A BRIEF STUDY ON
Hindustan Coca-Cola Beverages Pvt. Ltd., Patna
2009-2011 SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE MBA DEGREE FROM :-
B. S. Anangpuria Institute of Technology & Management Faridabad-121 004 (Haryana) SUBMITTED TO
SUBMITTED BY
Controller of Examination
RUPESH KUMAR
M.D University,
M.B.A (3rd sem)
Rohtak
09/MBA/048
PREFACE With open and economically liberalized policies, the Indian economy has taken a turn around for the betterment. The post liberalization age era has witnessed the emergence of free enterprise and manufacturers are coming up to participate in the liberalization boom. This has resulted in stiff competition than ever before.
There are several changes in the competitive and structural character of soft drink market in the last few years. Seller's market has turned in to buyer's market. This has thrown up enormous challenge in entire gamut of marketing. New companies are having with each other to draw the attention to special quality and special feature of their brand. At times price exists and prices are quoted for below the normal level. It is in this context, that there is acute need to evolve innovation and dynamic marketing strategies in the areas of price, distribution, sales promotion etc.
The channel of distribution means the product will have to reach to the customer throug through h a proper proper system. system. These These days days mostly mostly producer producerss don't don't have a link link direct directly ly with with the cust custom omer ers. s. Ther Theree is a long long chain chain syst system em avai availa labl ble. e. The The deci decisi sion on to choo choose se a syst system em of distribution for product is part of the marketing mix strategy of this firm in the dealing with its market market.. Since Since a decisi decision on is to be made made of the altern alternati ative ve availa available ble market marketing ing struct structure ure of economy. It is important to gain importance of the part of this structure before we take the factors of distribution system. From cost point it is also important channel system has to be proper properly ly co-ordi co-ordinat natee with with other other market marketing ing decisio decision n like like product product range, range, decisi decision, on, pricin pricing, g, advertising and sales promotion etc.
Coca-Cola developed a new technique of sales promotion. This new technique is known as RED concept. In this concept the marketer concentrates and activates the outlets by RED RED Norm Norms. s. In this this tech techni niqu quee the the mark market eter er cons consid ider erss main mainly ly thes thesee thre threee poin points ts (i) (i) VISICOOLER (ii) AVAILABILITY (iii) ACTIVATION.
Coca-Coal is also a biggest soft drink producing company. If the channel system will be wrong the soft drink will not reach to customers on time and at actual rate. If there is a suitable link to the customer will get the foods, in time and it will kill the scope of black marketing.
ACKNOWLEDGEMENT
This project is a sincere attempt to carefully and systematically gather fact's about and eval evalua uate te the the RED RED of Hind Hindus usta tan n CocaCoca-Co Coal al Bever Beverage agess Pvt. Pvt. Ltd. Ltd. As a part part of the the cours coursee curriculum of Master of Business Administration (MBA) degree, from B.S. ANANGPURIA INSTITUTE OF TECHNOLOGY & MANAGEMENT, FARIDABAD (HARYANA) which is based on 8 week duration. For the completion of my project report many person directly or indirectly assisted me.
I am highly obliged to all staff of the training department where I was placed for my training for their full co-operation in spite of their busy schedules.
In my project report I have written every thing on the basis of information provided by the authority after carrying necessary market survey during my training.
At last last,, I than thank k all all my frie friends nds who have have help helped ed me dire direct ctly ly or indi indire rect ctly ly in the the preparation of this project.
(Rupesh Kumar)
CONTENTS
1.
INTRODUCTION OF THE COMPANY
History of Organisation Historical Background History of Soft Drink in India 2.
INTRODUCTION OF THE TOPIC PRE SALE CONCEPT (A Theoretical Theoretical Aspect ) RED (Right Execution Daily)
Introduction of RED Classifications of RED Outlets RED Scoring Chart 3.
Research Methodology Objective of the study Scope of the study Methodology used in the study Limitation of the study
4.
DATA COLLECTION & ANALYSIS
5.
Importance and Relevance of the study
6 .
CON CONCLUS CLUSIO ION, N, SUGGE UGGEST STIO ION, N, BIBLI IBLIO OGRA GRAPHY PHY
7.
QUESTIONNAIRE
CHAPTER — 1
INTRODUCTION OF THE COMPANY
HISTORY OF ORGANISATION Coca-Cola began to lay plans to seek government approval for its entry over the objections of both both domest domestic ic soft soft drink drink compani companies es and anti-m anti-mult ultina inatio tional nal legisl legislato ators. rs. Coca-Co Coca-Cola la saw the solution to lie in making an offer that the Indian government would find hard to refuse. CocaCola offered to help India export some of its agricultural product in a volume that would more than cover the cost of importing soft drink concentrate. Coca-Cola also promised to focus considerable selling effort on rural areas to help there economic development. Coca-Cola offered to transfer food processing, processing, packaging and water treatment treatment technology to India. India. Clearly, Clearly, CocaCola strategy was to bundle a set of benefits that would win the support of various interest groups in India.
Thus, Coca-Cola marketing problems went beyond the normal four P's of operating effectively in a market to enter India a six P's marketing problem, with politics and public opinion constitution the two additional P's.
When Coca-Cola returned back to India with a slogan of "Old Wave Have Come Again", joining the hand with Parle Export (Pvt.) Ltd. The Coca-Cola tried their best to regain prestige which it had before. The Hindustan Coca-Cola Beverages Pvt. Ltd. of Patna, Bihar on lease for 20 years in 1997-98. The first product lunched by Hindustan Coca-Cola Beverages Pvt. Ltd. of Patna was Coca-Cola and after that all the remaining products came in the Bihar Market.
HISTORICAL BACKGROUND
A soft drink is a non-alcoholic beverage. It is artificially flavoured contains no fruit juice or pulp.
The first brand soft drink Gold Spot launched 55 years ago. Empowering Coca-Cola entered the country to dominate the scene, much later.
The history of soft drink in India is quite old. Down the ages people consumed soft drink to give them a refreshing feeling. It was mostly consumed in first form of "Jal Jeera" lassi etc. Gold Spot is considered considered as first first branded soft drink in India. India. It was introduced in India in 1965. Coca-Cola made a very good beginning and dominated dominated the whole market. market. It faced no enhance enhance competition competition from the domestic market.
Pure drink was marketing Coca-Cola product till 1977. If found itself burdened with their well equipped bottling plants and a distribution network, all going to be at no use after the exit of Coca-Cola. It tooks them a year to develop a new formula to survive and they gradually came up with their own products named above.
In 1988 when Late Sri Rajeev Gandhi Govt. granted permission to multinational company to enter Indian market. Then on 4th March 1990, Pepsi enter and then in 1993 the Coca-Cola was launched in Agra again with w ith a slogan of "OLD WAVE HAVE COME AGAIN" joining the hand with Parle Export (Pvt.) Ltd. The Coca-Cola is trying their best to regain prestige which it has before. Now a day most of the companies could not compete with them and their product disappeared. In present only Coca-Cola and Pepsi Food are giving tough competition to each other. Though the companies with Tetra pack are also present in the market but they have less Marketing Share.
HISTORY OF SOFT DRINK IN INDIA
Quenching a consumer thirst is the basic purpose which soft drink seems to serve. In the post immemorial, people used to quench his thirst by taking water. But the down of civilization show people becoming more and more affluent and advanced and there was felt a need for more sophisticated means of thrust, which gave birth to the modern soft drink.
The development 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".
The Gluco-Cola is said to be first soft drink introduced in India (Mumbai) during first part of 40's since Glucose Biscuit was popular biscuit than in Mumbai so a Cola was lunched with the initial name "Gluco" from glucose.
Searching from the point of origin of India soft drink was first document "Gold-Spot" which introduced by "PARLE" during later 40's. Coca-Cola was the first foreign soft drink came in India in 1965. Coca-Cola made a very good beginning as soon dominated in the whole market. It faced no competition. The marketing people did not even required to advertise Coca-Cola. This extra ordinary success of soft drink could be attributed to following factors.
Absence of contemporary competitive brand.
Euphoric image built up in western countries proceeded the entry into Indian
market.
Indian are very found of nature of foreign goods, services etc. due to pro-longed
foreign rule.
CHAPTER — 2
INTRODUCTION OF THE TOPIC
PRE SALE CONCEPT- A THEORETICAL THEORETICAL ASPECT
Pre sale is a part of marketing strategies implemented by Coca Cola to promote RED concept. It is a new concept implemented in Bihar and is still in experimental stage. Pre Sale Concept itself defines its meaning, It means simply taking orders before fulfilling the demand. It is just opposite to the traditional manner in which the order was used to be taken hand to hand with the stock in the carrier standing in front of the dealer or seller.
The importance of pre sale is that as orders are taken before hand so the supply chain can be organized properly so that not a single counter is left as there is less availability of material in the carriage van as the order is placed before hand . As in the traditional manner the quantity of the material which a carriage van could carry was almost supplied to the counter irrespective of demand . The major quantity quantity of products were exhausted in counters on main roads only where the van used to reach first others used to have no stock so the other companies used to take advantage of it.
Pre Sale concept is a part of marketing strategy implemented by Coca Cola to Promote RED conc concept ept and and chan channel nelis isee the the dist distri ribut butio ion n syst system em so that that the the the the suppl supply y and and demand demand is in euqillibrium. So we need to understand what is market strategy first of all. A marketing strategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to
successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service." Marketing strategies serve as the fundamental underpinning of marketing plans designed to
reach marketing objectives. It is important that these objectives have measurable results. A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently. One used the following techniques to to device the Marketing Strategy for the product/service: Segmentation Targeting Positioning
Segmentaion:
Market segmentation segmentation is the process in marketing of grouping a market (i.e. customers) into
smaller subgroups. This is not something that is arbitrarily imposed on society society:: it is derived from the recognition that the total market is often made up of submarkets (called 'segments'). These segments are homogeneous within (i.e. people in the segment are similar to each other in their attitudes about about certai certain n variab variables les). ). Becaus Becausee of this this intraintra-gro group up simil similari arity, ty, they they are likely likely to respond somewhat similarly to a given marketing strategy. strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way.
Market segmentation is widely defined as being a complex process consisting in two main phases: - identification of broad, large markets - segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly. Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as "all teenagers are rebels", "all elderly women buy the same cosmetics brands" and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity. Identify and name the broad market
You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited. The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you. Identify and make an inventory of potential customers' needs
This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session. What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better. Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what cou ld possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market.
Formulate narrower markets
Try to form sub-markets around what you would call your "typical customer", customer", then aggregate similar people into this segment, on the cond ition to be able to satisfy their needs using the same Marketing mix. Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form – a further step will ask you to name them. There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on. Identify the determining dimensions Carefully review the list resulted form the previous step.
You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power. Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions. Name possible segment markets You have identified the determining dimensions of your
market segments, now review them one by one and give them an appropriate name. A good way of naming these markets is to rely on the most important determining dimension. Evaluate the behavior of market segments
Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar have similar needs, needs, they're still different needs: different needs: understanding the difference and acting upon u pon it is the key to achieve success using competitive offerings.
Estimate the size of each market segment
Each segment identified, named and studied during the previous stages should finally be given an estimate size, even ev en if, for lack of data, it is only a rough estimate.
Positioning
Simply, positioning is how your target market defines you in relation to your competitors. A good position is: 1. What makes you unique 2. This is considered a benefit by your target market Both of these conditions are necessary necessary for a good positioning. positioning. So what if you are are the only redhaired singer who only knows how to play a G minor minor chord? Does your target market consider this a good thing? Positioning is important because you are competing with all the noise out there competing for your potential fans attention. attention. If you can stand out with a unique benefit, you have a chance at getting their attention. It is important to understand your product from the customers point o f view relative to the competition. Environment
In order to begin positioning a product, two questions need to be answered: 1.What is our marketing environment? 2.What is our competitive advantage? The marketing environment is the external environment. Some things to consider:
•
How is the market now satisfying the need your software satisfies?
•
What are the switching costs for potential users for your market?
•
What are the positions of the competition?
The competitive advantage is an internal question. What do you have that gives you advantage over your competitors. Some things to consider:
•
Is your company small and flexibility?
•
Do you offer low cost and high quality?
•
Does your product offer unique benefits?
•
Are you the first on the market with this product (First mover advantage)?
Positioning Strategies
There are seven positioning strategies that can b e pursued: Product Attributes: What are the specific product attributes? Benefits: What are the benefits to the customers? Usage Occasions: When / how can the product be used? Users: Identify a class of users. Against a Competitor: Positioned directly against a competitor. Away from a Competitor: Positioned away from competitor. Product Classes: Compared to different classes of products. Targeting:
Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments.
INTRODUCTION TO RED
RED i.e. R ight ight Execution Daily is a platform of Coca-Cola by which its products as well as outlets interact with customer and makes a bond with each other.
RED is a special designed program in which Coca-Cola give some assets to its retailer by which the retail outlet automatically interact with the customers. In RED concept Coca-Cola provide each and every thing to his retailer which is essential to know anyone that Coca-Cola product is sold here.
In RED programe assets which are given to outlets are: 1: VISICOOLER RED OUTLETS
Diamond Gold Silver
E&D LOW/MEDIUM INCOME
9/20 cs 7/9 cs 4/7 cs
GROCERY HIGH INCOME
20/30 cs 9/20 cs 7 cs
LOW/MEDIUM INCOME
9/20 cs 7/9 cs 4/7 cs
HIGH INCOME
20/30 cs 9/20 cs 7 cs
2: COMBO COMMUNICATION 3: COMBO STANDEE 4: COMBO WALL HANGING 5: MENU BOARD WITH COMBO COMMUNICATION 6: BRANDED TABLE MATS 7: BRANDED MENU CARDS 8: TABLE TOP VINYLS
CONVENIENCE LOW/MEDIUM INCOME
20/30 cs 9/20 cs 7 cs
HIGH INCOME
9/20 cs 7/9 cs 4/7 cs
9: FLANGE 10: ROAD STANDEE 11: GLOW SIGN BOARD 12: TABLE TOP DISPLAY 13: HANGING RACK 14: DPS FLEX BOARD 15: AERIAL MOBILE HANGER 16: DISPLAY RACK SELF DISPLAY
Coca-Cola set some rules for RED outlets which are as : 1. Visicoole Visicoolerr will be placed placed on the Prime Prime Position Position 2. Always Always visi visicoo cooler ler will will be be 100% 100% pure f ollows: 3. Brand Order will be maintained in Visicooler which is as follows: o
Cola
:
Thumps Up/Coca-Cola
o
Lime
:
Sprite/Limca
o
Orange
:
Fanta
o
Juice
:
Mazza
o
Nimu Fresh:
Nimu Fresh
o
Dite Coke
Dite Coke
CLASSIFICATION OF RED OUTLET
In RED programe, selection of any RED outlet depends on three factor 1. CHANNEL 2. INCOME 3. VOLUME
By CHANNEL outlets are divided in three parts
E & D outlets
CONVENIENCE outlets
GROCERY outlets
By INCOME outlets are divided in three parts
HIGH INCOME outlets
MEDIUM INCOME outlets
LOW INCOME outlets
By VOLUME outlets are divided in four parts
outlet etss (W (Who ho sell sell 800+ Crt) DIMOND outl
GOLD outlets
(Who sell 500-800 Crt)
SILVER outlets
(Who sell 200-500 Crt)
outlet etss (W (Who ho sell sell below 200 Crt) BRONZE outl
Evolution of RED: 2006-2007-2008-2009 Introduction of RED (Right Execution Daily) Started with segmentation in 3 x3 = 9 clusters and RED Standard for each of these 9 clusters
Initially Income Class Based on consumption occasion
Variable was Not used for
Eating & Drinking
Outlet Segmentatin to keep
Grocery
Annual KO VPO Diamond > 800 cs Gold : 500-799 cs Silver : 200-499 cs Bronze : <200 cs
Convenience
simplicity in RED standard
Diamond
Gold
High/Medium
Income level of locality Low
Silver
Bronze
RED 2010 standard : Bonus and penalty Points
Bonu s Points Availability of chilled brand Coke : 5 Bonus To be continued throughout the year
6 00ml inside the visi- cooler Min 1facing of RGB and 600ml RGB and 4 bottles of mobile per facing Min 6 bottles of RGB
Promotion/NPD Activation : 5 Bonus Points Promotion/NPD activation of the month would be annou nced on monthly
basis Only standardized elements/display will qualify (to be comn by Trade
Mktg-Team) All pertaining communication artworks to be circulated by trade mktg.
team
In case cooler Purity is less than 50% for consecutive 2month,5 penalty Points would be deducted from the month’s overall RED Score Applicable at ALLEVELS
RED Norms 2010 Modifications in availability and activation standards to drive segmented to drive segmented execution
Salient Modifications in Availability standards
•
o
Weightage increased from 50% to 60%, except in E&D-2 channel
o
One RGB strategy : 300ml in E&D-2, 200ml in other channels
o
Fridge Pack and Xpress Pack are included in availability norm
o
Focus on Chilled facing of RGB pack of Lead Cola, Lead Flavor and Maaza
o
Bonus points for Chilled Coke availability
Activation standards simplified o
Simplified and weightage reduced from 20% to 15% except in E&D-2 channel
o
In E&D-2, weightage increased to 25% to focus on driving incidence
RED Norms 2010 •
•
Modifications in segmentation and visi-cooler ; answer to evolving BPPC Outlet segmentation model redefined o
Inco Income me Clas Classs vari variab able le is intr introd oduc uced ed as thir third d dime dimens nsio ion n of segmentation model
o
2 sub segments of income class : High+Med clubbed, and Low
o
4 channels X4 VPO Classes X2 Income Classes = 32 clusters of outlets
•
Key Changes in Visi Cooler Stancards o
Weightage reduced from 30% to 20%
o
Additional Still-Cooler is mandatory in all Hi-Med IC Diamond outlets (except E&D-2)
o
For Hi-Med IC, Gold POI (except E&D-2),cooler standard is increased to 15 caser
o
Working cooler is a qualifying requirement besides having cooler present
o
Impure Cooler attracts Penalty Points
Target marketing can be the key to a small business’s success. The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and/or services easier and more cost-effective. Target marketing provides a focus to all of your marketing activities. So if, for instance, I open a catering business offering catering services in the client’s home, instead of advertising with a newspaper insert that goes out to everyone, I could target my market with a direct mail campaign that went only to particular residents. While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of the most common types are: •
Geographic segmentation – based on location such as home addresses;
•
Demographic segmentation – based on measurable statistics, such as age or income;
•
Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers.
So from the above it is clear that what all things have to be kept in mind before making a market strategy. Pre sale concept has been made keeping all the above discussed factors in mind .
Diamond
Q.n o Is a coca-cola cooler present? If ans is no skip 2-8. 2 Is the cooler as per standard? Is the visicooler in the prime 3 position? Is the visicooler in a working 4 condition? 5 Is the visicooler light working? 6 Is the cooler 100% pure? Is the cooler brand-order 7 compliant? TOTAL 8 CSD 300 ML (Cola+3) CSD mobile PET 500/600 ML 9 (Cola+3) 10 Mazza RGB (200-250 ML) 11 Mazza TP 200 ML available 12 Mazza Mobile 600 ML 13 Mazza PET 1.2 ltr. 14 Can (Diet Coke+1) 15 Large PET 1.5/2 Ltr (Cola+2) TOTAL E&D Combo communication combo 16 standee/wall hanging/menu board with combo communication Branded table mats/Menu 17 cards/table top vinyls. Flange, Road Standee or glow 18 Sign Board Grocery Display rach.3 tier rack with 19 header Is the rack pure and charged (50% 20 full) Shelf display min & 8 facing of 21 any pet display and visible Convenience Table top display unit/hanging 22 rack (atleast 1, pure & 50% charged) DPS/Flex Board, Glow Sign 23 board, Flange or road standee (atleast 1 or the above) Aerial Mobile hanger (With 24 atleast 4 mobile display at store front) ALL Channels Are price of HCCBPL products 25 communicated in clear & visible manner TOTAL
E&D
Grocery
Convenance
4
4
4
10
10
10
3
3
3
2 10
2 10
2 10
6
6
6
35 14
35
35 14
13
16
13
1
VISICOOLER
AVAILABILITY
ACTIVATION
GRAND TOTAL
4 2 3
4 4
4 40
4 2 3 4
16 40
40
10 5 5
5 10 5
10
5
5
5
5
5
25 100
25 100
25 100
Gold
Q.n o Is a coca-cola cooler present? If ans is no skip 2-8. 2 Is the cooler as per standard? Is the visicooler in the prime 3 position? Is the visicooler in a working 4 condition? 5 Is the visicooler light working? 6 Is the cooler 100% pure? Is the cooler brand-order 7 compliant? TOTAL 8 CSD 300 ML (Cola+3) CSD mobile PET 500/600 ML 9 (Cola+3) 10 Mazza RGB (200-250 ML) 11 Mazza TP 200 ML available 12 Mazza Mobile 600 ML 13 Mazza PET 1.2 ltr. 14 Can (Diet Coke+1) 15 Large PET 1.5/2 Ltr (Cola+2) TOTAL E&D Combo communication combo 16 standee/wall hanging/menu board with combo communication Branded table mats/Menu 17 cards/table top vinyls. Flange, Road Standee or glow 18 Sign Board Grocery Display rack 3 tier rack with 19 header Is the rack pure and charged (50% 20 full) Shelf display min & 8 facing of 21 any pet display and visible Convenience Table top display unit/hanging 22 rack (atleast 1, pure & 50% charged) DPS/Flex Board, Glow Sign 23 board, Flange or road standee (atleast 1 or the above) Aerial Mobile hanger (With 24 atleast 4 mobile display at store front) ALL Channels Are price of HCCBPL products 25 communicated in clear & visible manner TOTAL
E&D
Grocery
Convenance
4
4
4
10
10
10
3
3
3
2 10
2 10
2 10
6
6
6
35 14
35
35 14
13
16
13
1
VISICOOLER
AVAILABILITY
ACTIVATION
GRAND TOTAL
4 2 3
4 4
4 40
4 2 3 4
16 40
40
10 5 5
5 10 5
10
5
5
5
5
5
25 100
25 100
25 100
Silver
Q.n o Is a coca-cola cooler present? If ans is no skip 2-8. 2 Is the cooler as per standard? Is the visicooler in the prime 3 position? Is the visicooler in a working 4 condition? 5 Is the visicooler light working? 6 Is the cooler 100% pure? Is the cooler brand-order 7 compliant? TOTAL 8 CSD 300 ML (Cola+3) CSD mobile PET 500/600 ML 9 (Cola+3) 10 Mazza RGB (200-250 ML) 11 Mazza TP 200 ML available 12 Mazza Mobile 600 ML 13 Mazza PET 1.2 ltr. 14 Can (Diet Coke+1) 15 Large PET 1.5/2 Ltr (Cola+2) TOTAL E&D Combo communication combo 16 standee/wall hanging/menu board with combo communication Branded table mats/Menu 17 cards/table top vinyls. Flange, Road Standee or glow 18 Sign Board Grocery Display rack 3 tier rack with 19 header Is the rack pure and charged (50% 20 full) Shelf display min & 8 facing of 21 any pet display and visible Convenience Table top display unit/hanging 22 rack (atleast 1, pure & 50% charged) DPS/Flex Board, Glow Sign 23 board, Flange or road standee (atleast 1 or the above) Aerial Mobile hanger (With 24 atleast 4 mobile display at store front) ALL Channels Are price of HCCBPL products 25 communicated in clear & visible manner TOTAL
E&D
Grocery
Convenance
4
4
4
10
10
10
3
3
3
2 10
2 10
2 10
6
6
6
35 14
35
35 14
13
16
13
1
VISICOOLER
AVAILABILITY
ACTIVATION
GRAND TOTAL
4 2 3
4 4
4 40
4 2 3 4
16 40
40
10 5 5
5 10 5
10
5
5
5
5
5
25 100
25 100
25 100
RED 2010 standard: Cooler Score Card & Cooler Standard Total score reduced from 30 to 25
RED Norm for Visi-Cooler
High=Med / Low G S B Qualifying Question
D Is a Coca Cola Visi/Chest present and working? Is the Visi/Chest-Cooler as per standard? [ Still Cooler is mandatory in all H/MIC Diamond Outlets except E&D Type-2]
5
5
5
5
5
5
5
5
10
10
10
10
5
5
5
5
25
25
25
25
Is the Visi/Cooler in the prime position? Is the Visi/Chest-Cooler 100% pure? Is the visi/Cooler Brand & Shelf-order compliant? Sub Total
VPO Class-->
Cooler Standard 2010 Gold Silver
Diamond
Bronze
Income class
High + Med Low
High+ Med Low
Convenience
15
15
15
9
7
7
4
4
E&D Type 1
15
15
15
9
7
7
4
4
Grocery
15
15
15
9
7
7
4
4
E&D Type 2
15
15
9
9
7
7
4
4
• •
High+ Med L ow ow
High + Med L ow ow
Low Income Silver outlets can have 7 caser Rural coolers For outlets having more than than one cooler coolers size sparkling cooler cooler should be as per standard
RED Norms 2010 Modifications in availability and activation standards to drive segmented execution Salient Modifications in Availability standards
o
Weightage increased from 50% to60%, except in E&D-2 cannel
o
One RGB strategy : 300ml in E&D-2, 200ml in other channels
o
Fridge pack and Xpress Pack are included in availability norm
o
Focus on Chilled facing of RGB pack of Lead Cola, Lead Flavor and Maaza
o
Bonus points for Chilled Chilled Coke availability
Activation standards simplified o
Simplified and weightage weightage reduced for 20% to to 15% except in E&D-2 channel In E&D-2 weightage increased to 25% to focus on driving incidence
RED 2010 standard : Availability Score Card for E&D Type-1
Weightage on availability increased increased to 60% in this channel
RED Norm for Availability Low Inc Class
Channel : E&D Type-1 VPO-> D Sparkling Soft Drink (SSD) 200ml [Diamond/Gold(Cola+3)]; Silver/Bronze (Cola+2)-Min 6 bottles of each SKU Chilled
Hi+ Med Inc Class
G
S
B
20
2 0
26
30
Sparkling Soft Drink (SSD) Xpress 350ml [Diamond/Gold(Cola+2)]; Silver(Cola+1)-Min 6 bottles of each SKU Chilled
5
5
Sparkling Soft Drink (SSD) 600ml [Diamond(Cola+3)],Gold (Cola +2); Silver/Bronze (Cola+1)-Min 4 bottles of each SKU Chilled
14
1 4
14
Any Juice RGB (200 or 250 ml)Min 6 bottles
5
5
5
D
G
S
B
25
25
3 0
30
15
15
15
1 5
15
5
5
5
5
5
Juice Mobile [ Diamond / Gold (2 flavors); Silver/ Bronze (1 flavor)] Min 6 bottles of each SKU Chilled
5
5
5
Fridge Pack 1.25 ltr [Diamond (Cola+2), Silver (Cola+1) Min 4 bottles of each SKU Chilled if the VC size > =9 caser
4
4
2
2
Chilled Facings of RGB- Lead Cola, Flavor Flavor and Maaza Maaza (Min 3 facings of each in Diamond/ Gold, Min 2 facings of each in Silver /Bronze
5
5
5
Sub Total
60
6 0
60
5
5
5
5
5
5
5
60
60
5
5
5
5
5
5
60
6 0
60
Water Mobile 500 ml –Min 6 bottles Chilled
RED 2010 standard : Availability Score Card for E&D Type-2
Weightage on availability maintained at 50% 50% in this channel channel
RED Norm for Availability Inc Class Channel : E&D Type-1 VPO->
Hi+ Med
D
G
30
30
30
34
34
34
34
34
Any Juice RGB (200 or 250 ML)- Min 6 bottles Chilled
9
9
9
10
1 0
10
10
10
Water Mobile 500ml or PET 1ltr- Min 6 bottles Chilled
5
5
5
Chilled Facings of RGB- Lead Cola, 6 Flavor and Maaza (Min 3 facings of each in Diamond/ Gold,Min 2 facings of each in Silver/ Bronze)
6
6
6
6
6
6
6
5 0
5 0
5 0
50
5 0
50
50
50
Sparkling Soft Drink (SSD) 300ml RGB or, Fountain sups [Diamond (Cola+4), Gold (Cola +3) Silver/ Bronze (Cola +2)]- Min 6 bottles of each SKU Chilled
Sub Total
S
Low Inc Class
B
D
G
S
B
RED 2010 standard : Availability Score Card for Convenience
Weightage on availability increased to 60% 60% in this channel channel RED Norm for Availability Low Inc Class
Channel : E&D Type-1 VPO-> D Sparkling Soft Drink (SSD) 200ml [Diamond/Gold(Cola+3)]; Silver/Bronze (Cola+2)-Min 6 bottles of each SKU Chilled
Hi+ Med Inc Class
G
S
B
20
2 0
26
30
Sparkling Soft Drink (SSD) Xpress 350ml [Diamond/Gold(Cola+2)]; Silver(Cola+1)-Min 6 bottles of each SKU Chilled
5
5
Sparkling Soft Drink (SSD) 600ml [Diamond(Cola+3)],Gold (Cola +2); Silver/Bronze (Cola+1)-Min 4 bottles of each SKU Chilled
14
1 4
14
Any Juice RGB (200 or 250 ml)Min 6 bottles
5
5
5
D
G
S
B
25
25
3 0
30
15
15
15
1 5
15
5
5
5
5
5
Juice Mobile [ Diamond / Gold (2 flavors); Silver/ Bronze (1 flavor)] Min 6 bottles of each SKU Chilled
5
5
5
Fridge Pack 1.25 ltr [Diamond (Cola+2), Silver (Cola+1) Min 4 bottles of each SKU Chilled if the VC size > =9 caser
4
4
2
2
Chilled Facings of RGB- Lead Cola, Flavor Flavor and Maaza Maaza (Min 3 facings of each in Diamond/ Gold, Min 2 facings of each in Silver /Bronze
5
5
5
Sub Total
60
6 0
60
5
5
5
5
5
5
5
60
60
5
5
5
5
5
5
60
6 0
60
Water Mobile 500 ml –Min 6 bottles Chilled
CHAPTER — 3
RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY
Objective of the study is to fill the gap between theoretical and practical aspect of the Marketing Management. In this period student know how to apply the theoretical knowledge in a practical life of Marketing Management.
This study offers an opportunity to the student of management to develop the required skill and in sights for making the best use of experiment and judgment to practical life.
So, the main objective of my study was to know implications of Pre Sale concept of HINDUSTAN COCA-COLA BEVERAGES PVT. LTD., and various steps that can be taken for the betterment of the company. Various Pre Sale steps like Outlets classification, Visicooler, Availability, product brand order etc. The main objective objective of Pre Sale concept is to influence influence the sales promotion. There are some important objectives of this study : To know about the demand for soft drink in Muzaffarpur Market To determine the marketing strategy of soft drink. To determine the RED activities of HCCBPL. To analyse the impact of Pre Sale norms in sales. To increase the existing demand for the product.
Last and not the least the pre sale concept isbeing introduced in the market to focus on the proper channelisation of demand and supply equilibrium.
SCOPE OF THE STUDY
The main scope of this study is to ascertain the advantages of pre sale concept over the traditional method and to maintain the proper flow of products in the market. The methods include regular product information to the buyer's creating a brand position in the market and taking measures to make the brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the sales. During my six weeks training in the company, I had the privilege to asses their marketing programmes and there by sharpen my skills and also given management my humble suggestion.
METHODOLOGY USED IN THE STUDY
First First the the ques questi tion onna nair iree was was prep prepare ared d and and then then samp sample le was was coll collec ecte ted d from from 2 Distributors. and 60 retailers (consisting of semi wholesalers) with the help of questionnaire and personal interview.
List of 500 retailer (consisting of semi wholesalers) was preapared and divided into three categories. 1) High Income outlet 2) Medium Income Outlet 3) Low Income Outlet
Out off these three category 20 were randomly r andomly selected without any bias from each group to conduct the survey with the help of questionnaire prepared. Personal Observation and personal interview must be kept in mind while furnishing the questionnaire. Other information like the marketing plan various types of advertising figure, catego category ry
of visicool visicooler, er, RED outlet outlet name name were were collec collected ted by sales sales executiv executive, e,
Muzaffarpur.
Some Secondary data of Hindustan Coca -Cola Beverages Pvt. Ltd. were used in this study.
LIMITATION OF THE STUDY
Due to short time and other unavoidable reasons, a number of limitations came bef befor oree me in the the sour source ce of the the prep prepar arat atio ion n of the the repo report rt.. A few few impo import rtan antt limitations is as follows. More stress was given on primary data. It was difficult to collect the secondary data
from the organization.
Time factor was the most important limitation in preparing this report, the time
period for the training was too short to collect the require information
CHAPTER — 4
DATA COLLECTION & ANALYSIS
PRODUCTION PROCESS
High grade sugar is mixed with treated water to give simple syrup. Concentrate of required brand is than added and mixed with simple syrup to give syrup of the brand then carbonated water is mixed with it to give finish beverages.
BOTTLING PLANT
The bottling process is carried out with the help of a fully automated bottling plant. The detail functions of the different part of the bottling plant are given below.
WATER TREATMENT
Water is chemically treated to remove the bacteria and harm sang and graved filter removes all odours. Treated water is absolutely pure tasteless and odourless better than the best city drinking water any where.
SYRUP ROOM
Simp Simple le syrup syrup and and grou group p of requi require red d bran brand d is prep prepar ared ed in all all stai stainl nles esss stee steell equipment.
BOTTLE ROOM
Bottle washer and sterilized in best castic solution and rinsed r insed with treated water.
SYRUPER
Measured quantity of syrup of required brand is poured in to each bottle.
MIXER
Syrup of required brand carbonated water is poured into each bottle.
FILLER
Each quantity of carbonated water is poured into bottle.
CARBONATOR
Chilled treated water is brought into contact with purified carbon dioxide to make carbonate water.
CROWNER
Each bottle is crowned with a metal gap to protect the purity containers are cleaned by jets of water beginning to end the entire operation is untouched by human hands. When the bottles are sealed they are lifted to the line and hand placed in case. The bottling of the beverage in this plant is carried at the rate of 240 bottles per minute. So the producing capacity in 4800 cases (24 bottles each case) in the shift of 8 hours in a day.
Inspection points are located at all important stages of bottling process to safeguard the standard of quality and cleanliness. There is a quality control section under the production department which is headed by the plant chemist. The trained ways in quality control are follows:
The purity and normality of water is leasted.
The pressure of gas and temperature of filled up bottle are measured which should be accurate.
The sugar syrup is tested with the hydro meter to find out whether it is standard or not. Store section of production department is headed by store in charge who directly reports to the plant superintendent. This section is concerned with the storage of raw materials only. Inventory raw material is maintained for each month for inventory of raw material 10% extra stock is added in comparison with the consumption data of raw materials in the help of sales and production department calculated the month wise consumption of raw materials for the whole year. year. In the some month month manage managemen mentt makes makes an agree agreemen mentt with with the differ different ent outside suppliers to send their materials which is procured from the local market and purchased when required.
The store section maintains "Daily stock report and it is send to the Managi Managing ng Direct Director or every every day. day. Mainte Maintenan nance ce of "daily "daily stock stock report report"" helps helps the management in placing in inventory of raw materials. The production department does does not not own own ware wareho hous usin ing g faci facili liti ties es for for seal sealed ed bott bottle le is fille filled d by ship shippi ping ng department which is just beside the plant. The production reach its peak during the month of April to July. During this period it produces nearly 75% of its total annual production.
MARKET SHARE OF DIFFERENT FLAVOURS
40 35 30 25 20
Series1
15 10 5 0 Sprite
Thum Thumps ps up
Coca Cola
maaza
fanta
limca imca
Market share of Cola
OTHERS 20%
COCA COLA OTHERS
COCA COLA 80%
Market share of Orange
Mirinda 40%
Fanta Fanta 60%
Mirinda
Market share of Clear Lime
SEVEN UP 30% SPRITE SEVEN UP SPRITE 70%
Market share in Mango
60 50 40 30
Series1
20 10 0 Maaz Maaza a
Froo Frootti (Pet (Pet Jar)
Slice
Others
Organisation setup of Coca-Cola Industry
Company CEO
President sales/marketing
President Finance
Vice President
G. Manager
Sales. Manager
Area Sales Manager
Sales Excutive
Sales Officer
Rural Developer
Marketing Developer
President H.R.
CHAPTER 5
IMPORTANCE AND RELEVANCE OF THE STUDY
IMPORTANCE AND RELEVANCE OF THE STUDY Pre Sale concept is a new concept which is still in experimental stage in Muzaffarpur . Before implem implement enting ing it the company company has to look look for it advant advantage agess and disadv disadvant antage ages. s. The added advantages which it can give to the company against its competitors. whether alone it will be sufficient to channlise the market and gain position over its competitors. Or the company has to follow mix of pre sale concept with the traditional method in which the counters were asked for the orders while keeping the carriage van in front of them.
The study of pre sale concept is a vauge topic keeping keeping in mind the practical advantages advantages and its disadvantages. As marketing is not a theoretical part but it’s a practical part of any company’s strategy. Before implementing implementing it needs to be studied in detail.
Pre Sale Sale Concep Conceptt itself itself define definess its its meanin meaning, g, It means means simply simply taking taking orders orders before before fulfilling the demand. It is just opposite to the traditional manner in which the order was used to be taken hand to hand with the stock in the carrier standing in front of the dealer or seller.
The importance of pre sale is that as orders are taken before hand so the supply chain can be organized properly so that not a single counter is left as there is less availability of material in the carriage van as the order is placed before hand . As in the traditional manner the quantity of the material which a carriage van could carry was almost supplied to the counter irrespective of demand . The major quantity quantity of products were exhausted in counters on main roads only where the van used to reach first others used to have no stock so the other companies used to take advantage of it.
Even the right quantity quantity of different different flavours flavours could not be carried carried on the carriage carriage van according to the needs without the pre sale concept.
PRE SALE CONCEPT- A THEORETICAL THEORETICAL ASPECT
Pre sale is a part of marketing strategies implemented by Coca Cola to promote RED concept. It is a new concept implemented in Bihar and is still in experimental stage. Pre Sale Concept itself defines its meaning, It means simply taking orders before fulfilling the demand. It is just opposite to the traditional manner in which the order was used to be taken hand to hand with the stock in the carrier standing in front of the dealer or seller.
The importance of pre sale is that as orders are taken before hand so the supply chain can be organized properly so that not a single counter is left as there is less availability of material in the carriage van as the order is placed before hand . As in the traditional manner the quantity of the material which a carriage van could carry was almost supplied to the counter irrespective of demand . The major quantity quantity of products were exhausted in counters on main roads only where the van used to reach first others used to have no stock so the other companies used to take advantage of it.
Pre Sale concept is a part of marketing strategy implemented by Coca Cola to Promote RED conc concept ept and and chan channel nelis isee the the dist distri ribut butio ion n syst system em so that that the the the the suppl supply y and and demand demand is in euqillibrium. So we need to understand what is market strategy first of all. A marketing strategy serves as the foundation of a marketing plan. A marketing plan contains a list of specific actions required to successfully implement a specific marketing strategy. An example of marketing strategy is as follows: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organ organiz izati ation on will will sell sell addi additi tion onal al,, high higher er-m -mar argi gin n produ product ctss and and serv servic ices es that that enha enhance nce the the consumer's interaction with the low-cost product or service." Marketing strategies serve as the fundamental underpinning of marketing plans designed to
reach marketing objectives. It is important that these objectives have measurable results.
A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed. This allows the organization to carry out its mission effectively and efficiently. One used the following techniques to to device the Marketing Strategy for the product/service: Segmentation Targeting Positioning
Segmentaion:
Market segmentation segmentation is the process in marketing of grouping a market (i.e. customers) into
smaller subgroups. This is not something that is arbitrarily imposed on society society:: it is derived from the recognition that the total market is often made up of submarkets (called 'segments'). These segments are homogeneous within (i.e. people in the segment are similar to each other in their attitudes about about certai certain n variab variables les). ). Becaus Becausee of this this intraintra-gro group up simil similari arity, ty, they they are likely likely to respond somewhat similarly to a given marketing strategy. strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way.
Market segmentation is widely defined as being a complex process consisting in two main phases: - identification of broad, large markets - segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly. Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as "all teenagers are rebels", "all elderly women buy
the same cosmetics brands" and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity. Identify and name the broad market
You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited. The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you. Identify and make an inventory of potential customers' needs
This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session. What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better. Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what cou ld possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market. Formulate narrower markets
Try to form sub-markets around what you would call your "typical customer", customer", then aggregate similar people into this segment, on the cond ition to be able to satisfy their needs using the same Marketing mix. Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form – a further step will ask you to name them.
There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on. Identify the determining dimensions Carefully review the list resulted form the previous step.
You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power. Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions. Name possible segment markets You have identified the determining dimensions of your
market segments, now review them one by one and give them an appropriate name. A good way of naming these markets is to rely on the most important determining dimension. Evaluate the behavior of market segments
Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar have similar needs, needs, they're still different needs: different needs: understanding the difference and acting upon u pon it is the key to achieve success using competitive offerings. Estimate the size of each market segment
Each segment identified, named and studied during the previous stages should finally be given an estimate size, even if, for lack of data, it is only a rough estimate.
Positioning
Simply, positioning is how your target market defines you in relation to your competitors.
A good position is: 1. What makes you unique 2. This is considered a benefit by your target market Both of these conditions are necessary necessary for a good positioning. positioning. So what if you are are the only redhaired singer who only knows how to play a G minor minor chord? Does your target market consider this a good thing? Positioning is important because you are competing with all the noise out there competing for your potential fans attention. attention. If you can stand out with a unique benefit, you have a chance at getting their attention. It is important to understand your product from the customers point o f view relative to the competition. Environment
In order to begin positioning a product, two questions need to be answered: 1.What is our marketing environment? 2.What is our competitive advantage? The marketing environment is the external environment. Some things to consider:
•
How is the market now satisfying the need your software satisfies?
•
What are the switching costs for potential users for your market?
•
What are the positions of the competition?
The competitive advantage is an internal question. What do you have that gives you advantage over your competitors. Some things to consider:
•
Is your company small and flexibility?
•
Do you offer low cost and high quality?
•
Does your product offer unique benefits?
•
Are you the first on the market with this product (First mover advantage)?
Positioning Strategies
There are seven positioning strategies that can b e pursued: Product Attributes: What are the specific product attributes? Benefits: What are the benefits to the customers? Usage Occasions: When / how can the product be used? Users: Identify a class of users. Against a Competitor: Positioned directly against a competitor. Away from a Competitor: Positioned away from competitor. Product Classes: Compared to different classes of products. Targeting:
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key k ey segments. Target marketing can be the key to a small business’s success. The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and/or services easier and more cost-effective. Target marketing provides a focus to all of your marketing activities.
So if, for instance, I open a catering business offering catering services in the client’s home, instead of advertising with a newspaper insert that goes out to everyone, I could target my market with a direct mail campaign that went only to particular residents. While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of the most common types are: •
Geographic segmentation – based on location such as home addresses;
•
Demographic segmentation – based on measurable statistics, such as age or income;
•
Psychographic segmentation – based on lifestyle preferences, such as being urban dwellers or pet lovers.
So from the above it is clear that what all things have to be kept in mind before making a market strategy. Pre sale concept has been made keeping all the above discussed factors in mind .
Product logo of Coca-Cola
1)
2)
PULPY ORANGE
FANTA
THUMPS UP
LIMCA
SPRITE
KINLEY
GEORGIA GOLD NOT INTRODUCED IN MARKET
MAAZA
NIMU FRESH
COCA COLA
CHAPTER — 6
CONCLUSION, SUGGESTION & BIBLIOGRAPHY
CONCLUSION Pre sale concept is a new innovative and a calculative step to harness sales. It gives the comport for a comfortabl comfortablee flow of flavours required required in the market. So that no gap is left between the supply chain and demand chain. If there there lies a gap in demand and supply it gives the competitors a way to enter into the market or cut the sales of Coca cola. But only presale concept is not enough to be the leader in the market. It has to be adopted with the old traditional manner. i.e. it has to be a mix of pre sale and traditional concept. So that the company is in a position to enjoy advantages adva ntages of both the concepts.
As business people have recognized that marketing is vitally important to the success of any organization, a new philosophy of doing business has developed. Marketing has changed its concept concept of custom customer er satisf satisfact action ion.. Market Marketing ing emphas emphasize izess orient orientati ation on and coordi coordinat nation ion of marketing activities to achieve the organization desire objectives.
Marketin ting g is an Market Marketing ing deals deals with with identi identifyi fying ng and meetin meeting g human human and social social needs. needs. Marke organizational function and a set of processes for creating, communication and delivering value value to custom customers ers and for managin managing g custome customerr relation relationship shipss in ways ways that that bene benefit fit the organization and its stake holders.
Thus, in overall prospective keeping in view the fact of study, it can be stated that the marketing technique i.e. RED-Right Execution Daily, adopted by he Coca-Cola is very innovative in Indian market. The project reveals that RED has been successful launch for Coca-Cola. This is helping Coca-Cola in garnering a major chunk of market. Coca-Cola has certainly reached new heights and will be getting more fizz in the coming year.
SUGGESTIONS
The following suggestion may be taken into consideration for implementations whenever found suitable. It is hoped that these would further improve the distribution in particular and total operations in general.
Coca-Cola product is in demand. Hence, make them available on all over outlet. Maintain
interrupted supply during peak season/month. Company has to give something extra to retailer. Although Coca-Cola provided gift like
Key ring, Opener, Lighter etc., but it is not enough. Company should provide salesman gift like T-shirt, caps etc. Company should provide customers gift also. As: If should introduce buy one case get
two bottle free etc. Make can pack available for urban young generation on prominent outlet of town area. Sponsors tournament or event not only at national or international level but also at local
level. Give special attention on underutilized rural market.
BIBLIOGRAPHY
WEBSITES:
WWW.COCA-COLAINDIA.COM WWW.GOOGLE.COM WWW.EN.WIKIPEDIA.ORG
BOOKS:
MARKETING MANAGEMENT
- PHILIP KOTLER
RESEARCH METHODOLOGY
- R.S. KOTHARI
CHAPTER — 7
QUESTIONNAIRE
QUESTIONNAIRE (outlets) 1.
Name of the Outlet……………………………………..…… Address ……………………………………………………… Tel. No./ M. No. ……………………………………………. …………………………………………….
2.
Name Name of the Dist Distri rib butor tor …………… …………… …………… ……………… ……… ……
3.
Exclusive / Shared a)
4.
Yes
b)
No
Yes
b)
No
Woul Would d the theyy pre prefe ferr Pre Pre sal salee to to get get thei theirr ord order erss or or the the trad tradit itio iona nall one one a)
7.
No
If hea heard woul would d thy thy like ike to to ge get it it im imlem emeente nted a)
6.
b)
Ever heard of Pre Sale Concept a)
5.
Yes
Yes
b)
No
COLOZ pa pattern ma maintained or or no not a)
Yes
b)
No
8.
IF NOT THE REASONS BEHIND IT ……………………………………………………………………. …………………………………………………………………….
9.
10. 10.
Daily Sales over a)
<100 <100 cara carats ts
b)
>100 >100 cara carats ts
c)
< 50 carts
d)
< 10 carats
Whic Wh ich h flav flavou ourr enjo enjoys ys high highes estt sale sale a)
Thumps Up
b)
Coca Cola
c)
Sprite
d)
Limca
e)
Fanta
f)
Maaza
g) h)
11. 11.
Nimu Fresh
The The Prod Produc uctt in in dem deman and d is is in in ade adequ quat atee sup suppl plyy or or not not a)
12.
Pulpy Orange
Yes
b)
No
Whic Wh ich h pro prod duct is is mo more in su supply a)
Thumps Up
b)
Coca Cola
c)
Sprite
d)
Limca
e)
Fanta
f)
Maaza
g) h)
Pulpy Orange Nimu fresh
13. 13.
Are the custo customer merss get gettin ting g the the prod product uctss as as per per their their deman demand d a)
14. 14.
b)
No
Are the retai retailer lerss in in a posit positio ion n to push push altern alternati ative ve prod product uct a)
15.
Yes
Yes
b)
No
If ye yes wh which pr product an and wh why
……………………………………………………………………………….. …………………………………………………………………………………………………… …………………………………………………………
16. 16.
Whic Wh ich h pac pack k is is in in mos mostt pre prefe ferr rred ed boot bootle le/p /pet et/c /can an a)
17.. 17..
19. 19.
b)
Pet
c)
Whic Wh ich h pac pack k siz sizee is is in in mor moree dem deman and d in in bott bottle le pack pack a)
18. 18.
bottle
200 ml b)
300ml
Whic Wh ich h pack pack size size is in more more dema demand nd in Pet Pet Pack Pack a)
1.2litre b)
c)
2.25 litre
1.5 litre
Sati Satisf sfie ied d wit with h dis distr trib ibut utio ion n of of the the prod produc ucts ts.. a)
yes
b)
No
can
QUESTIONNIARE DISTRIBUTOR 1.
Nam Name of the Dist Distri rib buto utor …………… …………… …………… ……………… ……… …… Address ……………………………………………………… Tel. No./ M. No. ……………………………………………. …………………………………………….
2.
No. of AMC ………………………………………………..
3.
No. of of ou outlets …… ……………………………………………….
4.
No of ro routes co covered red by by th them… m……… ……… …………… ……………… ……… ……
5.
No. of Sales Man
6.
No. No. of Car Carrier Van Van…………… …………… ……….… …….…… …………. ……….… …….
7.
No. of of Th Thelas …… ………………………………….…………..
8.
Ever heard of Pre Sale Concept a)
9.
Yes
……………………………………….
b)
No
If hea heard woul would d the theyy lik likee to to get get it im imlem lemente nted a)
Yes
b)
No
If no why ……………………………………………………………. 10. 10.
Do they they have have enou enough gh man man pow power er to impl implem emen entt it it a)
Yes
b)
No
