SUMMER TRAINING PROJECT REPORT

OF

The world’s most recognized trade mark

It is recognized by 94% of the world’s population

For

HINDUSTAN COCA-COLA BEVERAGES PVT.LTD

MAULA ALI, SECUNDERABAD, ANDHRA PRADESH

SUBMITTED IN SUMMER TRAINING OF PGDM PROGRAME OF

“ INSTITUTE OF COMPUTERS AND BUSSINESS MANAGEMENT

AND SCHOOL OF BUSSINESS EXCELLENCE”

UNDER GUIDENCE OF:

Mr. Mahesh

(AREA SALES MANAGER)

SUBMITTED BY:

Ankit Kumar Singh

PGDM 4TH TRIMESTAR (2012-2014)

DECELERATION

I Ankit KumarSingh declare that this project report titled “opinion of retailers towards coca cola services in Hyderabad “is an original work is done by me under guidance of Mr. MAHESH (AREA SALES MANAGER ).I further declare that it is my original work as a part of my academic course.

Place –Hyderabad

Date

Ankit Kumar Singh

INDEX

TITLE PAGE

ACKNOWLEDGEMENT

MEANING OF PROJECT

INTRODUCTION

CHAPTER 1: PROFILES HISTORY OF THE COMPANY EARLY GROWTH WAR TIME DEVELOPMENT POST WAR GROWTH

CHAPTER2: INDUSTRIAL PROFILE

SOFT DRINK INDUSTRY IN INDIA COCA COLA IN INDIA VISION OF COCA COLA IN INDIA MISSION OF COCA COLA INDIA

CHAPTER 3: THE COMPETITVE AREA

THE COMPETITIVE AREA AMONG COKE AND PEPSI ADVERTISING

CHAPTER 4: ANALYSIS

DATA ANALYSIS &INTERPRETATION TABLE AND DIAGRAME

CHAPTER 5:

CONCLUSION AND SUGGESITIONS

APENDIX

Blank questionnaire

ACKNOWLEDGEMENT

Coke ,44-69 maula ali road ,maula ali ,Secunderabad ,Andhra Pradesh for giving me opportunity to associate myself to the world’s largest soft drink company and to carry out my project titled “An opinion survey of retailers towards coca cola services “

I am sincerely thankful to Mr. MAHESH (AREA SALES MANAGER) under whose guidance I have successfully completed this project and the time spend with constant encouragement, warm response and for filling every gap with valuable ideas that has made this project successful .I would also give special thanks to all outlet holders to whom, I visited for the support, information, co-operation,

adviceto complete my project details would also give my sincere thanks to all the staff and the members of Hindustan coca cola beverages private limited .

INTRODUCTION

 

INTRODUCTION

“Coke would rather be long term wiser, than being short term smarter”

Abraham Ninan DIRECTORE EXTERNAL AFFAIRS

COCA COLA INDIA

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC

FOUNDED : 1926

HEAD QUARTER : ATLANTA, GEORGIA, USA

CHIEF EXECUTIVE OFFICER : Mr.Muhtar Kent

CHIEF FINANCILA OFFICER : Mr. Mark Roddy

INDUSTRY : BEVERAGES

REVENUE : US$ 48.01 billion

EMPLOYEES : 146,200 (APROX)

CHAPTER -1

HIOSTORY OF THE COMPANY

HISTORY OF COCA- COLA

The story begging with the Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr.John smith pemberton first mixed coca cola in his back yard. Thisformula, whichwas made from carbonated water, cane sugar syrup, caffeine’s, extract of kola nuts and cola leaves, was brought to the nearby Jacobs ‘pharmacy where it made its debut as a soft drink the same day, selling for only 5 cent .his bookkeepers named this drink “coca cola “after the two ingredients and the same distinctive script he wrote it is the same logo they use To this day.

In January 1893 coca cola was registered with the U.S patent office .later on in 1915 the root glass company created the famous contour glass bottle for coca cola in 1915.

In 1917 coca cola was found to the world’s most recognized trademark with a record of 3 million coke’s sold per day .unfortunately john pemberton fell ill. And did not live to see his product’s success.So we can sya that coca cola has a one of the great deal power of the common goal of all the criteria even all roads can be done what is so we can the role of coca cola we can gain the profit through all the roal gains of the main builds.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 productscomprises 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 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. 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 another 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 withthe framework of policies and protect the Company’s assets and resources whilstlimiting Business risks.

CHAPTER 2

SOFT DRINK INDUSTRY IN INDIA COCA COLA IN INDIA

VISION OF THE COCA COLA IN INDIA MISSION OF COCA COLA IN INDIA

SOFT DRINK INDUSTRY IN INDIA

Soft Drinks in India industry profile provides top-line qualitative and quantitative summary information including: market size (value, and forecast to 5). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the India soft drinks market. Includes market size data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

HIGHLIGTHS

The soft drinks market consists of retail sale of bottled water, carbonates, concentrates, functional drinks, juices, RTD tea and coffee, and smoothies. However, the total market volume for soft drinks market excludes the concentrates category. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report have been calculated using constant 2010 annual average exchange rates.

The Indian soft drinks market generated total revenues of $3.8 billion in 2010, representing a compound annual growth rate (CAGR) of 11% for the period spanning 2006-2010.Carbonates sales proved the most lucrative for the Indian soft drinks market in 2010, generating total revenues of $1.9 billion, equivalent to 50.5% of the market's overall value.

The performance of the market is forecast to decelerate, with an anticipated CAGR of 9.1% for the five-year period 2010-2015, which is expected to lead the market to a value of $5.9 billion by the end of 2015.

FEATURES

Save time carrying out entry-level research by identifying the size, growth, and leading players in the soft drinks market in India

Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the soft drinks market in India

Leading company profiles reveal details of key soft drinks market players’ global operations and financial performance

Add weight to presentations and pitches by understanding the future growth prospects of the India soft drinks market with five year forecasts

Macroeconomic indicators provide insight into general trends within the India economy

COCA COLA IN INDIA MARKET

The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 2.2 million retailers. Today, our brands are the leading brands in most beverage segments. The Coca-Cola Company's brands in India include Coca-Cola, Fanta Orange, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and the Georgia Gold range of teas and coffeand Vitingo (a beverage fortified with micro-nutrients).

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India.

The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its re-entry into India. The company will be investing another USD 5 Billion till the year 2020. The Coca-Cola system in India directly employs over 25,000 people including those on contract. The system has created indirect employment for more than 1,50,000 people in related industries through its vast procurement, supply and distribution system. We strive to ensure that our work environment is safe and inclusive and that there are plentiful opportunities for our people in India and across the world.The beverage industry is a major driver of economic growth. A National Council of Applied Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this industry has an output multiplier effect of 2.1. This means that if one unit of output of beverage is increased, the direct and indirect effect on the economy will be twice of that. In terms of employment, the NCAER study notes that

"an extra production of 1000 cases generates an extra employment of 410 man days."

As a Company, our products are an integral part of the micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers of certain agricultural products.

As an industry which has strong backward and forward linkages, our operations catalysis growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. Our operations also lead to incremental growth for enterprises engaged in post-production activities like merchandising, marketing and sales. In addition, we share best practices and technological advancements with our suppliers, vendors and allied industries which often lead to improvement in the overall standards of quality across industries.

The Coca-Cola Company has always placed high value on good citizenship. Our basic proposition entails that our Company's business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. We leverage our unique strengths to actively support and respond to local needs -- be it the need for education, health, water or nutrition. We have used our distribution network for disaster relief, our marketing prowess to raise awareness on issues such as PET recycling, and our presence in communities to improve access to education and potable water. The Coca-Cola India Foundation is now taking forward in the community at large, projects and programs of social relevance to carry forward the message of inclusive growth and development. For more details on activities of the Coca-Cola India Foundation, please visit the website of the Coca-Cola India Foundation,www.anandana.org.

MISSSION AND VISION OF COCA COLA COMPANY

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Road map" for winning together with our bottling partners.

Our Mission

Our Road map starts with our mission, which is enduring. It declares our purpose as a Company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference

Our Vision

Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires

and needs Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities Profit: Maximize long-term return to share owners while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization

1-Type of outlet

Type of outlet NO OF RESPONDENT PERCENTAGEGeneral store 26 17%Pan shop 17 11%Sweet shop 45 30%Lassi shop/juice shop 16 11%Dhaba/canteen 33 22%others 13 9%

General store Pan shop Sweet shop Lassi shop/juice shop

Dhaba/canteen others0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

, 17%

11%

30%

11%

9%

Chart Title

Column1 PERCENTAGE

2-Preferred soft drink Company

TYPES NO OF RESPONDENT PERCENTAGECoca cola 70 47%Pepsi 40 27%Both 30 20%Others 10 6%

Coca cola47%

Pepsi27%

Both20%

Others6%

PERCENTAGE

Coca colaPepsiBothOthers

3-most preferred supplier among the company’s

PREFFERED SUPPLIER NO OF RESPONDENT PERCENTAGECoca cola 65 43%Pepsi 30 20%Both 35 23%Others 20 14%

43%

20%

23%

14%

PERCENTAGE

Coca cola Pepsi Both Others

4-No of coca cola crates sell per day by retailers

NO OF CRATES SELL/DAY NO OF RESPONDENT PERCENTAGE0-1 20 13%2-3 30 20%3-4 46 31%ABOVE 4 54 36%

0-1

4-MarABOVE 4

0%

5%

10%

15%

20%

25%

30%

35%

40%

13% 20%31% 36%

0%

PERCENTAGE

PERCENTAGE

5-compnay signage

BRAND NO OF RESPONDENT PERCENTAGECoca cola 50 33%Pepsi 34 23%Both 22 15%Others 15 10%No signage 29 19%

Coca cola Pepsi Both Others No signage0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

33% 23% 15% 10% 19%

PERCENTAGE

PERCENTAGE

6-No of visi cooler in the outlet

TYPE OF VISI COOLER NO OF RESPONDENT PERCENTAGECoca cola 45 30%Pepsi 28 19%Both 50 33%Others 27 18%

7-Type of company’s

Coca cola Pepsi Both Others0%

5%

10%

15%

20%

25%

30%

35%

30%

19%

33%

18%

PERCENTAGE

PERCENTAGE visi coolers is giving better service”

BRAND OF VISI COOLFER NO OF RESPONDENT PERCENTAGE Coca cola 70 47%Pepsi 45 30%Both 35 23%

8-

9-Effective company distribution channel

EFFECTIVE DISTRIBUTION CHANNELL

NO OF RESPONDENT PERCENTAGE

Coca cola 65 43%Pepsi 50 33%Others 35 24%

43%

33%

24%

PERCENTAGE

Coca cola Pepsi Others

10-Preffered Company for getting good margin on the products .

PREFFERED COMPANY NO OF RESPONDENT PERCENTAGECoca cola 60 40%Pepsi 50 33%Others 40 27%

Coca cola Pepsi Others0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

40%

33%

27%

0%

PERCENTAGE

PERCENTAGE

11-Brand which gives the more offers and discounts to the retailers

COMPANY NAME NO OF RESPONDENTS PERCENTAGE Coca cola 70 47%Pepsi 60 40%Others 20 13%

Coca cola Pepsi Others

PERCENTAGE 47% 40% 13%

3%8%

13%18%23%28%33%38%43%48%

47%

40%

13%

PERCENTAGE

PERCENTAGE

Axis Title

Axis

Titl

e

12-Rates services in comparison of competitor

SERVICES COCA COLA PEPSI On time delivery 4 5Marketing support 5 4Range availability 5 5Problem resolution 3 3Consumer promotion 4 3Total =21 =20PERCENTAGE 84% 80%

Here most of the people are using coca cola because of range availability and they are preferring secondary as an on time delivery.

And here as a result we can say that is may be people as a visual changer can be get the maximum number of weightage so so we can say that covca cola is going to be the get the maximum