18922135 summer training red project report cocacola[1]
TRANSCRIPT
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RED (RIGHT EXECUTION DAILY)
SUMMER TRAINING Project Report
For Hindustan Coca-Cola Beverages Pvt Ltd. Panki Industrial Area, Dada Nagar Kanpur
Under guidance of SUBMITTED BYMr.Dheeraj Agarwal GURUNATH GOWTHAM(Sales Team Leader) MBA
INSTITUTE OF ADVANCED MANAGEMENT & RESEARCH
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GHAZIABAD
COCA-COLA ENTERPRISE INC.
Type : Public
Founded : 1886
Headquarters : Atlanta Georgia USA
Chief Executing Officer : John Brock
Chief Financial Officer : William W Douglas
Industry : Beverages
Revenue : $19800 billion USD
Operating income : $1.495 billion USD
Net Income : $1.143 billion USD
Employees : 73000 (approx)
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CERTIFICATE FROM THE GUIDE
This is to certify that project titled “ IMPACT OF RED” in Kanpur city for
“HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based On
live Project study conducted by HRISHI SHARMA at Kanpur during his
tenure as a summer trainee with us and in our guidance.
PLACE: DHEERAJ AGARWALDATE: (Sales Team Leader)
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ACKNOWLEDGEMENT
I would like to express my heartiest gratitude to Mr.Shitala Singh(Area
team leader HR) Hindustan Coca-Cola Beverages Pvt. Ltd. for given
me an opportunity to associate myself to the world’s largest soft drink Co.
Carry out my project titled RED survey. I would like to thank Mr. Manish
Pundeer(Area Sales Manager) to recommending my name for the summer
trainee.
I am sincerely thankful to Mr.Dheeraj Agarwal (Sales team leader) under
whose guidance I have successfully completed this project. I think him for
his consent, encouragement, and warm response and for filling every gap
with valuable ideas that has made this project successful.
I also thankful to outlet holders to whom I visited for their support,
information, cooperation, advice to complete my project detail.
I would give my sincere thanks to staff and members of HCCBPL.
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I wish to express my heartiest gratitude to our Director Mr. Hanuman
Sharma for giving me useful guidance for summer internship.
.
It is a privileged to express my sincere thanks to our honorable
Placement officer Mrs. Palkie Viz for giving me an opportunity to undergo
this project.
I would like to thank our Head of Marketing Department Mr. Ajay
Singh & our faculty of Research Methodology Mrs. Kriti Priya Gupta for
giving sound marketing concepts which helped me in writing for this
Project.
HRISHI SHARMA
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INDEX
CHAPTER 1-INTRODUCTION
CHAPTER 2- RED (Right Execution Daily) Objective of study Scope of study RED Concept
CHAPTER-3 Company Profiles History of Coca cola Cocacola 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 Brand Tagline Brand Ambassadors Detail of Brands
CHAPTER -6 Competitive Areas Competitive area among Coke & Pepsi Advertising
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Brand ambassadors & TV Commercials Promotion by the company
CHAPTER -7 Marketing Department 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 Pre Sale Concept
CHAPTER -9 Hypothesis Test of hypothesis Swot analysis Push & Pull Strategy
CHAPTER -10 Conclusion Conclusion Findings Facts Suggestions
CHAPTER -11 Questionnaire
QUESTIONAIRE Declaration References
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1. INTRODUCTION
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2. RED (Right Execution Daily)
2. RED (RIGHT EXECUTION DAILY)
OBJECTIVES OF STUDY
The main objective of this RED project is to increase the sales of
the company.
The next objective of this projects is to advertise the various
Products of the company.
To find out the present status of ThumsUp, Coke, Sprite, Limca,
Fanta, Maaza at the retail outlets in the area.
To study the receipting of brand among retailers.
The study helps to know the distribution and marketing strategy of the
company.
To find out available opportunities in the market by finding gaps in
competitors penetration.
To collect data from retailers for the activation of new channels.
Find out ways to increase sales new launches to different channels.
To study the presale concept of the coke.
To enhance the market share of the company.
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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.
This study ensures the availability of the product in the market.
The study also helps in the evaluation of the market developer.
RED helps to maintain the outlets in a well designed way to attract the
consumers.
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RED CONCEPT
RED stands for Right Execution Daily. It is a survey method for the
company to know their position in the market. For this company has hired
Ac Nielson & co. The survey gets done once in a month. RED is a set of
norms divided into outlet wise.
ABOUT RED
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
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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.
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
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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.
ACTIVATION
Activation is important because it helps to boost the sales of the company. it
is done through the Glow sign, DPS, 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
2. SHELF DISPLAY
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SHELF DISPLAY
DISPLAY OF RACK VISI COOLER
OPTIONAL ELEMENTS:-
1. STANDEE
2. FLANGE
3. SIX MOBILE HANGER
4. VISI COOLER BRAND STRIP
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ACTIVATION ELEMENTS FOR E&D:-
1. COMBO STANDEE
2. FLANGE OR STANDEE OR GSB
3. BRANDED TABLE MAT
4. MENU BOARD OR MENU CARD
OPTIONAL ELEMENTS:-
1. WARM DISPLAY RACK
2. TABLE TOP RACK
3. TENT CARD
ACTIVATION ELEMENTS FOR CONVENIENCE:-
1. WARM DISPLAY RACK OR 1 TIER RACK
2. FLANGE OR STANDEE
3. AERIAL MOBILE HANGER
OPTIONAL ELEMENTS:-
1. TABLE TOP DISPLAY
2. VISICOOLER BRAND STRIP
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TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria-
Volume
Channel
Income group
VOLUME
There are four types of outlets according to the volume of sales of the outlet-
Diamond - 800>C/s & above
Gold - 500-799C/s
Silver - 200-499C/s
Bronze - <200C/s
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1. Types Of Outlet (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 stall,cold drink stall, departmental
stores, supermarkets, provision stores etc.
Necessary Availability - 2 liter and 300ml
(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
- Dhabas
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- Sweet shops
- Quick service restaurants
(C) EATING & DRINKING CHANNEL 2
It includes minimum 5 set table & chair outlets.
(D) CONVENIENCE CHANNEL
Pan/bidi shops (customer profile) : This segment includes PAN BIDDI
outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone
booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml
bottles. They may also sell 600ml.
INCOME GROUP
According to the income group of the area-
Low
Medium
High
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Market Segmentation models
CHANNELCLUSTER
Based on consumption
occasion
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Visi-cooler position, display & Brand Order Compliance
Under RED market developer has to ensure 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, MinuteMaid Pulpy Orange, Kinley (mineral
water & Soda water).
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TYPES OF VISI COOLER/CHESTCooler - 2C/s Chest- 4C/s
4C/s 10C/s> above
7C/s
9C/s
20C/s
30C/s
RED SCORE TRACKING
The performance of market developer is measured on the basis of 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
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MY ROLE IN PROJECT “RED”
IMPLEMENTATION – First and foremost 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 which I implemented RED and these areas are further
visited by various higher officials of the organization.
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 on the basis of 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. Dheeraj Agarwal) and DGM (SALES).
BRAND CONTACT - I had to interact regularly with
shopkeepers to know their grievances and solve them. If I could solve them
then I reported them to my company guide, else he suggested me the
alternatives.
AVAILABILTY - I also need to give company weekly availability
report of various brands.
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3. COMPANY PROFILES
HISTORY OF COCACOLA
The world has changed in many ways since pharmacist, John Styth
Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia. The name and the product mean so many things to hundreds of
Millions of consumers around the globe. Coca-Cola products are served more
than 705 million times every day, quenching the thirsts of consumers in more than 195
countries in every climate. That's a long way to come after such a modest beginning...
May
1886
- Pemberton concocted a caramel-colored syrup in a three-legged
brass kettle in his backyard. He 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.
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Pemberton sold 25 gallons of syrup, shipped in bright red wooden
kegs. Red has been a distinctive color associated with the No. 1 soft
drink brand ever since.
1891 - Atlanta entrepreneur Asa G. 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. " " is the worlds most
recognized trademark.
1919 - The Coca-Cola Company was sold to 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
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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.
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 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
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biggest marketing blunder. They stumbled onto 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 less tang, it was also slightly
smoother. The factor that 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 number 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
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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.
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
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the Olympics.
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. Another large accomplishment that the Coca-Cola has, is
being the first company to make and use recycled plastic bottles.
JOHN PEMBERTON
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.Cocacola
entered in India market after 16 years from Hathras Dec 1993.Cocacola
became the undisputed leader of the Indian soft drink market because of
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their aquiring rights of Ramesh Chauhan aerated Parle drinks with one
stroke of pen and a bill of 140 crore, coke picked by five brands Thums up,
limca, Goldspot, Citra, Maaza with a combined rate of 65% with Thumsup
alone accounting for 56% then 650 crore segment.
BENCHMARK
Cocacola ranks no.1 brand in the world by the business world survey
followed by companies like Microsoft and IBM.
Cocacola is the market leader in the whole world in beverage industry.
Business week magazine ranks Cocacola on 4th position in Indian
FMCG industry.
Cocacola enjoys approx 60% market share in Indian beverage
industry.
4. INDUSTRIAL PROFILE
SOFT DRINKS INDUSTRY IN INDIA
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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
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
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola
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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’s 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’ve
done more to not only attempt to predict the backlash from Indian
consumers due to the war, but also could’ve created advertisement
campaigns to address the situation.
While political and legal factors produced problems for Coca-Cola
and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that
situation from happening. Both companies heavily participated in the
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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.
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.
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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.
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. 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.
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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 Sunfill 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,
Coca-Cola India announced plans to double its capacity at an investment of
$125 million (Rs. 750 crore) between September 2002 and March 2003.24
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
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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.
COCACOLA :VISION
Provide exceptional strategic leadership in Coca-Cola India System resulting
in consumer and customer preferences and loyalty through Coca-Cola’s
commitment to them and in highly profitable Coca cola branded beverage
system.
COCACOLA:MISSION
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-
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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.
5. PRODUCT PROFILE
DIFFERENT BRANDS OF COMPANY
The Coca-Cola Company offers a wide range of products to the customers
including beverages, fruit juices and bottled mineral water. The Company is
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always looking to innovate and come up with, either complete new products
or new ways to bottle or pack the existing drinks. The Coca-Cola Company
has a wide range of products out of which the following products are
marketed by HCCBPL:
In the Cola Section :
In the Lemon Section
In the Orange & Apple section:
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In the mango section:
In the juice section :
In the Soda Water and Bottled Mineral Water section:
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BRANDS TAGLINE
Thumsup - Taste the thunder
Cocacola - Open happiness
Sprite - Seedhi baat no bakwaas ,clear hai
Limca - Fresh ho jao
Fanta - Go bite
Maaza - Bina guthli wala aam
BRAND AMBASSDORS
Thumsup -Akshay Kumar
Cocacola -Aamir Khan
Sprite -Shahrukh Khan
Fanta -Genelia D’souza
Limca -Riya Sen
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ABOUT BRANDS
THUMSUP
It is the leading brand of the company. It has cola flavor. Thumsup is the
highest selling beverage brand of India. Mostly like by the youngsters
specially boys.
The competitor of the brand on same category is Pepsi.
COCACOLA
This is the worlds most famous & old brand. This brand is specially liked by
teenagers & youngsters.
The competitor on the cola category is Pepsi.
SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is
liked by all age groups & people. Jan 09 report of “The times of India”
claims sprite to be the second brand in sales after Thumsup
Competitor : 7up & Mountain dew
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LIMCA
Limca is cloudy lemon in flavor. This is very unique in this category .It has
white in color.
Competitor : Nimbooz
FANTA
Fanta has two flavors apple & orange. This is very popular drink among
females.
Competitor: Mirinda, Parle’s Appy fizz
MAAZA
This has mango flavor. Maaza is popular among children and women.
Competitor: Slice, frooti
MINUTE MAID pulpy orange
This is orange juice .This contains no sugar & added flavor .This is a family
drink.
Competitor : Tropicana
KINLEY
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This comes in two variety-mineral water & soda. Mineral water is used by
all but soda is commonly used for alcoholic purpose by adult people.
Competitor : Aquafina, Bisleri
PACKAGING DETAILS
1.2 LTR1 LTR
600ML
2 LTR
250ML
200ML
300ML
PACK SODALIMCASPRITEFANTA THUMSUP
COKEMAAZA
YES
YES
NO
YES
NO
NO
NOYES
YES
YES
NO
YES
YES YESYESYESYESYES
NONOYES
NONOYES
NO
YESYESYESYESYES
NOYESYESYESYES
NONONONONO
NOYESYESYESYES
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NUMBER OF BOTTLES IN A CASE
1.2 LTR
1 LTR
600ML
2 LITRES
250ML
200ML
300ML
PACK NO.OF BOTTLES IN A CASE
12
6
24
9
24
24
24
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6. 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, as a
result 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 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.
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The distribution network of Coca cola had 6.5 lakh outlets across the country
, which the company is planning to increase to 8 lakhs . 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 .
ADVERTISING
Advertising is a non promotion of goods & services by sponsor who can
identified and who has paid for his communication. Their purpose of
advertisement is to sell something goods or services,idea ,person or place.
BRAND AMBASSDORS & TV COMMERCIALS
COLA WAR (neck to neck)
Bollywood rising stars Asin (left) for Pepsico’s Mirinda,Genelia D’souza (Right) for
cocacola’s Fanta
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.
Tennis star Sania Mirza for Sprite
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Bollywood star Aamir Khan for Coke
Bollywood star Akshay kumar for Thums up
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Sprite “seedhi baat” TV add
Limca “fresh ho jao” TV add
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Minute maid pulpy orange TV add
Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite
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PROMOTION BY THE COMPANY
Promotional strategy during IPL matches
Lucky Coupon Dinner with kings XI Punjab
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
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latest initiative was a part of brand Sprite’s larger consumer engagement
program to leverage the second season of DLF IPL, 2009.
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 9
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 also 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.
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PROMOTION DURING OFF SEASON
Limca Launches ‘Laptop Ki Barish’ Consumer Initiative
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 also 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 1st August to
14th September, 2009
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7. MARKETING DEPARTMENT
Marketing Team at Kanpur
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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION
Manufacturing Plant, KANPUR (H.P)
Sales and Distribution Operations
Distributors
Outlets
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 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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Criteria for providing free chilling equipment
An ice box 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 4 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
fridger is provided by the company,
A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler & chest
cooler,
SGA PROVIDING COMPANIES
Whirlpool India Limited
Godrej Appliances
Western refrigerator limited
Rockwel Industries
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8. RESEARCH METHADOLOGY
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
Area of Survey-Yashoda nagar,Shyam nagar,Koyla nagar,Kidwai
nagar
Sampling plan
Sampling unit - Owners of the retail outlets.
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Sampling size- 250 outlets
Sampling procedure-Random sampling
Sampling method- Retailers survey
SECONDARY DATA- For the secondary study data was not available so
it is taken from company records.
AREA- Govind nagar, Naveen market, Arya agar, Yashoda nagar, Kidwai
nagar
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
MARKET SHARE
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DIVISION OF MARKET
RETAILER FAMILIAR WITH PROJECT RED
Project RED is a live project. It can broadly be classified in two stages,
which can be described as follows.
Initial Stage:-
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-
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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 which 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 know 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.
Later stage :
This stage comprises of the serious implementation of the
project RED in the area of Yashoda nagar, Kidwai nagar,KANPUR.
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.
The first step involved in this stage was to select the outlets
where the campaign has to be implemented. The outlets are selected on the
basis of some parameters like annual sale of the outlet, type of the outlet,
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space available at the outlet etc. Total available market was mainly
segmented on two parameters, which are already discussed above.
(1.) Outlet volume
(2) Channel cluster
PJP 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..
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-
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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.
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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9 .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] n1 n2
P= n1P1 +n2P2 n1+n2Q=(1-P)
where
P-Total population proportion of Coke & PepsiP1-Sample proportion of cokeP2-Sample proportion of Pepsin1- sample size of coken2- 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) n
P=Sample proportionP*=Population proportionn=sample size
The calculated value is less then value calculated from the table that is 1.96, So the null Hypothesis is accepted.
CONLUSION- The Market share of coke is higher than Pepsi
3) Hypothesis
(A)Null hypothesis (H0 ):Presale is good for the company.
(B)Alternate Hypothesis (H1): Presale is not good for the company
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(C)Let the level of significance is(α)= 5% which the hypothesis is
tested.
FORMULA
Z = P*-P √P(1-P) n
P=Sample proportionP*=Population proportionn=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.
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.
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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.
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:
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
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very difficult to invest in technological advancements and achieve
economies of scale.
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 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.
4: THREATS:
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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 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.
10. CONCLUSION
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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 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
Kanpur region and also company can measure or check the performance of
each retailers working all over the world with COCA COLA COMPANY.
FINDINGS
1). According to the demand of outlet owners, delivery of products are not
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made available in the outlets.
2). Efficient brands of coca – cola are not available in outlets.
3). Sales people and delivery persons do not visit the outlets on a regular basis.
4). Advertisement materials are not available in the right time at the right place i.e.
Different Channels like Grocery, Convenience, E&D.
5). Many outlet owners have complains on improperly working visicooler i.e. its cooling
Capacity is low or its lights are not working.
6). Improper management is seen as No mechanics visit the outlets despite of
Complaints issued by outlet owners
7). Visicoolers are not placed at their Prime locations in many outlets
8). 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 companies.
FACTS
The most popular flavor is Thumsup in the whole market.
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Cocacola 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 Cocacola.
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.
SUGESSTIONS
1. Delivery position should be maintained to get good return from the
market.
2. 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.
3. Sales People and delivery persons should properly monitor the market
whether stocks are available and are properly utilized in the market or
not.
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4. We can provide them beautiful display racks, tablemats, menu-cards
etc, containing the trademark and brand name of the company.
5. Display material should be provided to the retailers on more regular
basis to increase the sales level.
6. Maintenance work of refrigerator; i.e. purity must be improved.
8. The company should take steps to replace damaged or unsellable Coca-
Cola goods frequently from the retailers.
9. 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.
10. At every petrol-pump we should install Fountain Machine. It will be
helpful in generating impulse purchase and also as awareness about the
products of the company among the consumers.
11. QUESTIONNAIRE
NAME OF OUTLET OWNER:
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AREA CONTACT NO.:
(A ) GENERAL QUESTIONS
1).Type of channel
a) Grocery ( )b) Eating & Drinking ( )c) Convenience ( )
2). Type of category
a) Diamond ( )b) Gold ( )c) Silver ( )
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 ( )b) Prizes ( )c) Scratch coupons ( )d) Cash discount ( )e) None ( ) ( B ) AFTER PROJECT RED
6) Improvement in condition of visicooler?
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a) Yes ( )b) No ( )c) As it is ( )
7) Has the availability of product increased?
a) Yes ( )b) No ( )c) As it is ( )
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 ( )
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c) As it is ( )
(C ) 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 ( )
12) What is the frequency of visit of DGM/MEM?
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a) Daily ( )b) Weekly ( )c) Monthly ( )d) Never ( )
13) Do you want to continue with RED project?
a) Continue ( )b) Discontinue ( )
14) Any suggestion?………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
DECLARATION
I, HRISHI SHARMA, hereby declare that this Project titled “INCREASING
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IMPACT OF RED (RIGHT EXECUTION DAILY) in Kanpur
city for “ HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is
based on live project study conduced by me under the guidance of Mr.
DHEERAJ AGARWAL.
This project has not been submitted earlier for the award of any other
Degree/diploma to any other Institute or University.
PLACE: HRISHI SHARMA DATE :
REFERENCES
BOOKS
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Marketing Management : Philip Kottler
Ramaswamy
Marketing Research : Bound, Stash & Others
“Booklet of RED”, COCA COLA INDIA
INTERNET
www.coca-cola.comwww.cocacolaindia.comwww.oligopoly.comwww.medianewsline.com