Sales Of Coca Cola Products In Hyderabad

Sales Of Coca Cola Products In HyderabadThis regorge has been underinterpreted to do a detailed analysis of the Retail Outlets. The come with aimed that coke, its branded soft subscribes, would stand for the highest take of Quality Quantity and an enhanced node experience.The project aims to do a break analysis of these retail outlets and ensure the difference between the genuine and the expected mental mathematical operation. The difference in their per skeletal systemance level is measured by visiting these outlets to observe and check the level of go delivered to the customer in that location.The project to a fault tries to find out the attitude of the dealers of the outlets towards this initiative of the comp almost(prenominal). It aims to find their motivation level and their satis occurrenceion from the telephoner and how this affects the sales.Customers present at the outlets be in like manner surveyed to find their satisfaction level and their expectations fr om the smart set. The survey would also help to understand the behaviour of the customers.An analysis of the sales figures of the outlets is done to gain if there has been any change in the sales. The sales figures of every month in different cities of Hyderabad be compared to see if there is any difference between them. The findings from the news report would offer the company with insights into areas that need to be improved. Recommendations would be given for further strengthening the proposition in the city of Hyderabad.INTRODUCTION800px-Coca-Cola_logoOpen happiness.IntroductionThe purpose of the make is to provide qualitative inputs to the organization about strengthening its proposition in the city of Hyderabad. The project aims to do a gap analysis between the actual performance of the Retail outlets and the expected performance by the company. It also aims to evaluate if the brand has helped increase its sales figures and the customer satisfaction level.OBJECTIVEThe p urpose 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 get an insight on areas which can be improved upon.ScopeThe report would be useful 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.Analyze the sales figures of the retail outlets before and after the implementation of the concept RED and compare these figures with that of the normal retail outlets to see if there is any significant difference between the two figures.Find the satisfaction level of the customers from the outlets and compare this satisfaction level with that of the customers at the normal retail outlets to see if th ere is any significant 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 capitulumnaire and glut it. They generally used to be in a hurry and hence did not like to fill the questionnaire.In measuring the customer divine service level by observation method it often 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 explore was small owing to limitations of time and cost.MethodologyThe project was completed in three phasesThe first phase gnarly the source of data about HCCBPL was its website, meshwork, articles and companys unpublished resources. Competitors study was also done using the internet and articles etc.Second phase involved t he survey and observation study. The Outlets in the city were visited. Survey was conducted over the dealers. Also, observations were made to give ratings on the customer service level, infrastructure etc. in order to do the gap analysis.Finally the third phase involved analyzing the results and coming up with the findings and recommendations.Research designThe research is exploratory in constitution with the following characteristicsTo provide insights and understandings on an aspect.Sample is smallResearch method is flexibleData collectionThe research involved both primary 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 websites of Hindustan Coca-Cola Beverages Pvt. Ltd.Questionnaire development and pre-testingA properly desig ned questionnaire can tap the necessary information from the respondents. In framing a questionnaire the researcher moldinessiness ensure that the questions are designed to draw information that leave behind fulfil research objective. Also the researcher must make sure of the target population for the analogous.A questionnaire can contain both open and close ended questions. Close ended questions give respondents a finite set of specified resolutions to choose from. Our questionnaire contains structured questions i.e. which have a specified number of responses .We used Likert rating scale for responses that requires the respondent to indicate a degree of agreement or disagreement with each of series of statement about the stimulus objects.We used a rating scale of 1 to 5 in which 1stands for strongly disagree and 5 stands for strongly agree. There were also questions which elicited qualitative responses. The questions wording were kept simple and easy to understand.Pre-testing r efers to testing the questionnaire on a small sample of respondents selected on a convenient basis that is not too divergent from the actual respondent. It includes testing all aspects of questionnaire starting from the question content to question sequence. Pre- testing en adequates the researcher to revise the questionnaire by identifying the flaws and eliminating any ambiguous questions. We will go for pre-testing on 30 respondents. try TechniqueSampling is done to select a target audience for the purpose of determining the characteristic of the whole population. There are two basic approaches to sample distri thation, i.e. probability and non-probability. In our research we have used non-probability sampling which involves the selection of units based on factors other than random chances. Cluster sampling, Convenience sampling, quota sampling, judgment sampling and s straight offball sampling are few examples of non-probability sampling.Sample SizeDealers Surveyed 100Consumers Surveyed 25Theoretical FrameworkThe word MARKET is derived from the Latin word MARCATUS which means MERCHANDISE (Buy carry on products for profit) place where dividing line is conducted. It is usually used to refer a place where actual buying and selling takes place. If we look at this definition in more detail Marketing is a management responsibility and should not be solely left to junior members of staff.Marketing requires co-ordination, planning, implementation of campaigns and a competent manager(s) with the admit skills to ensure success. Marketing objectives, goals and targets have to be monitored and met, competitor strategies analysed, anticipated and exceeded. Through effective use of market place and merchandise research an organisation should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle, while at the same time ensuring that the satisfaction of these needs results in a health y disturbance for the organization.The American Marketing Association (AMA) states, Marketing is the exercise of planning and executing the conception, pricing, forwarding, and distri simplyion of ideas, goods, and run to fix exchanges that satisfy individuals and organizational objectives.A market-focused, or customer-focused, organization first restores what its potential customer desire, and then builds the product or service. Marketing theory and practice is justified in the flavor that customers use a product/service because they have a need, or because a product/service provides a perceived benefit.Two major(ip) factors of trade are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management).Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing t he benefits that change the buyer in the first place, and improving the product/service continuously to protect the business from competitive encroachments.Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but maturation, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts.For a marketing plan to be successful, the mix of the quad Ps must reflect the wants and desires of the consumers in the target market. attempt 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 pay for it.Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical exercise of this process. The offer is also an important addition to the 4Ps theory.Within most organizations, the activities encompassed by the marketing function are led by a Vice chair or Director of Marketing. A exploitation number of organizations, oddly swelled US companies, have a tribal chief Marketing Officer position, reporting to the Chief Executive 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 maximize the value derived for them, as well as to satisfy the customer with prompt 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 usag e 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 dual-lane marketing into four general sets of activities. His typology has become so universally recognized that his four body process 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 scope of a product generally includes supporting elements such as warranties, guarantees, and support.Pricing This refers to the process of setting a price for a product, including discounts. The price need not be monetary it can simply be what is exchanged for the product or services, e.g. time, energy, psychology or attention.Promotion This includes advertising, sales promotion, publicity, and personal sell ing, and refers to the various methods of promoting the product, brand, or company.Placement or distribution 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, business people), etc.Marketing Mix The Four P Components of the Marketing MixTarget Market convergence PRICE PROMOTION PLACEProduct VarietyQualityDesignFeaturesBrandNamePackagingSizesServicesWarrantiesList PriceDiscountsAllowancesPayment blockCredit termsSales PromotionAdvertisingSales forcePublic relationsDirect MarketingChannelsCoverageAssortmentsLocationsInventory swayThese four elements are often referred to as the marketing mix. A marketer can use these variables to craft a marketing plan. The four Ps amaze is most useful when marketing low value con sumer products. Industrial products, services, high value consumer products require adjustments to this model. Services marketing must account for the unique nature of services. Industrial or B2B marketing must account for the long 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 echo 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 inside-out view (looking from the company outwards), whereas the essence of marketing should be the international-in approach. Even so, having made this important caveat, the 4 Ps offer a memorable and quite workable guide to the major categories of marketing activity, as well as a framework within which these can be used.Promo tional mix.1. AdvertisingAny paid presentation and promotion of ideas, goods, or services by an identified sponsor.Examples Print ads, radio, television, billboard, direct mail, 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 contact between company representatives and those who have a role in purchase decisions. Face-to-face communication between buyer and marketerExamples Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.4. PublicityThe communicati on 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, charitable 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 lamentable Consumer Goods (FMCG) business is built on two pillars Brand and Distribution. The comprehensive conceptual coverage of these and other pigment marketing concepts are as follows1. Branding2. military rank of Brands3. Distribution4. Marketing5. Market Research6. Market Segmentation and arrangementing7. Advertising and PromotionsINDUSTRY P ROFILEINDIAN FMCG INDUSTRYMARKET TRENDSThe latest figures of industrial harvest-feasts how a continuous strong yield in durable consumer products, as well as of consumer non-durable. There has been a slowing down in victoriouss of automobiles but that is after record increase in the last year. As far as Indian Vs foreign companies are concerned there appears to be a continuous decline of Indian owned brands in national consumer markets. Foreign brands are growing in dominance as foreign owners admit to Indian consumer preferences, market realities, and change management styles accordingly. The lack of strong pre-emptive action by Indian consumer product companies, that was obvious throughout the 1990s continued 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 hunt down to something else.RURAL MARKETSRural markets have shown fast growth when special small pack sizes are available, and m ore so in the case of necessity and emerging products, while lifestyle products shown good growth even in standard packs. The developed ones stated with good infrastructure (Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Punjab, Tamilnadu) show faster penetration growth than the developing 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, consumption pattern, and communication facilities appear to be key elements in a rural marketing strategy.FOREIGN AND INDIANThe swadeshi (National) argument, put graphically many years ago as computers chips and not potato chips was in the main(prenominal) 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 tremendous 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 engine room, but many others coming into franchising include for pathology laboratories entertainment including game parlour, bowling alleys, amusement parks, pool parlours, multiplex movie house theatres etc specialized food services epitomized by Sub-way sandwich and salads bars, star bucks with coffee cafes. Personal grooming and fitness centres are yet another fast growing franchising ar ea. It is estimated that in franchising, every new franchisee will create new jobs. We can expect franchising to be major source of new employment.RETAIL TRADEThe extroverted 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 clothing 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 wide-cut market and are growing rapidly. Shopping malls are other areas of major new activity.CONCLUSIONThere 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 engineering related o nes. 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 pause chance of surviving and growing. Indian business has to overcome their history of past short term idea modes.SOFT DRINK SECTOR OVERVIEWINTRODUCTIONThe term soft intoxication 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 s uch 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 liberalization of economic policies, many foreign multinationals started ventures in India by buying over competitors, the two American Cola giants have clean-cut up the arena and are backing all their power behind the Indian Franchise of their global girdling brands. While Pepsi which scores over degree centigrade 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 ot her 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 at long last 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 urbanization 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 NetworkManufacturing processRetailers perception.MARKET CHARACTERISTICSThe soft drink market is highly skewed 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 mode is slowly changing with increase in occasion 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 main 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 to a fault 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 select 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 purchasing 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 Food 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 introduction of soft drink in India till today. ships company PROFILECOCA-COLAJohn Styth Pemberton first introduced the refreshing 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 share is growing.Operated 200+ 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-ent ered in the year 1993 to refresh Indian consumers.126 years in business.49 consecutive years with increased dividends.3500+ Beverages and 139600 worldwide employees.Mission, mental imagery 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 reverie is all about. It creates a long-term destination 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 beat they can be.Portfolio Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs.Partners Nurt ure a winning network of customers and suppliers, together we create mutual, suffer value.Planet Be a responsible citizen that makes a difference by helping build and support sustainable communities.Profit Maximize long-term knuckle under to shareowners while being mastermindful of our overall responsibilities.Productivity Be a highly effective, lean and fast-moving organization.ValuesLeadership The courage to shape a better futureCollaboration Leverage collective geniusIntegrity 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 Model pita is a profit Creation Model .By implementing 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 ProfitPOPULATIONThe 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 activation standards that are taken outside the outlet. storage tank at the entranceStandee, Sign 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 getting into the outlet. Following few steps have to be taken to increase the incidence.Cooler in Prime PositionCooler Pure and CleanRack revealShelf DisplayCombo BoardsTable ActivationCounter Top Displa yTRANSACTIONTransaction can be described as amount in mickle brought per transaction. Suppose a consumer goes into the shop for his personnel consumption by looking and by getting attracted towards the large PET 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 industrious 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 smileA- AttitudeL- lovable b y 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 theatre 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