kandhari beverages

8/8/2019 Kandhari Beverages

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KANDHARI BEVERAGESLIMITED (COCA-COLA)



BEVERAGE INDUSTRY



2009 FINANCIAL HIGHLIGHTS

The portfolio includes 13 billion dollar brands.

Unit case volume grew 5% to 23.7 billion unitcases worldwideNet operating revenues grew 11% to $31.9

billion.More than 70% of net operating revenuesand more than 75% of unit case volume weregenerated outside of North America



OUR MISSI ON

To Refresh the World.

To Inspire Moments of Optimism.

To Create Value and Make a Difference.



VISI ON

People: Being a great place to work where people are inspired to bethe best they can be.

Portfolio: Bringing to the world a portfolio of quality beverage brandsthat anticipate and satisfy people's desires and needs.

Partners: Nurturing a winning network of customers and suppliers,together we create mutual, enduring value.

Planet: Being a responsible citizen that makes a difference by helpingbuild and support sustainable communities.

Profit: Maximizing long-term return to shareowners while beingmindful of our overall responsibilities.



What Is RED ?

(Right Execution Daily ) is defined as a tool to measurethe performance of the distributor in the outlet bysetting up some standard or parameter of execution.

RED is the survey method that company started in 2007.It adds value to customers and consumers through

Excellence in Execution at the point of sale.For the survey of RED Company had hired the personfrom A.C Nielson One of the best survey company. Thesurvey gets done daily in a year. In the RED concept theCoca-Cola company done survey daily in the market.A monthly report on RED is send to Hindustan Coca- Cola

Beverages Private Limited



What does RED Do?

Firstly, Check the visi-cooler management.Secondly, check the availability of the product in the outlet.Lastly, check the activation in the outlet.

These all the check Market Developer in daily routine.He check the 25 outlet in a day and make the report out of 100score. Score tracking is following:-

Visi-cooler = 30

Availability = 50Activation = 20



OBJE CTIVE

To determine the effectiveness of activation,availability and visi-cooler in outlet

Determine the brand preference forcustomer.To activate an outlet which is not an active

Gain feedback /suggestion from the outlet.To get familiarize with the present marketscenario



Segmen tati on Model of RED ou t le t



MAJOR CO MPETITORSC oca- C ola Pepsi C o C oca- C ola Pepsi C o



Market share of coke vspepsi brands in chandigarhC oca cola Pepsi

Coca cola-55%

Fanta -52%Sprite-9%Limca -36%

Slice-48%MMNF-41%

Pepsi 45%

Mirinda orange-48%Mirinda lemon-19%7up -5%Mountain dew 27%Maaza-52%Nimboooz-59%



RESERCH METHO DOLO GY

S ources of data collectionPrimary

SecondaryR esearch design

Descriptive

S ample DesignNon random sampling

S ize of sample -100



Task and duties

W hich brand preferred by customer?Visi-cooler is 100% pure?

Visi-cooler is prime position?All brands are available ?S ignage board display



L IMITATI ONS

Some retailers shown non-cooperative behaviour atthe time of data collection for this study.The area of survey was done in some sectors of

chandigarh only.The psychological condition varies from place toplace because in many places outlet owner was notsupportive.The study being undertaken in the peak season of May -July month might not have produced accuratedata.Some respondents left some of the questionsunanswered either due to inability to put a strain onmind or they did not know the answer



F INDINGS

Visi-cooler problem in the market.Some time the dealer not give the those schemewhich provide the company.Limca is the most selling brand of the company.Coca-Cola RED concept is very effective, it ensurethe availability of product and activation on outlets.recommended the proper utilization of assetsWith the help of retailer as well as the customer getmore knowledge about the brand of the company.It help to increase the sale of the product in themarket



SUGGESTIONS

Company should increase its schemes.Company should provide the special discounts on that outletwhere sale is high.MDs and sales men should be given some more powers of decision making.Area sales manager must visit all RED outlets where theactivation elements are missing and it must be activatedimmediately.Company should make some strategy to compete with local cold

drink brands.Company should need Promotion program which was held forMMPO because "Jo Dikhta Hai Woh Bikta Hai"



Coca-Cola aims for gold by going green for2010 Winter Olympics.

Increase visibilityWide rangeActivation

Effective service.Highest Quality



SWOT ANAL YSIS

S trength

Quality

Marketing Division

Maximum market share

It has got the tag of Worlds brand market

leader in Beverage Industry.



WEAKNESS

No proper follow up for local key accounts.Customer feedback system is not effective.

Coca-Cola giving less schemes and incentivesto its retailers.Customer demand is augmented day by day,which is not satisfied well on time.

Though the signage Boards and posters arebeing used by the retailers satisfyingly butstill there is need of the guidance for theretailers.



OPPORTUNITIES

Can increase its market share with properplanning and activation.

In the present scenario can come up withmore verities in the fruit drink along withmore flavours.Big Hospitals and Club, Super marketsVarious work channel, education channels,Hotels and multi activity channels.



THREATS

May lose the market share to its competitor,if they don t look upon the demands of

retailers who ultimately sell product to theend customer.Preference of juices and energy drinks overcold drinks.Various local competitors.



CO NCL USI ON

Coca-Cola is the leading soft drink brand inchandigarh area & most selling brand in the isLimca, S prite and Mazza.Ihave concluded that market share of Coca-Cola ishigher than Pepsi and almost all the outlets are

selling the coke s products.I can suggest the company should work out early ontheir complaints regarding to visi cooler, Availability

of visi cooler in the outlets should be increase so thatsale could increase,Company should give proper scheme to the outletsPepsi is far away from the Coke in the competitionbut pepsi sales grown tremendously this year.



THANK YOUUU

kandhari beverages

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