SUBMITTED BY: ESHITA AGGARWAL

PROJECT TITTLE : TO ANALYSE THE AVAILABILITY OF COKE AT RED OUTLETS AS PER RED NORMS

CONTENT
COMPANY INTRODUCTION
COCA COLA INDIA TYPES OF PRODUCTS

VISION 2020
COMPETITORS OF COCA COLA KANDHARI BEVERAGES

RIGHT EXECUTION DAILY(RED)

SCOPE OF THE STUDY DATA ANALYSIS

FINDINGS
RECOMMENDATIONS

INTRODUCTION
The Coca-Cola Company is an American multinational beverage
corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.

The company is headquartered in Atlanta, Georgia, United States.

Its current chairman and chief executive is Muhtar Kent.

COCA-COLA INDIA
The company first made its entry into the Indian market in the year 1956 and made a good fortune and but due to some reasons the company has to exit in 1977. Coca Cola re-entered India in 1993, Since 1993-2003, Coca Cola has invested a whopping amount of US$ 1 billion in India, making it one of the biggest foreign investors in the country.

COCA-COLA PRODUCTS
1. Coke 2. Diet Coke 3. Thums Up 4. Sprite 5. Fanta 6. Limca 7. Mazaa 8. Mazaa milky delight 9. Minute Maid Pulpy Orange 10. Minute Maid Nimbu Fresh 11. Burn 12. Kinley water 13. Kinley Soda 14. Schweppes 15. Georgia Gold

LATEST ADD ON PRODUCTS

1. 2. 3. 4.

Minute Maid Orange Minute Maid Apple Minute Maid Grape Iced Tea-Nestea

VISION 2020 : COCA-COLA

The company has introduced 2020 Vision which is all about creating a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners which includes: Mission Vision Values Focus on the market Work smart Act like owners Be the brand

VISION : COCA-COLA
To be a proactive & service oriented business partner for influencing change & contributing to increase share owner value through a dedicated & creative team. Six things that play an important part of the vision statement are: People Portfolio Partners Planet Profit Productivity

MISSION : COCA-COLA
Our Roadmap starts with our mission, which is enduring. It

declares our purpose as a company and serves as the standard

against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

COMPETITORS
The leading Indian Beverage sector players are as follows: PepsiCo UB Group Dabur India Ltd TATA Global Beverages Ltd Nestl India Caf Coffee Day Red Bull India Pvt Ltd

KANDHARI BEVERAGES PVT LTD

Kandhari Beverages Pvt Ltd was established in 1967 by Mr. Teja Singh Kandhari. The groups first venture was a bottling unit as a franchisee of PARLEs soft drink manufacturing GoldSpot under license from PARLE established at Amritsar. In 1993, the world renowned soft drink giant Coca-Cola entered India and bought over PARLE brand of soft drink products. Being one of the star bottlers of PARLE the Group switched to manufacturing, bottling &marketing of Coke brand of soft drink products.

Plants : Kandhari Beverages

Village Nabipur,
District Fatehagarh Sahib (Punjab) Village Katha, Baddi, District Solan (HP). Village Saha, Dist Yamunanagar (Haryana)

RIGHT EXECUTION DAILY : RED

RED (Right Execution Daily) is a

measurable tool to measure sales team and distributors performance in the outlets with respect to all parameters of

sales
Cooler Brand Pack Availability

Channel Activation

SCOPE OF THE STUDY

The research was carried out to find Status of Stock Availability at RED

Outlets as per the Norms in the Chandigarh area. This study projects that
Retailer is going away from RGB and is more focused on PET Packs. It also briefs Brand wise acceptance of Flavours by retailers.

However, such a study can be used by:

Companies looking for entering into the business of soft drinks with focus on Execution

Many established pan India based FMCG companies

Entrepreneurs

DATA ANALYSIS : PACKWISE

GRAPH 1: 200ML AVAILABILITY PACKWISE: 200ML
7% 6% 5% 4% 3% 2% 6% 4% 3% 2% 1%
45% 40% 35% 30% 25% 20% 15% 10% 5%

GRAPH 2: 300ML AVAILABILITY PACKWISE:

300ML
42%
39% 35% 31% 34%

1%
0% COKE LIMCA FANTA

5%
COKE LIMCA FANTA SPRITE THUMPS KINLEY UP SODA

SPRITE

THUMPS UP

0%

DESCRIPTION: The availability is low because the retailers are not ready to keep 200ml bottles because of two reasons, One they think that the Margins is low as compare to 300ml RGB, secondly its the Price Factor as 200ml is to be sell at 8Rs, so 2 Rs change is a big problem.

DESCRIPTION:300ml is the only RGB pack which is selling these days, It is been seen that it was available in all Brands in almost 30-40% Outlets in Chd.

GRAPH 3: 300ML(CAN) AVAILABILITY PACKWISE:

GRAPH 4: 500ML AVAILABILITY PACKWISE:

300ML(CAN)
40% 35% 30% 25% 20% 15% 10% 5% 0% COKE LIMCA FANTA SPRITE THUMPS UP

500ML
80% 70% 60% 50%

37%

76% 67% 60% 54% 67%

16%

15%

14%

40%

12%

30% 20% 10% 0% COKE LIMCA FANTA SPRITE THUMPS UP

DESCRIPTION: Cans are outsourced due to which the availability of cans is low and Secondly cans are first distributed to key outlets like DT mall, Subway etc.

DESCRIPTION:500ml Pack is considered as the most convenient and most consumable pack. Now a days consumers and retailer both see this pack as easy to carry and one shot drinking pack.

GRAPH 5: 600ML AVAILABILITY PACKWISE:

GRAPH 6: 1.25LTR AVAILABILITY PACKWISE:

600ML
0.45 0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 COKE LIMCA FANTA SPRITE THUMPS UP KINLEY SODA 0% COKE 20% 50%

42%

1.25LTR
60%

54% 41% 36%

40%
30%

34%

33%

10%

LIMCA

FANTA

SPRITE

THUMPS UP

DESCRIPTION:The demand of Kinley soda is very low as there are many other competitors in the market like Lehar soda which are available in very low prices.

DESCRIPTION:1.25ltr is available in almost all Brands, but it was available in only 3040% outlets. One reason for the same could be that 2ltr is taking its place for home consumption.

GRAPH 7: 2LTR AVAILABILITY PACKWISE:

GRAPH 8: 400ML AVAILABILITY PACKWISE:

2LTR
60% 50% 40% 30% 20% 10% 0% COKE LIMCA FANTA SPRITE THUMPS UP

57%

400ML
60%

55%

50% 38%

47%

50% 40% 30% 20% 10% 0% MAAZA

44% 32%

49%

MMPO

MMNF

DESCRPTION:Now

days

2ltr

pack

is

more

DESCRIPTION:400ml is a new product in the market which is very well accepted for

considered as home consumption pack and it has started taking place of 1.25ltr. Because of quantity factor consumer also focus on this pack for home consumption.

mmpo and Mmnf because this pack size

doesnt have competition in market where as for maaza the pack size is not acceptable because of the look.

DATA ANALYSIS : BRANDWISE

GRAPH 9: COKE AVAILABILITY BRANDWISE

GRAPH 10: LIMCA AVAILABILITY BRANDWISE

LIMCA

COKE
80% 70% 60%

76% 54%

80%

70%

67%

57%

60% 50%

55%
39% 16% 41%

50%
40% 30% 20% 10% 0%

42%

37%

40% 30% 20%

6%

10% 0%

4%

DESCRIPTION:Coke is a Brand Product of the company .It covers a very good market and all packs are available across the market except in 200ml.

DESCRIPTION:Limca is a Hot Selling Product of the company. It is also a most preferred product in summers. So the availability is seen & only the concern area is 200ml RGB.

GRAPH 11:FANTA AVAILABILITY BRANDWISE

GRAPH 12:SPRITE AVAILABILITY BRANDWISE

FANTA
70% 60% 50% 40% 30% 20% 10% 0% 60%

SPRITE
54% 38% 50%
50% 40%

60%

35% 15% 2%

36%

31%

34%

30% 20% 10% 0%

14%
1%

DESCRIPTION:Apart from 500ml, Fanta is getting tough competition from mirinda because of which the visibility is low.

DESCRIPTION:Sprite acceptability is a lemon flavor which is going high day by day, the only concern area is the regular supply of the same.

GRAPH 13:THUMS UP AVAILABILITY BRANDWISE

GRAPH 14:SODA AVAILABILITY BRANDWISE

THUMS UP
60% 50% 40% 30% 20% 10% 0%

SODA
45% 40%

54% 34% 14% 3% 34% 38%

42%

35% 30% 25% 20% 15% 10% 5% 0% 300ML 600ML

5%

DESCRIPTION:Thums up has its own customers since its strongest product available in the market So availability in all pack sizes is visible.

DESCRIPTION:The demand of Kinley soda is very low as there are many other competitors in the market like Lehar soda which are available in very low prices.

GRAPH 15:MAAZA AVAILABILITY BRANDWISE MAAZA

45% 40% 35%

40%
32% 24% 19% 11% 8%

30%
25% 20% 15% 10% 5% 0% TETRA(200ML) 250ML 200ML

1.2LTR

400ML

600ML

DESCRIPTON:It is one of the favorable mango juice .its availability is easily seen all across in all packs.Though the most acceptable pack is 600ml.

FINDINGS
The all over availability of 200ml is very low. The highest demand is in 500ml Pet in all flavors. Coke covers the best market among all the flavors as it is the brand product of the company. Kinley soda has many local and other competitors due to which it has low demand. Juices has many other competitors like Tropicana and real with many flavors which lower down the demand as well as the availability.

RECOMMENDATION
Many complains of retailer does not listen by the company. So it should be taken into consideration. Company does not provide all stock. So it should be delivered on time as well as much required by the retailer.

Some Retailers wants large size of visi coolers. So this should be also taken into consideration.
Customer grievances are also not properly listened by merchandiser which effects hold of the customer with the company. We need to come up with more pack sizes because RGB is losing its market

THANK YOU