FACULITY OF MANAGEMENT AND COMPUTER

APPLICATION R.B.S.COLLEGE AGRA

1
 ACKNOWLEDGEMENT

First of all I would like to acknowledge my depth of gratitude to Mr. Amit

Goyal (Sales Execution Manager) for this valuable guidance and motivation at
all stages of my study.

I am specially thankful to Mr.G.D Sahu (Area sales manager) & Mr.Gaurav

Sharm (sales executive) for the guidance, suggestion and support extended to
me.

I am also thankful to all the employees of Sales & Marketing Pvt. Ltd., Agra for
enhancing my mettle to get successfully completed my work.

I will be failing in my obligations if I do not mention the continuous support,

encouragement and co-operation of my parents and dear friends.

I am very gratitude to all those persons whose contribution can not be defined in
words.

I thank to all of them again.

(Param Kirti Gangwar)

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 DECLARATION

I declare that the subject matter in this report is based on the market research
conducted by me in the city of Agra, Hathras, Etah and Gwalior. Therefore the
observation, analysis, recommendations expressed in this reports are subject to
personal perception.

(Param Kirti Gangwar)

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 PREFACE

I feel highly gratified in placing this work. In the preparation of this study the
constant Endeavour has been given to present the complete study in systematic,
analytical and crispy way. This impression combines the various aspects of
Coca-Cola regarding the “Consumer perception towards Coca-Cola” concern
with it in addition to this the study also gives other relevant information related
with Coca-Cola. It provides the record of the promotional activities & its critical
analysis. More emphasis has been given on making clear the modus operandi of
the marketing intermediaries of Coca-cola.

A company can achieve its mission; the only thing required for this is it should
be avoid doing so. Nothing is beyond the ambit of any person.

It is hoped that the study would be found useful in making the people
acquainted with the problems faced by the intermediaries of coca-cola
particularly at global market level.

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 INTRODUCTION
Coca –Cola is a cola (a type of carbonated soft drink, now known as sparkling
drinks) sold in stores, restaurants and vending machines in more than 200
countries. It is produced by the coca-cola company and is often referred to
simply as coke. 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 As a Griggs Candler, whose marketing tactics led Coke to its
dominance of the world soft drink market throughout the 20th century.

The company actually produces concentrate, which is then sold to various

licensed Coca-Cola bottlers throughout the world. 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 in cans
and bottles 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
fountain sells to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion; introduce other cola drinks under
the Coke brand name. The most common of these are Thumps Up, Limca which
has cover the major market share in India. However, others exists, including
Diet Coke caffeine free ,Cherry Coke ,Coca-Cola Zero, Vanilla Coke and
special edition with lemon and with lime and even with coffee in different part
of world.

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Contents
• 1 History
• 2 Revenue
• 3 Bottlers
• 4 Products and brands
• 5 About the organization
• 6 Highlight of coca –cola
• 7 Businuss of objectives
• 8 Customer of coca-cola
• 9 Competitor of coca-cola
• 10 Market Research
• 11 Method of data collection
• 12 Sample Design
• 13 Promotion Stratagy
 TCCC VISION

 TCCC MISION

 QUALITY ASSURANCE

 TOTAL PRODUCT MANAGEMENT

 RED( RIGHT EXECUTION DAILY)

 RTM (ROOT TO MARKET)

 MERCHANDISE

 BRAND ORDER

• 14 Criticism
• 15 Sponsorship

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• 16 References
• 17 External links
• 18 Coca-Cola in India
• 19 Company profile
• 20 Product Portfolio
• 21 Strategy Adopted
• 22 Research Methodology
• 23 Technology
• 24 Summary
• 25 Limitation of Study
• 26 Bibliography

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HISTORY OF SOFT DRINKS

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The history of soft drinks with the end of the last century. Its date back to the

civil war in USA in 1860 at that time people was suffering from many diseases.

Problem at that time was how to cure all these diseases since no remedy was

present at that time. It was a big question for American people. So in 1885 Mr.

Jiln Plmwartion, who lived in Antonica, made a drink and got it registered with

the name French wine cola in the beginning this drink was made with mixture

of cocaine and alcohol but later in it was converted and changed into a soft

drinks.

The drinking of either natural or artificial mineral water was considered a

healthy practice. American pharmacists, who were selling most of the mineral

water, started to add medicine and other flavored herbs to this drinks. The early

drug stores with their sod fountains became popular part of American culture.

Drink bottle tops.

The bottles were under a lot of pressure from the gas. Inventors were trying to

find the best way to prevent the carbon dioxide from escaping. In 1892, the

crown cork bottle seal was presented by William Painter, a Baltimore machine

shop operator. It was the first very successful method of keeping the bubbles in

the bottles. In 1899 the first patent was issued for a glass blowing machine for

the automatic production of glass bottle. Earlier glass bottle had all been hand

blown. Four years later, the new bottle machine was in operation. It was first

operated by the inventor, Michale J. Owens, an employee of Libby Glass

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Company. Within a few years, glass bottle production increased from 1500

bottle a day to 57000 bottles a say.

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 HISTORY OF COCA COLA
Coca cola Company, the beverage company and the world leader in the soft

drink sales produces and distributes several brands of soft drink in the US as

well international market. The company also produces and markets many fruit

juices and other non-soda beverages. The coca cola company is based in

Atlanta, Georges.

Dr. John S. Pemberton

Coca cola traces its origin to 1886 when Dr. John S. Pemberton, an Atlanta

pharmacist, who developed patent medicines, created a drink from

carbonated water, cane sugar syrup caffeine and extracts of cola nuts and

coca leaves. Pemberton found the drink both medicinal and refreshing, and

he sought market it. His book keeper, Frank M. Robinson, suggested the

name coca cola after the two extracts in the ingredients and also wrote the

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product’s name in distinctive script. Coca cola has used that same logo ever

since. Pemberton and Robinson also coined the drink’s first slogan,

“delicious and refreshing”.

Pemberton, however, was ill and be would not live to see his product’s success.

In their first year selling coke and its partners made only $50 by selling it.

Pemberton sold two third of his business in 188 to cover his losses an deep the

business a float. He died later that year and Candler, and Atlanta wholesale

druggist, purchased total interest in coca cola for $ 2300 in 1891. The next year

Candler and his brother, john Frank Robinson and two associates formed coca

cola co.

In 1893 Candler registered coca cola as a patented trademark. He also

responded to growing concerns over the dangers of cocaine by reducing the

amount of coca in the drink to a trace. However, he kept come coca extracts in

coca cola so the name would accurately describe the drink. Candler only had a

patent on the name, and not on the drink syrup that was the drink’s base,

containing all the ingredients minus the carbonated water. He figured that

keeping the coca in his formula would legally allow the company to distinguish

its drink from limitations.

Other companies also produced soda drink made with coca nut extracts. In

particular, the Pepsi cola company and its cola of the same name would become

coca cola’s major competitor over the next few decades.

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Candler also spent more than $11,000 on his first massive advertising campaign

in 1892. The coca-cola logo appeared across the country, painted as mural on

walls: imprinted on widely marketed, common household items, such as

calendars and drinking glasses. In addition to this, Candler was the first person

ever to use coupons to gain costumers for a product. He distributed flyers

offering free soda fountain glasses of coca cola to people visiting his drugstore.

In 1894 the coca cola company opened its first coke syrup production plant

outside of Atlanta, in Dallas, Texas. That same year a candy storeowner in

Vicksburg, Mississippi, installed bottling machines and produced the first

bottled coke. It had previously been sold only at soda fountains. By 1895 the

drink was sold in all US states and territories.

In 1899 Lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga,

Tennessee, bought the exclusive rights to distribute coke syrup to bottlers

throughout most of the county for only one dollar. At that time Candler saw a

little profit in bottling, and was more willing to give up that part of the business.

Their contract maintained that Candler could withdraw bottling rights, however,

if the quality of time and money, Thomas and whitehead split their partnership

soon after it started. In 1890 Thomas took bottling rights for the northeast and

the west coast. Whitehead received financial backing from John Lupton, and the

two formed the Dixie coca cola bottling franchise system that still exists.

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In 1915 the root glass company created a contour glass bottle for coke, its

design based on the curvature of a coca bean. This bottle design became a coke

trademark world wide. The same year, Candler retired from the company,

passing it on to his children and moving into politics. He was elected mayor of

Atlanta in 1916.

In 1919 the Candler family sold coca cola to businessman Ernest Woodruff of

Columbus, Georgia, for $ 25 million. Woodruff’s son, Robert was elected

company president in 1923. Robert Woodruff was a skilled marketer, and he put

more of the company’ resources into market research than into manufacturing

coke. Two new coke slogans were developed under Woodruff. These slogans

were, “the pause that refreshes” in 1929 and the other, it’s the real thing” in the

year 1941.During world war 2nd (1939-1945), woodruff also boosted coke’s

popular image in the US by pledging that his company would provide coke to

every US soldier. The company did to limit itself, however, to only doing

business that would increase its success in America.

In the period leading up to the war, between 1930 and 1936, it had set up a

division of the company in Germany, and it continued that venture during the

war. It recreated its image as a Germany company and allowed the Germans to

produce all but two, secret, coca cola ingredients in their own factories.

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In 1941 the German company’s president, Max Keith, developed Fanta orange

soda using orange flavoring and all the German made coke ingredients. The

coca cola company’s wartime efforts helped it expand its global market, often

with the economic support of he US government. By the end of the war in 1945,

it had established 64 overseas bottling plants. That same year the company

registered a patent on coca cola’s popular nickname, Coke.

In 1955 Robert woodruff retired as the coca cola company’s president. Candler

and woodruff are remembered as the two most important figures in the

company’s early growth, both for their contribution to the company and their

considerable fortunes donated to diversify by producing new products,

acquiring new business and ensuring new international markets. In 1960 the

coca cola company pouched the Minute Maid Corporation, producer of fruit

juices and began offering coke in cans. Between 1960 and 1963 it also launched

four new soft drinks in the US: Fanta, an orange soda; Sprite, a lemon lime

soda; tab, a diet cola; and Fresca, a diet grape fruit flavored soda. In 1964 the

company acquired the Duncan Food Corporation. In 1967 it created the coca

cola foods division by merging its Duncan and Minute maid operation.

In the late 1960s, coca cola faced difficulties in some of its foreign markets.

When the company built a bottling plant in Israel at the outset of the Arab-

Israeli war, the governments of all Arab league Nations banned the production

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and sale of coke. A year late the company withdrew from its markets in India

when that country’s government requested that coca cola reduce its equity in

joint ventures to 40 percent the company refused to relinquish so much control

over those operations. In 1977 coca cola began packaging coke and other drinks

in two liter plastic bottles. The popularity of these large bottles grew over time,

and their sales earned the company introduced diet coke, Which soon became

the best selling diet soft drink in the world.

In 1982 coca cola purchased the motion picture company Columbia pictures

Industries, which was also known as Tri-star Pictures, for almost $700 million.

Two years later the company sold off its Columbia holdings and other media

acquisitions to Sony Corporation for over $1 billion.

By the year 1987 Pepsi cola had gained on Coke’s previous domination of the

US market to the pint that the two had almost equal sales. In an attempt to

regain market dominance, the company, attempted the first ever revision of the

original recipe. The American public largely rejected new Coke and so the

company quickly returned to producing the old recipe under the name coca cola

classic.

In 1986 the coca cola company consolidated all of its non- franchised US

bottling operations as coca cola enterprises. The new company began acquiring

independent bottling companies, a venture that grew into the world’s largest

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bottler of soft drinks by 1988. while coca cola enterprises distributes over half

of all coca cola products in the United States, small franchise business continue

to bottle, can and distributed the company’s drink world wide. In 1987 the coca

cola company was listed in the prestigious Dow Jones industrial Averages Index

of stock market performance. Its stock is traded on the New York stock

Exchange. Coca cola and Pepsi co products occupied nine of the top ten spots in

the US soft drink market in

the mid 1990s. Worldwide, coca cola ranked first in soft drink sales, and the

company eared almost 80 percent of its profits from international sales.

Coca-cola came back in the year in the year 1993 after liberalization and

launched at Agra with the slogan “old wave have come to India Again”. Coca

cola joined ands with Parle and Re-entered India after 17 years by striking a $40

million (RS.140 core) deal with Parle.

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 Revenue
According to the 2005 Annual Report, the company sells beverage products in
more than 312 countries or territories. The report further states that of the more
than 50 billion beverage servings of all types consumed worldwide every day,
beverages bearing the trademarks owned by or licensed to Coca-Cola account
for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-
Cola" or "Coke" accounted for approximately 78% of the Company's total
gallon sales.

Also according to the 2007 Annual Report, Coca-Cola had gallon sales
distributed as follows:

• 37% in the United States

• 43% in Mexico, Brazil, Japan and China
• 20% spread throughout the world

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 Bottlers
In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces
(or produce) syrup concentrate which is then sold to various bottlers throughout
the world who hold a Coca-Cola franchise. Coca

Cola 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 the resulting Coca-Cola product to retail stores, vending
machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is
responsible for the manufacture and sale of fountain syrups directly to
authorized fountain wholesalers and some fountain retailers.

In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated

bottling, canning and distribution operations which produced approximately
58% of volume. Significant investees include:

• 36% of Coca-Cola Enterprises which produces (by population) for 78% of

USA, 98% of Canada and 100% of Great Britain (but not Northern Ireland),
continental France and the Netherlands, Luxembourg, Belgium and Monaco.
• 40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by population)
for 48% of Mexico, 16% of Brazil, 98% of Colombia, 47% of Guatemala,
100% of Costa Rica, Ecuador, Nicaragua, Panama, Peru and Venezuela, and
30% of Argentina.
• 24% of Coca-Cola Hellenic Bottling Company, S.A. which produces (by
population) for 67% of Italy and 100% of Armenia, Austria, Belarus,
Bosnia-Herzegovina, Bulgaria, Croatia, the Czech Republic, Estonia,
Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova, Nigeria, Northern
Ireland, Poland, Rep. of Ireland, Romania, Russia, Serbia and Montenegro,
Slovakia, Slovenia, Switzerland and Ukraine.

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• 34% of Coca-Cola Amatil Limited which produces (by population) for 98%
of Indonesia and 100% of Australia, Indonesia, New Zealand, South Korea,
Fiji and Papua New Guinea.
• 20% of Coca-Cola Icecek As, which produces (by population) for 100% of
Turkey, Kazakhstan, Azerbaijan, Kyrgyzstan, Jordan, Syria, Iraq &
Turkmenistan.
• 27% of Coca-Cola Bottling Co. which is the second largest Coca-Cola
bottler in the United States. The company was incorporated in 1980, and "its
predecessors have been in the soft drink manufacturing and distribution
business since 1902."

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 Products and brands
The Coca-Cola Company offers nearly 400 brands in over 200 countries,
besides its namesake Coca-Cola beverage. This includes other varieties of Coca-
Cola such as:

• Diet Coke (introduced in 1982), which uses aspartame, a synthetic

phenylalanine-based sweetener in place of sugar
• Diet Coke Caffeine-Free
• Cherry Coke (1985)
• Diet Cherry Coke (1986)
• Coke with Lemon (2001)

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 • Diet Coke with Lemon (2001)
• Vanilla Coke (2002)
• Diet Vanilla Coke (2002)
• Coca-Cola C2 (2004)
• Coke with Lime (2004)
• Aquarius Mineral Water (2004)
• Diet Coke with Lime (2004)
• Diet Coke Sweetened with Splenda (2005)
• Coca-Cola Zero (2005)
• Coca-Cola Black Cherry Vanilla (2006)
• Diet Coca-Cola Black Cherry Vanilla (2006)
• Coca-Cola BlāK (2006)
• Diet Coke Plus (2007)
• Coca-Cola Orange (2007)

Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin
as a sugar substitute. Introduced in 1963, the product is still sold today, however
its sales have dwindled since the introduction of Diet Coke.

The Coca-Cola Company also produces a number of other soft drinks including
Fanta (introduced circa 1942 or 1943) and Sprite. Fanta's origins date back to
World War II when Max Keith, who managed Coca-Cola's operations in

Germany during the war, ran out of the ingredients for Coke, which could be
supplied only from the United States. Keith resorted to producing a different
soft drink, Fanta, which proved to be a hit, and when Coke took over again after
the war, it adopted the Fanta brand as well. The German Fanta Klare Zitrone
("Clear Lemon Fanta") variety became Sprite, another of the company's
bestsellers and its response to 7 Up.

During the 1990s, the company responded to the growing consumer interest in
healthy beverages by introducing several new non-carbonated beverage brands.
These included Minute Maid Juices to Go, Powerade sports beverage, flavored
tea Nestea (in a joint venture with Nestle), Fruitopia fruit drink and Dasani
water, among others. In 2001, Minute Maid division launched the Simply
Orange brand of juices including orange juice.

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In 2004, perhaps in response to the burgeoning popularity of low-carbohydrate
diets such as the Atkins Diet, Coca-Cola announced its intention to develop and
sell a low-carbohydrate alternative to Coke Classic, dubbed C2 Cola. C2
contains a mix of high fructose corn syrup, aspartame, sucralose, and
Acesulfame potassium. C2 is designed to more closely emulate the taste of
Coca-Cola Classic. Even with less than half of the food energy and
carbohydrates of standard soft drinks, C2 is not a replacement for zero-calorie
soft drinks such as Diet Coke. C2 went on sale in the U.S. on June 11,

COKE:

Cole is considered to be a cola drink. It is generally preferred by all

sections of the consumer. This is a cash cow brand for the company. And it

generates huge amount of revenue to the company.

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THUMS UP:

Thums up is also considered to be a cola drink. It is strong in

comparison to coke. It is preferred by all sections of the consumers but specially

teenagers. It is a big source of cash and publicity to the company.

FANTA:

Fanta is an orange drink. It comes under the category of fruit

drinks. It is specially preferred by women and children.

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MAAZA:

Maaza also comes under the category of fruit dinks. It is in the

flavour of mango with real mango taste. There is no gas in maaza. It is only

juice. It is also preferred buy women and children.

LIMCA:

Limca is considered to be lemony in taste, and comes under the

category of cloudy lemon because of its color which is similar to that of clouds.

It has to yield good sales revenue. It is generally preferred by children and

women.

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KINLEY SODA:

This is a soda drink. It has no colour and no flavour. It is

generally used with alcohol. It is very strong drink. It is used by adults and

mostly men.

KINLEY WATER:

It is clean and fresh mineral water. It comes under the

category of mineral water. It is used by all sections of the consumer.

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SPRITE:

Sprite is to be considered lemony in taste. It comes under the

category of clear lemon drink but its taste is some different from that of limca. It

is also liked by all section of consumer.

Minute Maid Pulpy Orange:

It is the new launched product of coca cola. It comes under the fruit

drinks. It provides the taste of traditional Indian .It is delicious health drink. It is

also liked by all section of the consumer. It also saves from the sun stroke.

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•

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29
 ABOUT THE ORGANISATION

The organization named as “Agra Sales & Marketing Services Pvt.Ltd.” Is a

part of ladhani group of companies, which accounts to be worth of more than

250 crore Rupees. It has got five other sister concerns namely-

1. Amrit Bottles Pvt.Ltd. Faizabad.

2. Brindavan Bottles Bereilly.

3. Brindavan Bottle Barabanki.

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 4. Avadh Crown Industry, Barabanki.

5. Laxmi Cold Alloys, Faizabad.

The chairman of ladhani group of companies is Mr. S.N. Ladhani. And it has

four more directors-

Mr. Mohan Ladhani

Mr. Laxman Das Ladhani

Mr. G.C. Ladhani

Agra franchise is reputed to be the first franchise of Coca Cola Company. It was

established in 1993, when Mr. Donald Short, Chairman of coca cola came to

India and offered the franchise to the Ladhani groups but at this time chairman

of coca cola was Mr. Alex Bher ,since from the beginning the company has

been growing in hilly was a turnover of Rs.25 crores in 1998.

The bottling plant of 35000 square feet. It has a storage capacity of 150,000

case. The company has modernized it’s plant having the latest technology of

coke. Its machinery includes a high tech Para mix which is made exclusively for

coca cola incorporates. The production capacity of company is 600 bottle per

minute. In addition to this company has a fleet of 75 owned and 125 hired

vehicles to facilitate distribution.

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The company has a sales and marketing division is Agra which is responsible

for all the sales and marketing of the products of the company. It is named as

Agra sales and marketing services Pvt. Ltd.

Hierarchical structure of Agra

Sales & Marketing

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 General Manager

Regional Sales Area Sales Area Sales Market Execution

Area vol. controller

Assistant Market

SENIOR EXECUTIVE Execution

Junior Executive Sales Promotion

Salesman

GLOSSARY OF SOFT DRINK

COMPANY OWNED BOTTLED OPERATION (COBO)

This is bottler in which the company holds controlling ownership. The bottler’s

financial results are consolidated in to company’s financial statements.

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BEVERAGE BASE

This is the material manufactured by the company defines ingredients sold to

bottlers for use in preparation of syrup through the addition of sweeteners and

water.

UNIT CASE

Physical case and foundation gallon which is converted to a standard unit of

measure, defined as 24 eight ounce serving is called unit case.

CONSUMER

The persons who consume the cold drinks are called consumers.

FOUNTAIN

Beverage system used by retail outlets to dispense products into cups or glasses

for immediate consumption is called fountain.

GALLON SALE

Unit of measurement to measure the syrups sold by the company to its

consumers.

PRE-CAPITA CONSUMPTION

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Average no. of eight ounce servings consumed per person, per year in a specific

market is called per capita consumption. It can be derived by multiplying unit

case volume by 24, and dividing by the population in respective market.

POLYETHYLENE TEREPHEKATE

This is the plastic used to make soft drink bottles.

PHYSICAL CASE

Eight US fluid ounce of beverages.

SOFT DRINK

Soft drinks are distinguished from had drinks or alcohol beverages, such as

distilled spirits, beer or wine. Soft drinks don’t contain alcohol. Consumers can

choose from a wide variety of beverages including regular carbonated soft

drink, diet and caffeine free soft drinks, bottled water, juices drinks, sport drinks

and ready to drink.

SYRUP

Concentrate mixed with sweetener and water, sold to bottlers who add

carbonated water to produce finished soft drinks.

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 HIGHLIGHTS OF COCA COLA:
Coca Cola is world’s No. 1 soft drink brand.

4 of top 5 brands are owned by the Coca Cola Company.

Coca sells more than 1 billion drinks a day.

Coca Cola employs more than 55000 people all over the world.

Coca Cola system uses:

• 24% of world’s Aluminum cans.

36
 • 17% of world’s Pet resin.
• 31% of world’s HFCS.
• 5% of world’s sugar.
• 30% of world’s Aspartame.

TCCC Vision

TCCC’s vision is to achieve the sustainable growth by-

• Profit Maximizing the return to the shareowners

• People Develop the Healthy relation between people & inspire to do

best that they can

• Portfolio Bring portfolio of brand to world to satisfy people’s desire

& needs.

• Partners Nurturing a wining network of partners & building mutual

loyalty.

• Planet Bring a responsible global citizen that makes a difference.

TCCC Mission

To refresh the world………In mind, body and spirit. To inspire moments of

optimism……. Through portfolio brands and actions. To create value and make

a difference …..everywhere we engage.

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Coca cola has developed a Manifesto For Growth (MFG) to fufill its mission,

vision and values.

Quality Assurance

Central Science laboratories (CSL), the world’s leading UK Government

laboratory in London has tested the Coca-Cola you drink in India against the

most stringent pesticide norms.

TOTAL PRODUCT MANAGEMENT

Total product Management deals with managing of the finished goods i.e. how

to utilize the product to the best to avoid wastage, money, time & space. Points

to remember are-

a) focus

b) Clearance

c) Dispose

d) Save from sunlight

e) Prompt customer service

f) Kept finished product properly

g) Implement FEFO ( first Execution First Out )

h) Maintain warehouse properly

RED (Right Execution Daily)

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RED is Right Execution Daily. RED is the method to measure the parameters of

the activities of retailers & salesman. It is used to maintain the standards for

Visi-cooler, Brand pack availability, Activation element in snoops. It measures

the outlets on the basis Picture of Success. RED is only applied on the selected

outlets. Outlets should fulfill certain norms to count as a RED outlet like Pure

Visi, contain activation element, all brands available, counter display, etc.

RTM (Root To Market)

RTM is Root to Market. RTM is implemented in 2007-08. RTM is the way of

dividing the areas for supply so that every retailer should got the proper supply.

By this technique every retailer either small or big is covered under the Coca-

cola distribution network. RTM provided the supply either by a tempo or a truck

according to the locality & outlet consumption without leaving any retailer.

MERCHANDISING

Merchandising is the systematic process of effectively displaying consumer

products at this point of purchase. Point of Purchase is place of easily visibility

to consumers. It will help increase Sales, Market share, Profits.

BRAND ORDER

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It is the method of placing the different brand in outlet for display. Brands are

placed in COLOJK order, COLOJK stands for-

CO- Cola( Lead cola 2nd cola, Diet coke)

L-Limca (lead lemon, 2nd Lemon)

O- Orange

J- Juice

K-kinley water & soda

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 TERMINOLOGY

The various terms which are uses in Coca Cola terminology which are as
follows:-

 BBD : Best Before Date

 CSD : Carbonated Soft Drink

 COBO : Company Operated Bottling Operations

 DOP : Dispatch Out Date

 E&D : Eating and Drinking

 FOBO : Franchisee Operated Bottling Operations

 FEFO : First Expired First Out

 HRS : Human Right Statement

 HWAC : Health and Wellness Advisory Council

 IDOD : In plant Dispatch Out Date

 MFG : Manifesto for Growth

 RED : Right Execution Daily

 RTM : Root to Market

 SKUs : Stock Keeping Units

 TCCC : The Coca Cola Companies

 TPM : Total Product Management

41
 TECHNOLOGY

Coca Cola uses best available technology for the following process

 Syrup Preparation

 Cleaning of empty bottles

 Filling of bottles

 Capping

 Labeling

 Quality Checks

 Packaging or Casing

 Distribution

42
These all process are integrated with each other with help the of automatic

machines which are automatically maintain by computer tools or software like

CAM (Computer Aided Machine). Cleaning of bottles are maintain by various

critical steps like PSF Filtration, ACF Filtration, 5 Micron Treatment, Chemical

dosing, Chlorination and RO Water Treatment. Latest technology capping

machine are use to maintain the air pressure in a bottle. Well maintain labs in

each bottling plant to check the quality standards by taking regular sample from

each batch which on process. Before filling, strength of bottle is check with the

help of pressure and Carbon Dioxide. Best possible transport are use to maintain

the RTM.

43
44
 BUSINESS OBJECTIVES

 Maintain Coca Cola as a globally trusted brand in Sparkling

Drinks Products or FMCG Product.

 Maintain same quality standards of their products across the

globe.

 Enhance the distribution network in countries like India with

the help of new strategy Root to Market (RTM) to serve our

products to maximum consumer to enjoy the every sip.

45
“To refresh the world …. In mind, body and spirit. To inspire moments of

optimism … through our brands and our actions. To create value and make a

difference … everywhere we engage.”

MISSION VISION & VALUES: Coca Cola define their Mission Vision &

Values with the help of 5P’s structure. These are:

 Profit: Maximizing return to shareowners 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.

 Planet: Being a responsible global citizen that makes a

difference.

 Partners: Nurturing a winning network of partners and

building mutual loyalty.

Portfolio: Bringing to the world a portfolio of beverage brands that anticipate

and satisfy people desires and needs

46
 CUSTOMERS OF COCA-COLA

As we all know that Coca Cola sell more than 1 billion drinks per day globally

which shows its huge customer base throughout the globe. In India, Coca Cola

have big market share where it caters customer base of over 1 billion. Apart of

end-consumer, Coca Cola Company divides its customer on the basis of

different criteria which are as follows:

 Distributors & Sub-Distributors

47
  Channels

 Volume

 Income

Distributors & Sub-Distributors:

These are responsible for the distribution of drinks from bottling plant to

different channel or outlets through itself or sub-distributor.

Channels:

Company divides the channels in three segments according to the need of end-

user which are as follows:

 Grocery outlets.

 Convenience outlets.

 E & D (Eating and Drinking) outlets.

Volume:

These outlets categories according to VPO (Volume per outlet) of these outlets

which are as

48
  Diamond (VPO greater than 800 case annually)

 Gold (VPO between 500 to 799 case annually)

 Silver (VPO between 200 to 499 case annually)

 Bronze (VPO less than 200 case annually)

Income:

Consumer market clustered according to the income level of the locality which

are as:

 Higher Income Locality

 Medium Income Locality

 Lowest Income Locality

COMPETITORS OF COCA-COLA

The core competitor of Coca Cola Company throughout the globe is PepsiCo.

49
PepsiCo is often second to Coke in terms of sales, but outsells Coca-Cola in

some localities. Around the world, some local brands do compete with Coke. In

South and Central America, Kola Real, known as Big Cola in Mexico, is a fast

growing competitor to Coca-Cola.

On the French island of Corsica, Corsica Cola, made by brewers of the local

Pietra beer, is a growing competitor to Coca-Cola. In Sweden, Julmust outsells

Coca-Cola during the Christmas season. In Scotland, the locally-produced Irn-

Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet

Coke began to outpace its sales. In India, Coca-Cola ranked third behind its own

product Thumps Up which market leader is followed by Pepsi-Cola.

However, The Coca-Cola Company purchased Thums Up in 1993. As of 2004,

Coca-Cola held a 60.9% market-share in India. Mecca Cola and Qibla Cola, in

the Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a major

competitor to Coca-Cola.

50
In Iran and also many countries of Middle East, Zam Zam Cola and Pepsi Cola

are major competitors to Coca-Cola. In some parts of China, Future cola can be

bought. In Slovenia, the locally-produced Cockta is a major competitor to Coca-

Cola, as is the inexpensive Mercator Cola, which is sold only in the country's

biggest supermarket chain, Mercator. In the UK Coca-Cola stated that Pepsi

was not its main rival, but rather Robinson’s drinks.

51
 PepsiCo Profile:

Pepsi Cola is a carbonated beverage that is produced and manufactured by

PepsiCo. It is sold in stores, restaurants and from vending machines. The drink

was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North

Carolina. The brand was trademarked on June 16, 1903. There have been many

Pepsi variants produced over the years, including Diet Pepsi, Crystal Pepsi,

Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi

Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi

Next (available in Japan and South Korea), Raw, Pepsi Retro in Mexico

and Pepsi Ice Cucumber in Japan.

52
 MARKET RESEARCH
Research is a process of gathering, recording and analysis of critical relevant

fact about any problem in any branch of human activity

53
Market research is only one branch of marketing information system. The term

market refers to actual and potential costumers and hence market research is a

systematic way, investigation or study of the who, what, when, where and why

about the actual and potential buyers. It deals with research on consumers,

retailers and dealers of a firm in the market. It is primarily concerned with the

investigation analysis and measurement of market demand.

The following items of study and analysis are included in market research.

1. Size of the market.

2. Geographical location of the costumers.

3. Demographic description of the costumers.

4. Market segmentation on the basis of gender, age and education.

5. Analysis of market demand.

6. Costumer requirement and demand.

7. Degree of competition and market trend.

USAGE OF MARKET RESEARCH

TO FIND OUT THE POTENTIAL MARKET:

54
It can be used for estimating the potential for sales. It covers reactions of

different classes of consumers in markets their importance for product of

enterprise.

TO MAKE SELLING POLICIES:

It covers the study of locating and studying costumers, channels of distributions

and their relative costs. Here we also study the strategy of the competitions so

we can make some new strategies to compete in the market.

REGARDING PRODUCTS:

It covers reactions to the products new and existing, technical and commercial

development of the product to meet the specific requirement of consumers,

quality to be produced, design, size, colour, packaging, product preference etc.

ADVERTISING:

Advertising and wide publicity are powerful instruments for increasing sales. It

helps in selecting the proper and most appropriate media of promotion.

STEPS IN MARKET RESEARCH

1) PROBLEM DEFINITION:

Under problem definition there comes

55
 a) Setting of objectives

b) Setting of hypothesis

2) RESEARCH DESIGN:

Research design includes

a) Defining the population or universe.

b) Assessing the relevant existing or secondary data.

c) Deciding the method of collecting primary data (that is survey, observation and

experimentation.)

d) Defining the sampling unit

e) Deciding the sample size.

f) Deciding the sampling method (probability or non probability sampling

method.)

g) Deciding how the data could be analyzed.

h) Deciding in what style the repot would be presented (scheme of chapterisation )

3) DATA COLLECTION OR FIELD WORK:

It includes collection of data using different instruments and adjusting the

problem of not at home, refused to co-operate, bias of interviewer and bias of

respondent etc.

56
4) DATA ANALYSIS AND INTERPRETATION:

This is the most important part of research. We should take special care, while

analyzing the collected data. Data analysis and interpretation includes the

following steps.

A. Edit the collected data

B. Code the collected data

C. Tabulate the data

D. Analysis the data using statistical tools

E. Interpret the data and draw conclusion

F. Suggest and recommend the improvements in the existing system

5) REPORT PRESENTAION:

This is final step in the research process. This step

includes the following steps.

A. Arrange the research results in accordance with an approved

reporting format.

B. Get the report typed and bound

C. Present the copies of the report to the concerned authority.

AREAS OF MARKETING RESEARCH

57
1) MARKET RESEARCH:

 Special feature of the market channel distribution

 Channel distribution

 Location of the market

 Influences: seasonal and other trends

2) CONSUMER RESEARCH:

 Method of approaching prospects

 The habits, liking, disliking and prejudices of the costumers

 Location of consumers and prospects

 Approach and collection of other preliminary relevant information

 Types of consumers

3) PRODUCT APPROACH:

 Special features and other characteristics of the products

 Analysis of a new product

 Testing of a new product

 Trademarks and brands

 Uses and other benefits of the product

 Analysis of competitive product

58
 Packing and packaging consideration

4) MEDIA RESEARCH:

 Different media available for advertising

 Quality of the prospects selective approach

 Depth of the impacts

 Media research circulation

 Role of expert agencies

METHODS OF DATA COLLECTION

The task of data collection begins after a research problem has been defined and

research design chalked out. While deciding about the method of data collection

to be used for the study, the researcher should keep in the mind two types of

59
data viz., primary and secondary. The primary data are those which are

collected afresh and for the first time, and thus happen to be original in

character. The secondary data on the other hand, are those which have already

been collected by someone else and which have already passed through the

statistical process. The method of collecting primary and secondary data differ

since primary data are to be originally collected, while in the case of secondary

data the nature collection work is merely that of competition.

There are four methods which are used to collect the data.

 Questionnaire method

 Observation method

 Schedule method

 Interview method

All these methods of data collection have some merits and demerits. The

adaptation of the method of data collection depends on the nature of the

research work to be conducted. I used the questionnaire method to collect the

data. For that I prepared a printed questionnaire which was filled by the

interviewer.

COLLECTION OF DATE THROUGH QUESTIONNAIRES

This method of data collection is quite poplar, particularly in case of big

enquiries. It is being adopted by private individuals, research workers, private

and public organizations and even by governments. In this method a

60
questionnaire is sent to the person concerned with the request to answer the

questions. A questionnaire consists of a number of questions printed or typed in

a definite order on from or set of forms.The method of collection data by the

questionnaire is most extensively employed in various economic and business

surveys. The merits claimed on behalf of this method are as follows.

• There is low cost even when the universe is large and is widely spread

geographically.

• It is free from the bias of the interviewer; answers are respondents’ own

words.

• Respondents, who are not easily approachable, can also be reached

conveniently.

Large samples can be made use of and thus results can be made more
dependable and reliable.

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from the given

population. It refers to the technique or the procedure the researcher would

adopt in selecting items for the sample. Sample design may as well lay down

the number of items to be included in the sample i.e., the size of the sample.

Sample design is determined before data are collected. There are many sample

61
designs from which a researcher can choose. Some designs are relatively more

precise and easier to apply than others. Researcher must select a sample design

which should be reliable and appropriate for his research study.

This research design is simply the framework for a study that guides the

collection and analysis of data by the survey of 100 consumers and 50 retails in

the different areas of Agra. The sampling method used is judgment sampling

method.

The sampling design is discussed below;

TYPE OF UNIVERSE:

The first step in developing any sample design is to clearly define the set of

objects, technically called the universe, to be studied. The universe can be finite

or infinite. In finite universe the number of items is certain, but in the case of an

infinite universe the number of items is infinite.

For this research study the universe is infinite. And this is all the consumers and

retailers of oft drink in Agra.

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SAMPLING UNIT:

A decision has to be taken concerning the sampling unit before selecting

sample. Sampling unit may be a geographical one such as state, district, and

village etc. or a construction unit such as house, flat etc, or it may be a social

unit such a family, club, school, etc, or it may be an individual. The research

will also have to decide one or more of such units that he has to select for the

study.

For this research study the sampling unit is the retailers of Agra city selling soft

drinks and consumer who is an individual of Agra city consuming at least one

brand of soft drink.

SIZE OF SAMPLE:

This refers to the number of items to be selected from the universe to constitute

a sample. This is major problem before a researcher. The size of sample should

neither be excessively large, nor too small. It should be optimum. An optimum

sample is one which fulfills the requirements of efficiency, represantativeness,

63
reliability and flexibility. While deciding the size of sample, researcher must

determine the desired precision as also an acceptable confidence level for the

estimate. The size of population variance needs to be considered as in case of

larger variances a bigger sample is needed. The size old population must be kept

in view for this also limits the sample size. The parameters of interest in a

research study must be kept in view, while deciding that size of the sample.

Thus the size of the sample should be selected with care.

For this research study the size of sample is 100 consumers and 50 retailers of

soft drink from the different areas of Agra.

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 PROMOTION STRATEGIES

A promotion strategy is an important element of marketing strategy. Suppose a

marketing manager has developed his product as a part of his marketing plan.

He has priced his products and decided on the distribution channel. Now he has

65
to formulate a strategy for promoting his product so that they are sold at high

profit. For this the marketing manager has to promote the sales.

The elements of promotion strategies are advertising, personal selling, sales

promotion and publicity.

ADVERTISING:

Advertising refers to those non personal activities, oral or visual, which are

aimed at informing and inducing the selected public to by the advertised

products. Direct mailing, which is also a form of advertising, is aimed at

specific individual, whereas advertising as addressed to a group of potential

costumers, for example for advertising of coca cola, glow signboards and

banners are distributed to the shop keeper and distributors.

66
PERSONAL SELLING:

Personal selling in contrast to advertising is addressed to individual costumers.

It is personalized method of getting across the sales message to individual

costumers and inducing them to buy the products.

SALES PROMOTION:

It includes all those demand simulation activities, which are not covered under

advertising and selling. It includes all those marketing activities such as

displays, shows and exhibitions, demonstrations etc.

PUBLICITY:

Publicity, like advertising, is an important method of sales promotion. It is the

publication of any new item in a news paper or magazine about a company and

its products on radio, television and stage.

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 Criticism
The Coca-Cola Company has been involved in a number of controversies and
law suits related to its perceived relationship with human rights violations
and other perceived unethical practices.

A number of law suits have issued in relation to its allegedly monopolistic and
discriminatory practices, some of which have been dismissed, some of which
have caused The Coca-Cola Company to change its business practices, and
some of which have been settled out of court. It has also been involved in a
discrimination case. There have been

continuing criticisms regarding the Coca-Cola Company's relation to the Middle

East and U.S. foreign policy.

In regards to environmental issues in India, there has been a controversy over

pesticides possibly showing up in the product, as well as the company's overuse
of local water supplies in some locations, that have sometimes led to severe
shortages for regional farmers. Packaging used in Coca-Cola's products have a
significant environmental impact but the company strongly opposes attempts to
introduce mechanisms such as container deposit legislation.

There are charges that the Coca-Cola Company was involved in the violent
repression of a union at several of its bottling plants in Colombia, South
America. As of August 2005 when PBS's Frontline ran a story on the
controversy, Coca-Cola was strenuously denying all allegations of union-
busting and murder of union leaders. Shareholders and U.S. colleges have
boycotted Coca-Cola to try to put pressure on the company to approve a full-
scale, independent investigation of the charges.

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 Sponsorship
Coca-Cola has sponsored the English Football League
since the beginning of the 2004-05 season (beginning
August 2004). Other major sponsorships include
NASCAR, the NBA, the PGA Tour, NCAA
Championships, the 2008 Beijing Olympics and the
FIFA World Cup.

69
70
 Mission

Everything we do is inspired by our enduring Mission:

• To Refresh the World...in body, mind, and spirit.

• To Inspire Moments of Optimism...through our brands and our actions.

• To Create Value and Make a Difference...everywhere we engage.

Vision

To a achieve sustainable growth, we have established a Vision with clear goals:

People: Being a great place to work where people are inspired to be the best they can be.
Planet: Being a responsible global citizen that makes a difference.
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy
p peoples' desires and needs.

Partners: Nurturing a winning network of partners and building mutual loyalty.

Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

COCA-COLA IN INDIA
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The coca-cola company entered India in the early 1950’s. It set up four bottling
plants at Bombay, Calcutta, Kanpur and Delhi.

In 1950’s as there were negligible companies in Indian market therefore coca-

cola did not face much competition and they were accepted in Indian market
more easily. By the end of 1977 coca-cola had had captured more than 45% of
market share in India. Then coca-cola left following public disputes over share
holding structure and import permit .As per FERA regulation the company’s
operation came to an end in July, 1977.

In October 1993 coca-cola returned to India after a 16 year of absence with the
slogan “Old waves have come to India again”. First launched in Hathras near
Agra home of the famous Taj Mahal .

At this time Parley was the leader in the soft drink market and had more than
60% of the total share in soft drink. Coca-Cola joined hand with Parley and
strategic alliance with Parley exports gave the company instant ownership of the
nations top soft drink brands. Thumps Up, Limca, Citra Gold Spot and Maaza
access to Parley’s extensive 62 plant bottling network and a base for the rapid
introduction of the company’s international brand. By striking a $40 deal with
Parley. Coke almost made it goal as “To become an all time, all occasion drink
not a special treat beverage.”

Coca-cola India (CCI) focused on the four passions of Indian consumers

identified by the company namely cricket, movies, music and food apart from
eat, sleep and drink series. Four new companies were made, one revolving
around cricket two were theme campgain involving teenage aspiration and the
forth aimed to propel volume of the 1 litre size. The market strategy of CCI
revolves around acceptability, availability and affordability.

At the leading age of beverage for over a century, the CCI system in India also
introduced a series of innovations in the area of marketing.

COMPANY PROFILE
72
Coca-Cola, the corporate nourishing the global community with the worlds
largest selling soft drink concentrates since 1886,returned to India in 1993 after
a gap of 16 years giving a new thumbs up to the Indian Soft Drink market. In
the same year, the Company took over ownership of the nation’s top soft drink
brands and bottling network. No wonder, our brands have assumed an iconic
status in the minds of the consumers.

Ever Since ,Coca-cola India has made significant investments to build and
continually consolidate its business in the country, including new production
facilities, waste water treatment plants , distribution systems and marketing
channels. Coca-Cola India is among the countries top international investors,
having invested more than US$ 1 billion in India within a decade of its presence
and further pledged another US$ 100 million in 2003 for its operations.

PRODUCT PORTFOLIO
73
Coca-cola serves in India some of the most recalled brands across the world,
which include name as such as Coca-Cola, Diet Coke, Sprite, Fanta along with
the Schweppes product range. The acquisition of Thumps Up brought some of
the leading national soft drinks like Thumps Up under its umbrella.
Following are the 11 products which played important role in Indian sparkling
drink market are as follows:

Coca Cola
Diet Coke
Thumps Up
Limca
Fanta
Maaza
Sprite
Minute Maid Pulpy Orange
Georgia Coffee
Kinley Mineral Water
Kinley Club Soda

BBD (BEST BEFORE DATE):

74
 Basically this date is used for beverage for finding out the best usable
duration. Mean, after manufacturing the beverage, what time is suitable for
drinking. Basically it may be of two or three months around.
CSD (CARBONATED SOFT DRINK):
The drinking of either natural or artificial mineral water was considered a
healthy practice. The American pharmacists selling mineral waters began to
add medicinal and flavorful herbs to unflavored mineral water. They used
brich bark, dandelion, sarsaparilla and fruit extracts. Some historians
consider that the first flavored carbonated soft drink was that made in 1807
by Dr.Philip Syng Physick of Philadelphia.
COBO:
Basically COBO is used in terms of distribution channel network. In
COBO, Coca-Cola products are supplied from manufacturers to dealers and
also retailers under the company activities.
FOBO:
In this term, when Coca-cola products are supplied from dealers to retailers
called FOBO. Means transportation activities occurred through franchisees.
TPM:
Total product Management deals with managing of the finished goods i.e.
how to utilize the product to the best to avoid wastage, money, time &
space .Points to remember are-
a) Focus
b) Clearance
c) Dispose
d) Save from sunlight
e) Prompt customer service
f) Kept finished product properly
g) Implement FEFO (First Execution First Out)
h) Maintain warehouse properly

Some Abbrevations used in the TPM are:-

75
 a) DOD-Dispatch Out Date
b) IDOD-Inplant Dispatch Out Date
c) FEFO-First Execution First Out
d) BBD-Best Before date

RED-
RED is the Right Execution Daily. RED is the method to measure the
parameters of the activities of retailers & salesman. It is used to maintain the
standards for Visy-cooler, Brand pack availability, Activation element in shops.
It measures the outlets on the basis Picture of success. RED is only applied on
the selected outlets. Outlets should fulfill certain norms to count as a RED outlet
like Pure Visy, contain activation element, all brands available, counter display
etc.
RTM –
RTM is (Root To Market). RTM is implemented in 2007-08. RTM is the way of
dividing the areas for supply so that every retailer should got the proper supply.
By this technique every retailer either small or big is covered under the Coco-
Cola distribution network. RTM provided the supply either by a tempo or truck
according to the locality &outlet consumption without leaving any retailer.

Merchandising –

Merchandising is the systematic process of effectively display consumer

products at the point of purchase. Point of Purchase is place of easily
visibility to consumers. It will help increase Sales, Market share,
Profits.

Brand Order –

It is the method of placing the different brand in outlet for display.

Brands are placed in COLOJK order. COLOJK stands for-

76
 CO-Cola Flavor (Lead Thumps Up, Coca-cola, Diet coke)
L- Limca (Lead Lemon, Sprite)
O- Orange (Flavor (Lead Fantail)
J- Juice (Lead Maaza, Minute Made Pulpy Orange)
K- Kinley water & soda
SKUs :

SKUs are the Stock Keeping Units. It refers to the varieties of the quantities,
the product is packed & available in market .SKUs of Coca-Cola, Thumps-up,
Limca, Fanta, Sprite is 200ml, 300ml, 500+100ml, 1.5ltr 2ltr.There are
Different SKU’s of Maaza, Kinley Water & Soda. Pictorial figure are as
follows.

77
 Environment
“When we heal the earth, we heal ourselves”
The company has one single environmental system, eco system, implemented at
all its operations in 202 countries across the world. The eco system is a tool that
integrates environment management with business planning cycle.
The eco system primarily comprises of two main factors namely
 Environment.

 E -safety and Loss Prevention (SLP).

Both the facets are aligned with international management system standards,
ISO 14001 for Environment Management and OSHAS 18001 for Safety
Management. As on June 2005, 33 manufacturing units are certified to ISO
14001 & 8 units are certified to OHSAS 18001 standards.
Company owned bottling operation at Jaipur received prestigious Golden
Peacock Award on Environment Management for 2005.The same award was
also received by the company operations at Dasna, Ameenpur and Baddi for
2004,2003and 2002 respectively.
The award are conferred by Institue of Directors in association with World
Environmental Foundation (WEF) in recognition of effective
implementation of Environment and Quality Management System (EMS) by
these units.
Some of the prime environment considerations followed in business
decisions are:
 Environment due diligence before acquiring land.

 Environment impacts assessment before commencing operations.

 Ground water and environment surveys before selecting sites.

 Diligent compliance with all regulatory environment requirements.

 Ban on purchase of refrigeration equipment containing CFCs (known

to be Ozone depleting).

 Installation of Effluent treatment plant at each manufacturing locations.

78
 Separate collection and treatment domestic and industrial effluent as
per Company OR Local standard

 Separate discharge of industrial, domestic and storm water to prevent

storm water pollution.

The Coca-Cola eco system is governed by 5 major policies. Each of

these policies are supported by specific requirements and practices
that govern our daily operation.
• A Commitment To lead.

• Compliance And Beyond.

• Accountability

• Minimizing Impact Maximizing Opportunity.

• Citizenship.

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Marketing mix adopted by company
Marketing mix: Marketing mix is define as, “The appointment of effort the
combination, the designing and integration of the element of the marketing into
a program of mix will best achieve the objectives of an enterprise at a given
time”.
Marketing mix in the set of marketing mix tools that the firm uses to pursue its
marketing objective in the target market. The marketing problems are analyzed
by utilizing the important force emanating from the marketing operations of
enterprises.
By adopting procedure and policies for an efficient marketing program.
Element of mktg.mix: Mc Carthy popularized a four – factor classification
of these tools called the four’s Ps.
These Ps are Products, Price, Place and Promotion.
Product mix: Product mix refers to the activities relating to the product
service or ideas to be offered product mix involve planning, developing and
producing the right type of product and service to be marketed by the firm
produce strategy include decision, about quality, size design, package design,
branding trade marks, warranties guaranties product life cycle new development
etc.
Basically CCI use these product mix for sale promotion:-
• At manufacturing stage –Water, Co2, Syrup.

• At size—200 ml, 300 ml, 500+100 ml, 1.2 ltr.

80
 • At packaging stages—Plastic Bottles, Cartoon, RGB (Returnable Glass
Bottle).

• At Branding & Trade Mark Stage – Plastic Bottle, Cartoon.

Strategy Adopted
Planning is the foremost step in achieving the target. Similarly other
management functions are necessary, like organizing, directing, coordination,
implementation, decision making.
Strategy is considered as a technique of doing the task systematically.
Targets are based on the areas given by the company guide.

Till now I had covered a part of Khandari, Bodla , Taj Nagri , Sewla, Hathras,
Eta and Gwalior.

For this, we need not to make any worry but all planning for the completion of
target is done by Company guide. Selection of the areas is made through EDS
(Execution Daily Survey) report; include name & address of the outlets.
According to the AC Nelson, these outlets need a person that might convert into
Coco Cola as a horizontal expansion. Being as a stranger about the places of
Agra, EDS report plays a vital role in achieving the target as it provides the new
places that requires a horizontal expansion.

Our company guide has suggested for the tally calling to retailers, but according
to me it is not much successful because Coca-Cola is the FMCG product that
requires a face to face interaction .It is along term relationship between the
retailer & company.

81
 Later I became the Team leader of 10 trainees .Training module of these
trainees is based on RTM (Root To Market). I have to explain to make the web in
order to grab the customer into a web of words in convincing to sell our product.
Reporting of these training is made either morning & evening or only in the
evening as per the situation. Quest market response is discussed during reporting.

During MIT, in whole Agra Region, I had selected Gwalior with team trainees.
We all are known to the place but Agra sales Manager supported a lot.

Now strategy to work is changed while implementing new program in outlets

called Suggestive Selling .In this Program, our trainees is going trained the
manager & waiter of Hotels, Restaurants & Dhabas suggesting the Coca-Cola &
its brand while offering them with eatable alone. This is to be done by the
trainees.

Price & service mix:

The service mix refers to the various to be provided to the consumer before and
sales period different classes of customers. The company should concentrate on
both these type of services in order to capture market and provide satisfaction to
the consumers.
Rates list of coca-cola products
Prod Tetr 200 300 330 400 500 1 1.2 2
uct a ml ml ml ml + ltr. ltr. ltr.
Nam Pac 100
e k ml
-- 170 216 552 -- 450 -- -- 423
-- 170 216 552 -- 450 -- -- 423
-- 170 216 552 -- 450 -- -- 423
-- 170 216 552 -- 450 -- -- 423
-- 170 216 552 -- -- -- -- 423
270 -- 216 -- -- 570 -- 504 --
-- -- -- -- 540 -- 648 -- --
-- -- 126 -- -- 264 -- -- --
-- -- -- -- -- -- 105 -- --

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 Research methodology
The purpose of research methodology is to describe the research procedure.
This includes over all research design, the sampling procedure, the data
collection method, the fried methods and analysis procedure.
Since research consisted to two different surveys of retailers and consumer to
different methodology were used which are explained below.
Research DESIGN:
Exploratory research and descriptive research design is used to collect the
needed information regarding numbers of crates of coke and other brands, the
preference of retailers for specific company brand and complaints if any.
SAMPLING:
Out of the total universe of retail stores, which stocks cold drinks or can sell
cold drinks only 200 retails out let were taken. The sampling units are retail out
lets with in the city of no growth. First areas were divided into starts and stores
were randomly picked up for survey keeping in mind that every type of stores
small and large should be included in the sample.
Nonrandom is used sampling is used to important objectivity and accuracy to
the problem at hand and this method can give current situation at the market
place also.
FIELD WORK:
It is an important activity without which training cannot be done. It is an
essential and inseparable part of my summer training program.
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The fieldwork is conducted in different areas which are provided. These areas
are:-
Agra-Khandari, Bodla,Sewla,
Gwalior-
Hathras-
Etah
Research & SAMPLING:
Type-Exploratory Research
Method-Observation, Formats
Type-Non random, Sampling
Sampling Size-200 Outlet

Sales promotion techniques

The various methods of sales promotion are being adopted by Coca Cola now
days. They may be grouped of classified under the following heads
• Consumer Sales Promotion Techniques.

• Trade Sales Promotion Techniques.

• Sales Force Promotion Techniques.

Consumer Sales Promotion Techniques

Consumer sales promotion methods are those which are directed at consumers
to induce or persuade them to buy the company’s are given incentives directly
by the company to buy a product. Every possible effort is made to attract the
consumers for being the product by providing for buying the product by
providing various incentives directly to them. Prominent consumer sales
promotion techniques or devices are as follows:
A. Premium: A premium may be defined as an article of merchandise or
other of values which is offered as an inducement purchase a product or
service.

B. Samples: Samples are given free cost to the potential customers at the
time of introducing a new product in the market. Samples are given or

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 distributed with a view to allow the customer to the test the quality of
the product before purchasing the same.

C. Price or Promotion or Temporary Price Reduction: It is an offer to the

consumer of a certain amount of money of the regular price of a
product. In this case the consumer in offered a price reduction over the
printed or list price on purchase made during a fixed period.

D. Money refund offer: This is an offer the consumer that if he is not

satisfied with the quality of the product, the manufacturing will return
the purchase price with in a started period.

E. Competitions contest calls: Competitions Contest calls are arranged

with a view to attract the customers, preferable new customers, to
participate in the contest and win cash prize, trip or tours or goods

F. Education sales: Under this method products are sold at reduced price
by the company, It is also called clearance sale. The method is
pootialorty employed when a large stock of products accumulates with
the seller and then the offer is made to the consumer to purchase. The
same at concessional rates.

Trade Sales Promotion Techniques

Trade sale promotion is an incentive given to middlemen o pay goods in large
quantity from the producer. The methods adopted for making bulk sales are
called trade sales promotion techniques. Trade sales promotion techniques are:
A. Discount: in this case the buying allowance or discount on
purchases is offered to the dealer to induce to purchase company’s
product during a started period of time.

B. Display and Advertising Allowance: In this method, dealers

display company’s product at their premises and for this they are
given display and advertising allowance by the company. The
display and advertising allowance is paid on the company is product
at their premise.

C. Free Advertising Material: In this method dealers are provided

free advertising materials by the company such as Sign Board, Wall
watch, Store Sing Board, Bill Books, Pan, Stand, Rack, etc.

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 Sales Force Promotion Techniques
Sales force promotion techniques are those methods which are intended to
motivate the sales force to increase sales. Sales force promotion activities are to
be planned, supported and coordinated with other sales promotion methods to
make them more effective and useful. The main techniques of sales force
promotion are as follows:
A. Sales Force Contests: Sales force contest aim of fulfilling the needs
of individual for achievement and recognition. The sales force context
are planned, organized and arranged by the company from time to time
so as to motivate the sales force to increase sales.

B. Sales force bonus: in this method a sales quota is fixed to each

salesman to be achieved during a year.

Objective of the study

 To study the market strength of Coca Cola.

 To study the market strategies of Coca Cola.

 To collect the information from the dealer and consumers of Coca-Cola

in order to do the study of Coca Cola for sales promotion activities.

 To achieve adequate volume of sales.

 To project continuous growth of the enterprise.

 To study the factors effecting of Coca Cola.

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  Product Availability.

 To study the SWOT analysis of Coca Cola.

Place mix:
A general manager has to develop a distribution structure for marketing is
product available to his customer at the right place at the right time. Distribution
makes consist of two ways these are-
• Manufacturing to Retailers.

• Manufacturing to Distribution.

Retailers
Manufacturing of

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 Coca Cola Products Distributers I Retailers I
Distributers II Retailers II
Distributers III Retailers III

Distribution Channels
Promotion mix:
Promotion mix refers to the activities relating and motivating consumers to buy
the product. Promotion mix involved decision with respect to advertising,
personal selling, publicity and sales promotion.
For promotion purpose, Coca Cola choose different type instrument for sale
promotion .CCI use these promotion mix-
 Advertising

 Banner and Postures

 Crates Display

 Rack, Shine Board, Counter Display,Visi-Coolers

 Schemes, Special offers.

 MIT(Merchandise Impact on trade)

SIP Objective

SIP objective is same for all companies either of FMCG or financial sector. As
a trainee in Agra sales & marketing (Coco-Cola), world’s largest Beverage
Company has tried to give best of its own.

Beside, basic motive of summer internship are:

Create the awareness in the work used in markets

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Building confidence

Understanding the terminologies used in markets

Capture the corporate opportunity

Develop the network useful in enhancing the aspect

Selling skills at various situation of market

Team work & goal oriented.

Product comparison in India:

S.No. Coca Cola Product Pepsi Co. Product
1 Coke Pepsi
2 Diet Coke Pepsi Diet
3 Thumps Up Pepsi
4 Limca Mirinda Lemon
5 Fanta Mirinda Orange
6 Maaza Slice
7 Sprite 7up
8 Sprite Mountain Dew
9 Minute Maid Pulpy Orange Tropicana

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10 Kinley Mineral water Aquafina Mineral Water
11 Kinley Club Soda --
12 Georgia Coffee --
13 -- Lays Product
14 -- Lehar Product

D. Public: A public is an group that has an actual or potential interest in or

impact on the organization ability to achieve its interest. Media public, local
public are some example.
Most of the people are interested in Coca Cola Product. People influence the
sale of the Coca Cola Products through his new and past experience and
perception.
E. Market Intermediaries: CCI have to appoint number of market
intermediaries of sales promotion.
These includes middlemen such as agents and merchants who helps the
company to find customer or close Sales with them, physical distribution firms
which assists the company in stocking and moving goods from their origin to
their destination such as warehouses and transportation firms, marketing
services agencies and financial intermediaries which finance marketing

activities and insure business risk. Marketing intermediaries are vital links
between the company and final consumers.

Sales force structure

GM Sales

RSM MEM (Market Executive Manager)

/
AMM (Assistant Market Manager)
Area Volume Controller
Assistant Market Executive Manager

Senior Executive
Execution Manager

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 Senior Executive
Market Developer

Junior Executive

Sales Man Sales Promoter

HIGHLIGHTS OF COCA COLA

Coca cola is world’s No. 1 soft drink brand.
4 of top 5 brands are owned by the Coca Cola Company
Coca sells more than 1 billion drinks a day.

Coca cola employs more than 55000 people all over the world.
Coca cola system uses:
24% of world’s Aluminum cans.
17% of world’s pet resin.
31% of world’s HFCS.
5% of world’s suger.
30% of world’s Aspartame.

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 SWOT ANALYSIS
STRENGTH:

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Consumers across the globe choose our brands for refreshment more than a

billion times every day because Coca-Cola is...

 The Symbol of Quality

 Customer and Consumer Satisfaction

 A Responsible Citizen of the World

Coca Cola has been constantly innovating in terms of products to offer

such incisive products to every segments which cater more than 1billion

people per day.

A thums up is much stronger in taste compared to Pepsi.

Maintains high quality.

A wide range of different tastes.

Company has good money power.

People trust coca cola.

Coca Cola has a very innovative Research and Development divisions to

develop new tastes and flavors.

Over 55000 employees working for one organization across the globe.

So, these standards are the strengths of Coca Cola Company.

WEAKNESS:

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It is very difficult to any company to maintain its operation in more than 200

countries successfully, So Coca Cola is also phasing some problems which

shows its weakness in some part of its operational countries which are as

follows :

 Weak distribution network, particularly in some part of India.

 Company is also lagging behind in products like Lays and

Lehar as compare to its main competitor PepsiCo.

 Retailers don’t support its low budget schemes.

 It has very low budget for promotion and advertisement of its

products.

 Company has offer very few products in India from its

impressive product profile of more than 400 products across

the globe.

 Coca Cola have incurred losses in some part of world.

 Some products are expensive as compared to its close

competitors.

 The Coca-Cola Company, alone, could never reach and serve

all of its consumers.

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  The Company relies on numerous groups to work together to

make our brands available to consumers throughout the world.

OPPORTUNITIES:

A company which serves over 1 billion people per day in more than 200

countries with refreshing series of more than 400 products has always have

great opportunities to grab. Some of these opportunities are:

 Countries like India, company have great opportunities to

serve over 1 billion people.

 In India company have more than 60 percent market share

only with 11 products, so here big opportunity to offer more

than 390 products from its product basket.

THREATS:

A company which serves in more than 200 countries is always prone to threats.

Some of these threats are:

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  Government Policy.

 Market Competitors mainly PepsiCo.

 Dependent over distributor for distribution.

 Baba Ramdeo is a big threat to all the soft drink companies.

 Wrong weather forecasting for production.

 Cultural Restrictions.

Technology
Coca cola uses best available technology for the following process:

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 • Syrup Preparation.

• Cleaning of empty bottles.

• Filling of bottles.

• Capping.

• Labeling.

• Quality checks.

• Packaging or casing.

• Distribution.

These all process are integrated with each other with help the of
automatic machines which are automatically maintain by computer tools
or software like CAM (Computer Aided Machine).cleaning of bottles are
maintain by various critical steps like PSF
Filtration, ACF Filtration, 5 Micron treatment, Chemical Dosing, Chlorination
and RO Water Treatment. Latest technology capping machine are use to
maintain the air pressure in a bottle. Well maintain labs in each bottling plant to
check the quality standards by taking regular sample from each batch which on
process. Before filling, strength of bottle is check with the help of pressure and
carbon Dioxide. Best possible transport are use to maintain the RTM

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 Macro factors:
It is known as general and remote environment. CCI have to focus on the macro
factors because macro factors provide opportunities and threats to the company.
These macro forces are generally more uncontrollable. Macro factors are:
• Political And Government Environment: its play a very active
role for controlling all activity of CCI. The government role varies from a
regulator to an entrepreneur and from planner to a promoter of its
economy and trade and commerce.

• Natural Environment: Natural environment affects the sales of CCI at

the high level. CCI produce the cold drink which is consumed by
consumer in summer. When Raining season starts, Products sale of CCI
goes down. In case of winter, sales reach at lowest point in hole year.

• Technological Environment:

• Demographical Environment:

• Cultural Environment:

• Global Environment:

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99
 Summary
My training program was start from 5th of June in Agra was my first day in
company on that day our company guide conducted a orientation program for us
from which we learn & come to know lots of facts about the company.
I learn about the Coca Cola’s history, its origin, Cola’s inventor etc.
I also come to knowhow the company works, its hierarchy, its different kinds of
product & also Coca Cola’s advantage over its competitors.
After that for two days we are exposed to market for practical experience of
how the market works with our respective area Market Developers.
I visited to the Coca Cola’s warehouse and depose.
Finally, Company Guide were assigned my target of MIT of company at Agra,
Hathras, Etah, Gwalior. I worked sincerely to achieve my targets.

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 LIMITATIONS OF THE STUDY

No body is perfect in the world. Everybody makes some mistakes. If some body

doesn’t make mistakes, that means he or she doesn’t work because when you do

some work you are bound to make come mistakes. And there is always room for

the improvements. So this study may also not be free from the mistakes. But I

have tried my level best to make this research project best. There may be some

mistakes in this study. They may be as follows:

• The data has been collected from the retailers of particular area.

• The data was collected from the retailers by using questionnaire and

interview method.

• This study may be affected from the biasness of the interviewer.

• The results have not been tasted.

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• Some time the respondents were full of confidence while thinking much

over it.

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Marketing Management by Philip kotler

Research Methodology by R.C. Kpthari

Advertisement Management by D.D. Sharma

Times of India by Rajiv Batra

Economic Times

Business World

www.Coca-cola.com

www.google,com

www.pepsizone.com

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