project report on coca cola in kanpur

7/31/2019 Project Report on Coca Cola in Kanpur

1/97

1

1

OF

The worlds most recognized trademarkit is recognized by 94% of the worlds population

FOR

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. ,PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.

SUBMITTED IN SUMMER TRAINING OF MBA PROGRAMME OFAPOLLO INSTITUTE OF TECHNOLOGY

KANPUR

UNDER GUIDANCE OF:

Mr. ADESH TRIPATHI(AREA MARKETING MANAGER)

SUBMITTED BY:

Divya TiwariMBA 3rd SEMESTER

2009-2010


2/97

2

2

DECELARATION

I Divya Tiwari declare that this project report titled

Comparative Survey of Coke vs. Papsi is an original

work done by me under the guidance of Mr. ADESH TIWARI (AREA

MARKATING MANAGER). I further declare that it is my original work

as a part of my academic course.

PLACE: KANPUR

DATE: Aug. 16th, 2010

Divya Tiwari


3/97

3

3

INDEXTITLE PAGEAKNOWLEDGEMENT

MEANING OF PROJECT

INTRODUCTION

CHAPTER 1: PROFILES

HISTORY OF THE COMPANY EARLY GROWTH WARTIME DEVELOPMENT RECENT DEVELOPMENTS POSTWAR GROWTH

CHAPTER 2: INDUSTRIAL PROFILE

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

CHAPTER 3: PRODUCT PROFILE

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

CHAPTER 4: THE COMPETITIVEAREA

THE COMPETITIVE AREA AMONG COKE AND PEPSI ADVERTISING


4/97

4

4

CHAPTER 5: MARKETING DEPATMENT

MARKETING DEPARTMENT

SALES PROMOTION TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS S.G.A PROVIDING COMPANIES

CHAPTER 6 INTRODUCTION

OBJECTIVE OF THE STUDY R.E.D. CONCEPTPRE SALE CONCEPTADVERTISEMENTS TARGETED BY COKEPROMOTION BY THE COMPANY

CHAPTER- 7 MARKET IMPACT TEAM

MIT METHODOLOGY AND DETAILS AFTER MIT ROAD AHEAD

CHAPTER- 8 OBJECTIVES

OBJECTIVES IMPORTANTS OF OPENING NEW OUTLETS IDENTIFICATION OF NEW OUTLET PROCESS OF OPENING A NEW OUTLET DEAL WITH OBJECTIONS &QUERY

HORZENTAL EXPENTION FLOW CHART


5/97

5

5

CHAPTER 9: MATHODOLOGY

RESEARCH METHODOLOGY DATA ANALYSIS

CHAPTER 10: HYPOTHESIS

SWOT ANALYSISCHAPTER 11: CONCLUSION

CONCLUSION FINDINGS SUGGESTION

CHAPTER 12: QUESTIONAIRE

QUESTIONAIRE DECELARATION REFRENCES


6/97

6

6

ACKNOWLEDGEMENT

Coke, Panki Industrial Area, Kanpur for giving opportunity to associate myself

to the worlds largest soft drink company and to carry out my project titled

Comparative Survey of Coke vs. Papsi.

I am sincerely thankful to Mr. ADESH TRIPATHI (AREA

MARKETING 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 the outlet holders to

whom, I visited for the support, information, co-operation, advice to complete

my project details would also given my sincere thanks to all the staff and the

members of Hindustan Coca-Cola Beverages Private Limited.


7/97

7

7

MEANING OF PROJECT

The word Project has great specification in the field of management before starting

any work we must have an idea about its basic. The meaning of the PROJECT is as

follows: -

P The word p signify the phenomenon of planning, which deals symbolization and

proper arrangement of sen sex and suggestion on respectively in accordance with need.

R It stand for associated with word resource with which guides to promote

planning.

O This letter stands overhead expenses on unestimated expenses, which occur in

manufactures designed or layout of project.

J This letter stands for joint efforts i.e. Project work which is undertaking should be

completed with a combined effort.

E This stands for engineering i.e. worker undertaken is to be employing technical

process.

C This stands for the phenomenon of constriction on which is more essentially and

basic form of work.

T This stands for the techniques unless techniques to work is not Known.

CONCLUSION: - In general we came to conclusion. That project is systematic

conclusion discussed proposed particular subject which, include complete

information about required to machine tools, appliances need the various

operation required to be done in well sequences.


8/97

8

8

INTRODUCTION

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

Abraham NinanDirector External Affairs,

Coca-Cola, India

COCA COLA ENTERPRISES INC.

TYPE : PUBLIC (NYSE:CCE)

FOUNDED : 1926

HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A.

CHIEF EXECUTIVE OFFICER : JOHN BROCK

CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS

INDUSTRY : BEVERAGES

REVENUE : $19.800 BILLION USD

OPERATING INCOME : $1.495 BILLION USD

NET INCOME : $1.143 BILLION USD

EMPLOYEES : 73,000 (APROX)


9/97

9

9

CONCLUSION

In general we came to conclusion. That project is systematic conclusiondiscussed proposed particular subject which, include complete information

about required to machine tools, appliances need the various operationrequired to be done in well sequences.


10/97

10

10

CHAPTER 1

HISTORY OF THE COMPANYEARLY GROWTHWARTIME DEVELOPMENTPOSTWAR GROWTHRECENT DEVELOPMENTS


11/97

11

11

HISTORY OF COCA-COLA

This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist

called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard.

This formula, which was made from carbonated water, cane sugar syrup,

caffeine, extracts 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 bookkeeper named this drink Coca-Cola after

the first two ingredients and the same distinctive script he wrote it in 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 be the worlds most recognized

trademark with a record of 3 million Cokes sold per day. Unfortunately,

John Pemberton fell ill, and did not live to see his products success

Sadly, in the first year of Cokes existence, Pemberton and his

partner only made $50. Pemberton sold two third of his business in 1888 to

cover his losses and keep the business afloat.


12/97

12

12

He died later that year, and Mr. Candler, an Atlanta druggist,

purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In

1891,Candler and his brother formed the Coca-Cola Company.

EARLY GROWTH

In 1893 Candler registered Coca-Cola as a patented trademark. He

also responded to growing concern over the dangers of cocaine by reducing

the amount of coca in the drink to a trace. However, he kept some cocaextract in Coca-Cola so the name would accurately describe the drink.

Candler only had a patent on the name, and not the drink syrup that is, the

drinks base, containing all the ingredients minus carbonated water. He

figured that keeping the Coca in his formula would legally allow the

company to distinguish its drink from imitations. Other companies also

produced soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would become Coca-Cola Companys major competitor

over the next few decades.

Candler also spent more than $11,000 on his first massive advertising

campaign in 1892. The Coca-Cola logo appeared across the country

painted as a mural on walls; displayed on posters and soda such as

calendars and drinking glasses. In addition, Candler was the first person

ever to use coupons to gain customers for a product. He distributed flyers

offering free soda fountain glasses of Coca-Cola to people visiting his

drugstore.

In 1894 the Coca-Cola Company opened its first Coke syrup

production plant outside of Atlanta, in Dallas Texa. That same year a

candy storeowner in Vicksburg, Mississippi installed bottling machines

and produced the first bottled Coke. It had previously been sold only at

soda fountains. By 1895 the drink was sold in all U.S. states and territories.


13/97

13

13

In 1899 lawyers Benjamin Thomas and Joseph Whitehead of

Chattanooga, Tennessee, bought the exclusive right to distribute Coke

syrup to bottles throughout most of the country for only on dollars, at the

time, Candler saw little profit in bottling and was more than willing

to give up that part of the business.

In 1915 the Root Glass Company created a couture glass bottle for

Coke, its design based on the curvature of a coca bean. This bottle design

became a Coke trademark worldwide. The same year, Candler retired

from the company, passing it on to his children and moving into polities.

He was elected mayor of Atlanta in 1916.

In 1919 the Candler family sold Coca-Cola to businessman

Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son,

Robert, was elected company president in 1923. Robert Woodruff was a

skilled marketer and he put more of the companys resources into market

research than manufacturing Coke.

WARTIME DEVELOPMENT

During World War II (1939-1945), Woodruff also boosted

Cokespopuler image in the United States by pledging that his company

would provide Coke to every U.S. soldier. The company did not limit itself,

however, to only doing business that would increase its success in America.

In the period leading up to the war, between 1930 and 1936, it had set up a

division of the company in Germany, and it continued that venture during

the war. It recreated its image as a German company and allowed the

Germans to produce all but two, secret, Coca-Cola ingredients in their own

factories.

In 1941 the German companys president, Max Keith, developed

Fanta orange soda using orange flavoring and all the German-made Coke


14/97

14

14

ingredients. The Coca-Cola Companys wartime efforts helped it expend

its global market, often with the economic support of the U.S. government.

By the end of the war in 1945, it had established 64 overseas bottling

plants. The same year the company registered a patent on Coca-Colas

popular nickname, COKE.

POSTWAR GROWTH

In 1955 Robert Woodruff retired as the Coca-Cola Companys

president. Candler and Woodruff are remembered as the two most

important figures in the companys early growth, both for their

contributions to the company and their considerable fortunes donated to

the city of Atlanta. After Woodruff departure, the company began to

diversify by producing new products, acquiring new business, and entering

new international markets.

In 1960 the Coca-Cola Company purchased the Minute Maid Corp.

producer of fruit juices and began offering Coke in cans. Between 1960 and

1963 it also launched four new soft drink in the United States: Fanta, an

orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored

soda. In 1964 the company acquired the Duncan foods crop. In 1967, it

created the Coca-Cola foods division by merging its Duncan and Minute

Maid operations.

In the late 1960s, Coca-Cola faced difficulties in some of its foreignmarkets. When the company built a bottling plant in Israel at the outset of

the Arab-Israel War, the governments of all Arab League nations banned

the production and sale of Coke. A year later the company withdrew from

its markets in India when that countrys government requested that Coca-

Cola reduces its equity in joint ventures to 40 percent. The company

refused to relinquish so much control over those operations.


15/97

15

15

In 1977 Coca-Cola began packaging Coke and other drinks in two-

liter plastic bottles. The popularity of these large bottles grew over time,

and their sales earned the company new project, primarily in small

specialty and convenience stores.

In 1982 the company introduced Diet Coke, which soon becomes the

best-selling diet soft drink in the world.

Also in 1982, Coca-Cola purchased the motion-picture company,

Columbia Picture Industries, also know as Tri-star Pictures, for almost

$700 million. Two year later, the company sold off its Columbia holdings

and other media acquisitions to Sony Corporation for over $1.5 billion.

By 1984 Pepsi-Cola had gained on Cokes previous domination of the

U.S. market to the point that the two had almost equal sales. In an attempt

to return market dominance, the company attempted the first-ever reason

of the original Coke recipe. The American public largely rejected New

Coke, and so the company quickly returned to also producing the oldrecipe under the name Coca-Cola classic.

RECENT DEVELOPMENTS

In 1986 The COCA-COLA Company consolidated all of its no

franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new

company began acquiring independent bottling companies, a venture that

grew into the worlds largest bottle of soft drinks by 1988, while Coca-Cola

Enterprise distributes over half of all Coca-Cola products in the United

States, small franchises businesses continue to bottle can and

distribute the companys drink worldwide.


16/97

16

16

In 1987 The Coca-Cola Company was fisted in the prestigious Dow

Jones Industrial Averages index of stock market performance. Its stock is

traded on the New York Stock Exchange. CocaCola and Pepsi Company

products occupied nine of the top ten spots in the U.S. soft drink

market in themed-1990s.

Worldwide, Coca-Cola ranked first in soft drink sales, and the

company earned almost 80 percent of its profits from international sales.


17/97

17

17

CHAPTER 2

SOFT DRINK INDUSTRY IN INDIACOCA-COLA IN INDIAVISION OF COCA-COLA IN INDIAMISSION OF THE COCA-COLA IN

INDIA


18/97

18

18

SOFT DRINK INDUSTRY IN INDIA

INTRODUCTION

The Indian Soft-Drink Industry is a 3500 crore rupee Industry

comprised of consumers throughout the country, and of all ages. The

industry has been comprised of all Indian Soft-Drinks manufactures and

the multinational Coca-Cola up to 1976.

From 1976 to 1989, the industry only comprised of Indian

manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s

have brought changes in Government Policies of liberalization, which hashelped user in two huge American Multinational Pepsi-Cola international

and Coca-Cola

.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN

INDIA

1977

Refusing to dilute its equity stake, Coca-Cola windsup it operations in the country.

Thums-Up from Parle and Campa-Cola from PureDrinks launched.


19/97

19

19

1986

An application for a soft drink cum snack food jointventure by Pepsi. Voltas and Punjab agro is submitted

to the Indian Government.

1988

Final approval for the Pepsi food limited projectgranted by the Cabinet committee on economic affairs

of the Rajeev Gandhi Government.

Coca-Cola South Asia Holding Incorporation of theU.S. files an application to manufacture soft drinks

concentrate in Noida (Delhi) free trade zone.

1990 Pepsi Cola and 7 Up launched in limited market in

North Indian.

The Government clears the Pepsi Project again butwith the brand name changed to Lehar Pepsi.

Simultaneously, it also rejects the application of Coke.Citra hits the market from the Parle Stable.

1991

Britco food files an application before FIPB to set up anew 50 crore facility in Maharashtra.


20/97

20

20

Pepsi extends its soft drink reach on national scale.Products launched in Delhi and Bombay.

Britco foods application cleared by the FIPB, Pepsiand start initial negotiations for a strategic alliance

but talks break of after a while.

1993

Pepsi launches Teem and Slice to counter Limca andMaaza respectively from Parle. Pepsi captures about

30% market share in about two years.

Coke files an application for a 100% owned softdrinks company with FIPB, Decides to part ways with

Rajan Pillai. The Government clears the Coke

application in record time.

Voltas pulls out of the Pepsi Food Limited jointventure. Pepsi decides to buyout the Voltas share and

raises its equity to 92% Report of Coke Parle joint

gain strength.

Pepsi launched 1 liter bottles in Pepsi-Cola, Mirindaand Teem flavors. Sweeps off the 100ml segment over

Pure Drinks.


21/97

21

21

Coca-Cola buys out Parle and major leaders of themarket, Ramesh Chauhan, becomes a part of the

Coke game plan.

Fountain Pepsi launched in the Northern part ofIndia.

Coca-Cola hits the Indian in 300 ml at the price of 250ml. Equity 100% for Coca-Cola.

Pepsi jump up in to Mineral Water name Aquafina.

2000

Coca-Cola Indian has registered a growth of 18 thpercent in its net sale during the first quarter of the

current fiscal year.

Hrithik the burning sensation of Bollywood is hired toadvertise Coke is very effective.

2001

Coca-Cola upgraded from 1.5 ltr. To 2 ltr.

Coke hired Ashwaria, Amir Khan and Hrithik foreffective advertising.


22/97

22

22

COCA-COLA IN INDIA

The Coca-Cola Company entered India in the early 1950s. It set up

four bottling plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market

therefore Coca-Cola did not face much competition and they were accepted

in Indian market more easily. By the end of 1977 Coca-Cola had captured

more than 45% of market share in India. Then Coca-Cola left India

following public disputes over share holding structure and import permit.

As per FERA REGULATION the company was required to India

close operation by May 5, 1978 yet strongly enough the companys

operation come to end in July 1977.

In October 1993, Coca-Cola returned to India after 16 years of

absence with the slogan Old waves have come to India again first

launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL.

At this time Parle was the leader in soft drink market and had more

than 60% of the total market share in soft drink Coca-Cola joined hand

with Parle and strategic alliance with Parle export give the companyinstant ownership of the nation top soft drinks brands Thums-Up, Limca,

Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling

network and a base for the rapid introduction of the companys

international brand by striking a $40 million deal with Parle Coke almost a

clear sweep and made it goal as To become an all occasion drink not a

special treat beverage.


23/97

23

23

VISION OF COCA-COLA IN INDIA

Provide exceptional strategic leadership in the Coca-Cola India

System resulting in consumer and customer preference and loyalty through

Coca-Colas commitment to them, and in a highly profitable Coca-Cola

corporate branded beverage system.

MISSION OF THE COCA-COLA IN INDIA

Create consumer products, services and communications customers

service and bottling system strategy processes and tools in order to create

competitive advantage and deliver superior value to:

Consumers as a superior beverage experience.Consumers as an opportunity to grow profits through the use of

finished drinks.

Bottlers as an opportunity to make reasonable to grow profitsand volume.

TCCC as trademark enhancement and positive economic valueadded.

Suppliers as an opportunity to make reasonable profits whencreating real value added in an environment of system wide

teamwork, flexible business system and continuous

improvement.

CCI associates as superior career opportunity.Indian society in the form of a contribution to economic and

social development.


24/97

24

24

CHAPTER 3

PRODUCT PROFILE OF COCA-COLACONSUMER CHOICE AT A GLANCEDIFFERENT PLAYERS IN THE SOFT

DRINKS MARKET

WHERE THE MONEY GOESMODUS OPERANDI


25/97

25

25

PRODUCT PROFILE OF

COCA-COLA

There are nine brands of coca-cola in India and they are differ in

taste, flavor and also in their colours.

1. COCA COLA

Coke is considered to be a cola drink. It is generally preferred by all

sections of consumer. This is a case cow brand for the company in terms of

sales revenue.

2.THUMS-UP

Thums-up is also considered to be a cola drink. It is hard in

comparison to coke. It is preferred by all section of consumers but

especially to teen-agers. It is a big source of company to cash its publicity.

3.LIMCA

Limca is considered to be lemony in taste, and comes under the

category of cloudy lemon because of its colour, which is


26/97

26

26

Similar to that of clouds. It has to yield good sales revenue. It is

generally preferred by Children & Women.

4. FANTA

FANTA ORNAGE, It is orange flavor & preferred by Children &

Women.

5. FANTAAPPLE

FANTAAPPLE, It is apple flavor preferred by Children & Man,

Women .

6.MAAZA

MAAZA MANGO, in maaza cold drink no gas only based on juice. It

is a non-aerated soft drink. It is preferred mostly Children & Women.

7.KINLEY SODA

This is a soda drink. It has no colour and no flavor. It is generally

used with alcohol and used by adults.


27/97

27

27

8.SPRITE

Sprite is a good product at cola and contains at lemon flavor. Andpreferred by all age of people.

9.KINLEY WATER

Kinley water is a fresh and mineral water and market competitor of

Bisleri and Aquafina.

10.MINUTE MAID

In Minute maid pupply orange cold drink no gas only based on

orange juice. It is a non-aerated soft drink and market competitor of

Tropicana Twister.

11.DIET COKE

Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Freepatients.


28/97

28

28

PRODUCT MIX

Products

The group manufactures and markets Carbonated and Non-Carbonated

Soft Drinks and Mineral Water under Coca Cola brand. The various

flavors and sub-brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta,

Fanta Apple, Mazza, Pulpy Orange, KinnleySoda, Kinnley Water.

CAN

Diet Coke, Coca Cola, Thums Up, Sprite.

Brand available in 200ml.

1. Coca Cola2. Thums Up3. Sprite4. Limca5. Mazza6. Mazza Tetra Pack

Brand available in 300ml.

1.Thums Up

2.Sprite

3.Limca

4.Kinley Soda


29/97

29

29

Brand Available in CAN (330ml)

1. Diet Coke2. Coca Cola3. Thums Up4. Sprite

Brand Available in (350ml)

1. Coca Cola2. Thums Up3. Sprite4. Mazza5. Pulpy Orange

Brand Available in (500ml)

1. Mazza2. Pulpy Orange3. Kinley Water

Brand available in (600ml)

1. Coca Cola2. Thums Up3. Sprite4. Limca


30/97

30

30

Brand Available in (1Ltr)

1. Kinley Water2. Pulpy Orange

Brand Available in (1.2 Ltr)

1. Coca Cola2. Thums Up3. Sprite4. Limca5. Mazza

Brand available in (2 Ltr)

1. Coca Cola2. Thums Up3. Sprite4. Limca


31/97

31

31

Price of the product

Product Bottle in MT Price200 ml 24 168

200 ml Mazza Tetra Pack 24 216

300 ml 24 215

250 ml Mazza 24 330

330 ml Can 24 580350 ml Thumsup 24 468

500 ml Mazza 24 168

500 ml Pulpy Orange 24 498

600 ml Soda 24 216

600 ml PET 24 444

1Ltr. Kinnley 12 104

1Ltr. Pulpy Orange 12 552

1.2 Ltr Maaza 12 5521.2 Ltr Pet 12 207

2 Ltr PET 9 459


32/97

32

32


33/97

33

33

CONSUMER CHOICE AT A GLANCE

Coca-Cola Mainly preferred by the Youngster & Kids.

Thums-Up Youngster.

Limca Common Drink.

Fanta Basically Preferred by Ladies and Kids.

Maaza Also Ladies and Kids.

Sprite Not clearly defines.

Kinley Soda Mostly those who consume liquor.


34/97

34

34

DIFFERENT PLAYERS IN THE SOFT DRINKS MARKET

PEPSI

Caleb Brandhum, a North Caroline Pharmacist, structure Pepsi Cola

in the 1890s as cure of dyspepsia (indigestion). In 1902, Bradhum applied

for a trade mark, issued ninety seven share of stock and began selling Pepsi

syrup in earnest. In his first year of business he spend $1900 on advertising

a huge sum that he sold only 8000 gallons of syrup. In 1905 Bradhum built

Pepsis bottling plant. By 1907 he was selling 10,000 gallons a year, two

years later, he hired a New York advertising agency. After passing through

many troubles for some period now Pepsi is a market leader in

international arence and is available in 187 Nations throughout the world

in 18 flavors having its Head Office in New York, United State. Pepsi has13 bottlers with 26 plants in India. Through this compared with 60 plants

of Coke is quite less, yet the market share of Pepsi has increased quite

significantly


35/97

35

35

PEPSI IN INDIA

This $3040 billon, New York (U.S.) based Pepsi Company, had to

start from scratch after entering the country in 1989. Deep blue Pepsi, is a

broad based food and beverage company, deriving more than 60% of its

sales and operating profits from its snack foods and restaurant business.

Pepsi started its commercial production in 1990 with plants, one at

Channo (Sangrur) and other at Jahura (Distt. Hoshiarpur). Pepsi drink,which was introduced six year back, has now become the household name

thought the country.

The Marketing efforts of Pepsi in the first three year were so

successful, that Pepsi had taken major market share of Parle and Parle has

to face hard times. Pepsi-Cola has been positioned as a drink for the young.

Its popular slogan YEHI HAI RIGHT CHOICE BABY go to show that

appeal is significantly for the younger generation in a popular, much aired

commercial, Bollywood star Sachin Tendulkar. Began to cdroon in the tune

only after hed guzzled, the right cola, made the smart choice (A-Ha!).

Behind the hype in an effort invisible to consumer Pepsi pumped in

Rs. 300 crore to add muscle to its infrastructure in bottling anddistribution. At present Pepsi is at war with Coke at National level.


36/97

36

36

CADBURY SCHWEPPES

Cadbury Schweppes are joined force of Cadbury found in 1824 of

U.K. and Schweppes of Ireland founded in 1783. Cadbury Schweppes is

unified bussing which manages the relations his with over 240 franchised

bottling operation on Zambia and Zimbabwe. Cadbury Schweppes has

fottlery and partnership operations in 14 countries around the world.

CADBURY SCHWEPPES IN INDIA

May 1995 one more soft drink Cadbury Schweppes entered the

Indian soft drink market and now the competition in this industry is more

due to rise in the number of competition and also due to large product

range that they all are offering to the market. Cadbury Schweppes, just

about two year old in India udebtufues with the guerilla. Number three in

the aerated soft drink market after Pepsi and Coca-Cola Company; it is

resorting to some very smart footwork to gain its share of silence.

The company wants to be number one in the non-cola aerated soft

drink market, to which end it has unabashed a series of tactics. WEDONT DIRECTLY HIT COMPETITION BUT CHOP AT AWAY AT

THE ENGED. Says Ashok Jain C.E.O Cadbury Schweppes India. The

idea is to convert the narrow scrip to a niche and build it to a position of

reverence with a consumer.


37/97

37

37

John S. Perberton, who in 1886 first construed coke syrup in his

laboratory, knows little that he had made a formula that would sell one day

to a thirsty market of 13.1 billion dollar coke drinkers.

Perberton was morphine addict who was trying to create marketable

patent medicine. When his experiments led to the new scared Coke

formula. He had only modest success selling Coke in Atlanta and he sold

his formula and right for a pittance. He died in 1888. Atlanta druggist as a

Candler who soon gained control of Coca-Cola is in many way the true

father of coke. He transformed the small time operations in to a nation

wide soda fountain sensation.

Early on, Coke had a distinct cocaine kick, even through corporate,

Coke has long dispute. This piece of America folk care, saying the coke leaf,

was they with the syrup and training needed to produce distributes and sell

the product and above all the most valuable assent, the trademark.

Also coca-colas main revenue stream is from the sale of concentrate

of its bottles. In India, the sole rights the manufacturer concentrate rests

with its 100% subsidiary coca-cola beverages near Pune.

A unit of concentrate makes 400 cases (of 24 bottles each) and according to

an estimate generates income of Rs. 20 per case for the parent company.

Bottlers maintain their production line to coke standard of 600

bottles per minute.

Today the two multinational operates in two ways.

COBO-Company owned bottling operation, and

FOBO-Franchisee owned bottling operation.


38/97

38

38

WHERE THE MONEY GOES

Low per capital consumption of soft drink in India may be linked to

the inflated prices of such drinks. But surprisingly it leaves a very low

margin for bottlers decocanised. Candler had later testified on court that

coke contained a very small proportion of drug without the coke would

never have been as popular as it was its early days. The cocaine was

eliminated in 1903, as panicked reaction to the raising criticism, inflamed

by Newspaper allegations that black coke drinkers were attacking whites.

In 1917, Candler gave almost all of his coke, stock to his children,

who sold out two years later to a syndicate headed by, Atlanta Banker

Ernest Woodruff, for $25 million. Woodruff eventually took over and ruled

the company to its present glory. Woodruff died in 1985.


39/97

39

39

COKE IN INDIA

Despite the formidable track of its parent (Coca-Cola Company the

$18 billion gaint, based in Atlanta U.S.), Coca-Cola Indias record in

Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian

market after 16 years from Hathras December 1993 Coca-Cola became the

undisputed leader of the Indian soft drink industry, because if their

acquiring rights of Ramesh Chauhans aerated Parle drinks.

With one stroke of the pen, and a bill of 140 crore coca-cola picked

by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a

combined market share of 69 percent with Thums Up alone accounting for

56% of the then 650 crore cola segment.

Coca-Cola worlds largest selling soft drink and which sells nearly

half the soft drink of world market its reentry with planned strategy.

MODUS OPERANDI

The multinational soft drink companies carry their business by

licensing bottlers around the country or more technically franchising the

bottlers and supplying also. With retail prices ranging to Rs.9-10 per bottle

(300ml) for consumer and Rs.196 per crate (24 bottles) for retailers. A

bottler must pay as such as 34% of the price per case as excise duty,

sales and turnover tax.

A further 10% goes into expenditure on local advertising and sales

promotion. Distribution and transportation cost takes care of another 10%

Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up


40/97

40

40

another 23% production cost, in terms of fuel, power, maintenance

and labour add up to 14%.

Thus leaving a bottler with a margin of 9%, again 4% of this would

go into warheads and interest charges, trimming down the margin to a

simply 4-5 % a bottling operation, thus is viable only large volume.

(This is also one of the reasons of FOBO being converted in COBO).

The consumer, obviously, shoulders most of the burden, bottle cost

are also critical component of soft drink business.

Coke is positioning all of its beverages as all seasons beverages

rather than only summer drinks; this will greatly help to increase

consumption.

In summer coca-cola was coping with a change, C.E.O-Alex Born has

replaced David Short.

Coke has made India its home; coke is experimenting with mobile

dispensing units at beaches and stadiums, going out towards consumers.

Our goal is to have available within arms reach of desire. Nicholas once

said (Retd. C.E.O).

While Pepsi wants people to come to them, Coke plans to after

consumer.


41/97

41

41

Cokes objective in short run shall be converted Pepsi drinks, rather

than Thums Up drinkers to Coke.


42/97

42

42

CHAPTER 4

THE COMPETITIVE AREA AMONG COKE AND PEPSI

ADVERTISING

ADVERTISEMENTS TARGETED BY COKE

PROMOTION BY THE COMPANY


43/97

43

43

THE COMPETITIVE AREA AMONG

COKE AND PEPSI

The soft drink market all over the world as been witnessing a neck-

to-neck battle between the two major players; Coca-Cola and Pepsi since

very beginning. The thirst quenchers are trying hard to have the major

piece of the apple of overall carbonated soft drink market. Both the players

are spending their energies in building capacity, infrastructure,

promotional activities etc.

Coca-Cola, being 11 years older than Pepsi, has been dominating the

scene in most of the soft drink market of the world and enjoying the

leadership terms of the market share. But the coca-cola people are finding

it hard to deep away Pepsi, which has been narrowing the gaps regularly;

the two are posing threats for each other in every nook and corner of the

world. While coca-cola has been earning most of the part of its bread and

butler through beverages sales, Pepsi has a multi products portfolio with a

handsome portion from the same business.

The two warriors are face to face once again here in India with

different strategies and policies to attack at rival Coca-Cola is focusing

upon the joint ventures with the existing bottlers to enhance its control on

manufacturing and marketing of its product range and attain the quality

standards of its class. Countering its Pepsi has taken the baton in its own

hands by floating and investment of $95 millions to set 6 Pepsin Co. IndiaHoldings, a subsidiary for companys owned bottling operation (COBO).


44/97

44

44

Both of the companies are following different path of reach the same

destiny i.e. to fetch the bigger portion of aerated soft drink market in India.

Both the competitors have distinct vision and priorities about the

Indian soft drink market. Through having so much difference and

distances with each other, they both consider India as a huge potential

market as per capita consumption here in more 3 servings per year against

an international of 80. Throughout, they are putting their best efforts to

woe Indian consumer who has to work for 1.5 hours to by a bottle cross

over for both the athletes running for getting No.1 position.

Coca-Cola is well set with its 53 bottling sites throughout the country

giving it an edge over competition by possessing a well built manufacturing

and distribution set up on the other side of picture, Pepsi, with two more

year in India, has been able to set an image of winner this giants are ready

to turn every stone of opportunity with a mindset of long tenure this time.

Coca-Cola has been penetrating the market through its wide product

range with a determination to change competition pattern of soft drink in

India. Firstly, they upgraded the whole industry by introducing 300 ml

bottles, which in turn, had given the industry a booming growth of 20 % as

compared to earlier 5%. They want to develop a coca culture here and are

working on a strategy to offer soft drink in every possible package. In coca-

cola camp, the idea of competition has not come from Pepsi, but from the

other beverages such as tea, coffee, nibu pani, water etc.

Pepsi is quite aggressive in its approach to Indian consumer. They

are desperately working in the strategy to be winner side in the hot cola

war between tow big barons. According to Pepsi philosophy its the

madness that encourages executives to thin to conjure up those creative

tactics to knock the fizz out of their competition. Pepsi had pumped a large


45/97

45

45

amount on the visibility of its blue-red-and-white logo. They have been

going with aggressive marketing by putting Sachine Tendulkar and now

Shahrukh Khan in their advertisement to endorses their brand, the rolemodels for its targeted consumer the teenagers. They have increase the fizz

in the market price by introducing the dispensers called fountain Pepsi and

been enjoying a lead over its rival three.

Coca-Cola on the otherhand, has been working on the saying skew

and stead with race, side by side retailing to the every move of its

competitor. They have produced the shield of Thums Up with a handsome

market share in India soft drink market. Countering Pepsi; international

commercial that used two chimpanzees to coke a snack at coke, Thums Up

came with the aid line, Dont be Bandar, taste the thunder Also Thums

Up has been positioned now very near to that of young in age of Pepsi and

giving it tuff time.

Everything has been put on fire by these cool merchants. If Coke got

the status of the Official drink of Wills World Cup, Pepsi blushed as

Nothing official about it. As ThumsUp projected as Saare Jahan Se

Achchha. Pepsi was passionate enough with Freedom to be. When

Thums Up came up with Thunder Blast, the other one offered, Pepsi

Stuff Card. If red color is meant for Coke, Pepsi has chosen to be Blue. In

this way, Indian consumer is getting more fizz and punch from the two big

brothers and he has to given not about the winner.


46/97

46

46

ADVERTISING

Advertising is non-promotion of goods and services, by a sponsor (a

firm or person) who can be identified and who has paid for this

communication. This purpose of advertisement is to sell something a good

service, idea person or place, either now or later this goal, reached by

setting specific objective that can be expressed individual ads. Those are

incorporated into an advertising campaign recall again from the buying

decision process that buyers go through a series of stages from

unawareness to target customers to the next stage in the hierarchy say from

awareness to interest.

Advertisement plays an important role in the success of coca-cola

product since its first newspaper ad. In 1886 that red, coca-cola delicious

Refreshing Exhilarating Invigorating. Advertisement is a key of

implementing a strategy over one hundred year old to trigger desire as

offer and in as many ways as possible.


47/97

47

47


48/97

48

48

ADVERTISEMENTS TARGETED BY COKE

To target various consumer segment of soft drink different add

featuring cricket star, cine star, pop star have been created.

1.Lisa Ray (famous model) in a very interesting add, which featuring

him bathing with sprite. Having a catching line Sprite bujhaye only

pyass baki all bakwaas.

2.AmirKhan & AshwaryaRai (both cine stars), which targeted

younger generation. This add. Contained imagery of rugged and

romantic for 330 ml of coke. Theme Coca-Cola Ho Jay.

3.Another cola drink from coke i.e. Thums Up.

4.Limca leaving its old image of Lime-n-Limoni drink is been

shown as in the add. Featuring Shaif Ali Khan. A drink that could

just change the mood at time of disappointment lines. Gala Gaya

Sookh Limca Key Liye Ruk.

5.Fanta add. Showing children having lines Bold Ho Jayo.

6.A family giving new look to Maaza Tazza Mango.

7.Diet Coke the exiting add. on the pool with fall swing calling Taste

The Power Of One Calorie.

8.AmirKhan in the as on Mini Coke very interesting and Roman tic

add.


49/97

49

49

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by coca-cola India, but

only D.P. Board, wall painting, S.G.A.s etc. Company spends on it

around 8-9 % total sales company invested 305 crore rupees in

advertisement Budget.

Radio.

T.V. Hoardings. Road signs. Sticker. Neon light. Banners. Newspaper. Magazines. Exhibition. Posters. Sponsoring local events.


50/97

50

50

SOME OTHER TECHNIQUES FOR PROMOTION

OF COCA-COLA COMPANY

Coca-Cola and the Olympic Games

The company's international blitz began in 1926 when company

President Robert Woodruff signed Coca-Cola as a sponsor of the 1928

Olympic Summer Games in Amsterdam. The U.S. Olympic Team and

1,000 cases of Coca-Cola arrived at the games by freighter. Since then, the

relationship between the Olympic Games and Coca-Cola has only grown!

Many Coca-Cola divisions around the world sponsor individual

athletes or teams as well.

1928 was also the first year the Olympic flame was lit,and women were invited to compete.

1952 -- The Summer Games in Helsinki - Coca-Colashipped 300,000 cases of bottles and donated it for

sale by the Disabled Ex-servicemen's Association.


51/97

51

51

1952 -- The Winter Games in Oslo - The local Coca-Cola bottler chartered a helicopter for advertising. In

1952 most people had never seen anything like ahicopter and they were utterly fascinated. At the close

of the games, the helicopter was given to the city to

help direct traffic.

1960 -- The Summer Games in Rome - Italianbottlers welcomed athletes, officials and spectators to

Rome with a 45 rpm record of "Arrivederci Roma."

1964 -- The Summer Games in Tokyo - This markedthe first year Coca-Cola aided the athletes, spectators

and media with guide maps, sightseeing information

and a phrase book. The idea was so popular, it was

adapted for use in Mexico City, Sapporo (Japan) and

Munich.

1979 -- The Coca-Cola company worked with theOlympic Committee to create the U.S. Olympic Hall

of fame.


52/97

52

52

1988 -- The Winter Games in Calgary - Coca-Colaorchestrated a world children's chorus. Also, Coca-Cola

opened the venue for what would later be deemed thegames number-one spectator sport -- The Coca-Cola

Official Olympic Pin Trading Center.

1996 -- The Summer Games in Atlanta - The Games'centennial, as sole sponsor of the Olympic TorchRelay, Coca-Cola brought the flame to more than 350

cities and towns during the 94-day run.


53/97

53

53

Olympic Commemorative Cans

1928

Amsterdam

1948

London

1964

Tokyo


54/97

54

54

1992

Barcelona

1996

Atlanta

2002


55/97

55

55

2004


56/97

56

56

CHAPTER 5


SALES PROMOTION TECHNIQUESOF COMPANY

CRITERIA FOR PROVIDING FREE

CHILLING EQUIPMENTS

S.G.A PROVIDING COMPANIES



57/97

57

57

SALES PROMOTION TECHNIQUES OF COMPANY

1.

Good Advertising.2. Effective Incentive Policy.3. Quality.4. Wide & Deep Distribution System.5. Attractive packaging.6. Allotting SGAS (Refrigerator, Chest cooler, Table Umbrella, Chairs

etc.) to retailers.

7. Decorating Retailers shop by display board, dealers board etc.

CRITERIA FOR PROVIDING FREE CHILLING

EQUIPMENTS

With every 1-2 crates purchased daily or alternatively anicebox is provided.

For an average consumption of 5-6 crates a visi-cooler of4crates.

For a purchase of 7-8 crates daily visicooler 7 crates. If purchase exceeds 8 crates, then 9 crates visicooler or deep

fridger is provided.

With every chilling equipment a steplizer is provided it may be of 1

KV or 5 KV.

S.G.A PROVIDING COMPANIES

All these industries are enlisted and approved by Coca-Cola.


58/97

58

58

CHAPTER - 6

OBJECTIVE OF THE STUDYR.E.D. CONCEPTPRE SALE CONCEPT


59/97

59

59

We have built a foundation to ACCELERATE the journey

towards a World Class Selling Organization


60/97

60

60

OBJECTIVES OF RED 2008

Reinforce execution standardsEnhance execution capabilityHave a greater impact on businessIncrease action orientation


61/97

61

61

RED is much more than being the Worlds largest Retail track

It involves defining the Picture of Success, Actual Execution, BuildingCapability of the frontline, improve associate engagement and a process of

Continuous improvement

We have made only minor changes in SCORING

Increased the weight for AVAILABILITY

RED Parameters 2007

Visi cooler : 35%Availability : 40%Activation : 25%

RED Parameters 2008

Visi cooler : 30%Availability : 50%Activation : 20%

Greater focus on availability (10 points more) Focus on primary packs across channels Drive single RGB per outlet MMPO added as the second Juice after Maaza Maaza & MMPO need to go together to prevent

cannibalisation


62/97

62

62

Minor changes in points allocation for Cooler parameters 10.5 caser added as additional standard in relevant

outlets

Greater focus on brand order compliance

Simplified the list of activation elements Greater focus on branded menu cards / boards to drive

incidence

Removed tent cards OBM /Drinking shots added as a parameter across

channels

Points for grocery rack only if it is pure & min 50%charged


63/97

63

63

R.E.D CONCEPT

R.E.D is the survey method that company started earlier. For the

survey of R.E.D., Company had hired the person from A.C. NIELSON one

of the best survey company. This survey gets done once in a month. R.E.D

is the set of norms divided into outlet wise.

ABOUT THE R.E.D SURVEY

The survey named as R.E.D. (RIGHT EXECUTIONDAILY).

The survey has been conducted to check the coolermanagement, availability of products & activation of

coca-cola in various outlets.

The survey was based on three topics: -

Firstly, I have to check the cooler management i.e. thecooler that was provided by the company to the

customer, are properly managed/working or not. And

lastly the most important aspect of coolermanagement was the brand order.

Secondly, I have to check the availability of theproduct i.e. whether the product is available to the

customer or not.

Lastly, I have to check the activation, which is a veryimportant because activation helps to boost the sales.

Activation is done through boards i.e. glow sign. DPS,

Flanges and Combo boards. Mostly combo boards are


64/97

64

64

given to the E&D outlets. And is very helpful in

attracting the customers. Rack with header is

provided to the Grocery outlets, which should be fully

charged.

Right Execution Daily (R.E.D) is the diversification of outlets as

Channel, Class, and Income. Lets know what are the Channel, Class, and

Income respectively.

CHANNEL

Which type of outlet is this like E&D (Eating & Drinking), GROCERY, or

CONVENIENCE?

GROCERY

Outlet primarily engaged in retailing of food & various household items. It

includes Grocery (Outlets dealing mainly in grains, provisions, spices,

edible oil, vanaspati etc) and General Stores (Outlets selling items of day-

to-day requirements & stocking a varity of branded products)

E&D

There are two types of E&D Outlets

E&D TYPE 1

The outlet does not have place to sit . It includes Bakery, Sweet shops, QSR,

Juice Centers, Soft Drinks Shops etc.

E&D TYPE 2


65/97

65

65

The outletr should have a place to sit. It includes Sit down Restaurants,

Bars, Dhabas, Cafes etc.

CONVENIENCE

Includes outlets which are small stores or shopes, generally accessible

locally. These are often located alongside busy roades. It includes Chemists,

STD Booths, Pan Shops etc.

OUTLET VOLUME

Which volume outlet has like BRONZE, SILVER, GOLD, or DIAMOND?

BRONZE

Those outlets, which sells < 200 c/s per year.

SILVER

Those outlets, which sells 200-499 c/s per year.

GOLD

Those outlets, which sells 500-799 c/s per year.


66/97

66

66

DIAMOND

Those outlets, which sells 800 & above c/s per year.

INCOME

Whoever costumer comes on shop which income class they belongs like

high Income, medium Income, low Income.


67/97

67

67

R.E.D.

(RIGHT EXECUTION DAILY)OUTLET WISE DISTRIBUTION OF R.E.D

CHANNEL CLASS LOCALITY INCOME GROUP

Convenience Diamond High

ExPan shop, P.C.O etc. >800c/s sale

Grocery Gold Medium

ExGeneral store, 500-799c/s salesProvision store etc.

E&D (Eating and Drinking) Silver LowExRestaurant, Hotel etc.

PRE-SALE CONCEPT

This is the new concept that had started from the year 2007. In the Pre-Salethe company takes order one day before and accordingly company delivers

their products for each route.


68/97

68

68

CHAPTER - 7

M.I.T.Methodology and detailsAfter MIT The Road Ahead


69/97

69

69

MIT ( MARKET IMPACT TEAM)

KANPUR


70/97

70

70

Objectives

Horizontal Expansion (HE)Chilling Equipment

Place Iceboxes

Identify o/l for OIF OYA

Achieve GODIdentify o/l for Cooler up gradationIdentify o/l for Cooler prime position (to do list)

METHODOLOGY AND DETAILS

Duration of Activity4 days ( 15/418/4)

Identify clusters based on area/zone, opportunity, potential,competition.

Identify teams-summer trainee, co-ordinate with agency team. Set deliverables Launch Trade Scheme

Rs 1540 = 5 Empties + Ice Box + Activation element (Flange)

5 MT COSTS = 5 * 140


71/97

71

71

= 700

FLAVOUR COST = 5* 168

= 840

ICE BOX = 5 MT + FLAVOUR

700 + 8401540

Resources Utilized during ActivityAgency Manpower20Summer Trainee12Vehicles---10Distributor manpower- cummulative 21

After MITThe Road Ahead

Include New outlet in the PJP of MD/Pre-seller/Salesmen. Track Billing of Ice Box Outlets Follow up on OYA leads Complete OIF formalities and Install Visicooler/grouting.


72/97

72

72

Chapter- 8

Objectives Importants of opening new outletIdentification of potential outlet

Process of open a outlet

Deal with objection and Query Horizontal expention flowchart


73/97

73

73

OBJECTIVE OF HORIZONTAL EXPANSION

This project is conducted in different localities of Kanpur having following objectives

in the view:

Giving Importance on Opening New Outlets. The benefit behind theOpening New Outlets are:

Provides Incremental Volume & Revenue for Business Helps Improve Route Productivity Improves Profitability of companies Distributors Reduced Dependence on Large Customers

IMPACT OF NEW OUTLET IN BUSINESS

Measure 2008 2009

Number of Existing Outlets 10000 10000

Total Volume (in Lac Phy Cases) 50 55

VPO in Phy Cases 500 550

Number of New Outlets 2000

New Outlet VPO 125

Incremental Volume (in Lac Phy

Cases)2.5

Grand Total Volume in Lac

Cases)50 57.5


74/97

74

74

Difference between the vertical growth by R.E.D Execution and

Horizontal growth by New Outlet Opening

Learn How to identify a potential New Outlet.

Target for opening a new outlet is as follows

Open all outlets not selling coca cola product on theroute?

Target all chemists?

Measure 2008 2009

Number of Existing Outlets 1000 1000

Total Volume (in Lac Phy Cases) 3 3.5

VPO (in Phy Cases) 300 350

Numer of New Outlets 200

New Outlet VPO 150

Incremental Volume from New

Outlets in lac Ph Cases0.3

Grand Total Volume 3 3.8

Margin Per Case 12 12

Gross Total Margin (in Rs 000's) 3600 4560

Operating Expense (in Rs 000's) 7 6.5

Net Total Return (in Rs 000's) 1500 1925

Investment (in Rs Lac) 80 85

ROI 19% 23%


75/97

75

75

Target all Street kiosks?

Target all Pepsi exclusive outlets?

According to rules Company use a seven point criterion to prioritize

for opening new outlet those are:

1.Outlet already owns electric chilling equipment or Ice Box or iswilling to invest in the same for stocking our products.

2.Outlet is already selling Pepsi products.3.Outlet is on the main road or has 2 adjacent roads.4.There are no other outlets selling Soft Drinks within 150 steps in

any direction from that outlet.

5.Outlet is listed as part of the list of non-dealers submitted byNielsen.

6.It is an E & D outlet with 5 tables.

7.It is an outlet stocking branded products like, Chips, Bournvita /Horlicks, chocolates etc


76/97

76

76

( products in the range of Rs. 20 and above)

The Process to Open an Outlet. How to Deal with Objections / Query from a New Outlet?

At the time of dealing with a new outlet dealer there are mainly four types

of queries are come out from them. These queries or doubts which come

from the side of outlet owners are:

o Having doubt with profitability.

o Having doubt with coke selling competitor.o Having requirement of chilling equipment like cooler, fridger etc.

o Having doubt with service providing by the company due to stocks.

The above doubts of the outlet owners are satisfied by giving such

explanation:

For profitable:

Our products have Good Marginin the range of 7% - 15% , higher

than most of the products you sell.

Our products are well known andhave a faster rotation which will

result in higher earnings for you.

We have a wide range of products


77/97

77

77

to offer which will help you cater

to larger number of customers.

We ensure business round theyear by activating your outlet and

product promotions

For competitor:

Would you not like to make moreProfits?

Our product is usually purchasedon impulse and can be bought

along with other products you sell.

There are products sold in nearbyoutlet that is available in your

outlet as well. So why not soft

drinks.

For chilling equipment:

If you need a Cooler, we willprovide it. We would recommend

you to deposit 5 cases of glass to

Maintain our range of products.


78/97

78

78

In case you feel there is no space,let me suggest you how and

where you can place a cooler .

We have a range of products thatcan be sold warmso let me

show you some ways for stocking

and selling our products.

For service doubt:

We have a trained salesman whoservices outlets in your area. He

will visit your outlet twice in a week

Our products have shelf life so wewould take extra care so as not to

supply you more stocks.

Our superior distribution systemand processes will ensure you

get the required stocks in time


79/97

79

79

By the above processor the horizontal project done according to the

following action flowchart:


80/97

80

80

CHAPTER9

RESEARCH METHODOLOGDATA ANALYSIS


81/97

81

81

RESEARCH METHODOLOGY

This research involved a study, which was descriptive as well as explorative

in nature it basically aims at gathering data about how the coca-cola

scheme playing in the mind of shopkeepers & consumer.

METHODS OF DATA COLLECTION

THERE ARE TWO TYPES OF DATA

1. Primary data2. Secondary data

1. Primary data collection:Primary data can be collected by three

methods.

a) Observationb) Experimentc) Surveys

But here, only surveys method of data collection is preferred which is very

suitable to reach the researcher motto.


82/97

82

82

A.Research instrument: Printed Questionnaire wasused as the research instrument to collect the

required information.

B.Area of surveys: The survey was conducted indifferent location of Kanpur city.

Sampling plan: sampling plan consists of

I. Sampling unit: The retailer of Grocery shop, generalstore, betel shop, and medicine store was selected from

different places of Kanpur.

II. Sampling size: 150 Outlets.

III. Sampling procedure: Simple random samplingprocedure was followed

IV. Sampling method: Data were collected by retailersurvey. The retailers are directly contacted and

interviewed at their retail counter.

2) Secondary data collection: As secondary data were notavailable with shopkeepers as well as stockiest, so these were

collected from company records.


83/97

83

83

ANALYSIS OF DATA

DATA ARE COLLECTED FROM DIFFERENT LOCATION OF KANPUR LIKE:

1. CHAVALA MARKET2. GOVIND NAGAR3. C.T.I CAURAHA4. NAUBASTA5. KIDWAI NAGAR6. BARRA7. RATAN LAAL NAGAR8. KAKADEV9. RAWATPUR10.GUJANI

SURVEY ANALYSIS

THE SURVEY WAS CONDUCTED IN DIFFERENT LOCATION

OF KANPUR.A TOTAL SURVEY OF 150 OUTLETS WAS

CONDUCTED.


84/97

84

84

OBSERVATION

1. I visited about 150 outlets out of which 20% gold, 40% considered

diamond & 40% considered silver outlets.

2. Out of 150 shops covered in different areas, I focused on covering

different shops according to location, so that I can know where coca-colaproducts have the best penetration. Among the shop covered, 17% were on

the chauraha, 35% were on the main road, 28% in the market and 20%

were near a residential area.

3. I assigned the various shops covered into different categories. The

various categories covered were Grocery, Confectionary, Bakery, JuiceShops, Ice Cream parlors, Restaurant, Food Joint, P.C.O, Dairy, and Pan

Shops.


85/97

85

85

CHAPTER10

SWOT ANALYSIS


86/97

86

86

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. Gaps in distribution system during peak season

2. Same old distributers , co loosing grip from many such mkts.

3. Fear of retrenchment among the workers.

4. Customer satisfaction level goes down during peak season.

OPPORTUNITIES

1. Highly potential and huge market.2. Highly potential untapped rural market.3. Distribution gaps and can be rectified by appointing new dist and

more effective coverage of outlets.


87/97

87

87

THREATS

1. Stiff competition.

2. Illegal distribution done by some unauthorized fat dealers.

4. Changing of consumer preference.


88/97

88

88

CHAPTER11

CONCLUSIONFINDINGSSUGGESTION


89/97

89

89

CONCLUSIONEVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT SHOULD

BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS.

OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN.

AS THERE IS A PROVERB THAT,

FAR FROM EYE, FAR FROM HEARTTHUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE

IN ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY,

VALUE UTILITY IS CREATED BY THE MANUFACTURE OF

PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE

CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER,

BOTH THE MARKET AND THE DISTRIBUTION CHANNELS ARE

OFTEN MORE CRUCIAL THAN THE PRODUCT. THEY ARE

PRIMARY: THE PRODUCT IS SECONDRY. IN AN ECONOMY LIKE

THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO

DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE

AND EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH

ESSENTIAL. THE DISTRIBUTION SYSTEM CREATES A VALUE

ADDED TO ALL MOST ALL PRODUCTS.

ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS

RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS

GREAT COMPETITOR LIKE COKE.


90/97

90

90

FINDINGSTHE MOST POPULAR BRAND IN THE MARKET IS THUMS UP.COCA-COLA IS MARKET LEADER AND PEPSI IS THE

MARKET CHALLENGER IN THE WHOLE MARKET WHERE I

HAVE SURVEYED.

FROM THE COCA-COLA PRODUCTS THUMS UP AND THEPEPSI PRODUCTS DEW IS THE HIGHEST SELLING IN THE

MARKET.

COCA-COLA IS THE MARKET LEADER IN OVERALLMARKET.

IN SOME AREAS LIKE NAVEEN MARKET THE SUPPLY OFPEPSI IS BETTER THAN COCA-COLA.

IN MINERAL WATER CATEGORY AQUAFINA HAS MOREMKT SHARE THAN KINLEY.

I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCETO THE COCA-COLA PRODUCTS LIKE THUMS-UP, MAZAA,

SPRITE, AND FANTA.

IF WE TALK ABOUT MKT SCHEMES PEPSI IS MOREAGGRESSIVE THAN COKE.


91/97

91

91

SALES GRAPH HAVE GONE UP IN THE OUTLETS WHERETHE CO HAS INSTALLESD COOLERS OUTSIDE THE

OUTLET.

THE COS NEW CONCEPT OF PRESELL IS DOING GOOD ASTHE RETAILERS NOW GETS WHAT HE WANTS.

ACCORDING TO A SURVEY 80% OF RETAILERS SOUNDEDPOSITIVE FOR PRESELL WHILE BALANCE 20% DID NOT.

THE NEW PRODUCT MINUTE MAID DID HAD MARKETACCEPTANCE THOUGH IT WAS PLACED WELL.

THE COMPANY INTRODUCED 1.25 LTR PACK FOR SMALLOCASSIONS.

AT TIMES RETAILERS COMPLAINS THAT THEY DO NOTGET THE COMPANYS ACTUAL SCHEME.

THE RESPONSE TIME FROM THE CO DURING PEAK SEASONIS FAIRLY HIGH COMPARED TO OFF SEASON IN CASE OF

RETAILERS.

DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCKSO THAT RETAILERS DO NOT GET ALL THE PRODUCTS BY

WHICH SALE, DISCOUNTING & TRADE SCHEMES ARE

EFFECTED.


92/97

92

92

RETAILERS NEED MORE SUPPORT FROM THE CO IN OFFSEASON THAN PEAK SEASON.


93/97

93

93

SUGGESTION

DISTRIBUTION SYSTEM SHOULD IMPROVE IN THE AREASLIKE NAVEEN MARKET AND GWALTOLI.

THE CO SHOULD MORE EFFECTIVELY HANDLE VISICOOLER COMPLAINTS.

COMPANY SHOULD ENSURE , THE SCHEMES REACH THERETAILERS.

COOLER PURITY SHOULD BE TREATED AS A PRIORITY.OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING

MORE SALE AND TO BE THE MARKET LEADER.

THE SALES EXECUTIVE SHOULD MAKE ONLY THECOMMITMENTS WHICH HE CAN KEEP OR FULFILL SO

THAT THE MKT IS NOT DISTURBED.

SIGNAGES SHOULD BE PUT ON MORE PROMINENTLOCATIONS.

FLORESCENT BOARD DISPLAYING LOCATION AND THEIRDISTANCES ON ROAD SHOULD BE USED HAVING COCA-

COLA BRANDING.


94/97

94

94

CHAPTER 12

QUESTIONAIREDECELARATIONREFRENCES


95/97

95

95

QUESTIONNAIRE

Q1Which brand of Cola Sparkling Drink (CSD) is preferred bycustomers, the most?

a. Coke b. Thums Up c. Sprite d. Limcae. Fanta f. Maaza g. Any other

Q2 - Which is the most selling pack/SKU and why?

a. 200 ml. b. 300ml. c. 600ml. d. 350ml.e. Any other

Q3 - What are the peak selling hours of this outlet?

a. 10 am - 12am b. 4pm - 6pmc. 6 pm - 9 pm d. Any othere

Q4 - What is the maximum foot fall time of an outlet?

a. 10 am - 12am b. 4 pm - 6 pmc. 6 pm - 9 pm d. Any other

Q5 - Do consumer prefer combos ( what percentage) ?

a. Yes ( ) b. No ( )

Q6 - How many combos are present at this outlet?

a. Three b. Five c. Seven d. Mor than sevene. None

Q7 - Rate following services ( on a scale of 15, 1 being highest & 5 beinglowest)?

a. On time deliveryb. Volume linked Marketing Supportc. Range Availabilityd. Problem Resolutione. Consumer Promotions


96/97

96

96

Q8- Rate our services in comparison to other vendors on followingparameteras :

a. On time deliveryb. Marketing supportc. Range availabilityd. Problem resolutione. Consumer PromotionsQ9 - Are three any nonKO products available at an outlet? If yes, pleasemention?

Q10 - Any improvement, you want in our services?

Q11Which age group is associated with brands?

a. 6 to 15 yrs. ( )b. 16 to 25 yrs. ( )c. 26 to 40 yrs. ( )d. 4-0 to above ( )

Q12What do you think about our new range?

a. MMPOb. Fanta Apple

Q13Which type of promos do you want to run?


97/97

97

REFRENCES

INTERNET:

www.cokeiindia.com

www.coca-colaindia.com

www.oligopolywatch.com

www.superbrand.com

MATERIAL USE:

PRESENTOR.

E.D.S (EVERY DEALER SURVEY) DETAIL.

QUESTIONAIRE.

TEXT BOOK:
http://www.cokeiindia.com/http://www.cokeiindia.com/http://www.coca-colaindia.com/http://www.coca-colaindia.com/http://www.oligopolywatch.com/http://www.oligopolywatch.com/http://www.superbrand.com/http://www.superbrand.com/http://www.superbrand.com/http://www.oligopolywatch.com/http://www.coca-colaindia.com/http://www.cokeiindia.com/

project report on coca cola in kanpur

Documents