Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
-
Upload
vishnu-shenoy -
Category
Documents
-
view
216 -
download
0
Transcript of Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
1/32
A Report
On
The study of Opportunities of 300 ml cans in Eat and Dine 2 Market in Ernakulam
For
The Hindustan Coca cola Private Ltd
Submitted To
Amity University
In partial fulfillment of the Master of Business Administration Under the guidance of
Ashish pillai
By
Vishnu B Shenoy
Reg No:A3110191101025
Batch : 2011-2013
AMITYGLOBALBUSINESSSCHOOL
RAJAJI ROADKOCHI-35
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
2/32
AMITY GLOBAL BUSINESS SCHOOL
KOCHI
CERTIFICATE
This is to certify that the project entitled Opportunities of 300ml can in Eat and dine 2 Markethas
been successfully carried out by Ms Vishnu B Shenoy in partial fulfillment of Master of Business
Administration under my guidance during academic year 2011-2013
DATE: Mr. Ashish pillai
(Internal Guide)
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
3/32
AMITY GLOBAL BUSINESS SCHOOL
KOCHI
CERTIFICATE
This is to certify that the project entitled Opportunities of 300ml cans in Eat and Dine 2 Market
has been successfully carried out by Vishnu B Shenoy in partial fulfillment of Master of Business
Administration under my guidance during academic year 2011-2013
DATE: MrBijuVithayathil
(Dean)
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
4/32
ACKNOWLEDGEMENT
I wish to sincerely thank HINDUSTAN COCA COLA PRIVATE LTDfor giving me this
opportunity to do my summer internship project with them. I would to like to thank Prof
BijuVithayathil, Dean, Amity Global Business School Cochin for his valuable instructions
regarding the project.
I would like to acknowledge the role of my project guide in the industry, MR
SUBHASH, Marketing Manager, panampilly nagar, kochi for his valuable assistance and
support. I would like to acknowledge the help of my project guide in the college, Prof. Ashish
pillai who inspired and guided me throughout the project. I would also like to thank whole staff
of HINDUSTAN COCA COLA, Panampilly nagar, kochi for helping me whenever I needed
their help. I like to thank my family and friends for constant support and encouragement.
Above all, I like to thank the Almighty whose grace ultimately helped me in this
endeavor of mine.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
5/32
ABSTRACT
The Coca-Cola Company is an American multinational beverage corporation and manufacturer,
retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best
known for its flagship product Coca-Cola, invented in 1886. Besides its namesake Coca-Cola
beverage, Coca-Cola currently offers more than 500 brands in over 200 countries. The company
only produces syrup concentrate which is sold to various bottlers throughout the world; in India
these rights are held with Hindustan Coco-Cola Beverages Private Limited.
This Report Details the opportunities for 300 ml CANS in Eat and Dine 2 Market undertaken by
Hindustan Coca-Cola Beverages Pvt. Ltd in Ernakulam.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
6/32
TABLE OF CONTENTS
SERIAL No. TOPIC PAGE No.
1. INTRODUCTION
1.1. Company Profile
1.2. Current Marketing Strategies
2.Direct Store Distribution (DSD) model
2.1. Benefits and Limitations
3.RESEARCH METHODOLGY
4. DATA ANALYSIS
5. FINDINGS AND RECOMMENDATIONS
6. CONCLUSION
7. BIBLIOGRAPHY
ANNEXURES
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
7/32
INTRODUCTION
Company Profile:
The Coca-Cola Company entered India through its wholly owned subsidiary, Coca-Cola India
Private Limited and launched Coca-Cola in 1993 after the opening up of the Indian economy to
foreign investments in 1991. Since then its operations have grown rapidly through a model that
supports bottling operations, both company owned as well as locally owned and includes over
7,000 Indian distributors and more than 1.3 million retailers. Today, our brands are the leading
brands in most beverage segments. The Coca-Cola Companys brands in India include Coca-
Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky
Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea, the Georgia
Gold range of teas and coffees and Vitingo.
In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola
Company namely Coca-Cola India Pvt. Ltd which manufactures and sells concentrate and
beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,
Hindustan Coca-Cola Beverages Pvt. Ltd; thirteen authorized bottling partners of The Coca-Cola
Company, who are authorized to prepare, package, sell and distribute beverages under certain
specified trademarks of The Coca-Cola Company; and an extensive distribution system
comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells
concentrate and beverage bases to authorized bottlers who are authorized to use these to produce
our portfolio of beverages. These authorized bottlers independently develop local markets and
distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other
businesses. In turn, these customers make these beverages available to consumers across India.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
8/32
Current Distribution Strategies
Now in current world there are many ways in reaching customer and also due to big competition
among various competitors the company need to improve the marketing strategies in order to
increase the customers or sales of company. At present Hindustan Coca-Cola Beverages Pvt. Ltd.
has segregated its overall marketing activities into three types. They are
1. Direct Store Distribution (DSD) modelIn this model there is no wholesaler or distributor in between company and retailers. The
company sells product directly to retailers outlets from warehouses.
2. Indirect Market modelThe company has sub-categorized this model into,Modern Trade like Reliance Fresh and
Birla group More
3 Strategic Distribution Partner (SDP) model-
Here, the company reaches out to its retailers through a local agent in each specific
area who receive commissions for carrying out the companys distribution responsibility in
remote areas.
Direct Store Distribution (DSD) model
Hindustan Coca-Cola Beverages Pvt. Ltd. employ various distribution strategies across
the nation. The most recently adopted distribution strategy is the Direct Store Distribution
Model.
There are 3 Types of DSD models, they are
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
9/32
1. Eat and Dine Market 1(E and D 1)- This include Retail outlets where there is nofacilities to sit and eat include bakery, small outlets where there is no chairs and
tables for customers, this model is mostly for take away.
2. Eat and Dine Market 2 (E and D 2)- This include Retail outlets where there arefacilities for customers to sit and eat include Bars, Restaurants etc
Benefits of E and D 1
This model helps to reach out small retail outlets near roadsides and also
bakery where more people use to purchase the bakery items like cake, pastries
etc so it would increase sales.Common man usually visits small shops rather
than restaurants , so product can reach to common man too.
Can expand market.
Benefits of E and D 2
This model is most important model because middle class people
usually visits restaurants so we could reach out middle class and top
class people.In bars need of soft drinks is more along with liquor so that
we could increase the distribution or sales.There more chance of
increasing profit in this model
Limitations of E and D 1
Supply problem- There are many supply problems which include Time, place etc Damage of product More risk which include cash transactions and other problems Less profit than E and D 2 Unavailability of various products like fanta, thumps up etc when needed this may affect
sales.
Retailers personal problems
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
10/32
Limitations of E and D 2
Damage problem Misusing cooler by using various liquors in cooler
Financial problems like credit facility and other problems Unavailability of various products like fanta, thumps up etc when needed this
may affect sales
Research Methodology
Objectives:
The Report details the Opportunities of 300ml CANS in EAT and DINE 2 Markets undertaken
by Hindustan Coca-Cola Beverages Pvt. Ltd and this study was done in Ernakulam. Includes
Fortkochi, vaduthala , marine drive, chittoor road, kadavanthara and palluruthy of Ernakulam
District.
Main objective of this study is to covert RGB 300ml bottles to 300ml cans and also to promote
or increase sales of 300 ml cans in Bars and Restaurants.
Main objective is to Create entry in Bars and restaurants which are not using cans and my
secondary objective is atleast to sale various products of company which include
RGB,PETBOTTLES,SODA,MINERAL WATER etc
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
11/32
Sampling Design:
The sampling method for this study is convenience sampling, because it is the most ideal
technique to document the quality of products of the company. Convenience sampling is a non-
probability sampling design in which information or data for the research are gathered from the
members of the population that are conveniently accessible to the researcher.
Sample Size:
In this case, the members used for the sampling method are purchase manager ofrestaurants andbars and the sample size that is proposed for the study is 85.
Data Collection Tools
In order to ascertain the opportunities of 300ml cans under E and D 2 model, the research tool
that is being adopted are the questionnaire and schedules. A suitable questionnaire was prepared
in order to provide data regarding the sales and productivity of the companys products. It also
provides information regarding the retailers opinions of the services afforded to them by the
company and customers preferences. The questionnaire also involves comparisons between
Hindustan Coca-Cola Beverages Pvt. Ltd. and its competitors so as to determine the efficiency of
the company as against the opposition.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
12/32
DATA ANALYSIS
Preferred Soft Drink
This graph analyses most of bars and restaurants uses both coke and pepsi, secondly pepsi and
third only its coke, fourth its other soft drinks and fifth it is no soft drinks is used in some of
restaurants.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
13/32
Are customers interested in using cans?
We can analyse from this graph that about 40 are not interested in using coco-cola 300 ml cans
but about 35 are already using 300 ml cans and only 13 are interested to start using cans.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
14/32
Preferred Flavour by E&D 2 customers
We can analyse from this chart that both cola and lemon flavour are more preferred than other
single.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
15/32
Cooler used by Soft drink customers
We can analyse from this chart that most bars and restaurants use pepsi cooler about 35 num and
secondly own coolers about 28 num are used in bars and restaurants, thirdly coco-cola coolers
are used about 15 num, at last both coolers used in few bars about 5 num.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
16/32
Most preffered packs by soft drinks customer
This diagram shows most of bars and Restaurants use 300ml Rgb bottles as it is more suitable in
Bars along with liquor, secondly pet bottle and cans, thirdly they use cans, fourth all packs, fifth
pet bottle only also RGB and pet bottles, at last RGB and cans.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
17/32
SUGGESTION TO CONVERT INTO CANS
This diagram analyses that about3/4th
of Coca cola customers do not need any schemes or
promotion because it is branded soft drinks, only about 3% interested in schemes and promotions
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
18/32
Do they need Marketing Material from coke?
This graph clearly shows that customers do not need and promotional materials from coca-cola
because people already know about coca cola. Only few bars and restaurants need flanges and
flexboards.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
19/32
Any Marketing Material provided by pepsi?
This diagram also shows that pepsi do not provide any marketing materials to their customers,
only about 1% they give glowsign boards to their customers.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
20/32
Promotional schemes of coke
We can analyse from this diagram that most of customers do not need any promotional schemes
from coke about 80% of customers do not need any schemes, but about 5% of customers need
other schemes such as T shirts, umbrella, caps as promotional schemes and about 1% need Menu
cards in their bars and restaurants which may look beautiful inside.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
21/32
Promotional schemes of pepsi
We can clearly Analyse that about 100% customers do not get promotional schemes from pepsi.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
22/32
Mode of Transaction of coke
From this diagram we can clearly analyse that about 50% of coca cola customers do cash
transaction and only 5% of customers use credit purchase, cash transaction is one of best way of
transaction because it has less risk to the company but credit purchase may cause more problems
the company because there chance of bad debt it may create loss to the company
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
23/32
Credit period of coke
This clearly shows most customers given 11-20 days credit period, secondly 1-10 days and least
customers given 1 month period.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
24/32
Mode of Transaction of pepsi
We can clearly Analyse that about 38% of customers use cash transaction to pepsi but they give
credit to 20% customers comparing coca cola pepsi have more credit purchase customers, there
is difference of 15% between coca cola and pepsi credit customers, this may be reason that pepsi
have more customers than coca cola, but pepsi should bear more risk.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
25/32
This diagrams clearly shows the same as coca cola as majority of pepsi customers are given 11-
20 days credit period but pepsi gives 1 month credit period to 60% customers and least to 1-10
days customers .this may be another reasons for more pepsi customers as 1 month credit period
may attract more customers to buy pepsi products.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
26/32
Monthly sales of 300ml RGB bottles of coca cola
From this diagram we could analyse that most bars and restaurants purchase 11-30 300ml RGB
bottle cases per month and secondly more than 30 cases, thirdly 1-10 cases. This clearly shows
that 300ml RGB bottles are mostly used packs in Bars and Restaurants due to less rate than cans
and there is great sales for RGB bottles in bars.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
27/32
Monthly sales 0f 300ml RGB bottles of pepsi
This diagram clearly describes that as same as coke that pepsi 300ml RGB bottles are sold
around 11-30 cases monthly and secondly more than 30 cases, thirdly 1-10 cases
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
28/32
Suggestions
This is most important element in my report, from this diagram purchase manager suggests that
most of them which is blue are happy with coco cola products it also includes using 300ml cans
or coca cola products, this shows there is good fortune for coca cola cans, second majority
people which is grey colored they are not interested in using 300ml cans also some are not
interested in using coca cola products too because they may use pepsi products or due to less
demand for coca cola cans, third majority people in green are interested to get more margin forcans so they get more profit, fourth majority people are not interested due to other issues like
credit problems or previous problems etc, few other people give complaints about bad supply,
some people need new schemes at last least people not happy with rate of 300ml cans.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
29/32
SWOT ANALYSIS
STRENGTHS
The brand image of Coca-Cola plays animportant role as the strength for the
company.
Better understanding of the market trendallows the company to understand and meet
timely requirements.
Cans are beautiful designed will attractcustomers to buy cans
Taste of coca cola product is strength
WEAKNESSES
Unavailability of all flavors like fanta,thumps up etc on a daily base.
Grievances faced by the retailers ondamage problems.
Less sales during off seasonEg Rainy seasons
In rare cases. Marketing developer may nocover certain routes may lead to decrease in
sales
High price for 300ml cans comparingcompetitor
Less schemes than competitors.OPPURTUNITIES
There is good scope to increase number ofoutlets.
Increase the loyalty of customers by givingthem new schemes and offers.
THREATS
Competitors may give more offers than us. New competitors cant be taken lightly. Quicker service given by competitors may
create problem.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
30/32
Findings and Recommendations
This study has helped me to find various factors which are good and bad for the coca cola
company. From this study in found that 300ml cans are having less opportunity in Bars but in
restaurants there are more chance of entry of 300ml cans. Majority of bars are not interested in
300ml cans because they are happy with 300ml RGB bottle which are more suitable in bars and
less price than cans and also in few bars I found that cans are less moving than RGB bottles but
good news for our company is that there is more chance of creating entry of cans in Restaurants
because most restaurants in fortkochi area are already using 300ml cans also they are happy with
selling cans due to more tourists come also some bars too they use cans. The bad news for our
company is we lack good supply comparing competitor and also some bars are complainingabout damaged product, most important factor is credit facility, our company provides less credit
to our customers than competitors this is one of main drawbacks. Another problem I found in
this study is most of outlets needs coolers.
I recommend the company to give more schemes and offers so that many bar and restaurants
would be interested in cans although can rate is high comparing pepsi who sell much cheaper
rate
Although it is risky I recommend company to give credit facility to customers who give more
orders
According to me 300ml can rate is high. In order to compete with competitors especially pepsi
introduce new can product with less weight about near Rs 20.
Provide small coolers to restaurants
Supply should be made good.
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
31/32
CONCLUSION
I did my Internship for 2 months at Hindustan Coca-Cola Beverages Pvt. Ltd at Ernakulam. My
topic was opportunities of 300 ml cans in Eat and Dine 2 Market. During the study I visited
many bars and restaurants in Ernakulam . from this study I received many information about
coca cola products and marketing techniques of coca cola. Our company has some problems like
supply problem, credit facility , Margin problems etc I hope company could overcome the
situation and company I conclude this report by thanking all who helped me especially subhash
sir.
Thank you
-
7/30/2019 Oppurturtunies of 300ml can in E&D 2 Market in Ernakulam
32/32
BIBLIOGRAPHY
www.coca-colaindia.comgoogle.com
http://www.coca-colaindia.com/http://www.coca-colaindia.com/http://www.coca-colaindia.com/