MDPJP COCA COLA PROJECT

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SUMMER PROJECT REPORT

ON

IMPACT OF EFFECTIVE MDPJP

IN COCA-COLA (HCCBPL)

SUBMITTED IN PARTIAL FULFILLMENT OFDEGREE OF

MASTERS OF BUSINESS ADMINISTRATION

SESSION (2009-2011)

PAPER CODE-(CP-303)

SUBMITTED BY:

MANISH PRAKASH

MBA 3rd

SEM

University Roll No.-

SUBMITTED TO

ICL INSTITUTE OF MANAGEMENT AND TECHNOLOGY SOUNTLI

(KURUKSHETRA UNIVERSITY, KURUKSHETRA)

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DECLARATION

I hereby declare that, the project entitled IMPACT OF EFFECTIVE MDPJP assigned to

me for the partial fulfillment of MBA degree from Kurukshetra University, Kurukshetra. Thework is originally completed by me and the information provided in the study is authentic to the

best of my knowledge.

This study has not been submitted to any other institution or university for the award of any other

degree.

MANISH PRAKASH

MBA 3rd SEM

University Roll No.

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ACKNOWLEDGEMENT

Gratitude is the hardest of emotions to express and one often does not find adequate words to

convey what one feels and trying to express it

The present project file is an amalgamated of various thoughts and experiences .The successful

completion of this project report would have not been possible without the help and guidance of

number of people and specially to my project guide in the company

Mr. Subhabrata Acharya (Area sales manager) Hindustan Coca-Cola Beverages Pvt. Ltd.

Mr. Rajesh Priyadarsi (sales trainer)

Mr.Nadim Sir (Sales team leader) and all MDS especially to

Mr.Tusar

Mr. Sanjay kumar

Mr. Premdeep Kumar

Mr. Vinod Kumar

take this opportunity to thank all those who have directly and indirectly inspired, directed and

helped me towards successful completion of project report on IMPACT OF EFFECT

MDPJP.

I am also immensely indebted to my project guide, Ms. NERU SINGHALLecturer, ICL, for his

illumining observation, encouraging suggestions and constructive criticisms, which have helped

me in completing this research project successfully.

There are several other people who also deserve much more than a mere acknowledgement at

their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and

cooperation intended to me by them.

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manish prakash

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PREFACE

Summer Training is the bridge for a student that takes him from his theoretical knowledge world

to practical industry world. The main purpose of industrial visit is to expose for industrial and

business environment, which cannot be possible in the classroom.

The advantages of this sort of integration, which promotes guided to corporate culture,

functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical.

2) To install the feeling of belongingness and acceptance.

3) To help the student to develop the better understanding of the concept and questions

already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the IMPACT OF EFFECTIVE MDPJP . The

research is definitely going to play an important role in developing an aptitude for hard self-

confidence.

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CONTENTS

1) CHAPTER-1 INTRODUCTION TO

SOFT DRINK INDUSTRY

HCCBPL

PROJECT

IMPACT OF EFFECTIVE MDPJP

2) CHAPTER -2

OBJECTIVES

3) CHAPTER-3RESEARCH METHODOLOGY

4) CHAPTER-4

ANALYSIS AND INTERPRETATION

5) CHAPTER-5FINDINGS

6) CHAPTER-6

LIMITATIONS7) CHAPTER-7

RECOMMENDATIONS

8) CHAPTER-8

CONCLUSION

BIBLIOGRAPHY

ANNEXURE

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Chapter 1

INTRODUCTION TO

SOFT DRINK INDUSTRY

HCCBPL

PROJECT

(IMPACT OF EFFECTIVE MDPJP)

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Introduction to Soft Drink Industry

The main production of soft drink was stored in 1830s & since then from those

experimental beginning there was an evolution until in 1781, when the worlds first cola flavored

beverage was introduced.

These drinks were called soft drinks, only to separate them from hard alcoholic drinks.

This drinks do not contains alcohol & broadly specifying this beverages, includes a variety of

regulated carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks,

sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean

carbonated drinks.

Consumption of Soft Drink in India

India is one of the lowest soft drink consuming countries in the world. According to per capita in

India is 5 bottles per year, while highest consumption in USA of 800 bottles per year. Lower

middle & upper middle class consume 91% of soft drink market.

Growth & Size of Market

The consumption diagram graph of soft drink has never, decrease. If once, it has increased. It is

increasing at 24 25% per year.

Even in India the market is constantly growing in 1993, the people of India consume only 0.7

lt/head, while in 1995 it increased from 0.7 to 0.93 lt/head, in 1997 it was 1.14 lt/head & in 2001

it was 1.62 lt/head.

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Market Share in India

The two global majors Pepsi & Coca Cola dominate the soft drink industry market. Coca

Cola, which had winded up its business from India during the introduction of IERA regime

reentered in India after 16 years letter in 1993. Coca Cola has acquired a major soft drink

market by buying out local brands like Thums up, Limca & Gold Spot from Parle Beverages.

Pepsi although started a couple of years before Coca Cola in 1991, right now it has lower

market share. It has brought over Mumbai based Dukes range of soft drinks. Both Cola

manufactures Pepsi & Coca Cola come up with their own market share & claim to have

increased their share.

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BRAND NAME MARKET SHARE (ORG. FIGURE)

COCA-COLA 57%

PEPSI 41%

OTHERS BRANDS 2%


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Coca-Cola is 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. 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. 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-

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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.

The Company aims at increasing shareowner value over time. It

accomplishes this by working with its business partners to deliver satisfaction and value to

consumers through a worldwide system of superior brands and services, thus increasing brand

equity on a global basis.

They aim at managing their business well with people who are strongly committed to theCompany values and culture and providing an appropriately controlled environment, to meet

business goals and objectives.

The associates of this Company jointly take responsibility to ensure compliance with the

framework of policies and protect the Companys assets and resources whilst limiting business

risks.

The business system of coca-cola in India directly employs approximately 6,000 people, &

indirectly creates employment for many more related industries through our procurement,

supply and distribution system.

The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises

owned bottling operations. On the distribution front , 10 tone trucks, open-bay three wheelers

that can navigate the narrow alleyways of Indian cities, ensure that our product available in each

corner of the country.

The coca cola is responsible for the mfg. distribution & sales of product across the country.

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COCA- COLA IN BIHAR

When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Ltd. of

Patna, Bihar onlease for20 years in 1997- 98 started its operation. The first product launched by

Hindustan Coca Cola Beverages Pvt. Ltd. of Patna was Coca-cola and after that all the

remaining products came in the Bihar market. At present the work force capacity of theHindustan Coca Cola Beverages Pvt. Ltd. is 126 including all the departments.

The soft drink market in India is quite wide. The

production of soft drink in Bihar was stated on27th with March 1967 with installation of a Coca

Cola bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr. Dharma

Chad Kumari which was named as Steel city Beverages Pvt. Ltd. The company controlled the

lions share in the soft drink market fornearly 10 years. Parle also entered this field in Bihar with

the installation of bottling unit in collaboration with Mr. Rajendra Poddar in the name ofOrient

Beverage Pvt. Ltd. In 1997 with the advent of Janta Party Government, it created trouble for

Coca Cola which led to withdraw its operation from India.

After the withdraw of Coca Cola from India the Parle monopolized the soft drink

market in Bihar and took a lions share of the beverages product from the industry even after Mc.

Dowell pure drinks and local drinks entered into the market. They would not complete with

Parle.

Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the

India market. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th

March 1991 owned by Kamani's collaboration with Birla Group,which was once the bottling

plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario of Bihar also

changed dramatically. Coca cola establishes its bottling plant in Jamshedpur (Now in Jharkhand)

and Patna to counter its archrival Pepsi.

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A soft drink is a non-alcoholic beverage. It is

artificially flavored and content no fruit juice orpulp. The invent of soft drink is really a classic

example of today's marketing theory which says The real marketing spirit of marketing man lies

behind the fact of identifying a need, a real need of consumer and providing him the product to

fulfill his need.

COCA-COLA IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all empowering Coca-

Cola entered the country to dominate the soft drink market, the history of soft drink in India is

quite drinking old. Down the ages, people consume soft drink to give them a refreshing feeling.

Gold spot is considered as the first brand of soft drink in India, it was introduced in 1965.

Coca- cola at the same time entered the Indian mark t .and dominated the whole market. It faced

no though competition from the domestic market. Due to certain circumstances the Coca cola

Company discontinued its operations in India. In 1993 Coca Cola was launched in Agra (India)

again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with Parle export

Pvt. Ltd., The Company was trying its best to regain prestige which it had before. At present

only Coca Cola and Pepsi Food are giving tough competition to each other.

Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a very good

beginning in the Indian market and it hardly faced any competition in India. The marketing

people did not even require advertising Coca Cola. This extra ordinary success of soft drink

could be attributed to following factors.

Later in 1970, it introduced Limca a lemony soft drink. Before limca they had tentatively

introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation

with Coca-Cola. The Indian drink had a significant opportunity in 1977 when Coca Cola decided

to wind up its operation rather than bowing to the government of India insistence of dilution of

equity.

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COCA-COLA PATNA IN PLANT

Coca-Cola begins its operation on 4th Sept. 1998 by over the franchise bottler.

It is located at E-1 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 plant can produce around 18000 cases of soft drinks per day by contribution of more than

100 employees .

MANUFACTURING UNIT OF HCCBPL (PATNA)

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MANUFACTURING PROCESS

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FLAVOURS OF COKE IN INDIA

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The world's favorite drink. The world's most valuable brand. The most recognizable word across

the world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-

alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-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-

Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had

entered the youth's vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab

Coca-Cola" which sky-rocketed the brand to make it India's 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

had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such

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as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand

ambassadors are Aamir Khan and Hrithik Roshan.

Glass PET Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L, 6 330ml

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.

ThumsUp is known for its strong, fizzy taste and its confident, mature and uniquely masculine

attitude. This brand clearly seeks to separate the men from the boys.

Lime n Lemoni Limca, Derived from nimbu + jaisa.. Hence lime sa.

Limca has been lived up to its promise refreshment and has been the original thirst

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Glass PET Can

200ml, 300ml, 600ml, 1.2L, 2L, 2.25L, 330ml


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choice of millions of consumers for over 3-decades. Born in 1971 has remained

unchallenged as the No.1 Sparkling Drink in the cloudy lemon segement.

Internationally Fanta - The orange drink of The Coca-Cola Company is seen as one of the

favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.

Over the Years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting taste and tingling

bubbles taste that not just up lifts feelings but also helps free spirit thus encouraging one to

indulge in the moment. This positive imagery is associated with happy, cheerful and special

times with friends.

Worldwide sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries.

In India, Sprite was launched in year 1999 & today it grown to be one of the fastest

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Glass PET Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml


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growing soft drinks, leading the clear lime category.Today Sprite is perceived as youth icon,

why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest

attitude. Its clear crisp refreshing taste encourages the todays youth to trust their instincts,

influence them to be true to whom they are and to obey their thirst.

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

was available throughout the year.

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

Over the year, brand Maaza has become synonymous with Mango. This has been the result of

such successful campaigns like Taaza Mango, Maaza Mango and Botal Mein Aam, Maaza hai

Naam consumers regard Maaza as wholesome, natural, fun drink which delivers the real

experience of fruit.

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

moms and kids as moms trust the brand asn the kids lovew 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.

Glass Tetra Mobile Pet

200ml, 300ml 200ml 600ml 1.25ml

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Glass Pet Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml


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Minute maid Pulpy orange

The brand launched in its internationally successful minute maid pulpy Orange avatar is a

naturally refreshing juice drink which offers an Unmatched taste experience to consumers due tothe presence of real orange pulp This innovative consumer proposition is best explained by The

brand tagline Refreshing orange, surprisingly pulpy. Minute maid Pulpy orange has been made

available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.

Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual

purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance

of life, a celebration of life itself.

The importance of water can never be understated

Particularly in a nation such as India where water governs the lives of the millions, be it as part

of everyday rituals or as the monsoon which gives life to the sub-continent.

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

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MOBILE Pet

250ml,400ml 1.l


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can trust to be truly safe and pure.Kinley water comes with the assurance of Safety from the

Coca-Cola Company. That is why we introduced Kinley with reverse- osmosis along with the

latest technology to ensure the purity of our product. Thats why we go through rigorous testing

procedures at each and every location where Kinley is produced.

Because we believe that right to pure, Safe drinking water

is fundamental. A universal need, that cannot be left to chance.

BUSINESS PLAN MODEL

DISTRIBUTION NETWORK

Distribution chain at HCCBPL

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.

DISTRIBUTION ROUTES

The various routes formulated by HCCBPL for distribution of products are as follows:

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Key Accounts: The customers in this category collectively contribute a large chunk of

the total sales of the Company. It basically consists of organizations that buy large

quantities of a product in one single transaction. The Company provides goods to these

customers on credit, payments being made by them after a certain period of time i.e.

either a month of half a month.

Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

Future Consumption: This route consists of outlets of Coca-Cola products, wherein a

considerable amount of stock is kept in order to use for future consumption. The stock

does not exhaust within a day or two, instead as and when required stocks are stacked up

by them so as to avoid shortage or non-availability of the product.

Examples: Departmental stores, Super markets etc.

Immediate Consumption: The outlets in this route are those which require stocks on a

daily basis. The stocks of products in these outlets are not stored for future use instead,

are exhausted on the same day and might run a little into the next day i.e. the products are

consumed at a fast pace.

Examples: Small sized bars and restaurants, educational institutions etc.

General: Under this route, all the outlets that come in a particular area or an area along

with its neighboring areas are catered to. The consumption period is not taken into

consideration in this particular route.

DISTRIBUTION SYSTEM

Direct distribution: In direct distribution, the bottling unit or the bottler partner has

direct control over the activities of sales, delivery, and merchandising and local account

management at the store level.

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Indirect distribution: In indirect distribution, an organization which is not part of the

Coca-Cola system has control on one or more of the distribution elements (Sales,

delivery, merchandising and local account management)

Merchandising: Merchandising means communication with the consumer at the point of

purchase to convey product benefit, value and Quality. Sales people and delivery

personnel both have this responsibility. In certain locations special teams who go into

business locations to specifically merchandise our products.

Shipping or Warehousing Department: It dispatches goods as per approved by order,

ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out

area and updates warehouse stock records in a timely manner.

MISSION & VISION

ur mission, vision and values outline who we are, what we seek to achieve, and how we want to

achieve it. They provide a clear direction for our Company and help ensure that we are all

working toward the same goals.

OUR MISSION

Our mission declares our purpose as a company. It serves as the standard against which we

weigh our actions and decisions. It is the foundation of our Manifesto.

To refresh the world in body, mind and spirit.

To inspire moments of optimism through our brands and our actions.

To create value and make a difference everywhere we engage.

OUR VISION

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Coca-Colas vision guides every corners of business by describing what we need to accomplish

in order to continue achieving sustainable growth. Coca-Cola is guided by shared values that

both the employees as individuals and the Company which is blend of

Accountability , Passion , Innovation , Collaboration , Leadership Integrity and Quality .

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

Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfypeople's desires and needs.

Partners: Nurturing a winning network of customers and suppliers, together we create mutual,

enduring value.

Profit: Maximizing long-term return to shareowners while being mindful of our overall

responsibilities.

COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic

beverage industry consisting of juices and soft drinks. The key competitors in the

industry are as follows:

:

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MARKET SHARE

71%

29%

COK

PEPS

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.

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

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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.

CUSTOMER

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

preference.

Coca cola is also available in can of 330ml which targets the upper income class and their sale is

also confined in those particular places.

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

for. Among the products of coca cola Thumps-up has lead the way with 45% of market share

Fanta stands third after Mirinda.Coca Cola Company has wide range of customers that falls under the distribution channels of

marketing. Customers may be CNF, distributor, retailers to final customers, which are

households.

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division of market

50%

30%

20%

COKE

PEPSI

OTHERS


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Organizational Chart of HCCBPL

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ORGANIGATION CHART COCA COLA INDIA

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STRUCTURE OF SALES DEPARTMENT

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BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)Bollywood rising stars Asin (left) for Pepsicos Mirinda,Genelia

Dsouza (Right) for cocacolas Fanta

.

Tennis star Sania Mirza for Sprite

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Bollywood star Aamir Khan for Coke Bollywood star Akshay kumar

for Thums up

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

PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

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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 latest initiative was a part of brand Sprites 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

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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.

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

BRANDS TAGLINE

Thumsup - Taste the thunder

Cocacola - Open happiness

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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 Dsouza

Limca - Riya Sen

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INTRODUCTION OF THE PROJECT

(IMPACT OF EFFECTIVE MDPJP)

In the F.M.C.G. sector beverage is one of the thoughest branch because it has to

deals with the sell of soft drink and after that it has to collect the bottle because

those bottles can be used by company after recycling process.Coca-cola is the

world largest beverage company in soft drink segment .It has adopted a unique

sales promotion strategy known as RED(Right Execution Daily). The

successfully implementation of RED depends upon MD (Market Developer) and

their flawlss planned PJP (Permanent Journey Plan). Activation of those outlets

which comes under RED need to provide all the activation elements and continuos

visit on regular interval by Market Developers so that sales of the soft drink could

be increase to a greater extent. Either it is to know the availability of activation

element in RED outlets or problem in distribution of activation element MD play

an significant role in through his effective PJP. Determination of unique PJP for a

MD help him be in touch of all the outlets with ease by increasing the no. of visit.I

had been assigned to visit all the RED and NON RED outlets with MDs in their

distribution centre to know MDs work, their difficulties in covering the outlets they

have been assigned and asked to give the details in 3X pattern. Earlier MDs were

working on 2X pattern.

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MDPJP UNDER 3X PLAN

A outlet has to be visited three times within a week .

Days of visiting outlets could be in two ways :

MON ----- WED ---- FRI

TUE ----- THRUS ---- SAT

Each day 35 outlets must be visited in a specific area allotted to a MD.

Time taken in visiting a outlet shoud be based on that outlets class.

AT GOLD OUTLETS -UP TO 15 Minutes

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AT DIMOND OUTLETS -UP TO 15 Minutes

AT SILVER OUTLETS -UP TO 10 MinutesAT NON RED/BRONZE -UP TO 5 Minutes

One MD requires visit of 70 outlets (which is max. no.) in a week.

If outlets are more than 70 in one visiting route, requires a additional MD.

KEY TERMS TO UNDERSTAND THE HORIZON OF

MDPJP

SEGMENTATION MODEL

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Outlet Structure of the Coca Cola in IndiaThe outlets can be classified as per three criteria :

Consumption Pattern

Volume Pattern

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Shoppers Profile

SEGEMENT

A) E & D

B) Convenience

C) Grocery

A) E & D :

Those outlets where people visit to ear of drink are known and eating and drinking outlets. Suchas Restaurants and Hotels , Dhabas.

B) Convenience :

Convenience outlets ate those outlets where people visit regularly for various purposes likestationary shop, S.T.D Booth, Betal Shop and general Store.

C) Grocery :

Those outlets where people visit to purchase food grains and any of such things for

future consumption and called as Grocery shops.

5%

66%

29%E & D

CONVENIENCE

GROCERY

Based on Volume Pattern

According to the volume sale in the outlets the company has adopted a unique policy of

categorizing the outlets in four different segments such as:

DIAMOND

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GOLD

SILVER

BRONZE

DIAMOND

Those outlets, which give an annual sale of Coca - Cola products more than 800 carats.

GOLD

Those outlets, which give an annual sale of Coca - Cola products less than 200 carats.

SILVER

Those outlets, which give an annual sale of Coca - Cola products between 200 to 499 carats.

BRONZE

Those outlets, Which give an annual sale of Coca':-Cola products less than 200 carats.

VISICOOLER STANDERS OF ALL THE CHANNELS

Low Medium High

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Diamond 20c/s 20c/s 20c/sGold 7c/s 9c/s 9c/s

Silver 4c/s 4c/s 7c/sBronze Ice Box Ice Box Ice Box

To measure the impact of Right Execution Daily (RED) a survey is done by A.C.

Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all

the RED activated outlets and benchmarks it on the prescribed Merchandising

standards of RED. A monthly report is send to Hindustan Coca- Cola Beverages

Private Limited.

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-

COLOJ - K

CO - COLA THUMSUP ,COKE

L - LEMON SPRITE , LIMCA

O - ORANGE FANTA

J - JUICE MAAZA , MMPO , MMNF

K -KINLEY WATER , SODA

THUMS UP > COKE > SPRITE > LIMCA > FANTA > MAAZA > MMPO >

MMNF > SODA > WATER

46

63%

2%

14%

6%

7%8%

Brand share

THUMSUP

COKE

SPRITE

LIMCA

FANTA

MAAZA


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MERCHENDISING STANDARDS FOR DIFFERENT DISTRIBUTON CHANNEL

EATING & DRINKING

Dimond Visi-Cooler should be in the Prime Position .

Gold Combo offer with minimum display of there products.

Silver Table Top Tent cards should be present.Price commution shoud be there. Flange/Standee should

Be there.CONVENIENCE

Diomond Visi cooler should be in the Prime Location.

Gold Counter top display should be there.

Price communication should be there.

Silver Flange/Standee should be there.

GROCERY

Diamond Visi cooler should be in the Prime Location.

Gold Counter top display should be there.Price communication should be there.

Silver Flange/Standee should be there.

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 cokes product. Therefore not other product of

any other company may not be in the cooler.

AVAILABILTY

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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, Shelf display, 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:

SHELF DISPLAY DISPLAY OF RACK VISICLOOER

RED SCORE TRACKING

The performance of market developer is measured on the basis of score tracking.

Tracking will be done of the following Parameters:

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1. Visi-cooler 25 points

2. Availability 60 points

3. Activation Elements 15 points

4. TOTAL 100 points

CHAPTER - 2

OBJECTIVES

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OBJECTIVES OF STUDY

To unearth the factors which make MD inefficient?

To study the existing mode of working of an MD.

How an MD can help in outlet activation?

What no. of outlets should be allotted to an MD.

How an MD can increase the frequency of visiting a outlet ?

To outline the effective MDPJP.

To know the impact of effective MDPJP on sale.

SCOPE OF THE STUDY

By this study company can involve require no. of MD in an area.

This study helps the company to tap the efficiency of the MD.

MDPJP helps to improve the promotion activities of the company and its

successfully implementation.

This study ensures the availability of the product in the market.

The study helps to find out the problem of an MD in completion of RED score.

Effective MDPJP helps to maintain the outlets in a well aligned way to avail all

the product to the consumers.

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CHAPTER-3

RESEARCHMETHODOLOGY

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RESEARCH METHODOLOGY

The methodology used to analyze the project is mainly based on survey method and this survey

was conducted through visiting Red and Non Red outlets and it also include direct contact with

grocery retailer, convenience store, eating and drinking outlets.

For survey sample size was taken from Two Distribution Agency located in Patna and it was

covered with the help of MDs (Market Developer) and STL(Sales Team Leader) of the

Hindustan Coca-Cola Beverage Private Limited.

The sample collected from only two distribution point existing in PATNA CITY, consisting

outlets of each Grocery, Convenience and Eating & Drinking. So total size of the sample is 321

only.

Research design : A research design is purely and simply the work or plan for a study that

guides the collection and analysis of the data. I have chosen descriptive research design for

study.

I have used LIKERTS Scale ( 5 point ) to know the traits of MDs in form as

Excellent - Good Average below average Poor

Attribute / Scale

Excellent Good Average

BelowAverage Poor

Informative 128 73 60 47 12

Suggestive 40 78 149 32 21

Problem Solving 33 87 120 56 24

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Regular Visiting 78 160 62 20 0

Sampling: Sampling studies are becoming more and more popular in all types of mass

study.The result of sampling has attained a wisely high standard accuracy.

Sample Design:Non random sampling

Size of sample: 321

SOURCES OF DATA COLLECTION

PRIMARY SOURCES

From Distribution Point.

From Outlet owners.

SECONDARY SOURCES

Internet Sites - www.google.com,

www.Coca-Cola.com,

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www.wikipedia.com,

www.coca-colaindia.com

1. Activation booklet of the coca-cola.

2. RED tracker of the market developer.

3. Magazines - Business World

CHAPTER - 4

ANALYSIS AND INTERPRETATION

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DATA ANALYSIS

Questions asked to Outlets Owners who selling Coca-Cola products .

1. Do MD visit to your outlet on regular basis ?

AttributeNo. of outlets

owner %

Excellent 6821.25

%

Good 18858.75

%

Average 4112.81

%

Below Avg. 23 7.18%

Poor 0 0%TOTAL 320 100%

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Interpretation

Only 59% outlet owner are accepting good shows the regular visit of MD is appreciating but

21% with excellent shows there is possibility of improvement which can done through change

in existing PJP.

2) Do they spent adequate time at your outlet ?

Attribute

No. of outletsowner %

Excellent 54 16.87

Good 8426.25

%

Average 10833.75

%BelowAvg. 49 15.31

Poor 25 7.81

TOTAL 320 100%

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Interpretation

A balance PJP plan save the precious time of an MD . Here only 17% outlet owner are satisfy

with the time spent by MD in their outlet. But at the same time only 34% Average satisfaction

lable hints a improvement in PJP plan.

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3) Are you satisfy with MDs in handling the problems ?

Attribute


Always 5015.62

%

Often 12037.50

%Occasional

ly 7222.50

%

Rarely 53 16.56%

Never 25 7.80%

TOTAL 320 100%

Interpretation

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Unsound response(always 16%) of problem handling service may be because of less time

availability.No doubt good PJP plan may improve it.

4) Do they able to avail coke flavours even in peak season ?


owner %

Always 35

10.93

%

Often 4213.12

%

Occasionally 10833.75

%

Rarely 9329.06

%

Never 4213.12

%

TOTAL 320 100%

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Interpretation

Demand is on zenith in peak season,April to August. This is very exhaustive for MDs .

Rarely(29%),and Occasionally(34%) can be improve which can increase the sales volume.

5) Execution of all activation element is done by

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Attribute

No. of outlets

owner %

MD 24676.87

%

STL 48 15%Other senior

personnel 26 8.12%

TOTAL 320 100%

Interpretation

76% outlets owners are agree with but rest rest 34% outlet owners are in expectation more

support from MDs.

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Question asked to MDs of COCA COLA in PATNA.

6) Are you satisfy with your current PJP ?

(Higher remarks shows higher satisfaction lavel)

Remarks

No. ofcorrespondent %

0 -20 2 8.69%

20 - 40 4 17.39%

40 - 60 8 34.78%

60 - 80 6 26.08%80 -100 3 13.04%

Total 23 100%

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Interpretation

Only13% are highly satisfied which is lower level of satisfaction. Highly dissatisfaction is

proportional to ergent chane in existing plan.

7) Do you have sufficient time to visit the outlets ?

OptionNo. of

correspondent %VeryMuch 4 17.39%

Sufficient 6 26.08%

Less 9 39.13%

Poor 4 17.39%

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Interpretation

In totality (39% +17%) 56% MDs are struggling to commensurate with their time and work .Only 18% are happy just because of the cosy area they have allotted.

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8) How many outlets you visit in a day ?

No. ofoutlets


1o - 15 0 0%15 - 20 5 21%

20 - 25 1460.86

%

25 - 30 417.39

%

Total 23 100%

Interpretation

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Only 17% MDs are able to cover total no.of outlets they have been alloted.

Rest are unappy and looking for change.No any (0%) MDs accepts current 2X PJP as complete

failure . It mean that they need some improvement in current plan.

9) Do you easily cover all these outlets ?

OptionNo. of

correspondent %

Peak Season 4 17.39%FestiveSeason 7 30.43%

Off Season 12 52.17%

Total 23 100%

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Interpretation

Covering all outlets depends on total no. of outlet and distance between the outlets and sometime

on outletowners. Similarly peak season(17%) , festive season(31%) affect MDs time spendings

on a outlet. So PJP plan either 2X or 3X shoud be prepared considering above factors.

10) Are you overburden (in visiting more outlets ) ?

OptionNo. of

correspondent %

Highly 5 21.73%

Moderate 12 52.17%No

Problem 6 26.08%

Total 23 100%

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Interpretation

More than 50% MDs are suffering from existing PJP plan and in lack of time their output areunremarkable even being all over the day in the market

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11) Do you feel need of new PJP plan or do you think existing PJP plan reduce your

efficiency ?

OptionNo. of

correspondent %

Yes 17 73.91%

No 6 26.08%

Total 23 100%

Interpretation

73% MDs are with change in existing journey plan because they believe that existing journey

plan make them inefficient so they are supporting a new journey plan.

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VIJAY DISTRIBUTION

Covered by Mr.Sanjay Kumar

outlettype non red Red Total

Area g/d Sagamkuwa 15 9 17 41citychowk 14 7 17 38begumpr 23 2 5 30

Total 52 18 + 39 = 57 109

71

OutletType

NonRed/Bronz

eGold/Dim

ond SilverAgamkuwa 15 9 17CityChowk 14 7 17Begumpur 23 2 5


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MEGHA DISTRIBUTION

Covered by Mr. Premdeep Kumar

outlet typeNon red

RedTotal

Area G/D S

Khjekalla 8 11 14 33Pachimdarwaza 12 4 19 35

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Chowkshikar

pur 11 9 13 33Total 31 24 + 46 = 70 101

OutletType

NonRed/Bronze

Gold/Dimond Silver

Khjekalla 8 11 14Pachimdarwaza 12 4 19Chowkshikarpur 11 9 13

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MEGHA DISTRIBUTION

Covered by Mr. Vinod Kumar

outlettype Non red Red Total

Area G/D SMaharajGanj 24 4 6 34

Gay Ghat 27 3 4 34SardarGali 24 6 13 43

Total 75 13 + 23 = 36 111

OutletType

NonRed/Bronze

Gold/Dimond Silver

MaharajGanj 24 4 6

Gay Ghat 27 3 4SardarGali 24 6 13

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Details of Time consumed in visiting an outlet (Daily Basis) .

Working hours in a day = 9:30 5:30

= 8 hours (480 minutes)

Approx. lunch time = 35 minutes

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Remaining time = 480-35 = 445 minutes

Average time taken in visiting 35 outlets (because of 3x plan)= 445/35=12 to 13 min.

But as per standard time taken in

Dimond outlet = 15 min.

Gold outlet = 15 min.

Silver outlet = 10 min.

Bronze outlet = 5 min.

Non Red outlet = 5 min.

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CHAPTER-5

FINDINGS

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FINDINGS FROM THE DATA MENTIONED ABOVE

On an average an MD should spent not more than 13 minutes.

Under Vijay Distribution total outlets is 109. It means 39 outlets are extra which require a place

for new MD .

Under Megha Distribution total no. of outlets are 222 . It means that there is 72 are extra which

also arise a place for a new MD .

Distribution of no. of outlets according to there class can be made in this way:

In Dimond/Gold - 1 to 18 outlet can be put easily.

In Silver - 4 to 25 outlet can be put easily.

In Non Red/Bronze - 5 to 27 outlet can be put easily.

SIGNIFICANCE OF THE STUDY

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

effect on consumer value and satisfaction.

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

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

Effective MDPJP is directly deals with the interaction (consumption of coke) of

more people by covering more outlets.

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CHAPTER-6

LIMITATIONS

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LIMITATIONS

In spite of all efforts have been taken to make the project as accurate as possible but this project

suffers from the following limitations:

The time period of study was only for one and half month so it was challenging to cover

all the areas and go into the depth of the problem and make analysis.

The area of survey was only in two distribution point with 4 to 6 MDs while there areabout 23 MDs and ---- distribution area.

It was peak season (Mid Summer) when project has been conducted so MD were less

supportive due to there workload.

As the data included is secondary in nature, authentication of the data is major concern.

The next difficulty was the facts and figures had change due to change in distribution

area , thus it could affect the recommendation and conclusion part.

There can also be the limitation as the sample size which is on the basis of 321 outlets.

We can not get the truthful result about the distribution channel of any organization that

is major limitation.

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CHAPTER-7

RECOMMENDATIONS

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Recommendation

Company should make plans for better performance to the sales man.

Company must have correct feedback from the retailers on the performance of MDs. This

can improve their accountability and efficiency.

MDs must be instructed well about each and every schemes and new product if any.

MDs should carry aggressive approach to maintain purity in the SGA.

There should be facility of remuneration for MDs commensurate with their performance

to motivate them.

Gate meeting works effectively so it must be carry in future.

Disfunctioning of SGA (sales generating assets) are major reason of dissatisfaction

among retailers so it need periodical maintenance. It ease the work of MDs.

The company executives should make visit at retail shops on regular basis.

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CHAPTER-8

CONCLUSION

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Conclusion

In peak season MDs were insufficient to make supply of all flavors in all outlets.

Under 2x PJP MDs were overburdened due to visiting more outlets.

MDs were to unable to approach the retailers by time which create dissatisfaction among

retailers.

In Patna region Coca-Cola is the leading soft drink brand and ThumsUp, sprite , Maaza

are the leading flavor.

The sales and distribution network of Coca-Cola is almost flawless and very strong.

Building healthy relationship with the outlet holders by availing them better services and

schemes.

Maintaining the good relationship with the distributors are very important for the

company.

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BIBILOGRAPHY

Reference:

Books Authors Publication Edition

Marketing Research : Naresh Malhotra Pearson Education 3rd

Marketing Management : Philip Kotler Pearson Education 13th

Research Methodology : C. R. Kothari New Age International 2nd

Websites :

www.quickmba.com/strategy

www.indiacom.com

www.yellowpages.com/india/coca-cola

www.coca-colaindia/aboutus/aboutus.aspx

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ANNEXURE

QUESTIONNAIRE

I am conducting market research study on Impact of effective MDPJP for

COCA-COLA . Please answer my questions I will highly obliged to you . Thank you

for your kind co-operation.

Name of outlet owner : .

Add 1 : ...

Add 2 : ...

Contact No. :

Questions asked to Outlets Owners who selling Coca-Cola products .

1) Do MD visit to your outlet on regular basis ?


owner %

ExcellentGood

Average

Below Avg.

Poor

TOTAL

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2) Do they spent adequate time at your outlets ?

Attribute

No. of outletsowner

%

Excellent

Good

Average

BelowAvg.Poor

TOTAL

3) Are you satisfy with MDs in handling the problems?

4) Do they able to avail coke flavours even in peak season?

5) Execution of all activation eement is done by

88


owner %

Always

Often

Occasionally

Rarely

Never

TOTAL

Attribute


Always

OftenOccasional

lyRarely

Never

TOTAL


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Attribute

No. of outlets

owner %MD

STLOther seniorpersonnel

TOTAL

Name of MD : ..

Distribution Area : ...

Contact No. :

Question asked to MDs of COCA COLA in PATNA.

1) Are you satisfy with your current PJP ?

Remarks


0 -20

20 - 40

40 - 60

60 - 8080 -100

Total

2) Do you have sufficient time to visit the outlets ?

Option No. of %

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correspondent

VeryMuch

Sufficient

Less

Poor

3) How many outlets you visit in a day ?

No. ofoutlets


1o - 1515 - 20

20 - 25

25 - 30

Total

4) Do you easily cover all these outlets ?

OptionNo. of

correspondent %

Peak SeasonFestiveSeason

Off Season

Total

5) Are you overburden (in visiting more outlets ) ?

OptionNo. of

correspondent %

HighlyModerate

NoProblem

Total

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6) Do you feel need of new PJP plan or do you think exting PJP plan reduce your

efficiency?

OptionNo. of

correspondent %

Yes

No

Total

Documents

MDPJP COCA COLA PROJECT