SURVEY REPORT ON
PROJECT REPORTON
TO STUDY THE RELEVANCE OF DIFFERENT MARKETING STRATEGIE AND RED
ON THE SALES OF COCA COLASubmitted In Partial Fulfilment of the
Requirement of BBA (CA) Degree of
SESSION : (2012-13)
SUBMITTED TO :- SUBMITTED BY:-
Mr. ASHISH UPADHYAY DHIRAJ KUMAR MISHRA
B.B.A. (CA)
Reg. No.-104053090010Study Centre-DNM MEMORIAL
COLLAGEDECLARATION
DECLARATION
I, Dhiraj Kumar Mishra, hereby declare that the information
presented in this report is correct to the best of my knowledge and
the analysis is as per the norms and guidelines provided for the
report. I have utilized the requisite concepts and applied the
required methodologies to analyze the primary data collected to
reach the conclusion present in the report.
I claim the report to be my indigenous work and has not been
presented anywhere for any purpose, what-so-ever.
Dhiraj Kumar Mishra BBA (CA)
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
It is indeed a moment of immense gratification for me to express
my deepest gratitude to the faculty of V.M.University for providing
me with an opportunity to undertake my summer internship program
from a world recognized beverage company HINDUSTAN COCA COLA
BEVERAGES PVT. LTD.At the same time, I would also like to thank the
companys management for granting me the permission of being the
part of their esteem organization and enhance my knowledge by doing
summer training project under their guidance.
The learning during the project was immense & invaluable. It
was a challenging & enlightening association with the company,
which helped me to understand the reality of work place, made me
manage the personal life with work and also helped me to be more
prepared for other industry.
The following persons deserve special thanks for their support
during this process of learning:-Mr. Ajay Singh (HR Manager)
Mr. Sushil Patel (Capability Devpt. Executive) Mr. Ranvijay
Narayan ( Sales Training Leader)Mr. Manish Srivastava (Project
Internal Guide)Mr. Surya Pratap (Market Developer)
PREFACE
PREFACE
Coca-Cola, the product that has given the world its best-known
taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola
Company is the worlds leading manufacturer, marketer and
distributor of non-alcoholic beverage concentrates and syrups, used
to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers.
Coca-Cola was first introduced by John Syth Pemberton, a
pharmacist, in the year 1886 in Atlanta, Georgia.
The project topic basically talks about the Relevance of
different marketing strategies and RED on the sale of Coca cola and
understanding the retailers psyche. The present report is an
amalgamation of our thoughts and our efforts to study the present
marketing scenario.
Advanced statistical technology for measurement, analysis and
tests have been used in the preparation of the project. The
findings of the activity have been drawn out in form of graphs and
suggestions have been offered there from.
CONTENTS
CONTENTS
Introduction
Company Profile
Objectives Research Methodology Analysis
Findings Conclusion Limitation Recommendation Bibliography
Annexure
INTRODUCTION
TYPES OF CHANNEL / OUTLET
Product line of Coca - Cola can be available at the following
places-
1) Convenience Outlet: - It refers to those outlets which
provide items of daily use. Such outlets can be easily located near
our houses.
For Example:-
Stationery Shop
General Store
Paan Shop
PCO
2) Grocery Outlet: - these are those shops or outlets which
along with selling the household items like: pulses, rice, etc sell
other items of daily consumption also.
3) E and D: - Here E and D stands for Eating and drinking. It
refers to those shops where ready to eat food items are available.
Such places have eating and drinking facilities and might have a
sitting arrangement also. Such type of outlets can be categorized
under two heads:-
E and D Type -1: - Such places dont have a sit and eat
arrangement for their customers. For Example: - Bakerys, Sweet
Shops, etc. E and D Type -2: - Such places have a sit and eat
arrangement for there customers. For Example: - Restaurants,
Hotels, Dhabas, etc.
R.E.D(RIGHT EXECUTION DAILY)
RED is a tool through which Coca cola analyzes the performance
of both employee and outlets.
For correct analysis of the performance, company uses three main
criteria which are
VISI COOLER (25 Marks)
AVAILABILITY (60 Marks)
ACTIVATION (15 Marks)
These marks are provided my a surveyor company named AC Nelson
who are responsible for the analyzing the performance of both
employee and outlets by providing them actual marks on different
grounds. Employees basically Market Developers work daily on
RED.
They perform the following tasks :
Market Visit
Activation
Availability
Warm Display
Greed the customer
Cooler Purity/ Merchandizing
Range Selling / Order taking
Thanks
Company classify the outlet in to four categories which are:
Diamond Outlet:- They are those outlets which sell above 800
crates in a year. Gold outlet:-
They are those outlets which sell in between 500 799 crates in a
year.
Silver Outlet:-They are those outlets which sell in between 200
499 crates.
Bronze Outlet:-They are those outlets which sells up to 200
crates.
On the basis of RED score, discounts and schemes are allotted
every year.
On the basis of RED score, performance of Market Developers are
also measured.
ABOUT COCA COLAIt is the worlds favorite drink, and the most
valuable brand. It is considered as the most recognizable word
across the word 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 no -alcoholic beverages
in the world.
In India, Coca Cola was the leading soft-drink till1977 when
government 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 sponsoring
the WORLD CUP in 1996 and various other tournaments, including the
Coca Cola Cup in Shajah in the late nineties. Coca Colas
advertising
campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular
and had entered the youths vocabulary. In 2002, Coca Cola launched
the campaign Thanda Matlab Coca Cola which sky-rocketed the brand
to make it Indias favourite 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 has signed on various celebrities including
movie stars such as Karishma Kapoor, Crickters such as Srinath,
Sourav Ganguly, and Southern Cinemas Celebrities like Vijay in the
past. And today its brand ambassadors are Aamir Khan, Imran Khan,
Hrithik Roshan, etc.
COMPANY PROFILE
Coca-Cola, the product that has given the world its best-known
taste, was invented by Doctor John Pemberton, a pharmacist from
Atlanta, Georgia, on May 8, 1886. The Coca-Cola formula and brand
was bought in 1889 by Asa Candler who incorporated The Coca-Cola
Company in 1892 and by 1895 it was being sold in every state and
territory in the United States. In 1899, The Coca-Cola Company
began franchised bottling operations in the United States.
Coca-Cola Company is the worlds leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups,
used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The
Companys beverage products comprises of bottled and canned soft
drinks as well as concentrates, syrups and not-ready-to-drink
powder products. In addition to this, it also produces and markets
sports drinks, tea and coffee. 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:
Provide a moment of refreshment for a small amount of money- a
billion times a day. The Coca-Cola Company and its network of
bottlers comprise the most sophisticated and pervasive production
and distribution system in the world. Through the worlds largest
beverage distribution system, consumers in more than 200 countries
enjoy the Companys beverages at a rate of 1.5 billion servings a
day. More than anything, that system is dedicated to people working
long and hard to sell the products manufactured by the Company.
This unique worldwide system has made The Coca-Cola Company the
worlds premier soft-drink enterprise. From Boston to Beijing, from
Montreal to Moscow, Coca-Cola, more than any other consumer
product, has brought pleasure to thirsty consumers around the
globe. For more than 115 years, Coca-Cola has created a special
moment of pleasure for hundreds of millions of people every
day.
Headquarter
The Coca-Cola CompanyP.O. Box 1734Atlanta, GA 30301, USA
Location (address): United States, Georgia, AtlantaLongitude:
-84 23' 50"Latitude: 33 46' 14"
Organisational Structure
ProductsCOCA COLA:
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 drink till
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, sponsoring the World
Cup in 1996 and various other tournaments, including the Coca-Cola
Cup in Sharjah in the late nineties. Coca-Colas advertising
campaigns Jo Chaho Ho Jaye and Life Ho To Aisi were very popular
and had entered the youths vocabulary. In 2002, Coca-Cola launched
the campaign Thanda Matlab Coca-Cola which sky-rocketed the brand
to make it Indias favorite 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 Vijay in the past and today, its rand ambassadors are
Aamir Khan, Aishwarya Rai, Vivek Oberoi and cricketer Virendra
Sehwag.
THUMS UP:Strong cola Taste, Exciting Personality
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 man
from the boys.
FANTA:
Internationally, Fanta The orange drink of The Coca-Cola
Company, is seen as one of the favorite drinks since 1940s. 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. Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just
uplifts 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.
LIMCA: Lime n Lemoni Limca, the drink that can cast a tangy
refreshing spell on anyone, anywhere. Born in 1971, Limca has been
the original thirst choice, of millions of consumers for over 3
decades. The brand has been displaying healthy volume growths year
on year and Limca continues to be the leading flavours soft drink
in the country. The sharp fizz and lemoni bite combined with the
single minded positioning of the brand as the ultimate refresher
has continuously strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of Limca
and walk away a new person
SPRITE:Worldwide Sprite is ranked as the No.4 soft drink and
sold in more than 190 countries. In India, Sprite was launched in
year 1999 and today it has grown to be one of the fastest growing
soft drinks, leading the clear lime category. Today Sprite is
perceived as a youth icon. Why? With a strong appeal to the youth,
Sprite has stood for a straight forward and honest attitude. Its
clear crisp refresh hinge taste encourages the todays youth to
trust their instincts, influence them to be true to who they are
and to obey their thirst.
MAAZA: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 drink category. Over the years, brand
Maaza has become synonymous with Mango. This has been the result of
such successful campaigns like Taaza Mango, Maaza Mango and Botel
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 positions is as an enabler of fun
friendship moments between moms and kids as moms trust the brand
and the kids love its taste. The campaign builds on the existing
equity of the brand and delivers a relevant emotional benefit to
the moms rightly captured in the tagline Yaari Dosti Taaza
Maaza.
KINLEY: 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 subcontinent. 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 company introduced
Kinley with reverse-osmosis along with the latest technology to
ensure the purity of the product. Thats why Coca-Cola goes through
rigorous testing procedures at each and every location where Kinley
is produced. Because they believe that right to pure, safe drinking
water is fundamental. A universal need, which cannot be left to
chance.
MINUTE MAID PULPY ORANGE(MMPO): Minute maid pupply orange cold
drink no gas only based on orange juice. It is a non-aerated soft
drink and market competitor of Tropicana Twister.
MINUTE MAID NIMBU FRESH: Minute Maid Nimbu Fresh is a lemon
juice-based drink from The Coca-Cola Company's (TCCC) developed
especially for Indian consumers.Minute Maid Nimbu Fresh' is made
out of great quality fresh lemon juice concentrate, providing
consumers with a great
refreshing experience - just like natural, home-made nimbu
pani'.Innovative consumer proposition of Minute Maid Nimbu Fresh is
best explained by the brand's tagline Bilkul Ghar Jaisa' (just like
home)
Mission, Vision & Values
The world is changing. To continue to thrive as a business over
the next ten years and beyond, the company must look ahead,
understand the trends and forces that will shape its business in
the future and move swiftly to prepare for what's to come. It must
get ready for tomorrow today. That's what its 2020 Vision is all
about. It creates a long-term destination for business and provides
with a "Roadmap" for winning together with bottling partners.
MissionOur Roadmap starts with our mission, which is enduring.
It declares our purpose as a company and serves as the standard
against which we weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
Vision for sustainable growthOur vision serves as the framework
for our Roadmap and guides every aspect of our business by
describing what we need to accomplish in order to continue
achieving sustainable, quality growth. People: Be a great place to
work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving
organization.
Values
The values that the employees in the Company are expected to
keep up to and work by regularly are as follows:
Leadership: To take an initiative and lead, motivate and drive
the team with energy and zeal, to deliver outstanding results.
Innovation: To continuously strive for progress and reach the
next level of excellence in everything we do.
Passion: To be deeply committed and display drive and energy in
the quest to deliver outstanding performance. Teamwork: To unite
for greater strength and work collectively as a group towards the
achievement of common goals.
Ownership: To think and act like owners at all levels; to
have
decisions taken at the lowest appropriate level.
Accountability: To be individually and transparently accountable
to our colleagues for delivering agreed targets and goals. Quality
Policy To ensure customer delight, we commit to quality in our
thoughts, deeds and actions by continually improving our
processesEvery time.
Competitors
In India, beverages form an important part of the lives of
people. It is an industry, in which the players constantly
innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.
The beverage industry is vast and there are various ways of
segmenting it, so as to cater the right product to the right
person. The different ways of segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and
for senior citizens
Segmentation based on the amount of consumption i.e. high levels
of consumption and low levels of consumption.
BEVERAGES
Alcoholic
Non-Alcoholic
Carbonated
Non-Carbonated
Cola
Non-Cola
If the behavioral patterns of consumers in India are closely
noticed, it could be observed that consumers perceive beverages in
two different ways i.e. beverages are a luxury and that beverages
have to be consumed occasionally. These two perceptions are the
biggest challenges faced by the beverage industry. In order to
leverage the beverage industry, it is important to address this
issue so as to encourage regular consumption as well as and to make
the industry more affordable.
Four strong strategic elements to increase consumption of the
products of the beverage industry in India are:
The quality and the consistency of beverages needs to be
enhanced so that consumers are satisfied and they enjoy consuming
beverages. The credibility and trust needs to be built so that
there is a very strong and safe feeling that the consumers have
while consuming the beverages.
Consumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation,
stimulation, refreshment, well-being or prestige relevant to the
category.
Communication should be relevant and trendy so that consumers
are able to find an appeal to go out, purchase and consume.
The beverage market has still to achieve greater penetration and
also a wider spread of distribution. It is important to look at the
entire beverage market, as a big opportunity, for brand and sales
growth in turn to add up to the overall growth of the food and
beverage industry in the economy.
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:
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 60.8% is held by Coca-Cola and the rest belongs to
Pepsi.
Nestl:Nestle does not give that tough a competition to Coca-Cola
as it mainly deals with milk products, Baby foods and Chocolates.
But 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 which is
packaged fresh fruit juice. These products give a strong
competition to Maaza and the latest product Minute Maid Pulpy
Orange.
Strategies
The company uses various marketing tactics to maintain the
demand of its products and regulate its sales so that it may be
able to face the tough competition and stand tall in this modern
dynamic world where the demands of the consumers changes
rapidly.
TV COMMERCIALS
The various TV commercials with television stars, cricketers,
politicians and other famous personalities helps the company in
creating interests in the minds of the customers. Also, the launch
of new products create anxiousness in the customers minds and thus
they are influenced to consume those new products.
REDUCTION IN PRICE-
The recently adopted strategy by the company was the reduction
in the price of 1.25Lts soft drink in which the price of the
product was brought down from Rs38 to Rs33.
OFFERS-
In addition to it, the company also gave a scheme with its
product SPRITE whereby the talk times were given to the people
under the advertising logo SPRITE KHOL, SEEDHA BOL. In this case,
various codes were written below the crowns and wrappers of the
soft drink and those codes had to be sent through a message on a
specified number, thus increasing the talk time balance of the
consumer.
BANNERS AND BUNTINGS
The company also attaches various banners and buntings outside
the outlets so that the passers-by may have a look at them and are
influenced to consume the brand of the company.
EMPTY CRATS
The company also makes the retailers to keep its empty carats
outside their shops because its dark red colour with highlighted
COCA COLA written on it makes the consumers influenced to consume
the brands offered by the company.
ADDITIONAL BOTTLES ON CRATS-
The company, as a part of its marketing and selling strategies,
offers additional bottles on carats to the retailers so that the
retailers may also be influenced to sell its brands.
SHELVES AND STANDS-
Retailers are also provided with shelves and stands so that they
can display the bottles by putting them in those shelves and stand.
The retailers are, often, provided display money for such sort of
work.VISI COOLER (REFRIGERATOR)-
The company aims at putting its visible cooler (refrigerator) at
the entrance of the retail outlets so that the passers-by are
influenced to consume the product.
DISTRIBUTING VEHICHLES-
The delivery autos and vans in which the products are
distributed to different retail outlets are open to sky, as a
result of which, the products being delivered are visible to the
general public.
GLOWSIGN BOARD
The company also attaches GLOWSIGN BOARD above the outlet which
is a long board and sparks light at night. It looks very attractive
and catches the attention of the passers-by. Moreover, it also
highlights the name of the retail outlet so the owner also finds it
good in getting its outlets name attached on the board of such a
big and respectable brand.FINANCIALS
The passion and determination belonging to the women and men of
Coca-Cola helped it continue to grow during the worst economic
environment since World War II. Its intense focus on growing its
brands, gaining share, driving revenue growth and leveraging
productivity enabled it to meet its 2009 volume and profit growth
goals, in line with its long-term targets.
The company entered 2009 with a simple and clear purpose: to
confront the global economic uncertainty by focusing on what it
could control. It worked to ensure that it came out of this crisis
in an even stronger position by communicating with its consumers
and retail customers; investing in innovation; and enhancing its
distribution, sales and production capabilities around the
world.
The following details gives a brief view about the financial
details of the company : -
As per the balance sheet drawn on Apr 3, 2009, the total assets
and liabilities of the company stood at $43,103 million.
As per the cash flow statement ending for 3 months on Apr 3,
2009, the net increase in the cash and cash equivalents were $2115
million.
As per the income statement ending for 3 months on Apr 3, 2009,
the income tax paid by the company was $456 million and the net
income attributable to the shareowners of the company was $1348
million.
Working with more than 300 bottling partners, the company added
approximately 650 million incremental unit cases of volume to its
business, a 3 percent gain over 2008.
In 2009, the Company generated $8.2 billion in cash from
operations, up 8 percent from 2008 and marking the first time it
surpassed the $8 billion mark.
The company reinvested $2 billion back into its business,
repurchased $1.5 billion in Company stock and paid $3.8 billion to
shareowners through dividends.
Its leadership efforts across the sustainability spectrum,
meanwhile, earned the Company a place on the Dow Jones
Sustainability World Indexpositioning it among the top 10 percent
of the worlds largest 2,500 companies in terms of advancing
sustainable business practices.
SWOT ANANLYSIS
In todays modern world of cut throat competition, the company
must make the best possible use of its strengths, should carefully
analyze its weaknesses and try to remove it, must try to find out
the different available opportunities and must protect itself from
the threats that continuously posses danger to the business of the
company.
StrengthsDistribution network: The Company has a strong and
reliable distribution network. The network is formed on the basis
of the time of consumption and the amount of sales yielded by a
particular customer in one transaction. It has a 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 and pushcarts.
Strong Brands: The products produced and marketed by the Company
have a strong brand image. People all around the world recognize
the brands marketed by the Company. Strong brand names like Sprite,
Fanta, Limca, Thums Up and Maaza add up to the brand name of the
Coca-Cola Company as a whole. The red and white Coca- Cola is one
of the very few things that are recognized by people all over the
world. 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.
Low 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.
Weaknesses
Low export levels: The brands produced by the company are brands
produced worldwide 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. In
2003, the Centre for Science and Environment (CSE), a non-
governmental organization in New Delhi, said aerated waters
produced by soft drinks manufacturers in India, including
multinational giants PepsiCo and Coca-Cola, contained toxins
including lindane, DDT, malathion and chlorpyrifos- pesticides that
can contribute to cancer and a breakdown of the immune system.
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 Companys 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.
Oppurtunities
Large domestic market: The domestic market for the products of
the Company is very high as compared to any other soft drink
manufacturer. Coca-Cola India claims a 58 per cent share of the
soft drinks market; this includes a 42 per cent share of the cola
market. Other products account for 16 per cent market share,
chiefly led by Limca. The company appointed 50,000 new outlets in
the first two months of this year, as part of its plans to cover
one lakh outlets for the coming summer season and this also covered
3,500 new villages. In Bangalore, Coca-Cola amounts for 74% of the
beverage market. 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 so that there will be a
considerable amount of exports and it is yet another opportunity to
broaden future prospects and cater to the global markets rather
than just domestic market. Higher people 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. Unlike
olden times, people now have the power of buying goods of their
choice without having to worry much about the flow of their income.
The beverage industry can take advantage of such a situation and
enhance their sales.
Threats
Imports: As India is developing at a fast pace, the per capita
income has increased over the years and a majority of the people
are educated, the export levels have gone high. People understand
trade to a large extent and the demand for foreign goods 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. When a license is issued, the production
capacity is mentioned on the license and every time the production
capacity needs to be increased, the license poses a problem.
Renewing or updating a license every now and then is difficult.
Therefore, this can limit the growth of the Company and pose
problems. Slowdown in rural demand: The rural market may be
alluring but it is not without its problems: Low per capita
disposable incomes that is half the urban disposable income; large
number of daily wage earners, acute dependence on the vagaries of
the monsoon; seasonal consumption linked to harvests and festivals
and special occasions; poor roads; power problems; and
inaccessibility to conventional advertising media. All these
problems might lead to a slowdown in the demand for the companys
products.
OBJECTIVES
OBJECTIVES
To find the relevance of different marketing strategies of the
coca cola.
To find the impact of those strategies on the sale of the
company.
To find the impact of RED (Right Execution Daily) on the
performance of the coca cola company.
To find out the suggestions given by the retailers to enable the
Coca Cola Company to survive the cut throat competition.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGYType of research: -
Descriptive research
Type of data use: -
Primary data and Secondary data
Data collection method: -
Field survey
Data collection technique: -
Questionnaire
Sample: - Individual.
Sample unit: - Varanasi City.
Sample size: - 100
Sampling method: - Convenience.
Data representation tools: -
As per the need of project analysis, the following tools are
used: Graphs
Bar Diagrams
Pie chart
ANALYSIS
Q.2:- Since how long are you selling the brands of the coca cola
company?
Table:2:-
SL.No.OptionsRespondents
1Less than 1 year16
21 year 3 year 39
33 year 5 year 35
4More Than 5 year10
Total100
Chart:2:-
Interpretation:-
16% of the total respondents are selling the brands of Coca Cola
Company from less than 1year. 39% of the respondents are selling
the coca cola brands from between 1 to 3 years. 35% of them are
selling it between 3 to 5 year & the rest 10% of the
respondents are selling the brands from more than 5 years.Q.3:- The
reasons for selling the brands of the coca cola company.
Table:3:- SL.No.OptionsRespondents
1High demand 83
2High Margin of profit 6
3Good service6
4All of these 5
Total100
Chart:3:-
Interpretation:-
The reason given by the respondents in accordance with the
selling the brands of coca cola is like that , 83% of the total
respondents think due to high demand , 6% think that due to High
margin of profit , Other 6% think that due to good service, &
rest 5% think that all the reasons are equally important.Q.4:- Are
you satisfied with the marketing strategies adopted by the coca
cola company?
Table: 4:-
SL.No.OptionsRespondents
1Yes57
2No43
Total100
Chart: 4:-
Interpretation:-
As per the response given by the respondents to this particular
question , 53% of the total respondents are satisfied with the
different marketing strategies which are adopted by the coca cola
company & rest 47% of the respondents are not satisfied with
the different marketing strategies which are adopted by the company
in accordance with its various activities. Q.5:- Which strategy,
among these, attract the customers more towards consuming the
brands of coca cola company?
Table: 5:-
SL.No.OptionsRespondents
1Glow sign board above the shop 26
2Putting carats outside the shop 21
3Visi cooler at the gate of the shop35
4Displaying the bottles on shelves18
Total100
Chart: 5;-
Interpretation:-
Visi coolers at the gate of the shop attract customers more as
35% of the total respondents think so,& 26% think that glow
sign board above the shop attract most than any other means 21%
have an opinion that putting carats outside the shop attract
customers most & rest 18% think that displaying the bottles on
shelves is more appropriate means of attracting the
customers.Q.6:-RED is an effective tool that has helped the coca
cola company to increase its sales and capture a large market
share. Do you agree?
Table:6:-
SL.No.OptionsRespondents
1Yes73
2 No19
3Not aware about RED8
Total100
Chart:6:- Interpretation:-
This Particular question is based on the impact of RED(Right
Execution Daily) towards the company performance. As per the
responses given by the respondents , 73% have an clear cut opinion
that RED is an effective tool 19% think that it is not much
effective for the company, & rest 8% have no idea about what
RED exactly is.Q.7:- Are you satisfied with the size of visi cooler
present in your shop?
Table:7:- SL.No.OptionsRespondents
1Yes, it is appropriate as per my sales.48
2 No, I am in need of a bigger cooler35
3No, I have a bigger visi cooler than my requirement15
Total100
Chart:7:-
Interpretation:-
This particular question is based on the standard of visi cooler
which is present at the shop & retailers perception towards it
48% of the total respondents are satisfied with the size of visi
cooler which is present in their shop. 37% think that they are in
need of a bigger visi cooler, and rest 15% think that they have a
bigger visi cooler than their requirement.Q.8:- The promotions done
to attract the customers.
Table: 8:-
SL.No.OptionsRespondents
1Reduction in price for a given period8
2 Attaching posters,banners,buntings18
3Giving prizes and gift coupons7
4All of these67
Total100
Chart: 8:-
Interpretation:- According to the responses given by the
respondents to this particular question, 18% think that attaching
posters , banners, buntings , attract the customers most & 8%
think that reduction in price for a given period is a better means
of attracting customers In the same case 7% think that giving
prizes and gift coupons attract them most & rest 67% think that
all the options are equally important for attracting customers.
Q.9:- The cold drinks of the coca cola you sell the most.
Table: 9:-
SL.No.OptionsRespondents
1Cola Drinks(Thums up, Coca cola) 11
2 Non Cola Drinks(Sprite, Limca , Fanta) 31
3Juices(Maaza,MMNF&MMPO) 58
Total100
Chart: 9:-
Interpretation:-
The results which are come out from this particular question is
like that 58% of total respondents or shopkeepers think that cola
drinks are more sold from their shops 31% think that non cola
drinks they sell most & rest 11% sell mostly juices from their
shops.Q.10:-The increase in sales which is due to the adoption of
different promotional activities of coca cola in a particular time
(in percentage).
Table:10:-
SL.No.OptionsRespondents
11% - 10% 27
211% - 20%43
321% - 30%19
4More than 30%11
5No change0
Total100
Chart: 10:-
Interpretation:-
This particular question suggest that the increase in sales
which is due to the various promotional activities of the company
& the responses are like
43% respondents think that their sales increased in between
11%-20%
27% think that it is in between 1%-10%
19% have an opinion that it is 21%-30% &
Sale of rest 11% respondents are increased by more than 30%
The results which are come out suggest that there is some
increase in sales due to promotional activities of the
company.Q.11:- What is the most important negative factor for
consumer with respect to cold drinks as a
whole?Table:11:-SL.No.OptionsRespondents
1Price19
2 Quantity16
3Quality42
4Brand availability23
Total100
Chart: 11:-
Interpretation:- The most important negative factor for consumer
with respect to cold drinks as a whole is come out to be the
quality of the cold drink As 42% respondents think so Another 23%
think that non availability of their preferred brand 19% have an
opinion regarding price & rest 16 % think that Quantity of the
cold drink.Q.12:- As a consumer what are four expectations for
future regarding various cola and non cola products?Table:12:-
SL.No.OptionsRespondents
1New flavor should be launched 21
2 Quality should be improved37
3Prices should be moderate42
4Other0
Total100
Chart:12:-
Interpretation:- As per the responses given by the retailers
most of them think i.e.42% that prices should be moderate in
future
37% have an opinion that quality should be improved &
rest
21 % think that new flavors should be introduced in the market.
FINDINGSFINDINGS Most of the respondents are dealing their business
in general stores and in tea stall or sweet houses. Maximum numbers
of shopkeepers are selling coca cola products from more than 1 year
to 5 years.
Huge demand of coca cola products in the market is the main
reason for retailers which forces them to sell companies product.
57% of the total respondents or retailers are satisfied with the
different marketing strategies which are adopted by the coca cola
company and in the same case 43% retailers are not satisfied with
the different marketing strategies of the company.
Visi coolers which are present at the gate of the shop, attract
customers most towards consuming the products of the coca cola. As
35% of the total respondents think so. Other Strategies like glow
sign board, putting carats outside the shop, displaying bottles on
shelves are also good means for attracting customers. 73% of the
total respondents think that due to RED coca cola company is
managed to increase its sales and capture a large market share.
Most of the retailers i.e.48% are satisfied with the size of visi
coolers which are present in their shop. But in the same case 37%
retailers are unsatisfied, they need bigger visi cooler and 15%
retailers told that they have a bigger visi cooler than their
requirement.
Promotions which are done by the company time to time for
attracting customers like reduction in price , attaching posters,
banners ,buntings etc., giving prizes and gift coupons etc. are
equally important as per the 67% of the total respondents.
Cola drinks are more sell by the most of the retailers from
their shop which is comprises of thums up & coca cola as 61%
think like that. In the same case 32%think that they sell mostly
non cola drinks like sprite, limca & fanta. And 7% have an
opinion that they sell mostly juices like maaza, MMNF&MMPO.
Most of the retailers think that promotional activities of the
company help in increasing the sales of retailers. The results
which are come out provide a clear cut data regarding this. Most of
the retailers think that the main negative factor for consumer with
respect to cold drink as a whole is come out to be Quality of the
cold drink. Most of the retailers are in favor of moderate prices
in future of cola and non cola products. CONCLUSION
CONCLUSIONAfter conducting this survey on the topic To study the
relevance of different marketing strategies and RED on the sales of
the coca cola and exploring out its findings, I come to the
conclusion that the brands of the Coca Cola company is highly
demanded. The Company has a very wide range of products which is in
the constant process of refreshing the world with their extra
ordinary taste.
The various promotional activities adopted by the company helps
it in boosting up its sales by nearly 20% and the distribution
network of the company is also satisfactory with a grievance
solving machinery working efficiently and solving the problems of
the retailers.The company should continuously carry on in its work
of research and developing and launching new product because this
will help it in facing the tough competition and solving the
complexities of the rapidly changing taste of the consumers.
RED is also come out to be a very effective tool which not only
increases the performance of the employees and the outlets but on
the same case increases the sales of the company.
LIMITATIONS
LIMITATIONS
TIME LIMIT There was acute shortage of time and as a result of
it only a smaller area could be covered. CHILLER PROBLEM Problems
regarding the visible cooler are often solved untimely. Moreover,
the retailer also does not use the cooler to its utmost
capacity.
HEALTH CONCIOUS APPROACH People have become more health
conscious and as a result of it the company has to face tough
competition with the other energy and nutritious drink available in
the market.
EXPLOITATION OF WATER The company is using excess water, which
proves to be a reason for the various domestic organizations to
protest against it.
INADEQUATE SUPPLY During summers, the company finds it very
difficult in meeting the demands. Often, the retailers are supplied
less stock than they demand.
SCHEME PROBLEM The schemes are not disclosed to all the
retailers on a particular route as a result of which there is a
sense of dissatisfaction among the retailers.
RECOMMENDATIONS
RECOMMENDATIONS
PRODUCTION OF UNSEASONAL PROUCTS
Company should produce unseasonal product like- snacks, tea ,
coffee..etc. as in India there is no demand of cold drink in winter
season. FOCUS ON RURAL MARKET The company needs to focus on the
rural market because of the saturation in the urban market. REGULAR
SUPPLY The company should ensure the regular supply of all the
flavors and all the packaging on time.
ADOPTION OF FLANK STRATEGY For higher market share of the
company, it must focus on the weaker operational area of PEPSI.
VISIBLE COOLER (REFRIGERATOR) The visible cooler should be
provided at more of the outlets.
HEALTH DRINKS The company should soon come up with some sort of
health or nutritious drink so that it may counter attack the
competition given by TROPICANA and REAL juices. SOCIAL ISSUES The
company must also take into considerations the various social
issues because the population of India is emotional and is
sensitive towards such issues.
INCENTIVES TO SALESMAN Target should be given to the salesman
because they are the linking point between the company and the
retailers. They can give a good sale if they will be allured with
target based incentives. DISCUSSION The offers, schemes and other
promotional schemes should be discussed with the MDs and the
salesmen and should be motivated to tell it to the retailers so
that the schemes may be properly utilized by the retailers and the
consumers. WATER CONSERVATION The company should employ water
conservation tactics because water is a natural resource and is
sure to exhaust one day and the whole business of the company
depends upon the availability of water. TRAINING TO RED OUTLETS The
company should provide proper training to the outlets whose audit
is done on a regular basis. The outlets must be informed about the
channel and category to which they belong and what is expected from
them.
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS : -
Marketing management -
By Philip kotler
Research methodology
By C.K.Kothari
WEBSITES : -
http :// www.wikepedia.com http :// www.google.com http ://
www.coca-colaindia.com http :// www.google.images.com
ANNEXURE
Project onTO STUDY THE RELEVANCE OF THE DIFFERENT MARKETING
STRATEGIES AND RED ON THE SALES OF THE COCA COLA.Dear sir/madam,I
am conducting this project for the partial fulfillment of my course
M.B.A. from the M.P. Institute, Varanasi.
The information provided by you will be used for educational
purpose only.QuestionnaireQ 1) Your basic nature business
A) General Merchant B) Tea Stall
C) Pan Shop D ) Restaurants.Q 2) Since how long are you selling
the brands of the Coca Cola company?
A) Less Than 1 Year B) 1 Year 3 Years
C) 3 Years 5 Years D) More Than 5 Years.Q 3) The reasons for
selling the brands of the Coca Cola company.
A) High Demand B) High Margin of Profit
C) Good Service D) All of These.
Q 4) Are you satisfied with the marketing strategies adopted by
the Coca Cola Company?
A) Yes B) No
Q 5) Which strategy, among these, attracts the customers most
towards consuming the brands of the Coca Cola Company?
A) Glow Sign Board Above the shop B) Putting carats outside the
shop.
C) Visi cooler at the gate of the shop. D) Displaying the
bottles on shelves
Q 6) RED is an effective tool that has helped the Coca Cola
Company to increase its sales and capture a larger market share. Do
You Agree?
A) Yes B) No C) Not aware about RED.Q 7) Are you satisfied with
the size of the visi cooler present in your shop?
A) Yes, it is appropriate as per my sales. B) No, I am in need
of a bigger cooler
C) No, I have a bigger visi cooler than my requirement?Q 8) The
promotions done to attract the customers.
A) Reduction in price for a given period. B) Attaching posters,
banners, buntings.C) Giving prizes and gifts coupons. D) All of
these.
Q 9) The cold drinks of the Coca Cola you sell the most.
A) Cola Drinks (Thums up, Coca Cola)
B) Non Cola Drinks (Sprite, Limca, Fanta)
C) Juices (Maaza, MMPO, and MMNF).
Q 10) The increase in sales which is due to the adoption of
different promotional activities of coca cola in a particular time
(in percentage).
A) 1% - 10% B) 11% - 20%
C) 21% - 30% D) More than 30%
Q11) What is the most important negative factor for consumer
with respect to Cold drink as a whole?A) Price B) Quantity
C) Quality D) Brand AvailabilityQ12) As a consumer what are four
expectations for future regarding various cola and non cola
products?A) New flavors Should be launched B) Quality should be
ImprovedC)Prices Should be moderate D) Other
MARKET DEVELOPER
DISTRIBUTER AND SALESMAN
KEY ACCOUNTS
MARKETING
SALES EXECUTIVE
SALES TRAINERS
AREA SALES MANAGER
CHANNEL MANAGER
AREA CAPABILITY MANAGER
FINANCE MANAGER
ROUTE TO MARKET
GENERAL SALES MANAGER
PLANT MANAGER
HUMAN RESOURCE MANAGER
AGM/AOD
REGION CAPABILITY MANAGEMENT
REGION CHANNEL
REGION DIRECTOR/ MANAGER
REGION BSG
REGION LEGAL
REGION COLD DRINK
REGION EXTERNAL AFFAIRS
REGION CUSTOMER SERVICE
REGION HUMAN RESOURCE
REGION FINANCE
AGM/AOD UNIT 4
AGM/AOD UNIT 3
AGM/AOD UNIT 2
AGM/AOD UNIT 1
REGION VICE PRESIDENT
VICE PRESIDENT BSG
REGIONAL VICE PRESIDENT (CENTRAL)
CHIEF FINANCE OFFICER
REGIONAL VICE PRESIDENT (NORTH)
HUMAN RESOURCE DIRECTOR
VICE PRESIDENT SUPPLY CHAIN
CHIEF EXECUTIVE OFFICER
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