SUMMER TRAINING PROJECT REPORT ON

A STUDY ON AVAILABILITY OF COCA-COLA IN

RURAL MARKET OF PATNA
AT

HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.

FOR THE PARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE AWARD OF
POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED TO:
Prof. (Dr.) S.N. BANERJEE
(DIRECTOT SSIMT)

SUBMITTED BY:
SUSHIL KUMAR SHARMA
PGDM (2013-2015)

Plot No-677, Management Village (Chand Sarai) Gosainganj,

Lucknow, Uttar Pradesh- 227 125

AN AUTONOMOUS CONSTITUENT INSTITUTE OF

A.I.C.T.E, LUCKNOW
Session 2013-2015

Certificate
This is certified that Mr. Sushil Kumar Sharma of PGDM 3rd SEM (2013-2015) has
completed his Summer Training Project Report on A study on availability of
coca-cola in rural market of Patna for the partial fulfillment of PGDM Degree.
The duration of Summer Training was eight weak from 27th May to 27th July 2014.

Prof. (Dr.) S.N. BANERJEE

(DIRECTOR)

Page2

Page3

PREFACE
HR SALES plays vital role in todays business scenario in consumer product
Company, when there is such a high competition in the market. The emphasis in the
project is providing the study and an insight into Indian FMCG Business Scenario.
The Summer Project is designed to provide participation of PGDM program as on the
job experience. This has given a chance to try and apply the academic knowledge and
gain insight into corporate culture. This helps in developing decision-making abilities
and emphasizes on active participation by the student. I gained valuable experience &
knowledge during the survey. The Project consists of findings after data analysis &
then conclusions were drawn and finally recommendations were put forward.

Page4

ACKNOWLEDGEMENTS
First and foremost I thank the God for his blessings, showered on us in completing the
project successfully. I record my sincere gratitude to my supervisor Mr. Santosh
Kumar R.T.M HCCBL Patliputra, Patna for suggesting the topic and for providing
constant inspiration, encouragement and guidance.
I am grateful to Miss Shyamali Dubey, (Asst. Professor), SSIMT, Lucknow, for her
valuable suggestion, constant inspiration during the course of study.
I am grateful to my company guide Mr. Moinuddin Abbasi (A.S.M. Coca-Cola,
Patna), Mr. Santosh Kumar (R.T.M. Coca-Cola, Patna), Mr. M.Gunjan
(Sales Executive, Coca-Cola, Patna) and Mr. Praveen Kumar (M.D. coca-cola
Patna) for their valuable guidance and inspiration extended all along the project.
I would also like to thank my friends Mr. Chanchal Singh for their help, cooperation
and support during the project.
My heartful thanks goes to all who helped me to gain knowledge about the actual
work in the process involved in various departments. However, I accept the sole
responsibility for any possible error of omission and would be extremely grateful to
the readers of the internship report if they bring such mistakes to my notice.

SUSHIL KUMAR SHARMA

PGDM (2013-15)

Page5

DECLARATION
I hereby declare that the project work entitled A Study On Availability of CocaCola In Rural Market Of Patna In Hindustan Coca-Cola Beverages Pvt. Ltd.
is a record of an original work done by me for the award of Post Graduate Diploma
in Management and submitted to the SSIMT Lucknow (approved by A.I.C.T.E.)
under the guidance of my mentor, Ms. Shyamali Dubey, the faculty member of the
institute.
The work has not performed the basis for the award of any diploma associate-ship
fellowship and similar project if any and this is all my own work and has not been
copied in any way from anyone.

SUSHIL KUMAR SHARMA

PGDM (2013-15)

Page6

TABLE OF CONTENTS
SL. NO.

CHAPTER

PAGE NO.

INTRODUCTION
Executive summary

Introduction

10

History

13

The fmcg industry in India

20

Beverage Industry In India

22

Soft Drinks

24

Introduction Of The Organization

25

Company Head quarter

27

Top Managements in Coca-Cola

28

Production

31

Formula of natural flavorings

31

Company Product

32

Coca-Cola

32

Thumps Up

33

Fanta

34

Limca

35

Sprit

36

Mazza

37

Kinley Water

38

Sectional product of coca-cola

39

Competitor

40

History of Bottling

43

Year Wise History Of Bottling

43

Hindustan Coca Cola Beverages Private Limited 45

(Hccbpl)
Milestones

46

Companys Vision, Mission and Values

47

The Corporate Objective

48

Manufacturing Coca-Cola plants in India

49

Page7

Organizational Structure of The Sales Department In 52

hccbpl
Manufacturing Process at hccbpl

53

COMPETITORS TO HCCBPL

57

Packaging and Pricing Details

59

Promotional Efforts of Coca Cola

62

Business Plant Model of Coca Cola

63

Swot Analysis

66

Marketing Tools

67

Future Scope

69

Experiential Learning

71

CSR

73

RESEARCH METHODOLOGY
Research Methodology

78

Objective of the Study

78

Methods of Data Collection

79

Key (Areas) Patna

80

Data Source

81

Analysis and Data Interpretation

82

Analysis of Data

97

Findings

101

Conclusion

102

Recommendations

103

Limitations of the research work

104

Scope of the study

105

BIBLIOGRAPHY
Bibliography

107

Questionnaire

108

Page8

EXECUTIVE SUMMARY
Over the last few years hundreds of companies have greatly improved their
performance & the graph of growth through superior sales promotion services. Today
many companies are builder on these foundations and are turning their products in
soft drink segment in to a formidable competitive weapon. Sales promotion service
has become a subject of huge interest in recent years. Coca -Cola company is the
global company and has completed 123 years of consumer service with some of the
world's most widely recognized brands, the Coca-Cola business in INDIA, as in each
country where they operate, is a local business. Their beverage is produced locally
employing Indian citizen, their product range and marketing reflects Indian taste and
lifestyles. After a 16 - year's absence, Coca-Cola returned to India in 1993. The
company presence in India was cemented in November that year in a deal that gave
Coca-Cola ownership of the nation's top soft drinks brands and bottling network.
The main objective of this study lies in understanding the product, distribution
strategy and studying the market of SSD (Sparkling soft drink) brands by Coca-Cola
and understanding consumer brand preference and its availability in rural market with
more inclination towards the study on market of Coca-cola soft drinks, juices and
Kinley water, and respective competitors analysis.
This report will also give insight to the companys availability in rural market, the
production process, their strategies to keep up with their retailers, companys
approach towards the sales of products and most importantly this report will provide
an opportunity to know the market estimation of Coca-Cola in rural market, company
avenue to create a good future plan, this report will provide detailed information
prevailing market estimation and thus itself to meet the rural market challenges by
making adjustment in its new strategy and promotional & execution activity.

Page9

INTRODUCTION

Page10

About the coca-cola company

The Coca-Cola Company is the world's largest beverage company, refreshing

consumers with more than 450 sparkling and still brands. Along with Coca-Cola,
recognized as the world's most valuable brand, the Company's portfolio includes 12
other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola
Zero, vitamin water, POWERADE, Minute Maid and Georgia Coffee.
Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks
and ready-to-drink teas and coffees. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy the Company's beverages at a
rate of 1.5 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that protect the
environment, conserve resources and enhance the economic development of the
communities where we operate. For more information about our Company, please
visit

our

Web

site

at

www.thecocacolacompany.com.
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 of

Figure 1

Coca-Cola Company of Atlanta

Atlanta, Georgia, and is often

referred to simply as Coke (a registered trademark of The Coca-Cola Company in the
United States since March 27, 1944). 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 produces concentrate, which is then sold to licensed Coca-Cola bottlers
throughout the world.

Page11

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 Company also sells concentrate for soda fountains 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, with others including Caffeine-Free Coca-Cola, Diet Coke CaffeineFree, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions
with lemon, lime or coffee. Based on Interbrand's best global brand 2011, Coca-Cola
was the world's most valuable brand.

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History
19th century historical origins
Coca-Cola founders Asa G. Candler and
Dr. John S. Pemberton are seen together
at Asa G. Candler & Co. pharmacy, 47
Peachtree St., Atlanta in the only extant
albumen photograph from 1888. Also
shown is the biography of Candler
19th century historical origins

written by his son, Charles Howard Candler.

Old German Coca-Cola bottle opener

An original Coca-Cola bottle opener would have
the STARR X logo with Brown Co written
on the front. According to Brown Manufacturing
Old German Coca-Cola bottle opener

Company,producers of the bottle openers, the

first Drink Coca-Cola STARR X bottle

openers started to appear around 1929. Around
this time, the Coca-Cola STARR bottle opener
evolved to the Starr X design.
Believed to be the first coupon ever, this ticket for
Coca-Cola promotion

a free glass of Coca-Cola was first distributed

in 1888 to help promote the drink. By 1913, the
company had redeemed 8.5 million tickets.This
Coca-Cola advertisement from 1943 is still
displayed in the small city of Minden,

Louisiana. The prototype Coca-Cola recipe was

formulated at the Eagle Drug and Chemical

Page13

Coca-Cola advertisement1943

Company, a drugstore in Columbus, Georgia, by John Pemberton, originally as a coca

wine called Pemberton's French Wine Coca. He may have been inspired by the
formidable success of Vin Mariani, a European coca wine.

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton
responded by developing Coca-Cola, essentially a nonalcoholic version of French
Wine Coca. 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.
By 1888, three versions of Coca-Cola sold by three separate businesses were on
the market. A co-partnership had been formed on January 14, 1888 between
Pemberton and four Atlanta businessmen: J.C. Mayfield, A.O. Murphey; C.O.
Mullahy and E.H. Blood worth. Not codified by any signed document, a verbal
statement given by Asa Candler years later asserted under testimony that he had
acquired a stake in Pemberton's company as early as 1887.
Asa Candler, however, eventually took on a more formal position by being part of the
Coca-Cola Company incorporation filed in the Fulton County Superior Court on
March 24, 1888. This action included Charley Pemberton and Wool folk Walker,
along with the latter's sister, Margaret Dozier. The four made up the original
shareholders for "Coca-Cola Company," a Georgia corporation. All parties held
copies of the Coca-Cola recipe and could continue to use the formula separate of each
other.
Pemberton, though, had declared that the name "Coca-Cola" belonged solely to his
son Charley. The situation was quite agitating to both Candler and Walker, and
quickly placed the two at odds with Charley Pemberton. What further caused friction
over this issue was that John Pemberton variously forgot he had actually signed over
the sole rights to the "Coca-Cola" name to his son Charley earlier. Pemberton's

Page14

ongoing health problems, compounded by his morphine addiction brought about from
his old Civil War injury, made the situation difficult.
Charley Pemberton's record of control over the "Coca-Cola" name was the underlying
factor that allowed for him to participate as a major shareholder in the March 1888
Coca-Cola Company incorporation filing made in his father's place. More so for
Candler especially, Charley's position holding exclusive control over the "Coca Cola"
name continued to be a thorn in his side.
Asa Candler's oldest son, Charles Howard Candler, authored a book in 1950
published by Emory University. In this definitive biography about his father, Candler
specifically states: "..., on April 14, 1888, the young druggist [Asa Griggs Candler]
purchased a one-third interest in the formula of an almost completely unknown
proprietary elixir known as Coca-Cola."
The deal was actually between John Pemberton's son Charley and Walker, Candler &
Co. - with John Pemberton acting as cosigner for his son. For $50 down and $500 in
30 days, Walker, Candler & Co. obtained all of the one-third interest in the Coca-Cola
Company that Charley held, all while Charley still held on to the name. After the
April 14th deal, on April 17, 1888, one-half of the Walker/Dozier interest shares were
acquired by Candler for an additional $750.
Charles Howard Candler's statement that April 14, 1888 was the date his father
secured a "one-third interest in the formula" held by Charley Pemberton for the then
obscure Coca-Cola elixir, none-the-less confirms this event was a major turning point
for Asa Candler and his interests in Coca-Cola. This, too, was a most auspicious
occasion that Asa Candler would have especially wanted to preserve in an 'official'
photograph. By this time the "Coca-Cola" syrup-making apparatus had already been
moved from Joe Jacob's pharmacy to the basement of Candler's larger 47 Peachtree
Street location, where the drink's ever increasing syrup-bottling demands could be
better handled.
In 1910, Asa Candler had ordered all corporate documents pertaining to the first
Coca-Cola Company burned. The original 1888 photograph shows the very

Page15

beginnings of the Coca Cola Company, and formerly was the personal property of
Asa Griggs Candler.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888,
brazenly came forward to claim her signature on the 1888 Coca-Cola Company bill of
sale had been forged. Subsequent analysis of certain similar transfer documents had
also indicated John Pemberton's signature was most likely a forgery, as well, which
some accounts claim was precipitated by his son Charley.
In 1892, Candler set out to incorporate a second company; "The Coca-Cola
Company" (the current corporation). However, in 1910, Candler had the earliest
records of the "Coca-Cola Company" burned. This was claimed to have been made
during a move to new corporation offices around this time.
The loss of the early corporate records further obscured the 1888 corporation's legal
origins. Only one sole original "ASA G. CANDLER & CO." photograph from 1888
remains, and that example Candler at one time kept at his private home outside of
Atlanta.
After Candler had gained a better foothold of Coca-Cola in April 1888, he never-theless was forced to sell the beverage he produced with the recipe he had under the
names "Yum Yum" and "Koke". This was while Charley Pemberton was selling the
elixir, although a cruder mixture, under the name "Coca-Cola", all with his father's
blessing. After both names failed to catch on for Candler, by the summer of 1888, the
Atlanta pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola,
and hoped he could force his two competitors, Walker and Dozier, completely out of
the business, as well.
When Dr. John Stith Pemberton suddenly died on August 16, 1888, Asa G. Candler
now sought to move swiftly forward to attain his vision of taking full control of the
whole Coca-Cola operation.
Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler
more than anyone else. Candler is said to have quickly maneuvered to purchase the
exclusive rights to the name "Coca-Cola" from Pemberton's son Charley right after

Page16

Dr. Pemberton's death. One of several stories was that Candler bought the title to the
name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral.
Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick
of opium by his side. Ten days later, Charley died at Atlanta's Grady Hospital at the
age of 40. In Charles Howard Candler's 1950 book about his father, he stated: "On
August 30th {1888}, he {Asa Candler} became sole proprietor of Cola-Cola, a fact
which was stated on letterheads, invoice blanks and advertising copy."
With this action on August 30, 1888, Candler's sole control became technically asll
true. Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a
full payment amounting to $1,000, which all agreed Candler could pay off with a
series of notes over a specified time span. By May 1, 1889, Candler was now claiming
full ownership of the Coca-Cola beverage, with a total investment outlay by Candler
for the drink enterprise over the years amounting to $2,300.
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, in Cartersville, Georgia.
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 now so familiar. Asa Candler was tentative about bottling the drink, but two
entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B.
Whitehead, proposed the idea and were so persuasive that Candler signed a contract
giving them control of the procedure for only one dollar. Candler never collected his
dollar, but in 1899, Chattanooga became the site of the first Coca-Cola bottling
company. 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, effectively 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.

Page17

20th century landmarks

By the time of its 50th anniversary, the soft drink
had reached the status of a national icon in the USA.
In 1935, it was certified kosher by Atlanta Rabbi
Tobias Geffen, after the company made minor
changes in the sourcing of some ingredients.
Coca-Cola syrup

Original framed Coca-Cola artist's drawn graphic

presented by The Coca-Cola Company on July 12, 1944 to Charles Howard Candler
on the occasion of Coca-Cola's "1 Billionth Gallon of Coca-Cola Syrup."
Legended to be the first installation anywhere of the
celebrated

"Boat

Motor"

styled

Coca-Cola

soda

dispenser, Fleeman's Pharmacy, Atlanta, Georgia.

Photograph circa 1948.

The longest running commercial Coca-Cola soda

fountain

anywhere

was

Atlanta's

Fleeman's

Pharmacy, which first opened its doors in 1914.

Jack Fleeman took over the pharmacy from his

Figure 6

Cans of Coke

father and ran it till 1995; closing it after 81 years. On July

12, 1944, the one-billionth gallon of Coca-Cola syrup
was manufactured by The Coca-Cola Company. Cans of
Coke first appeared in 1955.
New Coke
Coca-Cola sign in Colorado City, Texas On April 23,
1985, Coca-Cola, amid much publicity, attempted to
change the formula of the drink with "New Coke". Follow-

NEW COKE

up taste tests revealed most consumers preferred the taste of New Coke to both Coke
and Pepsi, but Coca-Cola management was unprepared for the public's nostalgia for
the old drink, leading to a backlash. The company gave in to protests and returned to a
variation of the old formula, under the name Coca-Cola Classic, on July 10, 1985.

Page18

21st century
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 April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "CocaCola". The word "Classic" was removed because "New Coke" was no longer in
production, eliminating the need to differentiate between the two. The formula
remained unchanged. In January 2009, Coca-Cola stopped printing the word "Classic"
on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern
United States. The change is part of a larger strategy to rejuvenate the product's
image. The word "Classic" was removed from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola products,
Costco stopped restocking its shelves with Coke and Diet Coke. However, some
Costco locations (such as the ones in Tucson, Arizona), sell imported Coca-Cola from
Mexico.
Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on September 22, 2011,
the company announced price reductions, asking retailers to sell eight-packs for
$2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell for 89
cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but the
price was going up to $1.19.
In 2012, Coca-Cola would resume business in Burma after 60 years of absence due to
U.S.-imposed investment sanctions against the country. Coca-Cola with its partners is
to invest USD 5 billion in its operations in India by 2020.

Page19

THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods
(CPG) is 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. Apart from this,
social changes such as increase in the number of nuclear families and the growing
number of working couples resulting in increased 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 of changing lifestyles 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. Increased availability of
retail space, rapid urbanization, and qualified manpower also boosted the growth of
the organized retailing sector.HLL led the way in revolutionizing the product, market,
distribution and service formats of the FMCG industry by focusing on rural markets,
direct distribution, creating new product, distribution and service formats. The FMCG
sector also received a boost by government led initiatives in the 2003 budget such as
the setting up of excise free zones in various parts of the country that witnessed firms
moving away from outsourcing to manufacturing by investing in the zones. 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

Page20

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. 93,000 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.143,000 crores. The sector being one of the biggest sectors of
the Indian Economy provides up to 4 million jobs (Source: HCCBPL, Monthly
Circular, March).
The FMCG sector consists of the following categories:
Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,
Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and
Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps, Colgate,
Marico, Dabur and Procter & Gamble.
Household Care- Fabric wash
(Laundry
detergents),

soaps

and

Household

synthetic
cleaners

(Dish/Utensil/Floor/Toilet cleaners),
Air fresheners, Insecticides and
Mosquito repellents, Metal polish
and Furniture polish; the major
players being; Hindustan Lever
Limited, Nirma and Ricket Colman.
Branded and Packaged foods and
beverages- Health beverages, Soft drinks,

Different forms of beverages

Staples/Cereals, Bakery products (Biscuits,

Breads, Cakes), Snack foods, Chocolates, Ice-creams, Tea,
Coffee, Processed fruits, Processed vegetables, Processed meat, Branded flour,
Bottled water, Branded rice, Branded sugar, Juices;
The major players being; Hindustan Lever Limited. Nestle, Coca-Cola, Cadbury,
Pepsi and Dabur
Spirits and Tobacco; the major players being; ITC, Godfrey, Philips and UB1.

Page21

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. If the behavioral patterns of consumers in India are
closely noticed, it could be observed that consumers perceive beverages in two
different ways i.e. beverages are a luxury and that beverages have to be consumed
occasionally. These two perceptions are the biggest challenges faced by the beverage
industry. In order to leverage the beverage industry, it is important to address this
issue so as to encourage regular consumption as well as and to make the industry
more affordable.
Four strong strategic elements to increase consumption of the products of the
beverage industry in India are:
The quality and the consistency of beverages needs to be enhanced so that
consumers are satisfied and they enjoy consuming beverages.
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.
Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well- being or
prestige relevant to the category.
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

Page22

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.
The non-alcoholic drinks market has witnessed rapid growth over the past few years
in India. Increasing middle class population, rapid urbanization and rising disposable
income are some of the major factors fuelling this growth.
The industry is broadly classified into soft drinks (carbonated and non-carbonated
drinks) and hot beverages. The carbonated drinks market is close to Rs 6,000 crore
and is growing by 10-12 per cent annually.
The fruit-based beverage market stands at Rs 5,000 crore and is growing at 35-40 per
cent annually. The fruit-based beverage market is divided into three segments fruit
drinks, nectar and 100 per cent juice and is currently dominated by Dabur, Parle
Agro, PepsiCo and AMUL.
The Functional drinks segment is dominated by energy drinks. The current market
size of energy drinks in India is around Rs 500 crore and it is expected to grow at a
CAGR of 25 per cent.
Within the hot beverages category, India is the largest producer of tea with a total
turnover of around Rs 8,500 crore, growing at a rate of 1-2 per cent annually. India is
the worlds fifth largest producer of coffee, accounting for 4 per cent of the worlds
production.
Fruit/vegetable juice segment is expected to grow at a CAGR of 30 per cent in value
terms, followed by the energy drinks segment at a CAGR of around 25 per cent in
value terms.

Page23

SOFT DRINK
A soft drink is a drink that contains no (or very little) alcohol, as opposed to a hard
drink, which does contain alcohol. In general, the term is used only for cold
beverages. The term originally referred to carbonated drinks.

COLA
Cola is a carbonated beverage that originally contained caffeine from the kola
nut and cocaine from coca leaves and was flavored with vanilla and other ingredients.
Most colas now use other flavoring (and caffeinating) ingredients with a similar taste
and no longer contain cocaine. It became popular worldwide after pharmacist John
Pemberton invented Coca-Cola in 1886. His non-alcoholic recipe was inspired by
the Coca

wine of pharmacist

contained cocaine. Coca-Cola

Angelo
is

Mariani,
major

created

international

in

1863;

brand.

It

it

still

usually

contains caramel color, caffeine and sweeteners such as sugar or high fructose corn
syrup
The word cola may have been introduced into main stream culture by the major
producer Coca-Cola, as it saw its trademark slipping into common use, like
other generecized trademarks. It has tried to maintain the exclusive right to sell
products using the "Coca-Cola" name and its diminutive form "Coke", by suggesting
the alternative of "cola drink" as a generic name for similar types of carbonated soft
drinks. The word cola as part of the Coca-Cola trademark may have originated from
the kola nuts that were originally used as the source of caffeine
Despite the name, the primary modern flavoring ingredients in a cola drink are sugar, citrus
oils (from oranges, limes, or lemon fruit peel), cinnamon, vanilla, and an acidic flavorant.
Manufacturers of cola drinks add trace ingredients to create distinctively different tastes for
each brand. Many cola drink recipes are maintained as corporate trade secrets, notably
including Coca-Cola's recipe. A variety of different sweeteners may be added to cola, often
partly dependent on local agricultural policy. High-fructose corn syrup is predominantly used
in the United States and Canada due to the lower cost of government-subsidized corn.
In Europe, however, HFCS is subject to production quotas designed to encourage the
production of sugar; sugar is thus typically used to sweeten sodas.[4] In addition, stevia or
an artificial sweetener may be used; "sugar-free" or "diet" colas typically contain artificial
sweeteners only.

Page24

INTRODUCTION OF THE ORGANIZATION:

The Coca-Cola Company is an American multinational beverage corporation and
manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups,
which is headquartered in Atlanta, Georgia. The company is best known for its
flagship

product Coca-Cola,

invented

in

1886

by

pharmacist John

Stith

Pemberton in Columbus, Georgia.

Dr. John Stith Pemberton

Dr. John Stith Pemberton for the
first time produced the syrup for
Coca-Cola on May 8, 1886. CocaCola originated as a soda fountain
beverage in 1886 selling 5 cents for
a

glass.

Early

growth

was

impressive, but it was only when a

strong bottling system developed
that Coca-Cola became the world
famous brand it is today. The CocaCola offers more than 400 brands in
alIover 200 countries. From Inca
Kola, a soft drink found in north &
south America and Samurai, an
energy drink available in Asia, to
Vita, an African juice drink and
Bon Aqua, a water found in 4

Dr. John Stith Pemberton The Founder of Coca-Cola

continents. The Coca-Cola Company is dedicated to not only producing quality

products, but satisfying the thirst for opportunity, education and economic
development across the Globe. Our product variety spans the Globe.

Page25

Asa Griggs Candler Who incorporated the Coca-Cola Company in 1892. Besides its
namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in
over 200 countries or territories and serves over 1.7 billion servings each day. The
company operates a franchised distribution system dating from 1889 where The CocaCola Company only produces syrup concentrate which is then sold to
various bottlers throughout the world who hold an exclusive territory.
Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name
and penned Coca-Cola in the unique flowing script that is famous worldwide even
today. He suggested that the two Cs would look well in advertising. The first
newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty
citizens to try the new and popular soda fountain drink. Hand-painted oil cloth signs
reading Coca-Cola appeared on store awnings, with the suggestions Drink added
to inform passersby that the new beverage was for soda fountain refreshment. By the
year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr.
Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. For his
efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton
never realized the potential of the beverage he created. He gradually sold portions of
his business to various partners and, just prior to his death in 1888, sold his remaining
interest in Coca-Cola to G. Candler, an entrepreneur from Atlanta. By the year 1891,
Mr. Candler proceeded to buy additional rights and acquire complete ownership and
control of the Coca-Cola business. Within four years, his merchandising flair had
helped expand consumption of Coca-Cola to every state and territory after which he
liquidated his pharmaceutical business and focused his full attention on the soft drink.
With his brother, John S. Candler, John Pembertons former partner Frank Robinson
and two other associates, Mr. Candler formed a Georgia corporation named the CocaCola Company. The trademark Coca-Cola, used in the market place since 1886,
was registered in the United States Patent Office on January 31, 1893.The business
continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta
was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los
Angeles, California, the following year. In 1895, three years after The Coca-Cola
Companys incorporation, Mr. Candler announced in his annual report to shareowners
that Coca-Cola is now drunk in every state and territory in the United States.As
demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new

Page26

building erected in 1898 was the first headquarters building devoted exclusively to the
production of syrup and the management of the business.

COMPANY HEADQUARTERS

The Coca-Cola Headquarters is a campus in Midtown Atlanta, Georgia that is home

to The Coca-Cola Company. The most visible building on the site is a 29-story, 403
foot (122.8 m) high One Coca-Cola Plaza. Located on the corner of North
Avenue and Luckie Street, the building was completed in 1979. The architect
was FABRAP and the designer Tom Pardue. The building and complex is located
across the street from Georgia Institute of Technology and Midtown Atlanta.
In May 2011, they celebrated the 125th anniversary of Coca-Cola, a projection screen
was made for the building that would display various Coke ads through the years and
also transformed the building into a huge cup of ice which then was "filled" with
Coke.

Page27

TOP MANAGEMENTS IN
COCA-COLA:
Muhtar Kent is Chairman of the Board and
Chief Executive Officer of The Coca-Cola
Company, a position he has held since April
2009. Previously he was President and Chief
Executive Officer and earlier, President and
Chief Operating Officer. Mr. Kent joined
The Coca-Cola Company in Atlanta in 1978,

MUHTAR KENT Chairman CEO

COCA COLA

holding a variety of marketing and operations leadership positions over the course of
his career. In 1985, he became General Manager of Coca-Cola Turkey and Central
Asia. Beginning in 1989, he served as President of the Company's East Central
Europe Division and Senior Vice President of CocaCola International, with
responsibility for 23 countries. In 1995, Mr. Kent was named Managing Director
of Coca-Cola Amatil-Europe, covering bottling operations in 12 countries. In 1999, he
became President and CEO of the Efes Beverage Group, a diversified beverage
company with Coca-Cola and beer operations across Southeast Europe, Turkey and
Central Asia. Mr. Kent returned to The Coca-Cola Company in 2005 as President and
Chief Operating Officer of the Company's North Asia, Eurasia and Middle East
Group, an organization serving a broad and diverse region that included China, Japan
and Russia. Less than a year later, he became President of Coca-Cola International,
leading all of the Company's operations outside North America.
Active in the global business community, Mr. Kent is Chairman of the International
Business Council of the World Economic Forum, Co-Chair of the Bipartisan Policy
Centers CEO Council on Health and Innovation, a fellow of the Foreign Policy
Association, a member of the Business Roundtable, immediate past Co-Chair of The
Consumer Goods Forum, a past Chairman of the U.S.-China Business Council and
Chairman Emeritus of the U.S. ASEAN Business Council. He also is a member of the
Eminent Persons Group for ASEAN, appointed by President Obama and former
Secretary of State Clinton. He serves on the boards of 3M, Special Olympics
International,

Ronald

McDonald

House

Page28

Charities,

Catalyst

and

Emory

University. Muhtar Kent is active in the global business community and currently is
co-chair of the Consumer Goods Forum, a fellow of the Foreign Policy Association, a
member of the Business Roundtable, a past Chairman of the U.S.-China Business
Council and current Chairman Emeritus of the US-ASEAN Business Council. He also
was recently appointed as a member of the Eminent Persons Group for ASEAN by
President Obama and Secretary of State Clinton. He serves on the boards of Special
Olympics International, Ronald McDonald House Charities, Catalyst and Emory
University. He currently serves on the board of directors of GBC Health as well as
the National Committee on United States-China Relations.

Mr. Atul Singh

(President & Chief Executive Officer,
Coca-Cola India)
Atul Singh is the President & CEO of CocaCola India, a responsibility that he took over
on September 1, 2005 after working as the
President of East, Central & South (ECS)

Mr. Atul Singh president & CEO Coca-Cola

China Division of Coca-Cola. Atul is responsible for Coca-Cola ? operations in India,

Sri Lanka, Bangladesh, Bhutan, Nepal and the Maldives. Under his stewardship,
Coca-Cola's business in Irfdia has undergone major transformation and reported
eleven consecutive quarters of growth. This is a record for the company. Last Quarter
of Financial year 2008-09 i.e. Jan-Mar was the most profitable one for the Company.
Atul joined The Coca-Cola Company in 1998 as Vice President, Operations of CocaCola India Division. He led the Franchise Operations and Key Accounts group of the
India Division from 1998 to 2001. Atul then moved to China for his stint as Regional
Manager of East China, China Division and later became the President of the ECS,
China Division. The Division consisted of Shanghai, the Swire Territories of China,
Hong Kong and Taiwan. Under his leadership, mainland China operations were
among the fastest growing Coca-Cola businesses.
Prior

to

Company

joining
for

10

Coca-Cola,
years

Atul
and

worked

held

Page29

with

several

The
roles

Colgate
including

Palmolive
Country

General Manager, Nigeria (1995-1998), Finance Director and then Country General
Manager, Romania (1992-1995) and Finance Manager, Body Care Division, USA
(1990-1992). Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in
New York. Atul is currently the Chairman of American Chamber of Commerce
(AMCHAM) in India, Chairman of the Environment Committee of Confederation of
Indian Industry (CII) and the Chairman of the Sports Committee of Federation of
Indian Chambers of Commerce and Industry (FICCI). Atul is also a member of the
Young Presidents' Organization, a global body dedicated to creating? Better Leaders
through Education and Idea Exchang ,

Page30

PRODUCTION
Ingredients

Carbonated water

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

Caffeine

Phosphoric acid

Caramel color (E150d)

Natural flavorings

A can of Coke (12 fl ounces/355 ml) has 39 grams of carbohydrates (all from sugar,
approximately 10 teaspoons),[46] 50 mg of sodium, 0 grams fat, 0 grams potassium,
and 140 calories.

Formula of natural flavorings

The exact formula of Coca-Cola's natural flavorings (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 was held in SunTrust Bank's main vault in Atlanta for 86 years. Its
predecessor,

the

Trust

Company,

was

the underwriter for

the

Coca-Cola

Company's initial public offering in 1919. On December 8, 2011, the original secret
formula was moved from the vault at SunTrust Banks to a new vault containing the
formula which will be on display for visitors to its World of Coca-Cola museum in
downtown Atlanta.[48]
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.

Page31

COMPANY PRODUCT
Coca-Cola
The world's favorite drink. The world's most
valuable brand. The most recognizable word
across the world after OK.
Coca-Cola has a truly remarkable heritage.
From a humble beginning in 1886, it is now the
flagship brand of the largest manufacturer,
marketer and distributor of non- alcoholic
beverages in the world. In India, Coca-Cola
was the leading soft drink till 1977 when govt.
policies necessitated its departure. Coca-Cola
made its return to the country in 1993 and made
significant investments to ensure that the
beverage is available to more and more people,
even in the remote and inaccessible parts of the
nation. Coca-Cola returned to India in 1993 and
over the past ten years has captured the
imagination of the nation, building strong associations

coca-cola

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,
Saurav Ganguly, southern celebrities Vijay in the past and today, its brand
ambassadors are Aamir Khan,Hrithik Roshar,Aishwarya Rai, Vivek Oberoi and
cricketer Virendra Sehwag.

Page32

THUMS UP
Strong cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and
most

trusted

brand

in

India.

Originally

introduced in 1977, Thums Up was acquired by

The Coca-Cola Company in 1993. Thums Up is
known for its strong, fizzy taste and its
confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the
man from the boys.
It has dark brown color with very high content
of CO2 which makes COLA flavors very heavy.
It is available in different
Volumes in market like:
200 ml glass bottle
600 ml pet bottle
ThumsUp

2 liter pet bottles

300ml can
1.25 liter

Page33

FANTA
Internationally, Fanta -The orange drink of The
Coca-Cola Company, is seen as one of the favorite
drinks since 1940's. Fanta entered the Indian
market in the year 1993. Over the years Fanta has
occupied a strong market place and is identified as
"The Fun Catalyst". 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.
FANTA ORANGE & FANTA APPLE:It comes in many flavors like orange with light
content of CO2 that makes its flavors delicious. It
is available in different volumes in market.
200 ml glass bottle

Fanta

600 ml pet bottle

2 liter pet bottle
1.25 liter

Page34

LIMCA
Lime n' Lemoni Limca, the drink that can cast a
tangy refreshing spell on anyone, anywhere. Born
in 1971, Limca has been the original thirst choice,
of millions of consumers for over 3 decades. The
brand has been displaying healthy volume growths
year on year and Limca continues to be the leading
flavours soft drink in the country. The sharp fizz
and lemoni bite combined with the single minded
positioning of the brand as the ultimate refresher
has continuously strengthened the brand franchise.
Limca energizes refreshes and transforms. Dive
into the zingy refreshment of Limca and walk
away a new person....
LIMCA :-It has light grey color with light content
of co2 that makes its Flavors tasty. It is available
in market in following packs of quintiles:
200 ml glass bottle
Limca

600

pet bottle

2lt.liter pet bottle

300ml cane
1.25 liter

Page35

SPRITE
Worldwide Sprite is ranked as the No.4 soft
drink and sold in more than 190 countries. In
India, Sprite was launched in year 1999 and
today it has grown to be one of the fastest
growing soft drinks, 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.
It's clear crisp refresh hinge taste encourages
the today's youth to trust their instincts,
influence them to be true to who they are and
to obey their thirst.
Sprite

SPRITE :-It is colorless with packing in green colored bottle. It has normal Content
of CO2. It has nice flavors available in market in following packing:
200 ml glass bottle
300 ml glass bottle
600 ml pet bottle
2 liter pet bottle
300ml cane
1.25 liter pet bottle
330ml cane

Page36

MAAZA

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 "Bottle Mein
Aam, Maaza hai Naam". Consumers regard
Maaza as wholesome, natural, fun drink which
delivers the real experience of fruit. The current
advertising of Maaza positions is as an enabler
of fun friendship moments between moms and
kids as moms trust the brand and the kids love
its taste. The campaign builds on the existing

Mazza

equity of the brand and delivers a relevant emotional

benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza". ...
MAAZA:- It is of yellow color with decent taste of mango. it does not Contain CO2.
200ml glass bottle
200ml tetra pack
600ml pet
1.5 Lt. Pet

Page37

KINLEY

Water a thirst quencher that refreshes, a 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 rituals or as
the

monsoon

which

gives

life

to

the

subcontinent. Kinley water understands the

importance and value of this life giving force.
Kinley water thus promises water that is as
pure as it, is meant to be. Water you can trust
to be truly safe and pure. Kinley water comes
with the assurance of safety from the CocaCola

Company.

That

is

why

company

introduced Kinley with reverse-osmosis along

Kinley

with the latest technology to ensure the purity

of the product. That's why Coca Cola goes through rigorous testing procedures at each
and every location where Kinley is produced. Because they believe that right to pure,
safe drinking water is fundamental. which cannot be left to chance.
KINLEY WATER:- It is mineral water available in following volumes in market:
500 ml pet bottle
1 lt. pet bottle
2 lt. pet bottle

Page38

Sectional Product of Coca-Cola

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:
In the Cola Section- Diet Coke, Coca Cola, Thums up
In the Lemon section- Sprite, Limca
In the Orange section- Fanta
In the Juice section- Maaza, Minute Maid
In the Soda Water and Bottled Mineral Water section- Schweppes soda water, kinley
mineral water, Dasani mineral water, kinley soda water
In the Tonic Water section- Schweppes

Page39

COMPETITORS:
Pepsi the flagship product of PepsiCo, The Coca-Cola Company's main rival in the
soft drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some
markets. RC Cola, now owned by the Dr Pepper Snapple Group, the third largest soft
drink manufacturer, is also widely available.

PEPSI AND COCA COLA

Around the world, many local brands compete with Coke. In South and Central
America Kola Real, known as Big Cola in Mexico, is a growing competitor to CocaCola.[79] 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 Brittany, Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola, which
led The

Coca-Cola

Company to

purchase

the

brand

in

1999.

In

Sweden,Julmust outsells Coca-Cola during the Christmas season.[80] In Scotland, the

locally produced Irn-Bru was more popular than Coca-Cola until 2005, when CocaCola and Diet Coke began to outpace its sales.[81]
In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums
Up. The Coca-Cola Company purchased Thums Up in 1993.[82] As of 2004, CocaCola held a 60.9% market-share in India.[83] Tropicola, a domestic drink, is served in

Page40

Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca
Cola and British brand Qibla Cola are competitors to Coca-Cola in the Middle East.
In Turkey, Cola Turka, in Iran and the Middle East, Zam Zam Cola and Parsi Cola, in
some parts of China, China Cola, in Slovenia, Cockta and the inexpensive Mercator
Cola, sold only in the country's biggest supermarket chain, Mercator, are some of the
brand's competitors. Classiko Cola, made by Tiko Group, the largest manufacturing
company in Madagascar, is a serious competitor to Coca-Cola in many
regions. Laranjada is the top-selling soft drink on Madeira.
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 Regulation Act (FERA) which governed the operations of foreign
companies in India. Coca-Cola re-entered the Indian market on 26th October 1993
after a gap of 16years, with its launch in Agra. An agreement with the Parle Group
gave the Company instant ownership of the top soft drink brands of the nation. With
access to 53 of Parles plants and a well set bottling network, an excellent base for
rapid introduction of the Companys International brands was formed. The Coca-Cola
Company acquired soft drink brands like Thumps Up, Goldspot, Limca, Maaza,
which were floated by Parle, as these products had achieved a strong consumer base
and formed a strong brand image in Indian market during the re-entry of Coca-Cola in
1993.Thus these products became a part of range of products of the Coca-Cola
Company. In the new liberalized and deregulated environment in 1993, Coca-Cola
made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian
bottling arm of the Coca-Cola Company.
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. The
complexity of the Indian market is reflected in the distribution fleet which includes
different modes of distribution, from10-tonne trucks to open-bay three wheelers that
can navigate through narrow alley ways of Indian cities and trademarked tricycles and
pushcarts.Think local, act local, is the mantra that Coca-Cola follows, with punch
lines like Life ho to aisi for Urban India and Thanda Matlab Coca-Cola for Rural

Page41

India. This resulted in a 37% growth rate in rural India visa-vie 24% growth seen in
urban India. Between 2001 and 2003, the per capita consumption of cold drinks
doubled due to the launch of the new packaging of 200 ml returnable glass bottles
which were made available at a price of Rs.5 per bottle. This new market accounted
for over 80% of Indias new Coca-Cola drinkers.

Thanda matlab COCA-COLA

Coca Cola customers are grocery stores, restaurants, streets, vendors, mass m e r c h a n
d i s e r , convenience stores drug stores, movie theaters and amusement parks-among
others. What do they do! Coca cola customer sells its products to consumers
& shoppers, who enjoy the products at a rate of 1.5 billions servings a day.
Coca- Cola customers make it possible for consumer & shoppers in local communities
around the world to purchase & its broad purchase & enjoy its broad portfolio of
quality beverages.

Page42

HISTORY OF BOTTLING:
In general, The Coca-Cola Company
and its subsidiaries only produce
syrup concentrate, which is then sold
to various bottlers throughout the
world

who

hold

Coca-

Cola franchise. Coca-Cola bottlers,

who

hold

territorially

exclusive

contracts with the company, produce

the 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 The Coca-Cola Company
and bottlers is fountain syrups in the United States, where the company bypasses
bottlers and is responsible for the manufacture and sale of fountain syrups directly to
authorized fountain wholesalers and some fountain retailers.
Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that CocaCola became the world-famous brand it is today.

YEAR WISE HISTORY OF BOTTLING:

Year 1894: A modest start for a bold idea: In a candy store in Vicksburg, Mississippi,
brisk sales of the new fountain beverage called Coca-Cola impressed the stores
owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common
glass bottle called a Hutchinson.
Year 1899: The first bottling agreement: Two young attorneys from Chattanooga,
Tennessee believed they could build a business around bottling Coca-Cola. In a
meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained
exclusive rights to bottle Coca-Cola across most of the United States for a sum of one
dollar.

Page43

Years 1900-1909: Rapid growth: The three pioneer bottlers divided the country into
territories and sold bottling rights to local entrepreneurs.
By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them familyowned businesses. Some were open only during hot-weather months when demand
was high.
Year 1916: Birth of the Contour Bottle Bottlers worried that Coca-Colas straightsided bottle was easily confused with imitators.
In the 1920s: Bottling overtakes fountain sales. As the 1920s dawned; more than
1,000 Coca-Cola bottlers were operating in the U.S.
By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. In the
1920s and 1930s: International expansion Led by Robert W. Woodruff, chief
executive officer and chairman of the Board, the Company began a major push to
establish bottling operations outside the U.S. Plants were opened in France,
Guatemala, Honduras, Mexico, Belgium, Italy and South Africa.
In the 1940s: Post-war growth: During the war, 64 bottling plants were set up around
the world to supply the troops.
In the 1950s: Packaging innovations: For the first time, consumers had choices of
Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger
servings including 10, 12 and 26 ounce versions. Cans were also introduced.
In the 1960s: Introduction of new brands Sprite, Fanta, Fresca and TAB joined brand
Coca-Cola
The 1980s brought diet Coke and Cherry Coke, followed by PowerAde and Fruitopia
in the 1990s.
In the 1990s: New and growing markets Political and economic changes opened vast
markets that were closed or underdeveloped for decades.
21st Century: Coca-Cola today: The Coca-Cola bottling system grew up with roots
deeply planted in local communities.

Page44

HINDUSTAN COCA COLA BEVERAGES PRIVATE LIMITED

(HCCBPL):
HCCBPL is the largest bottling partner of The Coca-Cola Company in India. It is a
part of The Coca-Cola Companys Bottling Investments Group (BIG) and responsible
for the manufacture, package, sale and distribution of beverages under the trademarks
of The Coca-Cola Company.

INSIDE VIEW OF COCA-COLA SYSTEM

Coca-Cola

India

Pvt.

Ltd.

- It

is

Wholly-Owned

Subsidiary

of

The Coca-Cola Company, USA. While building the consumer franchise for The
Coca-Cola Company trademarks, it also leads world class governance systems for the
operations of all partners in bottling, suppliers, distributors and other stakeholders.

Hindustan Coca-Cola Beverages Pvt. Ltd. - As part of the Bottling Investments

Group of the Coca-Cola Company, HCCBPL has 24 bottling plants at strategic
locations in various states spread across India. We cover approximately 65% of
bottling operations for the Coca-Cola system in India. HCCBPL has an extensive
distribution system spanning more than a million outlets operating with world class

Page45

execution standards. The focus of the system is to develop strong customer value
while delivering preferred choice of refreshment at an arm's length of desire to the
consumer.
HCCBPL's Product Portfolio has an extensive range to choose from : Sparkling
Beverages Coca-Cola, Diet Coke, Thums Up, Sprite, Fanta, Limca,

Kinley Soda, Schweppes Tonic Water. Still Beverages Maaza, Minute

Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid 100% Juices
(Apple, Grapes, Orange, Mixed Fruit), Minute Maid range of fruit flavored drinks.
Water - Kinley, Bonaqua.

Over the years, Hindustan Coca-Cola Beverages Pvt. Ltd. has focused on building
world class operations based on principles of safety, profitability and solid
governance to claim sustained growth. As part of our journey of moving towards
being a World Class Company, we have strengthened our organization in terms of
Supply Chain, Infrastructure, Market Execution, People, Processes, Compliance,
Governance and Route-to-Market. This approach has enabled us to build our portfolio
through launching new packs and brands, coupled with a competitive pricing strategy
based on a balance of value pricing and eliminating waste.

MILESTONES
1992 Coca-Cola resumes operations in India
1993 Acquired Parle brands (Thums Up, Limca, Maaza, Gold Spot, Citra)
1997 Formation of Hindustan Coca-Cola Beverages Private Limited erstwhile
Hindustan Coca-Cola Bottling South West Private Limited
2005 Formation of Bottling Investments Group (BIG) and Independent HCCBPL
Management Team in India
2006-07 Moves towards being World Class selling Organization
2008-11 Stable & Sustainable Performance towards World Class Bottling
2011 HCCBPL crosses 400 Million Unit Case sales

Page46

COMPANYS VISION, MISSION AND VALUES:

The Coca-Cola Company Mission:

To refresh the world - in mind, body and spirit

To inspire moments of optimism - through our brands and actions

To create value and make a difference everywhere we engage

The Coca-Cola company vision.
To achieve overall mission, company have developed a set of goals, which will work
with bottlers to deliver:
Profit: Maximizing return to shareholders, 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 a portfolio of beverage brands that anticipate and
satisfy people's desires and needs
Partners: Nurturing a winning network of partners and building mutual loyalty
Planet: Being a responsible global citizen that makes a difference
Productivity: Be a highly effective, lean and fast-moving organization.
The Coca-Cola Company values.
The shared values by which company is guided by are:

Leadership

Passion

Integrity

Accountability

Collaboration

Innovation

Quality

Page47

The Corporate Objective

Strategic Goals
These strategic goals are decide by the top management with consultation by the
parent company head quartered at Singapore. They are:
To continue to be an organization providing the quality products to the valuable
customers:

To select and retain the professional people for the organization.

To project an outstanding corporate image.

To satisfy the customer through extra ordinary service and an excellent service
along with the complete tactical and operational support.

Tactical Goals:
The top management of the company on an annual basis devises these goals together
with the consultation of the lower level employees.

Operational Goals:
Operational goals are decided by the top management in consultation with the lower
level employees. They are following the concept of management by objectives
(MBO). Each employee is assigned its goals and is told what is expected of him and
then he is evaluated on the basis of certain rules and regulations followed evenly by
the company.

Page48

MANUFACTURING COCA-COLA PLANTS IN INDIA

DIFFERENT MANUFACTURING COCA-COLA PLANTS IN INDIA

PLANT

CITY

STATE

1. Gangyal

Jammu

Jammu and Kashmir

2. Kotwali road

Najibabad

Uttaranchal

3. Dasna dhoulana

Panchsheel nagar

UP

Page49

4. Chomu

Jaipur

Rajasthan

5. Goblej

Kheda

Gujrat

6. Pilukhedi

Rajgadh Bhopal

MP

7. Mehndiganj

Varanasi

UP

8. Patliputra

Patna

Bihar

9. Raninagar

Jalpaiguri

WB

10. Byrnihat

Guwahati

Meghalaya

11. Jorhat

Jorhat

Assam

12. Khurda

Bhubaneshwar

Orissa

13. Pirungut Mulshi

Pune

Maharashtra

14. Wada

Thana

Maharashtra

15. Ambad

Nasik

Maharashtra

16. Verna

Goa

Goa

17. Bidali Ramnagar

Bangalore

Karnataka

18. NH-5

Vishakhapatnam

AP

19. Ameenpur

Ameenpur

AP

20. Moula Ali

Moula Ali

AP

21. Almakuru

Guntur

AP

22. Srikalahasti

Chittur

AP

23. Hospet

Koppal

Karnataka

24. Nemam

Chennai

TN

Table1 Table of plants & Locations in India

Page50

CEO
Vice President Supply Chain
Chief Finance Office
Human Resource Director
Vice President BSG
Regional Vice President
(North)
Regional Vice President
(Central)

Regional Vice President

AGM Unit 1
AGM Unit 2
AGM Unit 3
Region Finance
Region HR
Region Customer Service
Region External Affair
Region Coldrink
Region Legal
Region BSG
Region Director Manager

Regional Director Manager

Region Channel

Region Capability Management

Organizational structure of COCA COLA

Page51

Organizational structure of the sales department in HCCBPL

AGM
Plant
Manag
er

Route
to
market

General
Sales
Manager

Finance
HR
Manager Manager
Area
Capabilit
y
Manager
Sales
Trainers

Area
Sales
Manager

Channel
Manager
Marketing

Key
A/Cs

Sales
Executive

Distributer
& Salesmen

Market
Developer

Sales department organization in COCA COLA

MANUFACTURING PROCESS AT HCCBPL:

The manufacturing of the products of Coca-Cola involves the following steps: Water
is received from the River Cauvery and it passes through the water treatment plant,
further passing through the sand filter and the activated carbon filter, so as to attain
pure cleansed water. In the syrup room, the concentrate received from another bottling
plant 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

Page52

PET bottles), labelled and cased in order to be sent into the warehouse for
distribution.

Manufacturing process in COCA COLA plant

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 it is
needed by them. A typical distribution chain at HCCBPL would be:
Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --Retail Stock --- Retail Shelf --- Consumer

Page53

DISTRIBUTION ROUTES The various routes formulated by HCCBPL for

distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large chunk
of the total sales of the Company. It basically consists of organizations that buy large
quantities of a product in one single transaction. The Company provides goods to
these customers on credit, payments being made by them after a certain period of time
i.e. either a month of half a month. Examples: Clubs, fine dine restaurants, hotels,
Corporate houses etc.
Future Consumption: This route consists of outlets of Coca-Cola products,
wherein a considerable amount of stock is kept in order to use for future consumption.
The stock does not exhaust within a day or two, instead as and when required stocks
are stacked up by them so as to avoid shortage or non- availability of the product.
Examples: Departmental stores, Super markets etc.
Immediate Consumption: The outlets in this route are those which require stocks
on a daily basis. The stocks of products in these outlets are not stored for future use
instead, are exhausted on the same day and might run a little into the next day i.e. the
products are consumed at a fast pace. Examples: Small sized bars and restaurants,
educational institutions etc.
General: Under this route, all the outlets that come in a particular area or an area
along with its neighboring areas are catered to.
DISTRIBUTION SYSTEM :
Direct distribution: In direct distribution, the bottling unit or the bottler partner has
direct control over the activities of sales, delivery, and merchandising and local
account management at the store level.
Indirect distribution: In indirect distribution, an organization which is not part of the
Coca-Cola system (like distributers) has control on one or more of the distribution
elements (Sales, delivery, merchandising and local account management)
Merchandising: Merchandising means communication with the consumer at the
point of purchase to convey product benefit, value and Quality. Sales people and

Page54

delivery personnel both have this responsibility. In certain locations special teams
who go into business locations to specifically merchandise our products.
DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS the Distribution
process mainly consists of three departments:
Distribution Department: It appoints distributors and establishes a distribution
network, processes approved sale orders and prepares invoices, arranges logistics and
ship products, co-ordinates with distributors for collections and monitors distribution
stocks and their set-up.
Finance Department: It checks credit limits and approves sales orders in compliance
with the credit policy followed by the firm, records collections from distributors,
periodically reconciles outstanding balances from distributors, obtains balance
confirmation from distributors and follows up outstanding balances.
Shipping or Warehousing Department: It dispatches goods as per approved by order,
ensures that stocks are dispatched on a FIFO basis, ensures physical control over load
out area and updates warehouse stock records in a timely manner.

Page55

COMPETITORS TO HCCBPL
The competitors to the products of the company mainly lie in the non-alcoholic
beverage industry consisting of juices and soft drinks. The key competitors in the
industry are as follows:
PepsiCo: It entered in India in 1989. It is the main competitor of Coca-Cola.

4PS of PepsiCo:

Product - Pepsi, 7up, Mountain Dew, Mirinda, Slice, Gatorade, Tropicana,

Nimbooz, Aquafina. . PepsiCo also sells Dole juices and Lipton ready-to-drink
tea. Its new soft drink Atom failed.

Prices - Pepsi has adopted a market penetration price at the time when it was
introduced. Coca cola covered the large market in India but now the price of Pepsi
cola is same as of its competitors.

Places - Pepsi cola is available in more than 191 countries. Pepsi has 730 plants
working correctly around the world and in USA and Canada 200 plants are
working there rest 530 are working in other countries of the world as well as
working in India.

Promotion - Pepsi does its promotion through media; electronic media as well as
print media through flyers, by sponsoring cricket matches and in many other
places. Promotion is also done through print media e.g. Newspapers are design of
Pepsi can. The first of many new designs of Pepsi were Release: -d in 2007. The
Pepsi have signed some agreements with a very strong and expanded retailers
such as pizza hut and KFC when you go to pizza hut or KFC you will find only
the Pepsi products and nor its competitors products. These agreements are based
on the incentives that Pepsi offers to these retailers. Coca Cola has done
agreement with Dominos.
In 1994 the Coca cola Company reduced the price of Coke to Rs.5 and Pepsi has
to reduce the price in order to compete. In doing this, both companies had born a
huge loss. Coke had a loss of 9 million whereas the Pepsi bearing a loss of 14
million.

Distribution system - Pepsi applied two methods to distribute their products.

Page56

Direct Distribution - Pepsi Direct distribute their Product to Whole Sellers,

Restaurants, Hotels, Pizza hut, KFC, Saver Food and Metro etc.

Nestl: Nestle was founded in 1886 by Henri Nestle in Switzerland. Nestle does
not give that tough a competition to Coca-Cola as it mainly deals with milk
products, Baby foods and Chocolates. But the iced tea that is Nestea which has
been introduced into the market by Nestle provides a considerable amount of
competition to the products of the Company. Products like Iced Cafe, Nescafe
Cappuccino and Iced tea are the closest substitutes to the Colas as they are thirst
quencher healthier when compared to fizz drinks. The flavoured milk products
also have become substitutes to the products of the company due to growing
health awareness among people.

Dabur: It has a humble beginning in the bylanes of Calcutta way back in

1884.Dabur in India, is one of the most trusted brands. Apart from food products,
Dabur has introduced into the market Real Juice, Activ juices, Burrst, Lemoneez.
These products give a strong competition to Maaza and the latest product Minute
Maid Pulpy Orange.

Parle Agro: -It is an Indian Pvt. Ltd. Company founded in 1929 in Mumbai
owned by Chauhan family.Its Frooti is giving good competition to maaza and
minute maid of coca-cola brand. Frooti is its strongest brand. Its other products
are Appy Fizz, Appy Classie, LMN, Saint juice, Grappo Fizz. It has also launched
its new product Cafe Cuba on 19th May 2013. In mineral water, it has the brand
Bailly.
It does not believe in aggressive pricing.
It conducts events and exhibitions for distributors and tries to reach at remote rural
markets. It brings creative ad campaigns with free samples at outlets of Delhi. It
does outdoor advertisements especially in metropolitan cities.

Amul: As GCMMF Co., it established in 1973. Its products like Amul Lassee,
Amul kool koko, Amul kool cafe, Amul kool milk shake, thandai, buttermilk and
flavoured tetra packs are playing a role of substitute of Coca Cola products.
*Competitive brands to Coca Cola in Mineral Water are Aquafina, Bisleri,
Bailley etc.

Page57

PACKAGING AND PRICING

DETAILS:
There are 2 types of bottles for Coca
Cola products:
RGB (Returnable Glass Bottles). These
are of 200 ml only.
PET

(Polyethylene

Figure 26 coca-cola group

Terephthalate),

these are plastic bottles. PET plastic are

labelled with #1 code. It is safe, strong, transparent and versatile. It has light weight
and can be recycled.

HCCBPL plant of Mehdiganj has newly started its

manufacturing line of PET bottles. Its laboratory testing was on 13th May 2013.
Per Bottle
Carbonated drinks:

Shopkeeper gets

Margin

Customer gets

Rs.

Rs.

Rs.

Coke of 200ml

1(5)

8(12)

Other brands of 200 ml

10

12

All brands of 600 ml

28

30

All brands of 1.25 l

42

45

All brands of 2l

66

70

All brands of 2.25l

66

70

Juice segment
Maaza of 200 ml

10

1(2)

11(12)

Maaza (tetra pack)

12

14

Maaza of 600ml

30

32

Page58

Maaza of 1.5 l
All Canes (330 ml)

61

65

22.5

2.5

25

*There are 24 bottles in 1 crate of RGB.

*9 bottles in 1 crate of 2 l bottle size.
*24 bottles in 1 crate of 600 ml bottle size.
*12 bottles in 1 crate of 1.25 l bottle size.
*9 bottles in 1 crate of 2.25 l bottle size.
*In Maaza tetra pack, 27 packets are there in 1 pack.
*Coca-Colas 1 crate full with empty bottles of RGB (GOD Glass on Deposits) cost
Rs.

280.

*Coca Cola replenished its stock on the outlets on the basis of P System, i.e., each
after a fixed period.

Packaging & pricing of the main competitor of Coca Cola i.e. PepsiCo
Per Bottle

Shopkeeper gets

Margin

Customer gets

Carbonated drinks:

Rs.

Rs.

Rs.

7up of 200 ml

10

7up of 300 ml

11

13

7up of 600 ml

28.5

1.5

30

7up of 1l

39

42

Page59

7up of 2l

63

70

Other brands of 200 ml

10

Mountain Dew of 300ml

13

15

Pepsi of 300 ml

12

14

Mirinda of 300 ml

12

15

Other brands of 600ml

28.5

1.5

30

Other brands of 1l

39

42

Other brands of 2l

66

70

Juice Segment:
Slice of 200ml

10

Slice of 600ml

29

30

Slice of 1.2 l

55

58

Tropicana of 200 ml

18

20

Tropicana of 1l

87

12

99

*PepsiCos Cans are of 250 ml and its MRP is 20.

*PepsiCo in many cases gives good schemes to retailers to increase their margins.
*PepsiCos mineral water brand, Aquafina costs less to retailers than Coca Cola
mineral water brand, Kinley.

Page60

PROMOTIONAL EFFORTS OF COCA COLA:

Coca Cola from time to time introduces various schemes & offers to promote its
brands.
Its recent schemes for customers are:

Coke 2ooml of Rs. 8 only

Coke 650 ml +150 ml free 0f Rs. 28

Sprite 600 ml+150ml free of Rs. 30

Happy deal offers Every year, it starts from 25th May and ends on 26th June.
This offer is Save Rs. 5 on purchase of 1 bottle of Coca Cola (1.25l) or Maaza
(1.5l).

Its recent schemes for retailers are:

2 Maaza (tetra packs) free with the purchase of 1 crate of any carbonated drink of
2l & above.

4 bottles of kinley (1l) free on purchase of 1 crate of coke (600ml) and 3 bottles of
kinley (1l) free on purchase of 1 crate of carbonated drink (600ml) other than
coke.

4 bottles of kinley free with purchase of 1 crate of kinley (1l).

Discount of 42 Rs. On the purchase of 1 box of Maaza tetra having 27 packs

inside it.

Page61

BUSINESS PLANT MODEL OF COCA COLA:

Plant model of COCA COLA

The concentrate beverage base syrup is send from Coca Cola International. This
concentrated syrup is used to make final products in the local bottling plants of the
company. The final products are then packed and send by the bottlers to the
distributors to sell it to retailers or it is directly send to the retailers by the bottlers.

The PESTLE Analysis:

A scan of the external macro-environment in which the firm operates can be
expressed in terms of the following factors:
Political
Economic
Educational
Social
Technological

Page62

Political Analysis for Coca-Cola:

The following are some of the factors that could cause Coca-Cola Companys actual
results to differ from the expected results,
Changes in laws and regulations, including changes in accounting standards, taxation
requirements (including tax rate changes, new tax laws and revised tax law
interpretations) and environmental laws in domestic or foreign jurisdictions.
Changes in the non-alcoholic business environment: These include, without
limitation, competitive product and pricing pressures and their ability to gain or
maintain share of sales in the global market as a result of action by competitors.
Political conditions, especially in international markets, including civil unrest,
government changes and restrictions on the ability to transfer capital across borders.

Economic Analysis for Coca-Cola: Economic factor can affect the

consumption of soft drinks. When there is economic crisis all over the world people
buy their basic need products such as food, cloths etc. As a result of this the sales of
coke goes down. But as the economy recover slightly consumers are now resuming
their normal habits, going to the malls, car shopping, and eating out at restaurants, it
create positive impact on the sales of coca cola. Again, if the economic conditions of
the country is not that strong and Coke increases its Price in this situation. Then it
would impact highly negative. And inflation is also not a good position for any
countrys production point of view. It also impacts highly negative in the Cokes
production.

Educational
The Coca-Cola Company has always believed that education is a powerful force in
improving the quality of life and creating opportunity for people and their families
around the world. All over the world, the coca cola company is involved in innovative
programs that give hard- working, Knowledge-hungry students books, supplies,
places to study and scholarships.

Page63

Social Analysis for Coca-Cola:

As people are more health conscious day by day, many of them are switching to
bottled water and diet colas instead of other alcoholic beverages. Consumers from the
ages of 37 to 55 are also increasingly concerned with nutrition. Since many are
reaching an older age in life they are becoming more concerned with increasing their
longevity. This will continue to affect the non- alcoholic beverage industry by
increasing the demand.

Technological Analysis for Coca-Cola:

Technological change creates opportunities for new products and product
improvements and of course new marketing techniques. Some factors that cause
company's actual results to differ materially from the expected results are as
follows.The new technology of internet and television which use special effects for
advertising through media. They make some products look attractive. This helps in
selling of the products. Introduction of cans and plastic bottles have increased sales
for Coca-Cola as these are easier to carry and one can be them once they are used.
Due to introduction of this machineries the production of the Coca-Cola company has
increased vastly then it was few years ago.

Page64

SWOT ANALYSIS
STRENGTHT :

WEAKNESS :

A Trusted Brand than Pepsi.

Servicing

&

availability

of

Highly motivated Sales Team.

OYA/SGA's are very irregular and

Thums-up & Limca has better brand

less.
Coke delivers its products on cash

recall & fetches most of the sales.

A better penetration in the market

but Pepsi on Credit. Thus it is eating

up market share.

than the competitors.

Merchandising of Pepsi is stronger

PSR's of Pepsi have that much

delegation of authority that they can

than Coca-Cola.
MAAZA brand is the most preferred

manipulate

schemes

&

setup

monopoly counters whereas Coca-

brand in juice segment.

The advertising strategy of Coca-Cola

Cola's MD"s do not have that

authority.

is better than Pepsi.

Some distributors are not prepared

according to the aggressiveness of
market.
OPPURTUNITY :

THREATS :

Urban market of soft drinks is

Pepsi is a push product in Varanasi

getting saturated. And also the rural

market, and offering more discounts

market is growing at a pace so by

& schemes than Coca-Cola.

effective strategy this can be a future

Products of Pepsi are pushed on

market for the products.

credit.

Company has to concentrate on

Pre -sale Marketing strategy of

product penetration in Hotels, Malls

&

Outdoor

Cinema Hall.

Participation

in

PEPSI.

local

festival's

(especially during the start of season)

& events must be taken care of.

Page65

PEPSI

advertising

strategy

of

MARKETING TOOLS
Coca cola advertisement always dedicated to the openness of culture is perfectly
synchronized in such a manner that shows the best way to uplifting and enhancing
everyday moments of happiness. The first campaign of coca cola in Indian market
was JO CHAAHO HO JAAYE. It was one of the best ads ever, appealed both at a
product level as well as at an emotional level. The company doesnt depend fully on
the celebrity endorsement (with respect to other continents) but in India while keeping
the Indian celebrity fan following in view, they have diverted their set character of
global view to cope with this market and successfully made it possible to grab the
market share as well as the target segment. Recently they have campaigned with
OPEN HAPPINESS, here coca cola seems to achieve at the emotional level as well
as a mass appeal. This face to face analysis led to some interesting insights, one of the
most successful brand in the worlds brand marketing, the key elements of success are
Cross-cultural communication, localization and insistent of brand value of itself. The
mode Coca-Cola took is a kind of Non-aggressive cultural integration and
successfully conquered the cross-cultural marketing.
Some of the popular coke Jingles in first decade of its existence were Always The
Real ThingPee Le Coca-Cola Jo Chahe Ho JayeCoca-Cola Enjoy. Moving on to
year 2003 they had the fun loving Thanda Matlab Coca cola ad where the iconic
star Amir Khan was presented in six different looks, working on the simple
philosophy of highlighting how Indian related to the brand as a cool relief. Word
Thanda in India has different meanings like cool, cold or refreshing. If you meant
refreshment you meant Coca Cola. This ad was instrumental in establishing Coca
Cola as a brand in India. Thanda Matlab Coca Cola Ad Campaign Bollywood stars
endorsing the brand include Karisma Kapoor, Aamir Khan, Hrithik Roshan and
Aishwarya Rai among others. Post 2003, next 5 years witnessed Cola War with
rivals Pepsi and Coke is launching an aggressive marketing campaign against each
other. In total Coca Cola roped in 15 celebrities against 8 of Pepsi.
Post 2009, Coca Cola adopted the Global happiness campaign. It experimented
with different kinds of images of the year. It was projected as a beverage enjoyed by
the entire family together through ad campaigns like Saath Khao Khushiyaan
Badao Coca Cola India Marketing Campaign Coca Cola India campaign umeedon

Page66

whale Dhoop, sunshine Wali Asha ad launched in the year 2012, sells hope for better
tomorrow . The clearly gives a message of hope and growth and shows that every and
any dream is achievable. Similarly the brand also roped in Sachin Tendulkar, as a
happiness brand ambassador to support various CSR initiatives the brand is
undertaking . Coca Cola India Ad Campaign : Umeedon wala Dhoop, Sunshine wali
Asha Besides Flagship coke ad campaign, the brand has focused upon positioning
other umbrella brands i.e Thumbs Up , Limca , sprite and Fanta etc.
Thumbs Up India has been branded as Manly drink in India since year 1993.
Recently a brand roped in Salman Khan as the brand ambassador. Coca Cola India
has in turn partnered with Salman Khans Charitable foundation Being Human
and would be involved in various philanthropic initiates of the brands. Brand Fanta
has been working on Zyada Fanta Zyada Fun tagline and Bollywood actress Asin
currently endorses the brand .The brand is projected as a fun youth brand and
celebrities the energy of young individuals. The ads are usually humorous and perky.
Over the years Fanta has occupied a strong market place and is identified as the
The Fun Catalyst.
In India it employs 1,800 people. In India it has invested over $130 million
(U.S.).Coca-Cola is the official soft drink of many collegiate football teams
throughout the nation, partly due to Coca-Cola providing those schools with upgraded
athletic facilities in exchange for Coca-Colas sponsorship? This is especially
prevalent at the high school level, which is more dependent on such contracts due to
tighter budgets .Coca-Cola was one of the official sponsors of the 1996 Cricket World
Cup held on the Indian subcontinent. Coca Cola is also one of the associate sponsors
of Delhi Daredevils in Indian Premier League. The Company sponsors Indias leading
pop group and organizes concerts throughout the country for teenagers and
underprivileged children .It sponsors Indias No. 1 solo artist, who will participate in
concerts and charity events organized by The Coca-Cola Company in India. The
Company has signed a sponsorship agreement with eight of Indias national cricket
players for promotional and advertising use. The Coca-Cola System in India is the
exclusive supplier for India Railways, serving soft drinks in stations, platforms and on
trains. The Company will be undertaking a beautification programme of stations and
platforms. Marketing

Involvement Coca-Cola Corporation is a multinational

organization. And it is indulged in the international marketing .The brands and basic

Page67

strategies are made in the home country but the local strategies are defined in the host
countries. Also the 4Ps are made according to the demographics and taste of the
people of the host country. In India the Coca-Cola Company maps the strategies and
the brands by looking into the environment in which it is working. The brands are
produced locally. And the product, price promotion and placement are planned with
respect to the controllable variables and uncontrollable variables.

FUTURE SCOPE
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its
re-entry into India. The company will be investing another USD 5 Billion till the year
2020. The Coca-Cola system in India directly employs over 25,000 people including
those on contract. The system has created indirect employment for more than
1,50,000

people in related industries through its vast procurement, supply and

distribution system. Company strives to ensure that our work environment is safe and
inclusive and that there are plentiful opportunities for our people in India and across
the world. The beverage industry is a major driver of economic growth. A National
Council of Applied Economic Research (NCAER) study on the carbonated soft-drink
industry indicates that this industry has an output multiplier effect of 2.1. This means
that if one unit of output of beverage is increased, the direct and indirect effect on the
economy will be twice of that. In terms of employment, the NCAER study notes that
"an extra production of 1000 cases generates an extra employment of 410 man days."
As a Company, products are an integral part of the micro economy particularly in
small towns and villages, contributing to creation of jobs and growth in GDP. CocaCola in India is amongst the largest domestic buyers of certain agricultural products.
As an industry which has strong backward and forward linkages, our operations
catalysis growth in demand for products like glass, plastic, refrigeration,
transportation, and Industrial and agricultural products. Its operations also lead to
incremental growth for enterprises engaged in post-production activities like
merchandising, marketing and sales. In addition, they share best practices and
technological advancements with our suppliers, vendors and allied industries which
often lead to improvement in the overall standards of quality across industries.
Coca-Cola has been banking on pushing sales by selling at a discount to large retailers
and slashing prices of brand Coke in 200-ml bottles to Rs 8. The company will also

Page68

sell in different sizes. Currently, Coca-Cola is testing tetra packs of 100 ml for juices
at entry-level prices of Rs 6. But are the rains only to blame? There is no better time
than now to ask if the slump is due to consumers turning away from fizzy drinks to
healthier options like iced tea and juices.
Coca Cola India has also taken many initiatives as a responsible corporate citizen, by
tying up with many NGOs such as BAIF (or Bharatiya Agro Industries Foundation),
SOS Childrens Villages and Save the Children. It has also taken initiatives to
promote education in rural areas. Technological Analysis: Coca-Cola has started
operations of its R&D facility in India, with the view of localizing its product
portfolio. The major focus would be on non carbonated drinks and flavors. The
companys R&D team has already rolled out drinks such as Maaza aam panna and
also a Maaza mango milk drink, and is exploring options to enter new categories in
India such as juices in localized flavors, energy drinks, sports drinks and flavored
water. These initiatives are being taken by the company to further expand their
product portfolio. With the increasing importance of 360 degree media tools and
overall ad spend on social media sets likely to grow by almost 44%, Coca-Cola has
increased ad spend on the internet. Case in point is the recent 2009 Sprite campaign,
which was first launched on the internet. Environmental Analysis: Coca Cola has
earned a title of environment friendly company and Coca Cola India too has followed
in the footsteps. Coca Cola Indias Corporate Social Responsibility (CSR), is an
initiative that prioritizes many social and environmental issues; one of them being
water conservation. They support many community based rainwater harvesting
projects and help lending conservation education. The company has made sure that
the following ideas are considered during their operations: 1. Environmental due
diligence before acquiring land 2.Environmental Impact Assessment before
commencing project; 3. Ground water and environment survey before selecting the
site; 4. Ban on purchasing CFC emitting refrigerating equipments and 5. Waste water
treatment facilities.

Page69

EXPERIENTIAL LEARNING
DEPARTMENT Sales-HR
JOB DESCRIPTION Survey about the low sales volume in some pockets along
with the choices and preferences shown by the consumers in Patna.
EXPERIENCE GAINED
WHAT DID I LEARNED:

I learned about the sales department and distribution channels of company

Role of distributors and retailers in the market

How important it is to have cordial relations with retailers to tap more profits

How sales figures are devoid of actual choice and preferences of consumers

How each and every aspect of sales is related to marketing

There is a stiff competition in market and survival is quite tough

How this experience will help me in future:

These experiences will guide me in the following ways

While making marketing strategy for any company, I will always try to attract
more & more customers and not to sell more & more products until and unless
it will become necessary.

I will be able to do effective communication with different parties wherever

required.

I will always make any strategy keeping in view the competitors move as
well as its effect on my business partners.

I will always focus on retention along with expansion to maintain my position

forever.

Its very important in business to implement rather than to do number of

promises.

I experienced that its very difficult to built brand image but very easy to lose
it from one single mistake.

Page70

My thoughts, views & comments in general about the company:

Coca Cola is a multinational company having a strong brand image. It is powerful
than any of its competitors. Coca Cola after losing its first mover advantage in 1993
beautifully handled the situation by purchasing products of Parle Agro. In India,
Pepsico is its sole competitor in real manner and Coca Cola Is effectively tackling
with it through its strong brands and new strategies of marketing. From time to time it
also brings innovative ideas through programs like RED (Right Execution Daily),
GREEN, Rain selling, MIT (Market Impact Team) etc.
But if a company has very good past records and in present also it is ahead of its
competitors by evolving many new ideas of marketing, it does not mean that its job is
over. In real sense, that companys responsibility increases more as to maintain its
position. It is the most difficult task, as a little carelessness will be very costly for the
company.
Coca Cola Company in my view is not taking seriously the complaints of retailers
regarding different matters. Its very important to conduct frequent and surprise visits
in different markets to know actually the work of executives, Market Developer,
agencies and the view of shopkeepers.
If company will act smartly in this phase, it can enjoy the benefit for a long time in
future.

Page71

CSR Profile of Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company. Along with
Coca-Cola, recognized as the world's most valuable brand, the Company markets four
of the world's top five nonalcoholic sparkling brands, including Diet Coke, Fanta and
Sprite, and a wide range of other beverages, including diet and light beverages,
waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the
world's largest beverage distribution system, consumers in more than 200 countries
enjoy the Company's beverages at a rate exceeding 1.4 billion servings each day. For
more information about The Coca-Cola Company, please visit our website at
www.thecoca-colacompany.com.
CSR Press Release: -s, Events & Reports
Comments Type Submission Title
Press Release: -: - Coca-Cola Invests An
Additional US$5 Billion For Long-Term
Sustainable Growth In Africa
Press Release: -: - "Project Last Mile"
Expands to Improve Availability of Lifesaving Medicines in Additional Regions
of Africa
Press Release: -: - Coca-Cola Replenishes 108.5 Billion Liters of Water Back to
Communities
Press Release: -Coca-Cola Invests in Water Health International's Model for
Sustainable Safe Water and Partners to Bring Safe Drinking Water to 1 Million
School Children
Press Release: -Coca-Cola Installs 1 Millionth HFC-Free Cooler Globally, Preventing
5.25MM Metrics Tons of CO2

Page72

Press Release: -Coca-Cola Contributes More Than US$2.5 Million in Typhoon Relief
Aid Report Coca-Cola 2012-2013 Global Sustainability Report
Press Release: -Coca-Cola Release: -s 2012-2013 Global Sustainability Report
Press Release: -Coca-Cola and (RED) Join Forces to Inspire People to Move for the
Movement to Help Deliver an AIDS-Free Generation
Press Release: -Coca-Cola Launches Global EKOCENTER Partnership to Deliver
Safe Drinking Water and Basic Necessities to Rural Communities
Press Release: -The Coca-Cola Company and World Wildlife Fund Expand Global
Partnership, Announce New Environmental Goals
Press Release: -Coca-Cola Announces Global Commitments To Help Fight Obesity
Press Release: -Water Aid Joins Forces with The Coca-Cola Africa Foundation to
Bring Safe Drinking Water to Burkina Faso and Ethiopia
Press Release: -The Coca-Cola Company Launches Challenge Among World
Economic Forum's 'Global Shapers' To Accelerate Solutions To Global Problems
Press Release: -The Coca-Cola Company Expands 5by20 Women's Economic
Empowerment Initiative
Press Release: -Coca-Cola Increases Conservation Support for World's Largest Forest
Report The Coca-Cola Companys 2011-2012 Sustainability Report
Press Release: -Coca-Cola Release: -s 2011-2012 Global Sustainability Report
Press Release: -The Coca-Cola Company Accelerates Global Production Of Plastic
Packaging Made From Plants
Press Release: -Coca-Cola and the Global Fund Announce Partnership to Help Bring
Critical Medicines to Remote Regions
Press Release: -Coca-Cola Announces Long-Term Partnership With DEKA R&D To
Help Bring Clean Water To Communities In Need
Press Release: -Coca-Cola Pilots Innovative Water Recovery System and Wins IWA
Award
Press Release: -The Coca-Cola Company Takes Digital Approach To Sustainability
Reporting And Release: -s First-Ever GRI Report

Page73

Press Release: -The Coca-Cola Company Announces Partnerships to Develop

Commercial Solutions for Plastic Bottles Made Entirely from Plants
Press Release: -:-The Coca-Cola Company Joins (RED) to Help Eliminate AIDS
Press Release: -The Coca-Cola System Donates More Than $2 Million USD For
Flood Victims In Thailand
Press Release: -:- Heinz to Deliver Keynote Address on Plant Bottle(TM) Packaging
at Bio Plastek 2011 Forum
Press Release: -:- The Coca-Cola Company Names Beatriz Perez Chief Sustainability
Officer
Press Release: -:-Coca-Cola Raises Total Pledge to 2.5 Billion Yen (US$31 Million)
for Relief and Rebuilding Efforts in Japan
Press Release: -: -Coca-Cola Helps Improve Lives of African Women and Girls
Press Release: -: -Coca-Cola and Heinz Announce Landmark Partnership to Expand
Use of Innovative Plant bottle (TM) Packaging
Press Release: -: -The Coca-Cola Company and H.J. Heinz Company to Announce
Innovative Sustainability Partnership
Press Release: -: -The Coca-Cola Company Release: -s Sustainability Report
Press Release: -: -The Coca-Cola Company And International Federation Of Red
Cross And Red Crescent Societies Launch Global Partnership
Press Release: -: - The Coca-Cola Company and The Nature Conservancy Release: Water Footprint Report
Press Release: -: -The Coca-Cola Company Announces $7.5 Million Haiti Hope
Project to Boost Incomes of 25,000 Mango Farmers in Haiti
Press Release: -: -The Coca-Cola Company Engages Its Global System To "Switch
Off" Lights In Support Of Earth Hour
Press Release: -: -The Coca-Cola Company and USAID Expand Global Water
Partnership
Press Release: -: -Coca-Cola Commits To Climate-Friendly Refrigeration Through
Engagement With Greenpeace

Page74

Press Release: -: - The Coca-Cola Company And Greenpeace To Announce

Agreement On Important Climate Protection Initiative
Press Release: -The Coca-Cola Company Begins Global Launch of Innovative Plant
Bottle
Report Live Positively: Our commitment to making a positive difference in the world.
Press Release: -The Coca-Cola Company Introduces Innovative Bottle Made From
Renewable, Recyclable, Plant-Based Plastic
Press Release: -The Coca-Cola System Advances New Solutions For Economic
Development
Press Release: -The Coca-Cola Company Engages In More Than 50 Countries To
"Turn Out" Support For Earth Hour
Press Release: -The Coca-Cola Foundation Seeks Bids For Summer Youth Activity
And Nutrition Education Programs In The State Of Alabama
Press Release: -The Coca-Cola Company Commits US$30 Million To Clean Water
Projects Across Africa
Press Release: -The Coca-Cola Company Release: -s 2007/2008 Sustainability
Review
Report"Act. Inspire. Make a Difference. A dialogue of progress and possibility"
Press Release: -The Coca-Cola Company Supports Polar Bear Conservation Efforts
With World Wildlife Fund (WWF)
Press Release: -Clinton Global Initiative Recognizes Coca-Cola Brazil's Rainforest
Water Program
Press

Release:

-The

Coca-Cola Company Release:

-s

Annual

Corporate

Responsibility Review
Press Release: -The Coca-Cola Company Release: -s Annual Environmental Report
Press Release: -The Coca-Cola Company Pledges to Replace the Water It Uses in Its
Beverages and Their Production
Press Release: -The Coca-Cola Company: Retooling Its Atlanta Headquarters to
Conserve Natural Resources, Combat Climate Change

Page75

Press Release: -The Coca-Cola Company and USAID to Expand Water Partnership in
Africa
Press Release: -Report Alert.info - Coca-Cola Company Publishes Corporate
Responsibility Review
Press

Release:

-The

Coca-Cola

Company Posts Continued Progress on

Environmental Performance
Press

Release:

-The

Company Announces

Coca-Cola
Adoption

of

HFC-Free Insulation in Refrigeration

Units to Combat Global Warming
Press Release: -The Coca-Cola Company Commits to Engage in the United Nations
Global Compact Report2004 Environmental Report
Press Release: -The Coca-Cola Company Release: -s 2004 Environmental Review;
Reports Gains in Water, Packaging and Energy Efficiency
Press Release: - Greater Collaboration and Coordination Required in Fight Against
HIV/AIDS, says Coca-Cola Africa Foundation President
Report Partners In A Promise (2000)
Press Release: - Coca-Cola Executive to Head Diversity Leadership Academy
Press Release: - UNAIDS Signs Up Coca-Cola in Battle Against AIDS
Press Release: - Coca-Cola to Plant One Million Trees to Stop Beijing Sand Storm
Press Release: - Coca-Cola India Partners With Rotary International Against Polio
Press Release: -Coca-Cola Unveils Latest Initiatives To Fight Global Climate Change
Press Release: -The Coca-Cola Company to Offer Healthcare Benefits to Same-Sex
Domestic Partners of Employees
Press Release: -Coca-Cola Presents Incubators to Shanghai Children Medical Centre
Press Release: -Coca-Cola Commits $1 Billion To Comprehensive Empowerment and
Entrepreneurship Program
Press Release: -Consumer Advisory: Coca-Cola System Using Recycled Plastic

Page76

RESEARCH
METHODOLOGY

Page77

RESEARCH METHODOLOGY
Objective of the Study
The survey was conducted in different Blocks of Patna keeping following objectives
in mind:-

Primary Objectives

To find out present status of RGB, PET and Kenley water in rural market.

To determine the market presence of Coca-Cola company in rural markets of

Patna nearby.

Secondary Objectives

To get the retailers want in item of product selling and develop the new market

Identify the village where we not rich and increase the coverage

Ensuring the visibility of the product

Ensuring the availability of the product in outlet.

To find out the available opportunities in the market, by finding gaps in

competitors penetration.

To analyze the product and market execution strategy of Coca-Cola company,

To collect data from rural areas that can be used for activating new channel

To know the customer preference about the soft drinks in rural market.

RESEARCH METHODOLOGY
This research involved a study, which was descriptive as well as explorative in
nature it basically aims at gathering data about perception of Coca-Cola playing in the
mind of shopkeepers & consumer.

Page78

METHODS OF DATA COLLECTION

I HAVE USED TWO TYPES OF DATA FOR MY REASEARCH.
1. Primary data
2. Secondary data
1. Primary data collection: - Primary data can be collected by two methods.
a) Observation
c) Survey
Note: - Only survey method of data collection is preferred which is very suitable
to reach the researcher motto.
A. Research Instrument: - Printed Questionnaire was used as the research
instrument to collect the required information.
B. Area of surveys: - The survey was conducted in different Blocks of Patna.
Sampling plan:- sampling plan consist of
A. Sampling unit: The retailer grocery shop, general store, Convenience,
Restaurant, Dhaba and sweet house was selected from different Blocks of Patna.
B. Sample Size: 100 outlets
C. Sampling Method: - Data were collected by retailer survey. The customers are
directly connected and interviewed at their retail shop.
2. Secondary Data Collection:- As secondary data were not available with
Shop keepers as well as stockiest, so these were collected from company records.

Page79

KEY (AREAS) PATNA

1. Sampatchak Block
2. Daniawan block
3. Fatuhan
4. Phulwarisharif
5. Khushrupur

BLOCK

Sampatchak

LEVEL

Block

NAME

Sampatchak

Service

Serviced

(Yes/No)

From

Yes

Bazar Samiti
Didarganj

Distributor

Outlet name

Cont. Person

Puja Kirana
Akshay Kirana

& general

Pratap Kr.

Village

Ilahibag

Yes

Didarganj

9334322705

store

Bazar Samiti
,,

Mobile No.

akshay Kirana

Rajesh Hotel

Rajesh kumar

akshay Kirana

Dhruv kirana

drhuv Shah

Ramesh

Avdhesh kr. &

8651869341

Bazar Samiti
Ilahibag

Yes

Baria

Yes

Didarganj
Bazar Samiti

Village

Didarganj

Akshay Kirana

Bazar Samiti
Village

Baria

Yes

Village

Baria

Yes

Didarganj

Hotel

Indrajit Kr.

Ranjit
Akshay Kirana

Bazar Samiti

Kirana

Ranjit Kumar

Tanisha

Krishna

Akshay Kirana

Store

Chaudhary

Samiti

Akshay

Khushi

Jogindra

Didarganj

Kirana

Kirana

Shah

Didarganj

9525489851

8578083056

9308807820

Bazar
Abdullah
village

Chak

Yes

bazar

village

Sirpatpur

Yes

village

Sohagi

Yes

9801495797

Dinesh

Samiti

Akshay

Kirana

Dinesh

Didarganj

Kirana

Store

Kumar

New Shop

Sachidanand

Page80

9934667508

9304405834

Sampatchak & Daniyawan Block survey Reports

BLOCK

LEVEL

NAME

Service

Serviced

(Yes/No)

From

Distributor

Outlet
name

Cont. Person

Mobile No.

Telmar
Daniyawan

Block

Daniyawan

Yes

Fatuha

Rajesh

kirana

Ramesh shah

Kumar

store

9905020695

Lallu
Village

Madarichak

Yes

Self

Hilsa

kirana

Lalu kumar

9162619449

Rakesk

Village

Erai

Yes

Self

Hilsa

general

Rakesh

store

kumar

9939850660

Ramesh shah

9905020695

Saroj

N/A

Baba

7564973522

Telmar
kirana
Village

Daniyawan

Yes

Distributor

Fatuha

store
Saroj

Village

Shahjahanpur

Yes

Self

Hilsa

kirana
Baba pan

Village

Faridpur

Yes

Distributor

Fatuha

bhandar
Dines

Bazar
Village

Fazlabad

Yes

Samiti

Kirana
Fatuha

Store

7077966417
DinesKumar

Ganesh

Village

Sitapur

Yes

Self

Fatuha

Kirana

Govind

Store

kumar

8292532844

Umesh

Village

Taranpur

Yes

Self

Kumar

general

Umesh

Brothers

store

Kumar

9507026881

Data Source:
Primary data source - Observations, Experiment and formal Interaction With
Coke employees.
Secondary data source - From seniors report and Internet.

Data Acquisition Tool:

*

Informal Tool: - Observations and Informal talks.

Formal Tool: - Structured Questionnaire.

Page81

DATA ANALYSIS:
Various tables, graphs, pie charts and statistical tools used to analyze the data.

ANALYSIS AND DATA INTERPRETATION

I have asked the following question to the customer keeping in mind the availability
of Coca-Cola Product in these areas.
Q 1.You preferred to which soft drinks?
a. Coca-Cola
b. Pepsi
c. Banta (Local soft drinks)
d. Just Chill (Local soft drinks)
just chill
7%

Banta
15%
Coca-Cola
48%
pepsi
30%

Interpretation
During the entire survey it was evident that coca-cola is the leading soft drinks among
the soft drinks in the rural areas of Patna and nearby. From the survey done on
consumers preferences I found that 48% of the market share is covered by coca-cola,
30% is covered by Pepsi and rest is by local soft drinks like just chill and banta. Here
I find the customer preferences is Coca-Cola in these areas is higher than the others
due its highly availability.

Page82

Q2. How often do you buy coca-cola product?

a. Daily
b. Once in a week
c. Few times in a month
d. Occasionally
Daily

Once in a week

Few times in a month

Ocassionally

15%
33%

25%

27%

Interpretation
The demand of coca-cola in these Blocks is flexible due to the occasion. Demand of
Coca-Cola gets increased due to the wedding seasons and festivals. From the survey I
have found that 33% of demand of coca-cola is due to the occasions then 27% buy it
few times in months. 25% of customer buys coca-cola once in the week and 15%buy
daily. So, most of the customers here buy the Coca-Cola products few times in a
month.

Page83

Q3. Why do you like Coca-Cola products?

a. Taste
b. Price
c. Availability
d. Brand

Brand
19%
Taste
30%
Availability
25%

Price
26%

Interpretation
From the survey I got conclusion that why people like to have Coca-Cola products
30% of the customers replied that they buy Coca-Cola products due to its taste 26%
get influenced by its pricing. Then we can say that Coca-Cola products are having
good test thats why people demand it and this cause the availability of Coca-Cola in
these areas.

Page84

Q 4.Which size of Cola-Cola product you mostly purchase?

a. 200ml
b. 600ml
c. 1.25lt
d. 2lt

45
40
35
30
25
20
15
10
5
0
200 ml

600 ml

1.25 lt.

2 lt.

Interpretation
I have got knowledge about the demand of the size of the products of Coca-Cola from
this survey. Mostly 200ml bottle is demanded more and then 2lt. 600ml ml and last
1.25lt. Due to the least price customers demand for the 200mt RGB is more because
of easily availability on shops.

Page85

Q5. How do you perceive the price of the Coca-Cola?

a. Very High
b. High
c. Average
d. Low

56%

18%

Very High
High

77%

Average
Low

5%

21%

Interpretation
In my survey I have found that the price of Coca-Cola products is average. Most of
the respondent responds that price is average then high and low. They compare it with
competitors price and quality and then they said that its price is easily affordable.
Coca-Cola products are available in different sizes and its availability in these areas is
compared to other.

Page86

Q6. Do you find any price difference of coca-cola in rural and urban market?
Yes / No

No
20%

Yes
80%

Interpretation
Most of the customers replied yes, they have experienced the price difference in the
market of rural and urban. Due to the scarcity of electricity and transport facility
retailers charge more to the customer. About 80% of the respondent said yes.

Page87

Q7. Is Coca-Cola product easily available on retail shop?

Yes/ No

73

27

Yes

No

Interpretation
Coca-cola is easily available on the retail shop in the area that I have surveyed in my
internship. From this question I am able to find the availability of the products. The
customers of these Blocks are well known about the Coca-Cola products. I have found
that about of the total respondent said yes that the availability of Coca-Cola in their
villages is more than any other.

Page88

Q8. If you do not find coca-cola products on shop you visit then what will be your
decision?
a. Drop the idea of buying
b. Go to another shop
c. Try another brand

Drop the idea of

buying
26%

Try another brand

30%

Go to another retail
44%

Interpretation
Most of the customer replied that if they do not have the Coca-Cola products at shop
they visit, they move to the other shop. It means demand of Coca-Cola in those areas
very high. They are not changing the brand and also they are not dropping the idea of
buying. So we can easily analyze that they are very fond of brand due to its easily
availability and price.

Page89

Q9. Do you think Coca-Cola products provide true value for money?
Yes /No
Yes

No

13%

87%

Interpretation
Yes, coca-cola provides true value for money is the most answer. The customers are
satisfied with the Coca-Cola products. This survey acknowledges us that the
customers are satisfied with the Cola-Cola products. The customers use to buy this
product because they are getting value product for the money.

Page90

Q10. Which Promotional activity influences you most?

a. Wall painting
b. Hoarding
c. Mobile-Van
d. Television advertisement

57

15

Wall Painting

20

Hoarding
Mobile Van
Television
Advertisment

Interpretation
Most of the customers are influenced by the wall painting advertisement method, then
television advertisement, mobile van and then hoardings. We can say that advertising
tools in the rural market of these surveyed blocks is wall painting. Television
advertisement, mobile van and hoarding advertisement are used as the advertising tool
in these blocks but wall painting has influenced most to the customer.

Page91

Q11. Do you easily recognize the Coca-Cola products?

Yes/No

60
40

Yes

No

Interpretation
Most of the people of these surveyed areas are very much aware about of the CocaCola products. They can easily recognize the Coca-Cola Products. They are able to
distinguish its products from the competitors. About 60% replied that yes they can
recognize Coca-Cola products easily. So, we can say that awareness among them is
comparatively good. There is good availability of product thats why they
differentiate its products easily.

Page92

Q12. Delivery of Coca-Cola products is?

a. Excellent
b. Good
c. Average
d. Not good
Not Good
1%

Average
21%

Excellent
45%

Good
33%

Interpretation
Delivery of the Coca-Cola products I these blocks are appreciated by the customer
and this rated it as excellent category. Most of the people about 45% replied that
availability of its products is excellent. 33% said good and 21% said average.

Page93

Q 13.How likely it is that you recommended Coca-Cola to your friends?

a. Always
b. Never
c. Sometimes
d. Dont know
Always

Never

Sometimes

Dont Know

9%
10%

23%

58%

Interpretation
During the survey I have found that 58% respond that they will suggest their friends
about the Coca-Cola products. The second respond comes that they will never
recommend its product to their friend. Then 10% said sometime they will recommend
it to their known. We can say that they suggest Coca-Cola to their friends because it is
easily available on the shops nearby.

Page94

Q14. Logo of the brand can build recognition to me.

1-Disagree,
2-Neutral,
3-Agree,
4-Strongly agree

Agree
23%
Strongly agree
26%

Disagree
12%
Neutral
39%

Interpretation
After asking the question that logo of the Coca-Cola products give the recognition
there is neutral response it is about 39% and 26% customers are strongly agree to this
question. They think that its products give them recognition among the people. CocaCola has created a good image among the customer due to its availability and they
feel recognize to have the products like Coca-Cola.

Page95

Q15. Any suggestions to increase the market share?

Interpretation
There is a big issue of electricity and transportation in the area that I visited during my
survey.
There is absence of VC cooler and less number of distributorship in those areas. If
Coca-Cola Company takes action accordance with these it will definitely raise its
market share.

Page96

ANALYSIS OF DATA:Fieldwork
The fieldwork was carried out by the researcher mainly with the view to get a
generalized market view about the rural market.
The research was mainly carried in the potential Blocks of Patna
The Major market Blocks of Patna are 1.

Sampatchak

2.

Daniawan

3.

Fatuhan

4.

Khushrupur

5.

Phulwarisarif

SAMPATCHAK
RGB (Returnable glass bottle)
From the above graph it can be seen that the
Coke share in the Sampatchak is 75% and
Pepsi has share of 20 % and other soft drink
has 5% share. So, Coke is the brand leader as
well as dominant player in the soft drink
market.

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PET (Poly Ethylene Tricyclene)

PET
In the above graph it was found that the market was dominated by 500ml pet
bottles and the market was too fluctuating because of the scheme of 100 ml extra with
the 500 ml bottle. And Coke percentage share is 52 %.

Juice Segment

Juice Segment

Page98

From this graph, Maaza has a big share of57% along with other competitors like Slice
has 38 % of share and others has 5 %..So, Still Maaza is the leading player in the juice
segment.
Can Drinks:

Can Drinks
From the above graph it can be seen that the Coke share in the Khusrupur is 54% and
Pepsi has share of 36 % and other soft drink has 10% share. So, Coke is the brand
leader as well as dominant player in the soft drink market.

Water

The above graph depicts that Bisleri is having 60% of market share as the leader in
the water segment products. Followed by Shree with 25% and rest of the area covered
by aquafina and kinley with 10% and 5%.

Page99

SIZE OF VISICOOLER IN 100 OUTLETS (SURVEYED)

1%
2%

7%

8%
20 C/S
9 C/S
7 C/S
4 C/S
2 C/S
82%

VISICOOLER

CHANNEL OF THE COCA-COLA COMPANY CONSIDERING

SURVEYED (100) LETS.

5%

29%

CONVENIENCE
GROCERY
E&D
66%

CHANNEL OF THE COCA-COLA

Page100

FINDINGS

Price factor (price has increased in comparison of 20011-12).

Competition with local soft drink.

Competition with local brands like Trina, Railneer, Aquafina & Bislari c/s
problem.

Irregular supply in deeper areas.

Find purity Coca-Cola visi-coolers.

I found so many visicooler of the Company in different areas.

Found so many outlets that wants visicooler From Coca-Cola.

Also found dead and useless coolers.

Some retailers complain about the service & repairing of cooler

No Demand Fulfilment of the Retailers by the Distributors.

Supply Limited Only To the Existing Retailers.

Late Starting Of the Coke Route Selling Auto Compared To the Pepsi Van.

No Awareness of Any Activity Run By The Coke Among Retailers.

No Awareness about Any Schemes Run By the Company among the

Customers.

Fat dealers eating Away the Market Share.

Fat dealers Creating Scheme Difference.

Fat dealers diminishing the Company Image.

Infiltration Creating War between the Distributors.

Infiltration Creating Difference in Price and Schemes.

Page101

CONCLUSION

I had a project report on the Availability of Coca-Cola in Rural market. The

research report work conducted in different Blocks of Patna District.

Blocks like:-Sampatchak, Daniawan, Fatuhan rmore, I conclude the work study

that the marketing strategy of Coca-Cola is better than its main competitor.

The sales promotion techniques like-Discount to monopoly retailers & schemes on

products better than the competitors.

The market share of Coke products is higher than the other products.

Sprite and Maaza are theleading brand of Coca-Cola in different regions.

Sale of product is based on display 1lecause we saw this in Rural market.

Company investing more focus now in rural Areas on his retailers.

Advertising campaigns of Coca-Cola now can seen easily in villages like sign
board, hoardings on highway, banners @ outlets. I found the proper display of
products in racks& in coolers.

Sales of products has increased rapidly in Rural market where I did work for the
research project.

Page102

RECOMMENDATIONS
(SUGGESTIONS)

The company should measure retailer's satisfaction regularly.

Company can increase the sale when it considering more on retailers, their
suggestions or complaints about service or product so that necessary action
can be taken.

Review meeting should be often held so that the working pattern of the
executives can be checked and improved if needed.

Company representatives should visit retailers and should make a long term
relationship with retailers so that they can push the product.

Since customers are value maximizes and their-expectations to the brands is

high, as the brand image shows their quality is supervene so the company
should also take feedback time to time. By this they can make their brand
loyal.

Distributors should be convinced to pass the incentives to the retailers so that

they are motivated to promote this brand.

Increase the number of dealers and retailers as this will help in making high
sale volume.

Cash discount should be competitive and luring.

Company should attain on small outlets so their sale can Increase.

For marketing strategy of company should divers it business in

related this sector like ice-creams, butter & chocolates because of company
have visicoolers in must outlets.

Now company should launch new taste of soft drinks, like recently launched
minute maid pulpy orange in the juice sector, also for other flavor too.

Company should search new area for increase in the sales.

In winter Season Company should give more discount & schemes to retailers
so they sell more of our product.

Company must make new strategy to fight local cold drinks brands.

Company should give new dealership on small towns.

Try to make prompt changes in the price of products if competition demands.

Company should try to maintain manpower.

Page103

LIMITATIONS OF THE RESEARCH WORK

Considering the fact that nothing is perfect in the world. Every individual bound
to make mistake at some points.

The study was restricted to Patna District only, so it was difficult to generate
interpretations out of the findings. Which would be applicable all over the nation.

Limited knowledge of the researcher in the field of research may lead to

interpretations errors.

The respondents may be influenced by other factors.

Information collected took approx 45 days.

A busy schedule of dealers/retailers also make the collation of information very

difficult one.

The projection is purely based on verbal meetings and may be influenced by

unprecedented factors.

Non cooperative behavior of respondents was a big problem in the survey.

While studying the report the above fact should be taken into consideration.

The minor concept & techniques at the marketing management are used
significantly in the project concern.

The research was based on primary collection of data through voice interview so
there may be chances of human errors and biasness.

The research was dependent on the information provided.

As associated with every project, time and money were the major limitations with
the project.

Page104

SCOPE OF THE STUDY

TO THE RESEARCHER:

It gives a chance to use the conceptual knowledge in actual environment and

prepares the researcher to use the knowledge for better in his future endeavors.

It helped in assessing the factor, which influenced the retailers purchasing and
selling products to the consumer for Coca-Cola.

The study is essential for the researcher in partial fulfillment of management

curriculum. The study gave the researcher the experience to conduct survey.

TO THE COMPANY:

Cold drinks companies are facing a great competition nowadays. Consumers

are very much aware and curious about safety products, service, brands and
other upcoming products. The study provides an insight-to the company that
what kind of strategies must be adopted in order to sell more products to
consumers and also satisfying them.

TO OTHERS:

The study gave an insight into various aspects of the beverage companies,
discussed in this study. One can easily come to know about what is happening
in beverage companies in the current environment. How they make attraction
of retailers & consumer minds.

Page105

BIBLIOGRAPHY

Page106

BIBLIOGRAPHY
Books
Kotler Philip, Principles of Marketing, India, Pearson, 2011 13th edition, Pg no.80-96
Notes provided by Capability Executive.
Beverage Daily (March 12, 2007). Energy Drinks Boost US Beverage Market.
Beverage World (March 15, 2007). Word from Wall Street.
Brand Keys, Inc. (2011). Brand Keys Customer Loyalty Leaders 2011.

Web sites
http://www.brandkeys.com/awards/leaders.cfm
http://www.beveragedaily.com/Markets/Energy-drinks-boost-US-beverage-market
http://www.beverageworld.com/index2.php?option=com_content&do_pdf=1&id=330
14
http://bba353cocacolagroup.wikispaces.com/file/view/Report.pdf

Page107

QUESTIONNAIRE
Name -

Block-

Age-

Gender -

Q 1.You preferred to which soft drinks?

a. Coca-cola
b. Pepsi
c. Banta (Local soft drinks)
d. Just Chill (Local soft drinks)
Q2. How often do you buy Coca-Cola product?
a. Daily
b. Once in a week
c. few times in a month
d. Occasionally
Q3. Why do you like Coca-Cola products?
a. Taste
b. Price
c. Availability
d. Brand
Q 4.Which size of Cola-Cola product you mostly purchase?
a. 200ml
b. 600ml
c. 1.25lt
d. 2lt

Page108

Q5. How do you perceive the price of the Coca-Cola?

a. Very High
b. High
c. Average
Q6. Do you find any price difference of coca-cola in rural and urban market?
Yes / No
Q7. Is Coca-Cola product easily available on retail shop?
Yes/ No
Q8. If you do not find Coca-Cola products on shop you visit then what will be your
decision?
a. Drop the idea of buying
b. Go to another shop
c. Try another brand
Q9. Do you think Coca-Cola products provide true value for money?
Yes /No
Q10. Which Promotional activity influences you most?
a. Wall painting
b. Hoarding
c. Mobile-Van
d. Television advertisement
Q11. Do you easily recognize the Coca-Cola products?
Yes/No

Page109

Q12.. Delivery of Coca-Cola products is?

a. Excellent
b. Good
c. Average
d. Not good
Q 13.How likely it is that you recommended Coca-Cola to your friends?
a. Always
b. Never
c. Sometimes
d. Dont know
Q14. Logo of the brand can build recognition to you.
1-Disagree,
2-Neutral,
3-Agree,
4-Strongly agree
Q15. Any suggestions to increase the market share?

Page110