@ Kandhari Beverages Pvt. Ltd.

A Franchisee Of Coca Cola

 The Bottles Of Coca-cola Since 1899

The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive
appearance, original design and the fact that, even in the dark,  and so shaped that, even if
broken, a person could tell at a glance what it was .
 There are 2 operations in INDIA

COBO

•Company owns bottling operation

•Comes under HCCBPL. (Hindustan
Coca- Cola Beverages Private
Limited).

FOBO

Contribution •Franchise owned bottling

COBO
35%

65%
FOBO
operations.
•13 franchise bottlers across INDIA.

Source
www.cocacolaindia.com
•KANDHARI GROUP was established in 1967
by Late Mr. Teja Singh Kandhari.

•The group’s first venture was a bottling unit

as a franchisee of PARLE’s soft drink
manufacturing “ Gold Spot ” under license
from PARLE established at Amritsar in the
north Indian state of Punjab.

•Kandhari Beverages Ltd is among Coca-Cola

India's top 4 franchisee bottlers.
 Group Companies of KBL
Kandhari beverages Pvt. Ltd., Nabipur Universal Electronics & Communications
Punjab and Baddi, Himachal Pradesh Pvt. Ltd., Gurgoan, Haryana

Heritage beverages Pvt. Ltd,. Gurgaon, Haryana Farmers Diary Products (INDIA) Pvt. Ltd.

Versatile Polytech Pvt. Ltd., Gurgoan , Haryana

Day and Night news channel, Chandigarh.
 
Strengths Weaknesses
Internal • World leading brand • Lack of popularity of many Coca-

• Strong financial base Cola’s brands.

 Result of low profile or non-existent
• customer loyalty
advertising.
• Strong relations with the
 Health issues.  
sports world.
• Marketing strategies
‘think global act local’.

 
Opportunities Threats

External  Increase in demand of packed • Commodity prices growth

water bottle. • The new "healthy" and organic food trends
• Strong competitors penetration in the non
 Diversification for other business
like Food and snacks. carbonated drinks market.
• Changing health-consciousness attitude .
 Increase product portfolio in the
non- carbonated drinks market.
 Opportunity or Threat ??
180
160
160
140
120 102.2
100 1998
80 Column1
60
40
20 14.2
0.722.16 1.9 7.7 2.9
0
INDIA CHINA RUSSIA MEXICO

The above chart shows per capita consumption of cola products in

INDIA was 0.72 L in 1999 and 2.16 L in 2009. India has one of the
lowest consumption and shows the potential to grow. The
maximum coke consuming country is MEXICO where per capita
consumption in 1999 was 102.2 L and 160L in 2009.
Major Competitors Of Coca Cola
 Battle of brands
Column2
COLA Maket share 11%
9%

38%
44% PEPSI
THUMS-UP

TA A
COCA-COLA

N D
18% A IN
F IR
M
Column1
10.90%
Column1
0.90%
15.30%
8.90%
CA . ..
M D
A 3.50%
LI IN
IR
M
T E
U
P I...
RI 7 TA
SP U
N
O
M
 MARKET SHARE OF FRUIT DRINKS

13%

27% FROO
TI
COKE
PEPSI
OTHE
38% RS
21%

Packed Drinking Water

10.50% 10.30%

10.00% 9.80%

9.50%

9.00%
8.70% Series 3
8.50%

8.00%

7.50%
KINLEY AQUAFINA BISLERI
 Growth 2010
35%
Financial Highlights OF
FIRST QUARTER 2010
30% 29%

25%
•net revenues increased 5%.
20% 18% •operating income increased 17%.
•Cash from operations in the
15%
12%
Series 3
quarter increased 52% to $1.3
10% billion.
5%
5% 4%
2%

0%
IA EY IL IC
A
CE
Y
D RK AZ R N AN
IN BR E A
RM
TU AM FR E
N G
A TI
L
 The Project

MARKET
REVIEW OF
200ML SKU’
STUDY ON
RETAILERS.

Region- Chandigarh
 Chota Coke -- 200 ml
• In 2002, CCI launched 200 ml bottles (Chota Coke) priced at Rs 5.

• 200 ml coke was launched to capture rural market.

• Extensive marketing in the mass media as well as through outdoor
advertising.
• CCI also launched television commercials (TVCs) targeted at rural
consumers.
• Birth of ‘Thanda matlab coca cola’.
• CCI marketing initiatives successful, and as a result, its rural
penetration increased from 9% in 2001 to 25% in 2003.
 Objectives and Methodology

Methodology
• Primary Objectives. • Route Visit for Sales &
• To know the reason behind low Marketing Team.
MARKET SHARE of 200ml • Method of Data Collection.
variant. • Research Instrument
• To increase the placement of • Area of Sampling  
the 200ml variant. • Sample Size  
• Secondary objective • Sampling Procedure
• To increase the retail outlets
for coca cola.
 No. Of Outlets Surveyed
Sales
2L
22% 300ml
30%
E & D 2; 28 Grocerry; 25 Grocerry
Convienence 300ml
E&D 1 1.25L 500ml
Convienence; 27 8%
E&D 2 1.25L
E & D 1; 20 2L
500ml
40%

Contributions of soft drinks in the total sales

of retailers
50
45 44 This chart was specifically
40
36
prepared to ascertain the
35 contributions of the soft drinks in
30
the total sales of the outlets so as
25
20
to ascertain the research is takes
15 12 place in the potential market
10 8 rather just doing the research
5
which has no meaning.
0
< 10% 10% - 20% 20% - 30% 30% & above
 Analysis and Interpretation
Reasons for not keeping the 200ml SKU :
• 48% slack of demand of the SKU at their counter.
• 24% stressed storage capacity of their visi-coolers is not
enough.
• 8% said that salesman doesn’t inform them about the
availability of 200ml.
• 12% irregular supply of 200ml.
• 8% retailers were such who don’t want to keep RGB stock at
their shops.
 Analysis and Interpretation
Contd.
70%

61%
Major reasons
60%

50% • 36% very less or no advertisement of this variant.

• 27% viewed that price difference between 200ml

40% 39%
and 300ml is very negligible.
Column1
• 31% retailers believe that consumer is highly
30%
satisfied with the quantity of 300ml.

20% • Few retailers as of 8% said no extra benefits are

given to the retailer to push the non-productive

10%
variant in the market.

0%
YES NO
 Analysis and Interpretation
Contd.
 Factors cited by retailers to increase  Retailers would be attracted
the sale of 200ml to keep the stock of 200ml if
special schemes were given
 
only for this variant.
• 38% retailers viewed that the availability of
70%
this variant has to be increased through
59%
different daily schemes. 60%

• 23% said that increasing display will help to 50%

41%
turn on the sale of 200ml. 40%

• 18% said more advertisement should be

30%

given in the local newspapers or hoardings

20%
should be fixed at prime locations displaying
10%
200ml.

• Reducing MRP was another suggestion. 0%

YES NO
 THE PLACEMENT DRIVE
• During the project 200 ml SKU was placed across
Chandigarh in more than 70 outlets.

• Secondary task was to increase retail outlets for coca cola

wherein, 8 petrol pumps were, 3 gyms in Chandigarh
and few grocery and convenience stores were added.

• Did MIT and EDSR and PRE SELL at various occasions.

 Findings and Recommendations

Findings Recommendations

• Brand pack shortage • Brand pack availability

• Scheme Communication. • Review of sales team
• Bill cuts • Incentives
• Leakage and Breakage • Bills cuts
• Customer Relationship • Leakage and breakage
• SGA Problems • Promises should be kept
 Recommendation for 200ml
• Awareness
 newspapers, hoardings, flange.
 Availability
• Combos scheme.
• Contest for retailers.
• Daily schemes
• UTC (under the token scheme)
Thank you !!