Project report

on
New product Development
&
Right Execution Daily
At
HINDUSTAN COCA-COLA BEVERAGES PRIVATE LTD,
NAJIBABAD BIJNOR U.P

Submitted for the partial fulfillment of the

award
Of
Master of Business Administration
DEGREE
(Session 2009-2011)

Submitted by:

Sanjeev kumar
ROLL No. 0903270058

Under the Guidance of

Ms. Ajay Singh

Department of Management
ABES ENGINEERING COLLEGE GHAZIABAD

1
 AFFILIATED TO
UTTAR PADESH TECHNICAL UNIVERSITY, LUCKNOW

2
 ACKNOWLEDGMENT

This project bears the imprint of many people who were either directly or inderctly involved in the

successful completion of this project work.

I am grateful to Dr.RAKESH PASSI, Head of Department of ABES ENGINEERING

COLLEGE GHAZIABAD, under the supervision of Ms. AJAY SINGH for giving me the

opportunity to work on a project. I am thankful to Mr. Deep Kamal Khurana (A.S.M) for assigning

me this project and also help me to handle the project.I would also thankful to my Area Sales

Executive Mr. NAVNEET BAHUGUNA sales executive for help me this project. Last but not least,

I extend a special thanks to for support, devotion and co-operation.

DATE.

PLACE.. SANJEEV KUMAR

3
 DECLARATION

I, VIJAY KUMAR Class MBA 3rd semester of ABES ENGINEERING COLLEGE

GHAZIABAD (affiliated to Gautam Buddh Technical University, Lucknow ) hereby declare that

the Work which is being presented in this report entitled “NEW PRODUCT DEVELOPMENT &

RED (RIGHT EXICUTIV DAILY) IS an authentic record of my/own work carried out under the

supervision of Ms. ASTHA DHAWAN.

The matter embodied in this report has not been submitted by me/us for the award of any other

degree.

Dated. SANJEEV KUMAR

(MBA)

4
 INDEX

CONTENT PAGE NO.

ACKNOWLEDGEMENT 2

DECLARATION 3

INTRODUCTION 5
• A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA 6

• A BRIEF INSIGHT- THE BEVERAGE INDUSTRY IN INDIA 7

• MISSION 9

THE COCA-COLA COMPANY 10

• INTRODUCTION 12

• HISTORY 13

• PRODUCTION 14

• LOCAL COMPETITORS 24

• ADVERTISING 25

• ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA 29

• COCA COLA CHANNEL MARKETING & PROFITS 31
• CRITICISM OF COCA COLA COMPANY 32

• PLANT PROFILE 37

• PRODUCT OF A COMPANY 38

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN HCCBPL. 39

• QUALITY ASSURANCE. 56

• TRANSPORTATION 58

5
NEW PRODUCT DEVELOPMENT & RIGHT
EXECUTION DAILY 61
• BASIS OF NEW PRODUCT DEVELOPMENT 61

• NEW PRODUCT DEVELOPMENT PROCESS 61

• NEW PRODUCT OPPORTUNITY 64

• PRODUCT DEVELOPMENT SYSTEM 64

• NEW PRODUCT DEVELOPMENT STAGES 65

• NEW PRODUCT IN COCA-COLA 66

• MARKET SEGMENTATION MODEL 78

FINDING ANALYSIS 87

• SWOT ANALYSIS. 87

FIELD EXPERIENCE 88

RESEARCH METHODOLOGY 100

MY ROLE IN PROJECT RED 103

FINDINGS OF PROJECT 104

RECOMMENDATIONS 106

LIMITATIONS OF PROJECT 106

CONCLUSION 108

BIBLOGRAPHY 109

INTRODUCTION
6
A BRIEF INSIGHT-
THE FMCG INDUSTRY IN INDIA: -

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are

products that have a quick turnover and relatively low cost. Consumers generally put less thought

into the purchase of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes through the 1990s. Many players

had been facing severe problems on account of increased competition from small and regional

players and from slow growth across its various product categories. As a result, most of the

companies were forced to revamp their product, marketing, distribution and customer service

strategies to strengthen their position in the market.

By the turn of the 20th century, the face of the Indian FMCG industry had changed

significantly. With the liberalization and growth of the Indian economy, the Indian customer

witnessed an increasing exposure to new domestic and foreign products through different media,

such as television and the Internet.Though the absolute profit made on FMCG products is relatively

small, they generally sell in large numbers and so the cumulative profit on such products can be

large. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer

from mass layoffs every time the economy starts to dip. A person may put off buying a car but he

will not put off having his dinner.Unlike other economy sectors, FMCG share float in a steady

manner irrespective of global market dip, because they generally satisfy rather fundamental, as

opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth

largest sector in the Indian Economy and is worth Rs.93000 Crores. The main contributor, making up

32% of the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG sector

will be worth Rs.143000 Crores. The sector being one of the biggest sectors of the Indian Economy

provides up to 4 million jobs.

7
 BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

In India, beverages form an important part of the lives of people. It is an industry, in which the

players constantly innovate, in order to come up with better products to gain more consumers and

satisfy the existing consumers.

BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

8
BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater the right

product to the right person. The different ways of segmenting it are as follows:

• Alcoholic, non-alcoholic and sports beverages

• Natural and Synthetic beverages

• In-home consumption and out of home on premises consumption.

• Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.

• Segmentation based on the amount of consumption i.e. high levels of consumption and low

levels of consumption.

• The credibility and trust needs to be built so that there is a very strong and safe feeling that

the consumers have while consuming the beverages.

• Communication should be relevant and trendy so that consumers are able to find an appeal to

go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider spread of

distribution. It is important to look at the entire beverage market, as a big opportunity, for brand and

sales growth in turn to add up to the overall growth of the food and beverage industry in the

economy.

9
 THE CREATOR OF COCA COLA

John Pemberton invented Coke in 1886

MISSION

• To Refresh the World... In body, mind, and spirit

• To Inspire Moments of Optimism... Through our brands and our actions

• To Create Value and Make a Difference... Everywhere we engage.

10
 CHAPTER 2: THE COCA COLA COMPANY

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia,

on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor

of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. In

addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company

began building its global network in the 1920s. Now operating in more than 200 countries and

producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a

global scale: “Provide a moment of refreshment for a small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and

pervasive production and distribution system in the world. The Company aims at increasing

shareowner value over time. The associates of this Company jointly take responsibility to ensure

compliance with the framework of policies and protect the Company’s assets and resources whilst

limiting business risks. Coca-Cola is made up of 7000 local employees, 500 managers, over 60

manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned

Bottling Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture

process of a range of products for the company. It also has a supporting distribution network

consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to

cater to the Indian market are made locally, with help of technology and skills within the Company.

The complexity of the Indian

market is reflected in the distribution fleet, which includes different modes of distribution, from 10-

tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities

and trademarked tricycles and pushcarts.

11
 COBO
FOBO
CONTRACT PACKAGING

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN

INDIA

12
 COCA COLA
Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines in

more than 200 countries. It is produced by The Coca-Cola Company and is often referred to simply

as Coke. Originally intended as a patent medicine when it was invented in the late 19th century by

John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing

tactics led Coke to its dominance of the world soft drink market throughout the 20th century.

The company actually produces concentrate, which is then sold to various licensed Coca-Cola

bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the

company, produce finished product in cans and bottles from the concentrate in combination with

filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans

and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which

is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola

Company also sells concentrate for fountain sales to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke

brand name. The most common of these is Diet Coke, which has become a major diet cola. However,

others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and

special editions with lemon and with lime and even with coffee.

In response to consumer insistence on a more natural product, the company is in the process

of phasing E211 or Sodium Benzoate, the controversial additive linked to DNA damage and

hyperactivity in children, out of Diet Coke. The company has stated that it plans to remove the

controversial additive from its other products - including Sprite, and Oasis - as soon as a satisfactory

alternative is discovered.

13
History

Old German Coca-Cola bottle opener.

The first Coca-Cola recipe was invented in Columbus, Georgia at a drugstore by John Stith

Pemberton, originally as a cocawine called Pemberton's French Wine Coca in 1885. He may have

been inspired by the formidable success of European Angelo Mariani's cocawine, Vin Mariani.

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton

responded by developing Coca-Cola, essentially a carbonated, non-alcoholic version of French Wine

Cola.

The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886 It was initially

sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United

States at the time due to the belief that carbonated water was good for the health Pemberton claimed

Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache,

and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in

the Atlanta Journal. For the first eight months only nine drinks were sold each day.[citation needed]

By 1888, three versions of Coca-Cola — sold by three separate businesses — were on the

market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as

the Coca Cola Company in 1888 The same year, while suffering from an ongoing addiction to

morphine, Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O.

Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley

Pemberton began selling his own version of the product.

In an attempt to clarify the situation, John Pemberton declared that the name Coca-Cola

belonged to Charley, but the other two manufacturers could continue to use the formula. So, in the

14
summer of 1888, Candler sold his beverage under the names Yum Yum and Koke. After both failed

to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to force his

two competitors out of the business. Candler purchased exclusive rights to the formula from John

Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim

her signature on the bill of sale had been forged, and subsequent analysis has indicated John

Pemberton's signature was most likely a forgery as well.

In 1892, Candler incorporated a second company, The Coca-Cola Company (the current

corporation), and in 1910, Candler had the earliest records of the company burned, further obscuring

its legal origins. Regardless, Candler began marketing the product, although the efficacy of his

concerted advertising campaign would not be realized until much later. By the time of its 50th

anniversary, the drink had reached the status of a national icon for the USA. In 1935, it was certified

kosher by Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some

ingredients.

Coca-Cola was sold in bottles for the first time on March 12, 1894. Cans of Coke first

appeared in 1955. The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the

Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles

were Biedenharn bottles, very different from the much later hobble-skirt design that is now so

familiar.

Asa Candler was tentative about bottling the drink, but the two entrepreneurs who proposed

the idea were so persuasive that Candler signed a contract giving them control of the procedure.

However, the loosely termed contract proved to be problematic for the company for decades to come.

Legal matters were not helped by the decision of the bottlers to subcontract to other companies—in

effect, becoming parent bottlers

Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities,

as an over-the-counter remedy for nausea or mildly upset stomach.

15
New Coke

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the

drink with "New Coke." Follow-up taste tests revealed that most consumers preferred the taste of

New Coke to both Coke and Pepsi. Coca-Cola management was unprepared, however, for the

nostalgic sentiments the drink aroused in the American public. The new Coca-Cola formula caused a

public backlash. Protests caused the company to return to the old formula under the name Coca-Cola

Classic on July 10, 1985.

21st century

On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they

planned a launch of a Diet Coke product sweetened with the artificial sweetener sucralose

("Splenda"), the same sweetener currently used in Pepsi One On March 21, 2005, it announced

another diet product, "Coca-Cola Zero", sweetened partly with a blend of aspartame and acesulfame

potassium Recently Coca-Cola has begun to sell a new "healthy soda" Diet Coke with Vitamins

B6, B12, Magnesium, Niacin, and Zinc, marketed as "Diet Coke Plus".

On July 05, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time

since the Arab League boycotted the company in 1968. In April 2007, in Canada, the name "Coca-

Cola Classic" was changed back to "Coca-Cola". The word "Classic" was truncated because "New

Coke" was no longer in production, eliminating the need to differentiate between the two. The

formula remained unchanged.

Use of stimulants in formula

When launched Coca Cola's two key ingredients were cocaine (benzoylmethyl ecgonine) and

caffeine. The cocaine was derived from the coca leave and the caffeine from kola nuts - Coca-Cola

(the 'K' in Kola was replaced with a C for marketing purposes).

16
Coca - Cocaine

Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose, whereas,

in 1891, Candler claimed his formula (altered extensively from Pemberton's original) contained only

a tenth of this amount. Coca Cola did once contain an estimated nine milligrams of cocaine per glass,

but in 1903 it was removed Coca Cola still contains coca flavoring.

After 1904, Coca Cola started using, instead of fresh leaves, "spent" leaves - the leftovers of

the cocaine-extraction process with cocaine trace levels left over at a molecular level. To this day,

Coca Cola uses as an ingredient a cocaine free coca leaf extract prepared at a Stepan Company plant

in Maywood, New Jersey.

In the United States, Stepan Company is the only manufacturing plant authorized by the

Federal Government to import and process the coca plant Stepan laboratory in Maywood, N.J., is the

nation's only legal commercial importer of coca leaves, which it obtains mainly from Peru and, to a

lesser extent, Bolivia. Besides producing the coca flavouring agent for Coca Cola, Stepal Company

extracts cocaine from the coca leaves, which it sells to Mallinckrodt Inc, a St. Louis pharmaceutical

manufacturer that is the only company in the United States licensed to purify cocaine for medicinal

use N.J. Stepan buys about 100 metric tons of dried Peruvian coca leaves each year, said Marco

Castillo, spokesman for Peru's state-owned National Coca Co.

Kola Nuts - Caffeine

Kola nuts act as a flavouring in Coca Cola, but is also the beverage's source of caffeine. In

Britain, for example, the ingredient label states "Flavourings (Including Caffeine)". Kola nuts

contains about 2 to 3.5 percent caffeine, is of bitter flavour and is commonly used in cola soft drinks.

In 1911 The US government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola,

hoping to force Coca Cola to remove caffeine from its formula. The case was decided in favour of

17
Coca Cola. Subsequently, in 1912 the US Pure Food and Drug Act was amended, adding caffeine to

the list of "habit-forming" and "deleterious" substances which must be listed on a product's label.

Coca Cola contains 46 mg/12 fl oz of caffeine, while Diet Coke Caffeine-Free contains 0 mg.

Caffeine may be used by athletes as ergogenic aid - to increasing the capacity for mental or physical

labor. The ergogenic qualities of caffeine are contested, although there is strong evidence that it may

significantly enhance endurance performance. For this reason, caffeine is listed as a restricted

substance by the International Olympic Committee (IOC). Nevertheless Coca Cola was the leading

sponsor of the 1996 summer Olympic games

The exact formula of Coca-Cola is a famous trade secret. The original copy of the formula is held in

SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust Company, was the underwriter for

the Coca-Cola Company's initial public offering in 1919. A popular myth states that only two

executives have access to the formula, with each executive having only half the formula] The truth is

that while Coca-Cola does have a rule restricting access to only two executives, each knows the

entire formula and others, in addition to the prescribed duo, have known the formulation process.

Franchised production model

The actual production and distribution of Coca-Cola follows a franchising model. The Coca-

Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the

world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the

final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners) and then

carbonate it before filling it into cans and bottles, which the bottlers then sell and distribute to retail

stores, vending machines, restaurants and food service distributors

The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-

Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-

Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world.

18
Since independent bottlers add sugar and sweeteners, the sweetness of the drink differs in various

parts of the world, to cater for local tastes.

19
 Brand portfolio

Launche Discontinue
Name Notes
d d
Coca-
1886
Cola
Coca-
Cola 1985
Cherry
Still available in:
American Samoa, Austria,
Australia, Belgium, Brazil,
China, Denmark, Federation
of Bosnia and Herzegovina,
Finland, France, Germany,
Coca- Hong Kong, Iceland, Korea,
Cola with 2001 2005 Luxembourg, Macau,
Lemon Malaysia, Mongolia,
Netherlands, Norway,
Philippines, Reunion,
Singapore, South Africa,
Spain, Sweden, Switzerland,
Taiwan, Tunisia, United
States, and West Bank-Gaza
Still available in: Austria,
Australia, China, Germany,
Coca- 2002 2005 Hong Kong, South Africa,
Cola New Zealand (600ml and 350
Vanilla ml only) and Russia
It was reintroduced in June
2007
2007 by popular demand
Was only available in Japan,
Coca-
2004 2007 Canada, and the United
Cola C2
States.
Coca- 2005 Still available in Belgium,
Cola with Singapore
20
Lime
Coca-
June Was only available in New
Cola End of 2005
2005 Zealand.
Raspberry
Only available in Federation of
Coca- Bosnia and Herzegovina,
2005
Cola M5 Germany, Italy, Spain, Mexico
and Brazil
Coca-
Cola
Middle of Was replaced by Vanilla Coke
Black 2006
2007 in June 2007
Cherry
Vanilla
Only available in the United
States, France, Canada,
Coca- Beginning of
2006 Czech Republic, Federation of
Cola Blāk 2008
Bosnia and Herzegovina,
Bulgaria and Lithuania
Only available in Federation of
Coca-
2006 Bosnia and Herzegovina, New
Cola Citra
Zealand and Japan.
Coca-
Only available in France and
Cola Light 2006
Belgium.
Sango
Coca-
Only available in United
Cola- 2007
Kingdom
Orange
Fanta
2009 Available in India
Apple

Bottle and logo design

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason

Robinson, in 1885 It was Robinson who came up with the name, and he also chose the logo’s

distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid
21
19th century and was the dominant form of formal handwriting in the United States during that

period.

Earl R.Dean's original 1915 concept drawing of the contour Coca-Cola bottle

Dean reduced the middle diameter...and the famous Contour Coca-Cola Bottle was born.

The prototype never made it to production since its middle diameter was larger than its base.

This would make it unstable on conveyor belts.

The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but

known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer, Earl R. Dean. In

1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new

bottle for the beverage that would distinguish it from other beverage bottles... "a bottle which a

person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person

could tell at a glance what it was" Chapman J. Root, president of the Root Glass Company, turned

the project over to members of his supervisory staff including company auditor T. Clyde Edwards,

plant superintendent Alexander Samuelsson and Earl R. Dean, bottle designer and supervisor of the

bottle molding room.

Root and his subordinates decided to base the bottle’s design on one of the soda’s two

ingredients, the coca leaf or the cola nut, but were unaware of what either ingredient looked like.

Dean and Edwards went to the Emeline Fairbanks Memorial Library and were unable to find any

information about coca or cola. Instead they were inspired by a picture of the gourd-shaped cocoa
22
pod in the Encyclopædia Britannica which Chapman Root approved as the model for the prototype.
[39]

Faced with the upcoming scheduled maintenance of the mold-making machinery, over the

next 24 hours Dean sketched out and created the mold for the bottle. Dean then molded a small

number of bottles before the glass-molding machinery was turned off.

Chapman Root approved the prototype bottle and a design patent was issued on the bottle in

November, 1915. The bottle was chosen over other entries at the bottler’s convention in 1916 and

was on the market the same year. By 1920, Dean’s contoured bottle became the standard for the

Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most recognized packages

on the planet..."even in the dark!"

As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job

at the Root Glass Company. He chose the lifetime job and kept it until the Owens-Illinois Glass

Company bought out the Root Glass Company in the mid 1930s. Dean went on to work in other

Midwestern glass factories.

Although endorsed by some, this version of events is not considered authoritative by many

who cite its implausibility as difficult to believe. One alternative depiction has Raymond Loewy as

the inventor of the unique design, but although Loewy did serve as a designer of Coke cans and

bottles in later years, he was in the French Army in the year the bottle was invented and did not

migrate to the United States until 1919. Others have attributed inspiration for the design not to the

cacao pod, but to a Victorian hooped dress.

In 1997, Coca-Cola also introduced a "contour can", similar in shape to their famous bottle,

on a few test markets, including Terre Haute, Indiana. This new can was however never widely

released.

23
 A new slim and tall can has begun to appear in Australia as of December 20, 2006, which

costs an average of $2AUD. The cans have a distinct resemblance to energy drinks that are popular

with the teenage demographic. It is unknown if this design is of limited edition or may soon replace

the current 355 ml cans that have been used in the past (the new slim cans are 300 ml, making the

volume to cost ratio even smaller).

In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labelling, removing the

"Classic" designation, leaving only "Coca-Cola". Coca-Cola stated this is merely a name change and

the product remains the same. The cans still bear the "Classic" logo in the United States.

Coca-Cola in the new aluminum bottle.

Coca-Cola is a registered trademark in most countries around the world and should always be

written with the hyphen and not as "Coca Cola". The US trademark was registered in the United

States Patent Office on 31 January 1893. In the UK Coca-Cola was registered with the UK Patent

Office on 11 July 1922, under registration number 427817.

In 2007, Coca-Cola introduced an aluminum can that is designed to look like the original

glass bottles that Coca-Cola was first distributed in .

In 2007, the Coca-Cola logo on cans and bottles has changed, retaining the red color and

familiar typeface but taking branding back in time by removing much of the clutter on the can,

leaving only the logo and a plain white swirl-- the "dynamic ribbon".

In 2008, the Coca-Cola plastic bottles for all Coke varieties was changed with a new plastic

screw cap and contoured bottle shape designed to evoke the old glass bottles.

24
 Local competitors

Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in some localities.

Around the world, some local brands do compete with Coke. In South and Central America, Kola

Real, known as Big Cola in Mexico, is a fast growing competitor to Coca-Cola On the French island

of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-

Cola. In the French region of Bretagne, Breizh Cola is available. In Peru, Inca Kola outsells Coca-

Cola. However, The Coca-Cola Company purchased the brand in 1999. In Sweden, Julmust outsells

Coca-Cola during the Christmas season. In Scotland, the locally-produced Irn-Bru was more popular

than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its salesIn India, Coca-

Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-

Cola Company purchased Thums Up in 1993 As of 2004, Coca-Cola held a 60.9% market-share in

India Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, in which there exists a

United States embargo. Mecca Cola and Qibla Cola, in the Middle East, is a competitor to Coca-

Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also many countries of

Middle East, Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola. In some parts of

China, Future cola can be bought. In Slovenia, the locally-produced Cockta is a major competitor to

Coca-Cola, as is the inexpensive Mercator Cola, which is sold only in the country's biggest

supermarket chain, Mercator. In Madagascar, Classiko Cola, made by Tiko Group, the largest

manufacturing company in the country, is a serious competitor to Coca-Cola in many regions. On the

Portuguese island of Madeira, Laranjada is the top selling soft drink. In the UK Coca-Cola stated that

Pepsi was not its main rival, but rather Robinsons drinks.

25
Advertising

An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad

is entitled Drink Coca-Cola 5¢.

Coca-Cola's advertising has had a significant impact on American culture, and is frequently

credited with the "invention" of the modern image of Santa Claus as an old man in red-and-white

garments; however, while the company did in fact start promoting this image in the 1930s in its

winter advertising campaigns, it was already common before that. In fact, Coca-Cola was not even

the first soft drink company to utilize the modern image Santa Claus in its advertising – White Rock

Beverages used Santa in advertisements for its ginger ale in 1923 after first using him to sell mineral

water in 1915 .

Before Santa Claus, however, Coca-Cola relied on images of smartly-dressed young women

to sell its beverages. Coca-Cola's first such advertisement appeared in 1895 and featured a young

Bostonian actress named Hilda Clark as its spokesperson.

In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach the World to

Sing", produced by Billy Davis, became a popular hit single.

Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its

advertising. This decision was made as a result of a lawsuit from the beginning of the 20th century

that alleged that Coke's caffeine content was dangerous to children. However, in recent times, this

has not stopped the company from targeting young consumers.[citation needed]

Coke's advertising is rather pervasive, as one of Woodruff's stated goals was to ensure that

everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern

areas of the United States, such as Atlanta, where Coke was born.

26
 Some of the memorable Coca-Cola television commercials between 1960 through 1986, were

written and produced by former Atlanta radio veteran Don Naylor (WGST 1936-1950, WAGA 1951-

1959) during his career as a producer for the McCann Erickson advertising agency. Many of these

early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers

of the day.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people

participating in taste tests essentially demonstrating that: "Fifty percent of the participants who said

they preferred Coke actually chose the Pepsi". Statisticians were quick to point out the problematic

nature of a 50/50 result; that most likely all this really showed was that in blind tests, most people

simply cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to combat Pepsi's ads

in an incident sometimes referred to as the cola wars; one of Coke's ads compared the so-called Pepsi

challenge to two chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola regained

its leadership in the market.

Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed

three commercials for the company. In 1994 to commemorate her 5 years with the company, Coca-

Cola issued special Selena coke bottles

In an attempt to broaden its portfolio, Coca-Cola purchased Columbia Pictures in 1982.

Columbia provided subtle publicity through Coke product placements in many of its films while

under Coke's ownership. However, after a few early successes, Columbia began to under-perform,

and was dropped by the company in 1989.

Coca-Cola has gone through a number of different advertising slogans in its long history,

including "The pause that refreshes", "I'd like to buy the world a Coke", and "Coke is it" (see Coca-

Cola slogans).

27
 In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where

consumers earn virtual "points" by entering codes from special marked packages of Coca-Cola

products into a website. These points can in turn be redeemed for various prizes or sweepstakes

entries

Sponsorship of sporting events

Coca-Cola was the first-ever sponsor of the Olympic games, at the 1928 games in Amsterdam

and has been an Olympics sponsor ever since.] This corporate sponsorship included the 1996

Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Since

1978 Coca-Cola has sponsored each FIFA World Cup and other competitions organised by FIFA. In

fact, one of the FIFA tournament trophy: FIFA World Youth Championship from Tunisia in 1977 to

Malaysia in 1997 was called "FIFA - Coca Cola Cup". [54] In addition, Coca-Cola sponsors the annual

Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at Lowe's Motor Speedway

in Charlotte, North Carolina and Daytona International Speedway in Daytona, Florida. Coca-Cola

has a long history of sports marketing relationships, which over the years have included Major

League Baseball, the National Football League, National Basketball Association and the National

Hockey League, as well as with many teams within those leagues. Coca-Cola is the official soft drink

of many collegiate football teams throughout the nation.

In India Coca Cola was the one of the official Sponsors of the 1996 Cricket World Cup.

In England, Coca-Cola is the main sponsor of The Football League, a name given to the three

professional divisions below the Premier League in football (soccer). It is also responsible for the

renaming of these divisions- until the advent of Coca-Cola sponsorship, they were referred to as

Divisions One, Two and Three. Since 2004, the divisions have been known as The Championship

(equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of Division 3). This

renaming has caused unrest amongst some fans who see it as farcical that the third tier of English

Football is now called "League One." In 2005 Coca-cola launched a competition for the 72 clubs of

28
the football league - it was called "Win a Player". This allowed fans to place 1 vote per day for their

beloved club, with 1 entry being chose at random earning £250,000 for the club. This was repeated in

2006. The "Win A Player" competition was very controversial, as at the end of the 2 competitions,

Leeds United AFC had the most votes by more than double, yet they did not win any money to spend

on a new player for the club. In 2007 the competition changed to "Buy a Player". This competition

allowed fans to buy a bottle of Coca-Cola Zero or Coca-Cola and submit the code on the wrapper on

the Coca-Cola website {www.coca-colafootball.co.uk}. This code could then earn anything from 50p

to £100,000 for a club of their choice. This competition was favoured over the old "Win A Player"

competition as it allowed all clubs to win some money, instead of all the money going to one

winning club.

29
ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA

Chief Executive Officer

Vice President Supply Chain

Chief Finance Officer

Human Resource Director

Vice President BSG

Regional Vice President (North)

Regional Vice President

(Central)

30
Region Vice
President

AGM/AOD
Unit 1

AGM/AOD
Unit 2

AGM/AOD
Unit 3

AGM/AOD
Unit4

Region Finance

Region Human Resource

Region Customer Service

Region External Affairs

Region Cold Drink

Region Legal

Region BSG

Region Director/Manager
Market Execution

Region Capability
Region Channel
Management

31
Coca Cola Channel Marketing and Profits

Coca Cola has managed their company marketing and sales strategy within channels. Have

you ever considered the significance of the Coke vending machine to the success.

and profitability of the Coca Cola company? This channel is direct to consumer and vending

machines often have little to no competition and no trade or price promotions. Develop solutions for

groups of customers and deploy your benefit throughout the channel as compared to forcing a broad

solution onto multiple customer types.

For many food companies, the answer to this single question can point to sizeable new profits and

opportunities for growth via adding new sales channels and opening new markets with profits and

speed.

The Coke Company operates three primary delivery systems for its business channels:

• Bulk delivery for the channels of large Supermarkets, Mass Merchandisers and

Club stores;

• For smaller channels Coke does advanced sale delivery for convenience

stores, drug stores, small supermarkets and on-premise fountain accounts.

• Full service delivery for its full service vending customers.

Key Channel Listing

Supermarkets
32
 • Convenience Stores
• Fast Food
• Petroleum Retailers
• Chain Drug Stores
• Hotels/Motels/Resorts
• Mass Merchandisers
• U.S. DOD Military Resale retail commands: AAFES, NAVRESSO and DECA
• Vending

If you noticed the growth of tractor trailer deliveries by Coke into C-Stores and other channels in the

past year or so, you noticed their new delivery scheme. In 2006, the Company began changing its

delivery method for its route delivery system. Historically, the Company loaded its trucks at a

warehouse with products the route delivery employee would deliver. The delivery employee was

responsible for pulling the required products off a side load truck at each customer location to fill the

customer's order. Coke began using a new CooLift® delivery system in 2006 in a portion of the

Company's territory which involves pre-building orders in the warehouse on a small pallet the

delivery employee can roll off a truck directly into the customer's location. The CooLift® delivery

system involves the use of a rear loading truck rather than a conventional side loading truck. Coke

anticipates the implementation of this delivery system will continue over the next several years. This

rollout required additional capital spending for the rear loading delivery vehicle. The Company

anticipates that this change in delivery methodology will result in significant savings in future years

and more efficient delivery of a greater number of products.

Criticisms
It has been suggested that some of the information in this article's Criticism or Controversy

section(s) be merged into other sections to achieve a more neutral presentation.

The Coca-Cola Company has been criticized for its business practices as well as the alleged

adverse health effects of its flagship product. A common criticism of Coke based on its allegedly

toxic acidity levels has been found to be baseless by researchers; lawsuits based on these criticisms

have been dismissed by several American courts for this reason.

33
 Since there are indications that "soda and sweetened drinks are the main source of calories in

[the] American diet,"] most nutritionists advise that Coca-Cola and other soft drinks can be harmful if

consumed excessively, particularly to young children whose soft drink consumption competes with,

rather than complements, a balanced diet. Studies have shown that regular soft drink users have a

lower intake of calcium, magnesium, ascorbic acid, riboflavin, and vitamin A The drink has also

aroused criticism for its use of caffeine, due to the possibility of physical dependence A link has been

shown between long-term regular cola intake, of which Coca-Cola is the most consumed brand

worldwide, and osteoporosis in older women (but not men)This was thought to be due to the

presence of phosphoric acid, and the risk was found to be same for caffeinated and noncaffeinated

colas, as well as the same for diet and sugared colas.

Although numerous court cases have been filed against The Coca-Cola Company since the

1920s, alleging that the acidity of the drink is dangerous, no evidence corroborating this claim has

been found. Under normal conditions, scientific evidence indicates Coca-Cola's acidity causes no

immediate harm.

There is also some concern regarding the usage of high fructose corn syrup in the production

of Coca-Cola. Since 1985 in the U.S., Coke has been made with high fructose corn syrup, instead of

sugar glucose or fructose, to reduce costs. This has come under criticism because of concerns that the

corn used to produce corn syrup may come from genetically altered plants. Some nutritionists also

caution against consumption of high fructose corn syrup because of possible links to obesity and

type-2 diabetes.

In India, there exists a major controversy concerning pesticides and other harmful chemicals

in bottled products including Coca-Cola. In 2003, the Centre for Science and Environment (CSE), a

non-governmental organization in New Delhi, said aerated waters produced by soft drinks

manufacturers in India, including multinational giants PepsiCo and Coca-Cola, contained toxins

including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer and a

34
breakdown of the immune system. Tested products included Coke, Pepsi, and several other soft

drinks, many produced by The

Coca-Cola Company. CSE found that the Indian produced Pepsi's soft drink products had 36 times

the level of pesticide residues permitted under European Union regulations; Coca-Cola's soft drink

was found to have 30 times the permitted amount. CSE said it had tested the same products sold in

the US and found no such residues. After the pesticide allegations were made in 2003, Coca-Cola

sales declined by 15%. In 2004, an Indian parliamentary committee backed up CSE's findings, and a

government-appointed committee was tasked with developing the world's first pesticide standards for

soft drinks. The Coca-Cola Company has responded that its plants filter water to remove potential

contaminants and that its products are tested for pesticides and must meet minimum health standards

before they are distributed.[63] In the Indian state of Kerala, sale and production of Coca-Cola, along

with other soft drinks, was initially banned, before the High Court in Kerala overturned the ban

ruling that only the federal government can ban food products. Coca-Cola has also been accused of

excessive water usage in India.

35
CHAPTER 3: HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.

NAJIBABAD

Najibabad plant (the company) is spread over an area of about 50 thousand square meter. The

plant was established in 1983 as Mansarover Bottling Company Ltd.This plant was a franchise

outlet for Parle Exports Bombay.

As per the BIFR ruling ,coca-cala took over this plant on 14th feb and absorbed all the 275 permanent employees .

The only major change in the operational set up was the appointment of a General manager and

a Finance Manager . This change led to a certain amount of distrust and uncertainty among the

employees.This feeling was further strengthened ,when certain employees who in the past were

high in the hierarchy were left with limited authority and responsibility .A chage in the

management of decision makng.

The Najibabad bottling plant’s product line consists of the following:

• Coke

• Thums UP

• Sprit

• Fanta

• Maaza

• Kinley Soda

• Limca

The plant procures the concentrate required for producing the soft drinks from Pune .The cans and

the pet bottles for all the soft drink and procured from Pune and Ghaziabad. The plant produces both

300 ml and 200ml of Coke. Coca-cola India has also introduced Maaza tetra packs that are produced

in Bhopal and then distributed in the region.

36
 Capacity of the plant

The product is seasonal in nature thus the production depends upon the seasons . The peak season

when the production is the maximum is between April and July.

The per day peak production capacity is as follows:

Aerated Drinks : 23,000 Crates

Maaza : 10,000 Crates

The per day production during non-peak season is as per demand.

The plant has three bottling lines. Two bottling lines produced aerated drinks and the line produces a

non- aerated drink i.e., Maaza.-Aerated Drink:

Lin 1 : 340 Bottles per minute.

Line 2 : 200 Bottles per minute.

-Non- Aerated Drink:

Line 3 : 240 Bottles per minute

The number of hours the machines woks depends upon the season and the demand .During the peak

season the machines run approximately for 16 hrs-24 hrs.

But during the non peak season the plant is closed down for maintenance from the month of

November till January .Other than this ,the plant is operated according to market demand.

37
 ORGANIZATION STRUCTURE OF THE SALES
DEPARTMENT IN HCCBPL

AGM/AOD

Human General
Plant Route to Resource Finance Sales
Manager Market Manager Manager Manager

Area
Area Capabilit
Channel
Sales y
Manager
Manager Manager

Sales Marketin Sales

Executive g Trainers

Market
Key
Develope
Accounts
r

Distributor
s
And
Salesmen

38
MARKETING MIX OF H.C.C.B.P.L

The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit

juices and bottled mineral water. The Company is always looking to innovate and come up with,

either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola

Company has a wide range of products out of which the following products are marketed by

HCCBPL :

Products of Company

In the Cola Section:

THUMS UP

‘Strong cola Taste, exciting personality’

Thumps up is the leading carbonated soft drink and trusted brand in India. Originally introduced

in 1977 it was acquired by the Coca-Cola Company in 1993. It is known for its strong fizzy taste

and it’s confident, mature and uniquely masculine attitude. This brand clearly seeks to separate

the men from the boys.

Volumes of the thumps up

It has dark brown color with very high content of CO2 which makes the Cola flavor is very

strong .It is available in different volumes in the market likes-

200 ml glass bottle.

• 300 ml glass bottle.

• 350 ml express pack.

39
• 330 ml can.

• 600 ml pet bottle.

• 1.25lt pet bottle.

• 2lt bottle.

40
 DIET COKE

“Looking good and tasting great”

Diet coke was born in 1982 and quickly became the No.1 sugar free drink in diet conscious America,

known as Diet coke in the U.S. ,Canada, Australia and great Britain and coca-cola light in other

countries ,it now the No.3 soft drink in the world.It,s the drink for people who want no calories ,but

plenty of taste. Ad campaigns around the world for diet coke share a playful, sophisticated and sexy

attitude.

Visit our Audio/Video center to witness how the Diet coke north American ad campaign celebrates

the real and human attributes that make people alluring in the eyes of others.

41
 Coca- Cola

Cola-cola is the most popular and biggest selling soft drink in history, as well as the best known

product in the world. Created by Dr.John.S.Pemberton, Coca-cola was first offered as fountain

beverages by mixing Coca-cola syrup with Carbonated water. Coca-cola was registered as a

trademark in 1895.Coca-cola was being sold in every state and territory in the united state. In 1899,

the co. began Franchised bottling operations in the United States.

Today, you can find coca-cola in virtually every part of the world and the coca-cola company has

more than 230 beverages to its portfolio.

42
 Volumes of the Coca- Cola

It has brown color with very high content of CO2 which makes the Cola flavor is very strong .It

is available in different volumes in the market likes-

• 200 ml glass bottle.

• 300 ml glass bottle.

• 350 ml express pack.

• 330 ml can.

• 600 ml pet bottle.

• 1.25lt pet bottle.

• 2.25lt pet bottle.

43
In the Lemon Section

SPRITE

“Clear ,crisp, refreshing.”

Introduced in 1960,Sprite is the world,s leading lemon lime flavored soft drink .sprite is sold

in more than 190 countries and ranks as the No.4 soft drink worldwide with a strong appeal to young

people.Millions of people enjoy Sprite because of its crisp ,clean taste that really quenches your thirst

.But also has an honest ,straightforward attitude about things that sets it apart from others soft drinks.

Sprite encourages you to be true to who are and to obey your thirst.

44
 Volumes of the Sprite

It is color less with packing in green coloured bottle. It has content of CO2 .It is available in

different volumes in the market likes-

• 200 ml glass bottle.

• 300 ml glass bottle.

• 350 ml expresspack.

• 330 ml can.

• 600 ml pet bottle.

• 1.25lt pet bottle.

• 2.lt petbottle.

LIMCA

“Light and Lemony”

This thirst quenching beverages features a fresh, light lemon –lime taste and fun –loving

attitude. It’s a homegrown, national treasure in India, where the Coca-cola co. acquired it in 1993 the

product’s invigoration taste and cloudy look haven’t changed, but the brand has been revitalized with

a new marketing campaign. Limca continues to build a loyal following among young adults who love

the lighthearted way it compliments the best moments of their lives. It’s also become a hit in many

Persian Gulf countries. Grab a limca and go.

45
 Volumes of the LIMCA

It is light grey color. It has content of CO2 that makes its flavour tasty.It is available in different

volumes in the market likes-

• 200 ml glass bottle.

• 300 ml glass bottle.

• 350 ml expresspack.

• 330 ml can.

• 600 ml pet bottle.

• 1.25Lt pet bottle.

• 2Lt petbottle.

Minute made Nimbu Fresh

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'.

Volumes of the Minute Made Nimbu Fresh

It is actually a Minute made nimbu fresh , which is very easy to prepare by mixing water in it and its

packing in the market are :

• 400 ml pet bottle

• 1200 ml pet bottle.

46
• In the Orange section:

FANTA

The coca-cola company acquired a favorite in Europe since the 1940 Fanta in 1960. Fanta orange is

the core flavor , representing about 70% of sales, but other citrus and fruit flavors have their own

solid fan base.

Consumers around the world, particularly teens ,fondly associate FANTA with happiness and special

times with friends and family. This positive imagery is driven by the brand’s fun playful personality

,which goes hand in hand with the bright color,bold fruit taste, and tingly carbonation.Fanta sells best

in Brazil,Germany,Spain ,Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in

2001 with the return of four flavor: Orange , Strawberry,Pineapple, and Grape.

Orange ,the biggest seller ,is now available in most of the country.

Volumes of the Fanta

It comes many flavors like orange. It has content of CO2 that makes its flavor tasty. It is

available in different volumes in the market likes

• 200 ml glass bottle.

• 300 ml glass bottle.

• 350 ml express pack.

• 330 ml can.

47
• 600 ml pet bottle.

• 1.25Lt pet bottle.

• 2 Lt pet bottle

48
 In the Juice section:

MAAZA

“Yaari Dosti Taaza Maaza”

It is a real fruit taste Kids love ,plus added calcium Maaza tagline “Yaari Dosti Taaza

Maaza” means “Friendship moments with fresh Maaza” in hindi . MAaza was introduced in India in

1984 as a no carbonated mango fruit drink .It was acquired by the Coca-cola Co. in 1993 and is

currently available in three flavors, mango, pineapple And orange plus added calcium.

Volumes of the Maaza

It is of yellow color with decent taste of mango .It doesn’t contain CO2 .It is available in different

volumes in the market likes

• 200 ml Tetra pack.

• 250 glass Bottle.

• 250 express pack

• 600 ml pet bottle.

• 1.2Lt pet bottle.

49
 MINUTE MAID

PULPY ORANGE

Mnute made pulpy orange , which is haired by the coca-cola company and now its manufacturing in

under coca-cola company with the better taste of Orange’s.

Volumes of the Minute made pulpy orange

It is actually a Minute made pulpy orange , which is very easy to prepare by mixing water in it

and its packing in the market are :

• 400 ml pet bottle

• 1200 ml pet bottle.

50
In the Soda Water and Bottled Mineral Water section:

KINLEY CLUB SODA

This is thirst –Quenching beverage features fresh the fresh water with the saturated oxygen level.

This is thirst – quenching beverages features a fresh and light oranges taste and a lighthearted

attitude.

Volumes of the Clube Soda

It is color less and available in market :

• 300 ml glass bottle.

• 500 ml pet bottle.

51
 KINLEY MINERAL WATER

Kinley Mineral
Water

This is thirst –Quenching beverage features fresh the fresh water with the saturated oxygen level.

Volumes of the Kinley mineral water

K- Water is a mineral water available in following volumes in the market:

• 500 ml pet bottle

• 1 Lt ,pet bottle

• 2 Lt ,pet bottle

52
PACKAGING DETAILS

PAC MAAZ
COKE
THUM FANT SPRIT LIMC SOD
K A SUP A E A A

300M NO YES YES YES

YES YES YES
L

330M NO YES YES YES

L YES YES NO
350 NO YES YES YES YES YES NO
ML

200M
L YES YES YES YES YES YES NO

250M
L
YES NO NO NO NO NO NO

2
LTR
NO YES YES YES YES YES NO

600M
L
YES YES YES YES YES YES YES

1.2
LTR YES NO NO NO NO NO NO

1.
25LT YES YES YES YES YES YES NO
R

53
 PACK NO.OF BOTTLES IN A CASE

300ML 24

200ML 24

250ML 24

2 LITRES 9

600mL 24

1.2 LTR 12

1 .25 LTR 12

PRICE DETAILS

Pack Retail Price Price for retailer

300 ML 12/- 264
200 ML 8/- 170
250 ML 12/- 264

350 ML 17/- 378

2 Ltr Pet 60/- 505
1.2 Lt 50/- 560

1.25 Lt 38/- 378

54
EXPLANATION OF MANUFACTURING PROCESS

The manufacturing of the products of Coca-Cola involves the following steps:

1. Water passes through the water treatment plant, further passing through the sand filter and the

activated carbon filter, so as to attain pure cleansed water.

2. In the syrup room, the concentrate is blended with the sugar syrup

3 .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.

4. 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.

5. 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.

55
Manufacturing Plant
Baddi (HP)

Sales and Depot Ware

House

Distribution

OUT LETS

56
 CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

QUALITY ASSURANCE (QA)

QA department ensure the total quality in each and every aspect of the organization .This quality is

not only concerned with individual department like production of goods but it is concerned with every

functioning of the organization such as hygiene in the organization like providing the nutrias food from

the canteen , cleanliness in the bathrooms ,not polluting the environment etc.

One of the major function of QA department is pre and post manufacturing tests which ensures

zero defect so that consumers can get right quantity and quality of products .All the procured materials

have to undergo a rigorous quality check. Even before procurement the quality of the material has been

ensured by the sample check of material.

Objectives :

• Total cost-: The first and foremost objectives is to bring down overall cost. The costs
involved in Logistics Operations-
a) Transportation of supplies to the plant and distribution of finished goods through
distribution system.
b) Processing customers orders.
c) Packaging.
d) Providing customers services.
e) Maintaining warehouse .

These functions are directly not responsible for sales . But they do support the sales activites . So
the total cost approach refers to evaluation of all logistics expanded for any given sales
revenue .By using the cost approach the manager would try to maintain total logistics cost as
compared to the historical performance of the firm and in comparison with other firms of the
same industry

• Sub – Optimization-: It is a term applied to a situation in which one department objective or

function is optimized without considering the affect of action on others departments . The
goal of logistics is to manage the system to provide designated levels of manufacturing
supply at the least possible cost.
57
 • Cost Trade –Off -: This occur when a change in destination system causes some costs to
increase and other cost to decrease.

• Customers Service -: Elements of customers service are :

a) On time delivery.
b) Proper handling of merchandise.
c) Quantity assembled should be according invoice.
d) On time service which includes after sales service, etc.
e)
DISTRIBUTION NETWORK

HCCBPL has a wide and well-managed network of salesmen appointed for taking up the

responsibility of distribution of products to diverse parts of the cities. The distribution channels are

constructed in such a way that the demand of customers is fulfilled at the right place and the right

time when they need it.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail

Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different routes, and

every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A

detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also

leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

58
 TRANSPORTATION LOGISTICS

The distribution function has to perform two functions: it has to generates demand for the product

and secondly ,it has to make sure that demand thus created is matched by adequate and time

supply .While all the members of the channel will have to take part in dual function , the transporter

has primary responsibility .A logistics plan can be drawn by considering the following points:

• What are the alternatives modes of transport , viz .,road, rail, air, etc. Available for

transporting the goods from the point of manufacture to the point of purchase ?

• What is the mode which is optimal from the standpoint of total distribution cost?

• Is there any need for warehousing arrangements .keeping in view the products and marketing

characteristics.

In fact the first two are important enough to be considered even at the time of selection

of markets . The non- availability of required transportation facility can out weigh all other marketing

advantages that a company may have . The perishable nature of products demands that must reach

the consumers within the shortest possible time.

Therefore, unless the potential markets are served ,delivery of such time items cannot

be undertaken.

To consider the second aspect , namely selection of the appropriate mode of transport ,it is

necessary first to identify the elements that taken together constitute the total distribution costs. In a

study carried out in the US it is found that the total distribution costs are allocated over the various

components in the following proportion:

• Administration 11.0%

• Transportation 29.4%

• Receiving and Shipping 7.8%

59
 • Packaging 11.9%

• Warehouse 17.04%

• Inventory carrying costs 17.04%

• Order processing 5.5%

The proportion obviously will vary from product to product ,but all the cost components, with sole

exception of warehousing ,will have to be considered for determining the total distribution costs of each

and every product.It is ,therefore obvious that the selection of the mode cannot be taken only on the basis

of the freight element, which at best will be only an important segment of total distribution costs .But the

decision will depend on the total incidence of costs for alternative modes of transport.In general the

criteria that should be taken in mind deciding on the proper modes of transport are cost speed

frequency ,reliability , safety and appropriates with regards to the product.

FACTORS AFFECTING CHANNEL DECISION:

• Unit value – In general , direct sales preferred for items of high unit

Value and wholesaler are approached for items of low value.

• Bulk and Weight _: If bulk transportation is possible , direct exporting is preferred.

• Technical nature-: Technologically complex and specialized products are usually sold
direct.

• Perish ablity_: The more perishable the product the shorter should be the channel leasing is
usually adopted for technological perishable products.

• Standardizations-: Indirect channels are possible for standardized products.

• Stage of market development-_ New products are promoted by

Direct sales. In direct channels may be adapted for established products.

60
 LOGISTICS IN COCA-COLA

• The company HCCBPL PVT LTD. Najibabad, does its business in full fledge between
March and June in western U.P. Approx 60% of the business of the year is done in these 4
months of period.

• The company 80% of business depends on Returnable Glass Bottles company always try to
receive same amount of empty bottles as it has been dispatched to distributers because if the
organization will not do so then its production will hamper and that ultimately effect the sale.
• Company always sends two-way vehicles instead of one-way vehicles .The concept of two-
way is that vehicle will distribute the full bottles and return by taking empty bottles from
them.
• The one-way vehicles cost much higher than two-way vehicles are also returned to enable
further production

This is beneficial for both company and distributor because company gives glass bottles and
crates on loan to distributors and their money is receiving the bottles in the plant.

• The company pays freight according to distance and load . It has a policy of paying
freight according to load slabs & destination.

61
 NEW PRODUCT DEVELOPMENT IN COCA-COLA :

INTRODUCTION ABOUT NEW PRODUCT DEVELOPMENT -

Product development is the process of designing, creating, and marketing an idea or product. The

product can either be one that is new to the marketplace or one that is new to your particular

company, or, an existing product that has been improved. In many instances a product will be labeled

new and improved when substantial changes have been made.

The Product Development Process

All product development goes through a similar planning process. Although the process is a

continuous one, it is crucial that companies stand back after each step and evaluate whether the new

product is worth the investment to continue. That evaluation should be based on a specific set of

objective criteria, not someone's gut feeling. Even if the product is wonderful, if no one buys it the

company will not make a profit.

Brainstorming and developing a concept is the first step in product development. Once an idea is

generated, it is important to determine whether there is a market for the product, what the target

market is, and whether the idea will be profitable, as well as whether it is feasible from an

engineering and financial standpoint. Once the product is determined to be feasible, the idea or

concept is tested on a small sample of customers within the target market.

New Product Development Process:

• Idea Generation and Screening

• Concept Development and Testing
• Marketing Strategy
• Business Analysis
62
 • Product Development
• Test Marketing
• Commercialization

Step 1. Idea Generation

Simply having an “idea” is worthless--you need to have proof of when you came up with the idea for

your invention. Write down everything you can think of that relates to your invention, from what it is

and how it works to how you’ll make and market it. This is the first step to patenting your idea and

keeping it from being stolen. You’ve probably heard about the “poor man’s patent”--writing your

idea down and mailing it to yourself in a sealed envelope so you have dated proof of your invention’s

conception. This is unreliable and unlikely to hold up in court. Write your idea down in an inventor’s

journal and have it signed by a witness. This journal will become your bible throughout the patent

process. An inventor's journal can by any bound notebook whose pages are numbered consecutively

and can't be removed or reinserted. You can find specially designed inventor's journals at bookstores

(try Nolo Press or the Book Factory to start), or you can save money and purchase a generic

notebook anywhere they're sold, such as the grocery store, office supply store, stationary store, etc

Systematic Search for New Product Ideas

• Internal sources
• Customers
• Competitors
• Distributors
• Suppliers

Step 2. Idea Screening

• Criteria
• Process to spot good ideas and drop poor ones
– Market Size
– Product Price
– Development Time & Costs
– Manufacturing Costs
63
 – Rate of Return

3. Concept of development and testing : The new product idea passes the

intial screeing is subject to the concept testing. The product testing involve translating the basic idea
into a specific set of featuers and attribute that the product will offer to ponitial consumer.

The concept of testing it involves presenting the product concept to appropriate target cosumer and
getting their reactions.

4. Marketing of strategy Development : After testing the new product manager

Must develop a preliminary marketing strategy plan for introducimg the new product in the market.
The plan consist of three part .

1. The describe the target market size , structur , product positioning , sales etc.
2. Outline the planned price distributer strategy, and market buget of first year.
3. Describe the long run sales and profit goels and marketing mix strategy over time.

Step 5. Business Analysis-

After management develop the product concept and marketing strategy , it can evaluate the
proposal’s business attractiveness management needs to prepare sales ,cost and profit projection to
determine whether they satisfy company .As new information comes in the business analysis will
undergo revision and expansion.

In business analysis doing a estimating total sales and estimating cost and profits in business.

• Business Analysis

- Review of Product Sales, Costs,

-and Profits Projections to See if
-They Meet Company Objectives

Step 6. Product Development-

The next stage of new product development is product development. The job of

translating target customer requirement into a working prototype is helped dy a set of method

known as Quality Deployment. The methodology takes the list of Desired cutomers attributes

generated by market research and them into a list of engineering attributes can be use a engineers.

The research and development department will develop one or more physical versions of the

product concept.

64
Step 7: Market Testing:

After management is satisfied with functional and psychologoical performance, the product

ready to be dressed up with a brand name and packaging and put into a market test.The new product

is introduced into an authentic setting to learn how large the market is and how consumers and

dealers to handling using and repurchasing the product .

The amount of market testing is influenced by the investment cost and risk on the one hand ,and the

time pressutre and research cost on the other .High investment –high risk products.

Step 8- Commercialization-

If the company goes a head with commercialization it will face its largest cost to date the company

will have to contract for manufacture or build or rent a full scale manufacturing facility

New Product Opporrtunity

• Understanding the customers and the market.

• Economic change brigs about economic development increase in the income in the long run but

economic cycles and price changes in the short run.

• Sociological and development changes may appear in such factors as decreasing family size.The

trend affects the preference for products and services.

• Technological changes make changes in the product features and innovation.

• Political legal change brings about new trade agreement and government contract.

New product development system

An effective product strategy links product decisions with cash flow,market dynamics

,product life-cycle and organization capabilities .A company must have cash for product

development understand the changes taking place in the market and have the necessary talent and

resource for product development.

65
 Product development stages

Ideas for many sources

Does the firm have ability to carry out the idea

Customer requirement to win orders.

Fuctional Specification.

Product Specification

Design Review

Are these product Spections the best

Way to meet customer expectation?

Test market does the product meet customer

Expectation?

Introduction

Evaluations

66
 Issues for product design

• Robust design-: Means that the product is designed so that small variation in production or
assembly does not affect the product.

• Modular design-: Product design in easily segmented components are known as modular design
.Modular design offer flexibility to production and marketing as it makes change easier.

• Computer aided design-: Is the use of computer to interactively

design product and prepare engineering documentation ,CAD software allows designers to save time
and money y shortening development cycles for all product.

• Computer aided manufacturing-: Refers to the use of

Specialized computer programs to direct and control manufactering equipment.

NEW PRODUCT OF A COMPANY

Coca-Cola India refreshes millions of consumers throughout the country .The campany launch the

new product in 350 ML and 1.25 Lt I Fridge Pack in, Coca-Cola, Thums Up, Fanta, Limca, Sprite,

Maaza, and also introduced Minute Maid Pulpy Orange,and Minute Maid Nimbu Fresh in duration

of 2008-2010. The company has invested more than US$ 1 billion in its Indian operations, emerging

as one of the country's top international investors. In-addition the company’s business operations also

engage approximately 1,50,000 people in India.

67
Coke to launch 350 ml packs for people on-the-move
Launching Date: 2008-09-29

Place: New Delhi

Global beverages firm Coca Cola is planning to introduce 350 ml packs of most of its major brands,
including Coca Cola, Diet Coke, Thumps Up and Mazaa, in a bid to attract on-the-move consumers
ahead of the expected sales drop in the winter.

The company has already introduced the new Xpress 350 ml pack for its Sprite brand and plans to
expand it to other products in a phased manner.

"Xpress 350 ml pack to be also made available in Coca-Cola, Diet Coke, Thumps Up, Maaza and
Kinley Club Soda in the first phase followed by Fanta, Limca and Minute Maid Pulpy Orange in the
second phase,".

"The Sprite Xpress packaging innovation will be the perfect complement to the on-the-move lifestyles
of today's youth and it will further strengthen the brands youth connect,"

Launch a product in the following place in india

The latest packaging would be available in select markets including Delhi and NCR, Bangalore,
Mumbai, Pune, Goa, Jaipur, Ahmedabad, Jodhpur and Udaipur.

The company will also launch a special campaign titled 'Seedhi Baat, No Bakwaas' to promote its
latest format.

The integrated campaign would focus on out-of-home media through location-specific creatives in
spots like shopping malls, parking areas and hang-out zones.

68
 Cocke in 350 ML

Price Rs 17.10

Availability: In stock

Model:MRP 18.00

Manufacturer: COKE
THUMPS UP
350 ML
Average Not rated.
Thums up is the
Rating:
leading carbonated

soft drink and trusted brand It is known for it’s strong fizzy taste and it,s confident, mature and

uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.
Price Rs 17.10

Availability: In stock

Model:MRP 18.00

Manufacturer: Thumps Up

Average Rating: Not rated.

69
70
 SPRITE 350 ML

Sprite Xpress pack - a 350 ml on-the-go packaging innovation, priced at Rs 15

launched last year builds a stronger connect with the youth, who are always on

the lookout of opportunities to move up the ladder. They prefer Sprite simply

because of its unmatched thirst quenching ability and stating facts as they are –

Seedhi Baat ,No Bakwaas, Clear Hai?!

Coke to launch 1.25 Ltr Fridge pack

Coca-Cola India’s innovative 1.25 liter Fridge Pack. The innovation, backed by extensive research

has been specially designed for Indian consumers. It is aptly called the “Fridge Pack” as it easily fits

into any average size refrigerator owned by most families. To further strengthen consumer connect

especially within the in-home segment, Coca-Cola India has extended its latest packaging innovation

across its entire sparkling beverage portfolio i.e. Coca-Cola, Thums Up, Sprite, Fanta, Limca.

First launched in select markets of Delhi, Mumbai, Nasik and states like Gujarat and Orissa, the

Fridge Pack has been a runaway success within 2 months of its launch in end March ‘08. Now as part

of the 5 million milestone celebration, Coca-Cola India today announced plans to NATIONALLY

roll out the 1.25 liter Fridge Pack across all markets.

According to Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, “Innovation has always

been the hallmark of Coca-Cola’s business strategy in India. With the trend of in-home consumption

of ready to drink packaged beverages on the rise, the success of the innovative 1.25 liter fridge pack

is exciting. It is heartening to see the packaging innovation cross the 5 million milestone within 2

months of its launch in select markets. The challenge now is to extend the benefits offered by the

fridge pack to maximum number of consumers. We are now in the process of rolling out this latest

innovation in a phased manner nationally, across our entire portfolio of sparkling beverage brands.”

71
Advantages:

The Fridge Pack, comes loaded with numerous advantages for consumers- be it the convenience to

store in an average size refrigerator, provide an ideal serving for one occasion consumption for 4-5

people. In-addition, the packaging innovation also provides for better fizz retention and at Rs 35

offers real value for money. The company has been launch the fridge pack in Coca –Cola ,Thums

up , Sprite,Fanta , Limca.

Thums
Sprite
Up

India’s largest selling Soft Drink brand in the clear lime segment, orange segment,cola section. is all

set to unveil its latest communication - Fridge Mein Jayega Bade Kaam Ayega on

In.Com for the FIRST timeon August, 8, 2009.

New Delhi: Coca-Cola in India announced on Saturday the launch of the latest communication

initiative for Sprite – India’s largest selling Soft Drink brand in the clear lime segment. The initiative

Fridge Mein Jayega Bade Kaam Ayega (fits in your Fridge, comes in handy in everyday life) for the

innovative 1.25 liter Fridge Pack has been designed to strengthen Sprite’s consumer connect in the

segment of in-home consumption. The 1.25 liter Fridge Pack - a packaging innovation - comes

loaded with numerous advantages for consumers- be it the convenience to store in an average size

refrigerator or providing an ideal serving for one occasion consumption for 4-5 people.

• According to Mr. Srinivas Murthy – General Manager, Marketing (Flavors) at Coca-Cola

India, “Packaging innovation has always added a new dimension to the whole experience of

having a soft drink, making it far more convenient for consumption and also offering better

value for money. With the trend of in-home consumption of ready to drink packaged

72
 beverages on the rise, the convenient 1.25 liter fridge pack offers immense benefits to the

consumers. The new communication initiative depicts the convenience of this pack through a

creative rendition that is peculiar to brand Sprite .The strategy includes building a stronger

connect with the youth, who prefer Sprite simply because of its unmatched thirst quenching

ability and its refreshingly honest attitude. The clutter breaking innovative initiative is

designed to bring out the no nonsense and unpretentious attitude of Sprite.

Leveraging the online platform, Sprite will also launch an exciting consumer contest on In.Com on

August 7, ‘09, a day prior to the Online Premier of the communication for its innovative 1.25 liter

Fridge Pack.

Leveraging the Digital platform

Leveraging the online platform, Sprite will also launch an exciting consumer contest on In.Com, a

day prior to the Online Premier of the communication for its innovative 1.25 liter Fridge Pack. As

part of the communication, Consumers get an opportunity to predict the entire plot of the

communication just by viewing the TVC for the initial 8 seconds. The consumers are expected to

predict the way forward for the protagonist who uses a Fridge Pack to find a way for his dinner. 6

lucky consumers selected from a computer generated lucky draw with the correct answers win Nokia

Multimedia Phones.

73
Minute Maid pupply Orange

Minute Maid is a product line of beverages, usually associated with lorange juice, but now extends

to soft drinks of many kinds, including Hi-C. Minute Maid is sold under Cappy brand . .

Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed

throughout the United States and served year-round. The Minute Maid company is now owned by

The Coca-Cola Company, and is the world's largest marketer of fruit juices and drinks. The firm

opened its headquarters in Sugar Land Town Square in Sugar Land, Texas, United States, on

February 16, 2009; previously it was

The Minute Maid company was purchased by Coca-Cola in 1960

In 1967, Minute Maid relocated to Houston, Texas, and is joined with Duncan Foods to form the

Coca-Cola Foods division.

In 1970, the company was involved in a scandal in the United States about bad housing, often

referred to as "slave quarters," and working conditions of Minute Maid farm laborers in Florida. The

United Farm Workers stepped in to support the workers. NBC reported on the issue in a 1970

documentary called Chet Huntley's Migrant: An NBC White Paper In response to the bad press and a

boycott in Florida, the company established a program that improved the workers' situation

74
In 1973, the company released its first ready-to-drink, chilled orange juice product in the United

States, entering an "orange juice war" with Tropicana

In 1996, the name was changed from Minute Maid Corp. to The Minute Maid Company

The Coca-Cola Company sold its Minute Maid orange groves in Florida in 1997. The United Farm

Workers again took the side of the orange growers during this time

In 2001, the Minute Maid division of Coca-Cola launched the Simply Orange brand.

In 2002, Minute Maid bought the naming rights to re-brand the Houston Astros ballpark from Enron

Field to Minute Maid Park

In 2003, Minute Maid's division fully merges with Coca-Cola North America

It is actually a Minute made pulpy orange , which is very easy to prepare by mixing water in it and

its packing in the market are :

• 400 ml pet bottle

• 1200 ml pet bottle.

Minute Maid Nimbu Fresh

Riding on the success of Minute Maid Pulpy Orange, Coca-Cola in India today announced the launch

of its latest product innovation under the Minute Maid brand umbrella. 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'.

"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
75
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 ..

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).

"We at Coca-Cola India are constantly trying to find new ways to delight and refresh our consumers.

It gives me immense pleasure to announce the launch of Minute Maid Nimbu Fresh, a refreshing

lemon juice-based drink developed especially for Indian consumers said Ricardo Fort, Vice

President, Marketing, Coca-Cola India at the launch. "The roll out of the latest innovation has

been designed to further extend the company's market leadership in the juice drink segment."

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.

76
77
Someone has rightly said that
1. JO DIKHTA VO BIKTA HAI

2. JITNA DIKHTA HAI UTNA BIKTA HAI

3. JAISA DIKHTA HAI VAISA BIKTA HAI

78
 Findings And Analysis

SWOT ANALYSIS

STRENGTH:-

• Coca-cola Potential brand position in the market.

• Good quality and innovation of product for long term customers relations ship.
• Good advertising campaign, and brand ambassador.
• Advertisement campaign more effective and change punch line make. Emotional touch with
customers and retail.
• High investment in research and development.
• Coca-cola has a good market share.
• Segment of coke product to every age group.
• To satisfy of retail or through schemes SGA, display.

WEAKNESS:

• Lack of proper distribution in many areas.

• Lack availability 1 it and 1.5 it product pack.
• Lack supply of Kinley water in the market.
• Rising No. of date dealers that will wrong effect in market condition.
• Retailers are not getting schemes at the time.
• No distribute enough signage to retailers.

Opportunity:

• Coke is able to capture large market share.

• More monopoly countries of coke brand.
• To improve market mix (Product, price, promotion, place)
• To increase the sale of kinley water.

Threats:

79
Pepsi is the major competitors ,that means watch myopia in the market every time.

QUESTIONNAIRE

Name of the SHOP ______________ Tel No.__________________

ADDRESS _____________________________________________

1 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR DO YOU HAVE?
A. PEPSI B COCA-COLA C BOTH D NONE

RANKING ACCORDING TO VISIBILITY?

1 2 3

2 HOW MANY BOTTLES OF COCA-COLA DO YOU HAVE IN YOUR FRIDGE?

COCA-COLA __________________ TOTAL ________________

3 WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX TO ITS FULL
STRENGTH? A.SHORTAGE [ ]
B. EMPTY PROBLEM [ ]
C . IRREGULARITY OF THE SALESMAN [ ] D. OTHER [ ]

4 APPROXIMATELY HOW MANY CRATES DO YOU SALE?

A. 0.5-2 [ ] B. 3-5 [ ] C. 6-10 [ ] D. MORE THAN 10 [ ]

5 HOW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANY?

A. SCHEMES [ ] B GIFT [ ] C SHARING / DRAFT [ ] D OTHER [ ]

6 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?

( ) 2 LT . ( ) 1 LT ( ) 500 ML ( ) 300 ML ( ) 200 ML

80
 7 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND?
A. ( ) PEPSI ( ) COCA-COLA ( ) THUMS-UP

B. ( ) MIRINDA-O ( ) FANTA

C. ( ) MIRINDA –L ( ) LIMCA ( ) MOUNTAIN-DEW ( ) SPRITE

( ) 7-UP

D. ( ) SLICE ( ) MAAZA

8. Which brand you selling more

a-Coke [ ] b- Pepsi

Reason ………………………………………………………………

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

Reason ………………………………………………………………

10.If you want to purchase Coca Cola Brands from

Company vehicle, your demand.

…………………………………………………………………………

11.Sale man Behavior

A-good [ ]

B-Bad [ ]

81
82
 ANALYSIS OF MOST SELLING BRANDS IN CHANDPUR

COKE 85%

PEPSI 10%
OTHERS 05%

ANALYSIS OF MOST SELLING BRAND IN

CHANDPUR

others
pepsi
5%
10%

coke
85%

coke pepsi others

INCREASING GROWTH OF CONSUMER AFTER MERCHANDISING

INCREASE 85%

NO CHANGE 15%
83
 INCREASING GROWTH OF CONSUMERS AFTER
MERCHANDISING

No Change
15%

Increase
85%

Increase No Change

WHERE THE MERCHANDISING OF

COCA-COLA IS MAXIMUM

HIGHWAY 30%

MARKET 40%

RAILWAY & BUS STATION 30%

84
WHERE THE MERCHANDISING OF COCA-COLA IS
MAXIMUM

Railway & Bus

Station Hiughway
30% 30%

Market
40%

Hiughway Market Railway & Bus Station

ANALYSIS THE MOST SELLING PRODUCT OF COCA- COLA

COMPANY IN NAJIBABAD

THUMPS-UP 40%

COKE 20%

LIMCA 10%

SPRITE 10%

FANTA 10%

MAZZA 10%

85
 ANALYSIS OF MOST SELLING PRODUCT OF COCA-COLA COMPANY IN
BIJNOR

Coca-Cola
Sprite
8%
9% Thums-UP
Maaza 35%
12%

Limca
Fanta
16%
20%

Thums-UP Fanta Limca Maaza Sprite Coca-Cola

ANALYSIS OF FREEZE IN THE MARKET

Given by company 70%

Under OYA scheme 15%
Owned by retailer 15%

86
 Owned by
retailer
15%
Under OYA
scheme
15%

Given by
company
70%

Given by company Under OYA scheme Owned by retailer

MARKET DEMAND OF DIFFERENT PACKING OF SOFT-DRINKS

 This gives us an indication, where the better prospects lies. In which particular type of
packing little innovation can do wonders. This provides us with an idea where we should
concentrate.

87
 Market Demand of different packings of Soft-Drinks

2lt
200ml
26%
30% 2lt
1lt
500ml
1lt 300ml
7% 200ml
300ml 500ml
23% 14%

 The sample size shows that there is huge demand of 2lt pack (26%) and 200ml bottles (30%).

 300ml bottles with 23% shares the 3rd position and 500ml. Shares the 4th position of the
demand total demand with the market demand of 14%

Approximate sale of the retailer

More Than 10 0.5 to 2

18% 8%

6 to 10 3 to 5
28% 46%

 The sample size shows that maximum portion (around 46 %) of the retailers whose sale are
between 3 to 5 crates daily and only 8 % are the ones who are selling less that two crates.

88
 How the retailler gets display material from the
company ?

70

60

50

40

30

20

10

0
Schemes Gift Sharing / Draft Other

How the retailler gets display material from the

company ?

Gift
40%
Sharing / Draft
21%

Other
Schemes 6%
33%

 The sample size gives us the brief idea about the pattern of distribution of merchandising
assets by the companies. Most of the retailers (around 73%) are getting the display material
through different schemes or as the gifts.

FIGURE 5
EMBED Excel.Chart.8 \s

89
 27% 25%

11%
37%

PBI COCA-COLA BOTH OWN

 Out of the sample size, which has been covered 37% % of the shops, had CocaCola’s
refrigerator vis a vis to 25 % of Pepsi’s refrigerator. This shows that percentage distribution
of the refrigerators of Coca-cola co. is more than Pepsico. .

 11 % of the sample size had the refrigerator of both the major players of the soft drink
industry.

 27% of the sample size didn’t have any of the company’s refrigerators; they are using their
own refrigerators for the chilling purpose.

Field Experience

The success of any survey depends upon the quality and integrity of the survey or who collect the

basic data by expressing the subject under the study and on the respondent who provides the data

required by filling up the questionnaire.The accuracy of the data collected solely depends upon the

cooperation and truthfulness of the person who is being interviewed.

Keeping this in mind ihave tried my best to collect the reliable data. During this process .I

came across a variety of experiences some interesting and some bitter one’s .

90
 After knowing the utility of the survey some of the respondent filled up this questionnaire

sincerely wheres some of the other were not interested in it.How ever most of respond were friendly

and cooperative and willingly filled up the

Questionnaire with ttmost sincerity and to est of their knowledge.

Barring few exceptions I had a pleasant time with respondent .I hope that the

respondent did not feel the interview insipid and boring.

I got the opportunity to interact with different people of different areas in The Hindustan

coca-cola beverages Pvt Ltd.Najibabad Distt.Bijnor and adjoining region like.CHANDPUR.

91
 RESEARCH METHODOLOGY

Project RED 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 its variants offered by the
company-
• The Process Knowledge means the knowledge about the distribution of the product and its
variants from the sales depot to the different retailers of the city.
The actual knowledge about the product and the 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 competitor’s strategies and
schemes which they offer to the retailers in order to gain advantage. Retailer’s grievances were best
know with the help of route riding through personal interaction. Also with route riding any one can
know about the sales status of an outlet on a daily basis.
Later stage:
This stage comprises of the serious implementation of the project RED in the area of Patiala.
To ensure effective and fruitful implementation of the campaign, market developers (M.D.) were
appointed by the company. Market Developers carried the responsibility to handle all the activities
under the R.E.D. campaign.

The first step involved in this stage was to select the outlets where the campaign has to be
implemented. The outlets are selected on the basis of some parameters like annual sale of the outlet,
type of the outlet, space available at the outlet etc. Total available market was mainly segmented on
two parameters, which are given below on the next page.

(1.)Outlet volume

On basis of outlet volume outlets are divided into e main types.

(a) Diamond: -

92
 This category includes those outlets whose annual sale is more than 800 crates.
(b.) Gold :-
This category includes those outlets whose annual sale is from 500 to 799 crates.

(c.) Silver :-
This category includes those outlets whose annual sales is from 200 to 499 crates.

(2.) Channel cluster

93
On basis of channel cluster outlets are divided into 3 main types.
(a.) Grocery :-
These outlets are primarily engaged in retailing of food and various household items. It
includes grocers (outlets dealing mainly in grains, provision, spices, edible, oil etc.), and general
stores.
(b.) E & D
(Eating and Drinking):- Outlets selling items to eat which are being cooked within outlet, made at the
outlet with possibility of consuming those products within the outlet. The outlet may have a place to
sit. It includes Bakery, sweets shop, Restaurant, Bars, Juice centers, Ice cream parlor.

(c.) Convenience:- It includes outlets which are small stores or shops, generally
accessible locally. These are often located alongside of busy roads. It includes
Chemists, STD booths, Pan Shops etc.
After the identification of the outlet on the pre specified norms, the total area of Patiala market was
fragmented and each fragmented sub market was to be looked after by the market developers
appointed by the company. Each M.D. had his permanent journey plan .

94
 MY ROLE IN PROJECT “RED”
IMPLEMENTATION – First and foremost task for me was to implement the project in the given
area with the support of MD’s (MARKET DEVELOPER). Various norms for different outlets had
been fixed but their implementation was very important. Different areas were assigned to me in
which I implemented RED and these areas are further visited by various higher.

NAM VISICOO AVAILABILITY

E TOWN LER (BRANDS IN Nos) ACTIVATION
S
H
R T
JU J E
G A
IC U L
PRI 6 B B
NAME 2 E I R F MOBI
CHA ME PU 0 L
OF CAT RG L M C A D LE
S.NO. AREA NNE LOC RI 0 M E
OUTLET . B t O E C I HAN
L ATI TY M A
S r BI P K S GER
ON L A T
L E P
Z O
E T L
A P
A
Y
1

TOTAL

SIGNATURE OF
ASM SIGNATURE OF SE
SIGNATURE OF SIGNATURE SIGNATURE SIGNATURE OF
DGM / SM OF ASM OF SE MARKET DEVELOPER

95
• IMPLEMENTATION – First and foremost task for me was to implement the project in the

given area with the support of MD’s (MARKET DEVELOPER). Various norms for different outlets

had been fixed but their implementation was very important. Different areas were assigned to me in

which I implemented RED and these areas are further visited by various higher fficials of the

organization.

 I measured the performance of sales team and distributors (under RED) in

outlets

with respect to all parameters of execution.

 I have to check the stock, that is available in the shop, then I have to make
a report, and send to me team leader, the format of the report is that.

MARKET AUDITING (TRACKING PERFORMANCE)– Tracking performance of the MD of

corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING

SHEET) and also give the feedback on his performance.

• FINDING LOOPHOLES – Finding loopholes in the system like absence of co-ordination

between MD’s and SALES TEAM and report to higher officials (Mr. Kamal Sharma) and

DGM (SALES).

• BRAND CONTACT - I had to interact regularly with shopkeepers to know their grievances

and solve them. If I could solve them then I reported them to my company guide, else he

suggested me the alternatives.

• AVAILABILTY - I also need to give company Daily availability report of Patiala of various

brand.

96
FINDINGS OF PROJECT

1). According to the demand of outlet owners, delivery of products are not

Made available in the outlets.

2). Efficient brands of coca – cola are not available in outlets.

3). Sales people and delivery persons do not visit the outlets on a regular basis.

4). Advertisement materials are not available in the right time at the right place i.e.

Different Channels like Grocery, Convenience, E&D.

5). Many outlet owners have complains on improperly working VISICOOLER i.e. its cooling
Capacity is low or its lights are not working.

6). Improper management is seen as No mechanics visit the outlets despite of

Complaints issued by outlet owners

7). Visicoolers are not placed at their Prime locations in many outlets

8). 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.

97
RECOMMENDATIONS
1. Delivery position should be maintained to get good return from the market.

2. 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.

3. Sales People and delivery persons should properly monitor the market whether stocks are

available and are properly utilized in the market or not.

4. If Sign boards/Display boards are costly then we can provide them alternate arrangements like

wall paintings and posters.

5. We can provide them beautiful display racks, tablemats, menu-cards etc, containing the

trademark and brand name of the company.

6. Display material should be provided to the retailers on more regular basis to increase the sales

level.

7. Maintenance work of refrigerator must be improved.

8. The company should take steps to replace damaged or un-sellable

9. Coca-Cola goods frequently from the retailers.

10. 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.10. 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.

LIMITATIONS OF THE CAMPAIGN

1. Out of nearly 650 total coca cola selling outlets were selected by the company (These

selected outlets had a very high volume of sales of coca cola & its different brands. To maintain all

the brands in the required orientation Brand pack Order was very tough).

98
2. Many of the retailers were reluctant to keep there visicoolers pure or in the prescribed brand

pack order without any genuine reason. They were hesitant even in allowing the company appointed

MD’s to pure their v/c’s. They wanted to keep the products in the way convenient to them.

3. Each retail counter exhibited a different sales scenario. In some shops the sales of R.G.B.

Scaled heights whereas in others pet bottles were in high demand. Due to this influencing factor the

retailers were tentative to stock the prescribed product variants.

4. Time constraint-the campaign R.E.D was designed to be implemented over a period spanning one

year. Many aspects of the campaign are still left unexplored as the project highlights the analysis for

the work done for 14 weeks.

99
 CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is playing a very important role

for the company. With the help of this project, sale of the company has been increased. Because in

this project there is one market developer who has to ensure that Visicooler must be on prime

location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the

activation elements like warm display rack, table top rack, standees etc must be available at all

outlets come under RED. All these elements help the company in increasing the sales because

1.JO DIKHTA VO BIKTA HAI

2. JITNA DIKHTA HAI UTNA BIKTA HAI

3. JAISA DIKHTA HAI VAISA BIKTA HAI

Definitely when sales increase then profits also increases. With the help of this project company has

increased its sale in Patiala region and also company can measure or check the performance of each

franchises working all over the world with COCA COLA COMPANY.

So…

“ Jo chaho ho jaye coca-cola enjoy ”

100
 BIBLIOGRPHY

Marketing Management : Philip Kottler

“Booklet of RED”, COCA COLA INDIA

www.coca-cola.com

101