30-08-2013, 01:17 PM
PROJECT REPORT AN IMPERICAL STUDY TO ENSURE SMOOTH SELLING AND DISTRIBUTION OF COCA COLA’S PRODUCTS
IMPERICAL STUDY .doc (Size: 1.19 MB / Downloads: 20)
Abstract
Project deals with the complexities and difficulties of distributors and their market operations across all over South Delhi of Hindustan Coca Cola Marketing Company Pvt. Ltd.
The company has hub and spoke system for the distribution of the cold drinks to their retailers all over the nation. At the same time it has the conventional multi level distribution of the cold drinks. This conventional channel consists of distributors which are the main focus of my study.
The project deals with the difficulties like undercutting of the market and their possible solution for Mukul Enterprises, the distributor of Coca Cola in South Delhi with whom I am working. By helping him in the operations and understanding his difficulties in the market i.e. to check undercutting and infiltration of the product and at the same time the stiff competition from Pepsi. Finally, providing the right solution to tackle with the desperate marketing of Pepsi and undercutting of Coca Cola products in the market.
Major Players and their Market Shares
The soft drinks market till early 1990s was in hands of domestic players like Campa, Thumps up, Limca etc but with opening up of economy and coming of MNC players Pepsi and Coke the market has come totally under their control.
There are several well-established corporations in this Industry with widely advertised Brands. Some of the major manufacturers are
1. Coca-Cola India Ltd.
2. Pepsi Foods Ltd.
The two global majors PepsiCo and Coca-Cola Co. dominate the soft drink market in India. Coca-Cola, which had winded up its India operations during the introduction of the FERA regime, re-entered India 16 years later in 1993.
Coca-Cola bought local brands-Thumps Up, Limca and Gold Spot from Parle Beverages and soft drink brands Crush, Canada Dry and Sport Cola from Cadbury Schweppes in early 1999.
Pepsi started a couple of years before Coca Cola in 1991 has bought over Mumbai based Duke’s range of soft drink brands.
After having played second fiddle to Coke for a long time, Pepsi Co has attempted to make a strong comeback in recent times. This is a major concern for Coca cola to maintain its top most position in India. Pepsi has spun off unrelated businesses and pursued aggressive marketing strategies. In countries like India, Pepsi is making Coke work very hard. While Coke has suffered set backs in recent times, Pepsi’s outlook seems to have improved significantly.