TABLE OF CONTENT

CHAPTER – 1 1-13
Company profile
Coca- cola in India
Company policy
Company values
CHAPTER – 2 14-49
The Hr Department at Coca-Cola
Recruitment
Training
Production department at coca-cola
Sales and distribution
Channel activation
Issues & Actions
CHAPTER – 3 50-55
Research methodology
Need of the study
Statement of the problem
Purpose and objective of the study
Limitation of the study
CHAPTER – 4 56-84
Data Analysis and Interpretation
CHAPTER – 5 85-88
Suggestions
Conclusion
Bibliography
QUESTIONNAIRE 89-90

0
CHAPTER – 1

1
 INTRODUCTION
COMPANY’S PRODUCT RANGE

2
COMPANY PROFILE

The Coca-Cola Company exists to benefit and refresh everyone it touches.

Founded in 1886, the Company is the world's leading manufacturer,

marketer, and distributor of nonalcoholic beverage concentrates and syrups,

used to produce nearly 400 beverage brands The corporate headquarters are

in Atlanta, with local operations in over 200 countries around the world.

BIRTH OF A REFRESHING IDEA

The product that has given the world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Dr. John Stith Pemberton, a local

pharmacist, produced the syrup for Coca-Cola®, and carried a jug of the

new product down the street to Jacobs' Pharmacy, where it was sampled,

pronounced "excellent" and placed on sale for five cents a glass as a soda

fountain drink. Carbonated water was teamed with the new syrup to produce

a drink that was at once "Delicious and Refreshing," a theme that continues

to echo today wherever Coca-Cola is enjoyed.

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Thinking that "the two Cs would look well in advertising," Dr. Pemberton's

partner and bookkeeper, Frank M. Robinson, suggested the name and

penned the now famous trademark "Coca-Cola" in his unique script. 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 oilcloth signs reading "Coca-Cola" appeared on store awnings,

with the suggestion "Drink" added to inform passersby that the new

beverage was for soda fountain refreshment. During the first year, sales

averaged a modest nine drinks per day.

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 Atlantan with great business acumen, Mr. Candler proceeded to

buy additional rights and acquire complete control.

4
COCA- COLA IN INDIA

After a 16-years absence, Coca-Cola returned to India in 1993. The

Company's presence in India was cemented in November that year in a deal

that gave Coca-Cola ownership of the nation's top soft-drink brands and

bottling network.

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

Coca-Cola is one of the country's top international investors

In 2003, Coca-Cola India pledged to invest a further US$100 million in its

operations

Coca-Cola business system directly employs approximately 6,000 local

people in India

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In India, they indirectly create employment for more than 125,000 people in

related industries through their vast procurement, supply and distribution

system

Virtually all the goods and services required to produce and market Coca-

Cola locally are made in India

The Coca-Cola system in India comprises 25 wholly-owned company-

owned bottling operations and another 24 franchisee-owned bottling

operations

A network of 21 contract-packers also manufactures a range of products for

the Company

The complexity of the Indian market is reflected in the distribution fleet,

which includes 10-tonne trucks, open-bay three-wheelers that can navigate

the narrow alleyways of Indian cities, and trademarked tricycles and

pushcarts

In early 2003, Coca-Cola India collected Advertiser of the Year and

Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media

campaign

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The Company ranking up "firsts" in the introduction of canned and PET soft

drinks, vending machines and backpack dispensers for crowds of cricket

supporters

COMPANY POLICY

The Coca-Cola Company exists to benefit and refresh everyone it

touches.

For them, Quality is more than just something we taste or see or measure. It

shows in their every action. They relentlessly strive to exceed the world's

ever-changing expectations because keeping their Quality promise in the

marketplace is their highest business objective and their enduring obligation.

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More than a billion times every day, consumers choose their brand of

refreshment because Coca-Cola is...

 The Symbol of Quality

 Customer and Consumer Satisfaction

 A Responsible Citizen of the World

COMPANY VALUES

The heart and soul of their enterprise have always been their people. Over

the past century, Coca-Cola people have led their success by living and

working with a consistent set of ideals. While the world and their business

will continue to change rapidly, respecting these ideals will continue to be

essential to their long-term success.

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Nothing is more important to their success than integrity. This begins with

insisting on absolute quality for every one of their products, and acting with

a strong sense of accountability in everything they do.

Coca-Cola people have always known that building and nurturing their

relationships with other people and the world around them is an essential

part of their work. No matter how big or complex their business becomes,

they must always demonstrate complete respect for each other.

A large part of their relationship with the world around them is their

relationship with the physical world. While they have always sought to be

sensitive to the environment, they must use their significant resources and

capabilities to provide active leadership on environmental issues,

particularly those relevant to their businesses.

As they have expanded over the decades, the company has benefited from

the various cultural insights and perspectives of the societies in which they

do business.

Much of their future success will depend on their ability to develop a

worldwide team that is rich in its diversity of thinking, perspectives,

backgrounds and culture. Coca-Cola is the world's most inclusive brand

and Coca-Cola must also be the world's most inclusive company.

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Quality Commitment

The secret ingredient

People love to speculate about the secret ingredient in Coca-Cola. Some say

it could be ferreted out by simple analytical chemistry. Others are sure they

taste a distinctive flavourbase. But most are simply delighted that it makes

Coca-Cola, the world‟s premier soft drink, taste so consistently delicious.

What‟s their secret? Well, one secret is locked safely away in a secured

vault. But another is just an arm‟s length away. It’s the consistent quality

of Coca-Cola. Wherever they do business, the Coca-Cola system adheres

not only to local and national laws for food processing and labeling, but also

to their own strict standards for exceptional quality. Everything they do,

from the selection of ingredients to the delivery of their finished products,

reflects their commitment to offering everyone the highest quality products

At The Coca-Cola Company, quality is more than just something they taste,

or see, or measure or manage. Quality shows itself in their every action; it

encompasses everything they do. From processing to packaging to pouring,

anything less than 100 percent quality is unacceptable. Their consumers

throughout the world deserve the highest quality beverages they can

produce, Every time.

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In every thing coke do from the selection of ingredients to the production of

beverages and their delivery to the marketplace, they use their specialized

quality management system. The Coca-Cola Quality System, to ensure that

they are offering consumers only the highest quality products. They monitor

their customers and consumer feedback and their in trade monitoring

programs, and this information enables them to continuously improve their

already demanding systems

The Coca-Cola system adheres not only to national laws on food processing

and labeling, but also to our own strict standards for exceptional quality

PROMOTION

Promotion has played an important role in the success of

products since first newspaper ad in 1886, which read “Coca-Cola

Delicious! Refreshing! Exhilarating! Invigorating!” The company uses

advertising to trigger desire as often and in as many ways as possible.

Throughout the years, slogans or coca-cola have been memorable. Here are

some highlights:

 2005-Piyo sir utha ke

 2003-Thanda matlab Coca-cola

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 2000-Coca-Cola Enjoy

 1993-Always Coca-Cola

 1990-Can‟t Beat the Real Thing

 1989-Can‟t Beat the Feeling

 1986-Red, White and You

 1982-Coke Is It

 1976-Coke Adds Life

 1971-I‟d Like to Buy the World a Coke

 1969-Its‟s the Real Thing

 1963-Things Go Better with Coke

 1959-Be Really Refreshed

 1944-Global High Sign

 1942-Its‟ the Real Thing

 1936-It‟s the Refreshing Thing to Do

 1929- The Pause That Refreshes.

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Brand Ambassadors:-

The leading brand ambassadors of coca-cola are:

AKSHAY KUMAR AISHWARYA RAI

AAMIR KHAN RANI MUKHERJEE

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CHAPTER – 2

14
 THE HR DEPARTMENT AT COCA-COLA

The HR Department at coca cola is segregated into different section. Though

these are not airtight compartments, they differ a bit in the kind of function

they handle. The central HR takes care of the administration part and other

function like recruitment, planning and so on, while the decentralized HR

caters to the needs of the employees at the Plant and helps Central HR gather

data regarding the same.

Function like performance appraisal is taken care of by HRD. Training is

carried out by a separate cell i.e. the Learning Centre. Nevertheless, this cell

seeks support from HRM and HRD for its functioning

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 HR FUNCTION

Some of the main functions of HR/ Administration and how they are carried

out at coca cola.

MANPOWER PLANNING & WORK BREAKDOWN

In order to ensure that cock cola gets the best manpower, and is able to

manage with the best least possible number of employees, each position and

job at coca cola across all departments and locations is broken down into

specific tasks in order that each is defined in proper manner. This removes

ambiguity and increase clarity besides giving the HR department the exact

number of person required to man the various operation or functions.

Every organizational system consists of departments, units and divisions.

Traditionally, these organizations are broken down into three separate levels.

The first level is the organizational at which decision making, policies,

procedures, firm structure, job design and other organizational decisions are

made. The second level is the business process level, where the various

departments within the business interface. The third level is the performer‟s

level, at which most work is accomplished.

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The work Break down Structure plays an importance role in carrying out job

responsibilities of each personnel and each position and will make the

performer as an active an efficient service provider and increases their

overall performance capacity and capability

OBJECTIVES:

POSITION:

While the term job is descriptive- it describes the activity in which the

person is likely to be engages, a specific point in the organization (in the

specific of hierarchy) is called the position. Position is evaluative i.e. it

describes the level, power authority, sanction, the person is carrying out of

the job assigned to him.

RESPONSIBILITY:

To perform the job, every person has been assigned position and his or her

role is defined. To perform the job efficiently and effectively the person

should be willing to take up responsibility. The responsibility is intended

17
with the job profile / job description of the person holding different position

in the department.

ROLE CLARITY:

Role is the largest concept in the area of relationship of individual and the

organization. Role is a position a person occupies as defines by expectations

form a significant person in the organization, including the person himself.

In the other words, a position becomes a role when defined by various

expectations from the position. Role may therefore keep changing from time

to time with changes in technology, challenges in the environment, people

and the competencies of the role holder.

WORK BREAKDOWN:

Work break down structure is prepared with an objective of analyzing the

activities of each functions carried out and quantified as per the rate i.e. the

frequency of each activities and the time taken to perform each job/activity.

This facilitates in understanding the requirement of manpower vis-à-vis the

existing manpower and knowing the key gaps. Based on it job description

and job qualification is prepared.

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BETTER SERVICES:

Work break down gives us a clear picture of the roles, responsibilities, job

description etc. which would help to select the right person at right time at

the right place. This in turn help the HR personnel to understand his role

better and thus give better services to the customer.

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 RECRUITMENT

Recruitment Policy:

Employees are most important assets of the company. It is necessary that

this asset must be properly selected, placed and retained. Recruitment is

therefore, endeavor to select right person for the right job at the right time.

The “recruitment policy” involves a commitment by the employer to find

and employ the best qualified persons for each job, to retain the best and the

most promosing of these hired, to offer opportunities for life time working

careers, and provide programmes and facilities for personnel growth on the

job. The new employee therefore should match the requirements and also

should have the potentials to grow in the organization.

Recruitment Objective:

 Selection of the best qualified person.

 Selection of physically, mentally & temperamentally competent

employees to achieve company‟s objective.

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Recruitment Principles:

1. Selection at all levels will be a merit.

2. Every effort will be made to promote growth from within.

3. To create opportunities for employees in new business.

4. Normally relatives of existing employees should not be offered

employment.

5. If an employee gets married to another at the same location, then one

of them is liable to change of assignment to avoid an conflict of

interest.

6. Locals are to be given preference.

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 TRAINING

COCA-COLA Strongly believes:

 Every person is unique and has unlimited potential.

 Potential can be harness to benefit organization and individual.

 Every person has weakness and limitation, but can be altered to

“strength” through training.

Steps in Training Programme:

Training programmes is a costly affair, and time consuming process.

Therefore, they need to be drafted carefully. Coca-cola undertakes some

specific steps in training programmes which can br summarized as follows:

1. Task analysis / identification of training needs.

2. Designing of training programme.

3. Preparing lesson plans.

4. Imparting training.

5. Validation (knowledge and performance test).

6. On the job training.

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Thus coca-cola has its own effective training procedure for imparting to its

employees. Various training techniques like class room training, interactive

video training, lecture, conference, programme instruction and on the jog

training are used at coa-cola.

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PRODUCTION DEPARTMENT AT COCA-COLA.

INGREDIENT DELIVERY

Sweetener

Team of professionals, work on selecting, auditing,

sampling, testing, approving and then authorizing the

sugar suppliers and the list of such authorized suppliers

with approved sugar lots and along with the certificate of

analysis are sent across to all the bottling unit for

procurement.

Secret Formula

Created in special concentrate plants, it's delievered,

held and used under strict controls to maintain its

integrity and security. Each unit of concentrate is

specially identifiable to allow the "history" of each

component to be researched at any stage of production,

storage or use.

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 CO2 Formula

When delivered to the plant, carbon dioxide, or CO2,

comes in cylinders for easy delivery and storage. But

what is it? In essence, it's a colorless and odorless gas

that provides the "fizz" for our beverages. But it's also a

by-product of our breathing and used by plants and trees

to produce oxygen.

Water

Since water is a key component to all our beverages, its

quality is critical. And, since public water quality varies

around the world, each plant further treats the water it

uses. This means that before water is added to any of our

beverages, it's rigorously filtered and cleansed. We then

continuously sample the water to ensure it meet our

standards.

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 Materials

Ingradients are not the only things delievered to the

plant. Other materials such as bottles, cans, labels and

packaging are also delievered. Our plants in India use

refillable bottles, CANS, PET etc. in the Production

Process, When bottles and cans are delievered to the

plant, they are carefully inspected to ensure that they

meet our exacting standards. Once these have passed

initial inspection, they move on to be washed and/or

rinsed

WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and

rinsed before being filled. While this sound simple, the

actual steps can differ by bottling plant. In india, our

plants, use refillable glass, cans or PET bottles. To

ensure they meet our cleanliness standard, bottles are

first hit with prerinse jets which remove any dirt or

debris. They are then soaked in a high-temperature deep

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cleaning solution that removes any remaining dirt and

sanitizes them. The bottles then move to the

"hydrowash" where they are washed agaian with a deep

cleaning pressure-spray.

MIXING AND BLENDING

H2O and Sugar

Mixing and blending begins with the steps of mixing

pure water with refined sugar, which creates a simple

syrup. The syrup is then measured for the correct

amount of sugar.

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Secret Formula

Our secret formula is... still secret! That's right, the

secret formula remains a mystery to the millions of

people in nearly 200 countries who enjoys our refreshing

beverages everyday. Even though we can't tell you the

secret, you can be sure that "LIFE TASTES GOOD"

with Coca-Cola.

H20 and Syrup

With the syrup nearing its final state, we mix it with

pure water, creating the finished uncarbonated beverage.

However, the water and syrup must be mixed in right

ratio. This is done by the beverage proportioning

eqipment. It accurately measures the correct ratio for

each and sends this mixture to the carbonator.

CO2 Adding

Adding CO2 or carbon dioxide gas, is the final touch that

carbonates the beverages. Carbon dioxide not only gives

our beverages their effervescent zest, but it also adds to

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the distinctive and familiar taste everyone has come to

expect from our beverages.

FILLING

Once all the ingredients have been mixed and blended

and the bottles have been cleaned and sanitized, we're

ready to start filling. This is a surprisingly complex

process requiring precision at each steps. To begin with,

bottles must be carefully timed as they move to the filler

- synchronization is key. Once at the filler, bottles are

either held securely in place by flexible grippers or

precisely placed under filling valves by centering

devices. Before the bottles can be filled, the inside of the

bottles must be pressurized. This allows for the force of

gravity itself to draw the beverage into the bottle - a

process that ensures the smooth flow of liquid, with little

to no foaming.

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 CAPPING

Once filled, bottles are then capped. We use different

caps for different bottles - glass bottles are usually

topped with a metal crown while "PET BOTTLES" are

topped with a plastic screw-top. Each cap type then

moves through different parts of the machine, which

ensures each cap stays scratch free and is in the right

position to be precisely placed on the bottle. As quality

and freshness are key, we use a "no closure" detector

during the capping process and a "go-no-go gauge" or

"torque meter" after the bottles have been capped. The

"no-closure" detector checks if a screw top or crowns

has been placed on bottle. The process actually stops if

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the detector doesn't find a closure. The "go-no-go

gauge" checks for the proper crown crimp and the

"torque meter" checks to make sure the screw-top is

good and tight. If the bottle cap isn't just right, the

beverages can become flat or be affected in other ways.

If this happens, the bottle is discarded.

LABELING

Once the bottles have been filled and capped, they move

on to be labeled. A special machine dispenses labels

from large rollers, cuts them and place on the bottles.

For special labels such as commemorative bottles for

football championships, the labels are sent to the

bottling plants for approval, then used for packaging.

Depending on the occasion, some of these special bottles

31
will go only to the specific locations. For example, a

national football championship bottle will be sent only

to the hometown or state of the championship team.

INSPECTION

We inspect bottles at many points during

the process. With refillable bottles, it

happens they are first brought into the

plant. They are also inspected after they

are washed and again after they are filled.

Inspectors look for external bottle

imperfections and make sure each bottle

has the right amount of beverages. Even

after filling, each plant samples bottles for

analysis in its lab to ensure quality is up to

standards.

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PACKAGING

Once our filled beverages have passed final

inspection, they are ready to be packaged for

delivery. Generally, packing can refer to everything

from the unique "BOTTLE" and "CAN" designs, to

label designs, to cardboard boxes and containers, to

plastic rings.

Because the needs and tastes of our consumers are so

diverse, the packaging varies depending on where the

beverages are being sent.

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WAREHOUSING & DELIVERY

In order to make sure the freshest beverages possible get

to you, each warehouse must efficiently manage the

thousands of beverages cases produced each day.

Beverage organization is key, though it's the bottle and

can coding that allow for the necessary precision. From

the warehouse, we load beverages onto our distinctive

trucks. Night and day, our trucks are delivering our

refreshing beverages to stores, soda fountains, and

vending machines near you.

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 IN – PLANT

Warehousing and Transport Policy

Corporate logistic of coca-cola

All distributor center and product warehouse are required to follow

product storage:

1. Store product in shade, away from sunlight.

2. Store and handle the product so as to maintain its integrity.

3. Keep full goods in clean, ventilated, rodent and vermin free

warehouse.

4. Spraying of any pesticides on product or pallets is strictly

prohibited.

5. Always follow „FIRST EXPIRED FIRST OUT‟ (F.E.F.O) and

„Dispatch – out – date (D.O.D). In plant Dispatch-out-date (IDOD)

while storing and dispatching the product.

6. Dispatch and receive finished product only in clean and vermin

free vehicle, rack vehicle to be loaded and covered in a manner to

provide P.E.T products maximum shade.

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BOTTLING

 In flavors only 200 ml and 300 ml is manufactured and filled

along with 300 ml Kinley soda in Aurangabad.

 P.E.T, Diet Coke, all cans, kinley soda 200 ml, all come

from pune or sometimes from Nashik plant.

 Maaza comes from Wada thane district, as the alphanso

product of konkan region is utilized for its manufacturing.

36
 SALES AND DISTRIBUTION

ROUTE RIDING:

This was the first phase of my assignment were I have to do route

riding for all the distributors in Aurangabad city. They are:

 CHHABDA

 KRUSHNA

 HIND

 JAY

 GULATHI

 AAKASH

The day starts with the distributors place with some objective like:

 House keeping of the distributor.

 Stock out of the day

 Look out that all the brands of the company is loaded in the vehicle.

 Should be aware of, from were the route starts and were it ends.

 During the route it has to be seen that all the outlets in the route has to

be visited.

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OBJECTIVE DURING ROUTE RIDING

 Increase Sale

 Check POS/Signs available.

 POS visible and in good condition.

 Display of empty crates outside outlet, minimum of two crates

required to be displayed outside the outlet.

 Cooler purity

1. Cooler must be in working condition

2. Cooler must have neat visible decals or some form of company

signage.

3. Cooler must be visible to customers in shop. It should be seen

from the entrance of the store.

4. Cooler must be pure with the company‟s brand.

 Brand pack availability, means all the brands are available in the

store.

 Warm product display of RGB and PET brands, means the display

should be such that it should be visible to the customer.

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 Cooler top display of product.

 Rack purity means the rack which is given to the stores should be

pure, visible and merchandised.

 Schemes if any for that day should be properly conveyed to the stores

owner so that they can purchase more than their ability for that day,

and also with a view that if the stock is full in the store no other

competitor will able to penetrate in that store.

 Management of frequency of the vehicle should be there to avoid lack

of availability in any store. For example if the vehicle is visiting twice

a week say Monday and Friday, and till Wednesday the store is in the

need of the product then the frequency of the vehicle should be

increased.

 For display inside the store company provide some gifts, it has to be

seen that they get their gifts at time and they should also make it sure

that the display is at the right place.

 When the stock is given to the stores it has to be seen that the crates

should be in the position of T + 3. That means with thums up there

should be three other brands. This is done with a view that all the

brand should be available in the store and the weak brand should be

pushed.

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 During the route it has to be seen that which other outlets could be

activated.One has to write down the outlet name, owner name, contact

no, area and other information related with the outlet.

 For giving visi-cooler to new outlet it has to be seen that their sale is

more that two crates in off-season and more than four in season.

 The day ends with the stock in of the day, and to analyze the sale of

the day.

 The stock out/in format used is attached with the hard copy report.

EVERY DEALER SURVEY

This was my second phase of assignment were I have to cover

all the outlet type in an assigned area. The format is attached with the

hardcopy report. Here the name of all the outlet in that area along with

the owners name contact no. and other information has to be gathered for

further activation.

Outlet Type to be covered: CHANNELS

1. Grocery/Kirana

2. Dept Stores

3. Super markets

4. Restaurant

5. Hotels

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 6. Bar

7. Chemist

8. Bakery

9. STD

10. Sweet Mart

11. Theatre

12. Canteen/Education

13. Pan Bidi store

14. Others

OBJECTIVE OF E.D.S

 To know all the outlets in a given area or under that dealer.

 To know the outlets belong to which channel.

 To further communicate with the outlet owner with hope to activate

the store.

 Through E.D.S., we can also get to know whether the outlet is

seasonal or it is permanent, takes our product throughout the year.

 Availability Status of the company‟s product.

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AVAILABILITY ANALYSIS OF DISTRIBUTOR

This was my third phase of assignment were I was assigned one

distributor named HIND ENTERPRISES of Aurangabad. Whose area was

 T.V. CENTER

 HUDCO

 ROSHAN GATE

 BAIJIPURA

 KAILASH NAGAR

 SHAHGANJ

 N-11

 KIRADPURA

The work I was assigned to do are:

 Increase sale

 Availability status.

 Cooler and rack purity

 Warm and Empty Display.

 Conveying schemes to outlets.

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 Plan out frequency of the vehicle so that all the outlets should be

given proper visit.

 Checking of out side signage.

 Checking of Combo-Tran slide Board.

 Checking of Sun Pack Boards.

 Checking of Visi coolers and visi dycles.

 Rack display and Header.

 Printing of Menu cards.

 Banners and POP material.

After completing my routes In HIND ENTERPRISES I made the final

availability report which is mentioned below. As the area is basically

GREEN AREA due to Muslim majority the sale of SPRITE was very

high compared to other areas. Thumsup was running as smoothly as

in any area. Rest brand was also doing well except coke. Then I

decided to give coke in all the crates which was ordered from the

outlet. Initially I was not getting good response but latter on I was able

to push coke brand to some extent.

The report is analyzed below:

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CHANNEL ACTIVATION

The type of channel which we were assigned to activate were:

 Medical/Chemist

 Petrol pump ( Club – HP, Reliance )

I did a medical outlet survey in the assigned area; this was mainly done

with a view to push our MAAZA brand as it is suitable for medical kind

of outlets. Many were ready and in the process I activated some of them.

For petrol pump activation we surveyed all the CLUB-HP and

RELIANCE petrol pump of Aurangabad. We had talk with the

concerned people and we informed this to our sales and marketing

executive for the latter talks.

44
 Michael Porters Five Force Analysis

Threats from Substitutes

Fruit Juices
Water
Others Cold Beverages

Bargaining Power of Bargaining power

Suppliers Existing Competitors of
Buyers
The bargaining power Pepsi
of suppliers is very The bargaining
low. As the coca cola R C Cola power of buyers is
company have very high due to the
developed captive Parle presence of various
suppliers & entered brands and also the
into a contract. So the Other Local Brands unorganized sector.
company is not at the This gives the buyer
mercy of the a wide variety of
suppliers. brands to choose
from. There is
additional pressure
from buyer to
introduce schemes
and reduction in cost.
Threats from New Entrants

As there is no report of any new company entering the

Beverage market.

45
Project title: Availability Check

Objective

1. To checking the availability of Coca Cola product as well as

Competitors Product in the market.

2. To checking the Effectiveness of Coca Cola‟s Distributors.

3. To find Pack wise & Brand wise availability of Coca Cola India(CCI)

& Pepsi Cola India (PCI) products

4. To identifying the main Channel of sales for company‟s products i.e.

from eating & drinking & Grocery & others.

5. To find the Availability of Advertising materials such as Display

Board, Point Of Sales & Wall Paintings.

Sample Unit

The sample unit consists of all the type of outlets such as Eating & Drinking

spots, Grocery Shops, Bakery, Sweet marts and others.

46
Source of information

 Information collected from outlets

Process

 Formulated data collection format for outlets.

 Then planning the route to be covered and deciding on the ratio of

channels of distribution to be covered in that route.

 Personally visiting the outlets & checking the availability of Coca

Cola‟s product and its competitors.

Facts

Total Outlets Covered 850

Total Routes Covered 15

Availability criteria for RGB Minimum 5 bottles

Availability criteria for PET Minimum 3 bottles

47
 Issues & Actions

Issues – Closure of some of the Distribution centers of the company in the

city thereby leading to non – delivery of goods & affecting availability.

Action- While appointing the Distributor, company should look on the

infrastructure, policies and procedures adopted by distributors. The company

should take a long them view while appointing new distributors, or should

sign a bond for a minimum continual period.

Issues – Irregular supply of brand such as Maaza & Fanta distributors

thereby not delivering on right time & in sufficient quantity.

Action – Production capacity should be increased, to meet forecasted sales

target for the season & there should be sufficient safety stock to meet urgent

demands in the market.

Issues - Different policies adopted by Distributors regarding giving credit to

the customers & regarding picking up empty bottles from the market,

leading to loss in sales and thereby affecting availability.

48
Action - There should be uniform policy defined for all the Distributors

regarding amount of credit they can give to their customers and about

accepting competitor‟s empty bottles.

Issues – Personal conflict of Route Agent with the customers thereby

leading to non-delivery of goods to them.

Action – Sales Executive should take a regular feed back from customers

regarding the behavior of Route Agent & should take stringent measures to

build strong relationship with the customers.

Issues – There is no proper Route Coverage Plan thereby may lead to non-

delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route

showing the location & name of the outlet to be covered & it should be

given to Route Agents so that no outlet get left on the route while delivering

goods.

49
CHAPTER – 3

50
TITLE OF THE STUDY:

“A STUDY ON SALES AND DISTRIBUTION CHANNEL AT

COCA-COLA”

NEED OF THE STUDY:

The study was mainly conducted to identify distribution channel Strategy of

Coca-cola.

STATEMENT OF THE PROBLEM:

The study was conducted to know the problems faced by the retailers and

distributors and their perception towards the company and the customer‟s

perception towards the Coca-cola.

51
 PURPOSE AND OBJECTIVE OF THE STUDY

The objective of the study was:

 To know sales & distribution channel Strategy of Coca-cola.
 To know the importance of Sales & Distribution channel strategy in
Positioning of the product.
 TO know the Coca-cola planning towards the distribution channel
strategy.
 How strong relationship Coca-cola has with the distributors and
retailers.
 Perception of consumer towards the Coca-cola product.
 Perception of retailers towards the distribution channel of the Coca-

cola.

STUDY DESIGN:

“A study design is the arrangement of the condition for the collection and

analysis of data in a manner which helps the purpose of the study.” As the

study was made on the distribution channel of PepsiCo and such documents

being considered confidential, the questionnaire method of surveying the

distributer was adopted and separate questionnaire was prepared for the

customers and retailers. Each question has 2-4 options, giving sufficient

options to the respondents. On the bases of the answers to these questions,

the findings are analyzed.

52
 RESEARCH METHODOLOGY:

Method of research- Description research was used.

Tools used for data collection: A questionnaire was structured together the

primary Information.

SOURCES OF DATA COLLECTION:

The data has been collected from both primary and secondary methods have

been used.

Primary data- It was collected by surveying the distributers of PepsiCo

and Retailers and randomly to the customers going to retailers.

Secondary data- it was collected from,

• General library research source like marketing book.

• Advertising journals like magazines and newspaper.

• Internet: PepsiCo website, wiki

Structured questionnaire: Structured questionnaire is a printed list of

questions to be filled by the respondents. The structured questions are being

53
made as short as possible and simple to understand. The questionnaire is

designed such that it helps to elicit the accurate information.

TOOLS AND TECHNIQUES:

The first hand information was collected by interviewing the Distributor

regarding the

Strategies followed by the company for distribution channel. A

questionnaire was formulated and circulated to the retailers and customers.

Hence the survey method is the tool used here for data collection.

SAMPLING DESIGN:

• Sample unit: Distributers of PepsiCo, Retailers and customers

• Sample size: 100 respondents

• Sampling technique: Random sampling

• Sampling method: Probability sampling

54
PLAN OF ANALYSIS:

The questionnaires were tabulated using tally method. The tabulated data

was analyzed and inferences were drawn. The tabulated data has been

depicted in the form of a graph. The promoters of different brands working

there were not taken for sample size.

LIMITATION OF THE STUDY:

• Biased- The study was purely based on the information provided by the

respondents and they may be biased.

• Time constraint- The study was conducted in a short period of time and

a detailed

study was not possible.

• Cost constraint- This being a academic study suffers from cost

constraint.

• Area constraint- The area of study is limited to only Bareilly city.

• Sample constraint- The sample size was not large enough as planned,

as the time factor was the key limitation in the study.

• Confidential constraint- Due to confidential constraint certain

information, not all details could be obtained.

55
56
CHAPTER – 4

57
 DATA ANALYSIS AND INTERPRETATION

TABLE 1.

Q.1. Coca-cola have good distributions channel?

TABLE SHOWING WHAT RESPONDENT THINKS ABOUT COCA-

COLA DISTRIBUTION CHANNEL.

Sl No. Particulars No of Respondent Percentage

1 Strong Agree 32 32

2 Agree 43 43

3 Can‟t Say 05 05

4 Disagree 20 20

Total 100 100

ANALYSIS:

From above table it can be observed that it can be observed that 43% of the

respondent believe that Coca-cola has good distribution channel and 32 % of

the retailer and distributer strongly agree that company has best distribution

channel while 20% disagree that Coca-cola don‟t have good distribution

channel and 5% of them can‟t say.

58
GRAPH: 1

SHOWING WHAT RESPONDENT THINKS ABOUT COCA-COLA

DISTRIBUTION CHANNEL

Strong Agree Agree Can't say Disagree

20%
32%
5%

43%

INTERPRETATION: The data shows that company have good distribution

channel but should focus more on their distribution channel and try to

convert customer in strongly agree respondent by providing them better

services and schemes.

59
TABLE 2.

Q.2. Distribution channel has an important role in positioning of the

product?

TABLE SHOWING DOES DISTRIBUTION CHANNEL

IMPORTANT FOR POSITIONING THE PRODUCT

Sl No. Particulars No of Respondent Percentage

1 Strong Agree 30 30

2 Agree 45 45

3 Can‟t Say 05 5

4 Disagree 08 20

Total 100 100

ANALYSIS:

From above table it can be observed that 45% of the respondent agree that

Distribution channel plays an important role in building the positioning of

the company and 30% strongly support that While 20% doesn‟t agree with

the statement while 5% chooses can‟t say.

60
GRAPH: 2

SHOWING DOES DISTRIBUTION CHANNEL IMPORTANT FOR

POSITIONING THE PRODUCT

Strong Agree Agree Can't say Disagree

20%
30%

5%

45%

INTERPRETATION: It shows that our objective is fulfilled by this

research and we can say that if we have to promote our product then we

should have strong distribution channel. Most of the retailer and distributer

support the statement that means if distribution channel is improved more it

will help in the positioning of the company.

61
TABLE 3.

Q.3. you being provided the V.C coolers by the company?

TABLE SHOWING THAT RETAILERS ARE PROVIDED THE V.C

COOLERS OR NOT.

Sl No. Particulars No of Respondent Percentage

1 Yes 70 70

2 No 30 30

Total 100 100

ANALYSIS:

From above table it can be observed that 70% are saying that they are

getting V.C. coolers from the company side to keep their product but 30 %

are saying that they are not getting any V.C coolers from the company.

62
GRAPH 3:

SHOWING THAT RETAILERS ARE PROVIDED THE V.C

COOLERS OR NOT.

Yes No

30%

70%

INTERPRETATION:

It means company is not focusing on all retailers that major concerns for the

organization. Most of the retailers having the V.C coolers which is given by

the company but some of them don‟t have because they are smaller retails

where sales are very less, also some of the retailers puts different brands into

the same V.C coolers by which also they loss their V.C coolers.

63
TABLE: 4

Q.4. Coca-cola has good relationship with the distributors/retailers?

TABLE SHOWING THE RELATIONSHIP OF THE COMPANY

WITH THE DISTRIBUTORS AND RETAILORS

Sl No. Particulars No of Respondent Percentage

1 Strong Agree 32 32

2 Agree 43 43

3 Can‟t Say 05 5

4 Disagree 20 20

Total 100 100

ANALYSIS: From above table it can be observed that 43% of the retailer

and distributor Agrees that Coca-cola has a good relation with them and

32% strongly support the statement while 20% of the retailer and

distribution was against the statement means they said Coca-cola doesn‟t

having good relation with them.

64
GRAPH 4:

SHOWING THE RELATIONSHIP OF THE COMPANY WITH THE

RESPONDENT

Strong Agree Agree Can't say Disagree

20%
32%

5%

43%

INTERPRETATION: It shows that company should thing that how can

they maintain better relationship with every retailers and distributors.

65
TABLE 5:

Q.5. Perception of retailers/distributors towards the Coca-cola‟s Distribution

Channel?

TABLE SHOWS THE PERCEPTION OF RETAILERS /

DISTRIBUTORS TOWARDS THE COCA-COLA’S DISTRIBUTION

CHANNEL

Sl No. Particulars No of Respondent Percentage

1 Excellent 27 27

2 Good 55 55

3 Bad 13 13

4 Worst 05 05

Total 100 100

ANALYSIS: From above table it can be observed out of 100 % respondent

only 27% are saying that Coca-cola have excellent distribution channel and

5% are saying that Coca-cola have worst distribution and 13% of them says

it has bad distribution channel but 55 % are saying that Coca-cola have good

distribution channel.

66
GRAPH 5:

SHOWS THE PERCEPTION OF RETAILERS / DISTRIBUTORS

TOWARDS THE COCA-COLA’S DISTRIBUTION CHANNEL

Excellent Good Bad Worst

5%
13%
27%

55%

INTERPRETATION: Here area of concern that how company can make

happy those respondent who are thinking that Coca-cola have worst/bad

Distribution channel and how can company develop good distribution

channel and change the perception of retailers and distributors.

67
TABLE 6:

Q.6. How much time, Company takes to make reach the product at retailer

shop?

TABLE SHOWS IN HOW MUCH TIME RETAILER SHOP GET

THEIR PRODUCTS

Sl No. Particulars No of Respondent Percentage

1 One day 46 46

2 Three Day 37 37

3 One Week 17 17

4 One Month 00 00

Total 100 100

ANALYSIS: From above table it can be observed out of 100 % respondent

only 46% of retailers get their stock in one day and 37% of the respondent

gets their stock in 3 days while only 17% of the respondent gets their stock

in 01 week.

68
GRAPH 6:

SHOWS IN HOW MUCH TIME RETAILER SHOP GET THEIR

PRODUCTS

One Day Three Day OneWeek One Month

0%

17%

46%

37%

INTERPRETATION: Here area of concern that how company can make

happy those respondent who don‟t receive their stock in time. They should

provide all the retailers on time stock which help to make good distribution

channel and well as build the positioning of the company.

69
TABLE 7:

Q.7. If better scheme is given then replace with coke"

TABLE SHOWS THAT IF BEETER SCHEME IS PROVIDED BY

COKE TO THE DISTRIBUTER OF COCA-COLA CAN THEY

SWITCH

Sl No. Particulars No of Respondent Percentage

1 Strong Agree 30 30

2 Agree 40 40

3 Can‟t Say 20 20

4 Disagree 10 10

Total 100 100

ANALYSIS: From above table it can be observed that 40% of the

respondent (distributors) Agrees that they can switch over coke if better

scheme is provide to them and 30% are strongly agree to switch over coke

while 20% can‟t able to decide but 10% of distributer are loyal to their

company they don‟t want to switch over the Company.

70
GRAPH 7:

THAT IF BEETER SCHEME IS PROVIDED BY COKE TO THE

DISTRIBUTER OF COCA-COLA CAN THEY SWITCH

Strong Agree Agree Can't say Disagree

10%
30%
20%

40%

INTERPRETATION: It shows that if company has to maintain good

relationship with retailers and distributors then company will be focus on

better services and schemes otherwise they are ready to switch over the

company.

71
TABLE 8:

Q.8. You are having logistics facility of company or own?

TABLE SHOWS THE STATUS OF THE LOGISTIC FACILITY

Sl No. Particulars No of Respondent Percentage

1 Own 70 70

2 Company 30 30

Total 100 100

ANALYSIS:

From above table it can be observed that 70% of the respondent (distributer)

having their own logistics so that they can keep some stock with them while

30% of the respondent don‟t have their own logistic they depends on

company logistics.

72
GRAPH 8:

SHOWS THE STATUS OF THE LOGISTIC FACILITY

Own Company

30%

70%

INTERPRETATION:

Most of the respondents having their own logistics which is good for both

the company and retailers or customers because retailer can easily got the

stock by their distributers and can fulfill the customers wants but if

distributers don‟t have their own logistics then it takes time to reach the

products to the retailer.

73
TABLE 9:

Q.9. Does Logistic Facility affects the Distribution Channel?

TABLE SHOWS THERE IS AN AFFECT OF LOGISTIC FACILITY

ON DISTRIBUTION CHANNEL

Sl No. Particulars No of Respondent Percentage

1 Strong Agree 30 30

2 Agree 60 60

3 Can‟t Say 10 10

4 Disagree 00 00

Total 100 100

ANALYSIS: From above table it can be observed that 60% of the

respondent (distributor) Agrees that logistic facility affects the distribution

channel and 30% strongly supports the statement while 10% of the

respondent is against the statement means they said Coca-cola doesn‟t

having good relation with them while there is no respondent disagree that

logistic facility affects distribution channel.

74
GRAPH 9:

TABLE SHOWS THERE IS AN AFFECT OF LOGISTIC FACILITY

ON DISTRIBUTION CHANNEL

Strong Agree Agree Can't say Disagree

0%

10%
30%

60%

INTERPRETATION: It shows that Company and the distributor must

have best logistic facility to deliver the stock and maintain a good

relationship with retailers.

75
TABLE 10:

Q.10. Perception of respondent towards the Coca-cola Distribution channel

if V.C coolers provided by the company.

TABLE SHOWS THE PERCEPTION OF RESPONDENT TOWARDS

COCA-COLA IF V.C COOLERS IS PROVIDED BY THE COMPANY

Sl No. Particulars No of Respondent Percentage

1 Excellent 37 37

2 Good 58 58

3 Bad 05 05

4 Worst 00 00

Total 100 100

ANALYSIS: From the above table it can be observed that 58% of the

respondent (retailer and distributor) says that it is good if company provides

them the V.C Coolers and 37% of them says it‟s excellent if they got the

V.C coolers by the company while 5% of the respondent says its bad but

says it worst.

76
GRAPH 10:

SHOWS THE PERCEPTION OF RESPONDENT TOWARDS COCA-

COLA IF V.C COOLERS IS PROVIDED BY THE COMPANY

Excellent Good Bad Worst

0%
5%

37%

58%

INTERPRETATION: Coca-cola have good distribution channel because

they are giving V.C coolers to the retailers, they should provide the V.C

Coolers to the entire retailer so that it help to attract the customers as well

building the brand positioning.

77
TABLE 11:

Q.11. How many times you go for soft drink in a week?

TABLE SHOWS THE NUMBER OF TIMES CUSTOMER VISITING

RETAILER FOR SOFT DRINK IN A WEEK

Sl No. Particulars No of Respondent Percentage

1 One 10 10

2 Two - Three 25 25

3 Three - Five 53 53

4 More than Five 12 12

Total 100 100

ANALYSIS: If we see the table then we find that out of 100%respondent,

only 53% respondent are going 3-5 times for soft drink in a week and 25%

respondent are saying that they are going 2-3 times in a week while 10% of

them goes only once in a week and more there are 12 % of customers who

goes more than 5 times in a week.

78
GRAPH 11:

SHOWS THE NUMBER OF TIMES CUSTOMER VISITING

RETAILER FOR SOFT DRINK IN A WEEK

One One to Three Three to Five More than Five

12% 10%

25%

53%

INTERPRETATION: Here we find that walk-in of the customer is more to

the retailers shop means large number of soft drinks is selling in the market.

79
TABLE 12:

Q.12. Which brand‟s soft drink you usually drink?

TABLE SHOWS THAT WHICH BRAND IS PREFERRED MORE

Sl No. Particulars No of Respondent Percentage

1 Coca-cola 42 42

2 Coke 33 33

4 Others 25 25

Total 100 100

ANALYSIS:

If we see the chart then we find that out of 100%respondent, 42%

respondent prefers Coca-cola while 33% respondent prefers Coke and rest

25% respondent prefer others.

80
GRAPH 12:

SHOWS THAT WHICH BRAND IS PREFERRED MORE

Pepsico Coke Others

25%

42%

33%

INTERPRETATION:

In this we find that after having different products in Coca-cola, it can‟t able

to capture the market in larger market. Their competitors are giving tuff

competition to their Company.

81
TABLE 13:

Q.13. Do you get easily your demanded brand in the market?

TABLE SHOWS DO THE CUSTOMER EASILY GETS THEIR

PREFERRED BRAND IN THE MARKET

Sl No. Particulars No of Respondent Percentage

1 Yes 87 87

2 No 13 13

Total 100 100

ANALYSIS:

From the above table we find that out of 100%respondent, only 87%

respondent are agree to say whatever brand they demanded they are easily

get that but 13% respondent are saying that they are not getting the

demanded brand, it is major concern that why these respondent are not able

to get their demanded brand.

82
GRAPH 13:

TABLE SHOWS DO THE CUSTOMER EASILY GETS THEIR

PREFERRED BRAND IN THE MARKET

Yes No

13%

87%

INTERPRETATION:

It proves that Coca-cola is having a good distribution Channel because

customers are find to find out their desired product in the retailer shop.

83
TABLE 14:

Q.14. Why you prefer this brand?

TABLE SHOWS THE FACTOR FOR CHOOSING BRAND

Sl No. Particulars No of Respondent Percentage

1 Availability 18 18

2 Advertisement 38 38

3 Taste 42 42

4 Others 02 02

Total 100 100

ANALYSIS:

From the above table we can find that 42% respondent prefer the brand

because its taste while 38% of the respondent prefers this brand because of

its Advertisements while 18% prefers because of Availability while 2% go

for others things.

84
GRAPH 14:

SHOWS THE FACTOR FOR CHOOSING BRAND

Availability Advertisement Taste Others

3%
18%

44%

35%

INTERPRETATION: This proves what a customer prefers to choose the

brand, advertisement also plays a major role in attracting the customer and

the taste. Most of the respondent like the of its carbonated fizz so Coca-cola

should make their product more fizzy.

85
CHAPTER – 5

86
 Suggestions

Issues – Irregular supply of brand such as LIMCA & COCA-COLA

distributors thereby not delivering on right time & in sufficient quantity.

Action – Production capacity should be increased, to meet forecasted sales

target for the season & there should be sufficient safety stock to meet urgent

demands in the market.

Issues – There is no proper Route Coverage Plan for some distributor

thereby may lead to non-delivery of goods to certain outlets.

Action – There should be proper Route Coverage Plan for each route

showing the location & name of the outlet to be covered & it should be

given to sales man so that no outlet get left on the route while delivering

goods.

Issues – Brands like coke and limca do not have a good hold in the

market, so their sale graph is low.

Action – Sales man should see that all the brand should be given in

the outlets, with the strong brands these weaker brands should be

pushed to have all the brands availability.

87
 Conclusion

For an MBA student a learning combination of theory and practice is

an invaluable asset, as this helps in understanding the core principles

by way of first hand experiences. This summer training is a stepping-

stone, which will groom me for my future in the corporate world.

Summer training helped me to understand all the functions, which is

going in the company, this training also helped me to understand the

managerial skills which we studied theoretically.

It helped me to understand and know the exact mechanism of

working of the various departments.

It gave the idea about the exact work done by the Managers and also

about the vocation they do in contemporary.

Thus summer training gave me a practical touch and useful to clear

out practical concept and gave a right direction to my mind.

88
 BIBLIOGRAPHY

 www.coca-colaindia.com

 Personal Departments.

 Company Manuals.

 Live reports when on project.1

 Information collected from distributors and company officials.

89
 QUESTIONNAIRE

Name of Retailer/Distributors _______________________

Address __________________________________

Phone no ___________________________________

1. Coca-cola have good distributions channel?

a. Strongly agree b. Agree c. Can‟t say d. strongly disagree e. Disagree

2. Distribution channel has an important role in positioning of the product?

a. Strongly agree b. Agree c. Can‟t say d. strongly disagree e. Disagree

3. How much time, Company takes to make reach the product at retailer shop?

a. One day b. 3 day c. One week 4. One month.

4. You are having logistics facility of company or own?

a. own b. Company

5. Are you being provided the v.c.coolors by the company?

a. yes b. no

6. PepsiCo has good relationship with the distributors/retailers?

a. Strongly agree b. Agree c. Can‟t say d. strongly disagree e. Disagree

7. Perception of retailers/distributors towards the Coca-cola Distribution Channel?

a. Excellent b. good c. bad d. worst

90
8. Are you happy with services provided by the distributors/ Coca-cola?

a. yes b. no

9. Is there any govt. interference?

a. yes b. no

10. Are you satisfied with distribution policy of the PepsiCo? If chance given to you
replace with coke

a. Yes b. no

11. Ever missed your order? If yes then what may be main reason?
a. Wrong order b.sudden change in weather c. change in schemes

12. How frequently Executive comes to take orders?

a. Daily b. After 1-2 days c. once in a week

13. Accuracy of order fills?

a.100% b. 100- 80% c.50-80% d. below 50%

91