Red Concept of Market Coca

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Study on RED concept and market availability and

purity of Coca-Cola company products inNAJIBABAD city

AtTraining Institute

Submitted in partial fulfillment of the requirement of the degreeof

BACHELORS OF BUSINESS ADMINISTRATIONAffiliated from

H.N.B. Garhwal University, Srinagar

Submitted by-

Rahul Kumar

Marketing

2010--2013

Approved Approved

Mr.HarshArora Mrs. DebolinaHazarika

DEPARTMENT OF MANAGEMENT

INSTITUTE OF TECHNOLOGY & MANAGEMENT

DEHRADUN


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ACKNOWLEDGEMENT

At the very outset, I would like to acknowledge withimmense gratitude the support and guidance of some peoplewithout whom the project could not have been completed. Alsothanks to them, I learnt a lot more additional things than that justrestricted to my project.

First of all I would like to thank my project guide Mr. Harsh

Arora (Designation) for his support and patience with medespite him being hard pressed for time.

I am thankful to (companys profile) for providing me with

the wonderful opportunity and allowing me to take this study.

Also I would like to thank the faculty guide of my college

(facultys name) who guided me in my project.

I would also like to thank (other members of your traininginstitute who helped you out in completion of your projectreport.)

Last but not the least I would like to thank my parents whohave always showed their full faith in me, and are the biggest

source of my encouragement and guidance.

Students nameRahul kumar


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CANDIDATES DECLARATION

I hereby declare that the work for the project Report entitledStudy on RED Concept and market survey on availabilityandpurity of coca-colaproducts is completely done by me, based on

my own work conducted in training institute for the partialfulfillment of my Bachelors of Business Administration.Admittedly I have received suggestions and guidance from myguides.

(Signature)Rahul kumar

BBA

(2010-2013)

PREFACE


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The summer training programs are designed to give the practical

knowledge of corporate world. Training is usually meant for such

vocations where advanced theoretical knowledge is to be backed up by

practical experience on the job and it is because of this reason that

summer training programs are designed. So, that the future manager

becomes ready to take the future responsibilities.

I also have been privileged enough to join Coca Cola- one of the biggest

brand in beverages in the world.I have achieved a lot of experience and confidence over the past eight

weeks which will help me to take the future responsibility on my

shoulder.

During this period, I was asked to find out the Execution mapping in

Red-outlet of coca cola. In the training program I had tried my level

best to arrange the work in systematic and chronological way.

This Endeavour shall provide the coca cola marketing department, an

idea about market condition. Therefore, it is hoped with all sincerity that

this work shall be of definite use to the organization.


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HCCBPL HCCBPL

INDEX

CHAPTER 1-Rational of the study

CHAPTER 2- RED (Right Execution Daily)

Objective of studyScope of studySignificance of the studyMy role in project RED

CHAPTER-3 Company ProfilesConclusionFindings

FactsSuggestionsHistory of Coca colaCoca-Cola in India

CHAPTER-4Industrial Profile

Soft drink Industry In India

Coca-Cola in IndiaVision of coke in IndiaMission of coke in India

CHAPTER-5Product Profile


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Different brands of the CompanyBrand Tagline

Brand Ambassadors Detail of Brands

CHAPTER -6 Competitive Areas

Competitive area among Coke & PepsiAdvertising

Brand ambassadors & TV CommercialsPromotion by the company

CHAPTER -7Marketing Departments

Marketing departmentDistribution NetworkSales promotion techniques of the company

Criteria for providing free chilling equipmentS.G.A providing company

CHAPTER-8Methodology

Research methodologyPGP PlanPre Sale Concept

CHAPTER -9

SWOT analysisPush & Pull Strategy


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CHAPTER -1

RED CONCEPT

RED stands for Right Execution Daily. It is a survey method for

the company to know their position in the market.

ABOUT RED

To check the availability of the visi cooler provided by the

company to the retail outlets for their products.

To check the activation in various outlets.

To check the branding order of the various products in the

cooler.


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Survey has done in the four topics-

Impurity

Brand Order

Availability

Activation

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.


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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-

Coca cola

Thumps up

Sprite

Limca

Fanta

Maaza

Kinley

Pet & Juice


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AVAILABILTY

Availability is done according the type of outlet. There are four

type of outlet mentioned below. According to this market

developer has to ensure the availability of the products in the

particular outlet.

ACTIVATION

Activation is important because it helps to boost the sales of the

company. it is done through the Glow sign, 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.


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Activation Elements

Market developer must ensure that all these activation elements

must available at all the outlets. Detail of activation elements

must available at GROCERY STORES:

1.WARM DISPLAY RACK

2.SHELF DISPLAY


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SHELF DISPLAY


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DISPLAY OF RACK VISI COOLER

OPTIONAL ELEMENTS:-

1.STANDEE

2.SIX MOBILE HANGER

3.VISI COOLER BRAND STRIP

4.WARM DISPLAY RACK

5.TABLE TOP RACK

6.TENT CARD

TYPES OF OUTLETS


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The company has divided their outlets on the basis of the following

criteria-

Volume

Channel

Income group

1. VOLUME

There are four types of outlets according to the volume of sales of the

outlet-

Diamond - 800>C/s & above per year

Gold - 500-799C/s per year

Silver - 200-499C/s per year

Bronze -


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2. CHANNEL

(A) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses

household items. The channels provide an opportunity for penetration as

it propels home consumption.

It includes all kirana stores, juice, departmental stores, supermarkets,

provision stores etc.

Necessary Availability - 2 liter and 300ml

(B) EATING & DRINKING CHANNEL 1

Eating and Drinking Channel: Outlets range from the high-end

restaurants to the smaller dhabas. These outlets offer multiple

opportunities to effect sales as people usually order something to drink

along with food. It includes

- Restaurants

- Bars and Pubs

- Dhabas

- Cafes


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(C) EATING & DRINKING CHANNEL2

It includes bakery, sweet shops, tea shops, soft drink shops and juice

centre.

(D) CONVENIENCE CHANNEL

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI

outlets that stock cigarettes, mint, confectionary. It covers STD/ISD

phone booths, travel channel etc. Small outlets that mainly sell 200ml or

300ml bottles. They may also sell 600ml.

3. INCOME GROUP

According to the income group of the area-

Low- Those outlets where low income customer comes.

Medium- Those outlets where medium income customer comes.

High- Those outlets where high income customer come


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1. RATIONAL OF THE STUDY

Sales and distribution is an integral part of marketing. Here, Coca Cola

the leading brand in soft drinks worldwide. Coke has maintained its

brand image with high precision. The marketing strategy of Coke is very

stringent than others. The main features in their marketing by their

offerings and its sales and distribution.

Its my gratitude to work with Coca Cola company specially in

marketing department. I have been placed their in sales and distribution

department for my internship. The research work was not so easy as

Coca Cola is very strict in their marketing policy.

In the beginning the main reason for conducting this study was to know

the proper allocation of distribution to the suppliers and also to know

about the products sales.

Further, it is to understand the availability of the product and to check

out that there is the proper advertising of the product and also to know

the working condition of the visi cooler provided by the company.


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Also to know the various scheme provided by the Coca Cola is really

applied in the market or not. And to compare the schemes with Pepsi

products.

The study is done to understand the problem of the retailers, and

understanding the pre-sale concept.

Thus, these were the main reasons for conducting this study.


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CHAPTER -2

2. RED (RIGHT EXECUTION DAILY)

OBJECTIVES OF STUDY

The main objective of this RED project is to increase the sales of

The company.

To advertise the various products of the company.

To find out the present sales status of Thumps Up, Coke, Sprite,

Limca, Fanta,

Maaza at the retail outlets in the area..

To collect data from retailers for the activation of new channels

of distribution.

To study the pre-sale concept of the coke.

To ensure the availability and visibility of the product.

To analyze the effect of scheme


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SCOPE OF THE STUDY

By this study company can know its growth.

This study helps the company to know their actual position in the

market.

RED helps to find out the promotion activities of the company and

help to make relevant changes according to their rivalry company.

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

The study helps to fond out the problem of the counter and to find

out the requirement for more sales.

RED helps to maintain the outlets in a well designed way to attract

the consumers.

SIGNIFICANCE OF THE STUDY

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

effect on consumer value and satisfaction.

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

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

This project directly deals with the interaction of different kind ofpeople.


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MY ROLE IN PROJECT RED

IMPLEMENTATIONFirst and foremost task for me was to

implement the project in the given area with the support of MDs

(MARKET DEVELOPER). Various norms for different outlets had been

fixed but their implementation was very important. Different areas were

assigned to me in which I implemented RED and these areas are furthervisited by various higher officials of the organization.

I measured the performance of sales team and distributors (under

RED) in outlets with respect to all parameters of execution.

I did scoring on the scoring sheet.

The scoring sheet was provided on the basis of which scoring can be

done. Scoring is done out of 100 marks and they have been

further divided in 3 components

1. VISI COOLER - 30 points

2. AVAILABILTY - 50 points

3. ACTIVATION20 points


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MARKET AUDITING (TRACKING

PERFORMANCE)Tracking performance of the MD of

corresponding area was also my responsibility. I had to score him on

fixed norms (RED SCORING SHEET) and also give the feedback on his

performance.

FINDING LOOPHOLESFinding loopholes in the system like

absence of co-ordination between MDs and SALES TEAM and report

to higher officials (Mr. Harsh Arora)

BRAND CONTACT- I had to interact regularly with shopkeepers to

know their problem and try to solve them. If I could solve them then I

reported them to my company guide, else he suggested me thealternatives, and I also took out the orders from retail outlets and to

check out the activation.

AVAILABILTY - I also need to give company weekly availability

report of various

brands.


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CHAPTER - 3COMPANY PROFILES

FINDINGS

According to the demand of outlet owners, delivery of products

are not made available in the outlets.

Efficient brands of cocacola are not available in outlets.

Sales people and delivery persons do not visit the outlets on a

regular basis.

Advertisement materials are not available in the right time at the

rightplace i.e. Different Channels like Grocery, Convenience,

E&D.

Many outlet owners have complains on improperly working

visicooleri.e. its cooling Capacity is low or its lights are not

working.

Improper management is seen as No mechanics visit the outlets

despite of Complaints issued by outlet owners.

Visicoolers are not placed at their Prime locations in many outlets


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Many outlet owners express deep in satisfaction towards coca-cola

as they do not get any Prize or Cash discount as they receive from

other b companies.

FACTS

The most popular flavor is Thumsup in the whole market.

Coca-Cola is the market leader and Pepsi is the market challenger.

Thumsup has the highest sales from the Coca colas side and from

the Pepsis side mountain Dew has the highest sales.

Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes then Cocacola.

Sprite has the fastest grownup brand in the clear lime segment in

the recent years.

In the off season when the sale is reduced retailers want more

schemes.

Minute maid has not getting good response from the market.


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CONCLUSION

RED is a worldwide project of COCA COLA Company. This project

is playing a very important role for the company. With the help of

this project, sale of the company has been increased. Because in

this project there is one market developer who has to ensure that

Visicooler must be on prime location, all brands must be available,

all brands must be displayed in brand order i.e. COLOJK. All the

activation elements like warm display rack, table top rack,

standees etc must be available at all outlets come under RED. All

these elements help the company in increasing the sales because

JO DIKHTA VO BIKTA HAI

Definitely when

sales increase then profits also increases. With the help of this

project company has increased its sale in Kanpur region and also


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company can measure or check the performance of each retailers

working all over the world with COCA COLA COMPANY.

SUGESSTIONS

Delivery position should be maintained to get good return from the

market.

The company must try to make different brands of Coca-Cola

available at every retail outlet whether it is large or small,

otherwise the consumer may go for substitute.

Sales People and delivery persons should properly monitor the

market whether stocks are available and are properly utilized in the

market or not.

We can provide them beautiful display racks, tablemats, menu-

cards etc, containing the trademark and brand name of the

company.

Display material should be provided to the retailers on more

regular basis to increase the sales level.

Maintenance work of refrigerator; i.e. purity must be improved.

The company should take steps to replace damaged or unsellable

Coca-Cola goods frequently from the retailers.


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The Company employees should make direct contact with the

consumers, so that they may aware with real situation of the

market and consumers attitude towards the product. For this they

can arrange awareness camps in different locations.

At every petrol-pump we should install Fountain Machine. It will

be helpful in generating impulse purchase and also as awareness

about the products of the company among the consumers.

HISTORY OF COCA-COLA

The world has changed in many ways since pharmacist; John Smyth

Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. The name and the product mean so many things to hundreds

ofMillions of consumers around the globe. Coca-Colaproducts are

served more than 705 million times every day, quenching the thirsts of

consumers in more than 195 countries in every climate. That's a long

way to come after such a modest beginning...

May

1886

- Pemberton concocted caramel-colored syrup in a three-legged

brass kettle in his backyard. He first "distributed" the new

product by carrying Coca-Cola in a jug down the street to Jacobs

Pharmacy. For five cents, consumers could enjoy a glass of

Coca-Cola at the soda fountain. Whether by design or accident,

carbonated water was teamed with the new syrup, producing a


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drink that was proclaimed "Delicious and Refreshing." Dr.

Pemberton's partner and bookkeeper, Frank M. Robinson,

suggested the name and penned, in the unique flowing script that

is famous worldwide today, "

1886 - Sales of Coca-Cola averaged nine drinks per day. That first year,

Dr. Pemberton sold 25 gallons of syrup, shipped in bright red

wooden kegs. Red has been a distinctive color associated with

the No. 1 soft drink brand ever since.

1891 - Atlanta entrepreneur Mr. Candler had acquired complete

ownership of the Coca-Cola business for $2,300. Pemberton was

forced to sell because he was in a state of poor health and was in

debt. Within four years, Candler's merchandising flair helped

expand consumption of Coca-Cola to every state and territory.

1893 - In January "Coca-Cola" was registered in the U.S. Patent office.

1917 - 3 Million Coke's sold per day. "COCA-COLA" is the worlds

most recognizedtrademark.

1919 - The Coca-Cola Company was sold a group of investors for $25

million.

1923 - The Coca-Cola Company was sold after the Prohibition Era to

Ernest Woodruff for 25 million dollars. He gave Coca-Cola to

his son, Robert Woodruff, who would be president for six

decades.


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Woodruff's leadership took the business to unrivaled heights of

commercial success, making Coca-Cola an institution the world over.

During the Woodruff era, Mr. Woodruff made a promise to the armed

forces of the United States to supply Coca-Cola to every serviceperson.

He said that costs and location did not matter; he supplied 5 billion

bottles to the service.

1925 - 6 Million Coke's sold per day.

1927 - The first Coca-Cola radio advertisement.

1928 - Sales of bottled Coca-Cola surpassed fountain sales for the first

time.

1943 On June 29, an urgent cablegram arrived from General Dwight

Eisenhower's Allied Headquarters in North Africa, requesting 10Coca-Cola bottling plants to serve American servicemen

overseas. Eventually, 64 plants were set up duringWWII.

1950 - Advertising on the television began. Currently Coca-Cola is

advertised on over five hundred TV channels around the world.

1961 - Sprite was introduced.

1971 - The song "I'd like to Buy the World a Coke"was released.

1978 - The two liter bottle was introduced, and during that same year

the company also introduced plastic bottles


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1982 - Diet Coke was introduced in July.

1985 -The Coca-Cola Company made what has been known as one of

the biggest marketing blunder. They stumbled into a newformula in efforts to produce diet Coke. They put forth 4 million

dollars of research to come up with the new formula.

The new formula was a sweeter variation with less tang, it was also

slightly smoother. The factor that influenced the change was that Coke's

market share fell 2.5 percent in four years. Each percentage point lost or

gain meant 200 million dollars. This was the first flavor change since

the existence of the Coca-Cola company. The change was announced

April 23, 1985 at the Vivian Beaumont Theater at the LincolnCenter.

Some two hundred TV and newspaper reporters attended this very

glitzy announcement.

The change to the world's best selling soft drink was heard by 81

percent of the United States population within twenty-four hours of the

announcement. Within a week of the change, one thousand calls a day

were flooding the company's eight hundred number. Most of the callers

were shocked and/or outraged, many said that they were considering

switching to Pepsi. Within six weeks, the eight hundred number was

being jammed by six thousand calls a day. The company also fielded

over forty thousand letters, which were all answered and each person


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got a coupon for the new Coke. Many American consumers of Coca-

Cola asked if they would have the final say. When Pepsi heard that the

Coca-Cola company was changing its secret formula they said that it

was a decision that Pepsi tastes better. Roger Enrico, the president and

CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S.

to declare the victory.

1985 - -July 10, eighty-seven days after the new Coke was introduced,

the old Coke was brought back in addition to the new one. This

was greatly due to dropping market share and consumer protest.

The market share fell from a high of 15 percent to a low of 1.4

percent. This was said to be a classic marketing retreat. Coca-

Cola executives admitted that they had goofed by taking the old

Coke off the market. The Coca-Cola company's eight hundred

number received eighteen thousand calls of gratitude. The

comeback of old Coke drove stock prices to the highest level in

twelve years. This was said to be the only way to regain the lead

on the cola wars.

1993 - Coca-Cola exceeds 10 Billion cases sold worldwide.

1996 - The Summer Olympics will be held in Atlanta, Georgia, the

home of Coca-Cola. For more than 65 years, Coca-Cola has been

a sponsor of the Olympics.


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CSR (COMPANY SOCIAL RESPONSBILITY)

One great earmark that the Coca-Cola Company has is helping the

people of Atlanta. They accomplish this through scholarships, hotlines,

donations and contributions.

Another large accomplishment that the Coca-Cola has is being the first

company to make and use recycled plastic bottles.

JOHN PEMBERTON


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COKE IN INDIA

Despite the formidable track of its parent $18 billion giant in Atlanta

USA.Coke India record 1800 crore soft drink makers is prominent.Coca

cola entered in India market after 16 years from Hathras Dec

1993.Cocacola became the undisputed leader of the Indian soft drink

market because of their acquiring rights of Ramesh Chauhan aerated

Parle drinks with one stroke of pen and a bill of 140 crore, coke picked

by five brands Thums up, limca, Gold spot, Citra, Maaza with acombined rate of 65% with Thumsup alone accounting for 56% then 650

crore segment.

BENCHMARK

Coca-Cola ranks no.1 brand in the world by the business world

survey followed by companies like Microsoft and IBM.

Coca-Cola is the market leader in the whole world in beverage

industry.

Business week magazine ranks Coca-Cola on 4th

position in Indian

FMCG industry.Coca-Cola enjoys approx 60% market share in Indian beverage

industry.


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CHAPTER -4

INDUSTRIAL PROFILE

SOFT DRINKS INDUSTRY IN INDIA

Since the early 1990s Coca-Cola Corporation and PepsiCo have been

combating on what is known as the Beverage Battlefield in India.

Today India is one of the most sought after countries for foreign

investments because of their continually growing market opportunities.

BEVERAGE

Alcoholic Non-Alcoholic

Carbonated Non-

Cola Non-Cola Non-Cola


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However during Coca-Cola and Pepsis attempts to broaden their global

consumer bases both companies encountered several obstructions on

their pursuits of conquering the Indian soft drink market.

INTIAL DIFFICULTIES

From a historical standpoint, Coca-Cola and Pepsi were facing

obstructions even before entering the market in the late 1980s. Coca-

Colas past venture in India had ended on bad terms with the Indian

government when they refused to offer up their trade secrets. During the

absence of foreign investment in the soft drink industry in India a local

company, Parle, became the market leader. Parle invested a great deal

into their leading brand, Thums Up, and played a dominant role in the

soft drink industry until the liberalization of the Indian economy in

1991. After this time many of the political and legal obstacles facing

Coca-Cola and Pepsi were lessened.


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POLITICAL CHALLENGES

Other political challenges hindered the success of Coca-Cola and

Pepsi in India as well. In 2003, when the United States and Britain

invaded Iraq, the All-India Anti-Imperialist Forum called a boycott on

goods from America and India. Indians protested American companies

for the war and specifically targeted Coca-Cola and Pepsi products.

While the war was beyond control for these two companies,

management perhaps couldve done more to not only attempt to predict

the backlash from Indian consumers due to the war, but also couldve

created advertisement campaigns to address the situation.

While political and legal factors produced problems for Coca-Cola and

Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that

situation from happening. Both companies heavily participated in the

cultural festival of Navratri in western India to promote their products

and create brand awareness in a culturally traditional setting. The

companies also produced television and print advertisements that linked

important Indian themes to their products by building a connect using


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the relevant local idioms Coca-Cola and Pepsi both utilized popular

Indian sporting events, athletes, and celebrities to endorse their products.

Both companies couldve made the mistake of using American

celebrities or already made American commercials to advertise their

products in India, but instead made the right move by making

advertisements to specifically target their foreign market.

PRICING POLICY FOR INDIAN MARKET

Coca-Cola and Pepsi also made the right moves by adapting to

cultural barriers in India. One such barrier was the affordability of

products for Indians. Because India is a country where people are known

to live on very little a day, the idea of getting people to spend what little

they have on a soft drink could be quite a stretch. However Coca-Cola

India went with an aggressive pricing policy and reduced the price of

their soft drinks in 2003 from 15% to 25% nationwide. To compete

competitively in the market, Pepsi reduced their prices as well. This

move allowed both companies to offer products that were affordable to


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the target market in India but also encouraged more Indians to consume

Pepsi and Coca-Cola products.

Both companies also created smaller sized bottles to allow for

lower prices for Indian consumers. Coca-Cola and Pepsi created bottles

ranging in size from 200 ml to 500 ml to adapt to cultural needs and

increase their sales. By offering smaller sized bottles many consumers

also increased the frequency in which they were purchasing the soft

drinks.

COCACOLA IN INDIA

Coca-Cola was the leading soft drink brand in India until 1977 when it

left rather than reveals its formula to the government and reduces its

equity stake as required under the Foreign Exchange Regulation Act

(FERA) which governed the operations of foreign companies in India.

After a 16-year absence, Coca-Cola returned to India in 1993, cementing

its presencewith a deal that gave Coca-Cola ownership of the nation's

top soft-drink brands and bottling network. Cokes acquisition of local


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popular Indian brands including Thumps Up (the most trusted brand in

India21), Limca, Maaza, Citra and Gold Spot provided not only physical

manufacturing, bottling, and distribution assets but also strong consumer

preference. Thiscombination of local and global brands enabled Coca-

Cola to exploit the benefits of global branding and global trends in tastes

while also tapping into traditional domestic markets.

Leading Indian brands joined the Company's international family of

brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the

Schweppes product range. In 2000, the company launched the Kinley

water brand and in 2001, Shock energy drink and the powdered

concentrate Sunfill hit the market.

From 1993 to 2003, Coca-Cola invested more than US$1 billion in

India, making it one of the countrys top international investors.22 By

2003, Coca-Cola India had won the prestigious Woodruff Cup from

among 22 divisions of the Company based on three broad parameters of

volume, profitability, and quality. Coca-Cola India achieved 39%

volume growth in 2002 while the industry grew 23% nationally and the


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Company reached breakevenprofitability in the region for the first

time.23 Encouraged by its 2002 performance,

Coca-Cola India announced plans to double its capacity at an investment

of $125 million (Rs. 750 crore) between September 2002 and March

2003.

Coca-Cola India produced its beverages with 7,000 local employees at

its twenty-seven wholly-owned bottling operations supplemented by

seventeen franchisee-owned bottling operations and a network of

twenty-nine contract-packers to manufacture a range of products for the

company. The complete manufacturing process had a documented

quality control andassurance program including over 400 tests

performed throughout the process.

The complexity of the consumer soft drink market demanded a

distribution process to support 700,000 retail outlets serviced by a fleet

that includes 10-ton trucks, open-bay three wheelers, and trademarked

tricycles and pushcarts that were used to navigate the narrow alleyways

of the cities.25 In addition to its own employees, Coke indirectly created


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employment for another 125,000 Indians through its procurement,

supply, and distributionnetworks.

COCA-COLA: VISION

VISION FOR SUSTAINABLE GROWTH

PROFIT: Maximizing return to shareowners while being

mindful of our overall responsibilities.

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 beverage

brands that anticipate and satisfy peoples Desires and needs.

PARTNERS: Nurturing a winning network of partners and

building mutual loyalty.

PLANET: Being a responsible global citizen that makes a

difference.


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COCA-COLA: MISSION

Create consumer products services and communications customers

service and bottling system strategy process and tools in order to create

competitive advantage and deliver superior value to-Consumers as a

superior beverage experience.

Consumers as an opportunity to grow profit through the use of

finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and

value added

Suppliers as an opportunity to make reasonable when creating real

value added in environment of system wide teamwork, flexible

business system and continuous improvement.

Indian society in form of contribution to economic and social

development.


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CHAPTER - 5

Coke Brands in Indian Origin

COCA-COLA:

Developed in a brass pot in 1886, Coca-Cola is the

most recognized and admired trademark around the

globe. Not to mention the best selling soft drink in the wor

SPRITE:

In 1961, a citrus-flavored drink made its U.S. debut,

using "Sprite Boy" as inspiration forits name. This elf

with silver hair and a big smile was used in 1940s

advertisingforCoca-Cola. Sprite is now the fastest growing major soft

drink in the U.S.,and the world's most popular lemon-lime soft drink.

The name "Fanta" was first registered as a trademark in Germany in

1941, when it was used for a few years for a soft drink created from

available materials and flavors. The name was then revived in 1955 in
http://www.coca-colaindia.com/brands/brands_coca_chttp://www.coca-colaindia.com/brands/brands_coca_c


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Naples, Italy, when it was used for the "Fanta" orange drink we know

today. It is now the trademark name fora line of flavored drinks sold

around the world.

DIET COKE:

The extension of the Coca-Cola name began in 1982

with the introduction of diet Coke (also called Coca-

Cola light in some countries). Diet coke quickly

became the number- one selling low-calorie soft drink in the world.

LIMCA:

This is thirst-quenching beverage features a fresh and

light lemon-lime taste and a lighthearted attitude. The

Limca brand was introduced in 1971 and acquired by

the Coca-Cola Company in 1993.

MAAZA:Maaza, launched in 1984 and acquired by

The Coca-Cola Company in 1993, is a non


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carbonatedmango soft drink with a rich, juicy m natural mango taste.

Thumps Up:

In 1993, The Coca-Cola Company acquired this brand, which

was originally introduced in 1977. Its strong and fizzy taste

makes it unique carbonated Indian Cola.

KINLEY WATER:

This is thirst-quenching beverage features fresh the

fresh water with the saturated oxygen level.

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added

flavor .This is a family drink.

Competitor: Tropicana


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BRANDS TAGLINE

Thumps up - Taste the thunder

Coca-Cola - Open happiness

Sprite - Seedhibaat no bakwaas, clear hai

Limca - Fresh ho jao

Fanta - Go bite

Maaza - Binaguthliwalaaam

BRAND AMBASSDORS

Thumsup -Akshay Kumar

Coca cola -Aamir Khan

Sprite -Shahrukh Khan

Fanta -GeneliaDsouza

Limca -RiyaSen


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CHAPTER -6COMPETETIVE AREA

Competitive area Between Coke & Pepsi

Coca-Cola India Pvt. Ltd maintained its leading position in soft drinks in

India, followed by PepsiCo India Holdings Pvt. Ltd in 2010. Whilst the

retail volume shares of Coca-Cola India and PepsiCo India slipped in

2010, as a result of the growing health concerns caused by the aftermath

of the pesticides controversy, both maintained a comfortable lead over

the other manufacturers. Parle,Bisleri Ltd has steadily gained shares

from the carbonates giants over the review period, to emerge as the third

ranked company in 2010. The battleground for beverages has moved

from carbonates to bottled water and fruit/vegetable juice, with

manufacturers turning their attention towards these healthier beverages,

as consumer interest continues to surge forward. A number of new


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players have entered fruit/vegetable juice and bottled water, vying for a

slice of the growing pie.

While cricket had always been the most popular sport in

India, with new technology coming into cricket from coverage to sports

gear to day/night versions of the game, it was set to acquire the status of

a religion in the sub-continent. Pepsi picked up the opportunity early on

by not only contracting the rights to all Tests and One Day Internationals

(ODIs) played in India, but also signing up top performers early such as

Sachin Tendulkar and Rahul Dravid and creating some very cutting edge

and memorable advertising campaigns with them.

The distribution network of Coca cola had 6.5 lakh outlets across the

country , which the company is planning to increase to 8 lakhs . On the

other hand Pepsi Co's distribution network had 6 lakh outlets across the

country which it is planning to increase to 7.5 Lakh . ADVERTISING

Advertising is a non promotion of goods & services by sponsor who can

identified and who has paid for his communication. Their purpose of


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advertisement is to sell something goods or services,idea ,person or

place.

BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)

Bollywood rising stars Asin (left) for

PepsicosMirinda,GeneliaDsouza (Right) forcocacolas Fanta


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Tennis star SaniaMirza for Sprite


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Bollywood star Aamir Khan for Coke


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Bollywood star Akshaykumar for Thums up


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Sprite seedhibaat TV add


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Limca fresh ho jao TV add


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Minute maid pulpy orange TV add


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Bollywood superstar Shahrukh Khan

new Brand Ambassador of Sprite


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PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

Lucky Coupon Dinner with kings XI Punjab


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Sprite kholegatohbolega 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.


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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

KholegaTohMilega digital initiative in association with KKR and

Nokia.In the offer consumers just need to drink Sprite and look out for a

unique 9 digit code under the crown and SMS the code. Lucky

consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan

and members of the KKR team. In addition, consumers also get a chance

to win a Nokia mobile phone every hour. The entire initiative was

applicable RGB and also on all PET packs of Sprite.

To create awareness about KholegaTohMilega digital initiative, the

company had launched a mass media campaign featuring Shahrukh

Khan, owner KKR, to be telecast on all the leading TV channels across

India.


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PROMOTION DURING OFF SEASON

Limca Launches Laptop Ki Barish Consumer Initiative

Coca-Cola India has announced the launch of its innovative Limca

Laptop Ki Barish consumer initiative nationally. As part of this unique

initiative a computer generated lucky draw would provide consumers a

chance to win HP Mini Laptop every hour for the next 45 days.


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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 litters PET bottles

of Limca. As part of the under the crown initiative consumers just need

to SMS LIMCA followed by a 9 digit unique code to 58558 from their

GSM / CDMA mobile phones.

The national initiative is designed to leverage the popularity of digital

media like mobile phones (Both GSM & CDMA & IVRS), internet and

laptops amongst soft drink consumers and would run from 1st August to

14th September, 2009


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CHAPTER -7

SEGMANTATION MODEL

Visi-cooler position, display & Brand Order Compliance


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Under RED market developer has to ensure that shopkeeper

must display all

Under RED market developer has to insure that shopkeeper must display

all products. Display may be in the form of Shelf Display, Table Top

Display etc. All products must be displayed in brand orderi.e.Thumsup,

Coke, Sprite, Limca, Fanta, Maaza, Minute Maid Pulpy Orange, Kinley

(mineral water & Soda water).


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RED SCORE TRACKING

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

tracking.Tracking will be done of the following Parameters:

1.Visi-cooler 35 points

2.Availability 40 points

3.Activation Elements 25 points

TOTAL 100 points

CHAIN FOLLOWED FROM MANUFACTURE TO

DISTRIBUTION

Manufacturing Plant,

Nazimabad U .P

Dehradun depot

Sales and Distribution

Operations

Distributors

Outlets

Outlets


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DISTRIBUTION NETWORK

HCCBPL has a wide and well-managed network of salesmen appointed

for taking up the responsibility of distribution of products to diverse

parts of the cities. The distribution channels are constructed in such a

way that the demand of customers is fulfilled at the right place and the

right time when they need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse ---

Distribution Warehouse --- Retail Stock --- Retail Shelf ---

Consumer

The customers of the Company are divided into different categories and

different routes, and every salesman is assigned to one particular route,

which is to be followed by him on a daily basis. A detailed and well-

organized distribution system contributes to the efficiency of the

salesmen. It also leads to low costs, higher sales and higher efficiency

thereby leading to higher profits to the firm.

DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY


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Coca-cola Company distributes their schemes according to area. Area or

place where soft drinks sold in a large manner, on those place company

gives good schemes to shopkeeper and retailer. Place like railway station

bus stand are consider in this category and place which have low selling

where company gives small schemes to the shopkeeper.

Criteria for providing free chilling equipment

An ice box is provided for the sale of 1-2 crates daily to theretailers.

For the sale of 5-6 crates daily a visi cooler of 4 crates is provided.

For the sale of 7-8 crates daily a visicooler of 7 crates is provided

by the company.

If the sale exceeds 9 crates daily then a visicooler of 9 crates or

deep fridge is provided by the company,

A STEPLIZER OF 1 KV to 5 KV is provided with the visi cooler &

chest cooler,

SALES PROMOTION

PUSH & PULL STRATEGY


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PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and

trade promotion money to induce intermediaries to carry, promote and

sell the product to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade

schemes to distributors, agency owners and retailers.

PULL STRATEGY: -

HCCBPL is also using Pull strategy in which they are using advertising

and promotion to persuade consumers to ask intermediaries for the

company brand product by this way HCCBPL inducing customer to

order it from shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks,

standees, mobile hangers and visicooler brand strips


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CHAPTER -8

RESEARCH METHADOLOGY

The research includes the study which was descriptive in nature.

Itbasicall aims about how coke schemes plays in the mind of

shopkeepers and the consumers.

The study includes two methods-

(a)PRIMARY

(b)SECONDARY

Primary includes the following ways-

Observation

Experiment

Survey

Here we include the primary method of survey

Research Instruments-

Questionnaire-A printed questionnaire was their to make the

survey.


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RED scoring sheet

Area of Survey-LAlbanglow, Mall Road, civil lines,

Rawatpur,govindnager ,Jajmau.

Sampling plan

Sampling unit - Owners of the retail outlets.

Sampling size- 250 outlets

Sampling procedure-Random sampling

Sampling method- Retailers survey

Project RED is a live project. It can broadly be classified in two stages,

which can be described as follows.

Initial Stage:-

This stage comprises of Product Knowledge and Process Knowledge.

The product knowledge means the knowledge of every product and

its variants offered by the company-

The Process Knowledge means the knowledge about the

distribution of the product and its variants from the sales depot to

the different retailers of the city.

The actual knowledge about the product and the process was attained

with the help of Route Riding.


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Route Riding means to visit different outlets on the commuting vehicle

(vehicle which carries coke product from depot to different outlets)

along with salesman. By the route riding it is very easy to grasp and

understand how the cola market actually works. Route riding elaborated

the factors influencing the cola market and provided the information

about the competitors strategies and schemes which they offer to the

retailers in order to gain advantage. Retailers grievances were best

know with the help of route riding through personal interaction. Also

with route riding any one can know about the sales status of an outlet ona daily basis.

Later stage:

This stage comprises of the serious implementation of the

project RED in the area of Rawatpur, lalbaglow, Ramadevi. To

ensure effective and fruitful implementation of the campaign,

market developers (M.D.) were appointed by the company. Market

Developers carried the responsibility to handle all the activities

under the R.E.D. campaign.

The first step involved in this stage was to select the outlets where the

campaign has to be implemented. The outlets are selected on the basis ofsome parameters like annual sale of the outlet, type of the outlet, space

available at the outlet etc.

PJP (permanent journey plan)


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(P.J.P. plan):.The P.J.P. plan is a day wise schedule of a market

developer which contains the names of the outlets to be visited by him

coming under the campaign R.E.D. where the project has to be

implemented.

After getting permanent journey plan the next step was to visit the

outlets for gaining initial information of every individual outlet as well

as market on a whole. The visit to all the outlets of that area helped in

revealing its market condition. Visiting the outlets clearly showed thepicture of the market situation prevalent in market.

PRE SALE CONCEPT

This is a new concept by the company. In this concept company takes

order one day before and then delivers the product to each route. So this

gives more time to market developer to assure RED.

This concept has so many advantages-

This gives more time to the market developer for the activation &

branding purpose.

By this company can easily implement the RED concept in better

way.


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Presale concept makes assure of more availability of the products

in the market.

This concept is easy in processing.

By this concept market developer can arrange the product in better

way.

The Company can display its products in proper way so that

customers can attract towards it.


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CHAPTER -9

SWOT ANALYSIS

1. STRENGTHS: -

DISTRIBUTION NETWORK: The Company has a strong

distribution network consisting of a number of efficient salesmen,

700,000 retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10-tonne trucks to

open-bay three wheelers that can navigate through narrow

alleyways of Indian cities and trademarked tricycles.

STRONG BRANDS: The Coca-Cola has been named the world's

top brand for a fourth consecutive year in a survey by consultancy

Interbrand. It was estimated that the Coca-Cola brand was worth

$70.45billion. People all over the world enjoy coca cola products

more than 1.3 billion times per day.


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COST OF OPERATIONS: The production, marketing and

distribution systems are very efficient due to forward planning and

maintenance of consistency of operations, which minimizes

wastage of both time and resources, leads to lowering of costs.

2: WEAKNESSES:

LOW EXPORT LEVELS: The brands produced by the company

are brands produced world wide thereby making the export levels

very low. In India, there exists a major controversy concerning

pesticides and other harmful chemicals in bottled products

including Coca-Cola .Therefore, people abroad, are apprehensive

about Coca-Cola products from India.

SMALL SCALE SECTOR RESERVATIONS LIMIT

ABILITY TO INVEST AND ACHIEVE ECONOMIES OF

SCALE:

The Companys operations are carried out on a small

scale and due to Government restrictions and red-tapism, the Company


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finds it very difficult to invest in technological advancements and

achieve economies of scale.

3: OPPORTUNITIES:

LARGE DOMESTIC MARKETS: Coca-Cola India claims a

60.1 per cent share of the soft drinks market; this includes a 42 per

cent share of the cola market. Other products account for 18.1 per

cent market share, chiefly led by Limca.

EXPORT POTENTIAL: The Company can come up with new

products, which are not manufactured abroad, like Maazaetc and

export them to foreign nations. It can come up with strategies to

eliminate apprehension from the minds of the people towards the

Coke products produced in India.

HIGHER INCOME AMONG PEOPLE: Development of India

as a whole has lead to an increase in the per capita income thereby

causing an increase in disposable income. The beverage industry

can take advantage of such a situation and enhance their sales.


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4: THREATS:

IMPORTS: As India is developing at a fast pace, the per capita

income has increased over the years .If consumers shift onto

imported beverages rather than have beverages manufactured

within the country, it could pose a threat to the Indian beverage

industry as a whole in turn affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India

is accompanied by a variety of regulations at each stage on the

consequence from production to consumption. Therefore, this can

limit the growth of the Company and pose problems.

SLOWDOWN IN RURAL DEMAND: Low per capita

disposable income, large number of daily wage earners, poor

roads; power problems; and inaccessibility to conventional

advertising media. All these problems might lead to a slowdown in

the demand for the companys products.


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CHANGING OF CONSUMERS PREFERENCE: The

Company should keep a eye on the changing preferences of the

consumers.

PUSH & PULL STRATEGY

PUSH STRATEGY:-

HCCBPL is using Push strategy in which they use its sales force and

trade promotion money to induce intermediaries to carry, promote and

sell the product to end users i.e. consumers.

For example-as HCCBPL is giving free pet bottles and other trade

schemes to distributors, agency owners and retailers.


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PULL STRATEGY:-

HCCBPL is also using Pull strategy in which they are using advertising

and promotion to persuade consumers to ask intermediaries for the

company brand product by this way HCCBPL inducing customer to

order it from shopkeeper.

For example-HCCBPL is using flanges, display racks, tier racks,

standees, mobile hangers and visicooler brand strips.


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Documents

Red Concept of Market Coca