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SUMMER TRAINING PROJECT REPORT ON
A STUDY ON AVAILABILITY OF COCA-COLA IN
RURAL MARKET OF PATNA
AT
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.
FOR THE PARTIAL FULF I LLMENT OF THE
REQUIREMENT FOR THE AWARD OF
POST GRADUATE DI PLOMA I N MANAGEMENT
SUBMITTED TO: SUBMITTED BY:
Prof. (Dr.) S.N. BANERJEE SUSHIL KUMAR SHARMA
(DIRECTOT SSIMT) PGDM (2013-2015)
Plot No-677, Management Village (Chand Sarai) Gosainganj,
Lucknow, Uttar Pradesh- 227 125
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AN AUTONOMOUS CONSTITUENT INSTITUTE OF
A.I.C.T.E, LUCKNOW
Session 2013-2015
Certificate
This is certified that Mr. Sushil Kumar Sharmaof PGDM 3rdSEM (2013-2015) has
completed his Summer Training Project Report on A study on availability of
coca-cola in rural market of Patna for the partial fulfillment of PGDM Degree.
The duration of Summer Training was eight weak from 27th May to 27 thJuly 2014.
Prof. (Dr.) S.N. BANERJEE
(DIRECTOR)
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PREFACE
HR SALES plays vital role in todays business scenario in consumer product
Company, when there is such a high competition in the market. The emphasis in the
project is providing the study and an insight into Indian FMCG Business Scenario.
The Summer Project is designed to provide participation of PGDM program as on the
job experience. This has given a chance to try and apply the academic knowledge and
gain insight into corporate culture. This helps in developing decision-making abilities
and emphasizes on active participation by the student. I gained valuable experience &
knowledge during the survey. The Project consists of findings after data analysis &
then conclusions were drawn and finally recommendations were put forward.
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ACKNOWLEDGEMENTS
First and foremost I thank the God for his blessings, showered on us in completing the
project successfully. I record my sincere gratitude to my supervisor Mr. Santosh
KumarR.T.MHCCBL Patliputra, Patna for suggesting the topic and for providing
constant inspiration, encouragement and guidance.
I am grateful to Miss Shyamali Dubey, (Asst. Professor),SSIMT,Lucknow, for her
valuable suggestion, constant inspiration during the course of study.
I am grateful to my company guide Mr. Moinuddin Abbasi (A.S.M. Coca-Cola,
Patna), Mr. Santosh Kumar (R.T.M. Coca-Cola, Patna), Mr. M.Gunjan
(Sales Executive, Coca-Cola, Patna) and Mr. Praveen Kumar (M.D. coca-cola
Patna)for their valuable guidance and inspiration extended all along the project.
I would also like to thank my friends Mr. Chanchal Singh for their help, cooperation
and support during the project.
My heartful thanks goes to all who helped me to gain knowledge about the actual
work in the process involved in various departments. However, I accept the sole
responsibility for any possible error of omission and would be extremely grateful to
the readers of the internship report if they bring such mistakes to my notice.
SUSHIL KUMAR SHARMA
PGDM (2013-15)
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DECLARATION
I hereby declare that the project work entitled A Study On Availability of Coca-
Cola In Rural Market Of Patna In Hindustan Coca-Cola Beverages Pvt. Ltd.
is a record of an original work done by me for the award of Post Graduate Diploma
in Management and submitted to the SSIMT Lucknow(approved by A.I.C.T.E.)
under the guidance of my mentor, Ms. Shyamali Dubey, the faculty member of the
institute.
The work has not performed the basis for the award of any diploma associate-ship
fellowship and similar project if any and this is all my own work and has not been
copied in any way from anyone.
SUSHIL KUMAR SHARMA
PGDM (2013-15)
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TABLE OF CONTENTS
SL. NO. CHAPTER PAGE NO.
INTRODUCTION
Executive summary 9
Introduction 10
History 13
The fmcg industry in India 20
Beverage Industry In India 22
Soft Drinks 24
Introduction Of The Organization 25
Company Head quarter 27
Top Managements in Coca-Cola 28
Production 31
Formula of natural flavorings 31
Company Product 32
Coca-Cola 32
Thumps Up 33
Fanta 34
Limca 35
Sprit 36
Mazza 37
Kinley Water 38
Sectional product of coca-cola 39
Competitor 40
History of Bottling 43
Year Wise History Of Bottling 43
Hindustan Coca Cola Beverages Private Limited
(Hccbpl)
45
Milestones 46
Companys Vision, Mission and Values 47
The Corporate Objective 48
Manufacturing Coca-Cola plants in India 49
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Organizational Structure of The Sales Department In
hccbpl
52
Manufacturing Process at hccbpl 53
COMPETITORS TO HCCBPL 57Packaging and Pricing Details 59
Promotional Efforts of Coca Cola 62
Business Plant Model of Coca Cola 63
Swot Analysis 66
Marketing Tools 67
Future Scope 69
Experiential Learning 71CSR 73
RESEARCH METHODOLOGY
Research Methodology 78
Objective of the Study 78
Methods of Data Collection 79
Key (Areas) Patna 80
Data Source 81
Analysis and Data Interpretation 82
Analysis of Data 97
Findings 101
Conclusion 102
Recommendations 103
Limitations of the research work 104
Scope of the study 105
BIBLIOGRAPHY
Bibliography 107
Questionnaire 108
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EXECUTIVE SUMMARY
Over the last few years hundreds of companies have greatly improved their
performance & the graph of growth through superior sales promotion services. Today
many companies are builder on these foundations and are turning their products in
soft drink segment in to a formidable competitive weapon. Sales promotion service
has become a subject of huge interest in recent years. Coca -Cola company is the
global company and has completed 123 years of consumer service with some of the
world's most widely recognized brands, the Coca-Cola business in INDIA, as in each
country where they operate, is a local business. Their beverage is produced locally
employing Indian citizen, their product range and marketing reflects Indian taste and
lifestyles. After a 16 - year's absence, Coca-Cola returned to India in 1993. The
company presence in India was cemented in November that year in a deal that gave
Coca-Cola ownership of the nation's top soft drinks brands and bottling network.
The main objective of this study lies in understanding the product, distribution
strategy and studying the market of SSD (Sparkling soft drink) brands by Coca-Cola
and understanding consumer brand preference and its availability in rural market with
more inclination towards the study on market of Coca-cola soft drinks, juices and
Kinley water, and respective competitors analysis.
This report will also give insight to the companys availability in rural market, the
production process, their strategies to keep up with their retailers, companys
approach towards the sales of products and most importantly this report will provide
an opportunity to know the market estimation of Coca-Cola in rural market, company
avenue to create a good future plan, this report will provide detailed information
prevailing market estimation and thus itself to meet the rural market challenges by
making adjustment in its new strategy and promotional & execution activity.
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INTRODUCTION
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Fi ure 1Coca-Cola Com an of Atlanta
About the coca-cola company
The Coca-Cola Company is the world's largest beverage company, refreshing
consumers with more than 450 sparkling and still brands. Along with Coca-Cola,
recognized as the world's most valuable brand, the Company's portfolio includes 12
other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola
Zero, vitamin water, POWERADE, Minute Maid and Georgia Coffee.
Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks
and ready-to-drink teas and coffees. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy the Company's beverages at a
rate of 1.5 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that protect the
environment, conserve resources and enhance the economic development of the
communities where we operate. For more information about our Company, please
visit our Web site at
www.thecoca-
colacompany.com.
Coca-Cola is a carbonated
soft drink sold in stores,
restaurants, and vending
machines in more than 200
countries. It is produced by
The Coca-Cola Company of
Atlanta, Georgia, and is often
referred to simply as Coke(a registered trademark of The Coca-Cola Company in the
United States since March 27, 1944). Originally intended as a patent medicine when it
was invented in the late 19th century by John Pemberton, Coca-Cola was bought out
by businessman Asa Griggs Candler, whose marketing tactics led Coke to its
dominance of the world soft-drink market throughout the 20th century .
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world.
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The bottlers, who hold territorially exclusive contracts with the company, produce
finished product in cans and bottles from the concentrate in combination with filtered
water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to
retail stores and vending machines. Such bottlers include Coca-Cola Enterprises,
which is the largest single Coca-Cola bottler in North America and Western Europe.
The Coca-Cola Company also sells concentrate for soda fountains to major
restaurants and food service distributors. The Coca-Cola Company has, on occasion,
introduced other cola drinks under the Coke brand name. The most common of these
is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-
Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions
with lemon, lime or coffee. Based on Interbrand's best global brand 2011, Coca-Cola
was the world's most valuable brand.
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19th centur historical ori ins
Old German Coca-Cola bottle o ener
Coca-Cola romotion
Coca-Cola advertisement1943
History
19th century historical origins
Coca-Cola founders Asa G. Candler and
Dr. John S. Pemberton are seen together
at Asa G. Candler & Co. pharmacy, 47
Peachtree St., Atlanta in the only extant
albumen photograph from 1888. Also
shown is the biography of Candler
written by his son, Charles Howard Candler.
Old German Coca-Cola bottle opener
An original Coca-Cola bottle opener would have
the STARR X logo with Brown Co written
on the front. According toBrown Manufacturing
Company,producers of the bottle openers, the
first Drink Coca-Cola STARR X bottle
openers started to appear around 1929. Around
this time, the Coca-Cola STARR bottle opener
evolved to the Starr X design.
Believed to be the first coupon ever, this ticket for
a free glass of Coca-Cola was first distributed
in 1888 to help promote the drink. By 1913, the
company had redeemed 8.5 million tickets.This
Coca-Cola advertisement from 1943 is still
displayed in the small city of Minden,
Louisiana. The prototype Coca-Cola recipe was
formulated at the Eagle Drug and Chemical
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Company, a drugstore in Columbus, Georgia, by John Pemberton, originally as a coca
wine called Pemberton's French Wine Coca. He may have been inspired by the
formidable success of Vin Mariani, a European coca wine.
In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton
responded by developing Coca-Cola, essentially a nonalcoholic version of French
Wine Coca. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8,
1886. It was initially sold as a patent medicine for five cents a glass at soda fountains,
which were popular in the United States at the time due to the belief that carbonated
water was good for the health. Pemberton claimed Coca-Cola cured many diseases,
including morphine addiction, dyspepsia, neurasthenia, headache, and impotence.
Pemberton ran the first advertisement for the beverage on May 29 of the same year in
theAtlanta Journal.
By 1888, three versions of Coca-Cola sold by three separate businesses were on
the market. A co-partnership had been formed on January 14, 1888 between
Pemberton and four Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O.
Mullahy and E.H. Blood worth. Not codified by any signed document, a verbal
statement given by Asa Candler years later asserted under testimony that he had
acquired a stake in Pemberton's company as early as 1887.
Asa Candler, however, eventually took on a more formal position by being part of the
Coca-Cola Company incorporation filed in the Fulton County Superior Court on
March 24, 1888. This action included Charley Pemberton and Wool folk Walker,
along with the latter's sister, Margaret Dozier. The four made up the original
shareholders for "Coca-Cola Company," a Georgia corporation. All parties held
copies of the Coca-Cola recipe and could continue to use the formula separate of each
other.
Pemberton, though, had declared that the name "Coca-Cola" belonged solely to his
son Charley. The situation was quite agitating to both Candler and Walker, and
quickly placed the two at odds with Charley Pemberton. What further caused friction
over this issue was that John Pemberton variously forgot he had actually signed over
the sole rights to the "Coca-Cola" name to his son Charley earlier. Pemberton's
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ongoing health problems, compounded by his morphine addiction brought about from
his old Civil War injury, made the situation difficult.
Charley Pemberton's record of control over the "Coca-Cola" name was the underlying
factor that allowed for him to participate as a major shareholder in the March 1888
Coca-Cola Company incorporation filing made in his father's place. More so for
Candler especially, Charley's position holding exclusive control over the "Coca Cola"
name continued to be a thorn in his side.
Asa Candler's oldest son, Charles Howard Candler, authored a book in 1950
published by Emory University. In this definitive biography about his father, Candler
specifically states: "..., on April 14, 1888, the young druggist [Asa Griggs Candler]purchased a one-third interest in the formula of an almost completely unknown
proprietary elixir known as Coca-Cola."
The deal was actually between John Pemberton's son Charley and Walker, Candler &
Co. - with John Pemberton acting as cosigner for his son. For $50 down and $500 in
30 days, Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola
Company that Charley held, all while Charley still held on to the name. After the
April 14th deal, on April 17, 1888, one-half of the Walker/Dozier interest shares were
acquired by Candler for an additional $750.
Charles Howard Candler's statement that April 14, 1888 was the date his father
secured a "one-third interest in the formula" held by Charley Pemberton for the then
obscure Coca-Cola elixir, none-the-less confirms this event was a major turning point
for Asa Candler and his interests in Coca-Cola. This, too, was a most auspicious
occasion that Asa Candler would have especially wanted to preserve in an 'official'photograph. By this time the "Coca-Cola" syrup-making apparatus had already been
moved from Joe Jacob's pharmacy to the basement of Candler's larger 47 Peachtree
Street location, where the drink's ever increasing syrup-bottling demands could be
better handled.
In 1910, Asa Candler had ordered all corporate documents pertaining to the first
Coca-Cola Company burned. The original 1888 photograph shows the very
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beginnings of the Coca Cola Company, and formerly was the personal property of
Asa Griggs Candler.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888,
brazenly came forward to claim her signature on the 1888 Coca-Cola Company bill of
sale had been forged. Subsequent analysis of certain similar transfer documents had
also indicated John Pemberton's signature was most likely a forgery, as well, which
some accounts claim was precipitated by his son Charley.
In 1892, Candler set out to incorporate a second company; "The Coca-Cola
Company" (the current corporation). However, in 1910, Candler had the earliest
records of the "Coca-Cola Company" burned. This was claimed to have been madeduring a move to new corporation offices around this time.
The loss of the early corporate records further obscured the 1888 corporation's legal
origins. Only one sole original "ASA G. CANDLER & CO." photograph from 1888
remains, and that example Candler at one time kept at his private home outside of
Atlanta.
After Candler had gained a better foothold of Coca-Cola in April 1888, he never-the-
less was forced to sell the beverage he produced with the recipe he had under the
names "Yum Yum" and "Koke". This was while Charley Pemberton was selling the
elixir, although a cruder mixture, under the name "Coca-Cola", all with his father's
blessing. After both names failed to catch on for Candler, by the summer of 1888, the
Atlanta pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola,
and hoped he could force his two competitors, Walker and Dozier, completely out of
the business, as well.
When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler
now sought to move swiftly forward to attain his vision of taking full control of the
whole Coca-Cola operation.
Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler
more than anyone else. Candler is said to have quickly maneuvered to purchase the
exclusive rights to the name "Coca-Cola" from Pemberton's son Charley right after
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Dr. Pemberton's death. One of several stories was that Candler bought the title to the
name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral.
Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick
of opium by his side. Ten days later, Charley died at Atlanta's Grady Hospital at the
age of 40. In Charles Howard Candler's 1950 book about his father, he stated: "On
August 30th {1888}, he {Asa Candler} became sole proprietor of Cola-Cola, a fact
which was stated on letterheads, invoice blanks and advertising copy."
With this action on August 30, 1888, Candler's sole control became technically asll
true. Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a
full payment amounting to $1,000, which all agreed Candler could pay off with a
series of notes over a specified time span. By May 1, 1889, Candler was now claiming
full ownership of the Coca-Cola beverage, with a total investment outlay by Candler
for the drink enterprise over the years amounting to $2,300.
Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor
wall advertisement was painted in the same year, in Cartersville, Georgia.
The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the Biedenharn
Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original
bottles were Biedenharn bottles, very different from the much later hobble-skirt
design now so familiar. Asa Candler was tentative about bottling the drink, but two
entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B.
Whitehead, proposed the idea and were so persuasive that Candler signed a contract
giving them control of the procedure for only one dollar. Candler never collected his
dollar, but in 1899, Chattanooga became the site of the first Coca-Cola bottling
company. The loosely termed contract proved to be problematic for the company for
decades to come. Legal matters were not helped by the decision of the bottlers to
subcontract to other companies, effectively becoming parent bottlers.
Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small
quantities, as an over-the-counter remedy for nausea or mildly upset stomach.
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Coca-Cola syrup
Fi ure 6Cans of Coke
NEW COKE
20th century landmarks
By the time of its 50th anniversary, the soft drink
had reached the status of a national icon in the USA.
In 1935, it was certified kosher by Atlanta Rabbi
Tobias Geffen, after the company made minor
changes in the sourcing of some ingredients.
Original framed Coca-Cola artist's drawn graphic
presented by The Coca-Cola Company on July 12, 1944 to Charles Howard Candler
on the occasion of Coca-Cola's "1 Billionth Gallon of Coca-Cola Syrup."
Legended to be the first installation anywhere of the
celebrated "Boat Motor" styled Coca-Cola soda
dispenser, Fleeman's Pharmacy, Atlanta, Georgia.
Photograph circa 1948.
The longest running commercial Coca-Cola soda
fountain anywhere was Atlanta's Fleeman's
Pharmacy, which first opened its doors in 1914.
Jack Fleeman took over the pharmacy from his
father and ran it till 1995; closing it after 81 years. On July
12, 1944, the one-billionth gallon of Coca-Cola syrup
was manufactured by The Coca-Cola Company. Cans of
Coke first appeared in 1955.
New Coke
Coca-Cola sign in Colorado City, Texas On April 23,
1985, Coca-Cola, amid much publicity, attempted to
change the formula of the drink with "New Coke". Follow-
up taste tests revealed most consumers preferred the taste of New Coke to both Coke
and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for
the old drink, leading to a backlash. The company gave in to protests and returned to a
variation of the old formula, under the name Coca-Cola Classic, on July 10, 1985.
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21st century
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for
the first time since the Arab League boycotted the company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-
Cola". The word "Classic" was removed because "New Coke" was no longer in
production, eliminating the need to differentiate between the two. The formula
remained unchanged. In January 2009, Coca-Cola stopped printing the word "Classic"
on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern
United States. The change is part of a larger strategy to rejuvenate the product's
image. The word "Classic" was removed from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products,
Costco stopped restocking its shelves with Coke and Diet Coke. However, some
Costco locations (such as the ones in Tucson, Arizona), sell imported Coca-Cola from
Mexico.
Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011,
the company announced price reductions, asking retailers to sell eight-packs for
$2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89
cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but the
price was going up to $1.19.
In 2012, Coca-Cola would resume business in Burma after 60 years of absence due to
U.S.-imposed investment sanctions against the country. Coca-Cola with its partners is
to invest USD 5 billion in its operations in India by 2020.
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THE FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods
(CPG) is products that have a quick turnover and relatively low cost. Consumers
generally put less thought into the purchase of FMCG than they do for other products.
The Indian FMCG industry witnessed significant changes through the 1990s. Many
players had been facing severe problems on account of increased competition from
small and regional players and from slow growth across its various product
categories. As a result, most of the companies were forced to revamp their product,
marketing, distribution and customer service strategies to strengthen their position in
the market. By the turn of the 20th century, the face of the Indian FMCG industry had
changed significantly. With the liberalization and growth of the Indian economy, the
Indian customer witnessed an increasing exposure to new domestic and foreign
products through different media, such as television and the Internet. Apart from this,
social changes such as increase in the number of nuclear families and the growing
number of working couples resulting in increased spending power also contributed to
the increase in the Indian consumers personal consumption. The realization of the
customers growing awareness and the need to meet changing requirements and
preferences on account of changing lifestyles required the FMCG producing
companies to formulate customer-centric strategies. These changes had a positive
impact, leading to the rapid growth in the FMCG industry. Increased availability of
retail space, rapid urbanization, and qualified manpower also boosted the growth of
the organized retailing sector.HLL led the way in revolutionizing the product, market,
distribution and service formats of the FMCG industry by focusing on rural markets,
direct distribution, creating new product, distribution and service formats. The FMCG
sector also received a boost by government led initiatives in the 2003 budget such asthe setting up of excise free zones in various parts of the country that witnessed firms
moving away from outsourcing to manufacturing by investing in the zones. Though
the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike
some industries, such as automobiles, computers, and airlines, FMCG does not suffer
from mass layoffs every time the economy starts to dip. A person may put off buying
a car but he will not put off having his dinner. Unlike other economy sectors, FMCG
share float in a steady manner irrespective of global market dip, because they
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Different forms of beverages
generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG
sector, which is growing at the rate of 9% is the fourth largest sector in the Indian
Economy and is worth Rs. 93,000 crores. The main contributor, making up 32% of
the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG
sector will be worth Rs.143,000 crores. The sector being one of the biggest sectors of
the Indian Economy provides up to 4 million jobs (Source: HCCBPL, Monthly
Circular, March).
The FMCG sector consists of the following categories:
Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,
Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and
Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps, Colgate,
Marico, Dabur and Procter & Gamble.
Household Care- Fabric wash
(Laundry soaps and synthetic
detergents), Household cleaners
(Dish/Utensil/Floor/Toilet cleaners),
Air fresheners, Insecticides andMosquito repellents, Metal polish
and Furniture polish; the major
players being; Hindustan Lever
Limited, Nirma and Ricket Colman.
Branded and Packaged foods and
beverages- Health beverages, Soft drinks,
Staples/Cereals, Bakery products (Biscuits,
Breads, Cakes), Snack foods, Chocolates, Ice-creams, Tea,
Coffee, Processed fruits, Processed vegetables, Processed meat, Branded flour,
Bottled water, Branded rice, Branded sugar, Juices;
The major players being; Hindustan Lever Limited. Nestle, Coca-Cola, Cadbury,
Pepsi and Dabur
Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB1.
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BEVERAGE INDUSTRY IN INDIA
The beverage industry is vast and there various ways of segmenting it, so as to cater
the right product to the right person. The different ways of segmenting it are as
follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption. If the behavioral patterns of consumers in India are
closely noticed, it could be observed that consumers perceive beverages in two
different ways i.e. beverages are a luxury and that beverages have to be consumed
occasionally. These two perceptions are the biggest challenges faced by the beverage
industry. In order to leverage the beverage industry, it is important to address this
issue so as to encourage regular consumption as well as and to make the industry
more affordable.
Four strong strategic elements to increase consumption of the products of the
beverage industry in India are:
The quality and the consistency of beverages needs to be enhanced so that
consumers are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong and safe
feeling that the consumers have while consuming the beverages.
Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well- being or
prestige relevant to the category.
Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume. The beverage market has still to achieve
greater penetration and also a wider spread of distribution. It is important to look at
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the entire beverage market, as a big opportunity, for brand and sales growth in turn to
add up to the overall growth of the food and beverage industry in the economy.
Thenon-alcoholic drinks market has witnessed rapid growth over the past few years
in India. Increasing middle class population, rapid urbanization and rising disposable
income are some of the major factors fuelling this growth.
The industry is broadly classified into soft drinks (carbonated and non-carbonated
drinks) and hot beverages. The carbonated drinks market is close to Rs 6,000 crore
and is growing by 10-12 per cent annually.
The fruit-based beverage market stands at Rs 5,000 crore and is growing at 35-40 per
cent annually. The fruit-based beverage market is divided into three segmentsfruitdrinks, nectar and 100 per cent juice and is currently dominated byDabur,Parle
Agro,PepsiCo and AMUL.
The Functional drinks segment is dominated by energy drinks. The current market
size of energy drinks in India is around Rs 500 crore and it is expected to grow at a
CAGR of 25 per cent.
Within the hot beverages category, India is the largest producer of tea with a totalturnover of around Rs 8,500 crore, growing at a rate of 1-2 per cent annually. India is
the worlds fifth largest producer of coffee, accounting for 4 per cent of the worlds
production.
Fruit/vegetable juice segment is expected to grow at a CAGR of 30 per cent in value
terms, followed by the energy drinks segment at a CAGR of around 25 per cent in
value terms.
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SOFT DRINK
Asoft drinkis adrink that contains no (or very little)alcohol,as opposed to a hard
drink, which does contain alcohol. In general, the term is used only for cold
beverages. The term originally referred tocarbonated drinks.
COLA
Colais acarbonated beverage that originally containedcaffeine from thekola
nut andcocaine from coca leaves and was flavored with vanilla and other ingredients.
Most colas now use other flavoring (and caffeinating) ingredients with a similar taste
and no longer contain cocaine. It became popular worldwide afterpharmacistJohn
Pemberton inventedCoca-Cola in 1886. His non-alcoholic recipe was inspired by
theCoca wine ofpharmacist Angelo Mariani, created in 1863; it still
containedcocaine. Coca-Cola is a major international brand. It usually
containscaramel color,caffeine and sweeteners such as sugar or high fructose corn
syrup
The word colamay have been introduced into main stream culture by the major
producer Coca-Cola, as it saw its trademark slipping into common use, like
othergenerecized trademarks. It has tried to maintain the exclusive right to sell
products using the "Coca-Cola" name and its diminutive form "Coke", by suggesting
the alternative of "cola drink" as a generic name for similar types of carbonated soft
drinks. The word cola as part of the Coca-Cola trademark may have originated from
thekola nuts that were originally used as the source of caffeine
Despite the name, the primary modern flavoring ingredients in a cola drink are sugar, citrus
oils (from oranges, limes, or lemon fruit peel),cinnamon,vanilla, and an acidic flavorant.Manufacturers of cola drinks add trace ingredients to create distinctively different tastes for
each brand. Many cola drink recipes are maintained as corporate trade secrets, notably
includingCoca-Cola's recipe.A variety of different sweeteners may be added to cola, often
partly dependent on local agricultural policy.High-fructose corn syrup is predominantly used
in theUnited States andCanada due to the lower cost of government-subsidized corn.
InEurope, however, HFCS is subject to production quotas designed to encourage the
production of sugar; sugar is thus typically used to sweeten sodas.[4]In addition,stevia or
anartificial sweetener may be used; "sugar-free" or "diet" colas typically contain artificialsweeteners only.
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Dr. John Stith Pemberton The Founder of Coca-Cola
INTRODUCTION OF THE ORGANIZATION:
The Coca-Cola Company is an Americanmultinationalbeverage corporation and
manufacturer, retailer and marketer of nonalcoholic beverage concentrates andsyrups,
which is headquartered inAtlanta,Georgia.The company is best known for its
flagship productCoca-Cola, invented in 1886 by pharmacistJohn Stith
Pemberton inColumbus,Georgia.
Dr. John Stith Pemberton
Dr. John Stith Pemberton for the
first time produced the syrup for
Coca-Cola on May 8, 1886. Coca-
Cola originated as a soda fountain
beverage in 1886 selling 5 cents for
a glass. Early growth was
impressive, but it was only when a
strong bottling system developed
that Coca-Cola became the world
famous brand it is today. The Coca-
Cola offers more than 400 brands in
alIover 200 countries. From Inca
Kola, a soft drink found in north &
south America and Samurai, an
energy drink available in Asia, to
Vita, an African juice drink and
Bon Aqua, a water found in 4
continents. The Coca-Cola Company is dedicated to not only producing quality
products, but satisfying the thirst for opportunity, education and economic
development across the Globe. Our product variety spans the Globe.
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Asa Griggs CandlerWho incorporated the Coca-Cola Company in 1892. Besides its
namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in
over 200 countries or territories and serves over 1.7 billion servings each day. The
company operates afranchised distribution system dating from 1889 where The Coca-
Cola Company only produces syrup concentrate which is then sold to
variousbottlers throughout the world who hold an exclusive territory.
Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name
and penned Coca-Cola in the unique flowing script that is famous worldwide even
today. He suggested that the two Cs would look well in advertising. The first
newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty
citizens to try the new and popular soda fountain drink. Hand-painted oil cloth signs
reading Coca-Cola appeared on store awnings, with the suggestions Drink added
to inform passersby that the new beverage was for soda fountain refreshment. By the
year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. For his
efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton
never realized the potential of the beverage he created. He gradually sold portions of
his business to various partners and, just prior to his death in 1888, sold his remaininginterest in Coca-Cola to G. Candler, an entrepreneur from Atlanta. By the year 1891,
Mr. Candler proceeded to buy additional rights and acquire complete ownership and
control of the Coca-Cola business. Within four years, his merchandising flair had
helped expand consumption of Coca-Cola to every state and territory after which he
liquidated his pharmaceutical business and focused his full attention on the soft drink.
With his brother, John S. Candler, John Pembertons former partner Frank Robinson
and two other associates, Mr. Candler formed a Georgia corporation named the Coca-
Cola Company. The trademark Coca-Cola, used in the market place since 1886,
was registered in the United States Patent Office on January 31, 1893.The business
continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta
was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los
Angeles, California, the following year. In 1895, three years after The Coca-Cola
Companys incorporation, Mr. Candler announced in his annual report to shareowners
that Coca-Cola is now drunk in every state and territory in the United States.As
demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new
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buildingerected in 1898 was the first headquarters building devoted exclusively to the
production of syrup and the management of the business.
COMPANY HEADQUARTERS
The Coca-Cola Headquarters is a campus inMidtown Atlanta,Georgia that is home
toThe Coca-Cola Company.The most visible building on the site is a 29-story, 403
foot (122.8 m) high One Coca-Cola Plaza. Located on the corner ofNorth
Avenue and Luckie Street, the building was completed in 1979. The architect
wasFABRAP and the designer Tom Pardue. The building and complex is located
across the street fromGeorgia Institute of Technology andMidtown Atlanta.
In May 2011, they celebrated the 125th anniversary of Coca-Cola, a projection screen
was made for the building that would display various Coke ads through the years and
also transformed the building into a huge cup of ice which then was "filled" with
Coke.
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MUHTAR KENTChairman CEO
COCA COLA
TOP MANAGEMENTS IN
COCA-COLA:
Muhtar Kent is Chairman of the Board and
Chief Executive Officer of The Coca-Cola
Company, a position he has held since April
2009. Previously he was President and Chief
Executive Officer and earlier, President and
Chief Operating Officer. Mr. Kent joined
The Coca-Cola Company in Atlanta in 1978,
holding a variety of marketing and operations leadership positions over the course of
his career. In 1985, he became General Manager of Coca-Cola Turkey and Central
Asia. Beginning in 1989, he served as President of the Company's East Central
Europe Division and Senior Vice President of CocaCola International, with
responsibility for 23 countries. In 1995, Mr. Kent was named Managing Director
of Coca-Cola Amatil-Europe, covering bottling operations in 12 countries. In 1999, he
became President and CEO of the Efes Beverage Group, a diversified beverage
company with Coca-Cola and beer operations across Southeast Europe, Turkey and
Central Asia. Mr. Kent returned to The Coca-Cola Company in 2005 as President and
Chief Operating Officer of the Company's North Asia, Eurasia and Middle East
Group, an organization serving a broad and diverse region that included China, Japan
and Russia. Less than a year later, he became President of Coca-Cola International,
leading all of the Company's operations outside North America.
Active in the global business community, Mr. Kent is Chairman of the International
Business Council of the World Economic Forum, Co-Chair of the Bipartisan Policy
Centers CEO Council on Health and Innovation, a fellow of the Foreign Policy
Association, a member of the Business Roundtable, immediate past Co-Chair of The
Consumer Goods Forum, a past Chairman of the U.S.-China Business Council and
Chairman Emeritus of the U.S. ASEAN Business Council. He also is a member of the
Eminent Persons Group for ASEAN, appointed by President Obama and former
Secretary of State Clinton. He serves on the boards of 3M, Special Olympics
International, Ronald McDonald House Charities, Catalyst and Emory
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University. Muhtar Kent is active in the global business community and currently is
co-chair of theConsumer Goods Forum,a fellow of the Foreign Policy Association, a
member of the Business Roundtable, a past Chairman of the U.S.-China Business
Council and current Chairman Emeritus of theUS-ASEAN Business Council.He also
was recently appointed as a member of the Eminent Persons Group for ASEAN by
President Obama and Secretary of State Clinton. He serves on the boards of Special
Olympics International, Ronald McDonald House Charities, Catalyst and Emory
University. He currently serves on the board of directors of GBC Health as well as
theNational Committee on United States-China Relations.
Mr. Atul Singh
(President & Chief Executive Officer,
Coca-Cola India)
Atul Singh is the President & CEO of Coca-
Cola India, a responsibility that he took over
on September 1, 2005 after working as the
President of East, Central & South (ECS)
China Division of Coca-Cola. Atul is responsible for Coca-Cola ? operations in India,
Sri Lanka, Bangladesh, Bhutan, Nepal and the Maldives. Under his stewardship,
Coca-Cola's business in Irfdia has undergone major transformation and reported
eleven consecutive quarters of growth. This is a record for the company. Last Quarter
of Financial year 2008-09 i.e. Jan-Mar was the most profitable one for the Company.
Atul joined The Coca-Cola Company in 1998 as Vice President, Operations of Coca-
Cola India Division. He led the Franchise Operations and Key Accounts group of theIndia Division from 1998 to 2001. Atul then moved to China for his stint as Regional
Manager of East China, China Division and later became the President of the ECS,
China Division. The Division consisted of Shanghai, the Swire Territories of China,
Hong Kong and Taiwan. Under his leadership, mainland China operations were
among the fastest growing Coca-Cola businesses.
Prior to joining Coca-Cola, Atul worked with The Colgate Palmolive
Company for 10 years and held several roles including Country
Mr. Atul Singh president & CEO Coca-Cola
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General Manager, Nigeria (1995-1998), Finance Director and then Country General
Manager, Romania (1992-1995) and Finance Manager, Body Care Division, USA
(1990-1992). Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in
New York. Atul is currently the Chairman of American Chamber of Commerce
(AMCHAM) in India, Chairman of the Environment Committee of Confederation of
Indian Industry (CII) and the Chairman of the Sports Committee of Federation of
Indian Chambers of Commerce and Industry (FICCI). Atul is also a member of the
Young Presidents' Organization, a global body dedicated to creating? Better Leaders
through Education and Idea Exchang ,
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PRODUCTION
Ingredients
Carbonated water
Sugar (sucrose orhigh-fructose corn syrup depending on country of origin)
Caffeine
Phosphoric acid
Caramel color (E150d)
Natural flavorings
A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates (all from sugar,
approximately 10 teaspoons),[46]50 mg of sodium, 0 grams fat, 0 grams potassium,
and 140 calories.
Formula of natural flavorings
The exact formula of Coca-Cola's natural flavorings (but not its other ingredients,
which are listed on the side of the bottle or can) is atrade secret.The original copy of
the formula was held inSunTrust Bank's main vault in Atlanta for 86 years. Its
predecessor, the Trust Company, was theunderwriter for the Coca-Cola
Company's initial public offering in 1919. On December 8, 2011, the original secret
formula was moved from the vault at SunTrust Banks to a new vault containing the
formula which will be on display for visitors to its World of Coca-Cola museum in
downtown Atlanta.[48]
A popular myth states that only two executives have access to the formula, with each
executive having only half the formula. The truth is that while Coca-Cola does have a
rule restricting access to only two executives, each knows the entire formula andothers, in addition to the prescribed duo, have known the formulation process.
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coca-cola
COMPANY PRODUCT
Coca-Cola
The world's favorite drink. The world's most
valuable brand. The most recognizable word
across the world after OK.
Coca-Cola has a truly remarkable heritage.
From a humble beginning in 1886, it is now the
flagship brand of the largest manufacturer,
marketer and distributor of non- alcoholic
beverages in the world. In India, Coca-Cola
was the leading soft drink till 1977 when govt.
policies necessitated its departure. Coca-Cola
made its return to the country in 1993and made
significant investments to ensure that the
beverage is available to more and more people,
even in the remote and inaccessible parts of the
nation. Coca-Cola returned to India in 1993 and
over the past ten years has captured the
imagination of the nation, building strong associations
with cricket, the thriving cinema industry, music etc. Coca-Cola has been very
strongly associated with cricket, sponsoring the World Cup in 1996 and various other
tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's
advertising campaigns "Jo Chaho Ho Jaye" and "Life Ho To Aisi" were very
popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the
campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it
India's favorite soft-drink brand. In 2003, Coke was available for just Rs.5 across the
country and this pricing initiative together with improved distribution ensured that all
brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various
celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath,
Saurav Ganguly, southern celebrities Vijay in the past and today, its brand
ambassadors are Aamir Khan,Hrithik Roshar,Aishwarya Rai, Vivek Oberoi and
cricketer Virendra Sehwag.
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ThumsU
THUMS UP
Strong cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink andmost trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by
The Coca-Cola Company in 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
man from the boys.
It has dark brown color with very high content
of CO2which makes COLA flavors very heavy.
It is available in different
Volumes in market like:
200 ml glass bottle
600 ml pet bottle
2 liter pet bottles
300ml can
1.25 liter
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Fanta
FANTA
Internationally, Fanta -The orange drink of The
Coca-Cola Company, is seen as one of the favorite
drinks since 1940's. Fanta entered the Indian
market in the year 1993. Over the years Fanta has
occupied a strong market place and is identified as
"The Fun Catalyst". Perceived as a fun youth
brand, Fanta stands for its vibrant color, tempting
taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging
one to indulge in the moment. This positive
imagery is associated with happy, cheerful and
special times with friends.
FANTA ORANGE & FANTA APPLE:-
It comes in many flavors like orange with light
content of CO2that makes its flavors delicious. It
is available in different volumes in market.
200 ml glass bottle
600 ml pet bottle
2 liter pet bottle
1.25 liter
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SPRITE
Worldwide Spriteis ranked as the No.4 soft
drink and sold in more than 190 countries. In
India, Sprite was launched in year 1999and
today it has grown to be one of the fastest
growing soft drinks, leading the clear lime
category. Today Sprite is perceived as a youth
icon. Why?
With a strong appeal to the youth, Sprite has
stood for a straight forward and honest attitude.
It's clear crisp refresh hinge taste encourages
the today's youth to trust their instincts,
influence them to be true to who they are and
to obey their thirst.
SPRITE :-It is colorless with packing in green colored bottle. It has normal Content
of CO2. It has nice flavors available in market in following packing:
200 ml glass bottle
300 ml glass bottle
600 ml pet bottle
2 liter pet bottle
300ml cane
1.25 liter pet bottle
330ml cane
S rite
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Mazza
MAAZA
Maazawas launched in 1976. Here was a drink
that offered the same real taste of fruit juices
and was available throughout the year. In 1993,
Maaza was acquired by Coca-Cola India. Maaza
currently dominates the fruit drink category.
Over the years, brand Maaza has become
synonymous with Mango. This has been the
result of such successful campaigns like "Taaza
Mango, Maaza Mango" and "Bottle Mein
Aam, Maaza hai Naam". Consumers regard
Maaza as wholesome, natural, fun drink which
delivers the real experience of fruit. The current
advertising of Maaza positions is as an enabler
of fun friendship moments between moms and
kids as moms trust the brand and the kids love
its taste. The campaign builds on the existing
equity of the brand and delivers a relevant emotional
benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza". ...
MAAZA:-It is of yellow color with decent taste of mango. it does not Contain CO 2.
200ml glass bottle
200ml tetra pack
600ml pet
1.5 Lt. Pet
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Kinley
KINLEY
Water a thirst quencher that refreshes, a life
giving force that washes all the toxins away. A
ritual purifier that cleanses, purifies,
transforms. Water the most basic need of life,
the very sustenance of life, a celebration of life
itself. The importance of water can never be
understated. Particularly in a nation such as
India where water governs the lives of the
millions, be it as part of everyday rituals or as
the monsoon which gives life to the
subcontinent. Kinley water understands the
importance and value of this life giving force.
Kinley water thus promises water that is as
pure as it, is meant to be. Water you can trust
to be truly safe and pure. Kinley water comes
with the assurance of safety from the Coca-
Cola Company. That is why company
introduced Kinley with reverse-osmosis along
with the latest technology to ensure the purity
of the product. That's why Coca Cola goes through rigorous testing procedures at each
and every location where Kinley is produced. Because they believe that right to pure,
safe drinking water is fundamental. which cannot be left to chance.
KINLEY WATER:-It is mineral water available in following volumes in market:
500 ml pet bottle
1 lt. pet bottle
2 lt. pet bottle
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Sectional Product of Coca-Cola
The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to
innovate and come up with, either complete new products or new ways to bottle or
pack the existing drinks. The Coca-Cola Company has a wide range of products out of
which the following products are marketed by HCCBPL:
In the Cola Section- Diet Coke, Coca Cola, Thums up
In the Lemon section- Sprite, Limca
In the Orange section- Fanta
In the Juice section- Maaza, Minute Maid
In the Soda Water and Bottled Mineral Water section- Schweppes soda water, kinley
mineral water, Dasani mineral water, kinley soda water
In the Tonic Water section- Schweppes
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COMPETITORS:
Pepsi the flagship product ofPepsiCo, The Coca-Cola Company's main rival in the
soft drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some
markets.RC Cola,now owned by theDr Pepper Snapple Group,the third largest soft
drink manufacturer, is also widely available.
PEPSI AND COCA COLA
Around the world, many local brands compete with Coke. In South and Central
AmericaKola Real,known asBig Cola inMexico,is a growing competitor to Coca-
Cola.[79]On the French island ofCorsica,Corsica Cola,made by brewers of the local
Pietra beer, is a growing competitor to Coca-Cola. In the French region
ofBrittany,Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola, which
ledThe Coca-Cola Company to purchase the brand in 1999. In
Sweden,Julmust outsells Coca-Cola during the Christmas season.[80]In Scotland, the
locally producedIrn-Bru was more popular than Coca-Cola until 2005, when Coca-
Cola and Diet Coke began to outpace its sales.[81]
In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drinkThums
Up. The Coca-Cola CompanypurchasedThums Up in 1993.[82]As of 2004, Coca-
Cola held a 60.9% market-share in India.[83]Tropicola, a domestic drink, is served in
http://en.wikipedia.org/wiki/PepsiCohttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Grouphttp://en.wikipedia.org/wiki/Kola_Realhttp://en.wikipedia.org/wiki/Big_Colahttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-79http://en.wikipedia.org/wiki/Coca-Cola#cite_note-79http://en.wikipedia.org/wiki/Coca-Cola#cite_note-79http://en.wikipedia.org/wiki/Corsicahttp://en.wikipedia.org/wiki/Corsica_Colahttp://en.wikipedia.org/wiki/Brittanyhttp://en.wikipedia.org/wiki/Breizh_Colahttp://en.wikipedia.org/wiki/Inca_Kolahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Julmusthttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-80http://en.wikipedia.org/wiki/Coca-Cola#cite_note-80http://en.wikipedia.org/wiki/Coca-Cola#cite_note-80http://en.wikipedia.org/wiki/Irn-Bruhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-81http://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-82http://en.wikipedia.org/wiki/Coca-Cola#cite_note-82http://en.wikipedia.org/wiki/Coca-Cola#cite_note-82http://en.wikipedia.org/wiki/Coca-Cola#cite_note-83http://en.wikipedia.org/wiki/Coca-Cola#cite_note-83http://en.wikipedia.org/wiki/Coca-Cola#cite_note-83http://en.wikipedia.org/wiki/Coca-Cola#cite_note-83http://en.wikipedia.org/wiki/Coca-Cola#cite_note-82http://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-81http://en.wikipedia.org/wiki/Irn-Bruhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-80http://en.wikipedia.org/wiki/Julmusthttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Inca_Kolahttp://en.wikipedia.org/wiki/Breizh_Colahttp://en.wikipedia.org/wiki/Brittanyhttp://en.wikipedia.org/wiki/Corsica_Colahttp://en.wikipedia.org/wiki/Corsicahttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-79http://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Big_Colahttp://en.wikipedia.org/wiki/Kola_Realhttp://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Grouphttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/PepsiCo8/10/2019 sushil Report.docx
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Cuba instead of Coca-Cola, due to a United States embargo. French brandMecca
Cola and British brandQibla Cola are competitors to Coca-Cola in the Middle East.
In Turkey,Cola Turka,in Iran and the Middle East,Zam Zam Cola andParsi Cola,in
some parts ofChina,China Cola, inSlovenia,Cockta and the inexpensive Mercator
Cola, sold only in the country's biggest supermarket chain,Mercator,are some of the
brand's competitors. Classiko Cola, made by Tiko Group, the largest manufacturing
company in Madagascar, is a serious competitor to Coca-Cola in many
regions.Laranjada is the top-selling soft drink onMadeira.
Coca-Cola was the leading soft drink brand in India until 1977, when it left rather
than reveals its formula to the Government and reduces its equity stake as required
under the Foreign Regulation Act (FERA) which governed the operations of foreign
companies in India. Coca-Cola re-entered the Indian market on 26th October 1993
after a gap of 16years, with its launch in Agra. An agreement with the Parle Group
gave the Company instant ownership of the top soft drink brands of the nation. With
access to 53 of Parles plants and a well set bottling network, an excellent base for
rapid introduction of the Companys International brands was formed. The Coca-Cola
Company acquired soft drink brands like Thumps Up, Goldspot, Limca, Maaza,
which were floated by Parle, as these products had achieved a strong consumer baseand formed a strong brand image in Indian market during the re-entry of Coca-Cola in
1993.Thus these products became a part of range of products of the Coca-Cola
Company. In the new liberalized and deregulated environment in 1993, Coca-Cola
made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian
bottling arm of the Coca-Cola Company.
Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing
locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned
Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the
manufacture process of a range of products for the company. It also has a supporting
distribution network consisting of 700,000 retail outlets and 8000 distributors. The
complexity of the Indian market is reflected in the distribution fleet which includes
different modes of distribution, from10-tonne trucks to open-bay three wheelers that
can navigate through narrow alley ways of Indian cities and trademarked tricycles and
pushcarts.Think local, act local, is the mantra that Coca-Cola follows, with punch
lines like Life ho to aisi for Urban India and Thanda Matlab Coca-Cola for Rural
http://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Qibla_Colahttp://en.wikipedia.org/wiki/Cola_Turkahttp://en.wikipedia.org/wiki/Zam_Zam_Colahttp://en.wikipedia.org/wiki/Parsi_Colahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/China_Colahttp://en.wikipedia.org/wiki/Sloveniahttp://en.wikipedia.org/wiki/Cocktahttp://en.wikipedia.org/wiki/Mercator_(retail)http://en.wikipedia.org/wiki/Laranjadahttp://en.wikipedia.org/wiki/Madeirahttp://en.wikipedia.org/wiki/Madeirahttp://en.wikipedia.org/wiki/Laranjadahttp://en.wikipedia.org/wiki/Mercator_(retail)http://en.wikipedia.org/wiki/Cocktahttp://en.wikipedia.org/wiki/Sloveniahttp://en.wikipedia.org/wiki/China_Colahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Parsi_Colahttp://en.wikipedia.org/wiki/Zam_Zam_Colahttp://en.wikipedia.org/wiki/Cola_Turkahttp://en.wikipedia.org/wiki/Qibla_Colahttp://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Mecca_Cola8/10/2019 sushil Report.docx
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India. This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in
urban India. Between 2001 and 2003, the per capita consumption of cold drinks
doubled due to the launch of the new packaging of 200 ml returnable glass bottles
which were made available at a price of Rs.5 per bottle. This new market accounted
for over 80% of Indias new Coca-Cola drinkers.
Thanda matlab COCA-COLA
Coca Cola customers are grocery stores, restaurants, streets, vendors, mass m er ch a n
d i s e r , convenience stores drug stores, movie theaters and amusement parks-among
others. What do they do! Coca cola cus tomer s ells its products to consume rs
& s hoppers, who enjoy the products at a rate of 1.5 billions servings a day.
Coca- Cola customers make it possible for consumer & shoppers in local communities
around the world to purchase & its broad purchase & enjoy its broad portfolio of
quality beverages.
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HISTORY OF BOTTLING:
In general, The Coca-Cola Company
and its subsidiaries only produce
syrup concentrate, which is then sold
to various bottlers throughout the
world who hold a Coca-
Colafranchise. Coca-Cola bottlers,
who hold territorially exclusive
contracts with the company, produce
the finished product in cans and
bottles from the concentrate in combination with filtered water and sweeteners. The
bottlers then sell, distribute and merchandise the resulting Coca-Cola product toretail
stores,vending machines, restaurants and food service distributors.
One notable exception to this general relationship between The Coca-Cola Company
and bottlers isfountain syrups in the United States, where the company bypasses
bottlers and is responsiblefor the manufacture and sale of fountain syrups directly to
authorized fountain wholesalers and some fountain retailers.
Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that Coca-
Cola became the world-famous brand it is today.
YEAR WISE HISTORY OF BOTTLING:
Year 1894: A modest start for a bold idea: In a candy store in Vicksburg, Mississippi,
brisk sales of the new fountain beverage called Coca-Cola impressed the stores
owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a commonglass bottle called a Hutchinson.
Year 1899: The first bottling agreement: Two young attorneys from Chattanooga,
Tennessee believed they could build a business around bottling Coca-Cola. In a
meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained
exclusive rights to bottle Coca-Cola across most of the United States for a sum of one
dollar.
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Years 1900-1909: Rapid growth: The three pioneer bottlers divided the country into
territories and sold bottling rights to local entrepreneurs.
By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-
owned businesses. Some were open only during hot-weather months when demand
was high.
Year 1916: Birth of the Contour Bottle Bottlers worried that Coca-Colas straight-
sided bottle was easily confused with imitators.
In the 1920s: Bottling overtakes fountain sales. As the 1920s dawned; more than
1,000 Coca-Cola bottlers were operating in the U.S.
By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. In the
1920s and 1930s: International expansion Led by Robert W. Woodruff, chief
executive officer and chairman of the Board, the Company began a major push to
establish bottling operations outside the U.S. Plants were opened in France,
Guatemala, Honduras, Mexico, Belgium, Italy and South Africa.
In the 1940s: Post-war growth: During the war, 64 bottling plants were set up around
the world to supply the troops.
In the 1950s: Packaging innovations: For the first time, consumers had choices of
Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger
servings including 10, 12 and 26 ounce versions. Cans were also introduced.
In the 1960s: Introduction of new brands Sprite, Fanta, Fresca and TAB joined brand
Coca-Cola
The 1980s brought diet Coke and Cherry Coke, followed by PowerAde and Fruitopia
in the 1990s.
In the 1990s: New and growing markets Political and economic changes opened vast
markets that were closed or underdeveloped for decades.
21st Century: Coca-Cola today: The Coca-Cola bottling system grew up with roots
deeply planted in local communities.
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HINDUSTAN COCA COLA BEVERAGES PRIVATE LIMITED
(HCCBPL):
HCCBPL is the largest bottling partner of The Coca-Cola Company in India. It is a
part of The Coca-Cola Companys Bottling Investments Group (BIG) and responsible
for the manufacture, package, sale and distribution of beverages under the trademarks
of The Coca-Cola Company.
INSIDE VIEW OF COCA-COLA SYSTEM
Coca-Cola India Pvt. Ltd. -It is a Wholly-Owned Subsidiary of
The Coca-Cola Company, USA. While building the consumer franchise for The
Coca-Cola Company trademarks, it also leads world class governance systems for the
operations of all partners in bottling, suppliers, distributors and other stakeholders.
Hindustan Coca-Cola Beverages Pvt. Ltd. - As part of the Bottling Investments
Group of the Coca-Cola Company, HCCBPL has 24 bottling plants at strategic
locations in various states spread across India. We cover approximately 65% of
bottling operations for the Coca-Cola system in India. HCCBPL has an extensivedistribution system spanning more than a million outlets operating with world class
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execution standards. The focus of the system is to develop strong customer value
while delivering preferred choice of refreshment at an arm's length of desire to the
consumer.
HCCBPL's Product Portfolio has an extensive range to choose from : Sparkling
Beverages Coca-Cola, Diet Coke, Thums Up, Sprite, Fanta, Limca,
KinleySoda, SchweppesTonic Water. Still Beverages Maaza, Minute
MaidPulpy Orange, Minute MaidNimbu Fresh, Minute Maid100% Juices
(Apple, Grapes, Orange, Mixed Fruit), Minute Maidrange of fruit flavored drinks.
Water- Kinley, Bonaqua.
Over the years, Hindustan Coca-Cola Beverages Pvt. Ltd. has focused on buildingworld class operations based on principles of safety, profitability and solid
governance to claim sustained growth. As part of our journey of moving towards
being a World Class Company, we have strengthened our organization in terms of
Supply Chain, Infrastructure, Market Execution, People, Processes, Compliance,
Governance and Route-to-Market. This approach has enabled us to build our portfolio
through launching new packs and brands, coupled with a competitive pricing strategy
based on a balance of value pricing and eliminating waste.
MILESTONES
1992 Coca-Cola resumes operations in India
1993 Acquired Parle brands (Thums Up, Limca, Maaza, Gold Spot, Citra)
1997 Formation of Hindustan Coca-Cola Beverages Private Limited erstwhile
Hindustan Coca-Cola Bottling South West Private Limited
2005 Formation of Bottling Investments Group (BIG) and Independent HCCBPL
Management Team in India
2006-07 Moves towards being World Class selling Organization
2008-11 Stable & Sustainable Performance towards World Class Bottling
2011 HCCBPL crosses 400 Million Unit Case sales
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COMPANYS VISION, MISSION AND VALUES:
The Coca-Cola Company Mission:
To refresh the world - in mind, body and spirit To inspire moments of optimism - through our brands and actions
To create value and make a difference everywhere we engage
The Coca-Cola company vision.
To achieve overall mission, company have developed a set of goals, which will work
with bottlers to deliver:
Profit:Maximizing return to shareholders, while being mindful of our overall
responsibilities
People:Being a great place to work, where people are inspired to be the best they can
be
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and
satisfy people's desires and needs
Partners:Nurturing a winning network of partners and building mutual loyalty
Planet:Being a responsible global citizen that makes a difference
Productivity:Be a highly effective, lean and fast-moving organization.
The Coca-Cola Company values.
The shared values by which company is guided by are:
Leadership
Passion
Integrity
Accountability
Collaboration
Innovation
Quality
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The Corporate Objective
Strategic Goals
These strategic goals are decide by the top management with consultation by the
parent company head quartered at Singapore. They are:
To continue to be an organization providing the quality products to the valuable
customers:
To select and retain the professional people for the organization.
To project an outstanding corporate image.
To satisfy the customer through extra ordinary service and an excellent service
along with the complete tactical and operational support.
Tactical Goals:
The top management of the company on an annual basis devises these goals together
with the consultation of the lower level employees.
Operational Goals:
Operational goals are decided by the top management in consultation with the lower
level employees. They are following the concept of management by objectives
(MBO). Each employee is assigned its goals and is told what is expected of him and
then he is evaluated on the basis of certain rules and regulations followed evenly bythe company.
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MANUFACTURING COCA-COLA PLANTS IN INDIA
DIFFERENT MANUFACTURING COCA-COLA PLANTS IN INDIA
PLANT CITY STATE
1. Gangyal Jammu Jammu and Kashmir
2. Kotwali road Najibabad Uttaranchal
3. Dasna dhoulana Panchsheel nagar UP
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4. Chomu Jaipur Rajasthan
5. Goblej Kheda Gujrat
6. Pilukhedi Rajgadh Bhopal MP
7. Mehndiganj Varanasi UP
8. Patliputra Patna Bihar
9. Raninagar Jalpaiguri WB
10. Byrnihat Guwahati Meghalaya
11. Jorhat Jorhat Assam
12. Khurda Bhubaneshwar Orissa
13. Pirungut Mulshi Pune Maharashtra
14. Wada Thana Maharashtra
15. Ambad Nasik Maharashtra
16. Verna Goa Goa
17. Bidali Ramnagar Bangalore Karnataka
18. NH-5 Vishakhapatnam AP
19. Ameenpur Ameenpur AP
20. Moula Ali Moula Ali AP
21. Almakuru Guntur AP
22. Srikalahasti Chittur AP
23. Hospet Koppal Karnataka
24. Nemam Chennai TN
Table1 Table of plants & Locations in India
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Organizational structure of COCA COLA
CEO
Vice President Supply Chain
Chief Finance Office
Human Resource Director
Vice President BSG
Regional Vice President(North)
Regional Vice President(Central)
Regional Vice President
AGM Unit 1AGM Unit 2
AGM Unit 3
Region Finance
Region HR
Region Customer Service
Region External AffairRegionColdrink
Region Legal
Region BSG
Region Director Manager
Regional Director Manager
Region Channel Region Capability Management
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Organizational structure of the sales department in HCCBPL
Sales department organization in COCA COLA
MANUFACTURING PROCESS AT HCCBPL:
The manufacturing of the products of Coca-Cola involves the following steps: Water
is received from the River Cauvery and it passes through the water treatment plant,
further passing through the sand filter and the activated carbon filter, so as to attain
pure cleansed water. In the syrup room, the concentrate received from another bottling
plant is blended with the sugar syrup Once both the water and the final syrup are
ready, they are both mixed together and sent to the carbonator section where Carbon
Dioxide is added to the mixture to form the final product.
On the other hand, simultaneously, the returnable glass bottles are depalletized,
inspected and washed for the purpose of filling in the final product in it. This step
does not take place in the PET bottle line as the bottles once used are disposed. The
product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case of
AGMPlant
Manager
Routeto
market
HRManager
Finance
Manager
General
Sales
Manager
AreaCapabilit
yManager
Sales
Trainers
Channel
Manager
Marketing
Key
A/Cs
Area
Sales
Manager
SalesExecutive
Distributer& Salesmen
Market
Developer
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PET bottles), labelled and cased in order to be sent into the warehouse for
distribution.
Manufacturing process in COCA COLA plant
DISTRIBUTION NETWORK HCCBPL has a wide and well managed network of
salesmen appointed for taking up the responsibility of distribution of products to
diverse parts of the cities. The distribution channels are constructed in such a way that
the demand of customers is fulfilled at the right place and the right time when it is
needed by them. A typical distribution chain at HCCBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse ---
Retail Stock --- Retail Shelf --- Consumer
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delivery personnel both have this responsibility. In certain locations special teams
who go into business locations to specifically merchandise our products.
DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS the Distribution
process mainly consists of three departments:
Distribution Department: It appoints distributors and establishes a distribution
network, processes approved sale orders and prepares invoices, arranges logistics and
ship products, co-ordinates with distributors for collections and monitors distribution
stocks and their set-up.
Finance Department: It checks credit limits and approves sales orders in compliance
with the credit policy followed by the firm, records collections from distributors,periodically reconciles outstanding balances from distributors, obtains balance
confirmation from distributors and follows up outstanding balances.
Shipping or Warehousing Department: It dispatches goods as per approved by order,
ensures that stocks are dispatched on a FIFO basis, ensures physical control over load
out area and updates warehouse stock records in a timely manner.
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