Hindustan Coca Company Report

7/29/2019 Hindustan Coca Company Report

1/9

HINDUSTAN COCA-COLA

BEVERAGES PRIVATE LIMITED

AN INTERNSHIP REPORT ON

ANALYSIS OF ANTI COKE BEHAVIOUR OFRETAIL OUTLETS

SUBMITED TOWARDS PARTIAL FULFILMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT(RETAIL & MARKETING)

SUBMITTED BY-

GAURAB KUMARPGDM-R&M (2011-13)ENROLMENT NO-1102010

FACULTY GUIDE INDUSTRY GUIDE

MR. P. MAHESH MR. RITESH JHAASST PROFESSOR SALES & DISTRIBUTIONINSTITUE OF PUBLIC ENTERPRISE HINDUSTAN COCO-COLAHYDERABAD- 07 BEVERAGE LIMITED


2/9

ACKNOWLEDGEMENT

I would like to thank Dr. P.NARESH KUMAR zonal head-human resources (AP), Coca-Cola India,

without whom an internship with, Hindustan Coca-Cola Beverages Private Limited (HCCBPL)

would not have been possible. I am grateful to him for having taken time off his busy schedule and

spoken to the concerned person to get me this internship. I express my gratitude to the Hindustan

Coca-Cola Beverages Private Limited (HCCBPL) for having given me an opportunity to work with

them and make the best out of my internship. I thank my trainers, Mr. shankar and Mr. ritesh jha

for having trained me and constantly guided and supported me throughout the training period. My

heartfelt gratitude also goes out to the staff and employees at HCCBPL for having co-operated

with me and guided me throughout the one and a half months of my internship period. I thank my

school, institute of public enterprise Academy of Management Studies for having given me this

opportunity to put to practice, the theoretical knowledge that I imparted from the program. I thank

course coordinators; Dr.v.srikanth and internship guide Mr. P.mahesh for having guided and

supported me through the course of the internship. I take this opportunity to thank my parents and

friends who have been with me and offered emotional strength and moral support.


3/9

CONTENTS

LIST OF TABLES

LIST OF CHARTS

CHAPTER 1 INTRODUCTION 1

1.1 Introduction to Cola Drink Sector 2

1.2 Need for Study 6

1.3 Objectives of Study 7

1.4 Methodology 8

1.5 Limitations of Study 8


4/9

Introduction to Cola Drink Sector

The 50 bn-rupee soft drink industries is growing now at 6 to 7% annually. In India

Coke and Pepsi have a combined market share of around 95% directly or through franchisees

Campa cola has a 1% share and the rest is divided among local players. Industry watchers say,

fake products also account for a good share of the balance. There are about 110 soft drinkproducing units (60% being owned by Indian bottlers) in the country, employing about 125000

people. Beverage industry is one of the fast growing industries in India .it can be divided into

two sections i.e. carbonated and non-carbonated. the carbonated drinks that can be further

classified into cola, lemon orange, mango and apple segments.

Marketing includes all the activities like promotion, distribution, advertising etc. To

fulfill all the segments of consumers. Marketing is also to convert social needs into profitable

opportunities. So this topic provides all the essentials to theoretical knowledge with practical

knowledge and to inculcate the efficiency. it is also requirement for the company to improve

their service and product quality for achieving their ultimate goal.

As far as the soft drink market is concerned, it is facing the cut throat competition

because of the availability of a large number of indirect as well as direct competitors. Single

company offers the soft drink to the market in different taste and flavors. In this industry entire

range of flavors are produced by other competitors also. More often it becomes

impossible to differentiate between the same flavors of two different brands, when

served in plane container, range also. All these factors together make the situat ion

complicated. Besides both corresponding brands have the similar price.

Need for Study

I have to find out those outletswhich are eithernot selling Coco cola or sellingin very less amount. Region for t h e project was Hyderabad region. This projectwas aimed at finding out the shops, which were not promoting Coco colaand selling competitor brands. It was also aimed at knowing the reason foranti Coco co la behavior of outlets in the region, their requirements fromcompany and willingness to sell Coco colabrands.

Objectives of Study

InHindustan Coco cola beverage limited is the work of Anti CokeOutletSurvey

was given to me. I have done this survey keeping in mind the following

objective

s

Which I have mentionedbelow:


5/9

1- Study the distributionnetwork of Coco cola

2- To comparative ly analyze the stock of Coco cola and Pepsi with retailers of

Coco cola.

3- To study the retailerssatisfaction.

4- To find out the way toenhancethe sale of Coco cola.

5- Analyzethe reasons of not selling Coco cola at retailers level.

6- To find out the new potential stores for Coke products.

Methodology

Descriptive research Design is the research design followed in this project. As a part it,both primary and secondary data has been collected. Both this type of data has being usedextensively in the project for deduction of the conclusion.

DATA

The data which have been collected for this research are taken from the market in the form of

primary and secondary data.

PRIMARY DATA

Primary data has been collected the Hyderabad region. I prepared the questionnaire for

retailers. This project was aimed at finding out the shops, which were not

promoting Coco cola and selling competitor brands. It was alsoaimedat

knowing the reason for anti coke behavior of outlets in the region,their

requirements from company and willingness to sell Coke brands.

SECONDARY DATA

For secondary data I have referred to several journals, office manuals, research websites and

other sources of information to make this report more authentic and useful.

COMPARATIVE ANALYSIS AND COKESTOCK

SHAR

QUESTION-1which companys stock do you have?


6/9

NAME OF THE COMPANY NO OF RETAILERS IN PERCENTAGE

COKE 34 27%

PEPSI 66 53%

BOTH 25 20%

TOTAL 125 100%

INTERPRETATION:-

According tomy study, 34 retailers have Coke stock, 66 have Pepsi stock and14have both.

QUESTION- 2 W hich companys VISI you have?

NAME OF THE COMPANY NO OF RETAILERS IN PERCENTAGE

COKE 32 26%

PEPSI 62 50%

BOTH 17 14%

NONE 14 10%

TOTAL 125 100%

INTERPRETATION:-

According to my studyof an t i Cokeoutlets,62 retailershave Pepsi visi,32 haveCoke visi,14 have none visi and 17 have both Cokeand Pepsi visi.

QUESTION-3Do you need Coke VISI?

NO OF RETAILERS IN PERCENTAGE

YES 43 34%

NO 82 66%

TOTAL 125 100%

INTERPRETATION:-

Accordingto my study, 43 retailersneed CokeVISI.

QUESTION-4Do you want to sellCoke?


YES 93 74%

NO 32 26%

TOTAL 125 100%

INTERPRETATION:-

According tomy s t ud y , 93 retailers say yes and 32 anti Coke retailersdontwant to sell Coke.

QUESTION- 5 Did you sellCokebefore?


7/9


YES 76 61%

NO 49 39%

TOTAL 125 100%

INTERPRETATION:-

According to my study, 76 retailers have sold Coke earlier and now convertedintoPepsi and 49 have neversoldCoke.

QUESTION- 6Iscokeproviding you right service or no t?


YES 32 42%

NO 44 58%

TOTAL 76 100%

INTERPRETATION:-

Accordingto my st udy 32 retailerssaidyes and 44 saidno.

QUESTION- 7What is the dailysale ofyour outlet?


AVERAGE 45 36%

GOOD 57 46%

VERY GOOD 23 18%

TOTAL 125 100%

INTERPRETATION:-

According to my stud y , 45 retailershaveaverage sale,57 have good saleand23 retailershave very good sale of soft drink.

QUESTION- 8 What is the reasonofbeinganti Coke?

NO OF RETAILERS IN PERCENTAGEVISI NOT PROVIDED 5 6%

TIE UP WITH PEPSI/PEPSI

APPROACHED FIRST

26 28%

COKE SERVICE NOT GOOD 22 24%

SCHEMES NOT GOOD AS

PEPSI

29 32%

FRIDGE NOT PROVIDED 9 10%

TOTAL 91 100%

INTERPRETATION:-


8/9

According to my st ud y , 5 retailersdontsell Cokedue to absence of Coke visi,26 retailers due to Pepsi tie ups and first approach, 22 due to bad service,9 due to fridge not provided and 29due to not so good schemes.

LIMITATIONSOF STUDY

It is well known fact that constraint and limitations are bound to be present inany study do thisalsohas some limitationas:-

1- The survey has been conducted only in few areas of Hyderabad due tolimitedtime.

2- It is v e r y d i f f i c u l t to m a k e people understand the signif icance ofconductingsurvey.

3- Lack o f retailers interest to answer the questions is also an importantlimitation.

4- Lack of knowledge ofarea has affected the research.5- The information given by the client may be false and biased.

Suggestion

If properattention is given then many of the shops in these areas have the

capacity & will to become the exclusivePepsi outlets. In my View those shops

which have a good regularsale of5 to10 cases per day should be targeted

to convert them in exclusive outlets.

SuggestionRegardingImprovement

CE needs to personally contact with retailers whohelp in knowing the activities ofthe distributorsas well ashelp in Promoting the business.

1. It should focus its attention to the untapped market where i t can considerably increase itsmarketshare.

2. Distributors should from time to time take the pain of finding out therequirement of retailersand the problemthey are facing.

3. The process of visi installationshouldbe madeeasy.

4. There shouldattentionbe paidto the repairing of visi out of order.

5. Cokeshould work hard more to increase its market share in some areaslike Secunderabad, Tarnaka, Balanagaretc.

6. Advertisement and publicity in the untapped market by way of signage, racks,paintings,banners, hoardingetc. shouldbe expanded.

7. Margin to retailers should be taken care of and may be possible ought to beincreasedwithout increasingthe overall price.

8. Distributors should check the working of rout e agents or sa le sm an on regularbasis.


9/9

9. Shortages of the product during the summerseason if possible should bereduced. Itcommunicatesbad messageamong the retailersas well as theconsumers.

10. Signages & merchandise should be installed against the saleperformance of the outletsas well as the need of the market.

11.Survey by the top officials should be made in the un tapped areas toaccess the real situation and should be done as a surprise visit insteadofplannedvisit.

12. Now you have to focus on all the win shops because they are giving verygood business for all seasons

Documents

Hindustan Coca Company Report