MAINTAINENCE OF KEY ACCOUNTS IN SURAT

With Reference to HINDUSTAN COCA COLA BEVERAGRS PVT. LTD. SURAT

A Summer Project Report Submitted in Partial Fulfillment of award of MBA Degree

Project Guide(s) Prof. Samveg Patel

Submitted by Neha Shinde

Roll No: 103

Submitted to

S. K. PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES Gandhinagar, India July 2012 CERTIFICATE

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This is to certify that Mr. / Ms. ____________, student(s) of MBA 1st year of S. K. Patel Institute of Management and Computer Studies, has/have completed their/his/her Summer Project titled TYPE IN BOLD in the year 2012, in partial fulfillment of curriculum requirements for the award of MBA degree under Kadi Sarva Vishwa Vidhyalaya University.

Dr. N N Jani Director

Prof. Ranjani Srinivasan Coordinator

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DECLARATION

We/ I, hereby, declare that the Summer Internship Project

titled, MANAGING KEY

ACCOUNTS IN SURAT is original to the best of our/ knowledge and has not been published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award of the title of Master of Business Administration, only.

Student(s) Name(s) Neha Shinde 103

Signature

ACKNOWLEDGEMENT

I would like to express my heartiest gratitude to S.K.PATEL INSTITUTE OF MANAGEMENT AND COMPUTER STUDIES for giving me this opportunity to work as a trainee and serve such an huge MNC HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.

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I would like to express my heartiest gratitude to Mr. Suresh Alluvaliya , Mr.Rajnish Sharma and Mr. Abhijit Velhal HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. for giving opportunity to associate myself to the worlds largest soft drink company and to carry out my project ttitled MANAGING THE KEY ACCOUNTS OF HCCPL IN SURAT. I am sincerely thankful to Mr. Kuldeep Jhadhav (SALESTRAINER) under whose guidance I have successfully completed this training and the time spend with him has been a great learning experience. Due to his constant encouragement, warm response and guidance for filling every gap with valuable ideas that has made this training successful.

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TABLE OF CONTENTS

Chapter Topic CERTIFICATE DECLARATION ACKNOWLEDGEMENT EXECUTIVE SUMMARY 1 INTRODUCTION 2 RESEARCH METHODOLOGY 3 INDUSTRY PROFILE 4 COMPANY PROFILE 5 THEORETICAL ASPECTS OF STUDIES 7 RESEARCH FINDINGS 8 SUGGESTIONS 9 CONCLUSION

Page No. 2 3 4 6 9 11 17 38 56 58 61

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Page 6

Hindustan Coca-Cola Beverages Pvt. Ltd. Is well known brand in the beverages sector. This is a multinational company which has a great market cover in all over the world. In India HCCBPL is growing very fast and soft drinks are the basic needs of the Indian people. The reason for taking this project is to know about the beverages sector in India. There are two main players of this industry Pepsi Co. and Coca Cola.

Carbonated Soft Drinks are the third most consumed drinks across the world. According to the publication Global Soft drinks, published by the Zenith International. Total, Soft drink consumption is growing by around 5% a year. The Coca-Cola Company had about 60.5% share of the Indian soft drink market by this time. Coca-Cola lags rival PepsiCos brand Pepsi in Indias $10 billion beverages market and it has been trying to aggressively raise its market sharecutting some prices in the summer season for the first time since 2003.

The title of this project is MAINTAINANCE OF KEY ACCOUNTS IN SURAT. This includes the key accounts of Surat which includes Jewellery showrooms, Petrol Pumps, Automobiles Showrooms and Hotels Stay Inn. The objective behind taking this is to know what company is doing to expand its business and what all new areas it is finding to cover the market share. Other is to know about the competition among Coca-Cola and Pepsi Co. in Surat. What services are offered by both the companies to maintain their customers. The project also includes the sector covered by the company in Surat and the problems faced the company in serving their customers in Surat .

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Objectives 1) To study the market covered by Coca Cola in surat. 2) To study the horizontal expansion in surat. 3) To activate the key accounts in surat. Scope of study This study basically tries to discover the current position of Coca-cola in the market. It also tries to discover the preferences of the key account customers when posed with a choice between Coca-Cola and Pepsi. It is primarily directed to theCustomers of the key accounts but was done only in Surat Gujarat.

Method of collecting data Primary: Dairy noting and reported through excel fromat Secondary : companys website , from employee of the company

Data analysis : SWOT analysis and Poters five force model

Limitations Time is a constraint in the study, given more time analysis would have been better with greater sample size Non-cooperative approach and rude behaviour of some of the respondents.

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India has a population of more than 1/150 billions which is just behind China. According to the estimates, by 2030 India population will e around 1.450 billion and will surpass China to become the world largest in terms of population. Beverage Industry which is directly related to the population is expected to maintain a robust growth rate.

The price stability throughout the year has contributed to the increase in domestic liquor sales. The Indian beverage market offers hot options. The beverage industry is also the part of the FMCG industry. The beverage industry in India is being estimated to grow at 17% this year. For example: coca-cola in India reported a solid first quarter 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%, and eight quarters out of the 11 quarters had a double digit growth

BEVERAGES

ALCOHOLIC

NONALCOHOLIC

CARBONATED

NONCARBONATED

COLA

NON-COLA

NON-COLA

Soft drink industry is growing now at 6 7% annually. In India, coke and Pepsi have a combined market share of around 95% directly or through franchise. 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 drink producing units ( 60% being owned by Indian bottlers) in the country, employing about 125000 people. There Are two distinct segments of the market, cola and non-cola drinks. The cola segment claims a share of 62%, while the non-cola segment includes soda, clear lime, cloudy lime and drinks with orange and mango flavours.

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The price stability throughout the year has contributed to the increase in domestic liquor sales. The Indian beverage market offers hot options. The beverage industry is also the part of the FMCG industry. The beverage industry in India is being estimated to grow at 17% this year. For example: coca-cola in India reported a solid first quarter 2009 results not only despite a challenging economic environment, but also with unit case volume increasing by 31%, and eight quarters out of the 11 quarters had a double digit growth.

Coca-Cola remained the outright leader in carbonates in 2010 capturing 59% off-trade value sales. Comprising a stable that includes the top two brands (Thumps Up and Sprite) in terms of off-trade value sales in 2010, it has an impressive command of the off-trade market. PepsiCo was the only other mentionable player with a 38% off-trade value share in 2010. Sprite from CocaCola and Mountain Dew from PepsiCo were the highest growing brands in terms of off-trade value sales in 2010. Interestingly, Thumps Up registered extremely high growth in 2009 and 2010, surpassing Pepsi as the leading brand by total volumes in 2010

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The Early Days

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Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula changed hands three more times before Asa D. Candler added carbonation and by 2003, Coca-Cola was the worlds largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognized beverage brands in its portfolio. With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887and by 1895, was being sold in every state and territory in the United States. In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910.Headquartered in Atlanta with divisions and local operations in over 200 countries worldwide, Coca-Cola generated more than 70% of its income outside the United States. International expansion Cokes first international bottling plants opened in 1906 in Canada, Cuba, and Panama.Bythe end of the 1920s Coca-Cola was bottled in twenty-seven countries throughout the world and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and effective advertising a challenge with language, culture, and government regulation all serving as barriers. Former CEO Robert Woodruffs insistence that Coca-Cola wouldnt suffer the stigma of being an intrusive American product, and instead would use local bottles, caps, machinery, trucks, and personnel contributed to Cokes challenges as well with a lack of standard processes and training degrading quality. Coca-Cola continued working for over 80 years on Woodruffs goal: to make Coke available wherever and whenever consumers wanted it, in arms reach of desire.The Second World War proved to be the stimulus Coca-Cola needed to build effective capabilities around the world and achieve dominant global market share. As a result of Cokes status as a military supplier, Coca-Cola was exempt from sugar rationing and also received government subsidies to build bottling plants around the world to serve WW II troops.

From the beginning, Coke understood the importance of branding and the creation of distinct personality. Its catchy, well-liked slogans19 (Its the real thing (1942, 1969), Things go better with Coke (1963), Coke is it (1982), Cant beat the Feeling (1987), and a 1992 return to Cant beat the real thing) 20 linked that personality to the core values of each generation and established Coke as the authentic, relevant, and trusted refreshment of choice across the decades and around the globe.

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MISSION

To Refresh the World... In body, mind, and spirit To Inspire Moments of Optimism... Through our brands and our actions To Create Value and Make a Difference... Everywhere we engage.

VISION FOR SUSTAINABLE GROWTH

PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities. 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 beverage brands that anticipate and satisfy peoples Desires and needs. PARTNERS: Nurturing a winning network of partners and building mutual loyalty. PLANET: Being a responsible global citizen that makes a difference.

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Coca-Cola in India Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduces its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. With access to 53 of Parles plants and a well set bottling network, an excellent base for rapid introduction of the Companys International brands was formed. The Coca-Cola Company acquired soft drink brands like Thumps Up, Gold spot, Limca and Maaza which were floated by Parle, as these products had achieved a strong consumer base and formed a strong brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus these products became a part of range of products of the Coca-Cola Company. In 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. However, this was based on numerous commitments and stipulations which the Company agreed to implement in due course. One such major commitment was that, the Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favour of resident shareholders by June 2002. Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution, from 10tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. Think local, act local, is the mantra that Coca-Cola follows, with punch lines like Life ho to aisi for Urban India and Thanda Matlab Coca-Cola for Rural India. This resulted

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in a 37% growth rate in rural India visa-vie 24% growth seen in urban India. Between 2001 and 2003, the per capita consumption of cold drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of Rs.5 per bottle. This new market accounted for over 80% of Indias new CocaCola drinkers. At Coca-Cola, they have a long standing belief that everyone who touches their business should benefit, thereby inducing them to uphold these values, enabling the Company to achieve success, recognition and loyalty worldwide.

COBO FOBO CONTRACT PACKAGING

FIGURE: LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

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Organisation structure of the Sales department in HCCBPL

AGM/AOD

Plant Manager

Route to Market

Human Resource Manager

Finance Manager

General Sales Manager

Area Sales Manager

Channel Manager

Area Capability Manager

Sales Executive

Marketing

Sales Trainers

Market Developer

Key Accounts

Distributors And Salesmen

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PRODUCTS

Competitor Analysis
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Indian soft drinks market is controlled by two major multinationals namely Coca- Cola and Pepsi, which have carefully stifled out the local competition here in India. Penetrating tough Indian psychology and making their products feel accepted was the toughest challenge in front of them. A brief overview of the soft drinks giant biggest competitor will help in gaining a better insight of the soft drinks market in totality.

CURRENT MARKET POSITION There has been much controversy and debate on the market share standings between the two companies in the Indian subcontinent and a substantial and a consolidated figure has been unavailable for reference. This is mainly because both companies had approached different market research companies for making a study about the market share standings. Pepsi Co had approached IMRB (Indian Market Research Bureau) while Coca- Cola had entrusted this responsibility on ORG. According to the survey done by IMRB Pepsis market share was found to have increased from 47% to 49% while according to the study conducted by ORG CocaColas market share was claimed to be 59%. The battle for cola dominance in India is all set to have a new contender with South America based Ajegroup launching a new cola drink, Big Cola. The company has already invested in a unit at Patalganga, Maharashtra and is planning to expand its base to Maharashtra and Gujarat before spreading to the rest

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Objective 1 :

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To know market covering of Coca Cola in surat.

DISTRIBUTION ROUTES The various routes formulated by Coca Cola for distribution of products are as follows: Key Accounts: The customers in this category collectively contribute a large chunk of the total sales of the Company. It basically consists of organizations that buy large quantities of a product in one single transaction. The Company provides goods to these customers on credit, payments being made by them after a certain period of time i.e. either a month of half a month. Examples: Clubs, fine dine restaurants, hotels, multiplexes, Corporate houses etc. Future Consumption: This route consists of outlets of Coca-Cola products, wherein a considerable amount of stock is kept in order to use for future consumption. The stock does not exhaust within a day or two, instead as and when required stocks are stacked up by them so as to avoid shortage or non-availability of the product. Examples: Departmental stores, Super markets etc. Immediate Consumption: The outlets in this route are those which require stocks on a daily basis. The stocks of products in these outlets are not stored for future use instead, are exhausted on the same day and might run a little into the next day i.e. the products are consumed at a fast pace. Examples: Small sized bars and restaurants, educational institutions etc. General: Under this route, all the outlets that come in a particular area or an area along with its neighbouring areas are catered to. The consumption period is not taken into consideration in this particular route.

DISTRIBUTION SYSTEM
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 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. Indirect distribution: In indirect distribution, an organization which is not part of the CocaCola system has control on one or more of the distribution elements (Sales, delivery, merchandising and local account 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 who go into business locations to specifically merchandise our products. DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS The Distribution process mainly consists of three departments: Distribution Department: It appoints distributors and establishes a distribution network, processes approved sale orders and prepares invoices, arranges logistics and ship products, coordinates with distributors for collections and monitors distribution stocks and their set-up. Finance Department: It checks credit limits and approves sales orders in compliance with the credit policy followed by the firm, records collections from distributors, periodically reconciles outstanding balances from distributors, obtains balance confirmation from distributors and follows up outstanding balances. Shipping or Warehousing Department: It dispatches goods as per approved by order, ensures that stocks are dispatched on a FIFO basis, ensures physical control over load out area and updates warehouse stock records in a timely manner.

1. WARM DISPLAY RACK 2. SHELF DISPLAY

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SHELF DISPLAY

DISPLAY OF RACK

VISI COOLER

OPTIONAL ELEMENTS:-

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1. STANDEE 2. SIX MOBILE HANGER 3. VISI COOLER BRAND STRIP 4. WARM DISPLAY RACK 5. TABLE TOP RACK 6. TENT CARD Visual merchandising Visual merchandising is the activity of promoting the sale of goods, especially by their presentation in retail outlets.

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Outlet Segmentation Model for 2012

Introduction of Platinum VPO and Grocery-2, Cinema, Travel-1, and Travel-2 channels
Channel Type
Convenience
E&D Type - 1 E&D Type - 2 Grocery 1 (Traditional) Grocery 2 (Modern) Cinema (Single Screen) Travel 1 (Railway) Travel 2 (Bus Stand/Highway)

Based on consumption occasion

Annual KO VPO Platinum : >1500 cs Diamond : > 800 cs Gold : 500-799 cs Silver : 200-499 cs Bronze : < 200 cs

VPO Class

Income Class

Income level of locality

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2. CHANNEL (A) GROCERY STORE Grocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption. It includes all kirana stores, departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300ml

(B) EATING & DRINKING CHANNEL Eating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple opportunity to effect sales as people usually order something to drink along with food. It includes Restaurants Bars and Pubs Dhabas Cafes (C) EATING & DRINKING CHANNEL2 It includes bakery, sweet shops, tea shops, soft drink shops and juice centre. (D) CONVENIENCE CHANNEL Pan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml. 3INCOME GROUP. According to the income group of the area Low HighThose outlets where low income customer comes.

Medium- Those outlets where medium income customer comes. Those outlets where high income customer comes.

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TYPES OF VISI COOLER/CHEST Cooler - 2C/s 4C/s 7C/s 9C/s 20C/s 30C/s Chest- 4C/s 10C/s> above

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Objective 2 :

To study the horizontal expansion in surat

What is horizontal expansion?

Growth of a company based on expanding existing methods of business including expansion into other locations, addition of more stores, building more outlets for distributions, or enlarging a territory geographically. Expansion of business capacity through the absorption of facilities or buildings as well as through the acquisition of new equipment to handle an increased volume in sales in which the business is already engaged. In microeconomics and strategic management, the term Horizontal Expansion describes a type of ownership and control. It is a strategy used by a business or corporation that seeks to sell a type of product in numerous markets .Horizontal Expansion in marketing is much more common than Vertical Expansion is in production. Horizontal Expansion occurs when a firm is being taken over by, or merged with, another firm which is in the same industry and in the same stage of production as the merged firm, e.g. Pepsi has adopted strategy of Vertical Expansion by which Pepsi wants to improve its sale from Coke monopoly outlets, means Cokes monopoly outlets are being taken over by Pepsi now in this condition to improve its sale Coke need to open new outlets which is called Horizontal Expansion Strategy. A monopoly created through Horizontal Expansion is called a Horizontal Monopoly. This is the expansion of a firm within an industry in which it is already active for the purpose of increasing its share of the market for a particular product or service.

Planning. Doing things today to make us better tomorrow. Because the future belongs to those who make the hard decisions today. -Eaton Corporation Companies embrace strategic planning. Quest for higher revenues and profits.

Reason Of Horizontal Expansion?

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The ultimate objective of coke is to acquire more customer and serve them properly. While doing Horizontal Expansion take care to the competitors strategy. The main competitor is PEPSI, who has opted Vertical Expansion to generate more sell however Coke do not believe on Vertical Expansion because Vertical Expansion has limited preview so COKE is great believer in Horizontal Expansion and this strategy helped to the company to maintain its leadership in the soft drink industry. India is a big country having diversified taste and appearance and same character is reflected in their demography. Horizontal Expansion helps the company to serve the more people and more customers touch point because in the waste country many customers commutes.

The key accounts of coca-cola in surat includes 1. Jewelery shop 2. Automobiles showroom 3. Hotels stay inn 4. Petrol pumps

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How to Do Horizontal Expansion

To do Horizontal Expansion more efficiently we made a profit story and talk to the Shopkeepers according to that story.

Story

Salesperson hello sir, I am from Coke and I have a proposal that will surely increase your income. May I present you? Shopkeeper yes please present it Salesperson - Sir if you will start to sell coke at your place then it will give a nice and extra business to you. Shopkeeper- yes, but how it can increase my profit? Salesperson - Sir, if you purchase one caRET which cost you approx 300rs per caser which includes 29 glass bottels of rs10. It will cost you 8rs per bottle which you can sell at the market price which is 10rs. So you can make profit of 600rs. Shopkeeper But I do not think this much will work what about those stuffs that needs to support trading of Coke and I have to provide them like electricity, ice etc.. Salesperson: Yes sir, we are providing free coolers to you so that you dont need to have your own refrigerator and we are providing regular delivery so that you need not to make stock which consumes space. Shopkeeper Yes, I think it will be a nice idea to accept your offer

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1. Jewellery shops. ORRA Integrated gems pvt. Ltd.

D.Khushlalbhai jewellers

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Tanishq Titan Industries Ltd.

2. Automobiles showrooms

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3. Hotel Stay Inns Lords Plaza Hotel Yuvraj

Hotel Suncity

Hotel Merit

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Petrol Pumps Bharat petroleum

Indian oil

H P petroleum

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Ojective 3 :

To know how company manages the key accouts at surat.

Competitor work : The company first took a notice of all the work of the competitor company pepsico. The pepsico. In surat has the nice capture on the key accounts hotels stay inn. But in the various other sector the pepsico. Has not yet proceed. Growth opportunities: The growth in this horizontal expansion in Surat has a very good way. This is the new concept adopted by the company to increase the market of the coca cola in Surat as the way in this is clear.

Personal attention : The company is giving personal attention to all its customers. As these customers are giving good business to the company. It is very difficult to make any business our customer. Through this the company can make its market and explore its business. All type of services are provided by the company as and when required. Customer relationship: In any business customer relationship is very important. The company is maintaining good relations with the customers so that they will continue with the company and feels like the company as its own.

Problem solving : In Surat there are lot many problems faced by the company in the initial level. If the customer is having any problem with the services provided by the company then he can directly contact to the person responsible and that person gives personal attention n solving the problem. Affordable price: The company is proving an effective and affordable price to the customers so that they can buy as many as they want.

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Price List as of 17th March 2012 Pack 600 ML CSD 1250 - Coke 1250 2000 / 2250 LTR 600 ML SODA WATER 500 ML K.WATER 1000 ML K.WATER MAAZA 200 ML TETRA 600 ML MAAZA 1.2 Ltr MAAZA CAN 300 / SLIM & Diet Can 330 ml Slim Can 400 - mmpo / Rs.5 off 400 - Apple 400 - Mix Fruit MMPOMango Tetra MMPO - 400 Mango MMNF 200 - Tetra mmnf 400 Nimbu MRP Bottles per Consumer Price case 29 24 42 12 42 12 65 15 9 24 Price to Trade 696.00 504.00 504.00 585.00 360.00 654.00 462.00 462.00 543.00 328.00

10 17

24 12

240.00 212 204.00 152.00

12 30 55

27 24 12

324.00 720.00 660.00

270.00 672.00 607.00

20 20 20 20 20 12 20

24 24 24 24 24 27 24

480.00 480.00 480.00 480.00 480.00 324.00 480.00

444.00 444.00 432.00 432.00 432.00 270.00 432.00

12 20

27 24

324.00 480.00

270.00 432.00

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The observation was that Coca Cola has tough competition from Pepsi. It seems that in past few Years Coca Cola has become more aggressive in Promotion. In the city like Surat were consumers are mostly modern, young, adventurous, ready to spend quite sum of amount and full of excitement People company has got big market.

Whenever any customer goes to buy any jewellery and there they offered soft drink the first name comes in his mind is Thums up & when there is female she would opt for Coca Cola or Maaza.

Now people are more interested in buying Pet bottle instead of RGB bottles. There is lack of distribution services between Distributers & customer hotel stay inns. Customers demanded more for the fountain so that customer can get what he/she wants on his/her own. Distributors are not providing continuous services to areas of hotels because of which they are having many problems and they are shifting to pepsi. the key accounts

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The suggestions made in this section are based on the market study conducted as part of Coca-Cola India. The suggestions are arranged in order of priority, highest first. Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer.

The company should make hindrance free arrangement for its customers to make any feedback or suggestions as and when they feel. Coca-Colas distribution channel is mostly through retail. Whereas the competitors also concentrates more on the hotels. Coca-Cola should try to increase their distribution in these areas. The company must keep a watch on its primary competitors in market in order to be able to compete with them. The company should use new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole. The company should be always in a position to receive continuous feedback and suggestions from its customers/ consumers as well as from the market and try to solve it without any delay to establish its own good credibility. A strong watch should be kept on distributors so that the goodwill of the BRAND doesnt get affected.

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Conclusion

Soft drink industry is growing day by day. Its most of sales comes in summers but still number of sales in other sessions is also growing. After thorough study, we come to the conclusion that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. But for growth of Coke there is need of continuous good economic condition of the nation. The more increase in peoples disposable income coke will benefit. Despite of being in news due to much rough reason coke is more involve in PR activity. The Coca-Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their families around the world. Coca-Cola has always had a close consumer and supplier relationship with its customers. Its entertaining and colorful advertisements have always and will always rock the media. Indian rock stars, sportsmen, and actors have played a very vital role in making Coca-Cola such a popular beverage.

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Bibliography

Web sites:

www.cocacolaindia.com www.scribd.com www.cocacola.com http://www.4-traders.com/THE-COCA-COLA-COMPANY-4819/strategies-strategies/Openhappiness-30913/

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