SUMMER PROJECT REPORT

ON

“IMPACT OF EFFECTIVE MDPJP”

IN COCA-COLA (HCCBPL)

SUBMITTED IN PARTIAL FULFILLMENT OF

DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION
SESSION (2009-2011)
PAPER CODE-(CP-303)

SUBMITTED BY:
MANISH PRAKASH
MBA 3rd SEM

University Roll No.-

SUBMITTED TO
ICL INSTITUTE OF MANAGEMENT AND TECHNOLOGY SOUNTLI
(KURUKSHETRA UNIVERSITY, KURUKSHETRA)

1
 DECLARATION

I hereby declare that, the project entitled “ IMPACT OF EFFECTIVE MDPJP ” assigned to
me for the partial fulfillment of MBA degree from Kurukshetra University, Kurukshetra. The
work is originally completed by me and the information provided in the study is authentic to the
best of my knowledge.

This study has not been submitted to any other institution or university for the award of any other
degree.

MANISH PRAKASH
MBA 3rd SEM
University Roll No.

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ACKNOWLEDGEMENT

“Gratitude is the hardest of emotions to express and one often does not find adequate words to
convey what one feels and trying to express it”
The present project file is an amalgamated of various thoughts and experiences .The successful
completion of this project report would have not been possible without the help and guidance of
number of people and specially to my project guide in the company
Mr. Subhabrata Acharya (Area sales manager) Hindustan Coca-Cola Beverages Pvt. Ltd.
Mr. Rajesh Priyadarsi (sales trainer)
Mr.Nadim Sir (Sales team leader) and all MD’S especially to
Mr.Tusar
Mr. Sanjay kumar
Mr. Premdeep Kumar
Mr. Vinod Kumar
take this opportunity to thank all those who have directly and indirectly inspired, directed and
helped me towards successful completion of project report on “IMPACT OF EFFECT
MDPJP”.

I am also immensely indebted to my project guide, Ms. NERU SINGHAL Lecturer, ICL, for his
illumining observation, encouraging suggestions and constructive criticisms, which have helped
me in completing this research project successfully.

There are several other people who also deserve much more than a mere acknowledgement at
their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and
cooperation intended to me by them.

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 manish prakash

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PREFACE

Summer Training is the bridge for a student that takes him from his theoretical knowledge world
to practical industry world. The main purpose of industrial visit is to expose for industrial and
business environment, which cannot be possible in the classroom.
The advantages of this sort of integration, which promotes guided to corporate culture,
functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical.

2) To install the feeling of belongingness and acceptance.
3) To help the student to develop the better understanding of the concept and questions
already raised or to be raised subsequently during their research period.

The present report gives a detailed view of the “ IMPACT OF EFFECTIVE MDPJP ”. The
research is definitely going to play an important role in developing an aptitude for hard self-
confidence.

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 CONTENTS

1) CHAPTER-1 INTRODUCTION TO

 SOFT DRINK INDUSTRY

 HCCBPL

 PROJECT

“IMPACT OF EFFECTIVE MDPJP”

2) CHAPTER -2
OBJECTIVES
3) CHAPTER-3
RESEARCH METHODOLOGY
4) CHAPTER-4
ANALYSIS AND INTERPRETATION
5) CHAPTER-5
FINDINGS
6) CHAPTER-6
LIMITATIONS
7) CHAPTER-7
RECOMMENDATIONS
8) CHAPTER-8
CONCLUSION

 BIBLIOGRAPHY
 ANNEXURE

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7
 Chapter – 1

INTRODUCTION TO

 SOFT DRINK INDUSTRY

 HCCBPL

 PROJECT

(IMPACT OF EFFECTIVE MDPJP)

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9
Introduction to Soft Drink Industry

The main production of soft drink was stored in 1830’s & since then from those
experimental beginning there was an evolution until in 1781, when the world’s first cola flavored
beverage was introduced.

These drinks were called soft drinks, only to separate them from hard alcoholic drinks.
This drinks do not contains alcohol & broadly specifying this beverages, includes a variety of
regulated carbonated soft drinks, diet & caffeine free drinks, bottled water juices, juice drinks,
sport drinks & even ready to drink tea/coffee packs. So we can say that soft drinks mean
carbonated drinks.

Consumption of Soft Drink in India

India is one of the lowest soft drink consuming countries in the world. According to per capita in
India is 5 bottles per year, while highest consumption in USA of 800 bottles per year. Lower
middle & upper middle class consume 91% of soft drink market.

Growth & Size of Market

The consumption diagram graph of soft drink has never, decrease. If once, it has increased. It is
increasing at 24 – 25% per year.
Even in India the market is constantly growing in 1993, the people of India consume only 0.7
lt/head, while in 1995 it increased from 0.7 to 0.93 lt/head, in 1997 it was 1.14 lt/head & in 2001
it was 1.62 lt/head.

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Market Share in India

BRAND NAME MARKET SHARE (ORG. FIGURE)

COCA-COLA 57%
PEPSI 41%
OTHERS BRANDS 2%

The two global majors Pepsi & Coca – Cola dominate the soft drink industry market. Coca –
Cola, which had winded up its business from India during the introduction of IERA regime
reentered in India after 16 years letter in 1993. Coca – Cola has acquired a major soft drink
market by buying out local brands like Thums up, Limca & Gold Spot from Parle Beverages.
Pepsi although started a couple of years before Coca – Cola in 1991, right now it has lower
market share. It has brought over Mumbai based Dukes range of soft drinks. Both Cola
manufactures Pepsi & Coca – Cola come up with their own market share & claim to have
increased their share.

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Coca-Cola is the product that has given the world its best-known taste was born in Atlanta,
Georgia , on May 8, 1886. 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. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company’s beverage products
comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-
drink powder products. In addition to this, it also produces and markets sports drinks, tea and
coffee. 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: “Provide a moment of refreshment for a
small amount of money - a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that system is
dedicated to people working long and hard to sell the products manufactured by the Company.
This unique worldwide system has made The Coca-Cola Company the world’s premier soft-

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drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any
other consumer 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 working with its business partners to deliver satisfaction and value to
consumers through a worldwide system of superior brands and services, thus increasing 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 providing an appropriately controlled environment, to meet
business goals and objectives.

The associates of this Company jointly take responsibility to ensure compliance with the
framework of policies and protect the Company’s assets and resources whilst limiting business
risks.

The business system of coca-cola in India directly employs approximately 6,000 people, &
indirectly creates employment for many more related industries through our procurement,
supply and distribution system.

The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises –
owned bottling operations. On the distribution front , 10 tone trucks, 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 mfg. distribution & sales of product across the country.

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COCA- COLA IN BIHAR
When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. 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 market. At present the work force capacity of the
Hindustan Coca Cola Beverages Pvt. Ltd. is 126 including all the departments.
The soft drink market in India is quite wide. The
production of soft drink in Bihar was stated on 27th with March 1967 with installation of a Coca
Cola bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr. Dharma
Chad Kumari which was named as Steel city Beverages Pvt. Ltd. The company controlled the
lions share in the soft drink market 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 the advent of Janta Party Government, it created trouble for
Coca Cola which led to withdraw its operation from India.
After the withdraw of Coca Cola from India the Parle monopolized the soft drink
market in Bihar and took a lions share of the beverages product from the industry even after Mc.
Dowell pure drinks and local drinks entered into the market. They would not complete with
Parle.
Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the
India market. It shared its bottling of products in Bihar by Steel city Beverages Company on 24th
March 1991 owned by Kamani's collaboration with Birla Group,which was once the bottling
plant for Coca-Cola. After the re-entry of Coke in 1993 the market scenario of Bihar also
changed dramatically. Coca cola establishes its bottling plant in Jamshedpur (Now in Jharkhand)
and Patna to counter its archrival Pepsi.

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 A soft drink is a non-alcoholic beverage. It is
artificially flavored and content no fruit juice or pulp. The invent of soft drink is really a classic
example of today's marketing theory which says “The real marketing spirit of marketing man lies
behind the fact of identifying a need, a real need of consumer and providing him the product to
fulfill his need”.

COCA-COLA IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all empowering Coca-
Cola entered the country to dominate the soft drink market, the history of soft drink in India is
quite drinking old. Down the ages, people consume soft drink to give them a refreshing feeling.
Gold spot is considered as the first brand of soft drink in India, it was introduced in 1965.
Coca- cola at the same time entered the Indian mark t .and dominated the whole market. It faced
no though competition from the domestic market. Due to certain circumstances the Coca cola
Company discontinued its operations in India. In 1993 Coca Cola was launched 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 Food are giving tough competition to each other.
Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a very good
beginning in the Indian market and it hardly faced any competition in India. The marketing
people did not even require advertising Coca Cola. This extra ordinary success of soft drink
could be attributed to following factors.
Later in 1970, it introduced Limca a lemony soft drink. Before limca they had tentatively
introduced by Cola-Pepsi which they had to withdraw soon in the face battering confrontation
with Coca-Cola. The Indian drink had a significant opportunity in 1977 when Coca Cola decided
to wind up its operation rather than bowing to the government of India insistence of dilution of
equity.

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COCA-COLA PATNA IN PLANT
Coca-Cola begins its operation on 4th Sept. 1998 by over the franchise bottler.
It is located at E-1 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 plant can produce around 18000 cases of soft drinks per day by contribution of more than
100 employees .

MANUFACTURING UNIT OF HCCBPL (PATNA)

16
MANUFACTURING PROCESS

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FLAVOURS OF COKE IN INDIA

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The world's favorite drink. The world's most valuable brand. The most recognizable word across
the world after OK. 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.

Coca-Cola returned to India in 1993 and over the past ten years 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 favourite 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 brands in the portfolio grew leaps and bounds. Coca-Cola
had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such

19
as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today. Its brand
ambassadors are Aamir Khan and Hrithik Roshan.

Glass PET Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L, 6 330ml

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.
ThumsUp 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.

Glass PET Can

200ml, 300ml, 600ml, 1.2L, 2L, 2.25L, 330ml

“Lime ‘n’ Lemoni” Limca, Derived from “nimbu” + “jaisa”.. Hence “lime sa”.
Limca has been lived up to its promise refreshment and has been the original thirst

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choice of millions of consumers for over 3-decades. Born in 1971 has remained
unchallenged as the No.1 Sparkling Drink in the cloudy lemon segement.

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".
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 moment. This positive imagery is associated with happy, cheerful and special
times with friends.

Glass PET Can

200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml

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 grown to be one of the fastest
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growing soft drinks, 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 refreshing 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 Can
200ml, 300ml 600ml, 1.2L, 2L, 2.25L 330ml

Maaza was launched in 1976. Here was a drink 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 fruit category.
Over the year, brand Maaza has become synonymous with Mango. This has been the result of
such successful campaigns like ‘Taaza Mango, Maaza Mango” and “Botal Mein Aam, Maaza hai
Naam” consumers regard Maaza as wholesome, natural, fun drink which delivers the real
experience of fruit.
The current advertising of Maaza position it as an enabler of fun friendship moments between
moms and kids as moms trust the brand asn the kids lovew 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”.

Glass Tetra Mobile Pet

200ml, 300ml 200ml 600ml 1.25ml

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 Minute maid Pulpy orange

The brand launched in its internationally successful minute maid pulpy Orange “ avatar is a
naturally refreshing juice drink which offers an Unmatched taste experience to consumers due to
the presence of real ‘orange pulp” This innovative consumer proposition is best explained by The
brand tagline “Refreshing orange, surprisingly pulpy”. Minute maid Pulpy orange has been made
available in two PET pack-sizes on the go1.25 liter bottle, priced at Rs.25 and 70 respectively.
MOBILE Pet
250ml,400ml 1.l

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
23
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 we believe that right to pure, Safe drinking water
is fundamental. A universal need, that cannot be left to chance.

BUSINESS PLAN MODEL

DISTRIBUTION NETWORK

Distribution chain at HCCBPL

The customers of the Company are divided into different categories and different routes, and
every salesman is assigned to one particular route, which is to be followed by him on a daily
basis. A detailed and well organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher
profits to the firm.

DISTRIBUTION ROUTES
The various routes formulated by HCCBPL for distribution of products are as follows:

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 • Key Accounts: The customers in this category collectively contribute a large chunk of
the total sales of the Company. It basically consists of organizations that buy large
quantities of a product in one single transaction. The Company provides goods to these
customers on credit, payments being 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.
• Future Consumption: This route consists of outlets of Coca-Cola products, wherein a
considerable amount of stock is kept in order to use for future consumption. The stock
does not exhaust within a day or two, instead as and when required stocks are stacked up
by them so as to avoid shortage or non-availability of the product.
Examples: Departmental stores, Super markets etc.

• Immediate Consumption: The outlets in this route are those which require stocks on a
daily basis. The stocks of products in these outlets are not stored for future use instead,
are exhausted on the same day and might run a little into the next day i.e. the products are
consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions etc.
• General: Under this route, all the outlets that come in a particular area or an area along
with its neighboring areas are catered to. The consumption period is not taken into
consideration in this particular route.

DISTRIBUTION SYSTEM

• Direct distribution: In direct distribution, the bottling unit or the bottler partner has
direct control over the activities of sales, delivery, and merchandising and local account
management at the store level.

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 • 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 management)

• Merchandising: Merchandising means communication with the consumer at the point of

purchase to convey product benefit, value and Quality. Sales people and delivery
personnel both have this responsibility. In certain locations special teams who go into
business locations to specifically merchandise our products.

• Shipping or Warehousing Department: It dispatches goods as per approved by order,

ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out
area and updates warehouse stock records in a timely manner.

MISSION & VISION

ur mission, vision and values outline who we are, what we seek to achieve, and how we want to
achieve it. They provide a clear direction for our Company and help ensure that we are all
working toward the same goals.

OUR MISSION
Our mission declares our purpose as a company. It serves as the standard against which we
weigh our actions and decisions. It is the foundation of our Manifesto.

• To refresh the world in body, mind and spirit.

• To inspire moments of optimism through our brands and our actions.
• To create value and make a difference everywhere we engage.
OUR VISION
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Coca-Cola’s vision guides every corners of business by describing what we need to accomplish
in order to continue achieving sustainable growth. Coca-Cola is guided by shared values that
both the employees as individuals and the Company which is blend of

Accountability , Passion , Innovation , Collaboration , Leadership Integrity and Quality.

People: Being a great place to work where people are inspired to be the best they can be.

Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.

Partners: Nurturing a winning network of customers and suppliers, together we create mutual,
enduring value.
Profit: Maximizing long-term return to shareowners while being mindful of our overall
responsibilities.

COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic
beverage industry consisting of juices and soft drinks. The key competitors in the
industry are as follows:

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 MARKET SHARE

29%
COKE

PEPSI

71%

• PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company
never ends for the World's # 2, carbonated soft-drink maker. The company's soft drinks
include Pepsi, Mountain Dew, and Slice. Cola is not the company's only beverage;
PepsiCo sells Tropicana orange juice brands, Gatorade sports drink, and Aquafina water.

• Nestlé: Nestle does not give that tough a competition to Coca-Cola as it mainly deals with
milk products, Baby foods and Chocolates. But the iced tea that is Nestea which has been
28
 introduced into the market by Nestle provides a considerable amount of competition to the
products of the Company. Iced tea is one of the closest substitutes to the Colas as it is a
thirst quencher and it is healthier when compared to fizz drinks. The flavored milk
products also have become substitutes to the products of the company due to growing
health awareness among people.

division of market

20%

COKE
PEPSI
50%
OTHERS
30%

CUSTOMER

As coca cola has a wide range of products. Its customer also varies according to taste and
preference.
Coca cola is also available in can of 330ml which targets the upper income class and their sale is
also confined in those particular places.
Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers have choice
for. Among the products of coca cola Thumps-up has lead the way with 45% of market share
Fanta stands third after Mirinda.
Coca Cola Company has wide range of customers that falls under the distribution channels of
marketing. Customers may be CNF, distributor, retailers to final customers, which are
households.

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Organizational Chart of HCCBPL

30
31
ORGANIGATION CHART COCA COLA INDIA

32
STRUCTURE OF SALES DEPARTMENT

33
BRAND AMBASSDORS & TV COMMERCIALS

COLA WAR (neck to neck)Bollywood rising stars Asin (left) for Pepsico’s Mirinda,Genelia
D’souza (Right) for cocacola’s Fanta

Tennis star Sania Mirza for Sprite

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 Bollywood star Aamir Khan for Coke Bollywood star Akshay kumar
for Thums up

Sprite “seedhi baat” TV add Limca “fresh ho jao” TV add

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 Minute maid pulpy orange TV add

Bollywood superstar Shahrukh Khan new Brand Ambassador of Sprite

PROMOTION BY THE COMPANY

Promotional strategy during IPL matches

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 Lucky Coupon Dinner with kings XI Punjab

Sprite “kholega toh bolega” IPL Season 2

Riding on the passion of T20 cricket amongst consumers, Brand Sprite, Official Pouring Partner
of Kolkata Knight Riders (KKR) had announced the launch of a Special edition ‘Sprite Kolkata
Knight Riders’ bottle. The latest initiative was a part of brand Sprite’s larger consumer
engagement program to leverage the second season of DLF IPL, 2009.

Independent research reports have shown, out of the 230 million mobile phone users in the
country, the youth continues to be the largest users of mobile phones. Combining this key insight
with the passion of T20 cricket, company had launched a special edition ‘Sprite Kolkata Knight
Riders’ bottle with insignia of key players. Complimenting the innovation, Sprite was also
rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and
Nokia.In the offer consumers just need to drink Sprite and look out for a unique 9 digit code
under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet
Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win
37
a Nokia mobile phone every hour. The entire initiative was applicable RGB and also on all PET
packs of Sprite.To create awareness about ‘Kholega Toh Milega’ digital initiative, the company
had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on
all the leading TV channels across India.

PROMOTION DURING OFF SEASON

Limca Launches ‘Laptop Ki Barish’ Consumer Initiative

Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’
consumer initiative nationally. As part of this unique initiative a computer generated lucky draw
would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days.
The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml,
600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative
consumers just need to SMS “LIMCA” followed by a 9 digit unique code to 58558 from their
GSM / CDMA mobile phones.The national initiative is designed to leverage the popularity of
digital media like mobile phones (Both GSM & CDMA & IVRS), internet and laptops amongst
soft drink consumers and would run from 1st August to 14th September, 2009

BRANDS TAGLINE

Thumsup - Taste the thunder

Cocacola - Open happiness

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Sprite - Seedhi baat no bakwaas , clear hai

Limca - Fresh ho jao

Fanta - Go bite

Maaza - Bina guthli wala aam

BRAND AMBASSDORS

Thumsup - Akshay Kumar

Cocacola - Aamir Khan

Sprite - Shahrukh Khan

Fanta - Genelia D’souza

Limca - Riya Sen

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INTRODUCTION OF THE PROJECT
(IMPACT OF EFFECTIVE MDPJP)
In the F.M.C.G. sector beverage is one of the thoughest branch because it has to

deals with the sell of soft drink and after that it has to collect the bottle because

those bottles can be used by company after recycling process.Coca-cola is the

world largest beverage company in soft drink segment .It has adopted a unique

sales promotion strategy known as RED(Right Execution Daily). The

successfully implementation of RED depends upon MD (Market Developer) and

their flawlss planned PJP (Permanent Journey Plan). Activation of those outlets

which comes under RED need to provide all the activation elements and continuos

visit on regular interval by Market Developers so that sales of the soft drink could

be increase to a greater extent. Either it is to know the availability of activation

element in RED outlets or problem in distribution of activation element MD play

an significant role in through his effective PJP. Determination of unique PJP for a

MD help him be in touch of all the outlets with ease by increasing the no. of visit.I

had been assigned to visit all the RED and NON RED outlets with MDs in their

distribution centre to know MDs work, their difficulties in covering the outlets they

have been assigned and asked to give the details in 3X pattern. Earlier MDs were

working on 2X pattern.

40
 MDPJP UNDER 3X PLAN

A outlet has to be visited three times within a week .

Days of visiting outlets could be in two ways :

• MON ----- WED ---- FRI

• TUE ----- THRUS ---- SAT

Each day 35 outlets must be visited in a specific area allotted to a MD.

• Time taken in visiting a outlet shoud be based on that outlets class.

AT GOLD OUTLETS -UP TO 15 Minutes

41
 AT DIMOND OUTLETS -UP TO 15 Minutes
AT SILVER OUTLETS -UP TO 10 Minutes
AT NON RED/BRONZE -UP TO 5 Minutes

• One MD requires visit of 70 outlets (which is max. no.) in a week.

• If outlets are more than 70 in one visiting route, requires a additional MD.

KEY TERMS TO UNDERSTAND THE HORIZON OF

MDPJP

SEGMENTATION MODEL

42
Outlet Structure of the Coca Cola in India
The outlets can be classified as per three criteria :

Consumption Pattern
Volume Pattern
43
Shoppers Profile

SEGEMENT
A) E & D
B) Convenience
C) Grocery

A) E & D : –

Those outlets where people visit to ear of drink are known and eating and drinking outlets. Such
as Restaurants and Hotels , Dhabas.

B) Convenience : –

Convenience outlets ate those outlets where people visit regularly for various purposes like
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.

5%

29%
E&D

66% CONVENIENCE

GROCERY

Based on Volume Pattern

According 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
44
GOLD
SILVER
BRONZE

DIAMOND

Those outlets, which give an annual sale of Coca - Cola products more than 800 carats.

GOLD

Those outlets, which give an annual sale of Coca - Cola products less than 200 carats.

SILVER

Those outlets, which give an annual sale of Coca - Cola products between 200 to 499 carats.

BRONZE

Those outlets, Which give an annual sale of Coca':-Cola products less than 200 carats.

VISICOOLER STANDERS OF ALL THE CHANNELS

Low Medium High

45
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.
Nielsen (a consultant) every month. A.C. Nielsen conducts a survey by visiting all
the RED activated outlets and benchmarks it on the prescribed Merchandising
standards of RED. A monthly report is send to Hindustan Coca- Cola Beverages
Private Limited.
BRAND ORDER

The company has given a brand order to the market developers to arrange the different brands in
a specific order in the cooler. The order should be in such a way-
COLOJ - K
CO - COLA THUMSUP ,COKE

L - LEMON SPRITE , LIMCA

O - ORANGE FANTA

J - JUICE MAAZA , MMPO , MMNF

K -KINLEY WATER , SODA

THUMS UP > COKE > SPRITE > LIMCA > FANTA > MAAZA > MMPO >

MMNF > SODA > WATER

Brand share

7% THUMSUP
6% 8%
COKE
14% SPRITE
63%
46
LIMCA

2% FANTA
MAAZA
MERCHENDISING STANDARDS FOR DIFFERENT DISTRIBUTON CHANNEL

EATING & DRINKING

Dimond Visi-Cooler should be in the Prime Position .

Gold Combo offer with minimum display of there products.

Silver Table Top Tent cards should be present.

Price commution shoud be there. Flange/Standee should
Be there.
CONVENIENCE

Diomond Visi – cooler should be in the Prime Location.

Gold Counter top display should be there.

Price communication should be there.
Silver Flange/Standee should be there.

GROCERY

Diamond Visi – cooler should be in the Prime Location.

Gold Counter top display should be there.

Price communication should be there.
Silver Flange/Standee should be there.
IMPURITY

There should be no impurity in the visi cooler of the company. Impurity here refers to that brand

which is presented in the visi cooler other than coke’s product. Therefore not other product of

any other company may not be in the cooler.

AVAILABILTY

47
Availability is done according the type of outlet. There are four type of outlet mentioned below.

According to this market developer has to ensure the availability of the products in the particular

outlet.

ACTIVATION

Activation is important because it helps to boost the sales of the company. it is done through the

Glow sign, Shelf display, flanges. Combo boards, Table tops .This boards usually gives to the

E&D outlets .It helps to attract the customers. Rack with header is provided to the grocery stores.

Activation Elements

Market developer must ensure that all these activation elements must available at

all the outlets. Detail of activation elements must available at GROCERY

STORES:

SHELF DISPLAY DISPLAY OF RACK VISICLOOER

RED SCORE TRACKING

The performance of market developer is measured on the basis of score tracking.

Tracking will be done of the following Parameters:

48
1. Visi-cooler 25 points
2. Availability 60 points
3. Activation Elements 15 points
4. TOTAL 100 points

CHAPTER - 2

• OBJECTIVES

49
OBJECTIVES OF STUDY

• To unearth the factors which make MD inefficient?

• To study the existing mode of working of an MD.

• How an MD can help in outlet activation?

• What no. of outlets should be allotted to an MD.

• How an MD can increase the frequency of visiting a outlet ?

• To outline the effective MDPJP.

• To know the impact of effective MDPJP on sale.

SCOPE OF THE STUDY

• By this study company can involve require no. of MD in an area.

• This study helps the company to tap the efficiency of the MD.
• MDPJP helps to improve the promotion activities of the company and its
successfully implementation.
• This study ensures the availability of the product in the market.
• The study helps to find out the problem of an MD in completion of RED score.
• Effective MDPJP helps to maintain the outlets in a well aligned way to avail all
the product to the consumers.
50
51
 CHAPTER-3

• RESEARCH METHODOLOGY

52
 RESEARCH METHODOLOGY

The methodology used to analyze the project is mainly based on survey method and this survey
was conducted through visiting Red and Non Red outlets and it also include direct contact with
grocery retailer, convenience store, eating and drinking outlets.
For survey sample size was taken from Two Distribution Agency located in Patna and it was
covered with the help of MDs (Market Developer) and STL(Sales Team Leader) of the
Hindustan Coca-Cola Beverage Private Limited.

The sample collected from only two distribution point existing in PATNA CITY, consisting
outlets of each Grocery, Convenience and Eating & Drinking. So total size of the sample is 321
only.

Research design : A research design is purely and simply the work or plan for a study that
guides the collection and analysis of the data. I have chosen descriptive research design for
study.
I have used LIKERTS Scale ( 5 point ) to know the traits of MDs in form as
Excellent - Good – Average – below average – Poor
Excellen Below
Attribute / Scale t Good Average Average Poor
Informative 128 73 60 47 12
Suggestive 40 78 149 32 21
Problem Solving 33 87 120 56 24

53
 Regular Visiting 78 160 62 20 0

Sampling: Sampling studies are becoming more and more popular in all types of mass
study.The result of sampling has attained a wisely high standard accuracy.
Sample Design: Non random sampling
Size of sample: 321
SOURCES OF DATA COLLECTION
PRIMARY SOURCES

From Distribution Point.

From Outlet owners.

SECONDARY SOURCES

Internet Sites - www.google.com,

www.Coca-Cola.com,

54
 www.wikipedia.com,

www.coca-colaindia.com

1. Activation booklet of the coca-cola.

2. RED tracker of the market developer.

3. Magazines - Business World

CHAPTER - 4

• ANALYSIS AND INTERPRETATION

55
 DATA ANALYSIS

Questions asked to Outlets Owners who selling Coca-Cola products .

1. Do MD visit to your outlet on regular basis ?

No. of outlets
Attribute owner %
21.25
Excellent 68 %
58.75
Good 188 %
12.81
Average 41 %
Below Avg. 23 7.18%
Poor 0 0%
TOTAL 320 100%

56
Interpretation
Only 59% outlet owner are accepting ‘good’ shows the regular visit of MD is appreciating but
21% with ‘excellent’ shows there is possibility of improvement which can done through change
in existing PJP.

2) Do they spent adequate time at your outlet ?

Attribut No. of outlets
e owner %
Excellent 54 16.87
26.25
Good 84 %
33.75
Average 108 %
Below
Avg. 49 15.31
Poor 25 7.81
TOTAL 320 100%
57
Interpretation
A balance PJP plan save the precious time of an MD . Here only 17% outlet owner are satisfy
with the time spent by MD in their outlet. But at the same time only 34% ‘Average’ satisfaction
lable hints a improvement in PJP plan.

58
3) Are you satisfy with MDs in handling the problems ?

Attribut No. of outlets

e owner %
15.62
Always 50 %
37.50
Often 120 %
Occasional 22.50
ly 72 %
16.56
Rarely 53 %
Never 25 7.80%
TOTAL 320 100%

Interpretation

59
Unsound response(always 16%) of problem handling service may be because of less time
availability.No doubt good PJP plan may improve it.

4) Do they able to avail coke flavours even in peak season ?

No. of outlets
Attribute owner %
10.93
Always 35 %
13.12
Often 42 %
33.75
Occasionally 108 %
29.06
Rarely 93 %
13.12
Never 42 %
TOTAL 320 100%

60
Interpretation
Demand is on zenith in peak season,April to August. This is very exhaustive for MDs .
Rarely(29%),and Occasionally(34%) can be improve which can increase the sales volume.

5) Execution of all activation element is done by …

61
 No. of outlets
Attribute owner %
76.87
MD 246 %
STL 48 15%
Other senior
personnel 26 8.12%
TOTAL 320 100%

Interpretation

76% outlets owners are agree with but rest rest 34% outlet owners are in expectation more
support from MDs.

62
Question asked to MDs of COCA COLA in PATNA.

6) Are you satisfy with your current PJP ?

(Higher remarks shows higher satisfaction lavel)

Remar No. of
ks correspondent %
0 -20 2 8.69%
20 - 40 4 17.39%
40 - 60 8 34.78%
60 - 80 6 26.08%
80 -
100 3 13.04%
Total 23 100%

63
Interpretation

Only13% are highly satisfied which is lower level of satisfaction. Highly dissatisfaction is
proportional to ergent chane in existing plan.

7) Do you have sufficient time to visit the outlets ?

No. of
Option correspondent %
Very
Much 4 17.39%
Sufficient 6 26.08%
Less 9 39.13%
Poor 4 17.39%

64
Interpretation

In totality (39% +17%) 56% MDs are struggling to commensurate with their time and work .
Only 18% are happy just because of the cosy area they have allotted.

65
 8) How many outlets you visit in a day ?

No. of No. of
outlets correspondent %
1o - 15 0 0%
15 - 20 5 21%
60.86
20 - 25 14 %
17.39
25 - 30 4 %
Total 23 100%

Interpretation

66
Only 17% MDs are able to cover total no.of outlets they have been alloted.

Rest are unappy and looking for change.No any (0%) MDs accepts current 2X PJP as complete
failure . It mean that they need some improvement in current plan.

9) Do you easily cover all these outlets ?

No. of
Option correspondent %
Peak Season 4 17.39%
Festive
Season 7 30.43%
Off Season 12 52.17%
Total 23 100%

67
Interpretation

Covering all outlets depends on total no. of outlet and distance between the outlets and sometime
on outletowners. Similarly peak season(17%) , festive season(31%) affect MDs time spendings
on a outlet. So PJP plan either 2X or 3X shoud be prepared considering above factors.

10) Are you overburden (in visiting more outlets ) ?

No. of
Option correspondent %
Highly 5 21.73%
Moderate 12 52.17%
No
Problem 6 26.08%
Total 23 100%

68
Interpretation

More than 50% MDs are suffering from existing PJP plan and in lack of time their output are
unremarkable even being all over the day in the market

69
 11) Do you feel need of new PJP plan or do you think existing PJP plan reduce your
efficiency ?

No. of
Option correspondent %
Yes 17 73.91%
No 6 26.08%
Total 23 100%

Interpretation

73% MDs are with change in existing journey plan because they believe that existing journey
plan make them inefficient so they are supporting a new journey plan.

70
VIJAY DISTRIBUTION

Covered by Mr.Sanjay Kumar

outlet
type non red Red Total
Area g/d S
agamku
wa 15 9 17 41
city
chowk 14 7 17 38
begump
r 23 2 5 30
Total 52 18 + 39 = 57 109

Non
Outlet Red/Bronz Gold/Dim
Type e ond Silver
Agamku
wa 15 9 17
City
Chowk 14 7 17
Begump
ur 23 2 5

71
MEGHA DISTRIBUTION

Covered by Mr. Premdeep Kumar

outlet type Red

Non red Total
Area G/D S
Khjekalla 8 11 14 33
Pachimdarw
aza 12 4 19 35
72
Chowkshikar
pur 11 9 13 33
Total 31 24 + 46 = 70 101

Outlet Non Gold/Dim

Type Red/Bronze ond Silver
Khjekalla 8 11 14
Pachimdarw
aza 12 4 19
Chowkshikar
pur 11 9 13

73
 MEGHA DISTRIBUTION

Covered by Mr. Vinod Kumar

outlet
type Non red Red Total
Area G/D S
Maharaj
Ganj 24 4 6 34
Gay Ghat 27 3 4 34
Sardar
Gali 24 6 13 43
Total 75 13 + 23 = 36 111

Outlet Non Gold/Dim

Type Red/Bronze ond Silver
Maharaj
Ganj 24 4 6
Gay Ghat 27 3 4
Sardar
Gali 24 6 13

74
Details of Time consumed in visiting an outlet (Daily Basis) .

Working hours in a day = 9:30 – 5:30

= 8 hours (480 minutes)

Approx. lunch time = 35 minutes

75
Remaining time = 480-35 = 445 minutes

Average time taken in visiting 35 outlets (because of 3x plan)= 445/35=12 to 13 min.

But as per standard time taken in

Dimond outlet = 15 min.

Gold outlet = 15 min.

Silver outlet = 10 min.

Bronze outlet = 5 min.

Non Red outlet = 5 min.

76
 CHAPTER-5

• FINDINGS

77
FINDINGS FROM THE DATA MENTIONED ABOVE

On an average an MD should spent not more than 13 minutes.

Under Vijay Distribution total outlets is 109. It means 39 outlets are extra which require a place
for new MD .

Under Megha Distribution total no. of outlets are 222 . It means that there is 72 are extra which
also arise a place for a new MD .

Distribution of no. of outlets according to there class can be made in this way:

In Dimond/Gold - 1 to 18 outlet can be put easily.

In Silver - 4 to 25 outlet can be put easily.

In Non Red/Bronze - 5 to 27 outlet can be put easily.

SIGNIFICANCE OF THE STUDY

78
• This project is helpful to find out the sale trends of the coke products and its
effect on consumer value and satisfaction.
• This study provides an insight to the company that what kind of strategy must be
adopted in order to increase the sales and satisfaction o the consumer.
• Effective MDPJP is directly deals with the interaction (consumption of coke) of
more people by covering more outlets.

79
 CHAPTER-6

• LIMITATIONS

80
LIMITATIONS

In spite of all efforts have been taken to make the project as accurate as possible but this project
suffers from the following limitations:
• The time period of study was only for one and half month so it was challenging to cover
all the areas and go into the depth of the problem and make analysis.

• The area of survey was only in two distribution point with 4 to 6 MDs while there are
about 23 MDs and ---- distribution area.

• It was peak season (Mid Summer) when project has been conducted so MD were less
supportive due to there workload.

• As the data included is secondary in nature, authentication of the data is major concern.

• The next difficulty was the facts and figures had change due to change in distribution
area , thus it could affect the recommendation and conclusion part.

• There can also be the limitation as the sample size which is on the basis of 321 outlets.

• We can not get the truthful result about the distribution channel of any organization that
is major limitation.

81
 CHAPTER-7

• RECOMMENDATIONS

82
 Recommendation

• Company should make plans for better performance to the sales man.

• Company must have correct feedback from the retailers on the performance of MDs. This
can improve their accountability and efficiency.

• MDs must be instructed well about each and every schemes and new product if any.

• MDs should carry aggressive approach to maintain purity in the SGA.

• There should be facility of remuneration for MDs commensurate with their performance
to motivate them.

• Gate meeting works effectively so it must be carry in future.

• Disfunctioning of SGA (sales generating assets) are major reason of dissatisfaction

among retailers so it need periodical maintenance. It ease the work of MDs.

• The company executives should make visit at retail shops on regular basis.

83
 CHAPTER-8

• CONCLUSION

84
Conclusion

• In peak season MDs were insufficient to make supply of all flavors in all outlets.

• Under 2x PJP MDs were overburdened due to visiting more outlets.

• MDs were to unable to approach the retailers by time which create dissatisfaction among
retailers.

• In Patna region Coca-Cola is the leading soft drink brand and ThumsUp, sprite , Maaza
are the leading flavor.

• The sales and distribution network of Coca-Cola is almost flawless and very strong.

• Building healthy relationship with the outlet holders by availing them better services and
schemes.

• Maintaining the good relationship with the distributors are very important for the
company.

85
BIBILOGRAPHY

Reference:

Books Authors Publication Edition

Marketing Research : Naresh Malhotra Pearson Education 3rd
Marketing Management : Philip Kotler Pearson Education 13th
Research Methodology : C. R. Kothari New Age International 2nd

Websites :
www.quickmba.com/strategy
www.indiacom.com
www.yellowpages.com/india/coca-cola
www.coca-colaindia/aboutus/aboutus.aspx

86
ANNEXURE

QUESTIONNAIRE

I am conducting market research study on “Impact of effective MDPJP” for

COCA-COLA . Please answer my questions I will highly obliged to you . Thank you

for your kind co-operation.

Name of outlet owner : ……………………….

Add 1 : ………………………………………………...
Add 2 : ………………………………………………...
Contact No. : ……………………………………………
Questions asked to Outlets Owners who selling Coca-Cola products .

1) Do MD visit to your outlet on regular basis ?

No. of outlets
Attribute owner %
Excellent
Good
Average
Below Avg.
Poor
TOTAL

87
2) Do they spent adequate time at your outlets ?
Attribut No. No. of outlets %
of outlets
Attribute
e owner
owner %
Always
Excellent
Often
Good
Occasionally
Average
Rarely
Below
Avg.
Never
Poor
TOTAL
TOTAL

3) Are you satisfy with MDs in handling the problems?

4) Do they able to avail coke flavours even in peak season?

Attribut No. of outlets

e owner %
Always
Often
Occasional
ly
Rarely
Never
TOTAL

5) Execution of all activation eement is done by …

88
 No. of outlets
Attribute owner %
MD
STL
Other senior
personnel
TOTAL

Name of MD : ……………………………..
Distribution Area : ………………………...
Contact No. : ………………………………
Question asked to MDs of COCA COLA in PATNA.

1) Are you satisfy with your current PJP ?

Remar No. of
ks correspondent %
0 -20
20 - 40
40 - 60
60 - 80
80 -
100
Total

2) Do you have sufficient time to visit the outlets ?

Option No. of %

89
 correspondent
Very
Much
Sufficient
Less
Poor

3) How many outlets you visit in a day ?

No. of No. of
outlets correspondent %
1o - 15
15 - 20
20 - 25
25 - 30
Total

4) Do you easily cover all these outlets ?

No. of
Option correspondent %
Peak Season
Festive
Season
Off Season
Total

5) Are you overburden (in visiting more outlets ) ?

No. of
Option correspondent %
Highly
Moderate
No
Problem
Total

90
6) Do you feel need of new PJP plan or do you think exting PJP plan reduce your
efficiency?

No. of
Option correspondent %
Yes
No
Total

91