sohrab & faisal ppt
TRANSCRIPT
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SUMMER TRAINING PRESENTATION
ON:
HORIZONTAL EXPANSION OF COCA COLA IN LUCKNOW
BY-
MD SOHRAB KHANSYED MOHD FAISAL
SUPERVISOR:
CHITRESH TIWARI
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CONTENTS
COMPANY PROFILE
INTRODUCTION OF COCA-COLA COMPANY
INTRODUCTION TO THE PROJECT
BENEFITS OF HORIZONTAL EXPANSION
OBJECTIVES OF STUDY
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDINGS
CONCLUSION
RECOMMENDATIONS
LIMITATION
SUGGESTIONS
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COMPANY PROFILE:
NAME: COCA COLA PVT LTD
FOUNDED :1886
HEAD QUARTER:ATLANTA GEORGIA,USA
INDUSTRY:BEVERAGES
CEO & PRESIDENT : MUHTAR KENT
Founder(s) :Asa Griggs Candler
Employees146,200 (Dec 2011)
REVENUE:$2.31 BILLION
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Introduction of Coca-Cola Company
Dr. John Smith Pemberton for the first time produced the syrupfor Coca-Cola on May 8, 1886.
The name was suggested by john Timbertop's bookkeeper frank
Robinson.
The world's largest beverage company.
While much of the world has changed since 1886.
Consumers in all over the world reach for the products of The
coca- cola company more than a billion time every single day .
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Introduction to the Project
Horizontal Expansion:
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 isalready engaged.
It is a strategy used by a business or corporation that
seeks to sell a type of product in numerous markets.
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Reason for Expansion
The ultimate objective of coke is to acquire more
customers and serve them properly. While doing
Horizontal Expansion take care to the competitors
strategy. The main competitor is PEPSI, who has optedVertical 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.
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Benefits of Horizontal Expansion
Provides Incremental Volume & Revenue for Business.
By horizontal expansion there will be more outlets of our
product in the market which will sell our product in more
quantity. This will generate incremental revenue for thebusiness.
Increase market visibility selling at more outlets give
more market visibility of the product which gives higher
product recognition and brand value to the products. Increase in market power over supplier and down stream
market channels.
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Products
Coca-cola
Thums Up
SpriteLimca
Fanta
MaazaKinley etc.
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Objectives of study
To understand the concept of Horizontal Expansion.
To evaluate the existing resources.
To analyze the development of the business and expansion of
market coverage.
To know the benefit of Horizontal Expansion for the companyat retailers end.
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FRANCHIES OVERVIEW
Brindavan
bottlers
Lucknow Sitapur BarabankiBarabanki
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Research Methodology:
Research Type: Descriptive research
Method of research: Survey
Types of data: Mainly primary data & some secondary.
Sources of data: Questionnaire, discussion,
Bulletin
Sample size: 110 outlets
Place : Lucknow
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DATA ANALYSIS
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1. Number of outlets needs activation elements?
Activated= 35 Not activated=75
32%
68%
Activated Non Activated
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2. Number of outlets having only coca cola product?
26%
56%
18%
Coke Both no coke
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3. Number of outlet located at prime position?
Prime position-25 No prime position-85
23%
77%
Prime position No Prime position
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4. Distribution of trade channel
Convenience- 69 Grocery- 21 E&D- 20
63%
19%
18%
Convenience Grocery E&D
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5.Sales wise status of outlet distribution.
Diamond
Gold Silverbronze
8.18% 15.45%30%
45%
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6. Number of outlet need GLASS ORDER DEMAND.
GOD required- 83 No required- 27
75.45%
24.54%
GOD required
No required
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FINDINGS
Problem in supply.
32% of outlet were ready to keep coke product while remaining
68% outlets were not ready with the given profit margin.
25% of visited outlet, visi cooler are having only coke product
and 75% of outlets were having both the product.
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23% of VISICOOLER are at prime position where consumer
can see our product and choose as per there need.
63% outlets are convenience store, 18% are under the E&D and
remain under 19% are glossary shop.
30% market cover under the silver categories where as remaining
8%, 16%, 45% are under diamond, gold, bronze respectively.
Cont
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Conclusion:
Coca-Cola is the growing soft drink brand inLUCKNOW region & most selling brand in the region isTHUMPS UP, SPRITE AND MAAZA.
Prime position of VISICOOLER outside the outlet playsan important role in the selection of the soft drink bycustomer.
Few activation elements like Table Top, Glow ShineBoard, Hanger; Road Stand plays a major role in
increasing sell of the soft drink. Supply of product as well as stock keeping unit is not up
to the mark.
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Recommendation
Efficiency in supply chain should be increased by eliminatingunnecessary intermediaries.
Should adopt aggressive marketing strategy.
Regular visit to distributors.
Sales promotion and advertising to be made more frequent forbrand building.
Communications should be improved.
Fulfill the Demand of product by company. In the field of sales
situation. Company should make plans for better performance to the
sales man.
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Contd
Company should be implementing the customer's suggestions
and complaints about products, service policies, price changes,
advertising companies etc.
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Suggestions
Marketing Executive needs to visit all the outlets regularly to
keep the VISICOOLER core.
Sales Executive should try to increase sell of product so that
maximum outlets could the benefit of up gradation.
Sales Executive need to put effort to increase the required
number of GOD as per the VISICOOLER size that they can
keep 3day stock to meet the demand.
Delivery must on time.
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Limitations
1) The time period of study was only for two month so it was
not possible to cover all the areas.
2) The area of survey was Lucknow district and it focuses
only urban area up on which whole perception can not be
made.
3) The training was carried on in the peak season so market
developer was not so supportive.
4) Some respondents left some of the questions unanswered
which created problem in drawing right conclusion.
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QUESTIONNAIRE
Q.1 which brand do you sell more?
A. Coca Cola C) Pepsi
B. other
Q. 2 Do customers prefer to buy such brand
beverage, which is very much advertised?
a) Yes b) Somewhat
c) Cant say d) No
COCA-
COLA
55%PEPSI
35%
OTHER
10%
60%15%
20%
5% YES
SOMEWHAT
CAN'T SAY
NO
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Q.3 While buying beverage, what does customers give more
preference to?
a) Quality b) Price
c) Brand d) Others
Q.4 what is most attractive to you in our hoardings?
a) Size b) Design
c) Colors d) Visibility
QUALITY
25%
PRICE
5%
BRAND
65%
OTHER
5%
SIZE
25%
COLORS
15%
DESIGN
42%
VISIBILITY
18%
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Q.3 which companys official visit more frequently?
a)Coke b) Pepsi
c) Both d) none
Q.4 Which company provide better delivery?
a)Coke b) Pepsi
c) Both d) none
coke
35%
pepsi
30%
both
27%
none
8%
coke41%
pepsi
53%
both
3%
none
3%