A
PROJECT STUDY REPORT
ON “The study of consumer buying beh!ior in mid segment co"d drin#s$ %ith s&eci" reference to COCO CO'A(
Submitted in partial fulfillment for the Award of degree of Bachelor Bachelor of Business Administration
SUBMITTED BY :
SUBMITTED T :
AN)*T )U+AR NA,AR +.A *** SE+
DR-SONA' JA*N /0OD1
!"##$#!
DEEPS0*)0A CO''E,E O2 TEC0N*CA' EDUCAT*ON3 JA*PUR
PRE2ACE
Soft drink includes all types of non alcoholic carbonate flavoured or otherwise sweetened beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and 2000 ml and comes in a variety of flavours. t also comes in glass as well as in plastic bottles.5ince so many changes and transformations are under going ever changing consumer demands, !ovt. "olicies and innovative packaging. #hen industries are much emphasi$ing advertising to increase its sales. %ith the introduction of fruit pulp based soft drinks, packaged in cardboard cartoons known as &#'(()")*+& has been introduced in the market. #he bottled soft drink market has undergone a marginal decreases in demand )fter 1- the eminent reentry of cocacola in ndian soft drink ndustry it is heading for two giants war to capture the market. t has introduced various sharp and efficient tools say tour packages, pri$es gift other avenues to enhance social status and satisfying personal egos also.
AC)NO4'ED,E+ENT
#his pro/ect is an outcome of si weeks mandatory summer training, which have to undergo for the partial fulfillment of the ) program. wish to put on record my sincere gratitude to the following person without whose support the completion of this pro/ect would not have been possible. am grateful to r. srar )hmad ).S.4 of *oca *ola *ompany, who has given an opportunity for me to work in *oca *ola *ompany. would would like to thank thank to my institut inst itute e also where wher e got all the knowledg know ledge e and skills reuired for this research pro/ect. also want to thank to arketing 6aculty who took our pro/ect seriously and kept check on this time to time. %ithout the cooperation of the above person this work *ertainly would not have been as good as, it is now.
/An#it )umr Ngr1
E5ECUT*6E SU++ARY
#his pro/ect pro/ect was undertake undertaken n during the summer summer #raining. #raining. ) great deal of effort has been put in preparing the uestionnaire, in order to understand the market better 7!ha$iabad8. #he *oca *ola *ompany was incorporated in September 11 under the laws of the State of 9elaware and succeeded to the business of a !eorgia *orporation with the same name that had been organi$ed in 1:2. *oca *ola *ompany is one of numerous competitors in the commercial beverages market. ;f the appr appro oima imate tely ly 53 bill billio ion n beve bevera rage ge serv servin ings gs of all all type type of cons consum umed ed worldwide every day. everages bearing trademarks owned by or licensed to company account for approimately 1.5 billion. *oca*ola, the corporate nourishing the global community with the world> due to change in ndian !overnment policies..
Ob7ecti!es$ 8
9- 'tent to which merchandising assets are being used by the retailers in promoting
the brands. :- arket demand of *oca *ola and #humsup vis?vis "epsi.
iri nda; ;- arket demand of 6anta vis?vis irinda; <- arket demand of @imca, ountain dew, Sprite and >up vis?vis irinda@
=- arket demand of aa$a vis?vis Slice.
>- arket comparison of all the available brands of the soft drinks in the market.
?- rands availability of *ocacola and its brands vis?vis "epsi and its brands.
#he scope of the study was limited to ndian arket. #his pro/ect was conducted for *oca *ola @imited to assess the preferences of *ustomer in ndia. . 9ata collected with help of uestionnaire was put in ecel sheets. ) survey of -00 *ustomer was conducted in !ha$iabad. #he sample has covered the *old 9rink *ustomer of other *ompetitor also as to understand the competition and their strength and weaknesses.
A .R*E2 DESCR*PT*ON O2 T0E 2*ND*N,S$8
9-
E@tent to %hich merchndising ssets re being used by the reti"ers in
&romoting the brnds$ 8
(etailer who are having 9"S oards A !S and other display material like stands, posters etc. were selected. 9isplay material on the retailers shop was given rank between 93 : nd ; according to their visibility. f the 9"S oards A !S and other display material were
found visible at first sight then they have been ranked 9st, if they were found visible at second sight then they have been ranked :nd otherwise ;rd.n the similar fashion ranks were allotted to the refrigerators in the retailers shop. %hile entering each shop it was taken care that the display materials are properly ranked according to there visibility and incase of confusion, opinion of the consumers were taken. #hose shops with !S
:-
+r#et demnd of ech of Coc8Co"s &roduct !is8B8!is to their com&etitor
f"!ours in Pe&sis rti""ery$ 8
6or this, retailers were asked about the market demand of the different brands and they have been asked to rank the brands with respect to their competitive flavors. n this also some interesting facts came out like no lemon brand eists in front of *oca *ola. ;ur 'imc, which we were thinking that it will be competing with +ountin de%, actually it is
grabbing the Coc8Co"s S&rites market and Pe&sis3 ?u&s market. n case of +irind /O1 and Coc8Co"s 2nt, +irinds market is going up day by day.
n case of mango drinks S"ice even after entering the market so late has been able to uickly pick up with +. 6rom the day Tetr S"ice has entered the market it has captured the market of 2rooti. n case of Aufin, Coc8Co"s )in"ey stands nowhere but brands which are competing with kit are Prs, .is"eri3 nd )ingfisher-
;- +r#et com&rison of "" the !i"b"e &ic#ings of the soft drin#s in the mr#et$ 8 n the market this study is done to find out that on which packing, company should concentrate more. 6rom the day company has introduced its :FFm" packs, Coc8Co" is more economical for the lower income grade consumers like (ikshapullars and others.
<-
.rndsG Pc# !i"bi"ity of Coc8co" nd its brnds !is8B8!is Pe&si nd its
brnds$ 8
6or this study, retailers were asked that how many bottles they are having in their fridge and how many of them are of the brand whose fridge they are having and about the capacity of their fridge. n spite of these findings (esearcher have worked on some other things like retailers epectations from the company. De tried to find out how the company can increase the sales. n the answer to this some funny recommendations came up some consumers recommended that "epsi should change the percentage of the sweetening content of its cola drinks4. Secondly he tried to find out what are the problems they are facing in promoting "epsi.
0e"th effects$8
#he consumption of sugarsweetened soft drinks is associated with obesity,E12FE13F type 2 diabetes, dental cavities, and low nutrient levels.E13F'perimental studies tend to support a causal role for sugarsweetened soft drinks in these ailments, E12FE13F though this is challenged by other researchers.E1-FE15F &Sugarsweetened& includes drinks that use highfructose corn syrup, as well as those using sucrose. /Coc Co"1 is a Soft 9rink company. #he main ob/ective of this company is to provide the
best services to their customer in low cost as compared to their competitor. #hey offer more Dealthy and sweetest drink in marginal cost. ;ccasionally they give some offers for the benefit of the customers and retailer and distributor. hope will recogni$e this as well as take more references from this pro/ect report. D( department has been given more emphasis for the study of the pro/ect because it is the only sector where all type of )ge group, ncome class and different level of people are represented. *oca *ola *ompany manufactures and sells beverage concerates, sometimes referred to as Gbeverages basesH and syrups, including fountain syrups, and fi nished beverages.
“Jo Di#ht 0i 4o .i#t 0i(
Contents T*T'E
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#itle of the Study o 9uration of the "ro/ect o ;b/ective of Study o #ype of (esearch o Sample Si$e and method of selecting sample Scope of Study o @imitation of Study o 6)*#S )I9 6I9I!
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*NTRODUCT*ON O2 *NDUSTRY
9- *NTRODUCT*ON O2 *NDUSTRY
#he introduction of soft drink was due to necessity of traveling particular in the absence of availability of reliable water. ut meaning uietly changed with changing in time. t has become so, popular commodity fashion M habit instead of reuirement of uenching thirst#he first marketed soft drinks noncarbonated4 in the %estern world appeared in the 1>th century. #hey were made from water and lemon /uice sweetened with honey. n 1=>=, the Companies des Limonadiers of "aris was granted a monopoly for the sale of lemonade soft drinks. Nendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty "arisians.
Crbonted drin#s$8
Soft drin#s dis&"yed on su&ermr#et she"!es-
n the late 1:th century, scientists made important progress in replicating naturally carbonated mineral waters. n 1>=>, 'nglishman Ooseph "riestley first discovered a method of infusing water with carbon dioide to make carbonated water which has 3.- mg in the drinkE5F when he suspended a bowl of distilled water above a beer vat at a local brewery in @eeds, 'ngland. Dis invention of carbonated water also known as soda water 4 is the ma/or and defining component of most soft drinks.E=F "riestley found that water treated in this manner had a pleasant taste, and he offered it to friends as a refreshing drink. n 1>>2, "riestley published a paper entitled Impregnating Water with Fixed Air in which he describes dripping oil of vitriol or sulfuric acid as it is now
called4 onto chalk to produce carbon dioide gas, and encouraging the gas to dissolve into an agitated bowl of water.E>F
)nother 'nglishman, Oohn ervin Iooth, improved "riestleyBs design and sold his apparatus for commercial use in pharmacies. Swedish chemist #orbern ergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. ergmanBs apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Oones Oacob er$elius started to add flavors spices, /uices, and wine4 to carbonated water in the late 1:th century.
Soft drin# bott"ing industry$8 ;ver 1,500 J.S. patents were filed for either a cork, cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry. *arbonated drink bottles are under great pressure from the gas. nventors were trying to find the best way to prevent the carbon dioide or bubbles from escaping. n 1:2, the &*rown *ork ottle Seal& was patented by %illiam "ainter , a altimore, aryland machine shop operator. t was the first very successful method of keeping the bubbles in the bottle. #he *oca *ola *ompany was incorporated in September 11 under the laws of the State of 9elaware and succeeded to the business of a !eorgia *orporation with the same name that had been organi$ed in 1:2. *oca *ola *ompany is one of numerous competitors in the commercial beverages market. ;f the approimately 53 billion beverage servings of all type of consumed worldwide every day. everages bearing trademarks owned by or licensed to company account for approimately 1.5 billion. *oca*ola, #he corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1::=. *oca *ola *ompany put his first step in ndia in 152 but withdrew completely in 1>> due to change in ndian !overnment polices. )gain returned to ndia in 13 after a gap of 1= years giving a new thumb up to the ndian Soft 9rink arket. n the same year, the *ompany took over ownership of the nationBs top softdrink brands and bottling network. Io wonder, their brands have assumed an iconic status in the minds of the consumers.
*NTRODUCT*ON TO SO2T DR*N)S *N *ND*A$8 !old Spot considered as the first soft drink, established 50 years ago before all empowering *oca*ola entered the company to dominate the scene. t faced no
competition and its euphoric image built up in western countries helped it get ready clientele M glamour. "arle eport private ltd. should be regarded as the first ndian company introducing limca a lemon drink complimentary to their well entiemched !old Spot in 1>0 which got moderate success. Dowever, before this, it had also introduced *ola"epino which was withdrawn in face tough competition from *ocacola. *oca*ola serves in ndia some of the most recalled brands across the world, which include names such as *oca*ola, 9iet *oke, Sprite, 6anta, along with the Schweppes product range. #he acuisition of #hums Jp brought some of the leading national soft drinks like #hums Jp, @imca, aa$a, *itra and !old Spot under its umbrella. #o add to this, +inley mineral water was launched in the year 2000.
T0E 6A'UE C0A*N
The Coca-Cola Company
Bottler
Customer
Consumer
%hen *ocacola bid farewell in 1>>, ndian market was open for various cold drinks and several companies came forward pushing the different in the market. "arle people introduced their *ola#humps Jp with a mightily bang saying GDappy days are here againH as if happy days went away with *ocacola pure drinks of 9elhi, also without loosing much time introduced pure drinks with *ampa ;range and *ampa @emon. odern bakeries interested the market 9ouble Seven, ohan eakings with arry and "ick Jp M c9owell with #hrill, (ush and Sprint and ndian arket where there was competition previously a cut throat competition and heavy advertising was on. 'ach one was trying their best to be come under one company with G) *lassH products in the field of soft drink business, now after a long gapP !ovt. of ndia had given permission to the *oca*ola to start their business in ndia. *oca*ola came with "arle to do business on the ndian soil. #hey are trying best regaining its prestige which it had before. #he government has adopted liberali$ed policies for the soft drink trade to give the industry a boast and promote the ndian brands internationally. )lthough the import and manufacture of international brands like "epsi and *oke is enhanced in ndia the local brands are being stabili$ed by advertisements, good uality and low cost. #he soft drinks market till early 10s was in hands of domestic players like *ampa, #humps up, @imca etc but with opening up of economy and coming of I* players "epsi and *oke the market has come totally under their control. Soft drinks are available in glass bottles, aluminum cans and "'# bottles for home consumption. 6ountains also dispense them in disposable containers Ionalcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and noncarbonated drinks. *ola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. #he market can also be segmented on the basis of types of products into cola products and noncola products. *ola products account for nearly =1=2C of the total soft drinks market. #he brands that fall in this category are "epsi, *oca *ola, #humps Jp, 9iet *oke, 9iet "epsi etc. Ioncola segment which constitutes 3:C can be divided into - categories based on the types of flavors available, namelyQ ;range, *loudy @ime, *lear @ime and ango.
OPERAT*N, ,ROUP$8 #he ;perating !roup of *oca*ola. #he map is segmented into *oca *ola ;perating !roupsQ )frica, 'urasia, 'uropean Jnion, @atin )merica, Iorth )merica, "acific, ottling nvestments. *ertain prior year amounts have been reclassified to conform to the current year presentation. 14 n 200>, *oca *ola adopted 6inancial )ccounting Standards oard 6)S4 nterpretation Io. -:, &)ccounting for Jncertainty in ncome #aes& and recorded an approimate R=5 million increase in accrued income taes in their consolidated balance sheet for unrecogni$ed ta benefits, which was accounted for as a cumulative effect ad/ustment to the Oanuary 1, 200> balance of reinvested earnings. 24 n 200=, *oca *ola adopted Statement of 6inancial )ccounting Standards S6)S4 Io.15:, &'mployersB )ccounting for 9efined enefit "ension and ;ther "ostretirement "lans an amendment of 6)S Statements Io. :>, ::, 10=, and 132(4.& 34 *oca *ola adopted 6)S Staff "osition 6S"4 Io. 102, &)ccounting and 9isclosure !uidance for the 6oreign 'arnings (epatriation "rovision within the )merican Oobs *reation )ct of 200-& in 200-. 6S" Io. 102 allowed the *ompany to record the ta epense associated with the repatriation of foreign earnings in 2005 when the previously unremitted foreign earnings were actually repatriated. -4 *oca *ola adopted 6)S nterpretation Io. -=(4, &*onsolidation of Nariable nterest 'ntities,& effective )pril 2, 200-.
*NTRODUCT*ON O2 CO+PANY
:- *NTRODUCT*ON O2 CO+PANY
f we ndians recall our memory there was a time when one was asked for a soft drink, the brand that comes and gave a knock on our mind was *oca*ola. *oca*ola, the word most admired trademark has maintained its special a sense of belongingness to ndia, which had resulted some sort of its monopoly throughout the ndian soft drink market. t has been said that the internal environment of the industry has been greatly effected from its internal environment. #he same thing was also happen with this famous company. %hen the !overnment policy were in introduce and forced this I*Bs to go outside from the ndia market. Dence, it was thrown out of ndia in the year 1>>. ) lacuna was created at that time in the countryBs soft drinks market. Dow ever after a gap of 1> years, the *ocacola has reappeared in the soft drinks market of ndia, by making itself more strong and confident in this field. n todayBs market, the colaBs *oke, #humsup, "epsi, etc.4 had a >0C share, @emon 10C and ;range 20C. #here appears to be a concentrated rush to bag a share in the soft
drinks market. 9ue to a manifold increase in the demand of soft drinks large number of company has entered into this competitive market scenario. n ndia two ma/or companies engaged in soft drinks market are "epsi and *oca *ola. %hile (* cola is still a novice in the ndian arket, although it being the world oldest soft drinks manufacturer. "epsi*ola attacked *ocacola before %orld %ar. *oca*ola dominated the )mericans soft drinks industry. "epsi*ola was a drink costing less to manufacturers and with a less satisfactory taste than coke. 9uring the Second %orld %ar "epsi and *oke, both of them en/oyed a huge sale. )fter the war the "epsi sales started to fall relatively to *oke. #he factors which were responsible for the decline in "epsi sales were poor image, poor task force, poor uality control and dull packaging. t was a momentous day when *oca*ola staged its reliance in ndia. *oca*ola was relaunched again in ndia in Sep. 13 at Dathras near )gra, where the first bottling facility of *oca*ola in ndia was switched on. #he ndian people welcomed the come back of their most loved cola in the country with great enthusiasm and vigor. *oca*ola market its relaunching acuiring 5 "arle 'ports @td. #op Selling products Ni$#hums up, Sprite, @imca, 6anta, a$$a, +. Soda,+water,*oke. n 2000, the company opened a new bottling plant at 9asna in )gra distt. 6or the supply of 300 ml ottle and 1.5 liter ottles. #his plant is more settled euipped than the plant at !ha$iabad.
RED3 *N *ND*A$8 Dindustan *oca *ola everages "vt.@td., ndia division under 'urasia ;perating !roup has been working on ('9 i.e. (ight 'ecution 9aily since 6' 200=. *oca *ola *ompany believes that its success depends on their ability to connect with consumers by providing them with a wide variety of choices to meet their desires, needs and lifestyles choices. *ompany success further depends on the ability of their people to eecute effectively, every day.
CO+PANY ,OA'$8 *ompany goal is to use the *ompany
“T0ANDA +AT'A.3 COCA CO'A(
A 9FF YEARS O2 T0E SUR6Y ,'ASS .OTT'E O2 COCA8CO'A$8
*oca*ola *ompany marks a mile stone on %ednesday, 2-th arch 1: *hattanoogaP #enn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in JS history. Ooseph %hitehead and en/amin #homas offered *oca*ola *ompany owner )sia *andler a dollar for the right to bottle soft drinks in 1:. #oday billion soft drinks are sold each day in more than 200 countries around the world. *andler had purchase what would become the *ola *ompany for R2,300 eight years earlier from Oohn "emberton, an )tlanta "hamacist who astonished the world. *andler thought the bottling Nenture would never succeed, but he signed the contract with %hite Dead )nd #homas and way, &and the rest is history&, ob @ovell, vice president of marketing for *oca *ola bottling company, Jnited nc., said in telephone interview from *hattanooga. @ovell said #homas had seen *uban 6ields hand drinking "ina 6ria a "ineapple beverages, from bottles while he was stationed in *uba during Spanish )merican %ar. %hen he returned to *hattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage.
&t occurred to him that *oca*ola in bottles would be very popular&, @ovell said, &r. *andler did not see any future in it because the containers were not sound, but thatBs how it all came about. &#homas and %hitehead promised to pay one dollar for the right to bottle *oca*ola, but legend has it that no money changed hands.
T0E *+A,E$8
#he image is communicated all around the world in advertisement on media such as newspaper, maga$ines, radio and televisions. #he list goes on.... Dowever, image is much than /ust advertising every person working within the cocacola system is part of the image whether one is involved in creating its advertising, making itBs uality products, or selling, merchandi$ing and distributing its beverage their hard work and attitude will say something to the people about its product.
COCA8CO'A SYSTE+ 2'O4 C0ART
Raw Material
Coca-Cola
Bottler
Customer
*onsumer
n todayBs market, the colaBs *oke, #humsup, "epsi, etc.4 had a >0C share, @emon 10C and ;range 20C. #here appears to be a concentrated rush to bag a share in the soft drinks
market. 9ue to a manifold increase in the demand of soft drinks large number of company has entered into this competitive market scenario.
COCA CO'A$ T0E STORY .E0*ND$8
*oca*ola was formulated in 1::= by 9r. Oohn "emberton, a "harmacist in )tlanta, !eorgia. #he drink was sold ad refreshing eliir at the fountain counter of OacobBs "harmacy of which 9r. Oohn "emberton was part owner, unaware that the pharmacist had given birth to a caramel colored syrup which is now the chief ingredient of the worlds favorite drink. #oday the whiteonred flow of *oca*ola is familiar sight in more then 15 countries. #he syrup combines with the carbonate water to fuel a R 1=.2 billion corporation that has captured a -=C Slice of the global soft drinks market. #he company estimates that the drink is served more than >>3 million times every day and if all *oke ever produced were filed in standard bottles and placed end to end it would wrap around the euator 21, 1=1 times. #he story of *oca*ola is a story of a drink and its charm with the consumer. #he of ecstasy and again that the drink has caused to those dedicated to its growth "emberton first managed to sell and average of drinks per day, though a shop called OacobBs pharmacy, in 1:1, *andler bought *ocacola company with four companies he formed the cocacola company with the initial stock of R100,000. *oca*ola was registered at the JS patent office in 1:3, and began selling at soda fountains for 5 cents a glass of therapeutic refreshment 1:-, got into bottles, courtesy a candy merchant Ooseph oedenharn of ississippi. 6ive years laterP the drink was being bottled on a regular basis under a region wise franchising systemP and its first competitor "epsi cola, *oca*olaBs first bottling plant opened in *hatanooga, #ennessee followed by another in )tlanta in 100. #he uniue taste of cola was an outstanding success. ;ver the net two decade the number of plants crossed 1000. n a bit to difference the prodect, the company adopted =.5 ounce, pale green countor bottle designed by the root glass company of #erri Daute, ndiana. #oday i t is an intrinsic part of the brand.
#he company broadened its hori$ons when (obert %oodruff the son of a banker who acuired to *ompany for R25 million in 11, assumed charge in 123. De began by ungrading bottling operations, brought in innovations like a sibottle carry home carton, and gear up advertising support. t was under %ood (uff that the brand. +nown affectionately as coke by now associated it self with sportive events. y the early 1-0Bs the brand was selling as the &real thing& to set it self apart from &me to& colaBs. )s a time went by the company brought out some new aerated drinks. #he first one &6anta& appeared in the selves in 1=0. ts birth was an accident, the companyBs !erman name is an attempt to produce *oca*ola without some key ingredients, turned out into an orange flavored drink instead. its strategists who feared the dependence on /ust one put a cap on growth welcomed it. %hile 6anta was being rolled out the company bought minute made cosrp. %hich in 1=> was combined with 9uncan foods to pave way for the *oca*ola foods. Several beverages followed the most notable being BspriteB, a lemon drink developed in the late 150 and formally launched in 1=1. *oca*ola had diversified the company into businesses and it even had a steam generator and boi:ler making division. (obert * !oi$ueta, *uban born 2> years veteran took over as the *oca*ola unlike "epsi company depended on a single brand. #he best insurance policy that he figured was to let coke evolve to the summer slacking it with variants, even reinventing if needed. n 1:2, the company launched what is now considered among the worldBs most successful brand etensions B9iet *okeB, under the leadership of Sergio Tyman, the head of us marketing. #he idea was to retain the loyalty for the health conscious drinker who loved the taste but hated the calories. )fter this it came out with cafeeine free versions of its main drinks. yet in the JS the company kept losing ground to "epsi. $yman, a former "epsi marketer argued that the correct strategy was to replace : year old with better tasting cola, label it as &Iew *oke& and blare the news which is eactly what the company did more a decode age in 1:5. ut when placed on the shelves it did not budge. ;n wide spread protest it was recalled after > days. #he company has about 100 brands in its portfolio but coke, 6anta and sprite account for most of its sales. n 1-, the real thingBs coke sold over 52.5 billion liters. 6or the taste of it diet coke along with *oca*ola light sold :.5 billion liters, which makes it the worldBs two top
non cola drinks sold over =.5 billion liters each. %hich sprite aimed at the independent youngster two does not care what as others drink the as line &obey youBre a thrust&4. n 13, *oca*ola reentered ndia after a 1= years ling eile, four years "epsi made its debut ndia. %hile *oke plays on brand nostalgia. "epsi address the young crowd, which unlike a in )merica is a dominate ort if the population here.
T0E COCA8CO'A CO+PANY$8
#he *oca *ola *ompany is the worldBs largest beverage company. )long with *oca *ola, recogni$ed as the worldBs best known brand, #he *oca *ola *ompany markets four of the worldBs top five soft drink brands, including diet *oke, 6anta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, /uices and /uice drinks, teas, coffees and sports drinks. #hough the worldBs largest distribution system, consumers in more than 200 countries en/oy #he *oca *ola *ompanyBs products at a rate eceeding 1 billion servings each day. 6or more information about the *oca *ola *ompany, please visit our website at httpQ AA www.coca cola.comA. 2or%rd 8 'oo#ing Sttements$8
#his press release may contain statements, estimates or pro/ections that constitute &forward looking statements& as defined under J.S. federal securities laws. !enerally, the words &believe,& &epect,& &intend,& &estimate,& &anticipate,& &"ro/ect,& &will& and similar epressions
identify forward looking statements, which generally are not historical in nature. 6orward looking statements are sub/ect to certain risks and uncertainties that could cause actual results to differ materially from #he *oca *ola *ompanyBs historical eperience and our present epectations or pro/ections. #hese risks include, but are not limited to, changes in economic and political conditions, changes in the non alcoholic beverages business environment, including actions of competitors and changes in consumer preferencesP product boycottsP foreign currency and interest rate fluctuationsP adverse weather conditionsP the effectiveness of our advertising and marketing programsP fluctuations in the cost and availability of raw materialsP our ability to achieve earnings forecastsP regulatory and legal changesP our ability to penetrate developing and emerging marketsP litigation uncertaintiesP and other risks discussed in our *ompanyBs filings with the Securities and 'change *ommission the &S'*&4, including our )nnual (eport on 6orm 10+, which filings are available from the S'*. Kou should not place undue reliance on forward looking statements, which speak only as of the date they are made. #he *oca *ola *ompany undertakes on obligation to publicly update or revise any forward looking statements.
OR,AN*AT*ONA' STRUCTURE
CHAIRMAN
PRESIDENT
VICE PRESIDENT
R!M
A!M
ISM
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PM
ASM
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HRM
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$
nformation System anager
2-+-
$
6inance anager
S-+-
$
Sales anager
P-+-
$
"roduction anager
0-R-+-
$
Duman (esource anager
A-S-+-
$
)rea Sales anager
+-O-E-
$
arketing ;peration 'ecutive
C-D-E-
$
*old 9rink 'ecutive
S-E-
$
Sales 'ecutive
PRODUCT PRO2*'E O2 COCA CO'A$8 #he product range of the coke has listed brandsQ *oke Q 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt #humps J"Q 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. @imcaQ 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. 6antaQ 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. SpriteQ 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. a$$aQ 250 ml, #etra "ack 9iet *okeQ 330ml, 1.5 lt, 2lt. +n. SodaQ 300ml, 500ml, +n. %aterQ 500ml, 1lt, 2lt,
Some fcts About Coc Co" P!t 'td$8 0ed office Cor&orte office
)tlanta J.S.)4 'nkay #owers, Jdyog viharN,
!urgaon,Daryana
Chief E@ecuti!e officer
)le von ehr
Tot" *n!estment
(s.3200 *rore
O%ned .ott"ing P"nts
35
No- of 2rnchisees
1=
No- of Em&"oyees
=000
T0E 2UTURE O2 COCA8CO'A$8
%hile dong business overseas offers *oke wonderful growth opportunities it also has its own disadvantages. #he economic slowdown in various overseas markets and the strong dollar had their impact on *oca*ola revenues and bottom line in 1. ut the company optimistic about the future. c9ouglas nvestor, #he *hief 'ecutive ;fficer of the *oca*ola *ompany says, &#his past year 1 has been a challenging period for the *oca*ola *ompany as economic environment became more uncertain in the later part of 1, we strongly believe that our fundamental opportunities for long term growth have not changed&. )s long as maimi$ation of share holder wealth remain cokeBs focus for its future- is assured !oi$ueta had stated and proven to the world that focus on shareholder wealth does more good to the company than focus on revenues and it is not hat coke does not en/oy volumes for it is worldBs Io. 1 soft drink manufacture. t is not content with this title and is aiming at higher volumes year after year. Surely coke will continue to grow. "oint on (oberto had reduced the company basically to its trademark and the returns are so astronomical as to be off the boards. t /ust absolutely added a /et engine to their performance.
CO)ES .OTT'*N, STRATE,*ES$8 n the soft drink business the bottlers are responsible significant etent for ensuring the availability of the products. ottlers are supplied with concentrate to which they add aerated water and bother ingredients before packing and sealing either cans or bottles. ottlers play a strategic role in the success of soft drinks companies and this was not far from !oiuetaBs mind. n 1:= the company merged some of its company owned bottling operations with two large ownership groups that had been put up for sale. )ll these bottling activities were combined to from its own subsidiary *oca*ola 'nterprises **'4 to handle bottling operations. #he *oca*ola *ompany took - percent euity stake in *oca*ola 'nterprises enabling it to retain its own balance sheet.
+AR)ET P'ACE Q
ore than a billion times everyday, thirsty people around the world reach for *oca*ola products for refreshment. #hey deserve the highest ualityevery time. ;ur promise to deliver that uality is the most important promise we make. )nd it involves a worldwide, yet distinctively local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to our own. ;ur investment in local communities in over 200 countries totals billions of dollars in /obs, facilities, marketing, the purchase of local goods and services, ands local business partnerships, always and everywhere, we pursue continuous innovation in the products we offer, the processes we use to make them, the packages we develop and the ways we bring them to market.
CO+PET*TOR$8
#he biggest and perhaps the only serious for the cocacola worldwide has an already been "epsi. n ndia, as per as the *ola segment is concerned the with the biggest competition to coke comes from its brands of "epsi vi$. "epsi and irinda. #humsup, which was the leading brand of "arley product, was acuired by *oca*ola /ust over a year ago to bolster its market share in ndia. #oday, #humsup along with coke, the leading brand of the *oca*ola *ompany, other still competition to "epsi, which despite this stiff competition is still by far the single most popular *ola drink in ndia %ith both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge ndian Soft drink market continues unabated. )ggressive ad campaignBs, salepromotion, schemes for retailers are /ust some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market. n the *ola segment, which occupies by far the largest chunk of the soft drink market in ndia, the market share of *oke is =0Cwhile the market share of #humsup is 32.1=C. #he market share of *oke in this *ola Segment is 2>.:-C. #he remaining market share is occupied by the other brands, which constitute about 1-C of the *ola market share.
So *oca*ola with its two brand clubbed together i.e. #humsup U *oke occupies a combined market share of =0C 32.1=C U 2>.:-C4 which is /ust higher than the market share occupied by "epsi on the all ndia basis. #he market share for the *ola segment of different in ndia is given in !raph belowQ #he fight between the (s. 1,000 *rore "epsi co. ndia. "epsi and *oca*ola ndia, #he fully owned subsidiary of the R 1:.55 illion )tlanta based &#he *oca*olaB company to become ndiaBs Io. 1 player seems likely to continue unabated over the net four years&.
PEPS* PRO2*'E$8
"epsi *o. nc. was founded in the year 1=5. a/or products of the new company are "epsi *ola. 9iet "epsi and ountain 9ew. "epsi entered the ndian market in 12 and now is the market leader with a market share of 2=.5 percent in the cola segment. "epsi is in between the two of itBs closet competitors as far as marketing strategies are concerned. "epsi is an international drink with ndian imagery in itBs communication #raditional focus of "epsi has been on the early teenager with a gender skew more to the female. "epsi is by far the more aggressive player in the market. %ith in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. tBs got its selling strategy well mapped out. #he company has always been innovating itBs ad campaigns which has helped the company to get top of the mind recall. 6rom &#he choice of the new generation& to the &6reedom& campaign the company has been able to ndianise the brand. %ith the help of promotional schemes "epsi has managed to keep the brand alive and has not let it become old. 9uring 15 the total ad spent by the company was (s. =.: crore only on television "epsi has set aside (s. : crore for its advertising programme in the run up to and during the cricket world cup.
Product "ines of Co#eK Pe&si re s fo""o%s$8
Pe&si .rnd Nme pepsi
pepsi 9iet
mirinda
mirinda lime
> up
Slice
pepsi pepsi 9iet mirinda lime
mirinda Slice
> up
2'A6OUR
CO)E .RAND
PEPS* .RAND
*ola
*oca*ola
"epsi
#humsup
"epsi diet
*oke diet ;range
6anta
irinda
@imca
irinda lime
*lear lime
Sprite
>up
ango
aa$a
Slice
*loudy
@emon
CO+PET*T*6E AREA$8
#he soft drink market all over the world has been witnessing a neck to neck battle between the two ma/or players, *oca*ola and "epsi since the very beginning. #he thirst uenchers are trying hard to have to ma/or chunk of the pie of carbonated soft drink market. oth the players are spending their energies in building capacity, infrastructure, promotional activities etc. *ocacola being 11 years older than "epsi has dominated the scene in most of the soft drink markets in the world and en/oying leadership in terms of market share. ut the *oca *ola people are finding it hard to keep away "epsi, which has been narrowing the gaps regularly. #he two are posing threats to each other in every nook and corner of the world. %hile *oca*ola has been earning most of its bread and butter through beverage sales, "epsi has a multi products portfolio with some portion from the same business. #he two warriors are face to once again here in ndia with different strategies and tactics to attack the rival. *oca*ola is focusing upon the /oint ventures with the eisting bottlers 2O.O1 frnchise o%ned bott"ing o&ertions to enhance its control on manufacturing and marketing of its products range and attain the uality standards of its class. *ountering it "epsi has taken the battle its own hands by floating as investment of R 5 billion to set "epsi *ompany. ndia holdings, as subsidiary for CO.O1 Com&ny o%ned bott"ing o&ertions- oth the companies are following different path to reach the same
destiny i.e. to fetch the bigger portion of aerated soft drink market. oth consider ndia a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of :0. #herefore, they are putting in their best efforts to woo the ndian consumer who has to work for 1.5 hours to buy a bottle of soft drink. n comparison to the international norms minutes, a ma/or hurdle to cross over for both the athletes for getting Io. 1 position comparison tot he inter. *oca*ola is well set with its 53 bottling sites through out the country giving tit an edge over competition by processing a wellbuilt bottling and distribution setup. ;n the other hand, "epsi, with two more years in ndia, has been able to set an image of a winner in ndia and has been able to get the pulse of the ndia soft drink market. #he soft drink giants are leaving on stone unturned and her for the long terms.
*oca*ola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in ndia. 6irstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20C as compared to the earlier 5C. #hey want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. n *oca*ola camp, the idea of competition has not come from "epsi, but from the other beverages such as tea, coffee, Iimbu "ani, water etc. "epsi is uite aggressive in its approach to ndian *onsumer. #hey are desperately working on the strategy to be winners in the hot cola war between two big barons. )ccording to "epsi philosophy, itBs the madness that encourages eecutive to think, to con/ure up those creative tactics to knock the fi$$ out their competition. "epsi had plumbed a large on the visibility of its blue red and white logo. #hey have been going with aggressive marketing by putting Schin Tendu"#r3 A#shy )umr and now Shhru#h )hn in their advertisement to endorse their brand, the
role models for its targeted consumer the teenagers. #hey have increased the fi$$ in the market place by introducing the dispensers called 6ountain "epsi and has been en/oying a lead over its rival there. *oca*ola on the other hand, has been working on the saying slow and steady wins the raceBs side by retailing to every more of its competitor. #hey have procured the shield of #humsJp with a handsome market share in ndian soft drink market. *ountering "epsiBs international commercial that used two chimpan$ees to cock a snoop at coke, #humsup come with the ad line, Dont be .ndr3 tste the Thunder- )lso #hums Jp has been positioned now very near to that young image of "epsi and giving it a though time. These coo" merchnts h!e &ut e!erything on fire- *t Co#e got the sttus of the offici" drin# of %i""s- 4or"d Cu&3 Pe&si b"ushed s nothing offici" bout it- As Thums8U& &ro7ected s BSaaree Oahan Se )chchaB Pe&si %s &ssionte enough %ith
B6reedom to beB nd no% the &Keh 9il ange ore& %hen Thums8U& cme %ith #hunder last, the other offered B"epsi Stuff *ardB. *f (ed is ment for coke, "epsi hs chosen to be blue.
+A*N CO+PET*TORS
COCA8CO'A 6Gs PEPS*
#otal nvestment in ndia Iew nvestments Iumber of 'mployee Iumber of owned bottling "lants Iumber of 6ranchisees Iumber of 6ountain #otal nvestment by bottlers Iew "lants "lanned
Kear of 201011 4
Coc8Co"
Pe&si
(s. 250 *rores (s. 2-00 *rores 1-0 51500 (s. 125 *rores Iil
(s. 500 *rores (s. 300 *rores 2-00 11 15 -000 Iil =
;verall volume of *oca*ola products have increased by -0C whereas the industry growth rate is 20C. @ast year total sale of soft drink ndustry in ndia was approimately 1>0 million crates. ;ut of these around =0C was of *ola and other -0C was of non*ola rands.
Sources of 9ata Q #his @ast Kear data is provided by Sales 'ecutive of *ompany.
+AR)ET*N, +*5$8
"rof. Ieil D arden defines marketing mi as Bthe appointment of effort, the combination, the designing and integration of the elements of the marketing into a programme of mi which will best achieve the ob/ective of the enterprise at the give time.& arketing mi is the set of marketing tools that the firm uses to pursue its marketing ob/ective of in the target market. #he marketing problems are analy$edQ 1. y utili$ing the important forces emanating from the marketing operation of an enterprise. 2. y adopting producer M for an efficient marketing programme.
E'E+ENTS O2 +AR)ET*N, +*5 $8 #he marketing mi denotes a combination of various elements which in their totally constitute affirms marketing system. c*arthy populari$ed a four factor classification of the se tools called the four "&s, product, price, place promotion.
PRODUCTS$8
"roduct variety
Vuality
9esign product
rand name
6eature
"ackaging
Si$e service
%arranties
(eturns
PR*CE$8
@ist "rice
9iscounts
)llowances
"ayment period
*redit teams
P'ACE$8
*hannels
*overage
"lace assessments
@ocations
nventory
#ransports
PRO+OT*ON$8
Sales promotion
)dvertisement
Sales 6orces
"ublic relations
9irect marketing
#he particulars marketing variable under each " are shown belowQ < Ps
"(;9J*#
"(*'
"@)*'
"(;;#;I
< Cs
*JS#;'( I''9 )I9 %)I#S
*;S# #; #D' *JS#;'(
*;IN'I'I*'
*;JI*)#;I
D*STR*.UT*ON *N T0E COCA8CO'A SYSTE+$8 ,ETT*N, PRODUCTS TO +AR)ET
;ne of the value of the cocacola system is presence that cocacola should eist everywhere. n the words of former *';ndia operations Richrd Nichoi"s3 LOur go" is to h!e co#e !i"b"e %ithin n rms rech of desireL- #o fulfill this gool, cocacola
not only produces products, but also has an effective systems to distribute them all over ndia.
D*STR*.UT*ON$8 Distribution S"es M De"i!ery M +erchndising M 'oc" Account +ngemetn-
9istribution of *okeBs products includes the activities of sales, delivery merchandi$ing and local accounts management. #hese are two ma/or types of distribution systems.
(i)
Direct nd *ndirect$8
n direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandi$ing and local account management. n indirect distribution, an organi$ation which is not a part of the cocacola system has control of one or more of the distribution elements Sales, erchandi$ing and local accounts managements4. %ith 9irect distribution there are two types of salesQ
Ad!nced s"es nd con!ention" s"es- $8
n conventional sales, all the distribution activities Sales, 9elivery, erchandi$ing and @ocal )ccounts anagement4 are performed by the same persons. n advanced sales, sales and delivery are performed by different people within the coco cola system. 9ifference between a Customer and a Consumers
) consumer is some one who drinks cocacola products.
) customer is a business location which sells or serves cocacola products to consumers.
+ERC0AND**N,$8 ;ne the products are delivered to the customerBs they are promoted at the pointof purchase to maimi$e the companyBs sales opportunities, merchandi$ing involves looking at the presentation of the products through the eyes of the consumers. t is an ongoing process that help the company present its products properly to the consumers in the market place for instance, is the display attractiveW )re the product neatly organi$ed.
PRESENT*N, T0E PRODUCTS$8 *oca*ola presents its products for sale in four different ways. #hey are as followsQ
Secondary 9isplay
*oolers
Nending achines
"ost i A "re i
*ND*AS RE'AT*ONS0*P 4*T0 COCA8CO'A$8 Oust after independence, the ahara/a of "atiala oversaw his coca*ola*ola hoarding from his huge, ornate palace, *oca*ola eport representative 6rank Darrold, was awed by the ahara/aBs opulent life style. n 13 after *oca*ola returned to ndia after a 1= years absence beorge 6ernandes threw the company out of the country in 1>> on the pre tet that it had refuse to divalge its formula to ndian officials4, *'; of the *oca*ola *ompany, (obesto boirueta &Salivated over a virtually untapped market of :-0 million people&.
PRO+OT*ON $ T0E COCA8CO'A 4AY
,o" for the HFs $8
&#o place cocacola within an armBs reach of desire.
Consumer cti!ity c"usters$8
!rocery shopping
;ther shopping M services
'ating and drinking 'ntertainmentA (ecreation. @eisure
#ravel A #ransportationA Dospitality
'ducational
)t %ork
The ;As$8
#he strategy for reaching in creasing numbers of consumers in ndia is based on the belief that consumers will buy our products it they are A!i"b"e3 Affordb"e and Acce&tb"e-
Strtegies for the ;As$8
6ocus on the consumer and customer,
#o provide uality customer services, and caring about the uality of performance in respective /obs.
*aring enough about what we do, to it the best we know how.
#he 3)Bs is *oca*ola underlying strategy for meeting its goal to reach increasing numbers of consumerBs. Dow does coke position its limited resources to help meet its good. @et us eplore the specific ways in which the *oca*ola system addresses each of the 3)Bs.
A6A*'A.*'*TY$8 Some of the way sin which the *oca*ola *ompany hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, marketing.
A22ORDA.*'*TY$8 #he ways to address affordability include pricing decisions, as well as resource management. #o make its product available at a price affordable to the consumer. *ontinually processes more efficient and therefore more costeffective.
ACCEPTA.*'*TY$8 aking coca*ola brand products the beverage choice for any occasionBs depends on a variety of strategies to reach the target audience. #he common strategies adopted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates. *oca *ola mission, vision and values outline who they are, what they seek to achieve, and how they want to achieve it. #hese provide a clear direction for the *ompany and help ensure that they are all working toward the same goals.
+*SS*ON$8
•
'verything *oca *ola do is inspired by their enduring issionQ
•
#o (efresh the %orld...in body, mind, and spirit.
•
#o nspire oments of ;ptimism...through their brands and their actions.
•
#o *reate Nalue and ake a 9ifferenceXeverywhere they engage.
6*S*ON$8 #o achieve sustainable growth, *oca *ola has established a Nision with clear goalsQ P"net $ eing a responsible global citi$en that makes a difference. Portfo"io$ ringing to the world a portfolio of beverage brands that
anticipate and satisfy "eoplesB desires and needs. Prtners$ Iurturing a winning network of partners and building mutual loyalty. "rofitQ
aimi$ing return to shareowners while being mindful of our
6A'UES$8 *oca *ola is guided by shared Nalues that they will live by as a company and as individualsQ •
@eadership
Q
G#he courage to shape a better futureH
•
"assion
Q
G*ommitted in heart and mindH
•
ntegrity
Q
Ge realH
•
)ccountability
Q
Gf it is to be, itBs up to meH
•
*ollaboration
Q
G@everage collective geniusH
•
nnovation
Q
GSeek, imagine, create, delightH
•
Vuality
Q
G%hat we do, we do wellH
RESEARC0 +ET0ODO'O,Y
;- RESEARC0 +ET0ODO'O,Y
;-9 T*T'E O2 T0E STUDY$8 )ll the findings and conclusions are based on the survey done in the working area within time limit. tried to select a sample representative of the whole group during my /ob training. have collected data from 200 respondents for studying /Consumer .uying .eh!ior 4ith reference to “Coc Co"(1 arket Segmentation, selected randomly from different
areas in !ha$iabad.
;-: DURAT*ON O2 T0E PROJECT$8 1=th ay 2011 to 30 Oune 2011 -5 9)KS4
;-< O.JECT*6ES O2 STUDY$8 PR*+ARY O.JECT*6ES$8
•
#o find out to which etent merchandising assets are being used by the retailers in promoting the product of cocacola
•
#o find out arket demand of *oca *ola and #hums up vis?vis "epsi
•
#o study marketing strategies adopted by cocacola.
•
#o study customer satisfaction about cocacola products.
•
#o study the effect of ('9 on boosting sales of cocacola products
•
#o find out arket demand of 6anta vis?vis irinda;
•
#o find out arket demand of @imca, Sprite vis?vis irinda@ and >up
•
#o find out arket demand of aa$a vis?vis Slice.
SECONDARY O.JECT*6ES$8
•
#o find out arket comparison of all the available brands of the soft drinks in the market.
•
rands availability of *ocacola and its brands vis?vis "epsi and its brands.
;-= TYPES O2 RESEARC0$8
Dte sources$ sources of informtion re s fo""o%s$8
(1) Primry sources$8
%ho
(2) Secondry sourcesQ
(esearcher collected secondary information from Oournals of *ompany, Iews papers,aga$ines.
Reserch A&&roch$8
(esearcher followed one approach to collect the information (1) Sur!ey (esearcher contacted the retailers in the market place to gather the relevant
information.
(2) Number of Reti"ers contcted 200 (etailers.
•
Sur!ey Are$ )n&ur K NEAR .Y AREAS 1)
+anpur, Station road
24 +anpur,ain market 34 haguwala arket ,+anpur (oad -4 +otwali market ,@ucknow road 54 Shanpur, ain arket =4 (aipur arket, Iagina (oad >4 Daridwar road, *hidiapur :4 +iratpur arket 4 (esearcher began his survey with route riding, i.e. traveling along with the sales persons on his daily trip to service the retailers. (esearcher asked the retailers about their uses of *ocacola merchandises and try to )sses the market share of the *ocacola
;-= SA+P'E S*E AND +ET0OD O2 SE'ECT*N, SA+P'E$8 Sample si$eQ #he number of sample is 110 from !ha$iabad city, which fulfills the reuirement. 'ach respondent is treated as a case of detailed analysis.
Sampling designQ *onvenience sampling is used for this study. *onvenience sampling is used in eploratory research where the researcher is interested in getting an inepensive approimation of the truth. )s the name implies, the sample is selected because they are convenient. #his non
probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time reuired to select a random sample. Dt co""ection method$8
6or the accumulation of data the sources were primary and secondary data. "rimary 9ataQ #hese data are raw material. #hey are the measurement observed and recorded as a part of original study. #hey are original in character. #he investigator or researcher directly collects this data. #he basic form of obtaining this data is by observing and uestioning. #he "rimary data was a detailed interview schedule with the help of a detailed uestionnaire. #he samples were drawn purposively from various areas for the relevance of the study. 9iscussions were held with the general, branch manager and eecutives of the company to design and eecute the research Secondary 9ataQ #hey are not originally drawn by the researcher as fresh data. #hese are collected by some other person for this purpose and published. #hese types of data can be collected through various sources. 6or this study the secondary data were collected from maga$ines ,/ournals , references and websites and manuals of the dea. Too"s nd techniues of n"ysis
"ercentage analysis and statistical tools were used in the study. #he statistical tools used for data analysis are (ank correlation and hypothesis testing. )I;N) and t test had applied for hypothesis testing. (ank *orrelation Y f (ank *orrelation is negative we can say that there is no correlation between the variable, if rank correlation is positive we can say that there is a relation between the variable, if the (ank correlation is less than.0= we can say that there is a low degree of relation between the variable, if rank correlation greater than .0= we can say that there is high degree of
relation between the variables and if (ank *orrelation is very nearer to 1 such as . we can say that there is very high degree of relation between the variable.
;-> SCOPE O2 T0E STUDY$8
Study of +ngement of RED he"&s the mngement in the fo""o%ing %ys$8
•
t improves management
•
t will certainly help the strategies for survival and growth of the *ompany.
•
t avoi avoids ds wast wastag age e and and unde underu rutil tili$ i$at atio ion n of reso resour urce ces s whic which h can can be empl employ oyed ed
profitably. t is relevant to inflows and outflows conditions of the *ompany.
•
;-? '*+*TAT*ON O2 T0E REPORT$8
* found the fo""o%ing "imittions during my ctu" &ro7ect e@ecution$8
•
ore stress was given on the primary data.
•
#he finding of the survey will be strictly based on the response of the consumers, since it is difficult to ascertain the authenticity of the statements.
•
)ll the observation and recommendation will be made on the feedback obtained from the survey.
•
#he sample for the survey covered subscribers from ndia only.
•
#he time for the research was limited.
•
#he result is limited to the reliability of method method of investigations investigations,, measuremen measurementt and analysis of data.
•
"eople were not interested in filling uestionnaire properly.
•
t is very small research, which may be insufficient to give the real picture.
2ACTS K 2*ND*N,S
<- 2ACTS K 2*ND*N,S
•
t improves management
•
t will certainly help the strategies for survival and growth of the *ompany.
•
t avoi avoids ds wast wastag age e and and unde underu rutil tili$ i$at atio ion n of reso resour urce ces s whic which h can can be empl employ oyed ed
profitably. t is relevant to inflows and outflows conditions of the *ompany
•
•
ore stress was given on the primary data.
•
#he finding of the survey will be strictly based on the response of the consumers, since it is difficult to ascertain the authenticity of the statements.
•
)ll the observation and recommendation will be made on the feedback obtained from the survey.
•
#he sample for the survey covered subscribers from ndia only.
•
#he time for the research was limited.
•
#he result is limited to the reliability of method method of investigations investigations,, measuremen measurementt and analysis of data.
•
"eople were not interested in filling uestionnaire properly.
•
#o find out to which etent merchandising assets are being used by the retailers in promoting the product of cocacola
•
#o find out arket demand of *oca *ola and #hums up vis?vis "epsi
•
#o study marketing strategies adopted by cocacola.
•
#o study customer satisfaction about cocacola products.
•
#o study the effect of ('9 on boosting sales of cocacola products
=- ANA'YS*S K *NTERPRETAT*ON
2*,URE 9 9 Out of Coc8Co" nd Pe&si .e!erges *n *ndi 'im imite ted %hose ,S.do you h!e !e
" 11C *oca.*ola la "
1-C
*oca.*ola la oth
oth
5C
Ione Ione >0C
;ut of the sample si$e which has been covered only 11 C of the shops had "epsi
!S
industry. >0C of the sample si$e didn
2*,URE : Rn#ing cco rding to !isibi"ity 8 Pe&si
Rn#ing ccording to !isibi"ity 8 Coc Co"
13C
1-C
1-C
(ank 1
(ank 1
(ank 2
-C
(ank 3
(ank 2 (ank 3
3:C >2C
>2C of the shops having "epsi !S
status on the other hand only 1-C of the retailers got the rn# :nd and ;rd each. #his
shows that retailers who got the !S as display material from the company are using them satisfyingly. -C of the shops having *oca*ola !S
visibility status on the other hand 3:C of the retailers got the rn# :nd and only 13C of the retailers got the rn# ;rd. #his shows that in comparison to *oca*ola, "epsico.
2*,URE ; ; Out of Coc8Co" nd Pe&si .e!erges *ndi 'imited %hose DPS .ord doyou h!e
" 2>C " *oca.*ola oth
*oca.*ola :C
Ione =2C
Ione
oth 3C
;ut of the sample si$e which has been covered 2> C of the shops had "epsi
oards vis a vis to : C of *oca*ola
drink industry. =2C of the sample si$e didn
DPS8D*STR*.UTOR PRO+OT*NA' S S*,NA,E 2*,URE < < Rn#ing cco rding to !isibi"ity 8 Pe&si
Rn#ing ccording to !isibi"ity 8 Coc Co"
0C
12C
1:C
(ank 1
1:C
(ank 1
(ank 2
(ank 2
(ank 3
(ank 3 >0C
:2C
:2C of the shops having "epsico. 9"S oards got the rn# 9st according to their
visibility status on the other hand 1:C of the retailers got the rn#s :nd and nobody got the ;rd. #his shows that retailers who got the 9"S oards as display material
from the company are using them satisfyingly. >0C of the shops having *oca*ola 9"S oards got the rn# 9st according to their
visibility status on the other hand 1:C of the retailers got the rn# :nd and only 12C of the retailers got the rn# ;rd. #his shows that in comparison to *oca*ola, "epsico.
2*,URE = = ''9 'cel.*hart.: Zs
25C
2>C
11C "
3>C *;*).*;@)
;#D
;%I
;ut of the sample si$e, which has been covered 3>C C of the shops, had
*oca*ola
drink industry. 2>C of the sample si$e didn
using their own refrigerators for the chilling purpose.
2*,URE >
Rn#ing cco rding to !isibi"ity 8 Pe&si
Rn#ing ccording to !isibi"ity 8 Coc Co"
0C
:C
33C 2-C
(ank 1
(ank 1
(ank 2
(ank 2
(ank 3
(ank 3 =>C
=:C
=:C of the shops having "epsico. refrigerators got the rn# 9st according to their
visibility status on the other hand only 2-C of the retailers got the rn#s :nd and :C of the retailers got the rank ;rd. #his shows that retailers who got the refrigerators as display material from the company are not using them satisfyingly. ;nly 33C of the shops having *oca*ola refrigerators got the rn# 9st according to
their visibility status on the other hand =>C of the retailers got the rn# :nd and none of the retailers got the rn# ;rd. #his shows that in comparison to *oca*ola, "epsico.
2*,URE ? 0o% mny .ott"es of P.*G Coc8Co" do you h!e in your fridge
", -2=0 -500 -000
*oca*ola, 33=:
3500 3000
"
2500
*oca*ola
2000 1500 1000 500 0 "
2*,URE I I
*oca*ola
A!i"bity Com&rision bet%een Pe&si nd Coc8Co" t the Out"ets 8 using Coc8co" +erchndising Asset
*oca*ola --C
" *oca*ola
" 5=C
n the *oca*ola
that *oca*ola
2*,URE H H Resons for not o&timum use of Refrigertor G *ce .o@ t out"ets
Shortage 13C ;ther 3=C
"roblem of the 'mpty bottle 1>C
rregularity of the Salesman 3-C
Shortage "roblem of the 'mpty bottle rregularity of the Salesman ;ther
%hile giving the reasons for not using the *oca*ola
retailers blame it to the lack of regular services from the company irregularity of the salesman4, 1>C of the retailers voted to the problem of the empty bottles of
Dindustan everages ndia, 13C voted for the shortage of the different packing.
9espite of all the above reasons a huge segment 3=C blame it to different other
reasons for below optimum use of refrigerators.
;ut of the 3=C other ma/or reasons low demand 33C4 and lesser capacity
refrigerators 3-C4 got the maimum share.
9espite of all the above there are even ma/or number of retailers who blame it to the
unfulfilled promises from the company professionals.
2*,URE 9F 9F A&&ro@imte s"e of the reti"er
100 0 :0 >0 =0 50 -0 30 20 10 0 0.5 to 2
2*,URE 99 99
3 to 5
= to 10
ore #han 10
A&&ro@imte s"e of the reti"er
ore #han 10 1:C
0.5 to 2 :C
3 to 5 -=C
= to 10 2:C
#he sample si$e shows that maimum portion around -= C4 of the retailers whose
sale are between 3 to 5 crates daily and only : C are the ones who are selling less that two crates.
2*,URE 9: 9:
0o% the reti""er gets dis&"y mteri" from the com&ny O >0 =0 50 -0 30 20 10 0 Schemes
2*,URE 9; 9;
!ift
Sharing A 9raft
;ther
0o% the reti""er gets dis&"y mteri" from the com&ny
!ift -0C Sharing A 9raft 21C
Schemes 33C
;ther =C
#he sample si$e gives us the brief idea about the pattern of distribution of
merchandising assets by the companies. ost of the retailers around >3C4 are getting the display material through different schemes or as the gifts.
2*,URE 9= 9= +r#e t Demnd of differ ent &c#ings of Soft8Drin#s
2lt 2=C
200ml 30C
2lt 1lt 500ml 1lt >C
300ml 200ml
500ml 1-C
300ml 23C
#his gives us an indication, where the better prospects lies. n which particular type
of packing little innovation can do wonders. #his provides us with an idea where we should concentrate. #he sample si$e shows that there is huge demand of 2lt pack 2=C4 and 200ml
bottles 30C4. 300ml bottles with 23C shares the 3rd position and 500ml. Shares the -th position of
the demand total demand with the market demand of 1-C
2*,URE 9> 9> +r#et Demnd of Softdrin# / Co" 1
500 -00 "epsi
300
*oca*ola
200
#humsup
100
S1
0 "epsi
*oca*ola
#humsup
2*,URE 9? 9?
+r#et Demnd of Softdrin# / Co" 1
#humsup 2-C
"epsi 3C
"epsi *oca*ola #humsup
*oca*ola 3>C
Sample si$e shows the comparison between the market demands of each of cola
drink. "epsi is on the top, shares the demand of 3C from the market. *oca*ola seconds with the shares of the demand of 3C from the market beating #humps up with the remaining 2-C
2*,URE 9I 9I +r#et Demnd of Softdrin# / Ornge 1
20 2:0 6anta, 2:5
2>0 2=0
irinda;, 2=0 S1
250 2-0 irinda;
6anta
2*,URE 9H 9H +r#et Demnd of Softdrin# / Ornge 1
irinda; -:C 6anta 52C
Sample si$e shows the comparison between the market demands of each of ;range
drink.
irinda and 6anta are almost head to head with -:C and 52C market demand.
#hough 6anta is having -C more share than irinda ;range.
2*,URE :F :F +r#et Demnd of Softdrin# / 'emon 1
Sprite C
> Jp 5C
irinda@ 2>C
ountain 9ew 2:C @imca 31C
2*,URE :9 :9 +r#et Demnd of Softdrin# / 'emon 1
1000 800 600 400
@imca, :=5 ountain 9ew, irinda@, >35 >>0 Sprite, 235 > Jp, 123
200
0
irinda@
@imca
ountain 9ew
Sprite
S1
> Jp
Sample si$e shows the comparison between the market demands of each of @emon
drinks available in the market
@imca in the lemon flavour with the market demand share of 31C is beating all the
giants.
"epsi
demand share of 55C are competing with the @imca.
#he new entrant to the market, ountain 9ew is gaining the market share more
dynamically than its competitor brands.
Sprite and > up are lacking behind with /ust the share of 1-C.
2*,URE :: :: +r#et Demnd of Soft drin# / +ngo 1
Slice, 300 300 25
a$$a, 20 Series 1
20 2:5 Slice
a$$a
2*,URE :; :; +r#et Demnd of Softdrin# / +ngo1
a$$a, 20 Slice, 300
Sample si$e shows the comparison between the market demands of each of ango
drinks available in the market Slice and a$$a is almost head to head with 52C and -:C market demand. #hough Slice is having -C more share than a$$a.
SUR6EY REPORT CONDUCTED .Y *ND*6*DUA' A,ENCY$8
2OR T0E +ONT0 APR*' +AY JUNE
+AR)S ;<-= ::-; ;F-9
*oca *ola ndia has been working on ('9 (ight 'ecution 9aily4 since 200=. n "atna (egion ('9 was introduced in 6' 200=. ('9 is an integration of Sales anagement M arketing 'ecution "lan. y this, company not only has been increasing its Sales M arket Shares but it also has proved as a media for the company to come closer to its *ustomers M Shoppers. #his case of *oca *ola *ompany is related to the "atna (egion where the company is the leader in the both the arket Shares M the Sales Nolume. )fter ('9 was introduced in "atna, the *ompany continuously tried to improve its ('9 Score *ard. ts ('9 Score *ard shown in )pril 200:, in "atna (egion especially 'hibition (oad, "irmohani, !oriatoli M Iew arket4 was 3-.5C )ppro4, which was not near to the Standard i.e. 50, fied for the month. #he Standard for the month ay was fied =0 by the Sales anagement for this (egion. ut the result was negative for this month i.e. 22.3Cappro4. #he ('9 Score declined by =3C in this month as it was fied by sales management. t put etra pressure on Sales 'ecution #eam to uplift this Score in the month of Oune. So, it was the challenge for the Sales 'ecution 6orce to regain its prestige but still they didn
On the bsis of Urge/“ Prefer +ore Often(1
OPERAT*N, ,ROUP$8 #he ;perating !roup of *oca*ola. #he map is segmented into *oca *ola ;perating !roupsQ )frica, 'urasia, 'uropean Jnion, @atin )merica, Iorth )merica, "acific, ottling nvestments. *ertain prior year amounts have been reclassified to conform to the current year presentation. 54 n 200>, *oca *ola adopted 6inancial )ccounting Standards oard 6)S4 nterpretation Io. -:, &)ccounting for Jncertainty in ncome #aes& and recorded an approimate R=5 million increase in accrued income taes in their consolidated balance sheet for unrecogni$ed ta benefits, which was accounted for as a cumulative effect ad/ustment to the Oanuary 1, 200> balance of reinvested earnings. =4 n 200=, *oca *ola adopted Statement of 6inancial )ccounting Standards S6)S4 Io.15:, &'mployersB )ccounting for 9efined enefit "ension and ;ther "ostretirement "lans an amendment of 6)S Statements Io. :>, ::, 10=, and 132(4.& >4 *oca *ola adopted 6)S Staff "osition 6S"4 Io. 102, &)ccounting and 9isclosure !uidance for the 6oreign 'arnings (epatriation "rovision within the )merican Oobs *reation )ct of 200-& in 200-. 6S" Io. 102 allowed the *ompany to record the ta epense associated with the repatriation of foreign earnings in 2005 when the previously unremitted foreign earnings were actually repatriated. :4 *oca *ola adopted 6)S nterpretation Io. -=(4, &*onsolidation of Nariable nterest 'ntities,& effective )pril 2, 200-.
DATA CO''ECT*ON AND RE'*A.*'*TY O2 DATA$8
6or this research work there is need of both "rimary M Secondary data. Dere have taken the "rimary data which was collected from the *ustomers. #he secondary data are those, which have already been collected by someone else for other purpose. #he data, which are secondary in the hands of one, may be primary for others. Dere the Secondary data is collected from the company
ANA'Y*N, T0E DATA$8 #he net step in the research process is to etract pertinent findings from the data. #he researcher tabulates the data and uses various financial tools to assess the financial soundness of the company. •
Reserch instrument$8
(esearcher used uestionnaire as his instrument for conducting the survey. •
Sm&"ing P"n
14 Sampling unit (etailers 24 Sampling procedure Simple (andom Sampling "rocedure.
•
Contct +ethod (esearcher personally contacted the retailers.
%here f Y 6eed ack Delp in *ontrolling the Sub System to %hich it is transmitted 4 6f Y 6eed 6orward serves the vital function of providing criteria for evaluation4
+AR)ET*N, STRATE,*ES$8
91 Coc8Co" s"es c"ub$8
#his club is for the retailers. n this approach retailers are given some points once in a month depending upon how they are using the display material provided by the company to them. #his material consists of 6ridges, 9"S oards, !low Sign oards, 9isplay ottles 500ml. 1lt. 2lt, *ommodity "acks, Stands, "osters etc. 9epending upon these points retailers are rewarded by certain gifts from the company. #he retailers are participating in these schemes curiously. ut few of the retailers found furious and angry because they had lost the points because of miscommunication or lack of guidance. #herefore they need some kind of guidance from the company. t would be a better idea that our salesman who are distributing the beverages to the retailers can be euipped by the appropriate training so that they can guide the retailers about how to use their display material to 100C of their strength and able to tell about the new schemes convincingly.
:1 Schemes$8
Dindustan everages ndia comes out with the schemes on their different products many times in a year. ost of these schemes are made to benefit the retailers. Some of the schemes are as followsQ
•
1 bottle of 2lt. free with one 2lt bottle pack.
•
1 bottle of 1lt. free with one 1lt bottle pack.
•
2 bottles of 500ml free with one 500ml bottle pack.
•
= bottles of +inley free with one pack of +inley.
#hese schemes keep on changing depending upon the stock. everages companies are giving these schemes despite of acute shortage of soft drink in every segment to meet the competition, to make sure the availability their brands and sometimes to satisfy and benefit the retailers and the end consumers.
;1 Ad!ertising$8
#hrough the consumers survey it has been proved that the #.N. commercials and sinages affect the consumer buying behaviour by approimately >0C. ay be only *ococola. is investing huge finances in the #.N. commercials and other sinages, big names of ndian fi lm industries and sports hero
•
"osters
•
9"S boards
•
!low Sign boards
•
9ate calendars
•
*inema hall tickets
•
(adio commercial
<1 Promotion through resturnts nd cinem h"" ho"dings$8
*ocacola is tying up with different chains of restaurants and fast food centers to promote the *ocacola and its other brands like @imca, Sprite, aa$a etc. these restaurants are authori$ed to keep and use the merchandising assets of "epsi. Jsually these kinds of restaurants and fast food chains are in contract with the "epsi *o., so that they cannot promote any other brand.
=1 +erchndising ssets$8 *oca*ola also try to promote their brands by providing their retailers and dealers some display items. Some of such items are as followsQ 9- 6ridges :- *oca*olaAa$$a stands ;- 9isplay bottles 4. "osters
*oca*ola provide the above things to the retailers to use them in promoting companies brands and products, and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the *oca*ola
>1 Strengthen distribution net%or# nd &romotions through %ord of mouth through s"es mn$8
Jnlike the rival brand "epsi, *oca*ola co.. asically depends upon its sales man for promoting and launching the new as well as old brands because instead of doing the business through dealer
*NTRODUCT*ON O2 REPORT$8 'very year with the start of summers in ndia the real race to uench the thirst of the consumers begins in the soft drink beverages industry. 'very year millions participate in it, either in the hot sun or sitting at home watching their, sipping the soft drink and watching the newly launched advertisements. 'ime n "emoni 'imc$8
Soft drinks manufacturers in ndia face a number of ma/or problems, such as distribution difficulties.
)ccess to the 500,000 villages is limited due to the poor road network.
nconsistent ta policies, the prevalence of duplicates, hefty packaging costs and ndiaBs seasonal nature are other factors holding back growth. 9uring Iew Kear the two of the largest soft drink giants in ndia "epsi and *oca*ola start eperiments with products, packages, flavors and prices in an effort to boost their market share. 6or this the biggies make huge investments in terms of advertising, setting up new and more productive and moderni$ed plants, improving the distribution network to get better reach to the end consumer. ;ne of the areas where these companies are making huge investments is merchandising. #his is the area where companies try to get the maimum display in the consumer
Under the Acti!tion3 the ttention is gi!en to ensure the fo""o%ing &oints t the &urchse &oint$ 8
"rices of D**"@ products communicated in a clear M visible manner.
9"SA6le oardA!low Sign oard, 6lange, or (oad Standee, at least 1, should be in a proper condition.
)riel obile Danger with at least - mobiles displayed at stores front in *onvenience
Stores.
;A9rinking Shot *ommunication present at each store.
#able #op display unitADanging (ack, at least 1 should be pure M should be at least 50C charged in *onvenience Stores.
Self 9isplay (ack in which minimum : facings of any "'# displayed M visible in !rocery.
(ack should be pure M should be at least 50C full in !rocery.
*ombo *ommunication should be present in 'M9.
randed enu *ards with +; cola4 everages enu at least 5 enu *ards4Aenu oard at least 14 with +; beverages listing.
OR,AN*AT*ONA' STRUCTURE Q Coc Co" in *ndi
S4OT ANA'YS*S
>- S4OT ANA'YS*S
STREN,T0S$8
*oca *ola competitive strengths include leading brands with a high level of consumer acceptance, a worldwide network of bottlers M distributors of company products, sophisticated marketing capabilitiesP M a talented group of dedicated associates.
*oke *ompany has a good market reputation and a strong distribution network.
*oke is having a multi brand strategy ad is looking for a great volume opportunity in ndia.
*oke is presently no. 1 player in ndian *arbonated soft drinks market.
*oke was born 11 year before "epsi in 1:>4 ad a century later still maintains that pioneering least.
"epsi and coke both have good brand image.
4EA)NESS$8
Sales of *oca *ola readytodrink nonalcoholic beverages are somewhat seasonal, with the second M third calendar uarters accounting for highest sales volumes. #he volume of sales in the beverages business may be affected by weather conditions.
*oke has less no. of retailers
@ess force it has less no. Dave owned bottling plant.
t has not planned for setting up of any new plants where their competitor has planned to set up several new plants.
OPPORTUN*TY$8
;ver the net several years Soft 9rinks ndustry
) rapidly growing market, which is epanding [ 205 every year.
t can take the market very well with the new investment of (s. 2-00 corers.
t can give a big /erk to its ma/or competitor "epsi it can increase its number of fountain to a si$eable amount.
ncreasing trend of cold drink of different brands.
T0REATS$8 *oca *ola *ompany competes in the nonalcoholic beverages segment of the commercial beverages industry. ased on internally available data M a variety of industry sources, *oca *ola believe that in 200>, worldwide sales of *ompany products accounted for approimately 10C of total worldwide sales of nonalcoholic beverages products. #he nonalcoholic beverages segment of the commercial beverages industry is highly competitive, consisting of numerous firms.
t has a continuous threat from "epsi as well as various other local soft drinks.
*oke has a ma/or market than "epsi between the teenager as well as the student due to advertisement of world cup cricket.
) large amount of epenses on the advertisement. #here is no proper policy of distributing the merchandising assets of the company to the retailers.
'*+*TAT*ON$8
9espite the possible efforts in conducting the research, there were some unavoidable situations, which limited the scope of the pro/ect. *onsidering the population, the sample taken for present study seems small and
hence further investigation may be reuired. #he sample taken for study was not of eual distribution so a comparative study
cannot be made. Some of the retailers were noncooperative in giving information, which hampered
the actual calculation. #ime available for research was very short so certain aspects have been overlooked. (etailers were hesitant to provide the complete information due to fear of misuse of
information. (espondents may sometimes misinterpret the uestions, leading to a different
answer .
CONC'US*ON
?- CONC'US*ON
)fter conducting the research, (esearcher found that there are two categories of retailers. #he first one is of those retailers, which /ust want to increase their assets, for them the sale doesn
#here is a reuirement of the company professionals to visit these retailers continuously. So, that they can understand the market.
•
Suggest changes accordingly. 9espite of this, salesman and other company professionals who visit these retailers must not do the false promises. 9ue to this retailers loose their confidence in the company.
•
#here is also the need of the transparent schemes and marketing mi that the retailers can understand more properly.
•
ut all these services can be delivered when a company retain its customers and biggest loophole in retaining customer for arket. )nd market is the foremost thing that customer wants.
•
#his case of *oca *ola *ompany is related to the "atna (egion where the company is the leader in the both the arket Shares M the Sales Nolume. )fter ('9 was introduced in "atna, the *ompany continuously tried to improve its ('9 Score *ard.
•
ost of the respondents prefer to take the beverage on the basis of taste.
•
;ut of the whole lot of the *oca *ola products most of the people prefer to take aa$a in @arge uantities.
•
a/ority of the people know the beverages of *oca *ola thru advertisements.
•
t is heartening to notice that the availability of the *oca *ola "roduct is ecellent.
•
#he *oca *ola products are always found in its optimum condition in which it is epected to be.
•
t has come to my notice that most of the customers are unsatisfied with the price of the beverages.
•
)lmost all the respondents take the beverages on the basis of personal /udgment.
•
)lso it is good to observe that most of the people are aware of the promotional schemes offered by the *ompany.
•
•
)ll the products in the Nisicooler are kept in a systematic way*@;O4. t has been observed that most of the people visuali$e the activation boards properly in front of the ;utlets.
RECO++ENDAT*ONS K SU,,EST*ON
I- RECO++ENDAT*ONS K SU,,EST*ONS
1.
*ompany should do something to meet its demand in the market. ecause there is an acute shortage of *oca*ola 2@ts party pack and tin pack because of the shortage, *oca *ola is not only loosing the present market share but also providing way to the rivals. 6or this either plant si$e can be epanded or some more production euipments can be installed.
2.
Since the market capacity is huge salesman needs time at every retailer to satisfy him and tell him about the different products, packaging, schemes etc. it
3.
Sometimes salesman for different routes keeps on changing very freuently in a very short period4. #his should be prohibited because every sales man needs time to get ad/usted to a particular route and even to know all the shops on the route.
-.
Salesman is working for 15 to 1= hours regularly during the peak season at very low reimbursement, which may sometimes kill his interest. #herefore there is a need of fiing up his working hours. 9elivery van should be ready when he comes into the depot in the morning. #here should be different labour for shipping or deshipping the delivery vans.
5.
*ompany professions must not make the false promises about the merchandising assets with the retailers. #hese retailers must get the proper information and guidance about the company policies on the merchandising assets. So that there must be no frustration generated.
=.
#hough the !S
>.
Schemes should be transparent and made clear to the retailers.
:.
)s maimum number of retailers are selling around 3 to 5 crates daily. ;ur schemes should be revolving around this percentage only. )nd while formatting the different schemes this should be kept in mind.
.
6or this salesman can be provided with some kind of guidanceA training, so that they can clear the ueries of the customers about the different schemesA proposals
10.
(etailer benefit schemes, which the company launches time by time during the whole year, must be made clear to all the retailers.
11.
*ustomers can be informed about the schemes through the broachers.
12.
roachers can be distributed to all the retailers for the schemes that are being launched once in a year. )nd for the daily schemes which get change on daily bases and which depends on the stock availability providing details about the dayBs schemesA after a paperA pamphlet on different products can be sticked to the delivery van signed by the )S or anybody authori$ed. So that every retailer if neededA reuired can verify himself about the daily schemes.
13.
*ompany professionals should visit the field more regularly and they must try to visit every retailer at least once in a month.
1-.
) proper trust and relationship building process is reuired with the retailers, which need to be worked on.
15.
)bove figures shows the market demand comparison between the different products of all the flavors available in the market. %hich show that we can gain market share through *oca*ola
1=.
)bove figures shows the market demand comparison between the different packs available in the market. %hich show that we can gain market share through concentrating more on 2@t. and 200ml. pickings. So we should concentrate more in completing the market
demand of these packing
1>.
;ther products and packing like Sprite and 300 ml. %hose demand is going down reuire proper attention and strategy.
1:.
ost of the respondents wants to increase the flavours of the *oca *ola oni$ed beverages as they have been consuming the same flavor over a period of time.
1.
"romotion and promotional schemes need to be propagated in the rural areas so as to tap the unsaid and unclaimed potential of the rural life and habitat.
20.
%ell, would advise the *ompany to reduce the price affied to each and very of beverages so that all the classes and categories of the people can have the pleasure of drinking the *oca *ola product.
APPEND*5
H- APPEND*5
Nme of the S0OP QQQQQQQQQQQQQQ Te" No-QQQQQQQQQQQQQQQQQQ ADDRESS QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ
9 OUT O2 COCA8CO'A AND PEPS* .E6ERA,ES *ND*A '*+*TED 40OSE ,S. DO YOU 0A6E *;*)*;@) * ;#D 9 I;I' a. "'"S RAN)*N,
1
ACCORD*N, TO 6*S*.*'*TY
2
3
: OUT O2 COCA8CO'A AND PEPS* .E6ERA,ES *ND*A '*+*TED 40OSE DPS .OARD DO YOU 0A6E a. "'"S *;*)*;@) * ;#D 9 I;I' RAN)*N,
1
ACCORD*N, TO 6*S*.*'*TY
2
3
; OUT O2 COCA8CO'A AND PEPS* .E6ERA,ES *ND*A '*+*TED 40OSE RE2R*,ERATOR a. "'"S *;*)*;@) * ;#D 9 I;I' RAN)*N,
1 <
DO YOU 0A6E
ACCORD*N, TO 6*S*.*'*TY
2
3
0O4 +ANY .OTT'ES O2 COCA8CO'A DO YOU 0A6E *N YOUR 2R*D,E
*;*)*;@) \\\\\\\\\\\\\\\\\\ #;#)@ \\\\\\\\\\\\\\\\
5
40AT ARE T0E REASONS STREN,T0
T0AT YOU ARE NOT US*N, T0E RE2R*,ERATOR G *CE .O5 TO *TS 2U''
'"#K "(;@' E F * . (('!J@)(#K ;6 #D' S )@'S)I E
).SD;(#)!'
E F
.
F
9.
;#D'(
E F
> APPRO5*+ATE'Y 0O4 +ANY CRATES DO YOU SA'E . 35 E F *. =10 E F a. 0.52 E F
7
9.
;(' #D)I 10 E F
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