Documente Academic
Documente Profesional
Documente Cultură
SUBMITTED BY:
AMRITPLAL SINGH
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M090700006
Acknowledgement
I would like to express my gratitude to the management of KANDHARI BEVERAGES Pvt.
Ltd. (Coca-Cola), Chandigarh for giving me the opportunity to undertake my summer
internship program in the company which gave me an insight into the working of the
company and the FMCG and BEVERAGES sector as a whole.
I owe my sincere thanks and heartfelt gratitude to Mr. Gurdeep Saggu (DGM),
Mr. Amit (A.S.M), and Ms. Preeti who gave time to share their thoughtful criticism and
suggestions to improve the work. Their contribution gave me valuable insights into this
project and immense knowledge of the area.
I am thankful to Mr. S.R TANEJA (DEAN-MBA, CHITKARA UNIVERSITY) for his help and
Ms. Divya Bhutani guidance at every stage to help me complete this dissertation on time
..
Last but not the least, I would also like to thank my institute Chitkara Business School,
Chitkara University for inculcating in me the management knowledge and skills and then
providing me with the best opportunity to apply and update my knowledge and skills through
summer internship in such an esteemed organization
Amritpal singh
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Table of Contents
SECTION - A
Chapter 1: Introduction
SECTION - B
Chapter 6: Introduction
Chapter 7: objectives
EXECUTIVE SUMMARY
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Soft Drinks were common preference among all the individuals before juices were
being introduced,
With the changing lifestyle and income levels, people are shifting their consumption
patterns and have therefore become more health conscious thus leading to increase
in demand of juices.
The basic subject matter of the research, comparative analysis of Minute maid nimbu
fresh Juice is focused to study the mind/taste of different age group of people.
The study starts with determining the major players in the juice market, their overall
consumption pattern among the people and ends up with the conclusion as per the
state of mind of the average rational human being.
INTRODUCTION
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Founded in 1886, the coca-cola company is the world’s leading manufacturer , marketer,
and distributor of non alcoholic beverage concentrates and syrups. The company’s corporate
headquarters are in Atlanta, with local operations in over 200 countries around the world.
Although Coca-Cola was first created in the United States. It quickly became popular
wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and
panama, soon followed by many more. Today, Coca-Cola has a portfolio of more than 3000
beverages. Coca-cola has 92,400 employees worldwide more than 70 percent of our income
comes from outside the U.S but real reason we are truly global company is that our meet
the varied taste preferences of consumer everywhere.
Coca-Cola
Introduced 1886
92,400
Employees
1.6 Billion
Serving per Day
Website www.coca-cola.com
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HISTORY OF COCA COLA
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year
1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-
legged brass kettle in his backyard. He first “distributed” the product by carrying it in
a jug down the street to Jacob’s Pharmacy and customers bought the drink for five
cents at the soda fountain. Carbonated water was teamed with the new syrup,
whether by accident or otherwise, producing a drink that was proclaimed “delicious
and refreshing”, a theme that continues to echo today
wherever Coca-Cola is enjoyed.
By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year,
Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has
been a distinctive color associated with the soft drink ever since. For his efforts, Dr.
Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton never
realized the potential of the beverage he created. He gradually sold portions of his
business to various partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year
1891, Mr. Candler proceeded to buy additional rights and acquire complete
ownership and control of the Coca-Cola business. Within four years, his
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merchandising flair had helped expand consumption of Coca-Cola to every state and
territory after which he liquidated
HISTORY OF BOTTLING
Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a
glass. Early growth was impressive, but it was only when a strong bottling system
developed that Coca-Cola became the world-famous brand it is today.
1894 … A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage
called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began
bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.
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Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler
thanked him but took no action. One of his nephews already had urged that Coca-
Cola be bottled, but Candler focused on fountain sales.
1899 … The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a
business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas
and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most
of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A
third Chattanooga lawyer, John T. Lupton, soon joined their venture.
1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories and
sold bottling rights to local entrepreneurs. Their efforts were boosted
by major progress in bottling technology, which improved efficiency
and product quality. By 1909, nearly 400 Coca-Cola bottling plants
were operating, most of them family-owned businesses. Some were
open only during hot-weather months when demand was high.
1916 … Birth of the contour bottle
Bottlers worried that the straight-sided bottle for Coca-Cola was easily
confused with imitators. A design from the Root Glass Company of Terre
Haute, Indiana won enthusiastic approval in 1915 and was introduced in
1916. The contour bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it's one of the most
recognized icons in the world - even in the dark!
1920s … Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating
in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons
were a huge hit after their 1923 introduction. A few years later, open-top
metal coolers became the forerunners of automated vending machines. By
the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
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servings including 10-, 12- and 26-ounce versions. Cans were also introduced,
becoming generally available in 1960.
1960s … New brands introduced: Following Fanta® in the 1950s, Sprite®,
Minute Maid®, Fresca® and TaB® joined brand Coca-Cola in the 1960s. Mr. Pibb®
and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and
Cherry Coke®, followed by POWERADE® and DASANI® in the 1990s. Today
hundreds of other brands are offered to meet consumer preferences in local markets
around the world.
1970s and 80s … Consolidation to serve customers: As technology led to a
global economy, the retailers who sold Coca-Cola merged and evolved into
international mega-chains. Such customers required a new approach. In response,
many small and medium-size bottlers consolidated to better serve giant international
customers. The Company encouraged and invested in a number of bottler
consolidations to assure that its largest bottling partners would have capacity to lead
the system in working with global retailers.
1990s … New and growing markets: Political and economic changes opened
vast markets that were closed or underdeveloped for decades. After the fall of the
Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as
the century closed, more than $1.5 billion was committed to new bottling facilities in
Africa.
21st Century …: The Coca-Cola bottling system grew up with roots deeply
planted in local communities. This heritage serves the Company well today as
people seek brands that honour local identity and the distinctiveness of local
markets. As was true a century ago, strong locally based relationships between
Coca-Cola bottlers, customers and communities are the foundation on which the
entire business grows.
The Coca-Cola Company came to India on October 23, 1993, after an absence of 16
years. When the Company (hereon referred to as CCI – Coca Cola, India) re-entered
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the Indian market, there was competition from Pepsi, which had a head start as it
had established itself since 1989, and Thumps Up (the flag ship CSD – Carbonated
Soft Drink of Parle Foods).
As an entry strategy, CCI took over Parle Foods. With a fine and detailed distribution
network in place, Coke was now ready to take on archrival – Pepsi. Over a period of
time, CCI also bought certain bottling units that earlier belonged to Parle or individual
distributors. In 1993, Thumps
Up, Gold Spotand Limca enjoyed around 75% share of the CSD market. With the
entry of Coke, CCI decided not to promote the cola brand they took over i.e., they
decided to withdraw Thumps Up from the market. This however, did not pay off since
the cola market was (and still is) highly polarized and people were unwilling to
compromise on the taste of their preferred cola. As a result, Coke’s market share
(Coke + Thumps Up) fell to nearly 55%. After 3 years of incurring losses, CCI finally
took a decision to re-launch Thumps Up. This strategy paid off and today almost
59% of the market is governed by CCI.
In order to reach India’s 300 million soft drink consumers, the company distributes its
range of products in over 700,000 retail outlets, serviced via trucks, converted three-
wheelers, tricycles and pushcarts.
Atul Singh is the President & CEO of Coca-Cola India . After a 16-year absence,
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave
Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke’s acquisition of local popular Indian brands including Thums Up (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only
physical manufacturing, bottling, and distribution assets but also strong consumer
preference.
This combination of local and global brands enabled Coca-Cola to exploit the
benefits of global branding and global trends in tastes while also tapping into
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Leading Indian brands joined the Company's international family of brands, including Coca-
Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
launched the Kinley water brand and in 2001, Shock energy drink and the powdered
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the
country’s top international investors.22 By 2003, Coca-Cola India had won the prestigious
Woodruf Cup from among 22 divisions of the Company based on three broad parameters of
volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002
while the industry grew 23% nationally and the Company reached breakeven profitability in
the region for the first time.23 Encouraged by its 2002 performance.
Coca-Cola India announced plans to double its capacity at an investment of $125 million
Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven
products for the company. The complete manufacturing process had a documented quality
control and assurance program including over 400 tests performed throughout the process.
The complexity of the consumer soft drink market demanded a distribution process to
support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three
wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow
PRODUCTS
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wide range of products out of which the following products are marketed by
HCCBPL:
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• In the Soda Water and Bottled Mineral Water section:
• Coca-Cola, Thums Up, Fanta Limca and Sprite: 330 ml can, 200 ml and 300
ml returnable glass bottles; 500+100 ml free, 1.5 litre and 2 litre PET bottles
• Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and
1litre+200 ml free PET bottles and the newly introduced 200 ml Tetra Pack
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• Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles
• Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free and 1.5
litre PET bottles.
BRANDS TAGLINE
Fanta - Go bite
BRAND AMBASSDORS
ABOUT BRANDS
THUMSUP
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 men from the boys. Mostly like by the youngsters
specially boys.
COCACOLA
Coca cola is the world's favorite drink. It is the world's most valuable brand and the most
recognizable word across the world. Coca-Cola has a truly remarkable heritage. From a
humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer
and distributor of non-alcoholic beverages in the world.
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SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is liked by all age
groups & people. Jan 09 report of “The times of India” claims sprite to be the
LIMCA
Limca is cloudy lemon in flavor. This is very unique in this category .It has white in color.
FANTA
Fanta has two flavors apple & orange. This is very popular drink among females.
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The 'orange' drink of the Coca-Cola Company, is seen as one of the favorite drinks since
1940's. Fanta 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".
MAAZA
This is mango flavor. Maaza was launched in 1976. It is a drink which offered the same real
taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by
Coca-Cola India and it currently dominates the fruit drink market.
This is orange juice .This contains no sugar & added flavor .This is a family drink.
• Competitor : Tropicana
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KINLEY This comes in two variety-mineral water & soda. Mineral water is used by all but
ADVERTISING
Advertising is a non promotion of goods & services by sponsor who can identified
and who has paid for his communication. Their purpose of advertisement is to sell
something goods or services,idea ,person or place.
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• Genelia D’souza (Right) for cocacola’s Fanta
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• Sprite “seedhi baat” TV add
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VISION STATEMENT
Our vision guides every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable growth.
➢ People: Be a great place to work where people are inspired to be the best
they can be.
MISSION STATEMENT
Mission statement is a
statement of organization’s
purposes that what it wants
to accomplish. In
order to achieve mission of increasing market share and maintaining good relations
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with our customers all over the world, we wish to create value for all the constraints
we serve, including our consumers, our bottlers, and our communities. The Coca
Cola Company creates value by executing business strategy guided by four key
beliefs:
MAJOR COMPETITOR
PEPSI
The biggest and perhaps the only serious for the coca-cola worldwide has an already
been Pepsi. In India, as per as the Cola segment is concerned the with the biggest
competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-
up, which was the leading brand of Parley product, was acquired by Coca-Cola just
over a year ago to bolster its market share in India. Today, Thums-up along with
coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi,
which despite this stiff competition is still by far the single most popular Cola drink in
India
With both the companies being backed fully by the parent concerns based in
the united state, the fight to become the dominant player in the huge Indian Soft
drink market continues unabated. Aggressive ad campaign's, sale-promotion,
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schemes for retailers are just some of the strategies being adopted by the two
companies to outwit each other and grab and large share of the market.
Pepsi Co. Inc. was founded in the year 1965. Major products of the new company
are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in
1992 and now is the market leader with a market share of 26.5 percent in the cola
segment. Pepsi is in between the two of it's closet competitors as far as marketing
strategies are concerned. Pepsi is an international drink with Indian imagery in it's
communication Traditional focus of Pepsi has been on the early teenager with a
gender skew more to the female.
Pepsi is by far the more aggressive player in the market. With in your face
advertising continuous event marketing targeting the new generation and eye
catching merchandising. It's got its selling strategy well mapped out.
The company has always been innovating it's ad campaigns which has helped the
company to get top of the mind recall. From "The choice of the new generation" to
the "Freedom" campaign the company has been able to Indianise the brand. With
the help of promotional schemes Pepsi has managed to keep the brand alive and
has not let it become old. During 1995 the total ad spent by the company was Rs.
6.98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising
programme in the run up to and during the cricket world cup.
Coke diet
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Orange Fanta Mirinda
ORGANIZATIONAL HIERARCHY
OF COCA COLA
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DEPARTMENTS OF COCA COLA
Every organization is made up of different departments, each of these departments
help Coca Cola achieve their objectives. As Coca Cola is a large multinational company, the
amounts of departments are huge. Each country has their own Head Office and departments.
Coca Cola is geographically split into five geographic operating segments, also known as
strategic business units (SBU's). The six SBU's are North America, Africa, Asia, Europe,
Middle East and finally Latin America. If all departments perform in the correct way then
that will continue the success of Coca Cola.
➢ Marketing
➢ Finance
➢ Packaging
➢ Sales
➢ Administration
MARKETING DEPARTMENT
The Coca Cola marketing department develops core strategies for company brands to
ensure that all communication is consistent in every market. With this cohesive effort, the
Coca-Cola system maximizes its resources for market leadership and profitable growth. The
marketing departments are responsible for marketing the products and advertising the
products and promoting the products. If all these departments perform their duty firmly then
the objectives of The Coca-Cola Company will meets.
FINANCE DEPARTMENT
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The finance department of the Coca Cola Company is responsible for financial record
keeping. This involves keeping records of money received and paid out. The financial records
will be used to produce the annual reports for the shareholders so that they can see the
company performance. The Finance department is also responsible for the management
accounts of the business like marketing etc. The Coca-Cola Company finance department is
also responsible for making budget of the company and for each department like marketing
department or research and development department. They will also be involved in the
planning process like taking over or any major decision.
PACKAGING DEPARTMENT
The packaging department of Coca-Cola Company is responsible for the packaging of
the products. They have to make the packaging attractive so that that product meets the eyes
of the consumers. Bringing new products package is their responsibility. It works with the
companies bottling partners to produce an attractive combination.
SALES DEPARTMENT
The sales department of the Coca Cola Company is to coordinate the selling program.
They also have to make the distribution methods, etc. Also, decide how much to sell and how
much to store in the warehouse and to choose the transporting method which is the most cost
efficient and the quickest way.
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ADMINISTRATION DEPARTMENT
This department is essential for keeping the business going. They act as a help support
of the company, it is not the central purpose the business but every business organization
would need this department. Most businesses rely on administration to be organized. They
deal with enquiries, give messages produce documents and give information to any customer.
The complaints that this department will get would be transferred to the research and
development department to make the product better or fix the problem that the consumer is
having. These departments are the most important department of The Coca-Cola Company
because they helps the company to meets the objectives of The Coca-Cola Company i.e.
surviving, customer satisfaction and make more profits. As I said that the help desk
department satisfies the customer by providing the information they needs and taking the
complaints and passing to the research and development departments who improves the
products.
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MARKET SHARE OF COCA COLA
Coca Cola is now one of the largest corporations in the world, with a global
workforce of over 92,400 and revenues of $31 billion in revenues in 2009. Over the years, the
brand equity of the Coca-Cola trademark, as well as that of other Coca Cola-produced brands,
has established Coca Cola as a prominent figure in the non-alcoholic beverage industry and
allowed the company to keep both revenues and profits high.
Quarterly Earnings : 1Q2009 In the first quarter of 2009, the Coca-Cola Company
posted revenues of $7.169 billion, a 3% decrease from 1Q 2008 figures; net income fell 10%
to $1,348 billion. Although sales volumes actually rose 7% during the quarter, the Coca-Cola
Company was negatively impacted by the dollar's strengthening against the euro, Brazilian
real, Mexican peso, and South African rand.
2Q2009: In the second quarter of 2009, the Coca-Cola Company posted revenues of
$8.267 billion, an 8.6% decrease from 2Q2008 figures; net income grew 43% to $2.037
billion. Although the company managed to grow worldwide case volume by 4% (with
especially important increase of 33% in India and 14% in China), adverse fluctuations in the
foreign exchange caused the decrease in revenue. On a currency neutral basis, revenues grew
by 4% during 2Q2009, as pricing remained constant during the year. The growth in net
income is deceptively large, as the 2008 figure includes an $843 million, or $0.40 per share,
charge due to changes in the company's accounting policy of its equity investments in its
bottlers. Ignoring this charge, net income would've fallen by 12%.
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GLOBAL UNIT SALES OF COCA COLA
The global unit sale of the Coca Cola Company is increasing from last years. The data
of the global unit sale of the Coca Cola Company can be represented by the following chart.
So there is a positive growth in the market of Coca Cola Company. There is a worldwide
volume increase with strong international growth. This is only due to the innovative
marketing programmers, which has deepened the relationship of the customers and Coca
Cola. The financial health and success of their bottling partners is a critical component of the
Coca Cola Company’s ability to build and deliver leading brands.
In 2008, the company had worked with their bottlers to turn good intentions into
reality by improving the system economics. The results in 2008 reflect this steadily
improving and mutually constructive relationship between the Company and their bottling
partners. The main reason behind this relationship is to continue realizing shared
opportunities for growth, with closer coordination of operations including customer
relationships, logistics and production.
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REGION WISE CONSUMPTION
OF COCA COLA
Coca Cola is the world renowned soft drink and the company is currently operating
throughout the world. The world wide total is 23.7 Billions. Review according to the regions
is as follows:
So the volume is least in Eurasia & Africa and the most in Latin America. From this
data we can find out that the customers of Coca Cola are increasing which is shown the
company’s per capita income.
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MARKET POSITION OF COCA COLA
WORLDWIDE
On global level Coca-Cola is the most popular brand and market leader controlling
60% of market share. In India Coca Cola is the market follower but still in a very strong and
stable position holding 36% of the local market with a growing and increasing market share
every year.
Current Assets
Fixed Assets
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Other Assets 1976000 1733000 -243000 -0.1402
Current Liabilities
Stockholders Equity
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Trend Analysis
Year Current Assets % IBT %
Ratio Analysis
1. CURRENT RATIO
Current ratio is used to measure the short term financial solvency of a company ie.
whether the company is able to meet its short term liabilities or not. A current ratio of
2:1 is generally considered satisfactory.
Thus, from the above graph we can interpret that the short term solvency position of
the company is fair.
2. QUICK RATIO
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Quick or Acid Test or Liquid Ratio helps the company to assess its short term financial
position in a better way. It measures the firm's capacity to pay off current obligations
immediately and is more rigorous test of liquidity than the current ratio A liquid ratio of 1:1 is
generally considered acceptable.
Thus, from the above graph we can interpret that the short term liquidity position of Coke is
fairly good but still not satisfactory as the ratio should be 1:1
Net Profit= Gross profit + operating & non-op. incomes - Non-op. expenses
Net Profit Ratio indicates net margin earned on sales in terms of percentage. NP ratio is
used to measure the overall profitability and hence it is very useful to proprietors. This ratio
also indicates the firm's capacity to face adverse economic conditions such as price
competition, low demand, etc. Obviously, higher the ratio the better is the profitability.
4. OPERATING RATIO
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Operating Ratio measures the operating cost of the concern in terms of percentage of sales.
Operating ratio shows the operational efficiency of the business. Lower operating ratio
shows higher operating profit and vice versa.
SWOT ANALYSIS
STRENGTHS:
• Coke Company has a good market reputation and a strong distribution
network.
• Coke is having a multi brand strategy ad is looking for a great volume
opportunity in India.
• Coke is presently no. 1 player in Indian Carbonated soft drinks market.
• Coke was born 11 year before Pepsi (in 1987) ad a century later still
maintains that pioneering least.
• Pepsi and coke both have good brand image.
WEAKNESS:
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OPPORTUNITY:
THREATS:
• It has a continuous threat from Pepsi as well as various other local soft drinks.
• Coke has a major market than Pepsi between the teenager as well as the
student due to advertisement of world cup cricket.
• A large amount of expenses on the advertisement.
• There is no proper policy of distributing the merchandising assets of the
company to the retailers.
• The company should search the new target market to expand the market
share in this competitive era.
• To meet the demand of the customers the company should set up the new
plants as its competitors are planning to set up.
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COKE AND PEPSI POSITIONING
Coke had introduced in the market before the Pepsi. So taking the first move
advantage, Coke is able to place itself as the all American choice. Firstly the Pepsi in
India try to position its product for the society as whole and for the purpose of
refreshment, which can be clearly visible from their advertisement slogans like
This positioning strategy they followed up to 1960 and after analyzing that it is very
difficult to capture whole population as whole. So Pepsi after 1960 started targeted
marketing. Pepsi targeted the youth section and position there product as a
necessity for youth and Pepsi advertisement slogan try to position Pepsi as the
brand for youth which are clearly visible from there advertisement as follow
PepsiCo was parted ways with Shah rukh khan, Sachin Tendulkar, Rahul Dravid,
Sourav ganguly, Mahender singh Dhoni, Ranbir kapoor, Deepika padukone, Ishant
sharma,Rohit sharma, Shreeshant and Virende rsehwag to strengthen its
”youngistaan” brigade.
PepsiCo signed Asin (of Ghajini fame) to take war to orange flavor category.
PROMOTION MIX
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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
marketing mix. Promotion decision must be integrated and co-ordinated with the
effectively support an entire marketing mix strategy. The promotion mix consists
• 1. Personal Selling
• 2. Sales Promotion
• 3. Public Relations (PR)
• 4. Publicity
• 5. Advertising
2. Sales Promotion
For example the BOGOF promotion, or Buy One Get One Free. Others
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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.
6. Advertising
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.
ADVERTISING
Advertising has played an important role in the success of products since first
newspaper add in 1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating!
Invigorating!” The company uses advertising to trigger desire as often and in as
many ways as possible.
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Through the consumers survey it has been proved that the T.V. commercials and sin
ages affect the consumer buying behaviour by approximately 70%. May be only
Coca-Cola. is investing huge finances in the T.V. commercials and other sinages, big
names of Indian film industries and sports hero’s are being proposed to become the
brand promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik Roshan,
Riya Sen and more are being offered huge amount for carrying out the promotions.
• Posters
• DPS boards
• Glow Sign boards
• Date calendars
• Cinema hall tickets
• Radio commercial
Through out the years, slogans or coca-cola have been memorable .Here are some
highlights:
(1)Thnada matlab coca cola (2) Jo chaho ho jaye coca cola enjoy,
• 2000-Coca-Cola Enjoy
• 1993-Always Coca-Cola
• 1990- Can’t Beat the Real Thing
• 1989-Can’t Beat the Feeling
• 1986-Red,White and You
• 1982-Coke Is It
• 1976-Coke Adds Life
• 1971-I’d Like to Buy the World a Coke
• 1969-It’s the Real Thing
• 1963-Things Go Better With Coke
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SALES PROMOTION
• PUSH STRATEGY:-
Coca cola is using Push strategy in which they use its sales force and trade
promotion money to induce intermediaries to carry, promote and sell 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.
• PULL STRATEGY:-
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 it from shopkeeper.
For example-Coca cola is using flanges, display racks, tier racks, standees, mobile
hangers and visicooler brand strips.
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Promotional strategy during IPL matches
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 rolling out a special ‘Kholega Toh
Milega’ digital initiative in association 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 chance to
win a Nokia mobile phone every hour. To create awareness about ‘Kholega Toh
Milega’ digital initiative, the company had launched a mass media campaign
featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels
across India.
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PROMOTION DURING OFF SEASON
Limca Launches ‘Laptop Ki Barish’ Consumer Initiative
Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’
consumer initiative nationally. As part of this unique initiative a computer generated
lucky draw would provide consumers a chance to win “HP Mini Laptop” every 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
Limca. As part of the under the crown initiative consumers just need to SMS “LIMCA”
followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.
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 & lately to the beverage industry. The competition has
become tougher & tougher as the time has progressed.
Coca-Cola GO-RED
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Coca-Cola Pet Promotion
In 2008, Coca-Cola launched 1.5 litre Pet contour bottle Targeting house wives &
family home, Coca-Cola’s 1.5 litre Pet bottle, took the limelight & gained momentum
with a campaign promoting the unique packaging and its numerous consumer
benefits .A treat for the family, Coca-Cola’s PET was offered through a “price-off”
promotion
Coca-Cola & key account of MC Donald’s launched the “we go together” joint
promotion to reinstate amongst consumers a real sense of the affinity that, both
shares globally. The promotion kicked off with pos material (Danglers, Bunting etc)
displayed at all MC Donald’s restaurants along 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.
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 school’s cafes and
sponsors their sports events and other extra curriculum activities for getting market
share.
Scheme
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Coke comes out with the schemes on their different products many times in a year.
Most of these schemes are made to benefit the retailers. Some of the schemes are
as follows:
Coca-cola is tying up with different chains of restaurants and fast food centres 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 the Coca-Cola’s products and
they will chill the Coca-Cola’s products so 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 asset of one company in such a way that it benefits another
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company. Sometime they do it unknowingly, sometimes they do it knowingly and
sometimes because of the deficiencies of the company
AVAILABILTY
Availability is done according the type of outlet. There are four type of outlet
mentioned below. According to this market developer has to ensure the availability of
ACTIVATION
Activation is important because it helps to boost the sales of the company. It is done
through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This
boards usually gives to the E&D outlets .It helps to attract the customers. Rack with
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Under Coke market developer has to insure that shopkeeper must display all
products. Display may be in the form of Shelf Display, Table Top Display etc. All
products must be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta,
Maaza, MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water).
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* JO DIKHTA HAI VO BIKTA HAI *
• Glowing sigh board at prime locations should be put that to not wall hanging one
• There should be a price communication of the product as juice drink is one which
has a impression in psyche that it is costly along with any added quality regarding the
product could also be mentioned keeping the end users in mind as:
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Kandhari Beverages Pvt. Ltd
KANDHARI GROUP was established in 1967 by Late Mr. Teja Singh Kandhari, is presently
a progressive business house in India. The group’s first venture was a bottling unit as a
franchisee of PARLE’s soft drink manufacturing “Gold Spot” under license from PARLE
established at Amritsar in the north Indian state of Punjab.
In 1993, the world renowned soft drink giant - Coca-Cola entered India and bought over
PARLE brand of soft drink products, being one of the star bottlers of PARLE the Group
switched to manufacturing, bottling & marketing of Coke brand of soft drink products.
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MISSION :
In line with our main partner coca cola we wish to refresh the world and in
addition we further aim to create value and make a difference by making our
environment a cleaner and a better place to live for our future generation.
VISSION :
Our company vision as was established by the founder of our group remains to
provide the people that work in the group, be it the owners or the managers a
great place to work where people are inspired to be the best they can be and
work with quality brands and partners to maximize profit and productivity.
COBO
FOBO
CONTRACT PACKAGING
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• Water is received from the 300 ft. tube-well and it passes through the water treatment
plant, further passing through the sand filter and the activated carbon filter, so as to
attain pure cleansed water.
• In the syrup room, the concentrate received from another bottling plant situated at
Pune, is blended with the sugar syrup.
• Once both the water and the final syrup are ready, they are both mixed together and
sent to the carbonator section where Carbon Dioxide is added to the mixture to form
the final product.
• On the other hand, simultaneously, the returnable glass bottles are depalletized,
inspected and washed for the purpose of filling in the final product in it. This step
does not take place in the PET bottle line as the bottles once used are disposed.
• The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case
of PET bottles), labeled and cased in order to be sent into the warehouse for
distribution
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INGREDIENT DELIVERY
SWEETENER
Team of professionals, work on selecting, auditing, sampling, testing, approving and then
authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar
lots and along with the certificate of analysis are sent across to all the bottling unit for
procurement.
SECRET FORMULA
CO2 FORMULA
When delivered to the plant, co2 comes in cylinders for easy delivery and storage.
In essence co2 a colorless and odorless gas that provides the “Fizz” for our beverages.
WATER
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Since water is a key component to all our beverages, its quality is critical. And since public
water quality varies around the world, each plant further treats the water it uses. This means
that before water is added to any of the beverages, its rigorously filtered and cleansed.
MATERIALS
Ingredients are not the only things delivered to the plant, other materials such as bottles,
cans, labels and packaging are also delivered. Coca cola plants uses refillable glass bottles
(RGB) in the production process. When bottles are delivered to the plant, they are carefully
inspected to ensure that they meet the exacting standards. Once these have passed initial
inspection, they move on to be washed and rinsed.
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H2O AND SYRUP
With the syrup nearing its final state, it is mixed with pure water, creating the finished
carbonated beverage. However, the water and syrup must be mixed in right ratio.
This is done by the beverage proportioning equipment. It accurately measures the correct
ratio for each and sends this mixture to the carbonator.
CO2 ADDING
Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2
not only give our beverages their effervescent zest but it also adds to the distinctive and
familiar taste everyone has come to expect from our beverages.
CAPPING
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CODING
INSPECTION
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PACKAGING
Once the filled beverages have passed final inspection, they are ready to be packaged for
delivery.
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warehouse must efficiently manage the thousands of beverages cases produce each day.
From the warehouse,
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About Product
Minute Maid is a 62-year-old brand and entered the Coca-Cola fold in 1960. The new
Minute Maid Nimbu Fresh is a truly refreshing lemon juice-based drink with no added
preservative or added color. The latest offering is a lemon juice-based drink from the Coca-
Cola Company's (TCCC) stable developed especially for consumers in India. Minute Maid
Nimbu Fresh is made out of great quality fresh lemon juice concentrate, providing
consumers with a great refreshing experience - just like natural, home-made ‘nimbu pani'.
The product was thereby branded ‘Minute Maid’, a name signifying the convenience and the
ease of preparation i.e. the drink could be prepared in just about a minute. "Innovation has
always been the hallmark of Coca-Cola's business strategy in India.
The launch of Minute Maid Nimbu Fresh is the latest example. Part of a phased launch, the
latest product innovation would be first made available to consumers across the state of
Tamil Nadu. As part of the same process, over the next two months, Minute Maid Nimbu
Fresh would be retailed across 35,000 outlets in the state followed by a nation-wide launch
later this year", said T. Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt. Ltd at
the press conference in Chennai today
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The latest innovation by Coca-Cola in India is targeted at consumers across all age groups
who are on the lookout for a naturally refreshing juice drink. The innovative consumer
proposition of Minute Maid Nimbu Fresh especially formulated to offer a refreshing
experience is best explained by the brand's tagline – ‘Bilkul Ghar Jaisa' (just like home).
There are over a 100 products in the Minute Maid banner that include fruit drinks in various
flavors and fortified varieties. Coca-Cola is exploring its options to introduce some of these in
India in future after tweaking them to suit local tastes and conditions. Minute Maid Nimbu
Fresh is being made available in two pack sizes - on-the-go 400 ml PET and 1 liter PET all
affordably priced at Rs 15 and Rs 40 respectively. Coca-Cola in India currently enjoys
market leadership in the juice drink segment with brand Maaza (no.1 mango juice drink in
the country) and Minute Maid Pulpy Orange (no.1 orange juice drink in the country). With the
launch of Minute Maid Nimbu Fresh, Coca-Cola in India is all set to further extend its
leadership in this fast growing segment.
The product is made available in groceries, large format stores, eating and drinking outlets,
convenience stores etc a company official told that the juice is imported from Israel and the
concentrate made at the company's Pune plant, and then sent to Coca-Cola plants at
Gangaikondan in Tamil Nadu and Chittoor in Andhra Pradesh.
According to Krishnakumar, the company aims to reach the new product to 35,000 outlets in
Tamil Nadu by March and 90,000 outlets across the country in a phased manner.
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• This study was confined to the Chandigarh region covering all sectors.
• I am considered the Lemon Drink variants, that is,
Minute maid Nimbu Fresh ----- Coca-cola
RESEARCH DESIGN
On the basis of fundamental objectives of the research we can classify research design into
two general types:
• EXPLORATORY RESEARCH
• CONCLUSIVE RESEARCH
Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem situation
confronting the researcher.
• Descriptive
• Experimental
The research design used in this project is a DESCRIPTIVE DESIGN.
Descriptive study as the name implies is designed to describe something-for example the
characteristics of users of a given product, the degree to which the product use the varies
with income, age, etc.
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SAMPLING TECHNIQUE USED:
SAMPLE SIZE:
For the study, a sample size of 100 has been taken into consideration.
1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people
were randomly being requested to fill them.
2) SECONDARY DATA:
Secondary data consisted of different literatures like books, articles, internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper way.
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STATISTICAL TOOLS USED
The main statistical tools used for the collection and analyses of data in this project are:
• Pie Charts
• Bar Diagrams
ANALYSIS:
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(a) If yes, what do you prefer to drink?
Nimbooz 57 57%
S
0
1
2
3
4
5
6
N
7
3
%
i0
e
%
rm
ib
o
u
e
so
z
F
1
r
e
s
h
ANALYSIS:
(b) If not, Nimbu fresh any specific reason for not trying:
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Particulars No. of Respondents Percentage
Taste 30 30%
Brand Loyalty 4 4%
Advertisement 8 8%
Availability 32 32%
Awareness 26 26%
S
8
4
5
0
1
2
3
T
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A
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2
6
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vd
w
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vs
a
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ie
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t
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Above 7 Above 7
LEMON JUICE
Daily 28 49%
Above 7 6 11%
Total 57 100%
No. of Respondents
60%
49%
50%
40%
40%
30% Series1
20%
11.00%
10%
0%
Daily 2-6times Above7
WeeklyConsumption
ANALYSIS:
From the survey it was found that amongst 57 respondents.
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Health Drink 15 4%
Status symbol 18 8%
Taste 32 32%
ANALYSIS:
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p
2
3
4
E
a
H
4
6
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h
e
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ANALYSIS:
Q5. If not a Nimbu fresh or a Nimbooz, which other beverage (other than water) tops your
mind?
Coffee 30 30%
Tea 25 25%
Shakes(Milk/Ice 8 8%
cream/Fruit)
Lassi 12 12%
Sharbat 25 25%
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3
8
1
2
C
T
cS
L
.0
2
5
o
re
a
h
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se
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kf0
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%
e
im
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/se
a
(
tF
rM
i
u
il
tk
)/
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-
ANALYSIS:
Yes 77 77%
No 23 23%
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23%
Yes
No
77%
ANALYSIS:
Yes 72 77%
No 28 28%
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N
7
2
Y
2
8
e
o
s%
ANALYSIS:
YES 58 57%
No 42 43%
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S
0
1
2
3
4
5
6
Y
N
8
2
%
0
E
o
e
%
rS
i
e
s
1
ANALYSIS:
Taking the above analysis into consideration, the following points can be regarded for further
marketing of the product:
• Advertisements should target the entire family, mainly because it has been observed
that irrespective of age and gender, more than 75% of the people have liked the
product and look forward to buy it again. Advertisements should highlight the main
features of the product that is the existence of Nimbu bilkul ghar jaisa (which is
already made prominent in Advertisements); it should lay emphasis on the health and
nutrition value of the product and also on the fact that it is as good as fresh Lemon
juice.
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• Due to the current prices, an eyebrow raiser for some, the product could be sold in
packs of 2 or more and there could be a price reduction.
• At Modern Trade Outlets, where shoppers buy in bulk, Minute Maid nimbu fresh
could be given away free, if the customer buys goods worth more than a certain price
line. This strategy is already being carried out at the Food World outlets. It could be
introduced even at Subhiksha, Spencer’s Daily, Big Bazaar etc.
• Smaller packs of Minute Maid Nimbu fresh like tetra packs of 200-300 ml can be
introduced as, when a customer wants a small amount of the drink just to quench his
thirst for that moment, he would not want to buy a bottle containing 400 ml or 1litre of
the juice. Therefore, smaller packs of the product do come in handy.
• Company should even provide umbrella, chairs etc. to the places like college
canteen, tea stalls etc. which will motivate them keep more of Coca-cola.
• For the launch of the product and for the success of the product what should be done
first is to target the Retailer for the simple reason he is the person who will give
display, promotion & add to the selling of the product.
LIMITATIONS
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ANNEXURE
PERSONAL DETAILS
Name - _________________
a) Nimbooz
b) Nimbu fresh
(b) If not, Nimbu fresh any specific reason for not trying:
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2-6 times 2-6 times
Above 7 Above 7
d) Taste ______
a) Equivalent to taste
Q5. If not a Nimbu fresh or a Nimbooz, which other beverage (other than water) tops your
mind?
a) Coffee
b) Tea
c) Shakes (Milk/Ice-cream/Fruit)
d) Lassi
e) Sharbat
a) Yes
b) No
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Q7. Do you think brand ambassador of a product have an impact on the sales of that
product?
Websites Visited:
• http://www.thecoca-colacompany.com
• http://www.coca-cola.com
• http://www.ko.com
• http://www.hoovers.com
• http://www.google.com
• http://www.wikipedia.org
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