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A PROJECT

ON
“DRY OUTLETS OF COCA-COLA IN PATNA”
AT
HINDUSTAN COCA-COLA BEVERAGES PVT LTD.
SUBMITTED TO
SINHGAD INSTITUTE OF MANAGEMENT
IN PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE
AWARD OF
PGDM
SUBMITTED BY
SHIVRAJ
UNDER THE GUIDENCE OF
PROF. R.R KENDR

OBJECTIVE OF THE STUDY

1) To know the reason behind prevailing dry outlet

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

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

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

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


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

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

SCOPE OF THE STUDY


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

Assets) on sell.

2)To increase number outlets.

3)To make a platform for market developer to work on difficult dry outlet.'
OBSERVATION

To collect order each and every outlet.

To cheque Vz-cooler with 100% purity.

To see a soft drink in Brand Order.

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

To see every outletVz- cooler will present in prime location.

To visit every outlet in regular basis.

To go every outlet and listen any problems in Vz- cooler and soft drink to be
noted in complaine diary.

To see each and every outlet worked in better condition.

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

To see as a Market developer (M.D.) ifany outlet will not selling yourproduct than

you asked why you are not selling in my product. Then you give advice to outlate.

LIMITATIONS
Although all efforts have been taken to make the results of survey as accurate as
possible but the survey suffers from the following limitations:

The time period of study was only for two month so it was not possible to
cover all the areas and go into the depth of the problem and make analysis.

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

The psychological condition varies from place to place because in many
places outlet owner was not supportive.

The training was carried on in the peak season so market developer was not so
supportive.

Some respondents left some of the questions unanswered either due to
inability to put a strain on mind or they did not know the answer
DISTRIBUTION NETWORK

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

upthe responsibility of distribution of products to diverse parts of the cities.

Thedistribution channels are constructed in such a way that the demand of

customers isfulfilled at the right place and the right time when it is needed by

them.
A typical distribution chain at HCCBPL would be:
Production--- Plant Warehouse--- Depot Warehouse--- Distribution
Warehouse
--- Retail Stock --- Retail Shelf ---C ons umer

The customers of the Company are divided into different categories and

differentroutes, and every salesman is assigned to one particular route, which is to

be followedby him on a daily basis. A detailed and well organized distribution

system contributesto the efficiency of the salesmen. It also leads to low costs,

higher sales and higherefficiency thereby leading to higher profits to the firm.
DISTRIBUTION ROUTES
The various routes formulated by HCCBPL for distribution of products are as
follows:

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

chunk of the total sales of the Company. It basically consists of organizationsthat

buy large quantities of a product in one single transaction. The Companyprovides

goods to these customers on credit, payments being made by themafter a certain

period of time i.e. either a month of half a month.


Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.
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Future Consumption: This route consists of outlets of Coca-Cola products,

wherein a considerable amount of stock is kept in order to use for

futureconsumption. The stock does not exhaust within a day or two, instead as

andwhen required stocks are stacked up by them so as to avoid shortage or non-

availability of the product.


Examples: Departmental stores, Super markets etc.

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

stocks on a daily basis. The stocks of products in these outlets are not storedfor

future use instead, are exhausted on the same day and might run a little intothe next

day i.e. the products are consumed at a fast pace.


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

General: Under this route, all the outlets that come in a particular area or an
area along with its neighboring areas are catered to. The consumption period is
not taken into consideration in this particular route.
DISTRIBUTION SYSTEM

Direct distribution: In direct distribution, the bottling unit or the bottler
partner has direct control over the activities of sales, delivery, and
merchandising and local account management at the store level.
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Indirect distribution: In indirect distribution, an organization which is not
part of the Coca-Cola system has control on one or more of the distribution
elements (Sales, delivery, merchandising and local account management)

Merchandising: Merchandising means communication with the consumer at
the point of purchase to convey product benefit, value and Quality.Salespeople and

delivery personnel both have this responsibility. In certainlocations special teams

who go into business locations to specificallymerchandise our products.


DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS
The Distribution process mainly consists of three departments:

Distribution Department: It appoints distributors and establishes a

distribution network, processes approved sale orders and prepares

invoices,arranges logistics and ship products, co-ordinates with distributors

forcollections and monitors distribution stocks and their set-up.



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

compliance with the credit policy followed by the firm, records collectionsfrom

distributors, periodically reconciles outstanding balances fromdistributors, obtains

balance confirmation from distributors and follows upoutstanding balances.


Shipping or Warehousing Department:It dispatches goods as per approved by
order, ensures that stocks are dispatched on a FIFO basis, ensures physical control
over load out area and updates warehouse stock records in a timely manner.
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ANALYSIS OF DATA
Data are collected from different location of Patna Market.
1.RAZA BAZAR
2.DANAPUR
3.RAJBANSI NAGER
4.PATEL NAGER
5.BAILY ROAD
SURVEY ANALYSIS.
The Survey was conducted in in different location of Patna. A Total survey Of250
outlet was conducted.
1. INCEPTION OF THE OUTLET
2. SHOPKEEPER’S INTEREST TO SELL COLD DRINK
3. BRAND PREFERENCE
4.BRAND ORDER IMPACT
5. SERVICE PROVIDER
6. RESPONSE TO PROBLEMS WITH SUPPLY FROM COMPANY
7. ATTRIBUTES AFFECTING SALE
8. PREFFERED COLA FLAVOUR
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9. REFRESHER PREFFERED
10. PREFFERED ORANGE FLAVOUR

11. PREFFERED MANGO FLAVOUR

12. IMPACT OF ACTIVATION ELEMENT ON SALE

13. IMPACT OF ACTIVATION ELEMENT ON E&D

14. IMPACT OF ACTIVATION ELEMENT ON GROCERY


15. IMPACT OF ACTIVATION ELEMENT ON CONVENIENCE STORE
16. IMPACT OF RED ON SALE
17.COMPANY PREFFERED IN TERMS OF SCHEME
SUGGESTIONS
Taking the above analysis into consideration, the following points can be regarded
for
further marketing of the product:

It should be essential to provide SGA to company’s keys outlets and thequality of
the SGA should be good especially it should consume lesselectricity.

Company should introduce incentive based schemes for RED score. Incentive
should be different for different RED score.

Company should start campaign to provide information about RED to the
outlets because many of them have no idea about RED.

Company should instruct MD to achieve a certain target of RED score in a
particular month.

Higher authority of the HCCBPL should make regular visit to the RED outlet
of the various areas & should deal with complaints.
Schemes should be provided at regular interval especially in the peak seasons
and Information of schemes should be crystal clear.
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CONCLUSIONS

Coca-Cola is the leading soft drink brand in Patina region & most selling brand in
the region is Thumps Up, Sprite and Maaza.

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

Prime position of Visi-cooler outside the outlet plays an important role in the
selection of the soft drink by customer.

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

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

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