EVALUATING AND ANALYZING

SEGMENTATION MODEL OF

“COCA-COLA ”
In “PATNA”
Presented by:
Amit kRISHNA
 Coca-Cola

The global drink

Amit
Brand Portfolio of coca-
cola

akrishna1234@rediffmail.com
akrishna1234@rediffmail.com
THE COCA-COLA'S PATNA PLANT
Coke begins its operation on 4th Sept. 1998 by taking
over the franchise bottler. It is located at E-I
Industrial Area, Patliputra. Plant is spread over an
area of 1.75 acres and houses most sophisticated
machinery to produce coca-cola and many other
brands marketed by the company.
The manufacturing unit of HCCBPL, situated
at Patliputra Industrial area Patna (Bihar), is
the third largest plant and one of the bottling
operations owned by the company. The Plant
has one RGB (Returnable glass bottles) lines
which yields 600 bottles per minute. The plant
can produce around 18000 cases of soft drinks
per day and employees 200 workers to do the
same.
 Manufacturing Plant, Patna

Sales and Distribution Operations

Distributors Outlets

Outlets
MANUFACTURING PROCESS AT
•Water is received from the 300 ft. tube-well and it passes through
the water treatment plant, further passing through the sand filter and
the activated carbon filter, so as to attain pure cleansed water.

•In the syrup room, the concentrate received from another bottling
plant situated at Pune, is blended with the sugar syrup.

•Once both the water and the final syrup are ready, they are both
mixed together and sent to the carbonator section where Carbon
Dioxide is added to the mixture to form the final product.

•On the other hand, simultaneously, the returnable glass bottles are
depalletized, inspected and washed for the purpose of filling in the
final product in it. This step does not take place in the PET bottle line
as the bottles once used are disposed.
The product is finally filled in the bottles, crowned (in
case of RGB)/ capped (in case of PET bottles), labeled and cased in

order to be sent into the warehousefor distribution

PROJECT OUTLINE :-
•Company introduction
•Objective
•Scope
•Research methodology
•Limitations
•Segmentation model
•Data analysis and Findings
•Problems
•Conclusion
•Suggestions/Recommendations
•Questionnaire
 Introduction:-
The Coca-Cola Company was originally established as
the J. S. Pemberton Medicine Company, a co-
partnership between Dr. John Stith Pemberton and Ed
Holland.
Dr. John Stith Pemberton for the first time produced the
syrup for Coca-Cola on May 8, 1886
•The Coca-Cola Company began building its global network in
the 1920s. Now operating in more than 200 countries and
producing nearly 400 brands, the Coca-Cola system has
successfully applied a simple formula on a global scale.
Coca-Cola Company is the world’s leading manufacturer,
marketer and distributor of non-alcoholic beverage
concentrates and syrups, used to produce nearly 400 beverage
brands
• In July 1985, Coke was the first
soft drink to be enjoyed in outer
space on the space shuttle
Challenger
• Coca Cola owns more than ½ of
the world’s beverages.
• Coke is affordable in all the
outlets we surveyed.
• Coke comes in a variety of sizes
worldwide, so you can use it for
a crowd or as a personal snack.
Coca-Cola was the leading soft drink
brand in India until 1977 when it left
rather than reveal its formula to the
government and reduce its equity
stake as required under the Foreign
Exchange Regulation Act (FERA)
which governed the operations of
foreign companies in India

Coca-Cola re-entered India in

1993. The vision of the
company is to lead beverage
revolution in the world and
provide it’s consumer quality
beverages at affordable price.
As on June 2005, Company has
78 manufacturing locations
across 24 states of the country.
 Objective :-
To know the reason behind low RED (Right
Execution Daily) score.
To know the availability of activation element in
RED outlet.
To know the problem in the distribution of activation
element.
To identify suitable activation element according to
the outlet's location.
To know the impact of activation element on sell
when keep it outside.
To know the impact of activation element on
customer.
To help M.D. (Market Developer) in outlet
Scope :-
•The main scope of study is to
understand the impact of S.G.A (Sale
Generating Assets) on sell.
•To increase RED score of the outlet.
•To fill the gap of activation element in
different RED outlet.
•To make a platform for market
developer to work on difficult RED
outlet.'
•To analyze the work of the market
developer.
Research methodology
•Research design
•Descriptive: It includes surveys and the fact
findings of different kinds. The major purpose
of a descriptive research is the description of
the state of affairs as it exists at present.
Research has no control over variables.
•Sample design : Non random sampling
•Sample size: 250
•Area of operation : Patna
•Tools of data analysis : Pie chart
•Research instruments : Questionnaire
•Time frame : 8 weeks
Limitations :-
The time period of study was only for two month so it
was not possible to cover all the areas and go into the
depth of the problem and make analysis.
The area of survey was Patna district and it was
concentrated on urban area only.
The psychological condition varies from place to place
because in many places outlet owner was not supportive.
The training was carried on in the peak season so market
developer was not so supportive.
Some respondents left some of the questions unanswered
either due to inability to put a strain on mind or they did
not know the answer.
Segmentation
model of “coca-
cola”in Patna
 Market Segmentation
The purpose for segmenting a market is to allow your
marketing/sales program to focus on the subset of
prospects that are "most likely" to purchase your
offering.
If done properly this
will help to insure the highest return for your
marketing/sales expenditures. Depending on whether
you are selling your offering to individual consumers
or a business, there are definite differences in what
you will consider when defining market segments.
akrishna1234@rediffmail.com
 DATA ANALYSIS
AND
FINDINGS
(in patna
region):-
 Activation OF OUTLETS
:-
1. Number of
outlets need
activation
elements?

Activated =
190
Not activated =
60
Total outlets-250
Brand order :-
2. Number of
outlets
following
brand order.

Following
168
Not following
82
Total outlets-250
Purity OF VISI-
COOLER
3. Number
of outlets
having
purity?
Purity
172
Not purity
78
Total outlets-250
Prime position :-

4. Number of
outlets located
at prime
position.

Prime position

167 83
Not in prime
Total outlets-250
position
 TRADE-channeL :-
Total outlets-250
E&D
(11%)
GROCERY
(6%)

CONVENIENCE
(83%)
Visi-cooler :-
Total outlets-250

6.
Distribution
of Visi-
cooler in
the market.
7. Volume-
wise
distribution.

Total outlets-250
PRODUCT OF “COCA-COLA” IN
INDIA
Findings:-
76% outlet from the sample of 250 outlets which have
sufficient activation elements but remaining 24%
outlets are not fully activated.
In our study it is revealed that ,67%from the selected
outlet follow the Brand Order “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 product of Coco cola are placed and
31% of outlets don’t keep 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% market 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 stock
pile according to the visi coolers
provided to them and 9% are those
outlets which have sufficient number of
GOD.
Problem :-
• * Lack of pure visi cooler .Purity level is worse
condition because lean season.
• * Activation Problem.
• * During lean season there is lack of special
offer to promote selling.
• * Availability standard in outlet is not
according to terms and conditions of the
company.
• *There is number of unsatisfied red outlet with
admission.
• * M.M.P.O is vanished from outlet.
• * PepsiCo product is main competitor in
market.
• *8. In most outlet kinley water and soda is least
Conclusion :-
• Coca-Cola is the leading soft drink brand in Patna
region & most selling brand in the region is
• Thums-Up, Sprite and Maaza.
* According to most of the outlet owners the product
which is seen is sold i.e. "Jo Dikhta Hai Woh Bikta
Hai".
* Prime position of Visi-cooler outside the outlet plays
an important role in the selection of the soft drink by
customer.
* Few activation elements like Table Top, Glow Shine-
Board, Hanger; Road Stand plays a major role in
increasing sell of the soft drink.
* Supply of product as well as stock keeping unit is not
up to the mark.
Suggestion :-
We must visit all RED outlets where the activation
elements are missing and it must be activated immediately.
We must visit all RED outlets and arrange the product
according to COLOJ-K where products are not placed in
the visi cooler according to COLOJ-K.
All the MD (Market Developer) needs to visit all the red
outlets regularly to keep the visi cooler pure.
Prime position of visi cooler enhances the visibility of the
product which help consumer to choose the product and
some times it influences the customers to switch over from
similar product.
We should try to increase sale of outlets so that maximum
outlets can be converted into upgrade class.
We need to put effort to increase the required number of
GOD as per the visi cooler size so that they can keep 3 day
stock to meet the demand.
ANNEXURE :-
 Questionnaire
 Outlet Type : E & D Grocery Convenience
 Outlet Owner : ……………………................ Location: ………………………….
 Contact No.: ………………………………….

 1. Outlet Name………………………………………………………………………………….
 2. MD Name……………………………………………………………………………………
 3. Visi cooler size.
 7vc 9vc 11vc 20vc


3. VPO size

Diamond Gold Sliver Bronze
 4. Location of SGA
 Prime position: Yes ( ) No ( )
 5. Brand order
 Yes ( ) No ( )
 6. Purity
 Yes ( ) No ( )
 7. Activation element
 Yes ( ) No ( )
 8. No. of GOD
 9. Per Day selling
 10. Delivery gap
By. Amit Krishna
PRESENTED BY-
AMIT akrishna1234@rediffmail.com