepsiCo beverage products. There are approximately 275 plants operated by
independent licensees or unconsolidated affiliates bottling PepsiCo's beverage products which
are available in 186 countries and territories outside the United States and Canada. Principal
international markets include Argentina, Brazil, China, India, Mexico, the Philippines, Saudi
Arabia, Spain, Thailand and the United Kingdom.
FINANCIAL POSITION OF COCA-COLA COMPANY FOR THE YEAR 2OO7 - 08 (In Million)
28-Mar-08ASSETS CURRENT ASSETS Cash and cash equivalents $6,199 Marketable securities 221 Trade accounts receivable, less allowances 3,500 Inventories 2,447 Prepaid expenses and other assets 2,521TOTAL CURRENT ASSETS 14,888INVESTMENTS Equity method investments: Coca-Cola Enterprises Inc. 1,661 Coca-Cola Hellenic Bottling Company S.A. 1,571 Coca-Cola FEMSA, S.A.B. de C.V. 1,065 Coca-Cola Amatil Limited 836 Other, principally bottling companies and joint ventures 2,440 Cost method investments, principally bottling companies 549TOTAL INVESTMENTS 8,122OTHER ASSETS 2,702PROPERTY, PLANT AND EQUIPMENT — net 8,675TRADEMARKS WITH INDEFINITE LIVES 5,323GOODWILL 4,334OTHER INTANGIBLE ASSETS 2,960TOTAL ASSETS $47,004 LIABILITIES AND SHAREOWNERS' EQUITY CURRENT LIABILITIES Accounts payable and accrued expenses $7,805 Loans and notes payable 7,285 Current maturities of long-term debt 130 Accrued income taxes 368
TOTAL CURRENT LIABILITIES 15,588LONG-TERM DEBT 3,259OTHER LIABILITIES 3,287DEFERRED INCOME TAXES 1,838SHAREOWNERS' EQUITY Common stock, $0.25 par value; Authorized — 5,600 shares 880 Capital surplus 7,662 Reinvested earnings 36,843 Accumulated other comprehensive income 1,199 Treasury stock, at cost -23,552
TOTAL SHAREOWNERS' EQUITY 23,032
RESEARCH METHODOLOGY
The topic “Opportunities mapping and Competition mapping for the project work was
suggested to me by the Area Sales Manager of Hindustan Coca-Cola Beverage private
limited. He asked me to conduct a survey in areas where the coca-cola market is weak and
to find out places where new outlets of Coca-Cola can be opened & was also assigned to
convince retailers and dealers to open new outlets for Coca-Cola.
Armed with the ideas provided to me by the Area Sales Manager and Dealers, I went ahead
for the research. In order to collect samples during my survey I planned to take recourse to
the Random Sampling because as the name suggests, in this method of sampling any unit of
population can be selected at random. In my research, the distributors of coca-cola and the
retailers in Bhubaneswar comprise the universe. Therefore, they are the ones who constitute
as the main source of information to me.
SAMPLE SIZE FOR SURVEY
The survey for new outlets of coca-cola was done in about 200 shops including eateries &
drinkeries, groceries, and other conveniences. Out of 200 shops, 60 shop owners agreed to
open new outlets and sell coca cola’s products.
RESEARCH OBJECTIVE
MAIN OBJECTIVE
To find out competition provided by its competitors and the extra benefits or
offerings provided by its competitors.
To find the retailers satisfaction.
Opportunities in the market for opening of new outlets.
SPECIFIC OBJECTIVE
Availability of products in the outlets
Activation of new outlets
To know the number of outlets of Coke
To know the number of outlets of Pepsi
To know the number of mixed outlets
To know the number of SGA distribution of Coke & Pepsi
To know strength of Coke
Reasons of decreasing sales volume of Coke in few Areas
To know the problem definition of Coke
It helps to design the sales and marketing plan for the future
Opportunities in the market
METHOD OF DATA COLLECTION
There are different methods of data collection. They are:-observation, experimentation,
uncontrolled experimentation, controlled experimentation, survey and focus group. Here the
data are collected by market survey.
Market survey
Market survey is one of the most widely used MR technique .it is at times viewed as
synonymous with marketing research. This is erroneous. It has to be understood clearly that
market survey is just one of the techniques of MR and is not synonymous with MR.
It is just one of the methods of collecting marketing information required for a given
marketing assignment. It is used when the required data is not available with the company’s
internal records, as well as external published source.
Here the researcher carries out opinion pools involving sales persons, dealers, traders and
experts. Trade surveys are very common. In conducting these surveys, the researcher has
to carefully select the instrument and methods of surveying.
METHODOLOGY
The data can be dichotomized into two types: primary data, secondary. In this study the data
collected was mainly primary data. The respondents were from the area of Bhubaneswar.
The secondary data were obtained from the Coca-Cola city office. The sample size collected
for the various objectives where, from the total number of outlet the sample size determined
was: 200
INSTRUMENT FOR DATA COLLLECTION:
The primary data collected through the survey method for the purpose of the study. The
survey was done by using questionnaire method. Beside this I had an informal discussion
with the retail outlet.
Secondary data: information regarding the organization was obtained from secondary
sources like company journals, company websites, publications & records.
LIMITATIONS
The major limitations of the project work under study is time , since it is to be
completed with in a period of two months and this time period may not be sufficient to
undertake a comprehensive study.
This study is exclusively from HCCBPL, Orissa and the results cannot be extrapolated
to other organization.
Being a project student, it created some hurdles in getting the true feedback from the
respondents.
DATA ANALYSIS AND INTERPRETATION
SURVEY OF OUTLETS IN BHUBANESWAR: There are some specific areas covered for the purpose of survey in the state capital of
orissa, Bhubaneswar. Generally these areas are weaker in terms of sales. To find out the
reason of low sales volume, competitor’s activity and the improvement to be needed for high
sales volume, the survey was done.
AREA COVERED:
Rasulgarh, Mancheswar
Cuttack road
Lewis road
Old bhubaneswar
Saheed nagar
Satya nagar
Kalpana square
Utara chowk
Here according to the survey point of view, the outlets are classified in to three types.
They are;
Pepsi outlets : Where all the carbonated soft drinks of PepsiCo are available i.e. Pepsi,
Mirinda, 7up, Slice, Mountain Dew.
Coke outlets : Where all the carbonated soft drinks of Coca-cola are available i.e. Coca-
Cola, Thumsup, Sprite, Limca, Fanta, Maaza, Kinley.
Mixed outlets : Where both PepsiCo and Coca-cola products i.e.
Carbonated soft drinks are available.
As the name of the project suggests, the project is all about finding the opportunity of
opening of new outlets in the potential area . The main objective is to increase the market
share of coke-cola products by creating more and more outlets and by making the products
more familiar.
In COMPETITION MAPPING, the main objective of this project is to find out competition
provided by its competitors and the extra benefits or offerings provided by its competitors. In
this project we also look into the services provided by its competitors and also we want to
know why particular retailer prefers pepsi products rather than coke products.
In our project we covered a certain areas of Bhubaneswar like
Saheednagar,Satyanagar,Rasulgarh, Lewis road, Kalpana square,utara chowk, Old
bhubaneswar etc.
I went through all the potential shops those did not keep coca-cola or anything else. I
personally convince the shopkeeper to keep our products because these days particularly in
summer our products are very demanding. People are really searching our products when
they are felling thirsty or to avoid hot and humidity. Why people are searching our products
because some of our products are very demanding, very tasty and quality of certain products
are really very good compared to its competitors.
What is a potential outlet? what does it exactly mean?
Potential outlet, even if it has not been described clearly but as per the instruction of my
project guide potential outlet is something whose monthly sales must exceed more than
5000 rupees, no matter whether the shop is a grocery or a hotel, or a convenience store.
Potential area is that place whether the outlet is in the market place or nearer to market
place or in a chowk or nearer to a colony or nearer to a particular landmark, where regularly
some people must go through that place hoping that some business will take place.
STEPS INCLUDE:
Identify the potential area
Identify the potential outlet by knowing the business
Convince the retailer to keep our products
Convey the cost and price of the products
Convey the terms and conditions of payments
Convey the offerings and benefits provided by the company
Convey the retailer about the company policy for providing SGA OR ICEBOX
Convey the retailer about role of a sales person
We went through the project by filling up the questionnaires provided by our project guide.
As per the questionnaire first I asked the retailer whether the products you keep are supplied
by the distributor or direct through the company. Then I get to know it is by company DSD,
which stands for direct sales distributors. In this case no intermediaries are required.
After this we note down the outlet’s name and retailer’s name .Then we note down the
address of particular outlets which wants to being a part of our company that means that
particular outlet wants to have our products .We note down all these things for easy access
of the company .Even we take its contact no. for easy communication.
Then the whole outlet category is divided into three parts. Convenience, grocery and E & D.
This stands for eating and dining. First we get to know which type of outlet is this.
Accordingly we provide the SGA OR ICEBOX as per the requirement of the outlet. Even we
provide different benefits to different category of outlets.
Then we ask the retailer whether he or she wants to keep R.G.B which stands for returnable
glass bottle and whether the retailer wants to keep pet or not and the big bottle containing
1.5ltr or 2ltr and which is the most salable item in terms of container and in terms of
product .
Then we ask the whether he services provided by the company is satisfactory or not. Do
they get the products in right time or not? If the outlet would be a new outlet then we explain
the role of sales person for that particular area. If it would be an old one we ask them
whether the sales person visits the outlet frequently or not. Last we ask the retailer to give
overall remarks for our company regarding service, products everything.
From the surveyed outlets, there are some following data, which are given below.
Total number of outlets covered = 200
Total number of Pepsi outlets = 26
Total number of Coke outlets = 9
Total number of mixed outlets = 32
Total number of new outlets = 50
13%
47%16%
24%
pepsi
coke
mixed
new
From the above graphical representation, it is cleared that most of the outlets are coca cola
outlets which is 47%. After that the new outlets which is 24% and lastly the Pepsi outlets which
is 13%.This is the macro analysis of the data which are got from the market. The
microanalysis of those data are given below.
NEW FORMULA
Use of disposable cans should be increased like plastic cans
Younger generation are more interested in soft drinks ,so new openings in institutional
areas should be increased
Paper pouches to be replaced for plastic carriers for juice , environment friendly
conditions
Coca cola is English oriented so covering of English medium schools to open new
outlets
As people are now a days becoming more health conscious so vitamin water can be
made to quench the thirst of health consciousness
Other health drinks like milk proteins content soft drink can be invented
RECOMMENDATIONS
1. We need to be proactive and aggressive in new counter opening through visibility
exercise in clusters like sailasree vihar, market building area.
2. We should take calculative risk to Provide SGA & open new outlets in Saheed Nagar,
and maître vihar clusters where there is huge competition.
3. We need to prove to the network that we take care of small counter as well - by taking
initiative like better service, schemes by grooming some of them.
4. We should arrange training programmes for prospective new dealers to give insight of
the business which will help them to develop their counters.
5. We need to appoint one good well managed distributor for better service to the rest of
network where the presence is less and to access the market easily.
6. Company should introduce package of zero initial deposit; this will help us to retain
our future prospective counters.
7. We should react fast in better and timely service to the counter.
8. We need to provide sufficient posters, banners and sales promo materials like rack
etc to these set of counters and hoarding and wall painting in these locality to
increase the awareness among the customer.
9. As the presences in some areas are below average we can run some TV ads in local
channels thru the cable operators.
10. We can organize some events during summer in the locality for young generation in a
well known school or college.
11.We can make some street audit of these areas once in 3 months to know the
developments in the locality where we had already run some promo activities.
12. We should take initiatives to form a strong & long term relationship with the counter -
We should arrange training programmes for selected counter regarding how to
sale new products and schemes etc.
We can arrange some higher ups visit at least once in quarter to make them
engaged in the business and can be called for a dealer meet addressed by the
Sr. Managers of the company.
These counters should be encouraged to involve company sales Officers as
much as possible to give better service
We should try to give business thru local parties or events by these outlets.
We should remember special occasions (like anniversary, birthday, new year
etc) of these outlets and give some momentous in these occasions.
CONCLUSION
In the due course of time of project, which lasted for 8 weeks, I got the chance of visiting 190
outlets and also interact with each and every person of those outlets in Bhubaneshwar. By
formal interaction with the dealers and retailers, I got to know many a things from the outlets.
In this particular city Coca cola is doing well as compared to Pepsi. But there are few mixed
outlets too. So to increase the market share of Coca cola it should tap all the mixed outlets.
About 80% of market is owned by it, yet more is expected to be achieved. Coca cola is trying
to increase its expansion by:
Entering to the Milk segment.
Providing the packed Lemon water.
Entering to the organized Juice market.
Company should take advantage of its positive aspect like rain harvesting and many social
activities. Coke is investing a huge amount on advertising, it should reduce the advertising
cost and that amount should be used in various promotional offers then the sell will increase
like any thing. If sale increase obviously the market share will also increase.
In Bhubaneswar if Coke will do the direct operation then the margin will go to the company
and as a result company will generate more profit. In other parts and cities also company
should do direct operation. In my findings there are some drawbacks. The company should
overcome these draw backs.
There are few threats that the company should not neglect, they are like
1. People are becoming health conscious hence switching to fresh fruit juice
2. Omfed is also gaining its weightage in soft drink market
3. Amul cool also is increasing its demand
4. Increasing crowd in fruit juice and lassi stalls are alarming
5. It also can introduce vitamin water considering health consciousness of customers.
.
Company’s new theme “JO DIKHTA HAI WHO BIKTA HAI” is working efficiently. Still tent
card and combo boards’ activation is still not there in many eateries and drinkeries. Hence it
should be done very soon. Even various promotional schemes and offers should be given in
all modern trades.
So, considering these problems if Coca Cola Company looks after these problems and tries
to rectify it then definitely coca cola would be the number one company in the world
according to revenue generation where now it holds the fourth position.
CORPORATE LEARNING:
I didn’t have any idea about the great company like Coca – Cola. What I had learnt in my entire 1st year course I realized this practically during my summer internship programme. I got a chance to deal with corporate citizens. In the beginning when I joined here I was only concerned about the data collection which was interesting. Then I was assigned a project known as Opportunity Mapping and Competition Mapping. I did the project very carefully which gave a successful outcome. The project aims at mainly to increase the market share in low market share areas and to tap the potential market where our presence is unfelt. So that it will create some awareness in the mind of the people and it can easily identify the problems faced by competitor counter.