By:- Mr.

Abhishek
Mondal
 Project title:
Availability Check &
Activation of At Work
channel
 HISTORY –how it started

Dr.John Stith Pemberton first introduced the

refreshing taste of Coca-Cola in Atlanta, Georgia.
It was May 8 of 1886 when the pharmacist
concocted a caramel-coloured syrup in a three-
legged brass kettle in his backyard.
 HISTORY –how it started
• He first "distributed" the new product by carrying
Coca-Cola in a jug down the street to Jacobs
Pharmacy. For five cents, consumers could enjoy a
glass of Coca-Cola at the soda fountain. Whether by
design or accident, carbonated water was teamed
with the new syrup, producing a drink that was
proclaimed "Delicious and Refreshing."

• John Pemberton’s partner and bookkeeper, Frank M.

Robinson, suggested the name and penned "Coca-Cola"
in the unique flowing script that is famous worldwide
today. Mr. Robinson thought "the two Cs would look
well in advertising." In 1886, sales of Coca-Cola
averaged nine drinks per day.
 About Coca Cola Company
• The Coca-Cola Company is a global company with some
of the world's most widely recognized brands. The
company exists to benefit and refresh everyone it
touches.
• Coca-Cola has a truly remarkable heritage. From a
humble beginning in 1886, it is now the flagship brand
of the largest manufacturer, marketer and
distributor of non-alcoholic beverages in the world. .
• Companies corporate headquarters are in Atlanta,
with local operations in over 200 countries around the
world with over 400 beverage brands. Coca-cola
captures approximately 44% of the global market.
 Coca - Cola India
• Coca-Cola India (CCI) .The country’s largest
Carbonated Soft Drinks producer refreshes millions
of consumers through the exciting range of
beverages through a network of more than one million
outlets.
• The company has invested more than US$ 1 billion in
its Indian operations, emerging as one of the
country's top international investors .
• The company’s product range and marketing reflect
Indian tastes and lifestyles and company is deeply
involved in the life of the local communities in the
country.
 Coca - Cola India
• The business system of the Company directly employs
approximately 6,000 people, and indirectly creates
employment for more than 125,000 people in related
industries through their vast procurement, supply and
distribution system.
• The vast Indian operations comprises,25 wholly-
owned- company-owned bottling operations, 24
franchisee-owned bottling operations. That apart, a
network of 21 contract-packers also manufactures a
range of products for the Company.
 Coca - Cola India
• On the distribution front, 10-tonne trucks, open-bay
three-wheelers that can navigate the narrow
alleyways of Indian cities constantly keep their
brands available in every nook and corner of even the
country’s remotest areas.

• These are only some of the facts that speak about

their commitment to the growth of the Indian
Economy.
 COKE Trademarks The
Worlds Most Valuable
Assets
• its most valuable assets happen to be the trademarks
they possess. For Coca-Cola, the most drunk soft
drink on earth is one of the world s best-known and
most admired trademarks, recognized by more than
90 percent of the world s population.

• the Coca-Cola trademarks happen not only to be its

most valuable assets but of the entire earth.
 Coca-Cola Advertisements Its
The Real Thing
• Throughout the years, slogans for Coca-Cola have always
been memorable. Here are some highlights:
2000 - Coca-Cola Enjoy
1993 - Always Coca-Cola
1990 - Can t Beat the Real Thing
1989 - Can t Beat the Feeling
1986 - Red, White and You
1982 - Coke Is It
1976 - Coke Adds Life
1971 - I d Like to Buy the World a Coke
1969 - It s the Real Thing
1963 - Things Go Better with Coke
1959- Be Really Refreshed
1944- Global High Sign
1942- It s the Real Thing
1936- It s the Refreshing Thing To Do
1929 - The Pause That Refreshes
PRODUCTS
Glass 200ml,300ml

PET 500+100ml,1.5L,2
L,2.25L
Can 330ml

Fountain Various Sizes

Glass 200ml,250ml

PET 100ml

Tetrapack 125ml,200ml

Fountain Various Sizes

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.
Internationally, Fanta - The 'orange' drink of The Coca-Cola
Company, is seen as one of the favorite drinks since 1940's. Fanta
entered the Indian market in the year 1993.

Perceived as a fun youth brand, Fanta stands for its vibrant color,
tempting taste and tingling bubbles that not just uplifts 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.
Lime n' lemoni Limca , the drink that can cast a tangy
refreshing spell on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of consumers for over
3 decades

The brand has been displaying healthy volume growths year on

year and Limca continues to be the leading flavour soft drink in
the country.
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 drink category.

Over the years, 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
hain Naam".
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
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 has grown to be one of the fastest growing
soft drinks, leading the Clear lime category.
In the company's journey towards the vision 'leading the beverage
revolution in India', now even Garam matlab Coca-Cola…. A hot new
launch from Coca-Cola India.

Georgia, quality tea and coffee served from state of the art vending
machines is positioned to tap into the nations biggest beverage
category.
Minute Maid- One of the world's largest juice and
juice drink brands.

The company developed a process that eliminated 80

percent of the water in orange juice, forming a frozen
concentrate that when reconstituted created orange
juice.

The launch of Minute Maid Pulpy Orange in India

(starting with the south of the country) is aimed to
further extend the leadership of Coca-Cola in India in
the juice drink category.
 Michael Porters Five Force
Analysis
Threats from Substitutes
Fruit Juices
Water
Others Cold Beverages

Bargaining Power
of Suppliers
The bargaining power of
suppliers is very low.
As the coca cola company
have developed
captive suppliers
& entered into a contract.
So the company
is not at the mercy
of the suppliers.
Bargaining power of
Buyers
The bargaining power
of buyers is very high
due to the presence
Existing Competitors of various
brands and also
the unorganized sector.
Pepsi
This gives the buyer
a wide variety
Parle of brands to
Other Local Brands choose from.
There is additional
pressure from buyer
to introduce schemes
and reduction in cost.

Threats from New Entrants

As there is no report of any new
company entering the
Beverage market.
 Layers of Competition

Brand Product Form Generic Desired

Competition Competition Competition Competition
Pepsi Cola Concentrate – like Fruit Juices& Lime Socializing –
Rasna Water spending time with
others
Mountain Dew Parle -Frooti, Mild Alcoholic Entertainment –
Njoy, Appy Drinks Picnic, Party
7 Up Packaged Water Cold Beverages

Mirinda Slice Water

Other Local Dukes

Players
Project title: Availability Check &
activation of at work channel
• Checking availability of all Coca-Cola vis-à-vis Pepsi
products, w.r.t cold beverages product category.

• SKU(Stock Keeping Units) wise CCI products are

available at more than 70% of total outlet surveyed,
while PCI products are available only at 40% outlets.

• Sales of coke at particular area where competitor is

enjoying monopoly/none of soft drink is present.
What is AT WORK CHANNEL
• A Typical "At work" outlet is - An office with Cafeteria
and recreation centre with Coke and other Coke brands
served in it.

OBJECTIVE:
• to build a Healthy and long term relationship with the
Corporate Customers.
• Increase the Consumption level with the help of At-Work
Channel in the Corporate.
• Reach & gain new clients with the help of At-Work
Channel.
• Give a full-fledged Entertainment, House-hold, Beverage
& food Solution to Coke Clients.
• Satisfying the already serving clients & inducing them to
increase the consumption of coke products.
 Objective
• To checking the availability of Coca Cola product as
well as Competitors Product in the market.
• To checking the Effectiveness of Coca Cola’s
Distributors.
• To find Pack wise & Brand wise availability of Coca
Cola India(CCI) & Pepsi Cola India (PCI) products.
• To identifying the main Channel of sales for
company’s products i.e. from eating & drinking &
Grocery & others.
 Area covered
• The survey was done in various areas of Pune city :
1. Baner road
2. Aundh
3. Hinjewadi (PH-1 & PH-2)
4. Pimri
5. Chinchwadh
6. Bhosari
7. Kalyani nagar
8. Magarpatta city(hadapsar)
9. Senapati bapat road
& some of the parts of kothrud,satara road,bund
garden road.
 Sample Unit
• The sample unit consists of some type of
outlets such as Eating & Drinking spots,
Bakery, Sweet marts.

• Major sampling unit consists of cafeteria of

IT’s and BPO’s & manufacturing plant’s.
 Sample Size
• Total Outlet visited during the project
was 200 approx.

Source of information
• Information collected from outlets.
 Process
• Formulated data collection format for outlets.
• Then planning the route to be covered and
deciding on the ratio of channels of
distribution to be covered in that route.
• Personally visiting the outlets & checking the
availability of Coca Cola’s product and its
competitors.
 Data collection format
S.N. Company Location Caterer Contact Contact No. NOE Available Cooler Requirement
Person KO PC KO PC
1

10
Soft drink Market(pune
city)

coke
pepsi
others
 Data collected during
survey
• Total no. of outlet visited-
200.

200
180
cold
160
drinks
140 available
120 N.A.
100
80
60 total
outlet
40
20
0
 Data collected during
survey
• SKU(Stock Keeping Units) wise CCI
products are available at more than 70%
of total outlet surveyed, while PCI
products are available only at 40%
outlets.
 Problem faced during
survey
• Unavailability of cooler.
• Company's (sample unit) security.
• No Appointments.
• Rainy season (off-season).
• Due to holidays on Saturday & Sundays,
so survey was not done on maximum
weekend’s.
• Due to busy corporate officers so have
to wait for 1-2 hrs or even more.
 Achievements
• Activated an outlet at IBM(yerwada-kalyani
nagar) without cooler, generating a sales of
Rs. 1,50,000/month approx.
• Activated an outlet at KPIT (Hinjewadi)
where supply was not available for last 3
months.
• Has 8 ready outlets where supply can be
started immediately after cooler is available.
 Issues & Actions
1. Issues : Non availability of cooler
Actions : cooler should be available as it can affect the
sales and reflects to the bad image of comp.
(THANDA MATLAB COCA-COLA)
This reason can/has given the competitor great
advantage .
2. Issues – Closure of some of the Distribution centers
of the company in the city thereby leading to non –
delivery of goods & affecting availability.
Actions : While appointing the Distributor, company
should look on the infrastructure, policies and
procedures adopted by distributors. The company
should take a long term view while appointing new
distributors, or should sign a bond for a minimum
continual period.
 Issues & Actions
3. Issues :Irregular supply of brand distributors thereby
not delivering on right time & in sufficient quantity.
Action – Production capacity should be increased, to
meet forecasted sales target for the season & there
should be sufficient safety stock to meet urgent
demands in the market.

4. Issues - Different policies adopted by Distributors

regarding giving credit to the customers & regarding
picking up empty bottles from the market, leading to
loss in sales and thereby affecting availability.
Action - There should be uniform policy defined for all
the Distributors regarding amount of credit they can
give to their customers and about accepting competitor’s
empty bottles.
 Issues & Actions
5. Issues – Personal conflict of Route Agent with the customers
thereby leading to non-delivery of goods to them.
Action – Sales Executive should take a regular feed back from
customers regarding the behavior of Route Agent & should take
stringent measures to build strong relationship with the
customers.

6. Issues – There is no proper Route Coverage Plan thereby may

lead to non-delivery of goods to certain outlets.
Action – There should be proper Route Coverage Plan for each
route showing the location & name of the outlet to be covered &
it should be given to Route Agents so that no outlet get left on
the route while delivering goods.