A study on Business Development

Strategies of Coca-Cola Zero in

Alternative Beverages Sector
SPC Marketing
N.V.Sharath Chandra
9000792207
Hindustan Coca Cola Beverages Pvt. Ltd.

Hindustan Coca Cola Beverages Pvt. Ltd.

EXECUTIVE SUMMARY:Alternative Beverages (ALTB) which is basically my concern industry, is growing market and a complex industry
and my project, has revolved around. The project titled A Study on Business Development Strategies of CocaCola Zero SKU in Alternative Beverages Sector which is basically a sales marketing of Coca-Cola Zero.
The main motive behind doing this project is to: Know the industry.
Have an overview of how Coke Zero could penetrate the retail sector, which is currently the most prominent
distribution channel for Alternative Beverages.
Know the working of Salesman and the distributors of ALTB, Coca-Cola Zero in the retail sector.
Also understanding and analysing the strategies of the competitor and various other aspects which they are used
in the retail sector.
My project is totally on sale of Coke Zero. The project starts by reading about the industry as well as visiting to
various retail shops with the salesman in order to gain information about perception of Coca-Cola Zero SKU. This
was done thoroughly in order to understand about scope of ALTB industry to generate leads in that retail sector.
My next step was to visit Distributers of Coca-Cola and gather information about distribution channel, retailer
margins, trader inputs, consumers offers, window display, floor standing units (FSU), salesman salary and
incentives and some other strategies. My basic objective was the sales of Coca-Cola Zero SKU of Coca-Cola
(ALTB) that can be increased, how supply chain could be made better, what all strategies competitor where
implementing. In this project I had to visit various retail stores, KGS, PVS, Mini markets, Super markets.
N V Sharath Chandra

Hindustan Coca Cola Beverages Pvt. Ltd.

Objective of the study:

The main objective of this study lies in studying and understanding Market
which comprises of consumers and retailers perception and opinion about
the Coca-Cola Zero Storage Keeping Unit (SKU).
To know about coca cola serviced outlets.
To check Accessibility, Availability, Visibility of Coca-Cola Zero in the outlet.
To increase the sales of Coca-Cola Zero.
To find the issues of the product from the retailers.
Adding un-serviced outlets in the distribution point and start servicing.
To generate business from those outlets.

Methodology:

The selection of the methodology is very crucial for the conclusions as it

explains what we have done about the cause and factors influencing the
Coca-Cola Zero project work. I followed the training procedure for a week
where I was assigned to the salesman, to observe how the sale is being
made, how to pitch to the retailer, explain the relevant schemes to the
retailer and thus to achieve the win-win strategy. The project work is done
at Hyderabad.
N V Sharath Chandra