Student Name: Md. Sahadat ullah Batch: Fall Winter 2010-12 (ISBE-A) ID No.

D1012FWISBE-A10342-(KOL-2A-CT-2038)

ORGANIZATION: BENGAL BEVERAGES PRIVATE LIMITED (BBPL)

TITLE: PROJECT REPORT ON MARKETING STRATEGIES ON CUSTOMER MANAGEMENT SYSTEM FOR COCA COLA IN BENGAL BEVERAGES PRIVATE LIMITED (BBPL)

Ph. No. 8860903869, 7827881877 Email: kabirmama@yahoo.co.in

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COMLPETION CERTIFICATE FROM THE COMPANY/ORGANIZATION

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Acknowledgement

First of all I would like to place on record my gratitude to all concerned respectable executives of Bengal Beverages Private Limited (BBPL) of COCACOLA for giving me this opportunity of internship which has been a pure learning experience and which have enlightened my knowledge and skills about the soft drink manufacturing industry. I would also like to express my gratitude towards the Indian Institute Of Planning & Management (IIPM) for giving me the opportunity to undergo Summer internship at Bengal Beverages Private Limited (BBPL) . I am specially thankful to my mentors Mr. Samiran Choudhury (ASM) for guidance and cooperation during this internship and in fact without their navigational assistance life would have been very difficult as far as structuring the projects are concerned. I would be always grateful to them for their help and support. Lastly but not the least I would like to thank Mr. Debopom Dey (Personal Executive) HR dept. and Mr. Nikhilesh Bhattacharya (Training Manager) for inducting the module of internship programmes at Bengal Beverages Private Limited (BBPL) without which I shouldnt have ever learnt what I had during my internship.

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Preface
In summer the consumption of soft drinks is more due to hot weather in this time chilled weather is needed everywhere and everybody irrespective of age difference. In the market people not only needed water, but they want some taste too. Here comes the need of soft drinks: is has become an essential part of market as people like it in addition to the bottles, now a days packages of soft drinks i.e. Tin can, Pet Packs of i.e. Litter Canisters and dispensers are introduced to enhance the impact in sales. The matters curriculum is designed in such a way student can grasp maximum knowledge and can get practical exposure to the corporate world in minimum possible time. Business school of today realised the importance of practical knowledge over the theoretical base. The research report is necessary for the partial fulfilment of Masters curriculum and it provides an opportunity to the student in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporate survey and practical analysis. It gives the learner an opportunity to relate the theory with the practice, to rest the validity and applicability of his classroom learning against real life business situation.

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TABEL OF CONTENTS

S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.

CONTENTS Executive Summary Introduction Research Objectives and methodology Sector Overview Manifesto for Growth Types of Bottling operations Business Model l Of Coca-Cola Coca-Cola Products Management At A Glance Vision 2020 Company Overview Visit To A Plant Products Of BBPL(Bengal Beverages Pvt. Ltd.) SWOT Analysis Comparative Positions Financial Analysis Questionnaire Preparation for Primary Data Primary Findings and Analysis An Assessment of the Internship Conclusions and Recommendations Illustrations and Annexure
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22.

Bibliography

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1. EXECUTIVE SUMMARY
Coca-Cola, the product that has given its best-known taste as born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 brands. It sells beverage concentrates and syrups to bottling and canning operator, distributors, fountain retailers, fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-coloured syrup in a three legged brass kettle in his backyard. He first distributed the product by carrying it in a jug down the street to Jacobs Pharmacy and customers bought the drink for five cents at a soda fountain. Carbonated water as teamed with the ne syrup, whether by accident or otherwise, producing a drink that was proclaimed delicious and refreshing, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system develop that Coca-Cola become the world famous brand it is today. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India. Now it has about 25 own bottling operations, 18 franchisee own bottling units and 8 contract packaging operation across the India. Bengal Beverages Private limited of West Bengal is a leading franchisee own bottling operation (FOBO) of the eastern region of the country. The main objective of the study lies in understanding the organization and studying the market of the SSD (Sparkling Soft Drinks) brands by Coca-Cola and understanding the consumers perception and opinion about the products, with more inclination towards the study of market of juices, soft drink, packaged water and respective competitors analysis. This report will also give insight the companys norms to maintain standards, the production process, their strategies to keep up with their retailers, companies approach to the sales of SSD and most importantly this report will provide an
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opportunity to know the psychographic needs of the retailers which in turn shows the company an avenue to create good future plans. This report will provide detail information about prevailing market competition and thus prepare itself to meet the market challenge by making adjustments in its new strategy and promotional activity. The project begins with in-depth interview with the owner of retail outlets, as primary source, to extract the reality on ground level about retailers psychology as our distributors and competitors position and strategy. The third need was to know the psychographic needs of our customers, which was achieved by feedback/questionnaire process among 100 to 150 retailers and the end level consumers. The conclusion drawn from the quantitative analysis of data via graphs and open ended feedbacks, are represented in under the tag of gap analysis/grievances and implications/suggestions. We will like to add that the project will provide the readers and listeners very high profile information about the marketing strategies as a whole and also about the Coca Cola Company. Therefore the company is the market leader among all beverages in 21st century. In the end we hope that the project will result very profitable for the readers and Coca Cola. Your feedback in the end either critical or substantial will be very highly appreciated

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2.

INTRODUCTION

A Brief Insight The FMCG Industry I 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 product,. 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 custom service strategies to strengthen their position in the market. By the turn of 20th century, the face of the Indian FMCG industry had change 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. Apart from this social changes such as increase in the number of nuclear families and the growing number of working couples resulting in increase spending power also contributed to the increase in the Indian consumers personal consumption. The realization of the customers growing awareness and the need to meet changing requirements and preferences on account on changing lifestyle required the FMCG producing companies to formulate customer centric strategies. These changes had a positive impact, leading to the rapid growth in the FMCG industry. Increase availability of retail space, rapid urbanization and qualified man power also boosted the growth of the organised retailing sector. 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 doesnt suffer from mass lay-offs 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 economic sectors, FMCG share float in a steady manner respective 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 forth largest sector in the Indian economy and its worth rupees 93000crores. The main contributor, making of 32% of the sector , is the south
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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 sector s of the Indian economy provides up to 4millon jobs.

The FMCG sector consists of the following categories:

1.

Personal Care- Oral Care, Hair care, Wash(Soaps), Cosmetics and toiletries, Deodorants and perfumes, Paper product(Tissues, Diapers, Sanitary Products) and Shoe Care. The major players being Hindustan Unilever Ltd. , Godrej Soaps, Colgate Marico, Dabur and Procter & Gamble. Household Care - Fabric Wash(Laundry soaps and synthetic detergents), Household cleaners(Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides and Mosquito Repellents, Metal polish and furnirture polish. The major players being HUL, Nirma, Ricket Benkijol.

2.

3. Branded and Packaged foods and beverages- Health beverages, Soft drinks, Staples/Cereals, Bakery Products(Biscuits, Breads, Cakes), Snack Foods, Chocolates, Ice-creams, Tea, Coffey, Processed Fruits, Processed vegetable, Processed Meats, Branded Flour, Bottled water, Branded Rice, Branded Sugar, Juices. The major players being HUL, Nestle, CocaCola, Cadbury, Pepsi and Dabur. 4. Spirits and tobacco- The major players being- ITC, Godfrey, Philips and UB.

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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.

The soft-drink industry comprises companies that manufacture non-alcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and noncarbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. Cola products account for over 60% of the total soft drink market and include popular brands such as Coca-Cola, Pepsi, and Thumps up etc. Non-cola segment constitutes for over 35% of the market.

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Types of beverages

Alcoholic

Non Alcoholic Non Alcoholic wine, apple-

Hot & cold

Others

Examples

Beer, champagne etc.

cider, squash, lemonade, juices,

Tea, coffee, iced tea, cold coffee

Milk, soup

carbonated THE TYPES OF BEVERAGES (WIKIPEDIA, 2010) Flavoured carbonated beverages, or soft drinks, were developed by apothecaries And chemists in the early nineteenth century by the addition of flavoured Syrups to fountain dispensed carbonated water. The introduction of proprietary Flavours began in the late 1880s. Charles H. Hires introduced his root beer extract In 1876, Vernorss Ginger Ale was marketed by James Vernor in 1880, R. S. Lazen by perfected the formula for Dr. Pepper in 1885, and John S. Pemberton Developed the formula for Coca-Cola in 1886.Brads Drink was introduced in 1896 and was later renamed Pepsi-Cola in 1898. The per capita consumption of soft drinks in India is among the lowest in the world - 5 bottles per annum compared to the 800 bottles per annum in the USA. Delhi reports highest per capita consumption in the country, 50 bottles per annum. The consumption of PET bottles is more in the urban areas [75% of total PET bottle (plastic bottles) consumption] whereas the sales of 200ml bottles were higher in the rural areas. According to a survey, 91% of the soft drink consumption in India is in the lower, lower middle and upper middle class section. Last one century witnessed the entry of various soft drink companies but only
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few of them were able to survive. The major among them are COKE and PEPSI. These are the only two companies that has shared the whole market between them and left a very small share for the remaining ones. This made the word cola drink synonymous to the word soft drink. Entry Barriers in Beverage Market What are the factors that made the soft drink market a duopoly market? The several factors that make it very difficult for the competition to enter the soft drink market include: The factors that made the duopoly soft drink market and that make it very difficult for the competition to enter the soft drink market include: Network Bottling: Both Coke and PepsiCo have franchisee agreements with their existing bottlers who have rights in a certain geographic area in perpetuity. These agreements prohibit bottlers from taking on new competing brands for similar products. Also, with the recent consolidation among the bottlers and the backward integration with both Coke and Pepsi buying significant percent of bottling companies, it is very difficult for a firm entering to find bottlers willing to distribute their product. The other approach to try and build their bottling plants would be very capitalintensive effort with new efficient plant capital requirements in 2011 being more than $ 1.6 billon per annum. Advertising Spend: The advertising and marketing spend in the industry is very high by Coke, Pepsi and their bottlers. This makes it extremely difficult for an entrant to compete with the incumbents and gain any visibility.

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Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of brand equity and loyal customers all over the world. This makes it virtually impossible for a new entrant to match this scale in this market place. Fear of Retaliation: To enter into a market with entrenched rival behemoths like Pepsi and Coke is not easy as it could lead to price wars which would affect the new comer. Retailer Shelf Space (Retail Distribution): Retailers enjoy significant margins of 15-20% on these soft drinks for the shelf space they offer. These margins are quite significant for their bottom-line. This makes it tough for the new entrants to convince retailers to carry/substitute their new products for Coke and Pepsi.

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3.

RESEARCH OBJECTIVES AND METHOLOGY The main objective of this study lies in studying and understanding the techniques of New dealership activation Process in the diversified market.

To find out the difficulties to create new dealership and sort out the remedies for difficulties. Comparative analysis among brand packages, views of the customers.

Methodology The selection of the research method is crucial for the conclusions as it affects what we have to say about the cause and factors influencing the project work. It was important to choose a research method which was within the limits of what could be done. Time, feasibility, ethics and availability to measure the phenomenon correctly were issues constraining the project work. Research was conducted in MEMARI, a city of Burdwan District, West Bengal, India. Instrument Two different questionnaires was devised to carry out one for Consumers and other for Retailers. Sources of Data 1.) Primary Sources The sample consists of students, employees, people on the streets and retailers. Various measurable factors were identified. Based on these variables, primary sources were identified. 2.) Secondary Sources It was collected from the employees and HR of the company; they provided
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various information about the company Bengal Beverage Pvt. Ltd.(BBPL), which really helped in gathering the information. QUESTIONNAIRE DESIGN First of all for designing the questionnaire, there are scaling techniques available like: 1) Comparative Scales. a) Paired Comparison b) Rank order c) Constant Sum d) Other Techniques 2) Non Comparative Scales a) Continuous Rating Scales b) Itemized Rating Scales Likert Scale Semantic Differential Scale Staple

Out of all these mentioned techniques for designing the questionnaire, I have opted for Comparative Scale Technique since this way it becomes much more easy for answering the questions and also the context in which the questions have been asked, gets delivered across to the other party easily. And thus we can analyze the responses in a better way. And to obtain the graphical view of the responses being generated, we have
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used the Bar graph and Pie chart analysis, since it also helped in doing justification to the responses being gathered from the sample, as it again clearly becomes visible that how much percentage of customers agree with which question being asked and thus accordingly a collective percentage of the participants, really helped us to gather/ conclude our findings in a more effective and an efficient manner. Method of Data Collection Data collection means gathering information to address those critical evaluation questions that were identified earlier in the evaluation process. Data was collected by conducting opinion surveys by filling out questionnaires on paper and on internet. Data Collection: The data was collected through survey. Consumers Number of consumers who were survey 100 Number of responses through email 25 Number of responses obtained by personal interview 75 Retailers Number of retailer who were survey through personal interview 100 Sampling Sampling involves selecting units from a population of interest so that by studying the sample one can fairly generalize the results back to the population from which they were chosen. In the present course work, convenience sampling was used and an aggregate sample size of 100 consumers was
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considered. Sampling technique Sample Type: Non Probabilistic Convenience sampling was followed. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected as per the convenience Sample size: 100

4.

Sector Overview

The Coca-Cola Company The Coca-Cola Company exists to benefit and refresh everyone it touches. 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 worlds leading manufacturer, Marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. The corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. The Coca-Cola Company began building its global network in the 1920s.Coca-Cola system has successfully applied a formula on a global scale Provide a moment of refreshment for small amount of money a billion times a day.
Page | 18 Employees Type Industry Founded Headquarters Area served Key People Products Public(NYSE:KO) Beverage 1886, USA Atlanta, Georgia , USA Worldwide Muhtar Kent (Chairman and CEO) Coca Cola Carbonated Soft Drinks Water Other non alcoholic beverages 92,400 (October 2009)

Website

KO.com

When launched Coca-Cola two key ingredients were cocaine (benzoyl methyl ecgonine) and caffeine. The cocaine was derived from the coca leaf and the caffeine from kola nut, leading to the name CocaCola (the "K" in Kola was replaced with a "C" for marketing purposes Coca-Cola often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944)was invented in May 1886 by Dr. John Stith Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable. 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. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup.[The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.

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In 1892 Candler incorporated a second company, The Coca-Cola Company (the current corporation), Coca-Cola was sold in bottles for the first time on March 12, 1894. The first Outdoor wall advertisement was painted in the same year as well in Cartersville, Georgia. CAN of Coke first appeared in 1955. On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose, 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. On July 5, 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 India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink ThumsUp. The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a 60.9% market-share in India. Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since. Special aluminium bottle designed exclusively for the Vancouver 2010 Olympic Winter Games Torch Relay. 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
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competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was called "FIFA Coca Cola Cup". In 2010 it was announced that Coca-Cola had become the first brand to top 1 billion in annual UK grocery sales Ingredients

Carbonated water Sugar (sucrose or high-fructose corn syrup depending on country of origin)

Caffeine Phosphoric acid v. Caramel (E150d) Natural flavourings

A Can of Coke (12 fl ounces/355ml) has 39 grams of carbohydrates (all from sugar, approximately 10 teaspoons), 50 mg of sodium, 0 grams fat, 0 grams potassium,140calorie. Formula of natural flavourings The exact formula of Coca-Cola's natural flavourings (but not its other ingredients which are listed on the side of the bottle or can) is a 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
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the prescribed duo, have known the formulation process.

The 1st Logo.. The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. Robinson also played a significant role in early Coca-Cola advertising. His promotional suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city of Atlanta with publicity banners and streetcar signs.

The Worlds Most Powerful Brand Inter-brands Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World, estimated its brand value at $70.45 billion .The rankings methodology determined a brands valuation on the basis of how much it was likely to earn in the future, distilling the percentage of revenues that could be credited to the brand, and assessing the brands strength to determine the risk of future earnings forecasts. Considerations included market leadership, stability, and global reach, incorporating its ability to cross both geographical and cultural borders.

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From the beginning, Coke understood the importance of branding and the creation of a distinct personality. Its catchy, well-liked slogans (Its the real thing (1942, 1969), Things go better with Coke (1963), Coke is it (1982), Cant beat the Feeling (1987), and a 1992 return to Cant beat the real thing) linked that personality to the core values of each generation and established Coke as the authentic, relevant, and trusted refreshment of choice across the decades and around the globe.

5.

MANIFESTO FOR GROWTH

The world is changing all around us. To continue to thrive as a business oer the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for whats to come. The company must get ready for tomorrow at today. Thats what 2020s vision is all about. It creates a long-term destination for our business and provides us with a Road-Map for winning along with the bottling partners,

MISSION: To Refresh the world ------- In body, Mind and Spirite.

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 To Inspire Moments of Optimism....... Through our brands and our actions. To Create Value and Make a Differnces.....Everywhere we engage.

VISION:To achieve sustainable growth, we have established a vision with clear goals.
Profit - Maximizing return to shareowners while being mindful of our

overall responsibilities.
People - Being a great place to work where people are inspired to be the

best they can be.

Portfolio - Bringing to the world portfolios of beverage brands that

anticipate satisfy peoples; desires and needs.

Partners - Nurturing a winning network of partners and building mutual

loyalty
Planet - Being a responsible global citizen that makes a difference.

VALUES:Our values serve as a compass for our actions and describe how we behave in the world.
Leadership - The courage to shape a better future. Collaboration - Leverage collective genius. Integrity - Be real. Accountability - If it is to be, it's up to me. Passion - Committed in heart and mind . Diversity - As inclusive as our brands. Quality - What we do, we do well. Page | 24

Focus on the Market Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious

Work Smart Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Act Like Owners Be accountable for our actions and inactions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

Be The BRAND

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6. TYPES OF BOTTOLING OPERATION: Page | 26

A) FOBO Franchised owned bottling operations. B) COBO Company owned bottling operations. Another type is contract packaging operations which is least type.

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

Franchised production model In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The company produces concentrate, which is then sold to 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 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 ComPage | 27

pany also sells concentrate for soda fountains to major restaurants and food service distributors. In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise. Coca-Cola 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 the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers. The Coca-Cola Company only produces a syrup concentrate, which it sells to 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 sweeteners, and then carbonate it before putting it in 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. Independent bottlers are allowed to sweeten the drink according to local tastes The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company"
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Indian History India is home to one of the most ancient cultures in the world dating back over 5000 years. At the beginning of the twenty-first century, twenty-six different languages were spoken across India, 30% of the population knew English, and greater than 40% were illiterate. At this time, the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. Remnants of the caste system existed alongside the worlds top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. In the process, India had created the worlds largest middle class, second only to China. A British colony since 1769 when the East India Company gained control of all European trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his principles of non-violence and self-reliance. In the decades that followed, self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. As a result, the economy was increasingly regulated and many sectors were restricted to the public sector. This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country. In INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign
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companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local Popular Indian brands including Thumps Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. While The Coca-Cola Company is a global company with some of the world's most widely brands, the Coca-Cola business in India, as in each country where it operates, is a local business. After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave CocaCola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment

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 During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India Coca-Cola is one of the country's top international investors by 2003; Coca-Cola India had won the prestigious Woodruff Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. In 2003, Coca-Cola India pledged to invest a further US$100 million in its operations In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system Virtually all the goods and services required to produce and market Coca-Cola locally are made in India
The Coca-Cola

sysprises comtling other era-

tem in India com27 wholly-owned pany-owned botoperations and an17 franchiseeowned bottling options.

A network of 29 contract-packers also manufactures a range of products for the Company The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process.
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 We will collaborate creatively with those who sell our products in the marketplace, developing relationships built on mutual success, not only from our brands, but also from our services. Ranking: We own 4 of the worlds top 5 non-alcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta.

1 9 9 3P u n e O ct 1993 C o k e re la u n c h e d C o n c e n tr a t e P la n t in A g ra

1996 C a n , P E T p la n t s ta rte d in P u n e

1998 F irs t g re e n fie ld p la n t, A h m e d a b a d

S ept 1997 A c q u ire d firs t b o ttlin g p la n t, B a re illy

1 9 9 71 9 9 9 4 b o ttlin g c o m p a n ie s

2 2 A c q u ir e d , 7 G r e e n fie ld

2000 6 C O B O re g io n s , 1 F O B O o p e ra tio n

2 0 1-07 0 0 0 lo c a l e m p lo y e e s , 5 0 0 m a n a g e rs , o v e r 6 0 m a n u fa c tu rin g lo c a tio n s , 2 7 C o m p a n y O w n e d B o ttlin g O p e ra tio n s (C O B O ), 1 7 F ra n c h is e e O w n e d B o ttlin g O p e ra tio n s (F O B O ) a n d a n e tw o rk o f 2 9 C o n tr a c t P a c k e rs th a t fa c ilita te th e m a n u fa c tu r e p ro c e s s o f a ra n g e o f p ro d u c ts fo r th e c o m p a n y

Page | 32

7.

BUSINESS MODELS OF

Page | 33

THE COCA COLA COMPANY Manufacturers , Concentrate Beverage base and syrup

BOTTLER Manufactures Finished Bottle/Can/Fountain

DISTRIBUTOR

Sales and Delivers RETAILERS

CUSTOMERS

Page | 34

8.

COCA-COLA PRODUCTS

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. Brands of Coca-Cola Coca-Cola Zero has been one of the most successful product launches in our history. In 2009, we sold more than 600 million cases globally. Put into perspective, that's roughly the same size as our total business in Germany, one of our top 6 markets. As of September 2010,Coca-Cola Zero is available in more than 130 countries.

Energy Drinks For those with a high intensity approach to life, Coca-Colas brands of Energy drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins.

Juices / Juice drinks We bring innovation to the goodness of juice in Coca-Colas more than 2o juices and juice drink brands, offering
Page | 35

both adults and children a nutritious, refreshing and flavourful beverages.

Soft Drinks Coca-Colas dozens of soft drink brand provides flavour and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks f are both icons and innovations in the beverage industry. Sport Drinks Carbohydrates, fluids and electrolytes team together in Coca-Colas sport drinks, providing rapid hydration and terrific taste for fitness-seekers at any level. Tea and Coffee Bottled and Canned tea and coffees provide consumers favourite drinks in convenient take-anywhere packaging, satisfying both traditional tea drinkers and todays growing coffee culture.

Water Smooth and essential, our Waters and Water beverages offer hydration in its purest form.
Page | 36

Other drinks So much more than soft drinks , CocaColas brands also include milk products, soup, and more so you can choose a Coca-Cola product anytime, anywhere for nutrition, refreshment or other needs.

Products Of COCA-COLA INDIA

In the Cola Section:

In the Lemon Section:

In the orange section:

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 In the juice section:

In the Soda Water and Bottled Mineral Water Section:

In the Tonic Water Section:

In the Tea and Coffee section:

Page | 38

Page | 39

9.

Management At a glance

Page | 40

Earnings of the Company

Page | 41

Performance Of The Company

10. VISION 2020

Page | 42

Page | 43

11.Company Overview Bengal Beverages Pvt. Ltd. Type: Franchisee Own Bottling Operation(FOBO) Geographical Position: Near Durgapur Toll Plaza Behind Durgapur Expressway, Dankuni, Kolkata.

Bengal Beverages Private Limited ( BBPL) was established in 1984 and presently a progressive business house in West Bengal. The groups first venture was a established at Dankuni, Kolkata in the East Indian state of West Bengal. The Company is engaged in the business of bottling, marketing and distribution of aerated water under franchise agreement with the Coca-Cola Enterprise, India. The Managing Director and Chair person of BBPL is Mr. S.R.Goyenka. The organization held above five thousands employees covering 6 different departments such as Sales, HR, Shipping Dept., Distribution etc. The GM of Sales Department is Mr. Joydeb Mukherjee. BBPLs bottles Coca-Colas various products such as Thums up, Limca, Maaza, Sprite, Nimbu Fresh, Fanta and
Page | 44

Kinley mineral water of various quantity.

ORGANIZATIONAL STRUCTURE

CEO
GENERAL MANAGER VICE PRESIDENT

RED HEAD

DEPUTY GM

SGA MANAGER

SALES MANGER

MARKETING MANAGER

MARKET RESEACH EXECUTIVE

AREA SALES MANAGER SR. SALES EXECUTIVE

REGIONAL EXECUTIVE TEAM LEADER MARKET DEVELOPER SALESMAN

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12.

VISIT TO PLANT AND UNDERSTANDING OPERATIONS IN THE PLANT

The company has mega Greenfield bottling plants for filling soft drinks located at Dankuni, Near Durgapur Toll Plaza, behind Durgapur expreesway, WB. India. MANUFACTRURING PROCESS

Water is re-

ceived from the 300 ft. tube-well and it passes through the water treatment plant, further passing through the sand filter and the activated carbon filter, so as to attain pure cleansed water.
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In the syrup room, the concentrate received from another bottling plant situated at Pune, is blended with the sugar syrup. Once both the water and the final syrup are ready, they are both mixed together and sent to the carbonator section where Carbon Dioxide is added to the mixture to form the final product. On the other hand, simultaneously, the returnable glass bottles are depalletized, inspected and washed for the purpose of filling in the final product in it. This step does not take place in the PET bottle line as the bottles once used are disposed. The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case of PET bottles), labeled and cased in order to be sent into the warehouse for distribution INGREDIENT DELIVERY SWEETENER Team of professionals, work on selecting, auditing, sampling, testing, approving and then authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement. SECRET FORMULA Created in special concentrate plants, its delivered held and used under strict controls to maintain its integrity and security. Each unit of concentrate is especially identifiable to allow the History of each component to be researched at any stage of production, storage
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or use.

CO2 When comes in and storage. In essence co2 that provides beverages. WATER

FORMULA delivered to the plant, co2 cylinders for easy delivery a colorless and odorless gas the Fizz for our

Since water is a key component to all our beverages, its quality is critical. And since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of the beverages, its rigorously filtered and cleansed. MATERIALS Ingredients are not the only things delivered to the plant, other materials such as bottles, cans, labels and packaging are also delivered. Coca cola plants use refillable glass bottles (RGB) in the production process. When bottles are delivered to the plant, they are carefully inspected to ensure that they meet the exacting standards. Once these have passed initial inspection, they move on to be washed and rinsed. WASHING AND RINSING To ensure quality, each bottle is washed, sanitized and rinsed before being filled.
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While this sounds simple, the actual steps can differ by bottling plant. In Coca cola plants use refillable glass bottles. To ensure they meet the cleanliness standard of the company, bottles are first hit with pre-rinse jets which remove a dirt or debris. They are then soaked in a high temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to the Hydro wash where they are washed again with a deep cleaning pressure spray.

MIXING AND BLENDING H2O AND SUGAR Mixing and blending begins with the steps of mixing pure water with refined sugar, which creates simple syrup. The syrup is then measured for the correct amount of sugar. H2O AND SYRUP With the syrup nearing its final state, it is mixed with pure water, creating the finished carbonated beverage. However, the water and syrup must be mixed in right ratio.
Page | 49

This is done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator. CO2 ADDING Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2 not only give our beverages their effervescent zest but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages. CAPPING Once filled, bottles are then capped. Company uses different bottles, glass bottles are usually topped with a metal. Each cap type then moves through different parts of the machine which ensures each cap stays scratch free and is in the right position to be precisely placed on the bottle. The process actually stops if the detector doesnt find a closure. If the bottle cap isnt just right, the beverages can become flat or be affected in other ways. If this happens the bottle is discarded. CODING The bottle is now ready to be coded. Each one of the beverages is marked with a special code that identifies specific information about it. The codes simply identify the data the
Page | 50

beverages was bottled. These codes identify the date, time, batch no. and the MRP.

INSPECTION Company inspects bottles at many points during the process. With the refillable bottles, it happens when they are first brought into the plant. They are also inspected after they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, the plant samples bottles for analysis in its lab to ensure quality is up to standards.

PACKAGING

Page | 51

Once the filled beverages have passed final inspection, they are ready to be packaged for delivery. WAREHOUSING AND DELIVERY In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produce each day. From the warehouse, beverages are loaded onto the distinctive trucks.

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BRANDS IN INDIA:

Page | 53

13.

PRODUCTS OF BBPL THUMPS- UP is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

RGB 200 ml, 300 ml

PET 250ml,400ml,600ml 1.2L,1.25L,2L

Can 330 ml

Internationally, FANTA - The 'orange' drink of The CocaCola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

Page | 54

RGB 200 ml, 300ml

PET 250ml,400ml,600ml 1.2L,1.25L,2L

Can 330 ml

World's favorite drinks, the most valuable brand and the most recognizable word across the world after OK. COCA-COLA returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's favorite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.
Page | 55

RGB 200 ml, 300 ml

PET 250ml,400ml,600ml 1.2L,1.25L,2L

Can 330 ml

Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavors soft drink in the country. The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person.

RGB 200 ml, 300 ml

PET 250ml,400ml,600ml 1.2L,1.25L,2L

Can 330 ml

Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-conscious America. Known as Diet Coke in
Page | 56

the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's 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 fun-loving attitude.

Can 330 ml

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango, Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relPage | 57

evant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza".

RGB 200ml,300ml

Tetra pack 200 ml

PET 250ml,400ml.,600ml,1.2L

Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hing taste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

RGB 200 ml, 300 ml

PET 250ml,400ml,600ml 1.2L,1.25L,2L

Can 330 ml
Page | 58

Orange juice with real orange pulp with this slogan, Coca cola launched its minute maid brand of orange juices for the first time in the country at Hyderabad. Though Coca cola India had in its portfolio the highly successful Maaza brand in the juices segment (which it got from the chouhans), this is the first time the company is introducing some of the products from its own Minute maid portfolio. The roll out of the naturally refreshing orange beverage with real pulp has been designed to extend the Companys market leadership in the juice segment and with this launch; it is expected to further extend its leadership.

PET 400ML,1.25 L

Water is thirst quencher that refreshes, life giving force that washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water the most basic need of life, the very sustenance of life, a celebration of life itself. The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday
Page | 59

rituals or as the monsoon which gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That's why we go through rigorous testing procedures at each and every location where Kinley is produced. Because we believe that right to pure, safe drinking water is fundamental.

BCG (BOSTON CONSULTING GROUP) APPROACH In the BCG approach, a company classifies all its Bus according to the growth share matrix. Coke is one of the main product lines of the Coca Cola Company. It is the one which is giving maximum revenues to it by different products in this line. Here we have classified some of its major products in the BCG matrix on the basis of their fame and liking of the people.

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Stars - Coke, Limca

? Kinley, Diet coke, Sprite, Nimbu fresh, Pulpy orange

Cash cows - Fanta, Thumps up

Dogs - Kinley soda

Michael Porters Five Force Analysis

Page | 61

Page | 62

14.

SWOT ANALYSIS

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations Strength (what an organization can do) and Weakness (what an organization can not do) in addition to Opportunities (potential favorable conditions for an organization) and Threats (potential unfavorable condition for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the surrounding and separate it form internal issues (strength and weaknesses) and external issues (opportunities and threats). SWOT analysis assists the firm in accomplishing its objectives (strength or opportunity) and overcoming the obstacles (weakness or threats). Better network covers whole of the city.
Brand recognition brand image among customers Product availability coca cola has distributors all over India so the product is regularly supplied to its outlets, Maximum market share Brand equity high equity in the market. Advertisement policy CocaCola Company endorsed with famous personalities like Aamir Khan, Hrithik Roshan, Akshya Kumar, Priyanka Chopra, Kareena Kapoor and many more. Bottling plants there are 29 bottling plants in India. These plants are company owned and not franchised like Pepsi. Promotional schemes to activate sales company is providing Umbrellas, Chairs, Tables, racks, flanges, visicooler & glasses. People Reliance on Quality of our Product and Brand. Knowledge Regarding Competitor Page | 63

STRENGTH

 Customer feedback system is not effective. Product availability Distributors give products to specific retailers only when they have limited due to low production. CANS are not available. This year Pepsi giving hard time to coca cola due to strong relationship with retailers.
WEAKN ESSE S

Coca-Cola giving less schemes and incentives to its retailers then Pepsi. Customer demand is augmented day by day, which is not satisfied well on time. Retailers complain for irregular visit of distributors. Promotional schemes Schemes are not available to all retailers.

Greater opportunity in rural areas where coca cola CAN gain a substantial base.
Company should give more number of schemes. Improvement in distribution channel. 70% of total population lies in rural area, and market penetration of soft drink is only 12% hence there is greater scope of increasing revenue of the coca cola company. Covering greater institutional areas as younger generation
OPPORTUNIT Y

gets much fascination out of such beverages Coca cola can create more monopoly outlets by giving heavy discounts as brand image and quality speaks itself. Opening new outlets in convent schools, Hotels and multi activity channels ,as more urbanization Improvement in distribution channel and in bottling plant. In the present scenario can come up with more verities in the fruit drink along with more flavours.

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 Threat from Competitors as they give offers at cheaper rates than coca cola. Its too seasonal Preference of juices and energy drinks over cold drinks May lose the market share to its competitor, if they dont look upon the demands of retailers who ultimately sell product to the end customer. Impulse customers bye what ever is in the offer, so company should give offers regularly Retailers are more inclined towards Pepsi as better services and good relationship are being made by them. Lack of adequate new trends.

THREATS

Page | 65

Future Plan

15.

COMPARATIVE POSITIONS

COMPETITOR ANALYSIS
Direct Competitor Comparison Market Cap: Employees: Qtrly Rev Growth (yoy): Revenue (ttm): Gross Margin (ttm): EBITDA (ttm): Operating Margin (ttm): Net Income (ttm): EPS (ttm): P/E (ttm): PEG (5 yr expected): P/S (ttm): KO 154.07B 139,600 46.80% 42.17B 61.76% 11.50B 23.02% 12.52B 5.37 12.50 1.90 3.69 DPS 7.75B 19,000 4.10% 5.78B 59.13% 1.23B 17.64% 542.00M 2.35 15.19 1.49 1.36 NSRGY.PK 198.64B 281,000 N/A 132.43B 57.20% 21.16B 13.42% 11.11B 12.82 4.76 3.10 1.53 PEP 98.23B 294,000 13.70% 62.43B 54.03% 12.58B 16.07% 6.31B 3.93 15.79 1.68 1.60 Industry 736.47M 3.96K 14.30% 1.53B 42.13% 207.70M 9.66% N/A 0.59 17.08 1.49 1.31

Page | 66

DPS = Dr Pepper Snapple Group, Inc. NSRGY.PK = Nestl PEP = Pepsico, Inc. Industry = Beverages - Soft Drinks

MARKET SHARE (Brands) ------Sale of (CSD) Carbonated Soft drinks Cases (in billions)
The volume of the U.S. CSD business declined -0.5% in 2010, to a total of about 9.36 bil cases. That is better than the -2.1% decline in 2009. The CSD category in the U.S. last grew in 2004. With the volume declines of the last six years, the category's volume is back down to about where it was in 1996, eliminating years of growth (right chart page 2). As shown by the left chart on page 2, the CSD industry has moved from roughly +3% growth in the 1990's to varying rates of decline. BD's CSD data includes carbonated energy drinks.

Top-10 Brands:
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Two diet brands -- Diet Mt. Dew and Diet Dr. Pepper -- posted volume growth rates in excess of +5%. Diet Coke, though down -1%, moved ahead of regular Pepsi in the brand rankings and is now the #2 brand. Pepsi's volume was down -4.8%. Beyond Diet Mt. Dew and Diet Dr Pepper, four other top-10 brands posted volume growth: Dr Pepper, Sprite, Mt. Dew and Fanta. The two big colas -- Coke and Pepsi -- continued to decline: Coke down -0.5% and Pepsi down -4.8%. Pepsi fell below 1 bil cases in 2008, for the first time in decades. Just below the top-10, Coke Zero grew +17.5% to 136.4 mil cases. It is the #11 brand, but it is still far from being a top-10 brand in this all-channel data. Given the strong performance of Diet Mt. Dew, Diet Dr Pepper and Coke Zero, BD estimates that the diet part of the U.S. CSD business gained share in 2010 and is now more than 30% of the entire category.

Top Companies:
Coca-Cola Co's market share was up slightly last year on volume which was down slightly. Coke's CSD volume decline of -0.5% reflected much better performance than in 2009 when it was down -3.9%. PepsiCo lost both share and volume last year. PepsiCo's CSD volume was down -4.8%, about the same as its -5% decline in 2009. Dr Pepper Snapple in 2010 posted a CSD volume increase of +1.4%; in 2009, it grew +4.8%. It benefited last year from strong performance of Dr Pepper in fountain; regular Dr Pepper was up +2.8%.

16.

FINANCIAL ANALYSIS

COMPARATIVE BALANCESHEET OF CONSEQUETIVE YEARS

Page | 68

Period Ending Assets Current Assets Cash And Cash Equivalents Short Term Investments Net Receivables Inventory Other Current Assets Total Current Assets Long Term Investments Property Plant and Equipment Goodwill Intangible Assets Accumulated Amortization Other Assets Deferred Long Term Asset Charges Total Assets Liabilities Current Liabilities Accounts Payable Short/Current Long Term Debt Other Current Liabilities Total Current Liabilities Long Term Debt Other Liabilities Deferred Long Term Liability Charges Minority Interest Negative Goodwill Total Liabilities Stockholders' Equity Misc Stocks Options Warrants Redeemable Preferred Stock Preferred Stock Common Stock Retained Earnings Treasury Stock Capital Surplus

Dec 31, 2010

Dec 31, 2009 Dec 31, 2008

8,379,000 2,820,000 4,430,000 2,650,000 3,162,000 21,579,000 7,585,000 14,727,000 11,665,000 15,244,000 2,121,000 72,921,000

6,959,000 2,192,000 3,758,000 2,354,000 2,226,000 17,551,000 6,755,000 9,561,000 4,224,000 8,604,000 1,976,000 48,671,000

4,701,000 278,000 3,090,000 2,187,000 1,920,000 12,176,000 5,779,000 8,326,000 4,029,000 8,476,000 1,733,000 40,519,000

9,132,000 9,376,000 18,508,000 14,041,000 4,794,000 4,261,000 314,000 41,918,000

6,921,000 6,800,000 13,721,000 5,059,000 2,965,000 1,580,000 547,000 23,872,000

6,152,000 6,531,000 305,000 12,988,000 2,781,000 3,401,000 877,000 20,047,000

880,000 49,278,000 (27,762,000) 10,057,000

880,000 41,537,000 (25,398,000) 8,537,000

880,000 38,513,000 (24,213,000) 7,966,000

Page | 69

Other Stockholder Equity Total Stockholder Equity Net Tangible Assets Currency in USD.

(1,450,000) 31,003,000 4,094,000

(757,000) 24,799,000 11,971,000

(2,674,000) 20,472,000 7,967,000

INCOME STATEMENT
Period Ending Total Revenue Cost of Revenue Gross Profit Operating Expenses Research Development Selling General and Administrative Non Recurring Others Total Operating Expenses Dec 31, 2010 Dec 31, 2009 35,119,000 30,990,000 12,693,000 11,088,000 22,426,000 19,902,000 Dec 31, 2008 31,944,000 11,374,000 20,570,000

13,977,000 -

11,671,000 -

11,774,000 350,000 -

Operating Income or Loss Income from Continuing Operations Total Other Income/Expenses Net

8,449,000

8,231,000

8,446,000

5,502,000

289,000

305,000

Page | 70

Earnings Before Interest And Taxes Interest Expense Income Before Tax Income Tax Expense Minority Interest Net Income From Continuing Ops Non-recurring Events Discontinued Operations Extraordinary Items Effect Of Accounting Changes Other Items

14,976,000 733,000 14,243,000 2,384,000 (50,000) 12,834,000

9,301,000 355,000 8,946,000 2,040,000 (82,000) 7,605,000

7,877,000 438,000 7,439,000 1,632,000 5,807,000

Net Income Preferred Stock And Other Adjustments

11,809,000 -

6,824,000 -

5,807,000 -

CASH FLOW
Period Ending Net Income Dec 31, 2010 11,809,000 Dec 31, 2009 6,824,000 Dec 31, 2008 5,807,000

Operating Activities, Cash Flows Provided By or Used In Depreciation 1,443,000 Adjustments To Net Income (4,140,000) Changes In Accounts Receivables Changes In Liabilities Changes In Inventories Changes In Other Operating Activities 370,000 Total Cash Flow From Operating Activities 9,532,000

1,236,000 608,000 (564,000) 8,186,000

1,228,000 1,224,000 148,000 (734,000) (165,000) 63,000 7,571,000

Investing Activities, Cash Flows Provided By or Used In Capital Expenditures (2,215,000) Investments (679,000)

(1,993,000) (2,152,000)

(1,968,000) (240,000)

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Other Cash flows from Investing Activities Total Cash Flows From Investing Activities

(1,511,000) (4,405,000)

(4,000) (4,149,000)

(155,000) (2,363,000)

Financing Activities, Cash Flows Provided By or Used In Dividends Paid (4,068,000) Sale Purchase of Stock (1,295,000) Net Borrowings 1,848,000 Other Cash Flows from Financing Activities 50,000 Total Cash Flows From Financing Activities Effect Of Exchange Rate Changes Change In Cash and Cash Equivalents Currency in USD. (3,465,000) (166,000) 1,496,000

(3,800,000) (854,000) 2,363,000 (2,000) (2,293,000) 576,000 2,320,000

(3,521,000) (493,000) 29,000 (3,985,000) (615,000) 608,000

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17.

QUESTIONAIRE FOR PRIMARY DATA

Date. / /2011

Sl. No.

Consumers/ Retailers Name - ____________________________________ Name of the Enterprise-________________________________Contact No.______________ Address_________________________________________________ Age- _________ Gender- M / F
1. Are you a regular consumer of Coca-Cola?

a. Yes b. No a. Yes b. No c. may

2. Do you know the other cold-drink brands by coca-cola?

be d. partially 3. How many brands do you know ? Coca-cola Thumbs up Sprite Maaza Fanta Limca Pepsi 7up Mountain Dew Slice Mirinda
4. Which is your favourite soft drink? Coca-Cola Pepsi Others __________ a. If Coke then which brand? Coca-cola Thumbs up Sprite Maaza

Fanta Limca
b. If Pepsi which brand?

Pepsi 7up Mountain Dew Slice Mirin-

da
c. If Pepsi, Have you ever tried coke product

YES / NO

d. If Yes, then what made you change over from Coke to Pepsi? --a)Taste b) Fla-

vor c) Celebrity d)Advertisement e) Brand loyalty f) Availability

5. Which size you prefer more? a)200ml b) 300ml c) Pet bottle (500ml) d) Pet

bottle (2L) e)Can

6. Do you think rate of 300ml bottle which is available at Rs.12 is worth it?

a) Yes

b) No
7. Do you find the display attractive of

a)Coke b) Pepsi

c) Same

8. Source of supply of soft drink ------ a)Grocery store b) Confectioneries c) Eating

& d) Others Page | 73

9. Have you ever experience that, you asked for the Coke product and vendor supplied you

with Pepsi product?

a.

a)Yes b) No

If yes, did you buy that Pepsi product ?----- Yes package sells more:?

b) No

10.Which 11.Which

a)300ML b) PET c) SAME a)Pepsi

300ml RGB brand you are more satisfied to sell?

b) Coca cola c) Same

a.

If PEPSI, why? ---- a)More margin/schemes than coke c) Brand loyalty c)Services d) Supply

12.Reaction

towards 300ml RGB, are you happy to sell? ----- a) Satisfied c) Not satisfied

b) Mix response
a.

If Not satisfied, what problems you are facing?-------- a)Margin is less then Pet bottles b) Space problem c)Breakage / Replacement problem d) Change e)Sometime you need stock but due to empty cant buy it

13.Do you think 300ML RGB should be replaced with 300ML Pet bottle? a)Yes

b)No
14.Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a)Yes b)

No Note::: Small sized questions are for consumers only, and all with the rest are for retailers

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18.

Primary Findings and Analysis

The variables relevant for analysis of data were collected. Various analysis and interpretations have been shown in graphical and tabular form.

Analysis of Coke Lovers (Consumers) This graph makes a distinction between the number of males and number of females with whom sampling was conducted. The percentage is almost the same in both categories.

G ender

MEN, 48% WOMEN 52%

This graph depicts the total number of consumers divided on the basis of the age group they belong to. The age of consumers included in the sampling activity ranged from 10 years. Accordingly the age groups 10 to 20, 20 to 30, 30 to 40, 40 to 50, 50 to 60 and 60 above.

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Ag g e roup
40 30 20 10 0 10 to 20 20 to 30 30 to 40 40 to 50 50 to 60 above 60 10 20 18 12 8 32

Others, 8%

F avoriteS Drink oft

Pepsi, 25%

1. Favorite soft-drink? a) Coca cola c) others b) Pepsi

Coke, 67%

The following graph denotes the feedback of consumers irrespective of the age group they belong to or their gender. This is an overall perception of the consumers towards their Favorite soft drink. Coke has larger share then Pepsi in MEMARI. I. If Coke which brand a) Thumps-up e) Limca b) Sprite c) Coca-Cola d) Maaza

f) Fanta

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If C e thenwhichproduct ok
16 14 12 10 8 6 4 2 0 3 4 10 15 12

It was found that out of 100 correspondences 47 of them prefer Coke. From these 47

correspondences favorite brand of Coke was asked. The outcome of survey is shown in graph. Sprite is preferred by youth and Maaza by all age group but more famous among old people.

II.

If Pepsi which brand

a)

Dew

b) 7-up

c) Pepsi

d) Slice e) Mirinda

If P epsi thenwhichp roduct

25 21 20 15 10 5 0 Dew 7 up Pepsi Slice 10 7 2 0 0

(lemon)

f)

Mirinda (orange)

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Mirinda Mirinda (L) (o)

It was found that out of 100 correspondences 40 of them prefer 7 up. From these 40 correspondences favorite brand of Dew was asked. The outcome of survey is shown in graph. 7 up and Dew are most selling brands.

If Pepsi, Have you ever tried coke product

YES / NO

i) If Yes, then what made you change over from Coke to Pepsi a) Taste b) Flavor c) Celebrity f) Availability

d) Advertisement

e) Brand loyalty

40 correspondences who said that

W P hy epsi instea of C e d ok
6 6 15 7 3 0 5 10 15 20

their favorite soft drink is Pepsi were asked that have they tried Coke and all of them said yes, they were again asked what made them to choose Pepsi instead of Coke, common answer was taste. Advertisement also had great impact. 2. Which size you prefer more
a)

200ml

b) 300ml

c) Pet bottle (500ml)

d) Pet bottle (2L) e) Can

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P referre Bra pa g d nd cka e

200 m l 500 m Pet l

300 m l

2 L Pet

Cans

From 100 respondent 43 people like 300 ml and 28 people like 500 ml pet, 8 people preferred cans and rest 2l and 200ml.Pet bottles are more famous among youth. According to survey done Pie chart shows which brand package size are preferred by consumers.

3. Do

you think rate of 300ml bottle which is available at Rs.12 is worth it? b) No

a) Yes

R of 300m isworthit? ate l

Out of 100 People 53 people said the rate of 300ml is more then what it
NO, 53% YES, 47%

should be keeping in mind the inflation rate and 47 people said yes rate of 300 ml is fine and 300ml RGB has 85% share in market when compared with 200ml RGB, it clearly shows

that people want more while they want to spend less money. 4. Do you find the display attractive of
Page | 79

a) Coke

b) Pepsi

c) Same

D isplayAttra ctive
Pepsi, 31% Same, 23%

27 people think that Pepsi display is more attractive than Coke display and 44 said Coke display is better and 29 said both are same neck to neck. From this it can be seen

Coke, 46%

that companies spend lot of money in advertisements.

5. Source of supply of soft drink a) Grocery store b) Confectioneries c) Eating & drinking d) Others

It was found that source of supply of soft drinks is more from convenience than grocery store or eating & drinking hubs. It shows that there are more conve-

50 40 30 20 10 0 23

S ourceof supply
39 31

nience store in MEMARI, it is found that mostly grocery shop only keep Pet bottles, they avoid RGB was it require lots of attention.
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6. Have

you ever experience that, you asked for the Coke product and ven-

dor supplied you with Pepsi product? a) Yes b) No

NO, 50%

YES, 50%

Out of 100 respondents, it was coincidence that 50 people said YES and same number of people said NO. From this it can be concluded that mostly vendors sell those things which consumers doesnt ask for.. i. If yes, did you buy that Pepsi product a) Yes b) No

40 35 30 25 20 15 10 5 0

34

50 persons said that it happened with them that when they had

16

asked for Coke product

YES

NO

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and vendor supplied with Pepsi product in that case another question was asked Did they buy that product? 36 people said YES they bought and 16 dont. This shows the brand loyalty of 16 people with Coke.

7. Choose ONE you like most out of given TWO: Following are the answer given by 100 respondents as they have to choose one out of two given. Respondents choose which they liked the most. With this it can be analyze, Brands of both companies has direct competition with each other like Maaza competitor is Slice, Limca competitor is Mirinda Lemon likewise Fanta with Mirinda orange, Sprite with 7-up and Coke with Pepsi

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Analysis of Retailers

1.) TYPE OF SHOP: a) Grocery b)Convenience c) Eating & Drinking

T eof shop yp

In survey al-

most equal number of

Eating & Drinking, 33% Grocery , 33%

types of shops are covered, so that it will not favor any question that been asked to any partic-

Convenienc e, 34%

ular type of shop. 100 RGB Retailers has been surveyed. From this it is

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analyze that convenience shops are more in MEMARI than other two types of shops. 2.) Which package sells more: a) 300ML b) PET c) SAME

From 100 RGB retailers it was asked which package sells more in your shop, it was found that Pet bottles and RGB almost sells equal in city. RGB sells more because Pet bottle mostly used in household and RGB sells more at

W hichpa g sellsm cka e ore

SAME, 9%

300 ml, 48%

PET 45% ,

E&D and convenience, these types of shops are more in the city.

3) Which 300ml RGB brand you are more satisfied to sell? a) Pepsi b) Coca cola c) Same

50 retailers out of 100 are more satisfied to sell Coke then Pepsi and 30 retailers are inclined towards Pepsi and 20 are satisfied with both. This shows that de-

SAME, 20% COKE, 50% PEPSI, 30% Page | 84

mand of coke is more thats why vendors are satisfied or in these 50 monopoly or discounted outlets are there of coke.

I.

If PEPSI, why? c) Brand loyalty

a) More margin/schemes than coke b) Services d) Supply

W P hy epsi
0

Out of 30 those who are satisfied with 300ml RGB of Pepsi were asked why Pepsi?

17

13

17 of them said more

5 10 15 20

margin then Coke

13 are more satisfied with Pepsi services than which Coke offered.

4) Reaction towards 300ml RGB, are you happy to sell? a) Satisfied b) Mix response c) Not satisfied

10

Out of 100 retailers only 47 are satisfied which less than 50% of total outPage | 43 85
0 10 20 30 40 50 47

come. Retailers are facing many problems by selling glass bottle. They prefer to sell Pet bottles instead of glass bottle. Glass bottle require lots of maintenance and it is also quite expensive to refill glass bottle for companies. I. If Not satisfied, what problems you are facing? a) b)
18 16 14 12 10 8 6 4 2 0

Margin is less then Pet bottles Breakage / Replacement problem

d) Space problem e) Change c) Sometime you need stock but due to empty cant buy it Space problem is mostly faced by grocery store; they are more interested in pet bottles. Pet bottles also give more margins and there are no issues

of empty and breakage is also minimized.

5)

Do you think 300ML RGB should be replaced with 300ML Pet bottle? Yes No

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300m R shouldbe replacedwith l GB 300m P l et

YES, 100%

Through internship I came to know about the problems that are being faced by vendors regarding 300ml RGB. So I think of if glass bottle being replaced by pet bottle. 6) Do you think rate of 300ml bottle which is available at Rs.12 is worth it?
a)

Yes

b) NO 74 retailers think the rate of 300ml RGB

NO, 26% YES, 74%

bottle which is available at Rs.12 is worth it keeping in mind the scenario of inflation rate and rest 26 think that it is not worth it.

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19.

AN ASSESMENT OF THE INTERNSHIP

Details of actual work undertaken NEW DEALER ACTIVATION Q. WHO IS OUR NEW DEALER? Ans. 1) Those who never sold our products, 2) those who sold product but ceased to transact order at least 3 years, 3) who sales soft drinks but not our products. NEW DEALER ACTIVATION SCHEMES There are 5 types of schemes under which a new dealer could be authorised. These are.... 1) Own Cooler Scheme : Through this scheme, new dealership could be given (those retailers who have own coolers) with 3 cases of empty bottles & plastic crates for free, no GOD(Glass bottle given on deposit) required. Tolal led amount for the retailer is 501 Rs. (Crates at 95 Rs. & Bottles at 3 Rs.; a crates carries 24 glass bottles.)
2) Ice Box Scheme: 2 cases of GOD required. Customer will

be provided with a Ice Box for cooling purpose for free. 3) Pet Bottle Scheme: No free product is given and retailer must have own sufficient cooling unit.
4) OYA or Family Fridge Scheme: Dealership activated by

giving a OYA or Family Fridge of Haier Appliance Private Limited of 210Lt. at the rate of 5870 Rs. With the subsidy of company BBPL of Rs. 1600 (from 3rd Sept. 2011 onwards; rate may be re-priced). Customer will get 4 cases of empty bottles for free under this scheme. 5) Existing Dealers with OYA: This is an extended scheme for existing dealers, basic scheme pattern is same as previous one and no free product should be given.

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SALES MANAGMENT
MANAGEMENT

OPERATION TEAM: looks after Market/Distributors primary and secondary sales

ACTIVATION TEAM

ADVERTISING TEAM: Branding, Gift and other promotion management

NEW DEALE ACTIVATION: looks upon new dealership outlet in area of sales

SPOKE ACTIVATION: looks upon Spoke distributors activation

Coca cola has its own management system which is a major tool that helps management in problem solving and framing marketing strategy. Followings are done in MEMARI during INTERNSHIP of 2 months.

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Route Ridding was the first thing done during half months of 2 month internship. In route riding the task was to go along with salesman in truck, the main motive of route ridding is to see how orders being taken from vendors and different schemes being told by salesman, schemes changes daily. Through route ridding it came to know that outlets are classified in two categories which are as follow -:

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OUTLETS

Consumption

Volume

Based on Consumption pattern

E&D: - This stands for Eating & Drinking outlets. Generally all the RESTUARANTS, HOTELS, FAST FOOD come under this. Basically of two types, E&D1,E&D2. GROCERY: - This is a part of merchandising. Generally all the GENERAL stores and GROCERY shops comes under this category. Basically of two types, GROCERY1 & GROCERY 2.
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CONVENIENCE: - Includes outlet which are small stores or shops, generally accessible locality. There are often located along side busy roads. It includes STD, PAN, CONFECTIONERY shop etc. TRAVEL:- Those outlets at the nearest point of any travel spot or junction or on roadside. These a re of two types,TRAVEL1,TRAVREL2. Other types are - SINGLE SCREEN CINEMA CHANNEL, RAILWAYS CHANNEL & MODERN TRADE (BIG BAZAR AND OTHER DEPARTMENTAL
STORES)

Based on volume pattern VOLUME BRONZE SILVER GOLD DIAMOND PLATINUM

DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of Coca cola soft drinks is more than 800 crates. GOLD: - Those outlets are known as Gold outlets where the sale is in between 500 crates to 800 crates per annum. SILVER: - Those outlets are known as Silver outlets where the sale is in between 200 to 499 crates per annum. BRONZE: - Those outlets are known as Bronze outlets where the sale is less than 200 crates per annum. PLATINUM: - Those outlets are known as Platinum where the sales is more than 1100 carets per annum.

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In two months internship another task was given to create market for all types of RGB. Task was to go to vendors, tell them about the availability of the product is
Page | 93

there, which was not there earlier, and to convince the retailer to buy RGB coke and other products RGB. Strategies where made to sell coke, different scheme were given Some areas surrounding MEMARI are AMC, AMC are the area like villages, colonies etc. where lower middle class people resides. These area are operated by distributors not directly by FOBO. Following data show the order taken from the vendors in KALIBELE an AMC. No. of shops visited 15 Order taken RGB/PET 42 cases

These above orders were mainly in consideration of 200 ml ,300 ml, as it was told that the orders from this AMC are not there regarding 200 & 300ml.

This was another task that was given on every Fridays and Saturdays in a week. In this, task was to go along with MD (Market developer) and check out each outlet under the area of Market developer. Main motive of market impacting are as follow
To see that if all products are available at that particular outlet or not, If not then products are being made available to vendors. To seek any new outlet yet to be discovered at any prime location. To deal with new customers by encountering him with schemes and profits. Submitting document to the authorized dealer for sanction and approval.

This was another very interesting task that was given. Main motive was to open new outlets. In this REFREGIRATOR i.e. SGA (Sales Generating Asset) was to be
Page | 94

provided to the new outlet along with CRET BOTTLES OR RGB. Main focus for opening new outlet was not only shop or restaurant, new outlet should be opened at any potential area that could be feasible with terms and regulations. SGA should be given to them by making them understand about the companys responsibility and support. What I observed was many store were aware of the COKE and its market status. Some were to kind to listen. But some were deflecting our words by comprising our product and its return with other companys product(mainly PEPSI). Our aim was to satisfy them with the large view of COKE and its dominancy on the market. The main object was to create a new customer to the company.

Development/ Improvement/Complaints Performa were made for the vendors. In this all the complaints were registered which were facing by the outlet owners; this was done to improve the services of Coca-Cola and to make development. It was found that majority of share is of Coke in MEMARI nearly 20% and strangely same percentage of owners i.e.20% are not satisfied with Coke, they have complaints moreover they are happy to sell Pepsi instead of Coke. They just keep Coke because of consumer demand else they are not satisfied. Rests 80% who are satisfied are either monopoly counter of Coke or Discounted outlets or has good relationship with the salesman. Through this it was found that services of Pepsi are far better than Coke and margin is also little higher in case of Pepsi. Mostly complaints of Outlets are as follow: Replacement was not done of breakage, expired products, regarding Quality. Margin is high in case of Pepsi as compare with Coke.
Page | 95

 Stock of each brand packs are not available or given to specific outlets. Visi-cooler problem not working well or require bigger Visi-cooler as formalities has been done still nothing done. Schemes were not given to them.

Alteration in order is obvious at the time of delivery.

EDSR was to get how much stock does the particular outlet has. In this to get the mobile number of the owner so that daily message being send to the owner regarding the Schemes, in Coke schemes changes everyday. It also helps to compare the stock between Coke and Pepsi available at outlets. Below is Performa which was needed to be filled up:-

SECTORDATEOutlet name Phone no. Visi K P o c Empty RGB Ko Pc 500 Pet K P o c 2L

EDSR Soda Pet K o Pc Cans Water

PET K P o c

K P K P o c o c

Performa need to be filled in numbers that how much stock does outlet has. KO Coca-Cola PC Pepsi

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Pre-sell order was to get order one day prior of the delivery. Orders were taken from the vendors one day before and delivery was given next day. This was done because vendors were facing problems regarding the brand package size that are not available when they want. Orders were taken of all brand packages with main focus on Pet and Juices. There were shortages of Pet, only some parts of the area are being supplied with all kind of pet. Vendors always gave complaint regarding stock, whether they required or not. So this problem was solve out through pre-sell order.

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20.

CONCLUSION AND RECOMENDATION

Findings of the Study In the due course of time of project, which lasted for 8 weeks, I got the chance of visiting to many outlets and also interact with each and every person of those outlets in MEMARI. By formal interaction with the dealers and retailers, I got to know many things from the outlets. In this particular city Coca-cola has larger share than Pepsi. But there are few mixed outlets too by few number, so to increase the market share of Coca-cola it should tap all the mixed outlets. About 80% of market is owned by it, yet more is expected to be achieved Share of 300ML in restaurants and hotels of MEMARI is 69% whereas 2L share is 21%; 500ml pet has 8% and cans have 2%.

Distribution channel is effective at present but in long run it needs to be

upgraded. Retailers in MEMARI Circle comes under direct operations and retailers in small town in surrounding areas of MEMARI comes under indirect operations. The major competitor PEPSI is getting the market aggressively through its services and high margin issues.

Retailer in some area revealed that they are not getting schemes i.e. distributors are not providing schemes properly, basically in rural areas.

Minute maid Nimbo Fresh and 200ml RGB brand packages are getting popularity.
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Recommendations

I strongly believe that RGB(refill glass bottle) should be replaced with Pet bottles of same size because it will solve out all the problems which are as follow :I. For Retailers a) Breakage b) No empty bottles required to fill carat c) No extra space required to keep the carat outside shop II. For Company a) To carry the empty carat back to manufacturing unit to refill again b) Cost will be reduced Pet bottle are cheaper than Glass bottle c) Process of rinsing and washing RGB bottle again will be eliminated which will lead to less wastage of water. Services of Pepsi are far better than Coke, good relationship with vendors, solving any problem with in no time should be done. Due to the current prices, an eyebrow raiser for some, the product could be sold in packs of 2 or more and there could be a price reduction.
New flavours can be introduced into the market as early as possible consumers

were eager to know if the drink would come in more flavours, health drinks like milk proteins content soft drink can be invented.
Younger generation are more interested in soft drinks , so new openings in in-

stitutional areas should be increased. Use some proper methodology to provide the information about the schemes directly to the retailers. Company has to try to sort out the personal misunderstandings between distributors and retailers.
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 Time to think about the mineral water to some effective parts such as hospitals, office and near stalls.

Limitations Time and cost constraints were also there. A Samples size of 100 has been use due to other work also done regularly which was given to us by company. The time period of study was only for three month so it was not possible to cover all the areas and go into the depth of the problem and make analysis. Chances of some biasness could not be eliminated. Lastly, some amount of error exists in the data filling process because of the following reasons. Influence of others. Misunderstanding of the concept. Hurried filling of the questionnaire.

Page | 100

N:B

Short form used in this report RGB- Returnable Glass Bottle, GOD- Glass bottle given on Deposit, GWD- Glass bottle given without deposit, SKU- Stock Keeping Unit, RED- Right Execution Daily,

Page | 101

21.

ILLUSTRATIONS & ANNEXURE

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22.

BIBILIOGRAPHY

Websites Visited:

http://www.thecoca-colacompany.com

http://www.coca-cola.com

http://www.ko.com http://www.google.com http://www.wikipedia.org

http://www.coca-colaindia.com

http://www.worldofcoca-cola.com

Beverage news

www.economictimes.indiatimes.com

www.forbes.com

www.beverage-digest.com

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