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By:By:-- Mr.AbhishekMr.Abhishek MondalMondal

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Project title:Project title:

Availability Check & Activation ofAvailability Check & Activation ofAt Work channelAt Work channel

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HISTORYHISTORY how it startedhow it started

Dr.John Stith Pemberton first introduced the

refreshing taste of Coca-Cola in Atlanta, Georgia.It was May 8 of 1886 when the pharmacistconcocted a caramel-coloured syrup in a three-legged brass kettle in his backyard.

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About Coca Cola CompanyAbout Coca Cola Company

The Coca-Cola Company is a global company with someof the world's most widely recognized brands. Thecompany exists to benefit and refresh everyone ittouches.

Coca-Cola has a truly remarkable heritage. From ahumble beginning in 1886, it is now the flagship brandof the largest manufacturer, marketer anddistributor of non-alcoholic beverages in the world. .

Companies corporate headquarters are in Atlanta,with local operations in over 200 countries around theworld with over 400 beverage brands. Coca-colacaptures approximately 44% of the global market.

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CocaCoca -- Cola IndiaCola India

Coca-Cola India (CCI) .The countrys largestCarbonated Soft Drinks producer refreshes millionsof consumers through the exciting range ofbeverages through a network of more than one millionoutlets.

The company has invested more than US$ 1 billion inits Indian operations, emerging as one of thecountry's top international investors .

The companys product range and marketing reflectIndian tastes and lifestyles and company is deeply

involved in the life of the local communities in thecountry.

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CocaCoca -- Cola IndiaCola India

The business system of the Company directly employsapproximately 6,000 people, and indirectly createsemployment for more than 125,000 people in relatedindustries through their vast procurement, supply and

distribution system. The vast Indian operations comprises,25 wholly-

owned- company-owned bottling operations, 24franchisee-owned bottling operations. That apart, anetwork of 21 contract-packers also manufactures arange of products for the Company.

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CocaCoca -- Cola IndiaCola India

On the distribution front, 10-tonne trucks, open-baythree-wheelers that can navigate the narrowalleyways of Indian cities constantly keep theirbrands available in every nook and corner of even the

countrys remotest areas.

These are only some of the facts that speak abouttheir commitment to the growth of the IndianEconomy.

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COKETrademarks The Worlds MostCOKETrademarks The Worlds MostValuable AssetsValuable Assets

its most valuable assets happen to be the trademarksthey possess. For Coca-Cola, the most drunk softdrink on earth is one of the world s best-known andmost admired trademarks, recognized by more than

90 percent of the world s population.

the Coca-Cola trademarks happen not only to be itsmost valuable assets but of the entire earth.

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CocaCoca--Cola Advertisements Its The RealCola Advertisements Its The RealThingThing

Throughout the years, slogans for Coca-Cola havealways been memorable. Here are some highlights:2000 - Coca-Cola Enjoy1993 - Always Coca-Cola1990 - Can t Beat the Real Thing

1989 - Can t Beat the Feeling1986 - Red, White and You1982 - Coke Is It1976 - Coke Adds Life1971 - I d Like to Buy the World a Coke1969 - It s the Real Thing

1963 - Things Go Better with Coke1959- Be Really Refreshed1944- Global High Sign1942- It s the Real Thing1936- It s the Refreshing Thing To Do1929 - The Pause That Refreshes

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PRODUCTSPRODUCTS

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Glass 200ml,300ml

PET 500+100ml,1.5L,2L,2.25L

Can 330ml

Fountain Various Sizes

Glass 200ml,250ml

PET 100ml

Tetrapack 125ml,200ml

Fountain Various Sizes

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Thums Up isaleadingcarbonatedsoftdrinkand mosttrustedbrandin India. Originallyintroducedin 1977,Thums Up wasacquired

byThe Coca-ColaCompanyin 1993.

Thums Upisknownforitsstrong,fizzytasteanditsconfident, mature anduniquelymasculineattitude. Thisbrandclearlyseekstoseparate the menfrom theboys.

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Internationally,Fanta - The 'orange' drinkofTheCoca-ColaCompany,isseenasoneofthefavoritedrinkssince 1940's. Fantaenteredthe Indian marketintheyear 1993.

Perceivedasafunyouthbrand,Fantastandsforitsvibrantcolor,temptingtasteandtinglingbubblesthatnot justupliftsfeelingsbutalsohelpsfreespiritthusencouragingonetoindulgeinthemoment. Thispositiveimageryisassociated withhappy,cheerfulandspecialtimes withfriends.

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Lime n' lemoniLimca,thedrinkthatcancastatangyrefreshingspellonanyone,anywhere. Bornin 1971,Limcahas

beentheoriginalthirstchoice,of millionsofconsumersforover3decades

ThebrandhasbeendisplayinghealthyvolumegrowthsyearonyearandLimcacontinuestobetheleadingflavoursoftdrinkinthecountry.

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Maazawaslaunchedin 1976. Here wasadrinkthatofferedthesamerealtasteoffruit juicesand wasavailablethroughouttheyear.

In 1993, Maaza wasacquiredbyCoca-Cola India. Maaza

currentlydominatesthefruitdrinkcategory.

Overtheyears,brand Maazahasbecomesynonymous withMango. Thishasbeentheresultofsuchsuccessfulcampaignslike "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maazahain Naam".

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Theimportanceof watercanneverbeunderstated.Particularlyinanationsuchas India where watergovernsthelivesofthe millions,beitaspartofeverydayritualsorasthe monsoon whichgiveslifetothesub-continent

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Inthecompany's journeytowardsthevision 'leadingthebeveragerevolutionin India',now evenGaram matlabCoca-Cola. A hotnewlaunchfrom Coca-Cola India.

Georgia,qualityteaandcoffeeservedfrom stateoftheartvendingmachinesispositionedtotapintothenationsbiggestbeveragecategory.

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Minute Maid- One ofthe world's largest juice andjuice drink brands.

Thecompanydevelopedaprocessthateliminated 80

percentofthe waterinorange juice,formingafrozenconcentratethat whenreconstitutedcreatedorange

juice.

Thelaunchof Minute MaidPulpy Orangein India(starting withthesouthofthecountry)isaimedto

furtherextendtheleadershipofCoca-Colain Indiainthe juicedrinkcategory.

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Michael Porters Five Force AnalysisMichael Porters Five Force Analysis

Bargaining Powerof Suppliers

The bargaining power ofsuppliers is very low.

As the coca cola companyhave developedcaptive suppliers

& enteredinto a contract.So the company

is notatthe mercyofthe suppliers.

Threats from SubstitutesFruit Juices

WaterOthersCold Beverages

Existing Competitors

Pepsi

ParleOtherLocal Brands

Threats from New Entrants

Asthereisnoreportofanynewcompanyenteringthe

Beverage market.

Bargaining power ofBuyers

The bargaining powerof buyers is very high

due to the presenceof various

brands andalsothe unorganized sector.

This gives the buyera wide varietyof brands tochoose from.

There is additionalpressure from buyerto introduce schemesand reductionin cost.

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Project title:Project title: Availability Check &Availability Check &activation of at work channelactivation of at work channel

Checking availability of all Coca-Cola vis--vis Pepsiproducts, w.r.t cold beverages product category.

SKU(Stock Keeping Units) wise CCI products are

available at more than 70% of total outlet surveyed,while PCI products are available only at 40% outlets.

Sales of coke at particular area where competitor is

enjoying monopoly/none of soft drink is present.

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What is ATWORK CHANNELWhat is ATWORK CHANNEL

ATypical "At work" outlet is - An office withCafeteria and recreation centre with Coke and other

Coke brands served in it.

OBJECTIVE:

to build aH

ealthy and long term relationship with theCorporate Customers. Increase the Consumption level with the help of At-

Work Channel in the Corporate. Reach & gain new clients with the help of At-Work

Channel. Give a full-fledged Entertainment, House-hold,

Beverage & food Solution to Coke Clients. Satisfying the already serving clients & inducing them

to increase the consumption of coke products.

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ObjectiveObjective

To checking the availability of Coca Cola product aswell as Competitors Product in the market.

To checking the Effectiveness of Coca ColasDistributors.

To find Pack wise & Brand wise availability of CocaCola India(CCI) & Pepsi Cola India (PCI) products. To identifying the main Channel of sales for

companys products i.e. from eating & drinking &Grocery & others.

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Sample UnitSample Unit

The sample unit consists of some type ofoutlets such as Eating & Drinking spots,Bakery, Sweet marts.

Major sampling unit consists of cafeteria ofITs and BPOs & manufacturing plants.

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Sample SizeSample Size

Total Outlet visited during the projectwas 200 approx.

Source of informationy Information collected from outlets.

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ProcessProcess

Formulated data collection format foroutlets.

Then planning the route to be covered anddeciding on the ratio of channels ofdistribution to be covered in that route.

Personally visiting the outlets & checking theavailability of Coca Colas product and its

competitors.

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Data collection formatData collection formatS.N. Company Location Caterer Contact

Person

Contact No. NOE Available

KO PC

Cooler

KO PC

Requirement

1

2

3

4

5

6

7

8

9

10

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Soft drink Market(pune city)Soft drink Market(pune city)

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Data collected during surveyData collected during survey Totalno. ofoutletvisited-

200.

0

20

40

60

80

100

120

140

160

180

200

colddrinksavailabl

N.A.

totaloutl t

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Problem faced during surveyProblem faced during survey

Unavailability of cooler. Company's (sample unit) security.

No Appointments.

Rainy season (off-season). Due to holidays on Saturday & Sundays,

so survey was not done on maximum

weekends. Due to busy corporate officers so have

to wait for 1-2 hrs or even more.

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AchievementsAchievements

Activated an outlet at IBM(yerwada-kalyaninagar) without cooler, generating a sales ofRs. 1,50,000/month approx.

Activated an outlet at KPIT (Hinjewadi)where supply was not available for last 3months.

Has 8 ready outlets where supply can be

started immediately after cooler is available.

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Issues & ActionsIssues & Actions1. Issues : Non availability of cooler

Actions : cooler should be available as it can affectthe sales and reflects to the bad image of comp.(THANDA MATLAB COCA-COLA)This reason can/has given the competitor great

advantage .2. Issues Closure of some of the Distributioncenters of the company in the city thereby leadingto non delivery of goods & affecting availability.Actions : While appointing the Distributor, company

should look on the infrastructure, policies andprocedures adopted by distributors. The companyshould take a long term view while appointing newdistributors, or should sign a bond for a minimumcontinual period.

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Issues & ActionsIssues & Actions3. Issues :Irregular supply of brand distributors

thereby not delivering on right time & in sufficientquantity.Action Production capacity should be increased, tomeet forecasted sales target for the season & thereshould be sufficient safety stock to meet urgent

demands in the market.4. Issues - Different policies adopted by Distributors

regarding giving credit to the customers & regardingpicking up empty bottles from the market, leading to

loss in sales and thereby affecting availability.Action - There should be uniform policy defined forall the Distributors regarding amount of credit theycan give to their customers and about acceptingcompetitors empty bottles.

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Issues & ActionsIssues & Actions5. Issues Personal conflict of Route Agent with the

customers thereby leading to non-delivery of goodsto them.Action Sales Executive should take a regular feedback from customers regarding the behavior of RouteAgent & should take stringent measures to build

strong relationship with the customers.

6. Issues There is no proper Route Coverage Planthereby may lead to non-delivery of goods to certainoutlets.

Action There should be proper Route CoveragePlan for each route showing the location & name ofthe outlet to be covered & it should be given toRoute Agents so that no outlet get left on the routewhile delivering goods.

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