Professional Documents
Culture Documents
OF COCA COLA’’
SUBMITTED BY-
PULKIT CHAWLA
A7001909112
MBA-GEN
MARKETING and FINANCE
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STUDENT’S DECLARATION
Certified that this report is prepared based on the summer internship project
Date:
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FACULTY CERTIFICATE
Forwarded here with a summer internship report on “Market share and Brand
This project work is partial fulfillment of the requirement for the degree of Master
Pradesh.
AMITY UNIVERSITY,
LUCKNOW CAMPUS
UTTAR PRADESH
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TABLE OF CONTENTS
ACKNOWLEDGEMENT Pg. 5
EXECUTIVE SUMMARY 6
OBJECTIVE Primary Objectives 7
S
Secondary Objectives 7
INTRODUCTION
A Brief Insight: The FMCG Industry In India 8-9
TO FMCG
INDUSTRY
Categories Of FMCG Sector 10
MISSION 15
VISION 15-16
WINNING CULTURE 16
ABOUT VALUES 17
THE
FOCUS ON THE MARKET 18
COMPANY
WORK SMART 18
ACT LIKE OWNERS 18
BE THE BRAND 18
HISTORY OF
COCA COLA History 19
Evolution Of Coca Cola 20-30
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Mr. Atul Singh, President and CEO 31
Coca Cola Brings Back The Fizz To The India 32
A Healthy Growth To The Indian Economy 33
A Pure Committment To The Indian Economy 33
COCA Creating Enormous Job Opportunities 33-34
COLA Manufacturing Plant Product Process 35
Product Line 36-38
INDIA Brands Tagline And Ambassdors 39-40
Competitors 41-42
ADVANCE Organization Structure 43
SALES Distribution Routes 44
AND Types Of Outlets 45
SERVICES Chain Followed From Manufacturer To Distribution 46
PVT. LTD. Packaging Details 47
MARKETING USP 48
STRATEGIES Schemes 48
OF COCA
COLA Various Taglines 49-51
SWOT ANALYSIS 52
QUALITY 53
LIST OF FIGURES
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Figure 1
• Comparison Between Sensex and BSE FMCG Sector
Figure 2
• Segmentation Of Beverage Industry
Figure 3
• Evolution Of Coca Cola
Figure 4
• Location Of COBO, FOBO and Contract Packaging in India
Figure 5
• Organization Structure of Advance Sales and Services Pvt. Ltd.
Figure 6
• SWOT Analysis
GRAPHS
Figure 7
• Which brand do you sell?
Figure 8
• Product Comparison of Coke and Pepsi brands available in RGB and PET bottles
Figure 8.1
• In Black Flavor
Figure 8.2
• In Orange Flavour
Figure 8.3
• In White Flavor
Figure 8.4
• In Mango Flavor
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Figure 9
• Brands preferred by Customers
Figure 10
• You are having Visi Cooler of which Company?
Figure 11
• Purity of Visi Cooler is maintained or not
Figure 12
• Market Share
Figure 13
• Are you satisfied with the distribution network?
Figure 14
• Are you aware of all the day to day schemes provided by the
company?
Figure 15
• Which company's Advertisement and Publicity level is high in
your opinion?
Figure 16
• Daily Sales in Cases
Figure 17
• Coca Cola should improve upon
Figure 18
• How would you rate Coca Cola?
ACKNOWLEDGEMENT
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I am grateful to the management of Coca-Cola India (ADVANCE
SALES AND SERVICES Pvt. Ltd.), for providing me an opportunity to
work as a management trainee and helping me to learn about the
market products and consumer perception about beverage products
of Coca-Cola.
I am sincerely thankful to my Industry Guide Mr. Vyom Srivastava
(RTM Manager), Mr. Lalit Saxena (ASM), Mr. Rishad Rizvi
(Director, VITAL) and Mr. Z. Ansari (Sales Executive, VITAL)
under their guidance I have successfully completed this project. I
thank them for their consent, encouragement, and warm response
and for filling every gap with valuable ideas that has made this
project successful.
My heartfelt gratitude also goes out to the staff and employees at
Advance Sales and Services Pvt. Ltd. for having co-operated with me
and guided me throughout the two months of my internship period.
I am also grateful to my faculty guide at Amity University, Lucknow
i.e. Ms. Nimisha Kulshreshtha (Faculty, ABS) for her regular
guidance, support and encouragement throughout my project work.
EXECUTIVE SUMMARY
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Coca Cola has come along way since its beginnings, from selling nine bottles a day to currently
over 800 million.
The main objective of this study lies in understanding the organization. This project is based on
information collected from primary and secondary sources. After the detailed study, an attempt
has been made to present comprehensive analysis of Coca cola. For the study we have taken a
sample size of 580 respondents pose non probability sampling technique
This work is carried out through self-administered questionnaires. The questions included were
opening ended, dichotomous and offered multiple choices.
The findings of the activity have been drawn out in form of graphs and suggestions have been
offered there from.
OBJECTIVES
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The main object of this project is to comprehensively analyze the distribution of Coca-Cola and
its strength in market against its rival Pepsi and also aware the shopkeeper about the sale and
display of the Coke’s brand like Thums-up, Maaza etc.
•To find out brand availaibility and market share of Coca Cola
•To study the marketing strategies followed by Coca Cola.
PRIMARY •To find out any kind of misrepresentation being done by
salesmen or by distributors related to daily sales by making
OBJECTIVE out their own personal benefits from the discounting system.
•To make proposals to minimize the revenue leakages and
this will help the company in saving its funds.
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Fast Moving Consumer Goods (FMCG) goods are popularly
named as consumer packaged goods.
Items in this category include all consumables
( other than groceries/pulses) people buy at regular
intervals. The most common in the list are toilet
soaps, detergents, shampoos, toothpaste, shaving
products, shoe polish, packaged foodstuff, household
accessories and extends to certain electronic goods.
These items are meant for daily of frequent consumption and have a high return.
The Indian FMCG sector is an important contributor to the country’s GDP. The FMCG sector is
the fourth largest sector of Indian economy.
The FMCG market is estimated to treble from its current
figure in the coming decade.
The Indian FMCG sector is the fourth largest sector in the
economy with a total market size in excess of $13.1 billion.
It has a strong MNC presence and is characterized by a well
established distribution network, intense competition
between the organized and unorganized segments and low
operational cost. Availability of key raw materials, cheaper
labor costs and presence across the entire value chain gives
India a competitive advantage. The FMCG market is set to
treble from $11.6 billion in 2003 to $33.4 billion in 2015.
Penetration level as well as per capita consumption in most
product categories like jams, toothpaste, skin care, hair wash
etc. in India is low indicating the untapped market potential.
Burgeoning Indian population, particularly the middle class
and the rural segments, presents an opportunity to makers of
branded products to convert consumers to branded products.
Growth is also likely to come from consumer 'upgrading' in
the matured product categories. With 200 million people
expected to shift to processed and packaged food by 2010,
India needs around $28 billion of investment in the food-
processing industry.
In this year when almost all the stocks have been tumbled
heavily on the Dalal Street, the one sector which completely
outperformed the market is FMCG. During last 52 weeks the
SENSEX has lost by around 53%, while BSE FMCG has just lost
by below 10%.
Sensex witnessed strong bull market journey with almost 7 fold gains from 3000 in 2003 to 21000
in 2008, the FMCG did not match the Index equivalently but managed to follow the trend by
almost 3.5 times gain for the same period. Now in a bear market scenario, the FMCG is bucking
the trend which is a big sign of relief for investors. Hence we believe FMCG is strong and
defensive sector and one should consider this sector for his portfolio and allocate some portion
for it.
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FIGURE 1
HLL led the way in revolutionizing the product, market, distribution and service formats of the
FMCG industry by focusing on rural markets, direct distribution, creating new product,
distribution and service formats. The FMCG sector also received a boost by government led
initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the
country that witnessed firms moving away from outsourcing to manufacturing by investing in the
zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some industries,
such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time
the economy starts to dip. A person may put off buying a car but he will not put off having his
dinner.
Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market
dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG
sector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is
worth Rs.93000 crores. The main contributor, making up 32% of the sector, is the South Indian
region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 crores. The
sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.
(Source: HCCBPL, Monthly Circular, March)
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The FMCG sector consists of the following categories:
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BEVERAGE INDUSTRY IN INDIA: A BRIEF
INSIGHT
Since the early 1990’s Coca-Cola Corporation and PepsiCo have been combating on what is
known as the “Beverage Battlefield” in India. Today India is one of the most sought after
countries for foreign investments because of their continually growing market opportunities.
However during Coca-Cola and Pepsi’s attempts to broaden their global consumer bases both
companies encountered several obstructions on their pursuits of conquering the Indian soft drink
market.
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The different ways of segmenting it are as follows:
♣ Alcoholic, non-alcoholic and sports beverages
♣ Natural and Synthetic beverages
♣ In-home consumption and out of home on premises consumption.
♣ Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
♣ Segmentation based on the amount of consumption i.e. high levels of consumption and
low levels of consumption.
BEVERAGES
ALCOHOLIC NON-ALCOHOLIC
NON-
CARBONATED
CARBONATED
COLA NON-COLA
FIGURE 2
NON-COLA
If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that beverages
have to be consumed occasionally. These two perceptions are the biggest challenges faced by the
beverage industry. In order to leverage the beverage industry, it is important to address this issue
so as to encourage regular consumption as well as and to make the industry more affordable.
Four strong strategic elements to increase consumption of the products of the beverage industry in
India are:
♣ The quality and the consistency of beverages needs to be enhanced so that consumers are
satisfied and they enjoy consuming beverages.
♣ The credibility and trust needs to be built so that there is a very strong and safe feeling that
the consumers have while consuming the beverages.
♣ Consumer education is a must to bring out benefits of beverage consumption whether in
terms of health, taste, relaxation, stimulation, refreshment, well-being or prestige relevant
to the category.
♣ Communication should be relevant and trendy so that consumers are able to find an appeal
to go out, purchase and consumer.
The beverage market has still to achieve greater penetration and also a wider spread of
distribution. It is important to look at the entire beverage market, as a big opportunity, for brand
and sales growth in turn to add up to the overall growth of the food and beverage industry in the
economy.
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COMPANY PROFILE
“We sell moments of pleasure, cents at a time, 1.6 billion servings every day, and we feel that
there is tremendous continued opportunity both today and tomorrow. In the coming decade, as a
billion new consumers enter into the middle class around the world, we see great opportunity for
our per capita consumption to continue rising. And we firmly believe that our Coca-Cola system
is ideally and uniquely positioned to capture this opportunity and achieve the goals of our 2020
Vision.”
Muhtar Kent Chairman and Chief Executive Officer, Coca Cola Company.
In 1985, he was promoted to the general manager position of Coca-Cola Turkey and Central Asia,
and transferred the headquarters of the company from Izmir to Istanbul. Three years later, he was
appointed vice president of Coca-Cola International, responsible for 23 countries in a region from
the Alps to the Himalayas. Living in Vienna, Austria, he served at this post until 1995.
From 1989 to 1995, he served as president of the Company’s East Central Europe Division during
which he was responsible for 23 countries.
Promoted further, Muhtar Kent became in 1995 managing director of Coca-Cola Amatil-Europe.
In two years, he increased the turnover of the company about 50%, which covered bottling
operations in 12 European countries.
In 1999, he left the Coca-Cola Company after 20 years of service. Returning to Turkey, Muhtar
Kent assumed the post of top executive of Efes Beverage Group at Anadolu Group, the largest
local shareholder of the Coca-Cola franchise in Turkey and one of Europe's largest international
beverage businesses. He extended the company's territory from the Adriatic to China.
In May 2005, he rejoined Coca-Cola after almost 6 years and was appointed president and chief
operating officer of the company’s North Asia, Eurasia and Middle East Group, a position
reporting directly to chairman and chief executive officer Neville Isdell. Muhtar Kent's rise
continued and he was promoted in January 2006, the newly-created position of president of
International Operations. In this capacity, he was responsible for all operations outside of North
America, and all group presidents outside of North America reported to him.
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His successful career took him finally to the summit of the Coca-
Cola Company, which named him chairman and chief executive
officer, effective July 1, 2008.
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ABOUT THE COMPANY
MISSION
Coca Cola Roadmap starts with their mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
VISION
“The world is changing all around us. To ensure our business will continue to thrive over the next
10 years and beyond, we are looking ahead to understand the trends and forces that will shape our
industry in the future. Our 2020 Vision creates a long-term destination for our business. It
provides us with business goals that outline what we need to accomplish with our global bottling
partners in order to continue winning in the marketplace and achieving sustainable, quality
growth. For each goal, we have a set of guiding principles and strategies for winning throughout
the entire Coca-Cola system.”
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PEOPLE
PARTNERS
PROFIT
PORTFOLIO
PLANET
PRODUCTIVITY
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Live Our Values
Our values serve as a compass for our actions and describe how we behave in the world.
LEADERSHIP
• The courage to shape a better future
COLLABORATION
• Leverage collective genius
INTEGRITY
• Be real
ACCOUNTABILITY
• If it is to be, it's up to me
PASSION
• Committed in heart and mind
DIVERSITY
• As inclusive as our brand
QUALITY
• What we do, we do well
Work Smart
• Act with urgency
• Remain responsive to change
• Have the courage to change course when needed
• Remain constructively discontent
• Work efficiently
Be the Brand
• Inspire creativity, passion, optimism and fun
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Evolution of Coca Cola
1886-1892 -
Atlanta
Beginnings
1893-1904 -
Beyond Atlanta
1905- 1918 -
Safeguarding The
Brand
1919-1940 - The
Woodruff Legacy
1941-1959 - The
War and its
Legacy
1960-1981- A
World of
Customers
1982-1989 - Diet
Coke and New
Coke
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FIGURE 3
1990-1999 -
New markets
and brands
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• ATLANTA BEGINNINGS
1886-1892
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• BEYOND ATLANTA
1893-1904
Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways.
In 1894, a Mississippi businessman named Joseph Biedenharn became the first to
put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without
enthusiasm. Despite being a brilliant and innovative businessman, he didn't realize
then that the future of Coca-Cola would be with portable, bottled beverages
customers could take anywhere. He still didn't realize it five years later, when, in
1899, two Chattanooga lawyers, Benjamin F. Thomas and Joseph B. Whitehead,
secured exclusive rights from Candler to bottle and sell the beverage -- for the sum
of only one dollar.
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• SAFEGUARDING THE
1905-1918 BRAND
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• THE WOODRUFF
1919-1940 LEGACY
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• The War And Its Legacy
1941-1959
Coca cola enjoyed in 120 countries world wide. Introducing Coke. In 1961 Sprite is introduced.
1963 Tab Company’s first diet soft drink is introduced In 1941, America entered World War II.
Thousands of men and women were sent overseas.
The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform
gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In
1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting
shipment of materials for 10 bottling plants. During the war, many people enjoyed their first
taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to
do business overseas. Woodruff’s vision that Coca-Cola be placed within "arm's reach of
desire," was coming true -- from the mid-1940s until 1960, the number of countries with
bottling operations nearly doubled. Post-war America was alive with optimism and prosperity.
Coca-Cola was part of a fun, carefree American lifestyle, and his imagery of its advertising --
happy couples at the drive-in, carefree moms driving big yellow convertibles -- reflected the
spirit of the times.
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• A WORLD OF
1960-1981 CUSTOMERS
Coca cola enjoyed in 163 countries world wide. It introduced can in 1960. In 1981
Roberto c. Goizueta became chairman and CEO of the coca cola company After 70 years
of success with one brand, Coca-Cola®, the Company decided to expand with new
flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s; Sprite®
followed in 1961, with TAB® in 1963 and Fresca® in 1966. In 1960, The Coca-Cola
Company acquired The Minute Maid Company, adding an entirely new line of business -
- juices -- to the Company. The Company's presence worldwide was growing rapidly,
and year after year, Coca-Cola found a home in more and more places: Cambodia,
Montserrat, Paraguay, Macau, Turkey and more. Advertising for Coca-Cola, always an
important and exciting part of its business, really came into its own in the 1970s, and
reflected a brand connected with fun, friends and good times. The international appeal of
Coca-Cola was embodied by a 1971 commercial, where a group of young people from
all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a
Coke." In 1978, The Coca-Cola Company was selected as the only Company allowed to
sell packaged cold drinks in the People's Republic of China.
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• DIET COKE AND
1982-1989 NEW COKE
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• NEW MARKETS
1990-1999 AND BRAND
In 1993 pet bottles are introduced. Coca cola enjoyed in 200 countries world wide. The
1990s were a time of continued growth for The Coca-Cola Company. The Company's
long association with sports was strengthened during this decade, with ongoing
support of the Olympic Games, FIFA World Cup™ football (soccer), Rugby World Cup
and the National Basketball Association. Coca-Cola classic became the Official Soft
Drink of NASCAR racing, connecting the brand with one of the world's fastest growing
and most popular spectator sports. And 1993 saw the introduction of the popular
"Always Coca-Cola" advertising campaign, and the world met the lovable Coca-Cola
Polar Bear for the first time. New markets opened up as Coca-Cola products were sold
in East Germany in 1990 and returned to India in 1993. New beverages joined the
Company's line-up, including Powerade® sports drink, Qoo® children's fruit drink and
Dasani® bottled water. The Company's family of brands further expanded through
acquisitions, including Limca®, Maaza® and Thums Up® in India, Barq's® root beer in
the U.S., Inca Kola® in Peru, and Cadbury Schweppes'® beverage brands in more than
120 countries around the world. By 1997, the Company already sold 1 billion servings
of its products every day, yet knew that opportunity for growth was still around every
corner.
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2000 And • COCA COLA AND
Now NOW
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Mr. Atul Singh
President &
CEO, Coca-
Cola India
Atul Singh took over as the President & CEO, Coca-Cola India from 1st September 2005. Atul,
holds a MBA degree from Texas Christian University. Prior to this assignment, Atul Singh was
the President of East, Central & South (ECS) China Division in January 2005. Prior to joining
Coca-Cola, Atul worked for the Colgate Palmolive Company for 10 years and held several roles
including Country General Manager, Nigeria (1995-1998), CFO then General Manager, Romania
(1992-1995) and Finance Manager, USA Body Care (1990-1992), Prior to Colgate, Atul worked
as an Auditor with Price Waterhouse in New York.
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Coca-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.
Coca-Cola re-entered the Indian market on 26th October 1993 after a gap of 16 years, with its
launch in Agra. An agreement with the Parle Group gave the Company instant ownership of the
top soft drink brands of the nation. With access to 53 of Parle’s plants and a well set bottling
network, an excellent base for rapid introduction of the Company’s International brands was
formed. The Coca-Cola Company acquired soft drink brands like Thumps Up, Goldspot, Limca,
Maaza, which were floated by Parle, as these products had achieved a strong consumer base and
formed a strong brand image in Indian market during the re-entry of Coca-Cola in 1993.Thus
these products became a part of range of products of the Coca-Cola Company.
In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into
India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola
Company. However, this was based on numerous commitments and stipulations which the
Company agreed to implement in due course. One such major commitment was that, the
Hindustan Coca-Cola Holdings would divest 49% of its shareholding in favor of resident
shareholders by June 2002.
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A Healthy Growth to the Indian Economy
Ever since, Coca-Cola India has made significant investments to build and continually consolidate
its business in the country, including new production facilities, waste water treatment plants,
distribution systems, and marketing channels.
Coca-Cola India is among the country’s top international investors, having invested more than
US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for
its operations.
Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations,
27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling
Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture
process of a range of products for the company. It also has a supporting distribution network
consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required
to cater to the Indian market are made locally, with help of technology and skills within the
Company. The complexity of the Indian market is reflected in the distribution fleet which
includes different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can
navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts.
“Think local, act local”, is the mantra that Coca-Cola follows, with punch lines like “Life ho to
aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. This resulted in a 37%
growth rate in rural India visa-vie 24% growth seen in urban India.
On the distribution front, 10-tonne trucks – open bay three-wheelers that can navigate the narrow
alleyways of Indian cities – constantly keep our brands available in every nook and corner of the
country’s remotest areas.
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RED - COBO
YELLOW - FOBO
PURPLE -
CONTRACT
FIGURE 4 PACKAGING
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Manufacturing Plant Product Process
Warehousing and
delivery
Packaging
Inspection
Coding
Labeling
Capping
Filling
Washing and
Rinsing
Ingredient Delivery
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Product line
The Coca-Cola Company offers a wide range of products to the customers including
beverages, fruit juices and bottled mineral water. The Company is always looking to
innovate and come up with, either complete new products or new ways to bottle or pack the
existing drinks. The Coca-Cola Company has a wide range of products out of which the
following products are marketed:-
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In the Lemon Section
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With the real fruit taste
kids love, plus added
calcium, Maaza's tagline,
"Yaari-Dosti Taaza
Maaza," means
"friendship moments with
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BRANDS TAGLINE and AMBASSDORS
COCA COLA – Aamir Khan
OPEN HAPPINESS
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FANTA - Genelia D'Souza
GO BITE
MAAZA
SPRITE
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COMPETITORS
COKE
VS
PEPSI
The PepsiCo challenge, to keep up with archrival, the Coca-Cola Company never ends for the
World's # 2, carbonated soft drink maker. The company's soft drinks include Pepsi,
Mountain Dew, and Slice. Cola is not the company's only beverage; PepsiCo sells Tropicana
orange juice brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole
juices and Lipton ready-to-drink tea.
PepsiCo and Coca-Cola hold together, a market share of 95% out of which 60.8% is held by
Coca-Cola and the rest belongs to Pepsi.
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Nestlé: Nestle does not give that tough a
competition to Coca-Cola as it mainly deals with milk
products, Baby foods and Chocolates. But the iced tea that
is Nestea which has been introduced into the market by
Nestle provides a considerable amount of competition to
the products of the Company. Iced tea is one of the closest
substitutes to the Colas as it is a thirst quencher and it is
healthier when compared to fizz drinks. The flavored milk
products also have become substitutes to the products of
the company due to growing health awareness among
people.
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ADVANCE SALES AND SERVICES PVT.
LTD.
ORGANIZATION STRUCTURE OF MARKETING DEPARTMENT OF
ASASPL –
MR. VIVEK
LADHANI
DIRECTOR
MR. LALIT MR. VYOM MR. DEVENDRA KEY A/C MS. MEGHNA
SAXENA SRIVASTAVA SRIVASTAVA MANAGER YADAV
MARKET EXECUTION
ASM DISTRIBUTION MANAGER
KEY A/C MANAGER HR MANAGER
SALES
EXECUTIVES
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DIRECT ROUTE:
Direct route are those areas here the company owned delivery vans distribute product.
ASASPL have three direct routes.
1. Khurram Nagar
2. Chinhat
3. Charbagh
INDIRECT ROUTE:
Indirect route are those areas where a distributor is given the charge of handling the distribution
system. The truck driver is trained to be service person. However with the business becoming
increasingly competitive, will a driver be enough to manage the complex contours of Competitive
market is a difficult question? At present the driver (sales man) are doing fine job of managing the
sales. They should be regularly trained to handle the growing competition.
There are 23 Agency/Distributor under ASASPL and we worked under one of them, name of the
depot is Vital.
1. LDA 1
2. LDA 2
3. Jail Road 1
4. Jail Road 2
5. Bijnour
6. Banthra
7. Gauri Bazaar
8. Telibagh 1
9. Telibagh 2
10. Neel Matha
TYPES OF OUTLETS
The company has divided their outlets on the basis of the following criteria-
Volume
Channel
Income group
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VOLUME
There are four types of outlets according to the volume of sales of the outlet-
DIAMOND
GOLD
SILVER
BRONZE
1 - 99 CASE
CHANNEL
The various routes formulated by HCCBPL for distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large chunk of the
total sales of the Company. It basically consists of organizations that buy large quantities
of a product in one single transaction. The Company provides goods to these customers on
credit, payments being made by them after a certain period of time i.e. either a month of
half a month.
Examples: Clubs, fine dines restaurant, hotels, corporate houses etc.
Immediate Consumption: The outlets in this route are those which require stocks on a
daily basis. The stocks of products in these outlets are not stored for future use instead, are
exhausted on the same day and might run a little into the next day i.e. the products are
consumed at a fast pace.
Examples: Small sized bars and restaurants, educational institutions etc.
General: Under this route, all the outlets that come in a particular area or an area along
with its neighboring areas are catered to. The consumption period is not taken into
consideration in this particular route.
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CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION
Advance Sales and Services Pvt. Ltd. has a wide and well-managed network of salesmen
appointed for taking up the responsibility of distribution of products to diverse parts of the cities.
The distribution channels are constructed in such a way that the demand of customers is fulfilled
at the right place and the right time when they need it.
A typical distribution chain at Advance Sales and Services Pvt. Ltd. would be:
PLANT
RETAIL STOCK
WAREHOUSE
DEPOT DISTRIBUTION
WAREHOUSE WAREHOUSE
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.
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PACKAGING DETAILS
300ML
200ML
250ML
2 LTR
600ML
no
1.2 LTR
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Marketing Strategies of Coca Cola
Marketing strategy a part of the marketing management process: The marketing
management uses marketing strategies so that they can meet the customer's needs. The
marketing strategy involves pricing, advertising, branding, packaging.
The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-
Cola, the company’s flagship brand, and also produces over 230 other soft-drink brands sold
by and its subsidiaries in nearly 200 countries around the world. Some of Coca-Cola’s latest
domestic marketing strategies include Coke dominating fountain sales. Thousands of
consumers visit fast-food restaurants every day and Coke feels that it is very important to
have the consumer see and drink their product at such chains as McDonalds, Burger King,
and Domino’s Pizza.
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1929
1936
1942
1944
1959
Be Really Refreshed
1963
1969
1971
1976
1982
Coke Is It
1986
1989
1990
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1993
Always Coca Cola
2000
2003
2005
2007
Sabka Thanda Ek
2009
Open Happiness
Fine illustrations by noted artists, including Rockwell and N.C. Wyeth were the hallmark of early
campaigns in premier magazines. Artists Haddon Sundblom’s portraits for holiday ads, which
began in the 1930s, helped mould the national image of a red-suited.
Santa Claus, Fresh, creative and tasteful, advertising images for coca-cola have always set a high
standard of quality for other products around the world. The company recognizes that coca-cola
belongs to the billions of consumers in every corner of the globe who have chosen it as their
favourite soft drink. Our advertising reflects that special relationship between consumers and the
simple moments of pleasure they have come to associate with coca-cola.
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PRINT THE TEMPLATEBeyond advertising will leverage the
original art work used in the Coke side
of life campaign by keeping the
imagery of original bottle bursting
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SWOT ANALYSIS
STRENGTH WEAKNESSES
• Strong Brand Image • Pricing Strategy
• Strong Market Share • Lack of Availaibility of Brands in 1
• Strong and reliable Distribution litre PET bottles.
Network. • Small Scale Sector Reservations
• Good Advertisement Campaign Limit ability to invest and achieve
and Brand Ambassdors Econmies of Scale
• Lack of proper distribution in some
areas.
• Retailers are not aware of the
schemes.
SWOT ANALYSIS
OF COCA COLA
INDIA
OPPORTUNITIES THREATS
• Large Domestic market • Intense Competition
• Launch of other brands • Dependence on Bottling Partners
• Export Potential • Government Policies
• Growing Water Bottled Market • Schemes of Pepsi are far more
better than Coke.
Figure 6
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QUALITY
Golden Peacock National Quality Award 2004 -
Coca-Cola India Division President, Mr. Sanjiv Gupta received the Golden Peacock
National Quality Award 2004 along with the Coca-Cola team at the 15th World
congress on Total Quality in Mumbai on January 14, 2005
We ensure the quality and safety of our beverages through the coca-cola quality system (TCCQS),
our integrated approach to managing quality, environment, health and safety. We continuously
review TCCQS to ensure it meets the most stringent and up to date global requirements related to
food safety, as well as quality management methods, industry best practise and marketplace
conditions.
In our ingredients evaluation laboratories, for example, we perform precise analyses of fruit juices
and other ingredients sent to us by our suppliers, to ensure and to improve product quality. Our
processes, too, undergo constant security, to safeguard the water we use in our products and the
packaging that carries them to our consumers. We inform and educate our business partners about
our standards so that they meet the highest quality requirements. Under TCCQS, quality is our
highest business objective and our enduring obligations.
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Customer Service
Overview
Product
Service
Support
CALL TYPES
CUSTOMER
OR CSR
CONSUMER
Customer
Repair Distribution
Support
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DID YOU KNOW?
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RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on information
collected from primary and secondary sources . After the detailed study, an attempt has been
made to present comprehensive analysis of Coca cola. In data collection two methods are used,
one is qualitative and one is quantitative method. In quantitative technique, analysis tool to find
the market share of Coca-Cola in areas covered under VITAL. In collecting requisite data and
information regarding the topic selected, I visited more than 580 shops and collected the data.
RESEARCH OBJECTIVES
♣ The first objective of my report is to analyze strength of Coke vs. other competitive
companies.
♣ The second objective of my report is to find out the growth opportunities for company in
the allotted particular area.
Research Design
A research design gives the methods and procedures for conducting a particular study. The
function of research design is to provide for the collection of relevant information (evidence),
with minimum efforts, time and money. The research design can be grouped into three categories:
a) Exploratory Research Design:
Exploratory research focuses on discovery of ideas and is generally based on secondary
data. It is preliminary investigation with a flexible approach. This is because a researcher may
have to change his focus as a result of new ideas and relationship among the variables.
b) Descriptive Research Design:
Descriptive research is undertaken when the researcher has to get accurate description of a
situation or relation between variables. This design tends to minimize bias and maximize the
reliability of the data collected and analyzed. These are well structured.
c) Causal Research Design:
It is undertaken when a researcher wants to find out the cause-effect relationship between
two or more variables. It is based on logical grounds.
I have used descriptive research design technique to get the desired objective.
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DATA COLLETION
The information needed to further proceed in the project had been collected through primary data
and secondary data.
PRIMARY DATA
Primary data consists of information collected for the specific purpose at hand for the purpose of
collecting primary data, survey research was used and all the retail outlets sellers using different
brands and their competitors were contacted. Survey research is the approach best suited
gathering description. The primary data collection techniques used in the project is as follows:
a) PERSONAL INTERVIEW METHOD
b) SURVEY METHOD
c) QUESTIONNAIRE METHOD
d) OBSERVATION METHOD
CONTACT METHODS
The information was solicited by administrating structured questionnaire to the retile sellers, (thus
getting to know directly from the soft sellers about the form of the mix they are using) its storage
period, their level of satisfaction with the brand, in their decision in selecting the brand etc.
SECONDARY DATA
The secondary data consists of information that already exists somewhere, having been collected
for another purpose. Any researcher begins the research work by first going through the
secondary data. Secondary data includes the information available with the company. It may be
the findings of research previously done in the field. Secondary data can also be collected from
magazines, newspapers, other surveys conducted by known research agencies etc.
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SAMPLING DESIGN
Design is the plan, structure & strategy of investigation conceived so as to attain answer to
question’ to survey and to control the variances. According to this project’s/ surveys the
analytical, interpretive/objective design was chosen.
Sample Size
A sample of 580 retailers was taken on the basis of convenience. The actual retailers were
contacted on the basis of random sampling.
Sampling Techniques
For the study we have taken a sample size of 580 respondents pose non probability sampling
technique. Further we also applied convenience sampling, judgment sampling, as a part of non
probabilistic sampling techniques.
Research Period:
Research work is only carried for 6 weeks.
Research Instrument:
This work is carried out through self-administered questionnaires. The questions included were
opening ended, dichotomous and offered multiple choices.
Sampling Plan:
For a successful compilation and best result within a limited time the planning was must. In this
way the first step was to design an appropriate data form we can say it questionnaire that covers
all the mandatory areas of information that is to be analyzed. The data from which I was used to
collect data was designed by my immediate supervisor.
♣ Sampling unit - Owners of the retail outlets.
♣ Sampling size - 580 outlets
♣ Sampling procedure - Random sampling
♣ Sampling method - Retailers survey.
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Data Analysis:
The data is analyzed on the basis of suitable tables by using statistical techniques. Representation
of statistical data by diagram, graphs, charts, or pictures is more effective then tabular
representation being easily intelligible to layman. Indeed diagrams are most essential whenever it
is required to convey any statistical information to the generic public. The more important types
of diagram which is use in statistical work are:-
BAR DIAGRAM
Mode of diagrammatic representation of data is the bar diagram. In this method the bar of equal
width are taken for the different items of the series. The lengths of the bar represent value of the
variables concerned.
PIE CHART
It is a circle whose area is divided proportionately among the components by straight lines drawn
from the center to the circumference of the circle. Pie charts can be an effective way of displaying
information in some cases, in particular if the intent is to compare the size of a slice with the
whole pie, rather than comparing the slices among them.
AREA OF SURVEY
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1) WHICH BRAND DO YOU SELL?
80
70
60
50
40
30
20
10
0
PEPSI COCA COLA BOTH
FIGURE 7
INTERPRETATION
73% of the retailers sells both the brands, i.e. Coca Cola and Pepsi, While 18% and 9% of
the retailers sells only Coca Cola and Pepsi respectively.
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2) PRODUCT COMPARISON OF COKE & PEPSI BRANDS AVAILABLE IN
THE RETURNABLE GLASS BOTTLES(RGB) and THE PET BOTTLES
100
80
60
40
20
0
PEPSI COCA COLA THUMS UP
INTERPRETATION FIGURE
90
80
70
60
50
40
30
20
10
0
MIRANDA FANTA
FIGURE
INTERPRETATION
♣ Miranda is present in 60% of all the outlets surveyed
♣ Fanta is present in 80% of all the outlets surveyed
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(C)In the White Flavor (200 ML, 600 ML)
82
80
78
76
74
72
70
68
66
64
LIMCA 7 UP MOUNTAIN DEW SPRITE
FIGURE
INTERPRETATION
♣ LIMCA is present in 80% of the shops
♣ 7 UP is present in 70% of all the shops
♣ MOUNTAIN DEW is present in 80% of all the shops
♣ SPRITE is present in 80% of all the shops.
90
80
70
60
50
40
30
20
10
0
MAAZA SLICE
INTERPRETATION FIGURE
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3) BRAND PREFERRED BY CUSTOMER
PEPSI
40%
COKE
60%
FIGURE 9
INTERPRETATION
Retailers answered that Coke brands are mostly preferred than Pepsi brands. In Coke
product line, Thumps Up is mostly demanded and in Pepsi, Mountain Dew is mostly
demanded.
40
20
PEPSI
COCA COLA
BOTH
NO COOLER
FIGURE 10
INTERPRETATION
It was seen that 20% outlets were having only COKE Visi Cooler and 16% outlets were having PEPSI
Visi Cooler and 40% were having Visi Coolers of both the brand and on the other hand 24% were
not having visi cooler.
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Q 5) PURITY OF VISI COOLER IS MAINTAINED OR NOT?
NO
35%
YES
65%
FIGURE 11
INTERPRETATION
It was seen that 65% of the retail owner maintain thr purity of Visi Cooler whereas 35% of the retail
owners were not maintaining the purity of their Visi Cooler.
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6) MARKET SHARE
1. LDA 1 60 40
2. LDA 2 60 40
3. JAIL ROAD 1 50 50
4. JAIL ROAD 2 50 50
5. TELIBAGH 1 95 5
6. TELIBAGH 2 95 5
7. NEEL MATHA 70 30
8. BIJNOUR 80 20
9. GAURI BAZAR 50 50
10. SAROJINI NAGAR 40 60
TOTAL 63 37
MARKET SHARE
PEPSI
37%
COKE
63%
FIGURE 12
INTERPRETATION
After Surveying 10 Areas of Lucknow it was seen that Coca Cola has 63% of market share
while Pepsi have 37%.
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7) ARE YOU SATISFIED WITH THE DISTRIBUTION NETWORK?
NO
30%
YES
70%
FIGURE 13
INTERPRETATION
70% of the retail owners are satisfied while 30% are not.
NO
35%
YES
65%
FIGURE 14
INTERPRETATION
65% are aware of the daily schemes provided by the company while 35% are not aware.
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9) Which company advertisement and publicity level is
high in your opinion?
BRAND Response in
%
COKE 45
PEPSI 55
COKE
45%
PEPSI
55%
FIGURE 15
INTERPRETATION Schemes and promotional activities done by Pepsi are more than
Coke.
80
60
40
20
0
1-2 Case 3-5 Case 6-10 Case <10 case FIGURE 16
INTERPRETATION
64% of the retailers have daily sales of 1-2 Case, and 20% of the retailers have daily sales of
3-5 Case. While 4% of the retailers have daily sales of more than 10 Case.
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11) COCA COLA SHOULD IMPROVE UPON?
30
25
20
15
10
5
0
SALES SERVICE SCHEMES DISTRIBUTION
PROMOTION FIGURE 17
20
EXCELLENT
GOOD
AVERAGE
BAD
VERY BAD FIGURE 18
INTERPRETATION
38% of the retailer’s were extremely happy with the Coca Cola, 34% rated Coca Cola good
and 19% of them rated as average. Only 1% rated Coca Cola as very bad.
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Limitations of the Research
1. The time period allotted for the study was only of two months, which may
provide a deceptive picture in comparison of the study based on long run.
2. The study was based on both primary and secondary data but the relevance of
the secondary data may not be justified.
4. Due to their busy schedule some vendors won’t give answers to all the
questions in the questionnaire.
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Suggestions
ENVIRONMENTAL CHECK
From the study it is found that most of the people prefer use of plastic
bottles instead of others which is not a environment friendly so it should be
checked.
DISRTIBUTION CHANNEL
MARKETING
At every petrol-pump we should install Fountain Machine. It will be helpful
in generating impulse purchase and also as awareness about the products
of the company among the consumers
BRAND AVAILABILITY
The company must try to make different brands of Coca-Cola available at
every retail outlet whether it is large or small, otherwise the consumer may
go for substitute.
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Bibliography
WEB-SITES:
♣ www.coca-cola.com
♣ www.coca-colaindia.com
♣ www.wikipedia.com
♣ http://news.bbc.co.uk
♣ www.economictimes.indiatimes.com
♣ www.google.com
♣ www.ask-jeeves.com
♣ www.distributing-company.com
BOOKS:
♣ Research Methodology, Kothari C.R. Research Methodology Methods and
Technology, New Delhi, Wishwa Prakashan edition 2003.
♣ Multi level and Direct Marketing, Branding Kotler, Phillip, Marketing Management,
Delhi, Pearson Education (Singapore) Pvt. Ltd. 11 edition.
th
NEWS PAPER:
♣ With the help of the senior executives of the company an attempt has
been made in order to define the processes and procedures followed.
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Questionnaire
NAME OF THE SHOP……………………………………………………….
ADDRESS………………………………………………………………………
Q2) Why are you not selling the Coca Cola or Pepsi product?
Q3) How many brands are available in your shop in the RGB and PET Bottles?
(A) In RGB
SPRITE LIMCA
FANTA MAAZA
(B)In PET
SPRITE LIMCA
FANTA MAAZA
YES NO
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Q7) Are you satisfied with the distribution network?
YES NO
Q8) Are you aware of the various schemes run by the coca cola?
YES NO
Q9) Which company advertisement and sales promotion activities are better?
YES NO
Distribution Service
Average Bad
Very Bad
COMPLAINTS OR SUGGESTIONS………………….