Project Report

ON
AN ANALYSIS OF SALES AND DISTRIBUTION
OPERATION OF COCA COLA IN LUCKNOW
PREPARED FOR AND PRESENTED TO
ADVANCE SALES & SERVICE PVT.LTD (COCA-COLA), LUCKNOW

Master of Business Administration

(MBA)

Submitted To :By :Por.

SINGH

Dr. S.H. ALLI

Submitted
VIPIN
Roll

No.1036070043
MBA 3rd semester

GOEL INSTITUTE OF TECHNOLOGY &

MANAGEMENT COLLEGE, FAIZABAD ROAD
LUCKNOW (U.P.), INDIA

ACKNOWLEDGEMENT
As we know that research work needs hard work, keen insight and
patience with scholarly vision based on constant operation, it
needs inspiration from the subject and assistance from the expert
w a s r e a l l y f o r t u n a t e . I w o u l d l i k e t o t h a n k m y p r o j e c t g u i d e , M r.
Vyo m S r i v a s t a v a t h e M a r k e t i n g D i s t r i b u t i o n M a n a g e r a n d M r s .
Var s h a s h u k l a f o r h i s c o n s i s t e n t e n c o u r a g e m e n t a n d f o r p r o v i d i n g
me necessary information about marketing.
I would like to express my sincere gratitude to all those people
w h o h e l p e d m e i n r e s e a r c h w o r k . I w o u l d l i k e t o t h a n k , M r.
Shadab and all the Depot staff who helped me at every step. I take
the opportunity to acknowledge and express sincere thanks for
their inspiration and perfect guidance and encouragement given to
m e b y M r. S . C . M ATH U R f o r b u i l d i n g c o n c r e t e p l a t f o r m b e f o r e
sending me on training.
L a s t l y, I w o u l d l i k e t o t h a n k a l l m y f r i e n d s f o r t h e i r s u p p o r t a n d
help.

VIPIN SINGH
MBA 3rd Semester

DECLARATION

I h e r e b y d e c l a r e t h a t t h e p r o j e c t r e p o r t t i t l e d A N AN A LYS I S O F
S A L E S AN D D I S T R I B U T I O N O P E R ATI O N O F C O C A - C O L A I N
LUCKNOW is my own work and has been carried out under the
a b l e g u i d a n c e o f M r. Vyo m S r i v a s t a v a t h e M a r k e t i n g D i s t r i b u t i o n
Manager
in partial fulfillment of the requirements of the
postgraduate diploma in management of
GOEL INSTITUTE OF TECHNOLOGY & MANAGEMENT
C O L L E G E , FAI Z A B A D R O A D
L U C K N O W Al l t h e f i n d i n g s a n d a n a l y s i s i n t h i s p r o j e c t r e p o r t a r e
true, authentic and impartial. The data gathered for the purpose of
this report will not be made public and will be kept confidential,
except for academic purpose.
All care has been taken to keep this report error free and I
sincerely regret for any unintended discrepancies that might have
crept into this report. I shall be highly obliged if errors (if any)
be brought to my attention.

CONTENTS

TAB L E O F C O N T E N T S
Title page
Acknowledgement
Certificate from organization

SECTION A
I N D U S T RY & C O MPAN Y P R O F I L E

Industry Background
Competitive Situation
Company background
Organization Chart
Product Range
Financial position of the company

SECTION B
T H E P R O J E C T P RO F I L E

Why this project was undertaken

Problem environment and problem being faced
What does Company expects to do by solving the problem
S o w t a n a l ys i s

SECTION C
T H E P R O J E C T-B A C K G R O U N D & M E T H O D O L O G Y
Research problem
Research objective and related sub objectives
Information

requirements

in

detail

and

source

of

information
Choice of research design alternatives and choice
R e s e a r c h i n s t r u m e n t u s e d d e t a i l s a n d w h y?
Sampling technique used and sample size why?
Fieldwork method used for data collection
A n a l yt i c a l t o o l s u s e d
Limitations

SECTION D
A N A LYS I S
A n a l ys i s
Sample profile
Primary data tabulation and interpretation
Cross and other analysis
Interpretations and findings
Conclusion
Suggestions
Questionnaire
Bibliography

INDUSTRY BACKGROUND
Development of the first man made sparkling or carbonated water
is

credited

to

Joseph

P r i e s t l y,

the

British

scientist

who

discovered oxygen. In 1772, he invented a method of pushing

cordon dioxide in to water by dissolving it under pressure, thus
creating

fairly

long-

lasting

bubbles.

The

technique

led

to

development of the soft- drink industry.

By the beginning of the 19 century carbonated water was being
made

commercially

in

France

and

North

Am e r i c a ;

shortly

t h e r e a f t e r, f l a v o u r s ( n o r m a l l y f r u i t c o n c e n t r a t e s ) w e r e a d d e d t o
enliven

the

taste.

In

the

1820s,

small

carbonated

bottling

operations were established in Canada, producing carbonated

drinks in refillable bottles which were merchandised as medicinal
elixirs or tonics.
The principle of pushing carbon dioxide is still used. But now
the water is first purified in a process known as polishing.
Cooled carbon dioxide is then injected at pressures of 275-550
kilopascals. Some of the early drinks bottled in Canada were
c a l l e d B i r c h b e e r, G i n g e r b e e r, S a r s a p a r i l l a , S o u r L e m o n , S o d a
Wat e r a n d C r e a m S o d a . T h e f i r s t c a r b o n a t e d b e v e r a g e s o r p o p
bottles were sealed with corks held tightly in place with a wire
b i n d i n g . Wir e d c o r k c l o s u r e s w e r e u s e d u n t i l a b o u t 1 8 8 4 w i t h
C o d d s P a t e n t e d G l o b e S t o p p e r s . T h e C r o w n c a p w a s i n t r o d u c e d
around

1905

and

improved

versions

are

still

widely

used,

although they are gradually being replaced, especially on larger

containers, with reclosable screw caps.
Other packaging innovations since the mid-1960s include canned
carbonated beverages, non returnable glass bottles and container
m a d e f r o m r i g i d p l a s t i c s . H o w e v e r, a n e f f o r t i s b e i n g m a d e o f t e n
through provincial legislation, to increase the use of returnable
glass containers

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

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

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

C O M PAN Y B A C K - G R O U N D
Coca Cola company is the global company and has completed
1 2 2 ye a r s o f c o n s u m e r s e r v i c e w i t h s o m e o f t h e w o r l d s m o s t
widely recognized brands , the coca-cola business in INDIA, as in
each country where they operate, is a local business . Their
beverage is produced locally employing Indian citizen, their
p r o d u c t r a n g e a n d m a r k e t i n g r e f l e c t s I n d i a n t a s t e a n d l i f e s t yl e s .

A f t e r a 1 6 ye a r s a b s e n c e , C o c a - C o l a r e t u r n e d t o I n d i a i n 1 9 9 3 .
The company presence in India was cemented in November that
y e a r i n a d e a l t h a t g a v e C o c a - C o l a o w n e r s h i p o f t h e n a t i o n s t o p
soft drinks brands and bottling network .Coca-Cola India has
made significant investment to builds and continually improve its
business in India , including new production
facilities ,
wastewater treatment
plants , and distribution system and
marketing equipment .
C o c a - c o l a b u s i n e s s s y s t e m d i r e c t l y e m p l o ys a p p r o x i m a t e l y 6 0 0 0
local people in India. In fact, they indirectly create employment
for more than 1, 25,000 people in related industries through their
v a s t p r o c u r e m e n t , s u p p l y a n d d i s t r i b u t i o n s ys t e m s . Vir t u a l l y a l l
the goods and services required to be produced and marketed by
coca- cola locally are made in India.

T h e c o c a - c o l a s ys t e m i n I n d i a c o m p r i s e s 2 7 w h o l l y o w n e d
companies -owned bottling operations and another 17 franchise
owned bottling operations. A network of 29 contracts packers
a l s o m a n u f a c t u r e s a r a n g e o f p r o d u c t s f o r t h e c o m p a n y. T h e
complexity of the Indian market is reflected in the distribution
fleet, which include 10 tones trucks, open bay three wheelers that
c a n n a v i g a t e t h e n a r r o w a l l e yw a ys o f I n d i a n c i t i e s , a n d t r a d e m a r k
tricycles and pushcarts.

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

The pricing is quite essential in the business and any minor

10

c h a n g e c a n l e a d t o h u g e c h a n g e s i n f o r t u n e s . Ad v e r t i s i n g h e r e i s
conventional, not in content but in terms of time frames.
E v e r yt h i n g b o i l s d o w n t o a d v e r t i s i n g a n d d i s t r i b u t i o n s t r a t e g i e s ,
its plan or lack of them for the non-cola segment , plan of attack
in rural markets , and its profitability and growth rates.

Soft drinks have fairly high elasticity of demand, which ensures

that producers must strike a fine balance between prices and sales
volumes. Coke has decided to peg prices similar to other products
and tries to gain market share through vigorous promotional
activities.
T h e i n f r a s t r u c t u r a l c o s t a r e h i g h b u t yo u h a v e t o r e w o r k yo u r
other costs like credits and discounts and bring them down ,
which is exactly what it is doing at the moments.
Coke sells mostly through fat dealers who sell the products of
both companies and they undercut all the time. There are plenty
of innovations possible in distribution that can cut costs. For the
s a m e n o o f a c c o u n t s i n t h e n o r t h yo u r e q u i r e m o r e p e o p l e ,
vehicles, and basically more expenditure. Therefore it makes
sense to pre-sell or in other words, book orders and then sell this
reduces recurring costs and revenue expenditure comes down.

11

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

D r. J o h n S t i t h P e m b e r t o n f o r t h e f i r s t t i m e p r o d u c e d t h e s y r u p f o r
Coca-Cola on May 8, 1886. Coca-Cola originated as a soda fountain
beverage in 1886 selling 5 cents for a glass. Early growth was
i m p r e s s i v e , b u t i t w a s o n l y w h e n a s t r o n g b o t t l i n g s ys t e m d e v e l o p e d
t h a t C o c a - C o l a b e c a m e t h e w o r l d f a m o u s b r a n d i t i s t o d a y.
The Coca-Cola offers more than 400 brands in over 200 countries. From
Inca Kola, a soft drink found in north & south America and Samurai, an
e n e r g y d r i n k a v a i l a b l e i n As i a , t o Vit a , a n Af r i c a n j u i c e d r i n k a n d B o n
Aqua, a water found in 4 continents. The Coca-Cola Company is
d e d i c a t e d t o n o t o n l y p r o d u c i n g q u a l i t y p r o d u c t s , b u t s a t i s f yi n g t h e
t h i r s t f o r o p p o r t u n i t y, e d u c a t i o n a n d e c o n o m i c d e v e l o p m e n t a c r o s s t h e
Globe. Our product variety spans the Globe.

12

C O M PAN Y P R O F I L E
The Coca-Cola Company is the Global soft drink industry leader; with
world

headquarter

in

At l a n t a ,

Georgia.

The

company

and

its

s u b s i d i a r i e s a n d b e v e r a g e b a s e s f o r C o c a - C o l a , t h e c o m p a n y s f l a g s h i p
brand, and over 160 other company soft drink brands are manufactured
and sold by The Coca-Cola Company and its subsidiaries in nearly 200
countries around the world. In fact, approximately 70% of company
volume and 80% of company profit come from outside the United
States.

The

products

of

The

Coca-Cola

Company

touch

lives

e v e r yw h e r e . T h e i r c o r e b r a n d s h a v e m a d e a n i m p a c t a r o u n d t h e w o r l d ,
brands such as Fanta, Sprite and of course, Coca-Cola are available and
recognized in many countries. Each of their brands is distributed in one
or more countries are tailored to the cultures and taste of those
consumers. So where you are sure to find a coca-cola product.
After a 16 years absence, Coca-Cola returned to India in 1993. The
c o m p a n y p r e s e n c e i n I n d i a w a s c e m e n t e d i n N o v e m b e r t h a t ye a r i n a
d e a l t h a t g a v e C o c a - C o l a o w n e r s h i p o f t h e n a t i o n s t o p s o f t - d r i n k
brands and bottling network. Coca-Cola India has made significant
investments to build and continually improve its business in India,
including new production facilities, wastewater treatment plants, and
d i s t r i b u t i o n s ys t e m s a n d m a r k e t i n g e q u i p m e n t .

During the past decade, the Coca-Cola system has invested more than
U S $ 1 b i l l i o n i n I n d i a . C o c a - C o l a i s o n e o f t h e c o u n t r y s t o p
international investors. In 2003, Coca-Cola India pledged to invest a
f u r t h e r U S $ 1 0 0 m i l l i o n i n i t s o p e r a t i o n s . C o c a - C o l a b u s i n e s s s ys t e m
d i r e c t l y e m p l o ys a p p r o x i m a t e l y 6 0 0 0 l o c a l p e o p l e i n I n d i a . I n I n d i a , w e
indirectly create employment for more than 1, 25,000 people in related
industries

through

our

vast

procurement,

supply

and

distribution

s ys t e m . Vir t u a l l y a l l t h e g o o d s a n d s e r v i c e s r e q u i r e d t o p r o d u c e a n d
market Coca-Cola locally are made in Indi

13

eKOsystem

T h e C o c a - C o l a E n v i r o n m e n t a l M a n a g e m e n t S ys t e m . T h e C o c a - C o l a
C o m p a n y h a s 7 8 m a n u f a c t u r i n g l o c a t i o n a c r o s s 2 4 s t a t e s o f t h e c o u n t r y.
T h e C o m p a n y h a s o n e s i n g l e e n v i r o n m e n t a l s ys t e m , e K O s ys t e m ,
implemented at all its operations in 202 countries across the world. The
e K O s ys t e m i s a t o o l t h a t i n t e g r a t e s e n v i r o n m e n t m a n a g e m e n t w i t h
business planning cycle. The eKO system primarily comprises of two
m a i n f a c e t s n a m e l y:

(i)

Environment and

(ii)

ESafety and loss Prevention (SLP)

B o t h t h e f a c e t s a r e a l i g n e d w i t h i n t e r n a t i o n a l m a n a g e m e n t s ys t e m
standards, ISO 14001 for Environment Management and OSHAS 18001
f o r S a f e t y M a n a g e m e n t . As o n J u n e 2 0 0 8 , 4 0 m a n u f a c t u r i n g u n i t s a r e
certified to ISO 14001 and 8 units are certified to OSHAS 18001
s t a n d a r d s . C o m p a n y o w n e d b o t t l i n g o p e r a t i o n s a t Var a n a s i r e c e i v e d
p r e s t i g i o u s G o l d e n P e a c o c k Awa r d o n E n v i r o n m e n t M a n a g e m e n t f o r
2005. The same award was also received by the company operations at
D a s n a , Am e e n p u r, a n d B a d d i f o r 2 0 0 4 , 2 0 0 3 a n d 2 0 0 2 r e s p e c t i v e l y. T h e
a w a r d s a r e c o n f e r r e d b y I n s t i t u t e o f D i r e c t o r s i n a s s o c i a t i o n w i t h Wor l d
Environment

Foundation

(WEF)

implementation of Environmental

in

recognition

of

effective

a n d Q u a l i t y M a n a g e m e n t S ys t e m

(EMS) by these units.

14

Some of the Prime Environmental considerations followed in business

decision are:

1. Environmental due diligence before acquiring land.

2. Environmental impact assessment before commencing operations.
3 . G r o u n d w a t e r a n d e n v i r o n m e n t a l s u r v e ys b e f o r e s e l e c t i n g s i t e s .
4. Diligent compliance with all regulatory environmental requirements.
5. Ban on purchase of refrigeration equipment containing CFCs (known
to be Ozone depleting).

6. Installation of effluent treatment plant at each manufacturing

locations.

7. Separate collection and treatment of domestic and industrial effluent

as per Company OR Local Standard.

15

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

The Coca-Cola eKOsystem are governed

by five major policies that affirm the
environmental responsibilities of The
Coca-Cola
Company
and
serve
as
guidelines for our business partners
around the world. Each of these policies
is supported by specific requirements
and practices that govern our daily
operations and are fundamental to achieving results consistent
with environmental leadership.

Our Five Policies are:

1.

COMMITMENT

2.

COMPLIANCE & BEYOND

3.

A C C O U N TAB I L I T Y

4.

CITIZENSHIP

5.

BELIEF

1.

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

16

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

develops

training

programs

to

address

environmental topics and provides guidance on implementation.

The Company works with our bottling partners to help
them
implement,
at
a
minimum,
T h e C o c a - C o l a e K O s ys t e m o r a n e q u i v a l e n t e n v i r o n m e n t a l
m a n a g e m e n t s ys t e m .

17

.
2 . C O M P L I A N C E AN D B E Y O N D :

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

18

Informing Stake Holders

The Company establishes mechanisms to
communicate effectively with employees, consumers,
governments, shareowners and other stakeholders on
environmental performance, including environmental
reporting.

T h e C o m p a n y, i n c o n j u n c t i o n w i t h l o c a l o p e r a t i o n s a s
appropriate, communicates with stakeholders on
environmental performance.
Environmental Due Diligence
Operations conduct environmental due diligence
assessments prior to acquiring, selling or leasing real
estate
The Company conducts due-diligence assessments of
Company- led real estate transactions.

19

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

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

T h e C o m p a n y' s c o r p o r a t e f u n c t i o n c o n d u c t s E H S
compliance audits of all company
owned bottling operations and other facilities
identified by Corporate Legal at
regular intervals.
Local Company management (i.e.,
Divisions/Regions) conducts internal EHS
a u d i t s p e r i o d i c a l l y.

20

4. CITIZENSHIP:
S e e k i n g S u p p o r t O f Al l F o r E f f e c t i n g P o s i t i v e
Environmental Contribution
We s e e k t o c o o p e r a t e w i t h p u b l i c , p r i v a t e a n d
g o v e r n m e n t a l o r g a n i z a t i o n s i n i d e n t i f yi n g s o l u t i o n s t o
e n v i r o n m e n t a l c h a l l e n g e s . We d i r e c t o u r c o m p a n y' s s k i l l s ,
energies and resources toward activities and issues where
we can make a positive and effective contribution.
Stewardship - The Coca-Cola Identity
We a r e s t e w a r d s o f b r a n d s u n i v e r s a l l y r e c o g n i z e d f o r
q u a l i t y a n d c o n s i s t e n c y. Wit h t h a t s t e w a r d s h i p c o m e s
the expectation of excellence in our business
conduct, which is essential if we are to continue to
be trusted neighbors in the communities where we do
business. Our efforts on the environment are
inclusive and proactive at the local, division and
corporate levels.
We a c t r e s p o n s i b l y, d o i n g t h e r i g h t t h i n g w i t h
regard to the local and global environment as we
build and nurture strong brands.
As responsible
stewards of the environment and our brands, we will
take progressive actions that focus on minimizing
our impact on the environment and strive for
continuous improvement.
We h a v e a s o u r g o a l t o l e a d o n t h e e n v i r o n m e n t ,
through commitment and innovation in the communities
w h e r e w e d o b u s i n e s s . We p r o v i d e l e a d e r s h i p i n t h r e e
critical areas:
Wat e r e f f i c i e n c y a n d w a t e r q u a l i t y
Energy efficiency
Eliminating or minimizing solid waste

Considerations and operations.

Our activities focus on community involvement based on
understanding local and global environmental issues,

21

leadership on research to provide innovative solutions, and

open and ongoing dialogue on our environmental efforts.
The company and operations share best practices on
resource management techniques amongst each other and,
where appropriate, with local communities.

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

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

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

And we are a local citizen, understanding our

responsibility to contribute to an improved quality of life
in our communities.
C o m m i t m e n t To Q u a l i t y: T h e C o c a - C o l a
Quality System is a worldwide initiative
involving every aspect of their business.
E v e r yo n e w h o w o r k s f o r o r w i t h C o c a - C o l a
is empowered and expected to maintain the
highest standards of quality in products,
processes and relationships. They are
never content to let our standards become static. The
C o c a - C o l a Q u a l i t y S ys t e m m a n d a t e s i n - d e p t h s e l f assessment throughout their operations, by all their
business units. This enables them to raise their standards
e v e n h i g h e r.
In their ingredient evaluation laboratories, for example,
t h e y p e r f o r m p r e c i s e a n a l ys i s o f f r u i t j u i c e s a n d o t h e r
ingredients sent to them by their suppliers, to ensure and

22

t o i m p r o v e p r o d u c t q u a l i t y. T h e i r p r o c e s s e s , t o o , u n d e r g o
constant

S c r u t i n y, t o s a f e - g u a r d t h e w a t e r t h e y u s e i n t h e i r p r o d u c t s
and the packaging that carries them to their consumers.
They inform and educate their business partners about
their standards, so that they meet the highest quality
requirements. Under the Coca-Cola Quality System,
quality is their highest business objective and their
enduring obligation.
Code of Business Conduct: to reaffirm their commitment
to ethical behaviour as an organization and as individuals,
they issued a revised code of business conduct in 2002 to
every employee worldwide. This code continues to serve as
a guide to their actions, advancing and protecting their
c o r e v a l u e s o f H o n e s t y, I n t e g r i t y,
D i v e r s i t y,
Q u a l i t y,
Respect,
R e s p o n s i b i l i t y a n d Ac c o u n t a b i l i t y
It presents the information in
c l e a r, e a s y- t o u n d e r s t a n d t e r m s ,
adding procedural guidelines that
establish steps for investigating
and
addressing
possible
violations of the code. It also
extend its scope to the conduct of
company directors, as well as
e m p l o ye e s a n d o f f i c e r s . T h e s e c h a n g e s a n d a d d i t i o n s m a k e
The Coca-Cola Company Code of business conduct a
powerful
r e s o u r c e f o r p r o t e c t i n g t h e i r C o m p a n y s
r e p u t a t i o n f o r i n t e g r i t y.

23

M I S S I O N , VI S I O N , VAL U E S & D I V E R S I T Y

Mission
Create consumer products services and communications customers
s e r v i c e a n d b o t t l i n g s ys t e m s t r a t e g y p r o c e s s a n d t o o l s i n o r d e r t o c r e a t e
competitive advantage and deliver superior value to-Consumers as a
superior beverage experience.

Consumers as an opportunity to grow profit through the use of

finished drinks.

Bottlers as an opportunity to make reasonable to grow profits and

value added.

Suppliers as an opportunity to make reasonable when creating

r e a l v a l u e a d d e d i n e n v i r o n m e n t o f s ys t e m w i d e t e a m w o r k ,
f l e x i b l e b u s i n e s s s ys t e m a n d c o n t i n u o u s i m p r o v e m e n t .

Indian society in form of contribution to economic and

social development.

Vis i o n

P R O F I T: M a x i m i z i n g r e t u r n t o s h a r e o w n e r s w h i l e b e i n g m i n d f u l
of our overall responsibilities.

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

to be the best they can be.

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

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

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

Val u e s

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

Leadership: "The courage to shape a better future"

Passion: "Committed in heart and mind"

Integrity: "Be real"

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

Collaboration: "Leverage collective genius"

Innovation: "Seek, imagine, create, delight"

Quality: "What we do, we do well"

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

LEADERSHIP

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

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

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

Atul Singh

President & Chief Executive Officer, Coca-Cola India

Atul Singh is the President & CEO of Coca-Cola India, a responsibility

that he took over on September 1, 2005 after working as the President
o f E a s t , C e n t r a l & S o u t h ( E C S ) C h i n a D i v i s i o n o f C o c a - C o l a . At u l i s
responsible for Coca-Colas operations in India, Sri Lanka,
Bangladesh, Bhutan, Nepal and the Maldives.

Under his stewardship, Coca-Colas business in India has undergone

major transformation and reported eleven consecutive quarters of
g r o w t h . T h i s i s a r e c o r d f o r t h e c o m p a n y.
L a s t Q u a r t e r o f F i n a n c i a l ye a r 2 0 0 8 - 0 9 i . e . J a n - M a r w a s t h e m o s t
p r o f i t a b l e o n e f o r t h e c o m p a n y.

A t u l j o i n e d T h e C o c a - C o l a C o m p a n y i n 1 9 9 8 a s Vic e P r e s i d e n t ,
Operations of Coca-Cola, India Division. He led the Franchise
O p e r a t i o n s a n d K e y Ac c o u n t s g r o u p o f t h e I n d i a D i v i s i o n f r o m 1 9 9 8 t o
2001.

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

and strategic Key Customer

a member of the Customer
served as Deputy Division
of China Division.

Under his leadership, mainland China operations were among the

fastest growing Coca-Cola businesses.

Prior to joining Coca-Cola,

A t u l w o r k e d w i t h T h e C o l g a t e P a l m o l i v e C o m p a n y f o r 1 0 ye a r s a n d
h e l d s e v e r a l r o l e s i n c l u d i n g C o u n t r y G e n e r a l M a n a g e r, N i g e r i a ( 1 9 9 5 1 9 9 8 ) , F i n a n c e D i r e c t o r a n d t h e n C o u n t r y G e n e r a l M a n a g e r, R o m a n i a
( 1 9 9 2 - 1 9 9 5 ) a n d F i n a n c e M a n a g e r, B o d y C a r e D i v i s i o n , U S A ( 1 9 9 0 1 9 9 2 ) . P r i o r t o C o l g a t e , At u l w o r k e d a s a n Au d i t o r w i t h P r i c e
Wat e r h o u s e i n N e w Yor k .

A t u l i s c u r r e n t l y t h e C h a i r m a n o f Am e r i c a n C h a m b e r o f C o m m e r c e
(AMCHAM) in India, Chairman of the Environment Committee of
Confederation of Indian Industry (CII) and the Chairman of the Sports
Committee of Federation of Indian Chambers of Commerce and Industry
( F I C C I ) . At u l i s a l s o a m e m b e r o f t h e You n g P r e s i d e n t s O r g a n i z a t i o n , a
global body dedicated to creating Better Leaders through Education
and Idea Exchange.

Atul is a Commerce Graduate from St. Xaviers College, Kolkata and

h o l d s a n M B A d e g r e e f r o m Tex a s C h r i s t i a n U n i v e r s i t y, U S A . H e h a s
traveled extensively through the globe and has had working stints in
A s i a , Af r i c a , E u r o p e a n d N o r t h Am e r i c a .

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

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

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

People
T h e C o c a - C o l a C o m p a n y, i n c l u d i n g t h e b o t t l i n g e n t i t i e s t h e y
own, employs approximately 55,000 people. More than 44,000 of
those employees work for the Company outside of the United
States.
T h e y a r e t h e l a r g e s t p r i v a t e - s e c t o r e m p l o ye r a c r o s s a l l o f
A f r i c a . An d i n t h e c o u n t r y o f S o u t h Af r i c a , f o r e v e r y o n e j o b
c r e a t e d b y t h e C o c a - C o l a s ys t e m , 1 6 j o b s a r e c r e a t e d i n t h e
i n f o r m a l r e t a i l s e c t o r.

Planet
Wor k i n g w i t h t h e i r B r a z i l i a n p a r t n e r s , t h e C o m p a n y h a s
launched a program to reduce greenhouse gas emissions by using
alternative fuels. Their bottling partner in Sao Paulo has a fleet
of approximately 140 trucks running on 5 percent biodiesel
( m a d e f o r m c a s t o r b e a n s a n d s o yb e a n s ) .
The Coca-Cola Scholars Foundation has awarded more than
$26 million in higher-education scholarships to 3,250 students
in the United States since its inception in 1986.

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

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

Portfolio
The "Make Every Drop Count" campaign, launched in North
America, is designed to help increase awareness of the benefits
o f t h e C o m p a n y' s b r o a d b e v e r a g e p o r t f o l i o a n d i t s c o m m i t m e n t
to consumers.
B o n a q u a B o n a c t i v e l a u n c h e d i n H o n g K o n g i n Ap r i l 2 0 0 5 a n d
is the first electrolyte replenishment and rehydration casual
sports drink released under the Bonaqua trademark.

Profit
Approximately 72 percent of their unit case volume is from
operations outside of North America.
In 2005, they had double-digit unit case volume growth in
P a k i s t a n , C h i n a , E g yp t a n d R u s s i a .

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

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

Now Open!
Discover the secret formula to happiness within!
For over 120 years, they've been putting their secret formula
i n t o b o t t l e s . N o w, t h e y ' v e p u t i t a l l i n o n e a m a z i n g p l a c e - - T h e
N E W Wor l d o f C o c a - C o l a .
A t l a n t a ' s n e w, m u s t s e e d e s t i n a t i o n o f f e r s e v e n m o r e yo u m u s t
see! From a thrilling, multi-sensory 4-D theater to a gallery
d e d i c a t e d t o C o k e a n d p o p c u l t u r e , a r o u n d e v e r y c o r n e r yo u ' l l
experience something new and inviting. Meet their 7-foot CocaC o l a p o l a r b e a r. Tak e yo u r t a s t e b u d s o n a t a n t a l i z i n g t o u r o f
up to 70 different beverage products, or create your own
refreshing blend!
I n s i d e , yo u ' l l f i n d t h e r e ' s a s e c r e t f o r m u l a t o e v e r y t h i n g w e d o .
Vis i t t h e m a t P e m b e r t o n P l a c e t o d i s c o v e r i t a l l f o r y o u r s e l f .

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

DIRECTOR

SALES MANAGER

GENERAL MANAGER

MARKETING
MANAGER

EXECUTIVE

MARKET DEVLOPER

PROMOTER

PRODUCT RANGE

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

| Georgia | Minute Maid

COKE:
T h e w o r l d s f a v o r i t e d r i n k . T h e w o r l d s m o s t v a l u a b l e b r a n d .
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
m a n u f a c t u r e r, m a r k e t e r a n d d i s t r i b u t o r o f n o n - a l c o h o l i c
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
o v e r t h e p a s t t e n ye a r s h a s c a p t u r e d t h e i m a g i n a t i o n o f t h e
nation, building strong associations with cricket, the thriving
c i n e m a i n d u s t r y, m u s i c e t c . C o c a - C o l a h a s b e e n v e r y s t r o n g l y
a s s o c i a t e d w i t h c r i c k e t , s p o n s o r i n g t h e Wor l d C u p i n 1 9 9 6 a n d
various other tournaments, including the Coca-Cola Cup in
S h a r j a h i n t h e l a t e n i n e t i e s . C o c a - C o l a s a d v e r t i s i n g c a m p a i g n s
J o C h a h o H o J a y e a n d L i f e H o To Ai s i w e r e v e r y p o p u l a r
a n d h a d e n t e r e d t h e y o u t h s v o c a b u l a r y. I n 2 0 0 2 , C o c a - C o l a
l a u n c h e d t h e c a m p a i g n T h a n d a M a t l a b C o c a - C o l a w h i c h s k yr o c k e t e d t h e b r a n d t o m a k e i t I n d i a s f a v o r i t e s o f t - d r i n k b r a n d .
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
s t a r s s u c h a s K a r i s h m a K a p o o r, c r i c k e t e r s s u c h a s S r i n a t h ,
S o u r a v G a n g u l y, s o u t h e r n c e l e b r i t i e s Vij a y i n t h e p a s t a n d
t o d a y,
its
brand
ambassadors
are
Aa m i r
Khan,Hrithik
R o s h a n , A i s h w a r y a R a i , Viv e k O b e r o i a n d c r i c k e t e r Vir e n d r a
Sehwag.

T H U M S U P : S t r o n g c o l a Tas t e , E x c i t i n g P e r s o n a l i t y

Thums Up is a leading carbonated soft drink and most trusted

brand in India. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993. Thums Up is
known for its strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate
t h e m a n f r o m t h e b o ys .

FAN TA:
I n t e r n a t i o n a l l y, F a n t a T h e o r a n g e d r i n k o f T h e C o c a - C o l a
C o m p a n y, i s s e e n a s o n e o f t h e f a v o r i t e d r i n k s s i n c e 1 9 4 0 s.
Fanta entered the Indian market in the year 1993. Over the years
Fanta has occupied a strong market place and is identified as
T h e F u n C a t a l ys t . P e r c e i v e d a s a f u n yo u t h b r a n d , F a n t a
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
i m a g e r y i s a s s o c i a t e d w i t h h a p p y, c h e e r f u l a n d s p e c i a l t i m e s
with friends.

LIMCA:
Lime n Lemoni Limca, the drink that can cast a tangy refreshing
s p e l l o n a n y o n e , a n yw h e r e . B o r n i n 1 9 7 1 , L i m c a h a s b e e n t h e
original thirst choice, of millions of consumers for over 3 decades.
T h e b r a n d h a s b e e n d i s p l a y i n g h e a l t h y v o l u m e g r o w t h s y e a r o n ye a r
and Limca continues to be the leading flavours soft drink in the
c o u n t r y. T h e s h a r p f i z z a n d l e m o n i b i t e c o m b i n e d w i t h t h e s i n g l e
minded positioning of the brand as the ultimate refresher has
continuously strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of Limca
and walk away a new person

SPRITE:
Wor l d w i d e S p r i t e i s r a n k e d a s t h e N o . 4 s o f t d r i n k a n d s o l d i n
m o r e t h a n 1 9 0 c o u n t r i e s . I n I n d i a , S p r i t e w a s l a u n c h e d i n ye a r
1999 and today it has grown to be one of the fastest growing
s o f t d r i n k s , l e a d i n g t h e c l e a r l i m e c a t e g o r y. Tod a y S p r i t e i s
p e r c e i v e d a s a yo u t h i c o n . W h y?
Wi t h a s t r o n g a p p e a l t o t h e yo u t h , S p r i t e h a s s t o o d f o r a s t r a i g h t
f o r w a r d a n d h o n e s t a t t i t u d e . I t s c l e a r c r i s p r e f r e s h h i n g e t a s t e
e n c o u r a g e s t h e t o d a y s y o u t h t o t r u s t t h e i r i n s t i n c t s , i n f l u e n c e
them to be true to who they are and to obey their thirst.

MAAZA:
Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the
y e a r. I n 1 9 9 3 , M a a z a w a s a c q u i r e d b y C o c a - C o l a I n d i a . M a a z a
c u r r e n t l y d o m i n a t e s t h e f r u i t d r i n k c a t e g o r y. O v e r t h e ye a r s ,
b r a n d M a a z a h a s b e c o m e s yn o n y m o u s w i t h M a n g o . T h i s h a s b e e n
t h e r e s u l t o f s u c h s u c c e s s f u l c a m p a i g n s l i k e Taa z a M a n g o ,
M a a z a M a n g o a n d B o t e l M e i n Aa m , M a a z a h a i N a a m .
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 equity of the
brand and delivers a relevant emotional benefit to the moms
r i g h t l y c a p t u r e d i n t h e t a g l i n e Yaa r i D o s t i Taa z a M a a z a .

K I N L E Y:

Wat e r a t h i r s t q u e n c h e r t h a t r e f r e s h e s , a l i f e g i v i n g f o r c e t h a t
w a s h e s a l l t h e t o x i n s a w a y. A r i t u a l p u r i f i e r t h a t c l e a n s e s ,
p u r i f i e s , t r a n s f o r m s . Wat e r t h e m o s t b a s i c n e e d o f l i f e , t h e v e r y
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
t h a t i s a s p u r e a s i t i s m e a n t t o b e . Wat e r yo u c a n t r u s t t o b e
truly safe and pure. Kinley water comes with the assurance of
s a f e t y f r o m t h e C o c a - C o l a C o m p a n y. T h a t i s w h y c o m p a n y
introduced Kinley with reverse-osmosis along with the latest
t e c h n o l o g y t o e n s u r e t h e p u r i t y o f t h e p r o d u c t . T h a t s w h y C o c a 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. A universal
need, which cannot be left to chance.

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

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

each warehouse must efficiently manage the thousands of

b e v e r a g e s c a s e s p r o d u c e d e a c h d a y. B e v e r a g e o r g a n i z a t i o n i s
k e y, t h o u g h i t ' s t h e b o t t l e a n d c a n c o d i n g t h a t a l l o w f o r t h e
necessary precision. From the warehouse, we load beverages
o n t o o u r d i s t i n c t i v e t r u c k s . N i g h t a n d d a y, o u r t r u c k s a r e
delivering our refreshing beverages to stores, soda fountains,
a n d v e n d i n g m a c h i n e s n e a r yo u .

M A R K E T I N G S T R ATE G Y

1. 7-Step call Model

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

2 . P R O D U C T-

(i)

COCA COLA :-

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

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

(ii)

THUMS UP :-

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

w h i c h m a k e s C O L A f l a v o u r s v e r y h e a v y. I t i s a v a i l a b l e i n
different volumes in market like:
200ml glass bottle
300 ml glass bottle
600 ml pet bottle
2 litre pet bottle
330 ml cane

( i i i ) FAN TA O R A N G E & FAN TA AP P L E : It come in many flavours like orange with light content of co 2 that
makes its flavours delicious. It is available in different volumes in
market.

200ml glass bottle

300ml glass bottle
600ml pet bottle
2 lt pet bottle
(iv) LIMCA :-

It has light grey colour with light content of co2 that makes its
flavors

t a s t y. I t i s a v a i l a b l e

in market in following packs of

quantities:
200ml glass bottle
300ml glass bottle
600ml pet bottle
2 lt pet bottle
330ml cane

(V) SPRITE :It is colourless with packing in green coloured bottle. It has normal
content of co2 . It has a nice flavours available in market in following
packing:

200ml glass bottle

300ml glass bottle
600pet bottle
2 lt pet bottle
330ml cane
(vi)

MINUTE MAID PULPY ORAN

I t i s o f ye l l o w c o l o u r w i t h d e c e n t t a s t e o f O r a n g e . i t d o e s n o t
contain co2.it is only available in PET bottle.

250ml PET bottle

400ml PET bottle
1 L t r. P E T b o t t l e
(vii)

MAAZA :I t i s o f ye l l o w c o l o u r w i t h d e c e n t t a s t e o f m a n g o . i t d o e s n o t
contain co2.

250ml glass bottle

200ml tetra pack
600ml pet
1.2 lt pet

(viii)

SODA :-

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

market.

(ix)

K I N L E Y WATE R : -

It is mineral water available in following volumes in market:

500 ml pet bottle

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

Price List of

Quantity

Mrp

200ml

158

168

24

300ml

201

216

24

10

600ml

477

492

24

22

600ml(maaza)

537

552

24

25

600ml(soda)

252

264

24

12

1.2lt(maaza)

489

504

12

48

1.25(fridge
pack)

363

378

12

35

600ml

537

552

24

25

250ml

390

405

30

15

2 lt

444

459

55

plain coke

536

552

24

25

diet coke

536

536

24

25

Tet r a
pack(mazza)

257

272

27

15

1 Ltr kinley
water

128

136

12

13

3. PROMOTION MIX

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

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

1. Personal Selling

2. Sales Promotion

3. Public Relations (PR)

4. Publicity

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

The Promotions Mix

1. Personal Selling
Personal Selling is an effective way to manage personal customer
relationships. The sales person acts on behalf of the organization.
They tend to be well trained in the approaches and techniques of
personal selling. However sales people are very expensive and
should only be used where there is a genuine return on
investment. For example salesmen are often used to sell cars or
home improvements where the margin is high.

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

3. Public Relations (PR)

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

6 . Ad v e r t i s i n g
Advertising is a 'paid for' communication. It is used to develop
attitudes, create awareness, and transmit information in order to
gain a response from the target market. There are many advertising
'media' such as newspapers (local, national, free, trade), magazines
and journals, television (local, national, terrestrial, satellite)
cinema, outdoor advertising (such as posters, bus sides).
7. Sponsorship
Sponsorship is where an organization pays to be associated with a
particular event, cause or image. Companies will sponsor sports
events such as the Olympics or Formula One. The attributes of the
event are then associated with the sponsoring organization

A D V E RTI S I N G

Advertising has played an important role in the success of coke

Advertising has played an important role in the success of

the products since first news paper ad in 1886, which read coca
cola

Delicious!

refreshing!

Exhilarating!

Invigorating!.

The

company uses advertising to trigger desire as often and in as

m a n y w a ys a s p o s s i b l e . t h r o u g h o u t t h e ye a r s , s l o g a n o f c o c a - c o l a
have been memorable. Here are some highlights:
2009:

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

g u n a ye n g e
2007:

Piyo thanda Jiyo thanda

2005 :

Jo Chaho Ho Jaye Coca Cola

2003 :

Thanda Matlab Coca cola

2000 :

Coca cola Enjoy

1993 :

Always Coca cola

1990 :

Cant beat the Real Things

1989 :

Cant Beat the Feeling

1986 :

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

1982 :

Coke Is It

1976 :

Coke adds Life

1971 :

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

1969 :

It ,s the Real Things

1963 :

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

1959 :

Be Reality Refreshed

1944 :

Global High Sign

1942 :

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

1936 :

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

1929 :

The Pause That Refresh

MOVIES

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

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

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

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

Coca-cola is also using Pull strategy in which they are using

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

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

Coca cola Lucky Coupon Dinner with kings XI Punjab

Sprite kholega toh bolega IPL Season 2

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

PROMOTION DURING OFF SEASON

Limca Launches Laptop Ki Barish Consumer Initiative

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

L a p t o p K i B a r i s h c o n s u m e r i n i t i a t i v e n a t i o n a l l y. As p a r t o f t h i s
unique initiative a computer generated lucky draw would provide
consumers a chance to win HP Mini Laptop every hour for the next 45
d a ys . T h e i n i t i a t i v e i s a p p l i c a b l e t o 2 0 0 m l , 3 0 0 m l r e t u r n a b l e g l a s s
bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET
b o t t l e s o f L i m c a . As p a r t o f t h e u n d e r t h e c r o w n i n i t i a t i v e c o n s u m e r s
just need to SMS LIMCA followed by a 9 digit unique code to 58558
from their GSM / CDMA mobile phones.

S A L E S P R O M O T I O N AC T I V I T I E S
Coca-Cola Cricket

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

Coca-Cola Food Mela

Wi t h a s p l a s h o f f o o d , f u n & p r i z e s t o b e w o n , t h e C o c a - C o l a f o o d m e l a
treated the people of delhi, to a festive food festival comprising of 50
r e s t a u r a n t s , s p r e a d o u t a l l o v e r t h e b u s t l i n g c i t ys m a p . T h e p r o m o t i o n
saw the avid families & friends enjoying the delicacies at the
r e s t a u r a n t s ; a l l r e s i l i e n t l y u p h o l d i n g t h e C o c a - C o l a i d e n t i t y.
Coca-Cola GO-RED
Q u e n c h i n g t h e t h i r s t o f m o t o r i s t , p e d e s t r i a n s & p a s s e r b y s d u r i n g D e l h i
h o t t e s t s u m m e r s e a s o n , C o c a - C o l a s G O - R E D t e a m s w e n t o u t i n t o t h e
c i t y s m a i n q u a d r a n t s t o s e r v e & r e f r e s h o n t h e s p o t w i t h i c e - c o l d
Coca-Colas at discounted prices backed by a heavy FM announcement
campaign the GO-RED stall, served well to promote the Coca-Cola
i n d u s t r y.

Coca-Cola Pet Promotion

I n 2 0 0 8 , C o c a - C o l a l a u n c h e d 1 . 5 l i t e r P e t c o n t o u r b o t t l e Tar g e t i n g
h o u s e w i v e s & f a m i l y h o m e , C o c a - C o l a s 1 . 5 l i t e r P e t b o t t l e , t o o k t h e
limelight & gained momentum with a campaign promoting the unique
p a c k a g i n g a n d i t s n u m e r o u s c o n s u m e r b e n e f i t s . A t r e a t f o r t h e f a m i l y,
C o c a - C o l a s P E T w a s o f f e r e d t h r o u g h a p r i c e - o f f p r o m o t i o n

C o c a - C o l a & M c D o n a l d s

C o c a - C o l a & k e y a c c o u n t o f M C D o n a l d s l a u n c h e d t h e w e g o
together joint promotion to reinstate amongst consumers a real sense
o f t h e a f f i n i t y t h a t , b o t h s h a r e s g l o b a l l y. T h e p r o m o t i o n k i c k e d o f f w i t h
p o s m a t e r i a l ( D a n g l e r s , B u n t i n g e t c ) d i s p l a ye d a t a l l M C D o n a l d s
restaurants along with a special offer for coke & fries.

Getting shelves
They gets or purchase shelves in big departmental stores and display
t h e i r p r o d u c t s i n t h a t s h e l v e s i n t h a t s t yl e w h i c h s h o w
their product more clear and more attractive for the
consumers.

E ye C a t c h i n g P o s i t i o n
Salesman of the coca cola company positions their freezers and their
products in eye- catching positions. Normally they keep their freezers
near the entrance of the stores.
Sale Promotion
C o m p a n y a l s o d o s p o n s o r s h i p s w i t h d i f f e r e n t c o l l e g e a n d s c h o o l s c a f e s
and sponsors their sports events and other extra curriculum activities
for getting market share.

Scheme
Coke comes out with the schemes on their different products many
t i m e s i n a ye a r. M o s t o f t h e s e s c h e m e s a r e m a d e t o b e n e f i t t h e r e t a i l e r s .
Some of the schemes are as follows:

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

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

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

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

These schemes keep on changing depending upon the stock.

Promotion through restaurants and cinema hall holdings.

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

Merchandising assets.
Coca-Cola also try to promote their brands by providing their retailers
and dealers some display items. Some of such items are as follows:
1. Fridges
2. Coca-Cola/Mazza stands
3. Display bottles
4. Posters
Coca-Cola provide the above things to the retailers to use them in
promoting companies brands and products, and provide refrigerators to

the retailers in the hope that these retailers only use these assets in
p r o m o t i n g t h e C o c a - C o l a s p r o d u c t s a n d t h e y w i l l c h i l l t h e C o c a - C o l a s
p r o d u c t s s o t h a t i t s p r o d u c t s w i l l a l w a ys b e a v a i l a b l e t o t h e e n d
consumers. But it is not true in most of the cases. Retailers usually use
the merchandising asset of one company in such a way that it benefits
a n o t h e r c o m p a n y. S o m e t i m e t h e y d o i t u n k n o w i n g l y, s o m e t i m e s t h e y d o
it knowingly and sometimes because of the deficiencies of the company

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

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

S H E L F D I S P L AY

VISI COOLER

D I S P L AY O F R A C K

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

Under Coke market developer has to insure that shopkeeper must

d i s p l a y a l l p r o d u c t s . D i s p l a y m a y b e i n t h e f o r m o f S h e l f D i s p l a y, Tab l e
Top D i s p l a y e t c . Al l p r o d u c t s m u s t b e d i s p l a y e d i n b r a n d o r d e r i . e .
Thumsup, Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy
Orange, Kinley (mineral water & Soda water).

A D V E RTI S E M E N T S AN D D I S P L AYS

* J O D I K H TA H A I V O B I K TA H A I *

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

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

one which has a impression in psyche that it is costly along with any
added quality regarding the product could also be mentioned keeping
the end users in mind as:

5.DISTRIBUTION
The Distribution system of Coca-cola can be understood by
following.
1 .D.A.S
2. Zero Channel/Milk Run
3. Multi-Level channel
4. HUB-SPOKE Model
5. Fat dealer concept

D . A . S ( D i s t r i b u t o r Au t o m a t i o n S y s t e m ) -

D.A.S is a Unique system which is adopted by coca-cola in

worldwide for sustainable growth in beverages business.
A transaction system that kept all sales movement accessible. A
D A S s ys t e m h a s b e e n u s e d i n s e v e r a l F M C G c o m p a n i e s i n I n d i a . At
Coca-Cola, it was tailored to meet specific requirements that
i n c l u d e d ' c e n t r a l i z e d m a s t e r s ' a n d a d a y- e n d t r a n s a c t i o n s u m m a r y
f o r M I S a n a l ys i s . T h e o b j e c t i v e s o f t h e s o f t w a r e w e r e t o p r o v i d e
complete transparency and control to distribution operations, while
adding value to certain marketing operations ).

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

ZERO-LEVEL/MILK RUN CHANNEL-

In this channel system company works on the concept of

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

(Coca-cola
Plant)

No intermediaries

Retailer/
Consumer

M U LTI - L E V E L C H A N N E L -

T h i s c h a n n e l s ys t e m c o m p r i s e s m a n y i n t e r m e d i a r i e s .

(Coca-cola
Distributor 1
Plant)
TRUCK
mode of transportation)

Ret
D 2 ( d i f f e r e ail
nt
er

D3
D...n (n=1, 2, 3.)

HUB-SPOKES MODEL-

T h e h u b a n d s p o k e m o d e l i s a s ys t e m w h i c h m a k e s t r a n s p o r t a t i o n
much more efficient by greatly simplifying a network of
routes .The concept of HUB-Spokes model has established
benchmark in Coca-Cola Company (in profit point of view). The
m o d e l i s n a m e d a f t e r a b i c yc l e w h e e l , w h i c h h a s a s t r o n g c e n t r a l
hub with a series of connecting spokes. The design of a hub and
s p o k e m o d e l i s h i g h l y e f f i c i e n t f o r a m yr i a d o f r e a s o n s . B y
centralizing control, the company can afford a smaller staff which
concentrates on management from a central location. There are, of
c o u r s e , d i s a d v a n t a g e s t o a H U B - S P O K E m o d e l . An y d i s r u p t i o n a t
the hub, such as bad weather or a security problem, can create
d e l a y s t h r o u g h o u t t h e s ys t e m . T h e o v e r a l l o p e r a t i n g e f f i c i e n c y i s
also limited by the capacity of the hub. According to this concept
the product is directly supplied to its HUB on some fixed
commission and further the product is supplied to its various
S P O K E S ( s t o c k i e s t p o i n t ) o n b i l l i n g p r i c e o f c o m p a n y. F o l l o w i n g
are the markets which are run on this model.

Consu
mer

FAT D E A L E R -

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

(Cocacola
Plant)

Distribut
ors

FAT
DEAL
ERS

Retai
lers

M A R K E T S E G M E N TATI O N

Segmentation is the process of dividing or categorizing

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

Consu
mers

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

eat Which are being cooked within outlet.the outlet having place to
S i t a r e k n o w n a s E & D t yp e 1 o u t l e t a n d t h e o u t l e t a r e n o t H a v i n g
place to sit are known as E&D type 2outlet. It include
B A K E RY,M I T H A I S T O R E S / R E S TAU R A N T / C E N T R E S / S O F T
D R I N K S H O P / I C E C R E A M PAR L O U R S , T E A S H O P e t c .

(C) CONVENIENCE- Outlet which are small stores or

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

3. OUTLET VOLUME

OUTLET
C L A S S I F I C ATI O N

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

Diamond
Gold
Silver
Bronze

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

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

(B)

MEDIUM- Medium income locality is that

a r e a w h i c h i s n e a r b y c i t y a r e a . As s e t s o f t h e
company provided on the basis of sales.e.g.
B H E L U P U R , O R D E LY B A Z A R , B H O J U B I R e t c .

(C)

HIGH- it includes the location where there

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

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

PAC K A G I N G -

P a c k a g i n g i s a n Ar t , s c i e n c e a n d t e c h n o l o g y o f
preparing goods for Market and sale.
It is a means of:
Product Handling
Product Integrity and
Brand presentation.

Packaging

RGB

CANN

Tetrapack

PET

RGB-Returnable Glass Bottle (approximately every brand are available

in RGB)

P E T- P o l y e t h y l e n e Tr yc y c l i n e ( a l l t h e v a r i a n t s o f c o k e p r o d u c t a r e
available in PET)

C A N N - C O K E D I E T, P L A I N C O K E , S P R I T E , a n d FAN TA a r e a v a i l a b l e
in cann.

T E T R A PAC K - I n t e t r a p a c k o n l y M A A Z A ( 2 0 0 m l ) a r e a v a i l a b l e .

E N T RY S T R ATE G Y O F C O K E

The entry strategy of COKE in India may be understood by following.

Following are the strategy through which coke has inter into INDIAN
M A R K E TA. T h e C o c a - C o l a s ys t e m i n I n d i a c o m p r i s e s 2 7 w h o l l y o w n e d
c o m p a n y- o w n e d b o t t l i n g o p e r a t i o n s a n d a n o t h e r 1 7 f r a n c h i s e e - o w n e d
bottling operations
A network of 29 contract-packers also manufactures a range of products
for the Company
COBO(company owned bottling operation)-

By this strategy company enter into the Country by their own bottling
o p e r a t i o n H I N D U S TAN C O C A - C O L A B E V E R A G E S P R I VATE L I M I T E D
, I N D I A a r e a l s o r u n n i n g u n d e r t h i s e n t r y s t r a t e g y. Al l t h e b o t t l i n g
o p e r a t i o n , q u a l i t y, a n d o v e r a l l a c t i v i t i e s o f t h e o r g a n i z a t i o n i s
controlled by the company itself. In India So many organization are
r u n n i n g u n d e r t h i s e n t r y s t r a t e g y. E . g VAR A N A S I AN D K A N P U R P l a n t
are COBO.

FOBO(Franchisee owned bottling operation )-

f r a n c h i s e e e n c o m p a s s e s a v a r i e t y o f C o n t r a c t u a l Ag r e e m e n t s w h e r e a
Multinational Marketer(COCA-COLA) makes available intangible asset
- s u c h a s P a t e n t s , Tr a d e S e c r e t s , K n o w h o w, Tr a d e m a r k , C o m p a n y N a m e
to foreign companies in return to royalties and other form of
payments. There are so many differences can be seen into FOBO mode
o f s t r a t e g y. F a i z a b a d a n d L u c k n o w p l a n t a r e t h e e x a m p l e o f F O B O
F o l l o w i n g a r e t h e d i f f e r e n c e s c a n b e f o u n d i n C O B O AN D F O B O .
1. The quality of bottle is not up to the mark as COBO.
2. Overall business function is managed by the owner of the company
i.e. franchisee.

C O N T R A C T PAC K E R S - C o n t r a c t p a c k e r s o p e r a t e t h e b u s i n e s s B a s e d
on fixed fee or cost plus arrangement and include plant construction,
personal training and initial production runs. The contract is made for a
specific period of time. Under this mode of strategy contract is made
between two parties i.e. the company and contractor

H O R I Z O N TAL AN D V E RTI C A L E X PAN S I O N -

Horizontal expansion can be explained as adding the new outlets

i n t o c e r t a i n a r e a . W h e r e a s v e r t i c a l e x p a n s i o n i s To i n c r e a s e t h e
volume of existing outlet by offering various schemes and
o f f e r.L a s t y e a r t h e c o m p a n y m a i n t a r g e t w a s Ver t i c a l e x p a n s i o n a n d
l a s t ye a r ( M a y 2 0 0 9 ) I t w a s p r o p o s e d b y s o m e t o p m a n a g e r s t o d o a
research on horizontal expansion, the result was amazing and the
p r o f i t i b i l i t y % o f h o r i z o n t a l e x p a n s i o n w a s m o r e t h a n t h e Ver t i c a l
expansion, Therefore the cuurent target of Hindustan Coca-cola is
t o m o r e c o n c e n t r a t i o n o n H O R I Z O N TAL E X PAN S I O N .

A D VAN TAG E S O F H O R Z O N TAL E X PAN S I O N - T h e a d v a n t a g e s o f

Horizontal expansion can be Summarises as following.

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

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

Followings are the main advantages of vertical expansion.

1. Sales & Services can be increases at a time therefore

the profitibility will also be increase.
2. By maintaining old relation with customer(existing
o u t l e t o w n e r ) t h e c o m p a n y c a n i n c r e a s e d i t s v o l u m e .
3 . T h e m a i n f o c u s o f c o m p a n y i n v e r t i c a l e x p a n s i o n o n i t s
A C T I VATI O N p a r t .
4. Motivated customer(by getting various schemes and
offer).
D I S A D VAN TAG E S O F V E RTI C A L E X PAN S I O N -

Following points can be consider as the disadvantages of vertical

expansion.

1. More Expenditure will involve in this strategy .

2 . B y o f f e r i n g Var i o u s S c h e m e s ( e . g c r a t e s s c h e m e , D i s p l a y
Scheme , discount) and offer the Net Revenue of the company
can be affected.
3 . C o m p e t i t o r s c a n b e Ag g r e s s i v e s p e c i f i c a l l y w h e n t h e c o m p a n y
o n l y c o n c e n t r a t e o n i t s e x i s t i n g o u t l e t .

WHY THIS PROJECT WAS UNDERTAKEN

Sales and distribution is an integral part of marketing. Here, Coca Cola

the leading brand in soft drinks worldwide. Coke has
maintained its brand image with high precision. The
marketing strategy of Coke is very stringent than others. The
main features in their marketing by their offerings and its
sales and distribution.

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

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

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

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

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

understanding the presale concept.

PROBLEM ENVIRONMENT AND PROBLEM BEING

FACED

To c o n d u c t a r e s e a r c h i t i s a r e l e v a n t q u e s t i o n t h a t w h e t h e r d a t a w o u l d
be collected through the primary sources or secondary sources for most
approximate knowledge.
I n c o l d d r i n k i n d u s t r y a s t h e r e a r e t w o m a j o r p l a ye r s a n d b o t h c o m i n g
up

with

new

strategies

competition

is

the

most

obvious

result.

Therefore to find out the position of Coca Cola, first hand information
i s r e q u i r e d a n d o n e c a n n o t r e l y o n s e c o n d a r y s o u r c e s c o m p l e t e l y, s o t h e
survey has to be conducted for collection of primary data from retail
outlets, rather from retailers. While collecting data, I came across many
problems:-

E v e r yo n e w a s n o t r e a d y t o t e l l a s t o h o w m a n y c r a t e s t h e y s e l l
t h r o u g h o u t t h e ye a r.

Some of the shopkeepers were not ready to tell about discount

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

S o m e o f t h e m s a i d c o m p a n y c o n d u c t e d t h i s t yp e o f s u r v e y m a n y
times but did nothing to solve their problems.

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

shops.

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

survey most of the retailers were not ready to answer the entire
questionnaire and complained about the aspects of prime importance
like hoardings, coolers, activation element and its services as well as
d i r e c t d i s t r i b u t i o n o f t h e c o m p a n y.

WHAT

DOES

COMPANY

SOLVING THE PROBLEM

EX PECTS

TO

DO

BY

Facts emerging from survey help the management to identify the

problem that company faces. Hence, the management makes various
efforts to overcome problems like:

Inefficient distribution network.

Competition faced by Coca Cola.

Changing market trends.

S a t i s f yi n g R e t a i l e r s .

By ensuring regular and quick supply of goods so those customers do

not switch to other brands.3

The company ensures that all flavors should be available at the shop, so
that retailers do not sell competitors brands.

By providing schemes and discount to the shopkeepers, irrespective of

high sales given by them.

By solving such problems the companies aims at increasing its market

share and upgrade its overall performance, thus improving corporate
image.
The last but the most important factor that the company considers is the
customers satisfaction through quality enhancement.

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

RESEARCH OBJECTIVE
1.
2.
3.
4.

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

5.

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

6.

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

7.

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

8.

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

9.

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

10.

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

11.

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

12.

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

13.

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

14.

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

15.

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

16.

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

Survey has done in the five topics Delivery Gap

Impurity
Brand Order
Ava i l a b i l i t y
Activation

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

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

INFORMATION REQUIREMENT- IN DETAIL AND SOURCE

OF INFORMATION

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

CHOICE

OF

RESEARCH

DESIGN

AND

ALTERNATIVES
Research design is the conceptual structure within which research
is

conducted.

It

constitutes

the

blue

print

for

the

collection,

measurement and analysis of data. Research design is purely and simply

the framework to ensure that the required data are collected accurately
a n d e c o n o m i c a l l y. A g o o d r e s e a r c h d e s i g n h a s f o l l o w i n g c h a r a c t e r i s t i c s :

Problem Definition

Specific method of data collection and analysis

Time required for research project

Estimation of expenses to be concerned

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

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

Exploratory Research Design

Method of Research

Data Collection method

Sampling method

judgmental Sampling

Sample Unit

Sample Size

Outlets
250

Method of Data Collection

1. Primary data collection: It includes the following ways Observation
Experiment
Survey
2 . S e c o n d a r y D a t a : D a t a c o l l e c t e d f r o m t h e o r g a n i z a t i o n s w e b s i t e
Research Instruments

Questionnaire-A printed questionnaire was there to make

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

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

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

Research

design

was

pre-planned

and

Sampling plan

Sampling
Sampling
Sampling
Sampling

unit - Owners of the retail outlets.

size- 250 outlets
procedure-Random sampling
method- Retailers survey

Var i a b l e s o f t h e s t u d y

structured.

Outlets

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

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

Pie Charts

LIMITATION OF THE STUDY

As

the

sample

size

is

only

250,

so

it

is

not

true

representative of the population as a whole.

Secondary data might not be authentic enough for the correct

representation of objective.

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

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

actual consumers could not be taken.

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

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

The

area

of

survey

was

Lucknow

district

and

it

was

c o n c e n t r a t e d o n u r b a n a r e a o n l y.

The psychological condition varies from place to place because

in many places outlet owner was not supportive.

The training was carried on in the peak season so market

developer was not so supportive.

Some respondents left some of the questions unanswered either

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

SAMPLE PROFILE

T h e s t u d y i s c o n d u c t e d i n L u c k n o w. F o r t h e p u r p o s e o f s t u d y, a s a m p l e
size of 250 numbers of outlets was taken. Judgmental sampling method
h a s b e e n u s e d f o r t h e p r e s e n t s t u d y.

1 ) O u t l e t t yp e
a) E&D

b) grocery

c) convenience

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

2) Class of outlets
a) Diamond

b) Gold

C) Silver

) Bronze

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

3 ) Vis i - c o o l e r s i z e

a) 7 visi

b) 9 visi

c) 13 visi

d) 20 visi

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

4) Leading brand of coca-cola.

1)Coca-cola

4) Maaza

2)Thums-up

5) Fanta

3) Sprite

6) Limca

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

5) Number of outlets needs activation elements.

a ) Ac t i v a t e d

b) Not activated

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

6 ) N u m b e r o f o u t l e t s f o l l o w i n g b r a n d o r d e r.

a) Following

b) not following

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

7 ) N u m b e r o f o u t l e t s h a v i n g p u r i t y.
a) Purity

b) Not purity

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

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

a ) ye s

b) No

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

9 ) R e t a i l e r s g e t r i g h t s c h e m e t h a t i s p r o v i d e d b y t h e c o m p a n y.
a ) Yes

b) no

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

10) Delivery gap

a ) Yes

b) no

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

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

which can be described as follows.

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

The product knowledge means the knowledge of every product and
i t s v a r i a n t s o f f e r e d b y t h e c o m p a n y.
The Process Knowledge means the knowledge about the
distribution of the product and its variants from the sales depot to
t h e d i f f e r e n t r e t a i l e r s o f t h e c i t y. T h e a c t u a l k n o w l e d g e a b o u t t h e
product and the process was attained with the help of Route
Riding.
Route Riding means to visit different outlets on the commuting vehicle
(vehicle which carries coke product from depot to different outlets)
along with salesman. By the route riding it is very easy to grasp and
understand how the cola market actually works. Route riding elaborated
the factors influencing the cola market and provided the information
about the competitor s strategies and schemes they offer to the
retailers in order to gain advantage. Retailer s grievances were best
k n o w n w i t h t h e h e l p o f r o u t e r i d i n g t h r o u g h p e r s o n a l i n t e r a c t i o n . Al s o
with route riding any one can know about the sales status of an outlet
on a daily basis.

Later stage:
T h i s s t a g e i n v o l v e s e v o l u t i o n a n d a n a l ys i s o f s a l e s a n d d i s t r i b u t i o n o f
c o c a - c o l a o n t h e b a s i s o f s u r v e ye d d a t a .

S w o t a n a l ys i s i s t h e p r o c e s s o f a n a l yz i n g t h e c o m p a n y a n d t h e
e n v i r o n m e n t i n w h i c h i t i s o p e r a t i n g . T h i s a n a l ys i s h e l p s i n f o r m u l a t i n g
effective strategy for the company to deal with competition.swot stand
for strenght, weakness, opportunities and threats. Strength and
weakness are internal to the organization, whereas opportunities and
threats are external to the organization.

STRENGTHS

Strong brand name.

Effective and efficient management.

Adaptability with changing market trend and demand.

S t r o n g m a r k e t s t r a t e g y.

Strong distribution channels.

WEAKNESS

Lack of proper sales man training.

Problem in the frequency of the delivery of goods

OPPORTUINITIES

Diversification of juice products.

Wi t h g r o w i n g j u i c e m a r k e t s o h a n d s o m e o p p o r t u n i t y t o i n c r e a s e
sale and capture market.

THREATS

Change in taste of people.

More competitors.

Unpredictable market conditions.

FINDINGS

According to the demand of outlet owners, delivery of products

is not made available in the outlets.

Sufficient brands of coca cola are not available in outlets.

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

regular basis.

Advertisement materials are not available in the right time at the

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

Many outlet owners have complains on improperly working

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

Improper management is seen as No mechanics visit the outlets

despite of Complaints issued by outlet owners.

Vis i c o o l e r s a r e n o t p l a c e d a t t h e i r P r i m e l o c a t i o n s i n m a n y
outlets.

Many outlet owners express deep in satisfaction towards cocacola as they do not get any Prize or Cash discount as they receive
from other companies.

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

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

Lack of proper information about scheme to the retailers.

More scheme to big retailers in comparison to smaller ones.

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

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

retailers.

FACTS

The most popular flavor is Thumsup in the whole market.

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

Thumsup and coke has the highest sales from the Coca cola s
side and from the Pepsi s side mountain Dew has the highest
sales.

Aquafina has more sales then Kinley in mineral water segment.

Pepsi provides more schemes than Cocacola.

Sprite has the fastest grownup brand in the clear lime segment in
t h e r e c e n t ye a r s .

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

Minute maid has not getting good response from the market.

SUGESSTIONS

Delivery position should be maintained to get good return from

the market.

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

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

Sales People and delivery persons should properly monitor the

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

We c a n p r o v i d e t h e m b e a u t i f u l d i s p l a y r a c k s , t a b l e m a t s , m e n u cards etc containing the trademark and brand name of the

c o m p a n y.

Display material should be provided to the retailers on more

regular basis to increase the sales level.

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

The company should take steps to replace damaged or unsellable

Coca-Cola goods frequently from the retailers.

The Company employees should make direct contact with the

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

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

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

Annexure
Q u e s t i o n n a i re

Outlet name.. Location..Contact

person. Contact no.
1 ) O u t l e t t yp e
a) E&D

b) grocery

c) convenience

2) Class of outlets
a) Diamond

b) Gold

C) Silver

) Bronze

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

b) 9 visi

c) 11 visi

d) 20 visi

4) Leading brand of coca-cola.

1) Coca-cola

4) Maaza

2) Thums-up

5) Fanta

3) Sprite

6) Limca

5) Number of outlets need activation eliment.

a ) Ac t i v a t e d

b) Not activated

6 ) N u m b e r o f o u t l e t s f o l l o w i n g b r a n d o r d e r.
a) Following

b) not following

7 ) N u m b e r o f o u t l e t s h a v i n g p u r i t y.
a) Purity

b) Not purity

8) Number of outlets located prime position.

a ) ye s

b) No

9 ) R e t a i l e r s g e t r i g h t s c h e m e t h a t i s p r o v i d e d b y t h e c o m p a n y.
a ) Yes

b) no

10) Delivery gap

a ) Yes

b) no

11) If any
suggestion..............................

BIBLIOGRAPHY

Books

Marketing Management: -

By Philip Kotler

Research Methodology

Methods

: -

by C.R. Kothari

Web s i t e s

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

WORD OF THANKS

and

Tec h n i q u e

I p a y s i n c e r e t h a n k s t o C o c a C o l a C o m p a n y, w h i c h g a v e m e t h e c h a n c e
to do my summer training in their reputed organization.

This is a matter of great respect on their side that they supported

us in every problem faced by us.

Hope that in future also we will get a support from their side and
I shall be given an opportunity to work under this brand name and to be
a part of this organization.

T h a n k You .