Professional Documents
Culture Documents
Coca Cola
Coca Cola
Shahnawaz Adil
MBA 3rd semester
11001220143
Training Guide Mr. Chitresh Tiwari Marketing Executive Manger Advance Sales & Services
Contents
Section 1: Company Profile.
INTRODUCTION TO COCA-COLA
* Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886. * Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. * The Coca- Cola Company began building its global network in the 1920s. Now operating in more than 200 countries. * The Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day.
In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion
MARKET SHARE:
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company controls about 59% of the world market.
NORTH AMERICA
LATIN
AMERICA
EUROPE &
MIDDLE EAST
ASIA &
OCEANA
AFRICA
30%
25%
22%
17%
6%
MISSION:
* To refresh the world. * To inspire moments of optimism and happiness. * To create value and make a difference.
VISION:
* Winning Culture * Live our values * Focus on the market * Work smart * Act like owners * Be the brand
Coca-Cola India was the leading soft drink brand in India till 1977when it was forced to close down its operation by a socialist government in the drive for self sufficiency. After 16 years of absence, coca cola returned to India and witnessed a different culture and economic platform. During their absence, Parle brothers introduced a new type of cola called THUMS UP. Along with, they also formulated a lemon flavored drink, LIMCA, and mango flavored, MAAZA. In 1993, coca cola bought the whole Parle Brother operation, in a hope to beat the main competitor (Pepsi). They presumed that with the tried and tested products of Parle they will be able to regain their throne in the Indian soft drink market. Pepsi having a 6 years head start helped revive the demand for global cola but it was not easy for the soft drink giant (coca cola) to return to India.
*Different advertising campaigns for different regions of the country. In the southern part, their
strategy was to make Bollywood or Tamil stars to endorse their products.
Section 2
Profile of Organization imparting training
Management Profile
General Manager - Sanjeev Garg Head of Sales(City)- Rajan Sharma Head of Sales(Outer)- B.K. Shrivastav Marketing Executive Manager Chitresh Tiwari HR Head Manu Mehrotra HR Executive Pooja Chandwani
Section 3
Conceptual Background of Topic
Horizontal Expansion
Expansion of business capacity through the absorption of facilities or buildings as well as through the acquisition of new equipment to handle an increased volume in sales in which the business is already engaged. In microeconomics and strategic management, the term Horizontal Expansion describes a type of ownership and control. It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets.
By horizontal expansion there will be more outlets of our product in the market which will sell our product in more quantity. This will generate incremental revenue for the business.
Helps Improve Route Productivity
Increase market visibility selling at more outlets give more market visibility of the product which gives higher product recognition and brand value to the products. Increase in market power over supplier and downstream market channels.
Section 4
Detail of Work completed
Objectives, Job profile, Data analysis & Interpretation, Findings ,Suggestions and Limitations
company
Number of Clients
Total 30 retailers such as FMCG Outlet, Beverage and Restaurant, Medical stores Cyber Caf, Communication Stores, Barber shop,
30% of retailers are interested in the OYA scheme of coca-cola. 43% of retailers are not interested in OYA.
27%
30%
43%
Response NO Percentage
Yes No May Be 9 13 8 30 30% 43% 27% 100%
27% retailers are interested but want start from next season as they are already doing business with Pepsi or due to end of peak season.
FINDINGS
Most of the retailers who selling pepsico products refuse to keep coca-cola because of late delivery of orders. Pepsi marketing schemes are much better than coca-cola. Unavailability of regular stock is also reason for refusing cocacola or OYA Brand image and customer preference of coca-cola is stronger than Pepsico. Coca-cola has better quality and range of products than Pepsico.
Findings
In past there was same product with different carret scheme was presented before the retailers. The retailers interested in OYA scheme were. D.K.Traders Pandey Kirana Store Shree Shyam Store Shree Nathji Medicals Shree Sai Stationery Chunmun Tea Stall Lucky General Store Zubair Tea & Sweets
Suggestions
Overall distribution should be improved because many of the retailers are not satisfied with company service . Company must provide free chilling equipment to the outlet where needed and also company should work out on the complains of Retailers Company can increase the sales when it considering more on retailers, their suggestions or complaints .
LIMITATIONS
The study was restricted to kalyanpur(Lucknow) region only. The scheme OYA is less attractive for retailers as better schemes are offered by pepsico. The busy schedules of retailers also make difficulty for collection of data. The companys tight credit policy for small and new retailers. Distribution route and marketing channels are less effective in delivering products to retailers.
Section 5
SWOT Analysis
Strength
Strong band Image. Strong market share. Strong and reliable distribution network. Modified and attractive packaging. Strong advertising campaign and brand ambassdors.
Weakness
Pricing strategy. Lack of availability products in peak season. Tight credit policy. Retailers are less aware about schemes.
Opportunities
Large Domestic market. Good rural market. Potential direct distribution.
Threats
Intense competition.
Dependence on bottling partners . Changing of consumer preference. Schemes of Pepsi are better than coke.
Section 6 Conclusion
Conclusion
As far as journey with the company is concerned, I grasped lots of knowledge within two months Because many of the company officials has assisted and given me the valuable notes and experience of their life. The primary objective of the my research is to analyze the horizontal expansion strategy of Coke and at the end of the research I found that there is requirement of changing the strategy for acquiring new customer for Coke but company should take care of its existing customer because they are the main instrument of promotion for any company so old customer should be fully satisfied with the company.
Thank you!