rao coke final
TRANSCRIPT
A
Summer Internship Report
On
Satisfaction level of the Retailers [Ahmedabad]
Submitted in partial fulfilment of MBA programme
Prepared By:-
Rao Himanshu Dilipbhai
Roll No: 954.
Submitted To:-
K.J.Institute of Management,
Vadsma, DI: - Mahesana,
Gujarat Technological University,
JULY, 2010.
CERTIFICATE:
A Survey of Satisfaction level of the Retailers
It is hereby certified that the work incorporated in the thesis submitted entitled “Topic”
submitted by (Student’s name) comprises the result of independent and original investigation
carried out me. The material which obtained (and used) from other sources has been duly
acknowledged in the thesis.
Date:
Place: Signature of the student
It is certified that the work mentioned above is carried out under my guidance.
Date:
Place: Signature of the faculty guide
DECLARATION:
1 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Report entitled “market survey of Hindustan Coca Cola Beverages Pvt.Ltd on Retailer Satisfaction” written and submitted by me to the K.J. Institute Of Management, vadasma, Gujarat Technological University in partial fulfilment of the requirement for the award of degree of Master of Business Administration under the guidance of Prof. Sunil Patel. This work is done by me and the conclusions drawn there are based on the material collected by myself.
Place : Ahmadabad Research student :
Date: Himanshu Rao.
MBA-II
Roll no.: 954
PREFACE
2 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
The MBA programme is specially designed professional course that
enables and prepare the students for the practical world. It offers various practical projects
like the summer internship projects that gives a chance to students to enter in industry and
work with the real professionals and help the students to understand how the industry is
working and what are the real problems and opportunities with which the industry actually
deal.
As a part of my MBA curriculum I got chance to work with real
professionals, the core content of this report is related with Survey of Satisfaction level of
the retailers of Coca-Cola company.
The overall growth of soft drink market is 10 to 15% annually, so it can
be a great opportunity for the soft drink companies to continuously expand their market, and
it is possible when their customers are fully satisfied with their products and services, as
retailers are the main link between the final consumers and company , their satisfaction level
is very important for the company to survive successfully in the market.
So, this survey project is important and beneficial for not only me but
also for the company as they will be better aware about the performance of their products and
services.
3 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
ACKNOWLEDGEMENT
This project report will be incomplete without giving my sincere gratitude to
all those persons who have directly or indirectly helped me in completing this report.
First of all I heartily express my thanks to Hindustan Coca-Cola Beverages
Private Limited [HCCBPL] for granting me permission to work in such an esteem
organization.
I also want to thank Mr. Shashank Goel [RTM Manager] who have
thoroughly guided and supported me throughout this report and without their help and
support it would not be possible to complete the report successfully.
I would like to thank my faculty guide Prof. Sunil Patel for providing
important guidance that helped me to complete this report.
I would also like to thank Mr. Saurabh, Mr. Devraj, Mr. Yograj, and Mr.
Hiren [Market Developers] who have helped me in contacting with the retailers and also
provided important information about the market, also i would like to thank all the staff
members and executives for their support and guidance.
I want to thank my college K.J. Institute Of Management, vadasma, GTU
for giving me opportunity to put in to practice the theoretical knowledge imparted during the
academic programme . Also i want to thank all my friends who have directly and indirectly
supported me in completing this report.
At the last I want to thank all the retailers who has given their precious time
and support for providing important information.
Thanking You,
Himanshu Rao,
MBA-II
Roll No. : - 954
4 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
EXECUTIVE SUMMERY
The Coca-Cola is one of the major player in beverage industry, It was firstly introduced by Mr. John Stith Pemberton in 1886. Today Coca-cola is world known brand operating in more than 150 countries with different brands.
This project is mainly concerned with Survey of Satisfaction Level of Retailers in Ahmedabad city, also it includes SWOT analysis of the company, what are different problems faced by the retailers , that helps the company in operation of various promotional strategies to be made for the local retailers to increase sales in respective region.
The main objective of surveying retailers is that the soft drink market is one of the most rapidly growing and its sales have more impact of the retailers as they are playing an important role to reach to the customers and most of the customer’s choices are influenced by the retailer that is they will take whatever is available with them, so it is very important to regularly check the satisfaction level of the retailers to increase sales and consumption of the coke products.
The main aspects of this report involves findings gathered from the survey that gives important information regarding the satisfaction level and other problems the retailers are facing. One of the important part of this report is the conclusion and recommendations that helps the company in improving their services.
The findings and conclusion suggest that company need to improve their services to survive successfully in the market, it is totally based on the findings, that suggest that retailers are facing some of the problems that need to be addressed by the company as soon as possible.
It involves the data collected from 232 retailers of Ahmedabad city, which also includes another small project of GEO CODE which involves tracking of location of various outlets[232], that helps the company to find out the exat location of the retail outlets which minimise the total travelling cost of the salesmen [ T sales problem].
5 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
TABLE OF CONTENTS
CH:- PARTICULARS PAGE NO.Chapter – I Introduction of the project 8
Chapter – II Research MethodologyStudy objectivesData collection and methodsResearch designSamplingScope of the study
101111121314
Chapter – III SWOT Analysis of HCCBPL 15
Chapter – IV Industry profileBrief insight: Beverage Industry In IndiaSoft drink market in India
1920
22
Chapter – V Company profileOverview about Coca-Cola companyStrategic objectives of the companyBrief historyGoblej PlantMissionVision
2425
26
27293031
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A Survey of Satisfaction level of the Retailers
Chapter – VI Product DescriptionVarious Brands in IndiaBrand descriptionManufacturing ProcessRoute to MarketDistribution of the Products
333435383940
Chapter – VII Project analysisBase for classifying retailers [ Segmentation Model ]Availability of various brandsTypes of outlet visitedPromotional schemes for retailers
4142
434445
Chapter – VIII Data Analysis and Interpretation 49
Chapter –I X Research findings and conclusionsFindingsLimitation of the studySuggestions and recommendationsConclusion
6566686971
Chapter – X Geo code survey [Project II] 72
Chapter – XI AnnextureQuestionnaireGeo code sheet
757680
Chapter – XII Bibliography 81
7 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-I[Introduction of the project]
8 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Introduction of the project:-
This project Involves a survey of SATISFACTION LEVEL OF
RETAILERS of the local Ahmedabad market that includes several areas in which the
analysis is conducted.
The main objective being is to collect data about the satisfaction level
of the retailers that helps the company in increasing its sales as retailers play an important
role and they are acting as a link between company and the final customer, so it becomes very
important to know the satisfaction level of retailers as they can affect consumer’s decision..
It helps the the company in framing various promotional strategies for
the retailers, also company can come to know about various weak points in terms of service
provided and products sold from the retailer’s survey.
As the Ahmedabad market is one of the potential market in terms of
consumption and sales so it is very important to frame various strategies carefully to
successfully capture the market.
Our main project is Survey Of Satisfaction Level Of The Retailers but it
also involves a small survey project called “ GEO CODE ” that involves tracking of the
location of various outlets. The main application of this small project is to minimise the
transportation and delivery cost of company by tracking the exact location and route that
helps the sales people to effectively deliver the products.
9 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-II[Research Methodology]
Research Objectives :-
10 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Primary object ives of s tudy:-
To de t e rmine s a t i s f ac t i on l eve l s o f r e t a i l e r s .
Secondary object ives: -
To de t e rmine va r i ous s t r a t eg i e s t ha t he lp s t o i nc r ea se s a l e s
and r e t a i l e r s a t i s f ac t i on .
To de t e rmine t he ma in p rob l ems and que r i e s o f r e t a i l e r s .
To improve t he s e rv i ce g iven on t he ba s i s o f r e sponse
r ece ived f rom the r e t a i l e r s .
Data collection source and methods:-
Primary data collection : The data are collected from east and west region of
Ahmedabad city. The t oo l u sed t o co l l e c t da t a i s Ques t ionna ire .
Persona l In terac t ion Method-
I made i n t e r ac t i ons w i th some r e t a i l e r s du r ing marke t su rvey . t he
ob j ec t i ve was t o d r aw a gene ra l unde r s t and ing abou t t he i r
p rob l ems , pe r fo rmance o f t he d i s t r i bu t e r , t he i r p r e f e r ences and
o the r u se fu l i n fo rma t ion . t h i s t e chn ique he lped t o c l e a r doub t s
a r i s i ng due t o obse rva t i on me thod .
Secondary data collection :
1. Websites
2. Books
3. Other projects
Research Design :-
11 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Sources of data Primary
Research approach Survey
Survey method Personal interview
Research instrument Questionnaire
Survey Territory Ahmedabad
No. of respondent 232
Time taken 7 weeks
Total Population 5800 Outlets. [Retailers]
Sampling method Random sampling
Retailers Response Positive to Moderate
Sampl ing :
12 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Sampl ing : -Sampl ing i nvo lve s ga the r i ng u se fu l amoun t o f
i n fo rma t ion f rom the popu l a t i on , by i den t i fy ing a s amp le wh ich
r ep re sen t t he who le popu l a t i on .
Reasons for sampl ing : -
i . The s amp le can s ave t ime .
i i . I t c an s ave money .
i i i . Fo r g iven r e sou rce s , s amp le can b roaden the s cope o f t he
s t udy .
i v . When i t i s no t pos s ib l e t o a s se s s t he who le popu l a t i on t hen
s amp le i s mos t u se fu l .
Approach to Re ta i l e r s : - The r e t a i l e r s o f Groce ry shop , E & D ,
Conven i ence shop , Med ic ine s t o r e and Ju i ce co rne r s was s e l ec t ed
f rom d i f f e r en t p l ace s o f Ahmedabad .
Sample s i z e : 232 Ou t l e t s .
Sampl ing procedure : As Coke ha s ma in ly t h r ee t ypes o f
modu le s o f cus tomer s a s : -
Groce ry s t o r e , Conven i ence s t o r e & E&D wi th d i f f e r en t
g r ades so s amp l ing s i z e was d iv ided acco rd ing t o a r ea ,
t ype o f s t o r e & VPO [Vo lume Pe r Ou t l e t ] o f t he s t o r e .
Sampl ing method : Da t a we re co l l e c t ed by r e t a i l e r su rvey .
The r e t a i l e r s we re d i r ec t l y con t ac t ed and i n t e rv i ewed a t
t he i r r e t a i l coun t e r . [S imp le Random Sampl ing ]
Scope of the project survey :-
13 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
The scope of the study includes collection of data from about 6 different locations according to qota sampling ,which involves 232 retailers having different volumes.
Data was collected from various areas of Ahmadabad city, as follows.:
1) Satellite
2) S.G highway
3) Sarkhej
4) Thaltej
5) Bopal
6) Juhapura
14 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-III[SWOT Analysis of HCCBPL]
SWOT Analys is Of HCCBPL : -
15 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Strengths:-
Dis tr ibut ion ne twork : The Company ha s a s t r ong and r e l i ab l e
d i s t r i bu t i on ne twork . The ne twork i s f o rmed on t he ba s i s o f t he
t ime o f consumpt ion and t he amoun t o f s a l e s y i e lded by a
pa r t i cu l a r cus tomer i n one t r ansac t i on . I t ha s a d i s t r i bu t i on
ne twork cons i s t i ng o f a number o f e f f i c i en t s a l e smen , 700 ,000
r e t a i l ou t l e t s and 8000 d i s t r i bu to r s . The d i s t r i bu t i on f l e e t
i nc ludes d i f f e r en t modes o f d i s t r i bu t i on , f r om 10 - tonne t r ucks t o
open -bay t h r ee whee l e r s t ha t c an nav iga t e t h rough na r row
a l l eyways o f I nd i an c i t i e s and t r ademarked t r i cyc l e s and
pushca r t s .
Strong brands : The p roduc t s p roduced and marke t ed by t he
Company have a s t r ong b r and image . Peop l e a l l a round t he wor ld
r e cogn i ze t he b r ands marke t ed by t he Company . S t rong b r and
names l i ke Sp r i t e , Fan t a , L imca , Thums Up and Maaza add up t o
t he b r and name o f t he Coca -Co la Company a s a who le . The r ed
and wh i t e Coca -Co la i s one o f t he ve ry f ew th ings t ha t a r e
r e cogn i zed by peop l e a l l ove r t he wor ld . Coca -Co la ha s been
named t he wor ld ' s t op b r and fo r a f ou r th consecu t i ve yea r i n a
su rvey by consu l t ancy In t e rb r and . I t was e s t ima t ed t ha t t he Coca -
Co la b r and was wor th $70 .45b i l l i on .
Low cos t o f opera t ions : The p roduc t i on , ma rke t i ng and
d i s t r i bu t i on sy s t ems a r e ve ry e f f i c i en t due t o fo rwa rd p l ann ing
and ma in t enance o f cons i s t ency o f ope ra t i ons wh ich min imize s
was t age o f bo th t ime and r e sou rce s l e ads t o l ower ing o f cos t s .
16 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Weaknesses:-
Low expor t l eve l s : The b r ands p roduced by t he company a r e
b r ands p roduced wor ldwide t he r eby mak ing t he expo r t l eve l s ve ry
l ow . In Ind i a , t he r e ex i s t s a ma jo r con t rove r sy conce rn ing
pe s t i c i de s and o the r ha rmfu l chemica l s i n bo t t l ed p roduc t s
i nc lud ing Coca -Co la . I n 2003 , t he Cen t r e fo r Sc i ence and
Env i ronmen t (CSE) , a non -gove rnmen ta l o rgan i za t i on i n New
De lh i , s a i d a e r a t ed wa t e r s p roduced by so f t d r i nks manufac tu r e r s
i n Ind i a , i nc lud ing mu l t i na t i ona l g i an t s Peps iCo and Coca -Co la ,
con t a ined t ox in s i nc lud ing L indane , DDT, Ma la th ion and
Ch lo rpy r i fo s - pe s t i c i de s t ha t c an con t r i bu t e t o c ance r and a
b r eakdown o f t he immune sys t em. The re fo re , peop l e ab road , a r e
app rehens ive abou t Coca -Co la p roduc t s f rom Ind i a .
Opportunities:-
Large domes t i c marke t s : The domes t i c ma rke t f o r t he p roduc t s
o f t he Company i s ve ry h igh a s compa red t o any o the r so f t d r i nk
manufac tu r e r . Coca -Co la Ind i a c l a ims a 58 pe r c en t sha r e o f t he
so f t d r i nks ma rke t ; t h i s i nc ludes a 42 pe r c en t sha r e o f t he co l a
ma rke t . O the r p roduc t s a ccoun t f o r 16 pe r c en t ma rke t sha r e ,
ch i e f l y l e ad by l imca .
Expor t po ten t ia l : The Company can come up w i th new p roduc t s
wh ich a r e no t manufac tu r ed ab road , l i ke Maaza e t c and expo r t
t hem to fo r e ign na t i ons . I t c an come up w i th s t r a t eg i e s t o
e l im ina t e app rehens ion f rom the minds o f t he peop l e t owards t he
Coke p roduc t s p roduced i n Ind i a so t ha t t he r e w i l l be a
cons ide rab l e amoun t o f expo r t s and i t i s ye t ano the r oppo r tun i t y
17 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
t o b roaden fu tu r e p ro spec t s and ca t e r t o t he g loba l ma rke t s r a t he r
t han j u s t domes t i c ma rke t .
Higher income among peop le : Deve lopmen t o f I nd i a a s a who le
ha s l e ad t o an i nc r ea se i n t he pe r c ap i t a i ncome the r eby caus ing
an i nc r ea se i n d i sposab l e i ncome . Un l ike o lden t imes , peop l e now
have t he power o f buy ing goods o f t he i r cho i ce w i thou t hav ing t o
wor ry much abou t t he f l ow o f t he i r i ncome . The beve rage i ndus t ry
c an t ake advan t age o f such a s i t ua t i on and enhance t he i r s a l e s .
Threats:-
Tax and regu la tory s ec tor : The t ax sy s t em in Ind i a i s
a ccompan i ed by a va r i e t y o f r egu l a t i ons a t e ach s t age on t he
consequence f rom p roduc t i on t o consumpt ion . When a l i c ense i s
i s sued , t he p roduc t i on capac i t y i s men t i oned on t he l i c ense and
eve ry t ime t he p roduc t i on capac i t y needs t o be i nc r ea sed , t he
l i c ense pose s a p rob l em. Renewing o r upda t i ng a l i c ense eve ry
now and t hen i s d i f f i cu l t . The re fo re , t h i s c an l im i t t he g rowth o f
t he Company and pose p rob l ems .
Slowdown in rura l demand : The ru r a l ma rke t may be a l l u r i ng bu t
i t i s no t w i thou t i t s p rob l ems : Low pe r c ap i t a d i sposab l e i ncomes
t ha t i s ha l f t he u rban d i sposab l e i ncome ; l a rge number o f da i l y
wage ea rne r s , a cu t e dependence on t he vaga r i e s o f t he monsoon ;
s ea sona l consumpt ion l i nked t o ha rve s t s and f e s t i va l s and spec i a l
occa s ions ; poo r roads ; power p rob l ems ; and i nacce s s ib i l i t y t o
conven t i ona l adve r t i s i ng med i a .
18 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-IV[Industry Profile]
A Brief Ins ight: Beverage Industry In India:-
19 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola
Beverages
Alcoholic Non-Alcoholic
A Survey of Satisfaction level of the Retailers
I n Ind i a , beve rages fo rm an impor t an t pa r t o f t he l i ve s o f
peop l e . I t i s an i ndus t ry , i n wh ich t he p l aye r s cons t an t l y i nnova t e , i n
o rde r t o come up w i th be t t e r p roduc t s t o ga in more consumer s and
s a t i s fy t he ex i s t i ng consumer s .
FIGURE 1 : Beverage indus try in Ind ia
20 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Figure 2 :
Marke t shares (%) o f so f t dr inks in Ind ia (Source : - www.
Goog le . com – Images )
Four strong strategic elements to increase consumption of the
products of the beverage industry in India are:
The qua l i t y and t he cons i s t ency o f beve rages needs t o be
enhanced so t ha t consumer s a r e s a t i s f i ed and t hey en joy
consuming beve rages
.
The c r ed ib i l i t y and t r u s t needs t o be bu i l t so t ha t t he r e i s a ve ry
s t rong and s a f e f e e l i ng t ha t t he consumer s have wh i l e consuming
beve rages .
Consumer educa t i on i s a mus t t o b r i ng ou t bene f i t s o f beve rage
consumpt ion whe the r i n t e rms o f hea l t h , t a s t e , r e l axa t i on ,
s t imu la t i on , r e f r e shmen t , we l l -be ing o r p r e s t i ge r e l evan t t o t he
c a t ego ry .
The beve rage marke t ha s s t i l l t o a ch i eve g r ea t e r pene t r a t i on and
a l so a w ide r sp r ead o f d i s t r i bu t i on .
[Source : www.foodindustryindia .com ]
21 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Soft Drink Market In India: -
Today Ind i a i s one o f t he mos t po t en t i a l
ma rke t s , w i t h popu l a t i on o f a round 900 mi l l i on peop l e , t he
Ind i an so f t d r i nks ma rke t was on ly o f 200 ca se s pe r yea r . Th i s
was ve ry l ow even compa red t o Pak i s t an and Ph i l i pp ine s .
Popu l a t i on and po t en t i a l ma rke t a r e two ma jo r r e a sons fo r ma jo r
mu l t i na t i ona l compan i e s o f en t e r i ng Ind i a . They f ee l t ha t a huge
popu l a t i on coup l ed w i th l ow consumpt ion can on ly l e ad t o an
i nc r ea se i n t he so f t d r i nk marke t . Ano the r i nc r ea se i n t he s a l e o f
so f t d r i nks i n t he s co rch ing hea t and t he c l ima t e o f I nd i a , wh i ch
i s t oge the r have con t r i bu t ed t o a 30% g rowth i n t he so f t d r i nks
i ndus t ry . I f t he demand con t i nues g rowing a t t he s ame r a t e ,
w i th in two yea r s t he vo lume cou ld t ouch 1 b i l l i on ca se s . A l l
t he se f a c to r s a r e t he r e a sons fo r t he en t ry two g i an t o f t he so f t
d r i nk i ndus t ry o f t he wor ld t o en t e r t he Ind i an marke t . These two
g i an t s Peps i and Coca -Co la , Themse lve s sha re 96% o f t he so f t
d r i nk marke t sha r e . Res t i s sha r ed by Cadbury ’ s Schweppes ,
Campa Co la and o the r so f t d r i nk b r ands . Bu t was t he s cene s ame
20 yea r s ago? The answer i s No , 1970 was t he yea r o f pu re so f t
d r i nks Campa Co la and Pa r l e peop l e (Thums Up and L imca ) .
Sof t d r i nk i s no t a p roduc t , wh i ch a pe r son
p l ans t o buy be fo re hand , bu t i s an impu l se pu rchase . Lo t s o f
s a l e depends upon t he s t r eng th o f me rchand i z ing done a t t he
po in t o f s a l e . I t a l l beg in i n 1977 , a change i n c en t r a l
gove rnmen t l ed t he ex i t o f coca -co l a wh ich p r e f e r r ed t o qu i t
r a t he r d i l u t i ng i t s equ i t y t o 40% in compl i ance w i th t he Fo re ign
Exchange Regu l a t i on Ac t (FERA) . The f i r s t na t i ona l co l a d r i nk
22 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
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t o pop up was doub l e s even . I n t he mean t ime , Pu re Dr inks , De lh i
on coke ’ s ex i t , sw i t ched ove r t o Campa Co la .
The beg inn ing o f 1980 ’ s s aw the b i r t h o f ano the r
co l a d r i nk , Thums Up , Pa r l e t he Go ld spo t peop l e , l aunched i t i n
1978 -79 , a s “Re f r e sh ing Co la” . By t he mid -e igh t i e s Mc Dowe l l ’ s
l aunched Thr i l l , and by t he l a t e e i gh t i e s t he r e was Doub le Co l a ,
wh i ch en t e r ed i n Ind i a ma rke t , a s a NRO-run ou t f i t w i t h i t s p l an t
i n Nas ik (Maha ra sh t r a ) , i n 1978 Pa r l e , I nd i an so f t d r i nks ma rke t
( sha re 33%) w i th i t s go ld spo t and L imca b r ands . La t e r Thumps
Up a l so s t a r t ed Thumps Up .
A t t he s ame t ime t he t h r ea t t o t he Ind i an so f t
d r i nks was t ha t o f f ru i t d r i nks . I n 1988 , f ru i t d r i nks ma rke t
was va lued a t Rs . 40 c ro r e s and g r ew a t t he r a t e 20%.
Coca -Co la en t e r ed Ind i an by buy ing up t o 69%
o f t he 1 ,800 c ro r e s so f t d r i nk marke t ( i . e . 5 Pa r l e Expor t b r ands
o f Thums Up’ s , L imca , Go ld spo t , C i t r a & Maaza ) . Today t he
s cene ha s changed mak ing i t a d i r e c t ba t t l e be tween two g i an t
Coca -Co la and Peps i . The p i c tu r e w i l l become c l ea r e r by l ook ing
a t t he Ind i a ma rke t sha r e s i n t he beve rage i ndus t ry .
One o f t he s t r onges t weapons i n Coke a rmoury
i s t he f l ex ib i l i t y i t ha s empowered i t s peop l e w i th . I n Coke eve ry
emp loyee , may he be a manage r o r s a l e sman , have an au tho r i t y t o
t ake wha t eve r s t eps he o r she f e e l s w i l l make t he consumer s
awa re o f t he b r and and i nc r ea se i t s consumpt ion .
[Source : www.foodindustryindia .com ]
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CHAPTER-V[Company Profile]
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Overview about Company and plant in Gujarat:-
General Information:-
Name of the company : Coca-cola
Name of the plant : Goblej plant
District : Kheda
Gujarat : 387440
E-mail : [email protected].
Establishment of the company : 1985
Head office in India : Delhi
Head office in world : Atlanta
Founder : Dr. John stith pemberton
Form of organization : Multinational company
Total employee :Mare than 70,000
Production capacity : 15,000 per day
Address [Goblej plant] : Hindustan coca-cola beverages PVT. LTD.
Village goblej,
National High way – 8,
TA- Kheda.
[Source : www.coca-colaindia .com ]
Strategic objectives of the company:-
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Coca-cola have several strategic objectives which it follows to successfully achieve its core and basic objectives, these objectives are work as strong pillars which helps in successfully operating in the market.
Consumer demand drives everything we do.
Brand Coca Cola is the core of our business
We will serve consumers a broad selection of the non-alcoholic ready-to–drink
beverages they want to drink throughout the day.
We will be the best marketers in the world.
We will think and act locally.
We will lead as a model corporate citizen.
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 our bottling partners.
Serve 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.
History : -
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Coca-cola is the most popular and biggest selling soft drink in history, as well
as the best known product in the world, created in Atlanta, Georgia by, john s. pemberton,
coca-cola was first offered as a fountain beverage by mixing coca-cola syrup with carbonated
water.
Coca-cola was registered as trademark in 1887 and by 1895 coca-cola was
being sold in every state and territory in the United States. In 1899, the company began
franchised bottling operation in the United Status.
Today, we can find coca-cola in virtually every part of the world. The coca-
cola company has more than 300 beverages in its portfolio.
The history of coca-cola is a story of special moments-times with family and
friends and special occasions when cock was naturally there, every person who drinks coca-
cola enjoys a moment of refreshment and shares an experience that millions of other have
savored, and all of those individual experiences combined have create a worldwide
phenomenon- truly global brand that plays its own smart on the world stage.
Coca-cola company began as a foundation product, but candy merchant
Joseph A. Biedenharm Mississippi was looking for away to serve his refreshing beverage at
picnics. He responded to this demand and began offering bottled coca-cola, using syrup
shipped from Atlanta, during an especially busy summer in 1894. In 1899, large scale
bottling became possible when Candler granted executive bottling rights to Joseph B.
whitehead and Benjamin E. Thomas of Chattanooga, Tennessee.
Indian Operation :-
First Step in INDIA:
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Now in India all the countrymen are known of the trademark. Mr. Frank
Harrold bring the Coca-cola in the free India in 1954 and managed and developed it in best
possible way for 23 years but in the time period of 1977 when Mr. Morarji Desai was
president of India, with his interference the company was ordered to go back from the
country.
Return to INDIA:
After 16 years company came back to India in 1993 with purpose of refreshing
Indians with its plant in Agra (The Heart of India). Company received an approval from
government in July 1996 to set up a holding company to invest U.S. $700 million. After this
company has permitted for operationalise its bottling subsidiaries in 1997. Today, total
investment of coca-cola in India is more than U.S. $827 million out of which $805 is invested
into its subsidiaries.
There are total 52 plants of coca-cola out of which company itself owns 27
plants and other plants have franchise operation. The plant in Pune is the Centralized plant of
India and the biggest plant of India is situated at Thane – Bombay with seven bottling lines.
There are 60 distribution centers with 7,00,000 retailers and 30 million consumers are
consuming coca-cola’s products which is, only one percent of total consumption of Coca-cola
worldwide. And now in the new era the demand for company’s products is rising day by day.
Goblej Plant:-
It is situated at the village Goblej on Ahmedabad - Kheda highway, 30
Km. far from Ahmedabad. It is very beautifully spread over 52 acres of land, as it is the first
Greenfield plant of India started in 1998. There are four bottling line out of which two lines
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are for carbonated soft drinks, one is for flavored soft drinks (Mazza line), each line has
capacity to produce 300 bottles/minuet and one is for mineral water, which is able to produce
2 jars/minuet. In this plant, company is also producing Returnable Glass Bottles (RGB).
Bottles are purchased from two factories of Ahmedabad. The products in teen are brought
from Pune.
The plant has two Returnable Glass Bottles lines and one hot fill line,
which are capable to produce 5500 cases/day. As one line needs investment about 55-60
crores, the total investment in this plant is about 200 crores including the land price. This
plant is completely owned by company and giving employment to the local public.
Recently company has purchased a fully automated machine that is having
the capacity of producing 600 pet bottles per minute.
As this is the only plant of Gujarat, its marketing area covers
approximately whole Gujarat but in south Gujarat its territory is stopping at Bharuch, the area
after Bharuch comes in to the territory of the Bombay plant. The number of consumers is
increasing day by day in Gujarat so; Mr. Sanjiv Gupta (Coca-cola India President) has
decided to set a plant in Kutch to divide work of the plant.
[Source: Goblej plant visit]
Mission statement:-
To refresh the world in mind, body and spirit.
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To make a difference in our product.
To inspire moment of optimism through our brand and action.
To create a value in brands and difference everywhere we engage.
To do everything that differs.
Our product in each hand.
Being a global leader in beverage.
[Source: Internal Company circulars]
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Vision statement:-
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Profit :- Maximize the return of shareholder.
People :- Establish a great place to work people are inspired to the best they can do.
Port folio :- Bringing to the world a port folio of beverage brands that anticipate and
safety people’s desire and need.
Partners :- Nurturing a winning network of partners and building a mutual loyalty.
Planet:- Being a responsible global citizen that makes a difference.
[Source: Internal Company circulars]
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CHAPTER VI[Product description]
Brands:- [In India]
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[Source : www.Goog le . com ]
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Discription of Brands:-
Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
1993.
Thums Up is known for its strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the men from the
boys.
Lemoni L imca , t h e d r i nk t ha t c an ca s t a t angy r e f r e sh ing spe l l on
anyone , anywhe re . Bo rn i n 1971 , L imca ha s been t he o r i g ina l t h i r s t
cho i ce , o f m i l l i ons o f consumer s fo rove r 3 decades . The b r and ha s been
d i sp l ay ing hea l t hy vo lume g rowths yea r on yea r and L imca con t i nues t o
be t he l e ad ing f l avou r so f t d r i nk .
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Wor ldwide Sp r i t e i s r anked a s t he No . 4 so f t d r i nk & i s so ld i n more
t han 190 coun t r i e s I n Ind i a , Sp r i t e was l aunched i n yea r 1999 & today
i t ha s g rown to be one o f t he f a s t e s t g rowing so f t d r i nks , l e ad ing t he
C l ea r l ime ca t ego ry . Today Sp r i t e i s pe r ce ived a s a you th i con . Why?
Wi th a s t r ong appea l t o t he you th , Sp r i t e ha s s t ood fo r a s t r a i gh t
f o rwa rd and hones t a t t i t ude . I t s c l e a r c r i sp r e f r e sh ing t a s t e encou rages
t he t oday ' s you th t o t r u s t t he i r i n s t i nc t s , i n f l uence t hem to be t r ue t o
who t hey a r e and t o obey t he i r t h i r s t .
I n t e rna t i ona l l y , Fanta - The ' o r ange ' d r i nk o f The
Coca -Co la Company , i s s een a s one o f t he f avo r i t e
d r i nks s i nce 1940 ' s .
Fan t a en t e r ed t he Ind i an marke t i n t he yea r 1993 . Ove r
t he yea r s Fan t a ha s occup i ed a s t r ong marke t p l ace and
i s i den t i f i ed a s "The Fun Ca t a ly s t " .Pe rce ived a s a f un , you th b r and ,
Fan t a s t ands fo r i t s v ib r an t co lou r , t emp t ing t a s t e and t i ng l i ng bubb l e s
t ha t no t j u s t up l i f t s f e e l i ngs bu t a l so he lp s f r e e sp i r i t t hus encou rag ing
one t o i ndu lge i n t he momen t .
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Maaza was l aunched i n 1976 . The re was a d r i nk t ha t o f f e r ed t he
s ame r ea l t a s t e o f f ru i t j u i c e s and was ava i l ab l e t h roughou t t he yea r . I n
1993 , Maaza was acqu i r ed by Coca -Co la Ind i a . Maaza cu r r en t l y
domina t e s t he f ru i t d r i nk ca t ego ry . Ove r t he yea r s , b r and Maaza ha s
become synonymous w i th Mango . Th i s ha s been t he r e su l t o f such
succe s s fu l c ampa igns l i ke " Taaza Mango ,Maaza Mango " and " Bota l
me in Aam, Maaza ha in Naam " .
Wa te r , a t h i r s t quenche r t ha t r e f r e shes , a l i f e g iv ing fo r ce t ha t washes
a l l t he t ox in s away . A r i t ua l pu r i f i e r t ha t c l e anse s , pu r i f i e s , t r an s fo rms
Kin ley wa t e r comes w i th t he a s su rance o f s a f e ty f rom the Coca -Co la
Company . Tha t i s why we i n t roduced K in l ey w i th r eve r se -o smos i s a l ong
w i th t he l a t e s t t e chno logy t o ensu re t he pu r i t y o f ou r p roduc t .
MINUTE MAID - A 62 year succes s s tory .
The h i s t o ry o f t he Minu t e Ma id b r and goes a s f a r back a s
1945 when t he F lo r i da Foods Corpo ra t i on deve loped o r ange j u i ce
powde r . They b r anded i t Minu t e Ma id , a name conno t i ng t he
conven i ence and t he ea se o f p r epa ra t i on ( In aminu t e ) . Minu t e Ma id t hus
moved f rom a powde red concen t r a t e .
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Manufacturing Process:-
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Route to market:-
Distribution of products:-
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The distribution of products of Coca-Cola is done normally through
distributers of various regions, and then it is passed to retailers and at the end it reaches to
ultimate customers.
But in case of Ahmadabad the route of market is directly the company is
providing the products to the retailers and then it reaches to customers, there are no
distributors in Ahmadabad market; the goods are directly supplied from the Goblej plant.
The whole process of distribution of products is as follows . :
The market developers [M.D] are playing very crucial role in distribution
of products. The MDs are classified in four zones of Ahmadabad who are supervised by Sales
Team Leaders [STL] of each region wise and zone wise.
The MDs are taking orders from various retailers according to pre- decided
area and schedule, The MDs are given special Blackberry phones through which whatever
order they receive and note down in phone will be directly available to company and also the
MDs are always connected with their STL through their phones. The next day all the ordered
products are delivered to each of the retailers.
So, in this way the distribution is done in Ahmadabad market , also one of
the important criteria for providing the products is the retailers first need to submit the empty
bottles then only they are delivered with new bottled
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CHAPTER VII[Project Analysis & General findings]
The data are collected from the Ahmadabad city. Nearly
232 retailers are contacted .
Classification of retailers:-
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Coca-cola has created a segmentation model that helps to classify its market
and various levels of retailers on the basis of outlet volume, locality income and channel
cluster, which helps the company to formulate various strategies for them.
Diamond: This includes the retailers who are selling more than 800 casers of
cocacola products, these are the important retailers in terms of sales so that
they are handled carefully while designing various schemes
Gold: It includes the retailers who are selling 500 to 799 carets.
Silver: The retailers who are selling 200 to 499 carets are come under silver
category.
Bronze: The retailers who are selling less than 200 carets are come under
bronze category.
Segmentation model:-
42 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
OULLET CLASSIFICATION SLABS
(PHY C/S)
DIAMOND
GOLD
SILVER
BRONZE
>800
500-799
200-499
<200
MEDIUM
OUTLETVOLUME
MEDIUM
Classifying Outlets basis Volume Per Outlet
Similar grouping of Outlets basis format & shopper ocaison
Segmenting Consumers on basis of Income
CHANNELCLUSTER
LOCALITYINCOME
LOW
HIGH
CONVENIENCE
GROCERY
E & D
TYPE 1
TYPE 2
DIAMOND
GOLD
SILVER
BRONZE
A Survey of Satisfaction level of the Retailers
[Source: Internal company circulars]
Availability of various brands at retail shops :-
[General Findings]
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Thum
s-up
Sprit
e
Limca
Maz
zaFan
ta
Kinley
Soda
Kinley
Wate
r
MM
Pulpi
MM
nimbu
Coca-C
ola
Diet Coke
0
10
20
30
40
50
60
70
80
Series 1
Series 1
. Interpretation:-
Above graph shows the position of various brands in different retail stores of Ahmadabad. It indicates that the most sold brand are Thumps-up, Sprite, and Limca. And the least sold brands are Coca-Cola, , MM Nimbu Diet Coke. It helps to identify which products are need to be treated carefully to increase its sales
[Source: Market survey]
Types of outlets visited:-
44 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
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Series 1
GroceryConvenienceMedicalE & D Shop
Interpretation:-
I have visited nearly 232 stores, out of which the number of convenience stores are approximately 93 which includes Pan parlour Ice- cream parlour, etc. The number of Grocery stores were 63, whereas number of medical stores are 16, and E & D stores are 60 which includes Fast food corners, canteens, small restaurants etc.
[Source: Market survey]
Promotional Schemes given to retailers:-
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There are various schemes offered to retailers according to various
packages sold:-
On purchase of two carets of 600 ml (mobile pet pack), five mobile pack free.
On purchase of one caret of 1.25 litre, 2.25 litre, one free bottle is given.
On purchase of two carets of soda (‘KINLEY’ club) seven bottles are free
On purchase of three carets of soda (‘KINLEY’ club) nine bottles are free.
On purchase of eight carets of cane, one caret free.
[Source: Market Developers and retailers]
Pricing and promotional strategies:-
46 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
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[ For Retailers and middlemen]:-
Trade Promotion:-
Coca cola company gives incentives to middle men or retailers in way a that
they offer them free samples and free empty bottles, by this these retailers and middle man
push their product in the market. And that’s why coca cola seen more in the market (“Seen as
sold”).
They do agreements with a shop keepers and stores to exclusive sale in that
stores. These stores are called as KEY accounts in their local language. And coke also invest
heavy budget on these stores and offers them free samples and free bottles and some time
cash incentives.
Different Price In Different Seasons :-
Sometimes Coca Cola Company change their product prices according to the
season.
So, in winter they reduce their prices to maintain their sales and profit. But
normally they reduce the prices of their pet bottles or 1 litter plastic bottle.
Getting shelves :-
The retailers are provided shelves in big departmental stores and display
their products in that shelves in that style which show their product more clear and
more attractive for the consumers.
Eye Catching Position:-
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Salesman of the coca cola company positions their freezers and their
products in eye- catching positions. Normally they keep their freezers near the entrance of the
stores.
Sale Promotion:-
Company also do sponsorships with different college and school’s cafes
and sponsors their sports events and other extra curriculum activities for getting market share.
(Rounds played by local college teams ).
UTC Scheme:-
UTC mean Under The Crown scheme, coca cola often do this type of
scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, TV sets,
cash prizes etc. This scheme is very much popular among children.
Facilitating products by providing good display infrastructure:-
For providing their product in good manner company has provided
infrastructure these includes:
Vizi cooler.
Freeze.
Display racks.
Free empty bottles and shells for
bottles.
[Source: Market Developers and retailers]
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CHAPTER VIII[Data Analysis and Interpretation]
Data analysis and Interpretations:-
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Calculation of sample size:-
Total population: 5800 outlets Assume maximum sample =250 outlets
p = 250/5800 =0.043
q = 1- p = 1- 0.043 = 0.957
It is assumed that there is 5% of error and 95% of level of significance,
Z = 0.95/2 = 0.475, by seeing in z- table in reverse we will get 1.96
n = z 2 pq = (1.96) 2 × 0.043 × 0.957 e2 (0.05)2
= 63.23 = 63.
So, we can take our sample between Min. 63 to Max. 250 outlets.
So, I have taken my sample as 232 outlets that is between 63 to 250 or 4% of total population.
[Source: Business Statistics by KEN BLACK]
1) How long you are dealing with Coca-Cola products?
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Less than 1 year 1-3 years 4-7 years 8-10 years23 54 123 32
Percentage:- [%]
Less than 1 year 1-3 years 4-7 years 8-10 years9.91 23.28 53.02 13.79
Less than 1 year 1-3 years 4-7 years 8-10 years0
20
40
60
80
100
120
140
Series 1
Series 1
Interpretation:-
Above graph explains that most of the retailers are dealing with company’s products for quite a long time that is 4-7 years that is out of 232 retailers 123 retailers. It shows the retailers are continuously selling the products of Coca-Cola which shows they have positive interest in company’s products. There are only 32 retailers who have very long tie with the company taht is 8-10 years. Others are 21 and 54 retailers who are dealing with company for less than 1 year and 1-3 years respectively.
2) What do you feel about Quality of coca-cola products?
Very good Good Satisfactory Poor
51 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
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96 84 34 18
Percentage :- [%]
Very good Good Satisfactory Poor41.38 36.21 14.66 7.75
Very good Good Satisfactory Poor0
20
40
60
80
100
120
Series 1
Series 1
Interpretation:-
Most of the retailers are of the opinion that Coca- Cola products have very good quality amongst other soft drinks. Out of 232 there are 98 retailers who are in the opinion of very good that is percentagewise 42.24%, 84 retailers are of the opinion that the quality is good, where as 34 and 18 retailers are of the opinion of satisfactory and poor respectively.
3) Which factor enables you the most to choose the coca-cola products?
Demand Quality Scheme Margin
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97 47 56 32
Percentage:-[%]
Demand Quqlity Scheme Margin41.81 20.26 24.14 13.79
Demand Quality Scheme Margin0
20
40
60
80
100
120
Series 1
Series 1
Interpretation:-
Above data explains that most of the retailers gives preference to demand for dealing with company’s products. About 41.81% retailers consider demand as an effective factor while dealing with company, where as 56 retailers that is 24.14% are consider schemes as an important factor, where 47 retailers that is 20.26 % are consider quality as an influencing factor, where only32 retailers that is 13.7 % consider margin as an influencing factor.
4) What do you feel about the Price of coca-cola products?
Very high High Average Low
53 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
62 121 49 0
Percentage:-[%]
Very high High Average Low26.72 52.16 21.12 0
Very high High Average Low0
20
40
60
80
100
120
140
Series 1
Series 1
Interpretation:-
Most of retailers that is out of 232 about 121 feel that the prices of Coca-Cola products are high, percentagewise it is 52.16%. Where about 62 retailers that is 26.72% feel that prices are very high, where as only 49 retailers that is about 21.12% retailers feel the prices are average and no one feel that the prices of Coca-Cola products are low.
5) Are you dealing with other companies?
Yes No
169 63
54 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Percentage:-[%]
Yes No
72.84 27.16
Yes No0
20
40
60
80
100
120
140
160
180
Series 1
Series 1
Interpretation:
Above data indicates that the retailers who are dealing with other companies are 169
[72.84%] , where as the retailers who are not dealing with other companies , that is they are
under monopoly contract are 63 [27.16%].
If yes, then specify....
Pepsi RC cola Parle Local brands
55 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
106 15 39 9
Percentage:-[%]
Pepsi RC cola Parle Local brands
62.72 8.88 23.08 5.32
Pepsi RC cola Parle Local brands0
20
40
60
80
100
120
Series 1
Series 1
Interpretation:
Most of the retailers that is 106 [62.72%] are dealing with Pepsi other than Coca-Cola
products, where as 39 [23.08%] retailers are dealing with Parle products like frooti, where as
15 [8.88%] are dealing with RC cola, and 9 [5.32%] retailers are dealing with other local
brands like Sosyo, other than Coca-Cola products.
6). Which schemes you like the most?
56 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Free bottle on crates
Monopoly discount Brand display schemes
Taget based profit
109 63 44 16
Percentage:-[%]
Free bottle on crates
Monopoly discount Brand display schemes
Taget based profit
46.98 27.16 18.96 6.90
Free bottles on crates
Monopoly discount
Brand display schemes
Target based profit0
20
40
60
80
100
120
Series 1
Series 1
Interpretation:-
The above data shows that out of 232 retailers about109 that is 46.98% like to have more of free bottles schemes, as it leads to directly increase in their profit. Other 63 [27.29 %] retailers are interested in having monopoly discount that includes selling of Coca-Cola products exclusively, where about 44 [18.96 %] retailers are interested in brand display schemes and 16 [6.90 %] are interested in target based profit as promotional schemes.
7) How many times do you face seasonal shortage of brands?
57 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
0 time 1 time 2-3 times More than 3 times9 60 102 61
Percentage:-[%]
0 time 1 time 2-3 times More than 3 times3.88 25.86 43.97 26.97
0 time 1 time 2-3 times More than 3 times0
20
40
60
80
100
120
Series 1
Series 1
Interpretation:-
Above graph explains that about 102 [43.97%] retailers are facing seasonal shortage 2-3 times in particular season, where about 61 [26.97%] retailers are facing seasonal shortage more than 3 times, where 60 [25.86%] are facing seasonal shortage 1 time and about 9 [3.88%] retailers are facing seasonal shortage 0 time.
8) Do you have proper accessibility of coca-cola products?
58 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Yes Less frequently No137 53 42
Percentage:-[%]
Yes Less frequently No59.05 22.84 18.11
Yes Less frequently No0
20
40
60
80
100
120
140
160
Series 1
Series 1
Interpretation:-
The data explains that 137 [59.05%] retailers says that theu have proper accessibility to company’s products, where 53 [22.84%] retailers says that they have proper accessibility of goods less frequently, where 42 [18.11%] are of the opinion that they don’t have proper accessibility towards company’s products.
9) Problem solving approach of coca-cola officials?
59 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
1-2 days 2-3 days 3-4 days More than 4 days7 16 81 128
Percentage:-[%]
1-2 days 2-3 days 3-4 days More than 4 days3.02 6.9 34.91 55.17
1-2 days 2-3 days 3-4 days More than 4 days0
20
40
60
80
100
120
140
Series 1
Series 1
Interpretation:
The above data explains that 128 [55.17%] retailers are in the opinion that it takes more than 4 days to resolve the problem, where 81 [34.91%] retailers are of the opinion that it takes 3-4 days to resolve the problem, 16 [6.9%] and 7 [3.02%] retailers are of the opinion that it takes 2-3 days and 1-2 days respectively.
10) Do you have any complaints about the products and services?
60 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Yes No
225 7
Percentage:-[%]
Yes No
96.98 3.02
Yes No0
50
100
150
200
250
Series 1
Series 1
Interpretation:
The data explains that out of 232 retailers 225 [96.98%] are saying they are facing problems about products and services while dealing with company’s goods, where about 7[3.02%] retailers are of the opinion that they don’t face problem.
If yes, then what kind of problems do you face, specify:
61 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Maintenance of coolers Replacement Schemes45 141 39
Percentage:-[%]
Maintenance of coolers Replacement Schemes20 62.67 17.33
e Maintenance of coolers Replacement Schemes0
20
40
60
80
100
120
140
160
Series 1
Series 1
Interpretation:
Above data explains that what type of problems the retailers are facing. It explains that141 [62.67%] retailers are facing problem of replacement of goods, where 45 [20%] retailers are facing problem of maintenance of coolers, where 39 [17.33%] retailers are facing scheme related problems. So, it can be understood that most of the retailers are facing replacement related problems.
11) Do you have any suggestions to improve the service of coca-cola products?
62 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Yes No204 28
Percentage:-[%]
Yes No87.93 12.07
Yes No0
50
100
150
200
250
Series 1
Series 1
Interpretation:
The data given above explains the number of retailers who are facing some problems and want to give suggestions for improving the services given by the company. About 204 [87.93%] retaiolers says that they want to give suggestions to improve services, where 28[12.07%] retailers don’t want to give any suggestions.
If Yes, then which of the following suggestions you would like to give?
63 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
On time delivery Inrease in promotional schemes
Quick problem solving approach
47 92 65
Percentage:-[%]
On time delivery Inrease in promotional schemes
Quick problem solving approach
23.04 45.1 31.86
On tim
e deli
very
Incr
ease
in pro
motio
nal sc
hemes
Quick pro
blem so
lvin
g appro
ach
0
20
40
60
80
100
Series 1
Series 1
Interpretation:
Most of the retailers that is 92 [45.10%] out of 204 want to give suggestions, that the company should increase in various promotional schemes given, where as 65 [31.86%] retailers want the company should work on quick problem solving approach, where as 47 [23.04%] retailers want that the company should improve its delivery system.
64 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-IX[Findings and conclusions]
Findings:-
65 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Mos t o f t he r e t a i l e r s a r e dea l i ng w i th t he company fo r qu i t e a l ong
t ime , so t hey a r e i n a be t t e r s t a t e t o g ive impor t an t i n fo rma t ion abou t
t he s a t i s f ac t i on l eve l .
Mos t o f r e t a i l e r s a r e hav ing p rob l em wi th t im ing and f r equency o f van .
Company shou ld i nc r ea se t he f r equency o r add more veh i c l e s .
The p romot iona l s t r a t egy i s be t t e r t han t ha t o f i t s compe t i t o r , bu t t hey
need t o r ev i s e some s t r a t eg i e s t o s a t i s fy t he r e t a i l e r s .
Mos t o f t he r e t a i l e r s a r e ve ry much s a t i s f i ed w i th t he qua l i t y p rov ided
by t he company .
The marke t sha r e o f coke p roduc t s i s h ighe r t han t he o the r p roduc t s .
Thumps-up i s t he l e ad ing b r and o f coca -co l a i n d i f f e r en t r eg ions .
Mos t o f t he r e t a i l e r s a r e f a c ing s ea sona l sho r t age o f t he p roduc t s .
Sa l e s o f coke a r e i nc r ea s ing r ap id ly i n Ahmedabad marke t whe re i do
work s t udy .
Re ta i l e r s p l ay an impor t an t r o l e wh i l e s e l l i ng p roduc t s a s t hey can
d ive r t t he de s i r e o f a cus tomer by p rov id ing s ame t h ing o f o the r b r ands .
Mos t o f t he r e t a i l e r s a r e i n t e r e s t ed i n f r e e bo t t l e s cheme a s i t l e ads t o
i nc r ea se t he i r ma rg in .
The ma jo r compe t i t o r s o f Coca -Co la a r e Peps i and Pa r l e a s f a r a s t he
l oca l Ahmedabad marke t i s conce rned .
Some r e t a i l e r s compla in abou t t he s e rv i ce & r epa i r o f coo l e r s .
Re ta i l e r s f a ce t he p rob l em o f commun ica t i on o f t he s chemes a s
t he o f f e r ed s chemes a r e no t f u l l y p rov ided t o t hem.
Coca -co l a i s t he ma rke t l e ade r i n ove ra l l ma rke t .
I t t ake s ave rage 3 -4 days t o so lve t he p rob l ems o f r e t a i l e r s .
Mos t o f t he r e t a i l e r s wan t t he company t o i nc r ea se i n i t s va r i ous
p romot iona l s chemes .
I f d i s cus s ing s chemes & d i s coun t s , Peps i i s p rov id ing more
s chemes t han t he Coca -Co la . [D i scus s ion w i th r e t a i l e r s ] . .
66 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Rep lacemen t o f t he p roduc t i s one o f t he ma jo r p rob l em o f t he
r e t a i l e r s .
Mos t o f t he r e t a i l e r s t h inks t ha t t he p r i c e s a r e ve ry much h igh and
i n some b rands i t keep on f l uc tua t i ng . e .g . [Minu t e Ma id Pu lp i
Orange ] .
Demand , s chemes and qua l i t y a r e t he mos t a f f ec t i ng f ac to r f o r t he
r e t a i l e r s t o dea l w i th t he company .
Limitations of the study :-
67 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
The s t udy was r e s t r i c t ed t o on ly 232 s amp le s i z e so , t he i n t e rp r e t a t i ons
& f i nd ings a r e a cco rd ing ly t o i t on ly .
The t ime pe r i od o f 6 -8 weeks was t he ma jo r l im i t a t i on .
Due t o t he t ime cons t r a in t s t he s t udy was no t ab l e t o i nc lude more
r e t a i l e r s .
To conv ince t he r e t a i l e r f o r a p rope r i n t e rv i ewing p roce s s was a l so
d i f f i cu l t .
Re ta i l e r s some t imes g ive wrong da t a .
Non-co -ope ra t i ve behav iou r o f r e sponden t was a b ig p rob l em in t h i s
su rvey .
The ana ly s i s o f p ro j ec t was ba sed on obse rva t i ons and i n t e rp r e t a t i on on
t he ba s i s o f s amp le su rvey .
Anothe r l im i t a t i on cou ld be l a ck o f knowledge . Be ing a s t uden t I
unde r t ake t h i s p ro j ec t a s a l e a rn ing expe r i ence . I have made many
mi s t akes and t hen l e a rned f rom them. I have t r i ed my be s t t o be a s
au then t i c and a s a ccu ra t e a s pos s ib l e i n t he r e sea r ch ana ly s i s t ak ing t he
he lp o f my p ro j ec t men to r on r e l evan t p r ima ry and s econda ry da t a .
Limi t ed knowledge o f t he r e sea r che r i n t he f i e l d o f r e sea r ch may l e ad
t o i n t e rp r e t a t i on e r ro r s .
Cer t a in r e t a i l e r s we re no t comfo r t ab l e i n r evea l i ng t he f i gu re s and da t a ,
a s t hey wan t t o keep i t con f iden t i a l .
The r e sponden t s may be ba sed o r i n f l uence by o the r f a c to r .
The p ro j ec t i on i s pu re ly ba sed on ve rba l mee t i ngs and may be
i n f l uenced by unp receden t ed f ac to r s .
The r e sea r ch was ba sed on p r ima ry co l l e c t i on o f da t a so t he r e may be
chances o f human e r ro r and b i a snes s .
Suggest ions and recommendations: -
The company shou ld measu re r e t a i l e r s ’ s a t i s f ac t i on r egu l a r l y .
68 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Company can i nc r ea se t he s a l e s i f i t w i l l cons ide r more on r e t a i l e r s ,
t he i r sugges t i ons o r compla in t s abou t s e rv i ce and p roduc t so t ha t
nece s sa ry ac t i ons c an be t aken .
Rev iew mee t i ng shou ld be o f t en he ld so t ha t t he work ing pa t t e rn o f t he
s a l e s peop l e c an be checked and improved i f needed .
Company r ep re sen t a t i ve s shou ld v i s i t r e t a i l e r s and shou ld make a l ong -
t e rm l i a i son w i th r e t a i l e r s so t ha t t hey can push t he p roduc t .
Dis t r i bu t e r s shou ld be conv inced t o pa s s t he i ncen t i ve s t o t he r e t a i l e r s
so t ha t t hey a r e mo t iva t ed t o p romote t h i s b r and .
Inc r ea se t he number o f r e t a i l e r s a s t h i s w i l l he lp i n mak ing h igh s a l e s
vo lume .
Cash d i s coun t shou ld be g iven &i t shou ld be compe t i t i ve and l u r i ng .
Try t o ma in t a in t he good image o f t he monopo ly ou t l e t s i n ma rke t by
deve lop ing t he image i . e . by g low boa rds , s i gn boa rds , and po in t o f s a l e
ma t e r i a l (P .O .S .M) and by p rov id ing good qua l i t y s e rv i ce s . By t h i s t he
monopo ly o f t he r e t a i l e r w i l l con t i nue and i t w i l l p romote o the r
r e t a i l e r s t o adop t Coke monopo ly .
Company shou ld a l so a t t a i n t o sma l l ou t l e t s so t ha t t he r e s a l e s c an
i nc r ea se .
Now company shou ld l aunch new t a s t e o f so f t d r i nks l i ke r e cen t l y
l aunched Minu t e Ma id & a l so l aunched new p roduc t i n ano the r
f l avou r s .
Company r ep re sen t a t i ve s shou ld s ea r ch new a r ea s fo r i nc r ea se i n s a l e s .
In w in t e r Sea son company shou ld g ive more d i s coun t & schemes t o t he
r e t a i l e r s so t hey s e l l more ou r p roduc t .
Company mus t make agg re s s ive & new s t r a t eg i e s t o f i gh t w i th ma jo r
compe t i t o r s and l oca l co ld d r i nks b r ands .
Company shou ld p romote new r e t a i l e r s .
I f pos s ib l e t r y t o g ive more d i s coun t s and s chemes .
Supp ly and d i s t r i bu t i on sy s t em shou ld be improved
69 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
The company shou ld work ou t i n t he i r compla in t s r ega rd ing t o t he
V i s i coo l e r ma in t enence .
Company shou ld g ive p rope r and t ime ly s chemes t o t he ou t l e t .
Overa l l s e rv i ce s shou ld be improved fo r ge t t i ng more s a l e s and t o
con t i nue t o be t he ma rke t l e ade r .
Company shou ld t ake s e r i ous ly t he p rob l em o f r ep l acemen t a s
mos t o f t he r e t a i l e r s a r e f a c ing t he s ame p rob l em, and t ake
immed ia t e a c t i ons t o r e so lve i t .
Conclusion:-
70 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
On the basis of findings derived from the survey of satisfaction level of retailers it is found
that the retailers are not fully satisfied with company’s services, as no. of retailers are facing
various problems such as delivery, replacement, maintenance of coolers, proper
communication of schemes, etc.
It is also found that the retailers are happy with the quality of the products as compare to its
competitors, but they are not happy with the frequent price change.
Here I want to conclude that company is having good amount of market acceptance, but still
the company need to improve all the suggestions given above to increase its market share and
retailer’s response towards products over their competitors.
As retailers are more interested in various schemes and discount, the company should take
positive action in this matter, and should give various schemes to attract various existing as
well as new retailers.
71 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-X[Geo code – project:II]
72 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
Geographic code:- [Geo code]:-
This small project is mainly concerned with tracking of exat locations of the retailers
with the help of GPS tracker that track the location by punching the longitude and latitude of
the location that helps the company to make such a route for the sales men that helps the
company to minimise its cost and the travelling.
Objectives of the study:-
To minimise the travelling route and the transportation cost and time.
To know the exat location of the outlet.
The data are gathered for 232 outlets, which includes tracking of various locations on the
basis of signals derived from the satellite.
After tracking locations of 232 outlets, all the data are then entered in a special software, that
helps to determine the routes that minimise the cost of travelling for salesmen.
Project Work:
73 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
The company is about to implement a new system that helps to minimise routes and
cost, and also wants to improve the delivery system.
In this project work I was assigned a task of punching longitude and latitude of 232
retail outlets, with the help of GPS tracker that works on the basis of satellite signals.
The shortest route forming process is very helpful for the salesmen as they are facing
lots of difficulties to find the location and deliver the ordered products in time.
The location of various outlets are tracked when the signals and their accuracy is
attained, then the punching is done and longitude and latitude points are written,
which are the indicators of the location.
The longitude and latitude points are tracked from less than 25 feet accuracy, it means
the location punched should not more than 25 feet away as it leads to wrong data
about the location. It is very important to track the exat longitude and latitude points
as the whole route forming process depends on accurate data collection.
74 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-XI[Annexture]
Questionnaire :
Dear Respondent,
75 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
I am an M.B.A student from K.J. Institute of Management, Vadasma, Dist-
Mahesana. The purpose of our research is to know “The satisfaction level of retailers of
Ahmadabad city”.
I am requesting you to fill up the following questionnaire with the assurity that the
purpose of this research is truly academic.
Personal Details:-
Name: - ___________________________________________
Address: - __________________________________________
___________________________________________
Type of Outlet: - ___________________________________________
1) How long you are dealing with Coca-Cola products?
[ ] Less than 1 year
[ ] 1-3 years
[ ] 4-7 years
[ ] 8-10 years
2) What do you feel about Quality of coca-cola products?
[ ] Very Good
[ ] Good
[ ] Satisfactory
[ ] Poor
3) Which factor enables you to choose the coca-cola products?
76 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
[ ] Demand
[ ] Quality
[ ] Schemes
[ ] Margin
4) What do you feel about the Price of coca-cola products?
[ ] Very High
[ ] High
[ ] Average
[ ] Low
5) Are you dealing with other companies?
[ ] Yes
[ ] No
If yes, then specify
___________________________________________
6). Which schemes you like the most?
[ ] Free bottles on crates
[ ] Monopoly discount
[ ] Brand display scheme
[ ] Target based profit
7) How many times do you face seasonal shortage of brands?
[ ] o times
77 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
[ ] 1 time
[ ] 2-3 times
[ ] More than three times
8) Do you have proper accessibility of coca-cola products?
[ ] Yes
[ ] Less Frequently
[ ] No
9) Problem solving approach of coca-cola officials?
[ ] 1-2 days
[ ] 2-3 days
[ ] 3-4 days
[ ] More than 4 days
10) Do you have any complaints about the products?
[ ] Yes
[ ] No
If yes, specify the reason,
___________________________________________
11) Do you have any suggestions to improve the service of coca-cola products?
[ ] Yes
78 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
[ ] No
If yes, then which of the following suggestions you would like to give?
[ ] On time delivery
[ ] Increase in various schemes given
[ ] Quick approach to problem solving
Geo code sheet:-
79 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
A Survey of Satisfaction level of the Retailers
CHAPTER-XII [Bibliography]
80 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a
DA301346 Paras Traders RA3039 N23.04533 E72.55653DA301347 Padmavati Provision RA3030 N23.04482 E72.55113DA301379 ST.Xaviers CANTEEN RA3039 N23.03731 E72.55607DA301414 Shivam Coldrinks RA3039 N23.04688 E72.55368DA301432 Tushar Provision RA3039 N23.03971 E72.56333DA301495 Shreeji Zerox RA3030 N23.04462 E72.55492DA301588 Krishna dairy Six RD RA3039 N23.03852 E72.55880DA301590 Krishna Dairy Gopalnagar RA3029 N23.03244 E72.56105DA301599 Mahavir Enterprise RA3039 N23.04649 E72.55565DA301628 Sunil Pan_Stadium RA3039 N23.03983 E72.56288DA301691 Santosh sand wich RA3039 N23.04769 E72.55703DA301715 R G Health Care RA3039 N23.03851 E72.55879DA301928 Gujarat Pan LAKHUDI RA3039 N23.04475 E72.36109DA302942 Hotel anmol Internationa RA3039 N23.04474 E72.55504DA302943 China town resturant RA3039 N23.03987 E72.56104DA302957 Tawah Majik RA3030 N23.04211 E72.55057DA302986 Zen Cafe RA3039 N23.03763 E72.54856DA302995 Jai Bhairav Parlour RA3039 N23.03999 E72.56360DA303002 H.L.BBA CANTEEN RA3039 N23.04478 E72.55501DA303032 Vishesh Enterprises RA3039 N23.04532 E72.55612DA303198 Ashapura Dairy Parlour RA3039 N23.04587 E72.55505DA303200 Ashamandir Telecome RA3043 N23.00010 E72.54639DA303215 Nidhi Hospital RA3039 N23.04002 E72.56130DA303224 Karnavati Snaks RA3043 N23.00577 E72.55546DA303263 ami provisioin store RA3039 N23.04012 E72.55734DA303483 Puja Pan Parlour RA3039 N23.03996 E72.55988DA303525 Darbar Pan Parlour RA3030 N23.04379 E72.55488DA303547 Laxmi Pan Parlour RA3039 N23.03848 E72.55873DA303563 Vivek Provision Stores RA3039 N23.04571 E72.55481DA303567 Vishal Bakery Point RA3039 N23.03851 E72.55882DA303718 MOMAI PAN PARLOUR RA3030 N23.04767 E72.59997DA303742 Jai bhairavnath kirana s RA3030 N23.04595 E72.55502DA303806 Jay Ambe Bhojanalay RA3030 N23.04535 E72.55494DA303840 Titanic Pan Parlour RA3030 N23.09762 E72.59450DA303919 Pappu Pecial Paratha ( P RA3030 N23.04231 E72.55031
A Survey of Satisfaction level of the Retailers
Websites:-
www.foodindustryindia.com
www.coca-colaindia.com
www.coca-cola.com
www.indiaretailing.com
www.google.com
Literature and Books:-
Business statistics by [KEN BLACK]
Internal company circulars
Research Methodology & Operation Research by [ COOPER]
81 | P a g e K . J . I n s t i t u t e o f M a n a g e m e n t , V a d a s m a