18631036 Summer Project in REDRight Execution Daily Outlet of COCACOLAPatna AMIT KRISHNA

8/8/2019 18631036 Summer Project in REDRight Execution Daily Outlet of COCACOLAPatna AMIT KRISHNA

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HINDUSTAN COCA-COLA BEVERAGESPRIVATE LIMITED

PROJECT REPORT ON

Execution Mapping in RED (Right Execution Daily)

outlets in

A report submitted towards the partial fulfillment of the requirements of the two

years full-time PGP+ MBA (Marketing)

Submitted by:

AMIT KRISHNA

PGP+MBA (Marketing)

Session :( 2008-2010)

Reg.No. - 520870912

MOUNT CARMEL BUSINESS SCHOOL, N.DELHI


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ACKNOWLEDGEMENT

I wish to express our gratitude toHindustan Coca-Cola Beverages PrivateLimited, management for giving us an opportunity to be a part of their esteem

organization and enhance my knowledge by granting permission to do our summer

training project under their guidance.

I am grateful to Mr. Subir Chatterji (Marketing Manager), Mr.

Supratho Acharya (Area Sales Manager), Raman Singh & Rajesh Ranjan (Sales

Executive) my guide, for his invaluable guidance and cooperation during the

course of the project. He provided me with his assistance and support whenever

needed that has been instrumental in completion of this project.

The learning during the project was immense

& invaluable. My work basically included the study of various ways for

developing marketing strategies for the company. The present report is an

amalgamation of my thoughts and my efforts to study the various ways of

developing the marketing strategies for the company. Further a detailed study has

been done in order to suggest the company the feasible strategies that would

enhance its market share.

AMIT KRISHNA

SUMMER TRAINEE


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PREFACE

The summer training programs are designed to give the practical knowledge of

corporate world. Training is usually meant for such vocations where advanced

theoretical knowledge is to be backed up by practical experience on the job and it

is because of this reason that summer training programs are designed. So, that the

future manger must be ready to take the future responsibilities.

It was exactly in this context that I was privileged enough to join coca cola- one of

the biggest brand in beverages in the world.

I achieved lots of experience and confidence over the past eight week which will

help me to take the future responsibility on my shoulder.

During this period, I was given to find out the Execution mapping in Red-outlet

of coca cola. In the training program I had tried my level best to arrange the work

in systematic and chronological way.

This endeavor work shall provide the coca cola marketing department, an idea

about market condition. Therefore it hoped with all sincerity that this work shall be

of definite use to the organization.


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DECLARATION

I will take pleasure in declaring that the project work that is undertaken by me is an

original and authentic work done by me. This project is being submitted I partial

fulfillment for award of degree ofPGP+ MBA in from Mount Carmel Business

School, N.Delhi.

The content of this report is based on the information

collected by me during my tenure at Coca-cola at PATNA for two months & eight

days of training from 2nd of May to 10th July 2009.

AMIT KRISHNA

PGP + MBA (2008-10)


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Reg. No. - 520870912

Examiners certification

The project report of

Amit Krishna

Title: - Execution mapping in Red-outlet of Coca-cola

Is approved and is acceptable in quality and form.

Internal Examiner External examiners


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Chapter 1

Company profile

Introduction of the company

History & Development

Company setup of Coca-cola India

Product & Branding

Coke plant in Patna

Business plan model

Mission, Vision & Value


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Coca-Cola, the product that has given

the world its best-known taste was born in Atlanta, Georg ia, on May 8, 1886. Coca-Cola

Company is the worlds 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 Companys beverage products comprises of bottled and canned soft

drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to

this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began

building its global network in the 1920s. Now operating in more than 200 countries and

producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on


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a global scale: Provide a moment of refreshment for a small amount of money- a billion times a

day.

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and

pervasive production and distribution system in the world. 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 worlds premier soft-

drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any

other consumer product, has brought pleasure to thirsty consumers around the globe. For more

than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of

people every day.

The Company aims at increasing shareowner value over time. It accomplishes this by working

with its business partners to deliver satisfaction and value to consumers through a worldwide

system of superior brands and services, thus increasing brand equity on a global basis. They aim

at managing their business well with people who are strongly committed to the Company values

and culture and providing an appropriately controlled environment, to meet business goals and

objectives. The associates of this Company jointly take responsibility to ensure compliance with

the framework of policies and protect the Companys assets and resources whilst limiting

business risks.

The biz.system of coca-cola in India directly employs approximately 6,000 people, & indirectly

creates employment for many more related industries throw our wash procurement, supply and

distribution system.

The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises

owned bottling operations. The apart a network of contract packers also mfg. a range of the

product for company. On the distribution front, 10 tone trucks, open-bay three wheelers that can


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navigate the narrow alleyways of Indian cities, ensure that our product available in each corner

of the country.

The coca cola is responsible for the mfg. distribution & sales of product across the country.

HISTORY OF SOFT DRINK IN BIHAR

When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Ltd. of

Patna, Biharon leasefor20 years in 1997 98 started its operation. The first product launched by

Hindustan Coca Cola Beverages Pvt. Ltd. of Patna was Coca-cola and after that all the

remaining products came in the Bihar market. At present the workforce capacity of the

Hindustan Coca Cola Beverages Pvt. Ltd. is 126 including all the departments.

The soft drink

market in India is quite wide. The production of soft drink in Bihar was stated on 27th with

March 1967 with installation of a Coca Cola bottling plant in Jamshedpur under the auspicious

guidance of late industrialist Mr. Dharma Chad Kumari which was named as Steel city

Beverages Pvt. Ltd. The company controlled the lions share in the soft drink market fornearly 10

years. Parle also entered this field in Bihar with the installation of bottling unit in collaboration

with Mr. Rajendra Poddar in the name ofOrient Beverage Pvt. Ltd. In 1997 with the advent of

Janta Party Government, it created trouble for Coca Cola which led to withdraw its operation

from India.

After the withdraw of Coca Cola from India the Parle monopolized the soft drink

market in Bihar and took a lions share of the beverages product from the industry even after Mc.

Dowell pure drinks and local drinks entered into the market. They would not complete with

Parle.

Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the

India market. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th


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March 1991 owned by Kamani's collaboration with Birla Group,which was once the bottling

plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario of Bihar also

changed dramatically. Coca cola establishes its bottling plant in Jamshedpur (Now in Jharkhand)

and Patna to counter its archrival Pepsi.

A soft drink is a non-alcoholic beverage. It is

artificially flavored and content no fruit juice orpulp. The invent of soft drink is really a classic

example of today's marketing theory which says The real marketing spirit of marketing man lies

behind the fact of identifying a need, a real need of consumer and providing him the product to

fulfill his need.

HISTORY OF SOFT DRINK IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all empowering Coca-

Cola entered the country to dominate the soft drink market, the history of soft drink in India is

quite drinking old. Down the ages, people consume soft drink to give them a refreshing feeling.

Gold spot is considered as the first brand of soft drink in India, it was introduced in 1965.

Coca- cola at the same time entered the Indian mark t .and dominated the whole market. It faced

no though competition from the domestic market. Due to certain circumstances the Coca cola

Company discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India)

again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with Parle export

Pvt. Ltd., The Company was trying its best to regain prestige which it had before. At present only

Coca Cola and Pepsi Food are giving tough competition to each other.

Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a very good

beginning in the Indian market and it hardly faced any competition in India. The marketing

people did not even require advertising Coca Cola. This extra ordinary success of soft drinkcould be attributed to following factors.

Later in 1970, it introduced Limca a lemony soft drink. Before limca they had tentatively

introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation

with Coca-Cola. The Indian drink had a significant opportunity in 1977 when Coca Cola decided


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to wind up its operation rather than bowing to the government of India insistence of dilution of

equity.

HISTORICAL BACKGROUND OF COCA COLA

Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and restaurants in more

than 200 countries. lt is produced by the Coca-cola Company which is also often referred to as

simply Coca cola or coke. Coke is one of the world's most recognizable and widely sold

commercial brands; its major rival is Pepsi. Originally intended as a patent medicine when it was

invented in the 19th century, Coca-cola was bought out by businessman Asa Griggs Candler,

whose marketing tactics led Coke to its dominance of the world soft drink market throughout the

20th century.

The Coca -cola Company owns and markets other soft drinks that do not carry the Coca -cola

branding, such as Sprite, Fanta, and others. Coca cola was invented. In Atlanta, Georgia, by JohnS. Pemberton, originally as a coca wine caned Pemberton's French, Wine coca in 1885. He was '

inspired by the formidable success of European Angelo Mariani's coca wine Mariani. '


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PRODUCT HIGHLIGHT

The world's favorite drink. The world's most valuable brand. The most recognizable word across

the world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-

alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its

departure. Coca-Cola made its return to the country in 1993 and made significant investments to


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ensure that the beverage is available to more' and more people, even in the remote and

inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years

has captured the imagination of the nation, building strong associations with cricket, the thriving

cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring

the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah

in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi

were very popular and had entered the youth's vocabulary. In 2002, Coca Cola launched the

campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite

soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing

initiative together with improved distribution ensured that all brands in the portfolio grew leaps

and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma

Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past

and today. Its brand ambassadors are Aamir Khan and Hrithik Roshan.

Glass PET Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L, 6 330ml


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Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally

introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine

attitude. This brand clearly seeks to separate the men from the boys.

Glass PET Can

200ml, 300ml, 600ml, 1.2L, 2L, 2.25L, 330ml


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Lime n Lemoni Limca, Derived from nimbu + jaisa.. Hence lime sa.

Limca has been lived up to its promise refreshment and has been the original thirst choice of

millions of consumers for over 3-decades.

Born in 1971 has remained unchallenged as the No.1 Sparkling Drink in the cloudy lemon segement.


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Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of the

favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.

Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting taste and tingling

bubbles taste that not just up lifts feelings but also helps free spirit thus encouraging one to

indulge in the moment. This positive imagery is associated with happy, cheerful and special

times with friends.

Glass PET Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml


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Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries.

In India, Sprite was launched in year 1999 & today it grown to be one of the fastest growing soft

drinks, leading the clear lime category.

Today Sprite is perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood

for a straight forward and honest attitude. Its clear crisp refreshing taste encourages the todays

youth to trust their instincts, influence them to be true to whom they are and to obey their thirst.

Glass Pet Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml


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Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and

was available throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit category.

Over the year, brand Maaza has become synonymous with Mango. This has been the result of

such successful campaigns like Taaza Mango, Maaza Mango and Botal Mein Aam, Maaza hai

Naam consumers regard Maaza as wholesome, natural, fun drink which delivers the real

experience of fruit.

The current advertising of Maaza position it as an enabler of fun friendship moments between

moms and kids as moms trust the brand asn the kids lovew 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 Tetra Mobile Pet

200ml, 300ml 200ml 600ml 1.25ml


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Minute maid Pulpy orange

The brand launched in its internationally successful minute maid pulpy Orange avatar is a

naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to

the presence of real orange pulp This innovative consumer proposition is best explained by The

brand tagline Refreshing orange, surprisingly pulpy. Minute maid Pulpy orange has been made

available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.

MOBILE Pet

250ml,400ml 1.l


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Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual

purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance

of life, a celebration of life itself.

The importance of water can never be understated Particularly in a nation such as India where

water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which

gives life to the sub-continent.

Kinley water understands the importance and value of this life giving force. Kinley water thus

promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.

Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why we

introduced Kinley with reverse- osmosis along with the latest technology to ensure the purity of

our product. Thats why we go through rigorous testing procedures at each and every location

where Kinley is produced.

Because we believe that right to pure, Safe drinking water is fundamental. A universal need, that

cannot be left to chance.


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THE COCA-COLA'S PATNA PLANTCoke begins its operation on 4th Sept. 1998 by taking over the franchise bottler.

It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75 acres and

houses most sophisticated machinery to produce coca-cola and many other brands marketed by

the company.

The plant can produce around 24000 cases of soft drinks per day and employees 113 workers to

do the same.

MANUFACTURING UNIT OF HCCBPL (PATNA)


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BUSINESS PLAN MODEL

DISTRIBUTION NETWORK

HCCBPL has a wide and well managed network of salesmen appointed for taking up the

responsibility of distribution of products to diverse parts of the cities. The distribution channels

are constructed in such a way that the demand of customers is fulfilled at the right place and the

right time when it is needed by them.


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A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- DistributionWarehouse --- Retail

Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different routes, and

every salesman is assigned to one particular route, which is to be followed by him on a daily

basis. A detailed and well organized distribution system contributes to the efficiency of the

salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher

profits to the firm.

DISTRIBUTION ROUTES

The various routes formulated by HCCBPL for distribution of products are as follows:

Key Accounts: The customers in this category collectively contribute a large chunk of

the total sales of the Company. It basically consists of organizations that buy large

quantities of a product in one single transaction. The Company provides goods to these

Coca-Cola India

division,

Regional Bottlers

COBO/FOBO

Customers

Manufactures

Concentrate, Beverage

base and Syrup

Manufactures finished

Bottles/Cans/Fountain

Syrup

Consumers


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customers on credit, payments being made by them after a certain period of time i.e.

either a month of half a month.

Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

Future Consumption: This route consists of outlets of Coca-Cola products, wherein a

considerable amount of stock is kept in order to use for future consumption. The stock

does not exhaust within a day or two, instead as and when required stocks are stacked

up by them so as to avoid shortage or non-availability of the product.

Examples: Departmental stores, Super markets etc.

Immediate Consumption: The outlets in this route are those which require stocks on a

daily basis. The stocks of products in these outlets are not stored for future use instead,

are exhausted on the same day and might run a little into the next day i.e. the products

are consumed at a fast pace.

Examples: Small sized bars and restaurants, educational institutions etc.

General: Under this route, all the outlets that come in a particular area or an area along

with its neighboring areas are catered to. The consumption period is not taken into

consideration in this particular route.

DISTRIBUTION SYSTEM


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Direct distribution: In direct distribution, the bottling unit or the bottler partner has

direct control over the activities of sales, delivery, and merchandising and local account

management at the store level.

Indirect distribution: In indirect distribution, an organization which is not part of the

Coca-Cola system has control on one or more of the distribution elements (Sales,

delivery, merchandising and local account management)

Merchandising: Merchandising means communication with the consumer at the point of

purchase to convey product benefit, value and Quality. Sales people and deliverypersonnel both have this responsibility. In certain locations special teams who go into

business locations to specifically merchandise our products.

DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS

The Distribution process mainly consists of three departments:

Distribution Department: It appoints distributors and establishes a distribution network,

processes approved sale orders and prepares invoices, arranges logistics and ship

products, co-ordinates with distributors for collections and monitors distribution stocks

and their set-up.

Finance Department: It checks credit limits and approves sales orders in compliance

with the credit policy followed by the firm, records collections from distributors,

periodically reconciles outstanding balances from distributors, obtains balance

confirmation from distributors and follows up outstanding balances.


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Shipping or Warehousing Department: It dispatches goods as per approved by order, ensures

that stocks are dispatched on a FIFO basis, ensures physical control over load out area and

updates warehouse stock records in a timely manner.

MISSION, VISION AND VALUE :-

O

ur mission, vision and values outline who we are, what we seek to achieve, and how we want to

achieve it. They provide a clear direction for our Company and help ensure that we are all

working toward the same goals.

OUR MISSION

Our mission declares our purpose as a company. It serves as the standard against which we

weigh our actions and decisions. It is the foundation of our Manifesto.

To refresh the world in body, mind and spirit.

To inspire moments of optimism through our brands and our actions.

To create value and make a difference everywhere we engage.

OUR VISION

Our vision guides every aspect of our business by describing what we need to accomplish in

order to continue achieving sustainable growth.

People: Being a great place to work where people are inspired to be the best they can be.

Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy

people's desires and needs.


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Partners: Nurturing a winning network of customers and suppliers, together we create mutual,

enduring value.

Planet: Being a responsible citizen that makes a difference by helping build and support

sustainable communities.

Profit: Maximizing long-term return to shareowners while being mindful of our overall

responsibilities.

Coca-Cola is guided by shared values that both the employees as individuals and the Company

will live by; the values being:

LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, its up to me

COLLABORATION: Leverage collective genius

INNOVATION: Seek, imagine, create, delight

QUALITY: What we do, we do well


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FIGURE 2: VISION FOR SUSTAINABLE GROWTH


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Chapter 2

Competitors to HCCBPL

Customer

Organization Chart


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COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic beverage

industry consisting of juices and soft drinks.

The key competitors in the industry are as follows:

:


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PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company

never ends for the World's # 2, carbonated soft-drink maker. The company's soft drinks

include Pepsi, Mountain Dew, and Slice. Cola is not the company's only beverage;

PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water.


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PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and Coca-Cola hold

together, a market share of 95% out of which 60.8% is held by Coca-Cola and the rest

belongs to Pepsi.

Nestl: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with

milk products, Baby foods and Chocolates. But the iced tea that is Nestea which has been

introduced into the market by Nestle provides a considerable amount of competition to the

products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a

thirst quencher and it is healthier when compared to fizz drinks. The flavored milk

products also have become substitutes to the products of the company due to growinghealth awareness among people.

Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever

since times and people have laid all their trust in the Company and the products of the

Company. Apart from food products, Dabur has introduced into the market Real Juice

which is packaged fresh fruit juice. These products give a strong competition to Maaza

and the latest product Minute Maid Pulpy Orange.

CUSTOMER

As coca cola has a wide range of products. Its customer also varies according to taste and

preference. Coca cola is also available in can of 330ml which targets the upper income class and

their sale is also confined in those particular places.

Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers have choice

for. Among the products of coca cola Thumps-up has lead the way with 45% of market share

Fanta stands third after Mirinda.


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Coca Cola Company has wide range of customers that falls under the distribution channels of

marketing. Customers may be CNF, distributor, retailers to final customers, which are

households.


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Organizational Chart of

Hindustan Coca Cola Beverages Pvt. Ltd.


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ORGANIGATION STRUCTURE

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA


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ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

HCCBPL:


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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

Chapter 3

Segmentation Model

What is red account?

Review of literature


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SEGMANTATION MODEL

Chapter 3

Production process

Product range

Pack profile

Product


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Outlet Structure of the Coca Cola in India

The outlets can be classified as per three criteria :

Consumption Pattern

Volume Pattern

Shoppers Profile

SEGEMENTA) E & D

B) Convenience

C) Grocery

A) E & D :

Those outlets where people visit to ear of drink are known and eating and drinking

outlets. Such as Restaurants and Hotels, D habas.

B) Convenience :

Convenience outlets ate those outlets where people visit regularly for various purposes

like stationary shop, S.T.D Booth, Betal Shop and general Store.

C) Grocery :

Those outlets where people visit to purchase food grains and any of such things for future

consumption and called as Grocery shops.

Based on Volume Pattern

According to the volume sale in the outlets the company has adopted a unique policy of

categorizing the outlets in four different segments such as:

DIAMOND


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GOLD

SILVER

BRONZE

DIAMOND

Those outlets, which give an annual sale of Coca - Cola products more than 800 carats.

GOLD

Those outlets, which give an annual sale of Coca - Cola products less than 200 carats

SILVERThose outlets, which give an annual sale of Coca - Cola products between 200 to 499 carats.

BRONZE

Those outlets, Which give an annual sale of Coca':-Cola products less than 200 carats

RED: A RIGHT EXECUTION DAILY

1.CONCEPT OF RED:

Hindustan coca cola Beverages pvt.Ltd. India division Under Eurasia Operating Group has

been working on RED i.e.Right Execution

Daily Since FEB 2006.

Coca cola company believes that its success depands on their ability to connect with

consumer by providing them with a wide variety

of choices to meet their desire,needs and lifestyles choices,companysuccess futher depands on the ability of their people by execute effectively every day.

2.MEET COCA COLA CUSTOMER:

World wide the coca cola company is no.1 in sales of sparkling


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Beverages & juices Drink, as well as no. 2 in sales of soft Drink & no

3 in sales of Bottled Water. Its our customers that are largely responsible for this unrelenting

success.

Who are the customers?

Coca cola customers are grocery stores, restaurants, streets, vendors, mass merchandisers,

conveniences stores drug stores, movie theaters, & amusement parks-among others.

What do they do!

Coca cola customer sells its products to consumers & shoppers, who enjoy the

products at a rate of 1.5 billions servings a day.

Why is their role important?

Coca cola customers make it possible for consumer & shoppers in local communities around

the world to purchase & its broad purchase & enjoy its broad poatfolio of quality beverages.

1. Market segmentation under RED.

Coca cola companys market can be segmented in RED along 3 lines- channel cluster, outlet

volume and locality income.

Number of shoppers or consumer in the given universe.

Coca cola attract the population by executing the following activities.

Bringing the cooler at the entrance.

Fixing the standee, sign at the entrance.

Fixing the combo Board at the entrance.

How coca induce for the incident?


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BY putting cooler in prime position.

By keeping the cooler pure & clean.

By doing Rack Display.

By fixing combo Board.

By doing Table activation.

Counter Top Display.

Outlet Activation According to RED (Right Execution daily)

RED (Right Execution Daily):

It means to maintain the visional according to a fix set of coke product which is known as

COLOJ-K, it means the set will follow a particular brand order. Thums-Up will take first place

after t.4.at sprite or Limca , Fanta, Maaza and water or soda will take this RED also take care of

the S.G.A ( Sells Generating Assets)

Activation - Activation means doing things in and around the coke outlet that triggers

Consumption / Purchase of Coca-Cola Products.

The important parts of activation are:

Placement of visicooler at Itot spot location Availability of the products.

Right location of display racers

Impactful Communication of price message

The visicooler standards of all the channels

Low Medium High

Diamond 20c/s 20c/s 20c/s

Gold 7c/s 9c/s 9c/s

Silver 4c/s 4c/s 7c/s

Bronze Ice Box Ice Box Ice Box


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To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Nielsen (a

consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated

outlets and benchmarks it on the prescribed Merchandising standards of RED. Amonthly report

is send to Hindustan Coca- Cola Beverages Private Limited. The report is called as

To create the Red Report A.C. Nielsen asks a set of question from the retailers which are as

follows:

Related to Visicooler:

Is Cooler in the Hot Spot Location?

Does it have all the products of Coca-Cola available?

Is the display of the Coca-Cola display of the products in a standard such as sprite,

Thums up, Maaza, Fanta and Limca",)

Is coler working properly?

Is the cooler pure?

Related to Price Communication:

Is there proper price display of the products?

Related to product availability:

All the brands should be present in the every distribution channel but main concern is that

300 ml should be present in the every channel and 600 m1 and 1.5 litters per bottles

should be present in the Eating and. drinking, convenience and Grocery shop.

REVIEW OF LITERATURE

A literature review discusses published information in a particular subject area, and sometimes

information in a particular subject area within a certain time period.


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A literature review can be just a simple summary of the sources, but it usually has an

organizational pattern and combines both summary and synthesis. A summary is a recap or the

important information of the source, but a synthesis is a re-organization, or a reshuffling, of that

information. It might give a new interpretation of old material or combine new with old

interpretations. Or it might trace the intellectual progression of the field, including major debates.

And depending on the situation, the literature review may evaluate the sources and advise the

reader on the most pertinent or relevant.

Purpose of review of Literature is to provide a backdrop of the present study. It is the context to

wfi1ch our present study can be referred to determine its relevance


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Chapter 4

Objective of study

Scope of study


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OBJECTIVE OF THE STUDY

1) To know the reason behind low RED (Right Execution Daily) score.

2) To know the availability of activation element in RED outlet.

3) To know the problem in the distribution of activation element.

4) To identify suitable activation element according to the outlet's location.

5) To know the impact of activation element on sell when keep it outside.

6) To know the impact of activation element on customer.

7) To help M.D. (Market Developer) in outlet activation.

SCOPE OF THE STUDY

1. The main scope of study is to understand the impact of S.G.A (Sells

Generating Assets) on sell.

2. To increase RED score of the outlet.

3. To fill the gape of activation element in different RED outlet.

4. To make a platform for market developer to work on difficult RED outlet.'

5. To analyze the work of the market developer.


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Chapter-5

Research Methodology

Limitation

Observation

Problem


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RESEARCH METHODOLGY

The methodology used to analyze the project is mainly based on survey method and this survey

was conducted through Questionnaires and it also include direct contact with grocery retailer,

convenience store, eating and drinking and consumer.

For survey sample size was taken from different location of Patna and it was coveted with the

help of market developer and key account manger of the Hindustan Coca-Cola Beverage Private

Limited.

The sample collected from two hundred fifty outlet of ;leach Grocery, Convenience and Eating &

Drinking. So total size of the sample ~as five hundred. The number of interviewed was four

hundred.

Research design:

A research design is purely and simply the work or plan for a study that guides the

collection and analysis of the data. I have chosen descriptive research design for study

Sampling:

Sampling studies are becoming more and more popular in all types of mass study. The

result of sampling has attained a sufficiently high standard accuracy.


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Sample Design: Non random sampling

Size of sample: 250

SOURCES OF DATA COLLECTION

The data are collected from primary and secondary sources.

PRIMARY SOURCES

Gather information through Questionnaire.

Direct interview with Grocery outlet, Convenience store, Eating and drinking and

consumer.

SECONDARY SOURCES

1. Internet Sites - www.google.com,

www.Coca-Cola.com,

www.wikipedia.com,

www.coca-colaindia.com

2. Activation booklet of the coca-cola.

3. RED tracker of the market developer.

4. Magazines - Business World Management and Technology
http://www.google.com/http://www.coca-cola.com/http://www.coca-cola.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.coca-colaindia.com/http://www.google.com/http://www.coca-cola.com/http://www.wikipedia.com/http://www.coca-colaindia.com/


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LIMITATIONS

Although all efforts have been taken to make the results of survey as accurate as possible but the

survey suffers from the following limitations:

1) The time period of study was only for two month so it was not possible to cover all

the areas and go into the depth of the problem and make analysis.

2) The area of survey was Patna district and it was concentrated on urban area only.

3) The psychological condition varies from place to place because in many places outlet

owner was not supportive.


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4) The training was carried on in the peak season so market developer was not so

supportive.

5) Some respondents left some of the questions unanswered either due to inability to put

a strain on mind or they did not know the answer.

OBSERVATION

1) To collect order each and every outlet.

2) To cheque visi-cooler with 100% purity.

3) To see a soft drink in Brand Order.

4) To see every outlet is this soft drink present in display rack.

5) To see every outlet visicooler will present in prime location.

6) To visit every outlet in regular basis.

7) To go every outlet and listen any problems in visicooler and soft drink to be noted in

complaine diary.

8) To see each and every outlet worked in better condition.

9) To see as a Market developer (M.D) every outlet full fill in terms and conditions with

visi-Cooler.

10) To see as a Market developer (M.D.) if any outlet will not selling your product than

you asked why you are not selling in my product. Then you give advise to outlet.

PROBLEM

1. Lack of pure visicooler .Purity level is worse condition because lean season.

2. Activation Problem.

3. During lean season there is lack of special offer to promote selling.

4. Availability standard in outlet is not according to terms and conditions of the company.

5.There is number of unsatisfied red outlet with admission .

6.M.M.P.O is vanished from outlet.


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7. Pepsico product is main competitor in market.

8. In most outlet kinley water and soda is least preferred brand.


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Chapter 6

Data analysis

Finding

Suggestion


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DATA ANALYSIS AND FINDING

Questionnaire

Outlet Type : E & D Grocery Convenience

Outlet Owner : ................ Location : ..

MD Name. : . Contact NO

ACTIVATION

1. Number of outlets needs activation elements?

Activated= 190 Not activated=60


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76%

24%

ACTIVATION

YES No

BRAND ORDER

2. Number of outlet following brand order?

Brand order-168 No Brand order-82


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PURITY


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3. Number of outlets having purity?

Pure- 172 Unpure-78


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PRIME POSITION4. Number of outlet located at prime position?

Prime position-167 No prime position-83


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.

TRADE CHANNEL

5. Distribution of trade channel

Convenience- 206 Grocery- 16 E&D- 28


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VISI COOLER


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6. Distribution of Visi cooler in the market

2vc- 4, 4vc- 28, 7vc- 100, 9vc- 101, 11vc- 11, 20vc- 2, 30vc- 0

2%

11%

41%

41%

4%

1%0%

VISI COOLER

2vc 4vc 7vc 9vc 11vc 20vc 30vc

VPO CLASS

7. Volume wise distribution

Diamond-57, Gold- 56, Silver- 135, Bronze- 2


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GOD REQURIED

8. Number of outlet need glass order demand

God required- 231 No required- 24


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FINDINGS

o 76% outlet from the sample of 250 outlets which have sufficient activation

elements but remaining 24% outlets are not fully activated.

o In our study it is revealed that 67% from the selected outlet follow the Brand

Order COLOJ-K, but remaining 37%are not following the brand order.

o 69% of visited outlet, visi cooler are pure i.e. in visi cooler only the product of

Coca cola are placed and 31% of outlets dont keep visi cooler pure.

o 67% of visi cooler are at prime position where consumer can see our product and

choose as per there need.

o 83% outlets are convenience store, 11% are under the E&D and remain under 6%

are glossary shop.

o 41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4% outletshave 11vc, and few outlets have 2vc and 20vc.

o 54% market cover under the silver categories where as remaining 23%, 22%, 1%

are under diamond, gold, bronze respectively.

o 91% outlets dont have a sufficient number GOD that they can create stock pile

according to the visi coolers provided to them and 9% are those outlets which

have sufficient number of GOD.


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SUGGESTION

We must visit all RED outlets where the activation elements are missing and it must be

activated immediately.

We must visit all those outlets and arrange the product according to COLOJ-K where are

products are not placed in the visi cooler according to COLOJ-K.

All the MD needs to visit all the red outlets regularly to keep the visi cooler pure.

Prime position of visi cooler enhances the visibility of the product which help consumer to

choose the product and some times it influences the customers to switch over from similar

product.

We should try the increase sell of outlets so that maximum outlets convert into upgrade class.

We need to put effort to increase the required number of GOD as per the visi cooler size that

they can keep 3day stock to meet the demand.


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Chapter 7

Conclusion

Recommendation


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Conclusion

Coca-Cola is the leading soft drink brand in Patina region & most selling brand in the

region is Thumps Up, Sprite and Maaza.

According to most of the outlet owners the product which is seen is sold i.e. "Jo Dikhta

Hai Woh Bikta Hai".

Prime position of Visi-cooler outside the outlet plays an important role in the selection of

the soft drink by customer.

Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand plays amajor role in increasing sell of the soft drink.

Supply of product as well as stock keeping unit is not up to the mark


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Recommendation

We can sum the recommendations in brief as follows :

Aggressive Marketing

Regular visit to distributors

Sales promotion and advertising to be made more frequent for brand building .

Communications should be improved. Fulfill the Demand of product by company . In the

fields sales situation. Sales persons work independently and away from the office .

Good communication requires interaction between those preparing and those receiving

reports. A good sales reporting system provides both for communication from the field to

office and form office to the field.

Sales reports provide data for evaluating performance.

Company should make plans for better performance to the sales man.

Company should be implement the customers suggestions and complaints about products,

service policies, price changes, advertising companies etc.

Company should gather information of competitors activities. Transportation confers

time utility and place utility to the product. It determines the companys customer service;

it has also crucial bearing on the other elements of physical distribution and marketing.


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Chapter 8

Executive summary

Bibliography

Annexure


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EXECUTIVE SUMMARY

Over the last few years hundreds of companies have greatly improved their performance &the

graph of growth through superior sales promotion services. Today many companies are building

on these foundations and are tuning their products in Soft drink segment into a formidable

competitive weapon. Sales Promotion services have become a subject of huge interest in recent

years.

Sales Promotion Services is growing because:

In the face of ever increasing competition in organizations feel it is important to build

reliable & sustainable processes with focus on strong relationships with customers.

Significant revenue & profit gains can be made from successful Sales Promotion

Activities that improve efficiency & help serve customers better & faster.

The different distribution channels are as follows:"

1. Eating & Drinking 2. Convenience 3. Grocery

Activation is the key part of coca-cola marketing strategy

Company believes that soft drink sell is not a planned sell it's a impulse buying, and

activation create impulse for buying

For improvement of Coca-cola market, a proper research work has done.

Sales Promotion Strategies are offering new & better ways of addressing industries

objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to increase

the sales of the soft drink.


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BIBILOGRAPHY

Reference:

Books Authors

Marketing Research :Naresh Malhotra

Marketing Management :Philip Kotler

Research Methodology :C. R. Kothari

Websites :

www.quickmba.com

www.indiacom.com

www.yellowpages.com

www.coca-colaindia.com
http://www.quickmba.com/http://www.indiacom.com/http://www.yellowpages.com/http://www.coca-colaindia.com/http://www.quickmba.com/http://www.indiacom.com/http://www.yellowpages.com/http://www.coca-colaindia.com/


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ANNEXURE

Questionnaire

Outlet Ty pe : E & D Grocery Convenience

Outlet Name : ................ Location : ..

MD Name

1. Visi cooler size?

a. 4vc

b. 7vc

d. 11vc

e. 20vc

c. 9vc f. 30vc

2. VPO class?

a. Bronze

b. Gold

c. Silver

d. Diamond

3. Location of SGA?

i. Prime


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a. Yes

b. No

4. Brand order

a. Yes

b. No

Purity?

a. Yes

b. No

5. Activation element available?

a. Yes

b. No

6. Number of god?


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7. Per day selling?

.

8. Do you agree that RED helps in Developing a better market by developing an outlet?

a. Yes

b. No

9. our Comment on RED


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Documents

18631036 Summer Project in REDRight Execution Daily Outlet of COCACOLAPatna AMIT KRISHNA