Coca Cola MBA File[1]

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WORKING OF SALESMAN WITH

RETAILERS IN MUZAFFARNAGAR

Coca-ColaThanda

Coca-Cola

Submitted for:

U.P. TECHNICAL UNIVERSITY, LUCKNOW

In partial fulfillment of the requirement for the Degree of

Master of Business Administration (MBA)

Two Year Full Time Course

(2006-08)

Under the guidance of: - Submitted by: -

Mr. Vipin Nagar Pradeep Kumar

(Sales Executive) (M.B.A.)

Roll No. 0624970040

SHRI RAM COLLEGE OF MANAGEMENT STUDIES

NEAR ALMASPUR TELEPHONE EXCHANGE

MUZAFFARNAGAR- 251001, (U.P).


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DECLARTION

I, Pradeep Kumar, student of M.B.A Shri Ram College of Management

Studies, Muzaffarnagar (Affiliated to U.P. Technical University,

Lucknow) hereby declare that the project Report on WORKING OF

SALESMAN WITH RETAILERS IN MUZAFFARNAGAR is my

original work and has not been submitted by any other person to

Hindustan Coca-Cola Beverages Pvt. Ltd., Naziabad and U.P.

Technical University, Lucknow and Shri Ram College of Management

Studies, Muzaffarnagar for the award of any Degree or Diploma.

Further, I also declare that I have done my work sincerely and

accurately, even then mistake or error has crept in, I shall most humbly

request the readers to point out those errors or omissions and guide me

for the removal of those errors in future.

(Pradeep Kumar)


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ACKNOWLEDGEMENT

I am thankful to Mr. Vipin Nagar Sales Executive, Muzaffarnagar Area

whose guidance helped in fieldwork and accomplishment of this

Research Report, I am also indebted to the faculty member of my

institute especially our principal Mrs. Parul goyal & faculty member Mo.

Aarif for this inspiration & help to complete this project . Finally I am

fortunate to enjoy this raise opportunity to acknowledge the silent Co-

operation & affection able behaviour of my family members, colleagues

and well wishers ethic made possible the project Report completed.

(Pradeep Kumar)


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PREFACE

A management graduate without practical experience is not a complete

person. So the practical experience is very necessary for him. The real

market experience makes him to develop organizational, managerial,

personnel and environment learning skills.

As an integral part of the curriculum all the M.B.A. student are required

to undergo practical summer training in an industry. The main objective

of this training is to supplement the student theoretical knowledge with

exposure to practical operations of an organization or an industry.

In pursuance of the said required, I had my training in Coca-Cola (S.K.

Trading Co. Muzaffarnagar). This company has the largest whole of the

market.


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INDEX

1Introduction 01

2Company Profile 02

3Product Profile 12

4Theoretical Aspect of Method 16

5Scope of the Study 356Objective of the Study 36

7Limitation 37

8Research Methodology 38

9SWOT Analysis 42

10Analysis of Data 46

11Questionnaire 77

12Result 79

13Suggestion & Recommendation 81

14Bibliography 82


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INTRODUCTION


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INTRODUCTION

SOFT DRINK IN INDIA

When the soft Drink first saw light of the day in India, no one knows.

For decade it was a local low-Key industry, mainly confined to the sahib

7 the elite. The popular drink in the middle class homes was sweetened

lemon juice mixed with water knows as nimbu pani to day.

Coca-Cola came to India amidst many fan fares in the 1950 and it

became the national drink in a few years. Though other soft drinks brands

were available in more than one city, coke was the first nationally

available brand of soft drink. But the national soft drink suffered a major

set back in 1977, when the anta party came to power & forced come to

leave the country.


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Soon after, the company, which promoted coke, developed its own cola,

Campa-cola and used a similar logo. But it failed to catch the fancy of the

consumers. Paste captured the market. It had the monopoly as the

national drink & over the year developed loyal consumers & an extensive

distribution, networks & infrastructure. Parle held the market till Pepsi

came into the scene in the late eighties.

CURRENT STATUS

According to estimates the current share of the various segments( approximate)

Cola - 57%

Orange - 18%

Lemon - 13%

Other - 12%


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COMPANY PROFIL

E

COMPANY PROFILE


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COCA-COLA

While much about world has changed since 1886, the pure and

simple magic of one thing stays the same Coca-Cola. Coca-Cola product

are served more than 773 million times everyday, quenching the thirst of

consumers in more than 195 countries and in every climate.

BIRTH OF A REFRESHING IDEA

John Styth Perberton, first introduce the refreshing taste of Coca-

Cola in Atlanta Georgia. It was May of 1886, when the pharmacist

concocted Carmel-colored syrup in a three legged brass kettle in his

backyard. He first distributed the new product by carrying Coca-Cola

in a jug down the street to jucobs pharmacy. For five cents consumers

could enjoy a glass of Coca-Cola at the soda fountain. Whether by

decision or accident, carbonated water was teamed with the new syrup,

producing a drink that was proclaimed Delicious & Refreshing.

Dr. Pembertons partner and bookkeeper, frank. M. Robinson

suggested the name and penned Coca-Cola In the unique flowing script

i.e. famous worldwide today. Mr. Robinson thought the two Cs world

look well in advertising. By 1886, Sales of Coca-Cola averaged ninedrinks per day. The first year Dr. Pemberton sold 25 gallons of syrup,

shipped in bright red wooden kegs. Red has been a distinctive.


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Color associated with the No. 1 soft drink brand ever since. For his efforts, Dr.

pemberton grossed $ 50 & spent$ 73.96 on advertising.

In 1891, Atlanta Enterprenur, Asa. G.Candler had aquired complete ownership

of the Coca-Cola business with in four years, his merchandising flair helped

expand consumption of coca-cola to every state & territory. In 1919, the Coca-

Cola Company was sold a group of investors for $25 million. Robert

W.Woodruff become president of the Coca-Cola Company in 1923, and his

more than six decades of leadership took the business to unrevealed heights of

commercial success, making coca-Cola and institution the world over.

COCA COLA FIRST BOTTLED

Coca-Cola began strictly as a nerve tonic but candy merchant Joseph A

Beiden hard of Mississippi was looking for a way to serve this refreshing

beverage at picnics. He responded to this demand and began offering

bottled Coca-Cola, using syrup shipped from Atlanta during an especially

busy summer in 1894.

In 1889, large scale bottled possible when as a chandler granted exclusive

bottling rights to Joseph B. Whitehead and Benjamin F, Thomas of chatt

annoga Tennessee The contract market, the beginning of the Coca-Cola,

Company unique independent, bottling system remains the foundation of

Comapy soft drink operations.

Back, the soda bottles were all very similar with Coca-Cola Being the Premium

product, other companies were often tempted to sll their product as Coca-Cola.

The answer was to create distinct


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bottle for Coca-Cola. As result a pale green bottle with the famous contour shape

was developed in 1915 by the Root Glass Company Terre-Haute, Indian.

THE BOTTLING SYSTEM

Today, Coca-Cola, product consumers around the world through a large

distribution network made-up of local bottling companies. These bottles

are located around the world and most are JVC Bottling Companies

package, market and distribute the product using thousands of delivery

trucks and millions of pieces of equipment at retail locations.

Quality control monitored constantly by the company is necessary to produce

high-quality soft drink on a global basis.

COCA-COLA INDIA

The Coca-Cola Company is the worlds largest beverage company and the most

admired corporation in the United State of America. Coca-Cola is recognized as

the worlds best-Known brand in the market in India.

Coca-Cola was there in India till 1977, when the Indian Government banned it

due to the strong resentment against Multinational Companies. Coca-Cola was

re-lauched again in India in Sep. 1993 at Hathras near Agar. The Indian

welcomed back the once most loved Cola drink in the country with great


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enthusiasm

And Vigor, Coca-Cola marked its relaunching by acquiring five parle Export ltd.

Brands- Thumsup, Gold Spot, Citra, Limca and Maaza.

Though the worlds largest distribution system, consumer in nearly 200

countries enjoy the companys products at a rate of more then 834 million

serving per day Coca Cola India has in the last three years, led an unparallel

expansion in the carbonated soft drink market pioneering. The company across

merchandising and packaging. The company has introduced global standard in

the industry and has strengthened its market leadership through competitive

pricing, aggressive presence presence and easy availability Coca-Cola India is

now poised for a major expansion drive, throughout India in the commercial

beverage category.


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GUDING PRINCIPLES OF THE COMPANY

1.We will conduct our selves and our business activities with the highest

standard of honesty, integrity and professionalism.

2.We will recognize the positive contributions that we make as individuals and

them members to product our business success.3.We will encourage a learning environment where people can constantly grow

develop and contribute.

4.We will strive for excellence and seek continuous improvement in every thing

we do.

5.We will respect all stockholders, including employees partners and suppliers

and install them with a passion to deliver the highest quality goods and

services.

6.We will foster initiative and creativity by empowering individuals to attain

well-defined objectives


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REASON FOR THE GROWTH OF SOFT

DRINK INDUSTRY

The basic idea behind rapid growth of the soft drink industry is due to the

following reasons:

1The great corporate war between Cock & Pepsi, who have left no stone

unturned for monopolizing the Indian soft drink market.

2The basic ideology of these two giants to promote soft drinks as a food item in

India household and break the seasonal barriers.

3The main reason behind the growth of the soft drink was to capture the heat

and mind of people and to make brand available for the consumers.

4Present soft drink boom in Indian was attributed of legacy of Coca-Cola and

therefore it holds a major share in the industry Coca-Cola is the number one,

of the most widely known, accepted and admired Trademark of the world.


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COMPANYS OBJECTIVES & GOAL

Now HCCB (P) Ltd. Unit NBD is a COBO operation, companys mission is that

is HCC and CCI as they common objectives are:

2Profitability

3Sales Growth

4Market Share Improvement

5Retaining customers Loyalty

5Making good relation with dealers6Best distribution system

7To continuously increase own share percentage in soft drinks.


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ADVERTISING

Advertisement plays an important role in the success of our product since our

first newspaper add. In 1886 that read, Coca-Cola Delicious! Refreshing

Exhilarating Invigorating. Advertisement is a key of implementing a strategy

over one hundred years old-to trigger desire as offer and in as many ways as

possible.

Through the years Coca-Cola slogans have been memorable ones: Flight lights

includes.

1923 The pause that Refreshes

1936 Its the Refresh thing to do

1942 Its the real thing

1944 Global High Sign


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1959 Be really Refreshed

1963 Thing go better with cock

1969 Its the real thing

1970 Id like to buy the world a cock

1976 Cock adds life

1982 Cock is it!

1986 Catch the Wave

1989 You Cans beat the feeling

1993 Always Coca-Cola

1996 Always The Real Thing

1997 Cricket, Sleep Cricket Drink Only Coca-Cola

1998 Take Away The Real Refresher

1999 Pyaar Mohabbat Coca-Cola

2000 Jo Chaho Ho Jay, Coca-Cola Enjoy!

2001 Life Ho To Aisi

2002 Thanda Matlab Coca-Cola

2003 Jio Thanda Pio Thanda

2004 Thande Ka Tadka

2005 Ghar Mein Thanda Hai Na

2006 Piyo Sar Utha Ke

2007 Sabka Thanda Ek


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PRODUCTPROFILE

PRODUCT PROFILE OF COCA-CALA BRANDS

CocaCola - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).

Fanta - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).

Thumps- Up - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).


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Maaza - 250 ml (R.G.), 600 ml (Pet).

Limca - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).

Maaza Tetra Pack - 200 ml

Sprite - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).

Kinley Soda - 300 ml, 600 ml (Pet).

Kinley Water - 500 ml, 1.0 lt., 2.0 lt. (Pet).

Diet Coke - 600 ml.

PRODUCTION PROCESS OF

COCA-COLA COMPANYS PRODUCT

The production process is highly mechanical and automatic. The raw

material required for soft unit drink is concentrate, sugar syrup and

bottle.


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STEP IN PRODUCTION PROCESS:

Includes 4-5 steps:

CLEANING OF BOTTLES :

It is a multi step process every precaution is taken to ensure sani taken and

hygiene of drink. In this bottles are put into water tank for sometimes than

wasted by water jet at low pressure but at increased pH to ensure hygiene of

bottles.

CONVERSION OF HARD WATER TO SOFT WATER :

It is one of thee typical physico-chemical processes in steps of soft drink

manufacturing. This is done to improve the taste of water good and to remove

bio-chemical impurities such as sulphates phosphates and harmful from water.

PREPARATION OF SUGAR SYRUP:

Sugar Syrup is made in special syrup room every precaution is taken to

ensure absolute concentration level of sugar syrup. Sugar syrup once


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made is best within 4 hours of productions.

CONCENTRATE:

Concentrate from Coca-Cola and Fanta supplied by Coca-Cola

Company, for Limca, Thums up is procured from other suppliers Here

concentrate is stored under preserve conditions.

FILINF OF BOTTLES:

On bottling, lime bottles are filled with soft water sugar syrup, Concentrate, and

then Co2 is passed in it in order to be colorizing Sugar syrup solution color and

to impact typical effervescence (Fizz) Characteristic to beverage.

CROWING OF FIELD BOTTLE:

Crowing of filled bottle is then done, crown procured from MANSAKI

Manufacturing Co. DAMAN & DIU.

STAMPING:

Is than done on USA imported machines fitted with laser printer

On this machine, batch no., date & time of manufacturing & retail price is printed

around neck of the bottle.


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STRONG & SHIPPING:

Now bottles are hand picked filled carates, stored and then ship to the

agency/deport from where demand comes.

Per day productions at HCCBNW (P) Ltd., Unit Najibabad

Per day productions of aerated (soft Drink) assembly line in 30800 carates (in 24

Hrs.)

Which comes out to 30800X24 = 739200 botles per day.


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THEORETICAL

ASPECT OF

MARKETING


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INTRODUCTION OF MARKET

As we know that India is a developed in country, in ancient time nobody

knew about the trade, economy & marketing. As their requirement began

to increase, they began to know the meaning of trade & business.

Firstly they exchange their goods to each other according to their requirements.

But their requirements were increasing day by day which could not be fulfilled

by exchange. So some people thought why they dont this exchange as a

business. They will sell it (to the requested people) in exchange of some

currency.

Like this trade or business has started.

Firstly the people were not in favour of business. So they opposed it.

But after knowing the utility of business they began to accept it happily.

After seeing the success of trade and business the traders began to think

about a fix place all the dealing of trading and business could be possible

or that place where the sellers could contact easily to the buyers and

could sell commodities easily and could earn profits.


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So this place where all dealing of trade or business were completed began to callmarket or we can say the market is place where the buyers and sellers gathered

to engage in exchange according to their requirements. The people began to

understand very well the meaning of market.

In other words we can say that marketing is thus the father of innovation and

product development promoter of entrepreneurial talents, development ofeconomy stimulator of consumption and higher standard of living and guardian

of price system.

DEFINITION OF MARKET

A Market may be defined a place where buyer and seller meet and function,

goal and services. Our offered for sale and transfer of ownership of little occur.

Market-People with needs and want+money to spend+willingness to spend it

markets and so on.

TYPE OF MARKET

Generally the markets are of two types


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1.PEREFC MARKET :

Under perfect competition there can be only one price for a

commodity at a given time

2.IMPREFECT MARKET:

It one rules for a commodity in the market is sail to be perfect but

when different force charge for one commodity at the same time it is said to me

an imperfect Market. Marketing is thus the father of innovation and product

development. Prompter of entrepreneurial talents developer of Economy,

Stimulator of consumption and higher of standard of living and guardian of

price system.

DEFINITION OF MARKETING

Many companies in the past concentrated on selling what they

produced. These companies offered rebates to premiums to the customer to

retailers when customer interests started changing.


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This approach is the roles approach, where the emphasis is mainly on

selling the product.

MAIN DEFINITION IS AS FOLLOWS

Marketing is a business process by which products are matched swith

markets and though which transfer of ownership are effected.

Marketing is a system of business action designed to plan, price

promote is distribute want satisfying good to services to market.


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MARKETING MIX

Integration of elements of marketing into a mix attaining objectives

of a firm is called Marketing Mix.

ELEMENTS OF MARLETING MIX:

Marketing Mix denotes a combination of various elements which in

their totality constitute a firms marketing system Mc. Carthy proposed a

four+element classification of these fools the four PS i.e.. Product, price, Place

& promotion

Now a days other factors (elements) also taken into consideration in


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marketing these includes politics, people (custom, culture, savings income etc.)

Variety MARKETING MIX Channels

Quality

Coverage

Design Product Place

Assessments

Features Location

Brand Name Inventory

Packaging Transport

Size Service

Warranties


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Returns

List Price Sales

Promotion

Discounts Advertising

Allowances Sales Force

Payment Period Public

Relations

Credits Terms Direct

Marketing

PRODUCT MIX

Product Mix is the assortments of goods or services that particular for

sale to buyers.

Product Mix involves planning, developing and producing the right

type of product or services to be marketed by the firm, product strategy includes

decision about quality, size product line breadth, width, branding product life

cycle and new product development etc.


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PRICE MIX:

It refers to the amount of money that customers pay for the product or

services and in return producer give that product at some conditions i.e.

discount offers or other after sales services

PLACE MIX:

Refers to combination of all activities the company under take of

make product accessible and available to target customers Place or physical

distribution mix consists of two things:-

a)Physical distribution

b) Channels of distribution

PHYSICAL DISTRIBUTION :

Includes all those activities involved in moving product and services from

producer

to the ultimate consumer

CHANNELS DISTRIBUTION:

Marketing Channels are sets of interdependent organization involved in

the process of making a product or services available for use or consumption

PROMOTION MIX:


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Includes all the activities the company undertakes to communicate and

promote its products to the target market.

PROMOTION TOOLS:

ADVERTISING:

Is any paid form of non-personal presentation and promotion of ideas,

goods or services by and identified sponsor

SALES PROMOTION

Consists of diverse collection of incentive tools, mostly short term,

designs to stimulate quicker and/or greater purchaser of particular products /

services by consumers from the trader sales promotion tools includes contests,

premiums etc.

PUBLIC RELATION & PUBLICITY :

Involves a variety of programs designed to promote and / or protect a

companys image or its individuals products.


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PERSONAL SELLING

It face to face interaction with one or more prospective purchaser for the

purpose of making presentations, answering questions and procuring orders.

DIRECT MARKETING:

Is an interactive marketing system that uses one or more advertisingmedia to affect a measurable response and / or transaction at any location by

direct mail, telemarketing electronic marketing & soon.

MARKETING MIX OF HINDUSTAN COCA-COLA

BOTTLING NORTH WEST PBT. LTD,

UNIT NAJIBABAD


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PRODUCT:

Company regularly does modification and product line extension in its product

line. Following are the by products under the Trademark of Coca-Cola India.

Brand Name SKUs ( stock keeling units)

1. CocaCola - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet),

330ml (Cane).

2. Fanta - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).

3. Thumps- Up - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).

4. Maaza - 250 ml (R.G.), 600 ml (Pet).

5. Limca - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml

(Cane).

6. Maaza Tetra Pack - 200 ml

7. Sprite - 200 ml, 300ml (R.G.), 600 ml, 2.0 lt. (Pet), 330ml (Cane).

8. Kinley Soda - 300 ml, 600 ml (Pet).

9. Kinley Water - 500 ml, 1.0 lt., 2.0 lt. (Pet).

10. Diet Coke - 600 ml.


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PACKAGING:-

COCA-COLA thrust on god and innovative packaging Suitable for India

house holds. Every precaution is taken that packaging will be suitable and

convenient for consumers. In addition Coca-Cola also taken into consideration of

target consumers and their choice in formulating packaging.

PRICING:-

Discount Rs. 10.75 per carate to agencies charge of market and go down. All

pricing are governed by Coca-Cola India.

Product of Coca- Cola Price of Muzaffarnagar

330ml 500/- Carate of 24 Bottles



2Lt. 410/- Carate of 09 Bottles

600 ml (Maaza) 552/- Carate of 24 Bottles

1200 ml (Maaza) 492/- Carate of 12 Bottles


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DISTRIBUTION NETWORK

A distribution network is a key external resource. Normally it takes years to

build and its not easily changed.

Today, the company product reaches consumer and customer through a

large distribution network. Hindustan Coca-Cola has maintained an effective

and regular distribution network.


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DISTRIBUTION MIX OF HCCBNWPL, NAJBAHAD

Maximum area of north western UP. Is Served HCCBNW (P) Ltd. Unit

Najibabad.

COVERAGE AREA OF HCCBNW (P) Ltd. NBD

a)BIJNOR

b)BULLAND SHAHAR

c)DEHRADOON

d)GHAZIABAD

e)HARIDWAR

f)MEERUT

g)MUZAFFARNAGAR

h)PAURIGARHWAL

i)SAHARANPUR

j)TEHTI GARHWAL

k)UTTAP KASHI


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l)GAUTAM BUDH NAGAR

Hindustan Coca-Cola bottling North West (P) Ltd. Unit Najibabad has

maintained an effective and regular. Distribution Network Company has two

type of distribution system.

DEPOT SYSTEM:

In this system the company dispatches the lot of its product to

Depot (At Present there are 5 depots in western U.P. Region. There are at

Dehradoon, Meerut, Ghaziabad, Noida, and Saharanpur) Staff which are

companys personal, then responsible for maintaining the constant & regular

supply of soft drink in the area falling this Territory.

Dealar

Consumer

Comaany Depot

Fat Agents

( A mixture of 1 & 2 level channel of distribution)

AGENCY SYSTEM:


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Under this system company appoint a agent or distribution for a area who

then look after the demand & supply factor of its territory. The distribution then

supply to the dealers though their own vehicle company sales team ( Sales

executive & Sales officer monitor the activities of distribution & also make

available the communication between dealers & company

Company Agent Dealer Consumer

( A2 Level Channel of distribution)

DISTRIBUTION CHANNEL OF HINDUSTHAN COCA-

COLA

The distribution channel of product of any organization accounts a lot for

its success. Hindustan Coca-Cola has maintained an effective and regular

distribution network. The company uses two types of channels.

DIRECT CHANNEL:

In This channel, the company dispatches the lot of its product of depot

staff is than responsible for maintaining the constant and regular supply of soft

in the area in its territory.



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INDIRECT CHANNEL:

In this indirect Channel the company gives the franchise or agencies. The

agency than supply to the dealer and retailers.


As per my research in MZN Area. Then four DISTRIBUTERS

1)KUMAR DRINKS

2)S.K. TRADING COMPANY

3)TRIUPATI AGENCY

4)BAWA TRADERS

I had completely my training at KUMAR DRINKS

Number of fat agent in Kumar Drink- 07

Route of Kumar Drink 05 Approx


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No of Shop- 280 Approx

PROMOTION MIX OF HINDUSTAN COCA-COLA

The Hindustan Coca-Cola also plays a major and dominating role in

advertising. In fact, parental company governs the company advertising. The

Company invested 3-50 crore rupees on advertising.


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The media of advertisement utilized by the company are as follow?

1Radio

2Television

3Hoarding

4Glow sings

5Stickers

6Screen Lights

7Banners8News Papers

9Magazines

10Posters

11Exhibition

12Sponsoring Events

SALES PROMOTION TECHNIQUES OF THE

COMPANY ARE AS FOLLOW

2Good advertising

3Effective Incentive Policy

4Use good quality of raw material


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5Attractive Packaging

6Allotting S.G.A.S. (Refrigerator, Chest cooler, Table, Umbrella, Chair etc.) to

retailers.

7Decorating Retailers shop by display board, dealers board etc.


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SCOPE OF THE

STUDY

SCOPE OF STUDY

The research entitled A MARKET SURVEY TO KNOW THE

WORKING OF SALESMAN WITH RETAIL IN MUZAFFARNAGAR


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has been conducted in Muzaffarnagar & side by side we have also tried

to find out the objective.


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OBJECTIVE OF

THE STUDY

OBJECTIVE OF STUDY


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PRIMARY OBJECTIVE:

The Objective to study the project A MARKET SURVEY TO KNOW THE

WORKING OF SALESMAN WITH RETAIL IN MUZAFFARNAGAR

require.

SECONDARY OBJECTION:

The secondary objection of study is as:

3To find out the brand availability.

4To find out that reason on which the purchase of Coca-Cola depend.

5To find out the where the retailer want to register their complaints.

6SWOT Analysis


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LIMITATION


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LIMITATION

1.Since finding is based on the survey of Muzaffarnagar, clear picture of Coca-

Cola in India can be predicted.

2.Time period is very short for the research report.3.No. Of students/ youngster supersedes as interviewee than other group, it mat

affect results

4.Result on the basis of dealer survey may slightly differ from actual.


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RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY

We know that marketing basically consists of spotting the need

of customer & meeting them in the best possible manner.

Research plays a key role in the process starting with market

measurement. Research helps the firm in every component of the

total marketing task. It helps a firm in every component of the

total marketing task. It helps a firm acquire a better understanding

of the consumer, the competition and the environment. It also

aids the

NEED & SIGNIFICANT OF THE STUDY

The company controls more than half of the India soft drink market; it plans to

maintain its need. The merchandising policy etc. it includes the survey to

calculate the existing status of organization s brand visibility with respect to its

competitors. The main source of information for this study was the retail


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outlets, the consumers & the company s personnel. The data collected for this

project was primary data.

Making the census of the entire universe was not possible, hence,

sampling becomes inevitable. The sample was designed keeping in view the

sample unit the size of the sample.

DEVELOPING THE SAMLING DESIGN

The sample was designed keeping in view the following components-

CHOOSING THE SAMPLE UNIT

For this project, simple random sampling was chosen, where each

sample element has a known & equal probability of selections.

CHOOSING THE SAMPLE SIZE

The sample size was chosen keeping in mind the size to be good enough

to solve the purpose & should be in available tine. So for Muzaffarnagar

market, the sample size was chosen to be 200 retail outlets.

Approximately retail outlasts were observed for visibility of the product.


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FIELD WORK

The fieldwork was conducted in accordance with the research

methodology. Efforts have to be made to put respondents at ease &

sometimes to overcome hostility.

Retailers are the final meeting ground between a companys product &

the consumer. Managing the retailer enhance the consumer buying

experience. Product on the outlets shelf cartes or S.G.A. a helps the

consumer make his purchase with so many brands of competitors jostling

for attention on the limited space in retailers store, merchandising

ensures that our brands stand out. In short, effective visibility &

merchandising on retail outlet offers more value to our consumers than

our competitors. Thus even before companys product is used, the very

experience of buying it will gain an edge over competitors.


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RESEARCH DESIGN

After defining the research problem, the choice of research design

depends on the depth & extent of data required the cost & benefits of

research & the time available for completing it. Research design is the

actual blueprint of research project, in the project the method of research

used.

According to the visibility of the brands, like how many bottles & crates are

available in the outlet & how many crates are visible, whether S.G.A & the

bottles /cans inside it are visible. Also how many face on displays are there of

various brands . In this project research instruments used mainly are

observation method & interview method.


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DATA COLLECTION

Data is the foundation of all marketing research. Data collection is an

elaborate process in which the researcher makes a planned search for all

relevant data.

Sample Size = 200


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SWOT

ANALYSIS

SWOT OF COKE

Coca-Cola is the most widely known acceptable and admired trademark in

the world. Even though, I try to find out strength weakness opportunity and

threats for Coca-Cola.


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STRENGTHOF COCA-COLA

2.Coca-Cola is the most widely known accepted recognized and admired

trademark company in the world.

3.The Company aim is to earn profit through consumer satisfaction.

4.The world most effective and successive distribution system.

5.Effective and effective labor force.

5.Largest brand range by which sole volume is high

6.A largest quantity of sales generating assets. In the market which help in

retailer and increase the sale volume.

WEAKENESSES OF COCA-COLA

3.Extensive marketing and distribution network.


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4.Currency problem in key in transactional market.

5. The price of soft is very high by which most of the consumer cannot

purchase it.

6.Bottling system is very expensive. A large cast in curd in earring washing and

breaking the bottle.

6.India is not good soft drink market is seasonable.

7.The fluctuation in the policy of government create disturbance in the mind of

MNCs.

7.Different climates condition and paying capauts of consumer is different

region (our selling policy).

OPPORTUNITIES


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4.Rural area can become a good soft drink market so for soft drink could not

reach in rural area in whole shape, Coca-Cola Company can increase his sole

volume through good marketing in rural area.

5.Most of the Indian would like to eat fruit and other related things. The Coca-

Cola Company can increase his brand range of the other type other type of

fruit flavors.

6.In a country of 900 million people with a per capita consumption of soft drink

at only three, is very less. The consumption of soft drink an increase goodmarketing activity and decreases the price.


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THREATS

5.In India government has no stability. After election every government want to

impose his policy and regulation in the country. Most of the people

multinational company should be imposed Banne so this is Larget thrust for

Coca-Cola and other MNCS.

6.In India, pepsi is main competitor of Coca-Cola. So, Coca-Cola Company

should aware to the marketing strategy and policy of pepsi.

7.In India, many indirect competitors have tried to capture the soft drink market

like fruit, Jumpin etc. So these indirect competitors are threats for Coca-

Cola.

7.Many fruit flavor like dabour fruit juice and other have come in the market. it

is also threats for Coca-Cola


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ANALYSIS

OF DATA


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DATA ANALYSIS

The collected from the survey have studied and the finding are classifiedunder the following.

RETAILER ANALYSIS

Main problem of a manufactures can broadly divided into two parts.

6.Production

7.Distribution

Every manufacturer attempt to producing the goods and services of best

possible quality at minimum possible cost. This is only half success of a

manufacturer. The success is completed when he makes these goods and

services available at proper time and at right lace. It is not enough to produce

the goods and service of best quality at minimum cost. It I equally important

rather more important these goods and service must be paid available to the

consumer at proper time and at proper place.


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For the Coca-Cola product retailer plays key role because most of the consumer

have no brand loyalty. In India soft drink market is based on easy availability

The following picture emerged from retailer survey.

1. All the retailer is satisfy with the supply of (HCCBL) depot.

2. A slight increase in incentives & profits margin for retailer & dealer

can

boost up Coca-Cola sale.

3. Among Coca flavor, Thumps up in the number in sale of Muzaffarnagar

&

Then Coke & Pepsi.


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CONSUMER ANALYSIS

Consumer is the king of market at this time, a manufactures produced

only those goods which fore consumer the need and wants of customer. These

fore consumer play very important role. All the marketing activity of all

business and industrial enterprises of today go around the habit taste

preferences and attitude of consumers. All the effort is made to provide

maximum satisfaction to the consumer. The consumer survey highlighted the

following points:


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1) Consumers are satisfied with the taste of all flavors.

2) All the group of consumers strongly felt the decrease in price could

win lot many consumers for soft drink; means the price of soft drink is

high.

3) Most of the consumer says that advertisement should be decreases

there fore company should reduce his advertisement policy.

1. ARE YOU SATISFIED WITH YOUT SALESMAN

BEHAVIOR

YES 156 78%

NO 44 22%


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SAMPLE SIZE = 200

YES 78%

NO 22%


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78%

22%

Yes

No

In the survey we have found that 78% shopkeepers satisfied

with behavior of salesman and 22% shopkeepers non-

satisfied.

2. IS THE SUPPLY TO YOU REGULAR AND

PROPER?


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YES 148 74%

NO 52 26%

SAMPLE SIZE = 200

YES 74%


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NO 26%

74%

26%

Yes

No

In the survey we have found that 74% shopkeepers says that

that the Supply is regular and 26% Shopkeepers Says non-

regular


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3. HOW MANY TIMES IN A DAY DOES YOUR

SALESMAN VISITS YOUR OUTLET?

Once 44 22%

Twice 80 40%

More 60 30%

No Visit 16 8%

SAMPLE SIZE = 200


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Once 22%

Twice 40%

More 30%

No Visit 8%

22%

40%

30%

8%

OnceTwice

More

No Visit

After analysis we found sales man visit at the shop 22% once,

40% twice, 30% more and 8% no visit.


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4. DOES YOUR SALESMAN ASSURE YOU ALL

THE BRANDS AVAILABILITY

YES 170 85%

NO 30 15%

SAMPLE SIZE = 200


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Yes 85%

No 15%

85%

15%

Yes

No

85% Retailers Says that the sales man provide all brands while15% says no.


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6. HOW OFTEN COMPANY OFFICIAL SALES

EXECUTIVE VISIT YOU IN A MONTH?

Once 26 13%

Twice 76 38%

More 84 42%

No Visit 14 7%

SAMPLE SIZE = 200


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Once 13%

Twice 38%

More 42%

No Visit 7%


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13%

38%

42%

7%

Once

Twice

More

No Visit

After analysis we have found that Sales Executive visit at the

shops

13% once, 38% twice, 42% more and 7% no-visit

7. HOW OFTEN COMPANY OFFICIAL (S. E.

VISIT YOU IN A MONTH?


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Once 22 11%

Twice 12 6%

More 10 5%

No Visit 156 78%

SAMPLE SIZE = 200

Once 11%

Twice 6%

More 5%


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No Visit 78%

11%

6%

5%

78%

Once

Twice

More

No Visit

After analysis we have found that Distribution visit at the shops11% once, 6% twice, 5% more and 78% no-visit.

8. THE REASON ON WHICH YOUR PURCHASE

IS DEPENDENT UPON?


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Brand Image 148 74%

Relationshipwith sales

man

24 12%

Relationship

with S.E.

20 10%

Discount 156 78%

SAMPLE SIZE = 200

Brand image 74%

Relationship with sales man 12%


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Relationship with S.E. 10%

Discount 4%

74%

12%

10%4%

Brand image

Relationshipwith salesman

Relationshipwith S.E.

Discount

In the analysis we have found that 74% Retailers buy the Coke

for brand image, 12% for Relationship with salesman, 10%

Relationship with S.E. and 4% for Discount


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9. DOES YOUR SALESMAN ENSURE YOUR

VISICOOL PURITY?

YES 114 57%

NO 86 43%

SAMPLE SIZE = 200


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Yes 85%

No 15%

57%

43%Yes

No

57% Retailers says that the sales man ensure the visi-cool

purity while 43% says no.


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10. DOES YOUR SALESMAN ENSURE

YOUAVAILABILITY OF POSTERS &

STICKERS?

YES 138 69%

NO 62 31

SAMPLE SIZE = 200


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Yes 85%

No 15%

69%

31%

Yes

No


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69% Retailers says that the sales man provide posters and

stickers while 31% say no.

11. DO ANY COMPANYS REPRESENTATIVE

(SALESMAN) LISTEN TO YOUR PROBLEM?

YES 156 78%

NO 44 22%

SAMPLE SIZE = 200


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Yes 85%

No 15%

78%

22%

Yes

No

In the survey we have found that 78% Retailers says that the


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sales man or any companys representative listen their

problems while 22% says no.

TO WHOM DO YOU WANT TO REGISTER

YOUR COMPLAINTS?

Sales Man 32 16%

Sales Executive 92 46%

Distributors. 12 6%

Area SalesManager

64 32%


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SAMPLE SIZE = 200

Sales 16%

Sales Executive 46%

Distributors 6%

Area Sales Manager 32%


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16%

46%

6%

32%

Once

Twice

More

No Visit

After analysis we have found that 16% Retailers want to

register their complaints to Salesman, 46% to sales executive,

6% to distributor, 32% to area sales manager.

13. TYPE OF OUTLET ACCORDING TO

SALE?


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Low Level 42 21%

Medium Level 88 44%

High Level 70 35%

SAMPLE SIZE = 200

Yes 85%

No 15%


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21%

44%

35%

Low Level

Medium LevelHigh Level

In the survey we have found that sale of 21% shop are low

level, 44% medium level and 35 % high level.


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QUESTIONNAIR

E


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HINDUSTAN COCA-COLA BEVERAGES PVT.

LTD.

QUESTIONAIRE

1. Are you satisfied with your salesman behavior?

a. (Yes ) b. (No)

2. Is the supply to you regular and proper?

a. (Yes ) b. (No)

3. How many times in a day does your salesman visits your outlet?

a. Once b. Twice

c. More d. No visit

4. Does your salesman assure you all the brands availability?

a. (yes) b. (No)


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5. Does your salesman tell you about all the schemes?

a. Thums-up UTC Yes No

b. Limca UTC Yes No

c. Sprite UTC Yes No

6. How often company official (S.E.) visit you in a month?

a. Once b. Twice

c. More d. No visit

7. How often distributor visits your outlet?

a. Once b. Twice

c. More d. No visit

8. The reason on which your purchase is dependent upon?

a. Brand image b. Relationship with salesman

c. Relationship with S.E. d. Discount

9. Does your salesman ensure you availability of posters & stickers?

a. (yes) b. (No)

10 Does any company representative (salesman) listen to your

problem?

a. (yes) b. (No)


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11. To whom do you want to register your complaints?

a. Salesman b. Sales Execute

c. Distributor d. Area Sales Manager

12. Type of outlet according to sale?

a. Low Level b. Medium Level c. High Level


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RESULT

RESULT

1In the survey we have found that 78% shopkeepers satisfied with

behavior of salesman and 22% shopkeepers non-satisfied.


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2In the survey we have found that 74% shopkeepers says that the

supply is regular and 26% shopkeepers says non-regular.

3Analysis we have found that sales man visit at the shops 22% once,

40% twice, 30% more and 8% no-visit.

4After analysis we found that Sales Executive visit at the shops 13%

once, 42% twice, 30% more and 7% no-visit.

5After analysis we have found that Distributor visit at the shops 11%

once, 6% twice, 5% more and 78% no-visit

6In the analysis we have found that 74%Retailers buy the Coke for

brand image, 12% for Relationship with salesman, 10%


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Relationship with S.E. and 4% for Discount.

757% Retailers says that the sales man ensure the visi-Cool purity

while 43% says no.

869% Retailers says that the sales man provide posters and stickers

while 31% says no.

9In the survey we have found that 78% Retailers says that the sales

man or any companys representative listen their problems while

22% says no.

10After analysis we have found that 61% Retailers want to register

their complaints to salesman, 46% to sales executive, 6% to

distributor, 32% to area sales manager.

11In the survey we have found that sale of 21% shop are low level,

44% medium level and 35% high level.


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SUGGESTION AND

RECOMMENDATION


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SUGGESTION & RECOMMENDATION

1.Salesman must be known about all the schemes.

2.Distributor should take retailers on account by meeting them

individually.

3.Salesman should take every retailer from low level to high level at

same way

4.Dealer should, that much power, from which he / she can solve the

complaints / problems of retailers and customer.

5.Salesman should be co-operative in nature.

6.All brands in all package size should be made available to all outlets

this should be done by the survey conducted by the salesman.


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BIBLIOGRAPHY


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BOOK CONCERN

1. Magazine Business World

Business India

Business Today

India Today

2. Research methodology C.R. Khotharia

3. Marketing Management R.S.N. Pillai

P. Kotlar

4. Marketing Research D.D. Sharma

Paul Green

5. Industrial Marketing


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Coca Cola MBA File[1]

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