PROJECT REPORT ON SALES AND DISTRIBUTION OF COCA-COLA PRODUCTS ALONG WITH CHANNEL ACTIVATION IN AURANGABAD, MAHARASHTRA
Acknowledgement I like to express my deep sense of gratitude to Mr. Sagar Tope; Sales Executive, Hindustan Coco-Cola Marketing Pvt. Ltd., Aurangabad, who took special effort to guide me as and when who gave me this opportunity to undergo my Project with them. I take this opportunity to thank him for his hearted co-operation, valuable guidance, keen interests, infinite support, constructive criticism and continuous encouragement throughout the tenure of the study. It’s my proud privilege to work under the esteem guidance of Mr. Sagar Tope; Sales Executive, Hindustan Coco-Cola Marketing Pvt. Ltd., Aurangabad, without whose support ;this study wouldn’t have been materialized. My heartful thanks to Mr. Luckish Somane; Marketing Executive, Hindustan Coco-Cola Marketing Pvt. Ltd., Aurangabad,
for
his
stimulating
discussions,
helpful
suggestion, untiring efforts and encouragement. Although it would not be possible to mention the names of all those who have helped me in one or the other ways but I really appreciated the friendly gesture and help which I received from all during my project.
INDEX: INTRODUTION • • • • • • • • •
COMPANY PRODUCT RANGE COMPANY PROFILE BIRTH OF REFRESHING IDEA COCA-COLA IN INDIA COMPANY POLICY COMPANY VALUES QUALITY COMMITMENT PROMOTION BRAND AMBASADORS
2. THE HR DEPARTMENT AT COCA-COLA • • • • • • • • • •
HR FUNCTION MANPOWER PLANNING & WORK BREAK DOWN HR OBJECTIVE RECRUITMENT RECRUITMENT POLICY RECRUITMENT OBJECTIVE RECRUITMENT PRINCIPLES TRAINING COMPANY BELIVES STEPS IN TRAINING PROGRAMME
3. PRODUCTION DEPARTMENT AT COCA-COLA 4. CORPORATE LOGISTIC AT COCA-COLA
5. PROJECT REPORT • • • •
• • • • •
INTRODUCTION ROUTE RIDING OBJECTIVE DURING ROUTE RIDING EVERY DEALER SURVEY “E.D.S.”.
OBJECTIVE OF E.D.S. AVAILIBILITY ANALYSIS OF DISTRIBUTER ANALYSIS REPORT CHANNEL ACTIVATION. MICHAEL PORTERS FIVE FORCE ANALYSIS
• PROJECT:AVAIBILITY CHECK • FORMAT SAMPLE • ISSUES AND ACTION. 6. SUGGETIONS 7. CONCLUSION 8. BIBLIOGRAPHY
INTRODUCTION
COMPANY’S PRODUCT RANGE
COMPANY PROFILE The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, the Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands The corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. BIRTH OF A REFRESHING IDEA The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. Thinking that "the two Cs would look well in advertising," Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark "Coca-Cola" in his unique script. The
first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion "Drink" added to inform passersby that the new beverage was for soda fountain refreshment. During the first year, sales averaged a modest nine drinks per day. Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler proceeded to buy additional rights and acquire complete control.
COCA- COLA IN INDIA
After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment.
During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India Coca-Cola is one of the country's top international investors In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations Coca-Cola business system directly employs approximately 6,000 local people in India In India, they indirectly create employment for more than 125,000 people in related industries through their vast procurement, supply and distribution system Virtually all the goods and services required to produce and market CocaCola locally are made in India The Coca-Cola system in India comprises 25 wholly-owned companyowned bottling operations and another 24 franchisee-owned bottling operations
A network of 21 contract-packers also manufactures a range of products for the Company The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts
In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media campaign The Company ranking up "firsts" in the introduction of canned and PET soft drinks, vending machines and backpack dispensers for crowds of cricket supporters
COMPANY POLICY The Coca-Cola Company exists to benefit and refresh everyone it touches.
For them, Quality is more than just something we taste or see or measure. It shows in their every action. They relentlessly strive to exceed the world's ever-changing expectations because keeping their Quality promise in the marketplace is their highest business objective and their enduring obligation.
More than a billion times every day, consumers choose their brand of refreshment because Coca-Cola is... The Symbol of Quality Customer and Consumer Satisfaction A Responsible Citizen of the World COMPANY VALUES
The heart and soul of their enterprise have always been their people. Over the past century, Coca-Cola people have led their success by living and working with a consistent set of ideals. While the world and their business will continue to change rapidly, respecting these ideals will continue to be essential to their long-term success. Nothing is more important to their success than integrity. This begins with insisting on absolute quality for every one of their products, and acting with a strong sense of accountability in everything they do. Coca-Cola people have always known that building and nurturing their relationships with other people and the world around them is an essential
part of their work. No matter how big or complex their business becomes, they must always demonstrate complete respect for each other. A large part of their relationship with the world around them is their relationship with the physical world. While they have always sought to be sensitive to the environment, they must use their significant resources and capabilities to provide active leadership on environmental issues, particularly those relevant to their businesses. As they have expanded over the decades, the company has benefited from the various cultural insights and perspectives of the societies in which they do business. Much of their future success will depend on their ability to develop a worldwide team that is rich in its diversity of thinking, perspectives, backgrounds and culture. Coca-Cola is the world's most inclusive brand and Coca-Cola must also be the world's most inclusive company. Quality Commitment The secret ingredient People love to speculate about the secret ingredient in Coca-Cola. Some say it could be ferreted out by simple analytical chemistry. Others are sure they taste a distinctive flavourbase. But most are simply delighted that it makes Coca-Cola, the world’s premier soft drink, taste so consistently delicious. What’s their secret? Well, one secret is locked safely away in a secured vault. But another is just an arm’s length away. It’s the consistent quality of Coca-Cola. Wherever they do business, the Coca-Cola system adheres
not only to local and national laws for food processing and labeling, but also to their own strict standards for exceptional quality. Everything they do, from the selection of ingredients to the delivery of their finished products, reflects their commitment to offering everyone the highest quality products At The Coca-Cola Company, quality is more than just something they taste, or see, or measure or manage. Quality shows itself in their every action; it encompasses everything they do. From processing to packaging to pouring, anything less than 100 percent quality is unacceptable. Their consumers throughout the world deserve the highest quality beverages they can produce, Every time. In every thing coke do from the selection of ingredients to the production of beverages and their delivery to the marketplace, they use their specialized quality management system. The Coca-Cola Quality System, to ensure that they are offering consumers only the highest quality products. They monitor their customers and consumer feedback and their in trade monitoring programs, and this information enables them to continuously improve their already demanding systems The Coca-Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceptional quality
PROMOTION Promotion has played an important role in the success of products since first newspaper ad in 1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating! Invigorating!” The company uses
advertising to trigger desire as often and in as many ways as possible. Throughout the years, slogans or coca-cola have been memorable. Here are some highlights: 2005-Piyo sir utha ke 2003-Thanda matlab Coca-cola 2000-Coca-Cola Enjoy 1993-Always Coca-Cola 1990-Can’t Beat the Real Thing 1989-Can’t Beat the Feeling 1986-Red, White and You 1982-Coke Is It 1976-Coke Adds Life 1971-I’d Like to Buy the World a Coke 1969-Its’s the Real Thing 1963-Things Go Better with Coke 1959-Be Really Refreshed 1944-Global High Sign 1942-Its’ the Real Thing 1936-It’s the Refreshing Thing to Do 1929- The Pause That Refreshes.
Brand Ambassadors:The leading brand ambassadors of coca-cola are:
AKSHAY KUMAR
AAMIR KHAN
AISHWARYA RAI
RANI MUKHERJEE
THE HR DEPARTMENT AT COCA-COLA The HR Department at coca cola is segregated into different section. Though these are not airtight compartments, they differ a bit in the kind of function they handle. The central HR takes care of the administration part and other function like recruitment, planning and so on, while the decentralized HR caters to the needs of the employees at the Plant and helps Central HR gather data regarding the same. Function like performance appraisal is taken care of by HRD. Training is carried out by a separate cell i.e. the Learning Centre. Nevertheless, this cell seeks support from HRM and HRD for its functioning
HR FUNCTION Some of the main functions of HR/ Administration and how they are carried out at coca cola.
MANPOWER PLANNING & WORK BREAKDOWN In order to ensure that cock cola gets the best manpower, and is able to manage with the best least possible number of employees, each position and job at coca cola across all departments and locations is broken down into specific tasks in order that each is defined in proper manner. This removes ambiguity and increase clarity besides giving the HR department the exact number of person required to man the various operation or functions.
Every organizational system consists of departments, units and divisions. Traditionally, these organizations are broken down into three separate levels. The first level is the organizational at which decision making, policies, procedures, firm structure, job design and other organizational decisions are made. The second level is the business process level, where the various departments within the business interface. The third level is the performer’s level, at which most work is accomplished. The work Break down Structure plays an importance role in carrying out job responsibilities of each personnel and each position and will make the performer as an active an efficient service provider and increases their overall performance capacity and capability
OBJECTIVES: POSITION: While the term job is descriptive- it describes the activity in which the person is likely to be engages, a specific point in the organization (in the specific of hierarchy) is called the position. Position is evaluative i.e. it describes the level, power authority, sanction, the person is carrying out of the job assigned to him.
RESPONSIBILITY: To perform the job, every person has been assigned position and his or her role is defined. To perform the job efficiently and effectively the person should be willing to take up responsibility. The responsibility is intended
with the job profile / job description of the person holding different position in the department.
ROLE CLARITY: Role is the largest concept in the area of relationship of individual and the organization. Role is a position a person occupies as defines by expectations form a significant person in the organization, including the person himself. In the other words, a position becomes a role when defined by various expectations from the position. Role may therefore keep changing from time to time with changes in technology, challenges in the environment, people and the competencies of the role holder.
WORK BREAKDOWN: Work break down structure is prepared with an objective of analyzing the activities of each functions carried out and quantified as per the rate i.e. the frequency of each activities and the time taken to perform each job/activity. This facilitates in understanding the requirement of manpower vis-à-vis the existing manpower and knowing the key gaps. Based on it job description and job qualification is prepared.
BETTER SERVICES: Work break down gives us a clear picture of the roles, responsibilities, job description etc. which would help to select the right person at right time at
the right place. This in turn help the HR personnel to understand his role better and thus give better services to the customer.
RECRUITMENT Recruitment Policy: Employees are most important assets of the company. It is necessary that this asset must be properly selected, placed and retained. Recruitment is therefore, endeavor to select right person for the right job at the right time. The “recruitment policy” involves a commitment by the employer to find and employ the best qualified persons for each job, to retain the best and the most promosing of these hired, to offer opportunities for life time working careers, and provide programmes and facilities for personnel growth on the job. The new employee therefore should match the requirements and also should have the potentials to grow in the organization.
Recruitment Objective: • Selection of the best qualified person. • Selection of physically, mentally & temperamentally competent employees to achieve company’s objective.
Recruitment Principles: 1. Selection at all levels will be a merit. 2. Every effort will be made to promote growth from within. 3. To create opportunities for employees in new business. 4. Normally relatives of existing employees should not be offered employment.
5. If an employee gets married to another at the same location, then one of them is liable to change of assignment to avoid an conflict of interest. 6. Locals are to be given preference.
TRAINING COCA-COLA Strongly believes: • Every person is unique and has unlimited potential. • Potential can be harness to benefit organization and individual. • Every person has weakness and limitation, but can be altered to “strength” through training.
Steps in Training Programme: Training programmes is a costly affair, and time consuming process. Therefore, they need to be drafted carefully. Coca-cola undertakes some specific steps in training programmes which can br summarized as follows: 1. Task analysis / identification of training needs. 2. Designing of training programme. 3. Preparing lesson plans. 4. Imparting training. 5. Validation (knowledge and performance test). 6. On the job training. Thus coca-cola has its own effective training procedure for imparting to its employees. Various training techniques like class room training, interactive video training, lecture, conference, programme instruction and on the jog training are used at coa-cola.
PRODUCTION DEPARTMENT AT COCA-COLA. INGREDIENT DELIVERY Sweetener Team of professionals, work on selecting, auditing, sampling, testing, approving and then authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement.
Secret Formula Created in special concentrate plants, it's delievered, held and used under strict controls to maintain its integrity and security. Each unit of concentrate is specially identifiable to allow the "history" of each component to be researched at any stage of production, storage or use. CO2 Formula When delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy delivery and storage. But what is it? In essence, it's a colorless and odorless gas that provides the "fizz" for our beverages. But it's also a by-product of our breathing and used by plants and trees
to produce oxygen. Water Since water is a key component to all our beverages, its quality is critical. And, since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of our beverages, it's rigorously filtered and cleansed. We then continuously sample the water to ensure it meet our standards.
Materials Ingradients are not the only things delievered to the plant. Other materials such as bottles, cans, labels and packaging are also delievered. Our plants in India use refillable bottles, CANS, PET etc. in the Production Process, When bottles and cans are delievered to the plant, they are carefully inspected to ensure that they meet our exacting standards. Once these have passed initial inspection, they move on to be washed and/or rinsed.
WASHING
AND
RINSING
To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sound simple, the actual steps can differ by bottling plant. In india, our plants, use refillable glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles are first hit with prerinse jets which remove any dirt or debris. They are then soaked in a high-temperature deep cleaning solution that removes any remaining dirt and sanitizes
them.
The
bottles
then
move
to
the
"hydrowash" where they are washed agaian with a deep cleaning pressure-spray.
MIXING AND BLENDING
H2O and Sugar Mixing and blending begins with the steps of mixing pure water with refined sugar, which creates a simple syrup. The syrup is then measured for the correct amount of sugar. Secret Formula Our secret formula is... still secret! That's right, the secret formula remains a mystery to the millions of people in nearly 200 countries who enjoys our refreshing beverages everyday. Even though we can't tell you the secret, you can be sure that "LIFE TASTES GOOD" with Coca-Cola. H20 and Syrup With the syrup nearing its final state, we mix it with pure water, creating the finished uncarbonated beverage. However, the water and syrup must be mixed in right ratio. This is done by the beverage proportioning eqipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator. CO2 Adding Adding CO2 or carbon dioxide gas, is the final touch that carbonates the beverages. Carbon dioxide not only gives our beverages their effervescent zest, but it also adds to
the distinctive and familiar taste everyone has come to expect from our beverages.
FILLING Once all the ingredients have been mixed and blended and the bottles have been cleaned and sanitized, we're ready to start filling. This is a surprisingly complex process requiring precision at each steps. To begin with, bottles must be carefully timed as they move to the filler - synchronization is key. Once at the filler, bottles are either held securely in place by flexible grippers or precisely placed under filling valves by centering devices. Before the bottles can be filled, the inside of the bottles must be pressurized. This allows for the force of gravity itself to draw the beverage into the bottle - a process that ensures the smooth flow of liquid, with little to no foaming.
CAPPING Once filled, bottles are then capped. We use different caps for different bottles - glass bottles are usually topped with a metal crown while "PET BOTTLES" are topped with a plastic screw-top. Each cap type then moves through different parts of the machine, which ensures each cap stays scratch free and is in the right position to be precisely placed on the bottle. As quality and freshness are key, we use a "no closure" detector during the capping process and a "go-no-go gauge" or "torque meter" after the bottles have been capped. The "no-closure" detector checks if a screw top or crowns has been placed on bottle. The process actually stops if the detector doesn't find a closure. The "go-no-go gauge" checks for the proper crown crimp and the "torque meter" checks to make sure the screw-top is good and
tight. If the bottle cap isn't just right, the beverages can become flat or be affected in other ways. If this happens, the bottle is discarded.
LABELING Once the bottles have been filled and capped, they move on to be labeled. A special machine dispenses labels from large rollers, cuts them and place on the bottles. For special labels such as commemorative bottles for football championships, the labels are sent to the bottling plants for approval, then used for packaging. Depending on the occasion, some of these special bottles will go only to the specific locations. For example, a national football championship bottle will be sent only to the hometown or state of the championship team.
INSPECTION We inspect bottles at many points during the process. With refillable bottles, it happens they are first brought into the plant. They are also inspected after they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, each plant samples bottles for analysis in its lab to ensure quality is up to standards.
PACKAGING Once our filled beverages have passed final inspection, they are ready to be packaged for delivery. Generally, packing can refer to everything from the unique "BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and containers, to plastic rings. Because the needs and tastes of our consumers are so diverse, the packaging varies depending on where the beverages are being sent.
WAREHOUSING & DELIVERY In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produced each day.
Beverage organization is key, though it's the bottle and can coding that allow for the necessary precision. From the warehouse, we load beverages onto our distinctive trucks. Night and day, our trucks are delivering our refreshing beverages to stores, soda fountains, and vending machines near you.
IN – PLANT Warehousing and Transport Policy Corporate logistic of coca-cola All distributor center and product warehouse are required to follow product storage: 1. Store product in shade, away from sunlight. 2. Store and handle the product so as to maintain its integrity. 3. Keep full goods in clean, ventilated, rodent and vermin free warehouse. 4. Spraying of any pesticides on product or pallets is strictly prohibited. 5. Always follow ‘FIRST EXPIRED FIRST OUT’ (F.E.F.O) and ‘Dispatch – out – date (D.O.D). In plant Dispatch-out-date (IDOD) while storing and dispatching the product. 6. Dispatch and receive finished product only in clean and vermin free vehicle, rack vehicle to be loaded and covered in a manner to provide P.E.T products maximum shade.
BOTTLING In flavors only 200 ml and 300 ml is manufactured and filled
along with 300 ml Kinley soda in Aurangabad. P.E.T, Diet Coke, all cans, kinley soda 200 ml, all come from pune or sometimes from Nashik plant. Maaza comes from Wada thane district, as the alphanso
product of konkan region is utilized for its manufacturing.
PROJECT REPORT SALES AND DISTRIBUTION ROUTE RIDING: This was the first phase of my assignment were I have to do route riding for all the distributors in Aurangabad city. They are: CHHABDA KRUSHNA HIND JAY GULATHI AAKASH The day starts with the distributors place with some objective like: House keeping of the distributor. Stock out of the day Look out that all the brands of the company is loaded in the vehicle. Should be aware of, from were the route starts and were it ends. During the route it has to be seen that all the outlets in the route has to be visited.
OBJECTIVE DURING ROUTE RIDING Increase Sale Check POS/Signs available. POS visible and in good condition. Display of empty crates outside outlet, minimum of two crates required to be displayed outside the outlet. Cooler purity 1. Cooler must be in working condition 2. Cooler must have neat visible decals or some form of company signage. 3. Cooler must be visible to customers in shop. It should be seen from the entrance of the store. 4. Cooler must be pure with the company’s brand. Brand pack availability, means all the brands are available in the store. Warm product display of RGB and PET brands, means the display should be such that it should be visible to the customer. Cooler top display of product. Rack purity means the rack which is given to the stores should be pure, visible and merchandised. Schemes if any for that day should be properly conveyed to the stores owner so that they can purchase more than their ability for that day,
and also with a view that if the stock is full in the store no other competitor will able to penetrate in that store. Management of frequency of the vehicle should be there to avoid lack of availability in any store. For example if the vehicle is visiting twice a week say Monday and Friday, and till Wednesday the store is in the need of the product then the frequency of the vehicle should be increased. For display inside the store company provide some gifts, it has to be seen that they get their gifts at time and they should also make it sure that the display is at the right place. When the stock is given to the stores it has to be seen that the crates
should be in the position of T + 3. That means with thums up there should be three other brands. This is done with a view that all the brand should be available in the store and the weak brand should be pushed. During the route it has to be seen that which other outlets could be activated.One has to write down the outlet name, owner name, contact no, area and other information related with the outlet. For giving visi-cooler to new outlet it has to be seen that their sale is more that two crates in off-season and more than four in season. The day ends with the stock in of the day, and to analyze the sale of the day. The stock out/in format used is attached with the hard copy report.
EVERY DEALER SURVEY This was my second phase of assignment were I have to cover all the outlet type in an assigned area. The format is attached with the hardcopy report. Here the name of all the outlet in that area along with the owners name contact no. and other information has to be gathered for further activation. Outlet Type to be covered: CHANNELS 1. Grocery/Kirana 2. Dept Stores 3. Super markets 4. Restaurant 5. Hotels 6. Bar 7. Chemist 8. Bakery 9. STD 10.Sweet Mart 11.Theatre 12.Canteen/Education 13.Pan Bidi store 14.Others OBJECTIVE OF E.D.S • To know all the outlets in a given area or under that dealer. • To know the outlets belong to which channel.
• To further communicate with the outlet owner with hope to activate the store. • Through E.D.S., we can also get to know whether the outlet is seasonal or it is permanent, takes our product throughout the year. • Availability Status of the company’s product. AVAILABILITY ANALYSIS OF DISTRIBUTOR This was my third phase of assignment were I was assigned one distributor named HIND ENTERPRISES of Aurangabad. Whose area was • T.V. CENTER • HUDCO • ROSHAN GATE • BAIJIPURA • KAILASH NAGAR • SHAHGANJ • N-11 • KIRADPURA The work I was assigned to do are: Increase sale Availability status. Cooler and rack purity Warm and Empty Display. Conveying schemes to outlets.
Plan out frequency of the vehicle so that all the outlets should be given proper visit. Checking of out side signage. Checking of Combo-Tran slide Board. Checking of Sun Pack Boards. Checking of Visi coolers and visi dycles. Rack display and Header. Printing of Menu cards. Banners and POP material. After completing my routes In HIND ENTERPRISES I made the final availability report which is mentioned below. As the area is basically GREEN AREA due to Muslim majority the sale of SPRITE was very high compared to other areas. Thumsup was running as smoothly as in any area. Rest brand was also doing well except coke. Then I decided to give coke in all the crates which was ordered from the outlet. Initially I was not getting good response but latter on I was able to push coke brand to some extent. The report is analyzed below:
Availability Analysis Distributor: Hind Enterprises Route T.V. CENTER, HUDCO, HARSH NAGAR, SHAHGANJ,ROSHAN GATE, BAIJIPURA, KAILASH NAGAR Date - 21/07/05 Total Outlet 90 Vehicle Type MINIDORE Frequency – 2X Channel E&D Grocery Bar Others
No. 15 36 4 5
% 25 60 7 8
Outlet Keeping it Brand/Pack
85 200
%
ko tu fx sp li ks mz
22 72 51 74 31 10
25.88 84.70 60 87.05 36.47 11.76
Brand/Pack
200
ko tu fx sp li ks mz
% 31.25 88 72.15 80 33 26
Ko OYF Ko Chest Ko Visi
6 4 2 Caser 4 Caser 7 Caser 9 Caser
7.50 5.00 6 6 2 1
35 250/300
%
40 500
9 35 20 28 18 12 25
25.71 100.00 57.14 80 51.42 34.28 71.42
250/300
% 25 80 60 80 24 26 60
Pep Visi
2 Caser 4 Caser 7 Caser 9 Caser
5 5 1 0
%
40 1.5
%
18 38 30 35 28
45 95 75 87.5 62.22
15 38 30 35 28
37.5 95 75 87.5 62.22
32
80
500
%
1.5
%
26 80 66 74 32 72
18 80 48 70 40
CHANNEL ACTIVATION The type of channel which we were assigned to activate were: Medical/Chemist Petrol pump ( Club – HP, Reliance ) I did a medical outlet survey in the assigned area; this was mainly done with a view to push our MAAZA brand as it is suitable for medical kind of outlets. Many were ready and in the process I activated some of them. For petrol pump activation we surveyed all the CLUB-HP and RELIANCE petrol pump of Aurangabad. We had talk with the concerned people and we informed this to our sales and marketing executive for the latter talks.
Michael Porters Five Force Analysis
Threats from Substitutes Fruit Juices Water Others Cold Beverages Existing Competitors Pepsi R C Cola Bargaining Power of Suppliers The bargaining power of suppliers is very low. As the coca cola company have developed captive suppliers & entered into a contract. So the company is not at the mercy of the suppliers.
Parle Other Local Brands
Threats from New Entrants As there is no report of any new company entering the Beverage market.
Bargaining power of Buyers The bargaining power of buyers is very high due to the presence of various brands and also the unorganized sector. This gives the buyer a wide variety of brands to choose from. There is additional pressure from buyer to introduce schemes and reduction in cost.
Project title: Availability Check Objective 1. To checking the availability of Coca Cola product as well as Competitors Product in the market. 2.
To checking the Effectiveness of Coca Cola’s Distributors.
3. To find Pack wise & Brand wise availability of Coca Cola India(CCI) & Pepsi Cola India (PCI) products. 4. To identifying the main Channel of sales for company’s products i.e. from eating & drinking & Grocery & others. 5.
To find the Availability of Advertising materials such as Display Board, Point Of Sales & Wall Paintings.
Sample Unit The sample unit consists of all the type of outlets such as Eating & Drinking spots, Grocery Shops, Bakery, Sweet marts and others.
Source of information • Information collected from outlets Process • Formulated data collection format for outlets. • Then planning the route to be covered and deciding on the ratio of channels of distribution to be covered in that route. • Personally visiting the outlets & checking the availability of Coca Cola’s product and its competitors.
Facts Total Outlets Covered
850
Total Routes Covered
15
Availability criteria for RGB
Minimum 5 bottles
Availability criteria for PET
Minimum 3 bottles
Data Collection Formats Area Covered Qty./Brands 200 Thums Up Coca Cola Fanta Limca Sprite
300 Thums Up Coca Cola Fanta Limca Sprite
600 Thums Up Coca Cola Fanta Limca Sprite
1. 5 Thums Up Coca Cola Fanta Limca Sprite 2. 25 Thums Up Coca Cola Fanta Limca Sprite Kinley Soda 300 Kinley 600 Kinley 1.5 Kinley 250maaza KINLEY (Water) Service Display Board Point Of Sale Wall PAINTING
Rack
Distributors Name
E1 E2 E3 E4 E5 E6 E7 E8
G1 G2 G3 G4 G5 G6 G7 G8
Date
O1 O2 O3 O4 O5 O6 O7 O8
Pure Impure
200 Pepsi Mirinda (O)
7up Mountain Dew 300 Pepsi Mirinda (O)
7 Up Mountain Dew 600 Pepsi Mirinda (O)
7 Up Mountain Dew Dukes (Soda) 1.5 Pepsi Mirinda (O)
7 Up Mountain Dew 2 Pepsi. Mirinda (O)
7 Up Mountain Dew Duke (Soda) 200 300 1.5 2 250 Dukes Aqua Fina Service Display Board Point Of Sale Wall Painting Rack Pure Impure
Data Analysis Formats Pack wise Summary Pack
CCI
PCI
200 Ml 250 Ml 300 Ml 600 Ml 1.5 Ltr. 2.25 Ltr. 1 Ltr.
Brand & Pack Wise Summary Brands Sprite Limca 7 UP Mountain Dew Thums Up Coke PEPSIsi Fanta Mirinda (O) Maaza Dukes Mango Kinley Soda Dukes Soda Kinley Water (1 ltr.) AquaFina (1 ltr.)
200 ml
250 ml
300 ml
600 ml
1. 5 ltr.
2. 25 ltr.
Brand & Pack wise Summary Brand/Pack
%
Avalability In No.
Brand/Pack
of Outlets
%
Avalability In No. of Outlets
200ml Thums Up Coca Cola Fanta Limca Sprite
200ml Pepsi Mirinda (O) 7 Up Mountain Dew
300ml Thums Up Coca Cola Fanta Limca Sprite
300ml Pepsi Mirinda (O) 7 UP Mountain Dew
600ml Thums Up Coca Cola Fanta Limca Sprite
600ml Pepsi Mirinda(O) 7 Up Mountain Dew Slice
1.5 ltr. Thums Up Coca Cola Fanta Limca Sprite
1.5 ltr. Pepsi Mirinda (O) 7 Up Mountain Dew
2.25 ltr. Thums Up Coca Cola Fanta Limca Sprite
2.25 Pepsi Mirinda (O) 7 Up Mountain Dew
Kinley Soda
Dukes Soda
300ML 600ML 1.5LTR
200 ml 300 ml 600 ml 1.5 ltr.
Maaza 250ML Kinley (Water)1 ltr.
Dukes(M)250ML Aquafina(1 ltr)
Advertising Summary CCI
PCI
Display board Point of sale Material Wall Painting
Rack checking Summary CCI Rack Availability Pure Impure
PCI
Issues & Actions Issues – Closure of some of the Distribution centers of the company in the city thereby leading to non – delivery of goods & affecting availability. Action- While appointing the Distributor, company should look on the infrastructure, policies and procedures adopted by distributors. The company should take a long them view while appointing new distributors, or should sign a bond for a minimum continual period. Issues – Irregular supply of brand such as Maaza & Fanta distributors thereby not delivering on right time & in sufficient quantity. Action – Production capacity should be increased, to meet forecasted sales target for the season & there should be sufficient safety stock to meet urgent demands in the market. Issues - Different policies adopted by Distributors regarding giving credit to the customers & regarding picking up empty bottles from the market, leading to loss in sales and thereby affecting availability. Action - There should be uniform policy defined for all the Distributors regarding amount of credit they can give to their customers and about accepting competitor’s empty bottles. Issues – Personal conflict of Route Agent with the customers thereby leading to non-delivery of goods to them.
Action – Sales Executive should take a regular feed back from customers regarding the behavior of Route Agent & should take stringent measures to build strong relationship with the customers. Issues – There is no proper Route Coverage Plan thereby may lead to nondelivery of goods to certain outlets. Action – There should be proper Route Coverage Plan for each route showing the location & name of the outlet to be covered & it should be given to Route Agents so that no outlet get left on the route while delivering goods.
SOME OF THE PHOTOGRAPHS WHICH I TOOK DURING MY PROJECT WORK. THEASE OUTLETS SHOWS THE DISPLAY OF COMPANYS PRODUCT. DISLPAY OF VISI-COOLER, RAKS, MAAZA RAKS WITH THEIR HEADERS.
THESE PHOTOGRAPHS ARE TAKEN FROM SOME OF OUR E&D OUTLETS IN AURANGABAD, SHOWING THANDAPOINT LOOLYPOP BOARD, DISPLAY OF TRANS-COMBO BOARD, OUT SIDE SIGN BOARD, MENU CARD, MENU BOARD AND WALL DISPLAY.
THESE TWO OUTLETS SHOWING MAZZA VISI COOLER AND WALL PAINTING ALONG WITH OUT SIDE SIGN BOARD.
Suggestions
Issues – Irregular supply of brand such as LIMCA & COCA-COLA distributors thereby not delivering on right time & in sufficient quantity. Action – Production capacity should be increased, to meet forecasted sales target for the season & there should be sufficient safety stock to meet urgent demands in the market. Issues – There is no proper Route Coverage Plan for some distributor thereby may lead to non-delivery of goods to certain outlets. Action – There should be proper Route Coverage Plan for each route showing the location & name of the outlet to be covered & it should be given to sales man so that no outlet get left on the route while delivering goods. Issues – Brands like coke and limca do not have a good hold in the market, so their sale graph is low. Action – Sales man should see that all the brand should be given in the outlets, with the strong brands these weaker brands should be pushed to have all the brands availability.
Conclusion
For an MBA student a learning combination of theory and practice
is
an
invaluable
asset,
as
this
helps
in
understanding the core principles by way of first hand experiences. This summer training is a stepping- stone, which will groom me for my future in the corporate world. Summer training helped me to understand all the functions, which is going in the company, this training also helped me to understand the managerial skills which we studied theoretically. It helped me to understand and know the exact mechanism of working of the various departments. It gave the idea about the exact work done by the Managers and also about the vocation they do in contemporary. Thus summer training gave me a practical touch and useful to clear out practical concept and gave a right direction to my mind.
BIBLIOGRAPHY •
www.coca-colaindia.com
•
Personal Departments.
•
Company Manuals.
•
Live reports when on project.1
•
Information collected from distributors and company officials.
OBJECTIVES OF IN-PLANT TRAINING
• To get familiar with the working environment of organization. • To understand the basic skills that should be required for a employee to work efficiently in the organization. • The basic objective of the training is to get through their different managerial concept through their working departments in a company. • To understand the way in which policies are been used in all the department, specially in sales & marketing
