LIST OF GRAPHS

SERIAL
3.1
3.2
4.1

PARTICULARS
Number of outlets visited
Five SKU Billing
Reasons for Non 5 SKU Billing

PG NO
21
27
31

LIST OF TABLES
SERIAL
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
3.13
3.14
5.1

PARTICULARS
Total 5 SKU billing
Tharpakna/Lalpur 5 SKU billing
Main Road 5 SKU billing
Ashoknagar/Harmu 5 SKU billing
Purulia Road/Kanta Toli 5 SKU billing
Ratu Road 5 SKU billing
Tatisilve/Namkum 5 SKU billing
Doranda/Hinoo 5 SKU billing
Chutia/Bahu Bazar 5 SKU billing
Bypass Road/Hatia 5 SKU billing
Convenience Stores
E & D 1 Stores
E & D 2 Stores
Grocery stores
List of SKUs for the retailers

PG NO
22
23
23
24
24
25
25
26
26
27
28
28
29
29
45

LIST OF FIGURES
SERIAL
1.1
1.2
1.3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
3.10
3.11
3.12
3.13
3.14
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18

PARTICULARS
Beverages in India
Inventor of Coca Cola
Coca Cola system in India
Total 5 SKU billing
Tharpakna/Lalpur 5 SKU billing
Main Road 5 SKU billing
Ashoknagar/Harmu 5 SKU billing
Purulia Road/Kanta Toli 5 SKU billing
Ratu Road 5 SKU billing
Tatisilve/Namkum 5 SKU billing
Doranda/Hinoo 5 SKU billing
Chutia/Bahu Bazar 5 SKU billing
Bypass Road/Hatia 5 SKU billing
Convenience Stores
E & D 1 Stores
E & D 2 Stores
Grocery stores
Reasons for NON 5 SKU Billing
MDs name
Outlet Type
Cooler Availability
Cooler Purity
Order
Sale of RGB
Sale of PET 400ml
Sale of Mobile pack 600/750ml
Sale of fridge pack 1.25 L
Sale of Party pack 2L
Sale of tetra pack 200ml
Sale of Kinley 1L
Number of SKUs billed
Drinks sold
Brands stocked
Duration of sale of Coke
Factors of attraction

PG NO
2
4
7
22
23
23
24
24
25
25
26
26
27
28
28
29
29
32
33
33
34
34
34
35
35
35
35
36
36
36
36
37
37
37
37
2

4.19
4.20
4.21
4.22
4.23
4.24
4.25
4.26
4.27
4.28
4.29
4.30
4.31
4.32
4.33
4.34

Mode of purchase
Frequent buyers
Opinion about sale of Coke
Opinion about variety of products
Opinion about advertisements
Opinion about after sale support
Opinion about order rotation
Opinion about MDs behavior
Opinion about complain handling
Opinion about cooler service
Opinion about schemes offered
Opinion about rates of products
Opinion about packaging
Average number of SKUs ordered
SKU with the highest sale
Brand demanded the most

38
38
38
38
39
39
39
40
40
40
40
41
41
41
41
42

EXECUTIVE SUMMARY
The research study was conducted to learn the strategies used in driving the various product
range of global beverage company Coca Cola in terms of two of its marketing mix variables,
namely, the product portfolio on offer and the distribution process. In the process detailed
information was collected on products launched, sales and distribution practices followed by the
company, the working style of the retail outlets that stocked and retailed Coca Cola products,
and to a limited extent the psyche of the consumers. In addition the study also uncovered
initiatives taken up by the top level management and the strategies they laid out to enhance the
companys market share and sales turnover.
This research was conducted with the help of checklists and questionnaire to find out the average
SKU a retailer orders followed by a personal interview that tried to find the satisfaction levels of
the retailers regarding the support they enjoyed in terms of the products and services offered by
Hindustan Coca Cola company. In addition retailers were also queried on what more they
expected from the company, and the response of consumers towards Coca Colas products.
This project is prepared to provide a comprehensive introduction to the study of the Product
Range Selling of Coca-Cola. A genuine attempt has made to provide a very clear understanding
of the range selling done by the company and the various decisions of the company. The work
done in the organization is well balanced.
The concept of SKU Billing also referred to as Product Range Selling can be regarded as the
number of items billed at a retailer, where range signifies the variety of products and different
volumes of each product.
The concept consists of the parameter SKU- Stock Keeping Unit which is used for measuring
the Product Range billed at an outlet, where each variety and each volume is counted as 1SKU.
The concept Product Range Selling is a sub-concept which comes under the marketing
strategy of the company GREEN ( Grow By Excellent Execution).The whole project is
focused at selling wide range of company products to the retail outlets. Selling of different
varieties, flavors, sizes and products of different brands owned by the company. Selling of
unique SKUs to retailers to increase the sales volume is the main objective.
4

The process will help to leverage different brands of the company and increase the awareness
among the customers. This will help in giving the customers wide range of options and
alternatives. They will have good options to choose from. The process will help to survive in the
market as this segment is very lucrative and has high growth potential. With the entrance of
many players in the market the segment is facing cut throat competition.
The main aim of the company is to sell more than 5 SKUs or 5 unique products to the retail
outlets. This is strategic growth plan of the company for the long term growth and survival.
The organization has been seeing continuous decline in the Product Range selling so at the time
of giving this project the objective of the company was to visit each retailer and find the root
cause of the problem and removing those barriers. Recommendations and suggestions are
intended to be taken from the retailers and have been worked out.
The project is also intended towards benefit of retailers because by keeping more variety and
range of products, the sales volume will increase leading to enhanced profits and better ROI.
This is a win-win situation for the retail outlets and the company.
This research involved a study, which was descriptive in nature. It basically aims at gathering the
data about range of the products that has been billed in each billing of each outlet. Retailers were
contacted directly and personal interviews were taken at the retailer counters.