SHYAM Project Ert

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COCA COLA BEVERAGE PVT LTDCOCA COLA BEVERAGE PVT LTD

ASUMMER TRAINING PROJEGT REPORT

ONAssessing Consumer Perception

Comprehensive Study of Coca Cola.

Submitted for the partial fulfillment of the requirement for

the award

Of

MASTER OF BUSINESS ADMINISTRATION

SESSION 2009-2011

Submitted to: Submitted by:

Dr. Ashish Singh Shyam Babu JaiswalDept of-Business Management MBA (E-Commerce)

VEER BAHDUR SINGH PURVANCHAL UNIVERSITY

JAUNPUR, U.P.

"Thanda

Matlab

Coca Cola"


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DECLARATION

I Shyam Babu Jaiswal student of MBA (E-Cmmerce) from Institute of Business

Management, Veer Bahadur Singh Purvanchal University, Jaunpur, U.P, hereby declare that

all the information, facts, data, figure are actual and based on my practical experiance which I

have gain during my summer training period at Coca Cola, Lucknow, U.P. This project

work is result of my hard work. And nothing is stolen from anywhere.

I also hereby declare that this project report is the result of my own effort.

Shyam Babu Jaiswal

MBA (E-Commerce)-lII SEM

V.B.S. Purvanchal University

Jaunpur-U.P


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PREFACE

In summer the consumption of soft drinks is more due to hot weather in this time

chilled weather is needed everywhere and every body irrespective of age difference. In the

market peoples not only need water, but they want same taste too. Here comes the need of

soft drinks: it has become an essential part of market as people like it in addition to the

bottles, now days packages of soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and

dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all M.BA a participant are required to undergo

practical summer training in any industry for 6 to 8 weeks period. The main objective of this

training is to supplement theoretical knowledge with exposure to practical operator of an

organization or industry. Candidate tale much help from this training when he get the job

after completed the curriculum in this training candidate get the better opportunity to in meet

the Retailer conjurer, whale sellers dealer by which candidates gain more and more

information about the market. By this practical Experience candidate confident level is

improved. Consequently we can say this training provide better understanding of all

functional areas of management skills.


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ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge giving my sincere,gratitude to all persons who have helped me in the preparation of this dissertation. First of all,I thank GOD ALIMIGHTY for the blessings showered on me throughout this project work,which has helped me in the successful completion of the training. I express my thanks toCoca cola Hindustan Beverages Ltd. for granting me the permission to work with the esteemorganization. I am also thankful to Mr.Vineesh Priyadarshan (GSM) and then to Mr. Lalit(ASM)and then to N.P. singh(SE) and then to Manish(MD) of Coca cola HindustanBeverage Ltd.They guided and helped us in all possible ways they could, at every stage of thereport.

I would also like to thank all the Executives, distributors & staff of Coca cola whoprovided us all the relevant information and their kind support, on the basis of which this

report has been prepared.

.

Shyam Babu Jaiswal

MBA (E-Commerce)-lII SEM

V.B.S. Purvanchal University

Jaunpur-U.P


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CONTENTS

TOPIC PAGE NO.

INTRODUCTION

OBJECTIVE OF THE PROJECT

COMPANY PROFILE- COCA COLA

MARKET OF SOFT DRINK IN INDIA

DISTRIBUTION CHANNEL

RESEARCH METHODOLOGY

FINDINGS

SWOT ANALYSIS

RECOMMENDATION

BIBLIOGRAPHY

ANNEXURE - QUESTIONNAIRE


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Introduction

Modern age is full of competition. Today only way of success is your

continuous efforts towards the growing market needs and in satisfying them. It is the

marketer job to know what the market speaks i.e. the ever changing needs of the customer

through market research & adopt them fruitfully. It is must for all the companies to make

policies according to the customers and the govt. Today to succeed for any organization has

to target its customer needs, to create a culture in the organization i.e. market conscious &

responsive to customer needs. Soft drinks industry has become big business in India in recentyears.

The soft drink business under went major change with the entry of PEPSI and re-

entry of COCA-COLA in India in the late 80s when Parley with brands like Thumps, Limca

& Gold spot was a clear leader. Coca-Cola took up the product line of parley in 1993-94;

today both brands are the Indians favorite soft drinks.


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Company Profile Coca-cola (US)

Coca cola is a world leader in beverages, with revenues of about $35 billion and over180,000 employees. The company consists of the snack business of Frito-Lay North Americaand the beverage and food businesses of Coca cola Beverages and Foods, which includesCoca cola Beverages North America (Cola North America and Gatorade/Tropicana NorthAmerica) and Quaker Foods North America. Coca-cola International includes the coffee

businesses of Frito-Lay International and beverage businesses of Coca-cola BeveragesInternational. Coca-cola brands are available in nearly 200 countries and territories.

Many of Coca-cola brand names are over 100-years-old, but the corporation isrelatively young. Coca-cola was founded in 1923 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,including Gatorade, in 2001.

Coca-colaCompany Coca-cola (formulated in 1898), Diet coke(1964) and Mountain Dew(Introduced by Tip Corporation in 1948). KO is the world leader in the food chain business. Itconsists of many companies amongst which the prominent one is Pepsi cola, frito lay, Pepsifood international, pizza hut, and KFC and taco bell. The group is presently into three most

profitable businesses namely, beverages, snack foods and restaurants. It has scores of bigbrand available in nearly 150 countries across the globe. .

The beverages segment primarily market Pepsi diet, mountain dew and other brandsworldwide and 7UP outside the U.S. market. They are positioned in close competition with

Coca-Cola inc. of USA. A point to be noted is that coca cola get 80% of its profit frominternational operation while same figure of Pepsi co. stand at 6%, the segment is also in thebottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of the worldwide pizzahut, Taco Bell and KFC. Long time no.2 player in the cola wars, Pepsi co. is widening the

play field, over the last years; the company has invested more than $2billion in its worldwideoperations.

When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with itslong time archival claiming victory in the cola wars. Coke and Pepsi expanded their rivalry to

tea in 1991 when Pepsi formed a venture with #1 Lipton in response to cokes announcedventure with nestle (Nestea) it has won over 30% of the ready to drink tea market, a part ofthe so called new age beverages segment.

The beverage industry has witness the phenomenal growth over the last few

years necessitating capacity increase and builds up of commensurate infrastructure to

meet the business growth, which is accordingly matched.

PepsiCos success is the result of superior products, high standards of performance,

distinctive competitive strategies and the high integrity of our people.


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Mission of the Company: Continuously excel to achieve and maintain leadership position inthe chosen businesses; and delight all stakeholders by making economic value additions in allcorporate functions. Coca-Cola bottling plant opens in 1950 in New Delhi, operated by puredrinks Ltd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954

Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plantoperated in 13 States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO. Afterthat KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.)1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in

pune. 1998-First Greenfield plant opens in Ahmedabad.Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pans

India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes a separatebottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.


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BUSINESS SEGMENTS

The KO Group is divided into three-business segments- Beverage, Food andEducation. It has a leading market position in each of its three business segments. Our

balanced portfolio produced a solid business performance. Products and services, which lookto the future, ensure that we will be well placed in growth markets.

TYPES OF COOLERS 2 cacs

4 cacs. 7 cacs

9 cacs

11 cacs 20 cacs

30 cacs


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KO VPO (ANNUAL) phy c/sRATE LIST-2010

Brand Basic Rate Amt.Vat charge @ 12.5%

Total

200 ML 149.33 18.67 168.00

300 ML 190.22 23.78 214.00

SD 300 ML 129.78 16.22 146.00

SD 500 ML 224.00 28.00 252.00

600 ML 394.67 49.33 444.00

1.25 LTR 337.78 42.22 380.00

2 LTR 364.44 45.56 410.00DT 330 ML 444.44 55.56 500.00

330 ML 444.44 55.56 500.00

KIN 500ML 144.00 18.00 162.00

KIN 1 LIT 97.78 12.22 110.00

FRUIT JUICE

Brand BasicRate

Amt.Vat Charges @ 4 % Total

MZ 200 ML 278.85 11.15 290.00

MZ 250 ML 205.77 8.23 214.00

MZ 600 ML 530.77 21.23 552.00

MZ 1200 ML 480.77 19.23 500.00

MMPO 400 ML 509.62 20.38 530.00

MMPO 1.2 LTR 600.96 24.04 625.00


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SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 900 million

people, the Indian soft drinks market was only of 200 cases per year. This was very low evencompared to Pakistan and Philippines. Population and potential market are two major reasons

for major multinational companies of entering India. They feel that a huge population

coupled with low consumption can only lead to an increase in the soft drink market. Another

increase in the sale of soft drinks in the scorching heat and the climate of India, which is

suitable for high sale of soft drinks. All these factors together have contributed to a 30%

growth in the soft drinks industry. If the demand continues growing at the same rate, within

two years the volume could touch 1 billion cases. All these factors are the reasons for the

entry two giant of the soft drink industry of the world to enter the Indian market. These two

giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink market share. Rest is

shared by Cadburys Schweppes, Campa Cola and other soft drink brands. But was the scene

same 20 years ago? The answer is No. 1970 was the year of pure soft drinks Campa cola and

Parle people (Thumps up and Limca).

Soft drink consists of a flavor base, sweetener and carbonated water. In general terms

non-alcoholic drinks are considered as soft drinks this name soft drink was given by

Americans as against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft drink are

concentrate and syrup producers, bottlers and

Retail channel. Concentrate producers manufacture basic soft drink flavors and retail channel

refers to business location that tells or serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before hand, but is an impulse

purchase. Lots of sale depends upon the strength of merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the exit of coca-cola

which preferred to quit rather to dilute its equity to 40% in compliance with the Foreign

Exchange Regulation Act (FERA). The first national cola drink to pop up was double seven.

In the meantime, Pure Drinks, Delhi on cokes exit, switched over to Campa Cola.

The beginning of 1980s saw the birth of another cola drink, Thumps up, Parle the

Gold spot people, launched it in 1978-79, as Refreshing Cola. By the mid-eighties Mc

Dowells launched Thrill, and by the late eighties there was Double Cola, which entered in

India market, as a NRO-run out fit with its plant in Nasik { Maharastra }, in 1978 Parle,


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Indian soft drinks market (share 33%) with its gold spot and Limca brands. Later Thumps

Up also started Thumps Up. At the same time the threat to the Indian soft drinks was that of

fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 corers and grew at the rate

20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer soft drink market

{ i.e. 5 Parle Export brands of Thumps Ups Limca Gold spot, Citra & Maaza }.Today the

scene has changed making it a direct battle between two giant Coca-Cola and Pepsi. The

picture will become clearer by looking at the India market shares in the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it has empowered its

people with. In Coke every employee, may he be a manager or salesman, have an authority to

take whatever steps he or she feels will make the consumers aware of the brand and increase

its consumption. Thus Coke believes in establishing and nurturing creditability of the

salesman and making commitment to grow business in accounts. All these factors together

led to a high growth in the Indian market and constantly increasing market share.

Coca-Cola entry in India


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Coca-Cola bottling plant opens in 1950 in New Delhi, operated by pure drinks

Ltd. In 1951 Bombay plant opens, also operated by pure drinks Ltd. In 1953 and 1954

Calcutta & Kanpur bottling plant opens cont. 1973 was the time when 22 bottling plant

operated in 13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture with JMRPCO. After

that KO acquires Parles brands (Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.)

1994-Plants open in Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started in

pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all bottling units into 1 pan

India Company bottler, HCCBPL in 1997-1999. In July 2005 HCCBPL becomes a separate

bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta the cola industry

has phenomenal possibilities for rocketing profit growth inspite of the sign of relief heaved

by the manufacture at the abrupt sensational termination of coca cola monopoly the tastes of

cola is by no means extinguished the coca. cola have a status symbol to it..., generated by the

sub standard, penetrated, advertising and extensive distribution network.

Total soft drink segment is growing at the rate of 10% per year still if international

standard area considered the per capita consumption of three serving in rock bottom, less than

even our neighbors Pakistan and Bangladesh, where it is four more as much. So with kind of

a market potential coke entered in India in 1991 after the permissions of setting up Britico

Food company to coke was granted by the government in Pune in 1992 the plant was

established for is deducted then the bottle are taken out of the line and cleaned again or

rejected.

The most important step is the mixing of drink concentrate dissolved in the soft water

the sugar syrup at the same time. Carbon dioxide is passed in the drink to produce a fizz.

After the crowing of the bottle the crown contains the manufacturing data batch numberand Time.

After crowing the bottle, the bottle comes again at checking screen for checking the bottle.


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THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In present time every person knows

the name of coca cola since India is one of biggest market and sultry summer from March the

end of October and huge population has immensely helped in the sales the sales of coke in

India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this year companys top

management adopted new policy and decreased the rate of all brands of coke. By this

decision top management determined the rate of 300 ml / 7Rs. And they made a new brand of

200 ml determine the rate of this brand 5Rs. By which medium size family and lower level

family can be taken the enjoy of coke. By this decision companys marketing share has been

increased.

In present time coke is captured approximate 70% market share in cold Dinks line. Now coke

has defeated all the soft drinks company. According to service and according to advertising

coke has appropriate position.

It has now emerged as the winner and has a good image in the market. Coke has even

sponsored the wills cricket world cup 96 at an estimated cost of 26 corers.


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ORGANIZATION STRUCTURE

Coca-Cola Hindustan Beverage Ltd.

GENERAL SALES MANAGER(Mr. Vineesh Priyadarsan)

AREA SALES MANAGER

(Mr. Prithaviraj)

GENERAL MGR. TERRITORY DEV. MANAGER(Markt. Deptt.) AREA DEV. Co- (Mr.GauravChaturvedi)

PRODUCTION MGR.QUALITY

ONTROLMANAGER

MARKETING EXECUTIVE CUSTOMER EXECUTIVE

SHIPPING MGR.

SALESMANTRANSPORT MGR.


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PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the raw

material required for soft drink are concrete sugar syrup and treated

bottled the entire process take in the following steps.

The first step in the production involves conversion of hard water in the

soft water.

The next step is the preparation of sugar syrup in the plant itself the

content of the syrup various according to the brand prepared the syrup

at most can be stored for 4 hours.

Then the bottle is cleaned thoroughly before is done with steam water

jets and caustic soda.

Bottle are then moved on a conveyor belt in a line and are closely

examined in case some impurity is left. It the impurity the concentrate

coke is not a now product for the Indian it was there in India till 1977 but

had to leave India on mass demonstration led against it, instigated bythe local brands it was leaded by Mr. George Fernandes in Agrain UP so

when the program of re-launching was made, it was again (where it was

made o leave the country), on the 24th October 1993 in order to a strong

hold in the Indian market, it signed a pact with Mr. Ramesh Chauhan of

Parle exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club

Soda etc. at a cost of $40 million by doing so they gripped the Indianmarket of soft drinks and captured 65% of the entire soft drinks much

that the competition was tougher and commodities was of the same

standard. So the going was tougher, but still it has managed to gain and

keep in.


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DISTRIBUTION CHANNEL

Distribution means supply of goods from company to its ultimate user.

After manufacturing the product the important work for the is to provide

its goods to its ultimate user at the right time and when manufacturing

process has been over. Than marketing work will be start by the

marketing Department adopt the policy for providing goods to the

consumer at the right time and place. Distribution means the way be

which the product reach to the hand of consumer these all process

comes under the Distribution of Network. Good distribution network is

essential for more sailing and customer satisfaction. If customer or

retailer is not satisfy of your distribution net work. It reflect that

companys Distribution is not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company dont want to take any

type of risk so they have made the distributor in different 2 areas.Distributor take the flavors from the company and deposit all the

payment in advance by this process company get all the money at the

right time. Distributors establish all the goods in bare house company

are appointed 2 or 3 executive for marketing. Executives are getting the

salary from company. But sales man helper, loader, appointed by the

Distributor. Distributor is liable to give the salary to the sales man helper;loader and clerk the sales man do the work under the pressure of

Executive.


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From the bare house company launch the flavors in the market. The

flavor reaches in the market to the retailer by two medium.

1) By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the Retailer.

Retailer sales the flavor to the consumer. This is the good marketing

strategy.


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COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a neck to

neck battle between the two major players, Coca-Cola and Pepsi since

the very beginning. The thirst quenchers are trying hard to have the

major chunk of the pie of carbonated soft drink market. Both the players

are spending their energies in building capacity, infrastructure,

promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the scene in

most of the soft drink markets in the world and enjoying leadership in

terms of market share. But the Coca-Cola people are finding it hard to

keep away Pepsi, which has been narrowing the gaps regularly. The two

are posing threats to each other in every nook and corner of the world.

While Coca-Cola has been earning most of its bread and butter through

beverage sales, Pepsi has a multi products portfolio with some portion

from the same business.

The two warriors are face to face once again here in India with different

strategies and tactics to attack the rival. Coca-cola is focusing upon the

joint ventures with the existing bottlers { fobo } franchise owned bottling

operations to enhance its control on manufacturing and marketing of its

products range and attain the quality standards of its class.


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Countering it Pepsi has taken the battle in its own hands by floating as

investment of $ 95 billion to set Pepsi Company. India holdings, as

subsidiary for {cobo} company owned bottling operations. Both the

companies are following different path to reach the same destiny i.e. to

fetch the bigger portion of aerated soft drink market. Both consider India

a huge potential market, as per capita consumption here is a mere 3

serving annually against the world average of 80. Therefore, they are

putting in their best efforts to woo the Indian consumer who has to work

for 1.5 hours to buy a bottle of soft drink. In comparison to the

international norms minutes, a major hurdle to cross over for both the

athletes for getting no.1 position comparison to the inter. Coca-cola is

well set with its 53 bottling sites through out the country giving it an edge

over competition by processing a well-built bottling and distribution set-

up. On the other hand, Pepsi, with two more years in india, has been

able to set an image of a winner in India and has been able to get the

pulse of the India soft drink market. The soft drink giants are leaving on

stone unturned and her for the long terms.

Coca-cola has been penetrating the market through its wide product

range with a determination to change consumption pattern


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of soft drink in India. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the earlier 5%. They want to

develop a coca culture here and are working on a strategy to offer soft

drink in every possible package. In coca-cola camp, the idea of

competition has not come from Pepsi, but from the other beverages

such as tea, coffee, nimbu pani, water etc. Pepsi is quite aggressive in

its approach to Indian consumer. They are desperately working on the

strategy to be winners in the hot cola war between two big barons.

According to Pepsi philosophy, its the madness that encourages

executive to think, to conjure up those creative tactics to knock the fizz

out their competition. Pepsi had plumbed a large on the visibility of its

blue red and white logo. They have been going with aggressive

marketing by putting Amir Khan, Akshay Kumar and their

advertisement to endorse their brand, the role models for its targeted

consumer the teenagers. They have increased the fizz in the market

place by introducing the dispensers called fountain Pepsi and has been

enjoying a lead over its rival there.


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Coca-cola on the other hand, has been working on the saying slow and

steady wins the races side by retailing to every more of its competitor.

They have procured the shield of thumps up with a handsome market

share in Indian soft drink market.

Countering Pepsis international commercial that used two chimpanzees

to cock a snoop at coke, thumps up come with the ad line, dont be

Bandar, and taste the thunder. Also thumps up has been positioned now

very near to that young image of Pepsi and giving it a though time.

These cool merchants have put everything on fire. It coke got the status

of the official drink of wills. World cup, Pepsi blushed as nothing official

about it. As thumps up projected as saaree jahan se achcha Pepsi was

passionate enough with freedom to be and now the yeh dil mange

more when thumps up came with thunder blast, the other offered Pepsi

stuff card. If red is meant for coke, Pepsi has chosen to be blue.


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C O K E S M A R K E T IN G S T R A T E G IE S

Coke decides on its marketing strategies at a national level and lends

them a local flavor. For example, while festival mood plays a strong role

in marketing, it is activated for Durga Puja in Calcutta, Dandiya in

Gujarat, etc., Coke has its focus on the youth market in India.

As a first step toward catching the attention of the youth, coke signed on

cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started

talking about youth passions like cricket, films, festivals and food. Soonthe advertisements started giving the message, Eat Cricket, Sleep

Cricket, Drinkonly Coca-Cola And now it has started modifying film

hits to frame catch lines that appeal to the youth. This particular strategy

has worked well for coke.

Coke is focused on distribution to ensure that its products are within

customers reach. And it saves its focus has begun to pay it dividends.

As per mid-1998 figures coke is selling as many bottles in the hinterland

of Punjab as it does the four metros.


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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic slowdownin various overseas markets and the strong dollar had their impact on

coca-cola revenues and bottom line in 1998. But the company optimistic

about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola

Company says, This past year 1998 has been a challenging period forthe Coca-Cola Company as economic environment became more

uncertain in the later part of 1998, we strongly believe that our

fundamental opportunities for long term growth have not changed.

As long as maximization of share holder wealth remain Cokes focus for

its future is assured Goizueta had stated and proven to the world that

focus on shareholder wealth does more good to the company than focus

on revenues and it is not that coke does not enjoy volumes for it is

worlds No.1 soft drink manufacture. It is not content with this title and is

aiming at higher volumes year after year. Surely coke will continue to

grow. Point on Roberto had reduced the company basically to its

trademark and the returns are so astronomical as to be off the boards. It

just absolutely added a jet engine to their performance.


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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 % of its

volume and 80 % of its profit come from outside the United States of

America. Although it was perceived as a standardized brand across the

world, coca-cola had been quietly fine turning its international marketing

strategies to suit the needs of individual national markets. Only the

brand coca-cola, sprite and fanta were marketed globally. In Latin

America and Europe, where a heavy consumer preference existed for

lemon lime and orange sodas. Coke had developed a wide range of

formulations and flavors to cater the needs of different countries. In ei

salvador and venezuela, a version of fanta called fanta kolita a cream

soda type of drink became extremely popular. Similarly, in indonesia

coke had been selling pineapple and banana limca, maaza and thumps

up in 1993.


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A 100 YEARS OF THE CURVY GLASS BOTTLE OFCOCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24 th March

1899 Chattanooga; Tenn. where its first bottling plant was started 100

year ago by two men struck one of the most lucrative business deals in

US history.

Joseph whitehead and benjamin thomas offered coca-cola company

owner asia candler a dollar for the right to bottle soft drinks in 1899.

Today 1 billion soft drinks are sold each day in more than 200 countries

around the world.

Candler had purchase what would become the cola company for $2,300

eight years earlier from john pemberton, an atlanta phamacist who

astonished the world.

Candler though the bottling venture would never succeed, but he signed

the contract with white head and thomas any way, and the rest is

history, bob lovell, vice president of marketing for coca-cola bottling

company. United inc., said in telephone interview from chattanooga.

Lovell said thomas had seen cuban fields hand drinking pina fria a

pineapple beverages, from bottles while he was


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Stationed in Cuba during Spanish American war. When he returned to

Chattanooga, he decided to pitch the idea of bottle soft drinks to coke,

which was then sold only as a fountain beverage.

it occurred to him that coca-cola in bottles would be very popular,

Lovell said, Mr. Candler did not see any future in it because the

containers were not sound, but thats how it all came about. Thomas

and whitehead promised to pay one dollar for the right to bottle coca-

cola, but legend has it that no money changed hands.


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COKES BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant extent

for ensuring the availability of the products. Bottlers are supplied with

concentrate to which they add aerated water and bother ingredients

before packing and sealing either cans or bottles. Bottlers play a

strategic role in the success of soft drinks companies and this was not

far from Goizuetas mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up for

sale. All these bottling activities were combined to from its own

subsidiary Coca-Cola Enterprises (CCE) to handle bottling operations.

The Coca-Cola Company took 49 percent equity stake in Coca-Cola

Enterprises enabling it to retain its own balance sheet.


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P R O M O T IO N : TH E C O C A -C O L A W A Y

Goal for the 90sTO PLACE COCA-COLA WITHIN AN ARMS REACH OF DESIRE.

Consumer activity clusters:-

Grocery shopping

Other shopping & services

Eating and drinking

Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

The 3As:-

The strategy for reaching in creasing numbers of consumers in India is

based on the belief that consumers will buy our products it they are

Available, Affordable and Acceptable.

Strategies for the 3As

Focus on the consumer and customer.

To provide quality customer services, and caring about the quality of

performance in respective jobs.

Caring enough about what we do, to it the best we know how.

The 3As is Coca-Cola underlying strategy for meeting its goal to reach

increasing numbers of consumers. How does coke position its limited


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resources to help meet its good? Let us explore the specific ways in

which the Coca-Cola system addresses each of the 3As:-

Availability

Some of the ways in which the Coca-Cola Company hopes to increase

availability of its product include improved or innovative packaging,

dispensing systems, distributions system and marketing.

Affordability

The ways to address affordability include pricing decisions, as well asresource management. To make its product available at a price

affordable to the consumer. Continually processes more efficient and

therefore more cost-effective.

Acceptability

Making coca-cola brand products the beverage choice for any occasions

depends on a variety of strategies to reach the target audience. The

common strategies adapted to effect acceptability were though

sponsorships, promotion youth market activities, community programs,

and other activates.


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DISTRIBUTION IN THE COCA-COLA SYSTEM

Getting Products to Market

One of the values of the coca-cola system is presence that coca-cola

should exist everywhere. In the words of former CEO-India operations

Richard Nicholas, Our goal is to have coke available within an

arms reached of desire. To fulfill this goal, coca-cola not only

produces products, but also has an effective system to distribute them

all over India.

Distribution

Distribution sales + delivery + merchandising + local account

management.

Distribution of Cokes products includes the activities of sales, delivery

merchandizing and local accounts management. These are two major

types of distribution systems:-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.

In indirect distribution, an organization which is not a part of the

coca-cola system has control of one or more of the distribution

elements (sales, merchandizing and local accounts

managements).


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With direct distribution there are two types of sales:-

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed by the

same persons.

In advanced sales, sales and delivery are performed by different people

within the coca-cola system.

Difference between a customerand a consumer.

a consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves coca-cola

products to consumers.

Merchandizing

One the products are delivered to the customers they are promoted at

the point-of-purchase to maximize the companys sales opportunities,

merchandizing involves looking at the presentation of the products

through the eyes of the consumers. It is an on-going process that help

the company present its products properly to the consumers in the

market place for instance, is the display attractive? Are the product

neatly organized.

Presenting the products

Coca-cola presents its products for sale in four different ways. They are

as follows:-

Secondary display

Coolers

Vending machines


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Post mix / pre mix

Indias relationship with coca-cola

Just after independence, the maharaja of patiala oversaw his coca-cola

hoarding from his huge, ornate palace, coca-cola export representative

frank harrold, was awed by the maharajas opulent life style. In 1993

after coca-cola returned to India after a 16 year absence (George

fernandes threw the company out of the country in 1977 on the pre text

that it had refuse to divalge its formula to indian officials), ceo of the

coca-cola company, robes to boirueta salivated over a virtually

untapped market of 840 million people.

TECHNIQUE INVOLVED IN DEFINING PROBLEMS

O B S E R V E T H E P R O B L E M

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collecting more correct. It is depend upon ability of investigator.

C O L L E C T T H E P R O B L E M

After collecting the data I considered that what the problem is for the

company and when company ants to know his weakness.

A N A L Y S IN G T H E P R O B L E M

After collecting the problem I analysis the problem such as how many

problems are general and how many are different from others and how

many problem is considerable and solvable.


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T A K E S O L U T IO N

After analyzing the problem I sow that 90% problem was general and I

found 20% problem personal and I was found 10% problem as Genuine

which is considerable and soluble. General solution solve the journal

problem remaining 10% problems solution we found and then after we

implement the solution.

A P P L I C A T IO N O F S O L U T I O N

After founding the solution we apply the solution and satisfy the

customer & consumer.


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GUIDELINES FOR CONSTRUCTINGQUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in constructingan appropriate and effective questionnaire or a schedule:

(1) The researcher must keep in view the problem he is to study for it

provides the starting point for developing the Questionnaire /

Schedule. He must be clear about the various aspects of his

research problem to be dealt with in the course of his research

project.

(2) Appropriate from of questions depends on the nature of

information sought, the sampled respondents and the kind of

analysis intended. The researcher must decide whether to use

closed or open-ended questions. Questions should be simple and

must be constructed with a view to their forming a logical part of a

well thought out tabulation plan. The units of enumeration should

also be defined precisely so that they can ensure accurate and full

information.

(3) Rough draft of the Questionnaire / Schedule be prepared, giving

due thought to the appropriate sequence of putting questions.

Questionnaire or schedules pervasively drafted (if available) may

as well be looked into at this stage.

(4) Researcher must invariably re-examine, and in case of need may

revise the rough draft for a better one. Technical defects must be

minutely scrutinised and removed.


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(5) Pilot study should be undertaken for pre-testing the questionnaire.

The questionnaire may be edited in the light of the results of the

pilot study.

(6) Questionnaire must contain simple but straight forward directions

for the respondents so that they may not feel any difficulty in

answering the questions.


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MAAZA

YAARI-DOSTI TAAZA MAAZA.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDEDCALCIUM, MAAZAS TAGLINE, YAARI-DOSTI TAAZA MAAZA

MEANS FRIENDSHIP MOMENTS WITH FRESH

MAAZA IN HINDI.

MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NON-CARBONATED MANGO FRUIT DRINK. IT WAS ACQUIRED BY THECOCA-COLA COMPANY IN 1993 AND IS CURRENTLY AVAILABLEIN THREE FLAVORS, MANGO, PINEAPPLE AND ORANGE, PLUS

ADDED CALCIUM.

MAAZA MANUFACTURING UNIT IS LOCATED IN NAJIBABADWHICH IS DELIVERING IN ALL OVER WESTERN AND EAST U.P.THROUGH THAT NAJIBABAD MANUFACTURING UNIT BECOMEMAAZA IS A FIFTH LARGEST SELLING BRAND OF COCA-COLA.MAAZA HAS MANGO FRUIT TEST ITS FLAVOUR INTRODUCING

BEFORE SLIECE PEPSI COPY ITS.


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SPRITE

CLEAR, CRISP, REFRESHING

INTRODUCED IN 1960, SPRITE IS THE WORLDS LEADING LEMON-LIME FLAVORED SOFT DRINK. SPRITE IS SOLD IN MORE THAN

190 COUNTRIES AND RANKS AS THE NO. 4 SOFT DRINKWORLDWIDE, WITH A STRONG APPEAL TO YOUNG PEOPLE.

MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITS CRISP,CLEAN TASTE THAT REALLY QUENCHES YOUR THIRST. BUT

SPRITE ALSO HAS AN HONEST, STRAIGHTFORWARD ATTITUDEABOUT THINGS THAT SETS IT APART FROM OTHER SOFT

DRINKS. SPRITE ENCOURAGES YOU TO BE TRUE TO WHO YOUARE AND TO OBEY YOUR THIRST.

ACCORDING TO SURVEY FOR IT HAS FOUND OUT THAT SPRITEIS A LEMON-LIME FLAVORED SOFT DRINK. I ASKED ABOUT

SPRITE BRAND THEN I FOUND OUT THAT WHEN NOT AVAILABLELIMCA BRAND OF RETAIL OUTLET THEN CUSTOMER OR

CONSUMER DEMAND TO SPRITE BRAND THROUGH ALL OVERREGION SURVEY GONE ON STATEMENT SPRITE IS FOURTH

LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD.


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THUMS UP

STRONG COLA TASTE, EXCITING

PERSONALITY

A THUMP UP IS A LEADING CARBONATED SOFT DRINK ANDMOST TRUSTED BRAND IN INDIA. ORIGINALLY INTRODUCED IN

1977, THUMPS UP WAS ACQUIRED BY THE COCA-COLACOMPANY IN 1993.

THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE ANDCONFIDENT, MATURE AND UNIQUELY MASCULINE ATTITUDE.THIS BRAND CLEARLY SEEKS TO SEPARATE THE MEN FROM

THE BOYS.

ITS TAG LINE SAYS IT ALL: THUMPS UP, I WANT MY THUNDER.

THUMPS UP IS A NUMBER ONE LARGEST SELLING BRAND OFCOCA-COLA IN GHAZIABAD REGION URBAN AREA ONLY INGHAZIABAD RURAL AND SEMI-URBAN AREAS ARE SECOND

LARGEST SELLING BRAND AFTER PEPSI BECAUSE THEY ARE

AWARE THUMPS UP BRAND THAT WHAT HAS EXTRA ENTITY INTHUMPS UP.


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DIET COKE/COCA-COLA LIGHT

DIET COKE WAS BORN IN 1982 AND QUICKLY BECAME THE

NO. 1 SUGAR-FREE DRINK IN DIET-CONSCIOUS AMERICA.

KNOWN AS DIET COKE IN THE U.S., CANADA, AUSTRALIA

AND GREAT BRITAIN, AND AS COCA-COLA LIGHT IN OTHER

COUNTRIES, ITS NOW THE NO. 3 SOFT DRINK IN THE

WORLD.

ITS THE DRINK FOR PEOPLE WHO WANT NO CALORIES,

BUT PLENTY OF TASTE. AD CAMPAIGNS AROUND THE

WORLD FOR DIET COKE SHARE A PLAYFUL,

SOPHISTICATED AND SEXY ATTITUDE. VISIT OUR

AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET COKE

NORTH AMERICAN AD CAMPAIGN CELEBRATES THE REAL

AND HUMAN ATTRIBUTES THAT MAKE PEOPLE ALLURING

IN THE EYES OF OTHERS.


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COCA-COLA

COCA-COLA IS THE MOST POPULAR AND BIGGEST-SELLINGSOFT DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN

PRODUCT IN THE WORLD. CREATED IN ATLANTA, GEORGIA BY

DR. JOHN S. PEMBERTON, COCA-COLA WAS FIRST OFFERED ASA FOUNTAIN BEVERAGE BY MIXING COCA-COLA SYRUP WITH

CARBONATED WATER.

COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887 ANDBY 1895 COCA-COLA WAS BEING SOLD IN EVERY STATE ANDTERRITORY IN THE UNITED STATES. IN 1899, THE COMPANY

BEGAN FRANCHISED BOTTLING OPERATIONS IN THE UNITEDSTATES.

TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERY PARTOF THE WORLD. THE COCA-COLA COMPANY HAS NEARLY 400

BEVERAGES IN ITS PORTFOLIO.

TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERY AREAOF GHAZIABAD REGION EARLY BECAUSE COCA-COLA IS ALARGEST NUMBER ONE BRAND AMONG ALL SOFT DRINK

BRAND SO ITS KNOWN AS THAT THUNDA MATLAB COCA-COLATHAT IF I WOULD LIKE DRINK THUNDA ONLY COCA-COLA.


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FANTA

A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WAS

ACQUIRED BY THE COCA-COLA COMPANY IN 1960. FANTAORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT 70% OFSALES, BUT OTHER CITRUS AND FRUIT FLAVORS HAVE THEIR

OWN SOLID FAN BASE.

CONSUMERS AROUND THE WORLD, PARTICULARLY TEENS,FONDLY ASSOCIATE FANTA WITH HAPPINESS AND SPECIAL

TIMES WITH FRIENDS AND FAMILY. THIS POSITIVE IMAGERY ISDRIVEN BY THE BRANDS FUN, PLAYFUL PERSONALITY, WHICH

GOES HAND IN HAND WITH THE BRIGHT COLOR (PARTICULARLYORANGE), BOLD FRUIT TASTE, AND TINGLY CARBONATION.

FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN, ITALYAND ARGENTINA. FANTA DISTRIBUTION WAS INCREASED IN THE

U.S. IN 2001 WITH THE RETURN OF FOUR FLAVORS: ORANGE,STRAWBERRY, PINEAPPLE AND GRAPE. ORANGE, THE BIGGEST

SELLER, IS NOW AVAILABLE IN MOST OF THE COUNTRY.

DIET COKE

THE EXTENSION OF COCA-COLA NAME BEGAN IN1982 WITH THE INTRODUCTION OF DIET COKE


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(ALSO CALLED COCA-COLA LIGHT IN SOMECOUNTRIES). DIET COKE QUICKLY BECAME THENUMBER ONE SELLING LOW-CALORIES SOFTDRINK.

LIMCA

THIS IS THIRST-QUENCHING BEVERAGE FEATURESA FRESH AND LIGHT LEMON-LIME TASTE ANDLIGHTHEARTED ATTITUTE. THE LIMCA BRANDWAS INTRODUCED IN 1971 AND ACQUIRED BYTHE COCA-COLA COMPANY IN 1993.

KINLEY WATER

THIS IS THIRST-QUENCHING BEVERAGE FEATURESFRESH THE FRESH WATER WITH THE SATURATEDOXYGEN LEVEL.


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SUNFILL

THIS IS THIRST-QUENCHING BEVERAGEFEATURES A FRESH AND LIGHT ORANGE TASTEAND LIGHTHEARTED ATTITUDE.

VANILA

IT IS AN ICE CREAM IN TASTE.LAUNCHED IN2004.

MMPO

IT IS THE ORAGE JUICE FLAVOUR. IT WASLAUNCHED IN 2008. IN THIS YEAR IT REACHES ITSHIGHEST SALE.


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THE MOST PREFERRED BRAND OF COKELIKE BY CUSTOMER

DURING THE SURVEY I ASKED THE CUSTOMER ABOUT THEBRAND PREFERENCE AND I FOUND THAT MAXIMUM NUMBER OF

RETAILERS PREFER THUMPSUP

GUIDELINES FOR SUCCESSFUL INTERVIEWINGREASON FOR HIGH DEMAND

FREQUENCY RESPONDENTS PERCENTAGE

PRICE 33 35%TEST 20 21%

AVAILABILITY 25 26%

PACKAGING 06 6%

OTHERS 11 12%

TYPE RESPONDENTS PERCENTAGETHUMPSUP 42 65%

LIMCA 07 10%

COKE 11 17%

MAAZA 05 8%


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0

5

10

15

20

25

30

35

P rice Test A vailability P ackaging Others

REASON FOR HIGH DEMAND OF

COKE

Interviewing is an art and one learns it by experience. However, thefollowing points may be kept in view by an interviewer for eliciting thedesired information:

(1) Interviewer must plan in advance and should fully know the

problem under consideration. He must choose a suitable time and

place so that the interviewee may be at ease during the interview

period. For this purpose some knowledge of the daily routine of the

interviewee is essential.

(2) Interviewers approach must be friendly and informal. Initially

friendly greetings in accordance with the cultural pattern of the

interviewee should be exchanged and then the purpose of the

interview should be explained.


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(3) All possible effort should be made to establish proper rapport with

the interviewee; people are motivated to communicate when the

atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudying

respect and curiosity is the gateway to communication, and hence

must act accordingly during the interview. For all this, the

interviews must be intelligent and must be a man with self-restraint

and self discipline.

(5) To the extent possible there should be a free-flowing interview and

the questions must be well phrased in order to have full

cooperation of the interviewee. But the interviewer must control

the course of the interview in accordance with the objective of the

study.

(6) In case of big enquiries, where the task of collating information is

to be accomplished by several interviewers, there should be an

interview guide to be observed by all so to ensure reasonable

uniformity in respect of all salient points in the study.


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SALESMEN

Conventional Route Salesmen carries ready stocks in vehicles and

sells it to retailers on his route. Characteristics of conventional

routes:

Salesman visits the outlets without a proper PJP

Has the responsibility of driving which includes following

traffic rules , finding place to place to park in congested

market places , sell the products

And collect cash & glass.

Communicates schemes and handles cash himself which

given him the opportunity to manipulates with discounts.

Salesman is un-educated, with his primary qualification

being a driving license.

Very low vehicles capacity utilization.

Companys span of control till distributor

SKUs loaded on truck is only an estimate leading to

shortage in brand/packs in the market.


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WHAT IS PRE-SELL?

Pre-sell A selling technology in which the selling process has

two distinct parts:

Generating order selling the order and delivering the pre-sold

order .It segregates the front-end and back-end process of

selling.

Works on a proper beat with a defined PJP.

A pre-seller focuses on taking orders in advance after

activating the outlet .Therefore eh has dedicated time for

effectively selling schemes and promotions and

Carrying out his executing an outlet responsibility.

Back-end activities like invoicing, delivering stocks,collecting cash & glass are carried out by others.

Delivery vehicles are loaded as per the orders, leading to

very high capacity utilization & negligible shortage of

brand/pack to the retailer.

Company gets control over retailer.

Retailer is sure that hes getting the complete discount.

Higher Distribution ROI.


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WHY PRE-SELL?

Improved execution

Reduced manpower through better utilization of MD

resources

Increased vehicle utilization (90%+)

Reduced costs

Improved BPPC Control-Focus on profitable packs and right

BPPC

.

PRE-REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a must.

2. EDS/outlet list by current route/salesman to be prepared

with RED outlets marked.

PRINCIPLES

1. Pre-Seller can be a current Route salesman or a

market developer.

2. All pre-sellers are hired by HCCB & paid through a 3rd

party.

3. Pre-seller will be responsible for:

RED outlets = Execution + Volume.


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Non RED outlets =Volumes

4. Depending on the town/area/locality, pre-seller will be

allocated two/three beats each, with a frequency of

3x/2x per outlet.

5. Will cover 30 outlets in one beat using Beat Planning

Format

6. Pre-billed orders leave the depot/distributor go down.

7. Pre-sell to work on specific geography rather than

specific outlets.

IMPLEMENTING PRE-SELL METHODOLOGY

RE-Organizing the routes

1. List all outlets. The listing will provide all the

necessary information.

2. Identify outlets that should be on Pre-sell beats &

form geographical clusters.

3. Convert these clusters into Pre-sell beats ,

using the beat planning format

4. Prepare walking order Route Plan for Pre-sellers

for the beats assigned to him.

5. And Remember to ensure:

One Pre-sell beat should have 30-35 outlets.

Check available time through the beat

planning format.

ASSIGNING MANPOWER

For Pre-sell we need the following:

1. Pre-Seller for generating the order and market

execution.


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There will be only one cader called PRE-

SSELLER which is either salesman or MD

converted to this role .

2. Drivers (delivery salesman) & helpers for

supplying orders.

3. MDs for executing RED outlets on conventional

routes.

4. For DSD one person at depot to take orders from

Pre-sellers and billing.

BUILDING BACK-END SUPPORT

1. DELIEVERY PROCESS

1 cluster of 3-4 pre-sellers.

Volume & no. of outlets for every cluster will

be derived.

2. VEHICLES

Collect and analyses data related tovehicles utilization over a period of 6-8

months after Pre-sell is launched.

Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS

Training for MD, Pre-sellers must cover how totake order, and suggestive selling after

executing the outlet.

Training for salesman Pre-sellers must include

how to execute an outlet before taking orders

through suggestive selling.

Training will be first organized for MD

converted Pre-sellers. The Salesmanconverted Pre-sellers will be trained later on.


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PHASING OUT THE ROUTES/DISTRIBUTORS FOR

LAUNCH Communicating about Pre-sell in the RIGHT.

Do not encourage Pre-sellers to initiate talk

about Pre-sell with retailers because they not

be able to handle queries well.

STLs/S.Trainers / ASMs / ACDM MUST

accompany Pre-sellers during the launch.

This should be the way forward for at least all

important markets / retailers to reduce

chances of resistance from the trade.

Plan the phasing as per the number of STLs /

trainers you have.

MEASURING PRE-SELLERS PERFORMANCE

Performance to be measured on following parameters:

RED scores of a pre-sellers, Pre-pre-sell &

Post-pre-sell.

This needs to be checked to ensure that in

course of pursuing volume targets; market

execution is not left out which is very

important key to our business. Volume achievements & growths vs. targets.

Productivity.

No. of bills cut in a week vs. potential

Formula-Actual bills cut per week/ (No. of

retailers X3)


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CAUTION

1. There might be cases where in some retailers

return stock due to various reasons :-

Does not have money.

Father gave the order but son present at

shop during delivery of stocks.

Estimated the order wrongly now wants

to change the stock.

But the world of caution is thatplease dont

move back to conventional route

2. Make deliveries through clubbed orders and

do not allocate a vehicle for every MD. Even if

that is done in the beginning, swap thesalesman.

VISION

The long term vision of Coca-Cola in India

is to provide exceptional strategic lead to

the Coca-Cola in India.

Through Coca-Cola system resulting in

consumer & customer preference and

loyalty through Coca-cola is commitment

to them and in a highly profitable Coca-

Cola Corporate branded beverage

system.


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MISSION

The mission of Coca-Cola in India is:

Increase in shareholders value over

time.

To achieve the above by working with

business partners to deliver satisfaction

and value to customers through world

wide system of superior brand andservices thus increasing the brand

equity.

To achieve the mission the company

seeks the contribution from each of the

given areas:-

1. People working in the company.

2. Commitment of the company.3. Goals & objectives of the company.

4. Environmental polices.

5. Internal control.

COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either ofthe two bottling operation done for the company.

1. COBO (Company Owned & OperatedBottling Operation).

2. FOBO (Franchise Owned & OperatedBottling Operation).

After 1993, when Coca-Cola re-enters India market, done a lot ofchanges in existing system of soft drink market prevailing inIndia, by acquiring the major brands and the bottling operations

from Parle. After this company founded some of its own bottlingoperation in India.


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In year 1997, company did a major investment of $700 million in

India by purchasing other bottling operations, all around Indiaand introduces new technology in them. These bottling plants are

called Company Owned and Operation Bottling Operation.Company has full ownership and operational right for these typesof operations. The other type of bottling operation for thecompany are called Franchise Owned and Operated BottlingOperation, to these, the company has given the right to producethe product for the company and to supply with the territoryassigned by the company. Company has no ownership oroperational right/ control over these.

In India Company have 26 COBO and 14 FOBO operations for theproduction and control of the whole operation in India. These aredivided in to various zones that are given in the marketing mixsection of this report.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant isHathras in India, second largest plant is Dasna, and the largestone is in Bangalore. Hathras plant has 3 RGB filling lines. The RGBline operating at mechanical efficiency of 90 % . Company doesnthave thefacility for filling Maaza (RGB and Tetra Pack) a Mango

flavour drink of Coca-Cola, pet bottling, water plant.


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USE OF RESEARCH METHODOLOGY

Without using research methodology to find new fact and knowledge is

not possible.

First of all question is arises what is research -

Research as a scientific and systematic search for pertinent information

on a specific topic. In fact research is an art of scientific investigation

OBJECTIVE OF RESEARCH

The main aim of research is to final out the truth which is hidden and

which has not been discounted as yet. The purpose of research is to

discover answers to questions through the application of scientific

procedures of collecting the data.


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METHOD ADOPTING IN THE RESEARCH

PRIMARY METHOD

Adopted the personnel personal interview method in this method we

made a questioner with this questioner we used to go in the market and

see the customer one by one.

First of all we used to give the introduction with smile enthusiastic andwith proper eye contact and demand to give 2 or 3 minute to fulfill his

questioner and then after we started to put the questioner at the retailer

and completed the questioner.

(i) Questionnaire Method

(ii) Personal Interview

SECONDARY METHOD

This method is most appropriate method for collecting the data. By this

method researcher get the actual report


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TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem

3) Analyzing the Problem

4) Take Solution

5) Application the Problem

6) Solving the Problem

O B S E R V E T H E P R O B L E M

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be collect

more correct. It is depend upon ability of investigator.

C O L L E C T T H E P R O B L E M

After collecting the data I considered that what is the problem for the

company and when company wants to know his weakness.

A N A L Y S I N G T H E P R O B L E M

After collecting the problem I analysis the problem such as how many

problems are general and how many are different from others and how

many problem is considerable and solvable.


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MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The

company have good market share app. 67% and remain 33% market

share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca cola

and pepsi was app. Same in the market but in this year company

adopted new strategy and provided good service and provide more and

more customer satisfaction company top management have taken a

good decision in this year. Decision was that all the flavors rate should

be decreased by which lower level people can be taken the enjoy of

coke and the company provided a new flavor of 200 ml in the birth

rupees of 5. This brand have got good position in middle level and lower

level family so by the virtue of good strategy company have got good

market share app. 67% right now coke position is much more strong.

Comparison to Pepsi.


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Coke Pepsi

Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGEPulpy orange Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

Kinley Water Kinley Water

(Kinley) Aquafina

CHANNEL OF DISTRIBUTIONOUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA


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Company

Manufacturing goods

Depote

Distributor Company

Vehicle

Retailer Retailer

Consumer Consumer

COMPETITIVE MARKET SHARE BETWEEN

KO / PC

Cola

Pepsi = 45%


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Coke = 35%

Thumps up = 20%

Orange

Fanta = 75%

Mirinda = 25%

45%

35%

20%

Pepsi Coke Thumsup


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Cloudy Lemon

Limca = 80%

Lemon Miranda = 20%

Clear Lemon

Sprit = 75%

7UP = 25%

75%

25%

Fanta Mirinda

80%

20%

Limca Lemon Mirinda


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Mango

Maaza = 80%

Slice = 20%

Soda

Kinley = 50%

75%

25%

Sprit 7UP

80%

20%

Maaza Slice


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Lehar Evervess = 50%

Can

Coke = 40%

Pepsi = 60%

PET

50%50%

Kinley Lehar Evervess

40%

60%

Coke Pepsi

6


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Coke = 60%

Pepsi = 40%

Kinley Water

Kinley = 80%

Aquafina = 20%

60%

40%

Coke Pepsi

6

80%

20%

Kinley Aquafina

6


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Total Product

Coke = 63%

Pepsi = 37%

63%

37%

Coke Pepsi

6


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SWOT Analysis


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SWOT ANALYSIS

STRENGTH

Company product having a good brand name and trade mark. So that

there is no such problem for convenes the user.

Being a franchise company product trade mark. Thats why its scope

is worldwide.

Coca cola capturing near about 69% market in cold drinks line

remaining 31% captured by its main competitor Pepsi. The reason

behind that good supply and its all flavor like Thumsup, Limca, Fanta,

Maaza and Sprite also asked by the user in Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over the

world. Thats why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing mentioned

M.R.P. and manufactured date.

Company having expert management so that company can provides

better goods & service for the ultimate user.

W E A K N E S S

The main weakness of the company is that company is not in position

of provide all flavors to the customer daily or at a one time.


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Customer is not happy from company marketing policy. He wants

company will start special discount program or increase maximum

retail price.

Most of the retailers problem is that no. company person comes at

the shop for listening the problem.

Company top management not declare the scheme before one or two

days. Thats why scheme catalogue not prepared by the lower level

management. In this way retailers are not satisfy for company policy.

Company management is not doing any thing for retailer. If

management is not provide any relief then he will increase M.R.P.

O P P O R T U N I T Y

Company can increase his product selling by increasing plant

capacity and manufacturing capacity.

Being a seasonal selling product provide all the flavor to the customer

in hot session very necessary. It is the opportunity for the company.

By providing better goods & services company can increase his

market share.

In present now the competitors are very less so that company can

compromise its main competitor Pepsi and can take maximum profit.


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T H R E A T

Company should do something for customer interest. Providing

beneficial scheme and good relation to customer other wise its other

competitor will develop and they will capture its market.

Cold Drinks selling is very much depend on customer or retailer so

that retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the market. In

the future the competitor can increase. So that company should

prepare some future plan for maintaining its market share.

Some domestic competitor can develop in the market. Company

should prepare long term future plan for permanently existing in Host

Country.


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RECOMMENDATIONS

Company should prepare future plan for maintain selling in market.

Because company competitor can increase and can capture the

market.

Company should provide special benefit to the retailer. Other wise his

interest will go down from cold drinks.

Present time competition is not high in this line because its

competitor is only Pepsi. So that company can do compromise with

Pepsi and both can increase products M.R.P.

Company should appointed a special representative for listening

retailers problem and solve them. He can also find out some

shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that his

satisfaction needed.

Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and Sprite

should also good.

Defected goods should be returnable or changeable.

Good execution is a main factor in more selling good execution

improves selling.


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Sales executive & salesman relation and good behavior also provide

effective guidelines in increasing selling.

For more selling company person should fulfill his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which will be

visible that will salable.


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BIBLIOGRAPHY

Internet site www.cocacola.com www.pepsico.com

Record of N.M. Soft drinks, Sat Nirnkari Colony, Delhi

Record of luminous marketing.

News items of English dailies, published from New Delhi. The Times of India

The Telegraph

The Economic Times

Advertisement on coke products.

Advertisement on Pepsi product.

Consulted Libraries

American Library

British Library

Consulted Books Research for marketing Decision byP. Green, D.S. Tull,

G. Albaum

Marketing Management -Phillip Kotler.
http://www.cocacola.com/http://www.pepsi/http://www.cocacola.com/http://www.pepsi/


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QUESTIONNAIRE

Market research on Behalf of Coca-Cola

Student Name - Lokesh Kumar ChaudharyTopic - Market Share & Distribution

Channel of Coca-ColaCompany - N.M Soft Drink Pvt. Ltd. (Coca-Cola)

153/1, Nirankari Colony, Delhi-110009

1. Name of the outlet ..2. Contact Person3. Address

4. Telephone No. 5. Type of outlet

E [ ] R[ ]G [ ] K [ ]Others [ ]

6. Which brand you selling morea-Coke [ ] b- Pepsi

Reason

7. Source of procurementDealer / Whole Seller / Company vehicle

Reason 8. If you want to purchase Coca Cola Brands from

Company vehicle, your demand.

9. Sale man BehaviorA-good [ ]B-Bad [ ]

10. Recommendations for company for more selling.


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