A

Project Report
On
PARAMETERS TO INCREASE SALE
at
Coca-Cola

Submitted By:

AbhinavTushar Das
MBA(M&S)
Enrolment no:A7002209006
(2009-2011)

Under the guidance of:

Industry Guide: Faculty Guide

Mr. Sushil Patel Dr. Swati Singh
Coca-Cola ABS, Lucknow

SUMMER INTERNSHIP REPORT IN PARTIAL FULFILLMENT OF THE AWARD OF FULL TIME MASTER
IN BUSINESS ADMINISTRATION (2009-2011)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

 STUDENT’S CERTIFICATE

This is to certify that this report is prepared based on the summer internship project undertaken by

me in HINDUSTAN COCA COLA BEVERAGES LTD. from 4th may 2010 to 29th July 2010,

under the able guidance of Mrs. Swati Singh in partial fulfillment of the requirement for award of

degree of Master of Business Administration (MBA-M&S) from Amity University, Uttar Pradesh.

Date.______________

Signature Signature Signature

Abhinav Tushar Das Dr. Swati Singh Professor R.P Singh

Student Faculty Guide Director (ABS)

 FACULTY CERTIFICATE

Forwarded here with a summer internship report on “Parameters to Increase the Sale” of Coca Cola

submitted by Abhinav Tushar Das, Enrollment NO. A7002209006,

Student of MBA (M&S) 3rd Semester (2009-2011).

This project work is partial fulfillment of the requirement for the degree of Master in

Business Administration from Amity University Lucknow Campus, Uttar Pradesh.

Dr. Swati Singh

Asst. Professor ,

AMITY UNIVERSITY,

LUCKNOW CAMPUS

UTTAR PRADESH
 Student’s Declaration

I, ABHINAV TUSHAR DAS declare that the project titled- “THE DIFFERENT

PARAMETRES WHICH COCA COLA HAS ADOPTED TO INCREASE ITS SALES ” has

been completed by me, as a part of the course curriculum of MBA –Marketing & Sales and for

award of any degree and diploma and I take full responsibility of the project report.

Abhinav Tushar Das

DATE……………
 ACKNOWLEDGMENT

I take this opportunity to extend my heartiest thanks to my institute; AMITY BUSINESS

SCHOOL LUCKNOW which gave me the opportunity to do my summer project (training) from
a world recognized organization and MNC-Hindustan coca cola beverage pvt. Ltd. Varanasi
(Uttar Pradesh).

It was a wonderful experience to work for a world recognized &MNC-Hindustan coca cola
beverage Pvt. Ltd. It helped me to understand the practical side of business. It was challenging &
enlightening association with the company which helped me to understand the reality of work
place and how to manage the personal life with work and also helped me to be more prepared for
other industry.

There are many persons who helped me during the course of my project. I am grateful to
all those who helped me directly and indirectly to prepared this project. I am very thankful to:-

Hindustan coca cola beverage pvt ltd, Varanasi (up)

Mr. Ajay singh (HR Manager)

Mr.SusheelPatail CDE

Mr. Pramod Singh (sales executive)

Mr. Salim (M.D.)

I would like to thank all M.D. & my entire colleagues who came from different colleges who
helped me to make this project. I would also like to thank all the distributers and dealers &
outlets and sales men whom I visited and without their suggestion, co-operation and very
valuable information this project would not have been completed.

I also want to thank my faculty guide Dr. Swati Singh (Asst. Professor) and Prof. R.P. Singh
(Director-ABS) for their full cooperation and support in completing my report.
 PREFACE

It is very essential for a student to undergo for summer training, as the part of Amity

Business School, Amity University-Lucknow , a student has to pursue summer training in an

organization to where his/her interest lies. I had the privilege of undertaking a project on the study and

critical analysis on the “Parameters to increase the Sale”. I have carried out my whole project in
Varanasi Region.

It encompasses all the studies of Strategy of Sales comprising following things:

1. Horizontal Expansion

2 Under 40- Outlets

3 New Product Development

 “CERTIFICATE”
This is to certify that, this research report entitled “THE DIFFERENT PARAMETRES
WHICH COCA COLA HAS ADOPTED TO INCREASE ITS SALES

This study was carried out to find out the different parameters which coca cola has adopted to
increase its sale.

Abhinav Tushar Das, a student of third semester of Master in Business Administration

Research report project in “Hindustan Coca-Cola beverage Pvt. Ltd” started in the month 2nd
of May did till to the 30th of June under my guidance and supervision.

Date ……………

Mr. Sushil Patel

(Project guide)

CDM, Varanasi
 Executive summary

Project title:- “DIFFERENT PARAMETERES WHICH COCA COLA HAS ADOPTED

TO INCREASE ITS SALE”.

Objective:-
 To find out the channels and category of every outlet.

 To help in providing product availability according to channels and category.

 Find out necessary visibility and activation on outlet and report to MD & sales executives.

 Find out problem and analysis the problem of outlier.

 The problem communicates with market developer and sales executive.

 To make the satisfied each and every outlier.

 To full-fill the communication gap between outlier and fat dealer.

MARKET
Area of project was Varanasi city, especially Lahurabir, Maidagin , Maldahiya & Ramkatora
under the supervision of route executive of the market- Mr. Pramod Singh, and route market
developer Mr. Salim Khan.
 Approach:-

 To get the compass list and to do list from sales executives.

 According to compass list visit to each & every outlet.

 Try to availability of product according to channels and category.

 Try to availability of visibility and activation at each and every outlet.

 If there is any type of problems, try to solve and report to the sales executives and market
developer.

 To make the each and every outlier satisfied.

PURPOSE OF THE STUDY

The study was carried to gain an insight about the perception of the retailers about the
company and to study various factors which directly or indirectly influence the sale of the
company.

OBJECTIVES OF THE STUDY

• To identify the needs and wants of both the retailers and dealers and how well are they being
managed by the company`s anxious authorities.

• To find out various reasons which are creating stumbling block in market expansion

• To identify the wakefulness of the brand and the company’s products in the market.

• To find out the gratification level of customers and problems faced while doing business with
Coke.

OBJECTIVES OF THE WORK

PRIMARY OBJECTIVES:

The prime objective was to analyze and enhance the market opportunities for Coca Cola in
Varanasi.

SECONDARY OBJECTIVES:

• To find the reasons from the retailers for not selling Coke products.
• To create awareness among new retailers about the company, brand value, product line & profit
ratio.

• To find out the reasons behind their unawareness.

• To find out new ways to make them aware about different offers.

• To maximize the market share of Coke in Varanasi region by making agreements with new
dealers & retailers.

• Try to form & convert existing outlets as Coke Monopolists by explaining them the profit
story and providing them with special discounts & schemes.
Table of contents Page No.

1. Company profile 1-18

2. Right execution daily 19-23
3. Parameters to increase the sale 24-30
4. Research methodology
5. Questionnaire
6. Finding & Analysis
7. Limitations
8. Suggestions
9. Conclusion
10. Bibliography
COMPANY PROFILE

Coca-Cola (also known as Coke, a name that was trademarked by The Coca-Cola
Company after it was discovered many people called it by that particular name) is a very popular
cola (a carbonated soft drink) sold in stores, restaurants and vending machines in more than 200
countries. It is produced by the Coca-Cola Company (NYSE: KO), which is also often referred
to as simply Coca-Cola or Coke. Coke is one of the world’s most recognizable and widely sold
commercial brands; its major rival is Pepsi.

Coke was originally intended as a patent medicine when it was invented in the late 19th
century, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft drink market throughout the 20th century.
Although faced with critiques of its health effects and various allegations of wrongdoing by the
company, Coca-Cola has remained a popular soft drink to the present day It was initially sold as
a patent medicine for five cents a glass at soda fountains, which were popular in the United
States at the time thanks to a belief that carbonated water was good for the health. The first sales
were made at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first eight
months only nine drinks were sold each day. Coca-Cola was sold in bottles for the first time on
March 12, 1894, and cans of Coke first appeared in 1955. By 1888, three versions of Coca-Cola -
sold by three separate businesses were on the market.

On February 7, 2005, the Coca-Cola Company announced that in the second quarter of
2005 they planned a launch of a Diet Coke product sweetened with the artificial sweetener
sucralose ("Splenda"), the same sweetener currently used in Pepsi One. The company actually
produces concentrate for Coca-Cola, which is then sold to various Coca-Cola bottlers throughout
the world. The bottlers, who hold territorially-exclusive contracts with the company, produce
finished product in cans and bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to
retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the
single largest Coca-Cola bottler in North America and Europe. The Coca-Cola Company also
sells concentrate for fountain sales to major restaurants and food service distributors.

The Coca-Cola Company has on occasion introduced other cola drinks under the Coke
brand name. The most famous of these is Diet Coke, which has become a major diet cola but
others exist, such as Cherry Coke, Coke Zero, and Vanilla Coke. The Coca-Cola Company owns
and markets other soft drinks that do not carry the Coca-Cola branding, such as Sprite, Fanta and
others. The actual production and distribution of Coca-Cola follows a franchising model. The
Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers
throughout the world who hold Coca-Cola franchises for one or more geographical areas. The
bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial
sweeteners) and fill it into cans and bottles, which the bottlers then sell and distribute to retail
stores, vending machines, restaurants and food service distributors. The bottlers are normally
also responsible for all advertisement and other sales initiatives within their areas.

Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in some localities.
In India, Coca-Cola ranks third behind the leader, Pepsi-Cola, and local drink Thums Up.
However, The Coca-Cola Company purchased Thums Up in 1993. The products of the company
reach consumers and customers around the world through a vast distribution network made up of
local bottling companies. These bottlers are located around the world, and most are independent
businesses. Using syrups, concentrates and beverage bases produced by the Coca-Cola
Company, their global bottling system packages and markets products, then distributes them to
more than 14 million retail outlets worldwide. The Coca-Cola Company is committed to
assisting its bottlers with the functions of an efficient bottling operation and initiating quality
systems to ensure the highest quality products for their consumers.

The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in
1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers
everywhere, was granted registration as a trademark by the U.S. Patent and Trademark Office in
1977; an honor awarded very few packages. The most valuable assets happen to be the
trademarks they possess. For Coca-Cola, the most drunk soft drink on earth is one of the world s
best-known and most admired trademarks, recognized by more than 90 percent of the world s
population. Interestingly, the world that is touched by the cherished drinks for every moment, the
Coca-Cola trademarks happen not only to be their most valuable assets but of the entire earth.
The business system of the Company in India directly employs approximately 6,000 people, and
indirectly creates employment for many more in related industries through our vast procurement,
supply and distribution system. On the distribution front, 10-tonne trucks, open-bay three-
wheelers that can navigate the narrow alleyways of Indian cities, ensure availability of our
brands in every nook and corner of the country. The term soft drink originally applied to
carbonated drinks made from concentrates, although it now commonly refers to almost any cold
drink that does not contain alcohol.

Hindustan Coca-Cola Beverages Private Limited is an Indian subsidiary of the US

based Coca-Cola Company. The company-owned Bottling arm of the Indian Operations,
Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture, sale and
distribution of beverages across the country. Coca-Cola India is among the country’s top
international investors, having invested more than US$ 1 billion in India within a decade of its
presence and further pledged another US$ 100 million in 2003 for its operations. It is the
world’s largest selling soft drink since 1886. The Coca-Cola Company returned to India in 1993
after a gap of 16 years giving new Thums up to the Indian Soft Drink Market and took over the
ownership of the nation's top soft-drink brands and bottling network. The vast Indian operations
comprises 25 wholly company owned bottling operations and another 24 franchisee owned
bottling operations and a network of 21 contract packers also manufactures a range of products
for the Company.
 PRODUCTS AND PACK SIZES:

Coca-cola is the world's favorite drink. It is the world's most valuable brand and the most
recognizable word across the world. Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world.

In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated
its departure. Coca-Cola made its return to the country in 1993 and made significant investments
to ensure that the beverage is available to more and more people, even in the remote and
inaccessible parts of the nation. Over the past ten years it has captured the imagination of the
nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-
Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and
various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-
Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had
entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab
Coca-Cola" which sky-rocketed the brand to make it India's favorite soft-drink brand. In 2003,
Coke was available for just Rs. 5 across the country and this pricing initiative together with
improved distribution ensured that all the brands in the portfolio grew leaps and bounds.
 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 in 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.
Fanta Internationally, Fanta - The 'orange' drink of the Coca-Cola Company, is seen as one of
the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the
years, Fanta has occupied a strong market place and is identified as "The Fun Catalyst".

Fanta is perceived as a fun youth brand and stands for its vibrant color, tempting taste and
tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to
indulge in the moment. This positive imagery is associated with happy, cheerful and special
times with friends.
 Lime n' lemoni Limca”, the drink that can cast
a tangy refreshing spell on anyone, anywhere. Born in
1971, Limca has been the original thirst choice, of
millions of consumers for over 3 decades. The brand
has been displaying healthy volume growths year on year and Limca continues to be the leading
flavor soft drink in the country.

The sharp fizz and lemoni bite combined with the single minded positioning of the brand
as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.
 Worldwide Sprite is ranked as the No. 4 soft drink & is sold
in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to
be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is
perceived as a youth icon. With a strong appeal to the youth, Sprite has stood for a straight
forward and honest attitude. It’s clear crisp refresh hingtaste encourages the today's youth to trust
their instincts, influence them to be true to who they are and to obey their thirst.
Maaza was launched in 1976. It is a drink which offered the same real taste of fruit juices and
was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India and it
currently dominates the fruit drink market.

Over the years, brand Maaza has become synonymous with Mango. This has been the
result of such successful campaigns like "Taaza Mango, Maaza Mango" and "BotalmeinAam,
MaazahainNaam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the
real experience of fruit.

The current advertising of Maaza positions it as an enabler of fun friendship moments

between moms and kids as moms trust the brand and the kids 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 Maaza"
Kinley 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 most basic need of life, the very
sustenance of life, a celebration of life itself.

The importance of water can never be understated. Particularly in a nation such as 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. Kinley 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 technology to ensure the
purity of our product. That's why we go through rigorous testing procedures at each and every
location where Kinley is produced. Because the company believes that right to pure, safe
drinking water is fundamental. It’s a universal need which cannot be left to chance.

Minute maid nimbu fresh

Riding on the success of Minute Maid Pulpy Orange, Coca-Cola in India today announced the
launch of its latest product variant under the Minute Maid brand umbrella.

The new Minute Maid Nimbu Fresh is a lemon juice-based drink with no added preservative or
added colour, developed for the Indian market.

The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating home-made
'nimbupani', and casrries the tagline: 'Bilkulgharjaisa' (just like home).

The product will be available in two pack sizes of 400 ml and 1 litre, priced at Rs15 and Rs40
respectively.

The new drink is targeted at consumers across all age groups who are on the look out for a
naturally refreshing juice drink.

Minute Maid Nimbu Fresh is being launched in a phased manner and will be initially made
available to consumers through selective channels and outlets in Tamil Nadu, followed by a
nation-wide launch later this year
The below table shows the brands and products of different pack sizes being
sold by the company in Varanasi region:

BRAND GLASS TETRA PET CAN FOUNTA

NAME PACK IN

Coca-cola 200 ml - 600 ml, 330 Various

and 1.25l ,2l and ml sizes
2.25l
300ml

Thums up 200 ml - 350 ml, 600 330 Various

and ml, 1.25L , ml sizes
2l and2.25
300ml

Fanta 200 ml - 600 ml, 330 Various

and 1.25L and ml sizes
2l
300ml

Limca 200 ml - 600 ml, 330 Various

and 1.25L and ml sizes
2l
300 ml

Sprite 200 ml - 350 ml, 600 330 Various

 and ml, 1.25L , ml sizes
2L and
300 ml
2.25l

Maaza 200 ml 200ml 600 ml, - -

1.2L

Diet Coke - - 330 -

ml

Kinley - 500 ml, 1L - -

Water

MMPO 400ml

MMNF 400ml

The below table shows the number of bottles in each case and brands
available in different pack sizes.

Pack Sizes No. of bottles per Brands

case
200 ml RGB 24 Coke, Fanta, Limca, Thums up and Sprite
 250 ml RGB 24 Maaza and Minute Maid Pulpy Orange
300 ml RGB 24 Coke, Fanta, Limca, Thums up, Kinley
Soda and Sprite
330 ml Can 24 Coke, Fanta, Limca, Thums up, Sprite and
Diet Coke
400 ml 24 Minute Maid Pulpy Orange
500 ml Pet 24 Diet Coke, Kinley Soda and Kinley water
600 ml Pet 24 Coke, Fanta, Limca, Thums up, Sprite and
Maaza
200 ml Tetra P 27 Maaza
1 Ltr 12 Kinley Water
1.2 ltr Pet 12 Maaza and Minute Maid Pulpy Orange
2 ltr Pet 9 Coke, Fanta, Limca, Thums up and Sprite
2.25 ltr Pet Coke, Thums up and Sprite

ADVERTISING

Advertising has played an important role in the success of products since first newspaper add in
1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating! Invigorating!” The company
uses adver4tising to trigger desire as often and in as many ways as possible. Through out the
years, slogans or coca-cola have been memorable .Here are some highlights:

 2000-Coca-Cola Enjoy

 1993-Always Coca-Cola

 1990- Can’t Beat the Real Thing

 1989-Can’t Beat the Feeling

 1986-Red,White and You

 1982-Coke Is It

 1976-Coke Adds Life

 1971-I’d Like to Buy the World a Coke

 1969-It’s the Real Thing

 1963-Things Go Better With Coke

 1959-Be really Refreshed

 1944-Global High Sign

 1942-It’s the Real Thing

 1936-It’s the Refreshing thing to do

BRAND AMBASSDORS

Coca-Cola had signed on various celebrities including movie stars and cricket players
such as Shahrukh Khan, Hritik Roshan, Amir Khan, Akshay Kumar, Aishwerya Rai,
Vivek Oberai, Rani Mukherjee, Bipasha Basu, Riya Sen, Saurav Ganguly, Virendar
Sehwag, southern celebrities like Vijay in the past and today its brand ambassadors .
 RIGHT EXECUTION DAILY

RED

Red is a tool for sale.

Red is the survey method that company adopted to check the cooler management, availability of
the products & activation of Coca Cola in various outlets.

The survey was based on three topics:

 I have to check the cooler that was provided by the company to the retailers are properly
working or not.
  I have to check the availability of the products i.e whether the product is available to the
retailer or not.
 I have to check the activation which helps to boost the sales. Activation is done through
boards i.e glow shine, flanges, and combo boards.

Red is the main basic concept of marketing Coca Cola Company. Right execution daily is
the concept by which individual can analyzes his work at the end of each and every day. By
this tool company can analysis the performance of market developer and sale man.

Red is the marketing strategies of coca cola company, company’s marketing punch
line is-jo dikHta hai wo bikta hai. Red is nothing but it is a concept by which company and
market developer try to avail the product on outlet according to its channel and category.

Basically, concept of red depend on the three measurement these measurement are
as follows;

(1) Visibility
(2) Availability
(3) Activation

(1) Visibility – This term is belongs to freeze or visi cooler which is present on the outlet.
Its depend on some factor those are following-

 Standard of freeze – Standard of freeze always depend on category of outlet. If

the category of outlet is diamond, than freeze should be more than 15 cacer. If
the category of outlet is gold, than slandered of freeze should be more than 9
cacer. cacer means how many carats of cold drink can be adjust inside the
freeze. Because the business of coca cola or any soft drink company depend
upon the freeze.

Outlet category
 Category sale of last year (Carats)

Diamond  800 carats

Gold 800 < gold > 500
Silver 500 < silver> 200
Bronze < 200

Outlet category standard of freeze

Diamond  15 cacer
Gold  9 cacer
Silver  7 cacer
Bronze  4 cacer

 Prime position – freeze or visi cooler should be at prime position. Prime position
means it should be visible from the outside. According to red, freeze should be
visible from the outside because it is attract to customer to buy the product. If
freeze be at the prime position customer can choose the product and it also indicator
of product of every flavor because we also know that the strategy of company
“JO DIKHTA HAI WO BIKTA HAI”

 Working condition- freeze should be in working condition because Without

cooling an outlier cannot sell his soft drink; in the soft drink Segmentation cooling
is the most important factor .

 Light working- light of freeze should be in the working condition. Light is the one
of the important factor. because in the night time if light will not work then how a
customer will know that which product is available and which product he wants.

 Purity- Purity is most important factor it has to keep by the outlier. Purity means
there should be no other product in the freeze beside coke product. The reason
behind is that if outlier want to sell other product he can sell very easily. Suppose
 customer is in heavy thrust than he will not see that whatever he is drinking is the
product of brand or not. So it will affect the sale of good brand like coke.

 Shelf compliance- It totally depend on the channels and category. Shelf of freeze is
depending on the standard of freeze, and also depends on channel and category.
Suppose an outlet is e&d type -2 and gold outlet than freeze should be 9 kacer, than
shelf compliance should be-

RGB in three shelves’ and one shelf of water should be there. And product should
be in the brand ordered in one shelves like that-

Co – cola—Thumps up, Coca Cola

L - lemon- Sprite, Limca

O- orange- Fanta

J - Juice – Mazza, MMPO, MMNF

K- Kinley

(2)Availability-Availability of product is the second important factor for RED,

according to red there are some channel and category by the outlier has to keep minimum
requirement with him in freeze. Suppose there is E&D TYPE-2 and gold outlet according
to red there should be minimum requirement is RGB and water like that.

3.Activation: It includes
 GSB/Flex board in diamond & gold, flex board/road standee in silve & bronze
 Price communication
 Combo shots-standee or on the wall
 Any 1 of 3: Shelf/cooler top display, Any Rack:50% charged & 100 pure OR Pure
visi cooler at prime position
This category includes about 15 marks scoring
Besides these parameters, there are another two categories which includes about 10 marks
scoring which are:

 Availability of chilled brand coke

 Promotion/NPD activation of the month would be announced on monthly basis.
Atlast these are the parameters we have to follow to improve the performance of Under
40 outlets.
 PARAMETERS
TO
INCREASE THE SALE

The different parameters adopted by Coca-Cola to increase its sales are as follows:

 Horizontal expansion
 Under 40 outlets

 New product development(NPD)

HORIZONTAL EXPANSION

Horizontal expansion can be explained as adding the new outlets into certain area. In contrary to
this method, vertical expansion is another method to increase the volume of sale of existing
outlets by offering various schemes.

The current target of Hindustan Coca Cola is to make more concentration on Horizontal
expansion.

ADVANTAGES :

 Improves profitability of distributors

• Helps improve route productivity

• Incremental revenue for the business

 Helps in distributing the market demand

• Increase market visibility

.
Personally, I had also worked on Horizontal expansion in which i opened 10 new outlets
by convincing the retailers by giving promise that if they sell our products, we will give
them the visi cooler which is free of cost.

On the other hand, vertical expansion also increases the sales and services along with the profit
of the company.

But vertical expansion is less preferable by the company because of the following reason:

 More expenditure will involve in this strategy

 By offering various schemes i.e crates schemes, discount etc the net revenue of the
company can be affected
UNDER 40 OUTLETS

This strategy refers to increase the performance of existing outlets whose performance are
decreasing in last few months so that it helps to increase the sales of the company.

This strategy includes some parameters which is adopted to improve the performance. The
parameters mainly focus on Visi-cooler, Availability of the product, and Activation.

VISI-COOLER

It includes some points on which the score will be given by the Market Developers to the given
outlets. The points included are:

 Is visi-cooler per standard?

 Is visi-cooler is in the prime position?
 Is visi-cooler 100% pure?
 Is the visi-cooler Brand & self compliant?
This visi-cooler parameter includes 25 marks in which 5 for standard, prime position and
self compliance respectively and 10 for purity.

AVAILABILITY

It includes scoring on

 Sparkling soft drink 200ml, diamond/gold (cola+3), silver/bronze(cola+2)

 SSD 300ml RGB, diamond(cola+4), gold(cola+3), silver/bronze(cola+2)
 SSD Xpress pack 350ml, diamond/gold (cola+2), silver(cola+1)
 SSD 600ml, diamond(cola+3), gold(cola+2), silver(cola+1)
 Any juice RGB 200/250ml

Juice mobile, diamond/gold (2 flavors), silver/bronze (1 flavor)

 Fridge pack 1.25ltr, diamond(cola+3), gold(cola+2), silver(cola+1)

 Juice large PET, diamond/gold(2 flavors)
 Large PET 2/2.25ltr, diamond/gold(cola+2), silver/bronze(cola+1)
  Water mobile 500ml
 Chilled facing of RGB-lead cola flavor and Mazza, minimum 3 facing of each in
diamond/gold & minimum 2 facing of each in silver/bronze

Personally I also worked on under 40 outlets to improve their performance. I had about 18 outlet
whose performance are under 40.

The problem they are facing are lack of availability of the products, some visi-cooler are not
working properly and there are some impurities in the cooler.

So, i personally went to each outlets and took the order to make availability of the product in
their cooler and write the complains whose cooler are not working properly.

Some of the outlets on which I worked upon are as follows:

 Kishan Pan
 MahaMritunjay Pan
 Madan Pan
 Pappu General Stores
 Madhu Sweets
 Dileep cold drink
 Vishal ice cream etc…..
This Availability category includes about 60 marks scoring which improves the
performance of the outlets at great extent.
ACTIVATION

It includes
 GSB/Flex board in diamond & gold, flex board/road standee in silve & bronze
 Price communication
 Combo shots-standee or on the wall
 Any 1 of 3: Shelf/cooler top display, Any Rack:50% charged & 100 pure OR Pure
visi cooler at prime position
This category includes about 15 marks scoring

Besides these parameters, there are another two categories which includes about 10 marks
scoring which are:

 Availability of chilled brand coke

 Promotion/NPD activation of the month would be announced on monthly basis.
Atlast these are the parameters we have to follow to improve the performance of Under
40 outlets.
NPD
NPD means New Product Development.

Coca cola has launched its NPD before four months in march 2010 as MMNF(minute maid
nimbu fresh),before MMNF, it has already launched MMPO (minute maid pulpy orange) as its
NPD which was not successful as MMNF due to some reasons like less promotion activities etc.

MMNF & MMPO both are variety of juice in coca cola.NPD plays an important role in
increasing market share of coca cola.

 MINUTE MAID NIMBU FRESH

M
inute Maid Nimbu Fresh cold drink no gas only based on lemon juice. It is a
non-aerated soft drink and market competitor of Nimbooz of Pepsi. For
increasing sale of company has launched some promotion activities, in which
one important scheme is display scheme.

In this scheme there are two types of display, one is normal display and second is mega display,
in normal display 48-60 bottles should be displayed in attractive manner so that customer get
attracted towards the product, in normal display retailer will get Rs 5 per bottle for one month.

In mega display 120 bottles of MMNF should be displayed and retailer will get Rs 10 per bottle.
 RESEARCH
METHODOLGY
RESEARCH METHODOLOGY

Type of research: Exploratory and descriptive Research

Type of data collected:

1. Primary data

2. Secondary data

• Research instrument: Printed Questionnaire was used as the research instrument to

collect the required information.

• Area of surveys: The survey was conducted in different location of Varanasi city.

1. Primary data collection methods–

• General observation method-

• The retailers were observed to have an insight about the mindset and preference for a particular
brand.

• Personal interaction method-

I made interactions with some retailers during market survey, who want to give some extra
information other than questionnaire and who were busy and not ready to fill the questionnaire.
This was conducted without the help of any questionnaire. The objective was to draw a general
understanding about their problems, performance of the distributer, their preferences and other
useful information. This technique helped to clear doubts arising due to observation method.

QUESTIONNAIRE METHOD

Questionnaire was divided in two parts. First part was for existing retailer’s .The other part was
for new retailer’s .The basic aim of both was to analyze the psychology, need & wants of
retailers.

SECONDARY DATA COLLECTION METHODS-

Secondary data was collected from various websites– Coca Cola India, Beverage Marketing
Corporation, Beverage Digest, from company records to have a comprehensive knowledge about
the beverage industry and Hindustan Coca Cola Beverages Pvt .Ltd.
DATA ANALYSIS
&
INTERPRETATION
 SWOT ANALYSIS

Coca-Cola Company is one of the leading MNC in the world.

It has made a remarkable growth since it origin and it has got a good potential in spite of various
hurdles coming its way. By going through its SWOT analysis we can know much more about the
company.

STRENGTH:
The company has got various strengths, which leads the company be a market leader.
Some of the strengths listed below:

A) Strong product line:

The company has got various fast moving products which are going great job in the market.
These soft drinks not only quench thirst but also refresh everyone it touches. One of the strong
brands of the company is Thumps Up, which specially doing well in the Indian market. It has
captured one of the major shares of the soft drink market.

B.) Advertising:
Advertising plays a major in promoting sales of the product. The company has got one of the
best advertising strategies. Appointing film actors, as the brand ambassadors, makes a great
impact on the mind of the customers. The company should try to launch more and more
advertising and sales campaigns to promote sales to the maximum
WEAKNESS:
As no man in this world is a complete man and so are the companies. Every company has
got weakness so as Coca- Cola Company too. Some of the weaknesses which the company
should overcome are as follows:

A.) Distribution network:

The company has got an average distribution network this is one of the reason why the company
fails to fulfill the demand of the customer at time of peak seasons. It must go for some more
bottling plants and should opt for better distribution channels to increase the sales in the best
possible manner.

B.) Pricing strategy:

The company has got a pricing strategy as there is no certainty of rising or fall of price during the
peak season. This also hamper the sales of the company as the retailers and distributor get
dilemma whether to place the next order or not as increase or decrease in price may hamper their
profit margin and blockage of the goods.
OPPORTUNITIES:
Instead of weakness and threats the company the company has got various opportunities to
which it has to go for. The opportunities for the company are as follows:

A.) Large Market:

As India is said to be one of the biggest market in the world, thus the company survive for long
and can expands to its length and width. Still there are thousand of villages which have not been
covered by soft drink companies. If the company targets the rural market it can easily make large
profits and thus can also satisfy its aim to benefit and refresh the whole nation.

B.)Launch of other brands:

Coca- Cola Company has got more than 300 brands which is running successfully over the
world. Thus it can launch some more brands in the country, after studying the demand and desire
of the people and can deep its roots by winning their minds and hearts.
THREATS:

Some of the threats which the can face:€

(A) Competitors:
One of the strong competitors of the company is Pepsi Co. thus it has to formulate such strategies
which make it to remain one step ahead and give a strong competition to the competitors. Some
of the other competitor in the path of growth to the company is the local soft drinks
manufacturers who play an active part at the time of peak season. The other local refreshers like
Nimbu Pani, lassi, fruit juice etc. which hampers the sales of the company.

(B) Govt. Policies:

The policies of the government also play a major role for the company. The company cannot
perform well or in its own way by violating the rules of the government. Thus, if the government
formulates some policies which creates hindrances in the working of the company it will prove
to be one of the major threats.
 LIMITATIONS
.
• The time period of 2 months was the major limitation.

• Due to the financial and time constraints the study was not able to include more retailers.

• To convince the retailer for a proper interviewing process was also difficult.

• Retailers sometime give wrong data.

• The reluctance on the part of the retailers was also a major setback.

• The analysis of project was based on observations and interpretation on the basis of sample
survey.

• Another limitation could be lack of knowledge. Being a student I undertake this project as a
learning experience.

I have made many mistakes and then learned from them. I have tried my best to be as authentic
and as accurate as possible in the research analysis taking the help of my project mentor on
relevant primary and secondary data.

• The secondary data was not easily available.

• Limited knowledge of the researcher in the field of Research may lead to interpretation errors.

• Certain retailers were not comfortable divulging the figures and data, as they want to keep it
confidential.

• The respondents may be based or influence by other factor.

• A busy schedule of dealers/retailers had made my collation of information very difficult.

• The projection is purely based on verbal meetings and may be influenced by unprecedented
factors.

• Non- co-operative behavior of respondent was a big problem in this survey & it is the important
fact which should be taken into consideration.

• The minor concept & techniques at the marketing management are used significant in the
project concern.

• The research was based on primary collection of data so that there may be chances of human
error and biasness.
 SUGGESTIONS

• The company should measure retailer’s satisfaction regularly.

• Company can increase the sales if it will consider more on retailers, their suggestions or
complaints about service and product so that necessary actions can be taken.

• Review meeting should be often held so that the working pattern of the sales people can be
checked and improved if needed.

• Company representatives should visit retailers and should make a long-term relation with
retailers so that they can push the product.

• Since brand value of Coke & expectation of retailers from this brand is high, as the brand
image shows their quality is supervene so the company should also take feedback time to time.
By this they can maintain their brand loyalty in their customers.

• Distributers should be convinced to pass the incentives to the retailers so that they are
motivated to promote this brand.

• Increase the number of dealers and retailers as this will help in making high sales volume.

• Cash discount should be given & it should be competitive and luring.

• Try to maintain the good image of the monopoly outlets in market by developing the image i.e.
by glow boards, sign boards , and by providing good quality services. By this the monopoly of
the retailer will continue and it will promote other retailers to adopt Coke monopoly

• Company should also attain to small outlets so that there Sales can increase.

• Company should diverse its business in related parts of F.M.C.G sector like- Ice creams ,
butter & chocolates as Company has well established systems.

• Now company should launch new taste of soft drinks like recently launched Minute Maid &
also launched new product in another flavors.

• Company representatives should search new areas for increase in sales.

 CONCLUSIONS

In conclusion, I want to include that these parameters helps to increase the sales of the company
as well as improves the performance of the retail outlets.

From these studies it was found that there is an increase of sale. Coca Cola`s customers and
retailers are satisfied with all the facilities provided by Coca Cola except the pesticide issue
which is still blinking in the minds of the customers.
 BIBLIOGRAPHY:

 Marketing management - Philip Kotler

 Marketing research by - C.R Kothari
 Research methodology by - Uma Sekaran
 www.coca-colaindia.com
 www.google.com
CURRICULUM OBJECTIVE:
VITAE
ABHINAV
TUSHAR DAS To utilize my optimistic perception, devotion, dedication and eagerness for work and
Present addres: learning which beneficial first for organization than individual.
2nd type 751 ATP
Colony, EDUCATION:
anpara,sonebhadra

UP Professional Qualifications:
Phone –
9451636281
 Pursuing MBA in marketing &sales (3rdsem) from Amity University, Luck now.
E-mail:
dassabhinav@gma
il.com

Personal Data Academic Qualifications:

Name:  BBA with 62% from IMS Ghaziabad (2009)

AbhinavTushardas

Father's Name :Mr.  12th with 68.4% from DAV School Anpara Affiliated to C.B.S.E. board (2005).
Samson das  10th with 55% from ST.Francis School Anpara Affiliated to C.B.S.E. board(2003)

Date of Birth
: 23rd March 1988

Gender: Male
Nationality : COMPUTER SKILLS:
Indian
 Basic Knowledge of MS Office
Marital Status:
Single
Languages known:
English, Hindi
Key skills
 Can work
effectively in
team as well as
individually.
 Have good
interpersonal
skills.
Hobbies
 Riding Bike
 Making Friends
 Listening music