Coca Cola Ppt
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The document summarizes a study conducted by Hindustan Coca-Cola Beverages Pvt Ltd to understand the rural market penetration of Coca-Cola in the Bijnor region of Uttar Pradesh, India. It describes Coca-Cola's rural marketing strategy of improving availability, affordability and acceptability of its products. The study analyzed various outlets based on volume of sales, income groups and distribution channels. Key findings included competition from local drinks and brands, issues with visicooler supply, and preference for promotion schemes from retailers. Suggestions focused on maintaining supply, increasing brand availability, replacing damaged goods, and incentivizing retailers.
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Coca Cola Ppt
- 1. (Rural penetration of Coca -cola) Hindustan Coca-Cola Beverages Pvt Ltd. NAJIBABAD , BIJNOR, (U.P.)
- 2. COCA-COLA ENTERPRISE INC. Type Private Founded 1886 Headquarters Atlanta Georgia USA Chief Executing Officer John Brock Chief Financial Officer William W Douglas Industry Beverages Revenue $19800 billion USD Operating income $1.495 billion USD Net Income $1.143 billion USD Employees 73000 (approx)
- 3. Rural Market Scenario Rural 75% population engaged in agriculture related activity According to industry estimates 70% of population engaged in agricultural activity. 700 million people (Aug. 2002) 1/3rd of countrys GNP 450 districts, 6,30,000 villages approx. Rural India is also characterized by growing affluence: agricultural output increasingly to early 215 millions tonnes in 2004 compared to 176 millions in 1991.
- 4. The Decision was not surprising Flat sales in urban markets. Huge size of untapped rural market. Improvement in income and spending power of rural people. Better physical distribution channel. Aspirations for urban lifestyle. Increased awareness due to television reach.
- 5. CCIs Rural Mktg. Strategy Three As Availability: Capacity expansion 25 prod. lines and doubled bottle capacity. Unique and different distribution strategy hub & spoke distribution. Coverage of 1,58,342 villages by Aug. 2003 (81,383 in 2001). 2,00,000 refrigerators to rural retailers. Affordability Introduction of 200ml bottle . Priced at Rs. 5, closed the gap between Coke and basic refreshments. Acceptability Mass media marketing. Launched TVCs targeted at rural consumers.
- 6. Rural market is more comfortable.. Huge market High growth in terms of sales Change in the life style Increase in the per capita income It can substitute other products
- 7. Rural penetration By the specific survey, which was conducted by Coca-Cola organization want to know about the right picture of market of rural bijnor region? This work study provides extensive information about the position of companys brand in rural bijnor.
- 8. OBJECTIVES OF STUDY To get the retailers wants in terms of product selling. To know effectiveness of the marketing strategy & sales promotions in market. Visicoolers survey in rural market of bijnor region. Ensuring the visibility of the product. Ensuring the availability of products in outlets. Analyzing the effect of scheme. Analyzing the effect of discounts. Evaluating the competitors strength & weakness in rural market. Retailers expectation from company.
- 9. TYPES OF OUTLETS The company has divided their outlets on the basis of the following criteria- Volume Channel Income group
- 10. VOLUME There are four types of outlets according to the volume of sales of the outlet- Diamond - 800>C/s & above Gold - 500-799C/s Silver - 200-499C/s Bronze - <200C/s
- 11. CHANNEL GROCERY STORE EATING & DRINKING CHANNEL 1 EATING & DRINKING CHANNEL 2 CONVENIENCE CHANNEL
- 12. INCOME GROUP According to the income group of the area- Low Medium High
- 13. MY ROLE IN PROJECT Identify OUTLET which sale coke product. The shopkeepers demand & agreed FOR MONOPOLY(SALE EXL COKE PROD) Prime location(Out side or at the enterence) outlets which attract more foot fall (costumers) towards the store. Ready for all agreement those have Coca-Cola. Mostly coolers put Outside the Soap to attract more consumers.
- 14. PRODUCT PROFILE DIFFERENT BRANDS OF COMPANY The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit, juices and bottled mineral water.
- 15. In the Cola Section: In the Lemon Section
- 16. In the Orange & Apple section: In the mango section:
- 17. In the juice section : In the Soda Water and Bottled Mineral Water section:
- 18. BRANDS TAGLINE Thumsup - Taste the thunder Cocacola - Open happiness Sprite - Seedhi baat no bakwaas ,clear hai Limca - Fresh ho jao Fanta - Go bite Maaza - Bina guthli wala aam
- 19. BRAND AMBASSDORS Thumsup -Akshay Kumar Cocacola -Aamir Khan Sprite -Shahrukh Khan Fanta -Genelia Dsouza Limca -Riya Sen
- 20. PACKAGING DETAILS 1.2 LTR 1 LTR 600ML 2 LTR 250ML 200ML 300ML PACK SODA LIMCA SPRITE FANTA THUMSUP COKE MAAZA YES YES NO YES NO NO NO YES YES YES NO YES YES YES YES YES YES YES NO NO YES NO NO YES NO YES YES YES YES YES NO YES YES YES YES NO NO NO NO NO NO YES YES YES YES
- 21. NUMBER OF BOTTLES IN A CASE 1.2 LTR 1 LTR 600ML 2 LITRES 250ML 200ML 300ML PACK NO.OF BOTTLES IN A CASE 12 6 24 9 24 24 24
- 22. ADVERTISING BRAND AMBASSDORS & TV COMMERCIALS BY POSTERS PRINT ADVERTISING
- 23. PROMOTION BY THE COMPANY Promotional strategy during IPL matches Lucky Coupon Dinner with kings XI Punjab
- 24. CONT.. Sprite kholega toh bolega IPL Season 2
- 25. PROMOTION DURING OFF SEASON Limca Launches Laptop Ki Barish Consumer Initiative
- 26. RESEARCH METHODOLOGY The study includes two methods- (a) PRIMARY (b)SECONDARY Primary includes the following ways- Observation Experiment Survey Here I include the primary method of survey
- 27. Sampling plan Sampling unit - Owners of the retail outlets. Sampling size- 250 outlets Sampling procedure-Random sampling Sampling method- Retailers survey
- 28. ANALYSIS SIZE OF VISICOOLER
- 29. IS the regular supply of coca-cola
- 30. HOW MUCH HAS THE VISIBLE PRODUCT?
- 31. LEADING BRAND OF COCACOLA
- 32. CHANNEL OF COKE
- 33. OUTLET BELONG TO WHICH CLASS
- 35. MARKET SHARE
- 37. FINDINGS Price factor (price has increased in compression of 2006-07) Competition with local drink like- Fruit juice,lemon water, sharbat & lassi.tea Competition with local drink brands like- Jayanti,Lijjet, Premji in small areas. C/s problems. Irregular supply in small villages. Find impurity Coca-Cola visicoolers. I find so many OYC, VISI, D-FREEZE & other company freeze in different areas in differ region. Found so many outlets they want visi coolers from Coca-Cola. Also found dead & useless coolers. Some retailers complain about the service & repair of coolers.
- 38. FACTS The most popular flavor is Thumsup in the whole market. Cocacola is the market leader and Pepsi is the market challenger. Thumsup has the highest sales from the Coca colas side and from the Pepsis side mountain Dew has the highest sales. A quafina has more sales then Kinley in mineral water segment.
- 39. Cont.. Pepsi provides more schemes then Coca-Cola. Sprite has the fastest grownup brand in the clear lime segment in the recent years. In the off season when the sale is reduced retailers want more schemes. Minute maid has not getting good response from the market.
- 40. SUGESSTIONS Delivery position should be maintained to get good return from the market. The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. The company should take steps to replace damaged or unsellable Coca-Cola goods frequently from the retailers. The Company employees should make direct contact with the consumers,
- 41. Continue.. Distributors should be convinced to pass the incentives to the retailers so that they are motivated to promote this brand. Try to decrease the price of commodity in competition of Pepsi .
- 42. Thank You