A Coca Cola Summer Training Report By Sheetal Kachroo

A Project Report On

“ANALYZING AND ENHANCING MARKET OPPORTUNITIES OF COCA COLA IN GHAZIABAD.”

2008-10 Under the Supervision of: Submitted By: Mr. Alok Agarwal (ASM) Sheetal Kachroo (PGDMMarketing 2nd Year)

JAIPURIA INSTITUTE OF MANAGEMENT NOIDA ACKNOWLEDGEMENT

1

The

Research

report

will

be

incomplete

without

acknowledge giving my sincere, gratitude to all persons who have helped me in the preparation of this report. First of

all,

I

thank

“GOD

ALIMIGHTY”

for

the

blessings

showered on me throughout this project work, which has helped me in the successful completion of the training. I express our thanks to Hindustan Coca Cola Beverages Pvt. Ltd. (HCCBPL) for granting me the permission to work with the esteem organization. I am also thankful to Mr. Vineesh Priyadarshan (GSM) and

then

to

Mr.

Alok

Aggarwal

(ASM)

and

then

to

Sushant Tiwari (SE) of Coca cola Hindustan Beverage Ltd. They guided and helped me in all possible ways they could, at every stage of the report. I would also like to thank all the Executives, distributors & staff of Hindustan Coca Cola Beverages Pvt. Ltd. who provided us all the relevant information and their kind support,

on

the

basis

of

which

this

report

has

been

prepared. I thank my college Jaipuria Institute of Management for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program. I thank the internship mentor, Ritu Wadhwa for having guided

and

supported

me

through

the

course

of

the

internship. I take this opportunity to thank my parents and friends who have been with me and offered emotional strength and moral support. Last but not the least, I am thankful to all Retailers who gave us their precious time and support to fulfill this task, without their co-operation the study would not have seen the light of the day& complete. Sheetal Kachroo 2

PGDM –Marketing 2nd Year.

3

PREFACE In summer the consumption of soft drinks is more due to hot

weather

in

this

time

chilled

weather

is

needed

everywhere and everybody irrespective of age difference. In the market peoples not only need water, but they want some taste too. Here comes the need of soft drinks: it has become an essential part of market as people like it in addition to the bottles, now days packages of soft drinks i.e. Tin cans, Pet packs of i.e. Litters canisters and dispensers are introduced to enhance the impact in sales. The PGDM curriculum is designed in such a way that student

can

grasp

maximum

knowledge

and

can

get

practical exposure to the corporate world in minimum possible

time.

Business

schools

of

today

realize

the

importance of practical knowledge over the theoretical base. The research report is necessary for the partial fulfillment of PGDM curriculum and it provides an opportunity to the student

in

understanding

the

industry

with

special

emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of

learning

through

practical

experience,

which

incorporates survey and comparative analysis. It gives the learner practice,

an to

opportunity test

the

to

relate

validity

and

the

theory

with

applicability

the

of

his

classroom learning against real life business situations.

EXECUTIVE SUMMARY Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, 4

marketer

and

distributor

of

non-alcoholic

beverage

concentrates and syrups, used to produce nearly 400 beverage

brands.

It

sells

beverage

concentrates

and

syrups to bottling and canning operators, distributors, fountain was

retailers

first

and

fountain

introduced

by

wholesalers.

John

Syth

Coca-Cola

Pemberton,

a

Pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain.

Carbonated

water

was

teamed with

the

new

syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that

continues

to

echo

today

wherever

Coca-Cola

is

enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling

for

five

cents

a

glass.

Early

growth

was

impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft drink brand in India

until

1977,

when

it

left

rather

than

reveals

its

formula to the Government and reduces its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of this report attempts to reveal the secrets and tools which would be helpful in horizontal market expansion for the whole coca cola product range by first analyzing and then enhancing the market of Coca 5

Cola. The study was divided into two parts. First was to analyze the existing market, try to find their problems and reasons for doing business with company. In second part untouched market was explored and their reasons for not doing business with company where studied. Thus report will provide an opportunity to know existing and new retailers

psychographic

needs,

it

may

provide

an

opportunity to the Coca-Cola to frame a good future plan to

satisfy

maximum

needs,

taste

preferences

of

the

retailers and established its guiding role in the market of Ghaziabad & in marketing plan for different areas.

T A B L E O F C O NT E N T S S.NO.

1.

PARTICULARS

P. NO.

INTRODUCTION

1

1.1 A Brief Insight - The FMCG Industry in India 1.2 A Brief Insight – Beverage Industry in India

2.

3 5

THE COCA COLA COMPANY

9

2.1 History

9

2.2 Manifesto for Growth 2.2.1 Values 2.2.2 Mission 2.2.3 Vision for Sustainable Growth

11 11 12 12

2.3 Soft Drink Market in India

13 6

3.

4.

5.

HINDUSTAN COCA COLA BEVERAGES PVT. LTD. 16 (HCCBPL) 3.1 About the Company

16

3.2 Manifesto for Growth 3.2.1 Values 3.2.2 Vision for Suitable Growth 3.2.3 Mission 3.2.4 Quality Policy

19 19 20 20 21

3.3 SWOT Analysis of HCCBPL 3.3.1 Strengths 3.3.2 Weaknesses 3.3.3 Opportunities 3.3.4 Threats

21 21 22 23 24

PRODUCTS

26

ABOUT PROJECT

34

5.1 Data Collection

35

5.2 Types of Expansion 5.2.1 Vertical Expansion 5.2.2 Horizontal Expansion

35 35 36

5.3 Horizontal Expansion 5.3.1 Reasons for Horizontal Expansion. 5.3.2 Benefits of Horizontal Expansion 5.3.3 Advantages of Horizontal Expansion over Vertical Expansion

36 37 37 37

5.4 Seven Criteria’s

40

5.5 Segmentation Model

42

5.6 Procedure for Opening a New Outlet 5.6.1 Analysing the outlet

43 44

5.7 Steps for Targeting the New Retailers

45

5.8 Paraphernalia Used

48 7

5.9 Intangible Element of Project 5.9.1 R.E.D Survey

49 49

INTRODUCTION TO STUDY

50

6.1 Purpose of the Study

50

6.2 Objective of the Study

50

6.3 Work Assigned

50

6.4 Objective of the Work 6.4.1 Primary Objective 6.4.2 Secondary Objective

51 51 51

7.

RESEARCH METHODOLOGY

52

8.

FINDINGS & ANALYSIS

55

8.1 Questionnaire for Existing Retailers

55

8.2 Questionnaire for New Retailers

67

8.3 Other General Findings

74

LIMITATIONS, SUGGESTIONS & CONCLUSION

78

9.1 Limitations

78

9.2 Suggestions

79

9.3 Conclusion

82

SIGNIFICANCE OF STUDY

83

10.1 To the Researcher

83

10.2 To the Company

83

10.3 To Others

83

ACHIEVEMENTS IN TERMS OF SALES

84

11.1 Models & Working Formats

84

11.2 The 3 A’s Strategy

85

6.

9.

10.

11.

8

11.3 Working Methodology 11.3.1 Route visit

86 86

11.4 Focus on Availability of Products in Outlets 11.5 Focus on Visibility of Coke Products in Outlets 11.6 Achievements 11.7 Some Important Points

86 87 87 92

BIBLIOGRAPHY

95

APPENDIX MISCELLANEOUS

9

LIST OF FIGURES Fig. No . Chapter 1 2 3 4

Particulars

1 Market of Drinks in India Soda Companies Market Share & Change in Volume, World Wide Beverage Industry in India Market Share of Soft Drinks in India

Chapter 5

2

Chapter 6

3

7

Page No.

Vision for Suitable Growth

2 3 6 7 13

Location of COBO, FOBO & Contract Packaging in India Chain Followed from Manufacturer to Retailer

18

Opportunity to Open New Outlets Impact of New Retailers on Business Impact of New Retailers on Distributors

35 37 38

Location of Existing Outlets Type of Existing Outlets Depth of Problems in Different Areas Location of New Outlets Type of New Outlets Exclusive Outlets Different Type of Outlets Selling Different Brands

55 56 66 68 68 76 73

Chapter 8 9 10

5

Chapter 11 12 13 14 15 16 17

8

25

7

LIST OF TABLES TABLE

Particulars

Page 10

No. Chapter 1. 2. 3. 4. 5.

8

No. CROSS TABULATION Location & Sale Type of Outlet & Reasons for Doing Business with Coke Location & Problems Faced While Doing Business Type of Outlet & Reasons for Not Doing Business Location & Life span of business

58 60 63 69 72

11

CHAPTER - 1

INTRODUCTION Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer

and

distributor

of

non-alcoholic

beverage

concentrates and syrups, used to produce nearly 400 beverage

brands.

It

sells

beverage

concentrates

and

syrups to bottling and canning operators, distributors, fountain

retailers

and

fountain

wholesalers.

The 12

Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale:

“Provide a

moment of refreshment

for a

small

amount of money- a billion times a day.” The

Coca-Cola

Company

and

its

network

of

bottlers

comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique

worldwide

system

has

made

The

Coca-Cola

Company the world’s premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through

a

worldwide

system

of

superior

brands

and

services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this

Company

jointly

take

responsibility

to

ensure 13

compliance with the framework of policies and protect the Company’s assets and resources whilst limiting business risks.

Figure 1: Market of drinks in India (Source: - Beverages Marketing Corporation)

Figure

2:

Soda

companies

market

share

&

change

in

volume,

worldwide (Source: - Beverage Digest)

14

1.1: A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA Fast Moving Consumer Goods (FMCG), also known as Consumer

Packaged

Goods

(CPG)

are

have

a

quick

turnover and relatively low cost. Consumers generally put less thought into the purchase of FMCG than they do for other products. The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various

product

companies

categories.

were

forced

As to

a

result,

revamp

most

their

of

the

product,

marketing, distribution and customer service strategies to strengthen their position in the market. By the turn of the 20th century, the face of the Indian FMCG

industry

liberalization

had

and

changed

growth

of

significantly.

the

Indian

With

the

economy,

the

Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Apart from this, social changes

such

families

and

as the

increase growing

in

the

number

number of

of

nuclear

working

couples

resulting in increased spending power also contributed to the

increase

in

the

Indian

consumers'

personal

consumption. The realization of the customer's growing awareness and the need to meet changing requirements and

preferences

required

the

on

FMCG

account producing

of

changing

companies

to

lifestyles formulate

customer-centric strategies. These changes had a positive impact, leading to the rapid growth in the FMCG industry. Increased availability of 15

retail space, rapid urbanization, and qualified manpower also boosted the growth of the organized retailing sector. HLL led the way in revolutionizing the product, market, distribution and service formats of the FMCG industry by focusing on rural markets, direct distribution, creating new product,

distribution

and

service

formats.

The

FMCG

sector also received a boost by government led initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving

away

from

outsourcing

to

manufacturing

by

investing in the zones.

16

Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on such products can be large. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time the economy starts to dip. A person may put off buying a car but he will not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy

and

is

worth

Rs.93000

crores.

The

main

contributor, making up 32% of the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.

1.2: A BRIEF INSIGHT: BEVERAGE INDUSTRY IN INDIA In India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers.

17

Non-Alcoholic Non-Carbonated Carbonated Beverages Non-Cola Alcoholic Cola

FIGURE 3: Beverage industry in India

18

Figure 4: Market shares (%) of soft drinks in India (Source: - www. Google.com – Images)

19

The beverage industry is vast and there various ways of segmenting it, so as to cater the right product to the right person.

The

different

ways

of

segmenting

it

are

as

follows: •

Alcoholic, non-alcoholic and sports beverages

•

Natural and Synthetic beverages

•

In-home

consumption

and

out

of

home

on

premises consumption. •

Age wise segmentation i.e. beverages for kids, for adults and for senior citizens

•

Segmentation

based

on

the

amount

of

consumption i.e. high levels of consumption and low levels of consumption. If the behavioural patterns of consumers in India are closely

noticed,

it

could

be

observed

that

consumers

perceive beverages in two different ways i.e. beverages are a luxury and that beverages have to be consumed occasionally.

These

two

perceptions

are

the

biggest

challenges faced by the beverage industry. In order to leverage the beverage industry, it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable.

20

Four strong strategic elements to increase consumption of the products of the beverage industry in India are: •

The quality and the consistency of beverages needs to be

enhanced so that consumers are satisfied and

they enjoy consuming beverages. •

The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages.

•

Consumer education is a must to bring out benefits of beverage consumption whether in terms of health, taste,

relaxation,

stimulation,

refreshment,

well-

being or prestige relevant to the category. •

Communication should be relevant and trendy so that consumers

The

beverage

market

has

still

to

achieve

greater

penetration and also a wider spread of distribution. It is important to look at the entire beverage market, as a big opportunity, for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy.

21

CHAPTER - 2

22

THE COCA-COLA COMPANY

2.1: HISTORY

T

his story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton yard.

This

first

mixed

formula,

Coca-Cola which

in

was

his

back

made

from

carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named

this

drink

“Coca-Cola”

after

the

first

two

ingredients and the same distinctive script he wrote it in is the same logo they use to this day. He first “distributed” the product by carrying it in a jug down

the

street

to

Jacob’s

Pharmacy

and

customers

bought the drink for five cents at the soda fountain. Carbonated

water

was

teamed

with

the

new

syrup,

whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Dr.

Pemberton’s

partner

and

book-keeper,

Frank

M.

Robinson, suggested the name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. He suggested that “the two Cs would look well in advertising.” 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.” Hand23

painted oil cloth signs reading “Coca-Cola” appeared on store

awnings,

with

the

suggestions

“Drink”

added

to

inform passersby that the new beverage was for soda fountain refreshment. By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive colour associated with the soft drink ever since. For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. 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 entrepreneur from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. Within four years, his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. With his brother, John S. Candler, John Pemberton’s former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation

named

the

Coca-Cola

Company.

The

trademark “Coca-Cola,” used in the marketplace since 1886, was registered in the United States Patent Office on January 31, 1893.

24

The business continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the following year. In 1895, three years after The Coca-Cola Company’s incorporation, report to share owners that “Coca-Cola is now

drunk

in

every

state

and

territory

in

the

United

States.” As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands around the world.

2.2: MANIFESTO FOR GROWTH 2.2.1: Values: Coca-Cola

is

guided

by

shared

values

that

both

the

employees as individuals and the Company will live by; the values being: •

Leadership: The courage to shape a better future.

•

Passion: Committed in heart and mind.

•

Integrity: Be real.

•

Accountability: If it is to be, it’s up to me.

•

Collaboration: Leverage collective genius.

•

Innovation: Seek, imagine, create and delight. 25

•

Quality: What we do, we do well.

2.2.2: Mission •

To refresh the world, in body, mind, and spirit.

•

To inspire moments of optimism, through our brands our actions.

•

To create value and make a difference, everywhere we engage.

2.2.3: Vision for sustainable growth •

Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

•

People: Being a great place to work where people are inspired to be the best they can be.

•

Portfolio:

Bringing

to

the

world

a

portfolio

of

beverage brands that anticipate and satisfy people’s desires and needs. •

Partners: Nurturing a winning network of partners and building mutual loyalty.

•

Planet: Being a responsible global citizen that makes a difference.

26

Figure 5: Vision for sustainable growth (Source: - HCCBPL).

2.3: SOFT DRINK MARKET IN INDIA Today India is one of the most potential markets, with population of around 900 million people, the Indian soft drinks market was only of 200 cases per year. This was very

low

even

compared

to

Pakistan

and

Philippines.

Population and potential market are two major reasons for major multinational companies of entering India. They feel that a huge population coupled with low consumption can only lead to an increase in the soft drink market. Another increase in the sale of soft drinks in the scorching heat and

the

climate

of

India,

which

is

together

have

contributed to a 30% growth in the soft drinks industry. If the demand continues growing at the same rate, within two years the volume could touch 1 billion cases. All 27

these factors are the reasons for the entry two giant of the soft drink industry of the world to enter the Indian market.

These

two

giants

Pepsi

and

Coca-Cola,

Themselves share 96% of the soft drink market share. Rest is shared by Cadbury’s Schweppes, Campa Cola and other soft drink brands. But was the scene same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa Cola and Parle people (Thums Up and Limca). Soft drink consists of a flavour base, sweetener and carbonated water. In general terms non-alcoholic drinks are considered as soft drinks this name soft drink was given

by

Americans

alcoholic.

The

as

major

against

hard

participants

which

is

involved

mainly in

the

production and distribution of soft drink are concentrate and

syrup

Concentrate

producers, producers

bottlers

and

manufacture

retail basic

channel. soft

drink

flavours and retail channel refers to business location that tells or serves the products directly to consumers. Soft drink is not a product, which a person plans to buy before hand, but is an impulse purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale. It all begin in 1977, a change in central government led the exit of coca-cola which preferred to quit rather diluting its equity to 40% in compliance with the Foreign Exchange Regulation Act (FERA). The first national cola drink to pop up was double seven. In the meantime, Pure Drinks, Delhi on coke’s exit, switched over to Campa Cola. The beginning of 1980’s saw the birth of another cola drink, Thums Up, Parle the Gold spot people, launched it in 1978-79, as “Refreshing Cola”. By the mid-eighties Mc 28

Dowells launched Thrill, and by the late eighties there was Double Cola, which entered in India market, as a NRO-run outfit with its plant in Nasik (Maharashtra), in 1978 Parle, Indian soft drinks market (share 33%) with its gold spot and Limca brands. Later Thums Up also started Thums Up. At the same time the threat to the Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 crores and grew at the rate 20%. Coca-Cola entered Indian by buying up to 69% of the 1,800 crores soft drink market (i.e. 5 Parle Export brands of Thums Up’s, Limca, Gold spot, Citra & Maaza). Today the scene has changed making it a direct battle between two giant Coca-Cola and Pepsi. The picture will become clearer

by

looking at the India market shares in the

beverage industry. One of the strongest weapons in Coke armoury is the flexibility it has empowered its people with. In Coke every employee, may he be a manager or salesman, have an authority to take whatever steps he or she feels will make the

consumers

consumption. nurturing

aware

Thus

Coke

creditability

commitment

to

of

grow

of

the

brand

believes the

business

in

and

establishing

salesman in

increase and

accounts.

All

its and

making these

factors together led to a high growth in the Indian market and constantly increasing market share.

29

CHAPTER - 3

30

HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED (HCCBPL)

3.1: ABOUT THE COMPANY Every person who drinks a Coca-Cola enjoys a moment of refreshment and shares an experience that millions of others have savoured. All of those individual experiences combined have created a worldwide phenomenon – a truly global brand. On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, ensure availability of Coke brands in every nook and corner of the country. The company-owned Bottling arm of the Indian Operations, Hindustan

Coca-Cola

Beverages

Private

Limited

is

responsible for the manufacture, sale and distribution of beverages across the country. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveals its formula to the Government and

reduces its equity

stake as required

under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. With access to 53 of Parle’s plants and a well set bottling network, an excellent base for rapid introduction of the Company’s International brands was formed. The Coca-Cola Company acquired soft drink brands like Thumps Up, Gold-Spot, 31

Limca, Maaza, which were floated by Parle, as these products

had

achieved

a

strong

consumer

base

and

formed a strong brand image in Indian market during the re-entry

of

Coca-Cola

in

1993.Thus

these

products

became a part of range of products of the Coca-Cola Company. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. However, this was based on numerous

commitments

and

stipulations

which

the

Company agreed to implement in due course. One such major

commitment

was

that,

the

Hindustan

Coca-Cola

Holdings would divest 49% of its shareholding in favour of resident shareholders by June 2002. Coca-Cola

is

made

up

of 7000

local

employees,

500

managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and

8000

distributors.

Almost

all

goods

and

services

required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution

fleet

distribution,

from

which

includes

10-tonne

trucks

different to

modes

open-bay

of

three

wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. “Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like “Life ho to Aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. 32

This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001 and 2003, the per capita consumption of cold drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5 per bottle. This new market accounted for over 80% of India’s new Coca-Cola drinkers. At Coca-Cola, they have a long standing belief that everyone who touches their business should benefit, thereby inducing them to uphold these values, enabling the Company to achieve success, recognition and loyalty worldwide.

COBO FOBO CONTRACT PACKAGING Figure 6: Locations of COBO, FOBO & Contract Packaging in India. (Source: - www. Google.com – Images)

3.2: MANIFESTO FOR GROWTH 3.2.1: Values The

values

that

the

employees

in

the

Company

are

expected to keep up to and work by regularly are as follows: 33

•

Leadership: To take an initiative and lead, motivate and drive the team with energy and zeal, to deliver outstanding results.

•

Innovation: To continuously strive for progress and reach the next level of excellence in everything we do.

•

Passion: To be deeply committed and display drive and

energy

in

the

quest

to

deliver

outstanding

performance. •

Teamwork: To unite for greater strength and work collectively as a group towards the achievement of common goals.

•

Ownership: To think and act like owners at all levels; to have decisions taken at the lowest appropriate level.

•

Accountability: To be individually and transparently accountable to our colleagues for delivering agreed targets and goals.

34

3.2.2: Vision for sustainable growth To provide exceptional strategic leadership in the CocaCola India System-resulting in consumer and customer preference and loyalty, through Coca-Cola’s commitment to them, and in a highly profitable Coca-Cola Corporate branded beverages system. 3.2.3: Mission To

create

consumer

communications, strategies,

customer

processes

products, service

and

tools

and in

services bottling order

and system

to

create

competitive advantage and deliver superior value to; •

Consumers as a superior beverage experience.

•

Consumers as an opportunity to grow profits through the use of finished drinks.

•

Bottlers as an opportunity to grow profits in volumes.

•

Bottlers

as

a

trademark

enhancement

and

positive

economic value added. •

Suppliers as an opportunity to make reasonable profits when creating real value-added in an environment of system-wide team work, flexible business system and continuous improvement.

•

Indian society in the form of a contribution to economic and social development.

35

3.2.4: Quality policy “To ensure customer delight, we commit to quality in our

thoughts,

deeds

and

actions

by

continually

improving our processes every time.”

3.3: SWOT ANALYSIS OF HCCBPL 3.3.1: Strengths •

Distribution network: The Company has a strong and reliable distribution network. The network is formed on the basis of the time of consumption and the amount of sales yielded by a particular customer in one

transaction.

consisting

of

a

It

number

700,000 retail outlets distribution

fleet

has

a of

distribution efficient

and 8000

includes

network salesmen,

distributors. The

different

modes

of

distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of

Indian

cities

and

trademarked

tricycles

and

pushcarts. •

Strong brands: The products produced and marketed by the Company have a strong brand image. People all around the world recognize the brands marketed by the Company. Strong brand names like Sprite, Fanta, Limca, Thums Up and Maaza add up to the brand name of the Coca-Cola Company as a whole. The red and white Coca-Cola is one of the very few things that are recognized by people all over the world. Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by 36

consultancy Interbrand. It was estimated that the Coca-Cola brand was worth $70.45billion. •

Low cost of operations: The production, marketing and distribution systems are very efficient due to forward planning and maintenance of consistency of operations which minimizes wastage of both time and resources leads to lowering of costs.

3.3.2: Weaknesses •

Low

export

company

levels:

are

The

brands

brands

produced

produced worldwide

by

the

thereby

making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola. In

2003,

the

Centre

for

Science

and

Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants

PepsiCo

and

Coca-Cola,

contained

toxins

including Lindane, DDT, Malathion and Chlorpyrifospesticides

that

can

contribute

to

cancer

and

a

breakdown of the immune system. Therefore, people abroad, are apprehensive about Coca-Cola products from India.

37

•

Small scale sector reservations limit ability to invest and achieve economies of scale: The Company’s operations are carried out on a small scale and due to

Government

Company

finds

restrictions it

very

and

‘red-tapism’,

difficult

to

invest

the in

technological advancements and achieve economies of scale. 3.3.3: Opportunities •

Large domestic markets: The domestic market for the products of the Company is very high as compared to any other soft drink manufacturer. Coca-Cola India claims a 58 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other products account for 16 per cent market share, chiefly led by limca. The company appointed 50,000 new outlets in the first two months of this year, as part of its plans to cover one lakh outlets for the coming summer season and this also covered 3,500 new villages. In Bangalore, Coca-Cola amounts for 74% of the beverage market.

•

Export potential: The Company can come up with new products which are not manufactured abroad, like Maaza etc and export them to foreign nations. It can

come

up

with

strategies

to

eliminate

apprehension from the minds of the people towards the Coke products produced in India so that there will be a considerable amount of exports and it is yet another opportunity to broaden future prospects and cater to the global markets rather than just domestic market.

38

•

Higher income among people: Development of India as a whole has lead to an increase in the per capita income thereby causing an increase in disposable income. Unlike olden times, people now have the power of buying goods of their choice without having to worry much about the flow of their income. The beverage industry can take advantage of such a situation and enhance their sales.

3.3.4: Threats •

Imports: As India is developing at a fast pace, the per capita income has increased over the years and a majority of the people are educated, the export levels have gone high. People understand trade to a large extent and the demand for foreign goods has increased over the years. If consumers shift onto imported

beverages

rather

than

have

beverages

manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company. •

Tax and regulatory sector: The tax system in India is accompanied by a variety of regulations at each stage

on

the

consumption.

consequence When

a

from

license

production is

issued,

to the

production capacity is mentioned on the license and every

time

the

production

capacity

needs

to

be

increased, the license poses a problem. Renewing or updating a license every now and then is difficult. Therefore, this can limit the growth of the Company and pose problems. •

Slowdown in rural demand: The rural market may be alluring but it is not without its problems: Low per 39

capita disposable incomes that is half the urban disposable

income;

large

number

of

daily

wage

earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and

festivals

and

special

occasions;

poor

roads;

power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the company’s products.

Sales Manufacturing Indirect Direct andDistributors Distribution Distribution Outlets Distribution Plant,Operations DASNA

Figure 7: Chain followed from manufacture to retailer

40

CHAPTER - 4

PRODUCTS The

Coca-Cola

range

of

Company

products

to

offers the

a

wide

customers

including beverages, fruit juices and bottled mineral

water.

The

Company

is

*always

looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by HCCBPL:

BRANDS OF

INDIA:-

41

The world's favourite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola has a truly remarkable heritage.

From a

humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of nonalcoholic beverages in the world. In India, Coca-Cola was the

leading

soft-drink

till

1977

when

govt.

policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building

strong

associations

with

cricket,

the

thriving

cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. CocaCola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing

initiative

together

with

improved

distribution

ensured that all brands in the portfolio grew leaps and Glass 200 ml, ml,

500

1000 ml

PET 3 0 05 0 0 m l , 1 . 5 L , m l ,2 L , 2 . 2 5 L , 500 ml + 100 ml

Can 330 ml

Fountain Various Sizes

bounds.

p is k nown for its s trong, fiz z y tas te and its confident, m ature and uniquely m as c uline attitude. This 42 brand c learl

Glass 200 ml, ml,

500

PET 3 0 05 0 0 m l , 1 . 5 L , m l ,2 L , 2 . 2 5 L ,

1000 ml

Can 330 ml

500 ml + 100 ml

Fountain Various Sizes

Lime n' lemoni Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand

has

been

displaying

healthy

volume

growths year on year and Limca continues to be the leading flavour soft drink in the country. The success formula?

The sharp fizz and lemoni bite

combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened 43

the

brand

franchise.

Limca

energizes

refreshes

and

transforms. Dive into the zingy refreshment of Limca and walk away a new person. Glass 200

PET 500 ml, 1.5 L, ml,

300

Can

m l ,2 L , 2 . 2 5 L ,

500 ml, 1000 ml

500

ml

+

100

Fountain

330 ml Various Sizes

ml

Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190 countries In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight

forward

and

honest

attitude.

Its

clear

crisp

refreshing taste encourages the today's youth to trust their instincts, influence them to be true to who they are Glass 200 ml, 300 ml,

PET 500 ml, 1.5 L,

Can

2 L, 2.25 L,

330 ml

500 ml + 100 ml

Fountain Various Sizes

and to obey their thirst

44

Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong

market

place

and

is

identified

as

"The

Fun

Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special Glass 200 ml, 300 ml,

PET 500 ml, 1.5 L,

Can

2 L, 2.25 L,

330 ml

500 ml + 100 ml

Fountain Various Sizes

times with friends.

Maaza

was

launched

in

1976. There was

a

drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category.

Over

the

years,

brand

Maaza

has

become

synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers 45

regard Maaza as wholesome, natural, fun drink which delivers

the

real

experience

of

fruit.

The

current

advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"

Glass 200 ml,

Tetra pack 125 ml,

250 ml

200 ml

Water,

a

refreshes,

thirst a

life

PET

Fountain

1000 ml

Various Sizes

quencher giving

force

that that

washes all the toxins away. A ritual purifier

that

transforms.

cleanses,

Water,

the

purifies,

most

basic

need of life, the very sustenance of life, a celebration of life itself. The

importance

of

water

can

never

be

understated.

Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure.

46

Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced. Because we believe that right to pure, safe drinking water is fundamental.

In the company's journey towards the vision

'leading

the

beverage

revolution in India', now even Garam matlab Coca-Cola. A hot new launch from

Coca-Cola

India.

Georgia,

quality tea and coffee served from state of the art vending machines is positioned to tap into the nation’s biggest beverage category. Georgia, which promises

a

great

tasting,

consistent,

hygienic

and

affordable cuppa is available in a range of 7 sizzling flavours,

Adrak,

Elaichi,

Masala

and

Plain

tea

Cappuccino, Mochaccino and Regular coffee. Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata. Georgia aims to become the consumers preferred choice of hot beverage when he is on the go; the brand is well on course to achieving its vision. While Georgia is a mass market offering, Georgia Gold is the premium brand which caters to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of

fresh

coffee.

Currently

available

exclusively

at

McDonald’s outlets across the country Georgia Gold has driven coffee sales through the roof. The success of hot beverages from Georgia Gold has resulted in extension into the cold category, with the introduction of Ice Tea and Cold Coffee 47

M I N UT E

MAID

-

A

62

year

success story. The history of the Minute Maid brand goes as far back as 1945 when the Florida

Foods

Corporation

developed orange juice powder. The company developed a process that eliminated 80 percent of

the

water

concentrates

in

that

orange when

juice,

forming

reconstituted

a

frozen

created

orange

juice. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. Minute MaidOne of the world's largest juice and juice drink brands over

the

consumer

years,

through

experience

innovations

provided

in

and

over

60

unmatched countries,

Minute Maid brand has clearly become one of the world's largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India (starting with the south of the country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink category. Available in two PET pack sizes 400 ml and 1 litre and 1.25 litres.

48

CHAPTER - 5

ABOUT PROJECT 49

The

work

market

assigned

opportunities

was for

to

analyze

Coca

Cola

and in

enhance

the

Ghaziabad,

by

creating awareness to retailers about the brand value, profit ratio and to find out the factors which are creating impediment in its expansion. Thus project was divided into two parts:First Part:•

Analyze the needs and wants of existing retailers (customers).

•

Find out the problems faced by them while doing business with Coke.

•

36There reasons of doing business with Coke.

•

For this survey on 350 existing outlets was done.

Second Part:•

Find out the reasons for not doing business with Coke from new retailers (customers).

•

For this survey on 250 new outlets was done.

While doing second part of the survey few new outlets were opened, OYA refrigerators were sold & Visi Coolers were installed.

50

5.1: DATA COLLECTION:Data

was

collected

from

different

locations

of

Ghaziabad as:-

8.

1.

Govindpuram

2.

Kavi Nagar

3.

Rakesh Marg

4.

Ghantaghar

5.

Dadri Road

6.

Gandhi Nagar

7.

Mali wada

Shastri Nagar

5.2: TYPES OF EXPANSION Expansion can be done both vertically & horizontally and for this different questionnaires were prepared for both existing and new retailers. 5.2.1: Vertically expansion

It means increasing the existing outlets capacity of sales. There are following techniques used in vertical expansion: •

RED ( Right Execution Daily)

•

PJP (Pre Journey Planner)

•

Pre Sell

51

5.2.2: Horizontal expansion It means opening new outlets. It is done to increase the market share and to increase the visibility of product in the market which will ultimately lead to higher sales volume and larger market share.

5 . 3 : H O R I Z O NT A L E X P A N S I O N 5.3.1: Reasons for horizontal expansion

Figure 8: Opportunity to oen new outlets (India). (Sourse:- AC Neilsen –Retail audit & FMCG track)

Above data shows that Coke is far behind from its competitors in case of market coverage thus huge potential for expansion.

52

5.3.2: Benefits of horizontal expansion •

Improves profitability of distributors

•

Helps improve route productivity

•

Incremental revenue for the business

•

Helps in distributing the market demand

•

Increase market visibility

5.3.3: Advantage of horizontal expansion over vertical expansion Both expansion techniques are meant for increasing sales volumes. But in horizontal expansion company can earn more profits by spending less. Let’s see the profit story of horizontal expansion.

53

Figure 9: Impact of new outlets on business

(Source:

HCCBPL, Monthly Circular, June).

54

Figure 10: Impact of new outlets on distributors

55

(Source: HCCBPL, Monthly Circular, June).

Above tables clearly indicate the importance of opening new outlets. By doing vertical expansion only growth in profit was not very effective but because of opening just 200 new outlets sales increased to a large extent. Total profit margin and return on investment also increased.

5.4: SEVEN CRITERIAS TO FORM A NEW OUTLET 1. Outlet already owns electric chilling equipment of any type– This is necessary to open an outlet which much has its own chilling equipment because initially company cannot provide a new cooler. So, it’s preferable that he starts his business with his own chilling equipment and as business grows company can provide him cooler. Company also provides OYA refrigerators at reduced priced from market. (For rural areas Ice Box, Outlets location and daily sales is kept in mind while giving preference to SGA). 2. Outlet is already selling Pepsi products This

criterion

ensures

that

outlet

is

suitable

for

the

business in soft drinks, it has demand for soft drinks and can also sell Coke products, the only thing required is to solve the problems and finalize the agreement. 3. Outlet is on the main road or has 2 adjacent roads The shop must be easily reachable for our salesman, else it would affect the economies of scale and it will not be a profitable business to go on with.

56

4. There are no other outlets selling Soft Drinks within 150 steps in any direction from that outlet This is done to create particular population cluster at one point only to prevent the local competition among Coke outlets. 5. Outlet is listed

as

part of the list of non-dealers

submitted by Nielsen AC NIELSEN has provides us a list of potential outlets in Ghaziabad, if our target outlet is in the list it must be approached without considering any other criteria.

6. It is an E & D outlet with 5 tables There are 2 types of E&D outlets, E &D Type 1 & 2 E&D 1- Does not have a place to sit. E&D 2- The outlet should have a place to sit. Criteria no. 6 is valid only for E&D 1 7. It is an outlet stocking branded FMCG products. (Products in the range of Rs. 20 and above) This is very important criteria to ensure that the outlet keeps branded product and can spend some money to purchase a branded product. The targeted outlet must meet at least 2 criteria out of 7 mentioned above; if the outlet does not meet above criterion it will not be a profitable outlet.

5.5: SEGMENTATION MODEL Coke’s Markets can be Segmented along 3 Lines- Outlet Volume, Locality Income & Channel Cluster.

57

x

Grocery:

Selling household items etc. E & D Type 1: Does not have a place to sit. E & D Type 2: The outlet should have a place to sit. Convenience: Small stores or shops e.g. STD booths

58

Similar grouping Segmenting Classifying ofLOW Outlets Consumers basis on Volume format basis&Per ofshopper Income Outlet ocasion G B S LOCALITY CHANNEL OUTLET KO SLAB OULLET D HIGH MEDIUM CONVENIENCE TYPE GROCERY E VPO CLASSIFICATION &DIAMOND BRONZE 1500-799 2 200-499 SILVER D GOLD >800 <200

Grocery:

Selling household items IR O INCOME CLUSTER VOLUME (PHY C/S) etc. L 1: Does not have a place to O A E & D Type M D N V sit. Z O E & D TypeE 2: The outlet should have a place to sit. N E R Small stores or shops e.g. STD booths Convenience: D

This

model

is

followed

by

the

company

while

segmenting - Type of outlets, volume & their income.

59

5.6:

PROCEDURE

FOR

OPENING

A

NEW

OUTLET:-

•

Find a probable or Dry outlet: Dry outlet can be defined as an outlet that used to sell coke before but now it is not activated and reluctant in doing business with coke. He may be a competitor’s outlet.

•

Scrutinize the outlet: In

this

step

suitability

of

I

had

the

to

find

outlet

for

the

possibility

keeping

the

and coke

products. There are 7 criterion defined and the outlet must meet at least two of them. My job is also to analyze whether selling him coke would be profitable or not. Also the population cluster and footfalls is also analyzed and accordingly deal is finalized. •

Targeting the outlet: After I have analyzed the outlet, I have to approach the

outlet

owner.

Then

I

explain

him

about

the

product range of my company. Then I tell him about the cost, selling prices and schemes given on the product. I try to convince him that doing business with coke is very profitable and convenient for him and it will add more customers and money to his business i.e. explaining him the profit story. •

Solving the problems: I also listen to my customer very carefully to his queries, objections and problems and try to solve them with the different solutions provided by the company. Mainly the problem is about SGA (Selling

60

Good

Assets)

&

agreement

for

it

was

done

by

analyzing the outlet. •

Insertion of the order: If he is convinced I inform the salesman give him the address of new outlet and tell him the stock to be delivered and end successfully.

My job was also to look after the sales of the outlet & inform concerning authority if any problem. 5.6.1: Analyzing the outlet Once the outlet has met the required criteria we have to target that outlet. Before targeting we have to quickly analyze the population cluster around the outlet. We have to analyze income group of people living around the outlet because these people will be the customer to our retailer. This helps us making an approach to the outlet also we have to determine the density of population; this will determine

the

footfalls

on

the

outlet.

As

we

know

beverage business depends upon the sales volume so footfalls

and

population

cluster

determination

is

very

important. This is done very quickly and product range is offered accordingly. For example- in urban area MMPO and Maaza are most selling products, but in rural area small packs (200ml) are more successful.

61

5.7:

STEPS

FOR

TARGETING

THE

NEW

RETAILERSBefore targeting a new outlet (customer), we have to prepare physically and mentally & following sets were followed:•

Take Initiative

•

Deal with objections

•

Profit Story

•

Any other quandary

•

Sustain relations

Take Initiative- We personally contact the retailer. As a representative from Coke we tell about the company, the project range, about the profit margins, offers, schemes etc. Deal with objections- Here retailer puts his objections and

we

have

to

tackle

them

very

carefully,

some

common objections raised are as:-

1-Your Business is NOT Very money-spinning? Answer•

Our products have Good Margin in the range of 7% -

15%, higher than most of the products you sell. •

Our products are well known and have a faster rotation

which will result in higher earnings for you. •

We have a wide range of product to offer which will

help you cater to larger number of customers. •

We ensure business round the year by activating your

outlet and product promotions.

62

2- The nearby outlet is selling Soft drink. Why should I sell? Answer•

Would you not like to make more profits?

•

Our product is usually purchased on impulse and can be bought along with other products you sell.

•

There

are

available

products in

your

sold

outlet

in as

nearby well.

So

outlet why

that not

is

soft

drinks.

3-How will you service my outlet? Will I get stocks I want? Answer•

We have a trained salesman who services outlets in your area. He will visit your outlet twice in a week.

•

Our products have shelf life so we would take extra care so as not to supply you more stocks.

•

Our superior distribution system and processes will ensure you to get

the required stocks in time.

63

Profit Story- We explain to the outlet the profit story; we keep in mind that investment should be told on daily basis and profits in long term. Example- Investment of Rs. 910 will add more than Rs. 16,000 to the yearly profit of the retailer if he sells only 2 packs of 2lts soft drink (9*2+2 free) daily. (As C.P is Rs. 455 & S.P is Rs. 495 for 2 lt. pack so, profit is Rs. 40 on 1 pack so, on 2 it will be Rs, 80 Per day i.e. Rs. 2,400 /month and for peek season (3 months- April, May & June in which sale is suppose to be 50% of estimated yearly sales) the profit will be Rs. 2400*3= Rs. 7,200 & Rs. 14,400 for whole year (Rs. 7,200 for next 9 months.) Substrate electricity bill (Rs. 8 per unit, approx daily Rs. 16 so yearly 16*365 = Rs. 5,840. Rs. 14,400 (Profit) – Rs. 5,840 (Electricity bill) + Rs. 7,920 (Discount as free 2 600ml bottles with 2 packs, so profit = Rs. 44 per day, Rs 1,320 per month, for peek season Rs. 3960 (Rs. 1320*3) & for whole year (Rs. 3,960 + Rs. 3,960 (for next 9 months)) = Rs. 7,920) = Rs. 16,480 This amount of profit is on only 2 2lt packs & it will surely increase if he sells complete product range. Any

other

quandary-

If the

retailers

are

having any

problem we provide them with best optimal solution. Example- If he doesn’t have display item we will provide him with display racks, hangers, wall paintings etc.

64

Sustain relations- We assure him the good supply of stock and good service quality that will be provided by the company. We take his contact no. and address for delivery of goods and for further references.

5.8: PARAPHERNALIA USED: 1. Profit story (P 46) 2. The Sales presenter (Appendix 3). It is the most important tool, as it contains all the information related to different models, activation standards, shelf order standards, activation standards, brand order, cooler specifications, energy management system & profit stories. 3. Schemes & discounts. 4. Display coolers (VISI-COOLER). 5. Point of sale material (POSM). 6. Refrigerators (OYA refrigerators at discounted rate, thus

becomes

retailer’s

property,

OYA

–

Own

Your

Assets). 7. Display tools (hangers, racks, pole header, posters, etc, (In Appendix 3) 8. Ice box 9. For some retailers or areas before approaching we have to be well prepared & tackle their problems wisely. 10. Follow up- It plays a very important role of sales promotion as we observe in the market that some retailers were confused, and they needed time to decide, it’s a responsibility to follow them up properly. We approach them again and again and solve their problem each time. 11. Questionnaires (Appendix 1). 12. Tracker for new & existing outlets (Appendix 2).

65

5 . 9 : I N T A N G I BL E E L E M E N T In

this

element

we

make

sure

the

availability

of the

product to the retailer, to do this we have to inform the respective salesman of that particular area about the outlets location, and thus stock required. I also make sure that the product must be delivered on time at the outlet. To increase sales on the existing outlet or new outlets we have to adopt vertical expansion strategy (VMS), IN VMS there are 3 tools used, •

Pre

sell-

By

this

demand

of

the

stock

by

a

particular retailer is calculated and required stock is provided at the outlet,

•

within time.

PJP (PRE JOURNEY PLANNER) –We make a time schedule for approaching the outlets for delivering the product.

•

R.E.D- Right Execution Daily is the survey method that

company

started

earlier.

For

the

survey

of

R.E.D., Company had hired the people from A.C. NIELSON

one

of the

best

survey

company. This

survey gets done once or twice a month. R.E.D is the set of norms divided into outlet wise. 5.9.1: About the R.E.D survey The survey has being conducted to check the cooler management, availability of products, displays etc. in short to cross check ground level work of related employees of Coke.

66

CHAPTER - 6

67

INTRODUCTION TO STUDY 6.1: PURPOSE OF THE STUDY The

study

was

carried

to

gain

an

insight

about

the

perception of the retailers about the company and to study various factors which directly or indirectly influence the sale of the company.

6 . 2 : O B J E C T I V E S O F T H E ST U D Y •

To identify the needs and wants of both the retailers and dealers and how well are they being managed by the company’s anxious authorities.

•

To

find

out

various

reasons

which

are

creating

stumbling block in market expansion. •

To identify the wakefulness of the brand and the company’s products in the market.

•

To find out the gratification level of customers and problems faced while doing business with Coke.

6.3: WORK ASSIGNED The work assigned was to analyze and enhance the market

opportunities

for

Coca

Cola

in

Ghaziabad,

by

creating awareness to retailers about the brand value, profit ratio and to find out the factors which are creating hurdle in its expansion. 68

6.4: OBJECTIVES OF THE WORK 6.4.1: Primary Objectives: The prime objective was to analyze and enhance the market opportunities for Coca Cola in Ghaziabad. 6.4.2: Secondary Objectives: •

To find the reasons from the retailers for not selling Coke products.

•

To create awareness among new retailers about the company, brand value, product line & profit ratio.

•

To find out the reasons behind their unawareness.

•

To find out new ways to make them aware about different offers.

•

To maximize the market share of Coke in Ghaziabad region by making agreements with new dealers & retailers.

•

Ratio of exclusive type of outlets selling different brands.

•

Try

to

form

&

convert

existing

outlets

as

Coke

Monopolists by explaining them the profit story and providing them with special discounts & schemes. •

To formulate the strategies for targeting the retailers effectively.

.

69

CHAPTER - 7

RESEARCH METHODOLOGY Type of research:

Exploratory and descriptive Research

Type of data collected: 1.

Primary data

2. Secondary data

70

•

Research instrument: Printed Questionnaire was used as the research instrument to collect the required information.

•

Area of surveys: The survey was conducted in different location of Ghaziabad city.

1.

Primary data collection methods– •

General observation method-

•

The retailers were observed to have an insight about the mindset and preference for a particular brand.

• Personal interaction methodI made interactions with some retailers during market survey, who want to give some extra information other than questionnaire and who were busy and not ready to fill the questionnaire. This was conducted without the help of any questionnaire. The objective was to draw a general understanding about their problems,

performance

preferences technique

and

helped

other to

of

the

useful

clear

distributer,

their

information.

This

doubts

arising

due

to

observation method.

71

•

Questionnaire methodQuestionnaire was divided in two parts. First part was for exiting retailers (customers). The other part was for new retailers. The basic aim of both was to analyze the psychology, need & wants of retailers.

2.

Secondary data collection methodsSecondary data was collected from various websites – Coca Cola India, Beverage Marketing Corporation, Canadean,

Beverage

Digest,

Myenjoyzone,

from

company records and data of AC Neilson’s research etc. to have a comprehensive knowledge about the beverage

industry

and

Hindustan

Coca

Cola

Beverages Pvt. Ltd. Time dimension: The time dimension of the study was approximately 8 weeks as provided by the institute guidelines during summer training period.

72

Sampling unit: The retailers of Grocery shop, E & D, Convenience shop, Medicine store and Juice corners was selected from different places of Ghaziabad. •

Sampling size: 550 Outlets.

•

Sampling

procedure:

As

Coke

has

mainly

three types of modules of customers as:Grocery store, Convenience store & E&D with different grades so sampling size was divided according to area, type of store & VPO of the store. •

Sampling retailer

method:

Data

were

collected

survey. The retailers were

contacted

and

interviewed

at

by

directly

their

retail

counter.

73

CHAPTER - 8

FINDINGS & ANALYSIS

STATUS

OF

OUTLETS

COVERED

FOR

SAMPLE

SIZE 74

Out of sample size of 600 - old retailers were 350 and new were retailers 250.

8.1: QUESTIONNAIRE FOR EXISTING RETAILERS Q1. Name of Outlet: Q2. Location: For first part of survey(existing retailers) location was decided according to sales; (data from Hindustan Soft Drinks) area having more sales was given more part of sample size for existing outlets, in order to understand the psychology of existing outlets as shown in Figure 9.

Q3. Life span of business: Q4. Total sale per day: Q5. Criteria no.’s (7 criteria’s for a new outlet) of the retailer: Q6. Type of Outlet: Each route under HSD was analyzed with delivery van & complete knowledge about the area was taken from respective market developer of each area. So, distribution

of

sample

size

for

type

of

outlets

75

(existing) was according to the route plan of delivery vans as shown in clear in Figure 10.

As clear from graph of existing outlets the most of the outlets we approached are Grocery stores, E & Outlets and Convenience stores. It makes clear that Coke is having very less business with Medical stores & Juice corners. So, this part of market needs more attention. There is huge potential is this area so must be targeted effectively. E & D existing outlets covered were 71 as 53 were E&D 1 & 18 E&D 2. It signifies that company is lacking in sales for E&D 2. Q7. Deal with beverages, packaged juices and packaged water: Q8. If yes, which brands? Q9. Retailers VPO (Volume Per Outlet)

Q10. How often do u order? Q11. Reasons for doing business with Coke Q12. Problems faced while doing business with Coke.

76

➢

C r o s s t a b u l a t i o n o f Q 2 ( L o c a t i o n ) & Q 4 ( Sa l e p e r day) Sale per day of Coke (Rs)

S.

Location &

<

No

No.of outlets

250

500

750

1000

1250

1251

Total

3.37

10.1

22.47

23.6

25.8

14.61

100

0

4

10.6

37.3

16.01

100

7

3

9.68

17.7

6.45

100

251 -

501 -

751 -

1001

>

Govindpuram 1.

(89) Kavi nagar

2.

3.

2.66

(75) Rakesh Marg (62)

1

%

12

21.33

Wi th

9.68

41.9

14.51

4

4

Ghantaghar 4.

(43) Dadri Road

5.

6.

27.9

51.1

0

6

10

23.3

16.30

0

4.64

0

100

16.30

0

23.3

26.67

100

0

100

In

(30) Gandhi Nagar

Th

(10) Mali wada

e

3 40

10

3 30

0

20

77

7.

(19) ShastriNagar

8.

(22)

21.0

31.5

Lo

5

8

ca

36.3

31.8

tio

6

2

21.05

0

15.7

10.5

9

3

22.7

9.09

0

100

0

100

3

n Total (% / 100 * No. for each one & them of all)

(appo 42

86

62

41

77

34

x)350

Table 1: Cross tabulation of Location & Sale of Coke.

INTERPRETATION

Above table shows the relationship between the average sales per day and the location & No. of outlets. In my sample of 350 existing outlets, I found that all the outlets are not evenly distributed in case of sales in a particular area and income level of different retailers of different areas varies a lot. It is also clear that sale per day of Coke in maximum outlets covered in our area is between Rs.1001 – 1250.

78

Reasons for doing business with Coke S.

Type of

No

Outlets Grocery

B

BS

HD

GS

HP

GQ

AO

1.

Stores(142)

79.5

29.5

84.5

54.9

44.3

78.8

47.8

0

8

0

3

6

7

9

16.6

0

33.3

16.6

0

0

0

3

7

Medical 2.

Stores(6) E & D

3.

Outlets(71) Convenience

4.

Withi n

7 85.1

24.3

48.6

74.3

29.7

78.3

66.2

4

2

5

2

3

8

1

75

38.2

88.2

57.8

29.6

76.5

60.9

8

8

0

9

6

3

0

0

0

0

0

0

109

271

208

123

268

198

Type

store(128) Juice

5.

%

Of 33.3

Corners(3) Busi

3

ness Total (% / 100 * Total No. for each one, then

274

sum of all).

➢

Cross tabulation of Q6 (Type of outlet) & Q11 (Reasons for doing business with Coke). Table 2: Cross tabulation of Type of outlets & Reasons for doing business with Coke.

v alue, BS – Better sc hem e, HD – High dem and, GS – Good Supply , HP – High profit, GS – Good Serv ic e Qualit

79

80

INTERPRETATION

From this table it is clear that maximum retailers want to do business with Coke because of Brand value, High demand and Good service quality. It also shows that:•

The major reasons for keeping Coca Cola products by grocery store are brand value, high demand and good

service

quality,

but

less

population

is

satisfied with schemes and discounts provided by company. After analysing market it was found that Pepsi is providing more schemes and discounts as compare to Coke. •

Sale of products in Medical stores is very less so huge

potential

effective

is

schemes

there. to

Company

motivate

them

should to

make

sell

their

products. •

The major reasons for selling Coke products by

E & D

outlets are Brand value, Demand and Good supply quality. But after analyzing the E & D outlets E & D type 1 are 53 and type 2 only 21. E & D type 2 outlets were selling more Pepsi as company is providing

them

selling

assets

like

chairs,

tables, racks etc

81

•

After studying Convenience store market it came to know that this sector was most satisfied and they are enjoying lot of reasons for doing business with Coke.

•

If discussing Juice corners, Coke is having very less reach to them. There is a major gap which needs to be bridged.

In Ghaziabad this is sector is almost untapped so, lot of potential to increase business is there.

82

➢

Cross tabulation of Q2 (Location) & Q12

S.

Location of

N

outlets

(Problems

faced

while

doing

Problems faced while doing business with

Avg.

Coke

(Sum of

TF

SM

SA

DO

CI

DM

AO

o.

all / No.)

Govindpuram 1.

(89) Kavi nagar

2.

25.84

7.87

14.60

62.92

48.31

70.78

30.33

2.93

22.67

8

18.67

25.33

46.67

30.67

46.67

2.65

40.32

27.4

11.29

37.09

61.29

58.06

61.29

4.79

44.18

18.6

6.97

34.88

62.79

13.95

37.20

5.08

6.67

3.33

0

23.33

23.33

70

56.67

6.11

0

0

40

0

50

40

20

15

21.05

10.5

0

31.57

47.36

0

57.89

8.86

27.27

0

13.63

31.81

18.18

0

40.90

6

96

41

71

133

168

144

155

%

(75) Rakesh Marg

3.

Wit

(62)

h

Ghantaghar 4.

(43) In

Dadri Road 5.

(30)

The

Gandhi 6.

Nagar (10) Nehru Marg

7.

(19)

Loc atio n

Shastri 8.

Nagar(22)

Total (% / 100 * No. fo reach one & them of all)

business with Coke). Table 3: Cross tabulation of Location & Problems faces while doing business with Coke

INTERPRETATION

1. From the above cross tabulation it is clear that Gandhi Nagar is facing more problems while doing business with Coke followed by Nehru Marg & Dadri 83

2. It also reveals the fact that most common problem is, complete information & daily schemes. According to retailers delivery men were not providing them the complete information. 3. As

distribution

shortage

from

is

indirect

plant

too,

and daily

sometimes

there

in

becomes

orders

is

trouble for retailers. 4. As clear from the table that most common problem faced

by

retailers

is,

complete

schemes. The reasons changing

daily

and

were

no

information

that as

written

&

daily

schemes

were

notice

comes

from

concerned authorities they have no choice other than to ask delivery man about the schemes & have to believe on him up to a great extend. Any other problems are as:•

Retailers want credit facilities.

•

Mode of payment.

•

Service of Visi coolers.

•

Size of cooler not in proper ratio with sales.

•

Busted Bottle replacement conditions.

•

B.T.C (Below the crown) offers:Retailers were not satisfied with the B.T.C offers, as retailer has to pay on spot its customers the discount under B.T.C and company was taking lot of time to pay them back and even sometimes they were not 84

accepted by company as they come with short life period.

Loss

due

to

delay

in

collecting

and

submitting those crowns in company which is the duty of sales man has to be unwillingly bear by the retailer. Problem become terrible when a customer demands a gift mentioned under B.T.C. •

Policies made for Schemes and discounts:While doing first part of my survey that was to analyze existing retailers an important fact came to my notice that schemes and discounts were not fixed i.e. they change frequently and sales man were taking undue advantage of this policy.

•

Timing and frequency of van:-

It was most common problem of retailers of Ghantaghar and Rakesh Marg. The reason was that delivery vans of these two areas were of less capacity and the area is also congested. These factors become problem for the delivery men to reach every retailer in same day.

85

But if we discuses Shastri Nagar and Govindpuram, these two areas are largest areas under Hindustan Soft Drinks (HSD), thus becomes difficult for the delivery van to cover whole area in one day. Moreover problems become worse when demand of soft drinks is high and delivery van becomes empty before covering the whole area. •

Few retailers did not also like the behaviour of Sales man.

Depth of problems in different areas.

Figure 13

86

8.2: QUESTIONNAIRE FOR NEW RETAILERS

Q1. Name of Outlet: Q2. Location: Q3. Life span of business: Q4. Total sale per day: Q5. Criteria no’s Q6. Type of Outlet Q7. Reasons for not doing business with Coke?

Suggestions, if any:-

87

➢ Findings - Q2 & Q6 - Location & Type of outlet.

For distribution of the sample size for new location & new outlets it was decided that the area & type of outlets which were giving less sales must be having more part of sample size, in order to smudge the reasons for less sales in particular area and type of outlet.

88

Cross tabulation of Q6 (Type of outlet) & Q7 ( R e a s o n s f o r n o t d o i n g b u s i n e s s w i t h Co k e ) . Reasons for not doing business with Coke S.

Type of

N

Outlet

NA

LD

P

CP

C

DS

L

N

AO

35.7

0

28.5

64.2

32.4

59.5

0

0

19.0

7

9

8

2

40

38.5

4.28

o Grocery

1.

Store (42)

1 Medical

2.

Store (70) E & D

3.

4.

%

Outlets (52)

5

Wit h In

44.2

77.1

42.8

9

4

6

53.8

0

21.1

32.6

5

9

34.1

19.5

5

1

5

7 0

44.2

Typ

Stores (41)

e

29.2

Of

7

Bus

22.2

62.2

37.7

82.2

15.5

ines

2

2

8

2

6

96

82

84

117

48

0

0

9 63.4

0

0

6

Convenience

0

0

53.6

23.0 7

0

0

7

14.6 3

Juice

5.

Corners(45)

6.67

28.8

73.3

51.1

9

3

1

13

64

49

s Total (% / 100 * Total No. of outlets, then

86

sum of all). Table 4: Cross tabulation of Type of outlets & Reasons for not doing business with Coke

Dem and, P – Profitability , CP – Company Polic ies , C – Competition from nearby outlet, DS – Dis tribution Sy s tem

89

INTERPRETATION

The

reasons

for

not

doing

business

with

Coke

were

segmented into 9 major factors. The major reason was that retailers were not satisfied with company policies as clear from the table too. A major factor is:•

Selling Goods Assets (SGA). It means those assets which help a retailer to sell goods. As refrigerator was an important SGA for a retailer and every

retailer

impossible

for

was the

demanding company

to

it,

so

it

satisfy

was need

becoming of

every

retailer. •

Second

major

factor

was

company

never

approached

and according to company too, they have only covered 13% FMCG outlets, while FMCG giant HUL has covered 82% FMCG outlets. Thus lot of scope for company to expand business. •

Thirdly

in

Ghaziabad

distribution

is

indirect

(manufacturer to dealer then to market), and retailers have commented a lot on this factor and effect of this is shown in table too. •

Fourthly Coke is providing less commission, schemes and

discounts

as

compare

to

its

follower

Pepsi

and

retailers are only interested in profit.

90

•

Non suitability was another factor as medical stores and juice

corners

were

resisting

for

doing

business

with

Coke. Company need to make special policies to tab this untouched market. •

Any other factors include:-

•

Providing

selling

good

assets

(S.G.A)

to

retailers at the initial stage was impossible for the

company

so

retailer, company them,

which

to

satisfy

gives

depends

the on

needs

of

every

priority

level

to

location,

sale

of

products etc. •

The major reason for not entering in soft drink sector by grocery store is that they find lot of problem

when

customers

take

R.G.B

bottles

and don’t return them back. •

Lack of knowledge about the product line.

91

Life span of business (Years) S.

Location of

No

outlets Govindpuram

Total <1

1-3

>3-5

>5-7

>7-9

>9

0

20

35

30

0

15

100

4.34

30.43

17.39

0

0

0

100

%

1.

(20) Kavi Nagar

2.

(23) Rakesh Marg

3.

(25) Ghantaghar

0

12

36

52

0

0

100

4.

(27) Dadri Road

0

3.7

44.44

51.85

0

0

100

With

In

5.

(39) Gandhi

23.07

19.23

11.53

46.15

0

0

100

6.

Nagar (33) Nehru Marg

0

9.09

21.21

39.39

30.30

0

100

7.

(37) Shastri

2.70

40.54

45.94

0

0

10.81

100

8.

Nagar (46)

28.26

45.65

13.04

0

13.04

0

100

The

Loca tion Total (% / 100 * Total No. of outlets, then

(appr 24

61

67

64

16

4

250

sum of all).

Cross tabulation of Q2 (Location) & Q3 (Life span of business). Table 5: Cross tabulation of Location & Life span of business.

92

INTERPRETATION

It is clear that there is huge potential for the company to expand its business as lot of market is intact. Company should first find out the reasons why this market remain untouched

and

then

extend

its

product

line

to

these

untouched retailers by providing better guidance to sales people

and

by

providing

lucrative

schemes

to

these

retailers.

93

OTHER GENERAL FINDINGS •

Pricing of products as - 200 ml for Rs. 8 & 600 ml for Rs. 22. It becomes difficult for the retailer to pay back the balance money.

•

Competition with local drink like- Fruit juice, lemon water, sharbat, lassi & tea.

•

Competition with local drink brands like- Jayanti, Lijjet, Prem ji in small areas.

•

Most of retailers are having problem with timing and frequency of van. Dealers should increase the frequency or add more vehicles were required.

•

Impurity of Coke Visi coolers.

•

Brand order is not maintained in coolers.

•

The marketing strategy of Coca-Cola is better than its main competitor.

•

The

sales

promotion

techniques

like-

discount

to

monopoly retailers & schemes on products is better than the competitors. •

The market share of Coke products is higher than the other products.

•

Thums-up is the leading brand of Coca-Cola in different regions.

•

Sale of a product is largely based on display.

•

Company investing more focus now in retailers of rural areas.

•

Aggressive

advertising

campaigns

of

Coca-Cola

in

Ghaziabad helped it lot to increase its sales.

•

I found the proper display of products in racks & in coolers.

•

Sales

of

Coke

are

increasingly

rapidly

in

Ghaziabad

market where I do work study mostly. 94

•

Retailers play an important role while selling products as they can divert the desire of a customer by providing same thing of other brands.

•

Found many good outlets that want Visi coolers from coca-cola.

•

Also found dead & useless coolers.

•

Some retailers complain about the service & repair of coolers.

•

Retailers want if company want to change schemes daily delivery people should come

with

written orders from

concerned authorities as they fell they are cheated. •

The most popular flavour in the market is Thums Up.

•

From the Coca-Cola products Thums Up and the Pepsi products Dew is the highest selling in the market.

•

Coca-cola is the market leader in overall market.

•

In the case of the packaged drinking water Aquafina (Pepsi) is selling more than Kinley (Coke).

•

I have found that a retailer gives more preference to the

Coca-Cola

products

like

Thums-Up,

Mazaa,

Sprite, Limca and Fanta. •

Minute Maid, pulpy orange is sellable more in Kavi Nagar market.

•

If

discussing

schemes

&

discounts,

Pepsi

is

providing more schemes than the Coca-Cola. •

Sales

have

increased

after

locating

Visi

cooler

outside of outlet. •

The companies’ new concept pre-sale is welcomed in market

•

Few

retailers

do

not

get

the

company’s

actual

scheme. •

Products

are

sold

out

of

assigned

areas

by

distributors in order to increase sales. •

If retailers complaints regarding discounting & trade scheme then they are not responded properly. 95

•

There is a communication gap in distribution channel so

retailers

are

not

getting

advantages

of

discounting & trade scheme.

Exclusive outlets found during survey on existing outlets: Figure 16: Exclusive outlets

96

Different

types

of

outlets

selling

different

brands Figure 17: Different types of outlets selling different brands

97

CHAPTER - 9

98

LIMITATIONS,

SUGGESTIONS & CONCLUSION

9.1: LIMITATIONS •

The study was restricted to 8 regions of Ghaziabad only, with sample size of 550 (350 new outlets & 200 new outlets) so, the interpretations & findings are accordingly to it only.

•

The time period of 2 months was the major limitation.

•

Due to the financial and time constraints the study was not able to include more retailers.

•

To convince the retailer for a proper interviewing process was also difficult.

•

Retailers some time give wrong data.

•

The reluctance on the part of the retailers was also a major setback.

•

The analysis of project was based on observations and interpretation on the basis of sample survey.

•

Another limitation could be lack of knowledge. Being a student I undertake this project as a learning experience. I have made many mistakes and then learned from them. I have tried my best to be as authentic and as accurate as possible in the research analysis taking the help of my project mentor on relevant primary and secondary data.

•

The secondary data was not easily available.

•

Limited

knowledge

of

the

researcher

in

the

field

of

research may lead to interpretation errors. •

Certain

retailers

were

not

comfortable

divulging

the

figures and data, as they want to keep it confidential. •

The respondents may be based or influence by other factor. 99

•

A

busy

schedule

of

dealers/retailers

had

made

my

collation of information very difficult. •

The projection is purely based on verbal meetings and may be influenced by unprecedented factors.

•

Non-co-operative

behaviour

of

respondent

was

a

big

problem in this survey & it is the important fact which should be taken into consideration. •

The

minor

concept

&

techniques

at

the

marketing

management are used significant in the project concern. •

The research was based on primary collection of data so there may be chances of human error and biasness.

9.2: SUGGESTIONS •

The

company

should

measure

retailers’

satisfaction

regularly. •

Company can increase the sales if it will consider more on retailers, their suggestions or complaints about service and product so that necessary actions can be taken.

•

Review meeting should be often held so that the working pattern of the sales people can be checked and improved if needed.

•

Company representatives should visit retailers and should make a long-term liaison with retailers so that they can push the product.

•

Since brand value of Coke & expectation of retailers from this brand is high, as the brand image shows their quality is supervene so the company should also take feedback time to time. By this they can maintain their brand loyalty in their customers.

10 0

•

Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand.

•

Increase the number of dealers and retailers as this will help in making high sales volume.

•

Cash discount should be given &it should be competitive and luring.

•

Try to maintain the good image of the monopoly outlets in market by developing the image i.e. by glow boards, sign boards,

and

point

of

sale

material

(P.O.S.M)

and

by

providing good quality services. By this the monopoly of the retailer will continue and it will promote other retailers to adopt Coke monopoly. •

Company should also attain to small outlets so that there sales can increase.

•

Company should diverse its business in related parts of F.M.C.G sector like-Ice creams, butter & chocolates as company has well established systems in every.

•

Now company should launch new taste of soft drinks like recently

launched

Minute

Maid

&

also

launched

new

product in another flavours. •

Company representatives should search new areas for increase in sales.

•

In winter Season company gives more discount & schemes to the retailers so they sell more our product.

•

Company must make aggressive & new strategies to fight with major competitors and local cold drinks brands.

•

Company should promote new dealers.

•

If possible try to give more discounts and schemes were ever required.

•

Supply and distribution system should improve in the areas like Ghantaghar and Rakesh Marg.

•

The company should work out in their complaints regarding to the Visi cooler.

•

Company should give proper schemes to the outlet. 10 1

•

The refrigerator purity should be given the priority.

•

Overall services should be improved for getting more sales and to continue to be the market leader.

•

Proper usage of P.O.S.M material.

•

Company should take the problem of “cut off rates seriously”.

•

Coca-Cola should be written on florescent boards displaying location and distances on road.

•

Illegal distribution done by some distributors should be minimized.

10 2

9.3: CONCLUSION Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein. As there is a proverb:-

“Far from eye, far from heart” Thus marketing role plays a very important role in achieving the objectives of a company. Undoubtly, value utility is created by the manufacture of product or service but time and place utilities are created by marketing role. According to Drucker, “Both the market and the distribution channels are often more crucial than the product”. They are primary: the product is secondary. In an economy like that of India, where marginal shortages can lead to disproportion, distortion in prices, a dependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products. All

from

the

above

study

not

withstanding

its

restricting efforts Pepsi is still far away with its great competitor like Coke.

10 3

CHAPTER - 10

SIGNIFICANCE OF STUDY 10.1: To the researcher: •

It gave a chance to use the conceptual knowledge in actual environment and prepares the researcher to use the knowledge for better in his future endeavours. 10 4

•

It helped in the assessing the factors, which influenced the

retailers

purchasing

and

selling

products

to

the

consumer from Coca-Cola. •

The

study

fulfilment

is of

essential PGDM

for

the

curriculum.

researcher

in

The

gave

study

partial the

researcher the experiences to conduct survey.

10.2: To the company: Cold drinks companies are facing a great competition nowadays. Consumers are very much aware and curious about

safely

products,

services,

brands

and

other

upcoming products. This study provides an insight to the company that what kind of strategies must be adopted in order

to

sell

more

products

to

consumers

and

also

satisfying them.

10.3: To the others: The study gave an insight into various aspects of the Beverage companies, discussed in this study. One can easily come to know about what is happening in Beverage companies in the current environment. How they make attraction of Retailers & consumer mind.

10 5

CHAPTER - 11

ACHIEVEMNTS IN TERMS OF SALES FOR THE COMPANY. In

two

months

of summer training

work

I receive

an

exclusive live project work. While doing survey we were told to expand market share of Coke in area under the Hindustan soft Drink (HSD) the leading distributer of coca cola in Ghaziabad. Their previous achieved sales were 3.20 lakh’s cases per year. A current target average sale for them by company is 3.5 lakh’s cases.

1 1 . 1 : M O D E L S A N D W O R K I N G F O RM A T S

10 6

These were made clear to us before working on this live project and they are as:-

•

SEGMENTATION MODEL: - Appendix 3

•

PITA

MODEL:

-

Population

(number

of

shoppers

or

consumers in given universe) + Incidence (% of population that

buy

our

product)

+

Transaction

size

(amount

in

volume bought per transaction) + Avg. Profit (amount of profit in value per transaction). Appendix 3 •

Working format for new and existing outlets. Appendix 2 Various questions were asked from both new and existing retailers as mentioned in format.

11.2: THE 3A’S STRATEGY WAS FOLLOWED:This strategy is for increasing numbers of retailers and is based on the belief that consumers will buy our products it they are Available, Affordable and Acceptable. The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumer’s. How does Coke position its limited resources to help meet its best. A brief explanation of these 3A’s is as follow:Availability:Some of the ways in which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, and marketing. 10 7

Affordability:The

ways

to

address

affordability

include

pricing

decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective. Acceptability:Making Coke brand and its product line the beverage choice

for

any

occasions

depends

on

a

variety

of

strategies to reach the target audience. The common strategies bespoke to effect acceptability were though sponsorships,

promotion

youth

market

activities,

community programs, and other activates.

11.3: WORKING METHODOLOGY 11.3.1: Route visit:•

We visited the routs with the distributer’s vehicle where the distributer supplies the products.

•

I observed the display norms for outlets in all route & each type of outlet.

•

Every

morning

I

went

to

one

corresponding

route

&

observed all techniques of selling product to retailers by coca-cola salesman & also try to know the mentality of the consumers and retailers. •

I visited all routes under HSD with delivery man and market developers of respective areas.

•

With this work I take interview retailers ask them about OYA refrigerators, visi coolers & display items.

11.4: FOCUS ON AVAILABILITY OF PRODUCTS IN OUTLET. 10 8

There

is

big

difference

between

the

availability

of

products in market & outlets. Coca-Cola want that their product

displayed

in

each

outlet

in

market

so,

it

is

important that the product first available in market after than it put on outlets.

10 9

11.5: FOCUS ON VISIBILTY OF COKE PRODUCTS IN OUTLETS. •

The aim of coca-cola is that its product should be visible for the customers so company gives to retailers racks so many display items.

•

Now

days

the

company

is

giving

Visi

coolers

to

retailers for visible their chilled product in market for more sales.

•

Extra

focus was

given on

monopoly outlets and

Pre

selling concept.

11.6: ACHIEVEMENTS. I opened 27 new outlets, installed 4 OYA refrigerators (Own Your Assets) appendix 4, installed 49 Visi coolers (in existing & new outlets) and upgraded refrigerators of 7 outlets.

*

STATUS, E = Existing, N = New. Where cooler size was upgraded. OYA

=

Own

Your

Assets

(Refrigerators

sold

by

collecting draft).

11 0

DADRI ROAD S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1. 2. 3. 4.

Baba Hotel Shiv Kiryana Store Chawal Mill, Canteen Goyal Provisional

Lohai mandi Chaprola Chaprola Lohai Mandi

E E E N

9 9 30 9

5. 6. 7. 8. 9. 10. 11.

Store Anju Anupurana Sawati Store Samtal -1 Lavish General Store Boby General Store Rakesh Kiryana

Lal kuwa Lal kuwa Lal kuwa Dadri road Chaprola Girdarpur Lal Kuwa

N E E E E N N

9 20* 20 30* 9 9 OYA

GOVINDPURAM S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1. 2. 3. 4. 5.

Sachin Book Depo Durga Confectionary Muskan Confictionary Santosh Dept. Store Akg College (Boys

Indergadi Gangapuram Gangapuram Gangapuram Govindpuram

E E N N E

20 30* 30 9 9

6. 7. 8.

Hostel) Rainbow Singhal Sweets Puja Departmental

Harsava Govindpuram Govindpuram

N E E

20 20 20

9. 10.

Store Koshik Medicoach Laxmi Prov. Store

Govindpuram Govindpuram

N N

9 OYA

11 1

GANDHI NAGAR S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1.

Snow

Ice

Gandhi Nagar

N

20

2. 3. 4. 5. 6.

Point Hind Super Store Dolphin Store Raju Sweets Babar Sweets Raj Kumar Tea

Gandhi Nagar Mms College Tehsil Tehsil Tehsil

E E N E N

20 30* 9 9 9

7.

Stall Yadav Sweets

Tehsil

N

20

Bell

KAVI NAGAR S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1. 2.

Goyal Archna Cosmetic

F Block E Block, Nagar

E N

9 9

3.

Rohi Prov. Store

Nigam K Block, Shiv

N

9

4. 5.

Setty Electronics Gandhi

Mandir C Block F Block

N E

20 9

6.

Communication Bala Ji Cold Drink

Hapur Road

N

_

M AL I W A D A S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1. 2. 3.

Kwality Store Pavitra New Dharm Dairy

Mali Wada Mali Wada Nehru Nagar

E N N

20 9 9

11 2

SHASTRI NAGAR S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1. 2. 3.

Good Morning Ishu Confectionary Shubham Prov.

Shastri Nagar Shastri Nagar Mahindra Enclave

E E E

9 9 9

4. 5. 6. 7. 8.

Store Sona Prov. Store A.K Confectionary Lalit Pan Shivam Chodhary Dept.

Mahindra Enclave Main Road Shastri Nagar Mahindra Enclave Shastri Nagar

N E E E E`

9 9 20* 30* 30*

9.

Store Vandhna

Mahindra Enclave

N

OYA

10.

Store Tirupati Balaji

Mahindra Enclave

N

OYA

Prov.

RAKESH MARG S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1. 2. 3. 4. 5.

Vidatri Kendra Kamak Thok Vikreta Gova Confictionary Chacha Dish Gorav Prov. Store

Ashok Nagar Nehru Nagar Ashok Nagar Ashok Nagar Rakesh Marg

E N E N N

9 9 9 9 20

11 3

GANTAGARH S. NO.

NAME OF OUTLET

LOCATION

STATUS

SIZE

1.

Fardeen

Ghantaghar

E

9

2. 3.

Confectionary Balaji Food Point Fine Chicken Point

Ghantaghar Near Manohar

N E

9 20

4.

Prince Beauty Corner

Cinema Ghantaghar

N

9

11 4

11.6: SOME IMPORTANT POINTS Benefits of installing a Visi cooler:•

Attractive presentation of products.

•

Consumer’s connivances easier access to the product.

•

Increase in sales and income. When consumer see the product he willing to buy it.

•

It fills the consumers want & willingness.

•

The salespersons easily come to knows that what is in the cooler and what would be the demand of the retailer. Benefits of install a cooler outside the outlet:-

•

Larger income. More consumers will buy beverages from shop. JO DIKTA HAI WHO BIKHTA HAI.

•

Increase in selling space.

•

Outside

cooler

arouses

more

consumers’

interest

and

increase sales through good beverage exposure. •

Outside

outlet,

it

enlarges

the

amount

of

consumers

visiting outlets. •

Easier access to chilled product triggers the consumers purchase impulse.

•

Effective use of shop space.

•

Attractive and convenient form of beverage presentation.

•

Complimentary installation and services.

11 5

Cooler installation process:Company set the coolers in a systematic way the way is following. •

To examine the prime position of Visi cooler outside the outlet.

•

Night cover for the cooler.

•

After establishment of the guarder than cooler set

•

When cooler has been set in guarder than the price communication on cooler tray & set the trays properly in coolers.

•

When the cooler is properly installed at outlet after it is charged by Coke products follow the brand order.

•

We also set the menu boards with combo on e & d outlets.

•

On small convenience outlets we put their also hanging rack.

•

Set up warm display on outlets. Benefits of setting up menu boards with combo:-

•

Transaction value increases (meal + beverages) and as a result, raises trade turnover and income.

•

Attractive offer for the consumers.

•

Combo visualization shortens consumer’s decision making time.

•

Chosen

meals

purchase

suggestion

makes

dish

preparation and sales planning easier. •

Seeing

“saving”

communication

consumers

perceive

combo as promotion and buy them more willingly. •

Combo price is prominently visible to the consumer.

11 6

Benefits of setting up hanging rack •

Easier access to product for consumers.

•

Easier product merchandising.

•

Product in order and visible.

•

Selling space enlargement using small outlet space.

•

Placed on consumers route will trigger impulse so that a lot

of

consumers

will

buy

beverages

in

soaps

thus

increasing transaction value. Benefits of setting up warm display •

Attractive presentation of products in coolers.

•

Consumer’s connivances easier access to the product.

•

Increase in sales and income. When consumer sees the product he will be willing to buy it.

•

Less

time

spent

by

the

shop

staff

in

filling

up

the

products. •

It fills the consumers want & willingness.

•

Seeing

“saving”

communication

consumers

perceive

display as promotion and buy them more willingly.

11 7

BIBLIOGRAPHY WEBSITES •

C o c a Co l a I n d i a

•

Myenjoyzone

•

Beverage Marketing

Corporation •

Beverage Digest

BOOKS •

Company’s monthly circulars

•

AC Neilson research papers

11 8

APPENDIX •

Questionnaires

•

Work Formats

•

Sales Presenter

•

Drafts

•

Cash Bills

APPENDIX – 1 Questionnaire for Existing Outlets:

Hindustan Coca Cola Beverages Pvt. Ltd. Disclaimer:This survey is being carried out to in compliance of the course curriculum of the Summer Trainee, by filling out this questionnaire you accept and provide the permission to use the data in the survey. The questionnaire will take 5-6 mins. to fill out (result of the pilot test). Just tick (

) whichever is applicable

in the appropriate questions.

Questionnaire 11 9

Q1. Name of Outlet: Q2. Location: Q3. Life span of business: Q4. Total revenue per day: Q5. Criteria no.’s (7 criteria’s for a new outlet) of the retailer. Q6. Type of Outlet a. Grocery Store

b. Medical Store c. E & D

Outlets d. Convenience store

e. Juice Corner

T1

T2

Q7. Deal with beverages, packaged juices and packaged water a. Yes

b. No

c. Not all

Q8. If yes, which brands? a.

Pepsi

d.

Dabur

b. Coco cola

c. Parle

e. Any others

Q9. Retailers VPO (Volume Per Outlet) a.

Coke

b. Pepsi

c. For

other Q10. How often do u order? 12 0

Q11. If you do business with Coke, give reasons for keeping it. a.

Brand Value

b.

Better

scheme c.

High Demand

e.

High Profit Margin

d.

Good Supply f.

Good Service

Quality g.

Any Other

12 1

Q12. Any problem do you face while doing business with a Coke. a. Timing & Frequency of Van

b.

Sales man’s

d.

Daily in orders

ability c. Sales man’s attitude

e. Complete information & daily schemes f. Delivery man’s professionalism h. Any Other

Suggestions, if any:-

Signature

Dated: - …/…/2009

Questionnaire for New Outlets:

Hindustan Coca Cola Beverages Pvt. Ltd. 12 2

D / STL

Disclaimer:This survey is being carried out to in compliance of the course curriculum of the Summer Trainee, by filling out this questionnaire you accept and provide the permission to use the data in the survey. The questionnaire will take 5-6 mins. to fill out (result of the pilot test). Just tick ( ) whichever is applicable in the appropriate questions.

Questionnaire Q1. Name of Outlet: Q2. Location: Q3. Life span of business: Q4. Total sale per day:

Q5. Criteria no.’s (7 criteria’s for a new outlet) of the retailer? Q6. Type of Outlet a. Grocery Store Outlets d. Convenience store

b. Medical Store

c. E & D

e. Juice Corner

T1

Q7. Reasons for not doing business with Coke? a. Never approached by the company b. c. e. g.

Profitability Competition from the near by outlet lack of space in shop i. Any other

d. f. h.

T2

Less Demand Company Policies Distribution system Non Suitability

Suggestions, if any:-

Signature

Dated: - …/…/2009

New Outlet Opening – 2009(Tracker)

rea / Location

Target

12 3

MD / STL

S. G. A

Em pty Sta tus

Date of IceOpenin Box g Type K P ODate Bill No. Type of refrigera Estimat tored VPO + Size Channe Ko l PEP J OWN Sells u Chips s PEP t Cooling Equipm T Ko ent i c Pepsi k Own Locati / ( on Area ) Criteria NO. (1 To 7) Contact No. Distribu tor Outlet Addres Name s

New Outlet Opening – 2009(Tracker) S.Contact no

Area / Location

No.

OutletTarget Name

12 4

12 5

SALES PRESENTER

12 6

DRAFTS

12 7

CASH BILLS

12 8