TABLE OF CONTENTS CHAPTER-1 ……………………………………………05-09 •
Objective of study
•
Scope of study
•
Executive Summery
CHAPTER- 2……………………………………………10-43 •
Introduction
•
Industry Scenario & Company Profile
•
Product Profile
CHAPTER-3……………………………………….…...44-62 •
Research methodology & Sample design
•
Factor analysis
•
Data Analysis
•
Hypothesis Testing
CHAPTER- 4……………………………….…………..63•
Findings
•
Suggestions & Recommendations Recommendations
66
CHAPTER- 5………………………………….………..67-69 •
Limitation of the study
•
Conclusion [1]
CHAPTER- 6…………………………………………..70-79 •
Bibliography
•
Annexure
CHAPTER-1
[2]
OBJECTIVES OF THE STUDY
The surve surveyy was conduc conducted ted at Aishba Aishbagh gh region region in Luckno Lucknow w keepin keepingg follow following ing objectives in view:
The survey was done to know the current status of activation element of coca cola in the outlets.
To know the effect of the activation elements of coca cola in market.
To increase incidence through effective utilization of activation elements of coca cola in the outlets.
To
ensure the visibility of coca cola products in the outlets.
To find out the present status of Coca-Cola brands in the retail outlets.
[3]
SCOPE OF THE STUDY This study has been done at Aishbagh region in Lucknow only. During the study I went through different aspects. The study would be only a drop in the ocean that can help to understand the current status of activation elements of Coca-Cola in retail outlet. The study can be conduct on the national basis also with large sample size & sufficient time by taking feedback of many retailers which sell Coke products. There are some important aspects of this study which are as follow
This study will help to the company to know about their new concepts position in the market.
This Th is stud studyy will will help help the the comp compan anyy also also to know know abou aboutt its its prom promot otio iona nall activities.
Through this study company will know about the visibility of its products in the market
During my project I came to know about coke market share in twin cities.
This study will help the company to increase the sales through effective utilization of activation elements.
[4]
During my project I came to know about Pepsi-Co Marketing strategy that is the biggest competitor of Coca-Cola.
EXECUTIVE SUMMARY Selling the product is not as important as awareness about the product. Awareness creates the demand itself. To spread the awareness of the products companies carry out some promotional activities through Television, Radio, News paper, Magazines, Exhibition, Posters etc. This plays a key role to spread the awareness about the product to the public or target customer. In soft drink industry promotion participate a very crucial part. Every soft drink company bring into play promotional activity to promote their product in the market. In soft drink industry Coca- Cola enjoys the biggest soft drink company in the world. This era is the era of competition. All the companies are competing with each other. They are using different promotional tools and technique to be the market leader. In beverage industry there are two major players Coca-Cola and PepsiCo. where CocaCola have no.1 position in the world as well as in India. Company wants to grasp more market share, for that purpose company have launched new sales promotion concept recently in the market. According to this concept company provides some tools like Flange, table top, Ariel mobile hanger, three tier racks etc. to the retail outlet to display the product in outlets. And retailers have to maintain these red elements with coke products in outlets. This helps in increasing the sale of the products. [5]
Market provides a key to gain actual success only to those companies which match best to the current environment i.e. “imperative” which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on the availability of good quality products and excellent services, which further attract and add a golden opportunity for huge sales. This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year. This report introduces a brief study of promotion tools &technique of Coca-Cola for retailers. The study report will provide an opportunity to know retailers psychographic psychographic needs, it may provide an opportunity to the Coca-Cola to frame a good future plan to satisfy maximum needs, taste preferences of the retailers and established its guiding role in the market of Aishbagh region Lucknow.
An Analysis report provides detailed information about prevailing status o promotional tools of company in the outlets. And which channels need to focus more so that company can meet with its desired destination. Thus the company has to prepare itself to meet the market challenge by making adjustment in its new strategy and promotions activities.
[6]
CHAPTER-2 [7]
INTRODUCTION
This project is made on the project title “ MARKET VISIBILITY OF COCA-COLA SOFT DRINKS”
SHARE AND PRODUCT
The purpose of this project is to
know the current status of activation element of coca cola in the outlets as well as to
provide the elements to those outlets which they don’t have. These ar promotional tools of coca cola which are being used to promote sales of coca cola products. By providing these promotional tools the company wants to display coke product in the outlet and make aware about its new as well as existing product to the population. These promotional tools are very helpful to increase the sale. In this modern era promotion plays a key role to boost the sale. Therefore every soft drink company is taking interest in promotional activities to increase the sale. Consumption of soft drinks has increased tremendously in India. Every age of group like it, now days it become a household necessary item. In field of marketing many kind of surveys are conducted by Coca-Cola team time to time. This is end & last feedback for any kind of organization. By the specific survey, Coca-Cola organization wants to know abou aboutt the the right picture picture of of market. market. This This work work study provides provides exte extensive nsive information about the position of company’s brand and its promotional tools in the outlet.
[8]
INDUSTRY SCENARIO AND COMPANY PROFILE
SOFT DRINK INDUSTRY IN INDIA
INTRODUCTION
Thee Indi Th Indian an SoftSoft-Dr Drin inkk Indu Indust stry ry is a 3500 3500 cror croree rupe rupeee Indu Indust stry ry comp compris rised ed of consumer’s throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90’s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola. THE CHRONOLOGY OF SOFT DRINK SCENARIO IN INDIA 1977:- Refusing to dilute its equity stake, Coca-Cola winds up its operations in the
country.
[9]
1986:-
Thums-Up from Parle and Campa-Cola from Pure Drinks launched. An application for a soft drink cum snack food joint venture by Pepsi. Voltas
and Punjab agro is submitted to the Indian Government. 1988:-
Final approval for the Pepsi food limited project granted by the Cabinet
committee on economic affairs of the Rajeev Gandhi Government.
Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone.
1990:-
Coca-Cola and 7up launched in limited market in North India. The
Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable. 1991:- Britco food files an application before FIPB to set up a new 50 crore facility
in Maharashtra. Pepsi extends its soft drink reach on national scale. Products launched launched in Delhi and Bombay.
Britco foods application cleared by the FIPB, and Pepsi start initial negotiations for a strategic alliance but talks break off after a while.
1993:- Pepsi launches Teem and Slice to counter Limca and Maaza respectively
from Parle. Pepsi captures about 30% market share in about two years.
Coke files an application for a 100% owned soft drinks Company with FIPB, Decides to part ways with Rajan Pillai. The Government clears the Coke application in record time.
Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength.
[10]
Pepsi Pepsi launch launched ed 1 liter liter bottle bottless in PepsiPepsi-Col Cola, a, Mirind Mirindaa and and Teem Teem flavor flavors. s. Sweeps off the 100ml segment over Pure Drinks.
Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan.
Fountain Pepsi launched in the Northern part of India.
Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for Coca-Cola.
Pepsi jump up in to Mineral Water name Aquafina.
2000:- Coca-Cola Indian has registered a growth of 18th percent in its net sale
during the first quarter of the current fiscal year.
Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective.
2001:- Coca-Cola upgraded from 1.5 ltr. to 2 ltr.
HISTORY OF COCA-COLA This history begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called
Dr. John Smith Pemberton
first mixed Coca-Cola in his back yard. This
formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the first two ingredients and the same distinctive script he wrote it in is the same logo they use to this day.
[11]
In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in 1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.
In 1917 Coca-Cola was found to be the world’s most recognized trademark with with a record record of 3 millio millionn Cok Coke’s e’s sol soldd per day. day. Unfort Unfortuna unatel tely, y, Jo John hn Pemberton fell ill, and did not live to see his product’s success.
Sadly, in the first year of Coke’s existence, Pemberton and his partner only made $50. Pemberton sold two third of his business in 1888 to cover his losses and keep the business afloat.
He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In 1891, Candler and his brother formed the Coca-Cola Company.
EARLY GROWTH
In 1893 1893 Candle Candlerr regist registere eredd Coca-C Coca-Cola ola as a patent patented ed tradem trademark ark.. He also also responded to growing concern over the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the name, and not the drink syrup that is, the drink’s base, containing all the ingredients minus carbonated water.
He figured that keeping the Coca in his formula would legally allow the compa company ny to distin distingui guish sh its drink drink from from imitat imitation ions. s. Other Other compan companies ies also also produced soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would become Coca-Cola Company’s major competitor over the next few decades.
[12]
Cand Candle lerr also also spen spentt more more than than $11, $11,00 0000 on his his firs firstt mass massiv ivee adve adverti rtisi sing ng campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural on walls; displayed on posters and soda such as calendars and drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a product. He distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting his drugstore.
In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of Atlanta, in Dallas, Texas. That same year a candy storeowner in Vicksburg, Mississippi, installed bottling machines and produced the first bottled Coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.
In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of the country for only on dollars, at the time, Candler saw little profit in bottling and was more than willing to give up that part of the business.
In 1915 the Root Glass Company created a couture glass bottle for Coke, its design based on the curvature of a coca bean. This bottle design became a
Coke trademark worldwide. The same year, Candler retired from th company, passing it on to his children and moving into polities. He was elected mayor of Atlanta in 1916.
In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president in 1923. Robert Woodruff was a skilled marketer, and he put more of the company’s resources into market research than manufacturing Coke.
WAR TIME DEVELOPMENT
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During World War II (1939-1945), Woodruff also boosted Coke’s popular image in the United States by pledging that his company would provide Coke to every U.S.
soldier. The company did not limit itself, however, to only doing business that would increase its success in America. In the period leading up to the war, between 1930 and 1936, it had set up a division of the company in Germany, and it continued that
venture during the war. It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories.
In 1941 the German company’s president, Max Keith, developed Fanta orange soda using orange flavoring and all the German-made Coke ingredients. The Coca-Cola Company’s wartime efforts helped it expend its global market, often with the economic support of the U.S. government.
By the end of the war in 1945, it had established 64 overseas bottling plants. The same year the company registered a patent on Coca-Cola’s popular nickname, COKE.
POSTWAR GROWTH
In 1955 Robert Woodruff retired as the Coca-Cola Company’s president. Candler and Woodruff are remembered as the two most important figures in the company’s early growth, both for their contributions to the company and their considerable fortunes donated to the city of Atlanta. After Woodruff depart departure ure,, the compan companyy began began to divers diversify ify by produ producin cingg new produc products, ts, acquiring new business, and entering new international markets.
In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit juices and began offering Coke in cans. Between 1960 and 1963 it [14]
also launched four new soft drink in United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In 1967, it created the CocaCola foods division by merging its Duncan and Minute Maid operations.
In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the Arab-
Israel War, the governments of all Arab League nations banned production and sale of Coke. A year later the company withdrew from its markets in India when that country’s
government requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company refused to relinquish so much control over those operations.
In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic bottles. The popularity of these large bottles grew over time, and their sales
earned the company new project, primarily in small specialty an convenience convenience stores.
In 1982 the company introduced Diet Coke, which soon becomes the bestselling diet soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also known as Tri-star Pictures, for almost $700 million. Two year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion.
By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market market domina dominance nce,, the compan companyy attem attempte ptedd the first-e first-ever ver reason reason of the original Coke recipe. The American public largely rejected New Coke, and so
[15]
the company quickly returned to also producing the old recipe under the name Coca-Cola classic.
RECENT DEVELOPMENTS
In 1986 The COCA-Cola Company consolidated all of its no franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the world’s world’s largest bottle of soft drinks by 1988, 1988, while Coca-Cola Coca-Cola Enterprise distributes over half of all Coca-Cola products in the United States,
small franchises businesses continue to bottle can and distribute th company’s drink worldwide.
In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Average index of stock market performance. Its stock is traded on the New York Stock Exchange. Coca –Cola and Pepsi Company products occupied nine of the top ten spots in the U.S. soft drink market in themed-1990s.Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales.
OVERVIEW ABOUT COCA-COLA
[16]
SYNOPSIS OF COCA-COLA IN INDIA The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola left India following public disputes over share holding structure and import permit. As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the company’s operation come to end in July 1977. In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan “Old waves have come to India again” First launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parle extensive 62 plant bottling network and a base for the rapid introduction of the company’s international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as “To become an all occasion drink not a special treat beverage” Every person who drinks a coca-cola enjoys moment of refreshment and shares an experience that millions of others have savored. All of those individual experience combined have created a worldwide phenomenon – a truly tr uly global brand. The Coca-Cola Company, nourishing the global community with the world largest selling soft drinks since 1886, returned to India in 1993 after a gap of 16 years giving a new Thums up to Indian soft drink market.
[17]
In the same year, the company took our ownership of the nation’s top soft drink market brands & bottling market. No wonder our brands assumed an iconic status in mind of consumers. Coca-Cola serves in India some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinley (packaged drinking water). The Business system of coca-cola in India directly employs approximately 6,000 people, & indirectly creates employment for many more related industries throw our wash procurement, supply and distribution system. The vast Indian operations comprise 25 company’s owned bottling operations & 24 franchise owned bottling operations, apart a network of contract packers also mfg. a range of the product for company. On the distribution front, 10 tone trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities, ensure that our product available in each corner of the country. The coca cola is responsible for the mfg. distribution & sales of product across the country. A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste the life with enjoyment.
MARKETING STRATEGY OF COCA-COLA
[18]
Coca-Cola is using the following marketing strategy to reach its target customer and to grasp more market share in India. Focus on availability of products in market. Coke products visible for consumers. More focus in rural area. Extra focus on monopoly outlets. Aggressive rural area advertisement. Social festival in rural areas. More focus on villages. Focus on availability of products in outlets Distribution of product according locality. Regular market vigilance by market developer.
Focus on availability of products in market.
Coca-Cola works on
dikhega to bikega
philosophy. This is the main formula of the
marketing strategy of each company. So availability of product in the market is clear. For this this reason reason market market develo developer per daily daily come come in market market to check check their their produc productt availability. Focus on availability of products in outlets.
[19]
There is big difference between the availability of products in market & outlets. CocaCola want that their product displayed in each outlet in market so it is important that the product first available in market after than it put on outlets.
Focus on visibility of coke product in outlet
The aim of Coca-Cola is that its product should be visible for the customers so company gives to retailers racks so many display items. Now a days the company is giving visi-cooler to retailers for visible their chilled product in market for more sales. More focus in rural area.
The rural market is a significant part of our sales promotional discount scheme which is enabling retailer’s link with our product. In 2000 the Coca-Cola India spokes women Nantoo Banerjee said that “The real market in India is the rural market. If u can crack it, there is tremendous potential.” CCI begin focus on rural areas after 2000 in order to increase volumes. This decision is giving a huge size & potential market to company. It is clear that CCI would have shifted its focus to rural market. “THANDA” Goes to rural In early 2002 CCI launched a new advertising campaign for attract more rural consumers. The aids with India leading Hollywood star Amir Khan with movie of lagan. The tag line of aid is (Thanda Matlab Coca-Cola) Regular market vigilance by market developer
To know the position of Coke’s product in the market coca-cola appoint some executive those go in market & check availability, visibility of product, take care companies assets, check visicooler and talk to shopkeeper & take feedback about their product. Distribution of product according locality [20]
.Coca-cola Company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper.
Extra focus on monopoly outlets
Outlets which only sales coca-cola product and gives good sale to company are consider in this category company gives extra schemes, discount and other gift to these shops and tries to keep them happy and make long relationship. Problem of these kinds of outlets resolve as soon as possible. Aggressive advertisement
Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces different schemes and advertises them with electronic and print media. These advertisements build Brand image and establish awareness. Brand ambassador play an important role. Brand ambassador encourage the today youth to trust their instincts, influence them. Successful advertisement campaigns like “Taaza mango, maaza mango” and “Botal mein aam, maaza hai naam”. Help lot to make market image of maaza. Coca-cola advertising came again Jo Chaho Ho Jaye & Life Ho Toh Aisi were very popular & had entered in youth vocabulary. In 2002 company launched the campaign “Thanda Matlab Coca-Cola” which is sky rocket the brand to make. Coca-Cola lunched so many advertising for rural market capture Amir Khan’s aid “Oye soniyo Thanda piyo” Social festivals in rural areas
Coca-Cola Company time to time introduced rural social festival. In 2007 company launched JALASA programmed in so many rural areas like RINGUS, RENWAL, CHOMU, PHULERA, for take attention of the consumers. Focus on villages [21]
Now coca-cola considers more on villages after semi urban areas. Company is making now a days strategies for villages because they know India leave in Villages.
DISTRUBTION SYSTEM OF PRODUCTS IN MARKET Distribution of products is main point of the marketing strategy of the companies. How the product distribute in market as much as possible. Coca-Cola India distributes its product in market from its warehouse in two types. 1. Direct route. 2. Indirect route.
DIRECT ROUTE Where company supply its products in market by company route or its agent route by company owned delivery vans. In Lucknow City Company have direct route.
INDIRECT ROUTE Indirect routes are those in which Coca-Cola products are supplied to its distributers appointed in different areas. Then distributers distribute products in market by their own tempo or vehicle. Total number of indirect routs in Lucknow rural region is more then 100.
PROMOTION BY THE COMPANY
All advertisement expenditure is incurred by coca-cola India, but only D.P. Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 % total sales company invested 305 crore rupees in advertisement Budget.
Radio. [22]
T.V.
Hoardings.
Road signs.
Sticker.
Neon light.
Banners.
Newspaper.
Magazines.
Exhibition.
Posters.
Sponsoring local events .
ADVERTISEMENTS TARGETED BY COKE To target various consumer segment of soft drink different add featuring cricket star, cine star, pop star have been created. 1. Lisa Ray (famous model) in a very interesting add which featuring him bathing with sprite having a catching line “Sprite bujhaye asli pyass baki sab bakwaas”. 2. Another cola drink from coke i.e. “Thums Up”. 3. Fanta advertisement advertisement showing children having lines “Bold Ho Jao” [23]
4. A family giving new look to Maaza “Taaza Mango”. 5. Amir Khan in the advertisement on Mini Coke it is very interesting and Romantic advertisement. 6. Diet Coke the exiting adds. On the pool with fall swing calling “Taste the Power of One Calorie”. 7. Amir Khan & Aishwarya Rai (both cine stars), which targeted younger generation. This advertisement contained imagery of rugged and romantic for 330 ml of coke theme “Coca-Cola Ho Jay”. 8. Limca leaving its old image of “Lime-n-Lemoni” drink has been shown as in the advertisement featuring Shaif Ali Khan, a drink that could just change the mood at time of disappointment lines. “Gala Gaya Sookh Limca Key Liye Ruk”.
SALES PROMOTION TECHNIQUES OF COMPANY
Good Advertising.
Effective Incentive Policy.
Quality.
Wide & Deep Distribution System.
Attractive packaging.
Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, and Chairs etc.) to retailers.
Decorating Retailers shop by display board, dealer’s board etc.
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
[24]
With every 1-2 crates purchased daily or alternatively an icebox is provided.
For an average consumption of 5-6 crates a visi-cooler of 4crates.
For a purchase of 7-8 crates daily visi-cooler 7 crates.
If purchase exceeds 8 crates, then 9 crates visi-cooler or deep fridge is provided. With each chilling equipment, one stabilizer is provided it may be of 1 KV or 5 KV
SWOT ANALYSIS OF COCA COLA
STRENGTHS
1. Heavy investment investment in both infrastructure and sales sales promotion campaigns. 2. Most valued valued brand in world 3. Improved Improved quality quality control. control. 4. Latest Latest technolo technology. gy. 5. Modified and attractive packaging
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6. Strong Strong advertisin advertisingg networ network. k. WEAKNESS
1. Entire infrastructure needs a face-lift. 2. Unskilled labor. 3. Tight case policy. 4. Fear of retrenchment among the workers. OPPORTUNITIES
1. Wide market. 2. Good rural market. 3. Direct distribution. THREATS
1. Stiff competition. 2. Illegal distribution done by some distributors. 3. Changing of consumer preference.
MISSION,VISION & VALUESOF COCA-COLA
MISSION OF COCA-COLA
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.” [26]
Mission Mission of coca-cola coca-cola in in India is to to crea create te cons consumer umer produ products, cts, services services and and communications customer’s service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to:
Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork, flexible business system and continuous improvement.
Consumers as a superior beverage experience.
CCI associates as superior career opportunity
Consumers as an opportunity to grow profits through the use of finished drinks.
Bottlers as an opportunity to make reasonable to grow profits and volume.
TCCC as trademark enhancement enhancement and positive economic value added.
Indian society in the form of a contribution to economic and development.
[27]
VISION OF COCA-COLA
The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners and also provides exceptional strategic leader leadershi shipp in the Coca-C Coca-Cola ola India India System System result resulting ing in consu consumer mer and custom customer er preference and loyalty through Coca-Cola’s commitment to them, and in a highly profitable Coca-Cola corporate branded beverage system.
Establish a great place to work where people are inspired to the
People:
Best they can do.
Planet: Being a responsible global citizen that makes a difference.
Profit:
Productivity: Be a highly effective, lean and fast-moving organization.
Portfolio:
Maximize the return of shareholder
Bringing to the world a portfolio of beverage brands that
anticipate and safely People desire & need.
[28]
Partners:
Nurturing a winning network of partners & building a mutual
loyalty.
VALUES OF COCA COLA
“Our values serve as a compass for our action and describe how we behave in the world.”
Accountability:
If it is to be, it's up to me.
Collaboration: Leverage collective genius.
Integrity:
Diversity: As inclusive as our brands.
Quality:
What we do, we do well.
Passion:
Committed in heart and mind.
Leadership:
Be real.
The courage to shape a better future.
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PRODUCT PROFILE OF COCA-COLA
There are nine brands of coca-cola in India and they are differ in taste, flavor and also in their colors.
1. COKE
Coke is considered to be a cola drink. It is generally preferred by all sections of consumer. This is a cash cow brand for the company in terms of sales revenue. The world’s favorite drinks, the world’s most valuable brands, The most recognizable word across the world after Coke, Coca-cola has truly remarkable heritage from a humble beginning in 1886 .It is now the flagship brand of the largest manufacturer marketers and distributors to non-alcoholic beverages in the world.
In India India Coca-C Coca-Cola ola was the leadin leadingg soft-d soft-drin rinkk till till 1977. 1977. When When Govt. Govt. polici policies es necessitated its departure, Coca-Cola made its return the country in 1993 and made significant investment to ensure that the beverage is available to more and more people even in the remote and inaccessible part of the nation. [30]
2. THUMS-UP
Thums-up is also considered to be a cola drink. It is hard in comparison to coke. It is preferred by all section of consumers but especially to teen-agers. It is a big source of company to cash its publicity. Strong Cola taste exciting personality.
Thump up is a leading carbonate soft drink and most trusted brand in India originally introduced in 1977,Thum-up was acquired by the Coca-Cola company in 1993 .Thump-up is known for its strong fizzy taste and its confident mature and uniquely masculine attitude . This brand clearly seeks to separate the men from boys.
[31]
3. LIMCA
Limca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its color, which is similar to that of clouds. It has to yield good sales revenue. It is generally preferred by Children & Women. “Limca is Lemoni Limca”
Lime ‘n’ Lemoni, the Drink that can cast cast a tang tangyy refreshing spell on anyone anywhere .Born in 1971 .Limca has been the original thirst choice of millions of consumer for over 3 decades. The brands has been dispelling healthy volume growth on year and Limca continues to be the among the leading flavor soft drink in the country the success formula. the sharp fizz and Lemoni bite combined with the single minded positing of the brands as the ultimate refresher has continue strengthen the brands franchise. Limca energizes refreshes and transform divine into the zingy refreshment of Limca and walk away a new person.
4. FANTA
FANTA ORNAGE, It is orange flavor & preferred by Children & Women. Internally Fanta the “orange” drink of the Coca-Cola Company is seen as one of the favorite drinks since 1940’s Fanta entered the Indian market in the year 1993. [32]
Over the year Fanta has occupied a strong market place and is identified as “the fun catalyst” perceived as a fun youth brands, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feeling but also help free sprite thus encouraging one to indulge in the moment. This positive imagery is associating with happy, “Cheerful and special times with friends”.
5. MAAZA
MAAZA MANGO, in Maaza cold drink no gas only based on juice. It is a nonaerated soft drink. It is preferred mostly Children & Women. Maaza was launched in 1976 .There was a drink that offered the same real taste of fruit juices and was available through the year In 1993, Maaza was acquired by Coca-Cola India Maaza currently dominates the fruits drinks category.
[33]
Over the year brand MAAZA has become synonymous with mango .this has been the result of such successful campaigns like, Taaza Mango, Maaza Mango and Botal Mein Aam, Maaza Hain Naam. Consumer regards MAAZA as wholesome, natural fun drinks which delivers the real experience of fruit.
6. KINLEY SODA
This is a soda drink. It has no color and no flavor. It is generally used with alcohol and used by adults.
[34]
7. KINLEY WATER
“Boond Boond Mein Vishwas” Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. Ritual purifier that cleanses, purifies, transforms, water the most basic need of life the very sustenance of life, a celebration of life itself.
The importance of water can never be understated particularly in a nation such as India when water governs the lives of the million, be it part of everyday ritual or as the monsoon which gives life to the sub-continent. KINLEY water understands the important and value of this life giving force KINLEY Water thus promises water that is as pure as it meant to be water you can trust to be truly safe and pure.
7. SPRITE
Sprite is a good product at cola and contains at lemon flavor. Worldwide SPRITE is ranked as the No-5 soft Drink and is sold in more than 190 countries. In India SPRITE was launched in year 1999 and today it has grow to be one of the fastest growing soft drinks , leading the clear lime category .
[35]
Today SPRITE
is perceived
as a youth icon.
Why with a
strong appeal to
the
SPRITE SPRITE
has has
stood stood for a
straight forward attitude
.It
youth
and is
honest clear
crisp
refreshing taste encourage influence them to be true to who they are and to obey their thirst
9. MINUTE MAID
In Minute maid pulpy orange cold drink no gas only based on orange juice. It is a non-aerated soft drink and market competitor of Tropicana Twister.
10. GEORGIA COFFEE
[36]
During the journey of the company towards its vision, leading the beverage revolution in India now even garam matlab coca-cola a hot new launched from coca-cola in India.
Georgia quality tea and coffee served from state of the art vending machines is positio positioned ned at tap into into the nation nation’s ’s bigges biggestt bevera beverage ge catego category. ry. Georgi Georgiaa Gold Gold is delicious tasting of fresh coffee; currently available exclusively at McDonald’s outlets across the country Georgia Gold has driven the sales through the roof. The success from hot beverage from Georgia Gold has resulted in extension into the cold category with the introduction of ice tea and cold coffee.
[37]
CONSUMER CHOICE AT A GLANCE
Coca-Cola --------------------------- Mainly preferred by the Youngster & Kids.
Thums-Up --------------------------- Youngster.
Limca -------------------------------- Common Drink.
Fanta --------------------------------- Basically Preferred by Ladies and Kids.
Maaza ------------------------------- Also Ladies and Kids.
Sprite -------------------------------- Not clearly defines.
Kinley Soda ------------------------------------------ ----- Mostly those who consume liquor.
Georgia ------------------------------ Premium class people.
Minute Maid Pulpy ---------------- Common Juice
BRANDS TAGLINE
Thum Th umsU sUpp -
Tast Tastee the the thun thunde der r
Coc Cocacola cola
-
Ope Open hap happin piness
Spri Sprite te
-
Seed Seedhi hi baat baat no bakw bakwaa aass , clea clearr hai hai
Limca
-
Fanta
-
Maaza MMNF
Fresh ho jao –
Go Go bite asli aam ka maza ghar jaisa nimbu pani
[38]
BRAND AMBASSDORS
ThumsUp -Akshay Kumar Cocacola -Aamir Khan Sprite -Shahrukh Khan Fanta -Genelia D’souza Limca –Hritisha Bhatt
ADVERTISING
Advertising
is a non promotion of goods & services by sponsor who can identified
and Who has paid for his communication? Their purpose of advertisement is to sell something goods or services, idea, person or place.
BRAND AMBASSDORS & TV COMMERCIALS
[39]
COLA WAR (neck to neck)
Bollywood Bollywood rising rising stars stars Asin (Right) (Right) for PepsiCo’ PepsiCo’ss Mirinda, Mirinda,Gene Genelia lia D’souza D’souza (Left) for Coca-Cola’s Fanta
Tennis star Sania Mirza for Sprite
[40]
Bollywood star Aamir Khan for Coke
Bollywood star Akshay kumar for ThumsUp
[41]
Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite
Hrishita Bhatt with Limca
[42]
CHAPTER-3 [43]
RESEARCH METHODOLOGY METHODOLOGY
Marketing research is the process of systematic design, collection of data, analysis and reporting of data to specific marketing situation which an organization faces. It is an activity which is done by organization for accomplishment of a particular objec objectiv tive. e. Throug Throughh this this activ activity ity an organi organizat zation ion find find the specif specific ic reason reason of the problem which organization face. Marketing research got a vital role in decision making process by making available right information, at the right time, and to the right person who involves in decision making process. Thus it is the basic tool of marketing mix elements, like product, place, price and promotion. The research methodology is considered as a major part of the study that is being
conducted. It determines the strength, reliability and accuracy of the pro Methodology will be considered as the methods used in research is selecting sample, sample size, data collection and various tools for data analysis. [44]
RESEARCH DESIGN
The issue of research has been defined in very much clear term, the researcher will require to prepare research design that will describe the conceptual structure of whole research. There are four steps in the research process
Identify the issues of the research.
Develop the research plan.
Implementation of research plan.
Interpreting the research reporting the finding.
There are two basic type of research design
Exploratory Research (helps to determine the objective of retailers/clients).
Conclusive Research (it includes experimental and descriptive method).
DATA COLLECTION
This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the coca-cola red element concept &scheme playing in the mind of retailer & consumers. During the research period I collected data direct from retailers by survey. For proceeding further first of all we should know something about data and what the different type data are-
[45]
TYPES OF DATA: There are two types of data1. Primary data. 2. Secondary data.
METHODS OF DATA COLLECTION-
Primary data collection:
Primary data can be collected by three methods-
1. Observation 2. Experiment 3. Survey But here, only surveys method of data collection is preferred which is very suitable to reach the researcher motto.
A. Research Research instrument:Printed Printed Questionnaire was used as the research instrument
to collect the required information. B. Area of surveys:The The survey was conducted at Aishbagh regionin Lucknow city.
SAMPLE DESIGN
Sampling unit:
The retailer of Grocery shop, general store, betel shop, and medical
store was selected from different places of Lucknow. Sampling size:
68 Outlets have been taken for conducting the report. [46]
Type of sampling: A.
there are two type of sampling.
Probability sampling.
B. Non probability sampling.
Probability sampling- It is also known simple random sampling. In this sampling
everybody gets similar chance to select as a sample unit.
Non probability sampling- In this sampling everybody gets not similar chance to
select as a sample unit. Example of non probability are cluster sampling, convenience sampling, judgment sampling e t c.
Sampling procedure: Simple random sampling procedure was followed.
Sampling method:
Data were collected by retailer survey. The retailers are directly
contacted and interviewed at their retail counter.
FACTOR ANALYSIS
R.E.D CONCEPT R.E.D is the survey method that company started earlier. For the survey, Company has hired the person from A.C. NIELSON one of the best survey company. This survey gets done once in a month. R.E.D is the set of norms divided into outlet wise.
ABOUT THE R.E.D SURVEY
The survey named as R.E.D. (Right Execution Daily). The survey has been conducted to check the cooler management, availability of products & activation of coca-cola in various outlets. [47]
The survey was based on the following steps: -
Firstly, I have to check the activation, which is a very important because activation helps to boost the sales. Activation is done through boards i.e. glow sign. DPS, Flanges and Combo boards. Mostly combo boards are given to the E&D outlets. And these are very helpful in attracting the customers. Rack with header is provided to the Grocery outlets. Secondly, I have to check elements like table top, three tier racks, and ailed mobile hanger which have been provided, are fully charged with coke products or not . Then I have to find out that these elements are easily visible to the public or not.
MARKET SEGMENTATION MODEL OF COCA-COLA
Right Execution Daily (R.E.D) is the segmentation of outlets as Channel, Class, and Income. Let us know what are the Channel, Class, and Income respectively. Markets can be segmented along 3 lines- Outlet Volume, Locality Income, & Channel cluster.
SEGMENTATION
CHANNE CHANNEL L CLUSTE CLUSTER R
LOCALI LOCALITY TY INCOME INCOME
OUTLET OUTLET VOLUME VOLUME
Grocery
High
Diamond
Eating&Drinking
Medium
Gold
Convenience
Low
Silver
TYPES OF OUTLETS
[48]
CHANNEL TYPE-
Grocery:-
Outlets which primarily engaged in retailing of food and various household items, It include neighborhood outlet stoking provisions, edible & general household items of daily usages E.G., commodities like flour, pulses, rice & branded household items like toothpaste, mosquito oil, soap etc
CHANNEL TYPE-
[49]
Eating and Drinking (E&D)
Outlets selling items to eat which are being cooked within outlet, made at the outlet &
possibility consume in outlet. They may have place of sitting. It inc QSR/Baker QSR/Bakery/MIT y/MITIE IE Store/Res Store/Restaura taurants/B nts/Bars/ju ars/juice/s ice/soft oft drinks/ drinks/ ice cream cream parlor/tea parlor/tea soaps etc.
[50]
CHANNEL TYPE-
Convenience:-
It includes outlets which are small stores or shops generally accessible locally. These are often located along side busy roads. It includes Chemists shop/STD booths/Pan Bidi shops etc
E & D includes flowing outlets:Fast Food: - Self service with limited menu. Pubs:
- Outlets selling alcoholic beverages & snack items. It May be open till late at
nights or 24 hrs.
[51]
Dhabas:
- Situated on roadside & market places catering cost effective Indian food .
Convenience includes: Pan shop:
-
Semi- temporary kiosk located near the road side selling Cigarettes,
beverages and other confectionary items. Outlet at petrol pump:
- Convenience outlets selling top up items, may be open
till late at nights or 24 hrs. Travel Travel & conven convenien ience ce kiosks kiosks::
-
Permanent kiosks within the airports/
railways/ bus stand premises (inside or outside) selling only beverages or a food & beverage kiosks.
PRE-SALE CONCEPT
This is the new concept that had started from the year 2007. In the Pre-Sale the company takes order one day before and accordingly company delivers their products for each route.
MARKET EXCUTION (Activation) STANDARDS OF COCA-COLA Standards for different types of outlets
ACTIVATION ELEMENTS FOR
GROCERY:
3 Tier Rack.
1 Tier Rack.
[52]
Aerial Mobile Hanger.
Table Top Display.
Self Display
EATING & DRINKING
Combo Element.
Menu Boards.
Menu card.
CONVENIENCE
Shelf Display
Table Top Rack.
Aerial Mobile Hanger
ESSENTAIL ELEMENTS FOR ALL CHANNELS
Price Strips.
Shelf Display
Cooler Door Tray.
G.S Board / DPS.
Bottle Neck Header.
Crate Wrap.
[53]
Non-Lit Flange.
Standee.
HYPOTHESIS TESTING
1) Hypothesis:
(A) Null hypothesis (Ho): The coke has more consumption then Pepsi. (B) Alternate Hypothesis (H1): The coke has not more consumption then Pepsi. (C) Let the level of significance is (α) = 5% in testing the hypothesis since the Test is two tailed is Z=+-1.96 TEST FORMULA Z= P1-P2 √PQ [1+ 1] n1 n2 P= n1P1 +n2P2 n1+n2 Q= (1-P) Where P-Total population proportion of Coke & Pepsi P1-Sample proportion of coke P2-Sample proportion of Pepsi n1- sample size of coke [54]
n2- sample size of Pepsi After calculated value is Z=1.34 which is less then calculated from the table Z=1.96 hence null hypothesis is accepted. CONCLUSION –The coke product is more consumption then
Pepsi.
2) Hypothesis
(A)Null hypothesis (H0 ):The market share of coke is higher than Pepsi. (B)Alternate Hypothesis (H1): . The market share of coke is not higher than Pepsi. (C)Let the level of significance is(α)= 5% which the hypothesis is tested. FORMULA Z = P*-P √P(1-P) n P=Sample proportion P*=Population proportion n=sample size The calculated value is less then value calculated from the table that is 1.96, So the null Hypothesis is accepted. CONLUSION- The Market share of coke is higher than Pepsi
3) Hypothesis: (A)Null hypothesis (H0 ):Presale is good for the company. [55]
(B)Alternate Hypothesis (H1): Presale is not good for the company (C)Let the level of significance is (α)= 5% which the hypothesis is tested. FORMULA
Z = P*-P √P(1-P) n P=Sample proportion P*=Population proportion n=sample size The calculated value ( 1.56) is less than the value calculated from the table thatis
1.96
hence hypothesis is accepted. Conclusion – Presale is good for the company. CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visi-cooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display
DATA ANALYSIS AND INTERPRETATION
Graph-1: Outlet that have been visited. [56]
TYPE OF OT OTL LET ETS S
No. OF OUT OUTLE LET TS
PERC ERCENTA ENTAGE GE
Grocery Convenience E&D TOTAL
25 23 20 68
37% 34% 29% 100%
InterpretationThrough the above diagram we can know that out of 68 outlets how many outlets are convenience, convenience, grocery and E&D outlets.
Graph-2: S.G.A. Status of outlets Status
No. of Outlets
Percentage
Only Coca-Cola Only Pepsi Both Unknown
35 7 22 4
51% 10% 32% 6%
[57]
Interpretation: Through the above diagram we can see that on 51% outlets there is availability of only CocaCola, While Only Pepsi is available on only 10% outlets. On rest 32% outlets the Pepsi and Coca-Cola both are available. More than half part of market is totally covered by the Coke.
Graph-3 Glass Bottles (200-300 ml) [Soft Drinks] S.No. 1) 2)
Company Coca Cola Pepsi
No. of Bottles 3555 1070
[58]
Interpretation: Out of total available cold drinks’ bottles (200-300 ml) in the market 77% are of Coke and rest 23% are of Pepsi. It shows that product availability of Coke is so more than the Pepsi.
Graph-4 Glass Bottles (200-300 ml) [Juice] S.No. 1) 2)
Brand Maaza Slice
No. of Bottles 1310 290
Interpretation: In case of Juices the scene is too much in favor of Coke (maaza), it has covered 2% of the whole juice segment in the market, while its close competitor Slice has only rest 18% of market share.
Graph-5 Glass Bottle (200-300 ml) [Available in the market] S.No. 1)
Brand Coca-Cola
No. of Bottles (in crates) 862 [59]
2)
Pepsi
240
Interpretation: Coke believes in dikhega to bikega so it has maintained the product availability n the market. In case of bottles 78% Glass bottles in the market are of Coke and rest only 22% are of Pepsi.
Graph-6 Availability of Refrigerators S.No. 1) 2) 3) 4) 5) 6)
Ty T ype Co C oca-Cola VGA Pepsi VGA Coca-Cola OYA Pepsi OYA Owners No freeze
No. of refrigerator 29 17 7 3 21 9
[60]
Interpretation: Here, it is found that out of 68 outlets Coke has provided 27 Visi-coolers and 7 simple refrigerators. And on the other hand Pepsi has provided 17 visi-cooler and 3 Simple refrigerators. they are also providing the warranty of those coolers. But the thing has notices that there are 30 outlets where no coolers are provided 21 of them having their own coolers and rest 9 is using Ice-Boxes.
Graph-7: Signage displayed on the outlets Type Coke Pepsi No signage TOTAL
No of outlets 36 8 22 68
Percentage 5 3% 1 2% 3 2% 100%
[61]
Interpretation: It is shown in above chart that there are 53% outlets showing Coke Signage in front of their outlets 12% showing Pepsi signage while 32% outlets are not having any type of signage.
[62]
CHAPTER-4
FINDINGS
During my project of two month I surveyed for 68 outlets in Aishbagh region. I observed and found the following things during my daily survey.
[63]
•
I found that many of the retailers are not having the activation elements like table top, mobile hanger and cut case display in their outlets.
•
Many of the outlet owners are not properly maintaining and decorating table top mobile hanger cut case display with Coke’s brand.
•
Mostly Mostly E&D outlet don’t have any activatio activationn element element of the company company in the outlet while they are interested.
•
Among 68 outlets, 58 outlets were not having the price communication in the outlet which is very necessary.
•
Some outlets are maintaining old price strips and also these are not easily visible to the customer.
•
Also found dead & useless coolers in some of outlets and some retailers complain about the service & repair of coolers.
•
I found that some retailer were not satisfied with our service, for that reason they stopped to sell our product and started to sell Pepsi product.
•
Some retailers use company’s visi-cooler for other purpose, and some keep Pepsi product in visi-cooler provided by coca-cola.
•
Some retailer complained that ESM or Executive don’t provide an promotional equipment and also don’t have proper communication with them.
•
I found that Pepsi is doing aggressive advertisement in comparison with Coke, and investing aggressively on activation like hording, glow sign board, DPS, also in terms of providing good service and free chilling equipment to the retailer.
•
I found in some outlets Flange is failed to draw the customer attention because it is not easily visible.
•
I found so many outlets they want visi-coolers from Coca-Cola.
[64]
RECOMMENDATIONS & SUGGESIONS
•
Company should convince retailers to have promotional tools decorating with coke products and should tell them why these elements are important and how company as well as Retailers is getting benefit of using these activation elements.
•
Company should focus more and more on E&D Outlet because most of the E&D outlets don’t have promotional tools of the company and overall average score of these outlets is very less.
•
Company should reframe the Flange to an attractive and big size because the current look and size of Flange is not attractive and fail to draw attention of the population.
•
Overall service should be improved because many of the retailers are not satisfied with company service.
•
Company must provide free chilling equipment to the outlet where needed and also company should work out on complain of Retailers.
•
The Company Company should measure measure Retailers Retailers satisfacti satisfaction on regularly regularly and should maintain proper communication with them.
•
Company can increase the sales when it considering more on retailers, their suggestions or complaints about service or product so that necessary action can be taken.
•
Review meeting should be often held so that the working pattern of the executives can be checked and improved if needed.
•
Company representatives should visit retailers and should make a long-term relationship with retailer so that they can push the product.
[65]
•
Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.
•
Increase the number of dealers and retailers as this will help in making high sales volume.
•
Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavor.
•
In winter Season Company should give more discount & schemes to retailers so that they sell more our product.
[66]
CHAPTER-5 [67]
LIMITATIONS OF THE RESEARCH WORK
“Nothing is prefect in the world, every individual is bound to make mistake at some points, and it is genuine.”
The study was restricted to Aishbagh region only.
Limited knowledge of the researcher in the field of research may lead to interpretation errors.
The respondents may be biased or influenced by other factor.
A busy schedule of dealers/ retailers also makes the collection of information a very difficult one.
The project is purely based on observation & verbal meetings and may be influenced by unprecedented unprecedented factors.
Non-co-operative behavior behavior of respondent was a big problem in this survey. .
The research was based on primary collection of data through voice interview and observation so there may be chances of human error.
The research was depending on the information provided by the respondents (retailers). It may insufficient. [68]
As associated with project, time and money were the major limitations with project.
CONCLUSION
To conclude the study we can say that the activation elements of the company are very important. This plays a key role to show the visibility of Coke product in the outlet to the customer. These elements are very helpful in spreading awareness about the coke products to the customer and increasing in the sale. But as per the research work, most of the retailers don’t maintain these elements in their outlets. Score of the E&D outlets is very poor. Most Most of the E&D Outlets don’t have these sales promotion tools. To overcome on this problem Company need to communicate & convince owners to maintain these elements in their outlets. And also the score of convenience outlets and Grocery outlets is not up to the mark. During two month of my project I increased 4 point in score of convenience outlets, 1 point in E&D outlet, 5 point in grocery outlet and 4 point in overall average score of 68 outlets by providing these activation elements to the outlets. Company need to focus more and more in providing these promotional tools to outlets and needs to convince retailers to maintain the standard of activation elements in their outlets. Pepsi is the big competitor for CocaCola and it is doing aggressive marketing and focusing & spending lot of money on [69]
promotional activity. Considering on these factors company must focus on promotion activity and provide the entire activation element to the outlets. Because activation elements is very helpful in increasing the sale of Coke product.
CHAPTER-6 [70]
BIBLIOGRAPHY
www.google.com
www.cocacolaindia.com/aboutus/a www.cocacolaindia.com/aboutus/aboutus_ccindia boutus_ccindia.aspx .aspx
www.cocacolaindia.com/aboutus/a www.cocacolaindia.com/aboutus/aboutus_CSR_visio boutus_CSR_vision_guidelnes.as n_guidelnes.aspx px
cola cola.htm inventors.about.com/od/cstartinventions/a/coca_
the.coca-colacompany.com/brands/brandlist.html
Kotler. P. & Keller; Marketing Management; Pearson Publication House; New Delhi;
2007.
Marketing Management in Indian Perspective ----V.S.Ramaswamy &S. Namakumari
Research methodology(Methods & Techniques), New age International(P)Ltd.,1990 ----C.R. Kothari
Quantitative Methods ---B. M. Aggarwal
[71]
ANNEXURE Schedule
Route Name-Aishbagh-Lucknow Name-Madan Mohan Mishra Aprox OS. utlet Name No.
Con. Preson
Cont. No.
Type of
Sale
outlets
Ko
Pc
Juice
Maaza
slice
988981855 1 Max Café
Gurmeet Singh
1 E& E&D 995660317
120 ------
2 Mane Manees eshh Gen Gen Stor Storee
Mane aneesh
9 Grocery 993638321
3 Shar Sharma ma pan pan Bhan Bhanda darr 4 Punjabi Taste
Dhar Dharme menr nrda da Rajesh Gupta
5 Gu Gurpreet Bakers 6 Raina Hot & Chillz
Gurpreet
8 E&D E&D 941551798
------
7 R.K.Gen. Store
Kapil Tiwari
2 Grocery 993548942
30
8 Agrawal Stores 9 Sri Vnayak Cool
Pankaj Agrawal Vivek
7 Grocery 988992610 Grocery
35
2 Convin. E&D 945209739
[72]
30
90 --10
---
30 ------ --- 30 -- ---- -- - 25
25
----60 30 -- ----
- --
15
15 15
30
-- -
Corner
8 933502787
10 Pand Pandit it Pan Pan Bhan Bhanda darr 11 Raj Café 12 Nadeem Gen. Store
Gaur Gaurav av Shar Sharma ma Shailendra Nadeem
6 Co Convin. E&D Grocery 938932370
60 -----60 ------ 90 --- ---
30 --30 -- 30 --
13 Rag Raghubi hubirr Pan Pan Shop Shop
Arjun rjun Sing Singhh
5 Co Convin. 991960959
60 ------
15 ---
14 Sha Sharda rda Coo Cool Corn Corneer Model House Just
Subh Subhaas
5 E&D 962893534
15 Madira 16 Modern Biz Centre
Chhunnu Durgesh
2 E&D 2630432 Grocery 983948672
60 ------ --- 90 90 15 15
17 Parman Parmanand and Gen. Gen. Store Store
Arun Arun Kumar Kumar
1 E&D 945048747
60
18 Jai Siy Siyaram Hotel 19 Maharaja Hotel
Anuj Kumar
2 E&D 2635920 E&D 993630172
90 90
75 12 1 20
20 Gang Gangaa Pan Pan Bhan Bhanda darr
Ashis shishh
2 Convin. 964815846
30
30
21 Mis Mishra Restorent Mishra Misthan
Vijay
60
- -----
22 Bhandar 23 Gujrati Restorent
Mukesh Munendra
0 E&D
E&D E&D
150
15 600
15
30 15
120
30 30 15 10 30 30 - -- ---
15 ---- --
15 15 15 300
- --
--
945041026 24 Raju Pan Bhandar
Raju
6 Co Convin. 967010578
60 ------
25 Kala Kalash sh Pan Pan Bhan Bhanda darr
Kail Kailas ashh Nath Nath
8 Convin. 938978077
30
15
26 Chau Chaura rasi siya ya Tea Tea Stal Stalll
Vima Vimall
2 Convin. 961620204
15
15
- -- ---
27 Deepu Tea Corner
Deepu
8 Convin. 902609183
30
30
- -- ---
28 Gupta Cool Corner
Monu
2 Convin. 933619332
60
30
15 15
29 Shushil Tea Stall
Shushil
8 Convin. 933644044
30
15
15
30 Mayur Bekars
Jitendra
9 E&D 953297049
60
31 Gaur Gaurav av Pan Pan Bhan Bhanda darr
Gaur Gaurav av
0 Convin. 920811019
15
32 33 34 35
Rmjh Rmjhim im Pan Pan Bhan Bhanda darr Sumi Sumitt Modella Kishan O.P.Stall Om Prakash Ja Jai Ma Gen. Store
3 Convin. 4007910 E&D Convin. 945219050 Gr Grocery [73]
15 --15
---
-- --15
15
--
- -- ---
90 ----- 90 ----- 60 ----- 15 ---- -
--- 60 -- -- - - --
3 36 Rajat Juice
Anuoop
Convin.
30
- ----
15
972196613 37 Sanjay Sweets 38 Prakash Gen Store
Sanjay Suresh
6 Convin. 2684958 Grocery 936949046
15 ----- --- ----15 15 ---
39 Sky Refregeation
Muskan
8 Grocery 933660351
30
40 Deepak Store
Deepak
2 Grocery 923571357
30
41 Pawan Gen Store
Pawan
9 Gr G rocery 979234930
60 - ----
42 Jai Jai Durg Durgaa Ma Mo Mobi bile le
Malt Maltii Gupt Guptaa
6 Grocery 930596360
30
43 Puspa Gen Store
Anil Kumar
7 Gr G rocery 933629301
30 - ----
15 --
44 Aman Gen Store
Aman
9 Gr G rocery 979533230
60 - ----
30 --
45 Amit Gen Store 46 Pritam Pritam Gen Store Store
Amit
4 Grocery
30
15 30
15
60
30 -15 15
60
15 15
995648848 47 Sandhya Sandhya Juice Juice Corner Corner 48 Raj Gen Store 49 DuliChand Gen Store New Nandlal
Viru Gupta Rajesh DuliChand
50 Namkeen Damond Provision
Shushank
7 Gr G rocery
51 Store
Noor Mohd.
682927 Grocery 933573696
52 Vjay Sales
Balraj
2 E&D 930508978
30
53 Matu Matusr srii Inte Interp rpri risses
Raj Raj Kuma Kumar r
0 Grocery 902602656
30
--- --
60
3 E&D 904418840
45
-- ---
30
54 Lalta Lalta Prasad Prasad Gen Store Store Ankur Ankur 55 Balaji Gen Store 56 Raj Traders 57 Swastik Sweets Arjunlal Murarlal
Raja
Rajesh Gupta
8 E&D 3071335 Grocery Convin. 993652751
50 -- --30 30 -----
30
75 - ----
15 --
-----
1 Gr G rocery Grocery Convin. 933606945
30 - ----
58 Murchen
Ajay
6 Grocery 930775077
59 Agrawal Tea Shop
Surendra
6 E& E&D 995693692
60 Anil Cool Corner 61 Sonu Gen Store
Anl Sonu
4 E& E&D 923639627 Grocery [74]
15
15
---
--
15
--
15 --
30 ----- --- -----
60 ---
15
210 - ---60 -60 30 30 30
62 Pu Punjab Biz. Store 63 Pankaj Gen Store
Satish Pankaj
64 Jai Shri Shr Dhanvantari
Rakesh
65 Pratstha
5 4010815 Gr Grocery ----Convin. ----979565010
60 - -15 30 -- -
1 Convin.
60
Ajay
6592309 Convin. 889567253
30
-----
66 Everyday Sales
Ajeet
4 Grocerry 902656202
30
--- --
67 Singh Misthan
Su n i l
0 Convin. 995665342
60
68 Ganp Ganpat atii Cool Cool Corn Corner er
Lala Lala
8 Convin.
50
[75]
45
20 5
15
--
Route Name- Aishbahg Locknow Name- Madan Mohan Mishra S.No.
Outlet Name Ko VC
1 Max Café
Chiller Detail
PcVC
2 Maneesh Gen Store
*
OYA
OWN
Glass Details
Ko
Pc
*
3 Sh Sharma pan Bhandar * 4 Punjabi Taste
6 Raina Hot & Chillz 7 R.K.Gen. Store 8 Agrawal Stores
*
Ko
Ko *
11 Raj Café
*
*
27*24
12*24
Pc
5*24
Pc
2*24
--- -
*
4*24
Ko
---- 5*24
6*24
9 Sri Vnayak Cool Corner * 10 Pandit Pan Bhandar
Pc
---- Ko
4*24
Ko
21*24
25*24 - ---
5 Gurpreet Bakers
S.G.A. Si
----
10*24
Pc Pc
10*24 - ---
Ko
9*24
*
15*24
Ko
Ko
*
12 Nadeem Gen. Store
* *
10*24
Ko
*
13 Raghubir Pan Shop
* *
15*24
Ko
*
Ko
*
14 Sh S harda Cool Corner 15 Model House Just Madira
*
16 Mo Modern Biz Centre
*
* 8*24
20*24
5*24
* *
12*24
7*24
17 Parmanand Gen. Store * *
20*24
20*24
18 Jai Siyaram Hotel
* *
*
19 Maharaja Hotel
*
20*24
20 Ganga Pan Bhandar 21 Mishra Restorent
22 Mishra Misthan Bhandar 23 Gujrati Restorent
*
**
[76]
*
3*24
*
8*24
*
6*24 50*24
15*24
10*24
25*24
5*24 4*24
Ko Ko
*
Pc
*
24 Raju Pan Bhandar
*
Ko
50*24
25 Kailash Pan Bhandar
8*24
6* 6*24
26 Chaurasiya Tea Stall
3*24
1* 1*24
3*24
2*24
27 Deepu Tea Corner
28 Gupta Cool Corner
*
29 Shushil Tea Stall
5*24
30 Mayur Bekars
31 Gaurav Pan Bhandar
32 Rmjhim Pan Bhandar
33 Modella
35 Jai Ma Gen. Store 36 Rajat Juice
*
**
37 Sanjay Sweets
39 Sky Refregeation 40 Deepak Store 41 Pawan Gen Store
Ko
*
Pc
*
15*24
13*24
*
5*24
5*24
*
6*24
2*24
10*24
6*24
*
*
25*24
*
*
45*24
5*24
7*24
*
Ko
*
Ko
*
*
Ko
*
Ko
*
Ko
*
2*24
44 Aman Gen Store
*
15*24
Ko
*
46 Pritam Gen Store
*
43 Puspa Gen Store
Ko
Ko
Ko
42 Ja J ai Durga Ma Mobile * *
45 Amit Gen Store
*
Ko
Ko
4*24
38 Prakash Gen Store
*
2* 2*24
7*24
1*24
5*24
12*24
*
3*24
9*24 Ko
34 O.P.Stall
4*24
Ko
12*24
Ko
- ---
150*2 47 Sandhya Sandhya Juice Juice Corner Corner 48 Raj Gen Store
Ko
49 DuliChand Gen Store
4
*
Ko
15*24 4*24
50 Ne New Nandlal Namkeen * * 51 Damond Provision Store
* [77]
Ko
* 3*24 Ko
*
8*24 12*24
*
Ko Pc
52 Vjay Sales
53 Matusri Interprises
*
54 Lalta Prasad Gen Store 55 Balaji Gen Store 56 Raj Traders
59 Agrawal Tea Shop 60 Anil Cool Corner 61 Sonu Gen Store 62 Punjab Biz. Store
64 Jai Shri
*
18*24
*
65 Shr Dhanvantari Pratsthan
Ko
*
5*24
*
Pc *
67 Singh Misthan
Pc
5*24
Route Name- Aishbagh/Lucknow
Remark / Problem
1 Max Café
Ok
2 Maneesh Gen Store
Damage Recovery
3 Shar Sharma ma pan pan Bhan Bhanda darr
Disp Displa lays ys/S /Sto tora rage ge Capa Capaci city ty
4 Punjabi Taste
Refrigerator
5 Gu Gurpreet Bakers
Poor Service
6 Raina Hot & Chillz
Ok
7 R.K.Gen. Store
Ok
*
3*24
*
3*24 7*24 *
*
*
Ko
*
Pc
*
2*24 40*24
68 Ga Ganpati Cool Corner *
Ko
5*24
*
[78]
18*24 *
----
----
20*24
66 Everyday Sales
5*24
O Ou utlet Name
15*25
*
*
Ko
Pc
*
*
Ko
15*24
Ko
S.No.
*
14*24
*
63 Pankaj Gen Store
*
*
57 Swastik Sweets Arjunlal Murarlal 58 Murchent
*
Pc
6*24
4*24
2*24 12*24
Ko
*
* * Ko
* Ko
8 Agrawa Agrawall Stores Stores 9 Sri Sri Vnay Vnayak ak Cool Cool Corn Corner er
Disp Displa lays ys
10 Pan Pandit Pan Bhandar
Refrigerator
11 Raj Café
Ok
12 Nadeem Gen. Store
Ok
13 Rag Raghubi hubirr Pan Pan Shop Shop
Sche Scheme mess not not info inform rmeed
14 Sharda Cool Corner
Ok
15 Model Model House House Just Just Madira Madira
Refrig Refrigera erator tor
16 Modern Biz Centre
Ok
17 Par Parmanand Gen. Sto Store
Ok
18 Ja Jai Siyaram Hotel
Ok
19 Maharaja Hotel
Schemes not informed/Damage
20 Gang Gangaa Pan Pan Bha Bhanda ndar
Dama amage Rec Recove overy
21 Mishra Restorent
Ok
22 Mish Mishra ra Mis Misthan than Bhan Bhanda darr
Ok
23 Gujrati Restorent
Displays
24 Ra Raju Pan Bhandar
Ok
25 Kail Kailaash Pan Pan Bha Bhanda ndar
Refri efrige gera rato tor r
26 Chaurasiya Tea Stall
Ok
27 Dee Deepu Tea Corner
Displays
28 Gupta Cool Corner
Displays
29 Sh Shushil Tea Stall
Displays
30 Mayur Bekars
Refrigerator
31 Gaurav Pan Bhandar
Ok
32 Rmjhim Pan Bhandar
Ok
33 Modella
Ok
34 O.P.Stall
Ok
35 Jai Ma Gen. Store
Ok
[79]
36 Rajat Juice
Poor Service
37 Sanjay Sweets
Poor Service
38 Pra Prakash Gen Sto Store
Displays/Stands
39 Sky Refregeation
Ok
40 Deepak Store
Ok
41 Pa Pawan Gen Store
Displays
42 Jai Jai Durg Durgaa Ma Mo Mobi bile le
Disp Displa lays ys/Sc /Sche heme mess not not info inform rmed ed
43 Puspa Gen Store
Ok
44 Aman Gen Store
Refrigerator damaged
45 Amit Gen Store
Ok
46 Pritam Pritam Gen Store Store 47 Sandhya Sandhya Juice Corner Corner
Displays/S Displays/Stands tands
48 Raj Gen Store
Refrigerator
49 DuliChand Gen Store
Ok
50 New Nandlal lal Namkeen
Ok
51 Damo Damond nd Prov Provis isio ionn Stor Storee
Ok
52 Vjay Sales
Ok
53 Matu Matusr srii Inte Interp rpri risses
Sche Scheme mess not not info inform rmeed
54 Lalt Laltaa Pras Prasaad Gen Gen Store tore
Stan Standds
55 Balaji Gen Store
Fibers not provided
56 Raj Traders
Ok
57 Swasti Swastikk Sweets Sweets Arjunlal Murarlal 58 Murchent
Ok
59 Agr Agrawal Tea Shop
Service
60 An Anil Cool Corner
Ok
61 Sonu Gen Store
Ok
62 Pu Punjab Biz. Store
Ok
63 Pa Pankaj Gen Store
Ok [80]
64 Jai Shri
Ok
65 Shr Shr Dhan Dhanva vant ntar arii Prats Pratsth than an
Ok
66 Everyday Sales
Ok
67 Singh Misthan
Ok
68 Ganpati Cool Corner
Ok
Thank You..! [81]
