04/15/2023

COCA-COLA

SUBMITED BY

ROHAN NAIK

Project report on coca-cola Research in Dharavi outlets

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HISTORY OF COCA- COLA

The Coca cola Company was established by Doctor John Pemberton a pharmacist from Atlanta, Georgia as a medicine company.

Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

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

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COKE IN INDIA

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

After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network.

Coke’s acquisition of local popular Indian brands including Thumps Up, Limca, Maaza

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Manufacturing Plant, WADA

Thane Warehouse

Bhandup Warehouse

Cotton Green Sewdi

Warehouse

Distributors Outlets

Coke manufacturing process

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RESEARCH OF COCA COLA-IN DHARAVI Dharavi is the Asia's largest slum and administrative ward, over parts of Sion, Bandra,

Kurla and Kalina suburbs of Mumbai ,India .It is sandwiched between Mahim in the west and Sion in the east, and spread over an area of 175 hectares, or 0.67 square miles (1.7 km).

In 1986, the population was estimated at 530,225, but modern Dharavi has a population of between 600,000 and over 1 million people. Dharavi is one of the largest slums in the world.

In this area, as per the research people prefer Thumps Up, Sprite and Maaza compared to Coca-Cola.

As observed, Coca-Cola lags behind to impress people in Dharavi.

People in the bars do not prefer kinley soda it has less fizz and so it does not attract many customers.

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PROBLEMS FACED BY OUTLETS IN DHARAVI

There was a problem of Kinley soda bottle which was having less fizz compared with rival.

Breakage problem of pet bottles.

Coolers doesn’t work properly.

Irregular service for order fulfillment.

Threat from Competitors as they give offers at cheaper rates than coca cola.

Competitors provide many schemes compared to coca-cola.(These are the views of outlets at Dharavi.)

Price of the mineral water is higher compared with rival.

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Cooler of coca- cola

Companies manufacturing refrigerators for coca-cola.• Coca-cola biggest strength is the cooler.• In dharavi area they have many coolers. There are various models of coolers such as 7c/s model, 9 c/s model 15 c/s model,20 c/s model,30 c/s model and etc.• Coca-cola’s manufacturing company is Western company. And their agency Is Span agency.

RED• To know the reason behind low RED (Right Execution Daily) score.• To know the availability of activation element in RED outlet.• This is done by MD(market developer) and presaler.• He carry RED tracker book in that he give points• They give rating to visi cooler.

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RGBThe 200 ml rgb coke has reduced price from Rs 10 to Rs 8. This has relatively increased the sale of coke at some level.

Jan Feb Mar April-2,000.00

0.00

2,000.00

4,000.00

6,000.00

8,000.00

10,000.00

12,000.00

14,000.00

4,817.48

8,293.97

11,318.8112,456.90

-6.86

1.28

-5.25

7.92

Column1Growth

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VOLUME PATTERNVOLUME

DIAMOND GOLD SILVER BRONZE

•DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca cola soft drinks is more than 800 crates.

• GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to 800 crates per annum.

• SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499 crates per annum.

• BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200 crates per annum.

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SKU It is a stock-keeping unit. It is a number or code used to identify each unique product or item for sale in a store or

other business. It is a unique identifier for each distinct product and service that can be purchased. The

usage of SKU is rooted in data management ,enabling the company to systematically track its inventory or product availability, such as in warehouses and retail outlets.

5SKUThis is an Example of 5 SKU: If three crates are empty of (200 or 330 ml RGB)

1 crate 12 Thumps Up & 12 Sprite 1 crate 12 Limca & 12 Fanta 1 crate 24 maaza

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CLUBBING AND RANGE SELLING

• CLUBBING Clubbing is done if sales target is low in some areas. Clubbing is to add goods of two places into the truck. E.g.. Goods for Ghatkopar and Vidyavihar outlets are merged into one truck. Clubbing is beneficial.

RANGE SELLING This consists of adding various brands into one crates. For example in an outlet called Public Telephone Booth the range selling was 5 Maaza, 6

Coke,7 Fanta, 6 Sprite. This can have different range.

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COKE v/s PEPSI

COKE PEPSI

Coca cola Thumps Up Sprite Limca Fanta Maaza Kinley Soda Kinley Water Minute maid

Pulpy orange Nimbu Fresh Mango

Pepsi 7 Up Lemonade Mirinda Slice Duke’s Soda Aquafina Water

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Schemes provided by Coca cola& Pepsi to the outlets

Coca-cola Pepsi

• With the box of cans (24 cans), company provides 2 cans of coke free.

• In coke purchase 6oo ml 1 box and get one coke bottle free.

• With the box of RGB (24 bottles), company provides 1 coke bottle free.

• With the bottle of 2.25 liter, a tetra pack of maaza is free (this is a short term scheme).

• With the box of 1 ltr bottle of Kinley the company provides 2 bottles of 1 ltr free.

• Pet 600 ml soda purchase 3 box and get 12 soda bottle and 1 umbrella free

• Purchase 2 box maaza 600 ml and get 3 bottle free.

• In Pepsi purchase 3 box of tin and get 8 tin free.

• In Pepsi purchase 600 ml 1 box and get 4 mineral bottle free.

• In Pepsi they provide no scheme in 200 ml.• In Pepsi purchase one box of 2 liter and get

I bottle free.• In 1 liter purchase one box of Pepsi and get

12mineral bottle free.

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SWOT ANALYSIS

STRENGTH Coca cola has a brand worldwide. People rely on quality. It has endorsed many famous

celebrities like Aamir Khan, Hrithik Roshan etc.

WEAKNESS Customer feedback system is not

effective. Lack of schemes. People prefer Thumps Up and

Sprite compared to Coca Cola (brand name).

It is also struggling with Nimbu Fresh , Limca and Fanta.

• THREATS

- Kinley soda has less fizz compared to other soda.

- Kinley’s mineral water cost is relatively high when compared with rivals.

- Rivals provide payments to the outlets for hoardings.

• OPPORTUNITY

- Company should provide more schemes.

- Coca cola can create more monopoly outlets by giving some schemes and coolers.

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COMPARISON

PRE – SALE

• Pre Sale is new form of business.

Works on a proper beat with a defined PJP.

Pre-seller generates orders in advance. High capacity utilization of delivery

vehicle. Company gets control over retailers.

READY STOCK

• Ready stock is an old form of business. Salesman works without a proper PJP. Salesman generate orders and deliver

goods at the same time. Low capacity utilization of delivery

vehicle. Company’s span of control till

distributor.

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