CHAPTER 1

INTRODUCTION

pg. 1
1.1: INTRODUCTION OF THE STUDY
Sales and distribution is an integral part of a marketing. Here Coca- Cola the leading brand in
soft drinks worldwide has maintained its brand image with high precision. The marketing
strategy of Coca- Cola product is very stringent than others. The main features in their
marketing are their offering and its sales and distribution. It’s my gratitude to work with
Hindustan Coca- Cola Beverage Private Limited, Patna especially with marketing
department. I have been placed in their in sales and distribution department for my
internship. The research work was not as easy as HCCBPL is very strict in their marketing
policy. In the beginning the main reason for conducting this study was to understand proper
allocation of distributor to the suppliers and also to know about the product sales. Further, it
is to understand the availability of the product and to know the working condition of Visi-
cooler provided by the company. The study is done to understand the problem of the
retailers, to understand the concept of Vision2020 and to increase the current sale of
products.

1.2: Purpose of the study:

 To understand the practical aspect of the working of organization.
 Understanding real life situations in organizations and their related environments.
 Accelerating the learning process of self how knowledge could be used in a realistic
way.
 Systematic introduction to corporate Culture and development
 Continuous learning.
 Understanding problems and providing unique solutions.
 To understand the practical aspects of the working of the organization.
 To study the company and know its working and its relevance economic
development.

pg. 2
1.3: STATEMENTS OF THE PROBLEMS
Main reason behind visiting different kind of outlets was to find out problems and to promote
the current selling. HCCBPL, Patna was facing some of the problems as stated below
1. To find the gap between order taken versus supply frequency.
2. To find the cause of dissatisfaction of the retailers.
3. To educate retailers that how merchandising & display creation results in sales
generation.
4. To check the cooler purity in outlets and remove impurity if any.
5. To check the POS material display in each outlet.

1.4: OBJECTIVE OF THE STUDY

1.4: A. Primary Objective:
 To find the problem of retailers.
 To increase current sales by merchandising & Display creation.
 To help M.D. (Market Developer) in RED (Right Execution Daily) activation.
 To educate customer about the impact of merchandising & display creation on their
sales.

1.4: B. Secondary Objectives:

 To check the brand availability.
 To find the retailer’s satisfaction.
 To check whether I-Das bill is given to retailer or not.
 To check market visit frequency of MD & STL.
 To check the condition of SGA.
 To find is there any SGA of competitor also.
 To check the frequency of order taken versus supply.
 To give valuable suggestion to the organization.
 To check the availability of competitor’s juice.
 To check the availability of Banner & poster.

pg. 3
1.5: SCOPE OF THE STUDY

1. By this study company can know the performance of Market Developer

2. This study help to know the brand availability of Coke
3. This study also helps to get a clear idea about where the company is lagging behind &
where it is ahead of its competitors.

1.6: LIMITATIONS OF THE STUDY

Although all possible efforts have been taken to make the results of survey as accurate as
possible but the survey suffers from the following limitations:
 The time period of the study was only for two months. So, it was not possible to cover
all the areas and go into the depth of problem and make analysis.
 The area of survey was Patna District only and it was concentrated on urban area
only.
 The psychological condition of retailer varied from person to person because at many
outlets retailers was not co-operative.
 The training was carried out in peak season. Most of the retailers are not satisfied with
the supply frequency. So, some of they are not responding to questionnaire in a sound
manner.
 Some respondents (retailers) know the Market Developer and STL by their name
only. They don’t understand the word M.D. & STL. So, they may answer few
questions wrongly.
 Condition of cooler in terms of product availability, purity, merchandising, display
creation may vary from day to day.

pg. 4
 CHAPTER 2
INDUSTRY OVERVIEW

pg. 5
The beverage category contributes 8-9 percent to the total FMCG market in India. With the
entry of major international beverage players over the last few decades, the market has
evolved and has made way for many products, which have found an immediate connect with
Indian consumers. The emergence of various brands in all segment has given an
unprecedented thrust to the category over the last couple of years. Consumer can choose
beverage of almost all flavours, colours, ingredients, health and nutritional values.

2.1: MARKET SIZE & GROWTH

According to research conducted by IMAGES Group – the publisher of progressive Grocer
India – for The India Food Report 2016, the market for beverages in India is close to Rs.
195,000 crore and is growing at 20 -23 percent. This growth rate will take the category at
three-and-a-half times of its present size by 2020.
All constituting segments are witnessing a growth at a healthy range of 20-25 percent, which
is the highest among all food groups. This growth can be attributed to the fact that the market
for beverages is getting more segmented and niche than ever before.

2.2: MARKET COMPOSITION

The category can be divided into four broad segments- tea and coffee, occupying the largest
market share; Juices and flavoured water; and other nonalcoholic drinks including Soft
Drinks, Cocoa, Chocolate, etc. the lion’s share of tea and coffee in the category confirms that
it is still ruled by traditional beverages. India may be the country with strong holds in tea and
coffee in specific areas but combined together, they hold a commanding section of the whole
market.
Another traditional segment having a significant share is
juice along with other canned and bottled beverage options.
In spite of large financial muscle powers and unparalleled
distribution advantage, the global beverage giants are able
to hold just 5 percent share in the category. Content- wise,
the products in this segment are synthetic and this could be
the reason why they will continue to remain a second
option among traditional consumers.

pg. 6
Packaged drinking water is the solution to the lack of proper drinking water availability in
the country but even that does not seem to help the segment occupy a market share of more
than 1 percent. This market share is almost negligible, and is generally concentrated in the
urban areas.

2.3: REGIONAL MARKET COMPOSITION

The eastern and southern regions are very strong in holding a large share in the beverage
market. Together they possess 73 percent of the total market. The north and the west have
almost identical market share. In some way the west and south have a higher average
monthly per capita consumption figure for beverages than the average figure of all- India
consumption. In spite of holding the largest market share (including north-east), the eastern
region has the lowest per capita consumption. Coffee enjoys a commanding share in the

pg. 7
south region followed by the west.

Similarly, the east is the star region for packaged, flavoured water. Other non- alcoholic
drinks in a way reflect the balanced share in the range of 21-29 percent across all regions.
Juices and bottled/canned beverages are least consumed in the east and south, respectively.

pg. 8
2.4: CONSUMPTION TRENDS IN JUICES

However, three- fourths of the juice market is urbanized. The high consumption of juices in
these markets is the result of higher health awareness, availability of branded juices, urban
lifestyle which is full of options, boom in modern retail and mall culture, and influence of
globalization in the F & B space. People today realize the importance of healthy food and
they demand packaged juices, which can easily be carried along while on the go .
The juice segment has two components – packaged juices and fresh juices. The packaged
juices component has a higher growth rate since it is easily available all the time. However,
not more than 15 percent of the segment is dominated by packaged juices. The packaged
juices can be further classified into fruit drinks, juices and nectar drinks, which are recent
additions. Fruit drinks have one- third fruit content in them ad sell the most. The industry
claims it dominates 60 percent market share. Fruit juices, on the other hand, are 100 percent
composed of fruit content, and claim a 30 percent market share at present. In contrast, nectar
drinks have anywhere between 25 and 90 percent fruit content, but account for only 10
percent of the market.
The rising number of health- conscious consumers is giving a boost to the fruit juices
segment; it has been observed that consumers are shifting from fruit based drinks to fruit
based juices as they consider the later a healthier breakfast or snack option.

2.5: SOFT DRINKS

The culture of eating out has given birth to meal and soft drink combos, which Indian
consumers are savouring to the fullest. This has given a much required boost to soft drinks
consumption. They have become penetrative in almost all consumer segment from kids to
college- going students to middle – aged couples. Soft drinks are no more a sunny hot day
culture but have evolved as part of the meal, especially while eating out. The growing
consumption of soft drinks has revolutionized the pack size also. From 300 ml bottles to 2
litre PET bottles, the players in the segment are servicing all consumption demands. The
segment has made some significant achievements and penetration in the rural areas is
definitely one of them. The industry reports claim that rural areas account for 75 percent
sales of PET bottles.
Based on the consumption patterns, the soft drink market in India is classified into two
segments. The first is ‘Public’ segment, which represents the place where the soft drink is

pg. 9
bought and consumed by public on a large scale, thus generating volumes. This includes
places like Railway Stations, Stand- alone Shops, Restaurants, and Cinemas. The other
segment is that of ‘Household’, which represents soft drinks purchased and consumed at
home and household level.

However, in India the former beats the latter hollow. The public consumption accounts for
almost 80 percent of the total sale of soft drinks and household consumption accounts for the
remaining 20 percent of the sales.
 Beverages market will grow 3.5 times of its present size by 2020.
 BigBasket says huge surge in organic juice demand.

pg. 10
 CHAPTER 3
COMPANY OVERVIEW

pg. 11
3.1: ABOUT COCA-COLA COMPANY
Coca Cola, the product that has given the world its best known taste was born in Atlanta,
Georgia, on May 8, 1886. The Coca – Cola Company (NYSE : KO) is the largest beverage
company, refreshing consumers with more than 500 sparkling and still brands and more than
3800 beverage choices. Its portfolio features 20 billion – dollar brands, 18 of which are
available in reduced-, low-, or no calorie options. These brands include Diet Coke, Coca –
Cola Zero, Fanta, Sprite, Dasani, Vitamin water, Powerade, Minute maid, Simply, Del Valle,
Georgia and Gold Peak. Through the world’s largest beverage distribution system, it is the
No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of COKE
beverages are enjoyed by consumers in more than 200 countries each day.

3.2: ABOUT COCA – COLA INDIA

Coca – Cola India Pvt. Ltd. is a subsidiary of Atlanta base The Coca- Cola
Company that sells concentrates for wide range of juice, juice drinks and aerated
beverage bases to authorized bottlers. Headquartered in Gurgaon, India

pg. 12
Coca-Cola India, is one of the country’s leading beverage companies, offering a range of
healthy, safe, high quality, refreshing beverage options to consumers. Ever since its re-entry
in 1993, the Company has gone on to establish an unmatched portfolio of beverages,
refreshing consumers with its leading beverage brands like Coca-Cola, Coca-Cola Zero, Diet
Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, VIO Flavored
Milk, Maaza, Minute Maid range of juices, Georgia and Georgia Gold range of hot and cold
tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and
BURN energy drink. The Company along with its bottling partners, through a

Strong network of over 2.6 million retail outlets, touches the lives of millions of consumers.
Its brands are some of the most preferred and most sold beverages in the country.
The Coca-Cola system in India has already invested $2 billion till 2011, since its re-entry
into India. The company will be investing another $5 billion till the year 2020. The Coca-
Cola system in India directly employs over 25,000 people including those on contract. The
system has created indirect employment for more than 1, 50,000 people in related industries
through its vast procurement, supply and distribution system. We strive to ensure that our

pg. 13
work environment is safe and inclusive and that there are plentiful opportunities for our
people in India and across the world.
TCCC re-entered the Indian market post the economic liberalization of 1991 and
established Coca-Cola India Private Limited (CCIPL) as its wholly-owned subsidiary in
1992. The entities that comprise the Coca-Cola System in India are:

3.3: ABOUT HINDUSTAN COCA- COLA BEVERAGE PVT. LTD.

It is the largest bottling partner of the Coca – Cola Company in India. It is a part of The Coca
– Cola Company’s Bottling Investment Group (BIG) and responsible for the manufacture,
package, sale and distribution of beverages under the trademark of The Coca – Cola
Company. It develops local market and distribute beverages to grocers, small retailers,
supermarkets, restaurants, and numerous other businesses. In turn these customers make our
beverages available to consumers across India.
HCCBPL’s Product Portfolio has an extensive range to choose from:
 Sparkling Beverages – Coca Cola, Diet Coke, Thums Up, Sprite, Fanta, Limca,
Kinley Soda, Schweppes Tonic Water.
 Still Beverages – Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh,
Minute Maid 100% Juices (Apple, Grapes, Orange, and Mixed Fruit), Minute Maid
range of fruit flavored drinks.
 Water – Kinley, Bonaqua

pg. 14
  Coca – Cola India Pvt. Ltd.
 Hindustan Coca – Cola Beverage Pvt. Ltd.

pg. 15
3.4: VISION& MISSION OF HCCBPL

Fig. Vision & Mission of HCCBLP

pg. 16
3.5: MILESTONES

 1992 Coca Cola resumes operations in India

 1993 Acquired Parle brands Thums Up, Limca, Maaza, Gold Spot, Citra, Rimzim

 1997 Formation of Hindustan Coca Cola Beverage Private Limited erstwhile

Hindustan Coca – Cola Bottling Southwest Private Limited

 2005 Formation of Bottling Investment Group (BIG) and Independent HCCBPL

Management Team in India

 2006 – 07 Moves towards being world class selling organisation

 2008 – 11 Stable & Sustainable Performance towards World Class Bottling

 2011 HCCBPL crosses 400 million unit case sales

pg. 17
3.6: HISTORY OF COCA-COLA
Coca Cola history began in 1886 when the curiosity of an Atlanta Pharmacist Dr. John S.
Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda
fountain. He created a flavored syrup, took it to his neighborhood pharmacy, where it was
mixed with carbonated water and deemed “ excellent “by those who sampled it. Dr.
Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the
beverage “Coca- Cola” as well as designing the trademarked, distinct script, still used today.
Did You Know? The first serving of Coca- Cola were sold for 5 cent per glass. During the
first year, sales averaged a modest nine servings per day in Atlanta. Today, daily serving of
Coca- Cola beverages are estimated at 1.9 billion globally.
The Coca-Cola formula and brand were bought in 1889 by Asa Griggs Candler (December
30, 1851- March 12, 1929), who incorporated The Coca-Cola Company in 1892.
Acquisitions
The company has a long history of acquisitions. Coca- Cola acquired Minute Maid in 1960,
the Indian cola brand Thums Up in 1993and Barq’s in 1995. In 2001, it acquired odwalla
brand of fruit juices, smoothies, and bars for $ 181 million. In 2007, it acquired Fuze
Beverage from founder Lance Collins and castanea. In 2013, Coca- Cola finalized its
purchase of ZICO, a coconut water company. In 2011, the Coca- Cola Company bought the
rest of the organic tea company Honest Tea. In 2015, the company took a minority stake
ownership in the cold pressed juice manufacturer, Suja Life LLC.

pg. 18
3.7: HISTORY OF HCCBPL
In the network of the Coca-Cola system, Coca-Cola has either of the two bottling operation
done for the company.
1. COBO (Company Owned & Operated Bottling Operation).
2. FOBO (Franchise Owned & Operated Bottling Operation).
After 1993, when Coca-Cola re- enters Indian market, done a lot of changes in the existing
system of the drink market prevailing in India, by acquiring the major brands and the bottling
operations from Parle. After this company founded some of its own bottling operation in
India.
In year 1997, company invested a major amount of $700 million in India by purchasing other
bottling operations, all around India and introduces new technology in them. These bottling
plants are called Company Owned and Operation Bottling Operation. Company has full
ownership and operational right for these type of operations. The other type of bottling
operation for the company are called Franchise Owned and Operated bottling Operation, to
these , the company has given the right to produce the product for the company and to supply
within the territory assigned by the company. Company has no ownership or operational
right/control over these
In India Company has 26 COBO and 14 FOBO operations for the production and control of
the whole operation in India. These are divided into various zone. There are 7 zone of
HCCBPL which are as follows-
 North
 East
 West
 South
 GMR(Gujarat, Madhya Pradesh, Rajasthan)
 (Maharashtra, Andhra Pradesh, Karnataka, Tamilnadu)
Hindustan Coca-Cola Beverage Pvt. Ltd. First plant is established at Hathras in India, second
largest plant is Dasna, and the largest one is in Bangalore. .

pg. 19
3.8: ORGANISATION STRUCTURE OF THE SALES DEPARTMENT OF
HCCBPL, PATNA

AGM/ADO

ROUTE TO HUMAN GENERAL

PLANT FINANCE
RESOURCE SALES
MANAGER MARKET MANAGER
MANAGER
MANAGER

AREA
AREA SALES CHANNEL capability
MANAGER MANAGER manager

SALES TEAM KEY

MARKETING SALES
LEADER ACCOUNTS
TRANERS

MARKET
DEVELOPER

pg. 20
3.9: COMPANY PROFILE

Coca-Cola Company
 President – James Robert B. Quincey
 CEO

Coca-Cola India
 Chairman & CEO –Mukhtar Kent
 President ( India and South- West Asia) – T krishnakumar

HCCB (India)
 Executive Director- HR : – Seema Nair
 CEO – Christina Ruggiero

HCCBPL (Bihar)
 Sales Manager – 3 (2 in Bihar 1 in Jharkhand)
 Area Sales Manager- 7
 Market Developer - 64

pg. 21
3.10: PRODUCT PORTFOLIO

Coca- Cola India is one of the country’s leading beverage companies offering a range of
healthy, safe, high quality, refreshing beverage options to consumers. Since its re- entry in
1993, the company has been refreshing consumers with its products – Aquarius, Coca- Cola,
Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite
Zero, Maaza, Vio flavored milk, ‘Almond Delight’ and ‘kesar Delight’, Minute Maid range
of juice, Fuze Iced tea, Georgia and Georgia gold range of hot and cold tea and coffee
options, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda.

Coca- Cola is the most popular and biggest selling soft

drink in history, as well as one of the most recognizable
brands in the world.
Created in 1886 in Atlanta, Georgia, by Dr. John S.
Pemberton, Coca- Cola was first offered as fountain
beverage at Jacob’s Pharmacy by carbonated water.
Coca- Cola was patented in 1887, registered as a
trademark in 1893 and by 1895 it was being sold in every
state and territory in the United States.
In 1899, The Coca- Cola Company began franchised
bottling operations in the United States and in 1906
bottling operations for Coca- Cola began to
internationally.

pg. 22
 Introduced in 1961, Sprite is the world’s leading lemon- lime
flavored soft drink. Sprite is sold in more than 190 countries
and ranks as the No. 3 soft drink worldwide.

Introduced in 1940, Fanta is the second oldest brands of the

Coca- cola Company and our second largest brand outside
the US. Fanta orange is the leading flavor but almost every
fruit grown is available as a Fanta flavor somewhere.
Consumed more than 130 million times every day around
the world, consumer loves Fanta for its great, fruity taste.

Diet Coke, also known as Coca- Cola light in some

markets, is a sugar- and calorie- free soft drink. It was first
introduced in the United States on August 9, 1982, as the
first new brand since 1886 to use the Coca- Cola
Trademark. Today Diet coke/Coca- Cola light is one of the
largest and most successful brands of the Coca-Cola
Company, available in more than 150 markets around the
world.

pg. 23
 Coke Zero was Coca- Cola’s largest product launch in 22 years
and launched in 2005, reaching billion- dollar status in 2007.
Coca- Cola Zero offers great Coke taste, uplifting refreshment
and zero sugar.

Coca- Cola Life is a reduced- Calorie cola sweetened with

cane sugar and stevia leaf extract.
At 60 calories per 8-oz.glass bottle, Coca- Cola Life has 35%
fewer calories than other leading colas*.
Stevia, a sweetener with zero calories, is obtained from the leaf
of the stevia plant. Together with cane sugar, stevia leaf extract
gives Coca-Cola Life its delicious, sweet flavor.
Coca- Cola Life is the perfect refreshing beverage to enjoy
throughout summer’s sweetest moments and pairs well with some of your favorite seasonal
dishes.

Dasani is a brand of bottled water from the Coca-Cola

Company, launched in 1999, after the success of Aquafina. It is
one of the many brands of Coca-Cola company bottled water
sold around the world. The product s tap water, filtered and
bottled water.

pg. 24
 Introduced on 1977 and later bought by Coca- Cola
on 1993 is now the largest selling carbonated soft
drink brand in India. Carrying the latest slogan “Taste
the Thunder”, Thums Up is a leader in Cola drinks of
India. Commanding over more than 42% of market
share in India, Thums Up has continuously won the
award of “Most trusted brands” according to the
Brand trust report.

To quench the thrust, Coca-Cola launched

Kinley Mineral Water. Kinley was introduced in
India in 2000and promise the assurance of clean
and safe water through an intensive purification
process.

pg. 25
3.11: ABOUT COMPETITORS
The major competition faced by Coca-Cola International is PepsiCo Inc. PepsiCo is a world
leader in convenient foods and beverages. Other competitors are Nestle, Unilever Group, Dr.
Pepper Snapple Group Inc., Dabur, Parle, Hector Beverages (Paper Boat) and a host of
others. The major beneficiaries have been Parle Bisleri and Parle Agro whose combined
market share in soft drinks has gone up from 15.8% in 2014 to 17.7% last year. In a highly
fragmented market, the rest including Dabur, UB Group, Dhariwal Industries, Narangs
Hospitality, ITC, Bisleri, Parle Agro and Dharampal Satyapal among others have together
risen 1 percentage point in the last three years. Then there are the smaller players led by
Manpasand and Hector Beverages that are also slowly making their presence felt.
According to Euromonitor, between 2014-16 Coca-Cola India’s market shares has shrunk
from 35.5 to 33.5 percent while PepsiCo’s has gone down from 23.2 to 22.2 percent, as
consumption switched dramatically to healthy beverages. The share of carbonated beverages,
commonly referred as colas, was 51% at its peak in 2014- it’s now down to 46%. In bottled
water segment Bisleri is the outright leader with a 24.6% share while Coca-Cola’s Kinley at
17.2% has lost 2 percentage points since 2014. PepsiCo’s Aquafina has stagnated at 10%.
International Competitors Indian Competitors
 PepsiCo Dabur
 Unilever Parle Agro
 Dr. Pepper Snapple Group Inc. Parle Bisleri
 Hector Beverage( Paper Boat) ITC
 Nestle UB Group
Dhariwal Industries
Narangs Hospitality
Dharampal Satyapal
HCCBPL is also facing considerable amount of competition by local as well as national and
international companies. In Patna competitors are- AMUL KOOL, REAL & TROPICANA,
PAPER BOAT, 7Up. Mountain Dew, Pepsi.

pg. 26
3.12: MARKETSHARE OF COCA-COLA INDIA
In the past four years, it grew its volume by 176 million unit case, profit by over 40% and
gained 8% share swing against its nearest competitor in sparkling. As demand for fizzy
drinks is falling globally; in India, Coca-Cola has been increasing focus on non- carbonated
beverages like Vio(Milk-based), Zico(packaged Coconut Water) for the past couple of year.
According to Euromonitor between2014-16, Coca-Cola India’s market share has shrunk
from 35.5 to 33.5 percent.

Coca-Cola India
36

35.5

35

34.5

34 35.5

33.5

33 33.5

32.5
2014 2016

Coca-Cola India

pg. 27
3.13: MARKET SHARE OF PEPSICO

PepsiCo
23.4

23.2

23

22.8

22.6

22.4 23.2

22.2

22
22.2
21.8

21.6
2014 2016

PepsiCo

Interestingly, as consumption switched dramatically to healthy beverages, the duo ill

equipped to tap the new opportunities, have been losing share in a growing market. Their
combined share is now down to 3 percentage points. The share of carbonated beverages,
commonly referred as colas, was 51% at its peak in 2014- it is now down to 46%.

pg. 28
3.14: RANKING IN BRAND TRUST REPORT 2016 & 2017 OF COCA-
COLA BRANDS

BTR 2016
500

450

400

350

300

250
451 BTR 2016
200

150 296
100
160
50 119
79 91
42
0
COCA- COLA SPRITE LIMCA FANTA MAAZA KINLEY THUMS UP

BTR 2017
180

160

140

120

100

80 167 BTR 2017

142
60 127

40 85
74
20 46

0
COCA- COLA SPRITE LIMCA FANTA MAAZA KINLEY THUMS UP 3.15

pg. 29
3.15: RANKING IN BRANDS TRUST REPORT OF PEPSICO PRODUCTS

Brand Trust Report 2016

600

500

400

300
515 BTR 2016
496
200
334
283
100
130
19
0
PEPSI MOUNTAIN SLICE TROPICANA MIRINDA 7UP
DEW

Brand Trust Report 2017

600

500

400

300
527 Brand Trust Report 2017
482
200
372

100 202
154
35
0
PEPSI MOUNTAIN SLICE TROPICANA MIRINDA 7UP
DEW

pg. 30
3.16: BRAND TRUST REPORT RANKING OF VARIOUS BEVERAGES

BTR 2017
BTR 2017
527

482

402

372

354

202

167

160

154

142

127

114

85

74
46

35

pg. 31
 CHAPTER 4
A PROJECT WORK ON VISION 2020 WITH SPECIAL REFERNCE
TO MARKETING STRATEGY

pg. 32
A vision statement is sometimes called a picture of the company in the future but it’s so
much more than that. The Coca-Cola company vision is:
“VISION 2020”
At a global level, the Coca-Cola system has robust plans for the future referred to as
“VISION 2020”. Under this plan, it seeks to double its revenue. Vision 2020 creates a long-
term destination for achieving sustainable, quality growth.

Achieving this goal would not be possible without focusing on each of the three
dimensions of sustainable development which are –
 People: Be great place to work where people are inspired to be the best they can be.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
 Profit: Maximise long- term return to shareowners while being mindful of our overall
responsibilities.

Our winning culture defines the attitudes and behaviors that will be required to make
vision 2020 a reality.
To achieve the destination of “VISION 2020 “company focus on the market.
 Focus on needs of customers and franchise partners
 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious

pg. 33
Work Smart
 Act with urgency
 Remain responsive to change.
 Have the courage to change course when needed.
 Remain constructively discontent.
 Work efficiently.
Be the Brand
 Inspire creativity, passion, optimism and fun.
“Vision 2020” aims at understanding the trend and forces that will shape the business in the
future and move swiftly to get ready for tomorrow by today. It creates a long – term
destination for our business and provides us with “Roadmap” for winning together with its
bottling partners.
Coca-Cola’s “VISION 2020” is to making India one of its top 5 markets. The per capita
consumption of 14 per year for Coca-Cola products, as compared to the global average 94,
the Indian market offers huge growth opportunity. An increasingly evolving middle class,
higher disposable income, changing lifestyles and habits are key factors that will fuel growth
of the beverage industry.
The country’s leading beverage company is going ahead with its planned investments of $5
billion till 2020, to further capture growth opportunities in the packaged beverage market.
The investment in India are on track as we build scale, manufacturing capacity, distribution
capability and a robust product portfolio to realize our business goals in India. By the end of
2020, the Coca-Cola system would have invested more than $7 billion in its operations in
India, which currently operates through a network of 59bottling facilities in the country.
With brands like Sprite, Thums Up, Maaza and Kinley in its kitty, the company believes in
the long term growth potential of the country and this system is committed to invest $5
billion in its operations between 2012 and 2020.

pg. 34
As per capita consumption has grown from 1.2 litres in 1990 to 13 litres per day today,
HCCBPL focus on increase the market share. There is 6 bottles transaction by 1 person on
average. The main focus of company is on those outlets which have four door cooler. Its aim
is to build a long term relationship with those retailers who have large volume of sell.
HCCBPL fixes 4 door cooler on those outlets.
Cooler is make available to those retailers on which outlet footfall is high like Bus Stand,
Paan Shop, Super Market, Grocery and restaurant whose sales volume is high. Cooler is
fixed at prime position from where it would be visible to customer.

4.1: OUTLETS COMES UNDER “VISION 2020”:

 2 door cooler each having thirty v.c.
 4 door cooler each having 15 v.c.

4.2: OBJECTIVE OF THESE OUTLETS

 To increase Market Share.
 Don’t give space in cooler for competitor’s product.
 To increase sales.
 To pay special attention on these outlets.
 To create next generation outlets.
 Cater increasing portfolio.
 Prime focus on these outlets.
 To reach maximum number of consumers.
 Large investment by company so that push more volume of different brands.
 Attractive Display creation to show as a status of the company

pg. 35
4.3: EXECUTION STANDARDS IN VISION 2020 COOLER
 1st door – coke (Top to Bottom).
 2nd door & 3rddoor – GLOBAL & local Core Sparkling Brands.
 4th door – Juice & Kinley Water.

pg. 36
4.4: MERCHANDISING

pg. 37
  Cooler at prime position
 Combo Board
 Counter Top Display
 Signage/ Poster
 Table Activation

pg. 38
 4.5: RED ACTIVATION OF “VISION 2020” OUTLET

70 15
100

AVAILABILITY EQUIPMENT ACTIVATION

ACTIVATION STANDARDS
Description E&D Grocery/Convenience

In-store Activation 10 5

Stock Display 5 5

Price Communication 5

Total Activation 15

pg. 39
 IN STORE ACTIVATION
CHANNEL PACK REQUIREMENT
Combo Communication/ Menu Board
/ Menu + Combo Board.
E&D IC/OTG
Price/Promo Communication is a
must.
GROCERY OTG/FC Poster/ Banner/ Hanging Units/
Innovative Interception Point.
Price/Promo Communication is a
CONVENIENCE IC/OTG must.

STOCK DISPLAY
CHANNEL PACK REQUIREMENT
On the Counter/ Table Top /Food
E&D IC/OTG
Shelf Display- Min 4 Bottles
On the Counter / Table Top/ Right
GROCERY OTG/FC Wall or Front Wall Display- Min 6
Bottles

On the Counter / Table Top / Front

CONVENIENCE IC/OTG
wall Display- Min 6 Bottles

PRICE COMMUNICATION
CHANNEL REQUIREMENT
GROCERY PRICE STRIPS ON COOLER
CONVENIENCE PRICE COMMUNICATION ON STOCK DISPLAY

BONUS ON QUARTERLY
ZONAL INITIATIVE +10

pg. 40
 RED Availability Scorecard
Brand Pack E&D Grocery Conv

IC 5 5 5
Coca Cola OTG 5 2 3
FC 3 2
IC 10 5 5
Sprite
SPARKLING

OTG 5 5 5
FC 5 5
IC 10 5 5
Unit Lead
OTG 5 5 5
Brand
FC 5 5
Any 1 of IC 5 5 5
COOLER
other 2 CSP OTG 5 2 3
CHILLING
brands FC 3 2 CLASSIFICATION CAPACITY
IC 10 5 5 LARGE 30 Caser
Juice >10 Caser And <=
OTG 5 5 5
STILLS

(Mz/MM/Fz) MEDIUM 20 Caser

FC 5 5
SMALL <=10 Caser
Kinley/ Warm
5 5 5
Bonaqua display
Total Availability 70 70 70

PACK CONFIGURATION
IC 330ml & Below AVAILABILITY BONUS
OTG 400ml to 750ml
FC CSD 1.25 Ltr & above
SOVI +5
Juice 1ltr & Above

• E&D: Outlets with >=4 tables are defined as E&D Outlets and outlets with <=3
tables are Convenience outlets.
• Convenience= Travel + STD + Pan Plus Outlets + Medical Stores + Regular
Convenience outlets
• Water = Warm Display
• Definition of Rural and Urban dropped.

pg. 41
4.6: RED EQUIPMENT NORMS 2017

Cooler Standards – 2017

Brand Order ( COLT - J ) with Price shelf
2
Strips

Pack Order (2 shelf IC Pack) 3

N-1 Purity % 10
Total Cooler 15

BRAND ORDER

Brand Order to follow Linear arrangement of

COLT-J

PURITY PARAMETER

Purity Number of Pure shelves / Total number

Factor of shelves -1

pg. 42
4.7: PRODUCTS AVAILABILITY IN VARIOUS PACKS
Brands Coke Sprite Thums Fanta Limca Maaza Kinley Kinley Minute
Up Soda water Maid

Packs(ml)

150ml yes yes

200ml yes yes yes yes yes yes

250ml yes yes yes yes yes yes

300ml yes yes yes yes yes

330ml yes yes yes yes yes

400ml yes yes yes yes yes yes

500ml yes yes yes yes yes yes
600ml yes yes yes yes yes yes

750ml yes yes yes yes yes yes yes

1ltr. yes

1.2 ltr. yes yes yes yes yes

1.25ltr. yes yes
1.5ltr yes

1.75ltr yes yes yes yes yes

2ltr. yes yes

2.5 ltr. yes yes yes yes yes

pg. 43
 CHAPTER 5
RESEARCH WORK

pg. 44
RESEARCH METHODOLOGY
5.1: INTRODUCTION
Marketing research is the process of systematic design, collection of data, analysis and
reporting of data to specific marketing situation which an organization faces.
The topic “A STUDY ON VISION 2020” for the project work was suggested to me by the
channel Manager (Mr. Churchill Sinha) of Hindustan Coca-Cola Beverage Private Limited,
Patna. He asked me to conduct a study in areas where the Coca-Cola market is weak as well
as high and to make a study of problems arising in sales
Armed with the ideas provided to me by the channel manager and the Area Sales Manager, I
went ahead for the research with the help of marketing campaigns designed by them. I have
given a Market Visit Sheet at which I have to fill each info.as per the data Mention in the
sheet. While working on the campaigns I was responsible myself to collect necessary
information and fill the Market Sheet which can be helpful in my study. In my research the
retailer of Patna having two double door SGA is the Universe. They are scattered in the
different locality of Patna. Therefore they are the ones who constitute as the main source of
information to me. I also needed to be in contact with Market Developers for that particular
area in order to get sufficient information about particular outlets.

5.2: OPERATIONAL SETUP

The success of any survey depends upon resources, quality, timing and integrity of the
surveyor who compiles the primary data. So, it is a very important task to manage all the
available resources which make impact on the quality of survey.

5.3 RESEARCH DESIGN

This research involved a study, which was Descriptive as well as exploratory in nature. It
basically aims at gathering data about how the Coca-Cola red element concept & scheme
playing in the mind of retailers. It is carried out with specific objectives and hence it results
in definite conclusion. This research tries to describe the characteristics of the respondent in
relation to particular product or a practice/culture of importance.

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.
Here I applied non random sampling (purposive sampling) to collect the data.

pg. 45
5.4: DATA COLLECTION
The data can be dichotomized into two types: Primary data and Secondary Data. In this study
the data collected is mainly primary data. The respondents were from the different areas of
Patna only. The secondary data are obtained from the HCCBPL office. The information
collected for the various objectives were from the total number of outlets covered by me
under those campaigns.

5.5: METHOD OF DATA COLLECTION

There are different method of data collection. They are observation, experimentation, and
survey. Here the data are collected by market survey and experiments& observation.

5.6: MARKET SURVEY (Questionnaire method)

Market Survey is one of the most widely used market research techniques and it is done by
questionnaire method. It is at times viewed as synonymous with marketing research. This is
erroneous. It has to be understood clearly that market survey is just one of the techniques of
market research and is not synonymous with MR. it is just one of the method of collecting
marketing information required for a given marketing assignment. It is when the required
data is not available with the company’s internal records, as well as external published
source.

pg. 46
5.7: OBSERVATION METHOD

 To check & activate RED at each and every outlet.

 To check cooler visibility and purity.
 To check warm display of 6 bottles of Kinley water, juice & 12 bottles of 750ml.
sparkling brand.
 To check availability of competitor’s cooler.
 To check availability of IC pack in first two shelves.
 To check display of 6 bottles of Maaza 1.2/1.75 liters.
 To check availability of Brand Holder & Price Communication in cooler.
 To check warm Display of 6 bottles of Tetra packs.
 To check Banner & Poster availability.

pg. 47
FORMAT OF MARKET VISIT SHEET

pg. 48
5.8: INSTRUMENTS FOR DATA COLLECTION

The Primary data collected through the survey method for the purpose of the study. The
survey was done by doing Observation and experiment with the help of marketing
campaigns. Besides this I had an informal discussion with the retailers. Secondary data:
Information regarding the organisation was obtained from secondary sources like company
Website, records.

Primary Source:
 Observing condition of Cooler
 Checking PICOS
 Observing Visibility, warm Display, and Purity.
 Informal talk with customer.
 Questionnaire
 Marketing Campaign
Secondary Source:
 RED tracker of the market developer
 Website of company
 Records
 PressReader.com
 Euromonitor

pg. 49
 MARKETING CAMPAIGNS

Marketing Campaigns are specific activities designed to promote a product, service or

business. A marketing campaign is a coordinated series of steps that can include promotion
of a product through different mediums (television, radio, print, online) using a variety of
different types of advertisements. The campaign doesn’t have to rely solely on advertising,
and can also include demonstrations, word of mouth and other interactive techniques .

6.1: Gist of Marketing Campaign

A marketing campaign isn’t something that comes to you while you’re taking a shower.
Successful campaigns tend to be carefully researched, well thought out and focused on
details and execution, rather than resting on a single, grand idea. Planning a marketing
campaign starts with understanding your position in the marketplace and ends with details
such as the wording of an advertisement.

6.2: Need of Marketing Campaigns

Nowadays it became very difficult to sustain market share and market growth of the
company even for market leaders. So, doing without any promotional activities one may not
survive in this competitive market.
Marketing campaigns help in promoting your products and making customer aware about
your products. It also helps you to create brand image of your products and so as of your
company also. Here marketing campaigns has a vital role in sales promotion in competition.

6.3: Campaigns undertaken to solve the problems

 As HCCBPL was facing so many problem stated above, it became vital for them to
solve these problems by doing some of the marketing campaigns. By keeping nature
of the problems in mind, HCCBPL has designed some marketing campaigns as
below:
 Outlet visit
 RED Activation on each outlet
 Merchandising & Display creation

pg. 50
6.4: How Campaigns helped in collecting Data?
Basically marketing Campaign activities were designed to find out the problem statement
mentioned earlier. My study was totally depends on external market so I had to visit those
outlets which have SGA of Coca-Cola having each either 2 door cooler of 30 Vc or 4 door
cooler of 15Vc. The Campaign was designed in such a way that it have potentials to solve all
problems that HCCBPL was facing.
These campaigns have helped me to explore myself in market and also helped to collect
information from retail outlets who comes under Vision 2020.

pg. 51
 CHAPTER 6
DATA ANALYSIS & FINDINGS

pg. 52
Location of market (Universe)
Data are collected from different location of Patna Market.
1. Boring Canal Road. 2. Phulwarisharif
3. Bypass Road. 4. Kankarbagh
5. Aashiyana 6. Patel Nagar
7. Baily Road 8.Khagaul
9. Jakkanpur 9. Gola Road
10. A.G. Colony

6.1: SURVEY ANALYSIS

The survey was conducted in different location of Patna. A total of 200 outlets were visited
including 50 outlets of VISION 2020.
1. Market Name.
2. MD Name.
3. STL NAME.
4. Name of the Outlet.
5. CHANNEL: GRO/CON/E&D.
6. Cooler Size.
7. PCI size if any.
8. Merchandising & Display Creation.
9. Juice variation availability.
10. I- Das Bill.
11. Signage/POS.
12. MD service frequency weekly.
13. Order taken versus supply frequency.
14. Merchandising & Display creation

pg. 53
6.2: DATA INTERPRETATIONS:
Table No: - 1

Distribution of outlet that has been visited by the researcher .

OPTIONS NO. OF RESPONDENTS PERCENTAGE

Grocery 16 32%
Convenience 22 44%
E&D 12 24%
Total 50 100%

Types of channel

24%
32%
Grocery
convenience
E&D

44%

Interpretation: From the table no:1, it is shown that There are maximum outlet (44%)
belonging to Convenience channel, 32% belonging to grocery and 24% E&D which have
been given cooler of Coca – Cola. Cooler given to E & D channel is less compared to
grocery and convenience.

pg. 54
Table No: - 2
Distribution of cooler of competitor in different size.
OPTIONS NO. OF RESPONSE PERCENTAGE
Small 07 54%
Medium 05 38%
Large 01 08%
total 13 100%

Size of cooler of competitor

8%

38% 54% Small

Medim
Large

Interpretation: From the table no. 2, it is shown that, Availability of cooler of competitor is
very few in number as compared to cooler of Coca-Cola. More cooler of smaller size is
available as compared to other size.

pg. 55
Table No:-3
Frequency of M.D. visit in the outlet
RESPONSE NO. OF RESPONDENTS PERCENTAGE
Twice in a week 07 14%
Once in a week 23 46%
Once in a month 11 22%
Sometimes 09 18%
Total 50 100%

Market Visit frequency of M.D.

18% 14%

Twice in a week
22% Once in a week

46% Once in a month

Sometimes

Interpretation: From the table no. 3, it is shown that M.D. visit frequency varies from one
week to sometimes depending on the sales & no. of footfall of consumers at each outlets.
There are only 07 outlets at which M.D. visits twice in a week.

pg. 56
Table No: - 4
Frequency of STL visits in the outlet

RESPONSE NO. OF RESPONDENTS PERCENTAGE

Twice in a month 07 14%
Once in a month 23 46%
Once in 6 months 09 18%
Sometimes 11 22%
Total 50 100%

Market visit frequency of S.T.L.

14%
22%

Twice in a month
Once in a month
18%
46% Once in six month
Sometimes

Interpretation: From the table no. 4, it is shown that STL visits outlets generally once in a
month. Some of the outlet has not been visited from a longer period of time. Out of fifty only
23 has been visited once in a month.

pg. 57
Table No: - 5
Gap between demand and supply of Coke Product in the outlet
OPTIONS NO. OF RESPONSE PERCENTAGE
Within two days 08 16%
Three to five days 11 22%
Within one week 21 42%
More than one week 10 20%
Total 50 100%

Gap between demand and supply

20% 16%

within two days

22%
within three to five days
within one week
42%
More than one week

Interpretation: From the table no. 5, it is shown that only 16% respondents get their product
within two days. 42% percent retailers get their product within a week which leads to a cause
of dissatisfaction towards company.

pg. 58
Table N: - 6
Types of soft drink which is sold most from the outlet
TYPES OF SOFT DRINKS NO. OF RESPONSE PERCENTAGE
Coca-Cola 12 24%
Sprite 19 38%
Thump up 17 34%
other 02 02%
Total 50 100%

Soft drink sold

4%
24%
34% Coca- Cola
Sprite
Thums Up
38% Others

Interpretation: From the table no. 6, it is shown that Demand of sprite is the most. 38%
respondent said that Consumers demand coca-cola most, 34% said thums up, 24% said coca-
cola, and 2 % said other.

pg. 59
 Table No: - 7
Brand of juice is highly demanded by customers from outlet
OPTIONS NO. OF RESPONSE PERCENTAGES
Minute maid 07 14%
Tropicana 08 16%
Real 29 58%
Maaza 06 12%
Total 50 100%

Juice on demand

12% 14%

16% Minute Maid

Tropicana
Real
58%
Maaza

Interpretation: From the table no.7, it is shown that Real is demanded by the consumer
most. Consumers demand (58%) Real, (16%) Tropicana, (14%) Minute maid and
(12%)Maaza. Maaza and Minute Maid have low market share.

pg. 60
Table No: - 8
Satisfaction level of respondents on chilling capacity of cooler.
OPTIONS NO.OF RESPONDENT PERCENTAGE
Yes 35 70%
No 15 30%
Total 50 100%

satisfaction towards chilling capacity

30%

Yes
70%
No

Interpretation: From the table no.8, it is shown that 70% retailers are satisfied with the
chilling capacity of cooler where 30% respondents are not satisfied.

pg. 61
Table No: - 9
Brand of water is highly demanded by customers from the outlet.
OPTIONS NO. OF RESPONDENTS PERCENTAGE
Kinley 17 36%
Bisleri 15 32%
Belly 14 30%
Other 04 02%
Total 50 100%

Highly demanded brand of Water

2%

30% 36%
Kinley
Bisleri
Belly
32% Others

Interpretation: From the table no. 9, Water of Kinley and Bisleri is demanded more than
others. 36% respondent said consumers demand Kinley water more, 32% respondents said
Bisleri, 30% respondents said Bailley and rest said other.

pg. 62
Table No: - 10
Response of respondents toward branding of Coca- Cola effect their sell.
RESPONSE OF NO. OF RESPONDENTS PERCENTAGE
RETAILERS
Yes 15 70%
No 35 30%
Total 50 100%

Branding effect sales

30%

.
Yes
70% No

Interpretation: From the table no.10, it is shown that 30% Retailers do not think that
branding may boost their sales. While 70% think that branding have positive effect on the
sale of products.

pg. 63
Table No: - 11
Response of respondents toward visual merchandising boost sale of the product.
RESPONSE OF NO. OF RESPONDENTS PERCENTAGE
RETAILERS
Yes 40 80%
No 10 20%
Total 50 100%

Visual Merchandising boost sale

20%

Yes
No

80%

Interpretation: From the table no. 11, it is shown that 80% retailers think that visual
merchandising boost the sale of the products. While 20% think that it doesn’t have any
impact on sales.

pg. 64
Table No: - 12
Satisfaction level of respondents with the profit margin of Coca-Cola
OPTIONS NO. OF RESPONDENTS Percentages
Yes 40 80%
No 10 20%
Total 50 100%

Satisfaction with Profit Margin

20%

Yes
No

80%

Interpretation: From the table no.12, it is shown that 80% retailers are satisfied with the
profit margin of Coke products. And 20% wants more profit margin.

pg. 65
Table No: - 13
Satisfaction level of respondents with the service of the HCCBPL, Patna.
RESPONSE NO. OF RESPONDENTS PERCENTAGE
Yes 20 40%
No 30 60%
Total 50 100%

Satisfied with service of HCCBPL, Patna

40%

60% Yes
No

Interpretation: From the table no.13, it is shown that 60% retailers are not satisfied with
the service of HCCBPL, Patna. Only 40% retailers said that they are satisfied with the
service of HCCBPL, Patna.

pg. 66
Table No: - 14

Response of the respondents toward the receiving of I-DAS Bill.

RESPONSE NO. OF RESPONDENT PERCENTAGE
Yes 13 26%
No 37 74%
Total 50 100%

I-DAS bill receiver

26%

Yes

74% No

Interpretation: From the table no.14, it is shown that I- DAS bill is given to only 26% of
retailers. Some of the retailers are even not aware about I-DAS bill. 74% retailers are getting
hand written bill on sheet of paper.

pg. 67
 FINDINGS

 Coca-Cola is the market leader in Patna.

 Sprite is the most selling brand in sparkling brand of Coca-Cola.
 Coca-Cola is the most popular brand in market.
 Supply of the product is not up to mark.
 Retails shows ignorance toward branding.
 Retailer are not showing interest in visual merchandising.
 Market Developer (MD) visits frequently only to selective outlet.
 Frequency of visit of Sales Team Leader (STL) is very less and only to selective
outlets.
 Juice of Coca-Cola still struggling in competing with other brand of juice.
 Most of the retailers are not getting I-DASS Bill.
 Kinley water has strong competitor as Bisleri.
 None differentiated positioning of Kinley water in the mind of consumers.
 Most of the retailer are not aware about the helpline number written on the cooler
for communicating any issue related to technical fault of the cooler.
 Most of retailer are dissatisfied with the service of Coca-Cola.

pg. 68
 CHAPTER 7
CONCLUSION & SUGGESTIONS

pg. 69
 CONCLUSION

Working with HCCBPL, PATNA on ground level was a matter of privilege to me. I
have gained experienced practical exposure to the market .Understanding the
organisation, conducting market survey & participating in implementation of various
prescribed marketing strategy provided me valuable insight about this organization.
The ground level is as real and harsh side reveals at times, when we have to talk with
the dissatisfied customer.
Many a times we had to deal with harsh people politely too, but diplomacy in that was
a learning.

The study made me conclude that, Coca- Cola is the leading soft drink brand in Patna
region & most selling brand in this region is Sprite, Thumps Up and Maaza. It has a
big market share because of high demand
For the accomplishment of VISION 2020 Project of Coca-Cola, the company has yet
to fill the gap between demand and supply of Coca-Cola products & it has to also take
some action for the grievances handling of the retailers.
Working in association with HCCBPL feels us very proud to be a part of such a
lovable global brand.

pg. 70
 SUGGESTIONS

Taking the above analysis into consideration, the following points can be regarded to
solve the problems and boost the sale.
 Schemes should be provided to retailers at regular interval especially in the peak
seasons and information of schemes should be crystal and clear.
 Higher authority of the HCCBPL should be to deal with complaints of retailers,
because there is huge dissatisfaction among retailers that company does not pay
attention to their complaints.
 Need to educate retailers that how merchandising and display creation leads to
increase the sale.
 Juice should be pushed more in those cooler which are in hospitals, super market.
 MD should visit each outlet at regular interval who comes under his area.

pg. 71
 CHAPTER 8
QUESTIONNAIRE

pg. 72
 QUESTIONNAIRE
Market Name: ……………………………………………………
Date: …………………………………………………………..
MD Name: ……………………………………………………….
STL Name: ………………………………………………………
Visiting Associates Name: ……………………………………..
Name of the Outlet: ……………………………………………….

1. Under which channel Outlets comes?

a. Grocery b. Convenience
c. E & D
2. Do you have cooler of other company? If yes, what is its size?
a. Small b. Medium
c. Large
3. What is the frequency of MD visit to your outlet?
a. twice in a week b. once in a week
c. once in a month d. some times
4. What is the frequency of STL visit to your outlet?
a. twice in month b. once in a month
c. once in 6 months d some times
5. What is the gap between demand and supply of coke products?
a. within 2 days b. 3 to 5 days
c. within 1 week d. more than 1 week

pg. 73
6. Which soft drink is sold most at your outlet?
a. Coca-Cola b. sprite
c. thumps up d. other
7. Which brand of juice is highly demanded by the customer at your outlet?
a. Minute maid b. Maaza
c. Real d. Tropicana
8. Are you satisfied with chilling capacity of your cooler?
a. Yes b. No
9. Which brand of water is highly demanded by consumers at your outlet?
a. Kinley b. Bisleri
c. Belly d. Others
10. Do you think branding of Coca-Cola effects your sell?
a. Yes b. No
11. Do you think merchandising of your product helps to boost your sell?
a. Yes b. No
12. Are you satisfied with the profit margin of the Coca-Cola?
a. Yes b. No
13. Are you satisfied with the service provided by the Coca-Cola?
a. Yes b. No
14. Do you receive I- DAS Bill?
a. Yes b. No
15. If any problem please specify.
……………………………………………………………………………….
………………………………………………………………………………..

pg. 74
 BIBLIOGRAPHY

BOOKLETS

 Annual Report of Coca-Cola company, 2016

BOOKS

 Marketing Management, (Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha), (2013), 14th edition, (Page no.- 43, 84, 84, 93,94)
 Principle of Marketing, Philip Kotler and Armstrong. Gary, (2006), 11 th edition
 Marketing Research, Rajendra Nargundkr, (2010), 3 rd edition, (Page no. - 5, 11, )

WEBSITES

 http://www.coca-colaindia.com/
 http://www.beverages.org/
 http://en.wikipedia.org/wiki/the_coca-cola
 http://slideshare.net/
 http://www.pressreader.com/
 http://www.euromonitor.com/

pg. 75