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TO INCREASE THE MARKET COVERAGE AND ITS IMPACT ON THE SALES

SUMMER TRAINING Project Report For Hindustan Coca-Cola Beverages Pvt Ltd. 120-121, parle point Palace, Parle point, Surat IN PARTIAL FULFILMENT OF THE MASTERS PROGRAM IN BUSINESS ADMINISTRATION ICFAI BUSINESS SCHOOL, AHMEDABAD Under guidance of Prof. TOBY MAMMEN Submitted by Amit Macwan (E no: 10BSP1122)

ACKNOWLEDGEMENT

I wish to express our gratitude to Hindustan Coca-Cola Beverages Private Limited, management for giving us an opportunity to be a part of their esteem organization and enhance my knowledge by granting permission to do our summer training project under their guidance. I am grateful to Mr. Ashish Pingle (Sales Manager), Mr. Siddarth satpathy (Area Sales Manager) and Suresh More (MDE), my guide, for his invaluable guidance and cooperation during the course of the project. He provided me with his assistance and support whenever needed that has been instrumental in completion of this project. The learning during the project was immense & invaluable. My work basically included to increase market coverage and its impact on sales. The present report is an amalgamation of my thoughts and my efforts to study the various ways of increasing coverage. Further a detailed study has been done in order to suggest the company the feasible strategies that would enhance its market share. AMIT MACWAN SUMMER TRAINEE
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PREFACE The summer training programs are designed to give the practical knowledge of corporate world. Training is usually meant for such vocations where advanced theoretical knowledge is to be backed up by practical experience on the job and it is because of this reason that summer training programs are designed. So, that the future manger must be ready to take the future responsibilities. It was exactly in this context that I was privileged enough to join coca cola- one of the biggest brand in beverages in the world. I achieved lots of experience and confidence over the past fourteen week which will help me to take the future responsibility on my shoulder. During this period, I was given to To increase the market coverage and its impact on sales. This Endeavour work shall provide the coca cola sales and distribution department, an idea about market condition. Therefore it hoped with all sincerity that this work shall be of definite use to the organization.

DECLARATION I will take pleasure in declaring that the project work that is undertaken by me is an original and authentic work done by me. This project is being submitted on partial fulfillment for award of PGPM in from ICFAI Business school Ahmedabad

The content of this report is based on the information collected by me during my tenure at Coca-cola at SURAT training from 7th Feb to 13th May.

Amit Macwan (En. No.:-10BSP1122) Batch-2012

TABLE OF CONTENTS

Page No.

1. Introduction .8 1.1 Company profile9

1.2 History of soft Gujarat...10 1.3 History of soft . 12 Drink

drink in of

in India Coca-

1.4 Historical Background Cola......13

1.5 The Coca-Cola Ahmedabad Plant. ...13 1.6 Distribution ... 16 1.7 Mission, Vision Value..17 System

&

1.8 Product highlight.........19

1.9 Company structure28

2. Competitors 31

2.1 Competitors HCCBPL..32

to

2.2 Customer ..34

2.3 Financial highlights36

3. Project Summary.3 7 3.1 Objectives. .38 3.2 Results. ............39

3.3 Conclusion. ...........40

3.4 Recommendation. ...........40

4. Theoretical 41

Background.

4.1

Introduction

&

methodology.. 42 4.1.1 Phase-

1. 42 4.1.2 Phase-2 ..

... 47 4.1.3 Phase-3 .. ..54

4.2 Limitations........5 6

4.3 Conclusion. ......56

4.4 Recommendation.. ....57

5.

Appendix.

58 5.1 List of New customer.

.59

5.2

Outlet list...

.62

5.3 Bibliography.. 67

5.4 References 68

CHAPTER 1 INTRODUCTION

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CHAPTER 1
1-1 COMPANY INTRODUCTION Coca cola, the product that has given the world its bestknown taste as born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of nonalcoholic 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 Companys 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 worlds premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any
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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 Companys assets and resources whilst limiting business risks. The biz.system of coca-cola in India directly employs approximately 6,000 people, & indirectly creates employment for many more related industries throw our wash procurement, supply and distribution system. The vast Indian operations comprise 25 companies owned bottling operations & 24 franchises owned bottling operations. The apart a network of contract packers also mfg. a range of the product for company. 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. 1.2 HISTORY OF SOFT DRINK IN GUJARAT
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When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages Pvt. Ltd. of Ahmedabad, Gujarat on lease for 20 years in 1997-98 started its operation. The first product launched by Hindustan Coca Cola Beverages Pvt. Ltd. of Ahmedabad was Coca-cola and after that all the remaining products came in the Gujarat 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 Gujarat was stated on 27th with March 1967 with installation of a Coca Cola bottling plant in Ahemdabad under the auspicious guidance of late industrialist Mr. Dharma Chad Kumari which was named as Sea 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 Gujarat 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 Gujarat 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.

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Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in the India market. It shared its bottling of products in Gujarat by Sea 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 Gujarat also changed dramatically. Coca cola establishes its bottling plant in Ahmedabad to counter its archrival Pepsi. 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.

1.3 HISTORY OF SOFT DRINK IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all empowering CocaCola 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
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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 ColaPepsi 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.

1.4 HISTORICAL BACKGROUND OF COCA COLA

Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and restaurants in more than 200 countries. lt is produced by the Coca-cola Company
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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. Originally intended as a patent medicine when it was invented in the 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. The Coca -cola Company owns and markets other soft drinks that do not carry the Coca -cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In Atlanta, Georgia, by John S. Pemberton, originally as a coca wine caned Pemberton's French, Wine coca in 1885. He was ' inspired by the formidable success of European Angelo Mariani's coca wine Mariani.

1.5 THE COCA-COLA'S AHMEDABAD PLANT Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. It is located at Goblaj, ahmedabad. 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 24000 cases of soft drinks per day and employees 113 workers to do the same.

BUSINESS PLAN MODEL DISTRIBUTION NETWORK

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HCCBPL has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when it is needed by them.

A typical distribution chain at HCCBPL would be:

Fig.1 Distribution Chain At HCCBPL, SURAT

The customers of the Company are divided into different categories and different routes, and every
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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:

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.
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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.

1.6 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.

Indirect distribution: In indirect distribution, an organization which is not part of the Coca-Cola system has control on one or more of the
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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. business locations to specifically merchandise our products. Sales people and delivery personnel both have this responsibility. In certain locations special teams who go into

The Distribution process mainly consists of three departments:

Distribution Department: It appoints distributors and establishes a distribution network, processes approved sale orders and prepares invoices, arranges logistics and ship products, co-ordinates with distributors for collections and monitors distribution stocks and their set-up. Finance Department: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm, records collections from distributors, periodically reconciles outstanding balances from distributors, obtains balance confirmation from distributors and follows up outstanding balances.
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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.

1.7 MISSION, VISION AND VALUE:

Our 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
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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

Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth.

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.

Planet: Being a responsible citizen that makes a difference by helping build and support sustainable communities.
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Profit: Maximizing long-term return to shareowners while being mindful of our overall responsibilities.

Coca-Cola is guided by shared values that both the employees as individuals and the Company will live by; the values being:

LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, its up to me

COLLABORATION: Leverage collective genius

INNOVATION: Seek, imagine, create, delight

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QUALITY: What we do, we do well

1.8 PRODUCT HIGHLIGHT

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 nonalcoholic beverages in the world. In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. CocaCola made its return to the country in 1993 and made significant investments toensure 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. CocaCola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the
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youth's vocabulary. In 2002, Coca Cola launched the campaign "Thanda Matlab Coca-Cola" which skyrocketed the brand to make it India's favourite softdrink brand. In 2003, Coke was available for just Rs. 9 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 Imran khan, Aamir khan, Akshay kumar.

S 200ml,300Ml

PET 600ml,1.2L,2L,2.2L

CAN 300ml

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THUMS UP TASTE THE THUNDER 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.

Glass 200ml,300ml

Pet 600ml,1.2L,2L,2.2L

Can 300ml

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LIMCA 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 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.

FANTA Dil Khol KE Internationally Fanta - The orange drink of The CocaCola Company is seen as one of the favorite drinks
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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 200ml, 300ml PET 600ml, 1.2L, 2L, 2.25L Can 330ml. GLASS 200ml,300ml PET 600ml,1.2L,2L,2.2L CAN 300ml

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SPRITE

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 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 todays youth to trust their instincts, influence them to be true to whom they are and to obey their thirst.

GLASS 200ml,300ml

PET 600ml,1.2L,2L,2. 2L
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CAN 300ml

MAAZA Yaari Dosti Taaza Maaza

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.

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GLASS

TEATRA

MOBILE 600ml

PET 1L,2L

200ml,300ml 200ml

MINUTE MAID PULPY ORANGE

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.

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MOBILE 250ml,400ml

PET 1L

KINLEY PACKED DRINKING WATER

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. Thats 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.

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1.9 ORGANIGATION STRUCTURE

Chief Executive Officer

Vice President Supply Chain

Chief Finance Officer

Human Resource Director

Vice President BSG

Regional Vice President (North)

Regional Vice President (Central)

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Region Vice President AGM/AOD Unit 1 AGM/AOD Unit 2 AGM/AOD Unit 3 AGM/AOD Unit4 Region Finance Region Human Resource Region Customer Service Region External Affairs Region Cold Drink

Region Legal

Region BSG Region Director/Manager Market Execution Region Capability Management Region Channel

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ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN


HCCBPL:
AGM/AOD

Plant Manager

Route to Market

Human Resource Manager

Finance Manager

General Sales Manager

Area Sales Manager

Channel Manager

Area Capabilit y Manager

Sales Executive

Marketin g

Sales Trainers

Market Develope r

Key Accounts

Distributor s And Salesmen

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CHAPTER 2 COMPITITO RS

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Chapter 2
2.1 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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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.
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PepsiCo also sells Dole juices and Lipton ready-todrink tea. PepsiCo and Coca-Cola hold together, a market share of 95% out of which 60.8% is held by Coca-Cola and the rest belongs to Pepsi. Nestl: 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 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 flavored when milk compared products to also fizz drinks. The have become

substitutes to the products of the company due to growing health awareness among people. Dabur: Dabur in India, is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in the Company and the products of the Company. Apart from food products, Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. These
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products give a strong competition to Maaza and the latest product Minute Maid Pulpy Orange. 2.2 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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Our Commitment 2008/2009Highlights

to

Sustainability

Respecting People We offered more than 1,600 training classes to Company associates. Protecting the Environment We achieved a 2% improvement in water use efficiency in 2010 as compared to 2009. Supporting Communities In 2010, The Coca-Cola Company and The Coca-Cola Foundation made charitable contributions of $99 million to community initiatives worldwide. Offering Safe, Quality Products We launched more than 150 new low- and no-calorie products in2010, increasing our low- and no-calorie beverage portfolio by 17%.

2.3 2010 Financial Highlights: Our portfolio includes 13 billion dollar brands. Unit case volume grew 6% to 22.7 billion unit cases worldwide (as compared to 2009). Net operating revenues grew 20% to $28.9 billion (as compared to 2009). More than 70% of our net operating revenues and nearly 75% of our unit case volume are generated outside of North America. We invested $4.1 billion to acquire glaceau, maker of vitaminwater the fast-growing premier active-lifestyle beverage.

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CHAPTER-3
43

PROJECT SUMMARY

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CHAPTER-3
3.1 Objectives:PHASE-1 TO improve sales and distribution at BRAHMANI depot. Ensured that route vehicle goes on the route on time from the depot.

Ensure that each product is loaded on route vehicle. Ensure that salesman covered each and every outlet in route according to their permanent journey plan. Bill cut on each & every outlet. Maintain depot. PHASE-2

physical

stock

at

Brahmani

TO improve market execution.

To improve purity of visi cooler. To improve activation in the market.

To availability of each SKU (sale keeping unit) in the market.

To improve market coverage by opening a NEW CUSTOMER. Solved the problem of the customer.

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PHASE-3

TO identified loopholes in sales and distribution process of OAN distributor. To find out the route and total no. of outlet on particular route.

To identify RED and monopoly outlet. To start bill cut. To start scheme delivery on outlet.

To improve price communication. To increase the volume contribution from 20%.

3.2 RESULTS:PHASE-1 Before first route vehicle goes on the route after 10.30 am which is come to at 9.15 am. Improve the productivity and timing of salesman punkraj in Navagam and Dindoli route.

ZBC is less than 5% in month of March.

PHASE-2

Opening 78 new customers in udhna area. Red score of month of March.

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MD name

Visi cooler score Feb mar

Availability score

Activation score

Cooler purity

Red score

Feb mar 39.93 48.54

Feb mar 7.89 9.30

Feb 25%

Feb 56.41 61.48

mar

Sures h more

8.22 7.66

PHASE-3
The

volume contribution increase from 20% to 25% in month of may Outlet Route Shown 70 1
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ACTUAL More than 130 2

RED outlet ZBC Scheme delivery Monopoly outlet

12-13 100% 0% 06

25 Less than 50% Start 02

3.3 Conclusion: Total no. of outlet under own distributor has two routes and more than 130. The whole route falls under the zero bill cut. No scheme delivery from many years. Out of 6 monopoly outlet, 4 monopoly outlets are Fake. PJP is not followed by OAN distributor. PJP (permanent journey plan) which is assign to salesman is npt followed properly. Scheme given by company is not reaching to the customer. 3.4 RECOMMENDATION: By increasing total no of outlet more than 150 Increase the volume contribution from 25% to 30% . Bill cut on each and every outlet. 0% Activation in RED and monopoly outlet needs to be improvement. Proper price communication and scheme delivery. Outlet entry in the DAS (Distributor automation system). Day closure should be made compulsory in the system.

Regulator visit of distributor location should be made.


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CHAPTER 4 THEORITI CAL BACKGRO UND


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CHAPTER-4
4.1 INTRODUCTION & METHODOLOGY 4.1.1 PHASE-1 INTRODUCTION:SEGMANTATION MODEL

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Outlet Structure of the Coca Cola in India The outlets can be classified as per three criteria : Consumption Pattern Volume Pattern 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 people Store. visit outlets ate for those various outlets where like regularly purposes

stationary shop, S.T.D Booth, Betal Shop and general

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C)

Grocery : Those outlets where people visit to

purchase food grains and any of such things for future consumption and called as Grocery shops.

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: Platinum (>1500 crats) Diamond ( > 800 crats) Gold (500-799 crats) Silver (200-499 crats) Bronze (< 200 crats) BACKGROUND:

Coca cola Surat has 13 depot and 8246 outlet which can be handled by 2 Assistant sales manager, 6 Sale team leader, 3 Market developer executive and 29 market developer. I was put up at Brahmani depot, Udhna which is handled by Suresh more( Market developer executive) under the Stl Kunjal patel in the team of Asm Siddarth satpathy.

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I was put up at Brahmani depot on 2nd week of Feb to understand market of Udhna area(Low income area) , to understand how the business is carried out in market and to understand current scenario of market.

The Brahmani depot (390 outlet) is handled by only one MDE thats why he is not concentrate his Market properly. i was put up at Brahmani depot to helped him in market execution, to handled depot and also in development of brahmani area. To understand and monitor the sales and distribution process and to reduce ZBC for month of Feb and March.

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Brahmani area is a low income area. there are 390 outlets in total till present date. out of these 390 outlets,170 outlets are RED outlets (outlet at

which coke visi cooler is currently present). There are total 8 routes In brahmani area. which are covered by 4+2 route vehicle and has 3x frequency. 3x frequency means each route is covered three times in a week according to PJP (permanent journey plan) . The routes are 1. Navagam. 2. Dindholi. 3. Limbayat. 4. Model town. 5. Gadodara road. 6. Parvat gam. 7. Nilgiri & Aaspass.
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8. Ramipark & mahadevnagar. There is one sub distributor in udhna area under the brahmani depot , namely OAN sales agency. Under this sub distributor there are 2 routes and 72 outlets and one route vehicle.

The two route are limbayat and mithikhadi. Out of this 72 outlets , 16 outlets are red outlet(outlet at which coke visi cooler is currently present). The Current Commission he gets is Rs.6/Crate (on RGB) and Rs. 10 (on PET). METHODOLOGY: Did Route riding with different salesman to get familiar with what is going on in the market for a week. Took gate meeting every day morning at 8.30 am and assigning target to different salesman. Measured the productivity and timing of the salesman. Measured productivity of the MDs. Productivity = No of productive outlet -------------------------------------Total outlet visited by sales man

total No of outlet visited by salesman = 50 No of productive outlet = 32 Productivity = 32/50 = 64% Monitor the bill cut at the outlet.

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4.1.2 PHASE-2 I worked as market developer for three week of a march at Brahmani depot to understand RIGHT EXECUTION DAILY (RED) and also because off the red score of Udhna area would be continuously decreased for couple of month. So I assigned task to improve overall red score by improving 1. Visi cooler purity and activation. 2. By availability of each SKU (sale keeping unit) in the market. 3. By Increase market coverage by horizontal and vertical expansion of the market.

INTRODUCTION TO RED RED: A RIGHT EXECUTION DAILY

1. CONCEPT OF RED:
Hindustan coca cola Beverages pvt. Ltd. India division 2006. Coca cola company believes that its success depends on their ability to connect with consumer by providing them with a wide variety of choices to meet their desire, needs and lifestyles choices, company Under Eurasia Operating Group has been working on RED i.e. Right Execution Daily Since FEB

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success further depends on the ability of their people by execute effectively every day.

2.MEET COCA COLA CUSTOMER: Worldwide the coca cola company is no.1 in sales of sparkling Beverages & juices Drink, as well as no. 2 in sales of soft Drink & no 3 in sales of Bottled Water. Its our customers that are largely responsible for this unrelenting success.

Who are the customers? Coca cola customers are grocery stores, restaurants, streets, vendors, mass merchandisers, conveniences stores drug stores, movie theaters, & amusement parks-among others. What do they do? Coca cola customer sells its products to consumers & shoppers, who enjoy the products at a rate of 1.5 billion servings a day. Why is their role important? Coca cola customers make it possible for consumer & shoppers in local communities around the world to
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purchase & its broad purchase & enjoy its broad portfolio of quality beverages.

1.

Segmentation under RED. Coca cola companys market can be segmented in

RED along 3 lines- channel cluster, outlet volume and locality income.

Number of shoppers or consumer in the given universe. Coca cola attract the population by executing the following activities. Bringing the cooler at the entrance. Fixing the standee, sign at the entrance. Fixing the combo Board at the entrance.

How coca induce for the incident? BY putting cooler in prime position. By keeping the cooler pure & clean. By doing Rack Display. By fixing combo Board. By doing Table activation.
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Counter Top Display. Outlet Activation According to RED (Right Execution daily) RED (Right Execution Daily): It means to maintain the visional according to a fix set of coke product which is known as COLOJ-K, it means the set will follow a particular brand order. Thums-Up will take first place after t.4.at sprite or Limca , Fanta, Maaza and water or soda will take this RED also take care of the S.G.A ( Sells Generating Assets). Activation - Activation means doing things in and around the coke outlet that triggers Consumption / Purchase of Coca-Cola Products. The important parts of activation are: Placement of visicooler at Itot spot location Availability of the products.

Right location of display racers. Impactful Communication of price message.

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The visi cooler standards of all the channels


VPO class Platinu -> Income class Convenie nce E&D type 1 E&D type 2 Grocery -1 Grocery -2 m High+ med 30+15 SC 30+15 SC 30+15 SC 30+15 SC 30+15 SC Diamond High+med low 30/15+SC 15+SC 30/15+SC 15+SC 15 15 30/15+SC 15+SC 30/15+SC 15+SC Gold High+med low 15 15 9 9 9 15 9 15 9 Silver High+med low 7 7 7 7 7 7 7 7 Bronze High+med low 7RC 7RC 7RC 7RC 7RC 7RC 7RC 7RC -

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METHODOLOGY: Every day did 3 visi cooler pure according to PJP. Evaluate the TO DO LIST of MD identified the product which were not available in the market. Took additional vehicle and sold the products(like Maaza Tetra, Fit Can, Coca-Cola etc.), which were not easily available in the market. Took part in the launch of MMNF(PET) and sold 30 cases on the first day. I also took part in MIT of MMNF(RGB) and sold 62 cases. I went on a route vehicle for selling the products on a particular route that was assigned to me. I also worked on the activation on RED outlets. (Price Communication, Display). Did route riding and identified opportunity for NC , explain them NC plan which is applicable and convert them in to NC.ss There are two ways to increase market share.
1.

Horizontal expansion-which is done by opening of NEW CUSTOMER.

2. Vertical expansion- It is done by increasing SKU of existing product on particular outlet.

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The PLAN of opening new NC (NEW CUSTOMER) for convenience and E&D

Plan Details Crate deposit(2 crate) Rs 168 per two crates Ice box Total Special discount on icebox Amount for starting Discount coupon on purchase (3 coupon of 40) Total investment Total benefits Savings

Glass deposit +drinks + ice box Rs. 400 336 1000 1736 500 1236 120 1116 620 36%

The PLAN of opening new NC (NEW CUSTOMER) for grocery. Pla Information Discount n coupan Plan On purchase of Rs.120 1 Rs.300 to Rs.900
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Savings 40%

Plan On purchase of Rs.400 2 more than Rs.900

44%

Combo Plan Minimum investment Crate deposit(2 +drinks+ice box Total Discount Extra purchase of RGB Total discount Total investment Savings

Plan A Rs.300 crate) Rs.1236 Rs.1536 Rs.120 Rs.120 Rs.240 Rs.1296 16%

Plan b Rs.900 Rs.1236 Rs.2136 Rs.400 Rs.120 Rs.520 Rs.1616 24%

4.1.3 PHASE-3 INTRODUCTION: There is a also one sub-distributor under the Brahmani depot namely Oan distributor from the time of parle. Oan distributor cover one routes , limbayat and mithikhadi which has only 72 outlets and one route vehicle. I did route riding of limbayat and mithikhadi in the third week of march with sub distributor. during this route riding I found that the whole route falls under the zero bill cut.

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During route riding I also found that the scheme is not given to any outlet since couple of years and he charged different prices to different outlet. By monitoring route vehicle I found that he would serviced more than 72 outlet.

Depot Brahmani

Total outlet 132

Red outlet 25

Route Limbayat Mithikhadi

Outlet no 55 77

METHODOLOGY: To identify actual route and no. of outlet I did route riding in Mithikhadi and Limbayat area. Collect the information regarding the outlet and sales of particular outlet which is either dominant or sharing outlet. Inform the outlet owners about the importance of bill cut. Proper price communication by stick price sticker on outlet.
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Increase the market coverage by opening a new customer (horizontal exp.) and also by vertical expansion . Increase contribution from 20% to 30%. Assigning target during MIT of MMNF of 100 crates and also in coca-cola BRRRscheme in last month. Also monitoring sales and claims of monopoly and scheme.

4.2 Limitation: Database which I am maintaining about the retailers list, distribution route can become outdated after particular duration of time because these retailers can be seasonal or they can switch brands as per their business needs. Different share gain activities and daily retailer discount schemes I mentioned that can be changed or stop in future. Data collected is all are based on retail shop owner personally interaction.

4.3 Conclusion: Total no. of outlet under own distributor has two routes and more than 130. The whole route falls under the zero bill cut. No scheme delivery from many years. Out of 6 monopoly outlet, 4 monopoly outlets are Fake. PJP is not followed by OAN distributor. PJP (permanent journey plan) which is assign to salesman is npt followed properly.
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Scheme given by company is not reaching to the customer. 4.4 RECOMMENDATION: By increasing total no of outlet more than 150 Increase the volume contribution from 25% to 30% . Bill cut on each and every outlet. 0% Activation in RED and monopoly outlet needs to be improvement. Proper price communication and scheme delivery. Outlet entry in the DAS (Distributor automation system). Day closure should be made compulsory in the system. Regulator visit of distributor location should be made.

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CHAPTER 5 APPENDIX

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5.1 Name of the new customer outlet which I opened during my training period. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 G001278 811 G001278 875 G001278 928 G001278 931 G001278 959 G001278 982 G001279 004 G001279 027 G001279 040 G001279 043 G001279 055 G001279 056 G001279 200 G001279 210 G001280 953 G001280 957 G001280 ANNPURNA SWEET ANJALI KIRANA STORE HARI-OM DAIRY JAY BHOLE KIRANA STORE MAA PAWAWALI HOTEL MANUBEN PAN CENTER PARAS PROVISION STORE RANUJA GENERAL STORE SHIV SAI DAIRY SHIVAM TRADE SOLANKI KIRANA STORE SHRI RAM DAIRY AND SWEET TIRIPATI BALAJI KIRANA STORE UMA SHANKER PAN CENTER GOKUL KIRANA ARIHANT KIRANA BHERUNATH KIRANA
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18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

962 G001280 963 G001280 965 G001280 967 G001280 970 G001280 971 G001280 973 G001280 982 G001280 985 G001280 987 G001280 988 G001280 989 G001280 991 G001280 993 G001280 996 G001281 004 G001281 013 G001281 024 G001281

BHERUNATH KIRANA CHANDNI MOBILE &GENERAL STORE BHAGYA LAXMI KIRANA GAUTAM KIRANA VISHWANATH KIRANA UMA SUPER STORE SARAWATI KIRANA SHREE SAI IMITATION SHREE SWAMI SAMRPAN DAIRY HANUMAN KIRANA SHRI KRISHNA PROVISION STORE SHREE MAHAKALI GENERAL STORE SHREE CEHER KRIPA DAIRY SHRI KRISHNA GENERAL STORE HARHAR MAHADEV KIRANA STORE JAY MAA TARANI GENERAL STORE JAY AMBE PROVISION NITIN KIRANA
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36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53

040 G001281 063 G001281 064 G001281 070 G001281 123 G001281 128 G001281 137 G001281 147 G001281 151 G001281 157 G001285 394 G001285 511 G001285 604 G001285 622 G001285 639 G001285 648 G001285 651 G001286 002 G001286

SAGAR KIRANA STORE SAI KOMAL DAIRY MATOSHRI KIRANA STORE PATEL DAIRY AND GENERAL STORE KAMLESH KIRANA STORE GANESH GENERAL STORE MAHALAXMI STORE MAHADEV KIRANA STORE KOMAL KIRANA STORE JAY JALARAM DAIRY KALAJI KIRANA STORE NAROGAN KIRANA STORE BHAVANI KIRANA STORE MATESHWARI KIRANA STORE SHRI KRISHNA GENEREL STORE JAY AMBE MOBILE &NOVELTY AGRAHARI KIRANA STORE SUBHAM GENERAL
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54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71

260 G001287 080 G001287 094 G001287 151 G001289 520 G001289 568 G001289 578 G001289 611 G001289 613 G001290 463 G001290 799 G001290 809 G001290 834 G001291 128 G001291 130 G001291 155 G001291 190 G001292 732 G001301

STORE MAA NAGACHI KIRANA STORE MANOJ KIRANA STORE SONI KIRANA STORE BHERUNATH GENERAL STORE KRISNA KIRANA STORE POONAM GENERAL STORE SHREE AASHAPURA PAN & ELECTRIC SHRI KRISNA PAN & CORNER A TO Z KIRANA STORE CHUNDADEVI ICECREAM JAY BHAVANI KIRANA STORE DEVIKRIPA FASTFOOD NEW GANAGA RESTAURANT MAN MOHAN SWEEET KIRANA SHREE LAXMI KIRANA ZEBA TELECOM SANA KIRANA STORE GAURI KIRANA
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72 73 74 75 76 77 78

458 G001304 913 G001304 981 G001304 984 G001305 064 G001305 069 G001315 580 G001315 595

Jogeshwari kirana store Nakoda kirana store SHIV GENERAL STORE RAMDEV SUPER MARKET OM SHIV SAI RAM PAN BALAJI PAN & CDS SUPRIYA PROVISION STORE

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5.2 The no of outlet identified under own distributor. SR NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

SHOP NAME SAHIN TELECOM AMAN PAN CENTER MUSKAN KIARANA STORE CENTRAL TEA HOUSE JAGDISH ICE CREAM & COLDRINKS SHREE SAI TELECOM JAY JAGDAMBA REST. LUCKY QUALITY PAN CENTER BISMILAH GENERAL STORE OM SAI ELECTRIC RAMDAS KIRANA STORE JYOTI PROVISION STORE SANDIP KIRANA STORE HAR HAR BAKERY & SWEET HARI OM SWEET KOMAL PAN & COLDRINK YOGESH KIRANA STORE MANPASAND PROVISION STORE KHUSAL PROVISION STORE AMBICA KIRANA STORE SAPT SUNDARI KIRANA STORE SHREE RAM PAN CENTER OM SAI KIRANA STORE TULSI KIRANA STORE MARUTINANDAN DAIRY JAY AMBE PAN PARLOUR LIMBACH REST. VENKETESHWER KIRANA STORE LUCKY COLDRINKS
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30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64

SHIVAM SWEET& FARSHAN BALAJI PAN CENTER VERSA KIRANA STORE STAR TEA CENTER DEV NARAYAN KIRANA PAVAN KIRANA STORE DHANSHREE KIRANA STORE PATIL KIRANA STORE BHERUNATH KIRANA STORE ASHOK KIRANA STORE ASALAM KIRANA STORE MANSOORI KIRANA STORE TAKDIR COLDRINKS BALAJI KIRANA STORE ANNANT VASUDEV GENERAL STORE SAI KIRANA STORE LAXMI KIRANA STORE USHA KIRANA STORE SUPER TOBECO AMBICA PAN CENTER MAYUR JUICE CENTER SAYRA PAN & COLDRINKS VIJAY KIRANA STORE BHARAT PAN & COLDRINKS YASH PAN CENTER MUNERA GENERAL STORE ARZOO GENERAL STORE SAGAR BAKERY SHREE SAI TEA CENTER SAGAR KIRANA STORE SUNDAY KIRANA STORE DEVNARAYAN KIRANA STORE HANUMAN KIRANA STORE MEWAD PROVISION STORE JOGMAYA KIRANA STORE
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65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96

SHREE JAGDAMBA KIRANA STORE RAJU GENERAL & COLDRINK TAJ CHINESE BHAGVATI ICE CREAM & PROVISION RAL GENERAL STORE MAA BHAVANI BHERUNATH GENERAL STORE NEW NAGINA TOUR SHRI KRISNA STORE PRAVIN KIRANA STORE SHANTI NIVAS PAVAN KIRANA STORE BHARAT KIRANA STORE CHAMUNDA DAIRY UJAVAL TELECOM AMBICA GENERAL STORE NAGESHWER TELECOM AMBICA KIRANA STORE APNA PAN CENTER DEVNARAYAN KIRANA STORE PURABJI KIRANA STORE KHALIL HOTEL GULABSA KIRANA STORE DEV KIRANA & GENERAL STORE SUMAN KIRAN STORE DEVJI KIRANA STORE MUSKAN KIRANA STORE AASIF GENERAL STORE MUSKAN KIRANA STORE YASMIN PROVISION STORE SAHIL KIRANA STORE ALLAHBAX KIRANA STORE BHERUNATH KIRANA STORE GARIB NAWAZ KIRANA STORE
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97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132

CHANDRAKANT KIRANA STORE ILYAS PAN CORNER RAZVEM ALI KIRANA STORE AVINASH KIRANA STORE AAMIN PAN CENTER MOHMADI TELECOM NELOFAR KIRANA STORE SANJAY KIRANA STORE IMRAN PAN & COLDRINKS KALPESH KIRANA STORE JALARAM GENERAL STORE AADINATH PROVISION STORE ZAKIR KIRANA STORE YASIN KIRANA STORE BABA RAMDEV KIRANA STORE JAY MATAJI KIRANA STORE SONAL KIRANA STORE IRFAN COLDRINKS MOHMADIYA KIRANA STORE AMZA KIRANA STORE AABUDA KIRANA STORE INDORE NASTA HOUSE SAI GENERAL STORE SHREE GANESH PAN PARLOUR AASHAPURI REST. CHAMUNDA PROVISION STORE BHERUNATH KIRANA STORE RUKHSANA KIRANA STORE EKTA BAKERY SOMGIRI SWEET & FARSAN NAVIN NASTA CENTER SADAN KIRANA STORE SANTOSH KIRANA SHITALMATA PAN& CDS BHAVANI KIRANA LAXMI BALAJI GENERAL STORE
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5.3

BIBILOGRAPHY
Website - www.coca-colaindia.com http://www.thecoca-colacompany.com http://www.coca-cola.com

5.4 REFERENCES
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Company Guide Name: Mr. SIDDHARTH SATPATHY Designation: Area Sales manager (ASM) Mo. number-9727738504 Mr. Suresh More Designation: Market Developer Executive (MDE) Telephone number: 9099939883

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