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Chapter 1
INTRODUCTION
The beverage industry companies run mainly on the
factors such as availability, service frequency, affordability,
taste and marketing. Availability plays a vital role because
purchasing power depends upon availability of that product, in
this case distributors and retailers service matter a lot.
A retailer or retail store is any business enterprise whose
sales volume comes primarily from retailing.
Market penetration is one of the four growth strategies of
the Product-Market Growth Matrix defined by Ansoff. It occurs
when a company enters or penetrates a market with current
products. The best way to achieve this is by gaining
competitors customers (part of their market share). Other ways
include attracting non-users of the product or convincing
current clients to use more of your product/service (by
advertising etc).
It was found that due to low consumption of Maaza,
there is no much awareness of the product in Ernakulam city. It
was the major cause to the low selling of Maaza. Like that the
penetration level was low.

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Finally the whole study of the research work was that the
company needs the effective advertising of the product in the
local channel and print media for awareness of Maaza in
Ernakulam city.

1.1 OBJECTIVES
To understand and increase the market penetration of

MAAZA and know the consumer preference & demand.


To find out whether any problems are faced by the

retailers which are in turn affecting the sales.


To study the brand awareness among consumer.
To find out the retailer promotional activities for
MAAZA.
To study the consumers behavior and preferences.

1.2 SCOPE OF THE STUDY


This project aims at the market opportunity for Maaza in
Ernakulam district along with a small comparative study of its
competitors. It also helps to study various promotional tools
adopted to boost the sales by the Coca-Cola Company. It
enables to know the market structure, customer behavior, recent
trends in market and general aspects of the market behavior.

1.3 RESEARCH METHODOLOGY


Primary data:
Primary data is the data that is generated by the
researcher for the specific purpose of research situation

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at hand. The primary data in this study is collected


through Questionnaire and observation.
Secondary data:
Secondary data is already published data collected
for some purposes other than confronting the researcher
at a given point of time. The secondary data here is
collected from the internet, journals and text books.

1.4 LIMITATIONS
Some retailers presented their biased opinion which put
hindrance in the interpretation.
The duration of the study was limited.
Non cooperative behavior of the retailers.

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Chapter 2
INDUSTRY PROFILE
2.1 INTRODUCTION TO SOFT DRINKS
A soft drink (also called soda, pop, coke, soda pop, fizzy
drink, seltzer, mineral, lolly water or carbonated beverage) is a
beverage that typically contains carbonated water, a sweetener
and a flavoring. The sweetener may be sugar, high-fructose
corn syrup, fruit juice, sugar substitutes (in the case of diet
drinks) or some combination of these. Soft drinks may also
contain caffeine, colorings, preservatives and other ingredients.
Soft drinks are called "soft" in contrast to "hard drinks"
(alcoholic beverages). Small amounts of alcohol may be
present in a soft drink, but the alcohol content must be less than
0.5% of the total volume if the drink is to be considered nonalcoholic.
Soft drinks are available in glass bottles, aluminum cans
and PET bottles for home consumption. Non-alcoholic soft

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drink beverage market can be divided into fruit drinks and soft
drinks. Soft drinks can be further divided into carbonated and
non-carbonated drinks. Cola, lemon and oranges are carbonated
drinks while mango drinks come under non carbonated
category. Cola products account for over 60% of the total soft
drink market and include popular brands such as Coca-Cola,
Pepsi, and Thumps up etc. Non-cola segment constitutes for
over 35% of the market.

2.2 PRODUCTION
There are different types of raw materials used in different
soft drinks. Most of the raw materials are as under:
Water:
The simple sweetened soft drink contains about 90% of
water, while in diet drinks; it contains 95% of water.
Flavour:
Flavour is of great importance in soft drink. Even water
from different places has different taste. The flavour for taste
added can be natural or artificial, acidic, caffeine.
Artificial Flavour:

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These are the flavours manufactured from natural


extracts; this is used to give greater choice, in taste to
consumers.
Acids:
Acids like citric acid & phosphoric acid are added to
give refreshing tartness or bite & help in preserving the quality
of a drink.
Natural Flavours:
These are the flavours, which are extracted from fruits,
vegetables, nuts, barks, leaves etc. in soft drink containing
natural flavours& fruit juice.
Caffeine:
Caffeine has special kind of taste makes the taste of soft
drink a royal one. Caffeine was added to soft drink from its
introduction to a commercial market but now caffeine free soft
drinks are also available. Its quality is than compared with
same amount of coffee.
Carbon Dioxide:
Carbon Dioxide is a colourless & smell less gas, which is
added to cold drink to get bubble & it also help in keeping
drink strong & fresh.

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Colour:
Along with taste of soft drink is also of very important,
the company tries to maintain both taste &colour of the soft
drink everywhere in the world.
Sugar:
Sugar syrup is added to the drink at around 75 degree
Celsius to the pure drinking water, this is to make soft drink
taste sweet. Even artificial sweetness is also used.

3.3 SOFT DRINK IN INDIA


India is potentially one of the largest consumer markets
in the world with a population of more than one billion. Soft
drink is a typical consumer product purchased by individuals to
quench thirst and refreshment. In olden days people used to
quench their thirst by taking "Water" and "Ganna Juice'' which
is still prevailing in the market. But as the people became more
and more advanced and efficient, there was a felt needed for
more sophisticated means of satisfying thirst, which ultimately
gave way to the production of the modern soft drinks.
Introduction of soft drinks in the name of coca cola was
first created in 1886 in USA by Dr. John S. Perberton who
perfected the formula for coca cola. It was the first foreign
brand introduced in India during 1965. The Parle came up by
introducing "GOLD SPOT" in orange flavour, it was really a

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challenging task for Parle to position its product i.e. Gold Spot
in the market against the Coca-Cola because people were
habituated of using foreign brands. Therefore, first it was
launched in Mumbai and free sampling was done in hotels,
restaurants, offices and clubs to make the people aware about
the taste and quality because it was quite different from cola
coke in the attributes. Parle increased its production unit up to
29, which was more than coca cola that had only 23-production
unit at that time.
During the reign of Janta party in 1978, the Indian
government cancelled collaboration with U.S.A. Coca Cola
Company. Therefore, the coca cola decided to wind up the
Operation rather than bowing to Indian govt. This very factor
accelerated the growth of several Indian companies who had
aggressively competing with each other to capture a major
share of the Indian soft drink market. New soft drinks entered
into the market among which FROOTl, JUMPIN and
TREETOP entered in tetra packs and they started grabbing the
market share in absence of the cola giant.
In 1991, about thirteen years after the exit of coca cola
from Indian market, A MNC, globally known as P.C.I. (Pepsi
Cola International) entered the Indian market with PFL (Pepsi
Food Ltd.). Its president, Christopher found a large scope for
this soft drink in India.
Both PFL and Parle were the main bottlers in the soft
drink arena. There was a cutthroat competition between them.
Now (in 1993) Coca Cola has re-entered into the Indian market

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and has acquired five brands of Parle i.e. Thumps up, Limca,
Citra, and Gold Spot. Thus, Coca Cola has become the close
competitors of PFL and they are fighting each other to gain a
clear edge over the other.
The Indian soft drink market industry is estimated at a
whoopingRs.2000 crores and growing at an encouraging pace
of 16% per annum.

3.5 A TIMELINE OF SOFT DRINK INVENTION


1798:

The term "soda water" first coined.

1819:

The "soda fountain" patented by Samuel

Fahnestock.
1835:

The first bottled soda water in the U.S.

1861:

The term "pop" first coined.

1874:

The first ice-cream soda sold.

1881:

The first cola-flavored beverage introduced.

1886:

Dr. John S. Pemberton invented "Coca-

Cola" in

Atlanta, Georgia.

1898:

"Pepsi-Cola" is invented by Caleb Bradham.

1923:

Six-pack soft drink cartons called "Hom-

Paks"

created.

1957:

The first aluminum cans used.

1959:

The first diet cola sold.

1970

Plastic bottles are used for soft drinks.

1973

The

PET

(Polyethylene

Terephthalate)

bottle created

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Chapter 3
COMPANY PROFILE
3.1 INTRODUCTION
Type
Industry
Founded
Founder(s)

Private
Beverage
1886
Asa Griggs Candler, Joh
Pemberton

created

the

so

drink/beverage "Coca-Cola", bu

it was Asa Candler, who founde


Headquarters
Area served
Key people

The Coca-Cola Company.


Atlanta, Georgia, U.S
Worldwide
Muhtar

Ke

(Chairman and CEO)

Revenue
Employees
Website

AhmetBozer (Exec. Vice Pres.)


US$ 46.854 billion (2013)
130600 (Dec2013)
Coca-colacompany.com

Coca-Cola, the product that has given the world its bestknown taste was born in Atlanta, Georgia, on May 8, 1886.
Coca-Cola Company, best known for its flagship product CocaCola, is the worlds leading manufacturer, marketer and

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distributor of non-alcoholic beverage concentrates and syrups,


used to produce nearly 400 beverage brands. The Coca-Cola
formula and brand was bought in 1889 by Asa Griggs Candler
(December 30, 1851 - March 12, 1929), who incorporated The
Coca-Cola Company in 1892. It sells beverage concentrates
and syrups to bottling and canning operators, distributors,
fountain retailers and fountain wholesalers. The Companys
beverage products comprises of bottled and canned soft drinks
as well as concentrates, syrups and not-ready-to-drink powder
products. In addition to this, it also produces and markets sports
drinks, tea and coffee. The Coca-Cola Company began building
its global network in the 1920s. Now operating in more than
200 countries and producing nearly 400 brands, the Coca-Cola
system has successfully applied a simple formula on a global
scale: Provide a moment of refreshment for a small amount of
money- a billion times a day.
The Coca-Cola Company and its network of bottlers
comprise the most sophisticated and pervasive production and
distribution system in the world. More than anything, that
system is dedicated to people working long and hard to sell the
products manufactured by the Company. This unique
worldwide system has made The Coca-Cola Company the
worlds premier soft-drink enterprise. From Boston to Beijing,
from Montreal to Moscow, Coca-Cola, more than any other
consumer product, has brought pleasure to thirsty consumers
around the globe. For more than 115 years, Coca-Cola has

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created a special moment of pleasure for hundreds of millions


of people every day.
The Company aims at increasing shareowner value over
time. It accomplishes this by working with its business partners
to deliver satisfaction and value to consumers through a
worldwide system of superior brands and services, thus
increasing brand equity on a global basis. They aim at
managing their business well with people who are strongly
committed to the Company values and culture and providing an
appropriately controlled environment, to meet business goals
and objectives. The associates of this Company jointly take
responsibility to ensure compliance with the framework of
policies and protect the Companys assets and resources whilst
limiting business risks.

3.2 MISSION
The mission of the company declares its purpose. It
serves as the standard against which the company weighs its
actions and decisions.
To refresh the world in body, mind and spirit.
To inspire moments of optimism and happiness
through brands and actions.
To create value and make a difference.

3.3 VISION

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The vision guides every aspect of the business by


describing what the company needs to accomplish in order to
continue achieving sustainable growth.
People: Being a great place to work where people are
inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of quality
beverage brands that anticipate and satisfy people's
desires and needs.
Partners: Nurturing a winning network of customers
and suppliers, together they create a mutual, enduring
value.
Planet: Being a responsible citizen that makes a
difference by helping build and support sustainable
communities.
Profit: Maximizing long-term return to shareowners
while being mind full of overall responsibilities

3.4 HISTORY OF COCA-COLA


Coca-Cola was first introduced by John Syth Pemberton,
a pharmacist, in the year 1886 in Atlanta, Georgia when he
concocted caramel-colored syrup in a three-legged brass kettle
in his backyard. He first distributed the product by carrying it
in a jug down the street to Jacobs Pharmacy and customers
bought the drink for five cents at the soda fountain. Carbonated
water was teamed with the new syrup, whether by accident or
otherwise, producing a drink that was proclaimed delicious

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and refreshing, a theme that continues to echo today wherever


Coca-Cola is enjoyed.
Dr. Pembertons partner and book-keeper, Frank M.
Robinson, suggested the name and penned Coca-Cola in the
unique flowing script that is famous worldwide even today. He
suggested that the two Cs would look well in advertising.
The first newspaper ad for Coca-Cola soon appeared in The
Atlanta Journal, inviting thirsty citizens to try the new and
popular soda fountain drink. Hand-painted oil cloth signs
reading Coca-Cola appeared on store awnings, with the
suggestions Drink added to inform passersby that the new
beverage was for soda fountain refreshment.
By the year 1886, sales of Coca-Cola averaged nine drinks
per day. The first year, Dr. Pemberton sold 25 gallons of syrup,
shipped in bright red wooden kegs. Red has been a distinctive
color associated with the soft drink ever since. For his efforts,
Dr. Pemberton grossed $50 and spent $73.96 on advertising.
Dr. Pemberton never realized the potential of the beverage he
created. He gradually sold portions of his business to various
partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to Asa G. Candler, an entrepreneur from
Atlanta. By the year 1891, Mr. Candler proceeded to buy
additional rights and acquire complete ownership and control
of

the

Coca-Cola

business.

Within

four years,

his

merchandising flair had helped expand consumption of CocaCola to every state and territory after which he liquidated his
pharmaceutical business and focused his full attention on the

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soft drink. With his brother, John S. Candler, John Pembertons


former partner Frank Robinson and two other associates, Mr.
Candler formed a Georgia corporation named the Coca-Cola
Company. The trademark Coca-Cola, used in the marketplace
since 1886, was registered in the United States Patent Office on
January 31, 1893.
The business continued to grow, and in 1894, the first
syrup manufacturing plant outside Atlanta was opened in
Dallas, Texas. Others were opened in Chicago, Illinois, and Los
Angeles, California, the following year. In 1895, three years
after The Coca-Cola Companys in corporation, Mr. Asa G.
Candler announced in his annual report to share owners that
Coca-Cola is now drunk in every state and territory in the
United States.
As demand for Coca-Cola increased, the Company
quickly outgrew its facilities. A new building erected in 1898
was the first headquarters building devoted exclusively to the
production of syrup and the management of the business. In the
year 1919, the Coca-Cola Company was sold to a group of
investors for $25 million. Robert W. Woodruff became the
President of the Company in the year 1923 and his more than
sixty years of leadership took the business to unsurpassed
heights of commercial success, making Coca-Cola one of the
most recognized and valued brands around the world
Today, the Coca-Cola Company sells its nearly 400
beverage brands in over 200 countries. Well-known brands are

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Coca-Cola, Fanta, Aquarius, Sprite, BonAqua, Ciel, Powerade,


Minute Maid and Nestea.

3.5 PRODUCT AND BRANDING


3.5.1 Coca-Cola
Coca-Cola is the most popular and biggest-selling soft
drink in history, as well as the best-known product in the world.
Created in Atlanta, Georgia, by Dr. John S. Pemberton, CocaCola was first offered as a fountain beverage by mixing CocaCola syrup with carbonated water. Coca-Cola was introduced
in1886, patented in 1887, registered as a trademark in 1893 and
by 1895 it was being sold in every state and territory in the
United States. In 1899, The Coca-Cola Company began
franchised bottling operations in the United States. Coca-Cola
might owe its origins to the United States; but its popularity has
made it truly universal. Today, you can find Coca-Cola in
virtually every part of the world.
Variety
Cans
RGB
Pet

300ml, 330ml
200ml, 300ml, 330ml
350ml, 400ml, 500ml,
1250ml,

Fountain Glass

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2250ml
Various sizes

16

1500ml,

600ml,

2000ml,

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3.5.2 Diet Coke


Launched in 1982 in America, Diet Coke (also known as
Coca-Cola Light in some countries has become the worlds
third largest soft drink.

Variety
Cans
Pet

300ml, 330ml
350ml, 500ml, 600ml,

3.5.3 Thums Up
Thums Up is a leading carbonated soft drink and most
trusted brand in India. Originally introduced in 1977, Thums
Up was acquired by The Coca-Cola Company in 1993. Thums
Up is known for its strong, fizzy taste and its confident, mature
and uniquely masculine attitude. This brand clearly seeks to
separate the men from the boys.
Variety
Cans
RGB
Pet

300ml, 330ml
200ml, 300ml, 330ml
350ml, 400ml, 500ml,
1250ml,

Fountain Glass

1500ml,

2250ml
Various sizes

3.5.4 Sprite
Sprite is the world's leading lemon-lime flavored soft
drink. Since its inception is 1999, Sprite has not only

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600ml,

2000ml,

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established itself as a brand which successfully boasts it's 'cutthru' perspective with an authentic, edgy, irreverent, urban and
straight forward style, but has also achieved status of an
undisputed youth 'badge' brand. Today Sprite is one of the top
two sparkling soft drinks in the country. Millions of people
enjoy Sprite because of its crisp, clean taste that really
quenches ones thirst.
Variety
Cans
RGB
Pet

300ml, 330ml
200ml, 300ml, 330ml
350ml, 400ml, 500ml,
1250ml,

Fountain Glass

1500ml,

600ml,

2000ml,

2250ml
Various sizes

3.5.5 Fanta
Fanta entered the Indian market in the year 1993.
Perceived as a fun youth brand, Fanta stands for its vibrant
color, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to
indulge in the moment.
Variety
Cans
RGB
Pet

300ml, 330ml
200ml, 300ml, 330ml
350ml, 400ml, 500ml,
1250ml,

Fountain Glass

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2250ml
Various sizes

18

1500ml,

600ml,

2000ml,

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3.5.6 Limca
Born in 1971, Limca has remained unchallenged
as the No.1 Sparkling Drink in the Cloudy lemon Segment. The
success formula is the sharp fizz and lemoni bite combined
with the single minded proposition of the brand as the provider
of "Freshness".
Variety
Cans
RGB
Pet

300ml, 330ml
200ml, 300ml, 330ml
350ml, 400ml, 500ml,
1250ml,

Fountain Glass

1500ml,

600ml,

2000ml,

2250ml
Various sizes

3.5.7 Maaza
Introduced in 1970s, Maaza has today come to
symbolize the very spirit of mangoes. Universally loved for its
taste, color, thickness and wholesome properties, Maaza is the
mango lover's first choice.
Variety
Cans
RGB
Pet

300ml, 330ml
200ml, 300ml, 330ml
350ml, 400ml, 500ml,
1250ml,

Fountain Glass

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2250ml
Various sizes

19

1500ml,

600ml,

2000ml,

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3.5.8 Minute-Maid
The brand launched in its internationally successful
minute maid pulpy Orange avatar is a naturally refreshing juice
drink which offers an Unmatched taste experience to
consumers due to the presence of real orange pulp. This
innovative consumer proposition is best explained by the brand
tagline Refreshing orange, surprisingly pulpy. Now the
minute maid is available in flavors like Mango, Apple, Guava,
Nimbu Fresh and mixed fruit.
Variety of Pulpy Orange
Pet
Tetrapak

400ml, 1L
200ml

3.5.9Kinley Water
Kinley water comes with the assurance of safety from
The Coca-Cola Company. That is why we introduced Kinley
with reverse osmosis along with the latest technology to
ensure purity of our product. Because we believe that right to
pure, safe drinking water is fundamental.
Variety
Pet

500ml, 1000ml, 2L, 20L, 25L

3.5.10 Georgia Gold


Introduced in 2004, the GEORGIA Gold range of tea and
coffee beverage is the perfect solution for your office and
restaurant needs.

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Variety
Hot Beverages

Coffee, Tea, Hot Chocolate 90-

Cold Beverages

150ml
Lemon Iced Tea, Peach Iced

Tea, Cold Coffee 200-400ml for

Iced Tea, 130-250ml for Cold


Coffee

3.6 MILESTONES
Year 1899: The first bottling agreement
Year 1916: Birth of the Contour Bottle
In the 1920s: Bottling overtakes fountain sales
In the 1920s and 1930s: International expansion
In the 1940s: Post-war growth
In the 1950s: Packaging innovations
In the 1960s: Introduction of new brands
In the 1970s and 1980s: Consolidation to serve
customers
1992: Coca-Cola resumes operations in India
1993: Parle brands acquired (Thums Up, Limca, Maaza,
Gold Spot, Citra)

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1997: Formation of Hindustan Coca-Cola Beverages


Private

Limited

erstwhile

Hindustan

Coca-Cola

Bottling SouthWest Private Limited


2005: Formation of Bottling Investments Group (BIG)
and Independent HCCBPL Management Team in India
2006-07: Moves towards being World Class selling
Organization
2008-11: Stable & Sustainable Performance towards
World Class Bottling

2011: HCCBPL crosses 400 Million Unit Case sales

Chapter 4
ORGANIZATION STRUCTURE
Organization is the foundation upon which the whole
structure of management is built. Organization is related with
developing a frame work where the total work is divided into
manageable components in order to facilitate the achievement
of objectives or goals. Thus, organization is the structure or
mechanism (machinery) that enables living things to work

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together. In a static sense, an organization is a structure or


machinery manned by group of individuals who are working
together towards a common goal. The term 'organization' is
used in four different senses: as a process, as a structure of
relationship, as a group of persons and as a system, as given
below:
Organization as a Process: In this first sense,
organization is treated as a dynamic process and a managerial
activity which is essential for planning the utilization of
company's resources, plant and equipment materials, money
and people to accomplish the various objectives.
Organization as a Framework of Relationship: In the
second

sense

organization

refers

to

the

structure

of

relationships and among position jobs which is created to


release certain objectives. According to Mooney and Reily,
"Organization is the form of every human association for the
attainment of a common purpose."
Organization as a Group of persons: In the third sense,
organization is very often viewed as a group of persons
contributing their efforts towards certain goals. Organization
begins when people combine their efforts for some common
purpose. It is a universal truth that an individual is unable
ability and resources. Barnard has defined 'Organization' as an
identifiable group of people contributing their efforts towards
the attainment of goals.
Organization as a System: In the fourth sense, the
organization is viewed as a system. System concepts recognize

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that organizations are made up of components each of which


has unique properties, capabilities and mutual relationship. The
constituent element of a system is linked together in such
complex ways that actions taken by one producer have far
reaching effect on others.

4.1 ORGANIZATION CHART


In order to achieve the desired goals, sound and effective
organizational structure is necessary. Organizational structure is
the system of job positions, roles assigned to these positions
and specifying authority, responsibility and task of every
position. The structure undoubtedly provides basic framework
for executive and employees to perform their task smoothly.
Organization structure of a company can be shown in a
chart. Such chart indicates how different departments are
interlinked on the basis of authority and responsibility. It is a
simple diagrammatic method of describing an organization
structure. It indicates how the departments are linked together
on the basis of authority and responsibility. Such organization
chart provides information of the organization structure at a
glance. Organization chart is like a blue print of a building. It
indicates the number and types of departments, superiorsubordinate

relationship,

chain

of

command

and

communication. Such type of an organizational chart of


HCCBPL is described below:

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Organizational chart

CRPSKMA F A A DG H
aehG ao a sl e i r u
ayrnuMa C e l er l m i
nek/ ea a k t p a a u
AenS esb t seR S o
MctEO ea cT ts t l t
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aciD eoM x r e lu
&s
Mnao e e c Sn sM
auga M cl v gi M e
gnua ea r a m
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esv p t g
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b

i
r

r a
n al t
ai e
r l
l oy
r a
e a
n
e
s
g n
g rn
r

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Chapter 5
DEPARTMENTS AND THEIR
FUNCTIONS
5.1 VARIOUS DEPARTMENTS
5.1.1 COMMERCIAL DEPARTMENT
S
R
K
C
M
o
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a
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a
p
r
t
a
r
m
t
e
m
n
t
e
n
t

CAPABILITY DEVELOPMENT DEPARTMENT

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This department comprises of sales trainers. Sales training


is a very important component of hiring a new employee. It can
take up to 90 days for a new employee to become acclimated to
selling your product or service; therefore, having effective
training implemented early on will help both the new employee
and your organization. Sales training is a method of teaching
employees how to accurately and effectively offer a product or
service to a customer, follow through and close the deal.
KEY ACCOUNTS
A key account manager handles the most important
accounts in an organization. These accounts are considered
important because of their high level of profitability or since
they are the most strategic to an organization. A key account
manager develops a good working relationship with customers
to enhance customer satisfaction and customer retention.
CHANNEL MANAGEMENT
Channel management is a term that refers to the way that a
business or supplier of products uses various marketing
techniques and sales strategies to reach the widest possible
customer base. The channels are all of the various outlets by
which the product is marketed and sold to customers. When
done properly, channel management motivates those channels
to sell the product and ultimately develops a better relationship
between customer and product. This is achieved by identifying

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the goals for each distinctive channel and then implementing


various marketing strategies to make sure that those goals are
attained, all while staying consistent to the overall brand of the
business.
The marketing department looks after how the production of
the company can be promoted in the market. This department
thinks of schemes to be given along with the product. It can be
in form of discount or sample of new product is given free or
anything else.

CONCEPT OF RED: Right Execution Daily


Hindustan Coca Cola Beverages Pvt. Ltd. India division
Under Eurasia Operating Group has been working on RED i.e.
Right Execution Daily Since February 2006.
Coca Cola Company believes that its success depends on
their ability to connect with consumer by providing them with a
wide variety of choices to meet their desire, needs and lifestyles
choices, company success further depends on the ability of
their people by execute effectively every day.
Right Execution Daily is segregated under two important
points, they are as follows:
1. Visi Cooler: Visi cooler is the Sales Generating Assets,
which not only make the beverages product chilled
which the company served its customers at the purchase
point but also attract the number of shoppers or

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consumers in a given universe to buy company


products.
2. Availability: - Under Availability, company ensures that
their all products are available at the shop as per the
standards of the company to serves the consumers or the
shoppers. The main focuses of Availability are as
follows:
The company products are available at the shop in full
flavor& range.
Consumers have enough choice to select the companys
beverage products as per their desire.
10 to 15% of total shoppers are those who drink o n l y
particular brand & particular brand & particular
flavor. So, company doesnt want to lose that consumer also.

5.1.2 ROUTE TO MARKET


B
R
S
F
o
u
r
a
u
p
o
c
t
p
n
k
e
l
t
y
E
t
E
n
o
C
n
d
h
d
M
a
a
i
r
n
k
e
t

Route-to-Market (RTM) is a simple but very powerful


methodology for driving profitable growth. The company use
RTM to take their products and services to market in the most
productive way possible.RTM provides a quick and proven

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methodology for aligning marketing, sales and distribution, and


for optimizing spending in these areas, which can total 30% or
more of operating expenses. Optimizing spending in these areas
provides the next step for profitable growth because most
companies have already obtained as much benefit as they can
from optimizing their supply chains, manufacturing and
finance.
The company uses RTM to:
Spend less and sell more.
Get the right products and services to the right
customers at the right time.
Retain existing customers and secure profitable new
customers.
Optimize your marketing mix and sales and distribution
channels to maximize revenue and profitability
throughout the product life cycle.

5.1.3 FINANCE DEPARTMENT


This department looks after all financial needs of the
companys any department. To expand the business or to yet it
divers the company should look that is this department has
enough finance to do so or not.

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5.1.4 BUSINESS

SUPPORT

GROUP

DEPARTMENT
Business Support Systems (BSS) are the components
that a telecommunications service provider (or telco) uses to
run its business operations towards customers. This department
deals with the taking of orders, payment issues, revenues, etc. It
supports

four

processes:

product

management,

order

management, revenue management and customer management.


Human Resource Information Systems
A

system

which

seeks

to merge the activities associated with human

resource

management

(IT) into

(HRM) and information

technology

one common database through the use of enterprise resource


planning (ERP) software. The goal of HRIS is to merge the
different parts of human
productivity,

resources,

including payroll, labor

and benefit management into

less capital-

intensive system than the mainframes used to manage activities


in

the

past.

It

is

also called Human

Resource

Management Systems (HRMS).

5.1.5 HR DEPARTMENT
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P
H
S
A
R
a
d
A
l
m
C
e
i
s
n
H
R
This department is designed to maximize employee
performance in service of their employers strategic objectives.
HR is primarily concerned with how people are managed
within organizations, focusing on policies and systems. It
consists of putting right number of people, right kind of people
at the right place, right time, doing the right things for which
they are suited for the achievement of goals of the organization
HR departments and units in organizations are typically
responsible for a number of activities, including employee
recruitment, training and development, performance appraisal,
and rewarding (e.g., managing pay and benefit systems). HR is
also concerned with industrial relations, that is, the balancing of
organizational practices with regulations arising from collective
bargaining and governmental laws.
The duty of an administrator depends on the company
that the administrator works for. However, general skills exist
that apply to most administrators across varied organizations.
One of the primary duties of an administrator is to ensure that

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the organization operates with efficiency. This requires a set of


skills that can handle the many different people and situations
within the organization. Specific skills essential to an effective
administrator

include

good

communication

and

being

organized.

5.1.5 SALES DEPARTMENT


This department looks after the sale of the production,
the Coca Cola has an indirect distribution channel of supply,
this department plays a major role. There are more than
300,000 retail outlets across the country& to keep watch on this
outlet is duty of sales department, so that this outlet never
cheats the consumer.

D
S
I
a
iD
l
r
P
A
s
e
S
t
s
c
r
it
b
S
u
a
t
l
o
e
r
s
D
i
s
t
r
i
b
u
t
i
o
n

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A direct channel of distribution is the shortest and


simplest form of distribution channel; it has become
increasingly common since the advent of the Internet. A direct
channel of distribution describes a situation in which the
producer sells a product directly to a consumer without the help
of intermediaries. A direct chain of distribution may involve
face-to-face sales, computer sales or mail order but does not
involve any form of distributor other than the original producer.
Chains of distribution that involve nonaffiliated retailers or
wholesalers cannot be described as direct channels of
distribution and are instead classified as indirect chains of
distribution.
Distributors, wholesalers and retailers are the primary
indirect channels a company may use when selling its products
in the marketplace. Companies choose the indirect channel best
suited for their product to obtain the best market share; it also
allows them to focus on producing their goods.
DISTRIBUTION SYSTEM

Direct distribution:
In direct distribution, the bottling unit or
the bottler partner has direct control over the activities
of sales, delivery, and merchandising and local account
management at the store level.

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Indirect distribution:
In indirect distribution, an organization which is
not part of the Coca-Cola system has control on one or
more

of

the

distribution elements (Sales, delivery, merchandising an


d localaccount management)

Merchandising:
Merchandising means communication with the
consumer at the point of purchase to convey product
benefit, value and Quality. Sales people and delivery
personnel both have this responsibility. In certain
locations special teams go into business locations to
specifically merchandise our products.

5.2 SWOT ANALYSIS


A SWOT analysis is a look at a companys strengths,
weaknesses, opportunities, and threats, and is a tremendous
way to gain a detailed and thorough perspective on a
company

and

its

future.

structured planning method

A SWOT
used

the strengths, weaknesses, opportunities,

analysis is
to

evaluate
and threats

involved in a project or in a business venture. A SWOT


analysis can be carried out for a product, place, industry or

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person. It involves specifying the objective of the business


venture or project and identifying the internal and external
factors that are favorable and unfavorable to achieve that
objective. Identification of SWOTs is important because they
can inform later steps in planning to achieve the objective.
First, the decision makers should consider whether the
objective is attainable, given the SWOTs. If the objective
is not attainable a different objective must be selected and
the process repeated. Users of SWOT analysis need to ask
and answer questions that generate meaningful information
for each category (strengths, weaknesses, opportunities, and
threats) to make the analysis useful and find their
competitive advantage.

STRENGTHS:
Popularity
Well known
Branding obvious and easily recognized
A lot of finance
Customer loyalty
International Trade
Coca

Cola

is

an

extremely

recognizable

company. Popularity is one of its superior strengths that is

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virtually incomparable. Coca

Cola is

known very

well

worldwide. It's branding is obvious and easily recognized.


Things like, logos and promos shown on t-shirts, hats, and
collectible memorabilia. Without a doubt, no beverage
company compares to Coca Cola's social popularity status.
Some people buy coke, not only because of its taste, but
because it is widely accepted and they feel like they are part
of something so big and unifying. At the other end of the
spectrum, certain individuals choose not to drink coke, based
solely on rebelling from the world's idea that coke is
something of such great power. Overwhelming is the best
word to describe Coca Cola's popularity. It is scary to think
that its popularity has been constantly growing over the
years and the possibility that there is still room to grow. If
you speak the words Coca Cola, it would definitely be
recognized all around the world. Money is another thing that
is a strength of the company. Coca Cola deals with massive
amounts of money all year. Like all businesses, they have
had their ups and downs financially, but they have done well
in this compartment and will continue to do well and
improve. The money they are earning is substantially better
than most beverage companies, and with that money, they
put back into their own company so that they can improve.
Another strength that is very important to Coca Cola is
customer loyalty. The 80/20 rule comes into effect in this
situation. Eighty percent of their profit comes from 20% of
their loyal customers. Many people/families are extremely

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loyal to Coca Cola. It would not be rare to constantly find


bottles and cases of a product such as coke in a house. It
seems that some people would drink coke religiously like
some people would drink water and milk. This is an
improbable feat. Customers will continually purchase these
products, and will probably do so for a very long time. If two
parents were avid Coca Cola drinkers, this will be passed
down do their children as they grow loyal to the company.
With Coca Colas ability to sell their product all over the
world, customers will continue to buy what they know and
what they likeCoca Cola products.

WEAKNESS
Word of mouth
Lack of popularity of many Coca Colas brands
Most unknown and rarely seen
Result of low profile or non-existent advertising
Health issues
Coca Cola is a very successful company, with
limited weaknesses. However they do have a variety of
weaknesses that need to be addressed if they want to rise to
the next level. Word of mouth is probably a strength and
weakness of every company. While many people have good
things to say, there are many individuals who are against

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Coca Cola as a company, and the products in which they


produce. Word of mouth unfortunately is something that is
very hard to control. While people will have their opinions,
you have to try to sway their negative views. If bad
comments and views are put out to people who have yet to
try Coca Cola products, then that could produce a lost
customer which shows why word of mouth is a weakness.
Another aspect that could be viewed as a weakness is the
lack of popularity of many of Coca Colas drinks. Many
drinks that they produce are extremely popular such as Coke
and Sprite but this company has approximately 400 different
drink types. Most are unknown and rarely seen for available
purchase. These drinks do not probably taste bad, but are
rather a result of low profile or nonexistent advertising. This
is a weakness that needs to be looked at when analyzing their
company. Another weakness that has been greatly publicized
is the health issues that surround some of their products. It is
known that a popular product like coke is not very beneficial
to your body and your health. With todays constant shift to
health products, some products could possibly loose
customers. This new focus on weight and health could be a
problem for the product that are labeled detrimental to your
health.

OPPORTUNITIES
Many successful brands to pursue

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Advertise its less popular products


Buy out competition.
More Brand recognition
Coca Cola has a few opportunities in its business.
It has many successful brands that it should continue to
exploit and pursue. Coca Cola also has the opportunity to
advertise its less popular products. With a large income it has
the available money to put some of these other beverages on
the market. This could be very beneficial to the company if
they could start selling these other products to the same
extent that they do with their main products. Another
opportunity that we have seen being put to use before is the
ability for Coca Cola to buy out their competition. This
opportunity rarely presents itself in the world of business.
However, with Coca Colas power and success, such a task is
not impossible. Coca Cola has bought out a countless
number of drink brands. An easy way to turn their profit into
your profit is too buy out their company. Even though this
may cost a vast amount of money initially, in the long run, if
all goes to plan, it results in a large profit. Also, the company
will no longer need to worry about this product being part of
the competition. Brand recognition is the significant factor
affecting Cokes competitive position. Coca Cola is known
well throughout 90% of the world population today. Now
Coca Cola wants to get there brand name known even better
and possibly get closer and closer to 100%. It is an

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opportunity that most companies will ever dream of, and


would be a supreme accomplishment. Coca Cola has an
opportunity to continue to widen the gap between them and
their competitors.

THREATS
Changing health-consciousness attitude
Legal issues
Health ministers
Competition (Pepsi)
Despite the fact that Coca Cola dominates its
market, it still has to deal with many threats. Even though
Coca Cola and Pepsi control nearly 40% of the entire
beverage market, the changing health-consciousness attitude
of the market could have a serious effect on Coca Cola. This
definitely needs to be viewed as a dominant threat. In todays
world, people are constantly trying to change their eating and
drinking habits. This could directly affect the sale of Coca
Colas products. Another possible issue is the legal side of
things. There are always issues with a company of such
supreme wealth and popularity. Somebody is always trying
to find fault with the best and take them down. Coca Cola
has to be careful with lawsuits. Health minister could also be
looked at as a threat. Again, some people may try to exploit

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the unhealthy side of Coca Colas products and could


threaten the status and success of sales. Other threats are of
course the competition. Coca Colas main competition being
Pepsi, sells a very similar drink. Coca Cola needs to be
careful that Pepsi does not grow to be a more successful
drink. Other product such as juices, coffee, and milk are
threats. These other beverage options could take precedent in
some peoples minds over Coca Colas beverages and this
could threaten the potential success it presents again.

Chapter 6

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LITERATURE REVIEW
Marketing is the process of communicating the value of
a product or service to customers, for the purpose of selling that
product or service. Marketing can be looked at as an
organizational function and a set of processes for creating,
delivering and communicating value to customers, and
customer relationship management that also benefits the
organization. Marketing is the science of choosing target
markets through market analysis and market segmentation, as
well as understanding consumer behavior and providing
superior customer value. It is a critical business function for
attracting customers.
The Chartered Institute of Marketing defines marketing
as 'The management process responsible for identifying,
anticipating and satisfying customer requirements profitably'.
Philip Kotler defines marketing as satisfying needs and
wants through an exchange process'.
A sale is the act of selling a product or service in return
for money or other compensation. Signaling completion of the
prospective stage, it is the beginning of an engagement between
customer and vendor or the extension of that engagement.
Marketing and sales differ greatly, but have the same
goal. Selling is the final stage in Marketing, which also
includes Pricing, Promotion, Positioning and Product (the 4Ps).

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Market penetration is the percentage of a target market


that consumes a product or service. Market penetration can also
be a measure of one company's sales as a percentage of all sales
for a product. It is defined as the number of people who buy a
specific brand or a category of goods at least once in a given
period, divided by the size of the relevant market population.
Market penetration is one of the four growth strategies of
the Product-Market

Growth

Matrix

as

defined

by Ansoff. Market penetration occurs when a company


penetrates a market in which current or similar products already
exist. Penetration is a measure of brand or category popularity.
It is defined as the number of people who buy a specific brand
or a category of goods at least once in a given period, divided
by the size of the relevant market population.

Construction
Market penetration can be defined as the proportion of
people in the target who bought (at least once in the period) a
specific brand or a category of goods. Two key measures of a
products 'popularity' are penetration rate and penetration share.
The penetration rate (also called penetration, brand penetration
or market penetration as appropriate) is the percentage of the
relevant population that has purchased a given brand or
category at least once in the time period under study. A brands
penetration share, in contrast to penetration rate, is determined

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by comparing that brands customer population to the number


of customers for its category in the relevant market as a whole.
Market penetration is the least risky growth strategy as
the organization's experience with its existing markets increases
the odds of success. However, an organization should only
pursue a market penetration growth strategy if at least one of
the following conditions exists:
Unsaturated market
Increasing

industry

growth

rate,

but

decreasing

competitive market share


Current customers are likely to purchase higher
quantities of existing products or services
Economies of scale provide a competitive edge

6.1 ANSOFF GROWTH MATRIX


Produc
Existing

New

Market

Product

Penetration

Development

Market

Diversification

New

Market

Existing

existing

Development
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A. Market Penetration:
Market penetration means trying to increase sales of an
organization's existing products or services in its existing
markets. This can be accomplished by strengthening current
customer relationships to increase their rate of product/service
utilization or trying to attract competitor customers or current
non-users. Market penetration seeks to achieve four main
objectives:
Maintain or increase the market share of current products
this can be achieved by a combination of competitive
pricing strategies, advertising, sales promotion and
perhaps more resources dedicated to personal selling.
Secure dominance of growth markets
Restructure a mature market by driving out competitors;
this would require a much more aggressive promotional
campaign, supported by a pricing strategy designed to
make the market unattractive for competitors

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Increase usage by existing customers for example by


introducing loyalty schemes
A market penetration marketing strategy is very much
about business as usual. The business is focusing on markets
and products it knows well. It is likely to have good
information on competitors and on customer needs. It is
unlikely, therefore, that this strategy will require much
investment in new market research.
B. Market Development
Market development means trying to increase sales of an
organization's current products or services in new markets.
Market development may also involve identifying new uses for
an existing product or service.
C. Product Development
Product development means offering new or improved
products or services in an organization's existing markets.
D. Diversification
Diversification means moving into entirely different
lines of business----unfamiliar products, services or markets.

6.2 CONSUMER TASTES AND PREFERENCES


Consumer preferences and tastes are key factors
affecting consumer purchase decisions and sales of the
products.

Changes

in

taste

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to

increased

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decreased demand, which is one factor that economists


consider when looking at changes in demand.
Consumer preferences represent each individual's desires
for goods and services, which translate to choices based on
income or wealth combined with the consumer's time to define
consumption activities.

6.3 PRICING STRATEGIES


Pricing strategies for products or services encompass
three main ways to improve profits. These are that the business
owner can cut costs or sell more, or find more profit with a
better pricing strategy. When costs are already at their lowest
and sales are hard to find, adopting a better pricing strategy is a
key option to stay viable. Merely raising prices is not always
the answer, especially in a poor economy. Many businesses
have been lost because they priced themselves out of the
marketplace. On the other hand, many business and sales staff
leave "money on the table". One strategy does not fit all, so
adopting a pricing strategy is a learning curve when studying
the needs and behaviors of customers and clients.
Customer-based pricing
Penetration pricing
You often see the tagline special introductory offer the
classic sign of penetration pricing. The aim of penetration

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pricing is usually to increase market share of a product,


providing the opportunity to increase price once this objective
has been achieved. Penetration pricing is the pricing technique
of setting a relatively low initial entry price, usually lower than
the intended established price, to attract new customers. The
strategy aims to encourage customers to switch to the new
product because of the lower price. Penetration pricing is most
commonly associated with a marketing objective of increasing
market share or sales volume. In the short term, penetration
pricing is likely to result in lower profits than would be the case
if price were set higher.
Price skimming
Skimming involves setting a high price before other
competitors come into the market.
Competitor-based pricing
If there is strong competition in a market, customers are faced
with a wide choice of who to buy from. They may buy from the
cheapest provider or perhaps from the one which offers the best
customer service. Most firms in a competitive market do not
have sufficient power to be able to set prices above their
competitors. They tend to use going-rate pricing i.e. setting
a price that is in line with the prices charged by direct
competitors. An advantage of using competitive pricing is that
selling prices should be line with rivals, so price should not be
a competitive disadvantage

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Cost based pricing


This involves setting a price by adding a fixed amount or
percentage to the cost of making or buying the product. The
Coca-Cola Company has been very consistent with their
pricing strategy over the many years they have been in
business. Because they have a strong competitor, they have to
keep their prices in line to compete. The ultimate goal of the
company is to maximize shareholder value. The will often
reduce the price of their products when entering new markets.
They do this to raise brand awareness and face the competition.
Once they are established, they move the prices back up to
position themselves as a premium product.

6.4 STP APPROACH


STP marketing is a three-step approach to building a
targeted marketing plan. The "S" stands for segmenting, the "T"
for targeting and the "P" for positioning. Going through this
process allows a business owner and marketing consultants or
employees to formulate a marketing strategy that ties company,
brand and product benefits to specific customer market
segments.

Segmentation

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Once the market has been defined, the next step is to


segment the market, using a variety of different segmentation
bases/variables in order to construct groups of consumer. In
other words, allocate the consumers in the defined market to
similar groups (based on market needs, behavior or other
characteristics).
Targeting
There are many factors to consider when choosing a
target market. These factors include: firms strategy, the
attractiveness of the segment, the competitive rivalry of the
segment, the firms ability to successfully compete and so on.
Positioning
Firms

need

to

identify

how

to

position

their

products/brands in the target market. As it is likely that there


are already competitive offerings in the market, the firm needs
to work out how they can win market share from established
players. Typically this is achieved by being perceived by
consumers as being different, unique, superior, or as providing
greater value.
Brand experiences and perceptions are developed over
time through a variety of sources, including:
Previous experience with the brand
Interactions with sales, customer service, and other
employees
Recommendations from friends and colleagues
Reviews by reputable sources

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Advertising
Brand managers need to understand how customers
perceive and select brands in specific product categories and
market segments. You also need to know what is important to
customers when making a brand decision, where customers get
information about products and services, and what customers
think about your brand.

6.5 PROMOTION
Promotion is one of the market mix elements, and a term
used frequently in marketing. It is the specification of
five promotional mix or promotional plan. These elements are
personal

selling,

advertising,

sales

promotion, direct

marketing, and publicity. A promotional mix specifies how


much attention to pay to each of the five subcategories, and
how much money to budget for each. A promotional plan can
have a wide range of objectives, including: sales increases, new
product

acceptance,

creation

of brand

equity, positioning, competitive retaliations, or creation of


a corporate image. Fundamentally, however there are three
basic objectives of promotion. These are:
To present information to consumers as well as others.
To increase demand.
To differentiate a product.
There are different ways to promote a product in
different areas of media. Promoters use internet advertisement,

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special events, endorsements, and newspapers to advertise their


product. Many times with the purchase of a product there is an
incentive like discounts, free items, or a contest. This is to
increase the sales of a given product.
.

Chapter 7
DATA ANALYSIS AND
INTERPRETATION
7.1

Which mango drink is most preferred by the


customers?
SL.

Table 7.1
DRINKS

PERCENTA

GE

O
1
2
3
4
5

Maaza
Slice
Frooti
Maa
Others

29
35
27
6
3
Figure 7.1

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Most preferred mango drink by the customers


35
30
25
20
15

10

5
0

Maaza
29

Slice
35

Frooti
27

Maa

Otherss

Inference: 35% of the retailers suggested that the most


preferred mango drink by the customers is Slice. 29% of the
supermarkets opined it is Maaza. 27% of the respondents says
it is Frooti. And the least preferred drink by the customers is
Maa.
7.2

Among the following brands of HCCBPL, which do


you sell in your shop?

Table 7.2
SL. NO

BRANDS

PERCENTAGE

1
2

Minute Maid
Mazaa

57
43

Figure 7.2

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HCCBPL Brands

60
50
40
30
20
10
0

57
Minute Maid

43
Mazaa

Inference: 57% of the retailers sell minute maid brand of the


Coca- Cola Company. And the 43% of the respondents sell
Maaza.

7.3

What induces you to buy HCCBPL products?


Table 7.3

SL. NO
1
2
3
4
5

REASONS

PERCENTAGE

Price with
quantity
Health drink
Status symbol
Taste
Variety

35
9
15
39
2

Figure 7.3

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REASONS FOR BUYING


40
35
30
25
20
15
10
5
0

2
35

15

39

Inference: It is observed that 39% of the retailers buy


HCCBPL products because of its taste. 35% of the
supermarkets buy because of the price. 15% of the
respondents buy because of the status of the company. Health
drink and variety are the least inducing reasons.
7.4

Which type of packaging is preferred in Maaza?

Table 7.4
SL.

TYPES

OF

PERCENTA

PACKAGIN

O
1

G
Returnable Glass

2
3

Bottles
Pet Bottles
Tetra Pack

82
15

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Figure 7.4

Packaging Preffered
100%
90%
80%
70%
60%

50%
40%
30%

82

15

20%
10%
0%
Returnable Glass Bottles

Pet Bottles

Tetra Pack

Inference: 82% of the retailers prefer pet bottles in Maaza.


Tetra pack is preferred by 15% of the supermarkets. And the
remaining respondents prefer RGB.
7.5

Which pack do you consume the most?

Table 7.5
SL.

QUANTITY

PERCENTAG

NO
1
2
3

E
400ml
600ml
1.2L

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5
73
22

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Figure 7.5

Quantity
1.2L

22

600ml

73

400ml

10

20

30

40

50

60

70

80

Inference: It is seen that 73% of the retailers are of the


opinion that 600ml quantity of Maaza is most consumed by
the customers. 22% of the supermarkets opine that 1.2L is
consumed. And only 5% gave their opinion for 400ml.
7.6

Which age group prefers Maaza the most?


Table 7.6

SL. NO

CUSTOMERS

PERCENTAGE

1
2
3
4
5

School children
College students
Retailers
Travelers
Regular customers

4
30
8
14
44

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Figure 7.6

Customers

14%

School Children

8% 4%

College Students

30%

Retailers
Travellers
Regular Customers

44%

Inference: 44% of the retailers suggest that Maaza is mostly


preferred by the regular customers. 30% of the supermarkets
opine that it is preferred by college students. And the less
preferred groups are travelers, retailers and school children.
7.7

How frequently do you order for the product Maaza?

Table 7.7
SL. NO

ORDER

PERCENTAGE

1
2
3

Daily
Weekly
Once in a month

0
82
18

Figure 7.7

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Order

Once in a month; 18%

Weekly; 82%

Inference: Most of the retailers give order for the product


Maaza weekly. Supermarkets give order once in a month.

7.8

Rank the following HCCBPL products according to


taste and preference?
Table 7.8
SL. NO

PRODUCTS

PERCEN
TAGE

1
2
3
4
5
6

Maaza
M.M Orange Pulpy
M.M Apple Juice
M.M Mango Juice
M.M Nimbooz
M.M Mixed Fruit

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33
24
21
11
3
4

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M.M Gauva

Figure 7.8

Products
35
30
25
20
15
10
5
0

24
21
11
3

33

Inference: 33% of the retailers opine Maaza as the best


according to the taste and preference. 24% of the
supermarkets say that it is MM Orange Pulpy. And the
remaining respondents prefer other MM products.
7.9

Are you getting the supplies of juice products on


time?

Table 7.9
SL. NO

ON

TIME

1
2

DELIVERY
Yes
No

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PERCENTAGE
96
4

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Figure 7.9

On time Delivery
Yes

No

4%

96%

Inference: Majority of the respondents are satisfied with the


supply of the juice products. And only few are dissatisfied.

7.10 Do you face any problem with Maaza in any respect?

Table 7.10

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SL. NO

PROBLEM

PERCENTAGE

1
2

Yes
No

34
66

Figure 7.10

Problem

66
34

Yes
No

Inference: From the above data, it is seen that majority of the


respondents had no complaints with Maaza whereas a very
few had complaints regarding the product.

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7.11 Which kind of sales promotion activity do you think


attracts more customers?

Table 7.11
SL. NO

ACTIVITY

PERCENTA
GE

1
2
3

Discount
Combo Offers
Gift Vouchers

56
28
16

Figure 7.11

Activity
Discount

Combo Offers

Gift Vouchers

16%

28%

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Inference: From the above data, 56% of the retailers opine


discounts as the best sales promotion activity. 28% of the
supermarkets say it is the combo offers. And the remaining
16% of the respondents suggested gift vouchers.
7.12 Give your ratings to following attributes of Maaza?
Table 7.12
ATTRIBUT

VER

ES

GO

AVERA

BA

GE

VE

R
Y

Quality
Brand

49
51

29
27

18
16

3
4

1
2

Image
Availability
Packaging

48
51

30
29

15
12

5
7

2
1

Figure 7.12

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Attributes

60

Very Good

50

Good

40

Average

30

Bad

20

Very Bad

10
0

Inference: From the above graph, majority of the retailers are


satisfied with the quality, brand image, availability and
packaging of the product Maaza.
7.13 Rank which among the following are the most
important factors to increase the sales of Maaza?

Table 7.13
FACTORS

PERCENTAGE

Reduced prices

Changes in flavor

Seasonal variations

11

New Ads

67

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Packaging

18
Figure 7.13

Factors
1%
3%
18%

Reduced prices
Chnages in Flavor
Seasonal Variations
New Ads

11%

Packaging
68%

Inference: 67% of the retailers opined that a new ad is the


most important factor to increase the sales of Maaza.
Supermarkets are of the opinion that good packaging can
increase the sale. And the remaining suggested new flavors,
seasonal variations and reduced prices.
7.14 Do you think the customers will buy more, if the
company reduces the price?

Table 7.14
PRICING POLICY

PERCENTAGE

Yes
No

98
2

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Figure 7.14

Pricing Policy

No 2

Yes

98

20

40

60

80

100

120

Inference: 98% of the respondents opined that customer will


buy more if the pricing policy is reduced. And only 2% of the
respondents disagreed.
7.15 What do you think about the price of mango drinks?
Table 7.15
PRICE STRATEGY

PERCENTAGE

Very High
High
Medium
Low

0
11
83
6

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Figure 7.15

Price Strategy
83
90
80
70
60
50
40
30

11

20
10

0
Very High

High

Medium

Low

Inference: 83% of the retailers are of the opinion that the


pricing of mango drinks is medium. 11% of the supermarkets
think it is high. And only 6% of the respondents opined as
low.
7.16 Rank the competitors for Maaza?

Table 7.16
COMPETITORS

PERCENTAGE

Slice
Frooti
Maa

47
41
12

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Figure 7.16

Competitors
12
Slice
Frooti
47

Maa

41

Inference: Majority of the retailers are of the opinion that the


biggest competitor for Maaza is Slice. 41% of the
supermarkets think Frooti as its competitor. And only 12%
opined Maa as their competitor.
7.17 Rate your perception on HCCBPL Tetra pack
products?

Table 7.17
PERCEPTION

PERCENTAGE

Very good
Good

1
30

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Average
Bad

65
4

Figure 7.17

Perception

41

Very Good

30

Good
Average
Bad

65

Inference: It is seen that the perception of 65% of the retailers


regarding

HCCBPL

tetra

pack

products

is

average.

Supermarkets are of the opinion that it is good. And very few


respondents opined it is bad.

Chapter 8
FINDINGS AND SUGGESTIONS
8.1 FINDINGS
The most preferred mango drink by the customers is
Slice.

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57% of the retailers sell minute maid brands of


HCCBPL in their shops.

82% of the respondents give the order weekly for the


product Maaza.
33% of the retailers rank Maaza as highest according to
taste and preference.
The respondents are satisfied with the supplies of the
Coca Cola products.

The perception regarding the BCCBPL tetra pack


products is average by 65% of the retailers.

Maaza is preferred mostly by the regular customers. i.e.


44%.

The retailers are of the opinion that their competitor is


Slice as it is the most preferred drink in the market.

The most consumed pack is 600ml.


The most preferred package in Maaza is pet bottles.
83% of the retailers are satisfied with the pricing of
mango drinks.

98% of the retailers are sure that the customers will buy
more if there is a better pricing strategy.

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New ads and discounts are seen as the most important


factor to increase the sales of Maaza.

Taste is an important factor which induces retailers to


buy HCCBPL products.

8.2 SUGGESTIONS
The company has to make efforts to make the retailers
pleased and satisfied with their services as they play an
important part in the distribution network. So the
company should increase the retailer satisfaction by :

a. Providing better schemes and margin to the retailers will


help to uplift the sales volume of Maaza.
b. Small credit facilities to the retailers according to their
goodwill previous activities and functions will help to
sustain and generate retailers satisfaction and brand
loyalty among the retailers.
The company through its distributors has reached to the
masses. But the company must know that promotions in
the form of TV and print media are very important to
keep the product alive in the memory of people. The
management should take care that the advertisement of
MAAZA is done on an extensive scale to beat Slice. It
could boost up the sales of Maaza to maximum.

Providing Maaza as free sample with 2ltr soft drinks

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(sprite) of the company to the consumers as a sales


promotion tool will help Maaza to a wide range of brand
acceptability by the local residents.

In line with the product promotion for PET bottles of


Maaza, similar promotion for the tetra pack should also
be planned.

By improving more display provisions through better


POP displays can increase customer attention toward the
product Maaza.

Chapter 8
CONCLUSION
Soft drinks are an impulse product. The Indian
population is the largest in the world today which provides so
much of opportunity for the soft drink manufacturers. So,
they should implement apt strategies in order to attract more
customers and gain good market share.
From the above findings and suggestions, it can be
concluded that different pricing strategies, various promotional
activities like discount coupons, combo offers should be
followed in order to improve their sales, increase their market
share and gain market dominance over their competitors.
Market opportunity of Maaza can be widen through
keeping a sub unit of stock in Ernakulam district so that it can

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meet more retailers demand

timely, penetrating to the

competitors promotional strategies and taking accurate and


timely actions can help Maaza find a more strong position in
the market. Small credit facilities to the retailers will help to
sustain and generate retailers satisfaction and brand loyalty
among the retailers.
It can also be concluded that Coke products are having
high demand in the market and they need to improve in terms
of service to the retailers. Coke should concentrate more on the
factors that influence the customers purchase of coke products
like age

group, tastes

and preferences,

season, pricing,

quantity, availability, etc so that it attracts new customers and


also maintains the existing customers brand loyalty.
Chapter 9
BIBLIOGRAPHY
BOOKS
Marketing management by Philip Kotler
Organizational Behavior by Stephen Robins
WEBISTE
http://www.coca-colaindia.com/
http://www.investopedia.com/

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