Summer Trainig Proj

8/9/2019 Summer Trainig Proj

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Submitted to: Submitted by:

Mr. Pankaj Persai Pallavi Saxena


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http://upload.wikimedia.org/wikipedia/en/3/36/Limca-logo.jpg


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ACKNOWLEDGEMENT: .........................................................................................................................3

EXECUTIVE SUMMARY: .................................................................................................................... ....4

Industry Profile: ........................................................................................................................................ ...6

COMPANY PROFILE ............................................................................................................................ ....6

MARKET SEGMENTATION MODEL OF COCA-COLA: ................................................. ..... ..... ..... ..... .9

BRAND ORDER SYSTEM OF COCA-COLA COLOJ-K ......................................................... ..... .....10

SALES PROMOTION STRATEGIES OF COCA-COLA ............................................................. ..... ..... .10

DISTRIBUTION SYSTEM OF PRODUCTS IN MARKET: .......................................... ..... ..... ..... ..... .....12

INTRODUTION TO PROJECT ............................................................................................................ ....13

RESEARCH METHODOLOGY TITLE OF THE STUDY: ............................................................... ..... .13

PRE SALE ORDER BOOKING ......................................................................................... ..... ..... ..... ..... ..14

RED SURVEY ..........................................................................................................................................15

Standards of red survey: ..................................................................................................................... .......16

OBSERVATION: ................................................................................................................................ ..... .18

DISCUSSIONS: ................................................................................................................................... .27

FINDINGS: .................................................................................................................................... .......28

CONCLUSiON .........................................................................................................................................28

LIMITATIONS OF THE RESEARCH WORK ................................................................. ..... ..... ..... ....28

RECOMMENDATION (SUGGESTION) .................................................................................................29

SIGNIFICANCE OF STUDY: ............................................................................................... ..... ..... ..... ....30

BIBLIOGRAPHY: ................................................................................................................................... .30

ACKNOWLEDGEMENT:

Never tell anyone that you are doing special, Going on a diet, Exercising, taking a course, or

quitting smoking. Theyll Encourage you to death --Lynn Johnston. Now having successfully


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tried all of the above, I must say I disagree with the quote, especially when it comes to prepare a

project. When we are trying hard to get down to preparing a project like project on research

methodology after a tiring day at college or Waiting for the dreaded rejection slip that hangs over

every students head like a guillotine during the preparation of final project, at this time we need

all the encouragement we can get. This encouragement is more effective than other that are given

at another situation. It is very difficult to prepare a project. Without any help or guide it is noteasy to achieve given target. Here was very typical confusing work of it. The research work

requires co-operation of many people and this work is no exception. It is difficult to thank

individually all the persons who patronized this work. The researcher had asked for favors,

borrowed ideas, expressions and facts from so many that it would require one volume to give

credit to all. So, I want to thank all the patrons of this report. I take the opportunity to express my

deep gratitude to Hindustan Coca-Cola Beverage pvt Ltd, for taking me as a summer trainee and

extending me their full support & co-operation towards the completion of this project. First and

foremost, I express my deep sense of gratitude to Mr. PANKAJ PERSAI (Sales Team Leader of

Hindustan Coca-Cola Beverage Private Ltd. Indore),Mr. Viplav(HR MP).His helping nature and

his enthusiasm has been source of constant inspiration. His unhitching support during my work is

very admirable. He is the true driving force behind this work throughout, constantly encouraging

us to do my best and inspiring us to aim higher.

I also would like to give gratitude to Mr. Amit swami(sales executive),Mr. Gulab Kushwah

(Market Developer), Mr. Pratap Deshmukh(distributer) for help in project. I gratitude to Dr. I C

Gupta (Director, Medicaps Business School), Mr. R.K Jain who provide me this training & give

guidelines to complete the project. I am also very thankful to all the faculty members, the whole

college staff for providing me with necessary facilities and support, essential for bringing out this

work in a short time. We want to thank our friends who extended their cooperation and were

patient at all stages of our work. Last but not the least, we are 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.

EXECUTIVE SUMMARY:


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Gone are the days when people were very unsure about the future and hardly cared about it in terms of

technological developments. But the situation has changed now. In the new millennium, people often feel

a growing uneasiness about the future. Certainly many countries today are suffering from chronic high

unemployment, a persistent deficit of economy and gradual deterioration of purchasing power. Nations

are passing through a phase of rapid transformation. Two forces are mostly responsible for these types of

drastic changes; they are explosive growth of trade and international competition and the other force like

technological change. This new era has witnessed remarkable advancement in the availability of

information and a number of large companies operations in such market where the principal of natural

selection lead to survival of the fittest. Market provides a key to gain actual success only to those

companies which match best to the current environment i.e. imperative which can be delivered what are

the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this

also depends on the availability of good quality products and excellent services, which further attract and

add a golden opportunity for huge sales. This also depends on the good planning approach and provide

ample opportunity plus sufficient amount of products for sales in the coming next financial year. This

report introduces a brief study of marketing strategy and sales promotion technique of Coca-Cola for

retailers. The study report will provide an opportunity to know 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 Indore region & in marketingplan in particular area.


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INDUSTRY PROFILE:

INTRODUCTION

Soft drink market size for FY08 was around 23.7bn cases. The market witnessed 5- 6% growthin past years. Presently the market growth has growth rate of 7- 8% per annum compared to 22%

growth rate in the previous year. The market size for FY09 is expected to be 30bn cases.

TYPE

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption.

Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market

can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated

and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks

come under non carbonated category.

The market can also be segmented on the basis of types of products into cola products and non-

cola products. Cola products account for nearly 61-62% of the total soft drinks market. The

brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc.

Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of

flavors available, namely: Orange, Cloudy Lime, Clear Lime and Mango.

COMPANY PROFILE

The Coca-Cola Company (NYSE:KO) is the world's largest beverage company, largest

manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the

world and is one of the largest corporations in the United States. The company is best known for


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its flagship product Coca-cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-

Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola

Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly

400 brands in over 200 countries or territories and serves 1.5 billion servings each day. Its

current president and CEO is Muhtar Kent.

Coke is it -- IT being the world's #1 soft-drink company. The Coca-Cola Company owns four of

the top five soft-drink brands in India ( Thums-up, Coca-Cola, Diet Coke, Limca and Sprite). Its

other brands include Fanta, Maaza, Minute Maid Pulpy Orange, Kinley Soda, and Kinley water.

It also sells brands from Dr Pepper Snapple Group (Crush, Dr Pepper, and Schweppes) outside

Australia, Europe, and North America. The firm makes or licenses more than 500 drink products

in more than 200 nations. Although it does no bottling itself, Coke owns 35% of Coca-Cola

Enterprises (the #1 Coke bottler in the world); 32% of Mexico's bottler Coca-Cola FEMSA; and

23% of European bottler Coca-Cola Hellenic Bottling

MISSION, VISION & VALUES

The world is changing all around us. To continue to thrive as a business over the next ten years

and beyond, we must look ahead, understand the trends and forces that will shape our business in

the future and move swiftly to prepare for what's to come. We must get ready for tomorrow

today. That's what our 2020 Vision is all about. It creates a long-term destination for our

business and provides us with a "Roadmap" for winning together with our bottler partners.

OUR MISSION

Our road map starts with our mission, which is enduring. It declares our purpose as accompany

and serves as the standard against which we weigh our action and decision.

To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference.

OUR VISION

Our vision serves as the framework f our Roadmap and guides every aspect of our business by

describing what we need to accomplish in order to continue achieving sustainable, quality

growth.

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

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy peoples desires and needs.


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Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization. .

COMPETITION:

Our Company competes in the nonalcoholic beverages segment of the commercial beverages

Industry. The nonalcoholic beverages segment of the commercial beverages industry is highly

competitive, consisting of numerous firms. These include firms that, like our Company, compete

in multiple geographic areas, as well as firms that are primarily regional or local in operation.

These competitive beverages are sold to consumers in both ready-to-drink and other than ready-

to-drink form. In many of the countries in which we do business, including the United States,

PepsiCo, Inc. is one of our primary competitors. Other significant competitors include, but are

not limited to, Nestle, Dr Pepper Snapple Group, Inc. Group Danone, Kraft Foods Inc. and

Unilever. We also compete against numerous regional and local firms in various geographic

areas in which we operate.

FINANCIAL PERFORMANCE:

The Coca-Cola Company (Coca-Cola) is a leading manufacturer, distributor and marketer of

non-alcoholic beverage concentrates and syrups, in the world. The company owns or licenses

more than 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,

coffees, and energy and sports drinks. The company recorded revenues of $31,944million during

the fiscal year ended December 2008, an increase of 11% over 2007. The increase in the Price

and product/geographic mix also boosted the revenue growth. The operating profit of the

company was $7,877 million during fiscal year 2009, an increase of 6% over 2007. The net

profit was $5,807 million in fiscal year 2009.

MARKETING STRATEGY OF COCA-COLA:

Focus on availability of products in outlets.

Coke product visible for consumers.

Regular market vigilance by market developer.

Distribution of product according locality.


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Aggressive advertisement.

Extra focus on monopoly outlets.

Social festival in areas.

Target core brands.

Satisfy market priorities.

FOCUS ON AVAILABILITY OF PRODUCTS IN MARKET.Coca-Cola works on

Dikhega to bikega philosophy. This is the main formula of the marketing straregy of each

company. So availability of product in the market is clear. For this reason market developer daily

come in market to check their product availability.

FOCUS ON VISIBILITY OF COKE PRODUCT IN OUTLET: The aim of Coca-Cola is that

its product should be visible for the customers so company gives visicoolers, racks to retailers for

display of products.

REGULAR MARKET VIGILANCE BY MARKET DEVELOPER:To know the position

of Cokes product in the market Coca- Cola appoint market developer who regularly visit the

market and check th e availability of products.

DISTRIBUTION OF PRODUCT ACCORDING LOCALITY: Coca-cola Company distributes

their schemes according to area. Area or place where soft drinks sold in a large manner, on those

place company gives good schemes to shopkeeper and retailer. Extra focus is on monopoly

outlets.

AGGRESSIVE ADVERTISEMENT:

Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces

different schemes and advertises them with electronic and print media. These advertisements

build Brand image and establish awareness. Brand ambassador play an important role. Brand

ambassador encourage the today youth to trust their instincts, influence them.

MARKET SEGMENTATION MODEL OF COCA-COLA:

Markets can be segmented along 3 lines- Outlet Volume, Locality Income, & Channel cluster.


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SEGMENTATION:

OUTLET VOLUME:

a) Diamond outlet (having annual sale of more than 800 c/s)

b) Gold (having annual sale between 500-700)

c) Silver (having annual sale between 200-499)

d) bronze (having annual sale less than 200)

LOCALITY INCOME:

a) Low

b) Medium

c) high

CHANNEL CLUSTER:

a) Grocery

b) Eating and drinking

c) convenience

BRAND ORDER SYSTEM OF COCA-COLA COLOJ-K

SALES PROMOTION STRATEGIES OF COCA-COLA

KinleyJuiceOrangeCola Lemon

Thumsup

Coke

Limca

Sprite

Fanta

Maaza

MMPO

Kinley Soda

Kinley Water


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OBJECTIVE OF SALES PROMOTION: Sales promotion is main tool for increasing sales so

following are the causes for adopting sales promotion.

1) To stimulate the demand by popularizing product.

2) To face competition effectively.

3) To keep the memory of products in mind of consumers.

4) To supplement the personal selling & advertising.

5) To capture and maintain more market share.

6) To attract distributers towards our brands.

7) To assist sales man in increasing sales, achieving sales target.

METHODS OF SALES PROMOTION:Various types of sales promotion methods are being

used in Coca-Cola which are as follows

1. Consumer sales promotion methods.

2. Traders, wholesalers, retailers sales promotion methods.

3. Sales force promotion methods.

1. CONSUMER SALES PROMOTION METHODS: Consumer sales promotion

methods are those methods which are directed at consumers to induce them to buy the

companys product are some consumer sales promotion devices:

Free trails.

Samples

Premium

2. TRADE SALES PROMOTION METHOD: Trade sales promotion is an incentive

given to middle man to buy Goods in large quaint form the producer or manufacturer.

The main sales promotion methods are such as:

Discount

Display and advertising allowance

Trade samples

3. SALES PROMOTION METHOD: Sales promotion method is those methods which

intended to motivate the sales force to increase sales. These methods support a sales man

to perform his job more effectively and sincerely.


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Bonus to sales force

Sales force contests.

Sales meeting convention and conferences

CHANNEL MANAGEMENT: It is this way in Coca-Cola India strengths in its marketing that

gives it an edge. [FOBOs] & [COBOs] Coca-Cola India work under two type of bottling

operation.

1. [FOBO], Franchise owned bottling operation.

2. [COBO] Company owned bottling operation.

COBO Company sells product own self. Some of the COBOs of the company are at Mumbai,

Bangalore, Ahmadabad, Chennai, Calcutta, and U.P.

FOBOs The concrete is being on sold of products by franchise system the mfg. & the franchiser

sell products in market. Leaving COBOs the FOBOs are rest in cities of India. Some of them are

Delhi, Punjab, Bihar, Nagpur, Goa, Hyderabad etc.

DISTRIBUTION SYSTEM OF PRODUCTS IN MARKET:

Distribution of products is main point of the marketing strategy of the companies. How the

product distribute in market as much as possible. Coca-Cola India distributes its product in

market from its warehouse in two types. 1. Direct route. 2. Indirect route.

DIRECT ROUTE: Where company supplies its products in market by company route or its agent

route by company owned delivery vans. In Indore company have direct route.

INDIRECT ROUTE: Indirect routes are those in which Coca-Cola products are supplied to its

distributers appointed in different areas. Then distributers distribute products in market by their

own tempo or vehicle. Total number of indirect routs in Indore region is more then 100

Plant Ware House

Direct Route

Indirect Route

Market

Market


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.

INTRODUTION TO PROJECT

This project is made on the project title is To study retailers awareness & co-operation forCoca-Cola product and promotional activities in Indore region.The purpose of this project is to know about the co-operation of retailers, awareness andpreference of its products to customers. By the specific survey, which was conducted by Coca-Cola organization want to know about the right picture of market of Indore region? This work

study provides extensive information about the position of companys brand in Indore.The project report includes how the company applies new concept ofpre-sale order booking forregular supply of demand items in a given period of time without any shortage of supply. REDSURVEY which helps in evaluating the market scenario. Thus the report states about demandof cold drinks according to consumer and customers preferences and retailers satisfaction

RESEARCH METHODOLOGY TITLE OF THE STUDY:

The title of the study is To study retailers awareness & co-operation for Coca-Cola product and

promotional activities in Indore region.

TYPE OF RESEARCH- EXPLORATORY

OBJECTIVE OF THE WORK STUDY:

1. To know the awareness level of retailer about Coca-Cola product range.

2. To know the various reason of retailer preferences for different flavor.

3. To know about the area wise consumption pattern for different flavors.

4. To know the retailers response towards promotional method used by the Coca-Cola.

5. Visi-coolers survey in Indore region.

VARIABLES:

1) Awareness2) Stock keeping unit3) Consumer Preference4) Awareness for Promotional activation

Distributer


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5) Outlet wise range availability(convenience, E&D, grocery )6) Product information7) Package sizes8) Frequency of visits by representative9) Timely delivery

10)Sales

PRE SALE ORDER BOOKING

Pre-sale order booking is new concept in the organization where in market developer have

assigned task for making regular visit to market and taking the expected order for next day,

giving information about various schemes, discounts, etc. For this the region is divided into no of

routes and a market developer is posted in each specific area. The role of market developer is to

generate the demand of product where by increasing sale of that segment. In addition to thishe/she have to keep on check with the retailers satisfaction, their need and request and timely

fulfilling them. Red survey is also a responsibility of an MD.

This proves to be an effective tool in proper supply of cold drink on time. As some time due to

unexpected demand it is sometimes not possible to satisfy all the demand, in this case MD

already know the expected order to placed thereby minimizing the cost of operation and

supplying the demanded quantity. It proves to be a means of cost control as it reduces the cost

and time of operation so that optimum utilization of resources may occur. Thus it is forward

looking approach which helps in proper delivery of cold drinks.Traditionally distributor used to

visit regularly to various outlets so as to deliver the order which is resource consuming also it

sometimes lead to consumption of a particular flavor there by reducing the sales of particularflavor so this concept of pre sale decides the quantity to be loaded according to the order of

particular flavor thereby reducing the loading-unloading time and satisfying the retailers for time

delivery.

The work of market developer is actually to generate the demand of a particular flavor or as a

whole so as to increase the sale of whole product range. They simultaneously focus on

availability of product and retailers satisfaction through promotional schemes, etc. They ensures

that total range is available on the outlet and everything at its proper place. They readily focus

and works on the RED parameters which ensures daily right execution.

WORKING METHODOLOGY ROUTE VISIT:I visited the routes with the distributersvehicle 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 & take the

expected order of the day &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 following

route with salesman: Sapna-sangeeta, Bhanwarkua, Sindhi colony, Navlakha, Palda road,

Chavni, Manikbagh.


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RED SURVEY

Red survey is outsourced to S E Nelson. Red stands forright execution daily. This means

everything in its proper place. Red survey is conducted monthly which proves criteria for

retailers evaluation. Company had assigned different weightage to certain parameters like visi

coolers, availability of stock, activation. In which major focus is on availability of stock to

retailers and it holds 50% weightage visi cooler, holds 20% and activation includes 30%.

Activation includes marketing activities of company. Certain questions are included under each

parameter and different marks are assigned to them according to their value.

Outlets have been classified according to:

1. Sales volume

2. Income

3. Channel classification

1. Sales volume:

Diamond outlet (greater than 800 cs)

Gold outlet (500-799)

Silver outlet(300-499)

Bronze outlet(less than 299)

2. Income:

Low

Medium

high

3. Channel classification:

grocery

E &D


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Convenience

Question have been quoted under each channel classification and assigned different marks.

According to the score obtained by outlet their schemes are revised. Standards are fixed under

each head such as minimum 6 chilled bottles of each flavor are necessary in each outlet. Coolers

must be in working condition, at prime position, pure that is it may not contain any other

product other than its own, must be arrange in brand order that is colo-j. Every outlet must have

ample quantity to satisfy the demand. Also they focus on sales and marketing variables such as

display, obm communication, promotion through advertisements, flange, fully charged rack,

glow sign boards, branded menu cards, combo, etc.

STANDARDS OF RED SURVEY:

Size Essentials for RED SURVEY

200ml/250ml/300ml

Thums up Minimum 6 bottles(chilled) of each flavor.All RGB are counted. RGB soda is also counted.However cola+3/2/1 thru a mix of pack.Tetra pack is also included.

Coca-cola

Limca

Sprite

Fanta

Maaza

Kinley soda

330ml/400ml Thums up can Minimum 6 in no. (chilled) should be available.MMPOCoke can

Sprite can

Diet coke

Limca

MMPO

600ml Thum up Minimum 6(chilled) for E&D and chilled or Warm for grocery.Coca-cola

LimcaSprite

Fanta

Maaza

Kinley soda

1.25ml/2lt Thums up Minimum 4 bottles chilled or warm.qualification can be through any size petIndividually. But not through combination

Coca-cola

Limca


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Sprite

Fanta

Parameters % weightage

Visi cooler 20% (20 marks)

Availability 50% (50 marks)

Activation 30% (30 marks)

RED SCORING LIST 2009, ALL CHANNELS, ALL VPO. (MAX SCORE 100)Q.NO E &D(Sit down,

Bakeries, Dhaba)GROCERY CONVENIENCE

D G S B D G S B D G S B

VISICOOLER 1 Is a visi-cooler present

2 Is the visi-cooler as per standard

6 6 6 6 6 6 6 6 6 6 6 6

3 Still cooler(indiamond only)

1 1 1

4 Is visi-cooler in

prime position

5 5 5 5 5 5 5 5 5 5 5 5

5 Is visi inworkingcondition

1 2 2 2 1 2 2 2 1 2 2 2

6 Is visi lightworking

1 1 1 1 1 1 1 1 1 1 1 1

7 Is visi 100%pure

10 10 10 10 10

10

10

10

10 10 10 10

8 Is visi shelf order compliant

6 6 6 6 6 6 6 6 6 6 6 6

AVAILABILITY 9 SSD(200/300ml) 20 20 22 22 6 6 16

16

20 20 22 22

10 SSD Mobile 16 16 16 16 12

12

12

12

16 16 16 16

11 Any juice RGB 6 6 6 6 3 3 6 6 6 6 6 6

12 Juice mobile 6 6 6 6 6 6 6 6 6 6 6 6

13 Juice large PET 6 6

14 Lagre PET1.25lkt

15

15

10

10

15 Water 2 2 2 2 2 2

ACTIVATION E&D


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16 Braned menu /combo

10 10 10 10

17 Flange, Flex,Glow sign, Roadstandee

3 3 3 3

Grocery

18 Three tier rack,pure & charged

8 8 8 8

19 Shelf display 5 5 5 5

Convenience

20 Table top, 5 5 5 5

21 Shelf display 5 5 5 5

22 Flange, flex 3 3 3 3

All channels

23 OBM 3 3 3 3 3 3 3 3 3 3 3 3

24 Are pricesproperlycommunication

4 4 4 4 4 4 4 4 4 4 4 4

Tools for Collection and Analysis of Data

Tools for Data collection: Primary data was collected for this survey. Primary data is one such

which does not exist beforehand and is collected for specific purpose or study. Thus to gather the

primary data self prepared Questionnaire was used which carried questions related as per the

objective of the study. Observation was also used as a tool.

Tools for Data Analysis: Pie- charts and Bar graphs have been used to locate the percentagewise distribution of data in the related category.

OBSERVATION:

Parameters used for analysis are

1. Awareness

2. Stock keeping unit

3. Consumer Preference

4. Awareness for Promotional activation

5. Outlet wise range availability(convenience, grocery, E&D)


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6. Product information

7. Package sizes

8. Frequency of visits by representative

9. Timely delivery

10. Sales

1.)Awareness: This Bar Graph indicates the response about awareness of range.


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2.)STOCK KEEPING UNIT: range available with retailers:

Group Awarenes

35, 50%25, 36%

10, 14%Full Range

Five to Four

Ranges

Three & Less

Than 3

3.)CONSUMER PREFRENCE:

For this purpose 70 responses from the retailers were collected and the results are shown below


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In case ofTHUMS UP,68 respondents showed their preferences and 2 were unanswered. Out of

68, 35 gave it first preference to keep in their shop for selling purpose and 33 gave it second

preference.

In case ofCOCA-COLA,58 respondents showed their preferences and 12 were unanswered.

Out of58, 10 gave it first preference to keep in their shop for selling purpose, 20 gave it second

preference, 24 gave it third preference and 4 gave it fourth preference.

Thums up

35, 51%33, 49%

First Preference

Second

Preference

COCA-COLA

10, 17%

20, 34%

24, 42%

4, 7%

First Preference

Second

Preference

Third Preference

Fourth Preference

MAAZA, SPRITE

56, 87%

8, 13%First Preference

Second

Preference


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In case ofMAAZA, SPRITE,64 respondents showed their preferences and 6 were unanswered.

Out of64, 56 gave it first preference to keep in their shop for selling purpose and 8 gave it

second preference.

In case ofLimca, Fanta,48 respondents showed their preferences and 22 were unanswered. Out

of 48, 18 gave it first preference to keep in their shop for selling purpose, 18 gave it second

preference, 11 gave it third preference and 1 gave it fourth preference.

(4) AWARENESS FOR PROMOTIONAL ACTIVATION:

For this purpose 70 responses from the retailers were collected and the results are

shown below.

LIMCA, FANTA

18, 37%

18, 38%

11, 23%1, 2%

First Preference

SecondPreference

Third Preference

FourthPreference

47, 67%

7, 10%

16, 23%

Television

Display board

Television & POP

Display


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NOTE: - The above chart shows that out 70 retailers, 47said that company is promoting

its products through Television, 16 said through both Television & POP Display and only

7 said through Display board.

(5) OUTLET WISE RANGE AVAILABILTY: (CONVENIENCE, GROCERY,

E&D): For this purpose 70 responses from the retailers were collected and the resultsare shown below.

GROCERY: For this purpose 70 responses from the retailers were collected and theresults are shown below.


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E & D: For this purpose 70 responses from the retailers were collected and the resultsare shown below.

(6) PRODUCT INFORMATION:

For this purpose 70 responses from the retailers were collected and the results are shown below


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NOTE: - It is clear from the above chart, the information given on product is effective for

selling.

(7) PACKAGE SIZE:For this purpose 70 responses from the retailers were collected andthe results are shown below

SSD, JUICES AND WATER

60, 86%

10, 14%

Yes No

COLD DRINK SEGMENT

68, 97%

2, 3%

Yes No


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NOTE: - It is evident from the above charts that retailers are satisfied from available

packaging sizes in case of both Cold drinks and juices.

(8) LEVEL OF SATISFACTION FROM FREQUENCY OF VISITS BY

REPRESENTATIVE:

For this purpose 70 responses from the retailers were collected and the results are shown

below:

55, 79%

15, 21%

Yes

No

(9) TIMELY DELIVERY:

For this purpose 70 responses from the retailers were collected and the results are shown

below

JUICES

65, 93%

5, 7%

Yes No


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NOTE: - It is clear from the above charts that many retailers are satisfied from delivery of

the product.

(10) SALES:

DISCUSSIONS:

This survey has been conducted keeping in mind the objective of retailer satisfaction from Coca-

Cola products, along with the awareness among retailers about the available product range.

52, 75%

18, 25%

Yes

No

0%

5%

10%

15%

20%

25%

30%

SALES

SALES


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When we talk about Retailer satisfaction from any product, it takes into account points such as

quality of the product, margin on the product, seasonal availability of the product, its packaging

size, its promotion and many other things. Thus keeping in view these points survey was

conducted and the results shows that the range awareness among retailers is up to the mark,

satisfaction from the quality and available package sizes of the product is good, whereas

satisfaction from timely delivery, seasonal availability, margin, and promotional material for the

product is better but can be improved.

FINDINGS:

Price factor (price has increased in comparison to 2008-09) Competition with local drinklike- Fruit juice, lemon water, sharbat & lassi.tea

Competition with local drink brands like Jayanti, Premji in small areas Find purity Coca-Cola visicoolers. Solution for Irregular supply Found so many outlets they want visi coolers from Coca-Cola.

CONCLUSiON

I had a project on marketing & sales promotion techniques of Coca-Cola for retailers inIndore region. The research project work conduct in different areas of INDORE region.Like: Sapna Sangeeta, Bhanwarkua, SindhiColony, Navlakha. PaldaRoad,Manikbagh & more. In last I conclude the work study that

The marketing strategy of Coca-Cola is better than its main competitor. The salespromotion techniques like Discount to monopoly retailers & schemes on products isbetter 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 product is based on display because we saw this on SAPNA SANGEETA market.

Company investing more focus now in on his retailers, Advertising campaign of Coca-Cola now can we see easily on villages like sign board, hoardings on highways, banners@ outlets.

I found the proper display of products in racks & in coolers. Sales of products are increase rapidly @ different market where I do work study mostly.

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that nothing is prefect in the world. Every individual bound to make mistakeat some points. Its genuine. The study was restricted to Indore region only, so it was difficult to


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generalize the interpretations would be make out of the findings. Limited knowledge of theresearcher in the field of research may lead to interpretation errors.

The result has not been tested. The respondents may be based or influence by other factor.

Information collection took 30 days. A busy schedule of dealers/ retailers also makes the collation of information a very difficultone.

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

Non-co-operative behavior of respondent was a big problem in this survey. White studying the report the above fact 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 through interview so there may be chances

of human error and biasness. The research was dependent on the information provided by therespondents (retailers). It may insufficient as associated with every project, time and money werethe major limitations with project.

RECOMMENDATION (SUGGESTION)

The company should measure Retailers satisfaction regularly.

Company can increase the sales when it considering more on retailers, their suggestionsor complaints about service or product so that necessary action can be taken.

Review meeting should be often held so that the working pattern of the executives can bechecked and improved if needed.

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

Since customers are value maximizes and their expectation to this brand is high, as thebrand image shows their quality is supervene so the company should also take feed backat time to time. By this they can make their brand loyal.

Distributers should be convinced to pass the incentives to the retailers so that they aremotivated to promote brand.

Increase the number of dealers and retailers as this will help in making high sales volume. Cash discount should be competitive and luring. Try to continue the good image of the

outlets by keeping more and more good quality in services. By this the monopoly willcontinue with Coke products.

For marketing strategy of company should diverse it business in related this sector Like-Ice creams, butter &chocolates because of company have visicoolers in mostly outlets.Now company should launch new taste of soft drinks like recently launched Minute Maid& also launched new product in another flavor.

Company must make new strategy to fight local cold drinks brands. Company should try to maintain manpower.


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SIGNIFICANCE OF STUDY:

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 her future endeavors. It helped in theassessing the factors, which influenced the retailers purchasing and selling products to theconsumer from Coca-Cola. The study gave the researcher the experiences to conduct survey.

To the Company: Cold drinks companies are facing a great competition nowadays. Consumersare very much aware and curious about safely products, services, brands and other upcomingproducts. This study provides an insight to the company that what kind of strategies must beadopted in order to sell more products to consumers and also satisfying them.

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.

BIBLIOGRAPHY:

Kothari C.R. (2008), Research Methodology, New age International, New Delhi.Green Pant E & Donald(2002), Economic Research For Market Development, Wiley

Eastern Ltd, New Delhi.

Kotler Philip (2009), Marketing Management, Prentice Publication Co, New Delhi.Cooper, D. and Schindler, P. (2007), Business Research Methods, McGraw Hill

Companies, New Delhi.India Today, (June 2009) COCA-COLA strategic moves

WEBSITES:http://www.coca-cola.com/history

http://www.coca-colaindia.com/brands

http://www.coca-colaindia.com/portfolio

SEARCH ENGINE:

www.google.com

www.altavista.com
http://www.coca-cola.com/historyhttp://www.coca-colaindia.com/brandshttp://www.coca-colaindia.com/portfoliohttp://www.google.com/http://www.altavista.com/http://www.coca-cola.com/historyhttp://www.coca-colaindia.com/brandshttp://www.coca-colaindia.com/portfoliohttp://www.google.com/http://www.altavista.com/


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