Acknowledgement

Behind every successful venture, there is some hand .I pay my all regard to all those
people who are directly or indirectly with me for the encouragement and because of
their immense help I could complete my project successfully.
In my prior list, I would like to express my profound sense of gratitude to thank Miss
Sarika Yadav(Faculty Guide) who provided sufficient concern whenever required.
I would also like to express my profound sense of gratitude to the authorities of
UNITED INSTITUE OF MANAGEMENT Naini, Allahabad especially to Mr.
ikas Mal!"tra (#ead "$ t!e De%art&e't "$ Ma'a(e&e't) for providing me better
guidance.

TA)*E OF +ONTENTS
S,.
NO.
TO-I+ -AGE
NO.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
OBJECTIVE OF THE STUDY
INTRODUCTION
HISTORY OF COCA COLA
ERFOR!ANCE OF THE CO!ANY
INDIAN RE"ULATORY ENVIRON!ENT
COCA COLA BUSINESS IN INDIA
SALES AND DISTRIBUTION
ADVANCE SALES # SERVICES VT. LTD.
NEED OF THE STUDY
SCOE OF THE STUDY
RESEARCH !ETHODOLO"Y
DATA ANALYSIS # INTERRETATION
S$OT ANALYSIS
ORTER 5 FORCES !ODEL
LI!ITATIONS OF THE STUDY
FINDIN"S OF THE STUDY
7
9
20
23
38
50
55
58
59
60
61
64
73
74
76
!
17.
18.
19.
CONCLUSION
SU""ESTIONS AND RECO!!ENDATIONS

BIBLIO"RAHY
77
78
79
"
O%&'()*+' ,- ).' /)012
#o check out the availability of several promotional scheme of coca$cola for
the dealers.
#o make an overall assessment of specified market to provide a better
promotional scheme for the dealers.
#o draw a comparative analysis of promotional schemes.
#o verify the market share of cola in comparison with their competitors.
#o find out whether retailer are satisfied with the replenishment system of
coke.
%
I3)4,10()*,3
4'/*1'3)5/ 4,-*6'78
Atul &ingh
'resident ( )*+,
)oca$)ola India
Atul &ingh took
over as the 'resident ( )*+, )oca$)ola India from ,st &ep. -..!. 'rior to this
assignment, Atul &ingh was the 'resident of *ast, )entral ( &outh /*)&0 )hina
1
2ivision in 3anuary -..!. 4iven the strategic importance of )hina, a 2ivision
within the greater )hina 2ivision was created. *)& )hina 2ivision consists of
&hanghai, the &wire #erritories of )hina, 5ong 6ong and #aiwan. Additionally,
Atul singh was also responsible for the global and strategic 6ey )ustomer
7elationships for 4reater )hina and was a member of the )ustomer 8eadership
)ouncil.
At )oca$)ola, we have a long stable belief that everyone who touches our
business should benefit. )oca$)ola in India provides extensive support for
community programmers across the country, with a focus on education, health ( rain
water harvesting. All key priorities of the Indian government have recogni9ed the
)ompany:s efforts with several awards.
E10(9)*,37 )oca$)ola in India is supporting community based primary education
projects set up to provide educational opportunities to marginali9ed children in slum
( villages. #ill today, the project have benefited !. schools, thousands of students,
over !..,... villagers ( over,.,... slum dwellers, as well as several villages near
bottling plants.
E3+*4,3:'3) ; )oca$)ola in India is supporting community based rainwater
harvesting projects in rural ( urban areas to help restore water level ( promote
community education in way to conserve natural resources. #hese initiatives have
benefited over ,.,... 2elhi residents, as well as local community members, both in
areas surrounding )oca$)ola bottling plants ( elsewhere.
H'96).(94'7 )oca$)ola in India is partnering with <4+:s as well as &t.3ohn:s
Ambulance Brigade /7ed )ross0 to provide free medical facilities ( information to
poor people who can not afford to visit hospital facilities. #hese efforts are helping
=
tens of thousands of underprivileged people in seven states in India, as well as
several villages near bottling plants.
#he company has also supported a range of other national initiatives, such as a major
'olio eradication drive ( drought relief programmers, in addition to support towards
the <ational )ricket )hampion for blinds ( <ational Athletics meetings for the
physically challenged.
,.
HISTORY OF COCA8COLA
John Pemberton was the inventor of Coca Cola
In >ay, ,11", )oca )ola was invented by 2octor 3ohn 'emberton a pharmacist
from Atlanta, "',4;*9. J,.3 ':%'4),3 concocted the )oca )ola formula in a three
legged brass kettle in his backyard. #he name was a suggestion given by J,.3
':%'4),3</ bookkeeper F493= R,%*3/,3.
B*4). ,- C,(9 C,69
Being a bookkeeper, ?rank 7obinson also had excellent penmanship. It was he who
first scripted @)oca$)ola@ into the following letters which has become the famous
logo of today.
,,
C,(98C,69
#he official )oca$)ola logo
T2>' )ola
!930-9()04'4 #he )oca$)ola )ompany
C,03)42 ,- O4*;*3 Anited &tates
I3)4,10('1 ,11"
R'69)'1 >4,10()/
'epsi
7) )ola
#he soft drink was first sold to the public at the soda fountain in 3acobBs 'harmacy in
Atlanta on >ay 1, ,11". About nine servings of the soft drink were sold each day.
&ales for that first year added up to a total of about C!.. #he funny thing was that it
cost 3ohn 'emberton over C%. in expanses, so the first year of sales were a loss.
In ,11%, Atlanta pharmacist and businessman, Asa )andler bought the formula for
)oca )ola from inventor 3ohn 'emberton for C-,D...
By the late ,1=.s, )oca )ola was one of AmericaBs most popular fountain
drinks, largely due to )andlerBs aggressive marketing of the product. #he )oca )ola
)ompany increased syrup sales by over ...E between ,1=. and ,=...
Advertising was an important factor in 3ohn 'emberton and Asa )andlerBs
success and by the turn of the century, the drink was sold across the Anited &tates
and )anada. At the same time, the company began selling syrup to independent
bottling companies licensed to sell the drink.
T.' E9462 D92/
)oca$)ola was created in ,11" by 3ohn 'emberton, a pharmacist in Atlanta, 4eorgia,
who sold the syrup mixed with fountain water as a potion for mental and physical
disorders.
#he ?ormula changed hands three more times before Asa 2. )andler added
carbonation and by -..D, )oca$)ola was the world:s largest manufacturer, marketer,
and distributor of <onalcoholic beverage concentrates and syrups, with more than
.. widely recogni9ed beverage brands in its portfolio. Fith the bubbles making the
difference, )oca$)ola was registered as a trademark in ,11% and by ,1=!, was being
sold in every state and territory in the Anited &tates.
In ,1==, it franchised its bottling operations in the A.&., growing quickly to reach
D%. franchisees by ,=,..5eadquartered in Atlanta with divisions and local operations
,-
in over -.. countries Forldwide, )oca$)ola generated more than %.E of its income
outside the Anited &tates by -..D.
INTERNATIONAL E?ANSION
)oke:s first international bottling plants opened in ,=." in )anada, )uba, and
'anama. By the end of the ,=-.:s )oca$)ola was bottled in twenty$seven countries
throughout the world and available in fifty$one more. In spite of this reach, volume
was low, quality inconsistent, and effective advertising a challenge with language,
culture, and government regulation all serving as barriers. ?ormer )*+ 7obert
Foodruff:s insistence that )oca$)ola wouldn:t Gsuffer the stigma of being an
intrusive American product,H and instead would use local bottles, caps, machinery,
trucks, and personnel contributed to )oke:s challenges as well with a lack of
standard processes and training degrading quality. )oca$)ola continued working for
over 1. years on Foodruff:s goal; to make )oke available wherever and whenever
consumers wanted it, Gin arm:s reach of desire.H #he &econd Forld Far proved to
be the stimulus )oca$)ola needed to build effective capabilities around the world
and achieve dominant global market share. Foodruff:s patriotic commitment Gthat
every man in uniform gets a bottle of )oca$)ola for five cents, wherever he is and at
whatever cost to our companyH
As a result of )oke:s status as a military supplier, )oca$)ola was exempt from sugar
rationing and also received government subsidies to build bottling plants around the
world to serve FFII troops.
#he ,==.:s brought a slowdown in sales growth for the )arbonated &oft 2rink
/)&20
,D
Industry in the Anited &tates, achieving only ..-E growth by -... /just under ,.
billion cases0 in contrast to the !$%E annual growth experienced during the ,=1.:s.
Fhile per capita consumption throughout the world was a fraction of the Anited
&tates:, major beverage companies clearly had to look elsewhere for the growth their
shareholders demanded. #he looming opportunity for twenty$first century was in the
world:s developing markets with their rapidly growing middle class populations.
T.' $,4615/ !,/) ,@'4-06 B4931
Interbrand:s 4lobal Brand &corecard for -..D ranked )oca$)ola the I, Brand in the
Forld and estimated its brand value at C%..! billion. #he ranking:s methodology
determined a brand:s valuation on the basis of how much it was likely to earn in the
future, distilling the percentage of revenues that could be credited to the brand, and
assessing the brand:s strength to determine the risk of future earnings forecasts.
)onsiderations included market leadership, stability, and global reach, incorporating
its ability to cross both geographical and cultural borders.
CORORATE SOCIAL RESONSIBILITY
As one of the largest and most global companies in the world, )oca$)ola took
seriously its ability and responsibility to positively affect the communities in which it
operated. #he company:s mission statement, called the )oca$)ola 'romise, stated;
G#he )oca$)ola )ompany exists to benefit and refresh everyone who is touched by
our business.H #he )ompany has made efforts towards good citi9enship in the areas
of community, by improving the quality of life in the communities in which they
operate, and the environment, by addressing water, climate change and waste
,
management initiatives. #heir activities also included the )oca$)ola Africa
?oundation created to combat the spread of 5IJKAI2& #hrough partnership with
governments, A<AI2&, and other <4+s, and the )oca$)ola ?oundation, focused
on higher education as a vehicle to build strong communities and *nhance individual
opportunity )oca$)ola:s footprint in India was significant as well. #he )ompany
employed %... )iti9ens and believed that for every direct job, D.$. more were
created in the supply chain. 8ike its parent, )oke India:s )orporate &ocial
7esponsibility /)&70 initiatives were both )ommunity and environment$focused.
'riorities included education, where primary *ducation projects had been set up to
benefit children in slums and villagesL water )onservation, where the )ompany
supported community$based rainwater harvesting projects #o restore water levels and
promote conservation education, and health, where )oke India 'artnered with <4+s
and governments to provide medical access to poor people through 7egular health
camps. In addition to outreach efforts, the company committed itself to
*nvironmental responsibility through its own business operations in India including;
*nvironmental due diligence before acquiring land or starting projects
*nvironmental impact assessment before commencing operations
4round water and environmental surveys before selecting sites
)ompliance with all regulatory environmental requirements
Ban on purchasing )?)$containing refrigeration equipment
Faste water treatment facilities with trained personnel at all company$owned
bottling operations
*nergy conservation programs
!.E water savings in last seven years of operations
,!
2espite )oke:s reputation as a socially responsible corporate citi9en, the )ompany
has faced its share of controversy worldwide surrounding both its products and its
policies in the years preceding the Indian pesticide crisis.
In the spring of ,===, current and former )oca$)ola employees, led by Information
Analyst 8inda Ingram filed bias charges against )oca$)ola in Atlanta ?ederal )ourt.
#he 8awsuit charged the )ompany with racial discrimination and stated; G#his
discrimination represents a company$wide pattern and practice, rather than a series of
isolated incidents.
Although )oca$)ola has carefully crafted African$American consumers of its
product by 'ublic announcements, strategic alliances and specific marketing
strategies, it has failed to 'lace the same importance on its African$American
employees.H
In the decades leading up to the suit, both internal and external warnings
surrounding )oke:s diversity practices were issued. In ,=1,, the 7everend 3esse
3ackson, director of the )oca$)ola India #he Fare report, written by &enior Jice
'resident )arl Fare, an African$American executive at the )ompany, cited a lack of
diversity at the decision$making level, a basic lack of workplace diversity, a
Gghettoi9ationH among blacks who worked for )ola$)ola, and an overt lack of
respect for cultural differences as well as an implicit assumption that African$
American employees lacked the intelligence to meet the challenges of the highest
executive levels.
)yrus >ehri, one of the most visible and successful plaintiff advocates in the A&,
represented the group and was skilled at leveraging the power of the media, creating
a true crisis for the )oca$)ola )ompany and exerting tremendous pressure for
settlement. In -..., the lawsuit was settled for C,=-.! million after the company had
,"
sent mixed messages and damaging statements regarding the merit of the suit for
over a year. Analysts identified the bias suit as a prime reason for the C,.. billion
decrease in )oca$)ola:s stock price between ,==1$-....
+n 3une 1, ,===, thirty$three Belgian school children became ill after drinking )oke
bottled at a local facility in Antwerp. A few days later, more Belgians complained of
similar symptoms after drinking cans of )oke that had been bottled at a plant in
2unkirk, ?rance and eighty people in northern ?rance were allegedly stricken by
intestinal problems and nausea, bringing the total afflicted to over -!..
In the days following the first outbreak, seventeen million cases of )oke from five
*uropean countries were recalled and destroyed. It was the largest product recall in
)oke:s history and Belgian and ?rench authorities banned the sale of )oca$)ola
products for ten days. 4ermany placed a temporary import ban on )oca )ola
produced in Belgium and the <etherlands, and 8uxembourg banned all )oca )ola
products. 5ealth ministers in Italy, &pain, and &wit9erland warned people about
consuming )oke products.
)oca$)ola sources explained that the contamination was due to defective carbon
dioxide used at the Antwerp plant and that a wood preservative used on shipping
pallets had concentrated the outside of cans at the 2unkirk plant. #he *uropean
)ommission, however, believed production faults and contaminated pipes were more
likely to be the cause of the problem.
<4+s reali9ed that anti$corporate campaigns could be far more powerful than anti$
government campaigns. 4lobal *xchange:s attack on <ike for sweatshop labor
conditions in the ,==.s, for example, was one of the most highly publici9ed and also
one of the most successful anti$business campaigns in recent years.
STRUCTURE OF THE CO!ANY
,%
#he )oca )ola )ompany is global player and approximately %. percent of its volume
and1. percent of its profit come from outside the Anited &tate of America. Although
it was perceived as a standardi9ed brand across the world, )oca )ola had been
quietly fine turning its international marketing strategies to suit the needs of
individual national markets. +nly the brands )oca$)ola, &prite and ?anta were
marketed globally. In 8atin American and *urope, where a heavy consumer preferred
existed for lemon lime and orange sodas. )oke had developed a wide range of
formulations and flavors to cater the needs of different countries. In Indonesia )oke
had been selling pineapple and banana flavored sodas which had been carefully
developed to suit local preferences. In 3apan, )oca$)ola had added a coffee drink
called 4eorgia and energy healthy drink named Aquarius to its product line. In India,
the )oca$)ola )ompany acquired the brands 8imca, >aa9a and #hums Ap in ,==D.
!94=')*3; :*A
>arketing mix of any organi9ation consists of 's i.e. 'roduct, price, place and
promotion having its own significance, that varies from one organi9ation to the other.
in coca M cola the information about all the 'Ns that can be available to me is given
here;
RODUCT : 'roduct mix of coca$cola consists of the various brand packs and
flavor given in the table. 'roduct strategy of the coca$cola is to promote all brands
available in the brand packs and to introduce the product in new flavor is also
introduced.
RICE :
,1
7egarding the pricing policy or the price to the distributor is not disclosed to me, but
as done for the different product of the company, company has priced the product
same as that of its major competitor or the market leader.
LACE :
#he coca$cola company in India is governed from its corporate office located at
4urgaon in 5aryana. It governs the working of five 9ones covering whole India these
9ones are Mnorth 9one , eastern 9one , western M 9one , southern 9one and Andhra
'radesh 9one . #hese 9ones are divided in to various. 'lant, which govern the area
assigned to them. #he area is the various distribution centers called distributors and
)(? agents. #hen come the retailers K customer for the company:s product,
#hey receive well from distributor and c( f agent. ?inally consumer is there, having
the product from the consumer:s shops or delivered to their home, it is more clearly
visible through this chart. #he coca$cola company, which gave its reach to the mouth
of billion of people all around the world having a wide distribution, network. In
India, the pace and &peed at which coca$cola has widened its business is really
ama9ing. 2istribution network is the biggest strength of the company.
RO!OTION :
#his part of the marketing is playing a very vital and important role in the current
situation in India. 8ooking at the competition and promotion and advertising budget
of both the companies coca$cola and 'epsi, one can easily estimate the importance of
this. #he promotion mix of coca$cola is divided in to top line promotion and below
the line promotion.
#op line promotion includes the promotion designed and done by the company:s
corporate office of 4urgaon and the office of Bombay #.J ads , design of banner ,
,=
and other p$s done by the company simultaneously all around India with no
difference in designs etc fall in this category . Below the line promotion includes the
promotion schemes, publicity material, '+& display done by the company from
9onal, plant, sale manager and area sales manager level. At the sales manager and
area sales manager level the promotion done exclusively for the cities in their
respective area and other '+& display.
STRUCTURE OF ).' OR"ANISATION
#he trademark @)oca$)ola@ was registered with the A.&. 'atent and #rademark
+ffice in ,1=D, followed by @)oke@ in ,=!. #he unique contour bottle, familiar to
consumers everywhere, was granted registration as a trademark by the A.&. 'atent
and #rademark +ffice in ,=%%L an honor awarded very few packages.
R*/' ,- ).' B,))6*3; I310/)42
Antil the ,=".s, both small town and big city dwellers enjoyed carbonated beverages
at the local soda fountain or ice cream saloon. +ften housed in the drug store, the
soda fountain counter served as a meeting place for people of all ages. +ften
combined with lunch counters, the soda fountain declined in popularity as
commercial ice cream, bottled soft drinks, and fast food restaurants became popular.
NE$ COBE7
+n April -D, ,=1!, the trade secret @<ew )oke@ formula was released. #oday,
products of the )oca )ola )ompany are consumed at the rate of more than one
billion drinks per day.
In India, )oca$)ola was the leading soft$drink till ,=%% when govt. policies
necessitated its departure. )oca$)ola made its return to the country in ,==D and made
-.
significant investments to ensure that the beverage is available to more and more
people, even in the remote and inaccessible parts of the nation.
)oca$)ola returned to India in ,==D and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving
cinema industry, music etc. )oca$)olaBs advertising campaigns ." +!a!" #" .aye
and *i$e !" t" Aisi were very popular and had entered the youthBs vocabulary. In
-..-, )oca$)ola launched the campaign @T!a'da Matla/ +"ca0+"la@ which sky$
rocketed the brand to make it IndiaBs favourite soft$drink brand.
-,
'4-,4:93(' ,- ).' (,:>932

A66 I31*9 D*+*/*,3 COB5/ 94' 3,@ ISO 14001 C'4)*-*'1
All -! of the India 2ivision:s Company$Owned Bottling lants have gained
the international standard I&+ ,.., *nvironment >anagement &ystem
certificate.
#he I&+ ,.., certificate is the internationally recogni9ed standard of
environmental management.
A company must demonstrate management commitment, the total involvement
of all employees and a compliance with applicable regulatory and internal
companystandards.
THE COCA8COLA RO!ISE
#he coca$cola company exists to benefits and refreshes every one it touches. #he
basic proposition of our business is simple, solid and timeless. Fhen we bring
refreshment, value, joy and fun to our stakeholders then we successfully nurture and
protect our brand, particularly coca$cola. #hat is the key to fulfilling our ultimate
obligation to provide consistently attractive to the owner so four business.
>ore then a billion times every day, thirsty people around the world reach for coca$
cola products for refreshment. #hey deserve the highest Ouality M every time. +ur
promise to deliver that quality is the most important promise we make. and it
--
involves a world$wide , yet distinctively local , network of bottling partner ,
supplier, distributor and retailers whose success is paramount to our own. +ur
investment in local communities in over -.. countries totals billions of dollars in
jobs, facilities, marketing, the purchase of local good and services, and local
business partnership. Always and every where , we pursue continuous innovation in
the products we offer the processes we use to make them, the package we develop
and the way we bring them to market .
S,:' *3)'4'/)*3; -9() 9%,0) C,(98C,697
1. #he world:s largest spherical coca$cola sign is in <agoya, 3apan a top the dial M
<agoya building in front of the <agoya railway station. #he sign is a double
sphere constructed from more then " tone of steel, more =.meter of neon
tubing, and more then, 1%= light bulbs. #he outer shape features the coca$cola
logo and contour bottle, while the inner sphere portrays a comic scene with
twinkling planets and stars.
2. +ne of the world:s largest signs for coca$cola is located on a hill called
G*85A)5AH in &outh America, )hile. It is .. feet wide and ,D, feet high
and is made from %.,..., -" ounce bottles.
-D
3. #he first out door paint sign advertising coca$cola still exists. It was painted in
,1= in )artersville, 4eorgia.
4. )oca$cola is one of the world:s most recogni9able trademarks recogni9ed in
countries that account for =1 percent of the world:s population.
5. If all the coca$cola ever produced were in 1$ ounce bottles. And these bottles
were distributed to each person in the world. #here would be "%1 bottles or over
- gallons for each person.
6. If all the coca$cola ever produced were in 1 M ounce bottles, placed side by side
and end to end to from a lane highway, it would wrap around the earth 1- times.
7. If all the coca$cola ever produced were flowing over <iagara fall at its normal
rate of ,.! million gallons per second instead of water, the falls would flow for
about a day and a half D1 hours and " minutes.
8. #he largest representation of the world:s best known package ,.. foot tall glass
contour bottle is located at world of coca$cola 8A& J*4A&.
ADVERTISE!ENT A"ENCY
In the year ,==,, coca$cola went for more creative advertisements and split
the C -.. million ad account between >r. )AA< *7I)6&+< and )7*A#IJ*
A7#I&# A4*<)P /)AA0 presently howler. )haitra 8eo burnett handles the coke:s
account.
-
+r getting wall to look red but also about getting the brand:s massage right through
the cortex onto the mind the young India mind.
-!
I31*93 R';069),42 E3+*4,3:'3)
#he main law governing food safety in India was the ,=! 'revention of ?ood
Alteration Act /'?A0 which contained a rule regulating pesticides in foods but did
not include beverages. #he ?ood 'rocessing +rder /,=!!0 required that the main
ingredient used in soft drinks be Gpotable waterH but the Bureau of Indian &tandards
/BI&0 had no prescribed standards for pesticides in water. +ne BI& directive stated
that pesticides must be absent and set a limit of ...., parts per million but the 5ealth
&ecretary admitted, G#here are lapses in '?A regarding carbonated drinks.H
Indian law enforcement was minimal with virtually no conviction under '?A. In the
absence of national standards, <4+s such as the )&* turned to the Anited &tates and
the *uropean Anion for Ginternational norms.H #he appropriateness and feasibility of
these standards for developing nations however remained a question for many. Ander
*A food laws for example, milk, fruit, and basic staples such as rice and wheat
would need to be imported into India to satisfy safety standards.
HISTORY OF COBE IN INDIA
)oca$)ola was the leading soft drink brand in India until ,=%% when it left rather
than reveals its formula to the government and reduces its equity stake as required
under the ?oreign *xchange 7egulation Act /?*7A0 which governed the operations
of foreign companies in India. After a ,"$year absence, )oca$)ola returned to India
in ,==D, cementing its presence with a deal that gave )oca$)ola ownership of the
nationBs top soft$drink brands and bottling network. )oke:s acquisition of local
popular Indian brands including #hums Ap the most trusted brand in India. 8imca,
>aa9a, )itra and 4old &pot provided not only physical manufacturing, bottling, and
-"
distribution assets but also strong consumer preference. #his combination of local
and global brands enabled )oca$)ola to exploit the benefits of global branding and
global trends in tastes while also tapping into traditional domestic markets.
8eading Indian brands joined the )ompanyBs international family of brands,
including )oca$)ola, diet )oke, &prite and ?anta, plus the &chweppes product range.
In -..., the company launched the 6inley water brand and in -..,, &hock energy
drink and the powdered concentrate &unfill hit the market. ?rom ,==D to -..D, )oca$
)ola invested more than A&C, billion in India, making it one of the country:s top
international investors.
By -..D, )oca$)ola India had won the prestigious Foodruff )up from among --
divisions of the )ompany based on three broad parameters of volume, profitability,
and quality. )oca$)ola India achieved D=E volume growth in -..- while the
industry grew -DE nationally and the )ompany reached break$even profitability in
the region for the first time. *ncouraged by its -..- performance, )oca$)ola India
announced plans to double its capacity at an investment of C,-! million /7s. %!.
crore0 between &eptember -..- and >arch -..D. )oca$)ola India produced its
beverages with %,... local employees at its twenty$seven wholly$owned bottling
operations supplemented by seventeen franchisee$owned bottling operations and a
network of twenty$nine contract$packers to manufacture a range of products for the
company. #he complete manufacturing process had a documented quality control and
assurance program including over .. tests performed throughout the process.
#he complexity of the consumer soft drink market demanded a distribution process
to
-%
&upport %..,... retail outlets serviced by a fleet that includes ,.$ton trucks, open$
bay three wheelers, and trademarked tricycles and pushcarts that were used to
navigate the narrow alleyways of the cities.
In addition to its own employees, )oke indirectly created employment for another
,-!,... Indians through its procurement, supply, and distribution networks.
S93&*+ "0>)9C 4'/*1'3) 931 CEO ,- C,(98C,69 I31*9C &,*3'1 C,=' *3 1997 9/
V*(' 4'/*1'3)C !94=')*3; 931 @9/ *3/)40:'3)96 ), ).' (,:>9325/ /0(('// *3
1'+'6,>*3; 9 %4931 C,(98C,69 I31*9.
#he Indian consumer and in tapping India:s vast rural market potential. ?ollowing his
marketing responsibilities, 4upta served as 5ead of +perations for )ompany$owned
bottling operations and then as 2eputy 'resident. &een as the driving force behind
recent successful forays into packaged drinking water, powdered drinks, and ready$
to$serve tea and coffee, 4upta and his marketing prowess were critical to the
continued growth of the )ompany.
India:s one billion people, growing middle class, and low per capita consumption of
soft drinks made it a highly contested pri9e in the global )&2 market in the early
twenty$first century. #en percent of the country:s population lived in urban areas or
large cities and drank ten bottles of soda per year while the vast remainder lived in
rural areas, villages, and small towns where annual per capita consumption was less
than four bottles. )oke and 'epsi dominated the market and together had a
consolidated market share above =!E. Fhile soft drinks were once considered
products only for the affluent, by -..D =,E of sales were made to the lower, middle
and upper middle classes. &oft drink sales in India grew %"E between ,==1 and
-..-, from !,"%. million bottles to over ,.,... million and were expected to grow at
least ,.E per year through -.,-.
-1
In spite of this growth, annual per capita consumption was only " bottles versus ,% in
'akistan, %D in #hailand, ,%D in the 'hilippines and 1.. in the Anited &tates,. Fith
its large population and low consumption, the rural market represented a significant
opportunity for penetration and a critical battleground for market dominance. In
-..,, )oca$)ola recogni9ed that to compete with traditional refreshments including
lemon water, green coconut water, fruit juices, tea, and lassi, competitive pricing was
essential. In response, )oke launched a smaller bottle priced at almost !.E of the
traditional package.
!ARBETIN" COLA IN INDIA
#he post$liberali9ation period in India saw the comeback of cola but 'epsi had
already beaten )oca$)ola to the punch, creatively entering the market in the ,=1.:s
in advance of liberali9ation by way of a joint venture. As early as ,=1!, 'epsi tried to
gain entry into India and finally succeeded with the 'epsi ?oods 8imited 'roject in
,=11, as a 3J of 'epsi)o, 'unjab government$owned 'unjab Agro Industrial
)orporation /'AI)0, and Joltas India 8imited. 'epsi was marketed and sold as 8ehar
'epsi until ,==, when the use of foreign brands was allowed under the new
economic policy and 'epsi ultimately bought out its partners, becoming a fully$
owned subsidiary and ending the 3J relationship in ,==.Fhile the joint venture was
only marginally successful in its own right, it allowed 'epsi to gain precious early
experience with the Indian market and also served as an introduction of the 'epsi
brand to the Indian consumer such that it was well$poised to reap the benefits when
liberali9ation came. #hough )oke benefited from 'epsi creating demand and
developing the market, 'epsi:s head$start gave )oke a disadvantage in the mind of
the consumer.
-=
!94=')*3; 4,('// !,1'6
Brand Localization Strategy
T.' T@, I31*9 /)49)';27
I31*9 A7 L*-' ., ), 9*/*D
GIndia A,H the designation )oca$)ola gave to the market segment including
metropolitan areas and large towns, represented E of the country:s population.
#his segment sought social bonding as a need and responded to inspirational
messages, celebrating the benefits of their increasing social and economic freedoms.
G8ife ho to aisi,H /life as it should be0 was the successful and relevant tagline found
in )oca$)ola:s advertising to this audience.
D.
A()*+*)*'/
R'/,04('/ C,3)4,6/
!,3*),4*3; #
!'9/04':'3)/
O0)>0) I3>0)
I31*9 B7 T.9319 !9)69% C,(98C,69D
)oca$)ola India believed that the first brand to offer communication targeted to the
smaller towns would own the rural market and went after that objective with a
comprehensive strategy. GIndia BH included small towns and rural areas, comprising
the other ="E of the nation:s population. #his segment:s primary need was out$of$
home thirst$quenching and the &oft drink category was undifferentiated in the minds
of rural consumers. Additionally, with an average )oke costing 7s. ,. and an
average day:s wages around 7s. ,.., )oke was perceived as a luxury that few could
afford.
In an effort to make the price point of )oke within reach of this high$potential
market, )oca$)ola launched the Accessibility )ampaign, introducing a new -..ml
bottle, smaller than the traditional D..ml bottle found in urban markets, and
concurrently cutting the price in half, to 7s. !. #his pricing strategy closed the gap
between )oke and basic refreshments like lemonade and tea, making soft drinks truly
accessible for the first time. At the same time, )oke invested in distribution
infrastructure to effectively serve a disbursed population and doubled the number of
retail outlets in rural areas from 1.,... in -.., to ,".,... in -..D, increasing
market penetration from ,D to -!E.
)oke:s advertising and promotion strategy pulled the marketing plan together using
local language and idiomatic expressions. G#handa,H meaning coolKcold is also
generic for cold Beverages and gave GT.9319 !9)69% C,(98C,69H delicious
multiple meanings. 8iterally #ranslated to G)oke means refreshment,H the phrase
D,
directly addressed both the primary need of this segment for cold refreshment while
at the same time positioning )oke as a GT.9319H +r generic cold beverage just likes
tea, lassi, or lemonade. As a result of the #handa )ampaign, )oca$)ola won
Advertiser of the Pear and )ampaign of the Pear in -..D.
RURAL SUCCESS
)omprising %E of the countryBs population, ,E of its middle class, and !1E of its
2isposable income, the rural market was an attractive target and it delivered results.
)oke *xperienced D%E growth in -..D in this segment versus the -E growth seen
in urban areas. 2riven by the launch of the new 7s. ! product, per capita
consumption doubled between -..,$-..D. #his market accounted for 1.E of India:s
new )oke drinkers, D.E of -..- volume, and was expected to account for !.E of
the company:s sales in -..D.
)oca$)ola in India has setup an independent organi9ations which is 5.).) ( B.).)
with a capital of D!. A.&. C each by virtue of sellout decision of the passed managing
director &h. &. ). Aggarwal. 5industan )oca$)ola bottling /<$F0 'vt. 8td.
<ajibabad took the complete possession of this plant, land, machinery, (
intellectuals on ?ebruary ,: ,==1 and since then 5.).), looking after all its affairs
under company owned bottling plant to establish integrated marketing system in the
area.
In ,=== the company opened up the new bottling plant at 2A&<A in 4ha9iabad
2istt. #his plant has more sophisticated equipments, then the plant at <ajibabad.
D-
SOFT DRINB !ARBET8 INDIAN
SCENARIO
India soft drink industry is witnessing a boom time. Its growth rate is around -.E
with which such growth rate, volume could reach billion crates with in ,. years.
#hree major multinational companies are fighting to grab a major chunk of business
from Indian markets. #hese three coca$cola, 'epsi, )adbury. All of these companies
have seen an enormous potential in this country. )onsequently, by world standard,
Indian per capita consumption of soft drinks is still very low.
#here fore these soft drinks grants feel that fire capita consumption can only
grow up. &oft drink industries has already seen and estimated sale of around -.
million crates higher then last year:s sale of -. million in ,==1. #he >ain reason
for such a high growth rate heightened competition between coca$cola and 'epsi,
)adbury, bring a new entrant is for behind.
India is actually more vivid in taste and preference then any other country
market. 2elhi jar instance, account for about -.E of total soft consumption in term
of sales.
#here are about , 1.,... soft drinks retailers in India and their numbers are
increasing day to day. #his actually means that there is just one soft drink retailer on
a population of D%,".., which is far below the international standard. Fhere as
DD
'hilippines has one soft drink retail counter over a population of ,!. people i.e. ,
..,... outlets on a population of ". million.
D
BRAND CO!ETITION
#here are number of brands of soft drink in the market of various companies.
Jarious brand competitors of )+)A$)+8A ( '*'&I are as under in the following
table$
SI. N,. B4931 ,- COCA8COLA B4931 ,- ESI
1. )oca )ola 'epsi
2. #hums Ap 'epsi
3. &prite >ountain 2ew
% up
4. 8imca <imboo9
5. ?anta >irinda
6. >aa9a &lice
7. 6inley /water0 Aquafina /water0
REASONS OF BRAND REFERENCE
#here are number of reasons on the basis of which our customers: select various
brand of there taste. &ome of the major factors are as following;
#aste
D!
Brand
Advertisement
'rice
Availability
)oldness
#he following data on the basis of past survey reveals that
!.E customers drink for taste.
".E customers are loyal customersL they feel pleasure to use a particular
brand.
,-E customers are compromising customerL they compromise with the
availability of products.
1E drink for getting relief from heat.
LOYAL BRAND CUSTO!ERS +/. VARIETY BRAND
CUSTO!ERS
+n routine survey result found, was that there are two types of soft drink
customers in the market for any type of company.
#here are ".E consumers who consume only one brand ( are loyal to that very
brand. It may be either )oke, 'epsi or a local brand.
D"
.E consumers are variety branded customers. #hey drink various brands on
various bases.
BRAND IN INDIAN !ARBET
D%
4,%6':/ ,- ).' (,:>932
Indian soft drink industry is witnessing a boom time. Its growth rate is around
-.E with which such growth rate, volume could reach billion crates with in ,. years.
#hree major multinational companies are fighting to grab a major chunk of business
from Indian markets. #hese three are coca$cola, 'epsi and )adbury. All of these
D1
companies have seen an enormous potential in this country. )onsequently, by world
standard, Indian per capita consumption of soft drinks is still very low.
#here fore these soft drinks grants feel that fire capita consumption can only
grow up. &oft drink industries has already seen and estimated sale of around -.
million crates higher then last year:s sale of -. million in ,==1. #he >ain reason
for such a high growth rate heightened competition between coca$cola and 'epsi,
)adbury, bring a new entrant is for behind.
India is actually more vivid in taste and preference then any other country
market. 2elhi for instance, account for about -.E of total soft consumption in term
of sales.
T.'4' 94' 9%,0) 4C 80C000 /,-) 14*3=/ 4')9*6'4/ *3 I31*9 931 ).'*4
30:%'4/ 94' *3(4'9/*3; 192 ), 192. T.*/ 9()09662 :'93/ ).9) ).'4' */ &0/) ,3'
/,-) 14*3= 4')9*6'4 ,3 9 >,>069)*,3 ,- 37C600C @.*(. */ -94 %'6,@ ).' *3)'439)*,396
/)931941. $.'4' 9/ .*6*>>*3'/ .9/ ,3' /,-) 14*3= 4')9*6 (,03)'4 ,+'4 9
>,>069)*,3 ,- 150 >',>6' *.'. 4C 00C000 ,0)6')/ ,3 9 >,>069)*,3 ,- 60 :*66*,3.
R'/,60)*,3 ,- ).' (,:>9327
Fe will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
Fe will recogni9e the positive contributions that we make individual and
team member to produce our business success.
Fe will recogni9e the positives contribution that we makes individual and
term member to produce our business success.
Fe will encourage a learning environment where the people can constantly
grow developed and contribute.
D=
Fe will strive for excellence and seek continue improvement in everything
we do.
Fe will respect the entire stake holder, including employees and suppliers
and instill them with a person to deliver the highest employees and suppliers
and instill them with a passion to deliver the highest quality good and
services.
#he )oca$)ola )ompany exists to benefit and refresh everyone it touches.
?or us, Ouality is more than just something we taste or see or measure. It shows in
our every action. Fe relentlessly strive to exceed the worldBs ever$changing
expectations because keeping our Ouality promise in the marketplace is our highest
business objective and our enduring obligation. >ore than a billion times every day,
consumers choose our brand of refreshment because )oca$)ola is;
#he &ymbol of Ouality
)ustomer and )onsumer &atisfaction
A 7esponsible )iti9en of the Forld
.
STRATE"Y ADOTED BY COCA8COLA TO
INCREASE
THE NU!BER OF CONSU!ERS
#he D ABs is the underlying strategy for meeting company goals to increase no. of
consumers. #he D ABs are; $
A+9*69%*6*)27
#o increase the availability of )oca$)ola products in an improved or innovative new
'ackaging, dispensing systems, distribution systems, marketing programs and
training and development programs.
A--,419%*6*)27
#he consumer can afford the )oca$)ola products at a very reasonable price.
A(('>)9%*6*)27
>aking )oca$)ola brand as the beverage choice for any occasion depends on the
likings, taste and preferences of the target audience. Acceptability can also be
increased through advertising, sponsorships, promotionsL youth market activities,
community programs and other activities.
YOUR HEALTH AND OUR BEVERA"ES
#here is growing confusion about what constitutes a health diet. Fith so mush
conflicting information available about health and nutrition, it can be very difficult to
determine what is accurate and what is not.
#he truth is that soft drink and beverages have a place in a healthy lifestyle. A
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing enjoyment.
,
HEALTH AND OUR BEVERA"ES 888 THE FACTS
&oft drinks do not contribute to diabetes.
#he caffeine and phosphoric acid in soft drinks does not affect bone health
#he sugar in soft drinks does not cause children to be hyperactive.
#he consumption of soft drinks has not affected calcium consumption.
&ugar consumption has not been shown to cause obesity.
#he amount of sugar and calories in soft drinks is about the same as many
fruit juices
COCA8COLA INDIA8OUR VISION
'rovide exceptional strategic leadership on the )oca$)ola India system,
resulting in customer preference and loyalty, through )oca$)ola:s commitment to
them and in a highly profitable )oca$)ola corporate branded beverages system.
THE COCA8COLA8!ISSION
GT#E )EST G*O)A* +OM-ANYH
#he mission of )oca$)ola )o. is to increase shareowner value over time. #he
)o. accomplishes the mission by working with its business partners to deliver
satisfaction and values to its customers, through world wide system of superior
brands and services, thus increasing brand equity on a global basis, create consumer
products, services and communications, customer service and bottling strategies,
process and tools in order to create competitive advantage and deliver superior value.
-
THE COCA8COLA BUSINESS IN
INDIA
Fhile the )oca$)ola )ompany is a global company with some of the world:s most
widely recogni9ed brand, the )oca )ola business in India, as in each country where it
operate, is a local business. Beverages are produced locally employing Indian
citi9ensL )oke product range ( marketing reflect Indian tastes ( lifestyles. #hey are
deeply involved in the life of the local communities in which they operate that is
procurement, supply ( distribution system.
BOTTLIN" OERATIONS
#he )oca$)ola )ompany in India comprises -% wholly owned company bottling
plants ( another ,% franchisee owned bottling operation plants. A network of -=
contract$packers also manufactures a range of products for the company.
Almost all the goods ( services required to produce ( market )oca$ )ola in India
are made locally, sometime with the help of technology ( skill from the company.
#he complexity of the Indian market is reflected in the distribution fleet, which
includes ,.$ tone trucks, open$bay three$wheelers that can navigate the narrow
alleyways of Indian cities, and trademarked tricycle ( pushcarts.
RODUCTS # SERVICES
COCA8COLA is the most popular ( biggest selling soft drinks in history, as well
as best known product in the world. )reated in Atlanta, )+)A$)+8A was first
offered as a fountain beverage by mixing )oca$)ola syrup with carbonated water.
)+)A$)+8A was registered as a trademark in ,11% ( by ,1=! )oca$)ola was
being sold in every state ( territory in the Anited &tates.
D
#oday, you can find )+)A$)+8A in virtually every part of the world. #he )oca$
)ola )ompany has nearly .. beverages in its portfolio.
THU!S U
T.0:/ U> is a leading carbonated soft drink and most trusted brand in India.
+riginally introduced in ,=%%, #hums Ap was acquired by #he )oca$)ola )ompany
In,==D.
#hums Ap is known for its strong, fi99y taste and its confident, mature and uniquely
masculine attitude. #his brand clearly seeks to separate the men from the boys.

"69// ET C93 F,03)9*3

-..ml,D..ml,!..ml,
,... ml
!..ml,,.!8,- 8,
-.-!8,!.. ml Q ,..
ml
DD. ml Jarious &i9es
SRITE
Forldwide &prite is ranked as the <o. soft drink ( is sold in more than ,=.
countries. In India, &prite was launched in year ,=== ( today it has grown to be one
of the fastest growing soft drinks, leading the )lear lime category.
#oday &prite is perceived as a youth icon. FhyR Fith a strong appeal to the youth,
&prite has stood for a straight forward and honest attitude. Its clear crisp
refreshing taste encourages the todayBs youth to trust their instincts, influence them to
be true to who they are and to obey their thirst.
!
"69// ET C93 F,03)9*3
-.. ml, D.. ml, !..
ml, ,... ml
!..ml, ,.!8, - 8,
-.-!8,
!.. ml Q ,.. ml
DD. ml Jarious &i9es
LI!CA
7efreshing spell on anyone, anywhere. Born in ,=%,, 8imca has been the original
thirst choice, of millions of consumers for over D decades.
#he brand has been displaying healthy volume growths year on year and 8imca
continues to be the leading flavour soft drink in the country.
T.' /0(('// -,4:069E
#he sharp fi99 and lemony bite combined with the single minded positioning of the
brand as the ultimate refresher has continuously strengthened the brand franchise.
8imca energi9es refreshes and transforms. 2ive into the 9ingy refreshment of 8imca
and walk away a new person.
"
FANTA7
Internationally, F93)9 $ #he BorangeB drink of #he )oca$)ola )ompany, is seen as
one of the favorite drinks since ,=.Bs. ?anta entered the Indian market in the year
,==D.
+ver the years ?anta has occupied a strong market place and is identified as @#he
?un )atalyst@.
'erceived as a fun youth brand, ?anta 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. #his positive imagery is associated with
happy, cheerful and special times with friends.

!AAFA
%
"69// ET C93 F,03)9*3
-.. ml, D.. ml,
!.. ml, ,.! 8,
- 8, -.-! 8,
!.. ml Q ,.. ml
DD. ml Jarious &i9es
It was launched in ,=%". 5ere was a drink that offered the same real taste of fruit
juices and was available throughout the year. In ,==D, >aa9a was acquired by )oca$
)ola India. >aa9a currently dominates the fruit drink. +ver the years, brand >aa9a
has become synonymous with >ango. #his has been the result of such successful
campaigns like @Taa1a Ma'("2 Maa1a Ma'("@ and @)"tal &ei' Aa&2 Maa1a !ai'
Naa&@. )onsumers regard >aa9a as wholesome, natural, fun drink which delivers
the real experience of fruit the current advertising of >aa9a positions it as an enabler
of fun friendship moments between moms and kids as moms trust the brand and the
kids love its taste. #he campaign builds on the existing equity of the brand and
delivers a relevant emotional benefit to the moms rightly captured in the tagline
@Paari 2osti #aa9a >aa9a@
!99G9
T2>' ?ruit juice
!930-9()04'4 #he )oca$)ola )ompany
C,03)42 ,-
,4*;*3
India
I3)4,10('1 ,=%"
V94*93)/ >aa9a +range, >aa9a 'ineapple
R'69)'1
>4,10()/
&lice, ?rooti
1
!99G9 8I31*9 </ L94;'/) J0*(' D4*3= B4931 A66 S') T, E3.93(' I)/ !94=')
L'91'4/.*>

>aa9a, the HB*39 ;0).6* @969 99:5 has &atish &hah in the lead playing a mango
expert. In the ad, a child questions &hah, Sthe mango expert:, for a seedless mango.
&hah, in an attempt to look for seedless mango, dwells into books, travels, but all in
vain and in turn, end up learning from the kid that the SBina guthli wala aam: is
nothing but S>aa9a: M the )oca )ola drink. At the end of the ad, he starts offering his
clients two kinds of mangoes with and without seeds.
<ot undermining the importance and with full advantage of creativity to 8eo Burnett
and )oca )ola, I hope this ad does not, in any way, play a role in undermining
importance of mango seeds within evolving young minds that watch and consume
this drink. >angoes can be grown from seeds, though better and commercially are
grafted or budded onto seedling rootstocks. In addition to it, mango seeds indeed
have its importance. #hese are quite valuable in diarrhea. &eeds collected, dried in
the shade and powdered can be used as a medicine. >ango seeds are considered
useful in certain disorders connected with women:s reproductive organs. Also,
spongy tissue in Alphonso mango $ one of the widely known and considered as the
Sking of the
=
mangoes: M was traced to its seed, which due to its recalcitrant nature, switches over
to germination mode during fruit ripening phase drawing nutrients from the
mesocarp.
In any case, if we don:t have mango seeds, may be we will also not have on earth the
S>ango seed weevil: /sternochetus mangiferae0. It is, though, a pest species, but
breeds only in mango seeds and cannot survive in other fruits.
&o, we can have an advertisement to promote a commercial product but that must
not end up disadvantaging the use of a product that is needed and is an important part
of our ecosystem. #he advertisement also shows kid with no interest in mango but in
>aa9a, probably something, which should not be promoted. >aa9a can, in no way,
replace the real mangoes. >ango is >ango, and is not >aa9a.
BINLEY7

Fater, a thirst quencher that refreshes, a life giving force that washes all the toxins
away. A ritual purifier that cleanses, purifies, transforms. Fater, the most basic need
of life, the very sustenance of life, a celebration of life itself.
#he importance of water can never be understated. 'articularly 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 sub$continent. 6inley water understands the
!.
importance and value of this life giving force. 6inley water thus promises water that
is as pure as it is meant to be. Fater you can trust to be truly safe and pure.
6inley water comes with the assurance of safety from the )oca$)ola )ompany. #hat
is why we introduced 6inley with reverse$osmosis along with the latest technology
to ensure the purity of our product. #hatBs why we go through rigorous testing
procedures at each and every location where 6inley is produced.
C,(9 C,69 6903(.'/ !*30)' !9*1 I>06>2 ,493;'<
)oca )ola India has launched N'ulpy +rangeB, a juice from its global N>inute >aidB
range for the Indian market here on >onday. It would be available in ..ml and one
litre bottle packs. Andhra 'radesh, #amil <adu and 6arnataka, will be part of the
phased launch of the product. A consumer sampling involving !.! lakh people has
been lined up in the next D. days across major cities to give it the marketing push,
said Jenkatesh 6ini, Jice$'resident, >arketing of )oca )ola India.
J0*(' >4,10()/
#he Indian juice business in estimated to be about !.. million cases annually. After
the 'ulpy orange, the company will bring other juice products from >inute >aid, a
leading brand in the global juice market, which is around ," billion cases. Initially,
the pulp will be imported from ?lorida and other ingredients from Bra9il. In the near
future, the manufacturing will be done at the companyBs plant in )hitoor district of
Andhra 'radesh. 'riced at 7s -! for .. ml and 7s ". per litre, the product will be
positioned in groceries, large format stores, eating and drinking outlets, convenience
stores etc. while targeting the young adults, looking out for naturally refreshing, juice
!,
drink Answering questions he said Npulpy orangeB would not impact >aa9a in the
juice drink segment, but would only extend its leadership. +n why 6erala, where
)oca )ola has been facing opposition, was not part of the southern market, he said
@+ur market research has shown that it is not a potentially si9eable market for juice
drinks now@. 3ohn Astas, )*+ of 5industan )oca$)ola Beverages 'vt 8td, said in
the next two months, >inute >aid 'ulpy +range would be retailed across -!,...
outlets in the three southern states.

C,(98C,69 !*30)' !9*1 06>2 O493;'

At an event held, )oca$)ola in India announced the launch of G>inute >aidH, the
world:s leading juice and juice drink brand in >umbai. #he brand has been launched
in its internationally successful G>inute >aid 'ulpy +rangeH avatar and will be
made available across >aharashtra including cities like 'une, Aurangabad and <asik
within a week. >inute >aid 'ulpy +range is a naturally refreshing juice drink which
offers an unmatched taste experience to consumers with the presence of natural
G+range 'ulpH.
#his innovative consumer proposition is best explained by the brand:s tagline M
G7efreshingly +range, &urprisingly 'ulpyH.
!-
>inute >aid 'ulpy +range has been made available in two '*# pack si9es$ +n$the$
go .. ml and , liter bottle, priced at 7s -! and 7s ". respectively. #he first of its
kind innovation by )oca$)ola is targeted at young adults who are on the lookout for
a naturally refreshing, juice drink. #he launch in >aharashtra, starting with >umbai
is all part of a phased launch of the world:s leading juice and juice drink brand in the
country. >inute >aid 'ulpy +range was first launched in three southern states of
Andhra 'radesh, #amil <adu and 6arnataka in ?ebruary S.%, followed by its launch
in the northern states of 'unjab, 5aryana and 5imachal 'radesh in 3une :.%
According to #. 6rishna 6umar, 7egion Jice$'resident, 5industan )oca$)ola
Beverages 8td, GInnovation has always been the hallmark of )oca$)ola:s business
strategy in India.
#he launch of >inute >aid 'ulpy +range with natural orange pulp, being yet
another
example. 7iding on the instant success that the brand has received both
internationally
and in India, the world:s leading juice and juice drink brand, as part of a national
roll$out process, over the next three months, >inute >aid 'ulpy +range would be
retailed across -.,... outlets in the state.H
)oca$)ola in India currently enjoys market leadership in the juice drink segment
with
brand >aa9a. Fith the launch of >inute >aid 'ulpy +range, )oca$)ola in India is
all set to further extend its leadership in this fast growing segment. Atili9ing its
global scale of manufacturing processes, the orange pulp and the orange juice
concentrate present in >inute >aid 'ulpy +range are being sourced by the company
from ?lorida$ A&A and Bra9il respectively and is being bottled in )hitoor.
!D
G+range 'ulpH T.>akes All the 2ifferenceT
>inute >aid 'ulpy +range with the presence of real G+range 'ulpH offers an
unmatched consumer experience. #o feel the refreshing difference and also the
presence of real orange pulp, it is best to first G)5I88H, G&5A6*H and only then
G27I<6H from the bottle.
)onnecting Fith )onsumersT
)oca$)ola in India has drawn an aggressive consumer activation campaign to market
>inute >aid 'ulpy +range in >aharashtra. #he D". degree marketing
communication plan involves organi9ing road shows including extensive experiential
sampling sessions in markets, offices, malls, colleges, all backed by a range of
exciting contests. )omplimenting the on ground initiatives, #J commercials bringing
out the G7efreshingly +range, &urprisingly 'ulpyH proposition of the >inute >aid
brand would also be aired on all leading channels in >aharashtra. #he entire brand
campaign has been developed and executed by 8eo Burnett.
!
SALES # DISTRIBUTION
&ales are the cutting Sedge: of any business operations it is part of that
company. 5owever big and small that meets the firms customers from whom the
business is derived. #he people, who are engaged in this activity meet customers and
get information about the product or services which are been sold and provide
feedback to the firm.
American >arket association has defined sales management as Gthe blaming
direction and control of selling personal including recruiting, selecting, equipping,
assigning, routing supervisioning, paying and motivating as these tasks apply to
personnel sales forceH.
In the other word sales management is used by business to refer to the
direction or supervision of sales man.
'hysical distribution, or 'lace, must integrate with the other B'Bs in the
marketing mix. ?or example, the design of product packaging must fit onto a pallet,
into a truck and onto a shelfL prices are often determined by distribution channelsL
and the image of the channel must fit in with the supplierBs required BpositioningB.
Pou can see how )oca )ola further integrate the timing of distribution and
promotion in the 5all +f ?ame later. In fact, they see distribution as one of their
@core competencies@.
D*/)4*%0)*,3 */ *:>,4)93) %'(90/';
?irstly, it affects sales $ if itBs not available it canBt be sold. >ost customers wonBt
wait.
!!
&econdly, distribution affects profits and competitiveness since it can contribute up
to !. percent of the final selling price of some goods. #his affects cost
competitiveness as well as profits since margins are squee9ed by distribution costs.
#hirdly, delivery is seen as part of the product influencing customer satisfaction.
2istribution and its associated customer service play a big part in relationship
marketing.
2ecisions about physical distribution are key strategic decisions. #hey are not short
term. Increasingly it involves strategic alliances and partnerships which are founded
on trust and mutual benefits. Fe are seeing the birth of strategic distribution
alliances. Pou can see &outhwestern Bell in the 5all +f ?ame explain how marketing
marriages provide new ways of getting products and services in front of customers.
)hannels change throughout a productBs life cycle. )hanging lifestyles, aspirations
and expectations along with the I# explosion offer new opportunities of using
distribution to create a competitive edge.
)ontrolling the flow of products and services from producer to customer requires
careful consideration. It can determine success or failure in the market place.
#he choice of channel includes choosing among and between distributors, agents,
retailers, franchisees, direct marketing and a sales force.
2eciding between blanket coverage or selective distribution, vertical systems or
multi$channel networks, strategic alliances or solo sales forces, requires strong
strategic thinking.
!"
2ecisions about levels of stock, minimum order quantities, delivery methods,
delivery frequency and warehouse locations have major cash flow implications as
well as customer satisfaction implications.
All of these questions are considered in more detail in the sections on channels and
strategies. >eanwhile remember 8ambin $ @distribution is one of the two main roles
of marketing.@
D*/)4*%0)*,3 S)49)';2
2istribution strategy is influenced by the market structure, the firmBs objectives, its
resources and of course its overall marketing strategy. All these factors are addressed
in the section on selecting 2istribution )hannels.
#he first strategic decision is whether the distribution is to be; Intensive /with mass
distribution into all outlets as in the case of confectionery0L &elective /with carefully
chosen distributors e.g. speciality goods such as car repair kits0L or *xclusive /with
distribution restricted to upmarket outlets, as in the case of 4ucci clothes0.
#he next strategic decision clarifies the number of levels within a channel such as
agents, distributors, wholesalers, retailers. In some 3apanese markets there are many,
many intermediaries involved.
<ext comes a sensitive strategic decision whether to go single channel or multi$
channel. &ome producers, like >anchester Anited ?), use multi$channels $ they use
many different routes, direct and indirect, to bring their products to their customers.
>ulti$channel &ystems like this are common where intensive distribution is required.
&o direct marketing is combined with indirect marketing through intermediaries.
!%
#hen comes the next level of strategic decisions concerning strategic relationships
and partnerships. #wo common strategies are Jertical >arketing &ystems and
5ori9ontal >arketing &ystems.
Jertical >arketing &ystems involve suppliers and intermediaries working closely
together instead of against each other. #hey plan production and delivery schedules,
quality levels,promotions and sometimes prices. 7esources, like information,
equipment and expertise, are shared. #he system is usually managed by a dominant
member, or Bchannel captainB. J>& is more flexible than vertical integration where
the manufacturer actually owns the distribution channel, for example, 2octor
>artens boot manufacturers own their own retail store.
5ori9ontal >arketing &ystems occur where organisations operating on the same
channel level /e.g. two suppliers or two retailers0 co$operate. #hey then share their
distribution expertise and distribution channels. #his can speed up the time taken to
penetrate the market. #here is room for creative alliances here. &ee &outhwestern
BellBs alliance with 4ranada #J &hops in the 5all +f ?ame.
7esources available affect distribution strategy. Fho can handle outbound logistics,
marketing and sales, and servicingR )an the supplier afford to deliver small
quantities, can it provide more trucks, can its sales force BpushB products into national
retail chainsR )an the organisation deal with thousands, maybe even millions of
customers $ can it copeR 2oes it want to devote huge resources here or would it
prefer to utilise someone elseBs resources in return for a slice of the profitsR
2ifficult marketing dilemmas which make distribution strategy both critical and
interesting. #he sections on 2istribution )hannels explore this in more detail.
!1
C,(9 C,69 0/'/ ).' -,66,@*3; 1*/)4*%0)*,3 (.933'6/7
7etail &tores including )onvenient stores /&uper markets etcT0
Jending machineK&elf &ervice &lot machines /school and other miscellaneous
business0
5o$7e$)a /means 5otels, 7estaurants, )afes including ?ast food outlets,
cuisine 7estaurants etc.0
>obile )arts /mechani9ed and non$ mechani9ed0
*ntertainment Uones /theme park, 2isneyworld and so onT0
!=
ADVANCE SALES # SERVICES VT.
LTD.
#he inception of the Advance sales ( &ervices 'vt. 8td. )an be traced back
to the period of nineties who is being the leading distributor of coke products in the
north region. Advance sales ( service 'vt. 8td. a distributor of )oca cola which
started its operations in the year ,==D, to cater requirement of the distribution of the
soft drink products of coca cola in the north region of the Indian beverage market.
>r. Anil 5ardias who is the managing director of Advance sales ( service 'vt. 8td,
started the firm with its facility located at north region with an employee strength of
-%! of whom fifty percent of employees are recruited on contract basis remaining
fifty percent of employees are employed by company side. #hey have well M
organi9ed company structure, which is dedicated to the work of their company.
Advance sales ( service 'vt. 8td have expanded its business by covering the
entire north region to make the products of coca cola readily available in the market.
Advance sales ( service 'vt. 8td has been certified by I&+ =...$-..,. Also
having membership of association of the distributors of India.
D*/)4*%0)*,3 /)49)';2 91,>)'1 %2 A1+93(' /96'/ #
S'4+*(' +). L)1.
5aving decided to go through intermediaries the next question is whether to use
agents or distributors and also how many. Anlike distributors, agents donBt hold
".
stocks $ they only act as sales agents finding customers, collecting orders and passing
them on to the supplier in return for a percentage commission.
#he firm use the following criteria to select their agent;
,. >arket )overage, -. &ales ?orecast, D. )ost, . +ther 7esources, !. 'rofitability, ".
)ontrol, %. >otivation, 1. 7eputation, =. )ompetition, ,.. )ontracts
1. !94=') C,+'49;'; $ does the profile of existing customers match your target
market profileR $ is the number of customers big enough to meet the required
distribution penetrationR $ is the existing sales force big enough to cover the
territoryR $ are they dependant on a single individualR $ are the existing delivery fleet
and warehouse facilities adequateR
2. S96'/ F,4'(9/); 5ow many can they sellR Fhat are their forecasts based uponR 2o
they give a Bbest, worst and averageB forecastR Fill they invest in large stock
commitmentR 2o they have budgets to run promotionsR &ome suppliers even ask
their distributors for a marketing plan showing how they intend to market the
supplierBs products.
3. C,/); Fhat will it cost in terms of discounts, commissions, stock investment and
marketing supportR
4. O).'4 R'/,04('/; 2oes the target market require anything special such as
technical advice, installation, quick deliveries, instant availabilityR If so can the
distributor provide itR
5. 4,-*)9%*6*)2; 5ow much profit will the distributor generate for the supplierR
",
6. C,3)4,6; 2o they have a reporting system in placeR 5ow do they deal with
problemsR 5ow often are review meetings scheduledR )an you influence the way
they present your productsR
7. !,)*+9)*,3; 2oes the agent or distributor convey a sense of excitement and
enthusiasm about the productR Fhat about its sales force $ whatBs their reactionR
8. R'>0)9)*,37 5as it got a good track recordR #his includes the number of years in
business, growth and profit record, solvency, general stability and overall reliability.
Is it dependant on one key playerR
9. C,:>')*)*,3; 2o they distribute any competitorBs productsR
10. C,3)49()/7 &ome distributors demand exclusivity. &ome agreements tie the
supplier in for certain periods of time. )heck for flexibility in case things go wrong.

"-
N''1 ,- ).' /)012
#he need of this study is;
#o find out the problems of the channel distribution system of )oca$)ola.
#o find out the brand positioning and awareness of )oca$)ola products in respect
of its competitors.
#o identify the potential retailer of coca cola.
#o identify the product preferences of consumers for )oca$)ola.
#o find out an effective promotional scheme for retailers.
"D
S(,>' ,- ).' /)012
#he scope of the study is wide as it covers a broad spectrum of the )oca$)ola
channel and distribution system which includes;
*ffective utili9ation of supply chain management through proper flow of
information of demand of the products and supply of the products.
*valuation of sales promotion technique employed by coca cola.
*valuation and analysis of competitive advantage that coca cola enjoys
against its competitor through &F+# and 'orter ?ive ?orces Analysis.
"


"!
R'/'94(. :').,1,6,;2
#he purpose of research methodology is to describe the process involved in the
research work. #his includes the overall research design, the data collection method
sampling procedure, and the field survey method ( analysis proceduresL
!'93*3; ,- R'/'94(.78
A((,41*3; ), R'1:93 # !,427
GResearch as a systematized effort to gains new knowledgeH.
A((,41*3; ), C6*--,41 @,,127
GResearch comprises defining & redefining problems, formlating hypothesis or
sggested soltion, collecting, organizing & evalating data making dedctions &
reaching conclsion to determine whether they fit the formlating hypothesis or
notH.
O%&'()*+' ,- R'/'94(.78
#he purpose of research is to discover answer to question through the application
of scientific procedure. #he main aim of research is to find out the truth which is
hidden ( which has not been discovered as yet. #hough each research study has its
own specific purpose.
NATURE OF THE RESEARCH78
#his 7esearch is 1'/(4*>)*+' in nature, as we have to only describe and analyse the
selling and distribution pipeline of coca cola on the basis of secondary data.
""
RESEARCH DESI"N78
7esearch 2esign is a conceptual structure with research conducted. #here is no
unique method, which can entirely eliminate the elements of under taking. But
7esearch methodology more than any other procedure can minimi9e the degree of
uncertainty, #hus it reduces the profit ability of making a wrong choice amongst
alternative causes of actions.
#his is particularly significant in the light of increasing competitions (
growing si9e, which makes the task of choosing the best course of action difficult
for any business enterprise. It is imperative that any type of organi9ation in the
present information coupled with tools of analysis for making sound decisions
which involved minimum risk.
2escriptive method of research was chosen for it helps the collecting
summari9ing, analy9ing interpreting ( presenting data with new ideas ( in
effective manner.
#he goal of 2escriptive research is to gather secondary data ( to study the
nature of problem ( to suggest possible solution for problem K come up with new
ideas.
DATA COLLECTION78
#he collection of data is done from secondary sources only.
S'(,31942 D9)97
#he data, which already exists in nature, is called as secondary data. It provides a
starting point for research ( offers the advantage of low costs and ready
availability. #he historic literature ( previous researches were taken as secondary
data.
"%
S,04('/ ,- D9)9
>aga9ines
)ompany Febsite
Business <ewspaper
'ress 7elease
Books, research papers, etc.
DATA ANALYSIS
AST YEAR UBLISHED SURVEY RESULT OF RETAILERS
#otal number of retailers ; ,!.
#otal number of retailers who have all companies ; -!
#otal number of retailers who keep )oca$)ola ; %!
#otal number of retailers who keep 'epsi ; !.
"1
Both
,"E
)oca )ola
!.E
'epsi
DE
N,. ,- R')9*6'4/
"=
S'(,31942 D9)9 A3962/*/ #
I3)'4>4')9)*,3
O3 ).' 93962/*/ ,- 19)9 4'69)*3; ), 4')9*6'4 *) .9/ %''3 1*/(,+'4'1
).9)
1. N0:%'4 ,- 4')9*6'4 @., =''>/ >4,10() ,- 966 (,:>932.
A. Y'/ 80J
B. N, 20J

I3)'4>4')9)*,3
%.
>ost of the retailers keep all available products of the soft drink companies in their
shelves.
%,
2. T.' 694;'/) /'66*3; %4931 *3 /,-) 14*3= *310/)42
A. C,(98C,69 B. '>/*

A. C,(98C,69 55J
B. '>/* 45J

I3)'4>4')9)*,3
#he above shown chart reveals that coca cola occupy !!E of the total market share
of the cold drink. Fhereas pepsi shares only !E of the total market.
%-
3. N0:%'4 ,- (0/),:'4/ 1':931 -,4 >94)*(0694 %4931 ,- C,(98C,69.
B4931 N9:' '4('3)9;'
C,(98C,69 28
T.0:>/ U> 22
L*:(9 12
S>4*)' 12
F93)9 6
!99G9 12
B*36'2 5
!*30)' !9*1 06>2 O493;' J0*(' 3
Coca-Cola
28%
Thumps Up
22%
Limca
12%
Sprite
12%
Fanta
6%
Maaza
12%
Kinley
%
Minute
Mai!
"ulpy
#ran$e
%uice
&%
'4('3)9;' ,- C0/),:'4/
I3)'4>4')9)*,37
Above given table shows the percentage of customers who demands for particular
brand:s soft drink.
%D
4. F4,: @.'4' 1,'/ ).' 4')9*6'4 ;') *3-,4:9)*,3 9%,0) ).' >4,:,)*,396 /(.':'/.
A. S96'/:93
B. V*/*),4
C. O).'4 O0)6')/
S96'/:93 8 78J
V*/*),4 8 12J
O).'4 O0)6')/ 8 10J
&alesman
%1E
Jisitor
,-E
+ther outlets
,.E
I3)'4>4')9)*,37
#he data given in the above chart shows that the retailers get the information
about the various promotional schemes mostly from the salesmen.
%
5. T.' >04>,/' ,- &,*3*3; 932 >4,:,)*,396 /(.':' %2 ).' 4')9*6'4/ */7

F4'' ;*-)/ 8 45
C,::*//*,3 8 65
T,04/ # )4*>/ 8 24
E34*(. 4'69)*,3 @*). (,:>932 8 16
KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKK
TOTAL 150
I3)'4>4')9)*,37
As shown in the table ! retailers had an opinion that they should get something back
from the coke with regarded to sales in terms of gift ( reward. #his provide to be a
motivating factor for them .another "! were demanding for monetary profit because
it would help them in their business. Pet another - demanded tours and trips
facilities which helps them to increase their sales rest ," had totally different opinion
i.e. outlets wanted only good relation with the company.
%!
6. A((,41*3; ), ).' 4')9*6'4/ ).' 1049)*,3 ,- ).'/' /,4)/ ,- /(.':'/ /.,061 %'7
O3' !,3). 8 25
T.4'' !,3). 8 68
S*A !,3). 8 47
O3' 2'94 8 10
KKKKKKKKKKKKKKKKKKKKK
TOTAL 150
I3)'4>4')9)*,37
-! outlets suggested towards the one month scheme by which they get regular and
new scheme and more gift. "1 outlets were in the favor of three months scheme as
they thought that D month schemes are much more profitable then one month
scheme. #hey can get more refunds from this scheme. #hey didn:t think about one
year or six month scheme because they were also having a view of getting new
scheme from time to time and same was the view of outlets who voted for six month
( one year scheme.
%"
7. T.' *)': @.*(. */ >4'-'4 :,/) 9/ 9 >4*G' -4,: ).' (,:>932.
C9/. 8 52
"*-)/ 8 73
T4*>/ 8 12
L093)*)2 1*/(,03) 8 13

KKKKKKKKKKKKKKKKKKKKKKKKKKKKK
TOTAL 8 150
I3)'4>4')9)*,37
In the above given table it is observed that most of the peoples wants gifts as pri9e.
#hey less prefer items like trips, cash, and quantity discounts.
8. T.' 'A>'4*'3(' ,- 4')9*6'4/ 4';941*3; ).' /0>>62 ,- ).' 4'>6'3*/.:'3) ,41'4/.
%%
A. EA('66'3) 8 45J
B. ",,1 8 30J
C. A+'49;' 8 20J
D. B91 8 5J
*xcellent
!E
4ood
D.E
Average
-.E
Bad
!E
I3)'4>4')9)*,37
!E retailers said that their experience with supply of the replenishment order has
been excellent, D.E said that their experience was good, -.E said that their
experience is average while only !E said that they had bad experience with the
supply.
%1
9. D,'/ 4')9*6'4/ 'A>'() 932 %'3'-*(*942 /(.':' ,- (,:>932 -,4 ).':/'6+'/.
Y'/ 86J
N, 14J
I3)'4>4')9)*,3:
1"E retailers said yes in the response of the question that they want any
beneficiary scheme for them, while ,E said no in the response.
S"urces3
Annal !siness "agazines of Coca Cola
http#$$www%domainb%com$marketing$general$&''($&''(')'*+revival%html

%=
S$OT 93962/*/ ,- C,(9 (,69
S)4'3;).78
#he oldest cold$drink manufacturing company.
Jariety of flavors.
4lobally distribution channel.
$'9=3'//'/78
Advertising campaign.
2istribution services.
8ow customer trust.
O>>,4)03*)*'/78
+pportunity in soft drink market.
4ood competitor of '*'&I.
T.4'9)/78
<ew market competitors are in market.
2istribution channel.
1.
!ICHAEL ORTER 5 FORCES 93962/*/
S0>>6*'4: )oca cola has very strong bargaining power against heir supplier since
they themselves are in backward integration covering %!E of their supply needs.
B944*'4/ ), '3)427 )oca )ola has positioned their brand in such a manner which
has created strong barrier for the new player to enter into the industry and erode the
shares of )oca )ola.
1,
S0%/)*)0)'/7 )oca )ola has all the products of 'epsico and the local drinks as its
substitute product but it possess a strong position in the market against its substitute
product
B02'4/7 )oca )ola enjoys a large customer based since it acquired many Indian
soft drink brands like #hums up, 8imca, maa9a, etc. which had their own customer
base.
C,:>')*)*+' R*+96427 )oca )ola has to face the stiff competition from 'epsico the
'rice Far, Advertisement, Brand *ndorsement, Brand Ambassador and
introduction of the new product are the part of the game.
1-
L*:*)9)*,3/ ,- ).' /)012
&cope of research was confined to only ,!. retail outlets.
#he secondary data collected through various sources may not provide the full
degree of accuracy.
Fe have to rely on the already collected data that may fetch obsolete
information.
#ime constraint is one of another limitations faced in the study.
1D
F*31*3;/ ,- ).' /)012
?ollowing are the findings of the research study;
According to analysis &alesman informed more about the promotional
schemes as compared to other.
>ajority of the retailers are satisfied with the supply of replenishment orders
made by them.
#he retailers join the schemes to motivate themselves by getting high pri9e by
company.
7etailers prefer commission most as a promotional scheme by the distributor.
)oca$)ola has the maximum market share in the soft drink industry.
1
C,3(60/*,3
#here are some conclusions drawn on the basis of study;
In soft drinks +O+A0+O*A is in most demand among retailers ( consumers.
Among )oca$)ola brands >AAUA ( #5A>'& A' are most famous
because of their flavor.
In market there are many unbranded customers, who are fully retail oriented.
Fe should try to switch them as our preferred customer by good supply to
retailers.
According to past survey it was found that D-E retail outlets are captured by
)oca$)ola only where as ,%E was captured by 'epsi alone. &o here an
opportunity exists to increase these numbers of outlets by converting them to
mix outlets by giving them some extra benefits.
)ontinuous supply should be made in time to meet the demand during the
peak season.
1!
SU""ESTIONS AND
RECO!!ENDATIONS
#hese are the following suggestions, which I recommend to the distributor.
)ompany should launch such schemes which should act as counter attack
schemes for competitors.
In order to raise the sales and compete in the market the distributor should
give some extra scheme to its retailers.
&hort$term scheme for " month should be launched in comparison to other
brand.
Brands pertaining to long term benefits should be used.
&mall retailers must be given support and recognition.
1"
B*%6*,;49>.2
T#E )ASI+S OF +O+A0+O*A3
'ublisher; )oca$)ola )ompany
B,,=/7 8
Author <ame $ 4.).Beri
Book #itle $ >arketing 7esearch
*dition <umber $ #hird *dition
'ublisher $ #ata >c$4raw 5ill

OTHERS BOOBS78
Author <ame $ &.p gupta
Book #itle $ 7esearch
*dition <umber $ #hird *dition
'ublisher $ #ata >c$4raw 5ill
INTERNET7
www.cocacolaindia.com
www.google.com
1%