SUMMER INTERNSHIP InHINDUSTAN COCA-COLA

BEVERAGES PRIVATE LIMITED

PROJECT doneONEDSSubmitted by:

RAGHAV GUPTAMBA (Marketing)Session :( 2010-2012)

IMPORTANT NAMES AND DATES

John Pemberton,1886Asa candler,1889,1892

CURRENT SITUATION

500 brands200 countries1.6 billion servings each day

HISTORY OF THE COMPANY

Sales distribution

Company sales

IMFORMATION REGARDING COMPANY

Type Public

Trades as NYSE , Dow Jones, s&p 500 index, russel 1000 index, russel 1000

growth stock index

Industry Beverage

Founded 1892

Headquarters Atlanta, Georgia, United States

Area Served Worldwide

Key People Muhtar Kent(Chairman and CEO)

Products Coca Cola, Carbonated Soft Drinks, Water

Employees 1,39,600 (2010)

Website www.coca-colaindia.com, www.coca-cola.com

Gold-Spot ,1965 year 1977 year 1993

HISTORY OF SOFT DRINKS IN INDIA

COCA-COLA

PRODUCT HIGHLIGHTS

Cans RGB PET Fountain

Glass

300 ml,

330ml

200 ml,300

ml,330 ml

350 ml,400

ml, 500 ml,

600 ml, 1250

ml, 1500 ml,

2000 ml,

2250 ml

Various sizes

Launched in 1982 in America

Diet COKE

PET CAN

350 ml, 500 ml, 600 ml 300 ml, 330 ml

Originally introduced in 1977, acquired in 1993

Thums Up

Cans RGB PET Fountain Glass

300 ml, 330ml 200 ml,300 ml,330 ml 350 ml,400 ml, 500 ml,

600 ml, 1250 ml, 1500

ml, 2000 ml, 2250 ml

Various sizes

LAUNCHED IN 1999

SPRITE

Cans RGB PET Fountain Glass

300 ml, 330ml 200 ml,300 ml,330

ml

350 ml,400 ml, 500

ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Various sizes

FANTA ENTERED THE INDIAN MARKET IN THE YEAR 1993

FANTA

Cans RGB PET Fountain Glass

300 ml, 330ml 200 ml,300 ml,330

ml

350 ml,400 ml, 500

ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Various sizes

BORN in 1971, acquired in 1993

Derived from 'Nimbu'+ ‘jaisa' hence Lime Sa, Limca

LIMCA

Cans RGB PET Fountain Glass

300 ml, 330ml 200 ml,300 ml,330 ml 350 ml,400 ml, 500 ml, 600

ml, 1250 ml, 1500 ml, 2000

ml, 2250 ml

Various sizes

LAUNCHED IN 1976,ACQUIRED IN 1993 FROM PARLE

MAAZA

RGB PET Pocket Pack

200 ml, 250ml 250m ml, 400 ml, 500ml,

1.2 l

200 ml

Maaza Milky Delite has been test launched in Kolkata in August 2010

Available only in 200 ml tetra packs

Maaza Milky delite

MINUTE MAID PULPY ORANGE

PET

400 ml, 1 L, 1.25 L

Launched first in South of India in January 2010, Minute Maid Nimbu Fresh, started refreshing the whole of India by April 2010.

Minute Maid Nimbu Fresh

PET RGB Tetra Pack

400 ml, 1L 200 ml 200 ml

Launched in north Europe in year 2000 Burn has expanded to over 80 countries over a short 11 year period.

Available only in 300 ml Can

BURN

Kinley Water KINLEY SODA

PET

500 ml, 1000 ml,2 L, 20 L, 25 L

RGB PET

200 ml, 300 ml 350 ml, 500 ml, 1.25 L,

1.5 L, 2L

Launched in 2002

Nestea WAS LAUNCHED in Mumbai in 2010 IN partner Ship between Nestle and Coca-Cola

Available in 400 ml PET bottle

ALSO AVAILABLE IN POWERED FORM

Nestea

SLOGANS and TAGLINES

S.No. Slogans

1 Delicious and refreshing

2 Thirst knows No reason.

3 Around the corner from everywhere

4 The Pause that Refreshes

5 Ice cold Sunshine

6 The Best Friend thirst Ever Had

7 Coca-Cola goes along

8 Where There’s Coke There’s Hospitality

9 Coca-Cola Makes Good things taste better

10 Be Really refreshed

11 Things Go Better with Coke

12 It’s the Real Thing

13 I’d like to Buy the World A Coke

14 Coke Adds Life

15 Have a Coke and a Smile

16 Coke is it!

17 When Coca-Cola is a Part of your Life, you can’t beat the

feelings

18 Can’t beat the feelings

19 Can’t beat the Real Thing

20 Always Coca-Cola

21 Jo Chaho Ho Jay Coca Cola Enjoy!

22 Life Ho to Aisi! Coca-Cola

23 Thanda Matlab! Coca-Cola

24 Thande Ka Tadkaa! Coca-Cola

25 Sab Ka Thanda Ek! Coca-Cola

26 Little drops of joy

27 BRRRR

COCA-COLA INDIA PVT LTD HINDUSTAN COCA-COLA BEVERAGES PVT LTD 13 AUTHORIZED BOTTLING PARTNERS EXTENSIVE DISTRIBUTION SYSTEM DIRECT EMPLOYMENT TO OVER 25,000 INDIRECT EMPLOYMENT TO OVER 1,50,000 RETAILERS ARE ABOVE 10,00,000

COCA COLA SYSTEM IN INDIA

1950 COCA-COLA BOTTLING PLANT OPENS IN NEW DELHI 1958 CONCENTRATE PLANT OPENS IN INDIA 1973 22 BOTTLING PLANTS OPERATE IN 13 STATES 1977 COCA-COLA REFUSE TO DILUTE STAKE 1978 FORMALLY WITHDRAWS FROM COUNTRY 1992 RE-ENTERS INDIA

HISTORY OF BOTTLING

PROVIDES EXTENSIVE SUPPORT FOR COMMUNITY PROGRAMS

INSTALLED MORE THAN 500 RAIN WATER HARVESTING STRUCTURES

CSR

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer

BUSINESS PLAN MODELCoca-Cola India

division, Gurgaon

Regional Bottlers

Customers

Manufactures Concentrate,

Beverage base and Syrup

Manufactures finished Bottles/Cans/Fountain

Syrup

Consumers

There is a sales team working between Distributor and Retailers. That sales team consists of Sales Team Leader and Market Developers.

 

DISTRIBUTION NETWORK IN JAMMU

Company

Distributor

Retailer

Customer

DIRECT DISTRIBUTION COCA COLA IN JAMMU CITY INDIRECT DISTRIBUTION COCA COLA IN AMRITSAR

CITY

DISTRIBUTION SYSTEM

DISTRIBUTION DEPARTMENT FINANCE DEPARTMENT SHIPPING OR WAREHOUSING DEPARTMENT

DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS

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.

BENCHMARK

1886-1892

Atlanta Beginnings

1893-1904

Beyond Atlanta

Timeline of Coca Cola Company

1905-1918Safeguarding the brand

1919-1940The Woodruff legacy

1941-1959The war and its legacy

1960-1981A world of customers

1982-1989Diet Coke and New Coke

1990-1999New Markets and Brands

2000- PresentCoca Cola Now

Evolution of Coca Cola Logo throughout the years

COKE V/S Pepsi RivalryThe Rivalry on Various Fronts

Advertising Product Launches Poaching Other Fronts

Competitive Rivalry

DABUR

PARLE

OTHER BRANDS

SEGMANTATION MODEL

 

THE OUTLETS CAN BE CLASSIFIED AS PER THREE CRITERIA :

 Consumption PatternVolume PatternShoppers Profile  

Outlet Structure of the Coca- Cola in India

KEY ACCOUNTS CLUBS,FINEDINE

RESTAURANTS,HOTELS,CORPORATE HOUSES

IMMEDIATE CONSUPTION SMALL SIZED BARS AND

RESTAURANTS,EDUCATIONAL INSTITUTIONS

FUTURE CONSUPTION DEPARTMENTAL STORES,SUPER MARKETS

DEPENDING UPON CONSUPTION PATTERN

DEPENDING UPON VOLUME PATTERN

Platinum - GREATER THAN1500 C/s per yearDiamond - 800-1499 C/s per yearGold - 500-799C/s per yearSilver - 200-499C/s per yearBronze - LESS THAN200C/s per year

E & D Convenience Grocery

DEPENDING UPON SHOPPERS PROFILE

Low Medium High

According to income outlets are divided into three categories

What is Purity? What is Brand Order?

COLOJ-KCo - Cola

L - Lime

O - Orange

J - Juices

K - Kinley

BRAND ORDER FOLLOWED IN JAMMU IS

GENERAL QUESTIONSThums UP

Coca Cola

Limca

Sprite

Fanta

Maaza

Kinley

Different sized visi -coolers of Coca cola are available 4 Casers 7 Casers 9Casers 15 Caser 20 Caser 30 Caser

VISI-Cooler Specification:

Cooler Allotment Criteria

Channel Income Class Category Coolers Alloted

Grocery/E&D1/E&D2 High/Medium Diamond/Gold 15 C/S, 20 C/S,30

C/S

Grocery/E&D1 Low Diamond 15 C/S, 20 C/S,30

C/S

Grocery/E&D1 Low Gold 9 C/S, 15 C/S, 30 C/S

Grocery/E&D1 Low/Medium/High Silver 7 C/S, 9 C/S

Grocery High/Medium Bronze 4 C/S, 9 C/S

Grocery Low Bronze 4 C/S, 7 C/S

E&D1/E&D2 Low/Medium/High Bronze 4 C/S, 7 C/S

E&D2 Low Diamond 15 C/S

E&D2 High/Medium Gold 9 C/S, 15 C/S

E&D2 Low Gold 9 C/S

E&D2 High/Medium Silver 7 C/S, 9 C/S

E&D2 Low Silver 7 C/S

assets SWOT analysis new outlets demand compare

RESEARCH OBJECTIVE

purity order position Attached orders arranged Persuaded Confirmed Listened

Work Done

activation schemes and promotion offersAvailability problems regarding visi coolersPerformance prefer Delivery problems Demand more schemes

Problems Observed

Data sources Primary sources Secondary sources

Research Approach Survey Number of Retailers contacted  Survey Area Research instrument Sampling Plan  Sampling unit  Sampling procedure  Contact Method

 

RESEARCH METHODOLOGY

Detail of outlet:Name of the Outlet AddressLandmarkContact Person Contact NumberIn which type of channel does your outlet belongs to ?   GR 156 CON 169

E&D-1 84 E&D-2 14

ANALYSIS AND FINDINGS

37%

40%

20%

3%

GR

CON

E&D-1

E&D-2

BRONZE 238 SILVER 132 GOLD 42 DIAMOND 11 

IN WHICH TYPE OF CATEGORY DOES YOUR OUTLET BELONGS TO ?

56%31%

10%

3%

BRONZE

SILVER

GOLD

DIAMOND

Which company product do you sell? Coca Cola 312  Pepsi 194  Both 100  Other 17

0%

20%

40%

60%

80%

COCA COLA

PEPSI BOTH OTHER

74%

46%

24%

4%

THUMS UP 156

LIMCA 132

 COCA COLA 19

 OTHER 5

Satisfaction level :

Which product of coke you sell more ?

0%10%20%30%40%50%

THUMS UP

LIMCA COCA COLA

OTHER

50%42%

6% 2%

Coca cola 178 Pepsi 110 Both 134 0%

5%10%15%20%25%30%35%40%45%

COCA COLA

PEPSI BOTH

42%

26%32%

DAILY 75

 ALTRENATEVELY 185

 2 DAYS 27

 3 DAYS 25

 NO SERVICE 111

Whose refrigerator do you have ?

Coca cola 220

Both 93

Other 33

 PEPSI 129

Availability of stock:

18%

42%

6% 8%

26%

0%

10%

20%

30%

40%

50%

DAILY ALTERNATIVELY 2 DAYS 3 DAYS NO SERVICE

0%

20%

40%

60%

80%

COCA COLA

PEPSI BOTH OTHER

69%

45%

22%

8%

SHORTAGE 275

 IRREGULARITY OF SALESMAN 30

 OTHER 7

Monopoly counters:

Coke 114

 Pepsi 47 

What are the reasons that you are not using refrigerator / ice box to its full strength? 

88%

10%2%

SHORTAGE

IRREGULARITY OF SALESMANOTHER

0%

10%

20%

30%

40%

50%

60%

COCA COLA PEPSI

51%

22%

SWOT ANALYSIS

Huge demand :

thums up : 50%

limca : 42%

visi coolers :

Coke : 220

Pepsi : 129

monopoly outlets

Coke : 114

Pepsi : 47

less schemes

market share

Leading brand is Thums Up in Jammu.

strongest brand

Distribution

Factory location

Size : 200 ml --- 2.25 ltr

departments

Sales Team

market leader

satisfaction level :

Coke—42

Pepsi—26%

strengths

Poor services Less demand distributors activation elements schemes

WEAKNESS:

Pepsi monopoly outlets : 47 31 outlets of Pepsi with stock over 20

cases each small retailers schemes & break Pepsi’s monopoly. problems special schemes or bonuses activation elements lure new retailers

OPPORTUNITY:

threat from Pepsi no proper policy of distributing the merchandising assets new Products easy terms and conditions local products High margins health conscious detection of pesticides aggressive marketing , higher margins and more schemes activation elements

 

THREATS:

distribution facilities.

Survey Feed back Monitor Sales promotion and more activation elements Motivate salesmen gather information Faulty visi coolers Faulty stabilisers Schemes Timely distribution Purity level Gift items targets

Coca Cola : market leader Pepsi : market challengermost selling brands activation element Less marginfastest growing brand position

Conclusion

wrong informationvaliditybiasnessTime Period peak season results may vary

Limitations

Detail of outlet:

(I) Name of the Outlet (ii) Address (iii) Landmark(IV) Contact Person (V) Contact Number

In which type of channel does your outlet belongs to?

(I) Grocery (ii) Convenience (iii) e&d-1 (IV) e&d-2 

Outlet belongs to category: 

(I) BRONZE (ii) SILVER(iii) GOLD (IV) DIAMOND 

Which company product do you sell? 

(I) Coca Cola (ii) Pepsi (iii)Other (iv) All 

Which product of coke you sell more? (I)THUMS UP (ii) LIMCA (iii) COCA COLA (iv) OTHERS 

Annexure

Satisfaction level?

 (I) Coca Cola (ii) Pepsi

(iii) Both (IV) None

 

 Availability of stock?

 

(I) DAILY (ii) ALTERNATIVELY

(iii) 2DAYS (IV) 3DAYS

 

Whose refrigerator do you have?

(I)Coca Cola (ii) Pepsi

 (iii) Both (IV) None

 

What are the reasons that you are not using refrigerator / ice box to its full strength?

 (I) Shortage

(ii) Empty Problem

(iii) Irregularity of Salesman

(IV) Other

 

Monopoly counters:

(I) Coca Cola

(ii) Pepsi