Amit Kr Verma Coke

8/3/2019 Amit Kr Verma Coke

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OF

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THEMASTER OF BUSINESS ADMINISTRATION

SAGAR INSTITUTE OF TECHNOLOGY &

MANAGEMENT BARABANKI

2008-2010

Guided by:

Mr. Vind Kumar Srivastava & Vishal Kumar

(Sales Executive & Sales Manager)

SUBMITED TO- SUBMITED BY-

H.O.D:- K.K. Mishra Amit Kumar VermaS.I.T.M. Barabinki

Mr.VIVEK LADHANI, M.B.A. Final Year (3rd Sem.)Director Advance Sales&Service, Faizabad,
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SAGAR INSTITUTE OF TECHNOLOGY &

MANAGEMENT

BARABANKI

PREFACE

Soft drink include all type of non alcoholic, carbonate flavored or otherwise

sweetened beverage. Soft drinks are mostly packaged in 200 ml, 300 ml, 600 ml, 2

ltr. Bottle and comes in a verity of flavors. It also comes in plastic bottles. They

are artificially undergoing many transformation with changing consumers demand,

govt. policies and innovation packaging. There industry is much emphasizing

advertising to increase there sales.

With the introduction of fruit base soft drinks packaged in cardboard cartoons

knows a TETRRA PACKES the bottled soft market has under gone a slight

decrease in demand. After 1994 the eminent re-entry of Coco cola in Indian soft

drink industry is heading for a giant war between the two competitors to capture

the market has already began by various promotion tools like many schemes,

advertisements and gift etc.

The Project was divided in two different stages. It consists of Preparation of

questionnaire, collection from retailer & consumer, tabulation of the data,

recommendation and collection.


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ACKNOWLEDGEMENT

My first regards are to almighty god it was my trust and belief on him, which enable me

to embark upon this task, move on the righteous path and recede the realm of facts. So

Success is lock and hard work is the key.

My training place is Amrit Bottlers private limited Faizabad immensely helped me to

utilize my knowledge practically. I am very thankful to Mr. Vind Kumar Srivastava &

Vishal Kumar (Sales Executive & Sales Manager) for providing me an opportunity to

take my project.

That project was a great experience for me. As is made aware of professional culture that

exists in an organization, about the market, qualities required work and how to deal with

the customers. I am extremely thankful to our respected faculty Guide Mr.

K.K.Mishra (H.O.D.) SITM Barabanki for giving me there wholehearted support,

guidance and encouragement to me at every step of this project. There valuable

suggestions and advices have been a constant source of inspiration to me in completing

this project.

I am heartily indebted for the co-ordination of all Retailers & respondents who gave their

valuable time in listening me and provide information, which are important for project &

without whom my project would not have been completed.


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Table of Content

1.Title Page

2.Table of Contents

3.Foreword (Introduction)

4.Statement of Objective

5.Research Methodology

(a)Research design

(b)Data-collection method

(c)Sampling

(d)Fieldwork

6.Analysis and interpretation

7.Limtations

8.Findings

9.Conclusions and recommendations

10.Appendix(annexure)

11.Bibiliography and Reference

12.Summary report


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OBJECTIVE OF RESEARCH

The objective of any study defines purpose for which study is taken up. It

specifies the goal i.e. to be achieved. The project on soft drink is to find out the market

share of coke vis--vis Pepsi and to study about distribution channels this basic objective

of this research is to find out the answer the following question.

Can the soft drink industry will expand in the future.

What is the market share of coke in cold drink market?

What are strategies to success and dominate the market place of 2005.

The analysis the promotional strategies.

To study future plan & change.

To conclude and suggest. From the above study, the company measures &

means to increase its sales and upgrade its overall performance. Thus to improve

corporate image.


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NEED FOR THE SURVEY

The surveys is an attempt by the company to grow closer to the customer and conveys

downs its philosophy customer service and social commitment. However, there are other

reasons too, which instigated the company to conduct the surveys these are:

(1) To do everything that can be done over and above what the customer expects.

(2) To arrogance a system to provide a company management can know latter about

the product of retailers and to tackle them with objectives of satisfying consumers

need on a long term basis.


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INTRODUCTION

1886-1892:-

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty.

Eight hundred miles away, another great American symbol was about to be unveiled.

Like many people who change history, John Pemberton, an Atlanta pharmacist, was

inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored

liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here,

the mixture was combined with carbonated water and sampled by customers who all

agreed -- this new drink was something special. So Jacobs' Pharmacy put it on sale for

five cents a glass.

1893-1904:

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it

out in his distinct

He knew there were thirsty people out there, and Candler found brilliant and

innovative ways to introduce them to this exciting new refreshment. He gave away

coupons for complimentary first tastes of Coca-Cola, and outfitted distributing

pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola

brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By

1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In

1894, a Mississippi businessman named Joseph Biedenharn became the first to put Coca-

Cola in bottles.


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1905-1918:-

Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none

too pleased about the proliferation of copycat beverages taking advantage of its success.

This was a great product, and a great brand. Both needed to be protected. Advertising

focused on the authenticity of Coca-Cola, urging consumers to "Demand the genuine"

and "Accept no substitute."

The Company also decided to create a distinctive bottle shape to assure people they were

actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won

a contest to design a bottle that could be recognized in the dark. In 1916, they began

manufacturing the famous contour bottle.

1919-1940:-

Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff.

In 1923, four years after his father Ernest purchased the Company from Asa Candler,

Woodruff became the Company president. While Candler had introduced the U.S. to

Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing

the beverage to the world beyond.

Woodruff was a marketing genius who saw opportunities for expansion

everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced Coca-

Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S.

team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution

of the six-pack, the open top cooler, and many other innovations that made it easier for

people to drink Coca-Cola at home or away.


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1941- 1959:-

In 1941, America entered World War II. Thousands of men and women were sent

overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every

man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it

costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram

to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war,

many people enjoyed their first taste of the beverage, and when peace finally came, the

foundations were laid for Coca-Cola to do business overseas.

Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming

true -- from the mid-1940s until 1960, the number of countries with bottling operations

nearly doubled. Post-war America

1960-1981 :-

AWORD OF COSTMER

After 70 years of success with one brand, Coca-Cola, the Company decided to expand

with new flavors: Fanta, originally developed in the 1940s and introduced in the 1950s;

Sprite followed in 1961, with TAB in 1963 and Fresca in 1966. In 1960, The Coca-

Cola Company acquired The Minute Maid Company, adding an entirely new line of

business -- juices -- to the Company.

The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola

found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey

and more.


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1981-1989:-

DIET COKE & NEW COKE

The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much

change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta

became chairman of The Board of Directors and CEO of The Coca-Cola Company.

Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a

strategy he called "intelligent risk taking."

Among his bold moves was organizing the numerous U.S. bottling operations into a new

public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke,

the very first extension of the Coca-Cola trademark; within two years, it had become the

top low-calorie drink in the world, second in success only to Coca-Cola.

1990-1999:-

NEW MARKET AND NEW BRANDS

The 1990s were a time of continued growth for The Coca-Cola Company. The

Company's long association with sports was strengthened during this decade, with

ongoing support of the Olympic Games, FIFA World Cup football (soccer), Rugby

World Cup and the National Basketball Association. Coca-Cola classic became the

Official Soft Drink of NASCAR racing, connecting the brand with one of the world's

fastest growing and most popular spectator sports.

And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign,

and the world met the lovable Coca-Cola Polar Bear for the first time. New markets


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opened up as Coca-Cola products were sold in East Germany in 1990 and returned to

India in 1993.

2000 NOV:-

COCA COLA NOW

In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now

well into its second century, the Company's goal is to provide magic every time someone

drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to

Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest

comers of the globe, you can still find Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different

cultures and backgrounds like to drink, and where and how they want to drink it. With its

bottling partners, the Company reaches out to the local communities it serves, believing

that Coca-Cola exists to benefit and refresh everyone it touches.


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Coca Cola enjoys the privilege of being the largest selling soft drink company in

the world. Its product Coke, Fanta Limca, Thums-Up, Sprite and Maaza are well known

worldwide and are sidely regarded as top, most brands in their respective flavor

segments. Soft drink industry is ballooning in India with continuously growth rate that

swells more every year.

In S.G.A. (sales generating assets) Coca-Cola is leading the market in providing

the maximum number of cooling equipments i.e. viz cooler, family fridges and E.B.C.

(electro bottle cooler) to their retailer. Coca-Cola is also ahead of Pepsi in providing

signages i.e. glow signs and dealers boards to the retailers.

Since the Good service, advertising and superior promotional strategies from the

basic rules fro survival in the, all the companies are trying to perform their best on these

front. Coca-Cola is the leader of this front also. It provides the better service to the

retailers that its competitors airs superior quality advertisement and launches better

sales promotion schemes into the market. Gut to maintain the position and to improve it

even better, it should continuously improve itself through innovative marketing

strategies, since the market is highly competitors pocket.


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Story of Soft Drinks

Segmented of Soft Drinks:

The Soft Drinks can be segmented on the

basis of point of purchase or the basis of type of products. The story of Soft Drinks in

Fascinating.

Since the beginning of life the most pressing need of all living beings is food and sweet

juice when cut open, ditto the watermelon and fresh coconuts. Man learnt the Secrets of

these Sources and used them as additional pleasant aid drinks besides water. As year

passed in thousand, man tried to imitate nature in preparing these drinks so as to use them

as well.

As results of laborious Search in 1772, Joseph Priestly combined carbon dioxide with

water and artificial produced directed water bubbling with gas spread quickly and

parched mouth begin to consume this. The Segmentation on the basis of point of

purchase divides the market into two parts-Onpremise-80% of the Consumption of Soft

Drinksis done. Premise i.e.- - Restaurants, Railways station, Cinema Hall etc.

AT HOME : :- The rest of 25% of the market compromises of the soft drinks

purchased for consumption at home.

The market can also be segmented on the basis of products. The segmented could be

present as follows->

This account for 62 % of the total Soft Drinks at all India Level. The Brands that falls in

these categories are PEPSI, Thumsup, and coke.


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Non-Cola segmented, which can be further, divided as orange: This segment has 19 %

share of the total market. Miranda orange (of Pepsi), Fanta & Gold Spot (Both of the

Coke) and Crush represent the orange segment.

Lime : This segment represent 14 % of the total market. Cokes Limca and Pepsis

Mirinda fall in these categories.

The market leader is close to 70 % market share of this segment but Sprite has

considerably cut into this market

Mango : Slice Mangola and MAZA are leading Mango drinks.

Mango drinks accounts for about 3 % of the soft drink market. There is very thin line of

difference between the clear and cloudy lime.

The most obvious features is that clear lime has to be bottled in green bottle as sunlight

harms the drink and change the taste.


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Soft Drinks industries : An Overview

It all began in 1886, when a tree legged brass kettle in Hohn Styth pembertons backyard

in Atlanta was brewing the first P of marketing leged.

Unaware the pharmacist has given birth to a caromel syrup, which is now the chief

ingredient of the worlds favorite drinks. The syrup combined with carbonated the soft

drink market. It is estimated that this drink is served with carbonated the soft drink

market. It is estimated that drink is served more than one thousand million times in a day.

Equally oblivious to the historic value of his actions was Frank IX. Robinson, his partner

and book keeper. Pemberton and Robinson laid the first foundation of this beverage when

an average nine drinks per day to begins with, upping volumes as sales grew.

In 1984, this beverage got into bottle, courtesy a candy merchant from Mississippi. By

the 1950s Colas were a daily consumption item, stored in houses hold fridges. Soon

were born other non-cola variants of this product like orange and lemon.

Now, the soft drink industry has been dominated by three major player----

1) The New York based Pepsi Co. Inc.

2) The Atlanta based Coca Cola Co.

3) The united Kingdom Based Cadbury Schweppes

Through out the glove these major players have been battling it. Out for a bigger chunk

of the ever-growing cold drink market. Now this battle has begun in India too. India is

now the part of cold drink war. Gone are days of Ramesh Chauhan, Indias one time Cola


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King and his bouts of pistol shooting. Expected now to hear the boon of cannons when

the Coca Cola and Pepsi co. battle it out for, as the Jordon goes a bigger share of throat.

By buying over local competition, the two America Cola giants have cleared up the arena

and are packing all their power behind building the Indian franchisee of their globe

gridline brands. The huge amount invested in fracture has never been seen before. Both

players seen an enormous potential in his country where swigging a carbonated beverage

is still considered a treat, virtually a luxury. Consequently, by world standards Indias per

capita consumption of the cold drinks as going by survey results is rock bottom, less than

over Neighbors Pakistan & Bangladesh, where it is four times as much.

Behind the type, in an effort invisible to consumer Pepsi pumps in Rs 3000 Crores (1994)

to add muscle to its infrastructure in bottling and distribution. This is apart from money

that companys franchised bottles spend in upgrading their plants all this has contributed

to substantial gains in the market. In colas, Pepsi is already market leader and in certain

cities like Delhi, Pepsi retailers are on one side & all the other colas put together on the

other. While coke executive scruff at Pepsis claims as well as targets, industry observes

are of the view that Pepsi has definitely stolen over its competitors coke.

Apart from number, Pepsi has made qualitative gains. The foremost is its image. This

image turn around is no small achievement, considering that since it was

established in 1989, taking the hardship route prior to liberalization and weighed down by

export commitment.


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Now, at present as there are three major players coke, Pepsi and Cadbury and there is stiff

competition between first two, both Pepsi and Coke have started, sponsoring local events

and staging frequent consumer promotion campaigns. As the mega event of this century

has started, and the marketers are using this events- world cup football, cricket events and

many more other events.

Like Pepsi, Coke is picking up equity in its bottles to guarantees their financial support;

one side coke is trying to increases its popularity through.

Eat Food, enjoy Food, Drink only Coca Cola. Eat Cricket, Sleep Cricket, Drink only

Coca Cola. Eat Movies, sleep movies. Drink only Coca Cola.

On the other side of coin Pepsi has introduces AMITABH BACHCHAN for capturing

the lemon market through MIRINDA lemon with Zor Ka Jhatka Dheere Se Lage?.

But no doubt that UK based is also Cadbury is also recognizing its presence. So there is

real crush in the soft drink market, with launch of the carbonated organize drink Crush,

few year ago in Delhi, the first in a series of a launches, Cadbury Schweppes beverage

India (CSBI) has planned.

Theworld third largest soft drinks marketers all over the country. CSBI wholly owned

subsidiary of the London based $ 6.52 billion. Cadbury Schweppes is hopping that crush

is going well and well not suffer that samefate as the Rs. 175 crore Cadbury indias apple

drink Apella. SBI is now with orange (crush), and Schweppes soda in the market.


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As orange drinks are the smallest of non-cola categories that in Rs. 1100 crore market

with 10 % market share and cola having 50 % is followed by Lemon segment with 25%.

The success of soft drinks industry depends upon 4 major factories viz..

1. Availability 2.Visibility 3. Cooling 4. Range

Availability: it means that the presence of a particular brand at any retailers. If a product

is now available at any retailers and the competitors brands are available, the consumer

will go for at because generally the consumption of any soft drink is an impulse decision

and not predetermined one.

Visibility: it is the presences felts, if any outlets has a particular brand of soft drinks say-

Pepsi Cola and this brands is not displays in the retailers, then its availability is of no use.

The soft drinks must be shown off properly and attractively so as to catch the attention of

the consumer immediately Pepsi achieves visibility by providing glow signboards,

hoardings, calendars etc. to the outlets. It also includes various stands to display Pepsi

and other flavors of the company.

Cooling: As the soft drinks are consumed chilled so cooling them plays a vital role in

boosting up the sales. The brands, which is available chilled, gets more sale then the one,

which is not, even if it more preferred one.

Range: This is the last but not the least factor, which affects the sale of the products of a

particular company,Range availability means the availability of the all flavors in all sizes.


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COMPANY PROFILE

Coca Cola India is American Multinational Company having its corporate Office in

Atlanta America, Coca Cola is known World Wide, Coca Cola was born in 1887. After

economic liberalization in 1991 many MNCs came in India. Coca Cola started its

production on 24th October 1993 at Agra.

India is an emerging market, which means that low consumption coupled with big

population numbers that adds up to high potential demand.

Coke is continuing to stay with multi-brand strategy as it enhance company ability to

leverage self space at the retail outlets; it also gives flexibility to offer price-off on brands

other than its lead ones Cokes dual brand approach will extend to lemon flavor too since

it plants to introduce Fanta Lemon shortly after the can hits the market.

Coke is moving slow in India, as it wants to get the strategy right first; build a strong

foundation before moving ahead the supply side infrastructure.

Has also to be strengthened with the volumes reaching a critical mass; it could well be

worth the while of Cokes international suppliers to set up facilities in India: Bell

corporation of Colorado is considering setting up a can manufacturing plants near pune

and continental Pet Europe has similar plants.

Coke considers itself as the gold standard and therefore says that focused on pushing

through innovations in the marketplace Coming in with a lower price of Rs. 6 (which has

now been raised) and bottle size to 300 ml. Introducing full depth plastic crates when the

industry was used to half depth wooden crates has reduces bottle scuffing and breakages

drastically.


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MAIN AIM OF COCA COLA IN INDIA

There is a great opportunity here because per person consumption of cold drinks

in India is very low but the potential is high because large population is discoursing hot

climate in India. While The Coca-Cola Company is a global company with some of the

worlds most widely recognized brands, the Coca-Cola business in India, as in each

country where we operate, is a local business. Our beverages are produced locally,

employing Indian citizens, our product range and marketing reflect Indian tastes and

lifestyles, and we are deeply involved in the life of the local communities in which we

operate.


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The Coca-Cola Company is a global company with some of the worlds most

widely recognized brands, after a 16-years absence, Coca-Cola returned to India in 1993.

the Companys presence in India was cemented in November that year in a deal that gave

Coca-Cola ownership of the nations top soft-drink brands and bottling network. Coca-

Cola India has made significant investments to build and continually improve its business

in India, including new production facilities, wastewater treatment plants, and

distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$ billion

in India.

Coca-Cola is one of the countrys top international investors.

In 2003, Coca-Cola India pledged to invest a further US$ 100 million in its

operations.

Coca-Cola business system pledged directly employs approximately 6,000

local people in India.


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POLICY

The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It

shows in our every action. We relentlessly strive to exceed the worlds ever-changing

expectations because keeping our Quality promise in the marketplace is our highest

business objective and our enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment

because Coca-Cola is

The symbol of Quality.

Customer and Consumer Satisfaction.

A Responsible Citizen of the World.


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Slogans of Coke Company

Its clear in looking at the slogans over the years that Pepsi and Coke havevery different targeting strategies. Coke is touting itself as the original, the authentic and

appealing to a sense of traditional, positioning itself as an integral part of the daily

American life. Pepsi, on the other hand is promoting itself as something new, young and

hip, which seems a little odd after over 100 years.

1886 Drink Coca Cola

1904 Delicious and Refreshing

1905 Coca Cola Revives and sustains

1906 The Great National Temperance

1907Delicious Coca Cola, Sustain, Refreshes, Invigorate

1908 Sparkling-Harmless as Water, and Crisp as Frost

1909 Delicious, Wholesome, Refreshing

1910 Quenches Thirst as Nothing Else Can

1911 - Real Satisfaction in Every Glass

1912 - Demand the Genuine- Refuse Substitutes

1913- A Welcome Addition to any Party-Any time-Anywhere

1914 - Demand the Genuine by Full Name

1916 - just One Glass Will Tell You

1917 - Three million A Day

1919 - Quality Tells the Difference

1920 - Drink Coca Cola with Soda

1922 - Thirst known No Season


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1923 - Refresh Yourself

1924 - Pause and refresh Yourself

1925 - The Sociable Drink

1926 - Stop at the Red Sign

1927 - Around the Corner From Anywhere

1928 - A pure drink of natural flavors

1929 - The Pause that refreshes

1930 - Meet Me At the Soda Fountain

1932 - Ice-Cold Sunshine

1933 - Dont Were a Tired, thirsty Face

1934 - Carry a Smile Back to Work

1935 - All Traits Lead to Ice-Cold Coca Cola

1936 - What Refreshing Ought to Be

1936 - The Refreshing Thing to Do

1937 America Favorite Moments

1937 - So Easy tyo serve and so Inexpensive

1938 - Pure Sunlight

1939 Coca Cola goes Along

1939 Thirst Stops Here

1940 - Brings in Your Thirst and Go Away Without It

1941 - Completely Refreshing

1942 - Refreshing That Cant Be Duplicate

1943 - A Taste All Its own

1943 - That Extras Something


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1944 - How About a Coke

1945 - Passport to Refreshment

1946 - A Taste All Its own

1947 - Coke Known No Season

1947 - Serving Coca Cola Serves Hospitality

1948 - Where Theres Coke, Theres Hospitality

1949 - Coca Cola..Along the Highway to Anywhere

1950 - Help Yourself to Refreshment

1951 - Good Food and Coca Cola just Naturally Go Together

1952 - What You Want Is a Coke

1953 - Dependable as Sunrise

1954 - For People on the GO

1955 - America Preferred Taste

1956 - Coca-Cola Making Good Things Taste Better

1956 - Feel The Difference

1957 - Sign of a Good Taste

1958 - The Cold, Crisp Taste of Coke

1959 - Be Really Refreshed

1960 - Relax With Coke

1961 - Coke and Food- Refreshing New Feeling

1962 - Coca Cola Refreshes you best

1963 - Things Go Better With Coke

1965 - Something More Than a Soft Drink

1966 - CokeAfter CokeAfter Coke


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1970 - Its the Real Things

1971 - Id Like to buy the World a Coke 1974 look Up, America

1976 - Coke Adds Life

1979 - Have a Coke and a smile

1982 - Coke Is it!

1984 - Just For the Taste Of It (Diet Coke)

1985 - Just For the Free Of It

1986 - Catch The Wave

1986 - Red, White and you

1986 - you cant Beat Real Things

1989 - Cant Beat The Feeling

1990 - Cant Beat Real Things

1993 - Always Coca Cola

1994- Taste it All

1995 - Coke It Is

2003 - Jiyo Sir Utha Ke

2004 - Jan Me Hai Dum

2005 - Thanda Matlab Coca Cola

2006 - Thande Ka Tadka

2009-


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Organization Structure of

Coca-cola Company

TDM(Gorakhpur)

TDM(Barailly)

Business Units ManagerIndia

Marketing UnitManager

(East & North)

Marketing UnitManager(West)

Marketing UnitManager(South)

Unit Manager(Uttar Pradesh)

TDM(Kanpur)

Territory DevelopmentManager

(Allahabad)

AccountDevelopmentCoordinator

Territory

Traini

TDM(Lucknow)

C.E.(Jaunpur)

Customer Executives(Allahabad)

C.E.(Gazipur)

C.E.(varanasi)

C.E.(Mirzapur)


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MARKETING MANAGEMENT

STRUCTURE

Company

ASM GSM ASM

ASM Sales officersSales officers

Sales officers


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Market Size and Growth Rate

The particular features of markets is that of positioning And targeting of various brands

while Coca Brands of Coke is targeted at teenagers and its positioned as refreshment for

mind and body. The Thums-up brands are targeted at people in age group and are

positioned as fun drinks.

Soft Drink market size for Fyo0 was around 270 mm cases (6480 mm bottle). The market

which was witnessing 5-6% growth in the early 1905 and even slower growth at around

2-3% in the late 80s. Presently the market growth has slowed down with growth rate of 7-

8 per annum dawn with growth rate of 7-8% per annum compared to 22% growth rate in

the previous year. The market size for Fyo1 is expected to be 7000 mm bottles. The

markets growth of 22% till year target still due to high excise duty of 40% leading to

higher price of the end product. In terms of SKUS the market is Skewed towards 300 ml

which constitutes around 80-85% of the market rest in the form of other pack, size, But

with increasing occasion led and home refrigeration led consumption the sales of bigger

SKUs like more than1 liter pack size has increasing this has led to increase contribution

from pet bottles sales, upto 75% are in the Urban areas.

Another skewness is in terms of the time of the year when the consumption takes place.

Sales of soft of Drink Takes place during summer while just 5-6 % of the total sales take


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in the winter. In summer the high season starts for 70 75 days, which contributes more

than 50 % of the total years sales.

SHARE-OWNER INFORMATION

COMMON STOCK

Ticker symbol: KO

The Coca-Cola Company is one of 30 companies in the Dow.

Jones Industrial Average.

Share owners of record at year end : 365,189.

Shares outstanding at year end: 2.47 billion

STOCK EXCHANGES

Inside the United States:

Common stock listed and traded: New York Stock Exchange,

The principle market for our common stock.

Common stock traded: Boston, Chicago, Cincinnati, Pacific and Philadelphia stock

exchanges.

Outside the United States:

Common stock listed and traded: the German exchange in Frankfurt and the Swiss

exchange in Zurich.


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DIVIDENDS AND CASH INVESTMENT PLAN

The Dividend and Cash Investment Plan permits share owners of record to reinvest

dividends from Company stock in shares of the Coca-Cola Company. The plan provides a

convenient, economical and systematic method of acquiring additional shares of our

common stock. All share owners of record are eligible to participate. Share owners also

may purchase Company stock through voluntary cash investments of up to $125,000 per

year.

At year end, 76 percent of the Companys share owners of record were

participants in the Plan. In 2002, share owners invested $36.7 million in dividends and

$25.7 million in cash in the Plan.

If your shares are held in the street name by your broker and you are interested in

participating in the Dividend and Cash Investment Plan, you may have your broker

transfer the shares electronically to Equi Serve Company, N.A., through the direct

registration System.


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COCA-COLA FIRST BOTTLED

Coca-Cola began as a fountain. But candy merchant Joseph A.Bledenharn of

Mississippi was looking for a way to serve this refreshing this beverage at picnics. He

began offering bottled Coca-Cola, using syrup shipped from Atlanta, during an especially

busy summer in 1894.

In 1899, large scale bottling become possible when as Candler granted exclusive

bottling rights to Joseph b. Whitehead and Benjamin F. Thomas of Chattanooga,

Tennessee. The contract marked the beginning of the Coca-Cola Companys unique

independent bottling system that remains the foundation of companys Soft Drinks

Operation.

Back then, soda bottles were all very similar.and Coca-Cola had many

controllers, which consumers would be unable to identify until they took a sip.

The answer was to create a distinct bottle for Coca-Cola. As a result, the root glass

company developed the genuine Coca Cola. As a result, the root glass company

developed the genuine Coca Cola bottle with the contour shape known around the

world in 1915.


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BOTTLING AND QUALITY CONTROL

TODAY, Cokes products reach consumers and around the world through a vast

distribution network made up of local bottling companies. These bottlers are locked

around the world and most are in independent business. using concentrates and beverage

basis produced byCoca-Cola.

The Coca-Cola Company is committed to assist its bottlers with the functions of an

efficient bottling operation. Quality Control, monitored constantly by the company, is

necessary to produce high quality Soft drinks.

At TheCoca-Cola Company, quality is more than just something we taste, or see,

or measure or manage. Quality shows itself in our every action; it encompasses

everything we do. From processing to packaging to pouring, anything less than 100

percent quality beverages we can produce every time.

At The Coca-Cola Company, through our globally accepted and validated

manufacturing processes and Quality Management Systems, we ensure that our

manufacturing facilities are equipped to provide the consumer with the highest possible

quality beverage each time. Let us now take you through the processes and Quality

Assurance Programs followed by our world-class manufacturing facilities in India.


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Even before the plant is constructed, the site is selected based on the availability

of source water meeting the portability quality standards. At all our carbonated and non-

carbonated soft drink manufacturing locatins, the source water is tested for all

requirements of potable drinking water. Independent third party accredited laboratories

always conduct the analysis. The source water is then properly protected and re-tested

periodically to ensure conformance to portability standards.

The water us then drawn through sealed pipelines into the storage tanks in secured

water treatment areas of the manufacturing plant.

1. The first step in the manufacturing of soft drinks is the disinfections of water

using the globally approved procedure of chlorination. This treatment ensures the

destruction of microorganisms including pathogens and oxidation of heavy metal

ions and organic impurities.

2. The second step is the filtration at the molecular level, which is achieved either by

coagulation/flocculation or reverse osmosis. Contaminants commonly removed by

this process include :

- Dirt, clay and any other suspended matter in the water.

- Microbial matter (including bacteria, yeast, moulds. Virus, protozoa).

- Heavy metals and compounds, which may cause an off-taste.


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When coagulation/flocculation is used, colloidal materials and suspended

particles are removed by settling plus enhanced filtration multi-media. If

needed, alkalinity may also be achieved by lime softening or ion exchange

filters.

3. The third step to stop potential contaminants is water purification using granular

activated carbon filters. The granular activated carbon, with its large and porous

surface area, ensures effective removal of trace levels of organic compounds

(including pesticides and herbicides), color, off-taste and odor-causing

compounds using he principle of absorption.

4. The last step is polishing filtration, which is passing water through high efficiency

5-micron filters to ensure every drop of treated water is free from any activated

carbon fines and is safe for use in beverages

An employee operates a proportioned where the syrup, carbon-dioxide and water are

blended


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TRADE MARK

Cokes trademark are our most valuable assets. The trademark Coca-Cola was

registered with the U.S. Patent and Trademark office in 1893, followed by Coke in

1945. Coke was granted registration by the U.S. Patent and trademark office in 1977.

In 1982 the Coca Cola Company introduced diet coke to U.S. consumers, making the

first extension of companys most precious trademark to another products. Later year

saw the introduction of additional products bearing the Coca Cola name, which now

encompasses a powerful line of seven (7) Cola Products.

PRODUCT ADVANCEMENT

In 1985, a new Cola emerged from laboratory research. Through internal

evaluation and thousands of blind taste tests, consumers said they preferred it to both

Coca Cola and its primary competitors. As a result in April 1985, the Company

proudly introduced the new taste of Coke.

The First change in the secret formula since the product was created in 1886. the

launch of coke with the new taste took place in the U.S. and Canada. Consumers

responded with an unprecedented and now famous outpouring of loyalty and

affection for the original formula, and the company listened. In july 1985, the original

formulated of Coca Cola classic became, and still remains, the nations top selling soft

drinks.


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VISION OF THE COCA COLA INDIA

Provide exceptional strategic leadership in the Coca Cola India system resulting in

consumer and customer preference and loyalty, through Coca Colas commitment to

them, and in a highly profitable Coca Cola corporate branded beverage system.

MISSION OF COCA COLA INDIA

Create consumer products, services and communications, customer service and

bottling system strategies, processes and tools in order to create competitive

advantage and superior value to :

Consumers as a superior beverage experience.

Consumers as an opportunity to grow profits through the use of finished drinks.

Bottlers as an opportunity to grow profit and volume.

Suppliers as an opportunity to make reasonable profits when creating real value

added in an environment system wide teamwork.

CCI associates as superior career opportunity.

Indian Society in the form of a contribution to economic and social development.


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Mission, Vision & Values 2020

The world is changing all around us. To continue to thrive as a business over the next ten

years and beyond, we must look ahead, understand the trends and forces that will shape

our business in the future and move swiftly to prepare for what's to come. We must get

ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term

destination for our business and provides us with a "Roadmap" for winning together with

our bottler partners.

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a

company and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Our Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our

business by describing what we need to accomplish in order to continue achieving

sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support


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sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to

make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future

Collaboration: Leverage collective genius

Integrity: Be real

Accountability: If it is to be, it's up to me

Pasion: Committed in heart and mind

Diversity: As inclusive as our brands

Quality: What we do, we do well

Focus on the Market

Focus on needs of our consumers, customers and franchise partners

Get out into the market and listen, observe and learn

Possess a world view


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Focus on execution in the marketplace every day

Be insatiably curious

Work Smart

Act with urgency

Remain responsive to change

Have the courage to change course when needed

Remain constructively discontent

Work efficientlyAct Like Owners

Be accountable for our actions and inactions

Steward system assets and focus on building value

Reward our people for taking risks and finding better ways to solve problems

Learn from our outcomes -- what worked and what didnt

COCA COLA IN INDIA


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The Coca Cola Company entered India in early 1950s. the company set up its four

bottling plant in India i.e. Bombay, Calcutta, Kanpur, Delhi.

In 1950s as there were negligible companies in the Indian market therefore Coca

Cola did not faced much competition in the market and accept by the Indian market

very easily. All age groups accepted this brand. The full credit must go to Coca Cola

for making soft drinks popular in India; by the end of 1977 Coca Cola has captured

more than 45% of market share in India. Then Coca Cola left India following public

disputes over share holding structure to Indians about close operation by may

5,1978, yet strangely enough the companys operation came to an end in July 1977.

Coca Cola came back in Indian Market after Liberalization and start manufacturing in

Agra with the Slogan OLD WAVE HAS COME TO INDIA AGAIN. At that

time PARLE was the leader in the soft drink market and had more than 60% of the

total market share of soft drinks. Coca Cola joined hands with Parle and entered India

after 17 years. By striking a $40 million

deal with Parle, Coke almost made a clear sweep and made its goal as To Become

An All Time All Occasion Drink Not A Special Treat Beverage. A present the

CEO of the Coca Cola India is Mr. Alexander Bon Bhor.

In the year 1977 Coca Cola left India Market and this brought in an opportunity for

various indiann companies to show their caliber. At this time Parle product named

Thums-Up introduced in the market as a new soft drink. This was a Coca Cola drink,

which had a burnt sugar color.

This drink was introduced with a saying HAPPY DAYS ARE HERE AGAIN.

There was another company names Pure Drinks, which introduced a Soft Drink

named Campa-Cola in Orange and Lemon Flavors.


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Just after this many companies entered the Indian Soft Drinks market. A company

Modern Bakers has introduced a soft drink name Double7. Another company Mohan

Meakins also came with a soft drink names Mary & Puch-up. Mc Dowell came with

Thrill, Rush and Sprint.

Previously there was no competition in the Indian soft drinks Market but with all

these companies coming to the Indian market a huge competition was taking place

with high voltage advertisement. But in the year 1988 Pepsi was given permission to

sell its soft drinks in India.

SOFT DRINKS INDUSTRY IN INDIA


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In todays world when competition is heating up and everybody is trying to establish their

supremacy over others in soft drink industry. It has become so important for companies

to satisfy consumer properly.

In Soft Drinks industry oligopoly type of market situated is going on but there are

only two major players. Generally they give competition to each other but in some place

and in some segments they have to face stiff competition from local beverages.

Basically 3500 crore and 206 million cases soft drink consist of two segments

Cola segments and non-cola segment. Cola segment accounts for 63% and non-cola

segment 37%. The total industry in growing at a constant rate of 24%. Constant rate

become one of two major players mission is to expand the market because they think by

expanding market the market can grow at faster rate; simultaneously it can have a slight

edge over the competitor players are adopting some ethical and unethical tactics.

PRODUCT AND QUALITY


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Coca Cola acquired Parle all the brand at a sum of 300 crore and now coke has

formulated a policy to acquire the plant of bottles instead of making franchise. On

this step Coke first acquired Parle Delhi and Bombay Plant in 250 crores. Coca Cola

also acquired Schweppes nearly all the brand except one for the sake of maintaining

on step lead.

Leading Indian brands Thums Up, Limca, Maaza, join the Companys

international family of brands including Coca-Cola, Diet Coke, Sprite, Fanta and

one hot product i.e. Georgia tea or coffee product range.

OurKinley water brand was launched in 2000.

In 2001, our energy drink Shock ad our first powdered concentrate, Sunfill, hit the

market.

Annual per capita consumption of soft drinks in India is nine 8-ounce servings.

We monitor our success through our customer and consumer feedback and our in-

trade monitoring programmes, and this information enables us to continuously

improve our already demanding systems.

The Company ranking up first in the introduction ofcanned and PET soft

drinks, vending machines and backpack diepensers for crowds of cricket

supporters.

The Coca-Cola system adheres not only to national laws on food processing and

labeling,but also to our own strict standards for exceptional quality.


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In everything we do, from the selection of ingredients to the production of our

beverages and their delivery to the market place, we use our specialized quality

management system, The Coca-Cola Quality System, to ensure that we are

offering consumers only the highest quality products.


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ADVERTISEMENT AND CAMPAIGN

IN INDIA

Mainly Movies, music, Cricket and Food can Influence Indian Consumer so companies

are encashing this situation very well by revolving campaign around these things. E.g. inn

Cola segment some sort of war is being raked with celebrates identification as weapon

such as Coca Cola has encashed Aamir Khan, Hrithik Roshan, Aishwarya Rai, Virendra

Sehwag, Sunil Gavaskar, Akshay Kumar, Rani Mukherjee etc. on the other hand our

Competitor Pepsi is going for celebrities like Sachin, Amitabh, Sharukh Khan, Kajol,

Kareena etc. These celebrities are drawing customer attraction towards the product.

In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the

Year awards for the Thanda Matlab Coca-Cola all-media campaign award. There

other most lovable advertisement is Ramuji (Aishwarya Rai ke sang photo

khichyange yo), and Mannobhabhi aid. These lavishing advertisement are attracting

customer towards they product. They attractive promos, organizing Cricket

Tournaments and organizing Music Concerts give the company a perfect platform to

stay in the market.


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BOARDOF

DIRECTORS


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Seated, left to right:James D. Robinson IIIGeneral Partner of RREVenture

(A private informationtechnologyventure investment firm),President of JD Robinson,Inc.(a strategic advising firm)andChairman of Violy,Byorum & partnersHoldings, LLC (a PrivateFirm specializing advisory andinvestment banking activities

in LatinAmerica)

Warren E. BuffettChairman of the BoardAndChief Executive OfficerOfBerkshire Hathaway Inc.(a diversified holding

company)

Paul F. OrefficeRetired Chairman of theBoard of Directors and Chiefexecutive Officer

OfThe Dow ChemicalCompany

Douglas N. DaftChairman of the CoardAndChief executive officerOf The Coca-Cola Company

Herbert A. AllenManaging Director ofAllen & Company LLC andPresident, Chief ExecutiveOfficer,Director and ManagingDirector ofAllen & CompanyIncorporated(Privately held investmentfirms)

Cathleen P. BlackPresident of HearstMagazines

Susan Bennett KingChairman of the Board of TheLeadership initiative. SansfordInstitute of Public policy,

Duke University (non-profitcorporation for leadershipeducation)

Barry DillerChairman of the BoardandChief Executive OfficerOfUSA Interactive(an interactive commerce

company)

Robert L. nardelliChairman of the Board.President and chief Executive

Officer ofThe Home Depot, Inc.


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THE BOARD OF DIRECTORS OF THE COCA-COLA

COMPANY PROMOTES FOUR EXECUTIVES

ATLANTA, July 23, 2008 - The Board of Directors of The Coca-Cola Company elected

Joseph Tripodi as executive vice president, Harry Anderson as senior vice president,

Kathy Waller as controller and appointed Connie McDaniel as chief of Internal Audit.

Mr. Tripodi serves as the Companys chief marketing and commercial officer. Prior to

joining the Company in 2007, Mr. Tripodi was the senior vice president and chief

marketing officer for Allstate Insurance Co. Previously, Mr. Tripodi was chief marketing

officer for The Bank of New York. He served as chief marketing officer for Seagram

Spirits & Wine Group from 1999 to 2002. From 1989 to 1998, he was the executive vice

president for global marketing, products and services for MasterCard International. Mr.

Tripodi has an undergraduate degree in economics from Harvard University and a

masters degree from The London School of Economics.

Mr. Anderson was named head of Global Business and Technology Services in June.

Prior to this role, he served as controller for the Company. Mr. Anderson joined the

Company in 2001, and in 2003, he was named vice president and director of Supply

Chain and Manufacturing Management. He served as chief financial officer of Coca-Cola

North America from 2004-2007. Before joining the Company, he served in roles of

increasing responsibility at Turner Broadcasting System, Inc., where he was executive

vice president of Finance and Operations for Turner Entertainment Group. Prior to his

roles at Turner Broadcasting, Mr. Anderson worked in Audit and Accounting Services at

Price Waterhouse. He has a bachelor's degree in accounting from the University of

Alabama.


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Before this role, Ms. Waller served as chief of internal audit. She is a Certified Public

Accountant who joined the Company in 1987 as a senior accountant in the Accounting

Research Department. Three years later, she became principal accountant for the

Northeast Europe/Africa Group and, in 1991, she became marketing controller for the

McDonalds Group. Ms. Waller was then named financial services manager for the

Africa Group and The Minute Maid Company in 1996. She served as the director of

Financial Reporting from 1998 to 2004. Prior to joining the Company, Ms. Waller

worked for the firm now known as Deloitte Touche Tohmatsu. She received her

bachelors and masters degrees from the University of Rochester in New York.

Ms. McDaniel, most recently head of Global Finance Transformation, has played an

instrumental role in leading the finance transformation at the Company over the last two

years. Previously, Ms. McDaniel served as controller, a role held from 1999 to 2007.

Prior to that, she served in other critical leadership roles including division finance

manager of Germany, division finance manager of the Southeast and West Asia Division,

and director of Financial Reporting. Before joining the Company, Ms. McDaniel spent

nine years at Ernst & Young. She has a bachelor's degree in accounting from Georgia

State University and is a Certified Public Accountant.

Both Ms. Waller and Ms. McDaniel are vice presidents of the Company. Their new roles

become effective August 1.

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,

refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-

Cola, recognized as the world's most valuable brand, the Company's portfolio includes

12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola

Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally.


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Product groups

Tangible and Intangible Products

Products can be classified as tangible or intangible. [11] A tangible product is any physical

product like a computer, automobile, etc. An intangible product is a non-physical product

like an insurance policy.

Categories

In its online product catalog, retailerSears, Roebuck and Company divides its products

into departments, then presents products to shoppers according to (1) function or (2)

brand. Each product has a Sears item number and a manufacturer's model number. The

departments and product groupings that Searss uses are intended to help customers

browse products by function or brand within a traditional department store structure.

Sizes and colours

A catalog number, especially for clothing, may group sizes and colors. When ordering the

product, the customer specifies size, color and other variables. example: you walk into a

store and see a group of shoes and in that group are sections of different colors of that

type of shoe and sizes for that shoe to satisfy your need.

Product line

A product line is "a group of products that are closely related, either because they

function in a similar manner, are sold to the same customer groups, are marketed through

the same types of outlets, or fall within given price ranges."
http://en.wikipedia.org/wiki/Product_(business)#cite_note-10%23cite_note-10http://en.wikipedia.org/wiki/Sears,_Roebuck_and_Companyhttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Sears,_Roebuck_and_Companyhttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Product_(business)#cite_note-10%23cite_note-10


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Many businesses offer a range of product lines which may be unique to a single

organization or may be common across the business's industry. In 2002 the US Census

compiled revenue figures for the finance and insurance industry by various product lines

such as "accident, health and medical insurance premiums" and "income from secured

consumer loans". Within the insurance industry, product lines are indicated by the type of

risk coverage, such as auto insurance, commercial insurance and life insurance.

Active, Healthy Living:-

As a Company, we care about people's health and well-being and want to make a positive

difference in people's lives, both physically and emotionally. We aspire to help people

lead active, healthy lifestyles through the beverages we produce and how we market

them, the nutritional information we provide and our support of programs that encourage

active living.

There is increasing concern about obesity. While there are many factors involved in

obesity, the fundamental cause is an imbalance between calories consumed and calories

expended. We are playing a leading role together with our partners and other stakeholders

in identifying and implementing solutions to address issues of obesity as they affect

consumers and our industry.

In India, we indirectly create employment for more than 125,000
http://en.wikipedia.org/wiki/Insurancehttp://en.wikipedia.org/wiki/Auto_insurancehttp://en.wikipedia.org/w/index.php?title=Commercial_insurance&action=edit&redlink=1http://en.wikipedia.org/wiki/Life_insurancehttp://en.wikipedia.org/wiki/Insurancehttp://en.wikipedia.org/wiki/Auto_insurancehttp://en.wikipedia.org/w/index.php?title=Commercial_insurance&action=edit&redlink=1http://en.wikipedia.org/wiki/Life_insurance


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BRANDS PROFILE

Study Of the Product

A product line is a group o0f product that are closely related because they perform

a similar function are sold to the same customer group are marketed through the same

channel or fall within given price range.

Serial No. Product Flavour Colour1 Coca Cola Cola Caranel

2 Thumsup Cola Brunt sugar

3 Fanta Orange Orange

4 Limca Lemon Tetrazin

5 Mazza Mango(juicy) Mangoish yellow

6 Sprite Lemon Tetrazin

7 Kinely Water Mineral Transparent

8 Kinley-soda ------------ -------------

9 M.M.P.O. Juice Mangoish yellow

Coca Cola Company provides six brands of soft drinks. In all brands Coca-Cola one is

Soda, Second Minerals water and other are running successfully in the

markets.

Now here we will discuss about the market shares of each brands of soft drinks.

Quantity Details of all brands of Soft Drinks are given as below of the Coca Cola

Company.


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RROND ORDERS OF THE COMPANY:-

C O L O J K

CO - Coca Coca-cola, Thums upL - Lemon Sprite, LimcaO - Orange Fanta,J - Juicy Maaza, MMPO

K - Kinley Kinley Water, Kinley Soda

S.D. Quantity

1. Thums up 200ml, 300ml, 600ml, 2 lit, 330ml cane

2. Coca Cola 200ml, 300ml, 600ml, 2 Liter,330ml cane

3. Fanta 200ml, 300ml, 600ml, 2 Liter,330ml cane

4. Limca 200ml, 300ml, 600ml, 2 Liter,330ml cane

5. Mazza 600ml, 1200ml, tetra/250 pet

6. Sprite 200ml, 300ml, 600ml, 2 Liter,330ml cane

7. Soda 300ml, 600ml, 1liter

8. Water 1 liter.


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PRODUCT PROFILE OF THE COMPANY

There are six most important brands of Coca-Cola named as following :

These six brands are different in taste, flavors and also in their colors:

1.Coca-Cola :-

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

of consumer. This is a cash cow brand for the company in terms of sales revenue.

Coke is available in market different size like 200ML, 300ML, 600ML(PET) and

2000ML(PET).

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 introduced in 1886, patented in 1887,

registered as a trademark in 1893 and by 1895 it was being sold in every state and

territory in the United States. In 1899, The Coca-Cola Company began franchised

bottling operations in the United States. Coca-Cola might owe its origins to the

United States, but its popularity has made it truly universal. Today, you can find

Coca-Cola in virtually every part of the world.


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2. Thums Up :-

Thums Up is also considered to be a cola drink. It is hard in comparison to

Coke. All sections of consumers but especially to teenagers prefer it. It is big sauce of

company to cash its publicity. Thums Up is available in market different size like-

200ML, 300ML, 600ML(PET) and 2000ML(PET).

Coco cola offers thumbs up. This soft drink is a leading carbonated drink and the

most trusted brand in india. It has a strong cola taste with an exciting personality.

Thumbs up is know for its strong, fizzy taste with its confident, mature and uniquely

masculine attitude. This brand clearly seeks to separate men from boys. Coco Cola India

Offers Thumbs Up. This Soft Drink Is A Leading Carbonated Drink And The Most

Trusted Brand In India

3. 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. Children and women generally prefer it. Limca is available in

market different size like- 200ML, 300ML, 600ML(PET) and 2000ML(PET).

Coco cola india offers limca. Lime n` lemoni limca is a tangy refreshing spell

with original thrust choice of million consumers over 3 decades. The brand has been

displaying healthy volume growth year on year and limca continues to be amongst the


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leading flavour soft drink in the country. The sharp fizz and lemony bite combined with

the single minded positioning of the brand as the ultimate refresher that has continuously

strengthens the brand. This soft drink energises, refreshes and transforms.

4. Fanta :-

Fanta is coming in orange flavor. Children and women prefer it. Fanta is

available in market different size like- 200ML, 300ML, 600ML(PET) and

2000ML(PE Fanta was introduced in the United States in 1960. 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 its bright color, bold fruit taste and tingly

carbonation.T).


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5. Maaza :-

Maaza is considered to be juicy soft drink because it contains mango pulp.

This soft drink is preferred by different segments of consumers. Maaza is available in

market 250ML size. And the tetra pack of 160ml and 1ltr pet also.

6. Sprite :-

In order to complete with 7UP a brand of Pepsi in the area of Plain lemon,

this product is launched by Coca-Cola. Sprite is available in market different size

like- 200ML,

Coco cola india offers sprite. This soft drink was launched in 1999 and today

worldwide it ranks as the no.4 soft drink and sold in more that 190 counties. It has

grown to be one of the fastest growing soft drink, leading the clear lime

category.300ML, 600ML(PET) and 2000ML(PET).


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7.KINLEY WATER

Water, a thirst quencher that refreshes, a l i fe giving force that

washes all the toxins away. A ritual purifier that cleanses, purifies,

transforms. Water, the most basic need of life, the very sustenance

of life, a celebration of itself.

The importance of water can never be understood. Part icularly in anation such as India where water governs the lives of the millions,

be i t as part of everyday r i tuals or as the monsoon which gives

life to the sub-continent.

Kinley water comes with the assurance of safety from the Coca-

Cola Company. That i s why we int roduced Kinley wi th reverse

osmosis along with the latest technology to ensure the puri ty of

our product . Thats why we go through r igorous test ing procedure

at each and every location where Kinley is produced.


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PRODUCT VALIDITY:-

The time in which product is good for human is Product Validity.

After manufacturing till the Dispatch Out Date is product validity.

B.B.D. - Best Before Date ,

R.G.B. - Returnable Glass Bottle,

P.E.T. - Poly Ethylene Teramide.

B.B.D.

R.G.B.

( 3 Months )

P.E.T.(2 Months )

Maaza/Tetra Pack

(6th Months)


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21Jaipur Jaipur bottling pant

22. Jamshedpur Jamshedpur bottling plant

23. Jodhpur United soft drink

24. Ghaziabad Monn Beverage

25. Kanpur Jai Hind Bottling

26. Hamman Sri Saravaraya sugars

27. Kurnool Bharat Coca Cola Bottling S.E.

28. Lucknow Brindawan Bottling

29. Ludhianna Ludhianna Beverage

30. Madurai Madurai Soft Drinks

31. Manglore Soupanaca Beverage

32. Mumbai Parle Beverage

33. Nagpur Superior Drinks

34. Najibabad Hindustan Coca Cola Bottling.

35. Nasik Nasik Beverage

36. Nellore Pinakini Beverage

37. Patalaganga Hindustan Coca Cola Bottling

38. Patna Hindustan Coca Cola Bottling

39. Sahibabad Coolade beverage

40. Surat Surat Beverage

41. Tarapur Double Cola Beverage

42. Taratala Black Diamond Beverage

No. LOCATION

BOTTLING PLANTS1. Ahemdabad Amritsar Beverages

2. Amritsar Amritsar Beverages

3. AuranAgabad Waluj Beverages

4. Bangalore Brindavan Beverages

5. Bareilly Hindustan Coca Cola Bottling

6. Bhopal Vishal Beverage

7. Bhuvaneshwar Munna Drinks

8. Bilaspur Narmada Drinks

9. Calicut Madarui Soft Drinks

10. Chandigarh Kanhari Beverage

11. Chandigarh Cheenai Bottling

12. Dankuni Black Diamond Beverage

13. Delhi Delhi Bottlers

14. Faizabad Amrit Bottlers

15. GangaNagar Sro Ganga Nagar bottling

16. Gantur Model Bottling

17. Gurgaon Enrich Agra Food Product

18. Guwahat Associated Beverage

19. Hathras Brindawan

20. Indore Indore bottling plant


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43. Trivandrum Hind Coca Cola Bottling S.W.

45. Udaipur Mewar Bottling

46. Varanasi Hinndustan Coca Cola Beverage

47. Vijaywada Vijaywada Bottling


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A WAY OF SUCCESS OF COCA-COLA

YEAR DEVELOPMENT

1893.1894 Coca-Cola registered at the US patent office.

1899 Bottled and sold by Mississippi perchants.

1900 Coca-Cola bottling plant came up in Chattanooga,Tennessee and Atlanta.

1919 Robert woodruff acquired it.

1920 There came into existence around 1000 bottling Plants.

1960 A new aerated drink Fanta appeared on the shelves of

market.

1961 Lemon drink Sprite was launched in USA.

1963 A one-calorie cola drink TAB was launched.

1966 A low calorie Citrus drink was launched.

1982 Coca-Cola Company launched Diet Coke fo health

conscious drink.

1985 Coke had launched with new formula to coke preparation

having sweeter taste.

1991 Coke decided on more creative advertising for the worth

200 million(700 crore)

1993 Coca-Cola re-entered to India.

1997-98 80,000 Coolers were provided at the outlets in India.

1999-00 Pet Bottle of 2Lt. was launched.

2001 Mineral water Kinley was launched.

2002 Thums Up 200ml was launched.

2002 Sunfill was launched.

2003 A coffee named Georgia is launched.

2004 Maaza tetra pack was launched.

2005 1 ltr Mazza was launched.


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2009 200ml maaza was launched.

PACKAGE SIZES

In 1993 Coca Cola has introduced 300 ml returnable Glass Bottles(RGB) , while

maintaining the price at Rs.5, which was offered by the industry for 250ml RGB. The rest

of the industry was forced to follow CCIs example and upgrade to 300ml.

The focus of CCI was to offer consumer better value of price, and this has

remained the cornerstone of CCIs strategy in India. Specially designed pallet loading

trucks have improved distribution efficiencies. Introducing full depth plastic crates when

the industry was used to half depth wooden crates has reduced bottle scuffing and

breakages drastically.

At present CCIs brand are available in a host of package sizes. These include

200ml, 300ml, 600ml, and 2000ml PET and 330ml cans. The 200ml package was

introduced in March 1996, and was positioned to capitalize the potential of the rural and

semi-urban markets of India. Coca-Cola India was the first drink company in the country

to launch cans.


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Coca Cola and Fanta marked the beginning of the can revolution when launched

in cans just before the World Cup Cricket in January 1996 followed by Thums Up and

Limca in May 1996. The launch of cans in India brought India on par with international

packaging standards in the soft drink industry the world over and opened up a new

dimension in providing the consumers with a convenient, mobile, single serve

consumption package.

Consumer benefit from 11 more brand package combinations being made

available to them led by the successful,, first ever launch of Cans and PET.

The subsequent introduction of 600ml and 2 liter RGBs with superior tamper

evident, leakage-proof and child-safe Plastic Closures represented a technological leap

over the mental closures previously used by the rest of the soft drink industry.

All the national brands i.e. Coca-Cola ,Fanta, Thums Up and Limca are available

in the entire above package sizes.

The regional brands i.e. Coke, Sprite and Maaza are available in 300ml RGB. In

1996 coke also saw the pioneering of Coca-Cola on the Go Back pack Dispensers for

in-stadium use during the Wills World Cup and Can Vending Machines in India. Both of

these are widely used across the country now. Inn year 2004-2005 the company moves to

sell they Maaza tetra Pack and 1ltr party pack to they customer.


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INNOVATION

At the leading edge of the beverage industry for over a century, the Coca-Cola

Company system in India also introduced a series of innovation in the areas of

production, distribution and marketing never seen before in India.

MARKETING

Image-enhanced graphics on signage retail outlet walls and delivery vehicles.

Trademarked tricycles and pushcarts with umbrellas, covering thousands of

mobile outlets.

Leading edge merchandising equipment, including icebox coolers that allows

small retailers to services ice-cold soft drinks.

Training for retailers in merchandising techniques, such as product placement.

Large single and refillable-glassed bottles, offering consumers more value.

Georgia Green refillable glass bottles produces for the first time in India to

differentiate the brand.

Dynamic PC-based/driven electronic outdoor signage.


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DISTRIBUTION

The distribution networks of Coca- Cola had 6.5 Lakhs retailers across the country in FY00

which the company is planning to increase to 8 lakhs by FY01 on the other

hand PepsiCos distribution networks had 6 lakh retailers across the

country during FY00 which it is planning to increasing to 7.5 lakhs by

FY01.

There are two marketing channels involved in the transfer of product from the producer

to the consumer. The intermediaries involved in the transfer are distributor and retailers.

DISTRIBUTION :

They are appointed agents of the company who make order to the company by

paying in advance through drafts, stocks the products in their godowns and provides

delivery with a team of salesman and derivers. They are allowed to sell company

products to the retailers in a specified area. This area is divided into routes by the

company. Each route is covered by one unit i.e. one delivery van, one salesman, one

drivers, one helper etc. these units and godowns are their main investments.

The company evaluate its distributor at the end of the year and makes plans for the next

year. Company fixes the targets for each distributor according to markets size, potential

last year sales growth assumption is based on deposit of empties. Distributors are

awarded with a fair margin of 9 % For their services company also offers many gifts like

briefcase handbags, T-shirts, Caps etc to encourage the distributor before appointing

them. If the distributor is not complying with the condition of these agreements, company

may reduce the area of distributors or may even terminate the relationship


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RETAILER :

The sale of particular soft drinks depend a lot entirely on retailers wish. For instance if

he does not keep Pepsi Cola and If his shop is at the prime location them certainly the

customer will turn towards others other Cola Drinks etc. This all goes to prove that

retailers are kings. So retailers require special focus from the Company. PepsiCo helps

the retailers to serve its customers better by providing good margin to them for storing its

product using merchandisting to improve in store product displays.

PepsiCo not only sell the flavor but also tries to sell the glass bottles and crates to the

retailer so that retailer can maintain adequate amount of ready stocks and quick rotation

of glass bottle could be facilitated. PepsiCo provides a fair margin of Rs. 24% per crates

to the retailers.

Full-depth stackable plastic crates, in bright red with Coca-Cola trademark.

New six and ten ton closed bay route trucks, loaded by forklift with standardized

pallets of multiple crates permitting more efficient distribution.

New three-wheeled vehicles open bay, for city/alley distribution.


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COOLING FACILITIES AT RETAILERS

The Company has distributed 3,000 cooling approach at the Retailers. The Company has

purchased these coolers from six different companies out of which few also provide

maintaince services. The companies are Alwyn, Carrier, Kelvinator, Konark and

Helchama.

In India 80% soft drink is consumed at the retailers and the rest 20% is consumed at

homes, this requires the soft drink manufacturer to provide adequate cooling facilities at

the outlets to make the soft drink, ready to serve to the consumer. PepsiCo Company

wants to serve its consumers with finished products. The company supplies final products

to the retailer and it is retail retailers where the products is transformed into finished

product while serving the chilled soft drink to customer

The company has also installed deep freezers models of 100 let, 250 lit and 1000 lit. these

cooling equipment are the property of the Company which are installed at retailers to

serve the customer. They are installed at those retailers, which have a deposit of 1 crates

of empties upon each 10 liter capacity of the order and a potential of selling four crates

annually on each liter capacity of the cooler. The retailers are required to keep only Pepsi

product in these coolers.

The capacity of coolers very from 65 liters to 330 liters. Most of the models have a

transparent door, which makes the products visible. These models are called VISI

coolers.


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COCA COLA TODAY

Today, Coca Cola is one of the worlds top ten most valuable brands makers.

Today, a world wide web of local bottlers supplies coke to over two million retail

outlets, which constitute more than 194 countries.

After entering in 1993 in India. The Coca Cola, American Company made a striking

entry in the India Cola Market.

Coca Cola started its operation in India by the name Coca Cola India (CCI) with its

head office at Nehru Place, New Delhi and is looking after all its franchises

operated/ owned bottling operatins.

Today, Coca Cola has around 50 bottling plants all over India. Where some of them

have been taken/owned y CCI.

Coca Cola has also established a tin manufacturing plant at Puna at the expense of

2200 crore from which tin packs are supplied to all bottling plant.


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Research Methodology

OBJECTIVE OF RESEARCH

TO STUDY FUTURE PLAN & CHANGE

TO IDENTIFYING AND UNDERSTANDING THE MARKET PROBLEM

WHAT IS THE MARKET SHARE OF COKE IN COLD DRINK MARKET

Definitions Research Methodology is way to systematically solve the research

problem. Research Methodology has many dimension and research methods constitute a

part of the research methodology. Thus research methodology does not only talk of

research methods but also considered the logic behind the methods used in the context of

research study and explain why we are using particular and technique or method and why

we are not using other so that research results are capable of being evaluated either by the

researcher himself or by other.

Research Methodology can be expressed and explained to research process.

Research Process is a sequential description of the entire research work including

research methodology.


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Review the Literature

[Research Process Flow Chart]

Where

F - Feedback

FF - Feed Forwards

Research process consists of series of the action or step necessary to effectively

carryout research and desired sequencing of these steps- -

Problem Identification

Developing the hypothesis

Research Design

Collecting the data

Execution of the project

Analysis of data

Hypothesis testing

Generalization& interpretation

D e f i n e

R e s e a r c h

P r o b l e m

R e v i e w C o n c e p t T h e o r i e s

R e v i e w P r e v i o u sR e s e a r c h f i n d i n g

F o r m u l a t e

H y p o t h e s i s

D e s i g n

R e s e a r c h

C o l l e c t e d

D a t aA n a l y s i s

D a t a

I n t e r

&R e p


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Preparation of the report or presentation of the report

Suggestion

Bibliography

Research Methodology Consist of the following Steps

1. Research Design

2. Data Collection

RESEARCH DESIGN

Definitions: -

A Research Design is the arrangement of conditions for collection and

Analysis of Data in a Manner that aims to combined relevance to the research purpose

with economy in Procedure

Research process should be clearly defined as

Research Design is a Plan, Structure and Strategy of the investigation concord

so as to find answer to research problem and to control to variance.

Plan : Out line of Research Project.

Structure: More Specified Out line

Strategy : Method of the Collection Data.


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In have used exploratly techniques because through the level of retailers satisfaction. I

have been trying to find out the Glass strength (Filled Stock + Cooling Stock + Pet Stock

+ Glass Strength) of Pepsi in Eastern region of Allahabad city as well as coolers provides

by the company (PepsiCo) to the retailers.

Sampling Plan :

I have used the area sampling methods in my project report.

Sample Area:

I have covered the faizabad city.

Sample Size:

I have covered the many retailers of faizabad city.

Research Tools:

The two tools of survey are with closed ended questionnaire, which is provided by the

Company. Interviewed methods is done with the help of surveys checklists and the

interview method is done with the help of closed needed Questionnaire.

Stastical Tools:

I used simple percentage formula for finding the share of coke and used charts and graph

analysis.


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DATA COLLECTION (Sources)

Data is collected by Primary and Secondary Data Sources . . . . .

Primary Data:

Marketing Research project involves direct interviews with retailers to

get the ideas as to how the retailers feel about the services of the company.

Secondary Data:

Secondary data consists of information that is already exiting

somewhere, having been collected for another purpose by somebody else. It can be

obtained from published source. It offers that advantage of low cost and ready

availability, but many times the data may not be complete of inaccurate. In this case, I

was considered to collect the primary data, which proved to be more accurate. This was

done by face-to-face interview of the retailers.

Secondary Data Sources are as follows:

Company Profile (Company

Site)

Group Profile

Through News Paper and

Magazines


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Type Of Outlets

Analysis:

The above table and pie graph shows the regarding types of retailers whichwere covered in the way we can see that the percentage of the General stores are 50.32%,and Pan Shop are 20.26%, Canteen are 1.31% and P.C.O 7.19%, Medical Stores 7.84%,Sweet House 11.11% and Dairy are 1.96%.

Outlets Satisfaction and Dissatisfaction: -

General Store 77 50.32%

Pan Shop 31 20.26%

Canteen 02 1.31%

P.C.O. 11 7.19%

Medical Store 12 7.84%

Sweet House 17 11.11%

Dairy 03 1.96%

Type Of Outlets Number Percentage

Types of the OUTLET'S

General Store

51%

Pan Shop

20%

Canteen

1%

P.C.O.

7%

Medical Store

8%

Sweet House

11%

Dairy

2%

General Store

Pan Shop

Canteen

P.C.O.

Medical Store

Sweet House

Dairy


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Analysis:

Number Percentage

Satisfaction 42 44.68%Dissatisfaction 52 55.32%

Satisfaction and Dissatisfaction

Satisfaction

45%

Documents

Amit Kr Verma Coke