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Coca-cola Project report by B.C. Choudhary a pgdm student
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Transcript of 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.
2
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.
3
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.
4
5
6
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
7
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
8
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.
9
VARIABLES
Marketing variables
1. Display items
2. Visicoolers
Sales Promotion variables
1. Discount for retailers.
2. Scheme for retailers.
OBJECTIVE OF THE WORK STUDY
10
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:-
11
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.
12
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
13
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’.
14
Focus on availability of products in
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.
Focus on availability of products in
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)
15
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
16
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)
17
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
18
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
19
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.
20
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.
21
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
22
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
23
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 &
24
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.
25
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-
26
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
27
COLOJ-K
Cola Lemon Orange Juice Kinely
SALES PROMOTION STRATEGIES OF
28
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.
29
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
30
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.
31
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.
32
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.
33
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:
34
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
35
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
36
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
37
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
38
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
39
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.
40
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.
41
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
42
COCA-
COLA
Standards for different types of
outlets
CHENNAL:- GROCERY
OUTLET CATEGORY:- DIAMOND
Availability standards of products
43
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
44
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
Availability standards of products
45
200ml/TP Only for few locality income.
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 Necessary.
COOLER STANDERDS
Locality income
9 c/s visi low
7 c/s visi
9 c/s visi Medium/high
20 c/s visi
ACTIVITION STANDERDS
46
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
CHANNEL:- GROCERY OUTLET CATAGERY- SILVER
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
47
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
4 c/s visi low
7 c/s visi
7 c/s visi - Medium/high
ACTIVITION STANDERDS
Essential activation standards:-
Display Rack (at least 1)
48
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.
CHANNEL:-GROCERY OUTLET
CATEGORY-BRONZE
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]
49
250ml/200ml mz Maaza
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
ACTIVITION STANDERDS
1 Tier Rack
Price communication & visi cooler @ prime
position.
CHANNEL-E & D OUTLET CATEGORY-
DIAMOND
Availability standards of products
50
200ml/TP Maaza
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
ACTIVITION STANDERDS
Essential activation standards:-
51
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)
Price communication & visi cooler @ prime
position.
CHANNEL-E&D OUTLET CATEGORY-
GOLD
52
Availability standards of products
200ml/TP Maaza
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
7 c/s visi low
9 c/s visi
9 c/s visi Medium/high
20 c/s visi
ACTIVITION STANDERDS
53
Essential activation standards:-
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)
Price communication & visi cooler @ prime
position.
54
CHANNEL-E&D OUTLET CATEGORY-
SILVER
Availability standards of products
200ml/TP Maaza
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
4 c/s visi low
7 c/s visi
7 c/s visi - Medium/high
ACTIVITION STANDERDS
55
Essential activation standards:-
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)
Price communication & visi cooler @ prime
position.
56
CHANNEL E&D OUTLET CTEGORY-BRONZE
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
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
ACTIVITION STANDERDS
Table top Display.
DPS/Flange/Road standee.
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Price communication & visi cooler @ prime
position.
CHANNEL-CONVIENCE OUTLET CATEGORY-DIAMOND
Availability standards of products
200ml/TP Maaza
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:-
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).
Flange/Road Standee/Glow sign board(at least
1 of these 3)
Arial mobile hanger (with at least 4 mobile
hanger displayed at front of store).
Price communication & visi cooler @ prime
position.
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CHENNAL-CONVENIENCE OUTLET CATEGORY-GOLD
Availability standards of products
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
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(any2)]
Maaza,Kinely
COOLER STANDERDS
Locality income
7 c/s visi low
9 c/s visi
9 c/s visi Medium/high
20 c/s visi
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ACTIVITION STANDERDS
Essential activation standards:-
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).
Flange/Road Standee/Glow sign board(at least
1 of these 3)
Arial mobile hanger (with at least 4 mobile
hanger displayed at front of store).
Price communication & visi cooler @ prime
position.
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CHANNEL-CONVENINENCE OUTLET CATEGORY-SILVER
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any2)]
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any2]
330ml ------------------------------------------------
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
4 c/s visi low
7 c/s visi
7 c/s visi Medium/high
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ACTIVITION STANDERDS
Essential activation standards:-
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).
Flange/Road Standee/Glow sign board(at least
1 of these 3)
Arial mobile hanger (with at least 4 mobile
hanger displayed at front of store).
Outside crate display (min.3 crate with crate
wrap).
Price communication & visi cooler @ prime
position.
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CHANNEL-CONVENVENENCE OUTLET CATEGORY-BRONZE
Availability standards of products
200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]
250ml/200ml mz Maaza
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
(2 covers)
ACTIVITION STANDERDS
Table top Display.
DPS/Flange/Road standee.
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Price communication & visi cooler @ prime
position.
ACTIVATION
ELEMENTS
GROCERY:-
3 Tier Rack.
1 Tier Rack.
Aerial Mobile Hanger.
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.
Aerial Mobile Hanger.
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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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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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