A

PROJECT REPORT
ON

Power Cooler SPLASH BAR

IN
BRINDAVAN BEVERAGES PRIVATE LIMITED, PARSAKHERA

TRAINING REPORT
SUBMITTED TOWARDS PARTIAL FULFILLMENT OF
THE AWARD OF DEGREE

MASTER OF BUSINESS ADMINISTRATION (M.B.A)

Session: 2015-17

Under the Guidance Of: Submitted

By:
Mr. Tarun Sharma Amit kumar
pali
(Sr. Executive Marketing Roll No-
151175044006
M.B.A.
(Marketing)
3rd Semester
DEPARTMENT OF BUSINESS ADMINISTRATION
BUNDELKHAND UNIVERSITY, JHANSI (U.P.) 2016
 ACKNOWLEDGEMENT

It gives me immense pleasure to present this project report on SPLASH BAR. This project is the result of time,
efforts and knowledge contributed by various Member of the organization. This was the great experience for me
as in this I Got the opportunity to learn and experience the corporate world.

First and foremost, I would like to thank my faculty guide MR. SANJAY MISHRA for the valuable guidance
and advice. He inspired me greatly to work in this project. His willingness to motivate me, contributed
tremendously to my project.

I would also like to express my gratitude to MR. TARUN SHARMA, COCA COLA for his Continuous support,
encouragement and valuable inputs.

Besides, I would also like to convey thanks to ALL BBPL SALES & MARKETING TEAM for providing us with
good environment and facilities to complete this project.

AMIT KUMAR PALI

III SEM
MBA -MARKETING
BUNDELKHAND UNIVERSITY, JHANSI
 COCA-COLA: THE STORY BEHIND

In 1886, Dr. John Pemberton was created the formula of Coca-Cola, a pharmacist in Atlanta,
Georgia. The drink was sold ad-refreshing elixir at the fountain counter of Jacobs Pharmacy of
which Dr. John Pemberton was part owner, unaware that the pharmacist had given birth to
caramel colored syrup, which is now the chief ingredient of the worlds favorite drink. Today the
white-on-red flow of Coca-Cola is familiar sight in more then 195 countries. The syrup combines
with the carbonate water to fuel a $16.2 billion corporation that has captured a 46% slice of the
global soft drinks market. The company estimates that the drink is served more than 773 million
times every day and if all Coke ever produced were filed in standards bottles and placed end to
end it would wrap around the equator 21, 161 times.

The story of Coca-Cola is a story of a drink and its charm with the consumed. The story of ecstasy
and again that the drink has caused to those dedicated to its growth Pemberton first managed to
sell and average of 9 drinks per day, though a shop called Jacobs Pharmacy, in 1891, Candler
bought Coca-Cola company with the initial stock of $1,00,000. Coca-Cola was registered at the
US patent office in 1893, and began selling at soda fountains for 5 cents a glass of therapeutic
refreshment 1894; I got into bottles, courtesy a candy merchant Joseph Boedenharn of
Mississippi.

Five years later; the drink was being bottled on a regular basis under a region wise franchising
system; and its first competitor Pepsi Cola, Coca-Colas first bottling plant opened in Chattanooga,
Tennessee followed by another in Atlanta in 1900. The unique taste of cola was an outstanding
success. Over the next two decade the number of plants crossed 1000. In a bit to difference the
product, the company adopted 6.5 ounce, pale green contour bottle designed by the root glass
company of Terri Haute, Indiana. Today it is an intrinsic of the brand.

The company broadened its horizons when Robert Woodruff the son of a banker who acquired to
Company for $25 million in 1919, assumed charge in 1923. He began by upgrading bottling
operations, brought in innovations like a six-bottle carry home carton, and gear up advertising
support. It was under Wood Ruff that the brand. Known affectionately as coke by now associated it
self with sportive events. By the early 1940s the brand was selling as the real thing to set it self
apart from me to Colas.
As a time went by the company brought out some new aerated drinks. The first one Fanta
appeared in the selves in 1960. Its birth was an accident; the companys German name is an
attempt to produce Coca-Cola without some key ingredients, turned out into an orange flavored
drink instead. Its strategists who feared the dependence on just one put a cap on growth
welcomed it. While fanta was being rolled out the company bought minute made cosrp. This in
1967 was combined with Duncan foods to pave way for the Coca-Cola foods. Several beverages
followed the most notable being Sprite, a lemon drink developed in the late 1950 and formally
launched in 1961.

Coca-Cola had diversified the company into businesses and it even had a steam generator and
boiler making division. Robert. C. Goizueta, Cuban born 27 years veteran took over as the Coca-
Cola unlike Pepsi Company depended on a single brand. The best insurance policy that he figured
was to let coke evolve to the summer slacking it with variants, even reinventing if needed. In
1982, the company launched what is now considered among the worlds most successful brand
extensions Diet Coke under the leadership of Sergio Zyman, the head of us marketing. The idea
was to retain the loyalty for the health conscious drinker who loved the taste but hated the
calories. After this it came out with caffeine free versions of its main drinks. Yet in the US the
company kept losing ground to Pepsi. Zyman, a former Pepsi marketer argued that the correct
strategy was to replace 98 year old with better tasting cola, label it as New Coke and blare the
news which is exactly what the company did more than a decode ago in 1985. But when placed
on the shelves it did not budge. On wide spread protest it was recalled after 79 days. The
company has about 100 brands in its portfolio but Coke, Fanta and Sprite account for most of its
sales. In 1994, the real things coke sold over 52.5 billion liters. For the taste of it diet coke along
with Coca-Cola light sold 8.5 billion liters, which makes it the worlds two top non-cola drinks sold
over 6.5 billion liters each. Which sprite aimed at the independent youngster two does not care
what as others drink (the as line obey youre a thrust)? In 1993, Coca-Cola reentered India after
16 years long exile, four years Pepsi made its debut India. While Coke plays on brand nostalgia,
Pepsi address the young crowd, which unlike a in America is a dominate ort if the population here.
 Vision and Mission

The Coca-Cola Company and its bottling partners developed a 2020 Vision in
2009. This vision is a roadmap to doubling their global system revenues in
the next 10 years by focusing on six key areas: profit, people, portfolio,
partners, planet, and productivity (The Coca-Cola Company, 2014). The
mission statement of the Coca-Cola Company is: To refresh the world in mind,
body and spirit. To inspire moments of optimism through our brands and
actions. To create value and make a difference everywhere we engage.

Goals and Objectives

The Coca-Cola Company is a leader in the beverage industry with a reputable brand and strong
global presence. According to the Coca-Cola Companys mission statement and 2020 Vision, some
of its goals include:

Increase profit by cutting down costs through productive and efficient production facilities;

Focus on environment friendly bottling production and enforce sustainability;

Continue to diversify its portfolio through innovations and partnerships, keeping consumer
demands in mind;

Increase annual operating income by 6-8% in order to double their revenue by 2020.
 SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 900
million people; the Indian soft drinks market was only of 200 cases per year. This
was very low even compared to Pakistan and Philippines. Population and potential
market are two major reasons for major multinational companies of entering India.
They feel that a huge population coupled with low consumption can only lead to an
increase in the soft drink market. Another increase in the sale of soft drinks in the
scorching heat and the climate of India, which is suitable for high sale of soft drinks.
All these factors together have contributed to a 30% growth in the soft drinks
industry. If the demand continues growing at the same rate, within two years the
volume could touch 1 billion cases. All these factors are the reasons for the entry
two giant of the soft drink industry of the world to enter the Indian market. These
two giants Pepsi and Coca-Cola, themselves share 96% of the soft drink market
share. Cadburys Schweppes, Campa Cola and other soft drink brands share rest.
But was the scene same 20 years ago? The answer is No. 1970 was the year of
pure soft drinks Campa Cola and Parle people (Thumsup and Limca).

Soft drink consists of a flavor base, sweetener and carbonated water. In general
terms non-alcoholic drinks are considered as soft drinks this name soft drink was
given by Americans as against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft drink are
concentrate and syrup producers, bottlers and retail channel. Concentrate
producers manufacture basic soft drink flavors and retail channel refers to business
location that tells or serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before hand, but is an
impulse purchase. Lots of sale depends upon the strength of merchandizing done at
the pint of sale.

It all begin in 1977, a change in government at the center led the exit of Coca-Cola
which preferred to quit rather diluting its equity to 40% in compliance with the
Foreign Exchange Regulation Act (FERA). The first national cola drink to pop up was
double seven. In the meantime, Pure Drinks, Delhi on cokes exit, switched over to
Campa Cola.
The beginning of 1980s saw the birth of another cola drink, Thumsup, Parle the
Gold Spot people, launched it in 1978-79, as Refreshing Cola. By the mid-eighties
Mc Dowells launched Thrill, and by the late eighties three was Double Cola, which
entered in India market, as a NRO run out fit with its plant in Nasik {Maharastra},
in 1978 Parle, Indian soft drinks market (Share 33%) with its Gold Spot and Limca
brands. Later Thumsup also started Thumsup. At the same time the threat to the
Indian soft drinks was that of fruit drinks. In 1988, fruit drinks market was valued at
Rs. 40 crores and grew at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1800 crore soft drink market
(i.e. 5 Parle Export brands of Thumsups, Limca, Gold Spot, Citra & Maaza).
Today the scene has changed making it a direct battle between two giant Coca-Cola
and Pepsi. The picture will become clearer by looking ate the Indian market shares
in the beverages Industry.

One of the strongest weapons in Coke armory is the flexibility it has empowered its
people with. In coke every employee, may he be a manager or salesmen, have an
authority to take whatever steps he or she feels will make the consumers aware of
the brand and increase its consumption. Thus coke believes in establishing and
nurturing creditability of the salesmen and making commitment to grow business in
accounts. All these factors together led to a high growth in the Indian market and
constantly increasing market share.
The Flavours of Soft Drinks is currently running in
the Market

Coke teams along brands like: -

Coke
Fanta
ThumsUp
Limca
Sprite
Kinley Soda
Maaza
Kinley Water

Pepsi follows with the brands like: -

Lehar Pepsi
Mirinda
Teem
Slice
Lehar Soda
 7 UP
Mountain Dew
Aquafina
THE FUTURE OF COCA-COLA

While doing business overseas offers Coke wonderful growth opportunities it also
has its own disadvantages. The economic slowdown in various overseas markets
and the strong dollar had their impact on Coca-Cola revenues and bottom line in
1998. But the company optimistic about the future.

M. Douglas investor, the Chief Executive Officer of the Coca-Cola Company says,
The past year 1998 has been a challenging period for the Coca-Cola Company as
economic environment became more uncertain in the later part of 1998, and we
strongly believe that our fundamental opportunities for long term growth have not
changed.

As long as maximization of share holder wealth remain Cokes focus for its future is
assured Goizueta had stated and proven to the world that focus on shareholder
wealth does more good to the company than focus on revenues and it is not that
coke does not enjoy volumes for it is worlds No. 1 soft drink manufacture. It is not
content with this title and is aiming at higher volumes year after year. Surely coke
will continue to grow. Point on Roberto had reduced the company basically to its
trademark and the returns are so astronomical as to be off the boards. It just
absolutely added a jet engine to their performance.
 BRIEF OF THE ORGANIZATION

Brindavan Beverages Pvt. Ltd, a bottling company was started during the year 1986 in
Bangalore due to the humble services by Mr. S.N.Ladhani, the Managing Director of the
company, with and initial capital of Rs. 25 Lac. Brindavan Beverages Pvt. Ltd has a
franchisee agreement with Parle exports for hundred years to manufacture and sell its
products.

During November 1993, Parle export sold all its 60 franchises to Coca-Cola in India in order
to compete with Pepsi. Each franchisee can cover up 17 districts. The companys
manufacturing and selling Thumsup, Coke, Limca, Fanta, Maaza, Kinley Soda for Bareilly
franchisee. This is also serving the nearby districts such as Badaun, Moradabad, Rampur,
Pilibhit, Shahjahanpur, Lakhimpur Khiri.

M/s Brindavan Beverages Pvt. Ltd has its production unit having capacity of 600 bottles per
minute, located at Parsakhera Industrial Estate, 12 Kms away from Bareilly town on
Delhi highway. Its Marketing office is located in Parsakhera and Sale Depot at Swaley
Nagar, Bareilly. For Uttrakhand sale the company establishes a sales depot in Kichha. The
storage of filled bottle is done in the godown, which is located next to the production unit.
Brindavan Beverages Pvt. Ltd has three more bottling plants located at Baranbanki,
Faizabad, and Hathras. All the activities are centralized from the head office located at
Bangalore.

The Managing Director, the head of the organization is in charge of all administration
matters. The G.M. Sales and franchise Manager-sales is responsible for activities such as
sales, promotions, advertisements and distribution etc. and Production & Plant Manager
takes care of the production department.
 DISTRIBUTION NETWORK
OF
BRINDAVAN BEVERAGES PVT. LTD.
As it have been already started that this particular plant has been taken over by the Coca-
Cola Company. It has 230 Distributor (Approx. Figure) and 05 depots and covers over 16
districts under its belt and they are still growing. The names of the district are as follows.

1. Bareilly
2. Badaun
3. Shahjahanpur
4. Pilibhit
5. Rampur
6. Moradabad
7. Chamoli
8. Chandausi
9. Pitoragarh
10. Karayanprayag
11. Rudraprayag
12. Kichha
13. Lakhimpur Khiri
14. Haldwani
15. Bhageshwar
16. Ranikhet

Right from the first year of the incorporation the company is running in top profit. This is because of
many reasons. One of them is being that there is no other bottling plant nearby. Also the company
gives goods margins to the retailers along with various lucrative from time to time.
 INTRODUCTION OF SPLASH BAR

Splash Bar was developed by BIG India under the leadership of T. Krishnakumar, CEO,
Hindustan Coca-Cola Beverages Pvt. Ltd. (HCCB), who saw the value in expanding Coca-
Cola markets as well as empowering local women to better their communities.

Splash Bar is great representation of how business can be conducted sustainably in India, said T.
(KK) Krishna Kumar. Our goal was to create a soft drink culture in the 600,000 villages of India.
What emerged was a unique means of enhancing the incomes of women by training them to become
entrepreneurs selling our products. In turn, we can now sell at affordable prices, reach a vast
audience of new consumers and create a great experience for the communities we serve.

The Splash Bar is a cost effective system that allows vendors to sell the drinks their customers want
to buy. The vendors could cool the product with ice (not with electricity) and the customers have
flex-portioning, called splashes, tailored to the size of thirst and budget. This empowers local kiosks
and bodegas to effectively sell Coca-Cola products at the needed quantity while still maintaining a
low cost.

A new project of Hindustan Coca-Cola.

Reach ability to rural and semi-urban markets

Affordable prices.

100 ml Quantity
 OBJECTIVES

To study the retailer acceptance of Coca-Cola splash bar.

To identify most demanded offer by retailers in soft drink industry.

To identify the various rural & urban retailer problems and offer solutions to those problems.

To study the retailer satisfaction towards various brands of the company products
 WORKING PROCEDURE

FINDING CUSTOMERS/OUTLETS
EXPLAINING THE PRODUCT
CONVEYING THEM
FILLING & SUBMITTING FORM
 SPLASH BARS

Outlet selection- Approach

Population : Outlet & locality to be an area of high footfall

For e.g. : Bus stands, Colleges , Metro stations, Religious places

Price point : Rs. 5 price point to be relevant and attractive to the demographic profile of the area

For e.g. : Outlet located near an industrial area, college canteen

Profile of the outlet: The outlet should be carrying categories that resonate with the offering : Coke
@ Rs. 5

For e.g. A fast food counter, a convenience store with Rs. 5 products
 OUTLET SELECTION CRITERIA

Dry outlet / Non RGB selling outlet

Minimum daily footfall of 400 people

Convenience/ grocery outlet selling products at Rs. 10

E & D outlet selling food items starting Rs. 30 or less

RGB selling outlets

Sanitation / Hygiene issues in the vicinity

High Turnover
 MARGIN CHART

Serve Size: 100ml @ Rs. 5/-

Retailer Profitability:

o Cost Price : Rs.72/- per bottle for 2Ltr. ( with no Trade Inputs)

o Selling Price : Rs.100/- per bottle (20 cups @ Rs.5 per cup)

o Margin : Rs.28 /- per bottle

o Electricity : Rs. 2.2 /- per bottle (2 units per day)

o Cups : Rs. 10.0 /- per bottle

o Profit : Rs. 16 /- per bottle

Approx. Rs. 2,000 /- per month

 Outlet Activation

Price Communication Loud and Clear at multiple touch points

Dealer Signboard
POSM
Menu Card
Standee
 Retailer Training

Equipment cleaning on daily and weekly basis

Disposable tube replacement

Personal hygiene and upkeep

Stock Rotation(FEFO Management)

Daily left over product management

Handling and managing consumer concerns

Tracking Mechanism and Course Correction

 Statement of the problem

To gain an insight into retailers acceptance towards Splash bar

Introduced to retailers

Lack of acceptance among retailers

Brand image & satisfaction

High competition
 Research Design

Sample Size: 110

Sampling design: Non-probability convenience sampling

Observational design:

Primary data: The primary data is collected by personal interviews and questionnaires with
customers.

Secondary data: Internet, company site, article and text books.

Statistical Design: Percentage Analysis & chi square test

 Scope of the study

Retailer acceptance for a new product can be improved

Increase market penetration (65 %)

Availability of product

High growth potential at BOP customers

Sales growth
 Limitations of the study

Lack of retailer interest to give response

Higher outlet numbers

Lack of product awareness

Time requirement
 Summary of Findings

Splash bar is on growth stage in product life cycle.

Schemes and offers changes

More loyalty

Regional marketing.

Season affects the sales

Attractive pricing
Questionnaire
 Suggestions

Provide special schemes and offers to the retailers

Stable schemes

Returns and claims settlement

Loyalty schemes

Distribution

Good margin over products

Feedback from retailers

 Conclusion

Retailers are the important marketing channels paving way to better customer relationship.

Retailers play important role in increasing companys profit and product preference.

They are the end of the marketing communication process providing effective reach of the
product and thus increasing brand value of the company.

Retailer need to be motivated for the effectiveness of organizations marketing practices.

In case of Coca-cola retailers are motivated only to certain level. Hence Coca-cola needs to focus
on satisfying the retailers in selling Coca-cola products as they are the valuable assets to the
organization

Coca-cola should come out with more offers to satisfy the retailers. They need to focus on
building positive image regarding the product on retailers mind. Hence they need to concentrate on
taste of the product and introducing new product line.

Retailers need to be rewarded with respect to the performance to the sales.

Satisfied retailer is worthy asset to the organization and thus increasing competitive advantage
over the rivalries
Bibliography & Webliography