Presented By: Milan Ankoliya (02)

Under The Guidance Of: Prof.Sonu Gupta

Flow of presentation
Industry profile Company profile Research of methodology Data analysis Finding Recommendation Learning

Industry Profile
Major Player.
Market share(%)

Coca-cola Pepsi Cadbury Schweppes.

others 22% Cadbury 7% Pepsi 20% Coca cola 51%

India:-5-6 bottles Pakistan :- 17 bottles Sri lankas :-21 bottles Philippines:-173 bottles Mexico:-605 bottle

Company Profile
Type:- Soft drink Introduced:- 1886

Founder :- John Pemberton

Country of origin:- United States

Website:- www.coca-cola.com

Main Products

Research Methodology
Objectives.
To know Retailers Perception towards Services Provided by Coca-Cola. To identify service given by Coca-Cola to Retailers. To identify the promotional activity given by Coca-Cola to Retailers
To find out new ways to make them aware about different offers

To find out service performance of Coca-Cola.

Scope of the Study - This report is limited to survey

Data collection: Primary data collected: Personal interview, Questionnaires Secondary data collected: Companys website, Companys magazine, Internet Research instruments: Personal Interview, Observation, Survey Sample design: Sample size: 80 Sampling type: Convenient Sampling tool for collecting information: Personal Interview, Observation Data Analysis Tools: SWOT Analysis, Porters five force model. Limitations Surveying requires special skills, sending the questionnaire at dealership may bias the respondent. Non-cooperative approach and rude behavior of some of the respondents. This report is purely limited to retailers perspective.

Swot analysis
Strengths Worlds Leading brands. Strong product line Opportunities

Large Market.

Weakness Distribution Network pricing Strategy

Threats Competitors Govt. Policies

1)Rivalry Condition: Two main players Coca cola Pepsi Duopoly competition The whole spectrum of market is divided only on two parts. One is in the hand of PepsiCo and second is in the hand of Coke. 2)Substitute Product: There are many more products available in the market which can easily substitute Coke and its wide range of product. The first is fountain soda Other are: Tea, Juice, Sport Drinks, Milk, cold Coffee etc. 3)Threats of new Entrants: Threats of new entrance is low but then also there is some chance s like R.C COLA has affected some of the market of Coke and Pepsi.

4)Power of Suppliers: Bargaining power of suppliers is low. There are main two inputs used. Sugar: Readily available in the open market Packaging: A lot of major supplier 5)Power of Buyers: Bargaining power of buyers is high for fountain market and mass merchandisers. They will have strong negotiation power for bulk merchandising. The franchise holder may have legs on the head of company because of less profitability. Bargaining power is very low in vending machine because they have already a high profit margin.

Which product of Coca Cola is having higher sales at your outlet?

73%

Interpretation As per above chart we can see that 73% of the outlets are having highest sells of Thums up. And 10% outlets are having highest sells of Maaza. 9% outlets are having highest sells of coca-cola.6% outlets are having highest sells of Sprite. 1% outlets are having highest sells of Both Limca and Fanta. Here we can say that Thums up is the leading brand when it comes to sells of Coca Cola brands. Most of the outlets are having highest sells of Thums up. Thats means Thums up has good market share in market

Does the preseller come to your outlet & clean companys cooler & arranges the product properly?

21%

79%

YES NO

Interpretation From the above chart, it has been analyzed that 79% respondent say yes to Preseller come to outlets & clean cooler & arranges the product. A 21% respondent say no to Preseller come to outlets but not clean companies cooler & arranges the product

Do you believe that posters, banners, fledge& other promotional equipment affect your sale?

YES NO

Interpretation Here we find that all of the retailer of samples size agreed on that Sale can be increased by using such equipment. Conclusion Company should provide Racks and other material of advertisement to retailers. For that they can ask the M.D (Market Developer) to make a data of outlets that dont have any kind of advertising materials. And provide them the same, which is also Help Company to increase sale

What do you think consumers give weightage to brand or not?

30%

YES 70% NO

Interpretation These data clearly shows companys communication towards consumer is very clear. And hence retailers works get limited. So he is keen to put the product which is fast moving& he does not need to put product for longer time

Are you satisfied with Coca-Cola Brand?

35% 65%

Interpretation From the above chart, it has been analyzed that 52 respondents satisfied with the coca-cola brand. 28 Respondent not satisfied with the coca-cola brand. Conclusion From the above chart we can see that the main problem is Service and discount provided by the Coke. It has also seen that 35% of retailers are not happy with the cooler.

If, no which company you like most?

Interpretation: The above chart we can see that 50% respondent most like Pepsi. 18% respondents most like Sosyo. 14% respondents most like Rccola. 18% respondents are others drinks like most. Conclusion Coke is needed to provide good service and more discounts to the retailers. Otherwise there is chance that they will shift to Pepsi

Which kind of Problem outlets face?

22

10 5

11

SCHEME

COOLER FACLILITY

DELIVERY

AVAILABILITY

OTHER

Interpretation:The above chart we can see that 32 respondents dissatisfied with scheme. 22 respondents dissatisfied with coolers facility. 5 respondents dissatisfied with transportation facility. 10 respondents dissatisfied with availability. 11 respondents are dissatisfied with sales person behaviour and others. Conclusion: Company should provide the one week credit facilities to that retailer who is asking for credit. Credit facilities in not asked by every outlet. As per my survey there is not more than 11% of retailers are asking for credit. For that company need to talk to the Distributor and come up with some solution

Finding
Demands of Coca-Cola products are very high. Coca-Cola is market leader. The most popular brand in the market is Thums up. From the Coca-Cola products Thums up is the highest selling in the market. Company should provide Racks and other material of advertisement to retailers. Credit facilities are not available by distributors. Schemes of Pepsi more than Coke. Around 11% of outlets are having cooler problem. M.D.s is not interested in penetrating new product in market. Distribution is not concentration mush on small outlets. They are just concentrating on Sales not market share.

Recommendations

Company should insure that distributor in not doing any kind of discrimination between small outlet and big outlets. And providing product on time as per the requirement of the outlet. For that they can conduct the monthly survey to the small outlets. Company should ensure that retailers are getting regular service. For that any senior person can make a surprise visit at distributor points and outlets. Company should increase the profit margin of retailer, which help them to increase sale and get the competitive advantages. Company should provide more and regular schemes to retailer. And they also need to ensure that it reaches to the retailer. For that they can conduct the survey on monthly basis, which also help them in maintaining good relation with retailers. Company should more effectively handle the cooler complaints. To solve this problem they can appoint 1 engineer for each area. Company should provide the one week credit facilities to that retailer who is asking for credit. Credit facilities in not asked by every outlet. As per my survey there is not more than 11% of retailers are asking for credit. For that company need to talk to the Distributor and come up with some solution. Because those 11% outlets can make a great change in companys sales. Company should provide Racks and other material of advertisement to retailers. For that they can ask the M.D (Market Developer) to make a data of outlets that dont have any kind of advertising materials. And provide them the same, which is also Help Company to increase sale. Overall service should be improved for getting more sales and to be the market leader. For that they can do a survey on monthly basis.

Learning

Learn how to solve customer problem. It helps me to increase my confidence level. This helps me to increase my convincing power. I had also learned how to build and maintain relationship. I had also learned that how to handle the customer at different situation. If in future offering job related to field work at that time this summer internship help full to me.
Activity chart
ACTION PLAN Orientation, Training and knowledge about Coca-Cola India Market visit with M.D and to know how to make N.C Working with salesman and get idea about how to sale Given target for selling by S.T.L Doing activation work with the M.D like activation of flange and activation of brand sticks. Make N.C in different areas like amroli, mota Varachha, chhaprabhatha road,& kosad and other Working with S.T.L. & observation regarding Services provided by Coca-Cola India

DATE 26-28th March 29-3rd April 4-18th April 19-2nd May 3-10th May 11-22nd May 23-26th May

 Websites: www.scribd.com http://www.CocaColaindia.com/products/product_list_desc.html http://en.wikipedia.org/wiki/Coca-Cola http://www.CocaColaindia.com/ourcompany/missionvalues.html http://www.Coca-Cola.co.uk/brands http://mba-lectures.com/marketing/principles-ofmarketing/1119/porters-five-forces-model-of-coca-cola.html http://www.niir.org/information/content.phtml?content=184