Professional Documents
Culture Documents
ON
HINDUSTAN COCA - COLA BEVERAGES PRIVATE LIMITED, BHUBANESWAR
OPPORTUNITY MAPPING
&
COMPETITION MAPPING
Place-Bhubaneswar
(Ansuman Mohapatra)
Date Batch-
2007-2009
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to Mr. Sapan Pattnaik for giving me an
opportunity to work on a live project. I am very grateful to Mr. Sapan Pattnaik for giving
me proper guidance in completing the project from beginning. I am also very grateful to
plant manager Mr. Kulamani Panda who gave a chance to me to do the project in the
marketing the was project successful. I would also like to convey my sincere regards to
Mr. Santosh Padhy helping me a lot. I want to express my heartiest regards to Mr.
Biswaranjan Mohapatra for guiding me in all financial matter from the very beginning. I
want to convey my regards especially to Mr. Sapan Pattnaik for his help in making the
project more successful. At last I want to thank all the staffs of human resource, stores,
production, quality, shipping and marketing for their co-ordination without whom it would
be very difficult for me in achieving my target and making the project successful.
EXECUTIVE SUMMERY
The study comprises of two parts one is to identify the opportunity of, opening of new
outlets in potential area and second is to identify the competition provided by its
competitors. The main objective of this study of OPPERTUNITY MAPPING is to increase
the sales of coca-cola products by creating more and more outlets in potential area and
another reason of this study is to increase the market share of coca-cola in
Bhubaneswar.
The main aim of study of COMPETITION MAPPING is to find out extra benefits or
services provided by its competitors as a result the market share of coca-cola must have
been reduced in that particular area .By looking into this study, the company will be able
to take corrective measures to avoid the loopholes provided by the company in earlier
period as a result the market share of the company will increase.
The study gives a brief idea about the company, its history and how the company sales
force operates globally and acts locally. The coca-cola company follows strict policies and
takes necessary steps to improve its sales by providing better services to consumers with
in a short period of time where the company is lagging behind. Therefore the company is
the market leader among all beverages in 21st century.
Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The
name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He
penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was
first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable.
What people want in a beverage is a reflection of who they are, where they live, how
they work and play, and how they relax and recharge. Whether you're a student in the
United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a
child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a
run together, the company is there for you.
The company is determined not only to make great drinks, but also to contribute to
communities around the world through our commitments to education, health, wellness,
and diversity. We strive to be a good neighbor, consistently shaping our business
decisions to improve the quality of life in the communities in which we do business. It's a
special thing to have billions of friends around the world, and we never forget it.
The company remained focused on the basic promise of Coca-Cola, which has
not only endured, but indeed carried us. That promise has been its consistent
theme throughout its more than 118-year history.
• Its people kept that basic promise by working with strong ideals, always
striving to behave in ways consistent with the brand itself.
• Its leaders had the vision, foresight and the courage to innovate and
adapt the mechanics of its business to allow it to thrive within the
business conditions of each particular day.
So, in the century ahead, the leadership of Coca-Cola will successfully author the next
chapter by making sure it stay focused on the promise and ideals of Coca-Cola, while
continually adapting its ability to deliver on that promise as business conditions change.
In the first decade of the 21st century, it faces the challenge of a new environment,
which is driven by a fundamental shift in international economic dynamics, the growing
influence of technology and the fact that people increasingly expect more of large
corporations.
That challenge demands innovation. While it will always be disciplined by its purpose
and its ideals, it must intensify its focus on innovation and create new ways to deliver the
promise of Coca-Cola. In fact, in an era that is increasingly international and
interconnected, it must pioneer a movement from a homogenous global approach to a
highly tailored approach reflecting the character of its markets.
This new approach will require:
• Being innovative in its marketing, its brands and its consumer relationships.
• Collaborating more productively with its business partners.
• Changing some of the structures of its enterprise.
• Increasing its commitment to community and the environment.
Thus, it will reinvigorate its enterprise and bring to full life the unique spirit of Coca-Cola
and our people. Such real renaissance of the Coca-Cola spirit will enable us to fulfill our
purpose of delivering refreshment and benefit to everyone touched by our business.
The Coca-Cola promise and its aspirations for the 21st Century must drive its
decisions and its actions. As each day unfolds, it will take clear, disciplined action
against 10 explicit priorities.
We will actively cultivate a diverse, rewarding culture that encourages our people
to develop to their fullest potential, assuring enjoyment and satisfaction in the
Coca-Cola workplace.
We will seek genuine, trusting relationships with all our constituents. We will focus
especially on the people who buy our brands, appealing not only to their shared
values, but also to their differences.
We will rejuvenate the basic brand-building nature of our company, with focus on
brand Coca-Cola.
At the same time, we will broaden our historical portfolio of brands, products and
services.
We will work with our bottling partners with clear respect for the interdependent
nature of our relationship, actively supporting their efforts to evolve business
structur work best for them.
We will collaborate creatively with those who sell our products in the
marketplace, developing relationships built on mutual success, not only from our
brands, but also from our services.
We will develop new alliances with uniquely qualified partners, to tap into
emerging growth opportunities and new routes to market.
The coca cola company exists to benefits and refreshes everyone who is touched by our
business.
Coca-Cola in India:
The Coca- cola Business in India
While The Coca-Cola Company is a global company with some of the world's most
widely recognized brands, the Coca-Cola business in India,
as in each country where it operates, is a local business. Its beverages are produced
locally, employing Indian citizens, its product range and marketing reflect Indian tastes
and lifestyles, and it is deeply involved in the life of the local communities in which it
operates. While The Coca-Cola Company is a global company with some of the world's
most widely brands, the Coca-Cola business in India, as in each country where it
operates, is a local business. Its beverages are produced locally, employing Indian
citizens, its product range and marketing reflect Indian tastes and lifestyles, and it is
deeply involved in the life of the local communities in which it operates.
After a 16-years absence, Coca-Cola returned to India in 1993. The Company's
presence in India was cemented in November that year in a deal that gave Coca-Cola
ownership of the nation's top soft-drink brands and Bottling network.
Coca-Cola India has made significant investments to build and continually improve its
business in India, including new production facilities, wastewater treatment plants, and
distribution systems and marketing equipment.
During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India
In India, we indirectly create employment for more than 125,000 people in related
industries through our vast procurement, supply and distribution system
Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India.
The complexity of the Indian market is reflected in the distribution fleet, which
includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow
alleyways of Indian cities, and trademarked tricycles and pushcarts.
BRANDS IN INDIA:
Fanta:
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as one of
the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over
the years Fanta has occupied a strong market place and is identified as "The Fun
Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging
one to indulge in the moment. This positive imagery is associated with happy, cheerful
and special times with friends.
Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-
conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great
Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the
world.
It's the drink for people who want no calories, but plenty of taste. Ad campaigns around
the world for Diet Coke share a playful, sophisticated and fun-loving attitude.
Glass PET Can Fountain
200 ml 500 ml 330 ml -
MAAZA:
Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit
juices and was available throughout the year.
In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit
drink category.
Over the years, brand Maaza has become synonymous with Mango. This has been the
result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal mein
Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink
which delivers the real experience of fruit.
LIMCA:
Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on anyone,
anywhere. Born in 1971, Limca has been the original thirst choice, of millions of
consumers for over 3 decades. The brand has been displaying healthy volume growths
year on year and Limca continues to be the leading flavors soft drink in the country.
The success formula? The sharp fizz and lemony bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously strengthened the
brand franchise. Limca energizes refreshes and transforms. Dive into the zingy
COCA- COLA:
The world's favourite drink. The world's most valuable brand. The most recognizable
word across the world after OK.
Coca-Cola returned to India in 1993 and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving cinema
industry, music etc. Coca-Cola has been very strongly associated with cricket,
sponsoring the World Cup in 1996 and various other tournaments, including the Coca-
Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho
Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary.
In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-
rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was
available for just Rs. 5 across the country and this pricing initiative togetherwith
improved distribution ensured that all brands in the portfolio grew leaps and bounds.
Coca-Cola had signed on various celebrities including movie stars such as Karishma
Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the
past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.
THUMS UP:
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.
Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest
growing soft drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth,
Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hing
taste encourages the today's youth to trust their instincts, influence them to be true to
who they are and to obey their thirst.
In the company's journey towards the vision 'leading the beverage revolution in India',
now even Garam matlab Coca-Cola. A hot new launch from Coca-Cola India.
Georgia, quality tea and coffee served from state of the art vending machines is
positioned to tap into the nations biggest beverage category.
Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is
available in a range of 7 sizzling flavors, adrak, elaichi, masala and plain tea
cappuccino, mochaccino and regular coffee.
Georgia is currently in the roll out stage after a successful launch in Delhi & Kolkata.
Georgia aims to become the consumers preferred choice of hot beverage when he is on
the go, the brand is well on course to achieving its vision.
While Georgia is a mass market offering, Georgia Gold is the premium brand which
caters to the connoisseur. Made from freshly roasted and ground coffee beans, Georgia
Gold is delicious tasting aroma with the tantalizing aroma of fresh coffee. Currently
available exclusively at McDonalds outlets across the country Georgia Gold has driven
coffee sales through the roof. The success of hot beverages from Georgia Gold has
resulted in extension into the cold category, with the introduction of Ice Tea and Cold
Coffee.
KINLEY:
Water, a thirst quencher that refreshes, a life giving force that washes all the toxins
away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of
life, the very sustenance of life, a celebration of life itself. The importance of water can
never be understated. Particularly in a nation such as India where water governs the
lives of the millions, be it as part of everyday rituals or as the monsoon which gives life
to the sub-continent.
Kinley water understands the importance and value of this life giving force. Kinley water
thus promises water that is as pure as it is meant to be. Water you can trust to be truly
safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola
Company. That is why we introduced Kinley with reverse-osmosis along with the latest
technology to ensure the purity of our product. That's why we go through rigorous testing
procedures at each and every location where Kinley is produced.
‘’Orange juice with real orange pulp” with this slogan, Coca cola launched its minute
maid brand of orange juices for the first time in the country at Hyderabad. Though Coca
cola India had in its portfolio the highly successful Maaza brand in the juices segment
(which it got from the chouhans), this is the first time the company is introducing some of
the products from its own Minute maid portfolio.
The roll out of the naturally refreshing orange beverage with real pulp has been
designed to extend the Company’s market leadership in the juice segment and with this
launch; it is expected to further extend its leadership.
PET
Media Promotion
To give a broad look to the marketing strategies of Coca-Cola the following points can
be taken into consideration regarding their opportunity and threat analysis.
Coca-Cola has already dominated many existing brands of Pepsi; however it may
be possible that in the next few years Coca-Cola is going to eat the entire soft
drink market.
Again it is the threat that the monopoly may not exist after boycotting the Pepsi as
because of the chances of arrival of the local brands, these companies may be a
threat for Coca-Cola in the next few years.
Perhaps the current largest for Coca-Cola apart from Pepsi is a spiritual and
patriotic issue which is also a threat for Pepsi, this is the spiritual media channels
like Astha and Sanskar.
VISION
MISSION
To refresh the world in mind body and sprit.
To inspire moments of optimism through our brands and our actions.
To create value and make a difference every where we engage.
Manufacture
The company manufactures Concentrate for sale to Bottlers.
Beverage ba
Bottlers produce the final products and sell them to customers.
INGREDIENT DELIVERY
SWEETENER
Team of professionals, work on selecting, auditing, sampling, testing, approving and
then authorizing the sugar suppliers and the list of such authorized suppliers with
approved sugar lots and along with the certificate of analysis are sent across to all the
bottling unit for procurement.
SECRET FORMULA
Created in special concentrate plants, its delivered held and used under strict controls to
maintain its integrity and security. Each unit of concentrate is especially identifiable to
allow the “History” of each component to be researched at any stage of production,
storage or use.
CO2 FORMULA
When delivered to the plant, co2 comes in cylinders for easy delivery and storage. In
essence, co2 a colorless and odorless gas that provides the “Fizz” for our beverages.
WATER
Since water is a key component to all our beverages, its quality is critical. And since
public water quality varies around the world, each plant further treats the water it uses.
This means that before water is added to any of the beverages, its rigorously filtered and
cleansed.
MATERIALS
Ingredients are not the only things delivered to the plant, other materials such as bottles,
cans, labels and packaging are also delivered. Coca cola plants in Khurda uses refillable
glass bottles (RGB) in the production process. When bottles are delivered to the plant,
they are carefully inspected to ensure that they meet the exacting standards. Once
these have passed initial inspection, they move on to be washed and rinsed.
WASHING AND RINSING
To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While
this sounds simple, the actual steps can differ by bottling plant. In khurda, Coca cola
plants use refillable glass bottles. To ensure they meet the cleanliness standard of the
company, bottles are first hit with pre-rinse jets which remove a dirt or debris. They are
then soaked in a high temperature deep cleaning solution that removes any remaining
dirt and sanitizes them. The bottles then move to the “Hydro wash” where they are
washed again with a deep cleaning pressure spray.
Once all the ingredients have been mixed and blended and the bottles have been
cleaned and sanitized the plant is ready to start filling. This is a surprisingly complex
process requiring precision at each step. To begin with bottles must be carefully timed
as they move to the filler. Before the bottles can be filled, the inside of the bottles must
be pressurized. This
allows for the force of gravity itself to draw the beverage into the bottle a process that
ensure the smooth flow of liquid with little to no foaming.
CAPPING
Once filled, bottles are then capped. Company uses different bottles, glass bottles are
usually topped with a metal. Each cap type then moves through different parts of the
machine which ensures each cap stays scratch free and is in the right position to be
precisely placed on the bottle. The process actually stops if the detector doesn’t find a
closure. If the bottle cap isn’t just right, the beverages can become flat or be affected in
other ways. If this happens the bottle is discarded.
CODING
The bottle is now ready to be coded. Each one of the beverages is marked with a
special code that identifies specific information about it. The codes simply identify the
data the beverages was bottled. These codes identify the date, time, batch no. and the
MRP.
INSPECTION
Company inspects bottles at many points during the process. With the refillable bottles,
it happens when they are first brought into the plant. They are also inspected after they
are washed and again after they are filled. Inspectors look for external bottle
imperfections and make sure each bottle has the right amount of beverages. Even after
filling, the plant samples bottles for analysis in its lab to ensure quality is up to
standards.
PACKAGING
Once the filled beverages have passed final inspection, they are ready to be packaged
for delivery.
WAREHOUSING AND DELIVERY
In order to make sure the freshest beverages possible get to you, each warehouse must
efficiently manage the thousands of beverages cases produce each day. From the
warehouse, beverages are loaded onto the distinctive trucks.
C o c a - C o l a I n d i a
C o c a - C o Hl a i n I nd du is a t a I nn H c iC n o d c u a s - t C a o n l a C oB c e a v - e C r o a l g a e MI s n a Pd r v i k a t e L t it nm d g
G u r g a o n M u m b a i P u n e
R 1 R 2 R 3 R 4 R 5 R 6 R 7
A h m e B d a a n b g aC a da l o l c r eu tD t ae l h H i y d e Mr a u b m a Fdb O a iB O
A h m eB d a a n b g a a d l o r e D a s nH a y d e rG a o b a a dA g r a
B h u b a n e s h w a r
B h o p C a h l e n n a i J a i p u N r e l l o Nr e a s i Ak m r i t s a r
G u w a h a t i
P a l g h a t J a m Sm e u c u n P d u e n r ea A b m a r d i t s a r I I
J a m s h e d p u r
N a j i b V a e b m a Wd a g a i d r i a B / Ma du dm i b a i
J o r h a t
U d a i V p i u j ar y a w a dB a a r e i l l y
P a t n a
V a r a nV a i z s ai g C h a n d i g a r h
S i l i g u r i
F a i z a b a d
F O B O ( D a n k u n i )
L u c k n o w
F O B O ( T a r a t a l a )
L u d h i a n a
N a g p u r
ORGANIZATION STRUCTURE
OBSERVATION
Coca cola has its own management system which is a major tool that helps
management in problem solving and framing marketing strategy. Here the market
research is carried out at different places in Bhubaneswar. In order to expand the
market of coca cola, survey was made to find the areas where there is scope for
opening new outlets thus on that basis survey was carried out.
Channels for new outlet were Grocer, E&D, Conveniences, so considering these
channels areas were looked for the outlets where coca cola can setup there market.
The objective of the survey is to know the situation of market, check the problems of the
retailers and activate new outlets.
The outlets can be classified as per three criteria:
Consumption pattern
Volume pattern
Shoppers profile
DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of
Coca cola soft drinks is more than 800 crates.
GOLD: - Those outlets are known as Gold outlets where the sale is in between 500
crates to 800 crates per annum.
SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to
499 crates per annum.
BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200
crates per annum.
a) Direct operation.
b) Indirect operation.
But the distribution of Coca Cola varies from place to place. In India Coca Cola is doing
his distribution by direct operation, indirect operation & by both also. Especially in
Bhubaneswar coca cola is doing its distribution by both direct operation & indirect
operation.
DIRECT OPERATION:
Here company does its distribution by him self. There is no role of middle man. Every
activities of a distribution process is under the control of the company. Here coca cola
runs its own vehicles in that particular area for the distribution. By direct operation
company gains a lot. The direct operation of the coca cola is as follows:-
INDIRECT OPERATION:
Here in the distribution process middleman’s role came into existence. In coca cola the
distributor is the middle man. Everything is not under the control of the company.
Basically Coca Cola Company selects a person for some specific areas for the
distribution process. In Bhubaneswar there are six distributors. They are:
2.Maa Santoshi
3.Baldev jew
4.Kiran Tyres
5.Pradhan Distributor
CONSUM
ER
Shree Maa agencies: Unit-4, some part of PD Mkt, Nayapalli, Governor House,
Acharya Vihar.
Maa Santoshi: jaydev Vihar, Unit-1, Mkt Building, Master canteen, Kharvel Nagar,
Ganga Nagar, Air Port, Delta, some part of PD Mkt, Ram Mandir Area.
In the next page Bhubaneswar Map is given & in the map Sky color is assigned for
direct operation & grey color is assigned for indirect operation.
SWOT ANALYSIS
SWOT analysis is a basic, straightforward model that provides direction and serves as a
basis for the development of marketing plans. It accomplishes this by assessing an
organizations Strength (what an organization can do) and Weakness (what an
organization can not do) in addition to Opportunities (potential favorable conditions for
an organization) and Threats (potential unfavorable condition for an organization).
SWOT analysis is an important step in planning and its value is often underestimated
despite the simplicity in creation. The role of SWOT analysis is to take the information
from the surrounding and separate it form internal issues (strength and weaknesses)
and external issues (opportunities and threats). Swot analysis assists the firm in
accomplishing its objectives (strength or opportunity) and overcoming the obstacles
(weakness or threats).
STRENGTH
Bottling plants – there are 29 bottling plants in India. These plants are company
owned and not franchised like Pepsi.
Promotional schemes – to activate sales company is providing Umbrellas, Chairs,
Tables, racks, flanges, visicooler & glasses.
WEAKNESSES
ORROTUNITY
Greater opportunity in rural areas where coca cola can gain a substantial base.
70% of total population lies in rural area, and market penetration of soft drink is
only 12% hence there is greater scope of increasing revenue of the coca cola
company.
Opening new outlets in the area where the coca cola’s market share is less.
Company should offer schemes for long term profit to the retailer so that they get
involved in long term association.
More office blogs are opening in Bhubaneshwar it leads to greater opportunity for
coca cola as it is a ready alternative for snacks
THREATS
Impulse customer’s bye what ever is in the offer, so company should give
offers regularly.
The basic proposition of our business is simple, solid and timeless. When we bring
refreshment, value, joy and fun to our stakeholders, then we successfully nurture and
protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate
obligation to provide consistently attractive returns to the owners of our business.
1. Comply With Food Laws And Regulatory Requirements – All Company products and
packaging must comply with applicable food laws and testing practices must comply
with regulatory requirements.
2. Environmentally Responsible – All organizational units conducts business in ways
that protect and preserve the environment.
3. Safety And Loss Prevention – All organizational units ensure a safe working
environment by identifying, evaluating, and controlling hazards that could adversely
impact our people, property, trademark and the public.
BUSINESS
PepsiCo, Inc. (the "Company") was incorporated in Delaware in 1919 and was
reincorporated in North Carolina in 1986. PepsiCo is engaged in the beverage and snack
food businesses. On October 6, 1997, the Company spun off certain of its restaurant
businesses, consisting of Pizza Hut, Taco Bell and KFC, to shareholders as an
independent publicly-traded company.
In addition, Company disposed of PFS, its restaurant distribution operation and its non-
core restaurant businesses.
BEVERAGES
PCNA manufactures and sells beverage products, primarily soft drinks and soft drink
concentrates, in the United States and Canada. PCNA sells its concentrates to licensed
bottlers ("Pepsi-Cola bottlers"). Under appointments from PepsiCo, Pepsi-Cola bottlers
manufacture, sell and distribute, within defined territories, soft drinks and syrups bearing
trademarks owned by PepsiCo, including PEPSI-COLA, DIET PEPSI, MOUNTAIN DEW,
SLICE, MUG, ALL SPORT and, within Canada, 7UP and DIET 7UP (these products are
sometimes referred to as "Pepsi-Cola beverages").
The topic “Opportunities mapping and Competition mapping for the project work
was suggested to me by the Area Sales Manager of Hindustan Coca-Cola Beverage
private limited. He asked me to conduct a survey in areas where the coca-cola market is
weak and to find out places where new outlets of Coca-Cola can be opened & was also
assigned to convince retailers and dealers to open new outlets for Coca-Cola.
Armed with the ideas provided to me by the Area Sales Manager and Dealers, I went
ahead for the research. In order to collect samples during my survey I planned to take
recourse to the Random Sampling because as the name suggests, in this method of
sampling any unit of population can be selected at random. In my research, the
distributors of coca-cola and the retailers in Bhubaneswar comprise the universe.
Therefore, they are the ones who constitute as the main source of information to me.
The survey for new outlets of coca-cola was done in about 200 shops including eateries
& drinkeries, groceries, and other conveniences. Out of 200 shops, 60 shop owners
agreed to open new outlets and sell coca cola’s products.
RESEARCH OBJECTIVE
MAIN OBJECTIVE
• To find out competition provided by its competitors and the extra benefits or
offerings provided by its competitors.
SPECIFIC OBJECTIVE
• It helps to design the sales and marketing plan for the future
Market survey
Market survey is one of the most widely used MR technique .it is at times viewed as
synonymous with marketing research. This is erroneous. It has to be understood clearly
that market survey is just one of the techniques of MR and is not synonymous with MR.
It is just one of the methods of collecting marketing information required for a given
marketing assignment. It is used when the required data is not available with the
company’s internal records, as well as external published source.
Here the researcher carries out opinion pools involving sales persons, dealers, traders
and experts. Trade surveys are very common. In conducting these surveys, the
researcher has to carefully select the instrument and methods of surveying.
METHODOLOGY
The data can be dichotomized into two types: primary data, secondary. In this study the
data collected was mainly primary data. The respondents were from the area of
Bhubaneswar. The secondary data were obtained from the Coca-Cola city office. The
sample size collected for the various objectives where, from the total number of outlet
the sample size determined was: 200
The primary data collected through the survey method for the purpose of the study.
The survey was done by using questionnaire method. Beside this I had an informal
discussion with the retail outlet.
Secondary data: information regarding the organization was obtained from secondary
sources like company journals, company websites, publications & records.
LIMITATIONS
• The major limitations of the project work under study is time , since it is to be
completed with in a period of two months and this time period may not be
sufficient to undertake a comprehensive study.
• This study is exclusively from HCCBPL, Orissa and the results cannot be
extrapolated to other organization.
• Being a project student, it created some hurdles in getting the true feedback from
the respondents.
AREA COVERED:
• Rasulgarh, Mancheswar
• Cuttack road
• Lewis road
• Old bhubaneswar
• Saheed nagar
• Satya nagar
• Kalpana square
• Utara chowk
Here according to the survey point of view, the outlets are classified in to three types.
They are;
Pepsi outlets: Where all the carbonated soft drinks of PepsiCo are available i.e.
Pepsi, Mirinda, 7up, Slice, Mountain Dew.
Coke outlets: Where all the carbonated soft drinks of Coca-cola are available i.e.
Coca-Cola, Thumsup, Sprite, Limca, Fanta, Maaza, Kinley.
As the name of the project suggests, the project is all about finding the opportunity of
opening of new outlets in the potential area . The main objective is to increase the
market share of coke-cola products by creating more and more outlets and by making
the products more familiar.
In COMPETITION MAPPING, the main objective of this project is to find out competition
provided by its competitors and the extra benefits or offerings provided by its
competitors. In this project we also look into the services provided by its competitors and
also we want to know why particular retailer prefers pepsi products rather than coke
products.
In our project we covered a certain areas of Bhubaneswar like
Saheednagar,Satyanagar,Rasulgarh, Lewis road, Kalpana square,utara chowk, Old
bhubaneswar etc.
I went through all the potential shops those did not keep coca-cola or anything else. I
personally convince the shopkeeper to keep our products because these days
particularly in summer our products are very demanding. People are really searching our
products when they are felling thirsty or to avoid hot and humidity. Why people are
searching our products because some of our products are very demanding, very tasty
and quality of certain products are really very good compared to its competitors.
What is a potential outlet? what does it exactly mean?
Potential outlet, even if it has not been described clearly but as per the instruction of my
project guide potential outlet is something whose monthly sales must exceed more than
5000 rupees, no matter whether the shop is a grocery or a hotel, or a convenience store.
Potential area is that place whether the outlet is in the market place or nearer to market
place or in a chowk or nearer to a colony or nearer to a particular landmark, where
regularly some people must go through that place hoping that some business will take
place.
STEPS INCLUDE:
• Identify the potential area
• Identify the potential outlet by knowing the business
• Convince the retailer to keep our products
• Convey the cost and price of the products
• Convey the terms and conditions of payments
• Convey the offerings and benefits provided by the company
• Convey the retailer about the company policy for providing SGA OR ICEBOX
• Convey the retailer about role of a sales person
We went through the project by filling up the questionnaires provided by our project
guide. As per the questionnaire first I asked the retailer whether the products you keep
are supplied by the distributor or direct through the company. Then I get to know it is by
company DSD, which stands for direct sales distributors. In this case no intermediaries
are required.
After this we note down the outlet’s name and retailer’s name .Then we note down the
address of particular outlets which wants to being a part of our company that means that
particular outlet wants to have our products .We note down all these things for easy
access of the company .Even we take its contact no. for easy communication.
Then the whole outlet category is divided into three parts. Convenience, grocery and E &
D. This stands for eating and dining. First we get to know which type of outlet is this.
Accordingly we provide the SGA OR ICEBOX as per the requirement of the outlet. Even
we provide different benefits to different category of outlets.
Then we ask the retailer whether he or she wants to keep R.G.B which stands for
returnable glass bottle and whether the retailer wants to keep pet or not and the big
bottle containing 1.5ltr or 2ltr and which is the most salable item in terms of container
and in terms of product .
Then we ask the whether he services provided by the company is satisfactory or not. Do
they get the products in right time or not? If the outlet would be a new outlet then we
explain the role of sales person for that particular area. If it would be an old one we ask
them whether the sales person visits the outlet frequently or not. Last we ask the retailer
to give overall remarks for our company regarding service, products everything.
From the surveyed outlets, there are some following data, which are given below.
From the above graphical representation, it is cleared that most of the outlets are coca
cola outlets which is 47%. After that the new outlets which is 24% and lastly the Pepsi
outlets which is 13%.This is the macro analysis of the data which are got from the market.
The microanalysis of those data are given below.
NEW FORMULA
Younger generation are more interested in soft drinks ,so new openings in
institutional areas should be increased
Paper pouches to be replaced for plastic carriers for juice , environment friendly
conditions
Coca cola is English oriented so covering of English medium schools to open new
outlets
As people are now a days becoming more health conscious so vitamin water can
be made to quench the thirst of health consciousness
Other health drinks like milk proteins content soft drink can be invented
RECOMMENDATIONS
1. We need to be proactive and aggressive in new counter opening through visibility
exercise in clusters like sailasree vihar, market building area.
2. We should take calculative risk to Provide SGA & open new outlets in Saheed
Nagar, and maître vihar clusters where there is huge competition.
3. We need to prove to the network that we take care of small counter as well - by
taking initiative like better service, schemes by grooming some of them.
4. We should arrange training programmes for prospective new dealers to give
insight of the business which will help them to develop their counters.
5. We need to appoint one good well managed distributor for better service to the
rest of network where the presence is less and to access the market easily.
6. Company should introduce package of zero initial deposit; this will help us to
retain our future prospective counters.
7. We should react fast in better and timely service to the counter.
8. We need to provide sufficient posters, banners and sales promo materials like
rack etc to these set of counters and hoarding and wall painting in these locality
to increase the awareness among the customer.
9. As the presences in some areas are below average we can run some TV ads in
local channels thru the cable operators.
10. We can organize some events during summer in the locality for young generation
in a well known school or college.
11. We can make some street audit of these areas once in 3 months to know the
developments in the locality where we had already run some promo activities.
12. We should take initiatives to form a strong & long term relationship with the
counter -
We should arrange training programmes for selected counter regarding
how to sale new products and schemes etc.
We can arrange some higher ups visit at least once in quarter to make
them engaged in the business and can be called for a dealer meet
addressed by the Sr. Managers of the company.
These counters should be encouraged to involve company sales Officers
as much as possible to give better service
We should try to give business thru local parties or events by these outlets.
We should remember special occasions (like anniversary, birthday, new
year etc) of these outlets and give some momentous in these occasions.
CONCLUSION
In the due course of time of project, which lasted for 8 weeks, I got the chance of visiting
190 outlets and also interact with each and every person of those outlets in
Bhubaneshwar. By formal interaction with the dealers and retailers, I got to know many a
things from the outlets. In this particular city Coca cola is doing well as compared to
Pepsi. But there are few mixed outlets too. So to increase the market share of Coca cola
it should tap all the mixed outlets. About 80% of market is owned by it, yet more is
expected to be achieved. Coca cola is trying to increase its expansion by:
Company should take advantage of its positive aspect like rain harvesting and many
social activities. Coke is investing a huge amount on advertising, it should reduce the
advertising cost and that amount should be used in various promotional offers then the
sell will increase like any thing. If sale increase obviously the market share will also
increase.
In Bhubaneswar if Coke will do the direct operation then the margin will go to the
company and as a result company will generate more profit. In other parts and cities
also company should do direct operation. In my findings there are some drawbacks. The
company should overcome these draw backs.
There are few threats that the company should not neglect, they are like
1. People are becoming health conscious hence switching to fresh fruit juice
2. Omfed is also gaining its weightage in soft drink market
3. Amul cool also is increasing its demand
4. Increasing crowd in fruit juice and lassi stalls are alarming
5. It also can introduce vitamin water considering health consciousness of
customers.
.
Company’s new theme “JO DIKHTA HAI WHO BIKTA HAI” is working efficiently. Still
tent card and combo boards’ activation is still not there in many eateries and drinkeries.
Hence it should be done very soon. Even various promotional schemes and offers
should be given in all modern trades.
So, considering these problems if Coca Cola Company looks after these problems and
tries to rectify it then definitely coca cola would be the number one company in the world
according to revenue generation where now it holds the fourth position.
CORPORATE LEARNING:
I didn’t have any idea about the great company like Coca – Cola. What
I had learnt in my entire 1st year course I realized this practically
during my summer internship programme. I got a chance to deal with
corporate citizens. In the beginning when I joined here I was only
concerned about the data collection which was interesting. Then I was
assigned a project known as Opportunity Mapping and Competition
Mapping. I did the project very carefully which gave a successful
outcome. The project aims at mainly to increase the market share in
low market share areas and to tap the potential market where our
presence is unfelt. So that it will create some awareness in the mind of
the people and it can easily identify the problems faced by competitor
counter.