HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED

PROJECT REPORT
ON

Execution Mappin

in RED !Ri "t Execution Dai#$%

out#et& in

A report submitted towards the partial fulfillment of the requirements of the two years full-time PGP+ MBA (Marketing)

ubmitted by!
AMIT 'RISHNA
PGP(MBA !Ma)*etin %

Session :( 2008-2010) Reg.No. - 520870912

MOUNT CARMEL BUSINESS SCHOOL+ N,DELHI

ACKNOWLEDGEMENT

" wish to e#press our gratitude to Hindustan Coca-Cola Beverages Private Li ited! management for gi$ing us an opportunity to be a part of their esteem organi%ation and enhan&e my knowledge by granting permission to do our summer training pro'e&t under their guidan&e( " am grateful to Mr( ubir )hatter'i (Marketing Manager)* Mr( upratho A&harya (Area ales Manager)* +aman ingh , +a'esh +an'an ( ales -#e&uti$e) my guide* for his in$aluable guidan&e and &ooperation during the &ourse of the pro'e&t( .e pro$ided me with his assistan&e and support whene$er needed that has been instrumental in &ompletion of this pro'e&t( /he learning during the pro'e&t was immense , in$aluable( My work basi&ally in&luded the study of $arious ways for de$eloping marketing strategies for the &ompany( /he present report is an amalgamation of my thoughts and my efforts to study the $arious ways of de$eloping the marketing strategies for the &ompany( 0urther a detailed study has been done in order to suggest the &ompany the feasible strategies that would enhan&e its market share(

AM"T K#"$HNA 1MM-+ /+A"2--

P#E%ACE

/he summer training programs are designed to gi$e the pra&ti&al knowledge of &orporate world( /raining is usually meant for su&h $o&ations where ad$an&ed theoreti&al knowledge is to be ba&ked up by pra&ti&al e#perien&e on the 'ob and it is be&ause of this reason that summer training programs are designed( o* that the future manger must be ready to take the future responsibilities( "t was e#a&tly in this &onte#t that " was pri$ileged enough to 'oin &o&a &ola- one of the biggest brand in be$erages in the world( " a&hie$ed lots of e#perien&e and &onfiden&e o$er the past eight week whi&h will help me to take the future responsibility on my shoulder( 3uring this period* " was gi$en to find out the &E'ecution in systemati& and &hronologi&al way( /his endea$or work shall pro$ide the &o&a &ola marketing department* an idea about market &ondition( /herefore it hoped with all sin&erity that this work shall be of definite use to the organi%ation( a((ing in #ed-outlet o) coca cola*( "n the training program " had tried my le$el best to arrange the work

DECLA#AT"ON

" will take pleasure in de&laring that the pro'e&t work that is undertaken by me is an original and authenti& work done by me( /his pro'e&t is being submitted " partial fulfillment for award of degree of PGP+ MBA in from Mount Car el Business $c,ool! N-Del,i/he &ontent of this report is based on the information &olle&ted by me during my tenure at )o&a-&ola at PA/2A for two months , eight days of training from 4nd of May to 56th 7uly 4668(

AM"T K#"$HNA PGP + MBA ./001-203

#eg- No- - 4/015062/

E'a iner7s certi)ication

/he pro'e&t report of A it Kris,na /itle! - E'ecution a((ing in #ed-outlet o) Coca-cola

"s appro$ed and is a&&eptable in quality and form(

"nternal -#aminer

-#ternal e#aminers

C,a(ter 2

)ompany profile "ntrodu&tion of the &ompany .istory , 3e$elopment )ompany setup of )o&a-&ola "ndia Produ&t , Branding )oke plant in Patna Business plan model Mission* 9ision , 9alue

Coca-Cola* the produ&t that has gi$en the world its best-known taste was born in Atlanta* Georg ia* on May :* 5::;( )o&a-)ola )ompany is the world<s leading manufa&turer* marketer and distributor of non-al&oholi& be$erage &on&entrates and syrups* used to produ&e nearly =66 be$erage brands( "t sells be$erage &on&entrates and syrups to bottling and &anning operators* distributors* fountain retailers and fountain wholesalers( /he )ompany<s be$erage produ&ts &omprises of bottled and &anned soft drinks as well as &on&entrates* syrups and not-ready-to-drink powder produ&ts( "n addition to this* it also produ&es and markets sports drinks* tea and &offee( /he )o&a-)ola )ompany began building its global network in the 5846s( 2ow operating in more than 466 &ountries and produ&ing nearly =66 brands* the )o&a-)ola system has su&&essfully applied a simple formula on

a global s&ale! >Pro$ide a moment of refreshment for a small amount of money- a billion times a day(? /he )o&a-)ola )ompany and its network of bottlers &omprise the most sophisti&ated and per$asi$e produ&tion and distribution system in the world( More than anything* that system is dedi&ated to people working long and hard to sell the produ&ts manufa&tured by the )ompany( /his unique worldwide system has made /he )o&a-)ola )ompany the world<s premier softdrink enterprise( 0rom Boston to Bei'ing* from Montreal to Mos&ow* )o&a-)ola* more than any other &onsumer produ&t* has brought pleasure to thirsty &onsumers around the globe( 0or more than 55@ years* )o&a-)ola has &reated a spe&ial moment of pleasure for hundreds of millions of people e$ery day( /he )ompany aims at in&reasing shareowner $alue o$er time( "t a&&omplishes this by working with its business partners to deli$er satisfa&tion and $alue to &onsumers through a worldwide system of superior brands and ser$i&es* thus in&reasing brand equity on a global basis( /hey aim at managing their business well with people who are strongly &ommitted to the )ompany $alues and &ulture and pro$iding an appropriately &ontrolled en$ironment* to meet business goals and ob'e&ti$es( /he asso&iates of this )ompany 'ointly take responsibility to ensure &omplian&e with the framework of poli&ies and prote&t the )ompany<s assets and resour&es whilst limiting business risks( /he bi%(system of &o&a-&ola in "ndia dire&tly employs appro#imately ;*666 people* , indire&tly &reates employment for many more related industries throw our wash pro&urement* supply and distribution system( /he $ast "ndian operations &omprise 4@ &ompanies owned bottling operations , 4= fran&hises A owned bottling operations( /he apart a network of &ontra&t pa&kers also mfg( a range of the produ&t for &ompany( Bn the distribution front* 56 tone tru&ks* open-bay three wheelers that &an

na$igate the narrow alleyways of "ndian &ities* ensure that our produ&t a$ailable in ea&h &orner of the &ountry( /he &o&a &ola is responsible for the mfg( distribution , sales of produ&t a&ross the &ountry(

HISTOR- O. SO.T DRIN' IN BIHAR

Chen )o&a- )ola re-entered the "ndian market /he .industan )o&a &ola Be$erages P$t( Dtd( of Patna* Bihar on lease for 46 years in 588E 8: started its operation( /he first produ&t laun&hed by .industan )o&a )ola Be$erages P$t( Dtd( of Patna was )o&a-&ola and after that all the remaining produ&ts &ame in the Bihar market( At present the work force &apa&ity of the .industan )o&a )ola Be$erages P$t( Dtd( is 54; in&luding all the departments( /he soft drink market in "ndia is quite wide( /he produ&tion of soft drink in Bihar was stated on 4Eth with Mar&h 58;E with installation of a )o&a )ola bottling plant in 7amshedpur under the auspi&ious guidan&e of late industrialist Mr( 3harma )had Fumari whi&h was named as teel &ity Be$erages P$t( Dtd( /he &ompany &ontrolled the lions share in the soft drink market for nearly 56 years( Parle also entered this field in Bihar with the installation of bottling unit in &ollaboration with Mr( +a'endra Poddar in the name of Brient Be$erage P$t( Dtd( "n 588E with the ad$ent of 7anta Party Go$ernment* it &reated trouble for )o&a )ola whi&h led to withdraw its operation from "ndia( After the withdraw of )o&a )ola from "ndia the Parle monopoli%ed the soft drink market in Bihar and took a lions share of the be$erages produ&t from the industry e$en after M&( 3owell pure drinks and lo&al drinks entered into the market( /hey would not &omplete with Parle( Bn&e again with the liberali%ation of e&onomy in 5885( Pepsi 0ood Dtd( -ntered in the "ndia market( "t shared its bottling of produ&ts in Bihar by teel &ity Be$erages )ompany on 4=th

Mar&h 5885 owned by FamaniGs &ollaboration with Birla Group*whi&h was on&e the bottling plant for )o&a-)ola( After the re-entry of )oke in 588H the market s&enario of Bihar also &hanged dramati&ally( )o&a &ola establishes its bottling plant in 7amshedpur (2ow in 7harkhand) and Patna to &ounter its ar&hri$al Pepsi( A soft drink is a non-al&oholi& be$erage( "t is artifi&ially fla$ored and &ontent no fruit 'ui&e or pulp( /he in$ent of soft drink is really a &lassi& e#ample of todayGs marketing theory whi&h says >/he real marketing spirit of marketing man lies behind the fa&t of identifying a need* a real need of &onsumer and pro$iding him the produ&t to fulfill his need?(

HISTOR- O. SO.T DRIN' IN INDIA

/he first brand of soft drink Gold spot established @H years ago( Before all empowering )o&a)ola entered the &ountry to dominate the soft drink market* the history of soft drink in "ndia is quite drinking old( 3own the ages* people &onsume soft drink to gi$e them a refreshing feeling( Gold spot is &onsidered as the first brand of soft drink in "ndia* it was introdu&ed in 58;@( )o&a- &ola at the same time entered the "ndian mark t (and dominated the whole market( "t fa&ed no though &ompetition from the domesti& market( 3ue to &ertain &ir&umstan&es the )o&a &ola )ompany dis&ontinued its operations in "ndia( "n 588H )o&a )ola was laun&hed in Agra ("ndia) again with a slogan of IBD3 CA9- .A9- )BM- AGA"2I 7oining the hand with Parle e#port P$t( Dtd(* /he )ompany was trying its best to regain prestige whi&h it had before( At present only )o&a )ola and Pepsi 0ood are gi$ing tough &ompetition to ea&h other( )o&a )ola was the first foreign drink &ame in "ndia in the year 58;@( )o&a &ola had a $ery good beginning in the "ndian market and it hardly fa&ed any &ompetition in "ndia( /he marketing people did not e$en require ad$ertising )o&a )ola( /his e#tra ordinary su&&ess of soft drink &ould be attributed to following fa&tors( Dater in 58E6* it introdu&ed Dim&a a lemony soft drink( Before lim&a they had tentati$ely introdu&ed by )ola-Pepsi whi&h they had to withdraw soon in the fa&e battering &onfrontation with )o&a-)ola( /he "ndian drink had a signifi&ant opportunity in 58EE when )o&a )ola de&ided

to wind up its operation rather than bowing to the go$ernment of "ndia insisten&e of dilution of equity(

HISTORICAL BAC'GROUND O. COCA COLA

)o&a )ola is a $ery popular &ola (a &arbonated soft drink) sold in stores and restaurants in more than 466 &ountries( lt is produ&ed by the )o&a-&ola )ompany whi&h is also often referred to as simply )o&a &ola or &oke( )oke is one of the worldGs most re&ogni%able and widely sold &ommer&ial brandsJ its ma'or ri$al is Pepsi( Briginally intended as a patent medi&ine when it was in$ented in the 58th &entury* )o&a-&ola was bought out by businessman Asa Griggs )andler* whose marketing ta&ti&s led )oke to its dominan&e of the world soft drink market throughout the 46th &entury( /he )o&a -&ola )ompany owns and markets other soft drinks that do not &arry the )o&a -&ola branding* su&h as prite* 0anta* and others( )o&a &ola was in$ented( "n Atlanta* Georgia* by 7ohn ( Pemberton* originally as a &o&a wine &aned PembertonGs 0ren&h* Cine &o&a in 5::@( .e was G inspired by the formidable su&&ess of -uropean Angelo MarianiGs &o&a wine Mariani(

P#OD8CT H"GHL"GHT

/he worldGs fa$orite drink( /he worldGs most $aluable brand( /he most re&ogni%able word a&ross the world after BF( )o&a-)ola has a truly remarkable heritage( 0rom a humble beginning in 5::;* it is now the flagship brand of the largest manufa&turer* marketer and distributor of nonal&oholi& be$erages in the world( "n "ndia* )o&a-)ola was the leading soft-drink till 58EE when go$t( poli&ies ne&essitated its departure( )o&a-)ola made its return to the &ountry in 588H and made signifi&ant in$estments to

ensure that the be$erage is a$ailable to moreG and more people* e$en in the remote and ina&&essible parts of the nation( )o&a-)ola returned to "ndia in 588H and o$er the past ten years has &aptured the imagination of the nation* building strong asso&iations with &ri&ket* the thri$ing &inema industry* musi& et&( )o&a-)ola has been $ery strongly asso&iated with &ri&ket* sponsoring the Corld )up in 588; and $arious other tournaments* in&luding the )o&a-)ola )up in har'ah in the late nineties( )o&a-)olaGs ad$ertising &ampaigns 7o )haho .o 7aye and Dife ho to Aisi were $ery popular and had entered the youthGs $o&abulary( "n 4664* )o&a )ola laun&hed the &ampaign I/handa Matlab )o&a-)olaI whi&h sky-ro&keted the brand to make it "ndiaGs fa$ourite soft-drink brand( "n 466H* )oke was a$ailable for 'ust +s( @ a&ross the &ountry and this pri&ing initiati$e together with impro$ed distribution ensured that all brands in the portfolio grew leaps and bounds( )o&a-)ola had signed on $arious &elebrities in&luding mo$ie stars su&h as Farishma Fapoor* &ri&keters su&h as rinath* oura$ Ganguly* southern &elebrities like 9i'ay in the past and today( "ts brand ambassadors are Aamir Fhan and .rithik +oshan(

Glass 466ml* H66ml

PET ;66ml* 5(4D* 4D* 4(4@D* ;

Can HH6ml

/hums 1p is a leading &arbonated soft drink and most trusted brand in "ndia( Briginally introdu&ed in 58EE* /hums 1p was a&quired by /he )o&a-)ola )ompany in 588H( /hums 1p is known for its strong* fi%%y taste and its &onfident* mature and uniquely mas&uline attitude( /his brand &learly seeks to separate the men from the boys( Glass 466ml* H66ml* PET ;66ml* 5(4D* 4D* 4(4@D* Can HH6ml

>Dime Kn< Demoni? Dim&a* 3eri$ed from >nimbu? + >'aisa?(( .en&e >lime sa?( Dim&a has been li$ed up to its promise refreshment and has been the original thirst &hoi&e of millions of &onsumers for o$er H-de&ades( Born in 58E5 has remained un&hallenged as the 2o(5 parkling 3rink in the &loudy lemon segement(

"nternationally 0anta - /he orange drink of /he )o&a-)ola )ompany is seen as one of the fa$orite drinks sin&e 58=6Gs( 0anta entered the "ndian market in the year 588H( B$er the Lears 0anta has o&&upied a strong market pla&e and is identified as I/he 0un )atalystI( Per&ei$ed as a fun youth brand* 0anta stands for its $ibrant &olorJ tempting taste and tingling bubbles taste that not 'ust up lifts feelings but also helps free spirit thus en&ouraging one to indulge in the moment( /his positi$e imagery is asso&iated with happy* &heerful and spe&ial times with friends( Glass 466ml* H66ml PET ;66ml* 5(4D* 4D* 4(4@D Can HH6ml

Corldwide sprite is ranked as the 2o( = soft drink , is sold in more than 586 &ountries( "n "ndia* prite was laun&hed in year 5888 , today it grown to be one of the fastest growing soft drinks* leading the &lear lime &ategory( /oday prite is per&ei$ed as youth i&on* whyM Cith a strong appeal to the youth* prite has stood for a straight forward and honest attitude( "ts &lear &risp refreshing taste en&ourages the today<s youth to trust their instin&ts* influen&e them to be true to whom they are and to obey their thirst( Glass 466ml* H66ml Pet ;66ml* 5(4D* 4D* 4(4@D Can HH6ml

Maa%a was laun&hed in 58E;( .ere was a drink that offered the same real taste of fruit 'ui&es and was a$ailable throughout the year( "n 588H* Maa%a was a&quired by )o&a-)ola "ndia( Maa%a &urrently dominates the fruit &ategory( B$er the year* brand Maa%a has be&ome synonymous with Mango( /his has been the result of su&h su&&essful &ampaigns like K/aa%a Mango* Maa%a Mango? and >Botal Mein Aam* Maa%a hai 2aam? &onsumers regard Maa%a as wholesome* natural* fun drink whi&h deli$ers the real e#perien&e of fruit( /he &urrent ad$ertising of Maa%a position it as an enabler of fun friendship moments between moms and kids as moms trust the brand asn the kids lo$ew its taste( /he &ampaign builds on the e#isting equity of the brand and deli$ers a rele$ant emotional benefit to the moms rightly &aptured in the tagline >Laari 3osti /aa%a Maa%a?( Glass 466ml* H66ml Tetra 466ml Mo9ile ;66ml Pet 5(4@ml

Minute /ai0 Pu#p$ o)an e /he brand laun&hed in its internationally su&&essful minute maid pulpy Brange > a$atar is a naturally refreshing 'ui&e drink whi&h offers an 1nmat&hed taste e#perien&e to &onsumers due to the presen&e of real Korange pulp? /his inno$ati$e &onsumer proposition is best e#plained by /he brand tagline >+efreshing orange* surprisingly pulpy?( Minute maid Pulpy orange has been made a$ailable in two P-/ pa&k-si%es on the go5(4@ liter bottle* pri&ed at +s(4@ and E6 respe&ti$ely( MOB"LE 4@6ml*=66ml Pet 5(l

Cater a thirst quen&her that refreshes* a life gi$ing for&e that washes all the to#ins away( A ritual purifier that &leanses* purifies* transforms( Cater* the most basi& need of life* the $ery sustenan&e of life* a &elebration of life itself( /he importan&e of water &an ne$er be understated Parti&ularly in a nation su&h as "ndia where water go$erns the li$es of the millions* be it as part of e$eryday rituals or as the monsoon whi&h gi$es life to the sub-&ontinent( Finley water understands the importan&e and $alue of this life gi$ing for&e( Finley water thus promises water that is as pure as it is meant to be( Cater you &an trust to be truly safe and pure( Finley water &omes with the assuran&e of afety from the )o&a-)ola )ompany( /hat is why we introdu&ed Finley with re$erse- osmosis along with the latest te&hnology to ensure the purity of our produ&t( /hat<s why we go through rigorous testing pro&edures at ea&h and e$ery lo&ation where Finley is produ&ed( Be&ause we belie$e that right to pure* afe drinking water is fundamental( A uni$ersal need* that &annot be left to &han&e(

THE COCA-COLA:$ PATNA PLANT

)oke begins its operation on =th ept( 588: by taking o$er the fran&hise bottler( "t is lo&ated at --" "ndustrial Area* Patliputra( Plant is spread o$er an area of 5(E@ a&res and houses most sophisti&ated ma&hinery to produ&e &o&a-&ola and many other brands marketed by the &ompany( /he plant &an produ&e around 4=666 &ases of soft drinks per day and employees 55H workers to do the same(
MANU.ACTURING UNIT O. HCCBPL !PATNA%

B8$"NE$$ PLAN MODEL

DISTRIBUTION NET1OR'

.))BPD has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of produ&ts to di$erse parts of the &ities( /he distribution &hannels are &onstru&ted in su&h a way that the demand of &ustomers is fulfilled at the right pla&e and the right time when it is needed by them(

Coca-Cola "ndia division! Gurgaon

Manu)actures Concentrate! Beverage 9ase and $<ru(

#egional Bottlers COBO>%OBO

Manu)actures )inis,ed Bottles>Cans>%ountain $<ru(

Custo ers

Consu ers A typi&al distribution &hain at .))BPD would be! Production --- Plant Ware,ouse --- De(ot Ware,ouse --- Distri9ution Ware,ouse --- #etail $toc; --#etail $,el) --Consu er /he &ustomers of the )ompany are di$ided into different &ategories and different routes* and e$ery salesman is assigned to one parti&ular route* whi&h is to be followed by him on a daily basis( A detailed and well organi%ed distribution system &ontributes to the effi&ien&y of the salesmen( "t also leads to low &osts* higher sales and higher effi&ien&y thereby leading to higher profits to the firm( D"$T#"B8T"ON #O8TE$ /he $arious routes formulated by .))BPD for distribution of produ&ts are as follows! Ke< Accounts= /he &ustomers in this &ategory &olle&ti$ely &ontribute a large &hunk of the total sales of the )ompany( "t basi&ally &onsists of organi%ations that buy large quantities of a produ&t in one single transa&tion( /he )ompany pro$ides goods to these

&ustomers on &redit* payments being made by them after a &ertain period of time i(e( either a month of half a month( E'a (les= )lubs* fine dine restaurants* hotels* )orporate houses et&( %uture Consu (tion= /his route &onsists of outlets of )o&a-)ola produ&ts* wherein a &onsiderable amount of sto&k is kept in order to use for future &onsumption( /he sto&k does not e#haust within a day or two* instead as and when required sto&ks are sta&ked up by them so as to a$oid shortage or non-a$ailability of the produ&t( E'a (les= 3epartmental stores* uper markets et&( " ediate Consu (tion= /he outlets in this route are those whi&h require sto&ks on a

daily basis( /he sto&ks of produ&ts in these outlets are not stored for future use instead* are e#hausted on the same day and might run a little into the ne#t day i(e( the produ&ts are &onsumed at a fast pa&e( E'a (les= mall si%ed bars and restaurants* edu&ational institutions et&( General= 1nder this route* all the outlets that &ome in a parti&ular area or an area along with its neighboring areas are &atered to( /he &onsumption period is not taken into &onsideration in this parti&ular route(

D"$T#"B8T"ON $?$TEM

Direct distri9ution= "n dire&t distribution* the bottling unit or the bottler partner has dire&t &ontrol o$er the a&ti$ities of sales* deli$ery* and mer&handising and lo&al a&&ount management at the store le$el(

"ndirect distri9ution= "n indire&t distribution* an organi%ation whi&h is not part of the )o&a-)ola system has &ontrol on one or more of the distribution elements ( ales* deli$ery* mer&handising and lo&al a&&ount management)

Merc,andising= Mer&handising means &ommuni&ation with the &onsumer at the point of pur&hase to &on$ey produ&t benefit* $alue and Nuality( business lo&ations to spe&ifi&ally mer&handise our produ&ts( ales people and deli$ery personnel both ha$e this responsibility( "n &ertain lo&ations spe&ial teams who go into

DEPA#TMENT$ "N@OL@ED "N THE D"$T#"B8T"ON P#OCE$$ /he 3istribution pro&ess mainly &onsists of three departments! Distri9ution De(art ent= "t appoints distributors and establishes a distribution network* pro&esses appro$ed sale orders and prepares in$oi&es* arranges logisti&s and ship produ&ts* &o-ordinates with distributors for &olle&tions and monitors distribution sto&ks and their set-up( %inance De(art ent= "t &he&ks &redit limits and appro$es sales orders in &omplian&e with the &redit poli&y followed by the firm* re&ords &olle&tions from distributors* periodi&ally re&on&iles outstanding balan&es from distributors* obtains balan&e &onfirmation from distributors and follows up outstanding balan&es(

$,i((ing or Ware,ousing De(art ent= "t dispat&hes goods as per appro$ed by order* ensures that sto&ks are dispat&hed on a 0"0B basis* ensures physi&al &ontrol o$er load out area and updates warehouse sto&k re&ords in a timely manner(

MISSION+ VISION AND VALUE 2B ur mission* $ision and $alues outline who we are* what we seek to a&hie$e* and how we want to a&hie$e it( /hey pro$ide a &lear dire&tion for our )ompany and help ensure that we are all working toward the same goals( O8# M"$$"ON

Bur mission de&lares our purpose as a &ompany( "t ser$es as the standard against whi&h we weigh our a&tions and de&isions( "t is the foundation of our Manifesto( /o refresh the world in body* mind and spirit( /o inspire moments of optimism through our brands and our a&tions( /o &reate $alue and make a differen&e e$erywhere we engage( O8# @"$"ON

Bur $ision guides e$ery aspe&t of our business by des&ribing what we need to a&&omplish in order to &ontinue a&hie$ing sustainable growth( Peo(le= Being a great pla&e to work where people are inspired to be the best they &an be( Port)olio= Bringing to the world a portfolio of quality be$erage brands that anti&ipate and satisfy peopleGs desires and needs(

Partners= 2urturing a winning network of &ustomers and suppliers* together we &reate mutual* enduring $alue(

Planet= Being a responsible &iti%en that makes a differen&e by helping build and support sustainable &ommunities( Pro)it= Ma#imi%ing long-term return to shareowners while being mindful of our o$erall responsibilities( )o&a-)ola is guided by shared $alues that both the employees as indi$iduals and the )ompany will li$e byJ the $alues being! LEADE#$H"P= /he &ourage to shape a better future

PA$$"ON= )ommitted in heart and mind

"NTEG#"T?= Be real

ACCO8NTAB"L"T?= "f it is to be* it<s up to me

COLLABO#AT"ON= De$erage &olle&ti$e genius

"NNO@AT"ON= eek* imagine* &reate* delight

A8AL"T?= Chat we do* we do well

FIGURE 2: VISION FOR SUSTAINABLE GROWTH

C,a(ter /
)ompetitors to .))BPD )ustomer Brgani%ation )hart

COMPET"TO#$ TO HCCBPL
/he &ompetitors to the produ&ts of the &ompany mainly lie in the non-al&oholi& be$erage industry &onsisting of 'ui&es and soft drinks(

/he key &ompetitors in the industry are as follows!

!

Pe(siCo= /he Pepsi)o &hallenge* to keep up with ar&hri$al* the )o&a-)ola )ompany ne$er ends for the CorldGs O 4* &arbonated soft-drink maker( /he &ompanyGs soft drinks in&lude Pepsi* Mountain 3ew* and li&e( )ola is not the &ompanyGs only be$erageJ Pepsi)o sells /ropi&ana orange 'ui&e brands* Gatorade sports drink* and Aquafina water(

Pepsi)o also sells 3ole 'ui&es and Dipton ready-to-drink tea( Pepsi)o and )o&a-)ola hold together* a market share of 8@P out of whi&h ;6(:P is held by )o&a-)ola and the rest belongs to Pepsi(

NestlB= 2estle does not gi$e that tough a &ompetition to )o&a-)ola as it mainly deals with milk produ&ts* Baby foods and )ho&olates( But the i&ed tea that is 2estea whi&h has been introdu&ed into the market by 2estle pro$ides a &onsiderable amount of &ompetition to the produ&ts of the )ompany( "&ed tea is one of the &losest substitutes to the )olas as it is a thirst quen&her and it is healthier when &ompared to fi%% drinks( /he fla$ored milk produ&ts also ha$e be&ome substitutes to the produ&ts of the &ompany due to growing health awareness among people(

Da9ur= 3abur in "ndia* is one of the most trusted brands as it has been operating e$er sin&e times and people ha$e laid all their trust in the )ompany and the produ&ts of the )ompany( Apart from food produ&ts* 3abur has introdu&ed into the market +eal 7ui&e whi&h is pa&kaged fresh fruit 'ui&e( /hese produ&ts gi$e a strong &ompetition to Maa%a and the latest produ&t Minute Maid Pulpy Brange(

CUSTOMER
As &o&a &ola has a wide range of produ&ts( "ts &ustomer also $aries a&&ording to taste and preferen&e( )o&a &ola is also a$ailable in &an of HH6ml whi&h targets the upper in&ome &lass and their sale is also &onfined in those parti&ular pla&es( )o&a &ola is a$ailable in &ola* lemon* orange and 'ui&e fla$or* a&&ordingly &ustomers ha$e &hoi&e for( Among the produ&ts of &o&a &ola /humps-up has lead the way with =@P of market share 0anta stands third after Mirinda(

)o&a )ola )ompany has wide range of &ustomers that falls under the distribution &hannels of marketing( )ustomers may be )20* distributor* retailers to final &ustomers* whi&h are households(

OrganiCational C,art o) Hindustan Coca Cola Beverages Pvt- Ltd-

O#GAN"GAT"ON $T#8CT8#E

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

ORGANI3ATION STRUCTURE O. THE SALES DEPARTMENT IN HCCBPL2

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

C,a(ter D
egmentation Model

Chat is red a&&ountM +e$iew of literature

SEGMANTATION MODEL

C,a(ter D
Produ&tion pro&ess Produ&t range Pa&k profile Produ&t

Outlet $tructure o) t,e Coca Cola in "ndia /he outlets &an be &lassified as per three &riteria ! )onsumption Pattern 9olume Pattern hoppers Profile

$EGEMENT A) - , 3 B) )on$enien&e )) Gro&ery A3 EED=F /hose outlets where people $isit to ear of drink are known and eating and drinking outlets( u&h as +estaurants and .otels* 3 habas( B3 Convenience = F )on$enien&e outlets ate those outlets where people $isit regularly for $arious purposes like stationary shop* (/(3 A Booth* Betal hop and general tore( C3 Grocer< = F /hose outlets where people $isit to pur&hase food grains and any of su&h things for future &onsumption and &alled as Gro&ery shops( Based on @olu e Pattern A&&ording to the $olume sale in the outlets the &ompany has adopted a unique poli&y of &ategori%ing the outlets in four different segments su&h as!

3"AMB23

 GBD3 "D9-+ B+B2QD"AMOND /hose outlets* whi&h gi$e an annual sale of )o&a - )ola produ&ts more than :66 &arats( GOLD /hose outlets* whi&h gi$e an annual sale of )o&a - )ola produ&ts less than 466 &arats $"L@E# /hose outlets* whi&h gi$e an annual sale of )o&a - )ola produ&ts between 466 to =88 &arats( B#ONGE /hose outlets* Chi&h gi$e an annual sale of )o&aG!-)ola produ&ts less than 466 &arats

#ED= A #"GHT EHEC8T"ON DA"L?

2-CONCEPT O% #ED!
.industan &o&a &ola Be$erages p$t(Dtd( "ndia di$ision been working on +-3 i(e(+ight -#e&ution 3aily in&e 0-B 466;( )o&a &ola &ompany belie$es that its su&&ess depands on their ability to &onne&t with &onsumer by pro$iding them with a wide $ariety of &hoi&es to meet their desire*needs and lifestyles &hoi&es*&ompany su&&ess futher depands on the ability of their people by e#e&ute effe&ti$ely e$ery day( /-MEET COCA COLA C8$TOME#! Corld wide the &o&a &ola &ompany is no(5 in sales of sparkling 1nder -urasia Bperating Group has

Be$erages , 'ui&es 3rink* as well as no( 4 in sales of soft 3rink , no H in sales of Bottled Cater( "t<s our &ustomers that are largely responsible for this unrelenting su&&ess(

W,o are t,e custo ersI )o&a &ola &ustomers are gro&ery stores* restaurants* streets* $endors* mass mer&handisers* &on$enien&es stores drug stores* mo$ie theaters* , amusement parks-among others( Chat do they doR )o&a &ola &ustomer sells its produ&ts to &onsumers , shoppers* who en'oy the produ&ts at a rate of 5(@ billions ser$ings a day( W,< is t,eir role i (ortantI )o&a &ola &ustomers make it possible for &onsumer , shoppers in lo&al &ommunities around the world to pur&hase , its broad pur&hase , en'oy its broad poatfolio of quality be$erages(

2- Mar;et seg entation under #ED)o&a &ola &ompany<s market &an be segmented in +-3 along H lines- &hannel &luster* outlet $olume and lo&ality in&ome( Nu 9er o) s,o((ers or consu er in t,e given universe( )o&a &ola attra&t the population by e#e&uting the following a&ti$ities( Bringing the &ooler at the entran&e( 0i#ing the standee* sign at the entran&e( 0i#ing the &ombo Board at the entran&e(

HoJ coca induce )or t,e incidentI

BL putting &ooler in prime position( By keeping the &ooler pure , &lean( By doing +a&k 3isplay( By fi#ing &ombo Board( By doing /able a&ti$ation( )ounter /op 3isplay(

Outlet Activation According to #ED .#ig,t E'ecution dail<3

#ED .#ig,t E'ecution Dail<3= "t means to maintain the $isional a&&ording to a fi# set of &oke produ&t whi&h is known as )BDB7-F* it means the set will follow a parti&ular brand order( /hums-1p will take first pla&e after t(=(at sprite or Dim&a * 0anta* Maa%a and water or soda will take this +-3 also take &are of the (G(A ( ells Generating Assets) Activation - A&ti$ation means doing things in and around the &oke outlet that triggers )onsumption S Pur&hase of )o&a-)ola Produ&ts( T,e i (ortant (arts o) activation are=

Pla&ement of $isi&ooler at "tot spot lo&ation A$ailability of the produ&ts( +ight lo&ation of display ra&ers "mpa&tful )ommuni&ation of pri&e message
T,e visicooler standards o) all t,e c,annels Dow 3iamond Gold il$er Bron%e 46&Ss E&Ss =&Ss "&e Bo# Medium 46&Ss 8&Ss =&Ss "&e Bo# .igh 46&Ss 8&Ss E&Ss "&e Bo#

/o measure the impa&t of +ight -#e&ution 3aily (+-3) a sur$ey is done by A()( 2ielsen (a &onsultant) e$ery month( A()( 2ielsen &ondu&ts a sur$ey by $isiting all the +-3 a&ti$ated outlets and ben&hmarks it on the pres&ribed Mer&handising standards of +-3( A monthly report is send to .industan )o&a- )ola Be$erages Pri$ate Dimited( /he report is &alled as /o &reate the +ed +eport A()( 2ielsen asks a set of question from the retailers whi&h are as follows! #elated to @isicooler= "s )ooler in the .ot pot Do&ationM 3oes it ha$e all the produ&ts of )o&a-)ola a$ailableM "s the display of the )o&a-)ola display of the produ&ts in a standard su&h as sprite* /hums up* Maa%a* 0anta and Dim&aI*) "s &oler working properlyM "s the &ooler pureM unication=

#elated to Price Co

"s there proper pri&e display of the produ&tsM

#elated to (roduct availa9ilit<= All the brands should be present in the e$ery distribution &hannel but main &on&ern is that H66 ml should be present in the e$ery &hannel and ;66 m5 and 5(@ litters per bottles should be present in the -ating and( drinking* &on$enien&e and Gro&ery shop(

#E@"EW O% L"TE#AT8#E
A literature re$iew dis&usses published information in a parti&ular sub'e&t area* and sometimes information in a parti&ular sub'e&t area within a &ertain time period(

A literature re$iew &an be 'ust a simple summary of the sour&es* but it usually has an organi%ational pattern and &ombines both summary and synthesis( A summary is a re&ap or the important information of the sour&e* but a synthesis is a re-organi%ation* or a reshuffling* of that information( "t might gi$e a new interpretation of old material or &ombine new with old interpretations( Br it might tra&e the intelle&tual progression of the field* in&luding ma'or debates( And depending on the situation* the literature re$iew may e$aluate the sour&es and ad$ise the reader on the most pertinent or rele$ant( Purpose of re$iew of Diterature is to pro$ide a ba&kdrop of the present study( "t is the &onte#t to wfi5&h our present study &an be referred to determine its rele$an&e

C,a(ter K
Bb'e&ti$e of study &ope of study

OBLECT"@E O% THE $T8D?

5) /o know the reason behind low +-3 (+ight -#e&ution 3aily) s&ore( 4) /o know the a$ailability of a&ti$ation element in +-3 outlet( H) /o know the problem in the distribution of a&ti$ation element( =) /o identify suitable a&ti$ation element a&&ording to the outletGs lo&ation( @) /o know the impa&t of a&ti$ation element on sell when keep it outside( ;) /o know the impa&t of a&ti$ation element on &ustomer( E) /o help M(3( (Market 3e$eloper) in outlet a&ti$ation(

$COPE O% THE $T8D?

5( /he main s&ope of study is to understand the impa&t of Generating Assets) on sell( 4( /o in&rease +-3 s&ore of the outlet( H( /o fill the gape of a&ti$ation element in different +-3 outlet( =( /o make a platform for market de$eloper to work on diffi&ult +-3 outlet(G @( /o analy%e the work of the market de$eloper( (G(A ( ells

C,a(ter-4
+esear&h Methodology Dimitation Bbser$ation Problem

#E$EA#CH METHODOLG?
/he methodology used to analy%e the pro'e&t is mainly based on sur$ey method and this sur$ey was &ondu&ted through Nuestionnaires and it also in&lude dire&t &onta&t with gro&ery retailer* &on$enien&e store* eating and drinking and &onsumer( 0or sur$ey sample si%e was taken from different lo&ation of Patna and it was &o$eted with the help of market de$eloper and key a&&ount manger of the .industan )o&a-)ola Be$erage Pri$ate Dimited( /he sample &olle&ted from two hundred fifty outlet of Jlea&h Gro&ery* )on$enien&e and -ating , 3rinking( o total si%e of the sample Tas fi$e hundred( /he number of inter$iewed was four hundred( #esearc, design= A resear&h design is purely and simply the work or plan for a study that guides the &olle&tion and analysis of the data( " ha$e &hosen des&ripti$e resear&h design for study $a (ling= ampling studies are be&oming more and more popular in all types of mass study( /he result of sampling has attained a suffi&iently high standard a&&ura&y(

$a (le Design! 2on random sampling $iCe o) sa (le! 4@6 $O8#CE$ O% DATA COLLECT"ON /he data are &olle&ted from primary and se&ondary sour&es(

P#"MA#? $O8#CE$ Gather information through Nuestionnaire( 3ire&t inter$iew with Gro&ery outlet* )on$enien&e store* -ating and drinking and &onsumer(

$ECONDA#? $O8#CE$

5( "nternet ites -

www(google(&om* www()o&a-)ola(&om* www(wikipedia(&om* www(&o&a-&olaindia(&om

4( A&ti$ation booklet of the &o&a-&ola( H( +-3 tra&ker of the market de$eloper( =( Maga%ines - Business Corld Management and /e&hnology

LIMITATIONS
Although all efforts ha$e been taken to make the results of sur$ey as a&&urate as possible but the sur$ey suffers from the following limitations! 5) /he time period of study was only for two month so it was not possible to &o$er all the areas and go into the depth of the problem and make analysis( 4) /he area of sur$ey was Patna distri&t and it was &on&entrated on urban area only( H) /he psy&hologi&al &ondition $aries from pla&e to pla&e be&ause in many pla&es outlet owner was not supporti$e(

=) /he training was &arried on in the peak season so market de$eloper was not so supporti$e(

@) ome respondents left some of the questions unanswered either due to inability to put
a strain on mind or they did not know the answer(

OBSERVATION
5) 4) H) =) @) ;) E) :) 8) 56) /o &olle&t order ea&h and e$ery outlet( /o &heque $isi-&ooler with 566P purity( /o see a soft drink in Brand Brder( /o see e$ery outlet is this soft drink present in display ra&k( /o see e$ery outlet $isi- &ooler will present in prime lo&ation( /o $isit e$ery outlet in regular basis( /o go e$ery outlet and listen any problems in $isi- &ooler and soft drink to be noted in &omplaine diary( /o see ea&h and e$ery outlet worked in better &ondition( /o see as a Market de$eloper (M(3) e$ery outlet full fill in terms and &onditions with $isi-)ooler( /o see as a Market de$eloper (M(3() if any outlet will not selling your produ&t than you asked why you are not selling in my produ&t( /hen you gi$e ad$ise to outlet(

P#OBLEM
5( Da&k of pure $isi&ooler (Purity le$el is worse &ondition be&ause lean season(
4( A&ti$ation Problem( H( 3uring lean season there is la&k of spe&ial offer to promote selling( =( A$ailability standard in outlet is not a&&ording to terms and &onditions of the &ompany( @(/here is number of unsatisfied red outlet with admission ( ;(M(M(P(B is $anished from outlet(

E( Pepsi&o produ&t is main &ompetitor in market( :( "n most outlet kinley water and soda is least preferred brand(

C,a(ter M
3ata analysis 0inding uggestion

DATA ANAL?$"$ AND %"ND"NG

Auestionnaire Butlet /ype ! - , 3 Gro&ery )on$enien&e

Butlet Bwner ! UUUUUUUU(((((((((((((((( Do&ation ! UUUUUUUUUU(( M3 2ame( ! UUUUUUUUUUUUU( )onta&t 2BUUUUUUUUUU

ACT"@AT"ON
2- Nu 9er o) outlets needs activation ele entsI
A&ti$atedV 586 2ot a&ti$atedV;6

ACTIVATION
YES No

24%

76%

B#AND O#DE#
/- Nu 9er o) outlet )olloJing 9rand orderI

Brand order-5;:

2o Brand order-:4

P8#"T?

D- Nu 9er o) outlets ,aving (urit<I Pure- 25/ 8n(ure-51

P#"ME PO$"T"ON
K- Nu 9er o) outlet located at (ri e (ositionI Pri e (osition-2M5 No (ri e (osition-1D

T#ADE CHANNEL
4- Distri9ution o) trade c,annel

)on$enien&e- 46;

Gro&ery- 5;

-,3- 4:

@"$" COOLE#

M- Distri9ution o) @isi cooler in t,e

ar;et

4$&- =* =$&- 4:* E$&- 566* 8$&- 565* 55$&- 55* 46$&- 4* H6$&- 6

VIS I COOL ER
2vc 4vc 7vc 9vc 11vc 20vc 30vc 1% 2% 0% 4% 11%

41% 41%

@PO CLA$$
5- @olu e Jise distri9ution 3iamond-@E* Gold- @;* il$er- 5H@* Bron%e- 4

GOD #EA8#"ED
1- Nu 9er o) outlet need glass order de and
God required- 4H5 2o required- 4=

.INDINGS
o E;P outlet from the sample of 4@6 outlets whi&h ha$e suffi&ient a&ti$ation elements but remaining 4=P outlets are not fully a&ti$ated( o "n our study it is re$ealed that ;EP from the sele&ted outlet follow the Brand Brder )BDB7-F* but remaining HEPare not following the brand order( o ;8P of $isited outlet* $isi &ooler are pure i(e( in $isi &ooler only the produ&t of )o&a &ola are pla&ed and H5P of outlets don<t keep $isi &ooler pure( o ;EP of $isi &ooler are at prime position where &onsumer &an see our produ&t and &hoose as per there need( o :HP outlets are &on$enien&e store* 55P are under the -,3 and remain under ;P are glossary shop( o =5P of outlets are ha$ing E$&* =5P of the total outlets ha$ing 8$&* =P outlets ha$e 55$&* and few outlets ha$e 4$& and 46$&( o @=P market &o$er under the sil$er &ategories where as remaining 4HP* 44P* 5P are under diamond* gold* bron%e respe&ti$ely( o 85P outlets don<t ha$e a suffi&ient number GB3 that they &an &reate sto&k pile a&&ording to the $isi &oolers pro$ided to them and 8P are those outlets whi&h ha$e suffi&ient number of GB3(

SUGGESTION

Ce must $isit all +-3 outlets where the a&ti$ation elements are missing and it must be a&ti$ated immediately(

Ce must $isit all those outlets and arrange the produ&t a&&ording to )BDB7-F where are produ&ts are not pla&ed in the $isi &ooler a&&ording to )BDB7-F(

All the M3 needs to $isit all the red outlets regularly to keep the $isi &ooler pure( Prime position of $isi &ooler enhan&es the $isibility of the produ&t whi&h help &onsumer to &hoose the produ&t and some times it influen&es the &ustomers to swit&h o$er from similar produ&t(

Ce should try the in&rease sell of outlets so that ma#imum outlets &on$ert into upgrade &lass( Ce need to put effort to in&rease the required number of GB3 as per the $isi &ooler si%e that they &an keep Hday sto&k to meet the demand(

C,a(ter 5
)on&lusion +e&ommendation

Conc#u&ion
)o&a-)ola is the leading soft drink brand in Patina region , most selling brand in the region is /humps 1p* prite and Maa%a( A&&ording to most of the outlet owners the produ&t whi&h is seen is sold i(e( I7o 3ikhta .ai Coh Bikta .aiI(

Prime position of 9isi-&ooler outside the outlet plays an important role in the sele&tion of the soft drink by &ustomer(

0ew a&ti$ation elements like /able /op* Glow hine Board* .angerJ +oad tand plays a ma'or role in in&reasing sell of the soft drink(

upply of produ&t as well as sto&k keeping unit is not up to the mark

Reco//en0ation
Ce &an sum the re&ommendations in brief as follows ! Aggressi$e Marketing +egular $isit to distributors ales promotion and ad$ertising to be made more frequent for brand building (

)ommuni&ations should be impro$ed( 0ulfill the 3emand of produ&t by &ompany ( "n the field<s sales situation( ales persons work independently and away from the offi&e ( Good &ommuni&ation requires intera&tion between those preparing and those re&ei$ing reports( A good sales reporting system pro$ides both for &ommuni&ation from the field to offi&e and form offi&e to the field( ales reports pro$ide data for e$aluating performan&e( )ompany should make plans for better performan&e to the sales man( )ompany should be implement the &ustomers suggestions and &omplaints about produ&ts* ser$i&e poli&ies* pri&e &hanges* ad$ertising &ompanies et&( )ompany should gather information of &ompetitor<s a&ti$ities( /ransportation &onfers time utility and pla&e utility to the produ&t( "t determines the &ompany<s &ustomer ser$i&eJ it has also &ru&ial bearing on the other elements of physi&al distribution and marketing(

)hapter :
-#e&uti$e summary Bibliography Anne#ure

E4ECUTIVE SUMMARB$er the last few years hundreds of &ompanies ha$e greatly impro$ed their performan&e ,the graph of growth through superior sales promotion ser$i&es( /oday many &ompanies are building on these foundations and are tuning their produ&ts in years( $ales Pro otion $ervices is groJing 9ecause= "n the fa&e of e$er in&reasing &ompetition in organi%ations feel it is important to build reliable , sustainable pro&esses with fo&us on strong relationships with &ustomers( ignifi&ant re$enue , profit gains &an be made from su&&essful A&ti$ities that impro$e effi&ien&y , help ser$e &ustomers better , faster( T,e di))erent distri9ution c,annels are as )olloJs=N 2- Eating E Drin;ing /- Convenience D- Grocer< ales Promotion oft drink segment into a formidable &ompetiti$e weapon( ales Promotion ser$i&es ha$e be&ome a sub'e&t of huge interest in re&ent

A&ti$ation is the key part of &o&a-&ola marketing strategy )ompany belie$es that soft drink sell is not a planned sell itGs a impulse buying* and a&ti$ation &reate impulse for buying 0or impro$ement of )o&a-&ola market* a proper resear&h work has done( ales Promotion ob'e&ti$es( )o&a-)ola has de$eloped a unique sales promotion strategy that offer a unique way to in&rease the sales of the soft drink( trategies are offering new , better ways of addressing industries

BIBILOGRAPH#e)erence=

Boo;s Marketing +esear&h Marketing Management +esear&h Methodology

Aut,ors !2aresh Malhotra !Philip Fotler !)( +( Fothari

We9sites = www(qui&kmba(&om www(india&om(&om www(yellowpages(&om www(&o&a-&olaindia(&om

ANNEH8#E
Auestionnaire Butlet /ype ! -,3 Gro&ery )on$enien&e

Butlet 2ame ! UUUUUUUU(((((((((((((((( Do&ation ! UUUUUUUUUU(( M3 2ameUUUUUUUUUUUU

5(

9isi &ooler si%eM a( =$& d( 55$&

b(

E$&

e(

46$&

&(

8$&

f(

H6$&

4(

9PB &lassM

a(

Bron%e

&(

il$er

b(

Gold

d(

3iamond

H(

Do&ation of GAM i( Prime a( Les

b(

2o

=(

Brand order a( Les

b(

2o

PurityM a( Les

b(

2o

@(

A&ti$ation element a$ailableM a( Les

b(

2o

;(

2umber of godM UUUUUUUUUUUUUUU

E(

Per day sellingM

UUUUUUUUUUUUUUUUUUUUUU(

:(

3o you agree that +-3 helps in >3e$eloping a better market by de$eloping an outlet?M

a(

Les

b( 2o

8( our )omment on +-3

UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

78