Chapter 1 o o o o o o Introduction of the company History & Development Product & Branding Co e plant in Patna Business plan model

Mission, Vision & Value

Coca-Cola, the product that has given the world its best- nown taste was b orn in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, mar eter and distributor of non-alcoholic beverage conc entrates and syrups, used to produce nearly 400 beverage brands. It sells bevera ge concentrates and syrups to bottling and canning operators, distributo rs, fountain retailers and fountain wholesalers. The Companys beverage pro ducts comprises of bottled and canned soft drin s as well as concentrates, syrups and not-ready-to-drin powder products. In addition to this, it also produces and mar ets sports drin s, tea and coffee. The Coca- Cola Company began building its global networ in the 1920s. Now operating in more than 200 count ries and producing nearly 400 brands, the Coca-Cola system has successfully appl ied a simple formula on a global scale: Provide a moment of refreshment for a sma ll amount of money- a billion times a day. The Coca- Cola Company and its networ of bottlers comprise the most sophisticated and pervasive production and distribution system in the worl d. More than anything, that system is dedicated to people wor ing long and har d to sell the products manufactured by the Company. This unique worldwide sy stem has made The Coca-Cola Company the worlds premier soft-drin enterp rise. From Boston to Beijing, from Montreal to Moscow more than any other consum er product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. The Company aims at increasing shareowner value over time. It accomplishes this by wor ing with its business partners to deliver satisfaction and value to cons umers through a worldwide system of superior brands and services, thus increasin g brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providin g an appropriately controlled environment, to meet business goals and objectives . The associates of this Company jointly ta e responsibility to ensure complianc e with the framewor of policies and protect the Companys assets and re sources while limiting business ris s. The biz. system of coca-cola in India d

irectly employs approximately 6,000 people, & indirectly creates employment for many more related industries through our wash procurement, supply and distributi on system. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises owned bottling operations. On the distribution front, 10 tone truc s, 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 responsible for the manufacturing, distribution & sales of prod uct across the country.

HISTORY OF SOFT DRINK IN BIHAR When Coca- Cola re-entered the Indian mar et The Hindustan Coca cola Beverages Pv t. Ltd. Of Patna, Bihar on lease for 20 years in 1997 -98 started its operation. The first product launched by Hindustan Coca-Cola Beverages Pvt. Ltd. Of Patna was Coca- cola and after that all the remaining products came in the Bihar mar et. At present the wor force capacity of the Hindustan Coca Cola B everages Pvt. Ltd. is 126 including all the departments. The soft drin mar et in India is quite wide. The production of soft drin in Bihar was stated on 27th March 1967 with installation of a Coca Cola bottling plant in Jamshedpu r under the auspicious guidance of late industrialist Mr. Dharma Chad Kumar which was named as Steel city Beverages Pvt. Ltd. The company controlled t he lions share in the soft drin mar et for nearly 10 years. Parle also entered this field in Bihar with the installation of bottling unit in collaboration with Mr. Rajendra Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with th e advent of Janta Party Government, it created trouble for Coca-Cola whic h led to withdraw its operation from India. After the withdraw of Coca- Co la from India the Parle monopolized the soft drin mar et in Bihar and t oo a lions share of the beverages product from the industry even after Mc. Dowe ll pure drin s and local drin s entered into the mar et. They would not complete with Parle. Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the India mar et. It shared its bottling of product s in Bihar by Steel city Beverages Company on 24th March 1991 owned by Kaman i s collaboration with Birla Group, which was once the bottling plant for Coca-Cola. After the re-entry of Co e in 1993 the mar et scenario of Bihar also changed dramatically. Coca cola establishes its bottling plant in J amshedpur (Now in Jhar hand) and Patna to counter its archrival Pepsi. A soft dr in is a non-alcoholic beverage. It is artificially flavoured and content no fru it juice or pulp. The invent of soft drin is really a classic example of today s mar eting theory which says The real mar eting spirit of mar eting man lies beh ind the fact of identifying a need, a real need of consumer and providing him t he product to fulfil his need.

HISTORY OF SOFT DRINK IN INDIA The first brand of soft drin Gold spot established 53 years ago. Before all emp owering Coca-Cola entered the country to dominate the soft drin mar et, the his tory of soft drin in India is quite drin ing old. Down the ages, people consum e soft drin to give them a refreshing feeling. Gold spot is considered as the f irst brand of soft drin in India, it was introduced in 1965. Coca- cola at the same time entered the Indian mar et and dominated the whole mar et. It faced no though competition from the domestic mar et. Due to certain circumstances the C oca cola Company discontinued its operations in India. In 1993 Coca Cola was lau nched in Agra (India) again with a slogan of "OLD WAVE HAVE COME AGAIN" Joining the hand with Parle export Pvt. Ltd., The Company was trying its best to

regain prestige which it had before. At present only Coca-Cola and Pepsi Fo od are giving tough competition to each other. Coca-Cola was the first foreign d rin came in India in the year 1965. Coca cola had a very good beginning in th e Indian mar et and it hardly faced any competition in India. The mar eting people did not even require advertising Coca- Cola. This extra ordinary success of soft drin could be attributed to following factors. Later in 1970, it introduced Limca a lemony soft drin . Before limca they had tentati vely introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation with Coca-Cola. The Indian drin had a significant oppo rtunity in 1977 when Coca-Cola decided to wind up its operation rather than bowi ng to the government of India insistence of dilution of equity.

HISTORICAL BACKGROUND OF COCA COLA Coca-Cola is a very popular cola (a carbonated soft drin ) sold in stores and re staurants in more than 200 countries. lt is produced by the Coca-cola Company wh ich is also often referred to as simply Coca-cola or co e. Co e is one of the w orld s most recognizable and widely sold commercial brands; its major rival is P epsi. Originally intended as a patent medicine when it was invented in the 19t h century, Coca-cola was bought out by businessman Asa Griggs Candler, w hose mar eting tactics led Co e to its dominance of the world soft drin mar et throughout the 20th century. The Coca -cola Company owns and mar ets other soft drin s that do not carry th e Coca cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In Atlanta, Georgia, by JohnS. Pemberton, originally as a coca wine caned Pembe rton s French, Wine coca in 1885. He was . inspired by the formidable success of European Angelo Mariani s coca wine Mariani.

Various products of Cocacola in Bihar Cocacola Thumsup Limca Fanta Sprite Maaza Pulpy Orange Kinley Nimboo Fresh

PRODUCT HIGHLIGHT

Coca-Cola returned to India in 1993 and over the past ten years has captured cin ema industry, music etc. the imagination of the nation, building strong associat ions with cric et, the thriving Coca- Cola has been very strongly associated wit h cric et, sponsoring the World Cup in 1996 and various other tournaments, inclu ding the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola s advertising campaigns Jo Chaho Ho Jaye and Life hoto Aisi were very popular and had entered the youth s vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab Coca-Cola" which s y-roc eted the brand to ma e it India s favourite soft-drin brand. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cric eters such as Srinath, Sourav Ganguly, southern celebr it ies li e Vijay in the past and today. Its brand ambassadors are Aamir Khan and H rithi Roshan. Glass PET Can 200ml, 300ml 600ml, 1.2L, 2L, 2.25L, 6 330ml

Thums Up is a leading carbonated soft drin and most trusted brand in India . Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is nown for its strong, fizzy taste and its confident, mature and uniq uely masculine attitude. This brand clearly see s to separate the men from the b oys. Glass Pet 200ml, 300ml Can 600ml, 1.2L, 2L, 2.25L 330ml

Lime n Lemoni Limca, Derived from nimbu + jaisa.. Hence lime sa. Limca has been to its promise refreshment and has been the original thir st choice of millions of consumers for over 3-decades. Born in 1971 has remained unchallenged as the No.1 Spar ling Drin in the cloudy lemon segment.

Internationally Fanta - The orange drin of The Coca-Cola Company is seen as one of the favorite drin s since 1940 s. Fanta entered the Indian mar et in the year 1993. Over the Years Fanta has occupied a strong mar et place and is identi fied as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color; tempting taste and tingling bubbles taste that not just up lifts

feelings but also helps free spirit thus encouraging one to indulge in the mome nt. This positive imagery is associated with happy, cheerful and special times w ith friends. Glass Pet 200ml, 300ml Can 600ml, 1.2L, 2L, 2.25L 330ml

Worldwide sprite is ran ed as the No. 4 soft drin & is sold in more than 19 0 countries. In India, Sprite was launched in year 1999 & today it grown to be one of the fas test growing soft drin s, leading the clear lime category. Today Sprite is perceived as youth icon, why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp re freshing taste encourages the today s youth to trust their instincts, influence them to be true to whom they are and to obey their thirst. Glass Pet 200ml, 300ml Can 600ml, 1.2L, 2L, 2.25L 330ml

Maaza was launched in 1976. Here was a drin that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca- Cola India. Maaza currently dominates the f ruit category. Over the year, brand Maaza has become synonymous with Mango. This has been the r esult of such successful campaigns li e Taaza Mango, Maaza Mango and Botal Mein Aam , Maaza hai Naam consumers regard Maaza as wholesome, natural, fun drin which de livers the real experience of fruit. The current advertising of Maaza, position it as an enabler of fun friendship mo ments between moms and ids as moms trust the brand as the ids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline Yaari Dosti Taaza M aaza. GLASS TETRA MOBILE PET 200ml, 300ml 200ml 600ml 1.25ml

Minute maid Pulpy orange The brand launched in its internationally success ful minute maid pulpy Orange Avatar is a naturally refreshing juice drin which offers an Unmatched taste experience to consumers due to the presence of r eal orange pulp This innovative consumer proposition is best explained by The bran d tagline Refreshing orange, surprisingly pulpy. Minute maid Pulpy orange has been made available in two PET pac -sizes on the go1.25 litre bottle, priced at Rs.2 5 and 70 respectively. MOBILE 250ml,400ml 1.L PET

Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the m ost basic need of life, the very sustenance of life, a celebration of life itsel f. The importance of water can never be understated Particularly in a nation such a s India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub continent. Kinley water understands the importance and value of this life giving force. Kin ley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of Safety from the Coca-Cola Company. That is why we introduced Kinley with reverse- osmosis along with the latest technol ogy to ensure the purity of our product. Thats why we go through rigor our testin g procedures at each and every location where Kinley is produced. Because we bel ieve that right to pure, Safe drin ing water is fundamental. A universal need, t hat cannot be left to chance. THE COCA-COLA S PATNA PLANT Co e begins its operation on 4th Sept. 1998 by ta ing over the franchise bottler . It is located at E-I Industrial Area, Patliputra. Plant is spread over an area o f 1.75 acres and houses most sophisticated machinery to produce coca-cola and ma ny other brands mar eted by the company. The plant can produce around 24000 cases of soft drin s per day and employees 11 3 wor ers to do the same

MANUFACTURING UNIT OF HCCBPL (PATNA)

BUSINESS PLAN MODEL DISTRIBUTION NETWORK HCCBPL has a wide and well managed networ of salesmen appointed for ta ing up the responsibility of distribution of products to diver se parts of the cities. The distribution channel sere constructed in such a way that the de mand of customers is fulfilled at the right place and the right time when it is needed by them.

 A typical distribution chain at HCCBPL would be: The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, wh ich is to be followed by him on a daily basis. A detailed and well organize d distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to h igher profits to the firm. DISTRIBUTION ROUTES The various routes formulated by HCCBPL for distribution of products are as foll ows: 1. Key Accounts:-The customers in this category collectively contribute a large chun of the total sales of the Company. It basically consists of organizations that buy large quantities of a product in one single transa ction. The Company provides goods to these customers on credit, payments bei ng made by them after a certain period of time i.e. either a month of half a month. Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc. 2. Future Consumption:-This route consists of outlets of Coca-Cola products , wherein a considerable amount of stoc is ept in order to use for future cons umption. The stoc does not exhaust within a day or two, instead as and when req uired stoc s are stac ed up by them so as to avoid shortage or non-availability of the product. Examples:-Departmental stores, Super mar ets etc. 3. Immediate Consumption:-The outlets in this route are those which require stoc s on a daily basis. The stoc s of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little in to the next day i.e. the products are consumed at a fast pace. Examples:-Small sized bars and restaurants, educational institutions etc. 4. General:-Under this route, all the outlets that come in a particular are a or an area along with its neighbouring areas are catered to. The consumption period is not ta en into consideration in this particular route. DISTRIBUTION SYSTEM 1.Direct distribution:-In direct distribution, the bottling unit or the bottler partner has direct control over the activities of sales, delivery, and merchandi sing and local account management at the store level. 2.Indirect distribution:-In indirect distribution, an organization which is not part of the Coca-Cola system has control on one or more of the distribution elements (Sales, delivery, merchandising and local account manag ement) 3.Merchandising:-Merchandising means communication with the consumer at the poin t of purchase to convey product benefit, value and Quality. Sales people and del ivery personnel both have this responsibility. In certain locations special tea ms who go into business locations to specifically merchandise our products. DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: 1.Distribution Department:-It appoints distributors and establishes a distributi on networ , processes approved sale orders and prepares invoices, arranges logis tics and ship products, co-ordinates with distributors for collections and mo nitors distribution stoc s and their set-up.

2.Finance Department:-It chec s credit limits and approves sales orders in compl iance with the credit policy followed by the firm, records collections from dis tributors, periodically reconciles outstanding balances from distributors obtain s balance confirmation from distributors and follows up outstanding balances. 3.Shipping or Warehousing Department:-It dispatches goods as per approved by ord er, ensures that stoc s are dispatched on a FIFO basis, ensures physical control over load out area and updates warehouse stoc records in a timely manner.

MISSION, VISION AND VALUE :Our mission, vision and values outline who we are, what we see to achieve, and how we want to achieve it. They provide a clear direction for our Company and h elp ensure that we are all wor ing toward the same goals. OUR MISSION Our mission declares our purpose as a company. It serves as the standard agains t which we weigh our actions and decisions. It is the foundation of our Manifest o. To refresh the world in body, mind and spirit. To inspire moments of optimism through our brands and our actions. To create value and ma e a difference every where we engage. OUR VISION Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. People:-Being a great place to wor where people are inspired to be the best the y can be. Bringing to the world a portfolio of quality beverage brands that anti cipate and satisfy people s desires and needs. Partners:- Nurturing a winning networ of customers and suppliers, together we c reate mutual, enduring value. Planet:- Being a responsible citizen that ma es a difference by helping build and support sustainable communities. Profit:-Maximizing long-term return to shareowners while being mindful of our overall responsibilities. Coca-Cola is guided by shared values that both th e employees as individuals and the Company will live by; the values being.

Values LEADERSHIP:-The courage to shape a better future PASSION:-Committed in heart and mind INTEGRITY:-Be real ACCOUNTABILITY:-If it is to be, it s up to me COLLABORATION:-Leverage collective genius INNOVATION:-See , imagine, create, delight QUALITY:-What we do, we do well

FIGURE: VISION FOR SUSTAINABLE GROWTH

Chapter 2 Competitors to HCCBPL Organization Chart

COMPETITORS TO HCCBPL The competitors to the products of the company mainly lie in the non- alcoho lic beverage industry consisting of juices and soft drin s. The ey competitors in the industry are as follows:-

A.

Pepsico.

The PepsiCo challenge, to eep up with archrival, the Coca- Cola Company never e nds for the World s 2, carbonated soft-drin ma er. The company s soft drin s in clude Pepsi, Mountain Dew, and Slice. Cola is not the company s only beverage; P epsiCo sells Tropicana orange juice brands, Gatorade sports drin , and Aquafina water. PepsiCo also sells Dole juices and Lipton ready-to-drin tea. PepsiCo and Coca-Cola hold together, a mar et share of 95% out of which 60.8% is held by Co ca-Cola and the rest belongs to Pepsi.

B.

Nestle

.Nestle does not give that tough a competition to Coca-Cola as it mainly deals w ith mil products, Baby foods and Chocolates. But the iced tea that is Nestea wh ich has been introduced into the mar et by Nestle provides a considerable amount of competition to the products of the Company. Iced tea is one of the closest s ubstitutes to the Colas as it is a thirst quencher and it is healthier when comp ared to fizz drin s. The flavoured mil products also have become substitu tes to the products of the company due to growing health awareness among people.

C.

Dabur

Dabur in India, is one of the most trusted brands as it has been operating ev er times and people have laid all their trust in the Company and the products of the company. Apart from food products, Dabur has introduced into the mar et Rea l Juice which is pac aged fresh fruit juice. These products give a strong compet ition to Maaza and the latest product Minute Maid Pulpy Orange.

D.

Parle Agro

1.Frooti: Launched in 1985 as a mango drin , Frooti is the first beverage to be launched in tetra pac aging in India. Frooti is Indias favorite Mango drin and i s ran ed amongst the most trusted brands in numerous national surveys. 2.Appy Fizz: Launched in 2005, Appy Fizz is Indias first spar ling apple drin av ailable in a champagne shaped PET bottle. Considered the Champagne of Fruit drin s , Appy Fizz is a one of a ind product in the beverage mar et. Recently, Appy Fi zz has been given a ma eover in terms of a new pac aging. 3.Grappo Fizz: Launched in 2008, Grappo Fizz is a spar ling grape juice drin . C redited with creating the spar ling fruit drin s category in India, Grappo Fizz is along the lines of existing product Appy Fizz. It is purple-red in color and has no close competition in the mar et.

Organizational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

ORGANIGATION STRUCTURE

ORGANIZATION STRUCTURE IN COCA-COLA, INIDA

ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

Chapter o o o

3 Segmentation Model What is red account? Review of literature

SEGMANTATION MODEL Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria : Consumption Pattern Volume Pattern Shoppers Profile SEGEMENT A) E & D B) Convenience C) Grocery A) E & D : Those outlets where people visit to ear of drin are nown and eating and drin i ng outlets. Such as Restaurants and Hotels, Dhabas. B)Convenience : Convenience outlets ate those outlets where people visit regularly for variou s purposes li e stationary shop, S.T.D Booth, Betal Shop and general Store. C)Grocery : Those outlets where people visit to purchase food grains and any of such things for future consumption and called as Grocery shops. Based on Volume Pattern Acco rding to the volume sale in the outlets the company has adopted a unique policy of categorizing the outlets in four different segments such as: DIAMOND GOLD SILVER BRONZE DIAMOND Those outlets, arats. GOLD Those outlets, 99 carats SILVER Those outlets, 499 carats. BRONZE Those outlets, which give an annual sale of Coca - Cola products more than 800 c which give an annual sale of Coca - Cola products less than 500-7 which give an annual sale of Coca - Cola products between 200 to which give an annual sale of Coca-Cola products less than 200 car

ats COSTAMER TYPE DIMOND GOLD SILVER BRONZE VPO SLAB >800 500-799 200-499 <200

RED: A RIGHT EXECUTION DAILY 1.CONCEPT OF RED:Hindustan coca cola Beverages pvt. Ltd. India division Under Eurasia Operating G roup has been wor ing on RED i.e. Right Execution Daily Since FEB 2006. Coca col a company believes that its success depends on their ability to connect with co nsumer by providing them with a wide variety of choices to meet their desire, ne eds and lifestyles choices, company success further depends on the ability of th eir people by execute effectively every day. 2. MEET COCA COLA CUSTOMER:Worldwide the coca cola company is no.1 in sales of spar ling Beverages & juices Drin , as well as no. 2 in sales of soft Drin & no3 in sales of Bottled Water. It s our customers that are largely responsible for this unrelenting success. Who are the customers? Coca -cola customers are grocery stores, restaurants, streets, vendors, mass mer chandisers, conveniences stores drug stores, movie theatres, & amusement par s a mong others. What do they do! Coca-cola customer sells its products to consumers & shoppers, who enjoy the pro ducts at a rate of 1.5 billion servings a day. Why is their role important? Coca cola customers ma e it possible for consumer & shoppers in local communitie s around the world to purchase & its broad purchase & enjoy its broad portfolio of quality beverages.

Mar et segmentation under RED. Coca-cola company mar et can be segmented in RED along 3 lines - channel cluster , outlet volume and locality income. Number of shoppers or consumer in the given universe Coca cola attract the population by executing the following activities. Bringing the cooler at the entrance. Fixing the standee, sign at the entrance. Fixing the combo Board at the entrance. How coca induce for the incident? BY putting cooler in prime position. By eeping the cooler pure & clean. By doing Rac Display. By fixing combo Board. By doing Table activation. Counter Top Display.

Outlet Activation According to RED (Right Execution daily) RED (Right Execution Daily): It means to maintain the vision according to a fix set of co e product which is nown as COLOJ-K, it means the set will follow a particular brand order. ThumsUp will ta e first place after t.4.at sprite or Limca , Fanta, Maaza and water o r soda will ta e this RED also ta e care of the S.G.A ( Sells Generating Assets) Activation- Activation means doing things in and around the co e outlet that tri ggers Consumption / Purchase of Coca-Cola Products. The important parts of activation are: Placement of visi cooler at It spot location Availability o f the products. Right location of display racers. Impactful Communication of price message. The visi cooler standards of all the channels Low Medium High Diamond 20c/s 20c/s 20c/s Gold 7c/s 9c/s 9c/s Silver 4c/s 4c/s 7c/s Bronze Ice Box Ice Box Ice Box To measure the impact of Right Execution Daily (RED) a survey is done by A.C. Ni elsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all the RED activated outlets and benchmar s it on the prescribed Merchandising sta ndards of RED. A monthly report is send to Hindustan Coca- Cola Beverages Privat e Limited. The report is called as to create the Red Report A.C. Nielsen as s a set of question from the retailers which are as follows: Related to Visi cooler: Is Cooler in the Hot Spot Location? Does it have all the products of Coca-Cola available? Is the display of the Coca-Cola display of the products in a standar d such as sprite, Thums up, Maaza, Fanta and Limca",) Is cooler wor ing properly? Is the cooler pure? Related to Price Communication: Is there proper price display of the products? Related to product availability: All the brands should be present in the ever y distribution channel but main con cern is that 300 ml should be present in the every channel and 600 m1 and 1.5 litters per bottles should be present in the Eating and. drin ing, c onvenience and Grocery shop.

REVIEW OF LITERATURE A literature review discusses published information in a particular subject area

, and sometimes information in a particular subject area within a certain time p eriod. A literature review can be just a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. A summar y is a recap or the important information of the source, but a synthesis is a re -organization, or a reshuffling, of that information. It might give a new interp retation of old material or combine new with old interpretations. Or it might tr ace the intellectual progression of the field, including major debates. And depe nding on the situation, the literature review may evaluate the sources and advis e the reader on the most pertinent or relevant. Purpose of review of Literature is to provide a bac drop of the present study. I t is the context to which our present study can be referred to determine its rel evance

Chapter 4 Objective of study Scope of study

OBJECTIVE OF THE STUDY

1) 2) 3) 4) 5) 6) 7)

To To To To To To To

now the reason behind low RED ( Right Execution Daily) score. now the availability of activation element in RED outlet. now the problem in the distribution of activation element. identify suitable activation element according to the outlet s location. now the impact of activation element on sell when eep it outside. now the impact of activation element on customer. help M.D. (Mar et Developer) in outlet activation.

SCOPE OF THE STUDY 1. The main scope of study is to understand the impact o f S.G.A (Se lls Generating Assets) on sell. 2. To increase RED score of the outlet. 3. To fill the gap of activation element in different RED outlet. 4. To ma e a platform for mar et developer to wor on difficult RED outlet. 5. To analyze the wor of the mar et developer.

Chapter-5 Research Methodology Limitation Observation Problem

RESEARCH METHODOLGY The methodology used to analyze the project is mainly based on survey method and this survey was conducted through Questionnaires and it also include direct con tact with grocery retailer, convenience store, eating and drin ing and consumer. For survey sample size was ta en from different location of Patna and it was cov eted with the help of mar et developer and ey account manager of the Hindustan Coca-Cola Beverage Private Limited.

The sample collected from two hundred fifty outlet of; leach Grocery, Convenienc e and Eating & Drin ing. The number of interviewed was two hundred fifty. Research design: A research design is purely and simply the wor or plan for a study that guides the collection and analysis of the data. I have chosen descriptive resear ch design for study. Sampling: Sampling studies are becoming more and more popular in all type s of mass study. The result of sampling has attained a sufficiently high standar d accuracy. Sample Design: Non random sampling. Size of sample: 250

SOURCES OF DATA COLLECTION The data are collected from primary and secondary sources. PRIMARY SOURCES Gather information through Questionnaire. Direct interview with Grocer y outlet, Convenience store, Eating and dr in ing and consumer. SECONDARY SOURCES 1. Internet Sites -

www.google.com, www.Coca-Cola.com, www.wi ipedia.com, www.coca-colaindia.com 2. Activation boo let of the coca-cola. 3. RED trac er of the mar et developer. 4. Magazines - Business World Management and Technology

DATA COLLECTION: It was necessitated I order to obtain data relevant to the project. In order to collect the primary data, survey method was chosen. No observation techniques an d the li es were resorted only questionnaire method was adopted. The sample size was chosen eeping in mind out only the time factor but also the area of covera ge. The sample size was limited to 250 customers. The primary data was collected in the geographical limit of Patna, Bihar. The qu estionnaire has been physically carried out by the researcher and filled up by t he respondents. INSTRUMENT OF COLLECT DATA; Survey method

Survey method is employed to collect the data from the respondents and the data are collected with the help of questionnaires. The secondary data consists of in formation that already exists in records. This data have been collected directly from the magazines and journals as well as from the respondents. Questionnaire The questionnaire framed for the research study is a structured questionnaire in which all the questions are predetermined before conducting the survey. The que stions are if Yes or No type and multiple choices. The questions were arranged i n a sequence manner which helps the researcher to get appropriate answer from th e respondents. The researcher has framed the questionnaire in a clear manner suc h that it ma es the respondents to understand and to answer the questions easily .

PRE-TESTING THE QUESTIONNAIRE:Before the questionnaire was ready, it was pre- test under the field conditions. Pre- tests are made by personnel interview. The number of interview in the pretest was with 50 respondents. During pre- testing wording of some questions were eliminated from the questionnaire new questions were added on the basis of the response of the respondents.

TOOLS AND TECHNIQUES OF DATA COLLECTION:The method followed for the analysis and interpretation of data are: Percentage method

PERCENTAGE METHOD: Percentage refers to a special ind of ratio. It is used to ma e comparison betw een two of more series of data. They can be used to compare the relative items, the distribution of two or more series of data, since the percentages reduces ev erything to a common base and there by allow meaningful comparison to be made. PERCENTAGE FORMULA NO. OF RESPONDENTS = ------------------------------------------TOTAL RESPONDENTS

Chi square test analysis: 2).Visi coolar size: GROUP

NO OF RESPONDENT PERCENTAGE 2vc 4 2 4vc 28 11 7vc 100 40 9vc 101 40 11vc 11 4 20vc 2 2 30vc 4 1 TOTAL 250 100 Null hypothesis( Ho) : number of respondent in same visi coolar size. Alternative hypothesis( H1) : number of respondent in not a same visi coolar siz e. Test statistics: X2= O-E)2 E In 107 respondent, frequency for each number of the age=250/7 = 35.71

AGE GROUP OBSERVED FREQUENCY EXPECTED FREQUENCY O-E

(O-E)2 (O-E)2E 2vc 4 35.71 -31.71 1005.52 31.82 4vc 28 35.71 -7.71 59.44 1.66 7vc 100 35.71 64.29 4133.20 115.74 9vc 101 35.71 -65.29 4262.78 119.37 11vc 11 35.71 -24.71 610.58 17.09 20vc 4 35.71 -31.71 1005.52 28.15 30vc 2 35.71 -33.71 1136.36 31.82

TOTAL 345.65

X2cal=345.65 X2tab=X25, 0.05=11.07 X2cal > X2tab Ho: is accepted Number of respondent in same visi coolar size. LIMITATIONS Although all efforts have been ta en to ma e the results of survey as accurate a s possible but the survey suffers from the following limitation. 1) The time period of study was only for two month so it was not possible to co ver all the areas and go into the depth of the problem and ma e ana lysis. 2) The area of survey was Patna district and it was concentrated on urban area o nly. 3) The psychological condition varies from place to place because in many places outlet Owner was not supportive. 4) The training was carried on in the pea season so mar et developer was not so Supportive. 5) Some respondents left some of the questions unanswered either due to inabilit y to put a strain on mind or they did not now the answer

and condi your prod advice to

OBSERVATION 1) To collect order each and every outlet. 2) To cheque visi-cooler with 100% purity. 3) To see a soft drin in Brand Order. 4) To see every outlet is this soft drin present in display rac . 5) To see every outlet visi- cooler will present in prime location. 6) To visit ever y outlet in regular basis. 7) To go every outlet and listen any problems in visi- cooler and soft be noted in Complained diary. 8) To see each and every outlet wor ed in better condition. 9) To see as a Mar et developer (M.D) every outlet full fill in terms tions with visi-Cooler. 10) To see as a Mar et developer (M.D.) if any outlet will not selling uct than you as ed why you are not selling in my product.Then you give outlet.

drin to

PROBLEM 1. Lac of pure visi cooler .Purity level is worse condition because lean season . 2. Activation Problem. 3. During lean season there is lac of special offer to promote selling. 4. Availability standard in outlet is not according to terms and conditions of t he company. 5.There is number of unsatisfied red outlet with admission . 6.M.M.P.O is vanished from outlet. 7. Pepsico product is main competitor in mar et. 8. In most outlet inley water and soda is least preferred brand.

Chapter 6 Data analysis Finding Suggestion

DATA ANALYSIS AND FINDING Questionnaire Outlet Type : E & D Grocery Convenience Outlet Owner : ................ Location : .. MD Name. : . Contact NO ACTIVATION 1.Numbers of outlets needs activation elements? Activated= 190

Not a

ctivated=60 ACTIVATION

BRAND ORDER 2. Number of outlet following brand order? Brand order-168 No Brand order-82

PURITY 3. Number of outlets having purity? Pure- 172

Unpure-78

PRIME POSITION 4. Number of outlet located at prime position? Prime position -167 No prime position-83

TRADE CHANNEL 5. Distribution of trade channel Convenience- 206 Grocery- 16

E&D- 28

VISI COOLER 6. Distribution of Visi cooler in the mar et 2vc- 4, 4vc- 28, 7vc- 100, 9vc- 101, 11vc- 11, 20vc- 4, 30vc- 2

VPO CLASS 7. Volume wise distribution Diamond- 57, Gold- 56, Silver- 135, Bronze- 2

GOD REQURIED 8. Number of outlet need glass order demand God required- 231

FINDINGS 76% outlet from the sample of 250 outlets which have sufficient activation eleme nts but remaining 24% outlets are not fully activated.

No required- 24

 In our study it is revealed that 67% from the selected outlet follow the Brand O rder COLOJ-K, but remaining 37%are not following the brand order. 69% of visited outlet, visi-cooler are pure i.e. in visi-cooler only the prod uct of Coca cola are placed and 31% of outlets don t eep visi-cooler pure. 67% of visi-cooler are at prime position where consumer can see our product and choose as per there need. 83% outlets are convenience store, 11% are under the E&D and remain under 6% are glossary shop.

41% of outlets are having 7vc, 41% of the total outlets having 9vc, 4 % outlets have 11vc, and few outlets have 2vc and 20vc. 54% mar et cover under the silver categories where as remaining 23%, 22%, 1% are under diamond, gold, bronze respectively. 91% outlets don t have a sufficient number GOD that they can create stoc pile according to the visi-cooler s provided to them and 9% are those outlet s which have sufficient number of GOD.

SUGGESTION We must visit all RED outlets where the activation elements are missi ng and it must be activated immediately. We must visit all those outlets and arrange the product according to COLO J-K where are products are not placed in the visi-cooler according to COLOJ-K. All the MD needs to visit all the red outlets regularly to eep the visi-cooler pure. Prime position of visi-cooler enhances the visibility of the product which help consumer to choose the product and sometimes it influences the customers to swit ch over from similar product. We should try the increase sell of outlets so that maximum outlets convert into upgrade class. We need to put effort to increase the required number of GOD as per the visi-coo ler size that they can eep 3day stoc to meet the demand.

Chapter 7 Conclusion Recommendation

Conclusion Coca-Cola is the leading soft drin brand in Patna region & most selling brand i n the region is Thumps Up, Sprite and Maaza. According to most of the outlet owners the product which is seen is sold i.e. "J o Di hta Hai Woh Bi ta Hai". Prime position of Visi-cooler outside the outlet plays an important role in the selection of the soft drin by customer. Few activation elements li e Table Top, Glow Shine Board, Hanger; Road Stand pla ys a major role in increasing sell of the soft drin .

Recommendation We can sum the recommendations in brief as follows :

Supply of product as well as stoc

eeping unit is not up to the mar .

 Aggressive Mar eting Regular visit to distributors Sales promotion and advertising to be made more frequent for brand building. Communications should be improved. Fulfil the Demand of product by company. In t he fields sales situation. Sales persons wor independently and away from the of fice. Good communication requires interaction between those preparing and those receiv ing reports. A good sales reporting system provides both for communication from the field to office and form office to the field. Sales reports provide data for evaluating performance. Company should ma e plans for better performance to the sales man. Company should be implementing the customers suggestions and complaints about pro ducts, service policies, price changes, advertising companies etc. Company should gather information of competitors activities. Transportation confers time utility and place utility to the product. It determi nes the companys customer service; it has also crucial bearing on the o ther elements of physical distribution and mar eting.

Chapter

8 Executive summary Bibliography Annexure

EXECUTIVE SUMMARY Over the last few years hundreds of companies have greatly improved their perfor mance & the graph of growth through superior sales promotion services. Today man y companies are building on these foundations and are tuning their product s in Soft drin segment into a formidable competitive weapon. Sales Promo tion services have become a subject of huge interest in recent years. Sales Promotion Services is growing because:In the face of ever increasing competition in organizations feel it is important to build reliable & sustainable processes with focus on strong relationships wi th customers. Significant revenue & profit gains can be made from successful Sales Promo tion Activities that improve efficiency & help serve customers better & faster. The different distribution channels are as follows:" 1. Eating & Drin ing 2. Convenience 3. Grocery Activation is the ey part of coca- cola mar eting strategy Company believes that soft drin sell is not a planned sell it s a impulse buying, and activation create impulse for buying For improvement of Coca- cola mar et, a proper research wor has done. Sales Promotion Strategies are offering new & better ways of addressin g industries objectives. Coca-Cola has developed a unique sales promotion strat egy that offer a unique way to increase the sales of the soft drin .

BIBLIOGRAPHY Reference: Boo s Mar eting Research Mar eting Management ler Research Methodology thari Websites :www.quic mba.com www.indiacom.com www.yellowpages.com www.coca-colaindia.com Authors : Naresh Malhotra :Philip Kot :C. R. Ko

ANNEXURE Questionnaire

Outlet Type : E & D Grocery Convenience Outlet Name : ................ Location : .. MD Name 1. a. b. c. Visi cooler size? 4vc 7vc 9vc d. 11vc e. 20vc f. 30vc c. Silver d. Diamond

2. VPO class? a. Bronze b. Gold 3. Location of SGA? i. Prime a. Yes b. No 4. Brand order a. Yes b. No Purity? a. Yes b. No 5. Activation element available? a. Yes

b. No 6. Number of god? 7. Per day selling? . 8.Do you agree that RED helps in Developing a better mar et by developing an outl et? a. Yes b. No

9. our Comment on RED