Coca Cola White Paper

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DEEP RED Analysis and Evaluation of the product availability and Activation standard in retail Outlets of Indore

By

Nidhi Tiwari

K J Somaiya Institute of Management Studies & Research
June, 2010

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DEEP RED Analysis and Evaluation of the product availability and Activation standard in retail Outlets of Indore

By

Nidhi Tiwari

Under the guidance of

Shri Tarun Purohit Marketing Manager Hindustan Coca cola Beverage Pvt. Ltd.

K J Somaiya Institute of Management Studies & Research
June, 2010

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CERTIFICATE

This is to certify that Ms. Nidhi tiwari, a student of the Post-Graduate Diploma in Retail Management, has worked under my guidance and supervision. This Summer Project Report has the requisite standard and to the best of my knowledge no part of it has been reproduced from any other summer project, monograph, report or book.

Organisational Guide Mr. Tarun Purohit Marketing Manager Hindustan Coca Cola Beverages Pvt. Ltd.

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DEEP RED
Analysis and Evaluation of the product availability and activation standard in retail Outlets of Indore Low per capita income, lesser awareness about branded products, predominant rural population,
widespread illiteracy and ignorant attitude towards money product preference are some of the most pronounced characteristics of Indian middle class consumers. This kind of demographic distribution makes it hard for companies to sell a product which neither falls under the category of need nor under necessity. India is a country of over a billion people, with a very low per capita consumption of soft drinks. An independent study shows that out of 120 billion litres of non alcoholic beverage consumed in India, only 4% falls under the ready-to-drink category. Here in lies the next big opportunity. With increased urbanisation, growth of the middle class and both spouses coming under employed category, increasing number of people are getting introduced to ready-to-drink packaged drinks, which... [continues]

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