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A
Research Report
On
ROUTE TO MAP CORRECTION
Submitted In Partial Fulfilment for the Requirements
For the Award of Master of Business Administration
UNDER THE GUIDANCE OF: SUBMITTED BY:
Mr. Vibhore Khandelwal Sukhvant Singh
(FACULTY) MBA. 4th SEM.
Lloyd Institute Of Management And Technology
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ACKNOWLEDGEMENT
Accomplishment of tasks and objective is achieved by guidance and
blessings of elders, teachers, nears and dears and of course by the grace of
Almighty. It is a great opportunity for me to register my acknowledgements to all
of them.
It has been a profound privilege for me to have an opportunity to work under
Mr. Vibhore Khandelwal, Faculty of Business Management.
I wish to acknowledge my deep sense of gratitude to all faculty of MBA
Department for accomplishment of this Research report as well as for every sphere
pertaining to successful occupation of this course.
Finally, I pay my regards to all, who directly or indirectly helped in collection,
compilation, editing and other related works for accomplishment of this
project study.
At last, I also thank the employees of COCO COLA for assisting me in the
timely completion of project.
Sukhvant Singh
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DECLARATION
I, Sukhvant Singh, do hereby declare that the summer internship project report
submitted by me for the partial fulfillment of requirement for the MBA ofLloyd
Institute of Management and TechnologyGreater Noida. This has not been
submitted to any other university/ institution for the reward of any degree/ diploma
certificate.
Sukhvant Singh
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CHAPTER 1:
INTRODUCTION
HISTORY OF THE COCA-COLA COMPANY
HISTORY OF BOTTLING
MISSION, VISION & VALUES
INDIA: OURHISTORY IN INDIA
RE-LAUNCH
INTRODUCTION
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Coke would rather be long term wiser, than being short term smarter
Abraham Ninan
Director External Affairs,
Coca-Cola, India.
COCA COLA ENTERPRISES INC
TYPE : PUBLIC (NYSE:CCE)
FOUNDED : 1926
HEAD QUARTER : ATLANTA, GEORGIA,
U.S.A.
CHIEF FINANCIAL OFFICER : WILLIAM W. DOUGLAS
INDUSTRY : BEVERAGES
REVENUE : $19.800 BILLIAN USD
OPERATING INCOME : $1.495 BILLIAN USD
NET INCOME : $1.143 BILLIAN USD
EMPLOYEES : 73,000 (APPROX
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Coca-Cola, the product that has given the world its best-known taste was born in
Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds
leading manufacturer, marketer and distributor of non-alcoholic
beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling
and canning operators, distributors, fountain retailers and fountain
wholesalers. 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.
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More than anything, that system is dedicated to people working long and hard to
sell the products manufactured by the Company.
This unique worldwide system has made The Coca-Cola Company the worlds
premier Soft-drink enterprise. From Boston to Beijing, from Montreal
to Moscow, Coca-Cola, more than any other consumer product, has
brought pleasure to thirsty consumers around the globe. For more than
115 years, Coca-Cola has created a special moment of pleasure for
hundreds of millions of people every day.
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 the Company 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.
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HISTORY OF THE COCA-COLA COMPANY
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year
1886 in Atlanta, Georgia when he concocted caramel-colored syrup in
a three-legged brass kettle in his backyard. He first distributed the
product by carrying it in a jug down the street to Jacobs Pharmacy
and customers bought the drink for five cents at the soda fountain.
Carbonated water was teamed with the new syrup, whether by
accident or otherwise, producing a drink that was proclaimed
delicious and refreshing, a theme that continues to echo today
wherever Coca-Cola is enjoyed.
Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name
and penned Coca-Cola in the unique flowing script that is famous
worldwide even today. He suggested that the two Cs would look well
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in advertising. The first newspaper ad for Coca-Cola soon appeared
in The Atlanta Journal, inviting thirsty citizens to try the new and
popular soda fountain drink. Hand-painted oil cloth signs reading
Coca-Cola appeared on store awnings, with the suggestions Drink
added to inform passersby that the new beverage was for soda
fountain refreshment.
By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year,
Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden
kegs. Red has been a distinctive color associated with the soft drink
ever since. For his efforts, Dr. Pemberton grossed $50 and spent
$73.96 on advertising. Dr. Pemberton never realized the potential of
the beverage he created. He gradually sold portions of his business to
various partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to Asa G. Candler, an entrepreneur from
Atlanta. By the year 1891, Mr. Candler proceeded to buy additional
rights and acquire complete ownership and control of the Coca-Cola
business. Within four years, his merchandising flair had helped
expand consumption of Coca-Cola to every state and territory after
which he liquidated his pharmaceutical business and focused his full
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attention on the soft drink. With his brother, John S. Candler, John
Pembertons former partner Frank Robinson and two other associates,
Mr.Candler formed a Georgia corporation named the Coca-Cola
Company. The trademark Coca-Cola, used in the marketplace since
1886, was registered in the United States Patent Office on January 31,
1893. The business continued to grow, and in 1894, the first syrup
manufacturing plant outside Atlanta was opened in Dallas, Texas.
Others were opened in Chicago, Illinois, and Los Angeles, California,
the following year. In 1895, three years after The Coca-Cola
Companys incorporation, Mr. Candler announced in his annual report
to share owners that Coca-Cola is now drunk in every state and
territory in the United States.
As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A
new building erected in 1898 was the first headquarters building
devoted exclusively to the production of syrup and the management of
the business. In the year 1919, the Coca-Cola Company was sold to a
group of investors for $25 million. Robert W. Woodruff became the
President of the Company in the year 1923 and his more than sixty
years of leadership took the business to unsurpassed heights of
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commercial success, making Coca-Cola one of the most recognized
and valued brands around the world.
HISTORY OF BOTTLING
Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a
glass. Early growth was impressive, but it was only when a strong
bottling system developed that Coca-Cola became the world-famous
brand it is today.
YEAR WISE HISTORY OF BOTTLING:
Year 1894: A modest start for a bold idea
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In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain
beverage called Coca-Cola impressed the store's owner, Joseph A.
Biedenharn. He began bottling Coca-Cola to sell, using a common
glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs
Candler, who owned the Company. Candler thanked him but took no
action. One of his nephews already had urged that Coca-Cola be
bottled, but Candler focused on fountain sales
.
Year 1899: The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a
business around bottling Coca-Cola. In a meeting with Candler,
Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive
rights to bottle Coca-Cola across most of the United States for a sum
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of one dollar. A third Chattanooga lawyer, John T. Lupton, soon
joined their venture.
Years 1900-1909: Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling
rights to local entrepreneurs. Their efforts were boosted by major
progress in bottling technology, which improved efficiency and
product quality. By 1909, nearly 400 Coca-Cola bottling plants were
operating, most of them family-owned businesses. Some were open
only during hot-weather months when demand was high.
Year 1916: Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with
imitators. A group representing the Company and bottlers asked glass
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manufacturers to offer ideas for a distinctive bottle. A design from the
Root Glass Company of Terre Haute, Indiana won enthusiastic
approval. The Contour Bottle became one of the few packages ever
granted trademark status by the U.S. Patent Office. Today, it is one of
the most recognized icons in the world.
In the 1920s: Bottling overtakes fountain sales
As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the
U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons
were a huge hit starting in 1923. A few years later, open-top metal
coolers became the forerunners of automated vending machines. By
the end of the 1920s, bottle sales of Coca-Cola exceeded fountain
sales.
In the 1920s and 1930s: International expansion
Led by Robert W. Woodruff, chief executive officer and chairman of the Board,
the Company began a major push to establish bottling operations
outside the U.S. Plants were opened in France, Guatemala, Honduras,
Mexico, Belgium, Italy and South Africa. By the time World War II
began, Coca-Cola was being bottled in 44 countries.
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In the 1940s: Post-war growth
During the war, 64 bottling plants were set up around the world to supply the
troops. This followed an urgent request for bottling equipment and
materials from General Eisenhower's base in North Africa. Many of
these war-time plants were later converted to civilian use,
permanently enlarging the bottling system and accelerating the growth
of the Company's worldwide business.
In the 1950s: Packaging innovations
For the first time, consumers had choices of Coca-Cola package size and type-the
traditional 6.5 ounce Contour Bottle, or larger servings including 10,
12 and 26 ounce versions. Cans were also introduced, becoming
generally available in 1960.
In the 1960s: Introduction of new brands
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and
Mello Yello were added in the 1970s. The 1980s brought diet Coke
and Cherry Coke, followed by PowerAde and Fruitopia in the 1990s.
Today scores of other brands are offered to meet consumer
preferences in local markets around the world.
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In the 1970s and 1980s: Consolidation to serve customers
Advancement in technology led to global economy, retail customers of The Coca-
Cola Company merged and evolved into international mega chains.
Such customers required a new approach. In response, many small and medium-
size bottlers consolidated to better serve giant international customers.
The Company encouraged and invested in a number of bottler
consolidations to assure that its largest bottling partners would have
capacity to lead the system in working with global retailers.
In the 1990s: New and growing markets
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the
Company invested heavily to build plants in Eastern Europe. As the
century closed, more than $1.5 billion was committed to new bottling
facilities in Africa.
21st Century: Coca-Cola today
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The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as
consumers seek brands that honor local identity and the
distinctiveness of local markets.
MISSION, VISION & VALUES
Our 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.
Everything we do is inspired by our enduring
Mission:-
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.
To achieve sustainable growth, we have established a Vision with clear goals:-
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People: Being a great place to work where people are inspired to be the best they
can be.
Planet: Being a responsible global citizen that makes a difference.
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.
Profit: Maximizing return to shareowners while being mindful of our overall
responsibilities.
We are guided by shared Values that we will live by as a company and as
individuals:-
Leadership: The courage to shape a better future
Passion: Committed in heart and mind
Integrity: Be real
Accountability: If it is to be, it's up to me
Collaboration: Leverage collective genius
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Innovation: Seek, imagine, create, delight
Quality: What we do, we do well
India: Our History in India
Coca-Cola India has made significant investments to build
and continually improve its business in India,
including new production facilities,
wastewater treatment plants, distribution
systems and marketing equipment. During the past decade, The Coca-
Cola System has invested more than US $1 billion in India, making
Coca-Cola one of the countrys top international investors and in
2003, Coca-Cola India pledged to invest a further $100 million in its
operations.
The Coca-Cola System in India includes 24 Company-owned bottling operations
and another 25 franchisee-owned bottling operations that directly
employ 5,500 local people and create jobs for another 150,000.
Virtually all the goods and services required to produce and market Coca-Cola
products locally including our Kinley water brand launched in 2000,
Shock, an energy drink launched in 2001, and Sunfill, our first
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powdered concentrate, also launched in 2001 are made in India,
ensuring that the benefits of such enterprises remain in the local
communities in which they operate. For as long as weve been in
India, The Coca-Cola Company and our independent bottlers have
been engaged at the international, national and community levels to
support programs that protect the environment, conserve water,
promote education, and provide healthcare.
Re-launch
Despite its strong overall equity, the brand was losing its popularity among the
core cola drinking age group of 12 to 25 year olds, partly due to nil
advertising.
Coca-Cola apparently did try to kill Thums Up, but soon realized that Pepsi would
benefit more than Coke if Thums Up was withdrawn from the market.
Instead, Coke decided to use Thums Up to attack Pepsi. The Coca-
Cola Company by this time had about 60.5% share of the Indian soft-
drink market [1] but much to its dismay found out that if it took out
Thums Up, it would remain with only 28.72% of the market
(according to a report by NGO Finance&Trade in India), hence it once
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again dusted out the Thums Up brand and re-launched it targeting the
30 to 45 year olds.
The brand was re-positioned as a manly drink, drawing on its strong taste
qualities. Known to be a strong drink with more power packed into it
than other colas, it was a favorite in Rum based Cocktails, as in rum
and Thums Up. Thums Up kick-started an aggressive campaign
directly attacking Pepsis TV ads, focusing on the strength of the drink
hoping that the depiction of an adult drink would appeal to young
consumers. Grow up to Thums Up was a successful campaign. The
brands market share and equity soared. The brand was unshakeable
and Coca-Colas declaration that Thums Up was Indias premier cola
brand in terms of market share did not surprise many.
Other campaigns from Thums Up build on its strength and its perception as a
macho drink. Ads showing the Thums Up man, riding through the
desert in search of a cantina that sells Thums Up rather than drink
another cola, stuck in the minds of many Indians and caught the
imagination of youngsters who want to be seen as men.
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CHAPTER 3:
MARKET SHARE
ORGANISATIONAL CHART OF ADVANCE SALES & SERVICES PVT.
LTD.
PRODUCT RANGE
COCA COLA SLOGANS
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MARKET SHARE
Coca-Cola is a leading player in the Indian beverage market with a 60 per cent
share in the carbonated soft drinks segment, 36 per cent share in fruit
drinks segment and 33 per cent share in the packaged water segment.
In 2011, Coca-Cola sold 7 billion packs of its brands to more than 230 million
consumers across 4,700 towns and 175,000 villages. The company has
doubled its volumes and trebled its profits between 2011 and 2012.
Coca-Cola continues to re-affirm its commitment to India through active
Citizenship Efforts. All its plants in India partner with local NGOs
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to alleviate local community issues in numerous small ways. It boasts
of impeccable credentials on quality.
Coca-Cola has succeeded in spite of an extremely price-sensitive consumer with
entrenched beverage consumption habits tea, nimbu-paani
(lemonade) and a fragmented and geographically dispersed retail
market, and a high tax environment.
ORGANISATION CHART of ADVANCED SALES AND SERVICES PVT.
LTD.
DIRECTOR
General Manager
Depot Incharge
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Marketing Execution Manager
Sales Trainer
Sales Executive & Market Developers
PRODUCT RANGE
Coca-Cola serves in India some of the most recalled brands across the world,
which includes names such as Coca-Cola, Diet Coke, Sprite, Fanta,
along with the Schweppes product range. The acquisition of Thums
Up brought some of the leading national soft drinks like Thums Up,
Limca, Maaza, Citra and Gold Spot under its umbrella. To add to this,
Kinley mineral water was launched in the year 2000.
Thumps up:-
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It is a leading carbonated soft drink and most trusted brand in India it was
introduced in 1977, thumps up was aquired by the coca cola company
in 1993. It is known for its strong, fizzytaste and its confident, mature
and uniquely masculine attitude. This brand clearly seeks to separate
the men from the boys.
Coca-Cola:-
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Coca-Cola is the most popular and biggest-selling soft drink in history, as well as
the best-known product in the world. Coca-Cola was introduced in
1886, patented in 1887, registered as a trademark in 1893 and by 1895
it was being sold in every state and territory in the United States.
Today, you can find Coca-Cola in virtually every part of the world.
Sprite:-
Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink.
Sprite is sold in more than 190 countries and ranks as the No. 4 soft
drink worldwide, with a strong appeal to young people.
Millions of people enjoy Sprite because of its crisp, clean taste that really quenches
your thirst. But Sprite also has an honest, straightforward attitude that
sets it apart from other soft drinks. Sprite encourages you to be true to
who you are and to obey your thirst.
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Limca:-
This thirst-quenching beverage features a fresh,light lemon-
lime taste and fun-loving attitude.It's a home-
grown, national treasure in India,Where it was
acquired by The Coca-Cola CompanyIn1993.
Limca continues to build a loyal following among young adults who
love the lighthearted way It complements the best moments of their
lives.
Fanta:-
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Available in Europe since the 1940s, Fanta was introduced in the United States in
1960. Consumers around the world, particularly teens, fondly
associate Fanta with happiness and special times with friends and
family. This positive imagery is driven by the brand's fun, playful
personality, which goes hand in hand with its bright color, bold fruit
taste and tingly carbonation.
Coca Colas Maaza Very Popular:-
Maaza was launched in 1976, a drink that
offered the same real taste of
fruit juices and was available
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throughout the year. In 1993, Maaza was acquired by Coca Cola
India. Maaza currently, dominates the fruit drinks industry. Over the
years, Maaza has become synonymous with mango. The drink became
a hit with successful advertisement campaigns like "Taaza mango,
maaza mango,' and 'Botal mein aam, maaza hain naam. Consumers
regard maaza as wholesome, natural, fun drink which delivers the
real experience of fruit. With the real fruit taste kids love, plus added
calcium, Maaza's tagline, "Yaari-Dosti Taaza Maaza," means
"friendship moments With fresh Maaza in Hindi.
Minute Maid Pulpy Orange:-
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Minute Maid has been making orange juice for over 50 years and has a heritage of
innovation, quality and nutrition. Minute Maid has the longest history
of marketing orange juice with calcium, and was the first to nationally
launch orange juice with calcium plus vitamin D, low acid orange
juice, orange juice with vitamins C and E plus Zinc, and orange juice
with naturally sourced plant sterols.
Minute maid pulpy orange juice has been a comparatively new entry in a market
already exploding with beverages, fruit juices, aerated drinks etc.
The juice has got a little orange pulp to chew on while gulping mouthfuls of juice.
The best feature in this is that it is very refreshing (as fresh orange
juice usually is) without being an aerated drink Containing. Also it is
not bitter like many other leading orange juices available in the
market. It has got the right amount of sweetness to not leave a sickly
sweet taste on your tongue.
Kinley Mineral Water:
Kinley is a high quality bottled water processed with added
minerals popular among adults who seeks a
better quality of life and a healthy lifestyle.
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Kinely water understand the importance and value of this life giving
force. It thus promises water that is as pure as it is meant to be. Water
you can trust to be truly safe and pure. Kinley water comes with the
assurance of safety from the coca cola company.
That is why we introduced Kinley with reverse osmosis along with the latest
technology to ensure the purity of our product.
Coca cola slogans:
1886 - Drink Coca-Cola.
1891 - The Ideal Brain Tonic./The Delightful Summer-Winter beverage.
1904 - Delicious and refreshing.
1917 - Three million a day.
1922 - Thirst knows no season.
1932 - Ice-cold sunshine.
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1942 - The only thing like Coca-Cola is Coca-Cola itself.
1952 - What you want is a Coke.
1963 - Things go better with Coke.
1971 - I'd like to buy the world a Coke.
1982 - Coke is it!
1993 - Always Coca-Cola.
2000 - Enjoy.
2001 - Life tastes Good.
2003 - Real.
2006 - The Coke Side of Life
2007 - Live on the Coke Side of Life
2012 - Open Happiness
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CHAPTER 4:
OBJECTIVES OF THE PROJECT
SCOPE OF THE PROJECT
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
RTM ROUTE TO MARKET CORRECTION
OBJECTIVES OF RTM ROUTE TO MARKET CORRECTION
BENEFITS / LEARNING
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OBJECTIVES OF THE PROJECT
To determine the market share of coca-cola company
To know about the retailers wants in terms of product selling.
To know effectiveness of the pre-sell distribution strategy in the market.
Visi coolers survey in the markets of Lucknow region.
Ensuring the visibility of product.
Ensuring the availability of products in outlets.
To know whether the outlets get the scheme or not.
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SCOPE OF THE PROJECT
Scope of the study for Coca-Cola by this study, the company will come to
know:-
Through this study company can know its growth.
This study will also help to the company to know about their new concepts
position in the market.
This study will also help to the company to know about its promotional
activities.
Through this study company will know about the availability of its products
in the market.
CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
COCA COLA COMPANY HAS SEVEN BRANDS. All of them are
manufactured at M/S BRINDAVAN BOTTLERS. Each brand has its
own flavors content. These are bottled at M/S BRINDAVAN
BOTTLING PLANTS near BARABANKI and supplied in Lucknow
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city by M/s ADVANCE SALES & SERVICES (P) LTD., marketing
unties of BRINDAVAN BOTTLERS.
Marketing is getting right goods and service at right time and right place to right
people at right price with right communication.
The comprehensive marketing activity at lucknow marketing service is controlled
by Mr.Rajeev Saxena (G.M.) Mr B.K. srivastava (sales manager),
Mr.Deepak verma (distribution manager).today consumers have
different measurement to buy above which has a smaller self-life. The
major market of soft drink is under the grab of local distributions,
which provides the innocent consumers all the sort of connections.
RTM ROUTE TO MAP CORRECTION
(SALES & DISTRIBUTION MANAGER)
AREA: LUCKNOW
CLUSTER:
CHINHAT
CHARBAGH
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KHURRAM NAGAR
WHAT IS RTM ROUTE TO MAP CORRECTION?
Route to map is a technique and survey method by which we can identify and
analyze the current market retailers and wholesalers location in a
particular location or cluster.
DEPOT- KHURRAM-NAGAR.
ROUTE NAME NO. OF OUTLETS
NISHATGANJ 125
VIKAS-NAGAR 119
TRANS-GOMTI 90
ALIGANJ 118
JANKIPURAM I 90
JANKIPURAM II 85
KALYANPUR 84
NEW-HYDRABAD 114
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INDIRA NAGAR 11
DEPOT - CHINHUT
ROUTE NAME NO.OF OUTLETS
HAZRATGANJ 42
LALBAGH 1st 88
LALBAGH 2nd 76
H.AL./FAIZABAD ROAD. 113
GOMTI-NAGAR.1st 105
GOMTI-NAGAR 2nd 89
GOMTI-NAGAR 3rd 61
NARAHI 105
SADAR 47
CANTT 51
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DEPOT CHARBAGH.
ROUTE NAME NO.OF OUTLETS
CHAARBAGH -I 112
CHAARBAGH II 103
ALAMBAGH 125
V.I.P.ROAD/LDA 95
BANGLABAZAR 99
BULAKIADDA 75
AISHBAGH 107
JAILROAD 100
MAWAIYA 112
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OBJECTIVES OF RTM ROUTE TO MAP CORRECTION
To identify the market potential.
To enhance the better distribution setup.
To increase the sales
To facilitate better approach for salesperson
To control the cost of distribution
Better logistics and chain supply
Analysis of consumption pattern
To know the purity of brand order
Dealer and wholesalers relationship and problem relationship
Comparative analysis of coca cola and Pepsi
Display of banner, glowing sign, DPS, hoardings for advertisement.
Demand n supply analysis for next year.
Estimating future sales and distribution efforts
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Collection/details of existing retailers
BENEFITS / LEARNING
Understand the importance of RTM
Better interpersonal skills
Market search
Handling queries with dealers, wholesalers, retailers.
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CHAPTER 5:
RESEARCH METHODOLOGY
CHOICE OF RESEARCH DESIGN AND ALTERNATIVES
DATA COLLECTION METHODRIMARY DATA
SECONDARY DATA
PRIMARY SOURCES:-
PERSONAL INTERVIEWING
SURVEY METHOD
QUESTIONNAIRE METHOD
SECONDARY SOURCES:-
RESEARCH INSTRUMENT USED:-
SAMPLING TECHNIQUE USED AND SAMPLE SIZE
FIELD WORK- METHOD USED FOR DATA COLLECTION
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RESEARCH METHODOLOGY
CHOICE OF RESEARCH DESIGN AND ALTERNATIVES
Research design is the conceptual structure within which research is conducted. It
constitutes the blue print for the collection, measurement and analysis
of data. Research design is purely and simply the framework to ensure
that the required data are collected accurately and economically. A
good research design has following characteristics:
Problem Definition
Specific method of data collection and analysis
Time required for research project
Estimation of expenses to be concerned
I have used Exploratory Research Design for my study. The reason for using this
design is that there is a less experience and knowledge about the
market and the main emphasis during the research was to discover
ideas regarding awareness level of people, therefore I wanted to use a
design which is flexible.
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Exploratory Research Design was perfect for such research and it provided me the
opportunity for considering various other aspects related to my study.
DATA COLLECTION METHOD
PRIMARY DATA
It was collected through the survey conducted. The questionnaire was prepared and
asked to answer by the retailers. They were also personally
interviewed. The data collected was totally original and did not exist
before. The data was flexible and reliable too.
Advantages:-
Get comprehensive and original information
Convenient to respondents
Information are primary mode
Disadvantages:-
Often takes much time
Info may be incomplete
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Need to be quite clear about what looking for
SECONDARY DATA
The data which already exist in the nature is called secondary data it provides a
slating point for research and offers the advantages of low cost and
ready availability.
The historic literature and other regarding the company profile and strategic
planning were taken from secondary sources like internet.
Advantages:-
Doesnt interrupt program or clients routine program
Information already exist
Less costly
Disadvantages:-
Information may be incomplete.
Not flexible means to get data, data restricted to what already exists.
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PRIMARY SOURCES
PERSONAL INTERVIEWING
This method is used when you want to understand someone's buying behavior
pattern, or learn more about their answers to questionnaires.
Advantages:-
Get full range and depth of information
Develops relationship with person
Can be flexible with customers
Disadvantages:-
Can take much time
Can be hard to analyze and compare
Can be costly
Responses may be bias
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SURVEY METHOD
When need to quickly and / or easily get lots of information from people in a non-
threatening way.
Advantages:-
Inexpensive to administer
Easy to compare and analyze
Administer to many people
Can get lots of data
Disadvantages:-
Might not get careful feedback
Are impersonal
In surveys, may need expert opinion
Doesnt get full information of consumer buying behavior
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QUESTIONNAIRE METHOD
This method of data is quite popular. A questionnaire consists of a number of
questions printed in definite order on a form. The respondents have to
answer them on their own. I constructed a questionnaire containing 12
questions related to my objective of the project. It is enclosed in the
reports.
Advantages:-
The responses are gathered in a standardized way, it is in close-ended form.
Generally it is relatively quick to collect information.
However in some situations they can take a long time not only to design but
also to apply and analysis.
Disadvantages:-
Questionnaires are standardized so it is not possible to explain any points in
the questions that participants might misinterpret.
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Respondents may answer superficially especially if the questionnaire takes a
long time to complete.
Respondents may not be willing to answer the questions. They might not
wish to reveal the information or they might think that they will not benefit
from responding perhaps even be penalized by giving their real opinion.
SECONDARY SOURCES:-
The data was collected through internet.
RESEARCH INSTRUMENT USED:-
In this project questionnaire method is used to collect data due to following
reasons:-
Written questionnaires are more cost effective as the number of research questions
increases.
Questionnaires are easy to analyze. Data entry and tabulation for nearly all surveys
can be easily done with many computer software packages.
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Questionnaires are familiar to most people. Nearly everyone has had some
experience completing questionnaires and they generally do not make
people apprehensive.
Questionnaires reduce bias. There is uniform question presentation and no
middleman bias. The researchers own opinions will not influence the
respondent to answer questions in a certain manner.
There are no verbal or visual clues to influence the respondent.
Questionnaires are less intrusive.
SAMPLING TECHNIQUE USED AND SAMPLE SIZE
I have used multi stage sample technique.
Area sampling is used, i.e. retailers were selected from Lucknow
Sample size :- 3093 retailers and wholesalers.
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FIELD WORK- METHOD USED FOR DATA COLLECTION
I have visited all the retail shops to collect the data.
METHOD FOR DATA COLLECTION
Questionnaire method was used for data collection. Quite often questionnaire is
considered as the heart of research. Hence it should be carefully
constructed.
Questionnaire include:-
Dichotomous question
Multiple choice questions
Ranking based question
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CHAPTER 6:
DATA PRESENTATION
CHOICE OF RESEARCH DESIGN AND ALTERNATIVES
DATA ANALYSIS
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DATA PRESENTATION
Data presented by - Pie charts, bar charts, percentage calculation.
CHOICE OF RESEARCH DESIGN AND ALTERNATIVES
Research design is the conceptual structure within which research is conducted. It
constitutes the blue print for the collection, measurement and analysis
of data. Research design is purely and simply the framework to ensure
that the required data are collected accurately and economically. A
good research design has following characteristics:
I have used Exploratory Research Design for my study. The reason for using this
design is that there is a less experience and knowledge about the
market and the main emphasis during the research was to discover
ideas regarding awareness level of people, therefore I wanted to use a
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design which is flexible. Exploratory Research Design was perfect for
such research and it provided me the opportunity for considering
various other aspects related to my study.
DATA ANALYSIS
Q1-AVAILABILITY OF PRODUCT THROUGH INTERMEDIARIES
INTERPRETATION
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According to the graph it is clear that maximum shop keeper take products from
the distributor which is 92% where as only 08% shop keeper
purchases products from wholesale market.
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2-TYPE OF CHILLING EQUIPMENT USED BY THE
OUTLETS
INTERPRETATION
From the above graph its clear that in most of the outlets there is vi-si-cooler
which is 75% where as only 15% outlets has OYA(Own Your Assets).
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3- LEADING BRAND OF THE COCA-COLA COMPANY
ACCORDING TO THEIR PREFERENCES
INTERPRETATION
According to the graph it is clear that THUMS UP is the most preferred brand that
is 41% where as MMPO (Minute Maid Pulpy Orange) and LIMCA
are the least preferred brands among the consumers which is only 3%
and 2%.
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4-HOW MUCH OUTLETS HAS THE VISIBILITY OF PRODUCTS
INTERPRETATION
From the above graph it is clear that-
58% shops were having banner.
35% shops were having Rack.
25% shops were having Flange.
42% shops were having Posters and
36% shops were having other items.
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5- MARKET SHARE OF COCA-COLA COMPANY COMPARING WITH
PEPSI COMPANY
INTERPRETATION
From the above graph it is clear that the market share of COKE is 71% as compare
to PESPI which is 29%.
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6-RETAILERS VIEWS REGARDING THE SERVICES OF COCA-COLA
INTERPRETATION
85% outlets are satisfied by the services of coke where as only 5% outlets are not
satisfied by its services.
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7-THE MONTHLY SALES OF BOTH THE COMPANIES FOR PRODUCTS
IN THE MONTH OF JUNE
Coke's JuicesPepsi Juices
974
712
0
200
400600
800
1000
QTY
MONTHLY SALES OF JUICES
ANALYSIS:
From the above graph it can be interpreted that monthly sale of Cokes juices is
more as compared to Pepsis.
Monthly sale of Cokes juices is near about 974 carats & of Pepsi juice is near
about 712 carats.
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8-THE CUSTOMER PREFERS THE MOST (GIVE RANKING)
Tetra Pack (200 ml) ( )
250 ml ( )
500 ml ( )
1 Litre ( )
Tetra PackPreference
33%
250(ml)preference
31%
500(ml)preference
24%
1(l) preference13%
Pack Preference
Tetra PackPreference
250(ml) preference
500(ml)preference
1(l) preference
A
ANALYSIS: From the above analysis: -
1st Rank :- Tetra pack(200 ml)
2nd Rank :- 250 ml
3rd Rank :- 500 ml
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4th Rank :- 1 Litre
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9 - BRAND IS MORE PROFITABLE FOR YOU TO SELL?
Coke
Fanta
Sprite
Maaza
Minute made pulpy
Thumb sup
Profitability
frooti
43%
others1%
slice+tropicana
15%maaza+pulpy
orange
41%
appy fizz0%
maaza+pulpy orange frooti slice+tropicana appy fizz others
ANALYSIS:
Out of the surveyed outlets most of the retailers said that Frooti was more
profitable to them with 43% share.
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The least profitable to them was appy fizz.
10-THE SALESMAN OF ALL COMPANIES FREQUENTLY VISIT
OUTLET
a) Yes b) No
FREQUENT VISIT OF THE SALESMAN
YES
92%
NO
8%
YES
NO
ANALYSIS:
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Near about 92% retailers agreed that salesmen of other companys visit their
outlets. Only 8% retailers disagreed with the question.
11-THE FREQUENCY OF VISIT OF SALESPERSON OF COKE TO YOUR
OUTLET
a) Daily b) Weekly c) Fortnightly d) Monthly
0
40
0
25
0
15
0
10
0
10
20
30
40
Analysis:-
Near about 40% of outlets in cluster is visited daily only 10 % outlets are there
where reach of cokes salesperson is very low that is once in a monthly.
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CHAPTER 7:
SWOT ANALYSIS
FINDINGS
CONCLUSION
SUGGESTIONS
LIMITATIONS
The SWOT analysis is been done on the COCA-COLA Company and
following things has been preferred in terms of company.
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STRENGTHS
Strong brand name.
Effective and efficient management.
Adaptability with changing market trend and demand.
Strong market strategy.
Strong distribution channels.
MMPO - healthy.
WEAKNESS
Lack of proper sales man training.
Problems in the frequency of the delivery of goods.
OPPORTUNITIES
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Diversification of juice products.
With growing juice market so handsome opportunity to increase
sales and capture market.
THREATS
Change in taste of people.
More competitors.
Unpredictable market conditions.
FINDINGS
The most popular flavor in the market is THUMS UP.
COCA - COLA is market leader and PEPSI is the market challenger in the
whole market where I have surveyed.
From the COCA-COLA products THUMS UP and the PEPSI products
DEW is the highest selling the market.
In some areas of market the supply of PEPSI is better than COCA - COLA.
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In the case of the mineral water AQUAFINA is selling more than KINLEY.
I have found that a retailer gives more preference to the COCA-COLA
products like THUMS UP, MAZZA, SPRITE and FANTA.
In the case of the scheme PEPSI is providing more schemes than the
COCA-COLA.
Sales have increased after locating visi-cooler outside of outlets.
The company new concept Pre-sell got the good response mean the
concept of Pre-sell is prefers by the retailers.
According to this survey in 80% outlets Pre-sell responded well while in
20%
outlets responds was low.
The new products of COCA-COLA, Minute maid has a big flop in the
Lucknnow City.
The company has introduced a 1.25 lts. pack for the lower class family.
The store is categorized on the basis of their sales, it mean Diamond, Gold,
Silver.
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Retailers do not get the company's actual schemes.
Some sales man does not make bills for the retailers.
If retailers complaints regarding discounting and schemes then he is not
responded properly.
There is a tough competition between the major brands of soft drinks
companies in the market namely Coca Cola and Pepsi.
Frooti and Maaza were available on all the outlets which I have covered.
Pepsi provides very liberal credit facilities to the retailer where as Coke
doesnt provide such facilities.
Some of the retailers said that the sale of all the juices are equal as per the
customers taste and preferences.
The findings made conclusion that Frooti and Slice are also giving tuff
competition as far as other juices are concerned.
Retailers have also appreciated the Distribution services of Coke products.
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Pepsi provides a better promotional schemes and services as compared to
Coca Cola.
There is less advertisement of Maaza at the point of purchase.
Customers are buying Maaza because of its great taste and also of better
quality with reasonable price.
There is a less display of Maaza on the outlets.
Company has given less emphasis on hoardings, boards and banners of its
products..
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CONCULUSION
Every thing in this world is made to utilize properly but it should be reach at the
proper person or to the proper utilized areas. Otherwise the value
added to those things became in vein. As there is a prove "far from
eye, far from heart" thus marketing role plays a very important role in
achieving the objectives of a company, undoubtly, value utility is
created by the manufacture of products or service but time and place
utilities are created by marketing role, according to Drucker, "both the
market and the distribution channels are often more crucial than the
products", they are primary : the products is secondary. in an economy
like that of India, where marginal shortages can lead to
disproportation distortion in prices,a dependable and efficient
distribution system creates a value adds to all most all products.
All from the above study not withst anding its restructing efforts pepsi is still far
away with its great competition like coke.
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SUGGESTIONS
The company should measure Retailers satisfaction regularly.
Company can increase the sales when it considering more on retailers, their
suggestions or complaints about service or product so that necessary action
can be taken.
Review meeting should be often held so that the working pattern of the
executives can be checked and improved if needed.
Company representatives should visit retailers and should make a long -
term relationship with retailer so that they can push the product.
Since customers are value maximizes and their expectation to this brand is
high, as the brand image shows their quality is supervene so the company
should also take feed back at time to time. By this they can make their brand
loyal.
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Distributers should be convinced to pass the incentives to the retailers so that
they are motivated to promote this brand.
Increase the number of dealers and retailers as this will help in making high
sales volume.
Cash discount should be competitive and luring.
Try to continue the good image of the outlets by keeping more and more
good quality in services. By this the monopoly will continue with Coke
products.
Company should attains on small outlets so there sales can increase.
Aggressive selling is required by Coke. Visibility of the brand should be
more, therefore hoardings, posters, glow signs should be provided to the
retailers.
The company should come up with better promotional schemes and services.
The company should also have to concentrate on competitive rates and
schemes of their competitors.
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If the retailer gets some money then they will work hard to increase the sale
of the product in the market.
The company should launch more new flavors and brands in juices.
To attract more and more customers constant upgrading and improving of
the products must be done in order to compete with their competitors.
The company should follow the Push Strategy and Just Noticeable
Difference (JND) in order to increase its sale.
Promises made by the company or any employee should be fulfilled timely.
For marketing strategy of company should divers it business in related this
sector Like - Ice creams, butter & chocolates because of company have visi
coolers in mostly outlets.
Now company should launch new taste of soft drinks like recently launched
Minute Maid & also launched new product in another flavour.
Company should search area for increasing in sales.
In winter Season Company gives discount & schemes to retailers so they sell
more our product.
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Company must make new strategy to fight local cold drinks brands.
Company should give new dealership on small towns.
Try to decrease the price of commodity in competition of Pepsi.
Company should try to maintain manpower.
LIMITATIONS
The study is only confined to retailers and so the preferences of actual
consumers could not be taken.
A busy schedule of dealers/ retailers also makes the collation of information
a very difficult one.
Non co-operative behavior of respondent was a big problem in this survey.
The retailers may or may not reveal the true informations.
Time factor acted as a big constraint because it is too difficult to cover all
the outlets.
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Maximum effort was made to survey each outlet but some of the outlets may
be missed.
Sometimes the right person was not at the place so it was difficult to get any
information related with my project.
Sometimes some respondents were not in full mood to give the answers of
our questions so some of the answers may not be exact.
While interviewing respondents were confused about their own answer.
Some of the retailers were not co-operative.
The entry and exit of new/old can increase or decrease the market share.
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CHAPTER 7:
BIBLIOGRAPHY
WORDS OF THANKS
ANNEXURE:-
Questionnaire
Tracking sheets
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BIBLIOGRAPHY
Books:-
Marketing Management: - By Philip Kotler
Research Methodology: - Methods and Technique By C.R. Kothari
Magazines:-
Business Today
4PS
Websites:-
www.cocacolaindia.com
www.fnbnews.com
www.indiaindustryprofiles.com
www.google.com
www.yahoo.com
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WORD OF THANKS
I pay sincere thanks to Coca Cola Company, which gave me the chance to do me
summer training in their reputed organization.
This is a matter of great respect on their side that they supported me in every
problem faced by me.
Hope that in future also I will get a support from their side and I shall be given an
opportunity to work under this brand name and to be a part of this
organization.
Thank You.
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