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WORKING OF SALESMAN WITH
RETAILERS IN MUZAFFARNAGAR
Coca-ColaThanda
Coca-Cola
Submitted for:
U.P. TECHNICAL UNIVERSITY, LUCKNOW
In partial fulfillment of the requirement for the Degree of
Master of Business Administration (MBA)
Two Year Full Time Course
(2006-08)
Under the guidance of: - Submitted by: -
Mr. Vipin Nagar Pradeep Kumar
(Sales Executive) (M.B.A.)
Roll No. 0624970040
SHRI RAM COLLEGE OF MANAGEMENT STUDIES
NEAR ALMASPUR TELEPHONE EXCHANGE
MUZAFFARNAGAR- 251001, (U.P).
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DECLARTION
I, Pradeep Kumar, student of M.B.A Shri Ram College of Management
Studies, Muzaffarnagar (Affiliated to U.P. Technical University,
Lucknow) hereby declare that the project Report on WORKING OF
SALESMAN WITH RETAILERS IN MUZAFFARNAGAR is my
original work and has not been submitted by any other person to
Hindustan Coca-Cola Beverages Pvt. Ltd., Naziabad and U.P.
Technical University, Lucknow and Shri Ram College of Management
Studies, Muzaffarnagar for the award of any Degree or Diploma.
Further, I also declare that I have done my work sincerely and
accurately, even then mistake or error has crept in, I shall most humbly
request the readers to point out those errors or omissions and guide me
for the removal of those errors in future.
(Pradeep Kumar)
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ACKNOWLEDGEMENT
I am thankful to Mr. Vipin Nagar Sales Executive, Muzaffarnagar Area
whose guidance helped in fieldwork and accomplishment of this
Research Report, I am also indebted to the faculty member of my
institute especially our principal Mrs. Parul goyal & faculty member Mo.
Aarif for this inspiration & help to complete this project . Finally I am
fortunate to enjoy this raise opportunity to acknowledge the silent Co-
operation & affection able behaviour of my family members, colleagues
and well wishers ethic made possible the project Report completed.
(Pradeep Kumar)
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PREFACE
A management graduate without practical experience is not a complete
person. So the practical experience is very necessary for him. The real
market experience makes him to develop organizational, managerial,
personnel and environment learning skills.
As an integral part of the curriculum all the M.B.A. student are required
to undergo practical summer training in an industry. The main objective
of this training is to supplement the student theoretical knowledge with
exposure to practical operations of an organization or an industry.
In pursuance of the said required, I had my training in Coca-Cola (S.K.
Trading Co. Muzaffarnagar). This company has the largest whole of the
market.
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INDEX
1Introduction 01
2Company Profile 02
3Product Profile 12
4Theoretical Aspect of Method 16
5Scope of the Study 356Objective of the Study 36
7Limitation 37
8Research Methodology 38
9SWOT Analysis 42
10Analysis of Data 46
11Questionnaire 77
12Result 79
13Suggestion & Recommendation 81
14Bibliography 82
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INTRODUCTION
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INTRODUCTION
SOFT DRINK IN INDIA
When the soft Drink first saw light of the day in India, no one knows.
For decade it was a local low-Key industry, mainly confined to the sahib
7 the elite. The popular drink in the middle class homes was sweetened
lemon juice mixed with water knows as nimbu pani to day.
Coca-Cola came to India amidst many fan fares in the 1950 and it
became the national drink in a few years. Though other soft drinks brands
were available in more than one city, coke was the first nationally
available brand of soft drink. But the national soft drink suffered a major
set back in 1977, when the anta party came to power & forced come to
leave the country.
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Soon after, the company, which promoted coke, developed its own cola,
Campa-cola and used a similar logo. But it failed to catch the fancy of the
consumers. Paste captured the market. It had the monopoly as the
national drink & over the year developed loyal consumers & an extensive
distribution, networks & infrastructure. Parle held the market till Pepsi
came into the scene in the late eighties.
CURRENT STATUS
According to estimates the current share of the various segments( approximate)
Cola - 57%
Orange - 18%
Lemon - 13%
Other - 12%
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COMPANY PROFIL
E
COMPANY PROFILE
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COCA-COLA
While much about world has changed since 1886, the pure and
simple magic of one thing stays the same Coca-Cola. Coca-Cola product
are served more than 773 million times everyday, quenching the thirst of
consumers in more than 195 countries and in every climate.
BIRTH OF A REFRESHING IDEA
John Styth Perberton, first introduce the refreshing taste of Coca-
Cola in Atlanta Georgia. It was May of 1886, when the pharmacist
concocted Carmel-colored syrup in a three legged brass kettle in his
backyard. He first distributed the new product by carrying Coca-Cola
in a jug down the street to jucobs pharmacy. For five cents consumers
could enjoy a glass of Coca-Cola at the soda fountain. Whether by
decision or accident, carbonated water was teamed with the new syrup,
producing a drink that was proclaimed Delicious & Refreshing.
Dr. Pembertons partner and bookkeeper, frank. M. Robinson
suggested the name and penned Coca-Cola In the unique flowing script
i.e. famous worldwide today. Mr. Robinson thought the two Cs world
look well in advertising. By 1886, Sales of Coca-Cola averaged ninedrinks per day. The first year Dr. Pemberton sold 25 gallons of syrup,
shipped in bright red wooden kegs. Red has been a distinctive.
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Color associated with the No. 1 soft drink brand ever since. For his efforts, Dr.
pemberton grossed $ 50 & spent$ 73.96 on advertising.
In 1891, Atlanta Enterprenur, Asa. G.Candler had aquired complete ownership
of the Coca-Cola business with in four years, his merchandising flair helped
expand consumption of coca-cola to every state & territory. In 1919, the Coca-
Cola Company was sold a group of investors for $25 million. Robert
W.Woodruff become president of the Coca-Cola Company in 1923, and his
more than six decades of leadership took the business to unrevealed heights of
commercial success, making coca-Cola and institution the world over.
COCA COLA FIRST BOTTLED
Coca-Cola began strictly as a nerve tonic but candy merchant Joseph A
Beiden hard of Mississippi was looking for a way to serve this refreshing
beverage at picnics. He responded to this demand and began offering
bottled Coca-Cola, using syrup shipped from Atlanta during an especially
busy summer in 1894.
In 1889, large scale bottled possible when as a chandler granted exclusive
bottling rights to Joseph B. Whitehead and Benjamin F, Thomas of chatt
annoga Tennessee The contract market, the beginning of the Coca-Cola,
Company unique independent, bottling system remains the foundation of
Comapy soft drink operations.
Back, the soda bottles were all very similar with Coca-Cola Being the Premium
product, other companies were often tempted to sll their product as Coca-Cola.
The answer was to create distinct
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bottle for Coca-Cola. As result a pale green bottle with the famous contour shape
was developed in 1915 by the Root Glass Company Terre-Haute, Indian.
THE BOTTLING SYSTEM
Today, Coca-Cola, product consumers around the world through a large
distribution network made-up of local bottling companies. These bottles
are located around the world and most are JVC Bottling Companies
package, market and distribute the product using thousands of delivery
trucks and millions of pieces of equipment at retail locations.
Quality control monitored constantly by the company is necessary to produce
high-quality soft drink on a global basis.
COCA-COLA INDIA
The Coca-Cola Company is the worlds largest beverage company and the most
admired corporation in the United State of America. Coca-Cola is recognized as
the worlds best-Known brand in the market in India.
Coca-Cola was there in India till 1977, when the Indian Government banned it
due to the strong resentment against Multinational Companies. Coca-Cola was
re-lauched again in India in Sep. 1993 at Hathras near Agar. The Indian
welcomed back the once most loved Cola drink in the country with great
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enthusiasm
And Vigor, Coca-Cola marked its relaunching by acquiring five parle Export ltd.
Brands- Thumsup, Gold Spot, Citra, Limca and Maaza.
Though the worlds largest distribution system, consumer in nearly 200
countries enjoy the companys products at a rate of more then 834 million
serving per day Coca Cola India has in the last three years, led an unparallel
expansion in the carbonated soft drink market pioneering. The company across
merchandising and packaging. The company has introduced global standard in
the industry and has strengthened its market leadership through competitive
pricing, aggressive presence presence and easy availability Coca-Cola India is
now poised for a major expansion drive, throughout India in the commercial
beverage category.
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GUDING PRINCIPLES OF THE COMPANY
1.We will conduct our selves and our business activities with the highest
standard of honesty, integrity and professionalism.
2.We will recognize the positive contributions that we make as individuals and
them members to product our business success.3.We will encourage a learning environment where people can constantly grow
develop and contribute.
4.We will strive for excellence and seek continuous improvement in every thing
we do.
5.We will respect all stockholders, including employees partners and suppliers
and install them with a passion to deliver the highest quality goods and
services.
6.We will foster initiative and creativity by empowering individuals to attain
well-defined objectives
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REASON FOR THE GROWTH OF SOFT
DRINK INDUSTRY
The basic idea behind rapid growth of the soft drink industry is due to the
following reasons:
1The great corporate war between Cock & Pepsi, who have left no stone
unturned for monopolizing the Indian soft drink market.
2The basic ideology of these two giants to promote soft drinks as a food item in
India household and break the seasonal barriers.
3The main reason behind the growth of the soft drink was to capture the heat
and mind of people and to make brand available for the consumers.
4Present soft drink boom in Indian was attributed of legacy of Coca-Cola and
therefore it holds a major share in the industry Coca-Cola is the number one,
of the most widely known, accepted and admired Trademark of the world.
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COMPANYS OBJECTIVES & GOAL
Now HCCB (P) Ltd. Unit NBD is a COBO operation, companys mission is that
is HCC and CCI as they common objectives are:
2Profitability
3Sales Growth
4Market Share Improvement
5Retaining customers Loyalty
5Making good relation with dealers6Best distribution system
7To continuously increase own share percentage in soft drinks.
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ADVERTISING
Advertisement plays an important role in the success of our product since our
first newspaper add. In 1886 that read, Coca-Cola Delicious! Refreshing
Exhilarating Invigorating. Advertisement is a key of implementing a strategy
over one hundred years old-to trigger desire as offer and in as many ways as
possible.
Through the years Coca-Cola slogans have been memorable ones: Flight lights
includes.
1923 The pause that Refreshes
1936 Its the Refresh thing to do
1942 Its the real thing
1944 Global High Sign
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1959 Be really Refreshed
1963 Thing go better with cock
1969 Its the real thing
1970 Id like to buy the world a cock
1976 Cock adds life
1982 Cock is it!
1986 Catch the Wave
1989 You Cans beat the feeling
1993 Always Coca-Cola
1996 Always The Real Thing
1997 Cricket, Sleep Cricket Drink Only Coca-Cola
1998 Take Away The Real Refresher
1999 Pyaar Mohabbat Coca-Cola
2000 Jo Chaho Ho Jay, Coca-Cola Enjoy!
2001 Life Ho To Aisi
2002 Thanda Matlab Coca-Cola
2003 Jio Thanda Pio Thanda
2004 Thande Ka Tadka
2005 Ghar Mein Thanda Hai Na
2006 Piyo Sar Utha Ke
2007 Sabka Thanda Ek
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PRODUCTPROFILE
PRODUCT PROFILE OF COCA-CALA BRANDS
CocaCola - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).
Fanta - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).
Thumps- Up - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).
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Maaza - 250 ml (R.G.), 600 ml (Pet).
Limca - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).
Maaza Tetra Pack - 200 ml
Sprite - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).
Kinley Soda - 300 ml, 600 ml (Pet).
Kinley Water - 500 ml, 1.0 lt., 2.0 lt. (Pet).
Diet Coke - 600 ml.
PRODUCTION PROCESS OF
COCA-COLA COMPANYS PRODUCT
The production process is highly mechanical and automatic. The raw
material required for soft unit drink is concentrate, sugar syrup and
bottle.
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STEP IN PRODUCTION PROCESS:
Includes 4-5 steps:
CLEANING OF BOTTLES :
It is a multi step process every precaution is taken to ensure sani taken and
hygiene of drink. In this bottles are put into water tank for sometimes than
wasted by water jet at low pressure but at increased pH to ensure hygiene of
bottles.
CONVERSION OF HARD WATER TO SOFT WATER :
It is one of thee typical physico-chemical processes in steps of soft drink
manufacturing. This is done to improve the taste of water good and to remove
bio-chemical impurities such as sulphates phosphates and harmful from water.
PREPARATION OF SUGAR SYRUP:
Sugar Syrup is made in special syrup room every precaution is taken to
ensure absolute concentration level of sugar syrup. Sugar syrup once
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made is best within 4 hours of productions.
CONCENTRATE:
Concentrate from Coca-Cola and Fanta supplied by Coca-Cola
Company, for Limca, Thums up is procured from other suppliers Here
concentrate is stored under preserve conditions.
FILINF OF BOTTLES:
On bottling, lime bottles are filled with soft water sugar syrup, Concentrate, and
then Co2 is passed in it in order to be colorizing Sugar syrup solution color and
to impact typical effervescence (Fizz) Characteristic to beverage.
CROWING OF FIELD BOTTLE:
Crowing of filled bottle is then done, crown procured from MANSAKI
Manufacturing Co. DAMAN & DIU.
STAMPING:
Is than done on USA imported machines fitted with laser printer
On this machine, batch no., date & time of manufacturing & retail price is printed
around neck of the bottle.
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STRONG & SHIPPING:
Now bottles are hand picked filled carates, stored and then ship to the
agency/deport from where demand comes.
Per day productions at HCCBNW (P) Ltd., Unit Najibabad
Per day productions of aerated (soft Drink) assembly line in 30800 carates (in 24
Hrs.)
Which comes out to 30800X24 = 739200 botles per day.
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THEORETICAL
ASPECT OF
MARKETING
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INTRODUCTION OF MARKET
As we know that India is a developed in country, in ancient time nobody
knew about the trade, economy & marketing. As their requirement began
to increase, they began to know the meaning of trade & business.
Firstly they exchange their goods to each other according to their requirements.
But their requirements were increasing day by day which could not be fulfilled
by exchange. So some people thought why they dont this exchange as a
business. They will sell it (to the requested people) in exchange of some
currency.
Like this trade or business has started.
Firstly the people were not in favour of business. So they opposed it.
But after knowing the utility of business they began to accept it happily.
After seeing the success of trade and business the traders began to think
about a fix place all the dealing of trading and business could be possible
or that place where the sellers could contact easily to the buyers and
could sell commodities easily and could earn profits.
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So this place where all dealing of trade or business were completed began to callmarket or we can say the market is place where the buyers and sellers gathered
to engage in exchange according to their requirements. The people began to
understand very well the meaning of market.
In other words we can say that marketing is thus the father of innovation and
product development promoter of entrepreneurial talents, development ofeconomy stimulator of consumption and higher standard of living and guardian
of price system.
DEFINITION OF MARKET
A Market may be defined a place where buyer and seller meet and function,
goal and services. Our offered for sale and transfer of ownership of little occur.
Market-People with needs and want+money to spend+willingness to spend it
markets and so on.
TYPE OF MARKET
Generally the markets are of two types
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1.PEREFC MARKET :
Under perfect competition there can be only one price for a
commodity at a given time
2.IMPREFECT MARKET:
It one rules for a commodity in the market is sail to be perfect but
when different force charge for one commodity at the same time it is said to me
an imperfect Market. Marketing is thus the father of innovation and product
development. Prompter of entrepreneurial talents developer of Economy,
Stimulator of consumption and higher of standard of living and guardian of
price system.
DEFINITION OF MARKETING
Many companies in the past concentrated on selling what they
produced. These companies offered rebates to premiums to the customer to
retailers when customer interests started changing.
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This approach is the roles approach, where the emphasis is mainly on
selling the product.
MAIN DEFINITION IS AS FOLLOWS
Marketing is a business process by which products are matched swith
markets and though which transfer of ownership are effected.
Marketing is a system of business action designed to plan, price
promote is distribute want satisfying good to services to market.
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MARKETING MIX
Integration of elements of marketing into a mix attaining objectives
of a firm is called Marketing Mix.
ELEMENTS OF MARLETING MIX:
Marketing Mix denotes a combination of various elements which in
their totality constitute a firms marketing system Mc. Carthy proposed a
four+element classification of these fools the four PS i.e.. Product, price, Place
& promotion
Now a days other factors (elements) also taken into consideration in
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marketing these includes politics, people (custom, culture, savings income etc.)
Variety MARKETING MIX Channels
Quality
Coverage
Design Product Place
Assessments
Features Location
Brand Name Inventory
Packaging Transport
Size Service
Warranties
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Returns
List Price Sales
Promotion
Discounts Advertising
Allowances Sales Force
Payment Period Public
Relations
Credits Terms Direct
Marketing
PRODUCT MIX
Product Mix is the assortments of goods or services that particular for
sale to buyers.
Product Mix involves planning, developing and producing the right
type of product or services to be marketed by the firm, product strategy includes
decision about quality, size product line breadth, width, branding product life
cycle and new product development etc.
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PRICE MIX:
It refers to the amount of money that customers pay for the product or
services and in return producer give that product at some conditions i.e.
discount offers or other after sales services
PLACE MIX:
Refers to combination of all activities the company under take of
make product accessible and available to target customers Place or physical
distribution mix consists of two things:-
a)Physical distribution
b) Channels of distribution
PHYSICAL DISTRIBUTION :
Includes all those activities involved in moving product and services from
producer
to the ultimate consumer
CHANNELS DISTRIBUTION:
Marketing Channels are sets of interdependent organization involved in
the process of making a product or services available for use or consumption
PROMOTION MIX:
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Includes all the activities the company undertakes to communicate and
promote its products to the target market.
PROMOTION TOOLS:
ADVERTISING:
Is any paid form of non-personal presentation and promotion of ideas,
goods or services by and identified sponsor
SALES PROMOTION
Consists of diverse collection of incentive tools, mostly short term,
designs to stimulate quicker and/or greater purchaser of particular products /
services by consumers from the trader sales promotion tools includes contests,
premiums etc.
PUBLIC RELATION & PUBLICITY :
Involves a variety of programs designed to promote and / or protect a
companys image or its individuals products.
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PERSONAL SELLING
It face to face interaction with one or more prospective purchaser for the
purpose of making presentations, answering questions and procuring orders.
DIRECT MARKETING:
Is an interactive marketing system that uses one or more advertisingmedia to affect a measurable response and / or transaction at any location by
direct mail, telemarketing electronic marketing & soon.
MARKETING MIX OF HINDUSTAN COCA-COLA
BOTTLING NORTH WEST PBT. LTD,
UNIT NAJIBABAD
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PRODUCT:
Company regularly does modification and product line extension in its product
line. Following are the by products under the Trademark of Coca-Cola India.
Brand Name SKUs ( stock keeling units)
1. CocaCola - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet),
330ml (Cane).
2. Fanta - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml
(Cane).
3. Thumps- Up - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml
(Cane).
4. Maaza - 250 ml (R.G.), 600 ml (Pet).
5. Limca - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml
(Cane).
6. Maaza Tetra Pack - 200 ml
7. Sprite - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).
8. Kinley Soda - 300 ml, 600 ml (Pet).
9. Kinley Water - 500 ml, 1.0 lt., 2.0 lt. (Pet).
10. Diet Coke - 600 ml.
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PACKAGING:-
COCA-COLA thrust on god and innovative packaging Suitable for India
house holds. Every precaution is taken that packaging will be suitable and
convenient for consumers. In addition Coca-Cola also taken into consideration of
target consumers and their choice in formulating packaging.
PRICING:-
Discount Rs. 10.75 per carate to agencies charge of market and go down. All
pricing are governed by Coca-Cola India.
Product of Coca- Cola Price of Muzaffarnagar
330ml 500/- Carate of 24 Bottles
200ml 146/- Carate of 24 Bottles
600ml 444/- Carate of 24 Bottles
2Lt. 410/- Carate of 09 Bottles
600 ml (Maaza) 552/- Carate of 24 Bottles
1200 ml (Maaza) 492/- Carate of 12 Bottles
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DISTRIBUTION NETWORK
A distribution network is a key external resource. Normally it takes years to
build and its not easily changed.
Today, the company product reaches consumer and customer through a
large distribution network. Hindustan Coca-Cola has maintained an effective
and regular distribution network.
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DISTRIBUTION MIX OF HCCBNWPL, NAJBAHAD
Maximum area of north western UP. Is Served HCCBNW (P) Ltd. Unit
Najibabad.
COVERAGE AREA OF HCCBNW (P) Ltd. NBD
a)BIJNOR
b)BULLAND SHAHAR
c)DEHRADOON
d)GHAZIABAD
e)HARIDWAR
f)MEERUT
g)MUZAFFARNAGAR
h)PAURIGARHWAL
i)SAHARANPUR
j)TEHTI GARHWAL
k)UTTAP KASHI
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l)GAUTAM BUDH NAGAR
Hindustan Coca-Cola bottling North West (P) Ltd. Unit Najibabad has
maintained an effective and regular. Distribution Network Company has two
type of distribution system.
DEPOT SYSTEM:
In this system the company dispatches the lot of its product to
Depot (At Present there are 5 depots in western U.P. Region. There are at
Dehradoon, Meerut, Ghaziabad, Noida, and Saharanpur) Staff which are
companys personal, then responsible for maintaining the constant & regular
supply of soft drink in the area falling this Territory.
Dealar
Consumer
Comaany Depot
Fat Agents
( A mixture of 1 & 2 level channel of distribution)
AGENCY SYSTEM:
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Under this system company appoint a agent or distribution for a area who
then look after the demand & supply factor of its territory. The distribution then
supply to the dealers though their own vehicle company sales team ( Sales
executive & Sales officer monitor the activities of distribution & also make
available the communication between dealers & company
Company Agent Dealer Consumer
( A2 Level Channel of distribution)
DISTRIBUTION CHANNEL OF HINDUSTHAN COCA-
COLA
The distribution channel of product of any organization accounts a lot for
its success. Hindustan Coca-Cola has maintained an effective and regular
distribution network. The company uses two types of channels.
DIRECT CHANNEL:
In This channel, the company dispatches the lot of its product of depot
staff is than responsible for maintaining the constant and regular supply of soft
in the area in its territory.
Company Agent Dealer Consumer
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INDIRECT CHANNEL:
In this indirect Channel the company gives the franchise or agencies. The
agency than supply to the dealer and retailers.
Company Agent Dealer Consumer
As per my research in MZN Area. Then four DISTRIBUTERS
1)KUMAR DRINKS
2)S.K. TRADING COMPANY
3)TRIUPATI AGENCY
4)BAWA TRADERS
I had completely my training at KUMAR DRINKS
Number of fat agent in Kumar Drink- 07
Route of Kumar Drink 05 Approx
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No of Shop- 280 Approx
PROMOTION MIX OF HINDUSTAN COCA-COLA
The Hindustan Coca-Cola also plays a major and dominating role in
advertising. In fact, parental company governs the company advertising. The
Company invested 3-50 crore rupees on advertising.
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The media of advertisement utilized by the company are as follow?
1Radio
2Television
3Hoarding
4Glow sings
5Stickers
6Screen Lights
7Banners8News Papers
9Magazines
10Posters
11Exhibition
12Sponsoring Events
SALES PROMOTION TECHNIQUES OF THE
COMPANY ARE AS FOLLOW
2Good advertising
3Effective Incentive Policy
4Use good quality of raw material
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5Attractive Packaging
6Allotting S.G.A.S. (Refrigerator, Chest cooler, Table, Umbrella, Chair etc.) to
retailers.
7Decorating Retailers shop by display board, dealers board etc.
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SCOPE OF THE
STUDY
SCOPE OF STUDY
The research entitled A MARKET SURVEY TO KNOW THE
WORKING OF SALESMAN WITH RETAIL IN MUZAFFARNAGAR
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has been conducted in Muzaffarnagar & side by side we have also tried
to find out the objective.
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OBJECTIVE OF
THE STUDY
OBJECTIVE OF STUDY
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PRIMARY OBJECTIVE:
The Objective to study the project A MARKET SURVEY TO KNOW THE
WORKING OF SALESMAN WITH RETAIL IN MUZAFFARNAGAR
require.
SECONDARY OBJECTION:
The secondary objection of study is as:
3To find out the brand availability.
4To find out that reason on which the purchase of Coca-Cola depend.
5To find out the where the retailer want to register their complaints.
6SWOT Analysis
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LIMITATION
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LIMITATION
1.Since finding is based on the survey of Muzaffarnagar, clear picture of Coca-
Cola in India can be predicted.
2.Time period is very short for the research report.3.No. Of students/ youngster supersedes as interviewee than other group, it mat
affect results
4.Result on the basis of dealer survey may slightly differ from actual.
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RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
We know that marketing basically consists of spotting the need
of customer & meeting them in the best possible manner.
Research plays a key role in the process starting with market
measurement. Research helps the firm in every component of the
total marketing task. It helps a firm in every component of the
total marketing task. It helps a firm acquire a better understanding
of the consumer, the competition and the environment. It also
aids the
NEED & SIGNIFICANT OF THE STUDY
The company controls more than half of the India soft drink market; it plans to
maintain its need. The merchandising policy etc. it includes the survey to
calculate the existing status of organization s brand visibility with respect to its
competitors. The main source of information for this study was the retail
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outlets, the consumers & the company s personnel. The data collected for this
project was primary data.
Making the census of the entire universe was not possible, hence,
sampling becomes inevitable. The sample was designed keeping in view the
sample unit the size of the sample.
DEVELOPING THE SAMLING DESIGN
The sample was designed keeping in view the following components-
CHOOSING THE SAMPLE UNIT
For this project, simple random sampling was chosen, where each
sample element has a known & equal probability of selections.
CHOOSING THE SAMPLE SIZE
The sample size was chosen keeping in mind the size to be good enough
to solve the purpose & should be in available tine. So for Muzaffarnagar
market, the sample size was chosen to be 200 retail outlets.
Approximately retail outlasts were observed for visibility of the product.
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FIELD WORK
The fieldwork was conducted in accordance with the research
methodology. Efforts have to be made to put respondents at ease &
sometimes to overcome hostility.
Retailers are the final meeting ground between a companys product &
the consumer. Managing the retailer enhance the consumer buying
experience. Product on the outlets shelf cartes or S.G.A. a helps the
consumer make his purchase with so many brands of competitors jostling
for attention on the limited space in retailers store, merchandising
ensures that our brands stand out. In short, effective visibility &
merchandising on retail outlet offers more value to our consumers than
our competitors. Thus even before companys product is used, the very
experience of buying it will gain an edge over competitors.
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RESEARCH DESIGN
After defining the research problem, the choice of research design
depends on the depth & extent of data required the cost & benefits of
research & the time available for completing it. Research design is the
actual blueprint of research project, in the project the method of research
used.
According to the visibility of the brands, like how many bottles & crates are
available in the outlet & how many crates are visible, whether S.G.A & the
bottles /cans inside it are visible. Also how many face on displays are there of
various brands . In this project research instruments used mainly are
observation method & interview method.
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DATA COLLECTION
Data is the foundation of all marketing research. Data collection is an
elaborate process in which the researcher makes a planned search for all
relevant data.
Sample Size = 200
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SWOT
ANALYSIS
SWOT OF COKE
Coca-Cola is the most widely known acceptable and admired trademark in
the world. Even though, I try to find out strength weakness opportunity and
threats for Coca-Cola.
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STRENGTHOF COCA-COLA
2.Coca-Cola is the most widely known accepted recognized and admired
trademark company in the world.
3.The Company aim is to earn profit through consumer satisfaction.
4.The world most effective and successive distribution system.
5.Effective and effective labor force.
5.Largest brand range by which sole volume is high
6.A largest quantity of sales generating assets. In the market which help in
retailer and increase the sale volume.
WEAKENESSES OF COCA-COLA
3.Extensive marketing and distribution network.
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4.Currency problem in key in transactional market.
5. The price of soft is very high by which most of the consumer cannot
purchase it.
6.Bottling system is very expensive. A large cast in curd in earring washing and
breaking the bottle.
6.India is not good soft drink market is seasonable.
7.The fluctuation in the policy of government create disturbance in the mind of
MNCs.
7.Different climates condition and paying capauts of consumer is different
region (our selling policy).
OPPORTUNITIES
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4.Rural area can become a good soft drink market so for soft drink could not
reach in rural area in whole shape, Coca-Cola Company can increase his sole
volume through good marketing in rural area.
5.Most of the Indian would like to eat fruit and other related things. The Coca-
Cola Company can increase his brand range of the other type other type of
fruit flavors.
6.In a country of 900 million people with a per capita consumption of soft drink
at only three, is very less. The consumption of soft drink an increase goodmarketing activity and decreases the price.
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THREATS
5.In India government has no stability. After election every government want to
impose his policy and regulation in the country. Most of the people
multinational company should be imposed Banne so this is Larget thrust for
Coca-Cola and other MNCS.
6.In India, pepsi is main competitor of Coca-Cola. So, Coca-Cola Company
should aware to the marketing strategy and policy of pepsi.
7.In India, many indirect competitors have tried to capture the soft drink market
like fruit, Jumpin etc. So these indirect competitors are threats for Coca-
Cola.
7.Many fruit flavor like dabour fruit juice and other have come in the market. it
is also threats for Coca-Cola
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ANALYSIS
OF DATA
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DATA ANALYSIS
The collected from the survey have studied and the finding are classifiedunder the following.
RETAILER ANALYSIS
Main problem of a manufactures can broadly divided into two parts.
6.Production
7.Distribution
Every manufacturer attempt to producing the goods and services of best
possible quality at minimum possible cost. This is only half success of a
manufacturer. The success is completed when he makes these goods and
services available at proper time and at right lace. It is not enough to produce
the goods and service of best quality at minimum cost. It I equally important
rather more important these goods and service must be paid available to the
consumer at proper time and at proper place.
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For the Coca-Cola product retailer plays key role because most of the consumer
have no brand loyalty. In India soft drink market is based on easy availability
The following picture emerged from retailer survey.
1. All the retailer is satisfy with the supply of (HCCBL) depot.
2. A slight increase in incentives & profits margin for retailer & dealer
can
boost up Coca-Cola sale.
3. Among Coca flavor, Thumps up in the number in sale of Muzaffarnagar
&
Then Coke & Pepsi.
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CONSUMER ANALYSIS
Consumer is the king of market at this time, a manufactures produced
only those goods which fore consumer the need and wants of customer. These
fore consumer play very important role. All the marketing activity of all
business and industrial enterprises of today go around the habit taste
preferences and attitude of consumers. All the effort is made to provide
maximum satisfaction to the consumer. The consumer survey highlighted the
following points:
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1) Consumers are satisfied with the taste of all flavors.
2) All the group of consumers strongly felt the decrease in price could
win lot many consumers for soft drink; means the price of soft drink is
high.
3) Most of the consumer says that advertisement should be decreases
there fore company should reduce his advertisement policy.
1. ARE YOU SATISFIED WITH YOUT SALESMAN
BEHAVIOR
YES 156 78%
NO 44 22%
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SAMPLE SIZE = 200
YES 78%
NO 22%
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78%
22%
Yes
No
In the survey we have found that 78% shopkeepers satisfied
with behavior of salesman and 22% shopkeepers non-
satisfied.
2. IS THE SUPPLY TO YOU REGULAR AND
PROPER?
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YES 148 74%
NO 52 26%
SAMPLE SIZE = 200
YES 74%
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NO 26%
74%
26%
Yes
No
In the survey we have found that 74% shopkeepers says that
that the Supply is regular and 26% Shopkeepers Says non-
regular
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3. HOW MANY TIMES IN A DAY DOES YOUR
SALESMAN VISITS YOUR OUTLET?
Once 44 22%
Twice 80 40%
More 60 30%
No Visit 16 8%
SAMPLE SIZE = 200
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Once 22%
Twice 40%
More 30%
No Visit 8%
22%
40%
30%
8%
OnceTwice
More
No Visit
After analysis we found sales man visit at the shop 22% once,
40% twice, 30% more and 8% no visit.
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4. DOES YOUR SALESMAN ASSURE YOU ALL
THE BRANDS AVAILABILITY
YES 170 85%
NO 30 15%
SAMPLE SIZE = 200
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Yes 85%
No 15%
85%
15%
Yes
No
85% Retailers Says that the sales man provide all brands while15% says no.
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6. HOW OFTEN COMPANY OFFICIAL SALES
EXECUTIVE VISIT YOU IN A MONTH?
Once 26 13%
Twice 76 38%
More 84 42%
No Visit 14 7%
SAMPLE SIZE = 200
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Once 13%
Twice 38%
More 42%
No Visit 7%
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13%
38%
42%
7%
Once
Twice
More
No Visit
After analysis we have found that Sales Executive visit at the
shops
13% once, 38% twice, 42% more and 7% no-visit
7. HOW OFTEN COMPANY OFFICIAL (S. E.
VISIT YOU IN A MONTH?
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Once 22 11%
Twice 12 6%
More 10 5%
No Visit 156 78%
SAMPLE SIZE = 200
Once 11%
Twice 6%
More 5%
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No Visit 78%
11%
6%
5%
78%
Once
Twice
More
No Visit
After analysis we have found that Distribution visit at the shops11% once, 6% twice, 5% more and 78% no-visit.
8. THE REASON ON WHICH YOUR PURCHASE
IS DEPENDENT UPON?
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Brand Image 148 74%
Relationshipwith sales
man
24 12%
Relationship
with S.E.
20 10%
Discount 156 78%
SAMPLE SIZE = 200
Brand image 74%
Relationship with sales man 12%
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Relationship with S.E. 10%
Discount 4%
74%
12%
10%4%
Brand image
Relationshipwith salesman
Relationshipwith S.E.
Discount
In the analysis we have found that 74% Retailers buy the Coke
for brand image, 12% for Relationship with salesman, 10%
Relationship with S.E. and 4% for Discount
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9. DOES YOUR SALESMAN ENSURE YOUR
VISICOOL PURITY?
YES 114 57%
NO 86 43%
SAMPLE SIZE = 200
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Yes 85%
No 15%
57%
43%Yes
No
57% Retailers says that the sales man ensure the visi-cool
purity while 43% says no.
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10. DOES YOUR SALESMAN ENSURE
YOUAVAILABILITY OF POSTERS &
STICKERS?
YES 138 69%
NO 62 31
SAMPLE SIZE = 200
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Yes 85%
No 15%
69%
31%
Yes
No
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69% Retailers says that the sales man provide posters and
stickers while 31% say no.
11. DO ANY COMPANYS REPRESENTATIVE
(SALESMAN) LISTEN TO YOUR PROBLEM?
YES 156 78%
NO 44 22%
SAMPLE SIZE = 200
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Yes 85%
No 15%
78%
22%
Yes
No
In the survey we have found that 78% Retailers says that the
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sales man or any companys representative listen their
problems while 22% says no.
TO WHOM DO YOU WANT TO REGISTER
YOUR COMPLAINTS?
Sales Man 32 16%
Sales Executive 92 46%
Distributors. 12 6%
Area SalesManager
64 32%
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SAMPLE SIZE = 200
Sales 16%
Sales Executive 46%
Distributors 6%
Area Sales Manager 32%
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16%
46%
6%
32%
Once
Twice
More
No Visit
After analysis we have found that 16% Retailers want to
register their complaints to Salesman, 46% to sales executive,
6% to distributor, 32% to area sales manager.
13. TYPE OF OUTLET ACCORDING TO
SALE?
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Low Level 42 21%
Medium Level 88 44%
High Level 70 35%
SAMPLE SIZE = 200
Yes 85%
No 15%
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21%
44%
35%
Low Level
Medium LevelHigh Level
In the survey we have found that sale of 21% shop are low
level, 44% medium level and 35 % high level.
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QUESTIONNAIR
E
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HINDUSTAN COCA-COLA BEVERAGES PVT.
LTD.
QUESTIONAIRE
1. Are you satisfied with your salesman behavior?
a. (Yes ) b. (No)
2. Is the supply to you regular and proper?
a. (Yes ) b. (No)
3. How many times in a day does your salesman visits your outlet?
a. Once b. Twice
c. More d. No visit
4. Does your salesman assure you all the brands availability?
a. (yes) b. (No)
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5. Does your salesman tell you about all the schemes?
a. Thums-up UTC Yes No
b. Limca UTC Yes No
c. Sprite UTC Yes No
6. How often company official (S.E.) visit you in a month?
a. Once b. Twice
c. More d. No visit
7. How often distributor visits your outlet?
a. Once b. Twice
c. More d. No visit
8. The reason on which your purchase is dependent upon?
a. Brand image b. Relationship with salesman
c. Relationship with S.E. d. Discount
9. Does your salesman ensure you availability of posters & stickers?
a. (yes) b. (No)
10 Does any company representative (salesman) listen to your
problem?
a. (yes) b. (No)
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11. To whom do you want to register your complaints?
a. Salesman b. Sales Execute
c. Distributor d. Area Sales Manager
12. Type of outlet according to sale?
a. Low Level b. Medium Level c. High Level
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RESULT
RESULT
1In the survey we have found that 78% shopkeepers satisfied with
behavior of salesman and 22% shopkeepers non-satisfied.
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2In the survey we have found that 74% shopkeepers says that the
supply is regular and 26% shopkeepers says non-regular.
3Analysis we have found that sales man visit at the shops 22% once,
40% twice, 30% more and 8% no-visit.
4After analysis we found that Sales Executive visit at the shops 13%
once, 42% twice, 30% more and 7% no-visit.
5After analysis we have found that Distributor visit at the shops 11%
once, 6% twice, 5% more and 78% no-visit
6In the analysis we have found that 74%Retailers buy the Coke for
brand image, 12% for Relationship with salesman, 10%
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Relationship with S.E. and 4% for Discount.
757% Retailers says that the sales man ensure the visi-Cool purity
while 43% says no.
869% Retailers says that the sales man provide posters and stickers
while 31% says no.
9In the survey we have found that 78% Retailers says that the sales
man or any companys representative listen their problems while
22% says no.
10After analysis we have found that 61% Retailers want to register
their complaints to salesman, 46% to sales executive, 6% to
distributor, 32% to area sales manager.
11In the survey we have found that sale of 21% shop are low level,
44% medium level and 35% high level.
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SUGGESTION AND
RECOMMENDATION
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SUGGESTION & RECOMMENDATION
1.Salesman must be known about all the schemes.
2.Distributor should take retailers on account by meeting them
individually.
3.Salesman should take every retailer from low level to high level at
same way
4.Dealer should, that much power, from which he / she can solve the
complaints / problems of retailers and customer.
5.Salesman should be co-operative in nature.
6.All brands in all package size should be made available to all outlets
this should be done by the survey conducted by the salesman.
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BIBLIOGRAPHY
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BOOK CONCERN
1. Magazine Business World
Business India
Business Today
India Today
2. Research methodology C.R. Khotharia
3. Marketing Management R.S.N. Pillai
P. Kotlar
4. Marketing Research D.D. Sharma
Paul Green
5. Industrial Marketing
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