Deeksha Report Coca Colacocacola

8/17/2019 Deeksha Report Coca Colacocacola

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RESEARCH PROJECT REPORTON

“A STUDY OF EMPLOYEES AWARENESS & COMPLIANCETOWARDS VARIOUS SAFETY MEASURE(A CASE OF

BRINDAVAN BEVERAGES”SESSION :( 201!201"#

S$%')* '+ ,-.'-/ $/'//)+ ) *)3.))

MASTER OF BUSINESS ADMINISTRATION

Dr A.P.J. ABDUL KALAM UNIVERSITY

SUBMITTED TO: SUBMITTED BY:

MR44GAURAV SA5ENA DEE6SHA 6HANNA

MBA:II YEAR

FUTURE INSTITUTE OF MANAGEMENT

AND TECHNOLOGY7BAREILLY


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S$%')* :

Faculty Guide Company Guide

Mrs. Durga Taksande Mrs. Swapnili Tiwari

S.I.B.M Assistant Finance

Vadgaon Manager

Pune Hindustan Coca Cola

Beverages Pvt. td.

!anpur


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T-%/) C+)+8

". Introduction#########################

"." $%&ectives#######################

"."." Pri'ar( $%&ectives################....

".".) Secondar( $%&ectives################

".) Met*odolog(#####################..

".)." +nderstanding P*ase################

".).) Anal(sis P*ase##################.

".)., Interpretation P*ase################.

). Hindustan Coca-cola Beverages Pvt. td#############.

)." Co'pan( Proile#...##################.

).) Co'petitor Anal(sis###################

)., Current Market Situation...################

)./ Factors Aecting Business. .........###########........

).0 Products and Pack Si1es##############..##.

,. Clai' Process

,." Introduction

,.) I'portance o clai's

,., Clai' strateg(

,./ 2orking o clai's

/. Freig*t Pa(a%le###..###.###############.......

0. Coke Penetration in 3ural Market#.###############.

4. Advertise'ent########################

5. Vision 6 eaders*ip......................................................................................

7. Manuacturing Process....####################.


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7." 2ater Treat'ent######.....#############

7.) S(rup Preparation####...############......#..

7., Container 2as*ing##. #################

7./ Mi8ing Proportioning#######..###########

7.0 Filling 6 Crowning###################..

7.4 Final Inspection######....#...############.

7.5 Managing t*e 2aste 2ater####...#######.###.#

7.7 Market 6 Custo'ers### ####...#######.####

7.9 Suppliers and $t*er Business Partners..#######.###.#

7.": ;'plo(ees< Plants 6 Mac*iner(####...#######.##..

9. S2$T Anal(sis#######################.

":. Manage'ent St(le######################..

"". Anne8ure ##########################

"). $%&ectives o t*e Stud(####################

",. i'itations o t*e Stud( ###################..

"/. 3eerences#########################...


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14 INTRODUCTION

2it* t*e develop'ent o world and *u'an %eing< t*e taste< need and t*e attitude o

*u'an %eing also c*anges. India is one o t*e co''on 'arket in t*e world wit* a population

o 'ore t*an one %illion. Sot drink is a popular co''on product w*ic* is generall(

purc*ased %( consu'ers or =uenc*ing t*eir t*irst in su''er and also to *ave cooling

reres*'ent. As ar as t*e 'arket o sot drinks is concerned< it is acing cut t*roat

co'petition ro' t*e larger nu'%er o sot drinks availa%le in t*e 'arket. Dierent %rands

are availa%le in ever( seg'ent o lavors< %ut t*e attitudes o t*e consu'ers dier ro' eac*

ot*er due to several actors. ;ver( co'pan( tries to increase t*eir 'arket s*are and t*eir sales

volu'e. Discounting s(ste' ollowed %( t*e co'panies proved to %e an essential actor to

%oost up t*e purc*ases 'ade %( t*e retailers. T*e co'panies tr( to attract t*e retailers to

purc*ase 'ore %( providing so'e sc*e'es or incentives or cas*>card discount. I 'ore

discount or an( ot*er incentive sc*e'e is given to t*e outlets< t*e( 'ake purc*ases to avail

t*at oer. T*ereore< it is essential or an( co'pan( to *ave an eicient and eective

discounting s(ste'.

Distri%ution is t*e spine o an( FMC? co'pan(. T*e 'ain unction o a retailer is to

%ridge t*e gap %etween t*e supplier and t*e custo'er. T*e central ocus o distri%ution is to

increase t*e eicienc( o ti'e< place< and deliver( utilit(. For an( FMC? product it is

essential to *ave a good distri%ution network w*ic* s*ould %e %etter t*an t*at o its

co'petitors.


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Distri%ution is t*e ke( area or an( FMC? %usiness. For a s'oot* distri%ution

network< it is essential to keep t*e retail outlets satisied w*ic* in turn 'ainl( depend upon

t*e proita%ilit(. T*eir proita%ilit( is c*ecked %( keeping a satisied proit 'argin or t*e'.

Apart ro' t*at< t*e co'pan( also provides discount on purc*ase o dierent pack si1es to

so'e HV$s w*ic* in turn increases t*eir proit 'argin. So'eti'es t*e co'pan( also

provides incentives to t*e outlets w*ic* 'ake re=uent and *ig* purc*ases. To 'eet sti and

c*allenging co'petition ro' so'e o t*e ot*er %rands< it is essential or t*e co'pan( to

*ave an eective and eicient distri%ution network. T*ereore< t*e co'pan( tries to keep t*e

outlets satisied %( oering discounts and so'e ot*er incentive sc*e'es ro' ti'e to ti'e.


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141 OBJECTIVES

14141 P.'-.9 O%);'


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142 METHODOLOGY

14241 U+*).8-+*'+3 P-8)@ T*is %eing t*e pri'ar( p*ase o t*e stud( involves t*e

understanding o t*e %asic actors t*at aect discounting. In FMC? %usinesses< t*ere are

'an( actors t*at aect t*e discounting policies directl( or indirectl( and it is essential to

*ave t*e knowledge o all t*ese actors to understand t*e discounting s(ste'. ;ver(

co'pan( *as t*eir own ter's and wa(s o doing t*ings. It is essential to *ave an in dept*

knowledge a%out ever(t*ing to understand dierent prospective o %usiness. T*is p*ase

includes t*ree stages@

S-3)1@ To *ave t*e knowledge o all t*e actors t*at aects t*e discount to %e

given to dierent HV$s. T*is includes actors like sales< co'petitors

strateg(< negotiation< etc.

S-3)2: To collect t*e data o sales and discounts o dierent HV$s. T*is

includes t*e collection o data o sales and discounts or t*e (ear )::4 and

)::5 o dierent HV$s %eing served %( t*e co'pan(. It includes direct as

well as indirect HV$s.


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S-3)=: T*is stage involves t*e s*ort listing o t*e HV$s or personal visits

and or 'aking inter co'parison o t*e discounts o t*e HV$s on t*e %asis o

t*eir sales volu'e.

14242 A+-/98'8 ,-8)@ Ater %eing a'iliar wit* t*e %asics o t*e %usiness< t*e ne8t part

o t*e pro&ect work includes personal 'arket visits and visits t*roug* route rides to detect

an( kind o wrong practices %eing adopted %( t*e sales'en and t*e distri%utors to etc*

out t*eir own personal %eneits ro' t*e discounting s(ste'. It also includes anal(1ing

t*e discounts given to t*e s*ort listed HV$s and to 'ake a co'parative stud( o t*e

discount and sales volu'e o t*e HV$s.

1424= I+).,.)-'+ P-8):! Ater careull( anal(1ing t*e discounts o various HV$s<

t*e ne8t part involves inding out t*e variations w*ere so'e HV$s are getting *ig*er

discounts on dierent pack si1es as co'pared to ot*er s*ort listed HV$s and

reco''endations *ave to %e 'ade as to *ow t*e leakages can %e reduced and a air

discounting s(ste' can %e 'aintained. T*e %asic ai' o t*is stage is to give suggestions

t*at can work as decision 'aking inor'ation w*ic* will %e solel( or t*e use o t*e

organi1ation.


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1 COMPANY PROFILE

C;-!C/- also known as C>)< a na'e t*at was trade'arked %( T*e Coca-Cola

Co'pan( ater it was discovered 'an( people called it %( t*at particular na'e is a ver(

popular cola a car%onated sot drink sold in stores< restaurants and vending 'ac*ines in

'ore t*an ):: countries. It is produced %( t*e Coca-Cola Co'pan( ES;@ !$< w*ic* is

also oten reerred to as si'pl( C;-!C/- or C>). Coke is one o t*e worlds 'ost

recogni1a%le and widel( sold co''ercial %rands its 'a&or rival is Pepsi.

Coke was originall( intended as a patent 'edicine w*en it was invented in t*e late

"9t* centur(< Coca-Cola was %oug*t out %( %usiness'an Asa ?riggs Candler< w*ose

'arketing tactics led Coke to its do'inance o t*e world sot drink 'arket t*roug*out t*e

):t* centur(. Alt*oug* aced wit* criti=ues o its *ealt* eects and various allegations o

wrongdoing %( t*e co'pan(< Coca-Cola *as re'ained a popular sot drink to t*e present da(

It was initiall( sold as a patent 'edicine or ive cents a glass at soda ountains< w*ic* were

popular in t*e +nited States at t*e ti'e t*anks to a %elie t*at car%onated water was good or

t*e *ealt*. T*e irst sales were 'ade at Gaco%s P*ar'ac( in Atlanta< ?eorgia< on Ma( 7<

"774< and or t*e irst eig*t 'ont*s onl( nine drinks were sold eac* da(. Coca-Cola was sold

in %ottles or t*e irst ti'e on Marc* ")< "79/< and cans o Coke irst appeared in "900. B(

"777< t*ree versions o Coca-Cola - sold %( t*ree separate %usinesses were on t*e 'arket.

$n Fe%ruar( 5< )::0< t*e Coca-Cola Co'pan( announced t*at in t*e second =uarter

o )::0 t*e( planned a launc* o a Diet Coke product sweetened wit* t*e artiicial sweetener

sucralose Splenda< t*e sa'e sweetener currentl( used in Pepsi $ne. T*e co'pan(

24 HINDUSTAN COCA!COLA BEVERAGES PVT4 LTD4


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actuall( produces concentrate or Coca-Cola< w*ic* is t*en sold to various Coca-Cola %ottlers

t*roug*out t*e world. T*e %ottlers< w*o *old territoriall(-e8clusive contracts wit* t*e

co'pan(< produce inis*ed product in cans and %ottles ro' t*e concentrate in co'%ination

wit* iltered water and sweeteners. T*e %ottlers t*en sell< distri%ute and 'erc*andise Coca-

Cola in cans and %ottles to retail stores and vending 'ac*ines. Suc* %ottlers include Coca-

Cola ;nterprises< w*ic* is t*e single largest Coca-Cola %ottler in ort* A'erica and ;urope.

T*e Coca-Cola Co'pan( also sells concentrate or ountain sales to 'a&or restaurants and

ood service distri%utors.

T*e Coca-Cola Co'pan( *as on occasion introduced ot*er cola drinks under t*e

Coke %rand na'e. T*e 'ost a'ous o t*ese is Diet Coke< w*ic* *as %eco'e a 'a&or diet

cola %ut ot*ers e8ist< suc* as C*err( Coke< Coke Jero< and Vanilla Coke. T*e Coca-Cola

Co'pan( owns and 'arkets ot*er sot drinks t*at do not carr( t*e Coca-Cola %randing< suc*

as Sprite< Fanta< and ot*ers. T*e actual production and distri%ution o Coca-Cola ollows a

ranc*ising 'odel. T*e Coca-Cola Co'pan( onl( produces a s(rup concentrate< w*ic* it

sells to various %ottlers t*roug*out t*e world w*o *old Coca-Cola ranc*ises or one or 'ore

geograp*ical areas. T*e %ottlers produce t*e inal drink %( 'i8ing t*e s(rup wit* iltered

water and sugar or artiicial sweeteners and ill it into cans and %ottles< w*ic* t*e %ottlers

t*en sell and distri%ute to retail stores< vending 'ac*ines< restaurants and ood service

distri%utors. T*e %ottlers are nor'all( also responsi%le or all advertise'ent and ot*er sales

initiatives wit*in t*eir areas.

Pepsi is oten second to Coke in ter's o sales< %ut outsells Coca-Cola in so'e

localities. In India< Coca-Cola ranks t*ird %e*ind t*e leader< Pepsi-Cola< and local drink

T*u's +p. However< T*e Coca-Cola Co'pan( purc*ased T*u's +p in "99,. T*e products

o t*e co'pan( reac* consu'ers and custo'ers around t*e world t*roug* a vast distri%ution


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network 'ade up o local %ottling co'panies. T*ese %ottlers are located around t*e world<

and 'ost are independent %usinesses. +sing s(rups< concentrates and %everage %ases

produced %( t*e Coca-Cola Co'pan(< t*eir glo%al %ottling s(ste' packages and 'arkets

products< t*en distri%utes t*e' to 'ore t*an "/ 'illion retail outlets worldwide. T*e Coca-

Cola Co'pan( is co''itted to assisting its %ottlers wit* t*e unctions o an eicient %ottling

operation and initiating =ualit( s(ste's to ensure t*e *ig*est =ualit( products or t*eir

consu'ers.

T*e trade'ark Coca-Cola was registered wit* t*e +.S. Patent and Trade'ark $ice

in "79,< ollowed %( Coke in "9/0. T*e uni=ue contour %ottle< a'iliar to consu'ers

ever(w*ere< was granted registration as a trade'ark %( t*e +.S. Patent and Trade'ark $ice

in "955 an *onor awarded ver( ew packages. T*e 'ost valua%le assets *appen to %e t*e

trade'arks t*e( possess. For Coca-Cola< t*e 'ost drunk sot drink on eart* is one o t*e

world s %est-known and 'ost ad'ired trade'arks< recogni1ed %( 'ore t*an 9: percent o t*e

world s population. Interestingl(< t*e world t*at is touc*ed %( t*e c*eris*ed drinks or ever(

'o'ent< t*e Coca-Cola trade'arks *appen not onl( to %e t*eir 'ost valua%le assets %ut o

t*e entire eart*. T*e %usiness s(ste' o t*e Co'pan( in India directl( e'plo(s

appro8i'atel( 4


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H'+*$8-+ C;-!C/- B)


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Pe'%ertons %ookkeeper< Frank 3o%inson< na'ed t*e 'i8ture Coca-ColaL< and wrote

it out in *is distinct script. To t*is da(< Coca-Cola is written t*e sa'e wa(. In t*e irst

(ear< Pe'%erton sold &ust 9 glasses o Coca-Cola a da(. A centur( later< T*e Coca-

Cola Co'pan( *as produced 'ore t*an ": %illion gallons o s(rup. +nortunatel( or

Pe'%erton< *e died in "777 wit*out reali1ing t*e success o t*e %everage *e *ad

created. $ver t*e course o t*ree (ears< "777-"79"< Atlanta %usiness'an Asa ?riggs

Candler secured rig*ts to t*e %usiness or a total o a%out K)


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ent*usias'. Despite %eing a %rilliant and innovative %usiness'an< *e didnt reali1e

t*en t*at t*e uture o Coca-Cola would %e wit* porta%le< %ottled %everages custo'ers

could take an(w*ere. He still didnt reali1e it ive (ears later< w*en< in "799< two

C*attanooga law(ers< Ben&a'in F. T*o'as and Gosep* B. 2*ite*ead< secured

e8clusive rig*ts ro' Candler to %ottle and sell t*e %everage -- or t*e su' o onl(

one dollar.

2424=: 10!11@

S-)3$-.*'+3 ) %.-+*

Coca cola en&o(ed in 7 countries worldwide.To co'%at cop(cats coca cola

develops uni=ue %ottle

I'itation 'a( %e t*e sincerest or' o latter(< %ut T*e Coca-Cola Co'pan( was

none too pleased a%out t*e prolieration o cop(cat %everages taking advantage o its

success. T*is was a great product< and a great %rand. Bot* needed to %e protected.

Advertising ocused on t*e aut*enticit( o Coca-Cola< urging consu'ers to De'and

t*e genuine and Accept no su%stitute.

T*e Co'pan( also decided to create a distinctive %ottle s*ape to assure people t*e(

were actuall( getting a real Coca-Cola. T*e 3oot ?lass Co'pan( o Terre Haute<

Indiana< won a contest to design a %ottle t*at could %e recogni1ed in t*e dark. In "9"4<

t*e( %egan 'anuacturing t*e a'ous contour %ottle. T*e contour %ottle< w*ic*

re'ains t*e signature s*ape o Coca-Cola toda(< was c*osen or its attractive

appearance< original design and t*e act t*at< even in t*e dark< (ou could identi( t*e

genuine article. As t*e countr( roared into t*e new centur(< T*e Coca-Cola Co'pan(

grew rapidl(< 'oving into Canada< Pana'a< Cu%a< Puerto 3ico< France< and ot*er


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countries and +.S. territories. In "9::< t*ere were two %ottlers o Coca-Cola %(

"9):< t*ere would %e a%out "


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T) ?-. -+* '8 /)3-;9

Coca cola en&o(ed in "): countries world wide. Introducing Coke. In "94"

Sprite is introduced. "94, Ta% Co'pan(s irst diet sot drink is introduced

In "9/"<

A'erica entered 2orld 2ar II. T*ousands o 'en and wo'en were sent overseas.

T*e countr(< and Coca-Cola< rallied %e*ind t*e'. 2oodru ordered t*at ever( 'an

in unior' gets a %ottle o Coca-Cola or 0 cents< w*erever *e is< and w*atever it

costs t*e Co'pan(. In "9/,< ?eneral Dwig*t D. ;isen*ower sent an urgent

ca%legra' to Coca-Cola< re=uesting s*ip'ent o 'aterials or ": %ottling plants.

During t*e war< 'an( people en&o(ed t*eir irst taste o t*e %everage< and w*en peace

inall( ca'e< t*e oundations were laid or Coca-Cola to do %usiness overseas.

2oodrus vision t*at Coca-Cola %e placed wit*in ar's reac* o desire


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A ?./* ;$8).8

Coca cola en&o(ed in "4, countries world wide. It introduced can in "94:. In

"97" 3o%erto c. ?oi1ueta %eca'e c*air'an and C;$ o t*e coca cola co'pan(

Ater 5: (ears o success wit* one %rand< Coca-ColaL< t*e Co'pan( decided to

e8pand wit* new lavors@ FantaL< originall( developed in t*e "9/:s and introduced in

t*e "90:s SpriteL ollowed in "94"< wit* TABL in "94, and FrescaL in "944. In

"94:< T*e Coca-Cola Co'pan( ac=uired T*e Minute Maid Co'pan(< adding an

entirel( new line o %usiness -- &uices -- to t*e Co'pan(. T*e Co'pan(s presence

worldwide was growing rapidl(< and (ear ater (ear< Coca-Cola ound a *o'e in 'ore

and 'ore places@ Ca'%odia< Montserrat< Paragua(< Macau< Turke( and 'ore.

Advertising or Coca-Cola< alwa(s an i'portant and e8citing part o its %usiness<

reall( ca'e into its own in t*e "95:s< and relected a %rand connected wit* un<

riends and good ti'es. T*e international appeal o Coca-Cola was e'%odied %( a

"95" co''ercial< w*ere a group o (oung people ro' all over t*e world gat*ered on

a *illtop in Ital( to sing Id ike to Bu( t*e 2orld a Coke. In "957< T*e Coca-Cola

Co'pan( was selected as t*e onl( Co'pan( allowed to sell packaged cold drinks in

t*e Peoples 3epu%lic o C*ina.


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2424: 1@2!1@

D') ;>) -+* +)? ;>)

Coca cola en&o(ed in "40 countries world wide. In "97) diet coke is

introduced.

T*e "97:s -- t*e era o legwar'ers< *ead%ands and t*e itness cra1e< and a ti'e o

'uc* c*ange and innovation at T*e Coca-Cola Co'pan(. In "97"< 3o%erto C.

?oi1ueta %eca'e c*air'an o T*e Board o Directors and C;$ o T*e Coca-Cola

Co'pan(. ?oi1ueta< w*o led Castros Cu%a in "94"< co'pletel( over*auled t*e

Co'pan( wit* a strateg( *e called intelligent risk taking. A'ong *is %old 'oves

was organi1ing t*e nu'erous +.S. %ottling operations into a new pu%lic co'pan(<

Coca-Cola ;nterprises Inc. He also led t*e introduction o diet CokeL< t*e ver( irst

e8tension o t*e Coca-Cola trade'ark wit*in two (ears< it *ad %eco'e t*e top low-

calorie drink in t*e world< second in success onl( to Coca-Cola. $ne o ?oi1uetas

ot*er initiatives< in "970< was t*e release o a new taste or Coca-Cola< t*e irst

c*ange in or'ulation in 99 (ears. In taste tests< people loved t*e new or'ula<

co''onl( called new Coke.N In t*e real world< t*e( *ad a deep e'otional

attac*'ent to t*e original< and t*e( %egged and pleaded to get it %ack. Critics called it

t*e %iggest 'arketing %lunder ever. But t*e Co'pan( listened< and t*e original

or'ula was returned to t*e 'arket as Coca-Cola classicL< and t*e product %egan to

increase its lead over t*e co'petition -- a lead t*at continues to t*is da(.


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2424@: 10!1

N)? -.>)8 -+* %.-+*8

In "99, pet %ottkles are introduced. Coca cola en&o(ed in ):: countries world

wide.

T*e "99:s were a ti'e o continued growt* or T*e Coca-Cola Co'pan(. T*e

Co'pan(s long association wit* sports was strengt*ened during t*is decade< wit*

ongoing support o t*e $l('pic ?a'es< FIFA 2orld CupO oot%all soccer< 3ug%(

2orld Cup and t*e ational Basket%all Association. Coca-Cola classic %eca'e t*e

$icial Sot Drink o ASCA3 racing< connecting t*e %rand wit* one o t*e worlds

astest growing and 'ost popular spectator sports. And "99, saw t*e introduction o

t*e popular Alwa(s Coca-Cola advertising ca'paign< and t*e world 'et t*e lova%le

Coca-Cola Polar Bear or t*e irst ti'e. ew 'arkets opened up as Coca-Cola

products were sold in ;ast ?er'an( in "99: and returned to India in "99,. ew

%everages &oined t*e Co'pan(s line-up< including PoweradeL sports drink< ooL

c*ildrens ruit drink and DasaniL %ottled water. T*e Co'pan(s a'il( o %rands

urt*er e8panded t*roug* ac=uisitions< including i'caL< Maa1aL and T*u's +pL

in India< Bar=sL root %eer in t*e +.S.< Inca !olaL in Peru< and Cad%ur(

Sc*weppesL %everage %rands in 'ore t*an "): countries around t*e world. B( "995<

t*e Co'pan( alread( sold " %illion servings o its products ever( da(< (et knew t*at

opportunit( or growt* was still around ever( corner.


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2424: 2000 -+* N?

C;- ;/- +?

In "774< Coca-ColaL %roug*t reres*'ent to patrons o a s'all Atlanta

p*ar'ac(. ow well into its second centur(< t*e Co'pan(s goal is to provide 'agic

ever( ti'e so'eone drinks one o its 'ore t*an /:: %rands. Coca-Cola *as ans ro'

Boston to Budapest to Ba*rain< drinking %rands suc* as A'%asa< Vegita%eta and

Frescolita. In t*e re'otest co'ers o t*e glo%e< (ou can still ind Coca-Cola. Coca-

Cola is co''itted to local 'arkets< pa(ing attention to w*at people ro' dierent

cultures and %ackgrounds like to drink< and w*ere and *ow t*e( want to drink it. 2it*

its %ottling partners< t*e Co'pan( reac*es out to t*e local co''unities it serves<

%elieving t*at Coca-Cola e8ists to %eneit and reres* ever(one it touc*es.Fro' t*e

earl( %eginnings w*en &ust nine drinks a da( were served< Coca-Cola *as grown to t*e

worlds 'ost u%i=uitous %rand< wit* 'ore t*an "./ %illion %everage servings sold eac*

da(. 2*en people c*oose to reac* or one o T*e Coca-Cola Co'pan( %rands< t*e

Co'pan( wants t*at c*oice to %e e8citing and satis(ing< ever( single ti'e.


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24= COMPETITOR ANALYSIS

Indian sot drinks 'arket is predo'inantl( controlled %( two 'a&or 'ultinationals

na'el( Coca- Cola and Pepsi< w*ic* *ave careull( stiled out t*e local co'petition *ere in

India. Penetrating toug* Indian ps(c*olog( and 'aking t*eir products eel accepted was t*e

toug*est c*allenge in ront o t*e'. A %rie overview o t*e sot drinks giant %iggest

co'petitor will *elp in gaining a %etter insig*t o t*e sot drinks 'arket in totalit(.

24 CURRENT MAR6ET POSITION

T*ere *as %een 'uc* controvers( and de%ate on t*e 'arket s*are standings %etween

t*e two co'panies in t*e Indian su%continent and a su%stantial and a consolidated igure *as

%een unavaila%le or reerence. T*is is 'ainl( %ecause %ot* co'panies *ad approac*ed

dierent 'arket researc* co'panies or 'aking a stud( a%out t*e 'arket s*are standings.

Pepsi Co *ad approac*ed IM3B w*ile Coca- Cola *ad entrusted t*is responsi%ilit( on $3?.

According to t*e surve( done %( IM3B Pepsis 'arket s*are was ound to *ave increased

ro' /5Q to /9Q w*ile according to t*e stud( conducted %( $3? Coca- Colas 'arket s*are

was clai'ed to %e 09Q.


23/78

24 FACTORS AFFECTING BUSINESS

• S)-8+-/'9: Seasonalit( is one o t*e 'ost i'portant actors t*at aect t*e sot drink

%usiness. Seasonalit( is pri'aril( inluenced eit*er %( t*e weat*er< or %( *olida(s and

religious estivals. 2it*in t*e ?roup< sot drink %usiness *as dierent seasonal c(cles

t*roug*out t*e (ear.

• S).


24/78

• C,)'.8 P/';9@ T*e policies o t*e co'petitors also aect t*e working o t*e

%usiness o ot*er co'panies.

• G


25/78

24" PRODUCTS AND PAC6 SIES:

C;-!;/- is t*e worlds avorite drink. It is t*e worlds 'ost valua%le %rand and

t*e 'ost recogni1a%le word across t*e world. Coca-Cola *as a trul( re'arka%le *eritage.

Fro' a *u'%le %eginning in "774< it is now t*e lags*ip %rand o t*e largest 'anuacturer<

'arketer and distri%utor o non-alco*olic %everages in t*e world.

In India< Coca-Cola was t*e leading sot-drink till "955 w*en govt. policies

necessitated its departure. Coca-Cola 'ade its return to t*e countr( in "99, and 'ade

signiicant invest'ents to ensure t*at t*e %everage is availa%le to 'ore and 'ore people<

even in t*e re'ote and inaccessi%le parts o t*e nation. $ver t*e past ten (ears it *as captured


26/78

t*e i'agination o t*e nation< %uilding strong associations wit* cricket< t*e t*riving cine'a

industr(< 'usic etc. Coca-Cola *as %een ver( strongl( associated wit* cricket< sponsoring t*e

2orld Cup in "994 and various ot*er tourna'ents< including t*e Coca-Cola Cup in S*ar&a* in

t*e late nineties. Coca-Colas advertising ca'paigns J C- H J-9) and L') A'8'

were ver( popular and *ad entered t*e (out*s voca%ular(. In )::)< Coca-Cola launc*ed t*e

ca'paign T-+*- M-/-% C;-!C/- w*ic* sk(-rocketed t*e %rand to 'ake it Indias

avorite sot-drink %rand. In )::,< Coke was availa%le or &ust 3s. 0 across t*e countr( and

t*is pricing initiative toget*er wit* i'proved distri%ution ensured t*at all t*e %rands in t*e

portolio grew leaps and %ounds.

Coca-Cola *ad signed on various cele%rities including 'ovie stars suc* as !aris*'a

!apoor< cricketers suc* as Srinat*< Sourav ?angul(< sout*ern cele%rities like Vi&a( in t*e past

and toda(< its %rand a'%assadors are Aa'ir !*an and Hrit*ik 3os*an.


27/78

T$8 U, is a leading car%onated sot drink and 'ost trusted %rand in India.

$riginall( introduced in "955< T*u's +p was ac=uired %( t*e Coca-Cola Co'pan( in "99,.

T*u's +p is known or its strong< i11( taste and its conident< 'ature and uni=uel(

'asculine attitude. T*is %rand clearl( seeks to separate t*e 'en ro' t*e %o(s.


28/78


29/78

F-+- I+).+-'+-//9< F-+- - T*e orange drink o t*e Coca-Cola Co'pan(< is seen as

one o t*e avorite drinks since "9/:s. Fanta entered t*e Indian 'arket in t*e (ear "99,.

$ver t*e (ears Fanta *as occupied a strong 'arket place and is identiied as T*e Fun

Catal(st.

Fanta is perceived as a un (out* %rand and stands or its vi%rant color< te'pting taste

and tingling %u%%les t*at not &ust uplits eelings %ut also *elps ree spirit t*us encouraging

one to indulge in t*e 'o'ent. T*is positive i'ager( is associated wit* *app(< c*eerul and

special ti'es wit* riends.


30/78

L') + /)+' L';-” < t*e drink t*at can cast a tang( reres*ing spell on

an(one< an(w*ere. Born in "95"< i'ca *as %een t*e original t*irst c*oice< o 'illions o

consu'ers or over , decades. T*e %rand *as %een displa(ing *ealt*( volu'e growt*s (ear

on (ear and i'ca continues to %e t*e leading lavor sot drink in t*e countr(.

T*e s*arp i11 and le'oni %ite co'%ined wit* t*e single 'inded positioning o t*e

%rand as t*e ulti'ate reres*er *as continuousl( strengt*ened t*e %rand ranc*ise. i'ca

energi1es< reres*es and transor's. Dive into t*e 1ing( reres*'ent o i'ca and walk awa(

a new person.


31/78

2orldwide S,.') is ranked as t*e o. / sot drink 6 is sold in 'ore t*an "9:

countries. In India< Sprite was launc*ed in (ear "999 6 toda( it *as grown to %e one o t*e


32/78

astest growing sot drinks< leading t*e Clear li'e categor(. Toda( Sprite is perceived as a

(out* icon. 2it* a strong appeal to t*e (out*< Sprite *as stood or a straig*t orward and

*onest attitude. Its clear crisp reres* *ingtaste encourages t*e toda(s (out* to trust t*eir

instincts< inluence t*e' to %e true to w*o t*e( are and to o%e( t*eir t*irst.

M--- was launc*ed in "954. It is a drink w*ic* oered t*e sa'e real taste o ruit

&uices and was availa%le t*roug*out t*e (ear. In "99,< Maa1a was ac=uired %( Coca-Cola

India and it currentl( do'inates t*e ruit drink 'arket.


33/78

$ver t*e (ears< %rand Maa1a *as %eco'e s(non('ous wit* Mango. T*is *as %een t*e

result o suc* successul ca'paigns like Taa1a Mango< Maa1a Mango and Botal 'ein

Aa'< Maa1a *ain aa'. Consu'ers regard Maa1a as w*oleso'e< natural< un drink w*ic*

delivers t*e real e8perience o ruit.

T*e current advertising o Maa1a positions it as an ena%ler o un riends*ip 'o'ents

%etween 'o's and kids as 'o's trust t*e %rand and t*e kids love its taste. T*e ca'paign

%uilds on t*e e8isting e=uit( o t*e %rand and delivers a relevant e'otional %eneit to t*e

'o's rig*tl( captured in t*e tagline Eaari Dosti Taa1a Maa1a


34/78

6'+/)9 2ater< a t*irst =uenc*er t*at

reres*es< a lie giving orce t*at was*es all t*e to8ins awa(. A ritual puriier t*at cleanses<

puriies< transor's. 2ater< t*e 'ost %asic need o lie< t*e ver( sustenance o lie< a

cele%ration o lie itsel.

T*e i'portance o water can never %e understated. Particularl( in a nation suc* as

India w*ere water governs t*e lives o t*e 'illions< %e it as part o ever(da( rituals or as t*e

'onsoon w*ic* gives lie to t*e su%-continent. !inle( water understands t*e i'portance and

value o t*is lie giving orce. !inle( water t*us pro'ises water t*at is as pure as it is 'eant

to %e. 2ater (ou can trust to %e trul( sae and pure.

!inle( water co'es wit* t*e assurance o saet( ro' t*e Coca-Cola Co'pan(. T*at

is w*( we introduced !inle( wit* reverse-os'osis along wit* t*e latest tec*nolog( to ensure

t*e purit( o our product. T*ats w*( we go t*roug* rigorous testing procedures at eac* and


35/78

ever( location w*ere !inle( is produced. Because t*e co'pan( %elieves t*at rig*t to pure<

sae drinking water is unda'ental. Its a universal need w*ic* cannot %e let to c*ance.

T*e %elow ta%le s*ows t*e %rands and products o dierent pack si1es %eing sold %(

t*e co'pan( in !anpur region@

BRAND NAME GLASS TETRA PAC6 PET CAN FOUNTAIN

C;-!;/- ):: 'l and

,::'l

- 4:: 'l< ".)0l

and )l

,,: 'l Various si1es

T$8 $, ):: 'l and

,::'l

- ,0: 'l< 4:: 'l<

".)0 and )


F-+- ):: 'l and

,::'l

- 4:: 'l< ".)0

and )


L';- ):: 'l and

,:: 'l

- 4:: 'l< ".)0

and )



36/78

S,.') ):: 'l and

,:: 'l

- ,0: 'l< 4:: 'l<

".)0 and )


M--- ):: 'l )::'l 4:: 'l< ".) - -

D') C>) - - ,,: 'l -

6'+/)9 W-). - 0:: 'l< " - -

T*e dierent pack si1es on w*ic* discount is given %( t*e co'pan( is@

• ):: 'l 3?B" CSD)

• )0: 'l &uice,

• ,:: 'l 3?B CSD

• 4:: 'l Pet/ CSD

• "):: 'l Pet Guice

• )::: 'l Pet CSD

• ,,: 'l Can CSD

• ):: 'l Tetra Pack Guice

1RGB R)$.+-%/) G/-88 B/)8

2CSD C+;)+.-)* S D.'+>

=J$';) M---

P) P/-8'; %/)


37/78

T) %)/? -%/) 8?8 ) +$%). %/)8 '+ )-; ;-8) -+* %.-+*8 - S')8 N4 %/)8 ,).

;-8)

B.-+*8

):: 'l 3?B )/ Coke< Fanta< i'ca< T*u's up and Sprite

)0: 'l 3?B )/ Maa1a and Minute Maid Pulp( $range,:: 'l 3?B )/ Coke< Fanta< i'ca< T*u's up< !inle( Soda

and Sprite

,,: 'l Can )/ Coke< Fanta< i'ca< T*u's up< Sprite and

Diet Coke

/:: 'l )/ Minute Maid Pulp( $range

0:: 'l Pet )/ Diet Coke< !inle( Soda and !inle( water

4:: 'l Pet )/ Coke< Fanta< i'ca< T*u's up< Sprite and

Maa1a

):: 'l Tetra P )5 Maa1a

" tr ") !inle( 2ater

".) ltr Pet ") Maa1a and Minute Maid Pulp( $range

) ltr Pet 9 Coke< Fanta< i'ca< T*u's up and Sprite

).)0 ltr Pet Coke< T*u's up and Sprite


38/78

=41 INTRODUCTION:

3esponsi%le or %uilding and 'aintaining relations*ips wit* distri%utors in order to

'a8i'i1e sales and ensure proper e8ecution o pricing and pro'otional progra's. Clai's are

t*ose w*ic* are eective to increase t*e sale o co'pan(. T*e clai's are t*e pro'otional

sc*e'es given %( t*e co'pan( to t*e distri%utors or t*e retailer in order to increase t*e sale.

T*e distri%utors *ave so'e special agree'ents wit* co'pan(. T*ere are pre decided sale

volu'e agree'ent %etween co'pan( and distri%utors. T*e( *ave 'onopol( outlets to sale t*e

HCCBPs products. T*e( are not supposed to sale an( ot*er %rand %esides coca cola.

=42 AN IMPORTANCE OF CLAIMS

T*e clai' is t*e a'ount w*ic* is to %e rei'%ursed to t*e distri%utor on t*e sc*e'e

run %( *i' in t*e 'arket. T*ese are t*e pro'otional sc*e'e given to t*e distri%utor to give it

to t*e retailer in order to increase t*e sales o t*e co'pan(. In order to earn 'ore and 'ore %(

t*e *elp o e8tra sale t*ese sc*e'e are ver( *elpul and in order to survive ro' t*e

co'petitors t*ese sc*e'es carr( 'uc* i'portance. In t*is series o articles< I will *ig*lig*t

t*e i'portance and steps o Clai's< an approac* to seg'entation and categori1ation o

accounts.

=4 CLAIMS


39/78

=4= CLAIMS STRATEGY

T*e reco''ended approac* is suggested %elow@

S), 1: ?roup our distri%utors according to t*e volu'e t*e( do in t*e 'arket

and decide t*e %udget according to t*e volu'e done %( t*e' and 'ake an

agree'ent wit* t*e'.

S), 2: Include contri%ution 'argins and direct proit or an( ot*er inancial

'atrices t*at 'ake sense or our %usiness.

S), =: Identi(ing t*e proita%le 'onopol( outlets o t*e distri%utors ro'

t*eir prospective and 'ake an agree'ent wit* %ased on proposed %udget to t*e

ASM and S; and t*e understanding o t*e distri%utor.

S), @ Ater t*e agree'ent is tied t*e M;3 is opened o eac* pack i.e 4::

'l< )::'l< ".)0l< )l and I water.


40/78

=4 WOR6ING OF CLAIM

S), 1: Co'pan( does 50 percent o its %usiness %( t*e *elp o distri%utors and t*e

rest is done %( t*e Direct 3oute $peration D3$. In D3$ w*at ever sale is 'ade it

is o cas* not on credit so an( sale 'ade t*e discount is given at t*e spot to t*e retailer

and a credit note is prepared and t*e a'ount is credited to t*e retailers account. But in

case o Indirect selling sale is done to %( t*e *elp o distri%utors. T*e are o operation

is divided into various territories and eac* territor( is appointed an Area Sales

Manager ASM< Senior ;8ecutive S; and 3oute To Market ;8ecutive 3TM. ;ac*

territor( is appointed a %udget %ased on t*e volu'e done %( t*e area and ASM

decides w*at %udget is to %e given to t*e distri%utors %ased on t*e volu'e done %(

t*e'.

S), 2: once t*e %udget is decided %( t*e ASM t*e M;3 is %locked or eac* an ever(

distri%utor. T*e M;3 is %locked in ever( ortnig*t i.e. in ever( "0 da(s. Clai's are

divided into various %uckets< and t*ere are two %uckets in a 'ont* and )/ %uckets in a

(ear. T*e sc*e'es are given o two t(pes one is %ottle sc*e'e and ot*er is t*e

'onopol( sc*e'es. In %ottle sc*e'e t*e distri%utor gives ree %ottles on sale o "

case or crate sa( sc*e'e o ) %ottle o ):: 'l on sale o " case o ):: 'l. and in t*e

'onopol( a i8ed a'ount is given on sale o " case o a particular pack sa( ):: 'l<

4::'l< ".)0< ) and 'an( 'ore. In 'onopol( t*e distri%utor clai' on o t*e ree

%ottle given and in 'onopol( t*e clai' is 'ade on t*e discount given on sale o "

case o an( pack.


41/78

S), =: odd %uckets contain onl( %ottle sc*e'e clai's i.e. "< ,


42/78

Freig*t is a 'a&or cost *ead o t*e co'pan(. ;ver( co'pan( puts an e8tra eort to reduce

t*is *ead to t*e %est possi%le e8tent in order to reduce its cost o t*e product. T*e Co'pan(

pa(s two t(pes o reig*t w*ic* includes reig*t inward and reig*t outward

Freig*t inward is t*e a'ount t*at is paid %( t*e co'pan( or ac=uiring goods like raw

'aterial< advertising goods or or %ringing inis*ed goods in t*e co'pan(. ike wise t*e

co'pan( purc*ases sugar< Car%on Di $8ide or 'anuacturing various t(pes o %everages in

its product portolio.

Freig*t $utward is t*e su' t*at is paid %( t*e co'pan( or delivering goods %( t*e

transporters at t*e distri%utors outlet. T*e reig*t rates are previousl( deter'ined %( t*e

co'pan( wit* t*e *elp o a contract> agree'ent w*ic* is 'ade to ac=uire services on a (earl(

%asis.

T*e rates or various stations are negotiated and ater t*e process o negotiation t*e

agree'ent is 'ade or renewed or providing services. T*e agree'ent includes various ter's

and conditions w*ic* is applica%le ro' w*en t*e truck is *ired or a station till t*e ti'e it

does not reac*es t*e destination.

ike one o t*e condition is o detention w*ic* 'eans t*at t*e truck s*ould %e unloaded %(

t*e distri%utor wit*in )/ *ours o reac*ing t*e distri%utors outlet i t*e truck is detained or

'ore t*an )/ *ours t*en t*e co'pan( *as to pa( e8tra c*arges to t*e transporter so as to

re'unerate t*e la%our e'plo(ed %( t*e transporter.

4 FREIGT PAYABLE


43/78

T*e a'ount paid in lieu o detention depends upon t*e load si1e t*e truck is taking to t*e

distri%utors outlet. ikewise i t*e load si1e o ,:: R ,0: cases crates t*e a'ount o

detention is 3s.,:: or t*e irst t*ree da(s and 3s. /:: t*ere onwards. I t*e load si1e is o

,0" R 4:: cases t*en 3s. /0: or t*e irst t*ree da(s and 3s. 0:: t*ere onwards.

But t*e detention is not pa(a%le i t*e transporter writes in t*e invoice was detained or two

da(s. $n t*e invoice t*e distri%utor gives t*e receiving a%out t*e detail o goods and *e

writes t*e arrival ti'e and departure ti'e o t*e distri%utor. T*is in turn needs to %e veriied

%( t*e Territor( Manager w*o in turn clariies wit* t*e sales e8ecutive and t*en onl(

aut*ori1es t*e nu'%er o da(s t*e ve*icle was detained.

T*e transporters %ills *ave supporting invoices w*ic* are presented at t*e ti'e w*en pa('ent

clai's are 'ade. T*e %ill gives t*e detail a%out t*e ?ood 3eceipt ote u'%er< Invoice

nu'%er< Invoice date< a'e o t*e Distri%utor 6 station to w*ic* t*e ve*icle was sent<

ve*icle nu'%er< load si1e< a'ount as per t*e contract and over load c*arges i an(.

$ver load c*arges 'eans t*at t*e e8tra load t*an t*e actual capacit( o t*e ve*icle. T*e

transporter uses two t(pes o ve*icle one o w*ic* is DCM To(ota and ot*er one is t*e

nor'al si1e o t*e truck. T*e 'a8i'u' load t*at t*e DCM can take is ,0: cases and t*e

'a8i'u' o 00: cases or t*e ot*er one. An(t*ing a%ove t*at would %e considered or %ot*

as overload and t*e co'pan( *as to pa( t*e overload c*arges.

Clu% load 'eans i one ve*icle at a ti'e is taking goods to two stations. In t*is case o t*e

co'pan( *as to pa( 3s. /:: or e8tra station and t*e reig*t rate will %e applica%le o t*e

station w*ose rig*t rate is 'ore a'ongst t*e two.


44/78

T*e part w*ic* takes t*e 'ost attention w*ile anal(1ing t*e reig*t %ills o t*e co'pan( is

w*en t*e transporter gives t*e %ills it *as t*e supporting invoices along wit* it w*ic* one %(

one is picked up. T*e anal(sis part is o careull( 'atc*ing t*e goods receipt note nu'%er<

invoice nu'%er< invoice date< t*e station to w*ic* t*e goods *ave %een invoiced< t*e =uantit(

as stated on t*e %ill.

Ater t*is t*e invoice is seen t*roug* on w*ic* t*e distri%utor gives t*e receiving o illed

%ottles. I t*e distri%utor writes actual =uantit( received as per t*e invoice t*en no deductions

are 'ade and i t*e distri%utor writes =uantit( received in good condition< nu'%er o %ottles

s*ort %ottles not received< nu'%er o leakages received< nu'%er o %ottles ound open<

nu'%er o %ursts received t*en it calls or deduction.

T*ere is actuall( a re%ate sla% in t*e contract w*ic* tells t*e 'a8i'u' nu'%er o leakages<

%ursts< open and %reakages allowed depending upon t*e load si1e. S*ort %ottles are not

allowed and i %ottles are ound s*ort t*en t*e actual a'ount glass and lavour are

deducti%le ro' t*e total %ill a'ount.

P-.';$/-.8 0 ! =0 =1 ! 0

B$.8 B.)->-3)8 " 10

L)->-3) O,)+ ! !


45/78

FULLS :

Fulls 'ean %ottles wit* lavors like T*u's+p< Coca-Cola< and Sprite etc# I a %ottle is

ound s*ort t*en t*e a'ount o glass and lavour is deducti%le as t*ere is no re%ate allowed.

Si'ilar is in t*e case i a %ottle is ound Burst %ut t*e dierence in S*ortage and Burst is t*at

in %urst so'e relie is allowed to t*e transporter w*ereas in case o s*ortage no relie is

allowed. In case o leakage or open relie is allowed %ut t*e a'ount deducti%le is onl( o

lavour and not o glass.

I a %ottle is ound s*ort > %urst t*en t*e a'ount deducti%le is 3s. 7 or t*e lavour and 3s. 5

or t*e glass i.e. "0.

In case o Cans< Pet Bottles w*ole a'ount is deducti%le. In so'e cases w*en t*e load is like

o 5:: w*ic* includes ):: 'l< ,:: 'l< ,,: 'l< ".) ltr.< ) ltr. And t*e distri%utor writes

leakages< s*ort< open< ound w*ile unloading in all t*e product varieties t*en t*e re%ate t*at

would %e allowed on will %e on ):: 'l %ottles and rest w*ole a'ount would %e deducti%le.


46/78

EMPTY:

In case o e'pt( t*e Invoice is 'atc*ed wit* ;'pt( 3eceipt AdviceN ;3A t*at t*e e'pt(

%ottles t*at is %eing sent %( t*e distri%utor is %eing received in ull or not. T*e sla% 'entioned

a%ove is also applica%le in t*is case. But onl( s*ortage and %reakage o %ottles is deducti%le.

So'eti'es ulls t*at are %eing invoiced in t*e na'e o t*e distri%utors ir' turn out to %e less

w*en t*e( are %eing unloaded in crates t*at 'eans t*e %ottle as well as t*e crates is received

s*ort. In t*is case t*e a'ount t*at is deducti%le is o Crate< ?lass and Flavour. T*e total su'

o all t*is turns out to 3s. ,95 or ):: 'l %ottles and 3s. /):. T*e %iurcation is like 3s. ",4

or t*e plastic crate< 3s. "// or t*e glass 6 3s. ""5 or t*e lavour.

T*e plastic crates are known as Cases on oans< glass %ottles are known as 3eturna%le

glass %ottles.


47/78

PERFORMA OF INVOICE OR FULLS DESPATCH ADVICE

Invoiceu'%er@ ::):>)::9-": Date@ "/>4>:9

a'e o Distri%utor@ EJ

Ve*icle u'%er@ Transporters a'e@

S.o. Particulars Si1e t(. 3ate A'ount

". T*u's+p )/ ):: "::

). i'ca 9 ).: )0

,. Maa1a )/ )0: 50

T$TA ):: ---------


48/78

PERFORMA OF EMPTY RECEIPT ADVICE

a'e @ o @

Date @

Ve*icle u'%er @ Transporters a'e @

S.o. Particulars Si1e t(. 3ate A'ount

". Coca-Cola)/ ,:: )::

). T*u's+p)/ ):: "::

,. Fanta)/ ,:: 50

/. Maa1a)/ )0: 50

T$TA /0: -------


49/78

SELF CLAIMS:

Sel clai's are 'ade %( t*e distri%utor w*en it does not uses t*e co'pan( ve*icle in order to

receive t*e goods instead o t*at it sends *is own ve*icle to t*e co'pan( and takes t*e goods

on *is own risk. In t*is case no s*ortages< open %ottles< %urst or %reakage or leakages can %e

clai'ed.

T*e order t*at is received %( t*e co'pan( ro' t*e distri%utor includes t*e reig*t and no

e8tra c*arges are 'ade. In case o sel clai's t*e co'pan( gives t*e credit into t*e

distri%utors account in t*e tall( %ut t*e total nu'%er o crates is 'atc*ed.

T*e rate at w*ic* t*e sel clai's are settled is 'utual settle'ent %etween t*e co'pan( and

t*e distri%utor. T*e rate at w*ic* t*e clai' is settled is on a per case %asis is ar 'ore t*an

w*at it actuall( pa(s to t*e co'pan( *ired transporter w*ile delivering t*e goods at t*e

distri%utors outlet.

4 CO6E PENERATION IN RURAL MAR6ET


50/78

In ur%an areas< t*e 7 to ": percent o total sales o coke is t*roug* Area Market Contractors

AMC w*o is e=uivalent to %ig retailers and ot*er outlets. In t*e village areas .coke uses so

called distri%utors or t*e sales. A striking eature in t*e logistics o Coke is t*at t*e AMCs

suppl( 'aterial directl( using trucks %ut in case o inaccessi%ilit( to retail outlets due to

location-constraints< suppl( is 'ade t*roug* auto ricks*aws also.

T*e truck also gives t*e co'pan( per'anent *oarding space on t*eir sides and %acks. Also<

as t*e industr( co'petition is strong dealer pus* at t*e point o purc*ase is an i'portant

actor or sales. T*e retailer oten can pla( 'anuactures against eac* ot*er to o%tain

avora%le deals. To avoid t*is situation coke incorporates a *ig* degree o standardi1ation

wit* respect to t*e price waterall ele'ents t*e various t(pes o discount oered< t*roug*

t*ere are dierences in t*e ti'ing. Innovation in availa%ilit( is so'et*ing t*at coke can la(

clai' to. Coke introduced t*e pus*cart.

Cok,e is %us( putting in place inrastructure to *it villages wit* its s'all ):: 'l %ottle<

priced aggressivel( at 3s. 0. 2it* ):: 'l it *as larger 'arket. It is e8ploding t*is 'arket wit*

low unit price packs and pus*ing growt* in *o'e consu'ption t*roug* t*e P;T %ottles.

Cokes ga'e plan is to *ave *ig* volu'e< low 'argin %usiness. T*e inrastructure costs will

%e *ig* %ut t*e( *ave to rework t*eir ot*er costs coke credits and discounts and %ring t*e'

down.


51/78

"41 ADVERTISING

Advertising *as pla(ed an i'portant role in t*e success o products since irst newspaper add

in "774< w*ic* read Coca-Cola DeliciousU 3eres*ingU ;8*ilaratingU InvigoratingUN T*e

co'pan( uses adver/tising to trigger desire as oten and in as 'an( wa(s as possi%le.

T*roug* out t*e (ears< slogans or coca-cola *ave %een 'e'ora%le .Here are so'e *ig*lig*ts@

):::-Coca-Cola ;n&o(

"99,-Alwa(s Coca-Cola

"99:- Cant Beat t*e 3eal T*ing

"979-Cant Beat t*e Feeling

"974-3ed


52/78

"94,-T*ings ?o Better 2it* Coke

"909-Be reall( 3eres*ed

"9//-?lo%al Hig* Sign

"9/)-Its t*e 3eal T*ing

"9,4-Its t*e 3eres*ing t*ing to do

"9)9-T*e Pause T*at 3eres*es.

"42 BRAND AMBESSDORS

Coca-Cola *ad signed on various cele%rities including 'ovie stars and cricket pla(ers

suc* as S-.$> 6-+7 H.''> R8-+7 A'. 6-+7 A>8-9 6$-.7 A'8?).9- R-'7

V' O%).-'7 R-+' M$>).))7 B',-8- B-8$7 R'9- S)+7 S-$.-< G-+3$/97 V'.)+*-.

S)?-37 sout*ern cele%rities like V'-9 in t*e past and toda( its %rand a'%assadors .


53/78


54/78

41 MISSION

$ur 'ission is to reres* t*e world in 'ind< %od( 6 spirit and to inspire

'o'ent o opti'is' t*roug* our %rand and our action.

Create consu'er products< services 6 co''unications< custo'er service and %ottling s(ste'

strategies< processes and tools in order to create co'petitive advantage 6 deliver superior

value to@

• Consu'ers as a superior %everage e8perience.

•Consu'ers as an opportunit( to grow proits t*roug* t*e use o inis*ed drink.

• Bottlers as an opportunit( to grow proit and volu'e.

• TCCC as a trade 'ark en*ance'ent 6 positive econo'ic value added.

• Suppliers as an opportunit( to 'ake reasona%le proits w*en creating real value added

in an environ'ent o s(ste'-wide tea'work< le8i%le %usiness s(ste' 6

continuous i'prove'ent.

• CCI Associates as superior career opportunit(.

• Indian societ( in t*e or' o a contri%ution to econo'ic and socio develop'ent.

4 MISSION AND LEADERSHIP


55/78

42 LEADERSHIP

T*eres never %een a %etter ti'e to %e t*e part o T*e Coca-Cola Co'pan(.

$ur people are dedicated to strengt*ening relations*ip wit* stake *olders and co''unities

ever(w*ere.N


56/78


57/78

Mr. Isdell leads t*e Coca-Cola Co'pan( into t*e new centur( wit* a ir'

co''it'ent to t*e values and spirit o t*e worlds greatest %rand. U+*). I8*)//8 /)-*).8',7

) C;-!C/- C,-+9 '8 ,8''+)* . 3.?7 3$'*)* %9 ) '88'+ ,.7 - ;'/* '+ P).$ '8 -8>'+3 . - $';) *.'+>7 . ;$,/) '+ 6.)- %$9'+3

%/)* ?-). -). - .$+ 3)).7 ?) -.) ).) . 9$4”

T*e co'pan( is deter'ined not onl( to 'ake great drinks< %ut also to contri%ute to

co''unities around t*e world t*roug* t*e co''it'ents to t*e education< *ealt*< wellness<

and diversit(.

It strives %e good neig*%our< consistentl( s*aping its %usiness decision to i'prove t*e =ualit(

o lie in t*e co''unities in w*ic* it does %usiness. It is a special t*ing to *ave %illions o

riends around t*e world< and t*e co'pan( never orgets it.


58/78


59/78

@4 MANUFACTURING PROCESS


60/78

2e at Coca-Cola are co''itted to 'anuacture our products wit* ut'ost care and wit*

=ualit( at top priorit( w*ic* 'akes it t*e world leader in t*e sot drink industr(. Following is

t*e overview o t*e stringent

Processes adopted in 'anuacturing %eore our =ualit( product reac*es inall( to our proud

consu'ers.


61/78

@41 WATER TREATMENT:

2e at HCCBP Varanasi ollow a %atc* treat'ent w*ic* includes coagulation 6 locculation.

T*e 'et*od ensures disinection and settling o all 'acro i'purities and t*ereater it pass to

sand< car%on ilters to re'ove o odour


62/78

In t*e read( s(rup tank t*e pre-decided =uantit( o concentrate is 'i8ed to t*e si'ple s(rup

in ver( strict *(gienic condition to (ield inal s(rup. T*e entire s(rup 'anuacturing area is

'aintained under a constant positive pressure w*ic* rules out t*e possi%ilit( o an( e8ternal

particles entering into t*e process roo'.

@4= CONTAINER WASHING@


63/78

Container *as %een identiied as one o t*e 'a&or critical control point in t*e entire

'anuacturing process 6 t*ats t*e reason t*at co'pan( *as laid so'e o t*e ver( stringent

and oolproo s(ste's w*ic* ensures Coca-Cola product to %e o t*e *ig*est =ualit( and

relects our co''it'ent towards delivering t*e %est in class product to t*e consu'ers.

T*e %ottles received ro' t*e 'arket are loaded on t*e conve(or %( t*e uncasing 'ac*ine

and t*e arra(s o t*e unwas*ed %ottles passes t*roug* t*e our pre-was* inspections stations

w*ic* ensures re'oval o rust( neck %ottles< e8cessivel( dirt( %ottles< %ottles carr(ing

oreign 'atter< oreign %ottles. And t*us t*e good %ottles pass into t*e %ottle was*ing

'ac*ine w*ic* uses intensive 'ec*anical and c*e'ical processes to clean and disinect t*e

%ottles t*oroug*l( and ensures t*e %ottles to %e read( or illing. However as an additional

saet(< t*ere is again a post was* inspection station co'prising o / su%-stations< w*ic*

ensures re'oval o t*e c*ip necked %ottles and suspected %ottles ro' t*e lot. T*us t*e

%ottles are su%&ected to series o stringent inspections %eore it is ed to t*e iller or illing.

@4 MI5ING7 PROPORTIONING:

Proportioning is %asicall( a process w*ere read( s(rup is diluted in a predeter'ined i8ed

proportion wit* water and car%onated concentrate in to %everage conor'ing strictl( to

co'pan(s nor's and speciications. It is carried out %( an Italian Mac*ine-M$G$I;3.


64/78

@4 FILLING & CROWNING:

T*e c*illed car%onated %everage ed %( t*e M$G$I;3 is illed into t*e %ottles t*roug* a

rotator 'ac*ine na'ed FI;3. T*e %ottles are i''ediatel( crowned %( crowner ad&acent

to t*e iller and t*ereater %ottles passes t*roug* t*e date coding 'ac*ine w*ic* ena%le t*e

consu'er to %e ":: percent sure o consu'ing a perectl( sae and res* product.

@4" FINAL INSPECTION:


65/78

Ater date coding< t*ere is once again a inal inspection station w*ere lig*t inspectors all low

or *ig* illed %ottles and per'it onl( t*e salea%le product to pass t*roug* or casing to t*e

caser 'ac*ine.

@4 MANAGING THE WASTE WATER:

Production lines 'aintain t*e waste water ro' t*e %ottle was*ers< S(rup and Filler roo's.

;ntire waste water generated is treated at 2aste 2ater Treat'ent Plant and disc*arged

t*roug* a 7:: 'eters long pipeline speciall( laid to disc*arge t*e treated waste water awa(

ro' in*a%ited areas. Part o t*is water is %eing used or gardening purpose wit*in t*e plant

pre'ises.

@4@ MAR6ET & CUSTOMERS:

$nce t*e inis*ed product is read(< it is transported to t*e distri%ution centers and t*en to

retail outlets %( wa( o route trucks. T*e consu'er %u(s t*e sot drink ro' t*e retailer

outlets. T*e e'pt( %ottles are si'ultaneousl( collected %( t*e distri%ution c*annels at t*e

ti'e o dispensing t*e inis*ed products.

@4 SUPPLIERS AND OTHER BUSINESS PARTNER:


66/78

$t*er t*an water and concentrate< %ottling operation re=uire sugar< C$)< %ottles< crates and

ot*er 'iscellaneous 'aterials. T*e Coca-Cola India division *as a Supplier aut*ori1ation

progra' w*ere suppliers are aut*ori1ed %ased on a deined criterion. ;nviron'ental

considerations are a'ongst t*e critical o t*ese criterions.

@410 EMPLOYEES7 PLANTS & MACHINERY:


67/78

T*e no o total unit e'plo(ees is appro8i'atel( "", 6 in su''er season< w*ic* is a peak

season or sale o sot drinks< t*e plant works or t*ree s*it operation round t*e clock.

T*e overall education level o t*e e'plo(ees is good and t*e( o%viousl( *ave a good

e8pertise in water treat'ent and puriication processes. ;8tensive in-*ouse training progra's

are conducted to 'aintain t*e co'petenc( o t*e 'anpower in respective areas. T*e plant and

'ac*iner( consists o state o art %ottling 'ac*iner( and test e=uip'ent to get consistent

=ualit( product at t*e opti'u' usage o raw 'aterials. T*e plant also *as an e8tensive

=ualit( test la%orator( wit* e=uip'ent like spectrop*oto'eter< densit( 'eter< 'icro la% etc. to

conduct on t*e spot tests at various stages o production.

A t(pical %ottling line will consist o uncaser- pre was* inspection station Rconve(ers-%ottle

was*er-post was* %ottle inspection stationiller-inal lig*t inspection station-conve(or-and

caser.

4 SWOT ANALYSIS


68/78

C;-!C/- C,-+9 '8 +) ) /)-*'+3 MNC '+ ) ?./*4 It *as 'ade a re'arka%le

growt* since it origin and it *as got a good potential in spite o various *urdles co'ing its

wa(. B( going t*roug* its S2$T anal(sis we can know 'uc* 'ore a%out t*e co'pan(.

STRENGTH:

T) ;,-+9 -8 3 ) /)-*).4

S) ) 8.)+38 /'8)* %)/?:

A# S.+3 ,.*$; /'+):

T*e co'pan( *as got various ast 'oving products w*ic* are going great &o% in t*e 'arket.

T*ese sot drinks not onl( =uenc* t*irst %ut also reres* ever(one it touc*es. $ne o t*e

strong %rands o t*e co'pan( is T*u'ps +p< w*ic* speciall( doing well in t*e Indian

'arket. It *as captured one o t*e 'a&or s*ares o t*e sot drink 'arket.

B4# A*


69/78

A8 + -+ '+ '8 ?./* '8 - ;,/)) -+ -+* 8 -.) ) ;,-+')84 E+)88 8 -8 C;-!C/- C,-+9 4 S) ) ?)->+)88)8 ?'; )

;,-+9 8$/*


70/78

I+8)-* ?)->+)88 -+* .)-8 ) ;,-+9 ) ;,-+9 -8 3


71/78

S) ) .)-8 ?'; ) ;-+ -;):

(A# C,)'.8:

$ne o t*e strong co'petitors o t*e co'pan( is Pepsi Co. t*us it *as to or'ulate suc*

strategies w*ic* 'ake it to re'ain one step a*ead and give a strong co'petition to t*e

co'petitors.

So'e o t*e ot*er co'petitor in t*e pat* o growt* to t*e co'pan( is t*e local sot drinks

'anuacturers w*o pla( an active part at t*e ti'e o peak season. T*e ot*er local reres*ers

like i'%u Pani< lassi< ruit &uice etc. w*ic* *a'pers t*e sales o t*e co'pan(.

(B# G


72/78

DONT

• T*e co'pan( discourages suc* conduct and *a%its w*ic* are likel( to under'ine t*e wa(

o lie in t*e organi1ation.

• I it is 'andator( or t*e co'pan( to adopt %ot* t*e accounting standards i.e. +?AAP 6

I?AAP< t*en t*e co'pan( s*ould 'ake sure t*ere s*ould not %e violation o an( o t*e

accounting standards in +?AAP as well as in I?AAP at an( cost.

DOES

• T*e co'pan( s*ould 'ake aware and i'part knowledge to t*e e'plo(ees regarding clear

cut %iurcation o standards used +?AAP 6 I?AAP.

• T*e co'pan( s*ould take necessar( steps so t*at paper work s*ould %e as less as

possi%le< %ut t*is s*ould not %e at t*e cost o eectiveness in work.

NOTE :


73/78

14 +?AAP !! +IT;D STAT;S STADA3DS R ?;;3AE ACC;PT;D

ACC$+TI? P3ICIP;S

24 I?AAP -- IDIA ?;;3AE ACC;PT;D ACC$+TI?

P3ICIP;S


74/78

A++)K$.) 1 : M-.>) S-.) C>) -+* P),8'

WW T*e ollowing s*ares were calculated wit* respect to onl( Pepsi and Coca- Cola. $t*er

co'panies were not %roug*t under t*e purview o t*e researc* %( t*e researc* organi1ations.

114 ANNE5URE


75/78

A++)K$.) 2 : F-;.8 -);'+3 8 *.'+>8 -.>)

124 OBJECTIVES OF THE STUDY


76/78

To study How the Finance Department of “Hindustan Coca-Cola

Marketing Company works.

To have a road view of the company!s financial policies.

To learn what points are considered while processing claims of the

discount schemes or general ills.

To ensure that processes are within policies and procedures of the

company.

To ensure that the payment of the ills is made within the specified

amount of time.

To study what formalities that have to e fulfilled while making

purchases and while making payments.

To ensure the transactions that occur are properly recorded and are

recorded with the specified procedures.

To study the work process of direct route " indirect route.


77/78

#very study has some limitations in terms of time$ cost or human error

etc%& have tried my est at my level to make it an original and a genuine

one. Due to shortage of time it may e that the e'pectations wouldn!t

have een met$ still an attempt has een made inorder to represent one

of the est reports.

This pro(ect report aims at descriing the processes that are followed

while making payments to the vendors$ receiving payments from the

distriutors. & have tried to e'plain the actual process ut the meaning

that it has is not what it actually is.

)ome human errors would have een resulted while preparing this pro(ect

report.

104 MANAGEMENT STYLE


78/78

www.coca-colaindia.com.

www.cocacola.com.

www.yahoo.com.

www.wikipedia.com.

www.google.co.in.

*ctual processes in which training was received have

een defined.

14 REFERENCES
http://www.yahoo.com/http://www.wikipedia.com/http://www.google.co.in/http://www.yahoo.com/http://www.wikipedia.com/http://www.google.co.in/

Documents

Deeksha Report Coca Colacocacola