Published on March 8, 2014
HINDUSTAN COCA COLA BEVERAGES PVT. LTD. GROUP - G
Coca-Cola company is the world's largest non alcoholic beverage company. Percentage of world’s population that recognize the logo is 96%. It produces more than 500 brands in over 200 countries or territories and serves over 1.8 billion servings each day. Number of coca-cola brand drinks that are consumed per second is 10,450. It offers a portfolio of world class quality sparkling and still beverages, starting with Coca-Cola® and extending through over 400 soft drinks, juices, teas, coffees, waters, sports and energy drinks that refresh, hydrate, nourish, relax and energize.
Hindustan Coca Cola Beverages Pvt. Ltd. Barunei, Khordha, Odisha 752055 From: Chandaka – 22 Kms BBSR Town – 30 Kms
About the company we had visited • Company : Hindustan Coca- cola Beverages Pvt. Ltd. • Location : Barunei Industrial Estate, Khordha, Odisha, 752055 • Capacity : 2415 bottles per minute(Including all Sections) • Workers : 400 • Area : 2.5 Sqr Kms • Products : 16 Types
• • • • • • • Coca Cola Diet Coke Thums Up Sprite Fanta Limca Maaza • • • • • • • Minute Maid Nimbu Fresh Minute Maid Pulpy Orange Minute Maid Mixed Fruit Minute Maid Apple Minute Maid Mango Minute Maid Juice Grape Minute Maid Juice Orange • Kinley Water • Kinley Soda
Social Activities-cum-CSR The company is recruiting unemployed youngsters from the different local rural areas. Local villages and educational institutes are getting benefit through its CSR activities. The villages are: Jemadei Taraboi Gada Khordha Jatni and many more… The institutes are: P.N. (Auto.) College, Khordha Utkal University, BBSR Revenshaw University, Cuttack Saraswati Shisu Vidya Mandir, Khordha B.J.P. High School, Khordha and many more local & distance places… Many Plantation Programs & blood donation camps are also being taken place by this Company. Influencing & encouraging rural skilled people to get retailer-ship for the sake of their earning which helps the company for their sales increase as well.
Value Chain: Inbound Operation SOURCING Water From Daya River Sugar From Local Suppliers Syrup From USA Main Plant Outbound
OUTBOUND • Direct Distribution Manufacturing Plant, Khurda • Indirect Distribution Sales and Distribution Operations • Merchandising Distributors Retailers Outlets Outlets
MARKETING SRATEGY Marketing involves getting the right product to the right place, at the right time, at the right price and with the most suitable promotional activity. • Accelerate carbonated soft-drink growth, led by Coca-Cola. • Selectively broaden the family of beverage brands to drive profitable growth. • Grow system profitability and capability together with their bottling partners. • Serve the customers with creativity and consistency to generate growth across all channels. • Direct investments to highest potential areas across markets. • Drive efficiency and cost effectiveness everywhere.
• Better network (Covers whole of the India) • Brand recognition (brand image among the customers) • Brand Equity (high brand equity in the market) • Advertisement policy (brand promotion through various celebrities like Amir Khan, Salman Khan, Akshay Kumar, Priyanka Chopra and Many more) • • • • • Gain of substantial base in rural areas. Market penetration of soft drink is only 12%, so there is a greater scope of increasing revenue of TCCC. Opening new outlets in those areas where its market share is less. Company is offering schemes for long term profit to the retailer so that they get involved in long term association. Covering greater institutional areas targeting the youth generation. • • W O Irregular visit of executives. • S Weak and irregular supply. Low product availability. • Scarcity of manpower. T Impulsive customer’s buy whatever is in the offer, so company has to give offers regularly. • Health conscious people aren’t opting soft drinks these days. • Threat from local competitors as they give offers at cheaper rates.
RECOMENDATION If coca cola will use strong marketing strategy it may raise barriers to entry, thus decreasing the threat of new entrants to the industry. Wastage control (As during the production of every batch 15-30 bottles are wasted) Augment its distribution facility to reach the market at the right time. Better Research & Development methods and processes can be adapted by the company to know what are the strategies competitors are adapting. Invest heavily into products like Fanta & sprite in order to push the products to its highest level.
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