Professional Documents
Culture Documents
GENERAL INFORMATION
۩ COMPANY INTRODUCTION
۩ ORGANIGATION STRUCTURE
۩ MISSION, VISION AND VALUE
۩ FACT SHEET OF THE COMPANY
۩ MILESTONE
۩ AWARDS
۩ ISO CERTIFICATE
۩ PRESIDENT TALK
1
۩ COMPANY INTRODUCTION
C
oca-Cola, the product that has given the world its best-known
taste was born in Atlanta, Georgia, on May 8, 1886. Coca-
Cola Company is the world’s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and
syrups, used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators, distributors,
fountain retailers and fountain wholesalers. The Company’s beverage
products comprises of bottled and canned soft drinks as well as
concentrates, syrups and not-ready-to-drink powder products. In addition
to this, it also produces and markets sports drinks, tea and coffee. The
Coca-Cola Company began building its global network in the 1920s.
Now operating in more than 200 countries and producing nearly 400
brands, the Coca-Cola system has successfully applied a simple formula
on a global scale: “Provide a moment of refreshment for a small amount
of money- a billion times a day.”
The Coca-Cola Company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the
world. More than anything, that system is dedicated to people working
long and hard to sell the products manufactured by the Company. This
unique worldwide system has made The Coca-Cola Company the world’s
premier soft-drink enterprise. From Boston to Beijing, from Montreal to
Moscow, Coca-Cola, more than any other consumer product, has brought
pleasure to thirsty consumers around the globe. For more than 115 years,
Coca-Cola has created a special moment of pleasure for hundreds of
millions of people every day.
2
ensure compliance with the framework of policies and protect the
Company’s assets and resources whilst limiting business risks.
The coca cola is responsible for the mfg. distribution & sales of product
across the country.
3
۩ORGANIGATION STRUCTURE
4
Region Vice
President
AGM/AOD
Unit 1
AGM/AOD
Unit 2
AGM/AOD
Unit 3
AGM/AOD
Unit4
Region Finance
Region Human
Resource
Region Customer
Service
Region External
Affairs
Region Legal
Region BSG
Region
Director/Manager
Region Capability
ORGANIZATION STRUCTURE IN COCA-COLA, INDIARegion Channel
Management
5
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN
HCCBPL:
AGM/AOD
Human General
Plant Route to Resource Finance Sales
Manager Market Manager Manager Manager
Area
Area Capabilit
Channel
Sales y
Manager
Manager Manager
Market
Key
Develope
Accounts
r
Distributor
s
And
Salesmen
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
• OUR MISSION
• OUR VISION
People: Being a great place to work where people are inspired to be the
best they can be.
Portfolio: Bringing to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs.
Partners: Nurturing a winning network of customers and suppliers,
together we create mutual, enduring value.
Planet: Being a responsible citizen that makes a difference by helping
build and support sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindful
of our overall responsibilities.
7
Coca-Cola is guided by shared values that both the employees as
individuals and the Company will live by; the values being:
• INTEGRITY: Be real
8
۩ FACT SHEET OF THE COMPANY
T
he Coca-Cola Company is the world’s largest beverage
company, refreshing consumers with more than 2,800
products. Along with Coca-Cola®, recognized as the world’s
most valuable brand, the Company’s portfolio includes 12
other billion dollar brands, including Diet Coke®, Fanta®, Sprite®,
Coca-Cola Zero™, vitaminwater®, POWERADE®,Minute Maid® and
Georgia™ Coffee. Globally, we are the No. 1 provider of sparkling
beverages, juices and juice drinks and ready-to-drink teas and coffees.
Through the world’s largest beverage distribution system, consumers in
more than 200 countries enjoy the Company’s beverages at a rate of 1.5
billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that
protect the environment, conserve resources and enhance the economic
development of the communities where we operate.
Fast Facts:
• Established: 1886
• Ranking: We own 4 of the world’s top 5 nonalcoholic sparkling
beverage brands: Coca-Cola, Diet Coke,
Sprite and Fanta
• Company Associates: 90,500 worldwide (as of December 31, 2007)
• Operational Reach: 200+ countries
• Consumer Servings (per day): 1.5 billion
• Beverage Variety: We offer more than 2,800 products including diet and
regular sparkling beverages, and still beverages such as 100 percent
juices, juice drinks, waters, sports and energy drinks, teas and coffees,
and milk-and soy-based beverages.
• New York Stock Exchange Ticker Symbol: KO
9
Our Commitment to Sustainability – 2007/2008 Highlights
10
۩ MILESTONE
Did you Know?
Kenya: Partnered with CARE to bring wells and water storage facilities
to 45 schools in western Kenya.
11
Year 1894: A modest start for a bold idea
The three pioneer bottlers divided the country into territories and sold
bottling rights to local entrepreneurs. Their efforts were boosted by major
progress in bottling technology, which improved efficiency and product
quality. By 1909, nearly 400 Coca-Cola bottling plants were operating,
most of them family-owned businesses. Some were open only during hot-
weather months when demand was high.
12
In the 1920s: Bottling overtakes fountain sales
As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating
in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons
were a huge hit starting in 1923. A few years later, open-top metal coolers
became the forerunners of automated vending machines. By the end of
the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
During the war, 64 bottling plants were set up around the world to supply
the troops. This followed an urgent request for bottling equipment and
materials from General Eisenhower's base in North Africa. Many of these
war-time plants were later converted to civilian use, permanently
enlarging the bottling system and accelerating the growth of the
Company's worldwide business.
For the first time, consumers had choices of Coca-Cola package size and
type-the traditional 6.5 ounce Contour Bottle, or larger servings including
10, 12 and 26 ounce versions. Cans were also introduced, becoming
generally available in 1960.
13
In the 1960s: Introduction of new brands
Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr.
Pibb and Mello Yello were added in the 1970s. The 1980s brought diet
Coke and Cherry Coke, followed by PowerAde and Fruitopia in the
1990s. Today scores of other brands are offered to meet consumer
preferences in local markets around the world.
Political and economic changes opened vast markets that were closed or
underdeveloped for decades. After the fall of the Berlin Wall, the
Company invested heavily to build plants in Eastern Europe. As the
century closed, more than $1.5 billion was committed to new bottling
facilities in Africa.
The Coca-Cola bottling system grew up with roots deeply planted in local
communities. This heritage serves the Company well today as consumers
seek brands that honor local identity and the distinctiveness of local
markets. As was true a century ago, strong locally based relationships
between Coca-Cola bottlers, customers and communities are the
foundation on which the entire business grows.
14
۩AWARDS
C
oca-Cola Wins
Golden
Peacock
Awards For
Environment (From left): Bill Schultz, CEO,
Management In India Hindustan Coca-Cola Beverages Pvt ltd,
Dr Madhav Mehra, President of the
In recognition of Coca-Cola’s World Council for Corporate
efforts in water management & Governance, UK, Baba Hardev Singhji
conservation, Maharaj, Head Nirankari Mission, Ola
World Environment Foundation Ullsten, former Prime Minister of
jointly with World Council for Sweden, Sudhanshu Pokhriyal, Director
CorporateGovernance Hyderabad & Coastal Andhra Pradesh
conferred Golden Peacock operations & Ameer Shahul, Region PA
award to Coca-Cola India’s & C Manager (south), recieving the
Atmakuru Unit in Golden Peacock trophy & the citation.
AndhraPradesh.
15
“As a Company, we remain committed to continually improving our
operations to optimize the use of resources for sustainable growth”, said
Bill Schultz while receiving the award.
In the past, the Atmakuru Unit has won laurels for its best environmental
practices. Some of them include - AP Pollution Control Board Award for
Cleaner Production for Excellence in Water conservation in 2003;
Appreciation from National Safety council, Best Employer Award from
AP Government 2005 and CII-Exim Bank recognition for Business
Excellence in 2005.
16
The Golden Peacock Global CSR Award showcases the “human face of
business” by recognizing the continuing commitment of companies “to
behave ethically and contribute to economic development while
improving the quality of life of the workforce, their families and the local
community and society at large.”
17
The award recognizes Coca-Cola India’s water conservation/management
and community development initiatives. The Company has installed 320
Rain Water Harvesting (RWH) structures in 17 states and has restored
several traditional water bodies like the Sarai Bawari and Kale Hanuman
ki Bawari in Jaipur and check dams across the country.
18
In 2006, the World Environment Foundation (WEF) honored Coca-Cola
India with the Golden Peacock Environment Management Special
Commendation Award for its world-class environment practices.
Dr. Olla Ullsten, former Local community using A photo of the drinking
Prime Minister of Sweden water from the water project in 100
and Chairman of the rejuvenated Sarai Bawari schools, launched by the
Awards jury presenting the at Amer, near Jaipur, Company in Chennai,
Golden Peacock Global Rajasthan which will benefit nearly
Award for Corporate 30,000 children on
Social Responsibility to completion
Deepak Jolly, Vice
President, Public Affairs
& Communication, Coca-
Cola India.
19
Community Recognition To Coca-Cola India
Coca-Cola India has worked with the government, local bodies & the
entire community of Kaladera in the area of water conservation. This
includes restoration of Sarai Bawri & Kale Hanuman ki Bawri - historical
step wells (over 400 years old), providing water to the people of the
community. The company has constructed over 140 recharge shafts in the
area. Rain water harvesting projects have been set up in various schools,
government bodies & the community areas.
20
No other company has ever come forward & worked towards the welfare
of the Kaladera Community except Coca-Cola. We appreciate the efforts
taken by Coca-Cola for the conservation of water in Kaladera." said
Bhura Mal Sharma, a 65 year old
farmer.
21
"There is no better ways to be recognized for your dedicated community
efforts than by the people of the community themselves. Getting such a
recognition at Holi, which is a festival of colors and binds people together
shows the confidence that the community has in us", concluded Sunil
Sharma.
22
Coca-Cola India has worked with the government, local bodies & the
entire community of Kaladera in the area of water conservation. This
includes restoration of Sarai Bawri & Kale Hanuman ki Bawri - historical
step wells (over 400 years old), providing water to the people of the
community. The company has constructed over 140 recharge shafts in the
area. Rain water harvesting projects have been set up in various schools,
government bodies & the community areas.
"No other company has ever come forward & worked towards the welfare
of the Kaladera Community except Coca-Cola. We appreciate the efforts
taken by Coca-Cola for the conservation of water in Kaladera."
Chhittarmal Hatwal, Sarpanch (head) of Kaladera.
23
National Award for Excellence in(from left) - Venkata Ramana
Water Management for ’WaterRao - Minister of Infrastructure-
Efficient Unit’ Andhra Pradesh presenting the
award to G S Raghu - Region
Manager-Technical & Quality
(North) and Raman Goel,
Factory Manager, Hindustan
Coca-Cola Beverages, Varanasi
24
Coca-Cola wins Bhagidari Award- Fourth time in a row
Coca-Cola India won the Delhi Government's Bhagidari Award for the
4th consecutive year for its efforts in Water Conservation and Community
Development. The award was presented on the second day of the two day
Bhagidari Utsav at Pragati Maidan, New Delhi on February 3, 2007 by
the Hon'ble Chief Minister of Delhi, Smt. Ms. Sheila Dikshit. We took
this opportunity to also present the Water Calendar 2007 to the Hon'ble
CM.
25
Our Water Conservation stall was visited both by the Hon'ble Chief
Minister Ms. Sheila Dikshit as well as by the Hon'ble Mr. A. K. Walia,
Minister for Finance, Planning, P.W.D & Urban Development, Delhi
Government, who were briefed about the various programs undertaken by
the Company to spread awareness and to conserve water. The dignitaries
were very appreciative of our efforts. We had showcased a device called
'Drip Gauge' for the first time in the country at the stall. Drip Gauge is a
simple but effective tool to sensitize people to save water. A 3-D Rain
Water Harvesting (RWH) model demonstrating the utility, functioning
and commissioning of Rain Water Harvesting projects at individual
households & residential colonies was also on display. In addition, people
were apprised of simple methods to Reduce, Reuse, Recycle and
Recharge water in their daily lives.
Our stalls evoked tremendous response from all stakeholders and nearly
3000 people visited our stalls during the event. Of these, nearly 2500
participated in the two quiz contests that we ran at the stalls. Several
Resident Welfare Associations and NGOs also approached us seeking our
guidance and help for RWH and PET Recycling programs in their
colonies.
26
World Environment Foundation Awards - 2005 Golden Peacock
27
The Kaladera unit qualified on stringent selection criteria of an eminent
international and national jury of experts after a thorough evaluation of
the plants compliance with a WEF prescribed program assessment format
covering various issues related to environment management. The
assessment covered a period of one year from 1st April 2004 to 31st
March 2005 and several environmental performance indicators were
monitored and evaluated according to WEFs stringent parameters, for
grant of this award. Some of the environmental performance monitors
are: energy use, water use, wastewater discharge, compliance with
Government regulations and positive impact on local community.
28
۩ ISO CERTIFATE
The Company started its compliance effort in February, 2002 and the
Bidadi plant near Bangalore in the southern State of Karnataka was the
first plant to receive this prestigious the tough evaluation criteria and
standards of the ISO auditors.
"We have been able to achieve this due the unwavering commitment and
belief demonstrated by all our associates in protecting, preserving and
enhancing the environment," says India Division President Sanjiv Gupta.
29
The environment management system has resulted in other significant
business benefits, including conservation of resources, increased
productivity and reduction of overall wastages.
The Division is now working hard to extend the ISO footprint across the
entire franchisee owned bottling system as well. accreditation in January
2003.
Strict division compliance with the EKO system ensured that the bottling
plants were ready to meet.
30
۩ PRESIDENT TALK
President's profile
Atul Singh
31
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
Division. The Division consisted of Shanghai, the Swire Territories of
China, Hong Kong and Taiwan. Additionally, Atul was also responsible
for the global and strategic Key Customer Relationships for Greater
China and was a member of the Customer Leadership Council. Prior to
this, Atul served as Deputy Division President and headed the Operations
group of China Division. Under his leadership, mainland China
operations were among the fastest growing Coca-Cola businesses.
Prior to joining Coca-Cola, Atul worked with The Colgate Palmolive
Company for 10 years and held several roles including Country General
Manager, Nigeria (1995-1998), Finance Director and then Country
General Manager, Romania (1992-1995) and Finance Manager, Body
Care Division, USA (1990-1992). Prior to Colgate, Atul worked as an
Auditor with Price Waterhouse in New York.
32
CHAPTER – II
۩ PRODUCTION PROCESS
۩ LIST OF PRODUCTS
۩ PRODUCT DISCRIPTION
33
۩ PRODUCTION PROCESS
MANUFACTURING PROCESS
34
T he manufacturing of the products of Coca-Cola involves the
following steps:
• Water is received from the River Cauvery and it passes through the
water treatment plant, further passing through the sand filter and the
activated carbon filter, so as to attain pure cleansed water.
• Once both the water and the final syrup are ready, they are both mixed
together and sent to the carbonator section where Carbon Dioxide is
added to the mixture to form the final product.
• The product is finally filled in the bottles, crowned (in case of RGB)/
capped (in case of PET bottles), labeled and cased in order to be sent
into the warehouse for distribution.
35
۩ LIST OF PRODUCTS
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
۩ PRODUCT DISCRIPTION
Brand Name: Coca-Cola
C
oca-Cola: Coca-Cola is the most popular and biggest-selling
soft drink in history, as well as the best-known product in the
world. Created in Atlanta, Georgia, by Dr. John S. Pemberton,
Coca-Cola was first offered as a fountain beverage by mixing
Coca-Cola syrup with carbonated water. Coca-Cola was introduced in
1886, patented in 1887, registered as a trademark in 1893 and by 1895 it
was being sold in every state and territory in the United States. In 1899,
The Coca-Cola Company began franchised bottling operations in the
United States. Coca-Cola might owe its origins to the United States, but
its popularity has made it truly universal. Today, you can find Coca-Cola
in virtually every part of the world.
Available in the following flavors: Cola, Cola Green Tea, Cola Lemon,
Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.
59
F
anta: Available in Europe since the 1940s, Fanta was
introduced in the United States in 1960. Consumers around the
world, particularly teens, fondly associate Fanta with happiness
and special times with friends and family. This positive
imagery is driven by the brand's fun, playful personality, which goes hand
in hand with its bright color, bold fruit taste and tingly carbonation.
Beginning in 2009, the U.S. markets will see Fanta Regular Orange,
Fanta Zero Orange, Fanta Apple and Fanta Grapefruit in 100% natural
flavors.
60
K inley: Kinley is a carbonated water that comes in wide array of
variants such as tonic, bitter lemon, club soda and a myriad of
fruit flavors.
61
L
imca: This thirst-quenching beverage features a fresh, light
lemon-lime taste and fun-loving attitude. It's a home-grown,
national treasure in India, where it was acquired by The Coca-
Cola Company in 1993. Limca continues to build a loyal
following among young adults who love the lighthearted way it
complements the best moments of their lives.
62
Introduced in 1961, Sprite is the world's leading lemon-lime flavored
soft drink. Sprite is sold in more than 190 countries and ranks as the No.
4 soft drink worldwide, with a strong appeal to young people. Millions of
people enjoy Sprite because of its crisp, clean taste that really quenches
your thirst. But Sprite also has an honest, straightforward attitude that sets
it apart from other soft drinks. Sprite encourages you to be true to who
you are and to obey your thirst.
63
T
hums-up is also considered to be a cola drink. It is hard in
comparison to coke. It is preferred by all section of consumers
but especially to teen-agers. It is a big source of company to
cash its publicity.
64
K inley water is a fresh and mineral water and market competitor of
Bisleri and Aquafina.
65
I
n Minute maid pupply orange cold drink no gas only based on
orange juice. It is a non-aerated soft drink and market competitor of
Tropicana Twister.
66
CHAPTER - III
MARKETING RESEARCH
۩ SITUATION ANALYSIS
۩ DISTRIBUTION CHANNEL
۩ SALES PROMOTION
۩ MARKETING MIX
67
۩ SITUATION ANALYSIS
Market Analysis:
T
he market analysis investigates both the internal and external
business environment. It is vital that Coca cola carefully
monitor both the internal and external aspects regarding it’s
business as both the internal and external environment and
their respective influences will be decisive traits in relation to Coke’s
success and survival in the soft drink industry.
68
Product Life cycle:
When referring to each and every product or service ever placed before
the consumer i.e. in the long term all the existing products and services
are dead. For e.g.:- Replacement of Ford Cortina ( a highly successful
car) by Ford Sierra, the replacement of sierra by the Ford Mondeo and the
replacement of the old Mondeo by the new Mondeo in 2001. So every
product is born, grows, matures and dies. So in the commercial market
place products and services are created, launched and withdrawn in a
process known as Product Life Cycle.
69
۩ DISTRIBUTION CHANNEL
BOTTLER’S AGREEMENTS AND DISTRIBUTION
AGREEMENTS
S
eparate contracts (‘‘Bottler’s Agreements’’) exist between our
Company and each of its bottlers regarding the manufacture and
sale of soft drinks. Subject to specified terms and conditions and
certain variations, the Bottler’s Agreements generally authorize
the bottler to prepare particular designated Company Trademark
Beverages, to package the same in particular authorized containers, and to
distribute and sell the same in (but generally only in) an identified
territory. The bottler is obligated to purchase its entire requirement of
concentrates or syrups for the designated Company Trademark Beverages
from the Company or Company authorized suppliers. We typically agree
to refrain from selling or distributing or from authorizing third parties to
sell or distribute the designated Company Trademark Beverages
throughout the identified territory in the particular authorized containers;
however, we typically reserve for ourselves or our designee the right (1)
to prepare and package such beverages in such containers in the territory
for sale outside the territory and (2) to prepare, package, distribute and
sell such beverages in the territory in any other manner or form.
Territorial restrictions on bottlers vary in some cases in accordance with
local law. The Bottler’s Agreements between us and our authorized
bottlers in the United States differ in certain respects from those in the
other countries in which Company Trademark Beverages are sold. As
further discussed below, the principal differences involve the duration of
the agreements; the inclusion or exclusion of canned beverage production
rights; the inclusion or exclusion of authorizations to manufacture and
distribute fountain syrups; in some cases, the degree of flexibility on the
part of the Company to determine the pricing of syrups and concentrates;
and the extent, if any, of the Company’s obligation to provide marketing
support.
70
OUTSIDE THE UNITED STATES.
In certain parts of the world outside the United States, we have not
granted comprehensive beverage production rights to the bottlers. In such
instances, we or our designees typically sell canned (or in some cases
bottled) Company Trademark Beverages to the bottlers for sale and
distribution throughout the designated territory under distribution
agreements, often on a non-exclusive basis. A majority of the Bottler’s
Agreements in force between us and bottlers outside the United States
authorize the bottler to manufacture and distribute fountain syrups,
usually on a non-exclusive basis. Our Company generally has complete
flexibility to determine the price and other terms of sale of the
concentrates and syrups we sell to bottlers outside the United States. In
some instances, however, we have agreed or may in the future agree with
the bottler with respect to concentrate pricing on a prospective basis for
specified time periods. Outside the Unite States, in most cases we have
no obligation to provide marketing support to the bottlers. Nevertheless,
we may, in our discretion, contribute towards bottler expenditures for
advertising and marketing. We may also elect to undertake independent or
cooperative advertising and marketing activities.
71
WITHIN THE UNITED STATES.
In the United States, with certain very limited exceptions, the Bottler’s
Agreements for Coca-Cola and other cola-flavored beverages have no
stated expiration date. Our standard contracts for other soft drink flavors
and for noncarbonated beverages are of stated duration, subject to bottler
renewal rights. The Bottler’s Agreements in the United States are subject
to termination by the Company for nonperformance or upon the
occurrence of certain defined events of default which may vary from
contract to contract. The so-called ‘‘1987 Contract,’’ described below, is
terminable by the Company upon the occurrence of certain events
including:
• The bottler’s insolvency, dissolution, receivership or the like;
• Any disposition by the bottler or any of its subsidiaries of any voting
securities of any bottler subsidiary
Without the consent of the Company;
• Any material breach of any obligation of the bottler under the 1987
Contract; or
• Except in the case of certain bottlers, if a person or affiliated group
acquires or obtains any right to acquire beneficial ownership of more than
10% of any class or series of voting securities of the bottler without
authorization by the Company.
Under the terms of the Bottler’s Agreements, bottlers in the United States
are authorized to manufacture and distribute Company Trademark
Beverages in bottles and cans. However, these bottlers generally are not
authorized to manufacture fountain syrups. Rather, as described above,
our Company manufactures and sells fountain syrups to authorized
fountain wholesalers (including certain authorized bottlers) and some
fountain retailers. These wholesalers in turn sell the syrups or deliver
them on our behalf to restaurants and other retailers.
72
In the United States, the form of Bottler’s Agreement for cola-flavored
soft drinks that covers the largest amount of U.S. volume (the ‘‘1987
Contract’’) gives us complete flexibility to determine the price and other
terms of sale of soft drink concentrates and syrups for cola-flavored
Company Trademark Beverages (‘‘Coca-Cola Trademark Beverages’’)
and other Company Trademark Beverages. In some instances, we have
agreed or may in the future agree with the bottler with respect to
concentrate pricing on a prospective basis for specified time periods.
Bottlers operating under the 1987 Contract accounted for approximately
88% of our Company’s total United States gallon sales for bottled and
canned beverages, excluding direct sales by the Company of juice and
juice-drink products and other finished beverages (‘‘U.S. bottle/can
gallon sales’’) in 2003.
73
LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA
DISTRIBUTION NETWORK
74
The customers of the Company are divided into different categories and
different routes, and every salesman is assigned to one particular route,
which is to be followed by him on a daily basis. A detailed and well
organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency
thereby leading to higher profits to the firm.
DISTRIBUTION ROUTES
75
• General: Under this route, all the outlets that come in a particular area
or an area along with its neighboring areas are catered to. The
consumption period is not taken into consideration in this particular
route.
DISTRIBUTION SYSTEM
76
• Shipping or Warehousing Department: It dispatches goods as per
approved by order, ensures that stocks are dispatched on a FIFO basis,
ensures physical control over load out area and updates warehouse
stock records in a timely manner.
77
۩ SALES PROMOTION
78
79
80
Coca-Cola Displays Cherry Coke
C
oca Cola North America
recently use this case stacker
display to highlight cans of
both Cherry Coke and
Cherry Coke Zero in grocery stores.
The cans of Cherry Coke and Cherry Coke Zero were well organized on
both sides of the display.
This display was created for Coca Cola North America by Ellie, Inc.,
(www.ellieinc.net), an O’Fallon, MO-based promotion agency and point-
of-purchase display firm.
81
are, how good your product is and where they can buy it. Promotion is
also used to persuade the customers to try a new product, or buy more of
an old product.
Every age of group like all the products of coca-cola. Now a days it
become a household necessary item. In field of marketing many kind of
surveys are conducted by Coca-Cola team time to time. This is end & last
feedback for any kind of organization. By the specific survey, which was
conducted by Coca- Cola organization want to know about the right
picture.
82
• Discount for retailers.
• Scheme for retailers.
• Focus on villages’.
83
our sales promotional discount scheme which is enabling us retailer’s link
with our product”. Herminder Singh chabada (STL) Coca-Cola
According to company sources main focus now on rural market. In 2000
the Coca-Cola India spokes women Nantoo Banerjee said that.
“The real market in India is the rural market. If u can crack it, there is
tremendous potential.” CCI begin focus on rural areas after 2000 in order
to increase volumes. This decision is giving a huge size & potential
market to company. It is clear that CCI would have shifted its focus to
rural market. “THANDA” GOSE RURAL In early 2002 CCI launched a
new advertising campaign for attract more rural consumers. The aids with
India leading bollywood star Amir Khan. With movie of lagan. (Thanda
Matlab Coca- The tag line of aid is Cola)
Outlets which only sales coca-cola product and gives good sale to
company, Are consider in this category company gives extra schemes,
discount and other gift to these shops and tries to keep them happy and
make long relationship. Problem of these kinds of outlets resolve as soon
as possible aggressive advertisement.
84
them. Successful advertisement campaigns like “taaza mango , maaza
mango” and “ botal mein aam, maaza hain naam”. Halp lot to make
market image of maaza. Coca-cola advertising cam gains Jo Chaho Ho
Jaye. & Life Ho To Asi were very popular & had entered in youth
vocabulary. Matlab In 2002 company launched the campaign “Thanda
Coca-Cola” which is sky rocketed the brand to make.Coca- Cola lunched
so many advertising for rural market capture Amir soniyoThanda piyo
Khan’s aid “Oye Social festivals in rural areas. 27
85
12% annually, compared with advertising increase of only 7.7%. SALES
PROMOTION IS BASICALLY in 3 FORMS. Consumer promotion:-
Targeted final buyers. Trade promotion: - Targeted retailers &
wholesalers.
86
Various types of sales promotion methods are being used in organization
in Coca-Cola these following methods are using in sales promotion
technique. Consumer sales promotion methods. Traders, wholesalers,
retailer’s sales promotion methods. Sales force promotion methods.
Consumer sales promotion methods:- Consumer sales promotion methods
are those methods which are directed at consumers to induce them to buy
the company’s product the are some consumer sales promotion devices.
87
۩ MARKETING MIX
T
he marketing mix is probably the most crucial stage of the
marketing planning process. This is where the marketing
tactics for each product are determined. The marketing mix
refers to the combination of the four factors (price, promotion,
product, and place) that make up the core of a business’s marketing
strategy. In this step of the marketing planning process, marketing mix
must be designed to satisfy the wants of target markets and achieve the
marketing objectives. The most successful businesses have continually
monitored and changed their marketing mix due to respective internal and
external factors and have monitored the external business environment in
order to maximize their marketing mix components.
88
Product:
Many Products are physical objects that you can own and take home. But
the word product means much more than just physical goods. In
marketing, product also refers to services, such as holidays or a movie,
where you enjoy the benefits without owning the result of the service.
Businesses must think about products on three different levels, which are
the core product, the actual product and the augmented product. The core
product is what the consumer is actually buying and the benefits it gives.
Coca Cola customers are buying a wide range of soft drinks. The actual
product is the parts and features, which deliver the core product.
Consumers will buy the coke product because of the high standards and
high quality of the Coca Cola products. The augmented product is the
extra consumer benefits and services provided to customers. Since soft
drinks are a consumable good, the augmented level is very limited. But
Coca Cola do offer a help line and complaint phone service for customers
who are not satisfied with the product or wish to give feedback on the
products.
Positioning
89
Branding
It is often hard to say exactly why we buy one company’s product over
another. Companies such as Nike and Adidas spend large amounts of
money trying to win consumers away from their competitors who make
products that are very similar. The popularity of the brand is often the
deciding factor. Over the time Coca Cola has spent millions of dollars
developing and promoting their brand name, resulting in world wide
recognition. 'Coca-Cola' is the most recognized trademark, recognized by
94% of the world's population and is the most widely recognized word
after "OK". Coca Cola’s red and white colors and special writing are all
examples of world-wide trademarks.
Packaging
90
Price:
Price is a very important part of the marketing mix as it can effect both
the supply and demand for Coca Cola. The price of Coca Cola’s products
is one of the most important factors in a customer’s decision to buy. Price
will often be the difference that will push a customer to buy our product
over another, as long as most things are fairly similar. For this reason
pricing policies need to be designed with consumers and external
influences in mind, in order to effectively achieve a stable balance
between sales and covering the production costs.
Price strategies are important to Coca Cola because the price determines
the amount of sales and profit per unit sold. Businesses have to set a price
that is attractive to their customers and provides the business with a good
level of profit. Long before a sale was ever made Coca Cola had
developed a forecast of consumer demand at different prices which
inevitably determined whether or not the product came on the market, as
well as the allocation of adequate money and resources to produce
promote and distribute the product.
The pricing Strategy a business will use will have to focus on achieving
the marketing plan’s objectives and support the positioning of the
product, and take external factors such as economic conditions and
competitors in to account. There are 5 strategies available to business:
Market skimming pricing, Penetration pricing, Loss leaders, Price Points
and Discounts. Over the years Coca Cola has used Penetration Pricing as
a way of grabbing a foothold in the market and won a market share. It’s
product penetrated the marketplace. Once customer loyalty is established
as seen with Coca Cola it is then able to slowly raise the price of its
product. There has been a fierce pricing rivalry between Coca Cola and
Pepsi products as each company competes for customer recognition and
satisfaction. Till now it appears as if Coke has come up on top, although
in order to gain long term profits Coke had to sacrifise short term profits
where in some cases it either went under of just broke even, but as seen it
has been all for the best.
91
Pricing Methods
Promotion:
92
The promotional mix is the combination of personal selling, advertising,
sales promotion and public relations that it uses in its marketing plan.
Above the line promotions refers to mainstream media:Advertising
through common media such as television, radio, transport, and
billboards and in newspapers and magazines. Because most of the target
is most likely to be exposed to media such as television, radio and
magazines, Coca Cola has used this as the main form of promotion for
extensive range of products. Although advertising is usually very
expensive, it is the most effective way of reminding and exposing
potential customers to Coca Cola Products. Coca Cola also utilizes below
the line promotions such as contests, coupons, and free samples. These
activities are an effective way of getting people to give your product a go.
The place P of the marketing mix refers to distribution of the product- the
ways of getting the product to the market.The distribution of products
starts with the producer and ends with the consumer.
One key element of the “Place/Distribution” aspect is the respective
distribution channels that Coca Cola has elected to transport and sell its
product.
93
There are four types of distribution strategies that Coca Cola could have
chosen from, these are: intensive, selective, exclusive and direct
distribution. It is apparent from the popularity of the Coca Cola’s product
on the market that the business in the past used the method of intensive
distribution as the product is available at every possible outlet. From
supermarkets to service stations to your local corner shop, anywhere you
go you will find the Coca Cola products.
94
CHAPTER - IV
RESEARCH METHODOLOGY
۩ RESEARCH OBJECTIVE
۩ RESEARCH ANALYSIS
۩ RESEARCH TESTS
95
۩ RESEARCH OBJECTIVE
OBJECTIVE OF SUTDY
96
• SOURCES OF DATA
Primary data was collected from the distributors and general public by
interviewing them and filling the questionnaire.
97
• QUESTIONNAIRE
It was seen that the language of the questions framed was simple and
easy so as to avoid confusions and to attain more accuracy in
collecting data.
It was taken care that questions were not framed in a way that would
go more personal to the person.
It was seen that the general question were asked first and personal
questions were asked last.
The number of questions in the questionnaire was kept less and most
of them contain supplementary options.
SAMPLING METHOD
I adopted simple random sampling method to select sample for the
survey.
SAMPLE SIZE
Among the different methods of selecting sample size like Adhoc and
Statistical, I have adopted the Adhoc method and decided the sample
size to be 100 for survey.( 25 for distributors and 75 for general
public).
98
۩ RESEARCH ANALYSIS
PRODUCT THAT SELL MORE IN MARKET
ACCORDING TO DISTRIBUTORS
9
8
7 8
SELL IN MARKET
6
5 6
4 5
3
2 3
1 2
1
0
THUMS- SPRITE COKE MAAZA FANTA LIMCA
UP
PRODUCTS
99
PRODUCT THAT REQURES MORE SALES
PROMOTION ACCORDING TO DISTRIBUTORS
8
7
7
6
SELL IN MARKET
5
4 5
3 4 4
2 3
1 2
0
THUMS- SPRITE COKE MAAZA FANTA LIMCA
UP
PRODUCTS
100
WHICH MARKETING ACTIVITY CAN INCREASE
SALES ACCORDING TO DISTRIBUTORS
16
14
12 14
10
NUMBERS
8
6
7
4
4
2
0
PUBLICITY PERSONAL SELLING ADVERTISEMENT
MARKETING ACTIVITY
101
WILL SALES PROMOTION CAN INCREASE SALES
ACCORDING TO DISTRIBUTORS
18
16
14 17
12
NUMBERS
10
8
6
4 5
2 3
0
YES NO CAN'T SAY
CATEGORY
102
DO LOCAL BRAND CAN AFFECT SALES OF COCA-
COLA ACCORDING TO DISTRIBUTORS
14
12
10 13
NUMBERS
8
8
6
4
4
2
0
YES NO CAN'T SAY
CATEGORY
103
RANK 1 GIVEN
10
12
0
2
4
6
8
7
PROFIT
2
DEMAND
CUSTOMER
SATISFACTION 4
PARAMETERS
QUANTITY
2
SOLD
RANK 1 PARAMETERS GIVEN BY DISTRIBUTORS
QUALITY SOLD
10
104
PRODUCT THAT PREFERED MORE BY GENERAL
PUBLIC
AGE GROUP
12
20-25
13 35
26-30
31-35
ABOVE 35
15
105
PREFERED PRODUCT OF COCA-COLA BY GENERAL
PUBLIC
7
10 THUMS-UP
30 SPRITE
COKE
MAAZA
FANTA
15
LIMCA
5 8
106
RANK 1 PARAMETERS GIVEN BY GENERAL PUBLIC
25
20
RANK1 GIVEN
15
10
25
5 22
18
10
0
TASTE QUALITY BRAND PRICE
PARAMETERS
107
EDUCATION
SCHOOLING
GRADUATION
POST GRADUATION
20
25
30
108
IS PRODUCTS OF COCA-COLA ARE OVER PRICED
ACCORDING TO GENERAL PUBLIC
42
45
40
35 27
30
NUMBERS
25
20
15 6
10
5
0
YES NO CAN'T SAY
CATEGORY
109
DO ADVERTISEMENT CAN INCREASE SALES
ACCORDING TO GENERAL PUBLIC
47
50
45
40
35 26
NUMBERS
30
25
20
15
2
10
5
0
YES NO CAN'T SAY
CATEGORY
110
WHICH ADVERTISEMENT IS LIKED MUCH
ACCORDING TO GENERAL PUBLIC
25
20
NUMBERS
15 20
17
10 15
5 10
8
5
0
THUMS- SPRITE COKE MAAZA FANTA LIMCA
UP
PRODUCTS
111
۩ RESEARCH TESTS
TESTING OF HYPOTHESIS USING CHI-SQUARE TEST
THUMS UP 8 6 14
MAAZA 6 5 11
TOTAL 14 11 25
112
CHI-SQUARE TABLE
EXPECTED
OBSERVED
SR NO. FREQUENCY (OI-EI) (OI-EI)2/EI
FREQUENCY OI
EI
1 8 7.84 0.16 0.003
TOTAL 0.016
Conclusion:
Here null hypothesis is accepted that means Sales of Thums up and
Maaza can be increase by doing advertisement.
113
TESTING OF HYPOTHESIS USING Z -TEST
P = 0.30 and
q = 0.70
114
CHAPTER – V
115
INTRODUCTION TO BCG MATRIX
T
he BCG matrix is based on the product life cycle theory that
can be used to determine what priorities should be given to a
business unit. This can be explaining with the help of
following FOUR fictitious business symbols.
116
QUESTION MARK :- Question marks are businesses with low point
share but which may have a high growth rate. This suggests that they
have potential but may require huge ever, a competing force
extraordinary effort in order to grow point share.
DOGS :- The term dog refer to businesses that have low relative share
and low expected growth rate. Dogs may generate enough points to
sustain but they are rarely, if ever, a competing force.
117
POSITION OF THUMS-UP
118
POSITION OF MAAZA
119
POSITION OF LIMCA
120
POSITION OF COCA-COLA
121
POSITION OF SPRITE
122
POSITION OF FANTA
123
CHAPTER – VI
SWOT ANALYSIS
124
S
WOT stands for Strengths Weakness Opportunities Threats.
SWOT analysis is a technique much used in much general
management as well as marketing scenarios. SWOT consists of
examining the current activities of the organization- its Strengths
and Weakness- and then using this and external research data to set out
the Opportunities and Threats that exist.
Strengths:
Coca-Cola has been a complex part of world culture for a very long time.
The product's image is loaded with over-romanticizing, and this is an
image many people have taken deeply to heart. The Coca-Cola image is
displayed on T-shirts, hats, and collectible memorabilia. This extremely
recognizable branding is one of Coca-Cola's greatest strengths. "Enjoyed
more than 685 million times a day around the world Coca-Cola stands as
a simple, yet powerful symbol of quality and enjoyment" (Allen, 1995).
Additionally, Coca-Cola's bottling system is one of their greatest
strengths. It allows them to conduct business on a global scale while at
the same time maintain a local approach. The bottling companies are
locally owned and operated by independent business people who are
authorized to sell products of the Coca-Cola Company. Because Coke
does not have outright ownership of its bottling network, its main source
of revenue is the sale of concentrate to its bottlers.
Weaknesses:
125
about 35% of Coke's volume and none of these markets are performing to
expectation.
Coca-Cola on the other side has effects on the teeth which is an issue for
health care. It also has got sugar by which continuous drinking of Coca-
Cola may cause health problems. Being addicted to Coca-Cola also is a
health problem, because drinking of Coca-Cola daily has an effect on
your body after few years.
Opportunities:
Threats:
126
market. Consumer buying power also represents a key threat in the
industry. The rivalry between Pepsi and Coke has produce a very slow
Moving industry in which management must continuously respond to the
changing attitudes and demands of their consumers or face losing market
share to the competition. Furthermore, consumers can easily switch to
other beverages with little cost or consequence.
127
CHAPTER – VII
SOCIAL RESPONSIBILITY
128
coca-cola in India
C
oca-Cola, the corporation nourishing the global community
with the world’s largest selling soft drink concentrates since
1886, returned to India in 1993 after a 16 year hiatus, giving a
new thumbs up to the Indian soft drink market. In the same
year, the Company took over ownership of the nation’s top soft-drink
brand and bottling network. It’s no wonder our brands have assumed an
iconic status in the minds of the world’s consumers.
129
in giving an exponential growth to the country’s job listings.
These are only some of the facts that speak about our commitment to the
growth of the Indian Economy.
Our promise
The Coca-Cola Company believes our business has always been based on
the trust consumers everywhere place in us-trust that is earned by what
we do as a corporate citizen and by our ability to live our values as a
commercial enterprise.
130
There is much in our world to celebrate, refresh, strengthen and protect.
At the heart of our business is the trust consumers place in us. They
rightly expect that we are managing our business according to sound
ethical principles, that we are enhancing the health of our communities,
and that we are using natural resources responsibly.
131
We will serve the people who enjoy our brands through innovation,
superb customer service, and respect for the unique customs and cultures
in the communities where we do business.
132
Strengthen the community
WATER MANAGEMENT
Water Conservation
Jal Tarang- a Festival to celebrate Water & Culture
133
Statement from Coca-Cola India on the Assessment of Water Resource
Management Practices by TERI
134
collaboration with CII & ICRISAT
Cola-Cola India wins the Bhadigari award from the Delhi government
for its efforts in community development
Rajasthan Minister Prof. Sanwar Lal Jat dedicates Sarai Bawari to the
community
135
Citizenship in action
Education
Coca-Cola Restores Education & Welfare to the Children in Kashmir
Valley
Health
Warangal Meet Ends, Witnesses Active Participation from Rural Youth
Coca-Cola India supports Perfect Health Mela for 5th consecutive year
towards its commitment to Health and Wellness
Water Conservation
Jal Tarang- a Festival to celebrate Water & Culture
136
Coca-Cola India Collaborates with UN-HABITAT to Improve Access
to Water & Sanitation in India & Nepal
And More....
Coca-Cola Joins Hands To Help The Flood Affected In Bihar
CIFA - Thums Up Rural Games, 2007 Connect with the Global Virtual
World- launch an interactive website
137
CHAPTER – VIII
CONCLUSION
138
F rom the survey done on distribution channel and sales promotion
it was concluded that according to distributors among all the
products of coca-cola thums-up is more in demand.
More over when the question was asked that which product of coca-cola
requires more sales promotion then the answer came was coke.
Also 17out of 25 agreed with the statement that sales promotion can
increase sales.
When question was asked that which marketing activity can increase
sales then the answer came that advertising can help more in increasing
the sales of products of coca-cola.
When the question was asked that out of different parameters which is the
most important parameter for them that affects their business the most
then the answer came that for them quality sold is most important
parameter.
When the question asked to general public that which is their preferred
soft drink among different products of coca-cola then most of them liked
thums-up.
Again when they were asked to give rank 1 parameter to the products
according to their preference then most of them have given rank 1 to taste
of different products of coca-cola.
When they were asked that whether they feel that the price of products of
coca-cola are over priced or not then 42 out of 75 agreed that price are
more then it should be.
139
CHAPTER – IX
BIBLIOGRAPHY
140
BOOKS
MAGAZINES
1. Business Today
2. Outlook
3. Insight
4. Advance Edge
NEWSPAPERS
WEBSITES
www.google.com
www.cokeiindia.com
www.coca-colaindia.com
www.oligopolywatch.com
www.superbrand.com
141
CHAPTER – X
ANNEXURES
142
QUESTIONNAIRE FOR DISTRIBUTERS
GENERAL INFORMATION
143
5. Being distributor give parameter to the following according to your
preferences / importance.
7. Do you think local brands of soft drink can affect the demand of
COCA-COLA?
PERSONAL INFORMATION
Name: ------------------------------------------------------------------------
Bussiness experience: -
144
QUESTIONNAIRE FOR GENERAL PUBLIC
GENERAL INFORMATION
145
6. Do you think product of COCA-COLA are good for health?
PERSONAL INFORMATION
Name: ------------------------------------------------------------------------
Age: -
20 to 25 26 to 30 31 to 35
Above 35
146