A PROJECT REPORT ON " Parameter to Increase Sale " At HINDUSTAN COCA-COLA BEVRAGES PVT.LTD Mehandiganj,Rajatalab,Varanasi--221311 VIKRANT KUMAR MBA SUBMITTED IN PARTIAL FULFILLMENT OF THE DEGEE OF MASTERS OF BUSINESS ADMINISTRATION UNIVERSITY OF PUNE THROUGH S.B.PATIL INSTITUDE OF MANAGEMENT, AKURDI,PUNE-44 2010-2012 ACKNOWLEDGEMENT & DECLARATION Acknowledgement Co-operation and building up of moral are the essence of success. These are two factors that go a long way in achieving it. It is a Herculean task, which lacks these two determinants of success. Summer training was an exposure to corporate environment. It was an opportunity and great pleasure for me to be in such an environment and having interaction with concerned people. It was wonderful experience to work for a world recognized & MNC Hindutan coca cola beverage pvt. Ltd. It helped me to understand the pratical side of business . It was challenging & enlighting association with the company. Which help me to understand reality of work place and how to manage the personal life with work and also helped me to be more prepared for other industry. There are many persons who helped me during the course of my project . I am grateful to all those who helped me directly and indirectly to prepared this project. I am very thankful to Mr. Ajay Singh ( HR Manager ) Mr. Susheel Patail ( CDE ) Mr. Pramod Singh (Sale Excutive ) Mr. salim ( MD. ). Prof Vinay kumar, Faculty, SBPIM, Pune, who was in the role of my Faculty Guide, left no stone unturned in guiding me along the course of my Summer Training Project work. I am grateful to them those given me this opportunity to work on such type of project, without their, it is not possible for me to complete the project. Finally, to my parents, for all the tea and care with which they overwhelmed me through these long months of creation. I sincerely hope that my first venue in this field is appreciated. Offering thanks, Vikrant Kumar . declaration I hereby that I have worked on the topic ³Parameters to increase sale´of Coke in th th Varanasi from 30 May 2011 to 20 JULY 2011 All the information that has been collected, analyzed and documented for the project is authentic possession to me. I would like to categorically mention that the work here has neither been purchased nor acquired by any other unfair means. The data and information existing in this report are accurate and update to the current data, to the best of our knowledge. However, for this purpose of the project, information already compiled in many sources has been utilized. All information in this report is true representation oh what I have experienced during the project. 4 Executive Summary As a part of academics and to expand knowledge horizons, I have undertaken a project³Parameters to increase sale´of Coke in Varanasi at HCCB Pvt. Ltd, Varanasi..The project was aimed at Analysis and enhance the market opportunities for coca-cola in Varanasi. Project title:-³ DIFFERENT PARAMETERES WHICH COCA COLA HAS ADOPTED TO ITS SALE OBJECTIVES 1> Analysis and enhance the market opportunities for coca-cola in Varanasi. 2> To find the reasons from the retailer for not selling coke product. 3> To create awareness among new retailers about the company brand value ,product line & profit ratio. 4> To find out the reasons behind their unawareness 5> To find out the new ways to make them aware about different offers. 6> To maximize the market share of coke in Varanasi region by making agreement with dealers & retailers. 7> Try to form & convert exiting outlet as coke monopolists by explaining them the profit story and providing them with special discounts & schemes. : COMPANY PROFILE It includes information about the company, its formation, areas of excellence, code of conduct and products. 5 MARKET Area of project was Varanasi city, especially lahurabir, maidagin ,maedahiya,& ramkatora under the supervision of route excutive of the market Mr. pramod Singh and route market developer Mr.Salim Approach 1> To get the compass list and to do list from sales executives 2>According to compass list sit to each & every outlet 3>Try to availability of product according to channels and category .4>Try to availability of visibility and activation at each an d every and every outlet 5> If there is any type of problems, try to solve and report to the sales executives and market developer 6> To make the each and every outlet satisfied Research Methodology: Research in common parlance refers to search of knowledge. Research can also be defined as a scientific search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. It deals with the project approach, sampling method / tools used, sources of data collection and respondents of the company that lead to the framing of the project. y data analysis and Interpretation 6 This includes the analysis of questionnaire¶s that were used for interviewing the respondents. On the basis of the information obtained after the interviewing outlet owners, their views or opinions are assessed and suggestions were given to company which will help them for expanding their business in various kind of market. y Observation and Findings: Through the study of Horizontal Expansion strategy follow the company led me to the following findings: y Outlet owner are more concern about schemes like offers on cases, under crown schemes etc and Pepsi is providing them better schemes then Coke. y Distributer is more concern about Wholesaler rather than Retailer. y As per policy, both companies are not entitled to collect competitor empty bottles from the shops but Pepsi is not adhering to it. Therefore this hampering the business of coca-cola in the market as Pepsi is more preferable to carry on the business in a suave manner. y It has been found that the shopkeepers has strongly responded to the option of switching to the brand (Pepsi) when it has been inquired that what will they do in order to continue trading at the time when their preferred brand is not been delivered properly. y The shopkeepers have nodded to the view that schemes offered to them as per the policies of the company plays a significant role in increasing profitability. y As per the notes taken apart from the data in the questionnaire it has been discovered that PEPSI offers more schemes to the shopkeepers who is vindictive for the company. 7 8 CHPTER NO CONTENTS PAGES EXECUTIVE SUMMARY 1 INTRODUCTION 1.1 Introduction to the subject 1.2 Objectives of the study 1.3 Selection of the topic 1.4 Need of the study 1.5 Objectives of the study 1.6 Scope of horizontal expansation 2 COMPANY PROFILE 2.1 Introduction to company 2.2 Vision and Mission 2.3 Product Profile 3 LITERATURE REVIEW 4 RESEARCH METHODOLOGY 4.1 Methods of sampling 4.2 Data Collection 4.3 Sample size 4.4 Data analysis Techniques 4.5 Limitation of the project 5 DATA ANALYSIS & INTERPRETATION 5.1 Tabulation of Data 5.2 Graphical Representation 6 CONCLUSION Observation & Findings Suggestions 7 Bibliography Annexure 9 dU T INRO C ION 10 1.1: Introduction to the subject:- What is Parameter to Increase Sale? The parameters adopt by coca-cola to increase its sales are as follows y horizontal Expansion y Under 40 outlets y New Product Development 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 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 it¶s sale from Coke monopoly outlets, means Coke¶s monopoly outlets are being taken over by Pepsi now in this condition to improve it¶s sale Coke ne ed 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. 11 UNDER 4O OUTLETS The strategy refers to increase the performance of exiting outlets whose performance are decreasing in last few months so that its helps to increase the sales of the company. The strategy includes some parameters which is adopted to improve the performance. The parameters mainly focus on Vesicooler, Availability of the product and Activation NEW PRODUCT DEVELOPMENT Coca cola has launched its NPD before four months in march 2010 as MMNF(minute maidnimbu fresh) before MMNF, it has already launched MMPO (minute maid pulpy orange) as its NPD which was not successful as MMNF due to some reasons like less promotion activities etc. MMNF & MMPO both are variety of juice in coca cola. NPD play an important role in increasing market share of coca-cola. Minute Maid Nimbu Fresh cold drink no gas only based on lemon juice. It is a non-aerated soft drink and market competitor nimbuz of pepsi.