EXECUTIVE SUMMARY Today cold drinks have become an important item of refreshment. Cold drinks are an important part of each and every occasion that provides freshness. Worldwide, Coca-Cola and Pepsi are well known as the best soft drinks in the field of beverages. Under the present scenario companies are facing major problem that is “How to meet the consumer need. ” The mind of the consumer is very unpredictable and it is very difficult to know what is going in the mind of the consumer. In today’s market situation, consumer has various options and choice.
He can choose the best options available in the market, which gives them better service for the long time. So, in order to fulfill all the needs and demands of the consumer, the manufacturing companies should concentrate on the distribution channel and should make an effective and efficient distribution network. As we all know that the distribution channel is only one way through which the product is reaches to its consumer. So the company should have an effective distribution network which satisfy the demand and provide services to the consumer.
In India, Coca-Cola and Pepsi are the main beverages making companies. These companies have flooded the market with various brands of beverages. The objective of the study is to study the distribution channel of COCA-COLA pvt. Ltd. In There are 8 distributors Nagpur market and to find out the factors responsible for low distribution and suggest the measure to improve the scenario. In Nagpur, coca-cola pvt. Ltd. is one of the bottling plants of Coca-Cola Company which is situated in Maharashtra in MIDC, Hingna, and Nagpur-440028.
Of Coca-Cola in Nagpur region. And there are 7000 retailers under these distributors but it was not possible to cover all the retailers so as a sample has been taken for the study under these distributors. To under the procurement of new for coke by visiting at Nagpur. Required information has been collected through questionnaires and personnel interview with retailers. This information is presented in the form of charts, tables and graphs as the requirement. Data has been analysis accordingly and conclusion has been drawn based on the data analysis.
Possible suggestion has been recommended at the end of the study. The major finding and conclusion of the research study conducted by the researcher are given in brief as under:- 1. 1. COCA-COLA IN INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India.
After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation’s top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets.
Leading Indian brands joined the Company’s international family of brands, including Coca – Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international investors. By 2003, Coca-Cola India had won the Prestigious Woodruff Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality.
Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003. In 2003, Coca-Cola had 17 manufacturing units, 60 distribution centers catering to 5,000 distributors and one million retail outlets, serviced via trucks and three-wheelers. Coca-Cola directly employed 10,000 people.
Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven Wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling. Operations and network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process. Almost all the goods and services required to produce and market. Coca-Cola in India are made locally, sometimes with the help of technology and skills from the Company.
The complexity of the consumer soft drink market demanded a distribution process to Support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities. In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks. While The Coca-Cola Company is a global company with some of the world’s most widely recognized brands, the Coca-Cola business in India, as in each country where coca-cola operate, is a local business.
Our beverages are produced locally, employing Indian citizens, our product range and marketing reflect Indian tastes and lifestyles, and we are deeply involved in the life of the local communities in which we operate. BOTTLING OPERATIONS The Coca-Cola system in India comprises 27 wholly-owned Company-owned bottling operations and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also manufactures a range of products for the Company. Almost all the goods and services required to produce and market Coca-Cola in India are made locally, sometimes with the help of technology and skills from the Company.
CREATION OF THE IDEA OF THE SOFT DRINK: In olden days people used to quench their thirst by taking “Water” and “Ganna Juice” or they use “Lemon water” (a concentrate of water lemon and sugar) or fruit juice which is still prevailing in the market. But as we know people became more and more 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. 1. 2. AIM AND OBJECTIVES 1. AIM:- To study the procurement of new order of coke by visiting at nagpur . 2. Objectives:
The aim that has been kept during the research work for the objective to be accomplished and the aspect/ area to be covered during the research are highlighted below:- (i)To generate consumer interest including trials to enlarge the market. (ii)To improve its position in the market. (iii)To modify the attitudes and understanding of the customer. (iv)To generate inquiries from the target customer group for customer contacts. (v)To safeguard outlets from canalization. (vi)To increase the rate of purchase for increasing the sale. (vii)To know whether retailers are satisfied with company’s distribution network. viii)To know the scheme that is given by the retailers to the consumer to increase the sale. 1. 3. Mission, Vision & Values MISSION Everything we do is inspired by our enduring 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 To achieve sustainable growth, we have established a vision with clear goals. •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 VALUES We are guided by shared values that we will live by as a company and as individuals. •Leadership: “The courage to shape a better future” •Passion: “Committed in heart and mind” •Integrity: “Be real” •Accountability: “If it is to be, it’s up to me” •Collaboration: “Leverage collective genius” •Innovation: “Seek, imagine, create, delight” •Quality: “What we do, we do well”
