COCA COLA

LABEV
BEVERAGE PVT LTD

A
SUMMER TRAINING PROJEGT REPORT
ON
Assessing Consumer Perception
“Comprehensive Study of Coca Cola”.

"Thanda

Matlab

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 Jaiswal
Dept of-Business Management MBA (E-Commerce)

VEER BAHDUR SINGH PURVANCHAL UNIVERSITY

JAUNPUR, U.P.
 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
 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 day’s 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 week’s 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.

 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 to
Coca cola Hindustan Beverages Ltd. for granting me the permission to work with the esteem
organization. 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 Hindustan
Beverage Ltd.They guided and helped us in all possible ways they could, at every stage of the
report.

I would also like to thank all the Executives, distributors & staff of Coca cola who
provided 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
 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
 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 recent
years.
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.
 Company Profile Coca-cola (US)

Coca cola is a world leader in beverages, with revenues of about $35 billion and over
180,000 employees. The company consists of the snack business of Frito-Lay North America
and the beverage and food businesses of Coca cola Beverages and Foods, which includes
Coca cola Beverages North America (Cola North America and Gatorade/Tropicana North
America) and Quaker Foods North America. Coca-cola International includes the coffee
businesses of Frito-Lay International and beverage businesses of Coca-cola Beverages
International. 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 is
relatively 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-cola Company – 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. It
consists of many companies amongst which the prominent one is Pepsi cola, frito lay, Pepsi
food 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 big
brand available in nearly 150 countries across the globe. .

The beverages segment primarily market Pepsi diet, mountain dew and other brands
worldwide 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 from
international operation while same figure of Pepsi co. stand at 6%, the segment is also in the
bottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of the worldwide pizza
hut, 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 worldwide
operations.

When Coca-Cola changed its formula in 1985, Pepsi stepped up its competition with its
long 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 coke’s announced
venture with nestle (Nestea) it has won over 30% of the ready to drink tea market, a part of
the 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.

PepsiCo’s success is the result of superior products, high standards of performance,

distinctive competitive strategies and the high integrity of our people.
Mission of the Company: Continuously excel to achieve and maintain leadership position in
the chosen businesses; and delight all stakeholders by making economic value additions in all
corporate functions. 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 13 States. 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 pans
India Company bottler, HCCBPL in 1997-1999. In july 2005 HCCBPL becomes a separate
bottling entity (CBO) reporting in bottling investment group (BIG), Atlanta.
 BUSINESS SEGMENTS

The KO Group is divided into three-business segments- Beverage, Food and

Education. 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 look
to 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
KO VPO (ANNUAL) phy c/s

RATE 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 45.56 410.00
DT 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 Basic Amt.Vat Charges @ 4 % Total
Rate
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
 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 even
compared 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 Cadbury’s 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 coke’s exit, switched over to Campa Cola.
The beginning of 1980’s 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,
Indian soft drink’s 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 Up’s 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

 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 number
and Time.
After crowing the bottle, the bottle comes again at checking screen for checking the bottle.
 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 company’s 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 company’s 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.
 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.Gaurav
Chaturvedi)

PRODUCTION MGR.
QUALITY
CONTROL
MANAGER
MARKETING EXECUTIVE CUSTOMER EXECUTIVE

SHIPPING MGR.

SALESMAN
TRANSPORT MGR.
 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 by
the 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 Indian
market 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.
 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
company’s Distribution is not good and some thing is wrong any when.

The Distribution of Coca Cola of best. Company don’t 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.
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.
 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.

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

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, it’s 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.

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

steady wins the race’s 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 Pepsi’s international commercial that used two chimpanzees

to cock a snoop at coke, thumps up come with the ad line, don’t 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.
 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. Soon
the advertisements started giving the message, “Eat Cricket, Sleep
Cricket, Drink only 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

customer’s 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.

 THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic slowdown
in 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 for
the 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 Coke’s 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
world’s 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.
 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.
 A 100 YEARS OF THE CURVY GLASS BOTTLE OF
COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th 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
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 that’s 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.

 COKE’S 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 Goizueta’s 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.
 P R O M O T IO N : T H E C O C A -C O L A W A Y

Goal for the 90’s

“TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF DESIRE.

Consumer activity clusters:-

• Grocery shopping
• Other shopping & services
• Eating and drinking
• Entertainment / Recreation / Leisure
• Travel / Transportation / Hospitality
• Educational
• At Work

The 3A’s:-
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 3A’s

• 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 3A’s is Coca-Cola underlying strategy for meeting its goal to reach
increasing numbers of consumer’s. How does coke position its limited
resources to help meet its good? Let us explore the specific ways in
which the Coca-Cola system addresses each of the 3A’s:-
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 as
resource 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.
 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
arm’s 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 Coke’s 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).
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 customer and 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 customer’s they are promoted at
the point-of-purchase to maximize the company’s 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
• Post mix / pre mix

India’s 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 maharaja’s 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 BSERVE THE PRO BLEM

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.

CO LLECT THE PROBLEM

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.
 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 IC A T IO N O F S O L U T IO N
After founding the solution we apply the solution and satisfy the
customer & consumer.
 GUIDELINES FOR CONSTRUCTING
QUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in constructing

an 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.
(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.
 MAAZA

“YAARI-DOSTI TAAZA MAAZA”.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED
CALCIUM, MAAZA’S 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 THE
COCA-COLA COMPANY IN 1993 AND IS CURRENTLY AVAILABLE
IN THREE FLAVORS, MANGO, PINEAPPLE AND ORANGE, PLUS
ADDED CALCIUM.

MAAZA MANUFACTURING UNIT IS LOCATED IN NAJIBABAD

WHICH IS DELIVERING IN ALL OVER WESTERN AND EAST U.P.
THROUGH THAT NAJIBABAD MANUFACTURING UNIT BECOME
MAAZA IS A FIFTH LARGEST SELLING BRAND OF COCA-COLA.
MAAZA HAS MANGO FRUIT TEST ITS FLAVOUR INTRODUCING
BEFORE SLIECE PEPSI COPY ITS.
 SPRITE
CLEAR, CRISP, REFRESHING

INTRODUCED IN 1960, SPRITE IS THE WORLD’S LEADING LEMON-

LIME FLAVORED SOFT DRINK. SPRITE IS SOLD IN MORE THAN
190 COUNTRIES AND RANKS AS THE NO. 4 SOFT DRINK
WORLDWIDE, 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 ATTITUDE
ABOUT THINGS THAT SETS IT APART FROM OTHER SOFT
DRINKS. SPRITE ENCOURAGES YOU TO BE TRUE TO WHO YOU
ARE AND TO OBEY YOUR THIRST.

ACCORDING TO SURVEY FOR IT HAS FOUND OUT THAT SPRITE

IS A LEMON-LIME FLAVORED SOFT DRINK. I ASKED ABOUT
SPRITE BRAND THEN I FOUND OUT THAT WHEN NOT AVAILABLE
LIMCA BRAND OF RETAIL OUTLET THEN CUSTOMER OR
CONSUMER DEMAND TO SPRITE BRAND THROUGH ALL OVER
REGION SURVEY GONE ON STATEMENT SPRITE IS FOURTH
LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD.
 THUMS UP
STRONG COLA TASTE, EXCITING
PERSONALITY
A THUMP UP IS A LEADING CARBONATED SOFT DRINK AND
MOST TRUSTED BRAND IN INDIA. ORIGINALLY INTRODUCED IN
1977, THUMPS UP WAS ACQUIRED BY THE COCA-COLA
COMPANY IN 1993.

THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE AND

CONFIDENT, 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 OF

COCA-COLA IN GHAZIABAD REGION URBAN AREA ONLY IN
GHAZIABAD RURAL AND SEMI-URBAN AREAS ARE SECOND
LARGEST SELLING BRAND AFTER PEPSI BECAUSE THEY ARE
AWARE THUMPS UP BRAND THAT WHAT HAS EXTRA ENTITY IN
THUMPS UP.
 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, IT’S NOW THE NO. 3 SOFT DRINK IN THE

WORLD.

IT’S 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.

 COCA-COLA
COCA-COLA IS THE MOST POPULAR AND BIGGEST-SELLING
SOFT 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 AS
A FOUNTAIN BEVERAGE BY MIXING COCA-COLA SYRUP WITH
CARBONATED WATER.

COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887 AND

BY 1895 COCA-COLA WAS BEING SOLD IN EVERY STATE AND
TERRITORY IN THE UNITED STATES. IN 1899, THE COMPANY
BEGAN FRANCHISED BOTTLING OPERATIONS IN THE UNITED
STATES.

TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERY PART

OF THE WORLD. THE COCA-COLA COMPANY HAS NEARLY 400
BEVERAGES IN ITS PORTFOLIO.

TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERY AREA

OF GHAZIABAD REGION EARLY BECAUSE COCA-COLA IS A
LARGEST NUMBER ONE BRAND AMONG ALL SOFT DRINK
BRAND SO ITS KNOWN AS THAT THUNDA MATLAB COCA-COLA
THAT IF I WOULD LIKE DRINK THUNDA ONLY COCA-COLA.
 FANTA
A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WAS
ACQUIRED BY THE COCA-COLA COMPANY IN 1960. FANTA
ORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT 70% OF
SALES, 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 IS
DRIVEN BY THE BRAND’S FUN, PLAYFUL PERSONALITY, WHICH
GOES HAND IN HAND WITH THE BRIGHT COLOR (PARTICULARLY
ORANGE), BOLD FRUIT TASTE, AND TINGLY CARBONATION.

FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN, ITALY

AND 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 IN

1982 WITH THE INTRODUCTION OF DIET COKE
(ALSO CALLED COCA-COLA LIGHT IN SOME
COUNTRIES). DIET COKE QUICKLY BECAME THE
NUMBER ONE SELLING LOW-CALORIES SOFT
DRINK.

LIMCA

THIS IS THIRST-QUENCHING BEVERAGE FEATURES

A FRESH AND LIGHT LEMON-LIME TASTE AND
LIGHTHEARTED ATTITUTE. THE LIMCA BRAND
WAS INTRODUCED IN 1971 AND ACQUIRED BY
THE COCA-COLA COMPANY IN 1993.

KINLEY WATER

THIS IS THIRST-QUENCHING BEVERAGE FEATURES

FRESH THE FRESH WATER WITH THE SATURATED
OXYGEN LEVEL.
 SUNFILL

THIS IS THIRST-QUENCHING BEVERAGE

FEATURES A FRESH AND LIGHT ORANGE TASTE
AND LIGHTHEARTED ATTITUDE.

VANILA

IT IS AN ICE CREAM IN TASTE.LAUNCHED IN

2004.

MMPO

IT IS THE ORAGE JUICE FLAVOUR. IT WAS

LAUNCHED IN 2008. IN THIS YEAR IT REACHES ITS
HIGHEST SALE.
 THE MOST PREFERRED BRAND OF COKE
LIKE BY CUSTOMER

TYPE RESPONDENTS PERCENTAGE

THUMPSUP 42 65%
LIMCA 07 10%
COKE 11 17%
MAAZA 05 8%

DURING THE SURVEY I ASKED THE CUSTOMER ABOUT THE

BRAND PREFERENCE AND I FOUND THAT MAXIMUM NUMBER OF
RETAILERS PREFER THUMPSUP

GUIDELINES FOR SUCCESSFUL INTERVIEWING

REASON FOR HIGH DEMAND

FREQUENCY RESPONDENTS PERCENTAGE

PRICE 33 35%
TEST 20 21%
AVAILABILITY 25 26%
PACKAGING 06 6%
OTHERS 11 12%
 REASON FOR HIGH DEMAND OF
COKE

35

30
25

20

15

10
5

0 P rice Test A vailability P ackaging Others

Interviewing is an art and one learns it by experience. However, the

following points may be kept in view by an interviewer for eliciting the
desired 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) Interviewer’s 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.
(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.
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.
• Company’s span of control till distributor
• SKU’s loaded on truck is only an estimate leading to
shortage in brand/packs in the market.
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 he’s getting the complete discount.
• Higher Distribution ROI.
 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.
 • 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.
 • 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. MD’s 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 to
vehicles 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 to
take 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-seller’s. The Salesman
converted Pre-sellers will be trained later on.
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.
• STL’s/S.Trainers / ASM’s / 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 STL’s /
trainers you have.

MEASURING PRE-SELLER’S 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)
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 that please don’t

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 the
salesman.

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.
 MISSION
The mission of Coca-Cola in India is:
• Increase in shareholder’s 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 and
services 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 of

the two bottling operation done for the company.
1. COBO (Company Owned & Operated
Bottling Operation).
2. FOBO (Franchise Owned & Operated
Bottling Operation).

After 1993, when Coca-Cola re-enters India market, done a lot of

changes in existing system of soft drink market prevailing in
India, by acquiring the major brands and the bottling operations
from Parle. After this company founded some of its own bottling
operation in India.
 In year 1997, company did a major investment of $700 million in
India by purchasing other bottling operations, all around India
and 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 types
of operations. The other type of bottling operation for the
company are called Franchise Owned and Operated Bottling
Operation, to these, the company has given the right to produce
the product for the company and to supply with the territory
assigned by the company. Company has no ownership or
operational right/ control over these.

In India Company have 26 COBO and 14 FOBO operations for the

production and control of the whole operation in India. These are
divided in to various zones that are given in the marketing mix
section of this report.

Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is

Hathras in India, second largest plant is Dasna, and the largest
one is in Bangalore. Hathras plant has 3 RGB filling lines. The RGB
line operating at mechanical efficiency of 90 % . Company doesn’t
have the facility for filling Maaza (RGB and Tetra Pack) a Mango
flavour drink of Coca-Cola, pet bottling, water plant.
 RESEARCH
METHODOLOGY
TECHNIQUES FOR SALES PROMOTION

1) Product availability
2) 100% rich
3) Good relation
4) Warm display
5) Cold display
6) Proper singer
7) Rich at one time
8) Fulfill your commitment

1) Product availability
It means all the flavors of coca cola should be available at one time. By
which customer can able to give any flavors to the consumer and can give
the satisfaction.

2) 100% rich - it means. Company top management always should always

worry about the quality of all the brands. If any organization wants to
service in the market and wants to better image then quality play a very
integral role so for sales promotion quality should by 100% good.

3) Good relation – company’s executive, sales man should make good relation
from dealer, whole seller and retailer. There is only 20% brand loyal person.
Remaining 80% impulse selling is going on. It means in India in cold drinks
line which ever brand consumer see first of all that brand will demanded by
user. The selling is high that particular brand. So i want to say that if. The
executive relations will goods from dealer, whole seller retailer. Then he will
arrange coke brands on front of shop by which coke selling will improve.
4) Worm display

5) Cold display
6) Proper shin age - proper shin age also play a key roll in more selling.
7) Fulfill our commitment – if executive promise to the customer of any type.
Then executive shovel fulfill his promise, such as. Executive say that to the
retailer if you will sell 1000 carrot in this month then i will give you a coke
fridge. If retailer has sold out 1000 carrot in the a month then executive
should fulfill is commitment. By this manner selling will also improve.
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.
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 and
with 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
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 BSERVE THE PRO BLEM

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 LLECT TH E PRO BLEM

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 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.
T A K E S O L U T IO N

After analysing 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 IC A T IO N O F S O L U T IO N

After founding the solution we apply the solution and satisfy the

customer & consumer.

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 flavor’s 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.
 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 ORANGE
Pulpy orange Pineapple Soda
Soda (Lehar Evervess)
(Kinley)
Kinley Water Kinley Water
(Kinley) Aquafina

CHANNEL OF DISTRIBUTION
OUT LINE DYGRAM OF DISTRIBUTION CHANNEL OF COCA COLA
 Company

Manufacturing goods

Depote

Distributor Company
Vehicle

Retailer Retailer

Consumer Consumer

COMPETITIVE MARKET SHARE BETWEEN

KO / PC

Cola
Pepsi = 45%
 Coke = 35%
Thumps up = 20%

20%

45%

35%

Pepsi Coke Thumsup

Orange
Fanta = 75%
Mirinda = 25%
 25%

75%

Fanta Mirinda

Cloudy Lemon
Limca = 80%
Lemon Miranda = 20%

20%

80%

Limca Lemon Mirinda

Clear Lemon
Sprit = 75%
7UP = 25%
 25%

75%

Sprit 7UP

Mango
Maaza = 80%
Slice = 20%

20%

80%

Maaza Slice

Soda
Kinley = 50%
 Lehar Evervess = 50%

50% 50%

Kinley Lehar Evervess

Can
Coke = 40%
Pepsi = 60%

40%

6
60%

Coke Pepsi

PET
 Coke = 60%
Pepsi = 40%

40%

6
60%

Coke Pepsi

Kinley Water
Kinley = 80%
Aquafina = 20%

20%

80%

Kinley Aquafina
Total Product
Coke = 63%
Pepsi = 37%

37%

6
63%

Coke Pepsi
SWOT Analysis
 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. That’s why it’s 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. That’s 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 EAKNESS
• The main weakness of the company is that company is not in position
of provide all flavor’s to the customer daily or at a one time.
• Customer is not happy from company marketing policy. He wants
company will start special discount program or increase maximum
retail price.

• Most of the retailer’s 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. That’s 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 IT 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.
THREAT
• Company should do something for customer interest. Providing
beneficial scheme and good relation to customer other wise it’s 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 it’s market share.

• Some domestic competitor can develop in the market. Company

should prepare long term future plan for permanently existing in Host
Country.
 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 it’s

competitor is only Pepsi. So that company can do compromise with
Pepsi and both can increase product’s M.R.P.

• Company should appointed a special representative for listening

retailer’s 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.
• 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.
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 by P. Green, D.S. Tull,
G. Albaum
• Marketing Management -Phillip Kotler.
 QUESTIONNAIRE

Market research on Behalf of Coca-Cola

Student Name - Lokesh Kumar Chaudhary

Topic - Market Share & Distribution
Channel of Coca-Cola
Company - N.M Soft Drink Pvt. Ltd. (Coca-Cola)
153/1, Nirankari Colony, Delhi-110009

1. Name of the outlet …………………………………………………………..

2. Contact Person………………………………………………………………
3. Address ………………………………………………………………
………………………………………………………………
4. Telephone No. ………………………………………………………………
5. Type of outlet
E [ ] R[ ]
G [ ] K [ ]
Others [ ]

6. Which brand you selling more

a-Coke [ ] b- Pepsi

Reason ………………………………………………………………

7. Source of procurement
Dealer / Whole Seller / Company vehicle

Reason ………………………………………………………………
8. If you want to purchase Coca Cola Brands from
Company vehicle, your demand.
…………………………………………………………………………

9. Sale man Behavior

A-good [ ]
B-Bad [ ]

10. Recommendations for company for more selling.