COCA COLA: HORIZONTAL EXPANSION

BCG MATRIX (BOSTON CONSULTANCY GROUP)

SPRITE (STARS)

MINUTE MAID NIMBU FRESH (DIVEST)

THUMPS UP (CASH COW)

MAAZA (DOGS)

Thumps up within the product portfolio of carbonated drink are the best revenue generator at present for Coca Cola. It has an absolute market penetration. Sprite is being considering as the compensating product of coca cola but due its tiny fluctuations in taste quality releases it to be a consistent performer is aspect of revenue generation.

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OBJECTIVES OF THE PROJECT

The main objective of the project is to enhance the sales of the organization by including as many as shops under the Coca Cola with the help of Horizontal expansion. The next objective of the project was to advertise the products of the company. To find out available opportunities in the present market by finding gaps in the competitors penetration. To collect data from the retailers for the activation of new channels. Find out new ways to push sale in different outlets of a particular area. To enhance market share of the company. To understand and try to solve the various shortcomings in process of distribution system.

SCOPE OF THE STUDY

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This study helps in knowing the growth in the market with compared to the various competitors present in the market. This study ensures the availability of the product in the market. This study will also help to the company to know about their new concepts position in the market This study will also help to the company to know about its promotional activities involved in advertising. This study is helpful to find out the sales trends of the Coke products and its effect on consumers value and satisfaction. This study directly deals with interaction of different kinds of people in the organization which helps me to understand the corporate communication system. This study also helps me to understand how the marketing strategy like Pull and Push works in the corporate. (For push at the time of pulpy promotion, for pull at the time of more demand of sprite.)

MISSION, VISION AND VALUES MISSION: - Coca Cola is preparing for tomorrow by creating a long
term destination for its business that provides it with a Road Map for winning together with its bottling partners. Its road map starts with its mission which is enduring. It declares its purpose as a company and serves as the standard against which it weighs actions and decisions.
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To refresh the world To inspire moments of optimism and happiness. To create value and make a difference.

VISION:- Coca Cola vision serves as the framework for its road map
and guide every aspect of our business by describing what it 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. Partners: - Nurture a winning network of customers and suppliers, together that create mutual, enduring value. Planet: - Be a responsible citizen that makes a difference by helping build and support sustainable development communities. Profit: - Maximize long term return to share owners while being mindful of our overall responsibilities. Productivity: - Be a highly effective, lean and fast moving organization.

COCA COLAS WINNING CULTURE: - Coca colas culture

defines the attitudes and behavior that will be required to make their 2020 vision a reality.

VALUES: - Coca colas values serve as a compass for their actions

and describe how they behave in the world. Leadership: - the courage to shape a better future. Collaboration: - leverage collective genius Integrity: - be real. Accountability: - If it is to be, its uo to me.
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Passion: - Committed in heart and mind. Diversity: -As inclusive as our brands. Quality: - What we do, we do well.

FOCUS ON THE MARKET

Focus on needs of their consumers, customers and franchise partners. Get out into the market and listen, observe and learn. Possess a world view. Focus on execution in the marketplace every day. Be insatiably curious

WORK SMART
Act with urgency. Remain responsive to change Have the courage to change course when needed. Work efficiently.

ACT LIKE OWNERS

Be accountable for their actions and in actions. Steward system assets and focus on building value. Reward their people for taking risks and finding better ways to solve problems. Learn from their outcomes - what worked and what didnt

BE THE BRAND
Inspire creativity, passion, optimism and fun.

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SWOT ANALYSIS:
SWOT stands for Strengths Weakness Opportunities Threats. SWOT analysis is a technique much used in many general management as well as marketing scenarios. SWOT consists of examining the current activities of the organization- its Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist.

STRENGTHS:
Coca-Cola has been a complex part of world culture for a very long time. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola's greatest strengths. "Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment" (Allen, 1995). Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers.

WEAKNESSES:
Weaknesses for any business need to be both minimised and monitored in order to effectively achieve productivity and efficiency in their business activities, Coke is no exception. Although domestic business as well as many international markets are thriving (volumes in Latin America were up 12%), Coca-Cola has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power." According to an article in Fortune magazine, "In
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Japan, unit case sales fell 3% in the second quarter [of 1998]...scary because while Japan generates around 5% of worldwide volume, it contributes three times as much to profits. Latin America, Southeast Asia, and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation. Coca-Cola on the other side has effects on the teeth which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body after few years. Opportunities: Brand recognition is the significant factor affecting Coke's competitive position. Coca-Cola's brand name is known well throughout 94% of the world today. The primary concern over the past few years has been to get this name brand to be even better known. changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca- Cola's bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse area.

THREATS:
Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing healthconsciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market. Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produce a very slow moving industry in which management must continuously respond to the changing attitudes and demands of
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their consumers or face losing market share to the competition. Furthermore, consumers can easily switch to other beverages with little cost or consequence.

ADVANCE SALES AND SERVICES PRIVATE LTD

Advance Sales And Services Private Limited (ASSPL) is a Sales & Marketing Head office Of Brindavan Beverages Pvt. Limited (BBPL) in Lucknow. Brindavan Beverages Pvt. Ltd. (BBPL) is one of the major Bottlers of the Coca Cola Company in India, operating in Uttar Pradesh. It has its Manufacturing unit in Lucknow, Raibareilly, Barabanki, Lalitpur, Jhansi, Sitapur and Hardoi. ASSPL is also a Depot from which the whole of Lucknow market are covered. Other two depots are located at Charbagh and Lucknow which caters to the markets of rest of Lucknow and adjoining areas.

VARIOUS MARKETING DIVISIONS OF ASSPL ARE AS FOLLOWS-: GENERAL TRADE-As the name Suggest this division looks after the general shops and stores of the city along with some eating and dining outlet. MODERN TRADE-This division looks after the big shops and Malls of the city and is also known as key accounts Department mainly because it forms the biggest customer Base for the Company. In this division customer buy goods from the company on thirty day credit and can do payment through cheques as well. For Example Good Bakery, Big Bazaar etc. RURAL TRADE- As the name suggests this Division is mainly responsible for marketing coca cola products to rural areas and outside the main city area.
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NEW PRODUCT DEVELOPMENT Again as the name Suggest this division is mainly responsible for Promoting new products into the Market. For Example Coca cola has recently launched minute Maid 100% juice range in the Market which comes in three Flavors apple, orange and grapes. This product is quite new when compared to established players like PepsiCos Tropicana And Dabur`s Real So New product Development has a Challenging job to promote and penetrate Packaged juice market in Lucknow.

MARKETING PROCESS AT ASSPL

PRESALE CONCEPT In this concept company takes order one day before and then delivers the product to each route. So this gives more time to market developer to assure RED compliance. This concept has following advantages This gives more time to the market developer for the activation & branding purpose. By this company can easily implement the RED concept in better way Presale concept makes assure of more availability of the products in the market. This concept is easy in processing by this concept market developer can arrange the product in better way. The Company can display its products in proper way so that customers can attract towards it. PERMANENT JOURNEY PLAN (PJP)/ROUTE CARD
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The P.J.P. plan is a day wise schedule of a market Developer which contains the names of the outlets to be visited by him coming under R.E.D. where it has to be implemented after getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in market. This Route card has to be filled before visiting the market by each market developer and Presale representative. DAILY SALES REPORT In this report details of various outlet visited is entered by the pre sale representative/ market developer. It also helps in tracking market conditions of a particular area and performance of particular market developer or pre sale reprentative. ORDER SHEET In this Order of various Brands and SKU`s required by the particular outlet as per the demand is entered from where it goes into office records. A copy of this order sheet is given to depot manager who then dispatches these demanded products in a delivery truck or trolley the very next day.

MARKETING DEPARTMENT
Marketing is getting right goods and services at right time and right place to right people at right price with right communication. The comprehensive marketing activity at Advance sales and Service private ltd. is controlled by Mr. CHITRESH TIWARI (Marketing Head.). Today consumers have different measurements to buy above which has a smaller self-life. The major market of soft drink is under the grab of local distributions, which provides the innocent consumers all the sort of connections. In such scenario educating the consumer and winning confident with quality product is an uphill task because
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traditions are different to break. Marketing department looks, after from loading of bottles to suggestions, problems faced by customers. They have about 1200 retail points for exclusive distribution, 18 wagons run for playing the products to their points. Retailers get their demands fixed on the telephone to the marketing department, which is transformed into charts. Their demands are aggregated and given to the personnel or supervisors at clock these personnel are of production department. Right from the first year of the incorporation the company is running in top profit. This is because of many reasons. One of them is being that there is no other bottling plant nearby. Also the company gives good margins to the retailers along with various lucrative from time to time.

TECHNIQUES USED BY THE ASSPL FOR INCREASING SALES: Good Advertising. Effective Incentive Policy. Quality. Wide & Deep Distribution System. Attractive packaging. Allotting SGAS (SALES GENERATING ASSETS) like Refrigerator, Chest cooler, Table Umbrella, Chairs etc. to retailers. Decorating Retailers shop by display board, dealers board etc. CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS With every 1-2 crates purchased daily or alternatively an icebox is provided. For an average purchase of 5-6 crates daily a visi-cooler is given For a purchase of 7-8 crates daily exceeds then large visi-cooler or deep fridge is provided.
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With every chilling equipment a stabilizer is provided it may be of 1KV or 5 KV.

S.G.A PROVIDING COMPANIES

Whirlpool India Ltd. Godrej G.E. Appliances Ltd. Western Refrigeration Ltd. Rockwel Industries Ltd. All these industries are enlisted and approved by Coca-Cola.

PROMOTION BY THE COMPANY

All advertisement expenditure is incurred by Coca-Cola India, but only in Display Boards, Wall paintings, S.G.A.s etc. Company spends on it around 8-9 % total sales company invested near about 400 crore rupees in advertisement Budget. Radio. T.V. Hoardings. Road signs. Sticker. Banners. Newspaper. Magazines. Exhibition. Posters. Sponsoring local events.
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COCA-COLA IN INDIA
The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola left India following public disputes over share holding structure and import permit. As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the companys operation comes to end in July 1977. In October 1993, CocaCola returned to India after 16 years of absence with the slogan Old waves have come to India again first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums-Up, Limca, Citra, Gold Spot and Maaza access to Parles extensive 62 plant bottling network and a base for the rapid introduction of the companys international brand by striking a $40 million deal with Parle Coke

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almost a clear sweep and made it goal as To become an all occasion drink not a special treat beverage.

SOFTDRINK INDUSTRY IN INDIA INTRODUCTION

The Indian Soft-Drink Industry comprises of consumers throughout the country, and of all demographies. The industry has been includes of all Indian Soft- Drinks manufactures and the multinational Coca-Cola till 1976. From 1976 to 1989, the industry only consisted of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decade of nineties have brought changes in Government Policies of Liberalization and Deregulation which has helped to usher in two huge American multinational soft drink players- Pepsi Cola international and Coca Cola international.

THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA

1977 Refusing to dilute its equity stake, Coca Cola winds up it operations in the country. Thums-Up from Parle and Campa-Cola from Pure Drinks launched. 1986 An application for a soft drink and snack food joint venture by Pepsi with Voltas and Punjab agro is submitted to the Indian Government. 1988 Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government. Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) Free Trade Zone. 1990 Pepsi Cola and 7 up launched in limited market in North Indian.

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The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable. 1991 Britco food files an application before Foreign Investment Promotional Board (FIPB) to set up a new 50 crore facility in Maharashtra. Pepsi extends its soft drink reach on national scale. Products launched in Delhi and Bombay. Britco foods application cleared by the FIPB, Pepsi and Voltas start initial negotiations for a strategic alliance but talks break after a while. 1993 Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in about two years. Coke files an application for a 100% owned soft drinks Company with FIPB, Decides to part ways with Rajan Pillai. The Government clears the Coke application in record time. Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke-Parle joint venture gain strength. Pepsi launched 1 liter bottles in Pepsi Cola, Mirinda and Teem flavors. Sweeps off the 100ml segment from Pure Drinks. Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan. Fountain Pepsi launched in the Northern part of India. Coca-Cola hits the Indian market in 300 ml at the price of 250 ml. 2000 Coca Cola India has registered a growth of 18th percent in its net sale during the first quarter of the current fiscal year.
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Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective. 2001 Coca Cola upgraded from 1.5 liter. to 2 liter bottles. with the changing retail scenario in India new marketing channel of Modern Trade is opened up. 2010 Coke and Pepsi moves toward smaller towns and villages as rural income rises due to rising farm productivity to capture this market. Coca cola India launches solar cooler to tap into the markets of unelectrified rural villages.

HISTORY OF BOTTLING IN INDIA -: Coca Cola bottling plant opens in New Delhi Concentrate plant opens in India 22 bottling plants operate in 13 states 1977 Coca-Cola and 38 other companies refuse to dilute stake, formally withdraws from Country in 1978 Re-enters India Coca Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 COMPANY OWNED BOTTLING OPERATIONS (COBO), 17 FRANCHISEE OWNED BOTTLING OPERATIONS (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademark tricycles and pushcarts. ALL INDIA DIVISION COBOS ARE ISO 14001 CERTIFIED
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All 25 of the Divisions Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate. The ISO 14001 certificate is the internationally recognized standard of Environmental Management. A company must demonstrate management commitment, the total involvement of all employees and a compliance with applicable regulatory and internal company standards. Strict division compliance with KO system ensured that the bottling plants were ready to meet the tough evaluation criteria and standards of the ISO auditors.

HORIZONTAL EXPANSION Expansion of business capacity through the absorption of facilities or buildings as well as through the acquisition of new equipment to handle an increased volume in sales in which the business is already engaged. In microeconomics and strategic management, the term Horizontal Expansion describes a type of ownership and control. It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets. Horizontal Expansion in marketing is much more common than Vertical Expansion is in production. Horizontal Expansion occurs when a firm is being taken over by, or merged with, another firm which is in the same industry and in the same stage of production as the merged firm, e.g. Pepsi has adopted strategy of Vertical Expansion by which Pepsi wants to improve its sale from Coke monopoly outlets, means Cokes monopoly outlets are being taken over by Pepsi now in this condition to improve its sale Coke need to open new outlets which is called Horizontal Expansion Strategy. A monopoly created through Horizontal Expansion is called a Horizontal Monopoly. This is the expansion of a firm within an industry in which it is already
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active for the purpose of increasing its share of the market for a particular product or service. REASON OF HORIZONTAL EXPANSION The ultimate objective of coke is to acquire more customers and serve them properly. While doing Horizontal Expansion take care to the competitors strategy. The main competitor is PEPSI, who has opted Vertical Expansion to generate more sell however Coke do not believe on Vertical Expansion because Vertical Expansion has limited preview so COKE is great believer in Horizontal Expansion and this strategy helped to the company to maintain its leadership in the soft drink industry. India is a big country having diversified taste and appearance and same character is reflected in their demography. Horizontal Expansion helps the company to serve the more people and more customers touch point because in the waste country many customers commutes. BENEFITS OF HORIZONTAL EXPANSION: Provides Incremental Volume & Revenue for Business: By horizontal expansion there will be more outlets of our product in the market which will sell our product in more quantity. This will generate incremental revenue for the business. Helps Improve Route Productivity: - There are pre determined routes through which product is transported and delivered at the coke outlets. If we open more outlets on the routes it will increase the productivity because more
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outlets will be covered and more product will be delivered with a negligible increase in time and efforts. Hence it will improve productivity of the route. Improves Profitability of Our Distributors Expenses on routes and delivery of product are incurred by the distributers. Opening new outlets will give more revenue to our distributors also. With the increase in route productivity will improve profitability of the distributors. Reduced Dependence on Large Customers: - We know that coke products have a very good demand. To comply with this we have to provide large amount of supply. In case we have few outlets a large amount of stock is gathered at few retailers. In this case they become monopolistic and demand many things like coolers refrigerators discounts margins etc. from the company. So it is very necessary to reduce dependence on large retailers by opening new outlets. Increase market visibility: - Selling at more outlets give more market visibility of the product which gives higher product recognition and brand value to the products.

ADVANTAGE OF HORIZONTAL EXPANSION OVER VERTICAL EXPANSION: Both expansion techniques are meant for increasing sales volumes. But in horizontal expansion company can earn more profits by spending less. Lets see the profit story of horizontal expansion. IMPACT OF NEW OUTLETS ON BUSINESS
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Above tables clearly indicate the importance of opening new outlets. By doing vertical expansion only growth in profit was not very effective but because of opening just 200 new outlets
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sales increased to a large extent. Total profit margin and return on investment also increased.

DISTRIBUTION NETWORK OF COCA COLA INDIA CCI has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products Coca Cola India has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when it is needed by them. A typical distribution chain at CCI would be: Production----PlantWarehouse----DepotWarehouse--Distribution----Warehouse----Retail Stock----Retail Shelf---Consumer. The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm. DISTRIBUTION ROUTES
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The various routes formulated by Coca Cola India for distribution of products are as follows: KEY ACCOUNTS: The customers in this category collectively contribute a large chunk of the total sales of the Company. It basically consists of organizations that buy large quantities of product in one single transaction. The Company provides goods to these customers on credit, payments being made by them after a certain period of time i.e. either a month of half a month. Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc. FUTURE CONSUMPTION: This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, instead as and when required stocks are stacked up by them so as to avoid shortage or nonavailability of the product. Examples: Departmental stores, Super markets etc. IMMEDIATE CONSUMPTION: The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little into the next day i.e. the products are consumed at a fast pace. Examples: Small sized bars and restaurants, educational Institutions etc. GENERAL: Under this route, all the outlets that come in a particular area or an area along with its neighboring areas are catered to. The consumption period is not taken into consideration in this particular route. DISTRIBUTION SYSTEM
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Direct distribution: In direct distribution, the bottling unit or the bottler partner has direct control over the activities of sales, delivery, and merchandising and local account management at the store level. INDIRECT DISTRIBUTION: In indirect distribution, an organization which is not part of the Coca-Cola system has control on one or more of the distribution elements (Sales, delivery, merchandising and local account management). MERCHANDISING: Merchandising means communication with the consumer at the point of purchase to convey product benefit, value and Quality. Sales people and delivery personnel both have this responsibility. In certain locations special teams who go into business locations to specifically merchandise our products. DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: Distribution Department: It appoints distributors and establishes a distribution network, processes approved sale orders and prepares invoices, arranges logistics and ship products, coordinates with distributors for collections and monitors distribution stocks and their set-up. FINANCE DEPARTMENT: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm, records collections from distributors, periodically reconciles outstanding balances from distributors,
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obtains balance confirmation from distributors and follows up outstanding balances SHIPPING OR WAREHOUSING DEPARTMENT: It dispatches goods as per approved by order, ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out area and updates warehouse stock records in a timely manner. CHANNELS GROCERY Outlet primarily engaged in retailing of food & various household items. It includes Grocers (Outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati etc.) and General Stores (Outlet selling items of day to day requirements & stocking a variety of branded products) E&D types 1 Outlet selling items of eat which are being consumed primarily standing in the outlet or being taken away for Future Consumption. Does Not Have Place To Sit. It includes bakery / sweet shops/ QSR / juice centers / soft drink shops/ Tea shops etc. E & D type 2 Outlet selling items of eats which are being cooked/made within outlet possibility of consuming those products within the outlet. The Outlet should have A Place to Sit. It includes Sit down restaurants / Bars / Dhabas / Cafes etc. CONVENIENCE- includes outlets which are small stores, generally accessible locally. These are often located alongside
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busy roads. It includes Chemists / STD Booths / PAN Beedi shops, etc.

CLASS BRONZE- Those outlets, which sells <= 200 carets per year. SILVER- Those outlets, which sells 201 - 499 carets per year. GOLD- Those outlets, which sells 500-799 carets per year. DIAMOND- Those outlets, which sells more than 800 carets per year. ORGANISATIONAL STRUCTURE OF COCA COLA INDIA

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RESEARCH METHODOLOGY This research involved a study, which was descriptive in nature it basically aims at gathering data about how the coca-cola scheme playing in the mind of shopkeepers & consumer. The methodology used to analyze the project is mainly based on survey method and this survey was conducted through Questionnaires and it also include direct contact with grocery retailer, convenience store, eating and drinking and consumer. For survey sample size was taken from different location of Lucknow and it was covered with the help of market developer and key account manager of the Advance Sales & Service Private Limited. RESEARCH DESIGN: A research design is purely and simply the work or plan for a study that guides the collection and analysis of the data. I have chosen descriptive research design for study. SAMPLING: Sampling studies are becoming more and more popular in all types of mass study. The result of sampling has attained a sufficiently high standard accuracy SAMPLE DESIGN: Non random sampling SIZE OF SAMPLE: 150 SAMPLING UNIT: The retailer of Grocery shop, general store, betel shop, and medicine store was selected from different places of Lucknow.
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SOURCES OF DATA COLLECTION The data are collected from primary and secondary sources. PRIMARY SOURCES Gather information through Questionnaire. SECONDARY SOURCES www.Coca-Cola.com, www.wikipedia.com, www.coca-colaindia.com Activation booklet of the coca-cola. LIMITATIONS Although all efforts have been taken to make the results of survey as accurate as possible but the survey suffers from the following limitations: The time period of study was only for two month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. The area of survey was Lucknow district and it was concentrated on urban area only. The psychological condition varies from place to place because in many places outlet owner was not supportive. Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer. TRAINING ACTIVITIES

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DATA INTERPRETATION 1) What Type of Channel do you hold?

E&D GROCERY CONVINIENCE OTHERS
45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

30% 45% 20% 5%

Series1

INTERPRETATION:2) If there are no drinks in the outlet, Are you willing to sell soft drinks?
YES NO DONT KNOW 65 25 10

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70 60 50 40 30 20 10 0 YES NO DONT KNOW Series1

Interpretation: -

3)Is there any chilling equipment present?

OWN FREEZE OWN FREEZER PEPSI'S FRIDGE NO
80 70 60 50 40 30 20 10 0 OWN FREEZE OWN FREEZER PEPSI'S FRIDGE NO Series1

10 5 10 75

INTERPRETATION: -

4) The first and mostly preferred soft drink company?

COCA COLA 63 Page 30

COCA COLA: HORIZONTAL EXPANSION PEPSI PARLE OTHER

70 60 50 40 30 20 10 0 COCA COLA PEPSI PARLE OTHER Series1

35 2 0

INTERPRETATION: 5) Why did you give more preference to Coca Cola?

BRAND NAME BETTER MARKET SHARE BEST OFFERS ALL OF THE ABOVE
40 35 30 25 20 15 10 5 0 BRAND NAME BETTER MARKET SHARE BEST OFFERS ALL OF THE ABOVE Series1

15 35 10 40

INTERPRETATION: -

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6) If the preference is Coke Cola then which product you prefer more?
COCA COLA THUMPS UP MAAZA SPRITE FANTA LIMCA MINUTE MAID NIMBU FRESH MINUTE MAID PULPY ORANGE
40 35 30 25 20 15 10 5 0

10 40 15 20 5 4 2 4

Series1

INTERPRETATION: 7) Which pack attracts the retailers to open the outlet?

RGB PET BOTTLES TETRA PACKS CANS 50 40 2 8

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50 45 40 35 30 25 20 15 10 5 0 RGB PET BOTTLES TETRA PACKS CANS Series1

INTERPRETATION: 8) Which of the following promotions affect the opening and retaining of outlets?
SCHEME CASH REFUND PRICE BACK 40 35 25

40 35 30 25 20 15 10 5 0 SCHEME CASH REFUND PRICE BACK Series1

INTERPRETATION: 9) Which type of fridge you wish to have in your outlet?

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SINGLE DOOR NON VISICOOLER SINGLE DOOR VISICOOLER DOUBLE DOOR VISICOOLER

15 30 55

60 50 40 30 20 10 0 SINGLE DOOR NON VISICOOLER SINGLE DOOR VISICOOLER DOUBLE DOOR VISICOOLER Series1

INTERPRETATION: 10) Whats your response to the scheme of providing you a whirlpool fridge and three karets cold drinks in 8000/- in cash for opening a new outlet?
GOOD BAD NEUTRAL 55 40 5

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60 50 40 30 20 10 0 GOOD BAD NEUTRAL Series1

INTERPRETATION: 11) What else scheme should be provided for a new outlet to sell the Coca Colas cold drinks?
INSTALLMENT FREE OF COST CREDIT AS PER SALES 29 50 21

50 45 40 35 30 25 20 15 10 5 0 INSTALLMENT FREE OF COST CREDIT AS PER SALES

Series1

INTERPRETATION: 12) Do you think that the business of these soft drinks is seasonal?
YES 45 Page 35

COCA COLA: HORIZONTAL EXPANSION NO NEUTRAL 35 20

45 40 35 30 25 20 15 10 5 0 YES NO NEUTRAL Series1

INTERPRETATION: 13) According to you which of the following offer will benefit your business?
FREE BOTTLES LESS MRP ON PURCHASE GIFT VOUCHERS 45 50 5

50 45 40 35 30 25 20 15 10 5 0 FREE BOTTLES LESS MRP ON PURCHASE GIFT VOUCHERS

Series1

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14) Are you satisfied with the margins given by the company?
YES NO NEUTRAL 53 31 16

60 50 40 30 20 10 0 YES NO NEUTRAL Series1

INTERPRETATION: 15) Which service you think is very important for a retaining an outlet?
PRODUCT DELIVERY AT RIGHT TIME BEHAVIOUR OS SALESMAN VISIT FREQUENCY OF SALESMAN REGULAR SCHEMES ALL OF THE ABOVE 20 2 3 9 66

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70 60 50 40 30 20 10 0

Series1

INTERPRETATION: -

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PRODUCT PROFILE OF COCA COLA 1)COCA COLA: -Coca-Cola which is still

following the same traditional recipe used by John Styth Pemberton, since 1886.It is the most Recognized brand throughout the world, available in more than 200 countries. It is generally preferred by all sections of consumer. In India it comes in the packaging of 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre & 2 litre PET bottles. TAG LINE:- Coke Khule Toh Baat Chale.

2) THUMPS UP: -Thumsup is the leading

brand of cola among all its competitors. It is hard in comparison to coke. It is preferred by all section of consumers but especially to teenagers. It comes in the packaging of 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre & 2 litre PET bottles. TAG LINE:- Aaj Kuch Toofani Karte Hain

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3)SPRITE: -Sprite has achieved status of an

undisputed youth brand. Today Sprite is the most preferred and fastest growing soft drink in its segment. it comes in the packaging of 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre & 2 litre PET bottles. TAG LINE: - University Of Freshology

4) FANTA: -Fanta entered the Indian market

in the year 1993. It is orange flavor & preferred by Children & Women. it comes in the packaging of 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre & 2 litre PET bottles. TAG LINE: - More Fanta Less Serious

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5) LIMCA: - Limca is considered to

be lemony in taste, and comes under the category of cloudy lemon because of its color, which is similar to that of clouds. It comes in the packaging of 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre & 2 litre PET bottles.

TAG LINE: - Do Pal Taazgi.

6)MAAZA: - Maaza symbolizes the very

spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice. 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and 1litre+200 ml free PET bottles and 200 ml Tetra Pack.

TAG LINE: -MAAZA lao aam ki pyaas bujhao.

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7) MINUTE MAID PULPY ORANGE: - The product is aimed to further extend the leadership of CocaCola in India in the juice drink category. Minute Maid Pulpy Orange comes in 400 ml and 1 liter PET bottles. TAG LINE:- refreshingly orange, surprisingly orange

8) MINUTE MAID NIMBU FRESH:- Launched first in South of India

in January 2010, Minute Maid Nimbu Fresh started refreshing the whole of India by April 2010.Comes in 400ml PET. TAG LINE: - Khatti Meethi Yaadon Ka Ras.

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9) KINLEY: - Kinley mineral water

and soda completes the product portfolio of Coca Cola Company in India. Mineral water comes in the packaging of 1 liter and soda as 500 ml PET 300 ml returnable glass bottles, 500+100 ml free and 1.5 liter PET bottles. TAG LINE: - Boond Boond Me Vishwash.

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