Coca-cola Project report by B.C. Choudhary a pgdm student

INTRODUCTION

This project is made on the project title is “Marketing

Strategy of Coca-Cola for Rural Market of JAIPUR

Region an analysis & prognosis”.

The purpose of this project is to know about the Consumption

of soft drinks has increased tremendously in

India. Every age of group like it, now days it

become a household necessary item.

In field of marketing many kind of surveys are

conducted by Coca-Cola team time to time.

This is end & last feedback for any kind of

organization.

By the specific survey, which was conducted

by Coca-Cola organization want to know

about the right picture of market of rural

jaipur region? This work study provides

extensive information about the position of

company’s brand in rural jaipur.

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CHAPTER 2

OVERVIEW ABOUT COCA-COLA

Every person who drinks a coca-cola enjoy moment of refreshment and shares an experience that millions of others have savored. All of those individual experience combined have created a worldwide phenomenon – a truly global brand. The Coca-Cola company, nursing the global community with the world largest selling soft drinks since 1886, returned to India in 1993 after a grape of 16 years giving a new thumbs up to Indian soft drink market. In the same year ,the company took our ownership of the nations top soft drink market brands & bottling market. No wonder our brands assumed an iconic status in mind of consumers. Coca-Cola serves in india some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinely (packaged drinking water).

The biz.system of coca-cola in India directly employs apporxmatly 6,000 people, & indirectly creats employment for many more related industries throw our wash procurement , supply and distribution system. The vast Indian operations comprise 25 company owned bottling operations & 24 franchise –owned bottling operations . the apart a network of contract packers also mfg. a range of the product for company. On the distribution front ,10 tone trucks, open-bay three wheelers that can navigate the narrow alleyways of Indian cities, ensure that our product available in each corner of the country. The coca cola is reasponsible for the mfg. distrubtion & sales of product across the country.A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste the life \. It is with enjoyment.

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MISSION OF COCA-COLA

To refresh the world in mind, body & sprit. To make a difference in our product. To inspire moments of optimism through

our brand and action. To create a value in brands & difference

everywhere we engage. To do everything differs. Our product in each hand. Being a global leader in beverage.

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5

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VISION OF COCA-COLA

Profit : Maximize the return of shareholder.

People : Establish a great place to work where people are inspired to the

Best they can do.

Portfolio : Bringing to the world a portfolio of beverage brands that

Anticipate and safely people’s desire & need.

Partners : nurturing a winning network of partners & building a mutual

Loyalty.

Planet : Being a responsible global citizen that makes a difference.

VALUE OF COCA-COLA

RESEARCH METHODOLOGY

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TITLE OF THE STUDY: The title of the study is “Marketing

Strategy of Coca-Cola for Rural Market of JAIPUR

Region an analysis & prognosis”.

According to the title the research problem is “What are

marketing strategy & sales promotion techniques of

Coca-Cola for retailers in rural market”.

Type of Research-

Exploratory Because I am this research I am exploring the

strategies of company

OBJECT OF THE WORK

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Consumption of soft drinks has increased

tremendously in India. Every age of group

like it, now days it become a household

necessary item.

In field of marketing many kind of surveys are

conducted by Coca-Cola team time to time.

This is end & last feedback for any kind of

organization.

By the specific survey, which was conducted

by Coca-Cola organization want to know

about the right picture of market of rural

jaipur region? This work study provides

extensive information about the position of

company’s brand in rural jaipur.

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VARIABLES

Marketing variables

1. Display items

2. Visicoolers

Sales Promotion variables

1. Discount for retailers.

2. Scheme for retailers.

OBJECTIVE OF THE WORK STUDY

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To get the retailer’s wants in terms of

product selling.

To know effectiveness of the marketing

strategy & sales promotions in market.

Visicoolers survey in rural market of

jaipur region.

Ensuring the visibility of the product.

Ensuring the availability of products in

outlets.

Analyzing the effect of scheme.

Analyzing the effect of discounts.

Evaluating the competitor’s strength &

weakness in rural market.

Retailer’s expectation from company.

WORKING METHODOLOGY

ROUTE VISIT:-

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We visited the routs with the distributer’s vehicle where

the distributer supplies the products.

I observed the display norms for outlets in all route & each

type of outlet.

Every morning I went to one corresponding route &

observed all techniques of selling product to retailers by

Coca-Cola salesman & also try to know the mentality of the

consumers and retailers.

I visited flowing route with salesman.

1. J.K.COLD DRINKS CHOMU DISTRIBUTR

2. MADENLAL SATYANARAYAN RINGUS

3. KHATUSHYAMJI

4. SHRIMADHOPUR

5. SAMOD

6. RENWAL

7. PHULERA

8. NEEM KA THANA

9. HARMADA

10. AJEETGRADH

With this work I take interview in that I asked to retailers

about visicoolers & display items.

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I asked them about low sales, pesticides effect and other

thing.

1. Count the number of emty per outlet.

2. How much empty palace in a shop.

3. Find out new outlet which wants cooler.

4. Find out which outlets owner want to buy and sell Coca-

Cola products.

EDS SURVEY:-

In this survey we checked warm and cold stock of

coke & Pepsi.

We also checked amtey & annual sales of cold

drinks and water.

We tried to solve retailers problem and we checked

sales promotion scheme is they getting.

We also checked sign board, wall painting, rack,

stand rack, counter rack & poster.

In last I take consumer & retailers feedback.

Analysis

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RESEARCH FOR MARKETING

SRRATEGY

COCA-COLA MARKETING STRATEGY

Focus on availability of products in

market.

Focus on availability of products in outlets.

Coke products visible for consumers.

More focus in rural area.

Regular market vigilance by market

developer.

Distribution of product according locality.

Extra focus on monopoly outlets.

Aggressive rural area advertisement.

Social festival in rural areas.

Target core brands.

Satisfy market priorities.

Focus on villages’.

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market.

Coca-Cola works on dikega to bikega philosophy.

This is the main formula of the marketing straregy of

each company.

So availability of product in the market is clear.

For this reason market developer daily come in market

to check their product availability.


outlets.

There is big difference between the availability of

products in market & outlets. Coca-Cola want that their

product displayed in each outlet in market so it is

important that the product first available in market after

than it put on outlets.

Best example (Khatushyamji market)

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Focus on visibility of coke product in

outlet

The aim of Coca-Cola is that its product should be visible

for the customers so company gives to retailers racks so

many display items.

Now days the company is giving visicoolers to retailers

for visible their chilled product in market for more sales.

More focus in rural area.

“The rural market is a significant part of our sales

promotional discount scheme which is enabling us

retailer’s link with our product”.

Herminder Singh chabada (STL)

Coca-Cola

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According to company sources main focus now on rural

market.

In 2000 the Coca-Cola India spokes women Nantoo

Banerjee said that.

“The real market in India is the rural market. If u can

crack it, there is tremendous potential.”

CCI begin focus on rural areas after 2000 in order to

increase volumes.

This decision is giving a huge size & potential market to

company. It is clear that CCI would have shifted its focus

to rural market.

“THANDA” GOSE RURAL

In early 2002 CCI launched a new advertising

campaign for attract more rural consumers. The

aids with India leading bollywood star Amir Khan.

With movie of lagan.

The tag line of aid is (Thanda Matlab

Coca-Cola)

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Regular market vigilance by market

developer

To know the position of Coke’s product in the

market coca-cola appoint some executive those go

in market & check availability, visibility of product,

take care companies assets, check visicoolers and

talk to shopkeeper & take feedback about their

product.

Distribution of product according

locality.

Coca-cola company distributes their schemes according

to area. Area or place where soft drinks sold in a large

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manner, on those place company gives good schemes to

shopkeeper and retailer. Place like railway station bus

stand are consider in this category and place which

have low selling where company gives small schemes

to the shopkeeper.

Extra focus on monopoly outlets

Outlets which only sales coca-cola product and gives

good sale to company,

Are consider in this category company gives extra

schemes, discount and other gift to these shops and

tries to keep them happy and make long relationship.

Problem of these kind of outlets resolve as soon as

possible

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Aggressive advertisement

Coca-cola use the concept of aggressive advertises for

sales promotion. Company introduces different schemes

and advertises them with electronic and print media.

These advertisements build Brand image and establish

awareness.

Brand ambassador play an important role. Brand

ambassador encourage the today youth to trust their

instincts, influence them. Successful advertisement

campaigns like “taaza mango , maaza mango” and “

botal mein aam, maaza hain naam”.

Halp lot to make market image of maaza.

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Coca-cola advertising cam gains Jo Chaho Ho Jaye. &

Life Ho To Asi were very popular & had entered in

youth vocabulary.

In 2002 company launched the campaign “Thanda

Matlab Coca-Cola” which is sky rocketed the

brand to make.Coca-Cola lunched so many advertising

for rural market capture Amir Khan’s aid “Oye

soniyoThanda piyo

Social festivals in rural

areas.

Coca-Cola Company time to time introduced rural

social festival.

In 2007 company launched JALASA programmed in

so many rural areas like RINGUS, RENWAL, CHOMU,

PHULERA, for take attention of the consumers.

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Focus on villages’

Now coca-cola considers more on villages after semi

urban areas.

Company making now days strategies for villages

because they know India leave in Villages.

MARKET SAGMATION MODEL OF

COCA-COLA

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Markets can be segmented along 3 lines- Outlet

Volume, Locality Income, & Channel cluster.

SEGMANTION

Channel Locality Outlet

Cluster income Volume

Classification of Outlets on the basis of

volume

Outlet classification Ko Vpo SLAB(phy C/s

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Grocery

Eating & drinking

Convince

Low

Medium

High

DiamondGold SilverBronze

Diamond >800

Gold 500-799

Sliver 200-499

Bronze <200

Types of outlets

Grocery:-

Outlets which primarily engaged in retailing of food

and various household items. It include

neighborhood outlet stoking provisions, edible &

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general household items of daily usages E.G.,

commodities like flour, pulses, rice & branded

household items like toothpaste, mosquito oil, soap

etc.

E & D:-

Outlets selling items to eat which are being cooked

within outlet, made at the outlet & possibility

consume in outlet.

They may have place of sitting. It includes

QSR/Bakery/MITIE Store/Restaurants/Bars/juice/soft

drinks/ ice cream parlor/tea soaps etc.

Convenience:-

Includes outlets which are small stores or soap

generally accessible locally. These are often located

alongside busy roads.

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It includes Chemists soap/STD booths/Pan Bidi soaps

etc.

E & D includes flowing outlets.

Take away

On the go or consumption out of premise food &

drink purchase lead by convenience or impulse.

Fast food-

Self service with limited menu.

Pubs-

Outlets selling alcoholic beverages & snack items.

May be open till late at nights or 24 hrs.

Dhaba-

Situated on roadside & market places catering cost

effective Indian food.

Convenience includes:

Pan shop-

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Semi- temporary kiosk located near the road

side selling

Cigarettes, beverages and other

confectionary items.

Outlet at petrol pumps-

Convenience outlets selling top up items,

may be open till late at nights or 24 hrs.

Travel & convenience kiosks-

Permanent kiosks within the airports/

railways/ bus stand premises (inside or

outside) selling only beverages or a food &

beverage kiosks.

BRAND ORDER SYSTEM OF COCA-

COLA

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COLOJ-K

Cola Lemon Orange Juice Kinely

SALES PROMOTION STRATEGIES OF

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Thums UpCoke

LimcaSprite

Fanta

Maaza

Kinely

COCA-COLA

Introduction:-

Our world today is characterized by promotion.

Every day when we open the newspaper or saw view

on t.v channels we are bombarded with

advertisement.

Just look at the prized sponsored by several firms at

the end of well know television programmed like

Shaktimaan on Doordarshan, Airtel des ki aawasj

dus ka dum, Indian idol.

Channels it isn’t the prized on the television to

attract the costumers it may have discount coupons,

gifts & several similar incentives program

creatively. Designed by marketer that draws the

customer’s brain in the organization.

Sales promotion is one of the most loosely used

terms in marketing but in beverages companies it

use separate. Sales promotion consist short term

invectives to encourage purchase & sales or

services.

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http://www.coca-colaindia.com/media/Crowning-Glory.asp#%23

WHO USING SALES PROMOTION TOOLS

SALES PROMOTION tools are used by most organization

including manufactures, distributers, traders, non profit

instructions & retailers etc.

Today many customers packaged goods company’s sales

promotion accounts for 75% or more of all marketing

expenditure. Sales promotion 12% annually, compared with

advertizing increase of only 7.7%.

Sales promotion is basically in 3

Forms.

Consumer promotion:-Targeted final

buyers.

Trade promotion: - Targeted retailers &

wholesalers.

Sales force Promotion: - Targeted the

numbers of sales force

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WHY COCA-COLA USING

SALES PROMOTION

(Objective of sales promotion)

Sales promotion is main tool for increasing sales

so flowing causes for adopting sales promotion.

1. To stimulate the demand by popularizing

product

2. To face competition effectively.

3. To keep the memory of products in mind of

consumers.

4. To supplement the personal selling &

advertising.

5. To establish the large market segment.

6. To capture more market share from

competitor.

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7. To maintain the market.

8. To attract distributers towards our brands.

9. To attract more consumers by gave them free

gifts on products.

10. To include middle man wholesaler &

retailers to purchase goods in large quantity

by offer them more facilities on higher trade

more cash discount, bonus etc.

11. To arrest seasonal decline in sales.

12. To assist sales man in increasing sales,

achieving sales target & salesman’s activities

for problem sales.

13. To help of new products this introduced in

market recently.

14. To introduce such sales promotion

methods as to adopt aggressive selling and

their by increase sales.

15. To stimulate market research.

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METHODS OF SALES PROMOTION

Various typs of sales promotion methods are being

used in organization in Coca-Cola these following

methods are using in sales promotion technique.

1. Consumer sales promotion methods.

2. Traders, wholesalers, retailer’s sales promotion

methods.

3. Sales force promotion methods.

1. Consumer sales promotion methods:-

Consumer sales promotion methods are those

methods which are directed at consumers to induce

them to buy the company’s product the are some

consumer sales promotion devices.

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Free trails.

Samples

Premium

Bonus stamps

Cash refund offer

2.Trade sales promotion method:

Trade sales promotion is an incentive given to

middle man to buy

Goods in large quaint form the producer or

manufacturer.

The main sales promotion methods are such as:

Discount

Display and advertising allowance

Buy-back allowances

Store demonstration

Free goods

Free tours etc.

3.Sales promotion method:

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Sales promotion method is those methods which

intended to motivate the sales force to increase

sales. These methods support a sales man to

perform his job more effectively and sincerely.

Bonus to sales force

Sales force contests

Sales meeting convention and

conferences

Promotion strategies

A promotion strategy is an important element of market strategy. A

key ingredient in marketing campaigns consists of a diverse collection

of incentive tools, mostly short term, designed to stimulate quicker or

greater purchase of particular products or services by consumers or

trade.

Cooperate objective

Marketing objective Marketing Strategy Promotion

Production Advertising

Pricing Sales promotion

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Distribution Personal selling

Publicity

Customers

Sales

CHANNEL MANAGEMENT

Part of marketing

strategies

COCA-COLA

The partner type relationship with bottlers Franchise owned

bottling operation [FOBO], as well as Company owned bottling

operation [COBO] network of the channel management mostly

cover these type bottling.

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

gives it an edge.

Every number of its sales team is meticulously taught the

merchandising & display skills that can leverage the reach of the

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company’s bottling network to achieve high visibility of the

product.

[FOBOs] & [COBOs]

Coca-Cola India work under two type of bottling operation.

1. [FOBO], Franchise owned bottling operation.

2. [COBO] Company owned bottling operation.

COBO Company sells product own self.

Some of the COBOs of the company are at.

Mumbai

Banglore

Ahemdabad

Chennai

Calcutta.

U.P.unit

FOBOs

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The concrete is being on sold of products by

franchise system the mfg. & the franchiser

sell products in market.

Leaving COBOs the FOBOs are rest in cities of

India. Some of them are Delhi, Punjab, Bihar,

Nagpur, Goa. Bhuvenesher, Hyderabad etc.

DISTRUBTION SYSTEM OF PRODUCTS

IN MARKET

Distribution of products is main point of the marketing strategy

of the companies. How the product distribute in market as much

as possible.

Coca-Cola India distributes its product in market from its

warehouse in two types.

1. Direct route.

2. Indirect route.

DIRECT ROUTE

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Where company supply its products in market by company route

or its agent route by company owned delivery vans. In jaipur city

company have direct route.

INDIRECT ROUTE

Indirect routes are those in which Coca-Cola products are supplied to

its distributers appointed in different areas. Than distributers

distribute products in market by their own tempo or vehicle.

Total number of indirect routs in Jaipur rural region is more then 100

FLOW OF DISTRIBUTION SYSTEM

Market

Direct Route

Plant Warehouse

Indirect Route

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Distributer

Market

DISTRIBUTION @ RAJASTHAN

Total market of Rajasthan divided into 8 divisions

namely.

Jaipur, jodhpur, Udaipur, alwar, kota, siker,

shriganganeger, ajmer

MARKRT ALLOCATION Of Coca-cola

Coca-Cola has concentrate in 4 types of markets

Emerging market.

Like China & India, where there is low per capita

income but are a good potential for investment

because of their large size of population.

Leading Market.

Where it is lead the market in maintenance,

consolidation, & selling,

Critical mass market.

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Where Coca-Cola has maintained & defend its

position against competition.

Low Share Market.

Markets where Coca-Cola has low shares but where

presence is required.

TARGET CORE

The Coca-Cola Company has teirweekly targets,

Sales executive, marketing executive, market

developer, sales persons & other get targets.

After completing their targets the company give

them good intensive which attract them to work

with their full potential.

FOCUS ON FRANCHISING WITH

BUILDING A CORE OF COMPANY

OWNERS.

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Company now planning a franchising with

building a core for all routes so that supply of

products should be on the time and the company

demand “Availability of Product” can be meet.

MARKET EXECUTION

(Activation)

STANDARDS

OF

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COCA-

COLA

Standards for different types of

outlets

CHENNAL:- GROCERY

OUTLET CATEGORY:- DIAMOND

Availability standards of products

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mailto:[email protected]

200ml/TP -

250ml/200ml mz Maaza

300ml Thums Up+[coke,limca,sprite,fanta(any3)]

330ml Diet coke, Coca-cola (only for medium/high income

500/600ml Thums Up+[coke,limca,sprite,fanta(any3)] Maaza

1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]

Maaza,Kinely

COOLER STANDERDS

Locality income

20 c/s visi low

9 c/s visi

30 c/s visi Medium/high

20 c/s visi

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ACTIVITION STANDERDS

Essential activation standards:-

Display Rack (at least 1)

3 Tier Rack with Header(should pure

50%charged by coke products)

Self Display (other than rack, mini.8 facing of

any pet displayed & visible.

Price communication & visi cooler @ prime

position.

Optional activation standerds.

Counter Top.

Aerial Mobile Hanger.

Crate Display.

Road Standee/Flange/Signage.

EXECUTION STANDERDS

CHANNEL: - GROCERY OUTLET

CATEGORY: - GOLD


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200ml/TP Only for few locality income.






Maaza,Kinely Necessary.

COOLER STANDERDS

Locality income

9 c/s visi low

7 c/s visi


20 c/s visi


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position.


Counter Top.


Crate Display.

Road Standee/Flange/Signage

CHANNEL:- GROCERY OUTLET CATAGERY- SILVER


200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]


47





Maaza,Kinely

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi

7 c/s visi - Medium/high




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position.


Counter Top.


Crate Display.

Road Standee/Flange/Signage.

CHANNEL:-GROCERY OUTLET

CATEGORY-BRONZE



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300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low

PVC ICE BOX - Medium/high


1 Tier Rack


position.

CHANNEL-E & D OUTLET CATEGORY-

DIAMOND


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200ml/TP Maaza






Maaza,Kinely

COOLER STANDERDS

Locality income

20 c/s visi low

9 c/s visi


20 c/s visi



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Combo standee(mini3 nos.)/combo wall

hanging(mini 3 nos.)/menu board with combo

communication (at least 1 of 3 option).

Branded table mats/Branded menu card/table

top vinlys(at least 1 of 3 option) at least 5 nos.

or all tables if less than 5 tables.

Flange/Road Standee/Glow sign board(at least

1 of these 3)


position.

CHANNEL-E&D OUTLET CATEGORY-

GOLD

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200ml/TP Maaza






Maaza,Kinely

COOLER STANDERDS

Locality income

7 c/s visi low

9 c/s visi


20 c/s visi


53









1 of these 3)


position.

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CHANNEL-E&D OUTLET CATEGORY-

SILVER


200ml/TP Maaza






Maaza,Kinely

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi

7 c/s visi - Medium/high


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1 of these 3)


position.

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CHANNEL E&D OUTLET CTEGORY-BRONZE




300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low



Table top Display.

DPS/Flange/Road standee.

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position.

CHANNEL-CONVIENCE OUTLET CATEGORY-DIAMOND


200ml/TP Maaza






Maaza,Kinely

COOLER STANDERDS

Locality income

20 c/s visi low

9 c/s visi


20 c/s visi

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Table top display unit/Hanging rack (at least 1 ,

should be pure& atleast 50% charged).

DPS/Flex board/glow sign board /road

standee/flange (at least 1 of the above).


1 of these 3)

Arial mobile hanger (with at least 4 mobile

hanger displayed at front of store).


position.

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CHENNAL-CONVENIENCE OUTLET CATEGORY-GOLD


200ml/TP Maaza

250ml/200ml mz Thums Up+[coke,limca,sprite,fanta(any3)]MZA

300ml Thums Up+[coke,limca,sprite,fanta(any3)]M/H .IN




Maaza,Kinely

COOLER STANDERDS

Locality income

7 c/s visi low

9 c/s visi


20 c/s visi

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1 of these 3)




position.

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CHANNEL-CONVENINENCE OUTLET CATEGORY-SILVER




300ml Thums Up+[coke,limca,sprite,fanta(any2]

330ml ------------------------------------------------



Maaza,Kinely

COOLER STANDERDS

Locality income

4 c/s visi low

7 c/s visi


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1 of these 3)



Outside crate display (min.3 crate with crate

wrap).


position.

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CHANNEL-CONVENVENENCE OUTLET CATEGORY-BRONZE




300ml -

330ml -

500/600ml -

1.Ltr/1.2/1.5/2Ltr -

Maaza,Kinely

COOLER STANDERDS

Locality income

2 c/s visi - Low


(2 covers)


Table top Display.

DPS/Flange/Road standee.

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position.

ACTIVATION

ELEMENTS

GROCERY:-

3 Tier Rack.

1 Tier Rack.


Table Top Display.

Self Display.

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EATING & DRINKING:-

Tripod stand.

Lit Combo.

Non-Lit Combo.

Salt & Pepper Tent Card.

Regular Tent Card.

Menu Boards.

Changeable Insert Boards.

3 Cups Strategy Unit.

Changeable Standee.

Changeable Hanging Insert brd.

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Counter Utility Display

CONVENIENCE

1 Tier Rack

Table Top Rack.


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ESSENTAIL ELEMENTS FOR ALL

CHANNELS

Price Strips.

Shelf Strips.

Price Cards.

Cooler Door Tray.

Dealer Board / DPS.

Bottle Neck Header.

Crate Wrap.

Non-Lit Flange.

Standee.

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LIVE

PROJECT

WORK @

KHATUSHYAMJI

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In two months summer training work we receive an

exclusive project work. The work done at

Khatushyamji Market.

Project work:- Set up cooler in KHATUSHYAMJI Market.

Team Coordinator:- Kayen Sharma (Sales manager south zone @

Rajasthan

Team Leader:- Hervinder singh chabada (STL) JAIPUR up

countery

Team Member’s:- Umesh uppadhiya(SGA EX), Manave

Srivastav(ME), Efti Mohemad (Sales Executive) Siker Churu.

Raju singh (Market Developer), Mr. Brij Pall Singh (Market

Developer) Bhag Chand Jat Summer Trainee.

The distributer of Ringus & khatuShyamji Also gave their

precious time to complete the project.

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Process of project work

The following steps adopt for complete work the work.

Identify OUTLET which sale coke product.

The shopkeeper’s demand & agreed FOR MONOPOLY(SALE

EXL COKE PROD)

Prime location(Out side or at the enterence) outlets which

attract more foot fall (costumers) towards the store.

Ready for all agreement those have Coca-Cola.

OUTLETS WHERE SET COOLER

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72

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We install total 36 coolers in outlets.

Mostly coolers put Outside the Soap to attract more consumers.

COOLER INSTALATION process

Company set the coolers in a systematic way the way is following.

1. To know where the cooler is sitting inside the outlet or outside the

outlet.

2. If outside than the night cover is set at the palace where the cooler

will set.

3. After establishment of the guarder than cooler set in guarder.

4. When cooler has been set in guarder than the price communication

on cooler tray & set the trays properly in coolers.

5. When the cooler is properly installed @ outlet after it charged by

coke products as follow the brand order.

6. We also set the menu boards with combo on E & D outlets.

7. On small convienence outlets we put their also hanging rack.

8. Set up warm display on outlets.

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BENEFITES OF INSTALL A COOLER OUTSIDE THE OUTLET

Larger income. More consumers will buy beverages from soap.

Increase in selling space.

Outside cooler arouses more consumers’ interest and increase sales

through good beverage exposure.

Outside outlet, it enlarges the amount of consumers visiting outlets.

Easier access to chilled product triggers the consumers purchase

impulse.

Effective use of soap space. Saving store/warehouse area.

Attractive and convenient form of beverage presentation.

Complimentary installation and services.

Pita –population+inciedence+transation+av .profit

BENEFITES SETTING A COOLER INSIDE THE OUTLET.

Larger income. More consumers will buy beverages from soap.

Easier access to chilled product triggers the consumers purchase

impulse.

Chilled beverages taste better & hold greater value for consumers.

Effective use of soap space. Saving store/warehouse area.

Complimentary installation and services.

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BENEFITES OF INSTALLING A VISI COOLER

Attractive presentation of products.

Consumer’s connivances easier access to the product.

Increase in sales and income. When consumer see the product he

willing to buy it.

It fills the consumers want & willingness.

The salespersons easily know that what is in our cooler.

BENEFITS OF SETTING UP MENU BOARDS WITH COMBO

Transaction value increases (meal+beverages) and as a result, raises

trade turnover and income.

Attractive offer for the consumers.

Combo visualization shortens consumer’s decision making time.

Chosen meals purchase suggestion makes dish preparation and sales

planning easier.

Seeing “saving” communication consumers perceive combo as

promotion and buy them more willingly.

Combo price is prominently visible to the consumer.

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BENEFITES OF SETTIN UP HANGING RACK

Easier access to product for consumers.

Easier product merchandising.

Product in order and visible.

Selling space enlargement using small outlet space.

Placed on consumers route will trigger impulse so that a lot of

consumers will buy beverages in soaps thus increasing transaction

value.

BENEFITES OF SETTING UP WARM DISPLAY

Attractive presentation of products in coolers.

Consumer’s connivances easier access to the product.

Increase in sales and income. When consumer see the product he

willing to buy it.

Time: less time spent by the soap staff in filling up product.

It fills the consumers want & willingness.

Seeing “saving” communication consumers perceive display as

promotion and buy them more willingly.

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LIVE EXPRIENENCE

In last I can say that the project

successfully done by us. I

gratitude to all staff of coca-cola

those include me in this kind of

live project.It is a live & imagines

experience for me. I always

remain it in my life. After

successfully completed the

project kayan sir told to me that

till today’s you learn only book

knowledge. In project you learn

the practical knowledge. This

practical is a beneficial for you

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so remember that whatever you

learn from here mention on a

paper & always remain. it is

useful for you in future.

Bhag Chand Jat

FINDINGS

Price factor (price has increased in compression of

2006-07)

Competition with local drink like- Fruit juice,lemon

water, sharbat & lassi.tea

Competition with local drink brands like- Jayanti,Lijjet,

Premji in small areas.

C/s problems.

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Irregular supply in small villages.

Find purity Coca-Cola visicoolers.

I find so many OYC, VISI, D-FREEZE & other company

freeze in different areas in differ region.

Found so many outlets they want visi coolers from Coca-

Cola.

Also found dead & useless coolers.

Some retailers complain about the service & repair of

coolers.

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CONCLUSION

I had a project on marketing & sales promotion techniques of

Coca-Cola for retailers in rural area of jaipur region. The

research project work conduct in different areas of rural

JAIPUR region. Like: - CHOMU, RINGUS, SAMOD,

KHATUSHYAMJI, PHULERA. HARMADA, SHRIMADHOPUR,

NEEMKATHANA, AJEETGRADH & more. In last I conclude the

work study that………………..

The marketing strategy of Coca-Cola is better than its

main competitor.

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The sales promotion techniques like- Discount to

monopoly retailers & schemes on products is better

than the competitors.

The market share of coke products is higher than the

other products.

Thums-Up is the leading brand of coca-cola in different

regions.

Sale of product is based on display because we saw this

on KHATUSHYAMJI market.

Company investing more focus now in rural areas. on

his retailers,

Advertising campaign of Coca-Cola now can see easily

on villages like sign board, hoardings on highways,

banners @ outlets.

I found the proper display of products in racks & in

coolers.

Sales of products are increase rapidly @ khatushyamji

market where I do work study mostly.

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LIMITATIONS OF THE RESEARCH WORK

Considering the fact that nothing is prefect in the

world. Every individual bound to make mistake at

some points. It’s genuine.

The study was restricted to Jaipur Rural region only,

so it was difficult to generalize the interpretations

would be make out of the findings.

Limited knowledge of the researcher in the field of

research may lead to interpretation errors.

The result has not been tested.

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The respondents may be based or influence by other

factor.

Information collection took 60 days.

A busy schedule of dealers/ retailers also makes the

collation of information a very difficult one.

The projection is purely based on verbal meetings

and may be influenced by unprecedented factors.

Non-co-operative behavior of respondent was a big

problem in this survey.

White studying the report the above fact should be

taken into consideration.

The minor concept & techniques at the marketing

management are used significant in the project

concern.

The research was based on primary collection of

data through voice interview so there may be

chances of human error and biasness.

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The research was dependant on the information

provided by the respondents (retailers). It may

insufficient.

As associated with every project, time and money

were the major limitations with project.

RECOMMENDATION

(SUGGESTION)

The company should measure Retailers satisfaction

regularly.

Company can increase the sales when it considering

more on retailers, their suggestions or complaints

about service or product so that necessary action

can be taken.

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Review meeting should be often held so that the

working pattern of the executives can be checked

and improved if needed.

Company representatives should visit retailers and

should make a long-term relationship with retailer

so that they can push the product.

Since customers are value maximizes and their

expectation to this brand is high, as the brand

image shows their quality is supervene so the

company should also take feed back at time to time.

By this they can make their brand loyal.

Distributers should be convinced to pass the

incentives to the retailers so that they are

motivated to promote this brand.

Increase the number of dealers and retailers as this

will help in making high sales volume.

Cash discount should be competitive and luring.

Try to continue the good image of the outlets by

keeping more and more good quality in services. By

this the monopoly will continue with Coke products.

Company should attains on small outlets so there

sales can increase.

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For marketing strategy of company should divers it

business in related this sector Like-Ice creams,

butter &chocolates because of company have

visicoolers in mostly outlets.

Now company should launch new taste of soft drinks

like recently launched Minute Maid & also launched

new product in another flavor.

Company should search new area for increasing in

sales.

In winter Season Company gives more discount &

schemes to retailers so they sell more our product.

Company must make new strategy to fight local cold

drinks brands.

Company should give new dealership on small

towns.

Try to decrease the price of commodity in

competition of Pepsi.

Company should try to maintain manpower.

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SIGNIFICANCE OF STUDY

To the Researcher:

It gave a chance to use the conceptual knowledge

in actual environment and prepares the

researcher to use the knowledge for better in his

future endeavors.

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It helped in the assessing the factors, which

influenced the retailers purchasing and selling

products to the consumer from Coca-Cola.

The study is essential for the researcher in partial

fulfillment of PGDM curriculum. The study gave

the researcher the experiences to conduct survey.

To the Company:

Cold drinks companies are facing a great

competition nowadays. Consumers are very much aware

and curious about safely products, services, brands and

other upcoming products. This study provides an insight

to the company that what kind of strategies must be

adopted in order to sell more products to consumers and

also satisfying them.

To the Others:

The study gave an insight into various aspects of

the Beverage companies, discussed in this study. One

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can easily come to know about what is happening in

Beverage companies in the current environment. How

they make attraction of Retailers & consumer mind.

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Coca-cola Project report by B.C. Choudhary a pgdm student

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