Rao Coke Final..........

A

Summer Internship Report

On

Satisfaction level of the Retailers [Ahmedabad]

Submitted in partial fulfilment of MBA programme

Prepared By:-

Rao Himanshu Dilipbhai

Roll No: 954.

Submitted To:-

K.J.Institute of Management,

Vadsma, DI: - Mahesana,

Gujarat Technological University,

JULY, 2010.

CERTIFICATE:

A Survey of Satisfaction level of the Retailers

It is hereby certified that the work incorporated in the thesis submitted entitled “Topic”

submitted by (Student’s name) comprises the result of independent and original investigation

carried out me. The material which obtained (and used) from other sources has been duly

acknowledged in the thesis.

Date:

Place: Signature of the student

It is certified that the work mentioned above is carried out under my guidance.

Date:

Place: Signature of the faculty guide

DECLARATION:

1 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a


Report entitled “market survey of Hindustan Coca Cola Beverages Pvt.Ltd on Retailer Satisfaction” written and submitted by me to the K.J. Institute Of Management, vadasma, Gujarat Technological University in partial fulfilment of the requirement for the award of degree of Master of Business Administration under the guidance of Prof. Sunil Patel. This work is done by me and the conclusions drawn there are based on the material collected by myself.

Place : Ahmadabad Research student :

Date: Himanshu Rao.

MBA-II

Roll no.: 954

PREFACE



The MBA programme is specially designed professional course that

enables and prepare the students for the practical world. It offers various practical projects

like the summer internship projects that gives a chance to students to enter in industry and

work with the real professionals and help the students to understand how the industry is

working and what are the real problems and opportunities with which the industry actually

deal.

As a part of my MBA curriculum I got chance to work with real

professionals, the core content of this report is related with Survey of Satisfaction level of

the retailers of Coca-Cola company.

The overall growth of soft drink market is 10 to 15% annually, so it can

be a great opportunity for the soft drink companies to continuously expand their market, and

it is possible when their customers are fully satisfied with their products and services, as

retailers are the main link between the final consumers and company , their satisfaction level

is very important for the company to survive successfully in the market.

So, this survey project is important and beneficial for not only me but

also for the company as they will be better aware about the performance of their products and

services.



ACKNOWLEDGEMENT

This project report will be incomplete without giving my sincere gratitude to

all those persons who have directly or indirectly helped me in completing this report.

First of all I heartily express my thanks to Hindustan Coca-Cola Beverages

Private Limited [HCCBPL] for granting me permission to work in such an esteem

organization.

I also want to thank Mr. Shashank Goel [RTM Manager] who have

thoroughly guided and supported me throughout this report and without their help and

support it would not be possible to complete the report successfully.

I would like to thank my faculty guide Prof. Sunil Patel for providing

important guidance that helped me to complete this report.

I would also like to thank Mr. Saurabh, Mr. Devraj, Mr. Yograj, and Mr.

Hiren [Market Developers] who have helped me in contacting with the retailers and also

provided important information about the market, also i would like to thank all the staff

members and executives for their support and guidance.

I want to thank my college K.J. Institute Of Management, vadasma, GTU

for giving me opportunity to put in to practice the theoretical knowledge imparted during the

academic programme . Also i want to thank all my friends who have directly and indirectly

supported me in completing this report.

At the last I want to thank all the retailers who has given their precious time

and support for providing important information.

Thanking You,

Himanshu Rao,

MBA-II

Roll No. : - 954



EXECUTIVE SUMMERY

The Coca-Cola is one of the major player in beverage industry, It was firstly introduced by Mr. John Stith Pemberton in 1886. Today Coca-cola is world known brand operating in more than 150 countries with different brands.

This project is mainly concerned with Survey of Satisfaction Level of Retailers in Ahmedabad city, also it includes SWOT analysis of the company, what are different problems faced by the retailers , that helps the company in operation of various promotional strategies to be made for the local retailers to increase sales in respective region.

The main objective of surveying retailers is that the soft drink market is one of the most rapidly growing and its sales have more impact of the retailers as they are playing an important role to reach to the customers and most of the customer’s choices are influenced by the retailer that is they will take whatever is available with them, so it is very important to regularly check the satisfaction level of the retailers to increase sales and consumption of the coke products.

The main aspects of this report involves findings gathered from the survey that gives important information regarding the satisfaction level and other problems the retailers are facing. One of the important part of this report is the conclusion and recommendations that helps the company in improving their services.

The findings and conclusion suggest that company need to improve their services to survive successfully in the market, it is totally based on the findings, that suggest that retailers are facing some of the problems that need to be addressed by the company as soon as possible.

It involves the data collected from 232 retailers of Ahmedabad city, which also includes another small project of GEO CODE which involves tracking of location of various outlets[232], that helps the company to find out the exat location of the retail outlets which minimise the total travelling cost of the salesmen [ T sales problem].



TABLE OF CONTENTS

CH:- PARTICULARS PAGE NO.Chapter – I Introduction of the project 8

Chapter – II Research MethodologyStudy objectivesData collection and methodsResearch designSamplingScope of the study

101111121314

Chapter – III SWOT Analysis of HCCBPL 15

Chapter – IV Industry profileBrief insight: Beverage Industry In IndiaSoft drink market in India

1920

22

Chapter – V Company profileOverview about Coca-Cola companyStrategic objectives of the companyBrief historyGoblej PlantMissionVision

2425

26

27293031



Chapter – VI Product DescriptionVarious Brands in IndiaBrand descriptionManufacturing ProcessRoute to MarketDistribution of the Products

333435383940

Chapter – VII Project analysisBase for classifying retailers [ Segmentation Model ]Availability of various brandsTypes of outlet visitedPromotional schemes for retailers

4142

434445

Chapter – VIII Data Analysis and Interpretation 49

Chapter –I X Research findings and conclusionsFindingsLimitation of the studySuggestions and recommendationsConclusion

6566686971

Chapter – X Geo code survey [Project II] 72

Chapter – XI AnnextureQuestionnaireGeo code sheet

757680

Chapter – XII Bibliography 81



CHAPTER-I[Introduction of the project]



Introduction of the project:-

This project Involves a survey of SATISFACTION LEVEL OF

RETAILERS of the local Ahmedabad market that includes several areas in which the

analysis is conducted.

The main objective being is to collect data about the satisfaction level

of the retailers that helps the company in increasing its sales as retailers play an important

role and they are acting as a link between company and the final customer, so it becomes very

important to know the satisfaction level of retailers as they can affect consumer’s decision..

It helps the the company in framing various promotional strategies for

the retailers, also company can come to know about various weak points in terms of service

provided and products sold from the retailer’s survey.

As the Ahmedabad market is one of the potential market in terms of

consumption and sales so it is very important to frame various strategies carefully to

successfully capture the market.

Our main project is Survey Of Satisfaction Level Of The Retailers but it

also involves a small survey project called “ GEO CODE ” that involves tracking of the

location of various outlets. The main application of this small project is to minimise the

transportation and delivery cost of company by tracking the exact location and route that

helps the sales people to effectively deliver the products.



CHAPTER-II[Research Methodology]

Research Objectives :-



Primary object ives of s tudy:-

To de t e rmine s a t i s f ac t i on l eve l s o f r e t a i l e r s .

Secondary object ives: -

To de t e rmine va r i ous s t r a t eg i e s t ha t he lp s t o i nc r ea se s a l e s

and r e t a i l e r s a t i s f ac t i on .

To de t e rmine t he ma in p rob l ems and que r i e s o f r e t a i l e r s .

To improve t he s e rv i ce g iven on t he ba s i s o f r e sponse

r ece ived f rom the r e t a i l e r s .

Data collection source and methods:-

Primary data collection : The data are collected from east and west region of

Ahmedabad city. The t oo l u sed t o co l l e c t da t a i s Ques t ionna ire .

Persona l In terac t ion Method-

I made i n t e r ac t i ons w i th some r e t a i l e r s du r ing marke t su rvey . t he

ob j ec t i ve was t o d r aw a gene ra l unde r s t and ing abou t t he i r

p rob l ems , pe r fo rmance o f t he d i s t r i bu t e r , t he i r p r e f e r ences and

o the r u se fu l i n fo rma t ion . t h i s t e chn ique he lped t o c l e a r doub t s

a r i s i ng due t o obse rva t i on me thod .

Secondary data collection :

1. Websites

2. Books

3. Other projects

Research Design :-



Sources of data Primary

Research approach Survey

Survey method Personal interview

Research instrument Questionnaire

Survey Territory Ahmedabad

No. of respondent 232

Time taken 7 weeks

Total Population 5800 Outlets. [Retailers]

Sampling method Random sampling

Retailers Response Positive to Moderate

Sampl ing :



Sampl ing : -Sampl ing i nvo lve s ga the r i ng u se fu l amoun t o f

i n fo rma t ion f rom the popu l a t i on , by i den t i fy ing a s amp le wh ich

r ep re sen t t he who le popu l a t i on .

Reasons for sampl ing : -

i . The s amp le can s ave t ime .

i i . I t c an s ave money .

i i i . Fo r g iven r e sou rce s , s amp le can b roaden the s cope o f t he

s t udy .

i v . When i t i s no t pos s ib l e t o a s se s s t he who le popu l a t i on t hen

s amp le i s mos t u se fu l .

Approach to Re ta i l e r s : - The r e t a i l e r s o f Groce ry shop , E & D ,

Conven i ence shop , Med ic ine s t o r e and Ju i ce co rne r s was s e l ec t ed

f rom d i f f e r en t p l ace s o f Ahmedabad .

Sample s i z e : 232 Ou t l e t s .

Sampl ing procedure : As Coke ha s ma in ly t h r ee t ypes o f

modu le s o f cus tomer s a s : -

Groce ry s t o r e , Conven i ence s t o r e & E&D wi th d i f f e r en t

g r ades so s amp l ing s i z e was d iv ided acco rd ing t o a r ea ,

t ype o f s t o r e & VPO [Vo lume Pe r Ou t l e t ] o f t he s t o r e .

Sampl ing method : Da t a we re co l l e c t ed by r e t a i l e r su rvey .

The r e t a i l e r s we re d i r ec t l y con t ac t ed and i n t e rv i ewed a t

t he i r r e t a i l coun t e r . [S imp le Random Sampl ing ]

Scope of the project survey :-



The scope of the study includes collection of data from about 6 different locations according to qota sampling ,which involves 232 retailers having different volumes.

Data was collected from various areas of Ahmadabad city, as follows.:

1) Satellite

2) S.G highway

3) Sarkhej

4) Thaltej

5) Bopal

6) Juhapura



CHAPTER-III[SWOT Analysis of HCCBPL]

SWOT Analys is Of HCCBPL : -



Strengths:-

Dis tr ibut ion ne twork : The Company ha s a s t r ong and r e l i ab l e

d i s t r i bu t i on ne twork . The ne twork i s f o rmed on t he ba s i s o f t he

t ime o f consumpt ion and t he amoun t o f s a l e s y i e lded by a

pa r t i cu l a r cus tomer i n one t r ansac t i on . I t ha s a d i s t r i bu t i on

ne twork cons i s t i ng o f a number o f e f f i c i en t s a l e smen , 700 ,000

r e t a i l ou t l e t s and 8000 d i s t r i bu to r s . The d i s t r i bu t i on f l e e t

i nc ludes d i f f e r en t modes o f d i s t r i bu t i on , f r om 10 - tonne t r ucks t o

open -bay t h r ee whee l e r s t ha t c an nav iga t e t h rough na r row

a l l eyways o f I nd i an c i t i e s and t r ademarked t r i cyc l e s and

pushca r t s .

Strong brands : The p roduc t s p roduced and marke t ed by t he

Company have a s t r ong b r and image . Peop l e a l l a round t he wor ld

r e cogn i ze t he b r ands marke t ed by t he Company . S t rong b r and

names l i ke Sp r i t e , Fan t a , L imca , Thums Up and Maaza add up t o

t he b r and name o f t he Coca -Co la Company a s a who le . The r ed

and wh i t e Coca -Co la i s one o f t he ve ry f ew th ings t ha t a r e

r e cogn i zed by peop l e a l l ove r t he wor ld . Coca -Co la ha s been

named t he wor ld ' s t op b r and fo r a f ou r th consecu t i ve yea r i n a

su rvey by consu l t ancy In t e rb r and . I t was e s t ima t ed t ha t t he Coca -

Co la b r and was wor th $70 .45b i l l i on .

Low cos t o f opera t ions : The p roduc t i on , ma rke t i ng and

d i s t r i bu t i on sy s t ems a r e ve ry e f f i c i en t due t o fo rwa rd p l ann ing

and ma in t enance o f cons i s t ency o f ope ra t i ons wh ich min imize s

was t age o f bo th t ime and r e sou rce s l e ads t o l ower ing o f cos t s .



Weaknesses:-

Low expor t l eve l s : The b r ands p roduced by t he company a r e

b r ands p roduced wor ldwide t he r eby mak ing t he expo r t l eve l s ve ry

l ow . In Ind i a , t he r e ex i s t s a ma jo r con t rove r sy conce rn ing

pe s t i c i de s and o the r ha rmfu l chemica l s i n bo t t l ed p roduc t s

i nc lud ing Coca -Co la . I n 2003 , t he Cen t r e fo r Sc i ence and

Env i ronmen t (CSE) , a non -gove rnmen ta l o rgan i za t i on i n New

De lh i , s a i d a e r a t ed wa t e r s p roduced by so f t d r i nks manufac tu r e r s

i n Ind i a , i nc lud ing mu l t i na t i ona l g i an t s Peps iCo and Coca -Co la ,

con t a ined t ox in s i nc lud ing L indane , DDT, Ma la th ion and

Ch lo rpy r i fo s - pe s t i c i de s t ha t c an con t r i bu t e t o c ance r and a

b r eakdown o f t he immune sys t em. The re fo re , peop l e ab road , a r e

app rehens ive abou t Coca -Co la p roduc t s f rom Ind i a .

Opportunities:-

Large domes t i c marke t s : The domes t i c ma rke t f o r t he p roduc t s

o f t he Company i s ve ry h igh a s compa red t o any o the r so f t d r i nk

manufac tu r e r . Coca -Co la Ind i a c l a ims a 58 pe r c en t sha r e o f t he

so f t d r i nks ma rke t ; t h i s i nc ludes a 42 pe r c en t sha r e o f t he co l a

ma rke t . O the r p roduc t s a ccoun t f o r 16 pe r c en t ma rke t sha r e ,

ch i e f l y l e ad by l imca .

Expor t po ten t ia l : The Company can come up w i th new p roduc t s

wh ich a r e no t manufac tu r ed ab road , l i ke Maaza e t c and expo r t

t hem to fo r e ign na t i ons . I t c an come up w i th s t r a t eg i e s t o

e l im ina t e app rehens ion f rom the minds o f t he peop l e t owards t he

Coke p roduc t s p roduced i n Ind i a so t ha t t he r e w i l l be a

cons ide rab l e amoun t o f expo r t s and i t i s ye t ano the r oppo r tun i t y



t o b roaden fu tu r e p ro spec t s and ca t e r t o t he g loba l ma rke t s r a t he r

t han j u s t domes t i c ma rke t .

Higher income among peop le : Deve lopmen t o f I nd i a a s a who le

ha s l e ad t o an i nc r ea se i n t he pe r c ap i t a i ncome the r eby caus ing

an i nc r ea se i n d i sposab l e i ncome . Un l ike o lden t imes , peop l e now

have t he power o f buy ing goods o f t he i r cho i ce w i thou t hav ing t o

wor ry much abou t t he f l ow o f t he i r i ncome . The beve rage i ndus t ry

c an t ake advan t age o f such a s i t ua t i on and enhance t he i r s a l e s .

Threats:-

Tax and regu la tory s ec tor : The t ax sy s t em in Ind i a i s

a ccompan i ed by a va r i e t y o f r egu l a t i ons a t e ach s t age on t he

consequence f rom p roduc t i on t o consumpt ion . When a l i c ense i s

i s sued , t he p roduc t i on capac i t y i s men t i oned on t he l i c ense and

eve ry t ime t he p roduc t i on capac i t y needs t o be i nc r ea sed , t he

l i c ense pose s a p rob l em. Renewing o r upda t i ng a l i c ense eve ry

now and t hen i s d i f f i cu l t . The re fo re , t h i s c an l im i t t he g rowth o f

t he Company and pose p rob l ems .

Slowdown in rura l demand : The ru r a l ma rke t may be a l l u r i ng bu t

i t i s no t w i thou t i t s p rob l ems : Low pe r c ap i t a d i sposab l e i ncomes

t ha t i s ha l f t he u rban d i sposab l e i ncome ; l a rge number o f da i l y

wage ea rne r s , a cu t e dependence on t he vaga r i e s o f t he monsoon ;

s ea sona l consumpt ion l i nked t o ha rve s t s and f e s t i va l s and spec i a l

occa s ions ; poo r roads ; power p rob l ems ; and i nacce s s ib i l i t y t o

conven t i ona l adve r t i s i ng med i a .



CHAPTER-IV[Industry Profile]

A Brief Ins ight: Beverage Industry In India:-


Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

Beverages

Alcoholic Non-Alcoholic


I n Ind i a , beve rages fo rm an impor t an t pa r t o f t he l i ve s o f

peop l e . I t i s an i ndus t ry , i n wh ich t he p l aye r s cons t an t l y i nnova t e , i n

o rde r t o come up w i th be t t e r p roduc t s t o ga in more consumer s and

s a t i s fy t he ex i s t i ng consumer s .

FIGURE 1 : Beverage indus try in Ind ia



Figure 2 :

Marke t shares (%) o f so f t dr inks in Ind ia (Source : - www.

Goog le . com – Images )

Four strong strategic elements to increase consumption of the

products of the beverage industry in India are:

The qua l i t y and t he cons i s t ency o f beve rages needs t o be

enhanced so t ha t consumer s a r e s a t i s f i ed and t hey en joy

consuming beve rages

.

The c r ed ib i l i t y and t r u s t needs t o be bu i l t so t ha t t he r e i s a ve ry

s t rong and s a f e f e e l i ng t ha t t he consumer s have wh i l e consuming

beve rages .

Consumer educa t i on i s a mus t t o b r i ng ou t bene f i t s o f beve rage

consumpt ion whe the r i n t e rms o f hea l t h , t a s t e , r e l axa t i on ,

s t imu la t i on , r e f r e shmen t , we l l -be ing o r p r e s t i ge r e l evan t t o t he

c a t ego ry .

The beve rage marke t ha s s t i l l t o a ch i eve g r ea t e r pene t r a t i on and

a l so a w ide r sp r ead o f d i s t r i bu t i on .

[Source : www.foodindustryindia .com ]


http://www.foodindustryindia.com/


Soft Drink Market In India: -

Today Ind i a i s one o f t he mos t po t en t i a l

ma rke t s , w i t h popu l a t i on o f a round 900 mi l l i on peop l e , t he

Ind i an so f t d r i nks ma rke t was on ly o f 200 ca se s pe r yea r . Th i s

was ve ry l ow even compa red t o Pak i s t an and Ph i l i pp ine s .

Popu l a t i on and po t en t i a l ma rke t a r e two ma jo r r e a sons fo r ma jo r

mu l t i na t i ona l compan i e s o f en t e r i ng Ind i a . They f ee l t ha t a huge

popu l a t i on coup l ed w i th l ow consumpt ion can on ly l e ad t o an

i nc r ea se i n t he so f t d r i nk marke t . Ano the r i nc r ea se i n t he s a l e o f

so f t d r i nks i n t he s co rch ing hea t and t he c l ima t e o f I nd i a , wh i ch

i s t oge the r have con t r i bu t ed t o a 30% g rowth i n t he so f t d r i nks

i ndus t ry . I f t he demand con t i nues g rowing a t t he s ame r a t e ,

w i th in two yea r s t he vo lume cou ld t ouch 1 b i l l i on ca se s . A l l

t he se f a c to r s a r e t he r e a sons fo r t he en t ry two g i an t o f t he so f t

d r i nk i ndus t ry o f t he wor ld t o en t e r t he Ind i an marke t . These two

g i an t s Peps i and Coca -Co la , Themse lve s sha re 96% o f t he so f t

d r i nk marke t sha r e . Res t i s sha r ed by Cadbury ’ s Schweppes ,

Campa Co la and o the r so f t d r i nk b r ands . Bu t was t he s cene s ame

20 yea r s ago? The answer i s No , 1970 was t he yea r o f pu re so f t

d r i nks Campa Co la and Pa r l e peop l e (Thums Up and L imca ) .

Sof t d r i nk i s no t a p roduc t , wh i ch a pe r son

p l ans t o buy be fo re hand , bu t i s an impu l se pu rchase . Lo t s o f

s a l e depends upon t he s t r eng th o f me rchand i z ing done a t t he

po in t o f s a l e . I t a l l beg in i n 1977 , a change i n c en t r a l

gove rnmen t l ed t he ex i t o f coca -co l a wh ich p r e f e r r ed t o qu i t

r a t he r d i l u t i ng i t s equ i t y t o 40% in compl i ance w i th t he Fo re ign

Exchange Regu l a t i on Ac t (FERA) . The f i r s t na t i ona l co l a d r i nk



t o pop up was doub l e s even . I n t he mean t ime , Pu re Dr inks , De lh i

on coke ’ s ex i t , sw i t ched ove r t o Campa Co la .

The beg inn ing o f 1980 ’ s s aw the b i r t h o f ano the r

co l a d r i nk , Thums Up , Pa r l e t he Go ld spo t peop l e , l aunched i t i n

1978 -79 , a s “Re f r e sh ing Co la” . By t he mid -e igh t i e s Mc Dowe l l ’ s

l aunched Thr i l l , and by t he l a t e e i gh t i e s t he r e was Doub le Co l a ,

wh i ch en t e r ed i n Ind i a ma rke t , a s a NRO-run ou t f i t w i t h i t s p l an t

i n Nas ik (Maha ra sh t r a ) , i n 1978 Pa r l e , I nd i an so f t d r i nks ma rke t

( sha re 33%) w i th i t s go ld spo t and L imca b r ands . La t e r Thumps

Up a l so s t a r t ed Thumps Up .

A t t he s ame t ime t he t h r ea t t o t he Ind i an so f t

d r i nks was t ha t o f f ru i t d r i nks . I n 1988 , f ru i t d r i nks ma rke t

was va lued a t Rs . 40 c ro r e s and g r ew a t t he r a t e 20%.

Coca -Co la en t e r ed Ind i an by buy ing up t o 69%

o f t he 1 ,800 c ro r e s so f t d r i nk marke t ( i . e . 5 Pa r l e Expor t b r ands

o f Thums Up’ s , L imca , Go ld spo t , C i t r a & Maaza ) . Today t he

s cene ha s changed mak ing i t a d i r e c t ba t t l e be tween two g i an t

Coca -Co la and Peps i . The p i c tu r e w i l l become c l ea r e r by l ook ing

a t t he Ind i a ma rke t sha r e s i n t he beve rage i ndus t ry .

One o f t he s t r onges t weapons i n Coke a rmoury

i s t he f l ex ib i l i t y i t ha s empowered i t s peop l e w i th . I n Coke eve ry

emp loyee , may he be a manage r o r s a l e sman , have an au tho r i t y t o

t ake wha t eve r s t eps he o r she f e e l s w i l l make t he consumer s

awa re o f t he b r and and i nc r ea se i t s consumpt ion .

[Source : www.foodindustryindia .com ]




CHAPTER-V[Company Profile]



Overview about Company and plant in Gujarat:-

General Information:-

Name of the company : Coca-cola

Name of the plant : Goblej plant

District : Kheda

Gujarat : 387440

E-mail : [email protected].

Establishment of the company : 1985

Head office in India : Delhi

Head office in world : Atlanta

Founder : Dr. John stith pemberton

Form of organization : Multinational company

Total employee :Mare than 70,000

Production capacity : 15,000 per day

Address [Goblej plant] : Hindustan coca-cola beverages PVT. LTD.

Village goblej,

National High way – 8,

TA- Kheda.

[Source : www.coca-colaindia .com ]

Strategic objectives of the company:-


http://www.coca-colaindia.com/


Coca-cola have several strategic objectives which it follows to successfully achieve its core and basic objectives, these objectives are work as strong pillars which helps in successfully operating in the market.

Consumer demand drives everything we do.

Brand Coca Cola is the core of our business

We will serve consumers a broad selection of the non-alcoholic ready-to–drink

beverages they want to drink throughout the day.

We will be the best marketers in the world.

We will think and act locally.

We will lead as a model corporate citizen.

Accelerate carbonated soft-drink growth, led by Coca-Cola.

Selectively broaden the family of beverage brands to drive profitable growth.

Grow system profitability and capability together with our bottling partners.

Serve customers with creativity and consistency to generate growth across all

channels.

Direct investments to highest potential areas across markets.

Drive efficiency and cost-effectiveness everywhere.

History : -



Coca-cola is the most popular and biggest selling soft drink in history, as well

as the best known product in the world, created in Atlanta, Georgia by, john s. pemberton,

coca-cola was first offered as a fountain beverage by mixing coca-cola syrup with carbonated

water.

Coca-cola was registered as trademark in 1887 and by 1895 coca-cola was

being sold in every state and territory in the United States. In 1899, the company began

franchised bottling operation in the United Status.

Today, we can find coca-cola in virtually every part of the world. The coca-

cola company has more than 300 beverages in its portfolio.

The history of coca-cola is a story of special moments-times with family and

friends and special occasions when cock was naturally there, every person who drinks coca-

cola enjoys a moment of refreshment and shares an experience that millions of other have

savored, and all of those individual experiences combined have create a worldwide

phenomenon- truly global brand that plays its own smart on the world stage.

Coca-cola company began as a foundation product, but candy merchant

Joseph A. Biedenharm Mississippi was looking for away to serve his refreshing beverage at

picnics. He responded to this demand and began offering bottled coca-cola, using syrup

shipped from Atlanta, during an especially busy summer in 1894. In 1899, large scale

bottling became possible when Candler granted executive bottling rights to Joseph B.

whitehead and Benjamin E. Thomas of Chattanooga, Tennessee.

Indian Operation :-

First Step in INDIA:



Now in India all the countrymen are known of the trademark. Mr. Frank

Harrold bring the Coca-cola in the free India in 1954 and managed and developed it in best

possible way for 23 years but in the time period of 1977 when Mr. Morarji Desai was

president of India, with his interference the company was ordered to go back from the

country.

Return to INDIA:

After 16 years company came back to India in 1993 with purpose of refreshing

Indians with its plant in Agra (The Heart of India). Company received an approval from

government in July 1996 to set up a holding company to invest U.S. $700 million. After this

company has permitted for operationalise its bottling subsidiaries in 1997. Today, total

investment of coca-cola in India is more than U.S. $827 million out of which $805 is invested

into its subsidiaries.

There are total 52 plants of coca-cola out of which company itself owns 27

plants and other plants have franchise operation. The plant in Pune is the Centralized plant of

India and the biggest plant of India is situated at Thane – Bombay with seven bottling lines.

There are 60 distribution centers with 7,00,000 retailers and 30 million consumers are

consuming coca-cola’s products which is, only one percent of total consumption of Coca-cola

worldwide. And now in the new era the demand for company’s products is rising day by day.

Goblej Plant:-

It is situated at the village Goblej on Ahmedabad - Kheda highway, 30

Km. far from Ahmedabad. It is very beautifully spread over 52 acres of land, as it is the first

Greenfield plant of India started in 1998. There are four bottling line out of which two lines



are for carbonated soft drinks, one is for flavored soft drinks (Mazza line), each line has

capacity to produce 300 bottles/minuet and one is for mineral water, which is able to produce

2 jars/minuet. In this plant, company is also producing Returnable Glass Bottles (RGB).

Bottles are purchased from two factories of Ahmedabad. The products in teen are brought

from Pune.

The plant has two Returnable Glass Bottles lines and one hot fill line,

which are capable to produce 5500 cases/day. As one line needs investment about 55-60

crores, the total investment in this plant is about 200 crores including the land price. This

plant is completely owned by company and giving employment to the local public.

Recently company has purchased a fully automated machine that is having

the capacity of producing 600 pet bottles per minute.

As this is the only plant of Gujarat, its marketing area covers

approximately whole Gujarat but in south Gujarat its territory is stopping at Bharuch, the area

after Bharuch comes in to the territory of the Bombay plant. The number of consumers is

increasing day by day in Gujarat so; Mr. Sanjiv Gupta (Coca-cola India President) has

decided to set a plant in Kutch to divide work of the plant.

[Source: Goblej plant visit]

Mission statement:-

To refresh the world in mind, body and spirit.



To make a difference in our product.

To inspire moment of optimism through our brand and action.

To create a value in brands and difference everywhere we engage.

To do everything that differs.

Our product in each hand.

Being a global leader in beverage.

[Source: Internal Company circulars]



Vision statement:-



Profit :- Maximize the return of shareholder.

People :- Establish a great place to work people are inspired to the best they can do.

Port folio :- Bringing to the world a port folio of beverage brands that anticipate and

safety people’s desire and need.

Partners :- Nurturing a winning network of partners and building a mutual loyalty.

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

[Source: Internal Company circulars]



CHAPTER VI[Product description]

Brands:- [In India]



[Source : www.Goog le . com ]


http://www.Google.com/


Discription of Brands:-

Thums Up is a leading carbonated soft drink and most trusted brand in India.

Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company

1993.

Thums Up is known for its strong, fizzy taste and its confident, mature and

uniquely masculine attitude. This brand clearly seeks to separate the men from the

boys.

Lemoni L imca , t h e d r i nk t ha t c an ca s t a t angy r e f r e sh ing spe l l on

anyone , anywhe re . Bo rn i n 1971 , L imca ha s been t he o r i g ina l t h i r s t

cho i ce , o f m i l l i ons o f consumer s fo rove r 3 decades . The b r and ha s been

d i sp l ay ing hea l t hy vo lume g rowths yea r on yea r and L imca con t i nues t o

be t he l e ad ing f l avou r so f t d r i nk .



Wor ldwide Sp r i t e i s r anked a s t he No . 4 so f t d r i nk & i s so ld i n more

t han 190 coun t r i e s I n Ind i a , Sp r i t e was l aunched i n yea r 1999 & today

i t ha s g rown to be one o f t he f a s t e s t g rowing so f t d r i nks , l e ad ing t he

C l ea r l ime ca t ego ry . Today Sp r i t e i s pe r ce ived a s a you th i con . Why?

Wi th a s t r ong appea l t o t he you th , Sp r i t e ha s s t ood fo r a s t r a i gh t

f o rwa rd and hones t a t t i t ude . I t s c l e a r c r i sp r e f r e sh ing t a s t e encou rages

t he t oday ' s you th t o t r u s t t he i r i n s t i nc t s , i n f l uence t hem to be t r ue t o

who t hey a r e and t o obey t he i r t h i r s t .

I n t e rna t i ona l l y , Fanta - The ' o r ange ' d r i nk o f The

Coca -Co la Company , i s s een a s one o f t he f avo r i t e

d r i nks s i nce 1940 ' s .

Fan t a en t e r ed t he Ind i an marke t i n t he yea r 1993 . Ove r

t he yea r s Fan t a ha s occup i ed a s t r ong marke t p l ace and

i s i den t i f i ed a s "The Fun Ca t a ly s t " .Pe rce ived a s a f un , you th b r and ,

Fan t a s t ands fo r i t s v ib r an t co lou r , t emp t ing t a s t e and t i ng l i ng bubb l e s

t ha t no t j u s t up l i f t s f e e l i ngs bu t a l so he lp s f r e e sp i r i t t hus encou rag ing

one t o i ndu lge i n t he momen t .



Maaza was l aunched i n 1976 . The re was a d r i nk t ha t o f f e r ed t he

s ame r ea l t a s t e o f f ru i t j u i c e s and was ava i l ab l e t h roughou t t he yea r . I n

1993 , Maaza was acqu i r ed by Coca -Co la Ind i a . Maaza cu r r en t l y

domina t e s t he f ru i t d r i nk ca t ego ry . Ove r t he yea r s , b r and Maaza ha s

become synonymous w i th Mango . Th i s ha s been t he r e su l t o f such

succe s s fu l c ampa igns l i ke " Taaza Mango ,Maaza Mango " and " Bota l

me in Aam, Maaza ha in Naam " .

Wa te r , a t h i r s t quenche r t ha t r e f r e shes , a l i f e g iv ing fo r ce t ha t washes

a l l t he t ox in s away . A r i t ua l pu r i f i e r t ha t c l e anse s , pu r i f i e s , t r an s fo rms

Kin ley wa t e r comes w i th t he a s su rance o f s a f e ty f rom the Coca -Co la

Company . Tha t i s why we i n t roduced K in l ey w i th r eve r se -o smos i s a l ong

w i th t he l a t e s t t e chno logy t o ensu re t he pu r i t y o f ou r p roduc t .

MINUTE MAID - A 62 year succes s s tory .

The h i s t o ry o f t he Minu t e Ma id b r and goes a s f a r back a s

1945 when t he F lo r i da Foods Corpo ra t i on deve loped o r ange j u i ce

powde r . They b r anded i t Minu t e Ma id , a name conno t i ng t he

conven i ence and t he ea se o f p r epa ra t i on ( In aminu t e ) . Minu t e Ma id t hus

moved f rom a powde red concen t r a t e .



Manufacturing Process:-



Route to market:-

Distribution of products:-



The distribution of products of Coca-Cola is done normally through

distributers of various regions, and then it is passed to retailers and at the end it reaches to

ultimate customers.

But in case of Ahmadabad the route of market is directly the company is

providing the products to the retailers and then it reaches to customers, there are no

distributors in Ahmadabad market; the goods are directly supplied from the Goblej plant.

The whole process of distribution of products is as follows . :

The market developers [M.D] are playing very crucial role in distribution

of products. The MDs are classified in four zones of Ahmadabad who are supervised by Sales

Team Leaders [STL] of each region wise and zone wise.

The MDs are taking orders from various retailers according to pre- decided

area and schedule, The MDs are given special Blackberry phones through which whatever

order they receive and note down in phone will be directly available to company and also the

MDs are always connected with their STL through their phones. The next day all the ordered

products are delivered to each of the retailers.

So, in this way the distribution is done in Ahmadabad market , also one of

the important criteria for providing the products is the retailers first need to submit the empty

bottles then only they are delivered with new bottled



CHAPTER VII[Project Analysis & General findings]

The data are collected from the Ahmadabad city. Nearly

232 retailers are contacted .

Classification of retailers:-



Coca-cola has created a segmentation model that helps to classify its market

and various levels of retailers on the basis of outlet volume, locality income and channel

cluster, which helps the company to formulate various strategies for them.

Diamond: This includes the retailers who are selling more than 800 casers of

cocacola products, these are the important retailers in terms of sales so that

they are handled carefully while designing various schemes

Gold: It includes the retailers who are selling 500 to 799 carets.

Silver: The retailers who are selling 200 to 499 carets are come under silver

category.

Bronze: The retailers who are selling less than 200 carets are come under

bronze category.

Segmentation model:-


OULLET CLASSIFICATION SLABS

(PHY C/S)

DIAMOND

GOLD

SILVER

BRONZE

>800

500-799

200-499

<200

MEDIUM

OUTLETVOLUME

MEDIUM

Classifying Outlets basis Volume Per Outlet

Similar grouping of Outlets basis format & shopper ocaison

Segmenting Consumers on basis of Income

CHANNELCLUSTER

LOCALITYINCOME

LOW

HIGH

CONVENIENCE

GROCERY

E & D

TYPE 1

TYPE 2

DIAMOND

GOLD

SILVER

BRONZE


[Source: Internal company circulars]

Availability of various brands at retail shops :-

[General Findings]



Thum

s-up

Sprit

e

Limca

Maz

zaFan

ta

Kinley

Soda

Kinley

Wate

r

MM

Pulpi

MM

nimbu

Coca-C

ola

Diet Coke

0

10

20

30

40

50

60

70

80

Series 1

Series 1

. Interpretation:-

Above graph shows the position of various brands in different retail stores of Ahmadabad. It indicates that the most sold brand are Thumps-up, Sprite, and Limca. And the least sold brands are Coca-Cola, , MM Nimbu Diet Coke. It helps to identify which products are need to be treated carefully to increase its sales

[Source: Market survey]

Types of outlets visited:-



Series 1

GroceryConvenienceMedicalE & D Shop

Interpretation:-

I have visited nearly 232 stores, out of which the number of convenience stores are approximately 93 which includes Pan parlour Ice- cream parlour, etc. The number of Grocery stores were 63, whereas number of medical stores are 16, and E & D stores are 60 which includes Fast food corners, canteens, small restaurants etc.

[Source: Market survey]

Promotional Schemes given to retailers:-



There are various schemes offered to retailers according to various

packages sold:-

On purchase of two carets of 600 ml (mobile pet pack), five mobile pack free.

On purchase of one caret of 1.25 litre, 2.25 litre, one free bottle is given.

On purchase of two carets of soda (‘KINLEY’ club) seven bottles are free

On purchase of three carets of soda (‘KINLEY’ club) nine bottles are free.

On purchase of eight carets of cane, one caret free.

[Source: Market Developers and retailers]

Pricing and promotional strategies:-



[ For Retailers and middlemen]:-

Trade Promotion:-

Coca cola company gives incentives to middle men or retailers in way a that

they offer them free samples and free empty bottles, by this these retailers and middle man

push their product in the market. And that’s why coca cola seen more in the market (“Seen as

sold”).

They do agreements with a shop keepers and stores to exclusive sale in that

stores. These stores are called as KEY accounts in their local language. And coke also invest

heavy budget on these stores and offers them free samples and free bottles and some time

cash incentives.

Different Price In Different Seasons :-

Sometimes Coca Cola Company change their product prices according to the

season.

So, in winter they reduce their prices to maintain their sales and profit. But

normally they reduce the prices of their pet bottles or 1 litter plastic bottle.

Getting shelves :-

The retailers are provided shelves in big departmental stores and display

their products in that shelves in that style which show their product more clear and

more attractive for the consumers.

Eye Catching Position:-



Salesman of the coca cola company positions their freezers and their

products in eye- catching positions. Normally they keep their freezers near the entrance of the

stores.

Sale Promotion:-

Company also do sponsorships with different college and school’s cafes

and sponsors their sports events and other extra curriculum activities for getting market share.

(Rounds played by local college teams ).

UTC Scheme:-

UTC mean Under The Crown scheme, coca cola often do this type of

scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, TV sets,

cash prizes etc. This scheme is very much popular among children.

Facilitating products by providing good display infrastructure:-

For providing their product in good manner company has provided

infrastructure these includes:

Vizi cooler.

Freeze.

Display racks.

Free empty bottles and shells for

bottles.

[Source: Market Developers and retailers]



CHAPTER VIII[Data Analysis and Interpretation]

Data analysis and Interpretations:-



Calculation of sample size:-

Total population: 5800 outlets Assume maximum sample =250 outlets

p = 250/5800 =0.043

q = 1- p = 1- 0.043 = 0.957

It is assumed that there is 5% of error and 95% of level of significance,

Z = 0.95/2 = 0.475, by seeing in z- table in reverse we will get 1.96

n = z 2 pq = (1.96) 2 × 0.043 × 0.957 e2 (0.05)2

= 63.23 = 63.

So, we can take our sample between Min. 63 to Max. 250 outlets.

So, I have taken my sample as 232 outlets that is between 63 to 250 or 4% of total population.

[Source: Business Statistics by KEN BLACK]

1) How long you are dealing with Coca-Cola products?



Less than 1 year 1-3 years 4-7 years 8-10 years23 54 123 32

Percentage:- [%]

Less than 1 year 1-3 years 4-7 years 8-10 years9.91 23.28 53.02 13.79

Less than 1 year 1-3 years 4-7 years 8-10 years0

20

40

60

80

100

120

140

Series 1

Series 1

Interpretation:-

Above graph explains that most of the retailers are dealing with company’s products for quite a long time that is 4-7 years that is out of 232 retailers 123 retailers. It shows the retailers are continuously selling the products of Coca-Cola which shows they have positive interest in company’s products. There are only 32 retailers who have very long tie with the company taht is 8-10 years. Others are 21 and 54 retailers who are dealing with company for less than 1 year and 1-3 years respectively.

2) What do you feel about Quality of coca-cola products?

Very good Good Satisfactory Poor



96 84 34 18

Percentage :- [%]

Very good Good Satisfactory Poor41.38 36.21 14.66 7.75

Very good Good Satisfactory Poor0

20

40

60

80

100

120

Series 1

Series 1

Interpretation:-

Most of the retailers are of the opinion that Coca- Cola products have very good quality amongst other soft drinks. Out of 232 there are 98 retailers who are in the opinion of very good that is percentagewise 42.24%, 84 retailers are of the opinion that the quality is good, where as 34 and 18 retailers are of the opinion of satisfactory and poor respectively.

3) Which factor enables you the most to choose the coca-cola products?

Demand Quality Scheme Margin



97 47 56 32

Percentage:-[%]

Demand Quqlity Scheme Margin41.81 20.26 24.14 13.79

Demand Quality Scheme Margin0

20

40

60

80

100

120

Series 1

Series 1

Interpretation:-

Above data explains that most of the retailers gives preference to demand for dealing with company’s products. About 41.81% retailers consider demand as an effective factor while dealing with company, where as 56 retailers that is 24.14% are consider schemes as an important factor, where 47 retailers that is 20.26 % are consider quality as an influencing factor, where only32 retailers that is 13.7 % consider margin as an influencing factor.

4) What do you feel about the Price of coca-cola products?

Very high High Average Low



62 121 49 0

Percentage:-[%]

Very high High Average Low26.72 52.16 21.12 0

Very high High Average Low0

20

40

60

80

100

120

140

Series 1

Series 1

Interpretation:-

Most of retailers that is out of 232 about 121 feel that the prices of Coca-Cola products are high, percentagewise it is 52.16%. Where about 62 retailers that is 26.72% feel that prices are very high, where as only 49 retailers that is about 21.12% retailers feel the prices are average and no one feel that the prices of Coca-Cola products are low.

5) Are you dealing with other companies?

Yes No

169 63



Percentage:-[%]

Yes No

72.84 27.16

Yes No0

20

40

60

80

100

120

140

160

180

Series 1

Series 1

Interpretation:

Above data indicates that the retailers who are dealing with other companies are 169

[72.84%] , where as the retailers who are not dealing with other companies , that is they are

under monopoly contract are 63 [27.16%].

If yes, then specify....

Pepsi RC cola Parle Local brands



106 15 39 9

Percentage:-[%]

Pepsi RC cola Parle Local brands

62.72 8.88 23.08 5.32

Pepsi RC cola Parle Local brands0

20

40

60

80

100

120

Series 1

Series 1

Interpretation:

Most of the retailers that is 106 [62.72%] are dealing with Pepsi other than Coca-Cola

products, where as 39 [23.08%] retailers are dealing with Parle products like frooti, where as

15 [8.88%] are dealing with RC cola, and 9 [5.32%] retailers are dealing with other local

brands like Sosyo, other than Coca-Cola products.

6). Which schemes you like the most?



Free bottle on crates

Monopoly discount Brand display schemes

Taget based profit

109 63 44 16

Percentage:-[%]

Free bottle on crates

Monopoly discount Brand display schemes

Taget based profit

46.98 27.16 18.96 6.90

Free bottles on crates

Monopoly discount

Brand display schemes

Target based profit0

20

40

60

80

100

120

Series 1

Series 1

Interpretation:-

The above data shows that out of 232 retailers about109 that is 46.98% like to have more of free bottles schemes, as it leads to directly increase in their profit. Other 63 [27.29 %] retailers are interested in having monopoly discount that includes selling of Coca-Cola products exclusively, where about 44 [18.96 %] retailers are interested in brand display schemes and 16 [6.90 %] are interested in target based profit as promotional schemes.

7) How many times do you face seasonal shortage of brands?



0 time 1 time 2-3 times More than 3 times9 60 102 61

Percentage:-[%]

0 time 1 time 2-3 times More than 3 times3.88 25.86 43.97 26.97

0 time 1 time 2-3 times More than 3 times0

20

40

60

80

100

120

Series 1

Series 1

Interpretation:-

Above graph explains that about 102 [43.97%] retailers are facing seasonal shortage 2-3 times in particular season, where about 61 [26.97%] retailers are facing seasonal shortage more than 3 times, where 60 [25.86%] are facing seasonal shortage 1 time and about 9 [3.88%] retailers are facing seasonal shortage 0 time.

8) Do you have proper accessibility of coca-cola products?



Yes Less frequently No137 53 42

Percentage:-[%]

Yes Less frequently No59.05 22.84 18.11

Yes Less frequently No0

20

40

60

80

100

120

140

160

Series 1

Series 1

Interpretation:-

The data explains that 137 [59.05%] retailers says that theu have proper accessibility to company’s products, where 53 [22.84%] retailers says that they have proper accessibility of goods less frequently, where 42 [18.11%] are of the opinion that they don’t have proper accessibility towards company’s products.

9) Problem solving approach of coca-cola officials?



1-2 days 2-3 days 3-4 days More than 4 days7 16 81 128

Percentage:-[%]

1-2 days 2-3 days 3-4 days More than 4 days3.02 6.9 34.91 55.17

1-2 days 2-3 days 3-4 days More than 4 days0

20

40

60

80

100

120

140

Series 1

Series 1

Interpretation:

The above data explains that 128 [55.17%] retailers are in the opinion that it takes more than 4 days to resolve the problem, where 81 [34.91%] retailers are of the opinion that it takes 3-4 days to resolve the problem, 16 [6.9%] and 7 [3.02%] retailers are of the opinion that it takes 2-3 days and 1-2 days respectively.

10) Do you have any complaints about the products and services?



Yes No

225 7

Percentage:-[%]

Yes No

96.98 3.02

Yes No0

50

100

150

200

250

Series 1

Series 1

Interpretation:

The data explains that out of 232 retailers 225 [96.98%] are saying they are facing problems about products and services while dealing with company’s goods, where about 7[3.02%] retailers are of the opinion that they don’t face problem.

If yes, then what kind of problems do you face, specify:



Maintenance of coolers Replacement Schemes45 141 39

Percentage:-[%]

Maintenance of coolers Replacement Schemes20 62.67 17.33

e Maintenance of coolers Replacement Schemes0

20

40

60

80

100

120

140

160

Series 1

Series 1

Interpretation:

Above data explains that what type of problems the retailers are facing. It explains that141 [62.67%] retailers are facing problem of replacement of goods, where 45 [20%] retailers are facing problem of maintenance of coolers, where 39 [17.33%] retailers are facing scheme related problems. So, it can be understood that most of the retailers are facing replacement related problems.

11) Do you have any suggestions to improve the service of coca-cola products?



Yes No204 28

Percentage:-[%]

Yes No87.93 12.07

Yes No0

50

100

150

200

250

Series 1

Series 1

Interpretation:

The data given above explains the number of retailers who are facing some problems and want to give suggestions for improving the services given by the company. About 204 [87.93%] retaiolers says that they want to give suggestions to improve services, where 28[12.07%] retailers don’t want to give any suggestions.

If Yes, then which of the following suggestions you would like to give?



On time delivery Inrease in promotional schemes

Quick problem solving approach

47 92 65

Percentage:-[%]

On time delivery Inrease in promotional schemes

Quick problem solving approach

23.04 45.1 31.86

On tim

e deli

very

Incr

ease

in pro

motio

nal sc

hemes

Quick pro

blem so

lvin

g appro

ach

0

20

40

60

80

100

Series 1

Series 1

Interpretation:

Most of the retailers that is 92 [45.10%] out of 204 want to give suggestions, that the company should increase in various promotional schemes given, where as 65 [31.86%] retailers want the company should work on quick problem solving approach, where as 47 [23.04%] retailers want that the company should improve its delivery system.



CHAPTER-IX[Findings and conclusions]

Findings:-



Mos t o f t he r e t a i l e r s a r e dea l i ng w i th t he company fo r qu i t e a l ong

t ime , so t hey a r e i n a be t t e r s t a t e t o g ive impor t an t i n fo rma t ion abou t

t he s a t i s f ac t i on l eve l .

Mos t o f r e t a i l e r s a r e hav ing p rob l em wi th t im ing and f r equency o f van .

Company shou ld i nc r ea se t he f r equency o r add more veh i c l e s .

The p romot iona l s t r a t egy i s be t t e r t han t ha t o f i t s compe t i t o r , bu t t hey

need t o r ev i s e some s t r a t eg i e s t o s a t i s fy t he r e t a i l e r s .

Mos t o f t he r e t a i l e r s a r e ve ry much s a t i s f i ed w i th t he qua l i t y p rov ided

by t he company .

The marke t sha r e o f coke p roduc t s i s h ighe r t han t he o the r p roduc t s .

Thumps-up i s t he l e ad ing b r and o f coca -co l a i n d i f f e r en t r eg ions .

Mos t o f t he r e t a i l e r s a r e f a c ing s ea sona l sho r t age o f t he p roduc t s .

Sa l e s o f coke a r e i nc r ea s ing r ap id ly i n Ahmedabad marke t whe re i do

work s t udy .

Re ta i l e r s p l ay an impor t an t r o l e wh i l e s e l l i ng p roduc t s a s t hey can

d ive r t t he de s i r e o f a cus tomer by p rov id ing s ame t h ing o f o the r b r ands .

Mos t o f t he r e t a i l e r s a r e i n t e r e s t ed i n f r e e bo t t l e s cheme a s i t l e ads t o

i nc r ea se t he i r ma rg in .

The ma jo r compe t i t o r s o f Coca -Co la a r e Peps i and Pa r l e a s f a r a s t he

l oca l Ahmedabad marke t i s conce rned .

Some r e t a i l e r s compla in abou t t he s e rv i ce & r epa i r o f coo l e r s .

Re ta i l e r s f a ce t he p rob l em o f commun ica t i on o f t he s chemes a s

t he o f f e r ed s chemes a r e no t f u l l y p rov ided t o t hem.

Coca -co l a i s t he ma rke t l e ade r i n ove ra l l ma rke t .

I t t ake s ave rage 3 -4 days t o so lve t he p rob l ems o f r e t a i l e r s .

Mos t o f t he r e t a i l e r s wan t t he company t o i nc r ea se i n i t s va r i ous

p romot iona l s chemes .

I f d i s cus s ing s chemes & d i s coun t s , Peps i i s p rov id ing more

s chemes t han t he Coca -Co la . [D i scus s ion w i th r e t a i l e r s ] . .



Rep lacemen t o f t he p roduc t i s one o f t he ma jo r p rob l em o f t he

r e t a i l e r s .

Mos t o f t he r e t a i l e r s t h inks t ha t t he p r i c e s a r e ve ry much h igh and

i n some b rands i t keep on f l uc tua t i ng . e .g . [Minu t e Ma id Pu lp i

Orange ] .

Demand , s chemes and qua l i t y a r e t he mos t a f f ec t i ng f ac to r f o r t he

r e t a i l e r s t o dea l w i th t he company .

Limitations of the study :-



The s t udy was r e s t r i c t ed t o on ly 232 s amp le s i z e so , t he i n t e rp r e t a t i ons

& f i nd ings a r e a cco rd ing ly t o i t on ly .

The t ime pe r i od o f 6 -8 weeks was t he ma jo r l im i t a t i on .

Due t o t he t ime cons t r a in t s t he s t udy was no t ab l e t o i nc lude more

r e t a i l e r s .

To conv ince t he r e t a i l e r f o r a p rope r i n t e rv i ewing p roce s s was a l so

d i f f i cu l t .

Re ta i l e r s some t imes g ive wrong da t a .

Non-co -ope ra t i ve behav iou r o f r e sponden t was a b ig p rob l em in t h i s

su rvey .

The ana ly s i s o f p ro j ec t was ba sed on obse rva t i ons and i n t e rp r e t a t i on on

t he ba s i s o f s amp le su rvey .

Anothe r l im i t a t i on cou ld be l a ck o f knowledge . Be ing a s t uden t I

unde r t ake t h i s p ro j ec t a s a l e a rn ing expe r i ence . I have made many

mi s t akes and t hen l e a rned f rom them. I have t r i ed my be s t t o be a s

au then t i c and a s a ccu ra t e a s pos s ib l e i n t he r e sea r ch ana ly s i s t ak ing t he

he lp o f my p ro j ec t men to r on r e l evan t p r ima ry and s econda ry da t a .

Limi t ed knowledge o f t he r e sea r che r i n t he f i e l d o f r e sea r ch may l e ad

t o i n t e rp r e t a t i on e r ro r s .

Cer t a in r e t a i l e r s we re no t comfo r t ab l e i n r evea l i ng t he f i gu re s and da t a ,

a s t hey wan t t o keep i t con f iden t i a l .

The r e sponden t s may be ba sed o r i n f l uence by o the r f a c to r .

The p ro j ec t i on i s pu re ly ba sed on ve rba l mee t i ngs and may be

i n f l uenced by unp receden t ed f ac to r s .

The r e sea r ch was ba sed on p r ima ry co l l e c t i on o f da t a so t he r e may be

chances o f human e r ro r and b i a snes s .

Suggest ions and recommendations: -

The company shou ld measu re r e t a i l e r s ’ s a t i s f ac t i on r egu l a r l y .



Company can i nc r ea se t he s a l e s i f i t w i l l cons ide r more on r e t a i l e r s ,

t he i r sugges t i ons o r compla in t s abou t s e rv i ce and p roduc t so t ha t

nece s sa ry ac t i ons c an be t aken .

Rev iew mee t i ng shou ld be o f t en he ld so t ha t t he work ing pa t t e rn o f t he

s a l e s peop l e c an be checked and improved i f needed .

Company r ep re sen t a t i ve s shou ld v i s i t r e t a i l e r s and shou ld make a l ong -

t e rm l i a i son w i th r e t a i l e r s so t ha t t hey can push t he p roduc t .

Dis t r i bu t e r s shou ld be conv inced t o pa s s t he i ncen t i ve s t o t he r e t a i l e r s

so t ha t t hey a r e mo t iva t ed t o p romote t h i s b r and .

Inc r ea se t he number o f r e t a i l e r s a s t h i s w i l l he lp i n mak ing h igh s a l e s

vo lume .

Cash d i s coun t shou ld be g iven &i t shou ld be compe t i t i ve and l u r i ng .

Try t o ma in t a in t he good image o f t he monopo ly ou t l e t s i n ma rke t by

deve lop ing t he image i . e . by g low boa rds , s i gn boa rds , and po in t o f s a l e

ma t e r i a l (P .O .S .M) and by p rov id ing good qua l i t y s e rv i ce s . By t h i s t he

monopo ly o f t he r e t a i l e r w i l l con t i nue and i t w i l l p romote o the r

r e t a i l e r s t o adop t Coke monopo ly .

Company shou ld a l so a t t a i n t o sma l l ou t l e t s so t ha t t he r e s a l e s c an

i nc r ea se .

Now company shou ld l aunch new t a s t e o f so f t d r i nks l i ke r e cen t l y

l aunched Minu t e Ma id & a l so l aunched new p roduc t i n ano the r

f l avou r s .

Company r ep re sen t a t i ve s shou ld s ea r ch new a r ea s fo r i nc r ea se i n s a l e s .

In w in t e r Sea son company shou ld g ive more d i s coun t & schemes t o t he

r e t a i l e r s so t hey s e l l more ou r p roduc t .

Company mus t make agg re s s ive & new s t r a t eg i e s t o f i gh t w i th ma jo r

compe t i t o r s and l oca l co ld d r i nks b r ands .

Company shou ld p romote new r e t a i l e r s .

I f pos s ib l e t r y t o g ive more d i s coun t s and s chemes .

Supp ly and d i s t r i bu t i on sy s t em shou ld be improved



The company shou ld work ou t i n t he i r compla in t s r ega rd ing t o t he

V i s i coo l e r ma in t enence .

Company shou ld g ive p rope r and t ime ly s chemes t o t he ou t l e t .

Overa l l s e rv i ce s shou ld be improved fo r ge t t i ng more s a l e s and t o

con t i nue t o be t he ma rke t l e ade r .

Company shou ld t ake s e r i ous ly t he p rob l em o f r ep l acemen t a s

mos t o f t he r e t a i l e r s a r e f a c ing t he s ame p rob l em, and t ake

immed ia t e a c t i ons t o r e so lve i t .

Conclusion:-



On the basis of findings derived from the survey of satisfaction level of retailers it is found

that the retailers are not fully satisfied with company’s services, as no. of retailers are facing

various problems such as delivery, replacement, maintenance of coolers, proper

communication of schemes, etc.

It is also found that the retailers are happy with the quality of the products as compare to its

competitors, but they are not happy with the frequent price change.

Here I want to conclude that company is having good amount of market acceptance, but still

the company need to improve all the suggestions given above to increase its market share and

retailer’s response towards products over their competitors.

As retailers are more interested in various schemes and discount, the company should take

positive action in this matter, and should give various schemes to attract various existing as

well as new retailers.



CHAPTER-X[Geo code – project:II]



Geographic code:- [Geo code]:-

This small project is mainly concerned with tracking of exat locations of the retailers

with the help of GPS tracker that track the location by punching the longitude and latitude of

the location that helps the company to make such a route for the sales men that helps the

company to minimise its cost and the travelling.

Objectives of the study:-

To minimise the travelling route and the transportation cost and time.

To know the exat location of the outlet.

The data are gathered for 232 outlets, which includes tracking of various locations on the

basis of signals derived from the satellite.

After tracking locations of 232 outlets, all the data are then entered in a special software, that

helps to determine the routes that minimise the cost of travelling for salesmen.

Project Work:



The company is about to implement a new system that helps to minimise routes and

cost, and also wants to improve the delivery system.

In this project work I was assigned a task of punching longitude and latitude of 232

retail outlets, with the help of GPS tracker that works on the basis of satellite signals.

The shortest route forming process is very helpful for the salesmen as they are facing

lots of difficulties to find the location and deliver the ordered products in time.

The location of various outlets are tracked when the signals and their accuracy is

attained, then the punching is done and longitude and latitude points are written,

which are the indicators of the location.

The longitude and latitude points are tracked from less than 25 feet accuracy, it means

the location punched should not more than 25 feet away as it leads to wrong data

about the location. It is very important to track the exat longitude and latitude points

as the whole route forming process depends on accurate data collection.



CHAPTER-XI[Annexture]

Questionnaire :

Dear Respondent,



I am an M.B.A student from K.J. Institute of Management, Vadasma, Dist-

Mahesana. The purpose of our research is to know “The satisfaction level of retailers of

Ahmadabad city”.

I am requesting you to fill up the following questionnaire with the assurity that the

purpose of this research is truly academic.

Personal Details:-

Name: - ___________________________________________

Address: - __________________________________________

___________________________________________

Type of Outlet: - ___________________________________________

1) How long you are dealing with Coca-Cola products?

[ ] Less than 1 year

[ ] 1-3 years

[ ] 4-7 years

[ ] 8-10 years

2) What do you feel about Quality of coca-cola products?

[ ] Very Good

[ ] Good

[ ] Satisfactory

[ ] Poor

3) Which factor enables you to choose the coca-cola products?



[ ] Demand

[ ] Quality

[ ] Schemes

[ ] Margin

4) What do you feel about the Price of coca-cola products?

[ ] Very High

[ ] High

[ ] Average

[ ] Low

5) Are you dealing with other companies?

[ ] Yes

[ ] No

If yes, then specify

___________________________________________

6). Which schemes you like the most?

[ ] Free bottles on crates

[ ] Monopoly discount

[ ] Brand display scheme

[ ] Target based profit

7) How many times do you face seasonal shortage of brands?

[ ] o times



[ ] 1 time

[ ] 2-3 times

[ ] More than three times

8) Do you have proper accessibility of coca-cola products?

[ ] Yes

[ ] Less Frequently

[ ] No

9) Problem solving approach of coca-cola officials?

[ ] 1-2 days

[ ] 2-3 days

[ ] 3-4 days

[ ] More than 4 days

10) Do you have any complaints about the products?

[ ] Yes

[ ] No

If yes, specify the reason,

___________________________________________

11) Do you have any suggestions to improve the service of coca-cola products?

[ ] Yes



[ ] No

If yes, then which of the following suggestions you would like to give?

[ ] On time delivery

[ ] Increase in various schemes given

[ ] Quick approach to problem solving

Geo code sheet:-



CHAPTER-XII [Bibliography]


DA301346 Paras Traders RA3039 N23.04533 E72.55653DA301347 Padmavati Provision RA3030 N23.04482 E72.55113DA301379 ST.Xaviers CANTEEN RA3039 N23.03731 E72.55607DA301414 Shivam Coldrinks RA3039 N23.04688 E72.55368DA301432 Tushar Provision RA3039 N23.03971 E72.56333DA301495 Shreeji Zerox RA3030 N23.04462 E72.55492DA301588 Krishna dairy Six RD RA3039 N23.03852 E72.55880DA301590 Krishna Dairy Gopalnagar RA3029 N23.03244 E72.56105DA301599 Mahavir Enterprise RA3039 N23.04649 E72.55565DA301628 Sunil Pan_Stadium RA3039 N23.03983 E72.56288DA301691 Santosh sand wich RA3039 N23.04769 E72.55703DA301715 R G Health Care RA3039 N23.03851 E72.55879DA301928 Gujarat Pan LAKHUDI RA3039 N23.04475 E72.36109DA302942 Hotel anmol Internationa RA3039 N23.04474 E72.55504DA302943 China town resturant RA3039 N23.03987 E72.56104DA302957 Tawah Majik RA3030 N23.04211 E72.55057DA302986 Zen Cafe RA3039 N23.03763 E72.54856DA302995 Jai Bhairav Parlour RA3039 N23.03999 E72.56360DA303002 H.L.BBA CANTEEN RA3039 N23.04478 E72.55501DA303032 Vishesh Enterprises RA3039 N23.04532 E72.55612DA303198 Ashapura Dairy Parlour RA3039 N23.04587 E72.55505DA303200 Ashamandir Telecome RA3043 N23.00010 E72.54639DA303215 Nidhi Hospital RA3039 N23.04002 E72.56130DA303224 Karnavati Snaks RA3043 N23.00577 E72.55546DA303263 ami provisioin store RA3039 N23.04012 E72.55734DA303483 Puja Pan Parlour RA3039 N23.03996 E72.55988DA303525 Darbar Pan Parlour RA3030 N23.04379 E72.55488DA303547 Laxmi Pan Parlour RA3039 N23.03848 E72.55873DA303563 Vivek Provision Stores RA3039 N23.04571 E72.55481DA303567 Vishal Bakery Point RA3039 N23.03851 E72.55882DA303718 MOMAI PAN PARLOUR RA3030 N23.04767 E72.59997DA303742 Jai bhairavnath kirana s RA3030 N23.04595 E72.55502DA303806 Jay Ambe Bhojanalay RA3030 N23.04535 E72.55494DA303840 Titanic Pan Parlour RA3030 N23.09762 E72.59450DA303919 Pappu Pecial Paratha ( P RA3030 N23.04231 E72.55031


Websites:-

www.foodindustryindia.com

www.coca-colaindia.com

www.coca-cola.com

www.indiaretailing.com

www.google.com

Literature and Books:-

Business statistics by [KEN BLACK]

Internal company circulars

Research Methodology & Operation Research by [ COOPER]


http://www.google.com/

http://www.indiaretailing.com/

http://www.coca-cola.com/

http://www.coca-colaindia.com/


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