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CHAPTER 1
Introduction:
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CHAPTER 2
RESEARCH METHODOLOGY
2.1 INTRODUCTION
The management decision process has become complex and
requires an effective and full proof management information
system. During the year of growing complexities, the management
needs more and more rigorous information to reduce uncertainties
involved in introducing new products and penetrating a new
market. Market research has today becomes an important
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The title given to the subject matter to research work should not be
contents of the research work after going' through its title. The title
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The secondary data are those, which have already been collected
by someone else for other purpose. The data, which are secondary
in the hands of one, may be primary for others. Here the Secondary
data is collected from the company’s R&D department.
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2.11 HYPOTHESIS:
2.13 FINDINGS
2.14 REPORTING
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CHAPTER 3
COMPANY PROFILE
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RED, IN INDIA
Hindustan Coca Cola Beverages Pvt.Ltd., India division under
Eurasia Operating Group has been working on RED i.e. Right
Execution Daily since FEB 2006. Coca Cola Company believes that
its success depends on their ability to connect with consumers by
providing them with a wide variety of choices to meet their desires,
needs and lifestyles choices. Company success further depends on
the ability of their people to execute effectively, every day.
COMPANY GOAL
Company goal is to use the Company’s asset –company brands,
financial strength, unrivaled distribution system, global reach and
talent and strong commitment of our management and associates-
to become more competitive and to accelerate growth in manner
that creates value for our shareowners.
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500 ml + 100 ml
300 ml
free
1000 ml 1.5 L
2L
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SOFT DRINKS:-
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The Coca-Cola
Company
Manufactures Concentrate
Manufactures Finished
Customer
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Consumer
When Coca-cola bid farewell in 1977, Indian market was open for
various cold drinks and several companies came forward pushing
the different in the market. Parle people introduced their Cola-
Thumps Up with a mightily bang saying “Happy days are here
again” as if happy days went away with Coca-cola pure drinks of
Delhi, also without loosing much time introduced pure drinks with
Campa Orange and Campa Lemon. Modern bakeries interested the
market Double Seven, Mohan Meakings with Marry and Pick Up &
McDowell with Thrill, Rush and Sprint and Indian Market where
there was competition previously a cut throat competition and
heavy advertising was on. Each one was trying their best to be
I.I.P.S, DAVV, INDORE - 18 -
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The government has adopted liberalized policies for the soft drink
trade to give the industry a boast and promote the Indian brands
internationally. Although the import and manufacture of
international brands like Pepsi and Coke is enhanced in India the
local brands are being stabilized by advertisements, good quality
and low cost. The soft drinks market till early 1990s was in hands
of domestic players like Campa, Thumps up, Limca etc but with
opening up of economy and coming of MNC players Pepsi and Coke
the market has come totally under their control.
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Soft drinks are available in glass bottles, aluminum cans and PET
bottles for home consumption. Fountains also dispense them in
disposable containers Non-alcoholic soft drink beverage market can
be divided into fruit drinks and soft drinks. Soft drinks can be
further divided into carbonated and non-carbonated drinks. Cola,
lemon and oranges are carbonated drinks while mango drinks
come under non carbonated category.
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non cola
product, 38
non cola product
cola product
cola
product, 62
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Coca Cola mission, vision and values outline who they are, what
they seek to achieve, and how they want to achieve it. These
provide a clear direction for the Company and help ensure that
they are all working toward the same goals.
MISSION
VISION
To achieve sustainable growth, Coca Cola has established a
Vision with clear goals:
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VALUES
Coca Cola is guided by shared Values that they will live by as a company
and as individuals:
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Board Of Directors:
CEO.
Barry Diller : - Chair of the Board & CEO Inter Active Corp.
I.I.P.S, DAVV, INDORE - 25 -
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Donald R. Keough : - Non Executive Chair of the Board Allen & Co.
Inc.
Diplomacy &Internal
Robinson, INC.
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Coca cola also continue to broaden the range of low- and no-calorie
alternatives that they provide to help people manage their caloric
intake. And they offer an increasing variety of package sizes to
allow consumers to manage their consumption. they continue to
expand into beverages with added health and nutrition benefits
such as vitamins and nutrients. Some examples around the world
include the following:
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Strength
Coca Cola competitive strengths include leading brands with a high
level of consumer acceptance, a worldwide network of bottlers &
distributors of company products, sophisticated marketing
capabilities; & a talented group of dedicated associates.
Weakness
Sales of Coca Cola ready-to-drink nonalcoholic beverages are
somewhat seasonal, with the second & third calendar quarters
accounting for highest sales volumes. The volume of sales in the
beverages business may be affected by weather conditions.
Opportunities
Over the next several years Soft Drinks Industry’s growth is
expected to out pace the growth of the world economy. By 2010 is
projected to eclipse $650 billion in total revenue. There is
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Threats
Coca Cola Company competes in the nonalcoholic beverages
segment of the commercial beverages industry. Based on internally
available data & a variety of industry sources, Coca Cola believe
that in 2007, worldwide sales of Company products accounted for
approximately 10% of total worldwide sales of nonalcoholic
beverages products. The nonalcoholic beverages segment of the
commercial beverages industry is highly competitive, consisting of
numerous firms.
A STRONG YEAR
The following pages tell the story of a company delivering
consistent performance that is well-balanced across markets,
categories, customers and products -- a company that is moving
forward with a clear strategic agenda. In 2007, The Coca-Cola
Company earned $2.57 per share, an increase of 19 percent. Unit
case volume grew 6 percent. And net operating revenues grew 20
percent to $28.9 billion.
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In the past year, with "The Coke Side of Life," Happiness Factory-
The Movie and other award-winning marketing programs, we
reinvigorated the energy and optimism at the heart of our brands.
We also invited our consumers to experience the magic and history
of the world's most valuable brand at the highly successful new
World of Coca-Cola, which opened this past year in Atlanta.
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VisiCooler: -
Visicooler is the Sales Generating Assets, which not only make the
beverages product chilled which the company served its customers
at the purchase point but also attract the number of shoppers or
consumers in a given universe to buy company products.
Availability: -
Under Availability, company ensures that their all products are
available at the shop as per the standards of the company to
serves the consumers or the shoppers. The main focuses of
Availability are as follows: -
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Activation: -
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Table Top display unit/Hanging Rack, at least 1 should be pure & should be
at least 50% charged in Convenience Stores.
Self Display Rack in which minimum 8 facings of any PET displayed &
visible in Grocery.
Branded Menu Cards with KO (cola) Beverages Menu (at least 5 Menu
Cards)/Menu Board (at least 1) with KO beverages listing.
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to the Management in tuning the Market Execution Team. There are two parts of
the Market Developer RED tracker: -
It is a tool, which fix the activities of the Market Developer for the given period.
In the Market Development Permanent Journey Plan, the information about the
following things is given: -
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The total marks assigned under RED are 100 and these total marks
are segregated among the three factors of the RED, which are as
follows: -
VISICOOLER = 30 MARKS
AVIABILITY = 50 MARKS
ACTIVATION = 20 MARKS
Coca Cola India has been working on RED (Right Execution Daily) since 2006. In
Patna Region RED was introduced in FEB 2006. RED is an integration of Sales
Management & Marketing Execution Plan. By this, company not only has been
I.I.P.S, DAVV, INDORE - 43 -
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increasing its Sales & Market Shares but it also has proved as a media for the
company to come closer to its Customers & Shoppers.
This case of Coca Cola Company is related to the Patna Region where the company
is the leader in the both the Market Shares & the Sales Volume. After RED was
introduced in Patna, the Company continuously tried to improve its RED Score
Card.
Its RED Score Card shown in April 2008, in Patna Region (especially Exhibition
Road, Pirmohani, Goriatoli & New Market) was 34.5% (Approx), which was not
near to the Standard i.e. 50, fixed for the month.
The Standard for the month May was fixed 60 by the Sales Management for this
Region. But the result was negative for this month i.e. 22.3%(approx). The RED
Score declined by 63% in this month as it was fixed by sales management.
It put extra pressure on Sales Execution Team to uplift this Score in the month of
June. So, it was the challenge for the Sales Execution Force to regain its prestige but
still they didn’t achieve the minimum Standard of 60% but somehow manage the
score 31.1% which was increased from the previous month.
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35
30
25
20 APRIL
15 MAY
10 J UNE
0
MARKS
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CHAPTER 4
4.1 INTRODUCTION:
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Analysis:
Age No. of % of
Persons Respondents
15 - 25 68 45.33%
26 - 35 41 27.33%
36 - 45 23 15.33%
46 - 55 18 12.00%
150 100%
Table 4.2.1.a
Fig. 4.2.1.a
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Interpretation:
Analysis:
Male 120
Female 30
Total 150
Table 4.2.2.b
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Fig. 4.2.2.b
Interpretation:
Analysis:
Student 45
Others 29
Servicemen 46
Businessmen 30
Total 150
Table 4.2.3.c
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Fig. 4.2.3.c
Interpretation:
Analysis:
Yes 131
No 19
Total 150
Table 4.2.2
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Fig. 4.2.2
Interpretation:
Analysis:
Coca-Cola 57
Pepsi 31
Frooti 39
Others 23
Total 150
I.I.P.S, DAVV, INDORE - 51 -
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Table 4.2.3
Fig. 4.2.3
Interpretation:
Analysis:
Thumps Up 45
Coca Cola 30
Sprite 22
Maaza 53
I.I.P.S, DAVV, INDORE - 52 -
Total 150
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Table 4.2.5
Fig. 4.2.5
Interpretation:
Analysis:
Quality 40
Taste 78
Benefit 10
I.I.P.S,
To DAVV,
quenchINDORE
thirst 22 - 53 -
Total 150
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Table 4.2.6
Fig. 4.2.6
Interpretation:
Analysis:
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Advertising 100
Friends 39
Newspapers 01
Others 10
Total 150
Table 4.2.7
Fig. 4.2.7
Interpretation:
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Analysis:
Thumps Up 43
Limca 12
Fanta 12
Maaza 37
Sprite 21
Coca Cola 25
Total 150
Table 4.2.8
Fig. 4.2.8
Interpretation:
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Analysis:
Table 4.2.10
Fig. 4.2.10
Interpretation:
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Analysis:
Table 4.2.11
Fig. 4.2.11
Interpretation:
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Analysis:
Table 4.2.13
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Fig. 4.2.13
Interpretation:
Analysis:
Person Factor 64
Advt. Factor 20
To remain Chill 50
Parties 16
Total 150
Table 4.2.14
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Fig. 4.2.14
Interpretation:
Analysis:
200 ml 74
300 ml 44
500 ml 22
1.5 litres 10
Total 150
Table 4.2.15
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Fig. 4.2.15
Interpretation:
Analysis:
Own Judgement 95
friends 24
Family Members 12
Shopkeeper 14
Any Other 05
Total 150
I.I.P.S, DAVV, INDORE - 62 -
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Table 4.2.17
Fig. 4.2.17
Interpretation:
Analysis:
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Table 4.2.18
Fig. 4.2.18
Interpretation:
Analysis:
Table 4.2.19
Fig. 4.2.19
Interpretation:
Analysis:
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Table 4.2.20
Fig. 4.2.20
Interpretation:
Analysis:
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Fig. 4.2.22
Interpretation:
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CHAPTER 5
5.1 CONCLUSIONS:
2) Out of the whole lot of the Coca Cola products most of the
people prefer to take Maaza in Large quantities.
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5.2 SUGGESTIONS:
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CHAPTER 6
BIBLIOGRAPHY
6.1 BOOKS
6.2 WEBSITES
www.financialexpress.com
www.businessworld.com
www.cocacolacompany.com
www.cocacolaindia.com
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CHAPTER 7
APPENDIX
7.1 Questionnaire
Dear Respondent,
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RAHUL
TRIVEDI
[ M.B.A
Marketing]
1. Consumer details:-
a) Name:-
…………………………………………………………………………
…………………………
b) Age:-
…………………………………………………………………………
……………………………
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c) Gender:-
…………………………………………………………………………
d) Occupation:-
…………………………………………………………………………
……………….
e) Address:-
…………………………………………………………………………
……………………
a) yes [ ] b) no [ ]
3. Which beverages do you prefer to take?
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e) Sprite [ ] f) Coca-Cola [ ]
a) yes [ ] b) no [ ]
11. Do you find coca-cola product in the right condition when you ask for it? a)
yes [ ] b) no [ ]
a) yes [ ] b) no [ ]
13. Do you have any problem regarding the price affixed by the price tag of
coca-cola product?
a) yes [ ] b) no [ ]
17. Who is in your opinion taking decision relating to purchase?
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18. If the current brand is not available then will you switch over to the other
brand?
a) Yes [ ] b) no [ ]
20. Do you visualize any attractions in the form of activation boards or hoardings
or banners in front or above the outlets in which cold drinks from the Coca
Cola Inc. are being sold?
22.When inside any Coca Cola Drink Outlet, do you see the
Visicooler in proper condition?
………………………………………………………………………………………
………………………………..
I.I.P.S, DAVV, INDORE - 75 -
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10,40
Cost of goods sold 8,164 8,195 7,674 7,776
6
Selling, general
and 10,94
9,431 8,739 7,890 7,287
administrative 5
expenses
Other operating
254 185 85 480 573
charges
Operating income
I.I.P.S, DAVV, INDORE 7,252 6,308 6,085 5,698 5,221
- 77 -
Equity income --
668 102 680 621 406
net “Thanda Matlab, Coca
“IMPACT OF RED ON THE SALE OF COCA COLA
PRODUCT: A STUDY IN LUCKNOW MARKET”
2008 - 09
Diluted net
2.57 2.16 2.04 2.00 1.77
income
Closing market
price on 61.37 48.25 40.31 41.64 50.75
December 31
7.2.5 TOTAL
MARKET VALUE 142,28 111,85 95,50 100,32 123,90
$ $ $ $ $
OF COMMON 9 7 4 5 8
STOCK
Cash, cash
equivalents and
current $ 4,308 $ 2,590 $ 4,767 $ 6,768 $ 3,482
marketable
securities
Property, plant
and equipment -- 8,493 6,903 5,831 6,091 6,097
net
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Capital
1,648 1,407 899 755 812
expenditures
29,42
43,269 29,963 31,441 27,410
Total assets 7
Shareowners' 16,35
21,744 16,920 15,935 14,090
equity 5
NET CASH
PROVIDED BY
$ 7,150 $ 5,957 $ 6,423 $ 5,968 $ 5,456
OPERATING
ACTIVITIES
Year Ended
2007 2006 2005 2004 2003
December 31,
Unit Case
Volume (in 22.7 21.4 20.6 19.8 19.4
billions)
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Cost of goods
10,406 8,164 8,195 7,674 7,776
sold
14,90
Gross profit 18,451 15,924 14,068 13,081
9
Selling, general
and
10,945 9,431 8,739 7,890 7,287
administrative
expenses
Other operating
254 185 85 480 573
charges
Operating
7,252 6,308 6,085 5,698 5,221
income
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Equity income --
668 102 680 621 406
net
Other income
173 195 (93) (82) (138)
(loss) -- net
Gains on
issuances of
-- -- 23 24 8
stock by equity
investees
Average shares
outstanding
2,331 2,350 2,393 2,429 2,462
assuming
dilution
Diluted net
2.57 2.16 2.04 2.00 1.77
income
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Closing market
price on 61.37 48.25 40.31 41.64 50.75
December 31
7.2.11 TOTAL
MARKET VALUE 142,28 111,85 95,50 100,32 123,90
$ $ $ $ $
OF COMMON 9 7 4 5 8
STOCK
Cash, cash
equivalents and
current $ 4,308 $ 2,590 $ 4,767 $ 6,768 $ 3,482
marketable
securities
Property, plant
and equipment -- 8,493 6,903 5,831 6,091 6,097
net
Capital
1,648 1,407 899 755 812
expenditures
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Total assets 7
Shareowners' 16,35
21,744 16,920 15,935 14,090
equity 5
NET CASH
PROVIDED BY
$ 7,150 $ 5,957 $ 6,423 $ 5,968 $ 5,456
OPERATING
ACTIVITIES
About VisiCooler
Diamond
1. Is a Coca Cola
Visi/Chest-cooler
present?(if answeris
No. skip questions 2-
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7)
Chest Cooler-10cs+
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inside.
TOTAL 30 30 30
About Availability
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Diamond
TOTAL 50 50 50
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Grocery
4. Is there a 3 tier
Display Rack with
header present?
(If answer is No,
skip question 5).
Convenience
7. Table Top Display 5 Should be 100%
Unit/or hanging pure , charged at
Rack (at least 1, least 50% ,
should be pure & moreover, it should
at least 50% be on /near the front
charged). counter, where it is
easily visible to the
customer
11. “Thanda
Are prices of HCCBPL Matlab,
4 Coca
4 4 Any price communication,
“IMPACT OF RED ON THE SALE OF COCA COLA
PRODUCT: A STUDY IN LUCKNOW MARKET”
2008 - 09
About VisiCooler
Gold
1. Is a Coca Cola
Visi/Chest-cooler
present?(if answeris
No. skip questions 2-
7)
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Chest Cooler-10cs+
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TOTAL 30 30 30
About Availability
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Gold
TOTAL 50 50 50
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Grocery
4. Is there a 3 tier
Display Rack with
header present?
(If answer is No,
skip question 5).
Convenience
7. Table Top Display 5 Should be 100%
Unit/or hanging pure , charged at
Rack (at least 1, least 50% ,
should be pure & moreover, it should
at least 50% be on /near the front
charged). counter, where it is
easily visible to the
customer
11. “Thanda
Are prices of HCCBPL Matlab,
4 Coca
4 4 Any price communication,
“IMPACT OF RED ON THE SALE OF COCA COLA
PRODUCT: A STUDY IN LUCKNOW MARKET”
2008 - 09
About VisiCooler
Silver
Q. E&D Grocer Convenience Remarks
No y
1. Is a Coca Cola
Visi/Chest-cooler
present? (If answer
is No. Skip questions
Page 95
2-7)
Chest Cooler-10cs+
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inside.
TOTAL 30 30 30
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About Availability
Silver
Page 98
TOTAL 50 50 50
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Cards with KO
Beverages Menu (at
least 5 menu
cards) /Combo
Communication/Table
Top Vinly
Grocery
4. Is there any Display
Rack with header
present? (If answer
is No, skip question
5).
Convenience
8. Table Top Display 7 Should be
Unit/or hanging Rack 100% pure ,
(at least 1, should be charged at
pure & at least 50% least 50% ,
charged). moreover, it
should be on
/near the front
counter, where
it is easily
visible to the
customer
All
Channe
ls
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