Sales Of Coca Cola Products In Hyderabad

sales events Of Coca Cola intersection points In HyderabadThis project has been under draw a bead onn to do a featureed analysis of the Retail Outlets. The lodge aimed that coke, its posted soft drinks, would refuse for the highest train of tint Quantity and an deepen guest experience.The project aims to do a gap analysis of these sell sackings and find the difference between the real(a) and the expected carrying into action. The difference in their performance level is measured by visiting these outlets to observe and blockade the level of military determine delivered to the node in that respect.The project all overly tries to find out the attitude of the dealers of the outlets towards this initiative of the conjunction. It aims to find their motivation level and their pleasure from the company and how this affects the gross revenue. customers present at the outlets ar also surveyed to find their satisfaction level and their expectations from the company . The survey would also help to understand the behaviour of the customers.An analysis of the sales figures of the outlets is done to interpret if in that location has been any change in the sales. The sales figures of every month in various cities of Hyderabad ar equalityd to see if in that location is any difference between them. The findings from the sphere would digest the company with insights into argonas that indispensability to be improved. Recommendations would be precondition for further strengthening the offer in the tubingpolis of Hyderabad.INTRODUCTION800px-Coca-Cola_logoOpen happiness.IntroductionThe decide of the study is to provide qualitative inputs to the organization about strengthening its proposition in the urban center of Hyderabad. The project aims to do a gap analysis between the authentic performance of the Retail outlets and the expected performance by the company. It also aims to mensu aim if the brand has helped augment its sales figures a nd the customer satisfaction level.OBJECTIVEThe conception of the study is to give the company a detailed report on the current performance level of the retail outlets and the gap between the actual and the expected performance of these outlets. By identifying the gaps the company would transmit an insight on areas which can be improved upon.ScopeThe report would be multipurpose to the company toFind the gap between the actual performance and the performance expected by the company in the functioning of the outlets in the city of Hyderabad.Find the dealers perception towards the initiative of the company and his satisfaction level from the company. disassemble the sales figures of the retail outlets before and after the implementation of the concept red ink and compare these figures with that of the normal retail outlets to see if there is any prodigious difference between the cardinal figures.Find the satisfaction level of the customers from the outlets and compare this satis faction level with that of the customers at the normal retail outlets to see if there is any important difference.Summarize the findings and give recommendations to the company to improve the proposition of outlets.LimitationsThe project had some obvious limitationsIt was difficult to make customers understand the questionnaire and occupy it. They gener eithery apply to be in a hurry and thusly did non like to fill the questionnaire.In measuring the customer answer level by observation method it lots so happened that the customer service level would improve in the presence of the observer than on routine days.Hyderabad is a big city and it is difficult to survey all the customers from every outlet of the city.The sample size for this investigate was meek owe to limitations of time and cost.MethodologyThe project was completed in three var.sThe world-class level knotted the source of data about HCCBPL was its website, internet, articles and companys unpublished resources. Competitors study was also done using the internet and articles and so onSecond phase involved the survey and observation study. The Outlets in the city were visited. Survey was conducted over the dealers. Also, observations were make to give ratings on the customer service level, infrastructure and so on in order to do the gap analysis.Finally the third phase involved analyzing the go forths and coming up with the findings and recommendations.Research designThe research is exploratory in nature with the pursual characteristicsTo provide insights and understandings on an aspect. switch is smallResearch method is flexibleData collectionThe research involved both chief(a) and secondary data collection.Primary data The primary data (i.e., related to analysis part) was collected from the customers by the Performa designated for the purpose given by the Company.Secondary date The secondary data was collected from the companys brochures, manuals and journals and also from the we bsites of Hindustan Coca-Cola Beverages Pvt. Ltd.Questionnaire development and pre-testingA properly designed questionnaire can pick apart the incumbent information from the respondents. In framing a questionnaire the researcher must hold back that the questions are designed to draw information that pull up stakes fulfil research objective. Also the researcher must make sure of the target race for the same.A questionnaire can contain both open and close barrierinate questions. Close ended questions give respondents a finite set of specify responses to choose from. Our questionnaire contains structured questions i.e. which eat a specified number of responses .We used Likert rating scale for responses that adopts the respondent to indicate a degree of symmetry or disagreement with each of series of statement about the foreplay objects.We used a rating scale of 1 to 5 in which 1stands for strongly disagree and 5 stands for strongly agree. in that location were also questio ns which create qualitative responses. The questions wording were kept simple and easy to understand.Pre-testing refers to testing the questionnaire on a small sample of respondents selected on a convenient ass that is not to a fault divergent from the actual respondent. It holds testing all aspects of questionnaire showtime from the question con got to question sequence. Pre- testing enables the researcher to revise the questionnaire by identifying the flaws and eliminating any ambiguous questions. We will go for pre-testing on 30 respondents. sample TechniqueSampling is done to select a target audience for the purpose of determining the characteristic of the whole universe. There are two basic approaches to sample dissemination, i.e. probability and non-probability. In our research we turn out used non-probability sampling which involves the selection of units understructured on factors other than random chances. Cluster sampling, do important toilet sampling, quota sa mpling, judgment sampling and s flatball sampling are few examples of non-probability sampling.Sample SizeDealers Surveyed carbonConsumers Surveyed 25Theoretical FrameworkThe word securities industry is derived from the Latin word MARCATUS which means MERCHANDISE (Buy Sell yields for dough) calculate where commercial enterprise is conducted. It is usually used to refer a place where actual acquire and selling takes place. If we look at this definition in to a greater extent detail market place is a management responsibility and should not be solely left to junior members of staff. merchandise requires co-ordination, intentning, implementation of campaigns and a make dont manager(s) with the discriminate skills to ensure success. merchandise objectives, goals and targets make to be monitored and met, competitor strategies analysed, anticipated and exceeded. finished effective use of market and selling research an organisation should be able to identify the exacts and wants of the customer and try to delivers benefits that will elicit or add to the customers manners-style, while at the same time ensuring that the satisfaction of these needs results in a healthy turnover for the organization.The American grocery storeing Association (AMA) states, marketing is the process of planning and executing the conception, pricing, progression, and distri scarcelyion of ideas, goods, and work to create exchanges that satisfy unmarrieds and organizational objectives.A market-focused, or customer-focused, organization original determines what its potential customer desire, and then builds the produce or service. Marketing scheme and practice is justified in the belief that customers use a product/service because they founder a need, or because a product/service provides a perceived benefit.Two major factors of merchandising are the enlisting of bare-assed customers (acquisition) and the retention and expansion of relationships with existing c ustomers (base management).Once a trafficker has converted the prospective buyer, base management merchandise takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the descent from militant encroachments.Marketing methods are informed by more of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. with advertising, it is also related to many an(prenominal) of the creative arts.For a merchandise plan to be successful, the mix of the quaternary Ps must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they dont want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to requital for it.Marketers hope that this process will give them a sustainable competitive good. Marketing management is the practical application of this process. The offer is also an alpha addition to the 4Ps theory.Within near organizations, the activities encompassed by the marketing function are led by a Vice President or theatre director of Marketing. A growing number of organizations, e extraly large US companies, have a Chief Marketing Officer position, reporting to the Chief decision maker Officer.Two Levels of MarketingStrategic Marketing attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its competitors.Operational Marketing executes marketing functions to attract and keep customers and to affix the value derived for them, as sanitary as to satisfy the customer with instigat e services and meeting the customer expectations. Operational Marketing includes the determination of the marketing mix.Four PsMarketing mixIn popular usage, marketing is the promotion of products, especially advertising and branding. However, in professional usage the term has a wider meaning which recognizes that marketing is customer centred. Products are often developed to meet the desires of groups of customers or even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four general sets of activities. His typology has become so universally recognized that his four activity sets, the Four Ps, have passed into the language.The four Ps areProduct The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-users needs and wants. The screen background of a product generally includes supporting elements such as warranties, guarantees, and support. set This refers to the process of settin g a price for a product, including discounts. The price need not be monetary it can simply be what is change for the product or services, e.g. time, energy, psychology or attention.publicity This includes advertising, sales promotion, publicity, and in the flesh(predicate) selling, and refers to the various methods of promoting the product, brand, or company.Placement or diffusion This refers to how the product gets to the customer for example, point of sale placement or retailing. This fourth P has also sometimes been called Place, referring to the channel by which a product or services is sold (e.g. online vs. retail), which geographic region or industry, to which segment (young adults, families, line of work people), etc.Marketing Mix The Four P Components of the Marketing Mix home run MarketPRODUCT PRICE PROMOTION PLACEProduct concoctionQualityDesignFeaturesBrandNamePackagingSizesServicesWarranties magnetic dip PriceDiscountsAllowancesPayment PeriodCredit termSales Promot ion advertisementSales forcePublic relations depend MarketingChannelsCoverageAssortmentsLocationsInventoryTransportThese four elements are often referred to as the marketing mix. A marketer can use these variables to dodge a marketing plan. The four Ps model is most reclaimable when marketing low value consumer products. industrial products, services, high value consumer products require adjustments to this model. Services marketing must bet for the unique nature of services. Industrial or B2B marketing must account for the prospicient term contractual agreements that are typical in supply chain transactions. Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual transactions.As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), adds Perhaps the most significant criticism of the 4 Ps approach, which you should be aware of, is that it unconsciously emphasizes the wrong-side-out (predicate) view (looking from the company outwards), whereas the essence of marketing should be the right(prenominal)-in approach. Even so, having made this important caveat, the 4 Ps offer a memorable and instead workable guide to the major categories of marketing activity, as easily as a framework within which these can be used.Promotional mix.1. AdvertisingAny paid presentation and promotion of ideas, goods, or services by an identified sponsor.Examples Print ads, radio, television, billboard, direct get down, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.2. Sales promotionShort-term incentives to encourage the purchase or sale of a product or service. Sales-stimulation achieved through contests, demonstrations, discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and merchandising, special offers, etc.3. Personal SellingAs the name implies, this form of promotion involves personal con tact between company representatives and those who have a exercise in purchase decisions. Face-to-face communication between buyer and vendorExamples Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. enkindle be face-to-face or via telephone.4. PublicityThe communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. Otherwise known as public relations or PRExamples Newspaper and magazine articles/reports, TVs and radio presentations, openhearted contributions, speeches, issue advertising, and seminars.5. Direct marketingDirect communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. That is Contacting and influencing carefully chosen prospects with means such as telemarketing and direct mail advertising.FAST MOVING CONSUMER GOODSThe Fast Moving Consumer Goods (FMCG) business is built on two pillars Brand and Distribution. The comprehensive conceptual coverage of these and other draw marketing concepts are as follows1. Branding2. Valuation of Brands3. Distribution4. Marketing5. Market Research6. Market Segmentation and Positioning7. Advertising and Promotions persistence PROFILEIndian FMCG INDUSTRYMARKET TRENDSThe latest figures of industrial growths how a continuous strong growth in durable consumer products, as well as of consumer non-durable. There has been a slowing down in achievement of automobiles but that is after record annex in the last course. As far as Indian Vs orthogonal companies are concerned there appears to be a continuous decline of Indian owned brands in theme consumer markets. Foreign brands are growing in dominance as foreign owners adapt to Indian consumer preferences, market realities, and change management styles accordingly. The wishing of strong pre-emptive action by Indian consu mer product companies, that was obvious passim the 1990s treatd in the last two years as well. It almost looks as if many of them are tired of trying to compete and prefer to sell out, pocket the gains and move to something else.RURAL MARKETSRural markets have shown abstain growth when special small involve sizes are available, and more so in the case of necessity and emerging products, while lifestyle products shown good growth even in standard packs. The developed ones declared with good infrastructure (Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Punjab, Tamilnadu) show faster penetration growth than the growing states and even more so for lifestyle products, larger pack sizes are bought in developed than in developing states, as also a large proportion of premium products. Products designed for the rural consumers and taking account of their cultural diversity, lifestyle, standard of living, disposable income, breathing in pattern, and communication facilities appear to be key elements in a rural marketing strategy.FOREIGN AND INDIANThe swadeshi (National) sway, put graphically many years ago as computers chips and not potato chips was primarily directed at the entry of foreign companies into consumer goods. This argument expected that Indian brands would be unable to compete with foreign brands who would take over FMCG markets. In fact Indian brands have declined in national markets and Indian companies have diminishing presence in consumer product markets in India. The national markets are being taken over by foreign brands and foreign companies. This is across the whole spectrum of products with a few rare exceptions.FRANCHISINGThere are other service areas where we are now seeing awesome growth. Many can be labelled under the head franchising. Franchising is now taking off in India. It has already shown spectacular growth in education, particularly in information applied science, but many others coming into franchising include for patholo gy laboratories entertainment including game parlour, bowling alleys, amusement parks, pool parlours, multiplex moving picture theatres etc specialized food services epitomized by Sub-way sandwich and salads bars, star bucks with coffee bean cafes. Personal grooming and fitness centres are yet another fast growing franchising area. It is estimated that in franchising, every new franchisee will create new jobs. We can expect franchising to be major source of new employment. sell TRADEThe forthcoming revolution in retail trading in India is also important part of the dramatic changes that are taking place in Indian consumer markets. They are part of the change in life styles that the young and confident new Indian is bringing out and he/she comes to maturity. There is a revolution taking place in clothe for men, women and children. There is an abundance of new entrants with their brands into the market, which within two years have become a major element of the total market and are growing rapidly. Shopping malls are other areas of major new activity. finishThere is a revolution taking place in distribution with the entry in the metros as well as smaller cities and towns, of self service stores, super markets, shopping malls, departmental stores, chains stores, and information technology related ones. But that does not mean that morn and pop stores will die. What will certainly happen is that many will become spruced up. At the same time, direct selling by mail order, and door-to-door, will see tremendous growth. Already, a recent entrant kike Amway has crossed Rs 100 crores in turnover and is expecting faster growth, especially as they prepare to tap rural and mass markets.Foreign brands are likely to dominate most Indian consumer products. Indian brands that are in niche markets have a better chance of surviving and growing. Indian business has to overcome their account of past short term thinking modes. piano DRINK orbit OVERVIEWINTRODUCTIONThe term soft drink refers to all types of non-alcoholic and carbonated sweetened, flavoured beverages etc. They are all artificially sweetened. The soft drink industry has undergone many changes with changing consumer needs, wants and also changing Government policies. This formed the basis for different innovations in packaging such as bottles, cans, tetra packs and pet bottles in a variety of flavours.RESTROSPECTION OF INDIAN SOFT DRINK INDUSTRYThe soft drinks market till early 1990 were in the hands of domestic players like Campa, Thums Up, Limca etc, but with the opening of the economy and relaxation behavior of economic policies, many foreign multinationals started ventures in India by buying over competitors, the two American Cola giants have cleared up the arena and are backing all their force play behind the Indian Franchise of their global girdling brands. While Pepsi which scores over blast but this difference is fast decreasing (courtesy huge ad spending by both the players). Pepsi entered Indian market in 1991 and Coke re-entered (after they were sent away in 1977, by then central Government) in 1993.Pepsi has been targeting its products towards the youth and it has struck the right chord with the market, and the sales have been doing well by sticking to this youth bandwagon. Coke on the other hand, struggled initially in the market. In the span 7 years of its operations in the country, it has changed its CEO four times but finally they seem to have started understanding the pulse of the Indian consumers.The soft drink market in India is growing at the rate of 10% every year. With growing urbanisation and the younger generation, which had liking for non-conventional foods and beverages, there is a good possibility that the per capita consumption will go up.This sector can be understood in more detail by the following points.BackgroundSegmentationConsumer habits and practicesMarket players and market shareMajor players and market shareDistribution meshManufa cturing processRetailers perception.MARKET CHARACTERISTICSThe soft drink market is highly reorient in terms of place of consumption, in terms of regional distribution and soft drink flavours as well as in terms of SKUs. While 80% of the consumption is impulse based outside home, 20% comes from consumption at home. This trend is slowly changing with increase in routine led sales. Changing lifestyle, increasing urbanization and impact of liberalization has slowly and gradually started moving the market from impulse led to occasion led home refrigeration led consumption.The market preference is highly regional based. While Cola drinks have chief(prenominal) markets in metro cities and northern states UP, Punjab, Haryana etc, Orange flavoured drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango-flavoured drinks.PROBLEMS SPECIFIC TO INDIAN SOFT DRINK INDUSTRYThe government of India has considered the soft drink as non essential. As a result, the government perception levied heavy excise duty on the bottled soft drink. Today soft drink costs Rs.9 to Rs.55 based on the quality to the customers. However, in a country like India where 40% of the population exists below poverty line, consumers cannot afford such price. As a result the trading activity of the soft drinks is concentrated in and around major towns and cities where the buying power of the people and standard of living is high.Growth rate of this industry in India is also not encouraging. In fact, date from the Ministry of sustenance Processing shows that growth rate in the soft drink market was the minimum in 1996. Changes in technology and consumer taste brought about many changes in the Indian soft drink industry from the time of intro of soft drink in India till today.COMPANY PROFILECOCA-COLA prank Styth Pemberton first introduced the go overing taste of Coca-Cola in Atlanta, Georgia in the year 1886.2% of all beverages consumed each day (including water) are coca-cola and that percentage is growing.Operated two hundred+ countries, 55000 direct man power, 400 brands, 4 out of the INDIAS top 5 soft drink brands.75% of the coke revenue coming from outside of USCoke entered India in 1954 and turns backs in 1977.Re-entered in the year 1993 to refresh Indian consumers.126 years in business.49 consecutive years with increase dividends.3500+ Beverages and 139600 widely distributed employees.Mission, Vision ValuesThe world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for whats to come. We must get ready for tomorrow today. Thats what our 2020 Vision is all about. It creates a long-term end for our business and provides us with a Roadmap for winning together with our bottling partners.MissionTo refresh the worldTo inspire moments of optimism and happinessTo create value and make a difference.VisionPeople Be a great place to work where people are inspired to be the best they can be.Portfolio admit to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs.Partners have a winning network of customers and suppliers, together we create mutual, enduring value. orbiter Be a responsible citizen that makes a difference by dower build and support sustainable communities.Profit Maximize long-term perish to shareowners while being mindful of our overall responsibilities.Productivity Be a highly effective, lean and fast-moving organization.ValuesLeadership The courage to shape a better futureCollaboration Leverage collective genius justness Be realAccountability If it is to be, its up to mePassion Committed in heart and mindDiversity As inclusive as our brandsQuality What we do, we do wellBusiness ModelPITA is a profit Creation Model .By imp lementing PITA Model, we can increase profit of our Customer as well as companys.P stands for PopulationI stand for incidenceT stands for TransactionA stands for Average Profit worldThe population can be defined as the shoppers or consumers in given universe or can be defined as number of footfalls in given outlet where Coca-Cola products are available.The main purpose of RED is to attract the population or to increase the footfalls in an outlet where Coca-Cola products are present. As described the main purpose of RED is to increase the footfalls in an outlet so to make it happen following locomote are taken, which are described below.Following are the few activating standards that are taken outside the outlet. tank car at the entranceStandee, chump at the entranceCombo Boards at the entranceINCIDENCEIncidence can be described as the percentage of population that buys our product. For an incidence to occur, we do some in shop activation which helps us to increase the percentage of people to buy our products. Incidence mostly plays with the Impulse of the consumer who is acquiring into the outlet. Following few locomote have to be taken to increase the incidence.Cooler in pristine PositionCooler Pure and showyRack DisplayShelf DisplayCombo BoardsTable energizingCounter Top DisplayTRANSACTIONTransaction can be described as amount in volume brought per transaction. Suppose a consumer goes into the shop for his personnel consumption by looking and by getting attracted towards the large favourite bottles, he / she might go for the large PET bottles.So to increase the transaction size per consumer a few steps have to be taken as follows.Rack displayCooler top Display300 ML instead of 200 ML600 ML and 1.5 Lit PET availabilityCooler in Prime PositionAVERAGE PROFITThis can be described as the amount of profit in value per transaction.Placing higher Margin pack like Mobile PET, 1.5 Lit, Cans, Maaza 250 ML, Maaza 600 ML, Maaza 1.2 Lit, we can increase the average profit , because the margins on these packs is higher than the RGBs.This can be better understood by the following tableCoca-cola Company is divided into two parts. They are as followsThe main objective of the project is to increase sales of coca-cola products.SALESS- Serve with smilingA- AttitudeL- lovable by others (outlet)E-efficient (20/80)S-seldom failsIn most FMCG, 73% of purchasing decisions are impulsive.Better product assortment wills impulse better product purchase.As the merchandise is more the sales will be increasedCoca-cola has two types of Operations. They are as followsCOBO Company Owned Business Operations.1. DSD Direct Sales Distribution.2. INDIRECT It is sub divided into 3 parts.AMC Area Marketing Contractor.ANCHORMILK POINTFOBO Franchise Owned Business Operations.The main activity of FOBO is SGA (Sales Generating Asset) CDE (Cool Drinks Equipment)COBO helps FOBO in supp