Presented by: Amit kRISHNA

EVALUATING AND ANALYZING SEGMENTATION MODEL OF

“COCA-COLA ” In “PATNA”

Coca-Cola

The global drinkAmit kRISHNA

Brand Portfolio of coca-cola

THE COCA-COLA'S PATNA PLANTCoke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands marketed by the company. The manufacturing unit of HCCBPL, situated at Patliputra Industrial area Patna (Bihar), is the third largest plant and one of the bottling operations owned by the company. The Plant has one RGB (Returnable glass bottles) lines which yields 600 bottles per minute. The plant can produce around 18000 cases of soft drinks per day and employees 200 workers to do the same.

Manufacturing Plant, Patna

Sales and Distribution Operations

Distributors

Outlets

Outlets

MANUFACTURING PROCESS AT HCCBPL

•Water is received from the 300 ft. tube-well and it passes through the water treatment plant, further passing through the sand filter and the activated carbon filter, so as to attain pure cleansed water.

•In the syrup room, the concentrate received from another bottling plant situated at Pune, is blended with the sugar syrup.

•Once both the water and the final syrup are ready, they are both mixed together and sent to the carbonator section where Carbon Dioxide is added to the mixture to form the final product.

•On the other hand, simultaneously, the returnable glass bottles are depalletized, inspected and washed for the purpose of filling in the final product in it. This step does not take place in the PET bottle line as the bottles once used are disposed. The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case of PET bottles), labeled and cased in

order to be sent into the warehousefor distribution

•Company introduction•Objective•Scope•Research methodology•Limitations•Segmentation model•Data analysis and Findings•Problems•Conclusion•Suggestions/Recommendations•Questionnaire

PROJECT OUTLINE :-

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland.

Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886

Introduction:-

•The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale.

Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands

• In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger

• Coca Cola owns more than ½ of the world’s beverages.

• Coke is affordable in all the outlets we surveyed.

• Coke comes in a variety of sizes worldwide, so you can use it for a crowd or as a personal snack.

Coca-Cola re-entered India in 1993. The vision of the company is to lead beverage revolution in the world and provide it’s consumer quality beverages at affordable price. As on June 2005, Company has 78 manufacturing locations across 24 states of the country.

Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India

To know the reason behind low RED (Right Execution Daily) score.

To know the availability of activation element in RED outlet.

To know the problem in the distribution of activation element.

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

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

To know the impact of activation element on customer.

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

Objective :-

•The main scope of study is to understand the impact of S.G.A (Sale Generating Assets) on sell.•To increase RED score of the outlet.•To fill the gap of activation element in different RED outlet.•To make a platform for market developer to work on difficult RED outlet.'•To analyze the work of the market developer.

Scope :-

•Research design•Descriptive: It includes surveys and the fact findings of different kinds. The major purpose of a descriptive research is the description of the state of affairs as it exists at present. Research has no control over variables.•Sample design : Non random sampling•Sample size: 250•Area of operation : Patna•Tools of data analysis : Pie chart•Research instruments : Questionnaire•Time frame : 8 weeks

Research methodology

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

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

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

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

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

Limitations :-

Segmentation model of “coca-cola”in Patna

Market SegmentationThe purpose for segmenting a market is to allow your

marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your

offering. If done properly this

will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments.

DATA ANALYSIS AND FINDINGS (in patna region):-

Activation OF OUTLETS :-1. Number of outlets need activation elements?

Activated =

190Not activated = 60

Total outlets-250

Brand order :-2. Number of outlets following brand order.

Following 168Not following

82Total outlets-250

Purity OF VISI-COOLER3. Number

of outlets having purity?Purity

172Not purity

78

Total outlets-250

Prime position :-

4. Number of outlets located at prime position.

Prime position 167Not in prime position

83

Total outlets-250

TRADE-channeL :-

CONVENIENCE (83%)

GROCERY(6%)

E & D(11%)

Total outlets-250

Visi-cooler :-

6. Distribution of Visi-cooler in the market.

Total outlets-250

7. Volume-wise distribution.

Total outlets-250

PRODUCT OF “COCA-COLA” IN INDIA

Findings:-76% outlet from the sample of 250 outlets which have

sufficient activation elements but remaining 24% outlets are not fully activated.

In our study it is revealed that ,67%from the selected outlet follow the Brand Order “COLOJ-K”, but remaining 37%are not following the brand order.

69% of visited outlet, visi-cooler are pure i.e. in visi-cooler only the product of Coco cola are placed and 31% of outlets don’t keep visi-cooler pure.

67% of visi-cooler are at prime position where consumer can see our product and choose as per there need.

83% outlets are convenience store, 11% are under the E&D and remain under 6% are glossary shop.

41% of outlets are having 7vc, 41% of the total outlets having 9vc,4% outlets have 11vc,and few outlets have 2vc and 20vc.

54% market cover under the silver categories where as remaining 23%,22%,1% are under diamond, gold, bronze respectively.

91% outlets don’t have a sufficient number GOD that they can create stock pile according to the visi coolers provided to them and 9% are those outlets which have sufficient number of GOD.

Problem :-• * Lack of pure visi cooler .Purity level is worse

condition because lean season.• * Activation Problem.• * During lean season there is lack of special

offer to promote selling.• * Availability standard in outlet is not

according to terms and conditions of the company.

• *There is number of unsatisfied red outlet with admission.

• * M.M.P.O is vanished from outlet.• * PepsiCo product is main competitor in

market.• *8. In most outlet kinley water and soda is least

preferred brand.

Conclusion :-• Coca-Cola is the leading soft drink brand in Patna

region & most selling brand in the region is • Thums-Up, Sprite and Maaza.* According to most of the outlet owners the product

which is seen is sold i.e. "Jo Dikhta Hai Woh Bikta Hai".

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

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

* Supply of product as well as stock keeping unit is not up to the mark.

Suggestion :-We must visit all RED outlets where the activation

elements are missing and it must be activated immediately.We must visit all RED outlets and arrange the product

according to COLOJ-K where products are not placed in the visi cooler according to COLOJ-K.

All the MD (Market Developer) needs to visit all the red outlets regularly to keep the visi cooler pure.

Prime position of visi cooler enhances the visibility of the product which help consumer to choose the product and some times it influences the customers to switch over from similar product.

We should try to increase sale of outlets so that maximum outlets can be converted into upgrade class.

We need to put effort to increase the required number of GOD as per the visi cooler size so that they can keep 3 day stock to meet the demand.

ANNEXURE :- Questionnaire Outlet Type : E & D Grocery Convenience Outlet Owner : ……………………................ Location: ………………………….. Contact No.: ………………………………….   1. Outlet Name…………………………………………………………………………………. 2. MD Name…………………………………………………………………………………… 3. Visi cooler size. 7vc 9vc 11vc 20vc  

3. VPO size

Diamond Gold Sliver Bronze 4. Location of SGA Prime position: Yes ( ) No ( ) 5. Brand order Yes ( ) No ( ) 6. Purity Yes ( ) No ( ) 7. Activation element Yes ( ) No ( ) 8. No. of GOD 9. Per Day selling 10. Delivery gap

By. Amit Krishna

PRESENTED BY-

AMIT KRISHNA