Red and Green Process and their impact

at Coca cola
Summer Training Project Report

Master of Business Administration

Prepared by:
Aarfa Khatoon
M.B.A 2nd Semester
Roll No- 1504070001

Training Supervisor:
Mr. Rajesh Pathak
(S T L)
Coca Cola, Varansi

2015-16

Department of Business Administration

Technical Education & Research Institute
Post-Graduate College, Ghazipur-233001 (U.P)
INDEX OF CONTENTS

Page No
PREFACE
ACKONOWLEDGEMENT
CHAPTER -1
Introduction to the organization
,

Brief History

CHAPTER-2
MICRO RESEARCH PROBLEM
OBJECTIVES
SCOPE
IMPORTANCE
CHAPTER-3
RESEACH METHODOLOGY
CHAPTER-4
DATA ANALYSIS & INTERPRETATION
CHAPTER-5
FINDINGS AND RECOMMENDATIONS
CHAPTER-6
CONCLUSION AND LIMITATION
BIBLIOGRAPHY
ANNEXURE

PREFACE
The MBA programme is well structured and integrated course of business
studies. The main objective of practical training at MBA level is to develop skill in
student by supplement to the theoretical study of business management in general.
Industrial training helps to gain real life knowledge about the industrial environment
and business practices. The MBA programme provides student with a fundamental
knowledge of business and organizational functions and activities, as well as an
exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us

theoretical knowledge of various subjects in the college but we are practically
exposed of such subjects when we get the training in the organization. It is only the
training through which I come to know that what an industry is and how it works. I
can learn about various departmental operations being performed in the industry,
which would, in return, help me in the future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo
the training for 2 months in a company and then prepare a project report on the same
after the completion of training.

During this whole training I got a lot of experience and came to know about
the management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the

market, theoretical knowledge is not sufficient. Beside this one need to have practical
knowledge, which would help an individual in his/her carrier activities and it is true
that Experience is the best teacher.
First chapter starts with an introduction describing Industry profile, company profile
& the history of Coca Cola. Pvt. Ltd.
The second chapter describes the objective, company problem, importance & scope
of study.
In chapter three I focused the research methodology.
In chapter four I discussed detail regarding survey analysis means data analysis and
Interpretations.
In chapter five explain finding and recommendation.
Chapter six consists of conclusion and limitation of the study.
And lastly consist bibliography and An Annexure of the project report.

ACKNOWLEDGEMENT
..
With immense pleasure, I would like to present this project report for Coca
cola India Limited. It has been an enriching experience for me to undergo my
summer training at PEPSI, which would not have possible without the goodwill and
support of the people around. As a student of TERI. P.G.C. GHAZIPUR. I would
like to express my sincere thanks too all those who helped me during my practical
training programme.
Words are insufficient to express my gratitude toward Mr. Rajesh Pathak the
Customer Executive of Sales, Mr.Rajesh Pathak Project Guide and Mr.Vikrant
Singh (Hr Manager).

I would also like to thank all the persons directly or indirectly without the
help of whom this project would not have been possible.

Aarfa Khatoon

INDUSTRY BACKGROUND
Development of the first man made sparkling or carbonated water is credited to
Joseph Priestly, the British scientist who discovered oxygen. In 1772, he invented a
method of pushing cordon dioxide in to water by dissolving it under pressure, thus
creating fairly long- lasting bubbles. The technique led to development of the softdrink industry.
By the beginning of the 19 century carbonated water was being made commercially in
France and North America; shortly thereafter, flavours (normally fruit concentrates)
were added to enliven the taste. In the 1820s, small carbonated bottling operations
were established in Canada, producing carbonated drinks in refillable bottles which
were merchandised as medicinal elixirs or tonics.
The principle of pushing carbon dioxide is still used. But now the water is first
purified in a process known as polishing. Cooled carbon dioxide is then injected at
pressures of 275-550 kilopascals. Some of the early drinks bottled in Canada were
called Birch beer, Ginger beer, Sarsaparilla, Sour Lemon, Soda Water and Cream
Soda. The first carbonated beverages or pop bottles were sealed with corks held
tightly in place with a wire binding. Wired cork closures were used until about 1884
with Codds Patented Globe Stoppers. The Crown cap was introduced around 1905
and improved versions are still widely used, although they are gradually being
replaced, especially on larger containers, with reclosable screw caps.
Other packaging innovations since the mid-1960s include canned carbonated
beverages, non returnable glass bottles and container made from rigid plastics.

However, an effort is being made often through provincial legislation, to increase the
use of returnable glass containers

COMPETETIVE SITUATION
C o mp e t i t i v e a rea a mo n g C o ke & P e p s i
Coca-Cola India Pvt Ltd maintained its leading position in soft
drinks in India, followed by PepsiCo India Holdings Pvt Ltd in
2006. Whilst the retail volume shares of Coca-ColaIndia and
PepsiCo India slipped in 2006, as a result of the growing health
concerns caused by the aftermath of the pesticides controversy
both maintained a comfortable lead over the other manufacturers.
Parle, Bisleri Ltd has steadily gained shares from the carbonates
giants over the review period, to emerge as the third ranked
company in 2006. The battleground for beverages has moved from
carbonates to bottled water and fruit/vegetable juice, with
manufacturers turning their attention towards these healthier
beverages, as consumer interest continues to surge forward. A
number of new players have entered fruit/vegetable juice and
bottled water, v ying for a slice of the growing pie.

W h i l e c r i c k e t h a d a l w a ys b e e n t h e m o s t p o p u l a r s p o r t i n I n d i a ,
with new technology coming into cricket from coverage to sports
gear to day/night versions of the game, it was set to acquire the
status of a religion in the sub-continent. Pepsi picked upthe
opportunity early on by not only contracting the rights to all
Tes t s a n d O n e D a y I n t e r n a t i o n a l s ( O D I s ) p l a y e d i n I n d i a , b u t a l s o
s i g n i n g u p t o p p e r f o r m e r s e a r l y s u c h a s S a c h i n Ten d u l k a r a n d
Rahul Dravid and creating some very cutting edge and
memorableadvertising campaigns with them.

The distribution network of Coca cola had 6.5 lakh outlets across
the country , which the company is planning to increase to 8 lakhs
. On the other hand Pepsi Co's distribution network had 6 lakh
outlets across the country which it is planning to increase to 7.5
Lakh.

C O M PAN Y B A C K - G R O U N D
Coca Cola company is the global company and has completed
1 2 2 y e a r s o f c o n s u m e r s e r v i c e w i t h s o m e o f t h e w o r l d s m o s t
widely recognized brands , the coca-cola business in INDIA, as in
each country where they operate, is a local business . Their
beverage is produced locally employing Indian citizen, their
product range and marketing reflects Indian taste and lifestyles.
After a 16 year s absence, Coca-Cola returned to India in 1993.
The company presence in India was cemented in November that
y e a r i n a d e a l t h a t g a v e C o c a - C o l a o w n e r s h i p o f t h e n a t i o n s t o p
soft drinks brands and bottling network .Coca-Cola India has
made significant investment to builds and continually improve its
business in India , including new production
facilities ,
wastewater treatment
p l a n t s , a n d d i s t r i b u t i o n s ys t e m a n d
marketing equipment .
C o c a - c o l a b u s i n e s s s ys t e m d i r e c t l y e m p l o y s a p p r o x i m a t e l y 6 0 0 0
local people in India. In fact, they indirectly create emplo yment
for more than 1, 25,000 people in related industries through their
v a s t p r o c u r e m e n t , s u p p l y a n d d i s t r i b u t i o n s ys t e m s . Vir t u a l l y a l l
the goods and services required to be produced and marketed by
coca- cola locally are made in India.
T h e c o c a - c o l a s ys t e m i n I n d i a c o m p r i s e s 2 7 w h o l l y o w n e d
companies -owned bottling operations and another 17 franchise
owned bottling operations. A network of 29 contracts packers
a l s o m a n u f a c t u r e s a r a n g e o f p r o d u c t s f o r t h e c o m p a n y. T h e
complexity of the Indian market is reflected in the distribution
fleet, which include 10 tones trucks, open bay three wheelers that
c a n n a v i g a t e t h e n a r r o w a l l e y w a ys o f I n d i a n c i t i e s , a n d t r a d e m a r k
tricycles and pushcarts.

One wrong move can lead to dramatic changes in market share.

The pricing is quite essential in the business and any minor
c h a n g e c a n l e a d t o h u g e c h a n g e s i n f o r t u n e s . Ad v e r t i s i n g h e r e i s
conventional, not in content but in terms of time frames.
Ever ything boils down to advertising and distribution strategies ,
its plan or lack of them for the non-cola segment , plan of attack
in rural markets , and its profitability and growth rates.
Soft drinks have fairly high elasticity of demand, which ensures
that producers must strike a fine balance between prices and sales
volumes. Coke has decided to peg prices similar to other products
and tries to gain market share through vigorous promotional
activities.

The infrastructural cost are high but you have to rework your
other costs like credits and discounts and bring them down ,
which is exactly what it is doing at the moments.
Coke sells mostly through fat dealers who sell the products of
both companies and they undercut all the time. There are plenty
of innovations possible in distribution that can cut costs. For the
same no of accounts in the north you require more people,
vehicles, and basically more expenditure. Therefore it makes
sense to pre-sell or in other words, book orders and then sell this
reduces recurring costs and revenue expenditure comes down.

D r. J O H N S T I T H P E M B E RTO N :
The Founder of
Coca-Cola

D r. J o h n S t i t h P e m b e r t o n f o r t h e f i r s t t i m e p r o d u c e d t h e s y r u p f o r
Coca-Cola on May 8, 1886. Coca-Cola originated as a soda
fountain beverage in 1886 selling 5 cents for a glass. Early
growth was impressive, but it was only when a strong bottling
system developed that Coca-Cola became the world famous brand
i t i s t o d a y.
The Coca-Cola offers more than 400 brands in over 200 countries.
From Inca Kola, a soft drink found in north & south America and

10

S a m u r a i , a n e n e r g y d r i n k a v a i l a b l e i n As i a , t o Vit a , a n Af r i c a n
j u i c e d r i n k a n d B o n Aq u a , a w a t e r f o u n d i n 4 c o n t i n e n t s . T h e
Coca-Cola Company is dedicated to not only producing quality
p r o d u c t s , b u t s a t i s f y i n g t h e t h i r s t f o r o p p o r t u n i t y, e d u c a t i o n a n d
economic development across the Globe. Our product variety
spans the Globe.

11

C O M PAN Y P R O F I L E
The Coca-Cola Company is the Global soft drink industry leader;
w i t h w o r l d h e a d q u a r t e r i n At l a n t a , G e o r g i a . T h e c o m p a n y a n d i t s
s u b s i d i a r i e s a n d b e v e r a g e b a s e s f o r C o c a - C o l a , t h e c o m p a n y s
flagship brand, and over 160 other company soft drink brands are
manufactured

and

sold

by

The

Coca-Cola

Company

and

its

subsidiaries in nearly 200 countries around the world. In fact,

approximately 70% of company volume and 80% of company
profit come from outside the United States. The products of The
C o c a - C o l a C o m p a n y t o u c h l i v e s e v e r yw h e r e . T h e i r c o r e b r a n d s
have made an impact around the world, brands such as Fanta,
Sprite and of course, Coca-Cola are available and recognized in
many countries. Each of their brands is distributed in one or more
countries

are

tailored

to

the

cultures

and

taste

of

those

consumers. So where you are sure to find a coca-cola product.

After a 16 years absence, Coca-Cola returned to India in 1993.
The company presence in India was cemented in November that
y e a r i n a d e a l t h a t g a v e C o c a - C o l a o w n e r s h i p o f t h e n a t i o n s t o p
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

s ys t e m s

and

marketing

equipment.
D u r i n g t h e p a s t d e c a d e , t h e C o c a - C o l a s ys t e m h a s i n v e s t e d m o r e
t h a n U S $ 1 b i l l i o n i n I n d i a . C o c a - C o l a i s o n e o f t h e c o u n t r y s
top international investors. In 2003, Coca-Cola India pledged to
invest a further US $ 100 million in its operations. Coca-Cola
business

s ys t e m

directly

employs

approximately

6000

local

people in India. In India, we indirectly create emplo yment for

more than 1, 25,000 people in related industries through our vast
p r o c u r e m e n t , s u p p l y a n d d i s t r i b u t i o n s y s t e m . Vir t u a l l y a l l t h e
goods and services required to produce and market Coca-Cola
locally are made in Indi

12

e K O sy s t e m
T h e C o c a - C o l a E n v i r o n m e n t a l M a n a g e m e n t S ys t e m . T h e C o c a Cola Company has 78 manufacturing location across 24 states of
t h e c o u n t r y. T h e C o m p a n y h a s o n e s i n g l e e n v i r o n m e n t a l s ys t e m ,
eKO system, implemented at all its operations in 202 countries
a c r o s s t h e w o r l d . T h e e K O s ys t e m i s a t o o l t h a t i n t e g r a t e s
environment management with business planning cycle. The eKO
system primarily comprises of two main facets namely:
(i)

Environment and

(ii)

ESafety and loss Prevention (SLP)

B o t h t h e f a c e t s a r e a l i g n e d w i t h i n t e r n a t i o n a l m a n a g e m e n t s ys t e m
standards, ISO 14001 for Environment Management and OSHAS
1 8 0 0 1 f o r S a f e t y M a n a g e m e n t . As o n J u n e 2 0 0 8 , 4 0 m a n u f a c t u r i n g
units are certified to ISO 14001 and 8 units are certified to
OSHAS 18001 standards. Company owned bottling operations at
Var a n a s i

received

prestigious

Golden

Peacock

Awa r d

on

Environment Management for 2005. The same award was also

received by the company operations at Dasna, Ameenpur, and
B a d d i f o r 2 0 0 4 , 2 0 0 3 a n d 2 0 0 2 r e s p e c t i v e l y. T h e a w a r d s a r e
c o n f e r r e d b y I n s t i t u t e o f D i r e c t o r s i n a s s o c i a t i o n w i t h Wor l d
Environment

Foundation

implementation

of

(WEF)

Environmental

in

recognition
and

Quality

of

effective

Management

S ys t e m ( E M S ) b y t h e s e u n i t s .
Some of the Prime Environmental considerations followed in
business decision are:

13

1. Environmental due diligence before acquiring land.

2. Environmental impact assessment before commencing operations.
3 . G r o u n d w a t e r a n d e n v i r o n m e n t a l s u r v e ys b e f o r e s e l e c t i n g s i t e s .
4. Diligent
compliance
requirements.

with

all

regulatory

environmental

5. Ban on purchase of refrigeration equipment containing CFCs

(known to be Ozone depleting).
6. Installation of effluent treatment plant at each manufacturing
locations.
7. Separate collection and treatment of domestic and industrial
effluent as per Company OR Local Standard.

14

C O M PAN Y P O L I C I E S

T h e C o c a - C o l a e K O s ys t e m a r e
governed by five major policies
that
affirm
the
environmental
responsibilities of The Coca-Cola
Company and serve as guidelines
for our business partners around
the world. Each of these policies is
supported by specific requirements
and practices that govern our daily operations and are
fundamental
to
achieving
results
consistent
with
environmental leadership.

Our Five Policies are:

1. COMMITMENT
2. COMPLIANCE & BEYOND
3 . A C C O U N TAB I L I T Y
4. CITIZENSHIP
5. BELIEF

1 . C O M M I T M E N T TO L E A D :

15

We b e l i e v e t h a t a n e f f e c t i v e e n v i r o n m e n t a l m a n a g e m e n t
system requires involvement of emplo yees at all levels.
Our commitment to protect and preserve the environment
extends throughout the organization.
Business Planning
Operations plan environmental management activities
through annual business planning.
Top m a n a g e m e n t p e r i o d i c a l l y r e v i e w s t h e p r o g r e s s o n
implementation of environmental projects
Operations Personnel
Dedicated environmental team at Corporate.
Each plant designates a plant environmental
c o o r d i n a t o r.
Operations management provides written
descriptions of roles and responsibilities for
environmental coordinators, and evaluates their
p e r f o r m a n c e a n n u a l l y.
Operations Support
Operations management provides training to help
personnel effectively implement environment management
system.
Individuals with operational environmental
responsibility regularly improve their
environmental knowledge and expertise by
participating in users, seminars, meetings and
other programs.
\
Compan ySupport
The Company develops training programs
t o a d d r e s s s ys t e m w i d e

environmental
topics
and
provides
guidance
on
implementation.
The Company works with our bottling partners to
help
them
implement,
at
a
minimum,
T h e C o c a - C o l a e K O s ys t e m o r a n e q u i v a l e n t e n v i r o n m e n t a l
management system.

16

.
2 . C O M P L I A N C E AN D B E Y O N D :
Our commitment to the environment extends beyond compliance.
Even in the absence of specific regulatory requirements, we
operate in an environmentally responsible manner in accordance
w i t h t h e e n v i r o n m e n t a l s t a n d a r d s o f T h e C o c a - C o l a C o m p a n y.
Legal Requirements
Operations management is responsible for ensuring compliance
with applicable environmental legal requirements.
In absence of local environmental regulations, the company
f o l l o w s i t s g l o b a l s t a n d a r d o n e n v i r o n m e n t m a n a g e m e n t , e K O
system. Example include carr ying out Environmental Due
Diligence prior to acquiring, selling or leasing real estate.
Was t e w a t e r M a n a g e m e n t
The company operations are designed to minimize wastewater
generation through implementation of REDUCE, REUSE and
R E C Y C L I N G p o l i c y.
The wastewater generated at each manufacturing location is treated
as per local State Pollution Control Board (SPCB) requirement and
company standards. The wastewater treatment plants are designed
to comply with the company standards as well as the local SPCB
standards.
A s p e r c o m p a n y p o l i c y, w a s t e w a t e r t r e a t m e n t o p e r a t i o n s a r e
required to be equipped with fish pond to demonstrate support of
a q u a t i c l i f e i n c o m p a n y s t r e a t e d w a s t e w a t e r.

Informing Stake Holders

The Company establishes mechanisms to
communicate effectively with emplo yees, consumers,
governments, shareowners and other stakeholders on
environmental performance, including environmental
reporting.
T h e C o m p a n y, i n c o n j u n c t i o n w i t h l o c a l o p e r a t i o n s a s
appropriate, communicates with stakeholders on
environmental performance.
Environmental Due Diligence
Operations conduct environmental due diligence assessments
prior to acquiring, selling or leasing real estate
The Company conducts due-diligence assessments of
Compan y-led real estate transactions.

3 . AC C O U N T I B I L I T Y

We a r e a c c o u n t a b l e f o r o u r a c t i o n s . T h e C o c a - C o l a C o m p a n y
conducts audits of its environmental, health and safety (EHS)
performance and practices, documents the findings and takes
necessary improvement actions.
E n v i r o n m e n t a l & S a f e t y Au d i t s

The Compan y's corporate function conducts EHS compliance

audits of all company
owned bottling operations and other facilities identified by
Corporate Legal at
regular intervals.
Local Company management (i.e., Divisions/Regions)
conducts internal EHS
a u d i t s p e r i o d i c a l l y.

4. CITIZENSHIP:
S e e k i n g S u p p o r t O f Al l F o r E f f e c t i n g
Positive Environmental Contribution

We s e e k t o
organizations
We d i r e c t o u r
activities and
contribution.

cooperate with public, private and governmental

in identifying solutions to environmental challenges.
company's skills, energies and resources toward
issues where we can make a positive and effective

Stewardship - The Coca-Cola Identity

We a r e s t e w a r d s o f b r a n d s u n i v e r s a l l y r e c o g n i z e d f o r q u a l i t y
a n d c o n s i s t e n c y. Wit h t h a t s t e w a r d s h i p c o m e s t h e e x p e c t a t i o n o f
excellence in our business conduct, which is essential if we are to
continue to be trusted neighbors in the communities where we do
business. Our efforts on the environment are inclusive and
proactive at the local, division and corporate levels.
We a c t r e s p o n s i b l y, d o i n g t h e r i g h t t h i n g w i t h r e g a r d t o t h e
local and global environment as we build and nurture strong
brands.
As responsible stewards of the environment and our brands, we
will take progressive actions that focus on minimizing our impact
on the environment and strive for continuous improvement.
We h a v e a s o u r g o a l t o l e a d o n t h e e n v i r o n m e n t , t h r o u g h
commitment and innovation in the communities where we do
b u s i n e s s . We p r o v i d e l e a d e r s h i p i n t h r e e c r i t i c a l a r e a s :
Wat e r e f f i c i e n c y a n d w a t e r q u a l i t y
Energy efficiency
Eliminating or minimizing solid waste

Considerations and operations.

Our activities focus on community involvement based on
understanding local and global environmental issues,
leadership on research to provide innovative solutions,
and open and ongoing dialogue on our environmental
efforts.
The company and operations share best practices on
resource management techniques amongst each other and,
where appropriate, with local communities.

5. BELIEFS

There is much in our world to celebrate, refresh, strengthen and

protect. The Coca-Cola Company is a vibrant network of people, in
over 200 countries, putting citizenship into action. Through our
actions as local citizens, we strive every day to refresh the
marketplace, enrich the workplace, protect the environment and
strengthen our communities.

We a r e a l o c a l e m p l o y e r, w i t h r e s p o n s i b i l i t y t o e n a b l e o u r
people to tap into their full potential; working at their
innovative best and representing the diversity of the world
we serve.

We a r e a n i n v e s t o r i n l o c a l e c o n o m i e s a n d a d r i v e r o f
marketplace innovation, with a responsibility to act as a good
steward of our natural environment.

And we are a local citizen, understanding our responsibility

to contribute to an improved quality of life in our
communities.

C o m m i t m e n t To Q u a l i t y : T h e C o c a - C o l a Q u a l i t y S ys t e m i s a
worldwide initiative involving every aspect of their business.
Ever yone who works for or with Coca-Cola is empowered and
expected to maintain the highest standards of quality in products,
processes and relationships. They are never content to let our
standards become static. The Coca-Cola Quality System mandates
in-depth self-assessment throughout their operations, by all their
business units. This enables them to raise
t h e i r s t a n d a r d s e v e n h i g h e r.
In their ingredient evaluation laboratories,
for example, they perform precise analysis
of fruit juices and other ingredients sent to
them by their suppliers, to ensure and to
i m p r o v e p r o d u c t q u a l i t y. T h e i r p r o c e s s e s ,
too, undergo constant

S c r u t i n y, t o s a f e - g u a r d t h e w a t e r t h e y u s e i n t h e i r p r o d u c t s a n d t h e
packaging that carries them to their consumers. They inform and
educate their business partners about their standards, so that they
meet the highest quality requirements. Under the Coca-Cola
Q u a l i t y S ys t e m , q u a l i t y i s t h e i r h i g h e s t b u s i n e s s o b j e c t i v e a n d
their enduring obligation.

Code of Business Conduct: to reaffirm

their commitment to ethical behaviour as
an organization and as individuals, they
issued a revised code of business conduct
in 2002 to every employee worldwide.
This code continues to serve as a guide to
their actions, advancing and protecting
t h e i r c o r e v a l u e s o f H o n e s t y, I n t e g r i t y,
D i v e r s i t y,
Q u a l i t y,
Respect,
Responsibilit y and Accountability
It presents the information in clear, easyto understand terms, adding procedural
guidelines that establish steps for investigating and addressing
possible violations of the code. It also extend its scope to the
conduct of compan y directors, as well as emplo yees and officers.
These changes and additions make The Coca-Cola Company Code
of business conduct a powerful
resource for protecting their
C o m p a n y s r e p u t a t i o n f o r i n t e g r i t y.

M I S S I O N , VI S I O N , VAL U E S & D I V E R S I T Y
Mission
Create consumer products services and communications customers service
and bottling system strateg y process and tools in order to create
competitive advantage and deliver superior value to-Consumers as a
superior beverage experience.

Consumers as an opportunity to grow profit through the use of

finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and

value added.

Suppliers as an opportunity to make reasonable when creating real

v a l u e a d d e d i n e n v i r o n m e n t o f s ys t e m w i d e t e a m w o r k , f l e x i b l e
business system and continuous improvement.

Indian society in form of contribution to economic and social

development.

V is i o n

PROFIT: Maximizing return to shareowners while being mindful of

our overall responsibilities.

PEOPLE: Being a great place to work where people are inspired to

be the best they can be.

P O RTF O L I O : B r i n g i n g t o t h e w o r l d a p o r t f o l i o o f b e v e r a g e b r a n d s
that anticipate and satisfy peoples Desires and needs.

PARTN E R S : N u r t u r i n g a w i n n i n g n e t w o r k o f p a r t n e r s a n d b u i l d i n g
m u t u a l l o y a l t y.

P L A N E T: B e i n g a r e s p o n s i b l e g l o b a l c i t i z e n t h a t m a k e s a
difference.

Val u e s
We a r e g u i d e d b y s h a r e d v a l u e s t h a t w e w i l l l i v e b y a s a c o m p a n y
and as individuals

Leadership: "The courage to shape a better future"

Passion: "Committed in heart and mind"

Integrity: "Be real"

A c c o u n t a b i l i t y : " I f i t i s t o b e , i t s u p t o m e "

Collaboration: "Leverage collective genius"

Innovation: "Seek, imagine, create, delight"

Quality: "What we do, we do well"

DIVERSITY
W h e n w e t a l k a b o u t t h e f u t u r e a t T h e C o c a - C o l a C o m p a n y, w e t a l k
about being the preferred beverage company for consumers, the
preferred emplo yer in the labor market, the preferred partner among
our customers and a valued member of every community in which we
operate. These are our aspirations. While not entirely there yet, we
are getting closer - thanks in large part to our ability to
leverage the skills and insights of our diverse global workforce.
The Coca-Cola Company operates in more than 200 countries, and on
a global basis, we have the most inclusive workforce in the world.
Our greatest opportunity is to maximize this asset.
In 2008 we adopted our Manifesto for Growth, a vision for our
C o m p a n y. I b e l i e v e d i v e r s i t y i s a g r e a t e n a b l e r o f o u r f u l f i l l m e n t o f
this vision. I see diversity as a business imperative that will help the
company achieve sustainable growth and be the most respected
company in the world.

LEADERSHIP

E. NEVILLE ISDELL:
Chairman, Board of Directors and Chief Executive Officer of the
C o c a - C o l a C o m p a n y.

E. Neville Isdell leads The Coca-Cola Company into the new

century with a firm commitment to the values and spirit of the
world's greatest brand. He was named chairman and chief executive
officer in June 2004 and is the 12th chairman of the Board in the
h i s t o r y o f t h e C o m p a n y.
Under Neville Isdell's leadership, we have positioned The CocaCola Company for growth, guided by our mission to provide
b r a n d e d b e v e r a g e s t h a t r e f r e s h p e o p l e a r o u n d t h e w o r l d , a n yw h e r e ,
a n y t i m e , e v e r y d a y. A t a l e n t e d a n d h i g h l y e x p e r i e n c e d w o r l d w i d e
m a n a g e m e n t t e a m c o o r d i n a t e s o u r n e w, n i m b l e a n d e n t r e p r e n e u r i a l
network.

Atul Singh
P r e s i d e n t & C h i e f E x e c u t i v e O f f i c e r, C o c a - C o l a I n d i a
Atul Singh is the President & CEO of Coca-Cola India, a responsibility
that he took over on September 1, 2005 after working as the President of
E a s t , C e n t r a l & S o u t h ( E C S ) C h i n a D i v i s i o n o f C o c a - C o l a . At u l i s
responsible for Coca-Colas operations in India, Sri Lanka, Bangladesh,
Bhutan, Nepal and the Maldives.
Under his stewardship, Coca-Cola s business in India has undergone major
transformation and reported eleven consecutive quarters of growth. This is
a r e c o r d f o r t h e c o m p a n y.
Last Quarter of Financial year 2008-09 i.e. Jan-Mar was the most
p r o f i t a b l e o n e f o r t h e c o m p a n y.
A t u l j o i n e d T h e C o c a - C o l a C o m p a n y i n 1 9 9 8 a s Vic e P r e s i d e n t ,
Operations of Coca-Cola, India Division. He led the Franchise Operations
a n d K e y Ac c o u n t s g r o u p o f t h e I n d i a D i v i s i o n f r o m 1 9 9 8 t o 2 0 0 1 .

Atul then moved to China for his stint as Region Manager of East China,
China Division and later became the President of the ECS, China
D i v i s i o n . T h e D i v i s i o n c o n s i s t e d o f S h a n g h a i , t h e S w i r e Ter r i t o r i e s o f
C h i n a , H o n g K o n g a n d Tai w a n . Ad d i t i o n a l l y,
Atul was also responsible for the global and strategic Key Customer
Relationships for Greater China and was a member of the Customer

L e a d e r s h i p C o u n c i l . P r i o r t o t h i s , At u l s e r v e d a s D e p u t y D i v i s i o n
President and headed the Operations group of China Division.
Under his leadership, mainland China operations were among the fastest
growing Coca-Cola businesses.
Prior to joining Coca-Cola,
Atul worked with The Colgate Palmolive Compan y for 10 years and held
s e v e r a l r o l e s i n c l u d i n g C o u n t r y G e n e r a l M a n a g e r, N i g e r i a ( 1 9 9 5 - 1 9 9 8 ) ,
Finance Director and then Country General Manager, Romania (19921 9 9 5 ) a n d F i n a n c e M a n a g e r, B o d y C a r e D i v i s i o n , U S A ( 1 9 9 0 - 1 9 9 2 ) . P r i o r
t o C o l g a t e , A t u l w o r k e d a s a n Au d i t o r w i t h P r i c e Wat e r h o u s e i n N e w Yor k .
Atul is currentl y the Chair man of American Chamber of Commerce
(AMCHAM) in India, Chairman of the Environment Committee of
Confederation of Indian Industry (CII) and the Chairman of the Sports
Committee of Federation of Indian Chambers of Commerce and Industry
( F I C C I ) . At u l i s a l s o a m e m b e r o f t h e You n g P r e s i d e n t s O r g a n i z a t i o n , a
global body dedicated to creating Better Leaders through Education and
Idea Exchange .
Atul is a Commerce Graduate from St. Xavier s College, Kolkata and
h o l d s a n M B A d e g r e e f r o m Tex a s C h r i s t i a n U n i v e r s i t y, U S A . H e h a s
t r a v e l e d e x t e n s i v e l y t h r o u g h t h e g l o b e a n d h a s h a d w o r k i n g s t i n t s i n As i a ,
Africa, Europe and North America.

A R O U N D TH E WO R L D

The Coca-Cola Company has long been a worldwide business. The

first soda fountain sales to Canada and Mexico were recorded in
1897. The first international bottler -- in Panama -- was
established in 1906. They entered China in 1927 and our 100th
country -- Sierra Leone -- in 1957.
Tod a y, T h e C o c a - C o l a C o m p a n y i s t h e l a r g e s t b e v e r a g e c o m p a n y
with the most extensive distribution system in the world. But they
are so much more. Their vision spans across five areas:

People

T h e C o c a - C o l a C o m p a n y, i n c l u d i n g t h e b o t t l i n g e n t i t i e s t h e y
own, emplo ys approximately 55,000 people. More than 44,000
of those employees work for the Company outside of the United
States.

They are the largest private-sector employer across all of

A f r i c a . An d i n t h e c o u n t r y o f S o u t h Af r i c a , f o r e v e r y o n e j o b
created by the Coca-Cola system, 16 jobs are created in the
i n f o r m a l r e t a i l s e c t o r.

Planet

Wor k i n g w i t h t h e i r B r a z i l i a n p a r t n e r s , t h e C o m p a n y h a s
launched a program to reduce greenhouse gas emissions by
using alternative fuels. Their bottling partner in Sao Paulo has a
fleet of approximately 140 trucks running on 5 percent biodiesel
( m a d e f o r m c a s t o r b e a n s a n d s o yb e a n s ) .

The Coca-Cola Scholars Foundation has awarded more than $26

million in higher-education scholarships to 3,250 students in the
United States since its inception in 1986.

The Coca-Cola system has a comprehensive HIV/AIDS health

c a r e p r o g r a m i n Af r i c a , c o v e r i n g n e a r l y 6 0 , 0 0 0 e m p l o y e e s , t h e i r
spouses and their child.

Portfolio

The "Make Every Drop Count" campaign, launched in North

America, is designed to help increase awareness of the benefits
of the Company's broad beverage portfolio and its commitment
to consumers.

B o n a q u a B o n a c t i v e l a u n c h e d i n H o n g K o n g i n Ap r i l 2 0 0 5 a n d i s
the first electrolyte replenishment and rehydration casual sports
drink released under the Bonaqua trademark.
Profit

Approximately 72 percent of their unit case volume is from

operations outside of North America.

In 2005, they had double-digit unit case volume growth in

Pakistan, China, Eg ypt and Russia.

Partners

In partnership with the Italian Ministry of Education and the

Italian National Olympic Committee, they have created the
" S c h o o l s i n M o t i o n " p r o g r a m i n I t a l y t o e n c o u r a g e p h ys i c a l
a c t i v i t y. M o r e t h a n 1 3 0 , 0 0 0 s t u d e n t s f r o m 1 , 2 0 0 s c h o o l s h a v e
participated.

T H E WO R L D O F C O C A - C O L A

Now Open!
Discover the secret formula to happiness within!
For over 120 years, they've been putting their secret formula into
b o t t l e s . N o w, t h e y ' v e p u t i t a l l i n o n e a m a z i n g p l a c e - - T h e N E W
Wor l d o f C o c a - C o l a .
A t l a n t a ' s n e w, m u s t s e e d e s t i n a t i o n o f f e r s e v e n m o r e y o u m u s t s e e !
From a thrilling, multi-sensory 4-D theater to a gallery dedicated
to Coke and pop culture, around every corner you'll experience
something new and inviting. Meet their 7-foot Coca-Cola polar
b e a r. Tak e y o u r t a s t e b u d s o n a t a n t a l i z i n g t o u r o f u p t o 7 0
different beverage products, or create your own refreshing blend!
Inside, you'll find there's a secret formula to everything we do.
V is i t t h e m a t P e m b e r t o n P l a c e t o d i s c o v e r i t a l l f o r y o u r s e l f .

ORGANISATION CHART
A D VAN C E D S A L E S AN D S E RVI C E S P V T. LTD .

DIRECTOR

SALES
MANAGER

GENERAL
MANAGER
MARKETING
MANAGER

EXECUTIVE

MARKET
DEVLOPER

PROMOTER

PRODUCT RANGE

Coca-Cola | Thums Up | Fanta | Limca | Sprite | Maaza | Kinley |

Georgia | Minute Maid

COKE:
T h e w o r l d s f a v o r i t e d r i n k . T h e w o r l d s m o s t v a l u a b l e b r a n d . T h e
most recognizable word across the world after OK.
Coca-Cola has a truly remarkable heritage. From a humble
beginning in 1886, it is now the flagship brand of the largest
m a n u f a c t u r e r, m a r k e t e r a n d d i s t r i b u t o r o f n o n - a l c o h o l i c b e v e r a g e s
in the world. In India, Coca-Cola was the leading soft drink till

1977 when govt. policies necessitated its departure. Coca-Cola

made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and
more people, even in the remote and inaccessible parts of the
nation. Coca-Cola returned to India in 1993 and over the past ten
years has captured the imagination of the nation, building strong
a s s o c i a t i o n s w i t h c r i c k e t , t h e t h r i v i n g c i n e m a i n d u s t r y, m u s i c e t c .
Coca-Cola has been very strongly associated with cricket,
s p o n s o r i n g t h e Wor l d C u p i n 1 9 9 6 a n d v a r i o u s o t h e r t o u r n a m e n t s ,
including the Coca-Cola Cup in Sharjah in the late nineties. CocaC o l a s a d v e r t i s i n g c a m p a i g n s J o C h a h o H o J a y e a n d L i f e H o To
A i s i w e r e v e r y p o p u l a r a n d h a d e n t e r e d t h e y o u t h s v o c a b u l a r y. I n
2002, Coca-Cola launched the campaign Thanda Matlab CocaC o l a w h i c h s k y- r o c k e t e d t h e b r a n d t o m a k e i t I n d i a s f a v o r i t e
soft-drink brand. In 2003, Coke was available for just Rs.5 across
the country and this pricing initiative together with improved
distribution ensured that all brands in the portfolio grew leaps and
bounds. Coca-Cola had signed on various celebrities including
m o v i e s t a r s s u c h a s K a r i s h m a K a p o o r, c r i c k e t e r s s u c h a s S r i n a t h ,
S o u r a v G a n g u l y, s o u t h e r n c e l e b r i t i e s Vij a y i n t h e p a s t a n d t o d a y,
i t s b r a n d a m b a s s a d o r s a r e Aa m i r K h a n , H r i t h i k R o s h a n , A i s h w a r y a
R a i , Viv e k O b e r o i a n d c r i c k e t e r Vir e n d r a S e h w a g .

T H U M S U P : S t r o n g c o l a Tas t e , E x c i t i n g P e r s o n a l i t y
Thums Up is a leading carbonated soft drink and most trusted
brand in India. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993. Thums Up is known
for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the man
f r o m t h e b o ys .

FAN TA:

I n t e r n a t i o n a l l y, F a n t a T h e o r a n g e d r i n k o f T h e C o c a - C o l a
C o m p a n y, i s s e e n a s o n e o f t h e f a v o r i t e d r i n k s s i n c e 1 9 4 0 s. F a n t a
entered the Indian market in the year 1993. Over the years Fanta
has occupied a strong market place and is identified as The Fun
Catalyst. Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting taste and tingling bubbles that not just
uplifts feelings but also helps free spirit thus encouraging one to
indulge in the moment. This positive imagery is associated with
h a p p y, c h e e r f u l a n d s p e c i a l t i m e s w i t h f r i e n d s .

LIMCA:
Lime n Lemoni Limca, the drink that can cast a tangy refreshing
spell on anyone, anywhere. Born in 1971, Limca has been the original
thirst choice, of millions of consumers for over 3 decades. The brand
has been displaying health y volume growths year on year and Limca
c o n t i n u e s t o b e t h e l e a d i n g f l a v o u r s s o f t d r i n k i n t h e c o u n t r y. T h e
sharp fizz and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher has continuously
strengthened the brand franchise. Limca energizes refreshes and
transforms. Dive into the zingy refreshment of Limca and walk away a
new person
SPRITE:
Wor l d w i d e S p r i t e i s r a n k e d a s t h e N o . 4 s o f t d r i n k a n d s o l d i n m o r e
than 190 countries. In India, Sprite was launched in year 1999 and
today it has grown to be one of the fastest growing soft drinks,
l e a d i n g t h e c l e a r l i m e c a t e g o r y. Tod a y S p r i t e i s p e r c e i v e d a s a
y o u t h i c o n . W h y?
W it h a s t r o n g a p p e a l t o t h e y o u t h , S p r i t e h a s s t o o d f o r a s t r a i g h t
f o r w a r d a n d h o n e s t a t t i t u d e . I t s c l e a r c r i s p r e f r e s h h i n g e t a s t e
e n c o u r a g e s t h e t o d a y s y o u t h t o t r u s t t h e i r i n s t i n c t s , i n f l u e n c e
them to be true to who they are and to obey their thirst.

MAAZA:
Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the
y e a r. I n 1 9 9 3 , M a a z a w a s a c q u i r e d b y C o c a - C o l a I n d i a . M a a z a
c u r r e n t l y d o m i n a t e s t h e f r u i t d r i n k c a t e g o r y. O v e r t h e y e a r s , b r a n d
Maaza has become synon ymous with Mango. This has been the
r e s u l t o f s u c h s u c c e s s f u l c a m p a i g n s l i k e Taa z a M a n g o , M a a z a
M a n g o a n d B o t e l M e i n Aa m , M a a z a h a i N a a m . C o n s u m e r s
regard Maaza as wholesome, natural, fun drink which delivers the
real experience of fruit. The current advertising of Maaza positions
is as an enabler of fun friendship moments between moms and kids
as moms trust the brand and the kids love its taste. The campaign
builds on the existing equity of the brand and delivers a relevant
emotional benefit to the moms rightly captured in the tagline
Yaa r i D o s t i Taa z a M a a z a .
K I N L E Y:
Wat e r a t h i r s t q u e n c h e r t h a t r e f r e s h e s , a l i f e g i v i n g f o r c e t h a t
w a s h e s a l l t h e t o x i n s a w a y. A r i t u a l p u r i f i e r t h a t c l e a n s e s , p u r i f i e s ,
t r a n s f o r m s . Wat e r t h e m o s t b a s i c n e e d o f l i f e , t h e v e r y s u s t e n a n c e
of life, a celebration of life itself. The importance of water can
never be understated. Particularly in a nation such as India where
water governs the lives of the millions, be it as part of ever yday
rituals or as the monsoon which gives life to the subcontinent.
Kinley water understands the importance and value of this life
giving force. Kinley water thus promises water that is as pure as it
i s m e a n t t o b e . Wat e r y o u c a n t r u s t t o b e t r u l y s a f e a n d p u r e .
Kinley water comes with the assurance of safety from the CocaC o l a C o m p a n y. T h a t i s w h y c o m p a n y i n t r o d u c e d K i n l e y w i t h
reverse-osmosis along with the latest technology to ensure the
p u r i t y o f t h e p r o d u c t . T h a t s w h y C o c a - C o l a g o e s t h r o u g h r i g o r o u s
testing procedures at each and every location where Kinley is
produced. Because they believe that right to pure, safe drinking
water is fundamental. A universal need, which cannot be left to
chance.

War e h o u s i n g a n d D e l i v e r y :

In order to make sure the freshest beverages possible get to you,

each warehouse must efficiently manage the thousands of
b e v e r a g e s c a s e s p r o d u c e d e a c h d a y. B e v e r a g e o r g a n i z a t i o n i s k e y,
though it's the bottle and can coding that allow for the necessary
precision. From the warehouse, we load beverages onto our
d i s t i n c t i v e t r u c k s . N i g h t a n d d a y, o u r t r u c k s a r e d e l i v e r i n g o u r
refreshing beverages to stores, soda fountains, and vending
machines near you.

M A R K E T I N G S T R ATE G Y
1. 7-Step call

ModelOutside signage
To g r e e d t h e c u s t o m e r
War m D i s p l a y
Inside Signage
Cooler purity &merchandising
Order taking and range selling
Giving thanks.

2 . P R O D U C T-

(i)

COCA COLA :-

It has brown colour with content of CO 2 which makes its cola

f l a v o u r s h e a v y. I t i s a v a i l a b l e i n d i f f e r e n t v o l u m e s i n m a r k e t l i k e :
200 ml glass bottle
300 ml glass bottle
600 ml pet bottle
2 litre pet bottle
330ml cane

(ii)

THUMS UP :-

It has dark brown colour with very high content of co 2 which

m a k e s C O L A f l a v o u r s v e r y h e a v y. I t i s a v a i l a b l e i n d i f f e r e n t
volumes in market like:
200ml glass bottle
300 ml glass bottle

 600 ml pet bottle

2 litre pet bottle
330 ml cane

( i i i ) FAN TA O R A N G E & FAN TA AP P L E : It come in many flavours like orange with light content of co 2 that makes
its flavours delicious. It is available in different volumes in market.
200ml glass bottle
300ml glass bottle
600ml pet bottle
2 lt pet bottle
(iv) LIMCA :It has light grey colour with light content of co2 that makes its
f l a v o r s t a s t y. I t i s a v a i l a b l e i n m a r k e t i n f o l l o w i n g p a c k s o f q u a n t i t i e s :
200ml glass bottle
300ml glass bottle
600ml pet bottle
2 lt pet bottle
330ml cane
(V) SPRITE :-

It is colourless with packing in green coloured bottle. It has normal

content of co2 . It has a nice flavours available in market in following
packing:
200ml glass bottle
300ml glass bottle
600pet bottle
2 lt pet bottle
330ml cane
(vi)

MINUTE MAID PULPY ORAN

It is of yellow colour with decent taste of Orange. it does not
contain co2.it is only available in PET bottle.
250ml PET bottle
400ml PET bottle
1 L t r. P E T b o t t l e

(vii)

MAAZA :It is of yellow colour with decent taste of mango. it does not
contain co2.
250ml glass bottle
200ml tetra pack
600ml pet
1.2 lt pet

(viii)

SODA :-

It is colourless & available in market in 300 ml glass bottle in

market.
(ix)

K I N L E Y WATE R : -

It is mineral water available in following volumes in market:

500 ml pet bottle
1 lt pet bottle
2 lt pet bottle
2.PRICEThe pricing of coca-cola product is very much different than any
other FMCG .pricing is determined on the basis of volume, channel
and category of the outlet. Basically following pricing method are
e x p e r i e n c e d b y c o m p a n y.
Discount pricing
Var i a b l e p r i c i n g
Skimming pricing
Price List of Coca Cola Products
Billin
g
Retail
Pack
price
price
Quantity
Mrp
200ml

158

168

24

300ml

201

216

24

10

600ml

477

492

24

22

600ml(maaza)

537

552

24

25

600ml(soda)

252

264

24

12

1.2lt(maaza)

489

504

12

48

1.25(fridge
pack)

363

378

12

35

600ml

537

552

24

25

250ml

390

405

30

15

2 lt

444

459

55

plain coke

536

552

24

25

diet coke

536

536

24

25

Tet r a
pack(mazza)

257

272

27

15

1 Ltr kinley
water

128

136

12

13

3. PROMOTION MIX

Adverting is only one element of the promotion mix, but it often

considered
prominent in the overall marketing mix design. Its high visibility and
pervasiveness
m a d e i t a s a n i m p o r t a n t s o c i a l a n d e n c o m i a t o p i c i n I n d i a n s o c i e t y.
Promotion may be defined as the co-ordination of all seller initiated
efforts
to set up channels of information and persuasion to facilitate the scale of
a good or
service. Promotion is most often intended to be a supporting component
in a
marketing mix. Promotion decision must be integrated and co-ordinated
with the
rest of the marketing mix, particularly product/brand decisions, so that it
may
e f f e c t i v e l y s u p p o r t a n e n t i r e m a r k e t i n g m i x s t r a t e g y. T h e p r o m o t i o n m i x
consists
of basic elements. They are:

1. Personal Selling

2. Sales Promotion

3. Public Relations (PR)

4. Publicity

5 . Ad v e r t i s i n g

The Promotions Mix

1. Personal Selling
Personal Selling is an effective way to manage personal customer
relationships. The sales person acts on behalf of the organization.
They tend to be well trained in the approaches and techniques of

personal selling. However sales people are very expensive and

should only be used where there is a genuine return on investment.
For example salesmen are often used to sell cars or home
improvements where the margin is high.

2. Sales Promotion
For example the BOGOF promotion, or Buy One Get One Free.
Others include coupons, money-off promotions, competitions, free
accessories (such as free blades with a new razor), free installation,
and so on. Each sales promotion should be carefully compared with
the next best alternative.

3. Public Relations (PR)

Public Relations are defined as 'the deliberate, planned and sustained
effort to establish and maintain mutual understanding between an
organization and its publics'. It is relatively cheap, but certainly not
cheap. Successful strategies tend to be long-term and plan for all
eventualities.
5 . Tr a d e F a i r s a n d E x h i b i t i o n s
Such approaches are very good for making new contacts and renewing
old ones. Companies will seldom sell much at such events. The
purpose is to increase awareness and to encourage trial. They offer
the opportunity for companies to meet with both the trade and the
c o n s u m e r.

6 . Ad v e r t i s i n g
Advertising is a 'paid for' communication. It is used to develop
attitudes, create awareness, and transmit information in order to gain
a response from the target market. There are many advertising 'media'
such as newspapers (local, national, free, trade), magazines and
journals, television (local, national, terrestrial, satellite) cinema,
outdoor advertising (such as posters, bus sides).
7. Sponsorship

Sponsorship is where an organization pays to be associated with a

particular event, cause or image. Companies will sponsor sports
events such as the Olympics or Formula One. The attributes of the
event are then associated with the sponsoring organization

A D V E RTI S I N G

Advertising has played an important role in the success of coke

Advertising has played an important role in the success of the

products since first news paper ad in 1886, which read coca cola
Delicious! refreshing! Exhilarating! Invigorating!. The company

u s e s a d v e r t i s i n g t o t r i g g e r d e s i r e a s o f t e n a n d i n a s m a n y w a ys a s
possible. throughout the years, slogan of coca- cola have been
memorable. Here are some highlights:
2009:

Aa p M u s k a r a y e n g e t o b u l b u l e g u n g u n a y e n g e

2007:

Piyo thanda Jiyo thanda

2005 :

Jo Chaho Ho Jaye Coca Cola

2003 :

Thanda Matlab Coca cola

2000 :

Coca cola Enjoy

1993 :

Always Coca cola

1990 :

Cant beat the Real Things

1989 :

Cant Beat the Feeling

1986 :

R e d , W h i t e a n d You

1982 :

Coke Is It

1976 :

Coke adds Life

1971 :

I d L i k e t o B u y t h e Wor l d a C o k e .

1969 :

It ,s the Real Things

1963 :

T h i n g s G o B e t t e r Wit h C o k e

1959 :

Be Reality Refreshed

1944 :

Global High Sign

1942 :

I t s t h e R e a l T h i n g s

1936 :

I t s t h e R e f r e s h i n g T h i n g To D o

1929 :

The Pause That Refresh

MOVIES

SALES PROMOTION
P U S H & P U L L S T R ATE G Y

P U S H S T R ATE G Y:-

Coca cola is using Push strategy in which they use its sales force and
t r a d e p r o m o t i o n m o n e y t o i n d u c e i n t e r m e d i a r i e s t o c a r r y, p r o m o t e a n d s e l l
the product to end users i.e. consumers.
For example-as coca cola is giving free pet bottles and other trade
schemes to distributors, agency owners and retailers.

P U L L S T R ATE G Y:-

Coca-cola is also using Pull strategy in which they are using advertising
and promotion to persuade consumers to ask intermediaries for the
company brand product by this way coca cola inducing customer to order
i t f r o m s h o p k e e p e r.
For example-Coca cola is using flanges, display racks, tier racks,
standees, mobile hangers and visicooler brand strips.

P R O M O T I O N S T R ATE G I E S O F C O C A C O L A
Promotional strategy during IPL matches

Coca cola Lucky Coupon Dinner with kings XI Punjab

Sprite kholega toh bolega IPL Season 2

Combining this key insight with the passion of T20 cricket, company had
launched a special edition Sprite Kolkata Knight Riders bottle with
insignia of key players. Complimenting the innovation, Sprite was also
r o l l i n g o u t a s p e c i a l K h o l e g a Toh M i l e g a d i g i t a l i n i t i a t i v e i n a s s o c i a t i o n
with KKR and Nokia.In the offer consumers just need to drink Sprite and
look out for a unique 9 digit code under the crown and SMS the code.
Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh
Khan and members of the KKR team. In addition, consumers also get a
c h a n c e t o w i n a N o k i a m o b i l e p h o n e e v e r y h o u r. To c r e a t e a w a r e n e s s
a b o u t K h o l e g a Toh M i l e g a d i g i t a l i n i t i a t i v e , t h e c o m p a n y h a d l a u n c h e d

a mass media campaign featuring Shahrukh Khan, owner KKR, to be

telecast on all the leading TV channels across India.

PROMOTION DURING OFF SEASON

Limca Launches Laptop Ki Barish Consumer Initiative

Coca-Cola India has announced the launch of its innovative Limca

L a p t o p K i B a r i s h c o n s u m e r i n i t i a t i v e n a t i o n a l l y. As p a r t o f t h i s u n i q u e
initiative a computer generated lucky draw would provide consumers a
chance to win HP Mini Laptop ever y hour for the next 45 days. The
initiative is applicable to 200ml, 300ml returnable glass bottles (RGB)
and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of
L i m c a . As p a r t o f t h e u n d e r t h e c r o w n i n i t i a t i v e c o n s u m e r s j u s t n e e d t o
SMS LIMCA followed by a 9 digit unique code to 58558 from their
GSM / CDMA mobile phones.

S AL E S P R O M O T I O N AC T I V I T I E S
Coca-Cola Cricket
Cricket the most sought after; watched & played game in india .the game
of cricket has been owned by various brands in the industry for the
promotion of their products over a period of time. It has ranged from
tobacco to lubricants to communication companies to banks to airlines &
l a t e l y t o t h e b e v e r a g e i n d u s t r y. T h e c o m p e t i t i o n h a s b e c o m e t o u g h e r &
tougher as the time has progressed.
C o c a - C o l a s i g n e d a s p o n s o r s h i p a g r e e m e n t w i t h I P L t e a m o f k i n g s 11
Punjab .
Coca-Cola realizing the fact that cricket is a very strong
element by which it can reach it consumers & masses invested in the
opportunity and launched a massive campaign on mass media showing all
these cricket stars endorsing & complimenting Coca-Cola brand. The
Coca-Cola Company developed three TV commercials & four testimonial
ads with the player & ran them on the national net work during various
cricket matches.
.

Coca-Cola Food Mela

W it h a s p l a s h o f f o o d , f u n & p r i z e s t o b e w o n , t h e C o c a - C o l a f o o d m e l a
treated the people of delhi, to a festive food festival comprising of 50
r e s t a u r a n t s , s p r e a d o u t a l l o v e r t h e b u s t l i n g c i t y s m a p . T h e p r o m o t i o n
saw the avid families & friends enjoying the delicacies at the restaurants;
a l l r e s i l i e n t l y u p h o l d i n g t h e C o c a - C o l a i d e n t i t y.
Coca-Cola GO-RED
Q u e n c h i n g t h e t h i r s t o f m o t o r i s t , p e d e s t r i a n s & p a s s e r b y s d u r i n g D e l h i
h o t t e s t s u m m e r s e a s o n , C o c a - C o l a s G O - R E D t e a m s w e n t o u t i n t o t h e
c i t y s m a i n q u a d r a n t s t o s e r v e & r e f r e s h o n t h e s p o t w i t h i c e - c o l d C o c a Colas at discounted prices backed by a heavy FM announcement campaign
t h e G O - R E D s t a l l , s e r v e d w e l l t o p r o m o t e t h e C o c a - C o l a i n d u s t r y.
Coca-Cola Pet Promotion
I n 2 0 0 8 , C o c a - C o l a l a u n c h e d 1 . 5 l i t e r P e t c o n t o u r b o t t l e Tar g e t i n g h o u s e
w i v e s & f a m i l y h o m e , C o c a - C o l a s 1 . 5 l i t e r P e t b o t t l e , t o o k t h e l i m e l i g h t
& gained momentum with a campaign promoting the unique packaging and
i t s n u m e r o u s c o n s u m e r b e n e f i t s . A t r e a t f o r t h e f a m i l y, C o c a - C o l a s P E T
was offered through a price-off promotion
C o c a - C o l a & M c D o n a l d s
C o c a - C o l a & k e y a c c o u n t o f M C D o n a l d s l a u n c h e d t h e w e g o t o g e t h e r
joint promotion to reinstate amongst consumers a real sense of the affinity
t h a t , b o t h s h a r e s g l o b a l l y. T h e p r o m o t i o n k i c k e d o f f w i t h p o s m a t e r i a l
( D a n g l e r s , B u n t i n g e t c ) d i s p l a y e d a t a l l M C D o n a l d s r e s t a u r a n t s a l o n g
with a special offer for coke & fries.
Getting shelves
They gets or purchase shelves in big departmental stores and display their
products in that shelves in that style which show their product more clear
and more attractive for the consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers

and their products in eye-catching positions. Normally they
keep their freezers near the entrance of the stores.

Sale Promotion

Company also do sponsorships with different college and

schools cafes and sponsors their sports events and other
extra curriculum activities for getting market share.

Scheme

Coke

comes

out

with

the

schemes

on

their

different

p r o d u c t s m a n y t i m e s i n a y e a r. M o s t o f t h e s e s c h e m e s a r e
made to benefit the retailers. Some of the schemes are as
follows:

1 bottle of 2lt. free with one 2lt bottle pack.

1 bottle of 1lt. free with one 1lt bottle pack.

2 bottles of 500ml free with one 500ml bottle pack.

6 b o t t l e s o f K i n l e y f r e e w i t h o n e p a c k o f K i n l e y.

These
stock.

schemes

keep

on

changing

depending

upon

the

Promotion through restaurants and cinema hall holdings.

Coca -cola is t yi ng up with diffe rent ch ains of restau rants and fast food centers to
promote the Coca-cola and its other brands like Limca, Sprite, Maaza etc. these
restaurants are authorized to keep and use the merchandising assets of Pepsi. Usually
these kinds of restaurants and fast food chains are in contract with the Pepsi Co., so
that they cannot promote any other brand.

Merchandising assets.
Coca-Cola also try to promote their brands by providing
their retailers and dealers some display items. Some of
such items are as follows:
1. Fridges
2. Coca-Cola/Mazza stands
3. Display bottles
4. Posters
Coca-Cola provide the above things to the retailers to use them in
promoting companies brands and products, and provide refrigerators to the
retailers in the hope that these retailers only use these assets in promoting
t h e C o c a - C o l a s p r o d u c t s a n d t h e y w i l l c h i l l t h e C o c a - C o l a s p r o d u c t s s o
that its products will always be available to the end consumers. But it is
not true in most of the cases. Retailers usually use the merchandising
a s s e t o f o n e c o m p a n y i n s u c h a w a y t h a t i t b e n e f i t s a n o t h e r c o m p a n y.
S o m e t i m e t h e y d o i t u n k n o w i n g l y, s o m e t i m e s t h e y d o i t k n o w i n g l y a n d
sometimes because of the deficiencies of the company
AVAI L A B I LTY
Ava i l a b i l i t y i s d o n e a c c o r d i n g t h e t y p e o f o u t l e t . T h e r e a r e f o u r t y p e o f
o u t l e t m e n t i o n e d b e l o w. Ac c o r d i n g t o t h i s m a r k e t d e v e l o p e r h a s t o e n s u r e
the availability of the products in the particular outlet.

A C T I VATI O N
A c t i v a t i o n i s i m p o r t a n t b e c a u s e i t h e l p s t o b o o s t t h e s a l e s o f t h e c o m p a n y.
i t i s d o n e t h r o u g h t h e G l o w s i g n , S h e l f d i s p l a y, f l a n g e s . C o m b o b o a r d s ,
Tab l e t o p s . T h i s b o a r d s u s u a l l y g i v e s t o t h e E & D o u t l e t s . I t h e l p s t o
attract the customers. Rack with header is provided to the grocery stores.
1 . WA R M D I S P L AY RAC K
2 . S H E L F D I S P L AY

S H E L F D I S P L AY

VISI COOLER

V I S I C O O L E R D I S P L AY

D I S P L AY O F R AC K

Under Coke market developer has to insure that shopkeeper must display
a l l p r o d u c t s . D i s p l a y m a y b e i n t h e f o r m o f S h e l f D i s p l a y, Tab l e Top
D i s p l a y e t c . Al l p r o d u c t s m u s t b e d i s p l a y e d i n b r a n d o r d e r i . e . T h u m s u p ,
Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley
(mineral water & Soda water).

A D V E RTI S E M E N T S AN D D I S P L AYS
* J O D I K H TA H A I V O B I K TA H A I *

Glowing sigh board at prime locations should be put that to not wall
hanging one but standing one.

There should be a price communication of the product as juice drink is one

which has a impression in ps yche that it is costly along with any added

quality regarding the product could also be mentioned keeping the end
users in mind as:

5.DISTRIBUTION
T h e D i s t r i b u t i o n s ys t e m o f C o c a - c o l a c a n b e u n d e r s t o o d b y f o l l o w i n g .
1 .D.A.S
2. Zero Channel/Milk Run
3. Multi-Level channel
4. HUB-SPOKE Model
5. Fat dealer concept

D . A . S ( D i s t r i b u t o r Au t o m a t i o n S ys t e m ) D.A.S is a Unique system which is adopted b y coca-cola in worldwide

for sustainable growth in beverages business.
A t r a n s a c t i o n s ys t e m t h a t k e p t a l l s a l e s m o v e m e n t a c c e s s i b l e . A D A S
s y s t e m h a s b e e n u s e d i n s e v e r a l F M C G c o m p a n i e s i n I n d i a . At C o c a Cola, it was tailored to meet specific requirements that included
'centralized masters' and a day-end transaction summary for MIS
analysis. The objectives of the software were to provide complete
transparency and control to distribution operations, while adding
value to certain marketing operations ).

A D VAN TAG E S 1 . S ys t e m a t i c o p e r a t i o n o f a l l t h e t r a n s a c t i o n .
2. The overall sales record can be detected at one glance.
3. One can find the number of dumping outlet in one
w h o l e d a y.
4. Order can be automatically generated by this SYSTEM.
5. No fear of fraud from distributor side.
D I S A D VAN TAG E S 1. Required highly educated Salesman and employee to
u n d e r s t a n d t h e s ys t e m .
2. Based on PRE-ORDER sale. Whereas coca-cola survive
i n m a r k e t o n b o t h t h e s t r a t e g y i . e . T W O - WAY ( r e a d y w i t h
s t o c k i n m a r k e t ) m a r k e t i n g a n d O N E - WAY m a r k e t i n g .

ZERO-LEVEL/MILK RUN CHANNELI n t h i s c h a n n e l s ys t e m c o m p a n y w o r k s o n t h e c o n c e p t o f

direct marketing, it can be clearly understood by the
following diagram.e.g all the key accounts (e.g. JHV
CINEMA, IP Malls outlet etc.)Got the product from plant
o n l y.

(Coca-cola Plant)

No intermediaries

Retailer/
Consumer

M U LTI - L E V E L C H A N N E L T h i s c h a n n e l s ys t e m c o m p r i s e s m a n y i n t e r m e d i a r i e s .

(Coca-cola Plant)

Distributor

Retailer

TRUCK

D2 (different

mode of transportation)
D3
D...n (n=1, 2, 3.)
HUB-SPOKES MODELThe hub and spoke model is a system which makes transportation
much more efficient b y greatly simplifying a network of routes . The
concept of HUB-Spokes model has established benchmark in CocaCola Company (in profit point of view). The model is named after a
bicycle wheel, which has a strong central hub with a series of
connecting spokes. The design of a hub and spoke model is highly
efficient for a myriad of reasons. By centralizing control, the
company can afford a smaller staff which concentrates on management
from a central location. There are, of course, disadvantages to a HUB
- S P O K E m o d e l . An y d i s r u p t i o n a t t h e h u b , s u c h a s b a d w e a t h e r o r a
s e c u r i t y p r o b l e m , c a n c r e a t e d e l a ys t h r o u g h o u t t h e s ys t e m . T h e
overall operating efficiency is also limited by the capacity of the hub.
According to this concept the product is directly supplied to its HUB
on some fixed commission and further the product is supplied to its
v a r i o u s S P O K E S ( s t o c k i e s t p o i n t ) o n b i l l i n g p r i c e o f c o m p a n y.
Following are the markets which are run on this model.

FAT D E A L E R -

Consume
r

Fat dealer are those dealer which get the product from distributor and
supply it into its own market. The commission is given to the fat
d e a l e r e q u a l l y a s a d i s t r i b u t o r. T h e c o m m i s s i o n i s d e c i d e d b y t h e
company as Rs.10 per crates. The concept of Fat Dealer can be
understood by following diagram.

(Coca-cola
Plant)

Distributors

FAT
DEALERS

Retaile
rs

M A R K E T S E G M E N TATI O N
Segmentation is the process of dividing or categorizing market
into different groups based on one or more variables. The
segmentation of coca-cola market can be done on following
basis.
2. CHANNEL CLUSTER
( A ) G R O C E RY - o u t l e t p r i m a r i l y e n g a g e d i n
retailing of food &various household items. It includes
Grocers (outlet dealing mainly in grains, provisions,
spices ,edible oils etc ) and General stores (outlet selling
item of day to day requirement& stocking a variety of
branded product)

(B) E&D-Eating and drinking outlet selling items to eat

Which are being cooked within outlet.the outlet having place to Sit
are known as E&D type 1 outlet and the outlet are not Having place
t o s i t a r e k n o w n a s E & D t y p e 2 o u t l e t . I t i n c l u d e B A K E RY,M I T H A I
S T O R E S / R E S TAU R A N T / C E N T R E S / S O F T D R I N K S H O P / I C E
C R E A M PAR L O U R S , T E A S H O P e t c .

Consumers

(C) CONVENIENCE- Outlet which are small stores or

s h o p s , g e n e r a l l y a c c e s s i b l e l o c a l l y.t h e s e a r e o f t e n l o c a t e d a l o n g
side the busy roads.it includes chemists/STD booths/pan- Beedi shop
3. OUTLET VOLUME

O U T L E T C L A S S I F I C ATI O N

P H Y S I C A L C R ATE S

Diamond
Gold
Silver
Bronze

>800 crates.
500-799 crates
200-499 crates
<200 crates

3.INCOME-(LOCALITY INCOME)(A)
LOW -low income locality is the area which is
f a r a w a y f r o m m a i n c i t y. C o m p a n y t o p m a n a g e m e n t
suggests providing visicooler/chest cooler up to 7
c a s e r o n l y.
(B)

MEDIUM- Medium income locality is that

a r e a w h i c h i s n e a r b y c i t y a r e a . As s e t s o f t h e

company provided on the basis of sales.e.g.

B H E L U P U R , O R D E LY B A Z A R , B H O J U B I R e t c .
(C)

HIGH- it includes the location where there is

c u t t h r o a t c o m p e t i t i o n s u r v i v e e . g . G H AT AR E A ,
L A N K A M A R K E T, S I G R A e t c . C a n b e c o n s i d e r i n g
as high income area.

TAR G E T T I N G Tar g e t i n g m e a n s s e l e c t i n g t h e m a r k e t s e g m e n t s , w h i c h c a n b e s e r v e d
e f f i c i e n t l y a n d p r o f i t a b l y. I t i s d e c i d i n g o n m a r k e t c o v e r a g e
strategies. For e.g in INDIA the main target of company is YOUTH
A N D AD U LT.a n d t o s o m e e x t e n t c o n c e n t r a t e d s t r a t e g y i s b e i n g
i m p l e m e n t e d i n I n d i a f o r i t s J U I C E s e g m e n t .
POSITIONINGP o s i t i o n i n g i s a m a r k e t a t t r a c t i o n s t r a t e g y, w h i c h i n v o l v e s p l a c i n g
the product or brand in the minds of the customers in the target
m a r k e t . f o r e x a m p l e c o c a - c o l a h a s p o s i t i o n e d i t s p r o d u c t i n t h e m i n d
of customer/user by various method
identifying the differences of the offer vis-a-vis competitors offers.
Selecting the differences that have greater competitive advantage
communicating such advantage effectively to the target audience.
E . g b y U s i n g S TAR C E L E B R E T I E S .
PAC K A G I N G P a c k a g i n g i s a n Ar t , s c i e n c e a n d t e c h n o l o g y o f
preparing goods for Market and sale.
It is a means of:
Product Handling
Product Integrity and
Brand presentation.

Packaging

RGB

CANN

Tetra-pack

PET

RGB-Returnable Glass Bottle (approximately every brand are available in

RGB)

(all the variants of coke

product are available in PET)
P E T- P o l y e t h y l e n e Tr yc y c l i n e

CANN- COKE DIET, PLAIN COKE, SPRITE,

and FANTA are available in cann.
TETRA PACK- In tetra pack only MAAZA
(200ml) are available.
ENTRY STRATEGY OF COKE
The entry strategy of COKE in India may be understood by following.
Following are the strategy through which coke has inter into INDIAN
M A R K E TA. T h e C o c a - C o l a s y s t e m i n I n d i a c o m p r i s e s 2 7 w h o l l y o w n e d
company-owned bottling operations and another 17 franchisee-owned
bottling operations
A network of 29 contract-packers also manufactures a range of products
for the Company
COBO(company owned bottling operation)By this strategy company enter into the Country by their own bottling
o p e r a t i o n H I N D U S TAN C O C A - C O L A B E V E R A G E S P R I VATE L I M I T E D
, I N D I A a r e a l s o r u n n i n g u n d e r t h i s e n t r y s t r a t e g y. Al l t h e b o t t l i n g
o p e r a t i o n , q u a l i t y, a n d o v e r a l l a c t i v i t i e s o f t h e o r g a n i z a t i o n i s c o n t r o l l e d
by the company itself. In India So many organization are running under
t h i s e n t r y s t r a t e g y. E . g VAR A N A S I AN D K A N P U R P l a n t a r e C O B O .

FOBO(Franchisee owned bottling operation )f r a n c h i s e e e n c o m p a s s e s a v a r i e t y o f C o n t r a c t u a l Ag r e e m e n t s w h e r e a

Multinational Marketer(COCA-COLA) makes available intangible asset s u c h a s P a t e n t s , Tr a d e S e c r e t s , K n o w h o w, Tr a d e m a r k , C o m p a n y N a m e
to foreign companies in return to royalties and other form of payments.
T h e r e a r e s o m a n y d i f f e r e n c e s c a n b e s e e n i n t o F O B O m o d e o f s t r a t e g y.
Faizabad and Lucknow plant are the example of FOBO Following are the
d i f f e r e n c e s c a n b e f o u n d i n C O B O AN D F O B O .
1. The quality of bottle is not up to the mark as COBO.
2. Overall business function is managed by the owner of the company i.e.
franchisee.
C O N T R A C T PAC K E R S - C o n t r a c t p a c k e r s o p e r a t e t h e b u s i n e s s B a s e d o n
fixed fee or cost plus arrangement and include plant construction,
personal training and initial production runs. The contract is made for a
specific period of time. Under this mode of strategy contract is made
between two parties i.e. the company and contractor

H O R I Z O N TAL AN D V E RTI C A L E X PAN S I O N Horizontal expansion can be explained as adding the new outlets into
c e r t a i n a r e a . W h e r e a s v e r t i c a l e x p a n s i o n i s To i n c r e a s e t h e v o l u m e o f
e x i s t i n g o u t l e t b y o f f e r i n g v a r i o u s s c h e m e s a n d o f f e r.L a s t y e a r t h e
c o m p a n y m a i n t a r g e t w a s Ver t i c a l e x p a n s i o n a n d l a s t y e a r ( M a y 2 0 0 9 )
It was proposed by some top managers to do a research on horizontal
expansion, the result was amazing and the profitibility % of
h o r i z o n t a l e x p a n s i o n w a s m o r e t h a n t h e Ver t i c a l e x p a n s i o n , T h e r e f o r e
the cuurent target of Hindustan Coca-cola is to more concentration
o n H O R I Z O N TAL E X PAN S I O N .
A D VAN TAG E S O F H O R Z O N TAL E X PAN S I O N - T h e a d v a n t a g e s o f
Horizontal expansion can be Summarises as following.

1 . M a x i m i s a t i o n i n R e a c h i b i l i t y.
2.The profitibility of company increases over time.
3 . B y I m p l e m e n t i n g t h i s s t r a t e g y t h e c o m p a n y c a n b e a t i t s M a i n
c o m p e t i t o r.
4.The Secondary volume can be Increased.
5.The strategic advantage of Horizontal expansion is to concentrate
m o r e u p o n t h e v o l u m e o f c o m p a n y.

A D VAN TAG E S O F V E RTI C A L E X PAN S I O N

Followings are the main advantages of vertical expansion.
1. Sales & Services can be increases at a time therefore the
profitibility will also be increase.
2. By maintaining old relation with customer(existing outlet
o w n e r ) t h e c o m p a n y c a n i n c r e a s e d i t s v o l u m e .
3 . T h e m a i n f o c u s o f c o m p a n y i n v e r t i c a l e x p a n s i o n o n i t s
A C T I VATI O N p a r t .
4. Motivated customer(by getting various schemes and offer).
D I S A D VAN TAG E S O F V E RTI C A L E X PAN S I O N Following points can be consider as the disadvantages of vertical
expansion.
1. More Expenditure will involve in this strategy .
2 . B y o f f e r i n g Var i o u s S c h e m e s ( e . g c r a t e s s c h e m e , D i s p l a y S c h e m e ,
discount) and offer the Net Revenue of the company can be
affected.
3 . C o m p e t i t o r s c a n b e Ag g r e s s i v e s p e c i f i c a l l y w h e n t h e c o m p a n y
o n l y c o n c e n t r a t e o n i t s e x i s t i n g o u t l e t .

WHY THIS PROJECT WAS UNDERTAKEN

Sales and distribution is an integral part of marketing. Here, Coca Cola
the leading brand in soft drinks worldwide. Coke has maintained its brand

image with high precision. The marketing strategy of Coke is very

stringent than others. The main features in their marketing by their
offerings and its sales and distribution.

I t s m y g r a t i t u d e t o w o r k w i t h C o c a C o l a C o m p a n y e s p e c i a l l y i n
marketing department. I have been placed their in sales and distribution
department for my internship. The research work was not so easy as Coca
C o l a i s v e r y s t r i c t i n t h e i r m a r k e t i n g p o l i c y.

In the beginning the main reason for conducting this study was to know
the proper allocation of distribution to the suppliers and also to know
about the products sales.

F u r t h e r, i t i s t o u n d e r s t a n d t h e a v a i l a b i l i t y o f t h e p r o d u c t a n d t o c h e c k o u t
that there is the proper advertising of the product and also to know the
w o r k i n g c o n d i t i o n o f t h e v i s i c o o l e r p r o v i d e d b y t h e c o m p a n y.

Also to know the various scheme provided by the Coca Cola is really
a p p l i e d i n t h e m a r k e t o r n o t . An d t o c o m p a r e t h e s c h e m e s w i t h P e p s i
products.

The study is done to understand the problem of the retailers, and

understanding the presale concept.

PROBLEM ENVIRONMENT AND PROBLEM BEING

FACED
To c o n d u c t a r e s e a r c h i t i s a r e l e v a n t q u e s t i o n t h a t w h e t h e r d a t a w o u l d b e
collected through the primary sources or secondary sources for most
approximate knowledge.

In cold drink industry as there are two major players and both coming up
with new strategies competition is the most obvious result. Therefore to
find out the position of Coca Cola, first hand information is required and
o n e c a n n o t r e l y o n s e c o n d a r y s o u r c e s c o m p l e t e l y, s o t h e s u r v e y h a s t o b e
conducted for collection of primary data from retail outlets, rather from
retailers. While collecting data, I came across many problems:

Ever yone was not read y to tell as to how man y crates they sell
t h r o u g h o u t t h e y e a r.

Some of the shopkeepers were not ready to tell about discount

p r o v i d e d b y t h e c o m p a n y.

Some of them said compan y conducted this type of survey many

times but did nothing to solve their problems.

Some retailers had no time ever to talk because of rush in their

shops.

If we take the behavioral aspect of the retailers while conducting the

survey

most

of

the

retailers

were

not

ready

to

answer

the

entire

questionnaire and complained about the aspects of prime importance like

hoardings, coolers, activation element and its services as well as direct
d i s t r i b u t i o n o f t h e c o m p a n y.

WHAT

DOES

COMPANY

EXPECTS

TO

DO

BY

SOLVING THE PROBLEM

Facts emerging from survey help the management to identify the problem
that company faces. Hence, the management makes various efforts to
overcome problems like:

Inefficient distribution network.

Competition faced by Coca Cola.

Changing market trends.

Satisf ying Retailers.

By ensuring regular and quick supply of goods so those customers do not

switch to other brands.3
The company ensures that all flavors should be available at the shop, so
that retailers do not sell competitors brands.
By providing schemes and discount to the shopkeepers, irrespective of
high sales given by them.
By solving such problems the companies aims at increasing its market
share and upgrade its overall performance, thus improving corporate
image.
The last but the most important factor that the company considers is the
customers satisfaction through quality enhancement.

RESEARCH PROBLEM
The Project is undertaken to analysis the sales and distribution operation of coca-cola in
lucknow.

RESEARCH OBJECTIVE
1.

To k n o w t h e g a p b e t w e e n d e m a n d a n d s u p p l y.

2.

To k n o w t h e p r o b l e m i n d i s t r i b u t i o n o f C o c a C o l a .

3.
4.

To c h e c k t h e a v a i l a b i l i t y o f t h e v i s i c o o l e r p r o v i d e d b y t h e
company to the retail outlets for their products.
To c h e c k t h e a c t i v a t i o n i n v a r i o u s o u t l e t s .

5.

To c h e c k t h e b r a n d i n g o r d e r o f t h e v a r i o u s p r o d u c t s i n t h e
c o o l e r.

6.

To f i n d o u t w a ys t o i n c r e a s e t h e m a r k e t s h a r e o f C O C A - C O L A
in the BEVERAGES business.

7.

To i d e n t i f y t h e r e g i o n s w h e r e C O C A - C O L A n e e d s t o i m p r o v e
to gain a higher market share.

8.

To a s s e s s t h e o r g a n i z a t i o n s p e r c e i v e d p o s i t i o n i n t h e s e r v i c e
market place.

9.

To a s s e s s t h e o r g a n i z a t i o n s m a r k e t p e r c e p t i o n a s c o m p a r e d t o
the competitors.

10.

To i d e n t i f y t h e p r i n c i p a l c h a r a c t e r i s t i c s t h a t d i f f e r e n t i a t e s t h e
organization.

11.

To g a i n a b e t t e r u n d e r s t a n d i n g o f t h e o v e r a l l s t r u c t u r e o f t h e
market place

12.

To c r e a t e b r a n d a w a r e n e s s o f t h e b r a n d .

13.

To p r o m o t e t h e c o k e p r o d u c t i n t h e m a r k e t o f l u c k n o w.

14.

To f i n d o u t t h e p r e s e n t s a l e s s t a t u s o f T h u m s U p , C o k e , S p r i t e ,
Limca, Fanta ,Maaza at the retail outlets in the area

15.

To e n s u r e t h e a v a i l a b i l i t y a n d v i s i b i l i t y o f t h e p r o d u c t .

16.

To a n a l y z e t h e e f f e c t o f s c h e m e

Survey has done in the five topics Delivery Gap

Impurity
Brand Order
Ava i l a b i l i t y
Activation
Delivery Gap
There should not be any gap between demand and supply .It means the
company should supply the product to their retailers on time.
IMPURITY
T h e r e s h o u l d b e n o i m p u r i t y i n t h e v i s i c o o l e r o f t h e c o m p a n y. I m p u r i t y
here refers to that brand which is presented in the visi cooler other than
c o k e s p r o d u c t . T h e r e f o r e n o t o t h e r p r o d u c t o f a n y o t h e r c o m p a n y m a y n o t
b e i n t h e c o o l e r.
BRAND ORDER
The company has given a brand order to the market developers to arrange
the different
B r a n d s i n a s p e c i f i c o r d e r i n t h e c o o l e r. T h e o r d e r s h o u l d b e i n s u c h a
w a y1. Thumsup
2. Coca cola
3. Sprite
4. Limca
5. Fanta
6. Maaza
7. Kinley

8. Pet & Juice

AVAI L A B I LTY
Ava i l a b i l i t y i s d o n e a c c o r d i n g t h e t y p e o f o u t l e t . T h e r e a r e f o u r t y p e o f
outlet mentioned
b e l o w. Ac c o r d i n g t o t h i s m a r k e t d e v e l o p e r h a s t o e n s u r e t h e a v a i l a b i l i t y
of the products
in the particular outlet.

A C T I VATI O N
A c t i v a t i o n i s i m p o r t a n t b e c a u s e i t h e l p s t o b o o s t t h e s a l e s o f t h e c o m p a n y.
i t i s d o n e t h r o u g h t h e G l o w s i g n , S h e l f d i s p l a y, f l a n g e s . C o m b o b o a r d s ,
Tab l e t o p s . T h i s b o a r d s u s u a l l y g i v e s t o t h e E & D o u t l e t s . I t h e l p s t o
attract the customers. Rack with header is provided to the grocery stores.

INFORMATION REQUIREMENT- IN DETAIL AND SOURCE OF

INFORMATION
Information was collected from the retailers with the help of surveyes in
o r d e r To a n a l y s i s t h e s a l e s a n d d i s t r i b u t i o n o p e r a t i o n o f c o c a - c o l a i n
l u c k n o w.

CHOICE

OF

RESEARCH

DESIGN

AND

ALTERNATIVES
Research design is the conceptual structure within which research is
conducted. It constitutes the blue print for the collection, measurement
and analysis of data. Research design is purely and simply the framework
t o e n s u r e t h a t t h e r e q u i r e d d a t a a r e c o l l e c t e d a c c u r a t e l y a n d e c o n o m i c a l l y.
A good research design has following characteristics:

Problem Definition

Specific method of data collection and analysis

Time required for research project

Estimation of expenses to be concerned

I h a v e u s e d E x p l o r a t o r y R e s e a r c h D e s i g n f o r m y s t u d y. T h e r e a s o n f o r
using this design is that there is a less experience and knowledge about
the market and the main emphasis during the research was to discover
ideas regarding awareness level of people, therefore I wanted to use a
design which is flexible. Exploratory Research Design was perfect for
such research and it provided me the opportunity for considering various
o t h e r a s p e c t s r e l a t e d t o m y s t u d y.

Research Methodology
Typ e o f R e s e a r c h

Exploratory Research Design

Method of Research

Data Collection method

Sampling method

judgmental Sampling

Sample Unit

Sample Size

Outlets
250

Method of Data Collection

1. Primar y data collection: It includes the following ways

Observation
Experiment
Survey

2 . S e c o n d a r y D a t a : D a t a c o l l e c t e d f r o m t h e o r g a n i z a t i o n s w e b s i t e
Research Instruments-

Questionnaire-A printed questionnaire was there to make

t h e s u r v e y.

A r e a o f S u r v e y- L u c k n o w

Research design
A descriptive research design has been chosen to study the execution of
d e e p r e d i n k e y a / c i n L u c k n o w c i t y. T h e r e a s o n s f o r c h o s e n d e s c r i p t i v e
research design are:

To d e s c r i b e t h e e x t e n t o f a s s o c i a t i o n b e t w e e n t h e v a r i a b l e s u n d e r
consideration.

Research

design

was

pre-planned

and

Sampling plan
Sampling unit - Owners of the retail outlets.
Sampling size- 250 outlets
Sampling procedure-Random sampling
Sampling method- Retailers survey
Var i a b l e s o f t h e s t u d y

Outlets

C o m p a n y s n o r m s

M e t h o d Ad o p t e d f o r D a t a An a l y s i s
The data analysis is done through the following:

Pie Charts

structured.

LIMITATION OF THE STUDY

As the sample size is only 250, so it is not a true representative

of the population as a whole.

Secondary data might not be authentic enough for the correct

representation of objective.

T h e p r o j e c t i s c o n d u c t e d i n L u c k n o w, s o i t i s n o t p o s s i b l e t o d r a w
correct picture of overall performance.

The study is only confined to retailers and so the preference of

actual consumers could not be taken.

The retailers may or may not reveal the true expected sales
figures .

The time period of study was only for two month so it was not
possible to cover all the areas and go into the depth of the
problem and make analysis.

The area of survey was Lucknow district and it was concentrated

o n u r b a n a r e a o n l y.

The ps ychological condition varies from place to place because in

many places outlet owner was not supportive.

The training was carried on in the peak season so market

developer was not so supportive.

Some respondents left some of the questions unanswered either

due to inability to put a strain on mind or they did not know the
a n s w e r.

SAMPLE PROFILE
T h e s t u d y i s c o n d u c t e d i n L u c k n o w. F o r t h e p u r p o s e o f s t u d y, a s a m p l e
size of 250 numbers of outlets was taken. Judgmental sampling method
h a s b e e n u s e d f o r t h e p r e s e n t s t u d y.
1) Outlet type
a) E&D

b) grocery

c) convenience

6%

30%
E&D

grocery

convenience

64%

I n f e ren c e :
64% outlets are convenience store, 30% are under the grocery and remain
under 6% are E&D.

2) Class of outlets
a) Diamond

b) Gold

C) Silver

) Bronze

8%
36%

22%
diamond

sliver

gold

bronze

34%

I n f e ren c e :
36% market cover under the diamond categories where as remaining
3 4 % , 2 2 % , 8 % a r e u n d e r s i l v e r, g o l d , b r o n z e r e s p e c t i v e l y.

3 ) Vis i - c o o l e r s i z e
a) 7 visi
b) 9 visi

c) 13 visi

d) 20 visi

4%
16%

7 visi

9 visi

13 visi
50%

20 visi

30%

I n f e ren c e :
50% of outlets are having 7vc, 30% of the total outlets having 9vc,16%
outlets have 13vc,and 4% outlets have 20vc.

4) Leading brand of coca-cola.

1)Coca-cola
2)Thums-up
3) Sprite

4) Maaza
5) Fanta
6) Limca

8%

6%
26%

10%
thums-up coca-cola sprite mazza limca fanta

24%

26%

I n f e ren c e :
Coca-cola and thums-up are market leader whose market share is 26 % each and the market
share of remaining brands of coca-cola is 24% sprite,10% mazza,8% limica,and 6% fanta.

5) Number of outlets needs activation elements.

a ) Ac t i v a t e d
b) Not activated

24%

activated

Not activated

76%

I n f e ren c e :
76% outlet from the sample of 250 outlets which have sufficient
activation elements but remaining 24% outlets are not fully activated.

6 ) N u m b e r o f o u t l e t s f o l l o w i n g b r a n d o r d e r.
a) Following
b) not following

32%
following

not following

68%

I n f e ren c e :
In our study it is revealed that, 68 %from the selected outlet follow the
B r a n d O r d e r b u t r e m a i n i n g 3 2 % a r e n o t f o l l o w i n g t h e b r a n d o r d e r.

7 ) N u m b e r o f o u t l e t s h a v i n g p u r i t y.
a) Purity
b) Not purity

30%
purity

not purity

70%

I n f e ren c e :
70% of visited outlet, visi-cooler are pure i.e. in visi-cooler only the
product of Coco cola are placed and 30% of outlets dont keep visi-cooler
pure.

8) Number of outlets where visi- cooler is located at prime position.

a) yes
b) No

20%

yes

no

80%

I n f e ren c e :
80% of visi-cooler are at prime position where consumer can see our
product and choose as per there need.

9 ) R e t a i l e r s g e t r i g h t s c h e m e t h a t i s p r o v i d e d b y t h e c o m p a n y.
a ) Yes
b) no

24%

yes

no

76%

I n f e ren c e :
76% outlets gets right scheme and the remaining 24% outlets do not get
right scheme.

10) Delivery gap

a ) Yes

b) no

34%
yes

no

66%

I n f e ren c e :
66% outlets get order on time and remaining 34% outlets do not get order
on time.

This project is a live project. It can broadly be classified in two stages,

which can be described as follows.

Initial Stage:This stage comprises of Product Knowledge and Process Knowledge.

The product knowledge means the knowledge of every product and
i t s v a r i a n t s o f f e r e d b y t h e c o m p a n y.
The Process Knowledge means the knowledge about the distribution
of the product and its variants from the sales depot to the different
r e t a i l e r s o f t h e c i t y. T h e a c t u a l k n o w l e d g e a b o u t t h e p r o d u c t a n d t h e
process was attained with the help of Route Riding.

Route Riding means to visit different outlets on the commuting vehicle

(vehicle which carries coke product from depot to different outlets) along
with salesman. By the route riding it is very easy to grasp and understand
how the cola market actually works. Route riding elaborated the factors
influencing the cola market and provided the information about the
competitors strategies and schemes they offer to the retailers in order to
gain advantage. Retailers grievances were best known with the help of
r o u t e r i d i n g t h r o u g h p e r s o n a l i n t e r a c t i o n . Al s o w i t h r o u t e r i d i n g a n y o n e
can know about the sales status of an outlet on a daily basis.

Later stage:
This stage involves evolution and analysis of sales and distribution of
coca-cola on the basis of surveyed data.

Swot analysis is the process of analyzing the compan y and the

environment in which it is operating. This analysis helps in formulating
effective strategy for the company to deal with competition.swot stand for
strenght, weakness, opportunities and threats. Strength and weakness are
internal to the organization, whereas opportunities and threats are
external to the organization.

STRENGTHS
Strong brand name.
Effective and efficient management.
Adaptability with changing market trend and demand.
S t r o n g m a r k e t s t r a t e g y.
Strong distribution channels.

WEAKNESS
Lack of proper sales man training.
Problem in the frequency of the delivery of goods

OPPORTUINITIES
Diversification of juice products.
W it h g r o w i n g j u i c e m a r k e t s o h a n d s o m e o p p o r t u n i t y t o i n c r e a s e s a l e
and capture market.

THREATS

 Change in taste of people.

More competitors.
Unpredictable market conditions.

FINDINGS

According to the demand of outlet owners, delivery of products is

not made available in the outlets.

Sufficient brands of coca cola are not available in outlets.

Sales people and delivery persons do not visit the outlets on a

regular basis.

Advertisement materials are not available in the right time at the

r i g h t p l a c e i . e . D i f f e r e n t C h a n n e l s l i k e G r o c e r y, C o n v e n i e n c e , E & D .

Many outlet owners have complains on improperly working

visicooler i.e. its cooling Capacity is low or its lights are not
working.

Improper management is seen as No mechanics visit the outlets

despite of Complaints issued by outlet owners.

V is i c o o l e r s a r e n o t p l a c e d a t t h e i r P r i m e l o c a t i o n s i n m a n y o u t l e t s .

Many outlet owners express deep in satisfaction towards coca-cola

as they do not get any Prize or Cash discount as they receive from
other companies.

M a n y o u t l e t s o w n e r s d o n o t f o l l o w t h e b r a n d o r d e r.

Many outlets owners have complain that company does not change
expired bottles.

Lack of proper information about scheme to the retailers.

More scheme to big retailers in comparison to smaller ones.

N o d e m a n d f u l f i l l m e n t o f t h e r e t a i l e r s b y t h e d i s t r i b u t e r.

No awareness of any activity run by the coca-cola among retailers.

FACTS

The most popular flavor is Thumsup in the whole market.

C o c a c o l a i s t h e m a r k e t l e a d e r a n d P e p s i i s t h e m a r k e t c h a l l e n g e r.

T h u m s u p a n d c o k e h a s t h e h i g h e s t s a l e s f r o m t h e C o c a c o l a s s i d e
and from the Pepsis side mountain Dew has the highest sales.

Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes than Cocacola.

Sprite has the fastest grownup brand in the clear lime segment in
the recent years.

In the off season when the sale is reduced retailers want more
schemes.

Minute maid has not getting good response from the market.

SUGESSTIONS

Delivery position should be maintained to get good return from the

market.

The company must try to make different brands of Coca-Cola

available at every retail outlet whether it is large or small,
otherwise the consumer may go for substitute.

Sales People and delivery persons should properly monitor the

market whether stocks are available and are properly utilized in the
market or not.

We c a n p r o v i d e t h e m b e a u t i f u l d i s p l a y r a c k s , t a b l e m a t s , m e n u - c a r d s
e t c c o n t a i n i n g t h e t r a d e m a r k a n d b r a n d n a m e o f t h e c o m p a n y.

Display material should be provided to the retailers on more regular

basis to increase the sales level.

Maintenance work of refrigerator; i.e. purity must be improved.

The company should take steps to replace damaged or unsellable

Coca-Cola goods frequently from the retailers.

The Company employees should make direct contact with the

consumers, so that they may aware with real situation of the market
and consumers attitude towards the product. For this they can
arrange awareness camps in different locations.

At every petrol-pump we should install Fountain Machine. It will be

helpful in generating impulse purchase and also as awareness about
the products of the company among the consumers.

Annexure
Q u e s t i o n n a i re
Outlet name.. Location..Contact person.
Contact no.
1) Outlet type
a) E&D
b) grocery
c) convenience
2) Class of outlets
a) Diamond
b) Gold
C) Silver ) Bronze
3 ) Vis i - c o o l e r s i z e
a) 7 visi
b) 9 visi
c) 11 visi
d) 20 visi
4) Leading brand of coca-cola.
1) Coca-cola
4) Maaza
2) Thums-up
5) Fanta
3) Sprite
6) Limca
5) Number of outlets need activation eliment.
a ) Ac t i v a t e d
b) Not activated
6 ) N u m b e r o f o u t l e t s f o l l o w i n g b r a n d o r d e r.
a) Following
b) not following
7 ) N u m b e r o f o u t l e t s h a v i n g p u r i t y.
a) Purity
b) Not purity
8) Number of outlets located prime position.
a) yes
b) No
9 ) R e t a i l e r s g e t r i g h t s c h e m e t h a t i s p r o v i d e d b y t h e c o m p a n y.
a ) Yes
b) no
10) Delivery gap
a ) Yes
b) no
11) If any suggestion..............................

BIBLIOGRAPHY

Books
Marketing Management: -

By Philip Kotler

Research Methodology

Methods

: -

and

Tec h n i q u e

by C.R. Kothari

Web s i t e s
w w w.c o c a c o l a i n d i a . c o m
w w w.m y e n j o y z o n e . c o m
w w w.f n b n e w s . c o m
w w w.m a g i n d i a . c o m
w w w.i n d i a i n d u s t r y p r o f i l e s . c o m
w w w.g o o g l e . c o m