A PROJECT REPORT

ON
“
”
With Special Reference to

“HINDUSTAN COCA-COLA
BEVERAGE PVT. LTD.”
Patna

Submitted on the Partial Completion of

“MASTER OF BUSINESS
ADMINISTRATION”

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 Submitted By:-
SHASHI KANT
SHARMA
NIPS School of
Management
MBA
Session (2009-
2011)

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 ACKNOWLEDGEMENT

It is the great pleasure to have this opportunity for the preparation of this

project. We have highly obliged by NIPS SCHOOL OF MANAGEMENT for

giving the opportunity of this dissertation. I take the opportunity to express

our gratitude to all of them, who in some or the other way helped us to

accomplish this project. A large number of individuals have contributed

directly or indirectly in this project. I am thankful to all of them for their

help and encouragement.

I wish to acknowledge my thanks to my guide Mr. Durgesh jha for their

valuable co-operation and efforts for the preparation of this project. Finally,

I want to express my gratitude to all the executives and other persons

related to COCA COLA for my work. Who gave me their time, views,

knowledge, problems, difficulties and an opportunity to be a part of them.

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 ADVERTISING

Advertising is non-promotion of goods and services, by a sponsor

(a firm or person) who can be identified and who has paid for this
communication. This purpose of advertisement is to sell
something a good service, idea person or place, either now or
later this goal. Reached by setting specific objective that can be
expressed individual ads. Those are incorporated into an
advertising campaign recall again from the buying decision
process that buyers go through a series of stages from
unawareness to target customers to the next stage in the
hierarchy say from awareness to interest.

Advertisement plays an important role in the success of coca-cola

product since its first newspaper ad. In 1886 that red, coca-cola
delicious “Refreshing Exhilarating” Invigorating”. Advertisement is
a key of implementing a strategy over one hundred year old to
trigger desire as offer and in as many ways as possible.

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DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY

Coca-cola Company distributes their schemes according to area. Area

or place where soft drinks sold in a large manner, on those place
company gives good schemes to shopkeeper and retailer. Place like
railway station bus stand are consider in this category and place which
have low selling where company gives small schemes to the
shopkeeper.

DIRECT OPERATION:

Here company does its distribution by himself. There is no role of

middle man. Every activities of a distribution process is under the
control of the company. Here coca cola runs its own vehicles in that
particular area for the distribution. By direct operation company gains
a lot. The direct operation of the coca cola is as follows:-

COMPANY

COMPANY DSD RETAILERS CONSUMERS

In 2006 there were only 14 towns under DSD which has been increased
to 48 towns by 2009.

INDIRECT OPERATION:

Here in the distribution process middleman’s role came into existence.

In coca cola the distributor is the middle man. Everything is not under
the control of the company. Basically Coca Cola Company selects a
person for some specific areas for the distribution process.

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RESEARCH METHODOLOGY

The topic “Direct distribution and its loop holes” for the project work
was suggested to me by the RTM of Hindustan Coca-Cola Beverage
private limited. He asked me to conduct a survey in areas where the
coca-cola market is weak as well as high and to find out the problems
faced by the retailers as retailer is one of the prime channel members
in the distribution channel.

Armed with the ideas provided to me by the RTM and the Area Sales
Manager, I went ahead for the research. In order to collect samples
during my survey I planned to take recourse to the Random Sampling
because as the name suggests, in this method of Sampling any unit of
population can be selected at random. In my research, the retailers in
Patna comprise the universe. Therefore, they are the ones who
constitute as the main source of information to me.

SAMPLE SIZE FOR SURVEY

The survey was done in about 100 shops including eateries &
drinkeries, groceries and other conveniences.

SCOPE OF THE STUDY

1. By this study company can know its growth.

2. This study helps the company to know their actual position in the
market.
3. This study helps to find out the promotion activities of the
company and help to Make relevant changes according to their
rivalry company.
4. This study ensures the availability of the product in the market.
5. The study helps to find out the problem of the cou8nter and to
find out the requirement for more sales.

SIGNIFICANCE OF THE STUDY

1. This project is helpful to find out the sale trends of the coke
products and its effect on consumer value and satisfaction.

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2. This study provides an insight to the company that what kind of
strategy must be adopted in order to increase the sales and
satisfaction of the retailers and consumers.
3. This project directly deals with the interaction of different kind of
people.

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METHOD OF DATA COLLECTION

There are different methods of data collection. They are :- observation,

experimentation, uncontrolled experimentation, controlled
experimentation, survey and focus group. Here the data are collected
by market survey.

MARKET SURVEY

Market survey is one of the most widely used MR technique. It is at

times viewed as synonymous with marketing research. This is
erroneous. It has to be understood clearly that market survey is just
one of the techniques of MR and is not synonymous with Mr. It is just
one of the methods of collecting marketing information required for a
given marketing assignment. It is used when the required data is not
available with the company’s internal records, as well as external
published source. Here the researcher carries out opinion pools
involving sales persons, dealers, traders and experts, the researcher
has to carefully select the instrument and methods of surveys, the
researcher has to carefully select the instrument and methods of
surveying.

METHODOLOGY

The data can be dichotomized into two types : primary data,

secondary. In this study the data collected was mainly primary data.
The respondents were from the area of Patna. The secondary data
were obtained from the Coca-Cola city office. The sample size collected
for the various objectives where, from the total number of outlet the
sample size determined was : 100

INSTRUMENT FOR DATA COLLECTION:

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The primary data collected through the survey method for the purpose
of the study. The survey was done by using questionnaire method.
Beside this I has an informal discussion with the retail outlet.
Secondary data: information regarding the organization was obtained
from secondary sources like company journals, company websites,
publications & records.

RESEARCH DESIGN

The design appropriate for this research is Exploratory Research

Design. Exploratory research studies are also termed as formulative
research studies. The main purpose of such studies is that of
formulating a problem for more precise investigation or of developing
the working hypothesis from an operational point of view. The major
emphasis in such studies is on the discovery of ideas and insights. As
such the research design appropriate for such studies must be flexible
enough to provide opportunity for considering different aspects of a
problem under study in built flexibility in research design is needed
because the research problem, broadly defined initially as transformed
in to one with more precise meaning in explanatory studies, which fact
may necessitate changes in the research procedure for gathering
relevant data.

The survey was conducted in Patna by asking from dealers.

The Exploratory Research Design could be accomplished by study of

secondary data:

➢ Secondary data are those which have already been collected by

someone else and which have already been passed through the
statistical process.
➢ Company is product information brochure.
➢ Various articles related to consumer electronics published in the
newspapers & magazines.
➢ Company’s profile brochure.

DATA ANALYSIS AND INTERPRETATION

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SURVEY OF OUTLETS IN RANCHI:

There are some specific areas covered for the purpose of survey in the
state capital of Bihar, Patna Generally these areas are weaker in terms
of sales. To find out the reason of retailer’s unsatisfaction, loop hole in
the distribution system and the improvement to be needed for high
satisfaction as it will increase the sales volume, the survey was done.

AREA COVERED:

• Rajender Nagar
• Patliputra
• Patna City
• Dak Banglow
• Boring Road
• Anishabad
• Mithapur
• Patna Zoo
• Patna Railway
• Transport Nagar
• Kankarbagh
• Ashok Rajpath
• Danapur
• Khaugal
• Kurji
• Raja Bazar
• Exhibition Road
• Khaj Pura

OBSERVATION

Coca cola has its own management system which is a mojoar tool that
helps management in problem solving and framing marketing strategy.

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Here the market research is carried out at different places in Ranchi. In
order to expand the market of coca cola, survey was made to find the
areas where there is scope for opening new outlets thus on that basis
survey was carried out.

Channels for new outlet were Grocer, E & D, Conveniences, so

considering these

CONTENTS

Headings Page No.

1. Company Profile -
5
2. SWOT Analysis - 21
3. About Competitor -
23
4. Rationale of the study -
24
5. Distribution - 25
6. Advertising - 27
7. Research Methodology - 30
8. Observation - 33
9. Findings and Analysis -
37
10. Conclusion - 50

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11. Suggestions & Recommendations -
51
12. Limitations - 52
13. Annexure -
52