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SUMMER
INTERNSHIP
COCA COLA PVT. LTD.
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PROJECT ON
“Execution mapping in red (right
execution daily)”

GUIDED BY-ANAND JAIN

SUBMITTED BY- AJAYRAJ SINGH RAJAWAT

SUBMITTED TO- PROF-KRATIKA PRADHAN
Project Report submitted to Vinayaka Missions University in Partial Fulfillment
for the award ofMaster of Business Administration in

MARKETING MANAGEMENT

By
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AJAYRAJ SINGH RAJAWAT

(Reg. No-____________________)

Under the Guidance of

COCA COLA PVT.LTD.

TO

A
VINAYAKA MISSIONS UNIVERSITY
SALEM, TAMILNADU, INDIA.
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JULY 2010

Acknowledgement

I am glade to bring out this project report. I

realized my duty of healthy thanks to all those who
helped me in bringing about this project and convey
my heartiest gratitude towards all of them.
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I am extremely gratified to my faculty PROF-KRATIKA

PRADHANfor their kind supervision and guidance as
well as their cooperation to complete this project in the
best way. I pay my gratitude to our DIRECTOR-Dr.
JAYANT MOHAPATRA&DEAN-Dr.VIKAS TIWARIof
my college for giving me a nice opportunity as well as
their kind attitude towards this work. I also want to
thank all my Company guider Mr.AnandJain(sales
executive)&Mr.Ravi Jain(area manager)who helped
me directly or indirectly. I am obliged & pay regards to
my institution for giving me such a kind opportunity to
make this project to present my talent before the
world.

At last but not the least I would like to thanks my

“PARENTS” in the absence of whom this work could
never be possible.
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Declaration

I AJAYRAJ SINGH RAJAWAT S/o NARAYAN

SINGH RAJAWAT hereby declare that this
project report titled “A study of Personnel
productivity”, is an authentic work done by me
as complementary part of MBA program. Not it is
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not a duplicate work of readymade assignment

of others.

On being proved so I myself will be liable for

consequences.

AJAYRAJ SINGH RAJAWAT

(MBA IIIrd SEM)
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Findings:
Project red is very successfull
1.

concept in the market applied by

the company coca cola , to
understand the satisfaction level
or services level of the customers.
2.Right execution daily concept
increased the consuming of the
products of coca cola.
3.This concept has increased the
supply maintenance regularly.
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4.Right execution daily has makes

the services regarding
performance of market developer.
5.Customer wants to make it
continue with them, they know
the benefits of this concept.

SUGESSTIONS:
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1.SOMEWHERE COMPANY NOT ABLE

TO FULLFILL THE DEMAND OF
CUSTOMER REGARDING
MAINTENENCE.
2.COMPANY SHOULD MAKE A TEAM OF
ELECTRICAL ENGINEERS FOR
REFRIGERATORS PROBLEM.
3. THEY SHOULD MAINTAINE THE

SUPPLY .
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LIMITATION:
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1.LACK OF INFORMATION SYSTEM.

2.LACK OF INTEREST OF NEGOTIATION
WITH CUSTOMERS TO UNDERSTAND
THEIR PROBLEMS.
3.TECHNOLOGICAL AND VEHICLE
SERVICES.
4.LACK OF CUSTOMER FEED BACK
SYSTEM.
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Agra sales & marketing services

PRIVATE LIMITED

Bottling of the coca cola (india)

PROJECT REPORT
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ON
Execution Mapping in RED (Right Execution Daily)

outlets in

A report submitted towards the partial fulfillment of the requirements

of the two years full-time PGDM (Marketing)

Submitted by:

AJAYRAJ SINGH RAJAWAT

PGDM (Marketing)

SUBMITTED TO:

PROF- KRATIKA PRADHAN

GUIDED BY

ANAND JAIN
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CERTIFICATE FROM THE GUIDE

This is to certify that project titled “ IMPACT OF RED” in Gwalior city for “AGRA SALES &

MARKETING PVT. LTD. BOTTLING OF THE COCA-COLA (INDIA).”Is basedon live Project

study conducted by ANKUR SHARMAat Gwalior during his tenure as a summer trainee with us and in

our guidance.

PLACE: Mr. Anand Jain (S.E.)

DATE:
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ACKNOWLEDGEMENT

“Gratitude is the hardest of all emotions to express. There is no word capable of conveying all that one
feels until we reach the world where thoughts can be adequately expressed in worlds, ” Thank you”
will have to do.”
I did the work as management trainee at “AGRA SALES & MARKETING PVT. LTD. BOTTLING
OF THE COCA-COLA (INDIA).”At Gwalior for a period of 45 days starting from 1st july-15th August
2010.
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I would like to extend my heartfelt gratitude to my MBA faculty prof-kratika pradhan , Dean-
Mr.vikas tiwari and Director –Dr.jayant mohapatra who helped me directly and indirectly. Thanks to
Mr. Ravi Jain (A.S.M.) Gwalior for his guidance thought-out the project with out his support and
cooperation I would have failed in my endeavors and targets in summer training. I take this opportunity
to say “Thank you Sir. “
I would also like to thank all the employees and especially Mr. Anand Jain (S.E.)of are branch at
Gwalior for providing me the required knowledge, information and material to have a clear idea of what
beverage industry is all about.
I would also like to thank Mr. Ajay Jain (Marketing Developer)and Kishan upadhyay (Marketing
Developer) and Kuldeep Sharma (Sales man) for his valuable support and suggestions and guidance for
know about a market and help for the improvement and editing of his project report.
Lastly my sincere thanks to all those who have contributed and valuable support during the project
directly and indirectly.

Thanking you

AJAYRAJ SINGH RAJAWAT

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DECLARATION

I will take pleasure in declaring that the project work that is undertaken
by me is an original and authentic work done by me. This project is
being submitted I partial fulfillment for award of degree of PGDM in
from “Indore management institute Indore”.

The content of this report is based on the information collected by me

during my tenure at Coca-Cola at Gwalior for 45 days of training from

1stJuly to 15th August 2010.

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AJAYRAJ SINGH RAJAWAT

PGDM (2009-11)

PREFACE
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The summer training programs are designed to give the practical

knowledge of corporate world. Training is usually meant for such
vocations where advanced theoretical knowledge is to be backed up by
practical experience on the job and it is because of this reason that
summer training programs are designed. So, that the future manger
must be ready to take the future responsibilities.

It was exactly in this context that I was privileged enough to join coca
cola- one of the biggest brand in beverages in the world.

I achieved lots of experience and confidence over the past sevenweek,

which will help me to take the future responsibility on my shoulder.

During this period, I was given to find out the “Execution mapping in
Red-outlet of coca cola”. In the training program, I had tried my
level best to arrange the work in systematic and chronological way.

This endeavor work shall provide the coca cola marketing department,
an idea about market condition. Therefore, it hoped with all sincerity
that this work should be of definite use to the organization.
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Executive summery
Over the last few years, hundreds of companies have greatly improved their performance
&the graph of growth through superior sales promotion services. Today many companies
are building on these foundations and are tuning their products in Soft drink segment into
a formidable competitive weapon. Sales Promotion services have become a subject of
huge interest in recent years.

Sales Promotion Services is growing because:

➢ In the face of ever-increasing competition in organizations feel, it is important

to build reliable & sustainable processes with focus on strong relationships
with customers.
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➢ Significant revenue & profit gains can be made from successful Sales
Promotion Activities that improve efficiency & help serve customers better &
faster.
The different distribution channels are as follows:"

1. Eating & Drinking 2.Convenience 3.Grocery

➢ Activation is the key part of Coca-Cola marketing strategy
➢ Company believes that soft drink sell is not a planned sell it's a impulse
buying, and activation create impulse for buying
➢ For improvement of Coca-Cola market, a proper research work has done.
Sales Promotion Strategies are offering new & better ways of addressing industries
objectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to
increase the sales of the soft drink.
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INDEX

CHAPTER 1-Rational of the study

CHAPTER 2- RED (Right Execution Daily)

➢ Objective of study
➢ Scope of study
➢ Significance of the study
➢ My role in project RED

CHAPTER-3 Company Profiles

➢ History of Coca cola
➢ Coca-Cola in India

CHAPTER-4 Industrial Profile

➢ Soft drink Industry In India
➢ Coca-Cola in India
➢ Vision of coke in India
➢ Mission of coke in India

CHAPTER-5 Product Profile

➢ Different brands of the Company
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➢ Brand Tagline
➢ Brand Ambassadors
➢ Detail of Brands

CHAPTER -6 Competitive Areas

➢ Competitive area among Coke & Pepsi
➢ Advertising
➢ Brand ambassadors & TV Commercials
➢ Promotion by the company

CHAPTER -7 Marketing Departments

➢ Marketing department
➢ Distribution Network
➢ Sales promotion techniques of the company
➢ Criteria for providing free chilling equipment
➢ S.G.A providing company

CHAPTER-8 Methodology
➢ Research methodology
➢ PGP Plan
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➢ Pre Sale Concept

CHAPTER -9 Hypothesis
➢ Test of hypothesis
➢ Swot analysis
➢ Push & Pull Strategy

CHAPTER -10 Conclusions

➢ Conclusion
➢ Findings
➢ Facts
➢ Suggestions

CHAPTER -11 Questionnaires

➢ QUESTIONAIRE
➢ Declaration
➢ References
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RATIONAL OF THE STUDY

Sales and distribution is an integral part of marketing. Here, Coca Cola the leading brand in soft drinks
worldwide. Coke has maintained its brand image with high precision. The marketing strategy of Coke is
very stringent than others. The main features in their marketing by their offerings and its sales and
distribution.
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It is my gratitude to work with Coca Cola Companyespecially in marketing department. I have been
placed their in sales and distribution department for my internship. The research work was not so easy as
Coca Cola is very strict in their marketing policy.

In the beginning, the main reason for conducting this study was to know the proper allocation of
distribution to the suppliers and also to know about the products sales.

Further, it is to understand the availability of the product and to check out that there is the proper
advertising of the product and to know the working condition of the visi cooler provided by the
company.

Also to know the various scheme provided by the Coca-Cola is really applied in the market or not. And
to compare the schemes with Pepsi products.

The study is done to understand the problem of the retailers, and understanding the pre-sale concept.

Thus, these were the main reasons for conducting this study.
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RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY
➢ The main objective of this RED project is to increase the sales of
the company.
➢ To advertise the various products of the company.
➢ To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta,
Maaza at the retail outlets in the area..
➢ To collect data from retailers for the activation of new channels of distribution.
➢ To study the pre-sale concept of the coke.
➢ To ensure the availability and visibility of the product.
➢ To analyze the effect of scheme

SCOPE OF THE STUDY

➢ By this study, company can know its growth.

➢ This study helps the company to know their actual position in the market.
➢ RED helps to find out the promotion activities of the company and help to make relevant changes
according to their rivalry company.
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➢ This study ensures the availability of the product in the market.

➢ The study helps to fond out the problem of the counter and to find out the requirement for more
sales.
➢ RED helps to maintain the outlets in a well-designed way to attract the consumers.

SIGNIFICANCE OF THE STUDY

➢ This project is helpful to find out the sale trends of the coke products and its

effect on consumer value and satisfaction.

➢ This study provides an insight to the company that what kind of strategy must be

adopted in order to increase the sales and satisfaction o the consumer.

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➢ This project directly deals with the interaction of different kind of people.

MY ROLE IN PROJECT “RED”

IMPLEMENTATION– First task for me was to implement the project in the given area with the
support of MD’s (MARKET DEVELOPER). Various norms for different outlets had been fixed but their
implementation was very important. Different areas were assigned to me in whom I implemented RED
and various higher officials of the organization further visit these areas.

➢ I measured the performance of sales team and distributors (under RED) in outlets with respect to
all parameters of execution.
➢ I did scoring on the scoring sheet.
The scoring sheet was provided based on which scoring can be done. Scoring is done out of 100
marks and they have been further divided in 3 components

1. VISI COOLER - 30 points

2. AVAILABILTY - 50 points

3. ACTIVATION – 20 points
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MARKET AUDITING (TRACKING PERFORMANCE) – Tracking performance of the MD of

corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING
SHEET) and also give the feedback on his performance.

FINDING LOOPHOLES – Finding loopholes in the system like absence of co-ordination between
MD’s and SALES TEAM and report to higher officials (Mr. Vindhya Srivastava)

BRAND CONTACT- I had to interact regularly with shopkeepers to know their problem and try to
solve them. If I could solve them then I reported them to my company guide, else he suggested me the
alternatives, and I took out the orders from retail outlets and to check out the activation.

AVAILABILTY - I also need to give company weekly availability reportof various

Brands.
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COMPANY PROFILES

HISTORY OF COCA-COLA
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The world has changed in many ways since pharmacist; John Smyth Pemberton first introduced the
refreshing tasteof Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to
hundreds of Millions of consumers around the globe. Coca-Colaproducts are served more than 705
million times every day, quenching the thirsts of consumers in more than 195 countries in every climate.
That is a long way to come after such a modest beginning...
May - Pemberton concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He
1886 first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs
Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain.
Whether by design or accident, carbonated water was teamed with the new syrup, producing a
drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper,
Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous
worldwide today, "
1886 - Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons
of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the
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No. 1 soft drink brand ever since.

1891 - Atlanta entrepreneur Mr. Candler had acquired complete ownership of the Coca-Cola business
for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt.
Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to
every state and territory.

1893 - In January, "Coca-Cola" was registered in the U.S. Patent office.

1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds most recognized trademark.
1919 - The Coca-Cola Company was sol a group of investors for $25 million.
1923 - The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million
dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades.
Woodruff's leadership took the business to unrivaled heights of commercial success, making Coca-Cola
an institution the world over.
During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to
supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5
billion bottles to the service.
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1925 - 6 Million Coke's sold per day.

1927 - The first Coca-Cola radio advertisement.
1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first time.
1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters
in North Africa, requesting 10 Coca-Cola bottling plants to serve American servicemen overseas.
Eventually, 64 plants were set up during WWII.
1950 - Advertising on the television began. Currently Coca-Cola is advertised on over five hundred TV
channels around the world.
1961 - Sprite was introduced.
1971 - The song "I'd like to Buy the World a Coke" was released.

1978 - The two liter bottle was introduced, and during that same year the company also introduced
plastic bottles
1982 - Diet Coke was introduced in July.
1985 - The Coca-Cola Company made what has been known as one of the biggest marketing blunder.
They stumbled into a new formula in efforts to produce diet Coke. They put forth 4 million
dollars of research to come up with the new formula.
The new formula was a sweeter variation with fewer tangs, it was also slightly smoother. The factor that
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influenced the change was that Coke's market share fell 2.5 percent in four years. Each percentage point
lost or gain meant 200 million dollars. This was the first flavor change since the existence of the Coca-
Cola company. The change was announced April 23, 1985 at the Vivian Beaumont Theater at the
Lincoln Center. Some two hundred TV and newspaper reporters attended this very glitzy announcement.
The change to the world's best selling soft drink was heard by 81 percent of the United States population
within twenty-four hours of the announcement.
Within a week of the change, one thousand calls a day were flooding the company's eight hundred
number. Most of the callers were shocked and/or outraged, many said that they were considering
switching to Pepsi. Within six weeks, the eight hundred numbers was being jammed by six thousand
calls a day. The company also fielded over forty thousand letters, which were all answered and each
person got a coupon for the new Coke. Many American consumers of Coca-Cola asked if they would
have the final say. When Pepsi heard that, the Coca-Cola company was changing its secret formula they
said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola
wrote a letter to every major newspaper in the U.S. to declare the victory.
Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". They decided to
develop the new formula.
1985 - July 10, eighty-seven days after the new Coke was introduced, the old Coke was brought back in
addition to the new one. This was greatly due to dropping market share and consumer protest.
The market share fell from a high of 15 percent to a low of 1.4 percent. This was said to be a
classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old
Coke off the market.
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The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude.
The comeback of old Coke drove stock prices to the highest level in twelve years. This was said
to be the only way to regain the lead on the cola wars.
1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.
1996 - The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than
65 years, Coca-Cola has been a sponsor of the Olympics.
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CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the people of Atlanta. They accomplish
this through scholarships, hotlines, donations and contributions.
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Another large accomplishment that the Coca-Cola has, is being the first company to make and use
recycled plastic bottles.

JOHN PEMBERTON
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COKE IN INDIA

Despite the formidable track of its parent, $18 billion giant in Atlanta USA.Coke India record 1800 crore
soft drink makers is prominent. Coca-Cola entered in India market after 16 years from Hathras Dec
1993.Cocacola became the undisputed leader of the Indian soft drink market because of their acquiring
rights of Ramesh Chauhan aerated Parle drinks with one stroke of pen and a bill of 140 crore, coke
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picked by five brands Thums up, limca, Gold spot, Citra, Maaza with a combined rate of 65% with
Thums up alone accounting for 56% then 650 crore segment.

BENCHMARK

➢ Coca-Cola ranks no.1 brand in the world by the business world survey followed by companies
like Microsoft and IBM.
➢ Coca-Cola is the market leader in the whole world in beverage industry.
➢ Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry.
➢ Coca-Cola enjoys approx. 60% market share in Indian beverage industry.
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INDUSTRIAL PROFILE

SOFT DRINKS INDUSTRY IN INDIA

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Non-ColaNNNN
ColaNNNN
Non-CarbonatedCCCC
CarbonatedNNNN
Non-AlcoholicCCCC
AlcoholicNNNN
BEVERAGESAAAA Non-Cola
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Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is

known as the “Beverage Battlefield” in India. Today India is one of the most sought after countries for

foreign investments because of their continually growing market opportunities. However, during Coca-

Cola and Pepsi’s attempts to broaden their global consumer bases both companies encountered several

obstructions on their pursuits of conquering the Indian soft drink market.

INTIAL DIFFICULTIES
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From a historical standpoint, Coca-Cola and Pepsi were facing obstructions even before entering

the market in the late 1980’s. Coca Cola’s past venture in India had ended on bad terms with the Indian

government when they refused to offer up their trade secrets. During the absence of foreign investment

in the soft drink industry in India a local company, Parle, became the market leader. Parle invested a

great deal into their leading brand, Thums Up, and played a dominant role in the soft drink industry until

the liberalization of the Indian economy in 1991. After this time many of the political and legal obstacles

facing Coca-Cola and Pepsi were lessened.

POLITICAL CHALLENGES

Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003,

when the United States and Britain invaded Iraq, the All-India Anti-Imperialist Forum called a boycott

on goods from America and India. Indian has protested American companies for the war and specifically

targeted Coca-Cola and Pepsi products. While the war was beyond control for these two companies,

management perhaps could have done more to not only attempt to predict the backlash from Indian

consumers due to the war, but also could have created advertisement campaigns to address the situation.
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While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola

and Pepsi did many things to prevent that situation from happening.

Both companies heavily participated in the cultural festival of Navratri in western

India to promote their products and create brand awareness in a culturally traditional setting. The

companies also produced television and print advertisements that linked important Indian themes to their

products by

“Building a connect using the relevant local idioms” Coca-Cola and Pepsi both utilized popular

Indian sporting events, athletes, and celebrities to endorse their products. Both companies could’ve made

the mistake of using American celebrities or already made American commercials to advertise their

products in India, but instead made the right move by making advertisements to specifically target their

foreign market.
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PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by adapting to cultural barriers in India. One

such barrier was the affordability of products for Indians. Because India is a country where people are

known to live on very little a day, the idea of getting people to spend what little they have on a soft drink

could be quite a stretch. However, Coca-Cola India went with an aggressive pricing policy and reduced

the price of their soft drinks in 2003 from 15% to 25% nationwide. To compete competitively in the

market, Pepsi reduced their prices as well. This move allowed both companies to offer products that

were affordable to the target market in India but also encouraged more Indians to consume Pepsi and

Coca-Cola products.

Both companies also created smaller sized bottles to allow for lower prices for Indian consumers.

Coca-Cola and Pepsi created bottles ranging in size from 200 ml to 500 ml to adapt to cultural needs and

increase their sales. By offering smaller sized bottles, many consumers also increased the frequency in

which they were purchasing the soft drinks.

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HISTORY OF COCACOLA IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula

to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act

(FERA), which governed the operations of foreign companies in India. After a 16-year absence, Coca-

Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the

nation's top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands

including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided

not only physical manufacturing, bottling, and distribution assets but also strong consumer preference.
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This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding

and global trends in tastes while also tapping into traditional domestic markets.

Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet

Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley

water brand and in 2001, Shock energy drink and the powdered concentrate Sun fill hit the market.

From 1993 to 2003,

Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international

investors.22 by 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions

of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India

achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached

breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance,
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Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore)

between September 2002 and March 2003.

Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly owned

bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of

twenty-nine contract-packers to manufacture a range of products for the company. The complete

manufacturing process had a documented quality control and assurance program including over 400 tests

performed throughout the process.

The complexity of the consumer soft drink market demanded a distribution process to support 700,000

retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked

tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its

own employees, Coke indirectly created employment for another 125,000 Indians through its

procurement, supply, and distribution networks.

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COCA-COLA :VISION

VISION FOR SUSTAINABLE GROWTH

➢ PROFIT: Maximizing return to shareowners while being mindful of our overall

responsibilities.

➢ PEOPLE: Being a great place to work where people are inspired to be the best they can be.

➢ PORTFOLIO:Bringing to the world a portfolio of beverage brands that anticipate and

satisfy peoples’ Desires and needs.
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➢ PARTNERS: Nurturing a winning network of partners and building mutual loyalty.

➢ PLANET: Being a responsible global citizen that makes a difference.

COCA-COLA:MISSION
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Create consumer products services and communications customers service and bottling system strategy

process and tools in order to create competitive advantage and deliver superior value to-Consumers as a

superior beverage experience.

➢ Consumers as an opportunity to grow profit through the use of finished drinks.

➢ Bottlers as an opportunity to make reasonable to grow profits and value added

➢ Suppliers as an opportunity to make reasonable when creating real value added in environment of

system wide teamwork, flexible business system and continuous improvement.

➢ Indian society in form of contribution to economic and social development.

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PRODUCT PROFILE
DIFFERENT BRANDS OF COMPANYPRODUCT HIGHLIGHT
 Page 55 of 179

The world's favorite drink. The world's most valuable brand. The most recognizable
word across the world after OK. Coca-Cola has a truly remarkable heritage. From a
humble beginning in 1886, it is now the flagship brand of the largest manufacturer,
marketer and distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft drinkuntil 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is available to more' and
more people, even in the remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the

past ten years has captured the imagination of the nation, building strong
associations with cricket, the thriving cinema industry, music etc. Coca-Cola has
been very strongly associated with cricket,
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Sponsoring the World Cup in 1996 and various other tournaments,

including the Coca-Cola Cup in Sharjah in the late nineties. Coca Cola’s advertising
campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered
the youth's vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab
Coca-Cola" which skyrocketed the brand to make it India's favorites soft-drink
brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing
initiative together with improved distribution ensured that all brands in the
portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities
including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav
Ganguly, southern celebrities like Vijay in the past and today. Its brand
ambassadors are Aamir Khan and Hrithik Roshan.
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Glass PET Can

200ml, 300ml 600ml, 2L 330ml

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Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in 1993.

Thums 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 the boys.

Glass PET Can

200ml, 300ml, 600ml, 2L 330ml

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“Lime ‘n’ Lemoni” Limca, Derived from “nimbus” + “jaisa”.. Hence, “lime sa”.

Limca has been lived up to its promise refreshment and has been the original thirst
choice of millions of consumers for over 3-decades.

Born in 1971 has remained unchallenged as the No.1

Sparkling Drink in the cloudy lemon segment.

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Glass PET Can

200ml, 300ml, 600ml, 2L 330ml

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Internationally 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.

Over the Years Fanta has occupied a strong market place and is identified as "The
Fun Catalyst".
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Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting taste
and tingling bubbles taste that not just up lifts feelings but also helps free spirit
thus encouraging one to indulge in the moment. This positive imagery is associated
with happy, cheerful and special times with friends.

Glass PET Can

200ml, 300ml 600ml, 2L 330ml

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Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190
countries.
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In India, Sprite was launched in year 1999 & today it grown to be one of the fastest
growing soft drinks, leading the clear lime category.

Today Sprite is perceived as youth icon, why? With a strong appeal to the youth,
Sprite has stood for a straight forward and honest attitude. Its clear crisp refreshing
taste encourages the today’s youth to trust their instincts, influence them to be
true to who they are and to obey their thirst.

Glass Pet Can

200ml, 300ml 600ml, 2L 330ml

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Maaza was launched in 1976. Here was a drink that offered the same real taste of
fruit juices and was available throughout the year.

In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the
fruit category.

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 hai Naam” consumers regard Maaza as wholesome,
natural, fun drink which delivers the real experience of fruit.

The current advertising of Maaza position it as an enabler of fun friendship

moments between moms and kids as moms trust the brand as the kids love its
taste. The campaign builds on the existing equity of the brand and delivers a
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relevant emotional benefit to the moms rightly captured in the tagline “Yaari Dosti
Taaza Maaza”.

Glass Tetra Pet Pet

200ml, 300ml 200ml 600ml 1.25ml

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Minute maid Pulpy orange

The brand launched in its internationally successful minute maid pulpy Orange “
avatar is a naturally refreshing juice drink which offers an Unmatched taste
experience to consumers due to the presence of real ‘orange pulp” This innovative
consumer proposition is best explained by The brand tagline “Refreshing orange,
surprisingly pulpy”. Minute maid Pulpy orange has been made available in two PET
pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.

MOBILE Pet
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250ml,400ml 1.l
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Water a thirst quencher that refreshes, a life giving force that washes all the toxins
away. A 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 where water governs the lives of the millions, be it as part of everyday rituals
or as the monsoon which gives life to the sub-continent.
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Kinley water understands the importance and value of this life giving force. Kinley
water thus promises water that is as pure as it is meant to be. Water you can trust
to be truly safe and pure.

Kinley water comes with the assurance of Safety from the Coca-Cola Company.
That is why we introduced Kinley with reverse- osmosis along with the latest
technology to ensure the purity of our product. That is why we go through rigorous
testing procedures at each location where Kinley is produced.

Because we believe that right to pure, Safe drinking water is fundamental. A

universal need that cannot be left to chance.

NUMBER OF BOTTLES IN A CASE

PACK NO.OF BOTTELS IN A CASE

200ML 24
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300ML 24

600ML 24

1.2 LTR 12

1LTR 6

2LTR 9

1 KINEY CARTOON 12
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COMPETETIVE AREA

Competitive area among Coke & Pepsi

Coca-Cola India Pvt Ltd maintained its leading position in soft drinks in India, followed by PepsiCo

India Holdings Pvt Ltd in 2006. Whilst the retail volume shares of Coca-Cola India and PepsiCo India

slipped in 2006, because of the growing health concerns caused by the aftermath of the pesticides

controversy, both maintained a comfortable lead over the other manufacturers. Parle ,Bisleri Ltd has

steadily gained shares from the carbonates giants over the review period, to emerge as the third ranked

company in 2006. The battleground for beverages has moved from carbonates to bottled water and

fruit/vegetable juice, with manufacturers turning their attention towards these healthier beverages, as

consumer interest continues to surge forward. A number of new players have entered fruit/vegetable
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juice and bottled water, vying for a slice of the growing pie. While cricket had always been the most

popular sport in India, with new technology coming into cricket from coverage to sports gear to

day/night versions of the game, it was set to acquire the status of a religion in the sub-continent. Pepsi

picked up the opportunity early on by not only contracting the rights to all Tests and One Day

Internationals (ODIs) played in India, but also signing up top performers early such as Sachin Tendulkar

and Rahul Dravid and creating some very cutting edge and memorable advertising campaigns with them.

The distribution network of Coca cola had 6.5 lakh outlets across the country, which the company is

planning to increase to eightlakhs. On the other hand, Pepsi Co.’s distribution network had 6 lakh outlets

across the country which it is planning to increase to 7.5 Lakh.

COMPETITORS TO HCCBPL
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The competitors to the products of the company mainly lie in the non-alcoholic
beverage industry consisting of juices and soft drinks.

The key competitors in the industry are as follows:

:
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• PepsiCo:The PepsiCo challenge, to keep up with archrival, the Coca-Cola

Company never ends for the World's # 2, carbonated soft-drink maker. The
company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the
company's only beverage; PepsiCo sells Tropicana orange juice brands,
Gatorade sports drink, and Aquafina water.

• PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and
Coca-Cola hold together, a market share of 95% out of which Coca-Cola holds
60.8% and the rest belongs to Pepsi.
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• Nestlé: Nestle does not give that tough a competition to Coca-Cola as it

mainly deals with milk products, Baby foods and Chocolates. However, the
iced tea that is Nestea, which has been introduced into the market by Nestle,
provides a considerable amount of competition to the products of the
Company. Iced tea is one of the closest substitutes to the Colas as it is a thirst
quencher and it is healthier when compared to fizz drinks. The flavored milk
products also have become substitutes to the products of the company due to
growing health awareness among people.

• Dabur: Dabur in India, is one of the most trusted brands as it has been
operating ever since times and people have laid all their trust in the Company
and the products of the Company. Apart from food products, Dabur has
introduced into the market Real Juice that is packaged fresh fruit juice. These
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products give a strong competition to Maaza and the latest product Minute
Maid Pulpy Orange.
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ADVERTISING

Advertising is a non-promotion of goods & services by sponsor who can identify 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

COLA WAR
(neck to neck)
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Bollywood rising stars Asin (left) for PepsiCo’s Mirinda,Genelia D’Souza (Right) for Coca-Cola’s

Fanta

.
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Tennis star Sania Mirza for Sprite

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Bollywood star Aamir Khan & aishwarya rai for Coke

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Bollywood star Imran khan & Amir Khan

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Bollywood star Akshay Kumar for Thums up

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Sprite “seedhi baat” TV add

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Limca “fresh ho jao” TV add

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Minute maid pulpy orange TV add

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Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

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Lucky Coupon Dinner with kings XI Punjab

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Sprite “kholega toh bolega” IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner of
Kolkata Knight Riders (KKR) had announced the launch of a Special edition ‘Sprite Kolkata Knight
Riders’ bottle. The latest initiative was a part of brand Sprite is larger consumer engagement program to
leverage the second season of DLF IPL, 2009.
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Independent research reports have shown, out of the 230 million mobile phone users in the country, the
youth continues to be the largest users of mobile phones. Combining this key insight with the passion of
T20 cricket, company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia
of key players. Complimenting the innovation, Sprite was also rolling out a special ‘Kholega Toh
Milega’ digital initiative in association with KKR and Nokia.

In the offer consumers just need to drink Sprite and look out for a unique nine digit code under the crown
and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and
members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every
hour. The entire initiative was applicable RGB and on all PET packs of Sprite.

To create awareness about ‘Kholega Toh Milega’ digital initiative, the company had launched a mass
media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels
across India.

PROMOTION DURING OFF SEASON

Limca Launches ‘Laptop Ki Barish’ Consumer Initiative
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Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer

initiative nationally. As part of this unique initiative a computer, generated lucky draw would provide

consumers a chance to win “HP Mini Laptop” every hour for the next 45 days. The initiative is

applicable to 200ml, 300ml returnable glass bottles (RGB) and on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25

liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS

“LIMCA” followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.

The national initiative is designed to leverage the popularity of digital media like mobile

phones (Both GSM & CDMA & IVRS), internet and laptops amongst soft drink consumers

and would run from 1stAugust to 14thSeptember 2009

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CUSTOMER
 Page 95 of 179

As coca cola has a wide range of products. Its customer also varies according to taste and

preference. Coca cola is also available in can of 330ml, which targets the upper income class,

and their sale is confined in those particular places.

Coca cola is available in cola, lemon, orange and juice flavor, accordingly

customers have choice for. Among the products of coca cola Thumps-up has lead

the way with 45% of market share Fanta stands third after Mirinda.

Coca Cola Company has wide range of customers that falls under the distribution

channels of marketing. Customers may be CNF, distributor, retailers to final

customers, which are households.

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Organizational Chart of
Hindustan Coca Cola Beverages Pvt. Ltd.
 Page 97 of 179

ORGANIGATION STRUCTURE
 Page 98 of 179

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

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 Page 100 of 179

ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN

HCCBPL:
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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

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COMPARISON OF PRODUTS OF COCA-COLA WITH THAT OF

PEPSI
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REVIEW OF LITERATURE

RED CONCEPT
RED stands for Right Execution Daily. It is a survey method for the company to

know their position in the market.

ABOUT RED
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➢ To check the availability of the visi cooler provided by the company to the
retail outlets for their products.
➢ To check the activation in various outlets.
➢ To check the branding order of the various products in the cooler.
Survey has done in the four topics-

➢ Impurity
➢ Brand Order
➢ Availability
➢ Activation
IMPURITY

There should be no impurity in the visi cooler of the company. Impurity here refers

to that brand which is presented in the visi cooler other than coke’s product.

Therefore not other product of any other company may not be in the cooler.
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BRAND ORDER
The company has given a brand order to the market developers to arrange the
different brands in a specific order in the cooler. The order should be in such a way-

➢ Thumsup
➢ Coca cola
➢ Sprite
➢ Limca
➢ Fanta
➢ Maaza
➢ Kinley
➢ Pet & Juice
AVAILABILTY

Availability is done according the type of outlet. There are four type of outlet

mentioned below. According to this market, developer has to ensure the

availability of the products in the particular outlet.

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ACTIVATION

Activation is important because it helps to boost the sales of the company. It is

done through the Glow sign, Shelf display, and flanges. Combo boards, Table

tops .This boards usually gives to the E&D outlets .It helps to attract the customers.

Rack with header is provided to the grocery stores.

Activation Elements

Market developer must ensure that all these activation elements must available at
all the outlets. Detail of activation elements must available at GROCERY STORES:

1. WARM DISPLAY RACK

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2. SHELF DISPLAY

SHELF DISPLAY

DISPLAY OF RACK VISI COOLER

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BRAND NORMS AS PER STANDARD

Most Selling Cola, 2nd Cola, Most Selling Lime, 2nd Lime, Most Selling Orange,

Most Selling Juice, 2nd Juice, Kinley.

In simple way, it can be described as:

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OPTIONAL ELEMENTS:-
1. STANDEE
2. SIX MOBILE HANGER
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3. VISI COOLER BRAND STRIP

4. WARM DISPLAY RACK
5. TABLE TOP RACK
6. TENT CARD

TYPES OF OUTLETS

The company has divided their outlets based on the following criteria-

➢ Volume

➢ Channel

➢ Income group

1. VOLUME

There are four types of outlets according to the volume of sales of the outlet-

Diamond - 800>C/s & above per year

Gold - 500-799C/s per year

Silver - 200-499C/s per year

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Bronze - <200C/s per year

2. CHANNEL

(A) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses household

items. The channels provide an opportunity for penetration as it propels home

consumption.

It includes all kirana stores, juice, departmental stores, supermarkets, provision

stores etc.

Necessary Availability - 2 liter and 300ml

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(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end restaurants to the

smaller dhabas. These outlets offer multiple opportunity to effect sales as people

usually order something to drink along with food. It includes

- Restaurants

- Bars and Pubs

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- Dhabas

- Cafes

(C) EATING & DRINKING CHANNEL2

It includes bakery, sweet shops, teashops, soft drink shops and juice Centre.

(D) CONVENIENCE CHANNEL

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Pan/bidi shops (customer profile):This segment includes PAN BIDDI outlets that

stock cigarettes, mint, and confectionary. It covers STD/ISD phone booths, travel

channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also

sell 600ml.

3. INCOME GROUP

According to the income group of the area-

➢ Low- Those outlets where low-income customer comes.

➢ Medium- Those outlets where medium income customer comes.

➢ High- Those outlets where high-income customer comes.

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Market segmentation modal

Coke’s Markets can be Segmented along 3 Lines- Outlet Volume,
Locality Income & Channel Cluster.
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OUTLET
VOLUMEMMM
 Page 121 of 179

Based on consumption occasion

CHANNEL
CLUSTER

BRONZE
SILVER
DIAMOND
GOLD
Convenience
Grocery

Eating &
Drinking
Annual KO VPO
 Gold : 500-799 cs
Silver : 200-499 cs
Page 122
Bronze : < of 200
179 cs

Visi-cooler position, display & Brand Order Compliance

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Under RED market developer has to ensure that shopkeeper must display all
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Under RED market, developer has to insure that shopkeeper must display all products. Display may be in
the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i.e.
Thumsup, Coke, Sprite, Limca, Fanta, Maaza, Minute Maid Pulpy Orange, Kinley (mineral water &
Soda water).

TYPES OF VISI COOLER/CHEST

Cooler - 2C/s Chest- 4C/s

4C/s 10C/s> above

7C/s

9C/s

20C/s

30C/s
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RED SCORE TRACKING

The performance of market developer is measured based on score tracking.

Tracking will be done of the following Parameters:

1. Visi-cooler 35 points

2. Availability 40 points

3. Activation Elements 25 points

TOTAL 100 points

These 100 points are distributed in various Parameters explained in the following table
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RED Scoring Sheet

G ro c e ry E& D C o n v.
R ED P a ra m e te r
D G S D G S D G S
1 Is a c oc a c ola c ooler pres ent
2 Is the c oole r as per s tan dard 4 4 4 4 4 4 4 4 4
3 Is the c oole r in prim e lo c ation 10 10 10 10 10 10 10 10 10
4 Is the vis ic ooler in a w ork ing c ondition 3 3 3 3 3 3 3 3 3
V isico o le r
5 Is the vis ic ooler light w ork ing 2 2 2 2 2 2 2 2 2
6 Is the c oole r 100% pure 10 10 10 10 10 10 10 10 10
7 Is the c oole r brand order c o m pliant 6 6 6 6 6 6 6 6 6
Total 35 35 35 35 35 35 35 35 35
1 C an 4 4
2 R G B -C S D 12 22 25 25 14 18 18
3 R G B -M aaz a 4 8 10 10 4 4 4
4 M obile-C S D 16 16 10 6 5 5 13 13 14
A va ila b ility5 M obile-M aa z a 4 4 4 3 3 4
6 LA R G E P E T-C S D 16 16 10
7 LA R G E P E T-M a az a 4 4
8 TP -M aaz a 2 2
Total 40 40 40 40 40 40 40 40 40
1 W arm D is p lay R ac k 10 10 8 10 10 10
2 Is the ra c k pure and c ha rge d 10 10 7
3 S helf D is play 5 5 5
4 C rate dis play w ith w rap 5 5 5
5 F lange/S tandee/G S B / D P S board/F lex board 5 5 5 10 10 10
A ctiva tio n
6 A erial M obile H anger 5 5
7 M enu board/M e nu c ard 15
8 C om bo c om m unic ation 15 15
9 B randed table m at/table viny l 5 5
Total 25 25 25 25 25 25 25 25 25
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CHAIN FOLLOWED FROM MANUFACTURE TO

DISTRIBUTION

Manufacturing
Sales
OutletsOOO
DistributorsOOO
and Distribution
Plant, AGRA
Operations(GWALIOR)M.P.DDD
(U.P)SSS Outlets
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DISTRIBUTION NETWORK

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

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

distribution channels are constructed in such a way that the demand of customers

is fulfilled at the right place and the right time when they need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution

Warehouse --- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different

routes, and every salesman is assigned to one particular route, which is to be

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followed by him on a daily basis. A detailed and well-organized distribution system

contributes to the efficiency of the salesmen. It also leads to low costs, higher sales

and higher efficiency thereby leading to higher profits to the firm.

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DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY

Coca-ColaCompany 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.

Criteria for providing free chilling equipment

➢ An icebox is provided for the sale of 1-2 crates daily to the retailers.

➢ For the sale of 5-6 crates daily, a visi cooler of four crates is provided.

➢ For the sale of 7-8 crates daily a visicooler of 7 crates is provided by the

company.

➢ If the sale exceeds 9 crates daily then a visicooler of 9 crates or deep fridge

is provided by the company,

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A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest cooler,

SALES PROMOTION

PUSH & PULL STRATEGY

PUSH STRATEGY:-
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HCCBPL is using Push strategy in which they use its sales force and trade

promotion money to induce intermediaries to carry, promote and sell the product

to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade schemes to

distributors, agency owners and retailers.

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PULL STRATEGY:-

HCCBPL is also using Pull strategy in which they are using advertising and

promotion to persuade consumers to ask intermediaries for the company brand

product by this way HCCBPL inducing customer to order it from shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile

hangers and visicooler brand strips.

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RESEARCH METHADOLOGY
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The research includes the study which was descriptive in nature.It basically aims

about how coke schemes plays in the mind of shopkeepers and the consumers.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

• Observation

• Experiment

• Survey

Here we include the primary method of survey

Research Instruments-

• Questionnaire-A printed questionnaire was their to make the survey.

• RED scoring sheet

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• Area of Survey-Rekabganj, Chowk, Niyawa, Angoori Bagh, Civil line,

Fatehganj, Devkali,Darshan nagar,Gudhi Bazar,Faizabad bus stand

Sampling plan

• Sampling unit - Owners of the retail outlets.

• Sampling size- 250 outlets

• Sampling procedure-Random sampling

• Sampling method- Retailers survey

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SECONDARY DATA- For the secondary study data was not available so it is taken

from company records.

AREA- Railway station

City center

Thatipur

Gwalior
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SIZE OF VISICOOLER

IS PRESELLING IS GOOD OR THERE IS SOME GAP

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HOW MUCH HAS THE VISIBLE PRODUCT?

LEADING BRAND OF COCACOLA

CHANNEL OF COKE
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OUTLET BELONG TO WHICH CLASS

INCOME GROUP
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MARKET SHARE

DIVISION OF MARKET

RETAILER FAMILIAR WITH PROJECT RED

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Project RED is a live project. It can broadly be classified in two

stages, which can be described as follows.

Initial Stage:-
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This stage comprises of Product Knowledge and Process Knowledge.

• The product knowledge means the knowledge of every product and its
variants offered by the company-
• The Process Knowledge means the knowledge about the distribution of the
product and its variants from the sales depot to the different retailers of the
city.
The actual knowledge about the product and the process was attained with the
help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle (vehicle
that carries coke product from depot to different outlets) along with salesman. By
the route, riding it is very easy to grasp and understand how the cola market
actually works. Route riding elaborated the factors influencing the cola market and
provided the information about the competitor’s strategies and schemes, which
they offer to the retailers in order to gain advantage. Retailer’s grievances were
best known with the help of route riding through personal interaction. Also with
route riding any, one can know about the sales status of an outlet on a daily basis.
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Later stage:

This stage comprises of the serious implementation of the project RED

in the area of Gwalior. To ensure effective and fruitful implementation of the
campaign, market developers (M.D.) were appointed by the company. Market
Developers carried the responsibility to handle all the activities under the
R.E.D. campaign.
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The first step involved in this stage was to select the outlets where the
campaign has to be implemented. The outlets are selected based on some
parameters like annual sale of the outlet, type of the outlet, space available at the
outlet etc.

PJP(permanent journey plan)

(P.J.P. plan):.The P.J.P. plan is a day wise schedule of a market developer, which
contains the names of the outlets to be visited by him coming under the campaign
R.E.D. where the project has to be implemented.

After getting permanent journey plan, the next step was to visit the outlets
for gaining initial information of every individual outlet as well as market on a
whole. The visit to all the outlets of that area helped in revealing its market
condition. Visiting the outlets clearly showed the picture of the market situation
prevalent in market..
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PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes order one

day before and then delivers the product to each route. So this gives more time to

market developer to assure RED.

This concept has so many advantages-

➢ This gives more time to the market developer for the activation & branding

purpose.

➢ By this company can easily implement the RED concept in better way.
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➢ Presale concept makes assure of more availability of the products in the

market.

➢ This concept is easy in processing.

➢ By this concept market developer can arrange the product in better way.

➢ The Company can display its products in proper way so that customers can

attract towards it.

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HYPOTHESIS

Hypothesis

(A) Null hypothesis (H0): 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]
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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

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.
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CONCLUSION –The coke product is more consumption then Pepsi.

2)Hypothesis

(A)Null hypothesis (H0): The market share of coke is higher then Pepsi.

(B)Alternate Hypothesis (H1): The market share of coke is not higher then

Pepsi.

(C)Let the level of significance is (α) = 5% which the hypothesis is tested.

FORMULA

Z= P*-P

√P(1-P)

P=Sample proportion

P*=Population proportion

n=sample size
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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.

(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
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Z= P*-P

√P (1-P)

P=Sample proportion

P*=Population proportion

n=sample size

The calculated value (1.56) is less then the value calculated from the table
that is 1.96 hence hypothesis is accepted.

Conclusion – Presale is good for the company.

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SWOT ANALYSIS

1. STRENGTHS:-

• DISTRIBUTION NETWORK:The Company has a strong distribution network

consisting of a number of efficient salesmen, 700,000 retail outlets and 8000

distributors. The distribution fleet includes different modes of distribution,

from 10-tonne trucks to open-bay three wheelers that can navigate through

narrow alleyways of Indian cities and trademarked tricycles.

• STRONG BRANDS: The Coca-Cola has been named the world's top brand for

a fourth consecutive year in a survey by consultancy Interbrand. It was

estimated that the Coca-Cola brand was worth $70.45billion. People all over

the world enjoy coca cola products more than 1.3 billion times per day.
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• COST OF OPERATIONS: The production, marketing and distribution

systems are very efficient due to forward planning and maintenance of

consistency of operations, which minimizes wastage of both time and

resources, leads to lowering of costs.

2: WEAKNESSES:
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• LOW EXPORT LEVELS: The brands produced by the company are brands

produced world wide thereby making the export levels very low. In India,

there exists a major controversy concerning pesticides and other harmful

chemicals in bottled products including Coca-Cola .Therefore, people abroad,

are apprehensive about Coca-Cola products from India.

• SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND

ACHIEVE ECONOMIES OF SCALE:
The Company’s operations are carried out on a small scale and

due to Government restrictions and ‘red-tapism’, the Company finds it very difficult

to invest in technological advancements and achieve economies of scale.

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3: OPPORTUNITIES:

• LARGE DOMESTIC MARKETS:Coca-Cola India claims a 60.1 per cent share

of the soft drinks market; this includes a 42 per cent share of the cola

market. Other products account for 18.1 per cent market share, chiefly led by

Limca.

• EXPORT POTENTIAL: The Company can come up with new products, which

are not manufactured abroad, like Maaza etc and export them to foreign
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nations. It can come up with strategies to eliminate apprehension from the

minds of the people towards the Coke products produced in India.

• HIGHER INCOME AMONG PEOPLE:Development of India as a whole has

lead to an increase in the per capita income thereby causing an increase in

disposable income. The beverage industry can take advantage of such a

situation and enhance their sales.

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4: THREATS:

• IMPORTS: As India is developing at a fast pace, the per capita income

has increased over the years .If consumers shift onto imported beverages

rather than have beverages manufactured within the country, it could

pose a threat to the Indian beverage industry as a whole in turn affecting

the sales of the Company.

• TAX AND REGULATORY SECTOR: The tax system in India is accompanied

by a variety of regulations at each stage on the consequence from production

to consumption. Therefore, this can limit the growth of the Company and

pose problems.

• SLOWDOWN IN RURAL DEMAND:Low per capita disposable income, large

number of daily wage earners, poor roads; power problems; and

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inaccessibility to conventional advertising media. All these problems might

lead to a slowdown in the demand for the company’s products.

• CHANGING OF CONSUMERS PREFERENCE: The Company should keep a

eye on the changing preferences of the consumers.

PUSH & PULL STRATEGY

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PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and trade

promotion money to induce intermediaries to carry, promote and sell the product

to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade schemes to

distributors, agency owners and retailers.

PULL STRATEGY:-

HCCBPL is also using Pull strategy in which they are using advertising and

promotion to persuade consumers to ask intermediaries for the company brand

product by this way HCCBPL inducing customer to order it from shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks, standees, mobile

hangers and visicooler brand strips.

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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 Visicooler 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 rack, table top rack, standees etc must be available at all outlets
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come under RED. All these elements help the company in increasing the sales

because

JO DIKHTA VO BIKTA HAI

Definitely when sales increase then profits also increases.

With the help of this project company has increased its sale in Gwalior

region and also company can measure or check the performance of each

retailers working all over the world with COCA COLA COMPANY.
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FINDINGS

➢ According to the demand of outlet owners, delivery of products are not

Made available in the outlets.

➢ Efficient brands of coca – cola are not available in outlets.

➢ Sales people and delivery persons do not visit the outlets on a regular
basis.

➢ Advertisement materials are not available in the right time at the right
place i.e. Different Channels like Grocery, Convenience, E&D.

➢ Many outlet owners have complains on improperly working visicooler

i.e. its cooling Capacity is low or its lights are not working.

➢ Improper management is seen as No mechanics visit the outlets despite

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of Complaints issued by outlet owners.

➢ Visicoolers are not placed at their Prime locations in many outlets

➢ Many outlet owners express deep in satisfaction towards Coca-Cola as
they do not get any Prize or Cash discount as they receive from other b

companies.

FACTS

➢ The most popular flavor is Thumsup in the whole market.

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➢ Coca-Cola is the market leader and Pepsi is the market challenger.

➢ Thumsup has the highest sales from the Coca cola’s side and from the

Pepsi‘s side mountain Dew has the highest sales.

➢ Aquafina has more sales then Kinley in mineral water segment.

➢ Pepsi provides more schemes then Coca-Cola.

➢ Sprite has the fastest grownup brand in the clear lime segment in the recent years.

➢ In the off-season when the sale is reduced retailers want more schemes.

➢ Minute maid has not getting good response from the market.

➢ Maaza captured a whole market. His competitor is slice & frooti

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SUGESSTIONS

➢ Delivery position should be maintained to get good return from the market.

➢ The company must try to make different brands of Coca-Cola available at

every retail outlet whether it is large or small, otherwise the consumer may
go for substitute.

➢ Sales People and delivery persons should properly monitor the market
whether stocks are available and are properly utilized in the market or not.

➢ We can provide them beautiful display racks, tablemats, menu-cards etc.,

containing the trademark and brand name of the company.
 Page 168 of 179

➢ Display material should be provided to the retailers on more regular basis to

increase the sales level.

➢ Maintenance work of refrigerator; i.e. purity must be improved.

➢ The company should take steps to replace damaged or unsellable Coca-Cola

goods frequently from the retailers.

➢ The Company employees should make direct contact with the consumers, so
that they may aware with real situation of the market and consumers
attitude towards the product. For this, they can arrange awareness camps in
different locations.

➢ At every petrol-pump, we should install Fountain Machine. It will be helpful in

generating impulse purchase and as awareness about the products of the
company among the consumers.
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Bibliography

Reference:

Books Authors

Marketing Research : Naresh Malhotra

Marketing Management : Philip Kotler

Research Methodology : C. R. Kothari

Websites :

www.quickmba.com

www.indiacom.com

www.yellowpages.com

www.coca-colaindia.com

www.google.com
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QUESTIONNAIRE

NAME OF OUTLET OWNER:

AREA

CONTACT NO.:

(A ) GENERAL QUESTIONS

1).Type of channel
 Page 171 of 179

a) Grocery ( )

b) Eating & Drinking ( )

c) Convenience ( )

2). Type of category

a) Diamond ( )

b) Gold ( )

c) Silver ( )
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3). Are you familiar with project RED?

a) Familiar ( )

b) Unfamiliar ( )

4).Your belief on Coca Cola increased from Project RED by?

a) 25% ( )

b) 50% ( )

c) 75% ( )

d) 100% ( )

5).What kind of incentives you are getting from distributors?

a) Schemes ( )
 Page 173 of 179

b) Prizes ( )

c) Scratch coupons ( )

d) Cash discount ( )

e) None ( )

AFTER PROJECT RED

6) Improvement in condition of visicooler?

a) Yes ( )
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b) No ( )

c) As it is ( )

7) Has the availability of product increased?

a) Yes ( )

b) No ( )

c) As it is ( )
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8) Has the activation of outlet increased?

a) Yes ( )

b) No ( )

c) As it is ( )

9) Is the delivery of Coca cola’s product increased?

a) Yes ( )

b) No ( )

c) As it is ( )
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PERFORMANCE OF RED TEAM

10) What is the performance of Market developer?

a) Poor ( )

b) Good ( )

c) Better ( )

d) Best ( )

11) What is the frequency of deliveryman visit?

a) Daily ( )

b) Weekly ( )

c) Monthly ( )

d) Never ( )
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12) What is the frequency of visit of DGM/MEM?

a) Daily ( )

b) Weekly ( )

c) Monthly ( )

d) Never ( )

13) Do you want to continue with RED project?

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a) Continue ( )

b) Discontinue ( )

14) Any suggestion?

…………………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………
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