Coca Cola Market Share And Distribution Channel 5q5x4d

Summer internship project On Market share of Coca cola –and their distribution channel in Bareilly

RISHU LAUR MBA 3rd sem (2012-2014) 1209770037

CONTENTS

• • • • • • • • • •

INTRODUCTION OBJECTIVE COMPANY HISTORY AND PROFILE RESEARCH METHDOLY FINDING SWOT LIMITATION SUGGESTION ANNEXURE BIBLOGRAPHY

INTRODUCTION Market research on the topic of market share of coca cola and channel of distribution. the reason for selecting this topic by the company Because

company wants to know his market share of Coke and what is their condition in market as comparing to their main competitor Pepsi, so the weak points are identify and improved.

Under channel of distribution company wants to know the distribution of coke .how much dealer Purchase coke by coke vehicle and how much retailer Purchase coke by its dealer that why these topic given by

company.

OBJECTIVE

• Compare the market share of coca cola and Pepsi products in Bareilly and the distribution channel of coca cola . • Performance of coca cola and Pepsi products available in different flavors • To get familiar with the working environment of organization. • To understand the basic skills that should be required for a employee to work efficiently in the organization. • ·The basic objective of the training is to get through their different managerial concept through their working departments in a company

COMPANY HISTORY  The coca cola company is an American multinational Beverage cooperation and manufacture, retailer and Marketer of nonalcoholic beverage established by Dr john pemberton in 1886 and its headquarter in Atlanta Georgia .  The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.  Another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300 in 1887 and then it was incorporated in 1892

 By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the help, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900  coca cola was deal in 400 brands in more than 192 countries

COCA COLA ENTERPRISES CORPRATION

TYPE

PUBLIC (NYSE.CCE)

FOUNDED

1886

HEAD QUARTER

ATLANTA GEORGIA

CHIEF EXECUTIVE OFFICER

MUHTAR KENT

CHIEF FINANCIAL OFFICER

GARY P.FAYARD

INDUSTRY

Beverages

REVENUE

48.1 Billion USD

OPERTING INCOME

10.84 Billion USD

NET INCOME

9.01 Billion USD

EMPLOYEES

146200

COCA COLA IN INDIA •

Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991

•

Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment

•

Coca-Cola is one of the country's top international investors In 2003, Coca-Cola India

pledged to invest a further US$100 million in its operations •

Coca-Cola business system directly employs approximately 6,000 local people in India they indirectly create employment for more than 125,000 people in related industry through their vast procurement, supply and distribution system

COCA COLA PRODUCT OFFERD IN INDIA

Competion with Pepsi

•

Pepsi was first introduced as Brad's Drink in New Bern, North Carolina, United States in 1893 by Caleb Bradham who made it at his drugstore where the drink was sold. It was later labelled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe

•

The soft drink market all over the world has been witnessing a neck to neck battle between the two major players, Coca-Cola and Pepsi since the very beginning

• •

.

Both the players are spending their energies in building capacity, infrastructure, promotional activities etc. Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in of market share. But the Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly

COCA COLA DISTRIBUTION •

Distribution means supply of goods from company to its ultimate . After manufacturing the product the important work for the is to provide its goods to its ultimate at the right time and when manufacturing process has been over.

•

If customer or retailer is not satisfy of your distribution network. It reflect that

company’s Distribution is not good and something is wrong •

they have made the distributor in different 2 areas. Distributor take the flavors from the company and deposit all the payment in advance by this process company get all the money at the right time.

•

Distributor establishes all the goods in bare house company is appointed 2 or 3 executive for marketing. Executives are getting the salary from company. But sales man helper, loader, appointed by the Distributor. Distributor is liable to give the salary to the sales man helper; loader and clerk the sales man do the work under the pressure of

Executive.

Continue..… •

From the Ware house company launch the flavors in the market. The flavor

reaches in the market to the retailer by two medium. By the company vehicle Dealer •

Company vehicle and dealers both provided the flavors to the Retailer. Retailer sales the flavor to the consumer. This is the good marketing strategy.

RESEARCH METHODOLOGY •

Research Design: The research design is a master plan specifying the method and procedures for collecting and analyzing needed information. The research design in this project is DESCRIPTIVE and Descriptive research includes surveys and fact-finding inquiries of

different kinds. Casual research is used to know the cause and effect relationship. •

Data Collection Methods

•

The source of data includes primary and secondary data sources.

•

Primary Sources

•

Primary data has been collected directly from sample respondents through interview method and with the help of structured questionnaire.

Continue… Sampling Technique: Non-Probability Sampling. •

Sampling Size: 100 Respondents

•

Sampling Unit: BAREILLY

•

Secondary Sources

•

Secondary data has been collected through from standard textbooks, Newspapers, Magazines & Internet.

•

Data Analysis: The data collected through survey was analyzed with help of simple percentages. which included pie charts are used to analyze data.

Data analysis •

Which brands do you selling more? Pepsi =

40%

Coke = Thums up

45% 15%

=

pepsi

15% 40% 45%

coke thumsup

In cloudy lemon flavor which brand selling is more? • •

Coca cola Limca Lemon Miranda

80% 20%

limca

20%

mirinda 80%

•

In clear lemon flavor which brand selling is more? coca cola Sprite= 75%

7UP 25 %

25%

coke sprite 75%

7'up

In mango juice segment which brand selling is more?

coca cola Maaza Pepsi Slice

80% 20%

20%

Maaza

80%

• • •

slice

In soda segment which brand selling is more? coca cola Kinley 50% Lehar Evervess 50%

50%

50%

Kinley evervees

•

In pure drinking water segment which brand selling is more?

• •

Coca cola Kinley Aquafina

= 65% = 35%

35%

Kinley 65%

• • •

Aquafine

Which product of the two brands is more in your shop? Coke = 63% Pepsi = 37%

37%

coke 63%

pepsi

•

When you purchase coca cola product your first preference? thums up 30% , coke cola 20 % Maaza 18% Limca 12% Fanta 12 % Kinley 8%

thumsup 8% 12%

coca cola 30%

limca

12% 18%

Maaza

20%

Fanta kinley

•

Source of procurement?

company vehicle 65 % whole seller/dealer 35 %

35%

cmp vehicle 65%

sales man behavior good 92 % Bad 8%

dealer

8% good bad 92%

SW0T STRENGTH • Company product having a good brand name and trade mark. So that there is no such problem for convenes the . • Being a franchise company product trade mark. That’s why it’s scope is worldwide • Company having expert management so that company can provides better good & service for the ultimate . WEAKNESS • Retailer is not happy from company marketing policy. He Wants Company will start special discount program or increase maximum retail price. • Most of the retailer’s problem is that no. company person comes at the shop for listening the problem. OPPORTUNITY • In present now the competitors are very less so that company can compromise its main competitor Pepsi and can take maximum profit. • Company can increase his product selling by increasing plant capacity and manufacturing capacity. THREAT • Company should do something for customer interest. Providing beneficial scheme and good relation to customer otherwise it’s other competitor will develop and they will capture its market. • Cold Drinks selling is very much depend on customer or retailer so that retailer is not happy than sale can be effected in future.

SUGGESTION •

Company should provide special benefit to the retailer. Otherwise his interest will go down from cold drinks Or move towards Pepsi

•

Defected goods should be returnable or changeable.

•

Sales executive & salesman relation and good behavior also provide effective guidelines in increasing selling.

•

Present time competition is not high in this line because it’s competitor is only Pepsi. So the company capture more market by preparing better stratgies .

•

Company should appointed a special representative for listening retailer’s problem

and solve them. He can also find out some shortcomings of salesman & others.

CONCLUSION • The retailer keeps the stock of thums up giving more preference because of customer Demand, in juice segment mazza having also good demand because its like by Children and women also. •

Distribution Channel plays a very important role especially with respect to the soft drink industry because if the product is not available on time the consumer will switch on to other brands and the company will lose its market share and hence an effective distribution channel is the need of this industry. The distribution channel of coca cola company is effective

•

NO doubt Pepsi is less marketing capturing but they fight well and gap is reducing fast

ANNEXURE Market research on Behalf of Coca-Cola Student name : Rishu Lour Topic : Market share and distribution channel of coca cola in Bareilly. Company name : coca cola brindavan pvt ltd prasakkhera industrial area Bareilly up Name of the outlet ………………………………………………………….. Person……………………………………………………………… Address ……………………………………………………………… Telephone No. ……………………………………………………………… Date…… ….. …........ 1. Which brand do you selling more. A Coca cola ( ) B Pepsi ( ) C Thums up ( ) Reason …………………………………………………………

2 in orange flavor which brand selling is more A Coca cola Fanta ( ) B Pepsi Miranda ( ) Reason ………………… 3 in cloudy lemon flavor which brand selling is more? A Coca cola limca ( ) B Pepsi nimbooz ( ) Reason ……………………………………………………….. 4 in clear lemon flavor which brand selling is more? A coca cola Sprite ( ) B Pepsi 7’up ( ) Reason ……………………………………………………….. 5 IN mango juice segment which brand selling is more? A Coca cola Mazza ( ) B Pepsi slice ( ) Reason ……………………………………………………………..

6 IN soda segment which brand selling is more? A kinley soda ( ) B Lehar evervess ( ) Reason ………………………………………………………………. 7 IN pure drinking water segment which brand selling is more? A Kinley ( ) B Aquafina ( ) 8) Which product of the two brands is more in your shop? A Pepsi product ( ) B Coca cola product ( ) 9 When you purchase coca cola product your first demand or preference • ………………………………………………………………………….... • Reason……………………………………………………………… 10 Source of procurement? A Company vehicle ( ) B Dealer ( ) (11) Sales man Behavior. A -good ( ) B-Bad 12 YOUR OR SUGGESTION …………………………………………………………………..

BIBLOGRAPHY •

Internet site www.cocacola.com www.pepsi.com

• •

ment on coke products. ment on Pepsi product.



BOOKS : Marketing management philip kotler Information collected from distributor and retailer Records of the company

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THANK YOU .