7. Our product is usually purchased on impulse and can be bought along with other products you sell.
8.
9.
10.
11. Thirdly in Ghaziabad distribution is indirect (manufacturer to dealer then to market), and retailers have commented a lot on this factor and effect of this is shown in table too.
12. Fourthly Coke is providing less commission, schemes and discounts as compare to its follower Pepsi and retailers are only interested in profit.
13. Non suitability was another factor as medical stores and juice corners were resisting for doing business with Coke. Company need to make special policies to tab this untouched market.
14. Any other factors include:-Providing selling good assets (S.G.A) to retailers at the initial stage was impossible for the company so to satisfy needs of every retailer, company gives the priority level to them, which depends on location, sale of products etc.<br />The major reason for not entering in soft drink sector by grocery store is that they find lot of problem when customers take R.G.B bottles and don’t return them back.<br />Lack of knowledge about the product line.<br />Cross tabulation of Q2 (Location) & Q3 (Life <br />Life span of business (Years)TotalS. NoLocation of outlets<11-3>3-5>5-7>7-9>91.Govindpuram (20)%WithInTheLocation02035300151002.Kavi Nagar(23)4.3430.4317.390001003.Rakesh Marg(25)0123652001004.Ghantaghar (27)03.744.4451.85001005.Dadri Road(39)23.0719.2311.5346.15001006.Gandhi Nagar (33)09.0921.2139.3930.3001007.Nehru Marg (37)2.7040.5445.940010.811008.Shastri Nagar (46)28.2645.6513.04013.040100Total (% / 100 * Total No. of outlets, then sum of all).24616764164(appr250<br />span of business).<br />Table 5: Cross tabulation of Location & Life span of business.<br />INTERPRETATION<br />It is clear that there is huge potential for the company to expand its business as lot of market is intact. Company should first find out the reasons why this market remain untouched and then extend its product line to these untouched retailers by providing better guidance to sales people and by providing lucrative schemes to these retailers.<br />OTHER GENERAL FINDINGS<br />Pricing of products as - 200 ml for Rs. 8 & 600 ml for Rs. 22. It becomes difficult for the retailer to pay back the balance money. <br />Competition with local drink like- Fruit juice, lemon water, sharbat, lassi&tea.<br />Competition with local drink brands like- Jayanti,Lijjet, Prem ji in small areas.<br />Most of retailers are having problem with timing and frequency of van. Dealers should increase the frequency or add more vehicles were required.<br />Impurity of Coke Visi coolers.<br />Brand order is not maintained in coolers.<br />The marketing strategy of Coca-Cola is better than its main competitor.<br />The sales promotion techniques like- discount to monopoly retailers & schemes on products is better than the competitors.<br />The market share of Coke products is higher than the other products.<br />Thums-up is the leading brand of Coca-Cola in different regions.<br />Sale of a product is largely based on display.<br />Company investing more focus now in retailers of rural areas.<br />Aggressive advertising campaigns of Coca-Cola in Ghaziabad helped it lot to increase its sales.<br />I found the proper display of products in racks & in coolers.<br />Sales of Coke are increasingly rapidly in Ghaziabad market where I do work study mostly.<br />Retailers play an important role while selling products as they can divert the desire of a customer by providing same thing of other brands. <br />Found many good outlets that want Visi coolers from coca-cola.<br />Also found dead & useless coolers.<br />Some retailers complain about the service & repair of coolers.<br />Retailers want if company want to change schemes daily delivery people should come with written orders from concerned authorities as they fell they are cheated. <br />The most popular flavour in the market is Thums Up.<br />From the Coca-Cola products Thums Up and the Pepsi products Dew is the highest selling in the market.<br />Coca-cola is the market leader in overall market.<br />In the case of the packaged drinking water Aquafina (Pepsi) is selling more than Kinley (Coke).<br />I have found that a retailer gives more preference to the Coca-Cola products like Thums-Up, Mazaa, Sprite, Limca and Fanta.<br />Minute Maid, pulpy orange is sellable more in Kavi Nagar market.<br />If discussing schemes & discounts, Pepsi is providing more schemes than the Coca-Cola.<br />Sales have increased after locating Visi cooler outside of outlet.<br />The companies’ new concept pre-sale is welcomed in market<br />Few retailers do not get the company’s actual scheme.<br />Products are sold out of assigned areas by distributors in order to increase sales.<br />If retailers complaints regarding discounting & trade scheme then they are not responded properly.<br />There is a communication gap in distribution channel so retailers are not getting advantages of discounting & trade scheme.<br />Exclusive outlets found during survey on existing outlets:<br /> Figure 16: Exclusive outlets<br />Different types of outlets selling different brands <br />Figure 17: Different types of outlets selling different brands <br />CHAPTER - 9<br />LIMITATIONS, SUGGESTIONS &CONCLUSION<br />9.1: LIMITATIONS<br />The study was restricted to 8 regions of Ghaziabad only, with sample size of 550 (350 new outlets & 200 new outlets) so, the interpretations & findings are accordingly to it only.<br />The time period of 2 months was the major limitation.<br />Due to the financial and time constraints the study was not able to include more retailers.<br />To convince the retailer for a proper interviewing process was also difficult.<br />Retailers some time give wrong data.<br />The reluctance on the part of the retailers was also a major setback.<br />The analysis of project was based on observations and interpretation on the basis of sample survey. <br />Another limitation could be lack of knowledge. Being a student I undertake this project as a learning experience. I have made many mistakes and then learned from them. I have tried my best to be as authentic and as accurate as possible in the research analysis taking the help of my project mentor on relevant primary and secondary data. <br />The secondary data was not easily available.<br />Limited knowledge of the researcher in the field of research may lead to interpretation errors.<br />Certain retailers were not comfortable divulging the figures and data, as they want to keep it confidential.<br />The respondents may be based or influence by other factor.<br />A busy schedule of dealers/retailers had made my collation of information very difficult.<br />The projection is purely based on verbal meetings and may be influenced by unprecedented factors.<br />Non-co-operative behaviour of respondent was a big problem in this survey & it is the important fact which should be taken into consideration. <br />The minor concept & techniques at the marketing management are used significant in the project concern.<br />The research was based on primary collection of data so there may be chances of human error and biasness. <br />9.2: SUGGESTIONS<br />The company should measure retailers’ satisfaction regularly.<br />Company can increase the sales if it will consider more on retailers, their suggestions or complaints about service and product so that necessary actions can be taken. <br />Review meeting should be often held so that the working pattern of the sales people can be checked and improved if needed.<br />Company representatives should visit retailers and should make a long-term liaison with retailers so that they can push the product. <br />Since brand value of Coke & expectation of retailers from this brand is high, as the brand image shows their quality is supervene so the company should also take feedback time to time. By this they can maintain their brand loyalty in their customers. <br />Distributers should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand. <br />Increase the number of dealers and retailers as this will help in making high sales volume.<br />Cash discount should be given &it should be competitive and luring. <br />Try to maintain the good image of the monopoly outlets in market by developing the image i.e. by glow boards, sign boards, and point of sale material (P.O.S.M) and by providing good quality services. By this the monopoly of the retailer will continue and it will promote other retailers to adopt Coke monopoly.<br />Company should also attain to small outlets so that there sales can increase.<br />Company should diverse its business in related parts of F.M.C.G sector like-Ice creams, butter & chocolates as company has well established systems in every.<br />Now company should launch new taste of soft drinks like recently launched Minute Maid & also launched new product in another flavours.<br />Company representatives should search new areas for increase in sales.<br />In winter Season company gives more discount & schemes to the retailers so they sell more our product.<br />Company must make aggressive & new strategies to fight with major competitors and local cold drinks brands.<br />Company should promote new dealers.<br />If possible try to give more discounts and schemes were ever required.<br />Supply and distribution system should improve in the areas like Ghantaghar and Rakesh Marg. <br />The company should work out in their complaints regarding to the Visi cooler.<br />Company should give proper schemes to the outlet.<br />The refrigerator purity should be given the priority.<br />Overall services should be improved for getting more sales and to continue to be the market leader.<br />Proper usage of P.O.S.M material.<br />Company should take the problem of “cut off rates seriously”.<br />Coca-Cola should be written on florescent boards displaying location and distances on road.<br />Illegal distribution done by some distributors should be minimized.<br />9.3: CONCLUSION<br />Everything in this world is made to utilize properly but it should be reach at the proper person or to the proper utilized areas. Otherwise the value added to those things became in vein.<br />As there is a proverb:-<br />“Far from eye, far from heart”<br />Thus marketing role plays a very important role in achieving the objectives of a company. Undoubtly, value utility is created by the manufacture of product or service but time and place utilities are created by marketing role. According to Drucker, “Both the market and the distribution channels are often more crucial than the product”.<br />They are primary: the product is secondary. In an economy like that of India, where marginal shortages can lead to disproportion, distortion in prices, a dependable and efficient distribution system is very much essential. The distribution system creates a value added to all most all products.<br />All from the above study not withstanding its restricting efforts Pepsi is still far away with its great competitor like Coke.<br />CHAPTER - 10<br />SIGNIFICANCE OF STUDY<br />10.1: To the researcher:<br />It gave a chance to use the conceptual knowledge in actual environment and prepares the researcher to use the knowledge for better in his future endeavours.<br />It helped in the assessing the factors, which influenced the retailers purchasing and selling products to the consumer from Coca-Cola.<br />The study is essential for the researcher in partial fulfilment of PGDM curriculum. The study gave the researcher the experiences to conduct survey.<br />10.2: To the company:<br />Cold drinks companies are facing a great competition nowadays. Consumers are very much aware and curious about safely products, services, brands and other upcoming products. This study provides an insight to the company that what kind of strategies must be adopted in order to sell more products to consumers and also satisfying them.<br />10.3: To the others:<br />The study gave an insight into various aspects of the Beverage companies, discussed in this study. One can easily come to know about what is happening in Beverage companies in the current environment. How they make attraction of Retailers & consumer mind.<br />CHAPTER - 11<br />ACHIEVEMNTS IN TERMS OF SALES FOR THE COMPANY.<br />In two months of summer training work I receive an exclusive live project work. While doing survey we were told to expand market share of Coke in area under the Hindustan soft Drink (HSD) the leading distributer of coca cola in Ghaziabad. Their previous achieved sales were 3.20 lakh’s cases per year.<br />A current target average sale for them by company is 3.5 lakh’s cases.<br />11.1: MODELS AND WORKING FORMATS<br />These were made clear to us before working on this live project and they are as:-<br />SEGMENTATION MODEL: -Appendix 3<br />PITA MODEL: - Population (number of shoppers or consumers in given universe) + Incidence (% of population that buy our product) + Transaction size (amount in volume bought per transaction) + Avg. Profit (amount of profit in value per transaction).<br />Appendix 3<br />Working format for new and existing outlets.<br />Appendix 2<br />Various questions were asked from both new and existing retailers as mentioned in format.<br />11.2: THE 3A’S STRATEGY WAS FOLLOWED:-<br />This strategy is for increasing numbers of retailers and is based on the belief that consumers will buy our products it they are Available, Affordable and Acceptable. <br />The 3A’s is Coca-Cola underlying strategy for meeting its goal to reach increasing numbers of consumer’s. How does Coke position its limited resources to help meet its best. A brief explanation of these 3A’s is as follow:- <br />Availability:- <br />Some of the ways in which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, and marketing. <br />Affordability:- <br />The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective. <br />Acceptability:- <br />Making Coke brand and its product line the beverage choice for any occasions depends on a variety of strategies to reach the target audience. The common strategies bespoke to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates.<br />11.3: WORKING METHODOLOGY<br />11.3.1: Route visit:-<br />We visited the routs with the distributer’s vehicle where the distributer supplies the products.<br />I observed the display norms for outlets in all route & each type of outlet.<br />Every morning I went to one corresponding route & observed all techniques of selling product to retailers by coca-cola salesman & also try to know the mentality of the consumers and retailers.<br />I visited all routes under HSD with delivery man and market developers of respective areas.<br />With this work I take interview retailers ask them about OYA refrigerators, visi coolers & display items.<br />11.4: FOCUS ON AVAILABILITY OF PRODUCTS IN OUTLET.<br />There is big difference between the availability of products in market & outlets. Coca-Cola want that their product displayed in each outlet in market so, it is important that the product first available in market after than it put on outlets.<br />11.5: FOCUS ON VISIBILTY OF COKE PRODUCTS IN OUTLETS.<br />The aim of coca-cola is that its product should be visible for the customers so company gives to retailers racks so many display items.<br />Now days the company is giving Visi coolers to retailers for visible their chilled product in market for more sales.<br />Extra focus was given on monopoly outlets andPre selling concept.<br />11.6: ACHIEVEMENTS.<br />I opened 27 new outlets, installed 4 OYA refrigerators (Own Your Assets) appendix 4, installed 49 Visi coolers (in existing & new outlets) and upgraded refrigerators of7 outlets.<br />STATUS, E = Existing, N = New.* Where cooler size was upgraded.<br />OYA = Own Your Assets (Refrigerators sold by collecting draft).<br />Dadri Road<br />S. No.Name of outletLocationStatusSize1.Baba HotelLohai mandiE92.Shiv Kiryana StoreChaprolaE93.Chawal Mill, CanteenChaprolaE304.Goyal Provisional StoreLohai MandiN95.AnjuLal kuwaN96.AnupuranaLal kuwaE20*7.Sawati StoreLal kuwaE208.Samtal -1Dadri roadE30*9.Lavish General StoreChaprolaE910.Boby General StoreGirdarpurN911.Rakesh KiryanaLal KuwaNOYA<br />Govindpuram<br />S. No.Name of outletLocationStatusSize1.Sachin Book DepoIndergadiE202.Durga ConfectionaryGangapuramE30*3.Muskan ConfictionaryGangapuramN304.Santosh Dept. StoreGangapuramN95.Akg College (Boys Hostel)GovindpuramE96.RainbowHarsavaN207.Singhal SweetsGovindpuramE208.Puja Departmental StoreGovindpuramE209.Koshik MedicoachGovindpuramN910.Laxmi Prov. StoreGovindpuramNOYA<br />Gandhi Nagar<br />S. No.Name of outletLocationStatusSize1.Snow Bell Ice PointGandhi NagarN202.Hind Super Store Gandhi NagarE203.Dolphin StoreMms CollegeE30*4.Raju SweetsTehsilN95.Babar SweetsTehsilE96.Raj Kumar Tea StallTehsilN97.Yadav SweetsTehsilN20<br />Kavi Nagar<br />S. No.Name of outletLocationStatusSize1.GoyalF BlockE92.Archna CosmeticE Block, NagarNigamN93.Rohi Prov. StoreK Block, ShivMandirN94.Setty ElectronicsC BlockN205.Gandhi CommunicationF BlockE96.Bala Ji Cold DrinkHapur RoadN_<br />Mali wada<br />S. No.Name of outletLocationStatusSize1.Kwality StoreMali WadaE202.PavitraMali WadaN93.New Dharm DairyNehru NagarN9<br />Shastri Nagar<br />S. No.Name of outletLocationStatusSize1.Good MorningShastri NagarE92.Ishu ConfectionaryShastri NagarE93.Shubham Prov. StoreMahindra EnclaveE94.Sona Prov. StoreMahindra EnclaveN95.A.K ConfectionaryMain RoadE96.Lalit PanShastri NagarE20*7.ShivamMahindra EnclaveE30*8.Chodhary Dept. StoreShastri NagarE`30*9.Vandhna Prov. StoreMahindra EnclaveNOYA10.Tirupati BalajiMahindra EnclaveNOYA<br />Rakesh marg<br />S. No.Name of outletLocationStatusSize1.Vidatri KendraAshok NagarE92.Kamak Thok VikretaNehru NagarN93.Gova ConfictionaryAshok NagarE94.Chacha DishAshok NagarN95.Gorav Prov. StoreRakesh MargN20<br />Gantagarh<br />S. No.Name of outletLocationStatusSize1.Fardeen ConfectionaryGhantagharE92.Balaji Food PointGhantagharN93.Fine Chicken PointNear Manohar CinemaE204.Prince Beauty CornerGhantagharN9<br />11.6: Some important points<br />Benefits of installing a Visi cooler:-<br />Attractive presentation of products.<br />Consumer’s connivances easier access to the product.<br />Increase in sales and income. When consumer see the product he willing to buy it.<br />It fills the consumers want & willingness.<br />The salespersons easily come to knows that what is in the cooler and what would be the demand of the retailer.<br />Benefits of install a cooler outside the outlet:-<br />Larger income. More consumers will buy beverages from shop.JO DIKTA HAI WHO BIKHTA HAI.<br />Increase in selling space.<br />Outside cooler arouses more consumers’ interest and increase sales through good beverage exposure.<br />Outside outlet, it enlarges the amount of consumers visiting outlets.<br />Easier access to chilled product triggers the consumers purchase impulse.<br />Effective use of shop space.<br />Attractive and convenient form of beverage presentation.<br />Complimentary installation and services.<br />Cooler installation process:-<br />Company set the coolers in a systematic way the way is following.<br />To examine the prime position of Visi cooler outside the outlet.<br />Night cover for the cooler.<br />After establishment of the guarder than cooler set<br />When cooler has been set in guarder than the price communication on cooler tray & set the trays properly in coolers.<br /> When the cooler is properly installed at outlet after it is charged by Coke products follow the brand order.<br />We also set the menu boards with combo on e & d outlets.<br />On small convenience outlets we put their also hanging rack.<br />Set up warm display on outlets.<br />Benefits of setting up menu boards with combo:-<br />Transaction value increases (meal + beverages) and as a result, raises trade turnover and income.<br />Attractive offer for the consumers.<br />Combo visualization shortens consumer’s decision making time.<br />Chosen meals purchase suggestion makes dish preparation and sales planning easier.<br />Seeing “saving” communication consumers perceive combo as promotion and buy them more willingly.<br />Combo price is prominently visible to the consumer.<br />Benefits of setting up hanging rack<br />Easier access to product for consumers.<br />Easier product merchandising.<br />Product in order and visible.<br />Selling space enlargement using small outlet space.<br />Placed on consumers route will trigger impulse so that a lot of consumers will buy beverages in soaps thus increasing transaction value.<br />Benefits of setting up warm display<br />Attractive presentation of products in coolers.<br />Consumer’s connivances easier access to the product.<br />Increase in